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Advertising. Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

 

Brand. A company or product name, term, sign, symbol, design—or combination of these—that identifies the offerings of one company and differentiates them from those of competitors.

 

Brand image. A customer's perceptions of what a brand stands for. All companies strive to build a strong, favorable brand image.

 

Competition. All of the actual and potential rival offerings and substitutes that a buyer might consider.

 

Competitor. Any company that satisfies the same customer needs that another firm satisfies.

 

Demand. A want for a specific product that is backed by a customer's ability to pay. For example, you might want a specific model car, but your want becomes a demand only if you're willing and able to pay for it.

 

Differentiation. The act of designing a set of meaningful differences to distinguish a company's offering from competitors' offerings.

 

End users. Final customers who buy a product.

 

Exchange. The core of marketing, exchange entails obtaining something from someone else by offering something in return.

 

Industry. A group of firms that offer a product or class of products that are close substitutes for each other.

 

Marketer. Someone who is seeking a response—attention, a purchase, a vote, a donation—from another party.

 

Marketing. The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.

 

Marketing channels. Intermediary companies between producers and final consumers that make products or services available to consumers. Also called trade channels or distribution channels.

 

Marketing concept. The belief that a company can achieve its goals primarily by being more effective than its competitors at creating, delivering, and communicating value to its target markets. The marketing concept rests on four pillars: (1) identifying a target market, (2) focusing on customer needs, (3) coordinating all marketing functions from the customer's point of view, and (4) achieving profitability.

 

Marketing mix. The set of tools—product, price, place, and promotion—that a company uses to pursue its marketing objectives in the target market.

 

Marketing network. A web of connections among a company and its supporting stakeholders—customers, employees, suppliers, distributors, and others—with whom it has built profitable business relationships. Today, companies that have the best marketing networks also have a major competitive edge.

 

Market-oriented strategic planning. The managerial process of developing and maintaining a viable fit among a company's objectives, skills, and resources and its changing market opportunities.

 

Need. A basic human requirement, such as food, air, water, clothing, and shelter, as well as recreation, education, and entertainment.

 

Positioning. The central benefit of a market offering in the minds of target buyers; for example, a car manufacturer that targets buyers for whom safety is a major concern would position its cars as the safest that customers can buy.

 

Procurement. The process by which a business buys materials or services from another business, with which it then creates products or services for its own customers.

 

Product concept. The belief that consumers favor products that offer the most quality, performance, or innovative features.

 

Product. Any offering that can satisfy a customer's need or want. Products come in 10 forms: goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.

 

Production concept. The belief that customers prefer products that are widely available and inexpensive.

 

Profitable customer. An individual, household, or company that, over time, generates revenue for a marketer that exceeds, by an acceptable amount, the marketer's costs in attracting, selling to, and servicing that customer.

 

Prospect. A party from whom a marketer is seeking a response—whether it's attention, a purchase, a vote, and so forth.

 

Relationship marketing. Building long-term, mutually satisfying relations with key parties—such as customers, suppliers, and distributors—to earn and retain their longterm business.

 

Sales promotion. A collection of incentive tools, usually short term, designed to stimulate consumers to try a product or service, to buy it quickly, or to purchase more of it.

 

Satisfaction. A customer's feelings of pleasure or disappointment resulting from comparing a product's perceived performance with the customer's expectations of that performance.

 

Selling concept. The belief that companies must sell and promote their offerings aggressively because consumers will not buy enough of the offerings on their own.

 

Societal marketing concept. The belief that a company's task is to identify the needs, wants, and interests of target markets and to deliver the desired satisfactions better than competitors do—but in a way that preserves or enhances consumers' and society's wellbeing.

 

Supply chain. The long series of activities that result in the creation of raw materials, then components, and then final products that are carried to final buyers. A supply chain includes the marketing channels that bring products to customers.

 

Value. The ratio between what a customer gets and what he or she gives in return.

 

Want. A desire that occurs when a need is directed to specific objects that might satisfy that need; for example, a hamburger is a want that might satisfy the need for food.

