Reading 1: Marketing There will always, one can assume - cho rng, tha nhn, be a need for some

selling. But the aim of marketing is to make selling superfluous - tha, v dng, khng cn thit. The aim of marketing is to know and understand the customer so well that the product or service fits- s iu chnh cho va him and sells itself. Ideally- l tng, marketing should result in a customer who is ready to buy. Vocabulary Distribution channel (Knh phn phi): All the companies or individuals - doanh nghip c nhninvolved in moving a particular good or service from the producer to the consumer. To launch a product (Tung sn phm): To introduce a new product onto the market Market opportunities (Th trng c hi): Possibilities of filling unsatisfied needs in sectors - khu vc kinh t in which a company can profitably produce goods or service. Market research (Nghin cu th trng): Collecting, analyzing and reporting data relevant - c lin quan to a specific marketing situation (such as a proposed new product) Market segmentation (Phn khc th trng): dividing a market into distinct - ring bit groups of buyers who have different requirements or buying habits Packaging (ng gi/bao b): Wrappers and containers in which products are sold Point of sale (im bn hng): Places where goods are sold to the public shops, store, kiosks, market stalls - quy, etc Product concept (Khi nim sn phm): An idea for a new product, which is tested with target consumers before the actual product is developed Product features (c im sn phm): Attributes - thuc tnh or characteristics - cu thnh of a product: quality, price, reliability, etc

Sales representative (i din bn hng): Someone who contacts existing and potential - tim nng customers, and tries to persuade them to buy goods or services. The centrality of marketing Rather than risk - liu lnh launching a product or service solely - n c on the basic of intuition - trc gic or guesswork - phng on, most companies undertake - = do market research (GB) or marketing research (US). They collect and analyse information about the size of a potential market, about consumers reactions to particular product or service features, and so on. Sales representatives, who also talk to customers are another important source of information. Word-of-mouth advertising (Qung co truyn ming): free advertising, when satisfied customersrecommend - gii thiu products to their friends Institutional or prestige advertising (Qung co uy tn): Advertising that mentions a companys name but not specific - c th products Advertising agencies (Qung co qua trung gian): Companies that handle x l advertising forclients khch hng An account (Hp ng qung co): A contract with a company to produce its advertising Advertising budget (Ngn sch cho qung co): The amount of money a company plans to spend in developing its advertising and buying media time or space A brief (Bng tm tt): The statement bo co of objectives of an advertising campaign that a client works out with an advertising agency Advertising campaigns (Chin lc qung co): The advertising of a particular product or service during a particular period of time Target customer/market ( Khch hng/Th trng mc tiu): A defined chui set of customers whose needs a company plans to satisfy Media planners (Ngi lp k hoch truyn thng): The people who choose where to advertise, in order to reach the right customers

Threshold effect (Ngng nh hng): The fact d kin that a certain amount of advertising is necessary to attract a prospective trin vng customers attention Comparative-parity method (Cnh tranh tng phn): Choosing to spend the same amount on advertising as ones competitors Counter-cyclical advertising (Chu k qung co): Advertising during periods or seasons when sales are normally relatively tng i poor Reading 3: Promotional Tools Vocabulary There is a logical connection among three of the four words in each of the following groups. Which is the odd one out, and why? 1. advertising competitors publicity sales promotion 2. advertising agency advertising campaign media plan word-of-mouth advertising 3. advertising manager brand-switcher marketing manager sales rep 4. after-sales service guarantee optional features point of sale 5. brand awareness brand loyalty brand name brand preference 6. competitions coupons free sample line stretching 7. credit terms discount list price packaging 8. decline growth introduction product improvement 9. focus group interviews internal research media plan questionnaire 10. packaging place product promotion

Mt s phng thc qung co thng gp (advertising appeal) Qung co trn phng tin Nghe-Nhn: nh qung co s dng cc knh pht thanh v truyn hnh gii thiu sn phm. y l knh c s dng kh ph bin nhm to ra nh hng mang tnh i chng mt cch hiu qu nht. Bandwagon (ng hi ng thuyn): phng thc ny nhm thuyt phc mt ai lm mt vic g bi v mi ngi cng u lm vic ny. Phng thc ny xut pht t tm l cho rng con ngi c khuynh hng lm theo s ng. Phng thc bandwagon nm bt rt chnh xc tm l ny ca con ngi nhm xui khin h s dng mt sn phm hay dch v no . Black and White Fallacy (trng v en): trong phng thc ny, ch c 2 la chn c trnh by cho ngi xem, theo s thuyt phc h mua sn phm ang c qung co. Card Stacking (loi b c chn lc): phng thc ny s dng bin php so snh gia 2 sn phm cng chng loi. Nhng d kin c nu ra s mang tnh cht ng h v c li cho sn phm ang c gii thiu khi so snh chng vi cc sn phm ca i th khc. Mc ch l lm cho khch hng nhn ra sn phm ny tt hn cc sn phm cng loi khc. Classified Advertising (qung co c phn loi / rao vt): phng thc ny s dng bo hay cc n phm xut bn nh k nhm to cho sn phm s li cun i vi khch hng. Corporate Advertising (Qung co doanh nghip): phng thc ny gip a logo v thng ip doanh nghip mun truyn ti ln cc phng tin i chng. Mt vi doanh nghip cn ngh a logo ca h ln cc trm khng gian v tr nhm qung b tn tui mt cch rng ri nht. Covert Advertising: phng thc ny gin tip qung co sn phm thng qua cc b phim v chng trnh truyn hnh. Cc din vin v nhn vt trong phim s s dng mt sn phm no . Demonizing the Enemy (h thp i th): nh qung co to dng hnh nh mt ai vi mt kin hay quan im tri ngc tr nn khng th chp nhn c. Nhng c nhn mang mt s kin no s xut hin trong s nhng nhn vt khng c x hi yu thch. Phng thc qung co ny s dng th php ca ngi mt kin bng cch h thp nhng kin tri ngc vi n. Direct Order (hng dn trc tip): nh qung co thu ht khch hng bng cch hng dn h cch thc thc hin hay s dng mt sn phm v dch v no . Phng thc ny vn

dng cc bi hng dn, gip khch hng chn la mt sn phm hay dch v bng nhng phng php n gin nht. Disinformation (nh lc hng): phng thc ny nhm pht tn cc thng tin sai lch mt cch c ch ch. Trong qun s, phng thc ny nhm nh la i th bng cch s dng cc ti liu gi v thng qua vic pht tn cc tin n. Qung co bng email: y l mt phng php qung co mi, trong s dng email gii thiu sn phm. Cc mu qung co c gi qua email, qua to c hi tip xc vi mt lng ln khch hng. Emotional Words (ngn t cm xc): phng thc ny s dng t ng bng by nhm gi ln nhng cm xc tch cc ca khch hng v sn phm. Nh qung co thng s dng nhng t ng nh "sang trng", "thoi mi" hay "tha mn" nhm to ra cm xc ca khch hng i vi sn phm. Euphoria: s dng nhng s kin c bit nhm to ra s thu ht. V d nh mt chng trnh gim gi hay khuyn mi vo nhng k ngh hay nh gi cc sn phm cao cp mt mc va phi tip cn v m rng ngun khch hng. Flag-waving (biu l lng yu nc): phng thc ny da trn vic nh vo lng yu nc ca khch hng. Nh qung co c gng thuyt phc khch hng s dng sn phm bng thng ip rng vic s dng nhng sn phm nh vy s chng t lng yu nc ca h. Glittering Generalities (s dng nhng hnh nh p, cao qu): Vin dn nhng khi nim cao c: lng t ho dn tc, lng yu nc, nhn quyn, n quyn, tnh mu t, mi trng, iu kin lao ng ca cng nhn... ca ngi bn thn. Half Truth (mt na s tht): nh qung co gii thiu sn phm bng vic s dng t ng mang tnh nc i. Qung co tng tc: phng thc ny s dng cc cng c truyn thng mang tnh tng tc nhm tip cn khch hng. Nh qung co c th t chc trin lm, hi ch hay tng qu cho khch hng di hnh thc gim gi hay s dng qu tng min ph hay gi khch hng nhng mu sn phm mi... Bn tng tham gia vo cc cuc thi nhm gii thiu sn phm hay cha? Bn tng vo trang web c ngh tng qu min ph cha? Internet Advertising (qung co trc tuyn): y l mt phng thc qung co kh mi m. Internet tr thnh knh truyn thng c sc nh hng ln trong thi i ngy nay.

