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name given to a product or a range of products 开始学习
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the legal protection for the brand it's logo and it's brand name 开始学习
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to make your brand different from other brands 开始学习
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how the consumers see the brand: the values they associate with it 开始学习
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one core concept which defines the brand 开始学习
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the explicit promise the organization makes to its target audiences including employees about the quality and use of the brand 开始学习
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it communicates where the brand is and where the brand can go; it talks about the values the brand has today and the values it will need in the future 开始学习
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high quality brand more expensive than its competitors 开始学习
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a brand that is cheaper than its competitors 开始学习
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a brand that is made exclusively for the retailer that sells it 开始学习
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an own brand/ an own-label brand/a private label brand
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the best selling brand in a particular market 开始学习
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a product that doesn't have a brand associated with it 开始学习
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a no brand/ a generic brand
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a well-known product that best represents the brand 开始学习
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two brands working together to create a new product 开始学习
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the brand platform consists of... (5) 开始学习
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the brand: vision, personality, mission, tone of voice, values
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the application of marketing techniques to a brand 开始学习
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shows how the brand will meet its objectives 开始学习
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what the brand does and how it acts in all advertising media 开始学习
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the exposure and interaction a consumer has with the brand 开始学习
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refers to a consistent approach to brand behavior and brand experiences across all possible touchpoints 开始学习
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using the power of a brand name or part of a brand identity to build or launch another brand 开始学习
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protecting the value of the brand name 开始学习
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increasing the number of consumers who prefer the brand over another 开始学习
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building brand preference
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making sure your consumers want to buy your brand again and again 开始学习
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building brand loyalty/ increasing brand retention
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increasing the number of consumers who know about your brand 开始学习
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increasing the number of consumers who consider buying your brand 开始学习
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building brand consideration
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new product development (NPD) process - stages (6) 开始学习
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1. idea generation 2. idea screening 3. concept development 4. concept testing 5. marketing strategy 6. business analysis
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开始学习
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wejście na rynek (strategia) 开始学习
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new product development (NPD) - 3 last stages 开始学习
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1. product development and optimization 2. test marketing 3. commercialization
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evaluating how a product smells tastes or feels 开始学习
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dostroić (np. plan) (syn. adjust) 开始学习
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wejście na rynek nowego produktu lub usługi 开始学习
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the amount of time a new product or service spends in the development pipeline 开始学习
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anything capable of satisfying a need or want 开始学习
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a group of closely related products which usually have the same function and are sold to the same customer groups through the same outlets 开始学习
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the set of all the product lines and items offered by a company 开始学习
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cheap and simple "low involvement" products which people use regularly and buy frequently with little effort without comparing alternatives 开始学习
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durable goods with unique characteristics that informed customers have to go to a particular store to buy 开始学习
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"high involvement" products for which consumers generally search for information, evaluate different models and compare prices and take time to make a selection 开始学习
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the process of withdrawing products from the market when they are no longer profitable 开始学习
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adding further items in that part of a product range which a line already covers, in order to compete in competitors' niches, to utilize excess production capacity, and so on 开始学习
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lengthening a company's product line, either moving up-market or down-market in order to reach new customers, to enter growing or more profitable market segments, to react to competitors' initiatives, and so on 开始学习
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开始学习
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udogodnienia kredytowe (możliwości płacenia kartą kredytową) 开始学习
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product life cycle - stages (4) 开始学习
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introduction, growth, maturity, decline
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开始学习
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开始学习
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the economic situation, and demographic, technological, political, cultural changes, and so on 开始学习
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the total volume that would be bought by a particular customer group or market segment in a particular geographical area and period of time, in a defined marketing environment under a defined marketing programme 开始学习
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market demand for a product
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a company's plans regarding the marketing mix, including product features, price, expenditure on promotions, the allocation of resources, and so on 开始学习
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a company's sales expressed as a percentage of the total sales of an industry 开始学习
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the limit approached by market demand, in a given environment, when additional marketing expenditure no longer produces a significant return 开始学习
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the market demand that corresponds to a whole industry's planned level of marketing expenditure 开始学习
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the relationship between sales volume and a particular element of the marketing mix 开始学习
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the expected level of company sales based on a selected marketing plan and an assumed marketing environment 开始学习
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figures set as goals for a company division, a product line, a sales team, individual sales representatives, etc. 开始学习
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the limit approached by company demand as it increases its marketing effort relative to its competitors 开始学习
