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Product, Price, Place, and Promotion; a framework for marketing strategies.

The process of dividing a target market into smaller, more defined categories.

A factor that differentiates a product from its competitors, such as the lowest cost, the highest quality, or the first-ever product of its kind.

A framework for identifying and analyzing the internal Strengths and Weaknesses, and external Opportunities and Threats faced by an entity.

The value and strength of a brand that it adds to its respective product/service.

The total worth of a customer to a business over the entirety of their relationship.

Business-to-Business marketing; involves the sale of one company’s product or service to another company.

Business-to-Consumer marketing; involves the sale of goods and services directly to individual customers.

Practices, strategies, and technologies used by companies to manage and analyze customer interactions and data.

A marketing strategy that focuses on attracting customers through content that is relevant and helpful, rather than interruptive.

A traditional form of marketing where a company initiates the conversation by sending out messages to an audience.

A marketing strategy that involves the creation and sharing of online material to stimulate interest in a company’s products or services.

The practice of increasing the quantity and quality of traffic to your website through organic search engine results.

The percentage of users who take a desired action, such as buying a product, signing up for a service, or clicking on a link.

The percentage of visitors who navigate away from the site after viewing only one page.

The total cost of acquiring a new customer, considering all aspects of marketing and sales.

A form of marketing that involves endorsing or mentioning products or services by influencers or individuals who have expert knowledge or social influence.

A marketing strategy where businesses obtain consent from their audience before sending advertising messages.

The use of social media platforms to promote products or services.

The extent to which consumers are familiar with the qualities or image of a particular brand.

A model of internet marketing where advertisers pay a fee each time one of their ads is clicked.

Informal communication between consumers about the characteristics of a business or a product.

The strategic communication process that builds mutually beneficial relationships between organizations and the public.

A measure used to evaluate the profitability or efficiency of an investment.

A model that illustrates the theoretical customer journey towards the purchase of a product or service.

A marketing arrangement by which an online retailer pays commission to an external website for traffic or sales generated from its referrals.

The cost associated in convincing a customer to buy a product/service. This includes the cost of the product and the cost incurred on its marketing.

A marketing method that uses web user information to strengthen advertising campaigns via insights about consumers’ online behaviors.

A type of advertising that matches the form and function of the platform on which it appears.

The process of identifying potential customers for a business's products or services.

The cost incurred for each potential customer who views the advertisement.

A measure of how much the quantity demanded of a good responds to a change in price.

The practice of measuring, managing, and analyzing marketing performance to maximize effectiveness and optimize return on investment (ROI).

The cycle through which every product goes through from introduction to withdrawal or eventual demise.

A method of comparing two versions of a webpage or app against each other to determine which one performs better.

A business strategy that uses existing social networks to promote a product largely through word of mouth.

The use of software to automate marketing processes such as customer segmentation, customer data integration, and campaign management.

An innovation, service, or feature intended to make a company or product attractive to customers.

The practice of delivering content to a consumer, via mobile or web, using geographic location information about an individual.

The buying process that companies lead customers through when purchasing products, from the initial stages of awareness to the point of sale.

The process of establishing a brand or product in the mind of consumers by designing a unique image or identity.

An advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results.

A strategy that involves “pushing” products to consumers by getting their attention, informing them, and persuading them to buy.

A strategy that involves motivating customers to seek out your brand in an active process.

A form of advertising wherein businesses communicate directly to the consumer with advertising techniques such as fliers, catalogue distribution, promotional letters, and street advertising.

The tendency of some consumers to continue buying the same brand of goods rather than competing brands.

Promotion of environmentally friendly products and practices, and the de-emphasis of wasteful or harmful products and companies.

A multichannel approach to sales that seeks to provide customers with a seamless shopping experience, whether they are shopping online or in a brick-and-mortar store.