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Slide 1: Encyclopedia Marketing Management (2347 Terms) Management Topic Powered by www.drawpack.com; All rights reserved. A to Z Keyword Definition 0-9 Marketing Management 3 Ms Three key resources: Men, Money and Minutes. Men means men and women, money mean budgets and minutes mean time. A Marketing Management AAA American Academy of Advertising. An association of educators, students, and former educators in advertising. A Marketing Management AAAA American Association of Advertising Agencies. An association whose members are ad agencies. A Marketing Management Abandonment Rate The number of unique visitors that leave shopping carts prior to completing an online transaction. A Marketing Management Above the line ―Above the Line‖ is the term commonly used for advertising for which a payment is made and for which commission is paid to the advertising agency. Methods of above the line advertising include television and radio, magazines, newspapers and Internet. A Marketing Management Above-The-Fold A term borrowed from print newspapers that references the top portion of a Web page that is visible without scrolling. Important information should be presented above the fold to eliminate the need for scrolling by individuals browsing a web site. Page 1 of 336
Slide 2: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. A Above-The-Line Advertising is considered to be above the line. Traditionally, advertising agencies charged commission on advertising which 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'. A Marketing Management Above-The-Line-Cost Any cost involved in the advertising production process, specifically listed in a budget A Marketing Management Acceptable Price Range A consumer expectation of the price range for a given product category; pricing below the acceptable price range will be perceived as inferior, pricing above the acceptable price range will be considered too expensive. A Marketing Management Access Access to library materials and services, on one dimension, is represented in the location of physical facilities. Because libraries are travelled-to outlets, marketing location theories can be applied successfully to library siting. A Marketing Management Accordian insert An ad inserted in a magazine, folded with an accordian-style fold. A Marketing Management Account classification the summation or grouping of like items into categories such as revenue accounts, liability accounts and expense accounts. A Marketing Management Account Executive A person in an advertising agency who serves as the principal contact with a client(s), coordinating the work of agency staff members assigned to that account. Page 2 of 336
Slide 3: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. A Account Management The process by which an agency or supplier manages the needs of a client. A Marketing Management Account Services The functional area responsible for interacting with clients. Account Supervisors, Account Executives and Project Managers are all part of the Account Services team. A Marketing Management Accountability Systematic inclusion of critical elements of program planning, implementation, and evaluation in order to achieve results. A Marketing Management Accredited Programmes Modular study that is assessed by exam or by project based assignments towards achieving a qualification A Marketing Management Acculturation Acculturation is the obtainment of culture by an individual or a group of people. The term originally applied only to the process 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. A Marketing Management Accumulation An audience-counting method, where each person exposed to a specific vehicle is counted once within a certain time period. A Marketing Management Acetate Transparent plastic sheet frequently used for overlays in ad layouts. Page 3 of 336
Slide 4: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. A ACORN A Classification Of Residential Neighbourhoods: a database which divides up the entire population of the UK in terms of the type of housing in which they live. A Marketing Management Acquisition value 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 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. A Marketing Management Action advertising Advertising intended to bring about immediate action on the part of the reader or viewer. A Marketing Management Ad The name used to indicate an advertising message in the print media. A Marketing Management Ad audience The number of unique users exposed to an ad within a specified time period. A Marketing Management Ad banner A graphical image used as an advertisement and displayed within an HTML document. The image is most frequently linked to the advertisers' website, where additional information is presented. See sample. A Marketing Management Ad blocker Software on a user‘s browser which prevents advertisements from being displayed. Page 4 of 336
Slide 5: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. A Ad campaign audit An activity audit for a specific ad campaign. A Marketing Management Ad centric measurement Audience measurement derived from a third-party ad server's own server logs. A Marketing Management Ad copy The printed text or spoken words in an advertisement. A Marketing Management Ad hoc market research Ad-hoc research focuses on specific marketing problems. It involves the collection of data at one point in time from one sample of respondents. A Marketing Management Ad network An aggregator or broker of advertising inventory from many sites, for example, 24/7 Media. A Marketing Management Ad recall A measure of advertising effectiveness in which a sample of respondents are exposed to an ad and then at a later point in time are asked if they recall the ad. A Marketing Management Ad serving Ad serving describes the technology and service that places advertisements on web sites. Ad serving technology companies 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
Slide 6: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. A Ad testing Any of a variety of methods used to qualitatively or quantitatively evaluate the effectiveness of an advertisement. Pre-testing involves showing different ad prototypes to groups to determine which is the most effective. A Marketing Management Ad Words A system to advertise on Google & partner sites on a CPC (cost per click) basis A Marketing Management Adaptive Selling A sales technique using a sales message and sales behavior adapted for each prospect in response to the specific sales situation. Electronic commerce is an ideal vehicle for this technique because of its ability to gather input from customers through effective interfaces. A Marketing Management Added Value The increase in worth of a product or service as a result of a particular activity - in the context of marketing, the activity might be packaging or branding. A Marketing Management Additional Markup The practice of adding a price increase on top of the original markup. A Marketing Management Add-On In charge accounts, the purchasing of additional merchandise without paying in full for previous purchases. A Marketing Management Adjacencies Time periods immediately before and after a television program, normally used as a commercial break between programs. Page 6 of 336
Slide 7: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. A Adnorm A measure of readership averages for print publications over a two-year period, used as a baseline for comparing specific ads to an average. A Marketing Management Adopter categories 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 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. A Marketing Management Adoption A common model of stages in the purchase process ranging from; awareness, knowledge, evaluation, trial, and finally adoption A Marketing Management ADSL Asymmetric Digital Subscriber Line. Technology that allows data to be transmitted over copper pair telephone lines at up to 8 Mbps. The technology allows internet access and telephony services to be available simultaneously. A Marketing Management Advance premium A premium provided to a consumer, on the condition of some later purchase. A Marketing Management Advertisement A commercial message targeted to an advertiser‘s customer or prospect. A Marketing Management Advertiser The company paying for the advertisement. Page 7 of 336
Slide 8: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. A Advertising Advertising is the paid promotion of goods, services, companies and ideas by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling and sales promotion. A Marketing Management Advertising (Ad) Copy The printed text and/or spoken words that deliver the message contained in an advertisement. A Marketing Management Advertising agency Marketing specialist firm that assists advertisers in planning and implementing advertising programs. A Marketing Management Advertising allowance Money paid to a retailer by a manufacturer for featuring its brands in the retailer‘s advertising A Marketing Management Advertising budget The total amount of money that a marketer allocates for advertising over a period of time. A Marketing Management Advertising Campaign A planned sequence of advertisements. A Marketing Management Advertising Copy The written or verbal component of an advertising message Page 8 of 336
Slide 9: Encyclopedia Marketing Management (2347 Terms) Marketing Management Advertising Effectiveness Powered by www.drawpack.com; All rights reserved. A Degree to which an advertisement or advertising campaign achieves its stated objectives; typically gauged by measuring the campaign's impact on sales, brand awareness, and market share. A Marketing Management Advertising elasticity The relationship between a change in advertising budget and the resulting change in product sales. A Marketing Management Advertising Exposure An opportunity for a person to see or hear a marketing message. A Marketing Management Advertising impression A possible exposure of the advertising message to one audience member. A Marketing Management Advertising Media The various channels that advertisers employ to communicate messages to target audiences. A Marketing Management Advertising message The use of words, symbols and illustrations to communicate to a target audience using prime media A Marketing Management Advertising Objectives 1) The purpose of an advertisement (for example, to inform, to persuade, to remind). 2) The specific goals of the advertiser, such as the amount of products sold or inquiries received. Page 9 of 336
Slide 10: Encyclopedia Marketing Management (2347 Terms) Marketing Management Advertising page exposure Powered by www.drawpack.com; All rights reserved. A A measure of the opportunity for readers to see a particular print advertisement, whether or not that actually look at the ad. A Marketing Management Advertising plan An explicit outline of what goals an advertising campaign should achieve, how to accomplish those goals, and how to determine whether or not the campaign was successful in obtaining those goals. A Marketing Management Advertising research Research conducted to improve the efficacy of advertising. It may focus on a specific ad or campaign, or may be directed at a 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. A Marketing Management Advertising response Studies of this indicate that incremental response to advertising actually diminishes-rather than builds-with repeated exposure. curve A Marketing Management Advertising revenue Revenue realized from the sale of advertising. See interactive advertising revenue. A Marketing Management Advertising specialty A product imprinted with, or otherwise carrying, a logo or promotional message. Also called a promotional product. A Marketing Management Advertising strategy The methodology advertisers use to achieve their advertising objectives. The strategy is determined by the particular creative mix of advertising elements the advertiser selects, namely: target audience; product concept; communications media; and advertising message. Page 10 of 336
Slide 11: Encyclopedia Marketing Management (2347 Terms) Marketing Management Advertising strategy research Powered by www.drawpack.com; All rights reserved. A Used to help define the product concept or to assist in the selection of target markets, advertising messages, or media vehicles. A Marketing Management Advertising Value Equivalent (AVE) A commonly used PR measurement of the value of the space secured by PR executives had they bought that equivalent amount of space in advertising. A Marketing Management Advertorial An advertorial is an advertisement written in the form of editorial copy in a printed publication. They are usually designed to look like news stories. A Marketing Management Advocacy advertising Advertising used to communicate an organization's views on issues that affect society or business. A Marketing Management Adware Free software which includes pop-up banner advertisements which cannot be dismissed. See ‗Banner Averts‘ and ‗Pop-up‘. A Marketing Management Affiliate Marketing A form of marketing or advertising used on the internet. Companies that sell products or services online link to relevant sites. The advertising on the other or 'affiliate' sites is paid for according to results. A Marketing Management Affiliate Network A grouping of businesses that provide support services to affiliate marketing programs. Services can include tracking commissions and activity, marketing and sales support, etc. Page 11 of 336
Slide 12: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. A Affinities A tendency for similar or complementary retail stores to be located in close proximity to one another. Often, retail establishments will be near one another in order to facilitate comparison shopping and attract large consumer audiences. A Marketing Management Affinity Marketing Marketing targeted at individuals sharing common interests that predispose them towards a product, e.g. an auto accessories 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 Marketing Management A disclosure of information in an advertisement, required by the Federal Trade Commission or other authority, that may not be Affirmative disclosure desired by the advertiser. This information frequently admits to some limitation in the product or the offer made in the advertisement. A Marketing Management After Sales Service Services received after the original goods or service have been paid for. A Marketing Management Agate line A measure of newspaper advertising space, one column wide and 1/14th inch deep. A Marketing Management Agency commission The agency's fee for designing and placing advertisements. Historically, this was calculated as 15 percent of the amount spent 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. A Marketing Management Agency Services The functional area responsible for activities related to creating and producing each project, including concept development, copywriting, design, public relations, illustration, photography and printing. Page 12 of 336
Slide 13: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. A Agents Represent an organisation and sell on their behalf. Usually paid by a percentage commission on sales. Unlike distributors, 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. A Marketing Management Aggregate Data Data that is rolled up from a smaller unit to show summary data. A Marketing Management Aggregation A concept of market segmentation that assumes that most consumers are alike. Combining buying power in specific categories within the various business units within a company or with other companies in order to secure optimal pricing and service agreements from suppliers. A Marketing Management Aging The length of time merchandise has been in stock. A Marketing Management AIDA Attention, Interest, Desire, Action: a model describing the process that advertising or promotion is intended to initiate in the mind of a prospective customer. A Marketing Management Aided recall A research method frequently used to determine what consumers remember about an advertisement they have seen or heard. A Marketing Management AIO abbrev. activities, interests and opinions. A measurable series of psychographic (as opposed to demographic) variables involving the interests and beliefs of users. Page 13 of 336
Slide 14: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. A Airbrush 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 model's skin. A Marketing Management AIUAPR Awareness, Interest, Understanding, Attitudes, Purchase, Repeat purchase: a buying decision model. A Marketing Management Ala carte services Rather than provide all advertising services for one price, an agency may provide only the services that a client wishes to purchase. A Marketing Management Algorithm The set of rules a search engine applies to web pages to determine which Web pages are displayed in the search results for a search term. Search engines regularly change their algorithms to improve the quality of the search results, require constant research and monitoring of optimization efforts. A Marketing Management Allocation A sorting process that consists of breaking a uniform supply down into smaller and smaller groupings. A Marketing Management Alt Tag The alternative text that the browser displays when the surfer does not want to or cannot see the pictures present in a web page. Using alt tags containing key-words can improve the search engine ranking of the page for those keywords. A Marketing Management Altavista One of the first large scale search engines. Page 14 of 336
Slide 15: Encyclopedia Marketing Management (2347 Terms) Marketing Management Alternative Advertising Powered by www.drawpack.com; All rights reserved. A Advertising using vehicles other than traditional mass media; examples include text messaging on mobile phones and signs on supermarket shopping carts, etc. A Marketing Management Ambient Media Originally known as 'fringe media', ambient media are communications platforms that surround us in everyday life - from petrol pump advertising to advertising projected onto buildings to advertising on theatre tickets, cricket pitches or even pay slips. See also 'buzz'. A Marketing Management Ambush Marketing A deliberate attempt by an organisation to associate itself with an event (often a sporting event) in order to gain some of the 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' A Marketing Management ANA Association of National Advertisers. An association whose members are advertisers, i.e., companies that advertise their products or services. A Marketing Management Analysis of Variance A statistical test employed with interval data to determine if k (k > 2) samples came from populations with equal means. A Marketing Management Analytical Hierachy Process (AHP) A mathematical decision making technique that allows consideration of both qualitative and quantitative aspects of decisions. It reduces complex decisions to a series of one-on-one comparisons, then synthesises the results. A Marketing Management Anchor 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 the web page. Page 15 of 336
Slide 16: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. A Anchor Tag Code determining the destination of a link. A Marketing Management Animated advertisement An ad that changes over time. A Marketing Management Animated GIF A format for graphic images that incorporates several images rotated in sequence. This technique is employed to deliver additional information in a limited space. A Marketing Management Animatic An animatic, also called a story reel, is a filmed version of a storyboard, created to test dramatic timing. At its simplest, an animatic is a series of still images edited together and displayed in sequence. More commonly, a rough dialogue or sound 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. A Marketing Management Animation Animation is the technique in which each frame of a film or movie is produced individually, whether generated as a computer 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. A Marketing Management ANOVA Stands for analysis of variance. A statistical test used with interval data to determine if samples came from populations with equal means. A Marketing Management Ansoff Matrix Model relating marketing strategy to general strategic direction. It maps product-market strategies - e.g. market penetration, 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
Slide 17: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. A Answer print The composite print of a film with final mixed track(s) and final picture color timings. In many contracts the delivery of the approved answer print is specified because it means that post-production has ended and release printing can begin, although 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. A Marketing Management Antitrust Laws Federal antitrust policy is set forth in four laws: the Sherman Antitrust Act, the Clayton Act, the Federal Trade Commission Act, and the Robinson-Patman Act. These laws are negative in character and outlaw restraints of trade, monopolizing, attempting to A Marketing Management Aperture The opening in a camera that determines the amount of light that reaches the film or videotape. A Marketing Management Appeal The advertisement's selling message. A Marketing Management Application Service Provider The term used to describe companies that provide software or services to a network of customers on an ongoing basis. Customers pay for those services often on a monthly or quarterly basis rather than purchasing software in its entirety from the outset. A Marketing Management Approach Salesperson's initial contact with a prospective customer. A Marketing Management Approved Vendors A list of suppliers with whom purchasing agents are allowed to close contracts. Page 17 of 336
Slide 18: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. A Arbitron Television and radio rating service that publishes regular reports for selected markets. A Marketing Management Area of dominant influence (ADI) A geographic designation, used by Arbitron, that specifies which counties fall into a specific television market. See, also, Designated Market Area . A Marketing Management Area Sampling A method of sampling in which the total area of interest is divided into sub-areas that are then randomly sampled. Each subarea in the sample is completely enumerated. A Marketing Management Armchair shopping Customers buy from inside their own home or office. And delivery follows suit - directly into the home or the office. This is 'armchair shopping' since customers do not have to get up, go out, shop and traipse wearily home again. Direct mail, door-todoor selling, telesales, network retailing, television shopping channels and, of course, the Internet all facilitate armchair shopping. A Marketing Management Art direction The act or process of managing the visual presentation of an ad or commercial. A Marketing Management Art Director Art director in the hierarchical structure of a movie art department, the Art Director works directly below the production designer 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. A Marketing Management Art proof The artwork for an ad, to be submitted for client approval. Page 18 of 336
