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Propensity modelling 

A name given to the approach 

of evaluating customer characteristics and behaviour  

and then making recommendations for future products.

Prototype 

A preliminary version of part or all of an 

information system reviewed by its users and business 

sponsors.

Prototyping 

Prototyping is an iterative process whereby 

website users suggest modifications before further 

prototypes and the live version of the site are developed.

Psychographic segmentation 

A breakdown of 

customers according to different characteristics.

Public key 

See Encryption.

Pull marketing communications 

The consumer is 

proactive in interacting with companies through actively 

seeking information or entertainment on company 

websites or social media sites through search engines, 

comparison intermediaries or direct navigation.

Pull media 

The consumer is proactive in selection of  

the message through actively seeking out a website.