AIDB- All India Development Bank ATM- Automated Teller Machine is a machine uses a computer that verifi es your

account information and PIN (Personal Identification Number) and will dispense or deposit funds per your request)Annuity- Fixed amount of cash to be received every year for a specified period of time Asset/Liability Risk- A risk that current obligations/ liabilities cannot be met with current assets. Assets- Things that one owns which have value in financial terms. Banking Cash Transaction Tax (BCTT) - BCTT is a small tax on cash withdrawal from bank exceeding a particular amount in a single day Bank Credit Bank Credit includes Term Loans, Cash Credit, Overdrafts, Bills purchased & discounted, Bank Guarantees, Letters of Guarantee, Letters of credit. Bank Debits - Sum of the value of all cheques and other instruments charged against the deposited funds of a banks customer. Bank Rate - Interest rate paid by major banks if they borrow from RBI, the Central Bank of the country. Bank Statement - A periodic record of a customers account that is issued at regular intervals, showing all transactions recorded for the period in question Basis Point- Basis Point is one-hundredth of one percentage point (i.e. 0.01%), normally used for indicating spreads or cost of finance. Balance of Payment (BoP) BoP is a statement showing the countrys trade and financial transactions (all economic transactions), in terms of net outstanding receivable or payable from other countries, with the rest of the world for a period of time BR Act - Banking Regulation Act Cash reserve Ratio (CRR) - CRR is the amount of funds that the banks have to keep with the RBI. If the central bank decides to increase the CRR, the available amount with the banks comes down CAD- current account deficit Capital Adequacy Ratio (CAR) CRR is a ratio of total capital divided by risk-weighted assets and risk-weighted off-balance sheet items. Cash Credit (CC) - An arrangement whereby the bank gives a short-term loan against the selfliquidating security Certificate of Deposit (CD) - CD is a negotiable instrument issued by a bank evidencing time deposit Cheque - A written order on a bank instrument for payment of a certain amount of money. C-D ratio- Credit- Deposit Ratio Corporate Banking - Banking services for large firms CRAR - Capital to Risk-Weighted Assets Ratio Credit Crunch - Fall in supply of credit even though there is sufficient demand for it Cross default - Two loan agreements connected by a clause that allows one lender to recall the loan if the borrower defaults with another, and vice versa.

Deposit: A check or cash that is put into your bank account. Endorse: To sign the back of your check before cashing or depositing it, as proof that you are the person the check was written out to. Equitable mortgage - Mortgage under which one still owns the property which is security for the mortgage. The owner can occupy or live in the property Exchange Rate - The rate at which one currency may be exchanged for another FRNs - Floating Rate Notes Fixed assets - Assets such as land, buildings, machinery or property used in operating a business that will not be consumed or converted into cash during the current accounting period Fixed Rate - A predetermined rate of interest applied to the principal of a loan or credit agreement IFSC Code - Indian Financial System Code or IFSC code is an eleven character code assigned by RBI to identify every bank branches uniquely, that are participating in NEFT system in India Liquidation Liquidation is divestment of all the assets of a firm so that the firm ceases to exist Liquidity- The extent to which or the ease with which an asset may quickly be converted into cash with the least administrative and other costs Letter of Credit (LC) - A formal document issued by a bank on behalf of a customer, stating the conditions under which the bank will honour the commitments of the customer Line of Credit - pre-approved credit facility (usually for one year) enabling a bank customer to borrow up to the specified maximum amount at any time during the relevant period of time. MICR- Magnetic Ink Character Recognition or MICR is the bottom line on all checks. It is printed using a special font. Monthly Statement: statement received by customers at the end of the month about the accounts activity (what went in and what came out) from the previous month. NEFT- national electronic funds transfer Non Performing Assets (NPA) - When due payments in credit facilities remain overdue above a specified period, then such credit facilities are classified as NPA. NBFCs- Non-banking Finance Companies NHB- National Housing Bank Overdraw: To write a check for more money than what is present in the account. Usually there is a fee (known as NSF/non-sufficient funds) Principal- Principal is the amount of debt that must be repaid. Also means a person who deals in securities on his own account and not as a broker Prime Lending Rate (PLR) - The rate of interest charged on loans by banks to their most creditworthy customers PSB - Public Sector Bank Repo rate- the rate at which the RBI lends money to banks Reverse repo rate- Reverse Repo rate is the rate at which the RBI borrows money from commercial banks

