Δευτέρα 27 Αυγούστου 2007

Ορολογία Μάρκετινγκ στα αγγλικά. (W)

W

Want
The form taken by a human need as shaped by culture and individual personality.

Wheel of retailing concept A concept of retailing that states that new types of retailers usually begin as low-margin, low-price, low-status operations but later evolve into higher-priced, higher-service operations, eventually becoming like the conventional retailers they replaced.

Wholesaler A firm engaged primarily in wholesaling activity.

Wholesaling All activities involved in selling goods and services to those buying for resale or business use.

Word-of-mouth influence Personal communication about a product between target buyers and neighbors, friends, family members, and associates.

Workload approach An approach to setting sales force size in which the company groups accounts into different size classes and then determines how many salespeople are needed to call on them the desired number of times.

Ορολογία Μάρκετινγκ στα αγγλικά. (U)

U
Undifferentiated marketing
A market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer.

Uniform-delivered pricing A geographical pricing strategy in which the company charges the same price plus freight to all customers, regardless of their location.

Unsought product Consumer product that the consumer either does not know about or knows about but does not normally think of buying.

Users Members of the organization who will use the product or service; users often initiate the buying proposal and help define product specifications.

Τετάρτη 22 Αυγούστου 2007

Ορολογία Μάρκετινγκ στα αγγλικά. (T)

T

Target costing
Pricing that starts with an ideal selling price, then targets costs that will ensure that the price is met.

Target market A set of buyers sharing common needs or characteristics that the company decides to serve.

Tariff A tax levied by a government against certain imported products. Tariffs are designed to raise revenue or to protect domestic firms.

Team selling Using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts.

Technological environment Forces that create new technologies, creating new product and market opportunities.

Telemarketing Using the telephone to sell directly to customers.

Territorial sales force structure A sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company’s full line.

Test marketing The stage of new-product development in which the product and marketing program are tested in more realistic market settings.

Third-party logistics provider An independent logistics provider that performs any or all of the functions required to get its clients’ product to market.

Total costs The sum of the fixed and variable costs for any given level of production.

Total customer cost The total of all the monetary, time, energy, and psychic costs associated with a marketing offer.

Total market demand The total volume of a product or service that would be bought by a defined consumer group in a defined geographic area in a defined time period in a defined marketing environment under a defined level and mix of industry marketing effort.

Total quality management (TQM) Programs designed to constantly improve the quality of products, services, and marketing processes.

Transaction A trade of values between two parties.

Κυριακή 19 Αυγούστου 2007

Ορολογία Μάρκετινγκ στα αγγλικά.

S

Sales force management The analysis, planning, implementation, and control of sales force activities. It includes setting and designing sales force strategy; and recruiting, selecting, training, compensating, supervising, and evaluating the firm’s salespeople.

Sales promotion Shortterm incentives to encourage the purchase or sale of a product or service.

Sales quotas Standards set for salespeople, stating the amount they should sell and how sales should be divided among the company’s products.

Salesperson An individual acting for a company by performing one or more of the following activities: prospecting, communicating, servicing, and information gathering.

Sample A segment of the population selected for marketing research to represent the population as a whole; an offer of a trial amount of a product.

Seasonal discount A price reduction to buyers who purchase merchandise or services out of season.

Secondary data Information that already exists somewhere, having been collected for another purpose.

Segment marketing Isolating broad segments that make up a market and adapting the marketing to match the needs of one or more segments.

Segmented pricing Selling a product or service at two or more prices, where the difference in prices is not based on differences in costs.

Selective demand The demand for a given brand of a product or service.

Selective distribution The use of more than one, but fewer than all, of the intermediaries who are willing to carry the company’s products.

Selling concept The idea that consumers will not buy enough of the organization’s products unless the organization undertakes a large-scale selling and promotion effort.

Selling process The steps that the salesperson follows when selling, which include prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objections, closing, and follow-up.

Sense-of-mission marketing A principle of enlightened marketing that holds that a company should define its mission in broad social terms rather than narrow product terms.

Sequential product development A new-product development approach in which one company department works to complete its stage of the process before passing the new product along to the next department and stage.

Service Any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything.

Service inseparability A major characteristic of services—they are produced and consumed at the same time and cannot be separated from their providers, whether the providers are people or machines.

