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1. Advertising: The placement and purchase of announcements and persuasive messages in

time or space in any of the mass media by business firms, nonprofit organizations.
2. Aggregation: A concept of market segmentation that assumes that most consumers are
alike.
3. Aging: The length of time merchandise has been in stock.
4. All-You-Can-Afford Budgeting: An approach to the advertising budget that establishes
the amount to be spent on advertising as the funds remaining after all other necessary
expenditures and investments are covered.
5. Ambiance: An overall feeling or mood projected by a store through its aesthetic appeal
to human senses.
6. Analysis: In marketing and other social science disciplines, a variety of statistical and
non statistical methods are used to analyze data, instead of sheer intuition, or simple
descriptive statistics
7. Attitudes: Enduring systems of positive or negative evaluations, emotional feelings, and
action tendencies with respect to an object.
8. Aida Model Of Communication: A communication model which aims to obtain
Attention, Interest, Desire and Action.
9. Advertising Objective: The objective of your communication strategy. To inform of a
new development, persuade or remind.
10. Atmospherics :The physical characteristics of the library such as architecture, layout,
signs and displays, color, lighting, temperature, access, noise, assortment, prices, special
events, etc., that serve as stimuli and attention attractors of users to the library or
information agency.
11. Advertising Media: The means through which advertisements are delivered to
the target audience. Media include broadcast media, print media, cinema,
hoardings and outdoor media

12. Advertisement – A paid public announcement appearing in the media

13. 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

14. Audience: The number and/or characteristics of the persons or households who are
exposed to a particular type of advertising media or media vehicle.

15. Audit: The process of reviewing

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16. Balanced Stock: The composition of merchandise inventory in the colors, sizes, styles
and other assortment characteristics that will satisfy user wants.
17. Barcode: An information technology application that uniquely identifies various aspects
of product characteristics, increasing speed, accuracy, and productivity of distribution
process.
18. Benefit– The gain (usually a tangible cost, but can be intangible) that accrues to the
customer from the product or service.
19. Buyer – Most commonly means a professional purchasing person in a business; can also
mean a private consumer. Buyers are not usually major decision-makers, that is to say,
what they buy, when and how they buy it, and how much they pay are prescribed for
them by the business they work for. If you are selling a routine repeating predictable
product, especially a consumable, then you may well be able to restrict your dealings to
buyers; if you are selling a new product or service of any significance, buyers will tend to
act as influencers at most.
20. Behavior Segmentation: grouping consumers in terms of their relationship with
the product, for instance their usage rate, the purpose of use, their willingness and
readiness to buy, etc.
21. Branding: The creation of a three-dimensional character for a product, defined in terms
of name, packaging, colors, symbols, etc., that helps to differentiate it from its
competitors, and helps the customer to develop a relationship with the product.
22. Buyer–Seller Relationship: The nature and quality of the social and economic
interaction between two parties

23. Bulk Breaking: Buying large quantities of goods and then reselling them in
smaller lots, reflecting some of the cost savings made through bulk buying in the
resale price. A prime function of intermediaries.
24. Benefit Segmentation: The process of grouping users into market segments on the basis
of the desirable consequences sought from the product...
25. Brand: A name, term, design, symbol, or any other feature that identifies one seller's
good or service as distinct from those of other sellers. The legal term for brand is
trademark.
26. Brand Attributes: Brand attributes are the functional and emotional associations which
are assigned to a brand by its customers and prospects.
27. Brand Audit: 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.
28. Brand Awareness: Brand awareness is a common measure of marketing
communications effectiveness.
29. Brand Culture: Strong brands are managed by organizations characterized by their
strong internal brand cultures
30. 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.
31. Brand Equity Strategy: An organization wants to build and maintain strong brand
equity for the respective brands in their portfolio including the 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.
32. Brand Essence: The brand essence is an articulation of the "heart and soul" of the brand.
33. Brand Expansion: The exposure of a brand to a broader target customer market,
geographic market, or distribution channels.
34. Brand Extension: The application of a brand beyond its initial range of products, or
outside of its category.
35. Brand Identity: A unique set of functional and mental associations the brand aspires to
create or maintain.

