Download thuat_ngu_tieng_anh_marketing

Giải thích các thuật ngữ thường sử dụng trong Marketing (phiên bản tiếng Anh)
__________________
Chúc bạn tìm được nhiều thông tin thú vị và bổ ích!
[Ban biên tập OPENSHARE]
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#2
09-05-05, 18:04
Reporter
.::Reporter::.
Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
Các thuật ngữ bắt đầu bằng ký tự "A"
Above the line
“Above the Line” is the term commonly used for advertising for which a payment is
made and for which commission is paid to the advertising agency. Methods of above the
line advertising include television and radio, magazines, newspapers and Internet.
ACORN
ACORN stands for “A Classification Of Residential Neighbourhoods”. ACORN is a
database which divides up the entire UK population in terms of the type of housing in
which they live. This can be used for various purposes in marketing planning and in
designing promotional campaigns
Ad hoc market research
Ad-hoc research focuses on specific marketing problems. It involves the collection of
data at one point in time from one sample of respondents
Added value
Added value refers to the increase in worth of a product or service as a result of a
particular activity. In the context of marketing, the added value is provided by features
and benefits over and above those representing the “core product”.
Advertising
Advertising is any paid form of non-personal presentation and promotion of ideas, goods
and services through mass media such as newspapers, magazines, television or radio by
an identified sponsor.
Advertising budget
The total amount of money that a marketer allocates for advertising over a period of time
After-sales service
The services received after the original goods or services have been paid for. Often this
service is provided as part of a warranty or guarantee scheme.
Agent
Part of the distribution channel. An agent is effectively a wholesaler who represents
buyers and sellers on a relatively permanent basis, performs only a few functions and
does not take title to goods
Ambush marketing
A deliberate attempt by a business or brand to associate itself with an event (often a
sporting event) in order to gain some of the benefits associated with being an official
sponsor without
incurring the costs of sponsorship. For example by advertising during television coverage
of the event.
Ansoff matrix
A model used in strategic marketing planning. The Ansoff Product/Market matrix model
links marketing strategy with the general strategic direction of a business. It maps four
potential product-market strategies - e.g. market penetration, product development,
market development and diversification - on a matrix showing new versus existing
products along one axis and new versus existing markets along the other.
Augmented brand
The additional customer services and benefits (“added value”) that are built around the
core product or service offering
Available market
The total group of customers who have an interest in a interest in a product or service,
have access to it, and have the ability to buy it
Awareness
Advertising or other promotional activity (e.g. public relations) whose primary purpose is
to increases general knowledge of the company, and to make people feel more positive
towards it
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#3
09-05-05, 18:07
Reporter
.::Reporter::.
Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
Các thuật ngữ bắt đầu bằng ký tự "B"
Behavioural segmentation
Behavioural segmentation divides customers into groups based on the way they respond
to, use or know of a product.
Below the line
“Below the line” is a term commonly used to refer to non-media advertising or promotion
when no commission has been paid to the advertising agency. This includes direct mail,
point of sale displays, and other sales promotions.
Benchmarking
The process of comparing the products and services of a business against those of
competitors in a market, or leading businesses in other markets, in order to find ways of
improving quality and performance
Benefit segmentation
Benefit segmentation relates to the process of dividing a market based on the specific
benefits consumers seek from a product. For example, some car buyers want safety and
security from their car, while others look for comfort or speed. A car manufacturer,
therefore, has to decide which benefits to offer – and how these benefits should be
communicated to the customer
Boston Group Matrix
A means of analysing and categorizing the performance of business units in large
diversified firms by reference to market share and growth rates. It was developed by the
Boston Consultancy Group (BCG)
Brand
A brand is the specific type of the product form. A brand – represented by a brand name,
symbol, design, logo, packaging – is the identity of a particular product form that
customers recognise as being different from others.
Brand building
Developing a brand's image and standing with a view to creating long term benefits for
brand awareness and brand value
Brand equity
Brand equity refers to the value of a brand. Brand equity is based on the extent to which
the brand has high brand loyalty, name awareness, perceived quality and strong product
associations. Brand equity also includes other “intangible” assets such as patents,
trademarks and channel relationships.
