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Các thuật ngữ bắt đầu bằng ký tự "C"
Cash Cows
A term used in the Boston Group Matrix. Cash cows are low-growth businesses or products
with a relatively high market share. These are mature, successful businesses with relatively
little need for investment. They need to be managed for continued profit - so that they
continue to generate the strong cash flows that the company needs for its Stars.
Channel conflict
Disagreement among members of a distribution channel about who should be paid what
and what roles each should play. Channel conflict often occurs when a business uses a
multi-channel approach to distribution
Cognitive dissonance
Cognitive dissonance is an customer effect commonly observed after a major purchase
whereby the customer feels uncertainty about whether the purchase should have been
made. Post-purchase promotion (particularly advertising) has a role to play to reduce the
incidence and effect of cognitive dissonance
Combination brand
A combination brand name brings together a family brand name and an individual brand
name. The idea here is to provide some association for the product with a strong family
brand name but maintaining some distinctiveness so that customers know what they are
getting
Competitive advantage
A competitive advantage is a clear performance differential over the competition on factors
that are important to customers
Competitor benchmarking
Competitor benchmarking compares customer satisfaction with the products, services and
relationships of the business with those of key competitors
Consumer buyers
Consumer buyers are those who purchase items for their personal consumption
Consumer durables
Consumer durables have low volume but high unit value. Consumer durables are often
further divided into White goods (e.g. fridge-freezers; cookers; dishwashers; microwaves)
and Brown goods (e.g. DVD players; games consoles; personal computers)
Consumer markets
Consumer markets are the markets for products and services bought by individuals for their
own or family use
Continuous market research
Continuous research involves interviewing the same sample of people, repeatedly
Contribution
Contribution per unit can be defined as selling price less variable costs. Overall
contribution is the difference between total sales revenues and variable costs
Core product
The set of problem-solving or need-meeting benefits that customers are buying when they
purchase a product. Customers are rarely prepared to pay a premium for these elements of a
product.
Cost leadership
A strategy of producing goods at a lower cost than the competition. This usually requires
the business to enjoy higher economies of scale or have some kind of productivity
advantage
Cross-selling
Using a customer’s buying history to select them for related offers, e.g. a car alarm for new
car buyers.
Customer demand
Consumer demand is a want for a specific product supported by an ability and willingness
to pay for it.
Customer loyalty
Feelings or attitudes that incline a customer either to return to a company, shop or outlet to
purchase there again, or else to re-purchase a particular product, service or brand.
Customer need
A need is a basic requirement that an individual wishes to satisfy.
Customer satisfaction
The provision of goods or services which fulfil the customer’s expectations in terms of
quality and service, in relation to price paid
Customer wants
A want is a desire for a specific product or service to satisfy the underlying need.
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10-05-05, 18:23
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Các thuật ngữ bắt đầu bằng ký tự "D"
Decline stage
The last stage of a product's life cycle, during which sales fall rapidly
Demographic segmentation
Demographic segmentation consists of dividing the market into groups based on variables
such as age, gender family size, income, occupation, education, religion, race and
nationality
Depth interview
A lengthy, one-to-one structured interview, examining in detail a consumer's views about a
product
Differentiation
A marketing strategy aimed at ensuring that products and services have a unique element to
allow them to stand out from the rest
Direct mail
The delivery of an advertising or promotional message to customers or potential customers
by mail.
Direct marketing
The planned recording, analysis and tracking of customer behaviour to develop a relational
marketing strategies
Direct response advertising
Direct response advertising is that which incorporates a contact method such as a phone
number, address and enquiry form, web site URL or e-mail address. This is done with the
intention of encouraging the recipient to respond directly to the advertiser by requesting
more information, placing an order etc. The use of this technique on television is
commonly referred to as DRTV advertising
Distribution channel
The network of organisations necessary to distribute goods or services from the
manufacturers to the consumers; the distribution channel therefore potentially consists of
manufacturers, distributors, wholesalers, and retailers.
Distributors
Companies that buy and sell on their own account but tend to deal in the goods of only
certain specified manufacturers.
Divest
A strategy based on the Boston Matrix. Here the company can divest the SBU by phasing it
out or selling it - in order to use the resources elsewhere (e.g. investing in the more
promising "question marks").
