Part II Texts for Supplementary reading

marketing communication -

маркетингова комунікація

market segmentation -

сегментування ринку

market targeting -

вибір цільових ринків

geographic segmentation -

географічний принцип сегментації

benefit segmentation -

сегментація на засадах вигоди

demographic segmentation -

демографічний принцип сегментації

situation segmentation -

сегментація на основі приводу

psychographic segmentation -

психографічна сегментація

volume segmentation -

сегментація по обсягу споживання

consumer behaviour -

поведінка споживача

culture -

культура

learning -

засвоєння

reference group -

пробна група

subculture –

субкультура

secondary data -

вторинні дані

primary data -

первинні дані

focus group studies -

групові інтерв'ю

consumer advisory boards -

відділи рекомендацій споживачів

survey research -

опитування

questionnaire -

анкета

Marketing communication –

talking with target markets to be sure that one product, price and all other aspects of the exchange situation are what is wanted.

Market segmentation –

process of dividing the total market into several sub-markets (segments) that have similar characteristics.

Market targeting –

the process by which an organization decides which market to serve.

Geographic segmentation –

divides the market into separate geographic areas.

Demographic segmentation –

divides the market into groups by age, sex, income, and similar categories.

Psychographic segmentation –

divides market by volume, attitudes, and interests.

Benefit segmentation –

divides the market by benefits desired.

Situation segmentation –

separates out those situations in which the product may be used.

Volume segmentation –

divides the market into user categories: heavy, medium, light, and non users.

Consumer behaviour -

the study of buyer's actions in the market place.

Culture –

the set of values, attitudes and ways of doing things that are transmitted from one generation to another in a given society.

Learning –

involves changes in an individual's behaviour resulting from previous experiences and information

Reference group -

the group that an individual uses as a reference point in the formation of his or her beliefs, attitudes, values or behaviour.

Subculture -

the set of values, attitudes and ways of doing things that result in belonging to a certain nationality group, religious group, racial group or other group to which one closely identifies.

Marketing research –

a major function used to find needs and to determine the most effective and efficient ways to satisfy those needs.

Secondary data –

already-published research result from journals, trade associations, the government, informational services, libraries, and other sources.

Primary data –

refers to results of one's own research..

Focus group studies –

unstructured interviews with 6 to 15 people who represent a target market to obtain their beliefs and feelings about a company and its products and other similar subjects.

Consumer advisory boards –

panels of consumers who meet on regular basis over time to advise managerial decision makers on ideas and products.

Survey research -

Includes a variety of techniques designed to get the personal views of some sample of the target markets.