Topic:

CMAT INNOVATION &

ENTREPRENEURSHIP
By: Saurabh Kothari
 TERMS MEANING
AIDA (MARKETING) AIDA stands for attention , interest , desire , and action . It is an
acronym used in marketing and advertising , which helps marketing
managers develop effective communication strategies and
communicate with customers in a way that better responds to their
needs and desires.
Article marketing Article marketing is a type of advertising in which companies write and
distribute short articles to a range of outlets such as article banks ,
forums , and newsletter publishers . Its main purpose is to gain a huge
number of online audiences and boost the number of sales
opportunities for products or services on websites. Internet article
marketing is used to promote the authors expertise of their market ,
products or services online via article directories.
Article video marketing Article video marketing is a new type of internet marketing and
advertising in which business create 2-5 minute short videos about
specific topics using content from articles and other text sources .
Articles are a cheap easy and fast way of advertising but it has a
problem of duplicate content . It serves as an extended medium for
corporates to convey their message to a wider audience.
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Attack marketing Attack marketing is a form of marketing that incorporates a series of creative and
strategic techniques used to build and maintain public awareness surrounding a
person , place , product , or event . Guerrilla marketing is also a type of market
challenger strategy where a firm chooses the general attack strategy as launching
small , intermittent attacks , conventional and unconventional , including selective
price cuts, intense promotional blitzes and occasional legal action to harass the
opponent and eventually secure permanent foot holds .

Bargain bin A bargain bin refers to an unsorted selection of merchandise , particularly software
, tools and CDs ,which have been discounted in price . Reasons for the discount
can range from the closure of a production company to a steep decline in an item’s
popularity in the aftermath of a fad or scandal . Another reason for the discount can
be the particular product line being discontinued.
Business -to-business (B2B) Business-to-business(B2B) refers to a situation where one business makes a
commercial transaction with another. It is also known as e-biz . B2B is often
contrasted against business-to-consumer (B2C). In B2B commerce , it is often the
case that the parties to the relationship have comparable negotiating power , and
even when they don’t , each party typically involves professional staff and legal
counsel in the negotiation of terms.
Business-to-consumer (B2C) Business to consumer (B2C) is business or transactions conducted directly
between a company and consumers who are the end-users of its products or
services . Business to consumer (B2c) is among the most popular and widely
known of sales models.
 TERMS MEANING

Business-to-government (B2G) Business-to-government (B2G) is a derivative of B2B marketing and often referred to as a
market definition of “ public sector marketing “ which encompasses marketing products and
services to various government levels through integrated marketing communications
techniques such as strategic public relations , branding , marcom , advertising , and web-
based communications.
Cause marketing Cause marketing or cause-related marketing refers to a type of marketing involving the
cooperative efforts of a
for-profit business and a non-profit organization for mutual benefit . The principles of cause
marketing refer to aligning a brand with a cause to produce profitable and societal benefits
for both parties .
Channel value proposition Channel value proposition is a strategy that demonstrates to partners of a particular channel
the reasons and benefits to partner with you over your competitors . Some common value
proposition that management can offer is – training , quality support , preventing channel
conflict , reduced costs , better returns , growth , marketing support .
Consumption audience Consumption audience refers to a brand’s target audience or consumers who are considered
financially able to afford the particular brand . The concept of a consumption audience is of
paramount importance because it allows the company or brand to decide the business and
marketing strategy for the product or service .
Copy testing Copy-testing is a comprehensive approach used as part of marketing research to test the
effectiveness of an
Advertisement based on responses prior to it being aired . This form of pre-testing will be
beneficial for the company to understand whether an advertisement
carries a strong – enough message.
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Cost per conversion Cost per conversion (CPA) , also known as pay per acquisition PPA is an online
advertising pricing model where the advertiser pays for each specified
acquisition. Direct response advertisers consider CPA the optimal way to buy
online advertising , as an advertiser only pays for the ad when the desired
acquisition has occurred .
