Marketing terms: basic concepts, dictionary of terms, application features, emergence of new words, their types and meaning. A truly explanatory dictionary of marketing terms Marketing terms

About marketing in “human language”. The purpose of this dictionary is to explain marketing concepts in an accessible manner, while being careful not to overshadow the scientific definition. Other spellings in Russian and English are given in brackets.

The dictionary is currently under development, so please forgive me if some definitions are missing.

Basic definitions

Marketing(marketing) makes sure that the consumer wants to buy yours product/brand.

Product(product) – a product or service, an item of purchase, sale or exchange. Sometimes the term "product" is used as a synonym for goods, but in the classic version, a product is a product that can be dropped on your foot. The English term product can mean a service.

Need(need) - a basic human desire that is not expressed in material form, for example, the need for a pleasant pastime or the need to warm up.

Demand(demand) - how much goods X buyers are ready to buy at price R. Demand arises when the potential consumer realizes need and sees product, which can satisfy this need, for example, the need for holes in the walls creates a demand for drills. Correctly used in combination with “demand for goods”.

Market(market) – sellers, buyers and their relationships in the process of buying and selling a certain goods. For practical purposes, a “market” is often understood as a combination of geographic territory and product group, for example, the market for used foreign cars in Moscow.

Market size(market volume) – how much of a certain goods, bought/sold in a certain territory for a certain period of time, expressed in monetary units. Sometimes market size can be expressed in physical units, but it is “bad taste” to imply physical units. Correct usage: the volume of the market for water taps in Moscow and the Moscow region in the first quarter of this year amounted to X thousand rubles. Incorrect usage: market capacity (capacity implies limitation, the maximum possible volume), you can read about market capacity and the clogging of marketing terminology with it.

Market share(market share) – the company’s sales volume in a given category, divided by market size this category.

Price(price) – how many monetary units the consumer must pay per unit goods. Discounts and other promotional options can add a little confusion to this simple concept, so let's define some other types of prices. Retail Price – price before discounts and other promotions. Market price is the price a buyer typically pays for a product (after discounts). Average Unit Retail – average price (after discounts) paid per unit of goods.

Product life cycle(product lifecycle) – a model of market development for a certain goods, describing the penetration (penetration) of a product among consumers, market size, and sometimes changes prices and profitability.

Competitor(competitor) – another company offering product/brand, claiming the same consumer money (satisfying the same need) as yours. Most often, competitors operate in the same markets (geography + product category), but sometimes they can operate in different markets, for example, when people looking at buying a Jaguar car were asked where they would spend the money if they did not buy this one brand, one of the most popular answers was “for a boat/yacht.” A special case of competition is competition between products/brands of the same company. Some companies support this practice, such as Procter & Gamble, which is known for allowing its brands of laundry detergent and dishwashing liquid to compete with each other, resulting in Procter & Gamble brands dominating these categories.

Brands and branding

Brand(brand) – a trademark with stable associations (image).

Branding(branding, brand management, branding, brand management) - the same as marketing, but in relation to a brand (not just a product).

Trademark(trade mark) is a registered name that the company that owns it can use both for its goods and give this right for use to other organizations.

Private label(private label) – a brand owned by a retailer. Private labels can range from basic products, such as sunflower oil or grocery store brand milk, to highly differentiated products sold in specialty stores, such as Victoria's Secret lingerie.

Target audience/group(target audience/group) – those people whom you imagine as buyers of your product. You need to understand the difference between the target audience and real buyers, since in many cases a product designed for one target audience can attract completely unexpected people. Usually the target audience is described in demographic terms (age, income), but many brands can describe their audience in psychographic terms, such as lifestyle, hobbies, interests, for example, hikers, gardeners, fashionistas.

Positioning (positioning) - a unified description of the brand idea: who its target audience is, what the brand is, what needs of the target audience it satisfies and how, how it differs from competitors, and so on. Embodied positioning is obtained only when the target audience of a brand can adequately describe this brand (attributes/benefits) and its differences from competitors. Correct usage: positioning of a brand (not a company or a product!!!). You can read more about how to develop brand positioning.

Differentiation(differentiation) – measures to create and maintain differences from competitors. Usually associated with the concept of positioning - differentiation is one way to implement positioning. You can read more about how to develop brand positioning.

Brand attributes/benefits(brand attributes/benefits) – brand associations (those descriptive characteristics that are noted by customers as describing the brand). Quite often, attributes are classified into technical, functional and emotional according to their position in the positioning pyramid. In details about types of brand attributes you can read it.

Logo(Logo) – visual representation of the brand. Like the name, it is used as a brand identifier for buyers. Many unscrupulous agencies will tell you that a logo plays a key role in a brand's success - don't believe them. Instead, remember that the key to a successful brand is positioning; Also, don’t forget to ask the agency if they have at least once assessed the impact of a logo on sales through a pure experiment, when the same brand is launched with different logos in different markets and its sales are compared. I think this is where the conversation ends.

Linear brand extension(line extension) - the simplest brand extension, usually meaning a new taste, smell, ingredient, purpose, etc. It does not have its own registered name, so it is usually described in simple words. It is one of the parts of a brand or sub-brand. Examples: Pantene Pro-V for dry hair, L'Oreal Excellence platinum blonde, Tide with active oxygen. More detailed information about brand extensions can be found.

Sub-brand(sub-brand) - a brand extension that has its own name while maintaining a connection with the parent brand. Typically, sub-brands are collections of products (or a specific product) that differ in some characteristics. In terms of the degree of “remoteness” from the parent brand, the sub-brand is further than a linear extension, but it has not yet become a separate brand since their main characteristics coincide. It is recommended to register the names of sub-brands in the same way as brand names. Examples: Ford Mustang, Courtyard by Marriott, HP Pavillion, HP LaserJet, L'Oreal Excellence, Nescafe Classic. More detailed information about brand extensions can be found.

Umbrella brand(umbrella brand) – a brand present in various product categories. An umbrella brand is a very general concept and can refer to both brands that have various types of extensions and those that do not. An umbrella brand can be called the Yamaha brand, which does not have its own sub-brands and unites all product categories under one name; also, the Sony brand is an umbrella brand, using both the parent brand and sub-brands (Walkman, PlayStation, Wega) for different categories. and the Hewlett Packard brand, which assigns its own sub-brands to each product category (Pavillion, LaserJet, DeskJet). Since the meaning of this term is very vague, many experts use it in different, often conflicting, meanings. Therefore, every time the expression “umbrella brand” is used, it is recommended to clarify what exactly is meant by it (presence of extensions, sub-brands, entry into new categories). More information about brand extensions can be viewed.

Repositioning(repositioning, repositioning) - changing the positioning of the brand. There are usually two main types of positioning - changing what the brand means (most often its associations/attributes/benefits) and changing the target audience (for example, expanding the target audience). According to the opinion of most experts, the spelling “repositioning” is the most correct.

Rebranding(rebranding) – changing the name, logo, visual design of the brand without changing positioning.

Marketing research

Marketing research(market research, marketing research) help to obtain information about the market (consumers, competitors, products) necessary for making marketing decisions.

Primary Research(primary research) – research during which the researcher collects new data (also called primary) and processes it.

Secondary Research(secondary research) - research in which the researcher uses data obtained as a result of other studies, for example, as a result of other primary research, industry reviews, syndicated studies.

Quantitative Research(quantitative research) - research whose results are measurable, that is, presentable in quantitative form, for example, in the form of percentages, average values, etc. In order for the data to be presentable in quantitative form, several conditions must be met: collection data should be standardized (for example, standardized answers), sample research should be representative, the number of objects under study must be sufficient to allow the measurement error to be calculated. Quantitative research is carried out for hypothesis testing, defining which is the first step to properly conducting quantitative research.

Qualitative Research(quialitative research) – research, the results of which can only be presented in qualitative form, for example, in the form of descriptions, epithets, stories, diagrams. In practice, qualitative research is most often carried out to develop hypotheses, which may subsequently be tested, for example, quantitative research. The most common types of qualitative research include focus groups, in-depth interviews, observations and e tnographic research.

Survey(survey) – the most common type quantitative research. When conducting a survey respondents answer formalized questions presented in the form questionnaires.

Questionnaire(questionnaire) –

Focus groups(focus groups) –

In-depth interviews(one-on-one interview) –

Population(universe) - in marketing research, the general population refers to the entire set of objects that you want to study. Sometimes the population is small enough (for example, customers who visited a store on opening day) that you can address your research question to each of them, but the number of objects is very large and in this case you have to sample from the population.

Sample(sample) –

Representative sample(representative sample) - in quantitative research, a representative sample has the same properties that are important for the researcher as the general population. For example, if you want to know what the most common disadvantages and advantages of your product are (research question), your sample should contain the same percentage of satisfied and dissatisfied customers as the population (in this case, all customers).

Testing(hypothesis testing, hypothesis testing) is a quantitative research method that allows you to evaluate and compare objects of interest to the researcher according to specified parameters. In marketing, it is often used to evaluate marketing decisions and select the best alternative. In such a case, it must be remembered that testing on consumers should be carried out in the context of real consumer behavior, for example, when testing packaging, the product should be placed on a shelf next to another product so as not to attract undue attention and not change the initial impression (later it can be removed), respondents should be selected from among those who are currently interested in the category being tested. Testing, like any other quantitative research, requires a representative sample, that is, that it corresponds to your target audience in terms of parameters that are important to you.

Tracking(tracking) is a type of periodic quantitative research designed to track changes in consumer attitudes and behavior over time. Typically, consumers are periodically surveyed using the same questionnaire so that the results are comparable.

Patterning Patterning is a type of quantitative research usually related to the collection of information about competitors. This study collects information about the assortment of competitors, breaks it down into significant parameters for subsequent analysis and comparison with the assortment of the company conducting the patterning.

Mystery buyer(mystery shopper) – a method of obtaining information about the performance of retailers. Typically, the goal is either to evaluate how well the implementation of a business model matches its idea or to collect information about the atmosphere and service experience in a particular company. The essence of the method is that people representing the target audience are hired to make a test purchase and fill out a questionnaire based on the results of this experience. The main danger of this method is that many researchers do not understand that the “misplaced Cossack” is not a real buyer, so his impression may be very different from the behavior of real buyers and their requirements. Over several years of working in large (more than 1,000 stores) retail chains, I have never seen evidence of the effectiveness of this observation method for assessing how the actual quality of service meets company standards. However, the method can be of greater value if used as a qualitative (not quantitative) method for collecting information about possible service and merchandising problems.

Demographic characteristics(demographics) – gender, age, income, education, and other relatively constant characteristics of the audience. In marketing, it is often assumed that consumer behavior is largely influenced by these attributes. However, for many product categories, consumption is increasingly explained by lifestyle or so-called. psychometric signs.

Psychographic signs(psychographics, pronounced "sycographics") - characteristics that unite people that are not directly related to demographics, such as beliefs, style, taste, hobbies. People often identify their consumption patterns based on these characteristics, which is why psychographics can have a greater influence on purchasing decisions than demographics.

Segmentation(segmentation) – combining objects into groups based on common characteristics. Customer segmentation is usually done based on similar needs. Segmentation research usually involves researching customer needs and then combining them into groups (clusters). When conducting segmentation research, a marketing specialist must pay special attention to the selection of segmentation characteristics. You can check how good your segmentation is by tracking between segments based on other characteristics (for example, if segmentation by education and age gives different average income between segments).

