Marketer terms. Marketing terms: basic concept, vocabulary of terms, application features, the emergence of new words, their types and meanings. Economic efficiency of marketing activities

Marketing service agencies

marketing research companies, advertising agencies, intermediaries, consulting and other companies that provide services that contribute to the achievement of company goals and promotion of products to the market.

Product adaptation

tailoring the product to better meet local standards.

Competitor analysis

the process of identifying major competitors, assessing their goals, strategies, strengths and weaknesses and the range of likely responses, and choosing which competitors should be attacked or avoided.

Analysis of marketing costs

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

Marketing plan analysis

analysis that includes comparing the actual development of events with planned or expected indicators over a certain period of time.

Analysis of advertising effectiveness

B

Buyers database

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

Basic analysis

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

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 their own company.

Business

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

Business to business

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

Business to consumer

market sector focused on working with end 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 is formed by electronic stores and other organizations that sell products via the Internet directly to consumers.

Business plan

a detailed business plan for a specific period, setting the indicators that the company must achieve. For new businesses, a business plan is a must-have document that helps raise capital or get a loan.

Business portfolio

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

Business solution

operating system e-businessbased on Internet technologies. A business solution can be implemented in the form of a portal, catalog, electronic store, etc.

Brand (brand)

name, concept, sign, symbol, design or their combination, intended to identify the goods or services offered by the seller, as well as to establish their differences from the goods and services of competitors.

Branding

the area of \u200b\u200bthe marketing communications system, engaged in the development of corporate identity, its elements, the formation of a unique image of the company that distinguishes it from competitors

Marketing budget

a financial marketing plan, a system of indicators, a section of an enterprise marketing plan, in which in a detailed form (by elements of a marketing complex or by marketing activities) the values \u200b\u200bof costs, income and profits for the implementation of the company's marketing activities are given. Marketing budget planning can be based on profit target or based on profit optimization.

IN

External audit

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

Internal audit

evaluating the effectiveness and reliability of the company's "value chain" structure.

Secondary data

information already available, collected for other purposes.

Sample

the part of the population selected for conducting marketing research, which should represent the entire population as a whole.

Snowball sampling

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

D

Global Marketing

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

D

Diagnostics of the competitive environment

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

Available market

a set of buyers who show interest and have income and access to a particular product or service.

F

Product life cycle

a certain period (cycle) of time, reflecting the main stages of product development from the moment of its development to its withdrawal from the market; the level of profit of the seller (producer) at each of the stages (stages) of the cycle directly depends on it. In the process of developing sales of goods 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 sales of the product, the stage of maturity (saturation), the stage of sales decline 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 trademark of a product or service.

Brand image

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

Product image

perception or hypothesis about the perception of the product by the buyers.

Industry

a group of companies offering a product or category of interchangeable goods. The aggregate of all sellers of a product or service.

Innovation

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

Interactive Marketing (Online Marketing)

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

the Internet

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 is made up of many interconnected computer networks and provides remote access to computers, e-mail, message boards, databases, and discussion groups.

Internet advertising

Internet services

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

Information support of marketing systems

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

Research on causation

marketing research to test hypotheses about causation.

TO

Qualitative research

exploratory research conducted to identify the motives, reactions and behavior of consumers. Focus groups, interviews and the stable matrix method are the methods used in this study.

Qualification Market

a collection of buyers who show interest and have income, access and right to use in relation to a particular product or service.

Key success factors

these are the strengths and weaknesses of the organization that have the greatest impact on the success of the organization. They are defined in relation to competitors.

Coding

a technique by which data is categorized. Through encoding, the raw data is converted into characters — usually numeric characters — that can be tabulated and counted.

Quantitative research

a study that involves obtaining information from a large number of buyers by mail or during a personal interview for statistical analysis.

Commercialization

mastering serial production and launching a new product on the market.

Promotion complex

Comprehensive quality management

programs aimed at continually improving the quality of goods, services and marketing activities.

Competitive Market Map

distribution of market shares of competitors, allowing to control the place (leader, outsider) of a competitor (or own firm) in the market. It is determined based on the analysis of the market position of competitors in specific product markets.

Competitive advantage

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

Competitiveness of goods

a set of quality and cost characteristics of a product, providing its advantage in the market over competing products in meeting a specific need.

Consulting

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

Consulting company

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

Contact audience

any group of people that has a real or potential interest in the company and on which the company depends on its goals.

Marketing coordination

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

Coupons

certificates that provide an opportunity to save money when purchasing certain products.

L

Personal sale

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

Logistics

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

M

Macromedia

a component of the marketing environment of a firm is represented by forces of a broader social plan that influence the microenvironment, such as factors of a demographic, economic, natural, technical, political and cultural nature.

Marketing

the system of organizing the production and marketing activities of the enterprise, which is based on a comprehensive market study, assessment and accounting of all conditions for the production and sale of products, goods, services in the near future and in the more distant future. The main elements of marketing are: marketing research and information gathering, product assortment planning, sales, advertising and sales promotion. Marketing is a social and managerial process by which individuals and groups of individuals meet 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. A comprehensive, systematic, independent and periodic review of the external marketing environment, goals, strategies and specific types of marketing activities of the firm and its divisions.

Marketing Controlling

system of organizing controlling the results of marketing activities of the enterprise. It includes subsystems of control and audit, which, respectively, involve planning, organizing and carrying out the processes of measuring, auditing and evaluating the results of the implementation of concepts, strategies and marketing plans, the effectiveness of management activities to achieve tactical and strategic marketing goals.

Marketing management

marketing management at various levels of the 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 consumers or other stakeholders.

Marketing statistics

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

Marketing Activity

activities related to the implementation of marketing functions (marketing research, marketing organization, sales, pricing, product policy, development of marketing strategies and plans, product promotion, marketing intelligence, benchmarking, etc.) in order to generate and reproduce demand and ensure the company's profit ...

Marketing logistics

activities to plan, execute and control the physical movement of materials, finished products and related information from the place of their production to the place of consumption in order to meet the needs of consumers and make a profit.

Marketing Information System

specialists in the collection, classification, analysis, assessment and dissemination of relevant and accurate information for making marketing decisions, as well as appropriate 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 firm, supplier firm, competitor firm, intermediary firm, consumer (market).

Marketing solution

one or more alternatives from a plurality of possible options for the implementation of 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 actors and forces acting outside the company that influence the development and maintenance of relationships with target customers by marketing services.

Marketing strategy

an element of the company's activity strategy aimed at the development, production and delivery of goods and services to the buyer that are most appropriate to his needs. Distinguish between the strategy of attracting buyers and the strategy of product promotion.

Marketing research

the type of activity that through information connects the consumer, buyer and the public with the marketer; the information received serves to identify and identify 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

daily information about changes in the marketing environment, which 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 environment, goals, strategies and activities of the company in order to develop proposals for drawing up an action plan aimed at improving the effectiveness of the company's marketing.

Marketing complex

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

Marketing potential

the aggregate ability of the marketing system (enterprise) to ensure the continuous 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, price, communication and sales policy, as well as organization strategic planning and control over the behavior of the product, competitors and consumers in the market.

Merchandising

is a set of activities carried out in trading floor and aimed at promoting a 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 actual data from the past and present of the object under study. By the size 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 object of research, forecasts are general and particular.

Microenvironment

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

Marketing models

a form of qualitative and quantitative description, presentation 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 causal 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 activity of the buyer in the process of making a purchase decision.

H

Observation

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

Advertising media

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

ABOUT

Descriptive research

marketing research, which is carried out in order to more accurately determine marketing problems, situations or markets, such as the market potential of a product or the demographic characteristics and views of consumers.

Poll

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

Marketing organizational structures

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

Mastered market

a set of buyers 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 company relations with the public, press, elected institutions and public and organizations, which allows to form a favorable public opinion about the company, its goods, services, etc. Usually public relations are carried out on a non-profit basis.

P

Publicity

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

Primary data

information collected for the first time for any 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 occupies its own, distinct from others and advantageous for the company, place in relation to similar products.

Item position

the place occupied by this 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 arising after the purchase.

Exploratory research

collecting preliminary marketing information that will help identify the problem and formulate a hypothesis.

Purchasing behavior

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

Potential market

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

Consumer value

consumer's value judgment on the ability of the product to satisfy his needs.

Consumer market

individuals and families who purchase goods and services for personal consumption.

Mail Poll

questionnaires are mailed to selected respondents, together with a prepaid postage envelope. The respondents return the questionnaires with their answers by mail back to the research company.

Presentation

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

Test marketing

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

Forecasting

a methodology for assessing future demand based on assumptions about the most likely customer behavior under certain conditions in the future.

Marketing research process

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

Marketing management process

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

Direct mail

Direct Marketing

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

R

New product development

the process of creating original, improved and modified products on the basis of the enterprise's R&D on its own. This process typically includes such steps as generating ideas, selecting ideas, developing a new product concept and validating it, developing a marketing strategy, analyzing a business, developing a new product, marketing trial and commercialization.

Distribution of samples

offering a small amount of goods for trial.

Regional Marketing

organization of marketing activities in the region.

Advertising

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

Reference groups

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

Market

a set of existing and potential buyers of a product or service.

FROM

SWOT analysis

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

Press relations

Market segment

a group of buyers who respond in the same way to a specific set of marketing incentives.

Market segmentation

dividing the market into separate groups of buyers with common needs, characteristics or behavior who need certain types of goods or a special marketing mix.

Marketing communications system

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

Aggregate market demand

the total number of goods or services of a given type that can be purchased by a certain group of consumers in a certain geographic area over a certain period of time in a certain marketing environment at a certain level and complex of the industry's marketing efforts.

Mass media

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

Sales promotion

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

Strategic business element

the direction of the company, which has a separate mission and tasks, the activities of which can be planned independently of other areas.

Strategic planning

it is the management process of creating and maintaining a strategic alignment between a firm's objectives, potential and marketing opportunities. It relies on a well-defined firm mission statement, statement of supporting goals and objectives, a healthy business portfolio, and a growth strategy.