Service intangibility A major characteristic of services—they cannot be seen, tasted, felt, heard, or smelled before they are bought.

Service perishability A major characteristic of services—they cannot be stored for later sale or use.

Service-profit chain The chain that links service firm profits with employee and customer satisfaction.

Service variability A major characteristic of services—their quality may vary greatly, depending on who provides them and when, where, and how.

Shopping center A group of retail businesses planned, developed, owned, and managed as a unit.

Shopping product Consumer good that the customer, in the process of selection and purchase, characteristically compares on such bases as suitability, quality, price, and style.

Simultaneous (or team-based) product development An approach to developing new products in which various company departments work closely together, overlapping the steps in the prod¬uct development process to save time and increase effectiveness.

Single-source data systems Electronic monitoring systems that link consumers’ exposure to television advertising and promotion (measured using television meters) with what they buy in stores (measured using store checkout scanners).

Slotting fees Payments demanded by retailers before they will accept new products and find “slots” for them on the shelves.

Social classes Relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors.

Social marketing The design, implementation, and control of programs seeking to increase the acceptability of a social idea, cause, or practice among a target group.

Societal marketing A principle of enlightened marketing that holds that a company should make marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests.

Societal marketing concept The idea that the organization should determine the needs, wants, and interests of target markets and deliver the desired satisfactions more effectively and efficiently than do competitors in a way that maintains or improves the consumer’s and society’s well-being.

Specialty product Consumer product with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.

Specialty store A retail store that carries a narrow product line with a deep assortment within that line.

Standardized marketing mix An international marketing strategy for using basically the same product, advertising, distribution channels, and other elements of the marketing mix in all the company’s international markets.

Straight product extension Marketing a product in a foreign market without any change.

Straight rebuy A business buying situation in which the buyer routinely reorders something without any modifications.

Strategic business unit (SBU) A unit of the company that has a separate mission and objectives and that can be planned independently from other company businesses. An SBU can be a company division, a product line within a division, or sometimes a single product or brand.

Strategic planning The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities. It involves defining a clear company mission, setting supporting objectives, designing a sound business portfolio, and coordinating functional strategies.

Style A basic and distinctive mode of expression.

Subculture A group of people with shared value systems based on common life experiences and situations.

Survey research The gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.

Systems buying Buying a packaged solution to a problem from a single seller, thus avoiding all the separate decisions involved in a complex buying situation.

Σάββατο 18 Αυγούστου 2007

Ορολογία Μάρκετινγκ στα αγγλικά. (R)

R

Reference prices Prices that buyers carry in their minds and refer to when they look at a given product.

Relationship marketing The process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders.

Retailer Business whose sales come primarily from retailing.

Retailing All activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use.

Return on investment (ROI) A common measure of managerial effectiveness—the ratio of net profit to investment.

Τρίτη 14 Αυγούστου 2007

Ορολογία Μάρκετινγκ στα αγγλικά.

Q

Quality The totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs.

Quantity discount A price reduction to buyers who buy large volumes.

Quota A limit on the amount of goods that an importing country will accept in certain product categories; it is designed to conserve on foreign exchange and to protect local industry and employment.

Κυριακή 5 Αυγούστου 2007

Ορολογία Μάρκετινγκ στα αγγλικά.

P

Packaging The activities of designing and producing the container or wrapper for a product.

Patronage reward Cash or other award for the regular use of a certain company’s products or services.

Percentage-of-sales method Setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price.

Perception The process by which people select, organize, and interpret information to form a meaningful picture of the world.

Performance review The stage of the business buying process in which the buyer rates its satisfaction with suppliers, deciding whether to continue, modify, or drop them.

Personal selling Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.

Personality A person’s distinguishing psychological characteristics that lead to relatively consistent and lasting responses to his or her own environment.

Physical distribution (marketing logistics) The tasks involved in planning, implementing, and controlling the physical flow of materials, final goods, and related information from points of origin to points of consumption to meet customer requirements at a profit.

Point-of-purchase (POP) promotion Display and demonstration that takes place at the point of purchase or sale.

Political environment Laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society.

Portfolio analysis A tool by which management identifies and evaluates the various businesses that make up the company.

Postpurchase behavior The stage of the buyer decision process in which consumerstake further action after purchase based on their satisfaction or dissatisfaction.

