advertising

corporate social
responsibility

customised
approach

ethics

market
segmentation

opinion leader

personal selling

primary target
market

product
differentiation

product
placement

promotion

promotion mix

public relations

Publicity

relationship
marketing

sales promotion

secondary target
market

social media
advertising

standardised
approach

target market
when the total market is subdivided into groups of people who share one or more
common characteristics

when products that are the same or similar are made to appear different and/or better
than those of their competitors

when businesses consider the interests of stakeholders, society and the environment
when making economic and business decisions

when a business uses the same marketing strategies in all markets

when a business modifies their marketing strategies to take into account the differences
among countries’ cultures, religion and tastes

the various promotion strategies a business uses in its promotional campaign

the use of activities or materials as direct inducements to customers

the market segment at which most of the marketing resources are directed

the inclusion of advertising in entertainment

the group of customers to whom a business intends to sell its product

the development of long-term relationships with individual customers

standards that define what is acceptable and unacceptable behaviour; it is concerned

with what is morally right or wrong

methods used by a business to inform, persuade and remind customers about its
products

involves the activities of a sales representative directed to a customer in an attempt to

make a sale

any free news story about a business

activities aimed at creating and maintaining favourable relations between a business and
its customers

a smaller and less important market segment

a person who influences others

a paid, non-personal message communicated through a mass medium

a form of online advertising using social media platforms such as Facebook, YouTube
and Twitter to deliver targeted commercial messages to potential customers