MARKETING GLOSSARY

# A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
There are 37 names in this directory beginning with the letter B.
B-roll
Commonly also called cutaways. B-roll is footage filmed to tell the story, very often to support a contributor or narrative within a corporate film or documentary

Bait & switch advertising
A misleading advertising offer intended to mislead the prospective customer into thinking that the company is selling a product at a price which the company has no intention of doing so. The purpose is to increase inquiries and thus switch the consumer to buy from the company. Some companies regard this as unethical marketing or unethical advertising

Balance of trade
The difference between a country's exports and imports.

Banner advertising
A small rectangular banner placed by companies on other web sites the hosting web site owner is paid revenue for the number of page impressions or the number of click throughs to the client web site. Banner advertising is much more sophisticated than when originally introduced to the web in the 1990s.

Banner exchange schemes
Method of networking whereby companies with complimentary products or services exchange banner adverts to increase traffic to their respective web sites. A cost-neutral marketing initiative.

Barriers to competition
Market forces which make entering the market difficult. Branding, advertising & promotion, patents, market entry restrictions and tariffs are examples of this. Marketers and investors often cite barrier to competition as a measure used to look at long term investment opportunity or revenue generation opportunity.

Barriers to market entry
The factors making successful new product development difficult to bring to market like the economy, laws and technical knowledge and ability. Barrier to market entry can often be increased for competitors by the successful acquisition of intellectual property rights such as patents or trademarks. These barriers to market entry can stop or slow down competition. This is a technique extensively used by marketers and patent agencies to prevent competition in the short-medium term.

Below-the-line cost
Any cost that is not itemised in a production budget.

Benefit segmentation
Dividing prospects and customers into groups based on what benefit they are looking for from a product. For example, some people choose bottled beers due to their perceived better taste whereas others may choose to drink them for 'trend or image' reasons.

Benefit selling
Where a salesperson states product benefits that closely match the prospective customers needs in order to win the sale. Marketing agencies employing senior or expert marketing consultants with a solid understanding of marketing principles will often work with clients to make sure that these benefit messages are relevant and successful when employed.

Beta product testing
Where software companies will freely distribute an early working version of a new product so that a mass user group can identify glitches and report back the problems to the product development team. Some companies such as apple choose not to adopt wide beta testing programmes and there is much debate about the effectiveness of beta programme testing.

Block plan
A store layout plan with actual sizes, shapes and locations off all store goods.

Body copy
The main text in an advert, company literature or web site. The body copy is used by marketing experts or nlp specialist marketing consultants to engage with client / customer groups in a way which persuades. You will buy from thinktank, methods which effectively mean that your body copy works better than ever before!

Bonus pack
A pack or carton giving extra away for free or a reduced price. A classic marketing tactic to enable customers to experience the product for the first time or to get more for free!

Boomerang method
A salesperson's method of turning an objection into a reason for acting immediately with the intention of strengthening the possibility of winning the sale.

Boston Growth Matrix
Cash cows, stars, problem child (question mark) and dogs. This tool developed by the boston consulting group is used to look for possible problems and helps with divesting and harvesting of products.

Brand
The brand is the name, logo and any special property that identifies a product or service in its own right. Legally it is referred to as a trademark if a company has applied for trademark status. The brand can be a single product, a group of products or the entire offer of a company (e.g., mcdonalds, coca cola, etc – these are all registered trademarks of their respective companies).

Brand awareness
The level of customer awareness of a brand's existence within a market. Experienced marketing consultants will know the difference between brand awareness and brand equity.

Brand choice
The purchase of one brand instead of another where a choice exists. Marketing services agencies know the power of brand choice by consumers or b2b customers.

Brand dilution
Weakening of brand image by launching too many line extensions or using the brand name across a wide variety of areas. There are rare examples of this actually working in practise like virgin, however, other factors have contributed to the success of brands like virgin and are beyond the scope of this text. Brand dilution as classically defined is not as relevant as it once was during the pre-internet era.

Brand equity
The value or perception of the qualities of a brand within a market, based on attitudes, beliefs and favourable consequences of using the brand. Marketing consultants understand the power of brand equity.

Brand extension (also called line extension)
The process of launching a new product line using an existing brand name and adding a 'tag' to identify it with. For example blackcurrant tango is a line extension of the tango brand.

