Download Marketing Management Glossary

Marketing Management Glossary
Rejstřík marketingového řízení
Introductory terms
Úvodní pojmy
Market = The set of all actual and potential
buyers of a product or service = A group of
people or organisations that have similar
needs and wants, the desire to satisfy those
needs and wants, the means of exchange
(money) to satisfy their needs and wants, and
the ability and authority to make the exchange
(purchase)
Marketing = A social and managerial process
whereby individuals and groups obtain what
they need and want through creating and
exchanging products and value with others
Demarketing = Marketing to reduce demand
temporarily or permanently; the aim is not to
destroy demand, but only to reduce or shift it
Marketing management = The analysis,
planning, implementation, and control of
programs designed to create, build, and
maintain beneficial exchanges with target
buyers for the purpose of achieving
organizational objectives
Need = A state of felt deprivation
Want = The form taken by a human need as
shaped by culture and individual personality
Hierarchy of needs = A system of needs
which includes physiological needs, the need
for satisfaction, the need for belonging and
love, the need for esteem, and the need for
self-actualisation
product = Anything that can be offered to a
market for attention, acquisition, use, or
consumption that might satisfy a want or
need. It includes physical objects, services,
persons, places, organizations, and ideas
Service = Any activity or benefit that one
party can offer to another that is essentially
intangible and does not result in the
ownership of anything
Customer value = The difference between the
values the customer gains from owning and
using a product and the costs of obtaining the
product
Customer satisfaction = The extent to which a
product's perceived performance matches a
buyer's expectations. If the product's
Trh = skupina lidí nebo organizací
s podobnými potřebami, které chtějí uspokojit
směnou (peněžní) a k provedení nákupu mají
potřebné schopnosti a autoritu.
Hierarchie potřeb = systémově uspořádané
potřeby, včetně psychologických,
spokojenosti, sounáležitosti a lásky, úcty, a
seberealizace
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performance falls short of expectations, the
buyer is dissatisfied. If performance matches
or exceeds expectations, the buyer is satisfied
or delighted
Consumer markets = The most visible
markets, which consist of individual
customers who buy products for their own use
or for use by other members of their
households
Industrial markets = Markets made up of
organisations which buy in order to produce
goods
Exchange = The act of obtaining a desired
object from someone by offering something in
return = A transaction between two or more
persons, groups, or organisations in which
each party gives up something of value and
receives something of value
Transaction = A trade between two parties
that involves at least two things of value,
agreed-upon conditions, a time of agreement,
and a place of agreement
Relationship marketing = The process of
creating, maintaining, and enhancing strong,
value-laden relationships with customers and
other stakeholders
Competitive advantage = The part of a firm‘s
total offering which is superior to that of its
competitors = Something unique or special
that a firm does or possesses that provides an
advantage over its competitors
Terms of core marketing concept = needs,
wants, demand, value, cost, satisfaction,
marketing, marketer, exchange, transaction,
relationship
Core benefit = The need that a product fulfils
or the problem it solves
Buyers = Those who carry out the formal
arrangements for purchase, service, delivery,
and financial terms
Demand = A relation among the various
amounts of a product that buyers would be
willing and able to purchase at possible
alternative prices during a given period of
time, all other remaining the same
Demands = Human wants that are backed by
buying power
Compensatory decision rule = A type of
decision rule for evaluating alternatives where
consumers consider each brand with respect
Spotřební trhy = nejviditelnější trhy, které
sestávají z jednotlivých spotřebitelů, kteří
kupují výrobky pro vlastní spotřebu nebo pro
spotřebu ostatními členy jejich domácnosti
Pojmy konceptu jádra marketingu = potřeby,
chtění, poptávka, hodnota, náklad,
spokojenost, směna, transakce, vztah,
market/er/ing
Poptávka = vztah mezi různým množstvím
výrobku, které by si kupci přáli a byli schopni
koupit za možné alternativní ceny v průběhu
daného období, kdyby se ostatní podmínky
nezměnily
Pravidlo rozhodování o náhradě =
vyhodnocování možností značek s ohledem
na výkon nebo nápadné vlastnosti a jejich
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to how it performs on relevant or salient
attributes and the importance of each
attribute. This decision rule allows for a
negative evaluation or performance on a
particular attribute to be compensated for by a
positive evaluation on another attribute
Compensatory model = A model which
assumes that consumers judge a limited
number of product attributes, that the
attributes vary in importance to the consumer,
and that strength in one area compensates for
weakness in another
Non-compensatory model = A model of
information processing in which a high rating
for one attribute does not offset a low rating
for other
Conjunctive decision rule = A type of
decision rule for evaluating alternatives where
consumers establish minimally acceptable
levels of performance for each important
product attribute and accept an alternative
only if it meets the cut-off level for each
attribute
Consumer socialisation process = The process
by which an individual acquires the skills
needed to function in the marketplace as a
consumer
Service market = All organisations that buy in
order to produce services
Vertical markets = The markets on which
products are tailored for specific industries
Horizontal markets = Markets on which
products are sold to a wide range of industries
Utility = A measure of the satisfaction
obtained through the receipt of something of
value in an exchange
Form utility = The usefulness attributable to
the form or design of something received
Users = Persons within an organisation who
actually put a purchased product to work
Stakeholders = Those who use company‘s
products or services, those who work for the
firm, those who own it, and those who are
affected by it
Total market potential = The total possible
sales of the product by all competitors
Total market demand = The total volume that
would be brought by a defined consumer
group in a defined geographical area in a
defined time period in a defined marketing
vzájemný vztah. Negativní hodnocení jedné
vlastnosti výrobků může být nahrazeno
pozitivním hodnocením jiné vlastnosti.
Náhradový model = Předpokládá, že
spotřebitel uvažuje s omezeným množstvím
vlastností výrobku a důležitost těchto
vlastností se pro spotřebitele mění a vzájemně
nahrazují své silné a slabé stránky
Vylučovací model = předpokládá, že vysoké
hodnocení jedné vlastnosti nemůže překlenout
nízké hodnocení jiné vlastnosti
Pravidlo konjunktivního rozhodování =
hodnocení možností, při němž spotřebitel má
nastaveny minimální úrovně přijatelnosti pro
každou důležitou vlastnost výrobku a vybírá
pouze tu alternativu výrobku (možnost), která
překračuje všechny vylučovací úrovně
vlastností
Postup socializace spotřebitele = postup,
kterým jednotlivec získává dovednosti pro
výkon funkcí spotřebitele na trhu
Vertikální trhy = trhy, pro které se výrobky
šijí na míru v uspořádaném průmyslu
Vytváření užitku = zdůvodňování užitečnosti
formy nebo návrhu čehosi získaného
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environment under a defined level and mix of
industry marketing effort
Unitary demand = A given percentage change
in price results in an identical percentage
change in the quantity demanded
Time utility = The usefulness given when
something of value is received at the time it is
wanted
Production concept = The philosophy that
consumers will favor products that are
available and highly affordable and that
management should therefore focus on
improving production and distribution
efficiency
Product concept = The idea that consumers
will favor products that offer the most quality,
performance, and features and that the
organization should therefore devote its
energy to making continuous product
improvements. A detailed version of the newproduct idea stated in meaningful consumer
terms
Selling concept = The idea that consumers
will not buy enough of the organization's
products unless the organization undertakes a
large-scale selling and promotion effort
Marketing concept = The philosophy that
business organisations achieve their profit and
other goals by satisfying consumers = The
marketing management philosophy that holds
that achieving organizational goals depends
on determining the needs and wants of target
markets and delivering the desired
satisfactions more effectively and efficiently
than competitors do
Social marketing (or cause marketing) = The
design, implementation, and control of
marketing programs calculated to influence
the acceptability of social ideas = The idea
that the organization should determine the
needs, wants, and interests of target markets
and deliver the desired satisfactions more
effectively and efficiently than do competitors
in a way that maintains or improves the
consumer's and society's well being
Jednotková poptávka = když dané procento
změny v ceně vyvolává stejnou procentickou
změnu požadovaného množství
Načasovaný užitek = užitečnost vzniklá
přijetím čehosi účinného v čase, kdy je to
žádáno
Koncepty řízení trhu = charakterizují
obchodní úspěšnost „podniku (výroby),
výrobku, zboží, potřeb (marketing) a jakost
života (společenský marketing)“?
Marketingový koncept = přijetí myšlenky, že
firmy dosahují zisk a ostatní cíle
uspokojováním spotřebitelů
Koncept společenského marketingu (nebo
marketingu případu) = návrh, zavedení a
kontrola marketingových programů s cílem
ovlivnit přijatelnost sociálních myšlenek
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Societal marketing orientation = An approach
that adds a consideration to the marketing
concept: the impact of a firm‘s activities on
societal well-being, the very quality of life
Social marketing = The design,
implementation, and control of programs
seeking to increase the acceptability of a
social idea, cause, or practice among a target
group
Modified re-buy = The buying situation in
which the buying organisation has some
familiarity with the product but needs some
assistance; it is buying behaviour between a
strait re-buy and a new-task purchase
Marketing information system = The
continuously interacting structure of people,
machines, and procedures that produces
information pertinent to marketing decisions
Marketing intelligence network = A set of
procedures and sources designed to monitor
the organisations‘ external environments,
particularly the competitive environment
Marketing mix = The set of controllable
tactical marketing tools—product, price,
place, and promotion—that the firm blends to
produce the response it wants in the target
market = Marketing programs including
product conception (and development),
pricing decisions, promotion of the product,
and distribution to consumers
Marketing control = The process of
measuring and evaluating the results of
marketing strategies and plans and taking
corrective action to ensure that marketing
objectives are achived = The process of
evaluating of achieved results against
established standards, and of taking corrective
action to exploit opportunities or solve
problems
Peripheral values = Values that reflect, but are
not as deeply embedded or as fundamental as,
central values
Personal income = A persons total income
from all sources
Marketing orientation = An approach to
business that focuses primarily on what a firm
does to satisfy consumer‘s needs
Marketing and manufacturing company = A
form of subsidiary organisation which handles
all functions of a marketing company but also
Marketingový mix = programy, obsahující
výrobkovou koncepci, oceňování, propagaci
výrobku a rozvoz k zákazníkům
Hodnoty na okraji = méně významné hodnoty
než ty ve středu zájmu
Marketingová orientace = přístup, který se
nejvíce zaměřuje na to, jak firma uspokojuje
potřeby spotřebitele
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maintains a production facility for the
manufacture of the product
Games = Promotional methods that require
consumers to take specific actions, such as
determining whether the card they received
with the product contains a winning number
by rubbing it with the edge of a coin, or
collecting several cards to produce the
winning combination
Creativity = A quality possessed by persons
that enables them to generate novel
approaches, generally reflected in new and
improved solutions to problems
Tvůrčí schopnost = jakost, která jednotlivcům
umožňuje novátorské přístupy, které se
obvykle objevují v nových a zlepšených
řešeních problémů
Marketing Environment and Consumer
Marketing environment = The actors and
forces outside marketing that affect marketing
management's ability to develop and maintain
successful transactions with its target
customers
Macroenvironment = The larger societal
forces that affect the
microenvironmentdemographic, economic,
natural, technological, political and cultural
forces
Microenvironment = The forces close to the
company that affect its ability to serve
customersthe company, suppliers,
marketing channel firms, customer markets,
competitors, and publics
Marketing intermediaries = Firms that help
the company to promote, sell, and distribute
its goods to final buyers; they include
resellers, physical distribution firms,
marketing service agencies, and financial
intermediaries
Economic environment = Factors that affect
consumer buying power and spending
patterns
Engel's Laws = Differences noted over a
century ago by Ernst Engel in how people
shift their spending across food, housing,
transportation, health care, and other goods
and services categories as family income rises
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Natural environment = Natural resources that
are needed as inputs by marketers or that are
affected by marketing activities
Technological environment = Forces that
create new technologies, creating new product
and market opportunities
Political environment = Laws, government
agencies and pressure groups that influence
and limit various organizations and
individuals in a given society
Cultural environment = Institutions and other
forces that affect society's basic value
perceptions, preferences, and behaviors
Consumer buyer behavior = The buying
behavior of final consumers-individuals and
households who buy goods and services for
personal consumption
Consumer market = All the individuals and
house holds who buy or acquire goods and
services for personal consumption
Factors of consumer behaviour = cultural,
social, personal, psychological
Factors of customer behaviour = environment,
organisation, interpersonal relations, personal
character
Motivation = Persons‘ impulses to take action
and the internal and external forces that
energise, mobilise, and direct their behaviour
toward goals
Perception = selective attention, distortion
recall = The process of becoming aware of
phenomena, whether internal or external,
tangible or intangible = The process by which
people select, organize, and interpret,
information to form a meaningful picture of
the world
Stimulus = Anything that elicits or accelerates
a physiological or psychological activity
Environmental stimuli = economical,
technological, political, cultural
Stimulus-response theory = The theory which
holds that organisms learn first to associate an
original stimulus with another, adjacent
stimulus and than to respond to that second
„conditioned“ stimulus with the behaviour
formerly induced by the original stimulus
Special incentives = A motivator usually used
for a brief period to strengthen
representatives‘ efforts to achieve specific
sales goals
Faktory chování spotřebitele = kulturní,
sociální, osobní a psychologické
Faktory chování zákazníka = prostředí,
organizace, mezilidské vztahy, osobní
zvláštnosti
Percepce = nepozornost, pomalé učení a
rychlé zapomínání
Stimul = vyvolává nebo urychluje
filosofickou nebo psychologickou činnost
Stimuly prostředí = ekonomické,
technologické, politické a kulturní
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Factors supporting purchase = choice of
product, brand, supplier, timing, and size
Buying centre = The collective term for
people who participate in purchase decisions
Stavy přípravy nákupu = volba výrobku,
značky, prodejce, načasování a velikosti
nákupu
Nákupní středisko = skupinový název pro
místo, kde se lidé účastní rozhodování o
nákupu
Cues = The minor stimuli that shape people‘s
responses and that support the original
stimulus
High involvement decisions = Decisions that
generally involve a large sum of money, have
personal relevance, demand a search for
information, and produce some degree of
anxiety about the correctness of the product
chosen
Low involvement decisions = Decisions
generally made in an instant with little or no
influence from social or cultural forces
Consumer behaviour = The acts of individuals
that involve buying and using products,
including the decision processes that precede
and determine these acts
Culture = All the things, abilities and
believe/everything that one generation of a
society transmits to the next
Subcultures = Groups that share the values
and artifacts of the larger society but also
have distinctive practices, preferences, and
beliefs
Countercultures = Subcultures whose values
are in conflict with those of the wider society
Opinion leader = Person within a reference
group who, because of special skills,
knowledge, personality, or other
characteristics, exerts influence on others
Social class = A category made up of people
who share similar opportunities, economic
positions, lifestyles, attitudes and behaviours
Group = Two or more people, with realted
statuses and roles, who interact on the basis of
shared expectations about each other‘s
behaviour
Ethnic group = The social group determined
by culturally transmited, learned traits
Demography = The study of the changing
characteristics of human populations-factors
such as vital statistics, growth, size, density,
and distribution
Personality = A person’s distinguishing
Kultura = Všechny věci, schopnosti a víra,
které jedna generace společnosti přenese na
následující
Sociální třída = kategorie, složená z lidí, kteří
sdílí obdobné příležitosti, hospodářské pozice,
životní styl, přístupy a chování
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psychological characteristics that lead to
relatively consistent and lasting responses to
his or her own environment
Motive (drive) = A need that is sufficiently
pressing to direct the person to seek
satisfaction of the need
Innovators = The first users of the new
product
Early adopters = People who try a new
product early in its life cycle without waiting
for its acceptance by a large number of people
Early majority = People who adopt the
product only after it has been accepted
somewhat widely
Late majority = People who do not adopt an
innovation until it is widespread use and is
thoroughly accepted
Laggards = Individuals, households, or
organisations that resists or never adopt the
new product
Family household = A household consisting
of two or more persons living together who
are related by marriage or birth
Family life cycle = Various stages in family
life, each with its own characteristics
Family orientation = The family into which an
individual is born; the family that dares for
and socialises us as children and gives us our
initial class status
Family procreation = The new family
established by choosing a mate and rearing
children
Ideal self-concept = A view of ourselves as
we would like to be
Lifestyles = Preferred patterns of living as
expressed in a person‘s activities, interests,
and opinions, taken as a whole
Learning = The relatively permanent changes
in thought and behaviour that result from
experience = Changes in an individual’s
behavior arising from experience
Belief = A descriptive thought that a person
holds about something
Attitude = A person’s consistently favorable
or unfavorable evaluations, feelings, and
tendencies toward an object or idea
Complex buying behavior = Consumer
buying behavior in situations characterized by
high consumer involvement in a purchase and
significant perceived differences among
Domácbnost = soužití dvou nebo více osob,
spojených sňatkem nebo narozením
Živootní styl = Upřednostňované vzory
prožívání, vyjádřené souhrnem činností,
zájmů a názorů osoby uvažované jako celek
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brands
Dissonance-reducing buying behavior =
Consumer buying behavior in situations
characterized by high involvement but few
perceived differences among brands
Habitual buying behavior = Consumer buying
behavior in situations characterized by low
consumer involvement and few significant
perceived brand differences.
