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The main good, service or idea the customer is buying when a purchase is made (e.g., the paste within a toothpaste product).
|Consumer Purchase Decisions||
General term referring to types of decisions facing consumers when they make purchases which include: Minor New Purchases, Minor Re-Purchases, Major New Purchases and Major Re-Purchase.
|Consumer Sales Promotions||
Sales promotions that are primarily directed at the final consumer normally in the form of an incentive to make a purchase or undertake some other activity.
A form of sales promotion, mainly used in the consumer market, that awards something of value to winners based on skills they demonstrate compared to other consumers.
|Contractual Channel Arrangement||
A type of dependent channel arrangement where a legal document obligates members to agree on how distribution occurs including identifying which activities each channel member is permitted to perform or not perform.
Wholesale format represented by a distributor that brings together and manages many independent retailers within a contractual arrangement.
A category of consumer products with characteristics that include: appeals to large market segment, purchase is frequent; pricing is relatively low; and product is widely distributed.
Retail format represented by general merchandise retailers that offer very limited product selection and relatively high prices but offer easy purchase experience through accessible store locations, small store size for quick shopping and fast checkout.
A component of the Total Product offered by the marketer, these represent the key benefits offered by a product itself or through other aspects of using the product.
|Corporate Channel Arrangement||
A type of dependent channel arrangement where a product provider operates its own distribution system in a manor that produces an integrated channel such as a supplier operating its own chain of retail stores.
A process for setting the initial price for a product that primarily looks at production costs as the key factor for setting price and includes such methods as Markup Pricing, Cost-Plus Pricing and Breakeven Pricing.
Metric for assessing advertising expenditure determined by dividing the total cost for a certain advertisement by how many people actually responded (e.g., purchase activity, phone inquiries, website traffic, etc.) within a specified time after the promotion was delivered.
Metric for assessing advertising expenditure determined by dividing the total cost for a certain advertisement by how many times an advertisement is experienced (e.g., seen, heard).
Metric for assessing advertising expenditure determined by dividing the total cost for a certain advertisement by the percentage of an audience who experience the advertisement (e.g., seen, heard) are actually within the marketer’s target market.
A cost pricing method used to set a product’s initial price by applying a fixed monetary amount to the cost of the product.