دیکشنری مدیریت بازاریابی – صفحه ۵

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Strategic planning برنامه ریزی استراتژیک The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities. It involves defining a clear company mission, setting supporting objectives, designing a sound business portfolio, and coordinating functional strategies
Mission statement  بیانیه ماموریت A statement of the organization’s purpose—what it wants to accomplish in the larger environment
Business portfolio  سبد سرمایه گذاری کسب و کار The collection of business and products that make up the company
Portfolio analysis  تحلیل سبد سرمایه گذاری A tool by which management identifies and evaluates that various businesses that make up the company
Strategic Business Unit (SBU)  واحد تجاری استراتژیک A unit of the company that has a separate mission and objectives and that can be planned independently from other company business. An SBU can be a company division, a product line within a division, or sometimes a single product or brand
Diversification  تنوع A strategy for company growth by starting up or acquiring businesses outside the company’s current products and markets
Growth-share matrix ماتریس BCG

ماتریس سهم-رشد

A portfolio-planning method that evaluates a company’s strategic business units in terms of their market growth rate and relative market share. SBU’s are classified as stars, cash cows, question marks, or dogs
Product-market expansion grid شبکه پخش بازار محصول A portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversification
Market penetration  رسوخ در بازار A strategy for company growth by increasing sales of current products to current market segments without changing the product
Market development  توسعه بازار A strategy for company growth by identifying and developing new market segments for current company products
Product development توعه محصول A strategy for company growth by offering modified or new products to current market segments. Developing the product concept into a physical product in order to ensure that the product idea can be turned into a workable product
Marketing process فرایند بازاریابی The process of (1) analyzing marketing opportunities, (2) selecting target markets, (3) developing the marketing mix, and (4) managing the marketing effort
Demand or market levels  سطح بازار یا تقاضا population, potential, available, qualified, served, and penetrated
Company strategies استراتژی های شرکت low cost, differentiation, focusing
Market strategies استراتژی های بازار positioning, innovation, life cycle, competition, global reach
Homogeneity and heterogeneity  همگن و غیرهمگن extremes of consistency influencing pricing, targeting, and a size of target segment for product
Competitive strategies استراتژی های رقابتی challenger, competitive position, market leader, follower, nicher
Ansoff matrix  ماتریس انساف penetration, diversification and development of products and markets depending on new or mature markets or products
Portfolio سبد سرمایه گذاری A collection of businesses owned and managed by a parent corporation
Individualized portfolio techniques تکنیکهای سبدسازی فردی Portfolio techniques which develop specific company definitions of business strength, and of market attractiveness, rather than using the simpler definitions of the Boston Consulting group for those factors of market share and market growth
Stars  ستاره ها A company‘s ‚big winners‘ – business that hold high relative market shares in high-growth markets
Strategy استراتژی The major objectives of the organisation and a general plan for achieving these objectives
Strategic management  مدیریت استراتژیک The management of a strategy; it involves at least four steps, i.e. analysing, planning, implementing, and control
۸۰/۲۰ principle  اصل، قانون ۲۰/۸۰ A “law” which states that 80 percent of business in a territory comes from 20 percent of accounts- and, controversially, that only 20 percent of business comes from the other 80 percent of accounts (which is in reality only approximate)
Marketing strategy استراتژی بازاریابی An overall statement of an organisation‘s goals in terms of markets (Who are our customers) and products (What are we selling) = The marketing logic by which the business unit hopes to achieve its marketing objectives
Strategic business unit  واحد تجاری استراتژیک A single business with its own unique goal or mission, its own products or services, its own identifiable group of customers, its own competitors, its own resources, and a responsible manager
Strategic control کنترل استراتژیک The control of major strategy directions
Market segmentation بخش بندی بازار (۱) The division of large, dissimilar populations into smaller, more similar groups. (2) The process of subdividing large, heterogeneous (dissimilar) whole markets into smaller, homogenous (similar) parts of submarkets = Dividing a market into distinct groups of buyers on the basis of needs, characteristics, or behaviour who might require separate products or marketing mixes
