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A&P - Prescurtare uzuala in limba engleza care desemneaza departamentele de publicitate (advertising) si promovare (promotion), specifice marilor companii.

A/S Ratio - O metoda de a aproxima bugetele de publicitate sau de a verifica daca investitia in publicitate este proportionala. (English - Advertising to Sales Ratio. A method of calculating approximate advertising budgets or of checking whether investment in advertising is proportionate)

Abandon al produsului - Decizie strategica de retragere a unui produs/marci de pe piata, in urma evaluarii consecintelor negative - financiare, comerciale, tehnologice si umane - ale mentinerii sale.

Above-the-Line Advertising - Tipul de advertising care implica una dintre cele cinci tipuri de media traditionale: presa, televiziunea, radioul, cinematograful, posterele. (English - It is considered to be the advertising which employs one of five traditional media - the press, television, radio, cinema and posters)

Absolute Cost Advantage - Avantajul de cost al unei companii fata de alta atunci cand exista o sursa mai iefina de materie prima, un control mai bun al cunostintelor superioare autorizate si al altor drepturi de proprietate intelectuala, fabricatie mai ieftina, costuri de asamblare mai mici sau orice alt beneficiu similar. (English - The cost advantage of a company over another when it has a cheaper source of raw materials, control of superior knowledge through patents, and other intelectual property rights, cheaper manufacturing or assembly costs, and any other similar benefits)

Absolute Costs - Nivelul minim de costuri pe care o organizatie trebuie sa le suporte pentru a se mentine pe piata. (English - The minimum level of costs that an organisation must bear in order to remain in business)

Absolute Product Failure - Situatie in care un prdus nou-introdus nu reuseste sa acopere costurile de productie si de marketing. (English - An instance in which a newly introduced product does not manage to recover its production and marketing costs)

Accelerated Test Marketing - Forma de testare a pietei folosita pentru a testa beneficiile consumatorului, care implica o tehnica simulata de stocare mai mult decat o testare reala a pietei; se mai numeste si Laboratory Test Markets (Teste de laborator asupra pietei) sau Purchase Laboratories (Laborator de cumparaturi). (English - A form of market testing used for testing consumer goods which involves a simulated store technique rather than an actual test market; This is also referred to as Laboratory Test Markets)

Accelerator Principle - Notiune prin care se intelege ca o crestere sau o descrestere a cererii consumatorului va afecta mai multe niveluri de cerere pe pietele organizationale; de exemplu, o crestere a cererii consumatorului pentru bauturile racoritoare va duce la o crestere a cererii de catre vanzatorii cu amanuntul pentru bauturile racoritoare, apoi la o crestere a cererii de catre imbuteliatori pentru cutiile de aluminiu, la o crestere a cererii a fabricantilor de cutii de Al pentru folia de Al, la o crestere a cererii de catre fabricantii de folie de Al pentru minereul de Al si tot asa. (English - The notion that an increase or reduction in consumer demand will affect several layers of demand in organisational markets; for example, an increase in consumer demand for soft drinks will lead to an increased demand by retailers for soft drinks, an increased demand by soft drink bottlers for aluminium cans, an increased demand by Al can manufacturers for Al sheet, an increased demand by Al sheet manufacturers for Al ore, and so on)

Acceptable Price Range - Asteptarile pe care le au consumatorii referitor la pretul unei categorii de produse; consumatorii sunt reticenti la a cumpara la un pret sub nivelul acceptabil al categoriei de teama ca produsul sa nu fie sub nivelul asteptarilor sau sub standardele categoriei, dar si la a cumpara un produs la un pret peste nivelul categoriei, de teama ca nu cumva beneficiul produsului sa nu legitimize cheltuiala. (English - The expectation in the minds of consumers regarding the price range for a product category; consumers are reluctant to buy below the acceptable price range for fear that the product will be inferior to their expectations and category standards, or above it because of fear that the expected benefit of the product is not worth the price)

Access Barriers - Factori precum tarife sau restrictii legale care reduc marimea unei piete prin impiedicarea unor potentiali consumatori sa cumpere un anumit produs. (English -Factors such as tariffs and legal restrictions which reduce the size of a market by preventing potential customers from purchasing a particular product)

Accessibility - Una dintre cele patru mari conditii (impreuna cu actionabilitate, masurabilitate si substantialitate) pentru o segmentare corespunzatoare de marketing; prin accesibilitate se intelege ca segmentul vizat trebuie sa poata fi atins si servit corespunzator de sistemul de distributie si promovare al companiei. (English - One of the four major requirements (with actionability, measurability and substantiality) for useful market segmentation; accessibility expresses the notion that the segment targeted must be able to be reached and served adequately by the company's promotion and distribution system)

Accessory Equipment - Bunuri si materiale cumparate de organizatie in folosul activitatilor de productie, administrare, marketing, dar nu direct in fabricarea produsului final. (English -Goods and materials purchased by organisations for use in production, administrative, clerical or marketing activities, but not directly in the manufacture of finished products)

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Accordian insert - Reclama inserata intr-o revista, impaturita in stil de acordeon. (English - An ad inserted in a magazine, folded with an accordian-style fold)

Account Objectives - Obiectivele specifice si cele de vanzari care trebuie sa fie atinse intr-o perioada specifica de catre un agent de vanzari pentru un cont de care el/ea este responsabil. (English - The specific aims and sales goals to be achieved within a specified period by a salesperson for an account for which he or she is responsible)

Account Penetration Ratio - O marime folosita pentru a evalua agentii de vanzari; reprezinta procentul de conturi care au comenzi sigure. (English - A measure used to evaluate salespeople; it represents the percentage of accounts from which orders are secured)

Accountants' Marketing - Termen care uneori e folosit pentru a descrie o abordare de marketing caracterizata de o accentuare a rezultatelor de vanzari pe termen scurt, mai mult decat pe dezvoltarea pe termen lung, si de lipsa inovatiei. (English - A term sometimes used to describe an approach to marketing characterised by an emphasis on short-term sales results rather than on long-term survival and growth, and by a lack of innovation)

Accumulation - Metoda de masurare a audientei, in care fiecare persoana expusa unui canal specific este luata in calcul, intr-o o perioada de timp specifica. (English - An audience-counting method, where each person exposed to a specific vehicle is counted once within a certain time period)

Acetate - Folie de plastic transparenta folosita frecvent pentru invelisul reclamelor. (English -Transparent plastic sheet frequently used for overlays in ad layouts)

Achizitie impulsiva - Comportament comercial de achizitie imediata, brusca si fara implicatii emotionale sau materiale deosebite a unui produs din partea cumparatorului. Acest impuls pozitiv poate fi determinat de un anumit stimul - cum ar fi: o oferta promotionala, caracterul de noutate, o prezentare atractiva - sau de specificul bunurilor respective (spre exemplu, dulciuri, ceaiuri, guma de mestecat, reviste, baterii, filme foto, lame de barbierit, produse de igiena s.a.). De regula, aceste produse beneficiaza de o distributie intensiva si au un pret unitar scazut, fiind amplasate in preajma caselor de marcat

Acid-Test Ratio - Una dintre cele trei proportii folosite pentru a evalua lichiditatile unei firme; se calculeaza prin impartirea banilor lichizi la cheltuielile curente. Celelalte doua sunt Current Ratio (proportia curenta) si Quick Ratio (proportia rapida). (English - One of three ratios commonly used to evaluate a firm's liquidity; calculated by dividing cash by current liabilities. The other two are Current Ratio and Quick Ratio)

Acoperire - In general, termen utilizat in marketing pentru a desemna numarul de persoane care fac obiectul unei actiuni comerciale. In distributie, acoperirea pietei indica masura in care numarul de intermediari ai retelei de distributie asigura acoperirea geografica a pietei-tinta cu marcile firmei. Acoperirea unui sector de vanzare de catre forta de vanzare a firmei indica numarul de clienti contactati de un agent comercial, in decursul unei perioade de timp. In publicitate: acoperirea utila reprezinta numarul (procentul) de persoane al pieteitinta care au cel putin o ocazie de a receptiona un mesaj publicitar, in timpul unei campanii media; acoperire bruta: numarul (procentul) de persoane expuse, cel putin o data, unei campanii publicitare

Acrosaj publicitar - Element (termen, desen, imagine fotografica, semn grafic, blurb, slogan, jingle s.a.), parte a unui mesaj sau campanie publicitara, folosit in marketing pentru a ilustra capacitatea unei reclame/unei oferte (promotionale) de a atrage atentia, de a starni interesul, incitand cumparatorul (cititorul, auditorul, telespectatorul) sa vina in contact cu mesajul sau cu marca respectiva, la locul de prezentare sau de vanzare. Exemplu de cuvinte-cheie, folosite intr-o campanie de mailing (atrag atentia si indeamna la actiune): NOU!, INCREDIBIL!, PROFITATI IMEDIAT!, ACUM!, SANSA UNICA! etc (V. teasing). In operatiunile gen couponing (actiune de promovare a vanzarilor printr-un anunt de presa cu cupon de raspuns), termenul acrosaj evoca promisiunea conferita de titlul mesajului redactional (element care, se apreciaza, este de 5-7 ori mai citit decat continutul propriu-zis). Acesta trebuie sa "acroseze" cititorul, sa-l incite sa citeasca mesajul. Actiune de atragere a clientelei intr-un magazin prin prezentarea - la intrare, in vitrine, in standuri special amenajate etc - unor produse foarte atractive (produse de atractie, oferte promotionale s.a.)

Action Program - Un plan detaliat care arata cum vor fi manageriate si implementate cele mai importante probleme de marketing, cine le va pune in aplicare si cand. (English - A detailed plan showing how major marketing tasks will be managed and implemented, who will do them, and when)

Actionability - Una dintre cele patru conditii importante (alaturi de accesibilitate, masurabilitate si substantialiate) pentru o segmentare de marketing adecvata; prin actionabilitate se intelege ca segmental vizat trebuie sa aiba o marime adecvata pentru resursele de control ale companiei. (English - One of the major requirements (with accessibility, measurability and substantiality)

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for useful market segmentation; actionability expresses the notion that the segment targeted must be of an appropriate size for the company's resources to handle)

Actual Product - Trasaturile tangibile ale unui produs, incluzand stilul, nivelul de calitate, numele brandului, ambalajul; se mai numeste produs formal sau produs tangibil; vezi Augmented Product, Core Product. (English - The tangible features of a product, including styling, quality level, features, brand name and packaging; also called the Formal Product or Tangible Product. See Augmented Product; Core Product)

Ad Hoc Marketing Research - Cercetare de marketing realizata ca raspuns la o problema specifica, necesar sa fie facuta numai o data. (English - Marketing research conducted in response to a specific, one-time-only need)

Adaptation Approach to Pricing - O abordare in marketingul global in care organizatia permite unui afiliat sau unui subsidiar sa stabileasca pretul dezirabil, care aduce profit pentru regiunea sa; se mai numeste si abordare policentrica. Vezi Extension Approach (abordarea extensionala), Geocentric Approach (abordarea geocentrica). (English - An approach in global marketing in which an organisation allows an affiliate or subsidiary to set the most desirable price, provided it is profitable, in its own region; also referred to as the Polycentric Approach. See also Extension Approach; Geocentric Approach)

Adaptive Control System - Un sistem de control de marketing care permite sa fie facute schimbari in ceea ce priveste obiectivele de marketing si standardele de performanta in timpul unei perioade de planificare; un sistem de control de marketing proactiv; vezi After-the-Fact Control System; Marketing Control System; Reactive Marketing Control System; Steering Control System. (English - A system of marketing control which allows for changes to be made to marketing objectives during a planning period as well as to the performance to meet the objectives; a pro-active marketing control system. See After-the-Fact Control System; Marketing Control System; Reactive Marketing Control System; Steering Control System)

Adaptivising - Filosofie de planning care implica intentia unei firme de a mentine si extinde operatiunile prezente; a face mai bine lucrurile in viitor decat au fost ele facute in trecut. Vezi, Optimising, Satisficing. (English - A planning philosophy implying a firm's intention to continue to maintain, and expand, its present operations; to do better things in the future than have been done in the past. See Optimising; Satisficing)

Added Value - Valoarea adaugata a ofertei unei firme ca rezultat al activitatii de marketingului; patru factori care genereaza valoarea adaugata sunt trasaturile, calitatea, perceptia consumatorului (sau imaginea) si exclusivitatea. (English - The increased worth of a firm's offering as a result of marketing; four factors which generate the additional value are features, quality, customer perception (or image) and exclusiveness)

Adjacencies - Perioade de timp imediat inainte si dupa o emisiune de televiziune, folosite in mod normal ca pauze de publicitate intre programe. (English - Time periods immediately before and after a television program, normally used as a commercial break between programs)

Administered Prices - O stabilire a pretului orientata pe costuri; este o abordare in care firma stabileste preturile in functie de considerente de interior, si nu in functie de consumator. (English - Cost-oriented pricing in which a firm bases its prices on considerations within the firm rather than on customer considerations)

Administered Vertical Marketing System - Un sistem coordonat de distributie in care fluxul produselor de la producator la utilizatorul final este controlat de un membru puternic al sistemului, si nu de prevederile contractuale sau punerea in comun a proprietatii. Vezi Contractual Vertical Marketing System; Conventional Marketing System; Corporate Vertical Marketing System; Vertical Marketing System. (English - A co-ordinated system of distribution channel organisation in which the flow of products from producer to end-user is controlled by the power and size of one member of the channel system rather than by common ownership or contractual ties. See Contractual Vertical Marketing System; Conventional Marketing System; Corporate Vertical Marketing System; Vertical Marketing System)

Administrare a chestionarului - Modalitate de completare/gestionare a intrebarilor unui chestionar (costul administrarii depinde de metoda de esantionare si de populatia mama vizata), astfel:administrare realizata de recenzor:- fata in fata: la domiciliu (tehnica adaptata pentru chestionare mai lungi, actiune precedata de un preaviz); la locul de munca/la birou (adaptata pentru teme avand o stransa legatura cu activitatea profesionala a subiectului); pe strada (cea mai folosita tehnica, permite interogarea unui numar mare de persoane, cu costuri mai reduse comparativ cu ancheta la domiciliu);- prin telefon - tehnica adaptata pentru anchete efectuate in mediul profesional (chestionar scurt, durata a interviului sub 15 minute);- autoadministrare (completarea chestionarului se face de subiect);- chestionar transmis prin posta - prezentat cu claritate si insotit de instructiuni de completare, precum si de un plic timbrat pentru raspuns (cost modic, rata de raspuns cuprinsa intre 3 si 10% si 10-15% chestionare ce nu pot fi exploatate);

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- chestionar transmis prin suport telematic: Minitel (in Franta), Internet (raspuns rapid, reprezentativitate insa nesatisfacatoare). Este o tehnica utilizata in deosebi pentru panele si anchete omnibus

Adnorm - Instrument de masura care stabileste media de citire a publicatiilor tiparite pentru o perioada de mai mult de doi ani, folosit ca etalon pentru compararea unor reclame specifice. (English - A measure of readership averages for print publications over a two-year period, used as a baseline for comparing specific ads to an average)

Adoption of Innovation Curve - O curba normala de distributie care ilustreaza faptul ca dorintele si pregatirea clientilor variaza semnificativ in cumpararea noilor produse. Vezi Diffusion of Innovation. (English - A normal distribution curve illustrating the fact that customers vary widely in their willingness or readiness to purchase new products. See Diffusion of Innovation)

Adoption Process - Serii de stagii, incluzand constientizarea, interesul, evaluarea, procesul si respingerea sau adoptarea, prin care trec consumatorii in procesele de luare a deciziei de cumparare; se mai numeste si Adoption Sequence (secventa de adoptie). (English - The series of stages, including awareness, interest, evaluation, trial and rejection or adoption, which consumers go through in their decision-making process; also called the Adoption Sequence)

Adoption Rate Determinants - Factori care influenteaza rata de absorbtie a unui produs nou. Vezi Communicability; Compatibility; Complexity; Divisibility; Relative Advantage. (English - Factors which influence the rate of adoption of a new product. See Communicability; Compatibility; Complexity; Divisibility; Relative Advantage)

ADSL - Asymmetric Digital Subscriber Line. O tehnologie care permite transferul de date intre linii telefonice la viteza mare. Rata de transfer este de obicei intre 1,5 si 9 megbiti pe secunda – suficient de buna pentru a furniza la cerere mesaje video pentru TV sau computere. (English - Asymmetric Digital Subscriber Line. A technology that allows data to be transferred over telephone lines at high speed. Data flow is typically between 1.5 and 9 megabits per second – high enough to deliver video on demand to TVs or PCs (see Bit))

Adstock - Un termen folosit in cercetarea/modelarea de piata pentru a denumi suma GRP in perioada curenta si proportia GRP din perioadele precedente al carui effect, de obicei advertising recall, se presupune a fi continuat in perioada curenta. Acesta este calculate de obicei ca o proportie constanta care se continua de la o perioada la alta. (a se vedea definitiile GRP, Carry Over – trades cu “a continua”) (English - A term used in market modelling to mean the sum of GRPs in the current period plus a proportion of the GRPs from previous periods whose effect, normally advertising recall, is estimated to have carried over into the current period. This is usually calculated as a constant proportion carried over from one period into the next (see Carry-Over, GRPs))

Advance premium - Recompensa care este promisa consumatorului cu conditia unei cumparari ulterioare. (English - A premium provided to a consumer, on the condition of some later purchase)

Adversarial Shopper - Consumator al carui comportament de cumparare este caracterizat de determinarea de a primi ceva bun la un pret mic; vanator de chilipiruri, unul care vede orice pret ca negociabil. (English - A consumer whose shopping behaviour is characterised by a determination to get good value at a low price; a bargain hunter; one who regards all prices as negotiable)

Advertising Agency - O firma specializata in creatia, design-ul, plasarea in media a reclamelor si in planning-ul si executia campaniilor promotionale. (English - A firm specialising in the creation, design and media placement of advertisements, and in the planning and execution of promotional campaigns)

Advertising Allowance - Discount acordat unui retailer de catre un furnizor al carui brand sau produs este promovat in revista, televiziunea sau radioul magazinului, in cataloage, flyere sau in obiecte promotionale similare. (English - A discount given to a retailer by a supplier whose brand or product is featured in the store's newspaper, television or radio advertising or in catalogs, flyers or similar promotional pieces)

Advertising Budget - Suma alocata pentru o anumita perioada pentru cheltuielile de advertising; se mai numeste Advertising Allocation sau Advertising Appropriation. (English - The sum allocated in a particular accounting period for expenditure on advertising; also called an Advertising Allocation or an Advertising Appropriation)

Advertising Copy - Continutul si contextul mesajului inclus in reclama. (English - The content and context of a message contained in an advertisement)

Advertising Effectiveness - Gradul in care obiectivele unei reclame sau ale unei campanii de advertising au fost atinse; eficienta este in mod normal cuantificata prin masurarea efectului campaniei asupra vanzarilor, constientizarii brand-ului, preferarii brand-ului etc. Vezi Communication Effect of Advertising (efectul advertisingului asupra comunicarii); Sales Effect of Advertising (efectul advertisingului asupra vanzarilor). (English - The degree to which the objectives of an advertisement or advertising

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campaign have been achieved; the effectiveness is commonly gauged by measuring the effect on sales, brand awareness, brand preference, etc. See Communication Effect of Advertising; Sales Effect of Advertising)

Advertising Elasticities - Masurarea efectului pe care il au diverse niveluri de advertising asupra altor variabile de marketing; de exemplu, masurarea efectului de nivel inalt de advertising asupra perceptiei pe care o are consumatorul despre pret, sau masurarea efectului nivelului mic de advertising asupra perceptiei pe care o are consumatorul in ceea ce priveste calitatea produsului. (English - Measurements of the effect on other marketing variables of various levels of advertising expenditure; for example, measurement of the effect of high levels of advertising on consumer perceptions of price, or the measurement of the low levels of advertising on consumer perceptions of product quality)

Advertising Goal - O anumita cerinta de comunicare care trebuie indeplinita pe o audienta vizata intr-o anumita perioada de timp. (English - A particular communication task to be accomplished with a specific target audience in a given period of time)

Advertising Media - Canale (cum ar fi ziarele si revistele, televiziunile, radiourile, cinematograful, posterele etc) folosite in comunicare pentru a mijloci legatura dintre organizatia care face advertising si clientii ei. (English - Outlets or vehicles (for instance, newspapers and magazines, television, radio, cinema, posters, etc) used in communication between advertisers and customers)

Advertising Message - Idea centrala, esenta sau tema unei reclame. (English - The central, underlying idea or theme within an advertisement)

Advertising Objectives - Tinte si intentii precise ale unei reclame (de exemplu, sa informeze, sa persuadeze, sa reaminteasca). (English - Specific aims or intentions of an advertisement (for example, to inform, to persuade, to remind))

Advertising Plan - O expunere explicita a obiectivelor pe care campania publicitara trebuie sa le atinga, a felului in care aceste obiective trebuie atinse si a felului in care se va determina daca respectiva campanie si-a atins cu succes obiectivele. (English - An explicit outline of what goals an advertising campaign should achieve, how to accomplish those goals, and how to determine whether or not the campaign was successful in obtaining those goals)

Advertising Planning Process - Pasii care se fac in planificarea unei campanii publicitare; pasii includ identificarea pietei tinta, stabilirea obiectivelor de advertising, dezvoltarea unui buget de advertising, dezvoltarea strategiilor de advertising, selectarea canalelor mediatice adecvate si evaluarea eficientei. (English - The steps or stages taken in planning an advertising campaign; the steps include identifying the target market, establishing the advertising objectives, developing the advertising budget, developing the advertising strategies, selecting the appropriate media, and evaluating the advertising effectiveness)

Advertising Platform - Elementele de baza sau standardele de vanzare pe care o companie doreste sa le includa intr-o campanie de advertising. (English - The basic issues or selling points that a company wishes to have included in an advertising campaign)

Advertising Recall - Un mod de a masura ce parte a unei reclame este amintita. Ar trebui diferentiata de awareness – amintirea oricarei reclame a unui brand(a se vedea Awareness). (English - A measure of what content of an advertisement is remembered. Should be distinguished from awareness, a measure of remembering seeing any advertisement(s) for a brand (see Awareness))

Advertising Research - Cercetare facuta pentru a testa eficienta advertisingului; poate sa includa pre-testari si post-evaluari ale unor reclame specifice sau ale unor campanii. Studiile asupra afectelor comunicarii au ca scop sa masoare daca advertisingul comunica sau nu eficient; cercetarile facute pe efectul vanzarilor are ca scop sa masoare daca advertisingul produce un nivel dezirabil de vanzari. (English - Research done to test the effectiveness of advertising; this may include the pre-testing and post-evaluating of specific advertisements and campaigns. Communication-effect research attempts to measure whether the advertising communicates effectively; sales-effect research attempts to measure whether it produces the desired level of sales)

Advertising Specialty - Un produs imprimat sau care poarta un logo sau un mesaj promotional. Se mai numeste si produs promotional. (English - A product imprinted with, or otherwise carrying, a logo or promotional message. Also called a promotional product)

Advertising Target - Intreaga piata sau o parte a ei, pe care firma doreste sa o atraga cu ajutorul reclamei. (English - The entire market, or some part of it, which a firm wishes to attract with its advertisement)

Advertising-to-Editorial Ratio - Proportia dintre spatiul publicitar si continutul editorial intr-un ziar sau intr-o revista. (English - The measure of the proportion of advertising space to editorial matter in a newspaper or magazine)

Advertising-to-Marketing Ratio - O masura de control de marketing folosita sa determine daca resursele cheltuite pe advertising intr-o perioada data au depasit limita normala; cheltuielile pe advertising sunt exprimate in procente din totalul cheltuielilor de

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marketing. (English - A marketing control measure used to determine whether the amount spent on advertising in a given period was excessive; total advertising expenditure is expressed as a percentage ot total marketing expenditure)

Advertising-to-Sales Ratio - Masura de control de marketing folosita sa datermine daca resursele cheltuite pe advertising intr-o perioada data au depasit limita normala; cheltuielile totale de advertising sunt exprimate ca procent dintr-un total al veniturilor totale din vanzari. (English - A marketing control measure used to determine whether the amount spent on advertising in a given period was excessive; total advertising expenditure is expressed as a percentage of total sales revenue)

Advertorial - Un hibrid intre publicitate si jurnalism intalnit mai ales in reviste. Clientul plateste echipa editoriala sa scrie un articol ce ii prezinta produsul in stilul acelei reviste in speranta de a induce asupra acelui produs/serviciu valorile revistei. (English - An advertisement/editorial hybrid found mainly in magazines. The advertiser pays the editorial team to produce a feature endorsing his product in the style of that magazine, in the hope of conferring the magazine’s values upon the product or service)

Advertorial Advertising - Advertising prin intermediul caruia organizatia isi declara pozitia cu privire la o problema de interes public (de obicei, un subiect controversat). Vezi Advocacy Advertising. (English - Advertising in which the sponsoring organisation declares its position on a matter of public interest (usually of a controversial nature). See Advocacy Advertising)

Advocacy Advertising - Un mesaj platit, sponsorizat de o organizatie care prezinta un punct de vedere cu privire la un subiect controversat de interes public. Vezi Advertorial Advertising. (English - A paid, overtly-sponsored communication or message which presents information or a point of view on a controversial public issue, idea or cause. See Advertorial Advertising)

Affinity - O expunere in relatie, exprimata in procente, a doua tipuri de public la un anumit mediu sau reclama din acel mediu. Cunoscut si sub denumirea de “conversie”. (English - The relative exposure, expressed as a percentage, of two discrete audience types to a given medium or advertising within it. Also known as ‘conversion’)

Affinity Marketing - Activitate de marketing care se adreseaza indivizilor care impartasesc interese comune, lucru care ii predispune la cumpararea unui produs, de exemplu un fabricant de accesorii auto care se adreseaza cititorilor de reviste despre masini. De asemenea, o campanie sponsorizata de un numar de organizatii non-competitive, dar care au un anumit interes comun. (English - Marketing targeted at individuals sharing common interests that predispose them towards a product, e.g. an auto accessories manufacturer targeting motoring magazine readers. Also, a campaign jointly sponsored by a number of disparate organisations that are non-competitive but have a particular interest in common)

Affirmative disclosure - O parte din informatia continuta de o reclama, care este inclusa la cererea unei autoritati (CNA, de exemplu), fara a se tine cont de firma care face publicitate. Aceasta parte de informatie deseori atrage atentia asupra unor limitari ale produsului sau ale ofertei facute in reclama. (English - A disclosure of information in an advertisement, required by the Federal Trade Commission or other authority, that may not be desired by the advertiser. This information frequently admits to some limitation in the product or the offer made in the advertisement )

Afis publicitar - Imprimat avand un format variabil, care contine un mesaj publicitar sub forma de text scurt (slogan), desen sau fotografie. Este tiparit pe hartie (offset sau prin serigrafie) si este expus pe o suprafata verticala, in scopul vizualizarii de la distanta

Afisaj - Media de masa cu o destinatie publicitara evidenta, ce permite o puternica comunicare de notorietate - prin imagine (continut creativ puternic, nu insa si o veritabila argumentatie); media promotional utilizat atat pentru campanii de sustinere cu impact local, cat si pentru campanii nationale de anvergura, si care include afisajul urban, rutier, mobil (pe mijloace de transport), pe mobilierul urban sau alte forme (in aeroporturi, statiuni turistice, parcari etc).Detine o pozitie privilegiata ca mijloc de comunicare pentru persoanele care se deplaseaza in orase (media de proximitate), pe sosele sau in spatii publice (audienta acestui suport se masoara prin numarul de persoane care au posibilitatea sa observe afisul/panoul publicitar respectiv - slaba din punct de vedere al selectivitatii). Exemplu: -panotaj exterior de dimensiuni mari (spre exemplu, 4 x 3 m sau mai mult, cu una sau doua fete, iluminate) - panouri amplasate stradal, pe suporturi fixe, pe peretii sau pe acoperisul cladirilor (engl. - roof-tops); - panouri (de format 1,1 x 1,6 m, iluminate) amplasate in statiile mijloacelor de transport in comun (engl. - bus shelters advertising), in statiile de metro, gari, aeroporturi s.a.; - afisaj mobil (pe partile laterale si spatele mijloacelor de transport public, in deosebi). V. publicitate exterioara

Afisaj dinamic/mobil - Forma de afisaj care utilizeaza drept purtatori ai mesajelor promotionale mijloacele de transport - public, atat cele clasice (autobuze, tramvaie, troleibuze, maxi-taxi, metrou, inclusiv statii, gari), cat si altele, mai putin obisnuite (telecabine, telegondole, mijloace aeriene) -, tiruri, vagoane feroviare (engl. - cross-tracks advertising) s.a. V. publicitate exterioara, bus side

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After Sales Service - Servicii primite dupa ce bunurile sau serviciile au fost deja platite. (English - Services received after the original goods or service have been paid for)

After-the-Fact Control System - Sistem de control de marketing in care la finalul unei perioade de planning sunt facute corecturi cand rezultatele sunt sub asteptari; sunt facute rectificari cu scopul de a imbunatati situatia pentru perioada urmatoare de planning. Vezi Adaptive Control System; Marketing Control System; Reactive Marketing Control System; Steering Control System. (English - A system of marketing control in which corrective action is taken at the end of a planning period when marketing performance does not meet expectations; changes are made in an attempt to rectify the situation for the next planning period. See Adaptive Control System; Marketing Control System; Reactive Marketing Control System; Steering Control System)

Agate Line - Spatiu de publicitate intr-un ziar de 14 inch pe 1 inch, adesea denumita simplu “linie”. O alternativa mai putin folosita la masurile “coloanelor inch” de afisare a spatiului de media. 14 agate lines = 1 inch pe o coloana( a se vedea SCC, SCI). (English - Newspaper advertising space one-fourteenth of an inch deep by one column (col.) wide, often referred to simply as a ‘line’. A lesser-used alternative to ‘column inch’ measurements of display advertising space. 14 agate lines = 1 inch deep by one column wide (see SCC, SCI)

Agency - O institutie ce reprezinta un advertiser, care furnizeaza servicii de creatie, account planning, media( planificarea si cumpararea pentru campanie). In ciuda numelui, majoritatea au statut legal si responsabilitate financiara. (English - A body acting on behalf of an advertiser which will provide services such as creative work, account planning, media planning and buying for the campaign. Despite the name, most have the legal status and financial responsibility of principal)

Agent comercial - Persoana angajata in cadrul echipei de vanzari a unei firme, care comercializeaza produsele acesteia intr-o anumita zona geografica. Noile tehnologii multimedia puse in serviciul activitatilor comerciale permit atat o prezentare virtuala de prestigiu a companiei, a produselor si serviciilor in fata clientilor (spre exemplu, o pagina web), precum si stabilirea unor contacte rapide cu clientii - transmiterea imediata, din teren, a comenzilor de vanzare de agenti prin modem via un calculator portabil echipat cu un lector CD-Rom. V. curtier, comisionar, broker, intermediar. Intermediar, persoana fizica sau firma (mici intreprinzatori), autorizat sa incheie contracte de vanzare-cumparare de produse, sa efectueaze prestari de servicii in numele producatorului/comerciantului (acesta poate actiona in numele uneia sau mai multor firme). Este remunerat cu un procent in functie de rezultatul vanzarilor. Agentul-intermediar nu este angajat al firmei, ci isi desfasoara activitatea in mod independent.

Agentie de presa/de stiri - Organism independent, format din jurnalisti (redactori, editori, reporteri, corespondenti straini/locali - full-time sau part-time etc), avand drept misiune furnizarea de produse si servicii informationale de actualitate, in una sau mai multe limbi, diverselor medii (presa scrisa, TV, radio, site-uri web) - sub forma de stiri brute (fara comentarii), reportaje, articole redactionale, analize, sinteze, rapoarte -, notite de o ilustratie bogata etc. Exemple: Agence France Press (AFP), Associated Press (AP), Reuters, UPI (United Press International), Dow Jones, MTI, EFE, Novosti, China Noua etc. Agentii media interne (furnizoare de informatii pentru presa scrisa si audiovizuala, interna si internationala): Mediafax (www.mediafax.ro), Rompres, A.M. Press, A.R. Press, Euro Aqua Press - EAP s.a.

Agentie de publicitate - Firma de specialitate, alcatuita din creatori si tehnicieni, care activeaza in domeniul activitatii promotionale, in serviciul unui client (beneficiar). Agentiile de publicitate moderne au mai multe departamente: creatie, cercetare, productie, media, control s.a. O agentie poate oferi toata gama de servicii publicitare sau poate fi specializata pe anumite servicii (creatie, productie, studii de piata, media planning and buying, direct mail, corporate identity etc), precum si pe domenii de activitate (produse cosmetice, produse alimentare, bauturi racoritoare, transporturi etc). Agentie proprie (engl. - in-house advertising agency): agentie care desfasoara activitatea in cadrul companiilor mari (avand alt obiect de activitate), echipa de specialisti provenind din staff-ul propriu.Agentie/un grup de publicitate full-service (fr. - agence tous services) realizeaza urmatoarele genuri de activitati promotionale:-consiliere in marketing: studii de piata, studii de pozitionare pe piata a firmei-client si a produselor acesteia etc;-consiliere in comunicatii: scenarii promotie, realizarea mesajului publicitar, a strategiei media etc;-creatie si productie publicitara audio-video-print: conceperea temei/ideii publicitare si realizarea materiala a diferitelor genuri de mesaje (anunturi tiparite, spoturi radio, filme publicitare video, filme documentare, filme de prezentare la expozitii, emisiuni publicitare radio/TV, grafica de televiziune, animatie, on air promotion, obiecte promotionale s.a.); acestea trebuie sa raspunda obiectivelor de comunicare stabilite de client;-servicii de publicitate online: site web, baze de date, reclama pe Internet etc (V. marketing pe Internet, virtual advertising agency);-cumpararea de spatiu publicitar: selectarea amplasamentelor, negocierea si plasarea mesajelor;-planificare, coordonare, control, evaluare a rezultatelor. Pe baza de comision (cel mai raspandit sistem):- modelul francez (sau clasic) - comision stabilit in raport cu valoarea spatiului publicitar achizitionat de client pentru o campanie determinata (tariful brut negociat). Intrucat acest volum poate varia considerabil in cursul anului, clientul se angajeaza sa

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garanteze agentiei un minimum de plata;- modelul american - comisionul cu care agentia este remunerata (cuantum intre 10 si 12%) va fi incasat de la client la inceputul anului. Se practica in cazul bugetelor in care achizitia spatiului detine o pondere insemnata in raport cu activitatile de creatie; Pe baza de onorariu – in functie de volumul total de timp alocat prestatiilor pe care agentia le realizeaza (sistem practicat, in mod curent, pentru activitatile de consiliere promotionala si in situatiile in care bugetul aferent achizitionarii de spatiu media al clientului este redus); Mixt: comision + onorariu.Exemple de companii de publicitate care activeaza pe piata publicitara din Romania (unele dintre ele, reprezentante ale unor agentii multinationale media de prestigiu): B.V. McCann-Erickson, Ogilvy & Mather, Focus/Publicis, Centrade Saatchi & Saatchi, Graffiti/BBDO, Leo Burnett & Target, Tempo Advertising, Young & Rubicam Bucuresti, Scala/J. Walter Thompson, Headvertising, Grey Advertising, Creative Media etc.Firma independenta, filiala a unei agentii de publicitate sau serviciu in cadrul unui organ de presa care se ocupa cu vanzarea de spatiu publicitar media (remunerarea se face in baza unui comision la valoarea spatiului publicitar vandut).

Agromarketing - Domeniu de specializare al marketingului in agricultura. Intrand in competitie pe piata, producatorul agricol trebuie sa cunoasca cerintele pietei. Productia comerciala pe care o furnizeaza trebuie sa fie de calitate si la un pret care sa-i permita obtinerea de profit - pentru consum, reluarea productiei si pentru investitiile necesare dezvoltarii. Sfera marketingului agricol include intreg fluxul de activitati de la aprovizionarea cu factori de productie si continuand si dupa desfacerea productiei cu urmarirea gradului de satisfacere a nevoilor de consum. Exemple de activitati de cercetare in domeniul marketingului agricol: - analiza volumului si structurii pietei agricole (oferta, cererea, concurenta s.a.); - analiza formarii si evolutiei preturilor produselor agroalimentare, elasticitatea cererii in raport cu pretul s.a.; - analiza distributiei fizice - activitati de colectare, sortare, ambalare, transport, depozitare - a comercializarii produselor agricole etc;- actiuni de promovare comerciala, studii de pozitionare a marcilor pe piata etc.

AIDA - Termen mnemotehnic/acronim folosit in marketing (Strong, 1925), care evoca pasii fundamentali ai unei actiuni de comunicare comerciala/unui plan de vanzare: atragerea atentiei, suscitarea interesului, provocarea dorintei si declansarea achizitiei.

AIDA Concept - Formula folosita in vanzare pentru a produce un raspuns favorabil din partea unui client. Presupunerea este aceea ca un agent de vanzari trebuie mai intai sa faca potentialul client constient de produsul sau (A - awareness), apoi sa-i trezeasca interessul (I - interest), sa-i stimuleze dorinta de cumparare (d - desire) si, in final, sa incurajeze actiunea de cumparare (a - action). Vezi Formula Selling. (English - A formula used in selling to produce a favourable response from a customer. The assumption is that the salesperson must first make the potential customer aware of a product; foster interest; stimulate desire; and, finally, encourage action (to purchase). See Formula Selling.)

AIDCA - Acronim folosit pentru constientizare (awareness), interes (interest), dorinta (desire), convingere (conviction), actiune (action); reprezinta starile mentale care se presupune ca duc la decizia de cumparare din partea clientului. (English - Acronym for Awareness, Interest, Desire, Conviction, Action; mental states which supposedly lead a potential customer to a buying decision. See Formula Selling)

Aided Recall Test - O metoda de post-testare a eficientei unei reclame sau a unei campanii publicitare; persoanelor interogate li se arata produse, nume de brand-uri, simboluri etc, pentru a analiza memoria acestora. Vezi Unaided Recall Test. (English - A method of post-testing the effectiveness of an advertisement or advertising campaign; respondents are shown products, brand names, trademarks, etc to assist their memories. See Unaided Recall Test)

AIO Statements - Expresii ale atitudinilor unei persoane in ceea ce priveste interesul, opinia si parerea despre un anumit produs. Vezi, Psychographics. (English - Expressions of a person's attitudes towards, interests in, and opinions of, a product. See Psychographics)

AIR - Average Issue Readership – Rata de citire a unui articol. Numarul de oameni care sustin ca au citit sau au vazut unul sau mai multe articole ale unei anumite publicatii cu ceva timp in urma de la data interviului de cercetare, perioada egala cu intervalul in care apare publicatia; de exemplu, in ultima luna pentru o aparitie lunara, in ultima saptamana pentru un saptamanal sau cu o zi in urma pentru un cotidian. (English - Average Issue Readership. The number of people who claim to have "read or looked at" one or more issues of a specific publication during a period back from the date of the research interview equal to the interval at which the publication appears, e.g. in the last month for a monthly title, in the last week for a weekly title or in the last day for a daily publication)

Airdate - Data emiterii pe TV a primei reclame dintr-o campanie. (English - The first date a commercial is transmitted on TV)8

AIUAPR - Un model de cumparare: constientizare (awareness), interes (interest), intelegere (undersatanding), atitudine (attitude), cumparare (purchase), cumparare repetata (repeat purchase). (English - Awareness, Interest, Understanding, Attitudes, Purchase, Repeat purchase: a buying decision model)

Ala carte services - O agentie poate sa furnizeze doar anumite servicii pe care clientul si le doreste, si nu neaparat toate serviciile de advertising incluse in pret. (English - Rather than provide all advertising services for one price, an agency may provide only the services that a client wishes to purchase)

All-We-Can-Afford Method - Metoda simpla de determinare a bugetului (pentru advertising sau pentru alte activitati) in care suma alocata este egala cu suma pe care si-o permite organizatia; numita si What-We-Can-Afford Method, Affordable Method sau Metoda Arbitrara. Vezi Advertising Budget Determination. (English - A simple method of determining a budget (for advertising, etc) in which the amount allocated is the amount that can be afforded; also called the What-We-Can Afford Method, the Affordable Method and the Arbitrary Method. See Advertising Budget Determination)

Allowances - Sume scazute de pe o factura in schimbul unei plati prompte, unei cumparari in cantitate mare, unor promotii speciale etc. Vezi Discount. (English - Amounts deducted from an invoice in return for prompt payment, large quantity purchase, special promotions etc of goods and services supplied. See Discount)

Alternative Advertising - Advertising care include alte tipuri de media decat cele traditionale; exemple de publicitate alternativa include semne in parcari, pe carucioarele de cumparaturi, ecrane TV in incinta magazinelor, etc. (English - Advertising which uses media other than the traditional media; examples of alternative advertising include advertising signs on parking meters and supermarket shopping trolleys, in-store video screens, etc)

Alternative Media - Canale mediatice, diferite de cele traditionale, care sunt potrivite pentru a servi scopurilor promotionale; exemple de canale mediatice alternative mai noi sunt cataloagele video si audiotextele. Vezi Video Catalog, Audiotext. (English - Media vehicles, apart from the traditional ones, which are available for promotional purposes; examples of newer alternative media are video catalogs and audiotext. See Video Calalog; Audiotext)

AM - Amplitude Modulation. Unda radio care poarta un semnal la o frecventa stabilita, dar la o amplitudine variabila. De obicei la un grad de fidelitate mai scazut decat FM-ul. Un post de radio AM transmite mono. (English - Amplitude Modulation. Radio waveband carrying a signal at a fixed frequency but variable amplitude. Generally of lower fidelity than FM. An AM radio station broadcasts in mono sound (see FM))

AMA - Asociatia Americana de Marketing, cea mai mare organizatie profesionala in domeniu, fondata in 1937 incluzand marketeri, profesori, studenti etc (45.000 de membri, din 92 de tari, in 2000). Publica bisaptamanalul Marketing News si revistele trimestriale Journal of Marketing (1936) si Journal of Marketing Research (1964), cu difuzare internationala (www.ama.org).

Ambalaj - Totalitatea elementelor destinate protectiei unui produs/lot de produse, in scopul mentinerii calitatii si integritatii pe timpul manipularii, transportului, depozitarii, desfacerii si consumului si pentru inlesnirea acestor operatiuni. Notiunea de ambalaj corespunde notiunii comerciale de tara. Modul de ambalare a produselor, materialele din care sunt realizate ambalajele, designul etc, influenteaza decisiv succesul comercial al marcii.Ambalajul modern nu se limiteaza doar la protectia fizica a produsului, ci constituie un mijloc important de comunicare intre produs-producator si consumator, in deosebi la vanzarea prin autoservire. Alaturi de o serie de functii tehnice (rol de protectie impotriva umiditatii, prafului, socurilor, contaminarii s.a., de conservare, manipulare, depozitare, distributie fizica), ambalajul indeplineste importante functii comerciale si de marketing, cum sunt:-semnalizare (la locul de vanzare), atragerea atentiei clientelei - prin forma, dimensiune, grafica, culoare, miros etc, constituind un veritabil prim suport media (V. promovare prin ambalaj); -informarea consumatorului privind mentiunile legale: originea, compozitia, clasa de calitate, modul de utilizare, termenul de valabilitate, pretul unitar (V. eticheta); -facilitarea identificarii, precum si diferentierea usoara a tipului de produs pe care il contine fata de produsele concurente s.a. Rezistenta la schimbare este, uneori, puternica (vezi cutiile tetra-pack, folosite cu succes la ambalarea bauturilor racoritoare, a laptelui, care nu s-au impus insa si pentru vinul de masa).Exemple de ambalaje din folie de plastic utilizate la ambalarea produselor alimentare: - folie coextrusa multistrat pentru ambalarea in vid a alimentelor umede cu continut de grasime (mezeluri, carne cruda si tocata etc), avand stratul-bariera in exterior sau in interior;- folie multistrat, cu bariera la gaze, pentru ambalarea in vid a branzeturilor si a alimentelor care nu produc suc;- folie multistrat pentru ambalarea alimentelor care lasa suc (carne, peste, branzeturi), a alimentelor care degaja arome (cafea, cacao, condimente), a alimentelor care necesita tratamente termice (pizza), a laptelui, bauturilor, legumelor, fructelor etc.Tiparirea flexografica a ambalajelor cunoaste, in ultimii ani (in functie de suport), o dezvoltare dinamica - fata de procedeele clasice (offset, rotogravura, serigrafie)

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Ambalaj de desfacere - Ambalaj conceput si realizat pentru a indeplini functia de unitate de vanzare si care ajunge la consumator impreuna cu produsul, fara sa constituie o unitate independenta de transport. Spatiul ramas neocupat in interiorul unui ambalaj, dupa ce a fost introdus produsul, poarta numele de spatiu mort. Ambalaj-cadou: ambalaj special/exceptional al unui produs/lot de produse (bauturi, produse cosmetice, dulciuri s.a.), oferit gratuit, in scop promotional, odata cu vanzarea produsului principal. Obiectiv: fidelizarea clientelei, incitare la zapping in favoarea marcii, comunicare (cresterea vizibilitatii, imbunatatirea imaginii, aport relational). Exemplu: cadou sub forma unei huse de protectie oferit cumparatorului unui aparat electrocasnic sau un toc de protectie pentru o rama de ochelari, o cana inscriptionata cu numele marcii oferita gratuit primilor 2.000 de cumparatori ai unui pachet de cafea, etc.

Ambalaj de prezentare - Ambalaj de desfacere utilizat, in acelasi timp, la prezentarea produsului si reclama (ca mijloc de semnalizare si de atragere a atentiei cumparatorului). Ambalaj reutilizabil (fr. - emballage reutilisable): ambalaj special, ce poate fi folosit o perioada indelungata ca accesoriu menajer (exemplu: pahare de mustar, cutii metalice pentru zahar, cafea s.a.), avand rol de promovare a vanzarilor marcii.

Ambient Media - Termen folosit pentru a descrie gama de forme neconventionale de advertising exterior – de la vederi, pana la reclame pe dopuri, bilete de autobuz si bonuri, pana la avioane. (English - Term used to describe the range of non-traditional forms of out-of- home advertising, ranging from postcards to ads on takeaway lids, bus tickets or shopping receipts to airships)

Amiable (Social Style) - Unul dintre cele patru stiluri sociale (impreuna cu analitic, conducator si expresiv) folosite de obicei pentru a clasifica agentii de vanzari si clientii in termenii abordarii actului de comunicare; amabilii sunt caracterizati de feeback ridicat si asertivitate scazuta. Vezi Analytical; Driver; Expressive; Assertiveness; Responsiveness; Social Style. (English - One of four social styles (with Analytical, Driver and Expressive) commonly used to classify salespeople and their customers in terms of their communication approach; Amiables are characterised by high responsiveness and low assertiveness. See Analytical; Driver; Expressive; Assertiveness; Responsiveness; Social Style)

Analiza concurentiala - Studierea punctelor forte si a slabiciunilor unei firme/marci pe o piata, in raport cu oferta concurentei (cu liderul de piata sau cu firmele care detin o pozitie apropiata). Acest studiu trebuie sa permita identificarea avantajelor concurentiale ale firmei.

Analiza plurifactoriala - Analiza a portofoliului de activitati a unei firme, structurata pe o serie de criterii de evaluare a performantelor sale si a atractivitatii pietei (cota de piata, rata de crestere, capacitatea firmei). Exemple de modele de analiza plurifactoriala: BCG (Boston Consulting Group), McKinsey/General Electric, ADL (Arthur Doo Little).

Analiza SWOT - Termen mnemotehnic, format din initialele in limba engleza a elementelor de analiza utilizate in marketing planning: atuurile (forta) companiei, punctele slabe, oportunitatile si riscurile (amenintarile). Primii doi factori sunt factori interni de influenta, iar ceilalti doi sunt factori externi.

Analytical (Social Style) - Unul dintre cele patru stiluri sociale (impreuna cu amabil, conducator si expresiv) folosite de obicei pentru a clasifica agentii de vanzari si clientii in termenii abordarii actului de comunicare; analiticii sunt caracterizati de feeback scazut si asertivitate scazuta. Vezi Aimable; Driver; Expressive; Assertiveness; Responsiveness; Social Style. (English - One of four social styles (with Amiable, Driver and Expressive) commonly used to classify salespeople and their customers in terms of their communication approach; Analyticals are characterised by low responsiveness and low assertiveness. See Amiable; Driver; Expressive; Assertiveness; Responsiveness; Social Style)

Ancheta colectiva - Cercetare de piata cantitativa, repetitiva (spre deosebire de o ancheta punctuala), ce permite cuantificarea unui fenomen o perioada lunga de timp (furnizeaza in mod regulat si continuu informatii specifice - asupra vanzarilor, cumpararilor sau distributiei unei game de produse/marci, asupra audientei unor suporturi publicitare, concurentilor s.a.). Acest tip de studiu include:-ancheta multiclient - un numar de firme beneficiare solicita realizarea unui studiu colectiv, avand unu sau mai multe subiecte de interes comun (si avantajul impartirii costurilor). Din aceasta categorie fac parte ancheta omnibus si barometrul de analiza;-panele (ale consumatorilor, distribuitorilor, de audienta, mixte s.a.).

Ancheta prin sondaj - Cercetare cantitativa selectiva, tehnica bazata pe folosirea chestionarului; consta in alegerea unui esantion reprezentativ, format din clientela potentiala a firmei, pe care se testeaza/analizeaza un set de caracteristici, spre exemplu: preferintele/atitudinea consumatorilor fata de o marca lansata pe piata de firma, intentiile de cumparare, eficienta fortei de vanzare sau unei campanii promotionale etc. Culegerea informatiilor se poate face prin interviu direct (fata in fata - la domiciliu, in magazin, pe strada), telefonic, prin Internet, prin corespondenta (chestionare transmise prin posta), prin chestionare de tip autocompletare, panel, grup focus, test de magazin s.a. (V. administrare a chestionarului). Pentru ca rezultatele cercetarii sa poata fi generalizate (sa capete relevanta)

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pentru intreaga populatie analizata este necesar ca sondajul sa fie efectuat pe un esantion reprezentativ (a carui marime va fi stabilita prin diverse metode de esantionare).O ancheta in care este supusa unor investigatii complexe intreaga populatie a unei tari (sau regiuni) poarta numele de recensamant (engl. - census survey, fr. - recensement, it. - censimento delle popolazione). V. sondaj de opinie

Anchor Store - Un punct de vanzare cu amanuntul foarte popular, plasat intr-un mall, cu scopul de a castiga o clientela fidela. (English - A popular, major retailer located within a shopping mall to attract mall patronage)

Angrosist - Distribuitor, intermediar specializat care cumpara marfuri de la producatori in cantitati mari, in vrac (engl. - in bulk) si le revinde detailistilor, transformatorilor, altor utilizatori profesionali, comercianti etc, in cantitati mai mici. Angrosistii pot sa ofere servicii complete (stocarea marfii, finantare, livrare la sediul clientilor, forta de vanzare, asistenta de management) sau pot oferi servicii limitate furnizorilor si clientilor (gen cash and carry, rack jobbers, agenti de expeditie - drop shippers, cooperative de productie - asociatii de ferme aflate in proprietatea fermierilor, ale caror produse sunt destinate vanzarii pe pietele locale).