Slide 19: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. A Art studio Company that designs and produces artwork and illustrations for advertisements, brochures, and other communication devices. A Marketing Management Artwork The visual components of an ad, not including the typeset text. A Marketing Management Aspirational Group A reference group which a person desires to emulate or be associated with. A Marketing Management Asset Led Marketing Asset led marketing uses product strengths such as the name and brand image to market both new and existing products. Marketing decisions are based on the needs of the consumer AND the assets of the product. A Marketing Management Assignments An assessed work based project report. Assignments are part of the assessment procedure when studying for a qualification A Marketing Management Assortment The range of choice offered to a consumer within a particular classification of merchandise A Marketing Management Atmospherics the design of an environment via visual communications, lighting, colors, music, and scent to stimulate customers' perceptual and emotional responses and ultimately to affect their purchase behavior. Page 19 of 336
Slide 20: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. A Attention The process whereby a person concentrates on some features of the environment to the (relative) exclusion of others. A Marketing 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 Marketing Management Attitude A learned predisposition to respond in a consistently favourable or unfavourable manner with respect to a given object. Such attitudes are a result of experiences, awareness and the wants and needs of individuals. Since an understanding of attitudes helps to understand behaviour, marketers need to be acquainted with the subject in an order to make informed assumptions about future consumer behaviour. A Marketing Management Attributable Costs Fixed costs or variable costs incurred by and solely for a particular product, department, program, sales territory, or customer account. A Marketing Management Attribution Theory In the psychology of personality, an explanation of social behavior by attributing to it the core characteristics of the individual rather than the specifics of the situation they might be in. A Marketing Management Auction house An establishment that gathers buyers and sellers in one location where buyers can examine merchandise before submitting competing purchase offers. A Marketing Management Audience The number of people or households exposed to a vehicle, without regard to whether they actually saw or heard the material conveyed by that vehicle. Page 20 of 336
Slide 21: Encyclopedia Marketing Management (2347 Terms) Marketing Management Audience composition Powered by www.drawpack.com; All rights reserved. A The demographic profile expressed as a percentage of the total audience of a particular advertising vehicle. A Marketing 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. A Marketing Management Audience share 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 people. A Marketing Management Audilog A diary kept by selected audience members to record which television programs they watched, as a means of rating television shows. Used by A.C. Nielsen. A Marketing 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. A Marketing Management Audiovisual materials Non-book materials such as filmstrips, recordings, films, records, video and audio cassettes, and compact discs (CDs). A Marketing Management Audit the systematic collection, analysis and evaluation of information relating to the internal and external environments that answers the question ‗Where are we now?' for the organisation. Page 21 of 336
Slide 22: Encyclopedia Marketing Management (2347 Terms) Marketing Management Audit Bureau of Circulations (ABC) Powered by www.drawpack.com; All rights reserved. A A company that audits the circulation of print publications, to insure that reported circulation figures are accurate. A Marketing Management Augmented brand The additional customer services and benefits (―added value‖) that are built around the core product or service offering. A Marketing Management Augmented Product On top of the tangible product are more intangibles which augment, or increase the value of the product. This 'augmented product' can include guarantees, and services like credit facilities, delivery, installation, training, advice, servicing, insurance, and more. A Marketing Management Authorized Dealer 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 geographic trading area. A Marketing Management Availability Advertising time on radio or television that is available for purchase, at a specific time. A Marketing Management Available market 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 buy it. A Marketing Management Average Audience (AA) The number of homes or persons tuned to a television program during an average minute, or the number of persons who viewed an average issue of a print publication. Page 22 of 336
Slide 23: Encyclopedia Marketing Management (2347 Terms) Marketing Management Average Cost Per Unit Powered by www.drawpack.com; All rights reserved. A Calculated as the sum of fixed costs and variable costs at a given level of output, divided by the number of units. A Marketing Management Average Cost Pricing A practice of adding a reasonable markup (determined by market comparisons) to the average cost of a product. A Marketing Management Average Variable Cost Total variable cost divided by the number of units produced and sold. A Marketing Management Awareness Advertising or other promotional activity (e.g. public relations) whose primary purpose is to increases general knowledge of the company, and to make people feel more positive towards it. B Marketing Management Baby Boom The period from the end of World War II until the early 1960s when the number of births increased significantly, resulting in a population bubble of significant size. B Marketing Management Back Link A link from one website to another B Marketing 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
Slide 24: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. B Back to back Running more than one commercial, with one following immediately after another. B Marketing 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. B Marketing Management Bait and Switch A deceptive sales practice whereby a low-priced product is advertised to lure customers to a store. Once a consumer has entered a retail establishment, they are induced to buy higher priced model or good. B Marketing Management Balance Sheet Method An approach used by salespeople to gain a commitment from a buyer by asking the buyer to consider pros and cons of various alternatives. This method has been attributed to Ben Franklin. B Marketing Management Balanced Scorecard A technique allowing a company to monitor and manage performance against defined objectives. Measurements might typically cover financial performance, customer value, internal business process, innovation performance and employee performance. B Marketing Management Balanced Stock Merchandise that is offered by a store in sufficient quantities, colours, styles, sizes and assortment characteristics to meet the customers' needs. B Marketing Management Ballot box A ballot box is a temporarily sealed container, usually cuboid, with a narrow slot in the top sufficient to accept a ballot paper in an election but which prevents anyone from accessing the votes cast until the close of the voting period. Page 24 of 336
Slide 25: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. B Bandwidth The range of frequencies, expressed in Kilobits per second, that can pass over a given data transmission channel within a frame relay network. The bandwidth determines the rate at which information can be sent through a channel - the greater the bandwidth B Marketing Management Banner Ad An online graphical web advertisement that may contain a static or moving image and copy extending across the full page width and offering a hyperlink to the home or landing page. It typically measures 468 pixels wide and 60 pixels tall. B Marketing Management Banner Adverts Adverts on web pages used to build brand awareness or drive traffic to the advertisers own website. B Marketing Management BARB The Broadcasters' Audience Research Board. Responsible for providing estimates of the number of people watching television. This includes the channels and programmes being watched, at what time, and the type of people who are watching. B Marketing Management Barcode An information technology application that uniquely identifies various aspects of product characteristics, increasing speed, accuracy, and productivity of distribution process B Marketing Management Barriers to Entry Economic, legal, psychological, technical, and other forces that limit access to markets, thereby reducing the threat of new competition. B Marketing Management Barter Exchanging merchandise, or something other than money, for advertising time or space. Page 25 of 336
Slide 26: Encyclopedia Marketing Management (2347 Terms) Marketing Management BCG (Boston Consulting Group) Matrix Powered by www.drawpack.com; All rights reserved. B Model for product portfolio analysis. Products can be classified as: Stars - high growth and market share; Cash Cows - high market share and low growth rate; Question marks ? low market share in high growth rate markets; Dogs - low market share and low growth rate. B Marketing Management Behaviour The actions of an individual or group in a given situation. B Marketing Management Behavioural segmentation Behavioural segmentation divides customers into groups based on the way they respond to, use or know of a product. B Marketing Management Below the Line Non-media advertising or promotion when no commission has been paid to the advertising agency. Includes direct mail, point of sale displays, giveaways. See also, 'above the line' and 'push versus pull promotion'. B Marketing Management Below-The-Line-Cost Any operational cost in that is not specifically itemized in the operational budget. B Marketing Management Ben Day process A shading or dot pattern on a drawing. B Marketing Management Benchmarking Process in which an organization continuously compares and measures itself against business leaders anywhere in the world to learn how it could improve performance. Page 26 of 336
Slide 27: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. B Benefit segmentation A form of market segmentation based on the benefits people are seeking from a product. B Marketing Management Bid Written sales proposal from a vendor. B Marketing Management BIDDY Buy it – Don‘t Do It Yourself – a demographic grouping. B Marketing Management Bill of Lading A document in international trade that is required to establish legal ownership and facilitate financial transactions. B Marketing Management Billboards A billboard or hoarding is a large outdoor signboard, usually wooden, found in places with high traffic such as cities, roads, 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. B Marketing Management Billings Total amount charged to clients, including the agency commission, media costs, production costs, etc. B Marketing 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
Slide 28: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. B Bleeds Colors, type, or visuals that run all the way to the edge of the page. B Marketing Management Blended E-Learning An integrated programme with a blend of interactive online tuition, face-to-face classroom workshops, assignments and a Learning Log B Marketing Management Blinking A media planning tactic that schedules activity on a week, off a week, for a specified period of time. B Marketing Management Blogs/Blogging Contraction of Web log. An internet publishing device allowing an individual or company to express their thoughts and opinions. Businesses can use blogs as a marketing communication channel. B Marketing Management Blow-in card An advertisement, subscription request, or other printed card "blown" into a print publication rather than bound into it. B Marketing Management Blueline A photoprint made from stripped-up negatives or positives, used as a proof to check position of image elements. B Marketing Management Bluetooth Open specification for short range communication between wireless devices. Page 28 of 336
Slide 29: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. B Body copy Text matter which comprises the major content of an article or publication other than mastheads, headlines, sub-heads, callouts, charts and graphs. Sometimes called Body Text. B Marketing Management Body Language The gestures, poses, movements, and expressions that a person uses to communicate. B Marketing Management Bonus An added quantity of some product or service that is awarded to the buyer for making a purchase. Also, a cash incentive offered to sales people for reaching or exceeding pre-determined sales goals. B Marketing Management Boston Group Matrix A means of analysing and categorizing the performance of business units in large diversified firms by reference to market share and growth rates. It was developed by the Boston Consultancy Group (BCG). B Marketing Management Bottom Up Sales Forecasting Each sales person makes their own forecast for their own product or service in their particular area. These are all then added together to get a bottom-up forecast. B Marketing Management Bottom-Up Marketing Designing a selling strategy by starting with the very basic needs of the customer, finding the most effective positioning for a product and working up from there. B Marketing Management Bottom-Up Planning Plans created by lower levels of management or staff without input from higher levels of management. Page 29 of 336
Slide 30: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. B Bounce Back Offer A coupon or other selling device included in a customer ordered product, premium, refund, or other package that attempts to sell more of the same or different product to the recipient. B Marketing Management Boutique An agency that provides a limited service, such as one that does creative work but does not provide media planning, research, etc. Usually, this refers to a relatively small company. B Marketing Management Boycott An unfair trade practice which occurs when someone in the insurance business refuses to have business dealings with another until he or she complies with certain conditions or concessions B Marketing Management BPI Stands for Buying Power Index. This is a weighted index that converts three population, effective buying income, and retail sales into a measurement of a market's ability to buy and expressed as a percentage of total U.S. potential. B Marketing Management Brainstorming A problem-solving technique that involves creating a list that includes a wide variety of related ideas. B Marketing Management Brand The set of physical attributes of a product or service, together with the beliefs and expectations surrounding it - a unique combination which the name or logo of the product or service should evoke in the mind of the audience. B Marketing Management Brand Architecture The development and implementation of a plan for linking company, brand, product, and feature names to optimize a company‘s brand awareness. Page 30 of 336
Slide 31: Encyclopedia Marketing Management (2347 Terms) Powered by www.drawpack.com; All rights reserved. B Marketing Management Brand Associations The feelings, beliefs and knowledge that consumers perceive about brands. B Marketing Management Brand Attributes Brand attributes are the functional and emotional associations which are assigned to a brand by its customers and prospects. 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. B Marketing Management Brand Audit A brand audit is a comprehensive and systematic examination of a brand involving activities (both tangible and intangible) to 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. B Marketing Management Brand Awareness 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 recognition and brand recall. Brand recognition is the customers' ability to confirm prior exposure/knowledge of a brand when 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). B Marketing Management Brand building Developing a brand's image and standing with a view to creating long term benefits for brand awareness and brand value. B Marketing Management Brand Champion 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 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
Slide 32: Encyclopedia Marketing Management (2347 Terms) B Marketing Management Brand Culture Powered by www.drawpack.com; All rights reserved. Strong brands are managed by organisations characterized by their strong internal brand cultures. A strong brand culture is determined by the internal attitudes towards branding, management behaviour and practices of an organisation. These 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. B Marketing Management Brand development 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. B Marketing Management Brand Equity 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 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. B Marketing Management An organisation wants to build and maintain strong brand equity for the respective brands in their portfolio including the 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. B Marketing Management Brand Essence The brand essence is an articulation of the "heart and soul" of the brand. A brand essence is typical three to five short word 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. B Marketing Management Brand Expansion The exposure of a brand to a broader target customer market, geographic market, or distribution channels. B Marketing Management Brand Extension The application of a brand beyond its initial range of products, or outside of its category. This becomes possible when the 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
Slide 33: Encyclopedia Marketing Management (2347 Terms) Powered by www.drawpack.com; All rights reserved. B Marketing Management Brand Guidelines 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. The brand guidelines can take various forms and methods, and could consist of brand vision, brand identity, brand strategy 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 the brand should ideally stand for in the minds of customers, and imply a potential promise to customers. It is important to keep 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. B Marketing Management Brand Identity B Marketing Management Brand Image A unique set of associations within the minds of target customers which represent what the brand currently stands for and 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. B Marketing Management Brand Loyalty Brand loyalty is the strength of preference for a brand compared to other similar available brand options. It is measured through a range of different dimensions e.g. repeat purchase behavior, price sensitivity. B Marketing Management Brand Management 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 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. B Marketing Management Brand Manager Marketing manager responsible for a single brand. Page 33 of 336
Slide 34: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. B Brand Mapping Brand mapping is a research technique to identify and visualize the core positioning of a brand compared to competing brands on various dimensions. B Marketing Management Brand Mark That part of a brand name that cannot be spoken. It is usually symbol, picture, design, distinctive lettering, color, or combination of the preceding. B Marketing 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. B Marketing Management Brand Personality The brand personality is the brand image or brand identity expressed in terms of human characteristics. The brand personality must ideally include distinguishing and identifiable characteristics which offer consistent, enduring and predictable messages and mental perceptions. B Marketing Management Brand Positioning Brand positioning is the "market space" a brand is perceived to occupy in the mind of the target audience. All strong marketing 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. B Marketing Management Brand Positioning Statement 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 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). B Marketing Management Brand Power A measure of the ability of the brand to dominate its product category. Page 34 of 336
Slide 35: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. B Brand Recall 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). B Marketing Management Brand Recognition Brand recognition is the customers' ability to confirm prior exposure/knowledge of a brand when shown or asked explicitly about the brand (also referred to as aided or prompted awareness). B Marketing Management Brand Relevance Brand relevance is the alignment of a brand, its brand attributes, brand identity and brand personality with the primary needs and wants of the target audience. B Marketing Management Brand Revitalisation Brand revitalization of a fading brand or a portfolio of brands is sometimes necessary for an organisation. Changes in the marketing environment, competitors' strategies, consumer behaviour, evolutions of cultures and many other factors can lead to 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 B Marketing Management Brand Slogan/ Brand programs. The brand slogan and tagline helps customers to remember the brand and reinforces mental associations. Consistent and well-known examples are Nike "Just do it", HSBC "The world's local bank", HP "Invent", and Singapore Airlines tagline "A Great Way to Fly". B Marketing Management Brand Strategy The 'big picture' plans and tactics deployed by an organisation/brand owner to create long-term brand equity and competitive advantages from branding. B Marketing Management Brand Switching A purchasing pattern characterized by a change from one brand to another. Page 35 of 336
Slide 36: Encyclopedia Marketing Management (2347 Terms) Powered by www.drawpack.com; All rights reserved. B Marketing Management Brand Tribe 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 decisions as the importance and strengths of intangible brand attributes and brand values are related to how these factors are 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. B Marketing Management Brand Value 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 brands is important for several reasons. Shareholders and advisors can assess the financial value of their corporate brand, an 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. B Marketing Management Brand Value Proposition The functional, emotional, and self-expressive benefits delivered by the brand that combined provide value to the customer. The brand value propositions provide the rationale (tangible and intangible dimensions and associations) for making one brand choice over other available brand choices. B Marketing Management Brand An identifying symbol, sign, name, or mark that distinguishes an organization or a product from its competitors; the intangible sum of an organization‘s attributes—it can include its name, its history, its reputation, its packaging, and the way it is advertised. B Marketing Management Branding Excellence 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 and leverage fully from branding. A strong brand is characterized by a unique brand promise, and an outstanding brand 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
