Marketingfachmann/-frau BP Switzerland key terms

Segmentation groups customers by meaningful differences in needs or behavior so that offer, access, and communication can be designed appropriately.

Positioning specifies a relevant distinctive benefit and competitive frame for a chosen audience, supported by the actual delivered customer experience.

The mix coordinates offer, price, distribution, and communication rather than treating each tactic as an independent substitute for strategy.

Cannibalization occurs when a new own offer displaces sales of an existing own offer rather than generating entirely incremental demand.

A supporting reason gives the audience a credible basis for believing the promised benefit instead of merely repeating an assertion.

Net reach counts distinct reached people within a defined audience and period, unlike gross contacts that can include repeated exposure.

Average frequency relates total contacts to distinct reached people and does not imply identical exposure for every individual in that group.

A useful brief aligns task, audience, objective, proposition, constraints, deliverables, timing, and evaluation so implementation can be assessed purposefully.

Click-through rate divides recorded clicks by impressions under a stated definition and does not itself measure purchase or customer value.

Cost per acquisition divides the relevant spend by a clearly defined acquisition event, such as a qualified lead or new customer.

Return on ad spend compares attributed revenue with advertising expenditure and must not automatically be interpreted as incremental net profit.

Incrementality concerns what changed because of an intervention relative to a suitable counterfactual, not merely which touchpoint receives attribution credit.

A sampling frame defines the units accessible for selection and can exclude relevant population groups even when the final sample is large.

Self-selection can make voluntary respondents systematically different from the intended population, limiting how confidently results can be generalized beyond them.

Percentage points express the subtraction of two percentage levels, distinct from a relative percentage change measured against the initial level.

Confirmation bias favors evidence supporting a prior belief while neglecting contradictory information that could change the interpretation or decision.

An intermediary participates between provider and end customer, potentially adding market access and service while changing control, margin, and coordination.

An omnichannel approach coordinates relevant channel transitions and information from the customer’s perspective rather than merely adding disconnected contact points.

Safety stock is an additional buffer against demand or supply uncertainty and must be considered alongside service goals and inventory costs.

Customer relationship management coordinates relevant information and processes to support purposeful interactions, requiring suitable data quality, access, and follow-up ownership.

Swiss email marketing distinguishes prior consent from a specific existing-customer exception; sender identity and an accessible refusal mechanism remain important.

Contribution subtracts variable costs from revenue under the stated model and remains available for fixed costs and profit rather than equaling final profit.

A break-even calculation finds the activity level covering defined costs under explicit assumptions, not a guarantee of real demand or future success.

Sunk costs are past irrecoverable expenditure that should be distinguished from future consequences still affected by the current choice among alternatives.