Galvanic Skin Response - a physiological testing technique in which
the electrical conductivity of the skin is measured to check the level
of arousal caused by an advertisement. See Galvanometer.
Galvanometer - a scientific instrument used in marketing research to
measure the reaction of a subject in a study to an advertisement; the instrument
measures the perspiration that accompanies the subject's interest or arousal.
See Galvanic Skin Response.
Gap Analysis - the determination of the methods and techniques used
to fill the "gap" between corporate sales and financial objectives
and the current long-range forecasts of the sales team.
Gatekeepers - people within organisations who can control the flow of
information to members of the buying centre. See Buying Centre.
GE Matrix - see General Electric Strategic Business Portfolio Planning
Grid.
General Electric Strategic Business Portfolio Planning Grid - a portfolio
analysis and planning grid developed by General Electric; it uses a two-dimensional
matrix based on industry attractiveness and business strength.
General Public - all of the people in the society in which a firm operates;
within the general public there may be some who view its actions favourably
and some who view them unfavourably. See Publics.
Generic Advertising - advertising a category or class of product rather
than a particular brand, as in "Butter is good for you!", "Feed
the man meat!", "Drinka Pinta Milka Day!", etc.
Generic Brand - a "no-name" brand; a product that does not
carry a brand name.
Generic Competitors - products which are all different in type but are
capable of satisfying the same basic want of the prospective purchaser.
For example, the consumer may want to buy some new kitchen appliances
but must choose between a dishwasher, a refrigerator and a microwave oven.
Generic Products - unbranded products identified only by product category.
Generics - see Generic Brand.
Geocentric Approach to Pricing - an approach to global pricing in which
affiliate or subsidiary companies supply information about local market
conditions and the corporation then sets prices accordingly to maximise
profits in each national market. See Adaptation Approach to Pricing.
Extension Approach to Pricing.
Geocentrism - the view that the whole world is one single market.
Geodemographics
Geographic Deployment - the deployment of a sales team on a regional
or district basis as opposed to a product-type or customer-type basis.
Geographic Market Concentration - a distinctive characteristic of
the industrial market; the industrial market tends to be more geographically
concentrated than the consumer market.
Geographic Organisation - the organisation of firm's marketing activities
so that a separate division is responsible for each of its major geographic
markets. See Organisational Markets.
Geographic Price Adjustments - see Geographical Pricing.
Geographic Segmentation - the division of a total, heterogeneous market
into relatively homogeneous groups on the basis of area, district, region,
state, etc. See Segmentation Bases.
Geographic Variables - area or regional differences used to segment
a market.
Geographical Pricing - a pricing method in which customers bear the
freight costs from the producer's location to their own; examples of geographical
pricing include FOB pricing, base-point pricing and zone pricing. See
FOB Pricing; Base-Point Pricing; Zone Pricing.
Global Brands - brands sold to world markets with essentially the same
promotion.
Global Marketing - marketing the same or very similar products to world
markets with essentially the same promotion; also commonly referred to
as International Marketing.
GNP - abbrev. Gross National Product
Go Error - a failure at any stage (but especially at the screening
stage) in the new product development process when a decision is made to
proceed with a product which, in hindsight, should have been abandoned.
See Drop Error; New Product Development.
Goals - aims of a broad, long-term nature as opposed to objectives
which are more explicit and relate to a specified time period. See Objectives.
Goods-Services Continuum - the idea that products contain elements
of both goods and services in varying degrees.
Goodwill - the difference between the value of a business as a going
concern and the sum of the value of its assets if taken separately.
Government Markets - federal, state and local government departments
and agencies which buy goods and services needed to conduct their operations.
Grade Label - a tag, sticker, label, letter, mark or symbol which identifies
the quality or grade of a product offered for sale. See Label.
Green Marketing - the marketing of "environmentally friendly"
products; marketing which takes into account environmental issues such
as wastefulness of the earth's resources, pollution, the release of toxins
into the atmosphere, etc.
Greeters - a mid-nineteenth century term for a salesperson; greeters,
representing manufacturers and wholesalers, met retailers in hotel lobbies
as they arrived on buying visits.
Grey Market - the importing of particular goods by firms which have
not been appointed by the manufacturer as official distributors of the
product; a term also used to describe the "over 60s" market for
various goods and services of interest to this age group.
Greying of Australia - a term used to describe the ageing of the population;
the median age of the Australian population has been rising steadily since
1960 because of a declining birth-rate and increased longevity.
Gross Margin - see Gross Profit.
Gross Margin Quota - a common form of sales assignment, goal or target
used to measure a salesperson's performance; a gross margin quota is used
to urge a salesperson to sell a healthy portion of higher-profit items
which are usually higher in price and often harder to sell. Other commonly
used types of sales quotas are unit volume quotas, dollar volume quotas,
net profit quotas and activity quotas. See Sales Quota.
Gross National Product - the total market value of goods and services
produced by a nation in a year.
Gross Profit - the amount left when selling costs and operating expenses
are deducted from total revenue; also called Gross Margin.
Gross Rating Points - a ratio measuring the value of a media schedule
in advertising, calculated by multiplying reach by frequency. See Frequency;
Reach.
Gross Sales - the total revenue from all sales to customers in a specified
period.
Group Influences - members of a family, peers, opinion leaders, etc.
who have an effect on a consumer's spending or purchase behaviour. See
Reference Groups; Aspirational Reference Groups; Contactual Reference Groups;
Membership Reference Groups.
Group Prospecting - finding new customers by displaying and demonstrating
merchandise at functions, clubs, home parties, etc. See Prospecting.
Group Sales Training - the training of sales representatives, usually
in formal sessions, as a group. See Formal Training.
Group Selling - a selling situation in which a salesperson presents
a product or product range to a group of buyers from one company or to
a buying committee. See Team Selling.
Growth Rate - see Market Growth Rate.
Growth Stage of Product Life Cycle - the second stage (after the introductory
stage) in the life cycle of a successful product; sales revenues increase
steadily as the product finds market acceptance, prices generally remain
high despite increasing competitive threats and profit margins are at peak
level.
Growth Strategies - the means by which an organisation plans to achieve
its objective to grow in volume and turnover. Four broad growth strategies
are available - market penetration, product development, market development
and diversification.
GRP - See Gross Rating Points.
Guarantee - a written assurance by the manufacturer that a product
will be replaced or repaired to the customer's satisfaction if it is found
to be defective or does not perform as intended. See Warranty.
Guaranteed Price - an assurance given by a manufacturer to a marketing
intermediary that if the wholesale price of a product is lowered while
the intermediary is still holding stocks, the difference will be refunded;
the purpose of the guaranteed price is to encourage the intermediary to
order a large quantity of the product with confidence.
Guided Dreams - a method of collecting qualitative marketing research
data in which respondents are asked to imagine they are dreaming or fantasising;
whilst in this state, a researcher seeks their emotional reactions to particular
products and brands. See Qualitative Marketing Research.
