Terminology




Conglomerate-Is a giant corporation composed of many smaller corporations. Ex. Viacom owns MTV, Spike, and Nickelodeon.



Demographic-The characteristics of human populations and population segments, especially when used to identify consumer markets. Ex.



Early Adopter- An early adopter or lighthouse customer is an early customer of a given company, product, or technology; in politics, fashion, art, and other fields, this person would be referred to as a trendsetter



Cool hunting- a new breed of marketing professionals, called cool hunters. It is their job to make observations and predictions in changes of new or existing cultural trends



The paradox of Cool hunting-it kills what it finds.



Synergy-Also called: synergism the potential ability of individual organizations or groups to be more successful or productive as a result of a merger. Ex. Sprite



Horizontal Integration-When a company expands its business into different products that are similar to current lines. Ex. A hot dog vendor starts selling hamburgers.



Ancillary Markets- generally refers to markets for feature films created by new television technologies. Ex. Disney; a market for theatrical films



The feedback loop-Channel or pathway formed by an 'effect' returning to its 'cause,' and generating either more or less of the same effect. A dialogue is an example of a feedback loop.