Ορολογία Μάρκετινγκ στα αγγλικά.

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Objective-and-task method Developing the promotion budget by (1) defining specific objectives, (2) determining the tasks that must be performed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget.

Observational research The gathering of primary data by observing relevant people, actions, and situations.

Occasion segmentation Dividing the market into groups according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item.

Off-price retailer Retailer that buys at less-than-regular wholesale prices and sells at less than retail. Examples are factory outlets, independents, and warehouse clubs.

Online marketing Marketing conducted through interactive online computer systems, which link consumers with sellers electronically.

Operating ratios Ratios of selected operating statement items to net sales that allow marketers to compare the firm’s performance in one year with that in previous years (or with industry standards and competitors in the same year).

Operating statement (profit-and-loss statement, income statement) A financial statement that shows company sales, cost of goods sold, and expenses during a given period of time.

Opinion leader Person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts influence on others.

Optional-product pricing The pricing of optional or accessory products along with a main product.

Order-routine specification The stage of the business buying process in which the buyer writes the final order with the chosen supplier(s), listing the technical specifications, quantity needed, expected time of delivery, return policies, and warranties.

Outside sales force Also known as field sales force. Outside salespeople who travel to call on customers.