Validity: in Marketing Research, the obtaining of the right information for the purposes of the study
Value Proposition: a clear statement of who the target market for a particular product is, of what key benefits the product will deliver, and of the price that will be charged
Values: enduring moral beliefs shared by members of a society and contributing to its culture.
Variable Costs: costs that vary directly with the volume or quantity produced; variable costs plus fixed costs equal total costs
Vendor: a seller or supplier
Voice-Over: a commentary heard on a TV advertisement, but spoken by an off-screen announcer
Voucher: a type of consumer sales promotion in which vouchers (coupons, SMS codes, barcodes) can be exchanged for merchandise to encourage trial of a new product