Buzz word

1. Aida: Attention, AIDA model describes the steps or stages that occur from the time when a consumer
Interest, Desire, first becomes aware of a product or brand through to when the
Action Consumer trials a product or makes a purchase decision.
Analytics is the discovery, interpretation, and communication of meaningful patterns
2. Analytics
in data.
The collection of goods or services that a business provides to consumers.
3. Assortment
Its width and depth of product line.
It is the rate at which data is transmitted in a time period over a communications
4. Bandwidth
channel, often expressed in kilobits per second (kbps).

5. Behavior-Oriented Driven by behavior or action

6. Best Practices Commercial or professional procedures that are accepted or prescribed as being correct
or most effective.
Brand architecture is the structure of brands within an organizational entity.
7. Brand Architecture It is the way in which the brands within a company's portfolio are related to, and
differentiated from, one another.
Brand awareness is the likelihood that consumers recognize the existence and
8. Brand Awareness
availability of a company's product or service.
Brand building is enhancing brand equity using advertising campaigns and promotional
9. Brand Building
strategies.
Brand construct delivers marketing promises to facilitate the formation of a mutually
10. Brand Construct beneficial and evolving bond between the seller (and corporation) and its stakeholders
based on functional and emotional values.
Brand equity is the commercial value that derives from consumer perception of the
11. Brand Equity brand name of a particular product or service, rather than from the product or service
itself.
Brand essence is the single intangible attribute that differentiates the brand from
12. Brand Essence
competitive brands as perceived by the audience.
Brand extension is a common method used by companies to launch a new product by
13. Brand Extension
using an existing brand name on a new product in a different category.
Brand identity is how that business wants to be perceived by consumers. The
14. Brand Identity components of the brand (name, logo, tone, tagline, type face) are created by the
business to reflect the value the company and to appeal to its customers.
Brand loyalty is defined as positive feelings towards a brand and dedication
15. Brand Loyalty to purchase the same product or service repeatedly now and in the future from the same
brand, regardless of a competitors actions or changes in the environment.
Brand personality is a set of human characteristics that are attributed to a brand name.
A brand personality is something to which the consumer can relate; an effective
16. Brand Personality
brand increases its brand equity by having a consistent set of traits that a specific
consumer segment enjoys.
Brand positioning means placing or positioning the brand image in the mind of the
17. Brand Positioning
consumer.
 Brand preference is when you choose a specific company's product or service when you
18. Brand Preference
have other, equally priced and available options.
Brand Salience is the degree to which your brand is thought about or noticed when a
19. Brand Salience
customer is in a buying situation.
Brand Semiotics is how brands communicates and express themselves through symbols
20. Brand Semiotics
and signs.
Brand strategy is a long-term plan for the development of a successful brand in order to
21. Brand Strategy achieve specific goals and is directly connected to consumer needs, emotions, and
competitive environments.
The brand vision is aspirational. It is the association the brand needs to go forward
22. Brand Visioning
given its current and future business strategy.
A Branded House is where the company brand (or a main overarching brand) becomes
23. Branded House
the dominant source of identification and meaning. Example: Google
Brick and mortar is a traditional street-side business that deals with its customers face-
24. Brick-And-Mortar
to-face in an office or store that the business owns or rents
Business process outsourcing (BPO) is the contracting of non-primary business
25. Business Process Activities and functions to a third-party provider. BPO services include payroll, human
Outsourcing(BPO) resources (HR), accounting and customer/call center relations. BPO is also known as
information technology enabled services (ITES).
Trading between firms (and not between businesses and consumers), characterized by
26. Business-To- (1) relatively large volumes, (2) competitive and stable prices, (3) fast delivery times
Business(B2B) and, often, (4) on deferred payment basis. In general, wholesaling is B2B and retailing
is B2C.
27. Business-To- Business to consumer (B2C) is business or transactions conducted directly between a
Consumer(B2C) company and consumers who are the end-users of its products or services.
