Marketing Terms (A–Z) Click on the letters below to browse the content alphabetically.
A significant hurdle in the drive toward marketing accountability has been the lack of agreed-upon marketing definitions as well as associated metrics and measures for evaluating outcomes from marketing activities. A singular authority for marketing terms and definitions encourages trust and collaboration.
Managed by MASB (Marketing Accountability Standards Board), the Common Language Marketing Dictionary is an ongoing collaboration of marketing’s top industry associations, combining the insights of leading academics and subject matter experts with input from the global business community.
Project Objectives
to eliminate ambiguity and definitional differences among functions within and across firms
to encourage trust and collaboration within and across functional areas in organizations, the marketing industry and the broader business community
to enhance marketing measurement and accountability through a commonly understood language of marketing
Project Partners
The Marketing Accountability Standards Board (MASB) of the Marketing Accountability Foundation, is an independent, private sector, self-governing body of marketing and finance academics and practitioners whose Mission is to: Establish marketing measurement and accountability standards for continuous improvement in financial performance and for the guidance and education of business decision-makers and users of performance and financial information.
The American Marketing Association (AMA) was established in 1937 by visionaries in marketing and academia. Today, the AMA has grown to be one of the largest marketing associations in the world, with over 30,000 members who work, teach and study in the field of marketing across the globe. As the leading organization for marketers, AMA is the trusted go-to resource for marketers and academics, counted on as the most credible marketing resource where members can stay relevant with knowledge, training and tools to enhance lifelong learning and obtain valuable information and connections.
Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA's membership includes more than 600 companies with 10,000 brands that collectively spend over $250 billion in marketing and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers.
Founded in 1961, the Marketing Science Instituteis a nonprofit, membership-based organization dedicated to bridging the gap between marketing science theory and business practice. With approximately 70 corporate members and a global network of academics, MSI provides a forum for the exchange of ideas and practices that advance marketing science and inspire solutions to real-world business problems.
Editorial Process
Marketing terms and definitions are researched by MASB staff and reviewed by an editorial panel appointed by the project partners. New marketing terms for the Common Language Marketing Dictionary may be proposed using the Feedback button. Your input is welcome! (Press the "Feedback" button on the upper right, then "Add Discussion.") If you are not a registered user, please email us atregistrar@themasb.org. .
We welcome comments that will help us improve the precision and clarity of our definitions. To submit general comments about the site or a suggestion for a new entry, please click on the Add Discussion bar below. If you have a comment on a specific term already in the dictionary, please make your comment on that page. Note: Comments are limited to registered users of this site. Click “Join” at the top right hand side of this page to apply. If you are not a registered user, and you have a suggestion for a new term or a comment on an existing term, please email registrar@themasb.org. Thank you all for your input. This dictionary depends on your interest and participation!
Marketing Terms (A–Z) Click on the letters below to browse the content alphabetically.
A significant hurdle in the drive toward marketing accountability has been the lack of agreed-upon marketing definitions as well as associated metrics and measures for evaluating outcomes from marketing activities. A singular authority for marketing terms and definitions encourages trust and collaboration.
Managed by MASB (Marketing Accountability Standards Board), the Common Language Marketing Dictionary is an ongoing collaboration of marketing’s top industry associations, combining the insights of leading academics and subject matter experts with input from the global business community.
Project Objectives
Project Partners
The Marketing Accountability Standards Board (MASB) of the Marketing Accountability Foundation, is an independent, private sector, self-governing body of marketing and finance academics and practitioners whose Mission is to: Establish marketing measurement and accountability standards for continuous improvement in financial performance and for the guidance and education of business decision-makers and users of performance and financial information.The American Marketing Association (AMA) was established in 1937 by visionaries in marketing and academia. Today, the AMA has grown to be one of the largest marketing associations in the world, with over 30,000 members who work, teach and study in the field of marketing across the globe. As the leading organization for marketers, AMA is the trusted go-to resource for marketers and academics, counted on as the most credible marketing resource where members can stay relevant with knowledge, training and tools to enhance lifelong learning and obtain valuable information and connections.
Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA's membership includes more than 600 companies with 10,000 brands that collectively spend over $250 billion in marketing and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers.
Founded in 1961, the Marketing Science Institute is a nonprofit, membership-based organization dedicated to bridging the gap between marketing science theory and business practice. With approximately 70 corporate members and a global network of academics, MSI provides a forum for the exchange of ideas and practices that advance marketing science and inspire solutions to real-world business problems.
Editorial Process
Marketing terms and definitions are researched by MASB staff and reviewed by an editorial panel appointed by the project partners. New marketing terms for the Common Language Marketing Dictionary may be proposed using the Feedback button. Your input is welcome! (Press the "Feedback" button on the upper right, then "Add Discussion.") If you are not a registered user, please email us at registrar@themasb.org.
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1946 Lanham Trademark Act
1966 Fair Packaging and Labeling Act
1992 Cable Act
1992 Copyright Amendments Acts
1992 Telephone Disclosure and Dispute Resolution Act
AAUA/B Testing
ABC
ACV
AIDA
AIO
AMA
ANA
ANOVA
APM Facts
ARS Persuasion
Abandonment
Abandonment rate
Above the fold
Above-the-line cost
Absolute advantage
Absolute product advantage
Absolute URL
Accelerated development
Accelerated purchase
Acceptable price range
Accidental sample
Accommodation desk
Account
Account classification
Account executive
Account group
Account opener
Acquisition strategy
Acquisition value
Activation
Active listening
Activities, interests, and opinions
Activity-based costing
Activity goal (sales)
Activity quota
Actual value
Ad
Ad awareness
Adopter categories
Adoption process
Advertisement
Advertiser
Advertiser's copy
Advertising
Advertising agency
Advertising campaign
Advertising impression
Advertising media
Affidavit of performance
Agency
All commodity volume
American Marketing Association
Analysis of variance
Analytics
Annual growth
Art director
As is
Association of National Advertisers
Attention, Interest, Desire, Action (AIDA)
Attitudes (measurement)
Attitudes/Liking/Image
Attitudinal research
Audience
Authentic brand
Average frequency
Average price charged
Average price displayed
Average price paid
Average price per unit
Average unit price
Awareness
Awareness, attitudes, and usage
B&MB2B
B2C
BDI
BP/C
Back order
Backdoor selling
Backgrounder sheet
Backlink
Bait advertising
Bait and switch
Bait-and-switch advertising
Balance sheet method
Balanced scorecard
Balanced stock
Balloon test
Ban
Bangtail
Banner
Banner ad
Banner blindness
Barcode
Barriers to competition
Barriers to entry
Barter
Belongingness and love needs
Ben Franklin method
Benefit chain
Best by date
Best sellers
Best-seller list
Black Friday
Black Thursday
Blueline
Body copy
Bounce rate
Boxtop
Brand
Brand awareness
Brand choice
Brand development index
Brand equity
Brand evaluation
Brand fair market value
Brand knowledge
Brand mark
Brand name
Brand penetration
Brand preference
Brand valuation
Brand value
Break-even analysis
Break-even number of employees
Brick-and-mortar
Bricks-and-clicks
Broad product class
Broadcast television
Brown Thursday
Bundling
Business analysis (new-product development)
Business to business
Business to consumer
Buy-side optimizer
Buy-side platform
Buyer (Buying role)
Buying roles
CAGRCAI
CBD
CDI
CFR
CIA
CIF
CLTV
CLV
COD
CP
CPC
CPG
CPI
CPM
CPP
CPRP
CPT
CR
CRP
CTR
Cable television
Cable Television Consumer Protection and Competition Act of 1992
Calibrated
Call frequency
Call report
Call system
Campaign
Campaign integration (SEO marketing)
Cancellation
Canvasser
Capabilities
Capacity requirements planning
Carry-over effects
Carry-over models
Cartoon test
Cash before delivery
Cash cow