Marketing communications

Marketing communications(marketing communications) – various types

Advertising(advertising, tv/radio commercials) - marketing communications that 1) are created and most often paid for by the company providing this advertising 2) using mass information channels such as television, radio, outdoor billboards, newspapers, magazines, etc.

ETC(public relations, PR, public relations) –

Buzz marketing(buzz marketing, guerrilla marketing, guerilla marketing) is a method of using public opinion (rumors, word of mouth) to spread information about a brand.

Reference groups, innovators, trend setters(innovators, early adopters, trend-setters) –

Product Placement –

Promotion, promo, sales promotion activities(promotion) –

ATL/BTL(above the line/below the line) –

Push/Pull –

Discount(discount) – price reduction expressed as a percentage or monetary units.

Sale(sale)

Loyalty

Loyalty(loyalty) is a measure of how much a buyer is ready to continue dealing with a certain brand (product or service) and is not ready to replace it with another brand. Typically measured by a given brand's share of category consumption. For example, an absolutely loyal buyer of juice “Ya” will always buy juice “Ya” when buying juice (100% of consumption belongs to one brand). The concept of “loyalty” is often confused with the concept of “good attitude”; this is not true, because a good attitude may be one of the reasons for the emergence of loyalty (another reason, for example, may be the lack of other alternatives in this category).

Loyalty programs (loyalty programs ) – special programs whose goal is to encourage the consumer to make a repeat purchase of your brand. In this area, the most well known are the loyalty programs of airlines, retail stores, and hotel chains. These programs often include the following methods: direct mail to the customer base (with and without special offers), loyalty cards (often cumulative), discount cards (usually used to collect information about consumer behavior, the discount is only a fee for use). Among the most successful, it is worth noting the loyalty programs of airlines (American Airlines, British Airways) and Neiman Marcus stores (a description can be found on their website).

CRM(customer relationship management, customer relationship management) - combining objects into groups based on common characteristics. Customer segmentation is usually done based on similar needs. Segmentation research usually involves researching customer needs and then combining them into groups (clusters). When conducting segmentation research, a marketing specialist must pay special attention to the selection of segmentation characteristics. You can check how good your segmentation is by tracking between segments based on other characteristics (for example, if segmentation by education and age gives different average income between segments).

Try(trial) – the first purchase of a certain product.

Repeat purchase(repeat purchase) – purchase of a product by a buyer who has purchased this product at least once before. It is understood that a repeat purchase indicates that the buyer liked this product and is again ready to make a choice in favor of it. It would seem that this term could be simpler, but in practice many companies define this event differently. For example, will you consider a purchase to be repeated if the previous one occurred a year ago? Three years ago? Five years ago? Will you consider a repeat purchase if the buyer does not remember that he has already purchased this product (purchased from you)? Repeat purchases are important because the number of returning consumers typically determines an important business metric called loyalty. While measuring the number of initial purchases (by research or database) is easy, measuring the return rate for repeat purchases is a little more difficult. One of the indicators, the percentage of yesterday's (a year ago, a month ago) buyers who returned for a repeat purchase, suffers from the fact that this is a historical indicator and highly depends on how much time you spend making a repeat purchase. Another commonly used metric, the percentage of today's (this week's, month's) customers who have purchased a given product in the past is difficult to interpret - if it has decreased, does it mean that you are attracting new customers or that your loyalty has dropped?

Direct marketing(direct marketing) –

Transactional Databases(transactional databases) –

Other definitions

Retail(retail) – sale of goods to private individuals. It can be carried out either through a store or directly (direct), usually through a catalog or through a website.

POS(Point of Sale) –

Merchandising(merchandising) – deals with the presentation of goods in the retail network. It is divided into visual merchandising (visual presentation) and buying - making decisions on the purchase of a certain product, for example, seasonal.

Distribution(distribution) –

Supply chain(Supply Chain) –

Distribution channels(distribution channels) –

Assortment policy(assortment architecture)

Breadth of assortment(assortment width)

Stock(trade stock, inventory, in-stock position)

Commercialization(commercialization, new product commercialization) is the process of managing the introduction of a product to the market, from idea to store shelf.

Product launch(product launch) –

SWOT analysis(SWOT: Strengths, Weaknesses, Opportunities, and Threats) –

Those who regularly visit the Internet and spend at least one hour a week there

Repetition of homogeneous consonant sounds in a phrase, line, stanza of advertising text.

in advertising, a method of presenting a product in which it is given human characteristics. It is often used in cases where the individual properties of a product are weakly highlighted and the product differs little from its competitors.

1) a rectangular tablet made of plastic, cardboard or paper, suspended in a display case;

a system in which for every 100 impressions of other people’s banners on their website, a BS participant receives 100 impressions of their own banner on the sites of other BS participants, minus a commission percentage (ranges from 10 to 50% depending on the BS), which, in turn, is used by the owner BS (for promoting your own projects or for sale).

Those who themselves do not have any experience with the Internet, but who have at least 3 regular Internet users among their friends.

brandmower - a blank wall of a building used for advertising.

browser is a program for viewing the content of websites. According to statistics, the most popular browsers are MS Internet Explorer and Netscape Navigator.

a brand or product that is widely known. Positively perceived by the majority of society

The entire system of marketing and PR campaigns aimed at creating a brand. From an existing unknown product or company to “everyone knows it”.

a graphical representation of an object as a set of vectors (not at all suitable for representing photographs, but very good for layouts such as a business card or sign).

display of goods separated from the consumer by a transparent partition.

appearance, font writing.

All those people about whom conclusions are drawn based on sociological surveys. The description of the GE includes the main relationships of age, gender and other sociological characteristics relevant to this study.

Those who themselves do not have any experience with the Internet, but who have at least 1 regular Internet visitor among their friends.

necessary indicators when preparing advertising programs, marketing research aimed at certain markets or their individual segments. These descriptions include the following characteristics: gender, age, marital status, number of children, etc. The concept of sociological characteristics is broader. see below

a section of modern applied sociology related to the study of public opinion through questionnaires.

Selling goods at prices significantly below the average market level, the so-called “junk”, sometimes below cost. Many Western countries have anti-dumping laws that protect the profits of national producers and often prevent the import of goods from other countries that are offered at reduced prices due to lack of competitiveness.

a specific, independent stage of marketing research necessary to form a more complete and accurate idea of ​​the internal motives of competitors’ behavior.

Bagiev Georgy Leonidovich, academician

1. A type of product strategy, according to which the enterprise expands the number of products produced.

2. Simultaneous expansion and development of two or more unrelated types of production in order to conquer new markets and generate additional profit. They apply horizontal, vertical and hidden diversification strategies.

Bagiev Georgy Leonidovich, academician

replenishment of the company’s assortment with new products that are not related to those currently produced, but may arouse the interest of the existing clientele.

Bagiev Georgy Leonidovich, academician

replenishment of the assortment with new products that, from a technical or marketing point of view, are similar to the company’s existing products.

Bagiev Georgy Leonidovich, academician

market capa city - in marketing: the total effective demand of buyers, the possible annual sales volume of a certain type of product at the current price level. Depends on the degree of development of a given market, elasticity of demand, from changes in economic conditions, price levels, product quality and advertising costs.

a certain period (cycle) of time, reflecting the main stages of development of a product from the moment of its development to its withdrawal from the market; the level of profit of the seller (producer) at each stage (stages) of the cycle directly depends on it. In the process of developing product sales and making a profit, five stages are usually distinguished: the stage of product development (pre-market), the stage of introducing (introducing) the product to the market, the stage of growth in product sales, the stage of maturity (saturation), the stage of decline in sales or elimination of the product from the market.

Bagiev Georgy Leonidovich, academician

is registered simultaneously with the verbal trademark and is used to protect it from imitation. For example, for the well-known trademark ADIDAS, ABIBAS, ADIBAS, AIDAS, ADIDA, etc. could be registered as a protective mark.

the minimum period of time that should be between advertisements of competing companies. In international practice, the protective pause reaches 15 minutes. In domestic practice, due to the insufficient legal framework, the concept of a protective pause is absent.

exact reproduction of any manuscripts, handwriting, etc. Used as an artistic device in visual advertising.

image of a product, similarity, reflection, idea of ​​something. A socio-psychological phenomenon closely related to the economics of the commodity market. Product information is associated with the reputation of the product, trademark, enterprise and country of manufacture.

Bagiev Georgy Leonidovich, academician

turning over. Rearranging words in a sentence to enhance the semantic significance of the “moved forward” word.

1. A means of increasing the efficiency of the development, creation and use of marketing technologies.

2. A set of means and methods, representing an integral technological system, which is designed to ensure the effectiveness of planning, organizing and managing the process of marketing activities at one or another hierarchical level of the economy due to the cumulative effect of integration and interaction of information technology elements, such as computer systems, networks, smart terminals, a set of tools and methods for organizing data arrays, encoding and retrieving information, etc.

Bagiev Georgy Leonidovich, academician

graphic decoration. Most often in the form of a shield, panel, tablet on which advertising text and decorative elements are placed.

publication or site containing a systematic set of links to other sites.

Product quality

a set of properties of a product that determine its ability to satisfy the specific needs of consumers and meet the requirements. In sales contracts, the parties agree on quality indicators, the procedure for checking it, the presentation of documents certifying that the quality of the delivered goods meets the agreed requirements, and, if necessary, the conditions for the delivery and acceptance of goods in terms of quality are fixed, as well as the provision of guarantees on the quality and shelf life or storage of goods.

Bagiev Georgy Leonidovich, academician

conventional font size, the distance from the bottom of the lowercase letter p to the top of the capital letter P. Measured in points (one point is equal to 0.35 mm).

сlick) clicking the mouse on a banner, and generally clicking the mouse on a link, button on the screen, etc.

traveling representative of a trading company. Often acts as a simple intermediary or acts on behalf of his client. Typically supplied with product samples, promotional items and materials. Receives remuneration from its clients in proportion to the volume and effectiveness of sales made with its help.

1. A promising course of action of the enterprise and the presence of such a well-founded strategy for using a complex of communication tools (communication mix) and organizing interaction with all subjects of the marketing system, which ensures stable and effective activities to generate demand and promote goods and services to the market in order to meet needs buyers and profit.

2. Development of an incentive package, i.e. measures to ensure effective interaction between business partners, advertising, sales promotion methods, public relations and personal selling.

Bagiev Georgy Leonidovich, academician

consists of a population that does not itself use the Internet, but has friends among those who regularly visit the Internet. Assessments of the communicative environment of the Internet audience make it possible to imagine the scale of the influence of the Runet audience on the rest of the country’s population through friendly connections

person, group of people or organization from whom information directly comes in the communication process.

abbreviated summary of the main provisions.

1. A set of quality and cost characteristics of a product that provides its advantage in the market over competing products in satisfying a specific need.

2. The ability of a product to be the first to be purchased on the market of competing products. 3. The ratio of the beneficial effect of consumption (use) of a product to the costs of its acquisition and operation (consumption price).

Bagiev Georgy Leonidovich, academician

1. Rivalry in any field between individuals interested in achieving the same goal, each for themselves, in particular, between entrepreneurs - for a larger share of profits, for sales markets, for sources of raw materials.

2. The economic process of interaction, interconnection and struggle, communications of subjects of the market system in the process of creation, marketing and consumption of material and spiritual goods.

Bagiev Georgy Leonidovich, academician

movement to protect consumer interests. It is implemented in the formation of societies, public speeches, boycotts of firms, stores, etc. The development of this movement led to an increase in the degree of self-control in advertising, taking into account the protection of consumer rights in all advertising activities.

use of a trademark without the consent of its owner.

advertising paid jointly by the manufacturer and its sales agents, i.e. between dealers and the manufacturer. Advertising jointly financed by several advertisers - national, local, etc.

