Moja lekcja

marketing mix

product, price, place, promotion, packaging, people

PEST

political, economic, social, technological

the contents

zawartosc

handling

przeladunek

to contribute

wspomóc, przyczyniać sie

ease-of-use

łatwe w uzyciu

environmentally-friendly

eko

competitive advantage

przewaga konkurencyjna

pre-sales and after-sales staff

contact with the customer

total product offer

reinforce the diversity of elements that make up the product

to reinforce

zwiększyć, wzmocnic

make up

tworzyc

(good) value-for-money

the relationship between quality and price / good mean cheap - can have a negative connotation

the guarantee

warranty gwarancja

market research

badania rynku

secondary data

already available information

broken down

rozpadający sie

trade associations

industry trade group

primary data

data collected for the first time

quantitative information

representative sample of people/ factual and numerical

qualitative information

focus groups, face-to-face interviews / opinions and attitudes

benchmarking

looking at the activity of competitors

ethnography

people's behavior in natural environments

pre-defined

wcześniej ustalony

B2b

business-to-business

b2c

business-to-consumer aimed at end-users

aimed at

nakierowany na

b2g

business-to-government

mass market

rynek masowy

4 Basic methods of segmenting a market

product-related, demographic, psychographic, geographical

product-related

comfort, safety, luxury, value-for-money, convenience, durability

demographic

age, gender, education, family life cycle, income, occupation

psychographic

attitudes, lifestyle, opinions, values, self-image

geographical

region, post code

benefits

from the customer's point of view / advantages for the customer

features

from a purely product design point of view

registered trademark

a name or symbol that has legal protection

connotation

logika

pricing methods

cost-based pricing, breakeven analysis

mark-up

the % added to the cost

breakeven volume

the sales volume at which the product starts to make a profit

base cost

podstawowy koszt

3 stages od brand loyalty

awareness=recognition, preference, insistence

to insist

nalegać, upierać się

reverse engineer

rozłożyć na czynniki pierwsze

product line

group of related products, physically similar, intended for the same market

product mix / product range

assortment of product lines and individual offerings

product life cycle

introduction, growth, maturity, decline

committed to

dedicated / poświęcony

artificially

sztucznie

profitability

maximizing revenue, minimizing costs

a few

kilku

few

niewielu

skimming price strategy

a high price for early adopters

reaching a saturation

osiągają nasycenie

alliances

sojusze

downturn

spadek, schyłek

withdrawn from the market

be force out of / wycofany z rynku

differentiate product

różnicować produkt

to spot

wychwycić, wypatrzeć

USP

unique selling point

quotation

wycena / oferta cenowa

breakthrough

przelom

fair trade lobbies

uczciwa konkurencja kampanii

bring out

introduce, launch

exorbitant

high, inflated

agree on/to

arrive at, establish, set, worki out

sluggish

niemrawy / flat - nieciekawy, nijaki

niche

specialist

b2b industrial products

installations: major capital items, heavy equipment

component parts

eg batteries purchased by an automaker

farm

hodowlany, rolne

wheat

pszenica

steel

stal

supplies

expense items, not part of the final product / copy paper

6 pricing strategy

profitability, market share, matching the market leaders, prestige pricing, identifying the correct price point, social objectives

return on investment

stopa zwrotu

matching the leaders

dorównać konkurencji

to emphasize

podkreślić, eksponować

exclusivity

ekskluzywność, wyłączność

consumer staples

Basic products

utilities

narzędzia, akcesoria

objective

cel

distribution

getting right products to the customer at the right time

warehousing, storage

magazynowanie

distribution channel

wholesaler, retailer, Direct to customer

retail outlet

sklep

order fulfilment

realizacja zamówienia / making sure that the customer gets the right goods at the right time

small family-owned stores

ame mom and pop stores

large shopping centres

ame malls

car park

ame parking lot

the promotional mix

sales promotions, personal selling, advertising, pr, events, sponsorship, endorsements, trade promotions to retailers, other: product placement, word-of-mouth, viral marketing

sales promotions

10% off, bonus, coupons to cut out, free samples, in-store displays, contests

personal selling

sales, face-to-face communication between salesperson and customer

8 stages of personal selling

prospecting, approach, presentation, demonstration, answering objectiions, closing, follow-up, long-term relationship

to stress/ to emphasize

podkreslac

to restate

przedstawić ponownie

a prospect

potencial customer / perspektywa, szansa

follow-up

dalszy, kontrolny, potwierdzający

to reassure

zapewnić, uspokoić, podbudować

medium/ media

pojedyncza i mnoga

billboard

ame hoarding

flyers

ulotki

publicity

reklama, rozgłos / information that makes people notice a company

press release

komunikat prasowy

hold press conferences

organizować prasowe konferencje

endorsements

rekomendacje od celebrytow

trade promotions to retailers

give more space/visibility to existing products, financial incentives to stock a new product

aisle

alejka

word-of-mouth

personal recommendations

viral marketing

online through social networking websites

guerrilla marketing

unconventional techniques

cross-selling

sprzedaż produktów dodatkowych

7 building customer relationship

building a brand identity, frequency programs, forming communities, affinity marketing, individualized advertising, co-marketing, CRM software