 

izvor: Harvard ManageMentor | Marketing Essentials

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Ovo sam skinuo jos pre nekoliko meseci za svoje potrebe, a poslednjih deset dana razmisljam da to postavim. Avaj, u poslednja dva dana su se desile potpuno neocekivane, zapravo, neplanirane stvari na dragoj nam DZ, pa sad rizikujem da ce ispasti da se jos i shlihtam... <_<

 

No, i Djordano Bruno je bio spaljen na lomachi... :rolleyes: :lol: :P

Dictionary_of_Advertising.zip

Edited by frenchman

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Evo novih linkova, vrlo dobrih:

 

Marketing Terms Dictionary - odlican online recnik marketinga na sajtu cuvene American Marketing Association. U principu, bogat je pojmovima vezanim za uskostrucnu akademsku marketing teoriju, ali i oni vezani za prakticni, primenjeni deo su vise nego brojni.

 

Brand - Wikipedia edition :) - na jednom od Interbrand-ovih sajtova, jedni dizu u nebesa, a drugi ovaj post smatraju sramotom za advertising bransu. Pa sad,... Kako ide ona, za dobrim konjem se prasina dize? :) Mada mislim da je vecina ovo verovatno vec videla tj. procitala, svakako detaljan post sa rather interesting informacijama o razlicitim konceptima/aspektima brenda, istorijatu, itd. Obratiti paznju na linkove sa desne strane - pregrst!

 

 

Uzivajte!

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Znam da je malo bajata tema, ali informacije sigurno nisu postale bajate do sada. :)

 

U svakom slučaju, razne reči imaju razne definicije... u zavisnosti od tačke gledišta. Enciklopedijske definicije sam susretao i ranije, i znam da ih mnogi uzimaju zdravo za gotovo, ali uvek sam imao negde taj osećaj da nešto tu ne štima. Tek nakon što sam se susreo sa web analitikom i konceptom "uvida koji vode ka akciji" (actionable insights), konačno sam shvatio šta tu ne štima. Ne štima taj trip da sam pročitao dobro sročenu definiciju koja zapravo ne govori ništa o tome kako da se to saznanje upotrebi na koristan način.

 

Kako definicija, na primer, Wikipedijina "advertajzinga" pomaže računovođi da obračuna troškove proistekle iz neke kampanje? Kako dizajneru definicija reči "brend" pomaže da svoj posao radi bolje? Itd. Kapirate već. U suštini, svaka delatnost bi trebalo da ima svoj rečnik pojmova koji omogućava stručnjacima da svoj posao obavljaju sa više osećaja za kontekst u kome se oni bave svojim poslom.

 

Dole ću pokuštati da dam primere definicija za koje ja smatram da vrše posao za ljude koji rade u advertajzingu. Naravno, ne tvrdim da su navedene definicije kompletne, niti dovoljno precizne u nekim slučajevima. One su tu radi ilustracije. (Koristite ih na svoju odgovornost!) :D

 

advertajzing

Aktivnosti koje u svesti potrošača dovode do povezivanja (i nadogradnje) odabranih reči, slika i drugih čulnih nadražaja sa odabranim brendom (vidi brend).

 

brend

Skup svih intelektualnih i čulnih iskustava koje potrošač dovodi u vezu sa određenom pojavom, osobom ili proizvodom. Na brend utiče svaki aspekt nekog entiteta (kompanije, osobe, proizvoda), bilo da se radi o direktnoj komnikaciji sa potrošačima, performansama proizvoda, ili namernim i nenamernim PR-om...

 

identitet brenda

Skup obeležja (npr, slogan, logo, kombinacije boja, grafički stil) kojim se identifikuje brend (vidi brend)

 

imidž (brenda)

Skup sudova koje potrošač donosi u vezi sa brendom. Ti sudovi su kao neka vrsta prizme kroz koji se posmatra svaki kontakt sa brendom i zbog toga se posmatranje, procena i kontrola imidža smatra jednom od najbitnijih marketinških aktivnosti (ili bi bar bilo dobro da je tako).

 

svest o brendu

(brand awareness) Stepen prisustva brenda u svesti potrošača (vidi brend). Ovaj pojam se često i nepravilno zamenjuje potrošnjom proizvoda.

 

konkurencija

Entiteti čije aktivnosti imaju potencijal da iznude jednak ili bolji sud potrošača.

 

marketing

Skup svih aktivnosti koje dovode proizvod u direktan kontakt sa javnošću.

 

pozicioniranje

Relativni odnos sudova koje potrošači donose o određenoj pojavi, osobi ili proizvodu u odnosu na druge pojave, osobe ili proizvode.

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