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Marketing	Creating, communicating and delivering value to customers		tp-marketing-terms
Marketing mix (4 Ps)	Product, price, place, promotion		tp-marketing-terms
7 Ps of services marketing	The 4 Ps plus people, process and physical evidence		tp-marketing-terms
Product	What is offered to meet a need		tp-marketing-terms
Price	What customers pay		tp-marketing-terms
Place	How and where the product reaches customers		tp-marketing-terms
Promotion	How a company communicates about its offer		tp-marketing-terms
Market segmentation	Dividing a market into groups with similar needs		tp-marketing-terms
Demographics	Age, income, gender and other population traits		tp-marketing-terms
Psychographics	Attitudes, interests and lifestyles		tp-marketing-terms
Behavioral segmentation	Grouping by how customers act or use products		tp-marketing-terms
Targeting	Choosing which segments to serve		tp-marketing-terms
Positioning	How a brand wants to be seen relative to competitors		tp-marketing-terms
STP	Segmentation, targeting, positioning		tp-marketing-terms
Target audience	The specific group a message is meant for		tp-marketing-terms
Buyer persona	A fictional profile of an ideal customer		tp-marketing-terms
Brand	The identity and reputation of a product or company		tp-marketing-terms
Brand equity	The added value a brand name gives a product		tp-marketing-terms
Brand awareness	How well customers recognize a brand		tp-marketing-terms
Brand loyalty	Customers' continued preference for a brand		tp-marketing-terms
Logo	A symbol or design representing a brand		tp-marketing-terms
Slogan	A memorable phrase tied to a brand		tp-marketing-terms
Unique selling proposition	The feature that sets a product apart		tp-marketing-terms
Value proposition	The benefit promised to customers		tp-marketing-terms
Customer journey	The path a customer takes from awareness to purchase and beyond		tp-marketing-terms
Marketing funnel	Model of awareness, interest, decision and action		tp-marketing-terms
Conversion	A desired action, like a purchase or sign-up		tp-marketing-terms
Conversion rate	The percent of visitors who take the desired action		tp-marketing-terms
Lead	A potential customer who shows interest		tp-marketing-terms
Lead generation	Attracting and capturing potential customers		tp-marketing-terms
Customer acquisition cost	Cost to win one new customer		tp-marketing-terms
Customer lifetime value	Total value a customer brings over their relationship		tp-marketing-terms
Retention	Keeping existing customers		tp-marketing-terms
Churn	The rate at which customers leave		tp-marketing-terms
CRM	Customer relationship management system		tp-marketing-terms
Market research	Gathering information about customers and markets		tp-marketing-terms
Primary research	New data collected directly		tp-marketing-terms
Secondary research	Existing data collected by others		tp-marketing-terms
Focus group	A guided discussion with a small group of consumers		tp-marketing-terms
Survey	A set of questions given to many people		tp-marketing-terms
A/B testing	Comparing two versions to see which performs better		tp-marketing-terms
Competitive analysis	Studying rival products and strategies		tp-marketing-terms
Market share	A company's percent of industry sales		tp-marketing-terms
Pricing strategy	Approach to setting prices		tp-marketing-terms
Penetration pricing	Low initial price to win market share		tp-marketing-terms
Price skimming	High initial price that is lowered over time		tp-marketing-terms
Premium pricing	High price to signal quality		tp-marketing-terms
Loss leader	A product sold at a loss to attract customers		tp-marketing-terms
Freemium	Free basic service with paid upgrades		tp-marketing-terms
Bundling	Selling several products together as a package		tp-marketing-terms
Distribution channel	Path a product takes to reach customers		tp-marketing-terms
Retailer	A business selling to final consumers		tp-marketing-terms
Wholesaler	A business selling in bulk to retailers		tp-marketing-terms
Direct-to-consumer	Selling straight to customers without middlemen		tp-marketing-terms
Omnichannel	A seamless experience across online and offline channels		tp-marketing-terms
Advertising	Paid, non-personal promotion		tp-marketing-terms
Public relations	Managing a brand's relationship with the public and media		tp-marketing-terms
Sales promotion	Short-term incentives like coupons and discounts		tp-marketing-terms
Personal selling	Direct, person-to-person selling		tp-marketing-terms
Word of mouth	People recommending a brand to others		tp-marketing-terms
Influencer marketing	Partnering with people who have social reach		tp-marketing-terms
Content marketing	Creating valuable content to attract an audience		tp-marketing-terms
Inbound marketing	Drawing customers in through useful content		tp-marketing-terms
Outbound marketing	Reaching out directly to audiences, like ads and cold calls		tp-marketing-terms
Email marketing	Promoting through email messages		tp-marketing-terms
Social media marketing	Promoting through social platforms		tp-marketing-terms
SEO	Search engine optimization to earn organic search traffic		tp-marketing-terms
SEM	Search engine marketing, including paid search ads		tp-marketing-terms
Pay-per-click	Advertising where you pay each time an ad is clicked		tp-marketing-terms
Impression	One display of an ad		tp-marketing-terms
Click-through rate	Clicks divided by impressions		tp-marketing-terms
CPM	Cost per thousand impressions		tp-marketing-terms
Reach	Number of unique people who see a message		tp-marketing-terms
Frequency	Average number of times a person sees a message		tp-marketing-terms
Engagement	Interactions with content, like likes and comments		tp-marketing-terms
Call to action	A prompt telling the audience what to do next		tp-marketing-terms
Landing page	A page designed to turn visitors into leads or customers		tp-marketing-terms
Retargeting	Showing ads to people who visited before		tp-marketing-terms
Affiliate marketing	Paying partners for sales they refer		tp-marketing-terms
Viral marketing	Content that spreads rapidly through sharing		tp-marketing-terms
Guerrilla marketing	Low-cost, creative, unconventional promotion		tp-marketing-terms
Product life cycle	Introduction, growth, maturity, decline		tp-marketing-terms
Product differentiation	Making a product stand out from rivals		tp-marketing-terms
Market penetration	Selling more of existing products in existing markets		tp-marketing-terms
Product development	Creating new products for existing markets		tp-marketing-terms
Ansoff matrix	Framework of four growth strategies		tp-marketing-terms
Net Promoter Score	A measure of customers' willingness to recommend		tp-marketing-terms
Marketing ethics	Standards of honesty and fairness in marketing		tp-marketing-terms
Greenwashing	Misleadingly claiming environmental benefits		tp-marketing-terms
Packaging	The container and design of a product		tp-marketing-terms
Point of sale	Where a transaction occurs		tp-marketing-terms
Upselling	Encouraging a more expensive version		tp-marketing-terms
Cross-selling	Suggesting related products		tp-marketing-terms
Testimonial	A customer's statement in praise of a product		tp-marketing-terms
Target market vs. mass market	Focused group versus the whole market		tp-marketing-terms