Market segment  بخش بازار A group of consumers who respond in a similar way to a given set of marketing efforts
Segment marketing بازاریابی بخش Isolating broad segments that make up a market and adapting the marketing to match the needs of one or more segments
Niche marketing بازاریابی نیش Focusing on subsegments or niches with distinctive traits that may seek a special combination of benefits
Micromarketing   بازاریابی خرد The practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations—includes local marketing andindividual marketing
Local marketing بازاریابی محلی Tailoring brands and promotions to the needs and wants of local customer groups—cities, neighborhoods, and even specific stores
Individual marketing  بازاریابی فردی Tailoring products and marketing programs to the needs and preferences of individual customers—also labeled one-to-one marketing, customized marketing, and markets-of-one marketing
Segmentation variables   متغیرهای بخش بندی Factors by which market segments are formed, e.g., geographic, demographic, socio-economic, behavioural, and psychographic variables
Geographic segmentation  بخش بندی جغرافیایی Dividing a market into different geographical units such as nations, states, regions, counties, cities, or neighborhoods
Demographics  جمعیت شناختی A catchall term referring to particular variables describing populations, such as age , wages ,
Age and life-cycle segmentation  بخش بندی سن و چرخه عمر Dividing a market into different age and life-cycle group
Gender segmentation بخش بندی جنسیتی Dividing a market into different groups based on s-e-x
Income segmentation بخش بندی درآمدی Dividing a market into different income groups
Behaviouristic segmentation بخش بندی رفتارگرا A method of segmenting a market by dividing customers into groups based on their usage, loyalties, or buying responses to a product or service
Psychographics روانشناختی The system of measurement of life styles
Psychogenic needs  نیازهای روانشناختی Needs which arise from learning and socialisation
Behavioral segmentation بخش بندی رفتاری Dividing a market into groups based on consumer knowledge, attitude, use, or response to a product
Benefit segmentation بخش بندی فایده A method of segmenting markets on the basis of the major benefits consumers seek in a product or service
Occasion segmentation  بخش بندی سببی Dividing the market into groups according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item
Intermarket segmentation بخش بندی درون بازار Forming segments of consumers who have similar needs and buying behavior even though they are located in different countries
Target market بازار هدف A set of buyers sharing common needs or characteristics that the company decides to serve
Market targeting هدفگیری بازار The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter
Differentiated marketing بازاریابی متفاوت The strategy of pursuing several market segments with particular products and marketing mixes designed for the needs of each / A type of marketing strategy whereby a firm offers products or services to a number of market segments and develops separate marketing strategies for each
Undifferentiated marketing بازاریابی غیر متفاوت The process opposite of market segmentation; i.e., marketers define their products as broadly as possible and promote a product or service to anyone capable of making a purchase
Concentrated marketing بازایابی متمرکز The strategy of focusing on a single, easily defined, profitable market segment
Product-oriented positioning جایگاه یابی محصول محور The strategy that rests on some attribute inherent in a product’s makeup, packaging, use, or price
Market positioning جایگاه یابی بازار Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers
Product positioning جایگاه یابی محصول The process by which marketers create and image in buyers’ minds and control buyers’ perceptions of their product
Repositioning  جایگاه یابی مجدد The conscious effort to change consumers’ perceptions of a product – may be in order when marketers discover that a product appeals to other market segments
Consumer oriented positioning جایگاه یابی مصرف کننده محور The strategy aimed at getting the consumer to perceive a product in some unique, personally related manner, regardless of the product’s characteristics
Value proposition  ارزش پیشنهادی The full positioning of a brand—the full mix of benefits upon which it is positioned.
Marketing planning  برنامه بازاریابی The process through which an organisation designs the offerings that will satisfy the needs of its target markets

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