Marketing Glossary

Marketing Terminlogy Guide

  • KPI

    Key Performance Indicator

  • ROI

    Return On Investment

  • STP Marketing Strategy

    Segment / Target / Position

  • SWOT Analysis

    Strengths / Weakness / Opportunity / Threats

  • 7 P’s

    Product / Price / Place / Promotion / Physical Evidence / Process / People

  • USP

    Unique Selling Proposition

  • Advertising Channel

    The medium by which an advertisment reaches the public; for example TV, magazine, internet, app, bilboard

  • Advertising Reach

    The number of people within a target market exposed to an advertisement over a specific length of time

  • Brand

    A name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer.

  • Brand Strategy

    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.

  • Market Segmentation

    A system of dividing a market into smaller subsections, segmentation enables a company to focus their marketing more accurately.

  • Marketing Mix.

    The key elements that must be balanced in order to develop an organization’s marketing. Such as the 7P.

  • Positioning

    The position a brand, product or organization occupies in the market relative to competitors

  • PEST analysis

    (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.

  • Mark-up factor

    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

  • Marketing Plan

    A formalized plan outlining an organization’s marketing strategy.

  • Brand Equity

    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.

  • Supply Chain

    The network of suppliers, manufacturers, agents and distributors involved in the process of producing a product.

  • Trademark

    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.

  • Copyright

    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.

  • Brand Tribe

    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.