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Marketing Management Glossary Rejstk marketingovho zen

Introductory terms vodn pojmy

Market = The set of all actual and potentialbuyers of a product or service = A group ofpeople or organisations that have similar needsand wants, the desire to satisfy those needs andwants, the means of exchange (money) tosatisfy their needs and wants, and the abilityand authority to make the exchange (purchase)

Trh = skupina lid nebo organizacs podobnmi potebami, kter chtj uspokojitsmnou (penn) a k proveden nkupu maj

potebn schopnosti a autoritu.

Marketing = A social and managerial processwhereby individuals and groups obtain whatthey need and want through creating andexchanging products and value with othersDemarketing = Marketing to reduce demandtemporarily or permanently; the aim is not todestroy demand, but only to reduce or shift itMarketing management = The analysis,

planning, implementation, and control ofprograms designed to create, build, andmaintain beneficial exchanges with target

buyers for the purpose of achievingorganizational objectives

Need = A state of felt deprivation

Want = The form taken by a human need asshaped by culture and individual personalityHierarchy of needs = A system of needs whichincludes physiological needs, the need forsatisfaction, the need for belonging and love,the need for esteem, and the need for self-actualisation

Hierarchie poteb = systmov uspodanpoteby, vetn psychologickch, spokojenosti,sounleitosti a lsky, cty, a seberealizace

product = Anything that can be offered to amarket for attention, acquisition, use, orconsumption that might satisfy a want or need.It includes physical objects, services, persons,

places, organizations, and ideasService = Any activity or benefit that one partycan offer to another that is essentiallyintangible and does not result in the ownershipof anythingCustomer value = The difference between the

values the customer gains fromowning and using a product and thecosts of obtaining the product

Customer satisfaction = The extent to which aproduct's perceived performance matches abuyer's expectations. If the product'sperformance falls short of expectations, the

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buyer is dissatisfied. If performance matchesor exceeds expectations, the buyer is satisfiedor delightedConsumer markets = The most visible markets,which consist of individual customers who buy

products for their own use or for use by othermembers of their households

Spotebn trhy = nejviditelnj trhy, ktersestvaj z jednotlivch spotebitel, kte

kupuj vrobky pro vlastn spotebu nebo prospotebu ostatnmi leny jejich domcnosti

Industrial markets = Markets made up oforganisations which buy in order to producegoodsExchange = The act of obtaining a desiredobject from someone by offering something inreturn = A transaction between two or more

persons, groups, or organisations in whicheach party gives up something of value andreceives something of value

Transaction = A trade between two parties thatinvolves at least two things of value, agreed-upon conditions, a time of agreement, and a

place of agreementRelationship marketing = The process ofcreating, maintaining, and enhancing strong,value-laden relationships with customers andother stakeholdersCompetitive advantage = The part of a firmstotal offering which is superior to that of its

competitors = Something unique or special thata firm does or possesses that provides anadvantage over its competitorsTerms of core marketing concept = needs,wants, demand, value, cost, satisfaction,marketing, marketer, exchange, transaction,relationship

Pojmy konceptu jdra marketingu = poteby,chtn, poptvka, hodnota, nklad,spokojenost, smna, transakce, vztah,market/er/ing

Core benefit = The need that a product fulfilsor the problem it solvesBuyers = Those who carry out the formalarrangements for purchase, service, delivery,

and financial termsDemand = A relation among the variousamounts of a product that buyers would bewilling and able to purchase at possiblealternative prices during a given period oftime, all other remaining the same

Poptvka = vztah mezi rznm mnostvmvrobku, kter by si kupci pli a byli schopnikoupit za mon alternativn ceny v prbhudanho obdob, kdyby se ostatn podmnkynezmnily

Demands = Human wants that are backed bybuying powerCompensatory decision rule = A type ofdecision rule for evaluating alternatives whereconsumers consider each brand with respect tohow it performs on relevant or salientattributes and the importance of each attribute.

Pravidlo rozhodovn o nhrad =vyhodnocovn monost znaek s ohledem navkon nebo npadn vlastnosti a jejichvzjemn vztah. Negativn hodnocen jednvlastnosti vrobk me bt nahrazeno

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This decision rule allows for a negativeevaluation or performance on a particularattribute to be compensated for by a positiveevaluation on another attribute

pozitivnm hodnocenm jin vlastnosti.

Compensatory model = A model which

assumes that consumers judge a limitednumber of product attributes, that the attributesvary in importance to the consumer, and thatstrength in one area compensates for weaknessin another

Nhradov model = Pedpokld, e

spotebitel uvauje s omezenm mnostvmvlastnost vrobku a dleitost tchtovlastnost se pro spotebitele mn a vzjemnnahrazuj sv siln a slab strnky

Non-compensatory model = A model ofinformation processing in which a high ratingfor one attribute does not offset a low ratingfor other

Vyluovac model = pedpokld, e vysokhodnocen jedn vlastnosti neme peklenoutnzk hodnocen jin vlastnosti

Conjunctive decision rule = A type of decisionrule for evaluating alternatives where

consumers establish minimally acceptablelevels of performance for each important

product attribute and accept an alternative onlyif it meets the cut-off level for each attribute

Pravidlo konjunktivnho rozhodovn =hodnocen monost, pi nm spotebitel m

nastaveny minimln rovn pijatelnosti prokadou dleitou vlastnost vrobku a vybr

pouze tu alternativu vrobku (monost), kterpekrauje vechny vyluovac rovnvlastnost

Consumer socialisation process = The processby which an individual acquires the skillsneeded to function in the marketplace as aconsumer

Postup socializace spotebitele = postup,kterm jednotlivec zskv dovednosti provkon funkc spotebitele na trhu

Service market = All organisations that buy in

order to produce servicesVertical markets = The markets on whichproducts are tailored for specific industries

Vertikln trhy = trhy, pro kter se vrobky ijna mru v uspodanm prmyslu

Horizontal markets = Markets on whichproducts are sold to a wide range of industriesUtility = A measure of the satisfactionobtained through the receipt of something ofvalue in an exchangeForm utility = The usefulness attributable tothe form or design of something received

Vytven uitku = zdvodovn uitenostiformy nebo nvrhu ehosi zskanho

Users = Persons within an organisation who

actually put a purchased product to workStakeholders = Those who use companys

products or services, those who work for thefirm, those who own it, and those who areaffected by itTotal market potential = The total possiblesales of the product by all competitorsTotal market demand = The total volume thatwould be brought by a defined consumer groupin a defined geographical area in a definedtime period in a defined marketingenvironment under a defined level and mix ofindustry marketing effort

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Unitary demand = A given percentage changein price results in an identical percentagechange in the quantity demanded

Jednotkov poptvka = kdy dan procentozmny v cen vyvolv stejnou procentickouzmnu poadovanho mnostv

Time utility = The usefulness given whensomething of value is received at the time it is

wanted

Naasovan uitek = uitenost vzniklpijetm ehosi innho v ase, kdy je to

dnoKoncepty zen trhu = charakterizuj obchodnspnost podniku (vroby), vrobku, zbo,

poteb (marketing) a jakost ivota(spoleensk marketing)?

Production concept = The philosophy thatconsumers will favor products that areavailable and highly affordable and thatmanagement should therefore focus onimproving production and distributionefficiency

Product concept = The idea that consumerswill favor products that offer the most quality,

performance, and features and that theorganization should therefore devote its energyto making continuous product improvements.A detailed version of the new-product ideastated in meaningful consumer termsSelling concept = The idea that consumers willnot buy enough of the organization's productsunless the organization undertakes a large-

scale selling and promotion effortMarketing concept = The philosophy thatbusiness organisations achieve their profit andother goals by satisfying consumers = Themarketing management philosophy that holdsthat achieving organizational goals depends ondetermining the needs and wants of targetmarkets and delivering the desired satisfactionsmore effectively and efficiently thancompetitors do

Marketingov koncept = pijet mylenky, efirmy dosahuj zisk a ostatn cleuspokojovnm spotebitel

Social marketing (or cause marketing) = The

design, implementation, and control ofmarketing programs calculated to influence theacceptability of social ideas = The idea that theorganization should determine the needs,wants, and interests of target markets anddeliver the desired satisfactions moreeffectively and efficiently than do competitorsin a way that maintains or improves theconsumer's and society's well being

Koncept spoleenskho marketingu (nebo

marketingu ppadu) = nvrh, zaveden akontrola marketingovch program s clemovlivnit pijatelnost socilnch mylenek

Societal marketing orientation = An approach

that adds a consideration to the marketingconcept: the impact of a firms activities on

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societal well-being, the very quality of lifeSocial marketing = The design,implementation, and control of programsseeking to increase the acceptability of a socialidea, cause, or practice among a target group

