I در بازاریابی
Image repositioning keeping product and target market the same, but changing the image of the product.
Implementation the stage of the marketing planning process when the plan is put into operation.
Impulse purchasing a consumer's decision to buy which is taken on the spur of the moment.
Inadequate delivery barrier a barrier to the matching of expected and perceived service levels caused by the failure of the service provider to select, train and reward staff adequately, resulting in poor or inconsistent delivery of service.
Inadequate resources barrier a barrier to the matching of expected and perceived service levels caused by the unwillingness of service providers to provide the necessary resources.
Indirect exporting the use of independent organizations within the exporter's domestic market to facilitate export.
Individual brand name a brand name which does not identify a brand with a particular company.
Industrial market companies which purchase inputs for further processing or their own use.
Industry a group of companies that market products which are close substitutes for each other.
Information Combinations of data which provide decision-relevant knowledge.
Information framing the way in which information is presented to people.
Information processing the process by which a stimulus is received, interpreted, stored in memory and later retrieved.
Information search the identification of alternative ways of problem solving.
Innovation the commercialization of an invention by bringing it to market.
Innovators the first customers willing to buy a new product after launch.
In-or-on-pack gifts gifts which are given away free with brands.
Inseparability a characteristic of services, namely that their production cannot be separated from their consumption.
Inside order-taker usually a retail sales assistant whose task is simply to take payment and hand over the products.
In-supplier a competitor who is already supplying to a target account and therefore has the “inside track”.
Intangible repositioning targeting a different market segment with the same
product.
Intangibility a characteristic of services, namely that they cannot be touched, seen, tasted or smelled
Integrated marketing communications (IMC) the concept that companies co-ordinate their marketing communications tools to deliver a clear, consistent, credible, and competitive message about the organization and its
product.
Intensive distribution the aim is to provide saturation coverage of the market by using all available outlets.
Interaction approach an approach to buyer-seller relations which treats the
relationships as taking place between two active parties.
Intermediaries distributors or resellers.
Internal marketing (i) the training, motivating and retention of employees at
the customer interface in services (ii) marketing to all employees with the aim of achieving successful marketing implementation.
Internet a vast global computer network that permits instant global communication such as the gathering and sharing of information and the ability of users to communicate with each other.
Internet and on-line marketing the distribution of products, information and promotional benefits to consumers through electronic media.
In-the-mail offer a promotion involving the collection of packet tops, labels or ring-pulls which are sent in the mail as proof of purchase to claim a free gift or money voucher.
Invention the discovery of new methods and Ideas.
H در بازاریابی
Habitual problem solving a consumer purchase which involves a repeat buy with little or no evaluation of alternatives.
Hall tests bringing a sample of target consumers to a room that has been hired so that alternative marketing ideas (e.g. promotions) can be tested.
Halo customers customers who are not directly targeted but may find the product attractive.
Harvest objective the improvement of profit margins to improve cash flow even if the longer term result is falling sales.
High-involvement purchase purchase decisions in which the customer becomes highly involved and seeks detailed information.
Hold objectives a strategy of defending a product in order to maintain market share.
House list a company's list of its own customers.
G در بازاریابی
Gatekeeper those who control the flow of information, e.g. secretaries who may allow or prevent access to a DMU (decision-making unit) member, or a buyer whose agreement must be sought before a supplier can contact other members of the DMU.
Generic competitors products which solve a customer's problem or eliminate it in a dissimilar way.
Geodemographic segmentation the segmentation of consumers on the combined basis of location and certain demographic and socio-economic data.
Geodemographics the process of grouping households into geographic clusters based upon such information as type of accommodation, occupation, number and age of children and ethnic background.
Global branding achievement of brand penetration worldwide.
Global consumer culture positioning positioning a brand as a symbol of a given global culture (e.g. young cosmopolitan men).
Going-rate pricing pricing at the rate generally applicable in the market, focusing on competitors' offerings rather than on company costs.
Group discussion a group usually of 6-8 consumers brought together for a discussion focusing on an aspect of a company's marketing.
Guarantee a promise by a manufacturer that if a product fails within a certain period it will make good the defect for free under certain conditions.
Guerrilla attack making life uncomfortable for stronger rivals through e.g. unpredictable price discounts, sale promotions, or heavy advertising in a few selected regions.
F در بازاریابی
Facelift a minor product change with little or no change to the rest of the marketing mix or target market.
Family brand name a brand name used for all products in a range.
Features attributes of a product which mayor may not confer a customer benefit.
Fighter brands low-cost manufacturers' brands introduced to combat own-label brands.
Flanking attack attacking geographical areas or market segments where the defender is poorly represented.
