Industry WIKI

Account-based marketing (ABM), also known as key account marketing, is a business-to-business (B2B) marketing strategy in which companies focus resources on a defined set of high-value accounts, treating each as a distinct market rather than pursuing broad-based outreach.

Account-based selling, also known as account-based sales and hyper-segmented sales, is a strategic sales model in which the sale of goods or services is carried out to narrow segments of the target audience or specific decision makers. In a typical ABS concept, the selling company forms a target audience, then divides it into narrow segments to offline selling.

Active users is a software performance metric that is commonly used to measure the level of engagement for a particular software product or object, by quantifying the number of active interactions from users or visitors within a relevant range of time (daily, weekly and monthly).

Ad tracking, also known as post-testing or ad effectiveness tracking, is in-market research that monitors a brand’s performance including brand and advertising awareness, product trial and usage, and attitudes about the brand versus their competition.

All-commodity volume or ACV represents the total annual sales volume of retailers that can be aggregated from individual store-level up to larger geographical sets. This measure is a ratio, and so is typically measured as a percentage (or on a scale from 0 to 100).

An annoyance factor (or nuisance or irritation factor), in advertising and brand management, is a variable used to measure consumers' perception level of annoyance in an ad, then analyzed to help evaluate the ad's effectiveness. The variable can be observed or inferred and is a type that might be used in factor analyses. An annoyance effect (or nuisance or irritation effect) is a referen

An aspirational brand is a term in consumer marketing for a brand or product which a large segment of its exposure audience wishes to own, but for economic reasons cannot. Because the desire for aspirational goods is relative to the consumer's purchasing power, an aspirational brand may be a luxury good if the person desires it, or it may simply be any product whether luxury or not if a

In marketing, attribution, also known as multi-touch attribution (MTA), is the identification of a set of user actions ("events" or "touchpoints") that contribute to a desired outcome, and then the assignment of a value to each of these events. Marketing attribution provides a level of understanding of what combination of events in what particular order influence individuals to engage in

Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off.

In marketing, brand implementation refers to the physical representation and consistent application of brand identity across visual and verbal media. In visual terms, this can include signage, uniforms, liveries, interior design and branded merchandise. Brand implementation encompasses facets of architecture, product design, industrial design, quantity surveying, engineering, procurement

Brand licensing means renting or leasing of an intangible asset. It is a process of creating and managing contracts between the owner of a brand and a company or individual who wants to use the brand in association with a product, for an agreed period of time, within an agreed territory. Licensing is used by brand owners to extend a trademark or character onto products of a completely d

Call to action (CTA) is a marketing term for any text designed to prompt an immediate response or encourage an immediate sale. A CTA most often refers to the use of words or phrases that can be incorporated into sales scripts, advertising messages, or web pages, which compel an audience to act in a specific way.

In marketing strategy, cannibalization is a reduction in sales volume, sales revenue, or market share of one product when the same company introduces a new product.

Cause marketing is marketing done by a for-profit business that seeks to both increase profits and to better society in accordance with corporate social responsibility, such as by including activist messages in advertising.

Central bank independence refers to the degree of autonomy and freedom a central bank has in conducting its monetary policy and managing the financial system and inflation targeting. The purpose of central bank independence is to maintain price stability, enhance the effectiveness of monetary policy, and ensure the stability of the financial system. Independent central banks have more cr

Click-through rate (CTR) is the ratio of clicks on a specific link to the number of times a page, email, or advertisement is shown. It is commonly used to measure the success of an online advertising campaign for a particular website, as well as the effectiveness of email campaigns.

Community marketing is a strategy to engage an audience in an active, non-intrusive prospect and customer conversation. Whereas marketing communication strategies such as advertising, promotion, PR, and sales all focus on attaining customers, Community Marketing focuses on the needs of existing customers. This accomplishes four things for a business:

Concept testing (to be distinguished from pre-test markets and test markets which may be used at a later stage of product development research) is the process of using surveys (and sometimes qualitative methods) to evaluate consumer acceptance of a new product idea prior to the introduction of a product to the market. It is important not to confuse concept testing with advertising testin

Copy testing is a specialized field of marketing research that determines an advertisement's effectiveness based on consumer responses, feedback, and behavior. Also referred to as pre-testing, it might address all media channels including television, print, radio, outdoor signage, internet, and social media. Research has also examined how copy testing can be incorporated into the selecti

Cost–benefit analysis (CBA), sometimes also called benefit–cost analysis, is a systematic approach to estimating the strengths and weaknesses of alternatives. It is used to determine options which provide the best approach to achieving benefits while preserving savings in, for example, transactions, activities, and functional business requirements. A CBA may be used to compare completed

