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Financial Marketing Glossary
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Acceptable Price Range
A consumer expectation of the price range for a given product category; pricing below the acceptable price range will be perceived as inferior, pricing above the acceptable price range will be considered too expensive.
Ad Hoc Marketing Research
Marketing research conducted in response to a specific, one-time need.
Adaptive Selling
A sales technique using a sales message and sales behavior adapted for each prospect in response to the specific sales situation. Electronic commerce is an ideal vehicle for this technique because of its ability to gather input from customers through effective interfaces.
Added Value
Activities or work essential to ensure a product or service meets the needs of the customer. It is the quantified bottom-line contribution the application of products and services bring to customers.
Advertising
Placement of messages or announcements purchased in various media to promote a product, company or cause.
Advertising (Ad) Copy
The printed text and/or spoken words that deliver the message contained in an advertisement.
Advertising Agency
A firm that specializes in the creation, design and media placement of advertisements, and in the planning and execution of promotional campaigns.
Advertising Budget
The sum allocated in a given accounting period for advertising expenditures.
Advertising Effectiveness
Degree to which an advertisement or advertising campaign achieves its stated objectives; typically gauged by measuring the campaign's impact on sales, brand awareness, and market share.
Advertising Exposure
An opportunity for a person to see or hear a marketing message.
Advertising Media
The various channels that advertisers employ to communicate messages to target audiences.
Advertising Message
The central idea or theme that an advertiser conveys to motivate certain behavior on the part of the target audience.
Advertising Objectives
1) The purpose of an advertisement (for example, to inform, to persuade, to remind). 2) The specific goals of the advertiser, such as the amount of products sold or inquiries received.
Affinity Marketing
1) Marketing targeted at individuals sharing common interests or purchase behaviors that predispose them towards a product. 2) A campaign jointly sponsored by a number of disparate organizations that are non-competitive but have a particular common interest.
Algorithm
The set of rules a search engine applies to web pages to determine which Web pages are displayed in the search results for a search term. Search engines regularly change their algorithms to improve the quality of the search results, require constant research and monitoring of optimization efforts.
Alternative Advertising
Advertising using vehicles other than traditional mass media; examples include text messaging on mobile phones and signs on supermarket shopping carts, etc.
Aspirational Group
A reference group which a person desires to emulate or be associated with.
Audience
The number of individuals or households exposed to an advertisement or marketing communication.
Awareness
The degree to which target customers recall a brand or are aware of its existence.
Banner Ad
An online graphical web advertisement that may contain a static or moving image and copy extending across the full page width and offering a hyperlink to the home or landing page. It typically measures 468 pixels wide and 60 pixels tall.
Barriers to Entry
Economic, legal, psychological, technical, and other forces that limit access to markets, thereby reducing the threat of new competition.
Short for "Web log", the term refers to a frequently updated journal or collection of short articles on various subjects with links to further resources.
Brand
An identifying symbol, sign, name, or mark that distinguishes an organization or a product from its competitors; the intangible sum of an organization’s attributes—it can include its name, its history, its reputation, its packaging, and the way it is advertised.
Brand Architecture
The development and implementation of a plan for linking company, brand, product, and feature names to optimize a company’s brand awareness.
Brand Associations
The feelings, beliefs and knowledge that consumers perceive about brands.
Brand Attributes
Functional or emotional associations that are assigned to product or company by its customers and prospects; the qualities a company wishes to stand for or have associated with its brand.
Brand CredoTM
A brand identity statement developed by Suasion Resources that articulates what a firm stands for in the marketplace, i.e., how it wishes to be perceived and the attributes it wants associated with the brand.
Brand Equity
The perceived value and quality of a brand based on the extent to which it has high brand loyalty, awareness and strong positive associations.
Brand Extension
A new product or service that is related to an existing brand, but that offers different features/benefit and/or appeals to a different target segment.
Brand Identity
The outward expression of the brand, including its name and visual appearance. The brand's identity is its fundamental means of consumer recognition and symbolizes the brand's key attributes and its competitive differentiation.
Brand Image
The customer's net "out-take" from the brand. For users this is based on practical experience of the product or service concerned (informed impressions) and how well this meets expectations; for non-users it is based almost entirely upon uninformed impressions, attitudes and beliefs.
Branding
The process of developing and communicating brand attributes and brand identity to build marketplace awareness and acceptance in order to meet sales and revenue goals.
