DECA Marketing Vocabulary

Direct Marketing Channels

Advertising that sends a promotional message to a targeted group of prospects and customers rather than a mass audience

Market Research

The process of gathering information, conducting analysis and presenting findings for a product or service to make marketing decisions

Promotional Mix

The combination of advertising, personal selling, sales promotion and public relations used to accomplish an overall marketing strategy

ROMI (Return on Marketing Investment)

A financial calculation to determine the profitability returned to the business based on funds spent on communicating with potential customers

Distribution

The function of moving and selling goods from producer to consumer

Closing the Sale

Occurs when a salesperson gains an agreement to purchase from a consumer

Secondary Research

Data that has been previously collected for nonmarketing activity and is available for a business' use

Warranty

A promise that is given to a consumer that a product will meet certain standards

Advertising

A form of paid, nonpersonal promotion in which a company promotes an idea, good or service through a variety of media

Headline

A phrase in an advertisement that grabs the consumer's attention, creates interest and encourages them to read a promotional message

Selling Policy

Decisions of a business regarding forms of payment, returns and exchanges, sales quotas, sales commission, and legal and ethical issues

Guarantee

A promise that a product has a certain quality or will provide satisfaction

Pricing

The value placed on a good or service

Public Relations

Promotional activities that are designed to create a good image with the public

Promotional Plan

An outline of the marketing tools, strategies and resources that a company intends to use to promote a product or service.

Promotion

Choices made about advertising, personal selling, sales promotion and public relations used to communicate, inform and persuade potential and current customers

Demand Oriented Pricing

A pricing method in which the price of a product is changed according to its demand; a product will have a higher price when the demand is strong and a lower price when it is weak

Primary Research

Gathering data for the first time for a specific product, service and/or business

Customer Service

The process of helping a customer purchase a product or service and/or providing assistance after a purchase has been made

Product Knowledge

Information about a good or service that can include its application, function, features, and use

Marketing

The process of creating, communicating, delivering and exchanging offerings that have value for customers to generate profits for a business

Product Life Cycle

The stages that a product goes through in its life: Introduction, Growth, Maturity and Decline

Feature Benefit Selling

Selling technique in which the seller matches a feature with an advantage or benefit that the customer wants or thinks is desirable

Product/Service Management

The process of creating and changing the information about a company's catalog of offerings

Greetings Approach

When a salesperson first interacts with a consumer by welcoming a customer to the store and states they are available for questions

Slogan

A catchy phrase or words that identify a product or business

Service Close

When a salesperson encourages a consumer to purchase with information regarding services available

Statistics

Numbers that represent a fact or presents a view of a situation

Selling

When a buyer exchanges cash for a seller's good or service, or the activity of trying to bring this about

Marketing Information Management

The process and methods that generates, stores, analyzes and distributes information to promote good decision making for a business

Situation Analysis

The study of internal and external factors that affect marketing strategy

Channel Management

A process that involves selecting and evaluating channel members to monitor the movement of a product from producer or manufacturer to end user

Mark-Up Pricing

The practice of adding a constant percentage to the price of an item to determine its selling price

Competition Oriented Pricing

A pricing method in which a seller uses prices of competing products as a benchmark instead of considering own costs or the customer demand

Market Identification

The process of a marketer in identifying the most profitable areas to offer a new product or service

Target Marketing

The process of communicating with a particular group who is most likely to become customers. A target market is usually defined by demographic, geographic and psychographic characteristics

Product Mix

All of the different products and/or services a company makes or sells

Illustration

A photograph, drawing or other graphic that is used in a promotional message

Sales Promotion

All marketing activities other than advertising, public relations, and personal selling that are directed at a customer in order to increase sales

Marketing Plan

A formal document that specifies a companies activities for a determined amount of time

Personal Selling

Any form of direct contact between a salesperson and customer to fulfill their wants and needs

Data Collection Instrument

To gather information, marketers can use surveys, interviews, observations, federal and state government agencies, research companies, business publications, and trade association publications

Objections

A concern or doubt that a consumer has for not making a purchase

Cost-Plus Pricing

This type of pricing includes the variable costs associated with goods, as well as a portion of the fixed costs of operating the business

Open-Ended Questions

A question that encourages the consumer to respond with more than a "Yes" or "No" answer

Professional Development

Specialized training, formal education or other sources of gaining skills necessary for on-the-job success and/or advancement

Casual Research study

A study into an issue or topic that looks at the effect of one thing or variable on another

Selling process

The step-by-step process in which a salesperson advises a customer about products that suit his/her needs, leading through the decision to make a purchase

Copy

The selling message in a promotional message

Error

A wrong action that can not be attributed to a lack of knowledge.

