Habituation is the phenomenon of the absolute threshold - a stimulus which becomes familiar is no longer perceived

Hall test is interview survey carried out in a pre-booked location. Recruitment is usually from a nearby street and respondents are often given refreshments. Materials, videos and displays can be used.

Advantages of hall tests: 1. Samples, videos, displays and so on can be used to aid data gathering on the product ranges in question, 2. Interviews can be more in-depth, 3. An appropriate environment can be created to help ensure the right quality of responses.
Disadvantage: Hall tests are more costly to administer and conduct.

Halo effect First impressions lead to selective judgements.

Hard information See Information

Hawthorne studies Principal case history underpinning the human relations school.

Herzberg's theory of motivations see Model.

Historical cost see Overheads/costs/expenses.

Home shopping See Interactive television shopping.

Home audit Investigation of a respondent's home, office or premises so as to determine the extent of ownership of certain products/brands.

Horizontal integration
Definition #1. Horizontal integration is the merging of firms producing similar products.
Definition #2. Horizontal integration firm acquires more businesses delivering similar products similar markets.

Horizontal marketing systems A channel arrangement in which two or more companies at one level join together to follow a new marketing opportunity. (Philip Kotler)

Hotshops Agencies that employ creative specialists who offer design and copy writing services.

Human relations school Management theorists (e.g. Mayo) who believed that social factors in the work place determined productivity; not empirically proven (happier workers are not necessarily more productive).

Human resource management Value activity related to recruiting, training, indoctrinating and firing people, and planning human resource needs; making the most effective use of employees.

Human resource management issues : 1. Recruitment and training; 2. Career management; 3. Appraisal schemes; 4. Communication: 4.1 Email; 4.2 Major conferences; 4.3 Language.

Methods of incentive the human resources :
1. Regular and fairly frequent communication with the staff: 2. Financial rewards: 2.1 Incentives, 2.2 Loyalty schemes; 3. Training; 4. Regular feedback: 4.1 Reports, 4.2 Employees' newsletters, 4.3 Intranet, etc., 4.4 Open communication channels, 4.5 Contests; 5. Corporate culture: 5.1 'Goals down - Plans up' schemes, 5.2 Common Values, 5.3 Leadership guide, 5.4 Clear and widespread corporate goals/strategy, 5.5 Contests.

See also Maslow hierarchy of needs.

Human resources The people with needed skills, motivation, and personal characteristics who fill out the organization structure. (Philip Kotler)

Hypermarkets Huge stores that com-bine supermarket, discount, and warehouse retailing; in addition to food, they carry furniture, appliances, clothing, and many other things. (Philip Kotler)