Fundamentals of Marketing Vocabulary

Fill in the blank: ________ is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

• Marketing

• Accounting

• Engineering

• Manufacturing

Fill in the blank: ________ is the mix of variables marketers control to influence a business’ success; the four Ps: price, product, place, promotion.

• Marketing Mix

• Market Share

• Market Research

• Marketing Strategy

Fill in the blank: A ________ is a document which outlines a business's marketing problems and how they will be addressed and solved.

• Marketing Plan

• Sales Invoice

• Financial Statement

• Employee Handbook

Fill in the blank: ________ is marketing aimed at the masses without consideration of differences among them.

• Mass Marketing

• Segmented Marketing

• Niche Marketing

• Direct Marketing

Fill in the blank: ________ is the division of the mass market based on shared characteristics.

• Market Segmentation

• Market Research

• Product Differentiation

• Brand Positioning

Fill in the blank: ________ is the specific group for which a business's products, services and marketing efforts are intended.

• Target Market

• General Public

• Shareholders

• Employees

Fill in the blank: ________ is the organized effort to gather and interpret information about a market.

• Market Research

• Market Segmentation

• Market Planning

• Market Promotion

Fill in the blank: ________ is past research which has already been performed and often already published.

• Secondary Research

• Primary Research

• Experimental Research

• Field Research

Fill in the blank: ________ is research done firsthand for the first time.

• Primary Research

• Secondary Research

• Experimental Research

• Applied Research

Fill in the blank: ________ is exploratory, in-depth research involving flexible, open-ended questions; includes: interviews, observation and focus groups.

• Qualitative Research

• Quantitative Research

• Experimental Research

• Descriptive Research