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Thesaurus of marketing management
- 1. THESAURUS OF MARKETING MANAGEMENT Compiled and Edited by: Luckty Giyan Soekarno K1D040005 Detto Akbar K1D040013 Anggi Hafiz Al Hakam K1D040016 Vika Aprilia K1D040020 INFORMATION AND LIBRARIANSHIP SCIENCE DEPARTMENT FACULTY OF COMMUNICATION SCIENCE UNIVERSITY OF PADJADJARAN 2007
- 2. Kata Pengantar Alhamdulillahirabbil’alamin. Segala puji dan syukur kami ucapkan ke Hadirat Illahi Rabbi Allah SWT, karena atas berkah dan rahmat-Nya pula kami dapat menyelesaikan salah satu tugas pengganti UAS Semester Genap 2006-2007 pada mata kuliah Thesaurus. Kami selaku penyusun dan penulis, ingin mengucapkan terima kasih kepada Dosen pembimbing kami, Dra. Tine Silvana R., M.Si dan Nurmaya Prahatmadja, S.Sos yang telah memberikan banyak masukan, dukungan dan dorongan kepada kami dalam penyusunan tugas ini. Tak lupa juga kepada rekan-rekan K1D-A 2004 yang juga mengikuti kelas Thesaurus, terima kasih untuk sudah menjadi tempat bertukar pikiran. Adapun, sumber yang dijadikan acuan dalam pembuatan tesaurus ini adalah berbagai referensi yang menyangkut manajemen pemasaran. Sengaja tesaurus ini kami sajikan dalam bahasa Inggris karena banyak istilah yang bila diterjemahkan ke dalam Bahasa Indonesia justru menjadi rancu. Terlepas dari maksud dan tujuan karya ini, kami sadar bahwa dalam proses penulisannya terdapat banyak kekurangan. Oleh karena itu dengan segala kerendahan hati kami mengajak pembaca untuk menyediakan diri sebagai kritikus untuk memberikan masukkan bagi penyempurnaan karya kami selanjutnya. Khusus untuk ini, terlebih dahulu kami ucapkan terima kasih. Jatinangor, Juni 2007 Penyusun
- 3. Above the line SN mass medium communication channel UF upper line communication BT advertising RT below the line Actual Product SN a products, parts, styling, features, brand name, packaging, and other attributes that combine to deliver core product benefit BT product RT alignmented product core product Ad spent SN expenditure of advertising in every promotional media UF advertising budget BT advertising Advertising SN any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor BT mass communication 1
- 4. NT above the line below the line RT branding After sales service SN service given after purchasing product BT sales management RT costumers service Alignmented product SN additional costumer services and benefits built around the core and actual products UF substitute product BT product RT actual product core product Attribute SN object characteristics UF BT segmentation NT attribute judgement dynamic attribute individual attribute 2
- 5. static attribute Barter transaction SN a marketing transaction in which goods or services are traded for other goods or services UF goods exchanging Below the line SN segmented communication channel UF down line communication BT advertising RT above the line Brand SN a name, term, sign, symbol, or design, or a combination of these intended to identify the goods or services of one seller or group of seller and to differentiate them from these of competitors BT branding NT brand activation brand ambassador brand awareness brand building 3
- 6. brand connectedness brand extension brand image brand leader brand loyalty brand mark brand name brand performance brand personality brand positioning brand switching brand value Brand activation SN a series of event to introduce new brand for the first time UF brand introducing BT branding RT brand building Brand ambassador SN people or groups who are an endorser of a brand UF brand endorser BT branding RT brand personality 4
- 7. Brand awareness SN awareness of a brand in consumer market UF brand exposure BT branding RT brand connectedness Brand building SN process of constructing and building of a brand UF brand constructing BT branding RT brand activation corporate branding Brand connectedness SN emotional proximity between costumers and brand UF brand proximity BT branding RT brand awareness Brand extension SN a new or modified product launched under an already successful brand name UF brand extending 5
- 8. BT branding RT built-in branding bundling combination branding Brand image SN image which performed by a brand UF brand BT branding NT product image RT brand mark brand name brand performance product brand Brand Leader USE leading brand Brand loyalty SN consumer’s loyalty to use a brand UF brand BT branding RT loyalty program 6
- 9. Brand mark SN that part of brand which can be recognized but is not utterable, such as symbol, design, or distictinctive coloring or lettering. UF brand sign BT branding RT brand image Brand name SN the part of a brand which can be vocalized. Eg. Avon, Chevrolet, UCLA UF brand title BT branding RT brand image Brand performance SN the performance of a brand to fight against competitors in a market UF brand market performance BT branding RT brand image Brand personality 7
- 10. SN character performed by a brand UF brand character BT branding RT brand ambassador Brand positioning SN positioning strategy of a brand in the market UF brand placement BT branding RT brand value Brand switching SN consumer’s movement to use of other brand UF brand substitution BT branding Brand value SN value of a brand to costumer UF brand cost BT branding RT brand positioning 8
