HSB Marketing Terms

advertising
any paid form of non personal and promotion of ideas, goods or services
advertising media
means by which promotional messages are communicated to the public using words, speech or pictures
agent
represents another sales channel member as a sales representative but does not take ownership of a product
approach
when a salesperson make initial contact with a customer
brand
design, symbol, words or a combination of these, that identifies a product and separates it from its competitors
brand extension
using an existing successful brand name for an improved or new product in a different product category
brand insistence
exceptional customer loyalty to a product to the degree where a substitute will not be accepted
brand licensing
legal authorization by a trademarked owner to allow another company to use it’s brand for a fee
brand mark
element of a brand that cannot be expressed in words
brand name
words that identify not only a product but it manufacturer or producer
brand preference
when a customer will choose a a product in the presence of competing brands, but will accept substitutes
brand promise
benefits and experiences that marketing campaigns try to associate with a product in their customers minds
casual design
investigation into an issue or topic that looks at the impact of one variable to another
channel length
number of individual entities between the producer or manufacturer to final user
channel of distribution
the path that a product takes from producer or manufacturer to final use
clientele
regular or repeated customers to a specific business
co-branding strategy
combing 2 or more brands to increase customer loyalty and sales for the different brands
consumer
the ultimate user of a product
consumer good
tangible product purchased for personal use
corporate branding
attempting to attach a high credibility to a product by associating it with a well known company name
decline stage
4th and last stage of a product life cycle characterized by decreasing revenue and fewer customers
demographic segmentation
dividing a market into smaller groups based on personal characteristics
descriptive design
statistical study to identify patterns or trends in a situation , but not what causes them
direct distribution
product moves from a producer to buyer without the use of intermediaries
distribution intensity
the level of a product’s availability within a specific market
estimate
approximation or prediction with the recognition that some facts may be unclear or unknown