Labeling (phn nhm): nhm mc ch gia tng hay gim cht lng sn phm trong tm tr khch hng, nh qung co s s dng phng thc phn nhm, tc phn chia mt sn phm vo nhng nhm sn phm c mc thu ht khc nhau i vi khch hng. Name-calling (t cht tn): phng thc ny nhm tn cng trc tip hay gin tip vo sn phm i th bng cch a nhng thng tin bt li hay tin xu v i th nhm to ra cm gic tiu cc ni khch hng i vi cc sn phm ca i th. Outdoor advertising (qung co ngoi tri): y l phng thc qung co kh ph bin v s dng nhiu cng c khc nhau thu ht khch hng. Billboard, kiosk v trin lm thng mi, hi ch c s dng nhiu trong phng thc ny. Performance-based Advertising: trong phng thc ny, nh qung co ch tr tin theo kt qu nhn c. Plain Folks (bnh dn ha): phng php ny s dng nhng ngi bnh thng qung co cho sn phm. Ngn t s dng trong qung co thng l nhng t ng bnh dn v khng khoa trng. Phng php ny ch trng n tnh t nhin v bnh dn ca ngn t v nhn vt qung co. Print Media Advertising (qung co in n): y l mt trong nhng phng thc hiu qu nht. Nhng cng c thng s dng l bo, tp ch, brochure, sch hng dn... Public Service Advertising (qung co li ch cng): phng thc ny s dng cc thng ip c ngha v mt x hi. Cc hot ng v thng ip thng xoay quanh cc vn nh ngho i, nn bt bnh ng, AIDS v nhng vn v mi trng nh nhim, s nng ln ca tri t hay sa mc ha... Quotes Out of Context (trch dn ngoi ng cnh): phng thc ny s dng nhng cu trch dn ni ting. Trong phng thc ny, nh qung co c gng thay i cc cu trch dn nhm thay i ngha ca chng. Phng thc ny c s dng trong cc ti liu chnh tr. Relationship Marketing (marketing mi quan h): phng thc ny nhm gi chn v tha mn nhu cu ca khch hng. Nh qung co s dng nhng thng tin p ng yu cu v s thch ca khch hng. Repetition (lp li): phng thc ny s dng k thut lp li tn sn phm nhiu ln trong mu qung co. S lp m thng c s dng nhm khng nh tn sn phm trong tm tr ca khch hng.

Scientific Evidence (chng c khoa hc): phng thc ny thuyt phc khch hng bng cc chng c da trn kt qu kho st. Nh qung co s dng cc s liu v bng chng thng k nhm chng minh cho mt c im hay li ch no ca sn phm. Shockvertising (gy sc): phng thc ny s dng cc hnh nh hay cnh gy sock qung co cho sn phm. Slogans (khu hiu): nh chng ta bit khu hiu l nhng cu ngn gn v truyn ti mt cch xc tch nhng gi tr quan trng ca sn phm. Snob Appeal (ua i): phng thc ny hon ton tri ngc vi phng thc bandwagon. Trong phng thc ny, nh qung co c gng thuyt phc ngi tiu dng s dng mt sn phm no gip h tr nn khc bit so vi m ng. Nh qung co lun nhn mnh rng s dng sn phm s gip h tr nn khc bit bng cch gn cho sn phm "cm gic khc bit". Stereotyping (nh kin): phng thc ny cng ging nh name calling (t cht tn) hay labeling (phn nhm). Nh qung co s a sn phm vo nhng phn nhm m khch hng c mt s nh kin nht nh. Subliminal Advertising (qung co tim thc): phng thc ny s dng cc thng ip mang tnh tim thc, v c cm nhn bng tim thc. Nhng du hiu ca qung co tim thc khng th nhn ra bng mt thng, m bng chnh tim thc. phng thc ny s dng nhng thng ip n v nhng o gic v th gic. Surrogate Advertising (qung co th thn): trong trng hp mt sn phm khng c cho php qung co, cng ty s a ra thm nhng sn phm khc c cng tn thng hiu vi sn phm trn. Vic qung co cc snphm c cng thng hiu vi cc sn phm khng c php qung co cng s lm khch hng nh ti nhng sn phm khng c qung co. Testimonial (bo chng): con ngi thng c xu hng lm theo mt khun mu m h yu thch. Chnh v vy, ngi ta s bt chc nhng vic m thn tng ca h hay lm. Phng thc bo chng s dng nhng khuyn ngh v kin ca cc chuyn gia i vi sn phm. Mt hnh thc thng gp l s dng ngi sao hay nhng ngi ni ting qung b cho sn phm. Transfer (chuyn i): phng thc ny c trin khai theo 2 cch. Theo cch tch cc, mt sn phm c to ra nhm gn kt vi mt c nhn c knh trng trong x hi. Tuy nhin theo chiu tiu cc, nh qung co s ch ra s tng ng gia sn phm v nhn vt b ght trong x hi.

Viral Advertising: phng thc ny s dng bin php truyn ming (word of mouth) v qung co trc tuyn (internet advertising). Mc tiu ca nh qung co l gii thiu v sn phm trn phm vi rng. Phng thc ny nhm ti tc truyn ti thng tin ging nh s lan truyn ca virus. Word-of-Mouth Advertising (qung co truyn ming): y c th l mt phng thc rt hiu qu. Thnh cng t c c th gip tn thng hiu tr thnh mt danh t ph bin. Vaseline l mt v d in hnh v s thnh cng ca phng php ny. Vaseline, tn cng ty tr thnh tn ch mt loi sn phm c lm t "du nht". Brand: Nhn hiu (hng ha) To brand: ng nhn Branded: Hng hiu Cost: Tr gi (hng ha) Consumer: Ngi tiu dng To consume: Tiu dng Costing: D ton Develop: Sng to hoc ci tin mt sn phn hin c Product development: Ci tin sn phm Distribution: Phn phi (hng ha) End-user: Ngi tiu dng hng ha cui cng Image: Hnh tng (ca mt cng ty) Label: Nhn (dn trn hng ha) Launch: Ra mt (sn phm mi) Product launch: Tung ra sn phm Mail order: Mua bn hng ha qua bu in Mail-order catalogue: Bng mc lc hng ha dng la chn sn phm t qua bu in Market research: Nghin cu th trng

Packaging (UK): Bao b ng gi; thng ng hng ha Point of sale: im bn hng Point-of-sale: Thuc im bn hng Product: Sn phm To produce: Sn xut Public relations: Quan h cng chng Public relations officer: Ngi lm cng tc dn vn Registered: ng k , k hiu l To register: ng k Sponsor: Nh ti tr S.W.O.T. (Strength, Weaknesses, Opportunities, Threats): Total product: Sn phm bao gm hnh nh, cht lng, thit k, tnh tin cy, Trademark: Thng hiu, nhn hiu hng ha ( c ng k) TVng trong Marketing v Brand

Above the fold Phn trang web khng b thay i v tr khi cun trang tin Above-the-line Trn ngch; nhm gii php marketing trn ngch, nhm ncng Abstract attributes Tp thnh t tru tng (gm cc thnh t v hnhnh kiu Account Khch hng cng ty (ngnh truyn thng, qung co, dch v) Account code M s k ton Account manager Gim c dch v khch hng Accountant K ton vin Acculturation Qu trnh t thch nghi vi nn vn ha mi Activation, brand Hot ha Thng hiu Ad, Ads (vit tc) qung co

chng tiu dng, to ra Lc Ko(phn bit: below-the-line)

dng xe hi)

Ad-hoc Vn pht sinh ngoi d kin (xem: tactical) Adhocracy S thiu tm nhn; Ch ngha tnh hung Advertising Qung co Advertising agency Cng ty qung co Advertising association Hip hi qung co Advertising, above-the-line Cc hot ng qung co trn ngch Advertising age Thi i qung co Advertising budget Ngn sch qung co Advertising creatives Tc phm sng to trong qung co Advertising, commercial Qung co thng mi Advertising, full-service contract Hp ng qung co ton quyn Advertising festival L hi, Lin hoan qung co Advertising industry Ngnh qung co Advertising, non-commercial Qung co phi thng mi, qung co v ccmc Advertising model Ngi mu qung co Advertising professional Chuyn gia qung co Advertising, social Ngnh qung co v mc ch x hi, truyn thng vx Advertising spending ratio T l chi ngn sch qung co, t l % giamc chi Advertisement Tc phm qung co Advertisement, print Tc phm qung co trn bo Advertisement, outdoor Cng trnh qung co ngoi tri Advertisement, out-of-home (OOH) Ngnh qung co ngoi tri Advertorial (PR) qung co s dng bi vit nh mt s dn dt c gimt cch Affect Xc cm tm l, c s hnh thnh ng thi tm l (behaviour) Affect behaviour ng thi tm l theo tnh cm, xc cm v trng thi (mood) (affect & cognition l hai khi nim cn bn ca tm l hc tiudng v tm l

ch x hi, gio dc cng ng, qung b cho cc hnh vi tt, li snglnh mnh

hi(social communication)

qung co v tng doanh s bn hng trong mt nm.

