AIPMM CPMM flashcards

33 cards. Read the term and the definition here. The deck at the top of this page is optional.

Product life cycle

Four-stage model of a product's market life: introduction, growth, maturity, decline. Marketing objectives, pricing, and channel strategy change at each stage transition.

Market penetration pricing

Setting a low initial price to win rapid trial and share during introduction, accepting thinner margins in exchange for volume and competitive barrier.

Price skimming

Setting a high initial price to capture value from early adopters, then lowering price over time as competition and price sensitivity increase.

Ansoff matrix

Two-by-two grid of market penetration, product development, market development, and diversification, used to classify growth options by product and market newness.

BCG growth-share matrix

Portfolio tool classifying products as stars, cash cows, question marks, or dogs based on market growth rate and relative market share.

Marketing plan hierarchy

Business plan sets company objectives; marketing plan defines segment, positioning, and mix; campaign plans execute specific tactics within the marketing plan.

Objective-and-task budgeting

Budgeting method that defines required tasks and goals first, then sums the cost of each task. Considered most defensible because spend traces to objectives.

Competitive parity budgeting

Setting marketing budget at a level matching competitors, often as a share of sales. Simple but ignores differences in strategy and opportunity.

SMART objectives

Objectives stated as specific, measurable, achievable, relevant, and time-bound. Each marketing tactic should map to at least one SMART objective.

Variance analysis

Comparing actual results to plan, expressed as a percentage of plan, to identify material gaps that require a corrective tactical adjustment.

Creative brief

Document specifying objective, audience, key message, proof points, format, channel, deadline, owner, and approval path before creative work begins.

Message hierarchy

Structure of one primary message supported by a limited set of proof points, ordered by importance, so the audience recalls the core claim.

Approval gate

A required review checkpoint in deliverable production, such as brief sign-off, concept review, legal review, or final production sign-off.

Content calendar

Schedule mapping each deliverable to its channel and publish date, with dependencies, review lead times, and named owners listed.

Channel-fit rule

Principle that format, length, and creative treatment are determined by the destination channel before development starts, not adapted afterward.

Customer acquisition cost

Total marketing and sales spend divided by the number of new customers acquired in the same period. A core efficiency metric for campaigns.

Return on ad spend

Revenue generated divided by advertising spend. Differs from ROI because revenue, not profit, sits in the numerator.

Lead scoring

Ranking prospects by combining fit attributes such as demographics with intent signals such as engagement, to prioritize sales follow-up.

A/B test

Experiment changing one variable at a time with a predefined sample size and success metric, stopping only at the planned threshold.

Attribution model

Rule assigning conversion credit across touchpoints: first-touch, last-touch, linear, or time-decay. The model must be stated before reporting.

TAM SAM SOM

Nested market sizing: total addressable market, serviceable available market, and serviceable obtainable market. SOM is the realistic near-term target.

Porter's Five Forces

Framework assessing industry attractiveness through supplier power, buyer power, threat of new entrants, threat of substitutes, and competitive rivalry.

Primary versus secondary research

Primary data is collected specifically for the current question; secondary data already exists. Primary costs more but targets the exact decision.

Convenience sample

Non-random sample drawn from easily accessible respondents. Useful for early exploration but cannot support statistical generalization to a population.

Jobs to be done

Framework describing the functional, emotional, and social job a customer hires a product to perform, used to define opportunities from customer insight.

Value proposition

Statement combining target customer, unmet need, product category, key benefit, and proof of differentiation that explains why the offering is preferred.

Business case

Document presenting problem, proposed solution, market evidence, financial projection, risks, and a recommendation, used to justify investment in an opportunity.

Opportunity gate

Predefined decision checkpoint where an opportunity proceeds only if evidence meets thresholds for demand, feasibility, and strategic fit.

Lifetime value

Average revenue per customer multiplied by gross margin and expected retention life. Compared against acquisition cost to judge sustainability.

LTV to CAC ratio

Lifetime value divided by customer acquisition cost. A ratio near 3:1 is a common benchmark for sustainable acquisition economics.

Cohort analysis

Tracking groups of customers by their start period over time, separating genuine retention or behavior change from shifts in customer mix.

Leading versus lagging indicators

Leading indicators such as pipeline, trials, and engagement predict future outcomes; lagging indicators such as revenue and share confirm results after the fact.

PDCA cycle

Plan, do, check, act. Improvement method that tests changes as small experiments and confirms results before full-scale rollout.