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1 Marketing And Advertising
Универсальный русско-английский словарь > Marketing And Advertising
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2 marketing management
Mktgone of the main management disciplines, encompassing all the strategic planning, operations, activities, and processes involved in achieving organizational objectives by delivering value to customers. Marketing management focuses on satisfying customer requirements by identifying needs and wants, and developing products and services to meet them. In seeking to satisfy customer requirements, marketing goals to build long-term relationships with customers and with other interested parties and to provide value to them. This begins with market research, which analyzes needs and wants in society, and continues with attracting customers and the cultivation of mutually beneficial exchange processes with them. Tools used in this process are diverse and include market segmentation, brand management, PR, logistics, direct response marketing, sales promotion, and advertising. -
3 marketing right
■ Any advertising, promotional, marketing, merchandising, licensing, franchising, sponsorship, hospitality, publishing, and any other rights, other than the media rights, and/or associated commercial opportunities related to or in connection with a competition.■ Gesamtheit der Werbe-, Promotion-, Vermarktungs-, Verkaufs-, Lizenz-, Franchising-, Sponsoring-, Hospitality- und Veröffentlichungsrechte sowie, mit Ausnahme der Medienrechte, alle weiteren Rechte und/oder verwandten kommerziellen Möglichkeiten im Zusammenhang mit einem Wettbewerb. -
4 marketing audit
Mktgan analysis of either the external marketing environment or a company’s internal marketing goals, objectives, operations, and efficiency. An external marketing audit covers issues such as economic, political, infrastructure, technological, and consumer perspectives; market size and structure; and competitors, suppliers, and distributors. An internal marketing audit covers aspects such as the company’s mission statement, goals, and objectives; its structure, corporate culture, systems, operations, and processes; product development and pricing; profitability and efficiency; advertising; and deployment of the sales force. -
5 marketing mix
Mktgthe variety of integrated decisions made by a marketing manager to ensure successful marketing. These decisions are made in four key areas known as the 4 Ps of marketing —product, price, place, and promotion—and cover issues such as the type of product to be marketed, brand name, pricing, advertising, publicity, geographic coverage, retailing, and distribution. -
6 advertising agency
Mktgan organization that, on behalf of clients, drafts and produces advertisements, places advertisements in the media, and plans advertising campaigns. Advertising agencies may also perform other marketing functions, including market research and consultancy. -
7 advertising
Mktgthe promotion of goods, services, or ideas, through paid announcements. Advertising aims to persuade or inform the general public and can be used to induce purchase, increase brand awareness, or enhance product differentiation. An advertisement has two main components: the message and the medium by which it is transmitted. Advertising forms just one part of an organization’s total marketing strategy. -
8 Advertising and Marketing International Network
Abbreviation: AMINУниверсальный русско-английский словарь > Advertising and Marketing International Network
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9 Marketing Advertising And Communication
Business: MACУниверсальный русско-английский словарь > Marketing Advertising And Communication
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10 Marketing Advertising Research And Communications
Business: MARCУниверсальный русско-английский словарь > Marketing Advertising Research And Communications
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11 ambush marketing
■ Any marketing, promotional, advertising and public relations activities relating to sports events, that are intended to capitalise on the goodwill associated with the event but which are undertaken by persons not authorised to do so.■ Gesamtheit der Marketing-, Promotion-, Werbe- und PR-Aktivitäten, die im Zusammenhang mit einem Wettbewerb stehen, von einer nicht dazu ermächtigten Person durchgeführt werden und darauf abzielen, aus dem Wert und Goodwill des Wettbewerbs Kapital zu schlagen. -
12 industrial services marketing
Mktgthe industrial marketing of services. Industrial services marketing may promote services such as maintenance contracts, insurance, training, transportation, office cleaning, and advertising to industry, businesses, and other institutions. Many services offered to industry are also offered to the consumer, but promoting them to consumers requires a variety of strategies derived from consumer services marketing.The ultimate business dictionary > industrial services marketing
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13 direct response advertising
Mktgthe use of direct forms of advertising to elicit inquiries or sales from potential customers directly to producers or service providers. Direct response marketing aims to bypass intermediaries such as retailers or wholesalers. Forms of communication used include direct mail, home shopping channels, and television and press advertisements.The ultimate business dictionary > direct response advertising
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14 Internet marketing
E-commarketing of products or services over the Web. Although similar in many ways to traditional marketing, Internet marketing is best suited to several particular purposes. It is ideal for marketing: products and services that require a lot of information to sell, such as travel and books; products and services that people feel strongly about, such as music and films (much of the success of The Blair Witch Project was credited to fans getting together on the Internet and promoting it through enthusiastic reviews and dialogue); products and services that are bought by the Internet demographic. In terms of advertising, online advertisements do not have the same impact as television or glossy media, as consumers are generally unwilling to download them. However, due to extensive personalization capabilities, Internet marketing has a unique ability to reach niche markets and target just the right consumer with just the right product. Internet marketing is thus best used as an adjunct to a traditional offline marketing strategy. Offline marketing is used to raise consumer awareness and arouse interest; Internet marketing educates and answers questions by having comprehensive information on offer. -
15 direct response marketing
Mktgthe use of direct forms of advertising to elicit inquiries or sales from potential customers directly to producers or service providers. Direct response marketing aims to bypass intermediaries such as retailers or wholesalers. Forms of communication used include direct mail, home shopping channels, and television and press advertisements.The ultimate business dictionary > direct response marketing
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16 viral marketing
Mktgthe rapid spread of a message about a new product or service, in a similar way to the spread of a virus. Viral marketing can be by word of mouth, but it is particularly common on the Internet, where messages can be spread easily and quickly to reach millions of people. Products can become household names in this way with very little advertising expenditure.Viral marketing works well in the following circumstances: when a product is genuinely new and different, and it is something that opinion leaders want to associate with; when the benefits of the product are real; when the product is relevant to a large number of people, and the benefits are easy to communicate.Some viral marketing campaigns use an incentive-based approach, rewarding people if, for example, they inform their friends and a percentage of these friends make a purchase. Because the Internet is perceived as an information resource, it is also useful to publish on a Web site information that users are allowed to quote and redistribute, perhaps by means of an “e-mail-to-a-friend” button. Linking is also an effective viral marketing tool, as is the provision of free products or services. The Hotmail free e-mail service, for example, grew quickly with little marketing investment. -
17 push and pull strategies
Mktgapproaches used as part of a marketing strategy to encourage customers to purchase a product or service. Push and pull strategies are contrasting approaches and tend to target different types of consumers. A pull strategy targets the end consumer, using advertising, sales promotions, and direct response marketing to pull the customer in. This approach is common in consumer markets. A push strategy targets members of the distribution channel, such as wholesalers and retailers, to push the promotion up through the channel to the consumers. This approach is more common in industrial markets. -
18 Sales Advertising And Marketing
Business: SAMУниверсальный русско-английский словарь > Sales Advertising And Marketing
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19 Ways Of Marketing Advertising And Networking
Chemistry: WOMANУниверсальный русско-английский словарь > Ways Of Marketing Advertising And Networking
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20 harvesting strategy
Fina reduction in or cessation of marketing for a product prior to it being withdrawn from sale resulting in an increase in profits on the back of previous marketing and advertising campaigns
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