Slide 37: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. B Branding The process of developing and communicating brand attributes and brand identity to build marketplace awareness and acceptance in order to meet sales and revenue goals. B Marketing Management BRC Business Reply Card. A pre-addressed, postpaid card typically used to generate response to an offer. B Marketing Management BRE Business Reply Envelope. B Marketing Management Break Even Analysis A method of examining the relationships between fixed costs, variable costs, volume, and price. The objective of such an analysis is to determine the break-even point (where revenue covers expense) at alternative price points and various costs. B Marketing Management Breakeven Breakeven is achieved when total contribution is equal to total fixed costs. Addition contribution earned after this point becomes profit. B Marketing Management Break-even pricing Setting a price to achieve break-even on the costs of making and marketing a product (direct costs). Breakeven is achieved when the total contribution from sales priced in this way at least equal the fixed costs of the business. B Marketing Management Bridge Transition from one scene to another, in a commercial or program. Page 37 of 336
Slide 38: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. B Bridge Page Similar to ―Doorway Page‖, this is a specifically designed entry point for a website B Marketing Management Broadcast Television A method of distributing television signals by means of stations that broadcast signals over channels assigned to specific geographic areas. B Marketing Management Broadsheet Standard size newspaper. B Marketing Management Broadside A direct-mail advertisement printed on large, newspaper-size paper. B Marketing Management Brochure A folded leaflet with an advertising or promotional message. B Marketing Management B-Roll Videotaped footage that is not included in the final edited version of a company's video news release (VNR). B-roll is given to television stations along with the VNR to give the stations the option of putting together their own version of the story being B Marketing Management Brown Goods Electrical goods such as TVs, videos, stereo systems etc, used for home entertainment. So called because they were originally cased in bakelite, a brown plastic. Page 38 of 336
Slide 39: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. B Browser An individual searching the internet for information. Also, a software package (Internet Browser) used to view pages on the World Wide Web. B Marketing Management Budget Resources required for marketing activities - usually money. B Marketing Management Build share A strategy based on the Boston Matrix. Here the company can invest to increase market share (for example turning a "question mark" into a star). B Marketing Management Bulldog edition An edition of a print publication that is available earlier than other editions. Usually, this is the early edition of a large circulation newspaper. B Marketing Management Bulletin boards A bulletin board is a place where people can leave public messages, for example, to advertise things to buy or sell, announce events, or provide information. Bulletin boards are often made of a material such as cork to facilitate addition and removal of messages. B Marketing Management Bundling Offering several complementary products together. The price of a bundle is typically lower than the sum of the collective prices of each individual item included in the bundle. Some products may be bundled together to appeal to different segments. B Marketing Management BUPPIE Black Urban Professional - a demographic grouping. Page 39 of 336
Slide 40: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. B Buried position Placing an ad between other ads in a print publication, so that readers are less likely to see it. B Marketing Management Business Cycle Fluctuations in overall business activity accompanied by swings in the unemployment rate, interest rates, and corporate profits. Over a business cycle, real activity rises to a peak (its highest level during the cycle), then falls until it reaches a troug B Marketing Management Business Intelligence Actionable information that comes out of data review and analysis. The purpose of such analysis is to help users make better, more informed decisions. B Marketing Management Business Plan A strategic document showing cash flow, forecasts and direction of a company. B Marketing Management Business portfolio The business portfolio is the collection of businesses and products that make up the business. B Marketing Management Business Reply Card A postage paid form used by a consumer to request/provide information, subscribe to, or purchase a product or service. B Marketing Management Business Strategy The means by which a business works towards achieving its stated aims. Page 40 of 336
Slide 41: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. B 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 government body, a non-profit-making institution, or any organisation other than an ultimate consumer. (B2B) B Marketing Management Business to Consumer (B2C) Relating to the sale of product for personal consumption. The buyer may be an individual, family or other group, buying to use the product themselves, or for end use by another individual. B Marketing Management Business-to-business Advertising directed to other businesses, rather than to consumers. advertising B Marketing Management Buyer‘s Market Economic conditions that favor the position of the retail buyer (or merchandiser), allowing him to influence price levels, rather than the vendor. B Marketing Management Buyer‘s Remorse The insecurity a buyer feels about the appropriateness of his/her purchase decision after the purchase has been made. B Marketing Management Buyer's market Marketplace characterized by an abundance of goods and/or services. B Marketing Management Buying behaviour Buying behaviour concerns the process that buyers go through when deciding whether or not to purchase goods or services. Buying behaviour can be influenced by a variety of external factors and motivations, including marketing activity. Page 41 of 336
Slide 42: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. B Buying Center A group of organizational members who are involved in any phase of a specific buying decision. B Marketing Management Buying Power Index (BPI) An indicator the represents the percentage of total U.S. retail sales occurring in a specific geographic area, commonly used to forecast demand for new retail establishments and evaluate performance of existing retail stores. B Marketing Management Buying Signal A verbal or visual cue that indicates a prospects interest in purchasing a product or service. B Marketing Management Buzz Buzz marketing uses 'word-of-mouth' advertising: potential customers pass round information about a product. See also 'viral marketing' C Marketing Management Caching A computer process that stores Web files to your computer for later access. These web pages are displayed without the need to re-download graphics and other elements of the previously visited page. C Marketing Management Call Frequency The number of sales calls made within a specified period of time on a particular customer. C Marketing Management Call Report A salesperson's account of a customer interaction or a summary report detailing sales activity for a group of telemarketing representatives. Page 42 of 336
Slide 43: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Camera-ready art Artwork that is in sufficiently finished form to be photographed for printing. C Marketing Management Cancellation Notification to a vendor that a buyer does not wish to accept goods that have been ordered. C Marketing Management Canned Presentation A presentation that has been standardized which includes key selling points arranged in the order designed to elicit the best response from the customer. C Marketing Management Cannibalization 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 partial or complete substitute. C Marketing Management Canonical Authoritative or standard; conforming to an accepted rule or procedure. When referring to programming, canonical means conforming to well-established patterns or rules. The term is typically used to describe whether or not a programming interface 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. C Marketing Management Capital Assets available for use in the production of further assets or an owner's investment in a business. C Marketing Management Capital Goods The instruments of production that make up an organization's plant and operating capacity. Can also refer to the raw materials used to produce finished products. Page 43 of 336
Slide 44: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Caption (1) An advertisement's headline; (2) The text accompanying an illustration or photograph. C Marketing Management Car card A poster placed in buses, subways, etc. Also called a Bus card. C Marketing Management Card rate Media rates published by a broadcast station or print publication on a "rate card." This is typically the highest rate charged by a vehicle. C Marketing Management Carrying Charge The sum paid for credit service on certain charge accounts, usually interest charged on the unpaid balance. C Marketing Management Cascading Style Sheets (CSS) Used to manipulate and easily manage the design of a website. C Marketing Management Cash Cows A term used in the Boston Group Matrix. Cash cows are low-growth businesses or products with a relatively high market share. 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. C Marketing Management Cash discount A price reduction offered to a consumer, industrial user, or marketing intermediary in return for prompt payment. Page 44 of 336
Slide 45: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Cash Flow The movement of cash coming in through sales and other revenues, and cash going out to pay for expenditures. C Marketing Management Cash On Delivery 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 relevant transportation charges. C Marketing Management Catalogs Reference books mailed to prospective customers that list, describe, and often picture the products sold by a manufacturer, wholesaler, jobber, or retailer. C Marketing Management Category development index (CDI) A comparison of the percent of sales of a product category in a market, to the percent of population in that market. C Marketing Management Category Killer A type of destination store that is usually large and concentrates on a single category, making it possible to carry a broad assortment and deep selection of merchandise at low prices. C Marketing Management Category Management Products are grouped and managed by strategic business unit categories. These are defined by how consumers views goods 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. C Marketing Management Category Manager An individual who reports to a marketing manager and is responsible for the marketing and maximization of total profit from a mix of several brands falling under a generic product category. Page 45 of 336
Slide 46: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Cattle call A process used to select a vendor in which a company solicits proposals from a number of prospective suppliers. C Marketing Management Cause Related Marketing Partnership between a company or brand and a charity or 'cause' by which the charity benefits financially from the sale of specific products. C Marketing Management CBBB Council of Better Business Bureaus. A national organization of local business bureaus. C Marketing Management Cease-and-desist order An order by the Federal Trade Commission requiring an advertiser to stop running a deceptive or unfair advertisement, campaign, or claim. C Marketing Management Census It is the collection, compiling, and dissemination of demographic, economic, and social data pertaining to people living within a defined space at a specified time. C Marketing Management Census Block Usually a well-defined rectangular area bounded by streets or roads. It may be irregular in shape and may be bounded by physical features such as railroads or streams. Census block do not cross boundaries of countries, tracts, or block numbering areas. C Marketing Management Census Tract A census tract is a small statistical subdivision of a county. Census tract data identifies population and housing statistics about a specific part of an urban area. Page 46 of 336
Slide 47: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Centers of influence Customers, prospective customers, or opinion leaders whose opinions and actions are respected by others. C Marketing Management Chain break A pause for station identification, and commercials, during a network telecast. C Marketing Management Chain Discount 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 dealers, the total or chain discount is $56.65 (i.e., $100-40% = $60, $60-10% = $54, $54-10% - $49.60). C Marketing Management Chain Store A store that is a single unit of a larger retail system. C Marketing 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. C Marketing Management Channel Any medium through which an encoded message is sent to a receiver, including oral communication, print media, television, and the Internet. C Marketing Management Channel Conflict Different distribution channel members (e.g. manufacturers, wholesalers, retailers) sometimes fight for the same customer, 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
Slide 48: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Channels The methods used by a company to communicate and interact with its customers. C Marketing Management Channels of distribution The routes used by a company to distribute its products, e.g., through wholesalers, retailers, mail order, etc. C Marketing Management Chartered Marketer A marketing professional who has achieved 'individual Chartered Status' awarded by the Chartered Institute of Marketing. C Marketing Management Cherry Picking The practice of selecting only a few items from a vendor's line of products and other products from a different product line, failing to purchase a complete line or classification of merchandise from a single vendor. C Marketing Management Child Protection Act This act states that toys and other children's articles that contain hazardous substances are illegal to manufacture and distribute. C Marketing Management Chromalin proof Chromalins are film proofs made using the DuPont system of mixing coloured dye powders to approximate PMS colours, putting them into solution and applying them to a carrier sheet. The film controls where the image areas will appear. CMYK dyes are used when four-colour proofs are needed. Chromalin proofs are the most expensive off-press proofing system discussed here. C Marketing Management Chrome A color photographic transparency. Page 48 of 336
Slide 49: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C CIM Training CIM Training are the Training Arm of The Chartered Institute of Marketing - to train marketing and sales professionals C Marketing Management Cinema advertising Advertising in movie theaters. C Marketing Management Circulation A statistical measure of a print medium's audience; includes subscription and vendor sales and primary and secondary readership. C Marketing Management Classic Merchandise The merchandise that is not influenced by style changes for which a demand virtually always exists. C Marketing Management Classical Conditioning Also called "pavlovian conditioning" and "respondent conditioning", is a type of learning caused by the association (or pairing) of two stimuli. C Marketing Management Classified ads Small advertisements in newspapers or magazines, divided into categories. C Marketing Management Classifieds Classified advertising is a form of advertising which is particulalry common in newspapers and other periodicals. Page 49 of 336
Slide 50: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Claymation An animation method that uses clay figurines. C Marketing Management Clayton Act A federal law which is an amendment to the Sherman Act dealing with antitrust regulations and unfair trade practices where business activity may substantially lessen competition or tend to create a monopoly. C Marketing Management Clearance The process by which a vehicle reviews an advertisement for legal, ethical, and taste standards, before accepting the ad for publication. C Marketing Management Clearance Sale 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 demonstration models. C Marketing Management Clearing House The central processing location where coupons or other sales promotion offers are collected, reviewed, and sorted for payment or fulfillment. C Marketing Management Click fraud A form of theft perpetrated against advertisers who are paying per click for traffic, in which fraudsters may use automated means to click on your ads from spoofed IP addresses over random periods of time. C Marketing Management Clicks Each time a visitor clicks on our web site. Page 50 of 336
Slide 51: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Click-Stream The order of pages that people are visiting on a web site. It is used to indicate inform future design, identifying which elements of a site are effective, and which are not. C Marketing Management Click-through The act of a user clicking on an internet advertisement that opens a link to the advertiser's website. C Marketing Management Click-Through-Rate The number of click-throughs per online advertising impression, expressed as a percentage or exposure (often unique visitors to a page or page views). A click on a link that leads to another website. C Marketing Management Click-Tracking The use of scripts in order to track inbound and outbound links C Marketing Management Client The ad agency's term for the advertisers it represents. C Marketing Management Cloaking One of the most popular black hat methods, in which the visitor to the site is shown a page optimized to their search request, while the search engine spiders see a completely different set of pages designed to rank well. C Marketing Management Closing A Sale When the customer agrees to buy and undertakes to pay (e.g. signs an order form). Arguably, it is the most difficult part of selling. Page 51 of 336
Slide 52: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Closing date The date when all ad materials are due at a publication for a specific issue. C Marketing Management Cluster Analysis Statistical techniques concerned with the development of natural groupings of objects based on the relationships of the variables describing the objects. C Marketing Management Clustering A statistical method of forming natural groupings in which a number of important characteristics of a large diverse group are identified in order to define target markets. In demographics, clustering refers to the gathering of various populations based on ethnicity, economics or religion. C Marketing Management Clutter When an advertisement is surrounded by other ads, thereby forcing it to compete for the viewer's or listener's attention. C Marketing Management Coated stock Paper with a slick and smooth finish. C Marketing Management Cognition Knowing, awareness, perception. C Marketing Management Cognitive dissonance is an customer effect commonly observed after a major purchase whereby the customer feels 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
Slide 53: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Cognitive theory Cognitive psychologist tend to see second language acquisition as the building up of knowledge systems that can eventually 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. C Marketing Management Cohort A group or band of people or a generational group as defined in demographics, statistics, or market research. C Marketing Management Coincidental survey A survey of viewers or listeners of broadcast programming, conducted during the program. C Marketing Management Cold type Refers to most modern typesetting methods, such as phototypesetting, because they do not involve pouring hot molten metal into molds for different type fonts. C Marketing Management Collaborative Selling A sales technique that utilizes relationship building. C Marketing Management Collateral material Printed information on a product, service or company including brochures, flyers, sales literature and other image pieces. C Marketing 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
Slide 54: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Collusion A secret agreement between two or more parties for a fraudulent, illegal, or deceitful purpose. C Marketing Management Color proof An early full-color print of a finished advertisement, used to evaluate the ad's final appearance. C Marketing Management Color separation A full-color ad normally is generated through printing of four separate colors: yellow, cyan, magenta, and black. The color separation consists of four separate screens; one for each of those four colors. C Marketing Management Column inch A common unit of measure by newspapers, whereby ad space is purchased by the width, in columns, and the depth, in inches. For example, an ad that is three standard columns wide and 5 inches tall (or deep) would be 15 column inches. C Marketing Management Combination brand A combination brand name brings together a family brand name and an individual brand name. The idea here is to provide some association for the product with a strong family brand name but maintaining some distinctiveness so that customers know what they are getting. C Marketing Management Combination rate A special media pricing arrangement that involves purchasing space or time on more than one vehicle, in a package deal. This is frequently offered where different vehicles share a common owner. C Marketing Management Comment Tag A tag in HTML that is invisible unless viewed through the source code. Page 54 of 336
Slide 55: Encyclopedia Marketing Management (2347 Terms) Marketing Management Commercial advertising Powered by www.drawpack.com; All rights reserved. C Advertising that involves commercial interests rather than advocating a social or political cause. C Marketing Management Commercialization The last stage in the development cycle for a new product. It is commonly thought to begin when the product is introduced into the marketplace, but actually starts when a management commits to marketing the item. C Marketing Management Commission The compensation paid to salespeople based on a fixed formula related to the salesperson's activity or performance. C Marketing Management Communication The activity of conveying information. C Marketing Management Communication media The nature of the communications medium has a direct impact on the extent and quality of dialogue between instructors and learners. Learning in a one-way television programme, for example, students can make internal (silent) responses only. Correspondence by mail allows two-way interaction - even slow and less spontaneous, but perhaps more thoughtful and reflective. C Marketing Management Communication process A description or explanation of the chain-of-events involved in communicating information from one party to another. C Marketing Management Communications mix Advertising, personal selling, sales promotion and publicity, public relations and direct marketing. Page 55 of 336
