پارک بازاریابی ایران | کاملترین دیکشنری بازاریابی به همراه اصطلاحات%

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	Social marketing / cause marketing	بازاریابی اجتماعی
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	Marketing mix	آمیزه بازاریابی
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	Growth-share matrix	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		Conditions that make difficult for a firm to enter the market in a particular industry, such as high advertising budgets
۲۹۷	Price		Both the value that buyers place on what is exchanged and the marketers’ estimates of that value
۲۹۸	Target costing		Pricing that starts with an ideal selling price, then targets costs that will ensure that the price is met
۲۹۹	Fixed costs		Costs that do not vary with production or sales level
۳۰۰	Variable costs		Costs that vary directly with the level of production
۳۰۱	Total costs		The sum of the fixed and variable costs for any given level of production
۳۰۲	Experience curve (learning curve)		The drop in the average per-unit production cost that comes with accumulated production experience
۳۰۳	Demand curve		A curve that shows the number of units the market will buy in a given time period at different prices that might be charged
۳۰۴	Price elasticity		A measure of the sensitivity of demand to changes in price
۳۰۵	Total costs approach		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)		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		Setting price based on buyers’ perceptions of value rather than on the seller’s cost
۳۰۸	Value pricing		Offering just the right combination of quality and good service at a fair price
۳۰۹	Competition-based pricing		Setting prices based on the prices that competitors charge for similar products
۳۱۰	Equilibrium (market) price		The price at the point where supply equals demand
۳۱۱	Basic price		The amount marketers estimate consumers will pay for the core product
۳۱۲	List price		The amount at which a product is priced for final buyers, whether individual consumers or organisation
۳۱۳	Functional accounts		Accounting units which divide expenditures according to their purpose
۳۱۴	Functional (trade) discounts		Price concessions which compensate intermediaries for providing such services as storage, handling, and selling
۳۱۵	Functional organisation		The organisation method which divides the marketing operation into groups according to their assigned tasks
۳۱۶	Experience-curve pricing		A strategy that takes into account the costs of competing firms based on their experience in producing goods
۳۱۷	Flexible pricing		Charging different prices to different customers usually based on negotiations and bargaining; it is rare but not unknown in the USA in consumer marketing, but is more prevalent in organisational marketing
۳۱۸	Customary pricing		Pricing that matches buyer’s expectations about the costs of certain items; prices reflect custom and tradition, and changes are infrequent
۳۱۹	Fair trade		The practice through which producers attempt to control the retail price of their products
۳۲۰	Skimming		A strategy that is characterised by a high initial prices and promotional expenditures; the intent is to “skim the cream” from the market before anyone else can serve it
۳۲۱	Discretionary income		The amount of personal income left after paying taxes, and after paying for necessities such as food, shelter, and clothing
۳۲۲	Disposable income		The amount of personal income left after taxes
۳۲۳	Downward-sloping demand, the law of		The law predicting that when the price of a good is rased, less of it is demanded
۳۲۴	Upward-sloping supply, the law of		The law stating that when the price of a good is rased (at the same time that all other things are held constant), more of it will be produced
۳۲۵	Elastic demand		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		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		When competitors, through formal contracts or collusive actions, jointly agree upon prices
۳۲۸	Warranty		The producer’s assurance that the product will meet buyers’ expectations or that buyers will be compensated in some way if the product fails to meet expectations
۳۲۹	Penetration		Marketers set low initial prices in an attempt to capture mass markets
۳۳۰	Price lining		A manufacturer or retailer sets a limited number of prices for selected lines of products
۳۳۱	Product line pricing		Setting the price steps between various products in a product line based on cost differences between the products, customer evaluations of different features, and competitors’ prices
۳۳۲	Optional-product pricing		The pricing of optional or accessory products along with a main product
۳۳۳	Captive-product pricing		Setting a price for products that must be used along with a main product, such as blades for a razor and film for a camera
۳۳۴	By-product pricing		Setting a price for by-products in order to make the main product’s price more competitive
۳۳۵	Product bundle pricing		Combining several products and offering the bundle at a reduced price
۳۳۶	Discounts		The reduction from the list price to be paid by consumers which represents the revenue source for intermediaries
۳۳۷	Cash discounts		Price reductions given to buyers who pay for purchases within a stated period; they are not cash payments
۳۳۸	Quantity discount		A price reduction to buyers who buy large volumes
۳۳۹	Cumulative quantity discounts		A discount that applies to one buyer’s orders over a specified time-perhaps 6- or 12- month period
۳۴۰	Functional discount		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		Discounts granted to early or offseason buyers of products that have peak selling periods
۳۴۲	Allowance		Promotional money paid by manufacturers to retailers in return for an agreement to feature the manufacturer’s products in some way
۳۴۳	Segmented pricing		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		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		Prices that buyers carry in their minds and refer to when they look at a given product
۳۴۶	Promotional pricing		Pricing that paves the way for a good old-fashioned sale; prices of selected items are lowered in an effort to attract customers
۳۴۷	F.O.B. Pricing		F.O.B. stands for “free on board” and is followed by the designation “factory” or “destination” to indicate at what point the buyer assumes treight costs and title to the product
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		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		Pricing decisions which account for who takes responsibility for transportation charges-the seller or the buyer
۳۵۳	Premiums		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		Cash or other award for the regular use of a certain company’s products or services
۳۵۵	Cents-off coupons		Coupons that offer buyers minor price reductions at the point of sale
۳۵۶	Premium price differential		The additional money consumers will pay for the augmented product
۳۵۷	Promotional discounts		Discounts for encouraging promotion and sales efforts by intermediaries
۳۵۸	Bonus packs		Special packaging that provides consumers with extra quantity of merchandise at no extra charge over the regular price
۳۵۹	Prestige pricing		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		Selling the same product to different customers for different price
۳۶۳	Non-cumulative quantity discounts		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		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		A strategy that involves temporary price reductions to retailers with the intent that savings will be passed along to consumers
۳۶۸	Non-price competition		When firm’s strategy is advanced by components of the marketing mix other than price: the product itself, the distribution systém, or the promotional campaign
۳۶۹	Push money		Special bonuses paid by a marketer to an intermediary’s sales force
۳۷۰	Quantity discounts		Price concessions that are based either on number of units purchased or on the total dollar amount; they are used to encourage larger orders from a single buyer
۳۷۱	Rebates		A promotional method which provides for financial returns to buyers from the manufacturer after the purchase has taken place
۳۷۲	Cash refund offer (rebate)		Offer to refund part of the purchase price of a product to consumers who send a “proof of purchase” to the manufacturer
۳۷۳	Price pack (cents-off deal)		Reduced price that is marked by the producer directly on the label or package
۳۷۴	Self-liquidator		The consumer must pay a small charge for the premium to help cover the marketer’’ expenses; if this charge completely covers a marketer’’ costs, the premium is called a self-liquidator
۳۷۵	Distribution channel		A set of interdependent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user
۳۷۶	Channel level		A layer of intermediaries that performs some work in bringing the product and its ownership closer to the final buyer
۳۷۷	Direct marketing channel		A marketing channel that has no intermediary levels
۳۷۸	Indirect marketing channel		Channel containing one or more intermediary levels
۳۷۹	Channel conflict		Disagreement among marketing channel members on goals and roles—who should do what and for what rewards
۳۸۰	Conventional distribution channel		A channel consisting of one or more independent producers, wholesalers, and retailers, each a separate business seeking to maximize its own profits even at the expense of profits for the system as a whole
۳۸۱	Vertical marketing system (VMS)		A distribution channel structure in which producers, wholesales, and retailers act as a unified system. One channel member owns the others, has contracts with them, or has so much power that they all cooperate
۳۸۲	Corporate VMS		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		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		A channel arrangement in which two or more companies at one level join together to follow a new marketing opportunity
۳۸۵	Hybrid marketing channel		Multichannel distribution system in which a single firm sets up two or more marketing channels to reach one or more customer segments
۳۸۶	Disintermediation		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		Stocking the product in as many outlets as possible
۳۸۸	Exclusive distribution		Giving a limited number of dealers the exclusive right to distribute the company’s products in their territories
۳۸۹	Selective distribution		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		Combining two or more modes of transportation
۳۹۱	Integrated logistics management		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		An independent logistics provider that performs any or all of the functions required to get their clients’ product to market
۳۹۳	Transit time		The time from receipt of the order to delivery of the goods
۳۹۴	Combined transportation modes		A transportation method which utilises more than one type of carrier
۳۹۵	Vertical conflict		The conflict which occurs between members above and below each other in the distribution channel-between the manufacturer and intermediaries, or between intermediaries such as wholesalers and retailers
۳۹۶	Horizontal conflict		The conflict which arises between wholesalers and retailers of the same level and type in a channel
۳۹۷	Intertype conflict		The conflict which occurs when different kinds of intermediaries are part of the distribution channel
۳۹۸	Conflict resolution		Accomodation of various channel members to decisions designed to promote the overall goals of the distribution channel
۳۹۹	Horizontal integration		The process which brings together a number of channel members at the same level and puts them under single ownership
۴۰۰	Place utitility		The usefulness gained when something of value is received where it is wanted
۴۰۱	Retailing		All activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use
۴۰۲	Specialty store		A retail store that carries a narrow product line with a deep assortment within that line
۴۰۳	Supplies		Items that are not incorporated into the buying organisation’s products;goods needed to keep everyday operations going
۴۰۴	Supply		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		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		The number of levels in a distribution channel
۴۰۷	Channel strategy		Decisions which center on choosing and attracting the most effective types and the most efficient number of distributors in the best georgaphical locations
۴۰۸	Channel width		The number of intermediaries found at the same level in the channel
۴۰۹	Direct channels		The channels in which producers sell directly to final buyers; no intermediaries are involved
۴۱۰	Multiple channles		Cannels which include different kinds of intermediaries at the same level
۴۱۱	Voluntary chains		Wholesaler-sponsored organisations of independent retailers who practice bulk buying and similar merchandising techniques
۴۱۲	Procurment costs		Inventory expenses that arise from the ordering process itself
۴۱۳	Selective demand		A preference among buyers for specific brands
۴۱۴	Selective distribution		A systém in which only a certain number of intermediaries, or those of o certain type, are chosen to distribute the product
۴۱۵	Position		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		An organisational systém whereby managers have responsibility for the marketing programs for a particular category or line of products
۴۱۸	Product category organisation		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		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		An agreement that the agency will not work on a competing product for the duration of the relationship
۴۲۲	Polarity retailing		The concept stating that the successful forms of retailing is at the extremes; either the large mass merchandisers whith highly efficient operations, or the very small “boutique” retailers with a very deep line of merchandise in a very limited product line
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		Firms that acquire goods and services in order to sell them again
۴۲۷	Special sales representatives		People who promote the product directly to those who purchase it, to intermediaries, or to those who recommend it, but who do not actually take orders
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

منبع: انجمن بازاریابی امریکا AMA

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کاملترین دیکشنری بازاریابی به همراه اصطلاحات

۱

Market

بازار

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