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Flashcards

marketing

trentl Inglês 325 flashcards

Flashcards do conjunto (325)

  1. 1marketingthe activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
  2. 2product orientationa philosophy that focuses on the internal capabilities of the firm rather than on the desires and needs of the marketplace
  3. 3sales orientationthe idea that people will buy more goods and services if aggressive sales techniques are used and that high sales result in high profits
  4. 4marketing conceptthe idea that the social and economic justification for an org. existence is the satisfaction of customer wants and needs while meeting org. objectives
  5. 5market orientationa philosophy that assumes that a sale does not depend on an aggressive sales force but rather on a consumer's decision to purchase a product. synonymous with the marketing concept
  6. 6societal marketing orientationthe idea that an org. exists not only to satisfy customer wants and needs and to meet org. objectives, but also to preserve or enhance individuals' and society's long-term best interests
  7. 7customer valuethe relationship between benefits and the sacrifice necessary to obtain those benefits
  8. 8relationship marketinga strategy that focuses on keeping and improving relationships with current customers
  9. 9empowermentdelegation of authority to solve customers' problems quickly- usually by the first person that the customer notifies regarding a problem
  10. 10strategic planningthe managerial process of creating and maintaining a fit between the org. objectives and resources and evolving market opportunities
  11. 11strategic business unit (SBU)a subgroup of a single business or a collection a related businesses within the larger org.
  12. 12market penetrationa marketing strategy that tries to increase market share among existing customers
  13. 13market developmenta marketing strategy that entails attracting new customers to existing products
  14. 14product developmenta marketing strategy that entails the creation of new products for current customers
  15. 15diversificationa strategy of increasing sales by introducing new products into new markets
  16. 16starin the portfolio matrix, a business unit that is a fast-growing market leader
  17. 17cash cowin the portfolio matrix, a business unit that usually generates more cash than it needs to maintain its market share
  18. 18problem child (question mark)in the portfolio matrix, a business unit that shows rapid growth but poor profit margins
  19. 19dogin the portfolio matrix, a business unit that has low growth potential and a small market share
  20. 20marketing planningdesigning activities relating to marketing objectives and the changing marketing environment
  21. 21marketing myopiadefining a business in terms of goods and services rather than in terms of the benefits that customers seek
  22. 22environmental scanningcollection and interpretation of information about forces, events, and relationships in the external environment that may affect the future of the org. or the implementation of the marketing plan
  23. 23competitive advantagethe set of unique features of a company and its products that is perceived by the target market as significant and superior to the competition
  24. 24experience curvesthe curves represent data on a chart that show costs declining at a predictable rate as experience with a product increases
  25. 25product/ service differentiation competitive advantagethe provision of something that is unique and valuable to buyers beyond simply offering a lower price than the competitions'
  26. 26niche competitive advantagethe advantage achieved when a firm seeks to target and effectively serve a small segment of the market
  27. 27sustainable competitive advantagean advantage that cannot be copied by the competition
  28. 28marketing strategythe activities of selecting and describing one or more target markets and developing and maintaining a marketing mix that will produce mutually satisfying exchanges with target markets
  29. 29market opportunity analysis (MOA)the description and estimation of the size and sales potential of market segments that are of interest to the firm and the assessment of key competitors in these market segments
  30. 30marketing mixa unique blend of product, place, promotion, and pricing strategies designed to produce mutually satisfying exchanges with a target market
  31. 31marketing audita thorough, systematic, periodic evaluation of the objectives, strategies, structure, and performance of the marketing org.
