کاملترین دیکشنری بازاریابی به همراه اصطلاحات
دیکشنری بازاریابی بیش از ۶۵۰ کلمه و اصطلاح حوزه بازاریابی شامل مدیریت بازاریابی ، مفاهیم بازاریابی ، فروش ، برند ، تحقیقات بازار و .. را در بر می گیرد
۱ |
Market |
بازار |
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) |
۲ |
Marketing |
بازاریابی |
A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others |
۳ |
Demarketing |
بازاریابی کاهنده |
Marketing to reduce demand temporarily or permanently; the aim is not to destroy demand, but only to reduce or shift it |
۴ |
Marketing Management |
مدیریت بازاریابی |
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 |
۵ |
Need |
نیاز |
A state of felt deprivation |
۶ |
Want |
خواسته |
The form taken by a human need as shaped by culture and individual personality |
۷ |
Hierarchy of needs |
سلسه مراتب نیازها |
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 |
۸ |
product |
محصول |
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 |
۹ |
Service |
خدمت |
Any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything |
۱۰ |
Customer value |
ارزش مشتری |
The difference between the values the customer gains from owning and using a product and the costs of obtaining the product |
۱۱ |
Customer satisfaction |
رضایت مشتری |
The extent to which a product’s perceived performance matches a buyer’s expectations. If the product’s performance falls short of expectations, the buyer is dissatisfied. If performance matches or exceeds expectations, the buyer is satisfied or delighted |
۱۲ |
Consumer markets |
بازارهای مصرف |
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 |
۱۳ |
Industrial markets |
بازارهای صنعتی |
Markets made up of organisations which buy in order to produce goods |
۱۴ |
Exchange |
معامله |
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 |
۱۵ |
Transaction |
مبادله |
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 |
۱۶ |
Relationship marketing |
بازاریابی ارتباطی |
The process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders |
۱۷ |
Competitive advantage |
مزیت رقابتی |
The part of a firm‘s total offering which is superior to that of its |
۱۸ |
competitors |
رقبا |
Something unique or special that a firm does or possesses that provides an advantage over its competitors |
۱۹ |
Terms of core marketing concept |
واژه های اصلی مفهوم بازاریابی |
needs, wants, demand, value, cost, satisfaction, marketing, marketer, exchange, transaction, relationship |
۲۰ |
Core benefit |
مفنعت اصلی/ بنیادی |
The need that a product fulfils or the problem it solves |
۲۱ |
Buyers |
خریداران |
Those who carry out the formal arrangements for purchase, service, delivery, and financial terms |
۲۲ |
Demand |
تقاضا |
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 |
۲۳ |
Compensatory decision rule |
قانون تصمیم جبرانی |
A type of decision rule for evaluating alternatives where consumers consider each brand with respect 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 |
۲۴ |
Compensatory model |
مدل جبرانی |
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 |
۲۵ |
Non-compensatory model |
مدل غیرجبرانی |
A model of information processing in which a high rating for one attribute does not offset a low rating for other |
۲۶ |
Conjunctive decision rule |
قانون تصمیم عطفی / ربطی |
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 |
۲۷ |
Consumer socialisation process |
فرایند اجتماعی شدن مصرف کننده |
The process by which an individual acquires the skills needed to function in the marketplace as a consumer |
۲۸ |
Service market |
بازار خدمات |
All organisations that buy in order to produce services |
۲۹ |
Vertical markets |
بازارهای عمودی |
The markets on which products are tailored for specific industries |
۳۰ |
Horizontal markets |
بازارهای افقی |
Markets on which products are sold to a wide range of industries |
۳۱ |
Utility |
سودمندی |
A measure of the satisfaction obtained through the receipt of something of value in an exchange |
۳۲ |
Form utility |
ابزار سودمندی / کاربردی |
The usefulness attributable to the form or design of something received |
۳۳ |
Users |
کابران |
Persons within an organisation who actually put a purchased product to work |
۳۴ |
Stakeholders |
سهامداران |
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 |
۳۵ |
Total market potential |
بازار بالقوه کل |
The total possible sales of the product by all competitors |
۳۶ |
Total market demand |
تقاضای کل بازار |
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 environment under a defined level and mix of industry marketing effort |
۳۷ |
Unitary demand |
تقاضای واحد |
A given percentage change in price results in an identical percentage change in the quantity demanded |
۳۸ |
Time utility |
کاربرد زمان |
The usefulness given when something of value is received at the time it is wanted |
۳۹ |
Production concept |
مفهوم تولید |
The philosophy that consumers will favour products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency |
۴۰ |
Product concept |
مفهوم محصول |
The idea that consumers will favour 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 new-product idea stated in meaningful consumer terms |
۴۱ |
Selling concept |
مفهوم فروش |
The idea that consumers will not buy enough of the organization’s products unless the organization undertakes a large-scale selling and promotion effort |
۴۲ |
Marketing concept |
مفهوم بازاریابی |
The philosophy that business organisations achieve their profit and other goals by satisfying consumers |
۴۳ |
Marketing concept |
مفهوم بازاریابی |
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 |
۴۴ |
Social marketing / cause marketing |
بازاریابی اجتماعی |
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 |
۴۵ |
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۴۶ |
Societal marketing orientation |
رویکرد/گرایش بازاریابی اجتماعی |
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 |
۴۷ |
Social marketing |
بازاریابی اجتماعی |
The design, implementation, and control of programs seeking to increase the acceptability of a social idea, cause, or practice among a target group |
۴۸ |
Modified re-buy |
خرید مجدد اصلاح شده / ساختار یافته |
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 |
۴۹ |
Marketing information system |
سیستم اطلاعات مدیریت |
The continuously interacting structure of people, machines, and procedures that produces information pertinent to marketing decisions |
۵۰ |
Marketing intelligence network |
شبکه هوشمند بازاریابی |
A set of procedures and sources designed to monitor the organisations‘ external environments, particularly the competitive environment |
۵۱ |
Marketing mix |
آمیخته بازاریابی |
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 |
۵۲ |
آمیزه بازاریابی |
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۵۳ |
Marketing control |
کنترل بازاریابی |
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 |
۵۴ |
Peripheral values |
ارزشهای محیطی |
Values that reflect, but are not as deeply embedded or as fundamental as, central values |
۵۵ |
Personal income |
درآمد شخصی |
A persons total income from all sources |
۵۶ |
Marketing orientation |
رویکرد/گرایش بازاریابی |
An approach to business that focuses primarily on what a firm does to satisfy consumer‘s needs |
۵۷ |
Marketing and manufacturing company |
شرکت تولید و بازاریابی |
A form of subsidiary organisation which handles all functions of a marketing company but also maintains a production facility for the manufacture of the product |
۵۸ |
Games |
بازی ها |
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 |
۵۹ |
Creativity |
خلاقیت |
A quality possessed by persons that enables them to generate novel approaches, generally reflected in new and improved solutions to problems |
۶۰ |
Marketing environment |
بازاریابی محیطی |
The actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful transactions with its target customers |
۶۱ |
Macroenvironment |
محیط کلان |
The larger societal forces that affect the microenvironment¾demographic, economic, natural, technological, political and cultural forces |
۶۲ |
Microenvironment |
محیط خرد |
The forces close to the company that affect its ability to serve customers¾the company, suppliers, marketing channel firms, customer markets, competitors, and publics |
۶۳ |
Marketing intermediaries |
واسطه های بازاریابی |
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 |
۶۴ |
Economic environment |
محیط اقتصادی |
Factors that affect consumer buying power and spending patterns |
۶۵ |
Engel’s Laws |
قوانین انگل |
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 |
۶۶ |
Natural environment |
محیط (زیست) طبیعی |
Natural resources that are needed as inputs by marketers or that are affected by marketing activities |
۶۷ |
Technological environment |
محیط تکنولوژیک |
Forces that create new technologies, creating new product and market opportunities |
۶۸ |
Political environment |
محیط سیاسی |
Laws, government agencies and pressure groups that influence and limit various organizations and individuals in a given society |
۶۹ |
Cultural environment |
محیط فرهنگی |
Institutions and other forces that affect society’s basic value perceptions, preferences, and behaviours |
۷۰ |
Consumer buyer behaviour |
رفتار خرید مصرف کننده |
The buying behaviour of final consumers-individuals and households who buy goods and services for personal consumption |
۷۱ |
Consumer market |
بازار مصرف |
All the individuals and house holds who buy or acquire goods and services for personal consumption |
۷۲ |
Factors of consumer behavior |
عوامل رفتار مصرف کننده |
cultural, social, personal, psychological |
۷۳ |
Factors of customer behavior / 2 |
عوامل رفتار مصرف کننده |
environment, organisation, interpersonal relations, personal character |
۷۴ |
Motivation |
محرک / انگیزش / انگیزه |
Persons‘ impulses to take action and the internal and external forces that energise, mobilise, and direct their behaviour toward goals |
۷۵ |
Perception |
ادراک/ احساس/دریافت |
selective attention, distortion |
۷۶ |
Recall |
یادآوری مجدد/بازخوانی |
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 |
۷۷ |
Stimulus |
انگیزه / محرک |
Anything that elicits or accelerates a physiological or psychological activity |
۷۸ |
Environmental stimuli |
محرک های محیطی |
economical, technological, political, cultural |
۷۹ |
Stimulus-response theory |
نظریه محرک-پاسخ |
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 |
۸۰ |
Special incentives |
مشوق های ویژه |
A motivator usually used for a brief period to strengthen representatives‘ efforts to achieve specific sales goals |
۸۱ |
Factors supporting purchase |
عوامل پشتیبان خرید |
choice of product, brand, supplier, timing, and size |
۸۲ |
Buying centre |
تاثیرگذاران بر خرید |
The collective term for people who participate in purchase decisions |
۸۳ |
Cues |
علت / دلیل / سبب |
The minor stimuli that shape people‘s responses and that support the original stimulus |
۸۴ |
High involvement decisions |
تصمیم گیری با سطح درگیری ذهنی بالا |