Variety-seeking buying behavior = Consumer
buying behavior in situations characterized by
low consumer involvement but significant
perceived brand differences
Need recognition = The first stage of the
buyer decision process in which the consumer
recognizes a problem or need
Information search = The stage of the buyer
decision process in which the consumer is
aroused to search for more information; the
consumer may simply have heightened
attention or may go into active information
search
Alternative evaluation = The stage of the
buyer decision process in which the consumer
uses information to evaluate alternative
brands in the choice set
Purchase decision = The stage of the buyer
decision process in which the consumer
actually buys the product
Postpurchase behavior = The stage of the
buyer decision process in which consumers
take further action after purchase based their
satisfaction or dissatisfaction
Cognitive dissonance = Buyer discomfort
caused by postpurchase conflict
New product = A good, service, or idea that is
perceived by some potential customers as new
Adoption process = The mental process
through which an individual passes from first
hearing about an innovation to final adoption
Organisational markets = Business market =
Markets which include businesses,
institutions, and governments that buy
products or raw materials for their own use or
to make other products that they, in turn, sell
= All organizations that buy goods and
services for use in the production of other
products and services that are sold, rented, or
supplied to others
Organisational marketing = All marketing
Marketing organizací = Veškeré
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efforts directed at buyers for formal
marketingové úsilí zaměřené na kupce
institutions, including industrial, service,
z institucí, včetně průmyslových, ze služeb,
reseller, government, and not-for-profit
obchodu, vládního a z neziskového sektoru
groups
Business buying process = The decisionmaking process by which business buyers
establish the need for purchased products and
services and identify, evaluate, and choose
among alternative brands and suppliers
Derived demand = Business demand that
ultimately comes from (derives from) the
demand for consumer goods
Straight rebuy = A business buying situation
in which the buyer routinely reorders
something without any modifications
Modified rebuy = A business buying situation
in which the buyer wants to modify product
specifications, prices, terms, or suppliers
New task = A business buying situation in
which the buyer purchases a product or
service for the first time
Packaging = The activities of designing and
producing the container or wrapper for a
product
Systems buying = Buying a packaged solution
to a problem from a single seller
Users = Members of the organization who
will use the product or service; users often
initiate the buying proposal and help define
product specifications
Influencers = People in an organization’s
buying center who affect the buying decision;
they often help define specifications and also
provide information for evaluating
alternatives
Deciders = People in the organization’s
buying center who have formal or informal
power to select or approve the final suppliers
Gatekeepers = People in the organization’s
buying center who control the flow of
information to others
Problem recognition = The first stage of the
business buying process in which someone in
the company recognizes a problem or need
that can be met by acquiring a good or service
General need description = The stage of the
business buying process in which the buying
organization decides on and specifies the best
technical product characteristics for a needed
item
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Product specification = The stage of the
business buying process in which the buying
organization decides on and specifies the best
technical product characteristics for a needed
item
Value analysis = An approach to cost
reduction in which components are studied
carefully to determine if they can be
redesigned, standardized, or made by less
costly methods of production
Supplier search = The stage of the business
buying process in which the buyer tries to find
the best vendors
Proposal solicitation = The stage of the
business buying process in which the buyer
invites qualified suppliers to submit proposals
Supplier selection = The stage of the business
buying process in which the buyer reviews
proposals and selects a supplier or suppliers
Order-routine specification = The stage of the
business buying process in which the buyer
writes the final order with the chosen
supplier(s), listing technical specifications,
quantity needed, expected time of delivery,
return policies, and warranties
Performance review = The stage of the
business buying process in which the buyer
rates its satisfaction with suppliers, deciding
whether to continue, modify or drop them
Institutional market = School, hospitals,
nursing homes, prisons and other institutions
that provide goods and services to people in
their care
Government market = Government unitsfederal, state, and local-that purchase or rent
goods and services for carrying out the main
functions of government
Organisational buying behaviour = The
decision making process by which a buying
group establishes the need for goods and
services and identifies, evaluates and chooses
among alternative brands and suppliers
Customer profile = A written record of an
account, including information such as type of
business, buying influences, the product mix,
buying policies and practices, environmental
influences, purchase criteria, and competitor
analysis
Customer types organisation = The
Uspořádání zákaznických typů = organizační
organisation method which is based on
metoda, založená na takových skupinách
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customer groups, such as departments
responsible for marketing to each segment
Buy-phase concept = The concept that views
organisational purchasing as a series of
sequential steps proceeding from recognition
of a need through evaluation of the product‘s
performance in satisfying that need
Merchant wholesalers = Organisations which
take title to goods, and which carry the
responsibility for risk bearing and usually for
performing various functions
Missionary sales people = People who
perform such diverse tasks as building the
organisation‘s image, cultivating relations
with decision makers, giving away free
samples, and presenting in-depth information
about the product
Commercialisation = A process in which
marketers establish full-scale production, set
prices, lay out a distribution network, and
make final promotion plans to introduce the
product in all its markets
Distribution forms of goods; shops and
channels = special, shopping, convenience;
intensive, exclusive, selective
zákazníků jako marketingové oddělení
s odpovědností za každý segment
Koncepce kupních fází = nakupování
organizacemi je považováno za na sebe
navazující kroky začínající rozlišením potřeby
prostřednictvím hodnocení výkonu výrobku
při jejím uspokojování
Velkoobchodníci se zbožím = Organizace,
které vlastní zboží, a které nesou odpovědnost
za rizika a pro splnění tohoto poslání obvykle
vykonávají různé funkce
Handlíř/i = Lidé, kteří vykovávají tak odlišné
úkoly jako vytváření obrazu o organizaci
(zboží), kultivují vztahu s osobami, které
rozhodují, poskytují vzorky zdarma, a
presentují podrobné informace o výrobku
Komercionalizace = Proces, ve kterém
marketeři vytvoří výrobu ucelené škály
výrobků, nastaví ceny, rozmístí distribuční síť
a vypracují plány propagace, aby uvedli
výrobek na všechny jeho trhy
Distribuční formy zboží; obchodů a kanálů =
zvláštní, nakupovací, pohodlné; intensivní,
výlučné a selektivní
Marketing Research
Marketing information system = People,
equipment, and procedures to gather, sort,
analyze. evaluate, and disribute needed,
timely, and accurate information to marketing
decision makers
Marketing intelligence = Everyday
information about developments in the
marketing environment that helps managers
prepare and adjust marketing plans
Marketing research = The systematic design,
collection, analysis, and reporting of data
relevent to a specific marketing situation
facing an organization
= The systematic and objective research for
and analysis of information relevant to the
identification and solution of any problem in
the field of marketing
Exploratory research = Research that consists Exploratorní výzkum = výzkum, sestávající
of informal attempts to identify and define
z neformálních přístupů s cílem poznat a
problems
definovat problémy
Descriptive research = Marketing research to
better describe marketing problems,
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situations, or markets, such as the market
potential for a product or the demographics
and attitudes of consumers
Causal research = Marketing research to test
hypotheses about cause-and-effect
relationship
Threshold effect = The concept that very few
calls on any account tend not to have any
effect on sales until the level of calls reaches a
certain level
Qualitative research = Research which takes
the form of detailed interviews with a small
number of consumers or organisational buyers
Stimulated test marketing = An approach to
new-product testing that does not involve the
actual marketing of a new product in test sites
as in the traditional test marketing, but uses
special consumer reaction research instead
Quantitative research = Research based on a
statistically valid sampling of a terget market
Prahový účinek = tvrzení, že účinek na
prodeje se projeví až po určitém poču
telefonátů na jedno číslo se nazývá
Kvalitativní výzkum = Výzkum formou
podrobných interview s malým počtem
spotřebitelů nebo zákazníků
Stimulovaný testovací marketing = testování
nového výrobku, které zkoumá zvláštní
reakce spotřebitele
Kvantitativní výzkum = Výzkum, založený na
statisticky významném vzorkování cíleného
trhu
Secondary data = Facts previously collected
by others, often for other purpose
Primary data = Information collected for the
specific purpose at hand
Observational research = The gathering of
primary data by observing relevant people,
actions, and situations
Single-source data systems = Electronic
monitoring systems that link consumers'
exposure to television advertising and
promotion (measured using television meters)
with what they buy in stores (measured using
store checkout scanners)
Survey research = The gathering of primary
data by asking people questions about their
knowledge, attitudes, preferences, and buying
behavior
Experimental research = The gathering of
primary data by seleting matched groups of
subjects, giving them different treatments,
controlling related factors, and checking for
differences in group responses
Focus group interviewing = Personal
interviewing that involves inviting six to ten
people to gather for a few hours with a trained
interviewer to talk about a product, service, or
organization
Online (Internet) marketing research =
Collecting primary data through Internet
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surveys and online focus groups
Screening process = The process which sifts
out all ideas that are not feasible or desirable
for organisation
Sample = A trial amount of a product
Quota sample = A sample selected by giving
the interviewer a quota of certain number of
individuals with some specific characteristic,
such as a quota to interview 50 men and 50
women
Simple random sample = The process in
which individual members of a population
would have an equal and known chance of
being selected as part of a sample
Systematic random sample = The process in
which researchers choose every nth (such as
every tenth or fifteenth) number after starting
with a randomly selected number
Stratified random sample = A process that
entails breaking the total population into
strata, such as by age groups or income levels,
in order to select samples within strata
Convenience sample = A sample chosen at
the convenience of the researcher, such as the
first 100 individuals to be found who are
members of a population
Judgement sample = A sample chosen simply
by the judgement of the researcher as to
which individuals would be representative of
the population, and about which no statistical
analyses would be appropriate
Single-person household = An individual who
lives alone in a separate residence
Survey method = A research method based on
data gathered by asking respondents to supply
facts, opinions, or other information
Questionnaire = A data collection instrument
that is used for all survey methods
Structured questions = Those questions that
demand brief and specific answers
Unstructured question = Questions that allow
respondents a great deal of freedom and
creativity in framing answers
Semi-structured question = Questions that
include sentence completion items and word
association tests
Statistical demand analysis = Analysis that
develops relationship among marketing mix
factors and environmental circumstances and
sales
Kvótní výběr = vzorek vybraný podle přesně
zadaného počtu a struktury dotazovaných
osob (kvóty)
Jednoduchý náhodný výběr = proces, ve
kterém jednotliví členové populace mají
rovnou a známou šanci na vybrání do vzorku
Systematický náhodný výběr = výběr každého
n-tého, počínajíc od náhodně vybraného,
prvku v řadě
Stratifikovaný náhodný výběr = rozdělení celé
populace do vrstev a výběr vzorku v rámci
nich
Pohodlný výběr = Vzorek sestavený
výzkumníkem bez upřesnění postupu
Výběr podle úsudku = vzorek sestavený podle
úsudku a statistické analýzy reprezentativnosti
prvků populace výzkumníkem
Metoda dotazování = výzkum, založený na
údajích získaných dotazováním na fakta,
názory nebo další informace
Dotazník = nástroj ke shromažďování údajů,
použitelný pro všechny metody dotazování?