Slide 56: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Community Analysis It is the analysis of a set of people. Such analyses enable librarians to know the needs of patrons and hopefully provide better 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. C Marketing Management The function of establishing rapport with the community and raising and maintaining the organisation's broad public profile. Includes marketing, advertising, media liaison, exhibitions, celebrations, ceremonies, speeches, official representation at 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. C Marketing Management Company Specific Training Training programmes specially tailored to meet company requirements for groups of 6 or more people from the same company C Marketing Management Comparative advertising The type of advertising that compares two or more brands on the basis of one or more product attributes. C Marketing Management Competition Rivalry. Similar businesses providing products or services to your potential customers. The rivalry among sellers trying to achieve such goals as increasing profits, market share and sales volume by varying the elements of the marketing mix: price, product, distribution and promotion. C Marketing Management Competition-oriented A pricing strategy that is based upon what the competition does. pricing C Marketing Management Competitive advantage A competitive advantage is a clear performance differential over the competition on factors that are important to customers. Page 56 of 336
Slide 57: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Competitive Analysis The analysis of factors that determines how well is a firm doing compared to its competitors. Factors may include: price, product, technical capabilities, quality, customer service, delivery, and other important elements. C Marketing Management Competitive Intelligence The activity of researching and conveying information about a competitor for purposes of strategic positioning or maneuvering. C Marketing Management Competitive parity A method of determining an advertising budget, designed to maintain the current "share of voice." C Marketing Management Competitive Position The position of one business relative to others in the same industry. C Marketing Management Competitor benchmarking Competitor benchmarking compares customer satisfaction with the products, services and relationships of the business with those of key competitors. C Marketing Management Competitors Companies that sell products or services in the same market place as one another C Marketing Management Complementary Products The products that are manufactured together, sold together, bought together, or used together. One aids or enhances the other. Page 57 of 336
Slide 58: Encyclopedia Marketing Management (2347 Terms) Marketing Management Comprehensive layout Powered by www.drawpack.com; All rights reserved. C A rough layout of an ad designed for presentation only, but so detailed as to appear very much like the finished ad will look. C Marketing Management Concept A briefly stated idea or theme for possible use as the organizing idea for an advertisement or marketing campaign. C Marketing Management Concept Test A qualitative or quantitative examination of consumer reactions to a proposed advertising idea. C Marketing Management Confirmation Refers to a situation in which a product performs exactly as it was expected to. Also, a written or electronic acknowledgement of a transaction. C Marketing Management Controversial strategy of deliberately confusing the customer. Examples are alleged to be found in the telecommunications Confusion Marketing market, where pricing plans can be so complicated that it becomes impossible to make direct comparisons between competing offers C Marketing Management Conjoint Analysis Measures the individual as well as joint effects of a set of variables (Bradley); helps to identify the best combination of, say, 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. C Marketing Management Consent order Also called a consent decree, this is a Federal Trade Commission order, by which an advertiser agrees to make changes in an advertisement or campaign, without the need for a legal hearing. Page 58 of 336
Slide 59: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Consignment A method of selling whereby a manufacturer or owner provides an intermediary with the merchandise while retaining title to the goods. The intermediary is free to sell the product and to pay only for goods actually sold. C Marketing Management Consolidated Buying A type of central market representation in which the authority and responsibility for product/service selection and purchase rest with a central office, rather than in the individual store units. C Marketing Management Consolidation Small shipments combined into a larger shipment to reduce transportation expenditures or the joining of two or more independent business firms into a new organization. C Marketing Management Consolidator A person or firm who provides the service of combining small shipments into larger ones, reducing overall transportation expense. C Marketing Management Conspicuous Consumption A term implying utilization for the sake of displaying to others wealth, power, or prestige. C Marketing Management Constant Dollar Method The adjustment of dollar values, by purchasing power, in order to eliminate or allow for the effects of price changes over time. C Marketing Management Consultative Selling A customized sales approach in which the salesperson is viewed as an expert and serves as a consultant to the prospect or customer. The salesperson identifies the prospects' needs and recommends the best solution - even if it means recommending a differen Page 59 of 336
Slide 60: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Consumer The end user of a product or service. Not always the buyer. C Marketing 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. C Marketing Management Consumer behavior Study of how people behave when obtaining, using, and disposing of products (and services). C Marketing Management Consumer Bill of Rights President John F. Kennedy's directive to the Consumer Advisory Council in 1962, setting forth the federal government's role in consumerism, aiding consumers to exercise their rights to safety, information, choice, and advocacy. C Marketing Management Consumer buyers Consumer buyers are those who purchase items for their personal consumption. C Marketing Management Consumer Characteristics The demographic, lifestyle and personality characteristics of the consumer. C Marketing Management Consumer Choice Model A model attempting to represent how consumers use and combine information about alternatives in order to make choices. Page 60 of 336
Slide 61: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Consumer Credit Credit used by individuals or families for the satisfaction of their own wants. C Marketing Management Consumer Credit Protection Act Also known as the Truth-in-Lending Act, requires full disclosure of terms and conditions of finance charges, and restricts the garnishment of wages. C Marketing Management Consumer decision making process The series of steps a consumer goes through in deciding to make a purchase. C Marketing Management Consumer durables Consumer durables have low volume but high unit value. Consumer durables are often further divided into White goods (e.g. fridge-freezers; cookers; dishwashers; microwaves) and Brown goods (e.g. DVD players; games consoles; personal computers). C Marketing Management Consumer Education Formalized teaching efforts to provide consumers with skills and knowledge to allocate their resources wisely in the marketplace. Additionally, to have full knowledge of issues associated with specific products or services, trends, and issues. C Marketing Management Consumer Information Policies aimed at providing consumers with marketplace information and fostering effective utilization leading to improved consumer choice. C Marketing 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
Slide 62: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Consumer markets Consumer markets are the markets for products and services bought by individuals for their own or family use. C Marketing Management Consumer Price Index A statistical measure maintained by the U.S. government that shows the trend of prices of products and services purchased by consumers. C Marketing Management Consumer Product Safety Act This act established the Consumer Product Safety Commission and transferred a variety of product safety functions previously assigned to other agencies to this commission. C Marketing Management Consumer Protection The body of federal, state, and local government legislation designed to assure safety, purity, quality, and efficacy of many products and services and the reliability of statements in advertising about them. C Marketing Management Consumer Satisfaction The degree to which a consumer's expectations are fulfilled or surpassed by a product. C Marketing Management Consumer stimulants Promotional efforts designed to stimulate short-term purchasing behavior. Coupons, premiums, and samples are examples of consumer stimulants. C Marketing Management Consumer An individual who buys and uses a product or service. Page 62 of 336
Slide 63: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Consumerism Consumerism is a term used to describe the effects of equating personal happiness with purchasing material possessions and consumption. C Marketing Management Consumption The direct and final use of goods or services in satisfying an individual‘s wants. C Marketing Management Container premium Special product packaging, where the package itself acts as a premium of value to the consumer. C Marketing Management Content cloaking A sort of bait-and-switch tactic in which Web pages are designed with codes, keywords, and other verbiage that are hidden to 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. C Marketing Management Content Validity The ability of the items in a measuring instrument or test to adequately measure or represent the content of the property that the investigator wishes to measure. C Marketing Management Contest A consumer sales promotion technique requiring the participant to use specific skills or abilities to solve or complete a problem in order to qualify for an award. C Marketing Management Contextual Advertising Online advertising that appears next to related non-search-engine-generated content, such as news articles. Page 63 of 336
Slide 64: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Contingency Planning The development of a management plan that uses alternative strategies to ensure project success if specified risk events occur. C Marketing Management Contingency Plans Alternative plans prepared in case things do not go according to the main marketing plan. C Marketing Management Continuity Scheduling advertisements to appear at regular intervals over a period of time. C Marketing Management Continuity Program Any type of consumer sales promotion technique that encourages customers to purchase products on a continuing basis or over time. Some examples include: frequent flyer miles, points, coupons, etc. C Marketing Management Continuous advertising Scheduling advertisements to appear regularly, even during times when consumers are not likely to purchase the product or service, so that consumers are constantly reminded of the brand. C Marketing Management Continuous market research Continuous research involves interviewing the same sample of people, repeatedly. C Marketing Management Continuous tone art Where a photograph or other art depicts smooth gradations from one level of gray to another. Page 64 of 336
Slide 65: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Contract The agreement between two or more people that creates an obligation to do or not to do a particular thing. Its essentials are competent parties, subject matter, legal consideration, mutuality of agreement, and mutuality of obligation. C Marketing Management Contribution Contribution per unit can be defined as selling price less variable costs. Overall contribution is the difference between total sales revenues and variable costs. C Marketing Management Control Group A group of subjects in an experiment who are not exposed to any of the experimental treatments or alternatives. C Marketing Management Controlled (qualified) Publications, generally business-oriented, that are delivered only to readers who have some special qualifications. Generally, publications are free to the qualified recipients. circulation C Marketing Management Convenience Product A consumer good and/or service (such as soap, candy bar, and shoe shine) that is bought frequently, often on impulse, with little time effort spent on the buying process. A convenience product usually is low-priced and is widely available. C Marketing Management Convenience Sample A nonprobability sample of individuals who just happen to be where the study is being conducted when it is being conducted. C Marketing 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
Slide 66: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Convergent Validity The general agreement among ratings, gathered independently of one another, where measures should be theoretically related. C Marketing Management Conversion Rate 1) The percentage of a specified audience that takes a desired action such as responding to a direct mail campaign or making 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. C Marketing Management Cookie 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 build profiles of repeat users of a website. C Marketing Management Cooperative (Co-op) program A system by which ad costs are divided between two or more parties. Usually, such programs are offered by manufacturers to their wholesalers or retailers, as a means of encouraging those parties to advertise the product. C Marketing Management Cooperative advertising Advertising paid for by both the national (brand name) and the local advertiser. Also, advertising in which several normally competing firms get together to do a common selling job. C Marketing Management Cooperative Marketing The process by which independent producers, wholesalers, retailers, consumers, or combinations of them act collectively in buying or selling or both. C Marketing Management Copy The words that make up the headline and message of an advertisement or commercial. Page 66 of 336
Slide 67: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Copy platform See Creative Strategy , below. C Marketing Management Copy testing Research to determine an ad's effectiveness, based on consumer responses to the ad. C Marketing Management Copyright The law that protects an author's original material, usually (in the UK) for 70 years after the author's death. Similar law covers logos and brand names C Marketing Management Copywriter A copywriter is a person who writes text, or copy, for clients. Most copywriters work in advertising or marketing, producing copy that's intended to persuade a reader to buy a product or service or otherwise take action. C Marketing Management Copywriting Creative process by which written content is prepared for advertisements or marketing material C Marketing Management Core product The set of problem-solving or need-meeting benefits that customers are buying when they purchase a product. Customers are rarely prepared to pay a premium for these elements of a product. C Marketing Management Corporate advertising Building the image of a responsible corporate entity, attracting good talent and reinforcing the corporate mission. Page 67 of 336
Slide 68: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Corporate advertising A campaign that promotes a corporation, rather than a product or service sold by that corporation. campaign C Marketing Management Corporate Culture The patterns and norms that govern the behavior of a corporation and its employees, particularly shared values, beliefs, and customs. C Marketing Management Corporate identity A company's name, logo, typeface, colors, slogan, etc., are elements that help comprise its corporate identity. Motto Advertising has produced effective corporate identity packages for many new and long-established organizations. C Marketing Management Corporate Relations The use of communication and public relations techniques to build favorable attitudes toward a particular company with competitors, consumers, the financial community, stockholders, and other publics. C Marketing Management A complex mix of characteristics, such as ethos, identity and image, that go to make up a company's public personality. 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' C Marketing Management Corporate Strategy 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 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. C Marketing Management Corrective advertising Advertisements or messages within advertisements that the Federal Trade Commission orders a company to run, for the purpose of correcting consumers' mistaken impressions created by prior advertising. Page 68 of 336
Slide 69: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Correlation A statistical relationship between variables such as sales of ice cream and the weather. C Marketing Management Correlation Analysis A statistical technique used to measure the closeness of the linear relationship between two or more intervally scaled variables. The purpose of correlation analysis is to measure the strength of the relationship between two variables. The 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. C Marketing Management Cost Analysis A sales management evaluation and control method for monitoring sales force performance. A cost analysis involves monitoring selling costs across individual salespeople, districts, products, and customer types. When combined with the data from a sales ana C Marketing Management Cost Center A division, department, or subdivision or any other unit of activity into which a business is divided for cost assignment and allocation. C Marketing Management Cost efficiency For a media schedule, refers to the relative balance of effectively meeting reach and frequency goals at the lowest price. C Marketing Management Cost leadership A strategy of producing goods at a lower cost than the competition. This usually requires the business to enjoy higher economies of scale or have some kind of productivity advantage. C Marketing Management Cost per Acquisition/Action (CPA) Online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations. Page 69 of 336
Slide 70: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C 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. C Marketing 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. C Marketing Management Cost per rating point (CPP) The cost, per one percent of a specified audience, of buying advertising space in a given media vehicle. C Marketing Management Cost per thousand (CPT) This is a standard measurement used for determining the cost effectiveness for a specific medium. It compares the cost of the advertisement to the number of impressions to your target audience. C Marketing Management Cost Plus A common method of setting price is to estimate the costs of a product and add a percentage to achieve a certain margin of profit. This is known as Cost-plus Pricing, and there are several problems with it. Most companies don't actually know what 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% ? C Marketing Management Cost Plus Pricing A method of determining the price of a product or service that uses direct costs, indirect costs, and fixed costs. These costs are converted to per unit costs for the product and then a predetermined percentage is added to provide a profit margin. C Marketing Management Cost-Per-Action Where you pay for a specified action such as a purchase. Page 70 of 336
Slide 71: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C 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. C Marketing Management Counter A program or script that counts hits/visits to a page. C Marketing Management Counter advertising Advertising that takes a position contrary to an advertising message that preceded it. Such advertising may be used to take an opposing position on a controversial topic, or to counter an impression that might be made by another party's advertising. C Marketing Management Coupon Redemption The use of a seller's value certificate at the time of purchase to obtain a lower price than normal. C Marketing Management Coverage A measure of a media vehicle's reach, within a specific geographic area. C Marketing Management CPM Stands for Cost-Per-Thousand. It is the cost of using the media vehicle to reach 1,000 people or households. C Marketing 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
Slide 72: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Creative director Creative Director is a job usually found within the advertising, media or entertainment industries. The job entails overlooking 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. C Marketing Management Creative Process The cognitive process of generating ideas, usually for promotional purposes. C Marketing Management Creative strategy An outline of what message should be conveyed, to whom, and with what tone. This provides the guiding principles for copywriters and art directors who are assigned to develop the advertisement. Within the context of that assignment, any ad that is then created should conform to that strategy. The written statement of creative strategy is sometimes called a "copy platform." C Marketing Management Creative Strategy An outline of the targeted messages that will provide the guiding principles for the development of marketing materials. C Marketing Management Creatives The art directors and copywriters in an ad agency. C Marketing Management Credence Qualities Credence values' are those values that are hard to evaluate even after the service. Even with experience, performance may still be difficult to measure. How do you know if your car service, face lift, or rewiring is of high quality? These are 'credence qualities' - features that are hard to evaluate even after the event. These often abstract variables make buying services more risky. C Marketing Management Crisis Management An attempt by an organization to reduce, minimize, or control the impact of a negative event through various communication techniques. Page 72 of 336
Slide 73: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C CRM Also referred to as customer relationship management, CRM is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way. C Marketing Management Crop To eliminate or cut off specific portions of a photograph or illustration. C Marketing Management Crop marks Marks to indicate which portions a photograph or illustration are to be used, and which are to be eliminated. C Marketing Management Cross Linking Multiple sites linking to each other. C Marketing Management Cross promotion A technique in which marketing partners share the cost of a promotional campaign that meets their mutual needs. C Marketing Management Cross Selling A consumer sales promotion technique in which the manufacturer or retailer attempts to sell the consumer products related to a product the consumer already uses or which the marketer has available. C Marketing Management Cross Tabulation A count of the number of cases that fall into each of several categories when the categories are based on two or more variables being simultaneously considered. Page 73 of 336
