220

Marketing (Fach) / Definitions (Lektion)

Diese Lektion wurde von Liss93 erstellt.

Lektion lernen

Diese Lektion ist leider nicht zum lernen freigegeben.

zurück  |  weiter 3 / 5

• Sample A subset from a larger population
• Universe The population from which a sample will be drawn
• Probability Sample A sample in which every element in the population has a known statistical likelihood of being selected.
• Random Sample A sample arranged in such a way that every element of the population has an equal chance of being selected as part of the sample.
• Nonprobability Sample Any sample in which little or no attempt is made to get a representative cross section of the population.
• Convenience Sample A form of nonprobability sample using respondents who are convenient or readily accessible to the researcher – for example, employees, friends, or relatives.
• Measurement Error An error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process.
• Sampling Error An error that occurs when a sample somehow does not represent the target population.
• Frame Error An error that occurs when a sample drawn from a population differs from the target population.
• Random Error An error that occurs when the selected sample is an imperfect representation of the overall population.
• Anzeige
• Experiment A study of cause and effect. It differs from non-experimental methods in that it involves the deliberate manipulation of one variable, while trying to keep all other variables constant.
• Planned Intervention Experiments create disturbances in the environment and track its consequences, unlike passive observation, in which the researcher attempts to trace the effects of naturally occurring behaviour.
• Random Assignment : Randomizing variables to eliminate chance to help ensure controls groups do not vary or differ solely as a result of chance.
• Dependent Variable: A measurement, it is the measure of effect of the independent variable(s).
• Independent Variable A variable that is manipulated by a researcher; its causal impact upon the dependent variable is investigated by the researcher.
• Bystander Effect The phenomenon in which the greater the number of people present, the less likely people are to help a person in distress. When an emergency situation occurs, observers are more likely to take action if there are few or no other witnesses.
• Product Everything, both favourable and unfavourable, that a person receives in an exchange.
• Business Product (Industrial Product) A product used to manufacture other goods or services, to facilitate an organisation’s operations, or to resell to other customers.
• Consumer Product : A product bought to satisfy an individual’s personal wants.
• Convenience Product A relatively inexpensive item that merits little shopping effort.
• Shopping Product: A product that requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores.
• Specialty Product A particular item for which consumers search extensively and are very reluctant to accept substitutes.
• Unsought Product A product unknown to the potential buyer, or a known product that the buyer does not actively seek
• Service The result of applying human or mechanical efforts to people or objects
• Product Item A specific version of a product that can be designated as a distinct offering among an organisation’s products
• Product Line A group of closely related product items.
• Product Mix All products that an organisation sells
• Product Mix Width The number of product lines an organisation offers.
• Product Line Depth : The number of product items in a product line.
• Product Modification Changing one or more of a product’s characteristics.
• Anzeige
• Planned Obsolescence The practice of modifying products so those that have already been sold become obsolete before they actually need replacement.
• Product Line Extension Adding additional products to an existing product line in order to compete more broadly in the industry.
• Brand: A name, term, symbol, design, or combination thereof that identifies a seller’s products and differentiates them from competitors’ products.
• Brand Name That part of a brand that can be spoken, including letters, words, and numbers.
• Brand Mark: The elements of a brand that cannot be spoken.
• Brand Equity : The value of company and brand names.
• Global Brand A brand where at least one-third of the product is sold outside its home country or region.
• Brand Loyalty A consistent preference for one brand over all others.
• Private Brand A brand name owned by a wholesaler or a retailer
• Captive Brand A brand that carries no evidence of a retailer’s affiliation, is manufactured by a third party, and is sold exclusively at the retailer.
• Individual Branding Using different brand names for different products.
• Family Brand Marketing several different products under the same brand name
• Cobranding Placing two or more brand names on a product or its package.
• Trademark The exclusive right to use a brand or part of a brand.
• Service Mark A trademark for a service.
• Generic Product Name Identifies a product by class or type and cannot be trademarked
• Persuasive Labeling A type of package labelling that focuses on a promotional theme or logo with consumer information being secondary.
• Informational Labeling : A type of package labelling designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase.
• Innovation A product perceived as new by a potential adopter
• Adopter: A consumer who was happy enough with his or her trial experience with a product to use it again.  

zurück  |  weiter 3 / 5