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appeared as a reaction of consumerism to unfair advertising. It is implemented in the publication of information messages on behalf of regulatory authorities involved in the protection of consumer rights. They report inaccuracies and misinformation contained in advertisers' materials. It is especially widely used in the USA and Scandinavian countries, where corrective advertising is paid for by the perpetrators.

an advertisement placed after an error was made in advertising that caused misinformation regarding the advertised product or company. In advertising practice, contracts with advertising agencies include clauses on the publication of corrective advertisements.

any active activity to involve potential and actual consumers of a product in communication and obtain feedback and information about their desires, needs, interests with a focus on long-term relationships. Personal selling includes identifying potential buyers and getting to know them personally, regular one-on-one communication, and eliciting opinions about improved and new products.

All Internet visitors, including those who have had at least one experience of visiting the Internet.

a name, term, sign, symbol, design, or combination thereof, identifying the goods or services of one or more manufacturers - the manufacturer's mark, as well as sellers - the trademark, and distinguishing them from competing goods and services.

organizing and managing the process of identifying, taking into account and satisfying the requirements and desires of the consumer with profit for the company

strategic tasks related to the development of the company and sales of goods. Such as planning the product range, sales and trading operations, pricing, organizing advertising, sales promotion and distribution of goods, their storage and transportation, managing sales and commercial personnel, providing services, etc. The main goal is to create conditions for adapting production to consumer demand and market requirements, to develop a system of measures to ensure the promotion of goods from the manufacturer to the final consumer.

systematic and objective collection and analysis of information related to the sale of products and the offering of services. Conducting research increases the likelihood of implementing the most effective marketing actions. Research is often undertaken as a response to an existing problem, although marketing information can also be used as a basis for forward planning.

1. An integral part of the enterprise's potential.

2. The total ability of the marketing system (enterprise) to ensure the constant competitiveness of the enterprise, the economic and social situation of its product or service on the market through planning and conducting effective marketing activities in the field of demand research, product, pricing, communication and sales policy, as well as the organization of strategic planning and monitoring the behavior of the product, competitors and consumers in the market.

Bagiev Georgy Leonidovich, academician

2. The entire set of means of audio, television and visual communication

Bagiev Georgy Leonidovich, academician

Mentality

a psychological term that speaks of the difference in perception between people, their assessments and views, determined by lifestyle, upbringing, education, culture. Taken into account when preparing advertising messages and arguments for market consumers.

stimulating trade activities, creating interest in the sales network in selling goods.

scientific foresight based on the analysis of factual data of the past and present of the object under study. Based on the length of the strengthening period, short-term forecasts are distinguished (up to 1.5 years); medium-term forecasts - (5 years); long-term forecasts - 10-15 years, based on a system of forecasts of various components. According to the form of presentation, forecasts are divided into quantitative and qualitative; According to the forecasting coverage of the research object, forecasts can be general and specific.

Bagiev Georgy Leonidovich, academician

methods used in setting prices for products and services. There are three pricing methods: cost-based, customer-line based, and competitive price-based.

Bagiev Georgy Leonidovich, academician

1. The process of intensifying the motives of an individual or their group in order to intensify their actions to make a decision to satisfy some need.

2. Incentive actions that influence the buyer’s activity in the process of making a purchase decision.

Bagiev Georgy Leonidovich, academician

small form of printing, produced on a self-adhesive basis.

Those who regularly visit the Internet and spend at least n hours a week there

unfair, unreliable, unethical, deliberately false and other advertising that violates the requirements for its content, time, place and method of distribution established by the legislation of the Russian Federation

small typographic font (2.25 mm).

element of corporate style, trademark in three-dimensional design. For example: a Coca-Cola bottle. Can be registered on a general basis.

the most common type of printing. Particularly beneficial for large circulations.

a method of making intaglio engravings by chemically etching the surface of a metal plate.

the number of representatives of the target audience who came into contact with a specific advertising medium or combination of communication means during a certain period of time.

Public Relations is a communication activity (including indirect advertising) aimed at forming harmonious relations with society, usually openly paid for and used as an addition to advertising, carried out with the aim of informing the public about the company, its products, gaining trust and forming a favorable image.

popularization, creation of fame. Actions aimed at attracting attention.

a representative of the applicant who is registered with the Patent Office and who is entrusted with the conduct of matters related to the registration of trademarks. The powers of a patent attorney are certified by a notarized power of attorney.

publications published with a certain periodicity: newspapers, magazines, etc.

small typographic font (3 mm).

pixel is an indivisible point in a raster graphics graphic.

text added to the end of each outgoing e-mail message, set in the user's mail program. Contains full name, position, place of work and other information about the sender.

1) a special site where, using keywords, you can get links to sites corresponding to these words;

2) a computer that searches for new sites and indexes them by keywords for further rapid issuance of a list of links upon request of keywords.

plastic material for the manufacture of outdoor advertising.

legal entities or individuals to whose attention advertising is or may be brought to the attention of which results in or may result in a corresponding impact of advertising on them

Product positioning on the market

formulating a marketing mix that has selective appeal for the selected segment(s) and determining the place of the product brand in the minds of consumers. Positioning can be based on the features of the product, its benefits, opportunities for purchasing and using services, types of users, and comparison with competitors.

Promotion - assistance in sales, sales.

socio-demographic and behavioral characteristics of potential buyers.

All Internet visitors, with the exception of those who have had a single experience of visiting the Internet or have been on the Internet only one or more times in the last three months

information distributed in any form, by any means, about an individual or legal entity, goods, ideas and undertakings (advertising information), which is intended for an indefinite number of persons and is intended to create or maintain interest in this individual, legal entity, goods, ideas and undertakings and promote the sale of goods, ideas and initiatives

Bagiev Georgy Leonidovich, academician

organizing and managing the process of planning, creating, producing, delivering advertising messages to the target audience and monitoring the effectiveness of advertising events.

a combination of the main types of consumer audience and its willingness to purchase the advertised product. As its readiness increases, the following stages are distinguished: ignorance, awareness, knowledge, favor, preference, purchase, repeat purchase

Bagiev Georgy Leonidovich, academician

a large-scale, long-term program aimed at solving a critical advertising goal. Developing an advertising strategy involves identifying the following elements: target audience; product concept; media and/or advertising media used to convey advertising messages; development of an advertising message.

a legal or natural person who is a source of advertising information for the production, placement, and subsequent distribution of advertising

a legal or natural person who carries out full or partial reduction of advertising information into a form ready for distribution

a legal entity or individual who places and (or) distributes advertising information by providing and (or) using property, including technical means of radio broadcasting, television broadcasting, as well as communication channels, airtime and other means

Sociological term. A sample of people from the general population, allowing the transfer of survey data from a representative sample to the general population with a high degree of reliability of ~4-5%. Characterized by the same percentage composition of basic sociological characteristics as the general population (gender, age, social and marital status, etc.)

in psychology: the group in which the individual would like to be, the lifestyle, values, manners, fashion of which he approves and strives to imitate.

division, breaking the market into clear groups of buyers, each of which may require separate products and/or marketing mixes.

Bagiev Georgy Leonidovich, academician

Segmentation can be based on geographic, demographic, psychographic and behavioral characteristics.

Sales Promotion - direct sales promotion. In the broadest sense, it represents all types of activities related to the provision of information, including commercial advertising about a product or service, their characteristics, the degree of compliance with the conscious needs of the consumer, as well as all types of marketing communications.

one of the stages of planning marketing activities. It is a thorough analysis of the internal and general marketing environment of the company, as a result of which its strengths and weaknesses, dangers and additional opportunities awaiting the company as a result of one or another course of events in the external marketing environment are determined. The result of the situational analysis may be the choice by the company of one of the alternative strategies for its development: growth, reduction or merger.

a general name for materials in the press and works of art containing positive, commercially important information for a particular company.

Bagiev Georgy Leonidovich, academician

additional funds of the company for solving various problems of market activity. They are used for personal selling, public relations events and sales promotion. These include printed materials in the form of flyers, booklets, brochures, postcards, etc., as well as films, trade shows, portable samplers, annual reports and point of sale displays.

newspapers, magazines, radio, television

a category inherent in the commodity economy and manifested in the sphere of exchange and trade. S. expresses the constantly changing aggregate social need, represented on the market in various goods, consisting of many specific requirements of the mass of consumers, distinguished by great diversity.

Bagiev Georgy Leonidovich, academician

habits, features of the lifestyle and behavior of people forming certain population groups.

assessment of each market segment and selection of service segment/s in order to select the most promising one for focused advertising exposure.

Tabledot - a common dining table in boarding houses, large canteens and restaurants. Often used to advertise products.

a type of marketing, the implementation of which is based on the use of telecommunications and the Internet, allowing potential consumers to quickly search for and purchase goods and services in real and virtual markets.

Bagiev Georgy Leonidovich, academician

commercial competition. Used to select partners. For example, an advertiser announces a competition among several advertising agencies to solve a specific advertising problem.

a set of activities and strategies aimed at setting and achieving business goals, which include the entry of a new product or group of products into the market (innovation), the modernization of goods already on the market (variation) or the withdrawal of a product from the production program (elimination), as well as assortment politics.

Bagiev Georgy Leonidovich, academician

1. The main principal directions of product policy, following which an enterprise can ensure a stable sales volume and profit at all stages of the product life cycle. Product strategies usually include: innovation, variation, elimination of a product or service.

2. Development of directions for optimizing the product range and determining the range of goods that create conditions for stable competitiveness and efficient operation of the company.

Bagiev Georgy Leonidovich, academician

a word, name, sign, symbol or combination thereof, artistically designed and used to individualize and distinguish manufacturers, selling organizations or products from competitors.

the main feature, characteristic or property inherent in the subject of advertising, which distinguishes it favorably from competitors and is attractive to consumers

the unity of constant artistic and textual elements in all advertising developments and advertising media of the company.

Organization and information support of events at client sites, consultations on the formation of PR services and other information structures

a market selected as a result of a study of markets for a particular product or service, characterized by minimal marketing costs and providing the company with the main share of the result of its activities

Bagiev Georgy Leonidovich, academician

a certain group of people consisting of potential consumers of a product (buyers and clients) to whom the advertising message is directed.

A personal selling technique based on allowing the product to be held in the hands or leaving it for some time with the future owner. It got its name because it is difficult to give up a puppy that you pick up.

Elasticity of demand

Elasticity - in marketing, the degree of change in one variable by a small relative change in another, for example, a change in demand for exported manufactured goods due to a change in the exchange rate or a change in demand as a result of a change in prices. Goods are considered less elastic if changes in prices have little effect on the demand for them.

the degree of influence of advertising media on consumers in the interests of the manufacturer or intermediary. Determined before and after the transmission of the advertising message. Determining the impact of advertising on sales results (economic efficiency) is carried out by relative comparison of advertising costs and product sales volumes based on the results of past activities. The accuracy of the latter method is not high, since sales results are influenced by many other factors in addition to advertising.

Bagiev Georgy Leonidovich, academician

Those who regularly visit the Internet and spend at least three hours a week there.

