2347 terms and definitions on Marketing Management. Powered by www.drawpack.com your visual business knowledge (try our free membership offer)

1. Encyclopedia Marketing Management (2347 Terms) Powered by www.drawpack.com; All rights reserved.
Management
A to Z Keyword Definition
Topic
Marketing
0-9 Management
3 Ms Three key resources: Men, Money and Minutes. Men means men and women, money mean budgets and minutes mean time.
Marketing
A Management
AAA American Academy of Advertising. An association of educators, students, and former educators in advertising.
Marketing
A Management
AAAA American Association of Advertising Agencies. An association whose members are ad agencies.
Marketing
A Management
Abandonment Rate The number of unique visitors that leave shopping carts prior to completing an online transaction.
―Above the Line‖ is the term commonly used for advertising for which a payment is made and for which commission is paid to
Marketing
A Management
Above the line the advertising agency. Methods of above the line advertising include television and radio, magazines, newspapers and
Internet.
Marketing A term borrowed from print newspapers that references the top portion of a Web page that is visible without scrolling.
A Management
Above-The-Fold
Important information should be presented above the fold to eliminate the need for scrolling by individuals browsing a web site.
Page 1 of 336

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Advertising is considered to be above the line. Traditionally, advertising agencies charged commission on advertising which
Marketing
A Management
Above-The-Line was 'above the line'. Other work by the agency such as design of sales promotions, mail shots and PR activities were charged
a fixed fee and appeared on the agency bill 'below the line'.
Marketing
A Management
Above-The-Line-Cost Any cost involved in the advertising production process, specifically listed in a budget
Marketing Acceptable Price A consumer expectation of the price range for a given product category; pricing below the acceptable price range will be
A Management Range perceived as inferior, pricing above the acceptable price range will be considered too expensive.
Marketing Access to library materials and services, on one dimension, is represented in the location of physical facilities. Because
A Management
Access
libraries are travelled-to outlets, marketing location theories can be applied successfully to library siting.
Marketing
A Management
Accordian insert An ad inserted in a magazine, folded with an accordian-style fold.
Marketing
A Management
Account classification the summation or grouping of like items into categories such as revenue accounts, liability accounts and expense accounts.
Marketing A person in an advertising agency who serves as the principal contact with a client(s), coordinating the work of agency staff
A Management
Account Executive
members assigned to that account.
Page 2 of 336

3. Encyclopedia Marketing Management (2347 Terms) Powered by www.drawpack.com; All rights reserved.
Marketing
A Management
Account Management The process by which an agency or supplier manages the needs of a client.
Marketing The functional area responsible for interacting with clients. Account Supervisors, Account Executives and Project Managers
A Management
Account Services
are all part of the Account Services team.
Marketing
A Management
Accountability Systematic inclusion of critical elements of program planning, implementation, and evaluation in order to achieve results.
Marketing Accredited
A Management Programmes
Modular study that is assessed by exam or by project based assignments towards achieving a qualification
Acculturation is the obtainment of culture by an individual or a group of people. The term originally applied only to the process
Marketing
A Management
Acculturation concerning a foreign culture, from the acculturing or accultured recipient point of view, having this foreign culture added and
mixed with that of his or her already existing one acquired since birth.
Marketing
A Management
Accumulation An audience-counting method, where each person exposed to a specific vehicle is counted once within a certain time period.
Marketing
A Management
Acetate Transparent plastic sheet frequently used for overlays in ad layouts.
Page 3 of 336

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Marketing A Classification Of Residential Neighbourhoods: a database which divides up the entire population of the UK in terms of the
A Management
ACORN
type of housing in which they live.
The users' perception of the relative worth of a product or service to them. Formally defined as the subjectively weighted
difference between the most a buyer would be willing to pay for the product or service, less the actual price of the item. Time
Marketing
A Management
Acquisition value user must spend to 'acquire' is often used as a surrogate for 'relative worth or price paid,' in library research. For example, a
user might be willing to expend drive time and a brief time in the library to check out a best seller, but not wait two weeks for a
copy to be returned.
Marketing
A Management
Action advertising Advertising intended to bring about immediate action on the part of the reader or viewer.
Marketing
A Management
Ad The name used to indicate an advertising message in the print media.
Marketing
A Management
Ad audience The number of unique users exposed to an ad within a specified time period.
Marketing A graphical image used as an advertisement and displayed within an HTML document. The image is most frequently linked to
A Management
Ad banner
the advertisers' website, where additional information is presented. See sample.
Marketing
A Ad blocker Software on a user‘s browser which prevents advertisements from being displayed.
Management
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Marketing
A Management
Ad campaign audit An activity audit for a specific ad campaign.
Marketing Ad centric
A Management measurement
Audience measurement derived from a third-party ad server's own server logs.
Marketing
A Management
Ad copy The printed text or spoken words in an advertisement.
Marketing Ad hoc market Ad-hoc research focuses on specific marketing problems. It involves the collection of data at one point in time from one sample
A Management research of respondents.
Marketing
A Management
Ad network An aggregator or broker of advertising inventory from many sites, for example, 24/7 Media.
Marketing A measure of advertising effectiveness in which a sample of respondents are exposed to an ad and then at a later point in time
A Management
Ad recall
are asked if they recall the ad.
Ad serving describes the technology and service that places advertisements on web sites. Ad serving technology companies
Marketing
A Management
Ad serving provide software to web sites and advertisers to serve ads, count them, choose the ads that will make the web site or
advertiser most money, and monitor progress of different advertising campaigns.
Page 5 of 336

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Marketing Any of a variety of methods used to qualitatively or quantitatively evaluate the effectiveness of an advertisement. Pre-testing
A Management
Ad testing
involves showing different ad prototypes to groups to determine which is the most effective.
Marketing
A Management
Ad Words A system to advertise on Google & partner sites on a CPC (cost per click) basis
A sales technique using a sales message and sales behavior adapted for each prospect in response to the specific sales
Marketing Adaptive Selling
A Management
situation. Electronic commerce is an ideal vehicle for this technique because of its ability to gather input from customers
through effective interfaces.
Marketing The increase in worth of a product or service as a result of a particular activity - in the context of marketing, the activity might
A Management
Added Value
be packaging or branding.
Marketing
A Management
Additional Markup The practice of adding a price increase on top of the original markup.
Marketing
A Management
Add-On In charge accounts, the purchasing of additional merchandise without paying in full for previous purchases.
Marketing
A Management
Adjacencies Time periods immediately before and after a television program, normally used as a commercial break between programs.
Page 6 of 336

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Marketing A measure of readership averages for print publications over a two-year period, used as a baseline for comparing specific ads
A Management
Adnorm
to an average.
