Marketing Dictionary -N
NAM Teams
see National Account Marketing
Narrowcasting
a term used in reference to cable television in the U.S., where cable TV stations, with specialised interests such as sports, news, weather, movies, etc, allow advertisers great selectivity; that is, advertisers can ìnarrowcastî their messages rather than broadcast them.
National Account Marketing
the creation of marketing teams or groups (NAM Teams) within a company specifically to meet the needs of major client organisations; the teams or groups usually consist of marketing and sales personnel as well as engineers, production specialists, and so on.
National Accounts
major accounts which are sometimes served by a separate salesforce because of their importance. Account specialists try to meet their special needs and to develop close relationships with key personnel. Also referred to as Direct Accounts and House Accounts.
National Brand
see Manufacturers Brand
National Introduction
the immediate launch of a new product on a nation-wide scale. Because of the risk and the substantial investment in production and marketing that a national introduction requires, many organisations choose rollout approach instead. See Rollout.
National Marketing Manager
a marketing manager with the responsibility for the nation-wide operations of a marketing division.
National Sales Manager
a sales manager with responsibility for the nation-wide operations of a sale division.
Near-Pack Premium
a sales promotion in which a gift is to be collected from elsewhere in the store by consumers who have purchased a particular product. See In-Pack Premium; On-Pack Premium; Premiums; With-Pack Premium.
Need-Directed Consumers
one of three broad groups of consumers (with outer-directed consumers and inner-directed consumers) identified in the Stanford Research Instituteís survey of American lifestyles. Need-directed consumers, representing about ten per cent of consumers in the U.S., are motivated by need rather than by choice. See Inner-directed consumers; Outer-directed consumers.
Need-Gap Analysis
an approach to identifying the unmet needs of consumers, in which respondents are asked to envisage the ideal brand or product and then to rate various existing brands or products on key attributes; if no existing brand or product measures up to the ideal, a gap exists which could be filled by a new brand or product.
Need Objection
an objection by a prospective buyer that they have no need for the product offered by a salesperson. See Objections.
Need-Satisfaction Approach
an approach to selling based on soliciting information to uncover a buyers need before attempting to present an appropriate product from the range to satisfy it.
Needs
innate feelings of deprivation in a person. See Wants.
Negative Demand
demand for products which consumers dislike and would prefer not to have to purchase. Negative demand for a particular product exists when consumers, generally, would be prepared to pay more than the price of the product to avoid having to buy it, as in the case of unpleasant and painful medical treatment.
Negotiated Contract
a formal arrangement for the supply of goods or services at a price agreed upon both the buyer and seller.
Negotiated Price
a price agreed upon for the supply of goods or services by both buyer and seller.
Negotiated Rate
a non-standard charge for the carriage of goods agreed to by both manufacturer and transport company.
Negotiated Selling
a selling approach in which a salesperson attempts to produce a ìwin-winî outcome for both parties. The approach entails the assumption of a partnership between buyer and seller, the salesperson acting as a counsellor to assist the buyer to find the best solution to a problem.
Networking
establishing an informal set of contacts among people with common social and business interests as a source of prospects, for the exchange of information, and for support.
New Account-Conversion Ratio
a measure used to evaluate a salespeople in which the conversion rate of prospects to customers is calculated.
New Product Committee
a group within a company responsible for new product policies, including the assignment of priorities to options and ideas for new products and the final decision on whether or not to commercialism them.
New Product Department
a permanent department within a company responsible for overseeing the development of all new products.
New Product Development
the creation of new products needed for growth or to replace those in the decline stage of their life-cycle; the stages in the new product development process are commonly listed as idea generation; screening; concept development and testing; the formulation of marketing strategies; business analysis; production; market testing; and commercialization.
New Product Duplication
the introduction by a company of a product that is known to the market but new to the company. See Innovation; Product Extension.
New Products
products which are knew in one or other of two - new to a company or new to a market; they include existing products which have been improved or revised, brand extensions, additions to existing line, repositioned products targeted at to new markets, and new-to-the-world products. See Innovation; New Product Development; New-To-The-World Products; Product Extension.
New Task Buying
an organizational buying situation in which the organization has had no previous experience with the purchase of product of the kind required. See Buy Classes.
New-To-The-World Products
products which serve a purpose for which no product has previously existed. See New Products.
Niche
see Market Niche
Niche Marketing
see Concentrated Marketing
Nichemanship
a term used to refer to the art of skillful selection of market segments in which a firm can compete effectively.
Noise
any influence external to the sender or receiver which distorts the message in the communication process. See Communication Process.
No-Name Brand
see Generic brand
No-Need Objection
an objection raised by a prospective buyer on the ground that the product offered by a salesperson is not needed.
