Marketing – the jargon explained!

Business to Business

B2C – Business to Consumer

Marketing Mix – the 4 P’s

Product – the item or service on sale

Place – where the product or service is sold

Promotion – marketing and selling the product or service

Price – the amount the customer needs to pay for the desired product or service

Integrated Marketing – using one or more
of the marketing tools together in a campaign e.g. sales promotions and direct
marketing.  Also known as the
communications mix

USP – your unique selling point e.g. what
is special about your company?  Are you
the only one that offers your service?

Sales – Sales are about making profits
and money.   Sales and Marketing very
much go hand in hand.  Marketing sets the
scene and gets in leads and potential customers. 

Audience – the group or groups of people
that you are aiming to sell your products and services to.

Profiling – looking into a person or a
business and researching them in terms of their behaviour, their buying
patterns, their history of purchases and so on.
Profiling involves building up a picture about a person.  This is also known as demographics

Marketing Plan – a plan of action for
your marketing, over a fixed period of time.
The definition should be “essential” though

Branding – creating an identity for the
product or service you are offering.
Branding aims to make you distinctive and to make you recognisable

Features and Benefits – this too are
often seen as the same, but they are different.
A feature is an aspect of a product e.g. air conditioning.  A benefit is the change it will bring to the
user e.g. they will be cooler when driving in the summer

Lead – this is a contact that you have
found or been given that could turn into a customer or client

Networking – mingling and socialising
with business contacts and associates to create awareness for your business and
to find new customers

WOM – Word of Mouth e.g. this is all
about getting people talking about you and creating a buzz.  It is also about referrals between contacts
and potential customers

ROI – Return on Investment e.g. how many
sales or profits were made as a result of your marketing efforts

Market Research – the gathering of
information on specific subjects or markets.
The research can be either qualitative or quantitative.

Editorial – this is a feature or
an article that is printed in a newspaper

Advertorial – this is like an editorial
piece, but it is more sales like to make it part advert and part article

Consultancy – the offering of advice and
support from an outside/unbiased perspective

SEO – Search Engine Optimisation e.g.
re wording and phrasing your website’s wording to make your website appear
higher on the listings in search engines like Google, Yahoo etc.

Data Protection – the processes involved
in storing personal information about a customer and their business.  It is also covers the need to keep data
accurate and up to date


About nicolepinpointmarketing

Nicole is a mum to two, wife to one and friend to many. I am also the owner of a successful marketing consultancy business, established in 2008 to work with, help and support local businesses. Pinpoint can act as a consultant or we can hold your hand to manage your marketing or we can do it all for you! Your marketing, your budget, your way. Marketing, organisation, helping and caring are my strong points and passions!
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