Buying influences are individuals or groups of individuals that have an influence on the
decision of who is awarded the contract. As you will see, there are various types
28. Buying Influences
of buying influences and they all have different functions and roles in making the
eventual decision
Retail format represented by retailers that provide product information to customers
29. Catalog Retailing within a mailed catalog or website, and allow customers to place orders via phone,
through regular mail or online, and then deliver orders via a third-party shipper.
Click and mortar is a type of business model that includes both online and offline
operations, which typically include a website and a physical store. A click-and-
30. Click And Mortar
mortar company can offer customers the benefits of fast online transactions or
traditional face-to-face service.
A type of business role where the employee interacts directly with the customer, in
person. Client-facing functions are important and are used to understand
31. Client-Facing
the client's needs or to solve problems a computer would have too much difficulty
doing.
32. Consumer Pathway It is a model which help us to know the consumer buying process or behavior.

Customer touchpoints are your brand's points of customer contact, from start to finish.
33. Consumer
For example, customers may find your business online or in an ad, see ratings and
Touchpoint
reviews, visit your website, shop at your retail store, or contact your customer service.
 Content marketing is a strategic marketing approach focused on creating and
34. Content Marketing distributing valuable, relevant, and consistent content to attract and retain a
clearly defined audience and, ultimately, to drive profitable customer action.
Core competency is an organization's defining strength, providing the foundation from
which the business will grow, seize upon new opportunities and deliver value to
35. Core Competency
customers. A company's core competency is not easily replicated by other
organizations, whether existing competitors or new entries into its market.
36. Cross-Selling/Up- The practice of suggesting similar or complementary products or services to an existing
Selling customer during the buying process to maximize revenue.
37. Customer Customer acquisition is the process of acquiring new customers for business or
Acquisition converting existing prospect into new customers.
38. Customer
Alignment
Customer engagement is a business communication connection between an external
39. Customer
stakeholder (consumer) and an organization (company or brand) through various
Engagement
channels of correspondence.
40. Customer Life- Customer life-time value (LTV) is a prediction of the net profit attributed to the entire
Time-Value future relationship with a customer.
41. Customer Customer relationship management (CRM) is a term that refers to practices, strategies
Relationship and technologies that companies use to manage and analyze customer interactions and
Management data throughout the customer lifecycle, with the goal of improving business
(CRM) relationships with customers, assisting in customer retention and driving sales growth.
Customer retention refers to the activities and actions companies and organizations take
42. Customer to reduce the number of customer defections. The goal of customer retention programs
Retention is to help companies retain as many customers as possible, often through
customer loyalty and brand loyalty initiatives.
A specific approach to doing business that focuses on the customer. Client
43. Customer-Centric centric businesses ensure that the customer is at the center of a business's philosophy,
operations or ideas.
A database management system (DBMS) is a computer software application that
44. Database interacts with the user, other applications, and the database itself to capture and analyze
Management data. A general-purpose DBMS is designed to allow the definition, creation, querying,
update, and administration of databases.
Deliverable is a term used in project management to describe a tangible or intangible
45. Deliverables good or service produced as a result of the project that is intended to be delivered to
a customer (either internal or external).
Derived demand is a term used in economic analysis that describes the demand placed
46. Derived Demand on one good or service as a result of changes in the price for some other related good or
service.
The marketing of products or services using digital channels to reach consumers. The
key objective is to promote brands through various forms of digital media. Digital
47. Digital Marketing
marketing extends beyond internet marketing to include channels that do not require the
use of the internet.
 Direct marketing is a form of advertising which allows businesses and nonprofit
organizations to communicate directly to customers through a variety of media
48. Direct Marketing including cell phone text messaging, email, websites, online adverts, database
marketing, fliers, catalog distribution, promotional letters and targeted television,
newspaper and magazine advertisements as well as outdoor advertising.
49. Discriminator A characteristic which enables products or service to be distinguished from one another.
In a business enterprise, downsizing is reducing the number of employees on the
50. Downsizing
operating payroll.