SCBs - Scheduled Commercial Banks Statutory Liquidity Ratio- SLR is Statutory Liquidity Ratio. Its the percentage of Demand and Time Maturities that banks need to have in any or combination of the following forms: i) Cash ii) Gold valued at a price not exceeding the current market price, iii) Unencumbered approved securities (G Secs or Gilts come under this) valued at a price as specified by the RBI from time to time Standby Letter of Credit - A guarantee issued by a bank, on behalf of a buyer that protects the seller against non-payment for goods shipped to the buyer Securitization - Securitization is a process of transformation of a bank loan into tradable securities Selective Credit Control (SCC) - Control of credit flow to borrowers dealing in some essential commodities to discourage hoarding and black-marketing Tier 1 Capital - Refers to core capital consisting of Capital, Statutory Reserves, Revenue and other reserves, Capital Reserves (excluding Revaluation Reserves) and unallocated surplus/ profit but excluding accumulated losses, investments in subsidiaries and other intangible assets Tier 2 Capital - Comprises Property Revaluation Reserves, Undisclosed Reserves, Hybrid Capital, Subordinated Term Debt and General Provisions. This is Supplementary Capital. Withdrawal: To take money out of your bank account. To make a withdrawal is the opposite of making a deposit Application Files- Program files environment where you can create and edit the kind of document that application makes Bug- a fault in a computer program which prevents it from working correctly Central Processor Unit (CPU) - This is where the entire computer's data processing is handled - all the data manipulation, calculations and formatting data for output. Click- To select an object by pressing the mouse button when the cursor is pointing to the required menu option, icon or hypertext link Close - To close a window that has been opened for viewing and / or editing Computer- A general-purpose machine that processes data according to a set of instructions that are stored internally either temporarily or permanently Cookie- A packet of information that travels between a browser and the web server CPU- An acronym for Central Processing Unit and is often used to refer to a computer system, such as "That beige box sitting next to my 24" flat screen monitor is my new CPU Crash- Your computer or application no longer works correctly and so you "loose" all the work you've done since the last time you saved

Creating A File- Storing data as a file with an assigned file name that is unique within the directory it resides in Delete- To remove an item of data from a file or to remove a file from the disk Desktop- An on-screen representation of a desktop such as used in the Macintosh and Windows operating systems Dialog Boxes- Takes over your screen and allows you to dialog' with the computer Directory (AKA Folder, sub-directory)- Allows you to organize files and other folders Disk Space- This is the place where your files live. The greater the disk space the more files you can keep. More disk space is always better than less. You can never have much disk space. Document Files- Files we care about (memos, letters, pictures, etc. Documents- Files you create and edit Double Click- To press the mouse button twice in rapid succession without moving the mouse between clicks Drag- To move an object on screen in which its complete movement is visible from starting location to destination Edit- To make a change to existing data File Cabinet- Metaphorically, the hard drive (and other kinds of storage media like floppy disks) which store files and folders Folder Icons- Collections of documents and other folders Google- search engine on the web Hotmail- free email service, now part of MSN Icon View- Allows you to see icons of folders and files primarily as icons with little information Icons- In a graphical user interface (GUI), a small, pictorial, on screen representation of an object, such as a document, program, folder or disk drive. Keyboard- This if the primary text input device. It also contains certain standard function keys, such as the Escape key, tab, and arrow keys, shift and control keys, and sometimes other manufacturercustomized keys. Macintosh- Macintosh, Mac - a personal computer from Apple Computer Mouse- Pointing device that allows you to tell the computer what to do Mozilla- a web browser and successor to Netscape Communicator

