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Marketing Plan Glossary C

Marketing plan glossary - c
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 c

client (versus consumer & customer)
A general term including both existing consumers and potential customers,
> see
market segmentation (term highlighted in red)

closed-ended questions or closed questions
Questions that allow the interviewee to select one or more answers among a number of pre-set possibilities, including "others" as one of the alternatives when relevant.
Related to marketing research,
> see
creating a questionnaire (term highlighted in red)

co-budget
An advanced mode of collaboration among business partners where each party contributes half or part of the marketing budget,
> see action plan chapter (3); cooperative bodies (term highlighted in red)

community of practice (CoP)
> see definition at 
community (term highlighted in red)

company marketing plan, see
business marketing plan

competitive advantage
> see analysis chapter (1); 
swot analysis (term highlighted in red)

competitive analysis
> see analysis chapter (1); 
competitive analysis

cone of experience
Related to the LEARN section of this site,
> see 
learn by your senses (term highlighted in red)

consumer (versus customer)
An existing direct or indirect user of a product or a service unlike a customer who represents only the potential to become
a consumer,
> introduced:
market segmentation (term highlighted in red)

consumer behavior or consumer buyer behavior
> see analysis chapter (1);
sources of information (term highlighted in red)
> see under tools; a dedicated section about marketing plan & consumer behavior

consumer retention
Given that existing consumers are to be retained and not potential customers, the right term is "consumer retention" and not customer retention!
This is a relevant term throughout the marketing plan:
> analysis chapter (1); market segmentation (term highlighted in red)
> objectives chapter (2); desired market segmentation (term highlighted in red)
> action plan (3); maintaining marketing activities (term highlighted in red)


consumerism
Can be defined as a social movement seeking to increase the rights of buyers in relation to those of sellers,
> introduced:
marketing-mix - tip about learning the theory (term highlighted in red)

coopetition
A combination of ’cooperating’ with the ’competition’ and an advanced approach of mature managers.
> see cooperative bodies (term highlighted in red)

co-positioning
An advanced tool to create "real" partnerships as far as new products, by combining perceptions as presented on a perceptual map; Sony + Ericsson = SonyEricsson, etc.
> see action plan chapter (3);
cooperative bodies - practical tip (term highlighted in red)

corporate marketing plan, see business marketing plan

creativity
A practical innovation.
> see under tools; a dedicated section about
marketing plan & creativity
> related to action plan chapter (3); developing a new offer

csf matrix or critical success factors (CSF)
A quantitative way to analyze competition.
> see analysis chapter (1);
competitive analysis - tip about learning the theory (term highlighted in red)
> related to
quantitative competitive analysis

customer (versus consumer)
A potential direct or indirect user of a product or a service unlike a consumer who already consumes directly or indirectly,
> introduced:
market segmentation (term highlighted in red)


share your knowledge & contribute
You are more than welcome 
to share your knowledge and suggest new terms or revise existing ones


                                                                                                                  

                                                            

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