Popular Posts

Tuesday 9 October 2012


Important Marketing Terms for SBI Exam


There are some important glossary terms used  by  marketers,  usually  at  the  management  level,  when  preparing  marketing plans and pitching for business. Some of these are explained here..
Anti-competitive practice: A practice is considered anti-competitive if it prevents, distorts or restricts competition in a market for goods and services in Barbados.
Anti-dumping: Anti dumping is a measure to rectify the situation arising out of the dumping of goods and its trade distortive effect.  Thus,  the  purpose  of  anti  dumping  duty is  to  rectify  the trade  distortive effect  of dumping  and  re-establish  fair  trade.  The  use  of  anti  dumping  measure  as  an  instrument  of  fair competition  is  permitted  by  the  WTO.  In  fact,  anti  dumping  is  an  instrument  for  ensuring  fair trade  and  is  not  a  measure  of  protection  for  the  domestic  industry.  It  provides  relief  to  the domestic  industry  against  the  injury  caused  by  dumping.  Anti  dumping  measures  do  not  provide protection  per  se  to  the  domestic  industry.  It only serves the purpose of providing remedy to the domestic industry against the injury caused by the unfair trade practice of dumping.
Advertising: Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Many advertisements are designed  to  generate  increased  consumption  of  those  products  and   services  through  the  creation and  reinforcement  of  "brand  image"  and  "brand  loyalty".  For these purposes, advertisements sometimes embed their persuasive message with factual information.
Barter: A Trade Exchange or  Barter is a  type of trade in which  goods or  services  are directly exchanged for other  goods  and/or  services,  without  the  use  of  money.  It  can  be  bilateral  or  multilateral,  and usually  exists  parallel  to  monetary systems  in  most  developed  countries,  though  to  a  very limited extent. Barter usually replaces money as the method of exchange in times of monetary crisis, when the currency is unstable and devalued by hyperinflation.
Branding: It is a promise, a pledge of quality. It is the essence of a product, including why it is great, and how it is better than all competition products. It is an image.  It is a combination of words and letters, symbols, and colors.
Conglomerate: A conglomerate is the term used to describe a large company that consists of seemingly unrelated business sections. This term may also be referred to as a multi-industry company.
Circulation: The total number of copies distributed by a newspaper or magazine.
Classifieds: An advertisement in a newspaper that is placed along with advertisements for similar events under a classified heading, e.g. 'Entertainment' or 'Cinema'.
Concept: A design in which all aspects of the product are linked to a central idea, function or theory, etc.
Copy: Written or typed matter intended to be reproduced in print.
Copyright: The  exclusive  right,  granted  by  law  for  a  certain  term  of  years,  to  make  and  dispose  of  copies  of, and otherwise to control, a literary, musical, dramatic, or artistic work.
Critical Path: Plots the events that need to occur to complete a project on a timeline.
CRM: Customer Relationship Marketing. Building loyalty through your relationship with a customer.
Database: A  large  volume  of  information  stored  in  a  computer  and  organised  in  categories  to  facilitate retrieval.
Direct Mail: Mailing brochures, letters, questionnaires etc. directly to the target market.
Direct Marketing: Marketing to the customer without the use of an intermediary.
Types of Direct marketing:
There are many types of direct marketing, only some important types are listed below and these are the most form of direct marketing.
i)Direct Mail Marketing: Advertising material sent directly to home and business addresses. This is the most common form of direct marketing.
ii)Telemarketing: It is the second most common form of direct marketing, in which marketers contact consumers by phone.
ii)Email Marketing: This type of marketing targets customers through their email accounts
Display Ad: An advertisement which is usually designed by the advertiser and displayed in a box.
Direct Response: In advertising. Advertising  designed  to  trigger  a  behavioural  response  in  target  audiences,  e.g. placing mail back coupons in the ad, asking people to bring in or mention an ad, setting up a phone number and asking individuals to call for further information etc.
Digital Marketing: Digital Marketing is the practice of promoting products and services using all forms of digital advertising. It includes Television, Radio, Internet, mobile and any other form of digital media.
Distress Rates: Cheaper rates for advertising at short notice, i.e.  When newspapers have spaces to fill shortly before their deadlines.
Distribution: To place promotional material, e.g. fliers or posters, throughout areas where they will be picked up.
Drip Marketing: Method of sending promotional items to clients is called Drip marketing.
