Các thuật ngữ thường sử dụng trong marketing

Giải thích các thuật ngữ thường sử dụng trong Marketing (phiên bản tiếng Anh)
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09-05-05, 18:04
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Các thuật ngữ bắt đầu bằng ký tự "A"
Above the line
“Above the Line” is the term commonly used for advertising for which a payment is made
and for which commission is paid to the advertising agency. Methods of above the line
advertising include television and radio, magazines, newspapers and Internet.
ACORN
ACORN stands for “A Classification Of Residential Neighbourhoods”. ACORN is a
database which divides up the entire UK population in terms of the type of housing in
which they live. This can be used for various purposes in marketing planning and in
designing promotional campaigns
Ad hoc market research
Ad-hoc research focuses on specific marketing problems. It involves the collection of data
at one point in time from one sample of respondents
Added value
Added value refers to the increase in worth of a product or service as a result of a particular

activity. In the context of marketing, the added value is provided by features and benefits
over and above those representing the “core product”.
Advertising
Advertising is any paid form of non-personal presentation and promotion of ideas, goods
and services through mass media such as newspapers, magazines, television or radio by an
identified sponsor.
Advertising budget
The total amount of money that a marketer allocates for advertising over a period of time
After-sales service
The services received after the original goods or services have been paid for. Often this
service is provided as part of a warranty or guarantee scheme.
Agent
Part of the distribution channel. An agent is effectively a wholesaler who represents buyers
and sellers on a relatively permanent basis, performs only a few functions and does not take
title to goods
Ambush marketing
A deliberate attempt by a business or brand to associate itself with an event (often a
sporting event) in order to gain some of the benefits associated with being an official
sponsor without
incurring the costs of sponsorship. For example by advertising during television coverage
of the event.
Ansoff matrix
A model used in strategic marketing planning. The Ansoff Product/Market matrix model
links marketing strategy with the general strategic direction of a business. It maps four
potential product-market strategies - e.g. market penetration, product development, market
development and diversification - on a matrix showing new versus existing products along
one axis and new versus existing markets along the other.
Augmented brand
The additional customer services and benefits (“added value”) that are built around the core
product or service offering

Available market
The total group of customers who have an interest in a interest in a product or service, have
access to it, and have the ability to buy it
Awareness
Advertising or other promotional activity (e.g. public relations) whose primary purpose is
to increases general knowledge of the company, and to make people feel more positive
towards it
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09-05-05, 18:07
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Các thuật ngữ bắt đầu bằng ký tự "B"
Behavioural segmentation
Behavioural segmentation divides customers into groups based on the way they respond to,
use or know of a product.
Below the line
“Below the line” is a term commonly used to refer to non-media advertising or promotion
when no commission has been paid to the advertising agency. This includes direct mail,
point of sale displays, and other sales promotions.
Benchmarking
The process of comparing the products and services of a business against those of
competitors in a market, or leading businesses in other markets, in order to find ways of

improving quality and performance
Benefit segmentation
Benefit segmentation relates to the process of dividing a market based on the specific
benefits consumers seek from a product. For example, some car buyers want safety and
security from their car, while others look for comfort or speed. A car manufacturer,
therefore, has to decide which benefits to offer – and how these benefits should be
communicated to the customer
Boston Group Matrix
A means of analysing and categorizing the performance of business units in large
diversified firms by reference to market share and growth rates. It was developed by the
Boston Consultancy Group (BCG)
Brand
A brand is the specific type of the product form. A brand – represented by a brand name,
symbol, design, logo, packaging – is the identity of a particular product form that
customers recognise as being different from others.
Brand building
Developing a brand's image and standing with a view to creating long term benefits for
brand awareness and brand value
Brand equity
Brand equity refers to the value of a brand. Brand equity is based on the extent to which the
brand has high brand loyalty, name awareness, perceived quality and strong product
associations. Brand equity also includes other “intangible” assets such as patents,
trademarks and channel relationships.
Brand extension
Brand extension refers to the use of a successful brand name to launch a new or modified
product in a new market. Virgin is perhaps the best example of how brand extension can be
applied into quite diverse and distinct markets.
Brand image
Brand image refers to the set of beliefs that customers hold about a particular brand. These
are important to develop well since a negative brand image can be very difficult to shake