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 |
۸۵ |
Low involvement decisions |
تصمیم گیری با سطح درگیری ذهنی پایین |
Decisions generally made in an instant with little or no influence from social or cultural forces |
۸۶ |
Consumer behaviour |
رفتار مصرف کننده |
The acts of individuals that involve buying and using products, including the decision processes that precede and determine these acts |
۸۷ |
Culture |
فرهنگ |
All the things, abilities and believe/everything that one generation of a society transmits to the next |
۸۸ |
Subcultures |
خرده فرهنگ ها |
Groups that share the values and artifacts of the larger society but also have distinctive practices, preferences, and beliefs |
۸۹ |
Countercultures |
خرده فرهنگ های متضاد |
Subcultures whose values are in conflict with those of the wider society |
۹۰ |
Opinion leader |
رهبر افکار |
Person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts influence on others |
۹۱ |
Social class |
طبقه اجتماعی / کلاس اجتماعی |
A category made up of people who share similar opportunities, economic positions, lifestyles, attitudes and behaviours |
۹۲ |
Group |
گروه |
Two or more people, with related statuses and roles, who interact on the basis of shared expectations about each other‘s behaviour |
۹۳ |
Ethnic group |
گروه اخلاقی |
The social group determined by culturally transmitted, learned traits |
۹۴ |
Demography |
جمعیت شناختی |
The study of the changing characteristics of human populations-factors such as vital statistics, growth, size, density, and distribution |
۹۵ |
Personality |
شخصیت |
A person’s distinguishing psychological characteristics that lead to relatively consistent and lasting responses to his or her own environment |
۹۶ |
Motive (drive) |
انگیزه |
A need that is sufficiently pressing to direct the person to seek satisfaction of the need |
۹۷ |
Innovators |
نوآوران |
The first users of the new product |
۹۸ |
Early adopters |
پذیرندگان اولیه |
People who try a new product early in its life cycle without waiting for its acceptance by a large number of people |
۹۹ |
Early majority |
گروه پذیرندگان اولیه |
People who adopt the product only after it has been accepted somewhat widely |
۱۰۰ |
Late majority |
گروه پذیرندگان متاخر |
People who do not adopt an innovation until it is widespread use and is thoroughly accepted |
۱۰۱ |
Laggards |
عقب افتادگان / متخرین |
Individuals, households, or organisations that resists or never adopt the new product |
۱۰۲ |
Family household |
خانواده |
A household consisting of two or more persons living together who are related by marriage or birth |
۱۰۳ |
Family life cycle |
چرخه زندگی خانوادگی |
Various stages in family life, each with its own characteristics |
۱۰۴ |
Family orientation |
رویکرد/ گرایش خانوادگی |
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 |
۱۰۵ |
Family procreation |
تولید/زایش/فرآوری خانوادگی |
The new family established by choosing a mate and rearing children |
۱۰۶ |
Ideal self-concept |
غرور / خویش پندار / عزت نفس ایده آل |
A view of ourselves as we would like to be |
۱۰۷ |
Lifestyles |
سبک زندگی |
Preferred patterns of living as expressed in a person‘s activities, interests, and opinions, taken as a whole |
۱۰۸ |
Learning |
یادگیری |
The relatively permanent changes in thought and behaviour that result from experience = Changes in an individual’s behaviour arising from experience |
۱۰۹ |
Belief |
باور / اعتقاد |
A descriptive thought that a person holds about something |
۱۱۰ |
Attitude |
نحوه نگرش / طرز برخورد /گرایش |
A person’s consistently favourable or unfavourable evaluations, feelings, and tendencies toward an object or idea |
۱۱۱ |
Complex buying behavior |
رفتار پیچیده خرید |
Consumer buying behaviour in situations characterized by high consumer involvement in a purchase and significant perceived differences among brands |
۱۱۲ |
Dissonance-reducing buying behavior |
رفتار خرید کاهشی-ناهنجار |
Consumer buying behaviour in situations characterized by high involvement but few perceived differences among brands |
۱۱۳ |
Habitual buying behavior |
رفتار خرید پایدار / عادتی |
Consumer buying behaviour in situations characterized by low consumer involvement and few significant perceived brand differences. |
۱۱۴ |
Variety-seeking buying behavior |
رفتار خرید تنوع طلبی |
Consumer buying behaviour in situations characterized by low consumer involvement but significant perceived brand differences |
۱۱۵ |
Need recognition |
تشخیص نیاز |
The first stage of the buyer decision process in which the consumer recognizes a problem or need |
۱۱۶ |
Information search |
جستجوی اطلاعات |
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 |
۱۱۷ |
Alternative evaluation |
سنجش / ارزیابی جایگزین |
The stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set |
۱۱۸ |
Purchase decision |
تصمیم خرید |
The stage of the buyer decision process in which the consumer actually buys the product |
۱۱۹ |
Postpurchase behaviour |
رفتار پیش از خرید |
The stage of the buyer decision process in which consumers take further action after purchase based their satisfaction or dissatisfaction |
۱۲۰ |
Cognitive dissonance |
ناهنجاری شناختی |
Buyer discomfort caused by post purchase conflict |
۱۲۱ |
New product |
محصول جدید |
A good, service, or idea that is perceived by some potential customers as new |
۱۲۲ |
Adoption process |
فرایند پذیرش |
The mental process through which an individual passes from first hearing about an innovation to final adoption |
۱۲۳ |
Organisational markets / Business market |
بازارهای سازمانی / بازار تجاری |
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 |
۱۲۴ |
Organisational marketing |
بازاریابی سازمانی |
All marketing efforts directed at buyers for formal institutions, including industrial, service, reseller, government, and not-for-profit groups |
۱۲۵ |
Business buying process |
فرانید خرید سازمانی |
The decision-making process by which business buyers establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers |
۱۲۶ |
Derived demand |
تقاضا مشتق شده / تقاضای ناشی شده |
Business demand that ultimately comes from (derives from) the demand for consumer goods |
۱۲۷ |
Straight rebuy |
خرید مجدد مستقیم |
A business buying situation in which the buyer routinely reorders something without any modifications |
۱۲۸ |
Modified rebuy |
خرید مجدد اصلاح شده |
A business buying situation in which the buyer wants to modify product specifications, prices, terms, or suppliers |
۱۲۹ |
New task |
وظیفه جدید |
A business buying situation in which the buyer purchases a product or service for the first time |
۱۳۰ |
Packaging |
بسته بندی در مقیاس بزرگ |
The activities of designing and producing the container or wrapper for a product |
۱۳۱ |
Systems buying |
سیستم های خرید |
Buying a packaged solution to a problem from a single seller |
۱۳۲ |
Users |
کاربرها |
Members of the organization who will use the product or service; users often initiate the buying proposal and help define product specifications |
۱۳۳ |
Influencers |
موثرین / اثرگذاران |
People in an organization’s buying center who affect the buying decision; they often help define specifications and also provide information for evaluating alternatives |
۱۳۴ |
Deciders |
تصمیم گیرندگان |
People in the organization’s buying center who have formal or informal power to select or approve the final suppliers |
۱۳۵ |
Gatekeepers |
حافظان سازمانی |
People in the organization’s buying center who control the flow of information to others |
۱۳۶ |
Problem recognition |
تشخیص مسئله / مشکل |
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 |
۱۳۷ |
General need description |
شرح نیاز عمومی |
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 |
۱۳۸ |
Product specification |
مشخصه محصول |
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 |
۱۳۹ |
Value analysis |
ارزیابی / تجزیه و تحلیل ارزش |
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 |
۱۴۰ |
Supplier search |
جستجوی عرضه کننده |
The stage of the business buying process in which the buyer tries to find the best vendors |
۱۴۱ |
Proposal solicitation |
درخواست پیشنهاد |
The stage of the business buying process in which the buyer invites qualified suppliers to submit proposals |
۱۴۲ |
Supplier selection |
انتخاب عرضه کننده |
The stage of the business buying process in which the buyer reviews proposals and selects a supplier or suppliers |
۱۴۳ |
Order-routine specification |
سفارش بر اساس درخواست پیشین |
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 |
۱۴۴ |
Performance review |
بررسی عملکرد |
The stage of the business buying process in which the buyer rates its satisfaction with suppliers, deciding whether to continue, modify or drop them |
۱۴۵ |
Institutional market |
بازار سازمانی |
School, hospitals, nursing homes, prisons and other institutions that provide goods and services to people in their care |
۱۴۶ |
Government market |
بازار دولتی |
Government units-federal, state, and local-that purchase or rent goods and services for carrying out the main functions of government |
۱۴۷ |
Organisational buying behaviour |
رفتار خرید سازمانی |
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 |
۱۴۸ |
Customer profile |
مشخصات مشتری |
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 |
۱۴۹ |
Customer types organisation |
سازمان بر انواع مشتری |
The organisation method which is based on customer groups, such as departments responsible for marketing to each segment |
۱۵۰ |
Buy-phase concept |
مفهوم فاز خرید |
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 |
۱۵۱ |
Merchant wholesalers |
عمده فروشان تجاری |
Organisations which take title to goods, and which carry the responsibility for risk bearing and usually for performing various functions |
۱۵۲ |
Missionary sales people |
فروشندگان مبلغ |
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 |
۱۵۳ |
Commercialisation |
تجاری سازی – در زبان فرانسه: بازاریابی |
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 |
۱۵۴ |
Distribution forms of goods; shops and channels |
اشکال توزیع کالاها : مغازه ها و شبکه های |
Special, shopping, convenience; intensive, exclusive, selective |
۱۵۵ |
Marketing information system |
سیستم اطلاعات بازاریابی |
People, equipment, and procedures to gather, sort, analyze. evaluate, and distribute needed, timely, and accurate information to marketing decision makers |
۱۵۶ |
Marketing intelligence |
هوشمندی بازاریابی |
Everyday information about developments in the marketing environment that helps managers prepare and adjust marketing plans |
۱۵۷ |
Marketing research |
تحقیقات بازاریابی |
The systematic design, collection, analysis, and reporting of data relevant 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 |
۱۵۸ |
Exploratory research |
تحقیق اکتشافی |
Research that consists of informal attempts to identify and define problems |
۱۵۹ |
Descriptive research |
تحقیق پژوهشی |
Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers |
۱۶۰ |
Causal research |
تحقیق علی |