Dumping: If a company exports a product at a price (export  price) lower than the price it normally charges on its own home market (normal value), it is said to be 'dumping' the product. Dumping can harm the domestic  industry  by  reducing its  sales volume  and  market  shares,  as  well  as  its sales  prices. This in  turn  can  result  in  decline  in  profitability,  job  losses  and,  in  the  worst  case,  in  the  domestic industry going  out  of  business.  Often,  dumping  is  mistaken  and  simplified  to  mean  cheap  or  low priced  imports.  However, it is a misunderstanding of the term. On the other hand, dumping, in its legal sense, means export of goods by a country to another country at a price lower than its normal value.  Thus, dumping implies low priced imports only in the relative sense (relative to the normal value), and not in absolute sense.
Freepost: Used to encourage a response by mail. The sender does not pay to return an item by post e.g. a questionnaire.
Guerilla Marketing: Unconventional marketing intended to get maximum results from minimal resources is nothing but Guerilla Marketing.
JIT: Just-in-time (JIT) is an inventory strategy implemented to improve the return on investment of a business by reducing in-process inventory and its associated carrying costs. In order to achieve JIT the process must have signals of what is going on elsewhere within the process.
Incentive: Something  of  financial  or  symbolic  value  added  to  an  offer  to  encourage  some  overt  behavioural response.
Indirect Marketing: Indirect Marketing is the distribution of a particular product through a channel that includes one or more resellers.
Difference b/w Direct and Indirect Marketing:
·         Direct marketing is basically advertising your own products or services.
·         In the same way you might advertise for someone else is called Indirect marketing, is an increasingly popular way of doing business
Internet Marketing: Internet marketing is the marketing of products or services over the Internet.
Internet Marketing is also known as i-marketing, web-marketing, online-marketing, Search Engine Marketing (SEM) or e-Marketing
Key Selling Points: The components of a program or event that will appeal to the greatest number of people.
Loyalty Programs: A component of relationship marketing. Programs designed to increase the strength of a consumer's preference for a particular entity. The most common form of loyalty program in the arts is subscription or membership programs.
Marketing: The  process  of  planning  and  executing  the  conception,  pricing,  promotion,  and  distribution  of ideas,  goods,  services,  and  people  to  create  exchanges  that  will  satisfy  individual  and organizational goals.
Marketing Mix: The  blend  of  product,  place,  promotion,  and  pricing  strategies  designed  to  produce  satisfying exchanges with a target market.
Market Research: The  process  of  planning,  collecting,  and  analyzing  data  relevant  to  marketing  decision-making. Using a combination of primary and secondary research tools to better understand a situation.
Marketing Strategy: The first stage is setting  marketing objectives (where the organisation wants to be at the end of the strategic  planning  period)  and  goals  (the  objectives  with  specific  numerical  benchmarks  and deadlines attached to allow  management  to  measure achievement). The  second stage  is specifying the core  marketing  strategy,  i.e. specific target markets,  competitive  positioning and  key  elements of the marketing mix. The third is the implementation of tactics to achieve the core strategy.
Mergers and Acquisitions: The phrase  mergers and acquisitions (abbreviated  M&A) refers to the aspect of corporate strategy, corporate  finance  and  management  dealing  with  the  buying,  selling  and  combining  of  different companies  that  can  aid,  finance,  or  help  a  growing  company  in  a  given  industry  grow  rapidly without  having  to  create  another  business  entity.  A  merger  is  a  tool  used  by  companies  for  the purpose  of  expanding  their  operations  often  aiming at an  increase of their long  term  profitability. An acquisition, also known as a takeover, is the buying of one company (the ‘target’) by another.
Media Hooks: Aspects of an event or program that are most likely to appeal to a journalist or the media generally.
Media Monitoring: Systematic monitoring of the media in order to ascertain what has been said.  Specialised agencies provide this service.
Offer: A  proposal  by  a  marketer  to  make  available  to  a  target  customer  a  desirable  set  of  positive consequences if the customer undertakes the required action.
Pitch: A proposal - either verbal or written - to enlist the engagement or support of a third party.
Psychographics: Life-style measures which   combine psychological and demographic measurements based on consumers' activities, aspirations, values, interests or opinions.
Publicity: Definitions vary but in Sauce the term is used to describe obtaining media coverage.
Personal Selling: Persuasive communication between a representative of the company and one or more prospective customers, designed to influence the person's or group's purchase decision.
Qualitative Research: Research  that  seeks  out  people's  attitudes  and  preferences,  usually  conducted  through unstructured interviews or focus groups.
Quantitative Research: Research  that  measures  (quantifies)  responses  to  a  structured  questionnaire,  conducted  either through  telephone,  face-to-face  structured  interviews,  on  the  Internet  or  through  self  completion surveys.
Quickcuts: The brand name of technology which enables design companies or advertising agencies to transmit advertisements directly to the publication over a telephone line.