Value analysis

a way to reduce production costs, involving a thorough study of individual components of the product and the search for opportunities for their standardization, design changes or production using cheaper technology.

T

Telemarketing

using the phone for direct sales to customers.

Telephone survey

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

Product

anything that can be offered on the market for attention, familiarization, use or consumption and that can satisfy a need or need. Goods can be physical objects, services, places, organizations and ideas.

Commodity policy

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

Commodity strategies

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

Trading agent

a person who works for a company and performs one or more of the following: search and exploration, dissemination of information, maintenance, collection of information.

Have

Packaging

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

Marketing management

analysis, planning, implementation and control over the execution of programs aimed at creating, maintaining and expanding a beneficial relationship with the target customer to achieve the goals of the organization.

Services

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

F

Franchising

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

Focus group

personal interview conducted with a small number of people at the same time; the interview is designed more for group discussion than direct questions to obtain information.

C

Target market

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

Price policy

a set of measures 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 planned profit. Pricing policy is considered only in the context of the general policy of the firm.

Price elasticity

a measure of the sensitivity of demand to price changes.

H

The Four Rs of Marketing:

1- Product (Product) - includes product design and development, branding and packaging; -2- Place - includes the channels used to move a product from manufacturer to customer; -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 sale and packaging information.

E

Ego marketing

individual marketing. Activities related to the study of the characteristics and qualities of a person, the needs of consumers and society, which form the demand for this person, researching the market for specialists and public figures, developing methods for improving a particular person, developing a program for promoting a person to the market for specialists and public figures.

Economic efficiency of marketing activities

Relatively diverse (at all stages of the marketing process) result that meets the final and intermediate goals of marketing activities. The ratio of the effect (result) from the marketing activities to all costs accompanying this process. The return on costs associated with marketing activities, which can be estimated as the ratio of the effect, the result, expressed in natural (material or immaterial) or cost (price) forms to the costs of all necessary resources (material and technical, labor, etc.) for the organization and implementation of marketing activities.

Economic efficiency of marketing activities

the ratio of the result (effect) from marketing activities to the entire set of costs necessary for their implementation. The indicator of the effectiveness of the marketing mix (marketing mix). It is measured in natural (real and non-material) and value forms.

Economic analysis

an estimate of the likelihood that the real values \u200b\u200bof sales volumes, market share and profits from a new product will correspond to the expected ones.

Experiment

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

Expert survey

interviews with people who are well versed in the subject of research.

Electronic business

business based on use information technologies in order to ensure optimal interaction between business partners and create an integrated value chain. E-business includes: sales, marketing, financial analysis, payments, hiring, customer support and partnership support.

Electronic Consulting

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

Email Marketing

marketing activities using information systems and networks.

Effectiveness of the marketing system

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

Effectiveness of making a marketing decision

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

The marketing world is full of acronyms and professional terms that make newbies dizzy. Even itself is not always clearly interpreted by a person who is little familiar with the specifics of the market and the sphere of sales. In addition, everything in the industry is changing very quickly, and it is difficult to keep track of these changes.

Why do you need to know the terms?

New terms in marketing 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 the terms mean in marketing and advertising can help show your boss a commitment to being a better employee. This means that moving up the career ladder will become more real.

The history of marketing

The term "marketing" itself means, when literally translated, simply 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 as well as constructing customer needs and creating advertisements that meet those expectations.

Network marketing

The goal of marketing campaigns is to increase sales by meeting customer needs. Much later, multilevel or network marketing appeared. Its difference is that buyers can sell the goods themselves, becoming distributors. The terms in network marketing are associated mainly with the performance of sellers and their relationships within the company. For example, "distributor network", "excess 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 meet emerging needs and requirements of clients. According to one version, the term "marketing" was proposed in 1953 by Neil Borden, who referred to the work of James Calliton. It is also believed that Japan became the birthplace of marketing. This assumption was made by the American scientist Peter Drucker, describing trade policy Mr. Mitsui, who in his activities focused on the needs of customers, thereby being ahead of his time by 250 years. In the traditional approach, profits were to be generated at the expense of the enterprise, and not at the expense of a product or service that meets the needs of consumers, as in the marketing approach.

4P concept

Another, already canonical, version of the decoding of the term "marketing" was proposed by Jerry McCarthy in 1960. It included a 4P (product, price, place, promotion) concept based on four planning coordinates. They included the product itself, its cost, the location of the point of sale, and the promotion. Most businesses in the United States, Europe and Japan are now managed based on marketing principles.

30 Key Marketing Concepts

Let's take a 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 Metrics, are measurable data points that help prove that an organization is on track to achieve its goals.
2. Analytics - Repetitive discoveries and interpretation of data that can help identify trends. This data can be collected using tools or manually, or it can be found on various marketing platforms.
3. Pain points are problems or pain 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 datasets that need to be analyzed on a computer to pinpoint trends.
5. B2B, or Business to business, is one of the basic concepts and terms of marketing, denoting sales or distribution between two enterprises. It is also called "business marketing".
6. В2С, or Business to consumer - sales or sales between a business and a client or consumer.
7. Demography - statistical characteristics of the human population, such as fertility, size, gender, profession, etc.
8. Hard Offer, or Hard Offer, is a marketing message requesting a direct sale. It usually means that money is requested in advance, before the product is provided.
9. AI, or artificial intelligence - in English this term sounds like artificial intelligence or AI. It denotes a computer system for modeling intelligent human behavior.
10. Marketing qualified lead - prospective customers who have expressed interest in the product and are ready to talk to the seller, but are not yet ready to purchase the product.
11. Conversion rate - one of the main marketing terms, refers to the ratio of the total number of visitors to the number of customers who completed the required action. This does not necessarily mean that they bought something. The conversion action can be different and depends on the business objectives.
12. Churn Rate is the rate at which customers cancel a subscription or service.
13. Cross-channel marketing is a marketing strategy that promotes the same message across multiple media, such as a website, press, or television advertisement.
14. Marketing funnel is one of the main marketing terms that denotes the path that potential customers follow before purchasing a product or taking another conversion action. Contains steps to convince the client to conclude a deal with this particular organization.
15. A marketing trend is a popular strategy or tactic used by marketers across a variety of industries.
16. Machine learning is part of artificial intelligence methods, in which it solves problems not directly, but learning in the process.
17. Market niche is one of the main marketing terms. Indicates a specific department in an industry in which a company or product has a strong position.
18. Omnichannel is a marketing term that means a marketing approach that covers multiple communication channels and integrates them into a single system. It is the basis of customer service and provides continuous communication with customers.
19. Customer insight - Observing target customer behavior patterns for marketers to use to create more compelling messages.
20. Buyer Persona is a marketing term for a summary of data, including demographics, hobbies, interests, and other factors that 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 purchase decision. It includes all possible ways the client interacts with the organization.
22. Return on investment (this marketing term in English sounds like ROI) - the ratio of return on 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 in the marketing campaign.
23. Market segment - groups into which the target audience is divided. They are based on similar characteristics or behaviors.
24. Average revenue per user, or ARPU (this marketing term in English sounds like Average revenue per user) is the average revenue of a company per unit of product. The formula for calculating this indicator is: ARPU \u003d total revenue / number of customers.
25. A strategy is a comprehensive plan in which the organization describes goals and plans to achieve them.
26. Tactics are marketing efforts that are used to achieve goals. These are specific and detailed ways to achieve the goals that were set out in the strategy.
27. Form style, or Corporate identity, is a marketing term that denotes the characteristics and traits that define a brand as something separate and unified. Includes visuals, media and various elements to help the audience identify the brand and highlight the identity of the company.
28. Target audience is the group of people that the organization is targeting because the marketing team has determined that they most likely want to purchase a product or service.
29. The goal of marketing is the main goal of the business, the qualitative and quantitative indicators, the implementation of which at certain intervals set the content of the marketing campaign.
30. Life cycle stages - one of the main concepts and terms of marketing, designating the stages that the target audience goes through in the process of research, purchase and after purchasing a product.

Essential terms for working with social media

Marketing concepts and terms needed to understand how social media work are also constantly appearing and disappearing, replacing each other. Below are the words most commonly used by marketers in this space:

1. An internal sorting algorithm is a process that social media platforms use to show the user the message that interests them the most.
2. The influencing factor is a popular personality in social networksthat influences the target market and under whose influence the customer is ready to purchase the product.
3. Share of advertising impact - the share of a company's traffic relative to the total traffic from an advertising resource. This metric is expressed as a percentage and is used to analyze how the ad is performing better than the competition.
4. Engagement rate is the sum of user interactions with content on social media. To calculate it, you need to use the following formula: total number of likes and shares / total number of followers 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 any particular social network.
6. Social media marketing is the process of promoting campaigns through social media.
7. News feed - social media feeds that are created based on the tastes of users, the content of their friends and their subscriptions.
8. Reach is the total number of people who see the post.
9. Social media followers are people who choose to subscribe to a group or community in an organization.
10. User generated content is content that was created by fans of an organization, product or service.
11. Advertising contacts with audience - how many times content is displayed in the news feed.
12. Social proof is a social and psychological phenomenon where users trust a product or content based only on the number of reviews from the people who use it.
13. Hashtag is a phrase preceded by a # sign that identifies messages 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 digital marketing:

1. Marketing automation is the process of automatically sending content to website visitors based on the actions they take or how they interact with the page.
2. Gamification is a marketing style that encourages consumers to buy through a game-like strategy.
3. Geo-targeting is showing content to customers based on where they are geographically.
4. The Consumer Loyalty Index, or NPS, is a tool that measures customer loyalty to a product and how they feel about a company.
5. Lifestream events are marketing tactics in which a company records and shares a video 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 the likelihood of making a purchase from a company.
7. Mobile marketing is an interactive marketing channel for promotion that reorganizes itself and therefore makes it easy to view content on a mobile device through it. For this, a responsive 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 \u200b\u200bexpertise. These recordings can be streamed or uploaded to the internet.
9. Bounce rate is the rate at which a user gets to and from a website after viewing one page.
10. User interface - includes all graphical controls that the client will use to interact with the site. These can be drop-down menus, buttons, etc.
11. User experience is the emotional attitude and reaction of visitors when interacting with a website.
12. Prospecting is a way to guide potential customers through your marketing funnel and motivate them to buy a product or service from an organization.
13. A USP, or Unique Selling Proposition, is what a company offers and what sets a product apart from competitors.
14. Chatbots are an online service with artificial intelligence that the company's customers interact with. Chatbots simulate a conversation between a user and a team member, even if he is not at his workplace at the moment.
15. E-commerce - buying and selling goods and services using an online platform.

