Dealer: is an individual or a firm that buys goods from a producer or distributor for wholesale and/or retail reselling. Unlike a distributor, a dealer is a principal and not an agent.
Differentiated Marketing: is a marketing strategy whereby a company tries to target several market niches or population segment by offering different products tailored for each niche or segment. Typically differentiated marketing creates more total sales than undifferentiated marketing, but it also increases the costs of doing business.
Digital communication: means using telecommunication (internet, television, radio.) tools in order to reach the target audience.
Direct communication 1:1: is also called direct marketing and involves the direct transmission of a message from a single source to a single, specific receiver. It is intended to facilitate reaching the consumer.
Display advertising: These are graphic commercial messages that are placed on the website to attract the attention of online consumers. These can come in a variety of different shapes and sizes (determined by their dimensions measured by the number of pixels in width and height, e.g 468×60, 350×600, 500×600, 200×400).
Distributor: An entity that buys non-competing products or product-lines, warehouses them and resells them to retailers or direct to the end users or customers. Most distributors provide strong manpower and cash support to the supplier or manufacturer’s promotional efforts. They usually also provide a range of services (such as product information, estimates, technical support, after-sales services, credit) to their customers.
Event marketing: is designing or developing a ‘live’ themed activity, occasion, display, or exhibit to promote a product, cause, or organisation. It is also called event creation.
Experiential marketing: The term “experiential marketing” refers to actual customer experiences with the brand/product/service that drive sales and increase brand image and awareness. It is the difference between telling people about features of a product or service and letting them experience the benefits for themselves. When done right, it is the most powerful to win brand loyalty.
Frequency: The number of times an ad is delivered to the same browser over the course of the campaign, or in a single surfing session – for example, 5 times. Aggregate frequency is worked out by dividing the total number of impressions by the total number of unique viewers, as measured by unique cookies. For example, if the campaign had 6 million impressions, and was seen by 1 million unique users it would have an average frequency of 6.
Grooming: Preparing a minor for exploitation, generally sexual exploitation.
Impression: is the measure of user exposure to web content within a browser window. Each web page delivered to a browser (on request of a user) is counted as a page impression. Each online ad delivered to a browser (placed within, on top of or between web based content) is counted as an ad impression.
Integrated marketing communication (IMC): IMC is a concept of marketing communications planning that recognizes the added value of communications disciplines, such as general advertising, direct response, sales promotion and public relations, and combines these disciplines to provide clarity, consistency and maximum communication impact. (Source: E. Thorson & J. Moore, Integrated communication a synergy of persuasive voices, 1996)
Interactive marketing: is the ability to address the customer, remember what the customer says and address the customer again in a way that illustrates that we remember what the customer has told us (Deighton 1996)
Internal motivation: is an inner driving force which a person sets up to accomplish a certain goal. The striving towards this goal is something a person wishes to do.
IP – Internet Protocol: A protocol telling the network how packets are addressed and routed
IP address: Internet protocol numerical address assigned to each computer on the Internet so that its location and activities can be distinguished from those of other computers. The format is ##.##.##.## with each number ranging from 0 through 255 (e.g. 125.45.87.204)
ISP (Internet Service Provider): A company that provides consumers and companies access to the Internet. Earthlink and AOL are two widely used services. ISP’s offer services through the following types of connections: dial-up phone lines; DSL phone lines; cable connections; and cellular connections. Mention link with IP addresses.
Loyalty & long-term marketing: consist of defining your “best customers” and using this data to create a long-term profitable relationship with them. This takes into account the fact that it is cheaper to keep a good customer then to find a new one.
Market penetration: consists of measuring the extent of a product sales volume relative to the total sales volume of all competing products. The deeper the penetration, the higher the volume of product sales. In order to expand the sales of current products in markets where their products are already being sold, marketers utilize market penetration strategies such as cutting prices, increasing advertising, obtaining better store or shelf positions for their products, or innovative distribution tactics.
Non-profit marketing: is the marketing of a product or service in which the offer itself is not intended to make a monetary profit for the marketer. It is marketing that works to serve the public interest, as opposed to marketing purely for financial gain. Non-profit marketing is conducted for organizations or ideas and it is more likely to promote social programmes and ideas, such as highway safety, recycling, gun control, or energy conservation.
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