TEST II

 0    163 词汇卡    x_sloni_x
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问题 English 答案 English
name given to a product or a range of products
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a brand name
the legal protection for the brand it's logo and it's brand name
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the trademark
to make your brand different from other brands
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differentiate
how the consumers see the brand: the values they associate with it
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the brand image
one core concept which defines the brand
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the brand essence
the explicit promise the organization makes to its target audiences including employees about the quality and use of the brand
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the brand promise
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
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the brand vision
high quality brand more expensive than its competitors
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a premium brand
a brand that is cheaper than its competitors
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an economy brand
a brand that is made exclusively for the retailer that sells it
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an own brand/ an own-label brand/a private label brand
the best selling brand in a particular market
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a brand leader
a product that doesn't have a brand associated with it
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a no brand/ a generic brand
a well-known product that best represents the brand
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flagship
two brands working together to create a new product
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co-branding
the brand platform consists of... (5)
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the brand: vision, personality, mission, tone of voice, values
the application of marketing techniques to a brand
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brand management
shows how the brand will meet its objectives
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the brand strategy
what the brand does and how it acts in all advertising media
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brand behaviour
the exposure and interaction a consumer has with the brand
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brand experience
refers to a consistent approach to brand behavior and brand experiences across all possible touchpoints
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total branding
using the power of a brand name or part of a brand identity to build or launch another brand
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using brand leverage
protecting the value of the brand name
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maintaining brand equity
increasing the number of consumers who prefer the brand over another
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building brand preference
making sure your consumers want to buy your brand again and again
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building brand loyalty/ increasing brand retention
increasing the number of consumers who know about your brand
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building brand awareness
increasing the number of consumers who consider buying your brand
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building brand consideration
new product development (NPD) process - stages (6)
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1. idea generation 2. idea screening 3. concept development 4. concept testing 5. marketing strategy 6. business analysis
osiągalny, realny
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feasible
wejście na rynek (strategia)
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Route to Market
new product development (NPD) - 3 last stages
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1. product development and optimization 2. test marketing 3. commercialization
evaluating how a product smells tastes or feels
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a sensory research
dostroić (np. plan) (syn. adjust)
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fine-tune (the plan)
wejście na rynek nowego produktu lub usługi
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market rollout
the amount of time a new product or service spends in the development pipeline
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time to market
anything capable of satisfying a need or want
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a product
a group of closely related products which usually have the same function and are sold to the same customer groups through the same outlets
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a product line
the set of all the product lines and items offered by a company
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a product mix
cheap and simple "low involvement" products which people use regularly and buy frequently with little effort without comparing alternatives
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convenience goods
durable goods with unique characteristics that informed customers have to go to a particular store to buy
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speciality goods
"high involvement" products for which consumers generally search for information, evaluate different models and compare prices and take time to make a selection
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shopping goods
the process of withdrawing products from the market when they are no longer profitable
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product elimination
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
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line-filling
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
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line-stretching
powiększać, zwiększać
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augment
udogodnienia kredytowe (możliwości płacenia kartą kredytową)
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credit facilities
product life cycle - stages (4)
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introduction, growth, maturity, decline
sztuczka, chwyt
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gimmick
przestarzały
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obsolete
the economic situation, and demographic, technological, political, cultural changes, and so on
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marketing environment
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
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market demand for a product
a company's plans regarding the marketing mix, including product features, price, expenditure on promotions, the allocation of resources, and so on
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marketing programme
a company's sales expressed as a percentage of the total sales of an industry
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market share
the limit approached by market demand, in a given environment, when additional marketing expenditure no longer produces a significant return
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market potential
the market demand that corresponds to a whole industry's planned level of marketing expenditure
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market forecast
the relationship between sales volume and a particular element of the marketing mix
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sales response function
the expected level of company sales based on a selected marketing plan and an assumed marketing environment
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sales forecast
figures set as goals for a company division, a product line, a sales team, individual sales representatives, etc.
