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Universidad Autonoma de Santo Domingo

Marketing Terms
• Accessibility. Degree to which it is possible to serve a market segment. • App
roach. Stage of sale where the seller knows and greets the buyer to establish a
good relationship from the beginning. • Attitude. Favorable or unfavorable ratin
gs, reviews and trends systematically presents a person for an object or idea. •
Adaptation of the product. Adapting the product to local conditions and desires
of foreign markets. • Managing the sales force. Analysis, planning, implementat
ion and monitoring of the activities of the sales force, including the objective
s set to it, design strategy and recruitment, selection, training, supervision a
nd evaluation of the vendors of the company.
• Marketing Management. Analysis, planning, implementation and monitoring of pro
grams designed to create, build and maintain beneficial exchanges with target bu
yers to achieve the objectives of the organization. • Adoption. The decision of
an individual to become a regular user of a product. • Agencies of services mark
eting issues. Market research firms, advertising agencies, media, marketing cons
ulting firms and other service providers that help a company to place and promot
e their products in the right markets. • Dealer. Wholesaler who represents buyer
s or sellers in a relatively permanent and plays only some functions have no rig
hts on products. • Scope. Percentage of the target market of people exposed to a
n advertising campaign for a certain time.
• Cultural Environment. Institutions and other forces affecting the values, perc
eptions, preferences and basic behaviors of society. • Marketing Environment. Pa
rticipants and forces outside marketing that affect the ability of management to
develop and sustain itself successfully treated with target customers. • Econom
ic environment. Factors affecting purchasing power and consumer spending pattern
s. • Natural environment. Natural resources that retailers need for their produc
tion or those who are affected by commercial activities. • Political environment
. Laws, government agencies and pressure groups that influence organizations and
individuals in a given society and limited.

Technological environment. Forces that produce new market opportunities.


Analysis of expenses over sales. Analysis of the relationship between marketing

expenditures and sales to keep those at the appropriate level. Analysis of the p
ortfolio. Tool by which management identifies and evaluates the various business
es that make up the company. Value analysis. Cost reduction approach in which th
e components were analyzed carefully to determine if possible redesign, standard
ize or production using cheaper production methods. Financial analysis. Analysis
of projected sales, costs and profits of a new product to determine if these fa
ctors meet the objectives of the company.

Learning. Changes in the behavior of an individual derived from the experience.

Tariff. Government tax against certain imported products, whose objective is to
earn income or protect local companies. Atmospheres. Designed environments that
create or reinforce the tendency of the buyer to the consumption of their produc
t. Emotional appeal. Message which aims to arouse negative or positive emotions
to motivate the purchase, say fear, guilt, vergYenza, humor, pride and joy. Mark
eting Audit. Comprehensive analysis, systematic, independent, and newspaper mark
eter of a business environment, and its objectives, strategies and activities to
identify problems and opportunities and recommend an action plan to improve the
performance of marketing in that organization.

Self-concept. Self-image, or the complex mental image that people have of themse
lves. Interactive marketing. Marketing of a company that recognizes that the per
ceptible quality of a service depends very much on the quality of interaction be
tween buyer and seller. Internal marketing. Marketing service company that reall
y enables and encourages its employees who are in contact with all customers and
support staff to work together and satisfy the customer. Organizational Marketi
ng. Activities leading to the creation,€maintenance or change of attitude and be
havior of the target audience for an organization. Consumer-oriented marketing.
Principle of enlightened marketing that holds that a company must consider and o
rganize their marketing activities from the standpoint of the consumer.