Index · 220 concepts

All Concepts A–Z

Every concept explainer on this site, listed alphabetically by title and linked to its full page. Built from the titles and links on the Concepts index; compiled from openly licensed business & marketing curricula (OpenStax, Open Textbook Library).

Jump to: A B C D E F G H I J K L M N O P Q R S T U V W

A

8 concepts

A/B Testing in Marketing — Digital & Analytics
Aaker's Brand Equity Model — Product & Brand
Advanced PESTLE Analysis — Strategic Frameworks
Advertising Budget Methods — Promotion & IMC
Agile vs Waterfall — Management & Organization
AIDA — The Marketing Funnel — Marketing Fundamentals
Ambush Marketing — Promotion & IMC
Ansoff Growth Matrix — Strategic Frameworks

B

20 concepts

B2B vs B2C Buying — Consumer Behavior
Balanced Scorecard — Strategic Frameworks
BCG Growth-Share Matrix — Strategic Frameworks
Behavioral Segmentation — Marketing Fundamentals
Blue Ocean Strategy — Strategic Frameworks
Bounce Rate — Digital & Analytics
Brand Archetypes — Product & Brand
Brand Architecture — Product & Brand
Brand Elements — Product & Brand
Brand Extension — Product & Brand
Brand Licensing — Product & Brand
Brand Loyalty Pyramid — Product & Brand
Brand Positioning — Product & Brand
Brand Recall vs Brand Recognition — Product & Brand
Brand Revitalization — Product & Brand
Brand Storytelling — Promotion & IMC
Break-Even Analysis — Pricing
Bundle Pricing — Pricing
Business Model Canvas — Strategic Frameworks
Buy Classes: Straight Rebuy, Modified Rebuy, New Task — Consumer Behavior

C

29 concepts

Channel Conflict — Distribution & Place
Channel Design Decisions — Distribution & Place
Churn Rate — Digital & Analytics
Classical Conditioning — Consumer Behavior
Click-Through Rate (CTR) — Digital & Analytics
Co-Branding — Product & Brand
Cognitive Dissonance — Consumer Behavior
Cohort Analysis — Digital & Analytics
Competition-Based Pricing — Pricing
Competitive Advantage — Strategic Frameworks
Concentrated Marketing — Marketing Fundamentals
Consumer Perception — Consumer Behavior
Consumer Product Classification — Product & Brand
Content Marketing Strategy — Promotion & IMC
Contribution Margin — Pricing
Conversion Rate Optimization (CRO) — Digital & Analytics
Copy Platform — Promotion & IMC
Core Competencies — Strategic Frameworks
Cost Leadership Strategy — Strategic Frameworks
Cost-Plus Pricing — Pricing
Crisis Communication — Promotion & IMC
Cross-Cultural Consumer Behavior — Consumer Behavior
Cultural Influence on Consumption — Consumer Behavior
Customer Acquisition Cost (CAC) — Digital & Analytics
Customer Effort Score (CES) — Digital & Analytics
Customer Journey Mapping — Marketing Fundamentals
Customer Lifetime Value (CLV) — Digital & Analytics
Customer Satisfaction (CSAT) — Digital & Analytics
Customer-Based Brand Equity (Keller CBBE) — Product & Brand

D

9 concepts

DAGMAR Advertising Objectives — Promotion & IMC
Delegation — Management & Organization
Demographic Segmentation — Marketing Fundamentals
Differentiated Marketing — Marketing Fundamentals
Differentiation Strategy — Strategic Frameworks
Direct Marketing — Promotion & IMC
Direct-to-Consumer (D2C) — Distribution & Place
Diversification Strategy — Strategic Frameworks
Dynamic Pricing — Pricing

E

5 concepts

E-Commerce Channels — Distribution & Place
EDLP vs Hi-Lo Pricing — Pricing
Email Marketing — Promotion & IMC
Engagement Metrics — Digital & Analytics
Evaluation of Alternatives — Consumer Behavior

