DICTIONARY · CATEGORY 1 OF 15
Fundamentals
The vocabulary everything else is built on: what marketing is trying to do, who it is aimed at, and how the results are measured.
47 terms
The process of attracting, understanding and retaining customers.
The decisions about who you sell to, what you offer, and how you reach them.
A practical roadmap for turning marketing strategy into action.
The specific group of people or businesses you want to serve.
The people most likely to be interested in your product, service, or message.
A research-based profile representing an ideal customer.
Someone who has purchased your product or service.
A potential customer who may be a good fit for what you sell.
A person or business that has shown interest and can potentially be followed up.
A lead that meets specific criteria suggesting a genuine sales opportunity.
The stages someone passes through from discovering you to becoming a customer.
The overall impression a customer forms from every interaction with your business.
The clear reason a customer should choose your offer over alternatives.
The specific advantage that differentiates your offer from competitors.
The place your brand or product occupies in a customer's mind.
Dividing a broad market into smaller groups with shared characteristics.
Gathering information about customers, competitors and market conditions.
Studying competing businesses to understand their strengths, weaknesses and strategies.
The portion of a market's sales or customers captured by a business.
The point at which a product meaningfully satisfies a strong market need.
The combination of controllable factors used to market an offering.
Product, Price, Place and Promotion, the classic marketing mix framework.
The 4Ps expanded with People, Process and Physical Evidence.
The stages a stranger moves through before becoming a customer.
The stage where someone first becomes aware of a brand, problem or solution.
The stage where a potential customer evaluates possible solutions.
A desired action completed by a visitor or prospect.
The percentage of visitors or users who complete a desired action.
Turning attention into contact details or identifiable prospects.
Building relationships with prospects until they are ready to buy.
The process of gaining new customers.
The effort to keep existing customers coming back.
What it costs, all in, to win one new customer.
What a customer is worth across the whole relationship.
The financial return generated relative to what was invested.
The return generated specifically from marketing investment.
A measurable indicator used to judge progress toward an important goal.
Goals designed to be Specific, Measurable, Achievable, Relevant and Time-bound.
The plan for introducing a product or service to its intended market.
Marketing designed to create awareness and interest in a product or category.
Marketing designed to capture people already looking for a solution.
Attracting customers through useful content, search, social, and other channels.
Proactively reaching potential customers through channels such as advertising or outreach.
Creating a connected customer experience across multiple channels.
Marketing based on permission from people to communicate with them.
Focusing on long-term customer relationships rather than one-off transactions.
Creating memorable experiences around a brand or product.
Every term in this category has a full page: what it means in plain English, what to know, why it matters, common mistakes and FAQs.