- 11. Budgeting SN activity of financial resources planning UF financial calculation BT financial management RT accounting budget operational cost resource allocation Built-in branding SN branding process which one brand have inserted into other brand in same product UF inserted branding BT branding RT brand extension combination branding Bundling SN bundle packaging with similar product UF bundle packaging BT sales promotion RT brand extension cooperation branding joint marketing 9
- 12. Business cycle SN alternate expansion and contraction in overall economic activity UF economic fluctuation RT economic conditions economic recession economic recovery Capital cost UF cost expense BT financial management RT capital cost Capital expenditure UF capital spent BT financial management Capital formation SN the building-up of a capital stock UF capital shape BT financial management RT capital capital flow 10
- 13. capital resources saving Capital investment SN investment in capital goods BT financial investment RT asset management capital industrial capital Central business district SN primary business area UF centralized business place BT business location NT bonded zone Combination branding SN branding process that combining and involving more than one brand UF sheaf branding BT branding RT brand extension built-in branding 11
- 14. joint marketing Commercialization SN introduction of a new product into the market UF product introduction BT marketing management NT distribution promotion Commitment share SN share of a brand value to costumers BT branding Commodity market SN type of market which exchanging commodity product BT market RT commodity commodity agreement Consultative selling SN selling with consultative process to costumer UF consultation selling 12
- 15. BT selling Consumer goods SN those bought by final costumers for personal consumption UF consumable product BT product RT consumer market Consumer market SN all the individuals and households who buy or acquire goods and services for personal consumption BT market RT consumer goods Consumer promotion SN sales promotion designed to stimulate consumer purchasing, including samples, compons, rebates, price- off, premiums, patronage reward, displays, contests, and sweeptakes BT promotion RT sales promotion 13
- 16. Consumerism SN an organized movement of citizens and government to improve the right and power of buyers in relation to sellers BT consumer behaviour NT consumtive behaviour Consumer-oriented marketing SN a principle of enlightened marketing which holds that a company should view and organize its marketing activities from the consumer point of view BT consumer behaviour NT interactive marketing RT costumer service costumer satisfaction Core product SN The problem solving, services or care benefits that consumers are really buying when they obtain a product UF main product BT product RT actual product Corporate branding SN process of corporate branding strategy 14
- 17. BT branding RT brand building Corporate social responsibility SN corporate social responsibility to community and society UF corporate social program BT corporate mission NT community development Cost effectiveness SN optimal result for a given expenditure UF cost effective RT cost cost benefit analysis cost containment low cost Costumer UF public Costumer focus SN the focus of costumers to a product 15
- 18. UF costumer attention BT consumer behaviour market orientation RT costumer insight Costumer insight SN insight and perception of costumer to a brand dan product UF costumer perception BT consumer behaviour RT costumer focus product knowledge Costumer interaction SN interaction between product and costumer at point of sales UF costumer relation BT consumer behaviour NT interactive marketing RT costumer satisfaction point of sales Costumer needs SN primary, secondary, or tertier needs of costumer UF constumer wants BT consumer behaviour 16
- 19. Costumer satisfaction SN rate of satisfaction to a product UF costumer satisfactory BT consumer behaviour RT costumer interaction consumer-oriented marketing Differentiation SN marketing strategy by performing product difference UF product differentiation BT market targetting marketing management NT content packaging context packaging RT market orientation positioning Economic fluctuation SN alternate expansion and contraction in overall economic activity UF BT financial management NT deflation inflation 17
- 20. RT economic conditions economic recession economic recovery trend E-marketing SN marketing process using electronical media, e.g email, mailing list, etc. UF electronic marketing BT marketing management NT direct e-mail marketing mailing list marketing Emotional branding SN branding process which involving emotional touch to customer BT branding NT emotional attitude Enduring brand SN the life of a brand UF longlasting brand BT branding 18