. Product range- a group of goods that are similar to each other in their purpose and functioning

. Bonus price discounts are provided to regular customers if they purchase a specified number of goods over a certain period (5-8%)

. Brand represents a name, term, symbol, design, or combination thereof that is necessary to identify the product of one manufacturer or seller and differentiate it from others in the market

. Stitching- this is the stitching or gluing of a compiled printed sheet or several sheets before cutting the publication to a given format

. Booklet- focused, but not stitched editions in 1/2 or 1 sheet area. Printed in large quantities and dedicated to one or a small group of products

. Geographic pricing strategy is aimed at assigning different price levels in different geographical regions

. Depth of product range- number of different types of brands, sizes, models within one product group

. Depth of product range - shows the presence of different brands and models in each product group

. Limit quantity of goods- this is the optimal volume of production and sale of goods necessary to cover capital investments and maintain the first profit. When selling goods in the maximum quantity, the enterprise will have zero profit, but the sales volume in the amount of “the maximum quantity of production is 1 unit of goods” will bring the first profit to the enterprise.

. Limit price- this is the price level of the equipment in question, at which the buyer who purchases the machine under study receives absolutely no advantages compared to purchasing an analogue machine. The indicator r of the marginal price allows you to combine the interests of both interested parties - both the consumer and the manufacturer. From the point of view of the producer, the concept of price includes the content of the cost of material and other resources that are spent on creating the machine and, based on this, the higher the specified costs, the higher the price level. As for the consumer, from his point of view, the pricing process looks somewhat different due to the fact that, when purchasing a car, he pays not just for the totality of resources invested in the manufacturer, but for the opportunities that these resources embodied in the purchased equipment provide him , provide, that is, in other words, for the functions it performs, the totality of which is characterized by certain groups of indicators, namely classification, functional and purpose indicators.

. Demarketing used when there is excess demand, i.e. it needs to be reduced, since the enterprise is not able to satisfy it with maximum use of production capacity. The main task of demarketin. Ngu - find ways to temporarily or permanently reduce demand by increasing prices, weakening sales promotion efforts, reducing service costs.

. State monopoly- this is any state enterprise or private firm that works under government orders

. Diversification of production represents a reorientation of the enterprise to the production of fundamentally new products that are required by the target market, subject to the use of existing production capacities, i.e. with minimal costs.

. Dealer price discounts cover the dealer’s own expenses for sales and service, and also ensure that he makes a profit

. Differentiated Marketing involves the enterprise covering several target segments, taking into account their features and characteristics

. Market differentiation offers groupings of consumers depending on their requirements and personal characteristics in order to best satisfy each individual consumer through an individual approach

. Economic conditions is a form of manifestation in the market of systematic conditions and factors of the reproduction process, expressed in a certain ratio of demand, supply and price dynamics in the economic situation; they are distinguished: general economic situation; commodity market conditions.

These are, first of all, the conditions under which a free exchange of goods and services is possible, depending on the interests of the participants in this process. In our case, by economic space we will understand the emergence of real conditions for the exchange of goods between producer and consumer. Therefore, at the second stage it is proposed to perform express diagnostics of potential product markets. Based on the fact that economic space forms the conditions for the free exchange of goods and services depending on the interests of the participants in this process, economic space is understood as the emergence of real conditions for the exchange of goods between producers and consumers.

. Equipment operational performance characterizes the ability of equipment to perform its functions, but not in certain (reference) conditions, but in actual (i.e., in any) operating conditions, and the influence of such actual conditions should be characterized by an indicator of the quality of use (operation) of the equipment. The operational performance of a machine, in contrast to the technical performance, is determined taking into account the reliability of the machines, as well as technological, organizational interruptions in their operation, including downtime of equipment when refueling it; necessary breaks in work when moving it, if necessary, outside the production space (for example, for lifting equipment, such as a construction site) and tin, changes in working equipment taking into account the rest time of the employee servicing the machine in question, as well as other breaks in the process of operation within a certain calendar period of time provided for by the work project or the relevant norms, rules, instructions and technical operating conditions for productivity as an integral indicator of functioning is the parameter by which an analysis and comprehensive assessment of the functioning of the equipment should be carried out.

. Economic space of the enterprise- a certain set of typical situations in which free exchange of goods or services is possible between producers and consumers

. Elastic demand- price elasticity 1. A small change in prices leads to large changes in the amount of demand. At the same time, total income (revenue) increases when prices decrease, so it is profitable to reduce prices, and decreases if prices increase.

. Aesthetic function- a function that gives the system an attractive appearance, improving the external perception of the object by the consumer

. Ergonomic function- a function that increases the ease of use of a given object by a person

. Market volume is a market indicator that characterizes the fundamentally possible volume of production and consumption of products in a specific market for a certain period

Product life cycle- this is a concept with the help of which the process of developing a product, its sales, making a profit, the behavior of competitors, the development of strategic marketing from the moment the idea of ​​​​distributing a product to the moment it is withdrawn from the market is reflected.

. Strict technical parameters of the product are intended to describe the main functions of the product and the characteristics associated with them, which are determined by the “design principles of the product”, which, in turn, are divided into parameters of purpose (classified by cation, technical efficiency, structural, ergonomic and type) and regulated by parametric parameters.

. Request is a need supported by the purchasing power of the consumer

. Mixed marketing is the most difficult and most successful. It involves the implementation of simultaneous work to identify the needs and requirements of the consumer and the creation of goods. The main goal of mixed marketing is early detection. To hide the demand for a product, assess the potential capacity of the market and offer the consumer the right product at the moment when the consumer realizes that there is a need for the product.

. External functions- functions reflecting the relationship between an object and its scope of application

. Destination index- this is an indicator that is a set of those indicators that are designed to characterize the purpose of the machine, and values ​​are assigned to them at the design stage of each specific class of products in the process. ESI development of technical specifications. The components of the index under consideration at subsequent stages of the machine’s life cycle are unchanged (considered given values) and represent a solid foundation on which the competitiveness of products is formed at home, since when choosing a product for industrial purposes, the consumer begins to filter out machines that are not suitable for him from the proposed list precisely according to the indicators original Thus, the machine developer is fully responsible for the level of this index, and he must treat this process with full responsibility, based on marketing research in the eyes of potential consumers.

. Integrated Marketing involves the use of one method of marketing orientation (product / consumer)

. Irrational demand- this is the demand for goods that are harmful to the health and well-being of both the individual, society and the environment

. Catalog- multi-page bound publication in 1/4 or 1/16 part of the sheet, dedicated to the entire range of the company’s products. Contains little text, many technical photographs, tables. It does not have a propaganda or informational orientation.

. Demand elasticity coefficient- shows by what percentage the sales volume changes when the price changes by 1%

. Conversion Marketing - This is marketing with negative demand, when all or most consumers reject a given product or service and agree to additional costs to avoid consuming such a product. The main task of marketing in this case is to “find out the reasons for such a negative attitude of consumers and develop a marketing program that makes it possible to increase the attractiveness of the product by modifying the product, assigning additional properties to it, intensifying advertising activities, and reducing its price.

. Competitiveness- this is “a set of characteristics of a product and services accompanying its sale and consumption, distinguishing it from analogous products in terms of the degree of satisfaction of consumer needs, in terms of the level of costs for its acquisition and operation,” which gives the product the ability to meet consumer expectations and provides the opportunity for the product to be sold . In addition, the level of competitiveness can only be determined by comparing competitors' products with each other, i.e. competitiveness is the ability to sell a product on a potential market while simultaneously conquering most of it, which, like any type of activity, can be planned.

. Product-oriented marketing The main goal is to produce a product first and then ensure the promotion of this product to the market. The difficulty of this marketing lies in the fact that the product created by the enterprise does not always meet the requirements of consumers. As a result, marketing activities are reduced only to stimulating sales.

. Consumer-oriented marketing involves, first of all, identifying the consumer and his needs, demands, requests, on the basis of which the production of goods is carried out. The difficulties of this marketing lie in the fact that the company loses a large part of consumers during the period of development and creation of the product, i.e. from the moment the need is identified until the product reaches the market. In addition, there is a loss of target consumers of the enterprise due to competition.

. Marketing, developing used for potential or latent demand, i.e. a situation in which a significant part of the market has some need or desire that cannot be satisfied by the existing set of goods on the market. A. The main task of marketing is to determine the potential capacity of this market and develop a product that would ideally meet consumer requirements.

micromarketing involves the enterprise performing a limited set of marketing functions and functioning in the domestic sales market

. Minimum limit price- this is the price level at which variable costs are covered. Thus, the minimum marginal price is the level of unit variable costs

. Soft technical parameters of the product are intended to describe the aesthetic properties of products, including design, color, packaging, their significance increases if the “hard” indicators of the product coincide with the need or an analogue product, because they add originality, originality and attractiveness to the product.

. Excessive demand- this is a state of demand in which a manufacturing enterprise or a group of them cannot satisfy consumer demand, subject to the maximum use of industrial capacity

. Saturated market- this is a market when a product is constantly on sale and available to consumers with average incomes. This concept applies to luxury goods. It is used for goods that the average consumer can use to satisfy their needs and wants.

. Negative demand- this is a state of demand in which the majority of consumers on the market have a negative attitude towards the product and agree to any costs and inconveniences in order not to consume this product

. Inelastic demand- price elasticity 1. Changes in price have little effect on the volume of demand. Total income increases when prices increase and falls when prices decrease.

. Unregulated monopoly- a private enterprise that carries out production and marketing activities independently, without the intervention of government agencies. The company itself sets the price for its products, such as the market can bear. One company does not always set the maximum price for the following reasons:

. Irregular demand- this is a situation in which there are fluctuations in demand, spread over a specific period of time on an hourly, seasonal, daily basis

. Undifferentiated Marketing involves satisfying the needs of the entire market with one product

non-integrated marketing- assumes dual orientation

. Dissimilar products- these are goods for which the primary decision-making factors for purchasing are technical properties, functionality, and operational parameters, and the secondary factor is price. From the entire set of products offered on the market, only those that meet the requirements for quality characteristics are selected, then, if the latter coincide, the selection is carried out according to cost parameters.

. Market Niche or Market Window- this is a market indicator that characterizes that part of the market whose consumers have needs that cannot be satisfied with goods offered by existing manufacturers

. Need- a person’s feeling of lack of something

. Exchange- This is the basic concept of marketing as a scientific discipline, which represents the content of a desired object instead of providing something. This is one of the 4 means by which a person can get the desired object (self-sufficiency, taking away, begging, exchange).

. Single (unitary) demand- changes in prices are compensated by changes in demand, so that total sales revenue remains unchanged

. Operational goals marketing are short-term goals that involve the development of a step-by-step marketing program, taking into account all the nuances and peculiarities of the circumstances in each individual market segment in a specific period of time.

. Passive demand or lack of demand- this is a demand in which the consumer either does not know about the product, or knows but is indifferent to it

. Supportive Marketing used when there is full demand, when the enterprise is satisfied with its turnover. The main objectives of marketing: ensuring that demand is maintained at the existing level, despite fierce competition and changing habits and requirements, constantly studying demand and improving the product in accordance with changing needsb.

. Full demand- this is a state of demand in which manufacturing enterprises are satisfied with their turnover

. Extension of the assortment group- addition to the range of products of the same group

. Product positioning on the market- this is the determination of the product’s place in the sales market among analogues

. Equipment operation level indicator- this is an indicator, the value of which characterizes how fully and efficiently the consumer uses for his own production process those parameters and properties of the machine that were included in it by the designer and the manufacturer at previous stages of the life cycle. Thus, in the case of a low return on the machine compared to what was expected at a correspondingly high level of the destination index and technical level indicators, the culprit is only the consumer himself.

. Services- intangible objects of sale in the form of benefits that the consumer receives and which do not involve the transfer of ownership rights. Services differ from other types of goods in that the processes of sale and consumption are separate and cannot be separated in time.