Marketing research to test hypotheses about cause-and-effect relationship |
۱۶۱ |
Threshold effect |
اثر آستانه |
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 |
۱۶۲ |
Qualitative research |
تحقیق کیفی |
Research which takes the form of detailed interviews with a small number of consumers or organisational buyers |
۱۶۳ |
Stimulated test marketing |
بازاریابی بر اساس آزمون تحریک مخاطب |
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 |
۱۶۴ |
Quantitative research |
تحقیق کمی |
Research based on a statistically valid sampling of a target market |
۱۶۵ |
Secondary data |
داده ثانویه |
Facts previously collected by others, often for other purpose |
۱۶۶ |
Primary data |
داده اولیه |
Information collected for the specific purpose at hand |
۱۶۷ |
Observational research |
تحقیق بر اساس مشاهده |
The gathering of primary data by observing relevant people, actions, and situations |
۱۶۸ |
Single-source data systems |
سیستم داده تک منبع |
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) |
۱۶۹ |
Survey research |
تحقیق مطالعه محور |
The gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behaviour |
۱۷۰ |
Experimental research |
تحقیق تجربی |
The gathering of primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses |
۱۷۱ |
Focus group interviewing |
مصاحبه گروه کانونی |
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 |
۱۷۲ |
Online (Internet) marketing research |
تحقیقات اینترنتی / آنلاین بازاریابی |
Collecting primary data through Internet surveys and online focus groups |
۱۷۳ |
Screening process |
فرآیند غربالگری |
The process which sifts out all ideas that are not feasible or desirable for organisation |
۱۷۴ |
Sample |
نمونه |
A trial amount of a product |
۱۷۵ |
Quota sample |
نمونه سهمیه |
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 |
۱۷۶ |
Simple random sample |
نمونه تصادفی ساده |
The process in which individual members of a population would have an equal and known chance of being selected as part of a sample |
۱۷۷ |
Systematic random sample |
نمونه تصادفی سیستماتیک |
The process in which researchers choose every nth (such as every tenth or fifteenth) number after starting with a randomly selected number |
۱۷۸ |
Stratified random sample |
نمونه تصادفی طبقه بندی شده |
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 |
۱۷۹ |
Convenience sample |
نمونه به اندازه کافی مناسب |
A sample chosen at the convenience of the researcher, such as the first 100 individuals to be found who are members of a population |
۱۸۰ |
Judgement sample |
نمونه داوری |
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 |
۱۸۱ |
Single-person household |
زندگی انفرادی در یک خانه |
An individual who lives alone in a separate residence |
۱۸۲ |
Survey method |
روش تحقیق |
A research method based on data gathered by asking respondents to supply facts, opinions, or other information |
۱۸۳ |
Questionnaire |
پرسشنامه |
A data collection instrument that is used for all survey methods |
۱۸۴ |
Structured questions |
سوالات ساختاریافته |
Those questions that demand brief and specific answers |
۱۸۵ |
Unstructured question |
سوالات ساختارنیافته |
Questions that allow respondents a great deal of freedom and creativity in framing answers |
۱۸۶ |
Semi-structured question |
سوالت نیمه ساختاریافته |
Questions that include sentence completion items and word association tests |
۱۸۷ |
Statistical demand analysis |
تجزیه و تحلیل آماری تقاضا |
Analysis that develops relationship among marketing mix factors and environmental circumstances and sales |
۱۸۸ |
Marketing research department (agency) |
بخش / آژانس تحقیقات بازاریابی |
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 |
۱۸۹ |
Syndicated research services |
خدمات پژوهش موازی / همزمان |
The scheduled reports which spell out what consumers are buying and what is happening to a product in the market place |
۱۹۰ |
Affect referral decision rule |
قانون تصمیم مرجع اثر |
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 |
۱۹۱ |
Alpha activity |
فعالیت آلفا |
A measure of the degree of brain activity that can be used to assess an individual’s reactions to an advertisement |
۱۹۲ |
۸۰/۲۰ rule |
قانون ۸۰/۲۰ |
The principle that 80 percent of sales volume for a product or service is generated by 20 percent of the customers |
۱۹۳ |
Contribution margin |
محدوده مشارکت |
The difference between the total revenue generated by a product of brand and its total variable costs |
۱۹۴ |
Theatre tests |
آزمون تئاتر |
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 |
۱۹۵ |
Time series analysis |
تحلیل سریهای زمانی |
Analysis that identifies and measures repetitive influences on sales patterns over time |
۱۹۶ |
Value analysis |
تحلیل ارزش |
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 |
۱۹۷ |
Vendor analysis |
تحلیل تامین کننده / فروشنده |
The buying organisation’s systematic evaluation and rating of prospective suppliers |
۱۹۸ |
Work load analysis |
تحلیل حجم کار |
A method which establishes standards for the number of sales calls required and the time needed to make those calls |
۱۹۹ |
Contests |
مسابقه |
Strategy that requires consumers to compete for prizes, typically by completing some type of puzzle or stating why they like the product “in 25 words or less” |
۲۰۰ |
Cross-tabulation |
جدول بندی متقاطع |
The method of comparing the responses to one question with the responses to another |
۲۰۱ |
Delphi technique |
تکنیک دلفی |
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 |
۲۰۲ |
Experimental method |
تکنیک تجربی |
The method based on the study of the relationship between two or more variables under controlled conditions |
۲۰۳ |
Focus group |
گروه کانونی |
A small number of ‘typical’ consumers who discuss their reactions to a product concept in the presence of a group leader |
۲۰۴ |
Forecasting |
پیش بینی |
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 |
۲۰۵ |
Historical and quantitative forecasts |
پیشی بینی کمی و تاریخی |
A projection of future sales based on sales patterns and/or mathematical calculations |
۲۰۶ |
Judgement forecast |
پیش بینی از روی قضاوت |
The prediction rely upon the opinions of informed participants or outside consultants |
۲۰۷ |
Audiometer |
شنوایی سنج |
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 |
۲۰۸ |
Benchmark measures |
معیارهای محک |
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 |
۲۰۹ |
Prospecting |
دورنما |
A systematic process of identifying new buyers |
۲۱۰ |
Irregular events |
وقایع بدون ساختار منظم |
Random events such as acts of God (e.g. earthquakes, fires, floods)./ Windfall sales contracts |
۲۱۱ |
Consumer juries |
داوران مصرف کننده |
A method of pretesting advertisements by using a panel of consumers who are representative of the target audience and provide ratings, rankings, and/or evaluations of advertisements |
۲۱۲ |
Strategic planning |
برنامه ریزی استراتژیک |
The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities. It involves defining a clear company mission, setting supporting objectives, designing a sound business portfolio, and coordinating functional strategies |
۲۱۳ |
Mission statement |
بیانیه ماموریت |
A statement of the organization’s purpose—what it wants to accomplish in the larger environment |
۲۱۴ |
Business portfolio |
سبد سرمایه گذاری کسب و کار |
The collection of business and products that make up the company |
۲۱۵ |
Portfolio analysis |
تحلیل سبد سرمایه گذاری |
A tool by which management identifies and evaluates that various businesses that make up the company |
۲۱۶ |
Strategic Business Unit (SBU) |
واحد تجاری استراتژیک |
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 |
۲۱۷ |
Diversification |
تنوع |
A strategy for company growth by starting up or acquiring businesses outside the company’s current products and markets |
۲۱۸ |
Growth-share matrix |
ماتریس BCG |
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 |
۲۱۹ |
ماتریس سهم-رشد |
||
۲۲۰ |
Product-market expansion grid |
شبکه پخش بازار محصول |
A portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversification |
۲۲۱ |
Market penetration |
رسوخ در بازار |
A strategy for company growth by increasing sales of current products to current market segments without changing the product |
۲۲۲ |
Market development |
توسعه بازار |
A strategy for company growth by identifying and developing new market segments for current company products |
۲۲۳ |
Product development |
توعه محصول |
A strategy for company growth by offering modified or new products 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 |
۲۲۴ |
Marketing process |
فرایند بازاریابی |
The process of (1) analyzing marketing opportunities, (2) selecting target markets, (3) developing the marketing mix, and (4) managing the marketing effort |
۲۲۵ |
Demand or market levels |
سطح بازار یا تقاضا |
population, potential, available, qualified, served, and penetrated |
۲۲۶ |
Company strategies |
استراتژی های شرکت |
low cost, differentiation, focusing |
۲۲۷ |
Market strategies |
استراتژی های بازار |
positioning, innovation, life cycle, competition, global reach |
۲۲۸ |
Homogeneity and heterogeneity |
همگن و غیرهمگن |
extremes of consistency influencing pricing, targeting, and a size of target segment for product |
۲۲۹ |
Competitive strategies |
استراتژی های رقابتی |
challenger, competitive position, market leader, follower, nicher |
۲۳۰ |
Ansoff matrix |
ماتریس انساف |
penetration, diversification and development of products and markets depending on new or mature markets or products |
۲۳۱ |
Portfolio |
سبد سرمایه گذاری |
A collection of businesses owned and managed by a parent corporation |
۲۳۲ |
Individualized portfolio techniques |
تکنیکهای سبدسازی فردی |
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 |
۲۳۳ |
Stars |
ستاره ها |
A company‘s ‚big winners‘ – business that hold high relative market shares in high-growth markets |
۲۳۴ |
Strategy |
استراتژی |
The major objectives of the organisation and a general plan for achieving these objectives |
۲۳۵ |
Strategic management |
مدیریت استراتژیک |
The management of a strategy; it involves at least four steps, i.e. analysing, planning, implementing, and control |
۲۳۶ |
۸۰/۲۰ principle |
اصل، قانون ۲۰/۸۰ |
A “law” which states that 80 percent of business in a territory comes from 20 percent of accounts- and, controversially, that only 20 percent of business comes from the other 80 percent of accounts (which is in reality only approximate) |
۲۳۷ |
Marketing strategy |
استراتژی بازاریابی |
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 |
۲۳۸ |
Strategic business unit |
واحد تجاری استراتژیک |
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 |
۲۳۹ |
Strategic control |
کنترل استراتژیک |
The control of major strategy directions |
۲۴۰ |
Market segmentation |
بخش بندی بازار |
(۱) The division of large, dissimilar populations into smaller, more similar groups. (2) The process of subdividing large, heterogeneous (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 behaviour who might require separate products or marketing mixes |