51. Electronic Direct Electronic Direct Mail (EDM) is used to target a large group of prospects or clients, and
Mailing is focused on building (customer) relationships and generating leads.
Employer branding is the process of promoting a company, or an organization, as
52. Employer Branding the employer of choice to a desired target group, one which a company needs and wants
to recruit and retain.
Enterprise marketing can be defined as the marketing efforts used by a large-scale
53. Enterprise business in order to attract and secure new clients. With enterprise marketing, there is a
Marketing high level of focus on generating and creating new leads, as opposed to simply
maintaining an existing customer base
Everyday low price (also abbreviated as EDLP) is a pricing strategy promising
54. Every Day Low consumers a low price without the need to wait for sale price events or comparison
Price (EDLP) shopping. ... Other firms that have implemented or promoted EDLP are Procter &
Gamble, Food Lion, Gormans and Winn-Dixie.
It is a marketing strategy that directly engages consumers and invites and encourages
them to participate in the evolution of a brand or a brand experience. Rather than
55. Experiential
looking at consumers as passive receivers of messages, engagement marketers believe
Marketing
that consumers should be actively involved in the production and co-creation of
marketing programs, developing a relationship with the brand.
A lower-priced offering launched by a company to take on, and ideally take out,
56. Fighter Brand
specific competitors that are attempting to underprice them
A new product introduced by a company in addition to its existing brand in a particular
57. Flanker Brand market category. The prime focus is to position the flanker brand to counter the
competitors offering or positioning but not disturb the main brand.
Geodemographic segmentation is a multivariate statistical classification technique for
58. Geodemographic discovering whether the individuals of a population fall into different groups by
Segmentation making quantitative comparisons of multiple characteristics with the assumption that
the differences within any group should be less than the differences between groups.
Guerrilla marketing is an advertisement strategy concept designed for businesses to
59. Guerrilla promote their products or services in an unconventional way with little budget to spend.
Marketing This involves high energy and imagination focusing on grasping the attention of the
public in more personal and memorable level.
A holistic marketing concept is based on the development, design, and implementation
60. Holistic of marketing programs, processes, and activities that recognize their breadth and
interdependencies.
 The first is a HOUSE OF BRANDS, meaning a company that markets a range of
separate brand names (Procter & Gamble). The second model is a BRANDED HOUSE,
61. House Of Brands
meaning that the company itself is the brand, and its products or services are subsets of
the main brand (Hewlett-Packard).
62. Image-Oriented
Instant gratification is the desire to experience pleasure or fulfillment without delay or
63. Immediate deferment. Basically, it's when you want it; and you want it now. Instant gratification is
Gratification the opposite of what we've been taught and try too hard to practice delayed
gratification.
Integrated Marketing is an approach to creating a unified and seamless experience for
consumers to interact with the brand/enterprise; it attempts to meld all aspects of
64. Integrated
marketing communication such as advertising, sales promotion, public relations, direct
Marketing
marketing, and social media, through their respective mix of tactics, methods, channels,
media, and activities, so that all work together as a unified force.
The Inventory turnover is a measure of the number of times inventory is sold or used in
65. Inventory Turnover a time period such as a year. The equation for inventory turnover equals the cost of
goods sold or net sales divided by the average inventory.
Knowledge process outsourcing (KPO) is a form of outsourcing in which knowledge-
66. Knowledge Process and information-related work is carried out by workers in a different company or by a
Outsourcing(Kpo) subsidiary of the same organization. This subsidiary may be in the same country or in
an offshore location to save costs or other resources.
Process of collecting names and contact information about qualified prospects which
67. Lead Generation will be contacted by the salespeople for generating orders. It usually involves direct
response advertising and telemarketing.
Planning, execution, and control of the procurement, movement, and stationing of
personnel, material, and other resources to achieve the objectives of a campaign, plan,
68. Logistics
project, or strategy. It may be defined as the 'management of inventory in motion and at
rest.