Persons or agencies that adopt an innovation are often classified into five groups according to the sequence of their adoption
of it. (To illustrate this think of individual use of the Internet within the library, and for an agency, libraries that offer Internet
Marketing
A Management
Adopter categories access to the general public. 1) Innovators (first 2-5%); 2) Early adopters (10-15%)' 3) Early majority (next 35%); 4) Late
majority (next 35%); 5) Laggards (final 5-10%). This is important when considering how long it may take for the general public
to 'adopt' a product or service.
Marketing
A Management
Adoption A common model of stages in the purchase process ranging from; awareness, knowledge, evaluation, trial, and finally adoption
Marketing Asymmetric Digital Subscriber Line. Technology that allows data to be transmitted over copper pair telephone lines at up to 8
A Management
ADSL
Mbps. The technology allows internet access and telephony services to be available simultaneously.
Marketing
A Management
Advance premium A premium provided to a consumer, on the condition of some later purchase.
Marketing
A Advertisement A commercial message targeted to an advertiser‘s customer or prospect.
Management
Marketing
A Management
Advertiser The company paying for the advertisement.
Page 7 of 336

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Advertising is the paid promotion of goods, services, companies and ideas by an identified sponsor. Marketers see advertising
Marketing
A Management
Advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal
selling and sales promotion.
Marketing Advertising (Ad) Copy
A Management
The printed text and/or spoken words that deliver the message contained in an advertisement.
Marketing
A Management
Advertising agency Marketing specialist firm that assists advertisers in planning and implementing advertising programs.
Marketing
A Advertising allowance Money paid to a retailer by a manufacturer for featuring its brands in the retailer‘s advertising
Management
Marketing
A Management
Advertising budget The total amount of money that a marketer allocates for advertising over a period of time.
Marketing Advertising
A Management Campaign
A planned sequence of advertisements.
Marketing
A Management
Advertising Copy The written or verbal component of an advertising message
Page 8 of 336

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Marketing Advertising Degree to which an advertisement or advertising campaign achieves its stated objectives; typically gauged by measuring the
A Management Effectiveness campaign's impact on sales, brand awareness, and market share.
Marketing
A Management
Advertising elasticity The relationship between a change in advertising budget and the resulting change in product sales.
Marketing Advertising Exposure
A Management
An opportunity for a person to see or hear a marketing message.
Marketing Advertising
A Management impression
A possible exposure of the advertising message to one audience member.
Marketing Advertising Media
A Management
The various channels that advertisers employ to communicate messages to target audiences.
Marketing
A Management
Advertising message The use of words, symbols and illustrations to communicate to a target audience using prime media
Marketing Advertising 1) The purpose of an advertisement (for example, to inform, to persuade, to remind). 2) The specific goals of the advertiser,
A Management Objectives such as the amount of products sold or inquiries received.
Page 9 of 336

10. Encyclopedia Marketing Management (2347 Terms) Powered by www.drawpack.com; All rights reserved.
Marketing Advertising page
A Management exposure
A measure of the opportunity for readers to see a particular print advertisement, whether or not that actually look at the ad.
Marketing An explicit outline of what goals an advertising campaign should achieve, how to accomplish those goals, and how to
A Management
Advertising plan
determine whether or not the campaign was successful in obtaining those goals.
Research conducted to improve the efficacy of advertising. It may focus on a specific ad or campaign, or may be directed at a
Marketing
A Management
Advertising research more general understanding of how advertising works or how consumers use the information in advertising. It can entail a
variety of research approaches, including psychological, sociological, economic, and other perspectives.
Marketing Advertising response
A Management curve
Studies of this indicate that incremental response to advertising actually diminishes-rather than builds-with repeated exposure.
Marketing
A Management
Advertising revenue Revenue realized from the sale of advertising. See interactive advertising revenue.
Marketing
A Management
Advertising specialty A product imprinted with, or otherwise carrying, a logo or promotional message. Also called a promotional product.
The methodology advertisers use to achieve their advertising objectives. The strategy is determined by the particular creative
Marketing
A Management
Advertising strategy mix of advertising elements the advertiser selects, namely: target audience; product concept; communications media; and
advertising message.
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Marketing Advertising strategy Used to help define the product concept or to assist in the selection of target markets, advertising messages, or media
A Management research vehicles.
Marketing Advertising Value A commonly used PR measurement of the value of the space secured by PR executives had they bought that equivalent
A Management Equivalent (AVE) amount of space in advertising.
Marketing An advertorial is an advertisement written in the form of editorial copy in a printed publication. They are usually designed to
A Management
Advertorial
look like news stories.
Marketing
A Management
Advocacy advertising Advertising used to communicate an organization's views on issues that affect society or business.
Marketing
A Adware Free software which includes pop-up banner advertisements which cannot be dismissed. See ‗Banner Averts‘ and ‗Pop-up‘.
Management
Marketing A form of marketing or advertising used on the internet. Companies that sell products or services online link to relevant sites.
A Management
Affiliate Marketing
The advertising on the other or 'affiliate' sites is paid for according to results.
Marketing A grouping of businesses that provide support services to affiliate marketing programs. Services can include tracking
A Management
Affiliate Network
commissions and activity, marketing and sales support, etc.
Page 11 of 336

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Marketing A tendency for similar or complementary retail stores to be located in close proximity to one another. Often, retail
A Management
Affinities
establishments will be near one another in order to facilitate comparison shopping and attract large consumer audiences.
Marketing targeted at individuals sharing common interests that predispose them towards a product, e.g. an auto accessories
Marketing
A Management
Affinity Marketing manufacturer targeting motoring magazine readers. Also, a campaign jointly sponsored by a number of disparate organisations
that are non-competitive but have a particular interest in common.
A disclosure of information in an advertisement, required by the Federal Trade Commission or other authority, that may not be
Marketing
A Management
Affirmative disclosure desired by the advertiser. This information frequently admits to some limitation in the product or the offer made in the
advertisement.
Marketing
A Management
After Sales Service Services received after the original goods or service have been paid for.
Marketing
A Management
Agate line A measure of newspaper advertising space, one column wide and 1/14th inch deep.
The agency's fee for designing and placing advertisements. Historically, this was calculated as 15 percent of the amount spent
Marketing
A Management
Agency commission to purchase space or time in the various media used for the advertising. In recent years the commission has, in many cases,
become negotiable, and may even be based on some measure of the campaign's success.
Marketing The functional area responsible for activities related to creating and producing each project, including concept development,
A Management
Agency Services
copywriting, design, public relations, illustration, photography and printing.
