marketing terms.doc

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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 similarneeds and wants, the desire to satisfy thoseneeds and wants, the means of exchange(money) to satisfy their needs and wants, andthe ability and authority to make the exchange(purchase)

Trh = skupina lid nebo organi!acs podobn"mi pot#ebami, kter$ cht%& uspoko&itsm%nou (pen%'n) a k proveden nkupu ma&

pot#ebn$ schopnosti a autoritu

Marketing = A social and managerial processwhereby individuals and groups obtain whatthey need and want through creating andexchanging products and value with others*emarketing = 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 achievingorgani!ational ob&ectives

eed = A state of felt deprivation-ant = The form taken by a human need asshaped by culture and individual personality.ierarchy of needs = A system of needswhich includes physiological needs, the needfor satisfaction, the need for belonging andlove, the need for esteem, and the need forself/actualisation

.ierarchie pot#eb = syst$mov% uspo#dan$pot#eby, v0etn% psychologick"ch,spoko&enosti, sounle'itosti a lsky, 1cty, asebereali!ace

product = Anything that can be offered to amarket for attention, ac2uisition, use, orconsumption that might satisfy a want or

need 3t includes physical ob&ects, services,persons, places, organi!ations, and ideas4ervice = Any activity or benefit that one

party can offer to another that is essentiallyintangible and does not result in theownership of anything5ustomer value = The difference between the

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

5ustomer satisfaction = The extent to which aproduct6s perceived performance matches abuyer6s expectations 3f the product6s

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performance falls short of expectations, thebuyer is dissatisfied 3f performance matchesor exceeds expectations, the buyer is satisfiedor delighted5onsumer markets = The most visible

markets, which consist of individualcustomers who buy products for their own useor for use by other members of theirhouseholds

4pot#ebn trhy = ne&viditeln%&8 trhy, kter$

sestva& ! &ednotliv"ch spot#ebitel9, kte#kupu& v"robky pro vlastn spot#ebu nebo prospot#ebu ostatnmi 0leny &e&ich domcnosti

3ndustrial markets = Markets made up oforganisations which buy in order to producegoods:xchange = The act of obtaining a desiredob&ect from someone by offering something inreturn = A transaction between two or more

persons, groups, or organisations in which

each party gives up something of value andreceives something of valueTransaction = A trade between two parties thatinvolves at least two things of value, agreed/upon conditions, a time of agreement, and a

place of agreement;elationship marketing = The process ofcreating, maintaining, and enhancing strong,value/laden relationships with customers andother stakeholders

5ompetitive advantage = The part of a firmer>ing

5ore benefit = The need that a product fulfilsor the problem it solves

?uyers = Those who carry out the formalarrangements for purchase, service, delivery,and financial terms*emand = 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

optvka = v!tah me!i r9!n"m mno'stvmv"robku, kter$ by si kupci p#li a byli schopnikoupit !a mo'n$ alternativn ceny v pr9b%hudan$ho obdob, kdyby se ostatn podmnkyne!m%nily

*emands = .uman wants that are backed bybuying power5ompensatory decision rule = A type ofdecision rule for evaluating alternatives whereconsumers consider each brand with respect

ravidlo ro!hodovn o nhrad% =vyhodnocovn mo'nost !na0ek s ohledem nav"kon nebo npadn$ vlastnosti a &e&ich

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to how it performs on relevant or salientattributes and the importance of eachattribute This decision rule allows for anegative evaluation or performance on a

particular attribute to be compensated for by a

positive evaluation on another attribute

v!&emn" v!tah egativn hodnocen &edn$vlastnosti v"robk9 m9'e b"t nahra!eno

po!itivnm hodnocenm &in$ vlastnosti

5ompensatory model = A model whichassumes that consumers &udge a limitednumber of product attributes, that theattributes vary in importance to the consumer,and that strength in one area compensates forweakness in another

hradov" model = #edpokld, 'espot#ebitel uva'u&e s ome!en"m mno'stvmvlastnost v"robku a d9le'itost t%chtovlastnost se pro spot#ebitele m%n a v!&emn%nahra!u& sv$ siln$ a slab$ strnky

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

ylu0ovac model = p#edpokld, 'e vysok$hodnocen &edn$ vlastnosti nem9'e p#eklenoutn!k$ hodnocen &in$ vlastnosti

5on&unctive decision rule = A type of decisionrule for evaluating alternatives whereconsumers establish minimally acceptablelevels of performance for each important

product attribute and accept an alternativeonly if it meets the cut/off level for eachattribute

ravidlo kon&unktivnho ro!hodovn =hodnocen mo'nost, p#i n%m' spot#ebitel mnastaveny minimln 1rovn% p#i&atelnosti proka'dou d9le'itou vlastnost v"robku a vybr

pou!e tu alternativu v"robku (mo'nost), kterp#ekra0u&e v8echny vylu0ovac 1rovn%vlastnost

5onsumer socialisation process = The processby which an individual ac2uires the skillsneeded to function in the marketplace as a

consumer

ostup sociali!ace spot#ebitele = postup,kter"m &ednotlivec !skv dovednosti prov"kon funkc spot#ebitele na trhu

4ervice market = All organisations that buy inorder to produce servicesertical markets = The markets on which

products are tailored for specific industriesertikln trhy = trhy, pro kter$ se v"robky 8i&na mru v uspo#dan$m pr9myslu

.ori!ontal markets = Markets on whichproducts are sold to a wide range of industriesBtility = A measure of the satisfactionobtained through the receipt of something ofvalue in an exchangeCorm utility = The usefulness attributable to

the form or design of something received

ytv#en u'itku = !d9vodDovn u'ite0nosti

formy nebo nvrhu 0ehosi !skan$hoBsers = ersons within an organisation whoactually put a purchased product to work4takeholders = Those who use company


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environment under a defined level and mix ofindustry marketing effortBnitary demand = A given percentage changein price results in an identical percentagechange in the 2uantity demanded

Fednotkov poptvka = kdy' dan$ procento!m%ny v cen% vyvolv ste&nou procentickou!m%nu po'adovan$ho mno'stv

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

a0asovan" u'itek = u'ite0nost v!niklp#i&etm 0ehosi 10inn$ho v 0ase, kdy &e to'dnoGoncepty #!en trhu = charakteri!u&obchodn 1sp%8nost Hpodniku (v"roby),v"robku, !bo', pot#eb (marketing) a &akost'ivota (spole0ensk" marketing)IJ

roduction concept = The philosophy thatconsumers will favor products that areavailable and highly affordable and thatmanagement should therefore focus onimproving production and distributionefficiencyroduct concept = The idea that consumerswill favor products that offer the most 2uality,

performance, and features and that theorgani!ation should therefore devote itsenergy to making continuous productimprovements A detailed version of the new/

product idea stated in meaningful consumerterms

4elling concept = The idea that consumerswill not buy enough of the organi!ation6sproducts unless the organi!ation undertakes alarge/scale selling and promotion effortMarketing concept = The philosophy that

business organisations achieve their profit andother goals by satisfying consumers = Themarketing management philosophy that holdsthat achieving organi!ational goals dependson determining the needs and wants of targetmarkets and delivering the desired

satisfactions more effectively and efficientlythan competitors do

Marketingov" koncept = p#i&et my8lenky, 'efirmy dosahu& !isk a ostatn cleuspoko&ovnm spot#ebitel9

4ocial marketing (or cause marketing) = Thedesign, implementation, and control ofmarketing programs calculated to influencethe acceptability of social ideas = The ideathat the organi!ation should determine theneeds, wants, and interests of target marketsand deliver the desired satisfactions moreeffectively and efficiently than do competitorsin a way that maintains or improves the

consumer6s and society6s well being

Goncept spole0ensk$ho marketingu (nebomarketingu p#padu) = nvrh, !aveden akontrola marketingov"ch program9 s clemovlivnit p#i&atelnost socilnch my8lenek

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4ocietal marketing orientation = An approachthat adds a consideration to the marketingconceptL the impact of a firm


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manufacture of the productOames = romotional methods that re2uireconsumers to take specific actions, such asdetermining whether the card they receivedwith the product contains a winning number

by rubbing it with the edge of a coin, orcollecting several cards to produce thewinning combination5reativity = A 2uality possessed by personsthat enables them to generate novelapproaches, generally reflected in new andimproved solutions to problems

Tv9r0 schopnost = &akost, kter &ednotlivc9mumo'Du&e novtorsk$ p#stupy, kter$ seobvykle ob&evu& v nov"ch a !lep8en"ch#e8ench probl$m9

