Từ vựng TACN (C9-12)

value delivery network

A network composed of the company, suppliers, distributors, and ulitmately, customers who partner with each other to improve the performance of the entire system in delivering customer value.

Marketing channel (distribution channel)

A set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user.

Channel level

A layer of intermediaries that performs some work in bringing the product and its ownership closer to the final buyer

Direct marketing channel

a marketing channel that has no intermediary levels

Indirect marketing channel

a marketing channel containing one or more intermediary levels

Wholesaler

firm engaged primarily in wholesaling activities

wholesaling

all the activities involved in selling goods and services to those buying for resale or business use

broker

a wholesaler who does not take title to goods and whose function is to bring buyer and sellers together and assist in negotiation

agent

a wholesaler who represents buyers or sellers on a relatively pernament basis, performs only a few functions, and does not take title to goods

retailer

a business whose sales come primarily from retailing

retailing

all the activities involved in selling goods or services directly to final consumers for their personal, nonbusiness us

marketing channel design

Designing effective marketing channels by analyzing customer needs, setting channel objectives, identifying major channel alternatives, and evaluating those alternatives.

Conventional distribution channel

A channel consisting of one or more independent producers, wholesalers, and retailers, each a separate business seeking to maximize its own profits, perhaps even at the expense of profits for the system as a whole.

Vertical marketing system

A channel structure in which producers, wholesalers, and retailers act as a unified system. One channel member owns the others, has contracts with them, or has so much power that they all cooperate.

Franchise organization

A contractual vertical marketing system in which a channel member, called a franchisor, links several stages in the production-distribution process.

Horizontal marketing system

A channel arrangement in which two or more companies at one level join together to follow a new marketing opportunity

Multichannel distribution system

A distribution system in which a single firm sets up two or more marketing channels to reach one or more customer segments

Omni-channel retailing

Creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping.

Intensive distribution

Stocking the product in as many outlets as possible.

Exclusive distribution

Giving a limited number of dealers the exclusive right to distribute the company’s products in their territories.

Selective distribution

The use of more than one but fewer than all of the intermediaries that are willing to carry the company’s products.

Marketing channel management

Selecting, managing, and motivating individual channel members and evaluating their performance over time.

Channel conflict

Disagreements among marketing channel members on goals, roles, and rewards—who should do what and for what rewards.

Horizontal conflict

Conflict occurs among firms at the same level of the channel.

Vertical conflict

Conflict occurs between different levels of the same marketing channel.

Disintermediation

The cutting out of marketing channel intermediaries by product or service producers or the displacement of traditional resellers by radical new types of intermediaries.

Marketing logistics (physical distribution)

Planning, implementing, and controlling the physical flow of materials, final goods, and related information from points of origin to points of consumption to meet customer requirements at a profit.

Supply chain management

Managing upstream and downstream value-added flows of materials, final goods, and related information among suppliers, the company, resellers, and final consumers.

Multimodal transportation

Combining two or more modes of transportation.

Integrated logistics management

The logistics concept that emphasizes teamwork—both inside the company and among all the marketing channel organizations—to maximize the performance of the entire distribution system.

Third-party logistics (3pL) provider

An independent logistics provider that performs any or all of the functions required to get a client’s product to market

Despatch rider

Someone who works for a courier company delivering small items by motorbike.

Courier service

A business specializing in rapid delivery of small items, usually by van or motorbike.

Above the line

ATL strategies focus at directing the communication towards the mass market. All promotional messages are untargeted, meaning they do not focus on a specific target group

Below the line

BTL activities are more focused and they are directed towards specific groups of customers.

Through the line

TTL advertising involves an integrated approach where both ATL and BTL strategies are combined. The objective here is to get a holistic view of the market and communicate with customers in every way possible.

Informative advertising

Informative advertising is advertising that is carried out in a factual manner. This form of advertising relies solely on the goods or services strengths and features, rather than trying to convince customers to buy a product using emotion.

Persuasive advertising

Persuasive advertising is a method of advertising that attempts to convince a consumer to purchase a product or service by appealing to their needs and desires.

Reminder advertising

Reminder advertising is the process of creating ads that are meant to remind your audience that your product or service is available.

Identified sponsor

Identified sponsor is an individual, company, institution or organisation which takes responsibility for the initiation, management and/or financing of the advertisment.

Advertising message

An advertising message is the general idea that an ad will convey to the target audience.

Message strategy

Message strategy tells us what we should say to our target market.

Message execution

The framework of execution refers to the message approach that will be used to present the advertising appeal or communicate the brand. Within the executional frame an advertising appeal is used to express the message.

Advertising appeals

Advertising appeals are communication strategies that marketing and advertising professionals use to grab attention and persuade people to buy or act.

Slice of life advertising

Slice-of-Life Advertising is an advertising technique in which a real life problem is shown in a dramatic presentation and the product advertised represents the solution to the problem.

Lifestyle

Lifestyle Marketing is a marketing technique that positions the product or service to possess ideals, aspirations, and aesthetics that the target audience identifies with

Fantasy

Fantasy Advertising is a form of advertising that describes a product/service in a manner that so deviates from reality, or real-life portrayal that no reasonable consumer could interpret the advertisement as portraying an actual capability or appropriate use of the vehicle.

Musical advertising

Generally, music ads are commercial tracks integrated into electronic media advertisements for selling a product or business advertisement to the masses.

Testimonial evidence

Testimonial evidence is where a person praises the product or service on the basis of his or her personal experience with it. Testimonial executions can have ordinary satisfied customers discuss their own experiences with the brand and the benefits of using it.

Reach

The number of different persons or households that are exposed to a particular media schedule at least once during a specified time period

Frequency

The number of times within the specified time period that an average person or household is exposed to the message.