Strukturované otázky = otázky, které požadují
krátké a přesné odpovědi
Nestrukturované otázky = otázky, které dávají
respondentům velkou míru volnosti a
kreativity při formulování odpovědí
Semi-strukturované otázky = Otázky, které
obsahují prvky odpovědi a test na podobnost
slov
Statistická analýza poptávky = Analýza
vztahů mezi faktory marketingového mixu a
dopady na životní prostředí a tržby
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Marketing research department (agency) =
The organisation within an advertising agency
which researches consumer attitudes for the
client, performs demographic studies, tests the
effectiveness of advertising copy or
packaging, or conducts research for agency
itself
Syndicated research services = The scheduled
reports which spell out what consumers are
buying and what is happening to a product in
the market place
Affect referral decision rule = A type of
decision rule where selections are made on
the basis of overall impressions or affective
summary evaluation of the various
alternatives under consideration
Alpha activity = A measure of the degree of
brain activity that can be used to assess an
individual’s reactions to an advertisement
80/20 rule = The principle that 80 percent of
sales volume for a product or service is
generated by 20 percent of the customers
Contribution margin = The difference
between the total revenue generated by a
product of brand and its total variable costs
Theatre tests = An expensive method of
judging the effectiveness of television
commercials. Consumers groups are brought
into theatres, supposedly to see pilots of
forthcoming television series. They are asked
their opinions not only of the pilots but also of
the impact and effectiveness of commercials
Time series analysis = Analysis that identifies
and measures repetitive influences on sales
patterns over time
Value analysis = A cost-reduction program in
which customers study each component of a
supplier’s product to determine whether it can
be redesigned, standardised, or produced
more cheaply
Vendor analysis = The buying organisation’s
systematic evaluation and rating of
prospective suppliers
Work load analysis = A method which
establishes standards for the number of sales
calls required and the time needed to make
those calls
Contests = Strategy that requires consumers
to compete for prizes, typically by completing
some type of puzzle or stating why they like
Pravidlo rozhodování podle dojmu ze vztahu
k řešení = pravidlo rozhodování vybírající
alternativu podle dojmu nebo ze souhrnu
zvažovaných alternativ
Alfa aktivita = Měření stupně mozkové
aktivity, která může být použita ke stanovení
reakce jednotlivce na reklamu
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the product “in 25 words or less”
Cross-tabulation = The method of comparing
the responses to one question with the
responses to another
Delphi technique = The procedure of
environmental forecasting by a group of
experts who are solicited anonymously and
asked to predict the likelihood and time of
occurrence of significant events
Experimental method = The method based on
the study of the relationship between two or
more variables under controlled conditions
Focus group = A small number of ‘typical’
consumers who discuss their reactions to a
product concept in the presence of a group
leader
Forecasting = The prediction of what buyers
in a target market are likely to do under a
given set of conditions, such as the prediction
of how much of a product will be purchased
by a particular market segment given a
particular price of the product
Historical and quantitative forecasts = A
projection of future sales based on sales
patterns and/or mathematical calculations
Judgement forecast = The prediction rely
upon the opinions of informed participants or
outside consultants
Audimeter = An electric measurement device
that is hooked to a television set to record
when the set is turned on and the channel to
which it is tuned
Benchmark measures = Measures of a target
audience’s status concerning response
hierarchy variables such as awareness,
knowledge, image, attitudes, preferences,
intentions, or behaviour. These measures are
taken at the beginning of an advertising or
promotional campaign to determine the
degree to which a target audience must be
changed or moved by a promotional campaign
Prospecting = A systematic process of
identifying new buyers
Irregular events = (1) Random events such as
acts of God (e.g. earthquakes, fires, floods).
(2) Windfall sales contracts
Consumer juries = A method of pretesting
advertisements by using a panel of consumers
who are representative of the target audience
and provide ratings, rankings, and/or
Delfská technika = Postup předpovídání změn
prostředí skupinou anonymních expertů, kteří
předpovídají pravděpodobnost a čas, kdy
nastanou významné události se nazývá
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evaluations of advertisements
Marketing Strategies
Marketingové strategie
Strategic planning = The process of
developing and maintaining a strategic fit
between the organization's goals and
capabilities and its changing marketing
opportunites. It involves defining a clear
company mission, setting supporting
objectives, designing a sound business
portfolio, and coordinationg functional
strategies
Mission statement = A statement of teh
organization's purpose—what it wants to
accomplish in the larger environment
Business portfolio = The collection of
business and products that make up the
company
Portfolio analysis = A tool by which
management identifies and evaluates that
various businesses that make up the company
Strategic Business Unit (SBU) = A unit of the
company that has a separate mission and
objectives and that can be planned
independently from other company business.
An SBU can be a company division, a product
line within a division, or sometimes a single
product or brand
Growth-share matrix = A portfolio-planning
method that evaluates a company's strategic
business units in terms of their market growth
rate and relative market share. SBU's are
classified as stars, cash cows, question marks,
or dogs
Product-market expansion grid = A portfolioplanning tool for identifying company growth
opportunites through market penetration,
market development, product development, or
diversification
Market penetration = A strategy for company
growth by increasing sales of current products
to current market segments without changing
the product
Market development = A strategy for
company growth by identifying and
developing new market segments for current
company products
Product development = A strategy for
company growth by offering modified or new
prodcuts to current market segments.
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Developing the product concept into a
physical product in order to ensure that the
product idea can be turned into a workable
product
Diversification = A strategy for company
growth by starting up or acquiring businesses
outside the company's current products and
markets
Marketing process = The process of (1)
analyzing marketing opportunites, (2)
selecting target markets, (3) developing the
marketing mix, and (4) managing the
marketing effort
Demand or market levels = population,
potential, available, qualified, served, and
penetrated
Company strategies = low cost,
differentiation, focusing
Market strategies = positioning, innovation,
life cycle, competition, global reach
Stupně poptávky / trhu = populace, potenciál
dostupný, kvalifikovaný, obsluhovaný a
obsazený
Firemní strategie = nízkých nákladů, odlišení,
přizpůsobování nabídky
Strategie trhu = umísťování (rychlost),
inovativnost, životní cyklus (udržitelnost),
konkurenční, globální
Homogenity and heterogenity = extremes of
Homogenita a heterogenita = extrémy
consistency influencing pricing, targeting, and konzistence, ovlivňující oceňování,
a size of target segment for product
zaměřování a velikost cíleného segmentu pro
výrobek
Competitive strategies = challenger,
Konkurenční strategie = vyzyvatel,
competitive position, market leader, follower, konkurenční pozice, vůdce trhu, ten v závěsu,
nicher
výklenkář
Ansoff matrix = penetration, diversification
Ansoffova matice = Penetrace, vývoj
and development of products and markets
výrobku, vývoj trhu a diversifikace
depending on new or mature markets or
v závislosti na zralosti výrobků a trhů
products
Portfolio = A collection of businesses owned
and managed by a parent corporation
Individualized portfolio techniques =
Portfolio techniques which develop specific
company definitions of business strength, and
of market attractiveness, rather than using the
simpler definitions of the Boston Consulting
group for those factors of market share and
market growth
19
Stars = A company‘s ‚big winners‘ – business
that hold high relative market shares in highgrowth markets
Strategy = The major objectives of the
organisation and a general plan for achieving
these objectives
Strategic management = The management of
a strategy; it involves at least four steps, i.e.
analysing, planning, implementing, and
control
80/20 principle = A “law” which states that
80 percent of business in a territory comes
from 20 percent of accounts- and,
controversely, that only 20 percent of
business comes from the other 80 percent of
accounts (which is in reality only
approximate)
Marketing strategy = An overall statement of
an organisation‘s goals in terms of markets
(Who are our customers) and products (What
are we selling) = The marketing logic by
which the business unit hopes to achieve its
marketing objectives
Strategic business unit = A single business
with its own unique goal or mission, its own
products or services, its own identifiable
group of customers, its own competitors, its
own resources, and a responsible manager
Strategic control = The control of major
strategy directions
Market segmentation = (1) The division of
large, dissimilar populations into smaller,
more similar groups. (2) The process of
subdividing large, heterogenous (dissimilar)
whole markets into smaller, homogenous
(similar) parts of submarkets = Dividing a
market into distinct groups of buyers on the
basis of needs, characteristics, or behavior
who might require separate products or
marketing mixes
Market segment = A group of consumers who
respond in a similar way to a given set of
marketing efforts
Segment marketing = Isolating broad
segments that make up a market and adapting
the marketing to match the needs of one or
more segments
Niche marketing = Focusing on subsegments
or niches with distinctive traits that may seek
a special combination of benefits
20
Micromarketing = The practice of tailoring
products and marketing programs to suit the
tastes of specific individuals and locations—
includes local marketing and individual
marketing
Local marketing = Tailoring brands and
promotions to the needs and wants of local
customer groups—cities, neighborhoods, and
even specific stores
Individual marketing = Tailoring products and
marketing programs to the needs and
preferences of individual customers—also
labeled one-to-one marketing, customized
marketing, and markets-of-one marketing
Segmentation variables = Factors by which
Segmentační proměnné = Geografie,
market segments are formed, e.g., geographic, demografie, psychografie a chování
demographic, socio-economic, behavioural,
and psychographic variables
Geographic segmentation = Dividing a market
into different geographical units such as
nations, states, regions, counties, cities, or
neighborhoods
Demographics = A catchall term referring to
particular variables describing populations,
such as age or sex
Age and life-cycle segmentation = Dividing a
market into different age and life-cycle group
Gender segmentation = Dividing a market
into different groups based on sex
Income segmentation = Dividing a market
into different income groups
Behaviouristic segmentation = A method of
segmenting a market by dividing customers
into groups based on their usage, loyalties, or
buying responses to a product or service
Psychographics = The system of measurement
of life styles
Psychogenic needs = Needs which arise from
learning and socialisation
Behavioral segmentation = Dividing a market
into groups based on consumer knowledge,
attitude, use, or response to a product
Benefit segmentation = A method of
segmenting markets on the basis of the major
benefits consumers seek in a product or
service
Occasion segmentation = Dividing the market
into groups according to occasions when
buyers get the idea to buy, actually make their
purchase, or use the purchased item
21
Intermarket segmentation = Forming
segments of consumers who have similar
needs and buying behavior even though they
are located in different countries
Target market = A set of buyers sharing
common needs or characteristics that the
company decides to serve
Market targeting = The process of evaluating
each market segment's attractiveness and
selecting one or more segments to enter
Differentiated marketing = The strategy of
pursuing several market segments with
particular products and marketing mixes
designed for the needs of each = A type of
marketing strategy whereby a firm offers
products or services to a number of market
segments and develops separate marketing
strategies for each
Undifferentiated marketing = The process
opposite of market segmentation; i.e.,
marketers define their products as broadly as
possible and promote a product or service to
anyone capable of making a purchase
Concentrated marketing = The strategy of
focusing on a single, easily defined, profitable
market segment
Product-oriented positioning = The strategy
that rests on some attribute inherent in a
product’s makeup, packaging, use, or price
Market positioning = Arranging for a product
to occupy a clear, distinctive, and desirable
place relative to competing products in the
minds of target consumers
Product positioning = The proces by wich
marketers create and image in buyers’ minds
and control buyers’ perceptions of their
product
Repositioning = The conscious effort to
change consumers’ perceptions of a product –
may be in order when marketers discover that
a product appeals to other market segments
Consumer oriented positioning = The strategy
aimed at getting the consumer to perceive a
product in some unique, personally related
manner, regardless of the product’s
characteristics
Value proposition = The full positioning of a
brand—the full mix of benefits upon which it
is positioned.