SEO and internet marketing terms

SEO and paid search are well-known marketing tactics that can be used to get your content out to the right people. Below are some of the internet marketing terms you need to know when working with search engines and SEO:

Important Terms for Email Marketing

To help you get involved in the email marketing discussion 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 requires businesses to obtain consent from users in order to send emails to them.
2. ESP, or Email service provider, is an email service provider and tools for creating campaigns.
3. A / b testing - using two different versions of email campaigns or specific elements of it to see which one works best.
4. Dedicated IP address - a unique Internet address that identifies site visitors based on the computer or device they use to visit the site.
5. Hard Bounce - Email returned to the sender because the address does not exist. Emails can also be bounced because the recipients have blocked the address.
6. Number of bounces - This term refers to letters that were sent to the recipient but returned back to the sender before they were opened. There are many reasons why this could happen, including a crowded recipient's mailbox or a network administrator filtering their email.
7. Multivariate testing is a way to test different formats using one email to see what connects the 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 open messages in relation to the total number of emails sent.
9. Pre-header, or Pre-header, is a short summary to tell the user what the email is talking about.
10. Duration of opening, or Open Length - the time that elapsed since the message was opened by the user until it was closed.
11. Mailer Reputation - A rating given by an organization based on how likely their emails are desirable to the user. The higher a company scores, the more likely they are to reach their recipients.
12. Spam trigger - words in an e-mail list, the presence of which may cause the message to be marked as spam. It is important to note, however, that avoiding certain words or phrases does not guarantee that the email will not end up in spam.
13. A sharding list is a way of dividing lists of users for mailing in 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 of the email is what tells the 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 changes very quickly, so it's important to make sure your vocabulary grows with it. Now you are familiar with several new concepts and, if necessary, you can use them in conversations with colleagues and superiors, when discussing marketing strategy and to demonstrate your professionalism.

B

Knowledge base - a systematized database containing information about the subject area: facts, observations and generalizations of expert experts, statistical data, as well as the rules according to which these data can be used when making decisions.

Entry barrier - resistance of the market environment to the penetration of new actors.

Brief - in advertising business terms of reference for planning a sales promotion campaign, containing information on the goals of the promotion, its duration and geography, target audience, product characteristics (price segment, competitive advantages, etc.), expected results, in some cases - the mechanics of the promotion, etc.

Brand (brand) - from lat. - brand, stamp - a sign that was used in Ancient Rome to mark livestock. The closest image of the brand of a given product (service) in the mind of the buyer, distinguishing it from the range of competitors and causing special confidence. It is subdivided into brand-name - the verbal part of the brand, the verbal trademark after its corresponding legal registration, and brand-image - the visual image of the brand formed by advertising in the perception of the buyer.

Branding - creation of long-term consumer preference for a certain trade mark (brand).

Brand management - the principle of management, in which each brand (or trade mark) is an independent object of marketing.

IN

Vertical marketing system - a collection of a manufacturer, one or more wholesalers and one or more retailers, acting as a single system, in which one of the channel members either owns the others, or grants them trade privileges, or has the power to ensure their full cooperation

Secondary data - information collected ever for any purpose unrelated to the current task.

Sample - a group of objects undergoing research. Sampling methods: 1) random: according to random routes or based on lists of addresses, according to lists of firms and companies, according to lists of employees, with a given step, for example, selection of every 5th buyer, apartment. In the event that the rules of random selection of respondents are strictly observed, such a survey can guarantee the representativeness of the information received. The magnitude of the sampling error in a random survey is inversely proportional to the sample size: the larger the sample, the smaller the error; 2) pseudo-random: the "first comer" method, the "snowball" method (friends of acquaintances are interviewed). When using pseudo-random samples, the apparent selection of random respondents runs the risk of obtaining unrepresentative research results. For example, when selecting random passers-by on central streets, there is a likelihood of polling nonresidents.

D

General population - a hypothetical set of elements, united by a common characteristic, for example, all owners of television sets in a certain locality.

In-depth interview - a semi-structured personal conversation between the interviewer and the respondent in a form that encourages the latter to give detailed answers to the questions asked. During the interview, the researcher receives from the respondent very detailed information about the reasons for his actions. Unlike a regular survey, an in-depth interview plan is simply a list of questions on which the interviewer should get the respondent's opinion. As a rule, in-depth interviews are used to solve the same problems as focus groups.
The main disadvantages of the in-depth interview method are associated with the difficulty of finding interviewers, whose personality and professionalism greatly affects the quality of the results; and the complexity of processing and interpreting interview data.
The advantages are that with the help of in-depth interviews it is possible to obtain more complete information about a person's behavior, about the reasons for such behavior, his deep motives, which is not always possible in a focus group, where respondents put pressure on each other and it is difficult to determine who exactly. gave this or that answer.

D

Delphi method of expert assessmentsprovides for a multiple questionnaire survey of the same group of experts using scaled ratings. The method is characterized by the following features: a) anonymity of experts; b) regulated feedback, which is carried out through several rounds of the survey, and the results of each round are communicated to the experts; c) a group answer, which is obtained using statistical methods and reflects the generalized opinion of the participants in the examination.

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

Diversification conglomerate - replenishment of the assortment with products that have nothing to do either with the technology used by the company or with its current products and markets.

Diversification concentric - replenishment of the assortment with new products that, from a technical and / or marketing point of view, are similar to the existing products of the company.

Tasting - one of the BTL events, which includes, in addition to a story about the product, an opportunity for a potential buyer to taste the product. It is used to promote food products, alcoholic and non-alcoholic beverages, tobacco products, etc.

Demarketing - measures aimed at reducing demand by, for example, increasing the price of a product or service, minimizing advertising and sales promotion activities; usually used for prestigious and expensive goods and services, the volume of production of which is small.

Decile - One of the nine points of the conventional scale that divide the distribution of points into 10 equal parts.

Direct mail (direct mail) - direct mail advertising, mailing advertising materials to potential consumers by mail.

Market volume - the volume of goods that can or is consumed by the market. Distinguish between potential and actual capacity (also called absolute and current market potential).

Life cycle - the life curve of a product or service, which includes 4 main phases: the introduction of a product on the market, an exponential phase (or growth phase), a stationary phase (or a phase of maturity-saturation) and a phase of decline.

Completion of the proposal - a questionnaire containing a series of sentences that survey participants must complete with the first words that come to mind. Answers are used to assess ideas about the research subject.

Request - the need, supported by purchasing power.

AND

Brand awareness - the buyer's ability to identify the trademark.

Impulse buy - buying without hesitation and preliminary search.

Staged purchase - see Mystery Shopper.

Computer-assisted interviewing - a method of conducting a survey, which uses computers to control the sequence of questions and record answers using a computer keyboard.
There are at least four ways for computer-assisted surveys:
1) telephone interviews, in which each interviewer has a personal computer; 2) personal conversations, in which the interviewer brings a laptop and uses it to interview the respondent; 3) polls in which the respondent sits in front of a computer in a shopping center or research laboratory; 4) postal surveys, in which questionnaires are sent on a floppy disk by mail to the respondents who answer the questions using their own computer and return the completed floppy disks by mail.
This type of survey can be extremely useful in industrial research, since most business people work with a computer, as well as consumers who own a personal computer.
Main advantages:
- the computer shows the questions in the order the researcher wants, which simplifies the procedures associated with the transition or branching of further answers and protects against changes in the sequence of asking questions.
- programs for computer support of surveys increase the accuracy of the results. People respond more truthfully when they interact with a computer. They probably think that the computer provides them with a greater degree of anonymity. This helps to increase the quality of responses.
- personalization of questions. During the interview, the computer takes into account all previous answers and can use, for example, the respondent's name in subsequent questions. This increases the degree of trust and contributes to a better survey.
- modernization of questionnaires. Key information obtained earlier in the interview can be used to tailor the questionnaire for each respondent.
- the process of data collection and processing of tasks is accelerated. A tentative summary of responses is provided immediately after the last write because the responses are already stored in machine memory.

TO

Desk research (desk research) - information is collected using available sources of secondary information: government statistics, materials published by manufacturers and trade organizations and associations, print and electronic media, reports of research agencies, news feeds of news agencies, etc. The information obtained can be additionally analyzed by specialists, professionally working in the studied markets. Advantages of the method: desk research is based on various sources of information, which allows obtaining large amounts of data, comparing and analyzing the results. Many of the materials used for this type of research are inexpensive or simply free. Desk research is usually carried out in a fairly short time (as opposed to collecting and analyzing primary data).

Distribution channel - a set of firms or individuals who assume or help transfer to another ownership of a specific product or service on the way from the manufacturer to the consumer.

Cannibalism - competition between two brands of one manufacturer, "devouring" of one brand by another. This means that customers change their previously preferred brand to a new one, and as a result, the total market share of this firm does not increase, despite the efforts and costs of creating a new product.

Qualitative researche allows you to get very detailed data on the behavior, opinions, views, relationships of a very small group of people, answers the questions "how" and "why". The data obtained cannot be quantified (with rare exceptions), but it does give a good idea of \u200b\u200bthe mindset of consumers. Qualitative research is indispensable in the development of new products, advertising campaigns, the study of the image of companies, brands and other similar tasks. Basic methods qualitative research: focus groups, in-depth interviews, protocol analysis.

Housing survey - a personal interview conducted at the place of residence of the respondent. Allows you to implement a sample representing the population of the city. The habitual home environment and the availability of free time makes the respondent's answers more relaxed and complete, the survey can last for quite a long time. There is an opportunity to show visual materials. At the same time, the answers may be influenced by third parties who are nearby, the respondent may be distracted by extraneous matters.

