A truly comprehensive dictionary of marketing terms. Glossary of Marketing Terms

Affluence(from “afffluence” - “abundance”) - or “consumer flu”. In rich, developed countries there is a new mass disease, which is associated with an obsessive desire to constantly shop.

Benchmarking- 1) 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; 2) a method of analyzing superiority and assessing the competitive advantages of partners and competitors of the same type or related industry in order to study and use the best (the principle is from best to best).

Brand- a certain image in the consumer’s mind, a set of impressions and associations that allow the consumer to distinguish and choose a particular product

Product market capacity- possible volume of sales of goods at a given level and price ratio.

Diversification- 1) the type of product strategy, according to which the enterprise expands the number of products produced; 2) simultaneous expansion and development of two or more unrelated types of production in order to conquer new markets and generate additional profit; 3) the process of the company's penetration into other branches of production, is used to ensure that the enterprise does not become overly dependent on one strategic unit.

Product life cycle- evolution of potential demand for a product over time. In the classic version, there are usually five stages life cycle product: research and development, introduction, growth, maturity and decline.

Marketing mix(marketing mix) - a set of variable marketing factors that can be controlled, the combination of which an enterprise uses in an effort to evoke the desired response from the target market.

Enterprise competitiveness- a relative characteristic that expresses the differences between the development of a particular enterprise and the development of others in terms of the degree to which its products satisfy people’s needs and the efficiency of production activities.

Product competitiveness- a relative and generalized characteristic of a product, expressing its advantageous differences from a competing product in terms of the degree of satisfaction of a need and the costs of satisfying it.

Marketing control - constant check and assessment of the situation and processes in the field of marketing, comparison of norms and the actual situation.

Conjuncture- the current economic situation, including the relationship between supply and demand, price movements and inventories, the order portfolio by industry and other economic indicators.

Brand- a name, term, sign, symbol, design, or a combination thereof, intended to identify and distinguish the goods or services of one seller or group of sellers from the goods and services of competitors.

Marketing- a set of activities aimed at organizing, pricing, developing goods and their delivery to existing and potential customers.

Marketing audit- or strategic control of the marketing system, is a comprehensive, systematic, independent and periodic audit external environment marketing, goals, strategies and individual types marketing activities enterprise and its divisions.

Marketing mix- same as “marketing mix”.

Marketing research- systematically determining the range of data required in connection with the marketing task facing the enterprise, collecting it, and reporting on the results and conclusions.

Marketing communications- skills and abilities to convey certain messages (ideas, knowledge, facts, values) to those who receive them, with the intention of persuading the consumer to make a choice in favor of a specific product or service.

Brand name- the pronounced part of the brand. In order for a product to be competitive in the market, its brand name must be different from others, contain a hint of a certain quality and benefits, and it must also be short and memorable, but not random.

Vintage sign(emblem) - part of a brand that can be identified, but cannot be pronounced, such as a symbol, image or specific font design.

Enterprise mission- purpose of business, philosophy, meaning of existence of the enterprise. A mission is a clearly expressed reason for its existence.

Neoeconomics(“new economics”) is a section of economic science that includes a number of the latest relatively independent areas, such as financial economics, rating economics, Internet economics, etc. Neoeconomics, first of all, records and conducts a primary analysis of the most modern phenomena and the latest trends occurring directly in a given historical moment in time, with us and the world around us.

Operational Marketing- an active process with a short-term planning horizon, aimed at retaining the existing market, which consists in using all means of marketing: product, price, sales, communications - to achieve set goals.

Portfolio analysis- description of the enterprise as a set of strategic economic units (SHE). In portfolio analysis, CHEs are considered from the point of view of the strategic development of the enterprise in one or more segments of the target market. Portfolio analysis helps to find out which SHE is the most promising and will ensure success in the future or, on the contrary, has lost its attractiveness.

Market Niche- a limited scope with a clearly defined number of consumers, a field of activity that allows the enterprise to demonstrate its best qualities and advantages over competitors.

Sales network- a structure formed by partners participating in a process of competitive exchange for the purpose of making goods and services available to consumers.

Sales strategy- a marketing enterprise that determines the possibilities of wholesale and retail, service needs, needs for integration of sales activities, types of intermediaries and their role in the distribution chain, the optimal structure of distribution methods and channels from the point of view of convenience for consumers.

Market segmentation- division of the market into clear groups of buyers with similar needs and behavioral or motivational characteristics.

Strategic business units(SHE) - basically independent areas of the enterprise's activity, which are characterized by a special customer-related market task, clearly separated from other SHE by products or groups of products, as well as a clearly defined range of customers. Different SHEs have different market chances and risks.