Cash discount
Cash flow
Cash in advance
Cash on delivery
Category development index
Category performance ratio
Causal
Cause and effect
Central funding
Centralized sales organization
Certification mark
Channel (distribution)
Channel (media)
Channel margins
Checking copy
Checking-list item
Circular
Circulation
Click (internet)
Clicks-and-bricks
Clicks-and-mortar
Clickstream
Clickthrough rate (internet)
Collect on delivery
Commercial
Commercialization
Common costs
Common purpose
Common rewards
Compensation
Competitive advantage
Competitive position
Compound annual growth rate
Comprehensive layout
Computer-assisted interviewing
Concentration ratio
Concept
Concept development
Concept evaluation
Concept generation
Concept testing
Conjoint analysis
Conspicuous consumption
Consumer
Consumer goods
Consumer knowledge
Consumer off-take
Consumer packaged good
Consumer protection legislation
Consumer sentiment index
Content ads
Content marketing
Content network
Content validity
Contest
Contextual advertising
Contextual distribution
Contextual network
Contextual search
Contextual search campaigns
Continuous improvement
Continuous improvement orientation
Controlled circulation
Convenience sample
Cooperative advertising
Copy testing
Copyright
Copyright Amendments Act of 1992
Copywriter
Cost analysis
Cost and freight
Cost insurance freight
Cost of capital
Cost per click (internet)
Cost per impression (internet)
Cost per mille
Cost per order (internet)
Cost per point
Cost per purchase
Cost per rating point
Cost per thousand
Cost per thousand impressions
Cost-oriented strategy
Counterpurchase
Coupon
Cross-functional team
Cumulative quantity discount
Customer
Customer equity
Customer lifetime value
Customer profit
Customer satisfaction
Cyber Monday
DARDMP
DPP
DSP
DTC
Damaged goods
Damaged merchandise
Dashboard
Data cleansing
Data-management platform
Database
Database marketing
Dating
Day-after recall
Dayparting
Deal
Deal merchandise
Deal proneness
Dealer imprint
Dealer listing
Dealer loader
Dealer tie-in
Decay of advertising effects
Deceitful diversion of patronage
Decennial census
Decentralized adjustment system
Decentralized management
Decentralized sales organization
Deceptive advertising
Deceptive pricing
Decider (Buying role)
Decision calculus model
Decision maker
Decline (Product life cycle stage)
Deduction
Deferred discount
Delisting
Demand-oriented pricing
Demand-side platform
Descriptive labeling
Destination page
Diffusion model
Digital media
Diminishing marginal returns
Diminishing marginal utility
Diminishing returns
Diminishing utility
Direct account
Direct product profitability
Direct response advertising
Direct to consumer
Discount
Discount rate
Discounted present value
Discounted value
Display
Display advertising
Distress merchandise
Distribution coverage
Distribution channel
Distribution metrics
Diverted goods
Diverted merchandise
Dollar market share
Domain
Doorway page
Downloads
Dummy layout
Duopoly
Durable goods
e-businesse-commerce
EBITDA
eCPM
EDLP
EVA
Early adopter (Adopter category)
Early majority (Adopter category)
Early markdown
Earnings before interest, taxes, depreciation, and amortization
Economic and technical position
Economic profit
Economic value added
Economic well-being
Economy pack
Effective cost per mille
Effective cost per thousand
Effective frequency
Effective reach
Electronic business
Electronic commerce
Email
Email address
Email clickthroughs
Email marketing
End cap
End display
End-of-aisle display
End user
Equity
Esteem needs
Evaluation
Even pricing
Everyday Low Price
Excluded keywords
Experience curve analysis
Experience curve effect
Exposure
Extensive problem solving
FAKFAQ
FAS
FMCG
FOB
FOB destination
FOB origin
FRT
Face validity
Face value
Facilitating agent
Facing
Fact sheet
Factor analysis
Factoral design
Factory outlet center
Factory pack
Fad
Fair market value
Fair packaging and labeling act (1966)
Family
Family brand
