kolokwium 14.11

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término definición
Brand
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A brand is a name (or sometimes a sign, symbol or design) used to identify the goods or services of a particular manufacturer, seller or supplier, and to differentiate them from the goods or services of competitors.
Product
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A product is defined by marketers as anything capable of satisfying a need or want (including services such as bank loan, a haircut, a meal in a restaurant, or a skiing holiday).
Product line
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A product line is a group of closely related products, which usually have the same function and are sold to the same customer groups through the same outlets.
Product mix
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A product mix is the set of all the product lines and items offered by a company.
convenience goods
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Convenience goods are cheap and simple "low involvement" products which people use regularly and buy frequently with little effort, without comparing alternatives.
Towary specjalne są trwałymi towarami o unikalnych cechach, które informowały o konflikcie
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durable goods with unique characteristics that informed con
shopping goods
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Shopping goods are "high involvement" products for which consumers generally search for information, evaluate different models, and compare prices, and take time to make a selection.
Produkuj proces wycofywania produktów z rynku, gdy nie są już opłacalne.
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Produc the process of withdrawing products from the market when they are no longer profitable.
line-filling
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Line-filling means adding further items in that part of a product range which a line already covers, in order to compete in competitor's niches, to utilize excess production capacity, and so on.
line-stretching
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Line-stretching means lengthening a company's product line, either moving up-market or down-market in order to reach new customers, to enter growing or more profitable market segments, to react to competitors' initiatives, and so on.
Brand-switcher
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A consumer who shows no loyalty to a particular brand, but changes among competing products.
Brand image
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The public's beliefs and perceptions about a particular product.
Brand loyalty
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The commitment of consumers to a particular brand.
Free sample
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A small amount of a new product given to consumers to encourage them to try it.
Industrial buyer
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Someone who purchases goods or services that will be used in the production or supply of other goods or services.
Initial trial
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The first time a consumer buys a product to see what it's like.
Loss leader
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A popular product sold with no profit, in order to attract customers to a store.
Price-conscious (adjective)
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Strongly influenced by the price when buying goods or services.
Purchasing cycle
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The average length of time between a consumer's repeat purchases of the same brand.
Redeemable coupon
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A certificate offering consumers a price reduction on a particular product.
To attract customers
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przyciągnąć klientów
To counter a competitor’s promotion
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przeciwdziałać promocji konkurenta
To maintain market share
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utrzymać udział w rynku
To offer a price reduction
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obniżyć cenę
To stimulate sales
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stymulować sprzedaż
To try out a new product
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wypróbować nowy produkt
Lunch
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send a rocket into space or the new ship into water for the first time
Target
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aim at something – when shooting at something
Skim
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remove something from the surface of something – cream from milk
Penetrate
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go into something – a bullet into a body
Flood
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cover with water – when the river bursts its banks
Push
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move something away from you
Blitz
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drop a lot of bombs on one area
Saturate
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when some soft substance is full of water so that it cannot absorb any more
Collapse
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fall down suddenly – a building during earthquake
Shrink
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when something gets smaller – clothes when they are washed
Dry up
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when all the liquid in something disappears – perhaps because of too much heat
Prune
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when you cut branches off a tree so that it will grow better in the future

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