Marcom is targeted interaction with customers and prospects using one or more media,
69. Marcom such as direct mail, newspapers and magazines, television, radio, billboards,
telemarketing, and the Internet.
The activity or fact of increasing the market share of an existing product, or promoting a
70. Market Penetration new product, through strategies such as bundling, advertising, lower prices, or volume
discounts.
Market segmentation is the process of dividing market of potential customers into
71. Market groups, or segments, based on different characteristics. The segments created are
Segmentation composed of consumers who will respond similarly to marketing strategies and who
share traits such as similar interests, needs, or locations.
A Key Performance Indicator is a measurable value that demonstrates how effectively a
72. Marketing KPI company is achieving key business objectives. Organizations use KPIs at multiple
(Key Performance levels to evaluate their success at reaching targets. High-level KPIs may focus on the
Indicators) overall performance of the enterprise, while low-level KPIs may focus on processes in
departments such as sales, marketing or a call center.
 The marketing mix refers to the set of actions, or tactics, that a company uses to
promote its brand or product in the market. The 4Ps make up a typical marketing mix -
73. Marketing Mix Price, Product, Promotion and Place. However, nowadays, the marketing mix
increasingly includes several other Ps like Packaging, Positioning, People and even
Politics as vital mix elements.
The Buyer's characteristics influence how he or she perceives the stimuli; the decision-
74. Marketing Stimuli making process determines what buying behavior is undertaken. Characteristics that
affect customer behavior.
Mass marketing is a market strategy in which a firm decides to ignore market segment
75. Mass Marketing differences and appeal the whole market with one offer or one strategy, which supports
the idea of broadcasting a message that will reach the largest number of people possible.
Mass media means technology that is intended to reach a mass audience. It is the
primary means of communication used to reach the vast majority of the general public.
76. Mass Media
The most common platforms for mass media are newspapers, magazines, radio,
television, and the Internet.
77. Mindshare Consumer awareness of a product or brand, typically as opposed to market share.
78. Motivator A product or brand that provides a reason or stimulus to do something.
A multi attribute model can be used to measure a consumer's overall attitude. The most
79. Multi-Attribute influential multi attribute modelthe Fischbein modelalso uses three components of
Model attitude. The first, salient beliefs, is a reference to the beliefs a person might gain during
the evaluation of a product or service.
80. Multibrand FDI in multi-brand retail generally refers to selling multiple brands under one roof.
Retailing Currently, this sector is limited to a maximum of 49 percent foreign equity participation.
Nearshoring is the outsourcing of business processes, especially information
81. Nearshoring technology processes, to companies in a nearby country, often sharing a border with the
target country.
A small but profitable segment of a market suitable for focused attention by a marketer.
Market niches do not exist by themselves, but are created by identifying needs or wants
82. Niche Market
that are not being addressed by competitors, and by offering products that satisfy them.
See also market segmentation.
Online marketing is a set of powerful tools and methodologies used for promoting
products and services through the internet. Online marketing includes a wider range
83. Online Marketing
of marketing elements than traditional business marketing due to the extra channels
and marketing mechanisms available on the internet.
The practice of basing some of a company's processes or services overseas, so as to take
84. Offshoring
advantage of lower costs.
Opinion leadership is leadership by an active media user who interprets the meaning of
85. Opinion Leader media messages or content for lower-end media users. Typically the opinion leader is
held in high esteem by those who accept his or her opinions.
86. Original OEM (pronounced as separate letters) is short for original equipment manufacturer,
Equipment which is a somewhat misleading term used to describe a company that has a special
Manufacturers relationship with computer and IT producers. OEMs are manufacturers who resell
(OEMs) another company's product under their own name and branding.
 Out-of-home media advertising (also OOH advertising or outdoor advertising) or out-
87. Out-Of-Home
of-home media (also OOH media or outdoor media) is advertising that reaches the
Advertising
consumers while they are outside their homes.