  32. 32ethicsthe moral principles or values that generally govern the conduct of an individual
  33. 33deontological ethical theorya theory that states that people should adhere to their obligations and duties when analyzing an ethical dilemma
  34. 34utilitarian ethical theorya theory that holds that the choice that yields the greatest benefit to the most people is the choice that is ethically correct
  35. 35casuist ethical theorya theory that compares a current ethical dilemma with examples of similar ethical dilemmas and their outcomes
  36. 36moral relativistspersons who believe that ethical truths depend on the individuals and groups holding them
  37. 37virtuea character trait valued as being good
  38. 38moralsthe rules people develop as a result of cultural values and norms
  39. 39corporate social responsibilitybusinesses' concern for society's welfare
  40. 40sustainabilitythe idea that socially responsible companies will outperform their peers by focusing on the world's social problems and viewing them as opportunities to build profits and help the world at the same time
  41. 41stakeholder theorya theory that holds that social responsibility is paying attention to the interest of every affected stakeholder in every aspect of a firm's operation
  42. 42pyramid of corporate social responsibilitya model that suggests corporate social responsibility is composed of economic, legal, ethical, and philanthropic responsibilities and that the firm's economic performance supports the entire structure
  43. 43cause-related marketingthe cooperative marketing efforts between a "for-profit" firm and a "nonprofit org."
  44. 44target marketa defined group most likely to buy a firm's product
  45. 45environmental managementwhen a company implements strategies that attempt to shape the external environment within which it operates
  46. 46component lifestylesthe practice of choosing goods and services that meet one's diverse needs and interests rather than conforming to a single, traditional lifestyle
  47. 47demographythe study of people's vital statistics, such as their age, race and ethnicity, and location
  48. 48generation Ypeople born between 1979 and 1994
  49. 49generation Xpeople born between 1965 and 1978
  50. 50baby boomerspeople born between 1946 and 1964
  51. 51greatest generationcohort before the baby boomers who grew up in the great depression and fought in World War II
  52. 52purchasing powera comparison on income versus the relative cost of a set standard of goods and services in different geographic areas
  53. 53global marketingmarketing that targets markets throughout the world
  54. 54global visionrecognizing and reacting to international marketing opportunities, using effective global marketing strategies, and being aware of threats from foreign competitors in all markets
  55. 55gross domestic product (GDP)the total market value of all final goods and services produced in a country for a given time period
  56. 56multinational corporationa company that is heavily engaged in international trade, beyond exporting and importing
  57. 57capital-intensiveusing more capital than labor in the production process
  58. 58exchange ratethe price of one country's currency in terms of another country's currency
  59. 59multidomestic strategywhen multinational firms enable individual subsidiaries to compete independently in domestic markets
  60. 60buyer for exportan intermediary in the global market that assures all ownership risks and sells globally for its own account
  61. 61export brokeran intermediary who plays the traditional broker's role by bringing buyer and seller together
  62. 62export agentan intermediary who acts like a manufacturer's agent for the exporter. The export agent lives in the foreign market
  63. 63licensingthe legal process whereby a licensor agrees to let another firm use its manufacturing process, trademarks, patents, trade secrets, or other proprietary knowledge
  64. 64contract manufacturingprivate-label manufacturing by a foreign company
  65. 65joint venturewhen a domestic firm buys part of a foreign company or joins with a foreign company to create a new entity
  66. 66direct foreign investmentactive ownership of a foreign company or of overseas manufacturing or marketing facilities
  67. 67dumpingthe sale of an exported product at a price lower than that charged for the same or a like product in the "home" market of the exporter
  68. 68countertradea form of trade in which all or part of the payment for goods or services is in the form of other goods or services
  69. 69consumer behaviorprocesses a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and product use
  70. 70consumer decision-making processa five-step process used by consumers when buying goods or services
  71. 71need recognitionresult of an imbalance between actual and desired states
  72. 72wantthe way a consumer goes about addressing a need
  73. 73stimulusany unit of input affecting one or more of the five senses
  74. 74internal info searchthe process of recalling past information stored in the memory
  75. 75external info searchthe process of seeking info in the outside environment
  76. 76nonmarketing-controlled info searcha product info source that is not associated with advertising or promotion