Impact

The qualitative value of an exposure through a given medium.

Outdoor advertising

Outdoor advertising, also known as out-of-home advertising, is advertising that reaches consumers when they are outside their homes.

Consumer promotion

Consumer promotions are tactics or techniques designed to help a business find new customers or reward current customers

Trade promotion

Trade Promotions provide incentives for intermediaries to encourage them to sell more.

samples

offter a free amount of a product or service

coupons

certificates offering a stated saving on the purchase of a specific product

cash refunds

a sales promotion tool in which consumers are offered a cash incentive to buy; a small part of the purchase price is refunded when a coupon attached to the product is returned to the manufacturer; also referred to as a Cash-back offer or Cash Rebate

Premiums

in marketing, premiums are promotional items: toys, collectables, souvenirs and household products - that are linked to a product, and often require proofs of purchase such as box tops or tokens to acquire

point of purchase promotion

Sale promotions tool that is intended to draw the customers’ attention to products. These may be new products, a special offer, or may promote special events, such seasonal or holiday-time sales. POP displays can include: shelf edging, window display, banners, etc.

Contest

Contests are promotion tool that capitalizes on the consumer desire for free stuff.

Direct marketing

A system of marketing by which an organization communicates directly with customers to generate a response and/or transaction.

Customer database

A customer database is the collection of information that is gathered from each person. The database may include contact information, like the person’s name, address, phone number, and e-mail address. The database may also include past purchases and future needs.

Direct mail marketing

A strategy is used by marketers to engage prospects and customers offline by sending printed mailers, dimensional packages, perishable items, corporate swag, or other physical items.

Telephone marketing/Telemarketing

Telephone marketing is a form of direct marketing, which means that rather than using some form of mass media to reach consumers, companies contact consumers individually by mail, telephone, voice mail, or email.

Direct-response television marketing

Direct response television (DRTV) marketing refers to any television commercial which prompts viewers to contact the company directly.

Kiosk marketing

A kiosk refers to a small, temporary, stand-alone booth used in hightraffic areas for marketing purposes.

Mobile phone marketing

Mobile marketing is any advertising activity that promotes products and services via mobile devices, such as tablets and smartphones.

Online marketing

Online marketing is the practice of leveraging web-based channels to spread a message about a company’s brand, products, or services to its potential customers.

Personal selling

Personal presentations by the firm’s sales force for the purpose of engaging customers, making sales, and building customer relationships

salesperson

a saleperson are enthsiastic individuals with resilience and they take the time to get to know their customers’ needs, show empathy, and deal in a product in confidence. They also know how to handle rejection, and learn from both their most successful deals and ones lost.

Salesforce management

It is the development of a sales force that includes coordination of sales operations, as well as the training and application of sales methods that result in achieving sales goals and objectives. For the business to make revenue, a sales force management strategy is critical

Territorial sales force structure

Territorial sales force structure refers to a sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company’s full line of products or services to all customers in that territory.

Product sales force structure

Product sales force structure refers to a sales force organization in which salespeople specialize in selling only a portion of the company’s products or lines.

Customer sales force structure

Customer (or market) sales force structure refers to a sales force organization in which salespeople specialize in selling only to certain customers or industries.

Complex sales force structure

Complex sales force structure refers to a structure where a wide variety of products is sold to many types of customers over a broad geographic area. This structure combines other kinds of sales force structures

Selling process

The interaction between a seller and a potential buyer or client. The selling process for all salespeople generally follows seven steps that can lead to increased sales and greater customer satisfaction

Prospect and qualifying

Before planning a sale, the company studies to identify the people or companies who might be interested in its product or service.

Pre-approach

Before making a sales call, email or visit, it is important to research the customer and planning what should be said.

Approach

The sales step in which a salesperson meets the customer for the first time.

Presentation and demonstration

When salespeople are going to present their product or service to the target market; then they should communicate the effectiveness of the product that how it’ll add value in their lives

Handling objections

The sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying.

Closing

The sales step in which a salesperson asks the customer for an order

Follow-up

The sales step in which a salesperson follows up after the sale to ensure customer satisfaction and repeat business

Public relations

Building good relations with the company’svarious publics by obtaining favorable publicity, building up a good corporateimage, and handling or heading off unfavorable rumors, stories, and events.

Publication

Published materials to reach and influence target markets, including annual reports, brochures, articles, printed and on-line newsletters and magazines, and audiovisual materials

Events

A public relations tool that draws the attention of target audience by hosting special gatherings/activities like press conference, customer appreciation events, seminars, etc.

News

A public relations tool that utilizes news articles writing on the company or its products in a favorable way.

Community involvement

Community involvement is meaningful, consistent participation in activities that support and improve upon social wellbeing.

Identity media

Distinctive visual identity of a company, especially used in other public relations tools like events or community involvement.

Lobby

Lobbying is a discipline within public relations where the general intention of the activity is to inform and influence public policy and law.

Sponsorship

A company spends money to support an issue, cause, or event that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image.

Service

any act, performance or experience that one party can offer to another, one that is essentially intangible and does not result in the ownership of anything

Service intangibility

Services cannot be seen, tasted, felt, heard, or smelled before they are bought.

Service inseparability

Services are produced and consumed at the same time and cannot be separated from their providers.

Service variability

The quality of services may vary greatly depending on who provides them and when, where, and how they are provided.

Service perishability

Services cannot be stored for later sale or use

Low contact service

services that require minimal or no direct contact between customers and the service organization.

Medium contact service

services that involve only a limited amount of contact between customers and elements of the service organization

High contact service

services that involve significant interaction among customers, service personnel, and equipment and facilities