. Need- desire or their combination, forming the need to receive and pleasure, manifestations as incentives for the behavior of people, that is, consumers. The need of consumers is ultimately expressed by the need to obtain the necessary functions.

. Hidden demand- this is a state of demand in which a significant part of consumers in the market have desires that they cannot satisfy with the goods that are offered on it and use substitute goods that completely do not solve problems.

. Machine performance and is the “quantity of production, expressed in certain units of measurement” (weight, volume and type), that the machine does or can do per unit of time (hour, shift, month or year)

Industrial Marketing- this is a type of marketing that is used to organize and manage product development, the pricing process, product promotion and promotion of sales of industrial products, while satisfying the needs of a specific organization.

. Avenue- these are bound publications of 1/8, 1/16 sheet area, well-illustrated, commercial and propaganda publication, telling about the purpose of the product, its technical, economic and socio-economic advantages.

. Counteraction Marketing - formed due to irrational demand for goods that are harmful both to the consumer himself and to society and the environment as a whole, i.e. it must be reduced to zero. The main task of the brand is to convince the consumer to give up bad habits by disseminating frightening information, limiting access to goods, and sharply increasing prices.

. Regulated monopoly is a private enterprise that operates in the market under the control of government agencies. The state allows the company to set markups, ensuring a certain rate of profit, which makes it possible to maintain the level of production and, if necessary, expand it. If the rate of profit exceeds the established one, then the income received as a result is transferred to the state budget.

. Advertising slogan- in the theory and practice of advertising, this is the title of the advertising message. It differs from the usual headline in its increased emotional load, richness, strong subtext, calling for an act of entering into contact with the manufacturer of a given product or purchasing a product for individual purposes.

. Remarketing used in the case when demand is declining and it is necessary to give it a new impetus, in which there is a constant decline in the reputation and popularity of the product. Every product is sooner or later forced out of the market by other more advanced and modern products. The main task of marketing is to analyze the reasons for the decline in market conditions and determine whether sales can be stimulated again by finding new target markets.

. Market is a collection of actual and potential consumers of a product. The stages of market formation are associated with the ways people satisfy their needs and requirements: self-sufficiency, decentralized exchange and centralized exchange. Thus, the market is a sphere of exchange, but it is not trade, because the first category is a special economic concept, and the last is economic branches.

. Market of monopolistic competition consists of many sellers and buyers entering into an agreement over a wide range of prices, which is explained by a wide selection of goods in terms of quality, physical and operational properties, external design, and functionality.

. Market of oligopolistic competition has the most common structure. The number of sellers on it is small. They are very sensitive to each other's pricing policies. The small number of sellers is explained by the difficulties of entering the market, which are also associated with the complexities of the technological process necessary for the production of this type of product. The products in this case are very expensive.

. Buyer's market represents relations in the market in which the consumer has more power, and the manufacturer and seller become more active and proactive

. Seller's Market- this is a situation when the seller or producer has more power than the consumer or buyer and the latter is more active, that is, demand exceeds supply

. Pure competition market is a market in which there are a large number of sellers and buyers of any similar product. The goods offered on such a market are the same in terms of technical and operational parameters for the consumer, so it makes no fundamental difference which manufacturer to purchase them from. None of the individual consumers and producers is able to greatly influence the level of current market prices. Prices in. In this case, they are set at the market level. There is no need to raise or lower prices, because the market is filled with identical goods and prices are stable.

. Pure monopoly market characterized by the presence of one seller - a government organization, a private regulated monopoly, an unregulated monopoly

. Market segment consists of consumers who have the same requirements for the products they consume and respond in the same way to the same marketing incentives, incentives and stimuli

Market segmentation is the process of dividing the market into shares, and consumers into groups, based on differences in needs, requirements, tastes and behavior when purchasing and consuming a product

. Synchromarketing necessary if demand is irregular and needs to be stabilized (sales fluctuate on a seasonal, daily, hourly basis, which causes the problem of overload or underload). The main objectives of marketing: developing a program that allows you to smooth out fluctuations in demand through a flexible pricing policy, flexible advertising policy, etc.

. Reduction of product group- reducing its breadth by reducing the variety of items offered. This may be caused by poor choice of brand to use as leverage.

. Downward demand- this is a state of demand in which there is a constant decline in the enterprise’s trade turnover and the popularity of the product

. Special price discounts- is the subject of a trade secret, up to 8%. Undertaken for those buyers in whom the company is especially interested

. Incentive marketing - This is marketing that characterizes passive demand for goods or services. The main task of marketing is to find ways for prisoners. Linking the inherent benefits of a commodity to natural human needs and interests

. Strategic Marketing Goals- these are goals that are aimed at increasing profits, sales volumes of manufactured products, and expanding the occupied market share in the long term, and provide for the development of an action program for promising assets in accordance with the production capabilities of the enterprise and the market situation. Due to the instability of the economic and market situation, the strategic period in marketing is approximately 3-5 years.

. Strategy for using discriminatory prices is aimed at certain market segments where prices are set at the highest level. This can only be done with consumers who are poorly versed in the market situation and are very interested in the product.

. Deep market penetration strategy aimed at expanding the market share owned by the manufacturer through the use of flexible pricing, marketing and sales policies

. Flexible, elastic pricing strategy offers price level management depending on the financial capabilities of consumers. This policy is acceptable for industrial products and durable goods

. Differential pricing strategy is based on the principle of searching the market for a product that can serve as a basis for pricing due to coincidence or being in the same range of functional and operational parameters. In this case, the task of pricing is to determine the amount of difference that would be acceptable to consumers.

. Single Price Strategy for all buyers strengthens their trust in the manufacturer. At the same time, it becomes possible to sell products through the use of catalogs and mailing.

. Skimming strategy used in cases of introducing goods of hidden demand to the market. The manufacturer retains a large share of the total profit for the period of sole operation in the market and satisfying consumers, as they agree to pay any high price for the product. As the market becomes saturated with products, the company reduces the price and moves on to developing other sectors.

. Unrounded price strategy involves setting prices with odd numbers and is aimed at the psychological perception of the product and its price by the consumer. So it is more useful to set a price for a product in the amount of 4 hryvnia 99 kopecks than 5 5 hryvnia (the buyer associates the price with the number four, not five).

. High Price Strategy used for well-known brands or when the product differs in quality and performance level from products that are offered on the market

. Breakthrough Strategy is aimed at setting the minimum possible prices for goods in the first stages of an enterprise entering the market in order to stimulate sales, and then, as consumers are won, a gradual increase in the price of the product is carried out to a level that will reflect its technical and qualitative condition. This strategy is effective in markets for goods with elastic demand and high capacity, while profit growth is achieved due to the sensitive reaction of buyers to low prices, and they increase the volume of purchases.

. Folded- this is the compilation of printed two or something without stitching and gluing

. Similar products- these are goods in the purchase of which the main factor is price characteristics, since at the technical and functional level they are no different; their share depends on professional qualities and convinces the seller’s confidence in how well he can justify the price.

. Tactical Marketing Goals are formed for the medium term and involve more detailed planning than strategic planning, taking into account the current situation in each specific sales market in which the company operates, for each specific type of product separately. The tactical time frame in marketing is approximately rec.

. Technical performance of equipment characterizes the volume of products produced during conventional units of time into which the working period is divided. When calculating the technical productivity of equipment, in addition to its structural properties, Urahov takes into account the conditions of work and technological breaks, and only organizational breaks are not taken into account. Technical productivity is determined for specific production conditions. It is the main one for comparing machines with each other, for determining the degree of its use, as well as an indicator of the technical characteristics of a future machine when developing requirements for its design. The amount of technical productivity is not an indicator; it depends on the reliability of the machine, and is determined for each piece of equipment according to the specifics of its robotics.

. Product- this is everything that can satisfy the consumer

. Emergency Items- These are goods that the consumer will purchase only when absolutely necessary. The consumer does not need them constantly, like the goods of the previous two groups, but in an emergency situation it is necessary to mobilize all efforts to provide them with complete market peace.

. Impulse products These are goods whose acquisition and consumption are not planned in advance. The buyer pays attention to this type of product and will purchase it only when he sees it; in other cases, the consumer does not mention such a product and does not feel a need for it.

. Non-durable goods- These are goods that are completely consumed in one go. It is important for them to stimulate sales through price discounts that encourage repeat purchases

. Products new to the enterprise- when it itself carries out the process of development, testing, production and introduction of a product to the market

. Products new for the enterprise and for consumers- this is a situation when an enterprise itself carries out the process of developing tests, producing and introducing a product to the market, and consumers do not have prior knowledge about the product at the time of its introduction to the market.

. Products new to consumers- when they do not have prior knowledge about the product at the time of introducing it to the market

. Special demand goods- These are branded goods from well-known manufacturers with prestigious brands. A certain part of consumers agree to any inconvenience (increased price, remoteness of the supplier or dealer) for the sake of it. Vlad. Fall them.

. Passive goods- these are goods that the consumer either does not know about or knows about, but is indifferent to them. As for the first product, almost all new products are in this state - when they appear on the market, their large size is practically unknown, but the situation can be quickly improved through active marketing work, which is educational in nature. The complex situation with the second group of products of passive demand , if the consumer does not pay attention and does not notice the product, no matter how good it is. At the same time, it is necessary to find a connection between the advantages and benefits of the object of sale and the existing needs and requirements of their target consumers and bring this information to the latter in order to arouse their interest in the product that is being offered.

. Everyday goods- these are goods that the consumer uses regularly and, when purchasing them, spends a minimum of time choosing a specific product item

. Pre-selection items- these are goods that are always bought only after comparing them with each other in terms of technical indicators, functionality, performance characteristics, price, aesthetic properties and so on. In most cases, these products are classified as durable goods and the decision to purchase them is always reasonable.

. Goods of constant demand are purchased frequently and are essential goods. To implement them, a large number of retail outlets are needed, which should be located in crowded places

. Durable goods- these are goods that the consumer uses gradually over the course of repeated use

. Product nomenclature- this is the totality of all product groups offered to the manufacturer

. Product unit- is a separate integrity, characterized by indicators of price, volume, appearance and other attributes

. Product range of choice- these are all goods that are intended to satisfy a specific need or requirement

. Agreement- commercial exchange between two parties presupposes, at a minimum, the presence of their objective value significance and agreement on the conditions, time and place of its implementation

. Product group reduction- means a reduction in the depth of the product range and is applied if any type of product becomes obsolete or a decrease in the level of sales leads to a loss of profit

. target price- this is the price level at which the entrepreneur not only covers his total costs, but also retains the programmed profit

. Break-even price- this is the price at which the enterprise covers all total costs of producing a unit of output (the sum of variable and fixed costs). Thus, the expenses are already fully covered, but the profit has not yet been realized.

. Price elasticity of demand determined by the ratio of the change in the quantity of demand (in%) to the change in prices (in%)

. Price discount for quantity assigned in a very wide range from 1 to 30%, this is especially true for spare parts, which allows you to avoid a large number of small orders. As a result, sales volume increases and transport costs fall.

. Price discounts for autonomous supply- this type of special discounts is no secret. Carried out in case of sale to an intermediary company of various elements of the system (“in bulk” -

. Market share- this is a market indicator that characterizes part of the produced and simultaneously consumed products of a specific manufacturing company

. Breadth of product range- shows the number of product groups that are its components

. Product quality is a set of properties and characteristics of a product that determine the ability of this product to satisfy certain needs in accordance with its purpose. In addition, the necessary conditions for a clear definition of each specific need are provided, which must be characterized by properties and their quantitative characteristics and, what is especially important, must be taken into account when assessing quality and ki aspects such as functional suitability, safety, operational readiness, reliability, maintainability, economic factors and environmental protectiona.

