Мой урок

Word of mouth

сарафанное радио, из уст в уста

When it comes to

что касается

Web retailers

онлайн продавцы

To wow

удивлять

To weed out the half-hearted

отсеять лишенных энтузиазма, незаинтересованных

To submit frank online reviews

публиковать честные отзыв онлайн

To stay in direct touch with

оставаться в прямом контакте с кем-либо

To soar

взлетать, стремительно повышаться

To set the stage for

подготовить почву для

To rule something out

исключать что-либо

To pursue the strategy

следовать стратегии

To proclaim

провозглашать, объявлять

To permeate

проникать, пропитывать

To have in stock

иметь в наличии

To embrace

принимать

To be flat-out customer obsessed

быть отчаянно одержимым покупателями

Steadfast

твердый, прочный, устойчивый

Solid foundation

крепкая основа, прочный фундамент

Sluggish economy

вялая, застойная экономика

Scrappy

лоскутный, состоящий из остатков, обрывков

Poster child

олицетворение, образец

Payoff

результат, отдача, окупаемость

IRS

Налоговая службы США

In somebody’s favor

в чью-то пользу

Harsh economy

жесткая экономика

Gross merchandise sales

общий объем продаж

Down the line

в дальнейшем, в будущем

Customer intimacy

доверительные отношения с клиентами

Customer-driven marketing strategies

маркетинговые стратегии, ориентированные на клиентов

Cornerstone

краеугольный камень

Brand loyalty and buying dollars

приверженность бренду и готовность платить

To revive your spirits

возродить дух, поднять настроение

To revisit

коснуться еще раз

To retain customers

удерживать клиентов

To lose sight of underlying customer needs

терять из вида основные потребности

To expand on

подробно рассказать о

To gain insights into

получить четкую картину

To go to great lengths

делать все возможное, отдавать все силы

To immerse yourself in

погружаться в

To empower

расширить возможности

To disparage the product to others

делиться с другими негативными отзывами о товаре

To carry out marketing

проводить маркетинговые исследования

To bring about profitable customer relationships

добиться выгодных отношений с покупателем

Merchandise

товары, изделия

Key building blocks

ключевые составляющие

Staggering proposal

ошеломляющее предложение

Target audiences

целевая аудитория

To add up to

сводиться к, складываться

Marketing myopia

маркетинговая близорукость

Low-end consumers

покупатели, выбирающие самые дешевые товары

Intangible

неосязаемый

Human makeup

склад человека

High-octane NASCAR experience

мощный, высокооктановый опыт просмотра гонок «Наскар»

Exhilarating

головокружительный, веселящий

Deprivation

лишение, нехватка

Affection

привязанность, любовь

Backed by

подкрепленный, поддерживаемый

Backup brain

резервная копия мозга

Dazzling calculation

ослепительный расчет

A broad array of

широкий спектр, набор

Engaging and relevant brand messages

интересные и актуальные послания бренда

A wealth of platforms for airing and sharing brand views

множество площадок для трансляции и распространения позиций бренда

Frequency marketing programs

частотная маркетинговая программа

Frequency of support calls

частотность обращения в службу поддержки

Genuine contributions

реальный вклад

More than double

более чем в два раза

Infinitely

безгранично, бесконечно

Intrusion

вторжение

Mass marketing

маркетинг товаров массового спроса (массовый)

Patronage discounts

скидки для постоянных клиентов

Wholesaler

an intermediary that sticks manufacturers’ goods or merchandise and sells it to retailers and professional buyers

Wants

the form human needs take as they are shaped by culture and individual personality

Vendor

a person or organisation that sells property, or products rather than service

To penetrate a market

to start selling, or sell more and more

To monopolise a market

to be the only company selling on a market

To dominate a market

to be the most important company selling on a market

To drive another company from a market

to make the other company leave the market, perhaps because it can no longer compete

To enter a market

to start selling for the first time

To leave (withdraw from, get out of) a market

to stop selling

To corner a market

to become the main company selling on a market

The free market

an economic system where prices, jobs, wages, etc. depend on what people want to buy, how much they are willing to pay, etc., rather than being controlled by the government

The competition

all the products, businesses, etc. competing in a particular situation, seen as a group

Street vendor

people selling things in the street

Product differentiation

making a product (appear to be) different from similar products offered by other sellers, by product differences, advertising, packaging, etc.

