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کاملترین دیکشنری بازاریابی به همراه اصطلاحات

در تاریخ ۱۳۹۴/۰۶/۰۶ توسط admin مرتبط با بازاریابی, وبلاگ

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

دیکشنری بازاریابی

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

۴۶

Societal marketing orientation

رویکرد/گرایش بازاریابی اجتماعی 

An approach that adds a consideration to the marketing concept: the impact of a firm‘s activities on societal well-being, the very quality of life

۴۷

Social marketing

بازاریابی اجتماعی 

The design, implementation, and control of programs seeking to increase the acceptability of a social idea, cause, or practice among a target group

۴۸

Modified re-buy

 خرید مجدد اصلاح شده / ساختار یافته

The buying situation in which the buying organisation has some familiarity with the product but needs some assistance / it is buying behaviour between a strait re-buy and a new-task purchase

۴۹

Marketing information system

سیستم اطلاعات مدیریت

The continuously interacting structure of people, machines, and procedures that produces information pertinent to marketing decisions

۵۰

Marketing intelligence network

 شبکه هوشمند بازاریابی

A set of procedures and sources designed to monitor the organisations‘ external environments, particularly the competitive environment

۵۱

Marketing mix

آمیخته بازاریابی

The set of controllable tactical marketing tools—product, price, place, and promotion—that the firm blends to produce the response it wants in the target market = Marketing programs including product conception (and development), pricing decisions, promotion of the product, and distribution to consumers

۵۲

 آمیزه بازاریابی

۵۳

Marketing control

 کنترل بازاریابی

The process of measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that marketing objectives are achived /The process of evaluating of achieved results against established standards, and of taking corrective action to exploit opportunities or solve problems

۵۴

Peripheral values

 ارزشهای محیطی

Values that reflect, but are not as deeply embedded or as fundamental as, central values

۵۵

Personal income

 درآمد شخصی

A persons total income from all sources

۵۶

Marketing orientation

 رویکرد/گرایش بازاریابی

An approach to business that focuses primarily on what a firm does to satisfy consumer‘s needs

۵۷

Marketing and manufacturing company

شرکت تولید و بازاریابی

A form of subsidiary organisation which handles all functions of a marketing company but also maintains a production facility for the manufacture of the product

۵۸

Games

بازی ها 

Promotional methods that require consumers to take specific actions, such as determining whether the card they received with the product contains a winning number by rubbing it with the edge of a coin, or collecting several cards to produce the winning combination

۵۹

Creativity

 خلاقیت

A quality possessed by persons that enables them to generate novel approaches, generally reflected in new and improved solutions to problems

۶۰

Marketing environment

 بازاریابی محیطی

The actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful transactions with its target customers

۶۱

Macroenvironment

محیط کلان 

The larger societal forces that affect the microenvironment¾demographic, economic, natural, technological, political and cultural forces

۶۲

Microenvironment

 محیط خرد

The forces close to the company that affect its ability to serve customers¾the company, suppliers, marketing channel firms, customer markets, competitors, and publics

۶۳

Marketing intermediaries

 واسطه های بازاریابی

Firms that help the company to promote, sell, and distribute its goods to final buyers; they include resellers, physical distribution firms, marketing service agencies, and financial intermediaries

۶۴

Economic environment

 محیط اقتصادی

Factors that affect consumer buying power and spending patterns

۶۵

Engel’s Laws

قوانین انگل 

Differences noted over a century ago by Ernst Engel in how people shift their spending across food, housing, transportation, health care, and other goods and services categories as family income rises

۶۶

Natural environment

محیط (زیست) طبیعی 

Natural resources that are needed as inputs by marketers or that are affected by marketing activities

۶۷

Technological environment

 محیط تکنولوژیک

Forces that create new technologies, creating new product and market opportunities

۶۸

Political environment

محیط سیاسی 

Laws, government agencies and pressure groups that influence and limit various organizations and individuals in a given society

۶۹

Cultural environment

محیط فرهنگی 

Institutions and other forces that affect society’s basic value perceptions, preferences, and behaviours

۷۰

Consumer buyer behaviour

رفتار خرید مصرف کننده 

The buying behaviour of final consumers-individuals and households who buy goods and services for personal consumption

۷۱

Consumer market

بازار مصرف 

All the individuals and house holds who buy or acquire goods and services for personal consumption

۷۲

Factors of consumer behavior 

 عوامل رفتار مصرف کننده

cultural, social, personal, psychological

۷۳

Factors of customer behavior / 2

عوامل رفتار مصرف کننده 

environment, organisation, interpersonal relations, personal character

۷۴

Motivation

محرک / انگیزش / انگیزه 

Persons‘ impulses to take action and the internal and external forces that energise, mobilise, and direct their behaviour toward goals

