Речник

K

Keep-Out Pricing
Pricing practice, common in oligopolistic market situations, in which the large companies maintain very low prices to discourage smaller competitors and thus protect their own market shares.

Keeper
A premium used to induce a consumer to take some action, such as completing a survey or trying a product.

Kerning
Spacing between the letters of a word.

Key Performance (Performance Rezult)
The desired end effect or impact of a program of campaign performance.

Kickback
Bribe or illegal payment offered to an organisational buyer in order to obtain the business; commonly, the kickback is a percentage of the salesperson's commission on the sale or an item of merchandise.

Kickback
a bribe or illegal payment offered to an organisational buyer in order to obtain the business; commonly, the kickback is a percentage of the salesperson's commission on the sale or an item of merchandise

Kinesic Communication
body language; communication by body movement - posture, stance, hand movements, winking, head nodding, etc.

Kinked Demand Curve
the shape of a demand curve when any rise in price above the customary level will result in a sharp decline in demand.

Knocking Copy
advertising copy in which one manufacturer compares a product to the product of another; under the Advertising Code of Ethics administered by the Media Council of Australia, knocking copy is allowed provided one does not "disparage identifiable products, services or advertisers in an unfair or misleading way"

Knockoffs
a colloquial term used in reference to new product innovations which are almost identical, look-alike copies of competitors' best-selling items; knockoffs are common where the item copied fits nicely with the manufacturing and marketing strengths of the company which copies it, and are intended to take overall market share from the competitor.

Known Group t-Test
An inferential statistical test of significance that compares the results for a sampled group on some continuous
measurement dependent variable against a known value; see also: inferential statistics, independent ttest.

Kotler's Black Box Model
a model devised by U.S. marketing academic, Philip Kotler, to explain the hidden nature of consumer decision-making; using the well-established analogy of the "black box" to represent the human mind, Kotler describes the marketer's task as that of trying to understand why, how, when, and from whom, consumers buy. See Consumer Behaviour.

KR-20
A reliability statistic for nominal- or ordinal-level
measurement; also known as Kuder-Richardson Formula 20; see also: reliability, Coefficient Alpha.

Krippendorf's Alpha
A fairly simple content analysis coding reliability measure; see also: reliability, intercoder reliability, Intracoder reliability, Holsti's Reliability Coefficient, Scott's pi,
Cohen's kappa.