Investomer
An investomer is a customer of the same organizations in which he or she hold shares. Investomers tend to be more loyal than their non-equity holding counterparts.
Although the concept of a market...
Behavioral targeting
Behavioral targeting comprises a range of technologies and techniques used by online website publishers and advertisers aimed at increasing the effectiveness of advertising using user web-browsing beh...
Relative market share
Relative market share indexes a firm’s or a brand’s market share against that of its leading competitor. Market concentration, a related metric, measures the degree to which a comparatively small numb...
Channel value proposition
Channel value proposition is a business model used by suppliers to attract members of its distribution (business) channel. This is made up of many elements, depending upon the sophistication of the su...
Q Score
The Q Score is a measurement of the familiarity and appeal of a brand, celebrity, company, or entertainment product (e.g., television show) used in the United States. The higher the Q Score, the more ...
Green Monday
Green Monday is an online retail industry term similar to Cyber Monday. The term was coined by eBay to describe its best sales day in December, usually the second Monday of December. Green Monday is d...
Click-through rate
Click-through rate (CTR) is a way of measuring the success of an online advertising campaign for a particular website as well as the effectiveness of an email campaign by the number of users that clic...
Nano-campaigning
Nano-campaigning refers to an approach within Marketing communications, Public relations and Lobbying which uses personalised and product-specific or issue-specific tactics as the starting point for m...
Break-even (economics)
In the break-even point (BEP) in economics, business, and specifically cost accounting, is the point at which total cost and total revenue are equal: there is no net loss or gain, and one has "broken...
Break-even (economics) - Wikipedia
Copy testing
Copy testing is a specialized field of marketing research that determines an advertisement’s effectiveness based on consumer responses, feedback, and behavior. Also known as pre-testing, it might addr...
Response-rate ratio
Response-rate ratio is a measure of efficacy of the therapy in clinical trials. It is defined as the proportion of improved patients in thetreatment group, divided by the proportion of improved patien...
Category Development Index
Category Development Index (CDI) measures the sales performance of a category of goods or services within a specific group, compared with its average performance among all consumers. By definition, CD...
Fallacy of quoting out of context
The practice of quoting out of context (sometimes referred to as "contextomy" and quote mining), is an informal fallacy and a type of false attribution in which a passage is removed from its surroundi...
Customer profitability
Customer profitability (CP) is the profit the firm makes from serving a customer or customer group over a specified period of time, specifically the difference between the revenues earned from and the...
Aspirational age
In advertising and marketing, aspirational age is an ideal age whose characteristics consumers aspire to embody. Thus, marketing messages aimed at that target age will resonate with consumers of other...
Square-inch analysis
Square-inch analysis is a method used by direct marketers to evaluate the profitability of the offers appearing in the pages of a mail-order catalog. The results of square-inch analysis are used to im...
Perishability
Perishability is used in marketing to describe the way in which service capacity cannot be stored for sale in the future. It is a key concept of services marketing.Other key characteristics of servic...
Barcelona Principles
The Barcelona Principles refers to the Barcelona Declaration of Research Principles, a set of seven voluntary guidelines established by the public relations (PR) industry to measure the efficacy of PR...
Consumption audience
Consumption audience is a marketing term, being the part of a brand's or product's target audience that is economically able to afford such brand or product.
Pitch book
A pitch book is a marketing presentation (information layout) used by investment banks around the world. It consists of a careful arrangement and analysis of the investment considerations of a potenti...
Abandonment rate
In marketing, abandonment rate is a term associated with the use of virtual shopping carts. Although shoppers in brick and mortar stores rarely abandon their carts, abandonment of virtual shopping car...
Market governance mechanism
Market governance mechanisms (MGMs) are formal or informal rules that have been consciously designed to change the behaviour of various economic actors - including individuals, businesses, organisatio...
Market governance mechanism - Wikipedia
Inseparability
Inseparability is used in marketing to describe a key quality of services as distinct from goods. Inseparability is the characteristic that a service has which renders it impossible to divorce the sup...
Pay per click
Pay per click (PPC), also called cost per click, is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is ...
Marketing information system
A marketing information system (MkIS) is a management information system (MIS) designed to support marketing decision making. Jobber (2007) defines it as a "system in which marketing data is formally ...
Cost per mille
Cost per mille (CPM), also called cost ‰ and cost per thousand (CPT) (in Latin mille means thousand), is a commonly used measurement in advertising. Radio, television, newspaper, magazine, out-of-home...
Attack marketing
Also known as guerrilla marketing or ambush marketing, attack marketing is a form of marketing that incorporates a series of creative and strategic techniques used to build and maintain public awarene...
Top-of-mind awareness
Top-of-mind awareness (TOMA) is a brand or specific product coming first in customers' minds when thinking of a particular industry.Companies attempt to build brand awareness through media exposure on...