glossary

'H'

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Harvesting - Harvesting calls for gradually reducing a product or business’s costs while trying to maintain its sales. Harvesting is an ethically ambivalent strategy, and is difficult to execute. Harvesting can substantially increase the company’s current cash flow.

Headlines - A number of researchers into print advertisements report that the picture, headline, copy are important in that order. The reader first notices the picture, & it must be strong enough to draw attention. Then the headline must propel the person to read the copy. The copy must be well composed.

Healthy Skepticism - Marketing researchers show a healthy skepticism toward glib assumptions made by managers about how a market works. They are alert to the problems caused by “marketing myths”.

Heavy User Target Marketing - This marketing approach makes sense, provided that heavy users are identifiable and are early adopters for the mass-market approach.

Heterophily - The degree to which two people are different from each other.

Hierarchy-of-Effect - A series of steps by which consumers receive and use information in reaching decisions about what actions they will take (e.g., whether or not to buy a product).

High Low Pricing - Where the retailer charges higher prices on an everyday basis but then funds frequent promotions in which prices are temporarily lowered below the everyday low price level.

Homogeneous Preference - Reveals a market where all the consumers have roughly the same preferences.

Homogeneous Shopping Goods - are similar in quality but different enough in price to justify shopping comparisons.

Homophily - The tendency for people who are similar to like one another and therefore associate with one another.

Horizontal Channel Conflict - involves conflict between members at the same level within the channel.

Horizontal Integration – Company’s seek ownership or increased control of some of its competitors.

Horizontal Marketing System - is two or more unrelated companies put together resources or programs to exploit an emerging marketing opportunity.

Household Patterns - Versus the “traditional” household consisting of a husband, wife, and children, one out of eight households in the United States are “diverse” or “non-traditional.” Each different group have a distinctive set of needs and buying habits. Marketers must increasingly consider the special needs of nontraditional households, because they are now growing more rapidly than traditional households.

Hub - A person who communicates (directly or indirectly) with more people than average about a certain product category.

Hunter - A front line sales professional responsible for finding and bringing in new business.

Hybrid Channels - Where companies are multiplying the number of “go-to-market” or hybrid channels

Hype - A communication that sets high expectations that are not met.

Hypermarkets - range between 80,000 & 220,000 square feet & combine supermarket, discount, and warehouse retailing. They feature bulk display and minimum handling by store personnel, with discounts for customers who are willing to carry heavy appliances and furniture out of the store.

Hypothecation - Borrowing funds from a lender, investing those funds in a debt instrument, and giving the lender a security interest in the debt instrument as the collateral for the loan.

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