Professional Documents
Culture Documents
Here you will find the description of some words and phrases that pertain to the Marketing
concepts in the course, and also words and phrases used in the videos and readings. If you
want to add another word or expression that we missed, please suggest it in the forums. If
you need to find a description of a brand used in the videos and readings, see the Brand
Descriptions page.
A
Advertising
B
Brand equity
A phrase used in the marketing industry that describes the value of having a well-known
brand name, based on the idea that the owner of a well-known brand name can generate
more money from products with that brand name than from products with a less well-known
name, as consumers believe that a product with a well-known name is better than products
with less well-known names.[1]
Brand management
In marketing, brand management is the analysis of and planning on how that brand is
perceived in the market. Developing a good relationship with the target market is essential
for brand management.[2]
Brand proposition
A brand proposition is a statement about your company, product, services, etc., that clearly
demonstrates to customers what benefits they can derive out of your brand [20].
Break-even analysis
The break-even point in economics, business—and specifically cost accounting—is the point
at which total cost and total revenue are equal, i.e. "even". There is no net loss or gain, and
one has "broken even", though opportunity costs have been paid and capital has received the
risk-adjusted, expected return. [21]
C
Cross-functional team
Cost-based pricing
Cost based pricing is one of the pricing methods of determining the selling price of a product
by the company, wherein the price of a product is determined by adding a profit element
(percentage) in addition to the cost of making the product.[23]
Competitor-based pricing
Consociality (the degree to which the members of a platform can engage in social interaction
in either physical or virtual space)
Crowdsourcing
The process of obtaining needed services, ideas, or content by soliciting contributions from a
large group of people, and especially from an online community, rather than from traditional
employees or suppliers.[3]
The Done Manifesto posted by Bre Pettis and Kio Stark is a set of working rules based on a
sense of urgency. No time for careful deliberation, move on.
Customer co-creation
The idea that customers can help design and develop products in addition to buying them.
Such activity really helps enhance new product development activities.
Customer segmentation
The practice of dividing a customer base into groups of individuals that are similar in specific
ways relevant to marketing, such as age, gender, interests, spending habits, and so on.[5]
D
Digital authenticity
The degree to which a product’s online promotion provides customers with a genuine
portrayal of its origins, features, and benefits (as well as its limitations). Authentic
promotional campaigns typically focus on telling a story rather than making a claim. This
story is usually connected to the brand in a genuine manner and provides customers with a
sense that the brand has a purpose other than just making money.
Digital marketing
The marketing of products or services using digital channels to reach consumers. The key
objective is to promote brands and product benefits through various forms of digital media
such as the Internet, mobile phones, and social media.
Distribution
Product distribution is the process of making a product or service available for use or
consumption by a consumer or business user, using direct means or using indirect means
with intermediaries.
A doppelgänger brand image is a family of disparaging images and stories about a brand that
are circulated in popular culture by a loosely organized network of consumers, antibrand
activists, bloggers, and opinion leaders in the news and entertainment media.
E
Elaboration Likelihood Model (ELM)
As the most popular theory about persuasion, ELM suggests that there are two main routes to
persuasion: (1) the central route, which is cognitive in nature and (2) the peripheral route,
which is more emotional in nature.
F
FUH2 Campaign
This creative viral internet campaign began in 2008 in response to General Motor’s marketing
of the Hummer SUV. In the mid-2000s, General Motors tried to position this brand as the
ultimate 4-wheel drive vehicle capable of taking on any challenge, and used the slogan, “Like
Nothing Else.”
Freemium Model
Freemium, a portmanteau of the words "free" and "premium", is a pricing strategy by which a
product or service is provided free of charge, but money (a premium) is charged for additional
features, services, or virtual (online) or physical (offline) goods that expand the functionality
of the free version of the software.[25]
G
Generic product
Generic brands of consumer products (often supermarket goods) are distinguished by the
absence of a brand name, instead identified solely by product characteristics and identified
by plain, usually black-and-white packaging. Generally, they imitate more expensive branded
products, competing on price.[26]
I
Intangible good
K
L
M
Marginal costs
In economics and finance, marginal cost is the change in the total cost that arises when the
quantity produced has an increment by unit. That is, it is the cost of producing one more unit
of a good.[8]
Market share
Market share is the percentage of a market (defined in terms of either units or revenue)
accounted for by a specific entity.[9]
Multiple sclerosis
N
New Retail
A collection of strategies (both physical and digital) that physical retailers are using to react
to the challenges of operating in a digital world.