Non-Business Marketing
see Non-Profit Marketing
Non-Cumulative Quantity Discount
a one-time reduction in list price for a quantity purchased. See Cumulative Quantity Discount.
Non-Durable Goods
see Consumer Non-Durables
Non-Family Households
singles and non-related individuals living together; the increase in the number of non-family households is an important feature if the changing Australian demography in recent years.
Non-Manipulative Selling Techniques
methods used in selling where a salesperson, rather than trying to force an unwanted product on a customer by high-pressure means, works with the customer to identify a genuine need and to provide a satisfying solution. See Manipulative Selling Techniques.
Non-Monetary Price
that which it costs a consumer, other than money, to buy a product; the non-monetary price of purchasing a product includes the time devoted to shopping for it and the risk taken that it will deliver the expected benefits. Non-monetary price is an important concept in social marketing - for example, the price of avoiding the cancellation of a driverís licence is the abstinence from alcohol if driving.
Non-Packaged Goods
a sub-category of consumer non-durables; for example, petrol is a non-packaged consumer non-durable good. See Consumer Non-Durables; Packaged Goods.
Non-Price Competition
competition in which an element other than price (eg: prestige, convenience, taste etc) is the major means of differentiating the product of one company from that of a rival. See Competitors; Price Competition.
Non-probability Sample
a sample in which the chance of an individual within the total population being chosen is not known.
Non-probability Sampling
the selection of a sampling unit by arbitrary methods, such as convenience and judgement.
Non-Profit Marketing
marketing activity undertaken by a firm whose primary objective is one other than profit; sometimes called Non-Business Marketing.
Non-Profit Organisations
organisations that buy and distribute goods and services for reasons other than the return of profit to their owners.
Non-Selling Activities
tasks other than selling activities which form part of a salespersonís duties and responsibilities - paperwork, reports and sales meetings, for example.
Non-Store Retailing
the merchandising of goods by means other than retail shops; merchandising by mail order, vending machines, telephone, door-to-door, etc.
Nonverbal Communication
the transmission of a message from sender to receiver without using words. See Body Language; Kinesic Communication; Proxemic Communication; Tactile Communication.
Normative Influence
the influence exerted on an individual by a reference group to conform to its norms.
NQT
New Qualitative Technologies
Nutritional Labelling
the requirement, either by law or under voluntary industry codes, that certain products be marked with the nutritional value of their ingredients. See Label.
see National Account Marketing
Narrowcasting
a term used in reference to cable television in the U.S., where cable TV stations, with specialised interests such as sports, news, weather, movies, etc, allow advertisers great selectivity; that is, advertisers can ìnarrowcastî their messages rather than broadcast them.
National Account Marketing
the creation of marketing teams or groups (NAM Teams) within a company specifically to meet the needs of major client organisations; the teams or groups usually consist of marketing and sales personnel as well as engineers, production specialists, and so on.
National Accounts
major accounts which are sometimes served by a separate salesforce because of their importance. Account specialists try to meet their special needs and to develop close relationships with key personnel. Also referred to as Direct Accounts and House Accounts.
National Brand
see Manufacturers Brand
National Introduction
the immediate launch of a new product on a nation-wide scale. Because of the risk and the substantial investment in production and marketing that a national introduction requires, many organisations choose rollout approach instead. See Rollout.
National Marketing Manager
a marketing manager with the responsibility for the nation-wide operations of a marketing division.
National Sales Manager
a sales manager with responsibility for the nation-wide operations of a sale division.
Near-Pack Premium
a sales promotion in which a gift is to be collected from elsewhere in the store by consumers who have purchased a particular product. See In-Pack Premium; On-Pack Premium; Premiums; With-Pack Premium.
Need-Directed Consumers
one of three broad groups of consumers (with outer-directed consumers and inner-directed consumers) identified in the Stanford Research Instituteís survey of American lifestyles. Need-directed consumers, representing about ten per cent of consumers in the U.S., are motivated by need rather than by choice. See Inner-directed consumers; Outer-directed consumers.
Need-Gap Analysis
an approach to identifying the unmet needs of consumers, in which respondents are asked to envisage the ideal brand or product and then to rate various existing brands or products on key attributes; if no existing brand or product measures up to the ideal, a gap exists which could be filled by a new brand or product.
Need Objection
an objection by a prospective buyer that they have no need for the product offered by a salesperson. See Objections.
Need-Satisfaction Approach
an approach to selling based on soliciting information to uncover a buyers need before attempting to present an appropriate product from the range to satisfy it.
Needs
innate feelings of deprivation in a person. See Wants.
Negative Demand
demand for products which consumers dislike and would prefer not to have to purchase. Negative demand for a particular product exists when consumers, generally, would be prepared to pay more than the price of the product to avoid having to buy it, as in the case of unpleasant and painful medical treatment.
