41 Marketing Terms and Definitions.docx
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41 Marketing Terms and Definitions.docx
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41MarketingTermsandDefinitions
MarketingTermsandDefinitions
窗体顶端
1
AboveCompetitionPricing
Acompetitivepricingmethodinwhichinitialpriceissetatlevelsintendedtobeabovecompetitors’prices.
∙ForMoreSeeSettingPriceUsingCompetitivePricing
2
AccountManagement
Asub-categoryoftheordergettersalesclassificationinwhichsalespeopleareresponsibleforallaspectsofbuildingcustomerrelationshipsfrominitialsalethroughtofollow-upaccountservicing.
∙ForMoreSeeOrderGetters-AccountManagement
3
ActualProduct
AcomponentoftheTotalProductofferedbythemarketer,thisrepresentspartoftheproductthatisused(i.e.,productfeatures)aswellasotherelementsthatareincludedsuchasbranding,packagingandlabeling.
∙ForMoreSeeProductComponents:
ActualProduct
4
AdministrativeChannelArrangement
Atypeofdependentchannelarrangementwhereasinglechannelmember,suchasaleadingbrandmanufacturerorlargeretailer,hasachievedasignificantpowerpositionanddominatesthedecisionsthatoccurwithinthechannel.
∙ForMoreSeeChannelArrangements:
Dependent
5
Advertising
Anon-personalformofpromotiondeliveredthroughmediaoutletsthatgenerallyrequirethemarketerpayformessageplacement.
∙ForMoreSeeWhatisAdvertising?
6
AdvertisingClutter(alsoPromotionalClutter)
Aconceptinadvertising(andpromotioningeneral)thatsuggeststhattheexistenceofalargenumberofadvertisingmessageswithinmediaoutlets(e.g.,television,newspaper,radio,etc.)makesitdifficultforviewerstorecognizeandrememberspecificmessages(e.g.,adforspecificbrand).
∙ForMoreSeeSelectingMedia:
AdvertisingCluttter
7
AdvocacyAdvertising
Atypeofadvertisingintendedtoinfluenceatargetaudienceonsomematter,suchaspoliticalorsocialissue,thatalsoimpactsthemarketingorganization.
∙ForMoreSeeTypesofAdvertising:
Advocacy
8
Agents(alsoBrokers)
Aspecialtyservicefirmfoundwithinamarketer’schannelofdistributionthat,forafee,workstobringthemarketertogetherwithbuyers.
∙ForMoreSeeTypeofChannelMembers
9
AssistedMarketingSystems
Adirectdistributionsystemwherethemarketerreliesonothers(e.g.,agentsandbrokers)tocommunicatethemarketer’sproductsbutthemarketerhandlesdistributiondirectlytothecustomer.
∙ForMoreSeeDistributionSystems:
Direct
10
Attitude
Acomponentoftheinternalinfluencesonconsumerbuyingbehaviorthatrepresentswhatapersonfeelsorbelievesandwhichmaybereflectedinhowapersonacts(e.g.,whattheybuy).
∙ForMoreSeeInternalInfluences:
Attitude
11
AudienceTracking
Mediamarketresearchtechniquetomonitorandlearnhowcustomersaccessandusemedia(e.g.,televisionviewing,websiteactivity).
∙ForMoreSeeTrends:
AudienceTracking
12
AugmentedProduct
AcomponentoftheTotalProductofferedbythemarketer,thisrepresentsgoodsandservicesthatsurroundtheActualProductinordertoprovideadditionalvaluetothecustomer’spurchaseandincludeguarantees,warrantiesandtrainingservices.
∙ForMoreSeeProductComponents:
AugmentedProduct
13
AutomatedWarehouse
Atypeofwarehousethatfunctionswithadvancedcomputerandroboticstechnologytoautomatestorageactivity.
∙ForMoreSeeTypesofWarehouses
1
BackwardPricing
Amarketpricingmethodthatisnotonlyusedtosetaproduct’sinitialpricebutalsodetermineswhetherproductionisviablesincethismethodbeginsbyfirstusingresearchtodeterminewhatcustomersarewillingtopayandfromthisworkingbackwards(factoringoutcosts)toassessproductionviability.
∙ForMoreSeeMarketPricing:
BackwardMethod
2
BelowCompetitionPricing
Acompetitivepricingmethodinwhichinitialpriceissetatlevelsintendedtobebelowcompetitors’prices.
∙ForMoreSeeSettingPriceUsingCompetitivePricing
3
BidPricing
Aprocessforsettingtheinitialpriceforaproduct,mainlyfoundingovernmentandbusinessmarketswheremultiplesellerscompeteforalargepurchase,thatrequiresthemarketertosetpricewithoutdirectknowledgeofcompetitors’pricingsince,inmostsituations,pricesarenotmadeknownuntilapurchaseisawarded.
∙ForMoreSeeSettingPriceUsingBidPricing
4
Boutique
Retailformatrepresentedbyasmallservice-orientedoutletcarryingveryspecializedandoftenhigh-end,highpricedmerchandise.
∙ForMoreSeeRetailFormats:
Part1
5
Brainstorming
Agroupdiscussionmarketresearchtechniquethatencouragescreativethinkingandgroupinteractiontohelpstimulateideageneration.
