Encyclopedia marketing management, Terms and Definitions

Encyclopedia Marketing Management (2347 Terms) Powered by www.drawpack.com; All rights reserved.

Management
A to Z Keyword Definition
Topic

Marketing
0-9 Management
3 Ms Three key resources: Men, Money and Minutes. Men means men and women, money mean budgets and minutes mean time.

Marketing
A Management
AAA American Academy of Advertising. An association of educators, students, and former educators in advertising.

Marketing
A Management
AAAA American Association of Advertising Agencies. An association whose members are ad agencies.

Marketing
A Management
Abandonment Rate The number of unique visitors that leave shopping carts prior to completing an online transaction.

―Above the Line‖ is the term commonly used for advertising for which a payment is made and for which commission is paid to
Marketing
A Management
Above the line the advertising agency. Methods of above the line advertising include television and radio, magazines, newspapers and
Internet.

Marketing A term borrowed from print newspapers that references the top portion of a Web page that is visible without scrolling.
A Management
Above-The-Fold
Important information should be presented above the fold to eliminate the need for scrolling by individuals browsing a web site.

Page 1 of 336


Advertising is considered to be above the line. Traditionally, advertising agencies charged commission on advertising which
Marketing
A Management
Above-The-Line was 'above the line'. Other work by the agency such as design of sales promotions, mail shots and PR activities were charged
a fixed fee and appeared on the agency bill 'below the line'.

Marketing
A Management
Above-The-Line-Cost Any cost involved in the advertising production process, specifically listed in a budget

Marketing Acceptable Price A consumer expectation of the price range for a given product category; pricing below the acceptable price range will be
A Management Range perceived as inferior, pricing above the acceptable price range will be considered too expensive.

Marketing Access to library materials and services, on one dimension, is represented in the location of physical facilities. Because
A Management
Access
libraries are travelled-to outlets, marketing location theories can be applied successfully to library siting.

Marketing
A Management
Accordian insert An ad inserted in a magazine, folded with an accordian-style fold.

Marketing
A Management
Account classification the summation or grouping of like items into categories such as revenue accounts, liability accounts and expense accounts.

Marketing A person in an advertising agency who serves as the principal contact with a client(s), coordinating the work of agency staff
A Management
Account Executive
members assigned to that account.

Page 2 of 336


Marketing
A Management
Account Management The process by which an agency or supplier manages the needs of a client.

Marketing The functional area responsible for interacting with clients. Account Supervisors, Account Executives and Project Managers
A Management
Account Services
are all part of the Account Services team.

Marketing
A Management
Accountability Systematic inclusion of critical elements of program planning, implementation, and evaluation in order to achieve results.

Marketing Accredited
A Management Programmes
Modular study that is assessed by exam or by project based assignments towards achieving a qualification

Acculturation is the obtainment of culture by an individual or a group of people. The term originally applied only to the process
Marketing
A Management
Acculturation concerning a foreign culture, from the acculturing or accultured recipient point of view, having this foreign culture added and
mixed with that of his or her already existing one acquired since birth.

Marketing
A Management
Accumulation An audience-counting method, where each person exposed to a specific vehicle is counted once within a certain time period.

Marketing
A Management
Acetate Transparent plastic sheet frequently used for overlays in ad layouts.

Page 3 of 336


Marketing A Classification Of Residential Neighbourhoods: a database which divides up the entire population of the UK in terms of the
A Management
ACORN
type of housing in which they live.

The users' perception of the relative worth of a product or service to them. Formally defined as the subjectively weighted
difference between the most a buyer would be willing to pay for the product or service, less the actual price of the item. Time
Marketing
A Management
Acquisition value user must spend to 'acquire' is often used as a surrogate for 'relative worth or price paid,' in library research. For example, a
user might be willing to expend drive time and a brief time in the library to check out a best seller, but not wait two weeks for a
copy to be returned.

Marketing
A Management
Action advertising Advertising intended to bring about immediate action on the part of the reader or viewer.

Marketing
A Management
Ad The name used to indicate an advertising message in the print media.

Marketing
A Management
Ad audience The number of unique users exposed to an ad within a specified time period.

Marketing A graphical image used as an advertisement and displayed within an HTML document. The image is most frequently linked to
A Management
Ad banner
the advertisers' website, where additional information is presented. See sample.

Marketing
A Ad blocker Software on a user‘s browser which prevents advertisements from being displayed.
Management

Page 4 of 336


Marketing
A Management
Ad campaign audit An activity audit for a specific ad campaign.

Marketing Ad centric
A Management measurement
Audience measurement derived from a third-party ad server's own server logs.

Marketing
A Management
Ad copy The printed text or spoken words in an advertisement.

Marketing Ad hoc market Ad-hoc research focuses on specific marketing problems. It involves the collection of data at one point in time from one sample
A Management research of respondents.

Marketing
A Management
Ad network An aggregator or broker of advertising inventory from many sites, for example, 24/7 Media.

Marketing A measure of advertising effectiveness in which a sample of respondents are exposed to an ad and then at a later point in time
A Management
Ad recall
are asked if they recall the ad.

Ad serving describes the technology and service that places advertisements on web sites. Ad serving technology companies
Marketing
A Management
Ad serving provide software to web sites and advertisers to serve ads, count them, choose the ads that will make the web site or
advertiser most money, and monitor progress of different advertising campaigns.

Page 5 of 336


Marketing Any of a variety of methods used to qualitatively or quantitatively evaluate the effectiveness of an advertisement. Pre-testing
A Management
Ad testing
involves showing different ad prototypes to groups to determine which is the most effective.

Marketing
A Management
Ad Words A system to advertise on Google & partner sites on a CPC (cost per click) basis

A sales technique using a sales message and sales behavior adapted for each prospect in response to the specific sales
Marketing Adaptive Selling
A Management
situation. Electronic commerce is an ideal vehicle for this technique because of its ability to gather input from customers
through effective interfaces.

Marketing The increase in worth of a product or service as a result of a particular activity - in the context of marketing, the activity might
A Management
Added Value
be packaging or branding.

Marketing
A Management
Additional Markup The practice of adding a price increase on top of the original markup.

Marketing
A Management
Add-On In charge accounts, the purchasing of additional merchandise without paying in full for previous purchases.

Marketing
A Management
Adjacencies Time periods immediately before and after a television program, normally used as a commercial break between programs.

Page 6 of 336


Marketing A measure of readership averages for print publications over a two-year period, used as a baseline for comparing specific ads
A Management
Adnorm
to an average.

Persons or agencies that adopt an innovation are often classified into five groups according to the sequence of their adoption
of it. (To illustrate this think of individual use of the Internet within the library, and for an agency, libraries that offer Internet
Marketing
A Management
Adopter categories access to the general public. 1) Innovators (first 2-5%); 2) Early adopters (10-15%)' 3) Early majority (next 35%); 4) Late
majority (next 35%); 5) Laggards (final 5-10%). This is important when considering how long it may take for the general public
to 'adopt' a product or service.

Marketing
A Management
Adoption A common model of stages in the purchase process ranging from; awareness, knowledge, evaluation, trial, and finally adoption

Marketing Asymmetric Digital Subscriber Line. Technology that allows data to be transmitted over copper pair telephone lines at up to 8
A Management
ADSL
Mbps. The technology allows internet access and telephony services to be available simultaneously.

Marketing
A Management
Advance premium A premium provided to a consumer, on the condition of some later purchase.

Marketing
A Advertisement A commercial message targeted to an advertiser‘s customer or prospect.
Management

Marketing
A Management
Advertiser The company paying for the advertisement.

Page 7 of 336


Advertising is the paid promotion of goods, services, companies and ideas by an identified sponsor. Marketers see advertising
Marketing
A Management
Advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal
selling and sales promotion.

Marketing Advertising (Ad) Copy
A Management
The printed text and/or spoken words that deliver the message contained in an advertisement.

Marketing
A Management
Advertising agency Marketing specialist firm that assists advertisers in planning and implementing advertising programs.

Marketing
A Advertising allowance Money paid to a retailer by a manufacturer for featuring its brands in the retailer‘s advertising
Management

Marketing
A Management
Advertising budget The total amount of money that a marketer allocates for advertising over a period of time.

Marketing Advertising
A Management Campaign
A planned sequence of advertisements.

Marketing
A Management
Advertising Copy The written or verbal component of an advertising message

Page 8 of 336


Marketing Advertising Degree to which an advertisement or advertising campaign achieves its stated objectives; typically gauged by measuring the
A Management Effectiveness campaign's impact on sales, brand awareness, and market share.

Marketing
A Management
Advertising elasticity The relationship between a change in advertising budget and the resulting change in product sales.

Marketing Advertising Exposure
A Management
An opportunity for a person to see or hear a marketing message.

Marketing Advertising
A Management impression
A possible exposure of the advertising message to one audience member.

Marketing Advertising Media
A Management
The various channels that advertisers employ to communicate messages to target audiences.

Marketing
A Management
Advertising message The use of words, symbols and illustrations to communicate to a target audience using prime media

Marketing Advertising 1) The purpose of an advertisement (for example, to inform, to persuade, to remind). 2) The specific goals of the advertiser,
A Management Objectives such as the amount of products sold or inquiries received.

Page 9 of 336


Marketing Advertising page
A Management exposure
A measure of the opportunity for readers to see a particular print advertisement, whether or not that actually look at the ad.

Marketing An explicit outline of what goals an advertising campaign should achieve, how to accomplish those goals, and how to
A Management
Advertising plan
determine whether or not the campaign was successful in obtaining those goals.

Research conducted to improve the efficacy of advertising. It may focus on a specific ad or campaign, or may be directed at a
Marketing
A Management
Advertising research more general understanding of how advertising works or how consumers use the information in advertising. It can entail a
variety of research approaches, including psychological, sociological, economic, and other perspectives.

Marketing Advertising response
A Management curve
Studies of this indicate that incremental response to advertising actually diminishes-rather than builds-with repeated exposure.

Marketing
A Management
Advertising revenue Revenue realized from the sale of advertising. See interactive advertising revenue.

Marketing
A Management
Advertising specialty A product imprinted with, or otherwise carrying, a logo or promotional message. Also called a promotional product.

The methodology advertisers use to achieve their advertising objectives. The strategy is determined by the particular creative
Marketing
A Management
Advertising strategy mix of advertising elements the advertiser selects, namely: target audience; product concept; communications media; and
advertising message.

Page 10 of 336


Marketing Advertising strategy Used to help define the product concept or to assist in the selection of target markets, advertising messages, or media
A Management research vehicles.

Marketing Advertising Value A commonly used PR measurement of the value of the space secured by PR executives had they bought that equivalent
A Management Equivalent (AVE) amount of space in advertising.

Marketing An advertorial is an advertisement written in the form of editorial copy in a printed publication. They are usually designed to
A Management
Advertorial
look like news stories.

Marketing
A Management
Advocacy advertising Advertising used to communicate an organization's views on issues that affect society or business.

Marketing
A Adware Free software which includes pop-up banner advertisements which cannot be dismissed. See ‗Banner Averts‘ and ‗Pop-up‘.
Management

Marketing A form of marketing or advertising used on the internet. Companies that sell products or services online link to relevant sites.
A Management
Affiliate Marketing
The advertising on the other or 'affiliate' sites is paid for according to results.

Marketing A grouping of businesses that provide support services to affiliate marketing programs. Services can include tracking
A Management
Affiliate Network
commissions and activity, marketing and sales support, etc.

Page 11 of 336


Marketing A tendency for similar or complementary retail stores to be located in close proximity to one another. Often, retail
A Management
Affinities
establishments will be near one another in order to facilitate comparison shopping and attract large consumer audiences.

Marketing targeted at individuals sharing common interests that predispose them towards a product, e.g. an auto accessories
Marketing
A Management
Affinity Marketing manufacturer targeting motoring magazine readers. Also, a campaign jointly sponsored by a number of disparate organisations
that are non-competitive but have a particular interest in common.

A disclosure of information in an advertisement, required by the Federal Trade Commission or other authority, that may not be
Marketing
A Management
Affirmative disclosure desired by the advertiser. This information frequently admits to some limitation in the product or the offer made in the
advertisement.

Marketing
A Management
After Sales Service Services received after the original goods or service have been paid for.

Marketing
A Management
Agate line A measure of newspaper advertising space, one column wide and 1/14th inch deep.

The agency's fee for designing and placing advertisements. Historically, this was calculated as 15 percent of the amount spent
Marketing
A Management
Agency commission to purchase space or time in the various media used for the advertising. In recent years the commission has, in many cases,
become negotiable, and may even be based on some measure of the campaign's success.

Marketing The functional area responsible for activities related to creating and producing each project, including concept development,
A Management
Agency Services
copywriting, design, public relations, illustration, photography and printing.

Page 12 of 336


Represent an organisation and sell on their behalf. Usually paid by a percentage commission on sales. Unlike distributors,
Marketing
A Management
Agents agents do not hold nor buy stock. They just make contacts, take/win orders and pass the order onto the producer who
subsequently delivers the goods.

Marketing
A Management
Aggregate Data Data that is rolled up from a smaller unit to show summary data.

A concept of market segmentation that assumes that most consumers are alike. Combining buying power in specific
Marketing
A Management
Aggregation categories within the various business units within a company or with other companies in order to secure optimal pricing and
service agreements from suppliers.

Marketing
A Management
Aging The length of time merchandise has been in stock.

Marketing Attention, Interest, Desire, Action: a model describing the process that advertising or promotion is intended to initiate in the
A Management
AIDA
mind of a prospective customer.

Marketing
A Management
Aided recall A research method frequently used to determine what consumers remember about an advertisement they have seen or heard.

Marketing abbrev. activities, interests and opinions. A measurable series of psychographic (as opposed to demographic) variables
A Management
AIO
involving the interests and beliefs of users.

Page 13 of 336


Marketing An artist's technique for creating a smooth gradation of color. It is often used to cover imperfections in a photograph, e.g., in a
A Management
Airbrush
model's skin.

Marketing
A Management
AIUAPR Awareness, Interest, Understanding, Attitudes, Purchase, Repeat purchase: a buying decision model.

Marketing Rather than provide all advertising services for one price, an agency may provide only the services that a client wishes to
A Management
Ala carte services
purchase.

The set of rules a search engine applies to web pages to determine which Web pages are displayed in the search results for a
Marketing
A Management
Algorithm search term. Search engines regularly change their algorithms to improve the quality of the search results, require constant
research and monitoring of optimization efforts.

Marketing
A Management
Allocation A sorting process that consists of breaking a uniform supply down into smaller and smaller groupings.

Marketing The alternative text that the browser displays when the surfer does not want to or cannot see the pictures present in a web
A Management
Alt Tag
page. Using alt tags containing key-words can improve the search engine ranking of the page for those keywords.

Marketing
A Management
Altavista One of the first large scale search engines.

Page 14 of 336


Marketing Alternative Advertising using vehicles other than traditional mass media; examples include text messaging on mobile phones and signs on
A Management Advertising supermarket shopping carts, etc.

Originally known as 'fringe media', ambient media are communications platforms that surround us in everyday life - from petrol
Marketing
A Management
Ambient Media pump advertising to advertising projected onto buildings to advertising on theatre tickets, cricket pitches or even pay slips. See
also 'buzz'.

A deliberate attempt by an organisation to associate itself with an event (often a sporting event) in order to gain some of the
Marketing
A Management
Ambush Marketing benefits associated with being an official sponsor without incurring the costs of sponsorship. For example by advertising during
broadcasts of the event. See also 'buzz'

Marketing Association of National Advertisers. An association whose members are advertisers, i.e., companies that advertise their
A Management
ANA
products or services.

Marketing
A Management
Analysis of Variance A statistical test employed with interval data to determine if k (k > 2) samples came from populations with equal means.

Marketing Analytical Hierachy A mathematical decision making technique that allows consideration of both qualitative and quantitative aspects of decisions. It
A Management Process (AHP) reduces complex decisions to a series of one-on-one comparisons, then synthesises the results.

Marketing Refers to a link on a web page, often found at the top or bottom of the page, that allows users to move to specific content on
A Management
Anchor
the web page.

Page 15 of 336


Marketing
A Management
Anchor Tag Code determining the destination of a link.

Marketing Animated
A Management advertisement
An ad that changes over time.

Marketing A format for graphic images that incorporates several images rotated in sequence. This technique is employed to deliver
A Management
Animated GIF
additional information in a limited space.

An animatic, also called a story reel, is a filmed version of a storyboard, created to test dramatic timing. At its simplest, an
Marketing animatic is a series of still images edited together and displayed in sequence. More commonly, a rough dialogue or sound
A Management
Animatic
track is added to the sequence of still images (usually taken from a storyboard) to test whether the sound and images are
working well together.

Animation is the technique in which each frame of a film or movie is produced individually, whether generated as a computer
Marketing
A Management
Animation graphic, or by photographing a drawn image, or by repeatedly making small changes to a model unit (see claymation and stop
motion), and then photographing the result with a special animation camera.

Marketing Stands for analysis of variance. A statistical test used with interval data to determine if samples came from populations with
A Management
ANOVA
equal means.

Model relating marketing strategy to general strategic direction. It maps product-market strategies - e.g. market penetration,
Marketing
A Management
Ansoff Matrix product development, market development and diversification - on a matrix showing new versus existing products along one
axis and new versus existing markets along the other.

Page 16 of 336


The composite print of a film with final mixed track(s) and final picture color timings. In many contracts the delivery of the
Marketing approved answer print is specified because it means that post-production has ended and release printing can begin, although
A Management
Answer print
the majority of prints are usually made from an internegative. Should always be distinguished in conversation and film labeling
from a blacktrack answer print, which contains no soundtrack.

Federal antitrust policy is set forth in four laws: the Sherman Antitrust Act, the Clayton Act, the Federal Trade Commission Act,
Marketing
A Management
Antitrust Laws and the Robinson-Patman Act. These laws are negative in character and outlaw restraints of trade, monopolizing, attempting
to

Marketing
A Management
Aperture The opening in a camera that determines the amount of light that reaches the film or videotape.

Marketing
A Management
Appeal The advertisement's selling message.

The term used to describe companies that provide software or services to a network of customers on an ongoing basis.
Marketing Application Service
A Management Provider
Customers pay for those services often on a monthly or quarterly basis rather than purchasing software in its entirety from the
outset.

Marketing
A Management
Approach Salesperson's initial contact with a prospective customer.

Marketing
A Management
Approved Vendors A list of suppliers with whom purchasing agents are allowed to close contracts.

Page 17 of 336


Marketing
A Management
Arbitron Television and radio rating service that publishes regular reports for selected markets.

Marketing Area of dominant A geographic designation, used by Arbitron, that specifies which counties fall into a specific television market. See, also,
A Management influence (ADI) Designated Market Area .

Marketing A method of sampling in which the total area of interest is divided into sub-areas that are then randomly sampled. Each sub-
A Management
Area Sampling
area in the sample is completely enumerated.

Customers buy from inside their own home or office. And delivery follows suit - directly into the home or the office. This is
Marketing 'armchair shopping' since customers do not have to get up, go out, shop and traipse wearily home again. Direct mail, door-to-
A Management
Armchair shopping
door selling, telesales, network retailing, television shopping channels and, of course, the Internet all facilitate armchair
shopping.

Marketing
A Management
Art direction The act or process of managing the visual presentation of an ad or commercial.

Art director in the hierarchical structure of a movie art department, the Art Director works directly below the production designer
Marketing
A Management
Art Director and a large part of their duties include the administrative aspects of the art department. They are responsible for assigning
tasks to personnel, keeping track of the art department budget and scheduling, as well as over all quality control.

Marketing
A Management
Art proof The artwork for an ad, to be submitted for client approval.

Page 18 of 336


Marketing Company that designs and produces artwork and illustrations for advertisements, brochures, and other communication
A Management
Art studio
devices.

Marketing
A Management
Artwork The visual components of an ad, not including the typeset text.

Marketing Aspirational Group
A Management
A reference group which a person desires to emulate or be associated with.

Marketing Asset led marketing uses product strengths such as the name and brand image to market both new and existing products.
A Management
Asset Led Marketing
Marketing decisions are based on the needs of the consumer AND the assets of the product.

Marketing
A Management
Assignments An assessed work based project report. Assignments are part of the assessment procedure when studying for a qualification

Marketing
A Management
Assortment The range of choice offered to a consumer within a particular classification of merchandise

Marketing the design of an environment via visual communications, lighting, colors, music, and scent to stimulate customers' perceptual
A Management
Atmospherics
and emotional responses and ultimately to affect their purchase behavior.

Page 19 of 336


Marketing
A Management
Attention The process whereby a person concentrates on some features of the environment to the (relative) exclusion of others.

Marketing
A Management
Attention value A consideration in selecting media based on the degree of attention paid to ads in particular media by those exposed to them.

A learned predisposition to respond in a consistently favourable or unfavourable manner with respect to a given object. Such
Marketing attitudes are a result of experiences, awareness and the wants and needs of individuals. Since an understanding of attitudes
A Management
Attitude
helps to understand behaviour, marketers need to be acquainted with the subject in an order to make informed assumptions
about future consumer behaviour.

Marketing Fixed costs or variable costs incurred by and solely for a particular product, department, program, sales territory, or customer
A Management
Attributable Costs
account.

Marketing In the psychology of personality, an explanation of social behavior by attributing to it the core characteristics of the individual
A Management
Attribution Theory
rather than the specifics of the situation they might be in.

Marketing An establishment that gathers buyers and sellers in one location where buyers can examine merchandise before submitting
A Management
Auction house
competing purchase offers.

Marketing The number of people or households exposed to a vehicle, without regard to whether they actually saw or heard the material
A Management
Audience
conveyed by that vehicle.

Page 20 of 336


Marketing Audience
A Management composition
The demographic profile expressed as a percentage of the total audience of a particular advertising vehicle.

Marketing
A Management
Audience duplication The number of people who saw or heard more than one of the programs or publications in which an ad was placed.

Marketing A radio or TV station's share is the percent of time people in that market spend with that station - it is not a percentage of
A Management
Audience share
people.

Marketing A diary kept by selected audience members to record which television programs they watched, as a means of rating television
A Management
Audilog
shows. Used by A.C. Nielsen.

Marketing
A Management
Audimeter An electronic recording device used by A.C. Nielsen to track when a television set is in use, and to what station it is set.

Marketing
A Management
Audiovisual materials Non-book materials such as filmstrips, recordings, films, records, video and audio cassettes, and compact discs (CDs).

Marketing the systematic collection, analysis and evaluation of information relating to the internal and external environments that answers
A Management
Audit
the question ‗Where are we now?' for the organisation.

Page 21 of 336


Marketing Audit Bureau of
A Management Circulations (ABC)
A company that audits the circulation of print publications, to insure that reported circulation figures are accurate.

Marketing
A Augmented brand The additional customer services and benefits (―added value‖) that are built around the core product or service offering.
Management

On top of the tangible product are more intangibles which augment, or increase the value of the product. This 'augmented
Marketing
A Management
Augmented Product product' can include guarantees, and services like credit facilities, delivery, installation, training, advice, servicing, insurance,
and more.

Marketing A vendor who has a franchise to sell a manufacturer's goods. The authorized dealer is usually one of a few selected dealers in
A Management
Authorized Dealer
a geographic trading area.

Marketing
A Management
Availability Advertising time on radio or television that is available for purchase, at a specific time.

Marketing The total group of customers who have an interest in a interest in a product or service, have access to it, and have the ability to
A Management
Available market
buy it.

Marketing Average Audience The number of homes or persons tuned to a television program during an average minute, or the number of persons who
A Management (AA) viewed an average issue of a print publication.

Page 22 of 336


Marketing Average Cost Per
A Management Unit
Calculated as the sum of fixed costs and variable costs at a given level of output, divided by the number of units.

Marketing
A Management
Average Cost Pricing A practice of adding a reasonable markup (determined by market comparisons) to the average cost of a product.

Marketing Average Variable
A Management Cost
Total variable cost divided by the number of units produced and sold.

Marketing Advertising or other promotional activity (e.g. public relations) whose primary purpose is to increases general knowledge of the
A Management
Awareness
company, and to make people feel more positive towards it.

Marketing The period from the end of World War II until the early 1960s when the number of births increased significantly, resulting in a
B Management
Baby Boom
population bubble of significant size.

Marketing
B Management
Back Link A link from one website to another

Marketing
B Management
Back Order An order of products or goods that a vendor has not been able to fill but intends to ship as soon as the goods are available.

Page 23 of 336


Marketing
B Management
Back to back Running more than one commercial, with one following immediately after another.

Marketing
B Management
Bait advertising Advertising a product at a very low price, when it is difficult or even impossible to obtain the product for the price advertised.

Marketing A deceptive sales practice whereby a low-priced product is advertised to lure customers to a store. Once a consumer has
B Management
Bait and Switch
entered a retail establishment, they are induced to buy higher priced model or good.

Marketing Balance Sheet An approach used by salespeople to gain a commitment from a buyer by asking the buyer to consider pros and cons of various
B Management Method alternatives. This method has been attributed to Ben Franklin.

A technique allowing a company to monitor and manage performance against defined objectives. Measurements might
Marketing
B Management
Balanced Scorecard typically cover financial performance, customer value, internal business process, innovation performance and employee
performance.

Marketing Merchandise that is offered by a store in sufficient quantities, colours, styles, sizes and assortment characteristics to meet the
B Management
Balanced Stock
customers' needs.

Marketing A ballot box is a temporarily sealed container, usually cuboid, with a narrow slot in the top sufficient to accept a ballot paper in
B Management
Ballot box
an election but which prevents anyone from accessing the votes cast until the close of the voting period.

Page 24 of 336


The range of frequencies, expressed in Kilobits per second, that can pass over a given data transmission channel within a
Marketing
B Management
Bandwidth frame relay network. The bandwidth determines the rate at which information can be sent through a channel - the greater the
bandwidth

Marketing An online graphical web advertisement that may contain a static or moving image and copy extending across the full page
B Management
Banner Ad
width and offering a hyperlink to the home or landing page. It typically measures 468 pixels wide and 60 pixels tall.

Marketing
B Management
Banner Adverts Adverts on web pages used to build brand awareness or drive traffic to the advertisers own website.

Marketing The Broadcasters' Audience Research Board. Responsible for providing estimates of the number of people watching
B Management
BARB
television. This includes the channels and programmes being watched, at what time, and the type of people who are watching.

Marketing An information technology application that uniquely identifies various aspects of product characteristics, increasing speed,
B Management
Barcode
accuracy, and productivity of distribution process

Marketing Barriers to Economic, legal, psychological, technical, and other forces that limit access to markets, thereby reducing the threat of new
B Management Entry competition.

Marketing
B Management
Barter Exchanging merchandise, or something other than money, for advertising time or space.

Page 25 of 336


BCG (Boston Model for product portfolio analysis. Products can be classified as: Stars - high growth and market share; Cash Cows - high
Marketing
B Management
Consulting Group) market share and low growth rate; Question marks ? low market share in high growth rate markets; Dogs - low market share
Matrix and low growth rate.

Marketing
B Management
Behaviour The actions of an individual or group in a given situation.

Marketing Behavioural
B Management segmentation
Behavioural segmentation divides customers into groups based on the way they respond to, use or know of a product.

Marketing Non-media advertising or promotion when no commission has been paid to the advertising agency. Includes direct mail, point
B Management
Below the Line
of sale displays, giveaways. See also, 'above the line' and 'push versus pull promotion'.

Marketing
B Management
Below-The-Line-Cost Any operational cost in that is not specifically itemized in the operational budget.

Marketing
B Management
Ben Day process A shading or dot pattern on a drawing.

Marketing Process in which an organization continuously compares and measures itself against business leaders anywhere in the world
B Management
Benchmarking
to learn how it could improve performance.

Page 26 of 336


Marketing
B Management
Benefit segmentation A form of market segmentation based on the benefits people are seeking from a product.

Marketing
B Management
Bid Written sales proposal from a vendor.

Marketing
B BIDDY Buy it – Don‘t Do It Yourself – a demographic grouping.
Management

Marketing
B Management
Bill of Lading A document in international trade that is required to establish legal ownership and facilitate financial transactions.

A billboard or hoarding is a large outdoor signboard, usually wooden, found in places with high traffic such as cities, roads,
Marketing
B Management
Billboards motorways and highways. Billboards show large advertisements aimed at passing pedestrians and drivers. The vast majority of
billboards are rented to advertisers rather than owned by them.

Marketing
B Management
Billings Total amount charged to clients, including the agency commission, media costs, production costs, etc.

Marketing
B Management
Black Space The business opportunities that a company has formally targeted and organised itself to capture. Compare with 'white space'.

Page 27 of 336


Marketing
B Management
Bleeds Colors, type, or visuals that run all the way to the edge of the page.

Marketing An integrated programme with a blend of interactive online tuition, face-to-face classroom workshops, assignments and a
B Management
Blended E-Learning
Learning Log

Marketing
B Management
Blinking A media planning tactic that schedules activity on a week, off a week, for a specified period of time.

Marketing Contraction of Web log. An internet publishing device allowing an individual or company to express their thoughts and opinions.
B Management
Blogs/Blogging
Businesses can use blogs as a marketing communication channel.

Marketing
B Management
Blow-in card An advertisement, subscription request, or other printed card "blown" into a print publication rather than bound into it.

Marketing
B Management
Blueline A photoprint made from stripped-up negatives or positives, used as a proof to check position of image elements.

Marketing
B Management
Bluetooth Open specification for short range communication between wireless devices.

Page 28 of 336


Marketing Text matter which comprises the major content of an article or publication other than mastheads, headlines, sub-heads, call-
B Management
Body copy
outs, charts and graphs. Sometimes called Body Text.

Marketing
B Management
Body Language The gestures, poses, movements, and expressions that a person uses to communicate.

Marketing An added quantity of some product or service that is awarded to the buyer for making a purchase. Also, a cash incentive
B Management
Bonus
offered to sales people for reaching or exceeding pre-determined sales goals.

Marketing A means of analysing and categorizing the performance of business units in large diversified firms by reference to market
B Management
Boston Group Matrix
share and growth rates. It was developed by the Boston Consultancy Group (BCG).

Marketing Bottom Up Sales Each sales person makes their own forecast for their own product or service in their particular area. These are all then
B Management Forecasting added together to get a bottom-up forecast.

Marketing Designing a selling strategy by starting with the very basic needs of the customer, finding the most effective positioning for a
B Management
Bottom-Up Marketing
product and working up from there.

Marketing
B Management
Bottom-Up Planning Plans created by lower levels of management or staff without input from higher levels of management.

Page 29 of 336


Marketing A coupon or other selling device included in a customer ordered product, premium, refund, or other package that attempts to
B Management
Bounce Back Offer
sell more of the same or different product to the recipient.

Marketing An agency that provides a limited service, such as one that does creative work but does not provide media planning, research,
B Management
Boutique
etc. Usually, this refers to a relatively small company.

Marketing An unfair trade practice which occurs when someone in the insurance business refuses to have business dealings with another
B Management
Boycott
until he or she complies with certain conditions or concessions

Marketing Stands for Buying Power Index. This is a weighted index that converts three population, effective buying income, and retail
B Management
BPI
sales into a measurement of a market's ability to buy and expressed as a percentage of total U.S. potential.

Marketing
B Management
Brainstorming A problem-solving technique that involves creating a list that includes a wide variety of related ideas.

Marketing The set of physical attributes of a product or service, together with the beliefs and expectations surrounding it - a unique
B Management
Brand
combination which the name or logo of the product or service should evoke in the mind of the audience.

Marketing Brand The development and implementation of a plan for linking company, brand, product, and feature names to optimize a
B Management Architecture company‘s brand awareness.

Page 30 of 336


Marketing Brand
B Management Associations
The feelings, beliefs and knowledge that consumers perceive about brands.

Brand attributes are the functional and emotional associations which are assigned to a brand by its customers and prospects.
Marketing
B Management
Brand Attributes Brand attributes can be either negative or positive, and can have different degrees of relevance and importance to different
customer segments, markets and cultures. Brand attributes are the basic elements for establishing a brand identity.

A brand audit is a comprehensive and systematic examination of a brand involving activities (both tangible and intangible) to
Marketing
B Management
Brand Audit assess the health of the brand, uncover its sources of equity and suggest ways to improve and leverage that equity. The brand
audit requires the understanding of brand equity sources from the perspective of both the firm and the consumer.

Brand awareness is a common measure of marketing communications effectiveness. Brand awareness is measured as the
proportion of target customers which has prior knowledge of the brand. It is measured by two distinct measures; brand
Marketing recognition and brand recall. Brand recognition is the customers' ability to confirm prior exposure/knowledge of a brand when
B Management
Brand Awareness
shown or asked explicitly about the brand (also referred to as aided or prompted awareness). Brand recall is the customers'
ability to retrieve a brand from memory when given the product category but not mentioning of the brand (also referred to as
spontaneous or unaided awareness).

Marketing
B Management
Brand building Developing a brand's image and standing with a view to creating long term benefits for brand awareness and brand value.

Brand champions are internal and external story tellers who spread the brand vision, brand values and cultivate the brand in an
organisation. Every organisation needs committed and passionate brand champions. The more employees the organisation
Marketing
B Management
Brand Champion can turn into brand champions, the better will it be equipped to build and maintain strong brand equity. Singapore Airlines,
L'Oreal, Harley Davidson, Nike, Google and LEGO are well-known examples of companies which benefit tremendously from
their employees being strong and dedicated brand champions.

Page 31 of 336


Strong brands are managed by organisations characterized by their strong internal brand cultures. A strong brand culture is
Marketing determined by the internal attitudes towards branding, management behaviour and practices of an organisation. These
B Management
Brand Culture
combined efforts are crucial to build and maintain strong brand equity through competitive advantages from branding. The
most prominent person to lead these efforts is the CEO and the senior management team.

Marketing Brand development
B Management index (BDI)
A comparison of the percent of a brand's sales in a market to the percent of the national population in that same market.

The brand equity concept stresses the importance of a brand in marketing strategies, and has become a leading indicator in
measuring the strength and value of a brand. Brand equity is defined in terms of the marketing effects uniquely attributable to
Marketing
B Management
Brand Equity the brand. Brand equity relates to the fact that different outcomes result in the marketing of a product or service because of its
brand name, as compared to if the same product or service did not have that name. Brand equity can be measured across
different dimensions like brand awareness, brand loyalty, perceived quality, brand associations etc.

An organisation wants to build and maintain strong brand equity for the respective brands in their portfolio including the
Marketing
B Management
Brand Equity Strategy corporate brand. The brand equity strategy serves as a guide for these marketing efforts and illustrates the plans and tactics
needed to meet the brand objectives.

The brand essence is an articulation of the "heart and soul" of the brand. A brand essence is typical three to five short word
Marketing
B Management
Brand Essence phrases that capture the core essence or spirit of the brand positioning and the values characterizing the brand. The brand
essence is the description which defines a brand and the guiding vision of the brand.

Marketing
B Management
Brand Expansion The exposure of a brand to a broader target customer market, geographic market, or distribution channels.

The application of a brand beyond its initial range of products, or outside of its category. This becomes possible when the
Marketing
B Management
Brand Extension brand image and attributes have contributed to a perception with the consumer/user where the brand and not the product is the
decision driver.

Page 32 of 336


Brand guidelines are internal tools available in an organisation to educate, reinforce and motivate all involved in building and
maintaining strong brands. Brand guidelines are crucial in establishing and enhancing a strong and dedicated brand culture.
Marketing The brand guidelines can take various forms and methods, and could consist of brand vision, brand identity, brand strategy
B Management
Brand Guidelines
guidelines, a short description of the brand, brand values, brand positioning, positioning guidelines, communication tips, writing
style guidelines, design style guidelines, and company-wide contact details to obtain more information from central brand
management.

A unique set of functional and mental associations the brand aspires to create or maintain. These associations represent what
Marketing the brand should ideally stand for in the minds of customers, and imply a potential promise to customers. It is important to keep
B Management
Brand Identity
in mind that the brand identity refers to the strategic goal for a brand while the brand image is what currently resides in the
minds of consumers.

A unique set of associations within the minds of target customers which represent what the brand currently stands for and
Marketing
B Management
Brand Image implies the current promise to customers. The brand image is what is currently in the minds of consumers, whereas brand
identity is aspirational from the brand owners' point of view.

Marketing Brand loyalty is the strength of preference for a brand compared to other similar available brand options. It is measured
B Management
Brand Loyalty
through a range of different dimensions e.g. repeat purchase behavior, price sensitivity.

Brand management is the process of managing an organisation's brand or portfolio of brands in order to maintain and increase
long-term brand equity and financial value. Brand management is applied by the person or group responsible for designing
Marketing
B Management
Brand Management brand identities, aligning them for maximum effectiveness, ensuring that they are not compromised by tactical actions,
evaluating effectiveness of brand communication programs, valuing financial brand value, and designing appropriate brand
crisis management plans among many other strategic and tactical tasks.

Marketing
B Management
Brand Manager Marketing manager responsible for a single brand.

Page 33 of 336


Marketing Brand mapping is a research technique to identify and visualize the core positioning of a brand compared to competing brands
B Management
Brand Mapping
on various dimensions.

Marketing That part of a brand name that cannot be spoken. It is usually symbol, picture, design, distinctive lettering, color, or
B Management
Brand Mark
combination of the preceding.

Marketing
B Management
Brand name The part of a brand consisting of words or letters that form a name to identify and distinguish a firm's offerings.

The brand personality is the brand image or brand identity expressed in terms of human characteristics. The brand personality
Marketing
B Management
Brand Personality must ideally include distinguishing and identifiable characteristics which offer consistent, enduring and predictable messages
and mental perceptions.

Brand positioning is the "market space" a brand is perceived to occupy in the mind of the target audience. All strong marketing
Marketing
B Management
Brand Positioning communications programs need to focus on only few messages to achieve better impact in an increasingly noisy environment.
The brand positioning is the part of the brand identity that management decides to actively communicate to the market.

A brand positioning statement describes the "mental space" a brand should occupy in the minds of a target audience. It serves
as an internal document which guides most of a company's marketing communications strategies, programs and tactics. The
Marketing Brand Positioning
B Management Statement
brand positioning statement focuses on the elements and associations which meaningfully set a brand apart from the
competition. It is typically constructed in the following format: "To (target market), Brand X is the brand of (frame of reference)
that (point of difference) because (reasons).

Marketing
B Management
Brand Power A measure of the ability of the brand to dominate its product category.

Page 34 of 336


Marketing Brand recall is the customers' ability to retrieve a brand from memory when given the product category but not mentioning of
B Management
Brand Recall
the brand (also referred to as spontaneous or unaided awareness).

Marketing Brand recognition is the customers' ability to confirm prior exposure/knowledge of a brand when shown or asked explicitly
B Management
Brand Recognition
about the brand (also referred to as aided or prompted awareness).

Marketing Brand relevance is the alignment of a brand, its brand attributes, brand identity and brand personality with the primary needs
B Management
Brand Relevance
and wants of the target audience.

Brand revitalization of a fading brand or a portfolio of brands is sometimes necessary for an organisation. Changes in the
Marketing marketing environment, competitors' strategies, consumer behaviour, evolutions of cultures and many other factors can lead to
B Management
Brand Revitalisation
erosion of the brand equity over time. A brand revitalization program is involving strategies to recapture lost sources of brand
equity and ways to identify and establishing new sources of brand equity for the brand or the brand portfolio.

An easily and recognisable and memorable phrase which often accompanies a brand name in marketing communications
Marketing Brand Slogan/ Brand programs. The brand slogan and tagline helps customers to remember the brand and reinforces mental associations.
B Management tagline Consistent and well-known examples are Nike "Just do it", HSBC "The world's local bank", HP "Invent", and Singapore Airlines
"A Great Way to Fly".

Marketing The 'big picture' plans and tactics deployed by an organisation/brand owner to create long-term brand equity and competitive
B Management
Brand Strategy
advantages from branding.

Marketing
B Management
Brand Switching A purchasing pattern characterized by a change from one brand to another.

Page 35 of 336


The modern consumer is buying experiences rather than commodities hence the importance of branding in many product and
service categories. Therefore, the consumer decision process involves brand attributes and brand associations, which are
largely image driven, intangible and symbolic. The group as a social institution serves as an important part of these consumer
Marketing decisions as the importance and strengths of intangible brand attributes and brand values are related to how these factors are
B Management
Brand Tribe
perceived and ranked in a group or clusters of groups of which the consumer is part of. A brand tribe is a formal or informal
group of consumers whom share the same awareness, passion and loyalty for a brand or a portfolio of brands. Brand tribes
can be identified as strong drivers of brand strengths for many international brands like LEGO, Bang & Olufsen, Nike, Giorgio
Armani, Banyan Tree Hotels and Resorts, Singapore Airlines, Timberland and many other unique brands.

Brand value is the financial premium derived from loyal target audiences committed to a brand and willing to pay extra for the
brand as compared to a generic product or service in the same category. The brand value can be calculated in financial terms
and demonstrates the value of the brand or a portfolio of brands as part of a corporation's intangible assets. The valuation of
Marketing brands is important for several reasons. Shareholders and advisors can assess the financial value of their corporate brand, an
B Management
Brand Value
individual brand or a portfolio of brands. Management teams can benefit from the brand value as a useful tool for measuring
performance, for taxation purposes, in an event of an acquisition or disposal. Financiers can use the brand value when
assessing the borrowing capacity of a company when arranging funding facilities. An increasing number of lending institutions
recognize the value of intangible assets such as brands as collateral for loans.

