Vocabulary review Unit 5

Prospects – potential customers

Do sth frantically - done in a hurried way and in a state of excitement or confusion

Overall
A striking example
Strategic alliance
To pursue a strategy
To resonate with sb
Leveraging - the act of using borrowed money to buy an investment or a company/
to use money to get more money

Testimonials
Dilution, deviation
Overpriced
To reposition the brand
To downplay (ecological) virtues
Be up to sth
Follow up results and make adjustments
Keep an eye on sth
Sign on the dotted line
Refined and polished (message)
To put yourself in sb’s shoes
High-end vs low-end (product/market offering)
To pick up on sth
To exploit (sth/sb)
(Marketing)-savvy
To covet - to want to have something very much, especially something
that belongs to someone else
Disposable income
Undoubtedly
Undeniably
Purchase intent
To foster (e.g an impression)
To scrutinize
Icy-cool
Brands on the block
Peers
Brand endorsers
A potent brand
To fine-tune the brand
Create some buzz
To nurture
To position a brand
Marketing mix (4Ps) – Product, Price, Placement, Promotion - A marketing mix includes multiple areas of focus as
part of a comprehensive marketing plan.

Market leader - the company selling the largest quantity of a particular product

Market challenger
Market follower
Market niche - a small area of trade within the economy, often involving specialized products

Market forces
Market trends
To customize/to tailor a product
A custom-made/ a tailor-made product
Market segmentation (methods of market segmentation) – dividing markets up into separate groups
Marketing strategy
Marketing plan
Marketing drive - refers to the way the products are marketed in order to achieve higher profits through higher
sales.

Marketing expenditure - A marketing expenditure is simply a payment made for a marketing-related investment or
expense. Market research, product development, promotions, sales and service are all areas in which companies
make marketing investments.

Product lifecycle
Product line
Product mix - the combination of products and services that a company sells

Brand awareness/recognition - knowledge

about the particular products a company
offers, especially compared to those offered by its competitors
Brand preference
Brand loyalty
Brand insistence
Quantitative vs qualitative data, research
Markup - (of a retailer) add a certain amount to the cost of goods to cover overhead and profit. (marża)

Breakeven analysis
Market share
Market segment
Profitability
Benchmarking - Benchmarking is a process of measuring the performance of a
company’s products, services, or processes against those of another business
considered to be the best in the industry, aka “best in class.”
Brand vs trademark
End-user
Value for money
Early adopters - a person who starts using a product or technology as soon as it becomes available

To differentiate, differentiation
To diversify, diversification
Market saturation

Collocations with sales, product, market, price, brand, competition

1. sales
2. product
endorse a product

3. market
leader
trend
share
segmentation
forces

4. brand
identity
5. competition

Advertising:

Commercials – an advertisement on television, radio or film

Product placement - a way of advertising a product by supplying it for use in films or television programmes

Product endorsement – when a celebrity uses a certain product as a way of promoting it

Sponsorship – activity of giving financial support to a sports or cultural event

Advertorials - an advertisement in a newspaper or magazine that is designed to look like an article by the writers of
the magazine

Banner ads - an advertisement that appears across the top of a page on the internet

Pop-ups - an advertisement that is shown in a new window in front of the window that you are looking at on
a website

Viral advertising - Viral marketing is a style of promotion that relies on an audience to organically generate and
push the message of a product or service. On social media, marketing is considered “viral” when it's being shared
rapidly by the public at large (with a compounding effect) rather than just its target audience

Billboards/hoardings – large outdoor signs used for advertising

posters - a printed promotion of an event, service, product, or idea posted in a high-traffic area

Free samples - a usually small and packaged portion of merchandise distributed free especially as an introduction to
potential customers

Leaflet/flyers – a printed sheet of paper containing information or advertising and usually distributed free.

mailshots – letters or e-mails advertising a product or service that companies send to a group of potential customers
at the same time

Point-of-sale advertising - Point of sale marketing (or POS advertising) is, specifically, a form of in-store
promotion or marketing campaign that takes place at the point a transaction occurs, in order to increase the number
of purchases.

Retail outlet – a place where goods are sold to customers

Word-of-mouth – e.g. when you hear about a new product form a friend or relative

Subliminal advertising - advertising that uses images and sounds that the conscious mind is not aware of,
in order to influence people and make them attracted to a product

Special offer - a product or service that is offered free or at a very low price to encourage people to buy or use
another product or service

Guerilla marketing - an advertisement strategy in which a company uses surprise and/or unconventional
interactions in order to promote a product or service.[1] It is a type of publicity.

Niche marketing - Niche marketing is defined as channeling all marketing efforts towards one well-defined
segment of the population. There is one important thing to understand that ‘niche’ does not exist, but is created by
smart marketing techniques and identifying what the customer wants.
Affinity marketing - Affinity marketing is a type of direct marketing in which a business forms a partnership with
an organization to provide goods or services in exchange for access to a new market. In this type of campaign, two
parties – the affinity group (made up of people linked by a common interest or goal) and the business providing the
group with a product or service – link their brands in a mutually beneficial way.

Cold-calling - the act of phoning or visiting a possible customer to try to sell them a product or service without
being asked by the customer to do so

Co-branding - the marketing of a product or service under two or more brand names

Price sensitivity - Price sensitivity is the way in which the cost of a product affects consumers' purchasing
decisions. It is also known as price elasticity of demand. This means the extent to which the sale of a particular
product or service is affected. In general terms, it is how demand changes as the cost of products changes.

Permission marketing - Permission marketing is a form of advertising where the audience is given the choice to
opt-in to receiving promotional messages. Common forms of permission marketing include opting into receiving
updates as part of an email list.

