1. 1. Marketing term: Marketing
Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering,
and exchanging offerings that have value for
customers, clients, partners, and society at large.
(Source: AMA)
2. Marketing term: First-degree Price
Discrimination
The firm sells each unit at the maximum amount
each customer is willing to pay, so prices differ
across customers, and a given customer may pay
more for some units than for others. Also known as
'perfect price discrimination'.
3. Marketing term: Second-degree Price
Discrimination
A firm charges a different price for large quantities
than for small quantities, but all customers who buy
a given quantity pay the same price. Also known as
'Quantity Discrimination'.
4. Marketing term: Third-degree Price
Discrimination
A firm charges different groups of customers
different prices but charges a given customer the
same price for every unit sold. Also known as
'Multimarket Price Discrimination'.
5. Marketing term: Keep-Out Pricing
A pricing practice, common in oligopolistic market
situations, in which the large companies maintain
very low prices to discourage smaller competitors
and thus protect their own market shares.
6. Marketing Term: Umbrella Pricing
A pricing situation common in oligopolistic market
situations where the larger firms, by keeping prices
high, create room for smaller companies to operate
profitably below them.
7. Marketing term: Tie-in-sale
A customer may buy one good only he or she agrees
to buy another good or service. Vacation package
deals, for example, may include airfare and a hotel
room for a single price.
8. Marketing term: Wildcat
A business with a high level of opportunity and a
high level of threat.
9. Marketing term: KISS Principle
Acronym for 'Keep It Simple and Straightforward'
10. Marketing Term: ‘SoLoMo’
Definition: SoLoMo is the blend of social, local and
mobile. It represents the growing marketing trend of
targeting consumers based on their current location
with content or promotions designed to be shared
via social networks.
11. Marketing Term: ‘Tradigital’
Definition: Tradigital is the fusion of traditional and
digital. When applied to marketing, it effectively
means applying traditional principles of marketing
and branding to the digital space in order to gain
competitive advantage.
12. Marketing Term: After-market
Definition: The potential future sales generated by
owners of equipment for repair and replacement
parts.
13. Marketing Term: Vertical market
Definition: A situation in which an industrial product
is used by only one or a very few industry or trade
groups. The market is narrow but deep in the sense
that most prospective customers in the industry may
need the article.
14. Marketing Term: Red Oceans Vs. Blue Oceans
Red Oceans are all the industries in existence today
– the known market space. In the red oceans,
industry boundaries are defined and accepted, and
the competitive rules of the game are known. Here

2. companies try to outperform their rivals to grab a
greater share of product or service demand. As the
market space gets crowded, prospects for profits
and growth are reduced. Products become
commodities or niche, and cutthroat competition
turns the ocean bloody. Hence, the term red oceans.
Blue oceans, in contrast, denote all the industries
not in existence today – the unknown market space,
untainted by competition. In blue oceans, demand is
created rather than fought over. There is ample
opportunity for growth that is both profitable and
rapid. In blue oceans, competition is irrelevant
because the rules of the game are waiting to be set.
Blue Ocean is an analogy to describe the wider,
deeper potential of market space that is not yet
explored. (Thanks to Wikipedia)
15. Marketing Term: Bait and Switch Advertising
Strategy
A deceptive sales practice whereby a low-priced
product is advertised to lure customers to a store,
where they are then induced to buy higher priced
models by disparaging the less-expensive product.
16. Marketing Term: Raincheck
A promise given to customers when merchandise is
out of stock to sell them merchandise at the sale
price when the merchandise arrives.
17. Marketing term: Market fragmentation
The emergence of new market segments with
distinct needs and requirements out of previously
homogenous segments. These new segments limit
the usefulness of mass marketing and erode brand
loyalty.
18. Marketing Term: Zapping
The act of using a remote control to change
television channels when an advertisement begins.
19. Marketing Term: Weber's law
This states that product purchasers and users are
more interested in the relative differences between
products than in the absolute characteristics of
products standing alone.
20. Marketing Term: Hedonistic consumption
A focus on the sensory pleasures or hedonic benefits
provided by interaction with products or services.
21. Marketing Term: Outshopping
A practice whereby residents of smaller communities
travel to larger communities to shop when prices
become too high or assortments are not available in
the smaller communities. A situation in which
customers are shopping in other areas because their
needs are not being met locally.
22. Marketing Term: Junket
A publicity device in which members of the media
are brought to a company to observe the product
being made, research facilities, and the like.
23. Marketing Term: Engel's Law
The observation that the proportion of income spent
on food de-clines as income rises with given tastes
or preferences. This law or tendency was formulated
by Ernst Engel (1821-1896) in a paper published by
him in 1857.
24. Marketing term: Bleed advertisement
The print ads or brochures for which the color,
graphics, and/or artwork extends to the edge of the
page. Such pages have no unprinted margins or
borders and are usually sold at a premium price.
25. Marketing term: 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 surge
characterized as "the baby boom generation."
26. Marketing Term: Backgrounder sheet
A brief review of an organization's history, mission,
financial support, or other information provided to
the media with other publicity materials in order to

