Marketing Terms

The idea is that a deep divide impedes the transition from the initial market to the mainstream market, as seen in the market penetration of new products and technologies in the technology industry.

A value proposition clarifies what other companies cannot offer and what the company can offer in response to what customers want (needs). If the company offers more than one product or service, it is necessary to create a value proposition for each product or service.

Critical mass refers to the juncture at which the diffusion rate of a product or service jumps all at once. Usually, when a product or service is introduced to the market, it is accepted by a segment of the consumer population called innovators and gradually spreads to the conservative consumer population via a segment called early adopters.

Inside sales is a term used to describe sales activities conducted in a non-personal manner using calls and e-mails. Among call-based sales techniques, inside sales is unique in that it is a sales activity that focuses on relationship building compared to other call-based sales techniques.

Lead nurturing refers to "nurturing prospective customers (leads) into customers.

FAB analysis is a framework used in presentation, sales, and product design, and is an acronym for Feature, Advantage, and Benefit.