Business Plan
A written document that describes a business, its objectives, strategies, market and financial forecast over a specified period of time.
Business Strategy
The approaches and initiative developed by a company for achieving its stated objectives.
Business to Business (B2B)
The sale of a product or service to a corporation or institution.
Business to Consumer (B2C)
The sale of a product or service to an individual for personal consumption or end use by another individual.
How a buyer decides whether or not to purchase goods or services (on impulse, based on price, etc.)
Buzz
Marketing promotion that communicates marketing messages person-to-person, rather than by mass media, advertising, organized publications, or traditional marketing. Typically occurs through spoken communication, although web dialogue, such as blogs, message boards and emails are often now included in the definition. See Viral Marketing.
Cause Related Marketing
Partnership between a company and a charitable organization intended to benefit both parties.
Channels
The various networks used by a company to communicate and interact with its customers and prospects.
Circulation
The average number of issues of a print publication that are distributed in a given period.
Comparative Advertising
Advertising which compares a company's products with those of one or more competing brands.
Competitive Advantage
Advantage gained over competitors by offering consumers greater perceived value, either through lower prices or greater benefits. The strategies, skills, knowledge, resources or competencies that favorably differentiate a business from its competitors.
Consumer
An individual who buys and uses a product or service.
Consumer Behavior
The process by which people buy, use and dispose of products. See Buying Behavior.
Online advertising that appears next to related non-search-engine-generated content, such as news articles.
Conversion Rate
1) The percentage of a specified audience that takes a desired action such as responding to a direct mail campaign or making a purchase. 2) Percentage of visitors to a Web site that make a purchase or perform a pre-determined task, such as signing up for a newsletter or registering to receive additional information.
Cooperative Advertising (Co-op Advertising)
Advertising whose cost is shared between two or more parties.
Copywriting
Creative process of developing original written content for advertisements or marketing material.
Corporate Reputation
A complex mix of characteristics that go to make up a company's public personality.
Corporate Strategy
Overall plan integrating underlying goals of the company such as mission, the financial and human resource strategies, the organizational structure and the management of the interdependencies among businesses.
Cost Efficiency
For a media schedule, refers to the relative balance of effectively meeting reach and frequency goals at the lowest price.
Cost Leadership
A strategy of positioning the brand as the low-cost provider in a given market segment.
Cost Per Acquisition (CPA)
The average cost per acquisition (total marketing costs/ number of sales closed = CPA).
Cost Per Click (CPC)
The price an advertiser pays each time a user clicks on a sponsored link, usually pre-determined by bidding against other advertisers.
Cost Per Thousand (CPM)
The cost, per 1000 people reached, of buying advertising space in a given media vehicle.
Crawler
A component of a search engine that explores web site content and indexes relevant information such as keywords and links.
Creative Strategy
An outline of the targeted messages that will provide the guiding principles for the development of marketing materials.
Culture
The shared values, beliefs, and customs that govern the behavior of a corporation and its employees.
A person or company who purchases goods or services.
Customer Lifetime Value (CLV)
The profitability of a customer during the lifetime of the relationship.
Customer Loyalty
Feelings or attitudes that incline a customer to continue to do business with a given company.
Customer Relationship Management (CRM)
The strategies, processes and techniques a company uses to manage all aspects of client interaction.
Customer Satisfaction
A measure of how well a company fulfills the customer's expectations in terms of quality and service.
Customer Service
Full range of activities utilized by a company for delivery of customer communications and responding to requests, inquiries, and complaints.
Database Marketing
The use of customer and prospect information, stored in an electronic database for targeted marketing activities.
Demographics
Information describing a marketing population in terms of age, sex, income, etc. that can be used to segment a group and develop marketing campaigns.
Differentiation
The combination of unique elements that allow a company and/or its products and services to stand out in the marketplace.
Delivery of an advertising or promotional message to customers or potential customers by mail.
Advertising or promotional materials sent in bulk to existing or potential customers by mail or e-mail.
Direct Response
Promotions that permit or request consumers to directly respond to the advertiser by mail, telephone, e-mail, or some other means of communication.
Directory
1) A systematically organized list of persons, businesses, organizations, or associations that provides addresses, affiliations, telephone numbers, and similar information. 2) A listing of categorized Web sites that can help improve the search engine standing of included sites.
