Suasion Resources, Financial Services Marketing glossary


  • Adaptive Selling
    A marketing technique that utilizes a sales message and approach that are adapted for each prospect in response to a specific sales situation. Electronic commerce is an ideal vehicle for this technique because of its ability to gather input from customers through effective interfaces.
  • Advertising
    Any form of paid communication designed to bring attention to and engender positive perceptions about an organization, good, service or idea by an identified sponsor. Advertising is generally focused on motivating target markets to make a purchase or take another specified action.
  • Advertising Effectiveness
    Degree to which an advertisement or advertising campaign achieves its stated objectives. Advertising effectiveness is typically gauged by measuring a campaign’s impact on sales, brand awareness and/or market share.
  • Brand
    A company's face to the world—not only its name, but also how that name is visually expressed through a logo and how that name and logo are extended throughout the organization's communications. The company's brand is also how it is perceived—the associations and inherent value placed on the business by its various constituencies.
  • Brand Associations
    The feelings, beliefs and knowledge that consumers hold about a specific brand.
  • 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 to have associated with the brand.
  • Brand EngineeringTM
    Suasion Resources’ proprietary branding process, designed exclusively for the financial services industry. Brand Engineering employs a highly focused and market-driven approach to create a strong brand identity and manage marketplace perceptions.
  • Brand Equity
    The perceived value and quality of a brand as measured by the level of brand loyalty, awareness and strong positive associations the brand has engendered in its target market.
  • Brand Essence
    A brand’s promise expressed in simple terms that are rooted in a fundamental customer need or desire (e.g. Volvo = safety).
  • 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, brand identity symbolically communicates the brand's key attributes and its competitive differentiation.
  • Brand Loyalty
    Consumers’ consistent preference for and/or purchase of the same brand in a specific product or service category.
  • Brand Personality
    The distinguishing characteristics of a brand described in terms of human characteristics—e.g., warm, friendly, sophisticated, etc.
  • Brand Positioning
    Strategies employed by a brand to occupy a specific, clearly defined niche in the competitive environment. Positioning addresses every element of the marketing mix—e.g, messaging, market segmentation, brand imagery—to manage perceptions in the target market.
  • Brand Prominence
    The presence of a brand in the media in relation to the competition.
  • 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.
  • Cause-Related Marketing
    A partnership between a company and a charitable organization intended to benefit both parties by increasing awareness of both parties and associating the company with the positive, altruistic acts of the charitable organization.
  • Competitive Advantage
    The unique strengths and benefits, as well as the strategies, skills, knowledge, resources or competencies, that favorably differentiate a business from its competitors.
  • Database Marketing
    The use of customer and prospect information, stored in an electronic database for targeted marketing activities.
  • Differentiation.
    The creation or demonstration of unique characteristics in a company's products or brands that set it apart from its competitors in the mind of the target market.
  • Direct Marketing
    Advertising or promotional materials sent in bulk to existing or potential customers by mail or e-mail to generate a specified response—e.g., a product purchase, a request for more information or a trip to a retail location.
  • Direct Mail
    Process of sending a direct mail package—e.g. an advertisement, product offer or other response device—to a mailing list.
  • Direct Response Marketing
    A category of direct marketing that sends prospects promotional communications that asks them to pre-qualify themselves by responding to an offer by phone, mail and/or email.
  • Distribution Channels
    The various approaches and/or organizations (internal or external) a company uses to distribute its products and/or services.
  • Emotional Selling Proposition (ESP)
    Marketing concept that seeks to create awareness and acceptance by invoking specific emotional attributes or feelings— e.g., sex appeal, nostalgia, etc.
  • Endorsement
    Expressed support, 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.
  • Ethnic Marketing
    Approach that adjusts marketing strategies and tailors marketing message to appeal to the shared cultural norms, values, traditions, beliefs, attitudes, and practices of specifically targeted ethnic group(s).
  • External Analysis
    Study of the external marketing environment, focusing on factors such as: customer demographics and preferences; competition; relevant legal and regulatory constraints; and the social and cultural environment.
  • Facilitator
    An individual who orchestrates and manages a meeting to ensure that: relevant guidelines are followed; all participants are given the opportunity to express their opinions; and the stated objectives are achieved to the fullest extent possible.
  • Financial Marketing
    The process marketing financial products and services, including the development of pricing, promotion, and distribution strategies 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 and insurance) has its own nuances and must abide by the strict regulations of its various governing bodies.
  • Focus Group
    A moderated group discussion involving small groups of consumers that seeks to explore relevant issues and attain opinions of the participants on topics such as the utilization of a certain product or perceptions of a certain brand.
  • Generational Marketing
    Approach that adjusts marketing strategies and tailors marketing message to appeal to the shared attitudes, styles, practices and consumer behavior of market segments defined by their generational groups.
  • Guerilla Marketing
    Highly aggressive marketing that uses unconventional, attention-getting techniques to get maximum results from a minimal effort. Examples of guerilla marketing include placing signs in highly visible but unexpected locations or inserting business cards into relevant books at a bookstore.
  • Image
    The managed perception of the general public of a person, business, product, service or organization.
  • Image Marketing
    Strategy that seeks to create awareness and positive perceptions for a brand by promoting the "image attributes" of a product or service—e.g., cool, hip, exotic— rather than its functional attributes.