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13. Encyclopedia Marketing Management (2347 Terms) Powered by www.drawpack.com; All rights reserved.
Represent an organisation and sell on their behalf. Usually paid by a percentage commission on sales. Unlike distributors,
Marketing
A Management
Agents agents do not hold nor buy stock. They just make contacts, take/win orders and pass the order onto the producer who
subsequently delivers the goods.
Marketing
A Management
Aggregate Data Data that is rolled up from a smaller unit to show summary data.
A concept of market segmentation that assumes that most consumers are alike. Combining buying power in specific
Marketing
A Management
Aggregation categories within the various business units within a company or with other companies in order to secure optimal pricing and
service agreements from suppliers.
Marketing
A Management
Aging The length of time merchandise has been in stock.
Marketing Attention, Interest, Desire, Action: a model describing the process that advertising or promotion is intended to initiate in the
A Management
AIDA
mind of a prospective customer.
Marketing
A Management
Aided recall A research method frequently used to determine what consumers remember about an advertisement they have seen or heard.
Marketing abbrev. activities, interests and opinions. A measurable series of psychographic (as opposed to demographic) variables
A Management
AIO
involving the interests and beliefs of users.
Page 13 of 336

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Marketing An artist's technique for creating a smooth gradation of color. It is often used to cover imperfections in a photograph, e.g., in a
A Management
Airbrush
model's skin.
Marketing
A Management
AIUAPR Awareness, Interest, Understanding, Attitudes, Purchase, Repeat purchase: a buying decision model.
Marketing Rather than provide all advertising services for one price, an agency may provide only the services that a client wishes to
A Management
Ala carte services
purchase.
The set of rules a search engine applies to web pages to determine which Web pages are displayed in the search results for a
Marketing
A Management
Algorithm search term. Search engines regularly change their algorithms to improve the quality of the search results, require constant
research and monitoring of optimization efforts.
Marketing
A Management
Allocation A sorting process that consists of breaking a uniform supply down into smaller and smaller groupings.
Marketing The alternative text that the browser displays when the surfer does not want to or cannot see the pictures present in a web
A Management
Alt Tag
page. Using alt tags containing key-words can improve the search engine ranking of the page for those keywords.
Marketing
A Management
Altavista One of the first large scale search engines.
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Marketing Alternative Advertising using vehicles other than traditional mass media; examples include text messaging on mobile phones and signs on
A Management Advertising supermarket shopping carts, etc.
Originally known as 'fringe media', ambient media are communications platforms that surround us in everyday life - from petrol
Marketing
A Management
Ambient Media pump advertising to advertising projected onto buildings to advertising on theatre tickets, cricket pitches or even pay slips. See
also 'buzz'.
A deliberate attempt by an organisation to associate itself with an event (often a sporting event) in order to gain some of the
Marketing
A Management
Ambush Marketing benefits associated with being an official sponsor without incurring the costs of sponsorship. For example by advertising during
broadcasts of the event. See also 'buzz'
Marketing Association of National Advertisers. An association whose members are advertisers, i.e., companies that advertise their
A Management
ANA
products or services.
Marketing
A Management
Analysis of Variance A statistical test employed with interval data to determine if k (k > 2) samples came from populations with equal means.
Marketing Analytical Hierachy A mathematical decision making technique that allows consideration of both qualitative and quantitative aspects of decisions. It
A Management Process (AHP) reduces complex decisions to a series of one-on-one comparisons, then synthesises the results.
Marketing Refers to a link on a web page, often found at the top or bottom of the page, that allows users to move to specific content on
A Management
Anchor
the web page.
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Marketing
A Management
Anchor Tag Code determining the destination of a link.
Marketing Animated
A Management advertisement
An ad that changes over time.
Marketing A format for graphic images that incorporates several images rotated in sequence. This technique is employed to deliver
A Management
Animated GIF
additional information in a limited space.
An animatic, also called a story reel, is a filmed version of a storyboard, created to test dramatic timing. At its simplest, an
Marketing animatic is a series of still images edited together and displayed in sequence. More commonly, a rough dialogue or sound
A Management
Animatic
track is added to the sequence of still images (usually taken from a storyboard) to test whether the sound and images are
working well together.
Animation is the technique in which each frame of a film or movie is produced individually, whether generated as a computer
Marketing
A Management
Animation graphic, or by photographing a drawn image, or by repeatedly making small changes to a model unit (see claymation and stop
motion), and then photographing the result with a special animation camera.
Marketing Stands for analysis of variance. A statistical test used with interval data to determine if samples came from populations with
A Management
ANOVA
equal means.
Model relating marketing strategy to general strategic direction. It maps product-market strategies - e.g. market penetration,
Marketing
A Management
Ansoff Matrix product development, market development and diversification - on a matrix showing new versus existing products along one
axis and new versus existing markets along the other.
Page 16 of 336

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The composite print of a film with final mixed track(s) and final picture color timings. In many contracts the delivery of the
Marketing approved answer print is specified because it means that post-production has ended and release printing can begin, although
A Management
Answer print
the majority of prints are usually made from an internegative. Should always be distinguished in conversation and film labeling
from a blacktrack answer print, which contains no soundtrack.
Federal antitrust policy is set forth in four laws: the Sherman Antitrust Act, the Clayton Act, the Federal Trade Commission Act,
Marketing
A Management
Antitrust Laws and the Robinson-Patman Act. These laws are negative in character and outlaw restraints of trade, monopolizing, attempting
to
Marketing
A Management
Aperture The opening in a camera that determines the amount of light that reaches the film or videotape.
Marketing
A Management
Appeal The advertisement's selling message.
The term used to describe companies that provide software or services to a network of customers on an ongoing basis.
Marketing Application Service
A Management Provider
Customers pay for those services often on a monthly or quarterly basis rather than purchasing software in its entirety from the
outset.
Marketing
A Management
Approach Salesperson's initial contact with a prospective customer.
Marketing
A Management
Approved Vendors A list of suppliers with whom purchasing agents are allowed to close contracts.
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Marketing
A Management
Arbitron Television and radio rating service that publishes regular reports for selected markets.
Marketing Area of dominant A geographic designation, used by Arbitron, that specifies which counties fall into a specific television market. See, also,
A Management influence (ADI) Designated Market Area .
Marketing A method of sampling in which the total area of interest is divided into sub-areas that are then randomly sampled. Each sub-
A Management
Area Sampling
area in the sample is completely enumerated.
Customers buy from inside their own home or office. And delivery follows suit - directly into the home or the office. This is
Marketing 'armchair shopping' since customers do not have to get up, go out, shop and traipse wearily home again. Direct mail, door-to-
A Management
Armchair shopping
door selling, telesales, network retailing, television shopping channels and, of course, the Internet all facilitate armchair
shopping.