Family decision making
Family life cycle
Family packaging
Family roles
Fashion
Fashion coordination
Fashion cycle
Fashion product
Fast food outlet
Fast-moving consumer good
Firstep
Fixed costs
Flash recognition training
Flat rate
Flier
Flyer
Forecasting model
Formula selling
Four-firm concentration ratio
Free alongside ship
Free on board
Freight tariff
Freight-of-all-kinds rate
Frequency
Frequently asked questions
Front page (internet)
Full-line sales organization
Functional discount
GMROIIGRP
Galley proof
Game
Gamma distribution
Garbology
Gatekeeper (Buying role)
Gateway page
General costs
General merchandise store
General merchandise wholesaler
General sales manager
General store
Generic brand
Generic strategies
Genericize
Geo targeting
Geocentric orientation
Geodemography
Global account
Goods
Governance
Grade labeling
Gray Thursday
Gross margin
Gross margin return on inventory investment
Gross profit
Gross rating point
Growth (Product life cycle stage)
Guaranteed inclusion (internet)
Habit
Habit formation
Habitual buying behavior
Habitual decision making
Halo effect
Handbill
Hard goods
Hard sell
Harvesting strategy
Head terms
Headline
Health care marketing
Heavy usage index
Hedonic consumption
Hedonistic consumption
Herfindahl index
HI-LO pricing
Hierarchy of effects model
Hierarchy of needs
High-low pricing
High-pressure selling
Home page (internet)
House account
House-to-house salesperson
Household
Hurdle rate
I-marketingICS
IMC
IRR
Idea generation
Idea screening
Image (concept)
Image (measurement)
Imitation effect
Imitative strategy
Impact evaluation
Imperfect competition
Implementation
Implied warranty
Import tariff
Impression (advertising)
Impression (internet)
Impulse buying
Impulse product
Impulse purchase
Impulse-intercept merchandise
In-pack premium
Index of consumer sentiment
Index page (internet)
Individual brand
Industrial products
Influencer (Buying role)
Infomercial
Initiator (Buying role)
Innovator (Adopter category)
Input evaluation criteria (sales)
In-store display
Integrated marketing communication
Intentions (measurement)
Internal rate of return
Internet marketing
Internet session
Internet visit
Introduction (Product life cycle stage)
Inventory
Investment strategy
Invoice price
JIT inventory
Jobber
Judgment sample
Junket
Jury of executive opinion
Jury of expert opinion
Just-in-time inventory
KPI
Key account
Key items
Key performance indicators
Key success factors
Keystone markup
Keyword
Keyword cloud
Keyword density
Keyword marketing
Keyword phrase
Keyword research
Keyword stemming
Keyword stuffing
Keyword targeting
Keywords tag
Knowledge
Knowledge function of attitudes
LCVLSI
LTV
Label
Labeling
Laddering
Laggards (Adopter category)
Lagged effect
Landed cost price
Landing page
Lanham Trademark Act (1946)
Late majority (Adopter category)
Latent semantic indexing
Launch
Launch control
Law of comparative advantage
Law of demand
Law of diminishing marginal utility
Law of diminishing returns
Law of effect
Law of variable proportions
Lay-away
Layout
Lead
Lead generation
Lead users
Leader
Leader pricing
Leaflet
Leverage
Licensing
Lifestyle analysis
Lifetime customer value
Liking (measurement)
Line extension
List of key items
List price
Logo
Long tail
Loop layout
Loss leader
Loss leader pricing
MAFMASB
MIS
MkIS
MMAP
MMAP characteristics
MROI
MSI
Macro segmentation
Macroenvironment
Macromarketing
Magazine
Magazine supplement
Magnuson-Moss Warranty Act
Mail questionnaire
Mail-order house
Main page (internet)
Maintained item
Maintained markup
Majority fallacy
Make-good
Mall
Mall intercept
Mall-type shopping center
Management information system
Management of marketing
Manipulation check
Manual submission
Manufacturer's brand
MarCom
Margin
Marginal utility
Markdown
Market concentration
Market evaluation
Market penetration
Market position
Market share
Market share rank
Market testing (new-product development)
Marketing
Marketing Accountability Foundation