The functional, emotional, and self-expressive benefits delivered by the brand that combined provide value to the customer.
Marketing Brand Value
B Management Proposition
The brand value propositions provide the rationale (tangible and intangible dimensions and associations) for making one brand
choice over other available brand choices.

An identifying symbol, sign, name, or mark that distinguishes an organization or a product from its competitors; the intangible
Marketing
B Brand sum of an organization‘s attributes—it can include its name, its history, its reputation, its packaging, and the way it is
Management advertised.

Branding Excellence is both an indicator of brand strength and a unique measure of the brand leadership capabilities of an
organisation. Strong brands create profitable businesses, and organisations must seek to obtain branding Excellence to benefit
Marketing and leverage fully from branding. A strong brand is characterized by a unique brand promise, and an outstanding brand
B Management
Branding Excellence
delivery, and branding excellence measures this balance and the outcome including guidance on how to improve. Branding
Excellence measures and describes how brand leadership internally in a corporation can add significant value in terms of
brand strength and brand value.

Page 36 of 336


Marketing The process of developing and communicating brand attributes and brand identity to build marketplace awareness and
B Management
Branding
acceptance in order to meet sales and revenue goals.

Marketing
B Management
BRC Business Reply Card. A pre-addressed, postpaid card typically used to generate response to an offer.

Marketing
B Management
BRE Business Reply Envelope.

Marketing A method of examining the relationships between fixed costs, variable costs, volume, and price. The objective of such an
B Management
Break Even Analysis
analysis is to determine the break-even point (where revenue covers expense) at alternative price points and various costs.

Marketing Breakeven is achieved when total contribution is equal to total fixed costs. Addition contribution earned after this point
B Management
Breakeven
becomes profit.

Marketing Setting a price to achieve break-even on the costs of making and marketing a product (direct costs). Breakeven is achieved
B Management
Break-even pricing
when the total contribution from sales priced in this way at least equal the fixed costs of the business.

Marketing
B Management
Bridge Transition from one scene to another, in a commercial or program.

Page 37 of 336


Marketing
B Bridge Page Similar to ―Doorway Page‖, this is a specifically designed entry point for a website
Management

Marketing A method of distributing television signals by means of stations that broadcast signals over channels assigned to specific
B Management
Broadcast Television
geographic areas.

Marketing
B Management
Broadsheet Standard size newspaper.

Marketing
B Management
Broadside A direct-mail advertisement printed on large, newspaper-size paper.

Marketing
B Management
Brochure A folded leaflet with an advertising or promotional message.

Marketing Videotaped footage that is not included in the final edited version of a company's video news release (VNR). B-roll is given to
B Management
B-Roll
television stations along with the VNR to give the stations the option of putting together their own version of the story being

Marketing Electrical goods such as TVs, videos, stereo systems etc, used for home entertainment. So called because they were originally
B Management
Brown Goods
cased in bakelite, a brown plastic.

Page 38 of 336


Marketing An individual searching the internet for information. Also, a software package (Internet Browser) used to view pages on the
B Management
Browser
World Wide Web.

Marketing
B Management
Budget Resources required for marketing activities - usually money.

Marketing A strategy based on the Boston Matrix. Here the company can invest to increase market share (for example turning a
B Management
Build share
"question mark" into a star).

Marketing An edition of a print publication that is available earlier than other editions. Usually, this is the early edition of a large circulation
B Management
Bulldog edition
newspaper.

A bulletin board is a place where people can leave public messages, for example, to advertise things to buy or sell, announce
Marketing
B Management
Bulletin boards events, or provide information. Bulletin boards are often made of a material such as cork to facilitate addition and removal of
messages.

Marketing Offering several complementary products together. The price of a bundle is typically lower than the sum of the collective prices
B Management
Bundling
of each individual item included in the bundle. Some products may be bundled together to appeal to different segments.

Marketing
B Management
BUPPIE Black Urban Professional - a demographic grouping.

Page 39 of 336


Marketing
B Management
Buried position Placing an ad between other ads in a print publication, so that readers are less likely to see it.

Marketing Fluctuations in overall business activity accompanied by swings in the unemployment rate, interest rates, and corporate profits.
B Management
Business Cycle
Over a business cycle, real activity rises to a peak (its highest level during the cycle), then falls until it reaches a troug

Marketing Actionable information that comes out of data review and analysis. The purpose of such analysis is to help users make better,
B Management
Business Intelligence
more informed decisions.

Marketing
B Management
Business Plan A strategic document showing cash flow, forecasts and direction of a company.

Marketing
B Management
Business portfolio The business portfolio is the collection of businesses and products that make up the business.

Marketing
B Management
Business Reply Card A postage paid form used by a consumer to request/provide information, subscribe to, or purchase a product or service.

Marketing
B Management
Business Strategy The means by which a business works towards achieving its stated aims.

Page 40 of 336


Marketing Business to Business Relating to the sale of a product for any use other than personal consumption. The buyer may be a manufacturer, a reseller, a
B Management (B2B) government body, a non-profit-making institution, or any organisation other than an ultimate consumer.

Marketing Business to Relating to the sale of product for personal consumption. The buyer may be an individual, family or other group, buying to use
B Management Consumer (B2C) the product themselves, or for end use by another individual.

Marketing Business-to-business
B Management advertising
Advertising directed to other businesses, rather than to consumers.

Marketing Economic conditions that favor the position of the retail buyer (or merchandiser), allowing him to influence price levels, rather
B Buyer‘s Market
Management than the vendor.

Marketing
B Buyer‘s Remorse The insecurity a buyer feels about the appropriateness of his/her purchase decision after the purchase has been made.
Management

Marketing
B Management
Buyer's market Marketplace characterized by an abundance of goods and/or services.

Marketing Buying behaviour concerns the process that buyers go through when deciding whether or not to purchase goods or services.
B Management
Buying behaviour
Buying behaviour can be influenced by a variety of external factors and motivations, including marketing activity.

Page 41 of 336


Marketing
B Management
Buying Center A group of organizational members who are involved in any phase of a specific buying decision.

Marketing Buying Power Index An indicator the represents the percentage of total U.S. retail sales occurring in a specific geographic area, commonly used to
B Management (BPI) forecast demand for new retail establishments and evaluate performance of existing retail stores.

Marketing
B Management
Buying Signal A verbal or visual cue that indicates a prospects interest in purchasing a product or service.

Marketing Buzz marketing uses 'word-of-mouth' advertising: potential customers pass round information about a product. See also 'viral
B Management
Buzz
marketing'

Marketing A computer process that stores Web files to your computer for later access. These web pages are displayed without the need
C Management
Caching
to re-download graphics and other elements of the previously visited page.

Marketing
C Management
Call Frequency The number of sales calls made within a specified period of time on a particular customer.

Marketing A salesperson's account of a customer interaction or a summary report detailing sales activity for a group of telemarketing
C Management
Call Report
representatives.

Page 42 of 336


Marketing
C Management
Camera-ready art Artwork that is in sufficiently finished form to be photographed for printing.

Marketing
C Management
Cancellation Notification to a vendor that a buyer does not wish to accept goods that have been ordered.

Marketing A presentation that has been standardized which includes key selling points arranged in the order designed to elicit the best
C Management
Canned Presentation
response from the customer.

Marketing A decrease in the sales of a product experienced by a business as a result from its own introduction of a new product that is a
C Management
Cannibalization
partial or complete substitute.

Authoritative or standard; conforming to an accepted rule or procedure. When referring to programming, canonical means
Marketing conforming to well-established patterns or rules. The term is typically used to describe whether or not a programming interface
C Management
Canonical
follows the already established standard. When referring to IP addressing, canonical means the authoritative host name stored
in a DNS database that all of an IP address‘ aliases resolve to.

Marketing
C Management
Capital Assets available for use in the production of further assets or an owner's investment in a business.

Marketing The instruments of production that make up an organization's plant and operating capacity. Can also refer to the raw materials
C Management
Capital Goods
used to produce finished products.

Page 43 of 336


Marketing
C Management
Caption (1) An advertisement's headline; (2) The text accompanying an illustration or photograph.

Marketing
C Management
Car card A poster placed in buses, subways, etc. Also called a Bus card.

Marketing Media rates published by a broadcast station or print publication on a "rate card." This is typically the highest rate charged by a
C Management
Card rate
vehicle.

Marketing
C Management
Carrying Charge The sum paid for credit service on certain charge accounts, usually interest charged on the unpaid balance.

Marketing Cascading Style
C Management Sheets (CSS)
Used to manipulate and easily manage the design of a website.

A term used in the Boston Group Matrix. Cash cows are low-growth businesses or products with a relatively high market share.
Marketing
C Management
Cash Cows These are mature, successful businesses with relatively little need for investment. They need to be managed for continued
profit - so that they continue to generate the strong cash flow that the company needs for its Stars.

Marketing
C Management
Cash discount A price reduction offered to a consumer, industrial user, or marketing intermediary in return for prompt payment.

Page 44 of 336


Marketing
C Management
Cash Flow The movement of cash coming in through sales and other revenues, and cash going out to pay for expenditures.

Marketing Also termed, C.O.D. It is the practice of collecting payment upon receipt of the merchandise for the price of the goods plus the
C Management
Cash On Delivery
relevant transportation charges.

Marketing Reference books mailed to prospective customers that list, describe, and often picture the products sold by a manufacturer,
C Management
Catalogs
wholesaler, jobber, or retailer.

Category
Marketing
C Management
development index A comparison of the percent of sales of a product category in a market, to the percent of population in that market.
(CDI)

Marketing A type of destination store that is usually large and concentrates on a single category, making it possible to carry a broad
C Management
Category Killer
assortment and deep selection of merchandise at low prices.

Products are grouped and managed by strategic business unit categories. These are defined by how consumers views goods
Marketing Category
C Management Management
rather than by how they look to the seller, e.g. confectionery could be part of either a 'food' or 'gifts' category, and marketed
depending on the category into which it?s grouped.

Marketing An individual who reports to a marketing manager and is responsible for the marketing and maximization of total profit from a
C Management
Category Manager
mix of several brands falling under a generic product category.

Page 45 of 336


Marketing
C Management
Cattle call A process used to select a vendor in which a company solicits proposals from a number of prospective suppliers.

Marketing Cause Related Partnership between a company or brand and a charity or 'cause' by which the charity benefits financially from the sale of
C Management Marketing specific products.

Marketing
C Management
CBBB Council of Better Business Bureaus. A national organization of local business bureaus.

Marketing Cease-and-desist An order by the Federal Trade Commission requiring an advertiser to stop running a deceptive or unfair advertisement,
C Management order campaign, or claim.

Marketing It is the collection, compiling, and dissemination of demographic, economic, and social data pertaining to people living within a
C Management
Census
defined space at a specified time.

Usually a well-defined rectangular area bounded by streets or roads. It may be irregular in shape and may be bounded by
Marketing
C Management
Census Block physical features such as railroads or streams. Census block do not cross boundaries of countries, tracts, or block numbering
areas.

Marketing A census tract is a small statistical subdivision of a county. Census tract data identifies population and housing statistics about
C Management
Census Tract
a specific part of an urban area.

Page 46 of 336


Marketing
C Management
Centers of influence Customers, prospective customers, or opinion leaders whose opinions and actions are respected by others.

Marketing
C Management
Chain break A pause for station identification, and commercials, during a network telecast.

Marketing A series of trade discount percentages or their total. For example, if a list price is $100 and carries a 40-10-10 discount to
C Management
Chain Discount
dealers, the total or chain discount is $56.65 (i.e., $100-40% = $60, $60-10% = $54, $54-10% - $49.60).

Marketing
C Management
Chain Store A store that is a single unit of a larger retail system.

Marketing
C Management
Chain Store System A groups of retail stores of essentially the same type, centrally owned and with some degree of centralized control of operation.

Marketing Any medium through which an encoded message is sent to a receiver, including oral communication, print media, television,
C Management
Channel
and the Internet.

Different distribution channel members (e.g. manufacturers, wholesalers, retailers) sometimes fight for the same customer,
Marketing
C Management
Channel Conflict market control and most of the channel profit. Conflict can occur when a firm uses multiple distribution channels by dealing
directly with customers as well as going through intermediaries like distributors.

Page 47 of 336


Marketing
C Management
Channels The methods used by a company to communicate and interact with its customers.

Marketing Channels of
C Management distribution
The routes used by a company to distribute its products, e.g., through wholesalers, retailers, mail order, etc.

Marketing
C Management
Chartered Marketer A marketing professional who has achieved 'individual Chartered Status' awarded by the Chartered Institute of Marketing.

Marketing The practice of selecting only a few items from a vendor's line of products and other products from a different product line,
C Management
Cherry Picking
failing to purchase a complete line or classification of merchandise from a single vendor.

Marketing This act states that toys and other children's articles that contain hazardous substances are illegal to manufacture and
C Management
Child Protection Act
distribute.

Chromalins are film proofs made using the DuPont system of mixing coloured dye powders to approximate PMS colours,
Marketing putting them into solution and applying them to a carrier sheet. The film controls where the image areas will appear. CMYK
C Management
Chromalin proof
dyes are used when four-colour proofs are needed. Chromalin proofs are the most expensive off-press proofing system
discussed here.

Marketing
C Management
Chrome A color photographic transparency.

Page 48 of 336


Marketing
C Management
CIM Training CIM Training are the Training Arm of The Chartered Institute of Marketing - to train marketing and sales professionals

Marketing
C Management
Cinema advertising Advertising in movie theaters.

Marketing A statistical measure of a print medium's audience; includes subscription and vendor sales and primary and secondary
C Management
Circulation
readership.

Marketing
C Management
Classic Merchandise The merchandise that is not influenced by style changes for which a demand virtually always exists.

Marketing Classical Also called "pavlovian conditioning" and "respondent conditioning", is a type of learning caused by the association (or pairing)
C Management Conditioning of two stimuli.

Marketing
C Management
Classified ads Small advertisements in newspapers or magazines, divided into categories.

Marketing
C Management
Classifieds Classified advertising is a form of advertising which is particulalry common in newspapers and other periodicals.

Page 49 of 336


Marketing
C Management
Claymation An animation method that uses clay figurines.

Marketing A federal law which is an amendment to the Sherman Act dealing with antitrust regulations and unfair trade practices where
C Management
Clayton Act
business activity may substantially lessen competition or tend to create a monopoly.

Marketing The process by which a vehicle reviews an advertisement for legal, ethical, and taste standards, before accepting the ad for
C Management
Clearance
publication.

Marketing An end-of-season sale initiated to make room for new goods. It is also used to accelerate the sale of slow-moving goods or
C Management
Clearance Sale
demonstration models.

Marketing The central processing location where coupons or other sales promotion offers are collected, reviewed, and sorted for payment
C Management
Clearing House
or fulfillment.

Marketing A form of theft perpetrated against advertisers who are paying per click for traffic, in which fraudsters may use automated
C Management
Click fraud
means to click on your ads from spoofed IP addresses over random periods of time.

Marketing
C Management
Clicks Each time a visitor clicks on our web site.

Page 50 of 336


Marketing The order of pages that people are visiting on a web site. It is used to indicate inform future design, identifying which elements
C Management
Click-Stream
of a site are effective, and which are not.

Marketing
C Management
Click-through The act of a user clicking on an internet advertisement that opens a link to the advertiser's website.

Marketing The number of click-throughs per online advertising impression, expressed as a percentage or exposure (often unique visitors
C Management
Click-Through-Rate
to a page or page views). A click on a link that leads to another website.

Marketing
C Management
Click-Tracking The use of scripts in order to track inbound and outbound links

Marketing
C Management
Client The ad agency's term for the advertisers it represents.

Marketing One of the most popular black hat methods, in which the visitor to the site is shown a page optimized to their search request,
C Management
Cloaking
while the search engine spiders see a completely different set of pages designed to rank well.

Marketing When the customer agrees to buy and undertakes to pay (e.g. signs an order form). Arguably, it is the most difficult part of
C Management
Closing A Sale
selling.

Page 51 of 336


Marketing
C Management
Closing date The date when all ad materials are due at a publication for a specific issue.

Marketing Statistical techniques concerned with the development of natural groupings of objects based on the relationships of the
C Management
Cluster Analysis
variables describing the objects.

A statistical method of forming natural groupings in which a number of important characteristics of a large diverse group are
Marketing
C Management
Clustering identified in order to define target markets. In demographics, clustering refers to the gathering of various populations based on
ethnicity, economics or religion.

Marketing
C Management
Clutter When an advertisement is surrounded by other ads, thereby forcing it to compete for the viewer's or listener's attention.

Marketing
C Management
Coated stock Paper with a slick and smooth finish.

Marketing
C Management
Cognition Knowing, awareness, perception.

Cognitive dissonance is an customer effect commonly observed after a major purchase whereby the customer feels
Marketing
C Management
Cognitive dissonance uncertainty about whether the purchase should have been made. Post-purchase promotion (particularly advertising) has a role
to play to reduce the incidence and effect of cognitive dissonance.

Page 52 of 336


Cognitive psychologist tend to see second language acquisition as the building up of knowledge systems that can eventually
Marketing
C Management
Cognitive theory be called on automatically for speaking and understanding. At first, learners have to pay attention to any aspect of the
language which they are trying to understand or produce.

Marketing
C Management
Cohort A group or band of people or a generational group as defined in demographics, statistics, or market research.

Marketing
C Management
Coincidental survey A survey of viewers or listeners of broadcast programming, conducted during the program.

Marketing Refers to most modern typesetting methods, such as phototypesetting, because they do not involve pouring hot molten metal
C Management
Cold type
into molds for different type fonts.

Marketing
C Management
Collaborative Selling A sales technique that utilizes relationship building.

Marketing
C Management
Collateral material Printed information on a product, service or company including brochures, flyers, sales literature and other image pieces.

Marketing
C Management
Collectibles A type of premium that consumers may desire to have as a part of a greater collection of similar goods.

Page 53 of 336


Marketing
C Management
Collusion A secret agreement between two or more parties for a fraudulent, illegal, or deceitful purpose.

Marketing
C Management
Color proof An early full-color print of a finished advertisement, used to evaluate the ad's final appearance.

Marketing A full-color ad normally is generated through printing of four separate colors: yellow, cyan, magenta, and black. The color
C Management
Color separation
separation consists of four separate screens; one for each of those four colors.

Marketing A common unit of measure by newspapers, whereby ad space is purchased by the width, in columns, and the depth, in inches.
C Management
Column inch
For example, an ad that is three standard columns wide and 5 inches tall (or deep) would be 15 column inches.

A combination brand name brings together a family brand name and an individual brand name. The idea here is to provide
Marketing
C Management
Combination brand some association for the product with a strong family brand name but maintaining some distinctiveness so that customers
know what they are getting.

Marketing A special media pricing arrangement that involves purchasing space or time on more than one vehicle, in a package deal. This
C Management
Combination rate
is frequently offered where different vehicles share a common owner.

Marketing
C Management
Comment Tag A tag in HTML that is invisible unless viewed through the source code.

Page 54 of 336


Marketing Commercial
C Management advertising
Advertising that involves commercial interests rather than advocating a social or political cause.

Marketing The last stage in the development cycle for a new product. It is commonly thought to begin when the product is introduced into
C Management
Commercialization
the marketplace, but actually starts when a management commits to marketing the item.

Marketing
C Management
Commission The compensation paid to salespeople based on a fixed formula related to the salesperson's activity or performance.

Marketing
C Management
Communication The activity of conveying information.

The nature of the communications medium has a direct impact on the extent and quality of dialogue between instructors and
Marketing Communication learners. Learning in a one-way television programme, for example, students can make internal (silent) responses only.
C Management media Correspondence by mail allows two-way interaction - even slow and less spontaneous, but perhaps more thoughtful and
reflective.

Marketing Communication
C Management process
A description or explanation of the chain-of-events involved in communicating information from one party to another.

Marketing
C Management
Communications mix Advertising, personal selling, sales promotion and publicity, public relations and direct marketing.

Page 55 of 336


It is the analysis of a set of people. Such analyses enable librarians to know the needs of patrons and hopefully provide better
Marketing
C Management
Community Analysis services to them. In a city library district, the set of relevant people would be all those who live in the city or those people
elegible to use the library. Analysis may also be restricted to a subset of elegible library users.

The function of establishing rapport with the community and raising and maintaining the organisation's broad public profile.
Marketing Includes marketing, advertising, media liaison, exhibitions, celebrations, ceremonies, speeches, official representation at
C Management
Community Relations
functions and participation in community activities. Also includes relationships with professional bodies and industry, the
management of customer services, handling reactions to those services, customer consultation and feedback.

Marketing Company Specific
C Management Training
Training programmes specially tailored to meet company requirements for groups of 6 or more people from the same company

Marketing Comparative
C Management advertising
The type of advertising that compares two or more brands on the basis of one or more product attributes.

Rivalry. Similar businesses providing products or services to your potential customers. The rivalry among sellers trying to
Marketing
C Management
Competition achieve such goals as increasing profits, market share and sales volume by varying the elements of the marketing mix: price,
product, distribution and promotion.

Marketing Competition-oriented
C Management pricing
A pricing strategy that is based upon what the competition does.

Marketing Competitive
C Management advantage
A competitive advantage is a clear performance differential over the competition on factors that are important to customers.

Page 56 of 336


Marketing The analysis of factors that determines how well is a firm doing compared to its competitors. Factors may include: price,
C Management
Competitive Analysis
product, technical capabilities, quality, customer service, delivery, and other important elements.

Marketing Competitive
C Management Intelligence
The activity of researching and conveying information about a competitor for purposes of strategic positioning or maneuvering.

Marketing
C Management
Competitive parity A method of determining an advertising budget, designed to maintain the current "share of voice."

Marketing
C Management
Competitive Position The position of one business relative to others in the same industry.

Marketing Competitor Competitor benchmarking compares customer satisfaction with the products, services and relationships of the business with
C Management benchmarking those of key competitors.

Marketing
C Management
Competitors Companies that sell products or services in the same market place as one another

Marketing Complementary The products that are manufactured together, sold together, bought together, or used together. One aids or enhances the
C Management Products other.

Page 57 of 336


Marketing Comprehensive
C Management layout
A rough layout of an ad designed for presentation only, but so detailed as to appear very much like the finished ad will look.

Marketing
C Management
Concept A briefly stated idea or theme for possible use as the organizing idea for an advertisement or marketing campaign.

Marketing
C Management
Concept Test A qualitative or quantitative examination of consumer reactions to a proposed advertising idea.

Marketing Refers to a situation in which a product performs exactly as it was expected to. Also, a written or electronic acknowledgement
C Management
Confirmation
of a transaction.

Controversial strategy of deliberately confusing the customer. Examples are alleged to be found in the telecommunications
Marketing
C Management
Confusion Marketing market, where pricing plans can be so complicated that it becomes impossible to make direct comparisons between competing
offers

Measures the individual as well as joint effects of a set of variables (Bradley); helps to identify the best combination of, say,
Marketing
C Management
Conjoint Analysis product benefits to present to a target market. Conjoint analysis allows different combinations of prices, features, benefits and
brand names to be evaluated so that the marketers can identify the best marketing mix for any particular segment.

Marketing Also called a consent decree, this is a Federal Trade Commission order, by which an advertiser agrees to make changes in an
C Management
Consent order
advertisement or campaign, without the need for a legal hearing.

Page 58 of 336


Marketing A method of selling whereby a manufacturer or owner provides an intermediary with the merchandise while retaining title to the
C Management
Consignment
goods. The intermediary is free to sell the product and to pay only for goods actually sold.

Marketing A type of central market representation in which the authority and responsibility for product/service selection and purchase rest
C Management
Consolidated Buying
with a central office, rather than in the individual store units.

Marketing Small shipments combined into a larger shipment to reduce transportation expenditures or the joining of two or more
C Management
Consolidation
independent business firms into a new organization.

Marketing A person or firm who provides the service of combining small shipments into larger ones, reducing overall transportation
C Management
Consolidator
expense.

Marketing Conspicuous
C Management Consumption
A term implying utilization for the sake of displaying to others wealth, power, or prestige.

Marketing Constant Dollar
C Management Method
The adjustment of dollar values, by purchasing power, in order to eliminate or allow for the effects of price changes over time.

A customized sales approach in which the salesperson is viewed as an expert and serves as a consultant to the prospect or
Marketing
C Management
Consultative Selling customer. The salesperson identifies the prospects' needs and recommends the best solution - even if it means
recommending a differen

Page 59 of 336


Marketing
C Management
Consumer The end user of a product or service. Not always the buyer.

Marketing
C Management
Consumer advertising Advertising directed at a person who will actually use the product for his or her own benefit, rather than to a business or dealer.

Marketing
C Management
Consumer behavior Study of how people behave when obtaining, using, and disposing of products (and services).

Marketing Consumer Bill of President John F. Kennedy's directive to the Consumer Advisory Council in 1962, setting forth the federal government's role in
C Management Rights consumerism, aiding consumers to exercise their rights to safety, information, choice, and advocacy.

Marketing
C Management
Consumer buyers Consumer buyers are those who purchase items for their personal consumption.

Marketing Consumer
C Management Characteristics
The demographic, lifestyle and personality characteristics of the consumer.

Marketing Consumer Choice
C Management Model
A model attempting to represent how consumers use and combine information about alternatives in order to make choices.

Page 60 of 336


Marketing
C Management
Consumer Credit Credit used by individuals or families for the satisfaction of their own wants.

Marketing Consumer Credit Also known as the Truth-in-Lending Act, requires full disclosure of terms and conditions of finance charges, and restricts the
C Management Protection Act garnishment of wages.

Marketing Consumer decision
C Management making process
The series of steps a consumer goes through in deciding to make a purchase.

Consumer durables have low volume but high unit value. Consumer durables are often further divided into White goods (e.g.
Marketing
C Management
Consumer durables fridge-freezers; cookers; dishwashers; microwaves) and Brown goods (e.g. DVD players; games consoles; personal
computers).

Marketing Formalized teaching efforts to provide consumers with skills and knowledge to allocate their resources wisely in the
C Management
Consumer Education
marketplace. Additionally, to have full knowledge of issues associated with specific products or services, trends, and issues.

Marketing Consumer Policies aimed at providing consumers with marketplace information and fostering effective utilization leading to improved
C Management Information consumer choice.

Marketing
C Management
Consumer jury test A method of testing advertisements that involves asking consumers to compare, rank, and otherwise evaluate the ads.

Page 61 of 336


Marketing
C Management
Consumer markets Consumer markets are the markets for products and services bought by individuals for their own or family use.

Marketing Consumer Price A statistical measure maintained by the U.S. government that shows the trend of prices of products and services purchased by
C Management Index consumers.

Marketing Consumer Product This act established the Consumer Product Safety Commission and transferred a variety of product safety functions previously
C Management Safety Act assigned to other agencies to this commission.

Marketing The body of federal, state, and local government legislation designed to assure safety, purity, quality, and efficacy of many
C Management
Consumer Protection
products and services and the reliability of statements in advertising about them.

Marketing Consumer
C Management Satisfaction
The degree to which a consumer's expectations are fulfilled or surpassed by a product.

Marketing Promotional efforts designed to stimulate short-term purchasing behavior. Coupons, premiums, and samples are examples of
C Management
Consumer stimulants
consumer stimulants.

Marketing
C Management
Consumer An individual who buys and uses a product or service.

Page 62 of 336


Marketing Consumerism is a term used to describe the effects of equating personal happiness with purchasing material possessions and
C Management
Consumerism
consumption.

Marketing
C Consumption The direct and final use of goods or services in satisfying an individual‘s wants.
Management

Marketing
C Management
Container premium Special product packaging, where the package itself acts as a premium of value to the consumer.

A sort of bait-and-switch tactic in which Web pages are designed with codes, keywords, and other verbiage that are hidden to
Marketing
C Management
Content cloaking general users and visible only to search engines; in other words, the site visitor sees one page, and the search engine spider
views something else. Most engines penalize or ban sites that practice content cloaking.

Marketing The ability of the items in a measuring instrument or test to adequately measure or represent the content of the property that
C Management
Content Validity
the investigator wishes to measure.

Marketing A consumer sales promotion technique requiring the participant to use specific skills or abilities to solve or complete a problem
C Management
Contest
in order to qualify for an award.

Marketing Contextual
C Management Advertising
Online advertising that appears next to related non-search-engine-generated content, such as news articles.

Page 63 of 336


Marketing The development of a management plan that uses alternative strategies to ensure project success if specified risk events
C Management
Contingency Planning
occur.

Marketing
C Management
Contingency Plans Alternative plans prepared in case things do not go according to the main marketing plan.

Marketing
C Management
Continuity Scheduling advertisements to appear at regular intervals over a period of time.

Marketing Any type of consumer sales promotion technique that encourages customers to purchase products on a continuing basis or
C Management
Continuity Program
over time. Some examples include: frequent flyer miles, points, coupons, etc.

Marketing Continuous Scheduling advertisements to appear regularly, even during times when consumers are not likely to purchase the product or
C Management advertising service, so that consumers are constantly reminded of the brand.

Marketing Continuous market
C Management research
Continuous research involves interviewing the same sample of people, repeatedly.

Marketing
C Management
Continuous tone art Where a photograph or other art depicts smooth gradations from one level of gray to another.

Page 64 of 336


Marketing The agreement between two or more people that creates an obligation to do or not to do a particular thing. Its essentials are
C Management
Contract
competent parties, subject matter, legal consideration, mutuality of agreement, and mutuality of obligation.

Marketing Contribution per unit can be defined as selling price less variable costs. Overall contribution is the difference between total
C Management
Contribution
sales revenues and variable costs.

Marketing
C Management
Control Group A group of subjects in an experiment who are not exposed to any of the experimental treatments or alternatives.

Marketing Controlled (qualified) Publications, generally business-oriented, that are delivered only to readers who have some special qualifications. Generally,
C Management circulation publications are free to the qualified recipients.

Marketing A consumer good and/or service (such as soap, candy bar, and shoe shine) that is bought frequently, often on impulse, with
C Management
Convenience Product
little time effort spent on the buying process. A convenience product usually is low-priced and is widely available.

Marketing
C Management
Convenience Sample A nonprobability sample of individuals who just happen to be where the study is being conducted when it is being conducted.

Marketing
C Management
Convergence A marketing strategy that relies on the merging of two or more techniques, such as online and offline strategies.

Page 65 of 336


Marketing The general agreement among ratings, gathered independently of one another, where measures should be theoretically
C Management
Convergent Validity
related.

1) The percentage of a specified audience that takes a desired action such as responding to a direct mail campaign or making
Marketing
C Management
Conversion Rate a purchase. 2) Percentage of visitors to a Web site that make a purchase or perform a pre-determined task, such as signing
up for a newsletter or registering to receive additional information.

Marketing Small data file downloaded on to an end-user‘s computer which allows a web site to identify the visitor. Cookies can be used to
C Management
Cookie
build profiles of repeat users of a website.

Marketing Cooperative (Co-op) A system by which ad costs are divided between two or more parties. Usually, such programs are offered by manufacturers to
C Management program their wholesalers or retailers, as a means of encouraging those parties to advertise the product.

Marketing Cooperative Advertising paid for by both the national (brand name) and the local advertiser. Also, advertising in which several normally
C Management advertising competing firms get together to do a common selling job.

Marketing Cooperative The process by which independent producers, wholesalers, retailers, consumers, or combinations of them act collectively in
C Management Marketing buying or selling or both.

Marketing
C Management
Copy The words that make up the headline and message of an advertisement or commercial.

Page 66 of 336


Marketing
C Management
Copy platform See Creative Strategy , below.

Marketing
C Management
Copy testing Research to determine an ad's effectiveness, based on consumer responses to the ad.

Marketing The law that protects an author's original material, usually (in the UK) for 70 years after the author's death. Similar law covers
C Management
Copyright
logos and brand names

Marketing A copywriter is a person who writes text, or copy, for clients. Most copywriters work in advertising or marketing, producing copy
C Management
Copywriter
that's intended to persuade a reader to buy a product or service or otherwise take action.

Marketing
C Management
Copywriting Creative process by which written content is prepared for advertisements or marketing material

Marketing The set of problem-solving or need-meeting benefits that customers are buying when they purchase a product. Customers are
C Management
Core product
rarely prepared to pay a premium for these elements of a product.

Marketing
C Management
Corporate advertising Building the image of a responsible corporate entity, attracting good talent and reinforcing the corporate mission.

Page 67 of 336


Marketing Corporate advertising
C Management campaign
A campaign that promotes a corporation, rather than a product or service sold by that corporation.

Marketing The patterns and norms that govern the behavior of a corporation and its employees, particularly shared values, beliefs, and
C Management
Corporate Culture
customs.

Marketing A company's name, logo, typeface, colors, slogan, etc., are elements that help comprise its corporate identity. Motto
C Management
Corporate identity
Advertising has produced effective corporate identity packages for many new and long-established organizations.

Marketing The use of communication and public relations techniques to build favorable attitudes toward a particular company with
C Management
Corporate Relations
competitors, consumers, the financial community, stockholders, and other publics.

A complex mix of characteristics, such as ethos, identity and image, that go to make up a company's public personality.
Marketing
C Management
Corporate Reputation Corporate reputation hinges on investor confidence, unlike brand reputation which is contingent on customer confidence and
reflected in sales. See also 'corporate identity'

Setting down of long term plans of development in a methodical manner, based upon all the available facts, in relating them to
the ultimate goals of a company and the ways it intends to achieve them. Time scales vary from three to ten years (even more
Marketing
C Management
Corporate Strategy in certain industries). Fundamental to the preparation of a corporate plan is the need to define exactly the area of business in
which to be operative. A second requirement is that any such plan must be flexible, subject to regular updating as events move
to change the criteria upon which it is based.

Marketing Advertisements or messages within advertisements that the Federal Trade Commission orders a company to run, for the
C Management
Corrective advertising
purpose of correcting consumers' mistaken impressions created by prior advertising.

Page 68 of 336


Marketing
C Management
Correlation A statistical relationship between variables such as sales of ice cream and the weather.

A statistical technique used to measure the closeness of the linear relationship between two or more intervally scaled
Marketing variables. The purpose of correlation analysis is to measure the strength of the relationship between two variables. The
C Management
Correlation Analysis
correlation coefficient cannot be greater than 1 or less than -1. As defined, correlation is a number between +1 and -1 that
reflects the degree to which two variables have a linear relationship.

A sales management evaluation and control method for monitoring sales force performance. A cost analysis involves
Marketing
C Management
Cost Analysis monitoring selling costs across individual salespeople, districts, products, and customer types. When combined with the data
from a sales ana

Marketing A division, department, or subdivision or any other unit of activity into which a business is divided for cost assignment and
C Management
Cost Center
allocation.

Marketing
C Management
Cost efficiency For a media schedule, refers to the relative balance of effectively meeting reach and frequency goals at the lowest price.

Marketing A strategy of producing goods at a lower cost than the competition. This usually requires the business to enjoy higher
C Management
Cost leadership
economies of scale or have some kind of productivity advantage.

Cost per
Marketing
C Management
Acquisition/Action Online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.
(CPA)

Page 69 of 336


Marketing
C Management
Cost per Click (CPC) A specific type of cost-per-action program where advertisers pay for each time a user clicks on an ad or link.

Marketing
C Management
Cost per inquiry The cost of getting one person to inquire about your product or service. This is a standard used in direct response advertising.

Marketing Cost per rating point
C Management (CPP)
The cost, per one percent of a specified audience, of buying advertising space in a given media vehicle.

Marketing Cost per thousand This is a standard measurement used for determining the cost effectiveness for a specific medium. It compares the cost of the
C Management (CPT) advertisement to the number of impressions to your target audience.

A common method of setting price is to estimate the costs of a product and add a percentage to achieve a certain margin of
Marketing profit. This is known as Cost-plus Pricing, and there are several problems with it. Most companies don't actually know what
C Management
Cost Plus
their real costs are product by product. As the volume of production, distribution and selling activity increases, costs change.
Even then, what percentage should be added to set a price ? 10% ? 20% ? 50% ?

Marketing A method of determining the price of a product or service that uses direct costs, indirect costs, and fixed costs. These costs
C Management
Cost Plus Pricing
are converted to per unit costs for the product and then a predetermined percentage is added to provide a profit margin.

Marketing
C Management
Cost-Per-Action Where you pay for a specified action such as a purchase.

Page 70 of 336


Marketing
C Management
Cost-Per-Click A specific type of cost-per-action program where advertisers pay each time a user clicks on an ad or a web link.

Marketing
C Management
Counter A program or script that counts hits/visits to a page.

Marketing Advertising that takes a position contrary to an advertising message that preceded it. Such advertising may be used to take an
C Management
Counter advertising
opposing position on a controversial topic, or to counter an impression that might be made by another party's advertising.

Marketing
C Management
Coupon Redemption The use of a seller's value certificate at the time of purchase to obtain a lower price than normal.

Marketing
C Management
Coverage A measure of a media vehicle's reach, within a specific geographic area.

Marketing
C Management
CPM Stands for Cost-Per-Thousand. It is the cost of using the media vehicle to reach 1,000 people or households.

Marketing
C Management
Crawler A component of a search engine that explores web site content and indexes relevant information such as keywords and links.

Page 71 of 336


Creative Director is a job usually found within the advertising, media or entertainment industries. The job entails overlooking
Marketing
C Management
Creative director the design of branding for a client and ensuring that the new branding fits in with the clients requirements and the image they
wish to promote for their company or product.

Marketing
C Management
Creative Process The cognitive process of generating ideas, usually for promotional purposes.

An outline of what message should be conveyed, to whom, and with what tone. This provides the guiding principles for
Marketing copywriters and art directors who are assigned to develop the advertisement. Within the context of that assignment, any ad
C Management
Creative strategy
that is then created should conform to that strategy. The written statement of creative strategy is sometimes called a "copy
platform."

Marketing Creative
C Management Strategy
An outline of the targeted messages that will provide the guiding principles for the development of marketing materials.

Marketing
C Management
Creatives The art directors and copywriters in an ad agency.

Credence values' are those values that are hard to evaluate even after the service. Even with experience, performance may
Marketing still be difficult to measure. How do you know if your car service, face lift, or rewiring is of high quality? These are 'credence
C Management
Credence Qualities
qualities' - features that are hard to evaluate even after the event. These often abstract variables make buying services more
risky.

Marketing An attempt by an organization to reduce, minimize, or control the impact of a negative event through various communication
C Management
Crisis Management
techniques.

Page 72 of 336


Marketing Also referred to as customer relationship management, CRM is an information industry term for methodologies, software, and
C Management
CRM
usually Internet capabilities that help an enterprise manage customer relationships in an organized way.

Marketing
C Management
Crop To eliminate or cut off specific portions of a photograph or illustration.

Marketing
C Management
Crop marks Marks to indicate which portions a photograph or illustration are to be used, and which are to be eliminated.

Marketing
C Management
Cross Linking Multiple sites linking to each other.

Marketing
C Management
Cross promotion A technique in which marketing partners share the cost of a promotional campaign that meets their mutual needs.

Marketing A consumer sales promotion technique in which the manufacturer or retailer attempts to sell the consumer products related to
C Management
Cross Selling
a product the consumer already uses or which the marketer has available.

Marketing A count of the number of cases that fall into each of several categories when the categories are based on two or more
C Management
Cross Tabulation
variables being simultaneously considered.

Page 73 of 336


Marketing
C Cross-selling Using a customer‘s buying history to select them for related offers, e.g. a car alarm for new car buyers.
Management

Marketing
C Management
Culture The philosophy of a company, reflected in aims such as the maximisation of customer satisfaction

Marketing
C Management
Cume persons The total number of different persons who listen to a Radio station during a daypart for at least five consecutive minutes.

Marketing The Cume Persons audience expressed as a percentage of all persons estimated to be in the specified demographic group.
C Management
Cume rating
Formula: Cume Persons divided by the population x 100 = Cume Rating (%)

An abbreviation for net cumulative audience. Refers to the number of unduplicated people or homes in a broadcast program's
Marketing
C Management
Cumes audience within a specified time period. This term is used by A.C. Nielsen. It also is used by many advertising practitioners to
refer to the unduplicated audience of a print vehicle, or an entire media schedule.

Marketing
C Management
Customer A person or company who purchases goods or services (not necessarily the end ?consumer?)

Marketing
C Management
Customer Defection When a customer no longer purchases your product or service, rather he/she purchases the product or service of a competitor.

Page 74 of 336


Marketing
C Management
Customer demand Consumer demand is a want for a specific product supported by an ability and willingness to pay for it.

Marketing Customer Lifetime
C Management Value (CLV)
The profitability of customers during the lifetime of the relationship, as opposed to profitability on one transaction.

Marketing Feelings or attitudes that incline a customer either to return to a company, shop or outlet to purchase there again, or else to re-
C Management
Customer loyalty
purchase a particular product, service or brand.

Marketing
C Management
Customer need A need is a basic requirement that an individual wishes to satisfy.

Customer
Marketing The coherent management of contacts and interactions with customers. (This term is often used as if it related purely to the
C Management
Relationship
use of IT, but IT should in fact be regarded as a facilitator of CRM.)
Management (CRM)

Marketing The provision of goods or services which fulfil the customer‘s expectations in terms of quality and service, in relation to price
C Management
Customer satisfaction
paid.

Marketing A group of customers who share similar characteristics and are differentiated from other customer groups by qualities that are
C Management
Customer Segment
unique.

