ICDC Marketing Vocab Study Guide

Primary Data
Data collected firsthand for a specific purpose.
Secondary Data
Data that was previously collected for another purpose.
Exploratory Research
Research conducted to clarify concepts and gather initial information.
Descriptive Research
Research that describes market characteristics.
Causal Research
Research that tests cause-and-effect relationships.
Sampling Plan
An outline detailing how respondents will be selected for the research.
Coding (Data)
The process of labeling and organizing qualitative data into recognizable patterns.
Frugging
Fundraising disguised as research to collect data.
Sugging
Selling products under the guise of research.
Marketing Intelligence
Continuously collected data about market conditions.
Net Promoter Score (NPS)
A metric for customer loyalty measured on a 0–10 scale.
Bias (Survey Design)
An error in survey design that leads respondents to provide specific answers.
Leading Questions
Questions that suggest a specific answer through their wording.
Customer Voice
The feedback and input received directly from customers.

Product Bundling
The practice of selling multiple products together as a single unit.
Pure Bundling
Only selling products as part of a bundle, no individual sales.
Planned Obsolescence
Designing products to wear out before they naturally should to encourage repeat purchases.
Product Life Cycle
The stages a product goes through: Introduction → Growth → Maturity → Decline.
Brand Extension
The strategy of expanding an existing brand into new categories.
Co-Branding
A marketing partnership where two brands collaborate on a product.
Private/Distributor Brand
Brands owned by retailers, such as Walmart’s Great Value.
Product Discontinuation
Stopping production of a product entirely.
Positioning (By Attribute, Price, Convenience)
The strategy of differentiating a brand based on specific attributes, pricing strategies, or convenience to the customer.

Feature-Benefit Selling
The process of matching product features to the benefits customers seek.
Touchpoints
All interactions that a customer has with a brand, from discovery to after-sales.
CRM (Customer Relationship Management)
Software used to organize and analyze customer data effectively.
Upselling
Encouraging a customer to purchase a more expensive item than they initially intended.
Cross-Selling
Suggesting complementary products to a customer during the sales process.
Emotional Motive
The influence of feelings on purchasing decisions, as opposed to logical reasoning.
Extensive Decision Making
When a customer requires significant time and research before making a purchase.
Follow-Up
Contacting customers post-purchase to ensure satisfaction and address any issues.

Product Placement
The strategic integration of products into media content.
Affinity Marketing
Partnerships between brands that target a shared customer base.
Sales Promotion
Short-term incentives provided to stimulate sales, such as coupons or rebates.
Public Relations (PR)
Efforts focused on creating a positive public image for the company.
Institutional Promotion
Promotional activities that focus on the brand itself rather than individual products.
Direct Marketing
Reaching out directly to consumers using methods like email or direct mail to promote products.
Stealth Marketing
Marketing efforts that go unnoticed by the audience (implicitly marketing).
Press Release
Official statements issued to media outlets to announce significant news.
Social Media Marketing
Utilizing social media platforms like Instagram and Facebook for advertising.
Call to Action (CTA)
Clear prompts encouraging users to take specific actions.
Endorsement
When a celebrity or influencer promotes a product.
Truth-in-Advertising Laws
Regulations by the FTC that mandate honesty in advertising practices.

Inflation
The overall increase in prices across the economy.
Price Fixing
A conspiracy among competitors to set prices at a certain level, often illegal.
Seller’s Market
A market condition where demand exceeds supply.
Supply and Demand
The fundamental economic concept driving pricing in a free market.

Constructive Criticism
Feedback given with the intent to help others improve, rather than to dishearten them.
Self-Control
The ability to manage one's emotions effectively, especially in high-stress situations.
Critical Thinking
The capacity to analyze information objectively to form a balanced judgment.
Diversity in the Workplace
Promoting a variety of perspectives to foster innovation and creativity.
Empathy
The ability to understand and resonate with others' feelings.
Ethical Behavior
Acting with integrity and fairness in all business interactions.

Channel Management
The process of selecting and overseeing the distribution of products to consumers.
Exclusive Distribution
Only one distributor is authorized to sell a brand in a specific territory.
Intensive Distribution
A strategy where products are made available in as many outlets as possible.
Horizontal Conflict
Conflict arising between competing businesses at the same level within a distribution channel.
Vertical Conflict
Disagreements occurring between different levels in the distribution channel (e.g., between manufacturers and retailers).
Dual Distribution
The use of more than one distribution channel simultaneously to reach consumers.