Unit 2 AOS 2

VOCABULARY flashcards covering key advertising and marketing terms from Pages 1–4.

advertising

A paid, non-personal message communicated through a mass medium.

advertising media

The various electronic and print channels used to reach an audience.

artificial intelligence

Intelligence demonstrated by machines, as opposed to natural intelligence displayed by humans.

brand or brand identity

A name, term, symbol, design or any combination identifying a specific product and distinguishing it from its competition.

brand name

That part of the brand that can be spoken.

brand symbol or logo

A graphic representation that identifies a business or product.

consumer buying behaviour

The decisions and actions of consumers when they purchase goods and services for personal or household use.

crisis communication plan

Outlines the policies and procedures to follow when handling unfavourable publicity and news.

personnel

The staff involved in crisis management or response when a crisis occurs.

crisis public relations

The strategies that a business implements when an unforeseen event generates unfavourable publicity that may threaten the image and reputation of the business.

culture

All the learned values, beliefs, behaviours and traditions shared by a society.

customer attitude

A person’s overall feeling about an object or activity.

customer base

The group of customers who might be expected to purchase a business’s goods and services.

customer loyalty program

A rewards-based program offered by a business to customers who frequently make purchases.

customer service

Responding to the needs and problems of the customer, ensuring the product is delivered at the right place and time.

data analytics

The science of analysing raw data to draw conclusions about that information.

distribution channels

The routes taken to get the product from the factory to the customer.

diversification

When businesses vary their range of products or their field of operations.

e-marketing

The practice of using the internet to perform marketing activities.

email marketing

The act of sending a commercial message, typically to a group of people, using email.

exports

Goods or services sold by one country to individuals, businesses or governments in another country with the aim of extending sales and market penetration.

external data

Published data from outside the business.

green marketing

The practice of promoting and selling products based on their environmental benefits.

image

How a business is perceived by the world at large, especially consumers.

internal data

Information that has already been collected from inside the business.

market

The number of all actual and potential buyers of a product.

market coverage

The number of outlets a business chooses for its product.

market dimensions

Those broad elements that allow a potential market segment to be identified.

market segmentation

When the total market is subdivided into groups who share one or more common characteristic.

market share

The business’s share of the total industry sales for a particular market or product.

marketing

The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational objectives.

marketing data

The information — usually expressed as facts and figures — relevant to the defined marketing problem.

marketing mix

The combination of seven elements — product, price, place, promotion, people, physical evidence and process (the 7Ps) — that make up the marketing strategy.

marketing plan

A document that lists activities aimed at achieving particular marketing outcomes and provides a template for future action.

marketing profitability analysis

A method used by the business to break down its total marketing costs into specific marketing activities.

materialism

An individual’s desire to acquire more possessions.

media

The assorted public relations communication strategies available to convey the image to the selected publics.

motives

The reasons that individuals do something.

niche market

A narrowly selected target market segment.

non-store retailing

Retailing activity conducted away from the traditional store.

opinion leader

A person who influences others.

packaging

The development of a container and the graphic design for a product.

peer group

A group of people with whom a person closely identifies, adopting their attitudes, values and beliefs.

people

Everyone who is involved in the product of a business, whether directly in contact with customers or indirectly connected.

percentage mark-up

Increase to the cost price by a fixed percentage to give the selling price.

personal selling

The activities of a sales representative directed to a customer in an attempt to make a sale.

personality

The collection of all the behaviours and characteristics that make up a person.

physical evidence

Everything that the customer sees when interacting with a business place.

place

The distribution and location strategy that makes the product available to the customer wherever they choose to purchase.

price

The amount of money the customer pays to be able to enjoy a product.

primary data

The facts and figures collected from original sources.

primary target market

The market segment at which most of the marketing resources are directed.

process

The flow of activities or mechanisms that take place when there is any interaction between the customer and a business.

product

A good, service, experience, idea or information that can be offered in an exchange for satisfying a need or want.

product development

The creation of a product with new or different characteristics that offer new or additional benefits to customers.

product life cycle

The stages a product passes through: introduction, growth, maturity, decline and extension.

product mix

The total range of products offered by a business.

product placement

The inclusion of product advertising in entertainment.

product positioning

The development of a product image compared with the image of competing products.

promotion

The methods used by a business to inform, persuade and remind a target market about its products.

promotion mix

The promotion methods a business uses in its promotional campaign. Methods include personal selling, advertising, and publicity and public relations.

psychological factors

Influences within an individual that affect their buying behaviour.

public relations

The planned and sustained effort to establish and maintain goodwill and mutual understanding between a business and its publics.

public relations campaign

A series of public relations activities undertaken to achieve a specific objective.

publicity

Any free news story about a business’s products.

publics

Groups that the business interacts with and that have a vested interest in, or impact on, the business’s objectives.

quote

An estimate of the costs involved with an individual job, plus a certain amount so the business makes a profit.

risk management

The process of identifying the risks to which a business is likely to be exposed and determining the best way to deal with them.

sales analysis

Uses sales data to evaluate the business’s current performance and the effectiveness of the marketing mix.

search engine optimisation

The process of improving a business’s website to increase its visibility when people search for products or services via various search engines.

secondary data

Information that some other person or business has already collected.

secondary target market

Usually a smaller and less important market segment.

social media

A computer-based technology that facilitates the sharing of ideas, thoughts and information through virtual networks and communities.

sociocultural influences

Forces exerted by other people that affect customer behaviour.

statistical interpretation analysis

The process of focusing on the data that represent average, typical or deviations from typical patterns.

survey

Gathering data by asking questions or interviewing people.

target market

A group of customers with similar characteristics who currently purchase the product or may do so in the future.