۷۵

Perception

 ادراک/ احساس/دریافت

selective attention, distortion

۷۶

Recall

 یادآوری مجدد/بازخوانی

The process of becoming aware of phenomena, whether internal or external, tangible or intangible / The process by which people select, organize, and interpret, information to form a meaningful picture of the world

۷۷

Stimulus

 انگیزه / محرک

Anything that elicits or accelerates a physiological or psychological activity

۷۸

Environmental stimuli

محرک های محیطی 

 economical, technological, political, cultural

۷۹

Stimulus-response theory

نظریه محرک-پاسخ 

The theory which holds that organisms learn first to associate an original stimulus with another, adjacent stimulus and than to respond to that second „conditioned“ stimulus with the behaviour formerly induced by the original stimulus

۸۰

Special incentives

مشوق های ویژه 

A motivator usually used for a brief period to strengthen representatives‘ efforts to achieve specific sales goals

۸۱

Factors supporting purchase

 عوامل پشتیبان خرید

 choice of product, brand, supplier, timing, and size

۸۲

Buying centre

تاثیرگذاران بر خرید 

The collective term for people who participate in purchase decisions

۸۳

Cues

 علت / دلیل / سبب

The minor stimuli that shape people‘s responses and that support the original stimulus

۸۴

High involvement decisions

تصمیم گیری با سطح درگیری ذهنی بالا 

Decisions that generally involve a large sum of money, have personal relevance, demand a search for information, and produce some degree of anxiety about the correctness of the product chosen

۸۵

Low involvement decisions

 تصمیم گیری با سطح درگیری ذهنی پایین

Decisions generally made in an instant with little or no influence from social or cultural forces

۸۶

Consumer behaviour

 رفتار مصرف کننده

The acts of individuals that involve buying and using products, including the decision processes that precede and determine these acts

۸۷

Culture

 فرهنگ

All the things, abilities and believe/everything that one generation of a society transmits to the next

۸۸

Subcultures

 خرده فرهنگ ها

Groups that share the values and artifacts of the larger society but also have distinctive practices, preferences, and beliefs

۸۹

Countercultures

خرده فرهنگ های متضاد 

Subcultures whose values are in conflict with those of the wider society

۹۰

Opinion leader

رهبر افکار

Person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts influence on others

۹۱

Social class

 طبقه اجتماعی / کلاس اجتماعی

A category made up of people who share similar opportunities, economic positions, lifestyles, attitudes and behaviours

۹۲

Group

 گروه

Two or more people, with related statuses and roles, who interact on the basis of shared expectations about each other‘s behaviour

۹۳

Ethnic group

گروه اخلاقی

The social group determined by culturally transmitted, learned traits

۹۴

Demography

جمعیت شناختی 

The study of the changing characteristics of human populations-factors such as vital statistics, growth, size, density, and distribution

۹۵

Personality

 شخصیت

A person’s distinguishing psychological characteristics that lead to relatively consistent and lasting responses to his or her own environment

۹۶

Motive (drive)

انگیزه

A need that is sufficiently pressing to direct the person to seek satisfaction of the need

۹۷

Innovators

نوآوران

The first users of the new product

۹۸

Early adopters

 پذیرندگان اولیه

People who try a new product early in its life cycle without waiting for its acceptance by a large number of people

۹۹

Early majority

گروه پذیرندگان اولیه

People who adopt the product only after it has been accepted somewhat widely

۱۰۰

Late majority

 گروه پذیرندگان متاخر 

People who do not adopt an innovation until it is widespread use and is thoroughly accepted

۱۰۱

Laggards

عقب افتادگان / متخرین 

Individuals, households, or organisations that resists or never adopt the new product

۱۰۲

Family household

 خانواده

A household consisting of two or more persons living together who are related by marriage or birth

۱۰۳

Family life cycle

چرخه زندگی خانوادگی 

Various stages in family life, each with its own characteristics

۱۰۴

Family orientation

رویکرد/ گرایش خانوادگی 

The family into which an individual is born; the family that dares for and socialises us as children and gives us our initial class status

۱۰۵

Family procreation

تولید/زایش/فرآوری خانوادگی 

The new family established by choosing a mate and rearing children

۱۰۶

Ideal self-concept

  غرور / خویش پندار / عزت نفس ایده آل

A view of ourselves as we would like to be

۱۰۷

Lifestyles

سبک زندگی 

Preferred patterns of living as expressed in a person‘s activities, interests, and opinions, taken as a whole

۱۰۸

Learning

 یادگیری

The relatively permanent changes in thought and behaviour that result from experience = Changes in an individual’s behaviour arising from experience

۱۰۹

Belief

باور / اعتقاد 

A descriptive thought that a person holds about something

۱۱۰

Attitude

 نحوه نگرش / طرز برخورد /گرایش

A person’s consistently favourable or unfavourable evaluations, feelings, and tendencies toward an object or idea

۱۱۱

Complex buying behavior

 رفتار پیچیده خرید

Consumer buying behaviour in situations characterized by high consumer involvement in a purchase and significant perceived differences among brands

۱۱۲

Dissonance-reducing buying behavior

 رفتار خرید کاهشی-ناهنجار

Consumer buying behaviour in situations characterized by high involvement but few perceived differences among brands

۱۱۳

Habitual buying behavior

 رفتار خرید پایدار / عادتی

Consumer buying behaviour in situations characterized by low consumer involvement and few significant perceived brand differences.

