L

  • Labeling

  • Labeling laws, 85, 86

  • Lagging adopters, 155

  • Language

    • catalog marketing and, 543

    • global marketing and, 554, 566

    • international marketing, culture and, 552553

    • international marketing research and, 122

    • online focus groups and, 113

    • promotion, global market and, 563

    • words, in advertising messages, 437438

  • Lanham Trademark Act (1946), 86

  • Last mile (telecommunications), 361

  • Late mainstream adopters, 155

  • Law

    • advertising, 86

    • global marketing and, 554

    • international market segmentation, 196

    • marketing regulation and, 588589

  • Leading adopters, 139

  • Learning, consumer buying behavior and, 149

  • Learning curve, production, cost and, 290291

  • Legal environment, international trade and, 549, 551, 556

  • Legislation, regulating business, 86

  • Less for much less

  • LGBT consumers, 79

  • Liability, product, 274

  • Licensing

    • brand names and, 244245

    • joint venturing, in global marketplace, 557

    • partnerships, 521

  • Life stage, consumer buyer behavior and, 143

  • Life-stage segmentation, 143

  • Lifestyle

    • consumer buyer behavior and, 144

    • market segmentation and, 191

    • message execution, 437

  • Lifestyle centers, shopping and, 380

  • Limited-service retailers, 369

  • Limited-service wholesalers, 389, 390

  • Limited-time offers, 314

  • Line extensions, branding and, 246

  • Line filling, 232

  • Line stretching, 232

  • Lobbying, 447

  • Lobbyists, 9091

  • Local adaptation, global standardization and, 542544

  • Local marketing, 200201

  • Local publics, marketing environment and, 71

  • Locate-compare-select process, 369

  • Location-based pricing, 312

  • Location decisions, retailers and, 380381

  • Logistics, marketing, supply chain management and, 352359

  • Logos, 228231

  • Long-run average cost (LRAC), 290

  • Long-run welfare, of consumer, 13

  • Low-interest financing, 314

  • Low-price fighter brand, 322

  • Loyalty

    • brand, Harley-Davidson, 132134

    • creating customer retention and, 20

    • customer types and, 22

    • salesperson-owned, 457458

    • segmentation and, 193

    • segmenting business markets and, 196197

  • Loyalty programs

    • JetBlue Air, 1617

    • promotions and, 473474

    • Starbucks, 39

..................Content has been hidden....................

You can't read the all page of ebook, please click here login for view all page.
Reset
18.119.118.180