36. 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.
37. Brand Loyalty: Brand loyalty is the strength of preference for a brand compared to other
similar available brand options.
38. Brand Management: Brand management is the process of managing an organization’s
brand or portfolio of brands in order to maintain and increase long-term brand equity and
financial value.
39. 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.
40. Brand Personality: The brand personality is the brand image or brand identity expressed
in terms of human characteristics.
41. Brand Positioning: Brand positioning is the "market space" a brand is perceived to
occupy in the mind of the target audience.
42. Brand Power: A measure of the ability of the brand to dominate its product category.
43. 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).
44. 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)
45. .Brand Slogan/ Brand tagline: An easily and recognizable and memorable phrase which
often accompanies a brand name in marketing communications programs.
46. Brand Strategy: The 'big picture' plans and tactics deployed by an organization/brand
owner to create long-term brand equity and competitive advantages from branding.
47. 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.
48. Brand Name: Used for the identification of goods or services. Can be a name, term,
sign or symbol. A well managed brand should uphold certain values and beliefs.
49. Brand Extension Strategy: The process of using an existing brand name to extend on to
a new product/service.
50. Break-Even: A point for a business where turnover is equivalent to all costs.
51. Brand Repositioning: An attempt to change consumer perceptions of a particular brand.
52. Broadcast Television: A method of distributing television signals by means of stations
that broadcast signals over channels assigned to specific geographic areas.
53. Budget: The detailed financial component of the strategic plan that guides the allocation
of resources and provides a mechanism for identifying deviations of actual from desired
performance so corrective action can be taken.

54. Chain Store System: A groups of retail stores of essentially the same type, centrally
owned and with some degree of centralized control of operation.
55. Channel of Distribution: An organized network of agencies and institutions which in
combination perform all the functions required to link producers with end customers to
accomplish the marketing task.
56. Circulation: The number of copies of a print advertising medium that are distributed.

57. Competition: 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.
58. Consumer: The ultimate user of goods, ideas or services. Also the buyer or decision
maker,
59. Consumer behavior: The behavior of the consumer or decision maker in the market
place of products and services.

60. Consumer Characteristics: The demographic, lifestyle and personality characteristics

of the consumer.
61. Consumer Satisfaction: The degree to which a consumer's expectations are fulfilled or
surpassed by a product...
62. Canvass/Canvassing - Cold-calling personally at the prospect's office or more
commonly now by telephone, in an attempt to arrange an appointment or present a
product, or to gather information.
63. Close/Closing - The penultimate step of the 'Seven Steps of the Sale' selling process,
when essentially the sales-person encourages the prospect to say yes and sign the order.
64. Cold Calling - Typically refers to the first telephone call made to a prospective customer.
Cold calling is also known as canvassing, telephone canvassing, prospecting, and
telephone prospecting, and more traditionally in the case of consumer door-to-door
selling as 'door-knocking'.
65. Comparative Advertising: A type of advertising that seeks to make direct comparison
between a product and one or more of its competitors on features or benefits that are
important to the target market
66. Competitive Advertising: A commonly used type of advertising that communicates the
unique benefits of a product, differentiating it from the competition
67. Concession - Used in the context of negotiating, when it refers to an aspect of the sale
which has a real or perceived value, that is given away or conceded by seller (more
usually) or the buyer?
68. Convenience Product: A consumer good and/or service (such as soap, candy bar, and
shoe shine) that are bought frequently, often on impulse, with little time effort spent on
the buying process.
69. Core Product: The central benefit or purpose for which a consumer buys a product or
service. The core product varies from purchaser to purchaser.
70. Customer: The actual or prospective purchaser of products or services.
71. Competitive Advantage: Offering a different benefit then that of your competitors.
72. Competitor Analysis: Process of understanding and analyzing a competitors strengths
and weaknesses, with the aim that an organization will find a competitive positioning
difference within the market.
73. Competition Pricing: Setting a price in comparison with competitors.
74. Concept testing: Testing the idea of a new product or service with your target audience.

