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

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.