۲۴۱ |
Market segment |
بخش بازار |
A group of consumers who respond in a similar way to a given set of marketing efforts |
۲۴۲ |
Segment marketing |
بازاریابی بخش |
Isolating broad segments that make up a market and adapting the marketing to match the needs of one or more segments |
۲۴۳ |
Niche marketing |
بازاریابی نیش |
Focusing on subsegments or niches with distinctive traits that may seek a special combination of benefits |
۲۴۴ |
Micromarketing |
بازاریابی خرد |
The practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations—includes local marketing and individual marketing |
۲۴۵ |
Local marketing |
بازاریابی محلی |
Tailoring brands and promotions to the needs and wants of local customer groups—cities, neighborhoods, and even specific stores |
۲۴۶ |
Individual marketing |
بازاریابی فردی |
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 |
۲۴۷ |
Segmentation variables |
متغیرهای بخش بندی |
Factors by which market segments are formed, e.g., geographic, demographic, socio-economic, behavioural, and psychographic variables |
۲۴۸ |
Geographic segmentation |
بخش بندی جغرافیایی |
Dividing a market into different geographical units such as nations, states, regions, counties, cities, or neighborhoods |
۲۴۹ |
Demographics |
جمعیت شناختی |
A catchall term referring to particular variables describing populations, such as age , wages , |
۲۵۰ |
Age and life-cycle segmentation |
بخش بندی سن و چرخه عمر |
Dividing a market into different age and life-cycle group |
۲۵۱ |
Gender segmentation |
بخش بندی جنسیتی |
Dividing a market into different groups based on s-e-x |
۲۵۲ |
Income segmentation |
بخش بندی درآمدی |
Dividing a market into different income groups |
۲۵۳ |
Behaviouristic segmentation |
بخش بندی رفتارگرا |
A method of segmenting a market by dividing customers into groups based on their usage, loyalties, or buying responses to a product or service |
۲۵۴ |
Psychographics |
روانشناختی |
The system of measurement of life styles |
۲۵۵ |
Psychogenic needs |
نیازهای روانشناختی |
Needs which arise from learning and socialisation |
۲۵۶ |
Behavioral segmentation |
بخش بندی رفتاری |
Dividing a market into groups based on consumer knowledge, attitude, use, or response to a product |
۲۵۷ |
Benefit segmentation |
بخش بندی فایده |
A method of segmenting markets on the basis of the major benefits consumers seek in a product or service |
۲۵۸ |
Occasion segmentation |
بخش بندی سببی |
Dividing the market into groups according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item |
۲۵۹ |
Intermarket segmentation |
بخش بندی درون بازار |
Forming segments of consumers who have similar needs and buying behavior even though they are located in different countries |
۲۶۰ |
Target market |
بازار هدف |
A set of buyers sharing common needs or characteristics that the company decides to serve |
۲۶۱ |
Market targeting |
هدفگیری بازار |
The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter |
۲۶۲ |
Differentiated marketing |
بازاریابی متفاوت |
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 |
۲۶۳ |
Undifferentiated marketing |
بازاریابی غیر متفاوت |
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 |
۲۶۴ |
Concentrated marketing |
بازایابی متمرکز |
The strategy of focusing on a single, easily defined, profitable market segment |
۲۶۵ |
Product-oriented positioning |
جایگاه یابی محصول محور |
The strategy that rests on some attribute inherent in a product’s makeup, packaging, use, or price |
۲۶۶ |
Market positioning |
جایگاه یابی بازار |
Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers |
۲۶۷ |
Product positioning |
جایگاه یابی محصول |
The process by which marketers create and image in buyers’ minds and control buyers’ perceptions of their product |
۲۶۸ |
Repositioning |
جایگاه یابی مجدد |
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 |
۲۶۹ |
Consumer oriented positioning |
جایگاه یابی مصرف کننده محور |
The strategy aimed at getting the consumer to perceive a product in some unique, personally related manner, regardless of the product’s characteristics |
۲۷۰ |
Value proposition |
ارزش پیشنهادی |
The full positioning of a brand—the full mix of benefits upon which it is positioned. |
۲۷۱ |
Marketing planning |
برنامه بازاریابی |
The process through which an organisation designs the offerings that will satisfy the needs of its target markets |
۲۷۲ |
Marketing research |
تحقیقات بازار / مطالعات بازار |
The systematic and objective research for and analysis of information relevant to the identification and solution of any problem in the field of marketing |
۲۷۳ |
Marketing plan |
برنامه بازاریابی |
A written document that contains the firm’s marketing strategy and tactics |
۲۷۴ |
Product life cycle |
چرخه عمر محصول |
The product‘s stages of development, which consist of introductory, growth, maturity and decline stage |
۲۷۵ |
Demand curve |
منحنی تقاضا |
A curve that specifies the quantities demanded at various prices at a given time |
۲۷۶ |
Experience curve |
منحنی تجربه |
A curve reflecting the fact that the costs of doing something tend to decrease as the organisation gains experience doing it |
۲۷۷ |
Fad |
مد زودگذر |
A cycle that is different from fashion only in the length of time, which is relatively short |
۲۷۸ |
Fashion |
مد |
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 |
۲۷۹ |
Life cycle extension |
گسترش چرخه عمر |
The process of finding new uses for the same product by the same users |
۲۸۰ |
Market modification |
اصلاح بازار |
turning non-users to users, entry on new segments, reaching customers of competitors, more frequent and heavier use of product |
۲۸۱ |
Product modification |
اصلاح محصول |
improvement quality, features and style of product |
۲۸۲ |
Mix modification |
اصلاح مخلوط |
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 |
۲۸۳ |
Introductory stage |
مرحله مقدماتی |
A stage in a product‘s life in which an innovation is alone in the market |
۲۸۴ |
Growth stage |
مرحله رشد |
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 market share ahead of competitors. The market is usually turbulent in this period |
۲۸۵ |
Maturity stage |
مرحله بلوغ |
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 |
۲۸۶ |
Decline stage |
مرحله افول |
A stage in which total demand decreases, leading to a further dropout of competitors until only a few remain |
۲۸۷ |
Alternatives of introductory pricing |
جایگزین های قیمت گذاری مقدماتی |
slow, and rapid penetration, eventually skimming |
۲۸۸ |
Concept testing |
آزمون مفهوم |
A process involving the accumulation and evaluation of consumers‘ reactions to a new product idea before the product is actually developed |
۲۸۹ |
Market share analysis |
ارزیابی سهم بازار |
An evaluation of the firm‘s performance in comparison to that of its competitors |
۲۹۰ |
Relative market share |
سهم نسبی بازار |
A firm‘s market share divided by the market share of its largest competitor |
۲۹۱ |
Secular trends |
روندهای سکولار |
The raising or falling patterns of sales over a period of years |
۲۹۲ |
Seasonal patterns |
الگوهای فصلی |
The consistent sales patterns within a year which are based on factors such as weather or holidays |
۲۹۳ |
Growth-share matrix |
ماتریس سهم-رشد |
A matrix that explains how market share, market growth, and cash flows are related |
۲۹۴ |
Marketing implementation |
پیاده سازی بازاریابی |
The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives |
۲۹۵ |
Marketing audit |
حسابرسی بازاریابی |
A comprehensive, systematic, independent, and periodic examination of a company’s environment, objectives, strategies, and activities to determine problem areas and opportunities and to recommend a plan of action to improve the company’s marketing performance |
۲۹۶ |
Barrier to entry |
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Conditions that make difficult for a firm to enter the market in a particular industry, such as high advertising budgets |
۲۹۷ |
Price |
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Both the value that buyers place on what is exchanged and the marketers’ estimates of that value |
۲۹۸ |
Target costing |
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Pricing that starts with an ideal selling price, then targets costs that will ensure that the price is met |
۲۹۹ |
Fixed costs |
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Costs that do not vary with production or sales level |
۳۰۰ |
Variable costs |
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Costs that vary directly with the level of production |
۳۰۱ |
Total costs |
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The sum of the fixed and variable costs for any given level of production |
۳۰۲ |
Experience curve (learning curve) |
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The drop in the average per-unit production cost that comes with accumulated production experience |
۳۰۳ |
Demand curve |
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A curve that shows the number of units the market will buy in a given time period at different prices that might be charged |
۳۰۴ |
Price elasticity |
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A measure of the sensitivity of demand to changes in price |
۳۰۵ |
Total costs approach |
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An overall examination of the costs involved in moving finished goods from the end of the production line into customers’ hands |
۳۰۶ |
Break-even pricing (target profit pricing) |
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Setting price to break even on the costs of making and marketing a product; or setting price to make a target profit |
۳۰۷ |
Value-based pricing |
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Setting price based on buyers’ perceptions of value rather than on the seller’s cost |
۳۰۸ |
Value pricing |
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Offering just the right combination of quality and good service at a fair price |
۳۰۹ |
Competition-based pricing |
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Setting prices based on the prices that competitors charge for similar products |
۳۱۰ |
Equilibrium (market) price |
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The price at the point where supply equals demand |
۳۱۱ |
Basic price |
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The amount marketers estimate consumers will pay for the core product |
۳۱۲ |
List price |
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The amount at which a product is priced for final buyers, whether individual consumers or organisation |
۳۱۳ |
Functional accounts |
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Accounting units which divide expenditures according to their purpose |
۳۱۴ |
Functional (trade) discounts |
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Price concessions which compensate intermediaries for providing such services as storage, handling, and selling |