Reach: The total number of people your organisation or campaign reaches.
Relationship marketing: Marketing  with  a  focus  on  building  long-term  relationships  where  the  target  customer  is encouraged to continue his or her involvement with the marketer.
Strategic Marketing Planning: The  process  of  managerial  and  operational  activities  required  to  create  and  sustain  effective  and efficient  marketing  strategies,  including  identifying  and  evaluating  opportunities,  analyzing markets  and  selecting  target  markets,  developing  a  positioning  strategy,  preparing  and  executing the market plan, and controlling and evaluating results.
Situational Analysis:  An analysis of the internal and external environment of a company or event.
SWOT Analysis: Identifying the strengths and weaknesses, which are internal to the organisation or project and the opportunities and threats, which come from outside the organisation.
Social Media Marketing: Social media marketing is marketing using online communities, social networks, blog marketing and more
Talent: The  person  or  people  you  put  forward  to  the  media  as  possible  subjects  for  an  interview,  a  game show, a picture or footage, etc.
Target Audience: The  section  of  the population  that  is  identified  as  likely  to  be  most  interested  in  buying  or  being associated with a product.
Target media: The media you decide to target for coverage because they reach your target audience.
Targeting: The act of directing promotions to the target audience.
TARPS: Target  audience  rating points --  that  is,  the  number  of people  or  percentage  of  people  reached  in your target audience
Unique Selling Proposition (USP): The one thing that  makes  a  product different  than any  other.  It's  the  one  reason  marketers  think consumers will buy the product even though it may seem no different from many others just like it.
Viral Marketing: Marketing by the word of the mouth, having a high pass-rate from person to person is called Viral marketing.  Creating a 'buzz' in the industry is an example of viral marketing

Tuesday 2 October 2012

IMPORTANT MARKETING TERMS

Read here the important Marketing terms which we have jotted down keeping in mind their importance for the upcoming SBI Exam.................
Above the line: "Above the Line" is the term commonly used for advertising for which a payment is made and for which commission is paid to the advertising agency. Methods of above the line advertising include television and radio, magazines, newspapers and Internet.
Ad hoc market research: Ad-hoc research focuses on specific marketing problems. It involves the collection of data at one point in time from one sample of respondents.
Added value: Added value refers to the increase in worth of a product or service as a result of a particular activity.  In the context of marketing, the added value is provided by features and benefits over and above those representing the "core product".
Ad-Valorem Duties: These are the duties determined as a certain percentage of prices of the product.
AIDA:  Attention Interest Desire Action
AIFI: All India Financial Institution
ALCO: Asset-Liability Management Committee
ALM: Asset/ liability management involves a set of techniques to create value and manage risks in a bank.
Ambush marketing: A deliberate attempt by a business or brand to associate itself with an event (often a sporting event) in order to gain some of the benefits associated with being an official sponsor without incurring the costs of sponsorship
AMC: Asset Management Committee
Annual Financial Statement: It is a statement of receipts and expenditure of states for the financial year, presented to Parliament by the government. It is divided into three parts: Consolidated Fund, Contingency Fund and Public Account.
Appropriation Bill: It is presented to Parliament for its approval, so that the government can withdraw from the Consolidated Fund the amounts required for meeting the expenditure charged on the Consolidated Fund. No amount can be withdrawn from the Consolidated Fund till the Appropriation Bill is voted is enacted.
Appropriation Bill: This Bill is like a green signal enabling the withdrawal of money from the Consolidated Fund to pay off expenses. These are instruments that Parliament clears after the demand for grants has been voted by the Lok Sabha.
Augmented brand: The additional customer services and benefits ("added value") that are built around the core product or service offering
Balance Of Payments: The difference between demand and supply of a country's currency in the foreign exchange market.
Balance Of Trade: The difference between monetary value of exports and imports of output in an economy over a certain period of time. It is the relationship between a nation's imports and exports.
Banking Cash Transaction Tax (BCTT): BCTT is a small tax on cash withdrawal from bank exceeding a particular amount in a single day. The basic idea is to curb the black economy and generate a record of big cash transactions. This tax was introduced in 2005-06 budget.
Behavioural Segmentation: Behavioural segmentation divides customers into groups based on the way they respond to, use or know of a product.
Bond: A negotiable instrument evidencing debt, under which the issuer promises to pay the holder its face value plus interest as agreed.
Brand building: Developing a brand's image and standing with a view to creating long term benefits for brand awareness and brand value
Brand equity: Brand equity refers to the value of a brand. Brand equity is based on the extent to which the brand has high brand loyalty, name awareness, perceived quality and strong product associations. Brand equity also includes other "intangible" assets such as patents, trademarks and channel relationships.
