Marketing Terms

All A B C D E F G H I J K L M O P Q R S T U V W X Y Z
TermDefinition
Above Competition Pricing

A competitive pricing method in which initial price is set at levels intended to be above competitors’ prices.

Account Management

A sub-category of the order getter sales classification in which salespeople are responsible for all aspects of building customer relationships from initial sale through to follow-up account servicing.

Actual Product

A component of the Total Product offered by the marketer, this represents part of the product that is used (i.e., product features) as well as other elements that are included such as branding, packaging and labeling.

Administrative Channel Arrangement

A type of dependent channel arrangement where a single channel member, such as a leading brand manufacturer or large retailer, has achieved a significant power position and dominates the decisions that occur within the channel.

Advertising

A non-personal form of promotion delivered through media outlets that generally require the marketer pay for message placement.

Advertising Clutter (also Promotional Clutter)

A concept in advertising (and promotion in general) that suggests that the existence of a large number of advertising messages within media outlets (e.g., television, newspaper, radio, etc.) makes it difficult for viewers to recognize and remember specific messages (e.g., ad for specific brand).

Advocacy Advertising

A type of advertising intended to influence a target audience on some matter, such as political or social issue, that also impacts the marketing organization.

Agents (also Brokers)

A specialty service firm found within a marketer’s channel of distribution that, for a fee, works to bring the marketer together with buyers.

Assisted Marketing Systems

A direct distribution system where the marketer relies on others (e.g., agents and brokers) to communicate the marketer’s products but the marketer handles distribution directly to the customer.

Attitude

A component of the internal influences on consumer buying behavior that represents what a person feels or believes and which may be reflected in how a person acts (e.g., what they buy).

Audience Tracking

Media market research technique to monitor and learn how customers access and use media (e.g., television viewing, website activity).

Augmented Product

A component of the Total Product offered by the marketer, this represents goods and services that surround the Actual Product in order to provide additional value to the customer’s purchase and include guarantees, warranties and training services.

Automated Warehouse

A type of warehouse that functions with advanced computer and robotics technology to automate storage activity.

Backward Pricing

A market pricing method that is not only used to set a product’s initial price but also determines whether production is viable since this method begins by first using research to determine what customers are willing to pay and from this working backwards (factoring out costs) to assess production viability.

Below Competition Pricing

A competitive pricing method in which initial price is set at levels intended to be below competitors’ prices.