Operating System (OS) - System software that allows your computer to work Pentium- Microprocessor from Intel Random Access Memory (RAM) - This stands for Random Access Memory. You can think of this as the "space" where you computer does its processing. The more space you have the more processes you can run at the same time. More RAM is always better than less. You can never have much RAM. Recycle Bin- Place where you put files and folders that you may later want to delete or get rid of. Compare Trash Resize Box- Allows you to change the size and shape of a window Right click- To press the right button on the mouse. (This is Windows specific. On a Mac running System 8 or higher, you hold down the Control key and then click to get the same effect.) Save As- Give the file a name and/or store the file in a certain place Save- Tell the computer to create a file on disk that has the information you've put into the document (usually typing) Scroll bar- Allows you to move around through your document Shut down- To quit all applications and turn off the computer Software- Instructions that tell the computer what to do Spam- unwanted repetitious messages, such as unsolicited bulk e-mail System files- Allows our computer to work Tags: computer terms for PO exam 2012, computer terms for bank exams, probationary exam computer terms 2012 Trash- Place where you put files and folders that you want to delete or get rid of Trojan Horse- a malicious program that is disguised as legitimate software. The term is derived from the classical myth of the Trojan Horse. Analogously, a Trojan horse appears innocuous (or even to be a gift), but in fact is a vehicle for bypassing security Unix- an operating system Virus- a piece of program code that spreads by making copies of itself Volume Icons- Devices that hold files and folders Wiki or WikiWiki- a hypertext document collection or the collaborative software used to create it

Above the line: "Above the Line" is the term commonly used for advertising for which a payment is made and for which commission is paid to the advertising agency. Methods of above the line advertising include television and radio, magazines, newspapers and Internet. Ad hoc market research: Ad-hoc research focuses on specific marketing problems. It involves the collection of data at one point in time from one sample of respondents. Added value: Added value refers to the increase in worth of a product or service as a result of a particular activity. In the context of marketing, the added value is provided by features and benefits over and above those representing the "core product". Ad-Valorem Duties: These are the duties determined as a certain percentage of prices of the product. AIDA: Attention Interest Desire Action AIFI: All India Financial Institution ALCO: Asset-Liability Management Committee ALM: Asset/ liability management involves a set of techniques to create value and manage risks in a bank. 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 of sponsorship AMC: Asset Management Committee Annual Financial Statement: It is a statement of receipts and expenditure of states for the financial year, presented to Parliament by the government. It is divided into three parts: Consolidated Fund, Contingency Fund and Public Account. Appropriation Bill: It is presented to Parliament for its approval, so that the government can withdraw from the Consolidated Fund the amounts required for meeting the expenditure charged on the Consolidated Fund. No amount can be withdrawn from the Consolidated Fund till the Appropriation Bill is voted is enacted. Appropriation Bill: This Bill is like a green signal enabling the withdrawal of money from the Consolidated Fund to pay off expenses. These are instruments that Parliament clears after the demand for grants has been voted by the Lok Sabha. Augmented brand: The additional customer services and benefits ("added value") that are built around the core product or service offering

Balance Of Payments: The difference between demand and supply of a country's currency in the foreign exchange market. Balance Of Trade: The difference between monetary value of exports and imports of output in an economy over a certain period of time. It is the relationship between a nation's imports and exports. Banking Cash Transaction Tax (BCTT): BCTT is a small tax on cash withdrawal from bank exceeding a particular amount in a single day. The basic idea is to curb the black economy and generate a record of big cash transactions. This tax was introduced in 2005-06 budget. Behavioural Segmentation: Behavioural segmentation divides customers into groups based on the way they respond to, use or know of a product. Bond: A negotiable instrument evidencing debt, under which the issuer promises to pay the holder its face value plus interest as agreed. Brand building: Developing a brand's image and standing with a view to creating long term benefits for brand awareness and brand value Brand equity: Brand equity refers to the value of a brand. Brand equity is based on the extent to which the brand has high brand loyalty, name awareness, perceived quality and strong product associations. Brand equity also includes other "intangible" assets such as patents, trademarks and channel relationships. Brand extension: Brand extension refers to the use of a successful brand name to launch a new or modified product in a new market. Virgin is perhaps the best example of how brand extension can be applied into quite diverse and distinct markets. Brand image: Brand image refers to the set of beliefs that customers hold about a particular brand. These are important to develop well since a negative brand image can be very difficult to shake off. Brand loyalty: A strongly motivated and long standing decision to purchase a particular product or service Budget estimates: It is an estimate of Fiscal Deficit and Revenue Deficit for the year. The term is associated with estimates of the Center's spending during the financial year and income received as proceeds of tax revenues Budgetary Deficit: Such a situation arises when expenses exceed revenues. Here the entire budgetary exercise falls short of allocating enough funds to a certain area. Business to business: Marketing activity directed from one business to another (as opposed to a consumer). This term is often shortened to "B2B" businesses communicating with customers.