Customer lifetime value Customer lifetime value (CLV) is a prediction of the net profit attributed to the
entire future relationship with a customer . CLV is an important metric for
determining how much money a company wants to spend on acquiring new
customers and how much repeat business a company can expect from certain
consumers.
Customer relationship management Customer relationship management (CRM) is an approach to managing a
company’s interaction with current and potential future customers . The CRM
approach tries to analyse data about customers’ history with a company , to
improve business relationships with customers , specifically focusing on
customer retention , and ultimately to drive sales growth.
Decision making unit The decision making unit (DMU) is a collection or team of individuals who
participate in a buyer decision process . It is more important from a B2B
perspective in which the buying process is long and multi-stage.
Disintermediation Disintermediation , in finance , in the withdrawal of funds from intermediary
financial institutions , such as banks and savings and loan associations , to invest
them directly . Disintermediation initiated by consumers is often the result of high
market transparency , in that buyers are aware of supply prices direct from the
manufacturer.
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Double jeopardy (marketing) Double jeopardy is an empirical law in marketing where, with few exceptions, the
lower market share brands in a market have both far fewer buyers in a time
period and also lower brand loyalty. The market leader enjoys greater sales not
just because of higher penetration and higher market share but also because of
higher brand loyalty among its consumers leading to repeat buying.
Double loop marketing Double loop marketing is an online marketing strategy . This emerging marketing
strategy requires a firm to first develop “ mind share ” by creating a company
sponsored website that will give the customers , genuine information and advice
related to the firm’s products and services . Once the firm’s site achieves enough
credibility among the group of visitors , the company can go for the second loop
of consumer interaction and try to convert the already achieved mind share to the
wallet share.
Emotional branding Emotional branding is a term used within marketing communication that refers to
the practice of building brands that appeal directly to a consumer’s emotional
state , needs and aspirations . Emotional branding is successful when triggers an
emotional response in the consumer .
Engagement (marketing) Engagement (marketing) , sometimes called “ experiential marketing “ , is a
marketing strategy that directly engages consumers and invites and encourages
them to participate in the evolution of a brand . According to Brad Nierenberg ,
engagement marketing is the live ,
one-on-one interactions that allow consumers to create connections with brands
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Facelift (product) A facelift for a product is changes in its visual appearance and features, but the
core design and interior engineering remains more or less the same. The product
serves the same target market even after a facelift.

Fine print Fine print refers to the portion of a contract/document that contains restrictions or
limitations in small font or obscure language. This is deliberately ambiguous or
less noticeable with an intention to deceive the consumer. The fine print is
basically compliance with legal technicalities that necessitate full disclosure of
terms and conditions as well as the limitations of the product or offer being
promoted.
Flighting (advertising) Flighting involves allocating your advertising budget to ensure maximum
exposure during optimal periods . The advantage of the Flighting technique is
that it allows an advertiser who does not have funds for running spots
continuously to conserve money and maximize the impact of the commercials by
airing them at key strategic times.
Heavy-up Heavy-up advertising can be defined as high concentration of advertising brief
period of time in any media schedule. It is used by an advertiser whose product
is likely to be used more at one particular time than at other. The advertiser then
does heavy-up advertising for that brief period of time and very less or no
advertisement otherwise. It is a very simple concept which is based on the
principle that consumer’s memory is very short term.
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Inbound marketing Inbound marketing is about using marketing to bring potential customers to you ,
rather than having your marketing efforts fight for their attention . Inbound
marketing is about creating and sharing content with the world .
intangibility Intangibility is used in marketing to describe the inability to assess the value
gained from engaging in an activity using any tangible evidence . It is often
used to describe services where there isn’t a tangible product that the customer
can purchase , that can be seen , tasted or touched .
Integrated marketing communications Integrated marketing communications (IMC) is an expansion of modern and
traditional marketing strategies . To optimise the communication of a consistent
message conveying the company’s brands to stakeholders.
Internet Marketing Conference The internet marketing conference (IMC) Is an international conference
concerning numerous aspects of e-business organised by the international
internet marketing association (IIMA).