  • In-depth Interviews (also referred to as One-on-One Interviews)
    A form of research that focuses on questioning participants individually in order encourage candor and ensure that the individual is not influenced or intimidated by others. In-depth interviews also provide the interviewer the flexibility to explore relevant topics that emerge in the course of the interview.
  • Institutional Marketing
    The marketing of products and services to institutions in the private, not-for-profit and government sectors.
  • Internal Marketing
    Training and promotional initiatives that a company conducts among its own employees and/or sales force in order to elicit support and goodwill, and encourage them to promote corporate goals.
  • Leadership Position
    The position held by a company or product that is considered as the preeminent force in its target market. While some market leaders are characterized by their market share, many others define leadership by displaying innovation and setting, rather than following, market trends.
  • Logo
    A graphic usually consisting of a stylized name and/or symbol that identifies a company or brand.
  • Market Penetration (also referred to as Market Share)
    The percentage of sales in a specific market sector represented by a given product or service during a given period of time. 
  • Market Share (also referred to as Market Penetration)
    The percentage of sales in a specific market sector represented by a given product or service during a given period of time.
  • Market Segmentation
    The division of the market place into distinct subgroups or segments, each characterized by particular needs, preferences, demographics or socio-economic characteristics.
  • 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 Plan
    A written document that details the actions planned and the resources needed to achieve specified marketing objective(s) over a given period of time, either short-term or long-term.
  • Marketing Research
    The systematic gathering, recording and analysis of data relating to a company's market, customers and/or competitors in order to develop recommendations that will enhance a company's sales and revenues.
  • Marketing Strategy
    A comprehensive plan that details how a company proposes to position the firm and its products in the competitive marketplace, including a discussion of target markets, product and pricing policies, and proposed marketing and promotional initiatives.
  • Media Marketingsm
    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 Strategy
    A plan that details how a company proposes to bring advertising messages to the attention of target markets through the use of various media channels—e.g., television, radio, print, online.
  • Messaging
    Strong, compelling "benefit statements" that communicate a company’s key brand attributes and appeal to clearly defined priority target markets.
  • Mission Statement
    A summary of a company's business philosophy, goals and values.
  • Mixed Branding
    Firms that follow a mixed branding strategy market products under their own name and that of reseller(s).
  • Niche Marketing
    Marketing adapted to the needs, preferences and expectations of a precisely defined segment of the marketplace.
  • One-on-One Interviews (also referred to as In-depth Interviews)
    A form of research that focuses on questioning participants individually in order encourage candor and ensure that the individual is not influenced or intimidated by others. In-depth interviews also provide the interviewer the flexibility to explore relevant topics that emerge in the course of the interview.
  • Online Marketing
    The marketing of a product or service using Internet and e-mail based techniques.
  • Packaging
    The various elements used to present a product or service to the marketplace.
  • 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 by identifying or creating unique product features, and utilizing innovative approaches for advertising, packaging, promotion and design.
  • 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.
  • Prospecting
    finding new potential customers who have the ability, authority and willingness to purchase.
  • Public Relations (PR)
    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.
  • Qualitative Research
    A market research approach that uses observation, interviews, document review and objective analysis in lieu of quantitative data.
  • Quantitative Research
    A market research approach that focuses on gathering statistical data and measuring, evaluating and defining precise differences and similarities.
  • Relationship Marketing
    An approach that focuses, not on closing a single transaction, but rather 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.
  • Sponsorship
    The practice of a company to provide funding to another organization in return for publicity and goodwill.
  • Strategic Marketing
    The process of building and executing a marketing campaign according to set criteria established as a result of detailed research, evaluation and planning in the areas of target market segmentation, positioning, product development, pricing, distribution and promotion.
  • Strategic Plan
    A document that details a company’s key marketing goals and then explores ways to create competitive differentiation by maximizing strengths and minimizing weaknesses and finding one or more niche markets in which the company can establish a leadership position. Strategic marketing plans require that a company examine its marketing motives and discover what steps it needs to take to implement each element of the plan.
  • Sustainable Competitive Advantage
    The prolonged benefit a firm achieves by creating a product or service that is valued by its target market and can not be readily duplicated or replaced by the competition.
  • Tagline
    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 Market
    The particular segment of a total population which is considered to be a prospective consumer of goods or services.
  • Unique Selling Position (USP)
    A statement that defines what differentiates a company from its competition, how its products and services are superior and what benefits the company provides to its customers.
  • Value Proposition
    The unique set of product and service benefits an organization offers its customers.
  • Viral Marketing (or Word-of-Mouth Marketing)
    A strategy that encourages individuals to pass on a marketing message with the result that existing customers act as agents, promoting and endorsing a company's product and/or services, often in return for certain incentives.
Suasion Resources, Financial Marketing Services Glossary

One of the Top 10
Best Financial Services Books*

Financial Services Marketing Book

This financial services marketing book by Suasion president, Jay Nagdeman, offers a fresh perspective on the marketing issues that impact the success of any financial services business.