Labeling

• logos and, 228–229

• truth in, 584

Labeling laws, 85, 86

Lagging adopters, 155

Language

• catalog marketing and, 543

• global marketing and, 554, 566

• international marketing, culture and, 552–553

• international marketing research and, 122

• online focus groups and, 113

• promotion, global market and, 563

• words, in advertising messages, 437–438

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, 588–589

Leading adopters, 139

Learning, consumer buying behavior and, 149

Learning curve, production, cost and, 290–291

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

Legislation, regulating business, 86

Less for much less

• positioning strategy, 209–211

• pricing strategy, 288–289

LGBT consumers, 79

Liability, product, 274

Licensing

• brand names and, 244–245

• 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, 90–91

Local adaptation, global standardization and, 542–544

Local marketing, 200–201

Local publics, marketing environment and, 71

Locate-compare-select process, 369

Location-based pricing, 312

Location decisions, retailers and, 380–381

Logistics, marketing, supply chain management and, 352–359

Logos, 228–231

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, 132–134

• creating customer retention and, 20

• customer types and, 22

• salesperson-owned, 457–458

• segmentation and, 193

• segmenting business markets and, 196–197

Loyalty programs

• JetBlue Air, 16–17

• promotions and, 473–474

• Starbucks, 39