Marketing Environment and Consumer

Marketing environment = The actors andforces outside marketing that affect marketingmanagement6s ability to develop and maintainsuccessful transactions with its targetcustomersMacroenvironment = The larger societalforces that affect themicroenvironmentdemographic, economic,natural, technological, political and culturalforcesMicroenvironment = The forces close to the

company that affect its ability to

serve customersthe company,suppliers, marketing channel firms,customer markets, competitors, and

publicsMarketing intermediaries = Cirms that helpthe company to promote, sell, and distributeits goods to final buyers+ they includeresellers, physical distribution firms,marketing service agencies, and financialintermediaries:conomic environment = Cactors that affect

consumer buying power and spendingpatterns:ngel6s Paws = *ifferences noted over acentury ago by :rnst :ngel in how peopleshift their spending across food, housing,transportation, health care, and other goodsand services categories as family income rises

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atural environment = atural resources thatare needed as inputs by marketers orthat are affected by marketingactivities

Technological environment = Corces that

create new technologies, creatingnew product and marketopportunities

olitical environment = Paws, governmentagencies and pressure groups that influenceand limit various organi!ations andindividuals in a given society5ultural environment = 3nstitutions and otherforces that affect society6s basic value

perceptions, preferences, and behaviors5onsumer buyer behavior = The buying

behavior of final consumers/individuals andhouseholds who buy goods and services for

personal consumption5onsumer market = All the individuals andhouse holds who buy or ac2uire goods andservices for personal consumptionCactors of consumer behaviour = cultural,social, personal, psychological

Caktory chovn spot#ebitele = kulturn,sociln, osobn a psychologick$

Cactors of customer behaviour = environment,organisation, interpersonal relations, personal

character

Caktory chovn !ka!nka = prost#ed,organi!ace, me!ilidsk$ v!tahy, osobn

!vl8tnostiMotivation = ersons< impulses to take actionand the internal and external forces thatenergise, mobilise, and direct their behaviourtoward goalserception = selective attention, distortionrecall = The process of becoming aware of

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

people select, organi!e, and interpret,information to form a meaningful picture of

the world

ercepce = nepo!ornost, pomal$ u0en arychl$ !apomnn

4timulus = Anything that elicits or acceleratesa physiological or psychological activity

4timul = vyvolv nebo urychlu&efilosofickou nebo psychologickou 0innost

:nvironmental stimuli = economical,technological, political, cultural

4timuly prost#ed = ekonomick$,technologick$, politick$ a kulturn

4timulus/response theory = The theory whichholds that organisms learn first to associate anoriginal stimulus with another, ad&acentstimulus and than to respond to that secondHconditionedI stimulus with the behaviourformerly induced by the original stimulus4pecial incentives = A motivator usually usedfor a brief period to strengthen

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representatives< efforts to achieve specificsales goalsCactors supporting purchase = choice of

product, brand, supplier, timing, and si!e4tavy p#pravy nkupu = volba v"robku,!na0ky, prode&ce, na0asovn a velikostinkupu

?uying centre = The collective term forpeople who participate in purchase decisions

kupn st#edisko = skupinov" n!ev promsto, kde se lid$ 10astn ro!hodovn onkupu

5ues = The minor stimuli that shape peopleeverything that one generation of asociety transmits to the next

Gultura = 8echny v%ci, schopnosti a vra,

kter$ &edna generace spole0nosti p#enese nansledu&c4ubcultures = Oroups that share the valuesand artifacts of the larger society but alsohave distinctive practices, preferences, and

beliefs5ountercultures = 4ubcultures whose valuesare in conflict with those of the wider societySpinion leader = erson within a referencegroup who, because of special skills,knowledge, personality, or other

characteristics, exerts influence on others4ocial class = A category made up of peoplewho share similar opportunities, economic

positions, lifestyles, attitudes and behaviours

4ociln t#da = kategorie, slo'en ! lid, kte#sdl obdobn$ p#le'itosti, hospod#sk$ po!ice,'ivotn styl, p#stupy a chovn

Oroup = Two or more people, with realtedstatuses and roles, who interact on the basis ofshared expectations about each other


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and distributionersonality = A personUs distinguishing

psychological characteristics that lead torelatively consistent and lasting responses tohis or her own environment

Motive (drive) = A need that is sufficientlypressing to direct the person to seeksatisfaction of the need3nnovators = The first users of the new

product:arly adopters = eople who try a new

product early in its life cycle without waitingfor its acceptance by a large number of people:arly ma&ority = eople who adopt the

product only after it has been acceptedsomewhat widelyPate ma&ority = eople who do not adopt aninnovation until it is widespread use and isthoroughly acceptedPaggards = 3ndividuals, households, ororganisations that resists or never adopt thenew productCamily household = A household consistingof two or more persons living together whoare related by marriage or birth

*omcbnost = sou'it dvou nebo vce osob,spo&en"ch sDatkem nebo naro!enm

Camily life cycle = arious stages in family

life, each with its own characteristicsCamily orientation = The family into which anindividual is born+ the family that dares forand socialises us as children and gives us ourinitial class statusCamily procreation = The new familyestablished by choosing a mate and rearingchildren3deal self/concept = A view of ourselves aswe would like to bePifestyles = referred patterns of living as

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high consumer involvement in a purchase andsignificant perceived differences among

brands*issonance/reducing buying behavior =5onsumer buying behavior in situations

characteri!ed by high involvement but fewperceived differences among brands.abitual buying behavior = 5onsumer buying

behavior in situations characteri!ed by lowconsumer involvement and few significant

perceived brand differencesariety/seeking buying behavior = 5onsumer

buying behavior in situations characteri!ed bylow consumer involvement but significant

perceived brand differenceseed recognition = The first stage of thebuyer decision process in which the consumerrecogni!es a problem or need3nformation search = The stage of the buyerdecision process in which the consumer isaroused to search for more information+ theconsumer may simply have heightenedattention or may go into active informationsearchAlternative evaluation = The stage of the

buyer decision process in which the consumer

uses information to evaluate alternativebrands in the choice seturchase decision = The stage of the buyer

decision process in which theconsumer actually buys the product

ostpurchase behavior = The stage of thebuyer decision process in which consumerstake further action after purchase based theirsatisfaction or dissatisfaction5ognitive dissonance = ?uyer discomfortcaused by postpurchase conflict

ew 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 adoptionSrganisational markets = ?usiness market =Markets which include businesses,institutions, and governments that buy

products or raw materials for their own use orto make other products that they, in turn, sell= All organi!ations that buy goods andservices for use in the production of other

products and services that are sold, rented, or

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supplied to othersSrganisational marketing = All marketingefforts directed at buyers for formalinstitutions, including industrial, service,reseller, government, and not/for/profit

groups

Marketing organi!ac = e8ker$ marketingov$1sil !am%#en$ na kupce ! instituc, v0etn%

pr9myslov"ch, !e slu'eb, obchodu, vldnho a! ne!iskov$ho sektoru

?usiness buying process = The decision/making process by which business buyersestablish the need for purchased products andservices and identify, evaluate, and chooseamong alternative brands and suppliers*erived demand = ?usiness demand thatultimately comes from (derives from) thedemand for consumer goods4traight rebuy = A business buying situationin which the buyer routinely reorderssomething without any modificationsModified rebuy = A business buying situationin which the buyer wants to modify productspecifications, prices, terms, or suppliers

ew task = A business buying situation inwhich the buyer purchases a product orservice for the first timeackaging = The activities of designing and

producing the container or wrapper for aproduct

4ystems buying = ?uying a packaged solutionto a problem from a single sellerBsers = Members of the organi!ation whowill use the product or service+ users ofteninitiate the buying proposal and help define

product specifications3nfluencers = eople in an organi!ationUs

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

provide information for evaluatingalternatives

*eciders = eople in the organi!ationUsbuying center who have formal or informalpower to select or approve the final suppliersOatekeepers = eople in the organi!ationUs

buying center who control the flowof information to others

roblem recognition = The first stage of thebusiness buying process in which someone inthe company recogni!es a problem or needthat can be met by ac2uiring a good or serviceOeneral need description = The stage of the

business buying process in which the buyingorgani!ation decides on and specifies the best

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technical product characteristics for a neededitemroduct specification = The stage of the

business buying process in which the buyingorgani!ation decides on and specifies the best

technical product characteristics for a neededitemalue analysis = An approach to costreduction in which components are studiedcarefully to determine if they can beredesigned, standardi!ed, or made by lesscostly methods of production4upplier search = The stage of the business