Clipping - a selection of media materials about the organization, product, brand, personality (information is usually provided in the form of copies of printed materials and fragments on audio and video cassettes).

Quantitative research answers the questions "who" and "how much". This type of research, in contrast to qualitative research, allows one to obtain quantitatively expressed information on a limited range of problems, but from a large number of people, which makes it possible to process it by statistical methods and distribute the results to all consumers. Quantitative research helps to assess the level of awareness of a firm or brand, identify the main consumer groups, market size, etc. The main methods of quantitative research are various types of surveys and retail audit.

Competitive advantage - properties of a product or brand that create a certain superiority to it over direct competitors.

Content analysis - analytical perception of information from the point of view of a specific research problem; systematic numerical processing, evaluation and interpretation of the form and content of the information source. The objects of content analysis can be the content of newspapers, films, public speeches, television and radio broadcasts, public and personal documents, social interviews, answers to open-ended questionnaires, etc. Content analysis means that easily countable semantic units are singled out and then analyzed in documents: concepts expressed in words or terms (for example, market, buyer); a topic expressed in whole semantic paragraphs, parts of text, articles; names of large companies or trade marks, specific goods. The unit of account can be not only the frequency of mentions, but also the newspaper space, airtime, etc.

Product concept - determination of the physical and perceived characteristics of the product and the benefits from it for a certain group of end users.

L

Personal interview (face-to-face) - a survey in the form of a personal conversation between the interviewer and the respondent. A personal interview is indispensable when a respondent needs to be presented with a significant amount of visual information during a survey.
Personal interviews differ: by the type of respondents: interviews with individuals and legal entities, experts; at the venue: at home, in the office, at the points of sale of goods.
Face-to-face interview is a reliable method of researching consumer preferences. Personal interviews are most often used to:
- consumer studies (defining a portrait and description of consumer behavior, studying consumer attitudes towards goods, brands, manufacturers, segmenting consumers and choosing a target market);
- market research (determination of the volume and market shares, its characteristics and development trends);
- development of a marketing complex (search for unoccupied niches and development of a new product, assessment of the compliance of an existing product with market requirements, determination of the optimal price, testing of advertising materials, research of communication channels, assessment of the effectiveness of an advertising campaign, study of distribution channels).
The main disadvantages of face-to-face interviews are:
- high price;
- there is an influence of the interviewer on the respondents;
- a large team of qualified interviewers is required;
- it is quite difficult to ensure the proper level of control over the work of interviewers.
Key benefits of face-to-face interview:
- it is possible to demonstrate a product, advertising module, logo and other visual materials;
- it is relatively easy to hold the respondent's attention for a long time - a rather lengthy interview is possible;
- it becomes possible to listen to live speech and comments of the respondent;
- an insignificant number of refusals to be interviewed by respondents;
- it is easy to ask difficult questions, since the interviewer can further clarify the incomprehensible question to the respondent.

Logo - a characteristically formalized name of the product or its manufacturer.

Customer loyalty - the degree of customer loyalty to the brand.

Brand - name (designation), term, sign, symbol, drawing (symbolic image) or their combination, designed to identify the goods or services of one seller or a group of sellers and differentiate them from the goods and services of competitors.

Differentiated marketing - performance in several market segments with the development of a separate offer for each of them.

Concentrated marketing - concentration of marketing efforts on a large share of one or several submarkets as opposed to concentrating them on a small share of a large market.

Mass marketing - mass production, mass distribution and mass promotion of the sale of the same product for all buyers.

Place marketing - activities undertaken with the aim of creating, maintaining or changing relationships and / or behavior. specific locations.

Marketing undifferentiated - addressing the entire market at once with one and the same offer, as opposed to concentrating efforts on one segment.

Public marketing (social) - development, implementation and control over the implementation of programs aimed at achieving the perception of the target group (or target groups) of a social idea, movement or practice.

Organization Marketing - activities undertaken with the aim of creating, maintaining or changing the positions and / or behavior of target audiences in relation to specific organizations.

Individual Marketing - activities undertaken with the aim of creating, maintaining or changing attitudes and / or behavior towards specific individuals.

Database Marketing - Tracking and analysis of consumer behavior of buyers using a database for subsequent targeted mail advertising sent to prospective buyers to further meet their needs.

Product differentiated marketing - production of two or more goods with different properties, in different design, different quality, in different packaging, etc.

Target marketing - demarcation of market segments, selection of one or more of these segments and the development of goods and marketing complexes based on each of the selected segments.

Observation - a method of collecting primary information by direct and immediate registration by the researcher of events and conditions in which they occur. Observation, unlike polling, does not depend on the readiness of the observed object to report information. The subject of observation can be the properties and behavior of individuals (buyer, reader, seller, etc.) and things, goods processes (study of the flow of buyers, the use of various devices, machines, etc.). The main areas of application of observation can be: behavior of buyers when purchasing goods; momentary observations to analyze the characteristics of communication (attentiveness, courtesy, considerate); physiological measurements of psychological manifestations (variables); the effect of satisfaction, impression or dissatisfaction with communication. Depending on the involvement of the researcher, observations are either participatory (active) or simple (inactive). In case of co-observation, the researcher is “introduced” into the studied environment and conducts an analysis “from the inside”. For example, studying the attitude of consumers to a product, a researcher can play the role of a seller. In the case of simple observation, the researcher registers events from the outside. Field observations are mainly used to study the behavior of an object in its normal environment. Laboratory observations are carried out by creating an artificial environment for an object close to the actual conditions of its behavior. Disadvantages - the inability to guarantee the representativeness of the data due to the difficulties of practical coverage of a large number of phenomena and the significant probability of errors in the interpretation of events in terms of the motives and impulses of the actors. Therefore, they are used in combination with other methods of collecting information. The main advantages of this research method are: the impossibility of participation of the observer when choosing the observed object; in some cases, it is not possible to study all the characteristics of the observed object simultaneously; inability to register the subjective factors of the behavior of the studied object; when conducting co-observation, the behavior of the studied person may influence the observation process.

Omnibus - see multi-sponsored studies.

Oligopoly - a small number of competitors or a situation of fundamental domination of several firms in the market, which leads to their strong mutual dependence.

Poll - clarification of the respondent's opinion on a certain range of questions included in the questionnaire through personal or indirect contact between the interviewer and the respondent.
Polls can vary:
- by the method of contact with the respondent: in person, by phone, by mail (including e-mail) and via the Internet;
- by the type of respondents: a survey of individuals, a survey of legal entities, a survey of experts;
- at the place of the survey: at home, in the office, at the points of sale;
- by the type of sample: a survey of a representative or target sample.

Panel is a sample of wholesale, retail trade networks, various groups of consumers (panel elements), which are interrogated at regular intervals according to a previously developed scheme in order to replenish and destroy primary information about the market of goods of interest. The panel should include typical sellers or consumers of the product being analyzed so that the findings of the survey can be generalized across the survey population. Panel elements are presented if they reflect the market structure by the most important parameters: geographic location, demographic factors, socio-economic characteristics, customs and traditions of consumers.

Primary data - information collected by the researcher specifically to solve a specific problem.

Positioning - determination of the position of a product or service in the target segment, an image that distinguishes a product or service in the minds of target consumers from competing products.

Potential market size Is the volume of sales that could be achieved if each potential consumer of the product was a real consumer, used the product at every opportunity of its use and at each application - in the optimal volume.

Mail Poll - sending out questionnaires and receiving answers to them by mail. A mail survey does not require a large staff of interviewers, but it does require a professional approach to sampling. A type of mail poll is a press poll. Its difference lies in the fact that the questionnaire is not sent out, but printed in any edition. A press poll is usually used in two cases: when the editorial office would like to know the opinion of readers about its publication, or when the attitude of a certain group of the population to any urgent and important problem is clarified through the press. Recently, commercial firms, together with periodicals, have begun to conduct a kind of advertising and research campaigns.
The main disadvantages of a mail poll are:
- low rate of return of questionnaires. Usually, the return of questionnaires by postal survey does not exceed 30-50%;
- “self-selection” of respondents: depending on the topic of the survey, either young people, or pensioners, or housewives, etc., can take a more active part in it. In addition, people who have a peculiar attitude to the problem under study often participate in the mail survey. Thus, when conducting a mail survey, there is a real danger of receiving "biased" information.
The main advantages of a mail poll:
- cheap survey: mail survey is one of the cheapest methods of collecting information;
- simplicity of organizing the survey: there is no need to train a large staff of interviewers and control their work;
- mail poll allows you to interview residents of the most remote regions, inaccessible for telephone and personal interviews;
- the time for filling out the questionnaire is chosen by the respondent himself, which means that he can calmly deal with all complex issues.

Projection method - a term used to describe a questionnaire containing hidden stimuli that make the respondent rely on their own emotions, needs, motivations, preferences and values \u200b\u200bwhen formulating a response.

Counter-marketing - measures aimed at reducing the demand for goods or services, the demand for which may be considered irrational, in order to ensure the well-being of the consumer.

Professiogram - a system of requirements for knowledge, skills, and specialist skills, as well as personal qualities.

Direct marketing - the practice of personal sales, when a product is presented orally during a conversation with one or more potential buyers. The most expensive method of influencing the buyer, therefore, they are usually used to sell expensive or luxury goods.

Business process reengineering - creation of completely new and more efficient business processes without taking into account what happened before.

Recruiting - staff recruitment (sometimes - selection of research participants).

Remarketing - activities aimed at reviving the demand for a product or service that becomes unpopular as a result, for example, "aging" (see "product life cycle").

Representativeness - the property of the sample population to reproduce the parameters and significant elements of the structure of the general population. The requirement of representativeness is reduced to the reproduction of significant elements of the structure in the sample and the determination of a volume sufficient to test meaningful hypotheses.

The respondent - a participant in sociological or marketing research.

Reference group - a group of persons that directly or indirectly influence the formation of opinions, relationships, human behavior.