Marketing planning = The process through
22
which an organisation designs the offerings
that will satisfy the needs of its target markets
Marketing research = The systematic and
objective research for and analysis of
information relevant to the identification and
solution of any problem in the field of
marketing
Marketing plan = A written document that
contains the firm’s marketing strategy and
tactics
Product life cycle = The product‘s stages of
development, which consist of introductory,
growth, maturity and decline stage
Demand curve = A curve that specifies the
quantities demanded at various prices at a
given time
Experience curve = A curve reflecting the fact
that the costs of doing something tend to
decrease as the organisation gains experience
doing it
Fad = A cycle that is different from fashion
only in the length of time, which is relatively
short
Fashion + A cycle usually starting with a
designer‘s need to be different, and his or her
sense that the new design will be acceptable
to at least a segment of the market
Life cycle extension = The process of finding
new uses for the same product by the same
users
Market modification = turning non-users to
users, entry on new segments, reaching
customers of competitors, more frequent and
heavier use of product
Product modification = improvement quality,
features and style of product
Mix modification = special and volume
discounts, credit accessibility, broadening
assortment, more outlets, channels,
advertising costs, change of message, media,
timing, rebates, gifts, display, territories,
delivery speed, and servicing
Introductory stage = A stage in a product‘s
life in which an innovation is alone in the
market
Growth stage = A stage in a product‘s life in
which sales and profits grow rapidly,
competitors are attracted to the growing
market, and cash flow can still be negative
because of firm‘s efforts to establish a strong
Modifikace trhu = převedení neuživatelů na
uživatele, vstup na nové segmenty, získání
spotřebitelů konkurence, častější a silnější
užívání,
Modifikace výrobku = zlepšení jakosti, rysů a
stylu
Modifikace mixu = zvláštní a množstevní
slevy, dostupnost úvěru, širší sortiment, více
obchodů, kanálů, nákladů na reklamu, změna
zprávy, médií, načasování, rabatů, dárků,
vystavení, teritorií, rychlosti dodávky, a šíře
obsluhy
23
market share ahead of competitors. The
market is usually turbulent in this period
Maturity stage = A stage in which sales
growth slows, the market becomes saturated,
and profits are high but begin to decline as
market leaders cut prices in order to gain
share
Decline stage = A stage in which total
demand decreases, leading to a further
dropout of competitors until only a few
remain
Alternatives of introductory pricing = slow,
Alternativy cenotvorby při zavádění = rychlé
and rapid penetration, eventually skimming
a pomalé pronikání a rychlé a pomalé sbírání
Concept testing = A process involving the
accumulation and evaluation of consumers‘
reactions to a new product idea before the
product is actually developed
Market share analysis = An evaluation of the
firm‘s performance in comparison to that of
its competitors
Relative market share = A firm‘s market share
divided by the market share of its largest
competitor
Secular trends = The raising or falling
patterns of sales over a period of years
Seasonal patterns = The consistent sales
patterns within a year which are based on
factors such as weather or holidays
Growth-share matrix = A matrix that explains
how market share, market growth, and cash
flows are related
Marketing implementation = The process that
turns marketing strategies and plans into
marketing actions in order to accomplish
strategic marketing objectives
Marketing audit = A comprehensive,
systematic, independent, and periodic
examination of a company's environment,
objectives, strategies, and activities to
determine problem areas and opportunites and
to recommend a plan of action to improve the
company's marketing performance
Barrier to entry = Conditions that make
difficult for a firm to enter the market in a
particular industry, such as high advertising
budgets
Price
Price = Both the value that buyers place on
what is exchanged and the marketers’
Cena
24
estimates of that value
Target costing = Pricing that starts with an
ideal selling price, then targets costs that will
ensure that the price is met
Fixed costs = Costs that do not vary with
production or sales level
Variable costs = Costs that vary directly with
the level of production
Total costs = The sum of the fixed and
variable costs for any given level of
production
Experience curve (learning curve) = The drop
in the average per-unit production cost that
comes with accumulated production
experience
Demand curve = A curve that shows the
number of units the market will buy in a given
time period at different prices that might be
charged
Price elasticity = A measure of the sensitivity
of demand to changes in price
Total costs approach = An overall
examination of the costs involved in moving
finished goods from the end of the production
line into customers’ hands
Break-even pricing (target profit pricing) =
Setting price to break even on the costs of
making and marketing a product; or setting
price to make a target profit
Value-based pricing = Setting price based on
buyers' perceptions of value rather than on the
seller's cost
Value pricing = Offering just the right
combination of quality and good service at a
fair price
Competition-based pricing = Setting prices
based on the prices that competitors charge
for similar products
Equilibrium (market) price = The price at the
point where supply equals demand
Basic price = The amount marketers estimate
consumers will pay for the core product
List price = The amount at which a product is
priced for final buyers, wheather individual
consumers or organisation
Cross-elasticity of demand = The degree to
which the quantity of one product demanded
will increase or decrease in response to
changes in the prices of another product
Functional accounts = Accounting units
25
which divide expenditures according to their
purpose
Functional (trade) discounts = Price
concessions which compensate intermediaries
for providing such services as storage,
handling, and selling
Functional organisation = The organisation
method which divides the marketing
operation into groups according to their
assigned tasks
Experience-curve pricing = A strategy that
takes into account the costs of competing
firms based on their experience in producing
goods
Competiton-oriented pricing = A strategy
whereby prices are set based on what a firm’s
competitors are charging
Flexible pricing = Charging different prices to
different customers usually based on
negotiations and bargaining; it is rare but not
unknown in the USA in consumer marketing,
but is more prevalent in organisational
marketing
Customary pricing = Pricing that matches
buyer’s expectations about the costs of certain
items; prices reflect custom and tradition, and
changes are infrequent
Fair trade = The practice through which
producers attempt to control the retail price of
their products
Skimming = A strategy that is characterised
by a high initial prices and promotional
expenditures; the intent is to “skim the cream”
from the market before anyone else can serve
it
Discretionary income = The amount of
personal income left after paying taxes, and
after paying for necessities such as food,
shelter, and clothing
Disposable income = The amount of personal
income left after taxes
Downward-sloping demand, the law of = The
law predicting that when the price of a good is
rased, less of it is demanded
Upward-sloping supply, the law of = The law
stating that when the price of a good is rased
(at the same time that all other things are held
constant), more of it will be produced
Elastic demand = A given percentage change
in price results in a greater percentage change
26
in the quantity Elasticity of demand = The
degree to which the quantity produced and
sold will increase in response to changes in
price demanded
Uniform delivered pricing = Freight charges
are added to the base price of the product such
as that all buyers pay the same price
regardless of their location
Price fixing = When competitors, through
formal contracts or collusive actions, jointly
agree upon prices
Warranty = The producer’s assurance that the
product will meet buyers’ expectations or that
buyers will be compensated in some way if
the product fails to meet expectations
Penetration = Marketers set low initial prices
in an attempt to capture mass markets
Price lining = A manufacturer or retailer sets
a limited number of prices for selected lines
of products
Product line pricing = Setting the price steps
between various products in a product line
based on cost differences between the
products, customer evaluations of different
features, and competitors' prices
Optional-product pricing = The pricing of
optional or accessory products along with a
main product
Captive-product pricing = Setting a price for
products that must be used along with a main
product, such as blades for a razor and film
for a camera
By-product pricing = Setting a price for byproducts in order to make the main product's
price more competitive
Product bundle pricing = Combining several
products and offering the bundle at a reduced
price
Discounts = The reduction from the list price
to be paid by consumers which represents the
revenue source for intermediaries
Cash discounts = Price reductions given to
buyers who pay for purchases within a stated
period; they are not cash payments
Quantity discount = A price reduction to
buyers who buy large volumes
Cumulative quantity discounts = A discount
that applies to one buyer’s orders over a
specified time-perhaps 6- or 12- month period
Functional discount = A price reduction
27
offered by the seller to trade channel members
who perform certain functions such as selling,
storing, and record keeping
Seasonal discounts = Discounts granted to
early or offseason buyers of products that
have peak selling periods
Allowance = Promotional money paid by
manufacturers to retailers in return for an
agreement to feature the manufacturer's
products in some way
Segmented pricing = Selling a product or
service at two or more prices, where the
difference in prices is not based on
differences in costs
Psychological pricing = A pricing approach
that considers the psychology of prices and
not simply the economics; the price is used to
say something about the product
Reference prices = Prices that buyers carry in
their minds and refer to when they look at a
given product
Promotional pricing = Pricing that paves the
way for a good old-fashioned sale; prices of
selected items are lowered in an effort to
attract customers
F.O.B. Pricing = F.O.B. stands for “free on
board” and is followed by the designation
“factory” or “destination” to indicate at what
point the buyer assumes treight costs and title
to the product
Uniform-delivered pricing = A geographical
pricing strategy in which the company
charges the same price plus freight to all
customers, regardless of their location
Zone pricing = A geographical pricing
strategy in which the company sets up two or
more zones. All customers within a zone pay
the same total price; the more distant the
zone, the higher the price
Basing-point pricing = A geographical pricing
strategy in which the seller designates some
city as a basing point and charges all
customers the freight cost from that city to the
customer location, regardless of the city from
which the goods are actually shipped
Freight-absorption pricing = A geographical
pricing strategy in which the seller absorbs all
or part of the actual freight charges in order to
get the desired business
Geografic pricing = Pricing decisions which
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account for who takes responsibility for
transportation charges-the seller or the buyer
Premiums = Gifts to paying customers; they
are generally claimed throughthe mail by
sending the marketer a number of proof-ofpurchase lables or box tops
Patronage reward = Cash or other award for
the regular use of a certain company's
products or services
Cents-off coupons = Coupons that offer
buyers minor price reductions at the point of
sale
Premium price differential = The additional
money consumers will pay for the augmented
product
Promotional discounts = Discounts for
encouraging promotion and sales efforts by
intermediaries
Bonus packs = Special packaging that
provides consumers with extra quantity of
merchandise at no extra charge over the
regular price
Prestige pricing = When the seller
internationally sets prices at levels high
enough to connote an image of quality status
Multiple-unit pricing = A form of
promotional pricing where the product is
priced for more than one unit, such “as two
for one” sale
Predatory pricing = The practice by which
large firms set extremely low prices in an
effort to undercut small competitors and drive
them out of business
Price discrimination = Selling the same
product to different customers for different
price
Non-cumulative quantity discounts = Price
concessions based on quantity ordered on
each individual sale
Odd-even pricing = The practice which
assumes that consumers will perceive prices
such as $9.95 as being “$9 and something”
ratner than as “almost $10”.
Cost-plus pricing = A strategy that assumes a
basic cost per unit and then adds a markup to
provide a margin that covers overhead costs
and returns a profit
Cost/volume/profit analysis = An approach
which calculates the effect on profits of
different prices, given different levels of
29
demand in response to those prices
Price-off promotions = A strategy that
involves temporary price reductions to
retailers with the intent that savings will be
passed along to consumers
Non-price competition = When firm’s
strategy is advanced by components of the
marketing mix other than price: the product
itself, the distribution systém, or the
promotional campaign
Push money = Special bonuses paid by a
marketer to an intermediary’s sales force
Quantity discounts = Price concessions that
are based either on number of units purchased
or on the total dollar amount; they are used to
encourage larger orders from a single buyer
Rebates = A promotional method which
provides for financial returns to buyers from
the manufacturer after the purchase has taken
place
Cash refund offer (rebate) = Offer to refund
part of the purchase price of a product to
consumers who send a "proof of purchase" to
the manufacturer
Price pack (cents-off deal) = Reduced price
that is marked by the producer directly on the
label or package
Self-liquidator = The consumer must pay a
small charge for the premium to help cover
the marketer'’ expenses; if this charge
completely covers a marketer'’ costs, the
premium is called a self-liquidator
Place
Místo
Distribution channel = A set of
interdependent organizations involved in the
process of making a product or service
available for use or consumption by the
consumer or business user
Channel level = A layer of intermediaries that
performs some work in bringing the product
and its ownership closer to the final buyer
Direct marketing channel = A marketing
channel that has no intermediary levels
Indirect marketing channel = Channel
containing one or more intermediary levels
Channel conflict = Disagreement among
marketing channel members on goals and
roles—who should do what and for what
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rewards
Conventional distribution channel = A
channel consisting of one or more
independent producers, wholesalers, and
retailers, each a separate business seeking to
maximize its own profits even at the expense
of profits for the system as a whole
Vertical marketing system (VMS) = A
distribution channel structure in which
producers, wholesales, and retailers act as a
unified system. One channel member owns
the others, has contracts with them, or has so
much power that they all cooperate
Corporate VMS = A vertical marketing
system that combines successive stages of
production and distribution under single
ownership—channel leadership is established
through common ownership
Administered VMS = A vertical marketing
system that coordinates successive stages of
production and distribution, not through
common ownership or contractual ties but
through the size and power of one of the
parties
Horizontal marketing system = A channel
arrangement in which two or more companies
at one level join together to follow a new
marketing opportunity
Hybrid marketing channel = Multichannel
distribution system in which a single firm sets
up two or more marketing channels to reach
one or more customer segments
Disintermediation = The elimination of a
layer of intermediaries from a marketing
channel or the displacement of traditional
resellers by radically new types of
intermediaries
Intensive distribution = Stocking the product
in as many outlets as possible
Exclusive distribution = Giving a limited
number of dealers the exclusive right to
distribute the company's products in their
territories
Selective distribution = The use of more than
one, but fewer than all, of the intermediaries
who are willing to carry the company's
products
Intermodal transportation = Combining two or
more modes of transportation
Integrated logistics management = The
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logistics concept that emphasizes teamwork,
both inside the company and among all the
marketing channel organizations, to maximize
the performance of the entire distribution
system
Third-party logistics provider = An
independent logistics provider that performs
any or all of the functions required to get their
clients' product to market
Transit time = The time from receipt of the
order to delivery of the goods
Combined transportation modes = A
transportation method which utilises more
than one type of carrier
Vertical conflict = The conflict which occurs
between members above and below each
other in the distribution channel-between the
manufacturer and intermediaries, or between
intermediaries such as wholesalers and
retailers
Horizontal conflict = The conflict which
arises between wholesalers and retailers of the
same level and type in a channel
Intertype conflict = The conflict which occurs
when different kinds of intermediaries are part
of the distribution channel
Conflict resolution = Accomodation of
various channel members to decisions
designed to promote the overall goals of the
distribution channel
Horizontal integration = The process which
brings together a number of channel members
at the same level and puts them under single
ownership
Vertikální konflikt = konflikt, který nastává
mezi členy nad a pod sebou na distribuční
cestě mezi výrobcem a prostředníky nebo
mezi prostředníky typu velkoobchodníků a
maloobchodníků
Horizontální konflikt = konflikt, který vzniká
mezi velko a maloobchodníky na stejné
úrovni v distribučním kanálu
Konflikt mezi typy = konflikt, který nastává
při souběžném působení různých prostředníků
v distribučním kanálu
Place utitility = The usefulness gained when
something of value is received where it is