Page 75 of 336


Marketing Customer Service Strategy for assuring customers a positive buying experience in order to improve customer loyalty, increase cross-selling and
C Management Programme promote advertising by word-of-mouth. See also 'customer satisfaction'

Marketing Customer Full range of activities utilized by a company for delivery of customer communications and responding to requests, inquiries,
C Management Service and complaints.

Marketing
C Management
Customer wants A want is a desire for a specific product or service to satisfy the underlying need.

Marketing
C Management
Customization Tailoring a product or service to the unique needs of a customer. Each buyer is a unique segment requiring its own product.

Marketing
C Management
Cut An antiquated term that refers to a photograph or illustration.

Marketing
C Management
Cutting A film editing technique that creates a quick transition from one scene to another.

Marketing Cyber-stealth Covert attempts using the internet to boost brand image, to make websites appear more popular than they are or to manipulate
C Management marketing search engine listings.

Page 76 of 336


Marketing Defining Advertising Goals for Measured Advertising Response - a model for planning advertising in such a way that its
D Management
DAGMAR
success can be quantitatively monitored

Marketing Also called rushes , this refers to unedited film. These are called Dailies because the film typically is viewed from a single day's
D Management
Dailies
shooting, even if the final commercial or program will take many days or weeks of shooting.

Marketing Products that have been compromised in some way and do not function properly. Damage may be caused during the
D Management
Damaged Goods
production, shipping, storage, or distribution.

Marketing A monitoring tool that sits on a desktop computer and displays the status of varying metrics. The result is a snapshot of
D Management
Dashboard
performance as well as comparison against an established baseline.

Marketing The process of improving the quality of data by modifying its form or content, removing or correcting data values that are
D Management
Data Cleansing
incorrect.

Marketing
D Management
Data mining The process of searching through customer information files to detect patterns that guide marketing decision-making.

Marketing The obtaining, recording and holding of information which can then be retrieved, used, disseminated or erased. The term tends
D Management
Data Processing
to be used in connection with computer systems, and today is often used interchangeably with 'Information Technology'.

Page 77 of 336


A law which makes organisations responsible for protecting the privacy of personal data. The current act (Data Protection Act
Marketing
D Management
Data Protection Act 1998) is the United Kingdom's response to the requirement to implement National legislation in accordance with the European
Directive 95/46/EC.

Marketing A compilation of information on current and prospective customers that generally includes demographic and psychographic
D Management
Database
data as well as purchase history.

Whereby customer information, stored in an electronic database, is utilised for targeting marketing activities. Information can
Marketing
D Management
Database Marketing be a mixture of what is gleaned from previous interactions with the customer and what is available from outside sources. See
also 'CRM - Customer Relationship Management'

Marketing
D Management
Day-after recall test A research method that tests consumers' memories the day after they have seen an ad, to assess the ad's effectiveness.

Marketing Broadcast media divide the day into several standard time periods, each of which is called a "daypart." Cost of purchasing
D Management
Daypart
advertising time on a vehicle varies by the daypart selected.

Marketing
D Management
Dead Link A link that produces a 404 error, page not found.

Marketing
D Management
Deadlines Schedules and delivery dates/times.

Page 78 of 336


Marketing
D Management
Decay constant An estimate of the decline in product sales if advertising were discontinued.

Marketing Decentralized The practice of delegating decision-making authority to lower levels of management or non-managers authorized to make
D Management Management decisions.

Marketing
D Management
Deceptive advertising A representation, omission, act or practice that is likely to mislead consumers acting reasonably under the circumstances.

Marketing
D Decision Maker The individual or body of individuals who have the authority to make a ―yes‖ and/or ―no‖ decision.
Management

Marketing Decision Making Unit
D Management (DMU)
The team of people in an organisation who make the final buying decision

A decision support system (marketing definition) is a systematic collection of data, techniques and supporting software and
Marketing Decision Support hardware by which an organization gathers and interprets relevant information from business and the environment and turns it
D Management System into a basis for making management decisions. A DSS differs from a management information system in that it is designed to
answer precise questions and what/if questions.

Marketing
D Management
Decline stage The fourth and final stage in the product life cycle, when falling sales and profits persist.

Page 79 of 336


Marketing
D Management
Decoding The interpretation of a message by the receiver.

Marketing
D Management
Deep Linking Connecting to a web page other than a site's home page.

Marketing Submitting all of your Website's URLs- in other words, every single page of your site- to a search engine. Most search engines
D Management
Deep submitting
forbid this practice.

Marketing An invoicing method that enables customers to buy merchandise and not pay for a specific time period (e.g. 30 days), with no
D Management
Deferred Billing
interest charge.

Marketing
D Management
Deflation A contraction in the volume of available money or credit that results in a general decline in prices.

Marketing
D Management
Delegate A participant at a professional training course, workshop or seminar

Marketing De-listing/De- If search engines detect that you are using unscrupulous methods to get your site ranked, or if they regards your site as
D Management indexing "spammy", then they will remove your site from their index and it will no longer appear when users search for it.

Page 80 of 336


Marketing
D Management
Delivery Period The normal time between the placing of an order and the receipt of the product, service, or stock.

The Delphi method is a technique aimed at building an agreement, or consensus about an opinion or view, without necessarily
Marketing
D Management
Delphi Technique having people meet face to face, such as through surveys, questionaires, emails etc. This technique, if used effectively, can be
highly efficient and generate new knowledge.

Marketing A schedule of the amounts that buyers would be willing to purchase at a corresponding schedule of prices, in a given market at
D Management
Demand
a given time.

Marketing
D Management
Demand Analysis A study of the reasons underlying the demand for a product with the intent of forecasting and anticipating sales.

Marketing
D Management
Demand and Supply Demand is the desire for a product at the market price: supply is the quantity available at that price.

Marketing The use of price reductions or other incentives to create or increase immediate sales response for a product or service among
D Management
Demand Creation
consumers or resellers.

Marketing
D Management
Demarketing The process of reducing the demand for a product--or decreasing consumption.

Page 81 of 336


Marketing Information describing and segmenting a population in terms of age, sex, income and so on, which can be used to target
D Management
Demographic Data
marketing campaigns.

Marketing Demographic
D Management segmentation
A method of dividing markets based on vaiables, such as age, ethnic background, gender and income.

Marketing
D Management
Demographics The statistical characteristics of the population.

Marketing
D Management
Departmentalizing The process of classifying merchandise into sub-groups known as departments.

Marketing
D Management
Depression A phase of the business cycle characterized by a rapid decline in gross national product and employment.

Marketing
D Management
Depth interview A lengthy, one-to-one structured interview, examining in detail a consumer's views about a product.

Marketing
D Management
Descriptive Labeling The use of information on labels (e.g. ingredients).

Page 82 of 336


Marketing
D Management
Descriptive Research A research design in which the major emphasis is on determining the frequency with which something occurs.

Marketing Designated market
D Management areas (DMA)
The geographical areas in which TV stations attract most of their viewers.

Marketing
D Desire A consumer‘s longing for goods or services and the third step in the AIDA model (Attention, Interest, Desire, Action).
Management

Marketing
D Management
Desk Research Checks secondary sources before carrying out the more expensive primary research.

Marketing Destination
D Management Merchandise
A type of merchandise that motivates or triggers a trip to a specific store.

Marketing The personal sampling and other promotional work among doctors, dentists, and other professional persons relating primarily
D Management
Detailing
to pharmaceuticals, in order to secure distribution of a particular product.

Marketing Differential
D Management Advantage
Is an advantage which (a) customers perceive and want (b) competition does not have.

Page 83 of 336


Marketing A marketing strategy aimed at ensuring that products and services have a unique element to allow them to stand out from the
D Management
Differentiation
rest.

Marketing A model representing the contagion or spread of something through a population. Mathematical formulations to predict
D Management
Diffusion Model
spread/growth.

a concept suggesting that customers first enter a market at different times, depending on their attitude to innovation and new
Marketing Diffusion of
D Management Innovation
products, and their willingness to take risks. Customers can thus be classified as innovators, early adopters, early majority, late
majority and laggards.

Marketing A law stating that if one factor of production is increased while the others remain the same, overall returns will relatively
D Management
Diminishing Return
decrease after a certain point in time or quantity produced.

Marketing
D Management
DINKY Double Income No Kids Yet - a demographic grouping

Marketing A mass promotion issued from an advertiser by mail, email, television, salesperson, or other distribution method to individual
D Management
Direct Advertising
customers or prospects.

Marketing Expenses incurred by and solely for a particular product, department, program, or sales territory. These costs may be fixed or
D Management
Direct Costs
variable.

Page 84 of 336


Marketing An advertising specialties company that manufactures and then sells its goods directly with its own sales force, rather than
D Management
Direct house
through retailers.

Marketing
D Management
Direct mail The delivery of an advertising or promotional message to customers or potential customers by mail.

Marketing
D Management
Direct marketing The planned recording, analysis and tracking of customer behaviour to develop a relational marketing strategies.

Marketing
D Management
Direct premium A premium provided to the consumer at the same time as the purchase.

Marketing A method of pretesting designed to elicit a full range of responses to the advertising. It is especially effective for testing
D Management
Direct questioning
alternative advertisements in the early stages of development.

Marketing Promotions that permit or request consumers to directly respond to the advertiser, by mail, telephone, e-mail, or some other
D Management
Direct response
means of communication. Some practitioners use this as a synonym for Direct Marketing.

An advertising message that asks the reader, listener, or viewer to provide feedback straight to the sender. Direct-response
Marketing Direct response
D Management advertising
advertising can take the form of direct mail, or it can use a wide range of other media, from matchbook covers or magazines to
radio, TV, or billboards.

Page 85 of 336


A marketing approach that involves the sale of goods and services to consumers through personal explanation and
Marketing
D Management
Direct Selling demonstrations, frequently in their home or place of work. Direct selling also refers to the practice of a manufacturer selling
direct to the e

Marketing Advertising that appears in a directory (telephone directory, tourism brochure, etc.). This frequently connotes advertising that
D Management
Directory advertising
consumers intentionally seek.

1) A systematically organized list of persons, businesses, organizations, or associations that provides addresses, affiliations,
Marketing
D Management
Directory telephone numbers, and similar information. 2) A listing of categorized Web sites that can help improve the search engine
standing of included sites.

Marketing
D Management
Disclaimer A denial or disavowal of legal claim, removing liability of the issuing party.

Marketing
D Management
Discount A reduction in price of a particular item or service.

Marketing Discounted Cash A method of estimating an investment's current value based on the discounting of projected future revenues and costs. The
D Management Flow (DCF) further into the future the flow occurs, the more heavily it will be discounted.

Marketing The amount of annual income remaining in the hands of consumers after the payment of taxes and the purchase of
D Management
Discretionary Income
necessities.

Page 86 of 336


Marketing The science of determining significant differences, and the nature of these differences, between two or more subjects or
D Management
Discriminate Analysis
groups. These subjects or groups are defined in terms of many variables.

Marketing Cutting out the middleman (for example, wholesalers and retail stores) and selling from the manufacturer directly to the
D Management
Disintermediation
customer.

Marketing
D Management
Display A special exhibit of a product at the point of sale.

Display advertising is a type of advertising in periodicals which can appear on the same page with, or a page adjacent to,
Marketing general editorial content as opposed to classified advertising, which generally appears in a distinct section. It is also further
D Management
Display advertising
differentiated from classified advertising in that it may, and most frequently does, contain graphic information beyond text such
as logos, photographs or other pictures, location maps, and similar items.

Marketing
D Management
Display type Any type that stands out from the rest of the type on a page which attracts attention of the reader.

Marketing
D Disposable Income An individual‘s or household‘s annual income less federal, state, and local taxes.
Management

Marketing
D Management
Dissatisfaction A lack of fulfillment which occurs when pre-purchase expectations are not met.

Page 87 of 336


Marketing
D Management
Dissolve Fading from one scene to another in a film or television production.

Marketing
D Management
Distance Learning study at home via CD-Rom and workbooks

Marketing
D Management
Distribution The process of getting the goods from the manufacturer or supplier to the user.

Marketing The network of organisations necessary to distribute goods or services from the manufacturers to the consumers; the
D Management
Distribution channel
distribution channel therefore potentially consists of manufacturers, distributors, wholesalers, and retailers.

Marketing Distribution
D Management Penetration
Penetrating the distribution network to a certain level to ensure its availability to customers.

Marketing A company or person that distributes a manufacturer's goods to retailers. The terms "wholesaler" and "jobber" are sometimes
D Management
Distributor
used to describe distributors.

Marketing An increase in the variety of goods and services produced by an individual enterprise or conglomerate. It may be encouraged,
D Management
Diversification
either by business owners or by governments, in order to reduce the risk of relying on a narrow range of products.

Page 88 of 336


Marketing A strategy based on the Boston Matrix. Here the company can divest the SBU by phasing it out or selling it - in order to use the
D Management
Divest
resources elsewhere (e.g. investing in the more promising "question marks").

A term used in the Boston Group Matrix. Unsurprisingly, the term "dogs" refers to businesses or products that have low relative
Marketing
D Management
Dogs share in unattractive, low-growth markets. Dogs may generate enough cash to break-even, but they are rarely, if ever, worth
investing in.

Marketing
D Management
Domain Name The name assigned to a particular web site (e.g. MarketingScoop.com).

Marketing A recorded radio or television commercial distributed to local stations and having a blank central section to be filled with a local
D Management
Donut
advertiser‘s message.

Marketing
D Management
Door-opener A product or advertising specialty given by a sales person to consumers to induce them to listen to a sales pitch.

Marketing A tool used to increase a Web site's position in search engine rankings. The doorway domain page is designed to score well
D Management
Doorway Domain
on search engine processes, but the page itself takes users to the main domain when clicked.

Marketing
D Management
Doorway page A Web page with content that's meaningful or visible only to the search engines; also called a bridge page or a gateway page.

Page 89 of 336


Marketing
D Management
Double truck A two-page spread in a print publication, where the ad runs across the middle gutter.

Marketing
D Management
Downsizing Reducing the total number of employees at a company through terminations, retirements, or spin-offs.

Marketing
D Management
DRIP Framework Differentiate - Reinforce - Inform - Persuade.

Marketing
D Management
Drip Marketing Promotional strategies that target an audience with promotional pieces many times over the life of a campaign

Marketing
D Management
Drive time Used in radio, this refers to morning and afternoon times when consumers are driving to and from work. See Daypart , above.

Marketing
D Management
Drop Shipment The physical sending of products direct from the supplier to the customer.

Marketing
D Management
Dubs Duplicates of radio commercials made from the master tape and sent to stations for broadcast.

Page 90 of 336


Marketing A term used to describe the preliminary assemblage of copy and art elements to be reproduced in the desired finished product;
D Management
Dummy
also called a comp.

Marketing
D Management
Dumping The practice of selling a product at a lower price overseas than domestically.

Marketing
D Management
Dupes Copies of a finished television commercial that are delivered to the networks or TV stations for airing.

Marketing
D Management
Duplicated audience That portion of an audience that is reached by more than one media vehicle.

Marketing Consumer products can be categorised by perishability or durability. Consumer durables like TVs and fridges are very different
D Management
Durables
from non-durables like soft drinks and detergents - fmcg's - fast moving consumer goods.

Marketing
D Management
Dwell Time The amount of time a customer/user spends in time waiting in line.

Marketing
D Management
Dwelling Unit A single home or other unit in which a cohesive set of individuals reside, and typically many good s are purchased in common.

Page 91 of 336


Marketing A page using dynamic content will change that content depending on what search phrase is used. The pages use scripting
D Management
Dynamic Content
languages such as PHP combined with a database to display a number of variables.

Marketing
D Dynamic Page A page that generates content ―on-the-fly‖ as a user requests the page.
Management

Marketing
E Management
Early adopters People who choose new products carefully and are often consulted by people from the remaining adopter categories.

Marketing
E Management
Early majority People who adopt products just prior to the average person.

Marketing The income resulting from work or services performed as compared to income from different sources such as investments or
E Management
Earned Income
rent.

Marketing
E Management
Earned rate A discounted media rate, based on volume or frequency of media placement.

Marketing E-commerce or E-
E Management marketing
Marketing conducted electronically, usually over the Internet.

Page 92 of 336


Marketing Economic Part of the macroenvironment encompassing wealth, income, productivity, inflation, credit, employment, etc. which affect the
E Management Environment agency/library's markets and opportunities.

Marketing Economic Value EVA is an estimate of true economic profit after making corrective adjustments to GAAP accounting, including deducting the
E Management Added (EVA) opportunity cost of equity capital.

Marketing The branch of social science that deals with the production and distribution and consumption of goods and services and their
E Management
Economics
management.

Marketing
E Management
Economies of scale The savings derived from producing a large number of units of a particular product.

Marketing
E Management
Economy Pack A merchandising phrase pointing out savings by bundling several products as a single item in one package.

Marketing An inter-company application-to-application exchange of business transactions in a standard data format. Often a computer-to-
E Management
EDI
computer transfer of information, usually orders, between or among retailers, wholesalers, and manufacturers.

Marketing
E Management
Editing The review and correction of written text.

Page 93 of 336


The percentage of the target audience that is exposed to the advertising schedule a sufficient number of times to produce a
Marketing
E Management
Effective reach positive change in awareness, attitude or purchasing action-- based on the concept that exposure below the effective
frequency has little or no value.

Marketing Efficient Consumer Having the right product in the right place at the right price with the right promotions. See also 'category management', with its
E Management Response (ECR) emphasis on how products look to the customer - is seen as an integral part of achieving ECR.

Marketing The EFQM Excellence Model is a framework for organisational management systems, promoted by the European Foundation
E Management
EFQM
for Quality Management (EFQM) and designed for helping organizations in their drive towards being more competitive.

Based upon Freudian Theory, the ego is one aspect of the three parts of the personality. The ego is the executive, or the
Marketing
E Management
Ego planner, compromising between the demands for immediate gratification of the id and the pristine rigidity of the superego
(conscience

Marketing A rule-of-thumb that, for the typical product category, eighty percent of the products sold will be consumed by twenty percent of
E Management
Eighty-twenty rule
the customers.

Marketing A situation in which a cut in price increases the quantity consumed in the market enough to increase the total revenue
E Management
Elastic Demand
generated.

Marketing
E Management
Elastic Supply A situation in which a percentage increase in price attracts a greater percentage of' products offered to the market.

Page 94 of 336


Marketing
E Management
Elasticity Price elasticity, or price sensitivity, suggests the sales changes in unit sales affected by changes in price.

Marketing
E Management
Elasticity Co-efficient A measure of the responsiveness of the quantity of a product consumed in a market to price changes.

Marketing
E Management
E-Learning Interactive online tutorials, accessed via the internet or a company intranet

Marketing
E Management
Electric spectacular Outdoor signs or billboards composed largely of lighting or other electrical components.

Business transacted through electronic networks, generally over the internet. E-commerce activities generally involve the
Marketing Electronic Commerce
E Management (E-commerce)
electronic exchange of information to acquire or provide products or services, to place or receive orders, to provide or obtain
information, and to complete financial transactions.

Marketing Electronic data
E Management interchange (EDI)
Computer-to-computer exchanges of invoices, orders, and other business documents.

Marketing Any of the media used to publish information electronically (as opposed to print). Some examples are: presentation packages,
E Management
Electronic media
annotated image catalogues, World Wide Web pages.

Page 95 of 336


A system whereby electronic tills are used to process customer transactions in a retail outlet. Local EPOS systems are usually
Marketing Electronic Point of
E Management
connected to a central computer system, so that financial and inventory-related data can be exchanged between the store and
Sale (EPOS) System head office, allowing automatic accounting and replenishment.

Marketing
E Management
Em A unit of type measurement, based on the "M" character.

A communication format that involves sending computer-based messages over telecommunication technology. E-mail can
Marketing
E Management
eMail include a letter-style text message or more elaborate HTML messages. Users can also attach other files to the e-mail and
transmit elements s

Marketing
E Management
E-marketing General term for marketing conducted by electronic media, usually over the Internet or by e-mail.

Marketing
E Management
Embargo The prohibition of shipment of goods or services to specified countries.

Marketing Emotional Selling The unique associations established by consumers with particular products. For example, the emotional response to certain
E Management Preposition (ESP) car marques ensures their continual success, even though other makers may offer superior performance at the same price.

Marketing Emotional-Rational
E Management Dichotomy
The reasons for buying are sometimes split between emotional reasons and rational reasons.

Page 96 of 336


Marketing A percentage discount from retail price offered by merchandise retailers to employees. Retailers often grant a larger
E Management
Employee Discount
percentage discount on apparel that employees may be required to wear during working hours.

Marketing
E Management
Encoding Translating an idea or message into words, symbols, and illustrations.

Marketing
E Management
End Cap An exhibit of a product set up at the end of the aisle in a retail store to call attention to a special offering or price.

Marketing A person or organization that consumes a good or service that may consist of the input of numerous manufacturers or service
E Management
End User
providers.

Marketing The promotion of some kind of product recommendation or affirmation, usually from a celebrity, implying to the potential
E Management
Endorsement
customer that a product is good.

Marketing
E Management
End-user The person who actually uses a product, whether or not they are the one who purchased the product.

Marketing
E Management
Entrepreneur Someone who sees an opportunity and risks their own money to set up a business organisation in order to respond to it.

Page 97 of 336


Marketing
E Management
Envelope stuffer A direct mail advertisement included with another mailed message (such as a bill).

Marketing
E Management
Environment A complex set of physical and social stimuli in the external world of consumers.

Marketing Environmental An analysis of alternative actions and their predictable short-term and long-term environmental effects, incorporating physical,
E Management Analysis biological, economic, and social considerations.

Marketing Environmental
E Management Monitoring
The process of checking, observing, or keeping track of something for a specified period of time or at specified intervals.

Marketing The Environmental Protection Agency, a federal agency formed in 1970 that regulates the amount of pollutants manufacturers
E Management
EPA
can emit.

Marketing A Federal Communications Commission requirement that when a broadcaster allows a political candidate broadcast a
E Management
Equal time
message, opposing candidates must be offered equal broadcast time.

Marketing
E Management
Equilibrium Point A point at which the quantity and price offered by sellers equals the quantity and price taken by purchasers.

Page 98 of 336


Marketing
E Management
Erratic Demand A pattern of demand for a product that is varied and unpredictable.

Marketing
E Management
Error Log File A server log file which records errors encountered.

Marketing
E Management
Ethical Marketing Marketing that takes account of the moral aspects of decisions.

Marketing In philosophy, the study and evaluation of human conduct in the light of moral principles. Moral principles may be viewed either
E Management
Ethics
as the standard of conduct that individuals have constructed for themselves or as the body of obligations and duties that a pa

Marketing
E Management
Ethnography A detailed, descriptive study of a group and its behavior, characteristics, and culture.

Marketing
E Management
Evaluative criteria The standards a consumer uses for judging the features and benefits of alternative products.

Marketing
E Management
Evoked set The shortlist of potential products that the consumer has to choose from within the purchasing decision-making process.

Page 99 of 336


Marketing A regulatory practice of pre-testing proposed regulatory rules in an effort to get reactions and comments from shippers,
E Management
Ex Parte
carriers, and other interested parties.

Marketing
E Management
Exchange A central marketplace with established rules and regulations where buyers and sellers meet to trade.

Exclusive distribution can have two different meanings: 1. When intermediaries like agents or distributors want to be the only
Marketing
E Management
Exclusive Distribution distributors, the sole distributors, or have the 'exclusive distribution rights' to sell a product or service within a certain area. 2.
Restricted Distribution - to upmarket exclusive retail outlets as in the case of certain fashion clothes.

Marketing A display of goods by one or more organisations to potential customers. A form of sales promotion. e.g. the motor show at
E Management
Exhibitions
Birmingham NEC.

Expansionistic pricing is a more exaggerated form of penetration pricing and involves setting very low prices aimed at
Marketing
E Management
Expansionistic pricing establishing mass markets, possibly at the expense of other suppliers. Under this strategy, the product enjoys a high price
elasticity of demand so that the adoption of a low price leads to significant increases in sales volumes.

Marketing
E Management
Expediter A service provider who works to speed up a shipment for delivery.

Marketing
E Management
Expense Center A collection of controllable costs that are related to one particular area of work or kind of store service.

Page 100 of 336


Reductions in unit costs comes from the Experience Curve. As the organisation produces more, it becomes more efficient.
Marketing
E Management
Experience Curve Better sourcing of materials, new production processes, labour efficiencies, economies of scale and improved product designs
all reduce costs. More customers with more loyalty, mean less promotion costs.

Marketing Experience qualities - Buyers with experience draw upon experience qualities - previous experiences of the service in terms of
E Management
Experience Qualities
say, speed, friendliness, performance etc.

Marketing
E Management
Experience Survey A series of interviews with people knowledgeable about the general subject being investigated.

A type of marketing that attempts to evoke a strong emotional response, often by the use of sensory techniques, to create an
Marketing Experiential
E Management Marketing
affinity between a product and a potential buyer. Used by companies such as Apple Computer to create an aesthetically driven
consu

Marketing A research investigation in which the investigator has direct control over at least one independent variable and manipulates at
E Management
Experimental Design
least one independent variable.

Marketing Research method using random assignment of subjects and the manipulation of variables in order to determine cause and
E Management
Experimental method
effect.

Marketing # Exploratory research often represents a poorly defined problem area. It is difficult to produce concrete, focused results, and it
E Management
Exploratory research
will be more difficult to find relevant references to existing body of knowledge.

Page 101 of 336


Marketing
E Management
Exploratory Research Searches for the issues which sometimes need to be included in a bigger quantitative survey.

Marketing
E Management
Export Marketing The marketing of goods or services to overseas customers.

Marketing
E Management
Exposure Consumers who have seen (or heard) a media vehicle, whether or not they paid attention to it.

Marketing A guarantee supplied by a retailer or manufacturer, detailing the terms of a warranty in simple and easily understood language.
E Management
Expressed Warranty
This helps customers understand what is and what is not covered by the warranty itself.

Marketing Extensive Problem Process of searching for, collecting and carefully evaluating information about a product or service before deciding on which
E Management Solving brand to buy. See High Involvement.

Marketing
E Management
External Analysis Study of the external marketing environment, including factors such as customers, competition, and social change.

Marketing
E Management
External Data Data that originate outside the organization for which research is being done.

Page 102 of 336


Marketing Factors (conditions, trends, and forces) essentially outside the control of organizational members. External environmental
E Management
External Environment
scans are conducted to identify important factors in the external environment.

Marketing
E External Stimulus A cue to action that is outside an individual‘s self and/or control.
Management

Marketing Extinction pricing has the overall objective of eliminating competition, and involves setting very low prices in the short term in
E Management
Extinction pricing
order to ‗under-cut‘ competition, or alternatively repel potential new entrants.

Marketing
E Management
Extrinsic Reward A reward that is external to the individual. Common examples include such things as money or food.

Marketing A research method that determines what part of an advertisement consumers look at, by tracking the pattern of their eye
E Management
Eye tracking
movements.

Marketing The printed financial value of a coupon. The face value can be a specific monetary amount, a percentage discount, or
F Management
Face Value
combination offer with another product.

Marketing
F Management
Facings Refers to the number of billboards used for an advertisement.

Page 103 of 336


Marketing
F Management
Fact Sheet A document that provides basic information about a product or service including its specifications and features.

Marketing Factor analysis is a statistical technique that originated in psychometrics. It is used in the social sciences and in marketing,
F Management
Factor Analysis
product management, operations research, and other applied sciences that deal with large quantities of data.

Marketing
F Management
Factory pack A premium attached to a product, in or on the packaging.

Marketing Fair Credit Reporting Established in 1970, this act is designed to ensure accuracy of credit reports and to allow consumers the right to learn the
F Management Act nature of the information available and challenge incorrect information for purposes of correction.

Marketing Fair Packaging and This act requires that labels on consumer products identify the type of product being sold, the name and address of the
F Management Labeling Act supplier, and if appropriate, the quality and contents of each serving.

Marketing Until the mid-1980s, a Federal Communications Commission policy that required broadcasters to provide time for opposing
F Management
Fairness Doctrine
viewpoints any time they broadcast an opinion supporting one side of a controversial issue.

Marketing
F Management
Family brand A brand name that is used for more than one product, ie, a family of products.

Page 104 of 336


Marketing The stages of family life based on demographic data that are useful in defining the markets for certain goods and services.
F Management
Family life cycle
Each group has its own specific and distinguishable needs and interests.

Marketing Focused Advertising Sampling Technique: an approach concentrating promotions into a short space of time to saturate the
F Management
FAST Marketing
market.

Marketing Fast-moving Fast-moving consumer goods are those that sell in high volumes, with low unit value, and have fast consumer repurchase.
F Management consumer goods Good examples include ready meals, baked beans, newspapers etc.

Marketing Fax Preference A database of business and individual telecoms subscribers who have elected not to receive unsolicited direct marketing
F Management Service (FPS) faxes.

Marketing Federal Communications Commission. The federal agency responsible for regulating broadcast and electronic
F Management
FCC
communications.

Marketing
F Management
Feature The use of advertising, displays, or other promotional activity by a retailer to call special attention to a product for a limited time.

Marketing A type of publicity material that can be used by the media at their convenience because it is not tied to a specific time period or
F Management
Feature Story
deadline. Feature stories are often human interest-related and contain more background information than typically found in

Page 105 of 336


Federal
Marketing
F Management
Communications A federal regulatory agency responsible for supervising radio and television broadcasting.
Commission

Marketing Federal Trade The FTC is responsible for enforcing the Federal Trade Commission Act, which prohibits "unfair methods of competition" and
F Management Commission "unfair or deceptive acts or practices."

Marketing
F Management
Feedback Response to an inquiry or experiment.

Marketing Feel-Felt-Found A method used by salespeople to helpfully respond to prospect objections by showing how other prospects have held similar
F Management Method views before buying the same product or service.

Marketing A research study in a realistic situation in which one or more independent variables are manipulated by the experimenter under
F Management
Field Experiment
carefully controlled conditions.

Field sales force is an organisation's sales force. Some organisations hire contract sales forces from a 'field marketing'
Marketing
F Management
Field Marketing agency. These agencies supply a temporary sales team for a fixed period of time, typically during seasonal peaks and during
special promotions.

Marketing A sales representative who is responsible for contacting and selling goods and services to customers in their place of business
F Management
Field Salesperson
or residence.

Page 106 of 336


Marketing An inventory's availability goal used when setting customer service objectives, for example 80 out of 100 reference questions
F Management
Fill Rate
were answered in a workday.

The process of planning and executing a financial concept including the development of pricing, promotion, and distribution
Marketing strategies to create exchanges that satisfy the needs of the financial organization and their retail and/or institutional clients.
F Management
Financial Marketing
Financial marketing generally requires industry specific expertise since each industry (i.e., banking, brokerage, investment
management, insurance) must abide by the strict regulations of its various governing bodies.

Marketing First to Market
F Management (Product)
Developing and launching a new product before competition launch their version.

Fixed Costs are costs which basically remain fixed, in the short term at least, regardless of how many units are produced and
Marketing
F Management
Fixed Costs sold. They include rent and rates, management salaries and so on. These are also called Fixed Overheads Costs, say
£10,000.

Marketing Fixed-sum-per-unit
F Management method
A method of determining an advertising budget, which is based directly on the number of units sold.

Marketing Special graphic techniques used on a product package or store shelf to call attention to particular offers such as a reduced
F Management
Flagging
price, bonus pack, or increased size.

Marketing The leading store within a group, usually the biggest in size and stock holding and used as a benchmark against which other
F Management
Flagship Store
stores are measured.

Page 107 of 336


Marketing An indirect strategy aimed at capturing customers within given market segments whose needs are not being served by
F Management
Flanking
competitors.

Marketing A daily, un-audited report that is released to management, summarizing the day's sales figures for comparison with budget or
F Management
Flash Report
perhaps last year's sales figure.

Marketing
F Management
Flat rate A media rate that allows for no discounts.

Marketing
F Management
Flexible Pricing A practice of selling the same product at different prices to different customers.

Marketing
F Management
Flighting A media schedule that involves more advertising at certain times and less advertising during other time periods.

Marketing A target market whose profile remains constant but whose members change over time as they drift in and out of the buying
F Management
Floating Target
window.

Marketing The use of floor sales registers for all transactions, both cash and credit, so as to obtain from the register database, the total
F Management
Floor Audit
sales for each salesperson, department, and type of sale.

Page 108 of 336


Marketing
F Management
FMCG Fast Moving Consumer Goods - such as packaged food, beverages, toiletries, and tobacco.

A focus group is a form of qualitative research in which a group of people are asked about their attitude towards a product,
Marketing concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to
F Management
Focus group
talk with other group members. In the world of marketing, focus groups are an important tool for acquiring feedback regarding
new products.

Marketing Focus group A research method that brings together a small group of consumers to discuss the product or advertising, under the guidance
F Management interview of a trained interviewer.

Marketing
F Management
Follow-up Post sale activities that often determine whether a one-time purchase will lead a buyer to become a repeat customer.

Marketing A typeface style, such as Helvetica, Times Roman, etc., in a single size. A single font includes all 26 letters, along with
F Management
Font
punctuation, numbers, and other characters.

A legislative body that has the power to set standards for foods and food additives, to establish tolerances for deleterious
Marketing Food and Drug
F Management Administration
substances and pesticides in foods, and to prohibit the sale of adulterated and misbranded foods, drugs, cosmetics, and
devices.

Marketing The sale of products at less than market price due to the urgent need for a merchant to liquidate assets. This type of sale is
F Management
Forced Sale
often done in and effort to meet the demand of creditors.

Page 109 of 336


Marketing The process of estimating future demand by anticipating what buyers are likely to do under a given set of marketing conditions
F Management
Forecasting
(e.g. economic confidence, disposal income, pricing levels).

Marketing In forecasting sales, or library use, or other objectives, a variety of statistical models are used and available, offering insights
F Management
Forecasting Models
otherwise difficult to obtain.

Marketing
F Management
Foreign Trade Zones An area where goods can be made, stored, assembled, or repackaged, and then exported without incurring duties or taxes.

Marketing
F Management
Formal research Collecting primary data directly from the marketplace using qualitative or quantitative methods.

Marketing The market research, usually on target customers, carried out before a marketing program is begun to help formulate effective
F Management
Formative Research
strategy and tactics.

Marketing A selling approach in which the sales presentation is designed to move the customer through the stages of the decision-
F Management
Formula Selling
making process (AIDA).

Marketing
F Forward Stock Inventory placed in a channel of distribution in advance of a customer‘s commitment.
Management

Page 110 of 336


Marketing Money, Material, Machine and Manpower - traditional framework for viewing the resources available to a business, which can
F Management
Four M's
be useful when designing a marketing plan.

Marketing
F Management
Four P's See 'marketing mix'

Marketing
F Management
Four-color process A printing process that combines differing amounts of each of four colors (red, yellow, blue & black) to provide a full-color print.

Marketing An HTML technique that will allow you to display two distinct pages within one web page. It can cause problems for search
F Management
Frames
engines and should be avoided if possible.

Marketing A form of business organization in which a firm which already has a successful product or service (the franchisor) enters into a
F Management
Franchise
continuing contractual relationship with other businesses (franchisees) operating under the franchisor's trade name and usuall

Marketing
F Management
Franchised position An ad position in a periodic publication (e.g., back cover) to which an advertiser is given a permanent or long-term right of use.

Marketing Franchising (from the French for free) is a method of doing business wherein a franchisor licenses trademarks and methods of
F Management
Franchising
doing business to a franchisee in exchange for a recurring royalty fee.

Page 111 of 336


Marketing A trade sales promotion technique in which an additional amount of the product is offered without additional cost as an
F Management
Free Merchandise
incentive to purchase.

Marketing A preprinted advertising page commonly offering coupons or other promotional activities, inserted into a separate publication,
F Management
Free Standing Insert
such as a newspaper.

Marketing
F Management
Free-For-All A links page with nothing but links added by visitors.

Marketing
F Management
Free-On-Board This implies loading on a transportation vehicle at some designated point.

Marketing Free-standing insert An advertisement or group of ads inserted - but not bound - in a print publication, on pages that contain only the ads and are
F Management (FSI) separate from any editorial or entertainment matter.

Marketing
F Management
Freight Bill The document used by carriers to charge for transportation services provided.

Marketing All products transported by common carriers are grouped together into common freight classifications based upon the
F Management
Freight Classification
characteristic of the product that determines cost of handling and transport.

Page 112 of 336


Marketing (1) Number of times an average person or home is exposed to a media vehicle (or group of vehicles), within a given time
F Management
Frequency
period. (2) The position of a television or radio station's broadcast signal within the electromagnetic spectrum.

Marketing Frequent Shopper An ongoing incentive program offered by retailers to reward customers and encourage repeat business. The reward is usually
F Management Program based on purchase volume or number of store visits.

Marketing
F Management
Freshbot This is the name for the Google crawlers that are known to add pages to the

Marketing
F Management
Fringe Sizes Sizes that are either very large or very small, usually offered in very limited depth because of limited market demand.

Marketing
F Management
Fringe time A time period directly preceding and directly following prime time, on television.

Marketing
F Management
FTC Federal Trade Commission. The federal agency primarily responsible for regulating national advertising.

Marketing
F Management
Fulfillment The process of gathering orders and distributing items purchased.

Page 113 of 336


Marketing
F Management
Fulfillment house A coupon clearing house. A company that receives coupons and manages their accounting, verification and redemption.

Marketing
F Management
Full cost pricing Full cost plus pricing seeks to set a price that takes into account all relevant costs of production.

Marketing A premium space in newspaper advertising in which an ad is run at the top of the column, with editorial on one side, or with
F Management
Full position
editorial on the top and side of the ad.

Marketing
F Management
Full-Cost Pricing An approach whereby prices are determined after all functional costs have been properly allocated.

An agency that handles all aspects of the advertising process, including planning, design, production, and placement. Today,
Marketing
F Management
Full-service agency full-service generally suggests that the agency also handles other aspects of marketing communication, such as public
relations, sales promotion, and direct marketing.

Marketing The discount given to wholesalers or others who act in the capacity of performing distributive services that would otherwise
F Management
Functional Discount
have to be performed by the manufacturer who produced the product.

Marketing
F Management
Fundraising The techniques used to solicit contributions or other forms of support for an organization from outside interests.

Page 114 of 336


Marketing A copy of the individual pages of an ad, brochure, poster or other printed material used for final proofreading of the text before
G Management
Galley Proof
final negatives are made for the printing process.

Marketing A research method that measures physiological changes in consumers when asked a question or shown some stimulus
G Management
Galvanometer test
material (such as an ad).

Marketing The study of examining disposed goods and other items found in the garbage to learn about consumer behavior and
G Management
Garbology
preferences for foods or other disposable products.

Marketing
G Management
Gatefold Double or triple-sized pages, generally in magazines, that fold out into a large advertisement.

Marketing
G Management
Gatekeeper Usually the individual who controls the flow of information from the mass media to the group or individual.

Marketing A method once used to enable a site to rank well for a variety of keywords. It was frowned upon by the search engines and is
G Management
Gateway Page
no longer useful, as the search engines now base much of their algorithms on linking strategies.

Marketing The segmentation of markets based on the sex of the customer. The cosmetic industry is a good example of widespread use
G Management
Gender segmentation
of gender segmentation.

Page 115 of 336


Marketing An establishment that sells a general line of merchandise, the most important being food. Other items may include; apparel,
G Management
General Store
farm supplies, and gasoline.

Marketing
G Management
Generic brand Products not associated with a private or national brand name.

Marketing Geodemographic
G Management segmentation
The segmentation of consumers on the combined basis of location and certain demographic and socio-economic data

Marketing Geodemographics mixes geographic and demographic data together to find clusters of demographic groups within certain
G Management
Geodemographics
geographical areas.

Marketing
G Management
GLAM Greying, Leisured, Affluent, Middle-aged - a demographic grouping.

Marketing
G Management
Global Advertising The use of promotional appeals, messages, art, copy, photographs, stories, and video and film segments throughout the world.

Marketing
G Management
Global Brand A brand that is marketed, based upon a unifying strategy, in every part of the world.

Page 116 of 336


Marketing
G Management
Global Competition Global competition refers to all forms of competition on a world-wide scale.

Marketing
G Management
Global Marketing A marketing campaign that is aimed at markets all over the world.

Marketing
G Management
Global Retailing Any retailing activity that spans national boundaries.

Marketing
G Management
Global sourcing Contracting to purchase goods and services from suppliers worldwide.

Marketing An approach that seeks competitive advantage with well developed strategic moves that are highly interdependent across
G Management
Global Strategy
countries.

Marketing
G Management
Goals Specific targets for a period of time.

Marketing
G Management
Going-rate pricing A pricing strategy that sets price largely based on the prices of competitors.

Page 117 of 336


Marketing
G Management
Goods In the purchasing sense, usually refers to a physical asset or consumable being purchased (eg. stationery).

Marketing An intangible asset valued according to the advantage or reputation a business has acquired (over and above its tangible
G Management
Goodwill
assets).

Marketing The largest and most popular search engine on the web. The search engine also offers PPC and contextual advertising
G Management
Google
through its AdWords program.

Marketing
G Management
Google Bot The crawlers which index pages into Google.

Marketing
G Management
Google Everfiux This denotes the continuous changes in the Google search results pages.

Marketing
G Management
Grade Labeling A system of identification that describes products by their quality, using agreed-upon numbers or letters.

