Page 204 - Corporate Communication

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192 Glossary

Multinational A corporation whose operational and marketing activities
cover multiple countries over the world
Neo-classical economic A branch of theory that considers organizations from an
theory economic and profit-making perspective
NGO Non-governmental organization
Niche marketing The marketing of a product to a small and well-defined
segment of the market place
Noise See Channel noise
Non-verbal Transmission of a message without the use of words or
communications language
Objective A company’s defined and measurable aims for a given
period
Occupation A person’s temporary or regular employment
Organizational identity The shared values and sense-making of people within an
organization
Organization- A process of analysis that focuses on the organization –
environment analysis its strengths and weaknesses – and on factors and trends
in its environment
OTH Opportunities to hear – number of opportunities a target
consumer has of hearing an advertisement
OTS Opportunities to see – number of opportunities a target
consumer has of seeing an advertisement
PR See Public relations
Partnership promotion Joint promotions aiming to achieve additional exposure
Perception The way a corporation/product/event/stimulus is
received and evaluated by an individual
Personal selling One-to-one communication between a seller and
prospective purchaser
Persuasion A means by which a person or organization tries to
influence and convince another person to believe some-
thing or do something, using reasoning and coaxing in a
compelling and convincing way
Pitch Prepared sales presentation by an agency to a client orga-
nization, usually one-on-one
PLC Product life cycle – supposed stages of a product (e.g.
birth, growth, maturity and decline)
POS Point of sale – the location, usually within a retail
outlet, where the customer decides whether to make a
purchase
Porter’s five forces An analytic model developed by Michael E. Porter. The
five forces in terms of which the model analyses busi-
nesses and industries are: buyers, suppliers, substitutes,
new entrants and rivals