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V & W در بازاریابی
Vicarious learning learning from others without direct experience or reward.
Video conferencing two-way communication of both words and pictures via telephone lines.
Video magazine a video which disseminates a corporate message.
Video news release video coverage of a public relations event sent to television news departments via cassette, vision circuits or satellite.
Warranty a guarantee by a manufacturer that if a product fails within a certain period it will make good the defect for free under certain conditions.
Website a www file that contains text, pictures and/or sound.
Weak theory of advertising the notion that advertising can first arouse awareness and interest, nudge some consumers towards a doubting first trial purchase and then provide some reassurance and reinforcement. Desire
and conviction do not precede purchase.
Wheel of retailing a theory of retailing development which suggests that new forms of retailing begin as low-cost, cut-price and narrow margin operations and then trade up until they mature as high price operators, vulnerable to a new influx of low-cost operators.
Word-of-mouth a form of product promotion generated by consumers to consumers Workload approach a method for deciding the number of salespeople required.
World wide web a collection of computer files that can be accessed via the Internet allowing documents containing text, images, sound and video to be used.
ُُS در بازاریابی
Safety (buffer) stocks stocks or inventory held to cover against uncertainty about re-supply lead-times.
Sales analysis a comparison of actual with target sales.
Salesforce evaluation the measurement of salesperson performance so that strengths and weaknesses can be identified.
Sales force motivation the motivation of salespeople by the process involving needs that set encouraging drives in motion to accomplish goals.
Sales lead information on a potential purchaser.
Sales promotion incentives to customers or the trade that are designed to stimulate purchase.
Sampling process a term used in research to denote the selection of a sub-set of the total population in order to interview them.
Satellite conferencing conferences by satellite transmitting of messages from one location to many sites.
Secondary research data which has already been collected by another researcher for another purpose.
Segment a group of customers or potential customers who share certain common characteristics.
Segmentation (1) the identification of groups of individuals or organizations with characteristics in common that have significant implications for the development of marketing strategy; (2) the process of dividing the total market into homogeneous groupings or segments.
Selective attention the process by which people screen out those stimuli that are not meaningful to them nor consistent with their experiences and beliefs.
Selective distortion the distortion of information received by people according to their existing beliefs and attitudes.
Selective distribution the use of a limited number of outlets in a geographical area to sell products of a supplier
Selective retention the process by which people only retain a selection of messages in memory.
Self-liquidating offer an offer where consumers are asked to pay to cover the promoter's costs of the promotional merchandise plus administration and postal charges.
Self-reference criteria the use of one's own perceptions and choice criteria to judge what is important to consumers. In international markets, the perceptions and choice criteria of domestic consumers may be
used to judge what is important to foreign consumers.
Sensitivity analysis the running of alternative scenarios with changed input variables (price, cost, consumer acceptance) to see the impact on sales and profits.
Service any deed, performance or effort carried out for the customer.
Services marketing mix product, place, price, promotion, people, process and physical evidence.
Simultaneous engineering the involvement of manufacturing and product development engineers in the same development team in an effort to reduce development time.
Skimming strategy a high-priced new product launch designed to recover research and development expenditure.
Skill works a new product development team separated from other employees to work on a project free from bureaucratic interference.
Social distance the extent to which both the individuals and organizations in a relationship are unfamiliar with each other's way of working.
Social responsibility the ethical principle that a person or an organization should be accountable for how its acts might affect the physical environment and general public.
Socialization within an organization, a process whereby a new entrant experiences the culture and tasks of the organization.
Specialty shops retail outlets specializing in a narrow product line.
Specifier an individual in an organization who is responsible for determining the specification of a product which is to be bought.
Sponsorship a business relationship between a provider of funds, resources or services and an individual, event, or organization which offers in return some rights and association that may be used for commercial advantage.
Stakeholders individuals or groups having a stake in the organization's well-being, e.g. shareholders, employees.
Standardized marketing mix an international marketing strategy for using essentially the same product, promotion, distribution, and pricing in all the company's international markets.