Retail audit (retail audit) is the monitoring of changes in various parameters of a product (price, assortment, level of representation in retail outlets, variety of packaging, sales volumes) in a changing market situation and taking into account the activities of competitors.
The advantages of this method include the relative simplicity and accuracy of the data obtained. Disadvantages include the difficulty of obtaining data (administrative obstacles).
Retail audit data allows you to get:
- a database of market operators (broken down by manufacturers, product categories, brands);
- the structure of the market of the product under study (market share of manufacturers in value and natural terms);
- comparative analysis of the price policy of the market operators of the investigated product;
- comparative analysis of the assortment policy of the market operators of the investigated product
- analysis of the advertising activity of the market operators of the investigated product;
- indicators of the distribution of the market of the studied product.
The main tasks solved using the "Retail audit" service:
- obtaining information about the current state and trends of the market of the studied goods (in the context of product categories and trade marks);
- determination of volumes and market shares of goods, as well as development trends;
- determination of the volume and dynamics of sales of goods;
- assessment of the positions of various goods;
- obtaining information on the indicators of distribution of goods;
- obtaining information about the assortment, price and advertising policy of the goods;
- assessment of the strength of the positions of various market participants.

Market segment - a homogeneous group (or groups) of consumers with similar preferences and similar responses to marketing proposals.

Segmentation (segmentation) of the market / or audience - the process of dividing the market / target audience into homogeneous groups according to certain criteria (geographic, demographic, socio-psychological, income level, etc.) with the allocation of the target audience - a segment that potentially promises to give the highest sales this product / service.

Behavioral segmentation - a method of market segmentation, which consists in grouping consumers according to their attitude to the product, the frequency of its use or purchase, etc.

Segmentation by benefits - a method of market segmentation, which consists in determining the benefits of a product sought by consumers: low price, high quality, prestige, speed, sex appeal, etc.

Marketing Information System - a constantly operating system of interconnection of people, equipment and methodological techniques, designed to collect classification, analysis, assessment and dissemination of relevant, timely and accurate information for use by its managers in the marketing sphere in order to improve planning, implementation and control over the implementation of marketing activities.

Word association - a questionnaire containing a list of words to which the respondent, after reading them, must add the first word that comes to mind. All the same answers are grouped together to reveal variants of interests, ulterior motives or stereotypes. The responses are scored in three ways: the frequency with which each word is mentioned in the responses; by the average amount of time that elapses before receiving a response; by the number of respondents who did not answer keywords generally after a certain time has elapsed. It is often possible to categorize associations as preferred / undesirable, pleasant / unpleasant, modern / old-fashioned, and so on, depending on the problem at hand.

Composing a story - a method of collecting data in the course of the survey, based on visual stimuli such as cartoons, photographs or pictures, on the basis of which the survey participant is asked to compose a story. Answers are used to assess attitudes towards the subject of research, and not to characterize the personality of the respondent.

Demand - the total volume of sales in relation to the market of the product within certain geographical and time boundaries.

User status - a way to segment the market by type of product users: former or ex-users; potential and regular.

Life style - an interconnected set of ideas, opinions, tastes, inclinations, habits and behavior of a person or a group of people.

Sales promotion (sales) - additional measures to promote sales along the entire marketing route - from the manufacturer through the sales channels to the consumer in order to accelerate the sales process of goods.

Stamp value - the actual financial value of the trademark as a price that can be assigned, for example, when it is sold.

Store check (store cheсking) - assumes inspection outlets - retail and small wholesale, aimed at studying the range and price characteristics of goods and brands; monitoring the availability and prices of various brands; study of commercial proposals for advertising and business media. Methods for collecting primary data: personal interviews, observation, questionnaires at points of sale, telephone surveys, etc. The sample size for a check is determined by research tasks, research budget. Studies of this kind allow us to estimate the shares of the local consumer goods market belonging to various brands (manufacturers, distributors, suppliers). The methodology allows obtaining reliable data in a situation where traders refuse to provide information on their performance indicators. You can get information on a wide range of issues: assortment and structure of the trade offer (by name, product groups, brands, manufacturers, dealers and distributors, types of outlets), the prevalence of brands; differences between wholesale and retail prices; the range of prices for the brand in retail and wholesale trade depending on different criteria (for example, type of outlet, region); competitors' trading strategies; indirect estimates of market share and sales volumes of goods of different names, manufacturers, brands, etc. As a rule, store-check is used as part of a comprehensive analysis of the state and development prospects of a particular sector of the consumer goods market (along with qualitative methods, expert surveys, consumer surveys ).

Strategic planning - the management process of creating and maintaining strategic alignment between the goals of the firm, its potentialities and opportunities in the field of marketing.

Marketing strategy - a set of coordinated measures used to achieve promising long-term development goals of the company, guided by which the organization expects to solve its marketing problems and which includes specific strategies for target markets, marketing mix and level of marketing costs.

Sustainable Market Entry Strategy - the practice of setting a relatively low price for a new product in order to attract a large number of buyers and gain a large market share.

Brand expansion strategy - any attempt to use a successful brand name when introducing product modifications or new products to the market.

Skimming strategy - the practice of setting the highest possible price for the newly invented product, which makes the perception of the novelty beneficial only by some market segments, and allows the company to receive the maximum possible income

Stratification - (Latin stratum - layer and facio - doing) the arrangement of individuals and groups from top to bottom along horizontal layers (strata) based on inequality in income, level of education, amount of power, professional prestige, etc.

Sampling - a method of product promotion, in which test samples of the product are distributed to potential buyers.

Mystery shopper (Mystery Shopping) or staged purchase is a research method that involves assessing the level of service with the help of specialists acting as dummy buyers (customers, clients). The assessment is carried out on the basis of pre-developed criteria, in accordance with a detailed scenario of the Buyer's behavior. Selection of Buyers (matching) is carried out based on the characteristics of the target consumer in the given market (socio-demographic, psychographic or behavioral), which ensures that the Buyer is not recognized by the personnel. The information obtained allows us to solve the following tasks. First, staff motivation: based on monitoring results, based on Mystery Shopping, a single service quality index is calculated for individual employees or collectives. The dependence of staff salaries on the index (various options are possible: rigid linkage to the basic salary, linkage to a part of the salary, premium for the highest index, etc.), provides staff interest in improving the quality of service for each client. Secondly, the monitoring results reveal specific gaps in customer service and allow the training to focus specifically on these areas. In addition, monitoring based on Mystery Shopping makes it possible to assess the overall effectiveness of the training provided. Thirdly, the method allows you to evaluate the activity various companies (customer and competitors) from the perspective of the consumer. Based on the results of the mystery shopping research, models of market advantages and disadvantages of the Customer in comparison with competitors are built, as well as the competitive environment is analyzed.

Tactics — concrete actions companies designed to ensure that its strategic marketing objectives are achieved.

Telephone survey - a survey in the form of a telephone conversation between the interviewer and the respondent. Telephone interviews differ according to the type of respondents: interviews with individuals; interviews with legal entities. In the course of a telephone survey, the level of brand awareness, the level of brand consumption, brand loyalty are studied; there is an opportunity to receive operational information about the reaction of the market and consumers to the actions of the enterprise and its competitors. A telephone survey allows, without large financial costs, to conduct market measurements before, during and after an advertising campaign and, by comparing their results, to evaluate the effectiveness of advertising activities. In the case of a telephone survey of legal entities, it is possible to receive operational information on questions that can be answered in organizations by low-ranking employees (secretary, assistant, operator, etc.).
The main disadvantages of a telephone survey are:
- short duration: the average interview duration should not be more than 15 minutes. Therefore, using the telephone, it is impossible to collect in-depth information or opinions of respondents on a wide range of issues; restrictions on the number and complexity of questions in the interview;
- impossibility of presenting visual information to respondents; when conducting a telephone survey of legal entities, it is almost impossible to obtain reliable information on some issues, especially if they relate to the income of the company, its suppliers and customers;
- telephone surveys are generally not suitable for interviewing senior executives (CEO, sales manager).
The main advantages of a telephone survey:
- relative cheapness (in comparison with other methods);
- efficiency of receiving data;
- the ability to control the work of interviewers.

Testing - implies testing, trial, inspection, etc. to identify advantages and disadvantages in comparison with other similar products. A quantitative assessment allows you to get the same type, easily comparable answers to an identical set of questions about the tested product. A qualitative assessment makes it possible to get more detailed ideas of respondents about the qualities of the product, to understand the deep reasons for their attitude to certain characteristics of the product. Testing can be carried out both in a specially equipped room and in a store or at home.

Testing the product concept allows you to get assessments of respondents about the very idea of \u200b\u200bthe product, about its purpose, whether it is really necessary and how it satisfies the needs of people. At this stage, it is important to assess the respondent's reaction to the concept of the product, his expectations related to the product, it is also important how fully the idea of \u200b\u200bthe product is implemented in the product itself. As a result of this type of testing, the most optimal product concept is evaluated and selected.

Product (brand) testing provides an opportunity to directly assess the consumer properties of a product / brand, and also allows you to compare competing brands. Product (brand) analysis can be carried out:
1) by the method of blind testing (The attention of the research participants is focused directly on the product as such. In this case, everything that may have a side effect, for example, the name of the product, color, shape of its packaging, price, etc., is excluded. So, when testing wine respondents are offered identical transparent glasses with identification numbers);
2) by open testing (In this case, a product is tested in a branded package. In this case, the so-called side effects are present and have their effect - design, product brand, etc. Such a test turns out to be closer to real life).

Advertising testing is carried out at various stages of development and implementation of an advertising message to determine its attractive and annoying elements, to assess their perception, etc.
1) Pre-test - tests of advertising messages at the stage of their development are usually focused on determining the reaction of consumers to the proposed advertising products, identifying positive and negative assessments, analyzing how convincing the advertising is and is consistent with the main idea, etc. Such tests help to make the necessary adjustments advertising materials before their placement.
2) Post-test - tests of the effectiveness of an advertising message are designed to analyze whether an advertisement has achieved its goal. In the course of advertising post-tests, the following parameters are usually studied: popularity, memorability, recognition, image characteristics of the advertised product, etc.

Packaging testing allows you to evaluate the information content, attractiveness, distinctive properties, as well as the general consumer properties of the design / packaging of various goods. When testing packaging, the main attention is paid to its following characteristics - product protection, usability and ease of use, product information, the ability to attract the attention of consumers.