۱۱۴

Variety-seeking buying behavior

رفتار خرید تنوع طلبی 

Consumer buying behaviour in situations characterized by low consumer involvement but significant perceived brand differences

۱۱۵

Need recognition

تشخیص نیاز 

The first stage of the buyer decision process in which the consumer recognizes a problem or need

۱۱۶

Information search

جستجوی اطلاعات 

The stage of the buyer decision process in which the consumer is aroused to search for more information; the consumer may simply have heightened attention or may go into active information search

۱۱۷

Alternative evaluation

سنجش / ارزیابی جایگزین 

The stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set

۱۱۸

Purchase decision

 تصمیم خرید

The stage of the buyer decision process in which the consumer actually buys the product

۱۱۹

Postpurchase behaviour

رفتار پیش از خرید 

The stage of the buyer decision process in which consumers take further action after purchase based their satisfaction or dissatisfaction

۱۲۰

Cognitive dissonance

ناهنجاری شناختی 

Buyer discomfort caused by post purchase conflict

۱۲۱

New product

 محصول جدید

A good, service, or idea that is perceived by some potential customers as new

۱۲۲

Adoption process

 فرایند پذیرش

The mental process through which an individual passes from first hearing about an innovation to final adoption

۱۲۳

Organisational markets / Business market

بازارهای سازمانی / بازار تجاری 

Markets which include businesses, institutions, and governments that buy products or raw materials for their own use or to make other products that they, in turn, sell /  All organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others

۱۲۴

Organisational marketing

بازاریابی سازمانی 

All marketing efforts directed at buyers for formal institutions, including industrial, service, reseller, government, and not-for-profit groups

۱۲۵

Business buying process

 فرانید خرید سازمانی

The decision-making process by which business buyers establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers

۱۲۶

Derived demand

تقاضا مشتق شده / تقاضای ناشی شده 

Business demand that ultimately comes from (derives from) the demand for consumer goods

۱۲۷

Straight rebuy

 خرید مجدد مستقیم

A business buying situation in which the buyer routinely reorders something without any modifications

۱۲۸

Modified rebuy

 خرید مجدد اصلاح شده

A business buying situation in which the buyer wants to modify product specifications, prices, terms, or suppliers

۱۲۹

New task

 وظیفه جدید

A business buying situation in which the buyer purchases a product or service for the first time

۱۳۰

Packaging

بسته بندی در مقیاس بزرگ 

The activities of designing and producing the container or wrapper for a product

۱۳۱

Systems buying

سیستم های خرید

Buying a packaged solution to a problem from a single seller

۱۳۲

Users

کاربرها 

Members of the organization who will use the product or service; users often initiate the buying proposal and help define product specifications

۱۳۳

Influencers

موثرین /  اثرگذاران

People in an organization’s buying center who affect the buying decision; they often help define specifications and also provide information for evaluating alternatives

۱۳۴

Deciders

 تصمیم گیرندگان

People in the organization’s buying center who have formal or informal power to select or approve the final suppliers

۱۳۵

Gatekeepers

حافظان سازمانی

People in the organization’s buying center who control the flow of information to others

۱۳۶

Problem recognition

 تشخیص مسئله / مشکل

The first stage of the business buying process in which someone in the company recognizes a problem or need that can be met by acquiring a good or service

۱۳۷

General need description

شرح نیاز عمومی

The stage of the business buying process in which the buying organization decides on and specifies the best technical product characteristics for a needed item

۱۳۸

Product specification

مشخصه محصول 

The stage of the business buying process in which the buying organization decides on and specifies the best technical product characteristics for a needed item

۱۳۹

Value analysis

 ارزیابی / تجزیه و تحلیل ارزش

An approach to cost reduction in which components are studied carefully to determine if they can be redesigned, standardized, or made by less costly methods of production

۱۴۰

Supplier search

جستجوی عرضه کننده 

The stage of the business buying process in which the buyer tries to find the best vendors

۱۴۱

Proposal solicitation

درخواست پیشنهاد 

The stage of the business buying process in which the buyer invites qualified suppliers to submit proposals