۳۱۵ |
Functional organisation |
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The organisation method which divides the marketing operation into groups according to their assigned tasks |
۳۱۶ |
Experience-curve pricing |
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A strategy that takes into account the costs of competing firms based on their experience in producing goods |
۳۱۷ |
Flexible pricing |
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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 |
۳۱۸ |
Customary pricing |
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Pricing that matches buyer’s expectations about the costs of certain items; prices reflect custom and tradition, and changes are infrequent |
۳۱۹ |
Fair trade |
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The practice through which producers attempt to control the retail price of their products |
۳۲۰ |
Skimming |
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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 |
۳۲۱ |
Discretionary income |
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The amount of personal income left after paying taxes, and after paying for necessities such as food, shelter, and clothing |
۳۲۲ |
Disposable income |
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The amount of personal income left after taxes |
۳۲۳ |
Downward-sloping demand, the law of |
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The law predicting that when the price of a good is rased, less of it is demanded |
۳۲۴ |
Upward-sloping supply, the law of |
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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 |
۳۲۵ |
Elastic demand |
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A given percentage change in price results in a greater percentage change in the quantity Elasticity of demand / The degree to which the quantity produced and sold will increase in response to changes in price demanded |
۳۲۶ |
Uniform delivered pricing |
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Freight charges are added to the base price of the product such as that all buyers pay the same price regardless of their location |
۳۲۷ |
Price fixing |
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When competitors, through formal contracts or collusive actions, jointly agree upon prices |
۳۲۸ |
Warranty |
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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 |
۳۲۹ |
Penetration |
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Marketers set low initial prices in an attempt to capture mass markets |
۳۳۰ |
Price lining |
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A manufacturer or retailer sets a limited number of prices for selected lines of products |
۳۳۱ |
Product line pricing |
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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 |
۳۳۲ |
Optional-product pricing |
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The pricing of optional or accessory products along with a main product |
۳۳۳ |
Captive-product pricing |
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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 |
۳۳۴ |
By-product pricing |
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Setting a price for by-products in order to make the main product’s price more competitive |
۳۳۵ |
Product bundle pricing |
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Combining several products and offering the bundle at a reduced price |
۳۳۶ |
Discounts |
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The reduction from the list price to be paid by consumers which represents the revenue source for intermediaries |
۳۳۷ |
Cash discounts |
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Price reductions given to buyers who pay for purchases within a stated period; they are not cash payments |
۳۳۸ |
Quantity discount |
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A price reduction to buyers who buy large volumes |
۳۳۹ |
Cumulative quantity discounts |
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A discount that applies to one buyer’s orders over a specified time-perhaps 6- or 12- month period |
۳۴۰ |
Functional discount |
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A price reduction offered by the seller to trade channel members who perform certain functions such as selling, storing, and record keeping |
۳۴۱ |
Seasonal discounts |
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Discounts granted to early or offseason buyers of products that have peak selling periods |
۳۴۲ |
Allowance |
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Promotional money paid by manufacturers to retailers in return for an agreement to feature the manufacturer’s products in some way |
۳۴۳ |
Segmented pricing |
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Selling a product or service at two or more prices, where the difference in prices is not based on differences in costs |
۳۴۴ |
Psychological pricing |
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A pricing approach that considers the psychology of prices and not simply the economics; the price is used to say something about the product |
۳۴۵ |
Reference prices |
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Prices that buyers carry in their minds and refer to when they look at a given product |
۳۴۶ |
Promotional pricing |
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Pricing that paves the way for a good old-fashioned sale; prices of selected items are lowered in an effort to attract customers |
۳۴۷ |
F.O.B. Pricing |
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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 |
۳۴۸ |
Uniform-delivered pricing |
|
A geographical pricing strategy in which the company charges the same price plus freight to all customers, regardless of their location |
۳۴۹ |
Zone pricing |
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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 |
۳۵۰ |
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 |
۳۵۱ |
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 |
۳۵۲ |
Geografic pricing |
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Pricing decisions which account for who takes responsibility for transportation charges-the seller or the buyer |
۳۵۳ |
Premiums |
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Gifts to paying customers; they are generally claimed throughthe mail by sending the marketer a number of proof-of-purchase lables or box tops |
۳۵۴ |
Patronage reward |
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Cash or other award for the regular use of a certain company’s products or services |
۳۵۵ |
Cents-off coupons |
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Coupons that offer buyers minor price reductions at the point of sale |
۳۵۶ |
Premium price differential |
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The additional money consumers will pay for the augmented product |
۳۵۷ |
Promotional discounts |
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Discounts for encouraging promotion and sales efforts by intermediaries |
۳۵۸ |
Bonus packs |
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Special packaging that provides consumers with extra quantity of merchandise at no extra charge over the regular price |
۳۵۹ |
Prestige pricing |
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When the seller internationally sets prices at levels high enough to connote an image of quality status |
۳۶۰ |
Multiple-unit pricing |
|
A form of promotional pricing where the product is priced for more than one unit, such “as two for one” sale |
۳۶۱ |
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 |
۳۶۲ |
Price discrimination |
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Selling the same product to different customers for different price |
۳۶۳ |
Non-cumulative quantity discounts |
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Price concessions based on quantity ordered on each individual sale |
۳۶۴ |
Odd-even pricing |
|
The practice which assumes that consumers will perceive prices such as $40.95 as being “$۴۰ and something” ratner than as “almost $50”. |
۳۶۵ |
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 |
۳۶۶ |
Cost/volume/profit analysis |
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An approach which calculates the effect on profits of different prices, given different levels of demand in response to those prices |
۳۶۷ |
Price-off promotions |
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A strategy that involves temporary price reductions to retailers with the intent that savings will be passed along to consumers |
۳۶۸ |
Non-price competition |
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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 |
۳۶۹ |
Push money |
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Special bonuses paid by a marketer to an intermediary’s sales force |
۳۷۰ |
Quantity discounts |
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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 |
۳۷۱ |
Rebates |
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A promotional method which provides for financial returns to buyers from the manufacturer after the purchase has taken place |
۳۷۲ |
Cash refund offer (rebate) |
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Offer to refund part of the purchase price of a product to consumers who send a “proof of purchase” to the manufacturer |
۳۷۳ |
Price pack (cents-off deal) |
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Reduced price that is marked by the producer directly on the label or package |
۳۷۴ |
Self-liquidator |
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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 |
۳۷۵ |
Distribution channel |
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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 |
۳۷۶ |
Channel level |
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A layer of intermediaries that performs some work in bringing the product and its ownership closer to the final buyer |
۳۷۷ |
Direct marketing channel |
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A marketing channel that has no intermediary levels |
۳۷۸ |
Indirect marketing channel |
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Channel containing one or more intermediary levels |
۳۷۹ |
Channel conflict |
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Disagreement among marketing channel members on goals and roles—who should do what and for what rewards |
۳۸۰ |
Conventional distribution channel |