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

business buying process in which the buyerinvites 2ualified suppliers to submit proposals4upplier selection = The stage of the business

buying process in which the buyer reviewsproposals and selects a supplier or suppliersSrder/routine specification = The stage of the

business buying process in which the buyerwrites the final order with the chosensupplier(s), listing technical specifications,2uantity needed, expected time of delivery,

return policies, and warrantieserformance review = The stage of thebusiness buying process in which the buyerrates its satisfaction with suppliers, decidingwhether to continue, modify or drop them3nstitutional market = 4chool, hospitals,nursing homes, prisons and other institutionsthat provide goods and services to people intheir careOovernment market = Oovernment units/federal, state, and local/that purchase or rent

goods and services for carrying out the mainfunctions of governmentSrganisational buying behaviour = Thedecision making process by which a buyinggroup establishes the need for goods andservices and identifies, evaluates and choosesamong alternative brands and suppliers5ustomer profile = A written record of anaccount, including information such as type of

business, buying influences, the product mix,buying policies and practices, environmental

influences, purchase criteria, and competitoranalysis

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5ustomer types organisation = Theorganisation method which is based oncustomer groups, such as departmentsresponsible for marketing to each segment

Bspo#dn !ka!nick"ch typ9 = organi!a0nmetoda, !alo'en na takov"ch skupinch!ka!nk9 &ako marketingov$ odd%lens odpov%dnost !a ka'd" segment

?uy/phase concept = The concept that views

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*escriptive research = Marketing research tobetter describe marketing problems,situations, or markets, such as the market

potential for a product or the demographicsand attitudes of consumers

5ausal research = Marketing research to testhypotheses about cause/and/effectrelationshipThreshold effect = The concept that very fewcalls on any account tend not to have anyeffect on sales until the level of calls reaches acertain level

rahov" 10inek = tvr!en, 'e 10inek naprode&e se pro&ev a' po ur0it$m po0utelefont9 na &edno 0slo se na!"v

Zualitative research = ;esearch which takesthe form of detailed interviews with a smallnumber of consumers or organisational buyers

Gvalitativn v"!kum = "!kum formoupodrobn"ch interview s mal"m po0temspot#ebitel9 nebo !ka!nk9

4timulated 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 usesspecial consumer reaction research instead

4timulovan" testovac marketing = testovnnov$ho v"robku, kter$ !koum !vl8tnreakce spot#ebitele

Zuantitative research = ;esearch based on astatistically valid sampling of a terget market

Gvantitativn v"!kum = "!kum, !alo'en" nastatisticky v"!namn$m v!orkovn clen$hotrhu

4econdary data = Cacts previously collectedby others, often for other purposerimary data = 3nformation collected for the

specific purpose at handSbservational research = The gathering ofprimary data by observing relevant people,actions, and situations4ingle/source data systems = :lectronicmonitoring systems that link consumers6exposure to television advertising and

promotion (measured using television meters)with what they buy in stores (measured usingstore checkout scanners)4urvey research = The gathering of primary

data by asking people 2uestions about theirknowledge, attitudes, preferences, and buying

behavior:xperimental research = The gathering of

primary data by seleting matched groups ofsub&ects, giving them different treatments,controlling related factors, and checking fordifferences in group responsesCocus group interviewing = ersonalinterviewing that involves inviting six to ten

people to gather for a few hours with a trainedinterviewer to talk about a product, service, ororgani!ation

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Snline (3nternet) marketing research =5ollecting primary data through 3nternetsurveys and online focus groups4creening process = The process which siftsout all ideas that are not feasible or desirable

for organisation4ample = A trial amount of a productZuota sample = A sample selected by givingthe interviewer a 2uota of certain number ofindividuals with some specific characteristic,such as a 2uota to interview NX men and NXwomen

Gv[tn v"b%r = v!orek vybran" podle p#esn%!adan$ho po0tu a struktury dota!ovan"chosob (kv[ty)

4imple random sample = The process inwhich individual members of a populationwould have an e2ual and known chance of

being selected as part of a sample

Fednoduch" nhodn" v"b%r = proces, vekter$m &ednotliv 0lenov$ populace ma&rovnou a !nmou 8anci na vybrn do v!orku

4ystematic random sample = The process inwhich researchers choose every nth (such asevery tenth or fifteenth) number after startingwith a randomly selected number

4ystematick" nhodn" v"b%r = v"b%r ka'd$hon/t$ho, po0na&c od nhodn% vybran$ho,

prvku v #ad%

4tratified random sample = A process thatentails breaking the total population intostrata, such as by age groups or income levels,in order to select samples within strata

4tratifikovan" nhodn" v"b%r = ro!d%len cel$populace do vrstev a v"b%r v!orku v rmcinich

5onvenience sample = A sample chosen at theconvenience of the researcher, such as the

first 7XX individuals to be found who aremembers of a population

ohodln" v"b%r = !orek sestaven"v"!kumnkem be! up#esn%n postupu

Fudgement sample = A sample chosen simplyby the &udgement of the researcher as towhich individuals would be representative ofthe population, and about which no statisticalanalyses would be appropriate

"b%r podle 1sudku = v!orek sestaven" podle1sudku a statistick$ anal"!y repre!entativnosti

prvk9 populace v"!kumnkem

4ingle/person household = An individual wholives alone in a separate residence4urvey method = A research method based ondata gathered by asking respondents to supply

facts, opinions, or other information

Metoda dota!ovn = v"!kum, !alo'en" na1da&ch !skan"ch dota!ovnm na fakta,

n!ory nebo dal8 informaceZuestionnaire = A data collection instrumentthat is used for all survey methods

*ota!nk = nstro& ke shroma'\ovn 1da&9,pou'iteln" pro v8echny metody dota!ovnJ

4tructured 2uestions = Those 2uestions thatdemand brief and specific answers

4trukturovan$ ot!ky = ot!ky, kter$ po'adu&krtk$ a p#esn$ odpov%di

Bnstructured 2uestion = Zuestions that allowrespondents a great deal of freedom andcreativity in framing answers

estrukturovan$ ot!ky = ot!ky, kter$ dva&respondent9m velkou mru volnosti akreativity p#i formulovn odpov%d

4emi/structured 2uestion = Zuestions thatinclude sentence completion items and wordassociation tests

4emi/strukturovan$ ot!ky = St!ky, kter$obsahu& prvky odpov%di a test na podobnostslov

4tatistical demand analysis = Analysis thatdevelops relationship among marketing mix

4tatistick anal"!a poptvky = Anal"!av!tah9 me!i faktory marketingov$ho mixu a

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factors and environmental circumstances andsales

dopady na 'ivotn prost#ed a tr'by

Marketing research department (agency) =The organisation within an advertising agencywhich researches consumer attitudes for the

client, performs demographic studies, tests theeffectiveness of advertising copy or

packaging, or conducts research for agencyitself4yndicated 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 onthe basis of overall impressions or affective

summary evaluation of the variousalternatives under consideration

ravidlo ro!hodovn podle do&mu !e v!tahuk #e8en = pravidlo ro!hodovn vybra&calternativu podle do&mu nebo !e souhrnu

!va'ovan"ch alternativ

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

Alfa aktivita = M%#en stupn% mo!kov$aktivity, kter m9'e b"t pou'ita ke stanovenreakce &ednotlivce na reklamu

X>@X rule = The principle that X percent ofsales volume for a product or service isgenerated by @X percent of the customers5ontribution margin = The difference

between the total revenue generated by a

product of brand and its total variable costsTheatre tests = An expensive method of&udging the effectiveness of televisioncommercials 5onsumers 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 time

alue analysis = A cost/reduction program inwhich customers study each component of asupplierUs product to determine whether it can

be redesigned, standardised, or producedmore cheaplyendor analysis = The buying organisationUssystematic evaluation and rating of

prospective suppliers-ork load analysis = A method whichestablishes standards for the number of salescalls re2uired and the time needed to make

those calls5ontests = 4trategy that re2uires consumers

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to compete for pri!es, typically by completingsome type of pu!!le or stating why they likethe product Iin @N words or less]5ross/tabulation = The method of comparingthe responses to one 2uestion with the

responses to another*elphi techni2ue = The procedure ofenvironmental forecasting by a group ofexperts who are solicited anonymously andasked to predict the likelihood and time ofoccurrence of significant events

*elfsk technika = ostup p#edpovdn !m%nprost#ed skupinou anonymnch expert9, kte#p#edpovda& pravd%podobnost a 0as, kdynastanou v"!namn$ udlosti se na!"v