wanted
Retailing = All activities involved in selling
goods or services directly to final consumers
for their personal, nonbusiness use
Specialty store = A retail store that carries a
narrow product line with a deep assortment
within that line
Supplies = Items that are not incorporated into
the buying organisation’s products;goods
needed to keep everyday operations going
Supply = A relation showing the various
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amounts of a commodity that a seller would
be willing and able to make available for sale
at possible alternative prices during a given
period of time, all other things remaining the
same
Distribution channels = Channels that are
made up of manufacturers or service
producers and wholesalers and retailers
through which products are marketed to
consumers and organisational buyers
Channel length = The number of levels in a
distribution channel
Channel strategy = Decisions which center on
choosing and attracting the most effective
types and the most efficient number of
distributors in the best georgaphical locations
Channel width = The number of
intermediaries found at the same level in the
channel
Direct channels = The channels in which
producers sell directly to final buyers; no
intermediaries are involved
Multiple channles = Cannels which include
different kinds of intermediaries at the same
level
Voluntary chains = Wholesaler-sponsored
organisations of independent retailers who
practice bulk buying and similar
merchandising techniques
Procurment costs = Inventory expenses that
arise from the ordering process itself
Selective demand = A preference among
buyers for specific brands
Selective distribution = A systém in which
only a certain number of intermediaries, or
those of o certain type, are chosen to
distribute the product
Position = A product’s category and its
relative standing within that category
Category development index (CDI) = An
index that is calculated by taking the
percentage of a product category’s total sales
that occur in a given market area as compared
to the percentage of the total population on
the market
Category management = An organisational
systém whereby managers have responsibility
for the marketing programs for a particular
category or line of products
Product category organisation = The
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organisation method that assigns marketing
tasks by product category or brand
Slotting fees = Payments demanded by
retailers before they will accept new products
and find "slots" for them on the shelves
City zone = A category used for newspaper
circulation figures that refers to a market area
composed of the city where paper is published
and contiguous areas similar in character to
the city
Product line exclusivity = An agreement that
the agency will not work on a competing
product for the duration of the relationship
Polarity retailing = The concept stating that
the successful forms of retailing is at the
extremes; either the large mass merchandisers
whith highly efficient operations, or the very
small “boutique” retailers with a very deep
line of merchandise in a very limited product
line
Multilevel merchandiser = Those corporate
retail chains which, by dint of size, have
integrated backward and have achieved strong
control over (if not ownership of) their
wholesalers as well as their manufacturers
Cease and desist order = An action by the
U.S. Federal Trade Commission that orders a
company to stop engaging in a practice that is
considered deceptive or misleading until a
hearing is held
Corrective Advertising = An action by
Federal Trade Commission whereby an
advertiser can be required to run advertising
messages designed to remedy the deception or
misleading impression created by its previous
advertising
Reseller markets = Firms that acquire goods
and services in order to sell them again
Special sales representatives = People who
promote the product directly to those who
purchase it, to intermediaries, or to those who
recommend it, but who do not actually take
orders
Retailers = Merchants whose main business is
selling directly to ultimate consumers
Wheel of retailing concept = A concept of
retailing that states that new types of retailers
usually begin as low-margin, low-price, lowstatus operations but later evolve into higherpriced, higher-service operations, eventually
34
becoming like the conventional retailers they
replaced
Retailer co-operatives = Centralised buying
organisations set up by retailers themselves
Convenience stores = Stores featuring
convenience: long store hours (often 24 hours
each day), ease of access, and quick shopping
for items such as bread, milk, eggs, cigarettes,
and newspapers
Off-price retailers = Stores that differ from
other discounters in that they feature, almost
exclusively, name-brand and designer label
apparel at prices significantly below those in
department and specialty stores
Strait commission = A financial incentive
based solely on sales results; each increment
of sales increases the commission
Scrambled merchandising = The
contemporary practice among retailers of
expanding their product lines beyond those
traditionally carried, leading to competition
between types of retailers
Supermarkets = Self-selection stores that sell
a complete range of food and other items from
various departments
Superstores = Stores that go well beyond
combination stores by carrying such nonfood
items as garden supplies, alcoholic beverages,
books, housewares, and hardware
Urban shopping malls = Collections of shops
and department stores located in or near
central business districts
Shopping center = A group of commercial
establishments planned, developed, owned,
and managed as a unit related in location,
size, and type of shops to the trade area that it
services, and providing on-site parking in
definite relationships to the types and sizes of
stores it contains
Full-service retailers = Specialty shops,
boutiques, and top-of-the-line department
stores
Department stores = Stores characterised by
wide and deep product mixes; individual
departments within store; mid- to upper-level
prices; and extensive services
Discount houses = Stores that are much like
department stores except that their primary
appeal is low price
Discount store = A retail institution that sells
35
standard merchandise at lower prices by
accepting lower margins and selling at higher
volume
Hypermarché = A very large store (80.000
square feet and up) that adds furniture,
appliances, and clothing to the items found in
superstores
Specialty stores = Stores characterised by
narrow product mixes with deep product
lines, a high level of personal services, and
relatively high prices
Category killer = Giant specialty store that
carries a very deep assortment of a particular
line and is staffed by knowledgeable
employees
Convenience store = A small store, located
near a residential area, that is open long hours
seven days a week and carries a limited line
of high-turnover convenience goods
Combination store = Store that carry over-thecounter and prescription drugs in addition to
food items
Self-selection retailers = Stores that provide
few services or sales personnel and sell
mostly staples and homogenous shopping
goods
Off-price retailer = Retailer that buys at lessthan-regular wholesale prices and sells at less
than retail
Independent off-price retailer = Off-price
retailer that is either owned and run by
entrepreneurs or is division of larger retail
corporation
Factory outlet = Off-price retailing operation
that is owned and operated by a manufacturer
and that normally carries the manufacturer's
surplus, discontinued, or irregular goods
Warehouse club = Off-price retailer that sells
a limited selection of brand name grocery
items, appliances, clothing, and a hodgepodge
of other goods at deep discounts to members
who pay annual membership fees
Chain stores = Two or more outlets that are
owned and controlled in common, have
central buying and merchandising, and sell
similar lines of merchandise
Franchise = A contractual association
between a manufacturer, wholesaler, or
service organization (a franchiser) and
independent businesspeople (franchisees) who
36
buy the right to own and operate one or more
units in the franchise system
Franchisor = Suppliers of products and
management and marketing expertise that
grant franchisees (dealers) the right to run a
chain-like retailing establishments in return
for fee and royalty arrangements
Franchise organization = A contractual
vertical marketing system in which a channel
member, called a franchiser, links several
stages in the production-distribution process
In-home retailing = Selling that usually takes
the form of a small party given by a hostess or
host to allow friends and neighbours to
examine and order a product line
District sales manager = A line executive who
plans, directs, and controls the activities of
field salespeople
Central business districts = Areas where many
retailers are clustered together to také
advantage of each other’s traffic
Warehouse showrooms = Stores that are
located on low-rent, suburban sites, and focus
on medium-priced furniture and appliances
Limited-service retailers = Some department
store chains and limited-line stores that
concentrate on heterogeneous shopping
products
Wholesaling = All activities involved in
selling goods and services to those buying for
resale or business use
Wholesaler = Organisations which buy
products from producers or other wholesalers
and resell them to retailers or organisational
buyers, or to other wholesalers
Limited-service wholesalers = Wholesalers
who perform only selected functions
Full-service wholesalers = Organisations
which provide almost all the functions of
intermediaries and generally are divided into
three subgroups: general merchandise
wholesalers, single-line wholesalers, and
specialty wholesalers
General merchandise wholesalers =
Wholesaler who handle a broad range of
products, from food and drug items to
plumbing supplies and automotive accessories
Merchant wholesaler = Independently owned
business that takes title to the merchandise it
handles
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Sorting out = The process by which
wholesalers and retailers separate quantities
of products into sizes, colours, quality grades,
and so on
Cash-and-carry wholesalers = Wholesalers
who emphasise reduced costs for small
retailers, but do not provide credit or delivery
Specialty wholesalers = Wholesalers who
have the most restricted inventories, focusing
on items such as health foods or electric
motors
Truck wholesalers = Wholesalers who pick up
quantities of products at commercial markets
and deliver them to retailers in case lots
Drop shippers = Organisations which take
bulk orders from industrial users, other
wholesalers, or retailers; they then order the
desired products from manufacturers, who
ship directly to the customers
Non-store retailing = Retailing that may be
conducted impersonally (through catalogues,
direct mail, and vending machines) or
personally (door-to-door selling, in-home
retailing, and telephone sales)
Door-to-door selling = A form of direct
marketing which involves personal selling to
individuals in their homes
Direct marketing = (1) A form of nonstore
retailing in which a promotional message is
delivered directly to potential customers, who
respond directly to the company rather than
through a traditional point of sale such as
store. (2) Nonstore sales to consumers and
organisational buyers via mail and telephone.
(3) Direct communications with carefully
targeted individual consumers to obtain an
immediate response, and cultivate lasting
customer relationships
Cost per customer purchasing = A cost
effectiveness measure used in direct
marketing based on the cost per sale
generated
Professional sales representatives = Territory
managers whose primary task is persuasive
and creative face-to-face selling and account
management
Agents (brokers) = Intermediaries who help
bring manufacturers and retailers together and
arrange sales for a commission payment; they
do not také legal title to products
38
Broker = A wholesaler who does not take title
to goods and whose function is to bring
buyers and sellers together and assist in
negotiation
Selling agents = Agents who distribute the
entire output of a manufacturer
Commission merchants = Merchants who
receive goods on consignment from
producers, také the merchandise to a central
market, sell at the best price possible, deduct
their commission, and remit the balance to the
producer
Freight forwarders = Agencies which provide
a combining service by which partial
shipments (usually under 500 pounds) are
assembled from several customers
Industrial sales people = People who sell
goods and services used for producing other
goods or for rendering other services
Manufacturer's sales branches and offices =
Wholesaling by sellers or buyers themselves
rather than through independent wholesalers
Vending machines = A form of non-store,
non-personal selling which takes to the
extreme the transaction between consumer
and machine
String streets = Major thoroughfares along
which are found random collections of almost
every kind of store
Support personnel = People who aid efforts of
professional sales representatives and order
takers
Tying contract = An agreement between a
supplier and an intermediary which requires
the intermediary to buy product B in order to
also get product A
Common carriers = Those transportation
providers which offer their services for the
use of others, and are under certain
governmental regulations concerning the
provision of such services
Vertical marketing systems = A system in
which the functions of members at different
levels in the distribution channel have been
integrated under the ownership or influence of
one member in order to set shared goals and
to achieve effective performance
Backward integration = The approach by
which the intermediaries acquire control over
manufacturers
39
Forward integration = The approach in which
the manufacturers acquire control over
wholesalers and retailers
Promotion
Marketing communications mix (promotion
mix) = The specific mix of advertising,
personal selling, sales promotion, public
relations, and direct-marketing tools a
company uses to pursue its advertising and
marketing objectives
Advertising = Any paid form of non-personal
communication, usually delivered through
mass media by an identified sponsor
Personal selling = Personal presentation by
the firm's sales force for the purpose of
making sales and building customer
relationships
Publicity = A form of promotion composed of
newsworthy messages sent through the media
on a non-paid basis
Direct marketing = Direct communications
with carefully targeted individual consumers
to obtain an immediate response, and cultivate
lasting customer relationships
Sales promotion = Short-term incentives to
encourage the purchase or sale of a product or
service
Integrated marketing communications (IMC)
= The concept under which a company
carefully integrates and coordinates its many
communications channels to deliver a clear,
consistent, and compelling message about the
organization and its products
Buyer-readiness stages = The stages
consumers normally pass through on their
way to purchase, including awareness,
knowledge, liking, preference, conviction, and
purchase
Personal communication channels = Channels
through which two or more people
communicate directly with one another,
whether face to face, by telephone, by mail, or
via the Internet
Word-of-mouth influence = Personal
communication about a product between
target buyers and neighbors, friends, family
members, and associates
Prospect = A potential (but not yet) customer
Initial approach = The first contact by a
Propagace
Komunikační (propagační) mix = smíchání
reklamy, osobního prodeje, podpory prodeje,
publicity a nástrojů přímého marketingu, které
firma používá k prosazení své reklamy a
marketingových cílů
40
salesperson with a prospect, usually to
arrange a meeting
Informal information = The mixture of
unorganised, irregular daily communications
which flows to most of us in contemporary
society
Perceptual map = The result of the process
when marketers ask a representative group of
buyers within a market segment to compare
brands in a certain category
Communication = The process of sharing
meaning through the use of symbols = The
passing of information, exchange of ideas, or
processes of establishing shared meaning
between a sender and a receiver
Communications flow = The movement of
information through the channels of
distribution; includes the flow of promotion
from manufacturers through intermediaries to
consumers, and the flow of market
information from consumers back through
intermediaries to manufacturers
5-Ws model of communication = A model of
the communications process that contains five
basic elements” who? (source), says what?
(message), in what way? (channel), to whom?
(receiver), and with what effect? (feedback).
Cognitive processing = The process by which
an individual transforms external information
into meaning or patterns of thought and how
these meanings are used to form judgements
or choices about behavior
Cognitive dissonance = A state of
psychological tension or post-purchase doubt
that a consumer may experience after making
a purchase decision. This tension often leads
the consumer to try to reduce it by seeking
supportive information
Cognitive responses = Thoughts that occur to
a message recipient while reading, viewing,
and/or hearing a communication
Compliance = A type of influence process
where a receiver accepts the position
advocated by a source to obtain favorable
outcomes or avoid punishment
Communication objectives = Goals that an
organisation seeks to achieve through its
promotional program in terms of
communication effect such as creating
awareness, knowledge, image, attitudes,
Kognitivní zpracování = proces, kterým
jednotlivec transformuje externí informaci do
významu nebo vzorce myšlení, a později do
úsudku nebo volby chování
Kognitivní disonance = Stav psychického
napětí nebo pochyb po nákupu, které mohou u
spotřebitele nastat a mohou vyžadovat další
podpůrnou informaci k jejich omezení
Kognitivní odpověď = úvahy příjemce zprávy
při čtení, prohlížení a nebo naslouchání
Compliance (podřísení se) = typ
ovlivňovacího procesu, kde příjemce přijímá
pozici doporučenou zdrojem, aby obdržel
upřednostňované výstupy nebo předešel trestu
Komunikační cíle = komunikační účinky,
kterých organizace chce dosáhnout
prostřednictvím svého propagačního
programu, například povědomí, znalosti,
pověsti, přístupů nebo úmyslu koupit
41
preferences, or purchase intentions
AIDA model = A model that depicts the
AIDA = fáze, kterými se zákazník připravuje
successive stages a buyer passes through in
k nákupu: povědomí, znalost, zalíbení,
the personal selling process including:
preference, důvěra, nákup
attention, interest, desire, and action
Classical conditioning = A learning process
whereby a conditioned stimulus that elicits a
response is paired with a neutral stimulus that
does not elicit any particular response.