affinity

pokrewienstwo

CRM system

customer relationship management

intermediary

middleman

inventory control

inwentaryzacja

repair issues

naprawa

transportation

synonym shipping - not only refer to ships

to conclude a deal

zawierać umowe

trade shows

trade fairs - targi / exhibitions

store retailing

specialty store, convenience store, discount store, supermarket, departament store

upmarket/ upscale

wealthy customers ame upscale

non-store retailing

direct-response retailing, internet retailing, automatic merchandising, direct selling

storefronts

witryny sklepowe

vending machine

automat

sales volume

wielkość sprzedazy

economies of scale

increasing production and lowering the costs

discountinued

zakończony

high skim pricing / market skimming

setting a high price for the new product, to make maximum revenue before competing products appear on the market

innovators / early adopters

educating potencjał customers

product differentiation

maliny a product different from similar product offered by other sellers

market segmentation

dividing a market info distinct groups od buyer WHO have different requirements or buying habits

price elasticity

the extent to which demand or supply of a product responds to changes of price

market penetration

the strategy of setting a low price to try to sell a large volume and increase market share

brief

the statement of objectives that a client works out with an advertising agency

the comparative-parity method

choosing to spend the same amount on advertising as one's competitors

retail outlet

the place where goods are sold to customers

prospect

potencial customer

billboard

hoarding british

repeat purchases

ponowne zakupy

merchandising

the process of selling products connected with a. popular film, person or event / ame selling goods also on general

the latter

drugi

coverage

zasieg / how widely information is distributed

span

rozpiętość

exposure

wystawienie, narażenie

junk

not wanted, not healthy

eyeballs

internet term reffering to those occasions when someone looks at sth

4 stages of logistics

inbound logistics, material handling, outbound logistics, reverse logistics

on the premise

na terenie

inbound logistics

zaopatrzeniowa / bringing raw materials, packaging et. from suppliers to producers

material handling

the movement od goods within the warehouse, from the warehouse to the factory floor, and from the factory floor to the various workstations

outbound logistics

manages the flow of finished products through intermeemdiaries to the final customer

reverse logistics

involves bringing goods back to the premises od the original manufacturer because od defects or other customer returns

trailer

przyczepa (on trucks)

incoterms

international commercial terms

three incoterms

ex-works, fob, cif

ex-works

z fabryki / the buyer picks up the good at seller 's premises and arranges all the transport and insurance

fob

free on board / the sellers delivers the goods onto the shop at a named port, from here all responsibility (including the sea journey) passes to the buyer

cif

cost insurance freight / the seller has responsibility to a named port od destination, and so pays for the cost and risk of the journey as well

marketing strategy

analysis of the wider business environments, identification and analysis of target markets for new products, sales goals, marketing budget, market mix

origin

zaczątek, pochodzenie

sales force

sales personel, Staff, team

launch a product

to introduce new product

make up a product

tworzyć produkt

infringe the copyrights

naruszyć prawa autorskie

to level up

osiagac

ROI

return on investment

sell AT a low price

sprzedać za mała cene

economies of scale

ekonomia skali

hobs

płyta grzewcza

customer staples

Basic products

4c

customer value, costs, communication, convenience

white goods

sprzęt Agd

straight away

od razu, z miejsca

a facelift

minor cosmetic changes

blame

wina

stale

przeterminowany, czerstwy, nieswiezy

opt in

wlaczyc

third party

firma zewnetrzna

free standing

wolnostojace

built-in / fitted

zabudowane

drum

beben

motor

silnik, motor

working my way up

awansowac

work in

gdzie pracować, w jakiej dzialce

distribution channel

moving goods or services from producers to customers

wholesaler

an intermediary that stocks manufacturer's goods or merchandiser and sells IT to retailers and professional buyers

market segmentation

dividing a market distinct groups od buyers WHO have different requirements or buying habits

product differentiation

making a product (appear to be) different from similar products offered by other sellers by product differences, advertising, packaging

market opportunities

possibilities of filling unsatisfied needs in sectors on which a company can profitably produce goods or services

market skimming

setting a high price for a new product to make max revenue before competing product appears on the market

sales representative

SB WHO contacts existing and potencial customers and tries to pursuade them to buy goods

product features

the attributes or characteristics of a product,. such as size, shape, quality, price, reliability

price elasticity

the extent to which supply or demand od a product responds to changes of price

market penetration

the strategy od setting low price to try to sell a large volume and increase market sharr

work out with

wspolpracowac

p2p

peer-to-peer

6 origin of new product ideas

market research, pre-sales and after-sales Staff listening to customers, customers making Direct suggestions, competitor activity, the r+D departament, external changes in the market