A pain point is a problem, real or perceived. Entrepreneurs create opportunities for
88. Pain Point themselves by creating solutions to those pain points. Solutions create value for
everyone.
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a
89. Pay-Per-Click fee each time one of their ads is clicked. Essentially, it's a way of buying visits to your
Marketing site, rather than attempting to earn those visits organically. Search engine advertising
is one of the most popular forms of PPC.
Perceptual mapping is a diagrammatic technique used by asset marketers that attempts
90. Perceptual to visually display the perceptions of customers or potential customers. Typically the
Mapping position of a company's product, product line, or brand is displayed relative to their
competition.
A good definition of Pipeline Management is: The management and assessment of all
sales opportunities as they progress through a multi-step sales cycle to a successful
91. Pipeline
close. A pipeline (or sales funnel) consists of multiple action steps that lead to the
successful closing of revenue producing contracts.
A point of purchase (POP) is a place where sales are made. On a macro-level, a point of
purchase may be a mall, market or city. On a micro-level, retailers consider a point of
92. Point-Of-Purchase
purchase to be the area surrounding the counter where customers pay. It is also known
as "point of sale."
A point of sale (POS) is the place where sales are made. On a macro level, a POS may
93. Point-Of-Sale be a mall, a market or a city. On a micro level, retailers consider a POS to be the area
where a customer completes a transaction, such as a checkout counter.
Predictive analytics is the practice of extracting information from existing data sets in
94. Predictive Analytics order to determine patterns and predict future outcomes and trends. Predictive
analytics does not tell you what will happen in the future.
The basic definition of primary demand advertising is any form of marketing that
95. Primary/Secondary
stimulates the main demand for a product. Primary demand advertising educates the
Demand
consumer base about the benefits of an entire product class.
Product life cycle (PLC) is the cycle through which every product goes through from
96. Product Life Cycle
introduction to withdrawal or eventual demise.
A practice in which manufacturers of goods or providers of a service gain exposure for
97. Product Placement
their products by paying for them to be featured in films and television programs.
A product portfolio is the range of items sold by a business. It can be analyzed using the
98. Product/Service
Boston Matrix. Boston Matrix. Star products have a high market share in a fast growing
Portfolio
market. Cash Cows have a high market share in a slow growing market.
A specific combination of promotional methods used for one product or a family of
99. Promotional Mix products. Elements of a promotion mix may include print or broadcast advertising,
direct marketing, personal selling, point of sale displays, and/or merchandising.
The definition of sales prospecting is when inside sales reps make outbound calls or
send outbound emails to leads in hopes of creating opportunities for account
100. Prospecting
executives. Prospecting can involve cold-calling as well as reaching out to nurture leads
that have gone cold.
 The study and classification of people according to their attitudes, aspirations, and other
101. Psychographics
psychological criteria, especially in market research.
Purchase decision is the thought process that leads a consumer from identifying a need,
102. Purchase
generating options, and choosing a specific product and brand. ... The more major
Decision
the purchase decision, the more effort is typically put into the process.
A purchase order (PO) is a commercial document and first official offer issued by a
103. Purchase Order buyer to a seller, indicating types, quantities, and agreed prices for products or services.
It is used to control the purchasing of products and services from external suppliers.
A request for proposal (RFP) is a document that solicits proposal, made through a
104. Request For
bidding process, by an agency or company interested in procurement of a service, or
Proposal
valuable asset, to potential suppliers to submit business proposals.
A request for quotation (RFQ) is a standard business process whose purpose is to invite
105. Request For
suppliers into a bidding process to bid on specific products or services. It typically
Quotation
involves more than the price per item.
The retail inventory method is an accounting system to estimate the ending
106. Retail Inventory inventory and cost of goods sold. Essentially, it's used to estimate the amount of
ending inventory at cost.
Retailing mix refers to the various features of retail strategy planning. Also often called
107. Retail Mix "the 6 Ps," retailing mix details a retail business' approach to its products, promotion
efforts, personnel, presentation, place and price.