:xperimental method = The method based onthe study of the relationship between two ormore variables under controlled conditionsCocus group = A small number of or mathematical calculationsFudgement forecast = The prediction relyupon the 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 tuned?enchmark measures = Measures of a targetaudienceUs 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 thedegree to which a target audience must bechanged or moved by a promotional campaignrospecting = A systematic process ofidentifying new buyers3rregular events = (7) ;andom events such asacts of Ood (eg earth2uakes, fires, floods)(@) -indfall sales contracts

5onsumer &uries = A method of pretestingadvertisements by using a panel of consumers

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who are representative of the target audienceand provide ratings, rankings, and>orevaluations of advertisements

Marketing Strategies Marketingov strategie

4trategic planning = The process ofdeveloping and maintaining a strategic fit

between the organi!ation6s goals andcapabilities and its changing marketingopportunites 3t involves defining a clearcompany mission, setting supportingob&ectives, designing a sound business

portfolio, and coordinationg functionalstrategiesMission statement = A statement of tehorgani!ation6s purposewhat it wants toaccomplish in the larger environment?usiness portfolio = The collection of

business and products that make up thecompanyortfolio analysis = A tool by whichmanagement identifies and evaluates thatvarious businesses that make up the company4trategic ?usiness Bnit (4?B) = A unit of thecompany that has a separate mission andob&ectives and that can be planned

independently from other company businessAn 4?B can be a company division, a productline within a division, or sometimes a single

product or brandOrowth/share matrix = A portfolio/planningmethod that evaluates a company6s strategic

business units in terms of their market growthrate and relative market share 4?B6s areclassified as stars, cash cows, 2uestion marks,or dogsroduct/market expansion grid = A portfolio/

planning tool for identifying company growthopportunites 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 forcompany growth by identifying anddeveloping new market segments for currentcompany productsroduct development = A strategy for

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company growth by offering modified or newprodcuts to current market segments*eveloping the product concept into a

physical product in order to ensure that theproduct idea can be turned into a workable

product*iversification = A strategy for companygrowth by starting up or ac2uiring businessesoutside the company6s current products andmarketsMarketing process = The process of (7)analy!ing marketing opportunites, (@)selecting target markets, (E) developing themarketing mix, and (K) managing themarketing effort*emand or market levels = population,

potential, available, 2ualified, served, andpenetrated

4tupn% poptvky > trhu = populace, potencil

dostupn", kvalifikovan", obsluhovan" aobsa!en"

5ompany strategies = low cost,differentiation, focusing

Ciremn strategie = n!k"ch nklad9, odli8en,p#i!p9sobovn nabdky

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

4trategie trhu = umsYovn (rychlost),inovativnost, 'ivotn cyklus (udr'itelnost),konkuren0n, globln

.omogenity and heterogenity = extremes ofconsistency influencing pricing, targeting, anda si!e of target segment for product

.omogenita a heterogenita = extr$mykon!istence, ovlivDu&c oceDovn,!am%#ovn a velikost clen$ho segmentu pro

v"robek5ompetitive strategies = challenger,competitive position, market leader, follower,nicher

Gonkuren0n strategie = vy!yvatel,konkuren0n po!ice, v9dce trhu, ten v !v%su,v"klenk#

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

products

Ansoffova matice = enetrace, v"vo&v"robku, v"vo& trhu a diversifikacev !vislosti na !ralosti v"robk9 a trh9

ortfolio = A collection of businesses ownedand managed by a parent corporation3ndividuali!ed portfolio techni2ues =

ortfolio techni2ues which develop specificcompany definitions of business strength, andof market attractiveness, rather than using thesimpler definitions of the ?oston 5onsultinggroup for those factors of market share andmarket growth

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products and marketing programs to suit thetastes of specific individuals and locationsincludes local marketingand individualmarketing

Pocal marketing = Tailoring brands and

promotions to the needs and wants of localcustomer groupscities, neighborhoods, andeven specific stores3ndividual marketing = Tailoring products andmarketing programs to the needs and

preferences of individual customersalsolabeled one/to/one marketing, customi!edmarketing, and markets/of/one marketing4egmentation variables = Cactors by whichmarket segments are formed, eg, geographic,demographic, socio/economic, behavioural,

and psychographic variables

4egmenta0n prom%nn$ = Oeografie,demografie, psychografie a chovn

Oeographic segmentation = *ividing a marketinto different geographical units such asnations, states, regions, counties, cities, orneighborhoods*emographics = A catchall term referring to

particular variables describing populations,such as age or sexAge and life/cycle segmentation = *ividing amarket into different age and life/cycle group

Oender segmentation = *ividing a marketinto different groups based on sex3ncome segmentation = *ividing a marketinto different income groups?ehaviouristic segmentation = A method ofsegmenting a market by dividing customersinto groups based on their usage, loyalties, or

buying responses to a product or servicesychographics = The system of measurementof life stylessychogenic needs = eeds which arise from

learning and socialisation?ehavioral segmentation = *ividing a marketinto groups based on consumer knowledge,attitude, use, or response to a product?enefit segmentation = A method ofsegmenting markets on the basis of the ma&or

benefits consumers seek in a product orserviceSccasion segmentation = *ividing the marketinto groups according to occasions when

buyers get the idea to buy, actually make theirpurchase, or use the purchased item3ntermarket segmentation = Corming

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segments of consumers who have similarneeds and buying behavior even though theyare located in different countriesTarget market = A set of buyers sharingcommon needs or characteristics that the

company decides to serveMarket targeting = The process of evaluatingeach market segment6s attractiveness andselecting one or more segments to enter*ifferentiated 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 marketing

strategies for eachBndifferentiated marketing = The processopposite of market segmentation+ ie,marketers define their products as broadly as

possible and promote a product or service toanyone capable of making a purchase5oncentrated marketing = The strategy offocusing on a single, easily defined, profitablemarket segmentroduct/oriented positioning = The strategy

that rests on some attribute inherent in aproductUs 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 consumersroduct positioning = The proces by wichmarketers create and image in buyersU mindsand control buyersU perceptions of their

product;epositioning = The conscious effort to

change consumersU perceptions of a product _may be in order when marketers discover thata product appeals to other market segments5onsumer oriented positioning = The strategyaimed at getting the consumer to perceive a

product in some uni2ue, personally relatedmanner, regardless of the productUscharacteristicsalue proposition = The full positioning of a

brandthe full mix of benefits upon which itis positioned

Marketing planning = The process throughwhich an organisation designs the offerings

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that will satisfy the needs of its target marketsMarketing research = The systematic andob&ective research for and analysis ofinformation relevant to the identification andsolution of any problem in the field of

marketingMarketing plan = A written document thatcontains the firmUs marketing strategy andtacticsroduct life cycle = The product


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market is usually turbulent in this periodMaturity stage = A stage in which salesgrowth slows, the market becomes saturated,and profits are high but begin to decline asmarket leaders cut prices in order to gain

share*ecline 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 p#i !avd%n = rychl$a pomal$ pronikn a rychl$ a pomal$ sbrn

5oncept testing = A process involving theaccumulation and evaluation of consumersvolume>profit analysis = An approachwhich calculates the effect on profits ofdifferent prices, given different levels ofdemand in response to those pricesrice/off promotions = A strategy thatinvolves temporary price reductions toretailers with the intent that savings will be

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passed along to consumerson/price competition = -hen firmUs strategyis advanced by components of the marketingmix other than priceL the product itself, thedistribution syst$m, or the promotional

campaignush money = 4pecial bonuses paid by amarketer to an intermediaryUs sales forceZuantity discounts = rice concessions thatare based either on number of units purchasedor on the total dollar amount+ they are used toencourage larger orders from a single buyer;ebates = A promotional method which

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

place5ash refund offer (rebate) = Sffer to refund

part of the purchase price of a product toconsumers who send a proof of purchase tothe manufacturerrice pack (cents/off deal) = ;educed pricethat is marked by the producer directly on thelabel or package

4elf/li2uidator = The consumer must pay asmall charge for the premium to help cover

the marketer6U expenses+ if this chargecompletely covers a marketer6U costs, thepremium is called a self/li2uidator

Place Msto

*istribution channel = A set of interdependentorgani!ations involved in the process ofmaking a product or service available for useor consumption by the consumer or businessuser5hannel level = A layer of intermediaries that

performs some work in bringing the productand its ownership closer to the final buyer*irect marketing channel = A marketingchannel that has no intermediary levels3ndirect marketing channel = 5hannelcontaining one or more intermediary levels5hannel conflict = *isagreement amongmarketing channel members on goals androleswho should do what and for whatrewards5onventional distribution channel = Achannel consisting of one or moreindependent producers, wholesalers, and