expense

wydatek

receipts

purchasing documents, bill

journals

entries recorded on accounting

ledgers

księga glowna

posted

transferred - ksiegowane

trial balance

the summary of the ledger information to check whether the figures are accurate

financial statement

sprawozdanie finansowe

income statement

the profit and loss account, the P&L

sign off on the accounts

officially declare the accounts are correct

to sign off

skwitować, skonczyc

lenders

pożyczkodawcy, kredytodawcy

sales

revenue

to deduct

to subtract / odliczac, odejmowac

assets =

liabilities + shareholders' equity

asset

anything of value owned by a business

liability

aby amount owed to a creditor

shareholders' equity

owners' equity, share capital + retained profit (reserves)

share capital

(commin stock AME) representing the original investment in the business when shares were first issued; or amount raised at initial flotation on the stock market

reserves

any retained profit that has accumulated over time

listed assets

how easily thecan be turned into cash, current assets being more liquid than fixed assets

listed liabilities

how quickly creditors have to be paid, current liabilities being paid before long-term liabilities

working capital

the amount by which the former (current assets) exceeds the latter (current liabilities)

freely

swobodnie

cash receipts

wpływy gotówkowe

cash payments

płatności gotówkowe

cash flow statement

shows the real cash that is available to keep the business running day to day, there are mamy sophisticated techniques that accountants can use to manipulate profit, whereas cash is real money

problem with cash flows (4)

unexpected late payments, non-payments (bad debts), unforeseen costs - a larger than expected tax Bill, a Strike, an unexpected drop in demand, investing top much in fixed assets

bad debts

non-payments

unforeseen costs

niespodziewane koszty, larger than expected

drop in demand

spadek popytu

solutions to drop in cash flow statement (5)

credit Control, stock Control, expenditure Control, a sales promotions to generate cash quickly, using an outside company to recover bad debts (factoring)

credit control

chasing overdue accounts

stock control

keeping low levels of stock, minimizing work-in-progress, delivering to customers more quickly

expenditure control

delaying spending on capital equipment

expenditure

wydatki, nakłady, rozchód

CFO

Chief Financial Officer

financial controller

planning- preparing forecats and budgets, monitoring- comparing planned spending with actual spending, producing financial data for the senior management teams, analysing major investment decisions

treasurer

managing cash flow, raising new funds

chief Accounting officer

keeping the company's books, preparing financial statements, preparing tax returns, developing strategies to minimize taxes

sources of new funds

debt financing, equity financing

debt financing

short term (trade credit, bank loan), long-term (issuing bonds)

equity financing

reinvested earnings, sales of assets, issues of new shares

finance expansion plans

plan ekspansji

over-borrowing

nadmierne zaciąganie pozyczek

cost centers

diacrete business unita where budgets are spent

profit centers

units where profits are generated

variance analysis

comparing planned costs/income with actual costs/income

costing methods

metody wyceny (standard, marginal costing)

valuing assets

wycena aktywów

ratio analysis (use)

to analyse performance more depth, to compare companies in the same industry

ratio analysis (types)

liquidity, profitability, leverage (debt), activity ratios

leverage

dźwignia finansowa, the extent to which a firm relies on debt financing rather that equity financing

leverage ratios

determine level of debt load that a business has incurred

revenue

Incone, turnover, sales, the top line

costs of goods sold

Direct costs = manufacturing costs, salaries of manual (blue-collar workers)

operating expenses

indirect costs/overhead = include salaries of sales and office Staff, marketing costs, utility bills

non-operating income

includes profits from investments on other companies

earnings

profit, the bottom linę (retained profit)

EBITDA

Earnings before interest, tax depreciation and amortisation

depreciation

the loss on value of a tangible assets (eg vehicles)

amortization

the loss on value of an intangible asset (eg the purchase of a licence or trademark)

interest

monet paid to the bank for liana (or received from the bank for cash balances)

dividends

money paid to shareholders

retained profit

transferred to balance sheet where IT joins the amounts from previous days

marketable securities

zbywalne papiery wartosciowe/ shares intended for disposal within one year

disposal

zbycie, sprzedaż

fixtures

are part of building that cannot be moved such as lights

intangible assets

patents, trademarks, goodwill

goodwill

reputation, contacts and expertise of companies that have been bought

overdraft

temporary negative balance

accrued

expenses Has been incurred, but the money is not yet paid

provisions

three are amounts set aside for anticipated one-time payments that are not part of regular operations - perhaps a lawsuit or a compensation package for employees being laid off

mortgage

long-term bank loan to buy a property

principal

amount raised by issuing the bonds

Direct costs

to emphasize costs which can be identified with one particular product

variable costs

to emphasize costs which increase in proportion to any rise on output

fixed costs

costs which stay the same at all levels of output on the short term

indirect costs

costs which result from the whole business (rent, utilities) not aby particular products

operating costs

costs resulting from the day-to-day activities od the business (product and processes)

marginal costs

the costs of increasing output by one more unit

capital expenditure

the costs of buying or upgrading physical assets Luke buildings and machinery

in instalments

w częściach platnosci

escalating

increasing, rising

bring in

make, generate, earn

to jeopardize

zagrozić, narazić na niebepzieczenstwo / put at risk

plough back

reinvest

ballpark

approximate, rough, round