Modified re-buy = The buying situation inwhich the buying organisation has somefamiliarity with the product but needs someassistance; it is buying behaviour between astrait re-buy and a new-task purchaseMarketing information system = Thecontinuously interacting structure of people,machines, and procedures that producesinformation pertinent to marketing decisionsMarketing intelligence network = A set of

procedures and sources designed to monitorthe organisations external environments,

particularly the competitive environmentMarketing mix = The set of controllabletactical marketing toolsproduct, price, place,and promotionthat the firm blends to

produce the response it wants in the targetmarket = Marketing programs including

product conception (and development), pricingdecisions, promotion of the product, anddistribution to consumers

Marketingov mix = programy, obsahujcvrobkovou koncepci, oceovn, propagacivrobku a rozvoz k zkaznkm

Marketing control = The process of measuringand evaluating the results of marketingstrategies and plans and taking correctiveaction to ensure that marketing objectives areachived = The process of evaluating ofachieved results against established standards,and of taking corrective action to exploitopportunities or solve problemsPeripheral values = Values that reflect, but arenot as deeply embedded or as fundamental as,central values

Hodnoty na okraji = mn vznamn hodnotyne ty ve stedu zjmu

Personal income = A persons total incomefrom all sourcesMarketing orientation = An approach to

business that focuses primarily on what a firmdoes to satisfy consumers needs

Marketingov orientace = pstup, kter senejvce zamuje na to, jak firma uspokojuje

poteby spotebiteleMarketing and manufacturing company = Aform of subsidiary organisation which handlesall functions of a marketing company but alsomaintains a production facility for themanufacture of the productGames = Promotional methods that require

consumers to take specific actions, such asdetermining whether the card they received

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with the product contains a winning number byrubbing it with the edge of a coin, or collectingseveral cards to produce the winningcombinationCreativity = A quality possessed by persons

that enables them to generate novelapproaches, generally reflected in new andimproved solutions to problems

Tvr schopnost = jakost, kter jednotlivcm

umouje novtorsk pstupy, kter seobvykle objevuj v novch a zlepencheench problm

Marketing Environment and Consumer

Marketing environment = The actors andforces outside marketing that affect marketingmanagement's ability to develop and maintainsuccessful transactions with its targetcustomersMacroenvironment = The larger societal forcesthat affect themicroenvironmentdemographic, economic,natural, technological, political and culturalforcesMicroenvironment = The forces close to the

company that affect its ability toserve customersthe company,suppliers, marketing channel firms,customer markets, competitors, and

publics

Marketing intermediaries = Firms that help thecompany to promote, sell, and distribute itsgoods to final buyers; they include resellers,

physical distribution firms, marketing serviceagencies, and financial intermediariesEconomic environment = Factors that affectconsumer buying power and spending patternsEngel's Laws = Differences noted over acentury ago by Ernst Engel in how people shifttheir spending across food, housing,transportation, health care, and other goods

and services categories as family income risesNatural environment = Natural resources that

are needed as inputs by marketers orthat are affected by marketingactivities

Technological environment = Forces thatcreate new technologies, creating new

product and market opportunitiesPolitical environment = Laws, governmentagencies and pressure groups that influenceand limit various organizations and individualsin a given society

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Cultural environment = Institutions and otherforces that affect society's basic value

perceptions, preferences, and behaviorsConsumer buyer behavior = The buying

behavior of final consumers-individuals and

households who buy goods and services forpersonal consumptionConsumer market = All the individuals andhouse holds who buy or acquire goods andservices for personal consumptionFactors of consumer behaviour = cultural,social, personal, psychological

Faktory chovn spotebitele = kulturn,sociln, osobn a psychologick

Factors of customer behaviour = environment,organisation, interpersonal relations, personalcharacter

Faktory chovn zkaznka = prosted,organizace, mezilidsk vztahy, osobnzvltnosti

Motivation = Persons impulses to take actionand the internal and external forces thatenergise, mobilise, and direct their behaviourtoward goalsPerception = selective attention, distortionrecall = The process of becoming aware of

phenomena, whether internal or external,tangible or intangible = The process by which

people select, organize, and interpret,information to form a meaningful picture ofthe world

Percepce = nepozornost, pomal uen a rychlzapomnn

Stimulus = Anything that elicits or acceleratesa physiological or psychological activity Stimul = vyvolv nebo urychluje filosofickounebo psychologickou innostEnvironmental stimuli = economical,technological, political, cultural

Stimuly prosted = ekonomick,technologick, politick a kulturn

Stimulus-response theory = The theory whichholds that organisms learn first to associate anoriginal stimulus with another, adjacentstimulus and than to respond to that secondconditioned stimulus with the behaviourformerly induced by the original stimulusSpecial incentives = A motivator usually used

for a brief period to strengthen representativesefforts to achieve specific sales goalsFactors supporting purchase = choice of

product, brand, supplier, timing, and sizeStavy ppravy nkupu = volba vrobku,znaky, prodejce, naasovn a velikostinkupu

Buying centre = The collective term for peoplewho participate in purchase decisions

Nkupn stedisko = skupinov nzev promsto, kde se lid astn rozhodovn onkupu

Cues = The minor stimuli that shape peoplesresponses and that support the originalstimulusHigh involvement decisions = Decisions thatgenerally involve a large sum of money, have

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personal relevance, demand a search forinformation, and produce some degree ofanxiety about the correctness of the productchosenLow involvement decisions = Decisions

generally made in an instant with little or noinfluence from social or cultural forcesConsumer behaviour = The acts of individualsthat involve buying and using products,including the decision processes that precedeand determine these acts

Culture = All the things, abilities andbelieve/everything that one generation of asociety transmits to the next

Kultura = Vechny vci, schopnosti a vra,kter jedna generace spolenosti penese nansledujc

Subcultures = Groups that share the values andartifacts of the larger society but also havedistinctive practices, preferences, and beliefsCountercultures = Subcultures whose valuesare in conflict with those of the wider societyOpinion leader = Person within a referencegroup who, because of special skills,knowledge, personality, or othercharacteristics, exerts influence on othersSocial class = A category made up of peoplewho share similar opportunities, economic

positions, lifestyles, attitudes and behaviours

Sociln tda = kategorie, sloen z lid, ktesdl obdobn pleitosti, hospodsk pozice,

ivotn styl, pstupy a chovnGroup = Two or more people, with realtedstatuses and roles, who interact on the basis ofshared expectations about each others

behaviourEthnic group = The social group determined byculturally transmited, learned traitsDemography = The study of the changingcharacteristics of human populations-factorssuch as vital statistics, growth, size, density,and distribution

Personality = A persons distinguishingpsychological characteristics that lead torelatively consistent and lasting responses tohis or her own environmentMotive (drive) = A need that is sufficiently

pressing to direct the person to seeksatisfaction of the needInnovators = The first users of the new productEarly adopters = People who try a new productearly in its life cycle without waiting for itsacceptance by a large number of peopleEarly majority = People who adopt the productonly after it has been accepted somewhat

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widelyLate majority = People who do not adopt aninnovation until it is widespread use and isthoroughly acceptedLaggards = Individuals, households, or

organisations that resists or never adopt thenew productFamily household = A household consisting oftwo or more persons living together who arerelated by marriage or birth

Domcbnost = souit dvou nebo vce osob,spojench satkem nebo narozenm

Family life cycle = Various stages in familylife, each with its own characteristicsFamily orientation = The family into which anindividual is born; the family that dares for andsocialises us as children and gives us our initialclass statusFamily procreation = The new familyestablished by choosing a mate and rearingchildrenIdeal self-concept = A view of ourselves as wewould like to beLifestyles = Preferred patterns of living asexpressed in a persons activities, interests, andopinions, taken as a whole

ivootn styl = Upednostovan vzoryprovn, vyjden souhrnem innost, zjma nzor osoby uvaovan jako celek

Learning = The relatively permanent changesin thought and behaviour that result from

experience = Changes in an individualsbehavior arising from experienceBelief = A descriptive thought that a personholds about somethingAttitude = A persons consistently favorable orunfavorable evaluations, feelings, andtendencies toward an object or ideaComplex buying behavior = Consumer buying

behavior in situations characterized by highconsumer involvement in a purchase andsignificant perceived differences among brands

Dissonance-reducing buying behavior =Consumer buying behavior in situationscharacterized by high involvement but few

perceived differences among brandsHabitual buying behavior = Consumer buying

behavior in situations characterized by lowconsumer involvement and few significant

perceived brand differences.Variety-seeking buying behavior = Consumer

buying behavior in situations characterized bylow consumer involvement but significant

perceived brand differencesNeed recognition = The first stage of the buyer

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decision process in which the consumerrecognizes a problem or needInformation search = The stage of the buyerdecision process in which the consumer isaroused to search for more information; the

consumer may simply have heightenedattention or may go into active informationsearchAlternative evaluation = The stage of the buyerdecision process in which the consumer usesinformation to evaluate alternative brands inthe choice setPurchase decision = The stage of the buyer

decision process in which theconsumer actually buys the product

Postpurchase behavior = The stage of thebuyer decision process in which consumerstake further action after purchase based theirsatisfaction or dissatisfactionCognitive dissonance = Buyer discomfortcaused by postpurchase conflict

