Διακομματική συναίνεση για διαφάνεια στα γκάλοπ

Ο υπουργός Επικρατείας παρουσίασε χθες το νομοσχέδιο για τις δημοσκοπήσεις. Προβλέπει υψηλά πρόστιμα σε όσους δεν σέβονται τη δεοντολογία.

Θετικές ήταν οι αντιδράσεις των κομμάτων της αντιπολίτευσης σε ό,τι αφορά το περιεχόμενο του νομοσχεδίου που παρουσίασε χθες ο υπουργός Επικρατείας Θόδωρος Ρουσόπουλος στην Επιτροπή Θεσμών της Βουλής σχετικά με τους κανόνες διαφάνειας και αξιοπιστίας των πολιτικών δημοσκοπήσεων.
Οι εκπρόσωποι των κομμάτων τόνισαν ότι το νομοσχέδιο κινείται προς τη σωστή κατεύθυνση και επισήμαναν την ανάγκη να ψηφιστεί από τη Βουλή πριν από τις εκλογές. Ο υπουργός Επικρατείας σημείωσε το νομικό κενό που υπήρχε και την ανάγκη να διασφαλιστεί θεσμικά η αξιοπιστία των πολιτικών δημοσκοπήσεων, εκφράζοντας παράλληλα την πρόθεση της κυβέρνησης το νομοσχέδιο σύντομα να έρθει προς ψήφιση στη Βουλή, ενώ δήλωσε ανοιχτός σε βελτιωτικές προτάσεις.

Εκ μέρους του ΠΑΣΟΚ ο Ευ. Βενιζέλος πρότεινε ως "πιο σημαντική κύρωση" τη δημόσια διαπόμπευση και απαξίωση όσων εταιρειών αποκλίνουν από τον κώδικα δεοντολογίας. Ο Μιλτιάδης Παπαϊωάννου υποστήριξε ότι το νομοσχέδιο πρέπει να γίνει νόμος του κράτους πριν από τις εκλογές, διαφορετικά "δεν έχει νόημα να συζητάμε".
Ο εκπρόσωπος του ΣΥΝ Φώτης Κουβέλης σημείωσε ότι πρέπει να είναι σαφής ο ορισμός του ιδιοκτησιακού καθεστώτος των εταιρειών δημοσκοπήσεων και να μην υπάρχει μετοχική σύνθεση με off shore εταιρείες.
Η εκπρόσωπος του ΚΚΕ Λιάνα Κανέλλη χαρακτήρισε θετική την πολιτική βούληση που επικρατεί, "για να προστατεύσουμε το κοινό από παρελκυστικές δημοσκοπήσεις".
Απαντώντας ο υπουργός Επικρατείας σημείωσε ότι στις διαβουλεύσεις συμμετείχαν 49 φορείς, ενώ εξέφρασε την πεποίθηση ότι πολύ σύντομα θα ολοκληρωθεί η διαβούλευση για την ενσωμάτωση των κοινοτικών οδηγιών.

Τι προβλέπει το νομοσχέδιο

Το νομοσχέδιο για τις δημοσκοπήσεις στους βασικούς άξονές του ορίζει ότι κατά τη διενέργεια των γκάλοπ οι εταιρείες οφείλουν να διασφαλίζουν την αμερόληπτη και χωρίς επιρροές διεξαγωγή και δημοσιοποίηση των αποτελεσμάτων της έρευνας και να απέχουν από οποιεσδήποτε δραστηριότητες ενδέχεται να κλονίσουν την εμπιστοσύνη της κοινής γνώμης ως προς την αξιοπιστία τους.
Επίσης η επιλογή και η κατανομή του δείγματος γίνεται με βάση τους κανόνες της στατιστικής επιστήμης και τα επίσημα δημογραφικά στοιχεία, ενώ οι παραβάτες τιμωρούνται με φυλάκιση τουλάχιστον έξι μηνών και χρηματική ποινή από 30.000 έως 300.000 ευρώ.
Παράλληλα η εταιρεία πρέπει να δίδει στη δημοσιότητα όλα τα στοιχεία της ταυτότητας της δημοσκόπησης, καθώς και στο ΕΣΡ και έπειτα από αίτημα να παρέχει συμπληρωματικές πληροφορίες και στην Επιτροπή Θεσμών της Βουλής. Δικαίωμα διενέργειας δημοσκοπήσεων για λογαριασμό φορέων του δημόσιου τομέα ή των πολιτικών κομμάτων ή συνδυασμών έχουν οι εταιρείες που είναι εγγεγραμμένες στο Μητρώο Επιχειρήσεων Δημοσκοπήσεων, το οποίο τηρείται στο τμήμα Ελέγχου Διαφάνειας του ΕΣΡ. Παράλληλα το ΕΣΡ αποφασίζει την προσωρινή ή οριστική διαγραφή της εταιρείας δημοσκόπησης από το Μητρώο, αναλόγως της βαρύτητας της παράβασης.
Επίσης προβλέπεται:
- Οι επιχειρήσεις δημοσκοπήσεων είναι υποχρεωμένες να δηλώνουν την εταιρική ή μετοχική τους σύνθεση, καθώς και κάθε μεταβολή αυτής στο τμήμα Ελέγχου Διαφάνειας του ΕΣΡ.
- Οι φορείς του δημοσίου που έχουν αναθέσει δημοσκοπήσεις υποχρεούνται να αναρτούν στη σελίδα τους στο Διαδίκτυο τις επιχειρήσεις αυτές, το θέμα της δημοσκόπησης και το ύψος της αμοιβής τους.
- Παραμένει η απαγόρευση της μη δημοσιοποίησης δημοσκοπήσεων 15 ημέρες πριν από τις εκλογές, καθώς και της κοινοποίησης των exit polls πριν από τις 7 μ.μ. την ημέρα των εκλογών.