Preapproach The step in the selling process in which the salesperson learns as much as possible about a prospective cus¬tomer before making a sales call.

Premium Good offered either free or at low cost as an incentive to buy a product.

Presentation The step in the selling process in which the salesperson tells the product “story” to the buyer, showing how the product will make or save money for the buyer.

Price The amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or service.

Price elasticity A measure of the sensitivity of demand to changes in price.

Price pack (cents-off deal) Reduced price that is marked by the producer directly on the label or package.

Primary data Information collected for the specific purpose at hand.

Primary demand The level of total demand for all brands of a given product or service—for example, the total demand for motorcycles.

Private brand (or store brand) A brand created and owned by a reseller of a product or service.

Problem recognition The first stage of the business buying process in which someone in the company recognizes a problem or need that can be met by acquiring a good or a service.

Product Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. It includes physical objects, services, events, persons, places, organizations, and ideas.

Product adaptation Adapting a product to meet local conditions or wants in foreign markets.

Product bundle pricing Combining several products and offering the bundle at a reduced price.

Product concept The idea that consumers will favor products that offer the most quality, performance, and features and that the organization should therefore devote its energy to making continuous product improvements.

Product development A strategy for company growth by offering modified or new products to current market segments. Developing the product concept into a physical product in order to ensure that the product idea can be turned into a workable product.

Product invention Creating new products or services for foreign markets.

Product life cycle (PLC) The course of a product’s sales and profits over its lifetime. It involves five distinct stages: product development, introduction, growth, maturity, and decline.

Product line A group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges.

Product line pricing Setting the price steps between various products in a product line based on cost differences between the products, customer evaluations of different features, and competitors’ prices.

Product-market expansion grid A portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversification.

Product mix / assortment The set of all product lines and items that a particular seller offers for sale.

Product position The way the product is defined by consumers on important attributes—the place the product occupies in consumers’ minds relative to competing products.

Product quality The ability of a product to perform its functions; it includes the product’s overall durability, reliability, precision, ease of operation and repair, and other valued attributes.

Product sales force structure A sales force organization under which salespeople specialize in selling only a portion of the company’s products or lines.

Product specification The stage of the business buying process in which the buying organization decides on and specifies the best technical product characteristics for a needed item.

Production concept The philosophy that consumers will favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency.

Promotional pricing Temporarily pricing products below the list price, and sometimes even below cost, to increase short-run sales.

Proposal solicitation The stage of the business buying process in which the buyer invites qualified suppliers to submit proposals.

Prospecting The step in the selling process in which the salesperson identifies qualified potential customers.

Psychographic segmentation Dividing a market into different groups based on social class, lifestyle, or personality characteristics.

Psychological pricing A pricing approach that considers the psychology of prices and not simply the economics; the price is used to say something about the product.

Public Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives.

Public relations Building good relations with the company’s various publics by obtaining favorable publicity, building up a good “corporate image,” and handling or heading off unfavorable rumors, stories, and events. Major PR tools include press relations, product publicity, corporate communications, lobbying, and public service.

Pull strategy A promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers.

Purchase decision The stage of the buyer decision process in which the consumer actually buys the product.

Push strategy A promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to wholesalers, the wholesalers promote to retailers, and the retailers promote to consumers.

Πέμπτη 2 Αυγούστου 2007

Το μέγεθος της αγοράς

Η έννοια της δυναμικότητας της αγοράς, περιλαμβάνει δύο σημαντικές διαστάσεις, αυτή της πραγματικής αγοράς, και αυτή της δυνητικής αγοράς, ενώ η μεγέθυνση της αγοράς, προσπαθεί να πετύχει την κάλυψη της.

Οι διαστάσεις της αγοράς δεν είναι δοσμένες, αλλά παρουσιάζουν κινητικότητα, με την έννοια ότι η ικανοποιημένη ζήτηση, δεν είναι ίδια με την πραγματική ζήτηση, και αντίστροφα, οι πραγματικές πωλήσεις, δεν είναι αυτόματα ίσες με τις δυνητικές πωλήσεις.

Υποθέτουμε ότι έχουμε ένα προϊόν, το οποίο απευθύνεται σε μια αγορά 540.000 καταναλωτών, αλλά καταναλώνεται μόνο από 320.000, ενώ η ανά άτομο κατανάλωση είναι 15 κιλά, σε σχέση με τον ευρωπαϊκό μέσο όρο που είναι 20 κιλά/ άτομο.