۱۴۲

Supplier selection

انتخاب عرضه کننده 

The stage of the business buying process in which the buyer reviews proposals and selects a supplier or suppliers

۱۴۳

Order-routine specification

سفارش بر اساس درخواست پیشین 

The stage of the business buying process in which the buyer writes the final order with the chosen supplier(s), listing technical specifications, quantity needed, expected time of delivery, return policies, and warranties

۱۴۴

Performance review

بررسی عملکرد 

The stage of the business buying process in which the buyer rates its satisfaction with suppliers, deciding whether to continue, modify or drop them

۱۴۵

Institutional market

بازار سازمانی 

School, hospitals, nursing homes, prisons and other institutions that provide goods and services to people in their care

۱۴۶

Government market

بازار دولتی 

Government units-federal, state, and local-that purchase or rent goods and services for carrying out the main functions of government

۱۴۷

Organisational buying behaviour

رفتار خرید سازمانی 

The decision making process by which a buying group establishes the need for goods and services and identifies, evaluates and chooses among alternative brands and suppliers

۱۴۸

Customer profile

 مشخصات مشتری

A written record of an account, including information such as type of business, buying influences, the product mix, buying policies and practices, environmental influences, purchase criteria, and competitor analysis

۱۴۹

Customer types organisation

سازمان بر انواع مشتری

The organisation method which is based on customer groups, such as departments responsible for marketing to each segment

۱۵۰

Buy-phase concept

مفهوم فاز خرید 

The concept that views organisational purchasing as a series of sequential steps proceeding from recognition of a need through evaluation of the product‘s performance in satisfying that need

۱۵۱

Merchant wholesalers

عمده فروشان تجاری 

Organisations which take title to goods, and which carry the responsibility for risk bearing and usually for performing various functions

۱۵۲

Missionary sales people

فروشندگان مبلغ 

People who perform such diverse tasks as building the organisation‘s image, cultivating relations with decision makers, giving away free samples, and presenting in-depth information about the product

۱۵۳

Commercialisation

تجاری سازی – در زبان فرانسه: بازاریابی 

A process in which marketers establish full-scale production, set prices, lay out a distribution network, and make final promotion plans to introduce the product in all its markets

۱۵۴

Distribution forms of goods; shops and channels

اشکال توزیع کالاها : مغازه ها و شبکه های 

Special, shopping, convenience; intensive, exclusive, selective

۱۵۵

Marketing information system

 سیستم اطلاعات بازاریابی

People, equipment, and procedures to gather, sort, analyze. evaluate, and distribute needed, timely, and accurate information to marketing decision makers

۱۵۶

Marketing intelligence

هوشمندی بازاریابی 

Everyday information about developments in the marketing environment that helps managers prepare and adjust marketing plans

۱۵۷

Marketing research

 تحقیقات بازاریابی

The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization/ The systematic and objective research for and analysis of information relevant to the identification and solution of any problem in the field of marketing

۱۵۸

Exploratory research

 تحقیق اکتشافی

Research that consists of informal attempts to identify and define problems

۱۵۹

Descriptive research

تحقیق پژوهشی 

Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers

۱۶۰

Causal research

 تحقیق علی

Marketing research to test hypotheses about cause-and-effect relationship

۱۶۱

Threshold effect

اثر آستانه 

The concept that very few calls on any account tend not to have any effect on sales until the level of calls reaches a certain level

۱۶۲

Qualitative research

 تحقیق کیفی

Research which takes the form of detailed interviews with a small number of consumers or organisational buyers

۱۶۳

Stimulated test marketing

بازاریابی بر اساس آزمون تحریک مخاطب 

An approach to new-product testing that does not involve the actual marketing of a new product in test sites as in the traditional test marketing, but uses special consumer reaction research instead

۱۶۴

Quantitative research

 تحقیق کمی

Research based on a statistically valid sampling of a target market

۱۶۵

Secondary data

داده ثانویه 

Facts previously collected by others, often for other purpose

۱۶۶

Primary data

داده اولیه 

Information collected for the specific purpose at hand

۱۶۷

Observational research

 تحقیق بر اساس مشاهده

The gathering of primary data by observing relevant people, actions, and situations

۱۶۸

Single-source data systems

 سیستم داده تک منبع

Electronic monitoring systems that link consumers’ exposure to television advertising and promotion (measured using television meters) with what they buy in stores (measured using store checkout scanners)

۱۶۹

Survey research

تحقیق مطالعه محور

The gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behaviour

۱۷۰

Experimental research

تحقیق تجربی 

The gathering of primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses

۱۷۱

Focus group interviewing

 مصاحبه گروه کانونی

Personal interviewing that involves inviting six to ten people to gather for a few hours with a trained interviewer to talk about a product, service, or organization