off.
Brand loyalty
A strongly motivated and long standing decision to purchase a particular product or service
Brand recognition
A customer's awareness that a brand exists and is an alternative to purchase
Breakeven
Breakeven is achieved when total contribution is equal to total fixed costs. Addition
contribution earned after this point becomes profit
Break-even pricing
Setting a price to achieve break-even on the costs of making and marketing a product
(direct costs). Breakeven is achieved when the total contribution from sales priced in this
way at least equal the fixed costs of the business
Build share
A strategy based on the Boston Matrix. Here the company can invest to increase market
share (for example turning a "question mark" into a star)
Business portfolio
The business portfolio is the collection of businesses and products that make up the
business.
Business to business
Marketing activity directed from one business to another (as opposed to a consumer). This
term is often shortened to “B2B”
Buying behaviour
Buying behaviour concerns the process that buyers go through when deciding whether or
not to purchase goods or services. Buying behaviour can be influenced by a variety of
external factors and motivations, including marketing activity.
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10-05-05, 18:17
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Các thuật ngữ bắt đầu bằng ký tự "C"
Cash Cows
A term used in the Boston Group Matrix. Cash cows are low-growth businesses or products
with a relatively high market share. These are mature, successful businesses with relatively
little need for investment. They need to be managed for continued profit - so that they
continue to generate the strong cash flows that the company needs for its Stars.
Channel conflict
Disagreement among members of a distribution channel about who should be paid what
and what roles each should play. Channel conflict often occurs when a business uses a
multi-channel approach to distribution
Cognitive dissonance
Cognitive dissonance is an customer effect commonly observed after a major purchase
whereby the customer feels uncertainty about whether the purchase should have been
made. Post-purchase promotion (particularly advertising) has a role to play to reduce the
incidence and effect of cognitive dissonance
Combination brand
A combination brand name brings together a family brand name and an individual brand
name. The idea here is to provide some association for the product with a strong family
brand name but maintaining some distinctiveness so that customers know what they are
getting
Competitive advantage
A competitive advantage is a clear performance differential over the competition on factors
that are important to customers

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

to pay for it.
Customer loyalty
Feelings or attitudes that incline a customer either to return to a company, shop or outlet to
purchase there again, or else to re-purchase a particular product, service or brand.
Customer need
A need is a basic requirement that an individual wishes to satisfy.
Customer satisfaction
The provision of goods or services which fulfil the customer’s expectations in terms of
quality and service, in relation to price paid
Customer wants
A want is a desire for a specific product or service to satisfy the underlying need.
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10-05-05, 18:23
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Các thuật ngữ bắt đầu bằng ký tự "D"
Decline stage
The last stage of a product's life cycle, during which sales fall rapidly
Demographic segmentation
Demographic segmentation consists of dividing the market into groups based on variables
such as age, gender family size, income, occupation, education, religion, race and
nationality

Depth interview
A lengthy, one-to-one structured interview, examining in detail a consumer's views about a
product
Differentiation
A marketing strategy aimed at ensuring that products and services have a unique element to
allow them to stand out from the rest
Direct mail
The delivery of an advertising or promotional message to customers or potential customers
by mail.
Direct marketing
The planned recording, analysis and tracking of customer behaviour to develop a relational
marketing strategies
Direct response advertising
Direct response advertising is that which incorporates a contact method such as a phone
number, address and enquiry form, web site URL or e-mail address. This is done with the
intention of encouraging the recipient to respond directly to the advertiser by requesting
more information, placing an order etc. The use of this technique on television is
commonly referred to as DRTV advertising
Distribution channel
The network of organisations necessary to distribute goods or services from the
manufacturers to the consumers; the distribution channel therefore potentially consists of
manufacturers, distributors, wholesalers, and retailers.
Distributors
Companies that buy and sell on their own account but tend to deal in the goods of only
certain specified manufacturers.
Divest
A strategy based on the Boston Matrix. Here the company can divest the SBU by phasing it
out or selling it - in order to use the resources elsewhere (e.g. investing in the more
promising "question marks").
Dogs