Ansoff Matrix - Instrument gandit de Igor Ansoff care ofera o structura logica de intelegere si dezvoltare a obiectivelor de marketing; baza matricei consta in gradul de a vinde caracteristica de noutate a produsului si a pietelor care sunt vizate. (English - A tool, devised by Igor Ansoff, to provide a logical framework for the understanding and development of marketing objectives; the basis of the matrix is the degree of newness of the products to be sold and of the markets to be targeted)

Answer Print - Versiunea finala a unei reclame de televiziune, pregatita pentru aprobarea clientului. Poate sa mai aiba nevoie de corecturi de culoare, etc. (English - The final edited version (print) of a television commercial, for approval by the client. It may still need color correction, etc)

Anticipatory Pricing - Practica de a stabili un pret mai mare decat in mod normal in vederea asteptarii unei inflatii a costurilor, o reglementare guvernamentala de pret, sau alte circumstante de mediu. (English - The practice of setting a somewhat higher price than would otherwise have been chosen in expectation of cost inflation, government price control, or similar environmental circumstance)

Anunt publicitar - Mesaj promotional media, reclama platita, cuprinzand, in functie de suport, un ansamblu de cuvinte (titlu, subtitlu, acrosaj, elemente grafice, ilustratie foto, text, slogan, incheiere etc), reprezentari (simbol, desen, culori, forme etc), precum si fond muzical, dialoguri, scenarii etc, menite sa asigure o perceptie cat mai clara si puternica de catre public. Exemplu (elementele avand cel mai puternic impact sunt evidentiate cu majuscule): TITLU DE ACROSARE, subtitlu, ILUSTRATIE, text-argumentatie, text explicativ, prezentarea ofertei, LOGO, SLOGAN, INCHEIERE. In promovarea vanzarilor, anunt publicitar publicat in presa scrisa, insotit de un cupon pentru raspuns.

AOC - Denumire de origine controlata; mijloc de certificare a calitatii produselor agroalimentare, utilizat de producatori in scopuri comerciale. Exemplu: la vin (in 2000, a fost infiintat in Romania Oficiul National al Denumirilor de Origine pentru Vinuri - ONDOV), la camembert (in Franta - nu poate fi produsa decat in cinci departamente: Calvados, Eure, Manche, Orne, Seine-maritime) etc.

Approach - Stadiu din procesul vanzarii in care agentul de vanzari contacteaza un potential client pentru a stabili o intalnire sau pentru a prezenta un produs. (English - The stage in the selling process in which a salesperson contacts a potential customer to make an appointment or to present a product)

Area Market Potential - Estimarea unei cantitati de vanzari, in unitati sau in bani, pentru un anumit teritoriu sau regiune in conditiile unui anumit nivel de efort de marketing al industriei. (English - An estimate of the amount of sales, in units and dollars, that might be possible in a given territory or region under a given level of industry marketing effort under given environmental conditions)

Area Market Specialist - Un manager de marketing, cu bune cunostinte locale, care este plasat intr-o piata distincta si de cote mari pentru a sustinte efortul de vanzare. (English - A marketing manager, with good local knowledge, located in a high-volume, distinctive market to support the sales effort)

Area of Dominant Influence - Zona geografica dominata de un anumit post de televiziune, care are mai multi telespectatori decat alte televiziuni; se mai numeste si zona de marketing a postului (Designated Marketing Area - DMA). (English - The geographic region covered by a particular television station and where it holds a greater share of viewers than all the other broadcasting stations; also referred to as the station's Designated Marketing Area (DMA))

Art proof - Munca artistica pentru o reclama, care trebuie aprobata de client. (English - The artwork for an ad, to be submitted for client approval)

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Artwork - Componenta vizuala a unei reclame, fara a include textul. (English - The visual components of an ad, not including the typeset text)

Asch Phemonenon - Tendinta unui individ de a se lasa influenta in decizia de cumparare de grupurile de referinta si de normele sociale; a fost semnalata prima data de psihologul S.E.Asch. vezi Group Influences (influentele de grup); Reference Group (grup de referinta). (English - A tendency, first recorded by the psychologist S.E.Asch, for an individual's purchase decisions to be influenced highly by reference groups and group norms. See Group Influences; Reference Group)

Aspirational Group - O subcategorie a grupului de referinta, formata din indivizi (pe care nu ii cunosti neaparat personal) cu care o presoana doreste sa fie asociata. Vezi Contactual Reference Group (grup contractual de referinta); Dissociative Reference Group (grup disociativ de referinta); Membership Group (grup de membri); Reference Groups (grup de referinta). (English - A sub-category of a reference group, consisting of individuals (not necessarily known personally) with whom a person desires to be associated. See Contactual Reference Group; Dissociative Reference Group; Membership Group; Reference Groups)

Assemblers - Firme specializate in cumpararea in cantitati mici de la producatorii agricoli privati pentru a vinde mai departe in cantitati mari (bulk); se mai numeste si Assembly Market (piata de asamblare). (English - Wholeseling firms specialising in the buying of small quantities of farm produce to resell to other firms in bulk; also referred to as the Assembly Market)

Assertiveness - Caracteristica sau calitate umana care determina gradul in care indivizii sunt competitivi in sensul opus ne-cooperarii. Vezi Social Style (stil social). (English - The human characteristic or quality which determines the degree to which individuals are directive and competitive in manner as opposed to non-directive and co-operative. See Social Style)

Asset Led Marketing - Marketing-ul bazat pe profit foloseste produse puternice precum numele si imaginea brandului pentru a aseza pe piata atat produsele vechi, cat si cele noi. Deciziile de marketing tin cont de nevoile consumatorlor dar si de profitul pe care il aduce produsul. (English - Asset led marketing uses product strengths such as the name and brand image to market both new and existing products. Marketing decisions are based on the needs of the consumer AND the assets of the product)

Asset Turnover - Raport folosit pentru a evalua profitabilitatea unei firme; vanzarile nete pe o perioada de timp sunt impartite la profitul total. (English - A ratio used to evaluate the profitability of a firm; net sales in a given period are divided by total assets)

Asset-Based Marketing - O abordare de marketing care foloseste pentru dezvoltare cunostintele si abilitatile pe care o companie le detine deja si care reprezinta o baza a cresterii. (English -A marketing approach which uses the knowledge and skills a company has already developed as the basis for growth)

Assorting - Practica de a pune laolalta o varietate de productii intr-o singura locatie, ca intr-un magazin. (English - The practice of putting together a wide variety of produce in one location, as in a department store)

Assortment Strategies - Optiunile care sunt la dispozitia unui reseller in a determina sortimentele de produse si servicii pe care sa le detina. Vezi Broad Assortment; Deep Assortment; Exclusive Assortment; Scrambled Assortment. (English - Options available to a reseller in determining the assortment of products and services to be carried. See Broad Assortment; Deep Assortment; Exclusive Assortment; Scrambled Assortment)

Assumptive Close - O tehnica de incheiere in care agentul de vanzari pur si simplu presupune ca persoana care cumpara a fost de acord sa cumpere produsul, si incepe procedurile de efectuare a tranzactiei: noteaza comanda, impacheteaza marfa etc. Vezi Close (Inchidere). (English - A closing technique in which a salesperson simply assumes that the purchaser has agreed to buy the product, and proceeds to write up the order, wrap the merchandise, etc. See Close)

At-Home TV Shopping - Procedura de vanzare care nu implica magazinul, ci produsele sunt aratate la televizor si sunt prezentate intr-un mod plin de entuziasm de catre o persoana pentru a stimula cumpararea cu ajutorul telefonului si a cardului de credtit. Vezi Non-Store Retailing. (English - A form of non-store retailing in which products are shown on a television screen and presented enthusiastically by an announcer to stimulate impulse purchasing using credit card and telephone. See Non-Store Retailing)

Atmospherics - O combinatie intre decorul magazinului, caracteristicile fizice si inlesnirile pe care un retailer le are pentru a promova o imaginea unui anumit produs si pentru a atrage consumatorii. (English - The combination of store decor, physical characteristics and amenities provided by a retailer to develop a particular image and attract customers)

Attitude Tracking - Masurarea gradului de satisfactie in legatura cu un produs intr-un studiu realizat cu privire la atitudinile clientilor cu privire la acesta. (English - Measuring the degree of satisfaction with a product through an on-going study of consumer attitudes towards it)

Attitudes - Sentimente si emotii favorabile sau nefavorabile, tendinte de actiune cu privire la un subiect/problema. (English - Enduring favourable or unfavourable feelings, emotions and action tendencies towards a issue or subject)

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Audience - Receptorii intentionati ai unui mesaj publicitar. (English - The intended receivers of an advertiser's message)

Audience Accumulation - Numarul notal net de persoane/case expuse la informatia unei reviste pe toata durata ei. (English - The total net number of people/homes exposed to a magazine during its duration)

Audience Attention Probability - Gradul in care este probabil ca un consumator aflat in targetul campaniei sa acorde atentie unei reclame pe un anumit canal mediatic; de exemplu, probabilitatea ca atentia audientei unei reclame la un nou sampon sa fie mai mare intr-o revista de femei decat intr un cotidian. (English - The degree to which a target consumer is likely to pay attention to an advertisement in a particular media outlet; for example, the audience attention probability of an advertisement for a new shampoo is likely to be greater in a women's magazine than in a daily newspaper)

Audience Quality - O masura a categoriei si a calitatii consumatorilor vizati care este posibil sa fie expusi la o reclama. (English -A measure of the kind and quality of the target consumers likely to be exposed to the advertisement)

Audience Tune-Out - Fenomen care apare cand grupuri relativ mari care reprezinta audienta radio sau TV renunta la a mai viziona/asculta respectivele posturi pentru o perioada; pierderea audientei se poate datora unei dezordini in ceea ce priveste reclamele difuzate sau aparitia unor promovari de canal in momente nepotrivite. Vezi, Clutter, Clutter Level. (English - A phenomenon which occurs when relatively large groups of a radio or TV audience drop concentration, or stop listening altogether, for a period; audience tune-out may result from high clutter levels of commercial advertising or station or channel promotions in the non-programming time. See Clutter; Clutter Level)

Audienta - Numarul total de persoane (cititori, ascultatori, spectatori sau telespectatori) care beneficiaza de serviciile unui suport media, respectiv publicul caruia ii este destinata o campanie publicitara, la un moment dat (fapt semnificativ, intrucat incasarile publicitare sunt proportionale cu indicii de audienta ai suportului). Tipuri de audienta: captiva - atunci cand probabilitatea de perceptie a mesajului publicitar este foarte ridicata, spre exemplu spectatorii aflati intr-o sala de cinema; directa - numarul de persoane prezente efectiv la locul de desfasurare a unei actiuni de PR, fapt ce permite evaluarea eficacitatii si interesului pentru actiune; indirecta - numarul de persoane care au vizionat la un canal de televiziune, au auzit la un post de radio sau au citit intr-o publicatie de presa un reportaj asupra unui eveniment - obiect al unei actiuni de sponsorizare s.a.; audienta potentiala - numarul total de persoane susceptibile de a intra in contact cu un canal media (engl. - reach, cumulative audience); audienta-tinta/tintita - segmentul-tinta de public caruia ii este destinata o anumita campanie publicitara (fapt important in selectarea diferitelor canale si suporturi media); audienta utila - numarul (procentul) de persoane din segmentul-tinta atinse efectiv de un suport media (persoane care fac parte, in acelasi timp, din audienta suportului si din segmentul/grupul-tinta); audienta utila neta - numarul (procentul) de persoane din segmentul-tinta atinse de un mesaj publicitar, fara a lua in calcul fenomenele de repetitie si duplicare.

Audit (Publication) - Verificarea unei publicatii printr-o institutie independenta de industrie care furnizeaza informatii cu privire la circulatia unui singur numar din perioada auditata. Publicatia nu este obligata sa se supuna acestei auditari( platesc pentru acest serviciu ), dar majoritatea o fac, inclusiv marile publicatii de pe pietele unde institutiile de audit exista, pentru ca tirajele auditate sunt mai veridice decat cele sustinute chiar de publicatie. ( vezi Circulation) (English - Verification of a publication’s circulation by an independent industry-appointed auditing body, providing a statement of the circulation of an average issue for the audited period. Publishers are not obliged to submit to audit (they pay for the service), but most do, including all major publications in markets where auditing bodies exist, since audited circulations provide a more reliable measure than publishers’ own claimed circulations (see Circulation))

Audit de marketing – Parte a auditului de management, mai complex, auditul de marketing este un studiu, o analiza detaliata a situatiei comerciale a firmei si a pietei de afaceri in care isi desfasoara activitatea (in ceea ce priveste, spre exemplu, atuuri si puncte slabe, gradul de satisfacere a clientelei actuale si potentiale, gradul de adaptare la cerintele mediului de piata etc). Auditarea este un proces asociat, de obicei, cu latura financiara a afacerii, o metoda de abordare structurala a culegerii si analizei informatiilor de piata, o recapitulare si o evaluare sistematica, critica si nepartinitoare a mediului complex de afaceri si a portofoliului de activitati al firmei privind indeplinirea obiectivelor financiare si de marketing, controlul mijloacelor de actiune, noi strategii de actiune, propuneri etc. Principalele rubrici ale unui audit de marketing sunt: - diagnosticul firmei;- analiza macromediului;- analiza pietei;- stabilirea elementelor-cheie ale mixului;- organizarea de marketing;- performantele vizate ale marcii;- concluzii si propuneri.

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Augmented Product - Un produs imbunatatit prin adaugarea unor servicii si beneficii corelate; de exemplu, instalare, garantie, mentinere si servicii de reparatii etc; Vezi Core Product; Tangible Product. (English - A product enhanced by the addition of related services and benefits, eg. installation, warranty, maintenance and repair services, etc. See Core Product; Tangible Product)

Authoritarian Leadership Style - Un tip de leadership caracterizat de insistenta asupra autoritatii si obedientei. Vezi Democratic Leadership Style (Stilul de leadership democratic). (English - A style of leadership characterised by an insistence upon obedience to authority. See Democratic Leadership Style)

Autocolant - Folie/banda autoadeziva (pe suport de hartie, textil, folie PVC, PE, PP, film - reflectorizant, fluorescent, fosforescent, fotoluminiscent, rezistent la uzura etc), lucioasa, semilucioasa, translucenta, mata, dublu adeziva, metalizata etc, folosita ca suport promotional (spre exemplu, bannere, semne de pardoseala), de informare, pentru etichetarea produselor.

Autodistributie - Politica de distributie constand, in totalitate sau in cea mai mare parte, in asigurarea unei retele proprii de distributie a produselor/serviciilor firmei (magazine de desfacere, sucursale, depozite proprii etc).

Automat de vanzare - Aparat destinat vanzarii automatizate, non-stop a unor bunuri de uz curent, produse care se cumpara in urma unui impuls de moment (cafea, tigari, bauturi racoritoare, gustari calde, dulciuri, ziare, dar si produse cosmetice, tricouri, casete, filme, servicii distractive, tonomate, jocuri electronice etc). Vanzarea se face prin autoservire, fara prezenta fizica a unui vanzator. In Japonia, automatele de vanzare ofera si bijuterii, flori, carne congelata, whisky s.a. Sunt amplasate, de obicei, in zonele cu trafic intens, in fabrici, in statiile de benzina, in hoteluri, restaurante etc. Este o modalitate de vanzare relativ scumpa, datorita costurilor de reaprovizionare frecventa a aparatelor, defectarilor, distrugerilor si furturilor la care sunt expuse. Un automat de vanzare special este automatul bancar (engl. - cash/coin dispenser); acesta permite clientilor unei banci sa beneficieze, fara intrerupere, de servicii, cum ar fi: obtinerea de numerar folosind un card bancar, operatiuni in cont, transferuri de fonduri dintr-un cont in altul, informatii bancare s.a.

Automatic Merchandising - Vanzarea de bunuri cu ajutorul unor masini. (English - The selling of goods by use of vending machines)

Autonomic Decision - O decizie de cumparare luata independent de ambii soti. Vezi Syncratic Decision. (English - A purchase decision made by either spouse independently. See Syncratic Decision)

Autoservire - Modalitate de vanzare practicata in cadrul magazinelor de dimensiuni mari, formula atractiva pentru cumparator, intrucat acesta circula liber si se serveste singur cu produsele expuse; plata se efectueaza la iesire, prin intermediul caselor electronice de marcat (citirea automata a caracteristicilor produsului cu ajutorul scannerelor electronice faciliteaza reducerea timpului de servire si fluidizarea vanzarilor). Principiul acestei tehnici are la baza prezentarea unui numar mare de produse in acelasi loc, fara vanzatori, cu un castig mare de timp. Cumparatorul vine in contact direct cu marfurile - care joaca in acest caz rolul de "vanzator mut". Produsele vor fi prezentate in unitati preambalate, in cantitate suficienta, vor fi bine puse in evidenta – in ceea ce priveste suprafata de etalare, mobilierul de expunere, marcarea, semnalizarea, publicitatea la locul de vanzare - PLV etc.Autoservirea a luat nastere in anii '20 in SUA (in 1915, s-a aplicat pentru prima data intrun magazin cash-and-carry, iar in 1916 intr-un magazin cu amanuntul); treptat, a patruns si in Europa – in Franta se dezvolta incepand din anii '50, iar in Romania din anii '70. De regula, autoservirea este asistata (fr. - libre-service assiste, it. - vendita assistata): clientii pot obtine informatii, sugestii, sfaturi din partea personalului comercial al magazinului.

Available Market - Acea parte din piata totala care are un interes intr-un unui produs, isi permite sa-l cumpere si nu are bariere de acces la acesta. Vezi Access Barriers; Market Entry Barriers. (English - That part of the total market which professes an interest in a product, can afford to purchase it, and is not prevented by access barriers from reaching it. See Access Barriers; Market Entry Barriers)

Avantaj competitiv - Stabilirea unei pozitii pe piata a firmei, care diferentiaza favorabil marcile sale de cele ale concurentei.

Avantaj concurential - Capacitate sau atu care confera firmei superioritate in fata concurentilor. Avantajul este intern, atunci cand consta in tehnologie performanta, capacitate de control a costurilor de productie, productivitate ridicata s.a., sau extern, cand imbraca forma unei imagini de marca puternice, cota de piata importanta, notorietate s.a.

Average Cost - Costul mediu pe unitatea de productie pentru o categorie de produse; costul total de productie impartit la totalul unitatilor de productie; costul de unitate. Vezi See Long-Run Average Cost; Short-Run Average Cost. (English - The average cost per unit of production of a set or group of products; the total cost of production divided by the total number produced; the Unit Cost. See Long-Run Average Cost; Short-Run Average Cost)

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Average Cost Pricing - Metoda de stabilire a pretului in care este adaugata o scumpire pentru profit la costul mediu de productie. Vezi Cost-Plus Pricing. (English - A pricing method in which a markup for profit is added to the average cost of production. See Cost-Plus Pricing)

Average Fixed Cost - O metoda de control al costului, calculat prin diviziunea costului fix total al bunurilor produse la numaul de unitati vandute. (English - A measure of cost control, calculated by dividing the total fixed cost of the goods produced by the number of units sold)

Average Frequency - Frecventa medie – Media oportunitatilor( stabilite in cercetarea publicurilor ) de a auzi/vedea reclamele in program printre oamenii din publicul tinta care au cel putin o ocazie de a vedea/auzi, astfel, masoara in medie de cate ori un individ va fi expus la o reclama pe parcursul unei campanii. De exemplu, o campanie care promite sa atinga 70% la o media de 4 OTS inseamna ca 70% din publicul tinta sunt expusi in medie de 4 ori fiecare. Unii vor fi expusi de mai mult de 4 ori, altii, mai mult. Calculul: numarul brut de aparitii in secunde impartit la numarul brut de receptionari in secunde sau GRP-ul impartit la procentul net de receptare. Gradul de receptare a audientei poate fi obtinut prin analiza distributiei frecventei( vezi: Effective Frequency, Frequency, Frequency Distribution, GRPs, Impressions, Net Reach, OTS/OTH, Population, Universe). (English - The average number of claimed (in audience research) opportunities to see/hear the ads in the schedule among those people in the target population who have at least one opportunity to see/hear, and thus measures how often an individual will, on average, be exposed to an advertisement during a campaign. For example, a campaign which delivers 70% reach at 4 average OTS means that 70% of the target group are exposed an average of 4 times each. Some will be exposed less than 4 times and some more. Calculation : gross impressions in 000s divided by net reach in 000s or GRPs divided by % net reach. Audience reach at specified frequencies can be obtained via frequency distribution analysis (see Effective Frequency, Frequency, Frequency Distribution, GRPs, Impressions, Net Reach, OTS/OTH, Population, Universe))

Average Issue Audience (Readership) - Numarul de oameni care au citit sau care s-au uitat intr-un articol al unei reviste. Audienta/numarul de cititori este mai mare dacat numarul revistelor, deoarece o singura revista are mai mutli cititori. (English - The projected number of people who have read or looked into an "average issue" of a magazine. Audience/reader figures are larger than circulation due to the fact that a single issue of a magazine has multiple readers)

Average OTS/OTH - Un termen folosit ca sinonim pentru frecventa medie. (English - A term used interchangeably with ‘average frequency’ (see Average Frequency))

Average Revenue - Masura folosita in stabilirea pretului, calculata prin diviziunea venitului total la numarul de unitati vandute. (English - A measure used in price setting, calculated by dividing the total revenue by the number of units sold)

Average Total Cost - Metoda de control al costului, calculat prin diviziunea costului total de productie al bunurilor la numarul de unitati vandute. (English - A measure of cost control, calculated by dividing the total cost of the goods produced by the number of units sold)

Average Variable Cost - O masura de control a costului, calculata prin diviziunea tuturor costurilor variabile ale bunurilor produse la numarul de unitati vandute. (English - A measure of cost control, calculated by dividing the total variable cost of the goods produced by the number of units sold)

Aversive Factors - Trasaturi ale persoanelor care ii fac pe altii sa le fie impotriva si din cauza carora nu pot dezvolta relatii profesiobale de succes. (English - Qualities about people that turn others against them and may prevent the development of successful working relationships)

Awareness - Un mod de a masura gradul de constientizare a existentei unui brand si/sau a publicitatii sale. Poate fi masurata spontan: exemplu: “Ce marci de mancare va vin in minte?” sau la obiect – “Dintre aceste marci de mancare, de care ati mai auzit?”. (English - A measurement of knowledge of the existence of a brand or its advertising. Can be measured spontaneously eg. ‘which brands of dog food can you think of?’ or prompted eg. ‘which of these brands of dog food have you heard of?’)

Awareness Set - Brandurile de care un consumator este constient; in mod normal, setul de constientizare a brandurilor este mai mic decat setul total de branduri. Vezi See Choice Set; Evoked Set; Inept Set; Inert Set. (English - The brands of which a consumer is aware; normally, the awareness set will be less than the total set of brands. See Choice Set; Evoked Set; Inept Set; Inert Set)

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B

B to B marketing - Ansamblu de forme de comunicare sau de relatii comerciale care se desfasoara intre organizatii profesionale (de la o companie la alta), inclusiv prin mijloace electronice. B to C (business to consumer): comert cu amanuntul.

B/W - Black and White/ Alb-negru. Se refera la o macheta de presa printata in alb si negru. Cunoscut si ca “mono”. (English - Black and White. Refers to a press advertisement printed in black and white only. Also known as ‘mono’)

Baby Boomers - Persoanele nascute intre 1946 si 1964. (English - The generation of people born between 1946 and 1964)

Back to back - Mai multe reclame montate cap la cap. (English - Running more than one commercial, with one following immediately after another)

Back-Weight - O campanie se va numi “back-weighted” cand va avea un nivel de expunere mai ridicat spre sfarsitul ei decat la inceput. (English - A campaign will be described as ‘back-weighted’ when it has a heavier level of exposure toward the end of its run than at the beginning (see Front-Weight))

Backward Integration - O strategie de crestere in care o companie cauta sa inglobeze furnizorii sai, sau numai sa controleze o parte din furnizori. (English - A strategy for growth in which a company seeks ownership of, or some measure of control over, its suppliers. See Forward Integration; Horizontal Integration)

Backward Invention - O strategie de produs in marketingul international in care o companie produce o versiune mai putin complexa a produsului initial pentru tarile mai putin dezvoltate. (English - A product strategy in international marketing in which a company produces a less complex version of its domestic product for developing and less-developed countries)

Bait Advertising - O practica de advertising, acum ilegala in unele tari, in care bunurile atractive, la pret redus, care se afla in cantitate mica in stoc, sunt promovate pentru a atrage cumparatorii intr-un anumit magazin sau intr-un anumit punct de vanzare. (English - An advertising practice, now illegal in some countries, in which attractive, low-priced goods, few or any of which are actually in stock, are advertised to attract purchasers to a store or selling place)

Balance of Payments - Diferenta dintre platile facute unor natiuni straine si facturile primite de la acestea intr-o anumita perioada. (English - The difference between the payments made to foreign nations and the receipts from foreign nations in a given period)

Balance of Trade - Diferenta dintre valoarea bunurilor si serviciilor vandute unor natiuni straine (exporturi) si valoarea bunurilor si serviciilor cumparate de la acestea (importuri) intr-o perioada data. (English - The difference between the value of the goods and services sold to foreign nations (exports) and the value of the goods and services bought from foreign nations (imports) in a given period)

Balanced Product Portfolio - O strategie de produs in care firma mentine o combinatie egala intre produsele noi, cele aflate in dezvoltare si cele mature. Vezi Product Life Cycle. (English - A product strategy in which a firm maintains an even combination of new, growing and mature products. See Product Life Cycle)

Balanced Scorecard - O tehnica care permite unei companii sa monitorizeze si sa managerieze performantele in legatura cu niste obiective specifice. Masuratorile se fac de obicei asupra performantelor financiare, valoarea clientului, procesele de afaceri interne, performanta de inovatie si performanta angajatilor. (English - A technique allowing a company to monitor and manage performance against defined objectives. Measurements might typically cover financial performance, customer value, internal business process, innovation performance and employee performance)

Banca electronica - Sistem de reglementare a platilor la distanta prin intermediul unei retele informatice (ghiseu electronic, retea de telecomunicatie, sistem de securizare a tranzactiilor etc). V. cyber-bank, plata electronica, bani electronici, telebanking.

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Banca la domiciliu - Ansamblu de servicii bancare accesibile de la domiciliul clientilor, folosind mijloace telematice. Exemplu: serviciul Multicash, oferit de Banca Comerciala Romana - BCR, care permite obtinerea de informatii generale privind cursurile valutare, cotatii, obtinerea de informatii privind tranzactiile efectuate si extrasele de cont, crearea fisierului de plati ce va fi transmis bancii, introducerea de ordine de plata in lei si valuta s.a. Mobile banking: ansamblu de servicii bancare asigurate clientilor prin reteaua GSM (folosind telefonul mobil). Exemplu: serviciul SmartTel TM SMS, lansat in iulie 2000 de Banc Post si Banca Agricola pentru utilizatorii de telefonie mobila.

Band-On - Termen folosit pentru a descrie o revista mai mica, de obicei, care dezbate un singur subiect, ce se crede a fi de maxim interes pentru cititorii revistei-gazda de care este atasata. Ofera valoare adaugata cititorilor de vreme ce aceste suplimente sunt gratuite si acorda oportunitati de publicitate tintita pentru diferiti clienti. (English - The term used to describe a smaller magazine, usually dedicated to a single topic which is believed to be of special interest to the readers of the host magazine to which it is bound. Gives added value to the readers since these supplements are invariably free of charge and offers targeted advertising opportunities to related clients)

Banded Pack - O metoda de promovarea vanzarilor in care doua produse care au legatura unul cu celalalt sunt legate si vandute impreuna la un pret special. Vezi Price Packs. (English - A consumer sales promotion in which two related product items are banded together and sold at a special price. See Price Packs)

Bandwidth - Gama de frecvente de pe o linie de transmisie sau canal. Cu cat este mai mare frecventa, cu atat este mai mare lungimea de unda si capacitatea de transfer de informatii a canalului. Pentru un canal digital, aceasta este de ordinal bitilor pe secunda sau BPS. Pentru un canal analog, aceasta depinde de tipul de modulatie folosit pentru a codifica datele. Lungimea de banda este folosita si ca simpla prescurtare pentru “Transmitere prin Internet” cu un sens general. (English - The range of frequencies a transmission line or channel can carry. The higher the frequency, the higher the bandwidth and the greater the information-carrying capacity of a channel. For a digital channel, this is defined in bits per second or BPS. For an analogue channel, it is dependent on the type and method of modulation used to encode the data. Bandwidth has also come to be used as a simple shorthand term for ‘Internet airtime’ in its most general sense)

Bani electronici - Moneda electronica; sistem de plata electronic, prin reteaua Internet - cyber-cash (via e-mail). O retea tip holding, prin intermediul careia se deruleaza tranzactii online include institutii financiare, magazine aderente la sistemul de plata prin card, companii care efectueaza comert prin Internet, alti clienti web, sisteme de autentificare si de securizare a tranzactiilor web, de verificare a identitatii, criptare s.a. Pentru un utilizator, moneda electronica reprezinta ansamblul de servicii asociate detinerii unui card de plastic - emis de o institutie financiara. V. cyber-bank, plata electronica, card bancar, mobile banking.

Banner - Un spatiu de publicitate de pe un web site. O data ce l-ai atins, duce utilizatorul pe site-ul advertiser-ului sau se afiseaza un mesaj promotional sau mai multa informatie. Banner-ele sunt cumparate in publicatiile electronice, in motoarele de cautare(pe categorii sau cuvinte de cautare), de obicei cun un pret garantat pe mia de afisari(vezi: Banner Impressions, Page Impressions, WWW, Web Site). (English - An ad unit on a web site that is reserved for advertising. Once interacted with, it generally takes the user to the advertiser’s web site or displays some kind of promotion or more information. Banners are bought in electronic publications and search engines (against category or search words), typically for guaranteed cost-per-thousand impressions (see Banner Impressions, Page Impressions, WWW, Web Site))

Banner Impressions - In contextul Internetului, numarul interactiunilor cu banner-ul. Fiecare afisare se face cand un consumatr se duce pe un site si banner-ul apare pe pagina de web(vezi: Banner, Page Impressions). (English - In the context of the Internet, the number of times a banner ad is requested. Each impression is made when a user goes to a web site and the banner appears on the web page (see Banner, Page Impressions))

Banner Serving - Sistemul unui al treilea server care distribuie bannere publicitare pe pagini web. Serverele pentru bannere contabilizeaza numarul de afisari si pot controla(folosind cookies) de cate ori un utilizator vede bannerul inainte ca acesta sa se schimbe. Serverele pentru bannere pot masura de asemenea rade de click si pot gasi chiar utilizatorii prin achizitionarile online ale produselor cumparate. (English - The process of a third party server distributing ad banners to web pages. Banner servers count the number of times individual banners are requested (impressions), and can control (using cookies) the number of times users see a banner before it is rotated. Banner servers can also measure banner click rates and even track users through to online purchase of advertised products)

Bar Code - Un aranjament de linii si spatii folosite ca un cod pentru a identifica un prdus dupa stil, marime, pret, calitate, cantitate etc. Codul, citit de un scanner, este folosit in luarea decizilor in marketing si asigura controlul stocului si ajusatrea nivelurilor de inventar. (English - An arrangement of lines and spaces in code form used to identify a product by style, size, price, quality, quantity, etc. The code, read by a scanning device, is used in marketing decision-making, including stock control and inventory level adjustment)

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Bargaining Power - Puterea sau influenta pe care o parte o are in ceea ce priveste negocierile; capacitatea unei parti de a domina prin virtutea marimii sau pozitiei sale sau a unei combinatii intre personalitatea sa si tacticile de negociere. (English - The strength or influence one party has in a business negotiation; the capacity of one party to dominate by virtue of its size or position or by a combination of personality and negotiating tactics)

Barometru - Ancheta repetitiva multiclient, realizata pe esantioane comparabile, cu ajutorul unui chestionar. Scop: urmarirea regulata a evolutiei unor indicatori, cum ar fi: evolutia pietei (marci concurente de produse si servicii), evolutia climatului politic, imaginea candidatilor in alegeri (in vederea organizarii cat mai adecvate a campaniei electorale) s.a.

Barter - Mediu publicitar care vinde timp sau spatiu in schimbul unor produse sau a altor beneficii non-financiare. (English - An advertising medium that sells time or space in return for merchandise or other non-monetary returns. Also a television programming offer in which a station is offered a syndicated programme in exchange for commercial slots within the programme)

Base-Point Pricing - Metoda de stabilire a pretului in care clientii sunt incarcati la pret pornind de la un pret de baza; pretul de baza poate sa fie ales arbitrar, dar de obicei se foloseste cel stabilit la una dintre fabricile companiei. Se mai numeste Basing-Point Pricing. Vezi Delivered Pricing; Phantom Freight. (English - A pricing method in which customers are charged freight costs from a base point; the base-point may be chosen arbitrarily, but the location of one of the company's manufacturing plants is commonly used. Also called Basing-Point Pricing. See Delivered Pricing; Phantom Freight)

Basic Accounting Equation - Relatia de echilibru dintre bunurile unei firme si suma obligatiilor pe care le are si echitate. (English - The balancing relationship between a firm's assets and the sum of its liabilities and equity)

Basic Stock - Nivelul de inventar necesar pentru a atinge un anumit standard, luand in considerare rata de epuizare si timpul mediu de comenzi. (English - The level of inventory required to meet the desired service standard taking into account the expected rate of depletion and the order lead time)

Batchelor Stage - Primul stadiu in ciclul de viata al unei familii. Vezi Family Life Cycle. (English - The first stage of the family life cycle. See Family Life Cycle)

Battle of the Brands - Termen folosit cu referire la competitia intensa dintre brandurile fabricantilor, brandurile vanzatorilor en gros si brandurile vanzarorilor cu amanuntul. Vezi Distributor's Brand; Manufacturer's Brand. (English - A term used in reference to the often intense competition between manufacturers' brands, wholesalers' brands and retailers' brands. See Distributor's Brand; Manufacturer's Brand)

Baza de sondaj - In cadrul unui sondaj de opinie, lista exhaustiva a persoanelor care formeaza populatia de baza (populatia-mama). Aceasta baza de sondaj este utilizata pentru alcatuirea unui esantion, situatie in care poate ridica unele probleme: disponibilitate, cost de acces, fiabilitate, reprezentativitate etc.

BCG - Unul dintre cele mai cunoscute cabinete de consultanta americane, care a elaborat modelul matricial de planificare strategica a activitatii firmei (1968), ce-i poarta numele. Modelul BCG de analiza a portofoliului are la baza matricea rata de crestere a pietei - cota de piata, fiind format din patru cadrane (fiecare activitate sau cuplu produs/piata va fi reprezentat printr-un simbol grafic de marime proportionala cu cifra de afaceri realizata):domeniul dileme - produse aflate, de regula, la inceputul vietii comerciale (sunt lansate recent pe piata), caracterizate printr-o cota de piata si o rentabilitate scazuta, necesar sporit de resurse financiare, insa o rata de crestere ridicata (o perspectiva favorabila); domeniul vedete - produse cu o puternica rata de crestere si o cota de piata ridicata, cele mai promitatoare si atractive marci ale firmei;domeniul vaca de muls - cele mai rentabile pe termen scurt (se caracterizeaza printro crestere scazuta, dar o cota ridicata de piata); domeniul pietre de moara - produse cu o competitivitate slaba, in legatura cu care firma trebuie sa ia o decizie: le imbunatateste (le relanseaza) sau le elimina din portofoliu.

BDI - O metoda comparative de masurare a vanzarilor unui brand pe o piata in compartie cu alte piete; folosit pentru a stabili valorile relative de vanzari intre piete. Poate contribui la a indica specificitatea regionala a campaniilor media. (vezi CDI). (English - Brand Development Index. A comparative measure of a brand’s sales in one market compared with other markets, used to decide the relative sales value of one market versus another. Can contribute towards determining regionality for media campaigns (see CDI))

Behaviouristic Segmentation - Diviziune a unei piete in grupuri in functie de cunostintele si comportamentul referitoare la un produs. Dimensiunea comportamentala folosita de obicei pentru segmentarea pietelor are in vedere beneficiile pe care le aduce produsul, statutul consumatorului, rata de folosire a produsului, loialitatea si stadiul de pregatire al cumparatorului. Vezi

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Segmentation Bases. (English - The division of a market into groups according to their knowledge of, and behaviour towards, a particular product. Behavioural dimensions commonly used to segment markets include benefits sought, user status, usage rate, loyalty status and buyer readiness stage. See Segmentation Bases)

Benefit Segmentation - Divizarea unei piete in grupuri pe baza beneficilui pe care il are fiecare grup de la un anumit produs. Vezi Behaviouristic Segementation (segmentare comportamentala). (English - The division of a market into groups or segments on the basis of the particular benefit sought by each group from a product. See Behaviouristic Segmentation)

Benefits Sought - Aventajele specifice cautate la un produs cand sunt cumparate. Vezi Behaviouristic Segmentation (segmentarea comportamentala). (English - The specific advantages looked for in products when buyers purchase them. See Behaviouristic Segmentation)

Better Mousetrap Fallacy - Parerea gresita conform careia daca o companie fabrica produse superioare fata de concurenta, produsele sale vor avea mai mult succes pe piata. (English - The mistaken notion that if a company produces a technically better product than its competitors it will be more successful in the marketplace)

Bidding - O metoda de stabilire a pretului in care organizatiile liciteaza un obicei al consumatorilor; licitatia este oferta de pret a vanzatorului. (English - A pricing method in which selling organisations bid for a buyer's custom; the bid is the seller's price offer)

Billboard - Un afis outdoor. De asemenea, un anunt commercial la inceputul si la sfarsitul unei transmisiuni, de obicei, de 5-10 secunde, spunand numele sponsorului. (English - An outdoor poster. Also a short commercial announcement at the start and close of a broadcast programme, usually 5-10 seconds in length, carrying the name of the sponsor (see Break Bumpers))

Billings - Raportul cheltuielilor de media care ruleaza intr-o agentie. (English - An agency’s turnover expressed in terms of the media expenditures passing through it)

Bird Dogs - Indivizi, uneori agenti de vanzari juniori, care cauta exemple de a vinde si invata de la agenti de vanzari mai experimentati. (English - Individuals, sometimes junior salespeople, who seek out sales leads and prospects for more experienced salespeople. See Prospects; Sales Leads; Spotters)

Birdyback - Un sistem de transport care cere transferul containterelor de pe camion pe avion. (English - A system of transportation requiring the transfer of containers from truck to aeroplane. See Fishyback; Piggyback)

Birou de Audit al Tirajelor - Organizatie nationala independenta care publica, in mod regulat, situatia reala a tirajelor publicatiilor afiliate (ziare, reviste). Aceste informatii sunt utile agentiilor de publicitate, firmelor, institutiilor, publicului in general pentru cunoasterea eficacitatii si selectarea diferitelor suporturi publicitare. Biroul Roman de Audit al Tirajelor - BRAT a fost infiintat in 1999.

Blanket Purchase Order - Un aranjament de cumparare in care un cumparator ia contactul cu un furnizor pentru a-i livra o anumita cantitate de bunuri la un anumit pret pentru mai mult de o perioada de timp specificata; se mai numeste si Blanket Contract. (English - A purchase arrangement in which a buyer contracts with a supplier to take delivery of an agreed quantity of goods at a specified price over a fixed period of time; also called a Blanket Contract)

Bleed - O reclama tiparita care depaseste marginea paginii. Are un pret de rate card mare, desi poate fi diminuat prin negocieri. (English - An advertisement in which printed matter runs off the cut edge of the page (trim) or into the gutter of a magazine or newspaper. Carries a premium on many rate cards, though can often be avoided by negotiation (see Non-Bleed))

Blind test - Tehnica de evaluare comparativa a caracteristicilor mai multor marci de produse anonime (indeosebi alimentare), prezentate unui grup de consumatori in cadrul unui interviu personal, grup de discutie, intr-un spatiu public etc. Numele marcii, ambalajul, pretul si alte elemente ale mixului de marketing - care ar putea influenta decizia de cumparare/preferintele asupra marcii - nu sunt dezvaluite consumatorilor, astfel ca acestia nu cunosc pe care dintre marci au testat-o (de unde si numele de test "orb").

Blipverts - Brand icons pe pagini de web care ii dau utlizatorului o animatie de 15-30 secunde la click. Cunoscute si sub denumirea de “I-Candy”. (English - Brand icons on web pages which give the viewer a 15-30 second animation when they are clicked. Also known as ‘I-Candy’)

Blocked Markets - Piete, in special in tari straine, in care intrarea este blocata, sau in care nu este posibila o competitie in termeni rezonabili. (English - Markets, especially in foreign countries, to which entry permission is refused, or in which it is not possible to compete on reasonable terms)

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Blow-in card - O reclama sau un card tiparit care este atasat unei reviste, fara a fi legat de aceasta. (English - An advertisement, subscription request, or other printed card "blown" into a print publication rather than bound into it)

Blue Sky Laws - Legislatie care intentioneaza sa previna investitorii creduli. (English - Legislation intended to prevent sales to gullible investors)

Blueline - Linie albastra desenata pe o masinarie mecanica pentru a arata unde va fi taiata pagina. (English - A blue line drawn on a mechanical to indicate where a page will be cut)

Board - Consiliu de conducere al unei companii sau organizatii; managing board = consiliu de administratie.

Body Copy - Paragrafele descriptive intr-un print (ca opus al headline-ului). (English - The desriptive paragraphs in a print advertisement (as opposed to the headlines))

Boicot - Atitudine colectiva, initiata de o asociatie de aparare a drepturilor consumatorilor, prin care se solicita intreruperea/restrangerea intretinerii de legaturi economice cu un fabricant/un comerciant (refuzul de a mai cumpara produsele acestuia) pentru a-l determina sa-si modifice politica comerciala socotita necorespunzatoare fata de clientela. Aceasta forma de actiune este raspandita indeosebi in SUA, unde revista National Boycott News publica o lista "la zi" cu actiunile de boicot organizate si unde exista emisiuni televizate care denunta practicile comerciale inacceptabile ale unor companii, lacomia unor mesaje/campanii publicitare etc.

Bonificatie - Avantaj, recompensa sub forma de reducere de pret sau compensatie acordata cumparatorilor unui produs, de obicei nou (aceasta poate imbraca forma unei prime de fidelitate, compensatie pentru deprecierea sau pierderea intamplatoare a unei cantitati din produs, recompense pentru achizitionarea unui volum mare etc). O practica atractiva este acordarea unei reduceri de pret la cumpararea unui produs nou in schimbul predarii unui produs similar, uzat, apartinand aceleiasi marci (engl. - trade-in allowance). V. reducere de pret, discount la cantitate. Reducere de pret promotionala acordata intermediarilor in vederea stimularii participarii la programele de publicitate si de promovare a vanzarilor unei firme.

Bookmark - Cele mai multe programe de Internet contin un simplu “address book” unde utilizatorul poate stoca adresele site-urilor favorite. Bookmarking inseamna adaugarea sa la agenda. Un simplu click pe adresa si browser-ul te duce automat la adresa. (English - Most Internet browsers contain a simple ‘address book’ where the user can store the addresses of their favourite sites. Bookmarking a site just means adding it to the address book. Then, click on the bookmarked name and the browser automatically goes there)

Boredom Avoidance - Termen folosit sa desemneze introducerea unui produs nou sau o gama de produse diferentiate; adica, o varianta a unui produs poate fi introdusa pentru a da consumatorilor mai multe variante de alegere; este folositor mai ales cand costul noului produs este mic. (English - A term used to describe an approach to new product introduction or product differentiation; that is, a new variety of a product may be introduced merely to give consumers more choice; useful when the cost of introducing a new product is low)

Bottom-Up Approach to Planning - O metoda de planning participativa unde exista implicare la toate nivelurile; planurile sunt dezvoltate la nivelurile joase ale organizatei, dupa care trec prin toate nivelurile pana ating managementul de varf. Vezi Top-Down Approach to Planning. (English - A participative approach to planning in which there is involvement at all levels; plans are developed at the lower levels of an organisation and funnelled up through consecutive levels until they reach top management. See Top-Down Approach to Planning)

Boutique - O agentie care ofera servicii limitate, ca de exemplu face munca de creatie, dar nu si media planning, cercetare etc. De obicei, este o referire la o companie de dimensiuni reduse. (English - An agency that provides a limited service, such as one that does creative work but does not provide media planning, research, etc. Usually, this refers to a relatively small company)

Brainstorming - Proces de generare de idei folosit de obicei in dezvoltarea unui brand; procesul incurajeaza comunicarea deschisa si participarea deplina a tuturor membrilor grupului, fara a aduce nici un fel de critici. Evaluarea are loc dupa ce toate ideile au fost exprimate. Vezi Idea Generation; New Product Development. (English - An idea generating process commonly used in new product development; the process encourages open communication and full participation by group members, while withholding any criticism. Evaluation takes place after all ideas have been expressed. See Idea Generation; New Product Development)

Brand - Marca (de produs). V. marca de fabrica, marca inregistrata.

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Brand Advertising - Prezenta unui brand pe canalele media cu scopul de a construi atitudini puternice pe termen lung ale consumatorilor cu privire la acesta. (English - The featuring of a particular brand in media vehicles in order to build strong, long-term consumer attitudes towards it)

Brand Authorisation - Obtinerea acordului de distributie si de de etalare a unui produs intr-un magazin cu vanzare cu amanuntul. (English - The obtaining of distribution and display, usually of a consumer packaged good, through a retail outlet)

Brand Competitors - Branduri concurente care pot satisface nevoile consumatorului aproximativ in aceeasi masura. Vezi Competitors. (English - Competing brands of products which can satisfy a consumer's wants almost equally as well as each other. See Competitors)

Brand Concept - Imaginea dorita pentru un brand de catre sponsorul sau; pozitionarea dezirabila a brandului pe piata si in mintea consumatorului. (English - The image that the brand sponsor wants a particular brand to have; the desired positioning of the brand in the market and in the minds of consumers)

Brand Conviction - O atitudine puternica sau un atasament puternic pe care consumatorii il au fata de un anumit brand. (English - The strong attitude or attachment consumers have towards a particular brand)

Brand Development Index - Raportul dintre intensitatea consumarii unui produs si densitatea populatiei in functie de tara, stat, oras, regiune etc. (English - A ratio of brand consumption intensity to population intensity by country, state, city, region, etc)

Brand Equity - Termen folosit ca referinta pentru valorile bine cunoscute ale marcii; echitatea de marca poate influenta puternic pretul pe care il stabileste compania. (English - A term used in reference to the value of a well-known brand; brand equity can greatly affect the buyout price of a company)

Brand Establishment - A construi o marca in stadiul introductiv din ciclul de viata al produsului; instaurarea marcii presupune dezvoltarea unei retele de distributie eficace pentru produs si convingerea consumatorilor cu privire la cumpararea produsului. Vezi Introductory Stage of the Product Life Cycle (stadiul introductiv din ciclul de viata al produsului). (English - The building-up of a brand in the introductory stage of the product's life cycle; brand establishment involves developing an effective distribution network for the product and convincing consumers to buy it. See Introductory Stage of the Product Life Cycle)

Brand Extension - Folosirea unei marci foarte cunoscute pentru lansarea pe piata a unui nou produs, dintr-o categorie diferita; se mai numeste si Franchise Extension (extindere de fransiza). (English - The use of a well-known brand name to launch a new product, of an unrelated category, into the market; also called Franchise Extension)

Brand Familiarity - Constientizarea unei marci la nivelul consumatorilor. (English - The awareness consumers have of a particular brand)

Brand Franchise - Loialitatea atasata unei marci bine cunoscute. Vezi Brand Extention. (English - The loyalty that attaches to a well-managed brand. See Brand Extension)

Brand Image - Sentimentele, starile, emotiile si conotatiile pe care le evoca un brand. (English - The feelings, moods, emotions and connotations evoked by a brand)

Brand Insistence - Stadiul de loialitate pentru un brand in care cumparatorul nu va accepta nici o alta alternativa si va cauta foarte mult brandul de care are nevoie. Vezi Brand Preference; Brand Recognition. (English - The stage of brand loyalty where the buyer will accept no alternative and will search extensively for the required brand. See Brand Preference; Brand Recognition)

Brand Label - O eticheta care da produsului numele de marca. (English - A label which gives the brand name of the product)

Brand Leveraging - Marirea razei de actiune a unui produs prin introducerea unor produse aditonale sub acelasi nume de marca, care are deja succes intr-o alta categorie. Se mai numeste si Product Leveraging, Brand Extension and Franchise Extension. (English - Broadening a company's product range by introducing additional forms or types of products under a brand name which is already successful in another category. Also called Product Leveraging, Brand Extension and Franchise Extension)

Brand Licensing - A imprumuta unei alte companii folosirea numelui de marca. (English - The leasing of the use of a brand to another company)

Brand Life Cycle - Concept, construit pe conceptul de ciclu de viata al unui produs, care pretinde ca marcile au si ele un ciclu de viata (introducerea, cresterea, maturitatea, declinul) si ca managementul strategiilor de brand este ajustat pentru fiecare stagiu. (English - A concept, building on the product life cycle concept, which states that brands also have a life cycle - introduction, growth, maturity, decline - and that particular brand management strategies are appropriate at each stage. See Product Life Cycle)

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Brand Loyalists - Consumatori care raman loiali unei marci pe o perioada indelungata. Vezi Brand Loyalty; Brand Promiscuity; Brand Switching. (English - consumers who remain loyal to a brand over a long period of time. See Brand Loyalty; Brand Promiscuity; Brand Switching)

Brand Loyalty - Masurarea gradului in care un consumator recunoaste, prefera si insista asupra unei anumite marci; loialitatea fata de marca rezulta in urma unei satisfactii prelungite pe care consumatorul o are din partea unui produs si care il face sa cumpere produsul fara a se gandi prea mult asupra deciziei de cumparare. Vezi High-Involvement Products. (English - A measure of the degree to which a buyer recognises, prefers and insists upon a particular brand; brand loyalty results from continued satisfaction with a product considered important and gives rise to repeat purchases of products with little thought but with high-involvement. See High-Involvement Products)

Brand Manager - Individ care are responsabilitatea de a planifica si a coordona activitatile de marketing ale unei firme legate de un singur brand. (English - An individual given responsibility for planning and co-ordinating the firm's marketing activities related to a single brand)

Brand Mark - Partea marcii care nu poate fi exprimata in cuvinte, ci doar poate fi vazuta; logo-ul, simbolul sau design-ul care face parte din brand. Vezi Brand Name (numele de marca). (English - The part of a brand which can be seen but not spoken; the logo, symbol or design that forms part of the brand. See Brand Name)

Brand Monopoly - O circumstanta in care un a anumit brand domina o piata. (English - A circumstance in which a particular brand dominates a market)

Brand Name - Parte a marcii care poate fi exprimata in cuvinte. Poate sa includa cuvinte, litere sau nume. Vezi Brand Mark. (English - The part of a brand which can be spoken. It may include words, letters or numbers. See Brand Mark)

Brand Personality - Sentimentul pe care il au oamenii cu privire la o marca ca forma distincta de ceea ce produsul este in realitate. (English - The feeling that people have about a brand as distinct from what the product can actually do)

Brand Power - Forta pe care o are o marca prin magnitudinea recunoasterii sale pentru a domina categoria din care face parte. (English - The force a particular brand has to dominate its category through the magnitude of its recognition)

Brand Preference - Stadiu in loialitatea fata de marca in care cumparatorul va alege un anumit brand, dar va cumpara brandul concurentei, daca cel pe care il doreste nu este disponibil. Vezi Brand Insistence; Brand Recognition. (English - The stage of brand loyalty at which a buyer will select a particular brand but will choose a competitor's brand if the preferred brand is unavailable. See Brand Insistence; Brand Recognition)

Brand Promiscuity - Comportament de cumparare al consumatorului in care lipseste loialitatea fata de marca. Vezi Brand Loiality. (English - Consumer buying behaviour marked by an absence of brand loyalty. See Brand Loyalty)

Brand Protection - Legislatie care interzice altor firme sa foloseasca numele marcilor care sunt inregistrate ale unei companii fara permisiunea acesteia. (English - Legislation forbidding other firms from using a company's registered brand names or brand marks without permission)

Brand Recognition - Stadiu in loialitatea fata de marca in care consumatorul este constient de existenta unui anumit brand, dar nu il prefera. Vezi Brand Insistence; Brand Preference. (English - The stage of brand loyalty at which the buyer is aware of the existence of a particular brand but has no preference for it. See Brand Insistence; Brand Preference)

Brand Reinforcement - Activitate care are ca scop sa-i faca pe consumatorii care au incercat un anumit brand sa repete cumpararea lui si sa atraga noi clienti; reimprospatarea bandului este un obiectiv cheie pentru stadiul de crestere din cilclul de viata al produsului. Vezi Growth Stage of the Product Life Cycle (stadiul de crestere din ciclul de viata al produsului). (English - Activity associated with getting consumers who have tried a particular brand to become repeat purchasers and with attracting new users; brand reinforcement is a key objective of the growth stage of the product's life cycle. See Growth Stage of the Product Life Cycle)

Brand Repositioning - Schimbarea tipului de atractie pe care il are o marca cu scopul de a atrage noi segmente de piata; repozitionarea marcii poate sau nu sa includa modificarea produsului. (English - Changing the appeal of a brand in order for it to attract new market segments; brand repositioning may or may not involve modifying the product)

Brand Revitalisation - Strategie care se aplica atunci cand brandul a atins maturitatea si profiturile incep sa scada; abordarile cu privire la revitalizare pot sa includa una sau mai multe expansiuni pe piata, modificarea produsului sau repozitionarea brandului. (English - Strategy employed when a brand has reached maturity and profits begin to decline; approaches to revitalisation may include one or all of market expansion, product modification or brand repositioning)

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Brand Revival - Revenirea unei marci care a disparut sau care a fost eliminata; reinvierea marcii, acolo unde numele brandului este inca puternic, este de obicei o strategie mai putin costisitoare decat aceea de creare a unui nou brand si poate sa aduca firmei un avantaj semnificativ intr-o piata matura. (English - The resurrection of a brand that is being harvested or which has previously been eliminated; brand revival, where the brand name is still strong, is often a less costly strategy than the creation of a new brand and may provide a firm with a significant advantage in a mature market)

Brand Sponsor - Fabricantul, distribuitorul sau vanzatorul cu amanuntul care detine brandul. Vezi Distributor's Brand; Generic Brand; Manufacturer's Brand. (English - The manufacturer, wholesaler or retailer who owns the brand. See Distributor's Brand; Generic Brand; Manufacturer's Brand)

Brand Strategies - Luarile de decizie in managementul eficient al unui brand; exista trei tipuri generale de strategii: un singur brand pentru toate produsele unei organizatii, branding pentru o familie de produse sau folosirea unor branduri diferite pentru fiecare produs. Vezi Corporate Branding; Family Brand; Individual Brand Name. (English - Decision-making for the effective handling of brands; three general branding strategies are available - a single brand for all of the organisation's products, family branding, or the use of individual brand names for all products. See Corporate Branding; Family Brand; Individual Brand Name)

Brand Switching - Schimbarea preferintei pentru un brand care apartine concuerntei. Vezi Brand Loiality (English - The changing of support and conviction for one brand to a competing brand. See Brand Loyalty)

Branduct - (Swiners, 1979) marca (de produs) care, datorita originalitatii atributelor sale, a devenit indisociabila de produsul generic pe care il desemneaza. Exemplu: Adidas, BiC, Lego, Xerox s.a. V. marca generica, nume generic.