Brand generic
Not the same as generic brand! A brand generic is the latter half of a brand identity. Hoover vacuum cleaner , hoover the brand and vacuum cleaner the generic.

Brand image
Perception of the brand in the mind of a prospective customer. People's beliefs, expectations and feelings about a brand.

Brand indifference
This is where the customer has no preference for one brand over another for whatever reason. Often these customers will purchase brands based on convenience, price or by chance (for further reading on chance try looking up the bernoulli principle in marketing textbooks).

Brand logo
The 'badge' of the brand, which may or may not include the brand name.

Brand loyalty
The bond of habit or tendency of a customer to buy a brand based on their beliefs, perception, attitudes and experience of use of that brand. Brand loyal customers have a very high barrier to 'switching' products (see brand switching).

Brand management
The management process carried out by a company and / or its agency responsible for developing all aspects of the brand.

Brand name
The part of a brand represented in letters or numerals. This does not include the logo. Brand positioning (see positioning)

Brand switching
Where a customer changes to another brand or exhibits buying behaviour that possesses no loyalty to buying one brand over another.

Break-even point
The period in time from product launch when the sales of a product equal the total cost of production, marketing administration and distribution of that product.

Break-even profit point
The time period when total sales costs since launch equals the total cost of product development and all other associated costs since launch. This time period always comes later than the break-even point.

Broadband
Also referred to as high speed internet, broadband is internet access at a high speed. There are various broadband speeds usually 8-20 times faster than a standard modem. Variations of high speed internet access are known as asdl (asymmetric digital subscriber line), dsl (digital subscriber line), t1, t2 etc.

Broadcast quality
This is a much higher quality production (and therefore more expensive) than needed for multimedia or vhs use.

Brown goods
Consumer electronic goods like tvs video's hi-fi.

Budget
Companies refer to the budget as 'sales budget' or 'marketing budget'. Sales budget refers to the amount of sales forecasted over a given period and marketing budget is the amount of money allocated to spend on marketing the product. It can be confusing sometimes.

Buying signal
Salespeople identify buying signals in order to 'close' a sale. These are often key phrases or visual signals given by customers.
# A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
There are 37 names in this directory beginning with the letter B.
B-roll
Commonly also called cutaways. B-roll is footage filmed to tell the story, very often to support a contributor or narrative within a corporate film or documentary

Bait & switch advertising
A misleading advertising offer intended to mislead the prospective customer into thinking that the company is selling a product at a price which the company has no intention of doing so. The purpose is to increase inquiries and thus switch the consumer to buy from the company. Some companies regard this as unethical marketing or unethical advertising

Balance of trade
The difference between a country's exports and imports.

Banner advertising
A small rectangular banner placed by companies on other web sites the hosting web site owner is paid revenue for the number of page impressions or the number of click throughs to the client web site. Banner advertising is much more sophisticated than when originally introduced to the web in the 1990s.

Banner exchange schemes
Method of networking whereby companies with complimentary products or services exchange banner adverts to increase traffic to their respective web sites. A cost-neutral marketing initiative.

Barriers to competition
Market forces which make entering the market difficult. Branding, advertising & promotion, patents, market entry restrictions and tariffs are examples of this. Marketers and investors often cite barrier to competition as a measure used to look at long term investment opportunity or revenue generation opportunity.

Barriers to market entry
The factors making successful new product development difficult to bring to market like the economy, laws and technical knowledge and ability. Barrier to market entry can often be increased for competitors by the successful acquisition of intellectual property rights such as patents or trademarks. These barriers to market entry can stop or slow down competition. This is a technique extensively used by marketers and patent agencies to prevent competition in the short-medium term.

Below-the-line cost
Any cost that is not itemised in a production budget.

Benefit segmentation
Dividing prospects and customers into groups based on what benefit they are looking for from a product. For example, some people choose bottled beers due to their perceived better taste whereas others may choose to drink them for 'trend or image' reasons.

Benefit selling
Where a salesperson states product benefits that closely match the prospective customers needs in order to win the sale. Marketing agencies employing senior or expert marketing consultants with a solid understanding of marketing principles will often work with clients to make sure that these benefit messages are relevant and successful when employed.

