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CIM - Marketing glossary Category: Management > Marketing Date & country: 18/09/2007, UK Words: 273

Above the Line
Advertising for which a payment is made and for which commission is paid to the advertising agency. See also 'below the line' and 'push versus pull promotion'

Account Management
The process by which an agency or supplier manages the needs of a client.

Accredited Programmes
Modular study that is assessed by exam or by project based assignments towards achieving a qualification

ACORN
A Classification Of Residential Neighbourhoods: a database which divides up the entire population of the UK in terms of the type of housing in which they live.

Added Value
The increase in worth of a product or service as a result of a particular activity - in the context of marketing, the activity might be packaging or branding.

ADSL
Asymmetric Digital Subscriber Line. Technology that allows data to be transmitted over copper pair telephone lines at up to 8 Mbps. The technology allows internet access and telephony services to be available simultaneously.

Advertising
Promotion of a product, service, or message by an identified sponsor using paid-for media.

Advertorial
An advertisement which is designed to have the appearance of an editorial. Advertorials are normally labelled as 'Advertising' or 'This is an advertisement'. Similar in practice to an infomercial.

Advocacy Advertising
Advocacy advertising expresses a viewpoint on a given issue, often on behalf an institution. Examples are to be found in anti-Drink-Driving campaigns.

Adware
Free software which includes pop-up banner advertisements which cannot be dismissed. See ‘Banner Averts` and ‘Pop-up`.

Affiliate Marketing
A form of marketing or advertising used on the internet. Companies that sell products or services online link to relevant sites. The advertising on the other or 'affiliate' sites is paid for according to results.

Affinity Marketing
Marketing targeted at individuals sharing common interests that predispose them towards a product, e.g. an auto accessories manufacturer targeting motoring magazine readers. Also, a campaign jointly sponsored by a number of disparate organisations that are non-competitive but have a particular interest in common.

After Sales Service
Services received after the original goods or service have been paid for.

AIDA
Attention, Interest, Desire, Action: a model describing the process that advertising or promotion is intended to initiate in the mind of a prospective customer.

AIUAPR
Awareness, Interest, Understanding, Attitudes, Purchase, Repeat purchase: a buying decision model.

Ambient Media
Originally known as 'fringe media', ambient media are communications platforms that surround us in everyday life - from petrol pump advertising to advertising projected onto buildings to advertising on theatre tickets, cricket pitches or even pay slips. See also 'buzz'.

Ambush Marketing
A deliberate attempt by an organisation to associate itself with an event (often a sporting event) in order to gain some of the benefits associated with being an official sponsor without incurring the costs of sponsorship. For example by advertising during broadcasts of the event. See also 'buzz'

Ansoff Matrix
Model relating marketing strategy to general strategic direction. It maps product-market strategies - e.g. market penetration, product development, market development and diversification - on a matrix showing new versus existing products along one axis and new versus existing markets along the other.

Asset Led Marketing
Asset led marketing uses product strengths such as the name and brand image to market both new and existing products. Marketing decisions are based on the needs of the consumer AND the assets of the product.

Assignments
An assessed work based project report. Assignments are part of the assessment procedure when studying for a qualification

Balanced Scorecard
A technique allowing a company to monitor and manage performance against defined objectives. Measurements might typically cover financial performance, customer value, internal business process, innovation performance and employee performance.

Banner Adverts
Adverts on web pages used to build brand awareness or drive traffic to the advertisers own website.

Below the Line
Non-media advertising or promotion when no commission has been paid to the advertising agency. Includes direct mail, point of sale displays, giveaways. See also, 'above the line' and 'push versus pull promotion'.

Black Space
The business opportunities that a company has formally targeted and organised itself to capture. Compare with 'white space'.

Blended E-Learning
An integrated programme with a blend of interactive online tuition, face-to-face classroom workshops, assignments and a Learning Log

Blogs-Blogging
Contraction of Web log. An internet publishing device allowing an individual or company to express their thoughts and opinions. Businesses can use blogs as a marketing communication channel.

Bluetooth
Open specification for short range communication between wireless devices.

Brand
The set of physical attributes of a product or service, together with the beliefs and expectations surrounding it - a unique combination which the name or logo of the product or service should evoke in the mind of the audience.