The process of delivering products and services from the supplier to the end user.
Diversification
The act of increasing the variety of products and services sold by a corporation in order to reduce reliance on a narrow range of products.
Eighty-Twenty Rule
A rule-of-thumb that posits that, for the typical product or service category: 1) eighty percent of the products sold will be consumed by twenty percent of the customers or 2) twenty percent of a sales force will account for eighty percent of the products sold.
Electronic Commerce (E-commerce)
Business transacted through electronic networks, generally over the internet. E-commerce activities generally involve the electronic exchange of information to acquire or provide products or services, to place or receive orders, to provide or obtain information, and to complete financial transactions.
General term for marketing conducted by electronic media, usually over the Internet or by e-mail.
Emotional Selling Proposition (ESP)
Branding strategy that seeks to differentiate brands according to the feelings and values they generate among consumers.
Endorsement
Affirmation, usually from a celebrity, existing client or special interest group that a product or service is worthwhile and delivers the promised results and/or benefits.
External Analysis
Study of the external marketing environment, focused on factors such as: customer demographics and preferences; competition; relevant legal and regulatory constraints; and the social and cultural environment.
Field Marketing
The practice of sending representatives or agents to retail outlets to interact directly with consumers in order to more effectively build the brand, support sales and receive feedback on public receptivity to the brand.
The process of planning and executing a financial concept including the development of pricing, promotion, and distribution strategies to create exchanges that satisfy the needs of the financial organization and their retail and/or institutional clients. Financial marketing generally requires industry specific expertise since each industry (i.e., banking, brokerage, investment management, insurance) must abide by the strict regulations of its various governing bodies.
Focus Groups
A market research technique that enlists small groups of customers to participate in guided discussions on topics such as the utilization of a certain product or perceptions of a certain brand.
Forecasting
The practice of using available market data to estimate future market trends and their effect on consumer behavior.
The four key elements of the marketing mix, representing Product, Price, Place and Promotion.
Full-Service Agency
An agency that possesses a full range of marketing capabilities, including planning, design, production, advertising placement and results tracking and/or handles all aspects of the marketing process, including advertising, public relations, sales promotion, electronic and direct marketing.
The largest and most popular search engine on the web, Google processes over 200 million queries each day and has indexed over 8 billion Web pages. The search engine also offers PPC and contextual advertising through its AdWords program.
Guerrilla Marketing
Highly aggressive marketing that uses unconventional, attention-getting techniques to get maximum results from a minimal effort.
Image Advertising
Advertising that promotes the image or general perception of a product or service rather than promoting its functional attributes, in order to create positive attitudes for the brand.
Inbound Links
Hyperlinks pointing to a given site from other, usually thematically related sites. Also called "backward links," they are an important component of online marketing.
Index
The collected information in a search engine or directory that search users can query against.
Institutional Marketing
The marketing of products and services to both for-profit and non-profit organizations, such as corporations, universities, charitable organizations, government entities and other non-profit organizations.
Internal Marketing
Training and promotional initiatives intended to elicit support and goodwill for a company and its activities among its own employees, in order to encourage them to promote corporate goals.
A word or phrase that a user types into the search window of a search engine to find Web sites containing relevant information. Incorporating applicable
Keywords into a Web site is a crucial component of optimization. See Search Term.
The Web page to which a link from a search result or online promotion directs search engine traffic.
Leave Behind
Printed materials or other promotional items that a sales person leaves with with prospective customers to facilitate brand recall and provide easy access to contact and/or purchase information.
Link Popularity
A measure of how many other Web pages are linked to a given Web page. Several search engines include this factor in determining their search results.
A graphic, usually consisting of a stylized name and/or symbol that identifies a company or brand.
Loyalty
A measure of the preference consumers have for a product or service compared to other similar, available options. This is often measured in terms of repeat purchase behavior or price sensitivity.
Macro Environment
The external factors, such as socio-economic, legal and technological forces that can impact the success of an organization's business and marketing strategies.
Market Challenger
A firm using aggressive marketing efforts to take substantial market share from the current market leader.
Market Extension
The process of growing sales by offering existing or modified products to new market segments.
Market Follower
A firm that imitates the leaders in a market place rather than challenging them, often taking advantages of opportunities rejected or created by market leaders.
Market Leader
The product or service holds the largest market share or creates the most innovative offering in its marketplace.
