Marketing Term of the Week Archive


What term denotes the measurement of the impact of a brand on customers with both non-monetary and monetary considerations? ANSWER

What is the term for the financial equity a company has in a brand as a transferrable asset? ANSWER

Which marketing approach directly engages consumers and invites and encourages them to participate in a branded experience? ANSWER

Where do companies in a specific industry go to showcase and demonstrate their latest products, meet with industry partners and customers, study activities of rivals, and examine recent market trends and opportunities? ANSWER

Which new, international meta-standard can be used by marketing professionals to explain the contribution of branding to enterprise value? ANSWER

Which international meta-standard specifies a framework for monetary brand valuation, including objectives, bases of valuation, approaches to valuation, methods of valuation and sourcing of quality data and assumptions? ANSWER

What term refers to the price premium a consumer is willing to pay for a specific brand, over and above a baseline? ANSWER

Which metric is the measure of the rate at which spending on marketing contributes to profits? ANSWER

What term refers to the way consumers, users, buyers and others view competitive brands or types of products? ANSWER

What term denotes the difference between the observed values of a variable and the long-run average of the observed values in repetitions of the measurement? ANSWER

What kind of sample accurately reflects the composition of the larger entity on desired key attributes such as gender, age, race, ethnicity, income, education, geography and brand usage? ANSWER

What is the term for a qualifying question or questions applied to studies relying on questionnaires that concerns the researcher’s dual abilities to direct the inquiry to a designated respondent and to secure the desired cooperation from the respondent? ANSWER

What is the selection of a subset of elements from within a population to estimate characteristics of the whole population? ANSWER

Which new law states that the protection of people in relation to the processing of personal data is a fundamental right? ANSWER

What is the process of improving the quality of data by modifying its form or content, for example, by removing or correcting data values that are incorrect? ANSWER

What is the act of creating hyperlinks to a web page other than a site’s homepage? ANSWER

What is defined as a measure of supplemental business resulting from a marketing tactic or set of marketing tactics which would not have otherwise occurred. ANSWER

What is the term used in advertising to measure the size of an audience (or total amount of exposures) reached by a specific media vehicle or schedule during a specific period of time? ANSWER

What is the analytical process of finding new and potentially useful knowledge from data? ANSWER

What is the term for the sum total of benefits a customer is promised to receive in return for his or her patronage and the associated payment (or other value transfer)? ANSWER

What is the term for the combination of controllable marketing variables that the firm uses to pursue the desired level of sales in the target market? ANSWER

What do you call a measuring system that quantifies a trend, dynamic or characteristic – often obtained by taking two or more measurements to create a value? ANSWER

Which type of marketing is broadly customer/consumer-facing to build brand awareness, trial, and adoption, and ultimately to re-enforce or grow the equity of the related brand? ANSWER

How does one refer to advertising or other marketing communications placed at the point where the customer considers buying the product, usually at a retailer? ANSWER

What is the term for visually-based advertising or other marketing communications placed on websites? ANSWER

What do you call the use of analytic models to assign credit for customer responses (typically sales) to exposure of marketing from various media channels? ANSWER

What do you call a comprehensive, top-down view of organizational performance across the entire enterprise, with a strong focus on vision, strategy and return on investment? ANSWER

Which business model integrates physical retail locations with online marketing? Ordering pizza online is one of the earliest examples. ANSWER

What term describes an unconventional and creative marketing strategy intended to get maximum results from minimal resources?ANSWER

What term refers to the documentation of product performance claims made in advertising by means of tests or other evidence? ANSWER

Name an internet advertising pricing model in which advertisers pay agencies and/or media companies based on how many users select an online ad or email message. ANSWER

Which area of computer science is concerned with designing computer systems that exhibit the characteristics generally associated with aptitude in human learning, reasoning, and solving problems? ANSWER

What term refers to the use of metrics to link a firm’s marketing actions to financially relevant outcomes and growth over time? ANSWER

What is the term for a merchant middleman who is engaged primarily in selling to individual consumers and/or households? ANSWER

Which generation is typically noted for computer literacy, racial and ethnic diversity, and a lack of brand loyalty? ANSWER

Which generation is typically noted for high levels of education, entrepreneurism, self-reliance and skepticism toward political and social institutions? ANSWER




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