Dogs
A term used in the Boston Group Matrix. Unsurprisingly, the term "dogs" refers to
businesses or products that have low relative share in unattractive, low-growth markets.
Dogs may generate enough cash to break-even, but they are rarely, if ever, worth investing
in.
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10-05-05, 18:27
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Các thuật ngữ bắt đầu bằng ký tự "E"
Early adopters
People who choose new products carefully and are often consulted by people from the
remaining adopter categories
Early majority
People who adopt products just prior to the average person
E-commerce
The use of technologies such as the Internet, electronic data exchange and industry
extranets to streamline business transactions
Endorsement
The promotion of some kind of product recommendation or affirmation, usually from a
celebrity, implying to the potential customer that a product is good
Expansionistic pricing
Expansionistic pricing is a more exaggerated form of penetration pricing and involves
setting very low prices aimed at establishing mass markets, possibly at the expense of other
suppliers. Under this strategy, the product enjoys a high price elasticity of demand so that
the adoption of a low price leads to significant increases in sales volumes
Extinction pricing
Extinction pricing has the overall objective of eliminating competition, and involves setting
very low prices in the short term in order to ‘under-cut’ competition, or alternatively repel
potential new entrants.
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10-05-05, 18:30
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Các thuật ngữ bắt đầu bằng ký tự "F"
Family brand name
A family brand name is used for all products. By building customer trust and loyalty to the
family brand name, all products that use the brand can benefit.
Family life cycle
The stages of family life based on demographic data that are useful in defining the markets
for certain goods and services. Each group has its own specific and distinguishable needs
and interests.
Fast-moving consumer goods
Fast-moving consumer goods are those that sell in high volumes, with low unit value, and
have fast consumer repurchase. Good examples include ready meals, baked beans,
newspapers etc.
Focus group
A small group of sample customers who are brought together into a group discussion to
measure their response to a marketing stimulus such as a new brand or product.
Forecasting
The process of estimating future demand by anticipating what buyers are likely to do under
a given set of marketing conditions (e.g. economic confidence, disposal income, pricing
levels).
Franchising
The selling of a licence by the owner (franchisor) to a third party (franchisee) permitting
the sale of a product or service for a specified period. In business format franchising the
agreement will involve a common brand and marketing format. Many service businesses
are operated under franchise include well-known brands such as Burger King, KFC and
KwikPrint.
Full cost pricing
Full cost plus pricing seeks to set a price that takes into account all relevant costs of
production.
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10-05-05, 18:36
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Các thuật ngữ bắt đầu bằng ký tự "G"
Gender segmentation
The segmentation of markets based on the sex of the customer. The cosmetic industry is a
good example of widespread use of gender segmentation
Geographic segmentation
Geographic segmentation divides markets into different geographical units
Going-rate pricing
A pricing strategy that sets price largely based on the prices of competitors
Growth stage
The stage at which a product's sales rise rapidly and profits reach a peak, before levelling
off into maturity.
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10-05-05, 18:40
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Các thuật ngữ bắt đầu bằng ký tự "H"
Harvest
A strategy based on the Boston Matrix. Here the company reduces the amount of
investment in order to maximise the short-term cash flows and profits from the SBU. This
may have the effect of turning Stars into Cash Cows.
Hold
A strategy based on the Boston Matrix. Here the company invests just enough to keep the
SBU in its present position.
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10-05-05, 18:43
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Các thuật ngữ bắt đầu bằng ký tự "K"
No terms currently available for the letter K
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10-05-05, 18:51
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Các thuật ngữ bắt đầu bằng ký tự "L"
Labelling
Packaging information that can be used for a variety of promotional, informational and
legal purposes.
Laggards
The group of consumers who are typically last to buy a new product
Late majority
People who are quite sceptical about new products but eventually adopt them because of
economic necessity or social pressure
Lifestyle
Lifestyle is a person’s pattern of living as expressed in his or her activities, interests and
opinions
Lifestyle segmentation
Lifestyle segmentation of a market is based on identifying lifestyle characteristics of
customers that enable target customer groups to be identified. Many businesses now
segment their markets by lifestyles, as these are increasingly seen as good predictors of
consumer behaviour. Most companies use off-the-shelf research-agency classifications
(such as the Target Group Index), because of the high cost and complexity of developing
their own.