∙ForMoreSeeProductDevelopmentSteps1-3
6
BrandLicensing
Contractualarrangementwherebyamarketerowningabrandnamenegotiates(forfeeorpercentofsales)withothercompaniestoallowthesecompaniestoproduceandsupplyproductscarryingthemarketer'sbrandname.
∙ForMoreSeeApproachestoBranding
7
BrandLoyal(alsoBrandLoyalty)
Descriptiongiventocustomerswhofrequentlyandenthusiasticallypurchaseaparticularbrandandarelesslikelytobeenticedtoswitchtootherbrandscomparedtonon-loyalcustomers.
∙ForMoreSeeAdvantagesofBrands
8
BrandMark
Representsabrandingdecisioninwhichadesignelement,suchasasymbol,logo,characterorsound,isusedtoprovidevisualorauditoryrecognitionforaproduct.
∙ForMoreSeeBrandNamesandBrandMarks
9
BrandName
Representsabrandingdecisioninwhichanindividualproductisnamedoranameisappliedtoagrouporfamilyofproducts.
∙ForMoreSeeBrandNamesandBrandMarks
10
Branding
Involvesmarketingdecisionsthathavetheobjectiveofestablishinganidentityforaproductusingbrandnames,symbolsandotherdistinctivemeasureswiththegoalofdistinguishingtheproductfromthoseofferedbycompetitors.
∙ForMoreSeeBranding
11
BreakevenAnalysis
Aforecastingtoolusedbymarketersthatconsidersproductprice,fixedcostandvariablecostsinordertodeterminetheminimumsalesvolumerequiredbeforeacompanyrealizesaprofit.
∙ForMoreSeeCostPricing:
BreakevenMethod
12
BreakevenPricing
Acostpricingmethodusedtosetaproduct’sinitialpricethatisusedinassociationwithBreakevenAnalysisandthedeterminationofminimumsaleslevelsneededatdifferentpricingpointsinorderforacompanytocoverfixedcosts.
∙ForMoreSeeCostPricing:
BreakevenMethod
13
BundlePricing
Aformofpromotionalpriceadjustmentthatoffersdiscountedpricingwhencustomerspurchaseseveralproductsatthesametime.
∙ForMoreSeePromotionalPricing:
ProductBundling
14
BusinessEquipmentSales
Atypeofnewbusinessdevelopmentprimarilyfoundinindustrieswhereprofitscomefromthesaleofsuppliesandservicesthatsupportamainproduct(e.g.,businessequipment)andwheresalespeoplefocusongettingbuyerstopurchasethemainproduct.
∙ForMoreSeeOrderGetters-NewBusinessDevelopment
15
Business-to-BusinessSelling
Atypeofaccountmanagementsellingwheresalespeoplesellproductstobeusedbyabusinessanddosowiththeintentionofbeinginvolvedinadditionaltransactionsastherelationshipbetweenthebuyerandsellergrows.
∙ForMoreSeeOrderGetters-AccountManagement
16
BuyingCenter
Consistsofthosewithinanorganizationthatimpactpurchasedecisionsandincludesthoseservingintherolesofbuyer,decider,influencer,user,initiatorandgatekeeper.
∙ForMoreSeeBuyingDifferences:
BuyingCenterDecisions
1
Cash-and-Carry
Wholesaleformatrepresentedbydistributorsthatrequirebuyersvisitthewholesaler’sfacility,physicallyselecttheirorder,payincash(i.e.,creditpurchasesnotpermitted),andthenhandletheirowndelivery(i.e.,carry).
∙ForMoreSeeWholesaleFormats:
Part1
2
CatalogRetailers
Retailformatrepresentedbyretailersthatprovideproductinformationtocustomerswithinamailedcatalogorwebsite,andallowcustomerstoplaceordersviaphone,throughregularmailoronline,andthendeliverordersviaathird-partyshipper.
∙ForMoreSeeRetailFormats:
Part2
3
CategoryKillers
Retailformatrepresentedbyretailchainsthathavetakenwhatwerepreviouslysmall,narrowlyfocusedspecialtystoresandexpandedthesetocreatelargespecialtystores.
∙ForMoreSeeRetailFormats:
Part1
4
CausalResearch
Amethodofresearchthatisoftenhighlystructuredandcontrolledinwhichonevariable,calledtheindependentvariable,ismanipulatedtoseehowitmayeffectanothervariable,calledthedependentvariable.
∙ForMoreSeeCausalMarketResearch
5
ChannelConflict
Referstodisagreementsthatarisewithinachannelwhenachannelmember’sdecisionsaffect(oftennegatively)thebusinessoperationsofothermembers.
∙ForMoreSeeRelationshipIssuesinChannels
6
ChannelofDistribution
Theactivitiesandorganizationsthatassistamarketerinmovingproducts(goodsorservices)fromthehandsofthemarketingcompanytothehandsofthefinalcustomer.
∙ForMoreSee
7
ChannelPower
Referstotheinfluenceonepartywithinachannelofdistributionhasoverotherchannelmemberswhichmayallowthosewithpowertomakedemandsofothers.
∙ForMoreSeeRelationshipIssuesinChannels
8
Climate-ControlledWarehouse
Atypeofwarehousethathandlesstorageofproductsrequiringspecialhandlingconditionssuchasrefrigerationforperishableproductsandhumidity-controlledenvironmentsfordelicateproductssuchasflowers.
∙ForMoreSeeType
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