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| Marketing research | تحقیقات بازار / مطالعات بازار | The systematic and objective research for and analysis of information relevant to the identification and solution of any problem in the field of marketing |
| Marketing plan | برنامه بازاریابی | A written document that contains the firm’s marketing strategy and tactics |
| Product life cycle | چرخه عمر محصول | The product‘s stages of development, which consist of introductory, growth, maturity and decline stage |
| Demand curve | منحنی تقاضا | A curve that specifies the quantities demanded at various prices at a given time |
| Experience curve | منحنی تجربه | A curve reflecting the fact that the costs of doing something tend to decrease as the organisation gains experience doing it |
| Fad | مد زودگذر | A cycle that is different from fashion only in the length of time, which is relatively short |
| Fashion | مد | A cycle usually starting with a designer‘s need to be different, and his or her sense that the new design will be acceptable to at least a segment of the market |
| Life cycle extension | گسترش چرخه عمر | The process of finding new uses for the same product by the same users |
| Market modification | اصلاح بازار | turning non-users to users, entry on new segments, reaching customers of competitors, more frequent and heavier use of product |
| Product modification | اصلاح محصول | improvement quality, features and style of product |
| Mix modification | اصلاح مخلوط | special and volume discounts, credit accessibility, broadening assortment, more outlets, channels, advertising costs, change of message, media, timing, rebates, gifts, display, territories, delivery speed, and servicing |
| Introductory stage | مرحله مقدماتی | A stage in a product‘s life in which an innovation is alone in the market |
| Growth stage | مرحله رشد | A stage in a product‘s life in which sales and profits grow rapidly, competitors are attracted to the growing market, and cash flow can still be negative because of firm‘s efforts to establish a strong market share ahead of competitors. The market is usually turbulent in this period |
| Maturity stage | مرحله بلوغ | A stage in which sales growth slows, the market becomes saturated, and profits are high but begin to decline as market leaders cut prices in order to gain share |
| Decline stage | مرحله افول | A stage in which total demand decreases, leading to a further dropout of competitors until only a few remain |
| Alternatives of introductory pricing | جایگزین های قیمت گذاری مقدماتی | slow, and rapid penetration, eventually skimming |
| Concept testing | آزمون مفهوم | A process involving the accumulation and evaluation of consumers‘ reactions to a new product idea before the product is actually developed |
| Market share analysis | ارزیابی سهم بازار | An evaluation of the firm‘s performance in comparison to that of its competitors |
| Relative market share | سهم نسبی بازار | A firm‘s market share divided by the market share of its largest competitor |
| Secular trends | روندهای سکولار | The raising or falling patterns of sales over a period of years |
| Seasonal patterns | الگوهای فصلی | The consistent sales patterns within a year which are based on factors such as weather or holidays |
| Growth-share matrix | ماتریس سهم-رشد | A matrix that explains how market share, market growth, and cash flows are related |
| Marketing implementation | پیاده سازی بازاریابی | The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives |
| Marketing audit | حسابرسی بازاریابی | A comprehensive, systematic, independent, and periodic examination of a company’s environment, objectives, strategies, and activities to determine problem areas and opportunities and to recommend a plan of action to improve the company’s marketing performance |
| Barrier to entry | مانع ورود | Conditions that make difficult for a firm to enter the market in a particular industry, such as high advertising budgets |
| Price | قیمت | Both the value that buyers place on what is exchanged and the marketers’ estimates of that value |
| Target costing | هزینه‌یابی هدف | Pricing that starts with an ideal selling price, then targets costs that will ensure that the price is met |
| Fixed costs | هزینه‌های ثابت | Costs that do not vary with production or sales level |
| Variable costs | هزینه‌های متغیر | Costs that vary directly with the level of production |
| Total costs | هزینه‌های ثابت | The sum of the fixed and variable costs for any given level of production |
| Experience curve (learning curve) | منحنی یادگیری | The drop in the average per-unit production cost that comes with accumulated production experience |
| Demand curve | منحنی تقاضا | A curve that shows the number of units the market will buy in a given time period at different prices that might be charged |
| Price elasticity | کشش قیمت | A measure of the sensitivity of demand to changes in price |
| Total costs approach | هزینه کل توزیع | An overall examination of the costs involved in moving finished goods from the end of the production line into customers’ hands |
| Break-even pricing (target profit pricing) | قیمت نقطه سربرسر
قیمتگذاری برای تولید سود |
Setting price to break even on the costs of making and marketing a product; or setting price to make a target profit |
| Value-based pricing | قیمتگذاری بر اساس ارزش درک شده مشتری | Setting price based on buyers’ perceptions of value rather than on the seller’s cost |
| Value pricing | قیمتگذاری بر اساس قیمت تمام شده و خدمات ارائه شده | Offering just the right combination of quality and good service at a fair price |
| Competition-based pricing | قیمتگذاری رقابتی | Setting prices based on the prices that competitors charge for similar products |
| Equilibrium (market) price | قیمت تعادلی | The price at the point where supply equals demand |
| Basic price | قیمت پایه | The amount marketers estimate consumers will pay for the core product |
| List price | لیست قیمت | The amount at which a product is priced for final buyers, whether individual consumers or organisation |