Brand extension
Brand extension refers to the use of a successful brand name to launch a new or modified
product in a new market. Virgin is perhaps the best example of how brand extension can
be applied into quite diverse and distinct markets.
Brand image
Brand image refers to the set of beliefs that customers hold about a particular brand.
These are important to develop well since a negative brand image can be very difficult to
shake off.
Brand loyalty
A strongly motivated and long standing decision to purchase a particular product or
service
Brand recognition
A customer's awareness that a brand exists and is an alternative to purchase
Breakeven
Breakeven is achieved when total contribution is equal to total fixed costs. Addition
contribution earned after this point becomes profit
Break-even pricing
Setting a price to achieve break-even on the costs of making and marketing a product
(direct costs). Breakeven is achieved when the total contribution from sales priced in this
way at least equal the fixed costs of the business
Build share
A strategy based on the Boston Matrix. Here the company can invest to increase market
share (for example turning a "question mark" into a star)
Business portfolio
The business portfolio is the collection of businesses and products that make up the
business.
Business to business
Marketing activity directed from one business to another (as opposed to a consumer).
This term is often shortened to “B2B”
Buying behaviour
Buying behaviour concerns the process that buyers go through when deciding whether or
not to purchase goods or services. Buying behaviour can be influenced by a variety of
external factors and motivations, including marketing activity.
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#4
10-05-05, 18:17
Reporter
.::Reporter::.
Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
Các thuật ngữ bắt đầu bằng ký tự "C"
Cash Cows
A term used in the Boston Group Matrix. Cash cows are low-growth businesses or
products with a relatively high market share. These are mature, successful businesses
with relatively little need for investment. They need to be managed for continued profit so that they continue to generate the strong cash flows that the company needs for its
Stars.
Channel conflict
Disagreement among members of a distribution channel about who should be paid what
and what roles each should play. Channel conflict often occurs when a business uses a
multi-channel approach to distribution
Cognitive dissonance
Cognitive dissonance is an customer effect commonly observed after a major purchase
whereby the customer feels uncertainty about whether the purchase should have been
made. Post-purchase promotion (particularly advertising) has a role to play to reduce the
incidence and effect of cognitive dissonance
Combination brand
A combination brand name brings together a family brand name and an individual brand
name. The idea here is to provide some association for the product with a strong family
brand name but maintaining some distinctiveness so that customers know what they are
getting
Competitive advantage
A competitive advantage is a clear performance differential over the competition on
factors that are important to customers
Competitor benchmarking
Competitor benchmarking compares customer satisfaction with the products, services and
relationships of the business with those of key competitors
Consumer buyers
Consumer buyers are those who purchase items for their personal consumption
Consumer durables
Consumer durables have low volume but high unit value. Consumer durables are often
further divided into White goods (e.g. fridge-freezers; cookers; dishwashers;
microwaves) and Brown goods (e.g. DVD players; games consoles; personal computers)
Consumer markets
Consumer markets are the markets for products and services bought by individuals for
their own or family use
Continuous market research
Continuous research involves interviewing the same sample of people, repeatedly
Contribution
Contribution per unit can be defined as selling price less variable costs. Overall
contribution is the difference between total sales revenues and variable costs
Core product
The set of problem-solving or need-meeting benefits that customers are buying when they
purchase a product. Customers are rarely prepared to pay a premium for these elements
of a product.
Cost leadership
A strategy of producing goods at a lower cost than the competition. This usually requires
the business to enjoy higher economies of scale or have some kind of productivity
advantage
Cross-selling
Using a customer’s buying history to select them for related offers, e.g. a car alarm for
new car buyers.
Customer demand
Consumer demand is a want for a specific product supported by an ability and
willingness to pay for it.
Customer loyalty
Feelings or attitudes that incline a customer either to return to a company, shop or outlet
to purchase there again, or else to re-purchase a particular product, service or brand.
