Marketing terms Flashcards
-suport curs an2sem1- (23 cards)
Marketing mix(tactics)
-product
-price
-promotion
-place
The 4Ps
Promotion mix elements:
-personal selling
-sales promotion
-public relations
-direct mail
-trade fairs and exhibitions
-advertising
-sponsorships
Marketing communication process
For example, a radio advert is made for a car manufacturer.
The car manufacturer (sender) pays for a specific advert which contains a message specific
to a target audience (encoding). It is transmitted during a set of commercials from a radio
station (Message / media). The message is decoded by a car radio (decoding) and the target
consumer interprets the message (receiver). He or she might visit a dealership or seek
further information from a web site (Response). The consumer might buy a car or express
an interest or dislike (feedback).
Providing money to cultural or sporting activities in exchange for advertising rights
a) promotion b) grant aid c) sponsorship
sponsorship
A business which specializes in giving advice and support to companies about marketing
and markets
a) marketing consultancy b) counselling service c) company analysts
marketing consultancy
An economy which allows open and reasonably free exchange between private
companies
a) command economy b) conservative economy c) free market economy
free market economy
a) Command economy (Economia planificată sau centralizată)
Guvernul controlează toate deciziile economice.
Statul decide ce, cât și cum se produce.
Exemple: fostele țări comuniste (URSS, România înainte de ’89).
Producția și prețurile sunt stabilite de stat, nu de piață.
b) Conservative economy
Nu este un termen economic standard, dar „conservative economy” poate însemna o economie cu politici conservatoare — adică mai puține schimbări, mai multă prudență în cheltuieli și investiții.
Poate însemna o economie care preferă stabilitatea și controlul strict al finanțelor publice.
Nu e un model economic clar, ci mai degrabă o politică economică.
c) Free market economy (Economia de piață liberă)
Piața decide totul — ce se produce, cât, la ce preț.
Cererea și oferta reglează producția și prețurile.
Statul are un rol minim (reglementări, legi, protecție proprietății).
Exemple: Statele Unite, majoritatea țărilor capitaliste.
A market in which there are too many suppliers producing similar products
a) saturated market b) buyers’ market c) heavy market
saturated market
A market in which there are few suppliers producing goods that a lot of people want to
buy
a) weak market b) sellers’ market c) light market
The correct answer is:
b) sellers’ market
Explanation:
A sellers’ market is a market situation where demand exceeds supply, meaning there are few suppliers and many buyers. This gives sellers more power, allowing them to raise prices or choose buyers.
Weak market = piață slabă, cerere scăzută
Sellers’ market = piață favorabilă vânzătorilor, cerere mare
Light market = piață cu activitate scăzută (similar cu weak market)
A person who uses their specialist knowledge of a specific market to try to explain what
has happened and predict what will happen
a) market analyst b) forecaster c) market broker
market analysis: A market analyst uses their specialist knowledge of a specific market to analyze trends, explain past events, and predict future developments based on data and patterns.
A specific promotional activity over a limited period of time
a) campaign b) season c) trend
campaign
The activity of moving goods from the producer to the consumer
a) selling b) distribution c) orientation
selling
Orientation = atitudinea sau strategia generală a unei companii față de piață sau clienți; de exemplu, o companie poate avea o customer orientation (orientare către client), adică se concentrează pe nevoile clienților.
The proportion of the total market which one company controls
a) dominion b) market place c) market share
market share
What a company or organization says it intends to do for its customers and the
community
a) corporate mission b) strategic plan c) corporate image
a) corporate mission
Explanation:
A corporate mission (or mission statement) describes what a company intends to do for its customers, employees, and the community. It reflects the organization’s purpose, values, and goals.
Sending product or service information by post to specific individuals or companies is
called:
direct mailing / mail order / postal advertising
direct mailing
✅ Direct mailing:
– Personalizat (ex: „Stimată Iulia”)
– Trimite mesaje direct persoanelor dintr-o bază de date
– Scop: reacție directă (cumpărare, contact etc.)
❌ Postal advertising:
– Nepersonalizat (ex: pliante generale)
– Se trimite în masă, fără selecție
– Scop: informare generală
📌 Exemplu diferență:
– Direct mailing = scrisoare cu ofertă de credit pe numele tău
– Postal advertising = pliant Lidl în cutia poștală
📦 Mail order = sistem de cumpărare prin poștă
– Clientul comandă dintr-un catalog, pliante, internet
– Plata și livrarea se fac prin poștă sau curier
– Exemplu: comanzi haine dintr-un catalog trimis acasă
✉️ Direct mailing = trimiti oferte sau reclame personalizate
– Nu presupune neapărat o comandă
– Scopul e să convingă clientul să cumpere sau să ceară informații
A selling technique based on making a personal call to an individual or company is called
personal selling / direct selling
personal selling
Explanation:
Personal selling is a selling technique where a salesperson makes a personal call or face-to-face interaction with an individual or company to persuade them to buy a product or service.