F

7 concepts

Family Buying Roles — Consumer Behavior
First-Mover Advantage — Strategic Frameworks
First-Touch vs Last-Touch Attribution — Digital & Analytics
Focus Groups — Marketing Fundamentals
Focus Strategy — Strategic Frameworks
Franchising as a Distribution Strategy — Distribution & Place
Freemium Pricing — Pricing

G

4 concepts

GE-McKinsey Matrix — Strategic Frameworks
Geographic Segmentation — Marketing Fundamentals
Gross Rating Points (GRPs) and TRPs — Promotion & IMC
Guerrilla Marketing — Promotion & IMC

H

4 concepts

Herzberg's Two-Factor Theory — Management & Organization
High vs Low-Involvement Decisions — Consumer Behavior
Horizontal Integration — Strategic Frameworks
Horizontal Marketing System — Distribution & Place

I

6 concepts

Industrial / B2B Product Classification — Product & Brand
Influencer Marketing — Promotion & IMC
Information Search — Consumer Behavior
Integrated Marketing Communications (IMC) — Promotion & IMC
Intensive, Selective, Exclusive Distribution — Distribution & Place
Internal SWOT for Organizations — Management & Organization

J

2 concepts

Joint Ventures & Strategic Alliances — Strategic Frameworks
Just-Noticeable Difference (Weber's Law) — Consumer Behavior

K

2 concepts

Kanban and Scrum — Management & Organization
Kotter's 8-Step Change Model — Management & Organization

L

7 concepts

Labeling Requirements — Product & Brand
Last-Mile Logistics — Distribution & Place
Lean Canvas — Strategic Frameworks
Lewin's 3-Step Change Model — Management & Organization
Lifestyle and the VALS Framework — Consumer Behavior
Line Extension — Product & Brand
LTV/CAC Ratio — Digital & Analytics

M

21 concepts

Market Development Strategy — Strategic Frameworks
Market Penetration Strategy — Strategic Frameworks
Market Positioning — Marketing Fundamentals
Market Segmentation — Marketing Fundamentals
Market(ing) Orientation — Marketing Fundamentals
Marketing Attribution Models — Digital & Analytics
Marketing Funnel Metrics — Digital & Analytics
Marketing Myopia — Marketing Fundamentals
Marketing Plan Structure — Marketing Fundamentals
Marketing ROI (ROMI) — Digital & Analytics
Maslow's Hierarchy in the Workplace — Management & Organization
Maslow's Hierarchy of Needs — Consumer Behavior
Mass Marketing — Marketing Fundamentals
McGregor's Theory X and Theory Y — Management & Organization
McKinsey 7S Framework — Strategic Frameworks
Mergers & Acquisitions Basics — Strategic Frameworks
Message Strategy — Promotion & IMC
Micromarketing — Marketing Fundamentals
Mission, Vision, Values — Strategic Frameworks
Motivation and the Drive State — Consumer Behavior
Multichannel vs Omnichannel — Distribution & Place

N

5 concepts

Native Advertising — Promotion & IMC
Needs, Wants, and Demands — Marketing Fundamentals
Net Promoter Score (NPS) — Digital & Analytics
New Product Development (NPD) — Product & Brand
Niche Marketing — Marketing Fundamentals

O

5 concepts

Omnichannel Strategy — Distribution & Place
Operant Conditioning — Consumer Behavior
Opinion Leaders — Consumer Behavior
Organizational Culture Types — Management & Organization
Organizational Structure Types — Management & Organization

