Các thuật ngữ thường sử dụng trong marketing

Giải thích các thuật ngữ thường sử dụng trong Marketing (phiên bản tiếng Anh). Chúc bạn tìm được nhiều thông tin thú vị và bổ ích!

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Giải thích các thuật ngữ thường sử dụng trong Marketing (phiên bản tiếng Anh)

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Các thuật ngữ bắt đầu bằng ký tự "A"

Above the line

“Above the Line” is the term commonly used for advertising for which a payment is made and for which commission is paid to the advertising agency Methods of above the line advertising include television and radio, magazines, newspapers and Internet

ACORN

ACORN stands for “A Classification Of Residential Neighbourhoods” ACORN is a database which divides up the entire UK population in terms of the type of housing in which they live This can be used for various purposes in marketing planning and in designing promotional campaigns

Ad hoc market research

Ad-hoc research focuses on specific marketing problems It involves the collection of data at one point in time from one sample of respondents

Added value

Added value refers to the increase in worth of a product or service as a result of a particular activity In the context of marketing, the added value is provided by features and benefits over and above those representing the “core product”

Advertising

Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor

Advertising budget

The total amount of money that a marketer allocates for advertising over a period of

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Ambush marketing

A deliberate attempt by a business or brand to associate itself with an event (often a sporting event) in order to gain some of the benefits associated with being an official sponsor without

incurring the costs of sponsorship For example by advertising during television

coverage of the event

Ansoff matrix

A model used in strategic marketing planning The Ansoff Product/Market matrix model links marketing strategy with the general strategic direction of a business It maps four potential product-market strategies - e.g market penetration, product

development, market development and diversification - on a matrix showing new versus existing products along one axis and new versus existing markets along the other

Advertising or other promotional activity (e.g public relations) whose primary purpose

is to increases general knowledge of the company, and to make people feel more positive towards it

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Các thuật ngữ bắt đầu bằng ký tự "B"

Behavioural segmentation

Behavioural segmentation divides customers into groups based on the way they respond

to, use or know of a product

Below the line

“Below the line” is a term commonly used to refer to non-media advertising or

promotion when no commission has been paid to the advertising agency This includes direct mail, point of sale displays, and other sales promotions

Benchmarking

The process of comparing the products and services of a business against those of competitors in a market, or leading businesses in other markets, in order to find ways ofimproving quality and performance

Benefit segmentation

Benefit segmentation relates to the process of dividing a market based on the specific benefits consumers seek from a product For example, some car buyers want safety and security from their car, while others look for comfort or speed A car manufacturer, therefore, has to decide which benefits to offer – and how these benefits should be communicated to the customer

Boston Group Matrix

A means of analysing and categorizing the performance of business units in large diversified firms by reference to market share and growth rates It was developed by theBoston Consultancy Group (BCG)

Brand

A brand is the specific type of the product form A brand – represented by a brand name, symbol, design, logo, packaging – is the identity of a particular product form thatcustomers recognise as being different from others

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Brand extension

Brand extension refers to the use of a successful brand name to launch a new or

modified product in a new market Virgin is perhaps the best example of how brand extension can be applied into quite diverse and distinct markets

Buying behaviour concerns the process that buyers go through when deciding whether

or not to purchase goods or services Buying behaviour can be influenced by a variety

of external factors and motivations, including marketing activity

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Các thuật ngữ bắt đầu bằng ký tự "C"

Cash Cows

A term used in the Boston Group Matrix Cash cows are low-growth businesses or products with a relatively high market share These are mature, successful businesses with relatively little need for investment They need to be managed for continued profit

- so that they continue to generate the strong cash flows that the company needs for its Stars

Channel conflict

Disagreement among members of a distribution channel about who should be paid whatand what roles each should play Channel conflict often occurs when a business uses a multi-channel approach to distribution

Cognitive dissonance

Cognitive dissonance is an customer effect commonly observed after a major purchase whereby the customer feels uncertainty about whether the purchase should have been made Post-purchase promotion (particularly advertising) has a role to play to reduce the incidence and effect of cognitive dissonance

Combination brand

A combination brand name brings together a family brand name and an individual brand name The idea here is to provide some association for the product with a strong family brand name but maintaining some distinctiveness so that customers know what they are getting

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Consumer durables have low volume but high unit value Consumer durables are often further divided into White goods (e.g fridge-freezers; cookers; dishwashers;

microwaves) and Brown goods (e.g DVD players; games consoles; personal

computers)

Consumer markets

Consumer markets are the markets for products and services bought by individuals for their own or family use

Continuous market research

Continuous research involves interviewing the same sample of people, repeatedly

Contribution

Contribution per unit can be defined as selling price less variable costs Overall

contribution is the difference between total sales revenues and variable costs

Core product

The set of problem-solving or need-meeting benefits that customers are buying when they purchase a product Customers are rarely prepared to pay a premium for these elements of a product

Consumer demand is a want for a specific product supported by an ability and

willingness to pay for it

Customer loyalty

Feelings or attitudes that incline a customer either to return to a company, shop or outlet to purchase there again, or else to re-purchase a particular product, service or brand

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Customer wants

A want is a desire for a specific product or service to satisfy the underlying need

