Moja lekcja

brand

is a name (or sometimes 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

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

product line

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

convenience goods

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

Speciality goods

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

Product live

are durable goods with unique characteristics that informed consumers have to go to a particular store to buy.

Shopping goods

are “high involvement” products for which consumers generally search for information, evaluate different models, and compare prices, and take time to make selection.

Product elimination

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

Line-filling

means adding further items in that part of a product range which a line already covers, in order to compete in competitors’ niches, to utilize excess production capacity, and so on.

Line-stretching

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

marketing

matching what the business organization produces with what customers want

niche

a small, specialised part of a market

junk mail

letters about products and services which you haven’t asked for and probably don’t want

hype

promoting a product or service with exaggerated or intensive publicity

brand

a product which can be recognized by its name

upmarket

aiming at the luxury end of the market (expensive image)

downmarket

aiming at the mass end of the market

sponsorship

supporting a cultural or sporting enterprise in return for advertising

crowded market (zatłoczony rynek)

one with too many competing products

campaign

a promotional activity over a specific period of time

reposition (repozycja)

change the image of a product or service

pitch (short speech) (krótka mowa)

what the sales rep says to the potential customer

mailshot (newsletter)

when the same letter is sent to a large number of possible buyers

merchandising

a range of minor products which all carry the name of a major product

endorsement (polecenie, potwierdzenie)

when a famous person recommends a product in an advertisement

brochure

a booklet giving information about the company’s products or services

market research

information about what customers want and need

market segment

a group of customers of similar age, income level and social group

market share (udział w rynku)

the percentage of sales a company has

consumer behaviour (zachowanie)

description of typical customer

consumer profile

where and how people buy things

consumer goods

things people buy for their own use (na własny użytek)

product launch

(wprowadzenie) introduction of a product to the market

product lifecycle

length of time people continue to buy a product

product range

(asortyment) set of products made by a company

sales forecast

(prognoza) how much a company thinks it will sell in a period

sales figures

(dane) numbers showing how much a company has sold in a period

sales target

how much a company wants to sell in a period

advertising campaign

a programme of advertising activities over a period, with particular aims

advertising budget

an amount of money available for advertising during a particular period

advertising agency

a business which advises companies on advertising and makes ad

product

goods or services that are sold

price

the cost to the buyer of goods or services

promotion

informing customers about products and persuading them to buy them

place

where goods or services that are sold