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Glossary
| Term | Definition | Exam Relevance |
|---|---|---|
| Marketing Mix | Controllable 4P variables (Product, Price, Place, Promotion) used to meet target market needs | Direct PYQ topic |
| Product Life Cycle | Four-stage sales journey: Introduction, Growth, Maturity, Decline | PYQ 2021 |
| Market Segmentation | Dividing market into distinct groups with similar needs | Core STP concept |
| Positioning | Designing brand image to occupy distinct place in buyer's mind | STP Stage 3 |
| Penetration Pricing | Low initial price to gain market share quickly | Jio 2016 example |
| Skimming Pricing | High launch price targeting price-insensitive early adopters | iPhone pricing |
| AIDA Model | Attention→Interest→Desire→Action — promotional communication framework | Advertising theory |
| Integrated Marketing Comm | Coordinating all promo tools to deliver consistent brand message | Modern marketing |
| Brand Equity | Extra value a strong brand adds; Coca-Cola $106B (2023) | Branding concept |
| Digital Marketing | Marketing via internet and digital channels (SEO, SEM, social media) | 2026 new syllabus |
| SEO | Improving organic search rank through on-page/off-page techniques | Digital tool |
| SEM / PPC | Paid search advertising (Google Ads) — pay per click | Digital tool |
| Influencer Marketing | Brands partnering with social media personalities for promotion | India ₹2,344 Cr |
| ONDC | DPIIT's interoperable open network for e-commerce (2022) | Policy context |
| D2C | Brands selling directly to consumers without retail intermediaries | Boat, Mamaearth |
| MICE | Meetings, Incentives, Conferences, Exhibitions — business events tourism | PYQ 2023 |
| Consumer Behaviour | Study of how individuals make purchase decisions | Buying process |
| Cognitive Dissonance | Post-purchase doubt about purchase correctness | Post-buy stage |
| SERVQUAL | Service quality model measuring 5 dimensions (RATER) | Service marketing |
| Greenwashing | Misleading environmental marketing claims | ASCI 2023 guidelines |
| Supply Chain Mgmt | Integration of suppliers to retailers for efficient delivery | Distribution context |
| Quick Commerce | 10-minute delivery model (Blinkit, Zepto, Swiggy Instamart) | Modern distribution |
| Net Promoter Score | Loyalty metric: % Promoters − % Detractors (Bain & Co., 2003) | Customer loyalty |
| Price Elasticity | Responsiveness of demand to price change; >1=elastic, <1=inelastic | Pricing theory |
| Psychographic Segmentation | Segmenting by lifestyle, values, attitudes and personality | STP basis |