Consumer behaviourConsumer behaviour is the study of individuals, groups, or organisations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer's emotions, attitudes, and preferences affect buying behaviour. Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing, but has become an interdisciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology, ethnography, ethnology, marketing, and economics (especially behavioural economics).
Marketing researchMarketing research is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal is to identify and assess how changing elements of the marketing mix impacts customer behavior. This involves specifying the data required to address these issues, then designing the method for collecting information, managing and implementing the data collection process.
Positioning (marketing)Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors and different from the concept of brand awareness. In order to position products or brands, companies may emphasize the distinguishing features of their brand (what it is, what it does and how, etc.) or they may try to create a suitable (inexpensive or premium, utilitarian or luxurious, entry-level or high-end, etc.) through the marketing mix.
Intangible assetAn intangible asset is an asset that lacks physical substance. Examples are patents, copyright, franchises, goodwill, trademarks, and trade names, as well as software. This is in contrast to physical assets (machinery, buildings, etc.) and financial assets (government securities, etc.). Intangible assets are usually very difficult to value. They suffer from typical market failures of non-rivalry and non-excludability. Today, a large part of the corporate economy (in terms of net present value) consists of intangible assets.
KrogerThe Kroger Company, or simply Kroger, is an American retail company that operates (either directly or through its subsidiaries) supermarkets and multi-department stores throughout the United States. Founded by Bernard Kroger in 1883 in Cincinnati, Ohio, Kroger operates 2,720 grocery retail stores under its various banners and divisions in 35 states and the District of Columbia with store formats that include 134 multi-department stores, 2,277 combo stores, 188 marketplace stores, and 121 price-impact warehouse stores.
Influencer marketingInfluencer marketing (also known as influence marketing) is a form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field. Influencers are someone (or something) with the power to affect the buying habits or quantifiable actions of others by uploading some form of original—often sponsored—content to social media platforms like Instagram, YouTube, Snapchat, TikTok or other online channels.
Advertising agencyAn advertising agency, often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. An ad agency is generally independent of the client; it may be an internal department or agency that provides an outside point of view to the effort of selling the client's products or services, or an outside firm. An agency can also handle overall marketing and branding strategies promotions for its clients, which may include sales as well.
AdvertisingAdvertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement. Commercial advertisements often seek to generate increased consumption of their products or services through "branding", which associates a product name or image with certain qualities in the minds of consumers.
NeologismIn linguistics, a neologism (niːˈɒlədʒɪzəm; also known as a coinage) is any relatively recent or isolated term, word, or phrase that nevertheless has achieved popular or institutional recognition, and is becoming accepted into mainstream language. Most definitively, a word can be considered a neologism once it is published in a dictionary. Neologisms are one facet of lexical innovation, i.e. linguistic phenomena that introduce new terms and meanings into a language's lexicon.
AcronymAn acronym is a word or name consisting of parts of the full name's words. Initialisms or alphabetisms are acronyms formed from the string of initials which are usually pronounced as individual letters, as in the FBI (Federal Bureau of Investigation). But acronyms sometimes use syllables instead, as in Benelux (short for Belgium, the Netherlands, and Luxembourg), NAPOCOR (National Power Corporation), and TRANSCO (National Transmission Corporation). They can also be a mixture, as in radar (Radio Detection And Ranging) and MIDAS (Missile Defense Alarm System).
