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

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.