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retailers, each a separate business seeking tomaximi!e its own profits even at the expenseof profits for the system as a wholeertical marketing system (M4) = Adistribution channel structure in which

producers, wholesales, and retailers act as aunified system Sne channel member ownsthe others, has contracts with them, or has somuch power that they all cooperate5orporate M4 = A vertical marketingsystem that combines successive stages of

production and distribution under singleownershipchannel leadership is establishedthrough common ownershipAdministered M4 = A vertical marketingsystem that coordinates successive stages of

production and distribution, not throughcommon ownership or contractual ties butthrough the si!e and power of one of the

parties.ori!ontal marketing system = A channelarrangement in which two or more companiesat one level &oin together to follow a newmarketing opportunity.ybrid marketing channel = Multichanneldistribution system in which a single firm sets

up two or more marketing channels to reachone or more customer segments*isintermediation = The elimination of alayer of intermediaries from a marketingchannel or the displacement of traditionalresellers by radically new types ofintermediaries3ntensive distribution = 4tocking the productin as many outlets as possible:xclusive distribution = Oiving a limitednumber of dealers the exclusive right to

distribute the company6s products in theirterritories4elective distribution = The use of more thanone, but fewer than all, of the intermediarieswho are willing to carry the company6s

products3ntermodal transportation = 5ombining two ormore modes of transportation3ntegrated logistics management = Thelogistics concept that emphasi!es teamwork,

both inside the company and among all the

marketing channel organi!ations, to maximi!ethe performance of the entire distribution

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systemThird/party logistics provider = Anindependent logistics provider that performsany or all of the functions re2uired to get theirclients6 product to market

Transit time = The time from receipt of theorder to delivery of the goods5ombined transportation modes = Atransportation method which utilises morethan one type of carrierertical conflict = The conflict which occurs

between members above and below eachother in the distribution channel/between themanufacturer and intermediaries, or betweenintermediaries such as wholesalers andretailers

ertikln konflikt = konflikt, kter" nastvme!i 0leny nad a pod sebou na distribu0ncest% me!i v"robcem a prost#ednky nebome!i prost#ednky typu velkoobchodnk9 amaloobchodnk9

.ori!ontal conflict = The conflict whicharises between wholesalers and retailers of thesame level and type in a channel

.ori!ontln konflikt = konflikt, kter" v!nikme!i velko a maloobchodnky na ste&n$1rovni v distribu0nm kanlu

3ntertype conflict = The conflict which occurswhen different kinds of intermediaries are partof the distribution channel

Gonflikt me!i typy = konflikt, kter" nastvp#i soub%'n$m p9soben r9!n"ch prost#ednk9v distribu0nm kanlu

5onflict resolution = Accomodation ofvarious channel members to decisionsdesigned to promote the overall goals of thedistribution channel

.ori!ontal integration = The process whichbrings together a number of channel membersat the same level and puts them under singleownership

lace utitility = The usefulness gained whensomething of value is received where it iswanted;etailing = All activities involved in sellinggoods or services directly to final consumers

for their personal, nonbusiness use4pecialty store = A retail store that carries anarrow product line with a deep assortmentwithin that line

4upplies = 3tems that are not incorporated intothe buying organisationUs products+goodsneeded to keep everyday operations going4upply = A relation showing the variousamounts of a commodity that a seller would

be willing and able to make available for saleat possible alternative prices during a given

period of time, all other things remaining the

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same*istribution channels = 5hannels that aremade up of manufacturers or service

producers and wholesalers and retailersthrough which products are marketed to

consumers and organisational buyers5hannel length = The number of levels in adistribution channel5hannel strategy = *ecisions which center onchoosing and attracting the most effectivetypes and the most efficient number ofdistributors in the best georgaphical locations5hannel width = The number ofintermediaries found at the same level in thechannel*irect channels = The channels in which

producers sell directly to final buyers+ nointermediaries are involvedMultiple channles = 5annels which includedifferent kinds of intermediaries at the sameleveloluntary chains = -holesaler/sponsoredorganisations of independent retailers who

practice bulk buying and similarmerchandising techni2uesrocurment costs = 3nventory expenses that

arise from the ordering process itself4elective demand = A preference amongbuyers for specific brands4elective distribution = A syst$m in whichonly a certain number of intermediaries, orthose of o certain type, are chosen todistribute the productosition = A productUs category and itsrelative standing within that category5ategory development index (5*3) = Anindex that is calculated by taking the

percentage of a product categoryUs total salesthat occur in a given market area as comparedto the percentage of the total population onthe market5ategory management = An organisationalsyst$m whereby managers have responsibilityfor the marketing programs for a particularcategory or line of productsroduct category organisation = Theorganisation method that assigns marketingtasks by product category or brand4lotting fees = ayments demanded byretailers before they will accept new products

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and find slots for them on the shelves5ity !one = 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

the cityroduct line exclusivity = An agreement that

the agency will not work on acompeting product for the durationof the relationship

olarity retailing = The concept stating thatthe successful forms of retailing is atthe extremes+ either the large massmerchandisers whith highly efficientoperations, or the very smallIbouti2ue] retailers with a very deep

line of merchandise in a very limitedproduct line

Multilevel merchandiser = Those corporateretail chains which, by dint of si!e,have integrated backward and haveachieved strong control over (if notownership of) their wholesalers aswell as their manufacturers

5ease and desist order = An action by theB4 Cederal Trade 5ommission that

orders a company to stop engaging ina practice that is considereddeceptive or misleading until ahearing is held

5orrective Advertising = An action by CederalTrade 5ommission whereby anadvertiser can be re2uired to runadvertising messages designed toremedy the deception or misleadingimpression created by its previousadvertising

;eseller markets = Cirms that ac2uire goodsand services in order to sell themagain

4pecial sales representatives = eople whopromote the product directly to those whopurchase it, to intermediaries, or to those whorecommend it, but who do not actually takeorders;etailers = Merchants whose main business isselling directly to ultimate consumers-heel of retailing concept = A concept of

retailing that states that new types of retailersusually begin as low/margin, low/price, low/

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status operations but later evolve into higher/priced, higher/service operations, eventuallybecoming like the conventional retailers theyreplaced;etailer co/operatives = 5entralised buying

organisations set up by retailers themselves5onvenience stores = 4tores featuringconvenienceL long store hours (often @K hourseach day), ease of access, and 2uick shoppingfor items such as bread, milk, eggs, cigarettes,and newspapersSff/price retailers = 4tores that differ fromother discounters in that they feature, almostexclusively, name/brand and designer labelapparel at prices significantly below those indepartment and specialty stores

4trait commission = A financial incentivebased solely on sales results+ each incrementof sales increases the commission4crambled merchandising = Thecontemporary practice among retailers ofexpanding their product lines beyond thosetraditionally carried, leading to competition

between types of retailers4upermarkets = 4elf/selection stores that sella complete range of food and other items from

various departments4uperstores = 4tores that go well beyondcombination stores by carrying such nonfooditems as garden supplies, alcoholic beverages,

books, housewares, and hardwareBrban shopping malls = 5ollections of shopsand department stores located in or nearcentral business districts4hopping center = A group of commercialestablishments planned, developed, owned,and managed as a unit related in location,

si!e, and type of shops to the trade area that itservices, and providing on/site parking indefinite relationships to the types and si!es ofstores it containsCull/service retailers = 4pecialty shops,

bouti2ues, and top/of/the/line departmentstores*epartment stores = 4tores characterised bywide and deep product mixes+ individualdepartments within store+ mid/ to upper/level

prices+ and extensive services

*iscount houses = 4tores that are much likedepartment stores except that their primary

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appeal is low price*iscount store = A retail institution that sellsstandard merchandise at lower prices byaccepting lower margins and selling at highervolume

.ypermarch$ = A very large store (XXXXs2uare feet and up) that adds furniture,appliances, and clothing to the items found insuperstores4pecialty stores = 4tores characterised bynarrow product mixes with deep productlines, a high level of personal services, andrelatively high prices5ategory killer = Oiant specialty store thatcarries a very deep assortment of a particularline and is staffed by knowledgeableemployees5onvenience store = A small store, locatednear a residential area, that is open long hoursseven days a week and carries a limited lineof high/turnover convenience goods5ombination store = 4tore that carry over/the/counter and prescription drugs in addition tofood items4elf/selection retailers = 4tores that providefew services or sales personnel and sell

mostly staples and homogenous shoppinggoodsSff/price retailer = ;etailer that buys at less/than/regular wholesale prices and sells at lessthan retail3ndependent off/price retailer = Sff/priceretailer that is either owned and run byentrepreneurs or is division of larger retailcorporationCactory outlet = Sff/price retailing operationthat is owned and operated by a manufacturer

and that normally carries the manufacturer6ssurplus, discontinued, or irregular goods-arehouse club = Sff/price retailer that sellsa limited selection of brand name groceryitems, appliances, clothing, and a hodgepodgeof other goods at deep discounts to memberswho pay annual membership fees5hain stores = Two or more outlets that areowned and controlled in common, havecentral buying and merchandising, and sellsimilar lines of merchandiseCranchise = A contractual association betweena manufacturer, wholesaler, or service