  77. 77marketing-controlled info sourcea product info source that originates with marketers promoting the product
  78. 78evoked seta group of brands, resulting from an info search, from which a buyer can choose
  79. 79brand extensionsa well-known and respected brand name from one product category is extended into other product categories
  80. 80cognitive dissonanceinner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions
  81. 81involvementthe amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behavior
  82. 82limited decision makingthe type of decision making that requires a moderate amount of time for gathering info and deliberating about an unfamiliar brand in a familiar product category
  83. 83routine response behaviorthe type of decision making exhibited by consumers buying frequently purchased, low-cost goods and services; requires little search and decision time
  84. 84extensive decision makingthe most complex type of consumer decision making, used when buying an unfamiliar, expensive product or an infrequently bough item; requires use of several criteria for evaluating options and much time for seeking info
  85. 85culturethe set of values, norms,attitudes, and other meaningful symbols that shape human behavior, and the artifacts, or products, of that behavior as they are transmitted from one generation to the next
  86. 86valuethe enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct
  87. 87subculturea homogeneous group of people who share elements of the overall culture as well as unique elements of their own group
  88. 88social classa group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms
  89. 89reference groupa group in society that influences an individual's purchasing behavior
  90. 90primary membership groupa reference group with which people interact regularly in an informal, face-to-face manner, such as family, friends, or fellow employees
  91. 91secondary membership groupa reference group with which people associate less consistently and more formally than a primary membership group, such as a club, professional group, or religious group
  92. 92aspirational reference groupa group that someone would like to join
  93. 93norma value or attitude deemed acceptable by a group
  94. 94sponsored bloga blog in which a company pays a blogger to say things about a good or service
  95. 95shillingwhen bloggers do not disclose that they were paid to promote a product
  96. 96socialization processhow cultural values and norms are passed down to children
  97. 97self-concepthow consumers perceive themselves in terms of attitudes, perceptions, beliefs, and self-evaluations
  98. 98perceptionthe process by which people select, organize, and interpret stimuli into a meaningful and coherent picture
  99. 99selective exposurethe process whereby a consumer notices certain stimuli and ignores others
  100. 100selective distortiona process whereby a consumer changes or distorts info that conflicts with his or her feelings or beliefs
  101. 101selective retentiona process whereby a consumer remembers only that info that supports his or her beliefs
  102. 102motivea driving force that causes a person to take action to satisfy specific needs
  103. 103Maslow's hierarchy of needsa method of classifying human needs and motivations into 5 categories: physiological, safety, social, esteem, and self-actualization
  104. 104stimulus discriminationa learned ability to differentiate among similar products
  105. 105beliefan organized pattern of knowledge that an individual holds as true about his or her world
  106. 106attitudea learned tendency to respond consistently toward a given object
  107. 107marketpeople or organizations with needs or wants and the ability and willingness to buy
  108. 108market segmentationa subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs
  109. 109market segmentationthe process of dividing a market into meaningful, relatively similar, and identifiable segments or groups
  110. 110segmentation basescharacteristics of individuals, groups, and organizations
  111. 111geographic segmentationsegmenting markets by region of a country in the world, market size, market density, or climate
  112. 112demographic segmentationsegmenting markets by age, gender, income, ethnic background,and family life cycle
  113. 113family life cyclea series of stages determined by a combination of age, marital status, and the presence or absence of children
  114. 114psychographic segmentationmarket segmentation on the basis of personality, motives, lifestyles, and geodemographics
  115. 115geodemographic segmentationsegmenting potential customers into neighborhood lifestyle categories
  116. 116benefit segmentationthe process of grouping customers into market segments according to the benefits they seek from the product
  117. 117user-rate segmentationdividing a market by the amount of product bought or consumed
  118. 11880/20 principlea principle holding that 20 percent of all customers generate 80 percent of the demand
  119. 119satisficersbusiness customers who place an order with the first familiar supplier to satisfy product and delivery requirements
  120. 120optimizersbusiness customers who consider numerous suppliers, both familiar and unfamiliar, solicit bids, and study all proposals carefully before selecting one