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sales quotas
the limit approached by company demand as it increases its marketing effort relative to its competitors
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company potential
pośrednicy
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middlemen
nie wypalić (Am. slang)
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bomb
We tested it in France and it bombed completely
nalot; błyskawiczna kampania reklamowa
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blitz
namaczać; nasycać
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saturate
przystrzygać; zmniejszyć ofertę poprzez wycofanie przestarzałych produktów
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prune
strategia spijania śmietanki (ustalanie możliwie najwyższych cen na produkty innowacyjne w początkowej fazie sprzedaży)
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price skimming/ skim pricing/ skimming pricing strategy
a description of the characteristics of the customers of a particular product, in terms of age, class, income, and so on
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consumer profile
a group of shoppers who record their purchases of all or selected products, for use in market research
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consumer panel
Goods in everyday use such as food clothing household goods and services such as hairdressing retail banking and so on
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consumer goods
goods that last a long time, such as cars, 'white goods' (fridges, cookers), 'brown goods' (televisions, stereos) and so on
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consumer durables
how people in general feel about their job security future economic prospects and so on
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consumer confidence
how different people react to marketing stimuli, depending on their psychology, their cultural and social background, and their economic situation
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consumer behavior
the amount of money being spent on consumer goods and services, which fluctuates with recessions and booms
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consumer spending
the amount of money borrowed by people to buy goods and services, depending on confidence and the economic cycle
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consumer credit
the individuals and households that buy products for their own personal consumption
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consumer market
when customers refuse to buy the product of a company they disapprove of for ethical or political reasons
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consumer boycott
demographic market segmentation (5)
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age group, sex, religion or ethnicity, income, life cycle
psychographic market segmentation (3)
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education, attitudes and opinions, lifestyle
five market segments by Everett Rogers
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innovators, early adopters, early majority, late majority, laggards
people late in the life cycle
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the silver market
treating different customers differently
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one-to-one marketing/ Customer Relationship Management (CRM)
learning relationship - 4 basic implementation steps
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identify, differentiate, interact, customize
organizacja broniąca praw konsumenta
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consumer protection group/consumer watchdog
ujawniać (np. dane)
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disclose (data)
ujawnienie informacji
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disclosure of information
analizować dane
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analyse/mine the data
magazyn danych
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data warehouse
a data warehouse contains information from different databases
the process of gathering information about the market analyzing it and interpreting it
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marketing research
investigating the psychological reasons why individuals buy specific types of merchandise, or why they respond to specific advertising appeals
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motivation research
an analysis of the information you can find easily without leaving your desk
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desk (desktop) research/ secondary research
examples: the internet, books, newspapers, magazines, government statistics
involves talking to people and finding out what they think about a market, a product, a business sector, etc.
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field research/ primary research
usually carries out by market research institutes
using small group discussions or in-depth interviews with consumers to understand a problem better
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qualitative research
gathering large samples of data followed by statistical analysis or analyzing the data
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quantitative research
often used to investigate the findings from qualitative research
plural form of analysis
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analyses
small groups from the target group plus one moderator to mediate or run the session; the moderator prepares questions for the session
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focus groups
used to test ideas for new packaging, could be in a focus group
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package test
used to test what customers think about new flavors
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taste test
consumers try the products at home, in a real situation
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home test
questionnaire filled in by the respondent
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a self-administered questionnaire
questionnaire filled in on behalf of the respondent by an interviewer
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an interviewer-administered questionnaire
a person poses as a consumer and checks the level of service and hygiene in a restaurant, hotel or shop
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mystery shopping
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
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omnibus surveys
Research 2 - page 39B
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poczytaj, ciężko z tego zrobić fiszki
kapitałochłonny
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capital intensive
difficult task of reversing negative demand
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conversional marketing
necessary when there's no demand
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stimulational marketing
involves developing a product or service for which there is clearly a latent demand
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developmental marketing
involves revitalizing falling demand
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remarketing
involves altering the time pattern of irregular demand
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synchromarketing
a matter of retaining a current level of demand
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maintenance marketing
the attempt (by governments rather than private businesses) to reduce overfull demand, permanently or temporarily
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demarketing
the attempt to destroy unwholesome demand for products that are considered undesirable
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countermarketing
helping the client after the purchase
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support
the marketing mix - the Ps (original 4 + additional 4)
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●product ●price ●place ●promotion ●people ●physical presence ●process ●physical evidence
zauważalny, dostrzegalny
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tangible
agenci handlowi, pracownicy działu sprzedaży
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sales force
the four Cs
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1. customer needs 2. cost to user 3. convenience 4. communication
the four As
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1. acceptability 2. affordability 3. accessibility 4. awareness
the four Os
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1. objects 2. objectives 3. organization 4. operations
the steps a marketer takes in order to persuade customers to buy a product or service
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AIDA: attention, interest, desire, action
fashionable and attractive
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socially acceptable
a product respecting the laws of the country
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legally acceptable
expected earnings - syn.
