Business Vocabulary Test2
Business Vocabulary Test2 NB
Business Vocabulary Test2 NB
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Cartes-fiches
the service remains intangible
Der Service bleibt unerkannt (not visible)
Four Cs
- Customer solution
- Customer cost
- Convenience
- Communication
Convenience
distribution our products in the way that is most convenience for each type of customer. (Komfort, Einfachheit, Nuzen)
expectations are met
when customers get what they hoped
expectations are exceed
you get more than you expected
degree of involvement
low involvement: buying petrol
high involvement: purchase (kaufen) family holiday
allegiance is important for profitability
customer loyalty (Treuepflicht, Loyalität)
customer retention
keeping existing customers
Customer defection
Treuebruch, Überlaufen
to defect
zum Feind überlaufen, Anbieter wechseln
reduce churn
the % of customers who change suppliers or who stop using the service altogether each year
market intelligence
latest trends in a market, people or organizations who buy or might buy
mystery shoppers
researchers who pretend to be real customers
primary data
information collected for a specific purpose (Zweck)
secondary data
information that already exist
define the problem
identify the exact purpose of the research
develop the research plan
decide how the research is to be carried out
Collect the data
gather (erfassen) the information
focus group
small group of people is invited to discuss a product with a moderator (specilist in running discussions)
online focus group
discuss online in a chat room
survey reserach
questionnaire is given to people
mall intercepts
peope are stopped and interviewed in shopping centres or in the internet
behavioural data
information what people actually buy
experimental research
involving testing hypotheses (possible explanations or causes) they may use samples (Beispiele, Muster) of people
Analyse the data
analyze data and draw conclusions: find key information
draw conclusion
Schlussfolgerung, find key information of use to marketers
type of plan is tactical
taktisch
type of plan is operational
betriebsfähig, operativ
strategic marketing plan
effecting a company's whole future direction
A segment
group of customers or with similar characteristics, needs and requirement (Anforderung / Bedarf)
positioned
in verschiedenen Segmenten aufgestellt
target proups
Zielgruppe
behavioural segmentation
why, when and how often customers buy a particular product based on situation of use
demographic segmentation
customers are divided up on the basis of age, occupation (Beruf) and social class
to appeal to a particular demographic
to be attractive (gefallen / ansprechen) to one of one of these groups
value
Wert / Nutzen
VALS system
actualizers
strugglers
experiencers
believers
makers
strivers
actualizers
successful, active people, cultivated, expensive tastes
strugglers
poorer, elderly people, loyal to familiar brands
experiencers
young, enthusiastic people, spend lot on clothes, music, no planning what they will buy