Stars market leading products in high-growth Markets.
Storage warehouse warehouses which store goods for moderate or long time periods.
Straight re-buy refers to a purchase by an organization from a previously approved supplier of a previously purchased item.
Strategic alliance collaboration between two or more organizations through e.g. joint ventures, licensing agreements, long-term purchasing and supply arrangement.
Strategic business unit (SBU) a business or company division serving a distinct group of customers and with a distinct set of competitors, usually strategically autonomous.
Strategic degrees of freedom how much room a company has to react.
Strategic focus the strategies which can be employed to achieve the objective.
Strategic intent a driven focused objective of winning such as encircle Caterpillar (Komatsu) or beat Xerox (Canon).
Strategic issue analysis an examination of the suitability of marketing objectives and segmentation bases in the light of changes in the marketplace.
Strategic objectives product level objectives relating to the decision to build, hold, harvest, or divest products.
Strategic options ways of increasing sales volume and/or profitability Strategic profile a summary of the organization's chosen strategy, including strategic objective, core strategy, market type, marketing attitudes and performance.
Strategic thrust the decision concerning which products to sell in which markets.
Strategic withdrawal holding on to the company's strengths while getting rid of the weaknesses.
Strong theory of advertising the notion that advertising can change people's attitudes sufficiently to persuade people who have not previously bought a brand to buy it. Desire and conviction precede purchase.
Subsidiary a company which is owned by another.
Supermarket large self-service stores traditionally selling food, drinks and toiletries, but now increasingly selling a wider range of items, including clothing, books, pharmaceuticals.
Supply chain the means by which products are moved from the producer to the ultimate consumer.
Switching costs the costs to a buying organization of changing from one supplier to another.
SWOT analysis a structured approach to evaluating the strategic position of a business by identifying its strengths, weaknesses, opportunities and threats
R در بازاریابی
Reasoning a more complex form of cognitive learning where conclusions are reached by connected thought.
Reference group a group of people that influences an individual's attitude or behaviour.
Referent power power derived by the reference source, e.g. when people identify with and respect the architect of change.
Referrals people who have been recommended to the organization as potential customers.
Relationship marketing the process of creating, maintaining and enhancing strong relationships with customers and other stakeholders.
Re merchandising a modification of name, promotion, price, packaging and/or distribution while maintaining the basic product.
Repositioning changing the target market or differential advantage or both.
Research brief written document stating the client's requirements.
Research proposal a document defining what the marketing research agency promises to do for its client and how much it will cost.
Reseller market organizations which buy products to resell, e.g. mail order companies and supermarkets.
Respondent a person who answers questions in a marketing research exercise
Retail accordion a theory of retail evolution which focuses on the cycle of retailers widening and then contracting product ranges
Retail audit a type of continuous research. tracking the sales of products through retail outlets.
Retail life cycle a theory of retailing evolution which is based on the product
life cycle stating that new types of retailing pass through birth, growth, maturity and decline.
Retail positioning the choice of target market and differential advantage for a retail outlet.
Retailing the activity involved in selling products to the ultimate consumer.
Reverse marketing the process whereby the buyer attempts to persuade the supplier to provide exactly what the organization wants.
Reward power power derived from the ability to provide benefits.
Rote learning the learning of two or more concepts without conditioning.
S
P در بازاریابی
4 Ps product, place, price, promotion
7 Ps product, place, price, promotion, process, people, physical evidence.
Parallel importing when importers buy products from distributors in one country and sell them in another to distributors who are not part of the manufacturer's normal distributetion; caused by big price differences for the same product between different countries.
Parent company a company which owns Another.
Penetration strategy a low-priced new product launch designed to achieve maximum market share.
Perception the process by which people select, organize and interpret sensory
stimulation into a meaningful picture of the world.
Perceptual mapping a useful tool for determining the position of a brand as seen by customers
Perishability a characteristic of services, namely that the capacity of a service business, such as a hotel room, cannot be stored-if it is not occupied, that is lost income which cannot be recovered.
Personal selling oral communication with prospective purchasers with the intention of making a sale.