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75. Delphi Technique: A frequently used method in futures research to gain consensus
opinion among experts about likely future events, through a series of questionnaires.
76. Demand: The number of units of a product sold in a market over a period of time.
77. De marketing: The process of reducing the demand for a product--or decreasing
consumption.
78. Demonstration/'demo'/'dem' -The physical presentation by the sales person to the
prospect of how a product works. Generally free of charge to the prospect, and normally
conducted at the prospect's premises, but can be at another suitable venue, eg., an
exhibition, or at the supplier's premises.
79. Destination Merchandise: A type of merchandise that motivates or triggers a trip to a
specific store.
80. Diffusion mode: A model representing the contagion or spread of something through a
population..
81. Direct marketing: Marketing efforts, in total directed toward a specific targeted group--
direct selling, direct mail, catalog or cable--for soliciting a response from customer.
82. Display: A special exhibit of a product or service at the point of sale, generally over and
above standard shelf stocking.
83. Distribution: The marketing and carrying of products to customers
84. Diversification (Wood): Extends skills or experience from current product or market
activities rather than covering totally unfamiliar territory.
85. Dummy: Preliminary layout for an ad, or other print material.
86. Dwell Time: The amount of time a customer/user spends in time waiting in line.
87. 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.
88. Direct Selling or Direct Marketing as it is sometimes called, simply means grass roots,
face-to-face distribution of products. It used often to refer to door-to-door selling.
89. Demography: A study of the population.
90. Demographic Segmentation. Dividing the population into age, gender, income and
socio-economic groups amongst other variables...
91. Database Marketing: compiling, analyzing and using data held about customers in order
to create better tailored, better timed offers that will maximize customer value and
loyalty.

92. Economic Environment: Part of the macro environment encompassing wealth, income,
productivity, inflation, credit, employment, etc.
93. Environment, External: The complex set of physical and social stimuli in the external
world of consumers.
94. Environmental Analysis: Gathering data regarding political, cultural, social,
demographic, economic, legal, international and ecological forces, identifying trends
affecting agency.
95. Environmental Monitoring: Keeping track of changes in the environment.
96. Erratic Demand: A pattern of demand for a product that is varied and unpredictable.
97. Exchange: All activities associated with receiving something from someone by giving
something voluntarily in return. This is the heart of the marketing process.
98. Exhibit: The gathering and displaying of products, people, or information at a central
location for viewing by a diverse audience. .
99. Experience Survey: A series of interviews with people knowledgeable about the general
subject being investigated.
100. Exclusive Distribution: Limiting the distribution of a product to particular retail store
to create an exclusive feel to the brand/product.
101. Early Adopter: Those who adopt a product/service in the early stages of its lifecycle.
102. Early Majority: Those who adopt a product/service after it has been established and
accepted as the standard.

103. Family: A group of at least two people in a household based on marriage, cohabitation,
book relationships or adoption.
104. Family Decision Making: The processes, interactions, and roles of family members
involved in making decisions as a group.
105. Family Life Cycle :A sociological concept that describes changes in families across
time, emphasizing effects of marriage, divorce, births and deaths on families and changes
in income.
106. Feature: The use of advertising, displays, or other activity, generally by a retailer, to
call special attention to a product, generally for a limited period of time.
107. Feature Story: A type of publicity material that can be used by the media at their
convenience because it is not time-related.
108. 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.
109. Focus Group: A method of gathering quantitative data on the preferences and beliefs
of consumers through group interaction and discussion usually focused on a specific
topic or product.
110. Focus Group: A simultaneous interview conducted amongst 6-8 respondents. The
aim is to obtain qualitative information on the given topic.
111. Forecasting Models: In forecasting sales, or other objectives, a variety of statistical
models are used and available, offering insights otherwise difficult to obtain.

112. Gatekeeper: Usually the individual who controls the flow of information from the
mass media to the group or individual.
113. Geodemography: The availability of demographic consumer behavior and life style
data by arbitrary geographic boundaries those are typically quite small.
114. Goals: A concrete point of measurement that the business unit intends to meet to
achieve objectives.
115. Goods: A product that has tangible form in contrast to services those is intangible.
116. Growth State Of Product Life Cycle: Second stage during which sales/use are
increasing.
117. Geographic Segmentation: Dividing the market into certain geographic regions e.g.
towns, cities or neighborhoods.

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118. Habit: A learned response to a stimulus that has become automatic and routine,
requiring little or no cognitive effort.
119. Halo effect: A problem that arises in data collection when there is carry over from one
judgment to another.
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120. Intangible –in a selling context this describes, or is, an aspect of the product or service
offering that has a value but is difficult to see or quantify.
121. Innovator: Those consumers who are the first to adopt a product/service at the
beginning of its lifecycle. They are usually willing to pay a premium to have the benefit
of being the first.
122. Intensive Distribution: Distributing a product to as many retail outlets as possible.
123. Intermediary: an organization or individual through whom products pass on their way
from the manufacturer to the end buyer

124. Key Success Factors: The factors that are a necessary condition for success in a given
market.
125. Knowledge: Consumers’ meanings or beliefs about products, brands, stores, that is
stored in memory.
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126. Life Style: The manner in which people conduct their lives, including their activities,
opinions, and interests (AIO).
127. Laggards: Those consumers who adopt the product/service as it reaches the end of its
lifecycle. They usually pay a competitive price for the benefit of waiting.
128. Lifestyle Segmentation: Analyzing consumer’s activities, interest and opinion (AIOs)
to develop a profile on the given segment.

