Ambush marketing A deliberate attempt by a business or brand to associate itself with an event (often a sporting event) in order to gain some of the benefits associated with being an official sponsor without incurring the costs ofsponsorship. For example by advertising during television coverage of the event.
Ansoff matrix A model used in strategic marketing planning. The Ansoff Product/Market matrix model links marketing strategy with the general strategic direction of a business. It maps four potential product market strategies e.g. market penetration, product development, marketdevelopment and diversification on a matrix showing new versus existing products along one axis and new versus existing markets along the other.
Augmented brand The additional customer services and benefits (“added value”) that are built around the core product or service offering
Available market The total group of customers who have an interest in a interest in a product or service, have access to it, and have the ability to buy it