New product = A good, service, or idea that isperceived by some potential customers as newAdoption process = The mental processthrough which an individual passes from firsthearing about an innovation to final adoption

Organisational markets = Business market =Markets which include businesses, institutions,and governments that buy products or rawmaterials for their own use or to make other

products that they, in turn, sell = Allorganizations that buy goods and services foruse in the production of other products andservices that are sold, rented, or supplied toothersOrganisational marketing = All marketingefforts directed at buyers for formal

institutions, including industrial, service,reseller, government, and not-for-profit groups

Marketing organizac = Veker marketingovsil zamen na kupce z instituc, vetn

prmyslovch, ze slueb, obchodu, vldnho az neziskovho sektoru

Business buying process = The decision-making process by which business buyersestablish the need for purchased products andservices and identify, evaluate, and chooseamong alternative brands and suppliersDerived demand = Business demand thatultimately comes from (derives from) thedemand for consumer goodsStraight rebuy = A business buying situation inwhich the buyer routinely reorders somethingwithout any modifications

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Modified rebuy = A business buying situationin which the buyer wants to modify productspecifications, prices, terms, or suppliers

New task = A business buying situation inwhich the buyer purchases a product or service

for the first timePackaging = The activities of designing and

producing the container or wrapper for aproductSystems buying = Buying a packaged solutionto a problem from a single sellerUsers = Members of the organization who willuse the product or service; users often initiatethe buying proposal and help define productspecificationsInfluencers = People in an organizations

buying center who affect the buying decision;they often help define specifications and also

provide information for evaluating alternativesDeciders = People in the organizations buyingcenter who have formal or informal power toselect or approve the final suppliersGatekeepers = People in the organizations

buying center who control the flow ofinformation to others

Problem recognition = The first stage of the

business buying process in which someone inthe company recognizes a problem or need thatcan be met by acquiring a good or serviceGeneral need description = The stage of the

business buying process in which the buyingorganization decides on and specifies the besttechnical product characteristics for a neededitemProduct specification = The stage of the

business buying process in which the buyingorganization decides on and specifies the best

technical product characteristics for a neededitemValue analysis = An approach to cost reductionin which components are studied carefully todetermine if they can be redesigned,standardized, or made by less costly methodsof productionSupplier search = The stage of the business

buying process in which the buyer tries to findthe best vendorsProposal solicitation = The stage of the

business buying process in which the buyerinvites qualified suppliers to submit proposals

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Supplier selection = The stage of the businessbuying process in which the buyer reviewsproposals and selects a supplier or suppliersOrder-routine specification = The stage of the

business buying process in which the buyer

writes the final order with the chosensupplier(s), listing technical specifications,quantity needed, expected time of delivery,return policies, and warrantiesPerformance review = The stage of the

business buying process in which the buyerrates its satisfaction with suppliers, decidingwhether to continue, modify or drop themInstitutional market = School, hospitals,nursing homes, prisons and other institutionsthat provide goods and services to people in

their careGovernment market = Government units-federal, state, and local-that purchase or rentgoods and services for carrying out the mainfunctions of governmentOrganisational buying behaviour = Thedecision making process by which a buyinggroup establishes the need for goods andservices and identifies, evaluates and choosesamong alternative brands and suppliers

Customer profile = A written record of anaccount, including information such as type ofbusiness, buying influences, the product mix,buying policies and practices, environmentalinfluences, purchase criteria, and competitoranalysisCustomer types organisation = Theorganisation method which is based oncustomer groups, such as departmentsresponsible for marketing to each segment

Uspodn zkaznickch typ = organizanmetoda, zaloen na takovch skupinchzkaznk jako marketingov oddlens odpovdnost za kad segment

Buy-phase concept = The concept that views

organisational purchasing as a series ofsequential steps proceeding from recognitionof a need through evaluation of the products

performance in satisfying that need

Koncepce kupnch fz = nakupovn

organizacemi je povaovno za na sebenavazujc kroky zanajc rozlienm potebyprostednictvm hodnocen vkonu vrobku pijejm uspokojovn

Merchant wholesalers = Organisations whichtake title to goods, and which carry theresponsibility for risk bearing and usually for

performing various functions

Velkoobchodnci se zbom = Organizace,kter vlastn zbo, a kter nesou odpovdnostza rizika a pro splnn tohoto posln obvyklevykonvaj rzn funkce

Missionary sales people = People who performsuch diverse tasks as building theorganisations image, cultivating relations with

decision makers, giving away free samples,and presenting in-depth information about the

Handl/i = Lid, kte vykovvaj tak odlinkoly jako vytven obrazu o organizaci(zbo), kultivuj vztahu s osobami, kter

rozhoduj, poskytuj vzorky zdarma, apresentuj podrobn informace o vrobku

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productCommercialisation = A process in whichmarketers establish full-scale production, set

prices, lay out a distribution network, andmake final promotion plans to introduce the

product in all its markets

Komercionalizace = Proces, ve ktermmarketei vytvo vrobu ucelen klyvrobk, nastav ceny, rozmst distribun sa vypracuj plny propagace, aby uvedli

vrobek na vechny jeho trhyDistribution forms of goods; shops andchannels = special, shopping, convenience;intensive, exclusive, selective

Distribun formy zbo; obchod a kanl =zvltn, nakupovac, pohodln; intensivn,vlun a selektivn

Marketing Research

Marketing information system = People,equipment, and procedures to gather, sort,analyze. evaluate, and disribute needed, timely,and accurate information to marketing decisionmakersMarketing intelligence = Everyday informationabout developments in the marketingenvironment that helps managers prepare andadjust marketing plansMarketing research = The systematic design,collection, analysis, and reporting of datarelevent to a specific marketing situationfacing an organization= The systematic and objective research for

and analysis of information relevant to theidentification and solution of any problem inthe field of marketingExploratory research = Research that consistsof informal attempts to identify and define

problems

Exploratorn vzkum = vzkum, sestvajcz neformlnch pstup s clem poznat adefinovat problmy

Descriptive research = Marketing research tobetter describe marketing problems, situations,or markets, such as the market potential for a

product or the demographics and attitudes ofconsumers

Causal research = Marketing research to testhypotheses about cause-and-effect relationshipThreshold effect = The concept that very fewcalls on any account tend not to have anyeffect on sales until the level of calls reaches acertain level

Prahov inek = tvrzen, e inek na prodejese projev a po uritm pou telefont na

jedno slo se nazv

Qualitative research = Research which takesthe form of detailed interviews with a smallnumber of consumers or organisational buyers

Kvalitativn vzkum = Vzkum formoupodrobnch interview s malm potemspotebitel nebo zkaznk

Stimulated test marketing = An approach tonew-product testing that does not involve theactual marketing of a new product in test sitesas in the traditional test marketing, but uses

Stimulovan testovac marketing = testovnnovho vrobku, kter zkoum zvltn reakcespotebitele

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special consumer reaction research insteadQuantitative research = Research based on astatistically valid sampling of a terget market

Kvantitativn vzkum = Vzkum, zaloen nastatisticky vznamnm vzorkovn clenhotrhu

Secondary data = Facts previously collected by

others, often for other purposePrimary data = Information collected for thespecific purpose at handObservational research = The gathering of

primary data by observing relevant people,actions, and situationsSingle-source data systems = Electronicmonitoring systems that link consumers'exposure to television advertising and

promotion (measured using television meters)with what they buy in stores (measured usingstore checkout scanners)Survey research = The gathering of primarydata by asking people questions about theirknowledge, attitudes, preferences, and buying

behaviorExperimental research = The gathering of

primary data by seleting matched groups ofsubjects, giving them different treatments,controlling related factors, and checking fordifferences in group responses

Focus group interviewing = Personalinterviewing that involves inviting six to tenpeople to gather for a few hours with a trainedinterviewer to talk about a product, service, ororganizationOnline (Internet) marketing research =Collecting primary data through Internetsurveys and online focus groupsScreening process = The process which siftsout all ideas that are not feasible or desirablefor organisation

Sample = A trial amount of a productQuota sample = A sample selected by givingthe interviewer a quota of certain number ofindividuals with some specific characteristic,such as a quota to interview 50 men and 50women

Kvtn vbr = vzorek vybran podle pesnzadanho potu a struktury dotazovanch osob(kvty)

Simple random sample = The process in whichindividual members of a population wouldhave an equal and known chance of beingselected as part of a sample