Substitute product - a product that performs the same function for the same group of consumers, but based on a different technology.

Trademark - a brand or a part thereof that is protected by legal protection. Protects the exclusive rights of the seller to use the brand name and / or trade mark (emblem).

Durable goods - tangible items usually withstand repeated use.

Non-durable goods - tangible products completely consumed in one or more cycles of use.

Special demand goods - goods with unique characteristics and / or individual branded goods, for the sake of which a significant part of buyers are willing to spend additional efforts.

Passive demand goods - goods that the consumer does not know or knows, but usually does not think about buying them, the need for which may arise in the event of a certain special situation (say, an insured event).

Consumer goods - goods that the consumer usually buys often, without hesitation and with minimal effort to compare them with each other.

Pre-selection products - goods that the consumer in the process of choosing and buying, as a rule, compares with each other in terms of suitability, quality, price and appearance.

A store - a retail outlet, shop, supermarket, kiosk, etc.

Trademark - any words, names, symbols or their combination, adopted and used by a manufacturer or a commercial organization to designate their products and differentiate them from products produced or sold by other companies.

About marketing in "human language". The purpose of this vocabulary is to explain marketing concepts in an accessible way, be careful not to err against the scientific definition. Other spellings in Russian and English are given in brackets.

The dictionary is currently under development, so I apologize that some definitions are missing.

Basic definitions

Marketing (marketing) makes the consumer want to buy yours product/the brand.

Product (product) - a product or service, the subject of sale or exchange. Sometimes the term "product" is used synonymously with a product, 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) - basic human desire, not exposed in material form, for example, the need for a pleasant pastime or the need to keep warm.

Demand (demand) - how much goods X buyers are ready to buy software price P. Demand arises when a potential consumer realizes need and sees productwhich can satisfy this need, for example, the need for holes in the walls creates a demand for drills. It is correct to use "demand for a product" in combination.

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 a geographical area and a product group, for example, the market for used foreign cars in Moscow.

Market size (market volume) - how many specific 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 use: 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. Misuse: market capacity (capacity implies limitation, the maximum possible volume), you can read about the capacity of the market and how it clogs marketing terminology.

Market share (market share) - the company's sales in this category, divided by market size this category.

Price (price) - how many monetary units the consumer should pay for the unit goods... Discounts and other promo options can confuse this simple concept, so let's define some other types of price. Retail Price - the price before discounts and other promotions. Market price - The price that a buyer usually pays for an item (after discounts). Average Unit Retail - the average price (after discounts) paid for a unit of a product.

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

Competitor (competitor) is another company offering product / brandclaiming 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 to buy a Jaguar car were asked where they would spend this money if they had not bought this brand, one of the most popular responses was "boat / yacht". A special case of competition is competition between products / brands of one company. Some companies support this practice, as Procter & Gamble is known for allowing its brands of detergent and dishwashing liquid to compete with each other, with the result that Procter & Gamble brands dominate these categories.

Brands and branding

Brand name (brand, brand) - a trade mark 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 a company that owns it can use both for its goods and give this right for use to other organizations.

Private label (private label) is a brand owned by a retailer. Private labels can range from basic products, such as sunflower oil or milk from a grocery store, 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 is its target audience, what the brand is, what needs of the target audience does it satisfy and how, how it differs from competitors, and so on. Embodied positioning is obtained only when the target audience of the brand can adequately describe this brand (attributes / benefits) and its differences from competitors. Correct usage: brand positioning (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 marked by buyers 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 can be read.

Logo (Logo) - visual display of the trade mark. Like the name, it is used as a brand identifier for shoppers. Many unscrupulous agencies will assure you that the logo plays a key role in a brand's success - don't trust them. Instead, remember that positioning is key to brand success; Also, do not forget to ask the agency if they have at least once evaluated the impact of a logo on sales by purely experimenting when the same brand is displayed with different logos in different markets, its sales are compared. I think this will end the conversation.

Linear brand expansion (line extension) - the simplest brand extension, usually meaning a new taste, smell, ingredient, purpose, etc. It does not have its own registered name, therefore it is usually described in simple words. 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. For more information on brand extensions, see.

Sub-brand(sub-brand) is a brand extension that has its own name, while maintaining a link with the parent brand. Typically, sub-brands are collections of goods (or a specific product) that differ in some way. In terms of the degree of "remoteness" from the parent brand, the sub-brand is further than linear expansion, but it has not yet become a separate brand, since their main characteristics coincide. It is recommended to register sub-brand names as well as brand names. Examples: Ford Mustang, Courtyard by Marriott, HP Pavillion, HP LaserJet, L "Oreal Excellence, Nescafe Classic. For more information on brand extensions, see.

Umbrella brand (umbrella brand) is a brand present in various product categories. The umbrella brand is a very general concept and can include brands with or without different types of extensions. An umbrella brand can be called the Yamaha brand, which do not have their own sub-brands and unite all product categories under one name; also, the umbrella brand is the Sony brand, which uses both the parent brand and sub-brands for different categories (Walkman, PlayStation, Wega), 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, each time the expression "umbrella brand" is used, it is recommended to clarify what exactly is meant by it (the presence of extensions, sub-brands, entering new categories). More information on brand extensions can be viewed.

Repositioning (repositioning, repositioning) - changing brand positioning. Usually, there are 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 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 in the process of which the researcher collects new data (also called primary) and processes them.

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

Quantitative research (quantitative research) - research, the results of which are measurable, that is, representable in quantitative form, for example, in the form of percentages, average values, etc. In order for data to be represented in quantitative form, several conditions must be met: collection the data must be standardized (e.g. standardized responses), sample research should be representative, the number of objects under study should be sufficient to calculate the measurement error. Quantitative research is carried out for hypothesis testing, identifying which is the first step to the correct conduct of quantitative research.

Qualitative research(quialitative research) - research, the results of which are presented only in a qualitative form, for example, in the form of descriptions, epithets, stories, schemes. In practice, qualitative research is most often carried out to develop hypotheseswho can subsequently be testedfor example, quantitative research. The most common types of qualitative research include focus groups, in-depth interviews, observations and uh tnographic research.

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

Application form (questionnaire) -

Focus groups(focus groups) -

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

General population (universe) - in marketing research, the general population means all the set of objects that you want to research. Sometimes the population is small enough (for example, customers who visited the store on the opening day) and you can ask a research question for each of them, but the number of objects is very large and in this case you have to select from the population.

Sample (sample) -

Representative sample(representative sample) - in quantitative studies, 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 are the most common weaknesses and strengths of your product (research question), your sample should contain the same percentage of satisfied and unsatisfied customers as the general population (in this case, all customers).

Testing (hypothesis testing, hypothesis testing) - quantitative method research, allowing to evaluate and compare objects of interest to the researcher according to the specified parameters. In marketing, it is often used to evaluate marketing decisions and select the best alternative. In such a case, it should 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 the shelf next to another product so as not to attract undue attention and not change the initial impression (then it can be removed), respondents should be selected from among those who are currently interested in the tested category. Testing, like any other quantitative research, requires a representative sample, that is, so that it matches your target audience in terms of important parameters.

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

Patterning (patterning) - A type of quantitative research usually related to gathering information about competitors. This study collects information about the range of competitors, breaks it down by significant parameters for subsequent analysis and comparison with the range of the patterning company.

Mysterious buyer (mystery shopper) - a method of obtaining information about the work of retailers. Usually aims to either assess how well the implementation of the business model fits 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 lies in the fact that many researchers do not understand that the “sent Cossack” is not a real buyer, so his impression can be very different from the behavior of real buyers and their requirements. For several years of work in large (more than 1000 stores) retail chains, I have never seen confirmation of the effectiveness of this observation method to assess how the real quality of service meets the company's standards. However, the method can be of great value if used as a qualitative (not quantitative) method for collecting information about possible problems service and merchandising.

Demographic characteristics (demographics) - gender, age, income, education, other relatively constant audience characteristics. In marketing, it is often assumed that consumer behavior is highly dependent on these attributes. However, for many categories of goods, consumption is increasingly explained by lifestyle or so-called. psychogravic signs.

Psychographic signs (psychographics, pronounced "psychographics") - signs that unite people not directly related to demography, such as beliefs, style, taste, hobbies. People often identify their type of consumption by similar characteristics, which is why psychography can influence purchasing decisions more than demographics.

Segmentation (segmentation) - combining objects into groups based on common characteristics. Customer segmentation is usually done according to similar needs. Segmentation research usually involves researching the needs of customers and then combining them into groups (clusters). When conducting a segmentation study, a marketing specialist should pay special attention to the selection of segmentation features. You can check how good your segmentation is by tracking getting between segments based on other criteria (for example, if segmentation by education and age gives a 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 that provides this advertisement 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 the word 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 in percentage or monetary units.

Sale (sale)

Loyalty

Loyalty (loyalty) is a measure of how much the customer is ready to continue dealing with a certain brand (product or service) and is not ready to replace it with another brand. Usually measured by the share of a given brand in a category's consumption. For example, an absolutely loyal buyer of “Ya” juice will always buy “Ya” juice when he buys 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 can be one of the reasons for the emergence of loyalty (another reason, for example, may be the absence of other alternatives in this category).

Loyalty programs (loyalty programs ) - special programs, the purpose of which is to induce the consumer to re-purchase your brand. In this area, the most well-known loyalty programs for airlines, retail stores, hotel chains. These programs often include the following methods: direct mail by the customer base (with and without special offers), loyalty cards (often accumulative), discount cards (usually used to collect information about consumer behavior, discount is only a payment for use). Among the most successful are 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, management of relations with customers) - the unification of objects into groups according to common characteristics. Customer segmentation is usually done according to similar needs. Segmentation research usually involves researching the needs of customers and then combining them into groups (clusters). When conducting a segmentation study, a marketing specialist should pay special attention to the selection of segmentation features. You can check how good your segmentation is by tracking getting between segments based on other criteria (for example, if segmentation by education and age gives a different average income between segments).

