Macromarketing
Marketing that focuses on adaptation to environmental and economic factors beyond the control of the company or marketer by analyzing general conditions and national sentiment.
Mark
The visual expression of a brand’s identity. It can be comprised of many things, ranging from color choice to type face. A mark is also referred to as a brandmark, trademark, symbol, logo, or identity.
Market Penetration
The market share of a service, product or company compared to others in the same category.
Market Position
Measure of a company's, or a product's, position in a market; defined as share of market multiplied by mind share (mind share: development of consumer awareness or popularity).
Market Profile
A summary of the general conditions of a market, such as information on buyers, competitors, and larger factors that affect a market.
Market Segmentation
The division of a larger demographic into smaller sub-sets comprised of people or groups with similar characteristics which make them want or need a specific product or service.
Market Share
A company's share of total sales of a category of product in a given market. It can be expressed either in terms of value (the worth of units sold) or volume (how many units sold).
Marketing
Involves the processes of developing, promoting, selling and distributing a service or product.
Marketing Aesthetics
The principles of perception used to enhance feelings and/or experiences of an audience in regards to brand identity.
Marketing Strategy
The overall strategy for a brand to concentrate its resources to attain market advantage, profitability, and increased brand awareness.
Mass Marketing
A marketing approach that focuses on high sales and low prices. Mass marketing ignores the specifics of demographic targeting and simply tries to reach the most amount of people possible.
Master Brand
The leading brand in a line or across a business, such as Sony or Pepperidge Farm, to which sub-brands can be added; a patent brand.
Media
The channels through which brand messages are delivered; examples are television, the internet, printed publications, direct mail, and outdoor posters.
Media Buy
The purchase of the advertising space for advertisements outlined in a media plan.
Media Plan
A media plan is the technical "plan of attack" for an advertising campaign. It details which advertisements will appear in which media and for how long.
Meme
An idea that self-reproduces like a virus; a catchphrase or concept, or other unit of social currency. Example: "Where's the beef?"
Metonymy
When a word can be substituted for another word which it is heavily associated with. A relevant marketing example is when a brand name becomes so pervasive that it is substituted for the object or act itself. Examples include referring to a tissue as a Kleenex or the act of internet searching as Googling.
Mind Share
The achievement of popularity and total awareness in a consumer population. Mind share refers to the direct association of a brand name with a product category.
Mission
The summarization of a brand’s overall goal for both the company and the consumer. A mission embodies a brand’s ideal identity, purpose, and relationship with its consumers.
Mission Statement
A concise statement of the purpose and/or aspirations of an organization.
Mobile Marketing
Marketing via a mobile device such as a cell-phone, tablet, or similar hand-held device. This can take the form of mobile-friendly web sites or more commonly an application distributed on the device’s network.
Monolithic Brand Architecture
A brand hierarchy defined by a master brand. Each sub-brand is an extension of the master brand.
Morpheme
"Naming Specialists" work with morphemes -- the smallest units of language that have meaning. Words are coined, neologisms are created.