Intermediate test: Chapter 4, 7, and 8.4.

Big Data

Vast and complex datasets generated from digital and physical interactions that require advanced technologies to store, process, and analyze.

Customer Insights

Actionable understandings about customers and markets that drive more effective marketing decisions.

Marketing Information Ecosystem (MIE)

A system/framework of people, processes, and assets for collecting, analyzing, and distributing marketing data and insights.

Competitive Marketing Intelligence

Continuous and ethical monitoring and analysis of publicly available information about competitors and market developments.

Internal Databases

A company’s internal records of customers, sales, operations, and activities.

Behavioral Targeting

Using online behavior data to deliver personalized advertisements, offers, and content to individual consumers.

Causal Research

Research that tests cause-and-effect relationships between marketing variables.

Customer Insight Community

Ongoing online group of consumers providing continuous feedback and insights.

Descriptive Research

Research that describes market characteristics such as demographics, attitudes, and buying behavior.

Digital Text Analysis

AI-based analysis of online text to identify patterns, themes, and sentiment.

Ethnographic Research

Observing consumers in their natural environments to understand their behaviors and motivations.

Experimental Research

Controlled testing of marketing variables to measure cause-and-effect outcomes.

Exploratory Research

Preliminary research to help define problems and form hypotheses.

Focus Groups

Small, moderated group discussions that uncover perceptions and motivations.

Interviews

One-on-one, semi-structured conversations to gain detailed qualitative insights.

Marketing Research

Systematic design, collection, analysis, and reporting of data for a specific marketing situation.

Observational Research

Gathering data by watching relevant people, actions, or situations.

Online Focus Groups

Virtual focus group sessions conducted through online platforms.

Online Marketing Survey Research

Internet or mobile surveys, panels, and communities for data collection.

Primary Data

Data collected firsthand for the specific research objective.

Sample

A subset of a population selected to represent the whole.

Secondary Data

Information previously collected for another purpose but reused for the current study.

Survey and Questionnaire Research

Collecting information through structured or open-ended questions about attitudes or behavior.

Artificial Intelligence (AI)

Machine-based systems that analyze, learn, and act autonomously to enhance marketing effectiveness.

Customer Relationship Management (CRM)

System for capturing and integrating customer data from all touchpoints to manage interactions and strengthen loyalty.

Marketing Analytics

Tools, technologies, and processes used to extract patterns and predictive insights from data.

Marketing Information Analysis

Process of interpreting and transforming data into actionable insights.

Customer Touchpoints

Any point of contact between a customer and a company.

Intranet

Secure internal company network for employee access to shared data.

Extranet

Secure external network that allows partners or customers to access company data.

International Marketing Research

Conducting research across countries considering cultural, economic, and linguistic differences.

Privacy Intrusion

Excessive or unethical collection and use of consumer personal information.

Data Security

Protecting consumer data from unauthorized access or misuse.

Misuse of Research

Manipulating research methods or findings to mislead or bias outcomes.

Chief Privacy Officer (CPO)

Executive responsible for customer data protection and privacy compliance.

Marketing Information System (MIS)

People and procedures used to assess information needs, develop needed information, and make it usable for decisions.

Just-in-Time Research

Fast, digital research methods that deliver immediate insights.

GDPR

EU data protection regulation with strict rules on consumer data use.

CCPA/CCRA

California consumer privacy laws requiring transparency and giving consumers rights over their data.

Market Segmentation

Dividing a market into distinct groups of buyers with different needs or characteristics.

Market Targeting (Targeting)

Evaluating segments and selecting which to serve.

Differentiation

Creating meaningful differences in the offering to deliver superior customer value.

Positioning

Arranging a product’s place in the minds of target customers relative to competitors.

Geographic Segmentation

Dividing markets by nations, regions, states, cities, or neighborhoods.

Demographic Segmentation

Dividing markets by age, gender, income, education, ethnicity, or generation.

Age and Life-Cycle Segmentation

Segmenting by age or family/life-cycle stage.

Gender Segmentation

Segmenting markets based on gender-related needs or behaviors.

Income Segmentation

Segmenting markets by income level.

Psychographic Segmentation

Dividing buyers based on social class, lifestyle, or personality.

Behavioral Segmentation

Segmenting based on knowledge, attitudes, uses, or responses.

Occasion Segmentation

Grouping buyers by occasions when they buy or use a product.

Benefit Segmentation

Segmenting based on benefits sought from a product.

Hyperlocal Social Marketing

Location-based digital targeting focused on very small geographic areas.

Intermarket Segmentation

Forming segments of similar consumers across different countries.

Undifferentiated Marketing

One offer for the entire market.

Differentiated Marketing

Separate offers for several segments.

Concentrated Marketing

Focusing on one or a few narrow segments or niches.

Micromarketing

Tailoring products and programs to individuals or local groups.

Local Marketing

Adapting brands to local neighborhoods or stores.

Individual Marketing

Tailoring products to the needs of individual customers.

Target Market

Segment(s) a company chooses to serve.

Competitive Advantage

Edge over competitors achieved by offering greater customer value.

Product Positioning

How consumers perceive a product relative to competitors.

Value Proposition

Full mix of benefits on which a brand is positioned.

Positioning Statement

Internal statement defining target market, need, product description, benefit, and differentiation.

Usage Rate Segmentation

Dividing the market into light, medium, and heavy users.

User Status Segmentation

Dividing buyers into nonusers, ex-users, potential users, first-time users, or regular users.

Loyalty Status Segmentation

Segmenting customers by degree of loyalty.

Multivariable Segmentation

Using multiple bases to segment markets simultaneously.

Need-Based Segmentation

Segmenting B2B markets by level of service/support needed.

Positioning Map

Visual tool showing consumer perceptions of brands.

Unique Selling Proposition (USP)

The single compelling benefit differentiating a brand.

Brand

Everything a product or service means to consumers.

Brand Equity

The differential effect knowing the brand name has on customer responses.

Brand Value

The total financial value of a brand.

BrandAsset Valuator

Measures brand strength via differentiation, relevance, knowledge, esteem.

Customer Equity

Total value of customer relationships created by the brand.

Brand Positioning

Placing the brand in consumers’ minds via attributes, benefits, or beliefs and values.

Attribute Positioning

Positioning on product or service attributes.

Benefit Positioning

Positioning on desirable benefits.

Beliefs and Values Positioning

Positioning based on emotional meaning and values.

Brand Name Selection

Choosing a name that is suggestive, easy, distinctive, extendable, translatable, and protectable.

Brand Sponsorship

Choosing national brand, store brand, licensing, or co-branding.

National Brand

Brand created and owned by the manufacturer.

Store Brand

Brand owned by a retailer or wholesaler.

Licensing

Using names or characters created by others for a fee.

Co-branding

Using two established brand names on the same product.