  121. 121target marketa group of people or organizations for which an organization designs, implements, and maintains a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exchanges
  122. 122undifferentiated targeting strategya marketing approach that views the market as one big market with no individual segments and thus uses a single marketing mix
  123. 123concentrated targeting strategya strategy used to select one segment of a market for targeting marketing efforts
  124. 124multisegment targeting strategya strategy that chooses two or more well-defined market segments and develops a distinct marketing mix for each
  125. 125cannibalizationa situation that occurs when sales of a new product cut into sales of a firm's existing products
  126. 126one-to-one marketingan individualized marketing method that utilizes customer info to build long-term, personalized, and profitable relationships with each customer
  127. 127positioningdeveloping a specific marketing mix to influence potential customers' overall perception of a brand, product line, or organization in general
  128. 128positionthe place a product, brand, or group of products occupies in consumers' minds relative to competing offerings
  129. 129product differentiationa positioning strategy that some firms use to distinguish their products from those of their competitors
  130. 130perceptual mappinga means of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customers' minds
  131. 131repositioningchanging customers' perception of a brand in relation to competing brands
  132. 132business producta product used to manufacture other goods or services, to facilitate an organization's operations, or to resell to other customers
  133. 133consumer producta product bought to satisfy an individual's personal wants
  134. 134convenience producta relatively inexpensive item that merits little shopping effort
  135. 135shopping producta product that requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores
  136. 136specialty producta particular item for which consumers search extensively and are very reluctant to accept substitutes
  137. 137unsought producta product unknown to the potential buyer, or a known product that the buyer does not actively seek
  138. 138product itema specific version of a product that can be designated as a distinct offering among an organization's products
  139. 139product linea group of closely related product items
  140. 140product mixall products that an organization sells
  141. 141product mix widththe number of product lines an organization offers
  142. 142product line depththe number of product items in a product line
  143. 143planned obsolescencethe practice of modifying products so those that have already been sold become obsolete before they actually need replacement
  144. 144product line extensionadding additional products to an existing product line in order to compete more broadly in the industry
  145. 145branda name, term, symbol, design, or combination thereof that identifies a seller's products and differentiates them from competitors' products
  146. 146brand namethe part of a brand that can be spoken, including letters, words, and numbers
  147. 147brand markthe elements of a brand that cannot be spoken
  148. 148brand equitythe value of company and brand names
  149. 149global branda brand where at least one-third of the product is sold outside its home country
  150. 150brand loyaltya consistent preference for one brand over all others
  151. 151manufacturer's brandthe brand name of a manufacturer
  152. 152private branda brand name owned by a wholesaler or a retailer
  153. 153captive branda brand that carries no evidence of a retailer's affiliation, is manufactured by a third party, and is sold exclusively at the retailer
  154. 154individual brandingusing different brand names for different products
  155. 155family brandmarketing several different products under the same brand name
  156. 156cobrandingplacing two or more brand names on a product or its package
  157. 157trademarkthe exclusive right to use a brand or part of a brand
  158. 158generic product nameidentifies a product by class or type and cannot be trademarked
  159. 159universal product code (UPC)a series of thick and thin vertical lines, readable by computerized optical scanners, that represent numbers used to track products
  160. 160warrantya confirmation of the quality or performance of a good or service
  161. 161express warrantya written guarantee
  162. 162implied warrantyan unwritten guarantee that the good or service is fit for the purpose for which it is sold
  163. 163new-product strategya plan that links the new-product development process with the objectives of the marketing department, the business unit, and the corporation
  164. 164product developmenta marketing strategy that entails the creation of marketable new products; the process of converting applications for new technologies into marketable products
  165. 165brainstormingthe process of getting a group to think of unlimited ways to vary a product or solve a problem
  166. 166screeningthe first filter in the product development process, which eliminates ideas that are inconsistent with the organization's new-product strategy or are obviously inappropriate for some other reason
