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Marketing plan glossary - c
 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)
You are more than welcome
to share your knowledge and suggest new terms or revise existing ones
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