129. Macro environment: The conditions facing a company including demographic

economic, natural, technological, political, and cultural forces.
130. Market: The set of actual of potential users/customers.
131. Market Area: A geographical area containing the customers/users of a particular firm
for specific goods or services.
132. Market Demand: The total volume of a product or service bought/used by a specific
group of customers/users in a specified market area during a specified period.
133. Market Development Expanding the total market served by 1) entering new segments,
2) converting nonusers, 3) increasing use by present users.
134. Market Positioning: Positioning refers to the user's perceptions of the place a product
or brand occupies in a market segment.
135. Market Profile: A breakdown of a facility's market area according to income,
demography, and life style (often.)

136. Market Research: The systematic gathering, recording and analyzing of data with
respect to a particular market, where market refers to a specific user group in a specific
geographic area.
137. Market Segmentation: The process of subdividing a market into distinct subsets of
users that behave in the same way or have similar needs.
138. Market Leader: The firm that has the largest share of the market, measured by sales
(value or volume).
139. Market share: The proportion of the total market of a product or service that is held by
an individual business. Usually expressed as a percentage.
140. Market Specifications: Features or aspects of the final product requested by
consumers.

141. Market Trends: The general direction in which the market is moving to anticipate and
meet changing needs
142. Marketing plan: A plan to achieve one or more marketing objectives for a product.
143. Marketing Position: The share or percentage of the market a business has based on
sales revenue. Can also relate to the how the business wants the product or brand to be
viewed by the market.
144. Marketplace: A place or situation where buyers and sellers meet to exchange goods
and services.
145. Merchant: A professional who deals with trade, dealing with commodities that they do
not produce themselves, in order to produce profit.
146. Micro Environment: The immediate context of a company's operations, including
such elements as suppliers, customers and competitors -
147. Marketing: The process of planning and executing the conception, pricing, promotion,
and distribution of ideas, goods, and services to create exchanges that satisfy individual
and organizational goals.
148. Marketing Channel: A set of institutions necessary to transfer the title to goods and to
move goods from the point of consumption.
149. Marketing Mix: The mix of controllable variables that the firm uses to reach desired
use/sales level in target market, including price, product, place and promotion- 4 P's.
150. Marketing Opportunity: An attractive arena of relevant marketing action in which a
particular organization is likely to enjoy a superior and competitive advantage
151. marketing plan: A document composed of an analysis of the current marketing
situation, opportunities and threats, analysis, marketing objectives, marketing strategy,
action programs, and projected income statement
152. Maturity Stage of Product Life Cycle: Initial rapid growth is over and use/sales level
off. microenvironment The set of forces close to an organization that have direct impact
on its ability to serve its customers, including channel member organizations,
competitors, user markets, publics and the capabilities of the organization.
153. Motivation: The positive or negative needs, goals, desires and forces that impel an
individual toward or away from certain actions, activities, objects or conditions. The
inner needs and wants of an individual--what affects behavior?
154. Market Development Strategy: Selling an existing product/service in a new and
developing market.
155. Mass marketing: The promotion of a product or service to all consumers.
156. Marketing Mix: The strategy of the organization consisting of products, price, place
and promotion strategy (also known as the 4p's).
157. Marketing Planning: A written document which plans the marketing activities of an
organization for a given period. The document should include an environmental analysis,
marketing mix strategies and any contingency plans should an organization not reach
their given objectives.
158. Market position: The perception of a product or an organization from the view of the
consumer.
159. Modified Re buy: Where an organization has to make changes to a specific buying
situation.
160. Market Penetration: increasing sales volume in current markets.
161. Marketing Concept: a philosophy of business, permeating the whole organization that
holds that the key to organizational success is meeting customers' needs and wants more
effectively and more closely than competitors.
162. Marketing Environment: the external world in which the organization and its
potential customers have to exist, and within the context of which marketing ecisions
have to be made.
163. Marketing Strategy: the broad marketing thinking that will enable an organization to
develop its products and marketing mixes in the right direction, consistent with overall
corporate objectives.