Jednoduch nhodn vbr = proces, vekterm jednotliv lenov populace majrovnou a znmou anci na vybrn do vzorku

Systematic random sample = The process inwhich researchers choose every nth (such asevery tenth or fifteenth) number after starting

Systematick nhodn vbr = vbr kadhon-tho, ponajc od nhodn vybranho, prvkuv ad

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with a randomly selected numberStratified random sample = A process thatentails breaking the total population into strata,such as by age groups or income levels, inorder to select samples within strata

Stratifikovan nhodn vbr = rozdlen celpopulace do vrstev a vbr vzorku v rmcinich

Convenience sample = A sample chosen at theconvenience of the researcher, such as the first100 individuals to be found who are membersof a population

Pohodln vbr = Vzorek sestavenvzkumnkem bez upesnn postupu

Judgement sample = A sample chosen simplyby the judgement of the researcher as to whichindividuals would be representative of the

population, and about which no statisticalanalyses would be appropriate

Vbr podle sudku = vzorek sestaven podlesudku a statistick analzy reprezentativnosti

prvk populace vzkumnkem

Single-person household = An individual wholives alone in a separate residenceSurvey method = A research method based ondata gathered by asking respondents to supplyfacts, opinions, or other information

Metoda dotazovn = vzkum, zaloen nadajch zskanch dotazovnm na fakta,nzory nebo dal informace

Questionnaire = A data collection instrumentthat is used for all survey methods

Dotaznk = nstroj ke shromaovn daj,pouiteln pro vechny metody dotazovn?

Structured questions = Those questions thatdemand brief and specific answers

Strukturovan otzky = otzky, kter poadujkrtk a pesn odpovdi

Unstructured question = Questions that allowrespondents a great deal of freedom andcreativity in framing answers

Nestrukturovan otzky = otzky, kter dvajrespondentm velkou mru volnosti akreativity pi formulovn odpovd

Semi-structured question = Questions thatinclude sentence completion items and wordassociation tests

Semi-strukturovan otzky = Otzky, kterobsahuj prvky odpovdi a test na podobnostslov

Statistical demand analysis = Analysis thatdevelops relationship among marketing mixfactors and environmental circumstances andsales

Statistick analza poptvky = Analza vztahmezi faktory marketingovho mixu a dopadyna ivotn prosted a trby

Marketing research department (agency) = Theorganisation within an advertising agencywhich researches consumer attitudes for theclient, performs demographic studies, tests the

effectiveness of advertising copy or packaging,or conducts research for agency itselfSyndicated research services = The scheduledreports which spell out what consumers are

buying and what is happening to a product inthe market placeAffect referral decision rule = A type ofdecision rule where selections are made on the

basis of overall impressions or affectivesummary evaluation of the various alternativesunder consideration

Pravidlo rozhodovn podle dojmu ze vztahuk een = pravidlo rozhodovn vybrajcalternativu podle dojmu nebo ze souhrnuzvaovanch alternativ

Alpha activity = A measure of the degree ofbrain activity that can be used to assess an

Alfa aktivita = Men stupn mozkovaktivity, kter me bt pouita ke stanoven

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individuals reactions to an advertisement reakce jednotlivce na reklamu80/20 rule = The principle that 80 percent ofsales volume for a product or service isgenerated by 20 percent of the customersContribution margin = The difference between

the total revenue generated by a product ofbrand and its total variable costsTheatre tests = An expensive method of

judging the effectiveness of televisioncommercials. Consumers groups are broughtinto theatres, supposedly to see pilots offorthcoming television series. They are askedtheir opinions not only of the pilots but also ofthe impact and effectiveness of commercialsTime series analysis = Analysis that identifiesand measures repetitive influences on sales

patterns over timeValue analysis = A cost-reduction program inwhich customers study each component of asuppliers product to determine whether it can

be redesigned, standardised, or produced morecheaplyVendor analysis = The buying organisationssystematic evaluation and rating of prospectivesuppliersWork load analysis = A method which

establishes standards for the number of salescalls required and the time needed to makethose callsContests = Strategy that requires consumers tocompete for prizes, typically by completingsome type of puzzle or stating why they likethe product in 25 words or lessCross-tabulation = The method of comparingthe responses to one question with theresponses to anotherDelphi technique = The procedure of

environmental forecasting by a group ofexperts who are solicited anonymously andasked to predict the likelihood and time ofoccurrence of significant events

Delfsk technika = Postup pedpovdn zmn

prosted skupinou anonymnch expert, ktepedpovdaj pravdpodobnost a as, kdynastanou vznamn udlosti se nazv

Experimental method = The method based onthe study of the relationship between two ormore variables under controlled conditionsFocus group = A small number of typicalconsumers who discuss their reactions to a

product concept in the presence of a groupleaderForecasting = The prediction of what buyers ina target market are likely to do under a given

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set of conditions, such as the prediction of howmuch of a product will be purchased by a

particular market segment given a particularprice of the productHistorical and quantitative forecasts = A

projection of future sales based on salespatterns and/or mathematical calculationsJudgement forecast = The prediction rely uponthe opinions of informed participants oroutside consultantsAudimeter = An electric measurement devicethat is hooked to a television set to recordwhen the set is turned on and the channel towhich it is tunedBenchmark measures = Measures of a targetaudiences status concerning responsehierarchy variables such as awareness,knowledge, image, attitudes, preferences,intentions, or behaviour. These measures aretaken at the beginning of an advertising or

promotional campaign to determine the degreeto which a target audience must be changed ormoved by a promotional campaignProspecting = A systematic process ofidentifying new buyersIrregular events = (1) Random events such as

acts of God (e.g. earthquakes, fires, floods). (2)Windfall sales contractsConsumer juries = A method of pretestingadvertisements by using a panel of consumerswho are representative of the target audienceand provide ratings, rankings, and/orevaluations of advertisements

Marketing Strategies Marketingov strategie

Strategic planning = The process of developingand maintaining a strategic fit between the

organization's goals and capabilities and itschanging marketing opportunites. It involvesdefining a clear company mission, settingsupporting objectives, designing a sound

business portfolio, and coordinationgfunctional strategiesMission statement = A statement of tehorganization's purposewhat it wants toaccomplish in the larger environmentBusiness portfolio = The collection of businessand products that make up the companyPortfolio analysis = A tool by whichmanagement identifies and evaluates that

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various businesses that make up the companyStrategic Business Unit (SBU) = A unit of thecompany that has a separate mission andobjectives and that can be plannedindependently from other company business.

An SBU can be a company division, a productline within a division, or sometimes a single

product or brandGrowth-share matrix = A portfolio-planningmethod that evaluates a company's strategic

business units in terms of their market growthrate and relative market share. SBU's areclassified as stars, cash cows, question marks,or dogsProduct-market expansion grid = A portfolio-

planning tool for identifying company growth

opportunites through market penetration,market development, product development, ordiversificationMarket penetration = A strategy for companygrowth by increasing sales of current productsto current market segments without changingthe productMarket development = A strategy for companygrowth by identifying and developing newmarket segments for current company products

Product development = A strategy forcompany growth by offering modified or newprodcuts to current market segments.Developing the product concept into a physical

product in order to ensure that the product ideacan be turned into a workable productDiversification = A strategy for companygrowth by starting up or acquiring businessesoutside the company's current products andmarketsMarketing process = The process of (1)

analyzing marketing opportunites, (2) selectingtarget markets, (3) developing the marketingmix, and (4) managing the marketing effortDemand or market levels = population,

potential, available, qualified, served, andpenetrated

Stupn poptvky / trhu = populace, potencildostupn, kvalifikovan, obsluhovan aobsazen

Company strategies = low cost, differentiation,focusing

Firemn strategie = nzkch nklad, odlien,pizpsobovn nabdky

Market strategies = positioning, innovation,life cycle, competition, global reach

Strategie trhu = umsovn (rychlost),inovativnost, ivotn cyklus (udritelnost),konkurenn, globln

Homogenity and heterogenity = extremes ofconsistency influencing pricing, targeting, and

Homogenita a heterogenita = extrmykonzistence, ovlivujc oceovn,

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a size of target segment for product zamovn a velikost clenho segmentu provrobek

Competitive strategies = challenger,competitive position, market leader, follower,nicher

Konkurenn strategie = vyzyvatel,konkurenn pozice, vdce trhu, ten v zvsu,vklenk

Ansoff matrix = penetration, diversificationand development of products and marketsdepending on new or mature markets or

products

Ansoffova matice = Penetrace, vvoj vrobku,vvoj trhu a diversifikace v zvislosti nazralosti vrobk a trh

Portfolio = A collection of businesses ownedand managed by a parent corporationIndividualized portfolio techniques = Portfoliotechniques which develop specific companydefinitions of business strength, and of marketattractiveness, rather than using the simplerdefinitions of the Boston Consulting group forthose factors of market share and marketgrowthStars = A companys big winners business

that hold high relative market sharesin high-growth markets

Strategy = The major objectives of theorganisation and a general plan forachieving these objectives

