Marketing Terminlogy Guide
Key Performance Indicator
Return On Investment
STP Marketing Strategy
Segment / Target / Position
Strengths / Weakness / Opportunity / Threats
Product / Price / Place / Promotion / Physical Evidence / Process / People
Unique Selling Proposition
The medium by which an advertisment reaches the public; for example TV, magazine, internet, app, bilboard
The number of people within a target market exposed to an advertisement over a specific length of time
A name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer.
Refers to the strategic plan used to enable the development of the brand so that it meets its business objectives. The brand strategy should influence the entire operation of the organization and be rooted in the brand’s vision and values.
A system of dividing a market into smaller subsections, segmentation enables a company to focus their marketing more accurately.
The key elements that must be balanced in order to develop an organization’s marketing. Such as the 7P.
The position a brand, product or organization occupies in the market relative to competitors
(political, economic, socio-cultural and technological) describes a framework of macro-environmental factors used in the environmental scanning component of strategic management. It is a strategic tool for understanding market growth or decline, business position, potential and direction for operations.
A multiplication factor used to calculate a selling price. A product costing $10 and sold for $20 would have a mark-up factor of 2
A formalized plan outlining an organization’s marketing strategy.
A brand is a valuable asset to a company. The power of the brand name and the accumulated goodwill that exists towards a brand gives it an extra value.
The network of suppliers, manufacturers, agents and distributors involved in the process of producing a product.
A logo, symbol, brand name, slogan or design detail protected by law as registered trademark
Vertical Supply Chain
When one company or conglomerate owns all manufacturing resources within the supply chain.
A legal right created by the law of a country that grants the creator of an original work exclusive rights for its use and distribution. This is usually only for a limited time.
A group of people who share their interest in a specific brand and create parallel social universe ripe with its own values, rituals, vocabulary, and hierarchy.