Flanking defence the defence of a hitherto unprotected market segment.
Focus group a group normally of 6-8 consumers brought together for a discussion focusing on an aspect of a company's marketing.
Focused marketing a market coverage strategy where a company decides to target one market segment with a single marketing mix.
Focused targeting Competing in one segment only (also known as niche targeting).
Folder techniques a press advertising pre-testing method in which proposed
advertisements are placed in a folder of competing displays in order to test unaided recall.
Foreign consumer culture positioning positioning a brand as associated with a specific foreign culture (e.g. Italian fashion).
Foreign direct investment (FDI) investment in a foreign-based assembly or manufacturing facility.
FRAC stands for frequency, recency, amount and category and forms the transactional information on a customer's purchases in a direct marketing database.
Franchise a legal contract in which a producer and channel intermediaries agree each other's rights and obligations. Usually the intermediary receives marketing, managerial, technical, and financial services in return for a
fee.
Franchising a form of licensing where a package of services is offered by the franchisor to the franchisee in return for payment.
Freephone a special telephone number which customers can call without incurring any expense.
Frontal attack a competitive strategy where the challenger takes on the defender head-on.
Full cost pricing pricing so as to include all costs and based on certain sales volume assumptions.
Full-service marketing departments departments which show a high degree of integration of marketing functions, control or influence all marketing decisions.
E در بازاریابی
Early adopters customers who are willing to buy a new product quite soon after launch.
E-commerce the use of technologies such as the Internet, electronic data interchange, e-mail and electronic payment systems to streamline business transactions.
E-commerce marketing mix the extension of the traditional marketing mix to include the opportunities afforded by the new electronic
media such as the intranet.
Economic order quantity (EOQ) the quantity of stock to be ordered where total costs are at the lowest
Economic value to the customer (EVC) the amount a customer would have to pay to make the total life cycle costs of a new and a reference product the same.
EDI electronic data interchange, electronic links between suppliers and retailers allowing purchase orders, packing lists, delivery notices, invoices and remittance advices, as well as self-billing by retailers.
Effectiveness doing the right thing, making the correct strategic choice.
Efficiency a way of managing business processes to a high standard, usually
concerned with cost reduction; also called “doing things right”.
Ego drive the need to make a sale in a personal way, not merely for money
Empathy to be able to feel as the buyer feels, to be able to understand customer problems and needs.
Encirclement attack attacking the defender from all sides, i.e. every market segment is hit with every combination of product features.
Enquirers people who have contacted the organization and shown interest in one or more products but, as yet, have not bought.
Entry barriers barriers which act to prevent new firms from entering a market, e.g. the high level of investment required.
Entry into new markets (diversification) the entry into new markets by new products
Environmental scanning the process of monitoring and analysing the marketing environment of a company.
Equity joint venture two or more companies form a partnership which involves the creation of a new company.
Ethics the moral principles and values that govern the actions and decisions of an individual or group.
Event sponsorship sponsorship of a sporting or other event.
Everyday low prices a retailers' policy of keeping prices low every day rather than through sales promotions.
Evoked set the set of brands that the consumer seriously evaluates before making a purchase.
Exaggerated promises barrier a barrier to the matching of expected and perceived service levels caused by the unwarranted building up of expectations by exaggerated promises.
Exchange the act or process of receiving something from someone by giving something in return.
Exclusive distribution an extreme form of selective distribution where only one wholesaler, retailer or industrial distributor is used in a geographical area to sell products of a supplier.
Exhibition an event which brings buyers and sellers together in a commercial setting.
Exit barrier the barriers to leaving an industry, e.g. the cost of closing down plant.
Experience curve the combined effect of economies of scale and learning as cumulative output increases.
Experimental research research undertaken in order to establish cause and effect
Experimentation the application of stimuli (e.g. two price levels) to different matched groups under controlled conditions for the purpose of measuring their effect on a variable (e.g. sales).
Expert power power which derives from an individual's expertise.
Exploratory research the preliminary exploration of a research area prior to the main data collection stage.
Export merchant an organization which takes title to products andsells them abroad.
Extended problem-solving a high degree of information search, close examination of alternative solutions using many choice criteria
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ِِD در بازاریابی
Data the most basic form of knowledge, the result of observations.
Database marketing an interactive approach to marketing which uses individually addressable marketing media and channels to provide information to a target audience, stimulate demand and stay close to customers.
Data warehousing (or mining) the storage and analysis of customer data gathered from their visits to websites for classificatory and modelling purposes so that products, promotions and price can be tailored to the
specific needs of individual customers.
Decentralization in international marketing it is the delegation of international operations to individual countries or regions.
Decider a person who has the authority to select the supplier.
