| A | B |
|---|
| Market research | the process of systematically collecting, recording, analyzing, and presenting data related to marketing goods and service. |
| Secondary research | published data that have been collected for some other purpose |
| Primary research | original research conducted for a specific marketing situation |
| Observation method | research technique that involves watching actual behavior and recording it |
| Census | a study that counts everyone in the research population |
| Sample | a number of people who are representative of a study’s population |
| Direct channel | the path a product takes without the help of any intermediaries between the producer and consumer |
| Direct marketing | marketing activities to sell products directly to customers through the use of a customer database |
| Indirect channel | the path a product takes using intermediaries between the producer and consumer |
| Brand | a name, word or words, symbol, or design that identifies an organization and its products |
| Brand name | a word or words, letters, or numbers representing a brand that can be spoken |
| Trademark | a device that legally identifies ownership of a registered brand or trade name |
| Brand equity | the value a brand has beyond its actual function benefits |
| Co-branding | a branding strategy that combines one or more brands to increase customer loyalty and sales for each product |
| Intermediary brand | a brand that carries a name developed by the wholesaler, retailer, or catalog house |
| Generic brand | a brand that represents a general product category and does not carry a company or brand name |
| Licensing | an agreement that gives a company the right to use another’s brand name, patent, or other intellectual property for royalty or fee |
| Event marketing | all activities associated with the sale, distribution, and promotion of a sports event |
| Promotional mix | any combination of advertising, sales promotion, publicity, direct marketing, and personal selling |
| Advertising | any paid promotion of an idea, good, or service by an identified sponsor |
| Promotional advertising | advertising with a goal of selling an item being promoted |
| Institutional advertising | advertising with a goal of developing goodwill or a positive image |
| Sales promotion | a short-term incentive to get consumers interested in buying a product |
| Public relations | activities that promote the image and communications a company has with its employees, customers, investors, and public |
| Publicity | the free mention of a product or company in the media |
| Press release | a newsworthy article that provides the basic information to answer questions such as who, what, where, when, and why |
| Personal selling | direct communication by a salesperson to potential customers either in person or by telephone |
| Marketing plan | a written document that provides direction for the marketing activities of a company for a specific period of time |
| Executive summary | an overview of the entire marketing plan |
| Situation analysis | a study of the internal and external factors that impact a marketing plan |
| SWOT analysis | a study of strengths, weaknesses, opportunities, and threats |
| Marketing strategy | a method that identifies target markets to make marketing-mix decisions that focus on those target markets |
| Implementation | putting the marketing plan into action |
| Sports venue | facilities or locations where sporting events take place |
| Sports agencies | companies that specialize in marketing and managing sports events, sports teams, and professional athletes |
