Marketing Fundamentals
German – English Terms
From A to Z. English technical term small above the German one.
All technical terms from the course from A to Z. Above each term is the English specialist term as used in tools, agencies, and international teams.
A
A/B TEST
A/B test
Comparison of two variants with two groups to find the more effective one.
AWARENESS
Attention
First stage of the journey: Someone notices an offer for the first time.
B
RETENTION
Bond
Phase in which existing customers are retained and delighted.
C
CONVERSION RATE
Conversion rate
Percentage of people who move from one stage to the next, e.g. from visit to purchase.
CUSTOMER JOURNEY
Customer Journey
A person's journey from their first contact with an offer through to recommendation.
E
EARNED MEDIA
Earned Media
Earned reach through recommendations, reviews, or press coverage.
F
FUNNEL
Funnel
Funnel model showing how many people progress at each stage.
J
JOBS TO BE DONE
Jobs to be done
A method that asks what task someone wants to achieve with a product or service.
K
CHANNEL
Channel
The way in which a message reaches people, e.g. a poster, newsletter or conversation.
KPI
Metric
A figure showing progress towards a goal. In English: Key Performance Indicator.
M
MARKETING MIX
marketing mix
The four pillars of product, price, place and promotion, also known as the 4Ps.
FEATURE
Feature
Objective, verifiable feature of an offer.
MOMENT OF TRUTH
Moment of truth
A point of contact that truly defines the whole experience of an offer.
N
BENEFIT
Benefits
How the offer improves a person's everyday life.
Benefit ladder
Translation in three stages: from the feature, to the advantage, to the personal benefit.
VALUE PROPOSITION
Value proposition
A brief statement outlining what problem an offering solves, for whom, and what sets it apart from alternatives.
O
OWNED MEDIA
Owned Media
Your own channels such as your website, newsletter, shop window or packaging.
P
PAID MEDIA
Paid Media
Paid reach such as advertisements, billboards or sponsorship.
PERSONA
Persona
A fictional yet realistic person representing a segment of the target audience.
POSITIONING
Positioning
The place an offering occupies in the target audience's mind compared to alternatives.
S
SEGMENT
Segment
Group of people with similar needs or similar behaviour.
SMART GOALS
SMART
Evaluation framework for objectives: specific, measurable, achievable, relevant and time-bound.
T
Touchpoint
Touchpoint
Any point at which someone comes into contact with an offer.
U
CONSIDERATION
Consideration
Phase of the journey where someone compares options and looks for reasons for or against.
Z
TARGET AUDIENCE
Target audience
People for whom an offer is intended and whom the communication aims to reach.