kho lo

hc cng ng)

Affiliate n v ph thuc, Cng ty thnh vin AIO (activities, interest & opinions) Tp c bn trong tm l khchhng; 3 yu AIO segmentation Phn khc theo tp AIO A&P Advertising & Promotion Qung co & Khuyn mi A&P Manager Gim c ph trch qung co & khuyn mi Alliance Lin minh, Lin danh Alliance, Brand Lin danh cc thng hiu Allocation S phn b (ngn sch, chi ph) Alternative choice S la chn thay th Alternative choice of brand La chn thng hiu thay th Ambassador, brand i s thng hiu Animatic Phim hot hnh Animated GIF File Gif nh ng, dng lm hnh qung co trn mng Animation Lm k xo phim (2D, 3D); Lm hu k phim qung co Anti-trust Phong tro chng cc i cng ty (t bn) Anti-globalization Phong tro chng ton cu ha Amateur Ngi nghip d Approach S tip cn (khch hng); S n lc t mc tiu Area Khu vc, Vng Area market Th trng khu vc Area Sales Manager Gim c bn hng khu vc Aristocracy Thuc tng lp quy tc, phong cch quy phi Argument S tranh ci, Quan im bt ng Armchair Tnh cht ra ri thc t Armchair marketer Nh tip th gh bnh (thiu thc t) Armchair strategist Chin lc gia gh bnh Armchair theorist Nh l thuyt sung Arrogance S kiu ngo (ca thng hiu dn u) (Success leads to arrogance, arrogance leads to failure, Al Ries & JackTrout) Article Bi vit ng trn bo, Bi x lun

t c s nghin cu phn khc tm l

Artificial Tnh nhn to, Khng t nhin Artificial product Sn phm nhn to Artwork Tc phm thit k; Tc phm m thut Asocial Phi x hi Asocial opinion Quan im phi x hi Aspiration Kht vng, S khao kht Aspirational positioning nh v theo c mun, kht vng Association Lin kt thng hiu (sponsorship) Hip hi ngnh ngh Association brand Thng hiu hip hi; Thng hiu tp th Association brand strategy Chin lc thng hiu tp th Association branding Xy dng thng hiu tp th (hip hi) Associative network Mng li hnh vi c s cu thnh thng hiu, baogm 3 Attitude Thi ca khch hng; Attitude toward Object Ch s o hnh vi phn ng ca khch hng i viSn Attitude toward Ads Ch s o hnh vi phn ng ca khch hng i viQung Attitude toward Behaviour Ch s o hnh vi phn ng ca khch hng ivi Attitude, social Thi x hi Attitudinal research Nghin cu thi (x hi) Attitudinal segmentation Phn khc theo thi khch hng Auction-type pricing nh gi trn c s u gi Audit, marketing nh gi (kim ton) Marketing Audit, Brand nh gi Thng hiu Audit firm Cng ty kim ton Auditing process Quy trnh kim ton Auditing process, marketing Quy trnh kim ton marketing Authentic ch thc, Nguyn thy, Truyn thng, Khng xu thi.

yu t c bn: kin thc, ngha v lng tin

phm

co

mt ng thi

Authentic quality Cht lng nguyn thy Authentical style Phong cch ngh thut nguyn thy Automatic vending machine My bn l t ng Average cost Chi ph trung bnh Awareness Nhn bit thng hiu, khi nim c bn o s ni ting cathng Awareness index Ch s nhn bit thng hiu Awareness, TOM Mc nhn bit u tin Awareness, spontaneous Mc nhn bit t nhin (TOM + unaided) Awareness, aided Mc nhn bit c tr gip Awareness, unaided Mc nhn bit khng tr gip AOR, agency-of-record n v kim sot k hoch pht sng truyn hnh AOR Report Bo co pht sng truyn hnh (cui thng) lm cn c ichiu

hiu.

hp ng pht sng qung co.

B2B, B-to-B Business to Business, m hnh tip th B2B B2C, B-to-C Business to Consumer, m hnh tip th B2C Balance sheet Bng cn i ti chnh Banner Bng rn qung co Banner ad Qung co bng rn Banner, vertical C phn qung co Banner, virtual Banner o; banner nhn Banner, web Banner trn trng web Barter Phng thc mua bn bng trao i sn phm(barter trade) Base-point pricing nh gi theo im n, theo a bn Behaviour (behavior) Tm l, ng thi (ngi tiu dng) Bahaviour Change Strategy Chin lc thay

i hnh vi Behaviourial leadership Lnh o theo tm l Behaviourial marketing Tip th theo tm l khch hng Behaviourial research Nghin cu tm l khch hng Behaviourial segmentation Phn khc tm l khch hng Beliefs Lng tin Belief evaluation nh ga lng tin Below-the-line Di ngch, nhm gii php marketing di ngch, nhm n khch hng trung gian, to ra Lc y Benefit Li ch, sn phm l mt tp hp cc li ch Benefit segmentation Phn khc theo li ch Benefits, rational Li ch l tnh Benefits, emotional Li ch cm tnh Benefits, functional Li ch chc nng Bid pricing Xc nh gi bng u gi Bidding Mua bng u gi Bidding price Gi a ra ti cuc u gi Brand Thng hiu, Nhn hiu Gn y ti Vit Nam c khuynh hng xem Trade-mark l nhn hiu cn Brand l thng hiu. Theo tc gi cha c mt t no tht s chnh xc mang y ngha ca Brand. V ngha en (word by word) th Trade-mark c th c dch l thng hiu, tuy nhin Trade-mark hin c dch v ang c s dng vi ngha chnh thc l nhn hiu hng ha v mt php l. Hn na t Thng hiu cho ta cm nhn rng hn Nhn hiu, v vy trong nhng nm gn y quan im dch t Brand l Thng hiu c nhiu

ngi ng h k c tc gi, v Trade-mark l Nhn hiu. d hnh dung s khc bit gia Brand, Product v Trade-mark, Product + Trade-mark < Brand Brand acceptability Mc chp nhn thng hiu Brand advisor C vn thng hiu Brand addiction (hin tng) ghin thng hiu, mt trng thi tm l c nhn i vi thng hiu m mnh yu thch. Brand alliance Lin minh thng hiu, Lin danh thng hiu Brand ambassador i s thng hiu, S gi Thng hiu Brand architecture Kin trc (cu trc, c cu) thng hiu, hnh thnh do s a dng ca nhu cu, da trn nguyn l ca phn khc v nh v a sn phm, a thng hiu (multi-brand positioning). Brand assistant (v tr) Tr l Thng hiu Brand association S lin kt thng hiu Brand attitude Thi thng hiu, hoc Attitude toward Brand Brand audit nh gi (kim ton) thng hiu Brand audit process Quy trnh nh gi thng hiu Brand audit methodology Phng php lun nh gi thng hiu, lm c s cho nh gi thng hiu (brand valuation), xc lp chin lc v gii php cnh tranh thng hiu. Brand awareness Nhn bit thng hiu (trong tr nh khch hng) Brand awareness index Ch s nhn bit thng hiu Brand borrowing Cho mn (thu) thng hiu Brand building Xy dng thng hiu Brand cannibalism S nut ln nhau gia cc thng hiu, hai thng hiu c cng mt chng loi sn phm, hoc cng mt nhm li ch sn phm, vi mc gi khng khc bit s d dn n hin tng nut ln nhau. Brand category Nhm thng hiu (c cng

c im) Brand character Tnh cch Thng hiu, xem thng hiu nh mt c nhn (Brand Personification) Brand charisma Tnh cch i hip, Uy tn thng hiu Brand choice S la chn thng hiu Brand citizenship Tnh cht cng dn ca thng hiu Brand cluster C cu thng hiu, trong cng mt cng ty (xem thm: Brand Portfolio) Brand concept tng Thng hiu (phn bit: Product Concept) Mt Concept lun c ngha rng hn mt Idea, trong phng php marketing mt concept (product, brand) c th bao hm c nhm gii php kh thi ch khng ch n thun l mt Idea ( tng). Brand competition Cnh tranh Thng hiu cnh tranh thng hiu khng phi l s i u trc din m l mt cuc ua song hnh VVQ Brand communication Truyn thng Thng hiu; Qung b Thng hiu Brand culture Vn ha Thng hiu; Trong trng hp Brand l Corporate th ta c th gi l Vn ha Doanh nghip. Brand deletion S xa b thng hiu Brand design Thit k thng hiu Brand desire Kht vng (i vi) thng hiu, s thm mun s hu mt thng hiu (sn phm), do qu trnh qung b thng hiu to ra. Brand diagnosis Phu hnh nh thng hiu, Phng php li hi trong qun tr thng hiu cp cao, trong cc thng hiu cao cp hoc thng hiu cnh tranh cao. Brand dilution S ha ln (tnh cch) thng hiu Brand discipline K lut thng hiu, iu lm nn tnh nht qun trong xy dng thng hiu, thng qua k lut thc hnh h thng nhn din thng hiu.