Marketing Accountability Standards Board
Marketing analytics
Marketing at retail
Marketing campaign
Marketing channel
Marketing communications
Marketing communications campaign
Marketing database
Marketing forecasting model
Marketing information system
Marketing management
Marketing measurement
Marketing metric
Marketing Metric Audit Protocol
Marketing research
Marketing return
Marketing Science Institute
Marketing spending
Marketing strategy development (new-product development)
Markup
Maslow's hierarchy of needs
Mass media
Maturity (Product life cycle stage)
Mean end chain theory
Measurement
Mechanical
Media
Media channel
Media mix
Media plan
Media planning
Media vehicle
Merchandise
Merchandising
Merchant
Merchant middleman
Merchant wholesaler
Meta tag
Metric
Micro segmentation
Middleman
Misshipments
Mobile marketing
Model
Monopolistic competition
Monopoly
Monopsony
NADNARB
NBD
NPD
NPV
Naked link
Narrow product class
National account
National account manager
National advertising
National Advertising Division
National Advertising Review Board
National brand
National rate
Navigation (internet)
Near-pack premium
Need satisfaction selling
Negative advertising
Negative appeal
Negative binomial distribution model
Negative keywords
Neighborhood shopping center
Net present value
Net price
Net profit
Net Promoter Score
Net reach
Never-out list
New product development
New product forecasting model
Noncumulative quantity discount
Nondurable goods
Non-probability sample
Numeric distribution
OCROEM
OTB
OTS
Objective
Objective-and-task budgeting
Observation
Observation error
Obsolescence
Odd lot
Odd price
Odd-even pricing
Off-invoice allowance
Off-price shopping center
Off-retail percentage
Offer
Oligopolistic competition
Oligopolistic environment
Oligopoly
Oligopsony
Omnibus panel
On order
On-pack premium
On-percentage
One hundred percent location
One price policy
One price retailer
Online marketing
Open account
Open credit
Open dating
Open order
Open rate
Open-to-buy
Opinion
Opportunity-to-see
Optical character recognition
Original equipment manufacturer
Outcome evaluation
Output evaluation criteria (sales)
Output to input ratio (sales)
Overhead
P4PPACT
PACT Principles
PCV
PFP
PLC
POP advertising
POP display
POP marketing
POS display
PPC
PR
PSM
Package
Packaged good
Packaging
Page view
PageRank
Paid circulation
Paid inclusion (internet)
Panel, omnibus
Panel, true
Parallel barter
Parallel pricing
Parallel trading
Parasite store
Partially integrated division
Party selling
Paste-up
Path (internet)
Patronage discount
Pay for performance
Pay for performance advertising
Pay per click (internet)
Payback
Penetration
Perceived quality/esteem
Perceived value for money
Percentage margin
Perfect competition
Physiological needs
Pipeline sales
Plus-one dialing
Pocket price
Point of diminishing returns
Point of negative return
Point-of-purchase advertising
Point-of-purchase display
Point-of-purchase marketing
Point-of-sale display
Positioning Advertising Copy Testing
Pre-testing
Predictive
Premium
Price
Price discrimination
Price per statistical unit
Price premium
Price sensitivity
Price sensitivity meter
Price tailoring
Price threshold
Price versus competition
Primary demand
Principle of diminishing marginal productivity
Private brand
Probability sample
Product
Product category volume
Product class
Product commercialization
Product deletion
Product development
Product elimination
Product knowledge
Product launch
Product life cycle
Profit-based sales targets
Profitability metrics (retail products and categories)
Programmatic marketing
Promotions campaign
Proof of purchase
Protocol
Psychographics
Purchase discount
Purchase intentions
Pure competition
Purposive sample
QAQC
QR
QSR
Q-sort technique
Qualified market
Qualified, target, and served markets
Qualifying
Quality assurance
Quality assured
Quality control
Quality Score (Google)
Quality Index (Yahoo!)
