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

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.