Slide 74: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Cross-selling Using a customer‘s buying history to select them for related offers, e.g. a car alarm for new car buyers. C Marketing Management Culture The philosophy of a company, reflected in aims such as the maximisation of customer satisfaction C Marketing Management Cume persons The total number of different persons who listen to a Radio station during a daypart for at least five consecutive minutes. C Marketing Management Cume rating The Cume Persons audience expressed as a percentage of all persons estimated to be in the specified demographic group. Formula: Cume Persons divided by the population x 100 = Cume Rating (%) C Marketing Management Cumes An abbreviation for net cumulative audience. Refers to the number of unduplicated people or homes in a broadcast program's 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. C Marketing Management Customer A person or company who purchases goods or services (not necessarily the end ?consumer?) C Marketing 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
Slide 75: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. C Customer demand Consumer demand is a want for a specific product supported by an ability and willingness to pay for it. C Marketing Management Customer Lifetime Value (CLV) The profitability of customers during the lifetime of the relationship, as opposed to profitability on one transaction. C Marketing Management Customer loyalty Feelings or attitudes that incline a customer either to return to a company, shop or outlet to purchase there again, or else to repurchase a particular product, service or brand. C Marketing Management Customer need A need is a basic requirement that an individual wishes to satisfy. C Marketing Management Customer Relationship Management (CRM) The coherent management of contacts and interactions with customers. (This term is often used as if it related purely to the use of IT, but IT should in fact be regarded as a facilitator of CRM.) C Marketing Management Customer satisfaction The provision of goods or services which fulfil the customer‘s expectations in terms of quality and service, in relation to price paid. C Marketing Management Customer Segment A group of customers who share similar characteristics and are differentiated from other customer groups by qualities that are unique. Page 75 of 336
Slide 76: Encyclopedia Marketing Management (2347 Terms) Marketing Management Customer Service Programme Powered by www.drawpack.com; All rights reserved. C Strategy for assuring customers a positive buying experience in order to improve customer loyalty, increase cross-selling and promote advertising by word-of-mouth. See also 'customer satisfaction' C Marketing Management Customer Service Full range of activities utilized by a company for delivery of customer communications and responding to requests, inquiries, and complaints. C Marketing Management Customer wants A want is a desire for a specific product or service to satisfy the underlying need. C Marketing Management Customization Tailoring a product or service to the unique needs of a customer. Each buyer is a unique segment requiring its own product. C Marketing Management Cut An antiquated term that refers to a photograph or illustration. C Marketing Management Cutting A film editing technique that creates a quick transition from one scene to another. C Marketing Management Cyber-stealth marketing Covert attempts using the internet to boost brand image, to make websites appear more popular than they are or to manipulate search engine listings. Page 76 of 336
Slide 77: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. D DAGMAR Defining Advertising Goals for Measured Advertising Response - a model for planning advertising in such a way that its success can be quantitatively monitored D Marketing Management Dailies Also called rushes , this refers to unedited film. These are called Dailies because the film typically is viewed from a single day's shooting, even if the final commercial or program will take many days or weeks of shooting. D Marketing Management Damaged Goods Products that have been compromised in some way and do not function properly. Damage may be caused during the production, shipping, storage, or distribution. D Marketing Management Dashboard A monitoring tool that sits on a desktop computer and displays the status of varying metrics. The result is a snapshot of performance as well as comparison against an established baseline. D Marketing Management Data Cleansing The process of improving the quality of data by modifying its form or content, removing or correcting data values that are incorrect. D Marketing Management Data mining The process of searching through customer information files to detect patterns that guide marketing decision-making. D Marketing Management Data Processing The obtaining, recording and holding of information which can then be retrieved, used, disseminated or erased. The term tends to be used in connection with computer systems, and today is often used interchangeably with 'Information Technology'. Page 77 of 336
Slide 78: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. D Data Protection Act A law which makes organisations responsible for protecting the privacy of personal data. The current act (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. D Marketing Management Database A compilation of information on current and prospective customers that generally includes demographic and psychographic data as well as purchase history. D Marketing Management Database Marketing Whereby customer information, stored in an electronic database, is utilised for targeting marketing activities. Information can 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' D Marketing 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. D Marketing Management Daypart Broadcast media divide the day into several standard time periods, each of which is called a "daypart." Cost of purchasing advertising time on a vehicle varies by the daypart selected. D Marketing Management Dead Link A link that produces a 404 error, page not found. D Marketing Management Deadlines Schedules and delivery dates/times. Page 78 of 336
Slide 79: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. D Decay constant An estimate of the decline in product sales if advertising were discontinued. D Marketing Management Decentralized Management The practice of delegating decision-making authority to lower levels of management or non-managers authorized to make decisions. D Marketing Management Deceptive advertising A representation, omission, act or practice that is likely to mislead consumers acting reasonably under the circumstances. D Marketing Management Decision Maker The individual or body of individuals who have the authority to make a ―yes‖ and/or ―no‖ decision. D Marketing Management Decision Making Unit The team of people in an organisation who make the final buying decision (DMU) D Marketing Management Decision Support System A decision support system (marketing definition) is a systematic collection of data, techniques and supporting software and hardware by which an organization gathers and interprets relevant information from business and the environment and turns it 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. D Marketing Management Decline stage The fourth and final stage in the product life cycle, when falling sales and profits persist. Page 79 of 336
Slide 80: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. D Decoding The interpretation of a message by the receiver. D Marketing Management Deep Linking Connecting to a web page other than a site's home page. D Marketing Management Deep submitting Submitting all of your Website's URLs- in other words, every single page of your site- to a search engine. Most search engines forbid this practice. D Marketing Management Deferred Billing An invoicing method that enables customers to buy merchandise and not pay for a specific time period (e.g. 30 days), with no interest charge. D Marketing Management Deflation A contraction in the volume of available money or credit that results in a general decline in prices. D Marketing Management Delegate A participant at a professional training course, workshop or seminar D Marketing Management De-listing/Deindexing If search engines detect that you are using unscrupulous methods to get your site ranked, or if they regards your site as "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
Slide 81: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. D Delivery Period The normal time between the placing of an order and the receipt of the product, service, or stock. D Marketing Management Delphi Technique The Delphi method is a technique aimed at building an agreement, or consensus about an opinion or view, without necessarily 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. D Marketing Management Demand A schedule of the amounts that buyers would be willing to purchase at a corresponding schedule of prices, in a given market at a given time. D Marketing Management Demand Analysis A study of the reasons underlying the demand for a product with the intent of forecasting and anticipating sales. D Marketing Management Demand and Supply Demand is the desire for a product at the market price: supply is the quantity available at that price. D Marketing Management Demand Creation The use of price reductions or other incentives to create or increase immediate sales response for a product or service among consumers or resellers. D Marketing Management Demarketing The process of reducing the demand for a product--or decreasing consumption. Page 81 of 336
Slide 82: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. D Demographic Data Information describing and segmenting a population in terms of age, sex, income and so on, which can be used to target marketing campaigns. D Marketing Management Demographic segmentation A method of dividing markets based on vaiables, such as age, ethnic background, gender and income. D Marketing Management Demographics The statistical characteristics of the population. D Marketing Management Departmentalizing The process of classifying merchandise into sub-groups known as departments. D Marketing Management Depression A phase of the business cycle characterized by a rapid decline in gross national product and employment. D Marketing Management Depth interview A lengthy, one-to-one structured interview, examining in detail a consumer's views about a product. D Marketing Management Descriptive Labeling The use of information on labels (e.g. ingredients). Page 82 of 336
Slide 83: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. D Descriptive Research A research design in which the major emphasis is on determining the frequency with which something occurs. D Marketing Management Designated market areas (DMA) The geographical areas in which TV stations attract most of their viewers. D Marketing Management Desire A consumer‘s longing for goods or services and the third step in the AIDA model (Attention, Interest, Desire, Action). D Marketing Management Desk Research Checks secondary sources before carrying out the more expensive primary research. D Marketing Management Destination Merchandise A type of merchandise that motivates or triggers a trip to a specific store. D Marketing Management Detailing The personal sampling and other promotional work among doctors, dentists, and other professional persons relating primarily to pharmaceuticals, in order to secure distribution of a particular product. D Marketing Management Differential Advantage Is an advantage which (a) customers perceive and want (b) competition does not have. Page 83 of 336
Slide 84: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. D Differentiation A marketing strategy aimed at ensuring that products and services have a unique element to allow them to stand out from the rest. D Marketing Management Diffusion Model A model representing the contagion or spread of something through a population. Mathematical formulations to predict spread/growth. D Marketing Management Diffusion of Innovation a concept suggesting that customers first enter a market at different times, depending on their attitude to innovation and new products, and their willingness to take risks. Customers can thus be classified as innovators, early adopters, early majority, late majority and laggards. D Marketing Management Diminishing Return A law stating that if one factor of production is increased while the others remain the same, overall returns will relatively decrease after a certain point in time or quantity produced. D Marketing Management DINKY Double Income No Kids Yet - a demographic grouping D Marketing Management Direct Advertising A mass promotion issued from an advertiser by mail, email, television, salesperson, or other distribution method to individual customers or prospects. D Marketing Management Direct Costs Expenses incurred by and solely for a particular product, department, program, or sales territory. These costs may be fixed or variable. Page 84 of 336
Slide 85: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. D Direct house An advertising specialties company that manufactures and then sells its goods directly with its own sales force, rather than through retailers. D Marketing Management Direct mail The delivery of an advertising or promotional message to customers or potential customers by mail. D Marketing Management Direct marketing The planned recording, analysis and tracking of customer behaviour to develop a relational marketing strategies. D Marketing Management Direct premium A premium provided to the consumer at the same time as the purchase. D Marketing Management Direct questioning A method of pretesting designed to elicit a full range of responses to the advertising. It is especially effective for testing alternative advertisements in the early stages of development. D Marketing Management Direct response Promotions that permit or request consumers to directly respond to the advertiser, by mail, telephone, e-mail, or some other means of communication. Some practitioners use this as a synonym for Direct Marketing. D Marketing Management Direct response advertising An advertising message that asks the reader, listener, or viewer to provide feedback straight to the sender. Direct-response 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
Slide 86: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. D Direct Selling A marketing approach that involves the sale of goods and services to consumers through personal explanation and demonstrations, frequently in their home or place of work. Direct selling also refers to the practice of a manufacturer selling direct to the e D Marketing Management Directory advertising Advertising that appears in a directory (telephone directory, tourism brochure, etc.). This frequently connotes advertising that consumers intentionally seek. D Marketing Management Directory 1) A systematically organized list of persons, businesses, organizations, or associations that provides addresses, affiliations, telephone numbers, and similar information. 2) A listing of categorized Web sites that can help improve the search engine standing of included sites. D Marketing Management Disclaimer A denial or disavowal of legal claim, removing liability of the issuing party. D Marketing Management Discount A reduction in price of a particular item or service. D Marketing Management Discounted Cash Flow (DCF) A method of estimating an investment's current value based on the discounting of projected future revenues and costs. The further into the future the flow occurs, the more heavily it will be discounted. D Marketing Management Discretionary Income The amount of annual income remaining in the hands of consumers after the payment of taxes and the purchase of necessities. Page 86 of 336
Slide 87: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. D Discriminate Analysis The science of determining significant differences, and the nature of these differences, between two or more subjects or groups. These subjects or groups are defined in terms of many variables. D Marketing Management Disintermediation Cutting out the middleman (for example, wholesalers and retail stores) and selling from the manufacturer directly to the customer. D Marketing Management Display A special exhibit of a product at the point of sale. D Marketing Management Display advertising Display advertising is a type of advertising in periodicals which can appear on the same page with, or a page adjacent to, general editorial content as opposed to classified advertising, which generally appears in a distinct section. It is also further 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. D Marketing Management Display type Any type that stands out from the rest of the type on a page which attracts attention of the reader. D Marketing Management Disposable Income An individual‘s or household‘s annual income less federal, state, and local taxes. D Marketing Management Dissatisfaction A lack of fulfillment which occurs when pre-purchase expectations are not met. Page 87 of 336
Slide 88: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. D Dissolve Fading from one scene to another in a film or television production. D Marketing Management Distance Learning study at home via CD-Rom and workbooks D Marketing Management Distribution The process of getting the goods from the manufacturer or supplier to the user. D Marketing Management Distribution channel The network of organisations necessary to distribute goods or services from the manufacturers to the consumers; the distribution channel therefore potentially consists of manufacturers, distributors, wholesalers, and retailers. D Marketing Management Distribution Penetration Penetrating the distribution network to a certain level to ensure its availability to customers. D Marketing Management Distributor A company or person that distributes a manufacturer's goods to retailers. The terms "wholesaler" and "jobber" are sometimes used to describe distributors. D Marketing Management Diversification An increase in the variety of goods and services produced by an individual enterprise or conglomerate. It may be encouraged, 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
Slide 89: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. D Divest 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 resources elsewhere (e.g. investing in the more promising "question marks"). D Marketing Management Dogs A term used in the Boston Group Matrix. Unsurprisingly, the term "dogs" refers to businesses or products that have low relative share in unattractive, low-growth markets. Dogs may generate enough cash to break-even, but they are rarely, if ever, worth investing in. D Marketing Management Domain Name The name assigned to a particular web site (e.g. MarketingScoop.com). D Marketing Management Donut A recorded radio or television commercial distributed to local stations and having a blank central section to be filled with a local advertiser‘s message. D Marketing Management Door-opener A product or advertising specialty given by a sales person to consumers to induce them to listen to a sales pitch. D Marketing Management Doorway Domain A tool used to increase a Web site's position in search engine rankings. The doorway domain page is designed to score well on search engine processes, but the page itself takes users to the main domain when clicked. D Marketing 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
Slide 90: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. D Double truck A two-page spread in a print publication, where the ad runs across the middle gutter. D Marketing Management Downsizing Reducing the total number of employees at a company through terminations, retirements, or spin-offs. D Marketing Management DRIP Framework Differentiate - Reinforce - Inform - Persuade. D Marketing Management Drip Marketing Promotional strategies that target an audience with promotional pieces many times over the life of a campaign D Marketing Management Drive time Used in radio, this refers to morning and afternoon times when consumers are driving to and from work. See Daypart , above. D Marketing Management Drop Shipment The physical sending of products direct from the supplier to the customer. D Marketing Management Dubs Duplicates of radio commercials made from the master tape and sent to stations for broadcast. Page 90 of 336
Slide 91: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. D Dummy A term used to describe the preliminary assemblage of copy and art elements to be reproduced in the desired finished product; also called a comp. D Marketing Management Dumping The practice of selling a product at a lower price overseas than domestically. D Marketing Management Dupes Copies of a finished television commercial that are delivered to the networks or TV stations for airing. D Marketing Management Duplicated audience That portion of an audience that is reached by more than one media vehicle. D Marketing Management Durables Consumer products can be categorised by perishability or durability. Consumer durables like TVs and fridges are very different from non-durables like soft drinks and detergents - fmcg's - fast moving consumer goods. D Marketing Management Dwell Time The amount of time a customer/user spends in time waiting in line. D Marketing 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
Slide 92: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. D Dynamic Content A page using dynamic content will change that content depending on what search phrase is used. The pages use scripting languages such as PHP combined with a database to display a number of variables. D Marketing Management Dynamic Page A page that generates content ―on-the-fly‖ as a user requests the page. E Marketing Management Early adopters People who choose new products carefully and are often consulted by people from the remaining adopter categories. E Marketing Management Early majority People who adopt products just prior to the average person. E Marketing Management Earned Income The income resulting from work or services performed as compared to income from different sources such as investments or rent. E Marketing Management Earned rate A discounted media rate, based on volume or frequency of media placement. E Marketing Management E-commerce or Emarketing Marketing conducted electronically, usually over the Internet. Page 92 of 336