Marketing services agencies

companies engaged in marketing research, advertising agencies, intermediary firms, consulting and other companies that provide services that contribute to achieving the company's goals and promoting products on the market.

Product adaptation

adapting a product to better meet local standards.

Competitor analysis

the process of identifying key competitors, assessing their goals, strategies, strengths, weaknesses, and range of likely responses, and selecting which competitors to attack or avoid.

Marketing Cost Analysis

analysis of the cost effectiveness of various marketing factors: assortment groups, sales methods, sales territories, participants in distribution channels, sales personnel, advertising means and types of consumption. Marketing cost analysis allows you to identify effective and ineffective costs and make appropriate changes.

Marketing plan analysis

analysis, including comparison of actual developments with planned or expected performance over a certain period of time.

Advertising effectiveness analysis

B

Customer Database

an organized array of comprehensive information about individual (or potential) buyers, including information of a geographical, demographic, psychographic nature, as well as data on purchasing behavior.

Basic analysis

the process of comparing a company's products and business processes with those of competitors or leading companies in other industries to find ways to improve the quality of products and the efficiency of the company.

Benchmarking

research of technology, technological processes and methods of organizing production and sales of products at the best enterprises of partners and competitors in order to increase the efficiency of one’s own company.

Business

entrepreneurial activity carried out at the expense of one’s own or borrowed funds at one’s own risk and responsibility, with the main goals of making a profit and developing one’s own business.

Business to business

market sector focused on organizing interaction between companies in the process of production and sale of goods or services. The B2B sector covers trade relations between firms carried out electronically.

Business to consumer

market sector focused on working with final physical consumers of goods or services. In the B2C sector, transactions between the manufacturer and the consumer of the final product are carried out electronically. The B2C sector consists of electronic stores and other organizations that sell products via the Internet directly to consumers.

Business plan

a detailed business plan for a certain period, establishing the indicators that the enterprise must achieve. For new businesses, a business plan is a mandatory document to help raise capital or obtain credit.

Business portfolio

a set of activities and products that a company deals with.

Business solution

a system that ensures the functioning of electronic business based on Internet technologies. A business solution can be implemented in the form of a portal, catalog, electronic store, etc.

Brand

a name, concept, sign, symbol, design, or combination thereof, intended to identify the goods or services offered by the seller, as well as to distinguish them from the goods and services of competitors.

Branding

area of ​​the marketing communications system involved in the development of a corporate identity, its elements, the formation of a unique image of the company that distinguishes it from its competitors

Marketing budget

a financial marketing plan, a system of indicators, a section of an enterprise’s marketing plan, in which in detailed form (by elements of the marketing mix or by marketing activities) the values ​​of costs, income and profits for the implementation of the company’s marketing activities are given. Marketing budget planning can be based on target profits or based on profit optimization.

IN

External audit

a detailed study of markets, competition, and the economic environment in which the organization operates.

Internal audit

assessment of the effectiveness and reliability of the “value chain” structure used by the company.

Secondary data

already existing information collected for other purposes.

Sample

the portion of the population selected for marketing research that is intended to be representative of the population as a whole.

Snowball sampling

deliberate sampling, depending on the researcher’s ability to set an initial set of respondents with the required characteristics; these respondents are then used as informants to determine the further selection of individuals with the desired characteristics.

G

Global Marketing

marketing based on the integration or standardization of marketing activities in different geographic markets.

D

Diagnosis of the competitive environment

a specific, independent stage of marketing research necessary to form a more complete and accurate idea of ​​the internal motives of competitors’ behavior.

Available Market

a group of buyers who have interest in, income and access to a particular product or service.

AND

Product life cycle

a certain period (cycle) of time, reflecting the main stages of development of a product from the moment of its development to its withdrawal from the market; the level of profit of the seller (producer) at each stage (stages) of the cycle directly depends on it. In the process of developing product sales and making a profit, five stages are usually distinguished: the stage of product development (pre-market), the stage of introducing (introducing) the product to the market, the stage of growth in product sales, the stage of maturity (saturation), the stage of decline in sales or elimination of the product from the market.

Z

Closed questions

questions that contain all possible answers and respondents choose one of them.

AND

Selective demand

demand for a given brand of product or service.

Brand image

a set of consumer opinions related to a given brand of product.

Product image

perception or hypothesis about the perception of a product by customers.

Industry

a group of companies offering a product or category of interchangeable products. The totality of all sellers of a product or service.

Innovation

an idea, product or technology launched into production and presented on the market, which the consumer perceives as completely new or as having some unique properties.

Interactive marketing (online marketing)

a form of direct marketing carried out using interactive computer services that provide online information services. For this purpose, systems are used that provide two-way electronic communication between the seller and the buyer.

Internet

a global information system, parts of which are logically interconnected with each other through a single address space based on the TCP/IP protocol. The Internet consists of many interconnected computer networks and provides remote access to computers, e-mail, message boards, databases, and discussion groups.

Internet advertising

Internet services

services provided to users: - providing access to the global network; - in the development and maintenance of Internet resources; - in the development and placement of Internet advertising.

Information support for marketing systems

a set of tools and methods for preparing marketing documentation, organizing data storage, coding and searching for information about the state and behavior of marketing systems.

Cause-and-effect research

marketing research to test hypotheses about cause-and-effect relationships.

TO

Qualitative research

exploratory research conducted to identify consumer motivations, reactions, and behavior. Focus groups, interviews and the robust matrix method are the methods used in this study.

Qualifying market

a population of buyers who have an interest in and have income, access, and use rights to a particular product or service.

Key Success Factors

These are those organizational strengths and weaknesses that have the greatest impact on the organization's success. They are determined in relation to competitors.

Coding

a technique by which data is organized into categories. Through encoding, raw data is turned into characters - usually digital - that can be tabulated and counted.

Quantitative Research

research that involves obtaining information from a large number of customers through mail or personal interviews for statistical analysis.

Commercialization

development of mass production and release of new products to the market.

Promotion complex

Total Quality Management

programs aimed at continuously improving the quality of products, services and marketing activities.

Competitive market map

distribution of market shares of competitors, allowing you to control the place (leader, outsider) of a competitor (or your own company) in the market. Determined based on the results of an analysis of the market position of competitors in specific product markets.

Competitive advantage

the advantage a company gains over competitors by offering consumers greater value, either by offering goods and services at lower prices than competitors, or by providing consumers with greater benefits that sufficiently offset higher prices for goods and services.

Product competitiveness

a set of quality and cost characteristics of a product that provides its advantage in the market over competing products in satisfying a specific need.

Consulting

consulting manufacturers, sellers, buyers in the field of technological, technical, expert activities. Services for market research and forecasting, development of marketing programs, etc. provided by specialized consulting companies.

Consulting company

a company providing services: - market research and forecasting; - development of marketing programs; - to assess the effectiveness of projects; - on the creation and transformation of organizational structures; - finding ways out of crisis situations; - on assessing the value of objects, etc.

Contact audience

any group of people who have a real or potential interest in a company and on whom the company depends on achieving its goals.

Marketing coordination

an integral element in the marketing management system, the process of coordinating and streamlining the actions of elements of the marketing system in the course of continuous interaction and exchange of resources at various hierarchical levels of their action, impact and interaction. The main purpose of coordination in marketing is to ensure unity of interests and regulation of interaction between all participants in the marketing system.

Coupons

certificates that provide the opportunity to save money when purchasing certain goods.

L

Personal selling

provision of goods to one or more customers, carried out in the process of direct communication and with the goal of selling and establishing long-term relationships with these customers.

Logistics

a set of independent methodology, theory, methods and methods for optimizing all types of flows (physical, information, energy, etc.) accompanying economic, social and communication processes in the sphere of creation, reproduction and consumption of goods and services in the conditions of the functioning and development of market relations .

M

Macro environment

component of the company's marketing environment is represented by broader social forces that influence the microenvironment, such as demographic, economic, natural, technical, political and cultural factors.

Marketing

a system for organizing the production and marketing activities of an enterprise, which is based on a comprehensive study of the market, assessment and consideration of all conditions for the production and sale of products, goods, services in the near future and in the longer term. The main elements of marketing are: marketing research and information collection, product range planning, sales, advertising and sales promotion. Marketing is a social and managerial process by which individuals and groups satisfy their needs and wants through the creation and exchange of goods and consumer values.

Marketing audit

audit, detection of weaknesses in the concept, strategies and marketing plans, in the results of their implementation. Comprehensive, systematic, independent and periodic review of the external marketing environment, goals, strategies and individual types of marketing activities of the company and its divisions.

Marketing Controlling

a system for organizing control of the results of an enterprise's marketing activities. Includes control and audit subsystems, which involve, respectively, planning, organizing and conducting processes for measuring, auditing and evaluating the results of the implementation of concepts, strategies and marketing plans, and the effectiveness of management activities to achieve tactical and strategic marketing goals.

Marketing management

marketing management at various levels of a market economy. Purposeful coordination and formation of all company activities related to market activities at the enterprise level, at the market level and at the level of society as a whole.

Relationship Marketing

the process of creating, maintaining, and expanding strong, mutually beneficial relationships with customers or other interested parties.

Marketing statistics

type of professional activity for collecting, processing and analyzing data on the state and development of marketing systems.

Marketing activities

activities related to the implementation of marketing functions (marketing research, marketing organization, sales, pricing, product policy, development of strategies and marketing plans, product promotion, marketing intelligence, benchmarking, etc.) with the aim of creating and reproducing demand and ensuring the company’s profit .

Marketing logistics

the activity of planning, executing and controlling the physical movement of materials, finished products and related information from the place of their production to the place of consumption in order to satisfy the needs of consumers and generate profit.

Marketing information system

specialists in collecting, classifying, analyzing, evaluating and disseminating relevant and accurate information for making marketing decisions, as well as relevant methodological techniques and equipment.

Marketing system

a set of socio-economic formations (elements) of the market space (environment), each of which has independence and integrity, are in continuous interaction regarding the formation and development of demand for goods and services in order to make a profit. Includes such elements as: producer company, supplier company, competitor company, intermediary company, consumer (market).

Marketing Solution

one or more alternatives from a variety of possible options for implementing one or a set of marketing activities necessary for the sustainable formation, development and satisfaction of demand for goods or services of consumers.

Marketing environment

a set of entities and forces operating outside the company that influence the development and maintenance of relationships by marketing services with target customers.

Marketing strategy

an element of the enterprise's strategy aimed at developing, producing and delivering to the buyer goods and services that best meet his needs. There is a distinction between a strategy for attracting customers and a strategy for promoting a product.

Marketing research

a type of activity that, through information, connects the consumer, buyer and public with the marketer; the information obtained serves to identify and define marketing opportunities and problems; to develop, improve and evaluate marketing actions; to track the results of marketing activities; and to improve understanding of the marketing management process.

Marketing Intelligence

day-to-day information about changes in the marketing environment that helps managers create and improve marketing plans.

Marketing Factors

market conditions in which the manufacturer is forced to operate.

Marketing analysis

studying the market for goods and services, supply and demand, consumer behavior, market conditions, price dynamics in order to better promote their products.

Marketing audit

a comprehensive, systematic, independent and regular study of the company's environment, goals, strategies and activities in order to develop proposals for drawing up an action plan aimed at increasing the company's marketing effectiveness.

