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A Priori Segmentation A segmentation approach in which segmentation variables, such as age or income, are selected first and then customers are classified accordingly; the reverse of this is Post Hoc Segmentation in which, after data on existing customers are analysed, segments based on similarities and differences are formed. AANA Australian Association of National Advertisers. AARDS Australian Advertising Rate and Data Service. ABC Account Classification the classification of customer accounts within a sales territory or region into groups according to their size and potential, and, therefore, their importance; the classification is used primarily to determine call frequency. ABC Inventory Analysis the classification of goods held in inventory according to sales volume; the classification is used primarily to determine stock location within the warehouse. ABN Australian Business Number. Above-the-Line Advertising advertising which employs one of five main media - th...

Baby Boomers the generation of people born between 1946 and 1959, a period of explosive population growth in Australia. Baby Bouncers the generation of people who are the children of the "baby boomers"; also referred to as Yuppie Puppies. See Baby Boomers. Backward Integration a strategy for growth in which a company seeks ownership of, or some measure of control over, its suppliers. See Forward Integration; Horizontal Integration. Backward Invention an product strategy in international marketing in which a company produces a less complex version of its domestic product for developing and less-developed countries. Backward Marketing Channel see Reverse Marketing Channel. Bad Question in a survey or questionnaire, any question that distorts the fundamental communication between a researcher and respondent; examples of bad questions are those that are incomprehensible, unanswerable, ask for a response to more than one issue, or are ‘loaded’ in that they lead the res...

C-Type Response a response to an advertisement or an advertising campaign which is immediately obvious. See S-Type Response. CAD abbrev. Computer-Aided Design. Call a visit to a client or prospective buyer by a sales representative to gather information, make a sales presentation, secure an order, or provide service. Call Centre an organisation established for telemarketing operations, either out-going or incoming or both. Call Planning the arrangement of a sales representative's visits to buyers into an orderly sequence, the setting of objectives, and the formulation of strategies for each call. Call Report a written record of sales calls made by a representative for submission to a supervisor. See Call. Call-Back Approach making a second or subsequent attempt to sell to a particular buyer, usually presenting the product from an entirely new angle. See Call. CALLPLAN an interactive computer program for determining the optimal number of calls to be made on each of a ...