Marketing Terms

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Term Definition
Organizational Stakeholders

Groups outside an organization that provide services, support or, in other ways, impact the company.

Order Taker

A category within personal selling that includes salespeople who primarily assist customers with a purchase in ways that are much less assertive than salespeople who serve as Order Getters and includes sub-categories Clerks (retail and industrial) and Customer Service Personnel.

Order Influencer

A category within personal selling that includes salespeople who primarily concentrate on selling activities targeted to those who influence others to purchase the product of which is the Missionary Selling is most predominant example.

Order Getter

A category within personal selling that includes salespeople who actively engage in obtaining orders from customers and includes sub-categories of New Business Development and Account Management.

Opinion Leaders

A concept in consumer buying behavior which relates to people or organizations within a group who a consumer looks to for advice or direction and, consequently, may hold influence on what a consumer purchases.

Online Chat

In marketing this is web-based technology that allows real-time communication between customers and company personnel through the exchange of text messaging within a web browser.

Odd-Even Pricing

A type of psychological pricing where price is set based on customers’ perception of a significant difference in cost between products priced at a whole number value and products priced slightly below this whole number.

Observational Research

Method of data collection, often associated with Qualitative Research, that watches customers as they perform activities either in a laboratory or in a natural setting (e.g., shopping in a retail store, using products at home).

Non-Store Retailers

Retailers selling to customers through means other than a physical outlet including online, direct marketing and vending.

Niche Marketing (also Concentrated Marketing)

A target marketing strategy that uses a single marketing strategy to appeal to one or more small sub-segments within a larger market segment.

New Task Purchase

A type of business purchase decision faced by buyers considering an important purchase but one the buyer has never or rarely made before and, consequently, will devote considerable time evaluating alternatives.

New Business Development

A sub-category of the order getter sales classification in which salespeople locate and sell to new customers then once a sale is made pass this customers on to others in their organization who handle account maintenance.

Multiple-Party Selling System

An indirect distribution system where the marketer involves two or more resellers who aid in selling and distributing to the final customer.

Multiple Lines Specialty Merchandisers

A category within the products carried classification of retailers that includes retailers that carry a limited number of product lines but within these product lines they offer an extensive selection.

Multi-Channel System (also Hybrid System)

A distribution design where a marketer uses a combination of direct and indirect distribution systems.