Marketing key terms

Activities which affect the process of buying, e.g. free delivery, credit schemes, after-sales service.

• Human Resources

• Customer service

• Market research

• Public Relations

The process of investigating and analysing information about market behaviour and your target market.

• Market failure

• Market equilibrium

• Market research

• Market share

The marketing variables of Price, Product, Place and Promotion (the 4Ps)

• Marketing mix

• Marketing selection

• Marketing group

• Marketing team

The buying habits or patterns of behaviour of the consuming public

• Stakeholder intention

• Shareholder behaviour

• Suppplier behaviour

• Consumer behaviour

The division of a market into groups based on characteristics such as age, gender, income, occupation

• Behavioral segmentation

• Geographic segmentation

• Demographic segmentation

• Psychographic segmentation

A small sample group of typical consumers, under the direction of a leader who explores their response to different products

• Secondary research

• Friendship group

• Focus group

• Marketing group

The share of a particular market an organisation holds.

• Market grasp

• Market control

• Market power

• Market share

Directing marketing activities into a particular market segment

• Digital marketing

• Niche marketing

• Mass marketing

• Segment marketing

Research used to identify customers’ motivations, attitudes and behaviour.

• Quantity research

• Quality research

• Qualitative research

• Quantitative research

Information that already exists, having been gathered for another purpose.

• Secondary research

• Primary research

• Field research

• Laboratory research