Giải thích các thuật ngữ thường sử dụng trong Marketing



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Các thuật ngữ bắt đầu bằng ký tự "R"

Random sampling
A sampling method in which all the units in a population have an equal chance of appearing in the sample.

Retailers
Retailers operate outlets that trade directly with household customers.

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  #18  

16-05-05, 21:32



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Các thuật ngữ bắt đầu bằng ký tự "S"

Sales forecast
The sales forecast is the expected level of company sales based on a chosen marketing plan and an assumed marketing environment.

Sales promotion
Sales promotion refers to any activity designed to boost the sales of a product or service. It may include an advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions, setting up competitions with attractive prizes, temporary price reductions, door-to-door calling, telephone-selling, personal letters on other methods.

Sample
A small group of items selected from a larger group to represent the characteristics of the larger group. Samples are often used in marketing research because it is not feasible to interview every member of a particular market; however, conclusions about a market drawn from a sample always contain a sampling error and must be used with caution. The larger the sample, in general, the more accurate will be the conclusions drawn from it.

Secondary research data
Secondary market data is data that has already been obtained, analysed and used for other purposes or for general reference.

Segmentation variables or bases
The dimensions or characteristics of individuals, groups or businesses that are used for dividing a total market into segments.

Selective distribution
Selective distribution involves a producer using a limited number of outlets in a geographical area to sell products

Soft goods
Soft goods are similar to consumer durables, except that they wear out more quickly and therefore have a shorter replacement cycle. Examples include clothes and shoes.

Sponsorship
Supporting an event, activity or organisation by providing money or other resources that is of value to the sponsored event. This is usually in return for advertising space at the event or as part of the publicity for the event.

Stars
A term used in the Boston Group Matrix. Stars are high growth businesses or products competing in markets where they are relatively strong compared with the competition. Often they need heavy investment to sustain their growth. Eventually their growth will slow and, assuming they maintain their relative market share, will become cash cows.

Strapline
A slogan often used in conjunction with a brand name, advertising and other promotional methods (e.g. “Guinness is good for you”).

Strategic business unit (“SBU")
A SBU is a unit of the company that has a separate mission and objectives and that can be planned independently from the other businesses. An SBU can be a company division, a product line or even individual brands - it all depends on how the company is organised.

Stratified sampling
A sampling method in which the population of interest is divided according to a common characteristic or attribute and a probability sampling is then conducted within each group.

Strengths
Strengths are a particular skill, resource or distinctive competence which the business possesses and which will enable it to achieve its stated objectives. Strengths are a source of competitive advantage. As such they should be protected and built upon.

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  #19  

16-05-05, 21:43



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Các thuật ngữ bắt đầu bằng ký tự "T"

Target market
The group of potential customers sharing common needs and characteristics that a business decides to serve.

Telemarketing
Telemarketing (sometimes also referred to as “telesales”) is a method of direct marketing in which the telephone is used to contact potential customers in order to reduce the time spent in making personal visits. Traditionally, products such as double glazing and central heating have been marketed using this technique.

Telephone surveys
Surveys in which respondents' answers to a questionnaire are recorded by interviewers on the phone.

Test marketing
Test marketing occurs when a new product is tested with a sample of customers, or launched in a restricted geographical area, to judge customers' reactions. If the product is unsuccessful, the business will have minimised its costs and can either make changes before the main launch or decide to discontinue the product. Test marketing has a disadvantage in that competitors learn about the new product before its full launch.

Threats
Threats are any aspect of the external environment which cause problems and which may prevent achievement of objectives. Almost by definition, what presents a threat to one business offers an opportunity to other businesses.

Trademark
Legal designation indicating that the owner has exclusive use of a brand.

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29-06-05, 00:34



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