Cross merchandising is the retail practice of marketing or displaying products from different categories together, in order to generate additional revenue for the store, sometimes also known as add-on sales, incremental purchase or secondary product placement. Its main objective is to link different products that complement each other or can logically be used in association. This strateg

Crowdfunding is the practice of funding a project or venture by raising money from a large number of people, typically via the internet. Crowdfunding is a form of crowdsourcing and alternative finance, to fund projects "without standard financial intermediaries". In 2015, over US$34 billion was raised worldwide by crowdfunding. One of the companies that obtained money through crowdfundin

A Customer Advisory Council (also referred to as a Customer Advisory Board or CAB) is a form of market research whereby a group of existing customers is convened on a regular basis to advise company management on industry trends, business priorities, and strategic direction. The CAB differs from traditional focus groups in the following ways:

Customer advocacy is a specialized form of customer service in which companies focus on what is deemed to be best for the customer. It is a change in a company's culture that is supported by customer-focused customer service and marketing techniques.

Customer intelligence (CI) as part of business intelligence is the process of gathering information regarding customers, and their details and activities, to build deeper and more effective customer relationships and improve decision-making by vendors.

In marketing, customer lifetime value (CLV or often CLTV), lifetime customer value (LCV), or life-time value (LTV) is an estimation and prediction of the net profit that a customer contributes to during the entire future relationship with a business. The prediction model can have varying levels of sophistication and accuracy, ranging from a crude heuristic to the use of complex predictiv

Database marketing is a form of direct marketing that uses databases of customers or potential customers to generate personalized communications in order to promote a product or service for marketing purposes. The method of communication can be any addressable medium, as in direct marketing.

In marketing, the decoy effect (or attraction effect or asymmetric dominance effect) is a phenomenon in consumer decision-making in which the inclusion of unattractive third option can change the perceived preference between the other two. This third option is asymmetrically dominated when it is inferior in all respects to one option; but, in comparison to the other option, it is inferio

In business, a demand chain is the understanding and management of customer demand, in contrast to a supply chain. P. M. Madhani (2019) suggests that the demand chain "comprises all the demand processes necessary to understand, create, and stimulate customer demand". Cranfield School of Management academic Martin Christopher has suggested that "ideally the supply chain should become a de

Demand generation is the focus of targeted marketing programs to drive awareness and interest in a company's products and/or services. Commonly used in business-to-business, business-to-government, or longer business-to-consumer sales cycles, demand generation involves multiple areas of marketing and is really the marriage of marketing programs coupled with a structured sales process.

Drip marketing is a communication strategy that sends, or "drips", a pre-written set of messages to customers or prospects over time. These messages often take the form of email marketing, although other media can also be used. Drip marketing is distinct from other database marketing in two ways: (1) the timing of the messages follows a predetermined course; (2) the messages are dripped

Ethical marketing refers to the application of marketing ethics into the marketing process. Briefly, marketing ethics refers to the philosophical examination, from a moral standpoint, of particular marketing issues that are matters of moral judgment. Ethical marketing generally results in a more socially responsible and culturally sensitive business community.

Evangelism marketing is an advanced form of word-of-mouth marketing in which companies develop customers who believe so strongly in a particular product or service that they freely try to convince others to buy and use it. The customers become voluntary advocates, actively spreading the word on behalf of the company.

In marketing and advertising, frequency refers to the number of times a target audience is exposed to a particular message or advertisement within a given time frame. This concept is a fundamental element of marketing communication strategies, aiming to enhance brand recall, create awareness, and influence consumer behavior through repeated exposure.

Fundraising or fund-raising is the process of seeking and gathering voluntary financial contributions by engaging individuals, businesses, charitable foundations, or governmental agencies. Although fundraising typically refers to efforts to gather money for nonprofit organizations, it is sometimes used to refer to the identification and solicitation of investors or other sources of capit

"Growth in a Time of Debt", also known by its authors' names as Reinhart–Rogoff, is an economics paper by American economists Carmen Reinhart and Kenneth Rogoff published in a non peer-reviewed issue of the American Economic Review in 2010. Politicians, commentators, and activists widely cited the paper in political debates over the effectiveness of austerity in fiscal policy for debt-bu

Hype in marketing is a strategy of using extreme publicity. Hype as a modern marketing strategy is closely associated with social media.