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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 |
۳۸۱ |
Vertical marketing system (VMS) |
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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 |
۳۸۲ |
Corporate VMS |
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A vertical marketing system that combines successive stages of production and distribution under single ownership—channel leadership is established through common ownership |
۳۸۳ |
Administered VMS |
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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 |
۳۸۴ |
Horizontal marketing system |
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A channel arrangement in which two or more companies at one level join together to follow a new marketing opportunity |
۳۸۵ |
Hybrid marketing channel |
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Multichannel distribution system in which a single firm sets up two or more marketing channels to reach one or more customer segments |
۳۸۶ |
Disintermediation |
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The elimination of a layer of intermediaries from a marketing channel or the displacement of traditional resellers by radically new types of intermediaries |
۳۸۷ |
Intensive distribution |
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Stocking the product in as many outlets as possible |
۳۸۸ |
Exclusive distribution |
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Giving a limited number of dealers the exclusive right to distribute the company’s products in their territories |
۳۸۹ |
Selective distribution |
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The use of more than one, but fewer than all, of the intermediaries who are willing to carry the company’s products |
۳۹۰ |
Intermodal transportation |
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Combining two or more modes of transportation |
۳۹۱ |
Integrated logistics management |
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The 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 |
۳۹۲ |
Third-party logistics provider |
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An independent logistics provider that performs any or all of the functions required to get their clients’ product to market |
۳۹۳ |
Transit time |
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The time from receipt of the order to delivery of the goods |
۳۹۴ |
Combined transportation modes |
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A transportation method which utilises more than one type of carrier |
۳۹۵ |
Vertical conflict |
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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 |
۳۹۶ |
Horizontal conflict |
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The conflict which arises between wholesalers and retailers of the same level and type in a channel |
۳۹۷ |
Intertype conflict |
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The conflict which occurs when different kinds of intermediaries are part of the distribution channel |
۳۹۸ |
Conflict resolution |
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Accomodation of various channel members to decisions designed to promote the overall goals of the distribution channel |
۳۹۹ |
Horizontal integration |
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The process which brings together a number of channel members at the same level and puts them under single ownership |
۴۰۰ |
Place utitility |
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The usefulness gained when something of value is received where it is wanted |
۴۰۱ |
Retailing |
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All activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use |
۴۰۲ |
Specialty store |
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A retail store that carries a narrow product line with a deep assortment within that line |
۴۰۳ |
Supplies |
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Items that are not incorporated into the buying organisation’s products;goods needed to keep everyday operations going |
۴۰۴ |
Supply |
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A relation showing the various 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 |
۴۰۵ |
Distribution channels |
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Channels that are made up of manufacturers or service producers and wholesalers and retailers through which products are marketed to consumers and organisational buyers |
۴۰۶ |
Channel length |
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The number of levels in a distribution channel |
۴۰۷ |
Channel strategy |
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Decisions which center on choosing and attracting the most effective types and the most efficient number of distributors in the best georgaphical locations |
۴۰۸ |
Channel width |
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The number of intermediaries found at the same level in the channel |
۴۰۹ |
Direct channels |
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The channels in which producers sell directly to final buyers; no intermediaries are involved |
۴۱۰ |
Multiple channles |
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Cannels which include different kinds of intermediaries at the same level |
۴۱۱ |
Voluntary chains |
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Wholesaler-sponsored organisations of independent retailers who practice bulk buying and similar merchandising techniques |
۴۱۲ |
Procurment costs |
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Inventory expenses that arise from the ordering process itself |
۴۱۳ |
Selective demand |
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A preference among buyers for specific brands |
۴۱۴ |
Selective distribution |
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A systém in which only a certain number of intermediaries, or those of o certain type, are chosen to distribute the product |
۴۱۵ |
Position |
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A product’s category and its relative standing within that category |
۴۱۶ |
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 |
۴۱۷ |
Category management |
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An organisational systém whereby managers have responsibility for the marketing programs for a particular category or line of products |
۴۱۸ |
Product category organisation |
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The organisation method that assigns marketing tasks by product category or brand |
۴۱۹ |
Slotting fees |
|
Payments demanded by retailers before they will accept new products and find “slots” for them on the shelves |
۴۲۰ |
City zone |
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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 |
۴۲۱ |
Product line exclusivity |
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An agreement that the agency will not work on a competing product for the duration of the relationship |
۴۲۲ |
Polarity retailing |
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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 |
۴۲۳ |
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 |
۴۲۴ |
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 |
۴۲۵ |
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 |
۴۲۶ |
Reseller markets |
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Firms that acquire goods and services in order to sell them again |
۴۲۷ |
Special sales representatives |
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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 |
۴۲۸ |
Retailers |
|
Merchants whose main business is selling directly to ultimate consumers |
۴۲۹ |
Wheel of retailing concept |
|
A concept of retailing that states that new types of retailers usually begin as low-margin, low-price, low-status operations but later evolve into higher-priced, higher-service operations, eventually becoming like the conventional retailers they replaced |
۴۳۰ |
Retailer co-operatives |
|
Centralised buying organisations set up by retailers themselves |
۴۳۱ |
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 |
۴۳۲ |
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 |
۴۳۳ |
Strait commission |
|
A financial incentive based solely on sales results; each increment of sales increases the commission |
۴۳۴ |
Scrambled merchandising |
|
The contemporary practice among retailers of expanding their product lines beyond those traditionally carried, leading to competition between types of retailers |
۴۳۵ |
Supermarkets |
|
Self-selection stores that sell a complete range of food and other items from various departments |
۴۳۶ |
Superstores |
|
Stores that go well beyond combination stores by carrying such nonfood items as garden supplies, alcoholic beverages, books, housewares, and hardware |
۴۳۷ |
Urban shopping malls |
|
Collections of shops and department stores located in or near central business districts |
۴۳۸ |
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 |
۴۳۹ |
Full-service retailers |
|
Specialty shops, boutiques, and top-of-the-line department stores |
۴۴۰ |
Department stores |
|
Stores characterised by wide and deep product mixes; individual departments within store; mid- to upper-level prices; and extensive services |
۴۴۱ |
Discount houses |
|
Stores that are much like department stores except that their primary appeal is low price |
۴۴۲ |
Discount store |
|
A retail institution that sells standard merchandise at lower prices by accepting lower margins and selling at higher volume |
۴۴۳ |
Hypermarche |
|
A very large store (80.000 square feet and up) that adds furniture, appliances, and clothing to the items found in superstores |
۴۴۴ |
Specialty stores |
|
Stores characterised by narrow product mixes with deep product lines, a high level of personal services, and relatively high prices |
۴۴۵ |
Category killer |
|
Giant specialty store that carries a very deep assortment of a particular line and is staffed by knowledgeable employees |
۴۴۶ |
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 |
۴۴۷ |
Combination store |
|
Store that carry over-the-counter and prescription drugs in addition to food items |
۴۴۸ |
Self-selection retailers |
|
Stores that provide few services or sales personnel and sell mostly staples and homogenous shopping goods |
۴۴۹ |
Off-price retailer |
|
Retailer that buys at less-than-regular wholesale prices and sells at less than retail |
۴۵۰ |
Independent off-price retailer |
|
Off-price retailer that is either owned and run by entrepreneurs or is division of larger retail corporation |
۴۵۱ |
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 |
۴۵۲ |
