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

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.
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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 Marketing^sm           
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.