Marketing
A Management
Art direction The act or process of managing the visual presentation of an ad or commercial.
Art director in the hierarchical structure of a movie art department, the Art Director works directly below the production designer
Marketing
A Management
Art Director and a large part of their duties include the administrative aspects of the art department. They are responsible for assigning
tasks to personnel, keeping track of the art department budget and scheduling, as well as over all quality control.
Marketing
A Management
Art proof The artwork for an ad, to be submitted for client approval.
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Marketing Company that designs and produces artwork and illustrations for advertisements, brochures, and other communication
A Management
Art studio
devices.
Marketing
A Management
Artwork The visual components of an ad, not including the typeset text.
Marketing Aspirational Group
A Management
A reference group which a person desires to emulate or be associated with.
Marketing Asset led marketing uses product strengths such as the name and brand image to market both new and existing products.
A Management
Asset Led Marketing
Marketing decisions are based on the needs of the consumer AND the assets of the product.
Marketing
A Management
Assignments An assessed work based project report. Assignments are part of the assessment procedure when studying for a qualification
Marketing
A Management
Assortment The range of choice offered to a consumer within a particular classification of merchandise
Marketing the design of an environment via visual communications, lighting, colors, music, and scent to stimulate customers' perceptual
A Management
Atmospherics
and emotional responses and ultimately to affect their purchase behavior.
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Marketing
A Management
Attention The process whereby a person concentrates on some features of the environment to the (relative) exclusion of others.
Marketing
A Management
Attention value A consideration in selecting media based on the degree of attention paid to ads in particular media by those exposed to them.
A learned predisposition to respond in a consistently favourable or unfavourable manner with respect to a given object. Such
Marketing attitudes are a result of experiences, awareness and the wants and needs of individuals. Since an understanding of attitudes
A Management
Attitude
helps to understand behaviour, marketers need to be acquainted with the subject in an order to make informed assumptions
about future consumer behaviour.
Marketing Fixed costs or variable costs incurred by and solely for a particular product, department, program, sales territory, or customer
A Management
Attributable Costs
account.
Marketing In the psychology of personality, an explanation of social behavior by attributing to it the core characteristics of the individual
A Management
Attribution Theory
rather than the specifics of the situation they might be in.
Marketing An establishment that gathers buyers and sellers in one location where buyers can examine merchandise before submitting
A Management
Auction house
competing purchase offers.
Marketing The number of people or households exposed to a vehicle, without regard to whether they actually saw or heard the material
A Management
Audience
conveyed by that vehicle.
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Marketing Audience
A Management composition
The demographic profile expressed as a percentage of the total audience of a particular advertising vehicle.
Marketing
A Management
Audience duplication The number of people who saw or heard more than one of the programs or publications in which an ad was placed.
Marketing A radio or TV station's share is the percent of time people in that market spend with that station - it is not a percentage of
A Management
Audience share
people.
Marketing A diary kept by selected audience members to record which television programs they watched, as a means of rating television
A Management
Audilog
shows. Used by A.C. Nielsen.
Marketing
A Management
Audimeter An electronic recording device used by A.C. Nielsen to track when a television set is in use, and to what station it is set.
Marketing
A Management
Audiovisual materials Non-book materials such as filmstrips, recordings, films, records, video and audio cassettes, and compact discs (CDs).
Marketing the systematic collection, analysis and evaluation of information relating to the internal and external environments that answers
A Management
Audit
the question ‗Where are we now?' for the organisation.
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Marketing Audit Bureau of
A Management Circulations (ABC)
A company that audits the circulation of print publications, to insure that reported circulation figures are accurate.
Marketing
A Augmented brand The additional customer services and benefits (―added value‖) that are built around the core product or service offering.
Management
On top of the tangible product are more intangibles which augment, or increase the value of the product. This 'augmented
Marketing
A Management
Augmented Product product' can include guarantees, and services like credit facilities, delivery, installation, training, advice, servicing, insurance,
and more.
Marketing A vendor who has a franchise to sell a manufacturer's goods. The authorized dealer is usually one of a few selected dealers in
A Management
Authorized Dealer
a geographic trading area.
Marketing
A Management
Availability Advertising time on radio or television that is available for purchase, at a specific time.
Marketing The total group of customers who have an interest in a interest in a product or service, have access to it, and have the ability to
A Management
Available market
buy it.
Marketing Average Audience The number of homes or persons tuned to a television program during an average minute, or the number of persons who
A Management (AA) viewed an average issue of a print publication.
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Marketing Average Cost Per
A Management Unit
Calculated as the sum of fixed costs and variable costs at a given level of output, divided by the number of units.
Marketing
A Management
Average Cost Pricing A practice of adding a reasonable markup (determined by market comparisons) to the average cost of a product.
Marketing Average Variable
A Management Cost
Total variable cost divided by the number of units produced and sold.
Marketing Advertising or other promotional activity (e.g. public relations) whose primary purpose is to increases general knowledge of the
A Management
Awareness
company, and to make people feel more positive towards it.
Marketing The period from the end of World War II until the early 1960s when the number of births increased significantly, resulting in a
B Management
Baby Boom
population bubble of significant size.
Marketing
B Management
Back Link A link from one website to another
Marketing
B Management
Back Order An order of products or goods that a vendor has not been able to fill but intends to ship as soon as the goods are available.
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Marketing
B Management
Back to back Running more than one commercial, with one following immediately after another.
Marketing
B Management
Bait advertising Advertising a product at a very low price, when it is difficult or even impossible to obtain the product for the price advertised.
Marketing A deceptive sales practice whereby a low-priced product is advertised to lure customers to a store. Once a consumer has
B Management
Bait and Switch
entered a retail establishment, they are induced to buy higher priced model or good.
Marketing Balance Sheet An approach used by salespeople to gain a commitment from a buyer by asking the buyer to consider pros and cons of various
B Management Method alternatives. This method has been attributed to Ben Franklin.
A technique allowing a company to monitor and manage performance against defined objectives. Measurements might
Marketing
B Management
Balanced Scorecard typically cover financial performance, customer value, internal business process, innovation performance and employee
performance.
Marketing Merchandise that is offered by a store in sufficient quantities, colours, styles, sizes and assortment characteristics to meet the
B Management
Balanced Stock
customers' needs.
Marketing A ballot box is a temporarily sealed container, usually cuboid, with a narrow slot in the top sufficient to accept a ballot paper in
B Management
Ballot box
an election but which prevents anyone from accessing the votes cast until the close of the voting period.