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 |
۴۵۳ |
Chain stores |
|
Two or more outlets that are owned and controlled in common, have central buying and merchandising, and sell similar lines of merchandise |
۴۵۴ |
Franchise |
|
A contractual association between a manufacturer, wholesaler, or service organization (a franchiser) and independent businesspeople (franchisees) who buy the right to own and operate one or more units in the franchise system |
۴۵۵ |
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 |
۴۵۶ |
Franchise organization |
|
A contractual vertical marketing system in which a channel member, called a franchiser, links several stages in the production-distribution process |
۴۵۷ |
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 |
۴۵۸ |
District sales manager |
|
A line executive who plans, directs, and controls the activities of field salespeople |
۴۵۹ |
Central business districts |
|
Areas where many retailers are clustered together to také advantage of each other’s traffic |
۴۶۰ |
Warehouse showrooms |
|
Stores that are located on low-rent, suburban sites, and focus on medium-priced furniture and appliances |
۴۶۱ |
Limited-service retailers |
|
Some department store chains and limited-line stores that concentrate on heterogeneous shopping products |
۴۶۲ |
Wholesaling |
|
All activities involved in selling goods and services to those buying for resale or business use |
۴۶۳ |
Wholesaler |
|
Organisations which buy products from producers or other wholesalers and resell them to retailers or organisational buyers, or to other wholesalers |
۴۶۴ |
Limited-service wholesalers |
|
Wholesalers who perform only selected functions |
۴۶۵ |
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 |
۴۶۶ |
General merchandise wholesalers |
|
Wholesaler who handle a broad range of products, from food and drug items to plumbing supplies and automotive accessories |
۴۶۷ |
Merchant wholesaler |
|
Independently owned business that takes title to the merchandise it handles |
۴۶۸ |
Sorting out |
|
The process by which wholesalers and retailers separate quantities of products into sizes, colours, quality grades, and so on |
۴۶۹ |
Cash-and-carry wholesalers |
|
Wholesalers who emphasise reduced costs for small retailers, but do not provide credit or delivery |
۴۷۰ |
Specialty wholesalers |
|
Wholesalers who have the most restricted inventories, focusing on items such as health foods or electric motors |
۴۷۱ |
Truck wholesalers |
|
Wholesalers who pick up quantities of products at commercial markets and deliver them to retailers in case lots |
۴۷۲ |
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 |
۴۷۳ |
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) |
۴۷۴ |
Door-to-door selling |
|
A form of direct marketing which involves personal selling to individuals in their homes |
۴۷۵ |
Direct marketing |
|
۱: 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 |
۴۷۶ |
Cost per customer purchasing |
|
A cost effectiveness measure used in direct marketing based on the cost per sale generated |
۴۷۷ |
Professional sales representatives |
|
Territory managers whose primary task is persuasive and creative face-to-face selling and account management |
۴۷۸ |
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 |
۴۷۹ |
Broker |
|
A wholesaler who does not take title to goods and whose function is to bring buyers and sellers together and assist in negotiation |
۴۸۰ |
Selling agents |
|
Agents who distribute the entire output of a manufacturer |
۴۸۱ |
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 |
۴۸۲ |
Freight forwarders |
|
Agencies which provide a combining service by which partial shipments (usually under 500 pounds) are assembled from several customers |
۴۸۳ |
Industrial sales people |
|
People who sell goods and services used for producing other goods or for rendering other services |
۴۸۴ |
Manufacturer’s sales branches and offices |
|
Wholesaling by sellers or buyers themselves rather than through independent wholesalers |
۴۸۵ |
Vending machines |
|
A form of non-store, non-personal selling which takes to the extreme the transaction between consumer and machine |
۴۸۶ |
String streets |
|
Major thoroughfares along which are found random collections of almost every kind of store |
۴۸۷ |
Support personnel |
|
People who aid efforts of professional sales representatives and order takers |
۴۸۸ |
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 |
۴۸۹ |
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 |
۴۹۰ |
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 |
۴۹۱ |
Backward integration |
|
The approach by which the intermediaries acquire control over manufacturers |
۴۹۲ |
Forward integration |
|
The approach in which the manufacturers acquire control over wholesalers and retailers |
۴۹۳ |
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 |
۴۹۴ |
Advertising |
|
Any paid form of non-personal communication, usually delivered through mass media by an identified sponsor |
۴۹۵ |
Personal selling |
|
Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships |
۴۹۶ |
Publicity |
|
A form of promotion composed of newsworthy messages sent through the media on a non-paid basis |
۴۹۷ |
Direct marketing |
|
Direct communications with carefully targeted individual consumers to obtain an immediate response, and cultivate lasting customer relationships |
۴۹۸ |
Sales promotion |
|
Short-term incentives to encourage the purchase or sale of a product or service |
۴۹۹ |
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 |
۵۰۰ |
Buyer-readiness stages |
|
The stages consumers normally pass through on their way to purchase, including awareness, knowledge, liking, preference, conviction, and purchase |
۵۰۱ |
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 |
۵۰۲ |
Word-of-mouth influence |
|
Personal communication about a product between target buyers and neighbors, friends, family members, and associates |
۵۰۳ |
Prospect |
|
A potential (but not yet) customer |
۵۰۴ |
Initial approach |
|
The first contact by a salesperson with a prospect, usually to arrange a meeting |
۵۰۵ |
Informal information |
|
The mixture of unorganised, irregular daily communications which flows to most of us in contemporary society |
۵۰۶ |
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 |
۵۰۷ |
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 |
۵۰۸ |
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 |
۵۰۹ |
۵-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) |
۵۱۰ |
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 |
۵۱۱ |
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 |
۵۱۲ |
Cognitive responses |
|
Thoughts that occur to a message recipient while reading, viewing, and/or hearing a communication |
۵۱۳ |
Compliance |
|
A type of influence process where a receiver accepts the position advocated by a source to obtain favorable outcomes or avoid punishment |
۵۱۴ |
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, preferences, or purchase intentions |
۵۱۵ |
AIDA model |
|
A model that depicts the successive stages a buyer passes through in the personal selling process including: attention, interest, desire, and action |
۵۱۶ |
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 |
۵۱۷ |
Conditioned response |
|
In classical conditioning, a response that occurs as a result of exposure to a conditioned stimulus |
۵۱۸ |
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 |
۵۱۹ |
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 |
۵۲۰ |
DAGMAR |
|
An acronym that stands for defining advertising goals for measured advertising results. An approach to setting goals and objectives developed by Russell Colley |
۵۲۱ |
ASI recall test |
|
A day-after recall test of television commercials (formerly known as Burke test) |
۵۲۲ |
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 |
۵۲۳ |
Absolute costs |
|
The actual total cost of placing an ad in a particular media vehicle |
۵۲۴ |
Follow up |
|
The final selling step which involves actions after the sale to ensure that the order is received on time and as specified |
۵۲۵ |
Two-step communication |
|
The notion that communications flow from the media to opinion leaders, and then from opinion leaders to other members of society |
۵۲۶ |
Source |
|
The communicator sending a message to other party or parties |
۵۲۷ |
Receiver |
|
The person who decodes the message transmited by the source |
۵۲۸ |
Counterargument |
|
A type of thought or cognitive response a receiver has that is counter or opposed to the position advocated in a message |
۵۲۹ |
Encoding |
|
The process by which a source chooses signs and symbols to construct a message |
۵۳۰ |
Decoding |
|
The process of translating or interpreting the symbols of a message to derive its meaning |
۵۳۱ |
Coverage |
|
A measure of potential audience that might receive an advertising message through a media vehicle |
۵۳۲ |
Feedback |
|
The response or reaction that a receiver may give the source as a result of messages |
۵۳۳ |
Source credibility |
|
The extent to which the source of a communication is believable to the target audience |
۵۳۴ |
Channel (medium) |
|
The vehicle for transmitting a message = The method or medium by which communication travels from a source or sender to a receiver |
۵۳۵ |
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 |
۵۳۶ |
Copywriters |
|
Individuals who help conceive the ideas for ads and commercials and write the words or copy for them |
۵۳۷ |
Body copy |
|
The main text portion of a print ad. Also often referred as a copy |
۵۳۸ |
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 |
۵۳۹ |
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 the audience rating |
۵۴۰ |
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 |
۵۴۱ |
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 |
۵۴۲ |
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 |
۵۴۳ |
Adjacencies |
|
Commercial spots purchased from local television stations that generally appear during the time periods adjacent to network programs |
۵۴۴ |
Frequency |
|
The number of times, on average, that each person reached will see or hear the advertisement |
۵۴۵ |
Average frequency |
|
The number of times the average household reached by a media schedule is exposed to a media vehicle over a specified period |
۵۴۶ |
Average quarter-hour figure (AQH) |
|
The average number of persons listening to a particular station for at least five minutes during 15-minute period |
۵۴۷ |
Average quarter-hour rating |
|
The average quarter-hour figure estimate expressed as a percentage of the population being measured |
۵۴۸ |
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 |
۵۴۹ |
Recall tests |
|
Tests of print advertisements which do not assists the respondent’s memory by providing the ads themselves |
۵۵۰ |
Concave downward function |
|
An advertising /sales response function that views the incremental effects of advertising on sales as decreasing |