Υποθέτουμε ότι η επιχείρηση έχει την δυνατότητα, να αυξήσει την παραγωγή της, προκειμένου να ικανοποιήσει σε ένα άριστο επίπεδο, όλες τις απαιτήσεις, τόσο των πραγματικών καταναλωτών, όσο και εκείνων, που τώρα δεν καταναλώνουν το προϊόν.

Από τα στοιχεία που έχουμε προκύπτει, το μέγεθος της πραγματικής αγοράς είναι 4.800.000 κιλά, ενώ της πραγματικής αγοράς 10.800.000 κιλά.

Η μεγέθυνση της αγοράς μέχρι της δυνητικές διαστάσεις, σε απόλυτο μέγεθος είναι 6.000.000 κιλά, ή ποσοστιαία 125%

Τετάρτη 1 Αυγούστου 2007

Ανάλυση δομής της αγοράς.

Η ανάλυση της δομής της αγοράς είναι η μελέτη των οργανωτικών χαρακτηριστικών της αγοράς, τα οποία παίζουν σημαντικό ρόλο και επηρεάζουν την λειτουργία μιας επιχείρησης.

Η δομής της αγοράς μπορεί να καθοριστεί σε σχέση με την σπουδαιότητα που έχουν οι μεμονωμένες επιχειρήσεις, ή οι κλάδοι σε μια οικονομία.

Ο ποιο συνηθισμένος τρόπος εκτίμησης της σπουδαιότητας ενός κλάδου σε μια αγορά είναι

α. έχοντας σαν κριτήριο τις εκροές, προστιθέμενη αξία στον κλάδο (ή και τα καθαρά κέρδη του κλάδου) εκφρασμένη σε χρηματικές μονάδες, ή,

β. Την ποσότητα κάποιων από των εισροών που χρησιμοποιεί ο κλάδος (συνήθως εργατική δύναμη)

Οι διαστάσεις της δομής της αγοράς που είναι χρήσιμες στην ανάλυση μας, είναι:

· ο βαθμός συγκέντρωσης (seller and buyer concentration)

· η διαφοροποίηση της παραγωγής (product differentiation)

· η ευκολία πρόσβασης στην αγορά (height of barriers to entry into)

Ο βαθμός συγκέντρωσης της αγοράς, αναφέρεται στον αριθμό και στο μερίδιο της αγοράς κάθε μιας από τις επιχειρήσεις που δραστηριοποιούνται σε μια αγορά.

Μπορούμε να εκτιμήσουμε τον βαθμό συγκέντρωσης των εκροών που καταγράφει το μερίδιο αγοράς το οποίο οι 3 ή 5 μεγαλύτερες εταιρείες του κλάδου κατέχουν σε σύγκριση με το σύνολο του κλάδου και τον βαθμό συγκέντρωσης των εισροών, καταγράφοντας, τον αριθμό και το μέγεθος των επιχειρήσεων (σε σχέση με το σύνολο του κλάδου) που χρησιμοποιούν μια κάποια εισροή

Η διαφοροποίηση του προϊόντος, αναφέρεται στον αριθμό και την διαφορετικότητα των προϊόντων τα οποία διακινούνται σε μια αγορά (ή κλάδο)

Η ευκολία πρόσβασης, μπορεί να οριστεί σαν τα εμπόδια που συναντά μια καινούργια επιχείρηση, προκειμένου να δραστηριοποιηθεί σε μια αγορά, και συνήθως παίρνουν τις παρακάτω μορφές:

Νομικά εμπόδια (κατοχύρωση πατέντας, ή άλλα νομικά εμπόδια)

Συγκριτικά πλεονεκτήματα (πχ. το κόστος λειτουργίας μιας ήδη υπάρχουσας εταιρείας είναι μικρότερο από μιας νέας΄)

Η αφοσίωση των καταναλωτών (buyer loyalty), σε συγκεκριμένα προϊόντα μιας επιχείρησης, ή σε ένα συγκεκριμένο προϊόν.

MYSTERY SHOPPING, ΕΡΕΥΝΑ ΑΓΟΡΑΣ, MARKETING CONSULTING , ΔΑΝΕΙΑ ΕΠΙΧΕΙΡΗΣΕΩΝ, MARKETING PLAN