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

Qualitative Research
Market research that does not use numerical data but relies on interviews, 'focus groups', 'repertory grid', and the like, usually resulting in findings which are more detailed but also more subjective than those of 'quantitative research'.

Quantitative Research
Market research that concentrates on statistics and other numerical data, gathered through opinion polls, customer satisfaction surveys and so on. Compare 'qualitative research'

RAPPIES
Retired Affluent Professionals - a demographic grouping.

Reference Group
A group with which the customer identifies in some way, and whose opinions and experiences influence the customer's behaviour. For example, a sports fan might buy a brand of equipment used by a favourite team.

Relationship Marketing
The strategy of establishing a relationship with the customer which continues well beyond the first purchase.

Repertory Grid Method (RGM)
A technique for representing the attitudes and perceptions of individuals; also called Personal Construct Technique. The technique can be useful in developing market research (and other) questionnaires. Also known as 'Kelly Grids'

Residential Training Courses
Intensive training courses involving evening training sessions and including overnight stay and full accommodation

Return on Sales Enablement (ROSE)
The value an organisation derives from investing in activities that drive sales.

Sales Promotion
A range of techniques used to engage the purchaser. These may include discounting, coupons, guarantees, free gifts, competitions, vouchers, demonstrations, bonus commission and sponsorship.

Sampling
The use of a statistically representative subset as a proxy for an entire population, for example in order to facilitate quantitative market research.

Scamp
Preliminary design or layout of an advertisement or other promotional material. Also a UK pressure group against offensive advertising (S.C.A.M.P. - Stop Crude Advertising Material in Public).

Screening
The evaluation or testing of a product, and sometimes its 'marketing mix', at various stages in the 'NPD' cycle.

Search Marketing
Promoting a company`s website using internet search engines. Either getting a company website listed in search results (unpaid) or as a listing on the same webpage as the search results (paid).

Segmentation
See 'market segmentation'

Seminars
One day training sessions involving role play and syndicate group work exercises

Sensitive Data
Information relating to racial or ethnic origin, political opinions, religious or other beliefs, trade union membership, health, sex life and criminal convictions.

Seven Ss
See 'McKinsey's seven Ss'

Shareholder Value
The worth of a company from the point of view of its shareholders. Maximising shareholder value is a common objective for business management.

SINBAD
Single Income, No Boyfriend and Absolutely Desperate - a demographic grouping.

SINDI
Single Independent and Divorced (only applies to women) - a demographic grouping.

SITCOM
Single Income, Two Kids Outrageous Mortgage - a demographic grouping.

Skills Level Analysis Process
An online tool to assess skills of marketing professionals and to measure them against business aims and objectives

Skimming
Setting the original price high in the early stages of the product life cycle in an attempt to get as much profit as possible before prices are driven down by increasing competition.

SLAP
Skills Levels Analysis Process, an online tool to assess skills of marketing professionals and to measure them against business aims and objectives

SLEPT
Socio-cultural, Legal, Economic, Political and Technological - a framework for viewing the 'macro environment'

SME
Small to Medium Enterprise. Variously defined: according one EU definition, it must employ under 250 people, have either a turnover of less than EUR 40 million or net balance sheet assets of less than EUR 27 million, and not be more than 25% owned by a larger company.

SMS
Short Message Service. Text only messages sent by mobile phones, or other compatible devices, over a wireless network.

SOSTT
Situation, Objective, Strategy, Tactics and Targets

SPAM
Unsolicited e-mail, often advertisements sent to a very large number of recipients.

Spin
The attempt to manipulate the depiction of news or events in the media through artful public relations - often used with derogatory connotations.

Sponsorship
Specialised form of sales promotion where a company will help fund an event or support a business venture in return for publicity

SUPPIES
Senior Urban Professionals - a demographic grouping

Supply (and Demand)
See 'Demand'

Supply Chain
The network of suppliers, manufacturers and distributors involved in the production and delivery of a product.