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25. Encyclopedia Marketing Management (2347 Terms) Powered by www.drawpack.com; All rights reserved.
The range of frequencies, expressed in Kilobits per second, that can pass over a given data transmission channel within a
Marketing
B Management
Bandwidth frame relay network. The bandwidth determines the rate at which information can be sent through a channel - the greater the
bandwidth
Marketing An online graphical web advertisement that may contain a static or moving image and copy extending across the full page
B Management
Banner Ad
width and offering a hyperlink to the home or landing page. It typically measures 468 pixels wide and 60 pixels tall.
Marketing
B Management
Banner Adverts Adverts on web pages used to build brand awareness or drive traffic to the advertisers own website.
Marketing The Broadcasters' Audience Research Board. Responsible for providing estimates of the number of people watching
B Management
BARB
television. This includes the channels and programmes being watched, at what time, and the type of people who are watching.
Marketing An information technology application that uniquely identifies various aspects of product characteristics, increasing speed,
B Management
Barcode
accuracy, and productivity of distribution process
Marketing Barriers to Economic, legal, psychological, technical, and other forces that limit access to markets, thereby reducing the threat of new
B Management Entry competition.
Marketing
B Management
Barter Exchanging merchandise, or something other than money, for advertising time or space.
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26. Encyclopedia Marketing Management (2347 Terms) Powered by www.drawpack.com; All rights reserved.
BCG (Boston Model for product portfolio analysis. Products can be classified as: Stars - high growth and market share; Cash Cows - high
Marketing
B Management
Consulting Group) market share and low growth rate; Question marks ? low market share in high growth rate markets; Dogs - low market share
Matrix and low growth rate.
Marketing
B Management
Behaviour The actions of an individual or group in a given situation.
Marketing Behavioural
B Management segmentation
Behavioural segmentation divides customers into groups based on the way they respond to, use or know of a product.
Marketing Non-media advertising or promotion when no commission has been paid to the advertising agency. Includes direct mail, point
B Management
Below the Line
of sale displays, giveaways. See also, 'above the line' and 'push versus pull promotion'.
Marketing
B Management
Below-The-Line-Cost Any operational cost in that is not specifically itemized in the operational budget.
Marketing
B Management
Ben Day process A shading or dot pattern on a drawing.
Marketing Process in which an organization continuously compares and measures itself against business leaders anywhere in the world
B Management
Benchmarking
to learn how it could improve performance.
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27. Encyclopedia Marketing Management (2347 Terms) Powered by www.drawpack.com; All rights reserved.
Marketing
B Management
Benefit segmentation A form of market segmentation based on the benefits people are seeking from a product.
Marketing
B Management
Bid Written sales proposal from a vendor.
Marketing
B BIDDY Buy it – Don‘t Do It Yourself – a demographic grouping.
Management
Marketing
B Management
Bill of Lading A document in international trade that is required to establish legal ownership and facilitate financial transactions.
A billboard or hoarding is a large outdoor signboard, usually wooden, found in places with high traffic such as cities, roads,
Marketing
B Management
Billboards motorways and highways. Billboards show large advertisements aimed at passing pedestrians and drivers. The vast majority of
billboards are rented to advertisers rather than owned by them.
Marketing
B Management
Billings Total amount charged to clients, including the agency commission, media costs, production costs, etc.
Marketing
B Management
Black Space The business opportunities that a company has formally targeted and organised itself to capture. Compare with 'white space'.
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28. Encyclopedia Marketing Management (2347 Terms) Powered by www.drawpack.com; All rights reserved.
Marketing
B Management
Bleeds Colors, type, or visuals that run all the way to the edge of the page.
Marketing An integrated programme with a blend of interactive online tuition, face-to-face classroom workshops, assignments and a
B Management
Blended E-Learning
Learning Log
Marketing
B Management
Blinking A media planning tactic that schedules activity on a week, off a week, for a specified period of time.
Marketing Contraction of Web log. An internet publishing device allowing an individual or company to express their thoughts and opinions.
B Management
Blogs/Blogging
Businesses can use blogs as a marketing communication channel.
Marketing
B Management
Blow-in card An advertisement, subscription request, or other printed card "blown" into a print publication rather than bound into it.
Marketing
B Management
Blueline A photoprint made from stripped-up negatives or positives, used as a proof to check position of image elements.
Marketing
B Management
Bluetooth Open specification for short range communication between wireless devices.
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29. Encyclopedia Marketing Management (2347 Terms) Powered by www.drawpack.com; All rights reserved.
Marketing Text matter which comprises the major content of an article or publication other than mastheads, headlines, sub-heads, call-
B Management
Body copy
outs, charts and graphs. Sometimes called Body Text.
Marketing
B Management
Body Language The gestures, poses, movements, and expressions that a person uses to communicate.
Marketing An added quantity of some product or service that is awarded to the buyer for making a purchase. Also, a cash incentive
B Management
Bonus
offered to sales people for reaching or exceeding pre-determined sales goals.
Marketing A means of analysing and categorizing the performance of business units in large diversified firms by reference to market
B Management
Boston Group Matrix
share and growth rates. It was developed by the Boston Consultancy Group (BCG).
Marketing Bottom Up Sales Each sales person makes their own forecast for their own product or service in their particular area. These are all then
B Management Forecasting added together to get a bottom-up forecast.
Marketing Designing a selling strategy by starting with the very basic needs of the customer, finding the most effective positioning for a
B Management
Bottom-Up Marketing
product and working up from there.
Marketing
B Management
Bottom-Up Planning Plans created by lower levels of management or staff without input from higher levels of management.
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30. Encyclopedia Marketing Management (2347 Terms) Powered by www.drawpack.com; All rights reserved.
Marketing A coupon or other selling device included in a customer ordered product, premium, refund, or other package that attempts to
B Management
Bounce Back Offer
sell more of the same or different product to the recipient.
Marketing An agency that provides a limited service, such as one that does creative work but does not provide media planning, research,
B Management
Boutique
etc. Usually, this refers to a relatively small company.
Marketing An unfair trade practice which occurs when someone in the insurance business refuses to have business dealings with another
B Management
Boycott
until he or she complies with certain conditions or concessions
Marketing Stands for Buying Power Index. This is a weighted index that converts three population, effective buying income, and retail
B Management
BPI
sales into a measurement of a market's ability to buy and expressed as a percentage of total U.S. potential.
Marketing
B Management
Brainstorming A problem-solving technique that involves creating a list that includes a wide variety of related ideas.
Marketing The set of physical attributes of a product or service, together with the beliefs and expectations surrounding it - a unique
B Management
Brand
combination which the name or logo of the product or service should evoke in the mind of the audience.