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revenue objectives
the most flexible and adjustable part of the marketing mix
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price
internal factors that affect price (3)
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profitabilitt, market share, consistency with marketing strategy
external factors that affect price (3)
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elasticity of demand, customer expectations, competitors' products
setting a price - stages (5)
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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
what the market is willing to pay
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backward pricing
standard adjustments (4)
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●quantity discount ●trade discount ●special segment discount (eg. students) ●geographical pricing
promotional pricing - options (5)
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●markdown ●free product ●sales promotion ●bundle pricing ●loss leader
obtain control or power
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gain a hold
using a high price where there is a substantial competitive advantage
rooms in Savoy hotels
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premium pricing
the price charged for products and services is set artificially low in order to gain market share
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penetration pricing
marketing and manifacturing costs are kept to a minimum
Supermarkets often have economic brands for soups, spaghetti, etc
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exonomy pricing
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
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price skimming
the consumer responds on an emotional, rather than rational, basis
charging 99 cents instead of 1 dollar
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psychological pricing
companies will charge a premium price where the consumer cannot choose a competitive product
football stadium
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captive product pricing
sellers combine several products in the same package
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product bundle pricing
pricing considerations (7)
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●alternative solutions ●ease of comparison ●unique benefits /unique selling points (USPs) ●monetary significance ●demand ●price sensitivity ●complementary costs
concede or yield an argument (phrasal verb)
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back down from (your previous position)
reach or come to (phr. v.)
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arrive at (different figure)
prepare (plans, documents) (phr. v.)
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draw up (a new proposal)
disapprove of (phr. v.)
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frown on
progress or advance (in a job) (phr. v.)
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go on with (the task in hand)
compromise (phr. v.)
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meet halfway
SWOT analysis - components
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Strengths Weaknesses Opportunities Threats
it describes how a company will position itself and the products it sells or the services it provides in the competitive marketplace
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marketing strategy
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
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marketing plan
developing a marketing plan - stages (5)
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AOSTC: analysis, objectives, strategies, tactics, control
analysis - components
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current market situation, competitor analysis, product/service analysis, target market
objectives - components
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marketing goals, set SMART objectives
SMART - specific, measurable, achievable, realistic, timed
strategies - def.
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the approach to meeting the objectives
tactics - def.
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convert your strategy into the marketing mix, including the 4 Ps
control - component
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tracking
a summary of the marketing plan
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the executive summary
businesses that sell goods or merchandise to individual consumers
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retailers
consumers who buy various competing products rather than being loyal to a particular brand
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brand-switchers
all the companies or individuals involved in moving goods or services from producers to consumers
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distribution channel
an intermediary that stocks manufacturers' goods or merchandise, and sells it to retailers and professional buyers
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wholesaler
possibilities of fillling unsatisfied needs in sectors in which a company can profitably produce goods or services
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market opportunities
someone who contracts existing and potential customers, and tries to persuade them to buy goods or services
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sales representative/ sales rep
introduction stage - characteristics (sales, costs, prices, promotion)
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sales volume is low, costs are high, high skim pricing/low penetration pricing, promotion aimed at educating potential consumers
growth stage - characteristics (sales, costs, prices, promotion)
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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
maturity stage - characteristics (sales, costs, prices, promotion)
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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
decline stage - characteristics (sales, costs, prices, promotion)
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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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