|
G
Gatekeeper
those who control the flow of information, e.g. secretaries
who may allow or prevent access to a DMU member, or a buyer
whose agreement must be sought before a supplier can contact
other members of the DMU
Generic competitors
products which solve a customer’s problem or eliminate it
in a dissimilar way
Geodemographic
segmentation
the segmentation of consumers on the combined basis of location
and certain demographic and socio-economic data
Geodemographics
the process of grouping households into geographic clusters
based upon such information as type of accommodation, occupation,
number and age of children and ethnic background
Global branding
achievement of brand penetration worldwide
Global consumer
culture positioning
positioning a brand as a symbol of a given global culture
(e.g. young cosmopolitan men)
Going-rate
pricing
pricing at the rate generally applicable in the market,
focusing on competitors offerings rather than on company
costs
Guarantee
a promise by a manufacturer that if a product fails within
a certain period it will make good the defect for free under
certain conditions
Guerrilla
attack
making life uncomfortable for stronger rivals through e.g.
unpredictable price discounts, sale promotions, or heavy
advertising in a few selected regions
|
