ENGLa Vocabulary

path through which products and services flow from sellers to consumers (e.g. from wholesalers to retail chains)

a circumstance that creates disadvantages for new competitors trying to enter the market (e.g. regulations, marketing conditions, patents)

the process of gathering and analyzing information about a market, product or service

the market for goods that are produced in large quantities

the qualities and characteristics of a product (e.g. size, materials, functions)

an advertising technique in which companies pay for a prominent display of their products, often in films or T.V. (e.g. the star of a film drinking Pepsi in the opening scene)

the group of people for which a product, service or marketing campaign is designed

performing activities that increase the value of goods or services

the place where goods are sold [Verkaufsstelle, Kasse]

a range of different brands associated with one umbrella company, e.g. “The Swatch Group has a very strong portfolio of brands”

having the power to mislead or trick; noun: deception,

involving back-and-forth dialogue or communication; noun: interaction

something that is controlling, often by artful or unfair means; verb: to manipulate, noun: manipulation

data to collect

data to collect information from various sources in order to examine and compare it

phrasal verb meaning to settle problems through discussion, to solve problems that are left over (e.g. the marketing department ironed out its differences with the legal team)

under the radar to not draw attention to yourself, to go unnoticed

to change (in order to make sth suitable for a new purpose or use); noun: adaptation

to make sth weaker or less effective, to water sth down; noun: dilution; adjective: diluted, e.g. “This will dilute your brand.”

to make sure that (e.g.: “Please ensure [that] this letter is sent off today.”)

to make sth longer or larger; noun: extension

become or make greater in size, number etc.; noun: expansion

to enter a market

to set up subsidiaries abroad or to sell your goods internationally

a product to put a product into a particular place in the market

from to pull out of, to withdraw from

to need sth, to depend on sth (e.g.: This situation requires immediate attention.) Noun: requirement

knowledge of the existence of a brand

consumers’ commitment to a particular brand

the abilities or qualities necessary to do sth (e.g.: Nothing is beyond our capabilities.) Adjective: capable (of)

the group of customers a business serves

the activity a company undertakes to keep its customers; verb: to retain (to keep)

a group of people who are asked about their attitude towards a product or service

sth typical of a place or thing (e.g.: This is a key feature of our product.)