A01 chaf6542 06 se fm indd

Personalisation 

Delivering individualised content 

through web pages or email.

Persuasion marketing 

Using design elements such as 

layout, copy and typography together with promotional 

messages to encourage site users to follow particular paths 

and specific actions rather than giving them complete 

choice in their navigation.

Phishing 

Obtaining personal details online through sites 

and emails masquerading as legitimate businesses.

Physical evidence variable 

The element of the 

marketing mix that involves the tangible expression of a 

product and how it is purchased and used.

Place variable 

The element of the marketing mix that 

involves distributing products to customers in line with 

demand and minimising cost of inventory, transport and 

storage.

Podcasts 

Individuals and organisations post online 

media (audio and video) which can be accessed in the 

Z01_CHAF6542_06_SE_GLOS.indd   659

7/22/14   1:39 AM

---

660

Glossary

appropriate players including the iPod, which first sparked 

the growth of this technique.

Portal 

An intermediary site focussed on providing a 

gateway to other information on other sites, but often 

also providing its own content and services. Examples 

include search engines, ISPs and online newspapers and 

magazines.

Positioning 

Influencing the customer’s perception of a 

product within a marketplace.