۵۵۱ |
Creative execution |
|
The process involved in deciding how the message is to be said in an advertisement |
۵۵۲ |
Recognition test |
|
Test of effectiveness of print advertising which measures the ability to recognise an advertisement when presented |
۵۵۳ |
Reference group |
|
Groups to which people turn in order to measure the acceptability of what they do |
۵۵۴ |
Attractiveness |
|
A source characteristic that makes him or her appealing to a message recipient. Source attractiveness can be based on similarity, familiarity, or likability |
۵۵۵ |
Influencers |
|
People whose expertise or opinions have a bearing on the purchase decision |
۵۵۶ |
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 |
۵۵۷ |
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 |
۵۵۸ |
Pulsing (or flighting) |
|
A strategy of unevenly timed exposure af advertisments |
۵۵۹ |
Gatekeepers |
|
Those who can control information flow to members of the buying center-and to prospective suppliers |
۵۶۰ |
Promotion |
|
All aspects of the marketing mix designed to communicate with and influence target markets |
۵۶۱ |
Promotion strategy |
|
A communication plan designed to bring about desired buyer behaviours by employing a mix of the four elements of promotion |
۵۶۲ |
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 |
۵۶۳ |
All-you-can-afford approach |
|
The strategy of setting the advertising budget as high as possible |
۵۶۴ |
Arbitrary allocation |
|
A method for determining the budget for advertising and promotion based on arbitrary decisions of executives |
۵۶۵ |
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 |
۵۶۶ |
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 |
۵۶۷ |
Point-of-purchase (POP) promotion |
|
Display and demonstration that takes place at the point of purchase or sale |
۵۶۸ |
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 |
۵۶۹ |
Salesperson |
|
An individual acting for a company by performing one or more of the following activities: prospecting, communicating, servicing, and information gathering |
۵۷۰ |
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 |
۵۷۱ |
Product sales force structure |
|
A sales force organization under which salespeople specialize in selling only a portion of the company’s products or lines |
۵۷۲ |
Customer sales force structure |
|
A sales force organization under which salespeople specialize in selling only to certain customers or industries |
۵۷۳ |
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 |
۵۷۴ |
Outside sales force |
|
Outside salespeople who travel to call on customers. Also known as field sales force |
۵۷۵ |
Inside sales force |
|
Inside salespeople who conduct business from their offices via telephone or visits from prospective buyers |
۵۷۶ |
Telemarketing |
|
Using the telephone to sell directly to customers |
۵۷۷ |
Team selling |
|
Using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts |
۵۷۸ |
Sales quotas |
|
Standards set for salespeople, stating the amount they should sell and how sales should be divided among the company’s products |
۵۷۹ |
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 |
۵۸۰ |
Prospecting |
|
The step in the selling process in which the salesperson identifies qualified potential customers |
۵۸۱ |
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 |
۵۸۲ |
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 |
۵۸۳ |
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 |
۵۸۴ |
Handling objections |
|
The step in the selling process in which the salesperson seeks out, clarifies, and overcomes customer objections to buying |
۵۸۵ |
Closing |
|
The step in the selling process in which the salesperson asks the customer for an order |
۵۸۶ |
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 |
۵۸۷ |
Relationship marketing |
|
The process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders |
۵۸۸ |
Consumer-oriented sales promotion |
|
Sales promotion techniques that are targeted to the ultimate consumer such as coupons, samples, contests, rebates, sweepstakes, and premium offers |
۵۸۹ |
Clients |
|
The organisations with the products, services, or causes to be marketed and for which advertising agencies and other marketing promotional firms provide services |
۵۹۰ |
Advertising objective |
|
A specific communication task to be accomplished with a specific target audience during a specific period of time |
۵۹۱ |
Business-to-business advertising |
|
Advertising used by one business to promote the products and/or services it sells to another business |
۵۹۲ |
Attitude toward the ad |
|
A message recipient’s affective feelings of favorability or unfavorability toward an advertisement |
۵۹۳ |
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 |
۵۹۴ |
Creative execution style |
|
The manner in which a particular advertising appeal is transformed into a message |
۵۹۵ |
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 |
۵۹۶ |
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 |
۵۹۷ |
Carryover effect |
|
Delayed or lagged effect whereby the impact of advertising on sales can occur during a subsequent time period |
۵۹۸ |
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 |
۵۹۹ |
Advertisers |
|
The identified sponsors who pay to promote their goods, services, and ideas to target audiences |
۶۰۰ |
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 |
۶۰۱ |
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 |
۶۰۲ |
Advertising creativity |
|
The ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems |
۶۰۳ |
Advertising manager |
|
The individual in the organisation who is responsible for the planning, co-ordinating, budgeting, and implementing of the advertising program |
۶۰۴ |
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 |
۶۰۵ |
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 |
۶۰۶ |
Advertising substantiation |
|
A Federal Trade Commission regulatory program that requires advertisers to have documentation to support the claims made in their advertisements |
۶۰۷ |
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 |
۶۰۸ |
Image advertising |
|
Advertising which aims to establish a positive identity for the corporation or to rebut criticism |
۶۰۹ |
Advocacy or issue advertising |
|
Advertising which takes a stand on some issue on behalf of the advertiser; is not designed to promote products |
۶۱۰ |
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 |
۶۱۱ |
Continuity |
|
The strategy of scheduling the advertising evenly over the weeks and months of the year = Media scheduling strategy where a continuous pattern of advertising is used over the time span of the advertising campaign |
۶۱۲ |
Characterisation attributes |
|
Those attributes used in advertising which associate the product with the kind of people who use it |
۶۱۳ |
Pioneer advertisements |
|
Advertisements that that increase primary demand for the product that bring nonusers into the users category |
۶۱۴ |
Direct action advertisements |
|
Advertisements designed to move consumers and customers to take some immediate action |
۶۱۵ |
Emotional advertisements |
|
Advertisements that attempt to create moods that will subsequently be associated with the product |
۶۱۶ |
Financial-relation advertising |
|
Advertising which portrays the corporation as fiscally sound and run by forward-looking management |
۶۱۷ |
Competitive advertisements |
|
Advertisements that create selective demand-that is, a preference for the advertiser’s brand as opposed to a competitors |
۶۱۸ |
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 |
۶۱۹ |
Reinforcement advertisements |
|
Advertisements that booster and enhance satisfaction with purchases already made |
۶۲۰ |
Reminder advertisements |
|
Advertisements that aim at reinforcement by keeping the product in the buyers’ minds |
۶۲۱ |
Delayed-action advertising |
|
The advertisements which attempt to influence consumer attitudes and preferences, thus helping to set the stage for a purchase |
۶۲۲ |
Slice-of-life advertisements |
|
Advertisements that show the product being used by ‘ordinary people’ in very common settings or engaged in everyday activities |
۶۲۳ |
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 |
۶۲۴ |
Informative advertisements |
|
Advertising for the purpose of creating knowledge of the product |
۶۲۵ |
Testimonial advertisements |
|
Advertisements that attempt to get consumer to identify with someone who claims that he or she uses and likes the product |
۶۲۶ |
Flighting (or pulsing) |
|
The strategy of unevenly timed exposures of advertising |
۶۲۷ |
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 |
۶۲۸ |
Vehicles |
|
Specific outlets within a larger advertising medium |
۶۲۹ |
Industrial advertisements |
|
Advertising to promote goods and services for business and organisational use |
۶۳۰ |
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 |
۶۳۱ |
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 |
۶۳۲ |
Creative strategy |
|
The primary message to be communicated by the advertising campaign. This is the major responsibility of the advertising agency |
۶۳۳ |
Creative tactics |
|
A determination of how and advertising message will be implemented so as to execute the creative strategy |
۶۳۴ |
Creative boutiques |
|
Small agencies specialising in the creative work for an advertising campaign |
۶۳۵ |
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 |
۶۳۶ |
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 |
۶۳۷ |
Agency evaluation process |
|
The process by which a company evaluates the performance of its advertising agency. This process includes both financial and qualitative aspects |
۶۳۸ |
In-house agencies |
|
Advertising agencies owned by the advertiser, which perform the functions of a full-service advertising agency |
۶۳۹ |
Costs per thousand (CPM) |
|
The media cost of reaching 1000 persons, used to compare across media vehicles |
۶۴۰ |
Copyright |
|
The exclusive legal right to reproduce, publish, and sell a literary, musical, dramatic, or artistic work |
۶۴۱ |
Lables |
|
A lable encompasses any printed information on the packaging that describes the product |
۶۴۲ |
Informative lables |
|
Lables that tell the consumer about the product’s ingredients, use, dating, and so on |
۶۴۳ |
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 |
۶۴۴ |
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 |
۶۴۵ |
Brand extension |
|
Using a successful brand name to launch a new or modified product in a new category |
۶۴۶ |
Co-branding |
|
The practice of using the established brand names of two different companies on the same product |
۶۴۷ |
Forms of fighting brands |
|
national, own, private, product, family, blanket |
۶۴۸ |
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 |
۶۴۹ |
Brand extension strategy |
|
The strategy of applying an existing brand name to a new product |