3. supply basic information that may be used in a news
story. It is also known as a fact sheet.
27. Marketing Term: Boomerang method
A method used by salespeople to respond to
customer objections by turning the objection into a
reason for acting immediately.
28. Marketing Term: Economic man
A model of human behavior assumed by economists
in analyzing market behavior. The economic person
is a rational person who attempts to maximize the
utility received from his/her monetary outflows and
sacrifices.
29. Marketing Term: Cannibalization
The loss of sales in established products experienced
by a firm resulting from its own introduction of new
products that are partial or complete substitutes.
That is, the new product "steals" some of the sales
of the established product.
30. Marketing Term: Market Basket Analysis
An algorithm that examines a long list of
transactions in order to determine which items are
most frequently purchased together. The end result
of the analysis should help companies determine
how to grow each customer's "basket."
31. Marketing Term: Fighting brand
A line extension of a main brand that is marketed by
one producer to compete directly with the lower-
priced products of other producers in a given
market. The fighting brand usually has a separate
brand identity and a low price. Its quality is usually
lower than that of the main brand; it may only be
temporarily on the market; and its purpose is to hold
customers without having to lower the price of the
main brand.
32. Marketing Term: Market rollout
The introduction of a new product into a market
sequentially. The rollout may be by geographical
areas, by applications or uses, or by individual
customers. Over time, depending on the speed of
the rollout, the entire market is covered.
33. Marketing Term: Residual market value
The image enhancing communication about the
product or service that remains with the consumer
after the sales promotion event is over.
34. Marketing Term: Acculturation
The process by which people in one culture or
subculture learn to understand and adapt to the
norms, values, life styles, and behaviors of people in
another culture or subculture.
35. Marketing Term: Bird dog
An individual who, for a fee, provides sales leads to a
salesperson. The individual also is called a spotter.
36. Marketing Term: Flea market
A flea market or swap meet is a type of bazaar that
rents space to people who want to sell or barter
merchandise ranging from low quality items to
bargain priced items of the highest quality or used
goods.
37. Marketing Term: DAGMAR
A process of establishing goals for an ad campaign
such that it is possible to determine whether or not
the goals have been met. It stands for Defining
Advertising Goals for Measured Advertising Results.
38. Marketing Term: Homeostasis
A state of physiological balance within the individual.
For example, lack of water leads to the
uncomfortable sensation of thirst. The individual
seeks products, such as soft drinks, that reduce the
ensuing tension to return to a state of physiological
balance or homeostasis.
39. Marketing Term: Captive market
The potential clientele of retail or service businesses
located in hotels, airports, railroad stations, etc.,

4. where consumers do not have reasonable
alternative sources of supply.
40. Marketing Term: Viral marketing
A marketing phenomenon that facilitates and
encourages people to pass along a marketing
message. Nicknamed viral because the number of
people exposed to a message mimicks the process of
passing a virus or disease from one person to
another.
41. Marketing Term: Canned story
A standardized sales presentation that includes all
the key selling points arranged in the order designed
to elicit the best response from the customer
42. Marketing Term: Choice rule
A method by which an individual is hypothesized to
make choices or decisions. A choice rule specifies the
manner in which the individual evaluates each
alternative under consideration.
43. Marketing term: Consumer Sentiment Index
The Index of Consumer Sentiment (ICS) was
developed at the University of Michigan Survey
Research Center to measure the confidence or
optimism (pessimism) of consumers in their future
well-being and coming economic conditions. The
index measures short- and long-term expectations of
business conditions and the individual's perceived
economic well-being. Evidence indicates that the ICS
is a leading indicator of economic activity as
consumer confidence seems to precede major
spending decisions.
44. Marketing term: Cold-canvassing
A method of prospecting under which a salesperson
calls on totally unfamiliar organizations and
prospects.
45. Marketing term: Metamarket
Metamarket describes a cluster of complementy
products and services that are closely related in the
minds of consumers but are spread across a diverse
set of industries.
46. Marketing term: Erratic demand
A pattern of demand for a product that is varied and
unpredictable - e.g., the demand for large
automobiles.
47. Marketing term: Dating
1. (sales promotion definition) A type of trade sales
promotion in which the retailer is allowed to buy a
certain amount of product from the manufacturer
and then pay for that product over a prolonged
period of time.
2. (Retailing definition) The dates in which discounts
can be taken or the full invoice amount is due.
48. Marketing term: Fashion
An accepted and popular style.
49. Marketing term: Market attractiveness
A measure of the profit potential inherent in the
structure of a market or industry. There are a
multitude of factors contributing to (and which can
be used to measure) market attractiveness. The
major categories and some examples from each of
the categories are provided in the following:
(1) Market factors-market growth rate, market size,
and life cycle stage;
(2) Economic and technological factors-invest-ment
intensity, industry capacity, bar-riers to entry or
barriers to exit, and access to raw materials;
(3) Competitive forces-types of direct rivals,
structure of competition and substitution threats,
bargaining power of buyers and suppliers; and
(4) Environmental factors-regulatory climate, degree
of social acceptance, and human factors. (Thanks to
AMA)
50. Marketing term: Selective demand