۱۷۲

Online (Internet) marketing research

تحقیقات اینترنتی / آنلاین بازاریابی

Collecting primary data through Internet surveys and online focus groups

۱۷۳

Screening process

 فرآیند غربالگری

The process which sifts out all ideas that are not feasible or desirable for organisation

۱۷۴

Sample

نمونه 

A trial amount of a product

۱۷۵

Quota sample

 نمونه سهمیه

A sample selected by giving the interviewer a quota of certain number of individuals with some specific characteristic, such as a quota to interview 50 men and 50 women

۱۷۶

Simple random sample

نمونه تصادفی ساده

The process in which individual members of a population would have an equal and known chance of being selected as part of a sample

۱۷۷

Systematic random sample

نمونه تصادفی سیستماتیک 

The process in which researchers choose every nth (such as every tenth or fifteenth) number after starting with a randomly selected number

۱۷۸

Stratified random sample

 نمونه تصادفی طبقه بندی شده

A process that entails breaking the total population into strata, such as by age groups or income levels, in order to select samples within strata

۱۷۹

Convenience sample

نمونه به اندازه کافی مناسب 

A sample chosen at the convenience of the researcher, such as the first 100 individuals to be found who are members of a population

۱۸۰

Judgement sample

نمونه داوری  

A sample chosen simply by the judgement of the researcher as to which individuals would be representative of the population, and about which no statistical analyses would be appropriate

۱۸۱

Single-person household

زندگی انفرادی در یک خانه

An individual who lives alone in a separate residence

۱۸۲

Survey method

 روش تحقیق

A research method based on data gathered by asking respondents to supply facts, opinions, or other information

۱۸۳

Questionnaire

پرسشنامه 

A data collection instrument that is used for all survey methods

۱۸۴

Structured questions

سوالات ساختاریافته

Those questions that demand brief and specific answers

۱۸۵

Unstructured question

سوالات ساختارنیافته 

Questions that allow respondents a great deal of freedom and creativity in framing answers

۱۸۶

Semi-structured question

سوالت نیمه ساختاریافته 

Questions that include sentence completion items and word association tests

۱۸۷

Statistical demand analysis

 تجزیه و تحلیل آماری تقاضا

Analysis that develops relationship among marketing mix factors and environmental circumstances and sales

۱۸۸

Marketing research department (agency)

بخش / آژانس تحقیقات بازاریابی 

The organisation within an advertising agency which researches consumer attitudes for the client, performs demographic studies, tests the effectiveness of advertising copy or packaging, or conducts research for agency itself

۱۸۹

Syndicated research services

خدمات پژوهش موازی / همزمان 

The scheduled reports which spell out what consumers are buying and what is happening to a product in the market place

۱۹۰

Affect referral decision rule

قانون تصمیم مرجع اثر

A type of decision rule where selections are made on the basis of overall impressions or affective summary evaluation of the various alternatives under consideration

۱۹۱

Alpha activity

 فعالیت آلفا

A measure of the degree of brain activity that can be used to assess an individual’s reactions to an advertisement

۱۹۲

۸۰/۲۰ rule

قانون ۸۰/۲۰ 

The principle that 80 percent of sales volume for a product or service is generated by 20 percent of the customers

۱۹۳

Contribution margin

محدوده مشارکت 

The difference between the total revenue generated by a product of brand and its total variable costs

۱۹۴

Theatre tests

آزمون تئاتر 

An expensive method of judging the effectiveness of television commercials. Consumers groups are brought into theatres, supposedly to see pilots of forthcoming television series. They are asked their opinions not only of the pilots but also of the impact and effectiveness of commercials

۱۹۵

Time series analysis

تحلیل سریهای زمانی 

Analysis that identifies and measures repetitive influences on sales patterns over time

۱۹۶

Value analysis

تحلیل ارزش

A cost-reduction program in which customers study each component of a supplier’s product to determine whether it can be redesigned, standardised, or produced more cheaply

۱۹۷

Vendor analysis

 تحلیل تامین کننده / فروشنده

The buying organisation’s systematic evaluation and rating of prospective suppliers

۱۹۸

Work load analysis

 تحلیل حجم کار

A method which establishes standards for the number of sales calls required and the time needed to make those calls

۱۹۹

Contests

 مسابقه

Strategy that requires consumers to compete for prizes, typically by completing some type of puzzle or stating why they like the product “in 25 words or less”

۲۰۰

Cross-tabulation

 جدول بندی متقاطع

The method of comparing the responses to one question with the responses to another

۲۰۱

Delphi technique

تکنیک دلفی 

The procedure of environmental forecasting by a group of experts who are solicited anonymously and asked to predict the likelihood and time of occurrence of significant events

۲۰۲

Experimental method

تکنیک تجربی 

The method based on the study of the relationship between two or more variables under controlled conditions

