|
Marketing plan glossary - p
 p
perceptual gap
> see objectives chapter (2); position and perceptual gaps (term is highlighted in red)
perceptual map or positioning map
> see analysis chapter (1); positioning (term is highlighted in red)
pestle/ pesto/ pest model
Explained in the opening section of the situation analysis, the 1sr out of 4 chapters of a marketing plan,
> see analysis chapter (1); business trends analysis - tip about learning the theory (pestle is highlighted in red)
porter’s five forces
> see analysis chapter (1); market analysis (term is highlighted in red)
position
> see objectives chapter (2); position and perceptual gaps
positioning
> see analysis chapter (1); positioning
pracademic
Related to the LEARN section of this site,
> see section learn with a pracademic approach
price-mix
The set of marketing-oriented considerations to do with pricing such as "pricing top-down" (comparing prices to competition), "pricing bottom-up" (reaching a price based on calculations of costs and margins), discount & rebate policy, methods of payments, etc.
> see analysis chapter (1); marketing-mix, table 5.1
> see objectives chapter (2); desired marketing-mix (term highlighted in red)
primary information
Related to marketing research,
> see analysis chapter (1); sources of information, table 8 (term highlighted in red)
product development strategy, see ansoff matrix
product life cycle (PLC)
A model demonstrating the cycle of a brand; pre-launch (phase 0), penetrating the market (phase 1), development (phase 2), stagnation (phase 3) while the fourth phase can be either re-positioning (equivalent to re-penetration) or decline if no action is being taken to re-position the brand,
> see objectives chapter (2); desired marketing-mix - a practical tip (term highlighted in red)
product marketing plan
A marketing plan that is prepared for a product or a line of products, but not for a whole company. Often in use in larger corporations by product managers or brand managers,
product-mix or service-mix
Three marketing-oriented considerations when a product or a service is involved: its brand name, its quality of service (also relevant to most products) and its physical characteristics (also relevant to most services),
> see analysis chapter (1); marketing-mix, table 5.1
> see objectives chapter (2); desired marketing-mix (term highlighted in red)
promotion, see marketing promotion
You are more than welcome
to share your knowledge and suggest new terms or revise existing ones
|
|