5. The demand for a specific brand marketed by a firm.
51. Marketing term: Sellers market
A combination of economic conditions that favor
sellers in negotiated transactions, usually because of
high levels of demand, scarcity of supply, etc. It is
the opposite of buyers market.
52. Marketing term: Buyers market
Economic conditions that favor the position of the
retail buyer (or merchandiser) rather than the
vendor. In other words, economic conditions are
such that the retailer can demand and usually get
concessions from suppliers in terms of price,
delivery, and other market advantages. It is the
opposite of a sellers’ market.
53. Marketing term: Cherry picking
A buyer selection of only a few items from one
vendor's line and others from another line, failing to
purchase a complete line or classification of
merchandise from one resource. It also sometimes
describes a customer's tendency to buy only items
on sale.
54. Marketing term: Cooperative marketing
The process by which independent producers,
wholesalers, retailers, consumers, or combinations
of them act collectively in buying or selling or both.
55. Marketing term: Kinesics
The study of body motions, such as gestures, facial
configurations, and other movements of the body.
56. Marketing term: Macromarketing
The study of marketing processes, activities,
institutions, and results from a broad perspective
such as a nation, in which cultural, political, and
social, as well as economic interaction are
investigated. It is marketing in a larger context than
any one firm.
57. Marketing term: Fashion cycle
The process by which a particular design, activity,
color, etc., comes into some popularity and then
phases out. This cycle of adoption and rejection is
quite similar to the product life cycle, but the fashion
cycle uses different terms to describe its phases: (1)
distinctiveness phase, in which the style is eagerly
sought; (2) emulation stage, in which its popularity
grows; and (3) economic stage, in which it becomes
available at lower prices to the mass market.
58. Marketing term: Value Proposition
A customer value proposition is the sum total of
benefits a customer is promised to receive in return
for his or her custom and the associated payment (or
other value transfer). A customer value proposition
is what is promised by a company's marketing and
sales efforts, and then fulfilled by its delivery and
customer service processes.
59. Marketing term: Soldiering
Working at much slower pace than the one of which
a person is capable.
60. Marketing term: Majority fallacy
A marketing strategy that directs a new product to
an entire market, or to the largest segment in it,
solely because of its size. Today, this "shotgun"
approach is felt to be almost always inferior to the
alternative strategy of targeting to smaller segments.
61. Marketing term: Telescoping error
Telescoping error is an error resulting from the
tendency of people to remember events as occurring
more recently than they actually did.
62. Marketing term: Evoked set
A group of relevant brands that a prospective
consumer is favorably familiar with when they are
thinking about making a purchase.
63. Marketing term: Inert set
Brands that a buyer is aware of when considering a
purchase but has no interest in.

6. 64. Marketing term: Inept set
Brands that a buyer is aware of when considering a
purchase, thinks poorly of , but uses in some way as
a source of information.
65. Marketing term: Puppy-Dog Close
A closing technique in which a salesperson urges an
indecisive prospect to "take it home, play with it
overnight", believing that once the product is in the
customer's keeping he or she will be unwilling to
part with it.
That means Let the customer try the product for free
in the hopes the customer will fall in love with it.
Example: "We’ll give you the product free for your
evaluation and only charge you if you don’t return
it."
Expected Outcome: The customer loves the product
and never thinks to return it.
Actual Outcome: The customer uses the product for
the trial period, returns it, then gets your competitor
to give them another trial period, and so forth.
66. Marketing term: Fast Moving Consumer Goods
(FMCG)
A term used in reference to frequently purchased
consumer goods, such as foodstuffs, toiletries, etc.
67. Marketing term: T-O technique
A closing technique commonly used in retailing
where one salesperson 'turns over' the customer to
another if he or she fails to close the sale.
68. Marketing term: Yuppie
Commonly used term to describe a lifestyle-based
market segment consisting of 'young, urban
professionals'.
69. Marketing term: Baby Bouncers
The generation of people who are the children of the
'baby boomers'; also referred to as Yuppie Puppies.
70. Marketing term: Browngoods
A classification of consumer durables which includes
television sets, radios and hi-fi equipment.
71. Marketing term: Whitegoods
A classification of consumer durables which includes
refrigerators, dishwashers, clothes dryers, washing
machines, etc.
72. Marketing term: Ho-Hum Products
A colloquial term used in reference to common,
everyday items (such as paper clips, drawing pins,
staples and scribble-pads) which cannot be
differentiated significantly from those of
competitors; purchasers of 'ho-hum' products will
generally favor the cheapest available.
73. Marketing term: Deal proneness
A consumer's general inclination to use promotional
deals such as buying on sale or using coupons.
74. Marketing term: Bagman
An eighteenth century term of British origin for a
salesperson
75. Marketing term: Price Fixing
The practice of two or more sellers agreeing on the
price to charge for similar products or services.
76. Marketing term: Radio wrap-around
The radio equivalent of a video news release, a radio
story lasting 90 seconds or less and including an
announcer who introduces sound bits from one or
more news sources.
77. Marketing term: Natural selection theory
A theory of retail institutional change that states
that retailing institutions that can most effectively
adapt to environmental changes are the ones most
likely to prosper or survive.
78. Marketing term: Pareto's Principle

