Marketing Terms offers a detailed list of marketing terms.

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Wholesale format represented by distributors that require buyers visit the wholesaler’s facility, physically select their order, pay in cash (i.e., credit purchases not permitted), and then handle their own delivery (i.e., carry).

Catalog Retailers

Retail format represented by retailers that provide product information to customers within a mailed catalog or website, and allow customers to place orders via phone, through regular mail or online, and then deliver orders via a third-party shipper.

Category Killers

Retail format represented by retail chains that have taken what were previously small, narrowly focused specialty stores and expanded these to create large specialty stores.

Causal Research

A method of research that is often highly structured and controlled in which one variable, called the independent variable, is manipulated to see how it may effect another variable, called the dependent variable.

Channel Conflict

Refers to disagreements that arise within a channel when a channel member’s decisions affect (often negatively) the business operations of other members.

Channel of Distribution

The activities and organizations that assist a marketer in moving products (goods or services) from the hands of the marketing company to the hands of the final customer.

Channel Power

Refers to the influence one party within a channel of distribution has over other channel members which may allow those with power to make demands of others.

Climate-Controlled Warehouse

A type of warehouse that handles storage of products requiring special handling conditions such as refrigeration for perishable products and humidity-controlled environments for delicate products such as flowers.


A branding strategy where a marketer with its own brand seeks to partner with an established brand owned by another organization in hopes the synergy of the two brands is even more powerful than a single brand alone.

Co-op Advertising (also Advertising Support Program)

A form of trade sales promotion where a marketer offers channel members some level of financial support for including the marketer’s products in channel member’s advertising.

Code of Ethics

Organizational document that includes guidelines for how business is conducted by members of the organization.

Cold Call

A method for contacting sales prospects where a salesperson makes an unannounced first contact with the prospect with the intention of either scheduling a future appointment or giving a sales presentation during this first contact period.

Competitive Pricing

A process for setting the initial price for a product that bases price largely competitor pricing and includes such methods as Below Competition Pricing, Above Competition Pricing and Parity Pricing.

Complementary Products

Products viewed as add-ons to a main product which are designed to enhance the main product by making it easier to use, improving overall styling or extend functionality.

Connected Stakeholders

Represent groups that are part of a marketing organization’s external forces and who regularly interact with the marketing organization such as supply and distribution partners, industry standards groups and support companies (e.g., advertising agencies).