۲۰۳

Focus group

گروه کانونی 

A small number of ‘typical’ consumers who discuss their reactions to a product concept in the presence of a group leader

۲۰۴

Forecasting

 پیش بینی

The prediction of what buyers in a target market are likely to do under a given set of conditions, such as the prediction of how much of a product will be purchased by a particular market segment given a particular price of the product

۲۰۵

Historical and quantitative forecasts

پیشی بینی کمی و تاریخی

A projection of future sales based on sales patterns and/or mathematical calculations

۲۰۶

Judgement forecast

پیش بینی از روی قضاوت 

The prediction rely upon the opinions of informed participants or outside consultants

۲۰۷

Audiometer

 شنوایی سنج

An electric measurement device that is hooked to a television set to record when the set is turned on and the channel to which it is tuned

۲۰۸

Benchmark measures

معیارهای محک

Measures of a target audience’s status concerning response hierarchy variables such as awareness, knowledge, image, attitudes, preferences, intentions, or behaviour. These measures are taken at the beginning of an advertising or promotional campaign to determine the degree to which a target audience must be changed or moved by a promotional campaign

۲۰۹

Prospecting

 دورنما

A systematic process of identifying new buyers

۲۱۰

Irregular events

وقایع بدون ساختار منظم

Random events such as acts of God (e.g. earthquakes, fires, floods)./ Windfall sales contracts

۲۱۱

Consumer juries

داوران مصرف کننده 

A method of pretesting advertisements by using a panel of consumers who are representative of the target audience and provide ratings, rankings, and/or evaluations of advertisements

۲۱۲

Strategic planning

برنامه ریزی استراتژیک 

The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities. It involves defining a clear company mission, setting supporting objectives, designing a sound business portfolio, and coordinating functional strategies

۲۱۳

Mission statement

 بیانیه ماموریت

A statement of the organization’s purpose—what it wants to accomplish in the larger environment

۲۱۴

Business portfolio

 سبد سرمایه گذاری کسب و کار

The collection of business and products that make up the company

۲۱۵

Portfolio analysis

 تحلیل سبد سرمایه گذاری

A tool by which management identifies and evaluates that various businesses that make up the company

۲۱۶

Strategic Business Unit (SBU)

 واحد تجاری استراتژیک

A unit of the company that has a separate mission and objectives and that can be planned independently from other company business. An SBU can be a company division, a product line within a division, or sometimes a single product or brand

۲۱۷

Diversification

 تنوع

A strategy for company growth by starting up or acquiring businesses outside the company’s current products and markets

۲۱۸

Growth-share matrix

ماتریس BCG

A portfolio-planning method that evaluates a company’s strategic business units in terms of their market growth rate and relative market share. SBU’s are classified as stars, cash cows, question marks, or dogs

۲۱۹

ماتریس سهم-رشد 

۲۲۰

Product-market expansion grid

شبکه پخش بازار محصول

A portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversification

۲۲۱

Market penetration

 رسوخ در بازار

A strategy for company growth by increasing sales of current products to current market segments without changing the product

۲۲۲

Market development

 توسعه بازار

A strategy for company growth by identifying and developing new market segments for current company products

۲۲۳

Product development

توعه محصول 

A strategy for company growth by offering modified or new products to current market segments. Developing the product concept into a physical product in order to ensure that the product idea can be turned into a workable product

۲۲۴

Marketing process

فرایند بازاریابی 

The process of (1) analyzing marketing opportunities, (2) selecting target markets, (3) developing the marketing mix, and (4) managing the marketing effort

۲۲۵

Demand or market levels

 سطح بازار یا تقاضا

population, potential, available, qualified, served, and penetrated

۲۲۶

Company strategies

استراتژی های شرکت 

low cost, differentiation, focusing

۲۲۷

Market strategies

استراتژی های بازار 

positioning, innovation, life cycle, competition, global reach

۲۲۸

Homogeneity and heterogeneity

 همگن و غیرهمگن

extremes of consistency influencing pricing, targeting, and a size of target segment for product

۲۲۹

Competitive strategies

استراتژی های رقابتی 

challenger, competitive position, market leader, follower, nicher

۲۳۰

Ansoff matrix

 ماتریس انساف

penetration, diversification and development of products and markets depending on new or mature markets or products

۲۳۱

Portfolio

سبد سرمایه گذاری 

A collection of businesses owned and managed by a parent corporation

۲۳۲

Individualized portfolio techniques

تکنیکهای سبدسازی فردی

Portfolio techniques which develop specific company definitions of business strength, and of market attractiveness, rather than using the simpler definitions of the Boston Consulting group for those factors of market share and market growth

۲۳۳

Stars

 ستاره ها

A company‘s ‚big winners‘ – business that hold high relative market shares in high-growth markets