Capital Budget: Capital Budget keeps track of the government's capital receipts and payments. This accounts for market loans, borrowings from the Reserve Bank and other institutions through sale of Treasury Bills, loans acquired from foreign governments and recoveries of loans granted by the Central government to State governments and Union Territories. Capital Budget: It consists of capital receipts and payments. It also incorporates transactions in the Public Account. It has two components: Capital Receipt and Capital Expenditure. Capital budget: The list of planned capital expenditures prepared usually annually Capital Gain and Loss. The difference between the price that is originally paid for a security and cash proceeds at the time of maturity (face value of bond) or at the time of sale (selling price of a bond or stock). When the difference is positive, it is a gain, but when it is negative, it is a loss. Capital Expenditure: It consists of payments for acquisition of assets like land, buildings, machinery, equipment, as also investments in shares etc, and loans and advances granted by the Central government to state and union territory governments, government companies, corporations and other parties. Capital expenditure: Long-term in nature they are used for acquiring fixed assets such as land, building, machinery and equipment. Other items that also fall under this category include, loans and advances sanctioned by the Center to the State governments, union territories and public sector undertakings. Capital Goods: Goods used in the manufacturing of finished products Capital investments: Money used to purchase permanent fixed assets for a business, such as machinery, land or buildings as opposed to day-to-day operating expenses. Capital Market: Market in which financial instruments are bought and sold. Capital Payments: Expenses incurred on acquisition of capital assets Capital Receipt: Capital Receipts consist of loans raised by the Center from the market, government borrowings from the RBI & other parties, sale of Treasury Bills and loans received from foreign governments. Other items that also fall under this category include recovery of loans granted by the Center to State governments & Union Territories and proceeds from the dilution of the government's stake in Public Sector Undertakings. Capital Receipt: The main items of capital receipts are loans raised by the government from public which are called market loans, borrowings by the government from the Reserve Bank of India and other parties through sale of Treasury Bills, loans received from foreign governments and bodies and recoveries of loans granted by the Central government to state and union territory governments and other parties. It also includes proceeds from disinvestment of government equity in public enterprises.

Capital Structure: The composition of a firm's long-term financing consisting of equity, preference shares, and long-term debt. Capital: Funds invested in a firm by the owners for use in conducting the business. CCI: Competition Commission of India Central Plan Outlay: It refers to the government's budgetary support to the Plan. It is the division of monetary resources among different sectors in the economy and ministries of the government. CENVAT: This is a replacement for the earlier MODVAT scheme and is meant for reducing the cascade effect of indirect taxes on finished products. This is more extensive scheme with most goods brought under its preview CESS: This is an additional levy on the basic tax liability. Governments resort to cess for meeting specific expenditure. For instance, both corporate and individual income is at present subject to an education cess of 2%. In the last Budget, the government had imposed another 1% cess as secondary and higher education cess on income tax to finance secondary and higher education. Cognitive dissonance: Cognitive dissonance is an customer effect commonly observed after a major purchase whereby the customer feels uncertainty about whether the purchase should have been made. Post-purchase promotion (particularly advertising) has a role to play to reduce the incidence and effect of cognitive dissonance Combination brand: A combination brand name brings together a family brand name and an individual brand name. The idea here is to provide some association for the product with a strong family brand name but maintaining some distinctiveness so that customers know what they are getting Competitive advantage: A competitive advantage is a clear performance differential over the competition on factors that are important to customers Competitor benchmarking: Competitor benchmarking compares customer satisfaction with the products, services and relationships of the business with those of key competitors Consolidated Fund: This is one big reservoir where the government pools all its funds together. The fund includes all government revenues, loans raised and recoveries of loans granted.

Anti-competitive practice: A practice is considered anti-competitive if it prevents, distorts or restricts competition in a market for goods and services in Barbados. Anti-dumping: Anti-dumping is a measure to rectify the situation arising out of the dumping of goods and its trade distortive effect. Thus, the purpose of anti-dumping duty is to rectify the trade distortive effect of dumping and reestablish fair trade. The use of antidumping measure as an instrument of fair competition is permitted by the WTO. In fact, anti dumping is an instrument for ensuring fair trade and is not a measure of protection for the domestic industry. It provides relief to the