Marketing complex

a set of controllable marketing tools - product, price, methods of distribution and promotion of goods, the combination of which the company uses to obtain the desired reaction of the target market.

Marketing potential

the total ability of the marketing system (enterprise) to ensure the constant competitiveness of the enterprise, the economic and social situation of its product or service on the market through planning and conducting effective marketing activities in the field of demand research, product, pricing, communication and sales policy, as well as the organization of strategic planning and control the behavior of the product, competitors and consumers in the market.

Merchandising

This is a set of activities carried out on the sales floor and aimed at promoting a particular product, brand, type or packaging, the result of which is always to stimulate the desire of consumers to choose and buy the promoted product.

Forecasting methods

scientific foresight based on the analysis of factual data of the past and present of the object under study. Based on the length of the strengthening period, short-term forecasts are distinguished (up to 1.5 years); medium-term forecasts - (5 years); long-term forecasts - 10-15 years, based on a system of forecasts of various components. According to the form of presentation, forecasts are divided into quantitative and qualitative; According to the forecasting coverage of the research object, forecasts can be general and specific.

Microenvironment

component of the company's marketing environment is represented by forces that are directly related to the company itself and its ability to serve its clientele, i.e. suppliers, marketing intermediaries, customers, competitors and contact audiences.

Marketing Models

a form of qualitative and quantitative description, representation of the behavior of subjects of the marketing system in the process of their interaction regarding the creation and reproduction of demand for goods and services in order to obtain or increase profits. A set of models (simulation, regression, correlation, etc.) reflecting and describing the functional, resource-based cause-and-effect relationships of subjects and the marketing environment in the design, organization, planning, operation and development of the marketing system.

Motivation

motivating actions that influence the buyer’s activity in the process of making a purchase decision.

N

Observation

collection of primary data when observing people and events of interest to the researcher.

Advertising media

specific media within each type, such as specific magazines, television shows, or radio programs.

ABOUT

Descriptive research

marketing research conducted to better define marketing problems, situations, or markets, such as the market potential of a product or the demographic characteristics and attitudes of consumers.

Survey

collection of primary data aimed at clarifying the knowledge, views, preferences of consumers and characteristics of purchasing behavior.

Marketing organizational structures

a variety of interaction schemes for the main divisions of the marketing service, based on modifications of the basic principles of management: centralization, decentralization and flexibility. There are functional, product, market and matrix organizational structures of marketing and their modifications.

Developed market

a group of customers who have already purchased a particular product or service.

Open questions

questions that allow respondents to answer in their own words.

Public Relations (PR)

a system of relations between the company and the public, the press, elected institutions and public organizations, which allows the formation of a favorable public opinion about the company, the goods, services it produces, etc. Typically, relations with the public are carried out on a non-commercial basis.

P

Publicity

activities related to the dissemination of various information about the company or its products in the media, not paid for by the sponsor.

Primary data

information collected for the first time for a specific purpose.

Primary demand

the level of aggregate demand for all brands of a given product or service.

Product positioning on the market

a set of measures thanks to which in the minds of target consumers a given product takes its own place, distinct from others and advantageous for the company, in relation to similar products.

Product position

the place occupied by a given product in the minds of consumers in comparison with similar competing products.

Cognitive (cognitive) dissonance

consumer dissatisfaction, which is the result of doubts about the correctness of the choice that arise after making a purchase.

Exploratory research

collecting preliminary marketing information that will help define the problem and develop a hypothesis.

Buying behavior

purchasing behavior of final consumers - individuals or families who purchase goods and services for personal consumption.

Potential market

a group of buyers who show interest in a particular product or service.

Customer value

a consumer's value judgment about a product's ability to satisfy his or her needs.

Consumer market

individuals and families purchasing goods and services for personal consumption.

Postal survey

Questionnaires are mailed to selected respondents, along with a postage-paid envelope. Respondents return the questionnaires with their responses by mail back to the research company.

Presentation

one of the stages of the sales process in which the salesperson lays out the "story" of the product being offered and demonstrates exactly how it will make or save money for the buyer.

Test marketing

stage of the product development process in which the product and marketing program are tested under market-like conditions.

Forecasting

a technique for estimating future demand based on assumptions about the most likely buyer behavior if a number of conditions are met in the future.

Market Research Process

a set of stages and actions associated with the formulation of a problem situation, preliminary planning of a study, development of a research concept design, collection of information (data), processing and preparation of information, summing up the results of a study (analysis and forecast).

Marketing Management Process

it is the process of analyzing market opportunities; selection of target markets; development of a marketing mix and implementation of marketing activities.

Direct mail

Direct Marketing

a system of selling goods through various means of advertising, which involves direct contact with the consumer and is usually aimed at obtaining an immediate direct response from him.

R

New product development

the process of creating original, improved and modified products based on the enterprise conducting R&D on its own. This process typically includes steps such as idea generation, idea selection, new product concept development and testing, marketing strategy development, business analysis, new product development, test marketing, and commercialization.

Distribution of samples

offering a small amount of product for testing.

Regional Marketing

organization of marketing activities in the region.

Advertising

public notification by the company of potential buyers, consumers of goods and services about their quality, merits, benefits, as well as the merits of the company itself. Advertising tries to translate the quality of goods and services into the language of the needs and wants of customers. Advertising of goods involves the use of specific artistic, technical and psychological techniques in order to create and stimulate demand and sales.

Reference groups

groups that are direct (in direct communication) or indirect objects for comparison or role models in shaping the views or behavior of an individual.

Market

the totality of existing and potential buyers of a product or service.

WITH

SWOT analysis

analysis of the organization's strengths and weaknesses, opportunities and threats.

Press Relations

Market segment

a group of buyers who respond similarly to a specific set of marketing incentives.

Market segmentation

dividing a market into distinct groups of buyers with common needs, characteristics, or behaviors who require specific types of products or a specific marketing mix.

Marketing communications system

a set of subjects (senders and recipients), means, channels, direct (messages) and reverse (recipient's reaction) connections in the process of interaction of the marketing system with the external environment.

Aggregate Market Demand

The total quantity of goods or services of a given type that can be purchased by a specific group of consumers in a specific geographic area over a specified period of time in a specific marketing environment and given a specific level and mix of industry marketing efforts.

Mass media

non-personal communication channels, including print (newspapers, magazines, direct mail advertising); television and radio broadcast media, visual advertising media (billboards, signs, posters).

Sales promotion

one-time incentive measures to encourage the purchase of certain goods and services.

Strategic element of business

a direction of a company's activities that has a separate mission and objectives, the activities of which can be planned independently of other areas.

Strategic planning

It is the managerial process of creating and maintaining a strategic fit between a firm's goals and its marketing capabilities and opportunities. It is based on a clearly defined company mission statement, a statement of supporting goals and objectives, a healthy business portfolio and a growth strategy.

Cost analysis

a method of reducing production costs that involves carefully studying individual components of a product and searching for opportunities to standardize them, change the design, or produce them using cheaper technology.

T

Telemarketing

using the telephone to sell directly to customers.

Telephone survey

a telephone conversation between a representative of a research company, or interviewer, and a respondent, or interviewee.

Product

anything that can be offered in the market to attract attention, awareness, use or consumption and that can satisfy a need or desire. Goods can be physical objects, services, places, organizations and ideas.

Product policy

a set of activities and strategies aimed at setting and achieving business goals, which include the entry of a new product or group of products into the market (innovation), the modernization of goods already on the market (variation) or the withdrawal of a product from the production program (elimination), as well as assortment politics.

Product strategies

the main principal directions of product policy, following which an enterprise can ensure a stable sales volume and profit at all stages of the product life cycle. Product strategies usually include: innovation, variation, elimination of a product or service. Development of directions for optimizing the product range and determining the range of goods that create conditions for stable competitiveness and efficient operation of the company.

Trading agent

a person who works for a company and performs one or more of the following activities: prospecting and reconnaissance, dissemination of information, maintenance, information gathering.

U

Package

container, the material in which the goods are placed. Designed to preserve the properties of the product after its manufacture, as well as to make the cargo compact for ease of transportation.

Marketing Management

Analyzing, planning, implementing and monitoring programs aimed at creating, maintaining and expanding profitable relationships with target customers to achieve organizational goals.

Services

any activity, benefit, or way of satisfying a need offered for sale.

F

Franchising

a contractual partnership between a manufacturer, wholesaler, or service organization and independent businessmen who purchase the right to own and operate one or more firms in a franchise system.

Focus group

personal interviews conducted simultaneously with a small number of people; The interview is designed more as a group discussion than direct questions to obtain information.

C

Target market

part of the qualifying market into which the firm has decided to target its activities. A market selected as a result of a study of markets for a particular product or service, characterized by minimal marketing costs and providing the company with the main share of the result of its activities (profit or other criteria for the purpose of introducing a product or service to the market).

Price policy

a set of activities and strategies for managing prices and pricing, the art of setting prices for goods (services) that would correspond to production costs, market conditions, satisfy the buyer and bring the planned profit. Pricing policy is considered only in the context of the general policy of the company.

Price elasticity

a measure of the sensitivity of demand to price changes.

H

The Four R's of Marketing:

1- Product - includes product design and development, branding and packaging; -2- Place - includes the channels used to move the product from the manufacturer to the buyer; -3- Price - includes the price at which a product or service is offered for sale and sets the level of profitability; -4- Promotion - includes personal selling, advertising, public relations, sales promotion, direct marketing, and point-of-purchase and packaging information.

E

Ego marketing

marketing of an individual. Activities related to the study of the characteristics and qualities of an individual, the needs of consumers and society that shape the demand for this individual, research of the market of specialists and public figures, the development of methods for improving a specific individual, the development of a program for promoting an individual to the market of specialists and public figures.

Economic efficiency of marketing activities

A relatively diverse (across all stages of the marketing process) result that meets the final and intermediate goals of marketing activities. The ratio of the effect (result) of marketing activities to all costs accompanying this process. The return on costs associated with marketing activities, which can be assessed as the ratio of the effect, result, expressed in natural (material or intangible) or cost (price) forms to the costs of all necessary resources (material, technical, labor, etc.) for the organization and carrying out marketing activities.

Economic efficiency of marketing activities

the ratio of the result (effect) from marketing activities to the totality of costs necessary for their implementation. Indicator of the effectiveness of the marketing complex (marketing mix). It is measured in natural (material and immaterial) and cost forms.

Economic analysis

An assessment of the likelihood that actual sales volumes, market share, and profits from a new product will correspond to expectations.

Experiment

collecting primary data by identifying comparable groups of people and monitoring variables and group reactions in different situations.

Expert survey

Interviews with people knowledgeable about the subject of the study.

Electronic business

a business based on the use of information technology in order to ensure optimal interaction between business partners and create an integrated value chain. E-business includes: sales, marketing, financial analysis, payments, recruiting, user support and partner support.

Electronic consulting

type of e-business, including: - professional consultations with clients via e-mail; - provision of certificates from information services; - conducting various surveys on the Internet, etc.

Email Marketing

marketing activities using information systems and networks.

Efficiency of the marketing system

an indicator of the ability of a marketing system to ensure a continuous process of generating the reproduction of demand for goods and services at a given level of marketing costs. A criterion, an indicator of the quality of functioning of a marketing system.

Effectiveness of marketing decision making

a measure of utility, the relative result of the price of economic risk from the chosen option for solving a marketing problem from the set of considered (possible) alternatives. The ability of the chosen solution to a marketing problem to bring an economic effect.