Investomer An Investomer is a customer of the same organizations in which he or she hold
shares . Investomer tend to be more loyal than their non-equity holding
counterparts.
Low-end market In most economically advanced nations , the low end market refers to a
marketplace that stocks goods and services of a comparatively lower price ,
especially for customers who cannot or are unwilling to pay large amounts of
money . It is assumed that the lower price of goods will stimulate buying.
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Marketing analytics marketing analytics is the practice of managing and studying metrics data in
order to determine the return on investment of marketing efforts , as well as the
act of identifying opportunities for improvement .
Marketing communications Marketing communication is often the largest component of communication
within a company , which may be to present company value , objectives or
specific products and services to investors , customers or the general public .
Marketing experimentation Marketing experimentation is a research method which can be defined as “ the
act of conducting such an investigation or test” . It is testing a market that is
segmented to discover new opportunities for organisations . By controlling
conditions in an experiment , organisations will record and make decisions
based on consumer
behaviour .
Marketing exposure Marketing exposure is the amount of funds invested in a particular type of
security and/or market sector or industry and usually expressed as a percentage
of total portfolio holdings. Exposure is the product of a marketing strategy , and
once the strategy is implemented it is only a matter of time before exposure is
put into action .
Marketing information system A marketing information system (MKIS) is a software program that provides
information about marketing research . It allows users to compile and analyse
data in a very easy , organised fashion . MKIS systems are also effective tools
that help users make decisions about consumer behaviour and the marketing
mix , including products and how they are placed , priced , and promoted.
 TERMS MEANING
Marketing mix for product software A market analysis studies the attractiveness and the dynamics of a
special market within a special industry . It is part of the industry
analysis and thus in turn of the global environmental analysis .
Marketing operations The marketing operations (MO) function has emerged due to the need
for a more transparent , efficient , and accountable view of marketing .
The purpose of marketing operations is to increase marketing efficiency
and organizational agility .
Marketing speak Marketing speak collectively refers to wording styles and buzzwords that
are used by companies or brands to promote their product offerings and
services to a wide audience . It is a category of corporate jargon , which
is the , official language used in large corporations and bureaucracies .
Mega marketing Mega marketing refers to the marketing activities needed to manage the
elements of the firm’s external environment and try to control those
factors.
Nano-campaigning Nano-campaigning can be defined as an combined effects of social
media and communication technologies which aims towards the growth
of a campaign by encouragement and also build momentum by making
audience more focused to tactical promote messages and ideas ,
tailored to select groups or individuals.
 TERMS MEANING
Nascent market It is a new , developing market . Smart watch for example is a new avenue for the
smartphone makers . Companies and entrepreneurs always look for a nascent
market as they can get ahead in the learning curve of the market . By the time a
new competitor comes this company already has established control over the
market .
Next-best-action marketing Next-best-action marketing as a special case of next-best-action decision-making ,
is a customer-centric marketing paradigm that considers the different actions that
can be taken for a specific customer and decides on the ‘best’ one .
Nielsen ratings Nielsen ratings are the audience measurement systems developed by Robert F.
Elder and Louis F. Woodruff and sold to Nielsen company , in a effort to determine
the audience size and composition of television programming in the united states .
Out-of-box experience Out-of-box experience refers to a consumer’s first impressions of a product at the
moment when it taken out of the packaged box. It is mainly used in computer and
software technology industries but is also applicable to many other
consumer-facing sales.
Perishability Perishability is used in marketing to describe the way in which service capacity
cannot be stored for sale in the future . It is a key concept of services marketing.
Permission marketing Permission marketing is the privilege of delivering anticipated , personal , and
relevant messages to people who actually want them . Permission marketing is the
opposite of interruption marketing ; instead of interrupting the customer with
unrequested information , permission marketing aims to sell goods and services
only when the prospect gives consent in advance to receive the marketing
information.
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Price analysis Price analysis is the analysis of consumer response to hypothetical prices in
survey research . It is basically evaluating an anticipated price without evaluating
its separate cost components and proposed profit .