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organi!ation (a franchiser) and independentbusinesspeople (franchisees) who buy theright to own and operate one or more units inthe franchise systemCranchisor = 4uppliers of products and

management and marketing expertise thatgrant franchisees (dealers) the right to run achain/like retailing establishments in returnfor fee and royalty arrangementsCranchise organi!ation = A contractualvertical marketing system in which a channelmember, called a franchiser, links severalstages in the production/distribution process3n/home retailing = 4elling that usually takesthe form of a small party given by a hostess orhost to allow friends and neighbours to

examine and order a product line*istrict sales manager = A line executive who

plans, directs, and controls the activities offield salespeople5entral business districts = Areas where manyretailers are clustered together to tak$advantage of each otherUs traffic-arehouse showrooms = 4tores that arelocated on low/rent, suburban sites, and focuson medium/priced furniture and appliances

Pimited/service retailers = 4ome departmentstore chains and limited/line stores thatconcentrate on heterogeneous shopping

products-holesaling = All activities involved inselling goods and services to those buying forresale or business use-holesaler = Srganisations which buy

products from producers or other wholesalersand resell them to retailers or organisational

buyers, or to other wholesalers

Pimited/service wholesalers = -holesalerswho perform only selected functionsCull/service wholesalers = Srganisationswhich provide almost all the functions ofintermediaries and generally are divided intothree subgroupsL general merchandisewholesalers, single/line wholesalers, andspecialty wholesalersOeneral merchandise wholesalers =-holesaler who handle a broad range of

products, from food and drug items toplumbing supplies and automotive accessoriesMerchant wholesaler = 3ndependently owned

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business that takes title to the merchandise ithandles4orting out = The process by whichwholesalers and retailers separate 2uantitiesof products into si!es, colours, 2uality grades,

and so on5ash/and/carry wholesalers = -holesalerswho emphasise reduced costs for smallretailers, but do not provide credit or delivery4pecialty wholesalers = -holesalers whohave the most restricted inventories, focusingon items such as health foods or electricmotorsTruck wholesalers = -holesalers who pick up2uantities of products at commercial marketsand deliver them to retailers in case lots*rop shippers = Srganisations which take

bulk orders from industrial users, otherwholesalers, or retailers+ they then order thedesired products from manufacturers, whoship directly to the customers

on/store retailing = ;etailing that may beconducted impersonally (through catalogues,direct mail, and vending machines) or

personally (door/to/door selling, in/homeretailing, and telephone sales)

*oor/to/door selling = A form of directmarketing which involves personal selling toindividuals in their homes*irect marketing = (7) 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 asstore (@) onstore sales to consumers andorganisational buyers via mail and telephone(E) *irect communications with carefully

targeted individual consumers to obtain animmediate response, and cultivate lastingcustomer relationships5ost per customer purchasing = A costeffectiveness measure used in directmarketing based on the cost per salegeneratedrofessional sales representatives = Territorymanagers whose primary task is persuasiveand creative face/to/face selling and accountmanagement

Agents (brokers) = 3ntermediaries who helpbring manufacturers and retailers together and

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arrange sales for a commission payment+ theydo not tak$ legal title to products?roker = A wholesaler who does not take titleto goods and whose function is to bring

buyers and sellers together and assist in

negotiation4elling agents = Agents who distribute theentire output of a manufacturer5ommission merchants = Merchants whoreceive goods on consignment from

producers, tak$ the merchandise to a centralmarket, sell at the best price possible, deducttheir commission, and remit the balance to the

producerCreight forwarders = Agencies which providea combining service by which partialshipments (usually under NXX pounds) areassembled from several customers3ndustrial sales people = eople who sellgoods and services used for producing othergoods or for rendering other servicesManufacturer6s sales branches and offices =-holesaling by sellers or buyers themselvesrather than through independent wholesalersending machines = A form of non/store,non/personal selling which takes to the

extreme the transaction between consumerand machine4tring streets = Ma&or thoroughfares alongwhich are found random collections of almostevery kind of store4upport personnel = eople who aid efforts of

professional sales representatives and ordertakersTying contract = An agreement between asupplier and an intermediary which re2uiresthe intermediary to buy product ? in order to

also get product A5ommon carriers = Those transportation

providers which offer their services for theuse of others, and are under certaingovernmental regulations concerning the

provision of such servicesertical 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 andto achieve effective performance?ackward integration = The approach by

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which the intermediaries ac2uire control overmanufacturersCorward integration = The approach in whichthe manufacturers ac2uire 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 ob&ectives

Gomunika0n (propaga0n) mix = smchnreklamy, osobnho prode&e, podpory prode&e,

publicity a nstro&9 p#m$ho marketingu, kter$firma pou'v k prosa!en sv$ reklamy amarketingov"ch cl9

Advertising = Any paid form of non/personalcommunication, usually delivered throughmass media by an identified sponsorersonal selling = ersonal presentation bythe firm6s sales force for the purpose ofmaking sales and building customerrelationshipsublicity = A form of promotion composed ofnewsworthy messages sent through the mediaon a non/paid basis*irect marketing = *irect communicationswith carefully targeted individual consumersto obtain an immediate response, and cultivate

lasting customer relationships4ales promotion = 4hort/term incentives toencourage the purchase or sale of a product orservice3ntegrated marketing communications (3M5)= The concept under which a companycarefully integrates and coordinates its manycommunications channels to deliver a clear,consistent, and compelling message about theorgani!ation and its products?uyer/readiness stages = The stages

consumers normally pass through on theirway to purchase, including awareness,knowledge, liking, preference, conviction, and

purchaseersonal communication channels = 5hannelsthrough which two or more peoplecommunicate directly with one another,whether face to face, by telephone, by mail, orvia the 3nternet-ord/of/mouth influence = ersonalcommunication about a product betweentarget buyers and neighbors, friends, familymembers, and associates

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rospect = A potential (but not yet) customer3nitial approach = The first contact by asalesperson with a prospect, usually toarrange a meeting3nformal information = The mixture of

unorganised, irregular daily communicationswhich flows to most of us in contemporarysocietyerceptual map = The result of the processwhen marketers ask a representative group of

buyers within a market segment to comparebrands in a certain category5ommunication = 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 receiver5ommunications flow = The movement ofinformation through the channels ofdistribution+ includes the flow of promotionfrom manufacturers through intermediaries toconsumers, and the flow of marketinformation from consumers back throughintermediaries to manufacturersN/-s model of communication = A model ofthe communications process that contains five

basic elements] whoJ (source), says whatJ(message), in what wayJ (channel), to whomJ(receiver), and with what effectJ (feedback)5ognitive processing = The process by whichan individual transforms external informationinto meaning or patterns of thought and howthese meanings are used to form &udgementsor choices about behavior

Gognitivn !pracovn = proces, kter"m&ednotlivec transformu&e extern informaci dov"!namu nebo v!orce my8len, a po!d%&i do1sudku nebo volby chovn

5ognitive dissonance = A state ofpsychological tension or post/purchase doubtthat a consumer may experience after making

a purchase decision This tension often leadsthe consumer to try to reduce it by seekingsupportive information

Gognitivn disonance = 4tav psychick$honap%t nebo pochyb po nkupu, kter$ mohou uspot#ebitele nastat a mohou vy'adovat dal8

podp9rnou informaci k &e&ich ome!en

5ognitive responses = Thoughts that occur toa message recipient while reading, viewing,and>or hearing a communication

Gognitivn odpov%\ = 1vahy p#&emce !prvyp#i 0ten, prohl'en a nebo naslouchn

5ompliance = A type of influence processwhere a receiver accepts the positionadvocated by a source to obtain favorableoutcomes or avoid punishment

5ompliance (pod#sen se) = typovlivDovacho procesu, kde p#&emce p#i&m

po!ici doporu0enou !dro&em, aby obdr'elup#ednostDovan$ v"stupy nebo p#ede8el trestu