- 21. RT leading brand Experiential marketing SN marketing process which involving costumer experience to a product BT marketing RT product knowledge radical branding Forecasting SN future condition planning UF future decision making BT financial management marketing management RT market sales forecasting sales rate Future intention SN costumer’s future hopes and intention UF future hopes BT consumer behaviour RT future market top of mind 19
- 22. Future market SN potential market in the future UF potential market BT market NT long term market RT future intention future plan Future plan SN long term planning of all corporate activities UF long term planning BT forecasting NT RT future market Generic brand SN existed or traditional brand which developed usually by an individual UF existed brand traditional brand BT branding 20
- 23. Government Influence SN Government measures to influence the functioning of a country's economy through legislation, monetary, fiscal and tariff policy, state aid, nationalization of strategic sectors, etc. UF government control government intervention RT nationalization public sector Hedging SN preventive action to secure the corporate from stock exchange fluctuation. BT financial management NT stock exchange hedging ICSA SN award that given by Frontier Consulting Group and Marketing Magazine to corporates who has satisfying their costumer in a annual period in Indonesia UF Indonesian Costumers Satisfaction Award RT IMAC 21
- 24. IMAC SN award that given by Frontier Consulting Group and Marketing Magazine for admired companies in Indonesia UF Indonesian Most Admired Companies RT ICSA Impulse buying SN buying impulsed by an endorser UF impulsive buying BT promotion RT sales promotion Industrial goods SN those bought by final costumers for industrial consumption UF industrial product BT product RT industrial market Industrial market SN market which segmented to industrial corporate BT market RT industrial goods 22
- 25. Innovative marketing SN a principle of enlightened marketing which use multiple states to improve response rates and profits UF marketing with innovation BT marketing management Institutional buyers SN buyers that come from nonpersonal, but institutional BT consumer behaviour NT private institution buyers In-store communication SN communication process and execution at the point of sales UF on-site promotion BT communication channel NT display placement Internal branding SN branding approach to internal costumer inside the corporate BT branding RT internal marketing 23
- 26. Internal marketing SN marketing by a service firm to effectively train and motivate its costumer. Contact employees and all the supporting services people to work as a team to provide costumer satisfaction UF insider marketing BT marketing management NT staff motivation training staff training RT external marketing interactive marketing Joint marketing SN joint activity together between two or more company to marketing their product UF joint activities BT marketing management RT bundling combination branding Leading brand SN brand performance in leading the market and gain more 24
- 27. market share UF brand leader BT branding RT enduring brand market leader market share Loyalty program SN a series of event to gain costumer’s loyalty BT marketing management RT brand loyalty market campaign Manager SN people who manage the corporate BT staffing NT manager executive Managing director Market access SN access to a market which determine the success of commercialized product UF market penetration BT market 25
- 28. RT commercialization market Market campaign SN campaign in a consumer market to fight against another market competitors UF market promo BT marketing management RT loyalty program Market competition Market competition SN competition in a market to fight against another competitors UF market struggle BT marketing management RT market campaign Market economy SN an economic system in which the allocation of resources is determined by supply and demand in markets BT economic system economy RT market 26
- 29. Market leader SN brand, product, or companies which leading the competition in a similar field BT marketing management RT leading brand market share Market orientation SN orientation of a company to its market segment UF market focus BT marketing management NT consumer behaviour costumer focus RT differentiation Market research USE market study Market share SN sharing of position in a market BT marketing management NT market behaviour RT leading brand 27
- 30. market leader market size Market size SN the size of market which gained by a company to ensure their product availability BT marketing management RT market share Market study SN the study of a market to analyze the market, consumer behaviour, etc. UF market research BT marketing management NT market analysis RT market Market targeting SN market target of a company UF costumer targetting BT marketing management NT differentiation 28
- 31. Marketing SN the process of planning and executing the conception, pricing, promotion, and distribution of ideas, products, and services UF sales promotion selling BT distribution NT cooperative marketing retail marketing wholesale marketing RT market marketing board marketing cooperative marketing management retail trade sales sales person wholesale trade Marketing information system SN people, equipments and procedures to gather, short, analyze, evaluate, and distribute needed, timely UF BT information system NT distribution information system 29
