Qualified Sales Lead

Sales leads that have been evaluated and are determined to meet the requirements to be a sales prospect.

Perception

The internal processing of stimuli (e.g., advertisements) that shapes how a person sees themselves and the world they live in.

Marketing Research

A critical component needed to make good marketing decisions by presenting a picture of what is occurring (or likely to occur) in a market and then offering alternative courses of action that may be followed by the marketer in order to reach their objectives.

Guarantee

Assurance offered by a marketer that the product will perform up to expectations or the marketer will support the customer's decision to replace, have the product repaired or accept a return for a refund.

Direct Retail Systems

A direct distribution system where a product marketer also operates their own retail outlets.

Advertising

A non-personal form of promotion delivered through media outlets that generally require the marketer pay for message placement.

Trade Allowances (also Off-Invoice Promotion)

A form of trade sales promotion offering channel partners short-term price breaks or other guarantees (e.g., buy back unsold product) for stocking product and, in many cases, for agreeing to promote the product such as placing product in a specific store location (i.e., display allowance) or highlighting the product in company-produced promotions (i.e., advertising allowance).

Qualitative Data Collection

Research approach, often dubbed touchy-feely research, that requires researchers to interpret the information gathered, most often without the benefit of statistical support.

Perceptual Filter

A component of the internal influences on consumer buying behavior that affects, through both conscious and subconscious processes, how a consumer perceives the world.

Marketing Research Plan

A formal plan presented by researchers to clients that offers critical information outlining how research objectives and how research will be conducted.

Hypothesis Testing

A key concept in scientific research, including marketing research, that is designed to test theory or "gut feelings" about some issues usually with the use of statistical analysis.

Disintermediation

A distribution channel concept which suggests that the growth of the Internet as a communication and distribution channel will lead to a flattening of the layers of distribution resulting in fewer resellers (e.g., wholesalers) as manufacturers and final buyers learn to transact directly.

Connected Stakeholders

Represent groups that are part of a marketing organization's external forces and who regularly interact with the marketing organization such as supply and distribution partners, industry standards groups and support companies (e.g., advertising agencies).

Advertising Clutter (also Promotional Clutter)

A concept in advertising (and promotion in general) that suggests that the existence of a large number of advertising messages within media outlets (e.g., television, newspaper, radio, etc.) makes it difficult for viewers to recognize and remember specific messages (e.g., ad for specific brand).

Quantitative Data Collection

Research approach that is at the heart of scientific research where numbers are used to measure or evaluate variables being studied and enabling the use of statistical analysis to offer potentially more supportable conclusions.

Peripheral Stakeholders

Represent groups, such religious organizations, community activists, and cause supporters, that are part of a marketing organization's external forces but that may not routinely impact the marketer unless specific issues arise.