Product lifecycle Product life cycle (PLC) is the cycle through which every product goes through
from introduction to withdrawal or eventual demise . PLC analysis , if done
property , can alert a company as to the health of the product in relation to the
market it serves .
Product lifecycle management Product lifecycle management (PLM) is the process of managing the entire
lifecycle of a product from inception , through engineering design and
manufacture , to service and disposal of manufactured products.
Promoter (entertainment) A entertainment promoter can be an individual or a company in the business of
promoting and marketing of live events such as concerts from celebrities or
sports events , festival nights or events at clubs . These types of promoters are
typically hired by companies or individuals to organize and promote their events.
Q score The Q score is a management of the familiarity and appeal of a brand , celebrity ,
company , or entertainment product used in the United States . The higher the Q
Score , the more highly regarded the item or person is among the group familiar
with item . Q Scores and other variants are primarily used by the advertising ,
marketing , media , and public relations industries.
Relational goods Relational goods are non-material goods that can only be produced and
consumed within groups , and which are intrinsically linked to relationships and
interaction .
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Representative office A representative office is an office established by a company to conduct
marketing and other non-transactional operations , generally in a foreign country
where a branch office or subsidiary is not warranted. Representative offices are
generally easier to establish than a branch or subsidiary, as they are not used for
actual “ business “ and therefore there is less incentive for them ti be regulated .
Response rate ratio Response-rate ratio is a measure of efficacy of the therapy in clinical trials . It is
defined as the proportion of improved patients in the treatment group , divided by
the proportion of improved patients in the control group . The same term has
been used in marketing .
Return on event Return on event (ROE) is a term used in event marketing , compared to rate of
return ROR , also known as return on investment ROI , which is the ratio of
money gained or lost on an investment . In event marketing the purpose of an
event can be awareness of a new product , trials , brand commitment ,brand
building or multiple .
Return on investment Return on investment (ROI) is the benefit to an investor resulting from an
investment of some resource . A high ROI means the investment gains compare
favorably to investment cost .
Rural marketing Rural marketing is now a two-way marketing process . There is inflow of products
into rural markets for production or consumption and there is also outflow of
products to urban areas .
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Share of wallet Share of wallet is the percentage (“share”) of a customer’s expenses(“of wallet”)
for a product that goes to the firm selling the product . Different firms fight over
the share they have of a customer’s wallet , all trying to get as much as possible .
Share of wallet is commonly used in the finance and banking sectors to describe
share-of-customer . Increasing
share-to-customer is a key consideration increasing customer lifetime value .
Soft launch A soft launch , also known as a soft opening , is a preview release of a product or
service to a limited audience prior to the general public .
Soft- launching a product is sometimes used to gather data or feedback
regarding its acceptance in the marketplace , prior to making it widely available
during an official release or grand opening .
Solutions marketing Solutions marketing is a buzzword used by marketers quite often . A buzzword
not because it is not an important or a valuable concept , but because it has
been both misunderstood and overused , like big data and social business .
Square inch analysis Square-inch analysis is a method used by direct marketers to evaluate the
profitability of the offers appearing in the pages of a mail- order catalog . The
results of square-inch analysis are used to improve the process of assigning
merchandise offers to pages and allocating space in future catalogs , a process
called page planning or pagination .
Top of mind awareness In marketing , top-of-mind awareness (TOMA) is a brand or specific product
coming first in customers’ minds when thinking of a particular industry. Top of
mind awareness is a way to measure how well brands rank in the minds of
consumers.
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Visual merchandising Visual merchandising refers to anything that can be seen by the
customer inside and outside a store , including displays , decorations ,
signs and layout of space . Visual merchandising is purely an aesthetics
of science , and it is the backbone of the retail industry . Visual
merchandising plays a highly major role in retail industry .
White label White label refers to a product or service that is purchased by a reseller
who rebrands the product or service to give the impression that the new
owner created it . White label products are often produced via mass
production.
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