Marketing A strategy primarily used by small businesses without large marketing budgets. It is high-touch and focuses on customers'
G Management
Grassroots Marketing
personal experience with a brand.

Page 118 of 336


Marketing A theory about the structure of market areas. The model states that the volume of purchases by consumers/users the
G Management
Gravity Model
frequency of trips to the outlets are a function of the size of the stores.

Marketing
G Management
Gravure A printing process that uses an etched printing cylinder.

Marketing Merchandise with a valid U.S. registered trademark that is made by a foreign manufacturer, but is imported into the United
G Management
Gray Market Good
States without permission of the U.S. trademark owner.

Marketing
G Management
Green Marketing The promotion of products that are presumed to be environmentally safe (e.g. made from recycled products).

Marketing
G Management
Greeter A person who welcomes customers when entering a store, often providing information or assistance.

Marketing
G Management
Grey Market Sometimes called 'silver market'. Term used to define population over a certain age - usually 65

Grey Marketing (also
Marketing The illicit sale of imported products contrary to the interests of a holder of a trademark, patent or copyright in the country of
G Management
called Parallel
sale.
Importing)

Page 119 of 336


Marketing
G Management
Grid card A broadcast media rate card that lists rates on a grid, according to the time periods that might be selected for the ad.

Marketing The audiences of all vehicles or media in a campaign, combined. Some or much of the gross audience may actually represent
G Management
Gross audience
duplicated audience.

Marketing Gross Domestic
G Management Product
A national estimate of the total output of goods and services produced in a single country in a given period of time.

Marketing
G Management
Gross impressions The sum of all exposures to an advertiser's message by way of all vehicles used in a media plan.

Marketing
G Management
Gross Margin The difference between net sales and total cost of goods sold.

Marketing
G Management
Gross Markdown The original amount of a markdown taken before subtraction of any markdown cancellations.

Marketing Gross National
G Management Product
The money value of a nation's entire output of final commodities and services in a given period

Page 120 of 336


Marketing
G Management
Gross Profit Net sales minus cost of goods sold.

Marketing Gross rating points
G Management (GRPs)
The sum of ratings achieved by a specific media vehicle or schedule.

Marketing
G Management
Group Buying The consolidating of purchasing requirements of several to many individuals.

Marketing Group Product
G Management Managers
Marketing managers responsible for a group of products and brands.

Marketing The second stage of the product life cycle. This stage is marked by a rapid surge in sales, market acceptance and overall
G Management
Growth stage
opportunity for the good or service.

Marketing Growth State of
G Management Product Life Cycle
Second stage during which sales/use are increasing.

Marketing
G Management
Guarantee The declaration, expressed or implied, of the quality of goods offered for sale.

Page 121 of 336


Marketing Guaranteed
G Management circulation
A media rate that comes with the guarantee that the publication will achieve a certain circulation.

Marketing Guarantees and Legal documents committing a company to deal with faulty goods or services by a variety of methods including repair,
G Management Warranties replacement or compensation.

Marketing The strategy of targeting small and specialised customer groups in such a way that bigger companies will not find it worthwhile
G Management
Guerrilla Marketing
to retaliate.

Marketing
G Management
Gulliver The name of the web crawler for Northern Light.

Marketing
G Management
GUPPIE Green YUPPIE - a demographic grouping. See also 'YUPPIE'

Marketing
G Management
Gutter The inside margins of two pages that face each other in a print publication.

Marketing
H Management
Habit A learned response to a stimulus that has become automatic and routine, requiring little or no cognitive effort.

Page 122 of 336


Marketing A method of reproducing a black and white photograph or illustration, by representing various shades of gray as a series of
H Management
Halftone
black and white dots.

Marketing
H Management
Halftone screen Piece of film or glass containing a grid of lines that breaks light into dots. Also called contact screen and screen.

Marketing Respondents are invited into a hall or room where research is then carried out on the new products, packs, or advertisements
H Management
Hall Tests
which are on show.

Marketing In ad pretesting, the fact that consumers are likely to rate the one or two ads that make the best first impression as the highest
H Management
Halo effect
in all categories.

Marketing The term commonly used to identify a promotional piece that is either distributed to shoppers at a store or passed out door-to-
H Management
Handbill
door by a messenger.

Marketing Products comprised mainly of; hardware, home furnishings, and furniture and appliances as compared to soft goods, which
H Management
Hard Goods
have a textiles base.

Marketing An approach to selling in which a salesperson attempts to control the interaction with a prospective customer and pressure him
H Management
Hard-Sell
into making a purchase.

Page 123 of 336


Marketing A strategy based on the Boston Matrix. Here the company reduces the amount of investment in order to maximise the short-
H Management
Harvest
term cash flows and profits from the SBU. This may have the effect of turning Stars into Cash Cows.

Marketing The maximization of short-term cash flow from a business in expectation of a deterioration of market share and eventual
H Management
Harvesting Strategy
withdrawal from the market.

Marketing
H Management
Header Tag An HTML tag which is commonly used for page headers.

Marketing Not to be confused with heading tags used within the main content area of a site, the header tag appears at the top of a page
H Management
Header Tag
and contains information about the page such as title description and keywords.

Marketing
H Management
Headline A headline is text at the top of a newspaper article, indicating the nature of the article below it.

Marketing
H Management
Hedging The sale or purchase of a currency in forward markets for future delivery to satisfy a future obligation or obtain future payment.

Heterogeneity - variability, or heterogeneity means that not everything or everyone is the same. In services heterogeneity
Marketing
H Management
Heterogeneous makes every service delivered at least a little bit different. This variability, or heterogeneity, makes it difficult to standardise the
quality of services.

Page 124 of 336


Marketing
H Management
Heuristic Of or relating to a usually speculative formulation serving as a guide in the investigation or solution of a problem.

Marketing
H Management
Hidden Text Text which is invisible to the human eye because it is the same color as the background.

Marketing Hierarchical A classic form of business structure that was adapted by business from historical religious and military organizations whereby
H Management Organization authority flows from the person in charge through various levels of supervision.

Marketing Hierarchy of Effects An early model that depicted consumer purchasing as a series of stages including awareness, knowledge, liking, preference,
H Management Model conviction, and purchase.

A theory proposed by Abraham Maslow in 1943 concerning the specific order of the development of human needs. Maslow
Marketing
H Management
Hierarchy of Needs proposed that needs develop in an individual sequentially from lower to higher needs including physiological needs to safety
needs, belongi

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

High and Low Contact Activities - Most services have a mixture of High and Low Contact with customers. For example, the
Marketing High Contact bulk of dry cleaning services are done without the customer being present (maybe in a back room) while acupuncture services
H Management Activities are performed in the presence of the customer. The invoicing (low contact activity) and appointment making may be done
again in back room without the customer's presence.

Page 125 of 336


Marketing High Income
H Management Countries
Countries whose income per capita are high compared to the rest of the world.

Marketing High Involvement Purchases are expensive, high risk, infrequently bought products or services. Here the buyer goes through
H Management
High Involvement
the Extensive Problem Solving process.

Marketing When a person visits a Web page, that Web page receives a number of ‗hits‘— one hit for the page itself, and one for every
H Management
Hit
graphic on the page. The number of hits is not regarded as an accurate measurement of a Web site‘s popularity.

Marketing Also considered the conversion rate, it is the percentage of the desired number of outcomes received by a salesperson relative
H Management
Hit Rate
to the total activity level.

Marketing
H Management
Hold A strategy based on the Boston Matrix. Here the company invests just enough to keep the SBU in its present position.

Marketing The ability to keep an audience throughout a broadcast, rather than having them change channels. It is represented as a
H Management
Holding power
percent of the total audience.

Marketing The percent of a program's audience that watched or listened to the immediately preceding program on the same station. Also
H Management
Holdover audience
called Inherited audience (see below).

Page 126 of 336


Marketing
H Management
Holistic Marketing Creating a consistent and integrated marketing message across many channels and campaigns.

Marketing
H Management
Hologram A three-dimensional photograph or illustration, created with an optical process that uses lasers.

Marketing
H Management
Home Page The main page of a Web site.

Marketing
H Management
Horizontal Buy A purchase made from a direct competitor.

Marketing
H Management
Horizontal discount A discount on a media purchase resulting from a promise to advertise over an extended period of time.

Marketing
H Management
Horizontal Integration The expansion of a business by acquiring or developing businesses engaged in the same stage of marketing or distribution.

Marketing Horizontal Marketing Horizontal marketing systems allow/encourage different organisations to share their expertise and give each other access to
H Management Systems new customer segments.

Page 127 of 336


Marketing Horizontal Business publications designed to appeal to people of similar interests or responsibilities in a variety of companies or
H Management publications industries.

Marketing
H Management
Host/Hostess gift A gift to a consumer who sponsors a sales demonstration party or meeting.

Marketing
H Management
Hot composition A method of typesetting that uses molten metal to form the letters for a typeface. See Cold type, above.

Marketing A customer, usually of considerable size, that is not assigned to a field salesperson. Rather, the customer is handled directly
H Management
House Account
by executives or home-office personnel.

Marketing
H Management
House agency An advertising agency owned and operated by an advertiser, which handles the advertiser's account.

Marketing
H Management
House organs In-house publications that communicate happenings in the company and among the company's employees.

Marketing House to House
H Management Distribution
Delivery of goods or literature to the consumer's front door or mailbox.

Page 128 of 336


Marketing Households using
H Management television (HUT)
The number of households in a given market watching television at a certain time. This term is used by A.C. Nielsen.

Marketing (Hypertext Markup Language) The coded format language used for creating hypertext documents on the World Wide Web and
H Management
HTML
controlling how Web pages appear.

Marketing
H Management
HTML Email An e-mail that is formatted using hypertext markup language, as opposed to plain text.

Marketing
H Management
Hypermarket An unusually large, limited service combination discount store, supermarket, and warehouse contained under a single roof.

Marketing Generally, any text that contains links to other documents - words or phrases in the document that can be chosen by a reader
H Management
Hypertext
and which cause another document to be retrieved and displayed.

Marketing
H Management
Hypothesis A statement that specifies how two or more measurable variables are related.

Marketing
I Management
i-Coach Online support service for marketing students and delegates, offering online tutorials, case studies and exercises

Page 129 of 336


Marketing
I Management
ID Station identification during a commercial break in a television or radio program.

Marketing
I Management
Idea Generation That stage of the new product development cycle in which ideas are sought for new products or services.

An illustrator is a graphic artist that specializes in enhancing written text by providing a visual representation that corresponds
Marketing
I Management
Illustrator to the content of the associated text. The illustration may be intended to clarify complicated concepts or objects that are difficult
to describe textually, or the illustration may be intended for entertainment (such as illustrations in children's literature).

Marketing Promoting the image, or general perception, of a product or service, rather than promoting its functional attributes. Commonly
I Management
Image advertising
used for differentiating brands of parity products (eg, "This is a woman's cigarette").

All communications and messages are carefully linked together to produce a coherent, distinctive, harmonic image which
IMC - Integrated differentiates the product/brand against competition. It brings together all forms of communications within an organisation into
Marketing
I Management
Marketing a single 'Seamless Solution'. Un-integrated, or disintegrated communications send disjointed messages, dilute impact and
Communications sometimes confuse, frustrate and arguably arouse anxiety in customers. Integrated communications present a reassuring
sense of order.

Marketing
I Management
Imitative Strategy A plan that relies on products or designs produced by other companies as the foundation for its growth.

Marketing The stage in the strategic market planning process in which an action plan is designed to meet strategic objectives that uses
I Management
Implementation
available resources and given existing constraints.

Page 130 of 336


Marketing
I Management
Implicit Alternative A different answer to a question that is not expressed in the available options.

Marketing
I Management
Implicit Cost The value of an economic resource that is not explicitly charged on accounting records of a business.

Marketing
I Management
Implied Warranty A promise of performance that is extended to the customer but unstated.

Marketing
I Management
Import Agent A manufacturers' representative who specializes in the introduction of products into non-domestic nations.

Marketing
I Management
Import Broker A dealer who specializes in international marketing.

Marketing
I Impressions The actual number of people who‘ve seen a specific Web page. Impres-sions are sometimes called ―page views.‖
Management

Marketing
I Management
Imprinted product A promotional product, this is a product with a company logo or advertising message printed on it.

Page 131 of 336


Marketing
I Management
Impulse Buy Purchase behavior that is assumed to be made without prior planning or thought.

Marketing
I Management
Impulse buying Behaviour that involves no conscious planning but results from a powerful, persistent urge to buy something immediately.

Staff from within the organisation as opposed to an outside agency e.g. in public relations team as opposed to using an outside
Marketing
I Management
In House Teams PR agency. In reality, they are sometimes mixed together i.e. the in-house team may be supplemented by an outside agency
and its resources.

Marketing Hyperlinks pointing to a given site from other, usually thematically related sites. Also called "backward links," they are an
I Management
Inbound Links
important component of online marketing.

Marketing An inducement (money, premiums, prizes) offered by sellers to reward or motivate salespeople, distributors, and/or consumers
I Management
Incentive
to sell orpurchase their products or services.

Marketing Incentive catalog A company that creates an incentive program for sales people, and provides them with a catalog from which they can select
I Management company their prize or premium.

Marketing Incentive
I Management Compensation
Sales compensation based on performance.

Page 132 of 336


Marketing The offering rewards or inducements to stimulate the sales force or channel members to achieve predetermined sales, profit,
I Management
Incentive Plan
distribution, or other goals.

Marketing
I Management
Income A flow of money, goods, and benefits to a person or an organization.

Marketing The difference in income levels among people of various categories, such as different jobs, geographic areas, age classes,
I Management
Income Differential
sexes, races and the like.

Marketing
I Management
Income Effect A change in various patterns of consumption for a product as consumers have an increase in real income.

Marketing Income elasticity of
I Management demand
Income elasticity of demand measures the relationship between a change in quantity demanded and a change in income.

Marketing
I Management
In-Company Training Training programmes specially tailored to meet company requirements for groups of 6 or more people from the same company

Marketing Units of product sold to retailers or consumers through a sales promotion in addition to the amount that would have been sold
I Management
Incremental Sales
in the absence of the promotional offer.

Page 133 of 336


Marketing The concept that strategies are the outcome of a series of minor tactical decisions in response to problems and opportunities
I Management
Incrementalism
rather than through systematic, formal, prepared plans.

Marketing
I Management
Independent Carrier An owner-operator or individual transporter who provides hauling services for others.

Marketing Independent
I Management contractor
A person who is hired by a company, but works for himself/herself. The company is a client, rather than an employer.

Marketing
I Management
Independent station A broadcast station that is not affiliated with a national network of stations.

Marketing
I Management
Independent Store A retail outlet that is owned individually and is not part of a retail chain.

Marketing
I Management
In-Depth Interviews A qualitative research method which involves discussions on a one-to-one basis.

Marketing
I Management
Index The collected information in a search engine or directory that search users can query against.

Page 134 of 336


Marketing Behind-the-scenes creation of an ever-changing database based on the con-tents of web documents; search engines and
I Management
Indexing
filtering software use indexing to find and/or block documents containing certain words or phrases.

Marketing
I Management
Indirect Channel A channel whereby goods and services are sold indirectly from a producer through independent wholesalers to final users.

Marketing Costs related to expenses incurred while conducting or supporting research or other externally-funded activities but not directly
I Management
Indirect Costs
attributable to a specific project.

Marketing The brand identity given to an individual product, as separate from other products in the market and from other items in the
I Management
Individual Brand
product's own line.

Marketing
I Management
Inducements Incentives offered to overcome resistance to purchase, for example 'special offers' or money-back guarantees.

Marketing A form of business-to-business advertising (see above), this is advertising aimed at manufacturers. This advertising typically
I Management
Industrial advertising
promotes parts, equipment, and raw materials used in the manufacturing process.

Marketing
I Management
Industrial buyers Industrial buyers are those who purchase items on behalf of their business or organisation.

Page 135 of 336


Marketing
I Management
Industrial market Industrial markets involve the sale of goods between businesses. These are goods that are not aimed directly at consumers.

Marketing
I Management
Industrial marketing The marketing of industrial products.

Marketing
I Management
Industrialized Country A country with a market economy comprising a significant portion of world production and trade markets.

Marketing
I Management
Inelastic Demand A situation in which a cut in price yields a very small increase in quantity taken by the market that total revenue decreases.

Marketing
I Management
Inelastic Supply A situation in which the quantity offered to the market increases less than proportionately to an increase in price.

Marketing
I Management
Inferior goods Inferior goods have a negative income elasticity of demand. Demand falls as income rises.

Marketing Marketers joining chat rooms posing as ordinary users in order to spread marketing messages, usually as personal
I Management
Infiltration marketing
endorsements.

Page 136 of 336


Marketing
I Management
Inflation An economic condition characterized by a continuous upward movement of the general price level.

Marketing
I Management
Influencer A person in a group buying situation (e.g. a family) who exerts significant influence in the final buying decision.

Marketing A person or business that collects user-preference information in order to match users with vendors' products or services while
I Management
Infomediary
protecting that information from direct access by the vendors (the term was coined by business theorist John Hagel).

Infomercials are television commercials that run as long as a typical television program (roughly thirty minutes or an hour).
Marketing
I Management
Infomercial Infomercials, also known as paid programming, are normally shown outside of peak hours, such as late at night or early in the
morning.

Marketing The second step in the research process, designed to explore a problem by reviewing secondary data and interviewing a few
I Management
Informal research
key people with the most information to share. Also called exploratory research.

Marketing
I Management
Information Audit Specifies who needs what information when. The audit can also list sources of information.

Marketing
I Management
Information Search The process by which a buyer seeks to select the most appropriate supplier(s) once a need has been identified.

Page 137 of 336


Marketing Informational
I Management Advertising
Marketing that presents factual information about a product or product usage.

Marketing Refers to the systems, facilities, and installations used for purposes of conducting the basic and advanced operations of an
I Management
Infrastructure
entity.

Marketing
I Management
Inherited audience Same as Holdover audience, above.

Marketing The difference between the cost of merchandise and the original retail price of the good expressed as a percentage of the
I Management
Initial Markup
retail value.

Marketing
I Management
Initiator A person in a group buying situation (e.g. a family) who first suggests buying a particular product or service.

Marketing
I Management
Inktomi A database of search results used to power multiple search engines.

Marketing
I Management
Innovation Development of new products, services or ways of working

Page 138 of 336


Marketing Innovators are those who adopt new products first. They are usually relatively young, lively, intelligent, socially and
I Management
Innovators
geographically mobile. They are often of a high socioeconomic group (―AB‘s‖).

Marketing A premium included in the packaging of another product (e.g., buy a can of shaving cream and get a free razor in the same
I Management
In-pack premium
package). The term Package enclosure is also used.

Marketing Consumer response to a company's advertising or other promotional activities, such as coupons. Used for measuring the
I Management
Inquiries
effectiveness of some promotions.

An advertisement, collection of advertisements, or other promotional matter published by an advertiser or group of advertisers,
Marketing
I Management
Insert to be inserted in a magazine or newspaper. It may be bound into the publication, or be inserted without binding. See Free-
standing insert, above.

Marketing
I Management
Insertion Refers to an ad in a print publication.

Marketing
I Management
Insertion order Written instructions from an ad agency/advertiser indicating day/date an ad is to appear, its cost, requested positioning, etc.

Marketing
I Installed Base The number of units of a durable product in use at the customer‘s premises.
Management

Page 139 of 336


Marketing The resulting charge account of a customer who has bought an item on a plan, providing a down payment, and pays a
I Management
Installment Account
specified amount per month until an item is paid for in full (including a service charge).

Marketing Institutional Advertising to promote an institution or organization, rather than a product or service, in order to create public support and
I Management advertising goodwill.

Marketing
I Management
Institutional Market A market for goods or services consisting of universities, schools, charities clubs and the like.

Marketing Institutional The marketing of products and services to both for-profit and non-profit organizations, such as corporations, universities,
I Management Marketing charitable organizations, government entities and other non-profit organizations.

Marketing
I Management
Institutional Signage The presentation of missions, customer service policies, and other messages on behalf of a retail institution.

Marketing A certificate redeemable only at one specific retail store or chain. These coupons are generally distributed through newspaper
I Management
In-Store Coupon
advertisements, flyers, or in-store.

Marketing
I Management
Instrumental Values Preferred modes of conduct or patterns of behavior.

Page 140 of 336


Marketing
I Management
Intaglio A form of printing that results in a raised or engraved print surface.

Marketing A management style which seeks to take account of marketing (or something else) in all decisions. Thereby marketing thinking
I Management
Integrated Approach
is integrated (part of) all decision making.

With careful planning, communications tools such as advertising, direct mail, sales promotions, point-of-sale etc. can be
Marketing Integrated
I Management Communications
integrated so that the message is consistent, overall impact is increased and costs reduced. See IMC - Integrated Marketing
Communications.

Marketing Integrated
I Management Development
A process of combining diverse organizational talents and functional groups to support the creative of a new product.

Marketing Integrated Marketing A management concept that is designed to make all aspects of marketing communication (e.g., advertising, sales promotion,
I Management Communication (IMC) public relations, and direct marketing) work together as a unified force, rather than permitting each to work in isolation.

Marketing Integrated Service for-hire firm that performs a range of logistics service activities such as warehousing, transportation, and other functional
I Management Provider activities that constitute a total service package.

Marketing The acquisition or development of businesses that are related to the company's current businesses as a means of increasing
I Management
Integration
sales and/or profit and gaining greater control.

Page 141 of 336


Marketing
I Management
Intellectual Property Abstract forms of property that are distinct from the physical form of property including patents, copyrights, and trademarks.

Marketing
I Management
Intensive distribution Distributing a product through a wide variety of outlets.

Marketing
I Management
Intention Anticipated or planned future behavior.

Marketing A marketing agency offering a mix of Web design and development, Internet marketing, or e-business and e-commerce
I Management
Interactive Agency
consulting.

Marketing Buyer-seller communications in which the customer controls the amount and type of information received from a marketer
I Management
Interactive marketing
through such channels as the Internet, CD-ROM disks, interactive 800 telephone numbers, and virtual reality kiosks.

Marketing
I Management
Interactive media Communications channels that induce message recipients to participate actively in the promotional effort.

Enables viewers to interact with the television set in ways other than simply controlling the channel and the volume and
Marketing
I Management
Interactive TV handling videotapes. Typical interactive TV uses are selecting a video film to view from a central bank of films, playing games,
voting or providing other immediate feedback through the television connection, banking from home, and shopping from home.

Page 142 of 336


Marketing
I Management
Intercept Store A place of business that stops consumers passing by it o engage in some type of transaction.

Marketing Inter-media Rarely used comparison of the cost effectiveness, advertising effectiveness, target demographics, etc of various media (eg
I Management comparison television Vs radio, newspapers Vs magazines) to ascertain their overall effectiveness.

Marketing
I Management
Intermediaries Organisations or individuals in the distribution channel e.g. wholesalers and retailers.

Marketing Intermodal
I Management Transportation
The movement of goods that combines two or more modes of transportation.

Marketing
I Management
Internal Analysis The study of a company's internal marketing resources in order to assess opportunities, strengths or weaknesses

Employees within an organisation viewed as consumers of a product or service provided by another part of the organisation -
Marketing
I Management
Internal Customers products or services which the employees need to do their own work. For example, the marketing department could be internal
customers of the IT department.

The process of eliciting support for a company and its activities among its own employees, in order to encourage them to
Marketing
I Management
Internal marketing promote its goals. This process can happen at a number of levels, from increasing awareness of individual products or
marketing campaigns, to explaining overall business strategy.

Page 143 of 336


Marketing One criterion by which an experiment is evaluated; the criterion focuses on obtaining evidence demonstrating that the variation
I Management
Internal Validity
in the criterion variable was the result of exposure to the treatment or experimental variable.

Marketing International
I Management advertising
Advertising aimed at foreign markets.

Marketing International
I Management Marketing
The conduct and co-ordination of marketing activities in more than one country

Marketing International A multinational organization whose objective is to promote international financial cooperation and coordinate the stabilization of
I Management Monetary Fund exchange rates.

Marketing
I Management
International Retailing Selling activity by a business that reaches across national boundaries.

Marketing An all-purpose global network composed of 48,000 or more different networks around the globe that, within limits, let anyone
I Management
Internet
with access to a personal computer send and receive images and data anywhere.

Marketing The use of the Internet to advertise and sell goods and services. Internet Marketing includes pay per click advertising, banner
I Management
Internet marketing
ads, e-mail marketing, search engine marketing (including search engine optimization), blog marketing, and article marketing.

Page 144 of 336


Marketing Internet Service
I Management Provider (ISP)
Short for Internet Service Provider, an ISP is a company that provides access to the Internet.

Marketing
I Management
Interpersonal Factors Influences or forces on the consumer due to other individuals his or her physical space or sphere of activity.

Marketing The process of exchanging goods at specific prices between and among departments to facilitate larger transactions and to
I Management
Inter-selling
make it more convenient for the customer to accessorize.

Marketing A measurement in which the numbers assigned to the attributes of an object or class of objects allow comparison of the size of
I Management
Interval Scale
the differences among and between objects.

Marketing Intra-media
I Management comparison
Rarely used comparison of the various promotional options for a given medium, eg The Times Vs The Independent.

Marketing A condition that exists when merchandise has been shipped from the vendor and has not yet arrived at the buyer's receiving
I Management
In-Transit
dock.

Marketing
I Management
Intrinsic Reward A benefit that is internal such as feeling satisfied or pleased after the completion of a difficult task.

Page 145 of 336


Marketing
I Management
Introduction stage A product's first appearance in the marketplace, before any sales or profits have been made.

Marketing The initial phase of the product life cycle (also called the pioneering phase) when a new product is introduced, costs are
I Management
Introductory phase
highest, and profits are lowest.

Marketing
I Management
Invention A new device, process, etc., that has been created.

Marketing
I Management
Inventory Goods or merchandise available for resale.

Marketing the classification of goods held in inventory according to sales volume; the classification is used primarily to determine stock
I Management
Inventory Analysis
location within the warehouse.

Marketing
I Management
Inventory Control Procedures used to ensure that desired levels of stock are maintained

Marketing Inventory The process of acquiring and maintaining a proper assortment of merchandise while keeping ordering, shipping, handling, and
I Management Management other related costs in check.

Page 146 of 336


Marketing
I Management
Inventory Turnover The number of times that average inventory is sold during a specific period of time.

Marketing A plan that specifies the requirements for funds needed to achieve a competitive advantage. Also, the outcomes expected
I Management
Investment Strategy
from the allocation of these funds.

Marketing
I Management
Involvement The level of interest, emotion and activity which the consumer is prepared to expend on a particular purchase.

Marketing
I Management
IP Address A unique number which identifies a computer or system IP Spoofing An illegal process of faking an IP address

Marketing Institute of Professional Sales, sister institute to The Chartered Institute of Marketing. IPS provide in-depth training and
I Management
IPS
development at every stage of the sales career

Marketing
I Management
IPTV Internet Protocol Television. Technology allowing television and video signals to be received via an internet connection.

Marketing
I Management
Island display An in-store product display situated away from competing products, typically in the middle or at the end of an aisle.

Page 147 of 336


Marketing A print ad that is completely surrounded by editorial material, or a broadcast ad surrounded by program content, with no
I Management
Island position
adjoining advertisements to compete for audience attention.

Marketing
J Management
JavaScript A scripting language developed by Netscape and used to create interactive Web sites.

A jingle is a memorable advertising slogan usually set to an engaging melody, mainly broadcast on radio and television
Marketing
J Management
Jingle commercials. Jingles are memes constructed to stay in one's memory and people often nostalgically remember them decades
after, even after the brand has ceased to exist.

Marketing Just In Time delivery is a system which delivers exact quantities only when they are required and ready to be used
J Management
JIT
immediately.

Marketing A promotional grouping of merchandise through which some vendors dispose of end-of-season surpluses and incomplete
J Management
Job Lot
assortments.

Marketing
J Management
Jobber Synonymous with a wholesaler, a middleman who buys from manufacturers domestic or foreign and sells to retailers.

Marketing A business entity or partnership formed by two or more parties for a specific purpose; for example, Virgin Mobile is a 50:50
J Management
Joint Venture
joint venture company between Virgin Group and Deutsche Telekom's One 2 One.

Page 148 of 336


Marketing
J Management
Jumble display A mixture of products or brands on a single display, such as a clearance table.

Marketing
J Management
Junket A publicity device in which members of the media are invited to a company to observe a product being made.

Marketing
J Management
JUPPIE Japanese YUPPIE - a demographic grouping. See also 'YUPPIE'

Marketing
J Management
Just-In-Time Delivery An inventory control system that replenishes and delivers products to a retailer just as the current supply is depleted.

Marketing
K Management
Kaizen The Japanese refer to continuous year-to-year improvement as 'Kaizen'.

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

Marketing
K Management
Kelly Grids See 'repertory grids'

Page 149 of 336


Marketing
K Management
Kerning Adjusting the measure between type characters so they appear evenly spaced.

Marketing A large account receiving special treatment from salespeople, usually generating more than a pre-defined annual sales
K Management
Key Account
amount.

Marketing Key Account
K Management Management
Account management as applied to a company's most important customers. See also 'account management'

Marketing Key Success Factors Those factors that are a necessary condition for success in a given market. That is, a company that does poorly on one of the
K Management (KSF) factors critical to success in its market is certain to fail.

Marketing
K Management
Keystone Markup An increase in price in which the cost amount is doubled on an item to achieve a 50% product margin.

Marketing A word that is entered into the se arch form or se arch ―window‖ o fan Internet search engine to search the Web for p ages or
K Management
Keyword
sites about or including the keyword and information related to it.

Marketing Advertisers paying for links to their websites to appear on internet search engines along side search results, sometimes as
K Management
Keyword buying
‖sponsored links‖, based on keywords entered into the search engine. See ‗Search Marketing‘.

Page 150 of 336


Marketing
K Management
Keyword Density Keywords as a percentage of text words that can be indexed.

Marketing
K Keyword Marketing Placing a marketing message in front of users based on the keywords they‘re using to search.
Management

Placing excessive keywords into page copy and coding such as meta tags; this may hurt the usability of a page but is meant to
Marketing
K Management
Keyword Stuffing boost the page's search engine ranking. Hiding keywords on a page by making them the same color as the page background
and loading tags with repeated keyword phrases are examples.

Keyword weight refers to the number of keywords appearing in the page area divided by the total number of words appearing
Marketing
K Management
Keyword Weight in that area. Weight also depends on whether the keyword is a single word or a multi-word phrase. Weight formula: (number of
words in the keyword phrase * frequency) / total words in area

Marketing A word or phrase that a user types into the search window of a search engine to find Web sites containing relevant
K Management
Keyword
information. Incorporating applicable Keywords into a Web site is a crucial component of optimization. See Search Term.

Marketing A payment made by a salesperson or business to a buyer based on the size or number of orders placed for the salesperson's
K Management
Kickback
products or services.

Marketing
K Management
Kicker A subhead that appears above the headline.

Page 151 of 336


Marketing
K Management
Kidults Adults who buy products that are predominantly aimed at children

Marketing
K Management
Kiosks Touch sensitive robust PCs used as public access points either on the street or within public buildings.

Marketing
K Management
Knowledge Consumers' meanings or beliefs about products, brands, stores, that are stored in memory.

Marketing Knowledge The collection, organisation and distribution of information in a form that lends itself to practical application. Knowledge
K Management Management management often relies on information technology to facilitate the storage and retrieval of information.

Marketing The information attached to or on a product for the purpose of naming it and describing its use, dangers, ingredients,
L Management
Label
manufacturer, etc.

Marketing
L Management
Labelling Packaging information that can be used for a variety of promotional, informational and legal purposes.

Marketing
L Management
Labor Intensive A product or industry in which labor requirements are large relative to requirements for capital goods.

Page 152 of 336


Marketing A technique to discover the associations consumers have between specific product attributes and more general end states or
L Management
Laddering
consequences.

Marketing
L Management
Laggards The group of consumers who are typically last to buy a new product.

Marketing Laissez Faire A management style wherein sales managers supervise their sales personnel minimally and therefore have a low degree of
L Management Leadership involvement with them on a regular basis.

Marketing
L Management
Landed Cost Price The quoted or invoiced price of a commodity, plus any inbound transportation charges.

Marketing
L Management
Landing Page The Web page to which a link from a search result or online promotion directs search engine traffic.

Marketing
L Management
Lanham Act Federal trademark law.

Marketing People who are quite sceptical about new products but eventually adopt them because of economic necessity or social
L Management
Late majority
pressure.

Page 153 of 336


Marketing The process by which a management plans for and supervises the introduction of a new product, making corrections to the
L Management
Launch Control
product as variances are detected so that original goals are achieved.

Marketing Law of Comparative This law states that a country tends to export those economic goods in which it has a comparative advantage and to import
L Management Advantage those economic goods in which it has a disadvantage.

Marketing
L Management
Law of Demand The law that, other things being equal, consumers will buy more of a product at a low price than at a high price.

Marketing Law of Diminishing After a certain point has been reached, each successive application of a factor of production will add less to total output than
L Management Return before.

Marketing
L Management
Lawsuit A legal action which is filed by one party against another when a contract has been breached.

Marketing
L Management
Lay-Away The purchase of an article with a down payment, while the store retains the article until full payment is made.

Marketing
L Management
Layout A design for graphic advertising production, roughly depicting the look of the finished advertisement.

Page 154 of 336


Marketing
L Management
Lead Generation The process of collecting contact information and identifying potential sales leads.

Marketing The amount of time determined by a merchandiser to be necessary to add on to the purchasing period, assuring that sufficient
L Management
Lead Time
merchandise will be on hand until a particular order is received.

Marketing
L Management
Leader Pricing The pricing of products at lower than usual prices in order to attract shoppers.

Marketing
L Management
Leading The space between lines of type.

Marketing Leading Economic
L Management Indicators
Financial indicators that reach peaks or troughs ahead of aggregate economic activity.

Marketing
L Management
Leading Question A question framed in such a manner as to give the respondent a clue as to how he or she should answer.

Possible customers; prospective customers; prospects; enquirers; enquiries or leads generated from mail shots,
Marketing
L Management
Leads advertisements and exhibitions. The quality of the lead should be checked so that the best leads, called 'hot prospects', or hot
leads, get special attention.

Page 155 of 336


Marketing
L Management
Leapfrog Routing A method for scheduling calls that requires salespeople to call on a cluster of customers that are in close geographic proximity.

Marketing A graph that depicts rate of learning, especially a graph of progress in the mastery of a skill against the time required for such
L Management
Learning Curve
mastery.

Marketing
L Management
Learning Log An assignment that charts a personal development plan and achievements of a delegate during a period of study

Marketing Marketers constantly seek to learn from their experience and to improve their performances. Some companies formalise this
L Management
Learnings
process and incorporate what the key things a marketing manager learns into their next set of plans.

Marketing A contract through which the asset owner (lessor) extends the right to use the asset to another party (lessee) in return for
L Management
Leasing
periodic payment of rent over a specific period.

Marketing
L Management
Leave-behind A premium left with prospective customers by a sales person, to remind them of the product or service being sold.

Marketing
L Management
Letter of Credit A correspondence by which a bank substitutes its creditworthiness for that of the buyer.

Page 156 of 336


Marketing
L Management
Letter shop A firm that personalizes, labels, sorts & stuffs envelopes in preparation for Standard Mail.

Marketing
L Management
Letterpress A printing method that stamps ink onto paper, using raised lettering.

Marketing
L Management
Leverage The ability to control large dollar amounts of a commodity with a comparatively small amount of capital.

Marketing A method of entering a foreign market in which the company enters into an agreement with a licensee, offering the right to use
L Management
Licensing
a manufacturing process, trademark, patent, trade secret, or other item of value for a fee or royalty.

Marketing
L Management
Life-Cycle Costs The realized cost of a durable good over its entire operating life.

Marketing
L Lifestyle Lifestyle is a person‘s pattern of living as expressed in his or her activities, interests and opinions.
Management

Lifestyle segmentation of a market is based on identifying lifestyle characteristics of customers that enable target customer
Marketing Lifestyle groups to be identified. Many businesses now segment their markets by lifestyles, as these are increasingly seen as good
L Management segmentation predictors of consumer behaviour. Most companies use off-the-shelf research-agency classifications (such as the Target
Group Index), because of the high cost and complexity of developing their own.

Page 157 of 336


Marketing
L Management
Lifetime Customers Customers who repeatedly buy the same brand throughout their buying life.

Marketing
L Management
Lifetime Value It is the total amount spent by one customer on a product or service during her/his lifetime.

Marketing A scale in which the respondent specifies a level of agreement or disagreement with statements that express a favorable or
L Management
Likert Scale
unfavorable attitude toward the concept under study (usually a 5 or 7 point scale).

Marketing Limited Problem
L Management Solving
A situation where the buyer has some experience of buying a particular product or service. See Extensive Problem Solving.

Marketing
L Management
Linage Refers to the size of an ad, based on the number of lines of type taken up by the ad.

Marketing The influence managers need to direct individuals assigned to them in order to achieve the goals for which they are held
L Management
Line Authority
responsible by management.

Marketing
L Management
Line conversion A high-contrast reproduction of an illustration, where all shading is reduced to either black or white.

Page 158 of 336


Marketing
L Management
Line Extension See Product Line.

Marketing
L Management
Link Checker A tool used to check Web pages for broken links.

Marketing
L Management
Link Farm A series of websites linking to each other in order to increase rankings.

Marketing A measure of how many other Web pages are linked to a given Web page. Several search engines include this factor in
L Management
Link Popularity
determining their search results.

Marketing
L Management
Liquidation When a company becomes insolvent it goes bust! Its assets are liquidated or sold off for cash. Bankrupt.

Marketing
L Management
List broker An agent who sells lists of sales prospects.

Marketing
L Management
List Explosion It is the proliferation of a vast array of different types of direct mail lists.

Page 159 of 336


Marketing
L Management
List Price The selling price for an item before any discounts or reductions in price.

Marketing
L Management
Listserv An e-mail-based system designed to support group discussions of a particular topic.

Marketing Systematic search, utilizing various indexes and catalogs, for materials on a specific problem or topic, often done with an aim
L Management
Literature Search
to be comprehensive.

Marketing A printing method in which the printing and non-printing areas exist on the same plane, as opposed to a bi-leveled
L Management
Lithography
reproduction.

Marketing
L Management
Live Rack A storage bracket designed to allow products to automatically advance forward to the desired position.

Marketing
L Management
Living Standard A measure of the possession and distribution of material goods among members of a society.

Marketing
L Management
Lobbying The process of trying to influence policymakers in favor of a specific cause.

Page 160 of 336


Marketing
L Management
Local advertising Advertising to a local merchant or business as opposed to regional or national advertising.

Marketing An advertising rate charged to a local advertiser , typically a retailer, by local media and publications, as distinguished from a
L Management
Local rate
national rate that is charged to a national advertiser, typically a manufacturer.

Marketing
L Management
Location Affinities The clustering of similar or complementary retail stores.

A single logic covering all activities relating to the procurement, transport, shipment and storage of goods. Logistics as
Marketing
L Management
Logistics generally understood is concerned particularly with material flow (raw materials, interim and final products), but also involves
pro

Marketing
L Management
Logo A graphic, usually consisting of a symbol and/or group of letters that identifies a company or brand.

Marketing
L Management
Logotype A personalized type or design symbol for a company or product.

Marketing
L Management
Longitudinal Study An investigation involving a sample of elements that is measured repeatedly through time.

Page 161 of 336


Marketing Loss Leaders are products or services offered at low prices (often below cost) to entice customers into buying other products
L Management
Loss Leaders
or services.

Marketing A scheme in which making a required purchase gives a person a chance to win a prize which is awarded at random, usually
L Management
Lottery
through an electronic drawing. Lotteries may not be used as promotion devices under U.S. laws.

High and Low Contact Activities - Most services have a mixture of High and Low Contact with customers. For example, the
Marketing Low Contact bulk of dry cleaning services are done without the customer being present (maybe in a back room) while acupuncture services
L Management Activities are performed in the presence of the customer. The invoicing (low contact activity) and appointment making may be done
again in a back room without the customer's presence.

Marketing Low Income Countries with the lowest income per capita compared with the rest of the world. The bottom quartile is often considered low
L Management Countries income.

Marketing Low Involvement Purchases are frequently bought, low value purchases like a can of beans. There is little risk and hence the
L Management
Low Involvement
buyer spends less time and effort making the decision. See High Involvement.

Marketing
L Management
Loyalty index Frequency of listenership of a particular broadcast station.

Marketing Programs which seek to identify, maintain and increase the yield from best customers through long-term, interactive, value-
L Management
Loyalty Programs
added relationships where recognition and reward is based on activity level.

Page 162 of 336


Marketing A measure of the preference consumers have for a product or service compared to other similar, available options. This is
L Management
Loyalty
often measured in terms of repeat purchase behavior or price sensitivity.

Marketing
L Management
LTV Long Term Value.

Marketing The external factors which affect a company's planning and performance, and are beyond its control: for example, socio-
M Management
Macro Environment
economic, legal and technological change. Compare 'micro environment'

Marketing Macro The external factors, such as socio-economic, legal and technological forces that can impact the success of an organization's
M Management Environment business and marketing strategies.

Marketing Those factors affecting an organisation which are beyond the control of that organisation but which the organisation must take
M Management
Macro Factors
account of.