Ορολογία Μάρκετινγκ στα αγγλικά. (M)

M

Macroenvironment The larger societal forces that affect the microenvironment— demographic, economic, natural, technological, political, and cultural forces.

Management contracting A joint venture in which the domestic firm supplies the management know-how to a foreign company that supplies the capital; the domestic firm exports management services rather than products.

Markdown A percentage reduction from the original selling price.

Market The set of all actual and potential buyers of a product or service.

Market buildup method A forecasting method that calls for identifying all the potential buyers in each market and estimating their potential purchases.

Market-centered company A company that pays balanced attention to both customers and competitors in designing its marketing strategies.

Market challenger A runner-up firm in an industry that is fighting hard to increase its market share.

Market development A strategy for company growth by identifying and developing new market segments for current company products.

Market factor index method A forecasting method that identifies market factors that correlate with market potential and combines them into a weighted index.

Market follower A runner-up firm in an industry that wants to hold its share without rocking the boat.

Market leader The firm in an industry with the largest market share; it usually leads other firms in price changes, new product introductions, distribution coverage, and promotion spending.

Market nicher A firm in an industry that serves small segments that other firms overlook or ignore.

Market penetration A strategy for company growth by increasing sales of current products to current market segments without changing the product.

Market-penetration pricing Setting a low price for a new product in order to attract a large number of buyers and a large market share.

Market positioning Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. Formulating competitive positioning for a product and a detailed marketing mix.

Market potential The upper limit of market demand.

Market segment A group of consumers who respond in a similar way to a given set of marketing efforts.

Market segmentation Dividing a market into distinct groups of buyers on the basis of needs, characteristics, or behaviors who might require separate products or marketing mixes.

Market-skimming pricing Setting a high price for a new product to skim maximum revenues layer by layer from the segments willing to pay the high price; the company makes fewer but more profitable sales.

Market targeting The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.

Marketing A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others.

Marketing audit A comprehensive, systematic, independent, and periodic examination of a company’s environment, objectives, strategies, and activities to determine problem areas and opportunities and to recommend a plan of action to improve the company’s marketing performance.

Marketing communications mix (promotion mix) The specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing a company uses to pursue its advertising and marketing objectives.

Marketing concept The marketing management philosophy that holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do.

Marketing control The process of measuring and evaluating the results of marketing strategies and plans, and taking corrective action to ensure that marketing objectives are achieved.

Marketing environment The actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful transactions with its target customers.

Marketing implementation The process that turns marketing strategies and plans into marketing actions in order to accom¬plish strategic marketing objectives.

Marketing information system (MIS) People, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

Marketing intelligence Everyday information about developments in the marketing environment that helps managers prepare and adjust marketing plans.

Marketing intermediaries Firms that help the company to promote, sell, and distribute its goods to final buyers; they include resellers, physical distribution firms, marketing service agencies, and financial intermediaries.

Marketing management The analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.

Marketing mix The set of controllable tactical marketing tools—product, price, place, and promotion—that the firm blends to produce the response it wants in the target market.

Marketing process The process of (1) analyzing marketing opportunities, (2) selecting target markets, (3) developing the marketing mix, and (4) managing the marketing effort.

Marketing research The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

Marketing strategy The marketing logic whereby the business unit hopes to achieve its marketing objectives.

Marketing strategy development Designing an initial marketing strategy for a new product based on the product concept.

Marketing Web site Web sites designed to engage consumers in an interaction that will move them closer to a purchase or other marketing outcome.

Markup The percentage of the cost or price of a product added to cost in order to arrive at a selling price.

Maturity stage The stage in the product life cycle in which sales growth slows or levels off.

Microenvironment The forces close to the company that affect its ability to serve its customers—the company, suppliers, marketing channel firms, customer markets, competitors, and publics.

Micromarketing The practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations— includes local marketing and individual marketing.

Mission statement A statement of the organization’s purpose—what it wants to accomplish in the larger environment.

Modified rebuy A business buying situation in which the buyer wants to modify product specifications, prices, terms, or suppliers.

Motive (drive) A need that is sufficiently pressing to direct the person to seek satisfaction of the need.

Ορολογία Μάρκετινγκ στα αγγλικά. (L)

L

Leading indicators Time series that change in the same direction but in advance of company sales.

Learning Changes in an individual’s behavior arising from experience.