164. Negotiation: a give and take process between a buyer and a seller in which
precise terms of supply, specification, delivery, price, and after-sales service, etc.
are agreed.

165. New Product Development (NPD): the process of seeking and screening new
product ideas, analyzing their commercial feasibility, developing and test the
marketing product and its associated marketing mix launching the product fully,
then monitoring and evaluating its initial progress

166. Nonprofit Marketing: The marketing of a product or service in which the offer itself
is not intended to make a monetary profit for the marketer.

167. Norms: The rules of behavior that are part of the ideology of the group. Norms tend to
reflect the values of the group and specify those actions that are proper and those that are
inappropriate, as well as rewards for adherence and the punishment for conformity.

168. New Buy: Where an organization faces the task of purchasing a new product/service.

169. Niche Marketing: The process of concentrating your resources and efforts on one
particular segment

170. Objection – a point of resistance raised by a prospect, usually price ("it's too
expensive"), but can be anything at any stage of the selling process.
171. Open/Opening - the first stage of the actual sales call (typically after preparation in the
Seven Steps of the Sale). Also called the introduction.
172. Objective to Task Method: Setting a advertising budget based on the desired goals of
the communication campaign.
173. Open Ended Questions: Questions which encourage the respondent to provide their
own answers.
174. Objectives: The desired or needed result to be achieved by a specific time. An
objective is broader than a goal, and one objective can be broken down into a number of
specific goals.
175. Observation: A method of data collection in which the situation of interest is watched
and the relevant facts, actions and behaviors are recorded.
176. Opinion: A belief or emotionally neutral cognition the individual holds about some
aspect or object in the environment.