۲۳۴

Strategy

استراتژی 

The major objectives of the organisation and a general plan for achieving these objectives

۲۳۵

Strategic management

 مدیریت استراتژیک

The management of a strategy; it involves at least four steps, i.e. analysing, planning, implementing, and control

۲۳۶

۸۰/۲۰ principle

 اصل، قانون ۲۰/۸۰

A “law” which states that 80 percent of business in a territory comes from 20 percent of accounts- and, controversially, that only 20 percent of business comes from the other 80 percent of accounts (which is in reality only approximate)

۲۳۷

Marketing strategy

استراتژی بازاریابی 

An overall statement of an organisation‘s goals in terms of markets (Who are our customers) and products (What are we selling) = The marketing logic by which the business unit hopes to achieve its marketing objectives

۲۳۸

Strategic business unit

 واحد تجاری استراتژیک

A single business with its own unique goal or mission, its own products or services, its own identifiable group of customers, its own competitors, its own resources, and a responsible manager

۲۳۹

Strategic control

کنترل استراتژیک

The control of major strategy directions

۲۴۰

Market segmentation

بخش بندی بازار 

(۱) The division of large, dissimilar populations into smaller, more similar groups. (2) The process of subdividing large, heterogeneous (dissimilar) whole markets into smaller, homogenous (similar) parts of submarkets = Dividing a market into distinct groups of buyers on the basis of needs, characteristics, or behaviour who might require separate products or marketing mixes

۲۴۱

Market segment

 بخش بازار

A group of consumers who respond in a similar way to a given set of marketing efforts

۲۴۲

Segment marketing

بازاریابی بخش 

Isolating broad segments that make up a market and adapting the marketing to match the needs of one or more segments

۲۴۳

Niche marketing

بازاریابی نیش 

Focusing on subsegments or niches with distinctive traits that may seek a special combination of benefits

۲۴۴

Micromarketing

  بازاریابی خرد

The practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations—includes local marketing and individual marketing

۲۴۵

Local marketing

بازاریابی محلی 

Tailoring brands and promotions to the needs and wants of local customer groups—cities, neighborhoods, and even specific stores

۲۴۶

Individual marketing

 بازاریابی فردی

Tailoring products and marketing programs to the needs and preferences of individual customers—also labeled one-to-one marketing, customized marketing, and markets-of-one marketing

۲۴۷

Segmentation variables

  متغیرهای بخش بندی

Factors by which market segments are formed, e.g., geographic, demographic, socio-economic, behavioural, and psychographic variables

۲۴۸

Geographic segmentation

 بخش بندی جغرافیایی

Dividing a market into different geographical units such as nations, states, regions, counties, cities, or neighborhoods

۲۴۹

Demographics

 جمعیت شناختی

A catchall term referring to particular variables describing populations, such as age , wages ,

۲۵۰

Age and life-cycle segmentation

 بخش بندی سن و چرخه عمر

Dividing a market into different age and life-cycle group

۲۵۱

Gender segmentation

بخش بندی جنسیتی 

Dividing a market into different groups based on s-e-x

۲۵۲

Income segmentation

بخش بندی درآمدی 

Dividing a market into different income groups

۲۵۳

Behaviouristic segmentation

بخش بندی رفتارگرا

A method of segmenting a market by dividing customers into groups based on their usage, loyalties, or buying responses to a product or service

۲۵۴

Psychographics

روانشناختی 

The system of measurement of life styles

۲۵۵

Psychogenic needs

 نیازهای روانشناختی

Needs which arise from learning and socialisation

۲۵۶

Behavioral segmentation

بخش بندی رفتاری 

Dividing a market into groups based on consumer knowledge, attitude, use, or response to a product

۲۵۷

Benefit segmentation

بخش بندی فایده 

A method of segmenting markets on the basis of the major benefits consumers seek in a product or service

۲۵۸

Occasion segmentation

 بخش بندی سببی

Dividing the market into groups according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item

۲۵۹

Intermarket segmentation

بخش بندی درون بازار 

Forming segments of consumers who have similar needs and buying behavior even though they are located in different countries

۲۶۰

Target market

بازار هدف 

A set of buyers sharing common needs or characteristics that the company decides to serve

۲۶۱

Market targeting

هدفگیری بازار 

The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter

۲۶۲

Differentiated marketing

بازاریابی متفاوت

The strategy of pursuing several market segments with particular products and marketing mixes designed for the needs of each / A type of marketing strategy whereby a firm offers products or services to a number of market segments and develops separate marketing strategies for each

۲۶۳

Undifferentiated marketing

بازاریابی غیر متفاوت 

The process opposite of market segmentation; i.e., marketers define their products as broadly as possible and promote a product or service to anyone capable of making a purchase

