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Marketing Unit Terms

BBI1OI Terminology

TermDefinition
Marketing All activities involved in getting goods from the businesses that produce them to the consumers who want to purchase them.
Marketing Research The collection and analysis of information that is relevant to the marketing strategy
Advertising “Paid for” promotion of a business’ products over mass media.
Publicity Media coverage that a business doesn’t pay for --- could be positive or negative.
Primary Research Data Data gathered first-hand by the researcher – surveys, interviews, questionnaires, observations.
Secondary Research Data Data obtained from the results of other people’s research – Stats Canada, government publications, research agencies.
Channels of Distribution The paths of ownership that goods follow as they pass from the producer to the consumer.
Sales Promotion Any attempt to help sell a product.
Peer Pressure The strong influence of people from one’s own social group.
Shelf Allowance The fee a manufacturer pays the retailer for preferential treatment or placement of their product.
Focus Group Company-arranged meeting of potential consumers to record observation of reactions to: the product, advertising campaigns, slogans, logos, jingles
Redemption Rate Measures the effectiveness of a coupon promotion by measuring how many are used
Customer Loyalty Card Cards that are stamped for every purchase, usually entitles the holder to something free
Emotional Advertising An ad tries to evoke a response from the consumer whether it is through humour, sadness, joy or sex appeal
Informational Advertising Advertising that presents practical and usually detailed facts about a product or service
Jingle A short, catchy song used mainly in radio/TV commercials to imprint the name of a product in consumers’ minds
Lifestyle Advertising Advertising that features attractive people doing enjoyable things that may involve a product or may relate to it in some way
Repetitive Advertising An ad is played often or a phrase is said or printed over and over again
Retailer A business that buys goods and resells them to consumers.
Slogan A short, catchy advertising phrase associated with a product or company
Specialty Channels Any indirect channel that does not involve a retail store
Surplus An amount of something left over when requirements have been met; an excess of production or supply over demand
Testimonial Advertising Advertising that uses a person, usually a celebrity, to promote a product by vouching for its’ usefulness
Wholesaler A merchant who buys products in large quantities from producers and resells them in smaller quantities to retailers or consumers
Created by: Mrs. Emms
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