Marketing Macro forecasting is concerned with forecasting markets in total. This is about determining the existing level of Market
M Management
Macro forecasting
Demand and considering what will happen to market demand in the future.

Marketing
M Management
Macromarketing A type of marketing in which a company adapts itself to uncontrollable factors within the industry.

Page 163 of 336


Marketing
M Management
Mail panels Groups of consumers selected to represent a market or market segment who agree to be regularly interviewed by mail.

Marketing
M Management
Mail-in premium A premium obtained by mailing in a suitable response to the manufacturer or distributor, with or without money.

Marketing Mailing Preference
M Management Service (MPS)
A database of individual home addresses where the occupiers have elected not to receive unsolicited direct (marketing) mail.

Marketing
M Management
Mail-order advertising Advertising which supplies paperwork for the purpose of soliciting a purchase made through the mail.

Marketing
M Management
Mail-Order House An establishment primarily engaged in distributing merchandise through the mail as a result of orders received.

Marketing Sending letters to a target audience - i.e. distribution of information to potential customers via the post with the purpose of
M Management
Mailshot
increasing sales and profit.

(1) To present a commercial announcement after it ‖s scheduled time because of an error. (2) To rerun a commercial
Marketing
M Management
Make good announcement because of technical difficulties the previous time it was run. (3) To rerun a print advertisement due to similar
circumstances.

Page 164 of 336


Marketing A method of data collection in which interviewers in a shopping mall stop or intercept individuals passing by to ask if they would
M Management
Mall Intercept
be willing to participate in a research study.

Marketing Management by
M Management Exception
A leadership style wherein sales managers intervene only when their salespeople have failed to meet performance standards.

Marketing Management A set of procedures and methods for the regular, planned collection, analysis, and presentation of information for use in
M Management Information Systems making management decisions.

Marketing
M Management
Manual Submission That addition of a URL to a search engine directory individually by hand.

Manufacturer brands are created by producers and bear their chosen brand name. The producer is responsible for marketing
Marketing
M Management
Manufacturer brand the brand. The brand is owned by the producer. By building their brand names, manufacturers can gain widespread
distribution (for example by retailers who wants to sell the brand) and build customer.

Marketing An independent business person who is paid a commission to sell a manufacturer's product(s) or service(s) but does not
M Manufacturer‘s Agent
Management receive a title to the products.

Marketing
M Management
Margin The difference between the selling price and total unit costs for an item.

Page 165 of 336


Marketing Technique of setting the advertising budget by assuming the point at which an additional dollar spent on advertising equals
M Management
Marginal analysis
additional profit.

Marketing Marginal cost is the extra cost of making one extra unit. It is, for example, the difference in total costs when you produce 101
M Management
Marginal Cost
units instead of 100.

Marketing Marginal Pricing, looks at sales forecasts and sets a price based on the lower marginal costs which can be achieved in the
M Management
Marginal Pricing
future. This enables you to set prices below competitors.

Marketing
M Management
Marginal Revenue The net change in total revenue that results from producing and marketing one additional unit.

Marketing
M Management
Marginal Unit The last unit in a series of items.

Marketing
M Management
Markdown The amount of a reduction from the selling price of an item.

Marketing The business in a market with the largest market share. The market leader, particularly one with a dominant market share, is
M Management
Marker leader
often ―followed‖ by competitors in terms of pricing and product strategy.

Page 166 of 336


Marketing
M Management
Market A market is the demand for a particular product or service, often measured by sales during a specified period.

Marketing Research used to assist in predicting the direction of the markets based on technical data relating to price movements of the
M Management
Market Analysis
market, or on fundamental data such as corporate earnings.

Marketing
M Management
Market Area A regional area from which one can expect the greatest demand for a specific product or service.

Marketing A measure of the profit potential inherent in the structure of a market or industry which is determined by factors including:
M Management
Market Attractiveness
growth rate, market size, economy, technology, environment, etc.

Marketing
M Management
Market challenger A business in a market that is fighting hard to increase its market share.

Market concentration is the proportion of market value that is owned by the leading brands or products/companies in the
Marketing market. Where the market leaders own a large part of the overall market, the market is said to be highly concentrated. By
M Management
Market concentration
contrast, where the market leader has a relatively small market share and there are many other competitors, a market is said
to be "fragmented".

Marketing Ensuring that the product is made available through appropriate intermediaries so that: (a) the potential customer can access it
M Management
Market Coverage
as easily as possible; and (b) the product is properly displayed, sold and supported within the channel of distribution.

Page 167 of 336


Marketing The total volume of a given product or service bought by a specific group of customers in a specified market area, within a
M Management
Market Demand
defined period of time.

Marketing The process of growing sales by offering existing products (or new versions of them) to new customer groups (as opposed to
M Management
Market development
simply attempting to increase the company‘s share of current markets).

Marketing
M Management
Market Economy An economy that allocates resources primarily through the interaction of individuals (households) and private firms.

The launch of a new product into a new or existing market. A different strategy is required depending on whether the product is
Marketing
M Management
Market entry an early or late entrant to the market; the first entrant usually has an automatic advantage, while later entrants need to
demonstrate that their products are better, cheaper and so on.

Marketing
M Management
Market Extension The process of growing sales by offering existing or modified products to new market segments.

A firm that is happy to follow the leaders in a market place without challenging them, perhaps taking advantages of
Marketing
M Management
Market follower opportunities created by leaders without the need for much marketing investment of its own - see also 'market challenger' and
'market leader'.

Marketing Market
M Management Fragmentation
A term used to describe a market which has many different clearly identifying segments.

Page 168 of 336


Marketing
M Management
Market Leader Seller of the product or service with the largest market share in its field - see also 'market challenger' and 'market follower'

Marketing The attempt to grow one's business by obtaining a larger market share in an existing market - see 'market share' and 'market
M Management
Market Penetration
development'

Marketing A marketing strategy that will position a business‘ products and services against those of its competitors in the minds of
M Management
Market positioning
consumers.

Marketing A summary of the characteristics of a market, including information of typical purchasers and competitors, and often general
M Management
Market Profile
information on the economy and retailing patterns of an area.

Marketing Provides information on markets, their size, structure, key players, their market share, trends, prices and more. These reports
M Management
Market Reports
are published annually and are available as secondary sources.

Marketing
M Management
Market research The systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services.

Marketing
M Management
Market segment A customer group within the market that has special characteristics which are significant to marketing strategy.

Page 169 of 336


Marketing Segmentation involves subdividing markets, channels or customers into groups with different needs, to deliver tailored
M Management
Market segmentation
propositions which meet these needs as precisely as possible.

Marketing
M Management
Market share Market share can be defined as the percentage of all sales within a market that is held by one brand / product or company.

Marketing Market targeting is the process of evaluating each market segment and selecting the most attractive segments to enter with a
M Management
Market targeting
particular product or product line.

Marketing The phase of new product development in which a new product and its marketing plan are tested together in a manner that
M Management
Market Testing
simulates the eventual marketing of the product.

Marketing Market Value Added Market Value Added (MVA) is the difference between the equity market valuation of a listed/quoted company and the sum of
M Management (MVA) the adjusted book value of debt and equity invested in the company.

Traditionally, "marketing" has been a term applied to the craft of linking the producers (or potential producers) of a product or
Marketing
M Management
Marketer service with customers, both existing and potential. This general definition fails to provide any direction to someone hoping to
market his products or services effectively.

Marketing The all-embracing function that links the business with customer needs and wants in order to get the right product to the right
M Management
Marketing
place at the right time‖.

Page 170 of 336


Marketing
M Management
Marketing Acronyms Usually, abbreviations such as YUPPIE, BUPPIE, and GLAM. See individual acronyms for a description.

Marketing A systematic examination of a business‘s marketing environment, objectives, strategies, and activities with a view to identifying
M Management
Marketing audit
key strategic issues, threats and opportunities.

Marketing
M Management
Marketing Calendar A tool for marketers to track a campaign along a timeline.

Marketing A set of institutions necessary to transfer the title to goods and to move goods from the point of consumption. (Vendors,
M Management
Marketing Channel
publishers, library facilities.)

Marketing Marketing
M Management Communications
All methods used by a firm to communicate with its customers and prospective customers.

Marketing
M Marketing concept The marketing concept is about matching a business‘ capabilities with customer wants.
Management

Marketing Marketing Cost
M Management Analysis
An attempt to determine the actual costs incurred for marketing and distributing a product.

Page 171 of 336


Marketing
M Management
Marketing Ethics The use of moral codes, values, and standards to determine whether marketing actions are right or wrong.

Marketing A business that affects the distribution and sales of goods and services from producer to consumer; including products or
M Management
Marketing firm
service development, pricing, packaging, advertising, merchandising, and distribution.

Marketing Any information used or required to support marketing decisions - often drawn from a computerised 'Marketing Information
M Management
Marketing Information
System'.

Marketing
M Management
Marketing intelligence The composite of all data and ideas available within an organisation that assists in decision-making.

Marketing Marketing The process of setting marketing objectives for an organization, the planning and execution of activities to meet these
M Management Management objectives, and measuring progress toward their achievement.

A generic title for the line executive responsible for designated marketing functions such as marketing research, product
Marketing
M Management
Marketing Manager planning , pricing, distribution, and the promotion mix. This individual may also coordinate activities with other departments that
p

Marketing Measurements that help with the quantification of marketing performance, such as market share, advertising spend, and
M Management
Marketing Metrics
response rates elicited by advertising and direct marketing

Page 172 of 336


The combination of marketing inputs that affect customer motivation and behaviour. These inputs traditionally encompass four
Marketing
M Management
Marketing Mix controllable variables 'the 4 Ps': product, price, promotion and place. The list has subsequently been extended to 7 Ps, the
additions being people, process and 'physical evidence'.

Marketing Lack of vision on the part of companies, particularly in failing to spot customers' desires through excessive product focus.
M Management
Marketing Myopia
Term derives from the title of a seminal article by Theodore Levitt published in Harvard Business Review in 1960.

A statement setting forth the specific marketing goals to be accomplished. Objectives can be stated in such terms as products
Marketing Marketing
M Management Objectives
sold, the number of trial purchases, the number of repeat purchases, audience reached, and percentage of the audience made
aware of the product.

Marketing Marketing An attractive arena of relevant marketing action in which a particular organization is likely to enjoy a superior and competitive
M Management Opportunity advantage.

Marketing A business strategy whereby customers' needs and wants, as identified by the marketing function, determine corporate
M Management
Marketing Orientation
direction.

Marketing A detailed statement (usually prepared annually) of how a company's marketing mix will be used to achieve its market
M Management
Marketing plan
objectives. A marketing plan is usually prepared following a marketing audit.

Marketing The selection and scheduling of activities to support the company's chosen marketing strategy or goals. See also 'marketing
M Management
Marketing Planning
strategy'.

Page 173 of 336


Marketing
M Management
Marketing Research See 'market research'

Marketing Marketing Return on
M Management Investment (MROI)
See Return on Marketing Investment (ROMI).

Marketing An inclusive term that refers to various sets of marketing specific functions such design, public relations, tradeshow
M Management
Marketing Services
management, etc.

Marketing The set of objectives which an organisation allocates to its marketing function in order to support the overall corporate strategy,
M Management
Marketing Strategy
together with the broad methods chosen to achieve these objectives.

Marketing
M Management
Markup The difference between the merchandise cost and the retail price.

A popular theory of human motivation developed by Abraham Maslow, suggesting that humans satisfy their needs in a
Marketing Maslow‘s Need
M Management Hierarchy
sequential order beginning with physiological needs, and ranging through safety needs, belongingness and love needs, esteem
needs, and lastly

Marketing
M Management
Mass Markets Markets which include a very large number of potential and actual customers - e.g. the fast moving consumer goods market.

Page 174 of 336


Marketing
M Management
Mass Media Communication technology such as radio, television, internet, etc. that can reach mass populations.

Marketing
M Management
Master tape The finished, edited, videotape of a program or project.

Marketing
M Management
Materialism A desire for wealth and material possessions with little interest in ethical or spiritual matters.

The FTC theoretically will not regulate a deceptive advertisement unless the deceptive claim is also material. This means, in
Marketing
M Management
Materiality simple terms, that the claim must be important to consumers, rather than trivial. The FTC requires that the deception be likely
to affect consumers' "choice of, or conduct regarding, a product."

Marketing
M Management
Materials Handling A term applied to the study of physical flow in a logistics system.

Marketing Materials
M Management Management
Either an organizational component or an approach to managing the material flow process of a business.

Marketing Any organizational structure in which a project manager shares responsibility with a functional manager for assigning priorities
M Management
Matrix Organization
and for directing the work of individuals assigned to a project.

Page 175 of 336


Marketing
M Management
Matte shot A camera shot made with a matte or mask in part of the frame to allow another shot to be printed in the opaque area.

Initial rapid growth is over and use/sales level off. microenvironment The set of forces close to an organization that have direct
Marketing Maturity Stage of
M Management Product Life Cycle
impact on its ability to serve its customers, including channel member organizations, competitors, user markets, publics and
the capabilities of the organization.

McKinsey Seven S's
Marketing A framework for considering business strategy with reference to seven interrelated, aspects of the organisation: Systems,
M Management
of Management (or 7-
Structure, Skills, Style, Staff, Strategy, and Shared values.
S Model)

Marketing
M Management
MDSS Marketing Decision Support System.

Marketing
M Management
Me Too Product A similar type of product.

Marketing
M Management
Measurement See 'marketing metrics'

Marketing Mechanical (paste-
M Management up)
A finished layout that is photographed for offset printing.

Page 176 of 336


The forms of publication. Traditional advertising media include newspapers, magazines, billboards, radio and television. Digital
Marketing
M Management
Media interactive advertising media started with the Internet, accessed at an indoor computer, but is quickly spreading to television,
cellular devices and outdoor locations.

Marketing Media analysis is a term used in advertising. It refers to an investigation into the relative effectiveness and the relative costs of
M Management
Media analysis
using the various advertising media in an advertising campaign.

Marketing An individual working directly for an advertiser, or for an advertising agency, charged with the responsibility of purchasing
M Management
Media buyer
advertising space. An interactive media buyer makes online ad space purchases, sometimes through an ad network.

Marketing
M Management
Media buying service Agency that specializes in the services of media buying.

Marketing Media concentration
M Management theory
Technique of scheduling media that involves buying space in one medium only and developing strength through concentration.

Marketing Media dominance Technique of scheduling media that involves buying a large amount of space in one medium, and shifting to another medium
M Management theory after achieving optimum coverage and frequency.

Marketing A package of promotional materials relating to a specific advertising media vehicle, including a rate card, audience statistics,
M Management
Media Kit
case studies showing success stories, and related materials showing the value of the medium.

Page 177 of 336


Marketing Media A term coined by Suasion Resources to describe its proprietary alternative to traditional public relations, a cost-effective
M Management Marketing method that uses highly concentrated efforts to garner targeted media coverage.

Marketing The specific combination of various advertising media (including network television, local television, magazines, newspapers,
M Management
Media Mix
etc.) used by a particular advertiser and the advertising budget to be allocated to each medium.

Marketing Media Neutral A customer focussed review of media options during communications planning based on research, analysis and insight, not
M Management Planning habit and preference

Marketing
M Management
Media plan A plan designed to select the proper demographics for an advertising campaign through proper media selection.

Marketing
M Management
Media planning The process that directs advertising messages to the right people in the right place at the right time.

Marketing
M Management
Media Relations The set of activities involved in working with the media to generate publicity for a product, service, or organization.

Marketing Media
M Management Representatives
A person or company specializing in selling time or space in advertising vehicles to advertisers and advertising agencies.

Page 178 of 336


Marketing
M Management
Media research A study of radio, television and print media for the purpose of reaching the optimal consumer audience.

Marketing A specific schedule that shows the media vehicles to be used during an advertising campaign including dates, positions in the
M Management
Media Schedule
publication, and size of ad space or duration of commercials.

Marketing A plan of action by an advertiser for bringing advertising messages to the attention of consumers through the use of
M Management
Media strategy
appropriate media.

Marketing A measure of the amount of advertising media used in an advertising campaign. This can be expressed in terms of dollar
M Management
Media Weight
amounts, gross rating points, circulation data, etc.

Marketing Medium (plural, A vehicle or group of vehicles used to convey information, news, entertainment, and advertising messages to an audience.
M Management Media) These include television, cable television, magazines, radio, billboards, etc.

An economic philosophy of the 16th and 17th centuries that international commerce should primarily serve to increase a
Marketing
M Management
Mercantilism country's financial wealth, especially of gold and foreign currency. To that end, exports are viewed as desirable and imports as
undesir

Marketing Merchandise A subdivision of a selling department; a dissection of a department's inventory, purchase, and/or sales figures for the purpose
M Management Classification of closer control.

Page 179 of 336


Marketing
M Management
Merchandise Control The determination and direction of merchandising activities, both in terms of dollars and units.

Marketing The ratio of the types, styles, sizes, colors, prices, etc. to the quantities of the merchandise kept in a store to satisfy its target
M Management
Merchandise Mix
market.

Marketing Merchandising the
M The promoting of a firm‖s advertising abilities to distributors.
Management advertising

Marketing
M Management
Merchant A business unit that buys, takes title to, and resells merchandise.

Marketing Merger: the formation of one company from two existing companies. Acquisition: one company acquiring control of another by
M Management
Merger/Acquisition
purchase of a majority shareholding.

Marketing
M Management
Meta Search Engine A search engine that displays results from multiple search engines.

Marketing
M Management
Meta Tags HTML coding which the user does not see, used to describe various features of a Web page.

Page 180 of 336


Metropolitan An urban area with a population of at least 50,000 that is designated by the Office of Management and Budget for statistical
Marketing
M Management
Statistical Area reporting purposes and used in audience measurement studies. This is generally synonymous with the former term Standard
(MSA) Metropolitan Statistical Area.

Marketing The immediate context of a company's operations, including such elements as suppliers, customers and competitors -
M Management
Micro Environment
compare 'macro environment'

Marketing The elements of the environment within which an organisation operates for which it has a significant degree of control. E.g. its
M Management
Micro Factors
products or services, its staff.

Marketing Micro forecasting is concerned with detailed unit sales forecasts. This is about determining a product‘s market share in a
M Management
Micro forecasting
particular industry and considering what will happen to that market share in the future.

Marketing The activities a firm practices in order to react controllably to external forces, e.g., setting objectives and selecting target
M Management
Micromarketing
markets.

Marketing
M Management
Middle Class The social class between the lower class and upper class.

Marketing
M Management
Middleman slang description for a person who acts to bring together the parties to a transaction.

Page 181 of 336


Marketing Used to determine the cost effectiveness of advertising in a newspaper; reached by multiplying the cost per agate line by one
M Management
Milline rate
million, then dividing by the circulation. Also referred to as Milline.

The share of a distributor's mind that your product or service gets. Winning the battle for the distributor's share of mind can be
Marketing
M Management
Mind-share more important than many other marketing strategies. It requires the maintenance of high levels of motivation among
distributors so that they are interested in and motivated by your products or services.

Marketing
M Management
Minimum Charge The lowest price at which a carrier will accept a shipment for delivery.

Marketing Marketing Information Systems should provide all the information for effective marketing decisions. This will vary from market
M Management
MIS
research to reading the paper but it must be recorded and be available.

Marketing A mission describes the organisation‘s basic function in society, in terms of the products and services it produces for its
M Management
Mission
customers.

Marketing
M Management
Mission statement A mission statement is a formal description of the mission of a business.

Marketing
M Management
Mixed Bundling The practice of offering for sale two or more products or services at individual prices or for one price.

Page 182 of 336


Marketing Multimedia Message Service. Text, audio, graphic and video messages sent by mobile phones, or other compatible devices,
M Management
MMS
over a wireless network.

Wrap advertising is the practice of completely covering (wrapping) a vehicle in an advertisement or livery. Large vehicles
Marketing
M Management
Mobile billboard effectively become "mobile billboards" afterward. This can be achieved by simply painting the vehicle surface, but it is
becoming more common today to use large vinyl sheets used as decals.

Marketing An assortment of fashion merchandise indicating in very general terms (colors, sizes, etc.) what should be carried in a
M Management
Model Stock List
particular merchandise category.

Graphical representations of a process designed to aid in understanding and/or forecasting. Computerised models allow the
Marketing Models (or Marketing
M Management Models)
simulation of scenarios based on different assumptions about changes to the macro environment and micro environment. See
also 'macro environment' and 'micro environment'

Marketing
M Management
Modular Training A training programme that is studied over a period of time, delivered in modules that are linked together

Marketing A macroeconomic policy tool used to influence interest rates, inflation, and credit availability through changes in the supply of
M Management
Monetary Policy
money available in the economy.

Marketing
M Management
Monopoly A market situation where one firm markets all the goods or services available and can significantly influence price.

Page 183 of 336


Marketing
M Management
Mood An emotional state of an individual at a particular point in time.

Marketing A visual illustration tool used either to represent the atmosphere or feel of an intended advertisement, or to research a
M Management
Mood Board
consumer‘s experience of a brand or product.

Marketing Geodemographic segmentation model classifying neighbourhoods into 10 lifestyle types ie: Elite Suburbs; Average Areas;
M Management
MOSAIC
Luxury Flats.

Marketing The positive or negative needs, goals, desires and forces that impel an individual toward or away from certain actions,
M Management
Motivation
activities, objects or conditions. The inner needs and wants of an individual what affects behavior.

Marketing Used to investigate the psychological reasons why individuals buy specific types of merchandise, or why they respond to
M Management
Motivation research
specific advertising appeals, to determine the base of brand choices and product preferences.

Marketing The use of browser tricks to keep a visitor on a website, such as disabling the back button or generating repeated pop-up
M Management
Mousetrapping
windows.

Marketing What a manager needs to do his/her job. Marketing plans must contain at least three resources - 3Ms Men, Money and
M Ms – Resources
Management Minutes. Men means men and women, money means budgets and minutes means time.

Page 184 of 336


Marketing
M Management
MSRP An acronym for Manufacturers Suggested Retail Price.

Marketing
M Management
Multi-Brand Strategy In this strategy, the company has more than one brand of product, each competing with one other, in a given market.

When a business distributes its products through more than one distribution channel, this is known as multi-channel marketing.
Marketing Multi-channel
M Management marketing
Retail chains, for example Argos, besides using the shops to distribute their products, quite often also use catalogue selling.
The main purpose of multi-channel marketing is to more effectively reach different customer segments.

Marketing Multi-Channel Basically mixes different distribution channels together - some direct and others indirect. This can involve the supplier's own
M Management Network sales force as well as a network of intermediaries and their sales forces.

Marketing Multi-Channel Basically mixes different distribution channels together using both direct and indirect channels. This can involve the supplier's
M Management Systems own sales force as well as a network of intermediaries and their sales forces. See channel conflict.

Marketing Multidimensional A measurement approach in which people's perceptions of the similarity of objects and their preferences among the objects
M Management Scaling are measured. These relationships are then plotted in a multidimensional space to form an illustration.

Marketing Network retailing; network marketing; multi-level marketing. This is where sales people recruit other salespeople so that they
M Management
Multi-level Marketing
sell for them and so on.

Page 185 of 336


Marketing Selling by products and services by more than one level of Direct Sellers with elements of the sale reward being given upward
M Management
Multi-Level Selling
to the originator(s) of the Direct Seller and not being a Pyramid Scheme as defined by the Fair Trading Act 1986.

Marketing Multimedia
M Management presentation
A speech that uses computer software to combine several kinds of visual and/or audio aids in the same talk.

Marketing
M Management
Multinational An organisation which operates in several countries.

Marketing Selling and distributing to customers directly, as well as distributing through vending machines, independent retailers and
M Management
Multiple Channels
mainstream retail chains. See channel conflict.

Marketing A key concept in central place theory that argues consumers prefer to visit more than one store per trip, generating positive
M Management
Multiple Purpose Trip
externalities for neighboring stores.

Marketing The combination of several like products, involving a slightly different markup than is obtained when the items are sold
M Management
Multiple-Unit Pricing
separately.

Marketing Multi-segment A strategy by which a business directs its marketing efforts towards two or more market segments by developing a marketing
M Management strategy mix for each.

Page 186 of 336


Marketing
M Management
Mutual Benefit The outcome of an action whereby all parties involved are subsequently better off.

Marketing
M Management
Mystery Shoppers Customer service can be measured by fake customers (mystery shoppers) who report directly back to the organisation.

Marketing
N Management
NAB National Association of Broadcasters. An association whose membership is largely composed of radio and television stations.

Marketing National Advertising Division of the Council of Better Business Bureaus. This organization serves as a major self-regulatory
N Management
NAD
mechanism for advertising.

National Advertising Review Board of the Council of Better Business Bureaus. When an alleged problem arises with an
Marketing
N Management
NARB advertisement, and a satisfactory solution is not obtained via the NAD, above, the NARB acts in the capacity of an appeals
board. It reviews the decision of the NAD, and passes judgment on it.

Marketing Using a broadcast medium to appeal to audiences with special interests. For example, the "All Knitting Station" would be a
N Management
Narrowcasting
narrowcast, because it appeals to an audience with a specific interest.

Marketing A prospect or customer with locations in several sales territories that are sold, using a coordinated national strategy rather than
N Management
National Account
strategies that focus on specific locations.

Page 187 of 336


Marketing
N Management
National advertising Advertising which is aimed at a National Market, as opposed to Local Advertising.

Marketing
N Management
National brand A nationally distributed product brand name. May also be distributed regionally or locally.

Marketing National Change of
N Management Address (NCOA)
Database that helps locate forwarding addresses.

Marketing
N Management
National Character The values, beliefs, and personality characteristics that describe the people of a country in general terms.

Marketing National Readership A commercial organisation which provides estimates of the number and nature of the people reading UK newspapers and
N Management Survey (NRS) consumer magazines.

Marketing
N Management
Nationalism A devotion and allegiance to a group defined by the shared characteristics of a race, language, history, or culture.

Marketing The physical forces in nature including climate, weather, and natural resources that affect a firm's market or its ability to carry
N Management
Natural Environment
out marketing activities.

Page 188 of 336


Marketing
N Management
Navigation Elements of a web site that facilitate movement from one page to another.

The Near Environment is closer to the organisation than the Far Environment (see STEP1). Although external to the
Marketing
N Management
Near Environment organisation the Near Environment is close to the organisation and it includes STEP2 variables: Structure of the Industry,
Trends in the Market Place, Micro Economic and Power Forces shaping the industry.

Marketing Near-pack (Near An item offered free or at a discount with the purchase of another product. The item can be positioned close to but may not
N Management Pack Premium) touch the purchased product. A type of product promotion.

Marketing
N Management
Negative Developed film that contains an image that has reversed shadows and light areas.

Marketing The use of advertising messages that concentrate on pointing out undesirable aspects of competing products, services,
N Management
Negative Advertising
organizations, or ideas.

Marketing
N Management
Negligence Failure to act with the prudence that a reasonable person would exercise under the same circumstances.

Marketing The process of trying to find mutually agreeable terms in an exchange. Negotiation leads either to mutually acceptable terms or
N Management
Negotiation
a decision not to transact.

Page 189 of 336


Marketing
N Management
Net cost The costs associated with services rendered by an advertising agency excluding the agency commission.

Marketing Net Operating
N Management Income
Net sales less net cost of goods sold and operating expenses.

The future stream of benefits and costs converted into equivalent values today. This is done by assigning monetary values to
Marketing
N Management
Net Present Value benefits and costs, discounting future benefits and costs using an appropriate discount rate, and subtracting the sum total of
dis

Marketing Net promoter score
N Management (NPS)
Percentage of promoters minus percentage of detractors.

Marketing
N Management
Net Terms Terms calling for the billed amount of the invoice that do not include cash discounts.

Marketing Net unduplicated
N Management audience
The combined cumulative audience exposed to an advertisement.

Marketing A national or regional group of affiliated broadcast stations contractually bound to distribute radio or television programs for
N Management
Network
simultaneous transmission.

Page 190 of 336


Marketing The phenomenon whereby a service becomes more valuable as more people use it, encouraging even greater numbers of
N Management
Network Effect
adopters.

Marketing
N Management
Network option time Programming time the network controls on each of its affiliate stations. Also referred to as network time.

Marketing Technique to quantify how consumers will respond to brands and advertising. The brain is mapped, using functional Magnetic
N Management
Neuromarketing
Resonance Imaging (fMRI), to record conscious and subconscious responses to advertising, products or brands.

A new product can be defined as a good, service or idea that is ―perceived‖ by some potential customers as new. It may have
Marketing
N Management
New product been available for some time, but many potential customers have not yet adopted the product nor decided to become a regular
user of the product.

Marketing New Product
N Management Development (NPD)
The creation of new products, from evaluation of proposals through to launch.

Marketing A type of film presentation in which editorial content is controlled by the sponsor and is provided to broadcast media for their
N Management
News Clip
use as deemed appropriate.

# A news release or press release is a written or recorded communication directed at members of the news media for the
Marketing purpose of announcing something claimed as having news value. Typically, it is mailed or faxed to assignment editors at
N Management
News release
newspapers, magazines, radio stations, television stations, and/or television networks. Commercial newswire services are also
used to distribute news releases. Sometimes news releases are sent for the purpose of announcing news conferences.

Page 191 of 336


Marketing A periodically distributed publication focusing on a specific subject and containing articles and information that are of interest to
N Management
Newsletter
its subscribers. Newsletters are a popular vehicle for communicating with audiences in the financial marketing arena.

Marketing
N Management
Newsprint A soft, course wood pulp paper used in printing newspapers.

Marketing Niche marketing refers to the exploitation of comparatively small market segments by businesses that decide to concentrate
N Management
Niche marketing
their efforts. Niche segments exist in nearly all markets – for example the self-build sports car segment of the motor industry.

Marketing A plan employed by a firm that specializes in serving particular market segments in order to avoid conflicting with the major
N Management
Niche Strategy
competitors in the market.

Marketing
N Management
Nielsen rating A measurement of the percentage of U.S. television households tuned to a network program for a minute of its telecast.

Marketing
N Management
NILKIE No Income, Lots of Kids - a demographic grouping.

Marketing Coding used to render text visible only to non-frames-capable browsers. A typical Website visitor therefore most likely would
N Management
Noframes tags
not see the text set off by the tags- but a search engine spider would, since most spiders can't crawl frames.

Page 192 of 336


Marketing
N Management
Nominal Scale A measurement scale in which numbers are used to classify, name or label an individual, attribute or category.

Marketing Noncommercial Radio and television advertising that is designed to educate and promote ideas or institutions, e.g., public service
N Management advertising announcements.

Marketing A product that is rather quickly consumed or worn out, or becomes dated, unfashionable, or in some other way no longer
N Management
Nondurable Good
popular.

Marketing Non-personal
N Management communication
Methods of promotion that do not generate any personal feedback. Advertising is the best example of this.

Marketing Non-Price
N Management Competition
The competition among firms on the basis of variables other than price, such as quality, brand, assortment, or services.

Marketing Nonprobability
N Management Sample
A sample selected without regard to the laws of mathematical probability.

Marketing
N Management
Nonprofit Marketing The marketing of a product or service in which the offer itself is not intended to make a monetary profit for the marketer.

Page 193 of 336


Marketing Non-Profit An incorporated organization which exists for educational or charitable reasons, and from which its shareholders or trustees do
N Management Organization not benefit financially.

Marketing A form of retailing in which consumer contact occurs outside of a retail store, such as vending machines, online shopping, at
N Management
Non-Store Retailing
home personal selling, and catalog buying.

Marketing Non-Verbal The non spoken forms of expression that communicate thought and emotion including body language, space between the
N Management Communications communicators, speech, and appearance.

Marketing
N Management
Normal goods Normal goods have a positive income elasticity of demand so as income rise more is demand at each price level.

Statistics or tabular data that summarize the distribution of test performance for one or more specified groups, such as
Marketing
N Management
Norms participants of various ages or grades. Norms are usually designed to represent some larger population, such as participants
throughou

Marketing
N Management
Northern Light An older search engine, once very popular.

Marketing As is the case with noframe tags, coding used to render text visible only to browsers that are not using JavaScript. A typical
N Management
Noscript tags
consumer most likely would not see the text set off by the noscript tags, but a search engine spider would.

Page 194 of 336


Marketing
O Management
O & O station Radio and television stations owned and operated by a network.

Marketing
O Management
Objection A concern or question raised by a prospect to a salesperson during an interaction.

Marketing
O Management
Objectives Measurable aims of a business set for a given period (e.g. marketing objectives for the next year).

Marketing A method of data collection in which the situation of interest is watched and the relevant facts, actions, or behaviors are
O Management
Observation
recorded.

Marketing A non-sampling error that arises because inaccurate information is secured from sample elements or because errors are
O Management
Observation Error
introduced in the processing of data or in reporting the findings.

Marketing A research technique in which the behavior of research subjects is watched and recorded without any direct contact or
O Management
Observation method
interaction.

Marketing
O Management
Obsolescence The act or process of a product's becoming out-of-date, discarded, or no longer in use.

Page 195 of 336


Marketing Occasion A basis of segmenting a market based on occasions when buyers get the idea to make a purchase, actually buy, or use a
O Management segmentation purchased item.

Marketing
O Management
Odd Lot Dealing with broken lots or unbalanced assortments that have been reduced in price for quick turnover.

Marketing
O Management
Off card Refers to advertising time sold at a rate that does not appear on the rate card.

Marketing
O Management
Offensive Marketing A competitive marketing strategy, the purpose of which is to win market share away from other players in the market.

Marketing The terms and conditions (price, quantity, delivery date, etc.) under which a product or service is presented for sale to potential
O Management
Offer
customers in direct response advertising.

Marketing A type of trade sales promotion in which a manufacturer offers the retailer a price reduction on a product‘s price at the time of
O Management
Off-Invoice Allowance
billing, usually for a limited period of time.

Marketing A markdown as a percentage of the original price. For example, an item originally retails for $20 and is marked down to $10,
O Management
Off-Retail Percentage
the off-retail percentage would be 50%.

Page 196 of 336


Marketing A planographic printing process. A photographic image from a printing plate is transferred to a rubber blanket, which, in turn,
O Management
Offset lithography
transfers or prints the image onto the paper.

Marketing
O Management
OINK One income, no kids - a demographic grouping.

Marketing Acronym for Online Analytical Processing, which allows the user to quickly analyze information that has been summarized into
O Management
OLAP
multidimensional views and hierarchies.

Marketing Oligopolistic
O Management Competition
A market condition in which only a few large sellers account for a relatively large market share.

Marketing
O Management
Oligopoly Where market availability is held by a limited number of firms.

Marketing
O Management
On Order When a retailer has financially committed to the purchase of merchandise that is yet to be received.

Marketing
O Management
On-air tests Tests recall among viewers of a commercial or program during a real broadcast of the tested communication.

Page 197 of 336


Marketing
O Management
One-Price Policy A policy that, at a given time, all customers pay the same price for a given item of merchandise.

Marketing One-To-One
O Management Marketing
A marketing technique in which each customer has direct input into the way a company interacts with him.

Marketing
O Management
Online Learning Course material accessed via the internet or a company intranet

Marketing Online Communications and marketing initiatives that employ the Internet and e-mail based tools of a marketing campaign, such as
O Management Marketing banner ads, e-mail marketing, search engine optimization, Pay-Per-Click advertising.

Marketing On-pack (On-pack
O Management Premium)
Used to promote sales of a product. Discount coupons or gifts that are attached to or accompany the product to be purchased.

Marketing
O Management
On-Pack Offers A sales promotion on a pack.

Marketing
O Management
OPAL Older People with Active Lifestyles - a demographic grouping.

Page 198 of 336


Marketing
O Management
Open Account The sale of goods on credit. The seller gives the buyer no written evidence of indebtedness.

Marketing The practice of putting information on a product that reveals the date beyond which it should no longer be sold or used (applies
O Management
Open Dating
primarily to perishable products).

Marketing Open Directory
O Management Project
A large directory of websites run by volunteers. Their data-base is used by many website across the internet.

Marketing (1) Time left at the end of a commercial or program which is provided for the use of local advertising or station identification.
O Management
Open end
(2) A radio or television program with no specific time to end.

Marketing
O Management
Open Order An order sent by a store to a market representative to be placed with any vendor the rep finds who can best fill it.

Marketing
O Management
Open rate The open rate is the percentage of e-mails that are opened by your subscribers.

Marketing
O Management
Open Stock The items kept on hand in retail stores and sold either in complete sets or in separate pieces.

Page 199 of 336


Marketing Open-Ended A question characterized by the condition that respondents are free to reply in their own words rather than being limited to
O Management Question choosing from a set of alternatives.

Marketing
O Management
Operant Conditioning The process of altering the probability of a behavior being emitted by changing the consequences of the behavior.

Marketing
O Management
Operational Definition A definition of a construct that describes the operations to be carried out in order for the construct to be measured empirically.

Marketing
O Management
Opinion A belief or emotionally neutral thought an individual holds about some aspect or object in the environment.

Marketing Not all individuals in a group or all consumers in a society wield equal personal influence on the attitudes, opinions, and
O Management
Opinion Leader
behavior of others.

Marketing Opportunities are any feature of the external environment which creates conditions that a business can exploit to its advantage.
O Management
Opportunities
If the business is successful in exploiting opportunities, then it will be better placed to achieve its objectives.

The cost of passing up the next best choice when making a decision. For example, if an asset such as capital is used for one
Marketing
O Management
Opportunity Cost purpose, the opportunity cost is the value of the next best purpose the asset could have been used for. Opportunity cost
analysis

Page 200 of 336


Marketing Optical Character An industry-wide classification system for coding information onto merchandise. It enables retailers to record information on
O Management Recognition each SKU, when it is sold, and transmit the information to a computer for collection and analysis.

Marketing Visual effects used to instill interest as well as portray mood and continuity to a commercial. Dissolves, Cross fades, and
O Management
Opticals
Montages are all opticals.

Marketing Fine tuning a website or webpage with the ultimate goal being to as-certain a higher position in all or a specific search engine‘s
O Management
Optimization
results.

Marketing
O Management
Opt-In A program where membership is restricted to users who specifically requested to take part

Marketing
O Management
Option A contract that allows the holder to buy or sell a specific stock at a fixed price at or before a stated maturity date.

Marketing A type of program that assumes inclusion unless stated otherwise. The term also refers to the process of removing one's
O Management
Opt-Out
name from a program.

Marketing
O ORCHID One recent child, heavily in debt – a demographic grouping.
Management

Page 201 of 336


Marketing The beginning phase of the order cycle process. Order entry refers to the process of actually entering an order into the seller's
O Management
Order Entry
order processing system.

Marketing A sales representative who likes to go after and 'get' new business. An 'order taker', on the other hand, is a sales
O Management
Order Getter
representative who likes to service existing customers.

Marketing Selling, mostly at the wholesale and retail levels, that involves identifying customer needs, pointing them out to customers, and
O Management
Order processing
completing orders.

Marketing
O Management
Order Register A form or computerized record of orders placed with vendors.

Marketing A sales representative who likes to service existing customers. An order getter, on the other hand, is a sales representative
O Management
Order Taker
who likes to go after and 'get' new business.

Marketing
O Management
Ordinal Scale A measuring system in which the numbers used are monotonically related to the magnitude of the objects being measured.

Marketing Organic A company's expansion by the growth of its activities and ploughing back of profits, rather than by mergers/acquisitions. See
O Management Growth/Development 'mergers/acquisitions'

Page 202 of 336


Marketing Listings that appear on a search engine solely because of merit, applicablility, etc. In other words, listings that are not paid for;
O Management
Organic listings
also called natural listings.

Marketing Organisational
O Management Objectives
These are the goals of the organisation.

Marketing The framework or structure within which people are assigned to positions and their work is completed in a coordinated manner
O Management
Organization
in order to carry out plans and achieve goals.

Marketing A visual representation of an organization‘s structure. It identifies the business unit and portrays each position in relation to
O Management
Organization Chart
others.

Marketing Organizational The management theory and practice relating to how and why people behave as they do within organizational structures and
O Management Behavior how managers can bring about improvements in individual and group performance.

Marketing
O Management
Organized Market A group of traders operating under recognized rules in buying and selling a single commodity or related commodities.

Marketing
O Management
OTH Opportunities To Hear.

Page 203 of 336


Marketing
O Management
OTR Opportunities To Read.

Marketing Opportunities To See is one way of measuring the size of the audience. The number of exposures or opportunities which a
O Management
OTS
particular audience has to see a specific ad. An audience of seven million viewers delivers seven million OTSs.

Marketing The sizes that are either very large or very small and, if offered at all, are offered in very limited depth because of the thin
O Management
Out Sizes
market demand for them.

Marketing
O Management
Out Supplier A firm not currently supplying the company nor currently on its approved vendor list.

Marketing
O Management
Outbound Link Linking from our website to another website

Marketing
O Management
Outdoor advertising Any form of advertising visible in the outdoors, such as billboards, transit cards, and even sky writing by airplanes.

Marketing
O Management
Outlet Store A store specializing in job lots and clearance merchandise.

Page 204 of 336


Marketing
O Management
Outlier An observation so different in magnitude from the rest of the observations that the analyst chooses to treat it as a special case.

Marketing Out-of-home
O Management advertising
Exposure to advertising and mass media away from one's home. Included are outdoor, point-of-purchase, and radio.

Marketing Output Evaluation An objective assessment of sales force performance including number of orders; average size of orders; number of canceled
O Management Measure orders; and number of active, new, lost, overdue, and prospective accounts.

