Market Intelligence & Marketing Glossary

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This glossary for terms related to marketing and market intelligence wants to address most common terms that are explained here to better understand the market intelligence function. Please feel free to add on to this list by using our journal.

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Value Added: value that a company adds to the cost of its input as a result of its own activities thus arriving at its output price.

Value Assessment: identification of criteria by which the global value of a product is established relative to competitors and alternative interventions.

Value Chain Analysis: dividing the activities of a company into “value-adding” functions, comparing their contribution to competitors and thereby assessing the position of competitive advantage.

Variable Cost: costs that vary directly with the number of units produced and marketed.

Vertical Integration: expansion of a business by integrating businesses engaged in earlier or later stages of marketing.

Vertical Marketing System: a marketing channel in which channel activities are coordinated or managed by a single channel member to achieve efficient, low cost distribution aimed at satisfying target market customers.

Vision: a clearly expressed view of the future state the organization will aspire to attain.

Wholesaler: an intermediary that buys from a producer or another intermediary and sells to another reseller; performs such marketing activities as transportation, storage, and information gathering necessary to expedite exchanges.

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Also see the most comprehensive business intelligence glossary by Vernon Prior. Market & competitive intelligence thesaurus and glossary. Terms and terminology used in business intelligence.