Inhoud
Marketing ethics ............................................................................................................................. 1
The market environment ................................................................................................................ 1
Legal aspects of marketing ............................................................................................................. 2
Research 1....................................................................................................................................... 3
Research 2....................................................................................................................................... 4
New product development 1 .......................................................................................................... 4
New product development 2 .......................................................................................................... 5
Product life cycles ........................................................................................................................... 6
Selling products and services .......................................................................................................... 7
Market segmentation ..................................................................................................................... 8
Customer needs and behaviour...................................................................................................... 8
Motivation marketing ..................................................................................................................... 9
Merchandising ..............................................................................................................................10
Trade shows ..................................................................................................................................11
Personal selling .............................................................................................................................11
Above, below and through the line ..............................................................................................12
Media strategy ..............................................................................................................................13
TV and radio ..................................................................................................................................14
Outdoor advertising ......................................................................................................................15
The press .......................................................................................................................................16
Printed documents .......................................................................................................................16
Branded content ...........................................................................................................................18
Buzz marketing .............................................................................................................................18
Street marketing and sampling.....................................................................................................19
Logos .............................................................................................................................................20
Materials and containers ..............................................................................................................21
Corporate communications ..........................................................................................................21
Event and sports sponsorships .....................................................................................................22
Exam info: .....................................................................................................................................24
, Woordenlijst Engels
Marketing ethics
Social marketing The use of marketing techniques to convince people to
change their behaviour for their own good or the
benefit of the society. The aim is to minimize social
problems.
Corporate social responsibility (CSR) Taking positive actions for the benefit of its staff and
society – include enhanced brand image.
Cause related marketing (CRM) A company donates money to a charity, a non-profit
organization or a good cause – becomes associated
with the charity.
Marketing partnership A corporate partner who shares our principles and
values.
Mutually beneficial cause Wederzijdse voordelige zaak
Green marketing The development and distribution of
eco/environmental-friendly goods
Environmental protection Milieubescherming
Ethical/moral way Ethische/morele wijze
Environmental sustainability Ecologische duurzaamheid
Sustainable development Development that meets the needs of today without
compromising the ability of the future generation to
meet their needs.
Environmental concerns/problems Milieu aspecten/problemen (like global warming)
Responsible purchasing Companies can use it to build or maintain a good
reputation – example refuse to buy good made by
children (child labour) or have been tested on animals.
Human rights & animal testing Mensen rechten & dierentesten
(a policy of) sustainable purchasing Only buy products from renewable sources
Socially responsible Social verantwoordelijk
Social problems Sociale problemen
Environment – environmental – Omgeving: noun, adjective, adverb
environmentally
Responsibility – responsible – Verantwoordelijkheid: “”,””,””
responsibly
Society – social – socially Social: “”,””,””
Sustainability – sustainable – Duurzaam: “”,””,””
sustainably
The market environment
Micro environment 6 different factors have that have a direct impact on
the company
Consumers Understand … needs and meet them
Competitors Must differentiate your brand from …
Employees Training and development are key - … the right people
and keep them motivated
Media Positive or adverse (negative) … attention can affect an
organization
Consumer programmes & magazines … have a powerful effect on the marketplace
Shareholders It is important to satisfy … needs with harming the
brand in the long term
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, Woordenlijst Engels
Suppliers Changes in the price or quality of raw material will
affect the marketing mix – good relations with … makes
business easier.
A step/pest analysis Looks at 4 different factors in the market environment
on a macro level – the relationship between the
company and these factors is indirect.
Sociological Religions, leisure activities, gender roles, birth rates,
average life expectancy, attitudes on foreign products,
opinions on environmental issues
Technological Production, offer, distribution, communication
Economic Interest rates, unemployment rate
Gross domestic product (GDP bbp
Political Political stability, legislation, international trade
agreements
Legal aspects of marketing
Intellectual property Creations of the mind: inventions, literary & artistic
works, and symbols, names, images and designs used in
commerce – there are 2 categories
Industrial property Which give the exclusive right to make, use and sell an
= categorie 1 invention in a given geographical area
Industriële eigendom
Trademarks Word or symbols that differentiate a company
handelsmerk
patents octrooi
A granted patent Gives a patent protection for 20 years – after this time
you must renew the patent
Copyright … protects literary and artistic works – includes novels,
= categorie 2 plays, films, drawings, photographs,…
Subject to copyright Auteursrechtelijk beschermd
Copyright owner’s/holder’s permission Toestemming van de auteursrechthebbende
Intellectual property (IP) crimes Intelectuele eigendom misdaden
Counterfeiting Namaak
Piracy Piraterij
Wilful trademark infringement Reproducing copyrighted work without permission
from the IP owner
Opzettelijke schending van een handelsmerk
Made unauthorized use of Zonder toestemming gebruik maken van
Lawsuit Rechtzaak
Enforce the trademark or copright Handhaven van
The infringer Person who has broken the copyright
Inbreukmaker
Pay damages or compensation Schade/vergoeding betalen
Terms and conditions What a visitor may download, post or upload
Voorwaarden
disclaimer Company is saying they are not legally responsible
Consumer protection act A law that protects the consumer from faulty/defective
products
Legally entitled to Wetelijk recht op
Satisfactory quality Goeie kwaliteit
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