Strategic management = The management of astrategy; it involves at least four

steps, i.e. analysing, planning,implementing, and control80/20 principle = A law which states that 80

percent of business in a territory comes from20 percent of accounts- and, controversely,that only 20 percent of business comes fromthe other 80 percent of accounts (which is inreality only approximate)Marketing strategy = An overall statement ofan organisations goals in terms of markets(Who are our customers) and products (What

are we selling) = The marketing logic bywhich the business unit hopes to achieve itsmarketing objectivesStrategic business unit = A single businesswith its own unique goal or mission, its own

products or services, its own identifiable groupof customers, its own competitors, its ownresources, and a responsible managerStrategic control = The control of majorstrategy directionsMarket segmentation = (1) The division oflarge, dissimilar populations into smaller, moresimilar groups. (2) The process of subdividing

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large, heterogenous (dissimilar) whole marketsinto smaller, homogenous (similar) parts ofsubmarkets = Dividing a market into distinctgroups of buyers on the basis of needs,characteristics, or behavior who might require

separate products or marketing mixesMarket segment = A group of consumers whorespond in a similar way to a given set ofmarketing effortsSegment marketing = Isolating broad segmentsthat make up a market and adapting themarketing to match the needs of one or moresegments

Niche marketing = Focusing on subsegmentsor niches with distinctive traits that may seek aspecial combination of benefits

Micromarketing = The practice of tailoringproducts and marketing programs to suit thetastes of specific individuals and locationsincludes local marketingand individualmarketing

Local marketing = Tailoring brands andpromotions to the needs and wants of localcustomer groupscities, neighborhoods, andeven specific storesIndividual marketing = Tailoring products and

marketing programs to the needs andpreferences of individual customersalsolabeled one-to-one marketing, customizedmarketing, and markets-of-one marketingSegmentation variables = Factors by whichmarket segments are formed, e.g., geographic,demographic, socio-economic, behavioural,and psychographic variables

Segmentan promnn = Geografie,demografie, psychografie a chovn

Geographic segmentation = Dividing a marketinto different geographical units such asnations, states, regions, counties, cities, or

neighborhoodsDemographics = A catchall term referring to

particular variables describing populations,such as age or sexAge and life-cycle segmentation = Dividing amarket into different age and life-cycle groupGender segmentation = Dividing a market intodifferent groups based on sexIncome segmentation = Dividing a market intodifferent income groupsBehaviouristic segmentation = A method ofsegmenting a market by dividing customersinto groups based on their usage, loyalties, or

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buying responses to a product or servicePsychographics = The system of measurementof life stylesPsychogenic needs = Needs which arise fromlearning and socialisation

Behavioral segmentation = Dividing a marketinto groups based on consumer knowledge,attitude, use, or response to a productBenefit segmentation = A method ofsegmenting markets on the basis of the major

benefits consumers seek in a product or serviceOccasion segmentation = Dividing the marketinto groups according to occasions when

buyers get the idea to buy, actually make theirpurchase, or use the purchased itemIntermarket segmentation = Forming segmentsof consumers who have similar needs and

buying behavior even though they are locatedin different countriesTarget market = A set of buyers sharingcommon needs or characteristics that thecompany decides to serveMarket targeting = The process of evaluatingeach market segment's attractiveness andselecting one or more segments to enterDifferentiated marketing = The strategy of

pursuing several market segments withparticular products and marketing mixesdesigned for the needs of each = A type ofmarketing strategy whereby a firm offers

products or services to a number of marketsegments and develops separate marketingstrategies for eachUndifferentiated marketing = The processopposite of market segmentation; i.e.,marketers define their products as broadly as

possible and promote a product or service to

anyone capable of making a purchaseConcentrated marketing = The strategy offocusing on a single, easily defined, profitablemarket segmentProduct-oriented positioning = The strategythat rests on some attribute inherent in a

products makeup, packaging, use, or priceMarket positioning = Arranging for a productto occupy a clear, distinctive, and desirable

place relative to competing products in theminds of target consumersProduct positioning = The proces by wichmarketers create and image in buyers minds

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and control buyers perceptions of theirproductRepositioning = The conscious effort tochange consumers perceptions of a product may be in order when marketers discover that

a product appeals to other market segmentsConsumer oriented positioning = The strategyaimed at getting the consumer to perceive a

product in some unique, personally relatedmanner, regardless of the productscharacteristicsValue proposition = The full positioning of a

brandthe full mix of benefits upon which itis positioned.Marketing planning = The process throughwhich an organisation designs the offeringsthat will satisfy the needs of its target marketsMarketing research = The systematic andobjective research for and analysis ofinformation relevant to the identification andsolution of any problem in the field ofmarketingMarketing plan = A written document thatcontains the firms marketing strategy andtacticsProduct life cycle = The products stages of

development, which consist of introductory,growth, maturity and decline stageDemand curve = A curve that specifies thequantities demanded at various prices at agiven timeExperience curve = A curve reflecting the factthat the costs of doing something tend todecrease as the organisation gains experiencedoing itFad = A cycle that is different from fashiononly in the length of time, which is relatively

shortFashion + A cycle usually starting with adesigners need to be different, and his or hersense that the new design will be acceptable toat least a segment of the marketLife cycle extension = The process of findingnew uses for the same product by the sameusersMarket modification = turning non-users tousers, entry on new segments, reachingcustomers of competitors, more frequent andheavier use of product

Modifikace trhu = peveden neuivatel nauivatele, vstup na nov segmenty, zsknspotebitel konkurence, astj a silnjuvn,

Product modification = improvement quality, Modifikace vrobku = zlepen jakosti, rys a

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features and style of product styluMix modification = special and volumediscounts, credit accessibility, broadeningassortment, more outlets, channels, advertisingcosts, change of message, media, timing,

rebates, gifts, display, territories, deliveryspeed, and servicing

Modifikace mixu = zvltn a mnostevnslevy, dostupnost vru, ir sortiment, vceobchod, kanl, nklad na reklamu, zmnazprvy, mdi, naasovn, rabat, drk,

vystaven, teritori, rychlosti dodvky, a eobsluhy

Introductory stage = A stage in a products lifein which an innovation is alone in the marketGrowth stage = A stage in a products life inwhich sales and profits grow rapidly,competitors are attracted to the growingmarket, and cash flow can still be negative

because of firms efforts to establish a strongmarket share ahead of competitors. The marketis usually turbulent in this period

Maturity stage = A stage in which sales growthslows, the market becomes saturated, and

profits are high but begin to decline as marketleaders cut prices in order to gain shareDecline stage = A stage in which total demanddecreases, leading to a further dropout ofcompetitors until only a few remainAlternatives of introductory pricing = slow,and rapid penetration, eventually skimming

Alternativy cenotvorby pi zavdn = rychl apomal pronikn a rychl a pomal sbrn

Concept testing = A process involving the

accumulation and evaluation of consumersreactions to a new product idea before theproduct is actually developedMarket share analysis = An evaluation of thefirms performance in comparison to that of itscompetitorsRelative market share = A firms market sharedivided by the market share of its largestcompetitorSecular trends = The raising or falling patternsof sales over a period of years

Seasonal patterns = The consistent salespatterns within a year which are based onfactors such as weather or holidaysGrowth-share matrix = A matrix that explainshow market share, market growth, and cashflows are relatedMarketing implementation = The process thatturns marketing strategies and plans intomarketing actions in order to accomplishstrategic marketing objectivesMarketing audit = A comprehensive,systematic, independent, and periodicexamination of a company's environment,

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objectives, strategies, and activities todetermine problem areas and opportunites andto recommend a plan of action to improve thecompany's marketing performanceBarrier to entry = Conditions that make

difficult for a firm to enter the market in aparticular industry, such as high advertisingbudgets

Price Cena

Price = Both the value that buyers place onwhat is exchanged and the marketersestimates of that valueTarget costing = Pricing that starts with anideal selling price, then targets costs that willensure that the price is metFixed costs = Costs that do not vary with

production or sales levelVariable costs = Costs that vary directly withthe level of productionTotal costs = The sum of the fixed and variablecosts for any given level of productionExperience curve (learning curve) = The dropin the average per-unit production cost thatcomes with accumulated productionexperience

Demand curve = A curve that shows thenumber of units the market will buy in a giventime period at different prices that might bechargedPrice elasticity = A measure of the sensitivityof demand to changes in priceTotal costs approach = An overall examinationof the costs involved in moving finished goodsfrom the end of the production line intocustomers handsBreak-even pricing (target profit pricing) =

