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 Manufacturerís 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 buyerís 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 commercialise
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 commercialisation.
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 ìnewî 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 organisational buying situation in which the organisation
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 skilful 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 - abbrev. 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.