Decision-making unit a group of people within an organization who are involved in the buying decision (also known as the buying centre)
Decision-making process the stages which organizations and people pass through when purchasing a physical product or service.
Demographic variable attributes of consumers such as age, gender and life cycle
Department stores retail outlets where related product lines are sold in different departments.
Depth interviews the interviewing of consumers individually for perhaps one or two hours with the aim of understanding their attitudes, values, behaviour and/or beliefs.
Derived demand demand for a particular product which is driven by demand for a different product, e.g. the demand for joinery is at least partly derived from the demand for new housing.
Descriptive research research undertaken to customer's beliefs, attitudes,
preferences, behaviour.
Differential advantage a clear performance differential over competition on factors that are important to target customers.
Differentiated marketing a market coverage strategy where a company decides to target several market segments and develops separate marketing mixes for each.
Differentiated targeting offering different products to different segments.
Differentiation focus where a firm aims to differentiate within one or a small number of targeted segments.
Differentiation strategy the selection of one or more customer choice criteria and positioning the offering accordingly to achieve superior customer value.
Diffusion of innovation the process by which a new product spreads throughout a market over time.
Direct cost pricing the calculation of only those costs which are likely to rise as output increases.
Direct exporting the handling of exporting activities by the exporting organization rather than by a domestically-based independent organization.
Direct investment market entry which involves investment in foreign-based assembly or manufacturing facilities.
Direct mail material sent through the postal service to the recipient's house or business address promoting a product and/or maintaining an ongoing relationship.
Direct marketing (1) acquiring and retaining customers without the use of an
intermediary; (2) the distribution of products, information and promotional benefits to target consumers through interactive communication in a way which allows response to be measured.
Direct response advertising the use of the prime advertising media such as television, newspapers and magazines to elicit an order, enquiry or a request for a visit.
Discount houses Retailers selling products at low prices by bulk buying, accepting low margins and selling high volumes.
Discount policy the extent to which reductions from list prices is permitted.
Discount structure the system of rebates off the list price.
Display allowance money paid to a retailer by a manufacturer for promotional facilities in store.
Distribution analysis an examination of movements in power bases, channel
attractiveness, physical distribution and distribution behaviour.
Distribution centres warehouses operating as central locations for the fast movement of goods.
Distribution push the targeting of channel intermediaries with communications (e.g. promotions) to push the product into the distribution chain.
Distributor an intermediary which takes title to goods and sells them on to a third party.
Distributor brands brands created and owned by distributors or retailers.
Diversification the development of new products for new markets
Divest to improve short-term cash yield by dropping or selling off the product.
DMU see Decision-making unit.
Dogs weak products in low-growth markets.
DRTV direct response television, a method of direct marketing.
C در بازاریابی
C
Call frequency the frequency with which a salesperson calls on a customer
Campaign usually refers to a planned marketing or advertising activity designed to achieve certain commercial objectives
Campaign objectives goals set by an organization in terms of e.g. sales, profits, customers won or retained or awareness creation
Cannibalization a situation where a new brandgains sales at the expense of another of the company's brands
Cash cows high-share products in low-growth markets
Catalogue marketing the sale of products through catalogues distributed to agents and customers, usually by mail or at stores
Catalogue stores retail outlets promoting their products through catalogues which are either posted or are available in the store for customers to take home
Category killer retail outlets with a narrow product focus but with an unusually wide breadth and depth to that product range, for example Toys' 51' s
Category management the management of brands in a group, portfolio or category with specific emphasis on the retail trade's requirements
Cause-related marketing the commercial activity by which businesses and charities or causes form a partnership with each other to market an image, good or service for mutual benefit
Centralization in international marketing it is the global integration of international operations
Change master a person who develops an implementation strategy to drive through organizational change
Channel integration the way in which the players in the channel are linked together
Channel intermediaries organizations which facilitate the distribution of products to customers
Channel of distribution the means by which products are moved from the producer to the ultimate consumer.
Channel strategy the selection of the most effective distribution channel, the most appropriate level of distribution intensity and the degree of channel integration.
Choice criteria the various attributes (and benefits) people use when evaluating products and services.
Classical conditioning the process of using an established relationship between a stimulus and a response to cause the learning of the same response to a different stimulus.
Coercive power power inherent in the ability to punish.
Cognitive dissonance post-purchase concerns of a consumer arising from
uncertainty as to whether a decision to purchase was the correct one.
Cognitive learning the learning of knowledge and development of beliefs and attitudes without direct reinforcement
Commission a method of payment based on the achievement of sales results and usually expressed as a percentage of the value sold.
Communications mix advertising, personal selling, sales promotion and publicity, public relations and direct marketing.
