Marketing Services Glossary

Database marketing is the management process of developing relationships with existing customers and new business prospects by electronically storing and analysing data to produce useful information on which to make future marketing decisions. You should speak to a full-service marketing agency about database marketing or any aspect of design agency services required in the development of relationship marketing or database marketing management.

The obtaining, recording and holding of information which can then be retrieved, used, disseminated or erased. The term tends to be used in connection with computer systems, and today is often used interchangeably with 'Information Technology'. A design agency Manchester-based specialising in design agency services including strategic marketing design or web development design can help with traditional or online data processing systems and their use in practice.

A law which makes organisations responsible for protecting the privacy of personal data. The current act (Data Protection Act 1998) is the United Kingdom's response to the requirement to implement National legislation in accordance with the European Directive 95/46/EC.

Using new technologies like digital TV to sell products and services. This term is no longer used anymore by marketing companies or by any advertising agency. A Manchester design agency once coined this phrase which is no longer used by any design agency in Manchester.

The individual or team responsible for making the final buying decision is referred to as the decision making unit (see also influencers).

A term often used by web design companies or online marketing consultants which means hyperlinking to a web page, a file on a web page or image on a web page On a website that bypasses that website’s homepage. Deep linking can be used by web design companies building websites for a number of reasons. A web design agency should be able to provide you with advice about deep linking strategies - such as the thinktank web design agency Manchester.

Demand is the desire for a product at the market price, whereas supply is the quantity available at that price at any given time. Demand and supply this term used by marketing consultants or economists. Design agency professionals and marketing agency professionals can influence on the dynamics of demand and supply in the short term by development of various strategies which are used by many global organisations, however the term is generally not one used by design agency professionals and is seen as a pure economics term by most people.

A graph used by marketing companies and Manchester design agency professionals to show how price affects the sales of a product with all other variables being constant is said to be a demand curve.

Setting the price on the basis of demand at various prices is a term used by marketing companies and is known as demand oriented pricing. This information must be fed into the design agency process for campaign development.

Human factors such as age, sex, education, religion, earnings, occupation (eg Design Agency Manchester Art Director) and geography which are used to classify customers for building target customer groups. For example behaviour can be different between customers in Manchester or Liverpool, or even between towns such as Salford, Cheadle, Altrincham, Wigan or Chester. When you add age or other factors, it is easy to see how human behaviour can differ widely - hence the term demographics.

A detailed interview used in market research or by a marketing consultant where the individual expresses a range of views rather than answering yes or no. These are used to a gain deep insight and understanding of issues. Result of depth interview is often fell into the design agency brief.

A market research question where the answer can either be one choice or another, e.g., yes or no. Marketing literature or salespeople can also make use of the dichotomous question. For Example, “Manchester or Liverpool?”, “Design Agency Liverpool” or “ Design Agency Manchester?” “Red or Blue?” are examples of dichotomous questions.

Ensuring that products and services have a unique element to allow them to stand out from the rest. Differentiation is probably the single most important element that a marketing consultant or marketing company uses making a product or service a stand out from the competition. A design agency or advertising agency may also use differentiation within design or overall message to differentiate products and services.

Digital print can be developed by a design agency or advertising agency as a cost effective way of printing when only a small amount of printed material is required. It differs from lithographic (standard) printing in both quality and cost.

Mass promotion where the advertising material goes to a known target audience, like direct mail. Direct mail is the domain of digital marketing specialists or marketing consultants involved in direct marketing and is generally designed by a good design agency with direct marketing experience.

Marketing products or selling goods from the producer direct to the end user without a middleman is known as as using the direct channel.

Where the company sells or 'divests' a product service or category for strategic marketing or sound business reasons

Direct Marketing Association. Design agency professionals marketing agency professionals can be DMA members.

A method of estimating an investment's current value based on the discounting of projected future revenues and costs. The further into the future the cash flow occurs, the more heavily it will be discounted.

Residue of personal income after statutory deductions at source.

Study at home via CD-Rom, online and workbooks. A web design agency and an off-line design agency are usually involved in development of materials, thinktank Manchester design agency services provide training companies with similar materials used for distance learning.

The process of getting the goods from the manufacturer or supplier to the user is the marketing or operational process called distribution.

An increase in the variety of goods and services produced by an individual enterprise or organisation. In marketing terms diversification represents a strategic decision to change course or direction for an organisation or to offer products or services to new markets. For example a traditional design agency may diversify into web design or web design advertising.

A product with a very low market share of a declining market, in marketing terms is said to be a dodo.

Downsizing is a euphemism which means reducing the number of employees and restructuring the company in order to increase profitability or maintain commercial viability (or both).

Differentiate - Reinforce - Inform - Persuade. This is yet another model used by marketing consultants or advertising agencies and is also included within the framework of developing materials within established design agency companies.