B

Banded pack offer
a free sample of one brand banded to another

Barter
payment for goods with goods with no direct use of money

Beliefs
descriptive thoughts that a person holds about something

Below-the-line advertising
point-of-purchase material, direct mail, exhibitions – i.e. non-mass- media advertising

Benefit segmentation
the grouping of people based upon the different benefits they seek from a product

Benefits
the advantages which customers seek from buying a particular brand or product

Bonus
an additional amount paid to e.g. a salesperson on top of salary and commission in recognition of exceptional performance

Bonus pack
giving a customer extra quantity at no additional cost

Brainstorming
the technique where a group of people generate ideas without initial evaluation. Only when the list of ideas is complete is each idea then evaluated

Brand
a distinctive product offering created by the use of a name, symbol, design, packaging, or some combination of these intended to differentiate it from its competitors

Brand assets
the distinctive features of a brand

Brand domain
the brand’s target market

Brand extension
the use of an established brand name on a new brand within the same broad market

Brand equity
the goodwill associated with a brand name which adds tangible value to a company through the resulting higher profits and sales

Brand heritage
the background to the brand and its culture

Brand personality
the character of a brand described in terms of other entities such as people, animals and objects

Brand reflection
the relationship of the brand to self-identity

Brand stretching
the use of an established brand name for brands in unrelated markets

Brand values
the core values and characteristics of a brand

Branding
the process by which companies distinguish their offerings from the competition

Brands
the distinctive identity of a product

Break-even analysis
the calculation of the quantity needed to be sold to cover total costs

Breaking bulk
usually an activity performed by a wholesaler by buying in bulk and breaking the quantities down into smaller quantities for further distribution

Broadcast sponsorship
a form of sponsorship where a television or radio programme is the focus

Buffer stocks
Safety stocks stocks or inventory held to cover against uncertainty about re-supply lead-times

Build
a strategy of managing a product for sales and share growth

Bundled prices
the pricing of a number of separable products as one package, usually effectively lowering the price

Business analysis
a review of the projected sales, costs and profits for a new product to establish whether these factors satisfy company objectives

Business format franchising
a franchising method whereby marketing approaches, quality control and operating procedures are offered to the franchisee

Business mission
the organization’s purpose, usually setting out its competitive domain

Buy-back
where part of e.g. a sale of production plant is financed by buying back some of the final product

Buy class
a category of organizational purchase, generally of three kinds, namely, new task, straight re-buy or modified re-buy

Buy-response method
a study of the value customers place on a product by asking them if they would be willing to buy it at varying price levels

Buyer
an individual who purchases a product or service

Buyer
those who have the authority to negotiate and execute the contractual arrangements

Buyer behaviour
the reasons why customers buy, their choice criteria, when, how and where they buy

Buying centre
a group of persons usually within an organization which is responsible for the buying decision

Buying signal
a statement by a buyer which indicates she is interested in buying

Buying situation
extended problem solving, limited problem solving and habitual solving

Bypass attack
circumventing the defender’s position, usually through technological leapfrogging or diversification