  167. 167concept testa test to evaluate a new-product idea, usually before any prototype has been created
  168. 168business analysisthe second stage of the screening process where preliminary figures for demand, cost, sales, and profitability are calculated
  169. 169developmentthe stage in the product development process in which a prototype is developed and a marketing strategy is outlined
  170. 170simultaneous product developmenta team-oriented approach to new-product development
  171. 171test marketingthe limited introduction of a product and a marketing program to determine the reactions of potential customers in a market situation
  172. 172commercializationthe decision to market a product
  173. 173adoptera consumer who was happy enough with his or her trial experience with a product to use it again
  174. 174innovationa product perceived as new by a potential adopter
  175. 175diffusionthe process by which the adoption of an innovation spreads
  176. 176product life cycle (PLC)a biological metaphor that traces the stages of a product's acceptance, from its introduction to its decline
  177. 177product categoryall brands that satisfy a particular type of need
  178. 178introductory stagethe first stage of the product life cycle in which the full-scale launch of a new product into the marketplace occurs
  179. 179growth stagethe second stage of the product life cycle when sales typically grow at an increasing rate, many competitors enter the market, large companies might start acquiring small pioneering firms, and profits are healthy
  180. 180maturity stagethe third stage of the PLC during which sales increase at a decreasing rate
  181. 181decline stagethe fourth stage of the PLC, characterized by a long-run drop in sales
  182. 182servicethe result of applying human or mechanical efforts to people or objects
  183. 183intangibilitythe inability of services to be touched, seen, tasted, heard, or felt in the same manner that goods can be sensed
  184. 184search qualitya characteristic that can be easily assessed before purchase
  185. 185experience qualitya characteristic that can be assessed only after use
  186. 186credence qualitya characteristic that consumers might have difficulty assessing even after purchase because they do not have the necessary knowledge or experience
  187. 187inseparabilitythe inability of the production and consumption of a service to be separated. consumers must be present during production
  188. 188heterogeneitythe variability of the inputs and outputs of services, which causes services to tend to be less standardized and less uniform than goods
  189. 189perishabilitythe inability of services to be stored, warehoused, or inventoried
  190. 190core servicethe most basic benefit the consumer is buying
  191. 191supplementary servicesa group of services that support or enhance the core service
  192. 192mass customizationa strategy that uses technology to deliver customized services on a mass basis
  193. 193internal marketingtreating employees as customers and developing systems and benefits that satisfy their needs
  194. 194marketing channela set of interdependent organizations that ease the transfer of ownership as products move from producer to business user or consumer
  195. 195channel membersall parties in the marketing channel that negotiate with one another, buy and sell products, and facilitate the change of ownership between buyer and seller in the course of moving the product from the manufacturer into the hands of the final consumer
  196. 196discrepancy of quantitythe difference between the amount of product produced and the amount an end user wants to buy
  197. 197discrepancy of assortmentthe lack of all the items a customer needs to receive full satisfaction from a product or products
  198. 198temporal discrepancya situation that occurs when a product is produced but a customer is not ready to buy it
  199. 199spatial discrepancythe difference between the location of the producer and the location of widely scattered markets
  200. 200retailera channel intermediary that sells mainly to consumers
  201. 201merchant wholesaleran institution that buys goods from manufacturers and resells them to businesses, gov't agencies, and other wholesalers or retailers and that receives and takes title to goods, stores them in its own warehouses, and later ships them
  202. 202agents and brokerswholesaling intermediaries who do not take title to a product but facilitate its sale from producer to end user by representing retailers, wholesalers, or manufacturers
  203. 203logisticsthe efficient and cost-effective forward and reverse flow as well as storage of goods, services, and related info, into, through, and out of channel member companies. typically include transportation and storage of assets, as well as their sorting, accumulation, consolidation, and/or allocation for the purpose of meeting customer requirements
  204. 204direct channela distribution channel in which producers sell directly to consumers
  205. 205dual distributionthe use of two or more channels to distribute the same product to target markets