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开始学习
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开始学习
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We tested it in France and it bombed completely
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nalot; błyskawiczna kampania reklamowa 开始学习
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开始学习
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przystrzygać; zmniejszyć ofertę poprzez wycofanie przestarzałych produktów 开始学习
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strategia spijania śmietanki (ustalanie możliwie najwyższych cen na produkty innowacyjne w początkowej fazie sprzedaży) 开始学习
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price skimming/ skim pricing/ skimming pricing strategy
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a description of the characteristics of the customers of a particular product, in terms of age, class, income, and so on 开始学习
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a group of shoppers who record their purchases of all or selected products, for use in market research 开始学习
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Goods in everyday use such as food clothing household goods and services such as hairdressing retail banking and so on 开始学习
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goods that last a long time, such as cars, 'white goods' (fridges, cookers), 'brown goods' (televisions, stereos) and so on 开始学习
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how people in general feel about their job security future economic prospects and so on 开始学习
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how different people react to marketing stimuli, depending on their psychology, their cultural and social background, and their economic situation 开始学习
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the amount of money being spent on consumer goods and services, which fluctuates with recessions and booms 开始学习
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the amount of money borrowed by people to buy goods and services, depending on confidence and the economic cycle 开始学习
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the individuals and households that buy products for their own personal consumption 开始学习
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when customers refuse to buy the product of a company they disapprove of for ethical or political reasons 开始学习
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demographic market segmentation (5) 开始学习
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age group, sex, religion or ethnicity, income, life cycle
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psychographic market segmentation (3) 开始学习
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education, attitudes and opinions, lifestyle
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five market segments by Everett Rogers 开始学习
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innovators, early adopters, early majority, late majority, laggards
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people late in the life cycle 开始学习
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treating different customers differently 开始学习
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one-to-one marketing/ Customer Relationship Management (CRM)
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learning relationship - 4 basic implementation steps 开始学习
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identify, differentiate, interact, customize
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organizacja broniąca praw konsumenta 开始学习
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consumer protection group/consumer watchdog
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开始学习
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开始学习
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disclosure of information
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开始学习
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开始学习
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a data warehouse contains information from different databases
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the process of gathering information about the market analyzing it and interpreting it 开始学习
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investigating the psychological reasons why individuals buy specific types of merchandise, or why they respond to specific advertising appeals 开始学习
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an analysis of the information you can find easily without leaving your desk 开始学习
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desk (desktop) research/ secondary research examples: the internet, books, newspapers, magazines, government statistics
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involves talking to people and finding out what they think about a market, a product, a business sector, etc. 开始学习
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field research/ primary research usually carries out by market research institutes
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using small group discussions or in-depth interviews with consumers to understand a problem better 开始学习
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gathering large samples of data followed by statistical analysis or analyzing the data 开始学习
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often used to investigate the findings from qualitative research
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开始学习
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small groups from the target group plus one moderator to mediate or run the session; the moderator prepares questions for the session 开始学习
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used to test ideas for new packaging, could be in a focus group 开始学习
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used to test what customers think about new flavors 开始学习
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consumers try the products at home, in a real situation 开始学习
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questionnaire filled in by the respondent 开始学习
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a self-administered questionnaire
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questionnaire filled in on behalf of the respondent by an interviewer 开始学习
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an interviewer-administered questionnaire
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a person poses as a consumer and checks the level of service and hygiene in a restaurant, hotel or shop 开始学习
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a market research institute carries out research for several companies at the same time; a long survey is given to respondents; some institutes have a panel of existing respondents who are accustomed to answering the surveys 开始学习
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开始学习
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poczytaj, ciężko z tego zrobić fiszki
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开始学习
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difficult task of reversing negative demand 开始学习
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necessary when there's no demand 开始学习
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involves developing a product or service for which there is clearly a latent demand 开始学习
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involves revitalizing falling demand 开始学习
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involves altering the time pattern of irregular demand 开始学习
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a matter of retaining a current level of demand 开始学习
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the attempt (by governments rather than private businesses) to reduce overfull demand, permanently or temporarily 开始学习
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the attempt to destroy unwholesome demand for products that are considered undesirable 开始学习
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helping the client after the purchase 开始学习
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the marketing mix - the Ps (original 4 + additional 4) 开始学习
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●product ●price ●place ●promotion ●people ●physical presence ●process ●physical evidence
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开始学习
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agenci handlowi, pracownicy działu sprzedaży 开始学习
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开始学习
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1. customer needs 2. cost to user 3. convenience 4. communication