5ommunication ob&ectives = Ooals that an

organisation seeks to achieve through itspromotional program in terms of

Gomunika0n cle = komunika0n 10inky,

kter"ch organi!ace chce doshnoutprost#ednictvm sv$ho propaga0nho

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

preferences, or purchase intentions

programu, nap#klad pov%dom, !nalosti,pov%sti, p#stup9 nebo 1myslu koupit

A3*A model = A model that depicts thesuccessive stages a buyer passes through in

the personal selling process includingLattention, interest, desire, and action

A3*A = f!e, kter"mi se !ka!nk p#ipravu&ek nkupuL pov%dom, !nalost, !alben,

preference, d9v%ra, nkup

5lassical conditioning = A learning processwhereby a conditioned stimulus that elicits aresponse is paired with a neutral stimulus thatdoes not elicit any particular responseThrough repeated exposure, the neutralstimulus becomes to elicit the same responseas the conditioned stimulus5onditioned response = 3n classicalconditioning, a response that occurs as a result

of exposure to a conditioned stimulus5onditioned stimulus = 3n classicalconditioning, a stimulus that becomesassociated with and unconditioned stimulusand capable of evoking the same response orreaction as the unconditioned stimulus5ommunication task = Bnder *AOMA;approach to setting advertising goals andob&ectives, something that can be performed

by and attributed to advertising such as

awareness, comprehension, conviction andaction*AOMA; = An acronym that stands fordefining advertising goals for measuredadvertising results An approach to settinggoals and ob&ectives developed by ;ussell5olleyA43 recall test = A day/after recall test oftelevision commercials (formerly known as?urke test)5entral route to persuasion = Sne of two

routes to persuasion recognised by theelaboration likelyhood model The centralroute to persuasion views a message recipientas very active and involved in thecommunications process and as having theability and motivation to attend to and processa messageAbsolute costs _ The actual total cost of

placing an ad in a particular media vehicleCollow up = The final selling step whichinvolves actions after the sale to ensure that

the order is received on time and as specifiedTwo/step communication = The notion that

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communications flow from the media toopinion leaders, and then from opinionleaders to other members of society4ource = The communicator sending amessage to other party or parties

;eceiver = The person who decodes themessage transmited by the source5ounterargument = A type of thought orcognitive response a receiver has that iscounter or opposed to the position advocatedin a message:ncoding = The process by which a sourcechooses signs and symbols to construct amessage*ecoding = The process of translating orinterpreting the symbols of a message toderive its meaning5overage = A measure of potential audiencethat might receive an advertising messagethrough a media vehicleCeedback = The response or reaction that areceiver may give the source as a result ofmessages4ource credibility = The extent to which thesource of a communication is believable tothe target audience

5hannel (medium) = The vehicle fortransmitting a message = The method ormedium by which communication travelsfrom a source or sender to a receiver5opy platform = A document that specifiesthe basic elements of the creative strategysuch as the basic problem or issue theadvertising must address, the advertising andcommunication ob&ectives, target audience,ma&or selling idea or key benefits tocommunicate, campaign theme or appeal, and

supportive information or re2uirements5opywriters = 3ndividuals who help conceivethe ideas for ads and commercials and writethe words or copy for them?ody copy = The main text portion of a printad Also often referred as a copy?illings = The amount of client moneyagencies spend on media purchases and othere2uivalent activities ?illings are often usedas a way of measuring the si!e of advertisingagencies5ost per rating point = A computation used bymedia buyers to compare the cost effeciency

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of broadcast programs that divides the cost ofcommercial time on a program by theaudience rating5ost per thousand = A computation used inevaluating the relative cost of various media

vehicles that represents the cost of exposing7XXX members of target audience to anadvertising messageAccount executive = The individual whoserves as the liasion between the advertisingagency and the client The account executiveis responsible for managing all of the servicesthe agency provides to the client andrepresenting the agencyUs point of view to theclient;each = The proportion of the target audience

who will see an advertisement at least onceOross ratings point (O;) = A unit of reachtimes fre2uency+ thus, a O; of 7 indicatesthat 7 percent of target market audience sawthe advertisement onceAd&acencies = 5ommercial spots purchasedfrom local television stations that generallyappear during the time periods ad&acent tonetwork programsCre2uency = The number of times, on

average, that each person reached will see orhear the advertisementAverage fre2uency = The number of times theaverage household reached by a mediaschedule is exposed to a media vehicle over aspecified periodAverage 2uarter/hour figure (AZ.) = Theaverage number of persons listening to a

particular station for at least five minutesduring 7N/minute periodAverage 2uarter/hour rating = The average

2uarter/hour figure estimate expressed as apercentage of the population being measuredAverage 2uarter/hour share = The percentageof the total listening audience tuned to eachstation as a percentage of the total listeningaudience in the survey area;ecall tests = Tests of print advertisementswhich do not assists the respondentUs memory

by providing the ads themselves5oncave downward function = An advertising>sales response function that views the

incremental effects of advertising on sales asdecreasing

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5reative execution = The process involved indeciding how the message is to be said in anadvertisement;ecognition test = Test of effectiveness of

print advertising which measures the ability to

recognise an advertisement when presented;eference group = Oroups to which peopleturn in order to measure the acceptability ofwhat they doAttractiveness = A source characteristic thatmakes him or her appealing to a messagerecipient 4ource attractiveness can be basedon similarity, familiarity, or likability3nfluencers = eople whose expertise oropinions have a bearing on the purchasedecision

ull strategy = A strategy through whichmarketers aim mass promotional efforts atconsumers and customers with the intent tocreate demand which pulls the productthrough the channels = A promotion strategythat calls for spending a lot on advertising andconsumer promotion to build up consumerdemand, which pulls the product through thechannelsush strategy = A strategy through which

personal selling and sales promotion aredirected at channel members, who thenpromote product to consumers = A promotionstrategy that calls for using the sales force andtrade promotion to push the product throughchannelsulsing (or flighting) = A strategy of unevenlytimed exposure af advertismentsOatekeepers = Those who can controlinformation flow to members of the buyingcenter/and to prospective suppliers

romotion = All aspects of the marketing mixdesigned to communicate with and influencetarget marketsromotion strategy = A communication plandesigned to bring about desired buyer

behaviours by employing a mix of the fourelements of promotionromotion mix = The blend of promotionalelements selected and the extent to whicheach is used to influence product market,

push/pull, readeness and a life cycle

ropaga0n mix = v!&emn" pom%r smchnvybran"ch prvk9 propagace podle 10inku nav"robkov" trh, tlak a tah, se0t%lost a 'ivotncyklus

All/you/can/afford approach = The strategy ofsetting the advertising budget as high as

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possibleArbitrary allocation = A method fordetermining the budget for advertising and

promotion based on arbitrary decisions ofexecutives

?uild/up approach = A method of determiningthe budget for advertising and promotion bydetermining the specific tasks that have to be

performed and estimating the costs ofperforming them 4ee ob&ective and taskmethod5ost plus system = A method compensatingadvertising agency whereby the agencyreceives a fee based on the cost of the work it

performs plus an agreed amount for profitoint/of/purchase (S) promotion = *isplayand demonstration that takes place at the pointof purchase or sale5ontests, sweepstakes, games = romotionalevents that give consumers the chance to winsomethingsuch as cash, trips, or goodsbyluck or through extra effort4alesperson = An individual acting for acompany by performing one or more of thefollowing activitiesL prospecting,communicating, servicing, and information

gatheringTerritorial sales force structure = A sales forceorgani!ation that assigns each salesperson toan exclusive geographic territory in whichthat salesperson sells the company6s full lineroduct sales force structure = A sales forceorgani!ation under which salespeoplespeciali!e in selling only a portion of thecompany6s products or lines5ustomer sales force structure = A sales forceorgani!ation under which salespeople

speciali!e in selling only to certain customersor industries-orkload approach = An approach to settingsales force si!e in which the company groupsaccounts into different si!e classes and thendetermines how many salespeople are neededto call on each class of accounts the desirednumber of timesSutside sales force = Sutside salespeoplewho travel to call on customers Also knownasfield sales force

3nside sales force = 3nside salespeople whoconduct business from their offices via