Brand Extension
Process by which a company develops new products to be marketed under an existing brand name.

Brand Management
The process by which marketers attempt to optimise the 'Marketing mix' for a specific brand.

Brand Value
The value which a brand would be given if represented on a company balance sheet.

Brown Goods
Electrical goods such as TVs, videos, stereo systems etc, used for home entertainment. So called because they were originally cased in bakelite, a brown plastic.

BUPPIE
Black Urban Professional - a demographic grouping.

Business Plan
A strategic document showing cash flow, forecasts and direction of a company.

Business Strategy
The means by which a business works towards achieving its stated aims.

Business to Business (B2B)
Relating to the sale of a product for any use other than personal consumption. The buyer may be a manufacturer, a reseller, a government body, a non-profit-making institution, or any organisation other than an ultimate consumer.

Business to Consumer (B2C)
Relating to the sale of product for personal consumption. The buyer may be an individual, family or other group, buying to use the product themselves, or for end use by another individual.

Buying Behaviour
The process that buyers go through when deciding whether or not to purchase goods or services. Buying behaviour can be influenced by a variety of external factors and motivations, including marketing activity.

Buzz
Buzz marketing uses 'word-of-mouth' advertising: potential customers pass round information about a product. See also 'viral marketing'

Category Management
Products are grouped and managed by strategic business unit categories. These are defined by how consumers views goods rather than by how they look to the seller, e.g. confectionery could be part of either a 'food' or 'gifts' category, and marketed depending on the category into which it?s grouped.

Cause Related Marketing
Partnership between a company or brand and a charity or 'cause' by which the charity benefits financially from the sale of specific products.

Channels
The methods used by a company to communicate and interact with its customers.

Chartered Marketer
A marketing professional who has achieved 'individual Chartered Status' awarded by the Chartered Institute of Marketing.

CIM Training
CIM Training are the Training Arm of The Chartered Institute of Marketing - to train marketing and sales professionals

Click-through
The act of a user clicking on an internet advertisement that opens a link to the advertiser's website.

Company Specific Training
Training programmes specially tailored to meet company requirements for groups of 6 or more people from the same company

Comparative Advertising
Advertising which compares a company's product with that of competing brands. Must be used with caution to avoid accusations of misrepresentation from competitors.

Competitions
Sales promotions that allow the consumer the possibility of winning a prize.

Competitive Advantage
The product, proposition or benefit that puts a company ahead of its competitors.

Competitors
Companies that sell products or services in the same market place as one another

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

Consumer
Individual who buys and uses a product or service

Consumer Behaviour
The buying habits and patterns of consumers in the acquisition and usage of goods and services

Cookie
Small data file downloaded on to an end-user`s computer which allows a web site to identify the visitor. Cookies can be used to build profiles of repeat users of a website.

Copyright
The law that protects an author's original material, usually (in the UK) for 70 years after the author's death. Similar law covers logos and brand names

Copywriting
Creative process by which written content is prepared for advertisements or marketing material

Corporate Identity
The character a company seeks to establish for itself in the mind of the public, reinforced by consistent use of logos, colours, typefaces and so on. See also 'corporate reputation'

Corporate Reputation
A complex mix of characteristics, such as ethos, identity and image, that go to make up a company's public personality. Corporate reputation hinges on investor confidence, unlike brand reputation which is contingent on customer confidence and reflected in sales. See also 'corporate identity'

Corporate Strategy
The policies of a company with regard to its choice of businesses and customer groups

Cost Leadership
The strategy of producing goods at a lower cost than one's competitors

Culture
The philosophy of a company, reflected in aims such as the maximisation of customer satisfaction

Customer
A person or company who purchases goods or services (not necessarily the end ?consumer?)

Customer Lifetime Value (CLV)
The profitability of customers during the lifetime of the relationship, as opposed to profitability on one transaction.

Customer Loyalty
Feelings or attitudes that incline a customer either to return to a company, shop or outlet to purchase there again, or else to re-purchase a particular product, service or brand.

Customer Satisfaction
The provision of goods or services which fulfil the customer?s expectations in terms of quality and service, in relation to price paid

Customer Service Programme
Strategy for assuring customers a positive buying experience in order to improve customer loyalty, increase cross-selling and promote advertising by word-of-mouth. See also 'customer satisfaction'

Cyber-stealth marketing
Covert attempts using the internet to boost brand image, to make websites appear more popular than they are or to manipulate search engine listings.