  206. 206strategic channel alliancea cooperative agreement between business firms to use another business' already established distribution channel
  207. 207intensive distributiona form of distribution aimed at having a product available in every outlet where target customers might want to buy it
  208. 208selective distributiona form of distribution achieved by screening dealers to eliminate all but a few in any single area
  209. 209exclusive distributiona form of distribution that establishes one or a few dealers within a given area
  210. 210channel powerthe capacity of a particular marketing channel member to control or influence the behavior of other channel members
  211. 211channel controla situation that occurs when one marketing channel member intentionally affects another member's behavior
  212. 212channel leadera member of a marketing channel that exercises authority and power over the activities of other channel members
  213. 213channel partneringthe joint effort of all channel members to create a channel that serves customers and creates a competitive advantage
  214. 214retailingall the activities directly related to the sale of goods and services to the ultimate consumer for personal, nonbusiness use
  215. 215independent retailersretailers owned by a single person or partnership and not operated as part of a larger retail institution
  216. 216chain storesstores owned and operated as a group by a single organization
  217. 217franchisea business owned or operated by an individual that is licensed by a larger supporting organization
  218. 218gross marginthe amount of money the retailer makes as a percentage of sales after the cost of goods sold is subtracted
  219. 219department storea store housing several departments under one roof
  220. 220buyera department head who selects the merchandise for his or her department and may also be responsible for promotion and personnel
  221. 221specialty storea retail store specializing in a given type of merchandise
  222. 222supermarketa large, departmentalized, self-service retailer that specializes in food and some nonfood items
  223. 223scrambled merchandisingthe tendency to offer a wide variety of nontraditional goods and services under one roof
  224. 224drugstorea retail store that stocks pharmacy-related products and services as its main draw
  225. 225convenience storea miniature supermarket that carries only a limited line of high-turnover convenience goods
  226. 226discount storea retailer that competes on the basis of low prices, high turnover, and high volume
  227. 227full-line discount storesa retailer that offers customers very limited service and carries a broad assortment of well-known, nationally branded "hard goods"
  228. 228mass merchandisinga retailing strategy using moderate to low prices on large quantities of merchandise and lower service to simulate high turnover of products
  229. 229supercentera retailer that combines a full line of groceries and general merchandise with a wide range of services in one location
  230. 230specialty discount storea retail store that offers a nearly complete selection of single-line merchandise and uses self-service, discount prices, high volume, and high turnover
  231. 231category killersspecialty discount stores that heavily dominate a narrow merchandise segment
  232. 232warehouse membership clubslimited-service merchant wholesalers that sell a limited selection of brand-name appliances, household items, and groceries on a cash-and-carry basis to members, usually small businesses and groups
  233. 233off-price retailersa retailer that sells at prices 25 percent or more below traditional department store prices because it pays cash for its stock and usually doesn't ask for return privileges
  234. 234factory outletan off-price retailer that is owned and operated by a manufacturer
  235. 235nonstore retailingselling to customers through other means than by visiting a store
  236. 236franchisorthe originator of a trade name, product, methods of operation, and so on, that grants operating rights to another party to sell its product
  237. 237franchiseean individual or business that is granted the right to sell another party's product
  238. 238retailing mixa combination of the six Ps to sell goods and services to the ultimate consumer
  239. 239product offeringthe mix of products offered to the consumer by the retailer; also called the product assortment or merchandise mix
  240. 240promotioncommunication by marketers that informs, persuades, and reminds potential buyers or a product in order to influence an opinion or elicit a response
  241. 241competitive advantageone or more unique aspects of an org. that cause target consumers to patronize that firm rather than competitors
  242. 242communicationthe process by which we exchange or share meaning through a common set of symbols
  243. 243encodingthe conversion of a sender's ideas and thoughts into a message, usually in the form of words or signs
  244. 244channela medium of communication-such as a voice, radio, or newspaper- for transmitting a message
  245. 245noiseanything that interferes with, distorts, or slows down the transmission of info
  246. 246promotional mixthe combination of promotional tools- including advertising, PR, personal selling, and sales promotion- used to reach the target market and fulfill the org.'s overall goals
