Marketing - ebook

Marketing

Welcome to BEM’s mini-dictionary. This time we focus on marketing language and pay special attention to phrases that are difficult to translate into Polish. The vocabulary presented below is just a drop in a sea of business English, but its main goal is to help marketing students and marketing beginners to get acquainted with the language used in this area. The terms are presented in a dictionary-style list of words with their English descriptions, as well as Polish translations, for a better understanding.A

advertising allowance – a payment or a price reduction given to a customer as compensation for advertising or promoting products – rabat reklamowy

advertising-to-marketing ratio – a measure used to determine whether the amount spent on advertising in a given period was excessive – stosunek wydatków na reklamę do wszystkich wydatków na działania marketingowe

affiliate company – a company which is related to another company in some way, but not controlled by it – firma partnerska/oddział

after-sales service – customer support provided by a seller to its customers after they have bought a product – serwis posprzedażny

ask/offer/asking price – the price a seller of a good is willing to accept at the start of negotiation – cena wywoławcza

B

back-end (product) – an additional product or service provided as a supplement for the primary product – (produkt) dodatkowy

(customer) behaviour pattern – the way in which customers typically behave – wzorzec zachowania (klienta)

blind test – the testing of products where brand names, packaging and other identifying features have been removed– ślepy test

brand equity – value benefits of the brand, perceived in the mind of the consumer – wartość marki

brand extension – the use of the brand name in related areas and related products – rozszerzanie marki

brand loyalty – degree to which the customer will choose a certain brand without considering the alternatives – lojalność wobec marki

brand positioning – consumers’ perception of a certain brand in relation to the market position of competition – pozycjonowanie marki

brand switching – encouraging customers to try other brands; usually by advertising – zmiana marki

buying habits – regular tendencies to buy a certain product

– nawyki nabywcze

buying motivation – the factors that motivate customers to buy a certain product – motywacja nabywcza

C

competitive advantage/edge – an element of a product that attracts customers and is not offered to by competitors– przewaga konkurencyjna

consumer panel – a research method using a group of consumers who report on their purchases and buying habits over a period of time – panel konsumencki

consumer survey – a research method used to collect statistical information about a group of customers – sondaż konsumencki

convenience goods – goods which are bought frequently, quickly and with a minimum of emotional involvement – produkty codziennej potrzeby

corporate image – the impression a company makes on its customers and employees – wizerunek firmy

(advertising) coverage – the part of the target group reached by the advertising campaign – zasięg (reklamy)

customer satisfaction – a customer’s feeling that a product has met or exceeded their expectations – zadowolenie klienta

cut-throat competition – a situation where competition results in prices that do not cover production costs – nieuczciwa konkurencja

D

demand – the desire and ability to purchase products or services at the market price – popyt

distribution channel – a way of selling a company’s product either directly or through distributors – kanał dystrybucji

domestic market – a country’s internal market – rynek krajowy/wewnętrzny

dumping – the selling of large quantities of goods at low prices– damping