Giải thích các thuật ngữ thường sử dụng trong Marketing



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Các thuật ngữ bắt đầu bằng ký tự "E"

Early adopters
People who choose new products carefully and are often consulted by people from the remaining adopter categories

Early majority
People who adopt products just prior to the average person

E-commerce
The use of technologies such as the Internet, electronic data exchange and industry extranets to streamline business transactions

Endorsement
The promotion of some kind of product recommendation or affirmation, usually from a celebrity, implying to the potential customer that a product is good

Expansionistic pricing
Expansionistic pricing is a more exaggerated form of penetration pricing and involves setting very low prices aimed at establishing mass markets, possibly at the expense of other suppliers. Under this strategy, the product enjoys a high price elasticity of demand so that the adoption of a low price leads to significant increases in sales volumes

Extinction pricing
Extinction pricing has the overall objective of eliminating competition, and involves setting very low prices in the short term in order to ‘under-cut’ competition, or alternatively repel potential new entrants.






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  #7  

10-05-05, 18:30



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Các thuật ngữ bắt đầu bằng ký tự "F"

Family brand name
A family brand name is used for all products. By building customer trust and loyalty to the family brand name, all products that use the brand can benefit.

Family life cycle
The stages of family life based on demographic data that are useful in defining the markets for certain goods and services. Each group has its own specific and distinguishable needs and interests.

Fast-moving consumer goods
Fast-moving consumer goods are those that sell in high volumes, with low unit value, and have fast consumer repurchase. Good examples include ready meals, baked beans, newspapers etc.

Focus group
A small group of sample customers who are brought together into a group discussion to measure their response to a marketing stimulus such as a new brand or product.

Forecasting
The process of estimating future demand by anticipating what buyers are likely to do under a given set of marketing conditions (e.g. economic confidence, disposal income, pricing levels).

Franchising
The selling of a licence by the owner (franchisor) to a third party (franchisee) permitting the sale of a product or service for a specified period. In business format franchising the agreement will involve a common brand and marketing format. Many service businesses are operated under franchise include well-known brands such as Burger King, KFC and KwikPrint.

Full cost pricing
Full cost plus pricing seeks to set a price that takes into account all relevant costs of production.






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  #8  

10-05-05, 18:36



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Các thuật ngữ bắt đầu bằng ký tự "G"

Gender segmentation
The segmentation of markets based on the sex of the customer. The cosmetic industry is a good example of widespread use of gender segmentation

Geographic segmentation
Geographic segmentation divides markets into different geographical units

Going-rate pricing
A pricing strategy that sets price largely based on the prices of competitors

Growth stage
The stage at which a product's sales rise rapidly and profits reach a peak, before levelling off into maturity.






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10-05-05, 18:40



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