177. Package - in a selling context this is another term for the product offer; it's the whole
product and service offering at a given price, upon given terms.
178. Perceived - How something is seen or regarded by someone, usually by the prospect or
customer, irrespective of what is believed or presented by the seller, ie what it really
means to the customer.
179. Preparation - In the context of the selling process this is the work done by the sales
person to research and plan the sales approach and/or sales call to a particular prospect or
customer.
180. Presentation/Sales presentation - The process by which a sales person explains the
product or service to the prospect (to a single contact or a group), ideally including the
product's features, advantages and benefits, especially those which are relevant to the
prospect.
181. Product Line: Product Line is a group of products marketed by an organization to one
general market. The products have some characteristics, customers and uses in common
and may also share technologies, distribution channels, prices, services and other
elements of the marketing mix.
182. Pricing Policy: Standard procedure used by a firm to set wholesale and retail prices for
its products or services.
183. Pricing Strategy: Price planning that takes into view factors such as a firm's overall
marketing objectives, consumer demand, product attributes, competitors' pricing, and
market and economic trends.
184. Product Release - A brief announcement of news about a product or service. Unless
the "news" has wide public appeal, most product releases are sent to relevant trade
publications.
185. Prospect - A customer (person, organization, and buyer) before the sale is made, i.e. a
prospective customer.
186. Patronage motives: The motives that drive an individual/user toward selection of a
particular outlet, retailer, or supplier of services.
187. Penetrated Market: Actual set of users actually consuming the product/service.
188. Per capita Income: A nation's or other geographic market's total income divided by
the number of persons in its population.
189. Perception: Perception is the cognitive impression that is formed of "reality" which in
turn influences the individual's actions and behavior toward that object.
190. Personal Income: The current income received by persons from all sources less
contribution for social insurance--e.g., Social Security
191. Personal Interview: A direct, face-to face conversation between a representative of the
research organization (the interviewer) and a respondent or interviewee.
192. Personality: Consistent pattern of responses to the stimuli from both internal and
external sources.
193. Physical Inventory: An inventory determined by actual count and evidenced by a
listing of quantity, weight, or measure.
194. Place: In the channels of distribution, the physical facilities point of location.
195. Point-Of-Purchase: Promotional materials placed at the contact sales point designed
to attract user interest or call attention to a special offer.
196. Point-Of-Sale (POS) A data collection system that electronically receives and stores
bar code information derived from a sales transaction.
197. Population The totality of cases that conforms to some designated specifications.
198. Potential market Set of users who profess some level of interest in a designed market
offer.
199. Press Conference: A convening of media by a person or organization to explain,
announce or expand on a particular subject.
200. Price: The formal ratio that indicates the quantities of money goods or services needed
to acquire a given quantity of goods or services.
201. Private Sector Activities outside the public sector that are independent of government
control, usually, but not always carried on for a profit.
202. Product: A bundle of attributes or features, functions, benefits and uses capable of
exchange, usually in tangible or intangible forms.
203. Product Life Cycle The four stages products go through from birth to death:
introductory, growth, maturity, and decline.
204. Product Mix: The full set of products offered by an organization e.g., books, videos,
story hours, etc.
205. Product Positioning: The way users/consumers view competitive brands or types of
products. This can be manipulated by the organization.
206. Promotion Mix: The various communication techniques such as advertising, personal
selling, sales promotion, and public relations/ product publicity available to the marketer
to achieve specific goals.
207. Psychographic Analysis: A technique that investigates how people live, what interests
them, what they like--also called lifestyle analysis or AIO because it relies on a number
of statements about a person's activities, interests and opinions.
208. Psychographic Segmentation: Dividing markets into segments on the basis of
consumer life styles.
209. Public Opinion: The consensus view of a population on a topic. Public policy a course
of action pursued by the government pertaining to people as a whole on which laws rest.
210. Public Service Announcement (PSA): An advertisement or commercial that is carried
by an advertising vehicle at no cost as a public service to its readers, viewers, or listeners.
While the no cost aspect is appealing,
211. Publics The groups of people that have an actual or possible interest in or impact on
the company's efforts to achieve its goals.
212. Penetration Pricing: A pricing strategy where the organization sets a low price to
increase sales and market share.
213. Publicity: a tool of public relations focused on generating editorial media coverage for
an organization and/or its products.
214. Promotion: All forms of communication other than advertising that call attention to
products and services by adding extra values toward the purchase. Includes temporary
discounts, allowances, premium offers, coupons, contests, sweepstakes
215. Perceptual Map: Mapping a product/organization alongside all competitors in the
hope to find a ' positioning gap' in the given market.
216. Personal Selling: Selling a product or services one to one.
217. Primary Data: The process of organizing and collecting data for an organization.
218. Product Development Strategy: The development of a new product/service aimed at
the organization existing market. The aim is to increase expenditure within the segment.
219. Public relations: The process of building good relations with the organizations
various stakeholders.
220. Pre-testing: showing an advertisement to a sample of the target audience during
its development to check whether it is conveying the desired message in the
desired way with the desired effect
221. Price Objectives: what the organization is trying to achieve through its pricing,
measured in financial or market share terms, and closely linked with overall corporate
and marketing objectives
222. Pricing Policies and Strategies: the overall strategic guidelines for the pricing
decision, specifying pricings role within an integrated marketing minx
223. Product Portfolio: the set of different products that an organization produces, ideally
balanced so that some products are mature, some are still in their growth stage while
others are waiting to be introduced

224. Quality Of Life: Sometimes measured by income, wealth, safety, recreation and
education facilities, education health, aesthetics, leisure time and the like.
225. Quantity Discount: A reduction in price for volume purchases.

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226. Reach: The number of people or households exposed to a particular advertising media
or media schedule during a specified time.
227. Reference Group: A group that the individual tends to use as the anchor point for
evaluating his/her own beliefs and attitudes.
228. Relationship Marketing: Creating a long-term relationship with existing customers.
The aim is to build strong consumer loyalty.
229. Respondent: A person who is asked for information using either written or verbal
questioning, typically employing a questionnaire to guide the questioning.
230. Roles: The behavior that is expected of people in standard situations.
231. Retention/Customer Retention - means simply keeping customers and not losing
them to competitors.

232. Sample: The selection of a subset of elements from a larger group of objects.
233. Sample Survey: A cross sectional study in which the sample is selected to be
representative of the target population and in which the emphasis is on the generation of
summary statistics such as averages and percentages.
234. Self-concept: The ideas, attitudes, and perceptions people have about themselves.
235. Self Service: The type of operation in which the customer/user is exposed to
merchandise (browsing and self-selection) without assistance, unless customer/user seeks
assistance.
236. Selling Orientation (Wood): A company-centered rather than a client-centered
approach to conduct of business. This orientation tends to ignore what the customer/user
really wants and needs.
237. Service(s): Products such as a bank loan or home security, that is intangible or at least
substantially so.
238. Shopping Good Goods and products can be classified as convenience, shopping or
specialty. A shopping good is one that more time is spent selecting (browsing) than a
quick convenience good.
239. Slogan: The verbal or written portion of an advertising message that summarizes the
main idea in a few memorable words--a tag line.
240. Social Advertising: The advertising designed to education or motivates target
audiences to undertake socially desirable actions.
241. Social Class: A status hierarchy by which groups and individuals are classified on the
basis of esteem and prestige.
242. Specialty Advertising :The placement of advertising messages on a wide variety of
items of interest to the target markets such as calendars, coffee cups, pens, hats, note
paper, t-shirts, etc.