Beta product testing
Where software companies will freely distribute an early working version of a new product so that a mass user group can identify glitches and report back the problems to the product development team. Some companies such as apple choose not to adopt wide beta testing programmes and there is much debate about the effectiveness of beta programme testing.

Block plan
A store layout plan with actual sizes, shapes and locations off all store goods.

Body copy
The main text in an advert, company literature or web site. The body copy is used by marketing experts or nlp specialist marketing consultants to engage with client / customer groups in a way which persuades. You will buy from thinktank, methods which effectively mean that your body copy works better than ever before!

Bonus pack
A pack or carton giving extra away for free or a reduced price. A classic marketing tactic to enable customers to experience the product for the first time or to get more for free!

Boomerang method
A salesperson's method of turning an objection into a reason for acting immediately with the intention of strengthening the possibility of winning the sale.

Boston Growth Matrix
Cash cows, stars, problem child (question mark) and dogs. This tool developed by the boston consulting group is used to look for possible problems and helps with divesting and harvesting of products.

Brand
The brand is the name, logo and any special property that identifies a product or service in its own right. Legally it is referred to as a trademark if a company has applied for trademark status. The brand can be a single product, a group of products or the entire offer of a company (e.g., mcdonalds, coca cola, etc – these are all registered trademarks of their respective companies).

Brand awareness
The level of customer awareness of a brand's existence within a market. Experienced marketing consultants will know the difference between brand awareness and brand equity.

Brand choice
The purchase of one brand instead of another where a choice exists. Marketing services agencies know the power of brand choice by consumers or b2b customers.

Brand dilution
Weakening of brand image by launching too many line extensions or using the brand name across a wide variety of areas. There are rare examples of this actually working in practise like virgin, however, other factors have contributed to the success of brands like virgin and are beyond the scope of this text. Brand dilution as classically defined is not as relevant as it once was during the pre-internet era.

Brand equity
The value or perception of the qualities of a brand within a market, based on attitudes, beliefs and favourable consequences of using the brand. Marketing consultants understand the power of brand equity.

Brand extension (also called line extension)
The process of launching a new product line using an existing brand name and adding a 'tag' to identify it with. For example blackcurrant tango is a line extension of the tango brand.

Brand generic
Not the same as generic brand! A brand generic is the latter half of a brand identity. Hoover vacuum cleaner , hoover the brand and vacuum cleaner the generic.

Brand image
Perception of the brand in the mind of a prospective customer. People's beliefs, expectations and feelings about a brand.

Brand indifference
This is where the customer has no preference for one brand over another for whatever reason. Often these customers will purchase brands based on convenience, price or by chance (for further reading on chance try looking up the bernoulli principle in marketing textbooks).

Brand logo
The 'badge' of the brand, which may or may not include the brand name.

Brand loyalty
The bond of habit or tendency of a customer to buy a brand based on their beliefs, perception, attitudes and experience of use of that brand. Brand loyal customers have a very high barrier to 'switching' products (see brand switching).

Brand management
The management process carried out by a company and / or its agency responsible for developing all aspects of the brand.

Brand name
The part of a brand represented in letters or numerals. This does not include the logo. Brand positioning (see positioning)

Brand switching
Where a customer changes to another brand or exhibits buying behaviour that possesses no loyalty to buying one brand over another.

Break-even point
The period in time from product launch when the sales of a product equal the total cost of production, marketing administration and distribution of that product.

Break-even profit point
The time period when total sales costs since launch equals the total cost of product development and all other associated costs since launch. This time period always comes later than the break-even point.

Broadband
Also referred to as high speed internet, broadband is internet access at a high speed. There are various broadband speeds usually 8-20 times faster than a standard modem. Variations of high speed internet access are known as asdl (asymmetric digital subscriber line), dsl (digital subscriber line), t1, t2 etc.

Broadcast quality
This is a much higher quality production (and therefore more expensive) than needed for multimedia or vhs use.

Brown goods
Consumer electronic goods like tvs video's hi-fi.

Budget
Companies refer to the budget as 'sales budget' or 'marketing budget'. Sales budget refers to the amount of sales forecasted over a given period and marketing budget is the amount of money allocated to spend on marketing the product. It can be confusing sometimes.

Buying signal
Salespeople identify buying signals in order to 'close' a sale. These are often key phrases or visual signals given by customers.