Flashcards
marketing
Cards in this deck (68)
- 1B2B (business-to-business) distributor (n)Vertriebshandler(in) mit Firmenkunden
An entity that buys products, warehouses them, and resells them to businesses, for example, retailers or manufacturers. - 2B2C (business-to-customer) distributor (n)Vertriebshandler(in) für (End-)Verbrauchern
An entity that buys products, warehouses them, and resells them directly to consumers who are the end-users of said products. - 3be in short supply (v)Mangelware sein
To experience the inventory situation in which the total quantity of an item on hand is less than its total anticipated demand. - 4behavioural segmentationVerhaltenssegmentierung
Behavioral segmentation is defined as the process of dividing the total market into smaller homogeneous groups based on customer buying behaviour. Behavioral segmentation is done by organizations on the basis of buying patterns of customers like usage frequency, brand loyalty, benefits needed, during any occasion etc.
--> can be occasion, loyalty, benefits or usage based - 5brand ambassadoMarkenbotschafter(in)
A person who is paid to endorse or promote a particular company's products or services. - 6brand awarenessMarkenbekanntheit
The extent to which consumers are familiar with the qualities or image of a particular brand of goods or services. - 7brand imageMarkenzeichen
the general impression of a product held by real or potential consumers. - 8brand stretchingMarkendehnung
the process of using an existing brand name for new products or services that may not seem related. - 9build a fan baseeine Fangemeinde aufbauen
To take actions which grow the community of enthusiastic consumers of a product or service - 10buzz marketingBuss-Marketing, Mundpropagandamarketing
The interaction of consumers and users of a product or service which amplifies or alters the original marketing message. This emotion, energy, excitement, or anticipation about a product or service can be positive or negative. - 11calculate ROI (return on investment)die Rendite berechnen
A performance measure used to evaluate the efficiency of an investment or compare the efficiency of a number of different investments. To calculate ROI, the benefit (or return) of an investment is divided by the cost of the investment. The result is expressed as a percentage or a ratio. - 12celebrity endorsementUnterstützung durch eine bekannte Persönlichkeit
A form of advertising campaign or marketing strategy used by brands, companies, or a non-profit organization which involves celebrities or a well-known person using their social status or their fame to help promote a product, service or even raise awareness on environmental or social matters. - 13challenger brandHerausforderer
A brand in an industry that is not the category leader. The term denotes the fact that such companies have to play from a position behind the dominant player or leader in an industry. - 14co-brandingco-branding
The marketing of a product or service under two or more brand names - 15competitive advantageWettbewerbsvorteil
A condition or circumstance that puts a company in a favourable or superior business position. - 16consumerVerbraucher
Someone who buys and uses a product or a service for personal use - 17copywriter(Werbe-)Texter(in)
A person who writes the text of advertisements or publicity material - 18core productKernprodukt
The dominant benefit or satisfaction that a customer expects from a good or service he or she buys. - 19corporate social responsibility (CSR)soziale Verantwortung des Unternehmens
The European Commission has defined CSR as the responsibility of enterprises for their impact on society and, therefore, it should be company led. Companies can become socially responsible by
integrating social, environmental, ethical, consumer, and human rights concerns into their business strategy and operations
following the law
Public authorities play a supporting role through voluntary policy measures and, where necessary, complementary regulation. - 20counterfeit brandgefälschte/nachgemachte Marke
A set of goods, often of inferior quality, made or sold under another's brand name without the brand owner's authorization. Sellers of such goods may infringe on either the trademark, patent or copyright of the brand owner by passing off its goods as made by the brand owner - 21creative directorKreativdirektor