Setting price to break even on the costs ofmaking and marketing a product; or setting

price to make a target profitValue-based pricing = Setting price based on

buyers' perceptions of value rather than on theseller's costValue pricing = Offering just the rightcombination of quality and good service at afair priceCompetition-based pricing = Setting prices

based on the prices that competitors charge forsimilar productsEquilibrium (market) price = The price at the

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point where supply equals demandBasic price = The amount marketers estimateconsumers will pay for the core productList price = The amount at which a product is

priced for final buyers, wheather individual

consumers or organisationCross-elasticity of demand = The degree towhich the quantity of one product demandedwill increase or decrease in response tochanges in the prices of another productFunctional accounts = Accounting units whichdivide expenditures according to their purposeFunctional (trade) discounts = Priceconcessions which compensate intermediariesfor providing such services as storage,handling, and sellingFunctional organisation = The organisationmethod which divides the marketing operationinto groups according to their assigned tasksExperience-curve pricing = A strategy thattakes into account the costs of competing firms

based on their experience in producing goodsCompetiton-oriented pricing = A strategywhereby prices are set based on what a firmscompetitors are chargingFlexible pricing = Charging different prices to

different customers usually based onnegotiations and bargaining; it is rare but notunknown in the USA in consumer marketing,

but is more prevalent in organisationalmarketingCustomary pricing = Pricing that matches

buyers expectations about the costs of certainitems; prices reflect custom and tradition, andchanges are infrequentFair trade = The practice through which

producers attempt to control the retail price of

their productsSkimming = A strategy that is characterised bya high initial prices and promotionalexpenditures; the intent is to skim the creamfrom the market before anyone else can serveitDiscretionary income = The amount of

personal income left after paying taxes, andafter paying for necessities such as food,shelter, and clothingDisposable income = The amount of personalincome left after taxesDownward-sloping demand, the law of = The

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law predicting that when the price of a good isrased, less of it is demandedUpward-sloping supply, the law of = The lawstating that when the price of a good is rased(at the same time that all other things are held

constant), more of it will be producedElastic demand = A given percentage changein price results in a greater percentage changein the quantity Elasticity of demand = Thedegree to which the quantity produced and soldwill increase in response to changes in pricedemandedUniform delivered pricing = Freight chargesare added to the base price of the product suchas that all buyers pay the same price regardlessof their location

Price fixing = When competitors, throughformal contracts or collusive actions, jointlyagree upon pricesWarranty = The producers assurance that the

product will meet buyers expectations or thatbuyers will be compensated in some way if theproduct fails to meet expectationsPenetration = Marketers set low initial pricesin an attempt to capture mass marketsPrice lining = A manufacturer or retailer sets a

limited number of prices for selected lines ofproductsProduct line pricing = Setting the price steps

between various products in a product linebased on cost differences between theproducts, customer evaluations of differentfeatures, and competitors' pricesOptional-product pricing = The pricing ofoptional or accessory products along with amain productCaptive-product pricing = Setting a price for

products that must be used along with a mainproduct, such as blades for a razor and film fora cameraBy-product pricing = Setting a price for by-

products in order to make the main product'sprice more competitiveProduct bundle pricing = Combining several

products and offering the bundle at a reducedpriceDiscounts = The reduction from the list priceto be paid by consumers which represents therevenue source for intermediariesCash discounts = Price reductions given to

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buyers who pay for purchases within a statedperiod; they are not cash paymentsQuantity discount = A price reduction to

buyers who buy large volumesCumulative quantity discounts = A discount

that applies to one buyers orders over aspecified time-perhaps 6- or 12- month periodFunctional discount = A price reductionoffered by the seller to trade channel memberswho perform certain functions such as selling,storing, and record keepingSeasonal discounts = Discounts granted toearly or offseason buyers of products that have

peak selling periodsAllowance = Promotional money paid bymanufacturers to retailers in return for anagreement to feature the manufacturer's

products in some waySegmented pricing = Selling a product orservice at two or more prices, where thedifference in prices is not based on differencesin costsPsychological pricing = A pricing approachthat considers the psychology of prices and notsimply the economics; the price is used to saysomething about the product

Reference prices = Prices that buyers carry intheir minds and refer to when they look at agiven productPromotional pricing = Pricing that paves theway for a good old-fashioned sale; prices ofselected items are lowered in an effort toattract customersF.O.B. Pricing = F.O.B. stands for free on

board and is followed by the designationfactory or destination to indicate at what

point the buyer assumes treight costs and title

to the productUniform-delivered pricing = A geographical

pricing strategy in which the company chargesthe same price plus freight to all customers,regardless of their locationZone pricing = A geographical pricing strategyin which the company sets up two or morezones. All customers within a zone pay thesame total price; the more distant the zone, thehigher the priceBasing-point pricing = A geographical pricingstrategy in which the seller designates somecity as a basing point and charges all

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customers the freight cost from that city to thecustomer location, regardless of the city fromwhich the goods are actually shippedFreight-absorption pricing = A geographical

pricing strategy in which the seller absorbs all

or part of the actual freight charges in order toget the desired businessGeografic pricing = Pricing decisions whichaccount for who takes responsibility fortransportation charges-the seller or the buyerPremiums = Gifts to paying customers; theyare generally claimed throughthe mail bysending the marketer a number of proof-of-

purchase lables or box topsPatronage reward = Cash or other award forthe regular use of a certain company's productsor servicesCents-off coupons = Coupons that offer buyersminor price reductions at the point of salePremium price differential = The additionalmoney consumers will pay for the augmented

productPromotional discounts = Discounts forencouraging promotion and sales efforts byintermediariesBonus packs = Special packaging that provides

consumers with extra quantity of merchandiseat no extra charge over the regular pricePrestige pricing = When the sellerinternationally sets prices at levels highenough to connote an image of quality statusMultiple-unit pricing = A form of promotional

pricing where the product is priced for morethan one unit, such as two for one salePredatory pricing = The practice by whichlarge firms set extremely low prices in aneffort to undercut small competitors and drive

them out of businessPrice discrimination = Selling the same

product to different customers for differentpriceNon-cumulative quantity discounts = Priceconcessions based on quantity ordered on eachindividual saleOdd-even pricing = The practice whichassumes that consumers will perceive pricessuch as $9.95 as being $9 and somethingratner than as almost $10.Cost-plus pricing = A strategy that assumes a

basic cost per unit and then adds a markup to

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provide a margin that covers overhead costsand returns a profitCost/volume/profit analysis = An approachwhich calculates the effect on profits ofdifferent prices, given different levels of

demand in response to those pricesPrice-off promotions = A strategy that involvestemporary price reductions to retailers with theintent that savings will be passed along toconsumers

Non-price competition = When firms strategyis advanced by components of the marketingmix other than price: the product itself, thedistribution systm, or the promotionalcampaignPush money = Special bonuses paid by amarketer to an intermediarys sales forceQuantity discounts = Price concessions that are

based either on number of units purchased oron the total dollar amount; they are used toencourage larger orders from a single buyerRebates = A promotional method which

provides for financial returns to buyers fromthe manufacturer after the purchase has taken

placeCash refund offer (rebate) = Offer to refund

part of the purchase price of a product toconsumers who send a "proof of purchase" tothe manufacturerPrice pack (cents-off deal) = Reduced pricethat is marked by the producer directly on thelabel or package

Self-liquidator = The consumer must pay asmall charge for the premium to help cover themarketer' expenses; if this charge completelycovers a marketer' costs, the premium is

called a self-liquidator

Place Msto

Distribution channel = A set of interdependentorganizations involved in the process ofmaking a product or service available for useor consumption by the consumer or businessuserChannel level = A layer of intermediaries that

performs some work in bringing the productand its ownership closer to the final buyerDirect marketing channel = A marketingchannel that has no intermediary levels

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Indirect marketing channel = Channelcontaining one or more intermediary levelsChannel conflict = Disagreement amongmarketing channel members on goals and roles

who should do what and for what rewards

Conventional distribution channel = A channelconsisting of one or more independent

producers, wholesalers, and retailers, each aseparate business seeking to maximize its own

profits even at the expense of profits for thesystem as a wholeVertical marketing system (VMS) = Adistribution channel structure in which

producers, wholesales, and retailers act as aunified system. One channel member owns theothers, has contracts with them, or has so much

power that they all cooperateCorporate VMS = A vertical marketing systemthat combines successive stages of productionand distribution under single ownershipchannel leadership is established throughcommon ownershipAdministered VMS = A vertical marketingsystem that coordinates successive stages of

production and distribution, not throughcommon ownership or contractual ties but

through the size and power of one of thepartiesHorizontal marketing system = A channelarrangement in which two or more companiesat one level join together to follow a newmarketing opportunityHybrid marketing channel = Multichanneldistribution system in which a single firm setsup two or more marketing channels to reachone or more customer segmentsDisintermediation = The elimination of a layer

of intermediaries from a marketing channel orthe displacement of traditional resellers byradically new types of intermediariesIntensive distribution = Stocking the product inas many outlets as possibleExclusive distribution = Giving a limitednumber of dealers the exclusive right todistribute the company's products in theirterritoriesSelective distribution = The use of more thanone, but fewer than all, of the intermediaries

who are willing to carry the company'sproducts

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Intermodal transportation = Combining two ormore modes of transportationIntegrated logistics management = Thelogistics concept that emphasizes teamwork,

both inside the company and among all the

marketing channel organizations, to maximizethe performance of the entire distributionsystemThird-party logistics provider = Anindependent logistics provider that performsany or all of the functions required to get theirclients' product to marketTransit time = The time from receipt of theorder to delivery of the goodsCombined transportation modes = Atransportation method which utilises more thanone type of carrierVertical conflict = The conflict which occurs

between members above and below each otherin the distribution channel-between themanufacturer and intermediaries, or betweenintermediaries such as wholesalers andretailers