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telephone or visits from prospective buyersTelemarketing = Bsing the telephone to selldirectly to customersTeam selling = Bsing teams of people fromsales, marketing, engineering, finance,

technical support, and even uppermanagement to service large, complexaccounts4ales 2uotas = 4tandards set for salespeople,stating the amount they should sell and howsales should be divided among the company6s

products4elling process = The steps that thesalesperson follows when selling, whichinclude prospecting and 2ualifying,

preapproach, approach, presentation anddemonstration, handling ob&ections, closing,and follow/uprospecting = The step in the selling processin which the salesperson identifies 2ualified

potential customersreapproach = The step in the selling processin which the salesperson learns as much as

possible about a prospective customer beforemaking a sales callApproach = The step in the selling process in

which the salesperson meets and greets thebuyer to get the relationship off to a good startresentation = The step in the selling processin which the salesperson tells the productstory to the buyer, showing how the productwill make or save money for the buyer.andling ob&ections = The step in the selling

process in which the salesperson seeks out,clarifies, and overcomes customer ob&ectionsto buying5losing = The step in the selling process in

which the salesperson asks the customer foran orderCollow/up = The last step in the selling

process in which the salesperson follows upafter the sale to ensure customer satisfactionand repeat business;elationship marketing = The process ofcreating, maintaining, and enhancing strong,value/laden relationships with customers andother stakeholders5onsumer/oriented sales promotion = 4ales

promotion techni2ues that are targeted to theultimate consumer such as coupons, samples,

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contests, rebates, sweepstakes, and premiumoffers5lients = The organisations with the products,services, or causes to be marketed and forwhich advertising agencies and other

marketing promotional firms provide servicesAdvertising ob&ective = A specificcommunication taskto be accomplished witha specific targetaudience during a specific

period of time?usiness/to/business advertising =Advertising used by one business to promotethe products and>or services it sells to another

businessAttitude toward the ad = A messagerecipientUs affective feelings of favorability orunfavorability toward an advertisementAdvertising appeal = The basis or approachused in an advertising message to attract theattention or interest of consumers and > orinfluence their feelings toward the product,service, or cause5reative execution style = The manner inwhich a particular advertising appeal istransformed into a messageAffect referral decision rule = A type of

decision rule where selections are made onthe basis of an overall impression or affectivesummary evaluation of the variousalternatives under consideration5onsent order = A settlement between acompany and the Cederal Trade 5ommissionwhereby an advertiser agrees to stop theadvertising or practice in 2uestion A consentorder is for settlement purposes only and doesnot constitute an admission of guilt5arryover effect = *elayed or lagged effect

whereby the impact of advertising on salescan occur during a subse2uent time periodAdvertising campaign = a comprehensiveadvertising plan that consists of a series ofmessages in a variety of media that centre ona single theme or ideaAdvertisers = The identified sponsors who

pay to promote their goods, services, andideas to target audiencesAdvertising agency = A firm that specialisesin the creation, production, and placement ofadvertising messages and may provide otherservices that facilitate the marketing

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communication process5lipping service = A service which clipscompetitorsU advertising from local printmedia allowing the company to monitor thetypes of advertising they are running or to

estimate their advertising expendituresAdvertising creativity = The ability togenerate fresh, uni2ue, and appropriate ideasthat can be used as solutions tocommunication problemsAdvertising manager = The individual in theorganisation who is responsible for the

planning, co/ordinating, budgeting, andimplementing of the advertising program?ig idea = A uni2ue idea for an advertisementor campaign that attracts consumersUattention, gets a reaction, and sets theadvertiserUs product or service apart from thecompetitionAdvertising specialities = 3tems used asgiveaways to serve as a reminder or stimulateremembrance of a company or brand such ascalendars, T/shirts, pens, key tags, and thelike 4pecialities are usually imprinted with acompany or brand name or other identifyingmarks such as address and phone number

Advertising substantiation = A Cederal Trade5ommission regulatory program that re2uiresadvertisers to have documentation to supportthe claims made in their advertisementsAffirmative disclosure = A B4 Cederal Trade5ommission program whereby advertisersmay be re2uired to include certain types ofinformation in their advertisements soconsumers will be aware of all conse2uences,conditions, and limitations associated with theuse of product or service

3mage advertising = Advertising which aimsto establish a positive identity for thecorporation or to rebut criticismAdvocacy or issue advertising = Advertisingwhich takes a stand on some issue on behalfof the advertiser+ is not designed to promote

productsAdvocacy advertising = Advertising that isconcerned with the propagation of ideas andelucidation of social issues of publicimportance in a manner that supports the

position and interest of the sponsor5ontinuity = The strategy of scheduling the

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advertising evenly over the weeks and monthsof the year = Media scheduling strategy wherea continuous pattern of advertising is usedover the time span of the advertisingcampaign

5haracterisation attributes = Those attributesused in advertising which associate the

product with the kind of people who use itioneer advertisements = Advertisements thatthat increase primary demand for the productthat bring nonusers into the users category*irect action advertisements =Advertisements designed to move consumersand customers to take some immediate action:motional advertisements = Advertisementsthat attempt to create moods that willsubse2uently be associated with the productCinancial/relation advertising = Advertisingwhich portrays the corporation as fiscallysound and run by forward/lookingmanagement5ompetitive advertisements = Advertisementsthat create selective demand/that is, a

preference for the advertiserUs brand asopposed to a competitors5omparative advertising = The practice of

either or indirectly naming one or morecompetitors in advertising message andusually making a comparison on one or morespecific attributes or characteristics;einforcement advertisements =Advertisements that booster and enhancesatisfaction with purchases already made;eminder advertisements = Advertisementsthat aim at reinforcement by keeping the

product in the buyersU minds*elayed/action advertising = The

advertisements which attempt to influenceconsumer attitudes and preferences, thushelping to set the stage for a purchase4lice/of/life advertisements = Advertisementsthat show the product being used by


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the purpose of creating knowledge of theproductTestimonial advertisements = Advertisementsthat attempt to get consumer to identify withsomeone who claims that he or she uses and

likes the productClighting (or pulsing) = The strategy ofunevenly timed exposures of advertisingAerial advertising = A form of outdooradvertising where messages appear in the skyin the form of banners pulled by aeroplanes,skywriting, and on blimpsehicles = 4pecific outlets within a largeradvertising medium3ndustrial advertisements = Advertising to

promote goods and services for business andorganisational use5o/operative advertising = A form of

promotion in which the manufacturer makesavailable to the wholesaler/or morecommonly to the retailer/ a fund intended tohelp cover the costs of the channel memberUsadvertising which features the manufacturerUs

brand5orporate advertising = 5ampaigns formerlyknown as public opinion, image, or

institutional advertising/media space or timebought for the benefit of the corporationrather than of any of its products5reative strategy = The primary message to

be communicated by the advertisingcampaign This is the ma&or responsibility ofthe advertising agency5reative tactics = A determination of how andadvertising message will be implemented soas to execute the creative strategy5reative bouti2ues = 4mall agencies

specialising in the creative work for anadvertising campaign5reative service department = The section ofan advertising agency which is responsible forthe creation, design, and production ofwhatever will appear or be heard on radio ortelevision or in printCull/service advertising agency = The type ofadvertising agency that has the resources tooffer its clients a wide range of services,including the four most basic servicesLaccount management>marketing, creative,media, and research

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Agency evaluation process = The process bywhich a company evaluates the performanceof its advertising agency This processincludes both financial and 2ualitative aspects3n/house agencies = Advertising agencies

owned by the advertiser, which perform thefunctions of a full/service advertising agency5osts per thousand (5M) = The media costof reaching 7XXX persons, used to compareacross media vehicles5opyright = The exclusive legal right toreproduce, publish, and sell a literary,musical, dramatic, or artistic workPables = A lable encompasses any printedinformation on the packaging that describesthe product3nformative lables = Pables that tell theconsumer about the productUs ingredients, use,dating, and so on?rand = A name, term, symbol, or design or acombination of them that is intended toidentify the goods or services of one seller orgroup of sellers and to differentiate them from

products of competitors?rand e2uity = The value of a brand, based onthe extent to which it has high brand loyalty,

name awareness, perceived 2uality, strongbrand associations, and other assets such aspatents, trademarks, and channel relationships?rand extension = Bsing a successful brandname to launch a new or modified product ina new category5o/branding = The practice of using theestablished brand names of two differentcompanies on the same productCorms of fighting brands = national, own,

private, product, family, blanketCormy v soubo&i !na0ek = nrodn, vlastn,soukrom$, v"robek, rodina a blanket

?rand development index (?*3) = An indexthat is calculated by taking the percentage of a

brandUs total sales that occur in a given marketas compared to the percentage of the total

population in the market?rand extension strategy = The strategy ofapplying an existing brand name to a new

product?rand loyalty = references by a consumerfor a particular brand that results in continual

purchase of it:voked set = The subset of available brandsof a product class which a consumer considers

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