Market Share – Syn: Brand share/Penetration
The current or future (desired) sales of a company ( or of one or more of its products or brands) in a particular locality, area, or country, divided by the total sales of all competitive comparison, products or brands. As the definition suggests, there are many different kinds of market shares of, for instance, one brand (e.g., in London, New york, France, last year, next year, etc.).
Market Structure – Syn: Market Composition The way in which a market is constituted or described using various factors- for example, competitive products and brands, their pricing, availability, type of buyers, etc. See also: Market heavy users
Marketing – To market meas to sell or offer for sale. A commercial way of thinking in which the needs or wants of the consumer are regarded as central. Marketing is an interdisciplinary applied science making use of contributions from economists, psychologists and sociologists. See also: Consumer/Interdisciplinary
Marketing Information System – Often abbreviated to M.I.S.: a description of the entire information procedure that is set up allow marketing management operating procedures.
Marketing Management – Syn: Commercial Management
The planning, execution and control of all marketing activities of a company or part of the company. Included are setting marketing objectives, strategies and programs. Also product development, the organization and manning for plan execution, supervision of all marketing operations and verification of marketing performance (e.g., sales).
Marketing Mix – The levels and interaction of the collective marketing activities associated with a product, brand or service. Often described as the 4 P’s (product, price, promotion, place/point of sale [distribution]. Should also include marketing research. All of these elements influence sales results.
Marketing Model – A model “imitates” reality. An abstract, formalized (theoretical) diagram in which all factors are included, often in the form of a flow chart, that makes it possible to formulate a market prognoses. See also: Model/Flow chart/Consumer behavior Model
Marketing services (department)
1. The department of an enterprise responsible for all marketing activities, plans etc. of the enterprise. Sometimes marketing research is part of this department.
2. The department of an advertising agency that provides clients with marketing consultancy.
Marketing target group – See Target Group
Medium Users – The users of a product, brand or service that have reached a level of consumption between those of light and heavy users. See also: Social marketing
Non-profit Marketing – Syn: Social marketing/Meta marketing
See also: Social marketing
Objective – Quantified aspiration(s) in marketing or communication. Operations (sales, penetration, advertising effect, etc.) can only be judged when objectives have been formulated. See also: T-response
Passive Awareness – Syn: Aided Awareness See: Aided Awareness
Pattern of Possession of Consumer Durables – An overview of a umber of consumer durables, as these appear in the household. Attempts have been made to use related statistics to classify the consuming population (analogous to social classification). To the present time, the attempt has not been successful. See also: Consumer durables/Social class
Penetration – Syn: Market share/Brand share See: Market share
Personal Selling – 1. Selling that generally takes place by salaried specialists who, via face-to-face contact with a potential client, provide information (often supported by demonstrations) that the client shows a strong preference for the product or service or offer and makes the decision to buy.
2. The activities of the seller in his personal contact with the client that lead the latter to alter his attitude (to the product, service or company) as intended by the seller such that this changed attitude in the short or long terms leads to a sale.
3. Oral presentation in a conversation with one or more purchasers for the purpose of making sales.
Portfolio Analysis – An identification of a package of products and/or services or market segments of an organization and the restructuring of the information obtained in form of a two dimensional matrix that gives vital visualized information on the organization as a whole. Axes of the matrix are generally the market maturity or industry attractiveness and the position of the organization in the market maturity or business strength/market share. The matrix is split into 4 segments which correspond in a more or less precise manner to the four phases of the life cycle of the products or activities. These are: introduction, growth, maturity, decline, as:
Numerous characteristics are attributed to these phases. Activities in phase I and II requires investment, activities in phase III and IV produce income, but in phase IV they can also give rise to losses. A company tries to position its activities in phases I,II, and III and not in IV. The basis for this analysis is the concept of the product life cycle. See also: Life cycle