Brand DNA B gien thng hiu (tng t: brand genetic) Brand economics Kinh t (hc) thng hiu Brand economy Nn kinh t thng hiu, mt trong nhng khuynh hng quan trng trong kinh t tri thc hay kinh t hu t bn. Brand ego Ci ti thng hiu (nhn cch ha) S kiu ngo ca thng hiu (thnh cng) Brand endorsement S bo chng: s dng mt thng hiu ni ting bo chng cho mt thng hiu khc mi hnh thnh. S bo m bng thng hiu. Brand equity Gi tr ct li thng hiu; Gi tr ni ti Thng hiu; (phn bit vi Brand value l gi tr do chng ta nh ra nhm mc ch mua bn) Brand essence Tinh ty Thng hiu (tham kho: BrandKey) Brand Executive iu hnh Thng hiu (chc danh qun tr) Brand expansion Thng hiu m rng th trng (m rng nhm khch hng mc tiu) nghim tiu dng i vi mt thng hiu. Brand exploitation strategy Chin lc khai thc thng hiu Brand exposure S xut hin thng hiu; S ph by nhn hiu Brand extension Thng hiu m rng ngnh hng (v d: Virgin Group) Brand evaluation nh gi Thng hiu (phn bit: Brand valuation) Brand investment strategy Chin lc u t thng hiu Brand fan Ngi hm m (thng hiu) Brand finance Ti chnh thng hiu Brand franchise Nhng quyn thng hiu Brand genetics Gen hc v thng hiu, ngnh hc m phng gen trong vic gii thch s hnh thnh v tin ha ca thng hiu (tham kho: Origin of Brands ca Al Ries, mt khi nim tng ng

vi hc thuyt tin ha ca Darwin) Brand Guru Hc gi (gio s) thng hiu; Ngi c uy tn nht trong mt cng ng cc chuyn gia thng hiu. Brand guardianship S bo v thng hiu Brand heritage Di sn (truyn thng) Thng hiu Brand health Sc khe thng hiu Brand health monitoring Theo di sc khe thng hiu Brand identity Nhn din thng hiu Brand identity attributes Cc yu t cu thnh h thng nhn din Brand idol Hnh tng thng hiu Brand images Hnh nh thng hiu Brand image attributes Cc yu t (cu thnh) hnh nh thng hiu; Thnh t hnh nh thng hiu. Brand index Ch s thng hiu Brand indifference S thiu trung thnh, ngc vi brand loyalty Brand intimacy S quen thn (vi) thng hiu; nh cao ca mi quan h gia mt khch hng vi mt thng hiu Brand Key M hnh nh v thng hiu ca Unilever Brand kernel Li thng hiu; Sn phm li (vi quan im ca chng ti, cho rng li thng hiu chnh l sn phm). Brand leadership Tnh cch lnh do, v th lnh o Brand lease Cho thu Nhn hiu Brand localization a phng ha thng hiu, lm cho thng hiu gn hn th trng a phng, khch hng a phng. (tham kho chin lc ca HSBC) Brand loyalty Trung thnh thng hiu Brand Logic M hnh brand audit Brand management Qun tr thng hiu

Brand manuals Cm nang thng hiu Brand mark Du hiu nhn bit thng hiu, Nhn hiu Brand marketing Tip th Thng hiu (L thuyt Marketing hin i) Brand manager Nh qun tr Thng hiu; Gim c thng hiu Brand mascot Hnh tng biu trng V d: Tru vng Sea Games Brand metaphor Php n d thng hiu V d: 5 fingers metaphor, s dng 5 ngn tay giao tip vi ngi xem Brand mindset No trng thng hiu; ngi suy ngh theo t duy ly thng hiu lm trung tm. Brand mission S mnh Thng hiu, gn ging vi khi nim Corporate Mission trong qun tr trc y, nhng trong xem trng vai tr ch th thng hiu hn l vai tr ca ch th doanh nghip. Brand monitoring Theo di (sc khe, hnh nh) thng hiu Brand monitoring index Ch s o lng thng hiu, bao gm cc nhm: ch s nhn bit (awareness), ch s hnh nh (image index), ch s phn phi (distribution index), v ch s s dng (usage). Brand name Nhn hiu/ Tn hiu Brand naming process Qu trnh, phng php t tn nhn hiu, tn thng hiu. Brand norms Chun (gi tr, hnh nh) Thng hiu Brand oriented business/company Doanh nghip nh hng qun tr theo thng hiu Brand performance Din bin hot ng thng hiu Brand personality Tnh cch Thng hiu Brand personification Nhn cch ha thng hiu Brand philosophy Trit l Thng hiu Brand plan K hoch thng hiu Brand planning process Quy trnh lp k

hoch thng hiu Brand planning cycle Chu k lp k hoch thng hiu Brand positioning nh v thng hiu, bao gm 4 nhm gii php (phn bit: product positioning) Brand postioning, strategic nh v Chin lc Brand positioning, imagery nh v Hnh nh Brand positioning models Cc m hnh nh v hnh nh thng hiu (vd: BrandKey l m hnh nh v thng hiu ca Unilever) Brand positioning methodology Phng php lun nh v thng hiu Brand portfolio Tp hp thng hiu, nhm thng hiu Brand portfolio management Qun tr tp hp cc thng hiu Brand preference a thch nhn hiu Brand promise Cam kt (li ha) thng hiu Brand promotion Qung b (xc tin) thng hiu Brand relationship Mi quan h vi thng hiu, tng ng vi tri nghim tiu dng Brand repositioning Ti nh v thng hiu Brand responsibility Trch nhim thng hiu (i vi sn phm, i vi x hi), tng ng vi khi nim CSR (corporate social responsibility) Brand revitalization Ti sinh (hi sinh) thng hiu Brand royalty Tin nhng quyn thng hiu Brand share Th phn thng hiu; mc % nhn bit gia cc thng hiu cnh tranh (phn bit: Market share, Volume share) Brand signature Ch k nhn hiu Brand solution Gii php thng hiu

Brand strategy Chin lc thng hiu: c hai nhm, chin lc nh v thng hiu v chin lc hnh nh thng hiu. Brand strength Sc mnh thng hiu Brand stretch S ko dn thng hiu Brand switching S thay i s thch thng hiu; S chuyn quyt nh mua hng t sn phm ny sang sn phm khc. Brand symbol Hnh tng thng hiu (biu trng) Brand tracking Theo di thng hiu, thng qua b cc ch s o thng hiu. (tng t: brand monitoring) Brand value Gi th (thng mi) thng hiu (phn bit: Brand equity) Brand valuation nh gi thng hiu Brand vision Tm nhn thng hiu Brand, international Thng hiu quc t Brand, inter-local Thng hiu lin a phng Vd: HSBC Brand, multi a nhn hiu (nh v) Brand, multi-local Thng hiu a a phng Brand, global Thng hiu ton cu Brand, regional Thng hiu khu vc Branded product Sn phm c Thng hiu; Sn phm c gn nhn; Cc ni chnh xc hn trong trng hp ny l Product with Trade-mark Branding Xy dng thng hiu, Xc tin thng hiu; Lm thng hiu; Trang tr nhn hiu Branding concept tng thng hiu; tng hon chnh v vic hnh thnh v qung b thng hiu. Branding, co- Phi hp thng hiu gia hai hoc cc thng hiu ng mc, c cng hnh nh hay nhm khch hng mc

tiu. Branding, shared Ging nh co-branding Bran ding, emotional Xy dng thng hiu theo cm xc (L thuyt ca Marc Gob) Branding, online Xy dng thng hiu trn internet Branding opportunity C hi xy dng thng hiu Branding process Quy trnh qung b thng hiu Branding, viral Xy dng thng hiu theo nguyn l virut; Xy dng thng hiu trong mi trng internet (online branding) Break-even analysis Phn tch ho vn Break-even point im ho vn Brief Bng m t cng vic sng to; Bng giao vic; Bng tm tc nhim v sng to. Brief cn l c s cho vic nh gi sng to. Briefing meeting Bui hp giao vic; Hp m t yu cu sng to Briefing process Quy trnh m t sng to; Quy trnh sng to Briefing skill K nng giao vic; K nng truyn t tng Briefing, Press Hp bo Browser Ngi lt web mua sm; Ngi truy cp; Khch hng internet Browsing Hng vi lt web xem hng Buyer Ngi mua Buying behaviour ng thi ra quyt nh

mua Buying power Nng lc mua, nng lc thng lng gi mu By-product pricing nh gi sn phm th cp; @4 p%