Vertikln konflikt = konflikt, kter nastvmezi leny nad a pod sebou na distribuncest mezi vrobcem a prostednky nebo mezi

prostednky typu velkoobchodnk amaloobchodnk

Horizontal conflict = The conflict which arisesbetween wholesalers and retailers of the samelevel and type in a channel

Horizontln konflikt = konflikt, kter vznikmezi velko a maloobchodnky na stejn rovniv distribunm kanlu

Intertype conflict = The conflict which occurswhen different kinds of intermediaries are partof the distribution channel

Konflikt mezi typy = konflikt, kter nastv pisoubnm psoben rznch prostednkv distribunm kanlu

Conflict resolution = Accomodation of variouschannel members to decisions designed to

promote the overall goals of the distributionchannelHorizontal integration = The process which

brings together a number of channel membersat the same level and puts them under singleownership

Place utitility = The usefulness gained whensomething of value is received where it iswantedRetailing = All activities involved in sellinggoods or services directly to final consumersfor their personal, nonbusiness useSpecialty store = A retail store that carries anarrow product line with a deep assortmentwithin that line

Supplies = Items that are not incorporated into

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the buying organisations products;goodsneeded to keep everyday operations goingSupply = A relation showing the variousamounts of a commodity that a seller would bewilling and able to make available for sale at

possible alternative prices during a givenperiod of time, all other things remaining thesameDistribution channels = Channels that aremade up of manufacturers or service producersand wholesalers and retailers through which

products are marketed to consumers andorganisational buyersChannel length = The number of levels in adistribution channelChannel strategy = Decisions which center onchoosing and attracting the most effectivetypes and the most efficient number ofdistributors in the best georgaphical locationsChannel width = The number of intermediariesfound at the same level in the channelDirect channels = The channels in which

producers sell directly to final buyers; nointermediaries are involvedMultiple channles = Cannels which includedifferent kinds of intermediaries at the same

levelVoluntary chains = Wholesaler-sponsoredorganisations of independent retailers who

practice bulk buying and similarmerchandising techniquesProcurment costs = Inventory expenses thatarise from the ordering process itselfSelective demand = A preference among

buyers for specific brandsSelective distribution = A systm in whichonly a certain number of intermediaries, or

those of o certain type, are chosen to distributethe productPosition = A products category and its relativestanding within that categoryCategory development index (CDI) = An indexthat is calculated by taking the percentage of a

product categorys total sales that occur in agiven market area as compared to the

percentage of the total population on themarketCategory management = An organisationalsystm whereby managers have responsibilityfor the marketing programs for a particular

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category or line of productsProduct category organisation = Theorganisation method that assigns marketingtasks by product category or brandSlotting fees = Payments demanded by

retailers before they will accept new productsand find "slots" for them on the shelvesCity zone = A category used for newspapercirculation figures that refers to a market areacomposed of the city where paper is publishedand contiguous areas similar in character to thecityProduct line exclusivity = An agreement that

the agency will not work on acompeting product for the duration ofthe relationship

Polarity retailing = The concept stating that thesuccessful forms of retailing is at theextremes; either the large massmerchandisers whith highly efficientoperations, or the very smallboutique retailers with a very deepline of merchandise in a very limited

product lineMultilevel merchandiser = Those corporate

retail chains which, by dint of size,

have integrated backward and haveachieved strong control over (if notownership of) their wholesalers aswell as their manufacturers

Cease and desist order = An action by the U.S.Federal Trade Commission thatorders a company to stop engaging ina practice that is considered deceptiveor misleading until a hearing is held

Corrective Advertising = An action by FederalTrade Commission whereby an

advertiser can be required to runadvertising messages designed toremedy the deception or misleadingimpression created by its previousadvertising

Reseller markets = Firms that acquire goodsand services in order to sell themagain

Special sales representatives = People whopromote the product directly to those whopurchase it, to intermediaries, or to those who

recommend it, but who do not actually takeorders

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Retailers = Merchants whose main business isselling directly to ultimate consumersWheel of retailing concept = A concept ofretailing that states that new types of retailersusually begin as low-margin, low-price, low-

status operations but later evolve into higher-priced, higher-service operations, eventuallybecoming like the conventional retailers theyreplacedRetailer co-operatives = Centralised buyingorganisations set up by retailers themselvesConvenience stores = Stores featuringconvenience: long store hours (often 24 hourseach day), ease of access, and quick shoppingfor items such as bread, milk, eggs, cigarettes,and newspapers

Off-price retailers = Stores that differ fromother discounters in that they feature, almostexclusively, name-brand and designer labelapparel at prices significantly below those indepartment and specialty storesStrait commission = A financial incentive

based solely on sales results; each increment ofsales increases the commissionScrambled merchandising = The contemporary

practice among retailers of expanding their

product lines beyond those traditionallycarried, leading to competition between typesof retailersSupermarkets = Self-selection stores that sell acomplete range of food and other items fromvarious departmentsSuperstores = Stores that go well beyondcombination stores by carrying such nonfooditems as garden supplies, alcoholic beverages,

books, housewares, and hardwareUrban shopping malls = Collections of shops

and department stores located in or near centralbusiness districtsShopping center = A group of commercialestablishments planned, developed, owned,and managed as a unit related in location, size,and type of shops to the trade area that itservices, and providing on-site parking indefinite relationships to the types and sizes ofstores it containsFull-service retailers = Specialty shops,

boutiques, and top-of-the-line department

storesDepartment stores = Stores characterised by

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wide and deep product mixes; individualdepartments within store; mid- to upper-level

prices; and extensive servicesDiscount houses = Stores that are much likedepartment stores except that their primary

appeal is low priceDiscount store = A retail institution that sellsstandard merchandise at lower prices byaccepting lower margins and selling at highervolumeHypermarch = A very large store (80.000square feet and up) that adds furniture,appliances, and clothing to the items found insuperstoresSpecialty stores = Stores characterised bynarrow product mixes with deep product lines,a high level of personal services, and relativelyhigh pricesCategory killer = Giant specialty store thatcarries a very deep assortment of a particularline and is staffed by knowledgeableemployeesConvenience store = A small store, locatednear a residential area, that is open long hoursseven days a week and carries a limited line ofhigh-turnover convenience goods

Combination store = Store that carry over-the-counter and prescription drugs in addition tofood itemsSelf-selection retailers = Stores that providefew services or sales personnel and sell mostlystaples and homogenous shopping goodsOff-price retailer = Retailer that buys at less-than-regular wholesale prices and sells at lessthan retailIndependent off-price retailer = Off-priceretailer that is either owned and run by

entrepreneurs or is division of larger retailcorporationFactory outlet = Off-price retailing operationthat is owned and operated by a manufacturerand that normally carries the manufacturer'ssurplus, discontinued, or irregular goodsWarehouse club = Off-price retailer that sells alimited selection of brand name grocery items,appliances, clothing, and a hodgepodge ofother goods at deep discounts to members who

pay annual membership feesChain stores = Two or more outlets that areowned and controlled in common, have central

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buying and merchandising, and sell similarlines of merchandiseFranchise = A contractual association betweena manufacturer, wholesaler, or serviceorganization (a franchiser) and independent

businesspeople (franchisees) who buy the rightto own and operate one or more units in thefranchise systemFranchisor = Suppliers of products andmanagement and marketing expertise thatgrant franchisees (dealers) the right to run achain-like retailing establishments in return forfee and royalty arrangementsFranchise organization = A contractual verticalmarketing system in which a channel member,called a franchiser, links several stages in the

production-distribution processIn-home retailing = Selling that usually takesthe form of a small party given by a hostess orhost to allow friends and neighbours toexamine and order a product lineDistrict sales manager = A line executive who

plans, directs, and controls the activities offield salespeopleCentral business districts = Areas where manyretailers are clustered together to tak

advantage of each others trafficWarehouse showrooms = Stores that arelocated on low-rent, suburban sites, and focuson medium-priced furniture and appliancesLimited-service retailers = Some departmentstore chains and limited-line stores thatconcentrate on heterogeneous shopping

productsWholesaling = All activities involved in sellinggoods and services to those buying for resaleor business use