Negotiated Contract
a formal arrangement for the supply of goods or services at a price agreed upon both the buyer and seller.
Negotiated Price
a price agreed upon for the supply of goods or services by both buyer and seller.
Negotiated Rate
a non-standard charge for the carriage of goods agreed to by both manufacturer and transport company.
Negotiated Selling
a selling approach in which a salesperson attempts to produce a ìwin-winî outcome for both parties. The approach entails the assumption of a partnership between buyer and seller, the salesperson acting as a counsellor to assist the buyer to find the best solution to a problem.
Networking
establishing an informal set of contacts among people with common social and business interests as a source of prospects, for the exchange of information, and for support.
New Account-Conversion Ratio
a measure used to evaluate a salespeople in which the conversion rate of prospects to customers is calculated.
New Product Committee
a group within a company responsible for new product policies, including the assignment of priorities to options and ideas for new products and the final decision on whether or not to commercialism them.
New Product Department
a permanent department within a company responsible for overseeing the development of all new products.
New Product Development
the creation of new products needed for growth or to replace those in the decline stage of their life-cycle; the stages in the new product development process are commonly listed as idea generation; screening; concept development and testing; the formulation of marketing strategies; business analysis; production; market testing; and commercialization.
New Product Duplication
the introduction by a company of a product that is known to the market but new to the company. See Innovation; Product Extension.
New Products
products which are knew in one or other of two - new to a company or new to a market; they include existing products which have been improved or revised, brand extensions, additions to existing line, repositioned products targeted at to new markets, and new-to-the-world products. See Innovation; New Product Development; New-To-The-World Products; Product Extension.
New Task Buying
an organizational buying situation in which the organization has had no previous experience with the purchase of product of the kind required. See Buy Classes.
New-To-The-World Products
products which serve a purpose for which no product has previously existed. See New Products.
Niche
see Market Niche
Niche Marketing
see Concentrated Marketing
Nichemanship
a term used to refer to the art of skillful selection of market segments in which a firm can compete effectively.
Noise
any influence external to the sender or receiver which distorts the message in the communication process. See Communication Process.
No-Name Brand
see Generic brand
No-Need Objection
an objection raised by a prospective buyer on the ground that the product offered by a salesperson is not needed.
Non-Business Marketing
see Non-Profit Marketing
Non-Cumulative Quantity Discount
a one-time reduction in list price for a quantity purchased. See Cumulative Quantity Discount.
Non-Durable Goods
see Consumer Non-Durables
Non-Family Households
singles and non-related individuals living together; the increase in the number of non-family households is an important feature if the changing Australian demography in recent years.
Non-Manipulative Selling Techniques
methods used in selling where a salesperson, rather than trying to force an unwanted product on a customer by high-pressure means, works with the customer to identify a genuine need and to provide a satisfying solution. See Manipulative Selling Techniques.
Non-Monetary Price
that which it costs a consumer, other than money, to buy a product; the non-monetary price of purchasing a product includes the time devoted to shopping for it and the risk taken that it will deliver the expected benefits. Non-monetary price is an important concept in social marketing - for example, the price of avoiding the cancellation of a driverís licence is the abstinence from alcohol if driving.
Non-Packaged Goods
a sub-category of consumer non-durables; for example, petrol is a non-packaged consumer non-durable good. See Consumer Non-Durables; Packaged Goods.
Non-Price Competition
competition in which an element other than price (eg: prestige, convenience, taste etc) is the major means of differentiating the product of one company from that of a rival. See Competitors; Price Competition.
Non-probability Sample
a sample in which the chance of an individual within the total population being chosen is not known.
Non-probability Sampling
the selection of a sampling unit by arbitrary methods, such as convenience and judgement.
Non-Profit Marketing
marketing activity undertaken by a firm whose primary objective is one other than profit; sometimes called Non-Business Marketing.
Non-Profit Organisations
organisations that buy and distribute goods and services for reasons other than the return of profit to their owners.
Non-Selling Activities
tasks other than selling activities which form part of a salespersonís duties and responsibilities - paperwork, reports and sales meetings, for example.
Non-Store Retailing
the merchandising of goods by means other than retail shops; merchandising by mail order, vending machines, telephone, door-to-door, etc.
Nonverbal Communication
the transmission of a message from sender to receiver without using words. See Body Language; Kinesic Communication; Proxemic Communication; Tactile Communication.
Normative Influence
the influence exerted on an individual by a reference group to conform to its norms.
NQT
New Qualitative Technologies
Nutritional Labelling
the requirement, either by law or under voluntary industry codes, that certain products be marked with the nutritional value of their ingredients. See Label.
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