Inflation hedge is an asset, contract or strategy that aims to preserve purchasing power when the general price level rises (that is, inflation). Definitions differ. Research separates expected inflation, which may already be priced, from unexpected inflation which is an unanticipated change. The effectiveness of any hedge depends on horizon and regime. Over twelve-month horizons some as

The International Development Association (IDA) (French: Association internationale de développement) is a development finance institution which offers concessional loans and grants to the world's poorest developing countries. The IDA is a member of the World Bank Group and is headquartered in Washington, D.C. in the United States. It was established in 1960 to complement the existing In

In economics, intertemporal choice is the study of the relative value people assign to two or more payoffs at different points in time. This relationship is usually simplified to today and some future date. Intertemporal choice was introduced by Canadian economist John Rae in 1834 in the "Sociological Theory of Capital". Later, Eugen von Böhm-Bawerk in 1889 and Irving Fisher in 1930 elab

Since the financial crisis, regulation of financial activities is at the center of economic and political events. The crisis has indeed led regulators but also the academic world to ask new questions about the effectiveness of regulation policies. To answer these questions, the French laboratory of excellence on financial regulation (Labex ReFi) was established at the initiative of the C

In marketing, lead generation () refers to the process of attracting and capturing consumer interest in a product or service. A lead is the contact information and, in some cases, demographic information of a customer who is interested in a specific product or service.

Marketing accountability is a term that signifies management with data that is understandable to the management of the enterprise. "Accountable Marketing" is another name that can be given to this process.

Marketing activation is the execution of the marketing mix as part of the marketing process. The activation phase typically comes after the planning phase during which managers plan their marketing activities and is followed by a feedback phase in which results are evaluated with marketing analytics.

Marketing automation refers to software platforms and technologies that marketing departments and organizations use to automate repetitive tasks and to run campaigns across channels such as email, SMS, chatbots, and social media, including tracking, web analytics, lead scoring, campaign management, and reporting. It often integrates with customer relationship management (CRM) and custome

Marketing effectiveness is the measure of how effective a given marketer's go to market strategy is toward meeting the goal of maximizing their spending to achieve positive results in both the short- and long-term.

The marketing mix (4 Ps) is the set of controllable elements or variables that a company uses to influence and meet the needs of its target customers in the most effective and efficient way possible. These elements are sometimes sorted into the categories of product, price, place, and promotion (also known as the "4 Ps"). The marketing mix has been defined as the "set of marketing tools

Marketing mix modeling (MMM) is a statistical causal inference and forecasting methodology used to estimate the impact of various marketing tactics on product sales. MMMs use statistical models, such as multivariate regressions, and use sales and marketing time-series data. They are often used to optimize advertising mix and promotional tactics with respect to sales, revenue, or profit t

Marketing myopia is the tendency of businesses to define their market so narrowly as to miss opportunities for growth. It is suggested that businesses will do better in the long-term if they concentrate on improving the utility of a product or good, rather than just trying to sell their products.

The term Marketing research mix (or the "MR Mix") was created in 2004 and published in 2007 (Bradley - see references). It was designed as a framework to assist researchers to design or evaluate marketing research studies. The name was deliberately chosen to be similar to the Marketing Mix - it also has four Ps. Unlike the marketing mix these elements are sequential and they match the m

Mass marketing is a marketing strategy in which a firm decides to ignore market segment differences and appeal to the whole market with one offer or one strategy, which supports the idea of broadcasting a message that will reach the largest number of people possible. Traditionally, mass marketing has focused on radio, television and newspapers as the media used to reach this broad audien

"Military grade" (alternatively "military-grade" or "mil-spec") is a buzzword commonly used in marketing and advertising for consumer goods. It is generally used to describe an item or product that satisfies a United States Military Standard, usually MIL-STD-810 for stress testing; however, it is often used as a marketing ploy to describe a product that satisfies any military standard re

Most valuable customers is a marketing term referring to the customers who are the most profitable for a company. These customers buy more or higher-value products as the average customer. The company provide these customers with advice and guidance to establish a more personal relationship.

Mystery shopping is a market research method in which a researcher poses as a customer, prospect or user to observe and report on the quality of a sales, service, compliance or customer-experience process, or on job performance. It may be used to assess a company’s own operations, competitors’ operations, or market practices more broadly. The Market Research Society adds that mystery sho

Neil Wallace (born 1939) is an American economist and professor of economics at Penn State University. He is considered one of the main proponents of new classical macroeconomics in the field of economics.

On-hold messaging is a service used by businesses and organizations to deliver information to their callers waiting on hold or while they are being transferred. Also called audio marketing, on-hold messaging is a specialist area of marketing and branding.

In the social sciences, path dependence is the phenomenon of past events or decisions constraining or defining later events or decisions. It can describe outcomes at a single point in time or to the long-run equilibria of a process. Path dependence has been used to describe institutions, technical standards, patterns of economic or social development, organizational behavior, and more.