A term used in the Boston Group Matrix. Unsurprisingly, the term "dogs" refers to
businesses or products that have low relative share in unattractive, low-growth markets.
Dogs may generate enough cash to break-even, but they are rarely, if ever, worth investing
in.
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10-05-05, 18:27
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Các thuật ngữ bắt đầu bằng ký tự "E"
Early adopters
People who choose new products carefully and are often consulted by people from the
remaining adopter categories
Early majority
People who adopt products just prior to the average person
E-commerce
The use of technologies such as the Internet, electronic data exchange and industry
extranets to streamline business transactions
Endorsement
The promotion of some kind of product recommendation or affirmation, usually from a
celebrity, implying to the potential customer that a product is good
Expansionistic pricing
Expansionistic pricing is a more exaggerated form of penetration pricing and involves

setting very low prices aimed at establishing mass markets, possibly at the expense of other
suppliers. Under this strategy, the product enjoys a high price elasticity of demand so that
the adoption of a low price leads to significant increases in sales volumes
Extinction pricing
Extinction pricing has the overall objective of eliminating competition, and involves setting
very low prices in the short term in order to ‘under-cut’ competition, or alternatively repel
potential new entrants.
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10-05-05, 18:30
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Các thuật ngữ bắt đầu bằng ký tự "F"
Family brand name
A family brand name is used for all products. By building customer trust and loyalty to the
family brand name, all products that use the brand can benefit.
Family life cycle
The stages of family life based on demographic data that are useful in defining the markets
for certain goods and services. Each group has its own specific and distinguishable needs
and interests.
Fast-moving consumer goods
Fast-moving consumer goods are those that sell in high volumes, with low unit value, and
have fast consumer repurchase. Good examples include ready meals, baked beans,

newspapers etc.
Focus group
A small group of sample customers who are brought together into a group discussion to
measure their response to a marketing stimulus such as a new brand or product.
Forecasting
The process of estimating future demand by anticipating what buyers are likely to do under
a given set of marketing conditions (e.g. economic confidence, disposal income, pricing
levels).
Franchising
The selling of a licence by the owner (franchisor) to a third party (franchisee) permitting
the sale of a product or service for a specified period. In business format franchising the
agreement will involve a common brand and marketing format. Many service businesses
are operated under franchise include well-known brands such as Burger King, KFC and
KwikPrint.
Full cost pricing
Full cost plus pricing seeks to set a price that takes into account all relevant costs of
production.
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10-05-05, 18:36
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Các thuật ngữ bắt đầu bằng ký tự "G"

Gender segmentation
The segmentation of markets based on the sex of the customer. The cosmetic industry is a
good example of widespread use of gender segmentation
Geographic segmentation
Geographic segmentation divides markets into different geographical units
Going-rate pricing
A pricing strategy that sets price largely based on the prices of competitors
Growth stage
The stage at which a product's sales rise rapidly and profits reach a peak, before levelling
off into maturity.
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10-05-05, 18:40
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Các thuật ngữ bắt đầu bằng ký tự "H"
Harvest
A strategy based on the Boston Matrix. Here the company reduces the amount of
investment in order to maximise the short-term cash flows and profits from the SBU. This
may have the effect of turning Stars into Cash Cows.
Hold
A strategy based on the Boston Matrix. Here the company invests just enough to keep the
SBU in its present position.

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