Quantity discount
Query (internet)
Quick-response delivery system
Quick service restaurant
Quota
Quota sample
Quotation
R&DRDD
ROI
ROMI
ROS
Racetrack layout
Rack jobber
Radio wrap-around
Raincheck
Random digit dialing
Randomized response model
Rate
Rate card
Rate differential
Rate of return pricing
Rate regulation
Rating
Rating point
Ratio of output to input (sales)
Reach
Recency
Regiocentric orientation
Registered trademark
Reinforcement
Relative market share
Relative perceived quality
Relative price
Relevance to customer
Relevant
Reliable
Research & development
Respondent
Retail product and category profitability
Retailer
Retention rate
Return on investment
Return on marketing investment
Return on sales
Revenue market share
Revenue share of requirements
Roadmap
Roles
Rough
Routinized choice behavior
Routinized response behavior
SEOSERP
SKU
SKU profitability
SPPD
Safety needs
Safety stock
Saleable sample
Sales
Sales activity goal
Sales call
Sales call allocation grid
Sales contest
Sales demonstration
Sales discount
Sales engineer
Sales force administration
Sales force compensation
Sales force effectiveness
Sales force evaluation
Sales lead
Sales management
Sales per million
Sales per point of distribution
Sales potential forecast
Sales report
Sales revenue
Sales territory
Sales velocity
Sales volume
Satellite television
Screening of ideas
Search advertising
Search engine
Search engine optimization
Search engine optimizer
Search engine results page
Search results
Selective demand
Selective sample
Self-actualization needs
Sell by date
Sensitive
Sequential sample
Served impression (internet)
Served market
Service desk
Service mark
Service merchandiser
Services
Session (internet)
Share of category
Share of requirements
Share of shelf
Share of wallet
Shopping basket margin
Shopping cart (internet)
Shopping cart abandonment rate
Shopping center
Shopping mall
Shrinkage
Simple
Single price policy
Single price store
Slogan
Snowball sample
Social marketing
Social marketing perspective
Social marketing report
Social media
Social network
Soft goods
Sole usage
Stock keeping unit
Storyboard
Stub
Subhead
Subject
Subjective sample
Substitute products
Summative evaluation
Supplement
Sweepstakes
TOMATRP
TV
TVB
Tachistoscope
Tachistoscope training
Tactics
Tagline
Tags (internet)
Tail terms
Take-one pad
Take transaction
Tare
Target market
Target market identification
Target rating point
Target return pricing
Target revenue
Target volume
Targeting
Tariff (freight)
Tariff (import)
Task force (new-product development)
Team (new-product development)
Team, cross-functional
Team selling
Tear-off
Tearsheet
Technical salesperson
Technological change
Technological forecasting
Technological mapping
Telephone Disclosure and Dispute Resolution Act of 1992
Telephone interview
Television
Television Bureau of Advertising
Three-firm concentration ratio
Thresholds
Thumbnail
Top of mind awareness
Total costs (fixed + variable)
Total-market communications
Trade character
Trade discount
Trade name
Trademark
Traffic
Transparent
True panel
UPCURL
U.S. Census
Umbrella branding
Uniform resource locator
Unique visitor
Unit margin
Unit market share
Unit price
Unit share of requirements
Universal Product Code
Usage (measurement)
Use by date
User
User lifetime value
ValuationValue-in-use pricing
Value-oriented pricing
Van Westendorp Price Model
Variable costs
Variable price policy
Velocity
View (internet)
Viewable impression (internet)
Visit (internet)
Visitor (internet)
Volume
Volume projections
Wagon distributorWeb marketing
Web page
Website
Website traffic
Weight index
Weighted distribution
Wholesaler
Wholesaling
Willingness to recommend
Willingness to search
Workable competition
World orientation
We welcome comments that will help us improve the precision and clarity of our definitions. To submit general comments about the site or a suggestion for a new entry, please click on the Add Discussion bar below. If you have a comment on a specific term already in the dictionary, please make your comment on that page.
Note: Comments are limited to registered users of this site. Click “Join” at the top right hand side of this page to apply.
If you are not a registered user, and you have a suggestion for a new term or a comment on an existing term, please email registrar@themasb.org.
Thank you all for your input. This dictionary depends on your interest and participation!