Marketing vocab

brand awareness

knowledge among people in general that a certain brand exists

branding

giving a company or product a particular design or symbol in order to give it an identity for marketing and advertising purposes

brochure

magazine published by a company advertising or giving information about its products and services

capitalise on

benefit from

centrepiece

the most important or attractive part or feature of something

dating skills

ability to begin a romantic relationship

direct mail

publicity sent directly to a person's home

drawback

disadvantage

dream up

invent

essence

most important quality

focus group

group of people who are paid to discuss and give their opinions for market research

gift

something which is given to you

hit

time when someone visits a website

hype

publicise strongly

leaflet

printed material of a page or a few pages publicising or giving information about product and training

log on

start using a computer; visit a website

logo

design which represents a company or a product

lottery

game in which numbered tickets are sold to people who then have the chance of winning the prize if their number is chosen

market share

the percentage of the market which is taken by a particular product in comparison with competitors' products

online publicity

advertisements on the Internet

overheads

the regular and necessary costs

pay a premium

pay a higher price

ploy

tactic or trick

point-of-sales display

where products are arranged in a shop in a way which advertises them to customers

post

pin on the walls

profit margin

the percentage difference between income and sales

promotional activities

ways of advertising something

purchase

something which you buy

recognition

appreciation and acceptance

reinvent

change the appearance or characteristics of something

retail

selling goods in small amounts to customers in shops; v sell to customers in shops

sample

small example which shows what the rest of something is like

slogan

short

sponsorship

helping by giving money to an event such as a sporting event and in that way getting publicity

switch

change

target audience

person or particular group of people at whom something is directed

task

job

website

computer file with words and pictures which you can reach through the Internet

cashflow

the amount of money moving through a business

chill-out zone

area for people to relax in

co-founder

person you begin a company with

contacts

people

customer base

regular customers

customised

made especially to suit the user’s needs

decent

good

deli

small shop that sells high-quality foods

entrepreneurial skills

abilities connected with starting a new business

found

set up or establish a company or organisation

FT

a commonly used abbreviation for the Financial Times

gap in the market

opportunity to sell a new product which isn’t being sold already

generic

relating to a group of similar things rather than one thing in particular

keep momentum

keep something developing after it has started

label

company name or symbol

line: new line

new type of product

niche product

product which only interests very specialised customers and does not interest the mass market

on the market

for sale

on the road

travelling to different places

opt for

choose

outsell

sell more than other products

packaged

wrapped and displayed so that people will want to buy

personal touch

having personal contact with and being aware of the needs of every individual customer to make them feel special

pitch

aim

player: big player

large and powerful business

prohibitive

so expensive that you cannot afford it

projected

planned

sachet

small

secure a site

rent a building or part of a building to run a business from

soar

rise very fast

sponsor

support financially in order to get publicity for your company

stand

arrangement of shelves and tables at an exhibition where an organisation offers information

start-up

small business that has just been started

stir

a lot of interest

supply chain

the network of companies who bring goods from manufacture through wholesale supply and distribution to a retailer

take off

start selling well

takings

income received in a shop from selling goods

turnover

total income of a company from sales of its products or services; sales

upmarket

expensive

word of mouth

people telling each other about how good a product is

write-up

report

budget

money you have available to spend

deliver

provide what was promised

edge

advantage

first-come-first-serve

dealt with in the order in which people ask

keen

competitive

liaise

communicate and exchange information

man

be present at

meet your brief

carry out your instructions

power cut

interruption in the electricity supply

server

central computer from which other computers obtain information

stand out

make people notice

trade event

event within a particular business or industry

bulk: in bulk

in large quantities

carry a lot of stock

keep a large amount of stock in a shop / chain of shops

come back to you on that

talk to you again in order to give you further information

gadget

small device or machine with a particular purpose

get in

arrive

mark-up

amount by which the price of something is increased before it is sold again

payment terms

arrangements made for payment

pop

(inf) put

recommended retail price (RRP)

price at which a manufacturer suggests a product should be sold