Licensing A method of entering a foreign market in which the company enters into an agreement with a licensee in the foreign market, offering the right to use a manufacturing process, trademark, patent, trade secret, or other item of value for a fee or royalty.

Lifestyle A person’s pattern of living as expressed in his or her activities, interests, and opinions.

Line extension Using a successful brand name to introduce additional items in a given product category under the same brand name, such as new flavors, forms, colors, added ingredients, or package sizes.

Local marketing Tailoring brands and promotions to the needs and wants of local customer groups—cities, neighborhoods, and even specific stores.

Ορολογία Μάρκετινγκ στα αγγλικά. (J)

J
Joint ownership A joint venture in which a company joins investors in a foreign market to create a local business in which the company shares joint ownership and control.

Joint venturing Entering foreign markets by joining with foreign companies to produce or market a product or service.

Ορολογία Μάρκετινγκ στα αγγλικά. (I)

I

Idea generation The systematic search for new-product ideas.

Idea screening Screening new-product ideas in order to spot good ideas and drop poor ones as soon as possible.

Income segmentation Dividing a market into different income groups.

Indirect marketing channel Channel containing one or more intermediary levels.

Individual marketing Tailoring products and marketing programs to the needs and preferences of individual customers—also labeled customized marketing, one-to-one marketing, and markets-of-one marketing.

Industrial product Product bought by individuals and organizations for further processing or for use in conducting a business.

Influencers People in an organization’s buying center who affect the buying decision; they often help define specifications and also provide information for evaluating alternatives.

Information search The stage of the buyer decision process in which the consumer is aroused to search for more information; the consumer may simply have heightened attention or may go into active information search.

Inside sales force Inside salespeople who conduct business from their offices via telephone or visits from prospective buyers.

Institutional market Schools, hospitals, nursing homes, prisons, and other institutions that provide goods and services to people in their care.

Integrated direct marketing Direct-marketing campaigns that use multiple vehicles and multiple stages to improve response rates and profits.

Integrated logistics management The logistics concept that emphasizes teamwork, both inside the company and among all the marketing channel organizations, to maximize the performance of the entire distribution system.

Integrated marketing communications (IMC) The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

Intensive distribution Stocking the product in as many outlets as possible.

Interactive marketing Marketing by a service firm that recognizes that perceived service quality depends heavily on the quality of buyer—seller interaction.

Intermarket segmentation Forming segments of consumers who have similar needs and buying behavior even though they are located in different countries.

Internal marketing Marketing by a firm to train and effectively motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction.

Introduction stage The product life-cycle stage in which the new product is first distributed and made available for purchase.

Ορολογία Μάρκετινγκ στα αγγλικά. (H)

H

Habitual buying behavior Consumer buying behavior in situations characterized by low consumer involvement and few significant perceived brand differences.

Handling objections The step in the selling process in which the salesperson seeks out, clarifies, and overcomes customer objections to buying.

Horizontal marketing system A channel arrangement in which two or more companies at one level join together to follow a new marketing opportunity.

Hybrid marketing channel Multichannel distribution system in which a single firm sets up two or more marketing channels to reach one or more customer segments.

Ορολογία Μάρκετινγκ στα αγγλικά. (G)

G

Gatekeepers People in the organization’s buying center who control the flow of information to others.

Gender segmentation Dividing a market into different groups based on sex.

General need description The stage in the business buying process in which the company describes the general characteris¬tics and quantity of a needed item.

Geographic segmentation Dividing a market into different geographical units such as nations, states, regions, counties, cities, or neighborhoods.

Global firm A firm that, by operating in more than one country, gains marketing, production, R&D, and financial advantages in its costs and reputation that are not available to purely domestic competitors.

Gross margin The difference between net sales and cost of goods sold.

Gross sales The total amount that a company charges during a given period of time for merchandise.

Growth-share matrix A portfolio-planning method that evaluates a company’s strategic business units in terms of their market growth rate and relative market share. SBUs are classified as stars, cash cows, question marks, or dogs.

Growth stage The product life-cycle stage in which a product’s sales start climbing quickly.

Ορολογία Μάρκετινγκ στα αγγλικά. (F)

F

Factory outlet Off-price retailing operation that is owned and operated by a manufacturer and that normally carries the manufacturer’s surplus, discontinued, or irregular goods.

Fads Fashions that enter quickly, are adopted with great zeal, peak early, and decline very fast.

Fashion A currently accepted or popular style in a given field.

Fixed costs Costs that do not vary with production or sales level.

Focus group interviewing Personal interviewing that involves inviting six to ten people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. The interviewer “focuses” the group discussion on important issues.

Follow-up The last step in the selling process in which the salesperson follows up after the sale to ensure customer satisfaction and repeat business.

Forecasting The art of estimating future demand by anticipating what buyers are likely to do under a given set of conditions.

Franchise A contractual association between a manufacturer, wholesaler, or service organization (a franchiser) and independent business people (franchisees) who buy the right to own and operate one or more units in the franchise system.

Franchise organization A contractual vertical marketing system in which a channel member, called a franchiser, links several stages in the production-distribution process.

Functional discount A price reduction offered by the seller to trade channel members who perform certain functions such as selling, storing, and record keeping.