Giải thích các thuật ngữ thường sử dụng trong Marketing (phiên bản tiếng Anh)
__________________
Chúc bạn tìm được nhiều thông tin thú vị và bổ ích!
[Ban biên tập OPENSHARE]
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#2
09-05-05, 18:04
Reporter
.::Reporter::.

Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
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

Available market
The total group of customers who have an interest in a interest in a product or service, have
access to it, and have the ability to buy it
Awareness
Advertising or other promotional activity (e.g. public relations) whose primary purpose is
to increases general knowledge of the company, and to make people feel more positive
towards it
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#3
09-05-05, 18:07
Reporter
.::Reporter::.

Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
Các thuật ngữ bắt đầu bằng ký tự "B"
Behavioural segmentation
Behavioural segmentation divides customers into groups based on the way they respond to,
use or know of a product.
Below the line
“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

off.
Brand loyalty
A strongly motivated and long standing decision to purchase a particular product or service
Brand recognition
A customer's awareness that a brand exists and is an alternative to purchase
Breakeven
Breakeven is achieved when total contribution is equal to total fixed costs. Addition
contribution earned after this point becomes profit
Break-even pricing
Setting a price to achieve break-even on the costs of making and marketing a product
(direct costs). Breakeven is achieved when the total contribution from sales priced in this
way at least equal the fixed costs of the business
Build share
A strategy based on the Boston Matrix. Here the company can invest to increase market
share (for example turning a "question mark" into a star)
Business portfolio
The business portfolio is the collection of businesses and products that make up the
business.
Business to business
Marketing activity directed from one business to another (as opposed to a consumer). This
term is often shortened to “B2B”
Buying behaviour
Buying behaviour concerns the process that buyers go through when deciding whether or
not to purchase goods or services. Buying behaviour can be influenced by a variety of
external factors and motivations, including marketing activity.
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#4

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
Consumer durables
Consumer durables have low volume but high unit value. Consumer durables are often
further divided into White goods (e.g. fridge-freezers; cookers; dishwashers; microwaves)
and Brown goods (e.g. DVD players; games consoles; personal computers)
Consumer markets
Consumer markets are the markets for products and services bought by individuals for their
own or family use
Continuous market research
Continuous research involves interviewing the same sample of people, repeatedly
Contribution
Contribution per unit can be defined as selling price less variable costs. Overall
contribution is the difference between total sales revenues and variable costs
Core product
The set of problem-solving or need-meeting benefits that customers are buying when they
purchase a product. Customers are rarely prepared to pay a premium for these elements of a
product.
Cost leadership
A strategy of producing goods at a lower cost than the competition. This usually requires
the business to enjoy higher economies of scale or have some kind of productivity
advantage
Cross-selling
Using a customer’s buying history to select them for related offers, e.g. a car alarm for new
car buyers.
Customer demand
Consumer demand is a want for a specific product supported by an ability and willingness

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
more information, placing an order etc. The use of this technique on television is
commonly referred to as DRTV advertising
Distribution channel
The network of organisations necessary to distribute goods or services from the
manufacturers to the consumers; the distribution channel therefore potentially consists of
manufacturers, distributors, wholesalers, and retailers.
Distributors
Companies that buy and sell on their own account but tend to deal in the goods of only
certain specified manufacturers.
Divest
A strategy based on the Boston Matrix. Here the company can divest the SBU by phasing it
out or selling it - in order to use the resources elsewhere (e.g. investing in the more
promising "question marks").
Dogs

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.
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#7
10-05-05, 18:30
Reporter
.::Reporter::.

Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
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,

Gender segmentation
The segmentation of markets based on the sex of the customer. The cosmetic industry is a
good example of widespread use of gender segmentation
Geographic segmentation
Geographic segmentation divides markets into different geographical units
Going-rate pricing
A pricing strategy that sets price largely based on the prices of competitors
Growth stage
The stage at which a product's sales rise rapidly and profits reach a peak, before levelling
off into maturity.
Reporter
Xem Hồ sơ cá nhân
Gởi tin nhắn cá nhân đến Reporter
Tìm tất cả bài viết của Reporter
#9
10-05-05, 18:40
Reporter
.::Reporter::.

Ngày tham gia: 05-05
Nơi cư trú: Vietnam
Bài viết: 0
Các thuật ngữ bắt đầu bằng ký tự "H"
Harvest
A strategy based on the Boston Matrix. Here the company reduces the amount of
investment in order to maximise the short-term cash flows and profits from the SBU. This
may have the effect of turning Stars into Cash Cows.
Hold
A strategy based on the Boston Matrix. Here the company invests just enough to keep the
SBU in its present position.