Customer need
A need is a basic requirement that an individual wishes to satisfy.
Customer satisfaction
The provision of goods or services which fulfil the customer’s expectations in terms of
quality and service, in relation to price paid
Customer wants
A want is a desire for a specific product or service to satisfy the underlying need.
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#5
10-05-05, 18:23
Reporter
.::Reporter::.
Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
Các thuật ngữ bắt đầu bằng ký tự "D"
Decline stage
The last stage of a product's life cycle, during which sales fall rapidly
Demographic segmentation
Demographic segmentation consists of dividing the market into groups based on
variables such as age, gender family size, income, occupation, education, religion, race
and nationality
Depth interview
A lengthy, one-to-one structured interview, examining in detail a consumer's views about
a product
Differentiation
A marketing strategy aimed at ensuring that products and services have a unique element
to allow them to stand out from the rest
Direct mail
The delivery of an advertising or promotional message to customers or potential
customers by mail.
Direct marketing
The planned recording, analysis and tracking of customer behaviour to develop a
relational marketing strategies
Direct response advertising
Direct response advertising is that which incorporates a contact method such as a phone
number, address and enquiry form, web site URL or e-mail address. This is done with the
intention of encouraging the recipient to respond directly to the advertiser by requesting
more information, placing an order etc. The use of this technique on television is
commonly referred to as DRTV advertising
Distribution channel
The network of organisations necessary to distribute goods or services from the
manufacturers to the consumers; the distribution channel therefore potentially consists of
manufacturers, distributors, wholesalers, and retailers.
Distributors
Companies that buy and sell on their own account but tend to deal in the goods of only
certain specified manufacturers.
Divest
A strategy based on the Boston Matrix. Here the company can divest the SBU by phasing
it out or selling it - in order to use the resources elsewhere (e.g. investing in the more
promising "question marks").
Dogs
A term used in the Boston Group Matrix. Unsurprisingly, the term "dogs" refers to
businesses or products that have low relative share in unattractive, low-growth markets.
Dogs may generate enough cash to break-even, but they are rarely, if ever, worth
investing in.
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#6
10-05-05, 18:27
Reporter
.::Reporter::.
Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
Các thuật ngữ bắt đầu bằng ký tự "E"
Early adopters
People who choose new products carefully and are often consulted by people from the
remaining adopter categories
Early majority
People who adopt products just prior to the average person
E-commerce
The use of technologies such as the Internet, electronic data exchange and industry
extranets to streamline business transactions
Endorsement
The promotion of some kind of product recommendation or affirmation, usually from a
celebrity, implying to the potential customer that a product is good
Expansionistic pricing
Expansionistic pricing is a more exaggerated form of penetration pricing and involves
setting very low prices aimed at establishing mass markets, possibly at the expense of
other suppliers. Under this strategy, the product enjoys a high price elasticity of demand
so that the adoption of a low price leads to significant increases in sales volumes
Extinction pricing
Extinction pricing has the overall objective of eliminating competition, and involves
setting very low prices in the short term in order to ‘under-cut’ competition, or
alternatively repel potential new entrants.
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#7
10-05-05, 18:30
Reporter
.::Reporter::.
Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
Các thuật ngữ bắt đầu bằng ký tự "F"
Family brand name
A family brand name is used for all products. By building customer trust and loyalty to
the family brand name, all products that use the brand can benefit.
Family life cycle
The stages of family life based on demographic data that are useful in defining the
markets for certain goods and services. Each group has its own specific and
distinguishable needs and interests.
Fast-moving consumer goods
Fast-moving consumer goods are those that sell in high volumes, with low unit value, and
have fast consumer repurchase. Good examples include ready meals, baked beans,
newspapers etc.
Focus group
A small group of sample customers who are brought together into a group discussion to
measure their response to a marketing stimulus such as a new brand or product.
Forecasting
The process of estimating future demand by anticipating what buyers are likely to do
under a given set of marketing conditions (e.g. economic confidence, disposal income,
pricing levels).
