Glossary of Marketing Terms

Seth Godin Interview with Sarah Petty


Photography Business Institute
Photography Business Institute

Glossary of Important Photography Marketing Jargon & Terms

Advertising – the act or practice of calling public attention to one’s product, service, need, etc., esp. by paid announcements in newspapers and magazines, over radio or television, on billboards, etc

Bitmap art – art with file names ending in .GIF, .BMP, .JPG, and .PCX; utilizes pixels that are saved in a file as a series of numbers; may become jagged when enlarged

Brand – a kind or variety of something distinguished by some distinctive characteristic; a mark made to identify a kind or variety of something distinguished by some distinctive characteristic

Brand equity – refers to the marketing effects or outcomes that increase a product with its brand name compared with those that would accrue if the same product did not have the brand name

Brand loyalty – a consumer’s commitment to repurchase the brand and can be demonstrated by repeated buying of a product or service or other positive behaviors such as word of mouth

Branding – in marketing, the sum total of a company’s value, including products, services, people, advertising, positioning, and culture

Business marketing – the practice of individuals, or organizations, including commercial businesses, governments and institutions, facilitating the sale of their products or services to other companies or organizations that in turn resell them, use them as components in products or services they offer, or use them to support their operations

Identity – the condition of being oneself or itself, and not another- the sense of self

Logo – a graphic representation or symbol of a company name, trademark, abbreviation, etc., often uniquely designed for ready recognition.

Marketing – the promotion of products, especially advertising and branding

Marketing management – business discipline focused on the practical application of marketing techniques and the management of a firm’s marketing resources and activities

Marketing mix – it’s elements are the basic, tactical components of a marketing plan; price, place, promotion, product

Marketing strategy – process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage

Mentor – a wise, influential and trusted counselor or teacher

Niche marketing – strategy whereby marketers devote 100% of their efforts toward a small segment of a market instead of the whole market Niche marketing generally appeals to smaller companies with limited resources

Positioning – has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization

Promotional marketing – business marketing strategy designed to stimulate a customer to take action towards a buying decision

Promotional Plan – outlines the promotional tools or tactics you plan to use to accomplish your marketing objectives

Relationship marketing – emphasizes customer retention and satisfaction, rather than a dominant focus on ‘point of sale’ transactions

Strategic marketing – the process of pleasing customers by discovering what they want and making sure you meet their needs

SWOT analysis – a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or business

Target market – segment to which a particular good or service is marketed; mainly defined by age, gender, geography, socio-economic grouping, or any other combination of demographics

Vector art – art used by computers (.EPS) saves images as lines with coordinates of their starting and ending points, takes up less space on a file; typically used to create business logos and signs