domestic industry against the injury caused by dumping. Anti dumping measures do not provi de protection per se to the domestic industry. It only serves the purpose of providing remedy to the domestic industry against the injury caused by the unfair trade practice of dumping. Advertising: Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Many advertisements are designed to generate increased consumption of those products and services through the crea tion and reinforcement of "brand image" and "brand loyalty". For these purposes, advertisements sometimes embed their persuasive message with factual information. Barter: A Trade Exchange or Barter is a type of trade in which goods or services are directly exchanged for other goods and/or services, without the use of money. It can be bilateral or multilateral, and usually exists parallel to monetary systems in most developed countries, though to a very limited extent. Barter usually replaces money as the method of exchange in times of monetary crisis, when the currency is unstable and devalued by hyperinflation. Branding: It is a promise, a pledge of quality. It is the essence of a product, including why it is great, and how it is better than all competition products. It is an image. It is a combination of words and letters, symbols, and colors. Conglomerate: A conglomerate is the term used to describe a large company that consists of seemingly unrelated business sections. This term may also be referred to as a multi-industry company. Circulation: The total number of copies distributed by a newspaper or magazine. Classifieds: An advertisement in a newspaper that is placed along with advertisements for similar events under a classified heading, e.g. 'Entertainment' or 'Cinema'. Concept: A design in which all aspects of the product are linked to a central idea, function or theory, etc. Copy: Written or typed matter intended to be reproduced in print. Copyright: The exclusive right, granted by law for a certain term of years, to make and disp ose of copies of, and otherwise to control, a literary, musical, dramatic, or artistic work. Critical Path: Plots the events that need to occur to complete a project on a timeline. CRM: Customer Relationship Marketing. Building loyalty through your relationship with a customer. Database: A large volume of information stored in a computer and organised in categories to facilitate retrieval. Direct Mail: Mailing brochures, letters, questionnaires etc. directly to the target market. Direct Marketing: Marketing to the customer without the use of an intermediary. Types of Direct marketing: There are many types of direct marketing, only some important types are listed below and these are the most form of direct marketing. i)Direct Mail Marketing: Advertising material sent directly to home and business addresses. This is the most common form of direct marketing. ii)Telemarketing: It is the second most common form of direct marketing, in which marketers contact consumers by phone. ii)Email Marketing: This type of marketing targets customers through their email accounts Display Ad: An advertisement which is usually designed by the advertiser and displayed in a box. Direct Response: In advertising. Advertising designed to trigger a behavioural response in target audiences, e.g. placing mail back coupons in the ad, asking people to bring in or mention an ad, setting up a phone number and asking individuals to call for further information etc. Digital Marketing: Digital Marketing is the practice of promoting products and services using all forms of digital advertising. It includes Television, Radio, Internet, mobile and any other form of digital media. Distress Rates: Cheaper rates for advertising at short notice, i.e. When newspapers have spaces to fill shortly before their deadlines. Distribution: To place promotional material, e.g. fliers or posters, throughout areas where they will be picked up. Drip Marketing: Method of sending promotional items to clients is called Drip marketing. Dumping: If a company exports a product at a price (export price) lower than the price it normally charges on its own home market (normal value), it is said to be 'dumping' the product. Dumping can harm the domestic industry by reducing its sales volume and market shares, as well as its sales prices. This

