Early Adopters
See ‘Adopter Categories’.

Early Majority
See ‘Adopter Categories’.

E-Commerce (Electronic Commerce)
Any business transaction that takes place via electronic platforms.

E-commerce or E-marketing
Marketing conducted electronically, usually over the Internet.

Economic Value Added (EVA)
EVA is an estimate of true economic profit after making corrective adjustments to GAAP accounting, including deducting the opportunity cost of equity capital.

Efficient Consumer Response (ECR)
Having the right product in the right place at the right price with the right promotions. See also ‘category management’, with its emphasis on how products look to the customer – is seen as an integral part of achieving ECR.

EFQM
The EFQM Excellence Model is a framework for organisational management systems, promoted by the European Foundation for Quality Management (EFQM) and designed for helping organizations in their drive towards being more competitive.

E-Learning
Interactive online tutorials, accessed via the internet or a company intranet

Electronic Point of Sale (EPOS) System
A system whereby electronic tills are used to process customer transactions in a retail outlet. Local EPOS systems are usually connected to a central computer system, so that financial and inventory-related data can be exchanged between the store and head office, allowing automatic accounting and replenishment.

Emotional Selling Preposition (ESP)
The unique associations established by consumers with particular products. For example, the emotional response to certain car marques ensures their continual success, even though other makers may offer superior performance at the same price.

Endorsement
Affirmation, usually from a celebrity, that a product is good

Entrepreneur
Someone who sees an opportunity and risks their own money to set up a business organisation in order to respond to it.

Environmental Scanning
Monitoring of an organisation’s external environment, allowing the organisation to spot or anticipate emerging issues. This provides an early warning of changing external conditions.

Environmental Set
Comprehensive list of factors which affect an organisation.

Equivalent Advertising Value (EAV)
See ‘Advertising Value Equivalent’.

Ethical Marketing
Marketing that takes account of the moral aspects of decisions.

Experience Curve
The plotted relationship between the amount of products produced and the cost per unit over time from launch. As more units are produced, the cost per unit usually declines, an effect that is partially attributable to the accumulation of experience.

Export Marketing
The marketing of goods or services to overseas customers.

External Analysis
Study of the external marketing environment, including factors such as customers, competition, and social change.

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