Marketing-Wörterbuch / Marketing Dictionary: Deutsch-Englisch, Englisch-Deutsch / German-English, English-German [Reprint 2011 ed.] 9783110815641, 9783110151701

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Marketing-Wörterbuch Koschnick Marketing Dictionary

Wolfgang J. Koschnick

Marketing-Wörterbuch Deutsch - Englisch Englisch - Deutsch

Marketing Dictionary German - English English - German

w G DE

Walter de Gruyter · Berlin · New York 2000

θ Gedruckt auf säurefreiem Papier, das die US-ANSI-Norm über Haltbarkeit erfüllt.

Die Deutsche Bibliothek - CIP-Einheitsaufhahme Koschnick, Wolfgang J.: Marketing-Wörterbuch : deutsch-englisch, englisch-deutsch = Marketing dictionary / Wolfgang J. Koschnick. - Berlin ; New York : de Gruyter, 2000 ISBN 3-11-015170-7 © Copyright 2000 by Walter de Gruyter GmbH & Co. KG, D-10785 Berlin. Dieses Werk einschließlich aller seiner Teile ist urheberrechtlich geschützt. Jede Verwertung außerhalb der engen Grenzen des Urheberrechtsgesetzes ist ohne Zustimmung des Verlages unzulässig und strafbar. Das gilt insbesondere für Vervielfältigungen, Übersetzungen, Mikroverfilmungen und die Einspeicherung und Verarbeitung in elektronischen Systemen. Printed in Germany Druck: WB-Druck, Rieden am Forggensee Buchbinderische Verarbeitung: Lüderitz & Bauer GmbH, Berlin Umschlaggestaltung: Christopher Schneider, Berlin

Vorwort Dieses Nachschlagewerk knüpft unmittelbar an mein Standard-Wörterbuch für Werbung, Massenmedien und Marketing an. Es ergänzt den terminologischen Begriffsapparat um die reinen Marketingtermini, die in einem auf Werbung fokussierten Buch nicht zu finden sind. Da es vielfach mit der reinen Übersetzung eines Begriffs nicht getan ist, folgt auch dieses Nachschlagewerk dem Konzept der beiden vorangegangenen Bände und fügt in allen Fällen, in denen sich das als nützlich und sinnvoll erweist, der reinen Übersetzung eine kurze, knappe Begriffserläuterung hinzu. Ziel dieser Kompilation ist es, die Erläuterungen so kurz und knapp wie möglich zu erhalten, um den Nutzwert des Buchs zu erhöhen. Allensbach am Bodensee Im September 1999

Wolfgang J. Koschnick

Preface This reference work is a more or less immediate continuation of the Standard Dictionary of Advertising, Mass Media and Marketing/Standardwörterbuch für Werbung, Massenmedien und Marketing focusing on marketing and related concepts. The new set of books provides an addition to the two predecessor volumes and, in so doing, it supplies both translations of the terms plus brief definitions and/or explanations. It is the idea of the compilation of terms to cater to the requirements of its users and to provide brief, but exhaustive information without going into too much detail. The rule is to give explanations not longer than one single sentence in addition to the translation of the terms. Allensbach on Lake Constance September 1999

Wolfgang J. Koschnick

Abkürzungen Abk adj Am brit bzw. cf. colloq derog eigentl etc. / fig m η obsol pl sg sl ungebr v/i v/t —»

Abkürzung Adjektiv Amerikanisch, amerikanisches Englisch Britisch, britisches Englisch beziehungsweise vergleiche (Verweis auf Gegenbegriffe) umgangssprachlich derogatorisch eigentlich usw. feminin, weiblich figürlich, bildlich maskulin, männlich neutrum, sächlich obsolet, veraltet Plural Singular Slang, Fachjargon ungebräuchlich transitives Verb intransitives Verb siehe, siehe auch (Verweis auf Synonyme und verwandte Begriffe

Abbreviations abbreviation adjective American, American English British, British English respectively confer (reference to antonyms and contrasted terms colloquial speech derogatory originally etcetera feminine figuratively masculine neuter obsolete plural singular slang not commonly used transitive verb intransitive verb see, see also (reference to synonyms and related terms)