  247. 247AIDAa model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message; attention, interest, desire, and action
  248. 248integrated marketing communications (IMC)the careful coordination of all promotional messages for a product or a service to ensure the consistency of messages at every contact point at which a company meets the consumer
  249. 249push strategya marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or retailer to carry and sell particular merchandise
  250. 250pull strategya marketing strategy that stimulates consumer demand to obtain product distribution
  251. 251advertisingimpersonal, one-way mass communication about a product or org. that is paid for by a marketer
  252. 252advertising response functiona phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns
  253. 253insititutional advertisinga form of advertising designed to enhance a company's image rather than promote a particular product
  254. 254product advertisinga form of advertising that touts the benefits of a specific good or service
  255. 255pioneering advertisinga form of advertising designed to stimulate primary demand for a new product or product category
  256. 256advertising campaigna series of related advertisements focusing on a common theme, slogan, and set of advertising appeals
  257. 257advertising objectivea specific communication task that a campaign should accomplish for a specified target audience during a specified period
  258. 258advertising appeala reason for a person to buy a product
  259. 259unique selling propositiona desirable, exclusive, and believable advertising appeal selected as the theme for a campaign
  260. 260mediumthe channel used to convey a message to a target market
  261. 261media planningthe series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience
  262. 262cooperative advertisingan arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand
  263. 263media mixthe combination of media to be used for a promotional campaign
  264. 264cost per contactthe cost of reaching one member of the target market
  265. 265cost per thousand (CPM)allows marketers to compare the relative costs of specific media
  266. 266reachthe number of target consumers exposed to a commercial at least once during a specific period, usually four weeks
  267. 267frequencythe number of times an individual is exposed to a given message during a specific period
  268. 268audience selectivitythe ability of an advertising medium to reach a precisely defined market
  269. 269media scheduledesignation of the media, the specific publications or programs, and the insertion dates of advertising
  270. 270public relationsthe marketing function that evaluates public attitudes, identifies areas within the org. the public may be interested in, and executes a program of action to earn public understanding and acceptance
  271. 271publicitypublic info about a company, product, service, or issue appearing in the mass media as a news item
  272. 272product placementa public relations strategy that involves getting a product, service, or company name to appear in a movie, tv show, radio program, magazine, newspaper, etc.
  273. 273sales promotionmarketing activities- other than personal selling, advertising, and PR- that stimulate consumer buying and dealer effectiveness
  274. 274consumer sales promotionsales promotion activities targeting the ultimate consumer
  275. 275trade sales promotionsales promotion activities targeting a channel member, such as a wholesaler or retailer
  276. 276loyalty marketing programa promotional program designed to build long-term, mutually beneficial relationships between a company and its key customers
  277. 277frequent buyer programa loyalty program in which loyal customers are rewarded for making multiple purchases
  278. 278point-of-purchase (P-O-P)a promotional display set up at the retailer's location to build traffic, advertise the product, or induce impulse buying
  279. 279trade allowancea price reduction offered by manufacturers to intermediaries, such as wholesalers and retailers
  280. 280personal sellinga purchase situation involving a personal, paid for communication between two people in an attempt to influence each other
  281. 281relationship sellinga sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships
  282. 282sales processthe set of steps a salesperson goes through in a particular org. to sell a particular good or service
  283. 283lead qualificationdetermination of a sales prospect's 1. recognized need 2. buying power 3. receptivity and accessibility
  284. 284needs assessmenta determination of the customer's specific needs and wants, and the range of options the customer has for satisfying them
  285. 285sales proposala formal written document or professional presentation that outlines how the salesperson's product or service will meet or exceed the prospect's needs
  286. 286sales presentationa formal meeting in which the salesperson presents a sales proposal to a prospective buyer
  287. 287negotiationthe process during which both the salesperson and the prospect offer special concessions in an attempt to arrive at a sales agreement