Through repeated exposure, the neutral
stimulus becomes to elicit the same response
as the conditioned stimulus
Conditioned response = In classical
conditioning, a response that occurs as a result
of exposure to a conditioned stimulus
Conditioned stimulus = In classical
conditioning, a stimulus that becomes
associated with and unconditioned stimulus
and capable of evoking the same response or
reaction as the unconditioned stimulus
Communication task = Under DAGMAR
approach to setting advertising goals and
objectives, something that can be performed
by and attributed to advertising such as
awareness, comprehension, conviction and
action
DAGMAR = An acronym that stands for
defining advertising goals for measured
advertising results. An approach to setting
goals and objectives developed by Russell
Colley
ASI recall test = A day-after recall test of
television commercials (formerly known as
Burke test)
Central route to persuasion = One of two
routes to persuasion recognised by the
elaboration likelyhood model. The central
route to persuasion views a message recipient
as very active and involved in the
communications process and as having the
ability and motivation to attend to and process
a message
Absolute costs – The actual total cost of
placing an ad in a particular media vehicle.
Follow up = The final selling step which
involves actions after the sale to ensure that
the order is received on time and as specified
Two-step communication = The notion that
communications flow from the media to
opinion leaders, and then from opinion
42
leaders to other members of society
Source = The communicator sending a
message to other party or parties
Receiver = The person who decodes the
message transmited by the source
Counterargument = A type of thought or
cognitive response a receiver has that is
counter or opposed to the position advocated
in a message
Encoding = The process by which a source
chooses signs and symbols to construct a
message
Decoding = The process of translating or
interpreting the symbols of a message to
derive its meaning
Coverage = A measure of potential audience
that might receive an advertising message
through a media vehicle
Feedback = The response or reaction that a
receiver may give the source as a result of
messages
Source credibility = The extent to which the
source of a communication is believable to
the target audience
Channel (medium) = The vehicle for
transmitting a message = The method or
medium by which communication travels
from a source or sender to a receiver
Copy platform = A document that specifies
the basic elements of the creative strategy
such as the basic problem or issue the
advertising must address, the advertising and
communication objectives, target audience,
major selling idea or key benefits to
communicate, campaign theme or appeal, and
supportive information or requirements
Copywriters = Individuals who help conceive
the ideas for ads and commercials and write
the words or copy for them
Body copy = The main text portion of a print
ad. Also often referred as a copy
Billings = The amount of client money
agencies spend on media purchases and other
equivalent activities. Billings are often used
as a way of measuring the size of advertising
agencies
Cost per rating point = A computation used
by media buyers to compare the cost
effeciency of broadcast programs that divides
the cost of commercial time on a program by
43
the audience rating
Cost per thousand = A computation used in
evaluating the relative cost of various media
vehicles that represents the cost of exposing
1000 members of target audience to an
advertising message
Account executive = The individual who
serves as the liasion between the advertising
agency and the client. The account executive
is responsible for managing all of the services
the agency provides to the client and
representing the agency’s point of view to the
client
Reach = The proportion of the target audience
who will see an advertisement at least once
Gross ratings point (GRP) = A unit of reach
times frequency; thus, a GRP of 1 indicates
that 1 percent of target market audience saw
the advertisement once
Adjacencies = Commercial spots purchased
from local television stations that generally
appear during the time periods adjacent to
network programs
Frequency = The number of times, on
average, that each person reached will see or
hear the advertisement
Average frequency = The number of times the
average household reached by a media
schedule is exposed to a media vehicle over a
specified period
Average quarter-hour figure (AQH) = The
average number of persons listening to a
particular station for at least five minutes
during 15-minute period
Average quarter-hour rating = The average
quarter-hour figure estimate expressed as a
percentage of the population being measured
Average quarter-hour share = The percentage
of the total listening audience tuned to each
station as a percentage of the total listening
audience in the survey area
Recall tests = Tests of print advertisements
which do not assists the respondent’s memory
by providing the ads themselves
Concave downward function = An advertising
/sales response function that views the
incremental effects of advertising on sales as
decreasing
Creative execution = The process involved in
deciding how the message is to be said in an
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advertisement
Recognition test = Test of effectiveness of
print advertising which measures the ability to
recognise an advertisement when presented
Reference group = Groups to which people
turn in order to measure the acceptability of
what they do
Attractiveness = A source characteristic that
makes him or her appealing to a message
recipient. Source attractiveness can be based
on similarity, familiarity, or likability
Influencers = People whose expertise or
opinions have a bearing on the purchase
decision
Pull strategy = A strategy through which
marketers aim mass promotional efforts at
consumers and customers with the intent to
create demand which pulls the product
through the channels = A promotion strategy
that calls for spending a lot on advertising and
consumer promotion to build up consumer
demand, which pulls the product through the
channels
Push strategy = A strategy through which
personal selling and sales promotion are
directed at channel members, who then
promote product to consumers = A promotion
strategy that calls for using the sales force and
trade promotion to push the product through
channels
Pulsing (or flighting) = A strategy of
unevenly timed exposure af advertisments
Gatekeepers = Those who can control
information flow to members of the buying
center-and to prospective suppliers
Promotion = All aspects of the marketing mix
designed to communicate with and influence
target markets
Promotion strategy = A communication plan
designed to bring about desired buyer
behaviours by employing a mix of the four
elements of promotion
Promotion mix = The blend of promotional
elements selected and the extent to which
each is used to influence product market,
push-pull, readeness and a life cycle
All-you-can-afford approach = The strategy
of setting the advertising budget as high as
possible
Arbitrary allocation = A method for
Propagační mix = vzájemný poměr smíchání
vybraných prvků propagace podle účinku na
výrobkový trh, tlak a tah, sečtělost a životní
cyklus
45
determining the budget for advertising and
promotion based on arbitrary decisions of
executives
Build-up approach = A method of
determining the budget for advertising and
promotion by determining the specific tasks
that have to be performed and estimating the
costs of performing them. See objective and
task method
Cost plus system = A method compensating
advertising agency whereby the agency
receives a fee based on the cost of the work it
performs plus an agreed amount for profit
Point-of-purchase (POP) promotion = Display
and demonstration that takes place at the point
of purchase or sale
Contests, sweepstakes, games = Promotional
events that give consumers the chance to win
something—such as cash, trips, or goods—by
luck or through extra effort
Salesperson = An individual acting for a
company by performing one or more of the
following activities: prospecting,
communicating, servicing, and information
gathering
Territorial sales force structure = A sales
force organization that assigns each
salesperson to an exclusive geographic
territory in which that salesperson sells the
company's full line
Product sales force structure = A sales force
organization under which salespeople
specialize in selling only a portion of the
company's products or lines
Customer sales force structure = A sales force
organization under which salespeople
specialize in selling only to certain customers
or industries
Workload approach = An approach to setting
sales force size in which the company groups
accounts into different size classes and then
determines how many salespeople are needed
to call on each class of accounts the desired
number of times
Outside sales force = Outside salespeople
who travel to call on customers. Also known
as field sales force
Inside sales force = Inside salespeople who
conduct business from their offices via
telephone or visits from prospective buyers
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Telemarketing = Using the telephone to sell
directly to customers
Team selling = Using teams of people from
sales, marketing, engineering, finance,
technical support, and even upper
management to service large, complex
accounts
Sales quotas = Standards set for salespeople,
stating the amount they should sell and how
sales should be divided among the company's
products
Selling process = The steps that the
salesperson follows when selling, which
include prospecting and qualifying,
preapproach, approach, presentation and
demonstration, handling objections, closing,
and follow-up
Prospecting = The step in the selling process
in which the salesperson identifies qualified
potential customers
Preapproach = The step in the selling process
in which the salesperson learns as much as
possible about a prospective customer before
making a sales call
Approach = The step in the selling process in
which the salesperson meets and greets the
buyer to get the relationship off to a good start
Presentation = The step in the selling process
in which the salesperson tells the product
"story" to the buyer, showing how the product
will make or save money for the buyer
Handling objections = The step in the selling
process in which the salesperson seeks out,
clarifies, and overcomes customer objections
to buying
Closing = The step in the selling process in
which the salesperson asks the customer for
an order
Follow-up = The last step in the selling
process in which the salesperson follows up
after the sale to ensure customer satisfaction
and repeat business
Relationship marketing = The process of
creating, maintaining, and enhancing strong,
value-laden relationships with customers and
other stakeholders
Consumer-oriented sales promotion = Sales
promotion techniques that are targeted to the
ultimate consumer such as coupons, samples,
contests, rebates, sweepstakes, and premium
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offers
Clients = The organisations with the products,
services, or causes to be marketed and for
which advertising agencies and other
marketing promotional firms provide services
Advertising objective = A specific
communication task to be accomplished with
a specific target audience during a specific
period of time
Business-to-business advertising =
Advertising used by one business to promote
the products and/or services it sells to another
business
Attitude toward the ad = A message
recipient’s affective feelings of favorability or
unfavorability toward an advertisement
Advertising appeal = The basis or approach
used in an advertising message to attract the
attention or interest of consumers and / or
influence their feelings toward the product,
service, or cause
Creative execution style = The manner in
which a particular advertising appeal is
transformed into a message
Affect referral decision rule = A type of
decision rule where selections are made on
the basis of an overall impression or affective
summary evaluation of the various
alternatives under consideration
Consent order = A settlement between a
company and the Federal Trade Commission
whereby an advertiser agrees to stop the
advertising or practice in question. A consent
order is for settlement purposes only and does
not constitute an admission of guilt
Carryover effect = Delayed or lagged effect
whereby the impact of advertising on sales
can occur during a subsequent time period
Advertising campaign = a comprehensive
advertising plan that consists of a series of
messages in a variety of media that centre on
a single theme or idea
Advertisers = The identified sponsors who
pay to promote their goods, services, and
ideas to target audiences
Advertising agency = A firm that specialises
in the creation, production, and placement of
advertising messages and may provide other
services that facilitate the marketing
communication process
48
Clipping service = A service which clips
competitors’ advertising from local print
media allowing the company to monitor the
types of advertising they are running or to
estimate their advertising expenditures
Advertising creativity = The ability to
generate fresh, unique, and appropriate ideas
that can be used as solutions to
communication problems
Advertising manager = The individual in the
organisation who is responsible for the
planning, co-ordinating, budgeting, and
implementing of the advertising program
Big idea = A unique idea for an advertisement
or campaign that attracts consumers’
attention, gets a reaction, and sets the
advertiser’s product or service apart from the
competition
Advertising specialities = Items used as
giveaways to serve as a reminder or stimulate
remembrance of a company or brand such as
calendars, T-shirts, pens, key tags, and the
like. Specialities are usually imprinted with a
company or brand name or other identifying
marks such as address and phone number
Advertising substantiation = A Federal Trade
Commission regulatory program that requires
advertisers to have documentation to support
the claims made in their advertisements
Affirmative disclosure = A U.S. Federal
Trade Commission program whereby
advertisers may be required to include certain
types of information in their advertisements
so consumers will be aware of all
consequences, conditions, and limitations
associated with the use of product or service
Image advertising = Advertising which aims
to establish a positive identity for the
corporation or to rebut criticism
Advocacy or issue advertising = Advertising
which takes a stand on some issue on behalf
of the advertiser; is not designed to promote
products
Advocacy advertising = Advertising that is
concerned with the propagation of ideas and
elucidation of social issues of public
importance in a manner that supports the
position and interest of the sponsor
Continuity = The strategy of scheduling the
advertising evenly over the weeks and months
49
of the year = Media scheduling strategy where
a continuous pattern of advertising is used
over the time span of the advertising
campaign
Characterisation attributes = Those attributes
used in advertising which associate the
product with the kind of people who use it
Pioneer advertisements = Advertisements that
that increase primary demand for the product
that bring nonusers into the users category
Direct action advertisements =
Advertisements designed to move consumers
and customers to take some immediate action
Emotional advertisements = Advertisements
that attempt to create moods that will
subsequently be associated with the product
Financial-relation advertising = Advertising
which portrays the corporation as fiscally
sound and run by forward-looking
management
Competitive advertisements = Advertisements
that create selective demand-that is, a
preference for the advertiser’s brand as
opposed to a competitors
Comparative advertising = The practice of
either or indirectly naming one or more
competitors in advertising message and
usually making a comparison on one or more
specific attributes or characteristics
Reinforcement advertisements =
Advertisements that booster and enhance
satisfaction with purchases already made
Reminder advertisements = Advertisements
that aim at reinforcement by keeping the
product in the buyers’ minds
Delayed-action advertising = The
advertisements which attempt to influence
consumer attitudes and preferences, thus
helping to set the stage for a purchase
Slice-of-life advertisements = Advertisements
that show the product being used by ‘ordinary
people’ in very common settings or engaged
in everyday activities
Trade advertisements = Advertisements for
the purpose of influencing intermediaries
either to stock a product or to advance it
through distribution channels on its way to
ultimate consumers
Informative advertisements = Advertising for
the purpose of creating knowledge of the
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product
Testimonial advertisements = Advertisements
that attempt to get consumer to identify with
someone who claims that he or she uses and
likes the product
Flighting (or pulsing) = The strategy of
unevenly timed exposures of advertising
Aerial advertising = A form of outdoor
advertising where messages appear in the sky
in the form of banners pulled by aeroplanes,
skywriting, and on blimps
Vehicles = Specific outlets within a larger
advertising medium
Industrial advertisements = Advertising to
promote goods and services for business and
organisational use
Co-operative advertising = A form of
promotion in which the manufacturer makes
available to the wholesaler-or more
commonly to the retailer- a fund intended to
help cover the costs of the channel member’s
advertising which features the manufacturer’s
brand
Corporate advertising = Campaigns formerly
known as public opinion, image, or
institutional advertising-media space or time
bought for the benefit of the corporation
rather than of any of its products
Creative strategy = The primary message to
