FAST Marketing
Focused Advertising Sampling Technique: an approach concentrating promotions into a short space of time to saturate the market.

Fax Preference Service (FPS)
A database of business and individual telecoms subscribers who have elected not to receive unsolicited direct marketing faxes.

Field Marketing
The practice of sending representatives or agents to retail outlets with a view to building brand and supporting sales. They may for example conduct in-store promotions, set up point of sale displays, and ensure that products are displayed to best advantage.

FMCG
Fast Moving Consumer Goods – such as packaged food, beverages, toiletries, and tobacco.

Focus Groups
A tool for market research where small groups of customers are invited to participate in guided discussions on the topic being researched

Forecasting
Calculation of future events and performance

Four M’s
Money, Material, Machine and Manpower - traditional framework for viewing the resources available to a business, which can be useful when designing a marketing plan.

Four P’s
See ‘marketing mix’.

Franchising
The selling of a licence by the owner (franchisor) to a third party (franchisee) permitting the sale of a product or service for a specified period. In business format franchising the agreement will involve a common brand and marketing format.

Free Market Economy
An economy in which forces of supply and demand are allowed to operate unhampered by government or other regulations.

Full Service Agency
Advertising agency offering clients a wide range of activities and expertise over and above the normal creative and/or media facilities. Such services will include marketing research and planning, merchandising and below-the-line sales promotions, press and/or public relations, packaging, etc.

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