Marketing and market oriantation
Marketing helps producers to sell goods profitably
Marketing concept- a strategy that companies implement to increase sales.
Planning of marketing- an operational document that shows how an organization is planning
to use advertising to target a specific market.
Marketing department- this department is responsible for increasing sales by doing the right
advertsising.
Product features- are a product's traits or attributes that deliver value to end-users and
differentiate a product in the market.
Product advantages- any positive impact that the products creates for the buyer.
The marketing mix- the set of tactics, that a company uses to promote its brand or product
in the market.
To market a product means- to organize its sale, by deciding on its price, where it should be
sold, and how it should be advertised. To sell a products with a good price for a customer
but still getting profit from the sale and choosing a specific niche where it should be
advertised to bring the most clients.
A marketer- a person or company that advertises or promotes something. Rinkodaros
specialistas.
Market orientation- a strategic focus on identifying consumer needs and desires in order to
define new products to be developed.
Market-led, market-oriented, market-driven – influenced by market knowledge and
customer needs.
Product range- variations of a single product that are made in order to create similar yet
distinctly different products. For example a laptop, a computer.
Product lifecycle- is the progression of a produc through the four stages of its time on the
market. The four life cycle stages are: Introduction, Growth, Maturity and Decline.
Product positioning- the process of deciding and communicating how you want your market
to think and feel about your product.
Product placement- a process of gaining exposure for the products by paying for them to be
featured in films and television programmes.
Product endorsement- a public declaration from a famous person or organization in support
of a product's features, quality, benefits, and/or brand.
Brand awaremess- marketing term that describes how familiar consumers are with a brand
or its products.
Brand image- the general impression of a product held by real or potential consumers.
Brand name- identifies a specific company, product or service and differentiates it from
similar brands within a category.
Brand label- a label which gives the brand name of the product.
Branded goods- goods that are identifiable as being the product of a particular
manufacturer company. For example Heinz ketchup or Kellogg's cornflakes.
Generic goods- products that are named only by their basic product type, and not an
individual brand. Fake
Price tag- a label showing the price of an item for sale.
Basic goods- goods that are highly needed to serve the life of many people and to be a
supporting factor in public welfare, such as rice, sugar, cooking oil, butter, beef, chicken,
eggs, milk, corn, soy, and iodized salt.
Sophisticated, exclusive goods- A product which needs more knowledge, experience or
education for being manufactured.
Premium products- higher than usual quality and are often expensive.
Low-end products are the cheapest in a group of products.
Top-end products- expensive and of extremely high quality.
Mid-range – products or services which are neither the most expensive nor the cheapest of
their type.
Move upmarket- to start to sell products for people with more money.
Move downmarket- to start selling cheaper goods or services.
Mass market- the market for goods that are produced in large quantities.
A niche- it is a specialised segment of the market for a particular kind of product.
A chainstore- one of a series of shops owned by one firm and selling the same goods.
A convenience store- a retail store ( mažmeninė parduotuvė) that carries a limited selection
of basic products.
A discounter- a large business that sells goods or services at less than the usual price.
A department store- a store having separate sections for a wide variety of goods.
A hypermarket- a retail store that combines a department store and a grocery supermarket.
Maistui ir namams
A supermarket- a large shop which sells all kinds of food and some household goods.
Maistui labiau ir biski namams
A franchise- the right or license granted to an individual or group to market a company's
goods or services in a particular territory
Direct marketing- a promotional method that involves presenting information about your
company, product, or service to your target customer without the use of an advertising
middleman.
Direct mail, mailshots-( a direct marketing communication method ) contacting a large
group of customers and prospects ( potential customers) through the post.
Telemarketing- the marketing of goods or services by means of telephone calls, typically
unsolicited ( neprašytas), to potential customers.
Cold calls- the business practice of contacting a potential customer or client who has not
expressed previous interest in speaking with a customer service representative or making a
purchase.
Loyalty cards- a card that is given to a customer by a business, used by the business to
reward the customer for buying goods or services and to record information about what
they buy.
Product placement, endorsement- content created for an advertiser (or for a creator's own
brands if the relationship between creator/brand is not clear) with a message that users are
likely to believe reflects the opinions of the content creator.
Promotional activities:
A free offer ( a discount)
A free sample
A free gift
A competition with prizes
Customers are