Các thuật ngữ thường sử dụng trong Marketing (phiên bản tiếng Anh)

Giải thích các thuật ngữ thường sử dụng trong Marketing (phiên bản tiếng Anh) __________________ Chúc bạn tìm được nhiều thông tin thú vị và bổ ích! [Ban biên tập OPENSHARE] Reporter Xem Hồ sơ cá nhân Gởi tin nhắn cá nhân đến Reporter Tìm tất cả bài viết của Reporter #2 09­05­05, 18:04 Reporter .::Reporter::. Các thuật ngữ bắt đầu bằng ký tự "A" Ngày tham gia: 05-05 Nơi cư trú: Vietnam Bài viết: 0 Above the line “Above the Line” is the term commonly used for advertising for which a payment is made and for which commission is paid to the advertising agency. Methods of above the line advertising include television and radio, magazines, newspapers and Internet. ACORN ACORN stands for “A Classification Of Residential Neighbourhoods”. ACORN is a database which divides up the entire UK population in terms of the type of housing in which they live. This can be used for various purposes in marketing planning and in designing promotional campaigns Ad hoc market research Ad-hoc research focuses on specific marketing problems. It involves the collection of data at one point in time from one sample of respondents Added value Added value refers to the increase in worth of a product or service as a result of a particular activity. In the context of marketing, the added value is provided by features and benefits over and above those representing the “core product”. Advertising Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor. Advertising budget The total amount of money that a marketer allocates for advertising over a period of time After-sales service The services received after the original goods or services have been paid for. Often this service is provided as part of a warranty or guarantee scheme. Agent Part of the distribution channel. An agent is effectively a wholesaler who represents buyers and sellers on a relatively permanent basis, performs only a few functions and does not take title to goods Ambush marketing A deliberate attempt by a business or brand to associate itself with an event (often a sporting event) in order to gain some of the benefits associated with being an official sponsor without incurring the costs of sponsorship. For example by advertising during television coverage of the event. Ansoff matrix A model used in strategic marketing planning. The Ansoff Product/Market matrix model links marketing strategy with the general strategic direction of a business. It maps four potential product-market strategies - e.g. market penetration, product development, market development and diversification - on a matrix showing new versus existing products along one axis and new versus existing markets along the other. Augmented brand The additional customer services and benefits (“added value”) that are built around the core product or service offering Available market The total group of customers who have an interest in a interest in a product or service, have access to it, and have the ability to buy it Awareness Advertising or other promotional activity (e.g. public relations) whose primary purpose is to increases general knowledge of the company, and to make people feel more positive towards it Reporter Xem Hồ sơ cá nhân Gởi tin nhắn cá nhân đến Reporter Tìm tất cả bài viết của Reporter #3 09­05­05, 18:07 Reporter .::Reporter::. Các thuật ngữ bắt đầu bằng ký tự "B" Ngày tham gia: 05-05 Nơi cư trú: Vietnam Bài viết: 0 Behavioural segmentation Behavioural segmentation divides customers into groups based on the way they respond to, use or know of a product. Below the line “Below the line” is a term commonly used to refer to non-media advertising or promotion when no commission has been paid to the advertising agency. This includes direct mail, point of sale displays, and other sales promotions. Benchmarking The process of comparing the products and services of a business against those of competitors in a market, or leading businesses in other markets, in order to find ways of improving quality and performance Benefit segmentation Benefit segmentation relates to the process of dividing a market based on the specific benefits consumers seek from a product. For example, some car buyers want safety and security from their car, while others look for comfort or speed. A car manufacturer, therefore, has to decide which benefits to offer – and how these benefits should be communicated to the customer Boston Group Matrix A means of analysing and categorizing the performance of business units in large diversified firms by reference to market share and growth rates. It was developed by the Boston Consultancy Group (BCG) Brand A brand is the specific type of the product form. A brand – represented by a brand name, symbol, design, logo, packaging – is the identity of a particular product form that customers recognise as being different from others. Brand building Developing a brand`s image and standing with a view to creating long term benefits for brand awareness and brand value Brand equity Brand equity refers to the value of a brand. Brand equity is based on the extent to which the brand has high brand loyalty, name awareness, perceived quality and strong product associations. Brand equity also includes other “intangible” assets such as patents, trademarks and channel relationships. Brand extension Brand extension refers to the use of a successful brand name to launch a new or modified product in a new market. Virgin is perhaps the best example of how brand extension can be applied into quite diverse and distinct markets. Brand image Brand image refers to the set of beliefs that customers hold about a particular brand. These are important to develop well since a negative brand image can be very difficult to shake off. Brand loyalty A strongly motivated and long standing decision to purchase a particular product or service Brand recognition A customer`s awareness that a brand exists and is an alternative to purchase Breakeven Breakeven is achieved when total contribution is equal to total fixed costs. Addition contribution earned after this point becomes profit Break-even pricing Setting a price to achieve break-even on the costs of making and marketing a product (direct costs). Breakeven is achieved when the total contribution from sales priced in this way at least equal the fixed costs of the business Build share A strategy based on the Boston Matrix. Here the company can invest to increase market share (for example turning a "question mark" into a star) Business portfolio The business portfolio is the collection of businesses and products that make up the business. Business to business Marketing activity directed from one business to another (as opposed to a consumer). This term is often shortened to “B2B” Buying behaviour Buying behaviour concerns the process that buyers go through when deciding whether or not to purchase goods or services. Buying behaviour can be influenced by a variety of external factors and motivations, including marketing activity. Reporter Xem Hồ sơ cá nhân Gởi tin nhắn cá nhân đến Reporter Tìm tất cả bài viết của Reporter #4 10­05­05, 18:17 Reporter .::Reporter::. Các thuật ngữ bắt đầu bằng ký tự "C" Ngày tham gia: 05-05 Nơi cư trú: Vietnam Bài viết: 0 Cash Cows A term used in the Boston Group Matrix. Cash cows are low-growth businesses or products with a relatively high market share. These are mature, successful businesses with relatively little need for investment. They need to be managed for continued profit -so that they continue to generate the strong cash flows that the company needs for its Stars. Channel conflict Disagreement among members of a distribution channel about who should be paid what and what roles each should play. Channel conflict often occurs when a business uses a multi-channel approach to distribution Cognitive dissonance Cognitive dissonance is an customer effect commonly observed after a major purchase whereby the customer feels uncertainty about whether the purchase should have been made. Post-purchase promotion (particularly advertising) has a role to play to reduce the incidence and effect of cognitive dissonance Combination brand A combination brand name brings together a family brand name and an individual brand name. The idea here is to provide some association for the product with a strong family brand name but maintaining some distinctiveness so that customers know what they are getting Competitive advantage A competitive advantage is a clear performance differential over the competition on factors that are important to customers Competitor benchmarking Competitor benchmarking compares customer satisfaction with the products, services and relationships of the business with those of key competitors Consumer buyers Consumer buyers are those who purchase items for their personal consumption Consumer durables Consumer durables have low volume but high unit value. Consumer durables are often further divided into White goods (e.g. fridge-freezers; cookers; dishwashers; microwaves) and Brown goods (e.g. DVD players; games consoles; personal computers) ... - tailieumienphi.vn