DAGMAR
Defining Advertising Goals for Measured Advertising Response - a model for planning advertising in such a way that its success can be quantitatively monitored

Data Processing
The obtaining, recording and holding of information which can then be retrieved, used, disseminated or erased. The term tends to be used in connection with computer systems, and today is often used interchangeably with 'Information Technology'.

Data Protection Act
A law which makes organisations responsible for protecting the privacy of personal data. The current act (Data Protection Act 1998) is the United Kingdom's response to the requirement to implement National legislation in accordance with the European Directive 95/46/EC.

Database Marketing
Whereby customer information, stored in an electronic database, is utilised for targeting marketing activities. Information can be a mixture of what is gleaned from previous interactions with the customer and what is available from outside sources. See also 'CRM - Customer Relationship Management'

Decision Making Unit (DMU)
The team of people in an organisation who make the final buying decision

Delegate
A participant at a professional training course, workshop or seminar

Demand and Supply
Demand is the desire for a product at the market price: supply is the quantity available at that price.

Demographic Data
Information describing and segmenting a population in terms of age, sex, income and so on, which can be used to target marketing campaigns.

Differentiation
Ensuring that products and services have a unique element to allow them to stand out from the rest

DINKY
Double Income No Kids Yet - a demographic grouping

Direct Mail
Delivery of an advertising or promotional message to customers or potential customers by mail.

Direct Marketing
All activities which make it possible to offer goods or services or to transmit other messages to a segment of the population by post, telephone, e-mail or other direct means.

Direct Response Advertising (DRA)
Advertising incorporating a contact method such as a phone number, address and enquiry form, web site identifier or e-mail address, with the intention of encouraging the recipient to respond directly to the advertiser by requesting more information, placing an order and so on.

Discounted Cash Flow (DCF)
A method of estimating an investment's current value based on the discounting of projected future revenues and costs. The further into the future the flow occurs, the more heavily it will be discounted.

Distance Learning
study at home via CD-Rom and workbooks

Distribution
The process of getting the goods from the manufacturer or supplier to the user.

Diversification
An increase in the variety of goods and services produced by an individual enterprise or conglomerate. It may be encouraged, either by business owners or by governments, in order to reduce the risk of relying on a narrow range of products.

Efficient Consumer Response (ECR)
Having the right product in the right place at the right price with the right promotions. See also 'category management', with its emphasis on how products look to the customer - is seen as an integral part of achieving ECR.

Emotional Selling Preposition (ESP)
The unique associations established by consumers with particular products. For example, the emotional response to certain car marques ensures their continual success, even though other makers may offer superior performance at the same price.

Endorsement
Affirmation, usually from a celebrity, that a product is good

Entrepreneur
Someone who sees an opportunity and risks their own money to set up a business organisation in order to respond to it.

Ethical Marketing
Marketing that takes account of the moral aspects of decisions.

Experience Curve
The plotted relationship between the amount of products produced and the cost per unit over time from launch. As more units are produced, the cost per unit usually declines, an effect that is partially attributable to the accumulation of experience.

Export Marketing
The marketing of goods or services to overseas customers.

External Analysis
Study of the external marketing environment, including factors such as customers, competition, and social change.

FAST Marketing
Focused Advertising Sampling Technique: an approach concentrating promotions into a short space of time to saturate the market.

Fax Preference Service (FPS)
A database of business and individual telecoms subscribers who have elected not to receive unsolicited direct marketing faxes.

Field Marketing
The practice of sending representatives or agents to retail outlets with a view to building brand and supporting sales. They may for example conduct in-store promotions, set up point of sale displays, and ensure that products are displayed to best advantage.

FMCG
Fast Moving Consumer Goods - such as packaged food, beverages, toiletries, and tobacco.

Focus Groups
A tool for market research where small groups of customers are invited to participate in guided discussions on the topic being researched

Forecasting
Calculation of future events and performance

Four M's
Money, Material, Machine and Manpower - traditional framework for viewing the resources available to a business, which can be useful when designing a marketing plan.

Four P's
See 'marketing mix'