Thẻ ghi nhớ: UNIT 2 MARKETING | Quizlet

advertising hype

a massive interest in a brand or an excessive expectation regarding a future launch, created as the result of a campaign specifically conceived for the purpose. quảng cáo cường điệu

after-sales service

all the help and information that it provides to customers after they have bought a particular product.

brand awareness

how familiar( thân thuôc) people are with a brand

brand image

the ideas and beliefs people have about a brand

brand loyalty

the tendency to always buy a particular brand

brand name

the name given to a particular product by the company that makes it

brand stretching

using an existing name on another type of product

brand-switcher

customers who buy various competing products rather than being loyal to a particular brand

channel of distribution

one of the methods that are used for selling a company's products or services

component

one of several parts of which something is made

constitute

to be the parts that together form something

credit facilities

the possibility of paying for a product over an extended period cung cấp tín dụng

down-market

lower in quality and cheaper in price.

end-user

the person who actually uses a particular product. người dùng cuối

exaggerate

to make something seem larger, more important, better, or worse than it really is. thổi phồng, phóng đại quá mức

hire purchase

a method of paying for something in which the buyer pays part of the cost immediately and then makes small regular payments until the debt is completely paid.

line-filling

the addition of new products to an existing product range to make it more complete - adding further items to the existing product line might be done in order to compete in competitors' niches, or simply to utilize excess production capacity

line-stretching

the addition of a product or service with different features, sizes, prices, etc., to an existing range of products - lengthen a product line by moving either up-market or down-market

market segment

a group of possible customers who are similar in their needs, age, education, etc

market share

the sales of a company expressed as a percentage of total sales in a given market

marketing mix

the set of actions, or tactics, that a company uses to promote its brand or product in the market. - It consists of "the four Ps": providing the customer with the right product at the right price, presented in the most attractive way (promotion) and available in the easiest way (place).

multi-brand strategy

the approach of the company to market several similar and competitive brands of the same company under the guise of different brand names. (to compete in various market segments to fill shelf space in shops, thereby leaving less room for competitors. It also gives them a greater chance of getting some of the custom of brand-switchers) chiến lược đa thương hiệu

niche (market)

a small area of trade within the economy, often involving specialized products. nghách

public relation

the activity of keeping good relationships between an organization and the general public. PR

personal selling

the activity of speaking to people, either directly or on the phone, to try and persuade them to buy something

product endorsement

the use of a well-known person to advertise products làm đại sứ thương hiệu

product launch

the introduction of a product to the market

product lifecycle

the stages in a particular product's existence: introduction, growth or increasing sales, maturity (= slow or no increase in sales), and decline or reduction in sales. - the length of time people continue to buy a product vòng đời

product line

a range of similar products or services that are sold by the same company, with different features and different prices. - Most product line consist of several products, often distinguished by brand names

product mix

the combination of products and services that a company sells

product placement

when products are used in films or TV programmes

product range

the set of products made by a company

profitability

the fact that something produces or is likely to produce a profit, (the extent to which an activity provides financial gain)

promotion

activities to advertise something

publicity

the attention that a person, product, or organization receives from newspapers, television, etc.

retail outlet

a store that sells goods to the public

rival product

a type of product or service that can only be possessed or consumed by a single user, creating competition and demand for it

up-market

of very high quality and intended to be bought by people who are quite rich.

warranty

a promise by a manufacturer to repair defective goods during a certain period.

product

A good product is not just an assembled set of components: it is something customers buy to satisfy a need they feel they have. The design and the image of the product are as important as its specification.

price

The product must be priced so that it competes effectively with rival products in the same market

promotion

The product is presented to customers through advertising (TV commercials, posters, etc), packaging (design, labels, etc), publicity, P.R. and personal selling.

place

Your product must be available to customers through the most cost-effective channels of distribution. A consumer product must be offered to end-users in suitable retail outlets or available on mail order or by hire purchase.

blind testing

a test in which either the people being tested or the person testing them, or both, do not know what is being tested (Selected volunteers are given different objects to examine or samples of food or drink to taste and compare. The identity or brand of the products is kept a secret)

dustbin survey

a kind of survey where a researcher visits households and studies the labels of the products consumed (A researcher regularly visits someone's home and looks at the labels of all the products that a household has bought or used recently)

individual interview

involves a single researcher asking questions of one respondent PV cá nhân

agreement

an arrangement, a promise or a contract made with somebody reach an agreement

compromise

a way of reaching agreement in which each side concedes or gives up something it wants

consensus

the situation in which most or all of the people at a meeting agree about something

digress

to move off the subject and start talking about something else

minutes

a written report distributed to participants after a meeting

punctuality

doing something at the agreed or correct time and not being late