be communicated by the advertising
campaign. This is the major responsibility of
the advertising agency
Creative tactics = A determination of how and
advertising message will be implemented so
as to execute the creative strategy
Creative boutiques = Small agencies
specialising in the creative work for an
advertising campaign
Creative service department = The section of
an advertising agency which is responsible for
the creation, design, and production of
whatever will appear or be heard on radio or
television or in print
Full-service advertising agency = The type of
advertising agency that has the resources to
offer its clients a wide range of services,
including the four most basic services:
account management/marketing, creative,
media, and research
Agency evaluation process = The process by
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which a company evaluates the performance
of its advertising agency. This process
includes both financial and qualitative aspects
In-house agencies = Advertising agencies
owned by the advertiser, which perform the
functions of a full-service advertising agency
Costs per thousand (CPM) = The media cost
of reaching 1000 persons, used to compare
across media vehicles
Copyright = The exclusive legal right to
reproduce, publish, and sell a literary,
musical, dramatic, or artistic work
Lables = A lable encompasses any printed
information on the packaging that describes
the product
Informative lables = Lables that tell the
consumer about the product’s ingredients,
use, dating, and so on
Brand = A name, term, symbol, or design or a
combination of them that is intended to
identify the goods or services of one seller or
group of sellers and to differentiate them from
products of competitors
Brand equity = The value of a brand, based on
the extent to which it has high brand loyalty,
name awareness, perceived quality, strong
brand associations, and other assets such as
patents, trademarks, and channel relationships
Brand extension = Using a successful brand
name to launch a new or modified product in
a new category
Co-branding = The practice of using the
established brand names of two different
companies on the same product
Forms of fighting brands = national, own,
Formy v souboji značek = národní, vlastní,
private, product, family, blanket
soukromé, výrobek, rodina a blanket
Brand development index (BDI) = An index
that is calculated by taking the percentage of a
brand’s total sales that occur in a given
market as compared to the percentage of the
total population in the market
Brand extension strategy = The strategy of
applying an existing brand name to a new
product
Brand loyalty = Preferences by a consumer
for a particular brand that results in continual
purchase of it
Evoked set = The subset of available brands
of a product class which a consumer considers
appropriate alternatives, and from which a
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choice is made
Family brands = The assignment of the same
or similar names to multiple products made
by the same company in which the name of
the company is often employed
Brand manager = The individual in an
organisation responsible for planning,
implementing, and controlling the marketing
program for a particular brand. Brand
managers are sometimes referred to as
product managers
Brand competitors = Other companies which
also manufacture the same product
Brand image = The overall concept of the
product as perceived by consumers
Brand insistence = The phenomenon that
occurs when consumers demand a certain
product and will go out of their way to get it
Brand mark = The part of a brand which can
be recognised but is not utterable
Brand name = The part of a brand which can
be vocalised-the utterable
Brand non-recognition = The fact that people
do not know the existence of the brand
Brand recognition = The simple awareness
that a product exists, apart from competing
products
Brand preference = The attitude taken by
consumers who have tried a brand and have at
least moderately positive attitudes toward it
Brand rejection = The rejection of a brand by
a consumer who has negative experience with
it
Individual brands = Brands which have no
obvious connection with the parent company
Business libel = Making an unfair or untrue
written statement about a competitor
Business slander = Making an unfair or untrue
oral statement about a competitor
Trade character = A brand mark that
represents a human being or an animal
associated with a product
Trade name = The name under which a
company chooses to conduct its business,
which may or may not also be a brand name
Trade promotions = Promotional methods that
spur action on the part of channel members,
such as additional orders from retailers or a
special push by a wholesaler to promote one
manufacturer’s products
Zobrazení značky (logo) = část značky, která
může být rozlišena, ale ne sdělována
Jméno značky = část značky, která může být
vyslovena a sdělována
53
Trade shows = Special gathering of buyers
and sellers of a line of products, usually once
per year, where new products can be shown
and orders taken for a selling season
Trademark = A brand or part of a brand that is
given legal protection because it is capable of
exclusive appropriation
Private(store) brands = Brands of products
made by manufacturers for sale by
intermediaries under a label of the
intermediary’s own choice = A brand created
and owned by a reseller of a product or
service
Persuasive lables = Lables which have
promotional intent
Affordable method = A method determining
the budget for advertising and promotion
where all other budget areas are covered and
remaining monies are available for allocation
Percentage-of-sales method = Setting the
promotion budget at a certain percentage of
current or forecasted sales or as a percentage
of the unit sales price
Competitive-parity method = Setting the
promotion budget to match competitors'
outlays
Objective-and-task approach = An approach
in which marketers establish advertising
objectives, than calculate the costs of the
methods selected to achieve these goals in
order to arrive at a budget
Combination rates = A special rate discount
offered for advertising in two or more
periodicals. Combination rates are often
offered by publishers who own both morning
Commission system = A method of
compensating advertising agencies whereby
the agency receives a specified commission
(traditionally 15 percent) from the media on
any advertising time or space it purchases
Selling position = The specific promotional
idea used to present the product to buyers in
the target market
Storyboards = Sketches, written copy, and
directions used to communicate a television
commercial’s message
Sweepstakes = A promotional method in
which consumers fill out a form to enter a
random drawing for prizes
Bait-and-switch promotion = A practice
54
through which the retailer brings buyers to the
store with advertising for a bargain price on a
product which is not in adequate supply with
the intent of switching the buyer to a higher
priced product
Coupon = Certificate that gives buyers a
saving when they purchase a specified
product
In-pack coupons = coupons that are affixed to
the product and allow savings on a future
purchase
Affiliates = Local television stations that are
associated with a major network. Affiliates
agree to preempt time during specified hours
for programming provided by the network and
carry the advertising contained in the program
Barter syndication = The offering of
television programs to local stations free or at
a reduced rate but with some of the
advertising time pre-sold to national
advertisers. The remaining advertising time
can be sold to local advertisers
Animatic = A preliminary version of a
commercial whereby a videotape of the
frames of a storyboard is produced along with
an audio soundtrack
Broadcast media = Media that use the
airwawes to transmit their signal and
programming. Radio and television are
examples of broadcast media
Agate line = Unit of newspaper space
measurement, 1 column wide by 1/14 inch
deep. Thus 14 agate lines = 1 column inch
Alternative media = A term commonly used
in advertising to describe support media
Audiotex = The use of telephone and voice
information services to market, advertise,
promote, entertain, and inform consumers
Clutter = The non-program material that
appears in a broadcast environment, including
commercials, promotional messages for
shows, public service announcements, and the
like
Bleed pages = Magazine advertisements
where the printed area extends to the edge of
the page, eliminating any white margin or
border around the ad
Classified advertising = Advertising that runs
in newspapers and magazines that generally
contains text only and is arranged under
55
subheadings according to the product, service,
or offering. Employment, real estate, and
automotive ads are the major forms of
classified advertising
Formal sales training = A process used to give
new salespeople product knowledge, skill in
selling, information about markets and
competition, and guidance on company
policies and practices
Close = Obtaining the commitment of the
prospect in a personal selling transaction
Consumer-franchise-building promotions =
Sales promotion activities that communicate
distinctive brand attributes and contribute to
the development and reinforcement of brand
identity
Direct-mail marketing = Direct marketing
through single mailings that include letters,
ads, samples, foldouts, and other "salespeople
with wings" sent to prospects on mailing lists
Direct-response television marketing = Direct
marketing via television, including directresponse television advertising or
infomercials and home shopping channels
Online marketing = Marketing conducted
through interactive online computer systems,
which link consumers with sellers
electronically
Commercial online services = Services that
offer online information and marketing
services to subscribers who pay a monthly fee
Electronic commerce (e-commerce) = The
general term for a buying and selling process
that is supported by electronic means
Corporate Web site = Web site that seeks to
build customer goodwill and to supplement
other sales channels rather than to sell the
company's products directly
Marketing Web site = Web site designed to
engage consumers in an interaction that will
move them closer to a purchase or other
marketing outcome
Online ads = Ads that appear while
subscribers are surfing online services or Web
sites, including banners, pop-up windows,
"tickers," and "roadblocks."
Webcasting = The automatic downloading of
customized information of interest to
recipients' PCs, affording an attractive
channel for delivering Internet advertising or
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other information content
Integrated direct marketing = Directmarketing campaigns that use multiple
vehicles and multiple stages to improve
response rates and profits
Cost per order (CPO) = A measure used in
direct marketing to determine the number of
orders generated relative to the cost of
running the advertisement
Controlled circulation basis = Distribution of
a publication free to individuals a publisher
believes are of importance and responsible for
making purchase decisions or are prescreened
for qualification on some other basis
Product
Výrobek
Product = Anything and organisation or
individual offers for exchange that may
satisfy customers’ or consumers’ needs or the
marketer’s own needs
Consumer product = Product bought by final
consumer for personal consumption
Convenience products = Products that are
widely available, usually inexpensive, and
frequently purchased = Consumer product
that the customer usually buys frequently,
immediately, and with a minimum of
comparison and buying effort
Shoping products = Goods and services that
consumers shop for, comparing quality,
suitability, style, price, and other factors
Specialty products = Products perceived by
consumers as having unique qualities, to the
point that no substitutes are acceptable
Unsought products = Those products that
consumers do not consciously want or
actively seek out
Industrial products = Products purchased by
an organisation for use either in other
products or in its own operations
Product levels = potential, augmented,
Úrovně výrobku = potenciální, odlišující,
expected generic, core benefit
očekávaný, základní a jádro užitku
Core product = The basic good or service
purchased, aside from its packaging or
accompanying services
Functional attributes = Things that a product
or service does for consumers
Total quality management (TQM) = Programs
designed to constantly improve the quality of
products, services, and marketing processes
57
Emergency products = Those products that
are usually purchased as the result of urgent
needs
Staple = Goods which buyers give litle
thought when purchasing, other than noting
the need for the item and picking it up
Generic products = Products which are not
branded, are simply packed, and usually are
priced well below both manufacturer’s and
private brands
Augmented product = A good, service, or idea
enhanced by its accompanying benefits;
synthesis of what the seller intends and the
buyer perceives
Product quality = The ability of a product to
perform its functions; it includes the product's
overall durability, reliability, precision, ease
of operation and repair, and other valued
attributes
Innovation = A product which is perceived in
the marketplace as being innovative
Impulse products = Those products which the
consumer buys without having established
intention to buy, often feature on racks
arranged prominently and enticingly around
checkout counters in supermarkets,
drugstores, and variety stores
Homogeneous shopping products = Products
among which consumers perceive little
difference in the core benefits
Heterogeneous shopping products = Products
that differ from each other on important
dimensions, such as style, design, and
personal taste, for which such dimensions
tend to outweight price in the purchasing
decision
Durable goods = The tangible items that can
be expected to survive multiple use
Loss leaders = (or price leaders) = Products
advertised below the retailer’s costs to
increase customer traffic
Implied warranties = Unwritten warranties
that indicate that the product is in good
condition and is suitable for the purpose for
which it was bought
Services = Activities, benefits, or satisfactions
that are offered to satisfy consumers’ and
customers’ needs
Service intangibility = A major characteristic
of services—they cannot be seen, tasted, felt,
58
heard, or smelled before they are bought
Service inseparability = A major
characteristic of services—they are produced
and consumed at the same time and cannot be
separated from their providers, whether the
providers are people or machines
Service variability = A major characteristic of
services—their quality may vary greatly,
depending on who provides them and when,
where, and how
Service perishability = A major characteristic
of services—they cannot be stored for later
sale or use
Service-profit chain = The chain that links
service firm profits with employee and
customer satisfaction
Internal marketing = Marketing by a service
firm to train and effectively motivate its
customer-contact employees and all the
supporting service people to work as a team to
provide customer satisfaction
Interactive marketing = Marketing by a
service firm that recognizes that perceived
service quality depends heavily on the quality
of buyer–seller interaction
Servicing = The maintenance of the product
in working order so that its benefits are not
diminished
Industrial services = Services purchased for
use in producing the buyer’s products or,
more frequently, for use in general operation
Product orientation = A philosophy of
business which focuses primarily on a firm’s
own resources and products
Product line = A grouping of products
managed and marketed as a unit because they
have similar functions, are distributed in
similar ways, or fall within the certain price
range. Length, breath, depth and kontinuum is
distinguished.
Product line breath = The number of product
lines in the product mix of an organisation
Product line depth = The number of
individual items within each product line
Line extension = Using a successful brand
name to introduce additional items in a given
product category under the same brand name,
such as new flavors, forms, colors, added
ingredients, or package sizes
Product class = All the brands of a good and
Výrobková linie = seskupování řízených a
prodávaných výrobků do ucelených jednotek
podle podobných funkcí, jako způsob
distribuce nebo cenová kategorie. Rozlišuje se
šířka, hloubka, délka a konzistence linie.
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service offered by all competitors to meet a
basic consumer need
Balanced product portfolio = A proper mix of
new, growing, and mature products whose
sales provide the cash flow to ensure longterm prosperity
Variety discrepancy = The difference between
the number of different products produced by
marketers and the variety desired by
consumers
Product competitors = Companies which are
filling the same market needs with a slightly
different offering
New product development = The
development of original products, product
improvements, product modifications, and
new brands through the firm's own R&D
efforts
Idea generation = The systematic search for
new-product ideas
Idea screening = Screening new-product ideas
in order to spot good ideas and drop poor ones
as soon as possible
New product concept = A detailed version of
the new-product idea stated in meaningful
consumer terms
Concept testing = Testing new-product
concepts with a group of target consumers to
find out if the concepts have strong consumer
appeal
Marketing strategy development = Designing
an initial marketing strategy for a new product
based on the product concept
Business analysis = A review of the sales,
costs, and profit projections for a new product
to find out whether these factors satisfy the
company's objectives
Product development = A strategy for
company growth by offering modified or new
prodcuts to current market segments.
