The CIM Marketing Dictionary

Norman Hart, John Stapleton

• Publisher: Routledge
• Year: 2012
• Print ISBN:
  9781138165922
• eBook ISBN:
  9781136008337
• Topic: Negocios y empresa
• Subtopic: Marketing
• Index: Marketing

The CIM Marketing Dictionary the 5th edition of the best-selling Dictionary of Marketing now contains over 3,000 terms. This greatly expanded dictionary spans the complete range of present-day marketing and associated terminology. Marketers will also find over 400 new entries covering the latest jargon they need to know in IT. In compiling this selection, the editor has drawn on his own extensive experience and sought the views of all the leading trade and professional associations. The CIM Marketing Dictionary will prove invaluable to all marketing professionals including marketing managers and directors, sales, marketing communications managers, specialists involved in purchasing, export and many other fields. Students of this subject will also find this book an essential reference point.

C

C1/C2 See Socio–economic groups.

Cable television System whereby incoming signals to domestic television sets is by cable connection to a central receiving source rather than each set having its own aerial. Of growing interest as more channels become available with increasingly complex aerial systems, and with the opportunity of specialized programmes being received by particular audience categories thus facilitating narrow–casting

CAD (Computer aided design) An element of computer aided engineering concerned with the drawing or physical layout of steps of engineering design.

Call analysis Study of salesperson’s customer calling patterns.

Call frequency Frequency with which salespeople visit or contact customers. Distinguished from conventional journey cycle by customer categorizing into groups of varying priority.

Call frequency schedule Salesperson’s journey plan.

Call planning A procedure whereby information is obtained, usually by telephone, which enables a call to be planned in advance as regards selling strategy and the timing of the call.

Call rate Number of personal contacts made with customers or prospects within a given period of time. See Journey planning.

Call report Summary, usually in writing, of visit by salesperson to a customer, account executive to client, or similar business meeting

Call to action The element of an advertisement which indicates to the reader, viewer, or listener what action to take next. Of growing importance in direct marketing and in relationship marketing. See also Response mechanisms.

Callback In market research, a call which is not answered, or to which there is no response, is further contacted in order to maintain strict sampling accuracy.

Callendered A paper whose surface is smoothed on the papermaking machine by passing it through rollers to achieve such an effect.

Calligraphy Handwriting, or lettering, as an art form.

Calling cycle Average period between calls on a given customer.

Camera–ready copy Finished artwork ready to be photographed for subsequent platemaking.

Campaign Organized course of action, planned carefully to achieve predefined objectives. Can relate to marketing, advertising, sales, public relations, or any part of the promotional mix.

Campaign plan Formal documentation of a campaign, beginning with campaign objectives and finishing with campaign monitoring and evaluation proposals.

Can Diminutive of canister. A metal container, usually of tin–coated mild steel or aluminium, for containing, preserving or dispensing liquids or solids, especially foodstuffs. Hence, colloquial form is ‘tin’. Opened except in the case of aerosols by a metal–cutting tool or by means of a ‘ring pull’.

Canned presentation Any sales or advertising presentation committed to memory and used consistently for all prospects. Often used by inexperienced or new personnel not yet able to deliver their own spontaneous presentation. May figure prominently in sales training sessions.

Cannibalism Brand sales being achieved at the expense of another brand within the same company.

Canvass (1) To interview a selected group either for research purposes or within a selling procedure. (2) Used in research to indicate coverage of an entire population rather than just a sample. Synonymous in this sense to polling or conducting a census. (3) In form of ‘cold’ canvass, reference is made to salesperson calls on prospects not previously contacted.

Canvasser Sales representative or selling agent calling direct on users or consumers. Cold canvassing is the term used to describe a salesperson’s uninvited (often the first) call on a prospect.

Capital Monetary measure of assets employed in a business, hence return on capital (ROC). See Yield.

Capital goods Goods, usually for industry or commerce, which are likely to remain permanent fixtures or to be used continuously for a long period of time, e.g. plant and machinery. Contrary term is consumer goods, those entirely consumed shortly after purchase, e.g. soap, foodstuffs, oil.

Capital intensive Firms or organizations using a high proportion of machinery relative to labour. As labour costs rise, there is a tendency to move towards automation, particularly in situations where machines prove cheaper or more efficient than manpower.

Captain’s entry Details provided by the master of a ship when requesting permission to unload.

Caption Short description relating to an illustration or diagram.

Captive audience Audience which, by virtue of its particular situation, is likely to be exposed to an advertising message in toto,e.g. a cinema or conference audience.

Captive market Group of purchasers who are obliged to buy a particular product due to some special circumstances, either where there is no other source of supply or where the supplier is the owner of the buyer’s company.

Car card Small poster displayed mostly above the windows of an underground train. Sometimes called ‘tube car panel’.

Card rates See Rate card.

Cardboard Popular term for paperboard.

Career salesperson Sales personnel choosing selling as a career rather than as a step in the promotional ladder.

Caret The symbol A used as a mark of omission in typescript or proof, showing where added matter is to be inserted in a line.

Carnet International Customs document allowing temporary duty–free import of certain goods into specified countries; normally used for the import of sales promotional samples of no commercial value or for works of art or capital equipment, etc. for temporary use, e.g. for exhibition purposes.

Carrier Organization or person undertaking to transport people or goods.

Carrier bag Plastic (or paper) bag for shopping. Often branded with a store or product name, and is reusable.

Carry–through rate Charging the higher time segment rate when a broadcast programme spans two segments.

Cartel (Kartei) Organization of a number of firms operating in one market intending to minimize competition. May take the form of ‘bulk agreements’ as used between the suppliers of post office exchange equipment; outstanding orders are shared out between the participating companies. Under progressive attack from EU Common Market institutions.

Carton Strictly a folding carton constructed from paperboard, ‘set–up’ or closed by an adhesive and/or by interlocking of end or side flaps. Most commonly made out of a white–lined board which is printed. Can contain one or a number of units, or dry goods such as powder....

Table of contents

• Cover
• The Chartered Institute of Marketing
• Books in the series
• Full Title
• Copyright
• Preface
• Acknowledgements
• A
• B
• C
• D
• E
• F
• G
• H
• I
• J
• K
• L
• M
• N
• O
• P
• Q
• R
• S
• T
• U
• V
• W
• X
• Y
• Z