CapableC kh nng Capability Kh nng lm vic Cannibalism Hin tng nut ln nhauca cc thng hiu trong cng mt nhm Cannibalization S n tht thng hiu Capitalism Ch ngha T bn Capitalization T bn ha Capitalism, post Hu T bn Captive-product pricing nh gi snphm bt buc Cash discount Gim gi v tr tin mt Cash rebate Phiu gim gi, Khon tinlu k ca i l (retain-rebate) Cash-and-carry Phng thc tr tinmt v t nhn hng (Metro cash-and-carry) Catalog retailing Bn l bngcatalog Catalog showroom Phng trng bycatalog sn phm Category Nhm sn phm Category management Qun l nhm snphm Categorization S phn nhm Cause positioning nh v nguynnhn Celebrity Ngi ni ting Centralism Thuyt tp trung ha Centralize Tp trung ha Centralized brand strategy Chin lcthng hiu tp trung; S tp trung v c Centrist S n ha, Thuyt n ha Ceremory Nghi l, Nghi thc

sn phm

cu t chc v ngun lc xy dngthng hiu

Ceremonial event S kin theo linghi l, theo li long trng Ceremonious brand Thng hiu kiucch, phong cch long trng Certificate Chng ch, S chng nhn Certificating brand Thng hiu chngnhn (vd: iso 9001) Certification S chng nhn, cp chngch Certification company Cng ty cung cpchng nhn, chng ch Certifying S xc nhn, hnh ngxc nhn CH, Companion of Honour Hi vin danh d Chain letter Th dy chuyn, th giv yu cu ngi nhn phi gi tip cho Chain reaction Phn ng dy chuyn Chain-stores Chui ca hng Chair Chc ch tch, Ch tch (cng hay b) (she is the chair of the committee) Chairman, Chairwoman Ch tch Chairperson Ch tch Chance C hi, S may mn Change S thay i Change management Qun tr trong sthay i, Qun tr c hi Channel Knh Channel, distribution Knh phn phi Channel, media (medium) Knh truynthng Channel, TV Knh truyn hnh Channel, thematic Knh truyn hnhch (vd: MTV, Discovery) Channel level Cp knh Channel management Qun tr knhphn phi Channel scheduling Lp trnh phtsng truyn hnh Characteristic Tnh cch (thng hiu) Choice S chn la Choice criteria Phm vi c s chn la Click-through Click thnh cng votrang web

nhiu ngi khc, mt phng thc lantruyn thng tin nhanh chng.

Click-through-rate, CTR T l clickthnh cng vo trang web Code of ethics Quy nh o c ngh nghip Code of marketing ethics Quy nh oc marketing Cognition S hiu bit qua suy lun v kinh nghim Cognitive Hiu bit bng suy lun,lun l, logic Cognitive behaviour ng thi tm lqua suy lun v kinh nghim (thin v l (phn bit: affect behaviour tc ng thi tm l qua nh hng, trng thitnh Collaboration S cng tc; S hp tc Colleague Bn ng nghip (peer) Communication channel Knh truynthng Comparative advertising Php qung co so snh Compatible Tng thch Compatibility Mc tng thch Competition S cnh tranh Competition-oriented pricing nhgi theo i th cnh tranh Competition, brand S cnh tranh thng hiu (l cuc ua song hnh, Competition, healthy S cnh tranh lnh mnh Competition, laws of Lut v cnhtranh Competition, opinion of Quan im cnhtranh (quan im cnh tranh l s i Competition strategy Chin lc cnhtranh Competitive advantage Li th cnhtranh Competitive environment Mi trng cnhtranh Competitive factors Cc yu t cnhtranh Competitive reaction Phn ng cnhtranh Competitive tactic i sch cnhtranh Competitive influences Cc nh hngcnh tranh Competence Nng lc qun tr; Nng lcc nhn

tnh); cn nguyn ca l tnh(rational)

cm, tc cn nguyn ca emotional)

khngphi l cuc i u trc din)

u hay l cuc chy ua th thao)

Competency Mc nng lc thc t Competitiveness Mc cnh tranh; Nng lc cnh tranh Competitor i th cnh tranh Competitors behaviour ng thi cai th cnh tranh Competitor positioning nh v theoi th Complete market segmentation Phnkhc tng th th trng Concentration strategy Chin lc tptrung nng lc Concept, brand/product tngthng hiu/ sn phm Concept car Xe hi ch Concept, marketing tng tip th Conceptualist Nh sng to; Ngisng to theo quan im trng concept (c th Conceptualize tng ha, khi qut ha Conflict S mu thun Conflict of interests Mu thun quynli Confucius Khng t Confucius Theory of Leadership Thuytlnh o theo Khng T Conglomerate Tp on a ngnh (vd: Unilever) Consideration set Tp yu t xem xt(khi mua hng) Consumer Ngi tiu dng Consumer acculteration Qu trnhthch nghi trong mi trng mua sm mi Consumer behaviour Tm l ngi tiudng Consumer goods Hng tiu dng (FMCG: fast moving consumer goods) Consumer insights Thm nhp; Thu hiu ngi tiu dng Consumer marketing Tip th (nhm n)ngi tiu dng Consumer perception Quan nim cakhch hng (ngi tiu dng) Consumer promotion Khuyn mi tiudng Consumer spending pattern M hnh khost chi tiu ca khch hng Consumption Mc tiu th Consumption forecast D bo mc tiuth

khc vi mt creative director).

Consumption peak Cao im tiu th;Ma mua sm cao im Consumption per-capita Mc tiu thbnh qun trn u ngi Contemporary ng i, Tnh chtng i, ng thi Contemporary arts Ngh thut ng i Contemporary music m nhc ng i Contemporary people Ngi ng thi Contemporary trend Xu hng ng i Convenience product Sn phm tin li Convenience store Ca hng tin li Copyright Bn quyn Core strength Sc mnh ct li Core brand value Gi tr ct lithng hiu Core product Sn phm ct li Core of product Li ca sn phm Core function Chc nng ct li Core values Gi tr c bn Corporate Doanh nghip, Cng ty Corporate behaviour Tm l doanhnghip Corporate brand Thng hiu Cng ty Corporate culture Vn ha doanh nghip Corporate identity Nhn din (thnghiu) doanh nghip Corporate mission S mnh doanh nghip Corporate PR PR cp cng ty (Phn bit: Brand PR, Trade PR, Press PR) CSR Corporate Social Responsibility Trch nhim x hi ca doanh nghip, mt cch nhn su sc hn ca PR. Corporate vision Tm nhn Doanh nghip Corrective advertising Qung co iuchnh hnh vi sai lch Cost Chi Ph Cost-per-thousand, CPM Chi ph trnmi 1000 khn gi Cost-per-click Chi ph cho mt lnclick

Cost-oriented pricing nh gi theochi ph Cost-plus pricing nh gi chi phv cng thm Cost reducing solution Gii php gim chi Country Brand Thng hiu Quc gia (phn bit: national brand, thng hiu cp quc gia) Country Brand Strategy Chin lcthng hiu quc gia Country Marketing Tip th Quc gia Counter Marketing Strategy Chin lc (marketing) phn cng Coverage Mc bao ph (knh phnphi), thng c tnh bng % s lng Coverage, media Ch s bao phtruyn thng Co-branding Hp tc song hnh thnghiu Co-promotion Khuyn mi phi hp, ngkhuyn mi Credential presentation Bi thuyttrnh v nng lc cng ty Credibility S tn nhim, Mc tnnhim Credit limits Hn mc tn dng (cho nh phn phi), bao gm c lng tn Crisis management Qun tr ri ro (PR) Cross elasticity Co gin (ca cu)cho (vi sn phm thay th hay b sung) Cross-culture Lin vn ha; a vn ha Cross-culture communication Truynthng lin vn ha Cross-culture management Qun trlin vn ha Cross-culture marketing Tip thtrong mi trng lin vn ha Cross-culture research Nghin cu avn ha Culture Vn ha Culture, Coroporate Vn ha Doanhnghip Culture, Brand Vn ha Thng hiu Culture, Business Vn ha Kinhdoanh, Vn minh Thng mi Culture, norms of B chun cc gitr vn ha Cumulative discount Chit khu tchhp sn lng (doanh s) Cumulative volume Sn lng tch gp

im bn trn tng s im bn c sntrn th trng khu vc

dngv thi hn tr chm.

