The analysis of factors designed to answer the question, “how well is a firm doing compared to its competitors?” The analysis includes sales and profit figures in addition to the firm’s ratings in areas such as price, product, technical capabilities, quality, customer service, delivery, compared to each of the major competitors.

Competitive position refers to the position of one business relative to others in the same industry. This comparison includes:
1.     Market Position: relative share of market, rate of change of share, variability of share across segments, perceived differentiation of quality/service/price, breadth of product, and company images
2.     Economic and Technological Position: relative cost position, capacity utilization, technological position, and patented technology, product or process
3.     Capabilities: management strength and depth, marketing strength, distribution system, labor relations, relationships with regulators

These are products which are manufactured together, sold together, bought together, or used together. One product aids or enhance the the other.

This is the ultimate user or consumer of goods, ideas, and services. • See Also: Buying Roles 

This is the process by which consumers gather information about the alternatives available to them and assess those alternatives before making a choice among them. 

This refers to goods usually sold in smaller packages, carrying a low unit price, and distributed through food and drug retailers, being heavily promoted, and that are bought and consumed frequently. • Also Known As: Consumer Packaged Goods (CPGs), Fast-Moving Consumer Goods (FMCGs)

It is a technique for creating and disseminating valuable, relevant and consistent content that will attract and acquire a clearly defined audience, aiming at driving profitable customer action.

It is the principal reason a consumer buys a product, from the point of view either of the physical good it provides or the service performance, or because of the augmented dimensions of the product.  • Also Known As: Core Product

It is an internet advertising metric that measures the amount of money spent in achieving a click on an  advertisement. It is used to evaluate the cost effectiveness of Internet marketing.  • Example: Cost per click  = Advertising cost ÷ Ads clicked  • See Also: Pay Per Click