P
Pareto Principle
This principle comes from the Italian economist Vilfredo Pareto, who found, back in 1896,
that 80% of the land in Italy was owned by 20% of the population. Since this time, this
principle has become known as the 80/20 rule and has been found to apply to a large number
of phenomenon. For example, 80% of the world’s income is controlled by 20% of its
population.[10]
Persuasion
A marketing process that seeks to change a person's attitude or behavior towards an offering.
One of the most common forms of persuasion is advertising.
Placement
Placement aspect of the marketing mix focuses on making a product conveniently accessible
to potential customers. It involves the physical movement of the product from a
manufacturer through a series of marketing channel intermediaries ending with an
independent retailer. Placement involves the important retailing function of displaying the
product upon its shelves.
Price comparison tools have allowed pricing to move from prices revealed at the point of
purchase to prices negotiated at the point of consideration. Price comparison has become
easier for customers armed with a smartphone and a price search app such as Price Grabber
or RedLaser. Leveraging these price comparison tools, customers can instantly compare
prices on a physical retailer’s shelf with prices for the exact same product at Amazon.com and
a large number of other online retailers.
Price segmentation
A suitable strategy if you have a narrow product range and can identify groups of prospects
who would buy if the price was lower or who would be prepared to pay a higher price in
return for a factor that they felt added value to the product.[11]
Pricing strategy
A pricing strategy is a firm’s basic approach to how it prices its products. Pricing captures the
value of the product for the firm. Thus, having a good pricing strategy is critical for a firm’s
profitability and very survival. The development of a pricing strategy often entails considering
a product’s cost of production, what customers are willing to pay, and the prices of
competing products.
Product
A product is really anything that fulfills a customer need or want. It is a good, service, or idea
that has a distinctive selling proposition consisting of tangible or intangible attributes.
Product development
Product development is the process of designing, creating, and marketing new products or
services to benefit customers. Sometimes referred to as new product development, the
discipline is focused on developing systematic methods for guiding all the processes involved
in getting a new product to market.[12]
Product segmentation
Promotion
Premium Pricing
Price elasticity
Price elasticity of demand (PED or Ed), or elasticity, is the degree to which the desire for
something changes as its price rises. [29]
Prosumer
Q
Quad
R
Research Online Purchase Offline (ROPO)
Research online, purchase offline (ROPO), also research online, buy offline (ROBO) or Online-
to-Store (O2S-Factor), is a new trend in buying behavior where customers research relevant
product information to qualify their buying decision, before they actually decide to buy their
favorite product in the local store.[19]
Retail
Retail is the process of selling consumer goods and/or services to customers through multiple
channels of distribution to earn a profit.
Rule of 1
Radical innovation
Reference prices
A reference price (RP) is the price that a purchaser announces that it is willing to pay for a
good or service. [32]
S
Selective Laser Sintering (SLS)
An additive manufacturing technique that uses a laser as the power source to sinter
powdered material (typically metal), aiming the laser automatically at points in space defined
by a 3D model, binding the material together to create a solid structure.[13]
Shopper marketing
Showrooming
The practice of examining merchandise in a traditional brick and mortar retail store or other
offline setting and then buying it online, sometimes at a lower price. Online stores often offer
lower prices than their brick and mortar counterparts because they do not have the same
overhead cost.[14]
Social recognition
Stage-Gate method
The Stage-Gate method from Robert G. Cooper is an approach that can be used to make the
product development process more effective. It is a blueprint for managing the new product
process from an idea to launching a product. Each stage consists of a set of certain cross
functional and parallel activities which must be successfully completed prior to obtaining
management approval to proceed to the next stage of product development. The entrance to
each stage is called a gate.[15]
Stereolithography
Sharing Economy
The sharing economy is a way of distributing goods and services that differs from the
traditional model of corporations hiring employees and selling products to consumers. [33]
T
Tangible good
Tangible goods are physical products defined by the ability to be touched. They are distinct
from intangible goods, as well as services like a spa treatment [17]
3D printing
3D printing (or additive manufacturing, AM) is any of various processes used to make a three-
dimensional object.
U
User-Generated Content
User-Generated Content occurs when a product’s customers create and disseminate online
ideas about a product or the firm that markets it. These ideas are often in the form of text but
also come in other forms such as music, photos, or videos. UGC has three key characteristics:
(1) The contribution is by users of a product rather than the firm that sells this product; (2) it is
creative in nature and the user adds something new; (3) it is posted online and generally
accessible.
V
Value proposition
Value proposition is a promise of value to be delivered. It's the primary reason a prospect
should buy from you. It explains how your product solves customers’ problems, improves
their situation (relevancy), or delivers specific benefits (quantified value).