Marketing
O Management
Outsourcing Acquiring inputs from outside vendors for goods and services formerly produced in-house.

Marketing
O Management
Overage The amount by which a physical inventory exceeds book inventory figures.

Marketing A condition in which a buyer has become committed to purchases in excess of planned purchase allotments for a
O Management
Overbought
merchandising period.

Marketing
O Management
Overhead Costs An accounting term that refers to resources covering more than one department or center in an organization.

Page 205 of 336


Marketing
O Management
Overlay An image compositing method where an image is displayed over a background image.

Marketing Additional numbers of a print vehicle that are produced in excess of those needed for distribution. Overruns may take place to
O Management
Overrun
meet unexpected needs or demands.

Marketing The most widely used pay per click search engine. Overture supplies re-sults for some of the most popular search engines and
O Management
Overture
search portals, including Alta-Vista, GO, HotBot, iWon, Lycos, MSN Search and NBC.

Marketing
O Management
Ownership The relation of an owner to the thing possessed; possession with the right to transfer possession to others.

Own-label brands are created and owned by businesses that operate in the distribution channel – often referred to as
Marketing
O Own-label brand ―distributors‖. Often these distributors are retailers, but not exclusively. Sometimes the retailer‘s entire product range will be
Management own-label. However, more often, the distributor will mix own-label and manufactures brands.

Marketing (1) A combination of programs or commercials offered by a network that is available for purchase by advertisers either singly
P Management
Package
or as a discounted package deal. (2) A merchandise enclosure or container.

Marketing
P Management
Package enclosure Same as In-pack premium, above.

Page 206 of 336


Marketing Separate advertising material included in merchandise packages that advertises goods or services; also referred to as
P Management
Package insert
Package Stuffer.

Marketing A product that is usually sold in smaller packages, carries a low unit price, is distributed through food and drug stores, is
P Management
Packaged Good
heavily promoted and consumed frequently.

Marketing
P Management
Packaging The activities of designing and producing the container or wrapper for a product.

Marketing Part of Google's search algorithm, it measures a page's popularity and is calculated in part by analyzing the number of links to
P Management
Page Rank
a page from other sites and factoring in the importance of those pages. The highest rank is a score of 10 out of 10. The high

Marketing A request to load a single HTML page. Indicative of the number of times an ad was potentially seen, or ―gross impressions.‖
P Management
Page View
Page views may overstate ad impressions if users choose to turn off graphics (often done to speed browsing).

Marketing
P Management
Pagejacking Stealing pages from other sites and using them as fodder for search engines.

Marketing A numerical value assigned by Google to indicate a Web page's relevance or importance. Based on a scale of 0-10, it is one of
P Management
PageRank (PR)
many factors that determine a Web site's placement within search engine results pages.

Page 207 of 336


Marketing
P Management
Paid Inclusion A program that enables companies to pay for guaranteed inclusion in a search engine's organic search results.

Marketing A program that enables a company to place an online advertisement in a search engine's sponsored links section in
P Management
Paid Placement
connection with agreed upon keywords.

A freestanding steel or wooden structure, approximately 50' wide by 15' high, with molding around the outer edges similar to a
Marketing
P Management
Painted bulletin poster panel, and including a hand painted copy message. Bulletins are generally found near highways or roofs of buildings in
high traffic areas.

Marketing A platform made out of wood or material, upon which product is stacked to provide a unit load in the transportation and
P Management
Pallet
distribution system.

Marketing This includes regular and illuminated types of outdoor advertising. A regular panel is only seen during the daytime, while an
P Management
Panels
illuminated panel is seen also from dusk until dawn.

Marketing Pan-European
P Management Marketing
A marketing campaign that is aimed at the whole of Europe.

Marketing
P Management
PANSES Politically Active and Not Seeking Employment - a demographic grouping

Page 208 of 336


Marketing Pantone Matching A system that precisely characterizes a color, so that a color can be matched, even by different printers. By knowing the
P Management System (PMS) Pantone color specifications, a printer does not even need to see a sample of the color in order to match it.

Marketing
P Management
Parallel Importing See 'grey marketing'

Marketing
P Management
Parallel Pricing The practice of following the pricing practices of other organizations, particularly competitors.

Marketing A retail outlet that lives on existing traffic flow originating from circumstances other than its own promotional effort, store
P Management
Parasite Store
personality, merchandising effort, or customer service.

Marketing Product categories where the several brands within that category possess functionally equivalent attributes, making one brand
P Management
Parity products
a satisfactory substitute for most other brands in that category.

Marketing Announcements made inside the context of a program as opposed to those shown during station breaks. (2) An
P Management
Participation
announcement or amount of broadcasting time which is shared by several advertisers.

Marketing A direct selling approach that involves demonstrating and selling products to a group of consumers attending a party at a
P Management
Party Selling
neighbor's or friend's house.

Page 209 of 336


Marketing A public relations strategy designed to move past government policy makers, public interest groups, and other special interest
P Management
Pass Strategy
gatekeepers in order to communicate directly with the public.

Marketing A technique used by salespeople to respond to a prospect objections by letting the prospect talk, acknowledging that the
P Management
Pass Up Method
concern was heard, and then moving on to another topic without trying to resolve the concern.

Marketing A seller's offer in which an item of value such as a price reduction, gift, premium, coupon, etc., is offered to the intermediary
P Management
Pass-Along Deal
channel member with the intent that the incentive be re-offered to others in the channel.

Marketing A reader which becomes familiar with a publication without the purchase of a publication. These readers are taken into account
P Management
Pass-along readers
when calculating the total number of readers of a publication.

Marketing
P Management
Pasteup Preparation of type and illustrations, sometimes pasted, on flats or boards for photomechanical reproduction.

Marketing
P Management
Patent A patent legally protects a product against being duplicated by anyone other than the patent holder for a fixed time period.

Marketing
P Management
Patronage Motives The motives that drive an individual/user toward selection of a particular outlet, retailer, or supplier of services.

Page 210 of 336


Marketing Pay Per Click An online advertising payment model under which advertisers pay agencies and/or media companies based on how many
P Management (PPC) users clicked on an online ad.

Marketing The amount of time, usually in years, from the point of full scale market introduction of a new product until it has recovered its
P Management
Payback
development and marketing costs.

Marketing
P Management
Pay-For-Inclusion This is where a site must pay to be listed.

Marketing Payment By Results
P Management (PBR)
Remuneration of an employee or service provider according to productivity or other measure of performance

Marketing
P Management
Payment Threshold The minimum accumulated commission an affiliate must earn to trigger payment from an affiliate program.

Marketing Approach to advertising budgeting in which the dollars spent to advertise are represented as an investment toward sales and
P Management
Payout planning
profits.

Marketing
P Management
Pay-Per-Click An online advertising payment model in which payment is based solely on qualifying click-throughs

Page 211 of 336


Marketing
P Management
Pay-Per-Sale An online advertising payment model in which payment is based solely based on qualifying sales.

Technique of encouraging customers to promote your product to one another, particularly on the Internet. An example might be
Marketing Peer to Peer (P2P)
a web site that offers users a discount on products in return for recruiting new customers for the site. See also 'word of mouth';
'viral marketing'.

Marketing Political, Economic, Environmental, Socio-cultural and Technological - a framework for viewing the macro environment. See
P Management
PEEST
'macro-environment'

Marketing
P Management
Penetrated Market Actual set of users actually consuming the product/service.

Marketing Penetration Price A pricing policy that sets a low initial price for an item in an attempt to increase market share. The price is later revised once
P Management Policy sufficient share is gained.

Marketing Penetration pricing involves the setting of lower, rather than higher prices in order to achieve a large, if not dominant market
P Management
Penetration pricing
share.

Marketing A marketing strategy based on low prices and extensive advertising to increase a product's market share. For penetration
P Management
Penetration strategy
strategy to be effective the market will have to be large enough for the seller to be able to sustain low profit margins.

Page 212 of 336


Marketing The per capita income for a group of people may be defined as their total personal income, divided by the number of people.
P Management
Per Capita Income
Per capita income is usually reported in units of currency per year.

Marketing An agreement between a media representative and an advertiser in which all advertising fees are paid based on a percentage
P Management
Per inquiry
of all money received from an advertiser's sales or inquires.

Marketing
P Management
Perceived risk A functional or psychosocial risk a consumer feels he/she is taking when purchasing a product.

Marketing Perceived Value
P Management Pricing
A method of pricing in which the seller attempts to set a price at the level that intended buyers value the product.

Marketing Percentage-of-sales
P Management method
Allocating funds for promotion during a given time period based on a specified percentage of either past or forecasted sales.

Marketing
P Management
Perception Awareness of the effects of single or multiple sensory stimuli .

Marketing A market model that assumes pure competition, perfect knowledge, perfect freedom of movement, and perfect substitutability
P Management
Perfect Competition
of production factors.

Page 213 of 336


Marketing Performance Specific requirements set that must be attained in order to receive some type of benefit (continued employment, monetary
P Management Objectives compensation, etc.)

Marketing A performance measurement and management framework. It addresses all of an organisation‘s stakeholders - principally
P Management
Performance Prism
investors, customers, intermediaries, employees, suppliers, regulators and communities.

Marketing A session in which a manager provides an employee candid analysis of his work related performance over a given period of
P Management
Performance Review
time.

Marketing
P Management
Permission Marketing A type of marketing that is focused on getting customer's consent to receive information from a given company or business.

Marketing Data related to a living individual who can be identified from the information; includes any expression of opinion about the
P Management
Personal Data
individual.

Marketing
P Management
Personal Influence The affect that one individual has upon another during face-to-face interactions.

Marketing A direct, face-to-face conversation between a representative of an organization (the interviewer) and a respondent
P Management
Personal Interview
(interviewee).

Page 214 of 336


Marketing Interpersonal communication, often face to face, between a sales representative and an individual or group, usually with the
P Management
Personal selling
objective of making a sale.

Marketing
P Management
Personality The collection of emotion, thought, and behavior patterns unique to a person..

Marketing
P Management
Personalize To add a name or other personal information about the recipient on direct mail advertising.

Marketing Persons using A percentage of all persons in a certain viewing area that are viewing television during a specific amount of time. Used by A.C.
P Management television (PUT) Nielson.

Marketing Persons viewing
P Management television (PVT)
Same meaning as above, except this term is used by Arbitron.

Marketing
P Management
Persuasion The type of speaking or writing that is intended to make its audience adopt a certain opinion or pursue an action or do both.

Marketing The process used by advertising to influence audience or prospect attitudes, especially purchase intent and product perception
P Management
Persuasion process
by appealing to reason or emotion.

Page 215 of 336


Marketing Political, Economic, Socio-cultural and Technological - a framework for viewing the macro environment. See also 'macro-
P Management
PEST
environment'

Marketing
P Management
Pester Power The influence children have over purchases by adults: an influence which, controversially, advertisers may seek to stimulate

Marketing Political, Economic, Socio-cultural, Technological, Legal and Environmental - a framework for viewing the macro environment.
P Management
PESTLE
See 'macro-environment'

Marketing
P Management
Phantom An illustration showing the exterior of an object as if it were transparent, while revealing interior detailing.

Marketing
P Management
Philanthropy Voluntary promotion of human welfare

Marketing
P Management
Photoanimation A process of creating animation through the use of still photographs.

Marketing A set of still photographs made from a television commercial, accompanied with a script, to be kept as records by an agency or
P Management
Photoboards
client.

Page 216 of 336


Marketing A method of setting type by using negatives of the characters of film or photographic paper rather than metal type slugs, also
P Management
Photocomposition
referred to as Cold type.

Marketing (1) The process of making letterpress printing plates by photochemical means. (2) A picture printed from a plate made by this
P Management
Photoengraving
process.

Marketing
P Management
Photoplatemaking A process which converts original art material into printing plates that are required to print ads.

Marketing
P Management
Photostat A type of high contrast photographic negative or positive in the form of paper. Also referred to as Stat.

Marketing A concept or approach to managing finished goods inventory that typically includes transportation, warehousing, inventory, and
P Management
Physical Distribution
order processing functions.

The elements of 'marketing mix' which customers can actually see or experience when they use a service, and which
Marketing
P Management
Physical Evidence contribute to the perceived quality of the service, e.g. the physical evidence of a retail bank could include the state of the
branch premises, as well as the delivery of the banking service itself.

Marketing The determination of inventory quantity by actual count. Physical inventories can be taken on a continuous, periodic, or annual
P Management
Physical Inventory
basis.

Page 217 of 336


Marketing (1) A unit of measurement for type specification and printing which measures width; 6 picas to one inch. (2) A size of type, 12
P Management
Pica
points.

Marketing
P Management
Picture window An ad layout in which the picture is placed at the top of the page, and the copy is placed below.

Marketing Piecemeal
P Management Processing
A cognitive process in which an individual considers each piece of information separately in order to arrive at a conclusion.

Marketing (1) A direct mail offer that is included free with another offer. (2) Two commercials which are shown back-to-back by the same
P Management
Piggyback
sponsor.

Marketing
P Management
Pilferage The stealing of a store's merchandise.

Marketing Profit Impact of Marketing Strategies: a US database supplying data such as environment, strategy, competition and internal
P Management
PIMS
data with respect to 3000 business. This data can be used for benchmarking purposes.

Marketing
P Management
Pioneer Selling Offering for sale a new and different product, service, or idea.

Page 218 of 336


Marketing A nonspecific period early in the life cycle of a new type of product during which the individuals are trying to build primary
P Management
Pioneering Stage
demand for a product type versus particular brands.

Marketing
P Management
Pipeline Identification of prospects who have some likelihood of converting into customers.

Marketing
P Management
Pipeline Report Documentation of the prospects who have been engaged in sales dialogue with some opportunity of conversion to customers.

Marketing The process of getting a product from the place it was manufactured into the hands of consumers in the right location at the
P Management
Place
right time.

Marketing
P Management
Place Marketing Marketing efforts to attract people and organizations to a particular geographic area.

Marketing
P Management
Place Utility The increased usefulness created by making a product available at the place consumers want.

Marketing
P Management
Planned Economy A financial system in which a governmental authority decides what, when, and how much is to be produced and distributed.

Page 219 of 336


Marketing Planned
P Management Obsolescence
A product strategy that seeks new products that will make prior products obsolete.

Marketing The process of anticipating future events and conditions and determining the courses of action necessary to achieve
P Management
Planning
organizational objectives.

Marketing A visual diagram showing the physical allocation of product display space within a product grouping that is used for
P Management
Planogram
standardizing the presentation of merchandise.

Marketing A technique used in studies employing telephone interviews in which a single randomly determined digit is added to numbers
P Management
Plus-One Dialing
selected from the telephone directory.

Marketing Term used to define the broadcasting of multimedia files to iPods or other similar devices. Subscribers are able to view or
P Management
Podcast/Podcasting
listen to podcasts online.

Marketing (1) A small unit of measurement for type, equal to 1/72 of an inch. (2) A small unit for measuring the thickness of paper,
P Management
Point
equaling 0.001 inch.

Marketing Point of Diminishing A yield rate that after a certain point fails to increase proportionately to additional outlays of capital or investments of time and
P Management Return labor.

Page 220 of 336


Marketing
P Management
Point Size The unit of measure of printing type. Also called font size. The height of a printed character specified in points.

Marketing point-of-purchase (P- Signs, displays, and other techniques of attracting attention and promoting products at their location of sale. In-store
P Management O-P) advertising advertising designed to sell more and different products to shoppers once they are in the store.

Marketing Point-of-Purchase Advertising display material located at the retail store, usually placed in an area where payment is made, such as a check-out
P Management (POP) displays counter.

Marketing
P Management
Point-Of-Sale The physical location at which goods are sold to customers.

Marketing
P Management
Point-Of-Sale Display Merchandising display material provided by manufacturers or distributors to retailers in order to promote particular products.

Marketing
P Management
Policy Adjustment An exception to the usual complaint adjustment policy that is made for the purpose of retaining the customer's goodwill.

Marketing
P Management
Political Marketing Promotional activities designed to influence target audiences to vote for a particular person, party, or proposition.

Page 221 of 336


Marketing Polycentric
P Management Orientation
The unconscious bias or belief that it is necessary to adopt local culture and practices.

Marketing A group of advertisements or commercials for a product or service that an advertiser has ready for use as part of an
P Management
Pool
advertising campaign.

Marketing
P Management
Pooled Buying The practice of independent merchants informally gathering their orders to gain preferential terms.

Marketing
P Management
Pool-Out A commercial written in a fashion similar to an earlier commercial in an advertising campaign.

Marketing
P Management
Popularity One of several criteria used by search engines to determine ranking in search results.

Marketing
P Management
Population A group of individuals or items that share one or more characteristics from which data can be gathered and analyzed.

Marketing
P Pop-under Automatically launched internet advertisement that appears in a small window behind another webpage. See ‗Pop-up'.
Management

Page 222 of 336


Marketing An online advertisement that displays in a new browser window behind the current browser window and is seen when an
P Management
Pop-Under Ad
individual closes his/her current browser window.

Marketing
P Pop-up Automatically launched internet advertisement that appears in a small window in front of another webpage. See ‗Pop-under'.
Management

Marketing
P Management
Pop-Up Ad An online advertisement that displays in a new browser window without an overt action by the web site user.

A marketing term used to describe a Web site that is or is intended to be the first place people see when using the Web.
Marketing
P Portal Typically a ‗Portal site‘ has a catalogue of web sites, a search engine, or both. A Portal site may also offer email and other
Management service

Marketing Porter‘s Five Forces An analytic model developed by Michael E. Porter. The five forces in terms of which the model analyses businesses and
P Management Model industries are: Buyers, Suppliers, Substitutes, New Entrants and Rivals.

The set of products or services which a company decides to develop and market. Portfolio analysis is the process of
Marketing Portfolio (and
P Management Portfolio Analysis)
comparing the contents of the portfolio to see which products or services are the most promising and deserving of further
investment, and which should be discontinued.

Marketing
P Management
Portfolio planning Portfolio planning is the process of managing groups of brands and product lines.

Page 223 of 336


Point Of Sale (also known in the US as Point Of Purchase); whether it is a tailored display rack, dump bin, bobble card, bottle
Marketing collar or something more inventive, Point Of Sale materials offer a last chance to grab a customer. Who knows what goes
P Management
POS - Point Of Sale
through a customer's mind during the last 30 seconds before a purchase? We do know it can be influenced by a clever piece
of POS.

Marketing
P Management
Position Description A written description that helps the incumbent of a position know what is expected of him or her in a given role.

Marketing
P Management
Positioning Positioning is how a product appears in relation to other products in the market.

Marketing A creative advertising strategy in which an advertiser implants in the consumer‘s mind a clear understanding of what the brand
P Management
Positioning strategy
is and how it compares to competitive offerings.

Marketing
P Management
Positive A photographic image which appears as the original image, as opposed to a negative which reverses the black and white.

Marketing
P Management
Possession Utility The increased usefulness created by promotion through making it possible for a consumer to own, use, or consume a product.

Marketing A comparison of the actual advertising schedule to the original expectations of the schedule as purchased, actual audience
P Management
Post Buy Analysis
achieved as measured by audience ratings services, and conformity to standard industry practices.

Page 224 of 336


Marketing Often referred to as the PX, a retail store operated by the armed forces primarily for the convenience of military base personnel
P Management
Post Exchange
and their families.

Marketing
P Management
Post Testing The testing of advertising effectiveness after the audience is exposed to an advertising message.

Marketing
P Management
POSTAR Poster Audience Research - the UK Outdoor advertising industry audience measurement organisation.

A postcard or post card is a typically rectangular piece of thick paper or thin cardboard intended for writing and mailing without
Marketing
P Management
Postcards an envelope and at a lower rate than a letter. It is distinguished by stamp collectors from a postal card in that the postage is pre-
printed on the latter, whereas a postcard requires a stamp.

Marketing An outdoor billboard in which advertising is displayed on printed paper sheets rather than being painted. The most widely used
P Management
Poster panel
form of outdoor advertising; standard size approximately 25' x 12' with the image printed on sections of 24 to 30 sheets.

A Poster is any large piece of paper which hangs from a wall or other such surface. They are a frequent tool of advertisers,
Marketing
P Management
Posters propagandists, protestors and other groups trying to communicate a message, and they also see personal use by people,
especially the young, who wish to decorate in a relatively low-cost manner.

Marketing A concept referring to the next stage in our societal evolution in which the production of knowledge will be the major activity
P Management
Postindustrial Society
and most employment opportunities will be in the services sector.

Page 225 of 336


Marketing A method used by salespeople to respond to prospect objections by asking permission to address the prospect's concerns at a
P Management
Postpone Method
later time.

Marketing This concept holds that changes in the form and identity of a product and inventory location should be moved to the latest
P Management
Postponement
possible point in the marketing process for purposes of reducing marketing costs.

Marketing
P Management
Posttesting Testing the effects of an ad after it has appeared in the media.

Marketing
P Management
Potential Market Set of users who profess some level of interest in a designed market offer.

Potential Rating
Marketing A database combining Census data, nationwide consumer surveys, and cross-country interviews with individuals into a geo-
P Management
Index for Zip Markets
demographic segmentation system.
(PRIZM)

Marketing A measure of unrealized opportunity comprised of how much of a customer's share-of-wallet is going to competitors and
P Management
Potential Value
spending potential yet to be realized.

Marketing The poverty line is the level of income below which one cannot afford to purchase all the resources one requires to live. People
P Management
Poverty Level
who have an income below the poverty line have no discretionary disposable income, by definition.

Page 226 of 336


Marketing An approach measure validation based on the usefulness of the measuring instrument as a predictor of some other
P Management
Pragmatic Validity
characteristic or behavior of an individual.

Marketing
P Management
Pre-Approach The activities preceding a sales call which often include prospecting, collecting information, and planning the presentation.

Marketing The practice of selectively pricing a product below that of competition in order to take market share, while pricing the product
P Management
Predatory Pricing
higher in markets where competition does not exist or is less prevalent.

Marketing
P Management
Predictive Validity Refers to empirical evidence that a scale has predictive power over the unobservable construct that it is intended to measure.

Marketing A usually discounted rate for commercial time which is sold to an advertiser and is not guaranteed. Time may be sold to
P Management
Preemptible rate
another advertiser who is willing to pay more; therefore, the advertiser buying this rate gambles to save money on the spot.

Pre-emptive pricing is a strategy involves setting low prices in order to discourage or deter potential new entrants to the
Marketing
P Management
Pre-emptive pricing suppliers market. It is especially suited to markets in which the supplier does not hold a patent, or other market privilege and
entry to the market is relatively straightforward.

Marketing
P Management
Preference The selecting of someone or something over another or others.

Page 227 of 336


Marketing
P Management
Preferential Tariff A reduced tariff rate applied to imports from certain countries.

Marketing A position in a printed publication that is thought to attract most reader attention and is sold at a higher rate; for example, the
P Management
Preferred position
back cover of a magazine.

Marketing An item, other than the product itself, which is offered free or at a nominal price as an incentive to purchase the advertised
P Management
Premium
product or service.

Marketing
P Management
Premium Price A higher price paid for an item of better quality or perceived value.

Marketing
P Management
Prepaid Rate A transportation charge that is paid prior to a shipment being delivered, usually by the shipper or seller.

Marketing A reproduction of an advertisement which is viewed before actual publication and is created by an advertiser for special
P Management
Preprint
purposes, e.g., to serve as retail displays or to gain support from retailers.

Marketing
P Management
Pre-retailing The practice of determining prices and placing them on a copy of the purchase order at the time that goods are bought.

Page 228 of 336


Marketing Press Clipping An organization that monitors a wide range of media sources (newspapers, magazines, television and radio talk shows and
P Management Bureau newscasts) in order to collect and log mentions of the publicist's product, service, or organization.

Marketing
P Management
Press Conference The convening of media representatives by a person or organization to explain, announce, or expand on a particular subject.

A Press Kit is a packaged set of promotional materials of a person or persons represented for promotional use. The kit will
Marketing usually include a cd or demo along with reviews, photos, and background information on the person, band or group and is
P Management
Press kit
distributed among media sources, i.e., radio stations for publicity reasons. They are often distributed to announce a release or
for a news conference.

A news release or press release is a written or recorded communication directed at members of the news media for the
Marketing purpose of announcing something claimed as having news value. Typically, it is mailed or faxed to assignment editors at
P Management
Press release
newspapers, magazines, radio stations, television stations, and/or television networks. Commercial newswire services are also
used to distribute news releases. Sometimes news releases are sent for the purpose of announcing news conferences.

Prestige pricing refers to the practice of setting a high price for an product, throughout its entire life cycle – as opposed to the
Marketing
P Prestige pricing short term ‗opportunistic‘, high price of price ‗skimming‘. This is done in order to evoke perceptions of quality and prestige with
Management the product or service.

Marketing
P Management
Pretest The use of a questionnaire or observation form in a small pilot study to determine how well a questionnaire works.

Marketing
P Management
Pretesting Testing an advertisement on an audience sample prior to placing the ad in the media.

Page 229 of 336


Marketing The amount of money which is required in exchange for a product/service. Product Anything capable of satisfying a want, need
P Management
Price
or desire.

Marketing The degree to which buyers are knowledgeable of the prices of alternative products and services that they may be interested in
P Management
Price Awareness
buying.

Marketing
P Management
Price Bundling The practice of offering two or more products or services for sale at one price.

Marketing
P Management
Price Code A symbol placed on a price ticket to indicate the price of an item.

Marketing
P Management
Price Competition The rivalry among firms seeking to attract customers on the basis of price, rather than other marketing factors.

Marketing
P Management
Price Consciousness The degree to which buyers are sensitive to differences in price between alternative choices.

Marketing
P Management
Price Control A legal limitation placed on market prices or price increases by a government.

Page 230 of 336


Marketing
P Management
Price Cutting The practice of reducing the prices of established products or services.

Marketing Price discrimination occurs when a firm charges a different price to different groups of consumers for an identical good or
P Management
Price discrimination
service, for reasons not associated with costs.

Marketing Price elasticity of Price elasticity of demand measures the responsiveness of a change in demand for a product following a change in its own
P Management demand price.

Marketing
P Management
Price Fixing The practice of two or more sellers agreeing on the price to charge for similar products or services.

Marketing
P Management
Price Guarantee The practice of vendors offering their customers guarantees against price declines.

Marketing In competitive situations, the seller who normally initiates price changes in the market, and whose pricing change is quickly
P Management
Price Leader
followed by competitors.

Marketing
P Management
Price Lining The offering of merchandise at a number of specific but predetermined prices.

Page 231 of 336


Marketing
P Management
Price Off A stated reduction in the price of a product usually offered by the manufacturer and printed directly on the product package.

Marketing The advertising of a price for a product or service. Usually, the price being promoted is a reduction from a previously
P Management
Price Promotion
established price and may take the form of a lower price, a coupon to be redeemed, or rebate.

Marketing
P Management
Price sensitivity Price sensitivity is the effect a change in price will have on customers.

Marketing Price skimming involves charging a relatively high price for a short time where a new, innovative, or much-improved product is
P Management
Price skimming
launched onto a market.

Marketing A framework for the time and conditions of payment, the nature of discounts to be allowed the buyer, and where and when title
P Management
Price Structure
is to be taken by the buyer.

Marketing
P Management
Price Thresholds The lowest and highest prices that buyers are willing to pay for a particular good or service.

Marketing
P Management
Price Transparency The ability of all parties involved in a transaction to see the market price of the selling item.

Page 232 of 336


Marketing
P Management
Primary Advertising An approach to an advertising message that emphasizes the basic attributes of the product category.

Data collected by the researcher specifically for the research project. Data is collected directly from people and organisations
Marketing
P Management
Primary data via questionnaires or surveys before being analysed to reach conclusions concerning the issues covered in the questionnaire
or survey.

Marketing
P Management
Primary demand Demand for a type of product instead of a specific company's product or brand.

Marketing Primary demand
P Management advertising
Advertising designed for the generic product category, as opposed to selective demand advertising.

Marketing Primary Metropolitan A geography of at least one million people that includes a large urbanized county or a group of counties that have strong
P Management Statistical Area economic and social ties to neighboring communities.

Marketing Primary research Primary market data is data collected specifically for the market research project and obtained directly from the relevant
P Management data source.

Prime time is the block of programming on television during the middle of the evening. In the United States, television networks
Marketing broadcast their prime time programming in two blocks: One for the Eastern, Central, and Mountain time zones, and one for the
P Management
Prime time
Pacific, Alaskan, and Hawaiian time zones. The generally accepted times considered to be traditional prime time are 8:00pm to
11:00pm Eastern and Pacific and 7:00pm to 10:00pm Central and Mountain Monday–Saturday.

Page 233 of 336


Marketing
P Management
Principal A person or firm who empowers another person or firm to act as a representative or agent.

Marketing
P Management
Print media Print media includes newspapers, magazines, and the like.

Marketing A written document from a company that defines the intended use for customer data, including names, contact information,
P Management
Privacy Policy
transactional data, etc.

Marketing Product brand owned by a retailer, wholesaler, dealer, or merchant, as opposed to a manufacturer or producer, and bearing it's
P Management
Private brand
own company name or another name it owns exclusively. Also referred to as Private label.

Marketing The private sector of a nation's economy consists of those entities which are not controlled by the state - i.e., a variety of
P Management
Private Sector
entities such as private firms and companies, corporations, private banks, non-governmental organizations, etc.

Marketing
P Management
Proactive An approach which seeks to anticipate events and plan accordingly.

Marketing
P Management
Proactive Pricing The managerial practice of deliberately analyzing the factors that influence price before setting prices.

Page 234 of 336


Marketing A sample chosen in such a manner that the probabilities of including the selected units in the sample are known, and all
P Management
Probability Sample
population units have a positive probability of selection.

Marketing
P Management
Probe A question or verbal expression made by a salesperson to elicit information from a potential customer.

Marketing A probabilistic model for representing the brand choice behavior of individuals. On any choice occasion the individual is
P Management
Probit Model
assumed to choose the item for which he or she has the highest preference.

Marketing Problem/Need The first stage in the buying process where the potential customer recognises that a problem or a need can be met by buying a
P Management recognition product or a service.

Marketing
P Management
Processed Materials Manufactured materials that have been partially processed before reaching an ultimate producer.

Marketing The function in the material acquisition cycle from the time an item is requisitioned until it is delivered. It includes responsibility
P Management
Procurement
for selection of vendor, negotiation of price, and assurance of quality and delivery, transportation, receiving, inspec

Marketing A monthly price index of about 2,800 commodities prepared by the U.S. Bureau of Labor Statistics, formerly known as the
P Management
Producer Price Index
wholesale price index.

Page 235 of 336


In marketing, a product is anything that can be offered to a market that might satisfy a want or need. However it is much more
Marketing
P Management
Product than just a physical object. It is the complete bundle of benefits or satisfactions that buyers perceive they will obtain if they
purchase the product. It is the sum of all physical, psychological, symbolic, and service attributes.

Marketing
P Management
Product Adaptation The strategy of developing new products by modifying or improving on the product innovations of others.

The sequence of stages that individuals and firms go through in the process of accepting new products. The stages vary
Marketing Product Adoption
P Management Process
greatly in usage, but tend to include; awareness, information gathering, developing a favorable attitude, trial, experiencing
satisfacti

Marketing
P Management
Product advertising The type of advertising that promotes goods and services.

Marketing
P Management
Product Approach A method used by salespeople in which they demonstrate product features and benefits while walking directly up to prospects.

Marketing The collection of products that comprise the offering of a given seller. Such product collections may include items, families, or
P Management
Product Assortment
lines.

Marketing The characteristics by which products are identified and differentiated, usually in the form of features, functions, benefits, and
P Management
Product Attributes
uses.

Page 236 of 336


Marketing
P Management
Product Champion A person who takes an inordinate interest in seeing that a particular process or product is fully developed and marketed.

Marketing
P Management
Product class Product class is a broad category of product such as cars, washing machines, newspapers.

Marketing A verbal or pictorial version of a proposed new product. The concept consists of one or more benefits it will yield, its general
P Management
Product Concept
form, and the technology used to achieve the form.

Marketing The overall process of strategy, organization, concept generation, product and marketing plan creation and evaluation, and
P Management
Product Development
commercialization of a new product.

Marketing Product
P Management differentiation
Developing unique product differences with the intent to influence demand.

Marketing
P Management
Product Evolution The gradual change in a product, as it is modified by its seller, to keep it competitive or to permit expansion into new markets.

Marketing Within a product class, there are different forms that the product can take. For example, people carriers or two-seater sports
P Management
Product form
cars are product forms within the motor cars product class.

Page 237 of 336


Marketing A product group (or product line) is a group of brands that are closely related in terms of their functions and the benefits they
P Management
Product group
provide.

Marketing The act of creating a new product or process that includes invention as well as the work required to bring an idea or concept
P Management
Product Innovation
into completed form.

Marketing
P Management
Product Introduction The first stage of the product life cycle, during which the new item is announced to the market and offered for sale.

Marketing
P Management
Product Launch The release of a new product or service into the market place is usually supported by a range of promotional activities.

Marketing Product liability is concerned with injuries caused by products that are defectively manufactured, processed, or distributed.
P Management
Product Liability
Liability for such injuries attaches to all members of the distributive chain from manufacturers to retailers.

Marketing A marketing theory in which products or brands follow a sequence of stages including introduction, growth, maturity, and sales
P Management
Product life cycle
decline.

Marketing A product line is a string of products grouped together for marketing or technical reasons. E.g. Guinness started as a single
P Management
Product Line
product company. Since then Guinness have extended the product line to fill market needs as they emerged.

Page 238 of 336


Marketing
P Management
Product management Assigning specific products or brands to be managed by single managers within an advertising agency.

Marketing This manager is responsible for the planning, coordination, and monitoring of performance of a product in a multi-product
P Management
Product Manager
company or division.

Marketing
P Management
Product map A product map defines the market in terms of the way buyers perceive key characteristics of competing products.

The full range of products on offer. The number of individual products produced or sold by an organization. The mix is defined
Marketing
P Management
Product Mix by the industry and manufacturing environment, and management strategies that position the company as a specialty, niche or
broad-based supplier of goods and services.

Product placement is a promotional tactic used by marketers in which characters in a fictional play, movie, television series, or
Marketing
P Management
Product placement book use a real commercial product. Typically either the product and logo is shown or favourable qualities of the product are
mentioned. The product price is not mentioned nor are any negative features or comparisons to similar products.

Marketing A term of many meanings, but generally it is used to designate a staff position charged with the task of managing product
P Management
Product Planning
innovation.

Marketing A product‘s position represents how it is perceived relative to the competition on the determinant attributes desired by each
P Management
Product Positioning
segment.

Page 239 of 336


Marketing The ability of a product to perform its functions (―fit for purpose‖). Quality is a function of several factors including reliability and
P Management
Product quality
ease of use.

Marketing A document that defines the precise content and format of a specific product. It may contain technical requirements, special
P Management
Product Specification
relationships between components, and so forth.

Marketing Product
P Management Transformation
This occurs when the same physical product ends up serving a different function than what was originally intended.

Marketing
P Management
Production Process of physically preparing the advertising idea into a print or broadcast advertisement.

Marketing
P Management
Production Cost The cost of producing a print ad, radio commercial, television commercial, or other advertising materials.

Marketing A time period in the United States during which firms emphasized manufacturing and producing products, usually at the
P Management
Production Era
expense of marketing strategy.

Marketing
P Management
Production Function Specifies the maximum output that can be produced from any given amount of inputs.

Page 240 of 336


Marketing Production
P Management Orientation
A business philosophy that emphasizes the output of products, usually at the expense of marketing strategy.

Marketing
P Management
Productivity A measure of the economic output per unit of input of some resource.

Marketing Product-related
P Management segmentation
A method of identifying consumers by the amount of product usage, usually categorized demographically or psychographically.

Marketing Professional Advertising directed toward professionals such as doctors, dentists, and pharmacists, etc., who are in a position to promote
P Management advertising products to their patients or customers.

Marketing A reduction in price for a product or service granted to people in a specified professional field, especially those who are users
P Management
Professional Discount
of products in that field.

Marketing Professional CIM's grid of marketing competencies required to achieve business aims. CIM's new syllabus structure is mapped out against
P Management Marketing Standards each marketing level as identified in the grid.

Marketing The services of individuals or companies that are accredited by professional bodies, such as accountants, lawyers and
P Management
Professional Services
chartered marketers. See also 'Chartered Marketers'

Page 241 of 336


Marketing Professional Services
The marketing of advisory services offered by licensed or accredited individuals or organizations.

Marketing
P Management
Profit The excess of revenues over outlays in a given period of time.

Marketing
P Management
Profiteering The taking advantage of a situation, often a dire circumstance, to charge exorbitant prices and realize excessive profits.

Marketing
P Management
Profits The excess of total revenues over total costs in a given time period.

Marketing Program delivery
P Management (rate)
Percentage of a sample group of people tuned in to a particular program at a particular time.

Marketing Progressive proofs Set of proofs made during the four-color printing process which shows each color plate separately and in combination. Also
P Management (Progs) referred to as Color proofs.

Marketing A unit of activity in the product development process that usually deals with creating and marketing a new product. A project
P Management
Project
involves a cross-functional group of people, tightly or loosely organized, dedicated to the new product assignment that created t

Page 242 of 336


Marketing A prediction made by extrapolating from past observations. In psychology, it is a mode of coping with these perceived
P Management
Projection
undesirable feelings.

Marketing
P Promotion One of the four ―P‘s‖ of the marketing mix. Promotion is all about businesses communicating with customers.
Management

Marketing The various communication techniques such as advertising, personal selling, sales promotion, and public relations, available to
P Management
Promotion Mix
a marketer that are combined to achieve specific goals.

Marketing Models to estimate the effect of a promotion based on market response functions, or a combination of empirical data
P Management
Promotion Models
combined with subjective judgment.

Marketing The use of persuasive communication techniques such as advertising, personal selling, sales promotion, and public relations
P Management
Promotion
to enhance the visibility and marketplace acceptance of a product, service or company.

Marketing Promotional A stipend given by vendors to retailers to compensate for money spent in advertising a particular item in local media, or for
P Management Allowance preferred window and interior display space used for the vendor's product.

Marketing Promotional The combination of various advertising, public relations, sales promotion, and personal selling activities used by a marketer to
P Management Campaign achieve predetermined goals within a given timeframe.

Page 243 of 336


Marketing The promotional mix consists of a blend of five main kinds of promotional tools: advertising; direct marketing; personal selling;
P Management
Promotional mix
sales promotion and public relations.

Marketing The collection of sales promotion materials and offers developed by a seller to influence retailers, wholesalers, or salespeople
P Management
Promotional Package
to support a particular promotional theme.

Marketing Detailed plan describing promotional objectives and activities involved in achieving the role of promotions as laid down in the
P Management
Promotional Plan
marketing plan.

Marketing
P Management
Promotional product A product imprinted with, or otherwise carrying, a logo or promotional message. Also called an Advertising Specialty.

Marketing Promotional The plan for all promotional activity over a certain time period. Including objectives, costs, revenues, promotional tools,
P Management Programme evaluation etc.

Marketing A retailer's stock of goods offered at an unusually attractive price in order to obtain some volume of trade. It generally
P Management
Promotional Stock
represents special purchases from vendors.

Marketing An impression on paper of type, an engraving or the like, for the purpose of checking the correctness and quality of the
P Management
Proof
material to be printed.

Page 244 of 336


Marketing Some element of a product or package such as the barcode, label, etc., that is used as evidence that the consumer has
P Management
Proof-Of-Purchase
purchased the product.

Marketing The ideas, information, or other material commonly disseminated through the media in an effort to win people over to a given
P Management
Propaganda
point of view.

Marketing
P Management
Proprietary The private or exclusive ownership of such things as a process, design, or patent that competitors cannot duplicate.

Marketing A potential qualified customer who has the willingness, financial capacity, authority, and eligibility to buy the salesperson's
P Management
Prospect
offering.

Marketing
P Management
Prospecting The process of identifying and qualifying potential customers.

Marketing A phase of the business cycle characterized by high-level production, increased demand for capital goods, and a tendency
P Management
Prosperity
toward full employment.

Marketing
P Management
Protectionism The use of legal controls to protect domestic businesses and industries from foreign competition.

Page 245 of 336


Marketing
P Management
Prototype An original, full-scale, and usually working model of a new product or new version of an existing product.

Marketing
P Management
Pruning Decision The act of deciding which products to delete from a given product line.

Marketing
P Management
P's See 'marketing mix'

Marketing
P Management
PSA Refers to public service announcement.

Marketing Psychoanalytic
P Management Theory
A psychological theory developed by Sigmund Freud that emphasizes unconscious motivation.

Marketing A science of population statistics relating to psychological variables such as attitudes, beliefs, opinions etc. Used in
P Management
Psychographic
segmentation.

Marketing Psychographic A technique that investigates how people live, what interests them, what they like--also called lifestlye analysis or AIO because
P Management Analysis it relies on a number of statements about a person's activities, interests and opinions.

Page 246 of 336


Marketing Psychographic Psychographic (or ―lifestyle‖) segmentation seeks to classify people accordingly to their values, opinions, personality
P Management segmentation characteristics and interests.

Marketing Those drives that are not based on the basic biological needs of the individual but rather are social in origin (ex: need for self
P Management
Psychological Drives
actualization, status, belongingness, etc.).