243. Specialty Good A specialty good is one that users/consumers will spend more time
searching for and time traveling to and pay higher for.
244. Store Layout: The interior layout of the store/library for the ease of user movement
through the store to provide maximum exposure of good and attractive display. Retail
store layout, is also successfully applicable to library layout.
245. Strategic Market Planning: The planning process that yields decisions in how a
business unit can best compete in the markets it elects to serve. The strategic plan is
based upon the totality of the marketing process.
246. Subculture: The segments within a culture that shares distinguishing meanings,
values, and patterns of behavior that differ from those of the overall culture.
247. Sales Cycle - the Sales Cycle term generally describes the time and/or process
between first contact with the customer to when the sale is made.
248. Sales Forecasts - also called sales projections, these are the predictions that sales
people and sales managers are required to make about future business levels, necessary
for their own organization to plan and budget everything from stock levels, production,
staffing levels, to advertising and promotion, financial performance and market
strategies.
249. Sales Promotion: An incentive to encourage the sale of a product/service e.g. money
off coupons, buy one, get one free.
250. Secondary Data: Researching information which has already been published.
251. Segmentation: The process of dividing a market into groups that display similar
behavior and characteristics.
252. Skimming Pricing: A pricing strategy where an organization sets an initial high price
and then slowly lowers the price to make the product available to a wider market.

253. Target Market: The particular segment of a total population on which the retailer
focuses its merchandising expertise to satisfy that submarket in order to accomplish its
profit objectives.
254. Target Market Identification: The process of using income, demographic, and life
style characteristics of a market and census information for small areas to identify the
most favorable locations.
255. Technology: The purposeful application of scientific knowledge; an environmental
force that consists of inventions and innovations from applied scientific and engineering
research.
256. Telephone Interview A telephone conversation between a representative of the
research organization, the interviewer, and a respondent or interviewee.
257. Thumbnail: A rough sketch for a layout for a piece of print advertising.
258. Transportation A marketing function that adds time and place utility to the product by
moving it from where it is made to where it is purchased and used. In includes all
intermediate steps in the process.
259. Telemarketing - any pre-sales activity conducted by telephone, usually by specially
trained telemarketing personnel - for instance, research, appointment-making, product
promotion.
260. Telesales - selling by telephone contact alone, normally a sales function in its own
right, ie., utilizing specially trained telesales personnel; used typically where low order
values prevent the use of expensive field-based sales people, and a recognizable product
or service allows the process to succeed.
261. Territory - the geographical area of responsibility of a sales person or a team or a sales
organization.
262. Test Marketing: Testing a new product or service within a specific region before
national launch.

263. USP : unique selling point or proposition - this is what makes the product offer
competitively strong and without direct comparison; generally the most valuable unique
advantage of a product or service, for the market or prospect in question; now superseded
by UPB.
264. Usage Segmentation: Dividing segment into non, light, medium or heavy users.
265. Utility: The state or quality of being useful.

266. VALS (values and lifestyles): An acronym standing for values and life styles. VALS
is a psychographic segmentation approach developed at Stanford Research Institute
International. This data is useful to public and private sector.
267. Value: The power of any good to command other goods in peaceful and voluntary
exchange.
268. Values: The beliefs about the important life goals that consumers are trying to achieve.
The important enduring ideals or beliefs that guide behavior within a culture or for a
specific person.
269. Variety: The number of different classifications of goods carried in a particular
merchandising unit.
270. Vision: A guiding theme that articulates the nature of the business and its intentions for
the future, based upon how management believes the environment will unfold. A vision
is informed, share, competitive and enabling.

271. Wants: The wishes, needs, cravings, demands or desires of human beings.
272. Word of mouth communication (WOM): This occurs when people share information
about products or promotions with friends--research indicate WOM is more likely to be
negative.