Franchising
The selling of a licence by the owner (franchisor) to a third party (franchisee) permitting
the sale of a product or service for a specified period. In business format franchising the
agreement will involve a common brand and marketing format. Many service businesses
are operated under franchise include well-known brands such as Burger King, KFC and
KwikPrint.
Full cost pricing
Full cost plus pricing seeks to set a price that takes into account all relevant costs of
production.
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#8
10-05-05, 18:36
Reporter
.::Reporter::.
Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
Các thuật ngữ bắt đầu bằng ký tự "G"
Gender segmentation
The segmentation of markets based on the sex of the customer. The cosmetic industry is a
good example of widespread use of gender segmentation
Geographic segmentation
Geographic segmentation divides markets into different geographical units
Going-rate pricing
A pricing strategy that sets price largely based on the prices of competitors
Growth stage
The stage at which a product's sales rise rapidly and profits reach a peak, before levelling
off into maturity.
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#9
10-05-05, 18:40
Reporter
.::Reporter::.
Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
Các thuật ngữ bắt đầu bằng ký tự "H"
Harvest
A strategy based on the Boston Matrix. Here the company reduces the amount of
investment in order to maximise the short-term cash flows and profits from the SBU.
This may have the effect of turning Stars into Cash Cows.
Hold
A strategy based on the Boston Matrix. Here the company invests just enough to keep the
SBU in its present position.
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#10
10-05-05, 18:43
Reporter
.::Reporter::.
Các thuật ngữ bắt đầu bằng ký tự "K"
No terms currently available for the letter K
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#11
10-05-05, 18:51
Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
Reporter
.::Reporter::.
Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
Các thuật ngữ bắt đầu bằng ký tự "L"
Labelling
Packaging information that can be used for a variety of promotional, informational and
legal purposes.
Laggards
The group of consumers who are typically last to buy a new product
Late majority
People who are quite sceptical about new products but eventually adopt them because of
economic necessity or social pressure
Lifestyle
Lifestyle is a person’s pattern of living as expressed in his or her activities, interests and
opinions
Lifestyle segmentation
Lifestyle segmentation of a market is based on identifying lifestyle characteristics of
customers that enable target customer groups to be identified. Many businesses now
segment their markets by lifestyles, as these are increasingly seen as good predictors of
consumer behaviour. Most companies use off-the-shelf research-agency classifications
(such as the Target Group Index), because of the high cost and complexity of developing
their own.
Logo
A graphic, usually consisting of a symbol and/or group of letters that identifies a
company or brand.
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#12
10-05-05, 18:57
Reporter
.::Reporter::.
Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
Các thuật ngữ bắt đầu bằng ký tự "M"
Macro forecasting
Macro forecasting is concerned with forecasting markets in total. This is about
determining the existing level of Market Demand and considering what will happen to
market demand in the future.
Mail panels
Groups of consumers selected to represent a market or market segment who agree to be
regularly interviewed by mail.
Manufacturer brand
Manufacturer brands are created by producers and bear their chosen brand name. The
producer is responsible for marketing the brand. The brand is owned by the producer. By
building their brand names, manufacturers can gain widespread distribution (for example
by retailers who want to sell the brand) and build customer.
Marker leader
The business in a market with the largest market share. The market leader, particularly
one with a dominant market share, is often “followed” by competitors in terms of pricing
and product strategy.
Market
A market is the demand for a particular product or service, often measured by sales
during a specified period.
Market challenger
A business in a market that is fighting hard to increase its market share.
Market concentration
Market concentration is the proportion of market value that is owned by the leading
brands or products/companies in the market. Where the market leaders own a large part
of the overall market, the market is said to be highly concentrated. By contrast, where the
market leader has a relatively small market share and there are many other competitors, a
market is said to be “fragmented”.
Market development
The process of growing sales by offering existing products (or new versions of them) to
new customer groups (as opposed to simply attempting to increase the company’s share
of current markets).