7. The idea or notion in business, commonly known as
'the 80:20 rule', which says that eighty per cent of
the revenue comes from twenty per cent of the
products, that eighty per cent of the sales volume is
derived from twenty per cent of the customer
accounts, etc; named after Vilfredo Pareto, the
nineteenth century economist and sociologist.
79. Marketing term: Rapport
A close, harmonious relationship between a
salesperson and customer.
80. Marketing term: Terminal values
Terminal values represent preferred end states of
being or global goals that consumers are trying to
achieve in their lives.
81. Marketing term: Instrumental values
Instrumental values represent preferred modes of
conduct or preferred patterns of behavior.
82. Marketing term: Marketing myopia
Refers to focusing on products rather than
customers.
83. Marketing term: 4Cs & 4Ps of Marketing
1. Customer solution (Product) 2. Customer cost
(Price) 3. Convenience (Place) 4. Communication
(promotion)
84. Marketing Term: The Extended Marketing Mix
(7ps of Marketing)
1. Product 2. Price 3. Place 4. Promotion 5. People 6.
Process 7. Physical Evidence
85. McKinsey's 7s Framework
The McKinsey 7S model involves seven
interdependent factors which are categorized as
either "hard" or "soft" elements:
Hard Elements: Strategy Structure Systems
Soft Elements: Shared Values Skills Style Staff
The 7S model can be used in a wide variety of
situations where an alignment perspective is useful,
for example to help you:
* Improve the performance of a company. * Examine
the likely effects of future changes within a
company. * Align departments and processes during
a merger or acquisition. * Determine how best to
implement a proposed strategy.
86. Michael Porter's 3 Generic Strategies:
1. Overall Cost leadership 2. Differentiation 3. Focus
87. Sunk Cost:
A past expenditure that can not be recovered.
88. Marketing term: Investomer
An investomer is a person who buys products from
the same organizations in which he or she hold
shares
89. Marketing term: Low-end market
Low-end market consists of lower-priced products
suitable for customers who are not willing or able to
spend large amounts of money.
90. Marketing term: Engagement marketing
Sometimes called "experiential marketing," "event
marketing", "live marketing" or "participation
marketing," is a marketing strategy that directly
engages consumers and invites and encourages
consumers to participate in the evolution of a brand.
Rather than looking at consumers as passive
receivers of messages, engagement marketers
believe that consumers should be actively involved
in the production and co-creation of marketing
programs, developing a relationship with the brand.
(Source: Wikipedia)
91. Marketing term: Attack marketing
Attack marketing is a form of marketing that
incorporates a series of creative and strategic
techniques used to build and maintain public

8. awareness surrounding a person, place, product, or
event
92. Marketing term: Double-loop marketing
Double-loop marketing is based upon the notion
that in today's information-rich world, marketing
must of necessity be people and knowledge-driven
rather than product driven. A company must first
develop "mind share” by building a site that offers
genuinely- useful information and advice to
consumers. This is the first loop of the firm's
interaction with customers. Only after such a site
achieves credibility among its community of readers
can the company, in the second loop of customer
interaction, try to convert that "mind share" into
"wallet share." (Source: Wikipedia)
93. Marketing term: Article marketing
Article marketing is a type of advertising in which
businesses write short articles about themselves,
their company or their field of expertise as a
marketing strategy.
94. Marketing term: Article video marketing
is a new type of internet marketing and advertising
in which business create 2-5 minute short videos
about specific topics using content from articles and
other text sources. The videos are then uploaded to
various video sharing websites like youtube for
distribution and exposure.
95. Marketing term: Soft launch
A soft launch is the release of a website, hotel, or
other product or service to a limited audience. Soft-
launching is a method for gathering data on a
product's usage and acceptance in the marketplace,
before making it generally available as a hard launch
or grand opening. Companies may choose a soft
launch to test the viability of a product or to fine
tune a product before implementing a larger
marketing effort. (Source: WiKi)
96. Marketing term: Consumer confusion
Consumer confusion is a state of mind that leads to
consumers making imperfect purchasing decisions or
lacking confidence in the correctness of their
purchasing decisions
97. Marketing term: Mall intercept
A method of data collection in which interviewers in
a shopping mall stop or intercept a sample of those
passing by to ask them if they would be willing to
participate in a
research study; those who agree are typically taken
to an interviewing facility that has been set up in the
mall where the interview is conducted.
98. Marketing term: Reilly's law
A model used in trade area analysis to define the
relative ability of two cities to attract customers
from the area between them.
99. Marketing term: National character
The values, beliefs, and personality characteristics
that describe the people of a country in general
terms.
100. Marketing term: Car card
An advertising poster placed on buses, subways, etc.
101. Marketing term: Imitative strategy
An imitative strategy relies on the designs of other
companies in creating its designs. The imitative
company also may base its accompanying product
marketing strategy on the strategy of the market
leader or pioneer. Imitative strategies frequently are
used in the fashion goods, furniture, entertainment,
and food products industries.
102. Marketing term: Bangtail
Detachable advertisements on the reply envelop
commonly included with credit card or telephone
bills.
103. Marketing term: Brand equity

