BTEC Business - Unit 2 - Developing a Marketing Campaign
Study online at https://quizlet.com/_cnk30o
1. marketing the process by which companies create value for customers and build strong
customer relationships in order to capture value from customers in return
2. customer de- wants backed by buying power
mand
3. anticipating de- looking at latest trends to anticipate demand on sales.
mand
4. marketing aims targets set to the marketing function to support overall campaign objectives
and objectives
5. increasing mar- - To increase the percentage of total sales in a market a business has
ket share
6. diversification a strategy of increasing sales by introducing new products into new markets
7. viral marketing marketing activities that aim to increase brand awareness or sales by consumers
passing a message along to other consumers
8. brand loyalty consistent preference for one brand over all others
9. brand awareness Measures how many consumers in a market are familiar with the brand and
what it stands for; created through repeated exposures of the various brand
elements (brand name, logo, symbol, character, packaging, or slogan) in the firm's
communications to consumers.
10. mass market all possible customers in a market, regardless of the differences in their specific
needs and wants
11. niche market A smaller part of a larger market in which customers have more specific needs and
wants
12. set of traits people attribute to a product as if it were a person
1/8
, BTEC Business - Unit 2 - Developing a Marketing Campaign
Study online at https://quizlet.com/_cnk30o
brand personali-
ty
13. brand image The consumers' beliefs about the company and/or its goods or services often in
terms of quality, price, and value
14. unique selling a strategy of differentiating a product by communicating its unique attributes;
proposition (USP) often becomes the common theme or slogan in the entire advertising campaign
15. market segmen- the process of dividing a market into meaningful, relatively similar, and identifiable
tation segments or groups
16. Internal influ- cost of campaign; availability of finance; expertise of staff; size and culture of the
ences on market- business
ing objectives
17. budgetary con- marketing plans should have a budget to ensure that the business doesn't over-
straints spend/justify its expenditure due to the impact of the sales.
18. External influ- -market and competition
ences on market- -economic factors
ing objectives -political factors
-social factors
-ethics
-technology
19. Target Market a set of buyers sharing common needs or characteristics that the company decides
to serve
20. market trends Shifting preferences in the market. Trends reflect changing opinions, habits, and
ideas that can affect what types of products and services customers will buy.
21. market structure The nature and degree of competition among firms operating in the same industry.
2/8
Study online at https://quizlet.com/_cnk30o
1. marketing the process by which companies create value for customers and build strong
customer relationships in order to capture value from customers in return
2. customer de- wants backed by buying power
mand
3. anticipating de- looking at latest trends to anticipate demand on sales.
mand
4. marketing aims targets set to the marketing function to support overall campaign objectives
and objectives
5. increasing mar- - To increase the percentage of total sales in a market a business has
ket share
6. diversification a strategy of increasing sales by introducing new products into new markets
7. viral marketing marketing activities that aim to increase brand awareness or sales by consumers
passing a message along to other consumers
8. brand loyalty consistent preference for one brand over all others
9. brand awareness Measures how many consumers in a market are familiar with the brand and
what it stands for; created through repeated exposures of the various brand
elements (brand name, logo, symbol, character, packaging, or slogan) in the firm's
communications to consumers.
10. mass market all possible customers in a market, regardless of the differences in their specific
needs and wants
11. niche market A smaller part of a larger market in which customers have more specific needs and
wants
12. set of traits people attribute to a product as if it were a person
1/8
, BTEC Business - Unit 2 - Developing a Marketing Campaign
Study online at https://quizlet.com/_cnk30o
brand personali-
ty
13. brand image The consumers' beliefs about the company and/or its goods or services often in
terms of quality, price, and value
14. unique selling a strategy of differentiating a product by communicating its unique attributes;
proposition (USP) often becomes the common theme or slogan in the entire advertising campaign
15. market segmen- the process of dividing a market into meaningful, relatively similar, and identifiable
tation segments or groups
16. Internal influ- cost of campaign; availability of finance; expertise of staff; size and culture of the
ences on market- business
ing objectives
17. budgetary con- marketing plans should have a budget to ensure that the business doesn't over-
straints spend/justify its expenditure due to the impact of the sales.
18. External influ- -market and competition
ences on market- -economic factors
ing objectives -political factors
-social factors
-ethics
-technology
19. Target Market a set of buyers sharing common needs or characteristics that the company decides
to serve
20. market trends Shifting preferences in the market. Trends reflect changing opinions, habits, and
ideas that can affect what types of products and services customers will buy.
21. market structure The nature and degree of competition among firms operating in the same industry.
2/8