Slide 93: Encyclopedia Marketing Management (2347 Terms) Marketing Management Economic Environment Powered by www.drawpack.com; All rights reserved. E Part of the macroenvironment encompassing wealth, income, productivity, inflation, credit, employment, etc. which affect the agency/library's markets and opportunities. E Marketing Management Economic Value Added (EVA) EVA is an estimate of true economic profit after making corrective adjustments to GAAP accounting, including deducting the opportunity cost of equity capital. E Marketing Management Economics The branch of social science that deals with the production and distribution and consumption of goods and services and their management. E Marketing Management Economies of scale The savings derived from producing a large number of units of a particular product. E Marketing Management Economy Pack A merchandising phrase pointing out savings by bundling several products as a single item in one package. E Marketing Management EDI An inter-company application-to-application exchange of business transactions in a standard data format. Often a computer-tocomputer transfer of information, usually orders, between or among retailers, wholesalers, and manufacturers. E Marketing Management Editing The review and correction of written text. Page 93 of 336
Slide 94: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. E Effective reach The percentage of the target audience that is exposed to the advertising schedule a sufficient number of times to produce a positive change in awareness, attitude or purchasing action-- based on the concept that exposure below the effective frequency has little or no value. E Marketing Management Efficient Consumer Response (ECR) Having the right product in the right place at the right price with the right promotions. See also 'category management', with its emphasis on how products look to the customer - is seen as an integral part of achieving ECR. E Marketing Management EFQM The EFQM Excellence Model is a framework for organisational management systems, promoted by the European Foundation for Quality Management (EFQM) and designed for helping organizations in their drive towards being more competitive. E Marketing Management Ego Based upon Freudian Theory, the ego is one aspect of the three parts of the personality. The ego is the executive, or the planner, compromising between the demands for immediate gratification of the id and the pristine rigidity of the superego (conscience E Marketing Management Eighty-twenty rule A rule-of-thumb that, for the typical product category, eighty percent of the products sold will be consumed by twenty percent of the customers. E Marketing Management Elastic Demand A situation in which a cut in price increases the quantity consumed in the market enough to increase the total revenue generated. E Marketing 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
Slide 95: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. E Elasticity Price elasticity, or price sensitivity, suggests the sales changes in unit sales affected by changes in price. E Marketing Management Elasticity Co-efficient A measure of the responsiveness of the quantity of a product consumed in a market to price changes. E Marketing Management E-Learning Interactive online tutorials, accessed via the internet or a company intranet E Marketing Management Electric spectacular Outdoor signs or billboards composed largely of lighting or other electrical components. E Marketing Management Electronic Commerce electronic exchange of information to acquire or provide products or services, to place or receive orders, to provide or obtain (E-commerce) information, and to complete financial transactions. Business transacted through electronic networks, generally over the internet. E-commerce activities generally involve the E Marketing Management Electronic data interchange (EDI) Computer-to-computer exchanges of invoices, orders, and other business documents. E Marketing Management Electronic media Any of the media used to publish information electronically (as opposed to print). Some examples are: presentation packages, annotated image catalogues, World Wide Web pages. Page 95 of 336
Slide 96: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. E Electronic Point of 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. A system whereby electronic tills are used to process customer transactions in a retail outlet. Local EPOS systems are usually E Marketing Management Em A unit of type measurement, based on the "M" character. E Marketing Management eMail A communication format that involves sending computer-based messages over telecommunication technology. E-mail can 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 E Marketing Management E-marketing General term for marketing conducted by electronic media, usually over the Internet or by e-mail. E Marketing Management Embargo The prohibition of shipment of goods or services to specified countries. E Marketing Management Emotional Selling Preposition (ESP) The unique associations established by consumers with particular products. For example, the emotional response to certain car marques ensures their continual success, even though other makers may offer superior performance at the same price. E Marketing Management Emotional-Rational Dichotomy The reasons for buying are sometimes split between emotional reasons and rational reasons. Page 96 of 336
Slide 97: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. E Employee Discount A percentage discount from retail price offered by merchandise retailers to employees. Retailers often grant a larger percentage discount on apparel that employees may be required to wear during working hours. E Marketing Management Encoding Translating an idea or message into words, symbols, and illustrations. E Marketing 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. E Marketing Management End User A person or organization that consumes a good or service that may consist of the input of numerous manufacturers or service providers. E Marketing Management Endorsement The promotion of some kind of product recommendation or affirmation, usually from a celebrity, implying to the potential customer that a product is good. E Marketing Management End-user The person who actually uses a product, whether or not they are the one who purchased the product. E Marketing 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
Slide 98: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. E Envelope stuffer A direct mail advertisement included with another mailed message (such as a bill). E Marketing Management Environment A complex set of physical and social stimuli in the external world of consumers. E Marketing Management Environmental Analysis An analysis of alternative actions and their predictable short-term and long-term environmental effects, incorporating physical, biological, economic, and social considerations. E Marketing Management Environmental Monitoring The process of checking, observing, or keeping track of something for a specified period of time or at specified intervals. E Marketing Management EPA The Environmental Protection Agency, a federal agency formed in 1970 that regulates the amount of pollutants manufacturers can emit. E Marketing Management Equal time A Federal Communications Commission requirement that when a broadcaster allows a political candidate broadcast a message, opposing candidates must be offered equal broadcast time. E Marketing 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
Slide 99: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. E Erratic Demand A pattern of demand for a product that is varied and unpredictable. E Marketing Management Error Log File A server log file which records errors encountered. E Marketing Management Ethical Marketing Marketing that takes account of the moral aspects of decisions. E Marketing Management Ethics In philosophy, the study and evaluation of human conduct in the light of moral principles. Moral principles may be viewed either as the standard of conduct that individuals have constructed for themselves or as the body of obligations and duties that a pa E Marketing Management Ethnography A detailed, descriptive study of a group and its behavior, characteristics, and culture. E Marketing Management Evaluative criteria The standards a consumer uses for judging the features and benefits of alternative products. E Marketing 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
Slide 100: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. E Ex Parte A regulatory practice of pre-testing proposed regulatory rules in an effort to get reactions and comments from shippers, carriers, and other interested parties. E Marketing Management Exchange A central marketplace with established rules and regulations where buyers and sellers meet to trade. E Marketing Management Exclusive distribution can have two different meanings: 1. When intermediaries like agents or distributors want to be the only 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. E Marketing Management Exhibitions A display of goods by one or more organisations to potential customers. A form of sales promotion. e.g. the motor show at Birmingham NEC. E Marketing Management Expansionistic pricing is a more exaggerated form of penetration pricing and involves setting very low prices aimed at 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. E Marketing Management Expediter A service provider who works to speed up a shipment for delivery. E Marketing 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
Slide 101: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. E Experience Curve Reductions in unit costs comes from the Experience Curve. As the organisation produces more, it becomes more efficient. 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. E Marketing Management Experience Qualities Experience qualities - Buyers with experience draw upon experience qualities - previous experiences of the service in terms of say, speed, friendliness, performance etc. E Marketing Management Experience Survey A series of interviews with people knowledgeable about the general subject being investigated. E Marketing Management Experiential Marketing A type of marketing that attempts to evoke a strong emotional response, often by the use of sensory techniques, to create an affinity between a product and a potential buyer. Used by companies such as Apple Computer to create an aesthetically driven consu E Marketing Management Experimental Design A research investigation in which the investigator has direct control over at least one independent variable and manipulates at least one independent variable. E Marketing Management Experimental method Research method using random assignment of subjects and the manipulation of variables in order to determine cause and effect. E Marketing Management Exploratory research # Exploratory research often represents a poorly defined problem area. It is difficult to produce concrete, focused results, and it will be more difficult to find relevant references to existing body of knowledge. Page 101 of 336
Slide 102: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. E Exploratory Research Searches for the issues which sometimes need to be included in a bigger quantitative survey. E Marketing Management Export Marketing The marketing of goods or services to overseas customers. E Marketing Management Exposure Consumers who have seen (or heard) a media vehicle, whether or not they paid attention to it. E Marketing Management Expressed Warranty A guarantee supplied by a retailer or manufacturer, detailing the terms of a warranty in simple and easily understood language. This helps customers understand what is and what is not covered by the warranty itself. E Marketing Management Extensive Problem Solving Process of searching for, collecting and carefully evaluating information about a product or service before deciding on which brand to buy. See High Involvement. E Marketing Management External Analysis Study of the external marketing environment, including factors such as customers, competition, and social change. E Marketing Management External Data Data that originate outside the organization for which research is being done. Page 102 of 336
Slide 103: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. E External Environment Factors (conditions, trends, and forces) essentially outside the control of organizational members. External environmental scans are conducted to identify important factors in the external environment. E Marketing Management External Stimulus A cue to action that is outside an individual‘s self and/or control. E Marketing Management Extinction pricing Extinction pricing has the overall objective of eliminating competition, and involves setting very low prices in the short term in order to ‗under-cut‘ competition, or alternatively repel potential new entrants. E Marketing Management Extrinsic Reward A reward that is external to the individual. Common examples include such things as money or food. E Marketing Management Eye tracking A research method that determines what part of an advertisement consumers look at, by tracking the pattern of their eye movements. F Marketing Management Face Value The printed financial value of a coupon. The face value can be a specific monetary amount, a percentage discount, or combination offer with another product. F Marketing Management Facings Refers to the number of billboards used for an advertisement. Page 103 of 336
Slide 104: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. F Fact Sheet A document that provides basic information about a product or service including its specifications and features. F Marketing Management Factor Analysis Factor analysis is a statistical technique that originated in psychometrics. It is used in the social sciences and in marketing, product management, operations research, and other applied sciences that deal with large quantities of data. F Marketing Management Factory pack A premium attached to a product, in or on the packaging. F Marketing Management 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 nature of the information available and challenge incorrect information for purposes of correction. Act F Marketing Management Fair Packaging and Labeling Act This act requires that labels on consumer products identify the type of product being sold, the name and address of the supplier, and if appropriate, the quality and contents of each serving. F Marketing Management Fairness Doctrine Until the mid-1980s, a Federal Communications Commission policy that required broadcasters to provide time for opposing viewpoints any time they broadcast an opinion supporting one side of a controversial issue. F Marketing Management Family brand A brand name that is used for more than one product, ie, a family of products. Page 104 of 336
Slide 105: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. F Family life cycle The stages of family life based on demographic data that are useful in defining the markets for certain goods and services. Each group has its own specific and distinguishable needs and interests. F Marketing Management FAST Marketing Focused Advertising Sampling Technique: an approach concentrating promotions into a short space of time to saturate the market. F Marketing Management Fast-moving consumer goods Fast-moving consumer goods are those that sell in high volumes, with low unit value, and have fast consumer repurchase. Good examples include ready meals, baked beans, newspapers etc. F Marketing Management Fax Preference Service (FPS) A database of business and individual telecoms subscribers who have elected not to receive unsolicited direct marketing faxes. F Marketing Management FCC Federal Communications Commission. The federal agency responsible for regulating broadcast and electronic communications. F Marketing 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. F Marketing Management Feature Story 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 deadline. Feature stories are often human interest-related and contain more background information than typically found in Page 105 of 336
Slide 106: Encyclopedia Marketing Management (2347 Terms) Marketing Management Federal Communications Commission Powered by www.drawpack.com; All rights reserved. F A federal regulatory agency responsible for supervising radio and television broadcasting. F Marketing Management Federal Trade Commission The FTC is responsible for enforcing the Federal Trade Commission Act, which prohibits "unfair methods of competition" and "unfair or deceptive acts or practices." F Marketing Management Feedback Response to an inquiry or experiment. F Marketing Management Feel-Felt-Found Method A method used by salespeople to helpfully respond to prospect objections by showing how other prospects have held similar views before buying the same product or service. F Marketing Management Field Experiment A research study in a realistic situation in which one or more independent variables are manipulated by the experimenter under carefully controlled conditions. F Marketing Management Field Marketing Field sales force is an organisation's sales force. Some organisations hire contract sales forces from a 'field marketing' agency. These agencies supply a temporary sales team for a fixed period of time, typically during seasonal peaks and during special promotions. F Marketing Management Field Salesperson A sales representative who is responsible for contacting and selling goods and services to customers in their place of business or residence. Page 106 of 336
Slide 107: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. F Fill Rate An inventory's availability goal used when setting customer service objectives, for example 80 out of 100 reference questions were answered in a workday. F Marketing Management Financial Marketing The process of planning and executing a financial concept including the development of pricing, promotion, and distribution strategies to create exchanges that satisfy the needs of the financial organization and their retail and/or institutional clients. 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. F Marketing Management First to Market (Product) Developing and launching a new product before competition launch their version. F Marketing Management Fixed Costs Fixed Costs are costs which basically remain fixed, in the short term at least, regardless of how many units are produced and sold. They include rent and rates, management salaries and so on. These are also called Fixed Overheads Costs, say £10,000. F Marketing Management Fixed-sum-per-unit method A method of determining an advertising budget, which is based directly on the number of units sold. F Marketing Management Flagging Special graphic techniques used on a product package or store shelf to call attention to particular offers such as a reduced price, bonus pack, or increased size. F Marketing Management Flagship Store The leading store within a group, usually the biggest in size and stock holding and used as a benchmark against which other stores are measured. Page 107 of 336
Slide 108: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. F Flanking An indirect strategy aimed at capturing customers within given market segments whose needs are not being served by competitors. F Marketing Management Flash Report A daily, un-audited report that is released to management, summarizing the day's sales figures for comparison with budget or perhaps last year's sales figure. F Marketing Management Flat rate A media rate that allows for no discounts. F Marketing Management Flexible Pricing A practice of selling the same product at different prices to different customers. F Marketing Management Flighting A media schedule that involves more advertising at certain times and less advertising during other time periods. F Marketing Management Floating Target A target market whose profile remains constant but whose members change over time as they drift in and out of the buying window. F Marketing Management Floor Audit The use of floor sales registers for all transactions, both cash and credit, so as to obtain from the register database, the total sales for each salesperson, department, and type of sale. Page 108 of 336
Slide 109: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. F FMCG Fast Moving Consumer Goods - such as packaged food, beverages, toiletries, and tobacco. F Marketing Management Focus group A focus group is a form of qualitative research in which a group of people are asked about their attitude towards a product, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members. In the world of marketing, focus groups are an important tool for acquiring feedback regarding new products. F Marketing Management Focus group interview A research method that brings together a small group of consumers to discuss the product or advertising, under the guidance of a trained interviewer. F Marketing Management Follow-up Post sale activities that often determine whether a one-time purchase will lead a buyer to become a repeat customer. F Marketing Management Font A typeface style, such as Helvetica, Times Roman, etc., in a single size. A single font includes all 26 letters, along with punctuation, numbers, and other characters. F Marketing Management Food and Drug Administration A legislative body that has the power to set standards for foods and food additives, to establish tolerances for deleterious substances and pesticides in foods, and to prohibit the sale of adulterated and misbranded foods, drugs, cosmetics, and devices. F Marketing Management Forced Sale 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 often done in and effort to meet the demand of creditors. Page 109 of 336
Slide 110: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. F Forecasting The process of estimating future demand by anticipating what buyers are likely to do under a given set of marketing conditions (e.g. economic confidence, disposal income, pricing levels). F Marketing Management Forecasting Models In forecasting sales, or library use, or other objectives, a variety of statistical models are used and available, offering insights otherwise difficult to obtain. F Marketing Management Foreign Trade Zones An area where goods can be made, stored, assembled, or repackaged, and then exported without incurring duties or taxes. F Marketing Management Formal research Collecting primary data directly from the marketplace using qualitative or quantitative methods. F Marketing Management Formative Research The market research, usually on target customers, carried out before a marketing program is begun to help formulate effective strategy and tactics. F Marketing Management Formula Selling A selling approach in which the sales presentation is designed to move the customer through the stages of the decisionmaking process (AIDA). F Marketing Management Forward Stock Inventory placed in a channel of distribution in advance of a customer‘s commitment. Page 110 of 336
Slide 111: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. F Four M's Money, Material, Machine and Manpower - traditional framework for viewing the resources available to a business, which can be useful when designing a marketing plan. F Marketing Management Four P's See 'marketing mix' F Marketing 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. F Marketing Management Frames An HTML technique that will allow you to display two distinct pages within one web page. It can cause problems for search engines and should be avoided if possible. F Marketing Management Franchise A form of business organization in which a firm which already has a successful product or service (the franchisor) enters into a continuing contractual relationship with other businesses (franchisees) operating under the franchisor's trade name and usuall F Marketing 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. F Marketing Management Franchising Franchising (from the French for free) is a method of doing business wherein a franchisor licenses trademarks and methods of doing business to a franchisee in exchange for a recurring royalty fee. Page 111 of 336
