concepts of marketing....

View impression

Measurement of the size of the audience for a web site, web page, or banner ad, expressed in terms of the number of times it is viewed. Page views do not indicate whether a viewer made a purchase or actually read the page.
 
Focus of sale

Primary issue, benefit , or claim about a product or service that will be emphasized in the advertising and toward which the prospective customer will be directed by the advertising strategy.
 
Franchise

Privilege granted by a franchisor to a franchisee permitting the latter to operate using the franchisor's name. The franchisee must pay a franchise fee for such right. In addition, the franchisee is typically required to use the franchisor's products. The franchisee usually receives other benefits from the franchisor, such as advertising.
 
Factory pricing

Prices that are discounted to compensate the buyer for the cost of transportation from the seller's place of business to the buyer's. Factory pricing saves the seller from the expense and management of shipping and places the risk of loss during transport to the buyer. Marketers who are located close to their customers can better afford to sell with factory pricing than marketers who are located at a greater distance. For example, a metal bed frame manufacturer who sells a relatively heavy weight product at a low price could not compensate for the cost of transportation to a customer in a distant location.
 
Web marketing

Web marketing is the general term for marketing done on the Internet. It's basically a computer-based version of traditional marketing objectives that involve a product, price, packaging, promotion and place. Marketing is ultimately about propelling a product or service through the proper channels and web marketing uses the Internet as that channel. The umbrella term of web marketing covers a comprehensive range of business activities such as generating sales leads, selling products or services and supporting other business through affiliate marketing.
 
Mail-order advertising


Advertising that creates orders for purchase through the mail. Mail-order advertising can utilize almost any form of media, although catalogs , such as the Spiegel catalog, are the most popular form. The catalogs are distributed through the mail, and then orders are likewise placed through the mail (although, as a convenience to customers, some mail-order houses or catalog houses offer a telephone ordering service, through the use of an 800 or toll-free telephone number). The important characteristic of mail-order advertising is that there is no interaction between the consumer and the advertiser and that, except when using the telephone option, the only means of communication between consumer and advertiser is through the mail.
 
Market development

Manufacturer's attempt to identify and develop new markets for marketing current products. There are three general strategies applied in market development: (1) working within the demographic market to see if any particular demographic group can be encouraged to buy more of the product or if any new group within the demographics can be encouraged to purchase the product; (2) looking at the institutional market to see if these buyers can be increased; (3) attempting to develop markets in new geographical areas. To effect these strategies, marketers will attempt new distribution methods, change the design of promotional efforts, and attempt to discover and promote innovative uses for an existing product.
 
Market niche

Small segment of a market that is particularly suitable as a target audience for a specific product. Generally a market niche offers significant potential for sales of the product and is often free of competitors for the particular product. For example, an automobile manufacturer may produce a car that is substantially less expensive than its competitors and that appeals only to those consumers in the vast automobile market who are interested in purchasing an inexpensive automobile. Although the target audience for the inexpensive auto represents only a small percentage of the total number of automobile buyers, the audience is still substantial enough to allow the auto manufacturer to carve out a niche and make a profit.
 
Test marketing

One of the final stages in new product development , where the product and the marketing program are introduced on a small scale into one or more selected cities or market areas. Test marketing provides the marketer the opportunity to observe consumer behavior toward the product in a real market situation, gain experience with the marketing program, and assess potential problem areas before launching a full-scale product introduction. Test marketing provides a great deal of information about the future success of the product and is often used to make profit and sales forecasts .
 
Testimonial advertising

Advertising copy approach using an individual who has tried a product and been satisfied with it to favorably endorse the product. The endorsement may be in the form of a statement or a letter, and the individual may be a well-known personality, such as an actor or athlete, or a satisfied customer appearing as an impartial "person in the street." The idea behind testimonial advertising is that a prospective customer may be favorably influenced to try a product when it has been praised by another impartial consumer, or by a known personality whom the consumer may wish to emulate.
 
Transit advertising

Out-of-home advertising on transportation vehicles such as buses, taxicabs, subways, commuter trains, rapid transit trains, and ferries, as well as in transportation vehicle terminals. There are three major types of transit advertising: car cards found inside the vehicles in a fleet; outside posters, located outside the vehicles in a fleet; and station posters located in carrier terminals.
 
Product Research and Development (PR&D)

Activity performed by a team of professionals working to transform a product idea into a technically sound and promotable product; also called research & development (R&D). Corporate research and development (R&D) departments are found in both large and small companies and are generally responsible for product development and testing, researching brand names, and creating an effective packaging concept.
 
Remarketing

Marketing efforts to spur demand for a product that is experiencing declining demand by marketing it as though it were a new product. The success of a remarketing effort is dependent upon a good understanding of what market changes have caused demand to decline so that the remarketing strategy can be based upon the current market environment.
 
Variable pricing

Marketing strategy that allows a different price to be charged to different customers or at different times. This type of pricing is common among street vendors, antique dealers, and other small, independently owned businesses but is not practical for direct marketers, who rely upon preprinted promotion forms. Variable pricing risks the loss of customer goodwill when one customer discovers another paid less.
 
Worked mail

Outgoing mail that has been through all the necessary lettershop processes, including presort , and is ready for mailing.
 
Emotional appeal

Type of advertising in which the copy is designed to stimulate one's emotions, rather than one's sense of the practical or impractical. When copywriters use emotional appeal in advertising, they are attempting to appeal to the consumer's psychological, social, or emotional needs. The copy is written to arouse fear, love, hate, greed, sexual desire, or humor, or otherwise create psychological tension that can best be resolved by purchase of the product or service.
 
Exclusive distribution

Marketing strategy that gives intermediaries an exclusive right to sell products in specified geographic areas.
 
Copyright:

The right of copyright gives protection to the originator of material to prevent use without express permission or acknowledgement of the originator.
 
Counter advertising

Advertising that takes a position contrary to an advertising message that preceded it. Such advertising may be used to take an opposing position on a controversial topic, or to counter an impression that might be made by another party's advertising.
 
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