Chapter 1 Flashcards
Analytics
The process of taking metrics data and applying smart thinking and technology to gain actionable insights that can help produce better business decisions.
content marketing
Creating and sharing expertise, information, or branded content that is designed to inform and engage with tools such as research papers, ebooks, infographics, how-to videos, blogs, webinars, enewsletters, case studies, and events that can readily be found with search engines.
corporate social responsibility (CSR)
When organizations voluntarily consider the well-being of society by taking responsibility for how their businesses impact consumers, customers, suppliers, employees, shareholders, communities, the environment, and society in general.
customer relationship management (CRM)
The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.
customer value
The unique combination of benefits received by targeted buyers that will satisfy their needs; this includes quality, price, convenience, delivery, and both before-sale and after-sale service.
dashboards
The visualization of data and key performance indicators using graphs, charts, and numbers so that numerical information tells a story that is insightful and easy to use and understand.
digital marketing
Using digital technology to reach consumers through computers, gaming devices, out-of-home electronic screens, or mobile devices such as smartphones and tablets.
exchange
The trade of things of value between buyers and sellers so that each benefits
experiential marketing
Creates opportunities for consumers to directly interact with brands.
good
a product you can touch and own
greenwashing
The deceptive use of marketing practices to give the impression that a good, service, or organization is environmentally friendly.
idea
a concept that typically looks for support
market
Potential consumers with both the willingness and the ability to buy.
marketing
The process of planning and managing goods, services, or ideas to meet consumer needs and organizational objectives. It includes the conception of these products and the pricing, promotion, and distribution programs designed to make a profit and generate revenue or support for an organization.
marketing concept
marketing mix
The 4 Ps - product, price, place, and promotion
marketing orientation
Focusing organizational efforts to collect and use information about consumers’ needs in order to create customer value.
marketing process
The process of: (1) identifying consumer needs, (2) managing the marketing mix to meet these needs, and (3)reaching potential consumers or the market.
metrics
numeric data that are collected and grouped to track performance, often presented in spreadsheets and dashboards
mobile marketing
A set of practices that enables organizations to communicate and engage with their audiences in an interactive and relevant manner through any mobile device or network.
need
Occurs when a person feels deprived of basic necessities.
place
Distribution channels, retail formats, and merchandising used to sell a product.
partnership marketing
The creation of formal associations between brands that will result in incremental business for both brands that could not have been achieved separately. Also known asaffinity marketing.
price
What is exchanged for a product, including the expected regular retail or sale price.
product
Attributes that make up a good, a service, or an idea, including product design, features, colour, packaging, warranty, and service levels.
production orientation
Focusing organizational efforts on the manufacture of goods.
promotion
Communication tools needed to inform customers about a product, including advertising, public relations, sales promotion, direct response, event marketing, sponsorship, online approaches, and personal selling.
promotional partnerships
proximity marketing
real-time marketing
relationship marketing
When organizations create long-term links with customers, employees, suppliers, and other partners to increase loyalty and customer retention.
sales orientation
Focusing organizational efforts on selling as many products as possible.
service
A product that is intangible; an activity, benefit, or satisfaction that you cannot touch.