A abbauen v/t (economics) 1. (Kosten) to reduce, to cut, to cut down, to retrench 2. (Auftragsbestand, Arbeitsüberhang) to work off abbestellen v/t (Waren) to cancel an order for, to countermand Abbestellung / cancellation, Am also cancelation, countermand Abbestellungsfrist/cancellation date Abbestellungsrate / (Abbestellquote f ) rate of cancellations, cancellation rate, percentage of cancellations Abbruch m (statistical quality control) cut-off The artificial truncation (—» Stutzen) of a quality control procedure at a point when it becomes apparent that enough data have been collected for the purpose in view.

Abbruch m bei großen Stichproben (statistical quality control) large-sample cutoff, largesample cut-off The truncation (-» Stutzen) of a sampling process at a point when it becomes apparent that enough data have been collected for the purpose in view.

Abbruchsverfahren η (Cut-off-Verfahren η) (statistical quality control) —> Auswahl nach dem Konzentrationsverfahren ABC-Analyse / (economics) ABC analysis, ABC inventory management, ABC inventorycontrol system The practice of dividing inventories into three categories (A,B,C) based on relative high or low usage and/or high or low costs. This arrangement makes analysis of most economical order quantity (EOQ), (—> optimale Bestellmenge), more efficient by providing for selective inventory control.

Abfangen η (von Kunden) touting, pulling-in (of customers) Abfindung/(Abfindungszahlung/) (economics) severance pay Abflußquote/(Abflußrate f ) (marketing) customer decay rate, decay rate The proportion of customers lost in a year as a result of brand switching. The rate indicates the amount of weakening of the effects of prior marketing efforts,

abgebrochene Prüfung / (statistical quality control) curtailed inspection An inspection that is either stopped at a point not provided for by the sampling inspection plan or the stoppage of inspection provided by the plan itself in truncating (—* Stutzen) the sampling procedure before acceptance or rejection lines are reached,

abgeleitete Nachfrage / (abgeleiteter Bedarf

m) (economics) secondary demand, derived demand The demand for industrial goods is dependent on the ultimate demand for the consumer goods (—» Konsumgüter) into which they are transformed. Industrial sellers at different levels are affected by a change in consumer demand for a particular product.

abgeleitetes Ziel η (organizational sociology) derived goal One of those goals of an organization which make use of the power the organization generates in the pursuit of other goals.

abgepackte Waren f/pl (Produkte n/pl) —> Fertigwaren Abgleich m (Abgleichung/, Abgleichen η) (direct marketing) —> Adressenabgleich Abgrenzung / regionaler Teilmärkte (economics/marketing) zoning, price zoning, zonedelivered pricing A modification of uniform-delivered pricing (—> einheitliche Preisstellung frei Haus) under which the seller divides customers into geographic zones and then charges the customers within each zone the same price.

Abhängigkeit / dependence Abholdienst m collection service, pickup service Ablauf m -» Verfahren Ablaufdiagramm η —> Ablaufsdiagramm, Flußdiagramm Ablaufplanung/(betriebliche Planung/, Betriebsplanung/) (economics) operational planning, operational management Management which emphasizes the current programs of an organization.

Ablaufsanalyse / (economics) process analysis, pi analyses, methods study, work simplification The systematic study of the activities and flows of all the steps involved in processes.

Ablaufsdiagranun η (Ablaufsdarstellung /, Flußdiagramm η) (graphic representation) process chart, flow chart, flow diagram A chart or diagram showing the sequence of operations and tracing the flows of people, objects or steps through a process.

Ablaufsmuster η (Verfahrensmuster η, Verlaufsmuster η) processual pattern Ablaufsstudie / —> Verlaufsstudie Ablehnungsbereich m (Bereich m der Ablehnung, Zurückweisungsbereich m, Schlechtbereich m) (statistical quality control) rejection

Ablehnungsgrenze

2

area, area of rejection, rejection region, region of rejection, critical region, latitude of rejection The intervals for a statistic that determine whether or not the null hypothesis (-» Nullhypothese) can be rejected.