A person in a company or advertising agency who is in charge of the work involving original ideas about how to design, advertise and sell products. - 22customer or clientKunde
Someone who buys goods or services. We generally use “client” for more service-oriented industries where there is regular contact with the buyer, such as in the financial or legal profession, and “customer” to talk about specific people who buy goods from shops or businesses. - 23customer relationship management (CRM)Kundenbeziehungsmanagement
ways that a company can encourage customers to like it and buy from it, for example by using software to look at information it has about its customers and by using social media - 24demographic segmentationDemographische Segmentierung
Demographic segmentation is market segmentation according to age, race, religion, gender, family size, ethnicity, income, and education - 25differential advantageWettbewerbsvorteil
A set of unique features, benefits or characteristics of a firm or a business which sets it apart from its competitors for its target market - 26discount brandDiscountermarke, Billigmarke
A brand that consistently sells at the lowest price point in its product categories; low prices define a discount brand. Discount brands treat price as a pain point, relying on easing consumers' perceived pain in order to generate interest. - 27drip marketingAttrition-Marketing, Ermüdungsmarketing
A communication strategy that sends, or "drips," a pre-written set of messages to customers or prospects over time. These messages often take the form of email marketing, although other media can also be used. - 28engage customersmit Kunden zu interagieren, Kunden einzunehmen
The use of various channels of correspondence by an organization (company or brand) to communicate and connect with an external stakeholder (consumer). - 29ethical brandingethisch orientiertes Branding
A subset of ethical marketing which relates to certain moral principles that define right and wrong behaviour in branding decisions. Assuming that a brand needs to be evaluated not just by the economic or financial criteria but also by the moral ones, an ethical brand should not harm public good; instead it should contribute to or help promote public good. - 30ethical consumerismethischer/nachhaltiger Konsum bzw. Konsumverhalten
A type of consumer activism based on the concept of dollar voting. It is practiced through positive buying in that ethical products are favoured, or moral boycott, that is negative purchasing and company-based purchasing. - 31ethically consciousethically conscious
o be willing and able to identify moral and ethical contexts and dilemmas; to critically examine, assess, and/or change one's own ethical values; and to examine the implications of one's own behavior for the lives of others. - 32exhibitionMesse
in the business context, it is an event when objects/products are shown to the trade community and/or the public, for marketing purposes: - 33fadkurzlebiger Trend
An intense and widely shared enthusiasm for something, especially one that is short-lived; A craze. - 34free publicitykostenlose Werbung
Using the news or business press to carry stories (especially positive stories) about your company or your products. - 35gadgettechnische Spielerei, Haushaltsgerät
a device or machine with a particular purpose e.g. kitchen gadgets, game consoles, smart devices. - 36generic brandProdukt ohne Markenname, Generikum
A type of consumer product that lacks a widely recognized name or logo because it typically isn't advertised. Generic brands are usually less expensive than brand-name products due to their lack of promotion, which can inflate the cost of a good or servic - 37geographic segmentationgeographische Segmentierung
Geographic segmentation is when a business divides its market on the basis of geography. You can geographically segment a market by area, such as cities, counties, regions, countries, and international regions. - 38go-to-market strategyMarkteinführungsstrategie
The plan of an organization, utilizing their inside and outside resources (e.g. sales force and distributors), to deliver their unique value proposition to customers and achieve competitive advantage. - 39greenwashgreenwash
an attempt to make people believe that your company is doing more to protect the environment than it really is - 40greenwashinggreenwashing
behaviour or activities that make people believe that a company is doing more to protect the environment than it really is - 41house brandHausmarke, Eigenmarke