108. Return On Return on investment (ROI) measures the gain or loss generated on an
Investment(ROI) investment relative to the amount of money invested.
Sales promotion is the process of persuading a potential customer to buy the
product. Sales promotion is designed to be used as a short-term tactic to boost sales it
109. Sales Promotion
is rarely suitable as a method of building long-term customer loyalty. Some sales
promotions are aimed at consumers.
Scalability is a characteristic of a system, model or function that describes its capability
to cope and perform under an increased or expanding workload. A system that scales
110. Scalability
well will be able to maintain or even increase its level of performance or efficiency
when tested by larger operational demands.
111. Search Engine The process of maximizing the number of visitors to a particular website by ensuring
Optimization that the site appears high on the list of results returned by a search engine.
A service level agreement (SLA) is a contract between a service provider (either
112. Service Level internal or external) and the end user that defines the level of service expected from
Agreement (Sla) the service provider. SLAs are output-based in that their purpose is specifically to
define what the customer will receive.
Share of mind marketing is aimed at establishing a brand firmly in place as the first
113. Share Of Mind
brand people in a market think of when they need what the brand offers.
Share of wallet (SOW) is a marketing term referring to the amount of the customer's
total spending that a business captures in the products and services that it offers.
114. Share Of Wallet
Increasing the share of a customer's wallet a company receives is often a cheaper way of
boosting revenue than increasing market share.
Shopper marketing is "understanding how one's target consumers behave as shoppers, in
115. Shopper
different channels and formats, and leveraging this intelligence to the benefit of all
Marketing
stakeholders, defined as brands, consumers, retailers and shoppers."
 "The category of micro, small and medium-sized enterprises (SMEs) is made up
116. Small And
of enterprises which employ fewer than 250 persons and which have an annual turnover
Medium Enterprise
not exceeding 50 million euro, and/or an annual balance sheet total not exceeding 43
(SME)
million euro."
Stakeholders are creditors, directors, employees, government (and its agencies), owners
117. Stakeholders (shareholders), suppliers, unions, and the community from which the business draws its
resources.
A stock keeping unit (SKU) is a product and service identification code for a store or
118. Stock Keeping product, often portrayed as a machine-readable bar code that helps track the item for
Unit (SKU) inventory. A stock keeping unit (SKU) does not need to be assigned to physical
products in inventory.
The marketing of goods or services by means of telephone calls, typically unsolicited, to
119. Telemarketing
potential customers.
The image, sound, name, brand or attribute that comes to mind immediately when asked
120. Top-Of-The-
about products or brands in a category enjoys the highest 'top of the mind recall' with
Mind Recall
the consumer.
Umbrella positioning refers to the practice of bringing an entire line of products under
121. Umbrella one brand for marketing and messaging purposes. The approach emphasizes the brand
Positioning and employs uniform visual elements and a single brand message, such as
Apple's branding on innovation and minimalist design.
Values and Lifestyles is a way of market segmentation whereby consumers are
122. VALS: Values
segmented into mutually exclusive groups like "Achievers" or "Experiencers" based on
And Lifestyles
their psychographics. Acronym is VALS.
In any effective transaction between people there is an exchange of value, where each
123. Value Exchange
gets something out of the exchange, even if it is relatively small.
124. Value An innovation, service, or feature intended to make a company or product attractive to
Proposition customers.
A method of marketing whereby consumers are encouraged to share information about
125. Viral Marketing
a company's goods or services via the Internet.
Visual merchandise is the presentation of a store and its merchandise in such a manner
126. Visual
that will attract the attention of potential customers. It involves decorating the store
Merchandising
keeping the interior presentation the same as what is promised on the outside.
Oral or written recommendation by a satisfied customer to the prospective customers of
127. Word-Of- a good or service. Considered to be the most effective form of promotion, it is also
Mouth called word of mouth advertising which is incorrect because, by definition, advertising
is a paid and non-personal communication.
