Глоссарий маркетинга — «К»

КАБИНЕТНЫЕ ИССЛЕДОВАНИЯ
сбор и анализ данных  официальной статистики, определенных предметом изучения.

КАМПАНИЯ
серия программ маркетинга или торговли, проводимых вместе для того, чтобы стимулировать признание вашей компании или товаров и побудить клиентов к совершению покупок.

КАНАЛ РАСПРЕДЕЛЕНИЯ
путь (маршрут) движения товара от производителя к потребителю.

КАННИБАЛИЗАЦИЯ
ситуация на рынке, при которой новый товар предприятия забирает покупателей старого товара этого же предприятия, то есть «съедает» собственную долю рынка.

КАЧЕСТВО ТОВАРА
совокупность свойств и характеристик продукта, которые придают ему способность удовлетворять обусловленные или предполагаемые потребности покупателя.

КЛАСТЕР
элементы множества со схожими характеристиками, или параметрами, собранные в одну группу.

КОДИРОВАНИЕ
присвоение уникального кода или идентификатора программе маркетинга или продаж для того, чтобы вы могли отследить сколько откликов пришло на эту программу и решить проводить ли ее повторно, видоизменить ли ее или же больше не проводить ее.

КОММЕРЧЕСКАЯ ДЕМОГРАФИЧЕСКАЯ ИНФОРМАЦИЯ
подробная информация о коммерческих предприятиях, а именно их адреса, телефоны, отрасли, в которых они работают, их годовой объем продаж,  количество сотрудников, данные о географическом положении, имущественная информация (общественная или частная) и т.д. Также употребляется термин «firmographic».

КОММУНИКАЦИОННАЯ ПОЛИТИКА
совокупность мероприятий по установлению, поддержанию и развитию связей с клиентами для увеличения сбыта товаров и услуг. Коммуникационная политика основывается на использовании психологических моделей коммуникативности.

КОММУНИКАЦИЯ (латин. делаю общим, связываю, общаюсь)
передача информации между людьми в процессе их совместной деятельности.

КОМПАРАТОР
элемент сравнения в системе управления маркетингом. Компаратор должен быть частью организации, ответственной за разработку и реализацию задач службы маркетинга. На практике функцию компаратора может выполнять руководитель товарного или рекламного отдела.

КОМПИЛИРОВАННЫЙ СПИСОК
список названий, имен и адресов, собранный из разных справочников, газет, государственных архивов, рекламных объявлений и/или компаний или лиц с похожими характеристиками. В противоположность «каталогу откликов», который представляет из себя список имен и адресов людей или компаний, которые откликнулись на какое-либо предложение.

КОНВЕРСИОННЫЙ МАРКЕТИНГ
маркетинг при негативном спросе на товары и услуги, требует перестройки всей концепции маркетинга.

KOHEЧНЫЕ ПОТРЕБИТЕЛИ
юридические и физические лица,  семьи, домашние хозяйства,  где происходит окончательное потребление продукции.

КОНКУРЕНТНОЕ ПРЕИМУЩЕСТВО
означает, что фирма располагает таким маркетинг-миксом, который воспринимается целевым рынком как лучший по сравнению с маркетинг-миксом конкурентов.

КОНКУРЕНТОСПОСОБНОСТЬ ТОВАРА
комплекс его потребительских и стоимостных характеристик, определяющий успех или неудачу товара на рынке.

КОНСИГНАЦИОННАЯ ПРОДАЖА
продажа, не считающаяся завершенной до тех пор, пока товар, переданный розничному торговцу поставщиком, не будет продан покупателю. Платеж поставщиком осуществляется только после продажи товара покупателю.

КОНСЪЮМЕРИЗМ
организованное движение потребителей за расширение, защиту своих прав и усиление воздействия на производителей и торговцев. Консъюмеризм возник в начале 60-х г. ХХ века и рассматривается как замена «Суверенитету потребителя».

КОНТРАКТНЫЕ ЦЕНЫ
отражают действительный уровень цен  на определенный товар при соответствующих условиях поставок и платежа.

КОНЦЕПЦИЯ МАРКЕТИНГА
цели (задачи), которые ставит перед собой фирма по производству и сбыту продукции, а также принципы и методы их осуществления.

КОНЦЕПЦИЯ НОВОГО ТОВАРА
научно обоснованное и опирающееся на практику маркетинговой деятельности развернутое представление о свойствах товара и внешних факторах его окружения, предопределяющие рыночный успех или неудачу.

КОНЬЮНКТУРА РЫНКА
совокупность условий (факторов), определяющих соотношение спроса и предложения товаров (услуг) на рынке.

КОПИРОВАНИЕ КЛИЕНТОВ
поиск новых клиентов с помощью копирования, то есть клиентов обладающих такими же характеристиками, как и ваши настоящие клиенты ( тип отрасли, годовой объем продаж,  количество сотрудников, и т.д.)

КУЛЬТУРА «ВЫСОКОГО КОНТЕКСТА»
в маркетинговой классификации культур означает, что в межличностных отношениях в севере предпринимательской деятельности первостепенную роль играют интуиция, традиции честности и обязательности.

КУЛЬТУРА «НИЗКОГО КОНТЕКСТА»
в маркетинговой классификации культур означает прямую противоположность «культуре высокого контекста» и требует обязательного, четкого и юридически правильного оформления всех соглашений в сфере предпринимательской деятельности.

КУЛЬТУРНАЯ СРЕДА
элемент внешней маркетинговой сферы предприятия, характеризующий национальные особенности страны. Культурная среда включает в себя знания, веру, мораль, искусство, обычаи, привычки и др. черты, присущие членам общества.

КУПОНЫ
распространяемые талоны, в том числе по почте, или напечатанные в газетах, дающие право на скидку при покупке в определенных местах, и в определенное время, что стимулирует продажи; кроме того, в купонах содержится рекламная информация.

 

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