Marketing vocabulary

Front

Someone who buys a product. Such products are usually physical, like household goods or food. Customers also buy electronic products, such as ebooks or software.

Back

Customer

Front

A successful business in a particular industry or market, such as Coca-Cola in the beverage industry.

Back

Market leader

Front

A specific symbol representing a brand, such as Amazon’s “smile,” Mitsubishi’s “three diamond” symbol, or Lacoste’s green alligator.

Back

Logo

Front

A short statement that promotes a brand and its image. Famous examples include Nike’s “Just do it,” LG’s “Life’s good,” and Apple’s “Think different.”

Back

Slogan

Front

A short, catchy tune with memorable lyrics that promote a specific product or service, like McDonald’s “I’m lovin’ it,” Nationwide Insurance’s “Nationwide is on your side,” Chili’s “Baby Back Ribs,” or Chia Pet’s “Ch-ch-ch-Chia!”.

Back

Jingle

Front

A fictional character created by marketers to reflect the interests, income, education levels, and spending habits of a company’s typical customers.

Back

Buyer Persona

Front

This is the tendency of consumers to habitually use products and services from the same brand. Brands try to build consumer trust — and thereby brand loyalty — by cultivating an image of reliability and familiarity.

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Brand loyalty

Front

The way a brand is presented to the public, this covers everything from the colors associated with a brand (like Amazon’s amber-and-black color scheme).

Back

Branding

Front

A phone call (or other contact) from a salesperson to someone they have already contacted (or know via a mutual acquaintance).

Back

Warm call

Front

A written agreement between a buyer and a seller detailing the type and amount of goods to be sold, as well as their price, delivery date, and other relevant information

Back

Purchase order