1. A proprietary brand of merchandise sold by one retailer and often bearing the name of the retailer.
2. An item of merchandise sold under a house brand, usually at a lower price than an equivalent name-brand item. - 42hypermarketVerbrauchermarkt
A very large shop, usually outside the centre of town. - 43impulse buyerImpulskäufer /Spontankäufer
A person who buys goods without planning to do so in advance, usually as a result of a sudden whim or impulse - 44intangible assetinmaterieller Vermögenswert/-gegenstand
An asset that is not physical in nature. Goodwill, brand recognition and intellectual property, such as patents, trademarks and copyrights, are all intangible assets. Intangible assets exist in opposition to tangible assets, which include land, vehicles, equipment and inventory - 45mailshotWerbesendung
the posting of advertising or similar material to a lot of people at the same time. - 46marketing mixmarketing mix
the combination of actions a company uses when selling a product or service. These are often described as the four Ps (= product, price, place, and promotion). - 47marketing punchWerbeeffekt
A powerful marketing effect - 48measure conversiondie Konversionsrate zu messen
to calculate the percentage of users who take a specific desired action on an e-commerce site, e.g., making a purchase or subscribing to a newsletter, within a given period - 49measure engagementdie Interaktion zu messen
to calculate the measure of your audience or your customers' engagement with the content you are producing by evaluating metrics (such as churn rate or satisfaction levels) both on your website and across social media (as well as wherever company content is published). - 50niche brandNischenmarke
A brand with a strong identity in a specialized area. This identity is crafted to appeal to a specific group, and cultivate a strong sense of belonging. Done well, niche brands command loyalty from their clients. - 51pack(aging) designVerpackungsgestaltung
The process of creating the container, graphics and visible outer presence of a product a consumer buys at retail or might receive in the mail. Containers may range from simple bottles and labels to elaborate boxes or systems of boxes and inner packaging. - 52peer approvalAnerkennung/Bestätigung durch Gleichaltrige
The degree to which a member of a group is socially accepted by peers. This includes the level of peer popularity and ease with which the individual can initiate and maintain satisfactory peer relationships. Peer approval can influence behavior through the bystander effect, peer pressure, and social facilitation. - 53point-of-sale (POS) marketingWerbung am Verkaufsort
A technique that encourages consumers to purchase products when they are in a retail outlet. Traditional POS marketing tools include shelf signage, banners and display material situated close to the checkout. - 54predecessorVorgänger(modell)
The model of a product that came before the current version - 55premium brandMarke mit hohem Marktwert
A brand (or segment of a company's brands, products, or services) that carries tangible or imaginary surplus value in the upper mid- to high price range - 56price fixingPreisabsprache
A practice whereby rival companies come to an illicit agreement not to sell goods or services below a certain price. - 57price skimmingAbschöpfungs-, Skimmingstrategie
A pricing strategy in which a marketer sets a relatively high initial price for a product or service at first, then lowers the price over time. It is a temporal version of price discrimination/yield management. - 58psychographic segmentationPsychographische Segmentierung
a method of dividing customers into groups based on their opinions, interests, and emotions - 59public relationsÖffentlichkeitsarbeit
The activity of keeping good relationships between an organisation and the general public. - 60queue upSchlange stehen
To form a line of individuals who seek the opportunity to do or have something. - 61recommended retail price (RRPunverbindliche Preisempfehlung
Also known as the list price, the manufacturer's suggested retail price (MSRP), or the suggested retail price (SRP), the RRP is the price at which the manufacturer recommends that the retailer sell the product. The intention was to help to standardize prices among locations. - 62reputation managementReputationsmanagement
A public relations term referring to the practice of influencing and shaping individual or organisation's reputation. - 63social justicesoziale Gerechtigkeit
A state or doctrine of egalitarianism; a concept of fair and just relations between the individual and society, measured by the explicit and tacit terms for the distribution of wealth, opportunities for personal activity, and social privileges.. - 64spread positive/negative word-of-mouthMundpropaganda betreiben
Spread positive/negative messaging related to a brand, or its product or service. - 65stealth marketingverdecktes Marketing
Any marketing strategy that advertises a product to people without them knowing they are being marketed to (See also Buzz Marketing). There are many techniques in stealth marketing, the most common being product placement and undercover marketing. - 66sustainablenachhaltig
in environmental terms it is causing little or no damage to the environment and therefore able to continue for a long time: - 67telemarketingTelefonverkauf
The advertising or selling of goods or services by phone - 68USP (unique selling proposition/point)Alleinstellungsmerkmal, einmaliges Verkaufsargument
The factor that differentiates a product from its competitors, such as selling at the lowest cost, featuring the highest quality or being the first-ever product of its kind. A USP could be thought of as “what your product has that competitors don't.”