  288. 288quotaa statement of the individual salesperson's sale objectives, usually based on sales volume alone but sometimes including key accounts
  289. 289revenuethe price charged to customers multiplied by the number of units sold
  290. 290profitrevenue minus expenses
  291. 291return on investment (ROI)net profit after taxes divided by total assets
  292. 292market sharea company's product sales as a percentage of total sales for that industry
  293. 293status quo pricinga pricing objective that maintains existing prices or meets the competition's prices
  294. 294demandthe quantity of a product that will be sold in the market at various prices for a specified period
  295. 295supplythe quantity of a product that will be offered to the market by a supplier at various prices for a specified period
  296. 296price equilibriumthe price at which demand and supply are equal
  297. 297elasticity of demandconsumer's responsiveness or sensitivity to changes in price
  298. 298elastic demanda situation in which consumer demand is sensitive to changes in price
  299. 299inelastic demanda situation in which an increase or decrease in price will not significantly affect demand for the product
  300. 300unitary elasticitya situation in which total revenue remains the same when prices change
  301. 301yield management systems (YMS)a technique for adjusting prices that uses complex mathematical software to profitably fill unused capacity by discounting earlier purchases, limiting early sales at these discounted prices, and overbooking capacity
  302. 302variable costa cost that varies with the changes in the level of output
  303. 303fixed costa cost that does not change as output is increased or decreased
  304. 304average variable cost (AVC)total variable costs divided by quantity of output
  305. 305average total cost (ATC)total costs divided by quantity of output
  306. 306marginal cost (MC)the change in total costs associated with a one-unit change in output
  307. 307markup pricingthe cost of buying the product from the producer plus amounts for profit and for expenses not otherwise accounted for
  308. 308keystoningthe practice of marking up prices by 100 percent, or doubling the cost
  309. 309profit maximizationa method of setting prices that occurs when marginal revenue equals marginal cost
  310. 310marginal revenue (MR)the extra revenue associated with selling an extra unit of output or the change in total revenue with a one-unit change in output
  311. 311break-even analysisa method of determining what sales volume must be reached before total revenue equals total cost
  312. 312selling against the brandstocking well-known branded items at high prices in order to sell store brands at discounted prices
  313. 313customer relationship management (CRM)a company-wide business strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on highly defined and precise customer groups
  314. 314customer-centrica philosophy under which the company customizes its product and service offering based on data generated through interactions between the customer and the company
  315. 315learningan informal process of collecting customer data through customer comments and feedback on product or service performance
  316. 316knowledge managementthe process by which learned info from customers is centralized and shared in order to enhance the relationship between customers and the org.
  317. 317interactionthe point at which a customer and a company representative exchange info and develop learning relationships
  318. 318touch pointsall possible areas of a business where customers communicate with that business
  319. 319point-of-sale interactionscommunications between customers and orgs. that occur at the point of sale, normally in a store
  320. 320data warehousea central repository for data from various functional areas of the org. that are stored and inventoried on a centralized computer system so that the info can be shared across all functional departments of the business
  321. 321response lista customer list that includes the names and addresses of individuals who have responded to an offer of some kind
  322. 322compiled lista customer list that is developed by gathering names and addresses from telephone directories and membership rosters, usually enhanced with info from public records, such as census data, auto registrations, birth announcements, business start-ups, etc
  323. 323lifetime value analysis (LTV)a data manipulation technique that projects the future value of the customer over a period of years using the assumption that marketing to repeat customers is more profitable than marketing to first-time buyers
  324. 324predictive modelinga data manipulation technique in which marketers try to determine, based on some past set of occurrences, what the odds are that a response or purchase will take place in the future
  325. 325campaign managementdeveloping product or service offerings customized for the appropriate customer segment and then pricing and communicating these offerings for the purpose of enhancing customer relationships

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FlashCards sobre marketing, criado por trentl em 08-12-2013.
Criado por
trentl
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