Marketing Strategies and Concepts: A Comprehensive Lexicon
Marketing Strategy
Concentration of fixing all advertising efforts on a defined segment of the population. It is typically used for very specific products to a single consumer sector.
Concentric Diversification Strategy
When a company has decided to diversify its business, it seeks to acquire companies with technological similarities and a similar product line.
Concept of Marketing
A theory that proposes to put the interests and needs of consumers before the company itself. The satisfaction of such interests and needs to be done more efficiently than its competitors. This concept is based on four basic concepts: focus, guidance, coordination, and profitability.
Competition
A type of sales promotion in which the company offers a prize to demonstrate that consumers have some skill.
Conjoint Analysis
A method used in market research. This method looks at consumer preferences on the combinations of product characteristics. The joint model consumer makes the choice of a product, and if you meet all of the minimum, it is acquired.
Consultation Service
Companies adopt such a strategy to differentiate their products through the services they provide to their customers.
Consumer-Oriented Marketing Mix
A part of the marketing strategy of a company that targets the consumer. It consists of a series that the company combines to make its product more attractive to consumers.
Analysis of Consumers
Its objective is the study of consumers in relation to their tastes, preferences, attitudes, habits, etc.
Continuous Innovation
Involves inserting a small change in an existing product.
Continuous Investigation
Develops over a period of continuous time. Often used when launching a product and the company wants to know its progress very carefully.
Contramarketing
Refers to the activity of a company that is disparaging a product to achieve lower consumption.
Contrasegmentation
A situation that exists in certain market segments where firms keep a large quantity of products to satisfy all segments.
Convenience Stores
Small and medium establishments that offer a relatively limited range of products that have a wide rotation and with very wide opening hours, sometimes up to 24 hours a day.
Geographic Convenience
Refers to the ease with which consumers can purchase a product.
Direct Mail
A form of direct marketing. It is to get the mail a customized delivery to specific persons included in a mailing list. It can be a promo card or systems to enhance customer care.
Opportunity Cost
The amount lost by failing to take a certain action.
Cross-Selling
A selling technique in which the seller sells other products besides the principal.
Questionnaire
An instrument used in market analysis. It consists of some questions on the subject in question. It must be very careful. May contain open or closed questions.
Market Share
The share of a firm in a given market. It should be clear whether the expression of the market share is done in units or securities to appreciate the value of the figure.
Quota Sales
The allocation of sales, the goal of a seller in a given period of time.
Curve Demand
The distribution of demand during a given time and is expressed in graphical form.
Curve Experience
Refers to the learning that a company takes when it can reduce costs and that over time has learned ways to make more effectively.
Customer
The person who makes a purchase. You can buy for himself or others. It is part of the population most important for the company.
Set Pricing by Customer Segment
Established according to customer segment.
Customization
The new interactive marketing where the customer is classified himself in the segment that wants to be classified and want to receive communications associated with that segment.
Marketing Custom
Marketing to a type of client with very specific needs.
Lower Prices
Price-cutting strategy.
Direct Mail
A form of direct marketing. It is to get the mail a customized delivery to specific persons included in a mailing list. It can be a promo card or systems to enhance customer care.
Direct Marketing
Tries to make a direct sale to the prospective buyer. There are different ways to do this kind of Marketing: telemarketing, direct mail, direct response, and electronic shopping.