Market entry
The launch of a new product into a new or existing market. A different strategy is
required depending on whether the product is an early or late entrant to the market; the
first entrant usually has an automatic advantage, while later entrants need to demonstrate
that their products are better, cheaper and so on.
Market follower
A firm that is happy to follow the leaders in a market place without challenging them,
perhaps taking advantages of opportunities created by leaders without the need for much
marketing investment of its own - see also 'market challenger' and 'market leader'.
Market positioning
A marketing strategy that will position a business’ products and services against those of
its competitors in the minds of consumers. To achieve positioning success it is suggested
that there are four basic competitive strategies that a company can follow (based on work
by Porter):
- Cost leadership - the company tries to achieve lowest costs of production and
distribution
- Differentiation - making use of specific marketing mixes
- Focus - paying attention to a few market segments
The fourth strategy is a losing strategy in which a business pursues a middle-of-the-road
path. Businesses that try to be good at everything are rarely particularly good at anything.
Market research
The systematic gathering, recording and analysing of data about problems relating to the
marketing of goods and services.
Market segment
A customer group within the market that has special characteristics which are significant
to marketing strategy.
Market segmentation
Segmentation involves subdividing markets, channels or customers into groups with
different needs, to deliver tailored propositions which meet these needs as precisely as
possible.
Market share
Market share can be defined as the percentage of all sales within a market that is held by
one brand / product or company.
Market targeting
Market targeting is the process of evaluating each market segment and selecting the most
attractive segments to enter with a particular product or product line.
Marketing
The all-embracing function that links the business with customer needs and wants in
order to get the right product to the right place at the right time”.
Marketing audit
A systematic examination of a business’s marketing environment, objectives, strategies,
and activities with a view to identifying key strategic issues, threats and opportunities.
Marketing concept
The marketing concept is about matching a business’ capabilities with customer wants.
Marketing intelligence
The composite of all data and ideas available within an organisation that assists in
decision-making.
Marketing plan
A detailed statement (usually prepared annually) of how a company's marketing mix will
be used to achieve its market objectives. A marketing plan is usually prepared following
a marketing audit.
Maturity stage
The stage during which a product's sales curve peaks and starts to decline, and profits
continue to decline.
Media analysis
Media analysis is a term used in advertising. It refers to an investigation into the relative
effectiveness and the relative costs of using the various advertising media in an
advertising campaign.
Micro forecasting
Micro forecasting is concerned with detailed unit sales forecasts. This is about
determining a product’s market share in a particular industry and considering what will
happen to that market share in the future.
Mission
A mission describes the organisation’s basic function in society, in terms of the products
and services it produces for its customers.
Mission statement
A mission statement is a formal description of the mission of a business.
Multi-channel marketing
When a business distributes its products through more than one distribution channel, this
is known as multi-channel marketing. Retail chains, for example Argos, besides using the
shops to distribute their products, quite often also use catalogue selling. The main
purpose of multi-channel marketing is to more effectively reach different customer
segments.
Multi-segment strategy
A strategy by which a business directs its marketing efforts towards two or more market
segments by developing a marketing mix for each.
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#13
10-05-05, 19:01
Reporter
.::Reporter::.
Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
Các thuật ngữ bắt đầu bằng ký tự "N"
New product
A new product can be defined as a good, service or idea that is “perceived” by some
potential customers as new. It may have been available for some time, but many potential
customers have not yet adopted the product nor decided to become a regular user of the
product.
Niche marketing
Niche marketing refers to the exploitation of comparatively small market segments by
businesses that decide to concentrate their efforts. Niche segments exist in nearly all
markets – for example the self-build sports car segment of the motor industry.
Non-personal communication
Methods of promotion that do not generate any personal feedback. Advertising is the best
example of this.
Normal goods
Normal goods have a positive income elasticity of demand so as income rise more is
demand at each price level.
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#14
10-05-05, 19:03
Reporter
.::Reporter::.
Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
Các thuật ngữ bắt đầu bằng ký tự "O"
Objectives
Measurable aims of a business set for a given period (e.g. marketing objectives for the
next year).