Break Bumpers - Termen asociat in mod normal cu activitatea de sposorizare, prin care sponsorul programului detine un scurt moment de identificare sau “billboard”, adeseori doar 10 secunde, imediat sau inainte de o pauza publicitara. Alternativ, aceste scurte prezentari sunt favorizate de companiile TV in cadrul promo-urilor, in special in timpul emisiunilor importante sau in ore de maxima audienta. (English - Term normally associated with sponsorship activity, whereby the overall programme sponsor occupies a short identification spot or ‘billboard’, often just 10 seconds long, immediately prior to and/or following commercial breaks in the programme he has sponsored. Alternatively, these short slots are much favoured by TV companies for programme trailers or ‘station identification’, particularly during high profile or peak time programmes (see Billboard))

Break-Even - Moment in care venitul total este egal cu costul total. (English - The point at which total revenue is equal to total cost)

Break-Even Analysis - Metoda care determina numarul de unitati ale unui produs care trebuie vandute la un anumit pret pentru a recupera intregul cost de productie. (English - A method of determining the number of units of a product that must be sold at a given price in order to recover the total cost of production)

Bridge - Tranzitie de la o scena la alta intr-o reclama sau intr-o emisiune. (English - Transition from one scene to another, in a commercial or program)

Brief publicitar - Rezumat privind termenii in care se desfasoara o campanie publicitara - obiect al unui contract de publicitate incheiat intre o agentie de publicitate si un client - si care cuprinde informatii privind obiectivele, strategia de actiune si bugetul necesar. In urmatoarea faza, misiunea agentiei consta in realizarea propriu-zisa a mesajului si alcatuirea planului media: stabileste suportul/suporturile media cele mai adaptate, cumpara spatiu publicitar, intocmeste un calendar precis cu datele de aparitie, formatele selectate, timpii de antena etc. V. campanie publicitara, plan media.

Brinkmanship - Termen folosit in negocierile in care o parte impinge foarte tare limita pretului, termenilor, conditiilor etc, si refuza sa ajunga la un compromis; cea de-a doua parte trebuie sa tina seama ca impingerea limitelor poate sa o aduca in situatia de pierdere a afacerii. (English - A term used in negotiating in which one party bluffs or pushes the other to the very limit on price, terms, conditions, etc and refuses to concede further; the second party must call the bluff at the risk of losing the business)

Broad Assortment - Strategie clasare in care un distribuitor decide sa duca o gama larga de produse de linie similare. Vezi Assortment Strategies; Deep Assortment; Exclusive Assortment; Scrambled Assortment. (English - An assortment strategy in which a reseller decides to carry a wide range of related product lines. See Assortment Strategies; Deep Assortment; Exclusive Assortment; Scrambled Assortment)

Broadening Concept - Extinderea pietei, ca filosofie de business, cu scopul de a impiedica activitatile de marketing ale organizatiilor non-profit. Vezi Non-Profit Marketing. (English - The extension of marketing as a business philosophy to encompass the marketing activities of non-profit organisations. See Non-Profit Marketing)

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Broadsheet - Format de ziar mare, prin comparatie cu cel mai mic, al unui tabloid. (English - Large newspaper format, compared to the smaller ‘tabloid’ format)

Broadside - Un tip de promovare care apare pe o singura pagina mare de ziar. (English - A promotion that is printed on a single large sheet of paper, usually on only one side of the paper, as opposed to a tabloid or other off-size newspaper)

Broker - Intermediar in domeniul comercializarii marfurilor (un posibil sinonim pentru agent). Brokerul nu are drept de proprietate asupra marfurilor, nu detine marfuri in stoc, nu isi asuma riscuri si nu este implicat in procesul de finantare. Functia principala pe care o are este punerea in contact a cumparatorului cu vanzatorul si oferirea de sprijin in cursul negocierii. Primeste un comision din partea partii care l-a angajat, in functie de valoarea contractelor incheiate (brokerii sunt prezenti, indeosebi, in industria alimentara).

Brosura publicitara - Suport publi-promotional tiparit, deseori cu o conotatie de prestigiu, cuprinzand opt sau mai multe pagini, destinat prezentarii institutionale, a produselor si serviciilor unei firme, cu prilejul unor actiuni promotionale. Intr-o operatiune de mailing, suport destinat prezentarii ofertei firmei (cuprinzand text, ilustratie etc).

Browngoods - O clasificare a posesiunilor de lunga durata ale consumatorului, care include televizorul, radioul, echipamente de inalta clasa. Vezi Whitegoods. (English - A classification of consumer durables which includes television sets, radios and hi-fi equipment. See Whitegoods)

Browser - Un program care le permite utilizatorilor sa acceseze site-uri pe Internet. Netscape Navigator si Microsoft Internet Explorer sunt exemple de browsere. (English - A programme that allows users to view or access Internet sites. Netscape Navigator and Microsoft Internet Explorer are examples of web browsers (see WWW))

Buddy System - O metoda de training in vanzari in care un agent de vanzari experimentat este responsabil de antrenarea unui junior. Vezi Curbside Training; Formal Training; On-the-Job Training. (English - An on-the-job sales training method in which an experienced salesperson is responsible for the training of a new salesperson. See Curbside Training; Formal Training; On-the-Job Training)

Buget de publicitate - Totalitatea resurselor unei firme alocate pentru desfasurarea actiunilor de publicitate media. Aceste resurse sunt destinate achizitionarii de spatiu publicitar, acoperirii cheltuielilor tehnice de concepere si realizare a mesajelor etc. Marimea bugetului depinde de:- marimea firmei si sectorul in care aceasta isi desfasoara activitatea;- obiectivele firmei: lansarea unui produs nou, imbunatatirea imaginii de marca, cresterea vanzarilor;- obiectivele campaniei: durata, canalele si suporturile utilizate, zona geografica vizata a fi acoperita, procedeele tehnice utilizate;- bugetul promotional al concurentilor.

Buget promotional - Costul estimativ al unei actiuni promotionale. Totalul resurselor alocate de o firma activitatilor promotionale. Acestea includ, pe de o parte, bugetul media, cheltuielile de promovare a vanzarilor, merchandising, PLV s.a., iar pe de alta parte, bugetul de promovare institutionala: campanie de sponsorizare, organizarea de conferinte, seminarii, editarea unei publicatii proprii, crearea de evenimente, open days, alte actiuni de relatii publice. Metode de determinare a bugetului promotional: -un anumit procent din vanzarile prognozate, intr-o perioada determinata (engl. - percentage-of-sales method);-utilizarea tuturor resurselor disponibile (engl. - all you can afford approach, overkill method);-in functie de bugetul promotional al concurentilor (SOV) - comparativ cu bugetul altor firme din sector;-step-by-step campaign;-in functie de obiectivele promotionale si mijloacele financiare disponibile ale firmei, de experienta s.a.;Spre exemplu, bugetul promotional poate reprezenta o medie de 7% din cifra de afaceri a firmei prognozata pentru viitorul an financiar, cu diferentieri insemnate intre game (2-3% pentru produsele alimentare, 10-15% pentru cele de igiena si intretinere etc) sau in functie de ciclul de viata comerciala a marcii (resurse mai ridicate in faza de lansare etc). Advertising allowance (engl.) - aranjament in baza caruia producatorul acorda asistenta financiara distribuitorului in schimbul realizarii de catre acesta a activitatilor promotionale specifice.

Build Strategy - Luarile de decizie care au ca scop o mai buna penetrare a pietei de catre produse, pe piete deja existente, pe piete noi sau pe ambele. (English - Decision-making aimed at increasing market penetration of existing products into existing markets or new markets or both)

Bulk Circulation - Doua sau mai multe copii ale unei reviste trimise unui singur destinatar, care distribuie copiile individuale. (English - Two or more copies of a magazine sent to a single addressee who, distributes individual copies)

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Bulldog edition - O editie a unei publicatii tiparite care apare inainte de toate celelalte editii. De obiceci, este prima editie a unui ziar de mare circulatie. (English - An edition of a print publication that is available earlier than other editions. Usually, this is the early edition of a large circulation newspaper)

Bundling - Practica de a oferi doua sau mai multe produse sau servicii ca pachet special unitar la un pret mai scazut; se mai numeste se Bundled Pricing. Vezi Unbundling. (English - The practice of offering two or more products or services as a single package at a special price; also referred to as Bundled Pricing. See Unbundling)

Buried position - Plasarea unei reclame intre alte reclame dintr-o publicatie, astfel incat ea este greu de observat. (English - Placing an ad between other ads in a print publication, so that readers are less likely to see it)

Burst Advertising Expenditure - O concentratie a cheltuielilor pentru advertising care depaseste o perioada limitata de timp. Vezi Drip Advertising Expenditure. (English - A concentration of advertising expenditure over a limited time period. See Drip Advertising Expenditure)

Burst Campaign - Activitate de publicitate concentrata pe obtinerea unei expuneri mari pe o perioada limitata, de obicei planificata in functie de nevoile sezoniere ale produsului. Opusul unei campanii drip(vezi: Drip Campaign, Continuity, Flight, Laydown, Pulsing, Strike Rate). (English - Advertising activity concentrated into bursts to achieve high exposure over a limited period, often timed to meet seasonal product needs. Opposite of a ‘drip campaign’ (see Drip Campaign, Continuity, Flight, Laydown, Pulsing, Strike Rate))

Business Analysis - Stadiu in procesele de dezvoltare ale produsului in care informatia obtinuta in cercetare, in dezvoltarea conceptului, in testare si in stadiile de planificare de marketing este folosita pentru a acoperi costurile de productie si pentru a recupera investitia. Vezi New Product Development (devzlotarea noului produs). (English - A stage in the new product development process in which the information gathered in the screening, concept development and testing and marketing planning stages is used to produce break-even and return-on-investment projections. See New Product Development)

Business Cycles - Modelele istorice care domina conditiile economice: prosperitate, recesiune, decadere si recuperare (English - Historical patterns of prevailing economic conditions - prosperity, recession, depression and recovery)

Business Guides - Jurnale, periodice, reviste etc care contin informatii despre marimea, raza de actiune a produselor, personalul etc unei companii. (English - Journals, periodicals, magazines etc. containing information about the size, product range, personnel, etc. of companies)

Business Mix - Combinatia intre tipurile de afaceri in care firma este angajata. (English - The combination of businesses in which a firm is engaged)

Business Plan - Un raport despre constituirea unei companii, continand definitia misiunii pe care compania si-o asuma, oportunitatile identificate, obiectivele, strategiile si planurile de actiune, masuri de control si evaluare. (English - A blueprint for building a company, containing a definition of the company's mission, identified opportunities, objectives, strategies and action plans and control and evaluation measures)

Business Portfolio Analysis Matrix - Instrument folosit in analiza afacerii ca mijloc de clasificare a produselor firmei sau a unitatilor sale cu scopuri de planificare strategice. Vezi Boston Consulting Group Portfolio Analysis Matrix (matricea de analiza a portofoilului a grupului de consultanta Boston); General Electric Strategic Business Portfolio Planning Grid (grila de planificare a portofoliului de planificare strategica apartinand lui General Electric). (English - A tool used in business analysis as a means of classifying a firm's products or business units for strategic planning purposes. See Boston Consulting Group Portfolio Analysis Matrix; General Electric Strategic Business Portfolio Planning Grid)

Business Strategy - Mijloacele prin care o afacere isi dezvolta activitatea pentru atingerea unor obiective prestabilite. (English - The means by which a business works towards achieving its stated aims)

Business Strength - Masura abilitatii unei firme de a ramane cu succes in competitie pe o anumita piata. (English - a measure of the ability a firm has to compete successfully in a particular market)

Business to Business (B2B) - Vanzarea produsului pentru a servi unor alte necesitati decat cele de consum personal. Cumparatorul poate fi o fabrica, un mediator de vanzari, un corp guvernamental, o institutie non-profit, sau orice alta organizatie care nu se identifica la nivelul unui consumator individual. (English - Relating to the sale of a product for any use other than personal consumption. The buyer may be a manufacturer, a reseller, a government body, a non-profit-making institution, or any organisation other than an ultimate consumer)

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Business to Consumer (B2C) - Vanzarea pentru consum personal. Cumparatoul poate fi un individ, o familie sau un alt grup, care cumpara pentru a folosi produsul pentru nevoi personale sau pentru folosirea lui de catre un alt individ. (English - Relating to the sale of product for personal consumption. The buyer may be an individual, family or other group, buying to use the product themselves, or for end use by another individual)

Buy Classes - Situatii de cumparare clasificate dupa experienta primara pe care o are cumparatorul cu produsul sau cu furnizorul; clasele de cumparare pot fi impartite in: straight rebuys, modified rebuys and new tasks. Vezi Modified Rebuy; New Task Buying; Straight Rebuy. (English - buying situations categorised according to the prior experience of the buyer with the product and supplier; buy classes can be classified as straight rebuys, modified rebuys and new tasks. See Modified Rebuy; New Task Buying; Straight Rebuy)

Buy-back - Tehnica folosita in comertul international, constand in furnizarea de catre o firma - importatoare a unor echipamente tehnice -, in contrapartida, a unor produse fabricate cu ajutorul acestor mijloace de productie inreprinderii din tara exportatoare (care are astfel posibilitatea sa patrunda direct pe o piata externa).In promovarea vanzarilor, angajament al vanzatorului de a rascumpara un produs de consum durabil achizitionat de cumparator, la nivelul pretului de achizitie efectiv, dupa o perioada de timp (in general lunga, prestabilita). Exemplu: rambursarea pretului platit de cumparatorul unui televizor, dupa 10 ani, in baza certificatului de rambursare acordat de fabricant (si a bonului de participare, a copiei facturii etc.). V. oferta rambursabila.

Buyer - Individul care detine decizia de cumparare; agent de cumparare. Vezi Buying Centre (centru de cumparare). (English - The individual who handles the actual purchase in a buying decision; a purchasing officer. See Buying Centre)

Buyer Action Theory - Un punct de vedere traditional care sustine ca actul de cumparare se petrece in urma parcurgerii unor stari mentale induse de un agent de vanzari. Vezi conceptul AIDA, Buyer Resolution Theory (teoria rezolutiei cumparatorului); Formula Approach (abordarea formulara). (English - A traditional point of view holding that a prospect buys after being guided through certain mental processes by a salesperson. See AIDA Concept; Buyer Resolution Theory; Formula Approach)

Buyer Behaviour - Un studiu al consumatorilor si al organizatiilor cu privire la deciziile lor de cumparare. Vezi Consumer Behaviour (comportamentul consumatorilor); Organisational Buying Behaviour (comportamentul de cumparare al organizatiilor). (English - The study of consumers and organisations in relation to their purchase decisions. See Consumer Behaviour; Organisational Buying Behaviour)

Buyer Intention Forecast - O metoda de predictie a cererii unui produs pe viitor care utilizeaza ca tehnica intrebarea directa a potentialilor cumparatori despre dorintele pe care le au. (English - A method of predicting future demand for a product by asking potential buyers for their likely requirements)

Buyer Involvement - Masura a timpului si a efortului pe care un cumparator este dispus sa le consume pentru cumpararea unui singur produs. Vezi See High-Involvement Products; Low-Involvement Products. (English - A measure of the time and effort a buyer is prepared to devote to the purchase of a particular item. See High-Involvement Products; Low-Involvement Products)

Buyer Readiness Stage - Stadiul de pregatire sau de necesitate in care se afla un consumator cu privire la cumpararea unui anumit produs; starile sunt de obicei urmatoarele: constientizare, cunoastere, legare, preferinta, convingere si cumparare. (English - The state of preparedness or willingness in which an individual consumer may be in regard to the purchase of a particular product; the stages are commonly listed as awareness; knowledge; liking; preference; conviction and purchase)

Buyer Resolution Theory - Ideea conform careia cumparatorul decide sa isi insuseasca un produs dupa rezolvarea a cinci probleme mentale de baza: nevoia, produsul, sursa, pretul si timing-ul. (English - The idea that a buyer decides to purchase only after mentally resolving five specific issues - need, product, source, price, and timing)

Buyer's Market - O piata in care exista o abundenta a unui anumit produs sau serviciu. (English - A market in which there is an abundance of a particular good or service for sale)

Buyer-Seller Dyad - Comunicarea bilaterala intre cumparator si vanzator. (English - The two-way flow of communication between buyer and seller)

Buyer-Seller Interdependence - Relatia stransa dintre cumparatori si vanzatori, in special pe pietele organizationale, unde cumparatorii devin extrem de dependenti de vanzatori pentru asigurarea resurselor si comenzilor. (English - The close relationship between buyers and sellers, especially in organisational markets, where buyers become highly dependent on sellers for assured supply and delivery)

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Buying Allowance - Un tip de promovare a vanzarilor in care cumparatorilor le este oferita o reducere de pret pentru fiecare cutie/carton/etc cumparat pe perioada promotiei. Vezi Allowences. (English - A trade sales promotion in which buyers are offered a price reduction for each carton, case, etc. purchased during the period of the promotion. See Allowances)

Buying Behaviour - Procesul prin care trec clientii in luarea deciziei de cumparare a unor bunuri sau servicii. Comportamentul de cumparare poate fi influentat de o varietate de factori externi si de diverse motivatii, dar si de activitatile de marketing. (English - The process that buyers go through when deciding whether or not to purchase goods or services. Buying behaviour can be influenced by a variety of external factors and motivations, including marketing activity)

Buying Brief - Ii ofera cumparatorului de media un set de obiective ale campaniei si mijloacele prin care acestea pot fi atinse. In cazul TV-ului, acesta ar trebui sa includa lungimea spatiilor, public tinta, rating-uri, target de receptare si frecventa, structura pe parti de zi si/sau tipurile de programe. (English - Provides the media buyer with a set of campaign objectives and the means by which they are to be achieved. With TV this would include time lengths, target audience, ratings, reach and frequency targets, daypart structure and/or programme type)

Buying Centre - Orice membru al organizatiei care participa la decizia de cumparare; categoriile de participanti din centrul de cumparare sunt numiti si utilizatori, persoane care infulenteaza, decidenti, cumparatori, gatekeepers. Vezi Buyers; Deciders; Gatekeepers; Influencers; Users. (English - Everyone within an organisation who participates in a buying decision; categories of participants within the buying centre are commonly referred to as users, influencers, deciders, buyers and gatekeepers. See Buyers; Deciders; Gatekeepers; Influencers; Users)

Buying Committee - Grup in cadrul unei organizatii a retailerilor sau al unui lant de magazine care are responsabilitatea vanzarilor marfurilor din stocul pe care il detin. (English - A group within a retailing organisation or chain which has responsibility for the purchase of merchandise for resale)

Buying Cycle - Timpul de care are nevoie o organizatie pentru a se decide sa cumpere. (English - The time taken by an organisation to complete its decision to buy)

Buying Power - Resursele, in special cele financiare, pe care le au clientii la un moment dat. (English - The resources, especially financial, that customers have at a given time)

Buying Signals - Semne sau indicatii, verbale sau non-verbale, care spun unui agent de vanzari daca clientul este gata sau nu pentru a cumpara. (English - Signs or indications, verbal or nonverbal, that tell a salesperson that the buyer is ready to buy)

By-Product - Un produs secundar care rezulta in urma fabricarii unui alt produs. (English - A secondary product produced during the process of manufacturing another)

By-Product Pricing - O metoda de stabilire a pretului folosita in situatii in care rezulta un produs secundar in urma procesului de fabricatie. Daca valoarea produsului secundar este mica, atunci pretul sau nu va afecta pretul produsului principal; daca, pe de alta parte, acesta are o valoare mare, producatorul ar putea sa se regaseasca intr-o pozitie avantajoasa prin stabilirea unui pret mai mic pentru produsul principal. (English - A pricing method used in situations where a saleable by-product results in the manufacturing process. If the by-product has little value, and is costly to dispose of, it will probably not affect the pricing of the main product; if, on the other hand, the by-product has significant value, the manufacturer may derive a competitive advantage by charging a lower price for its main product)

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C

C-Type Response - Reactia la o reclama sau la o campanie publicitara care este imediat evident. Vezi S-Type Response. (English - A response to an advertisement or an advertising campaign which is immediately obvious. See S-Type Response)

Cache/ Caching - Toate browserele salveaza o copie cu paginile web care au fost vizitate recent. Cand repetam cautarea, informatia este primita de la copie mai degraba decat de la server-ul original(pentru a mari viteza de acces si pentru a reduce traficul). Caching-ul este facut de furnizorii de servicii, cat si de browser-ele utilizatorilor. Cachinul reduce audienta masurata pe un site, paginile si reclamele. (English - All Internet browsers, such as Microsoft Internet Explorer and Netscape Navigator, save a copy of all web pages that have been recently visited. On repeating the visit to the page, it is often retrieved from the cached copy rather than from the original server (to speed access and reduce Internet traffic congestion). Caching is carried out by service providers as well as by users’ browsers. Caching reduces the measured audience to a site, its pages and its ads)

Cadou promotional - In actiunile de promovare a vanzarilor, obiect promotional/articol oferit gratuit clientelei potentiale (fara a fi solicitat sau la cerere), actiune independenta de achizitia vreunui produs sau serviciu de beneficiar (spre deosebire de prima). Prezinta un impact pozitiv pentru firma indeosebi in termeni de imagine decat sub aspect financiar (mentinerea relatiilor de prietenie cu clientela, imbunatatirea imaginii, aport relational). Modalitati de prezentare:- cadou direct - obiect promotional oferit clientelei fara a fi necesara achizitia unui produs/serviciu si fara manifestarea expresa a dorintei acesteia. Este o actiune care insoteste, de regula, un eveniment comercial sau festiv al firmei. Exemplu: o agenda, un calendar sau un pix inscriptionat oferit la standul unei expozitii, dulciuri sau baloane oferite copiilor care insotesc parintii la cumparaturi intr-un supermarket, traditionalele cadouri oferite clientelei la sfarsit de an s.a.- cadou pentru toti vizitatorii unui nou punct de vanzare. Exemplu: promisiunea acordarii unui cadou-surpriza (in limita stocurilor disponibile) tuturor vizitatorilor unui nou supermarket (sau unui magazin VPC ori virtual). Obiectiv: descoperirea magazinului, cresterea frecventei de vizitare, atragerea clientilor oportunisti, comunicare;- cadou oferit la cerere, in numar limitat - spre exemplu, un ghid turistic oferit primilor 1.000 de persoane care au raspuns unei oferte/unui sondaj prezentata intr-o revista de moda, fara obligatia cumpararii vreunui produs/serviciu (perceptia ofertei-cadou trebuie sa fie valorizatoare);- cadou de sponsorizare: cadou oferit unui client drept recompensa pentru recomandarea efectuata unui produs/unei modalitati specifice de distributie fata de o cunostinta. Se utilizeaza pentru bunurile de folosinta indelungata avand o valoare unitara ridicata, in vanzarile directe, in VPC, in cluburile de consumatori, in vanzarile pe baza de abonament (presa, carti, fitness s.a.). Scop: stimularea primei achizitii, crearea de interactivitate, comunicare. Clientul care a fost prezentat beneficiaza, la randul sau, de o oferta de primire (de regula, sub forma de prima).

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Camera-ready art - Lucrare de arta care se afla intr-un stadiu suficient de avansat pentru a putea fi fotografiata pentru tiparire. (English - Artwork that is in sufficiently finished form to be photographed for printing)

Campaign - Intregul proces al efortului de advertising. (English - The entire process and duration of the advertising effort)

Campanie publicitara - Ansamblu unitar si coordonat de actiuni publicitare, programate in timp si in spatiu, care se deruleaza prin diferite canale si suporturi media si care au drept scop atingerea obiectivelor firmei. Exemplu: campanie locala/nationala (engl. - regional or national campaign) de lansare a unui nou produs (vizeaza exercitarea unei influente puternice asupra pietei-tinta - de informare, popularizare si incercare a marcii), campanie de crestere a notorietatii si de imbunatatire a imaginii de marca etc. Derularea unei campanii publicitare necesita punerea in aplicare a unui ansamblu unitar de actiuni specifice:-pentru beneficiar - stabilirea obiectivelor campaniei, bugetul alocat, selectarea agentiei/agentiilor de publicitate; alegerea se face in functie de o serie de criterii de evaluare a agentiei (competenta, creativitate, marime, imagine, numar de clienti, localizare etc), cu mai multe luni inainte de debutul propriu-zis al campaniei;-pentru agentia media - stabilirea tintei de comunicare, selectarea celor mai adecvate canale si suporturi media (in concordanta cu obiectivele campaniei), creatie, productie, programare media s.a.Campanie educationala/sociala: campanie publicitara media, derulata de institutii guvernamentale, organizatii profesionale s.a., care are ca scop influentarea comportamentului unei comunitati (spre exemplu, o anumita conduita, intarirea sanatatii, igiena, etc.).

Canal de distributie - Categorie de intermediari, avand aceeasi natura si aceeasi specializare, care participa la fluxul unui produs de la producator la consumatorul/utilizatorul final. Exemplu: detailisti, angrosisti, negociatori s.a.

Cancellation Period - Perioada de timp dupa care nu poti anula o reclama programata fara a plati penalizari proprietarului de media. Aceasta perioada variaza in functie de tipul de media. Daca, totusi, campania este reprogramata atunci penalizarea poate fi redusa/evitata prin negociere. (English - The time after which it is not possible to cancel a booked advertisement without payment of a penalty to the media owner. The time allowed varies both between and within different media types. If a campaign is put back then the penalty may be reduced or avoided by negotiation)

Canibalizare a produsului - Situatie in care cresterea volumului de vanzari pentru o marca provoaca reducerea vanzarilor pentru alta marca apartinand aceleiasi linii/game de produse a firmei (valabil prin extensie, si pentru marcile dintr-un raion). Riscul canibalizarii apare, practic, de fiecare data cand o companie isi extinde o linie de produs si se manifesta printr-un transfer al cumpararilor catre noua marca. Vanzarea noului model poate, pe ansamblu, sa imbunatateasca sau nu mix - contributia in cifra totala de afaceri a liniei/gamei. "Canibalism" voluntar: firma urmareste cresterea vanzarilor prin inlocuirea intentionata a produselor aflate in declin cu produse noi, din propria gama. Aceasta strategie are un dublu rol: sa canibalizeze produsele vechi (sa fidelizeze clientela actuala fata de noile modele) si sa atace concurenta. Canibalizarea voluntara se justifica atunci cand noul produs nu va fi substituit sau confundat de consumatori cu produsele comercializate in prezent de firma si atunci cand vanzarea noului model este mai profitabila decat vanzarea produselor canibalizate. Efectele sunt negative atunci cand diferentierea marcilor este insuficienta sau cand se manifesta o concurenta accentuata intre managerii de marca ai companiei.

Cannibalisation - Pierderea suferita in vanzarea unui anumit produs in favoarea unei noi oferte in linia de produse. Vezi Planned Cannibalisation; Unplanned Cannibalisation. (English - The loss of sales of an existing product to a new offering in the product line. See Planned Cannibalisation; Unplanned Cannibalisation)

Capacitatea pietei firmei - Indicator care exprima dimensiunea pietei unei firme. Se exprima prin intermediul unor indicatori fizici si valorici, cum sunt: volumul ofertei, volumul cererii pietei, volumul tranzactiilor, cota de piata. Capacitatea pietei poate fi efectiva (volumul vanzarilor realizate efectiv de firma, intr-o perioada determinata) sau potentiala (volumul maxim al vanzarilor pe care firma le-ar putea realiza intr-o perioada determinata).

Capital Items - Bunuri de lunga durata ale afacerii unei firme (cladiri, instalatii, echipament etc). (English - Long-lived business assets (buildings, plant and equipment, etc) of a firm)

Caption - (1) Headline-ul unei reclame; (2) Textul care apare pe o ilustratie sau pe o fotografie. (English - (1) An advertisement's headline; (2) The text accompanying an illustration or photograph)

Captioned Photograph - Fotografie cu o scurta descriere a continutului sau; tehnica frecvent folosita de specialistii in relatii publice in comunicatele de presa sau in articolele descriptive. (English - A photograph with a brief description of its contents, frequently issued by public relations personnel with news releases or feature articles)

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Captive Product - Produs facut special pentru a fi folosit impreuna cu un altul, ca de exemplu un stilou cu rezerva, o lama cu un aparat de ras, o baterie cu o lanterna etc. (English - A product made specifically to be used with another, such as a refill with a ball-point pen, a blade with a razor, a battery with a torch, etc.)

Card de fidelitate - Mijloc promotional de stimulare a fidelitatii clientelei fata de o marca (de comert, de fabrica - de produs sau servicii: punct de vanzare, lant de magazine, fabricant etc). Legitimatia/cardul de fidelitate da dreptul clientilor care au realizat, in cursul unei perioade de timp, o anumita valoare/volum/numar de achizitii, sa beneficieze de reduceri de pret sau de cadouri (in suma fixa sau in raport cu marimea comenzilor efectuate).

Carload Freight Rate - O oferta speciala oferita companiilor de catre caile ferate pentru a le incuraja sa transporte in vagoane in detrimentul transporturilor care sunt mai mici de un vagon. (English - A special rate offered to companies by railways to encourage them to ship in carload (c.l.) rather than less-than-carload (l.c.l.) quantities)

Carry-Over Effect - O reclama dintr-o anumita perioada de timp poate continua sa aiba efecte in perioade ulterioare. Modelarea efectelor publicitare si planificarea programelor de advertising trebuie sa ia in considerare astfel de efecte intarziate. Aceasta se poate face fie prin derviarea intarzierii direct de la informatie sau prin factorul standard de carry-over(vezi Adstock). Proportia efectului necontinuat se numeste “decay”. (English - An advertisement in one period of time may continue to have an effect (carry-over) into subsequent periods. The modelling of advertising effects, and the planning of advertising schedules, need to take such lagged effects into account. This may be done either by deriving the lags directly from the data or by a standard average carry-over factor (see Adstock). The proportion of the effect not carried over is called ‘decay’)

Carrying Costs - Costuri asociate cu mentinerea inventarului, precum finantare, depozitare, asigurare si iesirea din uz. (English - Costs associated with maintaining inventory, such as financing, storage, insurance and obsolescence)

Carryover Effect in Advertising - Rata cu care eficienta unei campanii de advetising scade odata cu trecerea timpului; de exemplu, o campanie de advertising lansata intr-o luna va avea un efect cu 50% mai redus in luna care urmeaza. (English - The rate at which the effectiveness of an advertising campaign diminishes with the passing of time; for example, an advertising campaign this month may have a carryover effect of >50 next month)

Carte de credit - Mijloc de plata, modalitate de reglementare a achizitiei de bunuri si servicii de un consumator individual, constand in utilizarea - la punctele de vanzare electronica aderente - unui card de plastic eliberat de o institutie financiara specializata, continand unitati de memorie (detinatorul dispune direct de resursele din contul de credit, reglementarea situatiei cu emitentul efectuandu-se periodic). In plus fata de o carte de debit, o carte de credit permite posesorului si obtinerea de credit. Exemple: VISA, MasterCard, American Visa Card. V. cyber-bank, bani electronici. In Romania, primele carduri de credit au fost emise in 2000.Cyber credit card/check: versiune speciala securizata a unei carti de credit/cec electronic, utilizata in operatiunile comerciale pe Internet.

Cartel - Un gurp de firme (sau de natiuni) care incearca sa detina monopolul pretului pe o piata. (English - A group of firms (or nations) attempting to act as a monopoly to control the market price)

Casa electronica de marcat - Casa de inregistrare conectata la un calculator central sau la o retea telematica, care permite citirea codului de bare (folosind un scanner sau un cititor optic), afisarea si citirea automata a pretului de vanzare, gestionarea stocurilor, elaborarea de facturi detaliate, memorizarea unor informatii comerciale etc, contribuind astfel la imbunatatirea gradului de deservire a clientelei. Utilizarea caselor de marcat fiscale omologate in sectorul comercial cu amanuntul si al prestarilor de servicii a devenit obligatorie, din 2000, si in Romania.

Case Allowance - Reducere facuta retailerilor pentru produse, cu scopul de a-i incuraja sa cumpere cantitati mai mari. Vezi Allowances. (English - Discount allowed on products sold to retailers to encourage them to purchase in larger quantities. See Allowances)

Cash and carry - Vanzare angro cu plata in numerar; forma de comercializare a bunurilor, in cantitati mari (similar depozitelor angro), in sistem autoservire. Comerciantul limiteaza la strictul necesar serviciile asigurate clientilor – in scopul reducerii la minimum a cheltuielilor generale ale magazinului. Cumparatorul isi ridica singur marfa, o ambaleaza si efectueaza transportul, iar plata se efectueaza pe loc, in numerar (cash).

Cash Cows - Produse sau unitati de afacere strategice ale unei organizatii care sunt caracterizate de o mare raspandire pe piata si o crestere mica; Cash Cows produc fondurile necesare pentru dezvoltarea si suportul produselor noi sau care au un succes mai mic. Vezi Boston Consulting Group Portfolio Analysis Matrix; Dogs; Question Marks; Stars. (English - Products or strategic business units within the organisation's mix which are characterised by high market share and low market growth; Cash Cows produce the

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revenue required to develop and support less successful or newer products. See Boston Consulting Group Portfolio Analysis Matrix; Dogs; Question Marks; Stars)

Cash Discount - Un discount de 1-2% oferit de anumite media advertiser-ilor care platesc prompt in decurs de o perioada stabilita de la data aparitiei reclamei, care este mai devreme decat termenii normali de plata. (English - A discount, usually 1-2%, which may be offered by certain media owners to advertisers who pay promptly, within a defined period from appearance of the advertising which is earlier than the normal payment terms)

Cash flow - Fluxul de lichiditati al unei afaceri, calculat ca diferenta intre incasari si cheltuieli curente. (English - The money required by a company to meet expenses in a given period)

Cash Rebate - Banii care sunt returnati clientilor care cumpara de la retaileri intr-o perioada specificata; rabatul permite dealerilor sa goleasca inventarul fara a scadea pretul. De exemplu, un dealer care vinde o masina nou-aparuta poate sa anunte ca toti cei care vor cumpara masina respectiva in luna in curs la pretul stbilit de 25 000 de dolari, vor primi inapoi 2000 de dolari. (English - Money refunded to customers who buy merchandise from retailers within a specified time; the rebate allows dealers to clear inventories without cutting list price. For example, a new car dealer might announce that everyone who purchases a certain vehicle in the current month at the regular price of $25,000 will receive a cash rebate of $2,000)

Casting - In marketing, operatiune constand in identificarea/selectia de personaje care vor fi prezente in cadrul unor clipuri publicitare, filme video - actori, figuranti, interpreti (in reclame, testimonial), casting de voci s.a.

Casual Product Classes - Clasificari in linii mari ale produselor, folosite pentru a descrie pietele in termeni uzuali, de exemplu piata mancarii pentru animale, piata fotocopiatoarelor, piata mancarii pentru micul dejun etc. Vezi Standard Product Classes (clase de produse standard). (English - Broad classifications of products used to describe markets in everyday terms, eg. the pet food market, the photocopier market, the breakfast foods market, etc. See Standard Product Classes)

Catalog comercial - Document promotional imprimat, avand o conotatie de prestigiu (contine cateva zeci/sute de pagini color), de prezentare detaliata si, de regula, exhaustiva a ofertei comerciale a unei companii (producator, distribuitor etc.). Articolele prezentate sunt insotite de fotografii realizate artistic, de preturile de vanzare, informatii detaliate. Catalogul este instrumentul principal utilizat in sistemul vanzarilor la distanta - suport specializat de promovare, informare si de efectuare a comenzilor. V. vanzare prin catalog.

Catalogue Marketing - Forma de marketing direct in care clientii dau comenzi din cataloage pe care le primesc prin posta; bunurile comadate sunt livrate la domiciliu. (English - A form of direct marketing in which customers order from catalogues which are sent to them by mail; the ordered goods are shipped directly to them)

Catalogue Retailer - Retaileri care trimit prin posta cataloage clientilor lor si care organizeaza expozitii permanente in care sunt prezentate mostre de produse; comenzile sunt acoperite cu produse din depozit. Se mai numeste si Mail Order House. (English - Retailers who mail catalogues to their customers and maintain showrooms where samples of the products for sale are displayed; orders are filled from back-room warehouses. Also called Mail Order House)

Catch phrase - In publicitate, slogan foarte popular de care se face uz in limbajul cotidian, o perioada de timp.

Category development index (CDI) - Comparatie intre procentul de vanzari al unei categorii de produse pe o piata si populatia pietei respective. (English - A comparison of the percent of sales of a product category in a market, to the percent of population in that market)

Category Manager - Individ responsabil de strategiile de marketing ale tuturor marcilor din linia de produse; se mai numeste si Product Line Manager (manager de linie de productie). (English - An individual responsible for the marketing strategies of all the brands in a product line; also referred to as a Product Line Manager)

Causal Research - Cercetarea de marketing care examineaza relatiile cauza-efect dintre variabile. (English - Marketing research which examines the cause-and-effect relationship among variables)

Cause Related Marketing - Parteneriatul dintre o companie sau un brand si o cauza sau o actiune caritabila, in care fondurile caritabile depind financiar de vanzarea anumitor produse. (English - Partnership between a company or brand and a charity or 'cause' by which the charity benefits financially from the sale of specific products)

CDI - Un studiu comparativ dintre mai multe piete si o totalul vanzarilor dintr-o singura piata pe o categorie de produs; folosit pentru evalua potentialul unei piete pentru o categorie sau un brand. Poate contribui la stabilirea unor caracteristici regionale in campania de media. (English - Category Development Index. A comparative market-by-market measure of a market’s total sales of

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all brands of a single product category, used to evaluate the sales potential of a market for a product category or a brand. Can contribute towards determining regionality for media campaigns (see BDI))

Celebrity Testimonials - Produse promovate prin advertising care folosesc ca giranti personalitati din lumea divertismentului, a sportului, a politicii etc. (English - Advertisements featuring endorsements of products by well-known personalities from the field of entertainment, sport, politics, etc.)

Census - Colectarea de date din toate resursele posibile intr-o populatie. (English - The collection of data from all possible sources in a population)

Centralisation - Atunci cand un advertiser cu mai multe agentii de creatie pentru mai multe produse angajeaza o agentie centrala pentru a cumpara spatiu media si alte servicii media.(Vezi: Media Dependent, Media Independent). (English - When an advertiser with a number of creative advertising agencies for its various products or services appoints one central agency for airtime space buying and other media services (see Media Dependent, Media Independent))

Centre spread - Pagina publicitara dubla situata la mijlocul unei publicatii periodice (ziar, revista comerciala, magazin).

Centre-of-Influence Method - Metoda de previziune bazata pe trimiteri; un agent de vanzari foloseste persoane influente (bancheri, solicitanti, consultanti etc) pentru a obtine legaturi cu potentiali cumparatori. Vezi Key Influence People (personalitati cheie de influenta). (English - A prospecting method based on referrals; a salesperson uses influential people (bankers, solicitors, consultants, etc) to obtain leads to potential buyers. See Key Influence People)

Centru comercial - Stabiliment comercial (regional sau local) de mari dimensiuni, structura de vanzare dispunand de un vad comercial insemnat, care reuneste mai multi comercianti independenti ce desfasoara activitati de comercializare (cu amanuntul) de produse, servicii, alimentatie publica si care utilizeaza in mod unitar o infrastructura comuna, utilitati adecvate s.a. Suprafata comerciala utila a unui centru comercial regional este cuprinsa, in Franta, intre 30.000 si 50.000 mp si cuprinde mai multe tipuri de puncte de vanzare: hypermarches - HM, grands magasins - GM, magasins populaires - MP, supermarches - SM, boutiques (specializate in alimentatie, echipamente de uz personal, servicii) etc. O structura distributiva aparte o reprezinta centrul comercial mall.

CEO - Director executiv/sef de birou/sef de departament, in cadrul unei companii. COO: chief operating officer.

Cercetare de marketing - Investigare complexa si sistematica a pietei, a mediului extern al firmei, precum si a componentelor mixului de marketing, folosind un ansamblu de metode stiintifice de colectare, analiza, interpretare si sintetizare a informatiilor necesare fundamentarii deciziilor de marketing ale firmei. Cercetarea poate fi :- de teren (engl. - field research) - permite colectarea de date primare (spre exemplu, un sondaj de opinie stradal - un interviu pe baza de chestionar, fata in fata);- de birou (engl. - desk research) - studiu documentar al diverselor surse de informatii secundare (interne si externe). V. studiu de piata.

Chain Store - Un grup de magazine de vanzare cu amanuntul, centralizate din punctul de vedere al managementului, care au in general acelasi tip de marfa. (English - A group of retail stores, centrally owned and managed, generally carrying the same kind of merchandise)

Channel Captain - Membru al unui canal de marketing care isi asuma leadership-ul pentru a organiza sistemul in vederea inlesnirii inlaturarii conflictelor, atingerii cotelor economice dezirabile si maximizarii impactului pe care il are afacerea. Vezi Marketing Channels. (English - A member of a marketing channel assuming a leadership role in organising the system in order to lessen conflict, achieve economies of scale and maximise business impact. See Marketing Channels)

Channel Conflict - Conflict intre membrii unui canal de marketing. Vezi See Horizontal Channel Conflict; Inter-type Channel Conflict; Marketing Channels; Vertical Channel Conflict. (English - Discord among members in a marketing channel. See Horizontal Channel Conflict; Inter-type Channel Conflict; Marketing Channels; Vertical Channel Conflict)

Channel Flows - Fluxul de bunuri fizice si servicii, titluri, promotii, informatii si plati intr-un canal de distributie. Vazi Marketing Channel. (English - The flow of physical goods and services, title, promotion, information and payment along a channel of distribution. See Marketing Channels)

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Channel Length - Numarul de niveluri de intermediere folosit intr-ul canal de distributie. Vezi Direct Marketing Channel; One Level Channel; Two Level Channel; Zero Level Channel. (English - The number of levels of marketing intermediaries used in the channel of distribution. See Direct Marketing Channel; One Level Channel; Two Level Channel; Zero Level Channel)

Channel Mix - Gradul de intensitate selectat pentru distributia unui produs. Vezi Exclusive Distribution (distributia exclusiva); Intensive Distribution (distributia intensa); Selective Distribution (distributia selectiva). (English - The degree of intensivity selected for the distribution of a product. See Exclusive Distribution; Intensive Distribution; Selective Distribution)

Channel Power - Circumstantele economice sau sociale care permit unui membru al unui canal sa-l controleze pe un altul. (English - The circumstances - economic or social - that allow one channel member to control another. See Channel Captain)

Channel Reach - Procentul de oameni care se uita la un program intr-o perioada de timp(de obicei, o zi, o saptamana, sau o luna). (English - The percentage of people who watch a channel within a particular period of time (typically one day, week or month))

Channel Share - Un procent total de vizionare a unui canal intr-o perioada de timp. Sunt folositi si termenii: “audience share”, “share of viewing”. (English - The percentage of total TV viewing that a channel represents within a given time period. Also known as ‘audience share’ or ‘share of viewing’)

Channel Strategy - Decizia care priveste selectarea unei metode adecvate pentru controlul fluxului unui produs sau al unui serviciu de la producator la utilizatorul final. (English - Decision-making related to the selection of the most appropriate method of controlling the flow of goods or services from producer to end-user)

Channel System - Metoda de a stabili o legatura intre clienti si intermediari printr-o retea integrata de comunicare, care poate sa furnizeze diverse avantaje precum comanda imediata, un control mai bun al inventarului etc. (English - A method of linking customers and intermediaries by means of an integrated communication network, providing instant ordering, better cost analysis, better inventory control, etc.)

Chestionar - Instrument folosit in cercetarile de marketing pentru colectarea de date primare (date ce fac obiectul unei analize ulterioare); document scris (sau pe suport informatic) constand dintr-un set de inrebari deschise si/sau inchise (cu alegere unica sau multipla, clasamente, scale etc.) la care persoanele investigate urmeaza sa raspunda. Elaborarea chestionarului necesita multa experienta si precautie, redactarea sa fiind o sarcina dintre cele mai dificile pe parcursul realizarii studiului. Principii de redactare a intrebarilor unui chestionar:- structurarea intrebarilor se face pornind de la general la particular: la inceput vor fi abordate teme simple, continuand, progresiv, cu intrebari din ce ince mai complexe;- stil clar si precis: sa evite exprimarile lungi si ambigue, terminologia complexa; - intrebarile sa fie relevante si scurte: lungimea chestionarului trebuie sa fie minima (intrebarile cu mai mult de 20 de cuvinte sunt mai greu de inteles de respondent, intr-un interval scurt de timp);- fiecare intrebare trebuie sa "atace" un singur subiect;- impartialitate: formularea intrebarilor nu trebuie sa influenteze raspunsul;- intrebarile nu trebuie sa fie agresive: exista intrebari sensibile (legate de venituri, varsta, clasa sociala, etnie), care vor fi plasate la sfarsitul chestionarului. V. administrare a chestionarului.

Chestionar semistructurat - In cadrul unui sondaj, chestionar cuprinzand un set de intrebari, dintre care unele sunt intrebari inchise, iar altele intrebari deschise.

Chlorofluorocarbons - Substante chimice despre care se crede ca distrug invelisul protector de ozon al pamantului; folosite pana de curand pentru racoritoare si numeroase produse cu aerosoli. (English - Chemical substances believed to deplete the protective ozone layer of the earth's upper atmosphere; used until recently in refrigerants and in numerous aerosol products)

Choice Set - Setul final de marci din care cumparatorul alege dupa ce alte marci pe care le constientizeaza au fost respinse. Vezi Awareness Set. (English - The final set of brands from which a consumer makes a purchase choice after some brands in the awareness set have been considered and rejected. See Awareness Set)

Churn - Procentul abonatilor la cablu sau satelit care nu se reinscriu dupa ce abonamentul expira. (English - The number, usually described as a percentage, of cable and satellite subscribers who do not re-subscribe when their subscription lapses)

Ciclu de cumparare - Frecventa de achizitie a unui produs de cumparatori. Unele produse (cum sunt produsele alimentare de necesitate curenta) au un ciclu de cumparare zilnic, in timp ce alte bunuri (cele de folosinta indelungata), de ordinul anilor.