Strategic Marketing- planning, development and implementation of strategic directions for the development of the enterprise using marketing tools and methods.

Strategy- the direction or program of action of an enterprise that identifies priorities and resources to achieve its main goals.

Product range- a group of products that are closely related, either because they function similarly, or because they are sold to the same groups of customers, or through the same types of outlets, or within the same price range.

Product nomenclature- the totality of all assortment groups of goods and product units offered to customers by a specific seller.

Product strategy- enterprise strategy for product development, development of new products, assigning brand names, ensuring their quality and competitiveness.

Trademark- a brand or part thereof that is legally protected. A trademark protects the exclusive rights of a company to use a brand name or trademark.

Package- a container or shell for a product.

Marketing Management- a process that includes planning, organizing and controlling the marketing activities of an enterprise.

Business portfolio of the enterprise- a set of business units (or business units) belonging to the same owner (enterprise).

Pricing strategy- the enterprise’s choice of a certain price level for its products and determination of the possible dynamics of changes in the initial price for it in market conditions, the best way corresponding to the purpose of the enterprise.

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

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

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

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

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

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

. Depth of product range- quantity various types brands, sizes, models within one product group

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

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

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

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

. State monopoly- is any state-owned enterprise or private company, which works under government orders

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

non-integrated marketing- assumes dual orientation

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

. Assignment strategy high prices used for well-known brands or when the product differs in quality and performance level from products that are offered on the market

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

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

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

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

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

. Product- this is everything that can satisfy the consumer

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

appearance, font writing.

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

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

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

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

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

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

Bagiev Georgy Leonidovich, academician

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

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

Bagiev Georgy Leonidovich, academician

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

Bagiev Georgy Leonidovich, academician

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

Bagiev Georgy Leonidovich, academician

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

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

Bagiev Georgy Leonidovich, academician

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

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

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

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

Bagiev Georgy Leonidovich, academician

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

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

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

Bagiev Georgy Leonidovich, academician

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

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

Product quality

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

Bagiev Georgy Leonidovich, academician

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

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

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

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

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

Bagiev Georgy Leonidovich, academician

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

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

abbreviated summary of the main provisions.

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

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

Bagiev Georgy Leonidovich, academician

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

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

Bagiev Georgy Leonidovich, academician

movement to protect consumer interests. Implemented in the formation of societies, public speaking, in a boycott of firms, stores, etc. The development of this movement led to an increase in the degree of self-control in advertising, taking into account the protection of consumer rights in all advertising activities.

use of a trademark without the consent of its owner.

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

Bagiev Georgy Leonidovich, academician

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

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

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

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

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

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

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

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

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

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

Bagiev Georgy Leonidovich, academician

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

Bagiev Georgy Leonidovich, academician

Mentality

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

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

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

Bagiev Georgy Leonidovich, academician

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

Bagiev Georgy Leonidovich, academician

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

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

Bagiev Georgy Leonidovich, academician

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

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

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

small typographic font (2.25 mm).

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

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

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

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

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

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

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

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

small typographic font (3 mm).

pixel is an indivisible point in a raster graphics graphic.

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

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

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

plastic material for the manufacture of outdoor advertising.

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

Product positioning on the market

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

Promotion - assistance in sales, sales.

socio-demographic and behavioral characteristics of potential buyers.

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

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

Bagiev Georgy Leonidovich, academician

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

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

Bagiev Georgy Leonidovich, academician

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

legal or individual, which is a source of advertising information for the production, placement, and subsequent distribution of advertising

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

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

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

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

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

Bagiev Georgy Leonidovich, academician

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

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

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

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

Bagiev Georgy Leonidovich, academician

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

newspapers, magazines, radio, television

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

Bagiev Georgy Leonidovich, academician

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

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

Tabledot - general dinner table in boarding houses, large canteens and restaurants. Often used to advertise products.

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

Bagiev Georgy Leonidovich, academician

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

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

Bagiev Georgy Leonidovich, academician

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

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

Bagiev Georgy Leonidovich, academician

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

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

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

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

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

Bagiev Georgy Leonidovich, academician

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

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

Elasticity of demand

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

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

Bagiev Georgy Leonidovich, academician

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

Marketing for top managers Lipsits Igor Vladimirovich

DICTIONARY OF PROFESSIONAL TERMS Professional vocabulary occupies an exclusive place in the marketer's vocabulary, and mastering it will be extremely useful to you. Of course, everything here is in the best traditions of marketing. CRM (Customer Relationship Marketing)