Occasion segmentation
A basis of segmenting a market based on occasions when buyers get the idea to make a
purchase, actually buy, or use a purchased item.
Opportunities
Opportunities are any feature of the external environment which creates conditions that a
business can exploit to its advantage. If the business is successful in exploiting
opportunities, then it will be better placed to achieve its objectives.
Own-label brand
Own-label brands are created and owned by businesses that operate in the distribution
channel – often referred to as “distributors”. Often these distributors are retailers, but not
exclusively. Sometimes the retailer’s entire product range will be own-label. However,
more often, the distributor will mix own-label and manufacturers brands.
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#15
10-05-05, 19:13
Reporter
.::Reporter::.
Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
Các thuật ngữ bắt đầu bằng ký tự "P"
Packaging
The activities of designing and producing the container or wrapper for a product.
Penetration pricing
Penetration pricing involves the setting of lower, rather than higher prices in order to
achieve a large, if not dominant market share.
Penetration strategy
A marketing strategy based on low prices and extensive advertising to increase a
product's market share. For penetration strategy to be effective the market will have to be
large enough for the seller to be able to sustain low profit margins.
Personal selling
Oral communication with potential buyers of a product with the intention of making a
sale. The personal selling may focus initially on developing a relationship with the
potential buyer, but will always ultimately end with an attempt to "close the sale.
Porter’s Five Forces Model
An analytic model developed by Michael E. Porter. The five forces in terms of which the
model analyses businesses and industries are: Buyers, Suppliers, Substitutes, New
Entrants and Rivals.
Portfolio planning
Portfolio planning is the process of managing groups of brands and product lines.
Positioning
Positioning is how a product appears in relation to other products in the market.
Pre-emptive pricing
Pre-emptive pricing is a strategy involves setting low prices in order to discourage or
deter potential new entrants to the suppliers market. It is especially suited to markets in
which the supplier does not hold a patent, or other market privilege and entry to the
market is relatively straightforward.
Prestige pricing
Prestige pricing refers to the practice of setting a high price for an product, throughout its
entire life cycle – as opposed to the short term ‘opportunistic’, high price of price
‘skimming’. This is done in order to evoke perceptions of quality and prestige with the
product or service.
Price
The price of a product may be seen as a financial expression of the value of that product.
Price discrimination
Price discrimination occurs when a firm charges a different price to different groups of
consumers for an identical good or service, for reasons not associated with costs.
Price elasticity of demand
Price elasticity of demand measures the responsiveness of a change in demand for a
product following a change in its own price.
Price sensitivity
Price sensitivity is the effect a change in price will have on customers.
Price skimming
Price skimming involves charging a relatively high price for a short time where a new,
innovative, or much-improved product is launched onto a market.
Primary research data
Primary market data is data collected specifically for the market research project and
obtained directly from the relevant source.
Problem/Need recognition
The first stage in the buying process where the potential customer recognises that a
problem or a need can be met by buying a product or a service.
Product
A product is defined as anything that is capable of satisfying customer needs.
Product class
Product class is a broad category of product such as cars, washing machines, newspapers.
Product form
Within a product class, there are different forms that the product can take. For example,
people carriers or two-seater sports cars are product forms within the motor cars product
class.
Product group
A product group (or product line) is a group of brands that are closely related in terms of
their functions and the benefits they provide.
Product life cycle
The course of a product's sales and profitability over its lifetime. The model describes
five stages, each of which represents a different opportunity for the marketer:
- Development
- Introduction
- Growth
- Maturity
- Decline
Product map
A product map defines the market in terms of the way buyers perceive key characteristics
of competing products.
Product mix
The set of all product lines and items that a particular business offers for sale to buyers.
Product quality
The ability of a product to perform its functions (“fit for purpose”). Quality is a function
of several factors including reliability and ease of use.
Promotion
One of the four “P’s” of the marketing mix. Promotion is all about businesses
communicating with customers.
Promotional mix
The promotional mix consists of a blend of five main kinds of promotional tools:
advertising; direct marketing; personal selling; sales promotion and public relations.