Behavior intentions scale

A method used to collect information on the likelihood that people will demonstrate some type of predictable behavior regarding the purchase of a product or service

signature

Name of the advertiser and/or logo that is the identification for a business in a promotional message

Feature

A feature is a distinctive characteristic of a good or service that sets it apart from similar items

Benefit

Desirable attribute of a good or service, which a customer perceives he or she will get from purchasing

Marketing Tactics

Strategies used to promote a company’s products in order to increase sales.

bias

Innacuracy in data due to the characteristics of the process employed in the creation, collection, manipulation, and presentation of data, or due to faulty sample design

Product bundling

Technique of offering two or more complementary goods or services together as a package deal. Bundled items are sold at a price attractively lower than the total of their individual selling prices

Direct Close

When a salesperson specifically asks for the purchase

Business Image

The public perception of a business

Sales Forecast

The projection of future sales

Marketing Strategies

Identifies a target market and coordinated marketing mix selections to create sales.

Suggestion Selling

Selling additional goods or services to a customer

Sample Design

The part of the research plan that specifies how and how many respondents will be selected for a study

Market

All people who share the same wants and who have the ability to purchase a specific product or service

Standing room only close

When a salesperson encourages a consumer to make a purchase because the product is in short supply or a price change may occur

Data collection method

The systematic process of gathering information

Corporate branding

Strategy that encourages a new product to be associated with a well-established company name. Can be used with any product that a business sells or a brand that represents the entire business

Exploratory Research study

A study into a problem that provides details where a small amount of information exists. It may use a variety of methods such as trial studies, interviews, group discussions, experiments, or other tactics for the purpose of gaining information

Clientele

All of the clients of a business

Which Close

When a salesperson encourages a consumer to select between two products to close a sale

Likert Scale

A method developed by Dr. Rensis Likert that attributes quantitative value to qualitative data, to make it easier to analyze. A number is assigned to each potential choice and a mean figure for all the responses is computed at the end of the evaluation or survey. Likert scales usually have five potential choices (strongly agree, agree, neutral, disagree, strongly disagree)

Product Positioning

A strategy that either emphasizes features or image to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer

advrstising elements

The items found in an advertisement include Headline, Copy, Illustration and Signage

Response error

Occurs when respondents do not reveal their true opinions on a subject. They may misunderstand the question, fail to understand their opinions, lie, or try to present themselves in a favorable light

Intervewier error

Occurs when mistakes are made by the interviewer. These may include influencing the respondent in some way, asking questions in the wrong order, or using slightly different phrasing (or tone of voice) than other interviewers. It can also include intentional errors such as cheating and fraudulent data entry

Trade show

Exhibit of products or services of interest to a specific industry

Communication Channels

The path a message travels

Non-response error

Occurs when selected subjects fail to respond to a questionnaire. This can happen due to defective questionnaire wording and format, interviewer errors and/or inputting errors

Customer “Buzz”

Develops from a viral marketing technique used to get consumers talking about a product.

Advertising Media

The physical means of carrying a promotional message in words, speech and/or pictures; for example billboards, radio, newspapers, TV, magazines and the internet

customer relationship management

At a minimum, this is a database of customer contacts, purchase history and technical support. Additional elements can include profiles of potential clients, understanding and leveraging the needs of current customers, and enhanced customer service based on data analysis

Merchandise approach

When a salesperson first interacts with a consumer by making a comment or asks a question about a product that a consumer is showing interest in

affinity partner relationships

Marketing relationships that occur when two compatible companies work together to increase brand awareness for one another

external audience

Individuals or groups outside of an organization at whom its communications and promotional efforts are aimed

pre-approach

Observing a consumer prior to interaction

Data

nformation in an unorganized form that have a relationship with current conditions, ideas or knowledge

Channel Member relationships

Refers to the interconnectedness of members within a channel of distribution

Semantic differentual scale

A method used to measure satisfaction on a scale and the responent is asked to circle a number where 0 is neutral and one moves outwards from it towards the extremes of goodness and badness

Emotional motive

A feeling expressed by a consumer through association with a product

trial close

An initial effort by a salesperson to close a sale.

Standard

Used generally as an example or model to compare or measure the quality or performance of a practice or procedure

selling proposition

A benefit of a good or service that differentiates it from other products

Service approach

When a salesperson first interacts with a consumer by offering assistance, often in the form of an open-ended question like "How may I help you?"

Marketing planning

The market planning process typically result in a marketing strategy that can be used to enhance sales for the business producing it

Marketing research breif

A written document that includes a market and strategic overview, background information, role of research, objectives, suggested approach and research target, reporting requirements, timing, budget and existing research or other information related to the study

Word-of-mouth Channels

Oral or written recommendation by a satisfies customer to the prospective customers of a good or service

Channels of Distribution

Refers to the path a product takes from producer to the final consumer.

Sampling plans

A course of action that obtains data or observations from a group

Buying Signals

Actions that a consumer does to indicate that they are ready to purchase