Personality the inner psychological characteristics of individuals that lead to
consistent responses to their environment.
Physical distribution a set of activities concerned with the physical flows of materials, components and finished goods from producer to channel intermediaries and consumers.
Physical evidence that part of the services marketing mix which refers to the
environment in which the service is delivered and tangible goods which facilitate the communication and performance of the service.
PIMS Profit Impact of Marketing Strategy Place the distribution channels to be used, outlet locations, methods of transportation Portfolio planning managing groups of brands and product lines.
Position defence building a fortification around existing products, usually through keen pricing and improved promotion.
Positioning the choice of target market (where the company wishes to compete) and differential advantage (how the company wishes to compete).
Positioning chart a useful tool for determining the position of a brand as seen by customers (also known as a perceptual map).
Post-testing the evaluation of the effectiveness after a campaign.
Pre-emptive defence usually involves continuous innovation and new product
development recognising that the best form of defence is attack.
Premiums any merchandise offered free or at low cost as an incentive to purchase.
Press relations communications about a product or organization by placing news about it in the press without paying for the time or space directly.
Pre-testing the testing of advertisements before screening.
Price (1) the amount of money paid for a product; (2) the agreed value placed on the exchange by a buyer and seller
Price unbundling pricing each element in the offering so that the price of the total product package is raised.
Price waterfall the difference between list price and realized or transaction price.
Private label retailer's own brand.
Problem children Low share products in high growth markets.
Process procedure flow of activities, sequence of tasks.
Product a good or service offered or performed by an organization or individual which is capable of satisfying customer needs.
Product champion an individual who takes on or is given responsibility to promote a particular product or project within an organization and bring it to a successful conclusion.
Product churning a continuous spiral of new product introductions.
Product development increasing sales by improving present products or developing new products for current markets.
Product differentiation the process of making a product distinctive along a factor or set of factors important for customer choice.
Product features the characteristics of a product that mayor may not convey a
customer benefit.
Product form competitors technically similar competing products.
Product life cycle a four-stage cycle in the life of a product illustrated as a curve representing the demand, the four stages being introduction, growth, maturity and decline.
Product line a group of brands which are closely related in terms of the functions and benefits they provide.
Product line pricing taking account of the prices of the existing products when introducing a new product.
Product manager the person responsible for co-ordination of functional areas to support the success of the product.
Product mix the total set of products marketed by the company.
Product portfolio the total range of products offered by the company, cf. Product mix
Product positioning the creation of a unique image of the company's product in the minds of the customer.
Product repositioning modification of the product to make it more acceptable to its present market.
Product substitutes products which customers regard as fulfilling the same needs although they are technically dissimilar.
Product type products can be classified into four main types, namely, materials, components, plant & equipment and maintenance/repair/operation (MRO)
Production orientation a business approach that is inwardly focused either on costs or on a definition of a company in terms of its production facilities.
Profile segmentation the grouping of people in terms of profile variables such as age and socio-economic group so that marketers can communicate to them.
Profitability analysis the calculation of sales revenues and costs for the purpose of calculating the profit performance of products, customers and/or distribution channels.
Project teams the bringing together of staff from such areas as R&D, engineering, manufacturing, finance, and marketing to work on a project such as new-product development.
Promotional mix advertising, personal selling, sales promotions, public relations, direct marketing, and Internet and on-line promotion.
Proposal analysis the prediction and evaluation of proposals and demands likely to be made by someone with whom one is negotiating.
Prospect an individual or organization who is a possible buyer of a product.
Prospecting searching for and calling upon potential customers.
Psychographic segmentation the grouping people according to their lifestyle and personality characteristics.
Public relations the management of communications and relationships to establish goodwill and mutual understanding between an organization and its public.
Publicity communication about it product or organization by placing news about it in the media without paying for the time or space directly.
Pull strategy direct communication by manufacturers or service providers with consumers to draw them into channel intermediaries, usually using advertising and consumer promotions.
Push strategy an attempt to sell into channel intermediaries using personal selling and sales promotions.