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开始学习
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1. acceptability 2. affordability 3. accessibility 4. awareness
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开始学习
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1. objects 2. objectives 3. organization 4. operations
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the steps a marketer takes in order to persuade customers to buy a product or service 开始学习
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AIDA: attention, interest, desire, action
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fashionable and attractive 开始学习
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a product respecting the laws of the country 开始学习
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开始学习
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the most flexible and adjustable part of the marketing mix 开始学习
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internal factors that affect price (3) 开始学习
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profitabilitt, market share, consistency with marketing strategy
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external factors that affect price (3) 开始学习
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elasticity of demand, customer expectations, competitors' products
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setting a price - stages (5) 开始学习
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1. examine marketing objectives 2. determine an initial price 3. set standard adjustments 4. determine promotional pricing 5. state payment options
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what the market is willing to pay 开始学习
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开始学习
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●quantity discount ●trade discount ●special segment discount (eg. students) ●geographical pricing
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promotional pricing - options (5) 开始学习
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●markdown ●free product ●sales promotion ●bundle pricing ●loss leader
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开始学习
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using a high price where there is a substantial competitive advantage 开始学习
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the price charged for products and services is set artificially low in order to gain market share 开始学习
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marketing and manifacturing costs are kept to a minimum Supermarkets often have economic brands for soups, spaghetti, etc 开始学习
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charge a high price because you have a new product type; however, the high price attracts new competitors into the market, and the price falls due to increased supply dvd players were launched with this strategy 开始学习
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the consumer responds on an emotional, rather than rational, basis charging 99 cents instead of 1 dollar 开始学习
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companies will charge a premium price where the consumer cannot choose a competitive product 开始学习
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sellers combine several products in the same package 开始学习
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pricing considerations (7) 开始学习
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●alternative solutions ●ease of comparison ●unique benefits /unique selling points (USPs) ●monetary significance ●demand ●price sensitivity ●complementary costs
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concede or yield an argument (phrasal verb) 开始学习
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back down from (your previous position)
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reach or come to (phr. v.) 开始学习
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arrive at (different figure)
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prepare (plans, documents) (phr. v.) 开始学习
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开始学习
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progress or advance (in a job) (phr. v.) 开始学习
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go on with (the task in hand)
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开始学习
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SWOT analysis - components 开始学习
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Strengths Weaknesses Opportunities Threats
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it describes how a company will position itself and the products it sells or the services it provides in the competitive marketplace 开始学习
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a written document which details the marketing method selected and specific marketing actions or marketing activities; it also examines the resources needed to achieve specified marketing objectives 开始学习
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developing a marketing plan - stages (5) 开始学习
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AOSTC: analysis, objectives, strategies, tactics, control
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开始学习
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current market situation, competitor analysis, product/service analysis, target market
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开始学习
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marketing goals, set SMART objectives SMART - specific, measurable, achievable, realistic, timed
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开始学习
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the approach to meeting the objectives
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开始学习
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convert your strategy into the marketing mix, including the 4 Ps
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开始学习
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a summary of the marketing plan 开始学习
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businesses that sell goods or merchandise to individual consumers 开始学习
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consumers who buy various competing products rather than being loyal to a particular brand 开始学习
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all the companies or individuals involved in moving goods or services from producers to consumers 开始学习
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an intermediary that stocks manufacturers' goods or merchandise, and sells it to retailers and professional buyers 开始学习
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possibilities of fillling unsatisfied needs in sectors in which a company can profitably produce goods or services 开始学习
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someone who contracts existing and potential customers, and tries to persuade them to buy goods or services 开始学习
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sales representative/ sales rep
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introduction stage - characteristics (sales, costs, prices, promotion) 开始学习
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sales volume is low, costs are high, high skim pricing/low penetration pricing, promotion aimed at educating potential consumers
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growth stage - characteristics (sales, costs, prices, promotion) 开始学习
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sales volume increases significantly, costs are reduced due to economies of scale, price can remain unchanged (competitors aren't usually well established yet), promotion aimed at much broader audience
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maturity stage - characteristics (sales, costs, prices, promotion) 开始学习
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sales volume peaks, new costs (the product's features may have to be changed so that it differs from competing brands), prices may have to be reduced (competitors are well established in the market), promotion emphasizes product differentiation
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decline stage - characteristics (sales, costs, prices, promotion) 开始学习
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sales volume begins to go down, either costs are too high compared to sales or the company continues to offer the product to loyal customers but reduces costs to a minimum, the price is either maintained or greatly reduced to liquidate stock, no promotion
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