Marketing Brand The development and implementation of a plan for linking company, brand, product, and feature names to optimize a
B Management Architecture company‘s brand awareness.
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31. Encyclopedia Marketing Management (2347 Terms) Powered by www.drawpack.com; All rights reserved.
Marketing Brand
B Management Associations
The feelings, beliefs and knowledge that consumers perceive about brands.
Brand attributes are the functional and emotional associations which are assigned to a brand by its customers and prospects.
Marketing
B Management
Brand Attributes Brand attributes can be either negative or positive, and can have different degrees of relevance and importance to different
customer segments, markets and cultures. Brand attributes are the basic elements for establishing a brand identity.
A brand audit is a comprehensive and systematic examination of a brand involving activities (both tangible and intangible) to
Marketing
B Management
Brand Audit assess the health of the brand, uncover its sources of equity and suggest ways to improve and leverage that equity. The brand
audit requires the understanding of brand equity sources from the perspective of both the firm and the consumer.
Brand awareness is a common measure of marketing communications effectiveness. Brand awareness is measured as the
proportion of target customers which has prior knowledge of the brand. It is measured by two distinct measures; brand
Marketing recognition and brand recall. Brand recognition is the customers' ability to confirm prior exposure/knowledge of a brand when
B Management
Brand Awareness
shown or asked explicitly about the brand (also referred to as aided or prompted awareness). Brand recall is the customers'
ability to retrieve a brand from memory when given the product category but not mentioning of the brand (also referred to as
spontaneous or unaided awareness).
Marketing
B Management
Brand building Developing a brand's image and standing with a view to creating long term benefits for brand awareness and brand value.
Brand champions are internal and external story tellers who spread the brand vision, brand values and cultivate the brand in an
organisation. Every organisation needs committed and passionate brand champions. The more employees the organisation
Marketing
B Management
Brand Champion can turn into brand champions, the better will it be equipped to build and maintain strong brand equity. Singapore Airlines,
L'Oreal, Harley Davidson, Nike, Google and LEGO are well-known examples of companies which benefit tremendously from
their employees being strong and dedicated brand champions.
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32. Encyclopedia Marketing Management (2347 Terms) Powered by www.drawpack.com; All rights reserved.
Strong brands are managed by organisations characterized by their strong internal brand cultures. A strong brand culture is
Marketing determined by the internal attitudes towards branding, management behaviour and practices of an organisation. These
B Management
Brand Culture
combined efforts are crucial to build and maintain strong brand equity through competitive advantages from branding. The
most prominent person to lead these efforts is the CEO and the senior management team.
Marketing Brand development
B Management index (BDI)
A comparison of the percent of a brand's sales in a market to the percent of the national population in that same market.
The brand equity concept stresses the importance of a brand in marketing strategies, and has become a leading indicator in
measuring the strength and value of a brand. Brand equity is defined in terms of the marketing effects uniquely attributable to
Marketing
B Management
Brand Equity the brand. Brand equity relates to the fact that different outcomes result in the marketing of a product or service because of its
brand name, as compared to if the same product or service did not have that name. Brand equity can be measured across
different dimensions like brand awareness, brand loyalty, perceived quality, brand associations etc.
An organisation wants to build and maintain strong brand equity for the respective brands in their portfolio including the
Marketing
B Management
Brand Equity Strategy corporate brand. The brand equity strategy serves as a guide for these marketing efforts and illustrates the plans and tactics
needed to meet the brand objectives.
The brand essence is an articulation of the "heart and soul" of the brand. A brand essence is typical three to five short word
Marketing
B Management
Brand Essence phrases that capture the core essence or spirit of the brand positioning and the values characterizing the brand. The brand
essence is the description which defines a brand and the guiding vision of the brand.
Marketing
B Management
Brand Expansion The exposure of a brand to a broader target customer market, geographic market, or distribution channels.
The application of a brand beyond its initial range of products, or outside of its category. This becomes possible when the
Marketing
B Management
Brand Extension brand image and attributes have contributed to a perception with the consumer/user where the brand and not the product is the
decision driver.
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33. Encyclopedia Marketing Management (2347 Terms) Powered by www.drawpack.com; All rights reserved.
Brand guidelines are internal tools available in an organisation to educate, reinforce and motivate all involved in building and
maintaining strong brands. Brand guidelines are crucial in establishing and enhancing a strong and dedicated brand culture.
Marketing The brand guidelines can take various forms and methods, and could consist of brand vision, brand identity, brand strategy
B Management
Brand Guidelines
guidelines, a short description of the brand, brand values, brand positioning, positioning guidelines, communication tips, writing
style guidelines, design style guidelines, and company-wide contact details to obtain more information from central brand
management.
A unique set of functional and mental associations the brand aspires to create or maintain. These associations represent what
Marketing the brand should ideally stand for in the minds of customers, and imply a potential promise to customers. It is important to keep
B Management
Brand Identity
in mind that the brand identity refers to the strategic goal for a brand while the brand image is what currently resides in the
minds of consumers.
A unique set of associations within the minds of target customers which represent what the brand currently stands for and
Marketing
B Management
Brand Image implies the current promise to customers. The brand image is what is currently in the minds of consumers, whereas brand
identity is aspirational from the brand owners' point of view.
Marketing Brand loyalty is the strength of preference for a brand compared to other similar available brand options. It is measured
B Management
Brand Loyalty
through a range of different dimensions e.g. repeat purchase behavior, price sensitivity.
Brand management is the process of managing an organisation's brand or portfolio of brands in order to maintain and increase
long-term brand equity and financial value. Brand management is applied by the person or group responsible for designing
Marketing
B Management
Brand Management brand identities, aligning them for maximum effectiveness, ensuring that they are not compromised by tactical actions,
evaluating effectiveness of brand communication programs, valuing financial brand value, and designing appropriate brand
crisis management plans among many other strategic and tactical tasks.
Marketing
B Management
Brand Manager Marketing manager responsible for a single brand.
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34. Encyclopedia Marketing Management (2347 Terms) Powered by www.drawpack.com; All rights reserved.
Marketing Brand mapping is a research technique to identify and visualize the core positioning of a brand compared to competing brands
B Management
Brand Mapping
on various dimensions.
Marketing That part of a brand name that cannot be spoken. It is usually symbol, picture, design, distinctive lettering, color, or
B Management
Brand Mark
combination of the preceding.
Marketing
B Management
Brand name The part of a brand consisting of words or letters that form a name to identify and distinguish a firm's offerings.
