Express Printing and Graphics
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Sunnyvale, CA 94089

Express Printing Sunnyvale
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Marketing Style Vocabulary

Marketing Style vocabulary and definitions


4 Ps:
the parameters that define the choices that must be made to bring a product or service to market. First described by E.J. McCarthy in 1960, they are: product (or service); placement; price; promotion.
7 Ps: an expansion of the four Ps to include people, positioning and packaging.

4 Ps of social marketing: publics, partnership, policy, purse strings.

B2B marketing: business-to-business marketing; one business selling to another business. Distinguished from consumer marketing.

B2C marketing: business-to-consumer marketing; a business selling directly to consumers. Distinguished from B2B marketing.

Direct marketing: a form of marketing that communicates directly with the target audience. Contrasts with media marketing through a third party using billboards, print, television or radio.

Loyalty marketing: a method of growing sales by retaining existing customers through incentives..

Mobile communicating: currently, a synonym for mobile marketing.

Mobile marketing: distribution of promotional or advertising messages using wireless networks; marketing to a mobile device such as a smart phone.

Niche marketing: marketing that targets a specific segment of buyers who share distinct characteristics. Niche markets, though sometimes small, can be very profitable.

Prospect: in selling, an individual, company or organization that has been qualified as a potential customer.

Relationship marketing: a marketing strategy that seeks to establish and maintain a relationship with a customer. Relationship marketing emphasizes customer retention over customer acquisition.

Social marketing:
the application of commercial marketing concepts to non-commercial ends that promote the well-being of society. Social marketing as a concept was developed in the 1970s by Philip Kotler and Gerald Zaltman, who defined social marketing as “differing from other areas of marketing only with respect to the objectives of the marketer and his or her organization. Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society.”

Social media: media for social interaction using web-based technology. Social media turns one-way communication into interactive dialogue. Sometimes called consumer-generated media


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