Developing the product concept into a
physical product in order to ensure that the
product idea can be turned into a workable
product
Test marketing = The stage of new-product
development in which the product and
marketing program are tested in more realistic
market settings = The process in which the
product is actually introduced into selected
geographical markets where developers can
Test marketing = Postup zavedení výrobku do
geograficky omezeného trhu na základě
pozorování zacházení, užívání a propagace u
spotřebitelů a prostředníků
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observe how consumers and dealers react to
the handling, use, and promotion of the
product
Commercialization = Introducing a new
product into the market
Product development process = The process
comprising of series of steps involved in
getting a product on the market: idea
generation, screening, feasibility studies,
prototype development, test marketing, and
commercionalisation
Sequential product development = A newproduct development approach in which one
company department works to complete its
stage of the process before passing the new
product along to the next department and
stage
Simultaneous (or team-based) product
development = An approach to developing
new products in which various company
departments work closely together,
overlapping the steps in the productdevelopment process to save time and
increase effectiveness
New-product business plan = A plan that
includes estimates for new-product
development, submitted by marketing,
production, and accounting personnel
New-task buying = The situation generated by
an unfamiliar problem with an old product or
the need for a new product in the buying
process
Worldwide product division = A form of
organisation under which each of the
company’s major product lines, or business
units, is responsible for the marketing of its
product throughout the world
Product ladder = The concept that states that
consumers perceive brands of a product to be
arrayed from top to bottom in terms of their
familiarity and preference
Product disparagments = Making false or
deceptive comparisons or distorted claims
concerning a competitor’s product, services,
or property
Product adaptation = A global marketing
strategy whereby the product is adapted to
foreign market needs, but the promotional
program used in the domestic market is used
in foreign markets
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Product invention = A global marketing
strategy whereby a new product is created
specifically for the needs of the foreign
market, and is then promoted to this market
Adoption process = A process which is made
up of the stages that individuals, households,
or organisations go through in accepting an
innovation
Product elimination = Withdrawal of a
product from the normal market place
Product line extension = Development of
greater depth by adding new product varieties
Product manager (brand manager) = The
person who is responsible for initiating,
developing, and implementing product or
product line plans
Product-market matrix = A visual means of
defining a business by its markets and by the
products directed towards those markets
Product mix = A company’s total offering of
individual products
Creative selling = A type of sales position
where the primary emphasis is on generating
new business
International Marketing
Mezinárodní marketing
Customer lifetime value = The amount by
which revenues from a given customer over
time will exceed the company's costs of
attracting, selling, and servicing that customer
Customer delivered value = The difference
between total customer value and total
customer cost of a marketing offer–"profit" to
the customer
Total customer cost = The total of all the
monetary, time, energy, and psychic costs
associated with a marketing offer
Value chain = A major tool for identifying
ways to create more customer value
Value-delivery network = The network made
up of the company, suppliers, distributors, and
ultimately customers who "partner" with each
other to improve the performance of the entire
system
Quality = The totality of features and
characteristics of a product or service that
bear on its ability to satisfy stated or implied
needs
Competitor analysis = The process of
identifying key competitors; assessing their
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objectives, strategies, strengths and
weaknesses, and reaction patterns; and
selecting which competitors to attack or avoid
Competitive marketing strategies = Strategies
that strongly position the company against
competitors and that give the company the
strongest possible strategic advantage
Benchmarking = The process of comparing
the company's products and processes to those
of competitors or leading firms in other
industries to find ways to improve quality and
performance
Market leader = The firm in an industry with
the largest market share; it usually leads other
firms in price changes, new product
introductions, distribution coverage, and
promotion spending
Market challenger = A runner-up firm in an
industry that is fighting hard to increase its
market share
Market follower = A runner-up firm in an
industry that wants to hold its share without
rocking the boat
Market nicher = A firm in an industry that
serves small segments that other firms
overlook or ignore
Competitor-centered company = A company
whose moves are mainly based on
competitors' actions and reactions
Customer-centered company = A company
that focuses on customer developments in
designing its marketing strategies and on
delivering superior value to its target
customers
Market-centered company = A company that
pays balanced attention to both customers and
competitors in designing its marketing
strategies
Marketing company = A form of subsidiary
organisation which markets, sell, and service
the firm‘s products in the host country
Derived demand = The demand based on
expectations of upcoming demand for other
industrial or consumer products
Better Business Bureau (BBB) = An
organisation established and funded by
businesses that operates primarily at the local
level to monitor activities of companies and
promote fair advertising and selling practices
Promotion adaptation = A global marketing
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strategy whereby the product sold in domestic
markets is not altered in any important ways,
but market communications are adapted to
local conditions
Dual adaptation = A global strategy whereby
both the product and the promotional
programs are adapted to foreign market
conditions
Dumping = Selling a product in a market
other than a home market at prices below the
cost of making and delivering them to that
market
Product invention = A global marketing
strategy whereby a new product is created
specifically for the needs of the foreign
market, and is then promoted to that market
Discontinuous innovation = An innovation
which truly changes how we do what we have
long been doing
Diffusion process = A process consisting of
communication about, and acceptance of, the
innovation throughout the social system over
a period of time
Income distribution = How thoroughly the
income in a nation is spread through the
population
Direct exporting = Refers to the marketing
firm’s active efforts to sell its products, made
domestically, in foreign markets
Direct investments = An arrangement under
which an international marketer invests the
funds necessary to build or purchase its own
facilities in the host country
Diseconomies of scale = The effort to
increase production results in inefficiencies,
such as having to pay higher labour costs for
overtime or having to pay more for scarce
resources
Economies of scale = More efficient
operations and multiple uses of resources
result in decreasing costs; average variable
costs and thus average total costs also decline
Environmental monitoring = A systematic
group of activities designed to anticipate
changes in external variables that will affect
the organisation’s ability to meet its goals
Geographical organisation = The organisation
method based on management by region,
state, area, nation, or global sector
Global marketing = Refers to any marketing
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that involves two or more nations
Government markets = The purchasing or
leasing of goods and services in order to carry
out government functions and to further the
public purpose
Exporting = Entering a foreign market by
sending products and selling them through
international marketing intermediaries
(indirect exporting) or through the company's
own department, branch, or sales
representatives or agents (direct exporting).
Joint venturing = Entering foreign markets by
joining with foreign companies to produce or
market a product or service
Licensing = A method of entering a foreign
market in which the company enters into an
agreement with a licensee in the foreign
market, offering the right to use a
manufacturing process, trademark, patent,
trade secret, or other item of value for a fee or
royalty
Contract manufacturing = A joint venture in
which a company contracts with
manufacturers in a foreign market to produce
its product or provide its service
Management contracting = A joint venture in
which the domestic firm supplies the
management know-how to a foreign company
that supplies the capital; the domestic firm
exports management services rather than
products
Joint ownership = A joint venture in which a
company joins investors in a foreign market
to create a local business in which the
company shares joint ownership and control
Direct investment = Entering a foreign market
by developing foreign-based assembly or
manufacturing facilities
Standardized marketing mix = An
international marketing strategy for using
basically the same product, advertising,
distribution channels, and other elements of
the marketing mix in all the company's
international markets
Adapted marketing mix = An international
marketing strategy for adjusting the marketing
mix elements to each international target
market, bearing more costs but hoping for a
larger market share and return
Straight product extension = Marketing a
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product in a foreign market without any
change
Product adaptation = Adapting a product to
meet local conditions or wants in foreign
markets
Product invention = Creating new products or
services for foreign markets
Communication adaptation = A global
communication strategy of fully adapting
advertising messages to local markets
Whole-channel view = Designing
international channels that take into account
all the necessary links in distributing the
seller's products to final buyers, including the
seller's headquarters organization, channels
among nations, and channels within nations
Export department = An organisational for
used by firms which are primarily exporting
their products to foreign markets, rather than
maintaining marketing organisations abroad
Export trading company = An organisation
which provides its exporting expertise and
facilities to many small and medium-size
firms that could not otherwise engage in
multinational marketing
Indirect exporting = A form of global
marketing that takes the least effort on the
part of the seller; relies on the efforts of
export agents who sell the product abroad,
often without the specific knowledge of the
manufacturer
Tariff = A tax levied by a government against
certain imported products. Tariffs are
designed to raise revenue or to protect
domestic firms
Quota = A limit on the amount of goods that
an importing country will accept in certain
product categories
Embargo = A ban on the import of a certain
product
Exchange controls = Government limits on
the amount of foreign exchange with other
countries and on the exchange rate against
other currencies
Nontariff trade barriers = Nonmonetary
barriers to foreign products, such as biases
against a foreign company's bids or product
standards that go against a foreign company's
product features
Economic community = A group of nations
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organized to work toward common goals in
the regulation of international trade
Countertrade = International trade involving
the direct or indirect exchange of goods for
other goods instead of cash
Collateral services = Companies that provide
companies with specialised services such as
package design, advertising production, and
marketing research
Central organisational structure = A method
of organising for international advertising
along with other marketing activities such as
sales, marketing research, and planning are
divided along functional lines and are run
from one central marketing department
Express warranty = A warranty written in
terms that specify exactly what claims and
guarantees the producer is offering
Foreign sales force = An organisational form
for global marketing in which the marketer
maintains a sales organisation abroad to sell
to foreign markets, but not have its own
subsidiary companies abroad
Foreign subsidiaries = An organisational form
in which the global marketer establishes its
own companies in foreign markets in order to
market, and sometimes manufacture, in those
markets
International division = A form of
organisation under which a special division of
the company is responsible for the marketing
of all the firm’s products throughout the
world
Joint ownership = An arrangement whereby
an international marketer and an organisation
in the host country create third organisation
which they own jointly
Joint venture = An agreement between a
marketing organisation and another
organisation, in the host country, through
which the tasks of producing and marketing a
product are shared
Licensing agreement = An agreement under
which an organisation in the host country is
given the right to make the marketer’s
patented (or patentable) product for sale in
that market
Consumerism = An organized movement of
citizens and government agencies to improve
the rights and power of buyers in relation to
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sellers
Environmentalism = An organized movement
of concerned citizens, businesses, and
government agencies to protect and improve
people's living environment
Environmental sustainability = A
management approach that involves
developing strategies that both sustain the
environment and produce profits for the
company
Enlightened marketing = A marketing
philosophy holding that a company's
marketing should support the best long-run
performance of the marketing system
Consumer-oriented marketing = A principle
of enlightened marketing that holds that the
company should view and organize its
marketing activities from the consumer's point
of view
Innovative marketing = A principle of
enlightened marketing that requires that a
company seek real product and marketing
improvements
Value marketing = A principle of enlightened
marketing that holds that a company should
put most of its resources into value-building
marketing investments
Sense-of-mission marketing = A principle of
enlightened marketing that holds that a
company should define its mission in broad
social terms rather than narrow product terms
Deficient products = Products that have
neither immediate appeal nor long-run
benefits
Pleasing products = Products that give high
immediate satisfaction but may hurt
consumers in the long run
Salutary products = Products that have low
appeal but may benefit consumers in the long
run
Desirable products = Products that give both
high immediate satisfaction and high long-run
benefits
Balance sheet = A financial statement that
shows assets, liabilities, and net worth of a
company at a given time
Operating statement (profit-and-loss
statement, income statement) = A financial
statement that shows company sales, cost of
goods sold, and expenses during a given
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period of time
Gross sales = The total amount that a
company charges during a given period of
time for merchandise
Cost of goods sold = The net cost to the
company of goods sold
Gross margin = The difference between net
sales and cost of goods sold
Operating ratios = Ratios of selected
operating statement items to net sales that
allow marketers to compare the firm's
performance in one year with that in previous
years (or with industry standards and
competitors in the same year).
Return on investment (ROI) = A common
measure of managerial effectiveness--the ratio
of net profit to investment
Markup = The percentage of the cost or price
of a product added to cost in order to arrive at
a selling price
Markdown = A percentage reduction from the
original selling price
Interpersonal Communication:
Komunikace při a po presentaci:
Communication = The exchange of
information using a shared set of symbols
Noise = Anything that distorts a message by
interfering with the communication process
Encoding = Translating information into a
message in the form of symbols with a shared
meaning
Channel = The observable carrier of the
message
Oral communication = Communication in
which the sender’s voice is used as the
channel
Written communication = Communication in
which the channel involves written language
Receiving = Registration of a message by one
or more of receiver’s senses
Decoding = Interpreting what a message
means
Non-verbal communication = Communication
through a channel that does not use words
Body language = Gestures, facial
experessions, and other movements and
positions of the body
Personal space = The area around a person
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that the person feels a right to control
(intimate, personal, social, public one)
Feedback
Feedback
Others
KNOWN
UNKNOWN
Johari window = A grid that describes
tendencies for facilitating or hindering
interpersonal communication
KNOWN
Arena
Hidden
Self
UNKNOWN
Blind spot
Unknown
Formal communication = Communication
that flows along the organisation’s lines of
authority or task responsibility
Upward communication = Message directed
toward (interpret to) a higher level in the
hierarchy (problems and exceptions,
suggestions for improvements, performance
reports, grievance and disputes, financial and
accounting)
Downward communication = Message
directed (influence) to one or more receivers
at a lower level in the hierarchy
(Implementation of goals, strategies, and
objectives, job instructions, procedures and
practices, performance feedback,
indoctrination
Lateral communication = Message directed to
(co-ordinate) someone at the same level in the
hierarchy (intradepartmental problems
solving, interdepartmental co-ordination, staff
advice to line departments)
Communication network = The patterns of
directions in which information flows in an
organisation
Chain network = Communication network in
which information travels up and down
through the hierarchy
Y network = Communication network in
which information flows upwards and
downwards through the hierarchy, widening
to encompass the number of employees
reporting to a supervisor
Wheel network = Communication network in
which information flows to and from a single
person
Circle network = Communication network in
which employees communicate only with
adjoining members of the organisation
All-channel network = Communication
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network in which information flows upward,
downward, and laterally among all members
of the group
Informal communication = Communication
outside the organisation’s formally authorised
channels
Grapevine = Network for informal
communication
Old-boy network = An exclusive group that
wields power through shared information
Jargon = Terms that have a precise meaning
among specialists but are unfamiliar to nonspecialists
Frame of reference = Combination of
experiences and expectations giving rise to a
particular mind/set
Filtering = Tendency to put a message in the
most favourable terms possible, downplaying
bad news and dwelling on successes
Supportive communication = A style of
communicating that delivers a message
accurately while supporting and enhancing
the relationship between the parties to the
communication
Active listening = Accepting responsibility
for the accurate understanding of a message
by helping the sender clarify its meaning
Richest channel
Leanest channel
Physical presence
Interactive channels
Personal static
Impersonal static
(face-to-face)
(telephone, electronic channels (memos,
channels (fliers,
media)
letters, reports
bulletins, generalised
tailored to receiver)
reports)
Best for ambiguous, difficult, developmental Best for routine, clear, simple, risky messages
messages
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