A marketing manager acts as an intermediary between the company and the consumers. He ensures the proper communication of information on the company's products and services. He also makes sure to observe and analyze consumer opinions regarding the company's brand image in order to make changes or strengthen it. In addition, he monitors market trends, creates advertising campaigns, develops different strategies for price, product, distribution, and communication. In short, the goal of a marketing manager is to ensure that everything is set up and well-managed so that in the end the consumer buys the product or service of the company in question.
advertising
noun
The activity or profession of producing advertisements for commercial products or services.
Example: According to Mattelart, North American ADVERTISING agencies in Latin America have gone one step further by explicitly promoting models of political development (Mattelart 1978).
fr: la publicité
analytics
noun
The systematic computational analysis of data or statistics.
Example: Content ANALYTICS is relevant in many industries.
fr: analytique
billboard
noun
A large outdoor board for displaying advertisements.
Example: For example, the Woolworth Building (1913), dubbed the 'Cathedral of Commerce', was intended as a giant BILLBOARD to advertise to the world the achievement of Woolworth's five-and-ten-cent stores.
fr: panneau publicitaire
bounce rate
noun
The percentage of visitors to a particular website who navigate away from the site after viewing only one page.
Example: A rising BOUNCE RATE is a sure sign that your homepage is boring or off-putting.
fr: taux de rebond
brand management
noun
The activity of supervising the promotion of a particular brand of goods.
Example: Willcocks and Plant argue that the focus on service strategy tends to be more effective than solely on BRAND MANAGEMENT.
fr: gestion de la marque
brand positioning
noun
Brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers' minds.
Example: Nike's BRAND POSITIONING is "To bring inspiration and innovation to every athlete in the world.”.
fr: positionnement de la marque
break-even point
noun
The break-even point is the point at which what one earns matches what one spends After years of losing money the company has finally reached the break-even point, and we hope to make a profit soon.
Example: He also mentions that Bodycote exited from electroplating business (loss of £3.2 m in 2004), coming to a BREAK-EVEN POINT in 2005.
fr: seuil de rentabilité
buyer persona
noun
A buyer persona is a semi-fictional representation of your ideal customer. It's based on market research, actual data about your existing customers, and a few assumptions. It helps you to understand and relate to an audience that you want to market your products and services to.
Example: In this BUYER PERSONA example, you can get a good idea of who Rachel is by learning about her background, lifestyle, and challenges.
fr: personnage de l'acheteur
call-to-action button (CTA)
noun
A call to action (CTA) is a prompt on a website that tells the user to take some specified action. A call to action is typically written as a command or action phrase, such as 'Sign Up' or 'Buy Now' and generally takes the form of a button or hyperlink.
Example: "Buy now,” “Subscribe,” “Sign Up,” and “Learn More”. These CTAs serve as a bridge between your audience and conversion.
fr: bouton d'appel à l'action (CTA)
customer relationship management (CRM)
noun
Customer relationship management (CRM) is a technology for managing all your company's relationships and interactions with customers and potential customers. The goal is simple: Improve business relationships to grow your business.
Example: Revenue maximisation is greatly important, however customers are equally so, and getting the balance correct between RM and CUSTOMER RELATIONSHIP MANAGEMENT (CRM) is crucial.
fr: gestion de la relation client (CRM)
customer retention
noun
Customer retention refers to a company's ability to turn customers into repeat buyers and prevent them from switching to a competitor. Focus on buyer relationships with your existing customers to boost their brand loyalty.
Example: CUSTOMER RETENTION, based on trust, can be turned into loyalty.
fr: fidélisation de la clientèle
economic equilibrium
noun
Economic equilibrium is a condition or state in which economic forces such as supply and demand, are balanced.
Example: For example, the ECONOMIC EQUILIBRIUM for movie tickets could be $5, so buyers and sellers agree on the price and quantity.
fr: équilibre économique
engagement rate
noun
Engagement rates are metrics that track how actively involved with your content your audience is. Engaged consumers interact with brands through “likes” comments and social sharing. The engagement rate is a metric often used in analyzing the efficacy of brand campaigns.
Example: Our ENGAGEMENT RATE is very high since we do several contests on our Facebook page. Customers share it and give a "like".
fr: taux d'engagement
key performance indicator (KPI)
noun
A quantifiable measure of performance over time for a specific objective. KPIs provide targets for teams to shoot for, milestones to gauge progress, and insights that help people across the organization make better decisions.
Example: In order for the firm to re-assert its position in the market, it must focus on maximizing all these KPI's as opposed to simply increasing profits.
fr: indicateur clé de performance (KPI)
market share
noun
The portion of a market controlled by a particular company or product.
Example: A leading internet service provider with a 15 percent MARKET SHARE.
fr: part de marché
marketing funnel
noun
A marketing funnel is a series of stages to guide prospects through the customer journey. The funnel helps marketing teams plan and measure efforts to attract, engage, and convert prospects through content and other marketing materials, like landing pages and ads.
Example: In theory, the MARKETING FUNNEL is straightforward: It's the representation of your buyers' journey from prospect to customer.
fr: le parcours d'achat
referral
noun
An act of referring someone or something for consultation, review, or further action.
Example: Following the REFERRAL a risk assessment was carried out with Greg to identify the risks to himself and others; and also the factors that may put Greg at risk of relapse.
fr: référence
remarketing
noun
Remarketing is the tactic of serving targeted ads to people who have already visited or taken action on your website.
Example: After doing research to buy shoes, I kept seeing ads for these shoes. I realized it was REMARKETING.
fr: reciblage
retailing
noun
Sell (goods) to the public by retail.
Example: Buyer's power is high as Fresh Breath do not manufacture their products themselves and have to rely on others in manufacturing and RETAILING .
fr: vente au détail
return on investment (ROI)
noun
Return on investment (ROI) is a measure of the performance and efficiency of an investment. ROI is represented as a percentage of profit yielded by an amount of capital after costs and expenses over a certain period.
Example: RETURN ON INVESTMENT ratio has increased by 133% to 6.9
since the Period 1.
fr: retour sur investissement (ROI)
target audience
noun
Your target audience refers to the specific group of consumers most likely to want your product or service, and therefore, the group of people who should see your ad campaigns. Target audience may be dictated by age, gender, income, location, interests or a myriad of other factors.
Example: However it also targets professional chefs looking for new ideas, therefore it has a broad TARGET AUDIENCE.
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