Ciclu de viata comerciala a produsului - Concept de marketing, model grafic care descrie tendinta de evolutie a cifrei de afaceri si profitului unui produs, de-a lungul vietii sale comerciale - durata care difera de la produs la produs. Ciclul de viata (CV) reprezinta

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perioada de timp in care produsul/marca de produs se afla pe piata, incepand cu introducerea si sfarsind cu retragerea (aceste doua faze pot fi identificate cu usurinta). Curba CVP defineste un produs in functie de varsta comerciala (criticile sustin identificarea sa arbitrara), Impartita in mai multe etape/faze: faza de cercetare-inovare; lansare/introducere pe piata; crestere; maturitate; saturatie; declin si disparitie de pe piata. Graficul CVP are, de regula, forma literei S. In faza de introducere produsul este nou, consumatorii sunt sceptici, fiind achizitionat numai de clientii inovatori (primii cumparatori ai unui produs nou). Incasarile sunt reduse, cresterea vanzarilor lenta, in timp ce cheltuielile de promovare sunt ridicate; pe ansamblu, in aceasta etapa, firma inregistreaza pierderi financiare ale produsului. Daca produsul nu satisface asteptarile consumatorilor care l-au testat si nu vor repeta achizitia, vanzarile se vor diminua. Produsele nesatisfacatoare vor fi imbunatatite sau retrase de pe piata.Faza de crestere: daca produsul satisface nevoile clientilor, vanzarile vor inregistra cresteri - prin atragerea de noi clienti. Pe masura ce vanzarile cresc mai rapid decat costurile, firma obtine profit. Daca produsul se bucura de succes, pe piata apar concurentii; acestia, de multe ori, copiaza ideea de baza (sau introduc si unele caracteristici noi).Maturitatea: este etapa in care, datorita faptului ca din ce in ce mai putini cumparatori noi achizitioneaza produsul, cresterea vanzarilor incetineste sau stagneaza; concurentii lupta pentru atragerea clientilor si se manifesta un razboi al preturilor, care submineaza profiturile obtinute. Pe masura ce concurenta se intensifica, competitorii ineficienti sunt eliminati de pe piata.Saturatia apare in timpul etapei de maturitate, in momentul in care cresterea vanzarilor a incetat. Dimensiunile pietei nu mai cresc, vanzarile constand doar in cumparari repetate ale clientilor existenti sau in cumparari de inlocuire. Profitul poate fi ridicat daca costurile vor fi mentinute la un nivel acceptabil (urmare a economiei de scara - atat in ceea ce priveste productia, cat si activitatile promotionale).Declinul: este perioada in care vanzarile scad, concurenta se intensifica (firmele ramase isi disputa un numar din ce in ce mai redus de cumparatori), profitabilitatea scade - datorita reducerii preturilor de vanzare si restrangerii gamei de produse oferite. Firma trebuie sa decida: se retrage sau se mentine pe piata cu acele articole ramase insa pe gustul celui mai mare segment de clienti fideli.Fiecarei faze CVP ii corespunde un obiectiv principal de marketing:- in faza de lansare: dobandirea de notorietate (produsul sufera numeroase modificari);- in faza de crestere: cresterea vanzarilor/cotei de piata (eforturile de promovare sunt insemnate);- in faza de maturitate: cresterea profitului si mentinerea cotei de piata (pentru a raspunde cat mai bine asteptarilor clientelei este necesara extinderea gamei);- in faza de declin: reducerea cheltuielilor si culegerea ultimelor rezultate (restrangerea gamei, intrucat produsul nu mai corespunde cerintelor pietei).

Cinema - Din punct de vedere publicitare este media de masa, purtator al mesajelor publicitare (reuneste imagine, sunet, miscare si volum - 3D), cu o forta de comunicatie considerabila; a cunoscut, insa, un proces de eroziune in ultimele 2-3 decenii. Este un canal costisitor, datorita cheltuielilor ridicate de productie si multiplicare a filmelor), ce detine mai putin de un procent din bugetul promotional (pe ansamblu). Permite atingerea unei audiente limitate ca volum, segmentul-tinta fiind predominant tanar (15-35 ani), activ, urban. Impactul mesajelor promotionale este foarte puternic (audienta captiva), rata de memorare a unui film publicitar de cinema de 30 de secunde fiind de 3-4 ori mai ridicata comparativ cu a unui film publicitar TV (peste 60%, fata de 15-20% la televiziune, 10% - presa magazin, 5% - radio, 3% - afisaj).

Circuit de distributie - Traseul unui produs de la producator la consumatorul final, alcatuit din totalitatea canalelor de distributie utilizate. Un circuit poate fi: a) direct - fara trepte de intermediere;b) cu unu sau mai multe canale de distributie, respectiv: circuit scurt - cu un singur intermediar; circuit lung - cu doi sau mai multi intermediari. Circuit scurt - este folosit atat pentru produsele de larg consum, cat si pentru produse de marca. La unele produse se practica inexclusivitate: automobile, mobila, electronice.Avantaje: - contact direct si rapid cu piata;- control mai bun al distributiei s.a. Dezavantaje: - necesita un numar mare de reprezentanti comerciali (datorita numarului mare de detailisti); - fractionarea comenzilor si necesitatea organizarii de livrari multiple s.a.Circuit lung - este utilizat pentru produsele alimentare cu cerere curenta, produse textile, electrice, tigari s.a. Avantaje: - reducerea echipei de vanzare a producatorului; - reducerea costurilor legate de organizarea vanzarilor, depozitare, stocuri etc; - realizarea unui volum optim al vanzarilor cu minimum de cheltuieli, daca angrosistul isi indeplineste functiile fata de producator (stocarea, formarea sortimentului comercial si distributia catre detailisti);

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- participarea angrosistilor la o mai buna cunoastere a pietei.Dezavantaje: - producatorul pierde contactul cu clientii si cu detailistii (devine in mare masura dependent de angrosist); - genereaza cheltuieli de distributie mai ridicate, care se reflecta in pretul de vanzare; - daca angrosistul nu isi indeplineste in totalitate functiile, sistemul de distributie devine ineficient; - este mai dificila asigurarea de servicii post-vanzare.

Circuit de vizitare - Itinerariul unui responsabil comercial intr-un anumit sector de vanzare, in scopul maximizarii numarului de contacte si minimizarii costului. Circuitul poate fi sub forma de margareta, de trefla (permite revenirea agentului la sediu), de spirala (in cercuri concentrice).

Circulation - Tiraj – numarul de copii ale unei publicatii care sunt in circulatie fie prin vanzare, fie gratuit. Tirajele auditate de o firma specializata sunt mai veridice decat declaratiile publicatiei care nu sunt verificate obiectiv si pot fi o supraestimare(vezi: Auditul). (English - The number of copies of a publication which are circulated, either by sale or free of charge. Circulations audited by an independent, industry-appointed body are more reliable than publishers’ own circulation statements which are not independently verified and may therefore be subject to overclaim (see Audit))

Citizen Action Public - Unul dintre diferitele tipuri de public care poate influenta deciziile unei organizatii; grup apartinand unei comunitati care poate sa exercite o presiune asupra actiunilor unei organizatii; grup de presiune. Vezi Pressure Group (grup de presiune); Publics (publicuri). (English - One of the several types of public which may influence an organisation's decision-making; a group within a community which may exert pressure on an organisation to act in a certain way; pressure groups. See Pressure Group; Publics)

Clasament - Tip de intrebare inchisa formulata in cadrul unui sondaj de opinie, in care respondentii ierarhizeaza variantele de raspuns in ordinea importantei atribuite caracteristicilor prezentate. Exemplu: sa se ordoneze de la 1 la 5, nr. 1 Insemnand "cel mai important": noutatea produsului (3)calitatea produsului (2) imagine de marca (5)un pret atractiv (1)designul ambalajului (2)notorietatea marcii (4)ambianta magazinului de vanzare (4)Model de decizie la care face referinta un cumparator potential atunci cand caracteristicile marcilor sau solutiile propuse de ofertant sunt dificil de cuantificat. In acest caz, consumatorul efectueaza un simplu clasament, in ordinea preferintelor (o pozitionare corecta a produsului si o imagine de marca puternica joaca un rol esential).

Class Rate - Pretul standard cerut pentru un transport. (English - The standard charge for the shipment of goods by a carrier)

Classified - Spatiu din presa scrisa vandut cu randul sau cuvantul. De obicei este plasat la sfarsitul publicatiei si include o mare varietate de mesaje – de la mesaje publicitare, la mesaje comerciale( agenti de vanzari, agenti imobiliari, recrutari) pana la mesaje personale( bunuri de vanzare, inimi singure, instiintari personale). (English - Advertising space within print media sold by word or line. Usually situated at the back of a publication and carrying a wide range of advertising from commercial (car dealers, estate agents, recruitment …) to private (goods for sale, lonely hearts, personal notices …))

Classified Advertising - Publicitate tiparita in care produse si servicii similare sunt grupate in categorii sub denumiri adecvate. (English - Print media advertising in which similar goods and services are grouped together in categories under appropriate headings)

Claymation - Metoda de animatie care foloseste figurine de lut. (English - An animation method that uses clay figurines)

Clearance - Procesul prin care un canal analizeaza o reclama din punctul de vedere al standardelor legale, etcie si de stil, inainte de a o accepta pentru publicare. (English - The process by which a vehicle reviews an advertisement for legal, ethical, and taste standards, before accepting the ad for publication)

Click Rate - Procentajul afisarilor de banner care se finalizeaza prin click. Desi nu exista nici o valoare evidenta in afisarile de mesaj publicitar care nu se sfarsesc prin click, acest click indica eficacitatea si utilizatorul ajunge la pagina advertiser-ului unde pot fi oferite alte mesaje(vezi: Banner, Banner Impressions, Click-Through, WWW, Web Site). (English - The percentage of banner impressions that result in click-throughs. Although there is obviously some value in ad impressions that do not result in a click-through, a click-through is an indication of the ad’s effectiveness and results in the viewer getting to the advertiser’s web site where other messages can be provided (see Banner, Banner Impressions, Click-Through, WWW, Web Site))

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Click Stream - Un drum inregistrat pas cu pas al fiecarei pagini pe care utilizatorul o cere parcurgand un site. Aceasta informatie ii poate ajuta pe proprietarii site-urilor sa inteleaga cum utilizeaza vizitatorii site-ul si care sunt paginile cele mai folosite. Informatiile click stream sunt stocate in “jurnalul” fiecarui site. (English - A recorded second-by-second path of the pages each user requests in going through a web site. Click stream information can help web site owners understand how visitors are using their site and which pages are getting the most use. It can help advertisers understand how users get to their pages, what pages they look at and how they go about interacting with the advertiser’s web site. Click stream data is stored in each site’s log file (see Log File, WWW, Web Page, Web Site))

Click-Through - Este un click pe o unitate de advertising(ex.: banner) care il duce pe utilizator intr-un nou continut( ex.: un alt site) oferit de advertiser. (English - A click-through is a click on an ad unit (eg. banner) which takes the user to further content (eg. another web site) provided by the advertiser (see Banner, Click, Web Site))

Client "misterios" - Tehnica de investigatie a calitatii serviciilor prestate de o firma, constand intr-o vizita comerciala efectuata de un anchetator (incognito), care adopta comportamentul unui veritabil client. Scop: identificarea atitudinii fata de clientela (maniera de primire, amabilitate, conduita), evaluarea gradului de asigurare a calitatii si competentei servirii, respectarea normelor, evaluarea eficientei comerciale a prestatiilor oferite.

Client potential - Persoana susceptibila sa devina cumparator efectiv (real) al unui produs sau serviciu (si care, in prezent, este un nonconsumator relativ ori cumpara marcile concurentei); in general, a avut un prim contact comercial cu oferta firmei: a primit o documentatie, a participat la un salon comercial sau la o demonstratie etc.

Clientela - Totalitatea cumparatorilor (clientilor) produselor sau serviciilor oferite spre vanzare de un vanzator. Clientela poate fi:potentiala - persoane susceptibile sa devina cumparatorii produselor firmei;efectiva - clientela actuala, reala;captiva - cumparatori a caror alegere este limitata la un numar redus de ofertanti, ca urmare a barierelor care se manifesta pe piata respectiva. V. piata efectiva, piata-tinta, piata potentiala.

Clienti micsti - Pentru o companie, persoane care cumpara, pe langa marcile oferite de firma, una sau mai multe marci concurente. Sunt clienti care achizitioneaza, alternativ, mai multe marci de produse existente pe piata, apartinand unor producatori diferiti (printre care si marcile firmei).

Clincher - Persuadare aditionala a unui agent de vanzari asupra unui cumparator pentru a incheia actul de vanzare; persuadarile pot include reduceri de pret, rabaturi, credit extins, costuri de livrare mai mici etc. (English - An additional inducement offered to a potential buyer by a salesperson in order to close a sale; inducements might include price discounts, rebates, extended credit, reduced delivery charges, etc.)

Clip publicitar - Scurt film comercial, pe suport video, insotit de o ilustratie sonora, de obicei muzicala, difuzat la televiziune (productia unui clip publicitar video include aspecte legate de regie, imagine, casting, montaj, muzica, efecte speciale - vizuale si sonore -, decor s.a.). Temp d'ecran (fr.): primul spot publicitar difuzat in cadrul unui calup de reclame.

Close - Stadiu critic in procesul de vanzare, in care agentul de vanzari incearca sa obtina acordul cumparatorului in vederea realizarii tranzactiei. (English - The critical stage in the selling process when the salesperson attempts to obtain the buyer's commitment to the purchase)

Closed Promotion - Promovare a vanzarilor care este disponibila numai pentru un segment specific cu potential inalt; de exemplu, o banca ar putea sa vizeze absolventii de universitate si sa trimita acestora cupoane prin posta. Vazi Open Promotion (promotia deschisa). (English - A sales promotion which is available only to a specific, high-potential target; for example, a bank might wish to target graduating university students and send coupons to them by mail. See Open Promotion)

Closed Territory - Teritoriu exclusiv atribuit unui distribuitor de catre un producator; distribuitorul nu are voie sa vanda decat in teritoriul specificat. Teritoriile inchise sunt in general ilegale. (English - An exclusive territory assigned to a reseller by a manufacturer; the reseller is required to sell only to customers within the territory. Closed territories are generally illegal under the Trade Practices Act)

Closed-End Question - Intrebare care permite persoanei interogate sa aleaga un raspuns dintr-o lista data. Vezi Open-End Question (intrebari deschise). (English - A question which allows a respondent to choose an answer from a given list. See Open-End Question)

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Closing - Obtinerea acordului cumparatorului pentru efectuarea tranzactiei. (English - The act of gaining a commitment to purchase from a buyer; getting an order)

Closing date - Data limita pana la care diverse materiale trebuie sa se afle pe canalele mediatice pentru a aparea intr-un loc anume sau intr-un anumit interval de timp. (English - The day final copy and other materials must be at the vehicle in order to appear in a specific issue or time slot)

Club al consumatorilor - Tehnica de fidelizare a clientelei firmei (valabila pentru produsele avand o puternica valoare afectiva), destinata intaririi/personalizarii relatiilor cu consumatorii (membrii beneficiaza de avantaje sub forma de cadouri, reduceri de pret s.a.). Club-card: legitimatie/card care atesta adeziunea posesorului la un club al clientelei marcii/firmei.

Cluster Analysis - Tehnica statistica cu mai multe variabile folosita sa identifice entitatile cu trasaturi asemanatoare de cele cu trasaturi diferite. (English - A multivariate statistical technique used to identify entities with similar characteristics from those without them)

Clutter - Denumeste o densitate nedorita de publicitate. (English - Denotes an undesirable density of advertising)

Co-operative Advertising - Retail advertising care este platit partial sau pe de-a-ntregul de cel care il produce. De asemenea, doi sau mai multi producatori care lucreaza la aceeasi reclama. De obicei este prescurtat “co-op” advertising. (English - Retail advertising that is paid partly or fully by a manufacturer. Also two or more manufacturers co-operating in a single advertisement. Usually abbreviated to ‘co-op’ advertising)

Cod de bare - Reprezentare simbolica codificata, procedeu care permite identificarea rapida a unui produs si a caracteristicilor sale (natura, originea, tipul, greutatea, pretul) prin folosirea unui cititor optic de coduri (scanner electronic), conectat la un computer. Avantajele inscriptionarii unice folosind codul de bare:- permite un control eficient al stocurilor (introducerea/scoaterea automata din gestiune a produselor, urmarirea numerelor de serie), selectarea automata a pretului, eliminarea erorilor generate de operarea umana, simplificarea operatiunilor de distributie fizica;- eliberarea imediata de bonuri complexe de catre casele de marcat fiscale, cuprinzand informatii detaliate pentru fiecare produs achizitionat;- reducerea timpului de servire si de asteptare a cumparatorilor etc. Utilizarea acestui sistem de inscriptionare s-a extins la peste 90 la suta din produsele de larg consum. Codul sub forma de bare de diferite grosimi este tiparit pe ambalaj sau pe eticheta produsului si este format din 13 cifre. (V. Gencod).

Cognitive Dissonance - Dubiu care apare cand un cumparator devine constient ca produsul alternativ ii poate oferi mai multe beneficii decat cel pe care l-a cumparat. Cumparatorul se intreaba daca a luat decizia potrivita. (English - A doubt that surfaces when a buyer becomes aware that an alternative product may offer more desirable benefits than the one purchased. The buyer wonders whether the right choice has been made)

Cold Calling - A da un telefon cu scopul de a vinde, fara o programare anterioara. (English - Making a sales call on a client without an appointment)

Collectibles - Un tip de recompensa pe care consumatorii ar dori sa o primeasca pentru a completa o colectie mai mare de bunuri similare. (English - A type of premium that consumers may desire to have as a part of a greater collection of similar goods)

Collusion - Intelegere intre un grup de companii pentru a stabili un pret comun. Vezi Cartel. (English - Agreement between a group of companies to fix a common price. See Cartel)

Combination Branding - A aduce in prim-plan numele unei corporatii sau numele de familie impreuna cu numele unui brand individual in productia de marketing. Vezi Corporate Branding; Family Branding. (English - Emphasising a corporate or family name as well as an individual brand name in product marketing. See Corporate Branding; Family Brand)

Combination Rate - Un discount oferit agentiilo care cumpara spatii in doua sau mai multe publicatii ale aceluiasi trust. (English - A special discounted advertising rate for buying space in two or more publications which are owned by the same publishing group)

Comert electronic - Operatiune de vanzare sau cumparare de bunuri si servicii folosind mijloacele electronice (videotex, televiziune prin cablu, Internet s.a.). Gratie serviciilor multimedia, Internet ofera clientilor noi posibilitati de comert electronic, la o dimensiune internationala, interactiva. Numeroase site-uri web comerciale ofera cumparatorilor, in cel mai scurt timp, posibilitatea selectarii, efectuarii comenzii si platii prin Internet (clientul virtual poate sa consulte cataloage multimedia cu oferte, preturi, servicii, sa faca comparatii, trecand de la un magazin virtual la altul). Comertul electronic ridica dificultati severe legate de securitatea operatiunilor, autentificare, criptare, plata electronica s.a. In Romania, in 2000, datorita lipsei unei infrastructuri

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bancare adecvate, fragilele afaceri de comert electronic se deruleaza prin transfer bancar sau cu plata la livrare (cash). V. i-mall, televanzare, teleshopping, telemarketing.

Comisionar - Intermediar independent care are rolul de a exercita functia comerciala in numele uneia sau mai multor companii, in baza unui contract de comision. Comisionarul nu este proprietar al marfii.

Command System - Vezi Planned Economy (economie planificata); Controlled Allocation System (sistem controlat de alocare). (English - See Planned Economy; Controlled Allocation System)

Commercial Minutage - Numarul de minute al pauzelor publicitare comparative cu cel al programelor, al transmisiunilor, al promo-urilor etc. (English - The number of minutes on television during which commercials, as opposed to programmes, trailers, etc., air broadcast)

Commercialisation - Stadiul final al unui proces de dezvoltare a unui nou produs in care se ia decizia ca produsul sa se fabrice la cea mai inalta capacitate si sa fie lansat. Vezi New Product Development (dezvoltarea unui produs nou); Product Launch (lansarea produsului). (English - The final stage of the new product development process in which the decision is made to put the new product into full scale production and to launch it. See New Product Development; Product Launch)

Commission - Agentii de publicitate si de media recunoscute primesc reduceri fixe si publicate de la proprietarii de media. La un moment acesta era principalul mod de remuneratie, dar a fost repede inlocuit de o combinatie de chitante si/sau rate mai mici prin care o parte din plata comisionului ii este data advertiser-ului. (English - Recognised advertising agencies and media independents receive fixed and published rebates from media owners when buying media. At one time this was the main form of agency remuneration, but it is rapidly being replaced by a combination of fees and/or agreed lower rates under which part or full repayment of the commission is made to the advertiser

Commission Override - Comision oferit managerului de vanzari pe baza procentajului comisionelor primite de agentii de vanzari pe care ii are in subordine. (English - A commission paid to a sales manager based on a percentage of his or her salespeople's commissions)

Commodity Markets - Piete clasificate dupa omogenitatea produselor si a irelevantei virtuale a branding-ului. (English - Markets typified by the homogeneity of products and a virtual irrelevance of branding)

Commodity Product - Un produs care nu poate fi diferentiat in mod semnificativ de cel al concurentei. (English - A product that cannot be significantly differentiated from competitors' products)

Commodity Rate - Impozit care este aplicat in situatii in care costurile de transport sunt specifice produsului si nu se raporteaza la volum sau greutate; se mai numeste si Special Rate. (English - A rate which is applied in any situation where freight is product specific rather than based on volume or weight; also called a Special Rate)

Common Carrier - Seviciu de transport planificat, precum caile ferate, aeroporturile, liniile de transport cu camioane, care sunt disponibile tuturor utilizatorilor. (English - Regular scheduled transportation services such as railways, airlines and trucking lines, available to all users)

Common Market - Un grup de tari asociate geografic care limiteaza barierele de schimb intre natiunile membre si care aplica tarife comune produselor provenite de la tari care nu sunt membre; se mai numesc si blocuri regionale de schimb. Vezi European Common Market (piata europeana comuna). (English - A group of geographically associated countries limiting trade barriers among member nations and applying common tariffs to products from non-members; also known as regional trading blocks. See European Common Market)

Communicability - Masura in care beneficiile unui produs nou sunt observate si discutate de consumatori; un determinant major al ratei de adoptie a noului produs. (English - The extent to which the benefits of a new product are likely to be noticed and discussed by consumers; a major determinant of the rate of new product adoption)

Communication Effect of Advertising - Influenta pe care o reclama sau o alta forma de promovare ar putea sa o aiba, o are sau pe care a avut-o asupra consumatorilor sau asupra utilizarii produsului promovat. Vezi Advertising Effectiveness (eficienta advertisingului). (English - The influence that an advertisement or some other form of promotional activity might have, is having, or has had, on consumers or on the usage of a product advertised. See Advertising Effectiveness)

Communication Process - Proces prin care un mesaj, codat de emitator, este transmis printr-un canal unui receptor, care decodeaza mesajul si ofera feedback. (English - The process by which a message, encoded by a sender, is transmitted through a medium to a receiver, who encodes the message and provides feedback)

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Comparative Advertising - Advertising in care o firma da un nume produsului concurentei si il compara cu propriul produs; se mai numeste si Comparison Advertising (advertising comparativ). Vezi Comparative Advertising. (English - Advertising in which a firm names a competitor's product and compares it with its own; also called Comparison Advertising. See Competitive Advertising)

Comparative Influence - Unul dintre cele trei tipuri de influenta exercitata asupra consumatorilor (impreuna cu influenta informationala si influenta normativa) de catre grupurile de referinta; influenta comparativa apare cand grupul de referinta furnizeaza metode prin care consumatorul sa poata compara credintele sale, atitudinile si comportamentul sau. Influenta comparativa este cu atat mai mare cu cat exista o similaritate mai mare intre opiniile cnsumatorului si cele ale grupului de referinta. Vezi Reference Group (grup de referinta); Informative Influence (influenta informativa); Normative Influence (influenta normativa). (English - One of three types of influence exerted on consumers (with informational influence and normative influence) by reference groups; comparative influence occurs when the reference group provides the means by which consumers compare their beliefs, attitudes and behaviour - the more similarity there is between a consumer's opinions and those of his or her reference group, the greater the comparative influence of that group. See Reference Group; Informative Influence; Normative Influence)

Comparison Pricing - Metoda de stabilire a pretului pentru un nou produs prin compararea beneficiilor pe care acesta la aduce in comparatie cu alte produse din aceeasi categorie. (English - A pricing method in which the price for a new product is set by comparing the benefits it offers to those of other products in the same category)

Compatibility - Masura in care un produs nou cere consumatorilor sa se familiarizeze cu metode neobisnuite de utilizare; un determinant major al ratei de adoptie a unui produs nou. Vezi Adoption Rate Determinants (determinantii ratei de adoptie). (English - The extent to which a new product requires consumers to adjust to unfamiliar methods of use; a major determinant of the rate of new product adoption. See Adoption Rate Determinants)

Compensation - Remuneratie pentru munca prestata pentru altcineva. (English - Remuneration for work done on behalf of another)

Compensation Method - A manipula obiectia cumparatorului, admitand ca acesta are dreptate, dar subliniind un avantaj care compenseaza obiectia. Vezi Objections (obiectii). (English - Handling a buyer's objection by admitting the validity of the objection but pointing out some advantage that compensates for it. See Objections)

Compensation Systems - Scheme de remunerare pentru agentii de vanzari pentru anumite activitati desfasurate; sistemele utilizate in mod curent includ salarii, comisionane sau o combinatie intre salarii si diverse stimulente. (English - Schemes for remunerating salespeople for tasks performed; commonly used systems include straight salary, straight commission, and a combination of salary and incentives)

Competition-Oriented Pricing - Metoda de stabilire a pretului in care determinantul principal este pretul unui produs similar vandut de un concurent mai puternic, si nu cererea consumatorului sau costul de productie. Vezi Cost-Plus Pricing; Target Return Pricing; Value Pricing. (English - A method of pricing in which a manufacturer's price is determined more by the price of a similar product sold by a powerful competitor than by considerations of consumer demand and cost of production. See Cost-Plus Pricing; Target Return Pricing; Value Pricing)

Competitive Advantage - Faptul ca o firma poate sa satisfaca mai bine nevoile si cerintele consumatorului decat o alta. (English - That which one firm can do better than another to satisfy consumer needs and wants)

Competitive Advertising - Advertising care subliniaza trasaturile unei marci care nu sunt disponibile la alte branduri, dar produsul concurent nu este denumit direct. Vezi Comparative Advertising (advertising comparativ). (English - Advertising which points out features of a brand which may not be available in other brands but does not directly name a competitor. See Comparative Advertising)

Competitive Analysis - Analiza punctelor slabe si punctelor tari ale unei firme concurente. (English - The assessment of the strengths and weaknesses of competing firms)

Competitive Attack Strategies - Optiunile pe care o firma le are la dispozitie pentru a ataca concurenta; acestea sunt: atacul frontal (head-on), atacul din flanc (atacul unui punct slab), atacul circular (atac in mai multe puncte deodata), atacul prin depasire (atac care presupune diversificarea ariilor de acoperire, produselor, tehnologiei) si atacul de gherila (atacuri mici si razlete). (English - Options available for attacking a competitor; these include a frontal attack (head-on), a flanking attack (attack at a point of weakness), an encirclement attack (attack on several fronts at once), a by-pass attack (attack by diversifying into new territories, products or technologies) and a guerilla attack (attack by waging small, intermittent skirmishes))

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Competitive Bidding - Proces prin care cumparatorii cer furnizorilor potentiali sa ofere informatii despre contractele sau vanzarile facute. (English - A process in which buyers request potential suppliers to submit quotations or tenders for a proposed purchase or contract)

Competitive Depositioning - Incercarea de a schimba credintele cumparatorului in ceea ce priveste atributle produsului concurentei; incercarea poate fi folositoare in cazurile in care cumparatorii au o parere prea buna despre calitatea produsului concurentei. Vezi Market Positioning (pozitionarea de marketing). (English - Attempting to change the beliefs of buyers about the attributes of a competitor's product; the attempt may be especially useful in cases where buyers generally have an inflated perception of the quality of a competitor's product. See Market Positioning)

Competitive Environment - O parte din mediul extern al companiei care consta in faptul ca mai multe firme concureaza pentru a obtine dominatia asupra aceleiasi piete. (English - That part of the company's external environment which consists of other firms vying for patronage of the same market)

Competitive Equilibrium - Situatie de piata caracterizata de stabilitate competitiva. (English - A market situation of relatively stable competitive position and activity)

Competitive Myopia - Privire ingusta in ceea ce priveste activitatea concurentei. (English - Marketing short-sightedness in regard to the activity of competitors)

Competitive Niche - Un segment de piata in care compania poate sa se desfasoare cu eficienta. (English - A segment in a market in which a company can compete effectively)

Competitive Parity Budgeting - Metoda de alocare a bugetului de promovare bazat pe compararea activitatii cu un concurent major. (English - A method of allocating a promotion budget based on matching the activity of a major competitor)

Competitive Position - Organizatie care se afla pe o anumita treapta a marimii si puteri sale; ipotetic, fiecare competitor poate fi clasificat ca lider de piata, challenger, follower, axat pe nisa, conform segmentului de piata pe care activeaza. (English - An organisation's ranking in its industry by size and business strength; hypothetically, each competitor may be classified as a market leader, market challenger, market follower, or market nicher, according to the market share it holds)

Competitive Situation - Pozitia unei organizatii pe piata in raport cu competitorii sai, in conditiile in care toate organizatiile sunt descrise in termeni de marime, resurse, capacitate, calitatea produsului, strategiile de marketing, oportunitati, obiective, comportament si alte variabile asemanatoare. Vezi Competitive Position (pozitie competitiva). (English - The standing of an organisation in its markets, relative to its competitors, when all players are described in terms of their size, resources, capabilities, product range and quality, marketing strategies, opportunities, goals, intentions, behaviour and similar variables. See Competitive Position)

Competitive Strategy - Planificare menita sa ofere companiei un avantaj competitiv. (English - Planning intended to give a company a competitive advantage over its competitors)

Competitors - Firme care se lupta pentru controlul aceleiasi piete. Vezi Brand Competitors; Enterprise Competitors; Generic Competitors; Product-Form Competitors; Service-Form Competitors. (English - Firms vying for patronage of the same market. See Brand Competitors; Enterprise Competitors; Generic Competitors; Product-Form Competitors; Service-Form Competitors)

Complementary Product Pricing - Stabilirea pretului pentru un produs la nivelul optim, in functie de costuri si profit, astfel incat cererea unui produs care este folosit impreuna cu acesta va creste; se urmareste maximizarea profiturilor ambelor produse. (English - The pricing of one product at the optimum level, regardless of cost or profit considerations, so that the demand for another product which is used with it will increase and so maximise the profits from both products together)

Complete Segmentation - Divizarea unei piete in segmente care constau in clienti individuali si realizarea unui produs si a unui program de marketing pentru fiecare. Vezi Custom Marketing; Customised Marketing Mix; Disaggregated Market. (English - The division of a market into segments consisting of individual customers and tailoring a product and marketing program for each. See Custom Marketing; Customised Marketing Mix; Disaggregated Market)

Complex Decision Making - In comportamentul consumatorului, proces asociat cu achizitionarea produselor importante pentru consumator, de care acesta este atasat, si care necesita un efort considerabil de gandire. Se mai numeste si Extensive Problem Solving. Vezi High-Involvement Products. (English - In consumer behaviour, buying which is associated with the purchasing of high-involvement products which are important to the consumer and therefore require considerable thought and effort. Also referred to as Extensive Problem Solving. See High-Involvement Products)

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Complexity - Gradul de dificultate in intelegerea unui produs de catre un achizitor; un determinant major in adoptia noului produs. Vezi Adoption Rate Determinants (determinantii ratei de adoptie). (English - The degree of difficulty which a purchaser of a new product has in understanding it; a major determinant of the rate of new product adoption. See Adoption Rate Determinants)

Composition - Profilul demografic al unei reviste. (English - The demographic profile of a magazine)

Comprehensive layout - Interfata neprelucrata a unei reclame care apare numai in prezentari, dar realizata cu o acuratete suficienta pentru a semana cu reclama in forma ei finala. (English - A rough layout of an ad designed for presentation only, but so detailed as to appear very much like the finished ad will look)

Computer Modelling -Construirea si manipularea unor simulari computerizate ale unor situatii de marketing cu scopul de a analiza consecintele unor cursuri de actiune alternative; modelele computerizate, deseori dezvoltate pe baza unor date istorice, pot fi folosite pentru a determina nivelul optim de cheltuieli pe advertising si promovare. Vezi Advertising Budget Determination (determinarea bugetului de advertising). (English - Constructing and manipulating computer-based simulations of marketing situations to examine the consequences of alternative courses of action; computer models, often developed from an analysis of historical data, may be used to determine the optimum level of advertising and other promotional expenditure, etc. See Advertising Budget Determination)

Concentrated Marketing - Strategie de segmentare in marketing in care firma isi concentreaza toate eforturile si resursele pentru un singur segment al pietei; se mai numeste si Niche Merketing (marketing de nisa). (English - A marketing segmentation strategy in which the firm concentrates its entire efforts and resources on serving one segment of the market; also called Niche Marketing)

Concentrated Segmentation Strategy - Una din cele patru strategii de segmentare (impreuna cu strategia de segmentare expansiva, strategia expansiunii liniei de produse si strategia de segmentare diferentiata); in strategia de segmentare concentrata firma promoveaza un singur produs pentru un singur segment al pietei. Vezi Segmentation Strategies (strategii de segmentare); Market Segment Expansion Strategy; Product Line Expansion Strategy; Differentiated Segmentation. (English - One of four possible segmentation strategies (with market segment expansion strategy, product line expansion strategy and differentiated segmentation strategy); in a concentrated segmentation strategy a firm targets one product to one segment of the market. See Segmentation Strategies; Market Segment Expansion Strategy; Product Line Expansion Strategy; Differentiated Segmentation)

Concentric Diversification - Strategie de dezvoltare in care compania adauga noi produse la linia pe care o detine pentru a atrage noi clienti; se mai numeste si diversificare convergenta. Vezi Conglomerate Diversification (diversificare conglomerata); Horizontal Diversification (diversificare orizontala). (English - A growth strategy in which a company seeks to develop by adding new products, also called convergent diversification, to its existing product lines to attract new customers. See Conglomerate Diversification; Horizontal Diversification)

Concept Development and Testing - Stadiu in dezvoltarea unui produs nou care consta in doua faze: mai intai le este aratata potentialilor cumparatori descrierea produsului (testarea conceptului), pentru ca mai apoi sa le fie aratat produsul sau un prototip al acestuia (testarea produsului), cu scopul de a vedea reactia lor. Vezi Product Testing (testarea produsului); New Product Development (dezvoltarea unui produs nou). (English - A two-phase stage in the development of a new product in which potential buyers are presented first with the idea or description of the new product (concept testing) and later with the product itself in final or prototype form (product testing), in order to obtain their reaction. See Product Testing; New Product Development)

Concesiune - In domeniul comercial, contract de distributie, forma de cooperare contractuala intre un furnizor si un detailist (parteneri independenti), prin care acesta din urma dobandeste dreptul de a comercializa (revinde) un produs/o linie sau gama de produse, de a presta servicii etc, folosind facilitatile si alte drepturi autorizate, oferite de furnizor, cu conditia respectarii anumitor obligatii stipulate prin contractul de concesiune - sa dispuna de conditii adecvate, sa respecte metoda comerciala, stocurile minimale, o cota de vanzari, exclusivitate s.a. -, in schimbul platii unei redevente furnizorului. V. franciza. Contract prin care o persoana, numita concedent, transmite pentru o perioada determinata, pe cel mult 49 de ani, unei alte persoane, numita concesionar (care actioneaza pe riscul si pe raspunderea sa) dreptul si obligatia de exploatare a unui bun, a unei activitati sau a unui serviciu public, in schimbul unei redevente. Acest contract trebuie realizat, obligatoriu, prin licitatie publica sau prin negociere directa – in ipoteza in care procedura licitatiei nu si-a atins scopul. (Legea 219/1998 privind regimul concesiunilor).

Concurenta - Firme rivale, ale caror produse si servicii fac obiectul unei comparatii si alegeri alternative (sau exclusive) din partea cumparatorilor. Prezenta concurentilor in spatiul micromediului firmei imbraca forma luptei pentru cucerirea pietei (acestia isi disputa atat clientii, cat si furnizorii), intensitatea confruntarii sporind in situatia in care firmele apar pe piata cu bunuri identice sau putin diferentiate destinate satisfacerii acelorasi nevoi (concurenta directa). In acest caz, diferentierea produsului se realizeaza, indeosebi, prin imaginea de marca (o marca de notorietate, cu o puternica imagine de marca constituie un atu insemnat in optiunea clientelei). Exemplu: marcile de autoturisme Dacia si Daewoo, televizoarele Philips si Sony etc. Concurenti

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indirecti: firme care satisfac nevoi/motivatii similare oferind produse si servicii de natura diferita (exemplu: transport auto si avion sau tren).

Concurenta de marca - Situatie in care firma considera concurente firmele care ofera produse sau servicii similare, la preturi similare, aceleiasi categorii de consumatori.

Concurenta generica - Situatie in care firma considera concurente toate firmele care isi disputa aceleasi venituri ale consumatorilor.

Concurenta neloiala - Situatie in care, din dorinta de a patrunde rapid sau a castiga o cota cat mai mare de piata, o firma prejudiciaza direct si intentionat activitatea concurentilor, apeland la practici ilegale: denigrare (vehicularea de informatii inexacte sau false despre activitatea acestora), concurenta "parazitara" (obtinerea de avantaje ca urmare a confuziei create inre marci s.a.), concurenta ilicita, frauda fiscala (incalcarea legislatiei fiscale, ceea ce permite obtinerea unor costuri mai mici si posibilitatea practicarii unor preturi scazute), dumping. Potrivit prevederilor Conventiei de la Paris pentru protectia proprietatii industriale, "constituie un act de concurenta neloiala orice act de concurenta contrar practicilor cinstite in materie industriala sau comerciala" (art. 10 bis 2). Art. 10 bis 3: "Trebuie sa fie interzise mai ales:1) orice fapte care sunt de natura sa creeze, prin orice mijloc, o confuzie cu intreprinderea, produsele sau activitatea industriala sau comerciala a unui concurent;2) afirmatiile false in exercitarea comertului, care sunt de natura sa discrediteze intreprinderea, produsele sau activitatea industriala sau comerciala a unui concurent;3) indicatiile sau afirmatiile a caror folosire, in exercitarea comertului, sunt susceptibile sa induca publicul in eroare cu privire la natura, modul de fabricatie, caracteristicile, aptitudinea la intrebuintare sau cantitatea marfurilor".

Concursuri comerciale - In promovarea vanzarilor, competitie care pune in valoare talentul, indemanarea, creativitatea sau perspicacitatea participantilor si care ofera acestora speranta obtinerii unor castiguri importante (premii in bani, excursii, bunuri etc.). Este o actiune care implica activ publicul participant, neglijabila in termeni de rentabilitate/vanzari aditionale, interesanta insa in materie de comunicare si care poate fi insotita de oferte speciale de pret, sampling, promovare prin intermediul vedetelor etc - pentru a-i spori impactul si eficienta. Spre deosebire de loterie (unde castigul tine de hazard), concursul se bazeaza pe o serie de probe care solicita cunostintele sau perspicacitatea concurentilor (premiile trebuie procurate inaintea inceperii concursului). Exemplu: concurs foto/de desene pe o anumita tema, cu premii; concurs de reportaje - cele mai bune subiecte vor fi selectionate de un juriu si vor fi difuzate de un post de televiziune.Tehnica de stimulare a unei echipe comerciale sau a unei retele de distributie prin oferirea de castiguri in bani, cadouri sau gratificatii morale, in functie de rezultatele obtinute. Operatiune de comunicare interna, aceasta trebuie sa permita, pe ansamblu, ameliorarea performantelor firmei (dezvolta spiritul de echipa, competitia, motivatia).

Conference Selling - Situatie de vanzare in care agentul de vanzari este asistat de alte persoane de companie (tehnicieni, ingineri etc) in intalnirile sale cu grupurile de clienti din diferite firme, pentru a le prezenta un produs nou sau pentru a discuta diverse probleme si oportunitati. Vezi Group Selling (vanzare de grup); Team Selling (vanzare de echipa). (English - A selling situation in which a salesperson enlists the assistance of other people in the company (technicians, engineers, etc.) in meeting with a group of buyers from different firms to explain a new product or discuss problems and opportunities. See Group Selling; Team Selling)

Conferinta de presa - Tehnica de comunicare directa a firmei, reuniune de prezentare in fata ziaristilor a unui subiect de interes general (sau declaratii), anuntat in prealabil, la care ziaristii pot formula intrebari, pot solicita lamuriri suplimentare etc. Necesita o logistica si un buget corespunzator, o pregatire minutioasa (invitatii, materiale documentare, protocol etc), aflate in sarcina unui specialist numit responsabil pentru relatiile cu presa.

Confidence Limits - O probabilitate statistica a limitelor de eroare din jurul unui item, limite in care itemul este probabil ca se va incadra. In advertising/marketing, ca si in alte domenii, limitele increderii se cer a fi 95% (adica sunt 19 sanse din 20 ca itemul sa se incadreze intre aceste margini). (English - A statistical probability of the range of error around an estimated figure within which the true figure is likely to lie. In advertising/marketing, as elsewhere, confidence limits are generally required to be 95% (meaning that there are 19 chances in 20 that the true figure lies within the range))

Confusion Marketing - Strategie controversata de a crea confuzie in mod deliberat unui client. Exemplele pot fi luate din piata telecomunicatiilor, unde planurile de stabilire a pretului pot fi atat de complicate incat devine imposibil sa se faca o comparatie directa intre ofertele a doi concurenti. (English - Controversial strategy of deliberately confusing the customer. Examples are alleged to be found in the telecommunications market, where pricing plans can be so complicated that it becomes impossible to make direct comparisons between competing offers)

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Conglomerate Diversification - Strategie de dezvoltare in care compania adauga produse si segmente de piata care nu au nici o legatura cu domeniul de sau de afacere. Vezi Concentric Diversification (diversificarea concentrica); Horizontal Diversification (diversificarea orizontala). (English - A growth strategy in which a company seeks to develop by adding totally unrelated products and markets to its existing business. See Concentric Diversification; Horizontal Diversification)

Conjoint Analysis - Tehnica statistica folosita pentru a determina combinatia optima de variabile. (English - A statistical technique used to determine the optimal combination of variables)

Conjunctive Model (of Brand Evaluation) - Consumatorii stabilesc nivelul minim de atribute pe care un brand acceptabil trebuie sa le detina; cand sunt pe cale de achizitionare a unui produs, ei vor lua in considerare acele branduri care detin conjunctia trasaturilor minime. Alte metode de evaluare a brandului sunt: modelul expectantei de valoare, modelul brandului ideal, modelul disjunctiv, modelul lexicografic si modelul determinantei. (English - The idea that consumers establish minimum attribute levels which acceptable brands must possess; when about to make a purchase, they will consider only those brands that exhibit a conjunction of all the minimum requirements. Other models of brand evaluation include the expectancy-value model, ideal brand model, disjunctive model, lexicographic model and determinance model)

Consequence Probes - Tactici verbale folosite de un agent de vanzari pentru a ilustra dezavantajele neachizitionarii unui anumit produs. (English - Verbal tactics used by a salesperson to illustrate the disadvantages to a buyer of not making a particular purchase)

Consolidated Ratings - Rating-uri Tv care includ atat vizionarile in direct cat si pe cele inregistrate intr-un numar de zile de la transmisiune, de obicei 7. Acest termen este opus rating-urilor real time ale spectatorilor care se uita la transmisiune propriu-zisa( vezi: Live Ratings, Time-Shift Viewing). (English - Television ratings which include both live viewing and viewing recorded on video within a defined number of days of transmission, typically seven. This is as opposed to live (‘real time’) ratings of viewers watching at the actual time of transmission (see Live Ratings, Time-Shift Viewing))

Consultative Selling - Tip de vanzare personala in care este subliniat rolul de consultant al agentului de vanzari; agentul de vanzari il asista pe cumparator in identificarea nevoilor si satisfacerea acestora, cu scopul de a construi o relatie de durata cu acesta in vederea repetarii tranzactiei. Vezi Relationship Selling. (English - An approach to personal selling emphasising the role of the salesperson as consultant; the salesperson assists the buyer to identify needs and find need-satisfactions in the product range, seeking to build long-term customer relationships leading to repeat business. See Relationship Selling)

Consumer Behaviour - Comportamentul unui individ cand cumpara bunuri sau servicii pentru folosul propriu sau pentru consumul privat. (English - The behaviour of individuals when buying goods and services for their own use or for private consumption)

Consumer Credit - Suma de bani pusa la dispozitie de marile companii consumatorilor pentru a achizitiona diverse produse; aranjamentul imprumutului presupune ca suma va fi returnata cu dobanda. (English - Finance made available by leading companies to consumers for purchases with arrangements having been made for the loan to be repaid with interest)

Consumer Durables - Categorie de produse care pot fi folosite pentru mult timp, precum masinile, electronicele, mobila. Vezi Consumer Non-Durables. (English - A classification of consumer products consisting of goods with a long useful life, such as cars, electrical appliances and furniture. See Consumer Non-Durables)

Consumer Franchise - Gradul de intelegere al unui brand de catre consumatori. Vezi Franchise Building Sales Promotion. (English - The understanding consumers have of a brand. See Franchise-Building Sales Promotions)

Consumer Goods - Produse achizitionate de consumatori pentru folosul personal sau pentru menaj; sunt clasificate in produse de lunga durata (durables) si de scurta durata (non-durables). Vezi Convenience Goods; Shopping Goods; Specialty Goods; Unsought Goods. (English - Items purchased by consumers for personal and household use; consumer goods are classified as durables and non-durables. See Convenience Goods; Shopping Goods; Specialty Goods; Unsought Goods)

Consumer jury test - Metoda de testare a reclamelor care implica compararea, ierarhizarea si evaluarea lor de catre consumatori. (English - A method of testing advertisements that involves asking consumers to compare, rank, and otherwise evaluate the ads)

Consumer Market - Cumparatori si potentiali cumparatori ai bunnurilor sau serviciilor pentru uzul personal si pentru menaj. (English - Buyers and potential buyers of goods and services for personal and household use)

Consumer Needs - Efort de atingere a obiectivelor care se poate materializa printr-un comportament de achizitie. Motivatia de a alege un brand sau altul. (English - Forces directed to specific goals that can be achieved by purchase behaviour. The motive force for directing to one brand or another)

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Consumer Non-Durables - O categorie a produselor cumparate frecvent; produsele cu ciclu de viata scurt (non-durables) sunt consumate imediat. Sunt impartite in produse ambalate si neambalate. Vezi Consumer Durables; Packaged Goods; Non-Packaged Goods. (English - A classification of frequently purchased consumer goods; non-durables are items which are consumed in one use or a few uses; expendables. Consumer non-durables are further sub-divided into packaged and non-packaged goods. See Consumer Durables; Packaged Goods; Non-Packaged Goods)

Consumer Product Classes - Categorie de produse si servicii cumparate pentru uzul personal; (English - Categories of goods and services bought by consumers for their personal use; classes include convenience goods, shopping goods, specialty goods, unsought goods, and services)

Consumer Research - Cercetare de marketing asupra cerintelor, opiniilor, atitudinilor etc, consumatorilor. (English - Marketing research into the requirements, opinions, attitudes, etc. of consumers)

Consumer Rights - Drepturi ale consumatorilor in momentul in care achizitioneaza bunuri de la producatori sau distribuitori. (English - Fair entitlements due to consumers when buying from producers and resellers)

Consumer Wearout - O descrestere in eficienta unei reclame sau a unei campanii de promovare datorata plictiselii si familiarizarii. (English - A decrease in the effectiveness of an advertisement or promotional campaign due to boredom and familiarity)

Consumerism - Miscare sociala menita sa apere drepturile consumatorilor. (English - A social movement intended to safeguard the rights of consumers)

Consummatory Advertising - Advertising care subliniaza beneficiul unuei cumparari imediate. (English - Advertising which stresses the benefits of taking immediate action to purchase)

Contacts - Un termen folosit ca sinonim pentru impact, afisare si mesaje(vezi Impressions). (English - A term used interchangeably with impacts, impressions and messages (see Impressions))

Contactual Reference Group - Grup cu care individul intra in contact si care ii influenteaza deciziile de achizitie. Vezi Aspirational Group (grup aspirational); Dissociative Reference Group (grup de referinta disociativ); Membership Group; Reference Groups (grup de referinta). (English - A group with which an individual has contact and which influences the individual's purchase decisions. See Aspirational Group; Dissociative Reference Group; Membership Group; Reference Groups)

Container premium - Ambalare speciala a produsului, in care ambalajul in sine are valoarea unei recompense.  (English - Special product packaging, where the package itself acts as a premium of value to the consumer)

Containerisation - Transportul bunurilor in containere de mari dimensiuni. Vezi Palletisation; Unitisation. (English - The transportation of unitised and palletised goods by means of large crates or containers. See Palletisation; Unitisation)

Contests - Forma de promovare a vanzarilor in care consumatorii sunt incurajati sa cumpere mai devreme sau in cantitati mai mari, prin intermediul unor premii in bani sau in produse. Vezi Sales Promotion (promovarea vanzarilor). (English - A form of sales promotion in which consumers are induced to buy earlier, or in greater quantity, by the offer of prizes of cash or merchandise to be won in a competition. See Sales Promotion)

Continuity - Intervalul in care este recomandata inceperea rularii unui mesaj publicitar pentru a atinge obiectivele campaniei. Este folosit de asemenea pentru a descrie o prezenta publicitara tip “drip”(vezi: Burst Campaign, Drip Campaign, Flight, Laydown, Pulsing, Strike Rate). (English - The interval at which it is recommended that advertising exposure occurs to best achieve the desired campaign objectives. Also used to describe a continuous ‘drip’ advertising presence (see Burst Campaign, Drip Campaign, Flight, Laydown, Pulsing, Strike Rate))

Continuous Marketing Research - Cercetare de marketing in desfasurare (opusa cercetarii cu un scop specific). Vezi Ad Hoc Marketing Research (cercetare de marketing ad-hoc). (English - On-going marketing research (as opposed to that conducted for a specific purpose.) See Ad Hoc Marketing Research)

Continuum of Planning - Ideea ca planning-ul este un proces care se desfasoara pe mai multe niveluri, incepand cu varful corporatiei si trecand prin toate departamentele aferente, legate unul de celelalt prin misiunea si obiectivele corporatiste. (English - The idea that planning is a multi-level process, beginning at the top with corporate planning and going downwards through all divisions of the firm, with each subsequent level linked to the one above it by the over-riding mission and objectives of the corporation)

Continuum of Sales Jobs - Ideea ca toate posturile de vanzari sunt similare in anumiti termeni, dar variaza in gradul de dificultate; dificultatea este legata de cantitatea de creatie ceruta pentru a gasi noi cumparatori si pentru a-i convinge sa achizitioneze produsele

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si de tangibilitatea si complexitatea produsului. (English - The idea that all kinds of sales jobs are similar in some respects but vary in the degree of difficulty involved; the difficulty is linked to the amount of creativity required in finding new customers and persuading them to buy, and to the tangibility and complexity of the product)

Contract Carrier - Firma de transporturi care opereaza intr-o singura industrie si care are contracte cu anumite firme. (English - A transportation firm operating exclusively in one industry and contracted to particular firms)