Try (trial) - the first purchase of a specific product.

Repeat purchase (repeat purchase) - a purchase of a product by a customer who has bought this product at least once before. It is understood that a repeated purchase indicates that the customer liked the given product and is ready to make a choice in favor of it again. It would seem that it could be simpler than this term, but in practice, many companies define this event in different ways. For example, would you consider a purchase a repeat if the previous one happened a year ago? Three years ago? Five years ago? Will you consider a purchase a repeat if the customer does not remember that he has already bought this product (bought from you)? Repeat purchases are important because the number of returning customers usually determines such an important metric of a business as loyalty. While measuring the number of primary purchases (by research or by data base) is not difficult, measuring the rate of return for repeat purchases is a little more complicated. 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 indicator is historical and highly depends on how much time you spend on making a repeat purchase. Another commonly used metric, the percentage of today's (this week, month) buyers who have already bought a given product in the past is difficult to interpret - if it has decreased, does this 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 individuals. It can be carried out both through the store and directly (direct), usually through a catalog or via a website.

POS (Point of Sale) -

Merchandising (merchandising) - deals with the issues of product presentation in the retail network. It is subdivided into visual merchandising (visual presentation) and buying - making a decision on purchasing a certain product, for example, seasonal.

Distribution(distribution) -

Supply chain (Supply Chain) -

Distribution channels (distribution channels) -

Assortment policy (assortment architecture)

Range of assortment (assortment width)

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

Commercialization (commercialization, new product commercialization) - the process of managing the launch of a product to the market, from idea to shelf.

Product / product launch(product launch) -

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

... Assortment of goods is 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 amount of goods for a certain period (5-8%)

... Brand name represents a name, term, symbol, picture or their combination, which are necessary to identify the product of one manufacturer or seller and differentiate from others on the market

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

... Booklet - focused, but not stitched editions in 1/2 or 1 area of \u200b\u200bthe sheet. Printed in large numbers and dedicated to one or a small group of products

... Geographic Pricing Strategy aims at assigning different price levels in different geographic regions

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

... Product item depth - shows the presence in each assortment group of different brands and models

... Product limit is the optimal volume of production and sale of goods required to cover capital investments and the content of the first profit. When the product is sold in the maximum amount, the enterprise has zero profit, but sales in the amount of "the maximum amount of products 1 unit of goods" will bring the first profit to the enterprise.

... Limit price - this is the price level of the equipment under consideration, at the appointment of which the buyer who purchases the studied machine does not receive absolutely any advantages in comparison with the purchase of an analog machine. The index r of the marginal price allows one to combine the interests of both interested parties - both the consumer and the producer. From the point of view of the producer, the concept of price includes the content of the cost of material and other resources, which are spent on the creation of a machine and, based on this, the higher the indicated costs, the higher the price level. As for the consumer, from his point of view, the pricing process looks somewhat different as a result of 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 are embodied in the purchased equipment. , provide, that is, in other words, for the functions performed by him, the totality of which is characterized by certain groups of indicators, namely, classification, functional and appointment indicators.

... Demarketing used in case of excess demand, i.e. it must be reduced, since the enterprise is not able to satisfy it with the maximum use of production capacity. The main task of demarketing. NGU - to find ways to temporarily or permanently reduce demand by increasing prices, weakening efforts to stimulate sales, reducing service after.

... State monopoly is any state-owned enterprise or private firm that works under a government order

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

... Dealer price discounts cover the dealer's own expenses for sales and service, as well as provide him with a profit

... Differentiated Marketing involves the company's coverage of 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 meet each individual consumer through an individual approach

... Economic environment is a form of manifestation on 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 environment, distinguish: general economic conditions; conjuncture of commodity markets.

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 mean the emergence of real conditions for the exchange of goods between the producer and the consumer. Therefore, at the second stage, it is proposed to perform express diagnostics of potential markets for goods. Proceeding from the fact that the economic space forms the conditions for the free exchange of goods and services depending on the interests of the participants in this process, the economic space is understood as the emergence of real conditions for the exchange of goods between producers and consumers than.

... Equipment operational performance characterizes the ability of equipment to perform its functions, but not under certain (reference) conditions, but under actual (i.e., in any) operating conditions, and the effect of such actual conditions should be characterized by the quality of use (operation) of equipment. The operational performance of the machine, in contrast to the technical one, is determined taking into account the reliability of the machines, as well as technological x, organizational breaks in their work, including equipment downtime when refueling it; necessary breaks in work when moving it, if necessary, behind the production space (for example, storage, for lifting equipment, such is the construction site) and mud, changes in working equipment, taking into account the rest time of the employee serving 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 project for the production of work or the relevant norms, rules, instructions and technical operating conditions for productivity as an integral indicator of functioning is the parameter by which the analysis and comprehensive assessment functioning of the equipment.

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

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

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

... Ergonomic function - a function that improves human usability this object

... Market volume{!LANG-8a034ecbefa380a96cf9aa6a895b8fa3!}

{!LANG-71d18abe7050fe78f58e7260332b2d34!}{!LANG-9a1fa182f9bb198b601a17827b193428!}

{!LANG-135fc7336644589ca45d11c94fd24735!}{!LANG-f4308ce6996cf205adcfa80cc421b68c!}

{!LANG-fdd9c6771a9246bae7efadb31d60fdff!}{!LANG-39249d1dd05daf54de247c4a9b49138c!}

{!LANG-bb850f10f31f275ab975718605544f8f!}{!LANG-d1deaea751efe9724388b162e5b7ca51!}

{!LANG-063b43b2fd5a137c7c26852c1e754563!}{!LANG-46c507d1158da61893f08968aa64d602!}

{!LANG-949eaa67554da9bb91859edd8e19f049!}{!LANG-71599432affc536304e65237bfc5006a!}

{!LANG-1c42383b2e6e50b5b7b4104808c96e34!}{!LANG-62212f87c773f64a8fe32ac69e17d302!}

{!LANG-25db1a1824feac95fc72986f084eb5a5!}{!LANG-d6522b219250bd8040680d0ace1e4656!}

{!LANG-c45cd0b03960d51e372be87cf204f6fd!}{!LANG-ab1338fe26392ebe578b570f72353606!}

{!LANG-8c987b053d3c10670f6868bfdfdc989b!}{!LANG-217c16acea00336fe1f6ead164278e6b!}

{!LANG-c8da18402f25d7cc41adee1e14e69b2d!}{!LANG-63ff70bd9ec97b01ba9c1c3c51a05b75!}

{!LANG-a9d4558b026aeaf1abd1037ba4235357!}{!LANG-72c68106bc456525df14c2b9a8409457!}

{!LANG-27c9c897c78b158de03ea0b098a0c0c9!}{!LANG-b9d20679e5d0592a3976c36d7211aa6d!}

{!LANG-13298ec4467dc62bc5fc4e2cd6cfd24e!}{!LANG-92f7cf7d92ab6c014460572e4c30b0b0!}

{!LANG-6971c3585099a00c57ee2d02df6cfb55!}{!LANG-1187b7e2d9e332dcf6b8455559308570!}

{!LANG-3f3247faa1aa4a2309d54c43ec62d174!}{!LANG-69361b6794ded1ff08e3982e7b738afb!}

{!LANG-ebd21c43102d440e4becb8941a017981!}{!LANG-50cec4e5af50d8237a2fa1ec769ce23d!}

{!LANG-4570fd6a979990685aa48c437c68d3db!}{!LANG-5a8f4fcc9dd40d5c355acd37bf4589b5!}

{!LANG-5533407b18a99dc1fc14443e71aa9eba!}{!LANG-e2a0fc667f6022148f70236aeb7a71d4!}

{!LANG-62376b2532cfcfd0aca3d2eebaab6fbc!}{!LANG-e19a1d0760984bfb7774ece2f2c196c5!}

{!LANG-0d6b62596d610c771b46ad9f1e006bed!}{!LANG-d0f56cb42ecde711d30337622f5b37f8!}

{!LANG-36ba06a305d85cc9fcab528e6ea674b5!}{!LANG-2b9b6c24f9e95247e02c1393290148ac!}

{!LANG-aaa5c90bf06bb1bcde67587768a36806!}{!LANG-231483a4aaf6cfae6c15937e4fe11d96!}

{!LANG-c753eb1e985aee9f4e290ee31c8c39ae!}{!LANG-7f0e25163d4ac5ad8414fbdd6694ef70!}

{!LANG-f74ac5cbf448d16e9ba014844c36a35c!}{!LANG-355e3a6a1c8a5c25c4a0a038b6c063ba!}

{!LANG-c3ff85f8c2a34d40b88ad57fdbc7b6fa!}{!LANG-5635ea433d1804bd4be0952d9d70f1c0!}

{!LANG-f5c3b747ef9392fa43d4e060d45aa575!}{!LANG-507d1780fb7a900998da27baf57d5c38!}

{!LANG-16e9b6b169a7c54ff40ec5fc31a6a662!}{!LANG-3d6c877dfe64618d25dff20d3d09ffff!}

{!LANG-1e490d52eb901d86df204fef7f99b971!}{!LANG-7d75e8ff9366f5d8cfb4ac5280b4cae5!}

{!LANG-938f97fc8e07630cde3589e385ad7a7b!}{!LANG-9ceba974129c9d7bc661b723c095917b!}

{!LANG-55673fb3a449bfbaf3bb6ad9cdb761a3!}{!LANG-6e2499d0ee9d9c8dae19d8be1642f2ee!}

{!LANG-fafc1501c795f64155dbe8808a732746!}{!LANG-d40bfef8e58ec2eabe8510f4dfe688eb!}

{!LANG-04dd234347e1668b23f7fb3839858040!}{!LANG-87fe584544509055b1b554a148d2a4e4!}

{!LANG-4414e87b0069c7f6fd6fc3fc80ae12a1!}{!LANG-f7834db26bbc98ce2dd1f2d9a48a08db!}

{!LANG-84c13e06d9862526dc13cfb6d2a7d551!}{!LANG-c30c64bf90dd2f380e737f054ce573ba!}