Cumulative volume promotion Khuynmi trn sn lng bn tch gp; Khuyn Customer Khch hng (Phn bit:Consumer) Customer behaviour Tm l khch hng Customer Relationship Management CRM,qun tr quan h khch hng Customer service Dch v khch hng Customer-led marketing Tip th nhhng khch hng Customer-segment pricing nh githeo phn khc khch hng Customization S c nhn ha Customization marketing Tip th cnhn ha tng khch hng, thng p dng Customized brand Thng hiu c nhnha Customized product Sn phm c nhnha Cycle planning Lp k hoch theo chuk Cycle, brand planning Chu k k hochthng hiu Cycle, product life Vng i sn phm CRM Customer Relationship Management H thng Qun tr Quan h khch hng

mi trn doanh s tch gp.

cho nhng phn khc th trng cao cp.

CEOChief Executive Officer CFO Chief Finance Officer0 B$ T0 `2 G; O CMO Chief Marketing Officer CBO Chief Brand Officer CIO Chief Information Officer) f6 o) g; z8 k. P5 F1 m COO Chief Operation Officer

Data,market D liu th trng Data, primary S liu s cp Database C s d liu Database, customer C s d liukhch hng Deadline Thi hn; hn cht thc hincng vic Deadpoint Hn cht; hn nh Dealer Nh bun, Nh kinh doanh, Nhphn phi

Ngi phn phi trung gian gia distributor v cc retailer Dealer, authorized Nh phn phi yquyn Dealer convention Hi ngh khchhng Decentralized Phi tp trung (chinlc, m hnh) Decider Cuc quyt u, cnh tranh Decision maker Ngi ra quyt nh Declined stage Giai on thu hp (thtrng) Declined market Th trng b thu hp;Th trng trong giai on nn kinh t Defensive advertising Qung cophng v Defensive marketing strategy Chinlc marketing phng v Demand Lng cu (nhu cu r rng) Demand curve ng cong din bin lngcu (theo bin i gi) Demand elasticity Co gin ca cu Demand-oriented pricing nh githeo lng cu Demanding Tnh cch tham lam (khngc dng xu); Tnh cch lun lun i Demographic environment Mi trng nhn khu hc Demographic factors Yu t nhn khuhc Demographic segmentation Phn khcnhn khu hc Department store Trung tm mua smcao cp, trong hng ha c sp sp (phn bit vi: Supermarket, hng ha sp theo chng loi) Derivative Yu t ph, pht sinh Derived demand Lng cu ph Destination branding Xy dng thnghiu a phng Xy dng thng hiu nhm n khch hng Destination naming t tn theo chn (phng php ca Interbrand) Devils advocate Ngi kch lit phn i; Ngi c tm a xu; Ngi i nn en (the 6 thinking hats, Dr. Edward de Bono) Diffusion process Qu trnh thm nhpsn phm mi vo cng ng

gp khng hong.

hi.

theo tng nhn hiu.

Direct costs Chi ph trc tip Direct distribution channel Knhphn phi trc tip Direct marketing Tip th trc tip Direct sales Bn hng trc tip(khng thng qua nh phn phi) Discount Gim gi; Chit khu chonh phn phi Discount competition Cnh tranh chitkhu Discount scheme Chng trnh chitkhu cho i l, nh phn phi. Discount store Ca hng gim gi; Cahng t phc v Discretionary income Thu nhp sauchi dng Discriminatory pricing nh gi phn bit Disposable income Thu nhp sau thu; Thu nhp chi dng c Dissatisfaction S khng tha mn Dissociative group Nhm tch bit Distribution availability Tnh snc ca h thng phn phi Distribution channel Knh phn phi Distribution coverage ph ca hthng phn phi Distribution network Mng li phnphi Distribution, exclusive Phn phi cquyn Distribution, multi-channel Chin lcphn phi a knh Distributor Nh phn phi Distributors brand Thng hiu thucnh phn phi (dealers brand) (Phn bit: manufacturers brand thng hiu thuc nh sn xut) Distributor, authorized Nh phn phic y quyn; Nh phn phi chnh thc Distributor, exclusive Nh phn phic quyn Division Phn nhnh; Phng ban Documentary film Phim ti liu Door-to-door channel Knh phn phi tn nh Door-to-door delivery Giao hng tnni Door-to-door sales Bn hng n tnnh Door-to-door service Dch v tn nh Down trend Xu hng th trng i xung

Down-to-earth Tnh cch bnh dn,ha ng Phong cch gn gi vi x hi Dumping S ph gi Duo Song th (duo objects) Duo brands Thng hiu song lp; Cpthng hiu c phn ln tnh cch ging Duopoly Tnh trng th trng do haicng ty lng on, hay c s thng ng

nhau, b sung v lin i ln nhau.

gia hai cng ty c chim th trng.(hin tng Coca-Cola v Pepsi ti mt s th trng).

Dutch auction u gi kiu H Lan Dynamic brand Thng hiu nng ng

6 T9 p2 h9 B6 `- N4 d5 G E

Earl B tc E-commerce Thng mi in t ERP- enterprise resource planning Phn mm qun l kinh doanh; H thng Ecology Ngnh mi trng Eco-Lifestyle Phong cch thn thin vi mi trng Early adopter Nhm (khch hng)thch nghi nhanh Economic environment Yu t (mi trng)kinh t Editor Bin tp vin Editor-in-chief Tng bin tp Editing, film Dng phim Editing studio Phng dng phim,Studio lm hu k Ego Ci ti c nhn, s t kiu Egonomics Kinh t c nhn ha Elasticity, price co gin gi Electronic data D liu vi tnh ha Electronic report Bo co vi tnhha (t ng cp nht)

vitnh ha qun tr ngun lc

Emblem Hnh chm khc; Mu biu tng Emboss Hnh chm ni, Hnh dp ni Embroidery Vt thu, Mu thu Emerging market Th trng mi ni;Th trng mi pht trin Emoticon Mt chui k t nhn gingmt trng thi cm xc (ghp ch: Emotion + Icon) Emotion Tnh cm, Cm xc Emotional benefits Nhm li ch cmtnh (sn phm) Emotional branding Xy dng thnghiu theo cm xc (Marc Gobe) Emotional values Nhm gi tr cmtnh (thng hiu) Emotionalist Ngi a cm Emotionless Dng dng; V cm Emotive Xc ng; Xc cm Empiricism Ch ngha kinh nghim Empiricist Ngi theo ch ngha kinhnghim Empowerment S trao quyn Empressement S vn v, Nhit tnhthi qu Emulation S thi ua Emulative spirit Tinh thn thi ua Emulator Ngi thi ua (khc vi: Competitor) Emulous Kht khao, ham mun End-benefits Li ch sau cng End-buyer Ngi mua sau cng End-user Ngi s dng cui cng, khch hng cui cng Endorsed branding Xy dng thng hiubng bo chng Endorsement S bo chng thng hiu;S bi th Endorser brand Thng hiu bi th Endorsee brand Thng hiu c bith Endowment S hin tng, S cho tng Enquiry (Inquiry) Th mua hng; Thyu cu mua hng

Entertainment Industry Ngnh cngnghip gii tr Entrepreneur Nh doanh nghip Entrepreneurship Tinh thn doanhnhn; Tinh thn khi nghip Episode on phim; Phn on; Tpphim; Kch bn Equality positioning nh v cn bng;nh v song i Ergonomics Khoa nghin cu v lao ng;Ngnh lao ng Escudo Logo, ng tin Esprit de corps Tinh thn ng i Esse Bn cht, ct li Essence Tinh ty (thng hiu) Essential Cn bn; Tinh cht Established c khng nh; Ngi c a v; Thng hiu c uy tn Esteem S knh trng Esteemed need Nhu cu c tn trng (Thuyt Nhu cu, A. Maslow) Estimate, cost Bng bo gi; c tnh chi ph Ethic, marketing o c marketing Ethical influences Cc nh hng o c Evaluation of alternatives nh gi phng n Evaluation, concept nh gi tng Evaluation, creative nh gi sng to Evolutionary positioning nh v cch tn Exchange Trao i, s giao lu vn ha, trao i hng ha Exchange, trends of Nhng Xu hng v giao lu, trao i, mua bn Exchangeable Tnh cht trao i c, C th trao i Exclusive distribution Phn phi c quyn Exclusive contract Hp ng c quyn Exclusive advertising agency i l dch v qung co c quyn Expertise K nng; Chuyn mn Exposure, brand S ph by nhn hiu E-commerce Thng mi in t