Contract Law - Corpul de lege cu privire la contracte. (English - The body of law relating to contracts)

Contract Manufacturing - Producerea si activitatea de marketing legata de un produs, realizate de o firma din afara granitelor. (English - The production and marketing by agreement of a company's product by an overseas firm)

Contract Rate - Pret negociat intre transportator si expeditor pentru transportul unor bunuri; se mai numeste si Negociated Rate (taxa negociata). (English - A charge negotiated between carrier and shipper for the transportation of a commodity; sometimes called a Negotiated Rate)

Contractual Sales Force - Agenti de vanzari care nu lucreaza pentru companie, dar care efectueaza vanzari pentru aceasta pe baza unui comision. (English - Salespeople who are not full or part-time paid representatives of a company but who sell for it on a commission basis)

Contractual Vertical Marketing System - Forma de sistem vertical de marketing in care firmele independente, aflate la diferite niveluri de distributie, sunt legate printr-un contract cu scopul de a atinge scalele economice si pentru a avea in impact mai mare in vanzari. Vezi Administered Vertical Marketing System (sistem verical de marketing administrat); Corporate Vertical Marketing System (sistem vertical de marketing de corporatie); Vertical Marketing System (sistem vertical de marketing). (English - A form of vertical marketing system in which independent firms at different levels of distribution are tied together by contract to achieve economies of scale and greater sales impact. See Administered Vertical Marketing System; Corporate Vertical Marketing System; Vertical Marketing System)

Control-Oriented Pricing - Sistem de stabilire a pretului in care pretul produsului este controlat de guvern sau de alt corp de reglementari. (English - A system of pricing in which a product's price is controlled by government or by some regulating body)

Controlled Allocation System - Vezi Planned Economy (economie planificata); Command System (sistem de comanda). (English - See Planned Economy; Command System)

Controlled Circulation - Distributia masurata a unei publicatii oferita gratuit cititorilor si care se subscrie anumitor criterii(de obicei business-to-business/presa profesionala). Ar putea viza membrii unei asociatii, dar de cele mai multe ori se adreseaza oamenilor care au un anumt nivel de influenta asupra achizitiilor business prin functia lor. (English - The measured distribution of a publication issued free of charge to readers who qualify under certain criteria (usually within business-to-business/professional press). This could be membership of an association, but in most cases it is to people identified as having a certain level of influence over business purchases via their job title or job function)

Convenience Goods - Categorie de bunuri care sunt cumparate frecvent, rapid si cu o implicare emotionala redusa; categoria include materie prima, bunuri cumparate din impuls si bunuri care satisfac nevoile urgente. Vezi Consumer Product (produse de consum); Emergency Goods (bunuri care satisfac nevoile urgente); Impulse Goods (bunuri cumparate din impuls); Staples (materii prime). (English - A category of consumer goods which are bought frequently, quickly and with a minimum of emotional involvement; the category includes staples, impulse goods and emergency goods. See Consumer Product; Emergency Goods; Impulse Goods; Staples)

Convenience Product - Categorie de produse de consum achizitionate frecvent, fara un proces de gandire amplu si cu putin efort. (English - A category of consumer product purchased frequently and with little thought and effort)

Convenience Sample - Forma de alegere a etalonului reprezentativ in care cercetatorul alege respondentii disponibili. (English - A form of nonprobability sample in which the researcher selects readily available respondents)

Convenience Store - Magazin de cartier care are in stoc bunuri cu achizitie rapida, precum lapte, paine, tigarete. (English - A neighbourhood store which stocks frequently purchased items such as milk, bread and cigarettes)

Convergent Diversification - Diversificarea in afacerile inrudite. Vezi Concentric Diversification (diversificarea concentrica); Divergent Acquisition (achizitia divergenta); Diversification (diversificare). (English - Diversification into related businesses. See Concentric Diversification; Divergent Acquisition; Diversification)

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Conversional Marketing - Activitate de marketing menita sa-i faca pe oameni sa-si schimbe parerile si atitudinile in legatura cu un lucru pe care nu-l agreeaza. (English - Marketing activity intended to get people to change their ideas and attitudes about something they dislike)

Cookie - Un document trimis de un site si salvat pe hard disk-ul utilizatorului, care este folosit de site pentru a stoca/primi informatii de la fiecare vizitator. Cookies variaza de la un simplu numar unic pentru fiecare vizitator pana la detalii personale si demografice pe care utilizatorul le-a furnizat. De indata ce un utilizator a primit un cookie, acesta este trimis pe masura ce acceseaza paginile. Asta permite ca prin log file fie urmarit parcursul fiecarui vizitator. Informatia din cookie este folosita pentru a personaliza informatia disribuita utilizatorilor, inclusive reclamele – anumit software de rotatie a reclamelor poate identifica ce reclama a vazut utilizatorul, pentru ca alt mesaj publicitar sa apara pe urmatoarea pagina vizualizata(vezi:Log File, WWW, Web Page, Web Site). (English - A text file, sent from a web site and stored on a user’s hard disk, which is used by the site to store/retrieve information for each visitor. Cookies range from a simple unique number for each visitor through to details of personal preferences and demographic information that the user has supplied. Once a user has received a cookie, it is sent with every page request made. This then allows the site’s log file to track each visitor’s activity through the site. Cookie information is also used to personalise content delivered to users, including advertisements - some ad rotation software can identify which ad the user has just seen, so that a different ad will be rotated into the next page view (see Log File, WWW, Web Page, Web Site))

Cooling-Off Period - O scurta perioada de timp, de obicei cateva zile, in care cumparatorii unui produs pot anula contractul de vanzare daca se razgandesc in privinta achizitionarii acestuia. (English - A short period of time, usually a few days, in which purchasers of a product may void a sale contract if they change their minds about purchasing the goods offered)

Cooperative Advertising - Advertising platit de doua sau mai multe organizatii pentru a promova bunurile sau serviciile fiecareia dintre ele. (English - Advertising sponsored by two or more organisations to promote the goods or services of each)

Copy Deadline - Data pana la care materialul publicitar trebuie sa ajunga la media. (English - The date by which the advertising material must be with the media owner)

Copy Strategy Statement - Document realizat de executivul unei agentii ca ghid pentru angajatii din departamentul de creatie pentru pregatirea si executia unei reclame; declaratia de strategie creativa descrie obiectivele, continutul, suportul si tonul pentru reclama care va fi realizata. (English - A document prepared by advertising agency executives as a guide for their creative staff in the preparation and execution of an advertisement; the copy strategy statement describes the objectives, content, support and tone of the desired advertisement)

Copy Testing - Pre-testarea unui print, de obicei prin inserarea lui intr-un portofoliu de mai multe printuri alese la intamplare, inglobate intr-un format de revista, si prin rugarea respondentilor sa-si aminteasca anumite exemplare; sau post-testarea unui print, de obicei prin rugarea respondentilor sa se uite printr-o revista, iar apoi sa comenteze exemplarele pe care si le amintesc. (English - The pre-testing of advertising copy for print advertisements, usually by giving respondents a portfolio of dummy advertisements in a magazine format and asking them to recall copy points; or the post-testing of advertising copy, usually by asking respondents to look through an actual magazine and then comment on advertisements they remember)

Copycat Product - Produs care are un design, poarta un brand sau este ambalat de asa natura incat sa semene foarte tare cu un concurent foarte puternic; o imitatie ieftina. (English - A product that has been designed, branded or packaged to look exactly like that of a well-established competitor; a cheap imitation)

Copyright - Protectie legislativa acordata autorilor, muzicienilor, artistilor etc, ca respect pentru opera creata. (English - Protection in law afforded to authors, musicians, artists, etc. in respect to the works they have created)

Copywriter - Intr-o agentie de publicitate, persoana avand drept misiune – in functie de profilul si marimea agentiei - crearea (conceperea) de texte pentru anunturi publicitare (inclusiv sloganuri, acrosaje, incheieri etc), creatie audio-video, generice TV, "nazbatii" publicitare s.a.

Copywriting - Proces creativ prin care un continut scris este pregatit pentru reclame sau pentru materiale de marketing. (English - Creative process by which written content is prepared for advertisements or marketing material)

Core Product - Beneficiul sau serviciul intangibil pe care il ofera un produs; de exemplu, esenta produsului oferita unui cumparator de catre un sampon este un par curat si sanatos. Vezi Actual Product (produsul in sine), Augmented Product (produsul sporit). (English - The intangible benefit or service offered by a product; for example, the core product offered to a purchaser of shampoo is clean, healthy hair. See Actual Product; Augmented Product)

Corporate Advertising - Forma de advertising institutional care nu se concentreaza pe un anumit produs, ci pe organizatia in sine; obiectivele advertisingului de corporatie pot fi legate de patronaj, de imagine sau de un subiect controversat. Vezi Corporate Image Advertising (advertisingul imaginii de corporatie); Corporate Issue Advertising (advertising de corporatie bzat pe un subiect);

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Corporate Patronage Advertising (advertising de corporatie in ceea ce priveste patronajul); Institutional Advertising (advertising institutional). (English - A form of institutional advertising focussing not on a particular product or product range but on the organisation itself; the objective of corporate advertising may be patronage, image or issue. See Corporate Image Advertising; Corporate Issue Advertising; Corporate Patronage Advertising; Institutional Advertising)

Corporate Branding - Asocierea numelui corporatiei cu un anumit brand in marketingul de produs, de obicei pentru asigurarea ca introducerea noilor produse va fi mai usor acceptata; difera de brandingul de familie prin aceea ca brandingul de corporatie este folosit pentru toate produsele companiei, si nu pentru o familie de produse. Vezi Family Brand; Individual Brand; Individual Brand Name; Product Line Brand Name; Single Brand Name. (English - Associating the name of a corporation with the individual brand name in product marketing, usually to ensure that new product introductions will be more readily accepted; differs from family branding in that corporate branding is used for all products of the company or division rather than merely for a family of brands. See Family Brand; Individual Brand; Individual Brand Name; Product Line Brand Name; Single Brand Name)

Corporate Culture - Strategiile, stilul, sistemele, valorile impartasite care caracterizeaza o organizatie si care contribuie la individualizarea ei. (English - The particular strategies, style, systems, environment and shared values within an organisation which contribute to its individuality)

Corporate Identity - Caracterul pe care si-l formeaza o companie pentru a se identifica in mintea publicului, realizat prin folosirea consistenta a logo-urilor, culorilor si asa mai departe. Vezi, de asemenea Corporate Reputation (reputatia corporatiei). (English - The character a company seeks to establish for itself in the mind of the public, reinforced by consistent use of logos, colours, typefaces and so on. See also 'corporate reputation')

Corporate Image - Identitatea si perceptia pe care o oragnizatie incearca sa si-o construiasca pentru publicurile sale, de obicei prin advertisingul de corporatie. (English - The identity or perception of itself that an organisation attempts to convey to its publics, usually through corporate advertising. See Corporate Advertising; Corporate Image Advertising)

Corporate Logo - Marca, design, simbol etc, folosit pentru a identifica si pentru a reflecta o imagine relevanta a companiei sau a organizatiei; forma de advertising institutional de reamintire. (English - A mark, design, symbol, etc. used to identify, and reflect an appropriate image of a company or organisation; a form of institutional reminder advertising)

Corporate Objectives - Obiective specifice, reale, masurabile pe care o organizatie incearca sa le atinga intr-o anumita perioada. (English - Specific, realistic and measurable goals which an organisation plans to achieve within a given period of time)

Corporate Planning - Planificare la cel mai inalt nivel al organizatiei, care implica analiza situatiei curente, stabilirea obiectivelor, formularea strategiilor si tacticilor, implementarea si evaluarea. Vezi Strategic Planning (planificarea strategica). (English - Planning at the highest level in an organisation, involving an analysis of the current situation, the setting of objectives, the formulation of strategies and tactics, implementation and evaluation. See Strategic Planning)

Corporate Reputation - Amestec complex de caracteristici, precum etos, identitate, imagine, care formeaza personalitatea publica a companiei. Reputatia companiei este leagata de increderea investitorului, nu ca in cazul reputatiei marcii care este legata de increderea clientului care se materializeaza in vanzari. Vezi, de asemenea, Corporate Identity (identitatea de corporatie). (English - A complex mix of characteristics, such as ethos, identity and image, that go to make up a company's public personality. Corporate reputation hinges on investor confidence, unlike brand reputation which is contingent on customer confidence and reflected in sales. See also 'corporate identity')

Corporate Sponsorship - Forma de BTL in care corporatia ofera fonduri unui grup, unei asociatii, unui grup sportiv etc, in schimbul unor oportunitati de promovare a identitatii marcii. Vezi Below-the-Line Advertising. (English - A form of below-the-line advertising in which a corporation offers funding to a group, association, sporting body, etc. in return for a range of promotional opportunities. See Below-the-Line Advertising)

Corporate Strategy - Politica unei companii cu privire la alegerile pe care le face in desfasurarea activitatilor si in alegerea grupurilor de clienti. (English - The policies of a company with regard to its choice of businesses and customer groups)

Corporate Umbrella - Termen folosit cu referire la utilizarea numelui si imaginii de corporatie ca scut pentru introducerea unui produs nou. (English - A term used in reference to the use made of the corporate name and corporate image as a shield for new product introductions, etc)

Corporate Vertical Marketing System - Sistem de canal de distributie in care fluxul normal de produse in cursul lor de la producator la utilizatorul final este controlat de diverse puncte de autoritate alfate la diverse niveluri ale sistemului. Vezi Administered Vertical Marketing System (sistem vertical de marketing administrat); Contractual Vertical Marketing System (sistem vertical de marketing contractual); Vertical Marketing System (sistem vertical de marketing). (English - A system of

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distribution channel organisation in which the orderly flow of products from producer to end-user is controlled by common ownership of the different levels of the system. See Administered Vertical Marketing System; Contractual Vertical Marketing System; Vertical Marketing System)

Corporate-Image Advertising - Advertising al carui scop este sa stabileasca o identitate a firmei in mintea publicurilor companiei. Vezi Corporate Advertising (advertising de corporatie), Corporate Image (imagine de corporatie). (English - Advertising aimed at establishing an identity for a firm in the public mind. See Corporate Advertising; Corporate Image)

Corporate-Issue Advertising - Advertising in care organizatia isi exprima public punctul de vedere cu privire la un subiect controversat de interes public. Vezi Advocacy Advertising; Corporate Advertising. (English - Advertising in which an organisation states publicly its position on a controversial issue. See Advocacy Advertising; Corporate Advertising)

Corporate-Patronage Advertising - Advertising care incurajeaza clientii sa sprijine firma. Vezi Corporate Advertising (advertising de corporatie). (English - Advertising which encourages customers to patronise the firm. See Corporate Advertising)

Corrective Advertising - Advertising menit sa corecteze mesajele eronate din anunturile promotionale anterioare. (English - Advertising to correct erroneous claims or misleading messages in previous promotional announcements)

Correlation Techniques - Tehnici statistice folosite pentru a descoperi relatiile dintre elemente diverse intr-o situatie de marketing. (English - A range of statistical techniques used to discover relationships between diverse elements in a marketing situation)

Cost Advantage - Varful competitiv care poate fi atins de o companie in detrimentul alteia prin reducerea costurilor de productie si de marketing astfel incat sa poata oferi preturi mai mici sau sa poata folosi mai multe fonduri pentru pomovare si distributie. Vezi Absolute Cost Advantage (avantaj de cost absolut); Marketing Advantage (avantaj de marketing). (English - The competitive edge which can be gained by one company over another by reducing production or marketing costs or both so that it can offer cheaper prices or use excess profits to bolster promotion or distribution. See Absolute Cost Advantage; Marketing Advantage)

Cost Leadership - Strategie de producere a bunurilor la un cost mai mic decat al concurentei. (English - The strategy of producing goods at a lower cost than one's competitors)

Cost of Goods Sold - Pretul platit de o companie pentru bunurile vandute clientilor. (English - The price paid by a company for the goods it sells to its customers)

Cost per inquiry - Costul necesar pentru a face o persoana sa se intereseze de produsul sau serviciul companiei. Acest standard e folosit in advertisingul cu raspuns direct. (English - The cost of getting one person to inquire about your product or service. This is a standard used in direct response advertising)

Cost Rank - O clasificare a mediilor de advertising(ex.: reviste, programe Tv) prin costul estimativ al atragerii publicului tinta. (English - A ranking of advertising vehicles (eg. magazines, TV programmes, etc.) by expected cost of audience delivery)

Cost-Per-Point (CPP) - Costul de livrare al unui GRP. Formula CPP. (English - The cost of delivering one GRP. Formula: CPP)

Cost-Per-Thousand Criterion - Metoda de comparare a eficientei costului pentru canalele media, calculat prin impartirea costului unei reclame de pe un canal la numarul 1000. (English - A measure for comparing the cost effectiveness of media vehicles, calculated by dividing the cost of an advertisement in a particular medium by the number of thousands of its circulation)

Cost-Plus Pricing - Metoda simpla de stabilire a pretului in care un anumit procentaj, cunoscut ca standard, este adugat unitatii costului de productie a unui item pentru a determina pretul de vanzare. Vezi Competition-Oriented Pricing; Target Return Pricing; Value Pricing. (English - A simple method of pricing in which a specified amount or percentage, known as the standard mark-up, is added to the unit cost of production of an item to determine its selling price. See Competition-Oriented Pricing; Target Return Pricing; Value Pricing)

Cost/Profit Analysis - Masura de control a managementului de vanzari care implica calcularea cheltuielilor necesare pentru efectuarea vanzarilor; analiza de profit. (English - A sales management control measure involving the calculation of expenditure incurred in making sales; profitability analysis)

Cota de piata - Ponderea pe care o detine o firma in piata efectiva (reala) sau potentiala a unui produs, la un moment dat (numarul de clienti/procentul din numarul total al consumatorilor actuali sau potentiali ai unui produs, care revine firmei). Deseori, termenul "cota de piata" se foloseste cu sensul de cota de vanzari. V. cota de vanzari.

Cota de piata publicitara - Ponderea pe care o detine un suport/un canal media determinat, pe ansamblul cheltuielilor tipului de suport sau pe ansamblul mijloacelor media. Cota de "voce": in limbajul de specialitate al agentiilor de publicitate, termen folosit

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pentru a desemna volumul de activitate promotionala realizata de o companie, in raport cu concurentii directi. V. share of voice – SOV.

Cota de vanzari - Ponderea detinuta de vanzarile firmei in raport cu desfacerile totale ale concurentilor directi pe o anumita piata. Cota vanzarilor poate fi:-absoluta (sau totala);-relativa (engl. - relative market share), calculata in raport cu liderul sau cu primii trei concurenti ai firmei,si se exprima in unitati fizice (de volum) sau in unitati valorice (luand in considerare si variatiile de pret).Cuantum fizic/valoric al vanzarilor pe care trebuie sa il realizeze un agent de vanzari sau o echipa de vanzari, inr-o anumita arie teritoriala, intr-o perioada de timp (si care se compara cu cotele prestabilite).

Counter Advertising - Advertising platit de grupuri de presiune care apar in opozitie cu anumite produse. (English - Advertising sponsored by pressure groups in opposition to certain products)

Counterfeiting - Copierea produselor competitiei care au o notorietate ridicata. Unele produse contrafacute dorec sa semene atat de mult cu originalul, incat copiaza si numele de marca; altele sunt copii inchise, dar mai putin exacte; altele sunt imitatii ieftine si neconvingatoare. Contrafacerea este in general ilegala. (English - The copying of a competitor's well-known products. Some counterfeit products are intended to look as much like the original as possible, including the brand name; others are close, but not exact, copies; still others are cheap and unconvincing imitations. Counterfeiting is generally illegal)

Countermarketing - Activitate de marketing menita sa aboleasca interesul si cererea unui produs. (English - Marketing activity intended to abolish interest in, and demand for, a product)

Countertrade - Sistem international de schimb bazat pe bartere; tranzactiile pot sa includa sau nu plati in bani. (English - A system of international trade based on bartering; such transactions may or may not involve cash payments)

Coupon - Forma populara de promovare a vanzarilor, distribuita prin ambalajul produsului, prin posta directa, prin ziare sau reviste; consumatorului ii sunt oferite de obicei reduceri pe baza cuponului. (English - A popular form of sales promotion, distributed on the package of the product, by direct mail, or in newspaper and magazine advertisements; the consumer is usually offered "cents-off" the next purchase upon presentation of the coupon)

Couponing - Mijloc de promovare a vanzarilor, tehnica utilizata in marketing direct (alaturi de alte tehnici, cum ar fi mailing/publipostage, phoning), constand in posibilitatea consumatorului de a obtine un avantaj temporar (spre exemplu, o reducere de pret) la cumpararea unui produs, in baza prezentarii unor cupoane (bonuri de reducere) la punctele de vanzare participante la promotie. Cupoanele pot fi distribuite cumparatorilor potentiali prin posta (direct in cutiile postale), prin intermediul presei (sunt decupate din ziare, reviste) sau odata cu ambalajele produselor care fac obiectul actiunii de promovare. In acest ultim caz, cuponul poate fi plasat pe pachet (engl. - on-pack premium) sau in interiorul acestuia (engl. - in-pack premium), bonul de reducere fiind procurat concomitent cu cumpararea produsului, la pretul normal; cumparatorul va beneficia de reducerea de pret la achizitionarea ulterioara a aceluiasi tip de produs. Cupon detasabil: ofera o reducere imediata la produsul purtator.Couponing electronic: tehnica promotionala constand in eliberarea de bonuri de reducere in cadrul magazinului - de automate speciale (V. bon de reducere imediata) sau la casa, prin intermediul cititorului optic al codurilor de bare ale articolelor, in functie de valoarea achizitiilor efectuate de client.

Cover Position - O reclama de pe coperta unei reviste, de cele mai multe ori vanduta la cele mai mari preturi. Prima coperta = fata primei coperte; A doua coperta = interiorul primei coperti; A treia coperta = interiorul celei de-a doua coperti; A patra coperta = exteriorul ultimei coperti. (English - An advertisement on the cover of a publication, often sold at a premium price. First cover = outside front cover. Second cover = inside front cover. Third cover = inside back cover. Fourth cover = outside back cover (see IFC/IBC, OBC))

Cover- Mount - Un cadou gratuit atasat de coperta unei reviste. (English - Free gift attached to the cover of a magazine)

CPH - Costul a 100 de afisari pe un public tinta specificat. Folosit cu precadere in cazul TV-ului. (English - Cost per Hundred. The cost of 100 ratings against a specified audience. Used principally with reference to TV (see GRPs))

CPM/CPT - Costul in obtinerea a 1000 de afisari pentru un anumit public tinta. Costul total al campaniei impartit la un total brut al afisarilor in secunde(Vezi: Impressions). (English - The cost of achieving 1000 impressions within a specified target audience. Total cost of campaign divided by total gross impressions in 000s (see Impressions))

CPP (Cost per Point) - CPP reprezinta costul livrarii unui punct de rating in target, sau 1% din audienta. Folosit in televiziune si radio, ca instrument de planificare pentru a determina cat spatiu mediatic poate fi cumparat pentru un buget stabilit. (English -

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CPP-s represent how much it would cost to deliver one target rating point, or 1% of target audience. Primarily used in television and radio buying as a comparison and planning tool to determine how much media can be afforded at a given budget level)

CPR - Costul obtinerii unui GRO de la publicul tinta. Costul total al campaniei este impartit la numarul GRP-urilor.(vezi: GRPs, Target Audience Population). (English - Cost per Rating Point. The cost of achieving one GRP of the target audience. Total cost of campaign divided by the number of GRPs (see GRPs, Target Audience Population))

CPS - Centre Page Spread. O macheta de presa tiparita pe 2 pagini successive, in centrul ziarului sau al unei revistele capsate. (English - Centre Page Spread. An advertisement printed on two facing pages printed on a single sheet in the centre of a newspaper or saddle-stitched magazine (there is no CPS position in perfect-bound magazines))

Creatie publicitara - In cadrul unei agentii de publicitate, tehnica de concepere a unui mesaj publicitar. Exemplu (modele "clasice" sau mai recente): copy strategy, star strategy, ROI (Relevance, Originality, Impact), strategia de fidelizare, disruption, 3V etc. Este, de regula, o munca de echipa a creativilor publicitari (fr. - le "team" creatif) - copywriter si art director - pentru stabilirea temei, tonului, cuvintelor, formei artistice (expresia grafica, sonora, vizuala) etc, si care vizeaza, in final, realizarea elementelor materiale de baza ale comunicarii (anunturi de presa, spoturi radio, film publicitar video). V. strategia de creatie publicitara.

Creative Selling - Abordare in vanzari in care agentul de vanzari cauta in mod agresiv clienti si foloseste strategii bine planificate pentru a asigura comenzile. (English - An approach to selling in which salespeople aggressively seek out customers and use well-planned strategies to secure orders)

Creatives - Art directorii si copywriterii dintr-o agentie. (English - The art directors and copywriters in an ad agency)

Credit - Perioada de timp in care se poate face plata unei achizitii. Vezi Consumer Credit. (English - The allowance of time in which to pay for a purchase. See Consumer Credit)

Credit Card - Un card mic, de obicei din plastic, folosit pentru a achizitiona produse fara o plata imediata; cardul este eliberat de o institutie financiara sub pecetea intelegerii ca suma cheltuita de consumator va fi returnata cu dobanda. (English - A small card, usually of plastic, used to obtain consumer products without immediate payment; the card is issued by a financial institution on the understanding that the consumer repays sums spent against the card with interest)

Credit Terms - Conditii negociate intre vanzator si cumparator cu privire la momentul in care cumparatorul va fi obligat sa plateasca pentru produsele achizitionate si la reducerile pe care le va face vanzatorul daca plata se va face mai devreme. (English - Conditions negotiated between seller and buyer relating to the time within which the buyer is obliged to pay for the products purchased and any discounts to be allowed by the seller for earlier payment or additional services performed)

Critical-Path Analysis - Tehnica de planificare folosita pentru a mentine proiectele conform programului; o harta arata timpii si prioritatile pentru fiecare activitate. (English - A planning technique used to keep projects on schedule; a flowchart shows time allotments and priorities for each activity)

Cross Elasticity of Demand - Masura a efectului pe care schimbarea pretului unui produs o va avea asupra cererii unui produs de substitutie sau asupra unui produs complementar. Vezi Elasticity of Demand (elasticitatea cererii). (English - A measure of the affect a change in the price of one product will have on the demand for a substitute or complementary product. See Elasticity of Demand)

Cross-sampling - Tehnica de promovare a vanzarilor, constand intr-un esantion de produs - un articol diferit de produsul purtator, apartinand sau nu aceleiasi marci - pus in mod gratuit la dispozitia cumparatorului, in momentul achizitiei unui produs sau serviciu. Constituie, in fapt, o prima pentru produsul principal si un mijloc de incercare pentru produsul purtat (daca cele doua articole ar fi identice, atunci ar fi vorba despre o oferta "cangur"). Obiectiv: incercarea unui nou produs/noi varietati ale marcii, comunicatie. Exemplu: lot de 2 sampoane + un spray fixativ gratuit (aceeasi marca); 30 de anunturi publicitare in presa scrisa si 1.000 de panouri de afisaj stradal.

Cross-Selling - Vanzarea de catre un agent de vanzari a unui produs de care este responsabil un alt agent sau o alta diviziune a companiei. (English - Selling by a salesperson of some part of the company's total product range for which another division or salesperson has prime responsibility)

Cross-Tracks - Un afis peste liniile trenului, situat spre peron. (English - A poster site situated across the track at a railway station, thus facing passengers when they are on the platform)

Culoare - Element determinant in comunicatia vizuala a unei firme/marci sau a unui mesaj/afis promotional (usureaza perceptia, imbunatateste imaginea si armonia estetica, ambianta, subliniaza o trasatura etc).

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Fiecare nuanta de culoare poarta o semnificatie, un anumit mesaj - dupa cum este o culoare calda sau rece, primara sau complementara, uniforma sau in degrade etc. Culorile poarta, in general, mesaje ambivalente, limbajul lor fiind diferit de la o tara la alta, de la o cultura la alta (spre exemplu, galben este considerata, in Japonia, o culoare nobila, in timp ce in cultura europeana semnifica infidelitate; alb semnifica in Europa curatenie, puritate, iar in Extremul Orient, doliu; verdele este in SUA simbolul sperantei si al belsugului (green like money) etc. Limbajul transmis de o culoare trebuie sa corespunda continutului mesajului, sa contribuie la intelegerea sa, nu sa o contrazica. Puterea de evocare a culorilor este fundamentala, iar perceptia lor se face imediat, inaintea formelor, volumelor, cuvintelor sau a cifrelor, de unde si importanta folosirii lor in campaniile de promovare. Un titlu, un fragment de text sau un grafic in culori are o putere de evocare superioara unui mesaj prezentat in alb/negru (acrosaj cromatic). Trebuie avute in vedere, de asemenea, lizibilitatea, diferenta de contrast si efectul spatial al diferitelor culori; vizibilitatea unei culori dominante poate fi intarita prin utilizarea unui cadru colorat.Pentru imprimarea in culori, cernelurile primare folosite in tipografii sunt: galben, cyan (nuanta de verde-bleu), magenta (nuanta de roz), la care se adauga negru (pentru a mari contrastul). V. limbaj al culorilor.

Cultural Diversity - Diferitele sisteme de valori care exista intr-o societate multiculturala. (English - The range of different value systems existing in a multicultural society)

Cultural Values - Idei, credinte, atitudini, opinii, principii etc adoptate pentru o lunga perioada de timp de membrii unei societati. (English - Ideas, beliefs, attitudes, opinions, principles, etc long cherished by members of a society)

Culture - Credintele si valorile de baza care caracterizeaza societatea in ansamblu si care sunt transmise de la o generatie la alta. (English - The basic beliefs and values cherished by a society as a whole and handed down from one generation to the next)

Cumes - Abreviere pentru audienta cumulativa neta. Se refera la numarul de persoane sau case in audienta unui canal de difuziune pe o perioada de timp. Termen folosit de A.C. Nielsen. Termenul este folosit si de multi practicieni de advertising cu referire la audienta nedublata a unui canal mediatic tiparit sau a intregului program mediatic. (English - An abbreviation for net cumulative audience. Refers to the number of unduplicated people or homes in a broadcast program's audience within a specified time period. This term is used by A.C. Nielsen. It also is used by many advertising practitioners to refer to the unduplicated audience of a print vehicle, or an entire media schedule)

Cumparare de spatiu publicitar - Ansamblul operatiunilor comerciale si juridice legate de aparitia sau difuzarea unui mesaj publicitar: alegerea suportului, negocierea tarifelor, rezervarea spatiului - fizica (in presa scrisa, afisaj) sau temporala (timp de emisie/de antena la radio, TV), controlul inserarii si aparitiei mesajului, plata facturii si solutionarea eventualelor litigii.

Cumulative Quantity Discount - Reducere de pret oferita unui cumparator, in care reducerea creste in timp odata cu volumul achizitionat. Vezi Non-Cumulative Quantity Discount. (English - A price reduction offered to a purchaser in which the amount of the discount increases over time with the volume purchased. See Non-Cumulative Quantity Discount)

Cupon - Instrument de promovare a vanzarilor firmei, constand intr-un bon de valoare (vinieta, tichet s.a.) care da dreptul posesorului sa beneficieze de o reducere de pret la achizitionarea (imediata sau ulterioara) a unui produs (de acelasi fel, complementar sau diferit) – in toate punctele de vanzare unde este oferit produsul sau numai in magazinele participante la promotie. Bonul de reducere poate fi acordat unui client si in functie de marimea achizitiilor efectuate intr-un magazin - cu valabilitate pentru cumpararile ulterioare din acelasi punct de vanzare (sau lant de magazine) si in limita datei de validitate a ofertei. Este o tehnica practicata in toate sistemele de distributie; reducerea trebuie sa fie atractiva (circa 15-30% din pretul produsului). Cupoanele pot fi transmise direct la casa (in magazin), in cutiile postale, prin intermediul presei specializate, prin mailing sau odata cu ambalajul produsului (in-pack, on-pack) etc. Modalitati de prezentare:- bon de reducere libera - cupon valoric care da dreptul posesorului sa beneficieze de o reducere de pret (precizata cifric), la cumpararea unui produs determinat; reducerea se acorda direct la casa si nu necesita o alta achizitie prealabila (bonul de reducere poate fi transmis prin presa, pliante, direct in cutiile de scrisori, prin mailing s.a.). Obiectivul principal: stimularea primei achizitii a unui produs. Exemplu: bon de reducere cu o valoare nominala de 15.000 lei la achizitia unei noi creme hidratante, difuzat in 4.000 de exemplare printr-o revista specializata sau prin mailing;- bon de reducere imediata - cupon detasabil on-pack, care da dreptul la o reducere imediata, in momentul platii la casa a produsului purtator. Varianta: cupon oferit individual (la intrarea in magazin sau intr-o zona de atractie comerciala) de personalul magazinului, de un grup de animatori sau prin automate speciale de distributie (fr. - borne self-service), amplasate in interiorul magazinului (in acest ultim caz, cuponul va fi procurat de cumparatorii interesati efectiv de oferta; acestia selectioneaza pe un ecran ofertele care ii intereseaza si cupoanele se imprima imediat; distribuitorul poate stabili numarul maxim de cupoane per client);- bon de reducere valabil la achizitia ulterioara a marcii (fr. - bon de reduction a valoir) - cupon valoric obtinut in momentul achizitiei unui produs (tiparit pe ambalaj, fixat sub un film transparent - individual sau pentru un lot de produse -, inserat in-pack, oferit de un grup de animatori), care da dreptul la o reducere determinata la cumpararea ulterioara a aceluiasi tip de produs.

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Obiectiv: o noua achizitie a marcii, cresterea frecventei de cumparare, fidelizare (daca oferta este de lunga durata), interactivitate. Exemplu: cupon de reducere in valoare de 20.000 lei, valabil pentru fiecare noua achizitie a unui film foto dintr-un magazin/lant de magazine de specialitate;- bon de reducere incrucisata (engl. - cross couponing) - cupon valoric in posesia caruia cumparatorul a intrat cu ocazia achizitiei unui produs purtator (in general, produse de larg consum, preambalate - cuponul fiind transmis prin ambalaj, de animatori sau direct la casa) si care poate fi utilizat pentru cumpararea unui alt tip de produs (marcile apartin sau nu aceleiasi firme, intre ele existand, de regula, o anumita complementaritate);- bon de reducere valabil intr-un magazin specificat (sau retea de magazine) - cupon de valoare acordat cumparatorului in raport cu achizitiile efectuate intr-un magazin; acesta este valabil pentru achizitia ulterioara a unui articol determinat in cadrul aceluiasi punct de vanzare sau retea de magazine;- serie/tren de cupoane de reducere - oferta constand in reunirea unui numar de cupoane valorice apartinand mai multor marci diferite, utilizate in scop comun. Exemplu: carnet cu 10 bonuri de reducere, avand valori cuprinse inre 5.000 si 25.000 lei (totalizand 150.000 lei), utilizate pentru achizitionarea cu pret redus a 10 marci diferite de produse alimentare; - carnet cu cupoane partenere - oferta a unei marci purtatoare, constituita dintr-un ansamblu de bonuri de reducere (cu o valoare totala ridicata), valabile pentru cumpararea altor marci partenere (intre care exista o anumita complementaritate). Exemplu: oferta unei agentii de servicii turistice (emitentul carnetului): cec incluzand 10 bonuri de reducere cu o valoare de 500.000 lei, care poate fi utilizat pentru achizitionarea altor 5 marci specificate (produse cosmetice, servicii de intretinere, foto, transport auto, abonamente la un magazin turistic). V. couponing, reducere de pret.- cupon/bon de cumparare (fr. - bon d'achat): bon valoric care da dreptul posesorului sa beneficieze de o reducere intr-un cuantum specificat, pornind de la un anumit prag valoric al cumpararilor efectuate intr-un magazin (sau raion). Exemplu: bon in valoare de 150.000 lei valabil pentru prima achizitie mai mare de 1.000.000 lei intr-un nou supermarket, timp de o saptamana.

Curbside Sales Training - Training informal pentru reprezentantii de vanzari tinut de un supraveghetor al campului de munca. Vezi Buddy System; Formal Training; On-the-Job Training. (English - Informal coaching or training of a sales representative by a supervisor in the field. See Buddy System; Formal Training; On-the-Job Training)

Current Ratio - Cea mai cunoscuta proportie folosita pentru a evalua lichiditatile unei firme; veniturile curente sunt exprimate ca procent din datoriile curente. Vezi Acid-Test Ratio; Quick Ratio. (English - The commonest of three financial ratios used to evaluate a firm's liquidity; current assets are expressed as a percentage of current liabilities. See Acid-Test Ratio; Quick Ratio)

Curve Fitting - Metoda de analiza a datelor asociative in care sunt folosite un numar de curbe posibile (drepte, concave, convex, in forma de S etc) pentru a descoperi care sunt tendintele si relatiile. (English - A method of analysing associative data in which a number of possible curve shapes - straight lines, concave, convex, s-shaped etc - are used with historical data to discover trends or relationships)

Custom Marketing - Activitate de marketing in care compania incearca sa satisfaca nevoile fiecarui client; se mai numeste si Market Atomisation Strategy (strategie de atomizare a pietei). Vezi Disaggregated Market; Complete Segmentation; Customised Marketing Mix. (English - Marketing activity in which a company attempts to satisfy the unique needs of every customer; also called Market Atomisation Strategy. See Disaggregated Market; Complete Segmentation; Customised Marketing Mix)

Custom Publishing - Publicarea unei reviste de catre o organizatie pentru a intari legaturile cu clientii si pentru a exercita un control mai mare asupra mediului editorial in care apare reclama; o revista obisnuita va lasa loc pentru spatiu de reclama pentru a acoperi costurile de lansare si pentru a capata un aer de incredere. Jenny Craig International, Mary Kay Cosmetics, the Benetton Group and IBM Corp. au lansat reviste. (English - The publishing of a magazine by an organisation wishing to strengthen its bonds with its customers and to exercise greater control over the editorial environment in which its advertisements appear; a custom published magazine will usually carry outside advertisements as well in order to defray the cost of the launch and lend an air of legitimacy. Jenny Craig International, Mary Kay Cosmetics, the Benetton Group and IBM Corp. have all launched magazines)

Customary Price - Pretul traditional; pretul pe care consumatorii se asteapta sa-l plateasca pentru un anumit produs. (English - The traditional price; the price that consumers expect to pay for a certain product)

Customer Lifetime Value (CLV) - Profitabilitatea resimtita de client pentru intreaga viata, opusa profitabilitatii orientate pe o singura tranzactie. (English - The profitability of customers during the lifetime of the relationship, as opposed to profitability on one transaction)

Customer Loyalty - Sentimente sau atitudini care il fac pe un client fie sa se reintoarca la magazinul/compania de unde a facut cumparaturi pentru a efectua unele noi, fie sa cumpere un anumit produs, serviciu sau brand. (English - Feelings or attitudes that incline a customer either to return to a company, shop or outlet to purchase there again, or else to re-purchase a particular product, service or brand)

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Customer Record - Card, biletel, document care este inregistrat cu date pertinente despre un client (nume, adresa, istoria conturilor etc) ca ajutor pentru agentul de vanzari care il va contacta pentru incheierea unei tranzactii. (English - A card, slip or computer file on which is recorded pertinent facts about a prospect or customer (name, address, account history, etc.) as an aid to making a sale when next contacted by a salesperson)

Customer Relations Department - Diviziune a unei organizatii responsabila de a se asigura ca bunurile si serviciile cumparate de clienti ii satisfac si ca modul in care organizatia ii serveste este cel mai potrivit. (English - A division of an organisation with responsibility for ensuring that customers are satisfied with the goods or services they have purchased and with the way the organisation has served them)

Customer Relationship Management (CRM) - Management coerent al contactelor si interactiunilor cu clientii. (Acest termen este deseori folosit in legatura cu folosirea IT, dar IT-ul ar trebui sa fie privit ca facilitator al CRM-ului). (English - The coherent management of contacts and interactions with customers. (This term is often used as if it related purely to the use of IT, but IT should in fact be regarded as a facilitator of CRM))

Customer Retention - Mentinearea unei baze de date cu clienti, prin stabilirea unor relatii bune cu toti cumparatorii produsului companiei. (English - Maintaining the existing customer base by establishing good relations with all who buy the company's product)

Customer Service - Gama larga de activitati menite sa asigure buna administrare a bunurilor si serviciilor livrate consumatorilor si sa satisfaca nevoile si dorintele acestora in cel mai eficient mod cu putinta. (English - A wide variety of activities intended to ensure that customers receive the goods and services they require to satisfy their needs or wants in the most effective and efficient manner possible)

Customer Training - Training de folosire adecvata si eficienta a echipamentului pe care un furnizor il organizeaza pentru angajatii organizatiei client; trainingul nu numai ca aduga un plus de valoare produsului, dar reprezinta si o diferentiere de ceilalti furnizori concurenti. (English - Training in the proper and efficient use of equipment given by a vendor to its customer's employees; provision of training by the vendor not only adds value to the product but also offers the vendor a means of differentiating itself from suppliers of the same or similar equipment)

Customer Value Analysis - Valoarea pe care o are o oarganizatie in ochii consumatorilor fata de concurentii sai. (English - An organisation's rating of the value it provides to its customers relative to that provided by its competitors)

Customer-Driven Distribution Systems - Sistem de distributie realizat dupa cerintele consumatorului si nu dupa criteriile companiei. (English - A system of distribution designed with customer requirements rather than a company's convenience in mind)

Customer-Driven Distribution Systems - Sistem de distributie realizat dupa cerintele consumatorului si nu dupa criteriile companiei. (English - A system of distribution designed with customer requirements rather than a company's convenience in mind)

Customised Marketing Mix - In marketingul international, program de marketing realizat special pentru o tara anume. Vezi Complete Segmentation (segmentare completa); Custom Marketing (marketing adaptat); Disaggregated Market (piata dezagregata); Market Atomisation Strategy (strategie de piata atomizata). (English - In international marketing, a marketing program uniquely designed for a particular country. See Complete Segmentation; Custom Marketing; Disaggregated Market; Market Atomisation Strategy)

Cut-Out - Parte a unei reclame decupata in afara zonei normale de afisare sau ridicata separate pentru a da un efect 3-D. (English - Part of an advertisement cut to shape to project outside the normal display area or mounted separately to give a 3-D effect)

D

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DAGMAR - Acronim pentru Defining Advertising Goals for Measured Advertising Results (definirea obiectivelor de advertising pentru rezultatele masurate de advertising), dupa titlul unei carti de Russell H. Colley (New York: Association of National Advertisers, 1961). Vezi DAGMAR approach. (English - Acronym for Defining Advertising Goals for Measured Advertising Results, after the title of a book by Russell H. Colley (New York: Association of National Advertisers, 1961). See DAGMAR Approach) DAGMAR approach - O abordare de masurare a eficientei de advertising in care obiectivele de advertising sunt transformate in obiective masurabile. (English - An approach to measuring advertising effectiveness in which advertising objectives are turned into specific measurable goals. )

Daily Effective Circulation (DEC) - Numarul brut de oportunitati de expunere pe unitate, pe zi in raport cu o audienta tinta. Reprezinta baza tuturor masuratorilor in ceea ce priveste publicitatea outdoor. (English - The gross number of exposure opportunities, per unit, per day against a given target audience. Provides basis of all outdoor measurement)

Data - Fapte sau date stranse intr-un studiu de cercetare de marketing. Vezi Primary Research (cercetarea primara); Secondary Research (cerecetarea secundara). (English - Facts or information gathered in a marketing research study. See Primary Research; Secondary Research)

Data Analysis - Procesarea datelor obtinute in urma cerectarii de marketing cu scopul de a evalua o situatie, a descoperi relatii intre elementele informative sau pentru a trage concluzii. Vezi Marketing Research (cercetarea de marketing). (English - The processing of marketing research findings to summarise a situation, discover relationships between elements of the information, or to draw conclusions from them. See Marketing Research)

Data Collection - Activitatea de strangere de informatii in legatura cu un subiect intr-un studiu de cercetare de marketing. Vezi Marketing Research (cercetarea de marketing). (English - The activity of gathering facts or information about a subject in a marketing research study. See Marketing Research)

Database - Informatie aranjata in asa fel incat sa poata fi inmagazinata si procesata de un computer. (English - Information arranged in such a way that it can be stored in, and processed by, a computer. See Database Marketing)

Database Marketing - Folosirea unor colectii vaste de informatii aflate pe un computer; listele de baze de date pot sa faca referire la diferite subiecte; baze de date care contin transcrieri complete ale documentelor sau ale articolelor; baze de date care furnizeaza numele si adresele clientilor potentiali. (English - The use of large collections of computer-based information in marketing; the database listings may be reference databases containing information on specific topics; full databases which contain full transcripts of documents or articles being sought; or source databases which contain listings of names and addresses, etc of prospective customers)

Day parts - In publicitate, intervale orare care permit studierea audientei, in diferite momente ale unei zile: day time, access prime time, prime time/peak time, night time.

Day time - In publicitate, transa orara in programul unui post de radio sau de televiziune cuprinsa intre prime time (de dimineata) si acces prime time.

Day-after recall test - Metoda de cercetare care testeaza memoria consumatorilor cu o zi dupa ce au vazut o reclama, folosita cu scopul de a testa eficienta unei reclame. (English - A research method that tests consumers' memories the day after they have seen an ad, to assess the ad's effectiveness)

Daypart - O segmentare a vizionarilor/ascultarilor dintr-o zi, care ajuta la stabilirea rate card-urilor. De obicei este o structurare pe ore- ex.: 2000-2300, carora li se dau nume mari, descriptive-ex.: ora de varf, dimineata. Cei care cumpara spatiu vor negocia segmentele dayparts in functie de media plan. (English - A section of the viewing or listening day, which helps to structure rate cards. Usually segmented by time hours, eg. 2000-2300, which may be given broad descriptive names, eg. peak time, breakfast time, coffee time, drive time. Time buyers will negotiate dayparts according to the media plan)

DBS - Termen folosit pentru a descrie un satelit de mare putere care transmite direct in casele telespectatorilor sin u printr-un sistem cablu. (English - Direct Broadcast Satellite. Term used to describe a high-power satellite broadcast direct to viewers’ homes rather than through a cable system)

Dealer - Comerciant independent, operator care cumpara si vinde marfuri (precum si alte valori):-publicului: in cantitati mici - cu amanuntul (engl. - retail dealer);-detailistilor: in cantitati mari - engros (engl. - wholesale dealer).

Dealer Listing - Numirea in reclamele la un produs a anumitor vanzatori cu amanuntul care il au in stoc; numirea dealerilor se face ca o comoditate pentru consumatori si pentru a-i incuraja pe vanzatori sa detina in stoc cantitati cat mai mari din produsul

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respectiv. (English - The namimg in a product advertisement of certain retailers who have stocks; the naming of dealers is done as a convenience to consumers and to encourage the retailers to carry higher stock levels. Also referred to as Tagging)

Dealer Loader - Cadou oferit unui retailer care cumpara o cantitate specifica dintr-un produs intr-o perioada de promovarea vanzarilor. Vazi Trade Sales Promotion (promovarea comerciala a vanzarilor). (English - A gift given to a retailer who purchases a specified quantity of a product during a trade sales promotion. See Trade Sales Promotion)

Debit card - Card de plastic utilizat in sistemul de plata electronica; cuprinde un cod de acces si de identificare, numar de cont, numarul cardului, data expirarii s.a. Permite posesorului sa obtina numerar de la automatele si ghiseele bancare si sa achizitioneze bunuri si servicii dintr-un punct de vanzare electronica (engl. - retail's POS, hoteluri, magazine, benzinarii), in baza autorizarii tranzactiei de banca platitoare; aceasta se face imediat, insa plata este debitata din contul bancar al cumparatorului in doua-trei zile. I se mai spune si "cec electronic". Exemplu: BCR VISA Classic, BCR Maestro, BCR EUROCARD Business s.a.