The world of marketing is full of acronyms and jargon that can make newbies' heads spin. Even the very thing is not always clearly interpreted by a person who is little familiar with the peculiarities of the market and the field of sales. In addition, things change very quickly in the industry, and it is difficult to keep up with these changes.

Why do you need to know the terms?

New marketing terms come up all the time, and they can confuse anyone. But knowing these concepts means you stay on top of the latest trends and are able to quickly explain them to the rest of your team. Understanding what certain marketing and advertising terms mean will help you demonstrate to your boss that you want to be a better employee. This means that career advancement will become more realistic.

History of marketing

The term “marketing” itself literally means market activity. It can also be translated as “working with the market”, “mastering the market”. The term “marketing” appeared at the turn of the 19th and 20th centuries. from the English word "market". It refers to the process of identifying and constructing customer needs and creating advertising that will meet these expectations.

Network marketing

The goal of marketing campaigns is to increase sales by satisfying customer needs. Much later, multi-level or network marketing appeared. Its difference is that buyers can sell the goods themselves by becoming distributors. Terms in network marketing are mainly related to the performance of salespeople and their relationships within the company. For example, “network of distributors”, “excessive income”, etc.

Different Definitions of Marketing

There are various definitions of the term "marketing". One of the most common is to designate it as a set of measures to satisfy emerging needs and requirements of customers. According to one version, the term “marketing” was proposed in 1953 by Neil Borden, who referred to the work of James Culliton. There is also an opinion that Japan became the birthplace of marketing. This assumption was made by the American scientist Peter Drucker, describing the trade policy of Mr. Mitsui, who in his activities was guided by the needs of clients, thereby being 250 years ahead of his time. In the traditional approach, profits were to be generated through the enterprise rather than through a product or service that satisfies consumer needs, as in the marketing approach.

4P concept

Another, now canonical, version of the term “marketing” was proposed by Gerry McCarthy in 1960. It included the 4P concept (product, price, place, promotion), based on four planning coordinates. These included the product itself, its cost, location of the outlet and promotion. Currently, most businesses in the US, Europe and Japan are managed based on marketing principles.

30 Key Concepts in Marketing

Let's look at 30 key terms that are important to every marketer. They will help you better navigate the world of marketing and understand some of its basics:

1. KPIs, or key indicators, are measurable data points that help prove that an organization is on track to achieve its goals.
2. Analytics - Iterative discovery and interpretation of data that can help identify trends. This data can be collected through tools or manually, or found on various marketing platforms.
3. Pain points are problems or pains that the target market is currently experiencing. The desire to satisfy them leads the client to purchase a product or service.
4. Big data, or Big data, are large sets of data that must be analyzed on a computer to accurately determine trends.
5. B2B, or Business to business, is one of the basic concepts and terms of marketing, denoting sales or marketing between two enterprises. It is also called "business marketing".
6. B2C, or Business to consumer - sales or marketing between a business and a client or consumer.
7. Demography - statistical characteristics of the human population, such as fertility, size, gender, profession, etc.
8. A hard offer, or Hard Offer, is a marketing message requesting a direct sale. It usually means that money is asked for in advance, before the product is provided.
9. AI, or artificial intelligence - in English this term sounds like artificial intelligence or AI. It stands for a computer system for modeling intelligent human behavior.
10. A marketing-qualified lead is a prospective customer who has expressed interest in the product and is ready to talk with a salesperson, but is not yet ready to purchase the product.
11. Conversion rate, one of the basic marketing terms, refers to the ratio of the total number of visitors to the number of customers who completed the required action. This doesn't necessarily mean they bought anything. The conversion action can be different and depends on the business objectives.
12. Churn Rate is the rate at which customers abandon a subscription or service.
13. Cross-channel marketing is a marketing strategy that promotes the same message across multiple media, such as a website, print media, or television advertising.
14. A marketing funnel is one of the basic marketing terms that refers to the path that potential customers take before purchasing a product or taking another conversion action. Contains stages that convince the client to conclude a deal with this organization.
15. A marketing trend is a popular strategy or tactic used by marketers in various industries.
16. Machine learning is part of the methods of artificial intelligence, in which it solves problems not directly, but by learning in the process.
17. Market niche is one of the basic marketing terms. Refers to a specific department of an industry in which a company or product has a strong position.
18. Omnichannel is a marketing term that refers to a marketing approach that spans multiple communication channels and integrates them into a single system. It is the basis of customer service and ensures continuous communication with customers.
19. Customer Insights - Observing the behavioral patterns of target customers for use by marketers in crafting more persuasive messages.
20. Buyer Persona is a marketing term that refers to a summary of data, including demographics, hobbies, interests, and other factors that help determine who is most likely to buy a product or service.
21. The customer journey is the process by which a potential customer makes a decision to purchase a product. It includes all possible ways a client can interact with an organization.
22. Return on investment (this marketing term in English sounds like ROI) is the ratio of profit from an investment to the number of investments. To correctly calculate this indicator, you need to know the cost of the product, the income received and the amount of investment made in the marketing campaign.
23. Market segment - groups into which the target audience is divided. They are based on similar characteristics or behavior patterns.
24. Average revenue per user, or ARPU (this marketing term in English sounds like Average revenue per user) is the company’s average income per unit of product. The formula for calculating this indicator is: ARPU = total revenue / number of customers.
25. Strategy is a comprehensive plan in which an organization describes its goals and plans for achieving them.
26. Tactics are marketing efforts used to achieve goals. These are specific and detailed ways to achieve the goals that have been outlined in the strategy.
27. Corporate identity, or Corporate identity, is a marketing term that denotes the features and traits that define a brand as something separate and unified. Includes visual design, media and various elements that help the audience identify the brand and emphasize the personality of the company.
28. Target audience is a group of people that an organization targets because the marketing team has determined that they are most likely to want to purchase a product or service.
29. Marketing goal is the main goal of the business, qualitative and quantitative indicators, the implementation of which at certain intervals determine the content of the marketing campaign.
30. Life cycle stages are one of the basic concepts and terms of marketing, denoting the stages that the target audience goes through during the research, purchase and post-purchase process of a product.

Necessary terms for working with social media

Concepts and terms in marketing necessary for understanding work in social media also constantly appear and disappear, replacing each other. Below are the words that are most often used by marketers in this field:

1. An internal sorting algorithm is a process that social media platforms use to show users the messages that are most interesting to them.
2. An influencer is a popular personality on social networks who influences the target market and under whose influence the client is ready to purchase the product.
3. Advertising impact share is the share of a company’s traffic relative to the total traffic from an advertising resource. This indicator is expressed as a percentage and is used to analyze how well an advertisement performs compared to competitors.
4. Engagement rate is the sum of user interactions with content on social networks. To calculate it, you need to use the following formula: total number of likes and shares / total number of subscribers x 100.
5. Likes are a way for users to interact with social media, through which they can show what they like or dislike about each particular social network.
6. Social media marketing is the process of promoting campaigns through social media.
7. News feed - feeds of messages in social media, which are created based on the tastes of users, the materials of their friends and subscriptions.
8. Reach is the total number of people who see a post.
9. Social media followers are users who choose to follow an organization's group or community.
10. User-generated content is content that has been created by fans of an organization, product or service.
11. Advertising contacts with the audience - how many times the content is displayed in the news feed.
12. Social proof is a social and psychological phenomenon where users trust a product or content based solely on the number of reviews from people who use it.
13. A hashtag is a phrase preceded by a # sign that identifies posts on a specific topic.

Terms for digital marketing

Digital or digital marketing is a relatively new phenomenon. And, thanks to him, various concepts have appeared in the long history of marketing that did not exist before. Let's list these new terms in marketing related to the digital sphere:

1. Marketing automation is the process of automatically sending content to website visitors based on the actions they take or how they interact with a page.
2. Gamification is a style of marketing that encourages consumers to buy by using a game-like strategy.
3. Geo-targeting is showing content to customers based on where they are located geographically.
4. The Net Promoter Index, or NPS, is a tool that measures customer commitment to a product and their attitude towards the company.
5. Lifestreaming events are a marketing tactic in which a company records and shares video footage of a meeting, conference or event and tells how it unfolds.
6. Lead scoring, or lead scoring, is the process of ranking potential customers based on their likelihood of making a purchase from a company.
7. Mobile marketing is an interactive marketing channel for promotion that is itself reorganized and therefore easy to view content on a mobile device. For this purpose, adaptive design of a web page or mobile application is used.
8. A podcast is a series of audio recordings, usually focused on a specific topic or area of ​​knowledge. These recordings can be streamed or uploaded to the Internet.
9. Bounce rate is the rate at which a user enters and leaves a website after viewing one page.
10. User Interface - includes all the graphical controls that the client will use to interact with the site. These could be drop-down menus, buttons, etc.
11. User experience is the emotional attitude and reaction of visitors when interacting with a website.
12. Lead nurturing is a way of guiding potential customers through the marketing funnel and motivating them to purchase an organization's product or service.
13. The USP, or unique selling proposition, is what a company offers and what differentiates the product from its competitors.
14. Chatbots are an online service with artificial intelligence that a company’s clients interact with. Chatbots simulate a conversation between a user and a team member, even if the latter is not actually at his or her desk at that moment.
15. E-commerce is the buying and selling of goods and services using an online platform.

SEO and Internet Marketing Terms

SEO and paid search are well-known marketing tactics that you can use to get your content in front of the right people. Below are some internet marketing terms needed when working with search engines and SEO:

Important Terms for Email Marketing

To help you participate in the discussion of Email Marketing and understand most of the terms, you can use the information below:

1. CASL, or Canadian anti-spam legislation, is a Canadian anti-spam law that states that businesses must obtain consent from users in order to send them emails.
2. ESP, or Email service provider, is an email service provider, as well as tools for creating newsletters.
3. A/b testing is the use of two different versions of an email campaign or certain elements of an email campaign to see which performs better.
4. A dedicated IP address is a unique Internet address that identifies website visitors based on the computer or device they use to visit the site.
5. A hard bounce is an email returned to the sender because the address does not exist. Emails may also bounce because recipients have blocked the address.
6. Bounce rate - This term refers to emails that were sent to a recipient but bounced back to the sender before being opened. There are many reasons why this could happen, including the recipient's mailbox being full or their email being filtered by a network administrator.
7. Multivariate testing is a way to test different formats using a single email to see what connects a company with its audience. Unlike A/b testing, which changes one variable, these tests change multiple variables at the same time.
8. Email open rate is the number of emails opened relative to the total number of emails sent.
9. Preheader, or Pre-header, is a short summary to tell the user what the email is about.
10. Opening duration, or Open Length, is the time that has passed since the letter was opened by the user until it was closed.
11. Mailer Reputation is a rating an organization receives based on how likely their emails are to be received by users. The higher a company's score, the more likely they are to reach their recipients.
12. Spam trigger - words in an email campaign, the presence of which may cause the email to be marked as spam. However, it is important to note that avoiding certain words or wording does not guarantee that the email will not end up in spam.
13. A segmentation list is a way of dividing lists of users for mailing into a specific category. These categories can be based on a variety of factors, including demographics, actions taken on the website, etc.
14. The subject line is what tells recipients what to expect from the email before they open it. The subject line should help the reader determine the purpose of sending this letter.

The vocabulary of marketing terms is changing very quickly, so it's important to make sure your vocabulary grows with it. You're now familiar with several new concepts that you can use when needed in conversations with colleagues and bosses, when discussing marketing strategy, and to demonstrate your professionalism.