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

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.