Slide 112: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. F Free Merchandise A trade sales promotion technique in which an additional amount of the product is offered without additional cost as an incentive to purchase. F Marketing Management Free Standing Insert A preprinted advertising page commonly offering coupons or other promotional activities, inserted into a separate publication, such as a newspaper. F Marketing Management Free-For-All A links page with nothing but links added by visitors. F Marketing Management Free-On-Board This implies loading on a transportation vehicle at some designated point. F Marketing Management Free-standing insert (FSI) An advertisement or group of ads inserted - but not bound - in a print publication, on pages that contain only the ads and are separate from any editorial or entertainment matter. F Marketing Management Freight Bill The document used by carriers to charge for transportation services provided. F Marketing Management Freight Classification All products transported by common carriers are grouped together into common freight classifications based upon the characteristic of the product that determines cost of handling and transport. Page 112 of 336
Slide 113: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. F Frequency (1) Number of times an average person or home is exposed to a media vehicle (or group of vehicles), within a given time period. (2) The position of a television or radio station's broadcast signal within the electromagnetic spectrum. F Marketing Management Frequent Shopper Program An ongoing incentive program offered by retailers to reward customers and encourage repeat business. The reward is usually based on purchase volume or number of store visits. F Marketing Management Freshbot This is the name for the Google crawlers that are known to add pages to the F Marketing Management Fringe Sizes Sizes that are either very large or very small, usually offered in very limited depth because of limited market demand. F Marketing Management Fringe time A time period directly preceding and directly following prime time, on television. F Marketing Management FTC Federal Trade Commission. The federal agency primarily responsible for regulating national advertising. F Marketing Management Fulfillment The process of gathering orders and distributing items purchased. Page 113 of 336
Slide 114: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. F Fulfillment house A coupon clearing house. A company that receives coupons and manages their accounting, verification and redemption. F Marketing Management Full cost pricing Full cost plus pricing seeks to set a price that takes into account all relevant costs of production. F Marketing Management Full position 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 editorial on the top and side of the ad. F Marketing Management Full-Cost Pricing An approach whereby prices are determined after all functional costs have been properly allocated. F Marketing Management Full-service agency An agency that handles all aspects of the advertising process, including planning, design, production, and placement. Today, full-service generally suggests that the agency also handles other aspects of marketing communication, such as public relations, sales promotion, and direct marketing. F Marketing Management Functional Discount The discount given to wholesalers or others who act in the capacity of performing distributive services that would otherwise have to be performed by the manufacturer who produced the product. F Marketing Management Fundraising The techniques used to solicit contributions or other forms of support for an organization from outside interests. Page 114 of 336
Slide 115: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. G Galley Proof A copy of the individual pages of an ad, brochure, poster or other printed material used for final proofreading of the text before final negatives are made for the printing process. G Marketing Management Galvanometer test A research method that measures physiological changes in consumers when asked a question or shown some stimulus material (such as an ad). G Marketing Management Garbology The study of examining disposed goods and other items found in the garbage to learn about consumer behavior and preferences for foods or other disposable products. G Marketing Management Gatefold Double or triple-sized pages, generally in magazines, that fold out into a large advertisement. G Marketing Management Gatekeeper Usually the individual who controls the flow of information from the mass media to the group or individual. G Marketing Management Gateway Page 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 no longer useful, as the search engines now base much of their algorithms on linking strategies. G Marketing Management Gender segmentation The segmentation of markets based on the sex of the customer. The cosmetic industry is a good example of widespread use of gender segmentation. Page 115 of 336
Slide 116: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. G General Store An establishment that sells a general line of merchandise, the most important being food. Other items may include; apparel, farm supplies, and gasoline. G Marketing Management Generic brand Products not associated with a private or national brand name. G Marketing Management Geodemographic segmentation The segmentation of consumers on the combined basis of location and certain demographic and socio-economic data G Marketing Management Geodemographics Geodemographics mixes geographic and demographic data together to find clusters of demographic groups within certain geographical areas. G Marketing Management GLAM Greying, Leisured, Affluent, Middle-aged - a demographic grouping. G Marketing Management Global Advertising The use of promotional appeals, messages, art, copy, photographs, stories, and video and film segments throughout the world. G Marketing Management Global Brand A brand that is marketed, based upon a unifying strategy, in every part of the world. Page 116 of 336
Slide 117: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. G Global Competition Global competition refers to all forms of competition on a world-wide scale. G Marketing Management Global Marketing A marketing campaign that is aimed at markets all over the world. G Marketing Management Global Retailing Any retailing activity that spans national boundaries. G Marketing Management Global sourcing Contracting to purchase goods and services from suppliers worldwide. G Marketing Management Global Strategy An approach that seeks competitive advantage with well developed strategic moves that are highly interdependent across countries. G Marketing Management Goals Specific targets for a period of time. G Marketing Management Going-rate pricing A pricing strategy that sets price largely based on the prices of competitors. Page 117 of 336
Slide 118: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. G Goods In the purchasing sense, usually refers to a physical asset or consumable being purchased (eg. stationery). G Marketing Management Goodwill An intangible asset valued according to the advantage or reputation a business has acquired (over and above its tangible assets). G Marketing Management Google The largest and most popular search engine on the web. The search engine also offers PPC and contextual advertising through its AdWords program. G Marketing Management Google Bot The crawlers which index pages into Google. G Marketing Management Google Everfiux This denotes the continuous changes in the Google search results pages. G Marketing Management Grade Labeling A system of identification that describes products by their quality, using agreed-upon numbers or letters. G Marketing Management Grassroots Marketing A strategy primarily used by small businesses without large marketing budgets. It is high-touch and focuses on customers' personal experience with a brand. Page 118 of 336
Slide 119: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. G Gravity Model A theory about the structure of market areas. The model states that the volume of purchases by consumers/users the frequency of trips to the outlets are a function of the size of the stores. G Marketing Management Gravure A printing process that uses an etched printing cylinder. G Marketing Management Gray Market Good Merchandise with a valid U.S. registered trademark that is made by a foreign manufacturer, but is imported into the United States without permission of the U.S. trademark owner. G Marketing Management Green Marketing The promotion of products that are presumed to be environmentally safe (e.g. made from recycled products). G Marketing Management Greeter A person who welcomes customers when entering a store, often providing information or assistance. G Marketing Management Grey Market Sometimes called 'silver market'. Term used to define population over a certain age - usually 65 G Marketing Management Grey Marketing (also The illicit sale of imported products contrary to the interests of a holder of a trademark, patent or copyright in the country of called Parallel sale. Importing) Page 119 of 336
Slide 120: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. G 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. G Marketing Management Gross audience The audiences of all vehicles or media in a campaign, combined. Some or much of the gross audience may actually represent duplicated audience. G Marketing Management Gross Domestic Product A national estimate of the total output of goods and services produced in a single country in a given period of time. G Marketing Management Gross impressions The sum of all exposures to an advertiser's message by way of all vehicles used in a media plan. G Marketing Management Gross Margin The difference between net sales and total cost of goods sold. G Marketing Management Gross Markdown The original amount of a markdown taken before subtraction of any markdown cancellations. G Marketing Management Gross National Product The money value of a nation's entire output of final commodities and services in a given period Page 120 of 336
Slide 121: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. G Gross Profit Net sales minus cost of goods sold. G Marketing Management Gross rating points (GRPs) The sum of ratings achieved by a specific media vehicle or schedule. G Marketing Management Group Buying The consolidating of purchasing requirements of several to many individuals. G Marketing Management Group Product Managers Marketing managers responsible for a group of products and brands. G Marketing Management Growth stage The second stage of the product life cycle. This stage is marked by a rapid surge in sales, market acceptance and overall opportunity for the good or service. G Marketing Management Growth State of Product Life Cycle Second stage during which sales/use are increasing. G Marketing Management Guarantee The declaration, expressed or implied, of the quality of goods offered for sale. Page 121 of 336
Slide 122: Encyclopedia Marketing Management (2347 Terms) Marketing Management Guaranteed circulation Powered by www.drawpack.com; All rights reserved. G A media rate that comes with the guarantee that the publication will achieve a certain circulation. G Marketing Management Guarantees and Warranties Legal documents committing a company to deal with faulty goods or services by a variety of methods including repair, replacement or compensation. G Marketing Management Guerrilla Marketing The strategy of targeting small and specialised customer groups in such a way that bigger companies will not find it worthwhile to retaliate. G Marketing Management Gulliver The name of the web crawler for Northern Light. G Marketing Management GUPPIE Green YUPPIE - a demographic grouping. See also 'YUPPIE' G Marketing Management Gutter The inside margins of two pages that face each other in a print publication. H Marketing Management Habit A learned response to a stimulus that has become automatic and routine, requiring little or no cognitive effort. Page 122 of 336
Slide 123: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. H Halftone A method of reproducing a black and white photograph or illustration, by representing various shades of gray as a series of black and white dots. H Marketing Management Halftone screen Piece of film or glass containing a grid of lines that breaks light into dots. Also called contact screen and screen. H Marketing Management Hall Tests Respondents are invited into a hall or room where research is then carried out on the new products, packs, or advertisements which are on show. H Marketing Management Halo effect 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 in all categories. H Marketing Management Handbill The term commonly used to identify a promotional piece that is either distributed to shoppers at a store or passed out door-todoor by a messenger. H Marketing Management Hard Goods Products comprised mainly of; hardware, home furnishings, and furniture and appliances as compared to soft goods, which have a textiles base. H Marketing Management Hard-Sell An approach to selling in which a salesperson attempts to control the interaction with a prospective customer and pressure him into making a purchase. Page 123 of 336
Slide 124: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. H Harvest A strategy based on the Boston Matrix. Here the company reduces the amount of investment in order to maximise the shortterm cash flows and profits from the SBU. This may have the effect of turning Stars into Cash Cows. H Marketing Management Harvesting Strategy The maximization of short-term cash flow from a business in expectation of a deterioration of market share and eventual withdrawal from the market. H Marketing Management Header Tag An HTML tag which is commonly used for page headers. H Marketing Management Header Tag 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 and contains information about the page such as title description and keywords. H Marketing Management Headline A headline is text at the top of a newspaper article, indicating the nature of the article below it. H Marketing Management Hedging The sale or purchase of a currency in forward markets for future delivery to satisfy a future obligation or obtain future payment. H Marketing Management Heterogeneous Heterogeneity - variability, or heterogeneity means that not everything or everyone is the same. In services heterogeneity 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
Slide 125: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. H Heuristic Of or relating to a usually speculative formulation serving as a guide in the investigation or solution of a problem. H Marketing Management Hidden Text Text which is invisible to the human eye because it is the same color as the background. H Marketing Management Hierarchical Organization A classic form of business structure that was adapted by business from historical religious and military organizations whereby authority flows from the person in charge through various levels of supervision. H Marketing Management Hierarchy of Effects Model An early model that depicted consumer purchasing as a series of stages including awareness, knowledge, liking, preference, conviction, and purchase. H Marketing Management Hierarchy of Needs A theory proposed by Abraham Maslow in 1943 concerning the specific order of the development of human needs. Maslow proposed that needs develop in an individual sequentially from lower to higher needs including physiological needs to safety needs, belongi H Marketing Management Hierarchy-of-effects theory A series of steps by which consumers receive and use information in reaching decisions about what actions they will take (e.g., whether or not to buy a product). H Marketing Management High Contact Activities High and Low Contact Activities - Most services have a mixture of High and Low Contact with customers. For example, the bulk of dry cleaning services are done without the customer being present (maybe in a back room) while acupuncture services 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
Slide 126: Encyclopedia Marketing Management (2347 Terms) Marketing Management High Income Countries Powered by www.drawpack.com; All rights reserved. H Countries whose income per capita are high compared to the rest of the world. H Marketing Management High Involvement High Involvement Purchases are expensive, high risk, infrequently bought products or services. Here the buyer goes through the Extensive Problem Solving process. H Marketing Management Hit 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 graphic on the page. The number of hits is not regarded as an accurate measurement of a Web site‘s popularity. H Marketing Management Hit Rate Also considered the conversion rate, it is the percentage of the desired number of outcomes received by a salesperson relative to the total activity level. H Marketing Management Hold A strategy based on the Boston Matrix. Here the company invests just enough to keep the SBU in its present position. H Marketing Management Holding power The ability to keep an audience throughout a broadcast, rather than having them change channels. It is represented as a percent of the total audience. H Marketing Management Holdover audience The percent of a program's audience that watched or listened to the immediately preceding program on the same station. Also called Inherited audience (see below). Page 126 of 336
Slide 127: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. H Holistic Marketing Creating a consistent and integrated marketing message across many channels and campaigns. H Marketing Management Hologram A three-dimensional photograph or illustration, created with an optical process that uses lasers. H Marketing Management Home Page The main page of a Web site. H Marketing Management Horizontal Buy A purchase made from a direct competitor. H Marketing Management Horizontal discount A discount on a media purchase resulting from a promise to advertise over an extended period of time. H Marketing Management Horizontal Integration The expansion of a business by acquiring or developing businesses engaged in the same stage of marketing or distribution. H Marketing Management Horizontal Marketing Horizontal marketing systems allow/encourage different organisations to share their expertise and give each other access to new customer segments. Systems Page 127 of 336
Slide 128: Encyclopedia Marketing Management (2347 Terms) Marketing Management Horizontal publications Powered by www.drawpack.com; All rights reserved. H Business publications designed to appeal to people of similar interests or responsibilities in a variety of companies or industries. H Marketing Management Host/Hostess gift A gift to a consumer who sponsors a sales demonstration party or meeting. H Marketing Management Hot composition A method of typesetting that uses molten metal to form the letters for a typeface. See Cold type, above. H Marketing Management House Account A customer, usually of considerable size, that is not assigned to a field salesperson. Rather, the customer is handled directly by executives or home-office personnel. H Marketing Management House agency An advertising agency owned and operated by an advertiser, which handles the advertiser's account. H Marketing Management House organs In-house publications that communicate happenings in the company and among the company's employees. H Marketing Management House to House Distribution Delivery of goods or literature to the consumer's front door or mailbox. Page 128 of 336
Slide 129: Encyclopedia Marketing Management (2347 Terms) Marketing Management Households using television (HUT) Powered by www.drawpack.com; All rights reserved. H The number of households in a given market watching television at a certain time. This term is used by A.C. Nielsen. H Marketing Management HTML (Hypertext Markup Language) The coded format language used for creating hypertext documents on the World Wide Web and controlling how Web pages appear. H Marketing Management HTML Email An e-mail that is formatted using hypertext markup language, as opposed to plain text. H Marketing Management Hypermarket An unusually large, limited service combination discount store, supermarket, and warehouse contained under a single roof. H Marketing Management Hypertext Generally, any text that contains links to other documents - words or phrases in the document that can be chosen by a reader and which cause another document to be retrieved and displayed. H Marketing Management Hypothesis A statement that specifies how two or more measurable variables are related. I Marketing Management i-Coach Online support service for marketing students and delegates, offering online tutorials, case studies and exercises Page 129 of 336
Slide 130: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. I ID Station identification during a commercial break in a television or radio program. I Marketing Management Idea Generation That stage of the new product development cycle in which ideas are sought for new products or services. I Marketing Management Illustrator An illustrator is a graphic artist that specializes in enhancing written text by providing a visual representation that corresponds 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). I Marketing Management Image advertising Promoting the image, or general perception, of a product or service, rather than promoting its functional attributes. Commonly used for differentiating brands of parity products (eg, "This is a woman's cigarette"). I Marketing Management IMC - Integrated Marketing Communications All communications and messages are carefully linked together to produce a coherent, distinctive, harmonic image which differentiates the product/brand against competition. It brings together all forms of communications within an organisation into a single 'Seamless Solution'. Un-integrated, or disintegrated communications send disjointed messages, dilute impact and sometimes confuse, frustrate and arguably arouse anxiety in customers. Integrated communications present a reassuring sense of order. I Marketing Management Imitative Strategy A plan that relies on products or designs produced by other companies as the foundation for its growth. I Marketing Management Implementation The stage in the strategic market planning process in which an action plan is designed to meet strategic objectives that uses available resources and given existing constraints. Page 130 of 336