Marketing Psychological
P Management segmentation
The separation of consumers into psychological characteristic categories on the basis of standardized tests.

A management function concerned with the relationship between the organization and its external environment, and involving
Marketing
P Management
Public Affairs the key tasks of intelligence gathering and analysis, internal communication, and external action programs directed at
government, c

Marketing
P Management
Public Domain The status of works on which copyrights have expired or do not exist, or which do not have any copyright protection.

Marketing
P Management
Public Market A wholesale or retail market primarily for foodstuffs, supervised or administered by a municipality that rents space to vendors.

Marketing
P Management
Public Opinion Public opinion is the aggregate of individual attitudes or beliefs held by the adult population.

Page 247 of 336


Marketing
P Management
Public Policy A course of action pursued by the government pertaining to people as a whole on which laws rest.

Marketing Communication with various sectors of the public to influence their attitudes and opinions in the interest of promoting a person,
P Management
Public relations (PR)
product, or idea.

Marketing Public relations Advertising by a corporation that focuses on public interest but maintains a relationship to the corporation's products or
P Management advertising agencies.

Marketing The public sector is that part of economic and administrative life that deals with the delivery of goods and services by and for
P Management
Public Sector
the government, whether national, regional or local/municipal.

Marketing Public service Advertising with a central focus on public welfare, and is generally sponsored by a non-profit institution, civic group, religious
P Management advertising (PSA) organization, trade association, or political group.

Marketing Public Service A public service announcement (PSA) or community service announcement (CSA) is a non-commercial
P Management Announcement (PSA) "advertisement"—typically on radio or television, broadcast for the public good.

Marketing
P Management
Publicist The person responsible for managing the publicity program for a product, service, or organization.

Page 248 of 336


Marketing Promotional activities designed to promote a business and its products by obtaining media coverage not paid for by the
P Management
Publicity
business.

Marketing
P Management
Publics Groups of people with common interest in a specific area, topic, or organization.

Marketing
P Management
Puffery A legal exaggeration of praise lavished on a product that stops just short of deception.

Pull promotion, in contrast to Push promotion, addresses the customer directly with a view to getting them to demand the
Marketing
P Management
Pull Promotion product, and hence "pull" it down through the distribution chain. It focuses on advertising and above the line activities. See also
'push promotion'

Marketing A strategy aimed at the end consumer of a product whereby the product is pulled through the channel by consumer demand
P Management
Pull-Strategy
initiated by promotional efforts.

Marketing
P Management
Pulsing The use of advertising in regular intervals, as opposed to seasonal patterns.

Marketing A method of advertising research in which a study is conducted on the relationship between a viewer's pupil dilation and the
P Management
Pupilometrics
interest factor of visual stimuli.

Page 249 of 336


Marketing
P Management
Purchase The act of paying for and acquiring a product or service.

Marketing A written agreement between a buying and supplying organization that specifies the terms of a transaction such as product
P Management
Purchase Contract
specifications, price, payment schedule, delivery terms, penalties, etc.

Marketing
P Management
Purchase decision The stage in the customer buying process when the purchase decision is actually made.

Marketing
P Management
Purchase History A record of buying behavior for an individual or business entity.

Marketing
P Management
Purchase Intention A decision plan to buy a particular product or brand developed through an evaluation decision process.

Marketing A document issued by a purchasing organization to a supplier requesting items in the quantities, prices, time, and other terms
P Management
Purchase Order
agreed upon.

Marketing An internal document issued by the user or administering department to the purchasing department, specifying goods or
P Management
Purchase Requisition
services required. The document authorizes the expenditure, and often includes suggested suppliers and prices.

Page 250 of 336


Marketing
P Management
Purchasing A generic term used to describe a title, a function, or a process by which a firm acquires the goods and services.

Marketing
P Management
Purchasing Agent A member of the purchasing department responsible for one or more categories of products purchased.

Marketing Purchasing The organizational unit responsible for learning the needs of operating units, locating and selecting suppliers, negotiating price
P Management Department and other pertinent terms, and following up to ensure delivery.

Marketing
P Management
Purchasing Power A consumer's ability to buy goods and services as distinguished from the amount of money a consumer has.

Marketing A market model in which a lower price is the only element that leads buyers to prefer one seller to another. Also, the amount
P Management
Pure Competition
that each individual seller can offer constitutes such a small proportion that acting alone it is powerless to affect the price.

Marketing Cash or other incentives paid directly to retail salespeople by a manufacturer to encourage sales of the manufacturer's brand
P Management
Push Money
over competitive brands.

Push promotion relies on the next link in the distribution chain - e.g. a wholesaler or retailer - to "push" out products to the
Marketing
P Management
Push Promotion customer. It revolves around sales promotions - such as price reductions and point of sale displays - and other below the line
activities. See also 'Sales Promotion'

Page 251 of 336


Marketing The communications and promotional activities by the marketer to persuade wholesale and retail channel members to stock
P Management
Push Strategy
and promote specific products.

Marketing
Q Management
Qualifying The process of determining whether a suspect has the characteristics that enables the suspect to be classified as a prospect.

Marketing A record of thoughts, observations, opinions, or words. Qualitative data typically comes from asking open-ended questions to
Q Management
Qualitative Data
which the answers are not limited by a set of choices or type of scale.

Marketing Qualitative Qualitative forecasting is based on experience and judgement. Examples include general surveys of customers, distributors
Q Management forecasting and the sales force.

Marketing Research that deals with information too difficult or expensive to quantify, such as subjective opinions and value judgements,
Q Management
Qualitative Research
typically unearthed during interviews or discussion groups.

Marketing
Q Management
Quality An essential and distinguishing attribute of something or someone.

Marketing A function located somewhere in or close to the operations unit. Its primary purpose is to verify that the goods or services
Q Management
Quality Control
produced meet the specifications established for them.

Page 252 of 336


Marketing A sense of well being about a person's or society's life style, often estimated by income, wealth, safety, recreation facilities,
Q Management
Quality of Life
education, health, aesthetics, and leisure time.

Marketing Quantitative Quantitative forecasting is based on facts. Good examples include time-series analysis and statistical surveys of customer
Q Management forecasting purchasing behaviour.

Marketing Quantitative Market research that concentrates on statistics and other numerical data, gathered through opinion polls, customer satisfaction
Q Management Research surveys and so on. Compare 'qualitative research'.

Marketing
Q Management
Quantity Discount A reduction in price offered by a seller to a purchase who buys more than a certain quantity

Marketing
Q Management
Query A search phrase submitted to search engines

A term used in the Boston Group Matrix. Question marks are businesses or products with low market share but which operate
Marketing
Q Management
Question marks in higher growth markets. This suggests that they have potential, but may require substantial investment in order to grow
market share at the expense of more powerful competitors.

Marketing Base document for research purposes, providing the questions and structure for an interview or self-completion and providing
Q Management
Questionnaire
space for respondents' answers.

Page 253 of 336


Marketing Quick Response A finished product inventory management structure that times replenishment to actual daily sales. Under this system, the
Q Management System retailer maintains low inventory levels through frequent store deliveries of small sizes.

Marketing
Q Management
Quota A target level of performance and/or activity that a salesperson, manufacturer, or producer is expected to achieve.

Marketing A sampling method in which the final choice of respondents is left to the interviewers, who base their choices on two or three
Q Management
Quota sampling
variables (such as age, sex and education).

Marketing A promise from a potential supplier stating the supplier's willingness to supply and deliver the items required within a certain
Q Management
Quotation
period of time at a given price.

Marketing
R Management
R&D Research and development.

Marketing A wholesale middleman operating principally in the food trade, supplying certain classes of merchandise that do not fit into the
R Management
Rack Jobber
regular routine of food store merchandise resource contracts.

Marketing A specific information technology application that allows the positive identification of merchandise both while in transit and
R Management
Radio Frequency
during the materials handling process.

Page 254 of 336


Marketing The radio equivalent of a video news release in the form of a radio story lasting 90 seconds or less and including an announcer
R Management
Radio Wrap-Around
who introduces sound bites from one or more news sources.

Marketing
R Management
Rain-Check A promise given to customers when merchandise is out of stock to sell them the product at a later date at the sale price.

Marketing
R Management
RAJAR Radio Joint Audience Research

Marketing A technique used in market research studies employing telephone interviews in which the numbers to be called are randomly
R Management
Random Digit Dialing
generated.

Marketing
R Management
Random sampling A sampling method in which all the units in a population have an equal chance of appearing in the sample.

Marketing Randomized An interviewing technique in which potentially embarrassing and relatively innocuous questions are paired, and the question
R Management Response Model the respondent answers is randomly determined

Marketing
R Management
Range The maximum distance a consumer is ordinarily willing to travel for a good or service.

Page 255 of 336


Marketing
R Management
Ranking Is the position of your websites within the search engine indexes for a particular keyword.

Marketing
R Management
RAPPIES Retired Affluent Professionals - a demographic grouping.

Marketing
R Management
Rapport A relation of mutual understanding or trust and agreement between two or more people.

(1) The amount charged by a communications medium to an advertiser based on per unit of space or time purchased. The rate
Marketing
R Rate may vary from national to local campaigns, or may be a fixed rate. (2) To estimate a particular media‖s audience size based on
Management a research sample.

Marketing Information cards, provided by both print and broadcast media, which contain information concerning advertising costs,
R Management
Rate card
mechanical requirements, issue dates, closing dates, cancellation dates, and circulation data, etc.

Marketing
R Management
Rate Differential The difference between the local advertising and national advertising rates charged by a local advertising medium.

Marketing Rate of Return
R Management Pricing
A method of determining prices by adding a markup that will produce a predetermined return on investment.

Page 256 of 336


Marketing
R Management
Rating The percentage of the total potential audience exposed to a particular media vehicle.

(1) In television, one percentage of all TV households who are viewing a particular station at a given time. (2) In radio, one
Marketing
R Management
Rating point percentage of all listeners who are listening to a particular station at a given time. Both instances vary depending on time of
day.

Marketing
R Management
Ratio Scale An interval scale in which there is a true zero point, thus allowing statements about proportions.

Marketing An ego defense in which unattainable goals are perceived to be undesirable and those that are attainable are perceived to be
R Management
Rationalization
adequate.

Marketing A system of allocating goods and services that are in short supply, other than by price, to prevent prices from rising to
R Management
Rationing
unreasonable levels and prevent the occurrence of inequitable distribution.

Marketing Products such as lumber and minerals that are bought for use in the production of other products, either as part of a finished
R Management
Raw Materials
good or in the industrial process.

In the application of statistics to advertising and media analysis, reach is defined as the size of the audience who listen to,
Marketing
R Management
Reach read, view or otherwise access a particular work in a given time period. Reach may be stated either as an absolute number, or
as a fraction of a population.

Page 257 of 336


Marketing
R Management
Reactive A management style/approach whereby events happen and then management act to compensate for these events.

Marketing (1) The total number of readers of a publication (includes Primary and Pass-along readers). (2) The percentage of people that
R Management
Readership
can recall a particular advertisement, aided or unaided.

Marketing An examination of advertising effectiveness of print media in which a sample of readers of a particular issue of a publication
R Management
Readership Test
are asked whether they noticed and read particular ads.

Marketing The price of a product or service adjusted for changes in purchasing power and taking into consideration alternative uses of
R Management
Real Cost
funds.

Marketing
R Management
Reciprocal Link A link from one site to another that is then reciprocated by a link from that site to the original site.

(1) Formal acknowledgment given by a communications medium to an advertising agency to recognize that agency as being
Marketing
R Management
Recognition bona fide, competent, and ethical; therefore, entitled to discounts. (2) The ability of research subjects to recall a particular ad or
campaign when they see or hear it.

Marketing The number or percentage of sales promotion offers that are acted on by consumers or retailers out of the total number
R Management
Redemption Rate
possible.

Page 258 of 336


Marketing The arbitrary exclusion of certain classes of customers, often those from poor neighborhoods, from such economic activities
R Management
Redlining
as borrowing money or getting real estate mortgages.

Marketing A group with which the customer identifies in some way, and whose opinions and experiences influence the customer's
R Management
Reference Group
behaviour. For example, a sports fan might buy a brand of equipment used by a favourite team.

Marketing
R Management
Reference Price The amount that buyers use to compare an offered price of a product or service.

Marketing
R Management
Referral A prospective lead given to a salesperson by an existing customer.

Marketing
R Management
Referral premium A premium offered to customers for helping sell a product or service to a friend or acquaintance.

Marketing
R Management
Referrer Is the page from which a visitor came to your site.

Marketing
R Management
Refresh Tag A tag which defines when and to where a page will refresh.

Page 259 of 336


Marketing
R Management
Refund A full or partial return of an amount paid for a product or service.

Marketing
R Management
Refusals A non-sampling error that arises because some designated respondents refuse to participate in the study.

Marketing
R Management
Regional Brand A product or service name that is known on a regional only basis.

Marketing Regional Sales
R Management Manager
An individual who manages sales personnel across a territory of numerous contiguous states.

Marketing
R Management
Register marks Indicator symbols located in the margins of negatives to be used as guides for perfect registration.

Marketing
R Management
Regression Analysis A mathematical technique which finds a statistical relationship between variables such as sales of ice cream and the weather.

Marketing
R Management
Regulation A rule designed to control the conduct of those to whom it applies. Regulations are official rules, and have to be followed.

Page 260 of 336


Marketing Reilly's Law of Retail Gravitation states that larger cities will have larger trade areas than smaller ones, meaning people travel
R Management
Reilly's law
further to reach a larger city.

Marketing A term from learning theory referring to the reward available to an organism for the response that the experimenter was trying
R Management
Reinforcement
to create or encourage.

Marketing
R Management
Relationship A voluntary exchange of information and value between the buyer and seller, with the mutual expectation of gain.

Marketing Relationship
R Management Marketing
It is the development of good relationships and repeat purchases with customers over the long term.

Marketing
R Management
Relevancy How well a document provides the information a user is looking for, as measured by the user.

Marketing Relevant A sustainable competitive advantage that enables products and services to stand out from others in the same market category
R Management Differentiation and is appropriate, meaningful and valuable to the target markets.

Marketing The practice of changing the marking on merchandise as a result of price changes, lost or mutilated tickets, or customer
R Management
Remarking
returns.

Page 261 of 336


Marketing
R Management
Remnant Space Discounted magazine space which is sold to help fill regional editions of the publication.

Marketing
R Management
Renewal rate The percentage of individuals that renew their print media subscriptions to extend beyond the previous expiration date.

Marketing Rep or
R Management Representative
A person who solicits advertising space on behalf of a particular medium.

Marketing
R Management
Repeat Sale The successive sale of a product after the initial purchase by a consumer.

Marketing Repertory Grid A technique for representing the attitudes and perceptions of individuals; also called Personal Construct Technique. The
R Management Method (RGM) technique can be useful in developing market research (and other) questionnaires. Also known as 'Kelly Grids'

Marketing
R Management
Repetition The act or an instance of repeating or being repeated.

Marketing A term used in inventory management that describes the process by which merchandise is re-supplied from some central
R Management
Replenishment Cycle
location on a predetermined or as needed basis.

Page 262 of 336


Marketing
R Management
Reply Card A pre-addressed card inserted between pages of a magazine or newspaper or part of collateral.

Marketing
R Management
Repossession The recovery of merchandise by a seller after delivery due to a customer's failure to complete his/her payment.

Marketing An appeal by a potential buyer desiring bids from several potential vendors for a product or service to satisfy specifications that
R Management
Request For Proposal
describe a set of buyer‘s wants or needs.

Marketing Research and The function of working through various technologies and sciences to design new products involving basic and applied
R Management Development research.

Marketing
R Management
Research Design A framework that guides the collection and analysis of data around a particular topic or research type.

Marketing
R Management
Reseller Market A market composed of individuals and organizations that acquire goods for the purpose of reselling or renting them at a profit.

Marketing
R Management
Reservation Price The highest price a buyer is willing to pay for a product or service.

Page 263 of 336


Marketing Residential Training
R Management Courses
Intensive training courses involving evening training sessions and including overnight stay and full accommodation

Marketing Residual Market The image enhancing communication about a product or service that remains with a consumer after a sales promotion has
R Management Value ended.

Marketing A sum paid to a performer on a TV or radio commercial each time it is run, and is usually established by AFTRA (American
R Management
Residuals
Federation of Television and Radio Artists) or SAG (Screen Actors Guild) contract.

Marketing
R Management
Resolution Refers to the clarity of a television image as received by a set.

Marketing What a manager needs to do his/her job. Marketing plans must contain at least three resources - 3Ms Men, Money and
R Management
Resources
Minutes.

Marketing A person who is asked for information using either written or verbal questioning, typically employing a questionnaire to guide
R Management
Respondent
the questioning.

Marketing The percentage of individual actions that are taken in response to an ad, promotion, or marketing initiative. It is often calculated
R Management
Response Rate
as the percentage of responses divided by the total number of unique marketing pieces disseminated.

Page 264 of 336


Marketing
R Management
Responsiveness How sensitive an indicator is to a change in the system it represents.

Marketing
R Management
Restraint Of Trade Any act that tends to prevent free competition in business.

Marketing
R Management
Restricted line Sales items that are not legally sold in certain geographic areas, or only under special legal restrictions.

Marketing
R Management
Retail advertising Advertising which promotes local merchandisers' goods and services. Also referred to as Local Advertising.

Marketing
R Management
Retail Audits Measure market sales, competitor's sales, market share, prices, special offers, stock levels week by week or day by day.

Marketing A place of business principally engaged in the performance of marketing functions, where sales are made directly to end
R Management
Retail Establishment
users.

Marketing
R Management
Retail Store A place of business in which sales are made directly to end users.

Page 265 of 336


Marketing Defined by the Audit Bureau of Circulation as the area beyond an urban area whose residents regularly trade with retail
R Management
Retail trading zone
merchants within the urban area.

Marketing
R Management
Retailers Retailers operate outlets that trade directly with household customers.

Marketing
R Management
Retailing Mix Variables that a retailer can combine in alternative ways to attract customers.

Marketing
R Management
Retouching To alter photographs, artwork, or film to emphasize or introduce desired features and also to eliminate unwanted ones.

Marketing Return on Equity Measures the rate of return on the ownership interest (shareholders' equity) of the common stock owners. ROE is viewed as
R Management (ROE) one of the most important financial ratios.

Marketing Return on Investment With respect to a marketing initiative, the ROI is a measurement of the returns, i.e., sales revenues, compared to the total
R Management (ROI) amount expended.

Return on Investment
Marketing (ROI)/Return on
R Management Capital Employed
The value that an organisation derives from investing in a project.

(ROCE)

Page 266 of 336


Marketing Return on Marketing
R The value that an organisation derives from investing in marketing. See ‗Return on Investment (ROI).
Management Investment (ROMI)

Marketing Return on Sales
R Management Enablement (ROSE)
The value an organisation derives from investing in activities that drive sales.

Marketing Returns and
R Management Allowances
The sum of purchased goods returned to a store or supplier and unplanned reductions in purchase price.

Marketing A consumer credit arrangement that combines the convenience of a continuous charge account and the privileges of
R Management
Revolving Credit
installment payment plans.

Marketing
R Management
Reward That which is given or offered in return for some service or attainment.

Marketing
R Management
Rich Media New media that offers an enhanced experience relative to older, mainstream media formats.

Marketing A very rough rendition of a proposed commercial, composed of images and sounds borrowed (ripped-off) from other
R Management
Rip-o-matic
commercials or broadcast materials.

Page 267 of 336


Marketing A technique to identify and assess factors that may jeopardize the success of a project or achieving a goal. This technique also
R Management
Risk Analysis
helps define preventive measures to reduce the probability of these factors from occurring and identify countermeasures to suc

Marketing
R Management
Rituals A ritual is a formalized, predetermined set of symbolic actions generally performed

Marketing A method of scheduling broadcast commercials to obtain maximum reach by simultaneously showing the identical
R Management
Road block
advertisement on several different stations.

Any browser program which follows hypertext links and accesses web pages but is not directly under human control. Examples
Marketing
R Robot are the search engine spiders, the ―harvesting‖ programs which extract data from web pages and various intelligent web
Management searching pro

Marketing If you wish to control which parts of your site a search engine spider indexes, you can use a robots.txt file to prevent the spider
R Management
Robots.txt
from indexing certain parts. Not all spiders will follow it, but it can be a useful tool if parts of your site are not ready for indexing.

Marketing
R Management
Roles Patterns of behavior expected of people in various situations.

Marketing
R Management
Romance card Written material that accompanies an advertising specialty, providing information about the product and its background.

Page 268 of 336


Marketing A magazine supplement that is printed by a gravure process, and run on a rotary press. This process is useful for large runs of
R Management
Rotogravure
pictorial effects.

Marketing
R Management
Rotoscoping The process of using live and animated characters within an advertisement.

Marketing
R Management
Rough An unfinished layout of an ad which shows only a general conception to be presented for analysis, criticism, and approval.

Marketing A preliminary arrangement of film or tape shots that are roughly edited together without voice-over or music to serve purpose in
R Management
Rough cut
the early stages of editing.

Marketing
R Management
Routing A process of directing an employee or a vehicle along some pre-determined path, usually designed to minimize cost or effort.

Marketing Routinised Response
R Management Behaviour
Whenever a need is stimulated a particular brand is automatically purchased.

Marketing
R Management
Run of Network A buying option where advertising placements can appear on any page within an advertising network.

Page 269 of 336


Marketing
R Management
Run of Site A buying option where online advertisements can appear on any web pages within an online advertising network.

Marketing
R Management
Runners The styles or designs for which there are many repeat wholesale purchases of the same item.

Marketing A newspaper publisher's option to place an ad anywhere in the publication that they choose, as opposed to Preferred position.
R Management
Run-of-press (ROP)
Also referred to as Run-of paper.

Marketing Run-of-schedule
R Management (ROS)
A station's option to place a commercial in any time slot that they choose.

Marketing
R Management
Rural Population The part of the total population not classified as urban.

Marketing
R Management
Rushes Rough, unedited prints of a commercial to be used for editing purposes. Also referred to as dallies.

Marketing An email advocacy program created by Marketing Scoop, LLC to rid the marketing world of unsolicited email. To learn more
S Management
SAFELINK
about this one-of-a-kind program, visit http://www.marketingscoop.com/safelink.aspx

Page 270 of 336


Marketing
S Management
Safety Stock A measurement used in inventory management that is the average amount of inventory on hand when a new shipment arrives.

Marketing
S Management
Salary Salary is a form of periodic payment from the employer to the employee, which is specified in an employment contract.

Marketing A document used by management to indicate field activity including; competitive activities, reactions of customers to company
S Management
Sale Report
policies and products.

Marketing
S Management
Saleable Sample A regular or specially sized quantity of a product offered at a low price to induce trial.

Marketing The practice of retailers building new stores and selling them to real estate investors who then lease the buildings back to the
S Management
Sale-Leaseback
retailers on a long term basis.

Marketing
S Management
Sales Activities designed to promote customer purchase of a product or service.

Marketing An individual responsible for managing a sales cycle, converting prospects to customers. Sales agents often represent more
S Management
Sales Agent
than one product or business and earn a commission for each closed lead.

Page 271 of 336


Marketing
S Management
Sales Analysis In-depth evaluation of a firm's sales.

Marketing
S Management
Sales Approach A method used to address prospects, engaging them in the sales process.

Marketing One‘s ability to perform a given sales job. This may involve personal and psychological characteristics including physical
S Management
Sales Aptitude
factors, mental abilities, and personality characteristics.

Marketing The portion of a firm's total marketing dollars allocated for sales force training, compensation, travel, entertainment expenses,
S Management
Sales Budget
and the sales force administration costs.

Marketing
S Management
Sales Call A meeting between a customer and a salesperson who engages in selling.

Marketing
S Management
Sales Contest A short-term incentive program designed to motivate salespeople to accomplish very specific sales objectives.

Marketing
S Management
Sales Cycle The sequence of phases that a typical customer goes through when deciding to buy a product or service.

Page 272 of 336


Marketing An aspect of the sales presentation that provides a sensory appeal to show how a product works and what benefits it offers to
S Management
Sales Demonstration
the customer.

Marketing
S Management
Sales Force The team of sales people.

Marketing Sales Force
S Management Compensation
A financial reward or inventive program based on salesperson performance and tenure.

Marketing The sales forecast is the expected level of company sales based on a chosen marketing plan and an assumed marketing
S Management
Sales forecast
environment.

Marketing
S Management
Sales Lead A prospect who has entered the sales cycle.

Marketing
S Management
Sales Management The formulation of a strategic sales program, implementation, evaluation, and control of performance.

Marketing A process to determine the sales rates the company must maintain for its product lines to meet a specified objective or
S Management
Sales Planning
strategic plan.

Page 273 of 336


Marketing The promotional message a sales person delivers to a prospect to explain, stimulate interest in, and motivate the prospect to
S Management
Sales Presentation
purchase a product or products recommended in a proposal.

Sales promotion refers to any activity designed to boost the sales of a product or service. It may include an advertising
Marketing campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps, arranging demonstrations or
S Management
Sales promotion
exhibitions, setting up competitions with attractive prizes, temporary price reductions, door-to-door calling, telephone-selling,
personal letters on other methods.

Marketing Sales A range of techniques employed to stimulate market demand or improve product availability in a limited time period. Sales
S Management Promotion promotions can be directed at the customer, sales force or distribution channel members.

Marketing
S Management
Sales Quota A set amount of revenue or volume a salesperson is required to generate.

Marketing
S Management
Sales Representative A generic term that describes both a direct salesperson and a sales agent.

Marketing Tax imposed upon the sale and consumption of goods and services in the form of a general tax or as a tax on the sale of
S Management
Sales Taxes
selected goods and services.

Marketing The geographic location assigned to a sales representative in which he/she is responsible for selling a company‘s products
S Management
Sales Territory
and/or services.

Page 274 of 336


Marketing
S Management
Sales Training A formal or informal program designed to educate a sales force and convey management expectations of job responsibilities.

Marketing Sales-response
S Management function
Refers to the effect of advertising on sales.

A small group of items selected from a larger group to represent the characteristics of the larger group. Samples are often
Marketing used in marketing research because it is not feasible to interview every member of a particular market; however, conclusions
S Management
Sample
about a market drawn from a sample always contain a sampling error and must be used with caution. The larger the sample, in
general, the more accurate will be the conclusions drawn.

Sampling is that part of statistical practice concerned with the selection of individual observations intended to yield some
Marketing
S Management
Sample Survey knowledge about a population of concern, especially for the purposes of statistical inference. In particular, results from
probability theory and statistical theory are employed to guide practice.

Marketing The use of a statistically representative subset as a proxy for an entire population, for example in order to facilitate quantitative
S Management
Sampling
market research.

Marketing A term applied to studies that use questionnaires that concern the researcher's dual abilities to direct an inquiry to a designated
S Management
Sampling Control
respondent and to secure the desired cooperation from the respondent.

Marketing The distribution of values of a statistic calculated for each possible unique sample set that could be drawn from a parent
S Management
Sampling Distribution
population.

Page 275 of 336


Marketing
S Management
Sampling Error The statistical term used to describe the effect that errors, due to change, can have on results.

Marketing The list of units from which a sample will be drawn; the list can consist of geographic areas, institutions, individuals, or other
S Management
Sampling Frame
units.

Marketing
S Management
Sampling The use of a statistically representative subset as a proxy for an entire population, used in Quantitative Research.

Marketing
S Management
Sans-serif type A typestyle of lettering with no serifs, or cross strokes at the end of main strokes.

A publicity method that allows a celebrity or company spokesperson to participate in many interviews per day with
Marketing
S Management
Satellite Media Tour representatives of the media. The person being interviewed sits in a television studio and is connected to remote locations via
satellite hoo

Marketing
S Management
Satisfaction The fulfillment or gratification of a desire, need, or appetite.

Marketing
S Management
Saturated Markets A market is saturated if there is no potential for profit growth as consumer needs are adequately met.

Page 276 of 336


Marketing
S Management
Savings An amount, if any, left after a government, firm, or household has accounted for all expenditures.

Marketing
S Management
SBU Stands for Strategic Business Unit.

Marketing Preliminary design or layout of an advertisement or other promotional material. Also a UK pressure group against offensive
S Management
Scamp
advertising (S.C.A.M.P. - Stop Crude Advertising Material in Public).

Marketing An optical character recognition machine which consists of a scan head, a computer processor, and an output device. Used for
S Management
Scanners
interpreting documents, invoices, bar-codes, and photos for use in Color separations.

Marketing The process of using realistic sounds to stimulate noise in backgrounds during radio production such as car horns, sirens,
S Management
Scene setting
recorded laughter, etc.

Marketing (1) A printing process in which a squeegee forces paint or ink through a screen which is decorated with stenciled designs onto
S Management
Screen
the paper. (2) The surface onto which an image of a slide or television picture is shown.

Marketing Capturing data from another company's Web pages that weren't meant to be viewed by outsiders; SEO spammers do this to
S Management
Screen Scraping
determine coding patterns of competitors that they then use to try to outrank them on search engine listings.

Page 277 of 336


Marketing
S Management
Screening The evaluation or testing of a product, and sometimes its 'marketing mix', at various stages in the 'NPD' cycle.

Marketing Search Engine A component of the promotional mix of a marketing plan, SEM uses a variety of tools and techniques to improve a Web sites'
S Management Marketing (SEM) online visibility and deliver targeted traffic.

Search Engine
Marketing A process of modifying the visual and back-end elements of a Web site to achieve higher placement in a search engine's
S Management
Optimization
results for selected keywords.
(SEO)

Marketing A software program (or web sites using such a program) that collects and indexes Web pages according to specific criteria.
S Management
Search Engine
search engines then return sites ranked by relevancy based on the keywords or phrases entered by Web users.

Marketing
S Management
Search Heuristics The process beginning with a single search solution that incrementally changes to improve search results.

Marketing Promoting a company‘s website using internet search engines. Either getting a company website listed in search results
S Management
Search Marketing
(unpaid) or as a listing on the same webpage as the search results (paid).

Marketing Search qualities - tangible clues that can be evaluated before purchase. Services are low in 'search' qualities. You cannot pick
S Management
Search Qualities
them up and inspect their quality before purchase.

Page 278 of 336


Marketing
S Management
Search Term The actual keyword or phrase entered into a search engine by a person who is performing an online search.

Marketing
S Management
Seasonal Demand The desire to purchase a product that fluctuates at regular intervals.

Marketing A special reduction in price to all retailers who place orders for seasonal merchandise well in advance of the normal buying
S Management
Seasonal Discount
period.

Marketing Seasonal rating
S Management adjustments
In broadcast media, rating modifications that reflect changes in the season, e.g. weather and holidays.

Marketing The variation in sales for goods and services throughout the year, depending on the season, e.g. hot chocolate is advertised
S Management
Seasonality
more in the winter, as opposed to summer months.

Marketing
S Management
Secondary Data Statistics that are not gathered for the current study but for some other purpose.

Marketing
S Management
Secondary Research Uses research already carried out by someone else for some other purpose.

Page 279 of 336


Marketing Secondary research
S Management data
Secondary market data is data that has already been obtained, analysed and used for other purposes or for general reference.

Marketing Secondary Shopping
S Management District
A cluster of stores outside the central business district that serves a large population within a section or part of a large city.

Marketing
S Management
Security An operating unit that is responsible for protecting merchandise and other assets from being stolen.

Marketing
S Management
Segmentation See 'market segmentation'

Marketing Segmentation
S Management variables or bases
The dimensions or characteristics of individuals, groups or businesses that are used for dividing a total market into segments.

Marketing Selective demand
S Management advertising
Advertising which promotes a particular manufacturer's brand as opposed to a generic product. See Primary demand.

Marketing
S Management
Selective distribution Selective distribution involves a producer using a limited number of outlets in a geographical area to sell products.

Page 280 of 336


Marketing The act of doing what makes one feel fulfilled. Also known as the final stage in Abraham Maslow‘s hierarchy of needs
S Management
Self Actualization
paradigm.

Marketing The self-concept or self-identity is the mental and conceptual awareness and persistent regard that sentient beings hold with
S Management
Self Concept
regard their own being.

Marketing
S Management
Self Image How an individual perceives him or herself.

Marketing
S Self Regulation An organization‘s control of its own behaviors, independent of government supervision or laws.
Management

Marketing The method used in retailing by which an individual may choose the desired merchandise without direct assistance from store
S Management
Self Selection
personnel.

Marketing The type of operation in which the customer/user is exposed to merchandise (browsing and self-selection) without assistance,
S Management
Self Service
unless customer/user seeks assistance.

Marketing Self-liquidating
S Management premium
A premium offer paid by the consumer whose total cost including handling fees are paid for in the basic sales transaction.

Page 281 of 336


Marketing
S Management
Self-mailer A direct-mail piece in which no envelope or wrapper is required for mailing.

Marketing
S Management
Sellers Market A combination of economic conditions that favor sellers in negotiated transactions, usually because demand outstrips supply.

Marketing The personal or impersonal process whereby a salesperson ascertains, activates, and satisfies the needs of the buyer to the
S Management
Selling
mutual benefit of both buyer and seller.

Marketing A company-centered rather than a client-centered approach to conduct of business. This orientation tends to ignore what the
S Management
Selling Orientation
customer/user really wants and needs.

Marketing
S Management
SEM Stands for Search Engine Marketing.

Marketing
S Management
Semi-liquidator A premium offer that is partially paid by the consumer as well as the manufacturer.

Marketing
S Management
Seminars One day training sessions involving role play and syndicate group work exercises

Page 282 of 336


Marketing Refers to theories regarding symbolism and how people glean meaning from words, sounds, and pictures. Sometimes used in
S Management
Semiotics
researching names for various products and services.

Marketing Information relating to racial or ethnic origin, political opinions, religious or other beliefs, trade union membership, health, sex
S Management
Sensitive Data
life and criminal convictions.

Marketing
S Management
Sensitivity Coefficient The average percentage change in consumption corresponding to a one percent change in disposable personal income.

Marketing
S Management
SEO Stands for Search Engine Optimization.

Marketing The distortion in the answers to some questions on a questionnaire because the replies are not independently arrived at but
S Management
Sequence Bias
are conditioned by responses to previous questions.

Marketing
S Management
Sequential Sample A non-probability sample formed on the basis of a series of successive decisions.

Marketing
S Management
Serif type Short, decorative cross lines or tails at the ends of main strokes in some typefaces, such as Roman lettering.

Page 283 of 336


Marketing
S Management
Service In economics and marketing, a service is the non-material equivalent of a good.

Marketing
S Management
Service Desk A station within a store where customers take merchandise for exchange or credit and receive information or other services.

Marketing
S Management
Service Mark A word, slogan, design, picture, or any other symbol used to identify and distinguish a service as opposed to a product.

Marketing
S Management
Sets in use (SIU) The percent of television sets that are tuned into a particular broadcast during a specific amount of time.

Marketing
S Management
Seven Ss See 'McKinsey's seven Ss'

Marketing
S Management
Shaping A process of reinforcing successive approximations of behavior in order to increase the probability of a desired response.

Marketing The percentage of a given population tuned into a particular radio station, television station, or cable television channel during
S Management
Share of Audience
a given time period.

Page 284 of 336


Marketing
S Management
Share of Voice (SOV) The total percentage that you possess of the particular niche, market, or audience you are targeting.

Marketing The worth of a company from the point of view of its shareholders. Maximising shareholder value is a common objective for
S Management
Shareholder Value
business management.

Marketing The percent of audiences that are tuned into a particular medium at a given time, e.g. the number of people watching television
S Management
Share-of-audience
between the hours of 8:00 p.m. to 11:00 p.m.

Marketing
S Management
Shelf Life The length of time a product can safely remain in storage between production and consumption.

Marketing Shelf screamers
S Management (shelf talkers)
A printed advertising message which is hung over the edge of a retail store shelf, e.g. "On Special," or "Sale item."

Marketing
S Management
Shelf Stock Refers to inventory that has been accumulated for display at the point of sale.

Marketing
S Management
Shelf Talker A printed card or other sign used in retail stores to call attention to a product that has been shelved.

Page 285 of 336


Marketing Sherman Anti-Trust This act prohibits contracts, combinations, and conspiracies that restrain interstate or foreign trade, and prohibits
S Management Act monopolization.

Marketing The amount of money associated with transporting a product from one location to another or from a wholesaler or retailer to a
S Management
Shipping Costs
consumer.

Marketing
S Management
Shoplifting The stealing of a store's merchandise by customers.

Marketing Software used to make a web site's product catalog available for online ordering, allowing visitors to select, view, add/delete,
S Management
Shopping Cart
and purchase merchandise.

Marketing
S Management
Shopping Good A good that is expensive and is purchased infrequently.

Marketing
S Management
Short Delivery A discrepancy in the amount of goods delivered, the number being less than shown on the purchase order or invoice.

Marketing Implementing a series of strategies or marketing campaigns in an effort to cover a broad range of constituents with the hope of
S Management
Shotgun Approach
finding one or more approaches that generate considerable results.

Page 286 of 336


Marketing The difference between the recorded value of inventory and the actual retail value of actual inventory divided by retail sales
S Management
Shrinkage
during a time period.

Marketing
S Management
Shrink-Wrap A packaging process that allows the shipper to extend a clear plastic covering over a package or set of packages.

(1) A musical theme associated with a television program, radio show, or a particular product or service. Also referred to as a
Marketing
S Management
Signature Theme song. (2) Single printing sheet which folds into 4, 8, 12, 16, and so on pages to be gathered and bound to form a part of
a book, or pamphlet.

Marketing A color printing method in which ink is forced through a stencil placed over a screen that blocks out areas of an image, and
S Management
Silk screening
onto the printing surface. Also referred to as Serigraphy.

Simmons Market
Marketing
S Management
Research Bureau A syndicated service which provides audience exposure and product usage data for print and broadcast media.
(SMRB)

Marketing Simple Random
S Management Sample
A probability sample in which each population element has a known and equal chance of being included in the sample.

Marketing A form of scenario building that attempts to simulate interactions and stimuli through mathematical equations to predict future
S Management
Simulation Models
outcomes.

Page 287 of 336


Marketing
S Management
SINBAD Single Income, No Boyfriend and Absolutely Desperate - a demographic grouping.

Marketing
S Management
SINDI Single Independent and Divorced (only applies to women) - a demographic grouping.

Marketing
S Management
Single Sourcing Using only one vendor to supply a particular product, service, or component part.

Marketing
S Management
SITCOM Single Income, Two Kids Outrageous Mortgage - a demographic grouping.

Marketing
S Management
Site Search A program providing search functionality across a single web site.

Marketing A situation Analysis is part of the cycle of marketing. the cycle of marketing also includes the marketing mix. S situation
S Management
Situation Analysis
analysis is often called the three Cs, which are

Marketing
S Management
Size Lining The selection of predetermined size points at which merchandise will be offered.

Page 288 of 336


Marketing Skills Level Analysis
S Management Process
An online tool to assess skills of marketing professionals and to measure them against business aims and objectives

Marketing Setting the original price high in the early stages of the product life cycle in an attempt to get as much profit as possible before
S Management
Skimming
prices are driven down by increasing competition.

Marketing A type of online ad that varies from a traditional banner size (468 X 60) and is significantly taller than the 120x240 vertical
S Management
Skyscraper
banner.

Marketing Skills Levels Analysis Process, an online tool to assess skills of marketing professionals and to measure them against
S Management
SLAP
business aims and objectives

Marketing A controversial finding that asserts that the influence of advertising or other communications material can increase once the
S Management
Sleeper Effect
message is no longer broadcast or presented to the respondent.

Marketing
S Management
SLEPT Socio-cultural, Legal, Economic, Political and Technological - a framework for viewing the 'macro environment'

Marketing
S Management
Slicks A high-quality proof of an advertisement printed on glossy paper which is suited for reproduction.

Page 289 of 336


Marketing
S Management
Slipsheet A materials handling device usually composed of a flat piece of cardboard or board on which product is stacked.

Marketing
S Management
Slogan A catch phrase or small group of words that are combined in a special way to identify a product or company.

Marketing
S Management
Slotting allowances Fees paid by a manufacturer to a retailer for the retailer's shelf space.

Marketing
S Management
Slotting Fee The amount a manufacturer pays to a retailer in order to get distribution for a new product in a retail store.

Marketing
S Management
Slurp The Inktomi search crawler.

Marketing
S Management
SMART Objectives should be Specific, Measurable, Achievable, Realistic and Time Related.

Small to Medium Enterprise. Variously defined: according one EU definition, it must employ under 250 people, have either a
Marketing
S Management
SME turnover of less than EUR 40 million or net balance sheet assets of less than EUR 27 million, and not be more than 25%
owned by a larger company.

Page 290 of 336


Marketing
S Management
SMS Short Message Service. Text only messages sent by mobile phones, or other compatible devices, over a wireless network.

A Website directing a search engine spider to a page that is different from the page seen by site visitors. If a user clicks on a
Marketing
S Management
Sneaky redirect sneaky redirect page from a search engine, he will be redirected to a page different from the one described on the engine's
listing results. Most engines penalize or ban sites that use sneaky redirects.

Marketing
S Management
Social Advertising The advertising designed to education or motivate target audiences to undertake socially desirable actions.

Marketing
S Management
Social Class People having the same social or economic status. Social class refers to the ranking of people into a hierarchy within a culture.

Marketing The branch of marketing that is concerned with the use of marketing knowledge, concepts, and techniques to enhance social
S Management
Social Marketing
ends or create awareness of social issues.