Fabrication Dng chuyn ba t Face value Gi tr danh ngha; Mnh gi Faceless V danh; Khng c c tnh Facility Phng tin lm vic; Trang b Fact S kin Facts & Figures S kin v D liu; Thng tin y Factor Nhn t; yu t Factor, Strategic Nhn t chin lc Factory Nh my Factory ship Tu nh c kim ch bin Factum Bng trnh by s kin Fade in; fade out a m thanh dn vo; Gim dn m thanh kt thc mt onnhc, on phim Fadeless Khng phai m; Khng phai nha (mt n tng hnh nh) Failure S tht bi; Mt s c gng khng thnh Fair Hi ch; Ch phin Fair Trade Thng mi cng bng; Phong tro bo v cc nc ngho trong thngmi ton cu (vd: t chc Oxfam) Fair-minded S khng thin v; Tinh thn cng bng; Khng thnh kin Fair-spoken n ni nh nhn Fair copy Bn chp sch; Bn tho sa hon chnh Fairy-land Chn thn tin; Ni c cnh p Fairy stream Sui tin Fake product Hng gi, hng nhi Faker Ngi bn hng r tin, Ngi bn hng nhi False step Mt bc i sai lm; Mt bc ht chn Fame S ni ting; Tn tui; Danh vng Famed Ni ting Family brands Thng hiu c quan h gia nh; Cc thng hiu trong cng mtcng ty. Family man n ng thuc typ v gia nh; Phong cch n ng hin lnh

Family tree Cy gia h, cy ph h Familiar Tnh cht quen thuc Famous S ni ting Famous brand Thng hiu ni ting Fan Ngi hm m Fanatic Ngi cung tn; S cung nhit Fancier Ngi snh si; Ngi snh iu Fancier, flower Ngi snh hoa Fanciless Khng snh iu; Khng c tnh sng to Fancy Sc tng tng; Sc sng to Fancy-bazaar Ch bn trang sc xa x; Ca hiu bn xa x Fanfaronade S khoe khoang khoc lc Fantasia Khc nhc ty hng; Khc nhc phng tng Fantasist Ngi sng tc ngu hng Fantoccini Tr ma ri; Con ri Far-famed Ni ting khp ni; Lng danh Farcical Khi hi, l bch Fashionable Hp thi; ng mt Fast moving consumer goods (FMCG) Hng tiu dng nhanh; Chng loi sn phm haymt thng hiu sn phm c s vng lun chuyn nhanh Fast and furious Nhanh nhn v sng ng Fellow Thn hu Fellow brands Thng hiu cng phe Fellowship S trao i chuyn gia; Trao i ging vin (nghin cu sinh) giacc trng i hc. Festival L hi, ngy hi Festivity marketing Tip th hot ng l hi Fiesta Festival (ting Ty Ban Nha) Fiesta, Promotional Ngy hi khuyn mi First-in S xut hin u tin chim lnh th trng First-in strategy Chin lc xut hin u tin chim lnh th trng

(Al Ries & Jack Trout) Finance Ti chnh Finance, Brand Ti chnh thng hiu (khi nim c s khi hnh thnh nn kinht thng hiu brand economy) Financial analysis Phn tch ti chnh Financial investment u t ti chnh Financial year Nm ti chnh Fiscal year Nm ti chnh Fixed assets Ti sn c nh Fixed cost Chi ph c nh Focus group Phng php nh tnh phng vn nhm Focus-group interview Phng vn nhm theo phng php focus-group Focus, strategy of Chin lc tp trung Forces, (The 5 Forces) M hnh 5 Th lc ca Micheal Porter (Suppliers; Customers; New Entrants; Sustitutes; v Competitors) Forecast D bo th trng Forecast, volume D bo sn lng bn Forecast, sales D bo doanh s Follower Ngi bm ui (so snh: market leader) Follower strategy Chin lc ngi bm ui Foreign brand Thng hiu nc ngoi Foreign brand character Yu t tnh cch ngoi lai, khng phi l tnh cch ctli ca mt thng hiu. Franchising Nhng quyn (thng hiu) Chuyn nhng c quyn Frequency Tn sut xut hin ca Qung co (TVC, Print Ad.) (thut ng media) Full-service advertising contract Hp ng qung co trn gi (c quyn) Functional benefits Li ch chc nng (sn phm) Functional discount Gim gi chc nng Functional extensions M rng theo chc nng

Funky Tnh cht snh iu (US) Gap of demand Khong trng nhu cu Gap of perception Khong trng gia thng hiu v k vng ca khch hng Gatekeeper Ngi gc ca (trong hnh vi mua) Ngi kim sot quy trnh (xem: Innovation Funnel) Generation Th h Generation gap Khong trng gia cc th h Generic brand Thng hiu thng dng; Thng hiu khng c tnh Genre Th loi (phim, kch, ngh thut) Gent Qu ng Geographic segmentation Phn khc theo a l Geographic subculture Tin vn ho theo vng min Geographical mapping Lp bn th trng theo a l Geographical pricing nh gi theo v tr a l Geo VALS Phng php VALS theo a bn (xem: VALS) Global marketing Tip th ton cu Global brand Thng hiu (cp ) ton cu V d: Coca-Cola, Nokia Global brand strategy Chin lc thng hiu ton cu Globalization Ton cu ha Globalization, brand Ton cu ha Thng hiu Go public C phn ha, i chng ha doanh nghip, Ln sn chng khon Goal Mc tiu, mc ch ngn hn Going-rate pricing nh gi theo gi th trng Goliath K khng l (phn din) (David and Goliath) Grand prix Gii thng ln Grand slam Thng li; Gii u ln (tennis)

Grandee Nh qu tc (Espanol) Grandioso (m nhc) hng trng Group interview Phng vn nhm Group, Focus Phng php Fous Group phng vn nhm trong nghin cu marketing Grade Phm cht; Phm cp; Cp cht lng sn phm Grade positioning nh v theo phm cp (theo chiu dc), tng ng vi nhng ncgi bn khc nhau. Graphic design Thit k ha Graphology Thut xem ch k Grave image Tng chm khc Great-hearted Tnh cch i lng Green-book, Green paper Sch xanh; D tho lut nhn dn ng gp GDP, Gross Domestic Product Tng sn lng quc ni GNP, Gross National Product Tng sn lng quc gia Group pricing nh gi theo nhm GBM, global brand management Qun tr thng hiu ton cu Guerilla marketing Chin thut marketing du kch Guesstimate Lp lun c on, Suy on Habit, shopping Thi quen mua sm" I: p8 x6 A1 \ r" _ Habit, media Thi quen truyn thng, thi quen xem truyn hnh, bo ch, radio,internet, cinema ca tng nhm i tng mc tiu khc nhauHead-liner Ngi sao truyn thng; Ngi c qung co nhiu: Head office Vn phng cng ty; Tng hnh dinh Heterogeneous market Th trng khng ng nht; Th trng hn tp (phn bit: homogeneous market, th trng ng nht)

Heuristics Tp hp hu hn cc ng thi ra quyt nh mua sm theo lun l vkinh nghim, l tp hu hn ca nuth khi ra quyt nh. High-end segment Phn khc cao cp (tng t: premium segment) High-end market Th trng dng cao cp High-motivated sales-team Nhm bn hng c tinh thn cng hin"