Value-based pricing
W
Webrooming
The practice of researching items online and then purchasing them in-store, is the reverse of
showrooming – browsing for items in a store and purchasing them online later.[18]
Z
Zero Price Effect
References
[1] Brand Equity. (2015, February 28). In Wikipedia, The Free Encyclopedia. Retrieved 04:50,
March 15, 2015, from http://en.wikipedia.org/w/index.php?
title=Brand_equity&oldid=649296083
[2] Brand Management. (2015, January 7). In Wikipedia, The Free Encyclopedia. Retrieved
04:50, March 15, 2015, from http://en.wikipedia.org/w/index.php?
title=Brand_management&oldid=641425044
[6] Fused Deposition Modeling. (2015, January 16). In Wikipedia, The Free Encyclopedia.
Retrieved 04:53, March 15, 2015, from http://en.wikipedia.org/w/index.php?
title=Fused_deposition_modeling&oldid=642720112
[7] Intangible Good. (2014, November 2). In Wikipedia, The Free Encyclopedia. Retrieved 04:47,
March 15, 2015, from http://en.wikipedia.org/w/index.php?
title=Intangible_good&oldid=632179481
[8] Sullivan Arthur, Steven M. Sheffrin. “Economics: Principles in Action.” Upper Saddle River,
New Jersey 07458: Pearson Prentice Hall. p. 111. ISBN 0-13-063085-3.
[9] Market Share. (2014, November 7). In Wikipedia, The Free Encyclopedia. Retrieved 04:51,
March 15, 2015, from http://en.wikipedia.org/w/index.php?
title=Market_share&oldid=632857159
[10] John Reh. (2015). Pareto’s Principle – The 80-20 Rule. In About Money, Retrieved March
22, 2015 from http://management.about.com/cs/generalmanagement/a/Pareto081202.htm
[14] "Is 'Showrooming' Behind Target Move to drop Kindle?" Brett Molina.
http://content.usatoday.com/communities/technologylive/post/2012/05/is-showrooming-
behind-target-mov...
[16] Stereolithography. (2015, March 12). In Wikipedia, The Free Encyclopedia. Retrieved 04:53,
March 15, 2015, from http://en.wikipedia.org/w/index.php?
title=Stereolithography&oldid=651051762
[18] “Why 'Webrooming' Could Bring Customers Back Into Stores." Nicole Fallon.
http://www.businessnewsdaily.com/6565-webrooming-retail-stores.html
[19] ROPO. (2015, August 4). In Wikipedia, The Free Encyclopedia. Retrieved 05:53, August 04,
2015, from https://en.wikipedia.org/wiki/ROPO
[21] Break-even (economics). In Wikipedia, The Free Encyclopedia. Retrieved 21:25, March 31,
2020, from https://en.wikipedia.org/w/index.php?title=Break-
even_(economics)&oldid=940971710
[22] Cross-functional team. In Wikipedia, The Free Encyclopedia. Retrieved 21:28, March 31,
2020, from https://en.wikipedia.org/w/index.php?title=Cross-
functional_team&oldid=938991395
[26] Generic brand. In Wikipedia, The Free Encyclopedia. Retrieved 21:42, March 31, 2020,
from https://en.wikipedia.org/w/index.php?title=Generic_brand&oldid=932731291
[27] Multiple sclerosis. In Wikipedia, The Free Encyclopedia. Retrieved 21:44, March 31, 2020,
from https://en.wikipedia.org/w/index.php?title=Multiple_sclerosis&oldid=948310437
[28] Premium pricing. In Wikipedia, The Free Encyclopedia. Retrieved 21:45, March 31, 2020,
from https://en.wikipedia.org/w/index.php?title=Premium_pricing&oldid=944838131
[29] The Free Encyclopedia. Retrieved 21:49, March 31, 2020, from
https://en.wikipedia.org/w/index.php?title=Price_elasticity_of_demand&oldid=946511608
[30] Prosumer. In Wikipedia, The Free Encyclopedia. Retrieved 21:51, March 31, 2020, from
https://en.wikipedia.org/w/index.php?title=Prosumer&oldid=948176576
[32] Reference price. In Wikipedia, The Free Encyclopedia. Retrieved 21:58, March 31, 2020,
from https://en.wikipedia.org/w/index.php?title=Reference_price&oldid=929361056
[33] Sharing economy. In Wikipedia, The Free Encyclopedia. Retrieved 22:00, March 31, 2020,
from https://en.wikipedia.org/w/index.php?title=Sharing_economy&oldid=947948022
[34] Value-based pricing. In Wikipedia, The Free Encyclopedia. Retrieved 22:03, March 31,
2020, from https://en.wikipedia.org/w/index.php?title=Value-
based_pricing&oldid=946122165
[35] Zero price effect. 2020 accessed on March 31, 2020 from
https://market.subwiki.org/wiki/Zero_price_effect