9. The value of a brand. From a consumer perspective,
brand equity is based on consumer attitudes about
positive brand attributes and favorable
consequences of brand use. (Source: AMA)
104. Marketing term: 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.
105. Marketing term: Brand Tribe
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.
106. Marketing term: Break-bulk
The process of dividing larger quantities into smaller
quantities in the transportation- warehousing
system as goods get closer to the final market.
107. Marketing term: Buying style
The way a customer buys a given product or service.
Buying styles range from deliberate buying to
impulsive buying.
108. Marketing term: Generic advertising
An approach to preparing advertising messages that
concentrates on the customer benefits that apply to
all brands in a product category, as opposed to
benefits that are unique to specific brands.
109. Marketing term: BRANDAID
A decision support system for determining the
marketing mix for a particular brand.
110. Marketing term: Parallel pricing
The practice of following the pricing practices of
other organizations, particularly competitors.
111. Marketing term: Ethnography
A detailed, descriptive study of a group and its
behavior, characteristics, culture, etc.
112. Marketing term: Acquisition value
The buyers' perceptions of the relative worth of a
product or service to them
113. Marketing term: Price sensitivity meter
A research method for establishing the range of
prices that buyers are willing to pay for a product or
service.
114. Marketing term: Brand Lift
A measurable increase in consumer recall for a
specific, branded company, product or service.
115. Marketing term: Weak product
A product in the decline stage of the product life
cycle or otherwise so short of market value that it is
destined for early abandonment.
116. Marketing term: Kotler's black box model
A model devised by U.S. marketing academic, Philip
Kotler, to explain the hidden nature of consumer
decision-making; using the well-established analogy
of the "black box" to represent the human mind,
Kotler describes the marketer's task as that of trying
to understand why, how, when and from whom,
consumers buy.
117. Marketing term: Negative advertising
The use of advertising messages that concentrate on
pointing out undesirable aspects of competing
products, services, organizations, or ideas. This
technique is frequently used in political advertising
to attack opposing politicians and political ideas.
118. Marketing term: Bingo card
Enquiry card bound into a magazine and containing
matrix of numbers or letters which correlate with
similar keys in advertisements or editorial items.
Facilitates reader enquiries and is usually prepaid for

10. return to publisher. May also be referred to as
readers' enquiry card.
119. Marketing term: Close-out
An offer at a reduced price to clear slow-moving or
incomplete stock.
120. Marketing term: Genericize
Colloquial term used to describe what happens to a
brand name when it becomes so well recognized by
consumers that the brand serves as the overall
category name. For example: Honda, Xerox, Scotch
tape, Post-it notes, Band-Aid etc
121. Marketing term: Gravity model
A theory about the structure of market areas. The
model states that the volume of purchases by
consumers and the frequency of trips to the outlets
are a function of the size of the store and the
distance between the store and the origin of the
shopping trip.
122. Marketing term: Network effect
The phenomenon whereby a service becomes more
valuable as more people use it, thereby encouraging
ever-increasing numbers of adopters.
123. Marketing term: Laggards
The fifth, and last, group of users to adopt an
innovation.
124. Marketing term: Transfer pricing
The pricing of goods and services that are sold to
controlled entities of the same organization, e.g.,
movements of goods and services within a
multinational or global corporation.
125. Marketing term: Adaptation pricing policy
A pricing for the rest of the world of adapting home
country prices to local competitive and market
circumstances. It also is known as polycentric pricing
policy.
126. Marketing term: Gift
An item of value that is offered by the seller as an
inducement to influence the consideration or
purchase of a product or service.
127. Marketing term: Gift
An item of value that is offered by the seller as an
inducement to influence the consideration or
purchase of a product or service.
128. Marketing term: Joint Demand
a situation in which demand for a product rises and
falls with demand for another product with which it
is used.
129. Marketing term: Derived Demand
Demand for one good or service occurs as a result of
the demand for another intermediate/final good or
service. This may occur as the former is a part of
production of the second. For example, demand for
coal leads to derived demand for mining, as coal
must be mined for coal to be consumed.
130. Marketing term: Residual demand
The market demand that is not met by other sellers
at any given price.
131. Marketing term: Impression management
The process by which individuals attempt to control
the impression other form of them
132. Marketing term: Remarketing
Marketing activity intended to encourage renewed
use of a product in which market interest has
declined
133. Marketing term: Brand Bonding
Building a strong relationship between a brand and
consumers in order to grow and retain customers.
134. Marketing term: Need-directed consumers

