O

  • Objective-and-task method, budgeting, 414–415

  • Objectives

    • determine competitors’, 521

    • goals and, setting company, 42

    • marketing plan, 57

  • Observational research, 109–110

  • Obsolescence, planned, 578–579

  • Occasions segmentation, 192

  • Occupation, as consumer buyer behavior, 143

  • Offer

    • perceived value of, 322

    • service, 238

  • Off-invoice trade promotions, 476

  • Off-list trade promotions, 476

  • Off-price retailers, 370, 372

  • Oligopolistic markets, 297, 298

  • Omni-channel buyers, 368

  • Omni-channel retailing, 369, 383–385, 492

  • Online advertising, 433, 493–494

  • Online and digital security, 508

  • Online behavior, 113–114

  • Online catalogs, 505

  • Online display ads, 493–494

  • Online dynamic pricing, 316–318

  • Online focus groups, 113

  • Online marketing, 22–23, 490, 492–493. See also ...

Get Principles of Marketing, 17/e now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.

Start your free trial