in turn can result in decline in profitability, job losses and, in the worst case, in the domestic industry going out of business. Often, dumping is mistaken and simplified to mean cheap or low priced imports. However, it is a misunderstanding of the term. On the other hand, dumping, in its legal sense, means export of goods by a country to another country at a price lower than its normal value. Thus, dumping implies low priced imports only in the relative sense (relative to the normal value), and not in absolute sense. Freepost: Used to encourage a response by mail. The sender does not pay to return an item by post e.g. a questionnaire. Guerilla Marketing: Unconventional marketing intended to get maximum results from minimal resources is nothing but Guerilla Marketing. JIT: Just-in-time (JIT) is an inventory strategy implemented to improve the return on investment of a business by reducing in-process inventory and its associated carrying costs. In order to achieve JIT the process must have signals of what is going on elsewhere within the process. Incentive: Something of financial or symbolic value added to an offer to encourage some ove rt behavioural response. Indirect Marketing: Indirect Marketing is the distribution of a particular product through a channel that includes one or more resellers. Difference b/w Direct and Indirect Marketing: Direct marketing is basically advertising your own products or services. In the same way you might advertise for someone else is called Indirect marketing, is an increasingly popular way of doing business Internet Marketing: Internet marketing is the marketing of products or services over the Internet. Internet Marketing is also known as i-marketing, web-marketing, online-marketing, Search Engine Marketing (SEM) or e-Marketing Key Selling Points: The components of a program or event that will appeal to the greatest number of people. Loyalty Programs: A component of relationship marketing. Programs designed to increase the strength of a consumer's preference for a particular entity. The most common form of loyalty program in the arts is subscription or membership programs. Marketing: The process of planning and executing the conception, pricing, promotion, and dist ribution of ideas, goods, services, and people to create exchanges that will satisfy individual and organizational goals. Marketing Mix: The blend of product, place, promotion, and pricing strategies designed to produce satisf ying exchanges with a target market. Market Research: The process of planning, collecting, and analyzing data relevant to marketing decisi on-making. Using a combination of primary and secondary research tools to better understand a situation. Marketing Strategy: The first stage is setting marketing objectives (where the organisation wants to be at the end of the strategic planning period) and goals (the objectives with specific numerical benchmarks and deadlines attached to allow management to measure achievement). The second stage is specifying the core marketing strategy, i.e. specific target markets, competitive positioning and key elements of the marketing mix. The third is the implementation of tactics to achieve the core strategy. Mergers and Acquisitions: The phrase mergers and acquisitions (abbreviated M&A) refers to the aspect of corporate strategy, corporate finance and management dealing with the buying, selling and combining of different companies that can aid, finance, or help a growing company in a given industry grow rapidly without having to create another business entity. A merger is a tool used by companies for t he purpose of expanding their operations often aiming at an increase of their long term profitability. An acquisition, also known as a takeover, is the buying of one company (the target) by another. Media Hooks: Aspects of an event or program that are most likely to appeal to a journalist or the media generally. Media Monitoring: Systematic monitoring of the media in order to ascertain what has been said. Specialised agencies provide this service.

Offer: A proposal by a marketer to make available to a target customer a desirable set of p ositive consequences if the customer undertakes the required action. Pitch: A proposal - either verbal or written - to enlist the engagement or support of a third party. Psychographics: Life-style measures which combine psychological and demographic measurements based on consumers' activities, aspirations, values, interests or opinions. Publicity: Definitions vary but in Sauce the term is used to describe obtaining media coverage. Personal Selling: Persuasive communication between a representative of the company and one or more prospective customers, designed to influence the person's or group's purchase decision. Qualitative Research: Research that seeks out people's attitudes and preferences, usually conducted thro ugh unstructured interviews or focus groups. Quantitative Research: Research that measures (quantifies) responses to a structured questionnaire, condu cted either through telephone, face-toface structured interviews, on the Internet or through self completion surveys. Quickcuts: The brand name of technology which enables design companies or advertising agencies to transmit advertisements directly to the publication over a telephone line. Reach: The total number of people your organisation or campaign reaches. Relationship marketing: Marketing with a focus on building longterm relationships where the target customer is encouraged to continue his or her involvement with the marketer. Strategic Marketing Planning: The process of managerial and operational activities required to create and sustain effective and efficient marketing strategies, including identifying and evaluating opportunities, analyzing markets and selecting target markets, developing a positioning strategy, preparing and executi ng the market plan, and controlling and evaluating results. Situational Analysis: An analysis of the internal and external environment of a company or event. SWOT Analysis: Identifying the strengths and weaknesses, which are internal to the organisation or project and the opportunities and threats, which come from outside the organisation. Social Media Marketing: Social media marketing is marketing using online communities, social networks, blog marketing and more Talent: The person or people you put forward to the media as possible subjects for an interv iew, a game show, a picture or footage, etc. Target Audience: The section of the population that is identified as likely to be most interested in buying or being associated with a product. Target media: The media you decide to target for coverage because they reach your target audience. Targeting: The act of directing promotions to the target audience. TARPS: Target audience rating points -- that is, the number of people or percentage of people reached in your target audience Unique Selling Proposition (USP): The one thing that makes a product different than any other. It's the one reason marketers think consumers will buy the product even though it may seem no different from many others just like it. Viral Marketing: Marketing by the word of the mouth, having a high pass-rate from person to person is called Viral marketing. Creating a 'buzz' in the industry is an example of viral marketing