The action or business of promoting and selling products or services, including market
128. Marketing
research and advertising.
129. Value Value is defined as total cost of the product and the perceived benefits by the product.
130. Customer Customer objective is the service is to ensure that customers have a good experience
Objective with the business and feel treated professionally and kindly.
131. Consumer
Pathway Model that helps understand the consumer's buying process
132. Consumer Any and all encounters where customers and the business engage to exchange
Touchpoint information, provide service or handle transactions.
133. Core
Competency Combination of multiple resources and skills that distinguish a firm in the marketplace
134. Cross-Selling Sell (a different product or service) to an existing customer
135. Up-Selling Persuade a customer to buy something additional or more expensive
136. Customer A business communication connection between an external stakeholder (consumer) and
Engagement an organization (company or brand) through various channels of correspondence
137. Customer- Way of doing business with your customer in a way that provides a positive
Centric customer experience before and after the sale in order to drive repeat
business, customer loyalty and profits.
138. Discriminator A product attribute or characteristic that differentiates it from the competitors' products
139. Employer Process of promoting a company, or an organization, as the employer of choice to a
Branding desired target group (employees, investors, stakeholders)
140. Immediate
Gratification The desire to experience pleasure or fulfillment without delay or deferment
141. Integrated Approach to creating a unified and seamless experience for consumers to interact with
Marketing the brand/enterprise
142. Lead Process of identifying and cultivating potential customers for a business's products or
Generation services
143. Multi-Attribute A multi-attribute model can be used to measure a consumer's overall attitude. It used
Model components of the human attitude to measure their evaluation of a product or service.
144. Niche Market A small, specialized market for a particular product or service
Well-known individual or organization that has the ability to influence public
145. Opinion Leader
opinion on a subject matter
146. Out-Of-Home
Advertising Advertising that reaches the consumers while they are outside their homes
147. Pain Point A pain point is a problem, real or perceived.
148. Perceptual Diagrammatic technique used by marketers that attempts to visually display the
Mapping perceptions of customers or potential customers
149. Product A practice in which manufacturers of goods or providers of a service gain exposure for
Placement their products by paying for them to be featured in films and television programs.
Retailing mix refers to the various features of retail strategy planning. It consists of four
150. Retail Mix elements: Type of merchandise, variety and assortment, pricing and level of customer
service
151. Return On
Investment Benefit to an investor resulting from an investment of some resource
A designed short-term tactic to boost sales or persuade a potential customer to buy a
152. Sales Promotion
product
Scalability is a characteristic of a system, model or function that describes its capability
153. Scalability
to cope and perform under an increased or expanding workload.
154. Search Engine Process of maximizing the number of visitors to a particular website by ensuring that
Optimization the site appears high on the list of results returned by a search engine.
155. Service Level Contract between a service provider (either internal or external) and the end user that
Agreement (Sla) defines the level of service expected from the service provider
156. Share Of Wallet Amount of the customer's total spending that a business captures in the products and
services that it offers
157. Shopper Form of marketing which aims at understanding the shopping behavior of target
Marketing consumers and using this intelligence to the benefit of brands/companies
158. Small And
Medium Enterprise
(SME) Businesses whose personnel numbers fall below certain limits
159. Stakeholders A person or an entity with an interest or concern in something, especially a business
160. Stock Keeping A stock keeping unit (SKU) is a product and service identification code for a store or
Unit (SKU) product, often portrayed as a machine-readable bar code that helps track the item for
inventory.
The marketing of goods or services by means of telephone calls, typically unsolicited, to
161. Telemarketing
potential customers
162. Top-Of-The-
Mind Recall Spontaneous recall of a brand/top 3 mentions
163. Umbrella Practice of bringing an entire line of products under one brand for marketing and
Positioning messaging purposes. For ex: Apple's branding on innovation and minimalist design.
164. VALS: Values
And Lifestyles Proprietary research methodology used for psychographic market segmentation
165. Value A value proposition is a business or marketing statement that a company uses to
Proposition summarize why a consumer should buy a product or use a service.