High-profile customer Khch hng thng lu High-tech Cng ngh cao Hierarchy of needs Thp Nhu Cu(Abraham Maslow) Hierarchy, Brand H thng th bcthng hiu, sn phm Hierarchy, 7P Marketing M hnh 7P theo 3 nc qun tr Hobby S thch c nhn Holding company Cng ty c phn Hole in one C nh gn mt gy vol Hole-in-one prize Gii thng cho cnh mt gy Hole-in-one sponsor Thng hiu ti tr c nh mt gy Home delivery Phn phi tn nh Home entertainment Gii tr ti nh Homemade branding Cch lm thng hiut tc; Amateur Homogeneous market Th trng ngnht Homogeneity S ng nht (ca thtrng, ca nhu cu) Honourable Vinh d Honourary chairman Ch tch danh d Horizontal conflict Mu thun hng ngang Horizontal multi-brand a nhn hiu theo chiu ngang, gi nguyn mc gi, tora nhng kiu sn phm khc nhau. (xem: multi-brand) Hybrid branding M hnh thng hiu song nng Hybrid car Xe hi chy in v nhin liu Hyphothesis Gi thuyt) Icon K hiu, Hnh nh biu trng, Thn tng Icon, brand Biu trng thng hiu Iconic brand Thng hiu biu trng Ideal competitive condition iu kin cnh tranh l tng Ideal competition environment M trng cnh tranh l tng Ideal market Th trng l tng Identity S nhn din; yu t Nhn bit

Identity, brand Nhn din thng hiu (brand identity system Identity, corporate Nhn din thng hiu cng ty Idol Hnh tng, Thn tng Idol, brand Hnh tng thng hiu! Illustration Minh ha Image attributes Cc yu t hnh nh! Image, brand Hnh nh thng hiu Image, gap of Khong trng v hnh nh Image, perceived Hnh nh k vng (t pha khch hng, cng chng) Image positioning nh v hnh nh (thng hiu); Image pricing nh gi theo hnh nh, Imaging industry Ngh nh, ngnh sn xut hnh nh, ngnh in Imagination S tng tng; Nng lc sng to Income elasticity Co gin (ca cu) theo thu nhp Individual branding Xc lp thng hiu n th Industrial marketing Tip th k thut Industrial sales Bn hng k thut Industrialist Nh Cng nghip Influencer Ngi nh hng; Ngi c uy tn Influential brand Thng hiu c nh hng Influential leader Nh lnh o c nh hng Information industry Ngnh cng ngh thng tin, Information search Tm kim thng tin Information system H thng thng tin Information, marketing Thng tin marketing Informatique Tin hc Infortainment Chng trnh Thng tin & Gii tr Initiatives Gii php, xut, tng, (mc kh thi thp hn solutions) Initiator Ngi khi u Innovator Nhm(khch hng) i mi

Innovation Funnel M hnh phu sng to v nghin cu pht trin ca Unilever Innovation, Marketing (chin lc) i mi trong marketing; Sng to Marketing Inside-out thinking Suy ngh phn thn Institutional channel Knh phn phi gm khch hng cng s, nh my, khu cngnghip Intangible assets Ti sn v hnh; Intangible benefits Li ch v hnh! Integrated Marketing Communication IMC, m hnh ti ha truyn thng tip th Truyn thng Tch hp: Intensive distribution Phn phi i tr, Phn phi su rng Interactive communication Truyn thng tng tc' Interactive marketing Tip th tng tc Internal record system H thng thng tin ni b Internal reference price Gi tham kho sn c (trong u) Internal PR PR ni b, PR i ni Internal branding Xy dng thng hiu bn trong cng ty International marketing Tip th quc t Investor Nh u t Investment strategy Chin lc u t Investment, brand u t Thng hiu

J Jeopardize, brand image Lm h tn hnh nh thng hiu Joint resolution Ngh quyt chung Joint-venture branding Lin doanh xy dng thng hiu" Join-promotion Khuyn mi lin kt (co-promotion) Job description Bng m t chc v trong qun l Job appraisal nh gi cng vic nh k Jobber Ngi bn s, ngi bn bun do n vng xa thnh ph, lm cu ni gianh phn phi trung tm v ngi bn l a phng Junk mail Th qung co (hoc th rc) gi qua bu in hoc qua email. Juxtaposition nh v song trng; Junketing Tic lin hoan

Junk mail Th qung co (hoc th rc) gi qua bu in hoc qua email Kernel, brand Nhn thng hiu, gi tr ct li, sn phm ct li Key Cha kha, B quyt Key to success Cha kha thnh cng' Key word T kha, T then cht, T li trong nh tn thng hiu (vd: thnh t Vina > Vinamilk, Vinamit) T kha hnh thnh mt concept (vd: Closeup) Key note Nt nhc chnh ca hp m3 q) Mi hng chnh to mt cng thc hng liu (vd: floral l mi hng chnh ca dng hng thanh thot, refreshment, dngcho x phng hng thanh thot refreshment soap) Keynote Then cht/ Keynote speaker Din gi chnh. Knight (tc) Hip s Vd: Sir. Richard Branson Knight of the road Ngi bn hng linh hot Knight of the brand Hip s Thng hiu (S gi Thng hiu Knighthood, Brand Tinh thn hip s ca thng hiu (brand charisma) Know-how B quyt (cng ngh Know-how, marketing B quyt tip th Know-how, brand B quyt thng hiu' Know-how, technology B quyt cng ngh Knowledge Tri thc Knowledge management Qun l tri thc, m hnh hoc tp trong ni b doanh nghip Knowledge economics Kinh t Tri thc Knowledge product Sn phm tri thc|

Knowledge of marketing Kin thc marketing; Knowingly C ch Jeopardize, brand image Lm h tn hnh nh thng hiu

Joint resolution Ngh quyt chung Joint-venture branding Lin doanh xy dng thng hiu Join-promotion Khuyn mi lin kt (co-promotion) Job description Bng m t chc v trong qun l Job appraisal nh gi cng vic nh k' Jobber Ngi bn s, ngi bn bun do n vng xa thnh ph, lm cu ni gianh phn phi trung tm v ngi bn l a phng. John bull (UK) Mt ngi Anh in hnh Journalist Nh bo Jubilee Ngy l i x (khc vi: Festival, Fiesta Judging board Ban gim kho Junk mail Th qung co (hoc th rc) gi qua bu in hoc qua email. Juxtaposition nh v song trng; Suy lun song trng (Edward de Bono: Lateral Thinking) Junketing Tic lin hoan Junk mail Th qung co (hoc th rc) gi qua bu in hoc qua email. Kernel, brand Nhn thng hiu, gi tr ct li, sn phm ct li Key to success Cha kha thnh cng Key note Nt nhc chnh ca hp m Mi hng chnh to mt cng thc hng liu (vd: floral l mi hng chnh ca dng hng thanh thot, refreshment, dngcho x phng hng thanh thot refreshment soap) Keynote Then cht Keynote speaker Din gi chnh Knight (tc) Hip s Knight of the road Ngi bn hng linh hot Knight of the brand Hip s Thng hiu(S gi Thng hiu) Knighthood, Brand Tinh thn hip s ca thng hiu) (brand charisma),

Know-how B quyt (cng ngh) Know-how, marketing B quyt tip th: Know-how, brand B quyt thng hiu. Know-how, technology B quyt cng ngh Knowledge Tri thc Knowledge management Qun l tri thc, m hnh hoc tp trong ni b doanh nghip Knowledge economics Kinh t Tri thc Knowledge product Sn phm tri thc Knowledge of marketing Kin thc marketing - National economy : kt quc dn - Economic cooperation : hp tc kt - International economic aid : vin tr kt qt - Embargo : cm vn - Macro-economic : kt v m - Micro-economic : kt vi m - Planned economy : kt k hoch - Market economy : kt th trng - Unregulated and competitive market : th trng cnh tranh khng b iu tit - Regulation : s iu tit - The openness of the economy : s m c ca nn kt - Rate of economic growth : tc tng trng kt - Average annual growth : tc tng trng bnh wn hng nm - Capital accumulation : s tch lu t bn - Indicator of economic welfare : ch tiu phc li kt - Distribution of income : phn phi thu nhp - Real national income : thu nhp qdn thc t - Per capita income : thu nhp bnh qun u ngi - Gross National Product ( GNP) : Tng sn phm qdn - Gross Dosmetic Product (GDP) : tng sn phm quc ni - Supply and demand : cung v cu - Potential demand : nhu cu tim tng

- Effective demand : nhu cu thc t - Purchasing power : sc mua - Active/ brisk demand : lng cu nhiu - Managerial skill : k nng qun l - Effective longer-run solution : gii php lu di hu hiu - Undertaking : cng vic kinh doanh - Joint stock company : cty c phn - National firms : cc cng ty quc gia - Transnational corporations : Cc cng ty siu quc gia - Holding company : cty m - Affiliated/ Subsidiary company : cty con - Co-operative : hp tc x - Sole agent : i l c quyn - Fixed capital : vn c nh - Floating/ Working/ Circulating/ liquid capital: vn lun chuyn - Amortization/ Depreciation : khu hao