Marketing Management, 16th Edition

L

• Labeling, 174

• Labor markets, 5

• Laddering “why” questions, 105

• Lesbian, gay, bisexual, and transgender (LGBT) market, 134

• Leverageable advantage, 150

• Life cycle stage, 129

• Life stage, 129

• Likability, corporate, 92

• Liking, brand, 265

• Line filling, 171

• Line stretching

  • down-market stretch, 169–70

  • Purina Dog Food, 170

  • two-way stretch, 170

  • up-market stretch, 170

• Localized marketing program, 452

• Locate-compare-select process, 352

• Location pricing, 251

• Logical resistance, 307

• Logic of targeting, 120

  • mass customization, 120

  • mass marketing, 120

• Long-tail theory, 135

• Low-income communities, 469–70

• Loyalty

  • building, 420, 424–27

  • in business-to-business

  • customer interaction, 433

  • customer relationships, 427

  • defined, 421

  • goods and service, 424

• Loyalty ...