166. Viral Marketing A method of marketing whereby consumers are encouraged to share information about
a company's goods or services via the Internet
167. Visual Practice in the retail industry of developing floor plans and three-dimensional displays
Merchandising in order to maximize sales
168. Word-Of-
Mouth Spoken communication as a means of transmitting information
169. Primary Sales Sale from manufacturing company to distributor
170. Secondary Sales Sale from distributor to retailer
171. Tertiary Sales Sales from retailer to consumer
External marketing efforts that involve a paid placement. Includes PPC advertising,
172. Paid Media
branded content, and display ads.
Anything under companies' direct control such as websites, newsletters, catalogs, and
173. Owned Media
blogs
174. Earned Media Publicity gained through promotional efforts other than paid media advertising
175. Master A specific overarching brand name that serves as the main anchoring point on which all
Branding underlying products are based
176. Line Extension Use of an established product brand name for a new item in the same product category
177. Brand
Extension Use of an established brand name to launch a product in a new category
178. Ansoff's Matrix Strategic planning tool that provides a framework to help marketers devise strategies for
future growth
Chart that helps the company allocate resources and is used as an analytical tool
179. BCG Matrix
in brand marketing, product management, strategic management, and portfolio analysis.
180. Repositioning Repositioning refers to the major change in positioning for the brand/product.
Rebranding is a marketing strategy in which a new name, term, symbol, design, or
181. Rebranding combination thereof is created for an established brand with the intention of developing
a new, differentiated identity in the minds of consumers
182. Love Marks It is a marketing concept that refers to loyalty beyond reason
Premium or prestigious brands that are priced marginally at a lower level to target the
183. Massive Brand
mass segment
184. Brand Asset Brand Asset Valuator is a metric applied for the measurement of brand value of an
Valuator (BAV) entity.
185. Ambush Marketing strategy in which an advertiser "ambushes" an event to compete for exposure
Marketing against competing advertisers
186. Market Leader The company selling the largest quantity of a particular product
187. Market
Follower The company that replicates what a particular business does
188. Market Niche The company that makes specific products and/or services for a specific demand of
customers which are not met by otherwise available products.
189. Challenger
Brand A brand in an industry which is neither the market leader nor a niche brand
190. Consumer Interpretation of trends in human behaviors which aims to increase effectiveness of a
Insight product or service for the consumer, as well as increase sales for mutual benefit
191. Brand A brand statement that clearly identifies the benefits that a consumer can derive out of a
Proposition brand
192. RTB (Reason- Short, concise, to-the-point statements that serve as the key support as to why a
To-Believe) consumer should buy the brand
193. Horizontal
A distribution channel arrangement whereby two or more organizations at the same
Marketing System
level join together for marketing purposes to capitalize on a new opportunity
194. Vertical
A system in which the main members of a distribution channelproducer, wholesaler,
Marketing System
and retailerwork together as a unified group in order to meet consumer needs
195. Cognitive Mental discomfort created by having contradictory beliefs, ideas or values after buying
Dissonance a product/service
196. One-Word-
Equity (Owe) A single word to encapsulate the 'essence' of the brand
Concept that translates the vision focus of the brand into an idea that becomes the
197. Branding Idea
consumer shorthand for the brand
A higher purpose of a brand or organization, which goes beyond the product or service
198. Brand Ideal
they sell. It is the brand's inspirational reason for being.
199. Brand
Dynamics Pyramid Tool that helps identify where the customers are on their journey to loyalty
200. CBBE
(Consumer Based
Model that shows businesses how to lay the foundation that creates a positive attitude
Brand Equity)
toward a brand, and how to capitalize on attitudes and loyalties of their customers
201. Differentiated Designing more than one promotional message, with each communicating different
Targeting benefits
202. Undifferentiated
Targeting Sending the same promotional message to everyone
203. Concentrated Designing a promotional message that communicates the benefits desired by a single
Targeting specific segment.