Psychographic segmentation
Psychographic (or “lifestyle”) segmentation seeks to classify people accordingly to their
values, opinions, personality characteristics and interests.
Public relations
The planned and sustained effort to establish and maintain goodwill and mutual
understanding between an organisation and its publics.
Publicity
Promotional activities designed to promote a business and its products by obtaining
media coverage not paid for by the business.
Pull promotion
Pull promotion, in contrast to Push promotion, addresses the customer directly with a
view to getting them to demand the product, and hence “pull” it down through the
distribution chain. It focuses on advertising and above the line activities. See also 'push
promotion'.
Purchase decision
The stage in the customer buying process when the purchase decision is actually made.
Push promotion
Push promotion relies on the next link in the distribution chain - e.g. a wholesaler or
retailer - to “push” out products to the customer. It revolves around sales promotions such as price reductions and point of sale displays - and other below the line activities.
See also 'Sales Promotion'.
Các thuật ngữ bắt đầu bằng ký tự "Q"
Qualitative forecasting
Qualitative forecasting is based on experience and judgement. Examples include general
surveys of customers, distributors and the sales force
Qualitative Research
Research that deals with information too difficult or expensive to quantify, such as
subjective opinions and value judgements, typically unearthed during interviews or
discussion groups
Quantitative forecasting
Quantitative forecasting is based on facts. Good examples include time-series analysis
and statistical surveys of customer purchasing behaviour
Quantitative Research
Market research that concentrates on statistics and other numerical data, gathered
through opinion polls, customer satisfaction surveys and so on. Compare 'qualitative
research'
Question marks
A term used in the Boston Group Matrix. Question marks are businesses or products
with low market share but which operate in higher growth markets. This suggests that
they have potential, but may require substantial investment in order to grow market
share at the expense of more powerful competitors.
Questionnaire
Base document for research purposes, providing the questions and structure for an
interview or self-completion and providing space for respondents' answers.
Quota sampling
A sampling method in which the final choice of respondents is left to the interviewers,
who base their choices on two or three variables (such as age, sex and education).
__________________
Chúc bạn tìm được nhiều thông tin thú vị và bổ ích!
[Ban biên tập OPENSHARE]
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#17
16-05-05, 21:23
Reporter
.::Reporter::.
Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
Các thuật ngữ bắt đầu bằng ký tự "R"
Random sampling
A sampling method in which all the units in a population have an equal chance of
appearing in the sample.
Retailers
Retailers operate outlets that trade directly with household customers.
__________________
Chúc bạn tìm được nhiều thông tin thú vị và bổ ích!
[Ban biên tập OPENSHARE]
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#18
16-05-05, 21:32
Reporter
.::Reporter::.
Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
Các thuật ngữ bắt đầu bằng ký tự "S"
Sales forecast
The sales forecast is the expected level of company sales based on a chosen marketing
plan and an assumed marketing environment.
Sales promotion
Sales promotion refers to any activity designed to boost the sales of a product or service.
It may include an advertising campaign, increased PR activity, a free-sample campaign,
offering free gifts or trading stamps, arranging demonstrations or exhibitions, setting up
competitions with attractive prizes, temporary price reductions, door-to-door calling,
telephone-selling, personal letters on other methods.
Sample
A small group of items selected from a larger group to represent the characteristics of the
larger group. Samples are often used in marketing research because it is not feasible to
interview every member of a particular market; however, conclusions about a market
drawn from a sample always contain a sampling error and must be used with caution. The
larger the sample, in general, the more accurate will be the conclusions drawn from it.
Secondary research data
Secondary market data is data that has already been obtained, analysed and used for other
purposes or for general reference.
Segmentation variables or bases
The dimensions or characteristics of individuals, groups or businesses that are used for
dividing a total market into segments.
Selective distribution
Selective distribution involves a producer using a limited number of outlets in a
geographical area to sell products
Soft goods
Soft goods are similar to consumer durables, except that they wear out more quickly and
therefore have a shorter replacement cycle. Examples include clothes and shoes.
