Business glossary
20 This is a glossary to help people in business fields. Marketing, Sales, Management, etc. terms
Hi, I'm Christ, I am a full-time student at Ahuntsic College. I've been in this program for 3 years. My glossary will be for me or any beginners in Business management program. This will include some marketing, sales, management words to help for a future job interview.
- Advertising Budget
- The money a company puts toward promoting its products and services to its target audiences. An advertising budget typically spans the cost of paid media, photography, printing, mailing, and the support of advertising professionals. Some businesses set their advertising budget based on a percentage of sales. Whatever your method, keep your return on investment (ROI) in mind. Any vendor should be able to give you a clear idea of what you should expect in return for the expense.
- fr: Budget publicitaire
- Breadcrumbs
- If you’re thinking "Hansel and Gretel," you’re right. This fairy tale duo left a trail of breadcrumbs as they ventured into the forest so they could find their way back home. Digital breadcrumbs serve the same purpose. They’re a form of website navigation that shows users the sections they’ve visited in the order they visited them so they can retrace their steps easily.
- Buyer Persona
- "A semi-fictional representation of your ideal customer based on market research and real data about your existing customers. While it helps inbound marketers like you define their target audience, it can also help sales reps qualify leads"
- Call to Action (CTA)
- What you want your target audience to do after receiving your marketing message. The call to action (CTA) clearly articulates the next step: learn more, contact us, shop now, follow us, sign up. A/B testing offers a great opportunity to experiment with different calls to action and optimize your messages with the CTAs that get the best audience response.
- fr: Appel à l'action
- CRM
- The practice of customer relationship management (CRM). The goals of CRM are to retain current customers, increase their spending, and convert prospects into new customers. CRM technology is used to manage information such as a summary of each interaction, indicators of intent to purchase, and purchase history. Analytics are also used to provide real-time insight into cross-sell and upsell opportunities at the individual customer level.
- Domain
- A domain or domain name is what comes between the @ in your email address and the .com, .org, .net, etc. (For example, yourname@domain.com.) Domains help your customers find and remember where your business is located on the internet. A subdomain is a portion of your domain—sales.domain.com or marketing.domain.com—that can be used to help increase deliverability of your email marketing.
- fr: Domaine
- Gatekeeper
- "A person who, or role that, enables or prevents information from getting to another person(s) in a company. For example, a receptionist or personal assistant."
- Hard Bounce
- An email that is rejected by an email server for a permanent reason. An email may hard bounce if a recipient email address or domain name doesn't exist—or the recipient email server has completely blocked the delivery. There are, however, occasionally times when a valid email address will hard bounce.
- HTML
- Hypertext markup language (HTML) is the coding language used to create web pages. With the help of CSS and JavaScript, HTML tells a web browser how to format, style, and link together text and images on a page. For example, the
tag is used to separate a block of text into paragraphs. HTML tags can also include attributes and values that tell the web browser what to do with the content.
- Inbound Marketing
- A marketing strategy that encourages people to actively seek out and engage with your brand. Social media, content marketing (such as sponsored content and blogs), and search engine optimization (SEO) are common tactics. Inbound marketing offers consumers something they want—information, entertainment, a chance to be heard—and places information about a product and service within this context. Inbound marketing attracts prospects and encourages them to engage with your brand in the hopes of converting them to paid customers.
- JavaScript
- A coding language that works with HTML to make dynamic web page content possible. Contact forms, sign-in pages, and shopping carts are all brought to you courtesy of JavaScript. JavaScript is also a key player in responsive web design, which uses the same code for desktop and mobile devices, making the user experience (UX) seamless.
- KPI
- Key performance indicators (KPIs) are quantifiable measures that help businesses evaluate their progress toward achieving important objectives. Although different businesses use different metrics, KPIs are always central to understanding how your company is performing and how you can improve that performance.
- Lead
- "A person or company who's shown interest in a product or service in some way, shape, or form.
- Margin
- "The difference between a product or service's selling price and the cost of production.
- fr: Marge
- Meta Keywords
- Words and phrases in the HTML meta keywords tag of a web page. Meta keywords help search engines identify what the page is about and rank its relevance to user searches accordingly. The keywords in your tag should reflect the content of your page. Otherwise, search engines will disregard the meta. In other words, you can’t add keywords to the meta tag to make up for a lack of relevant keywords in the content itself.
- fr: Mots clés méta
- Narrowcasting
- Sending a media message to a highly targeted audience. The opposite of broadcasting, narrowcasting is also considered a form of niche marketing. Narrowcasting has been around since the days of radio. In modern practice, it spans traditional direct mail, TV, email marketing, paid search, online video, and in-person event marketing. Trade shows can also be a particularly valuable forum for business-to-business (B2B) marketing.
- fr: Diffusion ciblée
- Objection
- "A prospect's challenge to or rejection of a product or service's benefits, and a natural part of the sales process."
- fr: Objection
- Pipeline
- "The step-by-step process sales reps go through to convert a prospect into a customer. The sales pipeline is often divided into stages for each step in the sales process, and the sales rep is responsible for moving opportunities through the stages. It can also refer to a visual representation of the sales process, where every open opportunity is arranged based on the sales stage they're in."
- Psychographics
- Your target audience’s values, beliefs, and behaviors that are relevant to your product or service. Like demographics, psychographics can help you segment your audience into highly relevant subgroups. That way you can tailor your messaging and get better advertising campaign results. Psychographics give you a peek into the minds of your customers so you can communicate more effectively.
- fr: Psychographie
- Search Engine Optimization (SEO)
- Changes made to the content and structured of a website to improve ranking on a search engine results page (SERP). Search engines recommend search engine optimization (SEO) efforts that benefit both the user and page’s ranking (white hat SEO). These include the use of relevant keywords in headlines (H1) and subheads, “friendly” URLs with keywords rather than strings of numbers, and schema markup to make results richer and more detailed.