11. Representing consumers, who are motivated by
need rather than by choice.
135. Marketing term: Inner-directed consumers
Representing consumers, who buy to meet their
own inner-needs rather than in response to social
norms.
136. Marketing term: Outer-directed consumers
Representing consumers, who buy something with
an eye to appearances and to what other people
think.
137. Marketing term: Network Externality
Good has a network externality if one person’s
demand depends on the consumption of a good by
others.
138. Marketing term: First-degree Price
Discrimination
The firm sells each unit at the maximum amount
each customer is willing to pay, so prices differ
across customers, and a given customer may pay
more for some units than for others. Also known as
'perfect price discrimination'.
139. Marketing term: Second-degree Price
Discrimination
A firm charges a different price for large quantities
than for small quantities, but all customers who buy
a given quantity pay the same price. Also known as
'Quantity Discrimination'.
140. Marketing term: Palletisation
The packing of goods on to small wooden platforms,
or pallets, for ease of handling in shipment.
141. Marketing term: Bad Question
In a survey or questionnaire, any question that
distorts the fundamental communication between a
researcher and respondent; examples of bad
questions are those that are incomprehensible,
unanswerable, ask for a response to more than one
issue, or are 'loaded' in that they lead the
respondent in a particular way.
142. Marketing term: Bachelor Stage
The first stage of the family life cycle.
143. Marketing term: Hard Sell Approach
An approach to selling in which the salesperson puts
pressure on the buyer to make a commitment to
purchase; an approach typical of the period of the
'selling era' from the 1930s to 1950s.
144. Marketing terms: C-Type Response
A response to an advertisement or an advertising
campaign which is immediately obvious.
145. Marketing term: S-Type Response
A response to an advertisement or an advertising
campaign which is slow to take effect but gradually
gathers pace.
146. Marketing term: Backward Invention
A product strategy in international marketing in
which a company produces a less complex version of
its domestic product for developing and less-
developed countries.
147. Marketing term: Majority fallacy
A marketing strategy that directs a new product to
an entire market, or to the largest segment in it,
solely because of its size. Today, this "shotgun"
approach is felt to be almost always inferior to the
alternative strategy of targeting to smaller segments.
148. Marketing term: Intangible Product Attributes
The unobservable characteristics which a physical
good possesses, such as style, quality, strength,
beauty, etc
149. Marketing term: Tangible Product Attributes
Elements of a product which have physical
dimensions or are discernible by the senses.

12. 150. Marketing term: Balanced Product Portfolio
A product strategy in which a firm maintains an even
combination of new, growing and mature products.
151. Marketing term: Reverse Marketing Channel
A marketing channel in which goods (to be recycled
or reprocessed) flow backward from consumer to
intermediaries to producer; also called a Backward
Marketing Channel.
152. Marketing term: Deferred value
The value which a good or service will deliver at
some future time; for example, a university degree's
deferred value resides in the sum of the benefits it
will provide to the student during his or her lifetime.
153. Marketing term: Deceptive Packaging
Packaging intended to deceive the purchaser;
excessive ullage* creates the impression that the
volume of the contents is greater than it actually is.
*Ullage
The amount by which a bottle, box, packet, etc (of
soft drink, breakfast cereal, potato chips, or the like)
falls short of being full.
154. Marketing term: DIY Goods
Goods produced for the 'do-it-yourself' market.
155. Marketing term: Tactile Communication
A form of nonverbal communication or body
language in which touching, handshaking, kissing,
etc. conveys a message from sender to receiver.
156. Marketing term: Kennel-Keeper
A colloquial term used in reference to a marketer
whose products are largely 'dogs' - those with a
relatively small share of a slow-growth market.
157. Marketing term: Social advertising
The advertising designed to education or motivate
target audiences to undertake socially desirable
actions.
158. Marketing Term: Green Marketing
1. (Retailing definition) The marketing of products
that are presumed to be environmentally safe.
2. (Social marketing definition) The development and
marketing of products designed to minimize
negative effects on the physical environment or to
improve its quality.
3. (Environments definition) The efforts by
organizations to produce, promote, package, and
reclaim products in a manner that is sensitive or
responsive to ecological concerns. (Source: AMA)
159. Marketing Term: Customization VS.
Customerization
Customization means tailoring the product to the
special and unique needs of the customer. Each
buyer is potentially a unique segment. But,
Customerization is the customization of products or
services through personal interaction between a
company and the customer. A company is
customerized when it's able to dialogue with
individual customers and respond by customizing its
products, services, and messages on a one-to-one
basis. Customerization requires a company to shift
its marketing model from seller-centric to buyer-
centric. Here, customer becomes prosumer. (Source:
AMA, Wikipedia, Kotler)
160. Marketing term: Difference between Tagline
and Slogan
A tagline is a brief phrase that will help the
corporation be well known in its industry for years to
come. The main purpose of taglines is to help the
organization market its products or services to a
certain demographic. It also briefly states what the
organization’s goals are for the product. For
example, the tagline of Nokia: “Connecting People”.