Decay - Proportia efectului mesajului publicitar care nu se continua din perioada in care mesajul ruleaza pana in perioadele ulterioare. In schimb, proportia in care un mesaj publicitar produce efecte si in perioadele urmatoare se numeste carry-over(vezi: Adstock, Carry-Over). (English - The proportion of the advertising effect that is not carried over from the period when the advertising runs into subsequent periods. Conversely, the proportion of the effect that is carried over is called carry-over (see Adstock, Carry-Over))

Decay constant - Estimare a declinului unui produs daca nu ar exista o continuitate in campania de advertising. (English - An estimate of the decline in product sales if advertising were discontinued)

Decentralised Exchange System - Orice sistem de schimb de bunuri sau servicii care nu utilizeaza un punct de vanzare central. Vezi Centralised Exchange System (sistem de schimb centralizat). (English - Any system for the exchange of goods or services which does not utilise a central marketplace. See Centralised Exchange System)

Deceptive Advertising - Advertising intentionat sa insele consumatorul cu un mesaj fals sau care poate induce in eroare. (English - Advertising intended to deceive consumers with false or misleading claims)

Deceptive Packaging - Ambalaj intentionat sa insele cumparatorul; materialul de ambalare folosit in exces poate da impresia ca produsul este mai mare in continut decat este in realitate. Vezi Ullage. (English - Packaging intended to deceive the purchaser; excessive ullage creates the impression that the volume of the contents is greater than it actually is. See Ullage)

Deciders - Cei care iau decizia de cumparare intr-o organizatie; in general este greu sa identifici care sunt persoanele decidente deoarece ele nu au intotdeauna autoritatea formala de cumparare. Vezi Buying Centre (centrul deciziei de cumparare). (English - Those who actually make the decision in the organisational buying process; the deciders are often difficult to identify because they may not necessarily have the formal authority to buy. See Buying Centre)

Decision Making - A alege intre diferite alternative folosind procese cognitive precum memoria, gandirea, evaluarea etc. Se mai numeste si rezolvare de probleme. (English - Choosing between alternative courses of action using cognitive processes - memory, thinking, evaluation, etc; also called Problem Solving)

Decision Making Unit (DMU) - Echipa de oameni dintr-o organizatie care iau decizia finala de cumparare. (English - The team of people in an organisation who make the final buying decision)

Decision Matrix - Un instrument folosit in luarea de decizii in care sunt listate si analizate diferite dimensiuni ale problemei pentru a determina cea mai buna alternativa intr-o situatie data. (English - A tool used in decision making in which the various dimensions of a problem are listed and rated to determine the most appropriate alternative in a particular situation)

Decision Support System - Orice sistem computerizat de transformare a datelor burte (vanzari, niveluri de vanzare etc) in informatii care pot fi folosite de management in luarea deciziilor. (English - Any computerised system of changing raw data (sales, stock levels, etc) into information that can be used by management in decision making)

Decision Tree (Arbore decizional) - Un instrument folosit in luarea deciziilor in care alternativele sunt reprezentate grafic precum crengile unui copac; se mai numeste si diagrama fluxului deciziei. (English - A decision-making tool in which alternative options are portrayed graphically as branches on a tree; also referred to as a Decision Flow Diagram)

Decline Stage - Stadiul final din ciclul de viata al unui produs (dupa stadiul introductiv, stadiul de crestere si stadiul de matruritate) care se manifesta atunci cand vanzarile scad deoarece necesitatile si dorintele originare ale clientului s-au diminuat sau cand un alt produs inovativ a fost introdus pe piata. Vezi Product Life Cycle (ciclul de viata al produsului); Introductory Stage (stadiul introductiv); Growth Stage (stadiul de crestere); Maturity Stage (stadiul de maturitate). (English - The final stage of the product life cycle (after introductory stage, growth stage and maturity stage) when sales are dropping because the original need and want have

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diminished or because another product innovation has been introduced. See Product Life Cycle; Introductory Stage; Growth Stage; Maturity Stage)

Decoding - Pas in procesul de comunicare care presupune faptul ca receptorul accepta si interpreteaza mesajul. Vezi Communication Process (procesul de comunicare); Encoding (codarea). (English - The step in the communication process in which the receiver accepts and interprets the message. See Communication Process; Encoding

Deep Assortment - Strategie de clasare in care distribuitorul decide sa duc mai multe variane ale fiecarui produs. Vezi Assortment Strategies; Broad Assortment; Exclusive Assortment; Scrambled Assortment. (English - An assortment strategy in which a reseller decides to carry many variants of each product in the range. See Assortment Strategies; Broad Assortment; Exclusive Assortment; Scrambled Assortment)

Defensive Advertising - Advertising care intentioneaza sa combata efectele promovarii concurentei. (English - Advertising intended to combat the effects of a competitor's promotion)

Deflation - Incetinirea unei economii caracterizata de caderea preturilor si a salariilor; reversul inflatiei. (English - A slowing of the economy characterised by falling prices and wages; the reverse of inflation)

Delayed Quotation Pricing - Metoda de stabilirea a pretului in care cel care vinde intarzie sa spuna un pret pana la livrarea produsului; aceasta metoda e folosita pentru a proteja vanzatorul impotriva cresterii costurilor si a intarzierilor de productie. (English - An industrial pricing method in which the seller delays quoting a price until delivery; the method protects the seller against cost over-runs and production delays)

Delivered Pricing - O metoda de stabilire a pretului in care pretul final este ajustat astfel inact sa includa si costurile de transport; vanzatorul isi ia responsabilitatea livrarii, dar adauga costul acesteia la pret. In general se utilizeza patru metode de stabilire a pretului in functie de livrare: stabilirea pretului in functie de o singura zona, stabilirea pretului in functie de mai multe zone, stabilrea pretului in functie de un punct, stabilirea pretului in functie de absorbtia cheltuieleilor de transport. Vezi Base-Point Pricing; Freight-Absorption Pricing; Multiple-Zone Pricing; Single-Zone Pricing. (English - A pricing method in which the final price to the buyer is adjusted to include transportation costs; the seller takes responsibility for arranging delivery but adds the cost to the quoted price. Four widely used methods of delivered pricing are single-zone pricing, multiple-zone pricing, base-point pricing and freight-absorption pricing. See Base-Point Pricing; Freight-Absorption Pricing; Multiple-Zone Pricing; Single-Zone Pricing)

Delivery - Capacitatea de a ajunge la un public sau cu un numar de oameni printr-un program de advertising, cuantificabile(capacitatea) prin cercetarile de publicurilor. (English - The ability to reach or communicate with a certain audience or number of people through a given advertising schedule, quantifiable via audience research surveys)

Delphi Technique - O metoda de previziune in care un coordonator cauta opiniile unor experti care isi revizuiesc punctele de vedere unii in functie de altii pentru a ajunge la un consesns. (English - A forecasting method in which a cordinator seeks predictions from experts who revise their opinions in light of the opinions of the others until some degree of consensus is reached)

Demand - Masurarea persoanelor de pe o piata care doresc sa cumpere un produs pe care si-l permit. (English - A measure of those in a market who wish to buy a product and can afford to do so)

Demand and Supply - Cererea (demand) este dorirea unui produs la pretul pietei; rezerva (supply) este cantinatea disponibila la pretul respectiv. (English - Demand is the desire for a product at the market price: supply is the quantity available at that price)

Demand Curve - Linie trasata pe un grafic care reprezinta numarul de unitati de produs care vor fi cumparate in functie de pret. (English - A line drawn on a graph to represent the number of units of a product which will be purchased at any particular price point)

Demand-Backward Pricing - Metoda de stablire a pretului in care punctul de pornire il reprezinta disponibilitatea financiara a consumatorilor; apoi se iau in calcul costurile pentru a se observa daca profitul este adecvat. (English - A method of pricing in which prices are set by determining what consumers are willing to pay; then, costs are deducted to see if the profit margin is adequate)

Demarketing - Marketing care are ca scop limitarea cresterii; practicat, de exemplu, de guverne pentru a conserva rezervele naturale sau de companiile care nu pot satisface adecvat necesitatile tuturor potentialilor clienti. (English - Marketing aimed at limiting growth; pracised, for example, by governments to conserve natural resources, or by companies unable to serve adequately the needs of all potential customers)

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Democratic Leadership Style - Stil de leadreship caracterizat de un grup de luare a deciziei. Vezi Autocratic Leadership Style (stilul de leadership autocratic). (English - A style of leadership characterised by group participation in decision-making. See Autocratic Leadership Style)

Demographic Characteristics - Variabile in randul populatiei unei natiuni, precum varsta, genul, nivelul de venituri, starea civila, originea etnica sau nivelul de educatie. (English - Variables within a nation's population, such as age, gender, income level, marital status, ethnic origin and education level)

Demographic Segmentation - Divizarea populatei eterogene dintr-o tara in categorii relativ omogene in functie de niste variabile; se mai numeste si segmentare in functie de statutul existential;. Vezi Segmentation Bases (bazele segmentarii). (English - The division of the heterogeneous population of a country into relatively homogeneous groups on the basis of variables within the population mix; sometimes called State-of-Being Segmentation. See Segmentation Bases)

Demographics - Mijloace prin care se definesc publicurile tinta prin: sex, varsta, clasa socio-economica, membrii familiei, educatie sau o combinatie a acestor facori(vezi: Lifestyle, Psychographics). (English - Means of defining an audience by sex, age, socio-economic class, household size, family composition, education, etc. or a combination of these (see Lifestyle, Psychographics))

Demography - Studiul caracteristicilor fizice, sociale si economice care exista in randul unei populatii. (English - The study of the range of physical, social and economic characteristics that exist within a population)

Demonstratie comerciala - Actiune de prezentare a caracteristicilor (tehnice, functionale, calitative etc.) ale unui produs, la locul de vanzare, intr-o expozitie, in cadrul unui salon comercial, la domiciliul clientilor etc. V. Incercare gratuita.

Departament de publicitate - Compartiment specializat in cadrul unei companii (sau o sectiune in cadrul departamentului de marketing) Insarcinat cu elaborarea si punerea in practica a strategiei de publicitate si/sau al planului media)

Department Store - Un magazin de talie mare care ofera o gama larga de bunuri clasate in diferite raioane. Vezi Full-Line Department Store; Limited-Line Department Store. (English - A large retail store offering a wide variety of goods in different departments. See Full-Line Department Store; Limited-Line Department Store)

Dependent Variables - Variabilele intr-un experiment de cercetare care sunt afectate de manipularea unor variabile explicative sau exeperimentale. Vezi Experimental Variables (variabile experimentale). (English - The variables in a research experiment which are affected by manipulation of the explanatory or experimental variables. See Experimental Variables)

Deployment - Configurarea fortei de vanzare in anumite teritorii pe baza unor fapte logice. (English - The configuration or arrangement of a sales force into territories on some logical basis)

Depreciation - O reducere facuta in fisa de bilant pentru uzari si rupturi; masurarea pierderii in valoare a unui bun cauzate de uzura sau invechire. (English - An allowance made in a balance sheet for wear and tear; a measure of the loss of value of a fixed asset because of use or obsolescence)

Depth Interviews - Tip de crecetare calitativa de marketing in care interviurile individuale sunt conduse de un moderator specializat pentru a obtine informatii cu privire la un produs sau un brand. Vezi Focus Group. (English - A qualitative marketing research approach in which interviews are conducted by a trained moderator with individuals, rather than with groups, to obtain information about a product or brand. See Focus Group)

Deregulation - Retragerea completa sau partiala a controlului si restrictiilor guvernamentale cu privire la o activitate industriala sau de afaceri specifica. (English - The complete or partial removal of government control and restrictions relating to a specific business activity or industry)

Derived Demand - Cerere pentru materiale in stare bruta pe piata producatorilor care se bazeaza pe cererea produselor de catre consumatori. Vezi Primary Demand (cerere primara). (English - Demand for raw materials in a producer market which is based on the demand for consumer products. See Primary Demand)

Descriptive Label - Eticheta a unui produs care prezinta marimea, greutatea neta, ingredientele, compozitia, valoarea nutritiva etc. Vezi Label (eticheta). (English - A label on a product which announces the size, net weight, ingredients, composition, nutritional value, etc. See Label)

Design - Ansamblul de tehnici de proiectare a identitatii vizuale a unei marci (designul marcii), a unei firme (designul firmei), precum si de amenajare a spatiilor comerciale, a birourilor (design arhitectural - iluminat, finisaje, paviment, mobilier, cromatica etc). Companiile mari au propriile departamente de design (engl. - design department), care se ocupa de designul marcii (conceperea de noi produse, forme de ambalaje, logo etc), advertising (ilustratii, elemente vizuale sau tipografice) etc. Parte

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integranta a politicii de comunicare, designul produsului integreaza: culori (primele percepute si memorizate), forme/volume, cuvinte, cifre - mai dificil de retinut. (V. grafismul marcii).In ceea ce priveste semnele verbale, se apreciaza ca prezenta literelor puternice (spre exemplu, litera "x") confera tarie si soliditate marcii; litera "z" are conotatii de tehnologie si modernitate; litere precum "o", "a" exprima rotunjime si feminitate. Sunt la moda siglele (exemplu, initialele C.K. - Calvin Klein, LG, 3M), ca si numele scurte (Fa, OMO, Elf), usor de pronuntat in diverse limbi (V. nume de marca/comercial). In cadrul unei strategii de creatie media, proiect (schita) al unui mesaj publicitar care este prezentat spre a fi vizionat de beneficiar (engl. - rough, scamp - pentru anunturile de presa si afisaj si story board - pentru filmele publicitare de televiziune sau cinema). Plan tehnic (schita) a unui produs nou; activitatea de design este vitala in domenii precum industria automobilelor, industria hoteliera, a modei, parfumurilor, bijuteriilor, in jurnalistica s.a.

Designated market area (DMA) - Desemnare geografica, folosita de A.C. Nielsen, care specifica ce tari sunt incluse in piata unei televiziuni anume. Vezi de asemenea Area of dominant influence (zona de influenta dominanta). (English - A geographic designation, used by A.C. Nielsen, that specifies which counties fall into a specific television market. See also, Area of dominant influence)

Designer - Specialist care se ocupa de conceperea tehnica a unor noi modele de produs, forme cat mai estetice si functionale de ambalaje, de ilustratii, logotipuri si alte elemente vizuale utilizate in publicitate (advertisement design), cromatica, crearea unei atmosfere scenice (in materie de spatiu si timp).

Desire Competitors - Toate companiile si organizatiile care ofera un produs pe care consumatorul il doreste imediat. Vezi Competitors (concurenti). (English - All companies and organisations offering a product that the consumer desires immediately. See Competitors)

Desk-to-Desk Direct Marketing - O forma de vanzare business-to-business in care firmele achizitioneaza si folosesc baze de date computerizate pentru a localiza potentialii clienti; in mod normal, bazele de date sunt compilate de persoane specializate si sunt organizate in functie de tipul afacerii, veiturile din vanzari, numarul de angajati, locatie, codul telefonic al zonei. (English - A form of business-to-business selling in which firms purchase and use computer databases to locate potential customers; typically, the databases are compiled by list brokers and are organised according to business type, sales revenue, number of employees, location and telephone area code)

Detailer - Un agent de vanzari, in special din industria farmaceutica, a carui prima datorie este de a informa clientii in legatura cu noile produse. Vezi Missionary Selling (vanzarea misionara). (English - A salesperson, especially in the pharmaceutical drug industry, whose primary task is to inform clients about new products. See Missionary Selling)

Detailist - Comerciant cu amanuntul, profesionist specializat care vinde produse publicului in cantitati mici (fr. - en detail), ce nu depasesc nevoile de consum obisnuite. Este ultima veriga in cadrul unui circuit de distributie prin intermediari. Punctele de desfacere cu amanuntul (locul in care cumparatorii vin efectiv in contact cu produsele) imbraca forme si marimi diferite: de la magazine stradale mici, la supermagazine, automate de vanzare si piete stradale.

Determinance Model (of Brand Evaluation) - Un model folosit in studiul proceselor de luare a deciziei a consumatorilor pentu a evalua marcile alternative. Consumatorul, pe cale de achizitie, nu va fi influentat in alegerea produsului de nici un atribut al altui produs, indiferent cat de important este, in cazul in care toate produsele detin aceeasi cantitate de atribute. Alte modele de evaluare a brandului includ modelul expectantei de valoare, modelul brandului ideal, modelul conjunctiv, modelul lexicografic di modelul determinantei. (English - A model used in the study of consumer decision processes to evaluate alternative brands. The idea that consumers, about to make a purchase, will not be swayed in their product choice by any one product attribute, no matter how important, if all products possess the same amount of the attribute. Thus, the decision is made on the basis of a less important attribute. Other models of brand evaluation include the expectancy-value model, ideal brand model, conjunctive model, lexicographic model and determinance model)

Deterministic Models - Instrument statistic utilizat in estimarea vanzarilor in care variabile de marketing, precum nivelul preturilor, cheltuielile de advertising si cheltuielile pentru promovarea vanzarilor, sunt folosite pentru a prezice raspandirea pe piata si vanzarile. (English - A statistical tool used in sales forecasting in which marketing variables, such as price levels, advertising expenditures and sales promotion expenses, are used to predict market share or sales)

Developmental Marketing - Activitatea de marketing menita sa creasca cererea pentru un produs care pare sa atinga o nevoie de piata evidenta. (English - Marketing acitivity intended to increase demand for a product that appears to meet an evident market need)

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Diary - Un jurnal pastrat de membrii unui consumer panel pentru a inregistra vizionarile, auditiile sau ce anume este masurat. Pentru masurarea audientei TV, cercetarea bazata pe diary a fost predecesoarea peoplemeteres, care sunt utilizate acum( vezi: Peoplemeters). (English - A log kept by members of a consumer panel to record their viewing, listening, purchase, consumption, or whatever is being measured. For TV audience measurement, diary-based research was the forerunner to peoplemeters, which are now in use in all developed markets and, increasingly, developing markets (see Peoplemeters))

Dichotomous Question - O intrebare de final in chestionarele din cerectarile de marketing in care persoana interogata trebuie sa aleaga un raspuns din doua posibile. Vezi Multichotomous Question (intrebari cu variante de raspunsuri multiple). (English - A closed-ended question in a marketing research questionnaire in which the respondent must choose one of only two possible responses. See Multichotomous Question)

Diferentiala semantica - Tip de scala de atitudine folosita in cadrul unui sondaj de opinie, in care intrebarea formulata este cuprinsa in intervalul format dintr-o pereche de atribute bipolare - doua cuvinte (exemplu: modern - demodat, foarte favorabil - foarte nefavorabil, foarte important - foarte putin important etc.). Intre acestea se insereaza o scala numerica cu trei, cinci sau sapte nivele, respondentul urmand sa isi exprime opinia marcand pozitia corespunzatoare optiunii sale. Pe acest principiu se construiesc scala importantei, scala de apreciere, scala intentiei de cumparare. Exemplu: Dupa parerea dumneavoastra, modelul X de automobil este:cunoscut 7 6 5 4 3 2 1 necunoscutperformant 7 6 5 4 3 2 1 neperformantmodern 7 6 5 4 3 2 1 invechit

Diferentierea marcii - Tehnica constand in atribuirea unor trasaturi distinctive produselor/serviciilor firmei, astfel incat acestea sa dobandeasca o imagine puternica, o individualitate care sa permita cumparatorului descoperirea/reperarea/deosebirea cu usurinta a marcii si atragerea/fidelizarea clientelei (functia distinctiva a devenit indispensabila in universul concurential actual existent pe piata). Aceasta se poate realiza prin calitate, marcare, pozitionare, design, pret, ambalaj, servicii conexe, tehnici specifice de vanzare si de promovare a marcii etc.

Differential Advantage - Elementul sau factorul in strategia de produs a unei firme care il face superior fata de cel al concurentei. (English - The element or factor in a firm's product or strategy which makes it superior to that of a competitor)

Differential Pricing - O strategie de stabilire a pretului in care compania pune preturi diferite pentru acelasi produs in functie de tipul de consumator, momentul achizitionarii etc; se mai numeste si stabilire discriminatorie a pretului, stabilirea flexibila a pretului, stabilire de pret multipla, stabilirea variabila a pretului. Vezi One-Price Police (politica pretului unic). (English - A pricing strategy in which a company sets different prices for the same product on the basis of differing customer type, time of purchase, etc; also called Discriminatory Pricing, Flexible Pricing, Multiple Pricing, Variable Pricing. See One-Price Policy)

Differentiated Marketing - Diviziunea unei piete eterogene in segmente relativ omogene astfel incat nevoile si dorintele diferitelor segmente sa poata fi satisfacute cu mai multa eficienta; o abordare de segmentare in marketing. (English - The division of a heterogeneous market into relatively homogeneous segments so that the needs and wants of the different segments may be served more effectively; a segmented approach to marketing)

Differentiated Segmentation Strategy - Una dintre cele patru abordari (impreuna cu strategia de segmentare concentrata, strategia expansiunii segmentului de piata si strategia expansiunii liniei de produse) disponibile pentru o firma in legatura cu segmentul sau segmentele pe care le vizeaza; in segmentarea diferentiata o firma opereaza in mai multe sau in toate segmentele unei piete si dispune de produse care vizeaza fiecare segment. Vezi Segmentation Strategies (strategii de segmentare); Concentrated Segmentation Strategy (strategia concentrata de segmentare); Market Segment Expansion Strategy (strategia de expansiune a segmentului de piata); Product Line Expansion Strategy (strategia expansiunii liniei de produse). (English - One of four possible approaches (with concentrated segmentation strategy, market segment expansion strategy and product line expansion strategy) available to a firm in relation to the segment or segments it wishes to target; in a differentiated segmentation approach a firm operates in several or all segments and targets different products to each. See Segmentation Strategies; Concentrated Segmentation Strategy; Market Segment Expansion Strategy; Product Line Expansion Strategy)

Differentiation - Asigurarea ca produsele sau serviciile au un element unic care le permite sa se diferentieze de restul produselor similare. (English - Ensuring that products and services have a unique element to allow them to stand out from the rest)

Diffusion of Innovation - Ideea ca unele grupuri de pe o piata sunt mai pregatite si isi doresc mai mult sa isi insuseasca un nou produs mai mult decat altele si ca produsul este difuzat in valuri in societate; grupurile care sunt mai pregatite sa adopte noi produse sunt reprezentate de inovatorii (2,5% din populatie), adoptantii timpurii (13,5%), majoritatea timpurie (34%), majoritatea tarzie (34%), codasii (16%). (English - The idea that some groups within a market are more ready and willing to adopt a new product than others and that the product is diffused through a society in waves; the groups, in order of their readiness to adopt are

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innovators (2.5 percent of the population), early adopters (13.5 percent), early majority (34 percent), late majority (34 percent) and laggards (16 percent))

Diffusion Process - Modul in care o tehnologie inovatoare se raspandeste intr-o piata de la un grup la altul in conformitate cu pregatirea orientata spre adoptie a fiecarui grup. Vezi Diffusion of Innovation (difuzarea inovatiei). (English - The manner in which an innovative technology spreads across a market group by group according to the readiness of each group to adopt it. See Diffusion of Innovation)

Difuzare - Numarul de exemplare al unui suport de presa (cotidian, revista, magazin), comercializate efectiv pe piata sau distribuite gratuit (in avion, hotel s.a.), indicator principal al marimii economice a unui titlu de presa (difuzarea nu se confunda cu tirajul si nici cu audienta - la determinarea careia contribuie efectiv). Distingem difuzarea totala anuala si difuzarea medie pe numar (determinata ca diferenta intre tirajul publicatiei si numarul de exemplare nevandut). Difuzarea geografica: la nivel national, regional, pe judete sau orase (unele suporturi pot avea difuzare internationala). Difuzarea temporala: aparitie cotidiana (de dimineata, de seara), saptamanala (ziua aparitiei poate fi un avantaj - spre exemplu, vinerea), lunara sau cu prilejul unor evenimente (vacanta, sarbatori). In domeniul audiovizualului, difuzarea se refera la distribuirea de servicii de comunicatii (TV, radio). "Distribuirea catre public a originalului ori a copiilor unei opere, prin vanzare, inchiriere, imprumut sau prin orice alt mod de transmitere cu titlu oneros sau cu titlu gratuit" (Legea 8/1996, art. 14, alin. 2).Gradul de patrundere a unui produs pe piata (absorbtia acestuia de consumatori).

Dilema - Produs sau activitate din portofoliul firmei, care se caracterizeaza printr-o cota de piata si o rentabilitate scazuta, necesar ridicat de resurse financiare dar o rata de crestere ridicata (acestea pot deveni vedetele de maine ale firmei). V. BCG.

Direct Accounts - Conturi de proportii mari de care se ocupa un personal specializat sau directorii executivi ai unei companii, in detrimentul agentilor de vanzari regionali; se mai numesc si House Accounts sau National Accounts. (English - Large accounts serviced by head office personnel or company executives rather than by salespeople in regional offices; sometimes called House Accounts or National Accounts)

Direct Close - Cea mai directa abordare de incheiere a tranzactiei; agentul de vanzari cere pur si simplu cumparatorului sa comande. Vezi Close. (English - The most straight-forward closing approach; the salesperson simply asks the buyer for an order. See Close)

Direct Competition - Un produs sau un brand care concureaza la aceeasi categorie de produse. Vezi Indirect Competiton (competitia indirecta). (English - A product or brand which competes in the same product category. See Indirect Competition)

Direct Competitive Advertising - Advertising care intentioneaza sa simuleze achizitionarea imediata a unui brand anume. Vezi Indirect Competitive Advertising (advertising competitiv indirect). (English - Advertising intended to stimulate immediate purchase of a particular brand. See Indirect Competitive Advertising)

Direct Costs - Costuri care pot fi atribuite direct productiei unui anumit produs. Vezi Indirect Costs (costuri indirecte). (English - Costs which can be attributed directly to the production of a particular product. See Indirect Costs)

Direct Denial Method - A controla obiectia unui cumparator prin metoda contraziceii directe. Vezi Objections (obiectii). (English - Handling a buyer's objection by contradicting it in a "head-on" manner. See Objections)

Direct Mail - Metoda folosita pentru a identifica clienti actuali si viitori prin mesaje publicitare adresate personal prin posta acasa/la adresa firmei. (English - The method used to reach identified prospects and existing customers through personally addressed advertising which is delivered through the post at a home or business address)

Direct Mail Advertising - Advertisng direct catre utilizatorii finali prin trimiterea prin posta de cataloage sau de alte tiparituri care servesc vanzarilor. (English - Advertising direct to end-users by sending catalogues or other sales literature through the post)

Direct Marketing - Vanzarea catre utilizatorii finali prin alte mijloace decat prin vanzare directa; folosirea cataloagelor, reclamelor prin posta etc. A vinde bunuri si servicii. Vezi Direct Selling (vanzare directa). (English - Selling to end-users by means other than direct sales contact between salesperson and buyer; the use of calalogues, direct-mail advertisements, etc. to sell merchandise and services. See Direct Selling)

Direct Marketing Channel - Un canal de distributie in care nu sunt folositi intermediari; un fabricant vinde direct utilizatorului final; se mai numeste si Zero Level Channel (canal de nivel zero). Vezi Channel Lenght (lungimea canalului) (English - A distribution channel in which no intermediaries are used; a manufacturer sells direct to an end-user; also called a Zero Level Channel. See Channel Length)

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Direct premium - Un premiu oferit consumatorului in timpul achizitiei. (English - A premium provided to the consumer at the same time as the purchase)

Direct Response Advertising - Mesaj publicitar adresat consumatorului pentru a avea un raspuns imediat, fie prin sunarea companiei, fie printr-un cupon sau prin ridicarea unui cupon de la magazin. (English - Advertising that is designed to get the customer to respond immediately, whether by calling the company, clipping a coupon or redeeming a coupon at a store)

Direct Selling - Vanzarea directa utlizatorilor finali prin mijloacele fortei de vanzare. Vezi Direct Marketing (marketing direct). (English - Selling directly to end-users by means of a sales force. See Direct Marketing)

Direct-Response Marketing - Forma de vanzare diferita de vanzarea in magazine, in care clientii comanda produse prin posta sau printelefon, iar bunurile sunt livrate direct la domiciliu; se mai numeste si Direct-Response Selling (vanzare cu raspuns direct). Vezi At-Home TV Sopping (achizitionare de acasa cu ajutorul TVului). (English - A form of non-store retailing in which customers order merchandise by mail or telephone and the goods are shipped direct to their homes; also referred to as Direct-Response Selling. See At-Home TV Shopping)

Directive Probes - Intrebari puse potentialilor cumparatori pentru a obtine o mai buna intelegere a clientului si a afacerii acestuia. (English - Questions posed to prospective buyers to obtain a better understanding of the customer and the customer's business)

Directories - Liste de nume si de adrese ale indivizilor si ale organizatiilor folosite in vanzare, pentru ca noii directori de cont sa capete o perspectiva si in cercetarea de marketing ca surse de date secundare. (English - Classified lists of names and adresses of individuals and organisations used in selling for prospecting for new accounts and in marketing research as sources of secondary data)

Disaggregated Market - O piata in care trebuie facute produse separate pentru fiecare client, pentru ca fiecare are alte nevoi; se mai numeste si segmentare completa. Vezi Customised Marketing Mix (mix de marketing ajustat); Market Atomisation Strategy (strategie de atomizare a pietei). (English - A market in which separate products must be made for each customer because each has different needs; also referred to as Complete Segmentation. See Customised Marketing Mix; Market Atomisation Strategy)

Discontinuous Innovation - Produse complet noi facute sa ofere functii pentru care nu au mai existat alte optiuni niciodata. (English - Entirely new-to-the world products made to perform a function for which no product has existed previously)

Discount - O reducere a pretului oferita de producator cumparatorului; exista cinci mari tipologii de reduceri: de schimb, in functie de cantitate, pentru bani gheata, sezonere si allowance. Vezi Allowances; Cash Discount; Quantity Discount; Seasonal Discount; Trade Discount. (English - A reduction off the list price offered by a producer to a buyer; five types of discounts are common: trade, quantity, cash, seasonal and allowances. See Allowances; Cash Discount; Quantity Discount; Seasonal Discount; Trade Discount)

Discount House - Un vanzator cu amanuntul specializat in durabile care atrag clientii cu preturi mici; de obicei, casele de discount (discount houses) opereaza pe piete de rang scazut si ofera servicii minime clientilor. (English - A retailer specialising in consumer durables and soft goods, attracting customers with low prices; typically, discount houses operate on low mark-ups and offer a minimum of customer service)

Discount la cantitate - Reducere de pret (rabat) oferita unui client care cumpara un produs in cantitati mari; cu cat cantitatea achizitionata este mai mare, cu atat el are posibilitatea sa negocieze un discount mai mare.

Discounted Cash Flow (DCF) - Metoda de estimare a valorii investitiei curente bazata pe reducerea veniturilor si costurilor proiectate in viitor. Cu cat mai departe in viitor apare un flux monetar, cu atat mai mult ii va fi acordata o reducere. (English - A method of estimating an investment's current value based on the discounting of projected future revenues and costs. The further into the future the flow occurs, the more heavily it will be discounted)

Discretionary Income - Bilantul veniturilor unei persoane disponibile pentru cheltuiala dupa efectuarea platilor pentru necesitatile de baza si pentru datoriile fixe, precum ipoteca, chiria sau ratele. Ezi Disposable Income (venitul disponibil). (English - The balance of a person's income which is available for spending after payment of the basic necessities of life and fixed commitments such as mortgage, rent and rates. See Disposable Income)

Disjunctive Model (of Brand Evaluation) - Model folosit in studiul proceselor de luare a deciziei de cumparare pentru a analiza marcile alternative; ideea conform careia consumatorul, pe cale de achizitie, evalueaza marcile concurente pe baza catorva atribute, ignorand alte trasturi ale produsului. Alte modele ale evaluarii marcii sunt modelul valorii asteptate, modelul marcii ideale, modelul conjunctiv, modelul lexicografic si modelul determinantei. (English - A model used in the study of consumer decision processes to evaluate alternative brands; the idea that consumers, about to make a purchase, evaluate competing brands on the basis

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of one or a few attributes, ignoring their standing on other attributes. Other models of brand evaluation include the expectancy-value model, ideal brand model, conjunctive model, lexicographic model and determinance model)

Display - Spatiu publicitar vandut in functie de centimetrii coloanei sau pe fractiuni de pagina, spre deosebire de mica publicitate, unde spatiul se vinde in functie de numarul de cuvinte sau de randuri. (English - Space advertising sold by column centimetres/inches or fractions of a page, as opposed to classified which is sold by the word or line)

Display advertising - In presa scrisa (nationala), anunt de mare publicitate. Utilizatori principali: marci de tigari, autoturisme, detergenti, produse alimentare, bauturi fine s.a. (in acest caz, imaginea este primordiala, fata de text). V. press advertising. Mesaj publicitar prezentat in presa scrisa (intr-un cotidian, revista comerciala), care ocupa o pagina intreaga, inclusiv marginile obisnuite (da senzatia ca "iese din pagina"). Continut: exclusiv/predominant sub forma de ilustratie (grafica sau foto - realizate artistic), teasing etc, in scopul atragerii atentiei cititorilor.

Display Allowance - Un tip de schimb in promovarea vanzarilor in care cumparatorului sunt oferite avantaje sub forma de reduceri de pret sau sub forma de bunuri pentru a-i incuraja sa expuna marfa cat mai proeminent. Vezi Allowances. (English - A type of trade sales promotion in which buyers are given incentives in the form of price reductions or merchandise to encourage them to display the items purchased prominently. See Allowances)

Disposable Income - Bilantul veniturilor unei persoane dupa plata dtoriilor la stat. Vezi Discretionary Income. (English - The balance of a person's income after payment of tax liability. See Discretionary Income)

Dissociative Groups - Grupuri cu care indivizii nu doresc sa fie asociati; grupuri care daca folosesc produsul vor indeparta alti cumparatori. Vezi Aspirational Groups (grupuri aspirationale). (English - Groups with whom an individual does not wish to be associated; groups whose use of product will deter other buyers. See Aspirational Groups)

Distribuitor - Intermediar, componenta principala a unei retele de distributie, care exercita functia de distributie pentru unu sau mai multi producatori. V. canal de distributie, circuit de distributie.

Distributie comerciala - Proces prin care produsele ajung de la producator la consumator - folosind un circuit de distributie format din unu sau mai multe canale de distributie (produsele devin, astfel, accesibile si disponibile pentru categoriile de consumatori vizate). Deciziile legate de distributie se situeaza printre cele mai complexe si mai dificile hotarari pe care firma trebuie sa le adopte pe parcursul activitatii sale. In conditiile actuale, majoritatea producatorilor apeleaza la diverse categorii de intermediari - angrosisti, detailisti, comisionari, agenti comerciali etc - care au rolul de a mijloci transferul bunurilor de la producator la consumatorul/utilizatorul final.

Distributie controlata - Politica de distributie in care producatorul cauta sa pastreze controlul retelei de distributie. Exemple de metode de distributie controlata: distributia exclusiva, distributia selectiva, parteneriatul.

Distributie exclusiva - Caz extrem al distributiei selective. In acest caz, bunurile sau serviciile sunt disponibile numai in puncte de desfacere speciale. Intr-o zona geografica bine stabilita, un singur distribuitor obtine drept exclusiv de comercializare a unei marci, obligandu-se sa nu vanda marci concurente. Calitatea si serviciile oferite sunt reflectate de pretul de desfacere (ridicat). Produsele de moda, portelanurile fine, computerele si automobilele sunt exemple tipice in acest sens. O forma particulara a distributiei exclusive este franciza.

Distributie fizica - Stocare, transport (de la punctele de provenienta la punctele de consum/de utilizare al produsului), serviciile oferite clientilor si administrarea distributiei, astfel incat sa fie satisfacute cerintele clientilor, la momentul potrivit, cu costuri minime (maximizand profitul).

Distributie intensiva - Strategie de distributie care implica prezenta produsului intr-un numar cat mai mare de puncte de desfacere, in scopul asigurarii unei acoperiri maxime a pietei si satisfacerii depline a cererii. Se practica pentru produsele a caror achizitie se face frecvent, avand o valoare unitara scazuta, usor de prezentat (produse de tutungerie, bauturi, dulciuri s.a.). Inconveniente ale distributiei intensive: este o strategie incompatibila cu protejarea imaginii de marca si cu o pozitionare precisa pe piata, datorita lipsei de control asupra retelei de distributie; atunci cand produsul este distribuit pe scara larga, prin numeroase puncte de vanzare, firma risca sa piarda controlul politicii de comercializare - lipsa de control asupra preturilor de vanzare, nivel scazut sau lipsa serviciilor suplimentare, lipsa colaborarii cu detailistii etc.

Distributie selectiva - Strategie de distributie in care producatorul utilizeaza voluntar un numar mai redus de intermediari fata de numarul de intermediari disponibili, optand pentru limitarea disponibilitatii produsului pe piata. Este un sistem adecvat pentru bunurile care necesita efectuarea de comparatii asupra performantelor si pretului. Selectarea intermediarilor se face in functie de:

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- marime - volumul de afaceri al distribuitorului;- calitatea serviciilor si interesul manifestat pentru comercializarea marcilor intreprinderii;- dotarea tehnica - criteriu important pentru produsele nestandardizate;- competenta, loialitatea, notorietatea si imaginea de care se bucura distribuitorul. Riscul principal al unui sistem de distributie selectiv este acoperirea insuficienta a pietei. Producatorul trebuie sa se asigure ca utilizatorul/consumatorul final poate identifica cu usurinta distribuitorii, altfel ar putea pierde numeroase oportunitati de vanzare.

Distribution - Procesul de aducere a bunurilor de la fabricanti sau furnizori la utilizator. (English - The process of getting the goods from the manufacturer or supplier to the user)

Distribution Centre - Un loc de depozitare pe termen scurt localizat intr-o piata majora pentru a facilita procesarea rapida a comenzilor si a transportarii produselor catre consumator; spre deosebire de depozitele clasice, accentul cade pe mobilitatea produselor, si nu pe depozitarea pe termen lung. (English - A short-term storage centre located close to a major market to facilitate the rapid processing of orders and shipment of goods to customers; unlike a warehouse, the emphasis is on the moving of goods rather than on long-term storage)

Distribution Costs - Costuri asociate cu tinerea inventarului si transportul bunurilor catre consumatori. (English - Costs associated with the holding of inventory and the shipment of goods to customers)

Distribution Intensity - Nivelul de disponibilitate selectat pentru un anumit produs; nivelul ales va depinde de capacitatea de productie, de marimea pietei tinta, de stabilirea pretului, politicile de promovare si de cerere. Vezi Exclusive Distribution (distributia exclusiva); Intensive Distribution (distributia intensiva); Selective Distribution (distributia selectiva). (English - The level of availability selected for a particular product by the marketer; the level of intensity chosen will depend upon factor such as the production capacity, the size of the target market, pricing and promotion policies and the amount of product service required by the end-user. See Exclusive Distribution; Intensive Distribution; Selective Distribution)

Distribution-Based Pricing Strategies - Metoda de stabilire a pretului pronind de la recuperarea costurilor asociate cu transportul bunurilor catre consumatorii aflati la distanta. Vezi Geographic Pricing (stabilirea pretului in functie de pozitionarea geografica). (English - Pricing methods designed to recover or offset the costs associated with the shipment of goods to distant customers. See Geographic Pricing)

District Sales Manager - Un manager de vanzari a carui responsabilitate o reprezinta vanzarile intr-o anumita regiune. (English - A sales manager with responsibility for the sales activities within a particular region or district)

Divergent Acquisition - Diversificarea unei afaceri noi sau care nu are legatura cu domeniul. Vezi Convergent Acquisition (achizitia convergenta); Diversification (diversificarea). (English - Diversification into new or unrelated businesses. See Convergent Acquisition; Diversification)

Diversificare - Strategie de extindere a portofoliului de activitati al firmei (noi tipuri si game de produse) in vederea dezvoltarii si imbunatatirii performantelor - satisfacerea nevoilor unor noi segmente de consumatori.

Diversification - Strategie de crestere in care o oragnizatie dezvolta noi produse pe piete noi in acelasi timp. Vezi Growth Strategies (strategii de dezvoltare); Concentric Diversification (diversificare concentrica); Conglomerate Diversification (diversificare conglomerata); Horizontal Diversification (diversificare orizontala). (English - A growth strategy in which an organisation takes on new products and new markets at the same time. See Growth Strategies; Concentric Diversification; Conglomerate Diversification; Horizontal Diversification)

Divest Strategy - O decizie planificata de a iesi dintr-o afacere sau dintr-o linie de produse; a vinde pana la epuizarea produselor aflate in stoc. (English - A planned decision to get out of a particular business or product line; to sell off)

Divisibility - Masura in care un produs nou poate fi testat in limitele unei scale de achizitii. Vazi Adoption Rate Determinants (determinantii rate de adoptie). (English - The extent to which a new product can be tested in a limited scale purchase. See Adoption Rate Determinants)

Divisional Marketing Manager - Un manager de marketing care este responsabil de activitatile de marketing ale uneia din diviziunile comaniei. (English - A marketing manager with responsibility for the marketing activities of one of the operating divisions of a company)

Divisional Sales Manager - Un manager de vanzari care are responsabilitatea activitatilor de vanzari pe una din diviziile companei. (English - A sales manager with responsibility for the sales activities of one of the operating divisions of a company)

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Dogs - O clasificare a produselor folosita de Matricea de analiza a portofoliului a grupului de consultanta din Boston (Boston Consulting Portfolio Analysis Matrix); dogs sunt produse cu o raspandire relativ scazuta pe o piata aflata intr-o dezvoltare lenta. Vezi Boston Consulting Group Portfolio Analysis Matrix (Matricea de analiza a portofoliului a grupului de consultanta din Boston); Cash Cows; Question Marks; Stars. (English - A product classification used in the Boston Consulting Portfolio Analysis Matrix; dogs are products with a relatively low market share in a slow-growth market. See Boston Consulting Group Portfolio Analysis Matrix; Cash Cows; Question Marks; Stars)

Dollar Volume Quota - Forma uzuala de masurare a performantelor unui agent de vanzari; de exemplu, acestuia i se spune ca pe durata anului care urmeaza trebuie sa faca vanzari de 400.000$. alte forme de vanzari cota-parte sun cele de volum, cele de limite de cantitate, de profit net si de activitate. Vezi Quota. (English - A common form of sales assignment, goal or target used to measure a salesperson's performance; for example, the salesperson may be told that his or her sales must total $400,000 during the coming year. Other common forms of sales quotas are unit volume quotas, gross margin quotas, net profit quotas and activity quotas. See Sales Quota)

Dominant Design - Configuratie de productie care dureaza; o combinatie particulara a trasaturilor produsului care pare sa satisfaca piata si care supravietuieste fara schimbari majore, pentru un timp. (English - A product configuration which endures; a particular combination of product features which appears to satisfy the market and survives, without major change, for some time)

Door-opener - Un produs sau o specialitate de promovare care este oferita de catre un agent de vanzari consumatorilor pentru a-i face sa asculte un pitch de vanzari. (English - A product or advertising specialty given by a sales person to consumers to induce them to listen to a sales pitch)

Door-to-Door Selling - Vanzarea directa in care un agent de vanzari merge acasa la potentialii cumparatori fara a stabili o intalnire in prealabil. (English - Direct selling in which a salesperson calls on prospective buyers at their homes without appointments)

Down-Market Consumers - Clienti care in mod normal cauta si achizitioneaza mai degraba produse cu preturi mici decat produse scumpe. (English - Consumers who habitually look for, and purchase, low-priced rather than more expensive products. See Up-Market Consumers)

Downside Elasticity - Termen folosit cu referire la sensibilitatea consumatorilor cu privie la scaderea pretului unui anumit produs; elesticitatea in descrestere reprezinta cresterea semnificativa a cererii pentru un anumit produs si scaderea pretului acestuia. Vezi Downside Inelasticity (inelasticitate in descrestere); Upside Elasticity (elasticitate crescatoare), Upside Inelasticity (inelasticitate in crestere). (English - A term used in reference to the sensitivity of consumers to a decrease in the price of a particular product; downside elasticity means that the demand for the product increases significantly as the price falls.)

Downside Inelasticity - Termen folosit cu referire la sensibilitatea consumatorilor cu privire la cresterea nesemnificativa a unui produs; inelasticitatea in descrestere reprezinta o crestere nesemnificativa a cererii unui produs si scaderea pretului acestuia. Vezi Downside Elasticity (elasticitate in descrestere); Upside Elasticity (elaticitatea in crestere); Upside Inelasticity (inelasticitate in crestere). (English - A term used in reference to the sensitivity of consumers to a decrease in the price of a particular product; downside inelasticity means that there is no significant increase in demand as the price falls.)

Downward Stretching - Introducerea unui produs intr-o linie de produse la cel mai mic pret al pietei. Vezi Product Line Stretching (intinderea in functie de linia de produse); Upward Stretching (intinderea progresiva); Two-Way Stretching (intinderea in doua directii). (English - Introducing a new product into a product line at the lower priced end of the market. See Product Line Stretching; Upward Stretching; Two-Way Stretching)

DPS - O reclama tiparita pe 2 pagini intr-un ziar sau revista. (English - Double-page spread. An advertisement printed on two facing pages in a newspaper or magazine)

Dramatisation of Presentation - Vitalitatea oferita unei prezentari sau unei demonstratii de catre un agent de vanzari in fata cumparatorului; prezentarea poate fi dramatizata folosind suporturi audiovzuale sau prin implicarea cumparatorului in operatiile facute de produs etc. (English - The vitality given to a presentation or demonstration of a product by a salesperson to a buyer; presentations can be dramatised by using audiovisual aids, involving the buyer in the operation of the product, etc.)

Drip Advertising - Cheltuieli limitate pentru advertising dupa o perioada relativ lunga de timp. Vezi Burst Adveritising Expenditure (cheltuieli bruste de advertising). (English - Limited expenditure on advertising over a relatively long period of time. See Burst Advertising Expenditure)

Drip Campaign - Activitate de advertising derulata continuu la un nivel relativ scazut pentru aminti constant mesajul publicului tinta. Acest termen este opusul lui “burst campaign”(vezi: Burst Campaign, Continuity, Flight, Laydown, Pulsing, Strike Rate). (English - Advertising activity run continuously at a relatively low level to provide regular reminders to the target audience. Opposite of a ‘burst campaign’ (see Burst Campaign, Continuity, Flight, Laydown, Pulsing, Strike Rate))

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Drive - O motivatie suficient de puternica pentru a face o persoana sa caute satisfactia. Vezi Learning Process (procesul de invatare). (English - A motivating force or need sufficiently strong to impel a person to seek its satisfaction. See Learning Process)

Drive-Time - Calupurile publicitare de dimineata si seara care se dau la radio, numite asa pentru ca sunt in perioada in care oamenii se duc/intorc la/de la serviciu. Modelele de ascultare a radioului tind sa fie complementare celor TV, cu audiente mai mari in timpul diminetii decat in timpul serii. (English - The morning and evening slots on commercial radio, so called because they cover the times during which people are driving to and from work. Radio listening patterns tend to complement TV viewing patterns, with highest audiences during morning drive-time and lower ones during evening drive-time)

Driver (Social Style) - Unul dintre cele patru stiluri sociale (impreuna cu amabil, analitic, expresiv) folosite pentru a clasifica agentii de vanzari si cumparatorii lor; conducatorii (drivers) sunt caracterizati de asertivitate ridicata si rata de raspuns scazuta. Vezi See Social Style (stil social); Amiable (amabil); Analytical (analitic); Expressive (expersiv). (English - One of the four social styles (with Amiable, Analytical and Expressive) commonly used to classify salespeople and their customers; Drivers are characterised by high assertiveness and low responsiveness. See Social Style; Amiable; Analytical; Expressive)

Drop Error - O eroare comisa de o companie care decide sa renunte la o idee de produs nou care, reevaluata ulterior, ar fi fost una de succes daca ar fi fost dezvoltata. Vezi Go Error; New Product Development (dezvoltarea noilor produse). (English - A mistake made by a company in deciding to abandon a new product idea that, in hindsight, might have been successful if developed. See Go Error; New Product Development)

Drop Shipper - Un intermediar de marketing cae primeste comenzi de la un client, transmitandu-le mai departe producatorului care le livreaza direct la consumator; drop shipper inregistreaza comanda de produse, dar nu are contact niciodata cu acestea. Se mai numeste si Desk Jobber (lucrator la birou). (English - A marketing intermediary who receives orders from customers and forwards them to a producer for shipment direct to the customer; the drop shipper takes title to the goods but never actually handles them. Also called a Desk Jobber)

Drop-In Product - Un produs care este aproape identic cu cel al concurentei, incat poate fi prelucrat de echipamentul concurentei fara a schimba setarile si fara a deteriora calitatea. (English - A product that is so nearly identical to that of a competitor that it can be "dropped in" to the competitor's equipment or machinery without the need to alter settings and without affecting performance)

DRTV - O reclama care cere un mod de raspuns, de obicei prin telefon. (English - Direct response TV. A commercial which carries a call to respond, usually by telephone)

Drummers - Termen din secolul al XIX-lea de origine americana, folosit pentru a denumi un agent de vanzari care calatoreste (negustor). (English - A nineteenth century term of American origin for a travelling salesperson)

Dual Distribution - Un sistem de marketing al organizatiei in care producatorul foloseste doua metode simultan pentru a ajunge la consumatorul final; cel mai adesea, o metoda este folosirea intermediarilor, iar cea de-a doua vanzarea directa la utilizatorii finali. (English - A system of marketing channel organisation in which a manufacturer uses two approaches simultaneously to get products to end-users; commonly, one approach is to use marketing intermediaries, while the other is to sell direct to end-users)

Dummy - Model nou de produs sau un articol promotional introdus pe piata pentru a testa reactiile clientilor potentiali (in ceea ce priveste caracteristicile, designul, forma, ambalajul, dimensiunile, culorile etc, noului produs). Reprezentare simplificata a unei noi publicatii de presa.Macheta publicitara.

Dummy Media Vehicle - O copie a unui canal mediatic (reviste etc) folosita pentru a testa eficienta publicitatii pe un grup reprezentativ din piata-tinta. (English - A mock-up of a media vehicle (magazine, etc) used to test advertising effectiveness with a representative group of the target market)

Dummy pack - In merchandising, ambalaj gol avand dimensiuni mari, copie fidela a unui produs, destinat expunerii in vitrinele magazinelor in care este comercializat produsul (semnaleaza prezenta si face reclama marcii). V. publicitate la locul de vanzare – PLV.

Dumping - Practica anticoncurentiala ilegala aplicata de o societate comerciala pentru a patrunde pe o piata externa. Se caracterizeaza, in principal, prin practicarea unui pret de vanzare mai scazut pe piata externa decat pe piata interna (sub costurile de productie) - fapt greu de dovedit, intrucat fluctuatiile cursului de schimb valutar si utilizarea metodelor de transfer fiscal fac dificile comparatiile intre preturile de export si preturile interne.

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Duplication - Numarul de oameni care vad o reclama de mai multe ori intr-un singur mijloc media sau intr-o combinatie de media; poate fi exprimat sub forma unui procent. (English - The number of people who see an advertisement more than once in a single media vehicle or in a combination of vehicles. Can also be expressed as a percentage)

Duration - Calculata in viteza de circulatie a datelor in mediul urban, durata in care un afis/poster/print layout este vizibil de la momentul primului contact. Atunci cand aceasta durata este combinata cu valorile de vizibilitate se poate estima un impact total. (English - Calculated from urban traffic speed data, duration is the amount of time that a poster panel of a given size can, from its moment of visibility, stay within the audience’s vision. When combined with visibility values, an overall measure of impact can be estimated)

Dwell Time - Timpul in care un receptor poate reflecta asupra mesajului publicitar. (English - The period of time a reader, viewer or listener has to reflect upon an advertisement)

E

EAN 13 - Codificarea europeana a articolelelor, formata dintr-un cod cu 13 pozitii - cea mai raspandita metoda, gestionata (pentru majoritatea statelor) de European Association of Numbering. Sistemului EAN 13 are urmatoarea prezentare standard: un indicativ national (o cifra), codul national unificat al furnizorului sau distribuitorului (cinci cifre), codul interfata produs (CIP) - codul articolului, atribuit de producator (sase cifre) si o cheie de control (o cifra). Consacrarea acestui sistem (de la mijlocul anilor '80) in sectorul distributiei permite optimizarea in timp real a luarii deciziilor de marketing privind comercializarea marfurilor (prin reunirea tuturor informatiilor privitoare la produs in acelasi punct).

Early Adopters - Grupul dintr-o piata reprezentat de inovatori, care adopta noile produse cu mare viteza. Vezi Diffusion of Innovation (difuzia inovatiei); Early Majority (majoritatea timpurie); Innovators (inovatorii); Laggards (codasii); Late Majority (majoritatea tarzie). (English - The group in a market second only to innovators in the speed with which they adopt a new product. See Diffusion of Innovation; Early Majority; Innovators; Laggards; Late Majority)

Early Majority - Grupul dintr-o piata care delibereaza mai complex decat inovatorii si adoptantii timpurii in privinta achizitiilor, dar care sunt mai putin conservatori decat majoritaea tarzie si codasii. Vezi Diffusion of Innovation (difuzia inovatiei); Early Adopters (adoptantii timpurii); Innovators (inovatorii); Laggards (codasii); Late Majority (majoritatea tarzie). (English - The group in a market who are more deliberate than the innovators and the early adopters in making purchase decisions, but less conservative than the late majority and laggards. See Diffusion of Innovation; Early Adopters; Innovators; Laggards; Late Majority)

Ears/Earpiece - O reclama micuta in apropirea locului unde este prezentata echipa editoriala, redactia, etc. (English - The tiny display advertisement spaces either side of a newspaper masthead)

Eccentricity - In legatura cu un poster – unghiul de vizualizare obisnuit al receptorului. (English - A poster term defining degree of angle from viewers’ natural line of sight)

Economic Environment - Factori economici, precum inflatia, somajul, ratele de dobanda etc, care influenteaza deciziile de achizitie ale consumatorilor si organizatiilor. (English - Factors in the economy, such as inflation, unemployment, interest rates, etc., that influence the buying decisions of consumers and organizations)

Economic Forecast - O predictie a impactului probabil asupra mediului de afaceri a unor factori precum inflatia, ratele de dobanda, somajul, deciziile guvernamentale, chelutelile consumatorilor etc. (English - A prediction of the likely impact on the business environment of factors such as inflation, interest rates, unemployment, government and consumer spending, etc.)