۲۶۴

Concentrated marketing

بازایابی متمرکز 

The strategy of focusing on a single, easily defined, profitable market segment

۲۶۵

Product-oriented positioning

جایگاه یابی محصول محور 

The strategy that rests on some attribute inherent in a product’s makeup, packaging, use, or price

۲۶۶

Market positioning

جایگاه یابی بازار 

Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers

۲۶۷

Product positioning

جایگاه یابی محصول 

The process by which marketers create and image in buyers’ minds and control buyers’ perceptions of their product

۲۶۸

Repositioning

 جایگاه یابی مجدد

The conscious effort to change consumers’ perceptions of a product – may be in order when marketers discover that a product appeals to other market segments

۲۶۹

Consumer oriented positioning

جایگاه یابی مصرف کننده محور 

The strategy aimed at getting the consumer to perceive a product in some unique, personally related manner, regardless of the product’s characteristics

۲۷۰

Value proposition

 ارزش پیشنهادی

The full positioning of a brand—the full mix of benefits upon which it is positioned.

۲۷۱

Marketing planning

 برنامه بازاریابی

The process through which an organisation designs the offerings that will satisfy the needs of its target markets

۲۷۲

Marketing research

تحقیقات بازار / مطالعات بازار 

The systematic and objective research for and analysis of information relevant to the identification and solution of any problem in the field of marketing

۲۷۳

Marketing plan

برنامه بازاریابی

A written document that contains the firm’s marketing strategy and tactics

۲۷۴

Product life cycle

چرخه عمر محصول 

The product‘s stages of development, which consist of introductory, growth, maturity and decline stage

۲۷۵

Demand curve

 منحنی تقاضا

A curve that specifies the quantities demanded at various prices at a given time

۲۷۶

Experience curve

منحنی تجربه 

A curve reflecting the fact that the costs of doing something tend to decrease as the organisation gains experience doing it

۲۷۷

Fad

 مد زودگذر

A cycle that is different from fashion only in the length of time, which is relatively short

۲۷۸

Fashion

مد 

A cycle usually starting with a designer‘s need to be different, and his or her sense that the new design will be acceptable to at least a segment of the market

۲۷۹

Life cycle extension

گسترش چرخه عمر 

The process of finding new uses for the same product by the same users

۲۸۰

Market modification

 اصلاح بازار

turning non-users to users, entry on new segments, reaching customers of competitors, more frequent and heavier use of product

۲۸۱

Product modification

 اصلاح محصول

improvement quality, features and style of product

۲۸۲

Mix modification

 اصلاح مخلوط

special and volume discounts, credit accessibility, broadening assortment, more outlets, channels, advertising costs, change of message, media, timing, rebates, gifts, display, territories, delivery speed, and servicing

۲۸۳

Introductory stage

مرحله مقدماتی 

A stage in a product‘s life in which an innovation is alone in the market

۲۸۴

Growth stage

مرحله رشد 

A stage in a product‘s life in which sales and profits grow rapidly, competitors are attracted to the growing market, and cash flow can still be negative because of firm‘s efforts to establish a strong market share ahead of competitors. The market is usually turbulent in this period

۲۸۵

Maturity stage

 مرحله بلوغ

A stage in which sales growth slows, the market becomes saturated, and profits are high but begin to decline as market leaders cut prices in order to gain share

۲۸۶

Decline stage

مرحله افول 

A stage in which total demand decreases, leading to a further dropout of competitors until only a few remain

۲۸۷

Alternatives of introductory pricing

 جایگزین های قیمت گذاری مقدماتی

slow, and rapid penetration, eventually skimming

۲۸۸

Concept testing

 آزمون مفهوم

A process involving the accumulation and evaluation of consumers‘ reactions to a new product idea before the product is actually developed

۲۸۹

Market share analysis

ارزیابی سهم بازار 

An evaluation of the firm‘s performance in comparison to that of its competitors

۲۹۰

Relative market share

 سهم نسبی بازار

A firm‘s market share divided by the market share of its largest competitor

۲۹۱

Secular trends

روندهای سکولار 

The raising or falling patterns of sales over a period of years

۲۹۲

Seasonal patterns

الگوهای فصلی 

The consistent sales patterns within a year which are based on factors such as weather or holidays

۲۹۳

Growth-share matrix

ماتریس سهم-رشد 

A matrix that explains how market share, market growth, and cash flows are related

۲۹۴

Marketing implementation

 پیاده سازی بازاریابی

The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives

۲۹۵

Marketing audit

 حسابرسی بازاریابی

A comprehensive, systematic, independent, and periodic examination of a company’s environment, objectives, strategies, and activities to determine problem areas and opportunities and to recommend a plan of action to improve the company’s marketing performance

۲۹۶

Barrier to entry

 

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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