Marketing Soft goods are similar to consumer durables, except that they wear out more quickly and therefore have a shorter replacement
S Management
Soft goods
cycle. Examples include clothes and shoes.

Marketing
S Management
Soft sell The technique of using low pressure appeals in advertisements and commercials.

Page 291 of 336


Marketing
S Management
SOHO Small-office/Home-office.

Marketing
S Management
Solid An arrangement of type lines set vertically as closely as possible. Also referred to as solid set.

Marketing A function performed by intermediaries in order to bridge the discrepancy between the assortment of goods and services
S Management
Sorting
generated by a manufacturer and the assortment demanded by a consumer.

Marketing An acronym which helps the planning process: Situation Analysis, Objectives, Strategy, Tactics, Action and Control.
S Management
SOSTAC ®
www.prsmith.org

An acronym which helps the planning process: Situation Analysis, Objectives, Strategy, Tactics, Action and Control + 3Ms
Marketing these are three key resources which every plan must have = Men*, Money and Minutes. (* Men mean Men and Women)
S Management
SOSTAC ®+ 3Ms
[devised by PR Smith, author, Marketing Communications- An Integrated Approach, (1993-2004) Kogan Page, London.]
www.prsmith.org

Marketing
S Management
SOSTT Situation, Objective, Strategy, Tactics and Targets

Marketing The basic element of a broadcast news story, consisting of a newsmaker speaking on camera in blocks of time. May also refer
S Management
Sound Bite
to an audio clip of a more complete verbal speech or exchange.

Page 292 of 336


Marketing
S Management
Sourcing Another term for procurement.

Marketing
S Management
Spam Unwanted, unsolicited e-mail, typically of a commercial nature.

Marketing This refers not to bulk emails for unwanted products, but rather to the process of trying to manipulate the search engines to
S Management
Spamming
rank your sites well.

Marketing
S Management
Span of Control The number of people a manager can supervise before managerial effectiveness declines.

Marketing A sales promotion program comprising a number of sales promotion techniques built around a seasonal, cultural, sporting,
S Management
Special Event
musical event, or other activity.

Marketing The placement of advertising messages on a wide variety of items of interest to the target markets such as calendars, coffee
S Management
Specialty Advertising
cups, pens, hats, note paper, t-shirts, etc.

Marketing Specialty Department
S Management Store
A large store with a department store format that focuses primarily on apparel and soft home goods.

Page 293 of 336


Marketing Purchased infrequently and the consumer will go to great lengths to search for the "right" product (ie antiques, original painting,
S Management
Specialty Good
made-to-measure clothes).

Marketing
S Management
Specialty Store A store that handles a limited variety of goods.

Marketing This concept holds that changes in the form and movement of goods to forward inventories should be made at the earliest
S Management
Speculation
possible time in the marketing process in order to reduce the costs of the marketing system.

Marketing Speculative (spec) A sample promotional product, with the prospective buyer's imprint on it, produced with the hope that the customer will
S Management sample purchase it.

Marketing
S Management
Spider A program that visits and downloads specific information from a webpage.

Marketing The attempt to manipulate the depiction of news or events in the media through artful public relations - often used with
S Management
Spin
derogatory connotations.

Marketing
S Management
Splash Page A branding page before the home page of a Web site.

Page 294 of 336


Marketing Two or more different forms of an advertisement which are ran simultaneously in different copies of the same publication, used
S Management
Split run
to test the effectiveness of one advertisement over another to appeal to regional or other specific markets.

Marketing An individual or business entity that provides something of value (usually money) in support of a particular event or initiative.
S Management
Sponsor
Sponsors often receive something of perceived value in return such as signage or speaking opportunities.

Marketing
S Management
Sponsored Link Paid text advertisement that runs alongside natural search content on a Search Engine.

Marketing Supporting an event, activity or organisation by providing money or other resources that is of value to the sponsored event.
S Management
Sponsorship
This is usually in return for advertising space at the event or as part of the publicity for the event.

Marketing
S Management
Spot announcements Commercial or public service announcements that are placed on television or radio programs.

Marketing
S Management
Spot Broadcast The purchasing by a national advertiser of radio and television time on a local or market-by-market basis.

Marketing
S Management
Spot Check The intermittent checking of packages and envelopes to determine if any have been incorrectly filled.

Page 295 of 336


Marketing
S Management
Spot color The technique of coloring for emphasis some areas of basic black-and-white advertisements, usually with a single color.

Marketing
S Management
Spot Market The market for immediate delivery of a marketing message.

Marketing
S Management
Spot Sale The sale or purchase of a commodity for immediate delivery, often on a cash basis.

Marketing Spot television (or
S Management radio)
Time slots in geographic broadcast areas, purchased on a market-to-market basis rather than through a network.

Marketing
S Management
Spread Refers to a pair of facing pages in a periodical, or an advertisement which is printed across two such pages.

Marketing
S Management
Stagflation An economic condition characterized by a combination of slow growth and inflation.

Marketing
S Management
Staggered schedule A schedule of advertisements in a number of periodicals which have different insertion dates.

Page 296 of 336


Marketing
S Management
Stakeholder One of a group of publics with which a company must be concerned.

Marketing Standard Advertising
S Management Unit System (SAUS)
A set of uniform advertising procedures developed by the American Newspaper Publishers Association.

Marketing Standard Industrial
S Management Classification (SIC)
Defined by the U.S Department of Commerce to be a classification of businesses in a numeric hierarchy.

Standard
Marketing
S Management
Metropolitan An integrated economic and social unit having a large population nucleus.
Statistical Area

Marketing Standard Rate and A commercial firm that publishes reference volumes that include up-to-date information on rates, requirements, closing dates,
S Management Data Service (SRDS) and other information necessary for ad placement in the media.

Marketing
S Management
Standards A basis for operations that ensures consistency across individuals or groups of individuals.

Marketing An arrangement with a vendor to make shipments periodically in specified quantities in which the vendor may be authorized to
S Management
Standing Order
ship a certain quantity each month or week for a set period.

Page 297 of 336


Marketing
S Management
Staple Good A convenience product such as salt or milk that is bought often and consumed routinely.

Marketing Starch Readership
S Management Service
A research organization (Starch INRA Hooper) that provides an advertisement's rank in issue and Starch scores.

A result of a method used by Daniel Starch and staff in their studies of advertising readership which include noted, or the
Marketing
S Management
Starch scores percent of readers who viewed the tested ad, associated, or the percent of readers who associated the ad with the advertiser,
and read-most, or the percent of readers who read half or more of the copy.

A term used in the Boston Group Matrix. Stars are high growth businesses or products competing in markets where they are
Marketing
S Management
Stars relatively strong compared with the competition. Often they need heavy investment to sustain their growth. Eventually their
growth will slow and, assuming they maintain their relative market share, will become cash cows.

Statements of
Marketing CIM's grid of marketing competencies required to achieve business aims. CIM's new syllabus structure is mapped out against
S Management
Marketing Practice
each marketing level as identified in the grid.
(SOMPS)

Marketing
S Management
Status The positioning of an individual within a group, organization, or society.

Marketing
S Management
Step 1 The uncontrollable variables in the 'Far' Environment include Social, Technical, Economic and Political developments.

Page 298 of 336


Variables include the Structure of the Industry, Trends in the Market Place, Micro Economic and Power Forces shaping the
Marketing
S Management
Step 2 industry. Competitor Analysis - involves analysing your competitors and their strengths and weaknesses and their likely
strategic moves.

Marketing
S Management
Step-and-repeat A single image printed repeatedly in a pattern on a single sheet of paper.

Marketing A generalized belief about what people or events will be like, what attributes they will possess, and how they will behave, based
S Management
Stereotype
upon group or type membership.

Marketing
S Management
Stet A Latin term meaning "let it stand," which instructs a printer or typesetter to ignore an alteration called for in a proof.

Marketing
S Management
Stickiness The amount of time spent at a web site, often a measure of visitor loyalty.

Marketing
S Management
Stock Keeping Unit Often referred to as an SKU, it is the lowest level of identification for merchandise.

Marketing
S Management
Stock Piling The situation in which consumers buy multiple units of products at one time and hoard those products for future use.

Page 299 of 336


Marketing
S Management
Stock Rotation A term used in inventory management to describe the process of moving stock to ensure freshness and shelf life of inventory.

Marketing
S Management
Stock Shortage All unexplained or unrecorded shrinkages in the value of merchandise available for sale.

Marketing
S Management
Stop motion A photographic technique in which inanimate objects appear to move.

Marketing
S Management
Storage Warehouse A warehouse that holds goods for moderate to long periods prior to shipment, usually to buffer seasonal demand.

Marketing The way in which a store is perceived by a shopper of consumer. It is based on the store's physical characteristics, retailing
S Management
Store Image
mix, and a set of psychological attributes.

Marketing The interior layout of the store/library for the ease of user movement through the store to provide maximum exposure of good
S Management
Store Layout
and attractive display.

Marketing
S Management
Store Loyalty The degree to which a consumer consistently patronizes the same store when shopping for particular types of products.

Page 300 of 336


Marketing A blueprint for a TV commercial which is drawn to portray copy, dialogue, and action, with caption notes regarding filming,
S Management
Storyboard
audio components, and script.

Marketing A slogan often used in conjunction with a brand name, advertising and other promotional methods (e.g. ―Guinness is good for
S Management
Strapline
you‖).

A SBU is a unit of the company that has a separate mission and objectives and that can be planned independently from the
Marketing Strategic business
S Management unit (SBU)
other businesses. An SBU can be a company division, a product line or even individual brands - it all depends on how the
company is organised.

Marketing
S Management
Strategic Intent An ambitious organizational goal that is not proportional to current resources and capabilities, which remains stable over time.

Marketing Strategic Market The process comprising the full range of activities, e.g., marketing segmentation, positioning, resource evaluation, needed to
S Management Planning create and sustain effective marketing strategies.

Marketing The process of determining an organization's primary objectives, allocating funds, and then initiating actions designed to
S Management
Strategic Planning
achieve those objectives.

Marketing Strategy explains how objectives will be achieved and gives direction to all the subsequent tactical activities. Strategy
S Management
Strategy
summarises all the tactics. See corporate strategy.

Page 301 of 336


Marketing A sampling method in which the population of interest is divided according to a common characteristic or attribute and a
S Management
Stratified sampling
probability sampling is then conducted within each group.

Marketing
S Management
Stratified selection An equally measured statistical sample which represents all the categories into which the population has been divided.

Strengths are a particular skill, resource or distinctive competence which the business possesses and which will enable it to
Marketing
S Management
Strengths achieve its stated objectives. Strengths are a source of competitive advantage. As such they should be protected and built
upon.

A doctrine under which a seller is held liable for injury caused by a defective product even though the seller exercised all
Marketing
S Management
Strict Liability possible care in the preparation and sale of the product and the user had not bought the product from or entered into any
contract

Marketing Positioning film negatives or positives of copy and illustrations for the purpose of creating a printing plate for that ad or page.
S Management
Stripping
Also referred to as image assembly.

Marketing A perpetual inventory system of unit control in which sales information is obtained from stubs of price tickets rather than from
S Management
Stub Control
sales checks or bar codes.

Marketing
S Management
Style A distinctive mode of presentation or performance in any art, product, or activity.

Page 302 of 336


Marketing
S Management
Subculture A social group within a national culture that has distinctive patterns of behavior and beliefs.

Marketing A part of the written component of print advertising that is designed to guide the reader's attention to specific details about the
S Management
Subhead
advertised item.

Marketing A person from whom information is secured in a market research study, either by questioning or by observing him or her in
S Management
Subject
some way.

Marketing
S Management
Subliminal Perception Perceptions registered below the threshold of awareness or consciousness.

Marketing Subliminal An advertising message presented below the threshold of consciousness. A visual or auditory message that is allegedly
S Management persuasion perceived psychologically, but not consciously. Also called Subception.

Marketing
S Management
Submission Putting forward a site to a search engine or directory.

Marketing Subscription-Based Access to predetermined bundles of goods and services available to consumers via subscriptions renewed at monthly or
S Management Pricing Model annual intervals.

Page 303 of 336


Marketing
S Management
Subsidiary Company Refers to a business that is owned by another business owing greater than 50% of its assets.

Marketing
S Management
Substitute Products that look alike and represent the same application of a product or service.

Marketing
S Management
Suggested Retail The recommended list price submitted by a manufacturer or other vendor to a retailer.

In Freudian psychology, one of the fundamental components of the personality; the super-ego develops in the child from the
Marketing
S Super Ego age of 3–5 years, emerging out of the ego as the seat of the conscience and controlling instinctive desires as a result of the
Management learn

Marketing Superimposition
S Management (super)
A process in TV production where an image, words, or phrases are imposed over another image.

A large department-based retail establishment offering a relatively broad and complete stock of dry groceries, meat, perishable
Marketing
S Management
Supermarket produce, and dairy products, supplemented by a variety of convenience, non-food merchandise and operated primarily on a
self se

Marketing A very large store that is typically of supermarket character and offers an unusually wide range of the merchandise with appeal
S Management
Superstore
to the mass market.

Page 304 of 336


Marketing
S Management
Supervision Management by overseeing the performance or operation of a person or group.

Marketing
S Management
SUPPIES Senior Urban Professionals - a demographic grouping

Marketing
S Management
Supplementary media Non-mass media vehicles that are used to promote products, e.g., Point-of-purchase advertising.

Marketing Companies that sell goods or services to an advertising agency for their use in constructing advertisements, e.g., design
S Management
Supplier
studios, color houses, printers, and paper producers.

Marketing Supplier Relationship
S Management Management (SRM)
Managing relationships with suppliers often through the use of IT systems - compare 'customer relationship management'

Marketing
S Management
Supply The number of units of a product that will be put on the market over a period of time.

Marketing
S Management
Supply Chain The network of suppliers, manufacturers and distributors involved in the production and delivery of a product.

Page 305 of 336


Marketing
S Management
Supply Curve A graph showing the hypothetical supply of a product or service that would be available at different price points.

Marketing
S Management
Supply House A middleman selling industrial goods to manufacturers or other business or institutional users.

Marketing
S Management
Surcharge An additional charge that would be incurred for performing a service that is assessed over and above the base rate.

Marketing
S Management
Swatch proof A sample of the material for a promotional product, with the customer's artwork printed on it in the specified colors.

Marketing Refers to a time during the months of November, March, and May, when both Nielson and Arbitron survey all local market
S Management
Sweeps
broadcast media for the purpose of rating the stations and their programming.

Marketing
S Management
Sweepstakes The offering of prizes to participants, where winners are selected by chance and no consideration is required.

Marketing
S Management
Switcher A consumer who alternates purchase behavior in a product category between two or more brands.

Page 306 of 336


Marketing
S Management
SWOT Stands for Strengths, Weaknesses, Opportunities, and Threats. Commonly used when performing business analysis.

Marketing A method of analysis which examines a company's Strengths, Weaknesses, Opportunities and Threats. Often used as part of
S Management
SWOT Analysis
the development process for a marketing plan, or to feed the results of a marketing audit back into a revised plan.

Marketing
S Management
Symbolic Meaning The psychological and social meanings that products have for consumers.

Marketing Smaller groups of delegates from a larger main group - usually separated out to work through a practical exercise, eg a role
S Management
Syndicate Groups
play

Marketing
S Management
Syndicated program A television or radio program that is distributed in more than one market by an organization other than a network.

Marketing
S Management
Syndicated Research The information collected on a regular basis that is sold to interested clients.

Marketing
S Management
Synergy 2 + 2 = 5.

Page 307 of 336


An approach aimed at providing better service and satisfaction to customers, through the design of well integrated groups of
Marketing
S Management
Systems Selling interwoven products, together with the implementation of a system of production, inventory control, distribution, and other
servic

Marketing
T Management
Tabloid A size of newspaper that is roughly half the size of a standard newspaper. A page size is normally 14" high by 12" wide.

Marketing
T Management
Tabulation A procedure by which the number of cases that fall into each of a number of categories are counted.

A method used in advertising and packaging recall tests. Used to measure a viewer's recognition and perception of various
Marketing
T Management
Tachistoscope testing elements within an ad by using the different lighting and exposure techniques of a Tachistoscope - a device that projects an
image at a fraction of a second.

Marketing
T Management
Tactics Short-term actions undertaken to achieve implementation of a broader strategy.

Marketing A slogan or phrase that visually conveys the most important product attribute or benefit that the advertiser wishes to convey.
T Management
Tag line
Generally, a theme to a campaign.

Marketing
T Management
Tailored Training A training programme that is customised to suit particular company/industry objectives

Page 308 of 336


Marketing
T Management
Takeover The process by which a firm or group of investors acquires control of a corporation via merger or a tender offer.

Beyond the intangible or non-physical core benefit, products have a tangible dimension. These are the physical aspects of the
Marketing
T Management
Tangible Product product: its features, quality level, design, packaging etc. This is the actual tangible product (the part of the product you can
touch and feel).

Marketing
T Management
Target audience A specified audience or demographic group for which an advertising message is designed

Marketing Target Group Index A continuous survey of adults in which their purchasing habits in detail are related to their media exposure, thus facilitating
T Management (TGI) accurate media planning.

Marketing
T Management
Target market The group of potential customers sharing common needs and characteristics that a business decides to serve.

Marketing
T Management
Targeting The selecting of market segments for which a product or service will be designed and marketed.

Marketing A tax levied upon goods transported from one customs area to another. Tariffs raise the prices of imported goods, thus making
T Management
Tariff
them less competitive within the market of the importing country.

Page 309 of 336


Marketing The practice of involving a group of people, familiar with the view points and concerns of key decision makers of the
T Management
Team Selling
customer‘s organization, who proactively pitch products or services to a major prospect or account.

Marketing A page cut from a magazine or newspaper that is sent to the advertiser as proof of the ad insertion. Also used to check color
T Management
Tear sheets
reproduction of advertisements.

Marketing
T Management
Teaser campaign An advertising campaign aimed at arousing interest and curiosity for a product.

Marketing
T Management
Technology An environmental force that consist of inventions and innovations from applied scientific and engineering research.

Telemarketing (sometimes also referred to as ―telesales‖) is a method of direct marketing in which the telephone is used to
Marketing
T Management
Telemarketing contact potential customers in order to reduce the time spent in making personal visits. Traditionally, products such as double
glazing and central heating have been marketed using this technique.

Marketing A conversation via phone between a representative of the research organization (the interviewer) and a respondent
T Management
Telephone Interview
(interviewee).

Telephone
Marketing
T Management
Preference Service A database of business and individual telecoms subscribers who have elected not to receive unsolicited direct marketing calls.
(TPS)

Page 310 of 336


Marketing
T Management
Telephone surveys Surveys in which respondents' answers to a questionnaire are recorded by interviewers on the phone.

Marketing A team of sales people who operate by phone only. Sometimes their job is only to make appointments for other sales people.
T Management
Telesales
Other times the telesales team will be involved in directly selling a product, service or concept.

Marketing The conditions in a sales contract with customers including such issues as charges for alterations, delivery, or gift wrapping, or
T Management
Terms of Sale
the store's exchange policies.

Marketing Territory The development and implementation of a strategy for directing selling activities toward customers in a sales territory aimed at
T Management Management maintaining the lines of communications, improving sales coverage, and minimizing wasted time.

Marketing
T Management
Test Management The trading area selected to test a company's new or modified product, service, or promotion.

Test marketing occurs when a new product is tested with a sample of customers, or launched in a restricted geographical
Marketing area, to judge customers' reactions. If the product is unsuccessful, the business will have minimised its costs and can either
T Management
Test marketing
make changes before the main launch or decide to discontinue the product. Test marketing has a disadvantage in that
competitors learn about the new product before its full launch.

Marketing
T Management
Theater testing A method used in testing the viewer responses of a large, randomly selected audience after being exposed to an ad.

Page 311 of 336


Marketing A for-hire firm that performs logistics service functions such as warehousing and transportation. The majority of these firms
T Management
Third Party Provider
customize their offerings to meet individual customer needs.

Marketing Threats are any aspect of the external environment which cause problems and which may prevent achievement of objectives.
T Management
Threats
Almost by definition, what presents a threat to one business offers an opportunity to other businesses.

Marketing
T Management
Thumb Nail A rough sketch of the layout for a piece of print advertising or collateral.

Marketing
T Management
Thumbnail A rough, simple, often small sketch used to show the basic layout of an ad.

Marketing
T Management
Time compression A technique used in broadcast production to delete time from television commercials.

Marketing
T Management
Time Management A system of managing this limited resource, time.

Marketing
T Management
Time Utility The increased satisfaction created by making products available at the time consumers want them.

Page 312 of 336


Marketing
T Management
TINKIE Two Incomes, Nanny and Kids - a demographic grouping

Marketing
T Management
Tip Sheet A summary of material to be covered in a public interview or photo shoot.

Marketing HTML code used to define the text in the top line of a Web browser, also used by many search engines as the title of search
T Management
Title Tag
listings.

Marketing An electronic device similar to a VCR or DVD player enabling users to record television shows on a computer hard drive for
T Management
Tivo
playback at a later point in time.

Marketing
T Management
Token Order The placing of a small order with the possibility of a larger one at some point in the future.

Marketing Top Down Sales As opposed to bottom-up forecasting, top down does not draw on the sales force's individual forecasts but uses other
T Management Forecasting forecasting systems, some of which are sophisticated computer models.

Marketing
T Management
Total Cost The sum of total fixed cost and total variable cost for a given level of output.

Page 313 of 336


Marketing
T Management
Total Revenue Price per unit multiplied by sales volume and summed over all products and services.

Marketing
T Management
Tracking studies A type of research study that follows the same group of subjects over an extended period of time.

Marketing
T Management
Trade advertising Advertising designed to increase sales specifically for retailers and wholesalers.

Marketing A short-term special offer, made by marketers to channel members as an incentive to stock, feature, or in some way
T Management
Trade Allowance
participate in the cooperative promotion of a product.

Marketing
T Management
Trade Area A geographical area containing the customers of a particular firm or group of firms for specific goods or services.

Marketing People, characters, and animals that are used in advertising and are identified with the products, e.g. Jolly Green Giant and
T Management
Trade character
Tony the Tiger.

Marketing
T Management
Trade Discount The reduction in price allowed to a class of customers before consideration of credit terms.

Page 314 of 336


Marketing
T Management
Trade Dress The total appearance and image of a product including size, texture, shape, and color.

Marketing
T Management
Trade Marketing Marketing to the retail and distributive trades.

Marketing
T Management
Trade name The name under which a company operates.

Marketing
T Management
Trade Premium A prize, usually merchandise, given by to retailers for their cooperation in achieving predetermined sales levels.

Marketing Any confidential formula, pattern, process, device, information, or compilation of information that is used in a submitter's
T Management
Trade Secret
business, and that gives the submitter an opportunity to obtain an advantage over competitors who do not know or use it.

Marketing
T Management
Trade Show An exhibition in which a number of manufacturers display their products.

Marketing
T Management
Trade stimulants Sales promotions directed toward retailers and distributors that are designed to motivate them both and increase sales.

Page 315 of 336


Marketing
T Management
Trademark Icon, symbol, or brand name used to identify a specific manufacturer, product, or service.

Marketing
T Management
Trade-off A compromise.

Marketing A district the size of which is usually determined by the boundaries within which it is economical in terms of volume and cost for
T Management
Trading Area
a marketing unit or group to sell and/or deliver products.

Marketing
T Management
Trading-Up A salesperson's effort to interest a customer in better quality and more expensive goods than the customer expects to buy.

Marketing
T Management
Traffic The visitors and page views on a website.

Marketing
T Management
Traffic builder A promotional tactic using direct mail. Designed to draw consumers to the mailer's location.

Marketing
T Management
Training Course A course that focuses on practical application of skills to better enable delegates in their workplace.

Page 316 of 336


Marketing
T Management
Training Qualification A qualification for sales and marketing professionals that is assessed through work based projects.

Marketing
T Management
Transaction Code The unique identifying number that defines the specific data being transmitted via an electronic data interchange transaction.

Marketing Transactional Short term approach to making a single sale as opposed to developing longer term relationships and winning repeat business
T Management Marketing (see relationship marketing).

Marketing
T Management
Transfer Pricing The pricing of goods and services that are sold to controlled entities of the same organization.

Marketing Transformational A leadership style wherein managers use inspiration and charisma, seek to intellectually stimulate the staff, and treat each
T Management Leadership person as an individual.

Marketing
T Management
Transit advertising Advertising that appears on public transportation or on waiting areas and bus stops.

Marketing
T Management
Transit Rate A pricing system that allows the through shipment of goods to be interrupted for intermediate processing.

Page 317 of 336


Marketing
T Management
Transparency A positive, color photographic image on clear film.

Marketing
T Management
Transparent ink Ink used in four color printing process that allows for colors underneath the ink to show through.

Marketing A marketing function that adds time and place utility to a product by moving it from where it is made to where it is purchased
T Management
Transportation
and used.

Marketing
T Management
Trap To combine different layers of colors in order to create various colors in the four color printing process.

Marketing
T Management
Trend Analysis A quantitative sales forecasting method that estimates future sales through statistical analysis of historical sales patterns.

Marketing
T Management
Trial Implies a sampling of a product before repurchase.

Marketing
T Management
Trial Close An attempt made by the salesperson to close the sale.

Page 318 of 336


Marketing The strategy of building a subculture around a product or brand. This can often be seen with owners of products, for example,
T Management
Tribal Marketing
Apple computers, who gather in social groups related to the product.

Marketing The belief that clothing fashions cascade down from the higher socioeconomic classes to lower classes as consumers attempt
T Management
Trickle Down Theory
to emulate individuals with greater social status.

Marketing
T Management
Trim size A size of a magazine or newspaper page after trimming.

Marketing
T Management
Truck Load The shipment by truck of a full and complete load of materials or merchandise.

Marketing
T Management
Truth In Lending Act Requires full disclosure of terms and conditions of finance charges.

Marketing
T Management
Turnkey Operation A product or service offering which can be implemented or utilized with no additional work required by the buyer.

Marketing
T Management
Turnover The rate of audience change for a specific program during a specific amount of time.

Page 319 of 336


Marketing
T Management
Tweenagers 8 to 12 year olds or 7 to 11 year olds.

Marketing
T Management
Type font Refers to the complete alphabet for a specific typeface.

Marketing
T Management
Typeface A designed alphabet with consistent characteristics and attributes.

Marketing The process of choosing appropriate fonts, reproducing the headlines and other text in an appropriate point size, and placing
T Management
Typesetting
the type in the proper place on the page.

Marketing
T Management
Typography The designated setting of type for printing purposes.

Marketing
U Management
Unaided recall A research method in which a respondent is given no assistance in answering questions regarding a specific advertisement.

Marketing Unconditioned
U Management Stimulus
In classical conditioning, the stimulus that produces what is initially the unconditioned response.

Page 320 of 336


Marketing
U Management
Under Delivery Delivery of fewer impressions, visitors, or conversions than contracted for a specified period of time.

Marketing Undifferentiated Undifferentiated marketing is the marketing of a product aimed at the widest possible market. For example, in the holiday
U Management marketing market, the sale of short-haul summer-sun package holidays to the Mediterranean is an undifferentiated mass-market product.

Marketing Unduplicated
U Management Audience
The number of unique individuals exposed to a specified domain, page or ad during a specified time period.

Marketing Advertising that is likely to harm the consumer. The FTC has the power to regulate unfair advertising that falls within a very
U Management
Unfair advertising
specific legal definition.

Marketing Commercial conduct that the law views as unjust, giving a civil claim against a person who has been injured by the conduct.
U Management
Unfair Competition
Trademark infringement has long been considered to be unfair competition.

Marketing
U Management
Unfair-trade law A state law requiring sellers to maintain minimum prices for comparable merchandise.

Uniform
Marketing
U Management
Communications A communications standard adopted by the food industry for electronic transmission of information between buyer and seller.
System

Page 321 of 336


Unique Selling
Marketing
U Management
Proposition The unique product benefit that the competition can not claim.
(USP)

Marketing A practice required by many states, whereby retailers (mostly food stores) must express price in terms of both the total price of
U Management
Unit Pricing
an item and its price per unit of measure.

Marketing Universal Product A set of bars or lines, printed on most items sold in supermarkets and other mass retailing outlets, permitting computers at
U Management Code checkout counters to retrieve the price of the item from its memory or data base.

Marketing Groups of products that are considered 'too delicate' to mention or to advertise. These may include sanitary towels, condoms
U Management
Unmentionables
or incontinence pads

Marketing
U Management
Unsought Good A product that the consumer does not seek, either from lack of awareness or lack of interest in the particular attributes it has.

Marketing
U Management
UPC Stands for Universal Product Code.

Marketing
U Management
Up-front buys The purchasing of both broadcast and print early in the buying season.

Page 322 of 336


Marketing
U Management
Upmarket The wealthier section of the market; higher income customers; prestige products/services.

Marketing A social and economic group whose members can go into a shop and buy something without first looking at the price. Usually
U Management
Upper-Class
also the ruling class.

Marketing
U Management
Urbanized Area An area consisting of a central city with closely settled territories that have a combined total population of at least 50,000.

Marketing
U Management
URL Uniform Resource Locator; an address that specifies the location of a file on the Internet

Marketing
U Management
Usability The ease with which visitors are able to use a Web site.

Marketing A research step in the design and launch of a Web site where users evaluate the ease of use of a Web site's navigation, layout
U Management
Usability Testing
and other attributes.

Marketing
U Management
Usage Describes the frequency of use and also the way a product or service is used i.e. the benefits it delivers.

Page 323 of 336


Marketing
U Management
User Experience A Web design strategy that incorporates user goals and business needs into the development process.

Marketing
U Management
USP Unique Selling Proposition - something unique about a product/service and/or its brand image which might help it to sell.

Marketing
U Management
Utility The value a consumer receives from a product's design.

Marketing
V Management
Validity The extent to which a measurement, test or study measures what it purports to measure.

Marketing Values and Lifestyles: the categorisation of people according to their way of living, using groupings such as Belongers,
V Management
VALS
Achievers, Emulators, I-am-me, Experiential, Socially conscious, Survivors, Sustainers and Integrators

Marketing
V Management
Value The power of any good to command other goods in peaceful and voluntary exchange.

Marketing Value Added Retail intermediaries who modify equipment, integrate several components into a system solution, or provide additional
V Management Resellers services to offer customized solutions to the customer.

Page 324 of 336


Marketing
V Management
Value Based Pricing A price setting process based on the perceived worth the product provides to the customer.

Marketing The set of qualities of a good or service that allows it to fulfil the customer's needs and desires, as opposed to simply
V Management
Value Preposition
benefiting the seller

Marketing Values and lifestyles A research method which psychologically groups consumers based on certain characteristics such as their values, lifestyles,
V Management (VALS) research and demographics.

Marketing
V Management
Variable Costs Variable Costs are costs which vary directly with the number of units produced - They can include raw materials and labour.

Marketing
V Management
Variety The number of different classifications of goods carried in a particular merchandising unit.

Marketing A retail store that handles a wide assortment of inexpensive and popularly priced goods and services, such as stationery, gift
V Management
Variety Store
items, women's accessories, health and beauty aids, light hardware, toys, housewares, confectionery items, and shoe repair.

Marketing
V Management
VARs Stands for value added resellers.

Page 325 of 336


Marketing
V Management
VAT Value Added Tax.

Marketing A specific channel or publication for carrying the advertising message to a target audience. For example, one medium would
V Management
Vehicle
be magazines, while one vehicle would be Time magazine.

Marketing
V Management
Velox A type of paper used for it's superior reproduction qualities.

Marketing
V Management
Vendor Any firm from which a business obtains merchandise.

Marketing
V Management
Vendor Analysis A review of sales, stocks, markups, markdowns, and gross margin by vendors.

Marketing
V Management
Venture A risky new product project or business start-up.

Marketing
V Management
Vertical Banner A banner ad measuring 120 pixels wide by 240 pixels tall.

Page 326 of 336


Marketing A reduced rate offered to advertisers who purchase airtime on a broadcast medium for a limited amount of time, e.g., one
V Management
Vertical discount
week.

Marketing
V Management
Vertical Integration The expansion of a business by acquiring or developing businesses engaged in various stages of marketing a product.

Marketing
V Management
Vertical Market A situation in which an industrial product is used by only one or a very few industry or trade groups.

Marketing Publications whose editorial content deals with the interests of a specific industry, e.g., National Petroleum Magazine and
V Management
Vertical publications
Retail Baking Today.

Marketing A publicity device designed to look and sound like a real television news story. This video can be used by television stations as
V Management
Video News Release
is or after further editing.

Marketing (1) An illustration that has soft edges, often produced by using cutouts or masks. (2) A photograph or halftone in which the
V Management
Vignette
edges, or parts of, are shaded off to a very light gray.

Spreading a brand message using word of mouth (or electronically - 'word of mouse') from a few points of dissemination.
Marketing
V Management
Viral Marketing Typical techniques include using email messages, jokes, web addresses, film clips and games that get forwarded on
electronically by recipients

Page 327 of 336


Marketing
V Management
Vision The long-term aims and aspirations of the company for itself.

Marketing
V Management
Visual Front An open storefront design that has no vision barrier between the interior and exterior.

Marketing
V Management
VNR Stands for video news release.

Marketing
V Management
Voiceover (VO) The technique of using the voice of an unseen speaker during film, slides, or other voice material.

Marketing Voice-pitch analysis An advertising research technique of analyzing a subject's voice during their responses, to test their feelings and attitudes
V Management (VOPAN) about an ad.

Marketing Voice over Internet Protocol. Technology allowing voice communication to be delivered using internet protocol, an alternative to
V Management
VoIP
delivering voice communication over a public switched telephone network.

Marketing
W Management
Wants The wishes, needs, demands, or desires of human beings.

Page 328 of 336


Marketing Wireless Application Protocol. Specification allowing wireless devices to interact with information sources. A common
W Management
WAP
application is the use of microbrowsers for wireless internet access.

Marketing
W Management
Warehouse A physical facility used primarily for the storage of goods held in anticipation of sale or transfer within the marketing channel.

Marketing The selling of certain types of merchandise, particularly groceries, drugs, hardware, home improvement, and home furnishings,
W Management
Warehouse Retailing
in a superstore type of environment.

Marketing
W Management
Warranty A statement or promise made to the customer that a product being offered for sale is fit for the purpose being claimed.

Marketing
W Management
Wash drawings Tonal drawing, similar to watercolor, intended for halftone reproduction.

Marketing (1) Advertising in an area where the product or service is not available or has no sales potential. (2) Persons in an advertiser's
W Management
Waste circulation
audience who are not potential consumers.

Marketing An advertising strategy that consists of scheduling space in the media in intermittent periods, e.g., two weeks on, two weeks
W Management
Wave scheduling
off.

Page 329 of 336


Marketing
W Management
Way Bill Document which accompanies goods in shipment and which details the cost and route of shipment.

Weaknesses are any aspect of the business which may prevent the business from achieving its objectives. Weaknesses are a
Marketing
W Management
Weaknesses source of competitive disadvantage. Management should seek ways to reduce or eliminate weaknesses before they are
exploited further by the competition.

Marketing
W Management
Wealth The aggregate of all possessions of economic goods owned by a person.

Marketing
W Management
Wear out The point reached when an advertising campaign loses it's effectiveness due to repeated overplay of ads.

Concept of the World Wide Webs transformation from a collection of websites to a computing platform supporting web
Marketing
W Management
Web 2.0 applications, harnessing (pooling) the intelligence of its users and allowing users to define how they interact with organisations
and each other.

Marketing
W Management
Web Analytics The process of using web metrics to extract useful business information.

Marketing
W Management
Web Browser A software application that allows for the browsing of the World Wide Web.

Page 330 of 336


Marketing
W Management
Web Design The practice of selecting and coordinating available components to create the layout and structure of a Web page.

Marketing
W Management
Web Directory An organized, categorized listings of Web sites.

Marketing An online log, or journal usually centered on a specific topic or expertise. Blogs are often created with easy-to-use,
W Management
Web Log (Blog)
nontechnical applications.

Marketing
W Management
Web Metrics Statistics that measure different aspects of activity that transpire on a web site.

A site (location) on the World Wide Web. Each Web site contains a home page, which is the first document users see when
Marketing
W Management
Web Site they enter the site. The site might also contain additional documents and files. Each site is owned and managed by an
individual, compa

Marketing An internet publishing device allowing an individual or company to express their thoughts and opinions. Businesses can use
W Management
Weblogs
weblogs as a marketing communication channel.

Marketing (1) An adjustment made in a survey sample to correct for demographic or geographic imbalances. (2) Number of exposures of
W Management
Weight
an advertisement.

Page 331 of 336


Marketing Large electrical devices for domestic use, such as fridges, freezers and dishwashers. Used to be cased in white enamel,
W Management
White Goods
hence the name

Marketing A reference to proper SEO methods that are approved by the search engines. Using these methods for increases your
W Management
White Hat
chances of your site being permanently indexed in the search engines.

Marketing Areas of any company where strategy and authority are vague, and where useful entrepreneurial activity can flourish. Compare
W Management
White Space
'black space'.

Marketing
W Management
Whois A utility that returns ownership information about second-level domains.

Marketing A general merchandise wholesaler and/or retailer that offers a limited merchandise assortment with little service at low prices
W Management
Wholesale Club
and sells only to club member ultimate consumers and member trade people.

Marketing
W Management
Wholesaler Often part of the distribution channel; involves the selling of goods in large quantities to be retailed by others.

Marketing
W Management
WI-FI Wireless network connection standards allowing computers LAN (Local Area Network) access via a wireless link.

Page 332 of 336


Marketing
W Management
Will Call The products ordered by customers/users in advance of the time delivery desired.

Marketing Worldwide Interoperability for Microwave Access. Technology to deliver wireless broadband access over distances of up to 6
W Management
WiMAX
miles, an alternative to broadband access via a fixed line local loop.

Marketing
W Management
Win-Win Negotiation A philosophy in which negotiators attempt to uncover bases of agreement that benefit both parties.

Marketing
W Management
Wipe A transition of scenes in a visual production where one image appears to wipe the previous one from the screen.

Marketing
W Management
WOM abbrev. word of mouth communication. People share information about products or promotions with friends.

Marketing
W Management
WOOF Well Off Older Folk - a demographic grouping.

Marketing
W Management
WOOPIES Well-Off Older People - a demographic grouping.

Page 333 of 336


Marketing A projective technique which throw the respondent's ego off-guard and allow the inner, deeper feelings to be expressed (a
W Management
Word Association
qualitative research tool).

Refers to a situation where one party learns about a product or service second hand from another party who has knowledge of
Marketing it. Word of Mouth is a powerful persuader. Customers talk to each other. Dissatisfied customers tell at least two or three times
W Management
Word of Mouth
more people than satisfied customers. You can see why service companies try to get their customers to tell them first about
any problems or complaints.

Marketing A technique used in the radio broadcast industry that uses highly descriptive words to evoke images in reading material as an
W Management
Word painting
attempt to place the listener into the scene.

Marketing The group of people generally identified in Marxist theory as the proletariat. Although they are in a struggle for power with the
W Management
Working Class
bourgeoisie, the members of the working class must, nonetheless, sell their labor to the bourgeoisie to produce the material

Marketing
W Management
Workshops Interactive training sessions involving role play and syndicate group work exercises

Marketing World Trade A 125-member organization that succeeds GATT in overseeing trade agreements, mediating disputes, and reducing trade
W Management Organization (WTO) barriers; unlike GATT provisions, WTO decisions are binding.

Marketing
W Management
World Wide Web A portion of the Internet that consists of a network of interlinked Web pages.

Page 334 of 336


Marketing Simplified version of HTML that allows data (including product databases) to be sent to search engines in the format they
X Management
XML feed
request.

Marketing The most visited site on the internet, Yahoo! operates an Internet portal, a web directory and a host of other services including
Y Management
Yahoo!
the popular Yahoo! Mail service. Yahoo also operates a PPC program through its Overture subsidiary.

Marketing
Y Management
YAPPIES Young Affluent Parents - a demographic grouping

Marketing
Y Management
Yield The percentage return from a given marketing or sales campaign.

Marketing
Y YOOFS Young, free and single – a demographic grouping.
Management

Marketing Young customers viewed as a marketing opportunity. Typically the term denotes those aged 16 to 24, but various age ranges
Y Management
Youth Market
are in use, from '12 to 24' to 'under 35'

Marketing
Y Management
YUPPIE Young Urban Professional - a demographic grouping

Page 335 of 336


Marketing
Z Management
Zapping The practice of using a remote control to change television channels when an advertisement begins.

Marketing
Z Management
Zero Defects A condition in which a production unit makes every product without defect.

Marketing
Z Management
Zero Risk No risk - a decision or choice where the outcome is known with certainty.

Marketing
Z Management
ZIP Code A series of numbers in mailing addresses that designate postal delivery districts in the United States.

Marketing The act of fast forwarding through commercials while watching a previously recorded show on a VCR or similar recording
Z Management
Zipping
device.

Marketing
Z Management
Zoning A method for scheduling sales calls that divides a territory into areas or zones.

Marketing
Z Management
ZUPPIE Zestful Upscale Person in their Prime

Page 336 of 336

Encyclopedia marketing management, Terms and Definitions

More Related Content

Viewers also liked

Similar to Encyclopedia marketing management, Terms and Definitions

More from http://www.drawpack.com

Recently uploaded

Encyclopedia marketing management, Terms and Definitions