Ablehnungsgrenze / (Zuriickweisungsgrenze / , Schlechtgrenze/) (statistical quality

control)

rejection line, rejection boundary The boundary line which divides the acceptance region (—> Annahmebereich) from the rejection region.

cf. Annahmegrenze Ablehnungslinie / (Zurückweisungslinie /, Schlechtlinie f ) (statistical

quality control) re-

jection line, rejection boundary cf. Annahmelinie Ablehnungszahl / (Zurückweisungszahl /, Schlechtzahl/) (statistical

quality control) re-

jection number In sequential analysis (—» Sequenzanalyse) and in acceptance inspection schemes (-> Abnahmekontrolle) the number of defectives (—» fehlerhaftes Stück) requiring the rejection of the batch (—> Partie).

cf. Abnahmezahl, Annahmezahl Abnahme / (Annahme / ) 1. (Verringerung /, Verminderung/, Dekrement n) decrement 2. acceptance 3. —> Abnahmeprüfung, Qualitätskontrolle Abnahmefunktion / (Verminderungsfunktion f ) (mathematics/statistics) decrement function Abnahmekontrolle / (Annahmekontrolle f ) (statistical

quality control)

acceptance inspec-

tion, acceptance control, acceptance testing, attribute inspection, attribute sampling The inspection of items to determine whether they are acceptable, i.e. conform to standards required by the intending user. —* Qualitätskontrolle

Abnahmekontrollkarte / (Annahmekontrollkarte /, Kontrollkarte f , Annahmekontrollkarte / , Annahmekontrollgraphik/) (statistical quality control) acceptance control chart,

control chart A simple form of quality control chart (—> Kontrollkarte) in which lots are accepted or rejected according to whether plotted values of the mean value of the lot or batch fall inside or outside the specified acceptance control limits.

Abnahmelinie / (Annahmelinie f , Gutgrenze f ) (statistical

quality control) acceptance line,

line of acceptance, acceptance boundary, boundary of acceptance, acceptance control limit In sequential analysis (—> Sequenzanalyse) the graph of the acceptance number (—> Abnahmezahl) as ordinate against the sample number as abscissa.

cf. Zurückweisungslinie Abnahmeprüfung / mittels Merkmale (statistical

qualitativer

quality control)

inspec-

tion by attribute, attribute sampling —> Attributprüfung Abnahmezahl / (Annahmezahl /, Gutzahl f ) (statistical quality control) acceptance number In sequential analysis (-> Sequenzanalyse) and in acceptance inspection schemes, (—> Abnahmekontrolle) the number of defective items (dependent on the sample number) which, if attained, requires the acceptance of the batch under examination.

Abnehmer m (economics) buyer, purchaser, customer, client Abnehmerbefragung f —> Käuferbefragung Abnehmerbindung(en) f (pi) —> Absatzbindung(en) Abnehmerfinanzierung / —> Absatzfinanzierung Abnehmerverhalten η —> Käuferverhalten, Konsumverhalten abpacken v/t to package, to pack, to pack up Abpacken η —> Verpacken abrunden v/t (mathematics/statistics)

to round

down cf. aufrunden Absahnplan m (Absahnstrategie /, Marktabschöpfungspolitik f ) (marketing) cream plan, creaming, creaming strategy, milking strategy, skimming policy, skimming strategy, profit-taking strategy The introduction of a new product at a high initial price with a view to „skimming the cream off the market" at the upper end of the demand curve. It is accompanied by heavy expenditure on promotion. —> Abschöpfungsstrategie Absatz m (economics) 1. sales pi, turnover Sales achievement expressed in quantitative, physical or volume terms. The total revenue generated by the sale of merchandise and/or services during a given period is the gross sales volume.

2. (Tätigkeit) selling 3. —» Absatzmenge Absatz- —> Distribution-, Marketing-, VertriebAbsatz m über ausgewählte Absatzmittler —> selektiver Vertrieb Absatzaktivität(en) / (pi) (economics)

sales

activity (activities pi) Absatzanalyse f (economics) 1. sales analysis The use of sales figures to evaluate a firm's current performance.