Brand extension: Brand extension refers to the use of a successful brand name to launch a new or modified product in a new market. Virgin is perhaps the best example of how brand extension can be applied into quite diverse and distinct markets.
Brand image: Brand image refers to the set of beliefs that customers hold about a particular brand. These are important to develop well since a negative brand image can be very difficult to shake off.
Brand loyalty: A strongly motivated and long standing decision to purchase a particular product or service
Budget estimates: It is an estimate of Fiscal Deficit and Revenue Deficit for the year. The term is associated with estimates of the Center's spending during the financial year and income received as proceeds of tax revenues
Budgetary Deficit: Such a situation arises when expenses exceed revenues. Here the entire budgetary exercise falls short of allocating enough funds to a certain area.
Business to business: Marketing activity directed from one business to another (as opposed to a consumer). This term is often shortened to "B2B"
businesses communicating with customers.
Capital Budget: Capital Budget keeps track of the government's capital receipts and payments. This accounts for market loans, borrowings from the Reserve Bank and other institutions through sale of Treasury Bills, loans acquired from foreign governments and recoveries of loans granted by the Central government to State governments and Union Territories.
Capital Budget: It consists of capital receipts and payments. It also incorporates transactions in the Public Account. It has two components: Capital Receipt and Capital Expenditure.
Capital budget: The list of planned capital expenditures prepared usually annually Capital Gain and Loss. The difference between the price that is originally paid for a security and cash proceeds at the time of maturity (face value of bond) or at the time of sale (selling price of a bond or stock).  When the difference is positive, it is a gain, but when it is negative, it is a loss.
Capital Expenditure: It consists of payments for acquisition of assets like land, buildings, machinery, equipment, as also investments in shares etc, and loans and advances granted by the Central government to state and union territory governments, government companies, corporations and other parties.
Capital expenditure: Long-term in nature they are used for acquiring fixed assets such as land, building, machinery and equipment. Other items that also fall under this category include, loans and advances sanctioned by the Center to the State governments, union territories and public sector undertakings.
Capital Goods: Goods used in the manufacturing of finished products
Capital investments: Money used to purchase permanent fixed assets for a business, such as machinery, land or buildings as opposed to day-to-day operating expenses.
Capital Market: Market in which financial instruments are bought and sold.
Capital Payments: Expenses incurred on acquisition of capital assets
Capital Receipt: Capital Receipts consist of loans raised by the Center from the market, government borrowings from the RBI & other parties, sale of Treasury Bills and loans received from foreign governments. Other items that also fall under this category include recovery of loans granted by the Center to State governments & Union Territories and proceeds from the dilution of the government's stake in Public Sector Undertakings.
Capital Receipt: The main items of capital receipts are loans raised by the government from public which are called market loans, borrowings by the government from the Reserve Bank of India and other parties through sale of Treasury Bills, loans received from foreign governments and bodies and recoveries of loans granted by the Central government to state and union territory governments and other parties. It also includes proceeds from disinvestment of government equity in public enterprises.
Capital Structure: The composition of a firm's long-term financing consisting of equity, preference shares, and long-term debt.
Capital: Funds invested in a firm by the owners for use in conducting the business.
CCI: Competition Commission of India
Central Plan Outlay: It refers to the government's budgetary support to the Plan. It is the division of monetary resources among different sectors in the economy and ministries of the government.
CENVAT: This is a replacement for the earlier MODVAT scheme and is meant for reducing the cascade effect of indirect taxes on finished products. This is more extensive scheme with most goods brought under its preview
CESS: This is an additional levy on the basic tax liability. Governments resort to cess for meeting specific expenditure. For instance, both corporate and individual income is at present subject to an education cess of 2%. In the last Budget, the government had imposed another 1% cess as secondary and higher education cess on income tax to finance secondary and higher education.
Cognitive dissonance: Cognitive dissonance is an customer effect commonly observed after a major purchase whereby the customer feels uncertainty about whether the purchase should have been made. Post-purchase promotion (particularly advertising) has a role to play to reduce the incidence and effect of cognitive dissonance
Combination brand: A combination brand name brings together a family brand name and an individual brand name. The idea here is to provide some association for the product with a strong family brand name but maintaining some distinctiveness so that customers know what they are getting
Competitive advantage: A competitive advantage is a clear performance differential over the competition on factors that are important to customers
Competitor benchmarking: Competitor benchmarking compares customer satisfaction with the products, services and relationships of the business with those of key competitors
Consolidated Fund: This is one big reservoir where the government pools all its funds together. The fund includes all government revenues, loans raised and recoveries of loans granted.