Market Penetration
The attempt to grow a business segment by obtaining a larger market share in an existing market.
Market Research
The systematic gathering, recording, and analysis of data to support corporate decision-making concerning product development and market promotion.
The division of the market place into distinct subgroups or segments, each characterized by particular needs, preferences, demographics or socio-economic characteristics.
Market Share
A company's sales of a given product or set of products to a given set of customers, expressed as a percentage of total sales of all such products to such customers.
Marketing
The full range of research, strategic planning and tactical implementation activities required to identify market needs and develop, distribute, promote, price and sell products and services.
Marketing Audit
Scrutiny of an organization's existing marketing system to ascertain its strengths and weaknesses.
Marketing Communications
The full range of approaches and initiatives used by a firm to promote its brand, products and services to its customers and prospects.
Marketing Firm
A company that seeks to improve a firms' overall profitability or market share through various means such as product or service development, positioning, branding pricing, packaging, PR, promotion and distribution.
Marketing Metrics
The standard measurements against which a company can evaluate the effectiveness of its marketing performance in areas such as market share, advertising reach, and response rates elicited by advertising and direct marketing.
The combination of product, strategy and communications initiatives a company uses to promote its brand and generate revenues. See Four Ps.
Marketing Objectives
A statement setting forth the specific marketing goals to be accomplished. Objectives can be stated in such terms as products sold, the number of trial purchases, the number of repeat purchases, audience reached, and percentage of the audience made aware of the product.
The systematic gathering, recording and analysis of data relating to a company's market, customers and competitors.
Marketing Strategy
A comprehensive document that describes: how a company wishes to position the firm and its products in the competitive marketplace; the relevant value proposition; target markets; product and pricing policies and proposed marketing initiatives.
Media Marketing
A term coined by Suasion Resources to describe its proprietary alternative to traditional public relations, a cost-effective method that uses highly concentrated efforts to garner targeted media coverage.
Media Neutral Planning
A customer focused review of media options based on research, analysis and insight into individuals' perspectives, reactions and preferences.
Mission Statement
A summary of a company's business philosophy, goals and values.
New Product Development
The overall process of creating and launching new products including concept generation, design, implementation, marketing plan development, execution and introduction of product into the marketplace.
A periodically distributed publication focusing on a specific subject and containing articles and information that are of interest to its subscribers. Newsletters are a popular vehicle for communicating with audiences in the financial marketing arena.
Niche Marketing
Marketing adapted to the needs, preferences and expectation of a small, precisely defined segment of the marketplace.
Communications and marketing initiatives that employ the Internet and e-mail based tools of a marketing campaign, such as banner ads, e-mail marketing, search engine optimization, Pay-Per-Click advertising.
Organic Growth
A company's expansion generated by the activities of its current business and reinvestment of profits, rather than by mergers or acquisitions.
A numerical value assigned by Google to indicate a Web page's relevance or importance. Based on a scale of 0-10, it is one of many factors that determine a Web site's placement within search engine results pages.
Paid Inclusion
A program that enables companies to pay for guaranteed inclusion in a search engine's organic search results.
A program that enables a company to place an online advertisement in a search engine's sponsored links section in connection with agreed upon keywords.
An online advertising payment model under which advertisers pay agencies and/or media companies based on how many users clicked on an online ad.
Peer to Peer Marketing (P2P)
Technique of providing customers with the tools, incentives and rewards to promote products and services by word-of-mouth, or word-of-mouse (i.e., the Internet). See Viral Marketing.
Penetrated Market
The portion of the market that is currently utilizing a given product or service.
Personal Selling
Interpersonal, often face-to-face communication between salespeople and prospective purchaser(s) designed to influence the purchase decision.
Positioning
The process used by marketers to create "relevant differentiation" for a product, service or company and generate the desired positive marketplace perceptions relative to the competition.
Product Differentiation
The process of distinguishing a product from other similar products through the use of unique product features, advertising, packaging, promotion, design.
A model describing the progress of a product from the inception of the idea, through creation, packaging, introduction, growth and maturity to the eventual decline in sales. A product life cycle is often represented by a bell curve.
Professional Services
Services offered by individuals and companies that are accredited by professional bodies, such as brokers, accountants, and lawyers.
Promotion
The use of persuasive communication techniques such as advertising, personal selling, sales promotion, and public relations to enhance the visibility and marketplace acceptance of a product, service or company.