- 32. sales information system RT marketing management Marketing management SN social and managerial process to manage all available resources to reach organizational goals and satisfying costumer UF marketing studies BT management NT commercialization differentiation e-marketing forecasting innovative marketing internal marketing loyalty program market campaign market competition market leader market orientation market research market share market size market study marketing mix niche marketing positioning 30
- 33. sales promotion sales rate segmentation RT marketing marketing information system Marketing mix SN marketing methods which compiling 4 p and 4 c, product, place, price, promotion and cost, communication, convenience, costumer BT marketing management RT promotion mix Media gathering SN activity in media relational UF press gathering BT marketing communication NT media line up RT media relations Net operating loss SN disadvantage process to decrease the profit UF profit loss NT net operating carryback 31
- 34. New product SN a goods, service, or idea that is perceived by some potential costumers as a newcomers UF newcomers product BT product NT potential product Niche marketing SN marketing to limited costumer UF tight marketing BT marketing management RT massive marketing Operational cost SN every cost expenditure in operating the business UF operational expenditure BT cost RT budgeting 32
- 35. Packaging SN finall process of the product UF product packaging BT product Point of sales SN area or place of sales can happen. Usually in supermarket or hypermarket UF sales area BT sales management RT costumer interaction Positioning SN process to build a belief system to costumer UF product positioning BT marketing management RT differentiation segmentation value to money Price sensitive SN consumer behaviour with some fear to offered price BT consumer behaviour RT price war 33
- 36. Price war SN pricing strategy involving price decreasing so that costumer will buy the similar product as offered in other point of sales BT pricing RT price sensitive Private branding SN branding process by individual business UF traditional branding BT branding Product SN anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need UF consumable goods NT alignmented product core product new product packaging product brand 34
- 37. product knowledge product life cycle product line value of product value to consumers value to money RT production management Product brand SN a brand of product to stimulate sales rate BT branding RT brand image Product life cycle SN the life time of a product to be substitute with another new product UF product life time BT product Product knowledge SN costumer knowledge about product BT product consumer behaviour 35
- 38. RT costumer insight experiential marketing Product line SN a series of product from the similar manufacturer UF product series BT product production management RT umbrella brand Promotion mix SN the specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and sales support program UF mixed communication media BT promotion RT marketing mix Public SN any group that has an actual of potential interest in or impact on an organization’s ability to achieve it’s objectives USE costumer 36
- 39. Radical branding SN branding which using unusual methods UF extreme branding BT branding RT experiential branding Resale value SN value of product to be resale to another costumer BT pricing Return of investment SN point of time to get back investment expenditure UF point of return BT capital cost Sales engineer SN engineer to help increase sales rate BT salesmanship RT sales executive 37
- 40. Sales executive SN field executor to increase sales rate BT salesmanship RT sales engineer sales promotion Sales forecasting SN forecasting of future sales intention UF sales planning BT sales management RT price determination Sales promotion SN promotional way of sales BT marketing management RT advertising consumer promotion impulse buying sales engineer sales executive Sales rate 38
- 41. SN rate of sales, daily, weekly, monthly, or annualy BT marketing management RT forecasting sales forecasting Segmentation SN a universal view to the market BT marketing management NT attribute RT targetting positioning Top of mind SN a long lasting product in consumer’s mind BT marketing management RT future intention Umbrella brand SN a brand that became umbrella for another brand below UF upline brand BT branding RT product line 39
- 42. Value of product SN point of product value UF product value BT product RT value to consumers Value to consumers SN product values and contribution to costumer BT product RT value of product Value to money SN product value to costumers money BT product RT positioning Word of mouth SN promotional media which use mouth as a media UF mouth to mouth promotion BT sales promotion 40