The brand personality is the brand image or brand identity expressed in terms of human characteristics. The brand personality
Marketing
B Management
Brand Personality must ideally include distinguishing and identifiable characteristics which offer consistent, enduring and predictable messages
and mental perceptions.
Brand positioning is the "market space" a brand is perceived to occupy in the mind of the target audience. All strong marketing
Marketing
B Management
Brand Positioning communications programs need to focus on only few messages to achieve better impact in an increasingly noisy environment.
The brand positioning is the part of the brand identity that management decides to actively communicate to the market.
A brand positioning statement describes the "mental space" a brand should occupy in the minds of a target audience. It serves
as an internal document which guides most of a company's marketing communications strategies, programs and tactics. The
Marketing Brand Positioning
B Management Statement
brand positioning statement focuses on the elements and associations which meaningfully set a brand apart from the
competition. It is typically constructed in the following format: "To (target market), Brand X is the brand of (frame of reference)
that (point of difference) because (reasons).
Marketing
B Management
Brand Power A measure of the ability of the brand to dominate its product category.
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35. Encyclopedia Marketing Management (2347 Terms) Powered by www.drawpack.com; All rights reserved.
Marketing Brand recall is the customers' ability to retrieve a brand from memory when given the product category but not mentioning of
B Management
Brand Recall
the brand (also referred to as spontaneous or unaided awareness).
Marketing Brand recognition is the customers' ability to confirm prior exposure/knowledge of a brand when shown or asked explicitly
B Management
Brand Recognition
about the brand (also referred to as aided or prompted awareness).
Marketing Brand relevance is the alignment of a brand, its brand attributes, brand identity and brand personality with the primary needs
B Management
Brand Relevance
and wants of the target audience.
Brand revitalization of a fading brand or a portfolio of brands is sometimes necessary for an organisation. Changes in the
Marketing marketing environment, competitors' strategies, consumer behaviour, evolutions of cultures and many other factors can lead to
B Management
Brand Revitalisation
erosion of the brand equity over time. A brand revitalization program is involving strategies to recapture lost sources of brand
equity and ways to identify and establishing new sources of brand equity for the brand or the brand portfolio.
An easily and recognisable and memorable phrase which often accompanies a brand name in marketing communications
Marketing Brand Slogan/ Brand programs. The brand slogan and tagline helps customers to remember the brand and reinforces mental associations.
B Management tagline Consistent and well-known examples are Nike "Just do it", HSBC "The world's local bank", HP "Invent", and Singapore Airlines
"A Great Way to Fly".
Marketing The 'big picture' plans and tactics deployed by an organisation/brand owner to create long-term brand equity and competitive
B Management
Brand Strategy
advantages from branding.
Marketing
B Management
Brand Switching A purchasing pattern characterized by a change from one brand to another.
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36. Encyclopedia Marketing Management (2347 Terms) Powered by www.drawpack.com; All rights reserved.
The modern consumer is buying experiences rather than commodities hence the importance of branding in many product and
service categories. Therefore, the consumer decision process involves brand attributes and brand associations, which are
largely image driven, intangible and symbolic. The group as a social institution serves as an important part of these consumer
Marketing decisions as the importance and strengths of intangible brand attributes and brand values are related to how these factors are
B Management
Brand Tribe
perceived and ranked in a group or clusters of groups of which the consumer is part of. A brand tribe is a formal or informal
group of consumers whom share the same awareness, passion and loyalty for a brand or a portfolio of brands. Brand tribes
can be identified as strong drivers of brand strengths for many international brands like LEGO, Bang & Olufsen, Nike, Giorgio
Armani, Banyan Tree Hotels and Resorts, Singapore Airlines, Timberland and many other unique brands.
Brand value is the financial premium derived from loyal target audiences committed to a brand and willing to pay extra for the
brand as compared to a generic product or service in the same category. The brand value can be calculated in financial terms
and demonstrates the value of the brand or a portfolio of brands as part of a corporation's intangible assets. The valuation of
Marketing brands is important for several reasons. Shareholders and advisors can assess the financial value of their corporate brand, an
B Management
Brand Value
individual brand or a portfolio of brands. Management teams can benefit from the brand value as a useful tool for measuring
performance, for taxation purposes, in an event of an acquisition or disposal. Financiers can use the brand value when
assessing the borrowing capacity of a company when arranging funding facilities. An increasing number of lending institutions
recognize the value of intangible assets such as brands as collateral for loans.
The functional, emotional, and self-expressive benefits delivered by the brand that combined provide value to the customer.
Marketing Brand Value
B Management Proposition
The brand value propositions provide the rationale (tangible and intangible dimensions and associations) for making one brand
choice over other available brand choices.
An identifying symbol, sign, name, or mark that distinguishes an organization or a product from its competitors; the intangible
Marketing
B Brand sum of an organization‘s attributes—it can include its name, its history, its reputation, its packaging, and the way it is
Management advertised.
Branding Excellence is both an indicator of brand strength and a unique measure of the brand leadership capabilities of an
organisation. Strong brands create profitable businesses, and organisations must seek to obtain branding Excellence to benefit
Marketing and leverage fully from branding. A strong brand is characterized by a unique brand promise, and an outstanding brand
B Management
Branding Excellence
delivery, and branding excellence measures this balance and the outcome including guidance on how to improve. Branding
Excellence measures and describes how brand leadership internally in a corporation can add significant value in terms of
brand strength and brand value.
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Marketing The process of developing and communicating brand attributes and brand identity to build marketplace awareness and
B Management
Branding
acceptance in order to meet sales and revenue goals.
Marketing
B Management
BRC Business Reply Card. A pre-addressed, postpaid card typically used to generate response to an offer.
Marketing
B Management
BRE Business Reply Envelope.
Marketing A method of examining the relationships between fixed costs, variable costs, volume, and price. The objective of such an
B Management
Break Even Analysis
analysis is to determine the break-even point (where revenue covers expense) at alternative price points and various costs.
Marketing Breakeven is achieved when total contribution is equal to total fixed costs. Addition contribution earned after this point
B Management
Breakeven
becomes profit.
Marketing Setting a price to achieve break-even on the costs of making and marketing a product (direct costs). Breakeven is achieved
B Management
Break-even pricing
when the total contribution from sales priced in this way at least equal the fixed costs of the business.
Marketing
B Management
Bridge Transition from one scene to another, in a commercial or program.
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Marketing
B Bridge Page Similar to ―Doorway Page‖, this is a specifically designed entry point for a website
Management
Marketing A method of distributing television signals by means of stations that broadcast signals over channels assigned to specific
B Management
Broadcast Television
geographic areas.
Marketing
B Management
Broadsheet Standard size newspaper.
Marketing
B Management
Broadside A direct-mail advertisement printed on large, newspaper-size paper.