13. Slogans are only used in certain advertising and
marketing campaigns that an organization decides to
take part in. The slogan changes all the time so that
the slogan can be current and resonate well with
consumers. Some slogans might make the consumer
feel safe and include phrases such as we put our
customers first or customer satisfaction guaranteed.
Nokia’s Lumia 900 Slogan: “Free Time Machine in
your Pocket”
Remember some companies may have same tagline
and slogan.
161. Marketing term: Below The Line (BTL)
Describes marketing which has a short-term
duration, such as non-media advertising, direct-mail,
e-mail, exhibitions, incentives, brochures, etc., which
is targeted directly at the consumer/customer. Often
used by companies on a limited budget.
162. Marketing term: PEST Analysis
Political Economical Social and Technological
Analysis. A business tool which is used in strategic
planning and helps to understand the environmental
influences on a business or orgasnisation.
163. Marketing term: Pester power
Pester power is a child's ability to affect their
parents' marketing decisions, often through the use
of nagging, or pestering.
164. Marketing term: Garbology
The study of consumer behavior and preferences for
foods and products by examining disposed goods
and other items found in the trash and garbage.
165. Marketing term: Horizontal buy
A purchase that is made from a direct competitor.
166. Marketing term: Top-of-mind awareness
(TOMA)
TOMA is a brand or specific product coming first in
customers' minds when thinking of a particular
industry.
167. Disruptive innovation
A disruptive innovation is an innovation that helps
create a new market and value network, and
eventually goes on to disrupt an existing market and
value network (over a few years or decades),
displacing an earlier technology.
168. Mojo
Magical or special power, referring to a charismatic
person, or a product with unusually seductive
qualities. Such people can be said to have their
'mojo working', an expression popularized by blues
singer Muddy Waters in his 1957 hit song 'Got My
Mojo Working'.
169. Five Forces Model
A tool developed by Michael Porter that analyzes an
industry in terms of five competitive forces:
bargaining power of suppliers, bargaining power of
buyers, threat of new entrants, threat of substitute
products, and rivalry between existing competitors.
170. Zapping
The act of using a remote control to change
television channels when an advertisement begins.
171. Geographical indications (GIs)
GIs are place names (in some countries also words
associated with a place) used to identify the origin
and quality, reputation or other characteristics of
products. For example, “Champagne”, “Tequila” or
“Roquefort”. -WTO/IPRs
172. Demarketing
1. (Economic definition) A term used to describe a
marketing strategy when the objective is to decrease
the consumption of a product.
2. (Social marketing definition) The process of
reducing the demand for products or services
believed to be harmful to society.
173. Gynocentrism

14. Promoting female-centered interests at the expense
of men.
174. Free rider
A person who receives the benefits of a good but
avoids paying for it.
175. Emotional Selling Proposition (ESP)
Marketing concept that seeks to create awareness
and acceptance by invoking specific emotional
attributes or feelings— e.g., sex appeal, nostalgia,
etc.
176. NILKIE
No Income, Lots of Kids - a demographic grouping.
177. Kidults
Adults who buy products that are predominantly
aimed at children.
178. Native Advertising
Native advertising is a web advertising method in
which the advertiser attempts to gain attention by
providing content in the context of the user's
experience.
179. Rainmaker
An employee, often an executive, who brings a lot of
business and income to a company.
180. Value Engineering
In manufacturing, a method of producing a product
at the lowest price but without sacrificing quality,
safety, etc., and at the same time meeting the
customers’ needs.
181. Political marketing
Marketing designed to influence consumers about
political issues, particular candidates for public
office, or public issues. Although political marketing
uses many of the same techniques that other forms
of marketing do, it is actually used to promote a
concept or an idea, rather than a specific product or
service, and to motivate people to vote for that idea.
182. Confusion Marketing
Controversial strategy of deliberately confusing the
customer. Examples are alleged to be found in the
telecommunications market, where pricing plans can
be so complicated that it becomes impossible to
make direct comparisons between competing offers.
183. Wow Factor
The instant appeal of a product, property, etc.,
which impresses and surprises people the first time
they see it.
184. Goodvertising (good+ advertising)
A new approach to advertising based on 10 simple
principles: Transparency, Connection, Simplicity,
Collaboration, Passion, Creativity, Contagiousness,
Generosity, Insight, and Full Commitment.
185. Mouse Potato
Amusing modern slang term for a person who sits
for long periods in front of a computer, especially
using the internet, instead of engaging in more
active and dynamic pursuits. Mouse Potato is a
clever adaptation of the older 1970s slang 'couch
potato', referring to a person who spends too much
time sat watching TV, eating and drinking too. Both
terms originated in the USA, although these lifestyles
are certainly not restricted to the USA.
186. House Poor
A situation that describes a person who spends a
large proportion of his or her total income on home
ownership, including mortgage payments, property
taxes, maintenance and utilities. House poor
individuals are short of cash for discretionary items
and tend to have trouble meeting other financial
obligations like vehicle payments.
187. S-commerce