În personal selling, accentul e pe relația profesională 1-la-1 între vânzător și client, de obicei în contexte mai business, mai „serioase” – cum ar fi să-ți vândă o asigurare sau un software pentru firmă. E adesea folosită în companii mari și are loc la birouri sau la telefon.
🔹 În direct selling, accentul e pe vânzarea directă la consumatorul final, deseori acasă sau online, și nu implică magazine. Vânzarea e mai simplă, mai personală și orientată spre produse de zi cu zi (gen cosmetice, curățenie, haine).
A promotion based on advertising in the actual shop is …
an in-store promotion / a special offer
The correct answer is:
an in-store promotion
Explanation:
An in-store promotion is a type of advertising or marketing activity that takes place inside the shop, such as displays, demos, posters, or special signage to encourage purchases.
A special offer refers to a discount or deal (e.g. “buy one get one free”), which can happen in-store or online, but it’s not specifically about where the promotion happens.
point-of-sale advertising / on-pack promotion
A promotion method that involves the packaging of a product, such as including a free
sample or coupon is called …
The correct answer is:
on-pack promotion
Explanation:
An on-pack promotion is a marketing method that uses the product’s packaging to promote something — for example, by including a free sample, coupon, code, or special offer directly on or inside the package.
Point-of-sale advertising refers to promotional materials displayed near the checkout area in a store, not on the packaging itself.
🔹 Point-of-sale advertising
🛒 Ce înseamnă „Point-of-sale advertising”?
🔹 Point-of-sale advertising = Reclama pe care o vezi lângă casa de marcat, nu pe produsul în sine.
Nu pe ambalaj, ci fix acolo unde te prinde cu portofelul-n mână. 😁
📍 Exemplu ca să înțelegi mai ușor:
Ești într-un supermarket, te apropii de casă. Ce vezi?
Un stand cu batoane de ciocolată în care scrie „Cumpără 2, primești 1 gratis!”
O pancartă colorată pe tejghea cu o promoție la gumă
Un mini-frigider lângă casă cu sucuri și un semn mare „Doar 1,99!”
👉 Asta e point-of-sale advertising – adică publicitate exact acolo unde faci plata (point of sale = locul vânzării).🛒 Ce înseamnă „Point-of-sale advertising”?
🔹 Point-of-sale advertising = Reclama pe care o vezi lângă casa de marcat, nu pe produsul în sine.
Nu pe ambalaj, ci fix acolo unde te prinde cu portofelul-n mână. 😁
📍 Exemplu ca să înțelegi mai ușor:
Ești într-un supermarket, te apropii de casă. Ce vezi?
Un stand cu batoane de ciocolată în care scrie „Cumpără 2, primești 1 gratis!”
O pancartă colorată pe tejghea cu o promoție la gumă
Un mini-frigider lângă casă cu sucuri și un semn mare „Doar 1,99!”
👉 Asta e point-of-sale advertising – adică publicitate exact acolo unde faci plata (point of sale = locul vânzării).
sponsorship / perimeter advertising
Advertising around the playing area at sports grounds is called …
The correct answer is:
perimeter advertising
Explanation:
Perimeter advertising refers to ads placed around the edges of a sports field or arena, often on boards or digital screens visible to spectators and TV audiences.
Sponsorship involves a company financially supporting an event, team, or athlete in exchange for brand exposure, but it’s broader than just placing ads around the field.
bargain selling / BOGOF
A promotion method for fast moving consumer goods which involves buying one and
getting one free is called …
The correct answer is:
BOGOF (Buy One Get One Free)
Explanation:
BOGOF is a common promotional method where customers buy one item and get another one free, often used for fast-moving consumer goods to boost sales quickly.
Bargain selling refers more generally to selling goods at reduced prices or discounts, but doesn’t specifically mean getting one free.
online advertising / advertising on the web / Internet advertising
Promoting your activities or your company and its products or services on the internet is
called …
The correct answer is:
online advertising (also called Internet advertising or advertising on the web)
Explanation:
This term refers to promoting products, services, or a company via the internet using methods like banners, social media ads, search engine marketing, videos, and more.
cold calling / door-to-door selling
Telephoning direct to homes or businesses to try to interest people in your services or your
products is called …
The correct answer is:
cold calling
Explanation:
Cold calling is the practice of telephoning homes or businesses without prior contact to try to sell products or services.
Door-to-door selling involves visiting people’s homes in person to sell products, not calling by phone.
conditionals revise
- present simple, present simple./future(something always happening, general truth)
- potential action, hypothetical in the present
past tense + would & inf
- hypothetical past situation
had …worked… + would have …worked…
