Concentrated target marketing: A process that occurs when a single target market segment is pursued.
Core marketing strategy:
A statement that communicates the predominant reason to buy to a specific target market.
Differentiated target marketing:
A process that occurs when an organization simultaneously pursues several different market segments, usually with a different strategy for each.
Direct mail marketing:
A form of direct marketing that involves sending information through a mail process, physical or electronic, to potential customers.
Direct marketing:
Any method of distribution that gives the customer access to an organization’s products and services without intermediaries; also, any communication from the producer that communicates with a target market to generate a revenue producing response.
Frequency marketing:
Activities which encourage repeat purchasing through a formal program enrollment process to develop loyalty and commitment from the customer base. Frequency marketing is also referred to as loyalty programs.
Integrated marketing communications:
The practice of blending different elements of the communication mix in mutually reinforcing ways.
Marketing:
The set of planned activities designed to positively influence the perceptions and purchase choices of individuals and organizations.
Marketing audit:
A comprehensive and systematic examination of a company’s or business unit’s marketing environment, objectives, strategies, and activities with a view of identifying and understanding problem areas and opportunities, and recommending a plan of action to i
Marketing-cost analysis:
Assigning or allocating costs to a specified marketing activity or entity in a manner that accurately captures the financial contribution of activities or entities to the organization.
Marketing mix:
The activities controllable by the organization and include the product, service, or idea offered, the manner in which the offering will be communicated to customers, the method for distributing or delivering the offering, and the price to be charged for
Marketing plan:
A written document containing description and guidelines for an organization's or a product’s marketing strategies, tactics and programs for offering their products and services over the defined planning period, often one year.
Regional Marketing:
The practice of using different marketing mixes to accommodate unique preferences and competitive conditions in different geographical areas.
Strategic marketing management:
The planned process of defining the organization’s business, mission, and goals; identifying and framing organizational opportunities; formulating product-market strategies, budgeting marketing, financial, and production resources; developing reformulatio
Target marketing:
The process of marketing to a specific market segment or multiple segments. Differentiated target marketing occurs when an organization simultaneously pursues several different market segments, usually with a different strategy for each. Concentrated target marketing occurs when a single market segment is pursued.
Telemarketing:
A form of direct marketing that uses the telephone to reach potential customers.
guerrilla marketing:
Examples of mini, maxi,and non-media tools:
Mini:
canvassing, personal letters, calls,
circulars, brochures, classified ads,
Maxi: yellow pages and signs
Non-Media: public relations, advertising
guerilla marketing investment strategy:
This is a inverse approach to traditional marketing budgeting. Levinson states:
Invest 10% in the "universe"
Invest 30% in you prospects
Invest 60% in your customers
Guerrilla Marketing: Concept:
Effective and pragmatic marketing can be done with limited resources and should focus on meeting the needs of existing customers in everything that is done, while building the base of prospects through creating additional awareness within the market.
Marketing Cost Analysis
:
Assigning or allocating costs to a specified marketing activity or entity in a manner that accurately captures the financial contribution of activities or entities to the organization.