15. (social + commerce) a type of e-commerce driven by
social media. Some experts explain s-commerce as a
general term which includes all online sales
generated via Facebook, Twitter, Pinterest and other
social media websites.
188. Point of Purchase (POP) advertising
A retail in-store presentation that displays product
and communicates information to retail consumers
at the place of purchase.
189. Profiteering
The taking advantage of a situation such as 'pohela
boishakh' to charge exorbitant prices and realize
excessive profits.
190. Jingle
A short song used in a promotional announcement,
usually mentioning a brand name or product benefit.
191. Blue-Sky Thinking
Open-minded, original and creative thinking, not
restricted by convention.
192. Parallel marriage
When husband and wife both work and share
household tasks.
193. 4Cs, 4Ps & 4As of Marketing
1. Customer solution (Product) [Acceptability] 2.
Customer cost (Price) [Affordability] 3. Convenience
(Place) [Accessibility] 4. Communication (promotion)
[Awareness]
194. Engagement marketing
Sometimes called "experiential marketing," "event
marketing", "live marketing" or "participation
marketing," is a marketing strategy that directly
engages consumers and invites and encourages
consumers to participate in the evolution of a brand.
195. Metamarket
Metamarket describes a cluster of complementy
products and services that are closely related in the
minds of consumers but are spread across a diverse
set of industries.
196. Earned Media
Media coverage that is gained through relationship
building, story pitching, and media relations work, as
opposed to paid advertising or other paid media
placement methods.
197. Reverse Marketing Channel
A marketing channel in which goods (to be recycled
or reprocessed) flow backward from consumer to
intermediaries to producer; also called a Backward
Marketing Channel.
198. Outer-directed consumers
Representing consumers, who buy something with
an eye to appearances and to what other people
think.
199. Developmental Marketing
Marketing activity intended to increase demand for
a product that appears to meet an evident market
need.
200. Grey Market/Parallel market
A grey (gray) market or parallel market is the trade
of a commodity through distribution channels which,
while legal, are unofficial, unauthorized, or
unintended by the original manufacturer. The most
common type of grey market is the sale of imported
goods (brought by small import companies or
individuals not authorized by the manufacturer)
which would otherwise be more expensive in the
country to which they are being imported.
For details:
http://en.wikipedia.org/wiki/Grey_market
201. Astroturfing (astroturf marketing)
Astroturfing is the artificial creation of a grassroots
buzz for a product, service or political viewpoint.

16. Commercially-motivated astroturfing is called
"astroturf marketing." Astroturf marketing has a
negative connotation, primarily because
disreputable marketers have used deceptive tactics
to build their buzz by taking advantage of the
anonymity the Internet provides.
Astroturf marketers typically use blogs, message
boards, podcasts, wikis, vlogs, chat rooms and social
media Web sites like MySpace when building an
artificial buzz.
202. Intellectual property rights (IPRs)
IPRs are the rights given to persons over the
creations of their minds. They usually give the
creator an exclusive right over the use of his/her
creation for a certain period of time.
203. VRM
VRM stands for Vendor Relationship Management.
VRM tools provide customers with both
independence from vendors and better ways of
engaging with vendors. To vendors, VRM is the
customer-side counterpart of CRM ( Customer
Relationship Management).
For details:
http://cyber.law.harvard.edu/projectvrm/Main_Pag
e
204. S-commerce
( “social” + “commerce”) — a type of e-commerce
driven by social media. Some experts explain s-
commerce as a general term which includes all
online sales generated via Facebook, Twitter,
Pinterest and other social media websites.
205. Citysumers
(city + consumers) — a new type of urban
consumers which are more focused on experiences,
more sophisticated, more demanding and more
mature.
206. Experience Crammers
applies to description of a new consumer behavior.
As consumption gets more temporary and transient,
deconstructing products into shorter, easier to
digest and affordable versions and makes it possible
for consumers to collect even more experiences as
often as possible.