Page 203 - Corporate Communication

Cornelissen-Glossary.qxd 10/9/2004 9:06 AM Page 191

Glossary 191

Marketing All methods (advertising,direct marketing,sales promotion,
communications personal selling and marketing public relations) used by
a firm to communicate with its customers and prospec-
tive customers
Marketing concept The process by which the marketer responds to the
needs and wants of the consumer
Marketing mix The combination of marketing inputs that affect cus-
tomer motivation and behaviour. These inputs tradition-
ally encompass four controllable variables: the 4 Ps
Marketing objective A market target to be achieved reflecting corporate
strategy
Marketing public The use of what are traditionally seen as public relations
relations tools (media,free publicity) within marketing programmes;
used to reach marketing objectives
Marketing strategy The set of objectives that an organization allocates to its
marketing function in order to support the overall cor-
porate strategy, together with the broad methods chosen
to achieve these objectives
Matrix structure A structure where a professional has a dual reporting
relationship.This structure aims to foster both functional
expertise and coordination at the same time
MBA Master in Business Administration
Media Members or tools for disseminating the news; unbiased
third parties (press representatives); communication
channels for a certain campaign
Media coverage Mention in the media of a company, its products or
services
Media plan Recommendation for a media schedule including dates,
publications, TV regions, etc.
Media relations The function or process of gaining positive media atten-
tion and coverage
Media schedule Records of campaign bookings made or a proposal (with
dates, costs, etc.) for a campaign
Merchandising Traditionally in-store promotion and displays
Micro environment The immediate context of a company’s operations,
including such elements as suppliers, customers and
competitors
MIIS Management Intelligence and Information System –
system of collecting and examining environmental and/
or market data
Mission A company’s overriding purpose in line with the values
or expectations of stakeholders
Mission statement A company’s summary of its business philosophy and
direction
Monolithic identity A structure whereby businesses and product brands of an
organization all carry the same corporate name