Тема 7. Маркетинг как форма предпринимательства
175. Marketing (маркетинг) –the process of finding out what customers want and channeling a flow of goods and services to meet those wants.
176. Marketing research (маркетинговое исследование) – the systematic gathering, recording, processing, and analyzing of marketing data, which will help the marketing executive to uncover opportunities and to reduce risks in decision-making.
177. Primary data (первичные данные) – data collected specifically for the project at hand.
178. Secondary data (вторичные данные) – data that have been collected for another project and have already been published. Sources can be in-house or external.
179. Marketing research environment (среда маркетингового исследования) – interface among involved parties in the marketing community, which includes the marketing executive, the marketing researcher, marketing research suppliers, tab houses, advertising agencies, local field services, and consultants.
180. Market decision support system (MDSS) (система поддержки маркетингового исследования) – computer-based procedures and methods that regularly generate, store, analyze, and disseminate relevant marketing information.
181. Marketing research suppliers (поставщики информации для маркетингового исследования) – the primary data gatherers and analysts who execute studies and/or take ultimate responsibility for all technical aspects of a research project.
182. Tab houses (учетные организации) – outside suppliers that perform tabulating work and other analyses when neither the client nor the marketing research supplier has the necessary computing resources.
183. Effective buying income (EBI) (действующий покупательский доход) – is disposable personal income – that amount of gross income available after taxes to purchase goods and services.
184. Buying power index (BPI) (индекс покупательской способности) – is a weighted index that converts three basic elements – population, EBI, and retail sales – into a measurement of a market’s ability to buy, expressed as a percentage of U.S. potential.
185. Cost-per-thousand (CPT) (затраты на тысячу) – cost efficiency calculation that represents a television program’s ability to deliver the largest target audience at the smallest cost.
186. Audit (аудит) – a formal examination and verification of either how much of a product sold at the store level or how much of a product has been withdrawn from warehouses and delivered to retailers.
187. Repeat purchasing (повторная закупка) – in the case of those products that are purchased frequently and repeatedly – includes five-stage model: problem recognition, information search, and evaluation of alternatives, purchase decision, post-purchase behavior.
188. Sampling (отбор) – identification of a group of individuals or households who can be reached by mail, telephone, or in person, and who possesses the information relevant to solving the marketing problem at hand.
189. Census (перепись) – a complete enumeration of the prespecified group.
190. Target population (целевая аудитория) – set of people, products, firms, markets, that contains the information that is of interest to the researcher.
191. Sample (образец) – a subject of the target population from which information is gathered to estimate something about the population.
192. Total survey error (совокупная погрешность исследования) – the difference between the overall population’s true mean value and the mean observed value obtained from the particular sample of respondents.
193. Tolerance level (допустимое отклонение) – the allowable difference permitted between the estimate and its known true population value.
194. Relative tolerance level (относительно допустимое отклонение) – the difference between the estimate and its unknown true population value, expressed as a percentage.
195. Coefficient of variation (коэффициент вариации) – a measure of relative dispersion given by dividing the population mean by its standard deviation.
196. Comparative scaling (сравнительное сопоставление) – scaling process in which the subject is asked to compare a set of stimulus objects directly against each other.
197. Noncomparative scaling (несравнительное сопоставление) - the respondent is asked to valuate each object on a scale independently of the other object being investigated.
198. Dollar metric scale (долларовая метрическая шкала) – scale that extends the paired comparison method by asking respondents to indicate which brand is preferred and how much they are willing to pay to acquire their preferred brand.
199. Paired comparison scale (шкала парного сравнения) – scale that presents the respondent with two objects at a time and asks the respondent to select one of the two according to some criterion.
200. Magnitude estimation (оценка по степени важности) – scale in which respondents assign numbers to objects, brands, attitude statements, so that ratios between the assigned numbers reflect ratios among the objects on the criterion being scaled.