GIẢI THÍCH CÁC THUẬT NGỮ THƯỜNG SỬ DỤNG TRONG MARKETING
(PHIÊN BẢN TIẾNG ANH)
Các thuật ngữ bắt đầu bằng ký tự "A"
Above the line
“Above the Line” is the term commonly used for advertising for which a payment is made
and for which commission is paid to the advertising agency. Methods of above the line
advertising include television and radio, magazines, newspapers and Internet.
ACORN
ACORN stands for “A Classification Of Residential Neighbourhoods”. ACORN is a
database which divides up the entire UK population in terms of the type of housing in
which they live. This can be used for various purposes in marketing planning and in
designing promotional campaigns
Ad hoc market research
Ad-hoc research focuses on specific marketing problems. It involves the collection of data
at one point in time from one sample of respondents
Added value
Added value refers to the increase in worth of a product or service as a result of a particular
activity. In the context of marketing, the added value is provided by features and benefits
over and above those representing the “core product”.
Advertising
Advertising is any paid form of non-personal presentation and promotion of ideas, goods
and services through mass media such as newspapers, magazines, television or radio by an
identified sponsor.
Advertising budget
The total amount of money that a marketer allocates for advertising over a period of time
After-sales service
The services received after the original goods or services have been paid for. Often this
service is provided as part of a warranty or guarantee scheme.
Agent
Part of the distribution channel. An agent is effectively a wholesaler who represents buyers

“Below the line” is a term commonly used to refer to non-media advertising or promotion
when no commission has been paid to the advertising agency. This includes direct mail,
point of sale displays, and other sales promotions.
Benchmarking
The process of comparing the products and services of a business against those of
competitors in a market, or leading businesses in other markets, in order to find ways of
improving quality and performance
Benefit segmentation
Benefit segmentation relates to the process of dividing a market based on the specific
benefits consumers seek from a product. For example, some car buyers want safety and
security from their car, while others look for comfort or speed. A car manufacturer,
therefore, has to decide which benefits to offer – and how these benefits should be
communicated to the customer
Boston Group Matrix
A means of analysing and categorizing the performance of business units in large
diversified firms by reference to market share and growth rates. It was developed by the
Boston Consultancy Group (BCG)
Brand
A brand is the specific type of the product form. A brand – represented by a brand name,
symbol, design, logo, packaging – is the identity of a particular product form that
customers recognise as being different from others.
Brand building
Developing a brand's image and standing with a view to creating long term benefits for
brand awareness and brand value
Brand equity
Brand equity refers to the value of a brand. Brand equity is based on the extent to which the
brand has high brand loyalty, name awareness, perceived quality and strong product
associations. Brand equity also includes other “intangible” assets such as patents,
trademarks and channel relationships.
Brand extension

external factors and motivations, including marketing activity.

Các thuật ngữ bắt đầu bằng ký tự "C"
Cash Cows
A term used in the Boston Group Matrix. Cash cows are low-growth businesses or products
with a relatively high market share. These are mature, successful businesses with relatively
little need for investment. They need to be managed for continued profit - so that they
continue to generate the strong cash flows that the company needs for its Stars.
Channel conflict
Disagreement among members of a distribution channel about who should be paid what
and what roles each should play. Channel conflict often occurs when a business uses a
multi-channel approach to distribution
Cognitive dissonance
Cognitive dissonance is an customer effect commonly observed after a major purchase
whereby the customer feels uncertainty about whether the purchase should have been
made. Post-purchase promotion (particularly advertising) has a role to play to reduce the
incidence and effect of cognitive dissonance
Combination brand
A combination brand name brings together a family brand name and an individual brand
name. The idea here is to provide some association for the product with a strong family
brand name but maintaining some distinctiveness so that customers know what they are
getting
Competitive advantage
A competitive advantage is a clear performance differential over the competition on factors
that are important to customers
Competitor benchmarking
Competitor benchmarking compares customer satisfaction with the products, services and
relationships of the business with those of key competitors
Consumer buyers
Consumer buyers are those who purchase items for their personal consumption

A need is a basic requirement that an individual wishes to satisfy.
Customer satisfaction
The provision of goods or services which fulfil the customer’s expectations in terms of
quality and service, in relation to price paid
Customer wants
A want is a desire for a specific product or service to satisfy the underlying need.

Các thuật ngữ bắt đầu bằng ký tự "D"
Decline stage
The last stage of a product's life cycle, during which sales fall rapidly
Demographic segmentation
Demographic segmentation consists of dividing the market into groups based on variables
such as age, gender family size, income, occupation, education, religion, race and
nationality
Depth interview
A lengthy, one-to-one structured interview, examining in detail a consumer's views about a
product
Differentiation
A marketing strategy aimed at ensuring that products and services have a unique element to
allow them to stand out from the rest
Direct mail
The delivery of an advertising or promotional message to customers or potential customers
by mail.
Direct marketing
The planned recording, analysis and tracking of customer behaviour to develop a relational
marketing strategies
Direct response advertising
Direct response advertising is that which incorporates a contact method such as a phone
number, address and enquiry form, web site URL or e-mail address. This is done with the
intention of encouraging the recipient to respond directly to the advertiser by requesting

celebrity, implying to the potential customer that a product is good
Expansionistic pricing
Expansionistic pricing is a more exaggerated form of penetration pricing and involves
setting very low prices aimed at establishing mass markets, possibly at the expense of other
suppliers. Under this strategy, the product enjoys a high price elasticity of demand so that
the adoption of a low price leads to significant increases in sales volumes
Extinction pricing
Extinction pricing has the overall objective of eliminating competition, and involves setting
very low prices in the short term in order to ‘under-cut’ competition, or alternatively repel
potential new entrants.

Các thuật ngữ bắt đầu bằng ký tự "F"
Family brand name
A family brand name is used for all products. By building customer trust and loyalty to the
family brand name, all products that use the brand can benefit.
Family life cycle
The stages of family life based on demographic data that are useful in defining the markets
for certain goods and services. Each group has its own specific and distinguishable needs
and interests.
Fast-moving consumer goods
Fast-moving consumer goods are those that sell in high volumes, with low unit value, and
have fast consumer repurchase. Good examples include ready meals, baked beans,
newspapers etc.
Focus group
A small group of sample customers who are brought together into a group discussion to
measure their response to a marketing stimulus such as a new brand or product.
Forecasting
The process of estimating future demand by anticipating what buyers are likely to do under
a given set of marketing conditions (e.g. economic confidence, disposal income, pricing
levels).

Các thuật ngữ bắt đầu bằng ký tự "K"