Sponsorship
Supporting an event, activity or organisation by providing money or other resources that
is of value to the sponsored event. This is usually in return for advertising space at the
event or as part of the publicity for the event.
Stars
A term used in the Boston Group Matrix. Stars are high growth businesses or products
competing in markets where they are relatively strong compared with the competition.
Often they need heavy investment to sustain their growth. Eventually their growth will
slow and, assuming they maintain their relative market share, will become cash cows.
Strapline
A slogan often used in conjunction with a brand name, advertising and other promotional
methods (e.g. “Guinness is good for you”).
Strategic business unit (“SBU")
A SBU is a unit of the company that has a separate mission and objectives and that can be
planned independently from the other businesses. An SBU can be a company division, a
product line or even individual brands - it all depends on how the company is organised.
Stratified sampling
A sampling method in which the population of interest is divided according to a common
characteristic or attribute and a probability sampling is then conducted within each group.
Strengths
Strengths are a particular skill, resource or distinctive competence which the business
possesses and which will enable it to achieve its stated objectives. Strengths are a source
of competitive advantage. As such they should be protected and built upon.
__________________
Chúc bạn tìm được nhiều thông tin thú vị và bổ ích!
[Ban biên tập OPENSHARE]
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#19
16-05-05, 21:43
Reporter
.::Reporter::.
Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
Các thuật ngữ bắt đầu bằng ký tự "T"
Target market
The group of potential customers sharing common needs and characteristics that a
business decides to serve.
Telemarketing
Telemarketing (sometimes also referred to as “telesales”) is a method of direct marketing
in which the telephone is used to contact potential customers in order to reduce the time
spent in making personal visits. Traditionally, products such as double glazing and
central heating have been marketed using this technique.
Telephone surveys
Surveys in which respondents' answers to a questionnaire are recorded by interviewers on
the phone.
Test marketing
Test marketing occurs when a new product is tested with a sample of customers, or
launched in a restricted geographical area, to judge customers' reactions. If the product is
unsuccessful, the business will have minimised its costs and can either make changes
before the main launch or decide to discontinue the product. Test marketing has a
disadvantage in that competitors learn about the new product before its full launch.
Threats
Threats are any aspect of the external environment which cause problems and which may
prevent achievement of objectives. Almost by definition, what presents a threat to one
business offers an opportunity to other businesses.
Trademark
Legal designation indicating that the owner has exclusive use of a brand.
__________________
Chúc bạn tìm được nhiều thông tin thú vị và bổ ích!
[Ban biên tập OPENSHARE]
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#20
29-06-05, 00:34
Reporter
.::Reporter::.
Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
Các thuật ngữ bắt đầu bằng ký tự "U"
Undifferentiated marketing
Undifferentiated marketing is the marketing of a product aimed at the widest possible
market. For example, in the holiday market, the sale of short-haul summer-sun package
holidays to the Mediterranean is an undifferentiated mass-market product.
Unique selling proposition ("USP")
A unique selling proposition (“USP”) is a customer benefit that no other product can
claim.
__________________
Chúc bạn tìm được nhiều thông tin thú vị và bổ ích!
[Ban biên tập OPENSHARE]
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#21
29-06-05, 00:36
Reporter
.::Reporter::.
Các thuật ngữ bắt đầu bằng ký tự "V"
Vision
The long-term aims and aspirations of the company for itself.
__________________
Chúc bạn tìm được nhiều thông tin thú vị và bổ ích!
[Ban biên tập OPENSHARE]
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#22
29-06-05, 00:37
Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
Reporter
.::Reporter::.
Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
Các thuật ngữ bắt đầu bằng ký tự "W"
Weaknesses
Weaknesses are any aspect of the business which may prevent the business from
achieving its objectives. Weaknesses are a source of competitive disadvantage.
Management should seek ways to reduce or eliminate weaknesses before they are
exploited further by the competition.
Wholesaler
Often part of the distribution channel; involves the selling of goods in large quantities to
be retailed by others.
__________________