SWOT Analysis
A method of analysis which examines a company's Strengths, Weaknesses, Opportunities and Threats. Often used as part of the development process for a marketing plan, or to feed the results of a marketing audit back into a revised plan.

Syndicate Groups
Smaller groups of delegates from a larger main group - usually separated out to work through a practical exercise, eg a role play

Tailored Training
A training programme that is customised to suit particular company/industry objectives

Targeting
The use of 'market segmentation' to select and address a key group of potential purchasers

Telemarketing
The marketing of a product or service over the telephone

Telephone Preference Service (TPS)
A database of business and individual telecoms subscribers who have elected not to receive unsolicited direct marketing calls.

Test Marketing
Making samples of a new product available to see what representative consumers think of it and its proposed 'marketing mix'

TINKIE
Two Incomes, Nanny and Kids - a demographic grouping

Trade Marketing
Marketing to the retail and distributive trades

Training Course
A course that focuses on practical application of skills to better enable delegates in their workplace

Training Qualification
A qualification for sales and marketing professionals that is assessed through work based projects

Tweenagers
8 to 12 year olds or 7 to 11 year olds.

Unique Selling Preposition (USP)
The benefit that a product or service can deliver to customers that is not offered by any competitor: one of the fundamentals of effective marketing and business.

Unmentionables
Groups of products that are considered 'too delicate' to mention or to advertise. These may include sanitary towels, condoms or incontinence pads

VALS
Values and Lifestyles: the categorisation of people according to their way of living, using groupings such as Belongers, Achievers, Emulators, I-am-me, Experiential, Socially conscious, Survivors, Sustainers and Integrators

Value Added
see 'added value'

Value Proposition
The set of qualities of a good or service that allows it to fulfil the customer's needs and desires, as opposed to simply benefiting the seller.

Viral Marketing
Spreading a brand message using word of mouth (or electronically - 'word of mouse') from a few points of dissemination. Typical techniques include using email messages, jokes, web addresses, film clips and games that get forwarded on electronically by recipients

Vision
The long-term aims and aspirations of the company for itself

VoIP
Voice over Internet Protocol. Technology allowing voice communication to be delivered using internet protocol, an alternative to delivering voice communication over a public switched telephone network.

WAP
Wireless Application Protocol. Specification allowing wireless devices to interact with information sources. A common application is the use of microbrowsers for wireless internet access.

Weblogs
An internet publishing device allowing an individual or company to express their thoughts and opinions. Businesses can use weblogs as a marketing communication channel.

White Goods
Large electrical devices for domestic use, such as fridges, freezers and dishwashers. Used to be cased in white enamel, hence the name

White Space
Areas of any company where strategy and authority are vague, and where useful entrepreneurial activity can flourish. Compare 'black space'.

WI-FI
Wireless network connection standards allowing computers LAN (Local Area Network) access via a wireless link.

WiMAX
Worldwide Interoperability for Microwave Access. Technology to deliver wireless broadband access over distances of up to 6 miles, an alternative to broadband access via a fixed line local loop.

WOOF
Well Off Older Folk - a demographic grouping.

WOOPIES
Well-Off Older People - a demographic grouping.

Word of Mouth
The spreading of information through human interaction alone. Some campaigns have used this as key element, for example, the British Gas privatisation's 'ask Sid' promotion. See also 'viral marketing'

Workshops
Interactive training sessions involving role play and syndicate group work exercises

YAPPIES
Young Affluent Parents - a demographic grouping

Youth Market
Young customers viewed as a marketing opportunity. Typically the term denotes those aged 16 to 24, but various age ranges are in use, from '12 to 24' to 'under 35'

YUPPIE
Young Urban Professional - a demographic grouping

ZUPPIE
Zestful Upscale Person in their Prime

E-commerce or E-marketing
Marketing conducted electronically, usually over the Internet.

E-Learning
Interactive online tutorials, accessed via the internet or a company intranet

i-Coach
Online support service for marketing students and delegates, offering online tutorials, case studies and exercises

P's
See 'marketing mix'

R & D
Research and development.