{!LANG-54aad488a013511f0b6d2462e28e66c8!}{!LANG-a6a501bb29c47d4bdfbc7100d9c6fe73!}

{!LANG-79190073fc70b486556c85ecc37a5c1a!}{!LANG-7b686c1339f9215d4f06acbdd690bc2c!}

{!LANG-54165a51c09a8e88c2024ce23469b0f3!}{!LANG-fb5f5cf3338fd509236421914a777e67!}

{!LANG-b0049e99b2a917e0778c0f77007028ea!}{!LANG-c9aad12be83b8dac467dd5cb484171e8!}

{!LANG-f106daa14b7ffe76523af7d7d0e16a83!}{!LANG-2cd9d34d13f01655d353919977a3fb4c!}

{!LANG-e06b240643a0cb51a2fca2e9c77e674c!}{!LANG-5f87cf11f9af9aa0527b33a965926277!}

{!LANG-310e619df45ed4b544b35638ab1aa702!}{!LANG-fb8df93421bc694aa1382d8dd060eab8!}

{!LANG-b679c044610d3d9f4fccbee286a669e6!}{!LANG-0f1d0f720f8b3f85126d4cb2635bd32c!}

{!LANG-10bb216c4cefb72425092b5b678e507d!}{!LANG-306630433823e8d0c049466d6c290b3b!}

{!LANG-a1f5335ab42adf32aee23f7f3f5a2142!}{!LANG-b6aefafd320998893a481105e97ab251!} {!LANG-d61bb57f072dbdedc34a2ff811e6cbca!}{!LANG-daf446ad32482e1bbe333bed831831bc!}

{!LANG-7cb396b2c7fff296e0339dd470036be4!}{!LANG-c919f8043d46a30d0db45560864a03cd!}

{!LANG-09811e44c3d99516922706ea7608c328!}{!LANG-5beb0cc771dd5f501eb5220da0107a9c!}

{!LANG-7020ca65db954fd9f8247ef6f5f65d88!}{!LANG-6510a2b92f6705c5d9781f63b13d6eb4!} {!LANG-4d7e60edec9aa0ab6c3110a1beb8f98f!}{!LANG-bf9646375adac37d6b95e1b50d98dc84!}

{!LANG-d977a63cb0eb8addd3307cd8f90b3470!}{!LANG-00253e5a5d7ce08e09ffbcee302ecddb!}

{!LANG-31f8f2164ea1e7b3e2bbaefe7133fd54!}{!LANG-57218b47b8d266eec39fc4bd7ee31544!}

{!LANG-443cf2af3618160a91229b251b40ed29!}{!LANG-8a55d8d03230ef4fec3d0635e9cf5620!}

{!LANG-196b2b3069ef4beb48e62f1d34b019d8!}{!LANG-742535b72871cbeb160d99644153ce81!}

{!LANG-faf5c9405bd46d86de47fe505cf7ad6f!}{!LANG-6637da317cce292666955a34cba73711!}

{!LANG-fc8655aebf9a9f8a12a4f6dae1f96fc7!}{!LANG-554ccbbd003dbf38bd24ffd4890816c8!}

{!LANG-f876213ed87832de0f3c2fa516a6a8b6!}{!LANG-19a586eed7f4492618e8edec55fe44fb!}

{!LANG-16ca6bd16079514b0ac57e14135b9ff2!}{!LANG-44ce1e76f0879075323ff36a1d1f14d6!}

{!LANG-caa3bff11877c8b1905659556ff931d9!}{!LANG-86a619b1e60ec9a50b21b4faa9db34b3!}

{!LANG-8e3ea35669cb6097e5e1a57a4be91089!}{!LANG-736d7a61ca771b6d929e6cf620bf0e0f!}

{!LANG-bef6b6e012d7cb079820bd851d42f528!}{!LANG-3eb558d60b7595369e13a0a10a2a29d7!}

{!LANG-6106838da19458c34b4c13f676a56e3f!}{!LANG-f7404b6a3e28030c53b8df84ea4a1b56!}

{!LANG-d6bfab25abef37827c080e645e930b14!}{!LANG-7b606259d95befab570b5c9fc0594cca!}

{!LANG-f5373a4b75b8099114156aadec37a72a!}{!LANG-abb7902df1a3bcfb8d83b0de8bf4027e!}

{!LANG-13786f560934e25dffab32fc7200b2af!}{!LANG-d6401a51953504bb881e7f7828265382!}

{!LANG-618faa991d27eaaab6cea2bb829ba406!}{!LANG-6e24143e1b4af33d393f016df36f40f6!}

{!LANG-a75f1a7ad95aa4b084ad022e6274c8eb!}{!LANG-39c76f7520e5a73a29a0b59847ba5608!}

{!LANG-55bd0d0d4d1e99c30b18494de8443860!}{!LANG-2a0bed45a54eed849914318397f18aea!}

{!LANG-145fd2a08e6722873ebbd78cfe336f66!}{!LANG-d25ccbf956ad2935d491d289e02a15e6!}

{!LANG-36f443253560c06bb16f6fb7d3fe3131!}{!LANG-91e7f64a462caebd32a99df1fef651dc!}

{!LANG-3c7cd8521748de3181d3ce9f3586656f!}{!LANG-ed1430668de3e7eecc74a05001564e9b!}

{!LANG-865b1b4e4bb3bf91e8047f18f0211f5b!}{!LANG-dedd792927b63640d28411f39e77f690!}

{!LANG-7b4a8e10406d7f8989e74fa7d697a27f!}{!LANG-8fa4dbc9669f525f8e82f87f4404a342!}

{!LANG-f332d0b287082ba751ea597458f62830!}{!LANG-3f3e68a95860ef32f26b2a192aacdc68!}

{!LANG-d851744b2156786ead7bf1cbcc78c8d7!}{!LANG-7b24a951f4c2b6de747eec263463e9dc!}

{!LANG-d3fe8098471159876f584c00af0457f8!}{!LANG-0ea498db4c489585574755514c7ee90c!}

{!LANG-66d5c81fdb66726a6bde9169503b0774!}{!LANG-60b8d7f7afafc97c32d8d15b418d1bef!}

{!LANG-469646467fdf09126b45f9803fd986ce!}{!LANG-6898b72c7930693e01a3cb755c23df9a!}

{!LANG-cfd0968e2363e1ccb4c0419d84db35a7!}{!LANG-0fabf8499d34dea273ef20e652acb707!}

{!LANG-217d0d4c8e6ff94df8c10addbc36eff5!}{!LANG-d68499b2035dd64a08129cdebf5ebf25!}

{!LANG-91f7109792092b4227293734e390948c!}{!LANG-e5351b217f7895f461ab8839185e41b7!}

{!LANG-d9b97c78691a1734c32391d76b72570a!}{!LANG-99187addda3a0a2e89406d996e6169a2!}

{!LANG-123fa306f5ebf9d892d52812da880025!}{!LANG-e807e2de916a97c2e6ade131298f16c8!}

{!LANG-428d01dacaf03250b1f4f13e4bf8a296!}{!LANG-ce41d63b8f53770f5a60f359aa061d04!}

{!LANG-df9efdef3ee59b449df863208d73d874!}{!LANG-c455abf09cdcdbe930eb1a174683038b!}

{!LANG-2c8c86180b3df0082bf1e2f31544df54!}{!LANG-db5c62634bc1bd088a369ed594824507!}

{!LANG-1938b2bb8d3104e98047fa92fe383bb4!}{!LANG-eb25f6abf45953751b5494cb2add608e!}

{!LANG-4944ea173fff4a76f7db25d10ed2b02c!}{!LANG-862dd9ed5274030e5d75867e4374f761!}

{!LANG-83ea1f2fe4301d143c9ab62fb1837591!}{!LANG-4bdbe657ff901f11c53e986412ee4bd4!}

{!LANG-65e0735820494df7ed9d62dd31c637b2!}{!LANG-e4140435ce257e87f83cca524f7e7be2!}

{!LANG-a8d55d458520b6e778a0d39040910697!}{!LANG-940a7d955ebf65c61661c28bf8ab2171!}

{!LANG-3a463f252d77c318547076ad94177e47!}{!LANG-1debfc935866bd808697dc1201a3beea!}

{!LANG-a3a4e35b9f4961e8ee1ed2b39a864018!}{!LANG-3ea96cc11e0b3d05920ecb365d4eeb86!} {!LANG-a25add3964a3ba65fcea756b5943c482!}{!LANG-07ad5ddc349636d61aabdb17c0eac877!}

{!LANG-3acbe0c0380c45553d3f7a64d447b078!}{!LANG-bf4980b2bd73be9cfaef9da4de2adfcc!}

{!LANG-9bc18abd585661d677425cdc381b7b89!}{!LANG-1c55f4c17691e74be4e59d51e432f478!}

{!LANG-96bcee5145bd3c638aa7650556b0321e!}{!LANG-6d06788b413113373a31a3be0fdc30b6!}

{!LANG-297229273e8f0e02db1dec804f92e005!}{!LANG-3d4faa8e25eba34dbe667f86dc9332db!}

{!LANG-51e5aaf1b07a03fe25bdd7c754abe16f!}{!LANG-ba2753878d269d0b45d3c1f8a43c49d8!}

{!LANG-5cd0bb5fe79f0f383c3fb2de6194fa6f!}{!LANG-09ecf1a16252d04327a37bbe366ce51e!}

{!LANG-92588e5a79630caee6559f38eb94e03c!}{!LANG-dd481fdca2cfedf304d4948f854679eb!}

{!LANG-10a2b2c7cfa0389c2690ab576f4e2f05!}{!LANG-0adc900c79379e3dd58e37b3c3c3c822!}

{!LANG-1f8e5189c02624bdffb3d1ccfecd73eb!}{!LANG-5c476e8cc8ab24596f5aab8e320d6e2d!}

{!LANG-daddb1db2b0fec6cae1632cf9d6e6c7a!}{!LANG-b3d4b13e3cc5e4d891ff031b8839b463!}

{!LANG-030ed3dbf4f46274216aa3609538c47a!}{!LANG-3f2fa08c19f7cb1418d6477b49ccf699!}