PR - Public relations (PR) refers to managing how others see and feel about a person, brand, or company.

Repeat purchases - A repeat purchase is the purchase by a consumer of a same-brand product as bought on a
previous occasion. A repeat purchase is an indicator of a degree of customer loyalty to a brand

Cross-selling - a sales technique involving the selling of an additional product or service to an existing customer

Consumer analysis - Consumer analysis is identifying a business's target customers and understanding their needs
to help professionals market the right products to them. It allows professionals to get to know their current
consumers and potential leads.

Brand stretching - refers to how far a business can stretch its products or services into new and unrelated markets
successfully. The less extreme variation of a brand stretch is a brand extension, where an existing brand launches a
new or modified product into the same broad market.

Brand extension - when a company uses one of its established brand names on a new product or new product
category (in the same broad market)

Brand families - A family brand (also referred to as umbrella branding) refers to when a manufacturer uses the
same brand name on two or more individual products.

Competitive edge/advantage - a factor which gives (a person, a company) an advantage over enemies, rivals, etc.

Outlays - an amount of money spent for a particular purpose, especially as a first investment in something

Lead times - Lead time is the amount of time that passes from the start of a process until its conclusion.
Companies review lead time in manufacturing, supply chain management, and project management during pre-
processing, processing, and post-processing stages. By comparing results against established benchmarks, they
can determine where inefficiencies exist.

Break into/enter/penetrate a market

Stand out from/differentiate yourself from competition
Measure up to competition
Launch/bring out a product
Come up with and idea
To bring down overheads - Reducing overhead refers to looking over the day-to-day expenses of your business and
finding areas where you can lower costs. (overhead – koszty ogólne)

To speed up deliveries
To break into/enter/penetrate a market
To stand out from the competition
To be squeezed out of the market
To come up against/ to take on/ outclass/succumb to/fight back against/ destroy the competition
A booming/thriving/healthy/buoyant market – (buoyant – napawający optymizmem, zwyżkujacy, rosnący, prężny)
Volatile/unpredictable market – (volatile - likely to change suddenly and unexpectedly, especially by
getting worse)

Weak/sluggish/flat/depressed market – weak: A market with few buyers and many sellers and a declining trend in
prices.

SWOT analysis - a study undertaken by an organization to identify its internal strengths and weaknesses, as well as
its external opportunities and threats.

Overriding aim - more important than any other considerations.

Premium price - a higher than standard price for a good which is perceived to be of higher quality than standard

Brand identity - a set of ideas and features that a company wants people to connect in their minds with its products
or brand

Bring a customer round to an idea

Client’s mindset
A USP - unique selling point/proposition: a feature of a product that makes it different from and better than
other similar products and that can be emphasized in advertisements for the product

Price war
A leading brand

Differentiation, to differentiate
Standardization, to standardize
Economies of scale - the reduction of production costs that is a result of making
and selling goods in large quantities, for example, the ability to buy large amounts of materials at reduced prices

Cultural sensitivity - Being aware that cultural differences and similarities between people exist without assigning
them a value – positive or negative, better or worse, right or wrong.

Market positioning
Emerging markets – (rynki wschodzące) An emerging market (or an emerging country or an emerging economy)
is a market that has some characteristics of a developed market, but does not fully meet its standards. This includes
markets that may become developed markets in the future or were in the past

Market entry costs

Cultural norms
Competitive position
Competitive capabilities
Premium brand
Predominantly - mostly or mainly

To opt for sth - to choose one thing or possibility rather than others: opt for sth Mike opted for early retirement.

A distinct market - a clearly defined segment of customers with unique needs or characteristics

A paradigm - a model of something, or a very clear and typical example of something

to be pragmatic - based on practical judgments rather than principles

corporate identity - the qualities of a company that make it different from other companies, and the images, words,
etc. that it uses to make itself familiar to its customers, for example in its advertisements, on its letters, etc.

minimum, to minimize, minimal – to reduce

Marketing Strategies (video):

A buzzword – e.g ‘superfood’ a word or phrase, often an item of jargon, that is fashionable at a particular time or in
a particular context

To be positioned – be put in a particular place for a reason

To be inclined – be likely to do something or behave in a particular way

A paradox – a situation that is difficult to understand because it has facts that contradict or are opposite to each
other

Persuasive – able to make other people believe something or do what you ask

To mislead – make someone believe something that is not true by giving them information that is false or not
complete

Well-being – the state of feeling comfortable, healthy and happy

A tactic – a method that you use to achieve something

A decoy effect – e.g. when marketers add a more expensive item to a group of two less expensive ones (decoy –
przynęta) The decoy effect describes how, when we are choosing between two alternatives, the addition of a third,
less attractive option (the decoy) can influence our perception of the original two choices.

To get one over on someone – to outsmart someone

To buy into sth - to start to do something that a lot of other people are doing, or to believe something that a lot of
other people believe, e.g. ‘If someone buys into an idea, they are convinced by it.’

To cancel out (the effects of sth) - to remove the effect of one thing by doing another thing that has
the opposite effect

To have a trick up one’s sleeve – to have a plan that has not been yet announced

To tap into sth – to use it to give us the results we want

To have legal standing – to be able to use in a court of law

To be well-versed in sth – to know great deal about sth, highly experienced, practiced, or skilled; very
knowledgeable; learned: ‘He is a well-versed scholar on the subject of biblical literature.’

There’s more than meets the eye – there is more information than we can see at first

Plus PREPOSITIONS and prepositional phrases (student’s book and additional materials)