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Direct response advertising

Direct response advertising is that which incorporates a contact method such as a phonenumber, address and enquiry form, web site URL or e-mail address This is done with the intention of encouraging the recipient to respond directly to the advertiser by requesting more information, placing an order etc The use of this technique on

television is commonly referred to as DRTV advertising

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Distribution channel

The network of organisations necessary to distribute goods or services from the

manufacturers to the consumers; the distribution channel therefore potentially consists

of manufacturers, distributors, wholesalers, and retailers

Dogs

A term used in the Boston Group Matrix Unsurprisingly, the term "dogs" refers to businesses or products that have low relative share in unattractive, low-growth markets.Dogs may generate enough cash to break-even, but they are rarely, if ever, worth investing in

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Các thuật ngữ bắt đầu bằng ký tự "E"

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The promotion of some kind of product recommendation or affirmation, usually from a celebrity, implying to the potential customer that a product is good

Expansionistic pricing

Expansionistic pricing is a more exaggerated form of penetration pricing and involves setting very low prices aimed at establishing mass markets, possibly at the expense of other suppliers Under this strategy, the product enjoys a high price elasticity of demand

so that the adoption of a low price leads to significant increases in sales volumes

Các thuật ngữ bắt đầu bằng ký tự "F"

Family brand name

A family brand name is used for all products By building customer trust and loyalty to the family brand name, all products that use the brand can benefit

Family life cycle

The stages of family life based on demographic data that are useful in defining the markets for certain goods and services Each group has its own specific and

distinguishable needs and interests

Fast-moving consumer goods

Fast-moving consumer goods are those that sell in high volumes, with low unit value, and have fast consumer repurchase Good examples include ready meals, baked beans, newspapers etc

Focus group

A small group of sample customers who are brought together into a group discussion tomeasure their response to a marketing stimulus such as a new brand or product

Forecasting

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The process of estimating future demand by anticipating what buyers are likely to do under a given set of marketing conditions (e.g economic confidence, disposal income, pricing levels).

Franchising

The selling of a licence by the owner (franchisor) to a third party (franchisee)

permitting the sale of a product or service for a specified period In business format franchising the agreement will involve a common brand and marketing format Many service businesses are operated under franchise include well-known brands such as Burger King, KFC and KwikPrint

Full cost pricing

Full cost plus pricing seeks to set a price that takes into account all relevant costs of production

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Các thuật ngữ bắt đầu bằng ký tự "G"

Gender segmentation

The segmentation of markets based on the sex of the customer The cosmetic industry is

a good example of widespread use of gender segmentation

The stage at which a product's sales rise rapidly and profits reach a peak, before

levelling off into maturity

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Các thuật ngữ bắt đầu bằng ký tự "H"

Harvest

A strategy based on the Boston Matrix Here the company reduces the amount of investment in order to maximise the short-term cash flows and profits from the SBU This may have the effect of turning Stars into Cash Cows

Hold

A strategy based on the Boston Matrix Here the company invests just enough to keep the SBU in its present position

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Các thuật ngữ bắt đầu bằng ký tự "K"

No terms currently available for the letter K

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Các thuật ngữ bắt đầu bằng ký tự "L"

Labelling

Packaging information that can be used for a variety of promotional, informational and

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legal purposes

Laggards

The group of consumers who are typically last to buy a new product

Late majority

People who are quite sceptical about new products but eventually adopt them because

of economic necessity or social pressure

developing their own

Logo

A graphic, usually consisting of a symbol and/or group of letters that identifies a company or brand

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Các thuật ngữ bắt đầu bằng ký tự "M"

Macro forecasting

Macro forecasting is concerned with forecasting markets in total This is about

determining the existing level of Market Demand and considering what will happen to market demand in the future

Mail panels

Groups of consumers selected to represent a market or market segment who agree to be regularly interviewed by mail

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demonstrate that their products are better, cheaper and so on

Market follower

A firm that is happy to follow the leaders in a market place without challenging them, perhaps taking advantages of opportunities created by leaders without the need for much marketing investment of its own - see also 'market challenger' and 'market leader'

Market positioning

A marketing strategy that will position a business’ products and services against those

of its competitors in the minds of consumers To achieve positioning success it is suggested that there are four basic competitive strategies that a company can follow

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(based on work by Porter):

- Cost leadership - the company tries to achieve lowest costs of production and

distribution

- Differentiation - making use of specific marketing mixes

- Focus - paying attention to a few market segments

The fourth strategy is a losing strategy in which a business pursues a road path Businesses that try to be good at everything are rarely particularly good at anything

middle-of-the-Market research

The systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services

Market segment

A customer group within the market that has special characteristics which are

significant to marketing strategy

Market segmentation

Segmentation involves subdividing markets, channels or customers into groups with different needs, to deliver tailored propositions which meet these needs as precisely as possible

Market share

Market share can be defined as the percentage of all sales within a market that is held

by one brand / product or company

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A detailed statement (usually prepared annually) of how a company's marketing mix will be used to achieve its market objectives A marketing plan is usually prepared following a marketing audit

Maturity stage

The stage during which a product's sales curve peaks and starts to decline, and profits continue to decline

Media analysis

Media analysis is a term used in advertising It refers to an investigation into the

relative effectiveness and the relative costs of using the various advertising media in an advertising campaign

Micro forecasting

Micro forecasting is concerned with detailed unit sales forecasts This is about

determining a product’s market share in a particular industry and considering what will happen to that market share in the future

Mission

A mission describes the organisation’s basic function in society, in terms of the

products and services it produces for its customers

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10-05-05, 19:01

Tiêu đề	Giải thích các thuật ngữ thường sử dụng trong marketing
Tác giả	Ban Biên Tập Openshare
Trường học	Vietnam National University
Chuyên ngành	Marketing
Thể loại	Bài viết
Năm xuất bản	2005
Thành phố	Vietnam

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Số trang	26
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