Qualitative research exploratory research which aims to understand consumers' attitudes, values, behaviour and beliefs.
O در بازاریابی
Omnibus survey a regular survey usually operated by a market research specialist company which asks questions of respondents for several clients on the same questionnaire.
Operant conditioning the use of rewards to generate reinforcement of response.
Opportunity a situation favourable to the achievement of the organization's objectives, usually characterized by unfulfilled customer demand, the organization being in a position to meet that demand and the relative
weakness or total absence of competition.
Opportunity cost that which is foregone in the pursuit of a given strategy.
Order point the level of inventory at which re-ordering is advisable to avoid stock-outs caused by the lead-time to resupply.
Order-creators salespeople who do not receive orders directly as they talk to specifiers rather than buyers.
Order-getters salespeople who attempt to get customers to place an order directly.
Order-takers salespeople who respond to already committed customers.
Organizational salespeople salespersons whose role is to maintain close long-term relationships with organizational customers, often involved in team selling
Overt power play the use of visible, open kinds of power tactics.
Own label retailer's own brand
Own-label brands brands created and owned by distributors or retailers.
N در بازاریابی
Nano-relationships relations between internal customers, internal markets, divisions and business areas within organizations.
National account large and important customers who may have centralized purchasing departments that buy or co-ordinate buying for decentralized, geographically dispersed business units.
New business salespeople salespersons whose task is to win new business by identifying and selling to prospects.
New task refers to the first time purchase of a product or input by an organization.
Niche objective targeting a small market Segment.
Niche targeting competing in one segment (niche) only.
No-frills products basic commodities such as bread, sugar and soft drinks sold in rudimentary packages at low prices.
Non-profit organization an organization which attempts to achieve an objective other than profit, for example relief of famine, animal rights, or public service .
M در بازاریابی
Macroenvironment a number of broader forces that affect not only the company but the other actors in the environment, e.g. social, political, technological and economic
Macrosegmetltation the segmentation of organizational markets by size, industry and location.
Mail order catalogue usually a colour catalogue featuring products and prices sent through the mail and from which customers can select and order.
Mailorder a non-store form of retailing using catalogues or other media as a promotional vehicle.
Manufacturer brands brands which are created by producers and bear their chosen brand name.
Marginal cost pricing the calculation of only those costs which are likely to rise/fall as output increases/decreases.
Market the people who represent the actual or potential demand for a product.
Market development to take current products and sell them in new markets.
Market expansion the attempt to increase the size of a market by converting non-users to users of the product and by increasing usage rates
Market intelligence information on present and future customer needs.
Market penetration to continue to sell an existing product in an existing market.
Market segmentation the process of identifying individuals or organizations with similar characteristics that have significant implications for the determination of marketing strategy.
Market share analysis a comparison of company sales with total sales of the product, including sales of competitors.
Market testing the limited launch of a new product to test sales potential.
Marketing audit a systematic examination of a business's marketing environment, objectives, strategies, and activities with a view to identifying key strategic issues, problem areas and opportunities.
Marketing concept the achievement of corporate goals through meeting and
exceeding customer needs better than the competition.
Marketing control the stage in the marketing planning process or cycle when performance against plan is monitored so that corrective action, if necessary, can be taken.
Marketing environment the actors and forces that affect a company's capability to operate effectively in providing products and services to its customers.
Marketing information system a system in which marketing information is formally gathered, stored, analysed, and distributed to managers in accord with their informational needs on a regular, planned basis
Marketing mix a framework for the tactical management of the customer relationship, including product, place, price, promotion (4Ps). In the case of services three other elements to be taken into account are: process, people and physical evidence.
Marketing objectives there are two types of marketing objectives-strategic thrust, which dictates which products should be sold in which markets, and strategic objectives, i.e. product-level objectives, such as build, hold,
harvest and divest.
Market-oriented pricing an approach to pricing which takes a range of marketing factors into account when setting prices
Marketing orientation companies with a marketing orientation focus on customer needs as the primary drivers of organizational performance.
