kolokwium 14.11

Brand

A brand is a name (or sometimes a sign, symbol or design) used to identify the goods or services of a particular manufacturer, seller or supplier, and to differentiate them from the goods or services of competitors.

Product

A product is defined by marketers as anything capable of satisfying a need or want (including services such as bank loan, a haircut, a meal in a restaurant, or a skiing holiday).

Product line

A product line is a group of closely related products, which usually have the same function and are sold to the same customer groups through the same outlets.

Product mix

A product mix is the set of all the product lines and items offered by a company.

convenience goods

Convenience goods are cheap and simple "low involvement" products which people use regularly and buy frequently with little effort, without comparing alternatives.

Towary specjalne są trwałymi towarami o unikalnych cechach, które informowały o konflikcie

durable goods with unique characteristics that informed con

shopping goods

Shopping goods are "high involvement" products for which consumers generally search for information, evaluate different models, and compare prices, and take time to make a selection.

Produkuj proces wycofywania produktów z rynku, gdy nie są już opłacalne.

Produc the process of withdrawing products from the market when they are no longer profitable.

line-filling

Line-filling means adding further items in that part of a product range which a line already covers, in order to compete in competitor's niches, to utilize excess production capacity, and so on.

line-stretching

Line-stretching means lengthening a company's product line, either moving up-market or down-market in order to reach new customers, to enter growing or more profitable market segments, to react to competitors' initiatives, and so on.

Brand-switcher

A consumer who shows no loyalty to a particular brand, but changes among competing products.

Brand image

The public's beliefs and perceptions about a particular product.

Brand loyalty

The commitment of consumers to a particular brand.

Free sample

A small amount of a new product given to consumers to encourage them to try it.

Industrial buyer

Someone who purchases goods or services that will be used in the production or supply of other goods or services.

Initial trial

The first time a consumer buys a product to see what it's like.

Loss leader

A popular product sold with no profit, in order to attract customers to a store.

Price-conscious (adjective)

Strongly influenced by the price when buying goods or services.

Purchasing cycle

The average length of time between a consumer's repeat purchases of the same brand.

Redeemable coupon

A certificate offering consumers a price reduction on a particular product.

To attract customers

przyciągnąć klientów

To counter a competitor’s promotion

przeciwdziałać promocji konkurenta

To maintain market share

utrzymać udział w rynku

To offer a price reduction

obniżyć cenę

To stimulate sales

stymulować sprzedaż

To try out a new product

wypróbować nowy produkt

Lunch

send a rocket into space or the new ship into water for the first time

Target

aim at something – when shooting at something

Skim

remove something from the surface of something – cream from milk

Penetrate

go into something – a bullet into a body

Flood

cover with water – when the river bursts its banks

Push

move something away from you

Blitz

drop a lot of bombs on one area

Saturate

when some soft substance is full of water so that it cannot absorb any more

Collapse

fall down suddenly – a building during earthquake

Shrink

when something gets smaller – clothes when they are washed

Dry up

when all the liquid in something disappears – perhaps because of too much heat

Prune

when you cut branches off a tree so that it will grow better in the future