Logo
A graphic, usually consisting of a symbol and/or group of letters that identifies a company
or brand.
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10-05-05, 18:57
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Các thuật ngữ bắt đầu bằng ký tự "M"
Macro forecasting
Macro forecasting is concerned with forecasting markets in total. This is about determining
the existing level of Market Demand and considering what will happen to market demand
in the future.
Mail panels
Groups of consumers selected to represent a market or market segment who agree to be
regularly interviewed by mail.
Manufacturer brand
Manufacturer brands are created by producers and bear their chosen brand name. The
producer is responsible for marketing the brand. The brand is owned by the producer. By
building their brand names, manufacturers can gain widespread distribution (for example
by retailers who want to sell the brand) and build customer.
Marker leader
The business in a market with the largest market share. The market leader, particularly one
with a dominant market share, is often “followed” by competitors in terms of pricing and
product strategy.
Market
A market is the demand for a particular product or service, often measured by sales during
a specified period.
Market challenger
A business in a market that is fighting hard to increase its market share.
Market concentration
Market concentration is the proportion of market value that is owned by the leading brands
or products/companies in the market. Where the market leaders own a large part of the
overall market, the market is said to be highly concentrated. By contrast, where the market
leader has a relatively small market share and there are many other competitors, a market is
said to be “fragmented”.
Market development
The process of growing sales by offering existing products (or new versions of them) to
new customer groups (as opposed to simply attempting to increase the company’s share of
current markets).
Market entry
The launch of a new product into a new or existing market. A different strategy is required
depending on whether the product is an early or late entrant to the market; the first entrant
usually has an automatic advantage, while later entrants need to demonstrate that their
products are better, cheaper and so on.
Market follower
A firm that is happy to follow the leaders in a market place without challenging them,
perhaps taking advantages of opportunities created by leaders without the need for much
marketing investment of its own - see also 'market challenger' and 'market leader'.
Market positioning
A marketing strategy that will position a business’ products and services against those of its
competitors in the minds of consumers. To achieve positioning success it is suggested that
there are four basic competitive strategies that a company can follow (based on work by
Porter):
- Cost leadership - the company tries to achieve lowest costs of production and distribution
- Differentiation - making use of specific marketing mixes
- Focus - paying attention to a few market segments
The fourth strategy is a losing strategy in which a business pursues a middle-of-the-road
path. Businesses that try to be good at everything are rarely particularly good at anything.
Market research
The systematic gathering, recording and analysing of data about problems relating to the
marketing of goods and services.
Market segment
A customer group within the market that has special characteristics which are significant to
marketing strategy.
Market segmentation
Segmentation involves subdividing markets, channels or customers into groups with
different needs, to deliver tailored propositions which meet these needs as precisely as
possible.
Market share
Market share can be defined as the percentage of all sales within a market that is held by
one brand / product or company.
Market targeting
Market targeting is the process of evaluating each market segment and selecting the most
attractive segments to enter with a particular product or product line.
Marketing
The all-embracing function that links the business with customer needs and wants in order
to get the right product to the right place at the right time”.
Marketing audit
A systematic examination of a business’s marketing environment, objectives, strategies,
and activities with a view to identifying key strategic issues, threats and opportunities.
Marketing concept
The marketing concept is about matching a business’ capabilities with customer wants.
Marketing intelligence
The composite of all data and ideas available within an organisation that assists in decision-
making.
Marketing plan
A detailed statement (usually prepared annually) of how a company's marketing mix will
be used to achieve its market objectives. A marketing plan is usually prepared following a
marketing audit.
Maturity stage
The stage during which a product's sales curve peaks and starts to decline, and profits
continue to decline.
Media analysis
Media analysis is a term used in advertising. It refers to an investigation into the relative
effectiveness and the relative costs of using the various advertising media in an advertising
campaign.
Micro forecasting
Micro forecasting is concerned with detailed unit sales forecasts. This is about determining
a product’s market share in a particular industry and considering what will happen to that
market share in the future.
Mission
A mission describes the organisation’s basic function in society, in terms of the products
and services it produces for its customers.
Mission statement
A mission statement is a formal description of the mission of a business.
Multi-channel marketing
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