Marketing planning the process by which businesses analyse the environment and their capabilities, decide upon courses of marketing action and implement those decisions.
Marketing research the gathering of data and information on the market.
Marketing strategy the approach a firm takes to securing and retaining profitable relationships with its customers, generally involving segmentation, targeting and positioning choices as well as adaptation of a suitable marketing mix.
Marketing structures the marketing frameworks (organization, training and internal communications) upon which marketing activities are based.
Marketing systems sets of connected parts (information, planning and control) which support the marketing function.
Media class decision the choice of prime media, i.e. the press, cinema, television, posters, radio, or some combination of these.
Media coverage mention of a particular event, product or organization in the media.
Media relations communications about a product or organization by placing news about it in the media without paying for the time or space directly.
Media vehicle decision the choice of the particular newspaper, magazine, television spot, poster site, etc.
Mega-marketing lobbying political power and public opinion.
Member-get-member a programme of customer recruitment incentivizing existing customers or members to recruit others.
Merger the amalgamation of two or more Organizations.
Microenvironment the actors in the firm's immediate environment that affect its capability to operate effectively in its chosen markets, namely, suppliers, distributors, customers and competitors.
Microsegmentation segmentation according to choice criteria, DMU (decision-making unit) structure, decision-making process, buy class, purchasing structure and organizational innovativeness.
Misconceptions barrier a failure by marketers to understand what customers
really value about their service.
Missionary salespeople order-creators whose task is not to close the sales but to persuade the customer, e.g. a medical practitioner, to specify the seller's products.
Mobile defence involves diversification or broadening the market by redefining the business
Modified re-buy where a regular requirement for the type of product exists and the buying alternatives are known but sufficient (e.g. a delivery problem) has occurred to require some alteration to the normal supply procedure.
Moments of truth staff-customer contacts.
Money-back guarantee a promise by a retailer or manufacturer that if a customer is not happy with the purchase he or she may return the product in good condition and get a full refund.
Money-off a sales promotion that discounts the normal price.
Motivation the process involving needs that set drives in motion to accomplish goals.
L در بازاریابی
Ladder of support the spectrum of the degree of support which can be expected when introducing change.
Laggards those who are the last to buy a new Product.
Lead time the time gap between one event and another.
Legitimate power power based on legitimate authority, such as line management.
Licensing a contractual arrangement in which a licensor provides a licensee with certain rights, e.g. to technology access or production rights.
Life cycle the stage people have reached in their life, from single at home through young parents to solitary retired.
Life cycle costs all the components of costs associated with buying, owning and using a physical product or service.
Lifestyle the pattern of living as expressed in a person's activities, interests and opinions.
Lifestyle segmentation the grouping of people according to their pattern of living as expressed in their activities, interests and opinions.
Lifetime value the lifetime value of a customer is the profit made on a customer's purchases over the customer's lifetime.
Limited problem solving information search which may be mainly internal through memory
List broker an organization which acts as an intermediary in the supply of lists of names and addresses for direct mail purposes.
List owner an organization which own a list of customers or prospects.
List price the price quoted by a company before any discounts.
Local consumer culture positioning positioning a brand as associated with a local culture (e.g. local production and consumption of a good) .
Location gap the geographic separation of producers from the customers they serve.
Low involvement purchase a purchase decision in which the customer does not become highly involved and does not seek detailed information.
Loyalty card usually a plastic card which is issued by a company to a customer and is used to record the frequency of the customer's purchases and calculate resulting discounts, rewards or allowances.
Loyalty scheme an arrangement whereby customers apply for a loyalty card which entitles them to discounts for continued purchases.
J - K در بازاریابی
Joint venture co-operation by two or more parties on a business project, which mayor may not involve the creation of a separate company.
Journey routing the planning of a salesperson's route when calling on prospects or customers.
Junk mail mail which is sent to a prospect who is not a suitable target.
JIT the just-in-time’s concept aims to minimize stocks by organizing a supply system which provides materials and components as they are required.
Key account management an approach to selling which focuses resources on
major customers and uses a team selling approach.