Promotional Mix
The combination of promotional activities, which are likely to include advertising, personal selling, public relations, direct marketing, packaging, and sales promotion, selected by a company to communicate focused promotional messages to its target market segments.
Techniques and activities designed to establish and protect the reputation of a company or brand, and to create and promote favorable relationships between the organization and targeted segments of the public or client base.
Publicity
Non-paid media coverage of a company, product, service, or idea, typically the result of a press release of other public relations initiative.
Communications, advertising and promotional activities intended to create consumer demand for specific products, services or brands. Opposite of Push Promotion.
Communications and promotional activities intended to persuade wholesale and retail distribution outlets to stock and promote specific products. Opposite of Pull Promotion.
A market research approach that uses observation, interviews, document review and objective analysis in lieu of Quantitative Data.
A market research approach that focuses on gathering statistical data and measuring, evaluation and defining precise differences and similarities. Opposite of Qualitative Research.
Reference Group
A group with which a person identifies in some way, and whose opinions and experiences influence that person's behavior.
Relationship Marketing
An approach that focuses on establishing a strong, long-term relationship with customers based on understanding and fulfilling their evolving needs.
Relevant Differentiation
A sustainable competitive advantage that enables products and services to stand out from others in the same market category and is appropriate, meaningful and valuable to the target markets.
Return on Investment (ROI)
With respect to a marketing initiative, the ROI is a measurement of the returns, i.e., sales revenues, compared to the total amount expended.
A range of techniques employed to stimulate market demand or improve product availability in a limited time period. Sales promotions can be directed at the customer, sales force or distribution channel members.
Sampling
The use of a statistically representative subset as a proxy for an entire population, used in Quantitative Research.
A software program (or web sites using such a program) that collects and indexes Web pages according to specific criteria. search engines then return sites ranked by relevancy based on the keywords or phrases entered by Web users.
Search Engine Marketing (SEM)
A component of the promotional mix of a marketing plan, SEM uses a variety of tools and techniques to improve a Web sites' online visibility and deliver targeted traffic.
Search Engine Optimization (SEO)
A process of modifying the visual and back-end elements of a Web site to achieve higher placement in a search engine's results for selected keywords.
The actual keyword or phrase entered into a search engine by a person who is performing an online search.
Shareholder Value
The worth of a company from the point of view of its shareholders. Maximizing shareholder value is a common objective for business management.
Skimming
The practice of inflating the price of a product or service in the early stages of the product life cycle in order to extract as much profit as possible before prices are driven down by increasing competition.
Slogan
A memorable phrase or sentence in an advertising message.
Sponsored Link
Paid text advertisement that runs alongside natural search content on a Search Engine.
Sponsorship
Traditionally, the practice of a company to provide funding to another organization in return for publicity and goodwill. Sponsorships are increasingly popular on the internet, where companies pay a fixed fee to display their ad in a favorable position.
Strategic Market Planning
The process comprising the full range of activities, e.g., marketing segmentation, positioning, resource evaluation, needed to create and sustain effective marketing strategies.
Tag Line
A phrase that conveys the most important attribute or benefit of a company, product or service and is generally incorporated into all communications, promotional materials and the company's logo to enhance the brand image.
Target Audience
A specific group determined on the basis of affinity, demographics, geography, etc. for which an advertising message is designed.
Target Market
The particular segment of a total population which is considered to be a prospective consumer of goods or services.
Targeting
A process using market segmentation, together with techniques such as content matching, profiling and filtering, to create and deliver marketing messages customized to the interests, needs and concerns of individual recipients.
Unique Selling Proposition (USP)
A statement that defines what differentiates a company from its competition, how its products and services are superior and what special benefits the company provides to its customers.
Value Proposition
The unique set of product and service qualities an organization offers its customers.
Any marketing technique that encourages recipients of an advertisement, promotion or other marketing message to pass it along to others through word of mouth, email, blogs or other means. Viral marketing is particularly effective online and has the ability to create a potentially exponential growth in the message's visibility and impact.
W
The spreading of brand and product information through human interaction, consumer-to-consumer emails or personal Web pages such as blogs. See Viral Marketing.
Yahoo!
The most visited site on the internet, Yahoo! operates an Internet portal, a web directory and a host of other services including the popular Yahoo! Mail service. Yahoo also operates a PPC program through its Overture subsidiary.