In response to shifts in consumer behavior and conditions brought on by postmodernism, many companies changed their marketing approach to address and create more nimble, immersive experience and customer engagements. Postmodern branding are practices of personifying a brand based on a core set of traits. Postmodern branding behaviors understand and leverage technology, space, and mindset

Postmodern marketing is a term derived from postmodern philosophical movements where there are cultural tendencies of inherent suspicion towards a global cultural narrative or meta-narrative. Postmodern marketing takes this same philosophical perspective and applies it to the way advertising initiatives are handled in the current post-World War II era. Postmodern marketing is approachi

Precision marketing is a marketing technique that suggests successful marketing is to retain, cross-sell, and upsell existing customers.

Predictive analytics encompasses a variety of statistical techniques from data mining, predictive modeling, and machine learning that analyze current and historical facts to make predictions about future or otherwise unknown events.

Presales is a process or a set of activities/sales normally carried out before a customer is acquired, though sometimes presales also extends into the period the product or service is delivered to the customer.

In marketing, product category volume (PCV) is the weighted measure of distribution based on store sales within the product category. PCV is a refinement of all commodity volume (ACV). It examines the share of the relevant product category sold by stores in which a given product has gained distribution.

A product line extension is the use of an established product brand name for a new item in the same product category.

In marketing jargon, product lining refers to the offering of several related products for individual sale. Unlike product bundling, where several products are combined into one group, which is then offered for sale as a units, product lining involves offering the products for sale separately. A line can comprise related products of various sizes, types, colors, qualities, or prices. Li

A product requirements document (PRD) is a document containing all the requirements for a certain product.

Product strategy defines the high-level plan for developing and marketing a product, how the product supports the business strategy and goals, and is brought to life through product roadmaps. A product strategy describes a vision of the future with this product, the ideal customer profile and market to serve, go-to-market and positioning (marketing), thematic areas of investment, and mea

The Profit Impact of Market Strategy (PIMS) program is an empirical research initiative that analyzes the relationship between business strategy and performance outcomes. Launched at General Electric in the 1960s, the program maintains a database of 4,300 Strategic Business Units ("SBU") across multiple industries and geographies, yielding 12,600 observations (3-year snapshots) and over

Real-time marketing is marketing performed "on-the-fly" to determine an appropriate or optimal approach to a particular customer at a particular time and place. It is a form of market research inbound marketing that seeks the most appropriate offer for a given customer sales opportunity, reversing the traditional outbound marketing (or interruption marketing) which aims to acquire approp

In economics and finance, risk aversion is the tendency of people to prefer outcomes with low uncertainty to those outcomes with high uncertainty, even if the average outcome of the latter is equal to or higher in monetary value than the more certain outcome.

In economics, finance, and psychology, risk-seeking (also called risk-loving or risk preference) refers to a behavioral tendency to prefer uncertain options with potentially higher rewards over safer alternatives with lower expected value. Risk-seeking individuals derive greater satisfaction or perceived utility from taking chances, even when the probable outcome may be less favorable. W

Sales and operations planning (S&OP) is a business management planning process that integrates demand forecasting with supply planning to create a plan that attempts to balance demand with available resources.

Sales effectiveness refers to the ability of a company's sales professionals to "win" at each stage of the customer's buying process, and ultimately earn the business on the right terms and in the right timeframe. Improving sales effectiveness is not just a sales function issue; it's a company issue, as it requires collaboration between sales and marketing to understand what is working a

SERVQUAL is a research tool that measures customer perception of service quality by comparing what customers expect from a service to their assessment of the service actually delivered. The instrument was developed in the United States in the mid-1980s by researchers A. Parasuraman, Valarie Zeithaml, and Leonard L. Berry, and is designed for use in after-service evaluation processes. It

Social marketing intelligence is the method of extrapolating valuable information from social network interactions and data flows that can enable companies to launch new products and services into the market at greater speed and lower cost. This is an area of research however, companies using social marketing intelligence have achieved significant improvement in marketing campaigns.

Social selling is the process of developing relationships as part of the sales process. Today this often takes place via social networks such as LinkedIn, Twitter, Facebook, and Pinterest, but can take place either online or offline. Examples of social selling techniques include sharing relevant content, interacting directly with potential buyers and customers, personal branding, and soc

The suggestion box is used for collecting slips of paper with input from customers and patrons of a particular organization. Suggestion boxes may also exist internally, within an organization, such as means for garnering employee opinion.

A test market, in the field of business and marketing, is a geographic region or demographic group used to gauge the viability of a product or service in the mass market prior to a wide scale rollout. The criteria used to judge the acceptability of a test market region or group include:

Value in marketing, also known as customer-perceived value, is the difference between a prospective customer's evaluation of the benefits and costs of one product when compared with others. Value may also be expressed as a straightforward relationship between perceived benefits and perceived costs: Value = Benefits - Cost.

Web analytics is the measurement, collection, analysis, and reporting of web data to understand and optimize web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research and assess and improve website effectiveness. Web analytics applications can also help companies measure the results of traditional print or broadcas