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O
Omnibus
survey
a regular survey usually operated by a market research specialist
company which asks questions of respondents
Operant conditioning
the use of rewards to generate reinforcement of response
Opportunity
a situation favourable to the achievement of the organization’s
objectives, usually characterised by unfulfilled customer
demand, the organization being in a position to meet that
demand and the relative weakness or total absence of competition.
Opportunity
cost
that which is foregone in the pursuit of a given strategy
Order point
the level of inventory at which re-ordering is advisable
to avoid stock-outs caused by the lead-time to resupply
Order-creators
salespeople who do not receive orders directly as they talk
to specifiers rather than buyers
Order-getters
salespeople who attempt customers to place an order directly
Order-takers
salespeople who respond to already committed customers
Organizational
salespeople
salespersons whose role is to maintain close long-term relationships
with organizational customers, often involved in team selling
Overt power
play
the use of visible, open kinds of power tactics
Own label
retailer’s own brand
Own-label
brands
brands created and owned by distributors or retailers
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