Economic Order Quantity - Cantitatea optima din fiecare produs care trebuie comandata pentru a echilibra costurile de proprietate a inventarului si cele de procesare a comenzii; costurile de proprietate cresc odata cu cresterea inventarului, in timp ce costurile de procesare scad. (English - The optimum quantity of each product that must be ordered to balance the inventory holding costs against the order processing costs; holding costs increase with more inventory, while order processing costs decrease)

Economic Utility - Abilitatea unui bun sau serviciu de a satisface nevoile si dorintele unui consumator; cele cinci tipuri de utilitate sunt utilitatea de forma, utilitatea de timp, utilitatea de spatiu, utilitatea informationala si utilitatea posesiei. (English - The ability of a good or service to satisfy a customer's needs or wants; the five kinds of economic utility are form utility, time utility, place utility, information utility and possession utility)

Economie de scara - Principiu economic, potrivit caruia costul mediu (unitar) al unui produs scade pe masura cresterii numarului de unitati fabricate/vandute - rezultat al unei mai judicioase repartizari a costurilor fixe si a avantajelor productiei de serie.

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Economies of Scale - Reducerile de pret pentru unitatea de produs care apar odata cu cresterea cantitatii productiei sau a schimburilor creste. (English - Reductions in the price per unit of marketing or manufacturing a product as the quantity marketed or produced increases)

Effective Frequency - O teorie recunoscuta asupra efectului publicitatii asupra consumatorului care trebuie sa vada mesajul de mai multe ori inainte de a actiona. Majoritatea advertiser-ilor doresc sa optimizeze numarul net al vizualizarilor mesajului publicitar dincolo de nivelul minim de expuneri sau OTS – ex.: 2+ sau 3+; care se crede a fi “effective reach”. Unii advertiser-i au inceput sa dezvolte “frequency corridor” ca obiectiv, prin care maximizeaza atingerea publicului tinta prin limitele unei frecvente eficace, ex.: 2-5 OTS. Effective Frequency poate fi descris ca un nivel ideal de expunere a publicului, specificat in brief-ul media sau recomandat de media planner in speranta ca va fi complementar obiectivelor de comunicare. Cea mai noua provocare pentru programarea effective frequency este recency planning(vezi: Effective Reach, Recency Planning). (English - An established theory about the effect of advertising which claims that consumers need to see an advertisement several times before it prompts action. Most advertisers aim to maximise the net reach they achieve beyond a certain minimum level of exposures or OTS, eg. 2+ or 3+ reach. This, it is believed, constitutes ‘effective reach’. Some advertisers go on to develop a ‘frequency corridor’ objective, whereby they maximise reach with an effective frequency range, eg. 2-5 OTS. Effective frequency can thus be described as the optimum level or range of audience exposure specified in a media brief or recommended by the media planner in the belief that it will complement communication objectives. A newer challenger to effective frequency scheduling is recency planning (see Effective Reach, Recency Planning))

Elaboration Probes - Intrebari puse de agentii de vanzari cand sunt incuajati pozitiv sa ofere informatii aditionale despre nevoile lor. (English - Questions posed by salespeople when positively encouraging prospects to provide additional information about their needs)

Elasticitate - Capacitate a unei marimi de a se schimba cu usurinta. Raport care exprima o relatie intre variatia relativa a doua marimi economice (spre exemplu, cererea sau oferta de produse si pretul de vanzare, cheltuielile de consum si nivelul veniturilor). Se exprima, de obicei, sub forma de procent (sau coeficient); o elasticitate a cererii in functie de pret de e % semnifica faptul ca la o variatie a pretului de 1% (sau cu o unitate), cererea se modifica cu e % (cu e unitati).

Elasticitate incrucisata a cererii - Calcul care permite evidentierea amplorii si sensului variatiei relative a cererii unui produs A in raport cu variatia relativa a pretului altui produs B:Q1A: cererea (exprimata prin cantitatea Q) in perioada 1 ptr. produsul A;Q0A: cererea in perioada 0 pentru produsul A;P1B: pretul in perioada 1 pentru produsul B;P0B: pretul in perioada 0 pentru produsul B.Daca valoarea coeficientului este pozitiva, produsele sunt substituibile (se pot inlocui, intrucat satisfac aceeasi nevoie), iar daca este negativa, produsele sunt complementare (se afla in relatie de asociere). Daca este nula, produsele sunt independente.

Elasticity of Demand - O masura a gradului in care orice schimbare de pret a produsului va afecta cererea lui. Vezi Inelasticity Demand (cererea neflexibila). (English - A measure of the degree to which any change in the price of a product will affect the demand for it. See Inelasticity of Demand)

Electronic advertising - Forma de publicitate care utilizeaza drept suport medii electronice: radio, televiziune (inclusiv teletext), cinema, videotex, sisteme paging, Internet (site-uri web, baze de date, e-mail - V. marketing pe Internet), retele telefonice (fax, telex) s.a. Prezinta avantajul ca sunt interactive (unele), ori sunt prezente in dotarea majoritatii locuintelor (radio, TV, telefon). Include, de asemenea, mijloacele care actioneaza si se pot modifica prin impulsuri electrice: - firme, panouri interschimbabile;- casete, sigle, litere luminoase;- efecte de lumini, roboscanere, becuri halogen etc.; - instalatii de sunet, mixere etc.

Electronic Funds Transfer at Point of Sale - Sistem folosit in mod curent in vanzarea cu amanuntul in care consumatorul plateste pentru achizitiile efectuate printr-un transfer electronic de bani din contul personal in contul magazinului. (English - A system commonly used in retailing in which a consumer pays for purchases by means of an electronic transfer of funds from his or her bank account to that of the store)

Electronic Point of Sale (EPOS) System - Un sistem in care conturile electronice sunt folosite penrtu a efectua tranzactiile intr-un debuseu cu vanzare cu amanuntul. Sistemele locale EPOS sunt conectate de obicei la un sistem computerizat, astfel incat datele de inventar pot fi tranferate intre magazin si biroul central, permitand automatizarea contabilitatii si reaprovizionarii. (English - A system whereby electronic tills are used to process customer transactions in a retail outlet. Local EPOS systems are usually

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connected to a central computer system, so that financial and inventory-related data can be exchanged between the store and head office, allowing automatic accounting and replenishment)

Electronic Retailing - Utilizarea de catre consumatori a terminalelor computerizate in chioscuri plasate convenabil, pentru a cere informatii despre produse si apoi pentru a le comanda, utilizand carti de credit. (English - The use by customers of computer terminals in conveniently located shopping kiosks to call up product information and then to place orders using credit cards)

Embargo - Restrictie totala a unui bun de a parasi sau de a intra intr-o tara anume; orice restrictie pusa pentru publicarea informatiei, promovarii etc, pana la o data stabilita. (English - A total restriction on a particular good leaving or entering a county; any restriction imposed in the release of information, advertising, etc before a given date)

Embedding - Forma de advertising subliminal; ascunderea inaginii a diverselor produse sau a reclamelor, pentru a face apel la subconstientul potentialilor consumatori. Vezi Subliminal Advertising (advertising subliminal). (English - A form of subliminal advertising; the concealing of imagery in various products and advertisements to appeal to the subconscious drives of potential customers. See Subliminal Advertising)

Emergency Goods - O categorie de bunuri care consta in produse achizitionate rapid pentru diverse necesitati. Vezi Consumer Goods (bunuri de consum); Convenience Goods (bunuri de convenienta). (English - A category of consumer goods consisting of items purchased quickly in necessity. See Consumer Goods; Convenience Goods)

Emotional Appeals in Advertising - Mesaj publicitar, bazat mai mult pe imagine decat pe informatie, care incearca sa-si atinga obiectivele prin evocarea unor emotii si sentimente puternice (teama, furie, pasiune etc) mai degraba decat prin apel rational. Vezi Rational Appeals in Advertising (apelul rational in advertising). (English - Advertising messages, usually based on imagery rather than information, which attempt to achieve the advertiser's objectives by evoking strong emotions or feelings (fear, anger, passion, etc) rather than by a rational appeal. See Rational Appeals in Advertising)

Emotional Close - Metoda de inchidere a tranzactiei in care agentul de vanzari incearca sa obtina un raspuns favorbil din partea cumparatorului apeland la teama, mandrie sau alte emotii asemanatoare. Vezi Close (inchidere). (English - A closing technique in which the salesperson attempts to get a favourable response from a buyer by appealing to his or her fear, pride or similar emotion. See Close)

Emotional Risk - Teama sau nesiguranta care poate fi resimtita de un posbil cumparator dupa achizitie; se mai numeste si risc psihologic (Psychological Risk). Vezi Risk (risc). (English - The concern or uncertainty felt by a prospective buyer that he or she will feel bad about the purchase afterwards; also called Psychological Risk. See Risk)

Emotional Selling Preposition (ESP) - Asociatia unica stabilita de consumatori cu anumite produse. De exemplu, raspunsul emotional la o anumita marca de masina asigura succesul ei de durata, desi alte marci pot oferi performante mai bune la acelasi pret. (English - The unique associations established by consumers with particular products. For example, the emotional response to certain car marques ensures their continual success, even though other makers may offer superior performance at the same price)

Empathy - Abilitatea unui individ de a-si proiecta propria personalitate intr-o anumita situatie si a o putea intelege; o calitate dezirabila la agentii de vanzari care trebuie sa fie in stare sa vada produsul prin ochii consumatorului. (English - The ability of an individual to project his or her own personality into a situation and understand it; a quality deemed desirable in salespeople who must be able to see the product from the buyer's point of view)

Employee Poaching - Actiunea de a atrage angajatii cheie de la o firma competitoare la alta. (English - The act of enticing key employees from one competing firm to another)

Employee Publics - Parte a publicului unei companii care consta in angajatii sai. Vezi Publics (publicuri).(English - The part of a company's public consisting of its employees. See Publics)

Empty Nesters - Cei aflati intr-un stadiu al ciclului de viata in care toti copii au crescut si au parasit caminul; in mod tipic, empty nesters (cuibul gol) se afla in varful potentialului lor de castig si reprezinta o piata excelenta pentru calatorii, petrecerea timpului liber si bunurile sportive, bunurile de renovare a casei. Vezi Family Life Cycle (ciclul de viata familial). (English - Those in the stage of the family life cycle where the children have all grown up and left home; typically, empty nesters are at the peak of their earning potential, and are an excellent market for travel, leisure and sporting goods, and home improvement merchandise. See Family Life Cycle)

Encirclement Attack - Strategie de competitie adoptata de un rival puternic pentru a ataca liderul; pretendentul la segmentul de piata porneste un atac pe mai multe fronturi deodata in incercarea de a distruge stabilitatea liderului pe piata. (English - A competitive strategy used by a strong challenger to attack the market leader; the market challenger launches an attack on several fronts at once in an attempt to break the leader's grip on the market)

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Encoding - Translatia unui mesaj intr-un anume cod pentru a putea fi tranferata printr-un canal unui destinatar. Vezi Communication Process (procesul de comunicare); Decoding (decodarea). (English - The translation of a message into code by a sender so that it can be relayed through a medium to a receiver. See Communication Process; Decoding)

Encouragement Probes - Intrebare pusa de un agent de vanzari pentru a obtine mai multe informatii despre posibilul cumparator. (English - Question posed by salespeople to get additional information from a prospective buyer)

End-user - Persoana care foloseste de fapt produsul, chiar daca ea este sau nu cel care a achizitionat produsul. (English - The person who actually uses a product, whether or not they are the one who purchased the product)

Endless Chain Method - Metoda de previziune in care agentul de vanzari pune intrebari fiecarui clinet sunat pentru a sugera numele altor cumparatori ai aceluiasi produs. Vezi Prospecting (previziune). (English - A prospecting method in which a salesperson asks each customer called upon to suggest the names of other likely purchasers of the same product. See Prospecting)

Endorsements - Recomandari de achizie a produsului facute in reclame de personalitati publice sau de experti. (English - Recommendations to purchase a particular brand of product made in advertisements by well-known personalities or experts)

Enterprise Competitors - Firme similare care se intrec pentru a atrage atentia consumatorilor. Vezi Competitors (concurenti). (English - Firms of similar type vying for a consumer's business. See Competitors)

Entertainment Marketing - Promovarea unui produs prin inserarea lui in scene de film; endorsement prin celebritatile industriei de divertisment. Vezi Movie Tie-ins (insertii filmice); Endorsement. (English - Promotion of a product by means of movie tie-ins, endorsement by entertainment industry celebrities, or similar. See Movie Tie-ins; Endorsement)

Envelopes and Stubby Pencil - O metoda greoaie de calculare a marimii unei piete pentru un anumit produs, plecand de la marimea unei piete de peste hotare. (English - A rough method of calculating the size of the market for a given product, based on the known size of an overseas market)

Environment - In mod normal se refera la mediul editorial – caracterul sau stilul editorial al unei publicatii sau descrierea generala a programelor unei televiziuni/radio. (English - Normally refers to editorial environment - the character or editorial style of the publication or the surrounding programmes for broadcast media)

Environmental Forecasting - Incercarea de a prezice natura si intensitatea fortelor de micromediu si de macromediu care pot sa afecteze luarea deziilor unei firme si care pot avea un impact asupra performantelor sale pe o anumita perioada. (English - Attempting to predict the nature and intensity of the microenvironmental and macroenvironmental forces that are likely to affect a firm's decision making and have an impact upon its performance in a given period)

Environmental Scanning - Procesele de examinare a factorilor interni si externi care influenteaza operatiunile unei firme si luarile de decizie cu scopul de a identifica oportunitatile si amenintarile de pe piata. (English - The process of examining the internal and external factors which influence the firm's operations and decision making in order to identify market opportunities and threats)

Equipment-Based Services - Servicii in care echipamentul joaca un rol important in distributie; de exemplu echpamentele tehnice de informare joaca un rol important in livrarea serviciilor bancare. Vezi People-Based Services (serviciile bazate pe resurse umane). (English - Services in which machinery or equipment plays a significant role in delivering; for example, automatic telling machines play a significant role in the delivery of banking services. See People-Based Services)

Error Rate - Procesul de erori (obiecte gresite, cantitati gresite, adrese gresite etc) facute in transportul marfurilor catre clienti. (English - The percentage of errors (wrong items, wrong quantity, wrong address, etc.) made in shipping merchandise to customers)

Esantion - Grup de subiecti, parte din populatia totala a unei colectivitati, care face obiect al unei cercetari prin sondaj si ale caror puncte de vedere sunt reprezentative pentru intreaga colectivitate (scopul unei anchete prin sondaj este ca, pornind de la un esantion restrans, sa ofere rezultate care sa poata fi generalizate pentru intreaga populatie investigata). Gradul de precizie a cercetarii depinde de talia esantionului - rezultatele sunt cu atat mai exacte cu cat esantionul luat in studiu este mai mare (conform legii numerelor mari). In testele statistice, un sondaj efectuat pe un numar de 1.000-2000 de persoane este considerat, de regula, elocvent in privinta reprezentativitatii - va furniza tot atatea informatii semnificative ca si un esantion de 10 sau de 100 ori mai mare. In general, un prag de probabilitate de 95% este considerat acceptabil pentru o buna precizie a cercetarii. Construirea esantionului se poate face: - prin metode probabiliste (aleatoare) - spre exemplu, prin tragere la sorti dintr-o lista, sau cu un anumit pas de numarare;- prin metode non-probabiliste: metoda cotelor – in acest caz, caracteristicile populatiei studiate sunt prestabilite potrivit unor

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criterii de varsta, sex, clasa sociala, ocupatie, venit etc, care coincid cu structura populatiei-mama (de referinta); metoda itinerariului (engl. - random route) s.a. V. interval de incredere, (grad de) precizie a cercetarii, reprezentativitate (a unui esantion).

Eticheta - Ansamblu de mentiuni, cu caracter obligatoriu sau neobligatoriu, element de identificare, informare, atentionare, clasificare si promovare comerciala a unui produs/marci. Poate fi tiparita direct pe ambalaj, lipita (autoadeziv) sau atasata produsului; trebuie sa cuprinda, in functie de destinatie: numele producatorului, data si locul fabricatiei, compozitia si caracteristicile produsului, indicii privind cantitatea, calitatea, modul de pastrare si de folosire a produsului, termenul de valabilitate, pretul de comercializare, oferte promotionale etc. O eticheta profesionala inglobeaza si desene, ilustratii, simboluri etc, aplicate pe ambalaj. Se schimba frecvent, intrucat se demodeaza, iar publicul este sensibil la felul in care se prezinta produsul; adesea, sunt falsificate. O inscriptie sau un indemn distinctiv atribuit de o organizatie profesionala sau o asociatie de comercianti unui produs, pentru a garanta calitatea si conformitatea acestuia cu normele de fabricatie, poarta numele de eticheta/certificat de calitate (engl. - seal of quality).

European Economic Community - Un grup de natiuni europene unite intr-un bloc de schimb, care limiteaza barierele de schimb printre membrii ei si care aplica aceleasi tarife produselor din statele ne-membre. (English - A group of European nations acting as a trading block, limiting trade barriers among members and applying common tariffs to products from non-members)

Evaluative Criteria - Trasaturi ale unui furnizor sau ale unui produs luate in considerare cand un cumparator alege intre mai multe alternative; criteriul de evaluare poate fi obiectiv sau subiectiv. (English - Features of a supplier, product, etc. considered by a buyer when choosing between alternatives; evaluative criteria may be objective or subjective)

Evaluative Probes - Intrebari puse de un agent de vanzari care incearca sa inteleaga sentimentele unui posibil client in legatura cu un subiect. (English - Questions posed by salespeople to help their understanding of a prospective customer's feelings on a subject)

Evenimente speciale - Activitate de relatii publice, operatiune promotionala cu caracter de eveniment special (festiv) - asociata, de obicei, firmei/marcii -, bine mediatizata si care implica participarea unui public larg. Exemplu: zile ale marcii, festivaluri ale berii, intreceri sportive cu premii (de cros, ciclism, auto), organizarea de spectacole, concerte live, prezentarea unei lucrari cu autor etc. Crearea unui eveniment poate avea ca pretext aniversarea firmei, o fuziune sau o asociere, demararea unei noi activitati, lansarea unei marci noi etc. In acest caz, este vorba despre o manifestare de prestigiu, la care participarea va fi selectiva, intr-o ambianta de prestigiu.Campanie publicitara insolita organizata in scopul sustinerii unui eveniment special in viata firmei. V. Teasing.

Evidentierea ofertei - In cadrul unei operatiuni de merchandising sau de PLV, actiune promotionala constand in plasarea unui produs intr-o pozitie privilegiata, o anumita perioada de timp - de regula, un produs nou, obiect al unei demonstratii sau actiuni de sampling intr-un raion sau magazin.

Evoked Set - Brand-uri de care este constient un cumparator si despre care gandeste pozitiv atunci cand are de gand sa faca o achizitie; se mai numeste Consideration Set (set de luat in considerare). Vezi Inept Set (set nul); Inert Set (set inert). (English - Brands that a buyer is aware of, and thinks well of, when considering a purchase ; also called the Consideration Set. See Inept Set; Inert Set)

Exchange - Transferul unui obiect, al unei idei sau al unui serviciu de la o persoana/organizatie la alta in schimbul unui bun. Vezi Centralised Exchange Processes (proces de schimb centralizat); Decentralised Exchange Processes (proces de schimb decentralizat). (English - The transfer of an object, idea, service, etc. from one person or organisation to another in return for something desired. See Centralised Exchange Processes; Decentralised Exchange Processes)

Exclusive Agreements - Aranjamente intre producatori si persoanele de legatura in care sunt garantate drepturile de baza pentru distributia unui produs pe un anumit teritoriu. (English - Agreements between manufacturers and middlemen in which the latter are granted sole rights to distribute a product within a defined territory)

Exclusive Assortment - Strategie de clasare in care un distribuitor decide sa vanda linia de produse a unui singur producator. Vezi Assortment Strategies (strategii de clasare); Broad Assortment (clasarea generala); Deep Assortment (clasarea amanuntita); Scrambled Assortment (clasarea amestecata). (English - An assortment strategy in which a reseller decides to carry the product line of only one manufacturer. See Assortment Strategies; Broad Assortment; Deep Assortment; Scrambled Assortment)

Exclusive Dealing Agreement - Aranjament prin care un producator interzice unui intermediar sa opereze si cu produsele concurentei. (English - An arrangement in which a manufacturer prohibits a marketing intermediary from carrying competitors' products)

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Exclusive Distribution - Restrangerea disponibilitatii unui produs la un singur debuseu. Vezi Distribution Intensity (intensitatea distributiei); Intensive Distribution (distributia intensiva); Selective Distribution (distributia selectiva). (English - Restricting the availability of a product to one particular outlet. See Distribution Intensity; Intensive Distribution; Selective Distribution)

Exclusive Readers - Cititori care cumpara o singura revista. (English - Readers who read one magazine but not another)

Exclusive Sales Territory - Regiune in care unui distribuitor i s-a dat dreptul de a vinde produsele unui producator. (English - A region in which a distributor has been given sole rights to a manufacturer's product)

Expectancy-Value Model (of Brand Evaluation) - Model folosit in studiul proceselor de luare a deciziei de cumparare in contextul existentei mai multor brand-uri alternative. In acest model sunt catarite atributele brand ului; convingerile clinetului despre fiecare atributele fiecarui brand sunt multiplicate cu respectivele marimi pentru a afla ratele de preferinta a alternativelor. Alte modele de evaluare a brand ului sunt: modelul brnad ului ideal, modelul conjunctiv, modelul disjunctiv, modelul lexicografic si modelul determinantei. (English - A model used in the study of consumer decision processes to evaluate alternative brands. In this model, brand attributes are weighted; a consumer's beliefs about each brand's attributes are multiplied by the respective weights to produce a preference ranking of the alternatives. Other models of brand evaluation include the ideal brand model, the conjunctive model, the disjunctive model, the lexicographic model and the determinance model)

Expense Account - O suma de bani data unui agent de vanzari pentru mancare, calatorii, cazare, divertismentul clientilor sau pentru alte cheltuieli considerate necesare pentru a efectua vanzarile. (English - A budgeted amount of money advanced to a salesperson for food, travel, accommodation, entertainment of clients, and other items of expenditure considered necessary to make sales)

Expense Quota - Suma bugetata pentru un agent de vanzari pentru cheltuielile asociate cu realizarea vanzarilor in teritoriu; folosit ca masura de control a costului de catre managerii de vanzari. (English - The amount budgeted for a salesperson for expenses associated with making sales in a territory; used as a cost control measure by sales managers)

Experience Curve - Relatia complice dintre cantitatea de produse fabricate si costul per unitate in evolutia ei in timp. Cu cat sunt produse mai multe unitati, costul per unitate de obicei scade, efect atribuit partial acumularii de experienta. (English - The plotted relationship between the amount of products produced and the cost per unit over time from launch. As more units are produced, the cost per unit usually declines, an effect that is partially attributable to the accumulation of experience)

Experience Curve Pricing - Stabilirea pretului unui produs la un nivel sub medie pe baza ideii ca experienta de productie va creste odata cu scaderea costurilor de productie. (English - The pricing of a product at a lower than average-cost level on the basis that costs will decrease as production experience increases)

Experimental Research Method - Abordare sistematica si stiintifica a cerectarii de marketing in care sunt manipulate un numar de variabile si in care sunt masurate schimbarile altor variabile. (English - A systematic and scientific approach to marketing research in which the research manipulates one or a number of variables and measures any change in other variables)

Experimental Variables - Variabilele cu care lucreaza un cercetator in realizarea unui experiment; se mai numesc si variabile explicative (Explanatory Variables). Vezi Dependent Variables (variabile dependente). (English - The variables a researcher manipulates in conducting an experiment; also called Explanatory Variables. See Dependent Variables)

Exploratory Research - Cercetare de birou care este sacrificata in favoarea cercetarii primare intr-un studiu, incluzand cautarea informala de materiale in mediul intern, extern si in surse secundare, interviuri si discutii cu surse informate etc. Vezi Marketing Research (cercetare de marketing); Primary Research (cercetare primara); Secondary Research (cercetare secundara). (English - Desk research undertaken before primary research is commenced in a marketing research study, including an informal search for material from internal, external and secondary sources, interviews and discussions with informed sources, etc. See Marketing Research; Primary Research; Secondary Research)

Exponential Smoothing - Tehnica cantitativa pentru previziunea vanzarilor care foloseste date istorice cantarite pentru a favoriza informatia mai recenta. (English - A quantitative technique for sales forecasting using historical data weighted to favour the most recent information)

Export Marketing - Marketing pentru produsele de export. (English - The marketing of goods or services to overseas customers)

Export-Import Agent - Intermediar de marketing independent care face legatura intre cumparatori si vanzatori din diferite tari si care primeste comision in functie de vanzari. (English - An independent marketing intermediary bringing together buyers and sellers from different countries and taking a commission on sales)

Expozitie comerciala - Manifestare comerciala specializata, organizata periodic, care reuneste – in acelasi loc, un timp scurt – un numar de expozanti de produse si servicii dintr-un sector. Avantaje: optimizarea intalnirilor de afaceri (cu parteneri, intermediari

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comerciali), cunoasterea noutatilor tehnologice, a ofertei concurentilor (inclusiv a firmelor noi aparute pe piata), facilitarea incheierii de contracte, cresterea notorietatii si promovarea imaginii de marca (daca segmentul de piata atins este unul prioritar in strategia expozantului) etc. Pe durata expozitiei se desfasoara programe de conferinte si seminarii, zile ale expozantilor, demonstratii, tombole etc.

Express Warranty - Garantia producatorului, exprimata in cuvinte scrise sau vorbite, cum ca produsele oferite spre vanzare vor efectua cerintele pentru care au fost fabricate si se vor ridica la asteptarile rezonabile ale cumparatorului. Vezi Warranty (garantie); Implied Warranty (garantia implicita); Promotional Warranty (garantia promotionala); Protective Warranty (garantia de protectie). (English - A manufacturer's guarantee, stated in written or spoken words, that the product offered for sale will satisfactorily perform the task for which it is intended, and to the buyer's reasonable expectations. See Warranty; Implied Warranty; Promotional Warranty; Protective Warranty)

Expressive (Social Style) - Unul dintre cele patru stiluri sociale (impreuna cu amabil, analitic, conducator) folosite frecvent pentru a clasifica agentii de vanzari si clientii lor; expresivii sunt caracterizati de asertivitate ridicata si rata inalta de raspuns. (English - One of four social styles (with Amiable, Analytical and Driver) commonly used to classify salespeople and their customers; Expressives are characterised by high assertiveness and high responsiveness)

Extension Approach to Pricing - Abordare de stabilire globala a pretului in care firma aplica acelasi pret in toate tarile pentru produsul sau si in care se asteapta ca toti cumparatorii sa plateasca cheltuelile aditionale de transport si costurile de import. Vezi Adaptation Approach to Pricing (abordarea adaptativa de stabilire a pretului); Geocentric Approach to Pricing (abordarea geocentrica de stabilire a pretului). (English - An approach to global pricing in which a firm sets the same price for its product around the world and expects purchases to pay whatever additional freight and import costs apply. See Adaptation Approach to Pricing; Geocentric Approach to Pricing)

Extensive Problem Solving - Situatii de cumparare care cer un efort considerabil deoarece cumparatorul nu are nici o experienta anterioara cu furnizorii produsului; se mai numeste si luare de decizie extensiva (Extensive Decision Making). Vezi Limited Problem Solving (rezolvare limitata de probleme); Routne Problem Solving (rezolvare de probleme de rutina). (English - Buying situations which require considerable effort because the buyer has had no previous experience with the product or suppliers; also called Extensive Decision Making. See Limited Problem Solving; Routine Problem Solving)

External Analysis - Studiu al mediului extern de marketing, incluzand factori precum clientii, competitia si schimbul social. (English - Study of the external marketing environment, including factors such as customers, competition, and social change)

External Marketing Environment - Factorii relativ incontrolabili din afara firmei care influenteaza luarea de decizie. Vezi Internal Environment (mediul intern). (English - Relatively uncontrollable factors outside the firm which influence its decision making. See Internal Environment)

External Stimuli - Reclame, postere, cupoane, materiale de cumparare, afisare in magazine etc care cresc vanzarea. Vezi Learning Process (procesul de invatare); Drive. (English - Advertisements, posters, coupons, point-of-purchase materials, store displays, etc which give rise to a drive. See Learning Process; Drive)

Extranet - Un site inchis, protejat cu parola, care este folosit pentru a comunica cu oameni din afara organizatiei(clienti, furnizori). (English - A closed, password-protected web site which is used to communicate with people (such as clients and suppliers) outside an organisation (see WWW, Web Site))

Extrinsic Rewards - Recompense pentru indeplinirea unor sarcini care nu se cuvin individului, precum salarii, bonusuri, stimulente, beneficii marginale, promovare in post si asa mai departe. Vezi Intrinsinc Rewards (recompense intrinseci). (English - Rewards for doing a job which are external to the individual, such as wages, bonuses, incentives, fringe benefits, job promotions, and so on. See Intrinsic Rewards)

Eye Pupil Dilation Test - Metoda psihologica de pre-testare a reclamelor in care dilatarea involuntara a pupilei ochiului este folosita ca masura a nivelului de interes aratat de un anumit consumator. (English - A physiological method of objectively pre-testing advertisements in which involuntary eye pupil dilation is used to measure the level of interest shown by a particular consumer)

Eye tracking - Metoda de cercetare care determina ce parte a reclamei este mai bine receptata de consumator, prin urmarirea miscarilor ochilor. (English - A research method that determines what part of an advertisement consumers look at, by tracking the pattern of their eye movements)

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F

Face Validity - Plauzibilitatea aparenta a rezultatelor unei cercetari de marketing, care, pe baza logicii si a bunului simt, par sa fie corecte. (English - The apparent plausibility of the results of marketing research, which on the basis of logic and common sense, seems to be correct)

Face-to-Face Selling - Situatii de vanzare in care agentul de vanzari si cumparatorul se intalnesc fata in fata (nu prin intermediul telefonului sau al postei) pentru a incheia afacerea. (English - Selling situations in which salesperson and buyer meet together (rather than use telephone or mail, for instance) to conduct their business)

Facilitating Channel Institution - O agentie sau o organizatie, de exemplu o banca, o companie de transporturi sau o agentie de asigurari, care furnizeza asistenta specializata membrilor unui canal de marketing; institutia care asigura asistenta nu ia seama de bunuri. (English - An agency or organisation, such as a bank, transport company or insurance agency, which provides specialised assistance to members of a marketing channel; the facilitating channel institution does not take title to the goods)

Facings - Se refera la numarul de panouri folosite pentru o reclama. (English - Refers to the number of billboards used for an advertisement)

Factor Analysis - Procedura statistica de incercare de a descoperi factorii care stau la baza corelatiilor dintre mai multe variabile. De exemplu, analizele de factori pot fi folosite penrtu a interpreta factorii care stau la baza atitudinilor negative cu privire la achizitionarea si folosirea produselor de toaleta si cosmeticelor penrtu barbati. (English - A statistical procedure for trying to discover the basic factors that may underline and account for the correlations among a larger number of variables. For example, factor analysis might be used to determine and interpret the basic factors underlying some negative attitudes towards the purchase and use of male toiletries and cosmetics)

Factory Outlet - Magazin care vinde produsele unui singur producator, de obicei la preturi foarte mici. (English - A retail store that sells the products of one manufacturer, usually at very low prices)

Factory pack - Un premiu atasat produsului, in afara sau in interiorul ambalajului. (English - A premium attached to a product, in or on the packaging)

Fad - Un produs, in special o moda, care atrage rapid atentia publicului pasionat si care atinge maximum de vanzari in scurt timp, dar care scade rapid in popularitate; adica, un produs popular cu un cuclu de viata scurt. Vezi Fashion (moda). (English - A product, especially a fashion, that comes quickly to the attention of an eager public, achieves peak sales in a relatively short time, and rapidly declines in popularity; that is, a popular product with a particularly short life cycle. See Fashion)

Fake Interview - Interviu in vederea obtinerii unui loc de munca pe care o companie il organizeaza pentru pozitii inexistente, in speranta ca va atrage personal de la firmele concurente; obiectivul acestei tactici neetice este de obicei acela de a obtine informatii in ceea ce priveste concurenta. (English - A job interview held when a company advertises a non-existent position in its firm hoping to attract personnel from competing firms; the aim of this unethical tactic is usually, to obtain competitive information)

Familiarity Scale - Un dispozitiv de ierarhizare care masoara constizarea audientei tinta in ceea ce priveste o companie si produsele ei. Raspunsurile sunt de obicei inregistrate pe o scara de la 1 la 5: 1. Nu am auzit niciodata de ea; 2. Am auzit de ea; 3. Stiu putin despre ea; 4. Stiu destul de multe lucruri despre ea; 5. O cunosc foarte bine. Vezi Favorability Scale. (English - A scaling device

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for measuring a target audience's awareness and knowledge of a company or its products. Responses are commonly recorded on a five-stage scale: 1. Never Heard of It; 2. Heard of It; 3. Know a Little; 4. Know a Fair Amount; 5. Know It Well. See Favorability Scale)

Family Brand - Nume de marca folosit pentru o linie de produse, cum sunt cosmeticele Revlon sau mancarea conservata Heintz; se mai numeste si Blanket Brand. Vezi Corporate Branding (branding de corporatie); Individual Brand (brand individual); Single Brand Name (nume de brand unic). (English - A brand name used for a number of products in the same line, such as Revlon cosmetics or Heinz canned foods; also referred to as a Blanket Brand. See Corporate Branding; Individual Brand; Single Brand Name)

Family Life Cycle - O serie de stadii prin care trece o familie tipica, incluzand stadiul de celibatar, tineri casatoriti, cuibul plin, cuibul gol si supravietuitor singuratic. (English - A series of stages through which the typical family passes, including bachelor stage, young marrieds, full nest, empty nest and sole survivor)

Fashion - Produs popular pe moment; moda tinde sa aiba cicluri de viata recurente. Vezi Fad. (English - A product that is popular at the moment; fashions tend to follow recurring life cycles. See Fad)

FAST Marketing - Tehnica concentrarii sampling-ului (Focused Advertising Sampling Technique): abordare care isi concentreaza promotiile intr-un spatiu redus pe o perioada mica de timp pentru a satura piata. (English - Focused Advertising Sampling Technique: an approach concentrating promotions into a short space of time to saturate the market)

Fast Moving Consumer Goods – FMCG - Termen folosit ca referinta pentru bunurile de larg consum, precum, mancarea sau obiectele de toaleta. (English - A term used in reference to frequently purchased consumer goods, such as foodstuffs, toiletries, etc)

Favorability Scale - Dispozitiv de ierarhizare cu scopul masurarii sentimentelor si atitudinilor audientei tinta cu privire la o companie si la produsele acesteia. Raspunsurile sunt de obicei inregistrate pe o scara de la 1 la 5: 1. Foarte nefavorabil; 2. Destul de nefavorabil; 3. Indiferent; 4. Destul de favorabil; 5.Foarte favorabil. Se mai numeste analiza de imagine. Vezi Familiarity Scale (scala de familiaritate.) (English - A scaling device for measuring a target audience's feelings or attitudes towards a company or its products. Responses are commonly recorded on a five-stage scale: 1. Very Unfavorable; 2. Somewhat Unfavorable; 3. Indifferent; 4. Somewhat Favorable; 5. Very Favorable. Also called Image Analysis. See Familiarity Scale)

Fear Appeals in Advertising - Mesaje publicitare care folosesc teama ca punct central; deseori se folosesc in anunturile pentru servicii publice, precum cele care descurajeaza fumatul, cele cu scop de reducere a accidentelor, avertismentele cu privire la pericolul drogurilor puternice etc. Vezi Emotional Appeals in Advertising (apelul emotional in advertising); Rational Appeals in Advertising (apelul rational in advertising). (English - Advertising messages which use fear as their focus; often employed in public service announcements, such as those seeking to discourage smoking, reduce the road toll, warn of the dangers of hard drugs, etc. See Emotional Appeals in Advertising; Rational Appeals in Advertising)

Feature Modification - Schimbare facuta la orice trasatura a produsului cu scopul de a-l face mai sigur, mai folositor sau mai valoros in ochii cumparatorilor; se mai numeste si modificare functionala. (English - A change made to any feature of a product in order to make it safer, more useful or more valuable to a purchaser; also called Functional Modification)

Features - Caracteristici proeminente sau distinctive privind utilizarea, constructia sau design-ul unui produs; se mai numesc si atiribute. (English - Prominent or distinctive characteristics of a product's use, construction or design; also referred to as Attributes)

Features and Benefits Selling - Stil de vanzare in care agentul de vanzari este atent sa coreleze fiecare trasatura a produsului pe care il prezinta cu un beneficiu pe care aceasta il aduce. (English - A selling style in which a salesperson is careful to relate each feature of the product being presented to a particular benefit which the feature will deliver to the buyer)

Feedback - Mecanism in procesul de comunicare care permite expeditoruluide mesaj sa monitorizeze si sa evalueze raspunsul receptorului. Vezi Communication Process (procesul de comunicare). (English - The mechanism in the communication process which allows the sender to monitor and evaluate the receiver's response to a message. See Communication Process)

Fictitious Pricing - Practica neetica, posibil ilegala, de a anunta o reducere de pret, cand de fapt nu exista nici un fel de reducere. (English - The unethical, possibly illegal, practice of announcing a price reduction (eg. "now $20, formerly $49") when, in fact, there has been no reduction at all)

Fidelitate a clientelei fata de marca - Loialitate a clientilor care achizitioneaza in permanenta numai marca unui producator (sau cumpara mereu din acelasi magazin; engl. - store loyalty). Se apreciaza ca este nevoie de 5-6 ori mai mult timp si este cu 30 la suta mai costisitoare castigarea unui nou client decat pastrarea unui client deja existent. Actiunea de mentinere a clientilor firmei intr-o stare activa - prin intarirea predispozitiilor favorabile fata de firma si produsele/marcile sale - poarta numele de fidelizare (fr. - fidelisation).

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Gradul de fidelitate al unui client poate fi evaluat in functie de frecventa de cumparare sau de succesiunea modelelor marcii cumparate, intr-o perioada de timp. Clientii care oscileaza intre cumpararea marcii firmei si a altor marci concurente poarta numele de clienti micsti. V. card de fidelitate.

Field Marketing - Practica de a trimite agenti reprezentanti la puncete le vanzare pentru a avea grija de sustinerea brandului si de sustinerea vanzarilor. Pot de exemplu sa coordoneze promotiile din magazine, sa amenajeze expunerea produselor pentru vanzare si sa se asigure ca produsele sunt aranjate in cel mai bun mod. (English - The practice of sending representatives or agents to retail outlets with a view to building brand and supporting sales. They may for example conduct in-store promotions, set up point of sale displays, and ensure that products are displayed to best advantage)

Field Sales Manager - Manager de vanzari a carui prima responsabilitate este suprevegherea fortei de vanzare in mediul extern; in general, managerul de vanzari externe se implica foarte putin in treburile interne si in operatiile administrative de vanzare. (English - A sales manager whose prime responsibility is for the supervision of the sales force in its outside selling activities; generally, the field sales manager will have only minimal involvement in the internal, administrative sales management operations)

Field Selling - Vanzare fata-in-fata realizata prin reprezentanti ai companiei la casele clientilor sau la locul lor de munca. (English - Face-to-face sales calls made by company representatives on customers in their homes or places of business)

Fighting Brand - Brand cu pret redus, care se vinde cu cheltuieli minime de advertising si de promovare; brandul este folosit pentru a concura cu alte branduri pe care un furnizor le ofera spre vanzare. Se mai numeste si Price Brand. (English - A low-priced manufacturer's brand sold with minimal advertising and promotional expenditure; the brand is used to compete with dealers' brands and generics. Also called a Price Brand)

Film comercial - Document audiovizual, pe suport film sau video, avand drept scop promovarea institutionala, popularizarea produselor, serviciilor, performantelor firmei etc, in relatiile cu partenerii de afaceri (actionari, clienti, furnizori, organisme financiare, public etc).

Financial Resources - Banii de care dispune o firma sub forma de lichiditati, asigurari, credite, facilitati de imprumut etc. (English - The availability of money in the form of cash, securities, creditors, loan facilities, etc possessed by an organization)

Financial Risk - Grija pe care o are in minte cumparatorul cand intentioneaza sa achizitioneze un produs; acesta poate fi considerat prea scump sau o pierdere de bain. Vezi Risk (risc). (English - Concern in the buyer's mind that the product being considered for purchase is too expensive, or will be a waste of money. See Risk)

Fishyback - Termen folosit in distributia fizica a bunurilor ca referire la un sistem de transport care prevede transferul conteinerelor de pe camioane pe avion. Vezi Birdyback; Piggyback. (English - A term used in the physical distribution of goods to refer to a system of transportation requiring the transfer of containers from truck to ship. See Birdyback; Piggyback)

Fisier al clientelei - Ansamblu coerent, ordonat si accesibil de informatii cu scop comercial (baze de date comerciale pentru societatile de marketing direct), cuprinzand: nume si adrese de clienti actuali sau potentiali, informatii generale si particulare (zi de nastere, situatie familiala si profesionala, nevoi exprimate s.a.), informatii legate de comportamentul de cumparare (un istoric al cumpararilor efectuate, tipul, volumul, frecventa achizitiilor etc).Calitatea comerciala a unui fisier al clientelei este legata de continut (natura si originea informatiilor, fiabilitate, date actualizate etc), precum si de posibilitatile de exploatare computerizata (criterii multiple de aranjare, identificare, selectare). Crearea, utilizarea, vanzarea sau inchirierea fisierelor este necesar sa fie reglementate prin lege.

Fixed Position - O pozitie garantata intr-o publicatie. (English - A guaranteed position in a publication)

Fixed-Sum-Per-Unit - O abordare a bugetului pentru promotii in care totalul care trebuie cheltuit pe o anumita perioada este suma tuturor cantitatilor prevazute pentru unitatea de produs. (English - An approach to promotional budget setting in which the total to be spent in a given period is the sum of a certain set amount allocated to each item produced)

Flag - Arie pe eticheta unui produs care intrerupe design-ul pentru a anunta o oferta speciala sau o promotie. (English - An area on a product label which interrupts the design to announce a special offer or similar promotion)

Flanker Brand - Brand introdus pe o piata de catre o companie care are deja un loc stabil, cu scopul de a creste distributia totala de pe piata a unei categorii de produse. (English - A brand introduced into a market by a company which already has an established place in order to increase overall market share in a product category)

Flanking Attack - O strategie de marketing in care o companie ataca alta intr-un punct slab, cel mai adesea prin concentrarea asupra unei zone geografice sau unui segment de piata in care rivalul are o performanta scazuta. (English - A competitive

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marketing strategy in which one company attacks another in a weak spot, commonly by paying maximum attention to either a geographic region or a market segment in which the rival is under-performing)

Flanking Defence - Strategie de piata competitiva in care liderul incearca sa identifice si sa isi imbunatateasca punctele slabe, de obicei in zonele geografice sau pe segmentel de piata unde are o performanta scazuta. (English - A competitive marketing strategy in which the market leader attempts to identify and strengthen its own weak points, commonly geographic areas or market segments in which it is under-performing, before a smaller rival can mount an attack against it)

Flashy advertising - Spot publicitar audiovizual, avand o durata foarte scurta (flash de 2-3 secunde), difuzat intr-un moment de concentrare maxima/de suspans al unui program (sportiv, artistic etc.).

Flat rate - Pret pentru canalele mediatice care nu permite nici o reducere. (English - A media rate that allows for no discounts)

Flexible Pricing - Metoda de stabilire a pretului in care se poate negocia suma care este ceruta pentru bunuri si produse industriale; se mai numeste si pret multiplu sau pret variabil. (English - A pricing method in which the price charged for some consumer shopping goods and specialty goods and for many industrial products is open to negotiation between buyer and seller; also known as Multiple Pricing and Variable Pricing)

Flight - O perioada de cateva zile sau saptamani consecutive dintr-o campanie de publicitate(vezi: Burst Campaign, Continuity, Drip Campaign, Laydown, Pulsing, Strike Rate). (English - A period of consecutive days or weeks of advertising within an overall advertising campaign (see Burst Campaign, Continuity, Drip Campaign, Laydown, Pulsing, Strike Rate))

Flighting - Planificarea campaniilor publicitare astfel incat perioadele de promovare intensa sunt urmate de o activitate scazuta sau inexistenta. Vezi Continuity (continuitate); Pulsing (pulsare). (English - Scheduling advertising campaigns in irregular bursts followed by periods of relative or complete inactivity. See Continuity; Pulsing)

Floating Time - Cunoscute si ca “run-of-schedule”, reclamele TV/radio care se difuzeaza in “floating time” pot fi programate la discretia postului intr-o perioada stabilita – ex.: o saptamana, o luna. In unele cazuri se pot solicita anumite ore. Acest termen are echivalent in presa scrisa: ROM/ROW(vezi: Run Of Month, Run Of Week). (English - Also known as run-of-schedule, broadcast commercials booked as floating time can be scheduled any time at the station’s discretion within a given time period, eg. a week, a month. In some cases, it is possible to specify or request certain time bands. The broadcast equivalent of print’s ROM/ROW (see Run Of Month, Run Of Week))

Fluctuating Demand - Cerere in sectorul industrial care creste si scade simtitor in functie de schimbarea conditiilor economice si a tiparelor de cheltuieli efectuate de consumatori. (English - Demand in the industrial sector which rises and falls sharply in response to changing economic conditions and consumer spending patterns)

Fly Posting - Afise puse ilegal pe proprietate publica sau privata. Acest model este preferat de companiile de inregistrari, de gruparile politice si de advertiseri care cauta credibilitate in randul consumatorilor tineri. (English - Posters illegally posted on private and public property. A great favourite with record companies, fringe political groups and advertisers seeking ‘street cred’ with youthful consumers)

FM (Press) - Este mai degraba un editorial tiparit, decat o reclama, folosit de obicei in reviste. O pozitie preferata(vezi: NM in cazul ziarelor ). (English - Facing matter, ie. printed editorial, rather than another advertisement, usually used in the context of magazines. A preferred position (see NM for newspaper equivalent))

Focus Group - O tehnica de cercetare de marketing calitativa in care un moderator intervieveaza un grup mic de consumatori din publicul tinta intr-un cadru informal, cu scopul de a vedea reactia imdeiata a pietei cu privire la un anumit brand, pentru a genera noi idei de produs etc. Se mai numeste si panel de clienti (Customer Panel). Vezi Qualitative Marketing Research (cercetarea calitativa de marketing). (English - A qualitative marketing research technique in which an independent moderator interviews a small group of consumers from the target market in an informal setting to get an immediate market reaction to a new product or brand name, to generate new product ideas, etc. Also referred to as a Customer Panel. See Qualitative Marketing Research)

Follow-the-Leader Pricing Strategy - O strategie de stabilire a pretului care consta in copierea preturilor pe care le are liderul de piata. (English - A pricing strategy adopted by firms which copy the market leader's prices)

Follow-Up - Stadiul final de baza in procesul de vanzare; telefonul pe care il da un agent de vanzari dupa ce bunurile comandate de client au fost livrate pentru a verifica daca totul este in ordine si pentru a verifica satisfactia clientului. (English - The vital final stage in the selling process; the salesperson's call-back upon a client after the ordered goods have been supplied to check that all has been handled to the buyer's satisfaction)

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Forecasting - Prezicerea variabilelor, precum nivelul de vanzari pentru o anumita perioada, factorii de mediu care vor influenta performanta firmei etc. (English - Predicting future variables, such as the level of sales in a given period, the environmental factors that will influence the firm's performance, etc)

Foreground Radio - Termen folosit ca referinta pentru programele radio pre-inregistrate care contin muzica si reclame care sunt difuzate direct in magazine, unde produsele promovate sunt disponibile. (English - A term used in reference to pre-recorded or live radio programs featuring music and commercial announcements broadcast direct to stores where the advertised merchandise is available)

Foreign Market Entry - Expansiune care implica intrarea pe o piata din strainatate; cele patru moduri de intrare pe o piata din afara granitelor sunt: exportul, acordarea de licente, parteneriatul sau prin distributie directa. (English - Expansion by entering an overseas market; the four possible ways of entry an overseas market are by exporting, licensing, joint venturing or direct ownership)

Foreseeability Doctrine - Prevederile legale pe care trebuie sa le respecte un produs; fabricantul are responsabilitatea de a prevedea in ce moduri ar putea sa fie folosit gresit produsul sau si trebuie sa atentioneze consumatorii cu privire la acestea. (English - The notion under product liability laws that a manufacturer has an onus to foresee how a product might be misused and warn consumers accordingly)

Form Utility - Valoarea oferita unui produs prin virtutea faptului ca acesta combina anumite materiale si are anumite componente. Vezi Utility (utilitate). (English - The value given to a product by virtue of the fact that the materials and components which comprise it have been combined to make the finished product. See Utility)

Formal Training - Training tinut intr-un cadru academic, opus celui tinut intr-un cadru practic. Vezi Curbside Sales Training; On-the-Job Training. (English - Training given in a classroom setting as opposed to that given in the field. See Curbside Sales Training; On-the-Job Training)

Format - Dimensiunea paginii unei publicatii, carti sau unui afis publicitar (latime x inaltime), incluzand si aspecte legate de forma, stil etc. Exemplu: format standard, tabloid, A4, X5, B5 etc. Format de program: durata unui program de radio sau de televiziune. Exemplu: format scurt/economic al unui spot publicitar TV (8-10 secunde).

Format de incercare - Format cu caracter provizoriu al unui produs, avand o talie inferioara fata de formatul standard, care este oferit cumparatorului la un pret exceptional (uneori, simbolic), in scopul stimularii testarii acestuia (prima incercare, cumpararea formatului normal). Se aplica in cazul produselor de larg consum preambalate, care pot fi comercializate in cantitati variabile (spre exemplu, lichide). In presa scrisa, abonament cu pret redus, propus cititorilor o perioada limitata de timp.

Format special - Format specific al unui produs (mega-format, pachet special), mai mare decat formatul standard, utilizat in cadrul unor operatiuni promotionale. Este o oferta cu caracter exceptional (necesita o buna evidentiere a caracterului de exceptie al formatului), utilizata in cazul produselor de consum preambalate - cumparatorul putand face comparatii cantitative (asupra pretului per kilogram). Exemplu: format dublu al unui pachet de detergent, format special (bax) incluzand 6 sticle de bere.

Formula Marketing - Termen folosit pentru a desemna o abordare a practicii de marketing care se bazeaza numai pe intelepciunea conventionala, neaducand nimic inovativ. (English - A term used to describe an approach to marketing practice which relies heavily on conventional wisdom and spurns anything innovative)

Forta de vanzare - Ansamblul personalului intern si extern avand drept misiune principala comercializarea efectiva, prospectarea si impulsionarea vanzarilor firmei printr-un contact permanent si nemijlocit cu clientela potentiala. Eficienta fortei de vanzare joaca un rol esential in succesul sau esecul comercial al firmei. Organizarea si gestionarea fortei de vanzare trebuie sa aiba in vedere aspecte privind selectarea si formarea vanzatorilor, marime, structura (specializare pe produse, pe clienti, geografica, mixta), motivare (remunerare flexibila, stimulare in raport de performante), controlul activitatii etc.