Product features

the attributes or characteristics of a product, such as size, shape, quality, price, reliability, etc.

Market skimming

setting a high price for a new product to make maximum revenue before competing products appear on the market

Needs

states or deprivation

Price elasticity

the extent to which supply or demand of a product responds to changes of price

Seller

a person or organisation that sells something

Sales representative

someone who contact existing and potential customers, and tries to persuade them to buy good or service

Market segmentation

dividing a market into distinct groups of buyers who have different requirements or buying habits

Market reforms

changes to an economy made by a government so that it becomes more like a market economy

Market prices

prices that people are willing to pay, rather than ones fixed by the government

Marketplace

producers and buyers in a particular market economy, the way they behave, etc.

Market penetration

the strategy of setting a low price to try to sell a large volume and increase market share

Marketing

the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return

Marketing myopia

the mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products

Market opportunities

possibilities of fulfilling unsatisfied needs in sectors in which a company can profitably produce goods or service

Market offering

some combination of products, services, information, or experiences offered to a market to satisfy a need or want

Market forces (pressures)

used to talk about the way that a market economy makes sellers produce what people want to buy, at prices they are willing to pay

Market

the set of all actual and potential buyers of a product or service

Key players

the most important companies in a particular market

Industrial buyer

an organisation that buys things for use in producing its own goods or services

Demands

human wants that are backed by buying power

Distribution channel

all the companies or individuals (middlemen) involved in moving goods or services from producers to consumers

Consumers

people who buy products or services for their own use, especially when considered as members of large groups buying things in advanced economies

Exchange

the act of obtaining a desired object from someone by offering something in return

End-users

people who use products (particularly computer equipment and technology)

Customer base

customers considered as a group

Competitors (rivals)

companies or products in the same market

Competition

the activity of trying to sell more, be more successful, etc.

Buying (purchasing) manager

someone in a company or a shop responsible for buying goods that it uses or sells

Client

person or organisation who buys the services of professionals such as accountants, lawyers etc.

Client base

clients considered as a group

Clientele

people who buy a company’s or a professional’s products or services, especially expensive or exclusive ones

Buyer (purchaser)

a person or organisation that buys something

Value proposition

the set of benefits or values a brand promises to deliver to consumers to satisfy their needs

Social responsibility

community engagement and individual well-being

Societal marketing concept

the idea that a company’s marketing decisions should consider consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests

To market a product

to make a plan based on a particular marketing mix and put it into action

Unique selling point

what distinguishes your product or service from others on the market

Production concept

the idea that consumers will favor products that are available and highly affordable and that the organisation should therefore focus on improving production and distribution efficiency

Product concept

the idea that consumers will favor products that offer the most quality, performance, and features and that the organisation should therefore devote its energy to making continuous product improvements

Packaging

the materials used to protect and present a product before it is sold

Place

how the offering will be made available to target consumers (in the marketing mix is supplemented with convenience, accessibility and organisation)

Market orientation

the fact that everything marketers do is designed to meet the needs of the market

Marketing strategy

describes how a company will position itself and the products it sells or the services it provides in the competitive marketplace

Marketing plan

the written document which details the marketing methods selected and specific marketing actions or marketing activities

Promotion

sharing information about the offering with target customers and persuading them of its merits

Target market

the consumers, clients or customers you want to attract

Product

a need-satisfying market offering

Price

how much a company charges for the offering

Market segments

groups of consumers with similar needs or purchasing desires

Marketing mix

the set of the marketing tools the firm uses to implement ots marketing strategy

Marketing management

the art and science of choosing target markets and building profitable relationships with them

Marketing concept

a philosophy that holds that achieving organisational goas depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do

Features

important characteristics and qualities that products possess

Customer satisfaction

the extent to which a product’s perceived performance matches a buyer’s expectations

Benefits

the advantages of services in relation to the needs of the people who buy them

Economic prosperity

profitable growth through a customer focus

Environmental stewardship

operating efficiently and protecting the environment

Customer relationship management

the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction

Customer-perceived value

the customer’s evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers