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otázka		odpověď
market začněte se učit		all the potential customers share a particular need or want
marketing začněte se učit		the process of developing, pricing, distributing and promoting the goods or services that satisfy such needs
marketing combines 6 začněte se učit		research, product development, distribution, advertising, promotion, product improvement
6 P začněte se učit		product, price, promotion, place, packaging, ppl
market leader začněte se učit		firm with a much larger market share than its competitors
market challenger začněte se učit		a company that number two in an industry, but which would like to become nr1
market follower začněte se učit		a smaller company in an industry, more or less content with its existing market share
market nichers začněte se učit		small, specialised companies, which target segments within segments
monopoly začněte se učit		a market in which one single producer can fix an artifically high price
oligopoly začněte se učit		a market dominated by a few large suppliers and which it is hard for new companies to break into
cartel začněte se učit		a group of companies which chose to collaborate by sharing out markets, co-ordinating their prices and so on
dominant-firm oligopoly začněte se učit		a situation in which the market leader can determine the price that its competitors can charge
natural monopoly začněte se učit		a market in which it is normal to have only one supplier -e.g. utilities such as water and sewage
differential advantage začněte se učit		a feature that makes you stand out
selling point začněte se učit		feature which makes your product sell well
point of sale začněte se učit		place where we sale
market driven economy začněte se učit		an economy controlled by market forces rather than by government action
price skimming začněte se učit		a product pricing strategy by which firm charges the highest initial price that customers will pay
product life cycle začněte se učit		introduction, growth, maturity, decline
economies of scale začněte se učit		a proportionate saving in costs gained by an increased level of production
market penetration strategy začněte se učit		selling the product at as low a price as possible in order to attain a large market share
product recall začněte se učit		request from a manufacturer to return a product after the discovery or safety issues
undercover marketing začněte se učit		marketing in which customers do not realize they are being marketed to
e-marketing začněte se učit		using electronic media like email or SMS to promote products
direct marketing začněte se učit		promoting products to target customers, eg through addressed mail
product placement začněte se učit		putting products or references to product in media like films
viral marketing začněte se učit		marketing that spreads from consumer to consumer, often online
advertising začněte se učit		persuading ppl to buy a product or service by announcing it on eg TV
4 C začněte se učit		customer solution, cost, convienience, communication
mix coherency začněte se učit		refers to how well the components of the mix are blended together
mix dynamics začněte se učit		refers to how the mix is adapted to a changing business environment
determining market segmentation začněte se učit		is about adapting the marketing mix to different customer subgroups

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