Forward Buy - Plasarea unei comenzi de inventar mai devreme decat a fost ceruta, cu scopul de a profita de o oferta speciala de pret. (English - The placement of an inventory purchase order earlier than required in order to take advantage of a special price offer, or similar)

Forward Integration - O strategie de dezvoltare in care compania creste prin luarea in proprietate sau prin controlarea sistemului sau de distributie. Vezi Backward Integration; Horizontal Integration. (English - A strategy for growth in which a company develops by seeking ownership of, or some measure of control over, its distribution systems. See Backward Integration; Horizontal Integration)

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Four Ms - Money (bani), Material (materiale), Machine (tehnologie) and Manpower (resursele umane). Tipar des utilizat pentru a evalua resursele disponibile afacerii, care poate fi foarte folositor in construirea planurilor de marketing. (English - Money, Material, Machine and Manpower. A traditional framework for viewing the resources available to a business, which can be useful when designing a marketing plan)

Four Ps - Cele patru variabile controlabile ale mixului de marketing: produsul, pretul, promovarea, plasamentul. (English - The four major controllable variables of the marketing mix - product, price, promotion and place)

Fractional Page - Spatiu publicitar mai mic de o pagina intreaga. (English - Print advertising space of less than a full page)

Fragmentation - Impartirea publicurilor in utilizatori ai mai multor mijloace media – asculta/vad/citesc. (English - A once-mass audience exercising wider media choice by dividing their viewing/listening/reading amongst more media vehicles)

Franchising - Aranjament in care furnizorul da dreptul unui dealer sa vanda un produs, in schimbul unui comision din vanzarile totale; in mod normal, furnizorul pune la dispozitie spatiu si echipament, asistenta manageriala si asistenta de marketing francizei, care este de acord sa opereze in acord cu regulile generale ale furnizorului. (English - An arrangement in which a supplier grants a dealer the right to sell a product in return for some percentage of the total sales; typically, the supplier provides buildings and equipment, management advice and marketing assistance to the franchisee, who agrees to operate according to the franchisor's general rules)

Franciza - Contract prin care francizorul - o firma de prestigiu, ce detine o gama de produse/servicii de marca, ce se bucura de succes comercial si de reputatie pe piata - concesioneaza francizatului o licenta care ii da dreptul sa fabrice un produs conceput si fabricat de francizor, sa distribuie un produs fabricat de francizor, sa presteze servicii, in anumite conditii: - plata unei contributii initiale;- suportarea unei cote-parti din investitia legata de afacere;- plata unei redevente periodice (un procent din incasarile realizate);- respectarea standardelor privind calitatea produselor fabricate/serviciilor prestate;- respectarea metodei comerciale si de deservire a clientelei etc. Francizatul va beneficia de renumele francizorului, va putea folosi numele de marca, insemnele, culorile, logotipul etc.; de asemenea, el beneficiaza de o serie de servicii de formare, consultanta, asistenta comerciala si de gestiune, logistica etc (motiv pentru care franciza mai este numita si "afacere cu succes asigurat").Organizatiile de tip franciza se bazeaza fie pe un produs unic, fie pe o marca de notorietate, un patent etc - create de francizor. Prin contractul de franciza se acorda, in general, dreptul exclusiv de vanzare intr-o anumita zona geografica. Exemplu: McDonald's, Coca-Cola, Pepsi Cola, Wolkswagen, Shell, Ford, Hertz, Benetton, Hilton etc.

Free Associations - Metoda de colectare a datelor calitative in cercetarea de marketing, in care cei intervievati sunt rugati sa spuna primul cuvant sau prima idee care le trece prin minte cand aud intrebarea cercetatorului; tehnica este folosita pentru a intelege modul de cumparare, advertising-ul, branding-ul etc. (English - A method of collecting qualitative marketing research data in which respondents are asked to supply the word or idea which first comes to mind in response to a word or phrase given to them by a researcher; the technique is used to further understand shopping, advertising, branding, etc.)

Free Market - Piata in care exista un grad mic de implicare a guvernului in deciziile pietei. (English - A market place which has minimum direct involvement of government in market decisions)

Free Merchandise - Tip de promovarea vanzarilor in care distribuitorilor li se da o cantitate de marfa pe gratis in schimbul unei comenzi de o anumita marime. Vezi Trade Sales Promotion. (English - A type of trade sales promotion in which resellers are given a certain quantity of merchandise free of charge in return for an order of a specified size. See Trade Sales Promotion)

Free-alongside-Ship Pricing - Metoda de stabilire a pretului in care fabricantul plateste costurile de transport, costurile asociate cu incarcarea si imbarcarea produselor comandate de client. Vezi Geographical Pricing. (English - A pricing approach in which the manufacturer pays the freight cost to the wharf; costs associated with loading and shipping are borne by the purchaser. See Geographical Pricing)

Free-Form Presentation - Abordare in vanzari care nu se bazeaza pe niciun set de formule si pe nicio metoda. Vezi Formula Approach. (English - A selling approach which does not rely upon any set formula or method. See Formula Approach)

Free-in-Store Pricing - Metoda de stabilirea a pretului in care producatorul este responsabil de toate costurile de transport si livrare; bunurile comandate sunt livrate gratuit la domiciliul clientului. Vezi Geographical Pricing. (English - A pricing method in which the producer is responsible for all freight and delivery costs; the ordered goods are delivered freight free to the customer. See Geographical Pricing)

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Free-In-The-Mail Premium - Tip de promovarea vanzarilor in care consumatorului ii este oferit un cadou pe care il primeste prin posta, dupa ce a facut dovada cumpararii unui produs. (English - A type of sales promotion in which consumers are offered a gift which is sent to them by post in return for proof of purchase of the product)

Free-on-Board Pricing - Metoda de stabilire a pretului in care producatorul suporta numai costurile de livrare a bunurilor la un punct de desfacere local; dupa aceasta, responsabilitatea platii transportului revine cumparatorului. Vezi Geographical Pricing. (English - A pricing method in which a producer bears only the costs involved of delivery of goods "free-on-board" to a local carrier's despatch point; at that time, title for the goods passes to the purchaser, who is responsible for the remainder of the freight charge. See Geographical Pricing)

Free-Standing Inserts - Brosuri, leaflet-uri sau materiale similare de advertising care sunt distrbuite impreuna cu revistele si ziarele. (English - Brochures, leaflets and similar advertising material distributed with magazines and newspapers as loose inserts)

Free-Standing Retailer - Un magazin de retail care nu este localizat intr-un complex impreuna cu alte magazine similare, si care are politica proprie si o parcare proprie. (English - A retail store, not located in a shopping complex with other retailers, having its own premises and parking area)

Freight Absorption Pricing - Metoda de stabilire a pretului in care producatorul suporta o parte din costurile de transport ale bunurilor catre consumator. Vezi Delivered Pricing. (English - A pricing method in which the manufacturer bears some or all of the freight costs involved in transporting the goods to the customer. See Delivered Pricing)

Freight Charges - Costurile de transport implicate in livrarea bunurilor de la producator la consummator. (English - Transportation costs involved in shipping goods from producer to customer)

Freight Forwarders - Firme specializate in furnizarea serviciilor de transport; prin cumpararea unui volum mare de linii de transport pe uscat, pe mare sau pe calea aerului la preturi mici, aceste firme pot oferi preturi avantajoase pentru tansport firmelor mici ale caror produse le cimbina in incarcaturi mari. (English - Firms specialising in the supply of transportation services; by buying large volumes of land, sea, air and pipeline transportation at low rates, they are able to offer attractive rates to small businesses whose products they combine into large shipments)

Frequency - Atingerea sau acoperirea publicului, exprimata in procente, la anumite frecvente - ex.: 4+Cover(vezi: Average Frequency, Effective Frequency, Frequency Distribution, OTS/OTH). (English - Audience coverage or reach, expressed as a percentage, at specified frequencies - see, for example, 4+ Cover (see also Average Frequency, Effective Frequency, Frequency Distribution, OTS/OTH))

Frequency Distribution - Publicul tinta atins impartit la numarul de expuneri la mesajul publicitar – ex.: pentro campanie de 400 GRP din care se ating 83%, la o medie de 4,8 OTS, 15% au avut 1 ocazie sa vada reclama, 12% au avut 2 ocazii, 11% au avut 3 ocazii, 9%, 4 ocazii etc.(vezi: Average Frequency, Effective Frequency, Frequency, OTS/OTH). (English - Target audience reach broken down by number of advertisement exposures, eg. for a campaign of 400 GRPs delivering 83% net reach at 4.8 average OTS, 15% had 1 opportunity to see the ad, 12% had 2 opportunities to see, 11% had 3 opportunities to see, 9% had 4 opportunities to see, etc. (see Average Frequency, Effective Frequency, Frequency, OTS/OTH))

Frequency of Insertion (or Spots) - Numarul afisarilor reclamei. (English - The number of times the advertisement appears)

Freudian Motivation Theory - Teorie conform careia preferintele de cumparare ale consumatorului sunt dicatate de motive inconstiente si ca elementele tactile, vizuale, auditorii ale unu produs ii pot provoca emotii care sa-i stimuleze sau sa-i inhibe cumpararea. Vezi Motivation (motivatie); Maslow's Theory of Motivation (Teoria motivatiei a lui Maslow); Herzberg's Theory of Motivation (Teoria motivatiei a lui Hertzberg). (English - The theory that a consumer's buying preferences are dictated by unconscious motives, and that visual, auditory and tactile elements of a product may evoke emotions which stimulate or inhibit purchase. See Motivation; Maslow's Theory of Motivation; Herzberg's Theory of Motivation)

Fringe Benefits - Beneficii pe care le au angajatii ca parte din remuneratie totala sau ca pachet de compensatie; beneficiile auxiliare fac obiectul taxelor in unele tari. (English - Benefits enjoyed by employees as part of a total remuneration or compensation package; fringe benefits are subject to taxation in some countries)

Fringe time - Perioada de timp care precede direct si care urmeaza imediat dupa prime time, in televiziune. (English - A time period directly preceding and directly following prime time, on television)

Front Page Solus - Singurul mesaj publicitar care apare pe prima pagina. (English - The sole advertisement to appear on the front page)

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Front-of-Counter - Cea mai buna pozitie pentru bunurile de impuls. Deci, asezate in fata tejghelei (front-of-counter - FOC). (English - The prime and most sought after position for impulse goods. Hence, front-of-counter (or FOC) display pack)

Front-Weight - O campanie se va numi astfel daca nivelul cel mai inalt de expunere se atinge la inceputul rularii sale. (English - A campaign will be described as ‘front-weighted’ when it has a heavier level of exposure toward the beginning of its run than at the end)

FSI - Un leaflet sau un coupon book facute de un mijloc media pentru un advertiser sau mai multi, continand cupoane de reduceri. (English - Free-standing insert. A leaflet or coupon book produced by a media owner for an advertiser or advertisers containing money-off coupons)

Full position - Print care este inconjurat de articole intr-un ziar, lucru care face mai probabila citirea lui. Este un spatiu extram de dezirabil pentru un print. (English - An ad that is surrounded by reading matter in a newspaper, making it more likely consumers will read the ad. This is a highly desirable location for an ad)

Full-Cost Pricing - Strategie de stabilire a pretului in care sunt luate in considerare toate costurile variabile relvante si toate costurile fixe care pot fi atribuite direct produsului. (English - A pricing strategy in which all relevant variable costs and a full share of fixed costs directly attributable to the product are used in setting its selling price. See Incremental-Cost Pricing)

Full-Line Department Store - Magazin mare care ofera mai multe linii de produse, incluzand imbracaminte, produse pentru sport, mancare, mobilier, electronice etc, si mai multe tipuri de servicii, printre care ambalare, transport, credit. Vezi Limited-Line Department Store. (English - A department store which offers many different lines of products, including clothing, sporting goods, food, furniture, electrical goods, etc., and many diffrent services, including wrapping, delivery and credit. See Limited-Line Department Store)

Full-Line Strategy - Decizia unui producator de a oferi un numar mare de variatii pentru o linie de produse. Vezi Limited-Line Strategy. (English - The decision by a producer to offer a large number of product variations in a product line. See Limited-Line Strategy)

Full-Service Advertising Agency - Agentie de advertising care ofera servicii complete, incluzand cercetare de marketing, media planning, creatie de design al ambalajului, realizare de spoturi etc. Vezi Limited-Service Advertising Agency. (English - An advertising agency offering a complete range of services including marketing research; media planning; creative design of packaging and advertisements, etc. See Limited-Service Advertising Agency)

Full-Service Research Supplier - Firma de cercetare de marketing care poate sa ofere clientilor servicii complete, incluzand definirea problemei, conceptualizarea, design-ul de cercetare, colectarea de date, analiza, raporate. Vezi Limited-Service Research Supplier. (English - A marketing research firm which can offer a client a complete range of services, including problem definition or conceptualisation, research design, data collection and analysis, and reporting. See Limited-Service Research Supplier)

Full-Service Wholesaler - Angosist care ofera servicii complete: cumparare, vanzare, stocare, transport, sortare, finantare, furnizare de feedback al pietei, asumarea de riscuri; se mai numeste si Full-Function Wholesaler. Vezi Limited-Function Wholesaler. (English - A wholesaler offering a complete range of services including buying, selling, storage, transporting, sorting, financing, providing market feedback and risk-taking; also called a Full-Function Wholesaler. See Limited-Function Wholesaler)

Functional Costs - Costuri asociate cu o activitate specifica de afaceri, precum vanzari, advertising, cercetare de marketing etc. (English - Costs associated with a specific business activity, such as selling, advertising, marketing research, etc.)

Functional Discount - Reducerea de pret oferita unei firme care indeplineste o functie specifica pentru alti membri ai canalului de distributie; se mai numeste si Trade Disocunt. (English - A price allowance given to a firm performing some part of the marketing function for other members of the channel of distribution; also called Trade Discount)

Functional Organisation - Organizatie in care exista cate o diviziune separata responsabila pentru fiecare functie a afacerii: productie, finante, personal, marketing etc. Vezi Organizational Structure (structura organizationala). (English - The organisation of a firm's business activities so that a separate division is responsible for each business function - production, finance, personnel, marketing, etc; the organisation of a firm's marketing activities so that a separate division is responsible for each marketing function - planning, research, sales, advertising, distribution, new product development, etc. See Organisational Structure)

Functional Wholesalers - Agenti, brokeri etc care faciliteaza schimburile dintre producatori si distribuitori si care primesc comisioane pentru servciile lor; se mai numesc si Functional Middleman. (English - Agents, brokers, commission merchants, etc. who facilitate exchanges between producers and resellers and receive commissions for their services; also referred to as Functional Middlemen)

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G

Galerie comerciala - Ansamblu comercial situat in zone cu trafic comercial intens (in centrul oraselor, aeroporturi, gari), care regrupeaza puncte de vanzare de dimensiuni mici si care comercializeaza diferite genuri de produse (preponderent nealimentare).

Galvanic Skin Response - Tehnica de testare psihologica in care conductivitatea electrica a pielii e masurata pentru a verifica nivelul de constientizare al unei reclame. Vezi Galvanometer (galvanometru). (English - A physiological testing technique in which the electrical conductivity of the skin is measured to check the level of arousal caused by an advertisement. See Galvanometer)

Galvanometer - Instrument stiintific folosit in cercetarea de marketing pentru a masura reactia unui subiect in studiul unei recleme; instrumentul masoara transpiratia din timpul vizionarii unei reclame. Vezi Galvanic Skin Response. (English - A scientific instrument used in marketing research to measure the reaction of a subject in a study to an advertisement; the instrument measures the perspiration that accompanies the subject's interest or arousal. See Galvanic Skin Response)

Gama sortimentala - Ansamblu omogen de produse, destinat satisfacerii aceleiasi nevoi generice. Cand o firma realizeaza un numar mare de produse, le regrupeaza in clase (familii) de produse, fiecare reprezentand o gama distincta (spre exemplu, produse lactate, preparate din carne, produse de panificatie s.a). Numarul si diferentierea gamelor de produse reflecta gradul de diversificare. Structura gamei trebuie sa fie echilibrata - trebuie sa includa produse repartizate armonios, in diferite faze ale ciclului de viata comerciala a marcii. Fiecare gama se compune dintr-un numar variabil de linii de produse apropiate (spre exemplu, lapte de consum, cascaval, inghetata), alcatuite, la randul lor, din unul sau mai multe articole individuale, dezvoltate pornind de la un produs de baza, foarte atractiv (produs de apel) sau de inalta tehnologie (produs-fanion/de prestigiu). Si acestea pot avea mai multe variante sau modele (diferite ambalaje, forme, dimensiuni, greutati, sistem de culori, design etc). O gama are patru coordonate dimensionale: largime (numarul de linii), lungime (numarul de articole ale tuturor liniilor), profunzime (numarul de modele ale fiecarui articol al unei linii, insumate), omogenitate (gradul de asociere a diferitelor linii de produse - produsele firmei pot fi distribuite prin intermediul acelorasi canale de distributie, satisfac aceleasi nevoi sau nevoi diferite etc).

Gatefold - O macheta de presa care se impatureste. Acorda unui advertiser cel putin 2 pagini succesive din acelasi spatiu publicitar. De obieci este atasta la coperta a II-a. Poate fi, de asemenea, un leaf impaturit care se desface intr-un print. (English - A press advertisement that folds out. Gives an advertiser a minimum of two pages of continuous space. Often attached to the inside front cover of a magazine. Can also be an extra leaf folded in to extend a printed spread)

Gatekeepers - Oameni din organizatie care pot controla fluxul informatiei adresate membrilor din centrul de cumparare. Vezi Buying Centre (centru de cumparare). (English - People within organisations who can control the flow of information to members of the buying centre. See Buying Centre)

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General Electric Strategic Business Portfolio Planning Grid - Analiza de portofoliu si grila de planning realizata de General Electric; utilizeaza o matrice bidimensionala bata pe atractivitatea industriei si pe puterea afacerii. (English - A portfolio analysis and planning grid developed by General Electric; it uses a two-dimensional matrix based on industry attractiveness and business strength)

General Public - Toate persoanele care apartin societatii in care firma opereaza; in cadrul publiclui general, o parte din oameni vad activitatea firmei ca favorabila, iar altii ca nefavorabila. Vezi Publics (publicuri). (English - All of the people in the society in which a firm operates; within the general public there may be some who view its actions favourably and some who view them unfavourably. See Publics)

Generic Brand - Un brand fara nume; produs care nu are o denumire de marca. (English - A "no-name" brand; a product that does not carry a brand name)

Generic Competitors - Produse din categorii diferite, care sunt capabile sa satisfaca aceleasi nevoi ale consumatorului. De exemplu, consumatorul doreste sa isi imbunatateasca bucataria, dar trebuie sa aleaga intre o masina de spalat vase, un frigider si un cuptor cu microunde. (English - Products which are all different in type but are capable of satisfying the same basic want of the prospective purchaser. For example, the consumer may want to buy some new kitchen appliances but must choose between a dishwasher, a refrigerator and a microwave oven)

Generic Products - Produse fara brand, identificabile numai prin categoria din care fac parte. (English - Unbranded products identified only by product category)

Geocentric Approach to Pricing - Abordare in stabilirea pretului la nivel global in care companiile afiliate furnizeaza informatii despre conditiile pietelor locale, iar corporatia stabileste apoi pretul astfel incat sa maximizeze profitul pe fiecare piata nationala. Vezi Adaptation Approach to Pricing; Extension Approach to Pricing. (English - An approach to global pricing in which affiliate or subsidiary companies supply information about local market conditions and the corporation then sets prices accordingly to maximise profits in each national market. See Adaptation Approach to Pricing; Extension Approach to Pricing)

Geocentrism - Parerea conform careia intreaga lume este o singura piata. (English - The view that the whole world is one single market)

Geodemographics - Metoda de analiza care combina variabile geografice si demografice. De exemplu, vezi ACORN. (English - A method of analysis combining geographic and demographic variables. For an example, see 'ACORN')

Geographic Deployment - Desfasurarea activitatii unei echipe de vanzari dupa criterii regionale, in opozitie cu crietriile tipului de produs sau a tipului de consumator. (English - The deployment of a sales team on a regional or district basis as opposed to a product-type or customer-type basis)

Geographic Market Concentration - Caracteristica distinctiva a unei piete industriale; piata industriala tinde sa fie mai mult concentrata geografic decat piata consumatorilor. (English - A distinctive characteristic of the industrial market; the industrial market tends to be more geographically concentrated than the consumer market)

Geographic Organisation - Activitatile de marketing ale unei organizatii sau ale unei firme, astfel incat fiecare diviziune a acesteia este responsabila pentru pietele sale goegrafice majore. (English - The organisation of firm's marketing activities so that a separate division is responsible for each of its major geographic markets. See Organisational Markets)

Geographic Segmentation - Divizarea unei piete heterogene in grupari relativ omogene dupa criterii de zona, district, regiune, stat etc. Vezi Segmentation Bases. (English - The division of a total, heterogeneous market into relatively homogeneous groups on the basis of area, district, region, state, etc. See Segmentation Bases)

Geographic Variables - Diferentieri de zona sau de regiune utilizate pentru a segmenta o piata. (English - Area or regional differences used to segment a market)

Geographical Pricing - Metoda de stabilire a pretului in care consumatorii suporta pretul de transport de la locul de productie; exemple de stabilire geografica a pretului includ metoda FOB, metoda punctului de baza si metoda segmantarii in functie de zona. Vezi Pricing; Base-Point Pricing; Zone Pricing. (English - A pricing method in which customers bear the freight costs from the producer's location to their own; examples of geographical pricing include FOB pricing, base-point pricing and zone pricing. See FOB Pricing; Base-Point Pricing; Zone Pricing)

Global Brands - Branduri vandute pe pietele din toata lumea cu o promovare aproape identica. (English - Brands sold to world markets with essentially the same promotion)

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Go Error - Esec la orice stadiu (dar in special in etapa de eliminare) in procesul de dezvoltare a unui produs nou, in care cumparatorul ia decizia sa achizitioneze un produs care ar fi trebuit eliminat. Vezi Error; New Product Development. (English - A failure at any stage (but especially at the screening stage) in the new product development process when a decision is made to proceed with a product which, in hindsight, should have been abandoned. See Drop Error; New Product Development)

Goals - Teluri in linii mari si pe termen lung; se opun obiectivelor, care sunt mai explicite si care se incadreaza intr-o perioada limitata de timp. Vezi Objectives (obiective). (English - Aims of a broad, long-term nature as opposed to objectives which are more explicit and relate to a specified time period. See Objectives)

Goods-Services Continuum - Ideea ca produsele contin elemente din ambele categorii (bunuri si servicii) in diferite procente. (English - The idea that products contain elements of both goods and services in varying degrees)

Goodwill - Diferenta dintre valoarea unei afaceri si suma valorilor partilor din care este alcatuita, luate separat. (English - The difference between the value of a business as a going concern and the sum of the value of its assets if taken separately)

Government Markets - Departamente si agentii guvernamentale federale, statale si locale care cumpara bunuri si servicii necesare pentru a isi conduce operatiunile. (English - Federal, state and local government departments and agencies which buy goods and services needed to conduct their operations)

Grade Label - Eticheta, abtibild, scrisoare, marca, simbol care arata calitatea produsului oferit spre vanzare. Vezi Label (eticheta). (English - A tag, sticker, label, letter, mark or symbol which identifies the quality or grade of a product offered for sale. See Label)

Greeter - Termen folosit la jumatatea secolului al XIX-lea pentru agentul de vanzari; producatori si distribuitori care intampinau retailerii in holurile hotelurilor cand ajungeau intr-o vizita de cumparaturi. (English - A mid-nineteenth century term for a salesperson; greeters, representing manufacturers and wholesalers, met retailers in hotel lobbies as they arrived on buying visits)

Gross audience - Audienta tuturor canalelor mediatice dintr-o campanie. O parte din audienta bruta poate sa reprezinte dubluri. (English - The audiences of all vehicles or media in a campaign, combined. Some or much of the gross audience may actually represent duplicated audience)

Gross impressions - Numarul toatal, fara dubluri, de oameni sau de locuinte pe care ii reprezinta un anumit program mediatic. (English - Total number of unduplicated people or households represented by a given media schedule)

Gross Margin Quota - Forma uzuala de obiectiv de vanzari folosit pentru a masura performanta unui agent de vanzari; este folosita pentru a determina un agent de vanzari sa vanda acele produse care aduc un profit mare si care au de obicei preturi mari si sunt greu de vandut. Alte forme de vanzari sunt cele bazate pe volum, pe volumul monetar, pe profitul net si pe activitate. Vezi Sales Quotas. (English - A common form of sales assignment, goal or target used to measure a salesperson's performance; a gross margin quota is used to urge a salesperson to sell a healthy portion of higher-profit items which are usually higher in price and often harder to sell. Other commonly used types of sales quotas are unit volume quotas, dollar volume quotas, net profit quotas and activity quotas. See Sales Quota)

Gross National Product - Valoarea totala a pietei bunurilor si serviciilor produse de o natiune intr-un an. (English - The total market value of goods and services produced by a nation in a year)

Gross Profit - Suma ramasa dupa reducerea costurilor de vanzare si a cheltuielilor de operare dintr-un venit total; se mai numeste si Gross Margin. (English - The amount left when selling costs and operating expenses are deducted from total revenue; also called Gross Margin)

Gross Rating Points - Raport care masoara valoarea unui program media in advertising; se calculeaza prin inmultirea razei de actiune cu frecventa. Vezi Frequency; Reach. (English - A ratio measuring the value of a media schedule in advertising, calculated by multiplying reach by frequency. See Frequency; Reach)

Gross Sales - Venitul total din vanzari pe o perioada specifica. (English - The total revenue from all sales to customers in a specified period)

Gross … - Un concept care descrie sau se subintelege in alti termeni ca public, contacte, impacte, afisari, puncte de rating, acoperire care formeaza un total, inclusiv repetarile. Toate metodele gross care se refera la publicuri pentru anumite mijloace media pot fi comasate pentru a da un total pe toata campania. Spre exemplu, daca Publicatia X are medie de citire de 100.000, iar Publicatia B are o medie de 50000, rata de citire gross a celor doua publicatii este de 150000. Intre cei 150000 de cititori sunt cativa care citesc ambele publicatii (vezi: Duplication, Impressions). Masurarile “nete” nu iau in considerare expunerile duble la un program(vezi: see Net …, Net Reach). (English - A descriptor prefacing, or implied in, other terms such as audience, contacts,

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impacts, impressions, rating points, reach, readership and which conveys ‘total’, including duplication. All gross measures relating to audiences for individual media vehicles can be added together to provide a total for the media campaign. For example, if Publication A has an average issue readership of 100,000 and Publication B an average issue readership of 50,000, the gross readership of Publications A + B is 150,000. Among these 150,000 gross readers, there will be some readers who read both publications (see Duplication, Impressions). ‘Net’ measures de-duplicated exposure of a schedule (see Net …, Net Reach))

Group Influences - Membrii unei familii, persoane cu acelasi statut, lideri de opinie etc, care au un efect asupra comportamentului de cumparare a consumatorului. Vezi Reference Groups (grupuri de referinta); Aspirational Reference Groups (grup aspirational de referinta); Contactual Reference Groups (grup contractual de referinta); Membership Reference Groups (grup de referinta careia persoana apartine). (English - Members of a family, peers, opinion leaders, etc. who have an effect on a consumer's spending or purchase behaviour. See Reference Groups; Aspirational Reference Groups; Contactual Reference Groups; Membership Reference Groups)

Group Prospecting - Gasirea de noi consumatori prin expunerea produselor in cluburi, la petreceri private etc. Vezi Prospecting. (English - Finding new customers by displaying and demonstrating merchandise at functions, clubs, home parties, etc. See Prospecting)

Group Sales Training - Trainingul reprezentantilor de vanzari, de obicei in sesiuni formale de grup. Vezi Formal Training (training formal). (English - The training of sales representatives, usually in formal sessions, as a group. See Formal Training)

Group Selling - Situatie de vanzare in care agentul de vanzari prezinta produsul unui grup de cumparatori care reprezinta o companie sau un comitet de achizitie. Vezi Team Selling. (English - A selling situation in which a salesperson presents a product or product range to a group of buyers from one company or to a buying committee. See Team Selling)

Growth Stage of Product Life Cycle - Stadiu secund (dupa stadiul introductiv) in ciclul de viata al unui produs de succes; veniturile din vanzari cresc simtitor pe masura ce produsul este acceptat de piata; pretul sau ramane in general acelasi, in ciuda cresterii concurentei. (English - The second stage (after the introductory stage) in the life cycle of a successful product; sales revenues increase steadily as the product finds market acceptance, prices generally remain high despite increasing competitive threats and profit margins are at peak level)

Growth Strategies - Metodele prin care o organizatie planuieste sa-si atinga obiectivele de dezvoltare. Exista patru strategii de dezvoltare: penetrarea pietei, dezvoltarea produsului, dezvoltarea pietei si diversificarea. (English - The means by which an organisation plans to achieve its objective to grow in volume and turnover. Four broad growth strategies are available - market penetration, product development, market development and diversification)

GRP - GRP este numarul afisarilor in randul unui public tinta exprimat ca 1% din populatia publicului tinta, definita de obicei prin caracteristici demografice. In timp ce termenul GRP este folosit peste tot in lume, unele tari au propriile variante: ex.-UK, TVR pentru rating-ul TV si TARP(target audience rating point) este folosit de obicei in regiune Asiei de Sud(vezi: Demographics, GRPs, Impressions, Target Audience, Target Audience Population). (English - Gross Rating Point. One GRP is gross impressions amongst a target audience expressed as 1% of that target audience population, such audience typically being defined by demographic criteria. Whilst the term GRP is used throughout the world, some markets use their own variances, eg. TVR is used in the UK to describe a television rating, and TARP (target audience rating point) is commonly used in the Asia Pacific region (see Demographics, GRPs, Impressions, Target Audience, Target Audience Population))

GRPs - Metoda de masurare al numarului total de expuneri al publicului tinta la mesajul publicitar in timpul campaniei. GRPs sunt vizualizari ale reclamei exprimate in procente. Formula: 100 x (numarul total de afisari impartit la numarul oamenilor care alcatuiesc publcul tinta). GRP se poate calcula si inmultind rating-ul net % cu media OTS. Totalurile GRP depasesc in mod frecvent 100 datorita expunerilor multiple la reclama si a acelorasi oameni(vezi: Average Frequency, Impressions, GRP, Gross …, Net …, Net Reach, OTS/OTH, Target Audience, Target Audience Population). (English - Gross Rating Points. A measure of the total audience exposure of an ad campaign (or TV programme), GRPs are impressions expressed as a percentage of the target audience population. Calculation : 100 x (total impressions divided by the total number of people in the target audience). GRPs can also be calculated by multiplying net reach in % by average OTS. GRP totals frequently exceed 100 due to multiple exposures to the ad by the same people (see Average Frequency, Impressions, GRP, Gross …, Net …, Net Reach, OTS/OTH, Target Audience, Target Audience Population))

Guarantee - Asigurare scrisa de un producator conform careia produsul va fi reparat sau inlocuit daca i se va gasi un defect. Vezi Warranty (garantie). (English - A written assurance by the manufacturer that a product will be replaced or repaired to the customer's satisfaction if it is found to be defective or does not perform as intended. See Warranty)

Guaranteed Price - Asigurare data de producator unui intermediar de marketing care este obligat sa scada preturile, iar diferenta ii va fi returnata; scopul acestui pret garantat este sa-l faca pe intermediar sa comande o cantitate mai mare de produse. (English - An assurance given by a manufacturer to a marketing intermediary that if the wholesale price of a product is lowered while the

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intermediary is still holding stocks, the difference will be refunded; the purpose of the guaranteed price is to encourage the intermediary to order a large quantity of the product with confidence)

Guerrilla Marketing - Strategia de vizare a grupurilor mici si specializate de consumatori astfel incat marile companii vor gasi acest lucru prea minutios pentru a profita de el. (English - The strategy of targeting small and specialised customer groups in such a way that bigger companies will not find it worthwhile to retaliate)

Guided Dreams - Metoda de colectare de date calitative in cercetarea de marketing in care subiectii intervievati sunt rugati sa isi imagineze diverse lucruri; in acest context, cerectatotrul cauta sa gaseasca reactiile emotionale ale consumatorilor la branduri si produse specifice. Vezi Qualitative Marketing Research (cercetarea calitativa de marketing). (English - A method of collecting qualitative marketing research data in which respondents are asked to imagine they are dreaming or fantasising; whilst in this state, a researcher seeks their emotional reactions to particular products and brands. See Qualitative Marketing Research)

Gutter - Interiorul paginilor unde este legata o publicatie. (English - The inside page margins where a publication is bound)

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Habitual Decision Making - Luare de decizie sau rezolvarea unei probleme de catre consumator care necesita un efort minimal de cautare si evaluare a alternativelor inaintea achizitionarii. Se mai numeste si Automatic Response Behaviour, Routine Response Behaviour and Routinised Problem Solving. Vezi Extensive Problem Solving; Limited Problem Solving. (English - Consumer decision making or problem solving requiring only minimal search for, and evaluation of, alternatives before purchasing. Also referred to as Automatic Response Behaviour, Routine Response Behaviour and Routinised Problem Solving. See Extensive Problem Solving; Limited Problem Solving)

Halftone - Metoda de reproducere alb-negru a unei fotografii sau a unei ilustratii, prin reprezentarea unor umbre diferite si a unor nuante diferite de griuri formate din puncte albe si negre. (English - A method of reproducing a black and white photograph or illustration, by representing various shades of gray as a series of black and white dots)

Halo - Actiune prin care imaginea unui produs se reflecta/se transfera asupra altui produs. In gestionarea unei game de produse, tehnica haloului consta in :- comercializarea unui model de prestigiu, avand performante inalte (produs-fanion/de prestigiu), a carui imagine favorabila va fi transmisa si celorlalte modele ale liniei si intregii game;- folosirea unei marci-umbrela; noul produs va fi propulsat prin notorietatea de care se bucura pe piata acest nume de marca.In unele situatii, efectul de halo poate induce conotatii negative; spre exemplu, un produs cu performante sau o calitate necorespunzatoare poate afecta imaginea intregii game si chiar a firmei.

Halo Effect - Transferul calitatilor unui produs dintr-o anumita linie apartinand unei companii catre un alt produs; atribuirea sau asocierea calitatilor unui produs altor produse din aceeasi categorie. (English - The transfer of goodwill from one product in a company's line to another; the attribution, by association, of the qualities of one item to others in the group)

Halo Targeting - O expresie folosita pentru a descrie initiatorii procesului de cumparare/experimentalistii care influenteaza alte publicuri. (English - An expression used to describe reaching ‘early adopters’ in order to influence other groups)

Harta perceptiilor - Model grafic folosit pentru a vizualiza, pe un sistem de axe, pozitionarea pe piata a diferitilor competitori (marci concurente) sau a caracteristicilor diferitelor marci de produse. In acest fel sunt puse in evidenta structura pietei, gradul de diferentiere, atuurile si punctele slabe, nivelul comparativ al preturilor, beneficiile reale pe care produsele le pot aduce consumatorilor etc. Cu cat distanta pe harta dintre doua marci este mai mica, cu atat acestea sunt mai competitive, una in raport cu cealalta. Pozitiile neocupate indica posibile oportunitati ale pietei.

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Harvest Strategy - Decizie deliberata de reducere a cheltuielilor de orice fel pentru un anumit produs (de obicei in stadiul de declin al ciclului sau de viata), cu scopul de a maximiza profitul, chiar daca acesta actiune are ca rezultat colateral pierderea unor segmente de piata. Vezi Hold Strategy. (English - A deliberate decision to cut back expenditure of all kinds on a particular product (usually in the decline stage of its life cycle) in order to maximise profit from it, even if in doing so it continues to lose market share. See Hold Strategy)

Head hunting - Termen folosit in afaceri pentru a descrie procesul de "vanare" clandestina a staff-ului unei companii.

Head-to-Head Competition - Situatie competitiva caracteristica circumstantelor oligopolistice, in care a doua sau a treia companie decide sa atace liderul. (English - A competitive situation characteristic of oligopolistic circumstances, where the second or third leading company, decides to challenge the leader)

Hedonists - Formal, cei care cauta experiente placute in mod frecvent; indivizi care, prin natura lor, cauta produsele care le ofera cea mai mare placere, fara a lua in considerare caloriile, continutul de zahar sau de sare, nivelul de colesterol, colorantii, conservantii si asa mai departe; hedonistii sunt, mai mult de jumatate, consumatori de ciocolata, racoritoare, bere etc. (English - Formally, those who habitually seek pleasurable experiences; individuals who, by nature, seek products which provide them with the most pleasure, without regard to calories, sugar content, salt content, cholesterol levels, colouring or preservative additives, and so on; hedonists are above-average consumers of chocolates, soft drinks, beer, etc.)

Herzberg's Theory of Motivation - Teorie a motivatiei dezvoltata de Henry Hertzberg in care factorii care cauzeaza satisfactia sunt delimitati de cei care cauzeaza neasatisafactia. Astfel, consumatorii vor compara numarul de factori din ambele categorii inainte de a lua decizia de cumparare. Vezi Freudian Motivation Theory (teoria motivatiei a lui Freud); Maslow's Theory of Motivation (teoria motivatiei a lui Maslow). (English - A theory of motivation developed by Henry Herzberg in which satisfiers (factors that cause satisfaction) are distinguished from dissatisfiers (factors which cause dissatisfaction). Thus, consumers will compare the number and degree of satisfiers to the number and degree of dissatisfiers before making purchase decisions. See Freudian Motivation Theory; Maslow's Theory of Motivation)

Heterogeneous Shopping Goods - Bunuri percepute de consumatori ca fiind promovate diferit din punctul de vedere al calitatii si atributelor; pretul este, in consecinta, mai putin important. Vezi Homogeneous Shopping Goods; Shopping Goods. (English - Shopping goods perceived by consumers as markedly different in quality and attributes; price is consequently less important. See Homogeneous Shopping Goods; Shopping Goods)

Hiatus - O perioada din interiorul unei campanii cand programul advertiser-ului este suspendat un timp, dupa care se reia campania asa cum se poate vedea model de campanie burst, de exemplu(vezi: Burst Campaign). (English - A period during a campaign when an advertiser’s schedule is suspended for a time, after which it resumes, as seen in a burst laydown pattern for example (see Burst Campaign))

Hidden Objection - Obiectie neexprimata pe care un posibil cumparator o are in legatura cu produsul oferit de agentul de vanzari. Vezi Objection (obiectie); Invalid Objection (obiectie invalida); Stated Objection (obiectie exprimata); Valid Objection (obiectie valida). (English - An unstated objection which a prospective buyer has to a product offered by a salesperson. See Objection; Invalid Objection; Stated Objection; Valid Objection)

Hierarchy of Effects Models - Stadiile prin care trece un consumator, stimulat de promovarea de marketing, inainte de a lua decizia de cumparare; in modelul AIDA, stadiile sunt: constientizare, interes, dorinta, actiune; in modelul Lavidge & Steiner, stadiile sunt: ignoranta, constientizare, cunoastere, placere, preferinta, convingere, achizitie. (English - Various illustrations of the notion that marketing promotion induces consumers to move in steps from one mental state to the next before eventually deciding to purchase a particular product; in the AIDA model the steps, in ascending order, are awareness, interest, desire and action, while in Lavidge and Steiner's expanded model (1962) they are ignorance, awareness, knowledge, liking, preference, conviction and purchase)

High-Contact Retailing - Tendinta noua in retailing; retailerii incearca sa se pozitioneze astfel incat sa scoata in evidenta serviciile pe care le aduce produsul, si nu produsul in sine. (English - A recent trend in retailing in which some retailers attempt to position themselves by emphasising the services aspects of their products more than the goods themselves)

High-Involvement Products - Produse pentru care cumparatorul este pregatit sa depuna un efort mai mare si sa cheltuiasca mai mult timp pentru a-l gasi. Vezi Low-Involvement Products. (English - Products for which the buyer is prepared to spend considerable time and effort in searching. See Low-Involvement Products)

High-Price Strategy - Stabilire a pretului intr-un mod planificat, care se potriveste in situatiile de cerere inelastica, in care decizia companiei este de a mentine preturile ridicate; motivele care sustin aceasta strategie sunt crearea unui segment de piata super-premium, supraaglomerarea liniei de jos a pietei, crearea imaginii prestigioase pentru produs. Se mai numeste si Premium Pricing. (English - A planned approach to pricing, appropriate in situations of inelastic demand, in which an organisation decides to keep its

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prices high; reasons for such a strategy might include a growing super-premium segment of the market, overcrowding at the bottom-end of the market, or the desire to create a prestige image for the product. Also called Premium Pricing)

Historical Analogy - Previziune a vanzarilor in care rezultatele din trecut ale unui produs similar sunt folosite pentru a anticipa vanzarile pentru un produs nou. (English - An approach to sales forecasting in which the past sales results of a similar product are used to predict the likely sales of a similar new product)

Hits - Pe un site, un hit este un singur document cerut de utilizator, inregistrat automat in log file-ul server-ului site-ului respectiv. Hit-urile includ cereri pentru documente HTML, imagini, sunete, videoclipuri si alte tipuri de documente. De vreme ce cererea unei singure pagini de web adduce cu sine mai multe documente distincte – de exemplu, cautarea unei pagini HTML poate adduce cu sine 10 imagini grafice si in log for fi inregistrate 11 – numarul de hits de pe un site nu indica numarul publicului. Afisarile de pagina sau de bannere au inlocuit hit-urile ca metode principale de masurare a publicului in advertising-ul pe web(vezi: Banner Impressions, HTML, Log File, Page Impressions, Server, WWW, Web Page, Web Site). (English - A hit on a web site is a single file request by a user, recorded automatically by the log file of the site’s web server. Hits include requests for HTML files, image files, audio files or any other file types. Since a single web page request can bring with it a number of individual files - for example, a request for an HTML page carrying 10 graphic images will result in the log recording 11 hits, one for the HTML file and one for each of the graphic image files - the number of hits from a site is not a good indication of its audience size. Page or banner impressions have thus replaced hits as the preferred audience measurement currency for web advertising (see Banner Impressions, HTML, Log File, Page Impressions, Server, WWW, Web Page, Web Site))

Ho-Hum Products - Termen colocvial folosit cu referire la produsele folosite frecvent, in viata de zi cu zi (precum agrafele de birou, ace pentru desen, capse, post-it-uri) si care nu pot fi diferentiate de cele ale concurentei; cumparatorii acestor produse le vor alege de obicei pe cele mai ieftine. (English - A colloquial term used in reference to common, everyday items (such as paper clips, drawing pins, staples and scribble-pads) which cannot be differentiated significantly from those of competitors; purchasers of "ho-hum" products will generally favour the cheapest available)

Hoisting the Flag - Abordare in introducerea sau lansarea unui produs nou, folositoare cand costul de lansare este mic; o varianta noua este introdusa pentru a vedea daca este mai populara decat cea care exista deja. (English - An approach to product introduction or launching, useful when the cost of introducing a new item is low; a new variant is introduced to see if it proves more popular than an existing one)

Hold Strategy - Curs de actiune potrivit pentru un produs (de obicei in stadiul de declin al ciclului de viata), in care compania decide sa reduca cheltuielile la minim pentru a maximiza profitul inainte de a scoate produsul din linie. Vezi Harvest Strategy. (English - A course of action appropriate for a product (usually in the decline stage of its life cycle) in which a company decides to hold by keeping expenditure on it to a minimum to maximise the return before having to delete it from the line. See Harvest Strategy)

Holding Costs - Costuri asociate cu tinerea inventarului, stocare, iesire din uz, dobanzi, taxe; se mai numeste si Inventory Carrying Costs. (English - Costs associated with keeping inventory, including warehousing, spoilage, obsolescence, interest and taxes; also called Inventory Carrying Costs)

Holding power - Abilitatea de a tine audienta pe un canal. Reprezentata ca procent din audienta totala. (English - The ability to keep an audience throughout a broadcast, rather than having them change channels. It is represented as a percent of the total audience)

Holdover audience - Procent din audienta unui canal care au vazut sau care au ascultat doua emisiuni la rand. (English - The percent of a program's audience that watched or listened to the immediately preceding program on the same station)

Home Shopping - Forma de vanzare care include vanzarea prin intermediul televiziunii (articolele sunt aratate la televizor astfel incat consumatorii sa poata face comanda lor prin telefon), videotextului sau a cataloagelor electronice de cumparaturi etc. (English - Forms of non-store retailing which include television home shopping (in which articles are demonstrated on TV so that consumers can place telephone orders for direct-to-home delivery), videotext or electronic catalogue shopping, etc)

Homogeneous Shopping Goods - Bunuri percepute de consumatori ca fiind asemanatoare din punctul de vedere al calitatii si al atributelor; in consecinta, pretul este factorul decident in achizitie. Vezi Heterogenous Shopping Goods; Shopping Goods. (English - Shopping goods perceived by consumers to be essentially the same in quality and attributes; price is consequently the deciding factor. See Heterogenous Shopping Goods; Shopping Goods)

Horizontal Channel Conflict - Dezacord intre membrii aflati la acelasi nivel al unui canal de marketing, de exemplu dezacord intre doi distribuitori sau intre doi retaileri. Vezi Channel Conflict; Inter-Type Channel Conflict; Vertical Channel Conflict. (English - Discord among members at the same level of a marketing channel, eg. wholesaler-wholesaler discord or retailer-retailer discord. See Channel Conflict; Inter-Type Channel Conflict; Vertical Channel Conflict)

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Horizontal Co-Operative Advertising - Advertising platit de doi sau mai multi membri de la acelasi nivel intr-un canal de distributie; fiecare plateste o parte din costul total. (English - Shared advertising by two or more members at the same level of a distribution channel, each paying part of the total cost)

Horizontal discount - Discount in achizitia spatiului mediatic, oferit in baza promisiunii ca firma va utiliza respectivul canal pe o perioada mai mare. (English - A discount on a media purchase resulting from a promise to advertise over an extended period of time)

Horizontal Diversification - Strategie de dezvoltare in care compania cauta sa adauge la liniile de produse pe care le are unele noi, care ii vor atrage pe clientii deja existenti. Vezi Concentric Diversification; Conglomerate Diversification. (English - A growth strategy in which a company seeks to add to its existing lines new products that will appeal to its existing customers. See Concentric Diversification; Conglomerate Diversification)

Horizontal Integration - Strategie de crestere in care compania cauta sa intre in posesia sau sa aiba un control mai mare asupra concurentilor sai. Vezi Backward Integration; Forward Integration. (English - A strategy for growth in which a company develops by seeking ownership of, or some measure of control over, some of its competitors. See Backward Integration; Forward Integration)

Horizontal Market - Piata a unui produs care este achizitionat de mai multe ramuri industriale. Vezi Vertical Market (piata verticala). (English - A market for a product which is bought by many industries. See Vertical Market)

Horizontal Marketing Management - Organizarea unor activitati de marketing de catre firme independente, aflate la acelasi nivel intr-un canal de marketing, astfel incat sa existe o stransa colaborare in activitatile de cumparare, promovare etc, cu scopul de a atinge scalele economice. (English - The organisation of marketing activities by independent firms on the same level in a marketing channel so that they work closely together in buying, promotion, etc. to achieve economies of scale)

Horizontal Price Fixing - Practica, de obicei ilegala, de vanzare a diferitelor branduri ale aceluiasi produs, care cad de acord ca ceara acelasi pret consumatorilor. Vezi Collusion; Price Fixing; Vertical Price Fixing. (English - The practice, usually unlawful, of sellers of different brands of the same product making agreements to charge the same price to consumers. See Collusion; Price Fixing; Vertical Price Fixing)

Horizontal Publication - O publicatie al carei continut editorial, ca si publicul, este larg, acoperind o gama larga de caracteristici demografice, spre deosebire de o vertical publication, care se ocupa de subiecte specifice si acopera un public segmentat(vezi: Vertical Publication). (English - A publication whose editorial content and audience appeal is broad, spanning a range of demographics, as opposed to a vertical publication, which deals with one specific topic and appeals to a far more segmented audience (see Vertical Publication))

Hot line - Linie "fierbinte", numar telefonic destinat acordarii de asistenta directa si permanenta consumatorilor/utilizatorilor unui produs (un serviciu post-vanzare la dispozitia clientelei). In reteaua Internet: asistenta telefonica asigurata de editori de programe sau prestatori de servicii (disponibila cateva ore pe zi).

House agency - Agentie de advertising aflata in posesia unei companii, care se ocupa de campaniile acesteia de advertising. (English - An advertising agency owned and operated by an advertiser, which handles the advertiser's account)

House organ - Publicatie aflata in posesia unei companii, folosita pentru a promova produsele si/sau serviciile acesteia. (English - A publication owned and operated by an advertiser, and used to promote the advertiser's products or services)

House to House Distribution - Livrarea de bunuri sau de materiale scrise la resedintele consumatorilor. (English - Delivery of goods or literature to the consumer's front door or mailbox)

Households using television (HUT) - Numarul de resedinte dintr-o piata specifica, care urmaresc acelasi post de televiziune in acelasi timp. (English - The number of households in a given market watching television at a certain time)

Hypermarket - Hipermarket; magazin de dimensiuni foarte mari (suprafata minima de vanzare este de 2.500 mp, 5.500 mp in medie, in Franta), ajungand si la peste 20.000 mp, care desface un asortiment larg de bunuri cu circulatie rapida dar si alte categorii de produse (circa 35.000 - 40.000 de referinte), in sistem autoservire (in aproape toate raioanele), la preturi joase/competitive (engl. - popular prices). Dispune de vaste parcari proprii si statie de alimentare cu carburant si practica o marja de adaos relativ scazuta (pana la 20%), fiind orientate catre o politica de imagine si de calitate, promovarea unor marci proprii si de distributie. Datorita dimensiunilor foarte mari, aceste structuri comerciale sunt amplasate, de regula, la periferia marilor orase (engl. - out-of-town shopping centre), in apropierea cailor importante de comunicatie, necesitand mijloace proprii de transport.

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Exemplu: in Franta - Carrefour, primul hypermarche, inaugurat in1963 (din 2001 si in Romania), Leclerc, Casino, Auchan, Mammouth.

Hypertext - Orice text de pe o pagina de web, care contine un link catre o alta parte a aceleasi pagini, catre alta pagina sau catre orice alt file(probabil pentru a rula o animatie/audio/video sau pentru a downloada un document). Cuvintele hypertext sunt subliniate pe paginile web. Link-urile exista de cele mai multe ori sub forma grafica: butoane, bannere sau alte tipuri de imagini de pe o pagina(vezi: Banner, Buttons, Click, Click-Through, WWW, Web Page). (English - Any text on a web page that contains a clickable link to another part of the same page, to another web page or to any other file (possibly to trigger an animation/audio/video or to download a file). Hypertext words are typically underlined on web pages. Clickable links to other pages or files are also often graphical, such as buttons and ad banners, or any of the other images on a page (see Banner, Buttons, Click, Click-Through, WWW, Web Page))

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