Marketing
B Management
Brochure A folded leaflet with an advertising or promotional message.
Marketing Videotaped footage that is not included in the final edited version of a company's video news release (VNR). B-roll is given to
B Management
B-Roll
television stations along with the VNR to give the stations the option of putting together their own version of the story being
Marketing Electrical goods such as TVs, videos, stereo systems etc, used for home entertainment. So called because they were originally
B Management
Brown Goods
cased in bakelite, a brown plastic.
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Marketing An individual searching the internet for information. Also, a software package (Internet Browser) used to view pages on the
B Management
Browser
World Wide Web.
Marketing
B Management
Budget Resources required for marketing activities - usually money.
Marketing A strategy based on the Boston Matrix. Here the company can invest to increase market share (for example turning a
B Management
Build share
"question mark" into a star).
Marketing An edition of a print publication that is available earlier than other editions. Usually, this is the early edition of a large circulation
B Management
Bulldog edition
newspaper.
A bulletin board is a place where people can leave public messages, for example, to advertise things to buy or sell, announce
Marketing
B Management
Bulletin boards events, or provide information. Bulletin boards are often made of a material such as cork to facilitate addition and removal of
messages.
Marketing Offering several complementary products together. The price of a bundle is typically lower than the sum of the collective prices
B Management
Bundling
of each individual item included in the bundle. Some products may be bundled together to appeal to different segments.
Marketing
B Management
BUPPIE Black Urban Professional - a demographic grouping.
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40. Encyclopedia Marketing Management (2347 Terms) Powered by www.drawpack.com; All rights reserved.
Marketing
B Management
Buried position Placing an ad between other ads in a print publication, so that readers are less likely to see it.
Marketing Fluctuations in overall business activity accompanied by swings in the unemployment rate, interest rates, and corporate profits.
B Management
Business Cycle
Over a business cycle, real activity rises to a peak (its highest level during the cycle), then falls until it reaches a troug
Marketing Actionable information that comes out of data review and analysis. The purpose of such analysis is to help users make better,
B Management
Business Intelligence
more informed decisions.
Marketing
B Management
Business Plan A strategic document showing cash flow, forecasts and direction of a company.
Marketing
B Management
Business portfolio The business portfolio is the collection of businesses and products that make up the business.
Marketing
B Management
Business Reply Card A postage paid form used by a consumer to request/provide information, subscribe to, or purchase a product or service.
Marketing
B Management
Business Strategy The means by which a business works towards achieving its stated aims.
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Marketing Business to Business Relating to the sale of a product for any use other than personal consumption. The buyer may be a manufacturer, a reseller, a
B Management (B2B) government body, a non-profit-making institution, or any organisation other than an ultimate consumer.
Marketing Business to Relating to the sale of product for personal consumption. The buyer may be an individual, family or other group, buying to use
B Management Consumer (B2C) the product themselves, or for end use by another individual.
Marketing Business-to-business
B Management advertising
Advertising directed to other businesses, rather than to consumers.
Marketing Economic conditions that favor the position of the retail buyer (or merchandiser), allowing him to influence price levels, rather
B Buyer‘s Market
Management than the vendor.
Marketing
B Buyer‘s Remorse The insecurity a buyer feels about the appropriateness of his/her purchase decision after the purchase has been made.
Management
Marketing
B Management
Buyer's market Marketplace characterized by an abundance of goods and/or services.
Marketing Buying behaviour concerns the process that buyers go through when deciding whether or not to purchase goods or services.
B Management
Buying behaviour
Buying behaviour can be influenced by a variety of external factors and motivations, including marketing activity.
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Marketing
B Management
Buying Center A group of organizational members who are involved in any phase of a specific buying decision.
Marketing Buying Power Index An indicator the represents the percentage of total U.S. retail sales occurring in a specific geographic area, commonly used to
B Management (BPI) forecast demand for new retail establishments and evaluate performance of existing retail stores.
Marketing
B Management
Buying Signal A verbal or visual cue that indicates a prospects interest in purchasing a product or service.
Marketing Buzz marketing uses 'word-of-mouth' advertising: potential customers pass round information about a product. See also 'viral
B Management
Buzz
marketing'
Marketing A computer process that stores Web files to your computer for later access. These web pages are displayed without the need
C Management
Caching
to re-download graphics and other elements of the previously visited page.
Marketing
C Management
Call Frequency The number of sales calls made within a specified period of time on a particular customer.
Marketing A salesperson's account of a customer interaction or a summary report detailing sales activity for a group of telemarketing
C Management
Call Report
representatives.
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Marketing
C Management
Camera-ready art Artwork that is in sufficiently finished form to be photographed for printing.
Marketing
C Management
Cancellation Notification to a vendor that a buyer does not wish to accept goods that have been ordered.
Marketing A presentation that has been standardized which includes key selling points arranged in the order designed to elicit the best
C Management
Canned Presentation
response from the customer.
Marketing A decrease in the sales of a product experienced by a business as a result from its own introduction of a new product that is a
C Management
Cannibalization
partial or complete substitute.
Authoritative or standard; conforming to an accepted rule or procedure. When referring to programming, canonical means
Marketing conforming to well-established patterns or rules. The term is typically used to describe whether or not a programming interface
C Management
Canonical
follows the already established standard. When referring to IP addressing, canonical means the authoritative host name stored
in a DNS database that all of an IP address‘ aliases resolve to.
Marketing
C Management
Capital Assets available for use in the production of further assets or an owner's investment in a business.
Marketing The instruments of production that make up an organization's plant and operating capacity. Can also refer to the raw materials
C Management
Capital Goods
used to produce finished products.
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Marketing
C Management
Caption (1) An advertisement's headline; (2) The text accompanying an illustration or photograph.
Marketing
C Management
Car card A poster placed in buses, subways, etc. Also called a Bus card.
Marketing Media rates published by a broadcast station or print publication on a "rate card." This is typically the highest rate charged by a
C Management
Card rate
vehicle.
Marketing
C Management
Carrying Charge The sum paid for credit service on certain charge accounts, usually interest charged on the unpaid balance.
Marketing Cascading Style
C Management Sheets (CSS)
Used to manipulate and easily manage the design of a website.
A term used in the Boston Group Matrix. Cash cows are low-growth businesses or products with a relatively high market share.
Marketing
C Management
Cash Cows These are mature, successful businesses with relatively little need for investment. They need to be managed for continued
profit - so that they continue to generate the strong cash flow that the company needs for its Stars.
Marketing
C Management
Cash discount A price reduction offered to a consumer, industrial user, or marketing intermediary in return for prompt payment.
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