Slide 131: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. I Implicit Alternative A different answer to a question that is not expressed in the available options. I Marketing Management Implicit Cost The value of an economic resource that is not explicitly charged on accounting records of a business. I Marketing Management Implied Warranty A promise of performance that is extended to the customer but unstated. I Marketing Management Import Agent A manufacturers' representative who specializes in the introduction of products into non-domestic nations. I Marketing Management Import Broker A dealer who specializes in international marketing. I Marketing Management Impressions The actual number of people who‘ve seen a specific Web page. Impres-sions are sometimes called ―page views.‖ I Marketing Management Imprinted product A promotional product, this is a product with a company logo or advertising message printed on it. Page 131 of 336
Slide 132: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. I Impulse Buy Purchase behavior that is assumed to be made without prior planning or thought. I Marketing Management Impulse buying Behaviour that involves no conscious planning but results from a powerful, persistent urge to buy something immediately. I Marketing Management In House Teams Staff from within the organisation as opposed to an outside agency e.g. in public relations team as opposed to using an outside 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. I Marketing Management Inbound Links Hyperlinks pointing to a given site from other, usually thematically related sites. Also called "backward links," they are an important component of online marketing. I Marketing Management Incentive An inducement (money, premiums, prizes) offered by sellers to reward or motivate salespeople, distributors, and/or consumers to sell orpurchase their products or services. I Marketing Management Incentive catalog company A company that creates an incentive program for sales people, and provides them with a catalog from which they can select their prize or premium. I Marketing Management Incentive Compensation Sales compensation based on performance. Page 132 of 336
Slide 133: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. I Incentive Plan The offering rewards or inducements to stimulate the sales force or channel members to achieve predetermined sales, profit, distribution, or other goals. I Marketing Management Income A flow of money, goods, and benefits to a person or an organization. I Marketing Management Income Differential The difference in income levels among people of various categories, such as different jobs, geographic areas, age classes, sexes, races and the like. I Marketing Management Income Effect A change in various patterns of consumption for a product as consumers have an increase in real income. I Marketing Management Income elasticity of demand Income elasticity of demand measures the relationship between a change in quantity demanded and a change in income. I Marketing Management In-Company Training Training programmes specially tailored to meet company requirements for groups of 6 or more people from the same company I Marketing Management Incremental Sales Units of product sold to retailers or consumers through a sales promotion in addition to the amount that would have been sold in the absence of the promotional offer. Page 133 of 336
Slide 134: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. I Incrementalism The concept that strategies are the outcome of a series of minor tactical decisions in response to problems and opportunities rather than through systematic, formal, prepared plans. I Marketing Management Independent Carrier An owner-operator or individual transporter who provides hauling services for others. I Marketing Management Independent contractor A person who is hired by a company, but works for himself/herself. The company is a client, rather than an employer. I Marketing Management Independent station A broadcast station that is not affiliated with a national network of stations. I Marketing Management Independent Store A retail outlet that is owned individually and is not part of a retail chain. I Marketing Management In-Depth Interviews A qualitative research method which involves discussions on a one-to-one basis. I Marketing Management Index The collected information in a search engine or directory that search users can query against. Page 134 of 336
Slide 135: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. I Indexing Behind-the-scenes creation of an ever-changing database based on the con-tents of web documents; search engines and filtering software use indexing to find and/or block documents containing certain words or phrases. I Marketing Management Indirect Channel A channel whereby goods and services are sold indirectly from a producer through independent wholesalers to final users. I Marketing Management Indirect Costs Costs related to expenses incurred while conducting or supporting research or other externally-funded activities but not directly attributable to a specific project. I Marketing Management Individual Brand The brand identity given to an individual product, as separate from other products in the market and from other items in the product's own line. I Marketing Management Inducements Incentives offered to overcome resistance to purchase, for example 'special offers' or money-back guarantees. I Marketing Management Industrial advertising A form of business-to-business advertising (see above), this is advertising aimed at manufacturers. This advertising typically promotes parts, equipment, and raw materials used in the manufacturing process. I Marketing Management Industrial buyers Industrial buyers are those who purchase items on behalf of their business or organisation. Page 135 of 336
Slide 136: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. I Industrial market Industrial markets involve the sale of goods between businesses. These are goods that are not aimed directly at consumers. I Marketing Management Industrial marketing The marketing of industrial products. I Marketing Management Industrialized Country A country with a market economy comprising a significant portion of world production and trade markets. I Marketing 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. I Marketing Management Inelastic Supply A situation in which the quantity offered to the market increases less than proportionately to an increase in price. I Marketing Management Inferior goods Inferior goods have a negative income elasticity of demand. Demand falls as income rises. I Marketing Management Infiltration marketing Marketers joining chat rooms posing as ordinary users in order to spread marketing messages, usually as personal endorsements. Page 136 of 336
Slide 137: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. I Inflation An economic condition characterized by a continuous upward movement of the general price level. I Marketing Management Influencer A person in a group buying situation (e.g. a family) who exerts significant influence in the final buying decision. I Marketing Management Infomediary A person or business that collects user-preference information in order to match users with vendors' products or services while protecting that information from direct access by the vendors (the term was coined by business theorist John Hagel). I Marketing Management Infomercial Infomercials are television commercials that run as long as a typical television program (roughly thirty minutes or an hour). Infomercials, also known as paid programming, are normally shown outside of peak hours, such as late at night or early in the morning. I Marketing Management Informal research The second step in the research process, designed to explore a problem by reviewing secondary data and interviewing a few key people with the most information to share. Also called exploratory research. I Marketing Management Information Audit Specifies who needs what information when. The audit can also list sources of information. I Marketing 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
Slide 138: Encyclopedia Marketing Management (2347 Terms) Marketing Management Informational Advertising Powered by www.drawpack.com; All rights reserved. I Marketing that presents factual information about a product or product usage. I Marketing Management Infrastructure Refers to the systems, facilities, and installations used for purposes of conducting the basic and advanced operations of an entity. I Marketing Management Inherited audience Same as Holdover audience, above. I Marketing Management Initial Markup The difference between the cost of merchandise and the original retail price of the good expressed as a percentage of the retail value. I Marketing Management Initiator A person in a group buying situation (e.g. a family) who first suggests buying a particular product or service. I Marketing Management Inktomi A database of search results used to power multiple search engines. I Marketing Management Innovation Development of new products, services or ways of working Page 138 of 336
Slide 139: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. I Innovators Innovators are those who adopt new products first. They are usually relatively young, lively, intelligent, socially and geographically mobile. They are often of a high socioeconomic group (―AB‘s‖). I Marketing Management In-pack premium 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 package). The term Package enclosure is also used. I Marketing Management Inquiries Consumer response to a company's advertising or other promotional activities, such as coupons. Used for measuring the effectiveness of some promotions. I Marketing Management Insert An advertisement, collection of advertisements, or other promotional matter published by an advertiser or group of advertisers, to be inserted in a magazine or newspaper. It may be bound into the publication, or be inserted without binding. See Freestanding insert, above. I Marketing Management Insertion Refers to an ad in a print publication. I Marketing Management Insertion order Written instructions from an ad agency/advertiser indicating day/date an ad is to appear, its cost, requested positioning, etc. I Marketing Management Installed Base The number of units of a durable product in use at the customer‘s premises. Page 139 of 336
Slide 140: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. I Installment Account The resulting charge account of a customer who has bought an item on a plan, providing a down payment, and pays a specified amount per month until an item is paid for in full (including a service charge). I Marketing Management Institutional advertising Advertising to promote an institution or organization, rather than a product or service, in order to create public support and goodwill. I Marketing Management Institutional Market A market for goods or services consisting of universities, schools, charities clubs and the like. I Marketing Management Institutional Marketing The marketing of products and services to both for-profit and non-profit organizations, such as corporations, universities, charitable organizations, government entities and other non-profit organizations. I Marketing Management Institutional Signage The presentation of missions, customer service policies, and other messages on behalf of a retail institution. I Marketing Management In-Store Coupon A certificate redeemable only at one specific retail store or chain. These coupons are generally distributed through newspaper advertisements, flyers, or in-store. I Marketing Management Instrumental Values Preferred modes of conduct or patterns of behavior. Page 140 of 336
Slide 141: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. I Intaglio A form of printing that results in a raised or engraved print surface. I Marketing Management Integrated Approach A management style which seeks to take account of marketing (or something else) in all decisions. Thereby marketing thinking is integrated (part of) all decision making. I Marketing Management Integrated Communications With careful planning, communications tools such as advertising, direct mail, sales promotions, point-of-sale etc. can be integrated so that the message is consistent, overall impact is increased and costs reduced. See IMC - Integrated Marketing Communications. I Marketing Management Integrated Development A process of combining diverse organizational talents and functional groups to support the creative of a new product. I Marketing Management Integrated Marketing A management concept that is designed to make all aspects of marketing communication (e.g., advertising, sales promotion, Communication (IMC) public relations, and direct marketing) work together as a unified force, rather than permitting each to work in isolation. I Marketing Management Integrated Service Provider for-hire firm that performs a range of logistics service activities such as warehousing, transportation, and other functional activities that constitute a total service package. I Marketing Management Integration The acquisition or development of businesses that are related to the company's current businesses as a means of increasing sales and/or profit and gaining greater control. Page 141 of 336
Slide 142: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. I Intellectual Property Abstract forms of property that are distinct from the physical form of property including patents, copyrights, and trademarks. I Marketing Management Intensive distribution Distributing a product through a wide variety of outlets. I Marketing Management Intention Anticipated or planned future behavior. I Marketing Management Interactive Agency A marketing agency offering a mix of Web design and development, Internet marketing, or e-business and e-commerce consulting. I Marketing Management Interactive marketing Buyer-seller communications in which the customer controls the amount and type of information received from a marketer through such channels as the Internet, CD-ROM disks, interactive 800 telephone numbers, and virtual reality kiosks. I Marketing Management Interactive media Communications channels that induce message recipients to participate actively in the promotional effort. I Marketing Management Interactive TV Enables viewers to interact with the television set in ways other than simply controlling the channel and the volume and 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
Slide 143: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. I Intercept Store A place of business that stops consumers passing by it o engage in some type of transaction. I Marketing Management Inter-media comparison Rarely used comparison of the cost effectiveness, advertising effectiveness, target demographics, etc of various media (eg television Vs radio, newspapers Vs magazines) to ascertain their overall effectiveness. I Marketing Management Intermediaries Organisations or individuals in the distribution channel e.g. wholesalers and retailers. I Marketing Management Intermodal Transportation The movement of goods that combines two or more modes of transportation. I Marketing Management Internal Analysis The study of a company's internal marketing resources in order to assess opportunities, strengths or weaknesses I Marketing Management Internal Customers Employees within an organisation viewed as consumers of a product or service provided by another part of the organisation 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. I Marketing Management Internal marketing The process of eliciting support for a company and its activities among its own employees, in order to encourage them to 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
Slide 144: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. I Internal Validity One criterion by which an experiment is evaluated; the criterion focuses on obtaining evidence demonstrating that the variation in the criterion variable was the result of exposure to the treatment or experimental variable. I Marketing Management International advertising Advertising aimed at foreign markets. I Marketing Management International Marketing The conduct and co-ordination of marketing activities in more than one country I Marketing Management International Monetary Fund A multinational organization whose objective is to promote international financial cooperation and coordinate the stabilization of exchange rates. I Marketing Management International Retailing Selling activity by a business that reaches across national boundaries. I Marketing Management Internet An all-purpose global network composed of 48,000 or more different networks around the globe that, within limits, let anyone with access to a personal computer send and receive images and data anywhere. I Marketing Management Internet marketing The use of the Internet to advertise and sell goods and services. Internet Marketing includes pay per click advertising, banner ads, e-mail marketing, search engine marketing (including search engine optimization), blog marketing, and article marketing. Page 144 of 336
Slide 145: Encyclopedia Marketing Management (2347 Terms) Marketing Management Internet Service Provider (ISP) Powered by www.drawpack.com; All rights reserved. I Short for Internet Service Provider, an ISP is a company that provides access to the Internet. I Marketing Management Interpersonal Factors Influences or forces on the consumer due to other individuals his or her physical space or sphere of activity. I Marketing Management Inter-selling The process of exchanging goods at specific prices between and among departments to facilitate larger transactions and to make it more convenient for the customer to accessorize. I Marketing Management Interval Scale A measurement in which the numbers assigned to the attributes of an object or class of objects allow comparison of the size of the differences among and between objects. I Marketing Management Intra-media comparison Rarely used comparison of the various promotional options for a given medium, eg The Times Vs The Independent. I Marketing Management In-Transit A condition that exists when merchandise has been shipped from the vendor and has not yet arrived at the buyer's receiving dock. I Marketing 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
Slide 146: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. I Introduction stage A product's first appearance in the marketplace, before any sales or profits have been made. I Marketing Management Introductory phase The initial phase of the product life cycle (also called the pioneering phase) when a new product is introduced, costs are highest, and profits are lowest. I Marketing Management Invention A new device, process, etc., that has been created. I Marketing Management Inventory Goods or merchandise available for resale. I Marketing Management Inventory Analysis the classification of goods held in inventory according to sales volume; the classification is used primarily to determine stock location within the warehouse. I Marketing Management Inventory Control Procedures used to ensure that desired levels of stock are maintained I Marketing Management Inventory Management The process of acquiring and maintaining a proper assortment of merchandise while keeping ordering, shipping, handling, and other related costs in check. Page 146 of 336
Slide 147: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. I Inventory Turnover The number of times that average inventory is sold during a specific period of time. I Marketing Management Investment Strategy A plan that specifies the requirements for funds needed to achieve a competitive advantage. Also, the outcomes expected from the allocation of these funds. I Marketing Management Involvement The level of interest, emotion and activity which the consumer is prepared to expend on a particular purchase. I Marketing Management IP Address A unique number which identifies a computer or system IP Spoofing An illegal process of faking an IP address I Marketing Management IPS Institute of Professional Sales, sister institute to The Chartered Institute of Marketing. IPS provide in-depth training and development at every stage of the sales career I Marketing Management IPTV Internet Protocol Television. Technology allowing television and video signals to be received via an internet connection. I Marketing 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
Slide 148: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. I Island position A print ad that is completely surrounded by editorial material, or a broadcast ad surrounded by program content, with no adjoining advertisements to compete for audience attention. J Marketing Management JavaScript A scripting language developed by Netscape and used to create interactive Web sites. J Marketing Management Jingle A jingle is a memorable advertising slogan usually set to an engaging melody, mainly broadcast on radio and television 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. J Marketing Management JIT Just In Time delivery is a system which delivers exact quantities only when they are required and ready to be used immediately. J Marketing Management Job Lot A promotional grouping of merchandise through which some vendors dispose of end-of-season surpluses and incomplete assortments. J Marketing Management Jobber Synonymous with a wholesaler, a middleman who buys from manufacturers domestic or foreign and sells to retailers. J Marketing Management Joint Venture A business entity or partnership formed by two or more parties for a specific purpose; for example, Virgin Mobile is a 50:50 joint venture company between Virgin Group and Deutsche Telekom's One 2 One. Page 148 of 336
Slide 149: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. J Jumble display A mixture of products or brands on a single display, such as a clearance table. J Marketing Management Junket A publicity device in which members of the media are invited to a company to observe a product being made. J Marketing Management JUPPIE Japanese YUPPIE - a demographic grouping. See also 'YUPPIE' J Marketing Management Just-In-Time Delivery An inventory control system that replenishes and delivers products to a retailer just as the current supply is depleted. K Marketing Management Kaizen The Japanese refer to continuous year-to-year improvement as 'Kaizen'. K Marketing Management Keeper A premium used to induce a consumer to take some action, such as completing a survey or trying a product. K Marketing Management Kelly Grids See 'repertory grids' Page 149 of 336
Slide 150: Encyclopedia Marketing Management (2347 Terms) Marketing Management Powered by www.drawpack.com; All rights reserved. K Kerning Adjusting the measure between type characters so they appear evenly spaced. K Marketing Management Key Account A large account receiving special treatment from salespeople, usually generating more than a pre-defined annual sales amount. K Marketing Management Key Account Management Account management as applied to a company's most important customers. See also 'account management' K Marketing Management 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 factors critical to success in its market is certain to fail. (KSF) K Marketing Management Keystone Markup An increase in price in which the cost amount is doubled on an item to achieve a 50% product margin. K Marketing Management Keyword 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 sites about or including the keyword and information related to it. K Marketing Management Keyword buying Advertisers paying for links to their websites to appear on internet search engines along side search results, sometimes as ‖sponsored links‖, based on keywords entered into the search engine. See ‗Search Marketing‘. Page 150 of 336