P

30 concepts

Packaging Functions — Product & Brand
Penetration Pricing — Pricing
Perceptual Mapping — Marketing Fundamentals
Personal Selling Process — Promotion & IMC
Personality and Brand Personality — Consumer Behavior
PESTLE Analysis — Strategic Frameworks
Points of Difference — Marketing Fundamentals
Points of Parity — Marketing Fundamentals
Porter's Five Forces — Strategic Frameworks
Porter's Generic Strategies — Strategic Frameworks
Positioning Statement — Marketing Fundamentals
Post-Purchase Behavior — Consumer Behavior
Price Discrimination — Pricing
Price Elasticity of Demand — Pricing
Price Skimming — Pricing
Pricing Strategies — Overview — Pricing
Primary vs Secondary Research — Marketing Fundamentals
Private Label vs National Brand — Product & Brand
Problem Recognition — Consumer Behavior
Product Development Strategy — Strategic Frameworks
Product Life Cycle — Product & Brand
Product Line Length and Depth — Product & Brand
Product Line Stretching — Product & Brand
Product Mix and Product Line — Product & Brand
Programmatic Advertising — Promotion & IMC
Psychographic Segmentation — Marketing Fundamentals
Psychological Pricing — Pricing
Public Relations Tools — Promotion & IMC
Purchase Decision — Consumer Behavior
Push vs Pull Strategy — Promotion & IMC

Q

1 concepts

Qualitative vs Quantitative Research — Marketing Fundamentals

R

5 concepts

Reach and Frequency — Promotion & IMC
Rebranding — Product & Brand
Reference Groups — Consumer Behavior
Retention Curves — Digital & Analytics
Reverse Logistics — Distribution & Place

S

19 concepts

Sales Promotion Types — Promotion & IMC
Sampling Methods — Marketing Fundamentals
Scenario Planning — Strategic Frameworks
Search Engine Marketing (SEM) — Promotion & IMC
Second-Mover Advantage — Strategic Frameworks
Selective Attention — Consumer Behavior
SEM and Google Ads — Digital & Analytics
SEO Fundamentals — Digital & Analytics
Situational Leadership — Management & Organization
Social Class Influence — Consumer Behavior
Social Media Marketing Strategy — Promotion & IMC
Span of Control — Management & Organization
Sponsorship Marketing — Promotion & IMC
Strategic Fit — Strategic Frameworks
Subculture Marketing — Consumer Behavior
Supply Chain Management Basics — Distribution & Place
Survey Design — Marketing Fundamentals
Sustainable Competitive Advantage — Strategic Frameworks
SWOT Analysis — Strategic Frameworks

T

22 concepts

Target Marketing — Marketing Fundamentals
The B2B Buying Center — Consumer Behavior
The Consumer Decision Process — Consumer Behavior
The Extended Marketing Mix (7 Ps) — Marketing Fundamentals
The Macroenvironment — Marketing Fundamentals
The Market Research Process — Marketing Fundamentals
The Marketing Concept — Marketing Fundamentals
The Marketing Mix (4 Ps) — Marketing Fundamentals
The Microenvironment — Marketing Fundamentals
The Organizational Buying Process — Consumer Behavior
The Production Concept — Marketing Fundamentals
The Project Management Triangle — Management & Organization
The Selling Concept — Marketing Fundamentals
The Societal Marketing Concept — Marketing Fundamentals
The Strategic Planning Process — Strategic Frameworks
The Three Levels of Product — Product & Brand
Theory of Reasoned Action / Planned Behavior — Consumer Behavior
TOWS Matrix — Strategic Frameworks
Transformational vs Transactional Leadership — Management & Organization
Treacy & Wiersema Value Disciplines — Strategic Frameworks
Tricomponent Attitude Model — Consumer Behavior
Types of Retailers — Distribution & Place

U

1 concepts

Undifferentiated Marketing — Marketing Fundamentals

V

7 concepts

Value Chain Analysis — Strategic Frameworks
Value Proposition — Marketing Fundamentals
Value-Based Pricing — Pricing
Vertical Integration — Strategic Frameworks
Vertical Marketing System (VMS) — Distribution & Place
Viral Marketing — Promotion & IMC
VRIO Framework — Strategic Frameworks

W

1 concepts

Wholesaler Types — Distribution & Place