Compensation a form of exchange where payment involves using both goods and cash.
Competencies the skills and resources which a company has.
Competitive advantage the attempt to achieve superior performance through
differentiation to provide superior customer value or by managing to achieve lowest delivered cost.
Competitive behaviour the activities of rival companies with respect to each other. It can take five forms: conflict, competition, coexistence, cooperation and collusion.
Competitive bidding drawing up detailed specifications for a product and putting the contract out for tender.
Competitive scope the breadth of a company's competitive challenge, e.g. broad or narrow.
Competitive strategy the strategy a firm adopts in relation to the competition
Competitor analysis an examination of the nature of actual and potential competitors and their objectives and strategies.
Competitor audit a precise analysis of competitor strengths and weaknesses,
objectives and strategies.
Competitor targets the organizations against which a company chooses to compete directly.
Concept testing testing new product ideas with potential customers.
Concession analysis the evaluation of things that can be offered to someone in negotiation valued from the viewpoint of the receiver.
Concession close an attempt to convince an indecisive buyer to close a deal by offering a concession, e.g. a discount.
Consultative selling working with customers to discover their needs and work out an acceptable business solution.
Consumer behaviour the reasons why customers buy, their choice criteria, when, how and where they buy.
Consumer decision-making process the stages a consumer goes through when buying something, namely, problem awareness, information search, evaluation of alternatives, purchase and post-purchase evaluation.
Consumer panel data a type of continuous research where information is provided by household consumers on their purchases over time.
Consumer pull the targeting of consumers with communications (e.g. promotions) designed to create demand that will pull the product into the distribution chain
Continuous research repeated interviewing of the same sample of people
Contractual joint venture two or more companies form a partnership but no joint enterprise with a separate identity are formed.
Contractual vertical marketing system a franchise arrangement (e.g. a franchise) tying producers and resellers together.
Control the stage in the marketing planning process or cycle when the performance against plan is monitored so that corrective action, if necessary, can be taken.
Convenience stores retail outlets offering customers the convenience of close location and long opening hours every day of the week.
Core competencies the principal distinctive capabilities possessed by a company-what it is really good at.
Core strategy the means of achieving marketing objectives, including target
markets, competitor targets and competitive advantage.
Corporate goals the overall objectives of an entire organization.
Corporate identity the ethos, aims and values of an organization, presenting a sense of its individuality which helps to differentiate it from its competitors.
Corporate plan a document which contains the strategy for the corporate entity usually for a one-year time horizon.
Corporate vertical marketing system a channel situation where an organization gains control of distribution through ownership.
Cost analysis the calculation of direct and fixed costs and their allocation to products, customers and/or distribution channels.
Cost focus strategy with this strategy a firm seeks a cost advantage with one or a small number of segments.
Cost leadership the achievement of the lowest cost position in an industry, serving many segments.
Counteroffensive defence a counterattack that takes the form of a head-on
counterattack, an attack on the attacker's cash cow or an encirclement of the attacker.
Counterpurchase the seller agrees to sell a product to a buyer and receives cash, subject to the seller buying goods from the buyer for all or part of the original amount.
Countertrade a method of exchange where not all transactions are concluded in cash; goods may be included as part of the asking price.
Country of origin the country in which a product is substantially manufactured.
Convert power play the use of disguised forms of power tactics.
Credit scoring a system used by financial service and mail order companies to help predict credit or loan default rates based on customer profiles
Credit terms the basis (usually the number of days delay in payment) on which goods are released to the customer before payment is received
Critical success factors those factors which an organization needs to control if it is to succeed.
Cross-selling persuading an existing customer to buy another product from the company.
Cultural distance the degree to which norms and values or working methods between two companies differ because of their separate national characteristics.
Culture the traditions, taboos, values, and basic attitudes of the whole society in which an individual lives.
Custom targeting treating each customer as a separate segment.
Customer analysis a survey of who the customers are, what choice criteria they use, how they rate competitive offerings and on what variables they can be segmented.
Customer benefits those things that a customer values in a product. Customer
benefits derive from product features.
Customer database a system which records details about the organization's customers.
Customer satisfaction the fulfilment of customers' requirements or needs.
Customer satisfaction measurement a process through which customer satisfaction criteria are set, customers are surveyed and the results interpreted in order to establish the level of customer satisfaction with the organization's product.
Customer value perceived benefits minus perceived sacrifice.
Customized marketing the market coverage strategy where a company decides to target individual customers and develops separate marketing mixes for each.
B در بازاریابی
B
Bypass attack circumventing the defender's position, usually through technological leapfrogging or diversification
A در بازاریابی
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