Wholesaler = Organisations which buyproducts from producers or other wholesalersand resell them to retailers or organisational

buyers, or to other wholesalersLimited-service wholesalers = Wholesalerswho perform only selected functionsFull-service wholesalers = Organisationswhich provide almost all the functions ofintermediaries and generally are divided intothree subgroups: general merchandisewholesalers, single-line wholesalers, andspecialty wholesalersGeneral merchandise wholesalers =

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Wholesaler who handle a broad range ofproducts, from food and drug items toplumbing supplies and automotive accessoriesMerchant wholesaler = Independently owned

business that takes title to the merchandise it

handlesSorting out = The process by whichwholesalers and retailers separate quantities of

products into sizes, colours, quality grades, andso onCash-and-carry wholesalers = Wholesalerswho emphasise reduced costs for smallretailers, but do not provide credit or deliverySpecialty wholesalers = Wholesalers who havethe most restricted inventories, focusing onitems such as health foods or electric motorsTruck wholesalers = Wholesalers who pick upquantities of products at commercial marketsand deliver them to retailers in case lotsDrop shippers = Organisations which take bulkorders from industrial users, other wholesalers,or retailers; they then order the desired

products from manufacturers, who shipdirectly to the customers

Non-store retailing = Retailing that may beconducted impersonally (through catalogues,

direct mail, and vending machines) orpersonally (door-to-door selling, in-homeretailing, and telephone sales)Door-to-door selling = A form of directmarketing which involves personal selling toindividuals in their homesDirect marketing = (1) A form of nonstoreretailing in which a promotional message isdelivered directly to potential customers, whorespond directly to the company rather thanthrough a traditional point of sale such as store.

(2) Nonstore sales to consumers andorganisational buyers via mail and telephone.(3) Direct communications with carefullytargeted individual consumers to obtain animmediate response, and cultivate lastingcustomer relationshipsCost per customer purchasing = A costeffectiveness measure used in direct marketing

based on the cost per sale generatedProfessional sales representatives = Territorymanagers whose primary task is persuasive

and creative face-to-face selling and accountmanagement

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Agents (brokers) = Intermediaries who helpbring manufacturers and retailers together andarrange sales for a commission payment; theydo not tak legal title to productsBroker = A wholesaler who does not take title

to goods and whose function is to bring buyersand sellers together and assist in negotiationSelling agents = Agents who distribute theentire output of a manufacturerCommission merchants = Merchants whoreceive goods on consignment from producers,tak the merchandise to a central market, sellat the best price possible, deduct theircommission, and remit the balance to the

producerFreight forwarders = Agencies which provide acombining service by which partial shipments(usually under 500 pounds) are assembledfrom several customersIndustrial sales people = People who sell goodsand services used for producing other goods orfor rendering other servicesManufacturer's sales branches and offices =Wholesaling by sellers or buyers themselvesrather than through independent wholesalersVending machines = A form of non-store, non-

personal selling which takes to the extreme thetransaction between consumer and machineString streets = Major thoroughfares alongwhich are found random collections of almostevery kind of storeSupport personnel = People who aid efforts of

professional sales representatives and ordertakersTying contract = An agreement between asupplier and an intermediary which requiresthe intermediary to buy product B in order to

also get product ACommon carriers = Those transportation

providers which offer their services for the useof others, and are under certain governmentalregulations concerning the provision of suchservicesVertical marketing systems = A system inwhich the functions of members at differentlevels in the distribution channel have beenintegrated under the ownership or influence ofone member in order to set shared goals and toachieve effective performanceBackward integration = The approach by

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which the intermediaries acquire control overmanufacturersForward integration = The approach in whichthe manufacturers acquire control overwholesalers and retailers

Promotion Propagace

Marketing communications mix (promotionmix) = The specific mix of advertising,

personal selling, sales promotion, publicrelations, and direct-marketing tools acompany uses to pursue its advertising andmarketing objectives

Komunikan (propagan) mix = smchnreklamy, osobnho prodeje, podpory prodeje,

publicity a nstroj pmho marketingu, kterfirma pouv k prosazen sv reklamy amarketingovch cl

Advertising = Any paid form of non-personalcommunication, usually delivered throughmass media by an identified sponsorPersonal selling = Personal presentation by thefirm's sales force for the purpose of makingsales and building customer relationshipsPublicity = A form of promotion composed ofnewsworthy messages sent through the mediaon a non-paid basisDirect marketing = Direct communicationswith carefully targeted individual consumers toobtain an immediate response, and cultivatelasting customer relationships

Sales promotion = Short-term incentives toencourage the purchase or sale of a product orserviceIntegrated marketing communications (IMC) =The concept under which a company carefullyintegrates and coordinates its manycommunications channels to deliver a clear,consistent, and compelling message about theorganization and its productsBuyer-readiness stages = The stagesconsumers normally pass through on their way

to purchase, including awareness, knowledge,liking, preference, conviction, and purchasePersonal communication channels = Channelsthrough which two or more peoplecommunicate directly with one another,whether face to face, by telephone, by mail, orvia the InternetWord-of-mouth influence = Personalcommunication about a product between target

buyers and neighbors, friends, familymembers, and associatesProspect = A potential (but not yet) customerInitial approach = The first contact by a

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salesperson with a prospect, usually to arrangea meetingInformal information = The mixture ofunorganised, irregular daily communicationswhich flows to most of us in contemporary

societyPerceptual map = The result of the processwhen marketers ask a representative group of

buyers within a market segment to comparebrands in a certain categoryCommunication = The process of sharingmeaning through the use of symbols = The

passing of information, exchange of ideas, orprocesses of establishing shared meaningbetween a sender and a receiverCommunications flow = The movement ofinformation through the channels ofdistribution; includes the flow of promotionfrom manufacturers through intermediaries toconsumers, and the flow of market informationfrom consumers back through intermediaries tomanufacturers5-Ws model of communication = A model ofthe communications process that contains five

basic elements who? (source), says what?(message), in what way? (channel), to whom?

(receiver), and with what effect? (feedback).Cognitive processing = The process by whichan individual transforms external informationinto meaning or patterns of thought and howthese meanings are used to form judgements orchoices about behavior

Kognitivn zpracovn = proces, ktermjednotlivec transformuje extern informaci dovznamu nebo vzorce mylen, a pozdji dosudku nebo volby chovn

Cognitive dissonance = A state ofpsychological tension or post-purchase doubtthat a consumer may experience after making a

purchase decision. This tension often leads theconsumer to try to reduce it by seeking

supportive information

Kognitivn disonance = Stav psychickhonapt nebo pochyb po nkupu, kter mohou uspotebitele nastat a mohou vyadovat dal

podprnou informaci k jejich omezen

Cognitive responses = Thoughts that occur to amessage recipient while reading, viewing,and/or hearing a communication

Kognitivn odpov = vahy pjemce zprvypi ten, prohlen a nebo naslouchn

Compliance = A type of influence processwhere a receiver accepts the positionadvocated by a source to obtain favorableoutcomes or avoid punishment

Compliance (podsen se) = typ ovlivovachoprocesu, kde pjemce pijm pozicidoporuenou zdrojem, aby obdrelupednostovan vstupy nebo pedeel trestu

Communication objectives = Goals that anorganisation seeks to achieve through its

promotional program in terms of

communication effect such as creatingawareness, knowledge, image, attitudes,

Komunikan cle = komunikan inky,kterch organizace chce doshnout

prostednictvm svho propaganho programu,

napklad povdom, znalosti, povsti, pstupnebo myslu koupit

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preferences, or purchase intentionsAIDA model = A model that depicts thesuccessive stages a buyer passes through in the

personal selling process including: attention,interest, desire, and action

AIDA = fze, ktermi se zkaznk pipravujek nkupu: povdom, znalost, zalben,

preference, dvra, nkup

Classical conditioning = A learning processwhereby a conditioned stimulus that elicits aresponse is paired with a neutral stimulus thatdoes not elicit any particular response.Through repeated exposure, the neutralstimulus becomes to elicit the same responseas the conditioned stimulusConditioned response = In classicalconditioning, a response that occurs as a resultof exposure to a conditioned stimulusConditioned stimulus = In classicalconditioning, a stimulus that becomesassociated with and unconditioned stimulusand capable of evoking the same response orreaction as the unconditioned stimulusCommunication task = Under DAGMARapproach to setting advertising goals andobjectives, something that can be performed byand attributed to advertising such asawareness, comprehension, conviction andaction

DAGMAR = An acronym that stands fordefining advertising goals for measuredadvertising results. An approach to