The following glossary of terms is important for the following reasons:

• As marketing has become a more popular topic, marketing terms have been used more widely and perhaps increasingly with less clarity. It is vital, therefore, for the authors to define key words and phrases in terms of what they have been taken to mean when they have been used in this book.

• The meaning of some relevant terms varies between different countries and some terms may not be known to readers in some countries.

• At a time when marketing in leisure has an increasingly global dimension, there is no widely available published glossary of relevant terms.

It is clear that most of the terms used in marketing are English or, perhaps, more accurately, American. However, many relevant words also exist in other national languages.

A-C

Acorn

A method of clarifying residential neighbourhoods on the basis of who live there for use in direct mail or marketing research.

Advertising

Paid-for types of communication, designed to influence the attitudes and behaviour of the public as a whole or particular sections of people.

Allocentrics

A term coined by Plog (1977) for customers who are adventurous, outward-looking and like to take risks.

Anosff's matrix

A model developed by Igor Ansoff that suggests four different marketing strategies which organisations can adopt.

Arts

Creative activities carried out for commercial gain or personal pleasure.

Boston Consulting Group Matrix

A technique designed to show the performance of an individual product in relation to its major competitors...