Marketing

Brand clarity

A comparison of how you want (and do not want) your brand to be perceived with how you are actually perceived by others, identifying blind spots and self-deceptive perceptions where internal and external brands do not correspond.

Branding

Developing an image for a company, product, or service.

Brand-name

A drug that is protected by a patent and can be produced/sold only by the company holding that patent.

Contextual advertising

An approach that uses key words on a web page or search engine that triggers a pop-up advertisement on a related topic. For example, typing “arthritis” into a search engine might result in the display of a variety of advertisements for such things as glucosamine and local pain specialists

Direct-to-consumer

advertising targeted specifically to the patient.

Early adopter

A consumer who adopts an innovation soon after its introduction into the market.

Image advertising

Advertising designed to highlight the employer as a great place to work in hopes that candidates will be predisposed to apply for openings at that employer in the future.

Integrated marketing communication

A planning process designed to assure that all brand contacts received by a customer or potential customer are consistent over time.

Market analysis

The systematic investigation of the structure and opportunities of a particular market based on data regarding prices, supply, and demand; it is used to inform a business about the needs and interests of a particular target audience. A large number of market analysis techniques are related to sales or need forecasting

Market niche

A well-defined segment of a population that needs or desires specialized goods or services.

Market penetration

The extent to which a product is adopted/ bought by consumers in a particular market

Market position

Ranking of an organization relative to its competitors

Market research

An assessment used to investigate a product’s or service’s potential in a given population or area.

Market segment

A group of individuals or organizations that have similar needs and characteristics

Market share

The portion of the total available market that is served by an organization; also, the percentage of sales of a good and/or service that may be attributed to an organization

Marketing

The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large

Marketing mix

The means by which an organization will position its products and services, and the approach for allocating resources.

Marketing strategy

The plan an organization uses to define and achieve its marketing objectives