2. distribution analysis The systematic examination of the quality, organization, performance, and number of outlets and channels of distribution (-» Absatzwege) for a company's products.

3. marketing analysis

Absatzgemeinkosten

3 Absatzaußenorganisation / —> Verkaufsaußenorganisation Absatzbarometer η (economics) sales barometer A means of comparing the level of sales performance against preset standards.

Absatzbeobachtung f (economics) 1. sales observation 2. distribution observation —> Vertriebsbeobachtung 3. marketing observation Absatzberater m —> Marketingberater Absatzbereich m —> Absatzgebiet Absatzbezirk m (economics) sales district —» Absatzgebiet Absatzbudget η (economics) sales budget A tabulation of anticipated accounting figures covering sales revenue and direct selling costs shown in predetermined divisions of time, products, territory or market segment.

Absatzchance(n) / (pi) (economics) sales prospects pi, prospective sales pi Absatzdaten n/pl (economics) 1. sales data pi 2. distribution data pi Absatzdestinatar m —> Zielperson Absatzelastizität / (economics) sales elasticity —> Elastizität, Nachfrageelastizität Absatzentwicklung/(economics) development of sales, sales development Absatzerfolg m (Absatzwirkung/) (economics) sales effectiveness Absatzertrag m —> realisierter Ertrag Absatzerwartung(en) f (pi) (economics) sales expectation(s) (pi) Absatzfinanzierung/(economics) financing of sales, sales financing Absatzflaute / (economics) period of slack sales, sales stagnation Absatzförderung / 1. (economics) promotion, promotional activities pi Any sales activity that supplements or coordinates personal selling (-> persönlicher Verkauf) and advertising (—» Werbung) but which cannot be strictly classified as either.

—» Absatzförderungsmix, Verkaufsförderung, Promotion 2. (retailing) merchandising Selling the right products in the right quantities, at the right place, at the right time, and at the right price.

Absatzförderungsausgaben f/pl (Promotionsausgaben f/pl) (marketing) promotional expenditure The amount that a company spends on its total promotional effort, which consists of advertising, personal selling, and sales promotion.

Absatzförderungsinstrument η (marketing)

promotional instrument, instrument of sales promotion —» Verkaufsförderung Absatzförderungsmaterial η (Absatzförderungsmittel η) (marketing) 1. promotional material, promotion matter, promotool Any material that supplements or coordinates personal selling (—> persönlicher Verkauf) and advertising (—> Werbung), but which cannot be strictly classified as either.

2. (zusammenhängendes Paket von Materialien) promotional kit, promotional package Absatzförderungs-Mix η (marketing) promotion mix, promotional mix The primary role of promotion is to communicate with individuals, groups, or organizations in the environment to directly or indirectly facilitate exchanges. The five major ingredients that can be included in an organization's promotion mix are advertising, personal selling, publicity, packaging, and sales promotion.

Absatzförderungsnachlaß m (economics) promotion allowance, merchandising allowance, dealer promotion rebate, promotion rebate, buying allowance An allowance made by a manufacturer or his or her agent to a wholesaler or retailer who agrees to promote the product purchased under allowance.

Absatzförderungsstrategie / (Promotionsstrategie f ) (marketing) promotional strategy, promotion strategy The planning, implementation, and control of persuasive communication with customers. These strategies may be designed around advertising, personal selling, sales promotion, or any combination of these.

—> Absatzförderungs-Mix Absatzform(en) fipl) distribution organization, brit organisation, sales organization, brit organisation —> Absatzorganisation Absatzforschung / (Absatzlehre / ) (economics) sales research Absatzfunktion(en) f (pi) —> Handelsfunktionen Absatzgarantie f (economics) sales guarantee Absatzgebiet η (Absatzbereich m) (economics) sales area, sales territory, area of distribution, distribution area, trading area, trading zone A district whose size is usually determined by the boundaries within which it is economical in terms of volume and cost for a marketing unit or group to sell and/or deliver a good or service.

Absatzgemeinkosten pi (economics) 1. sales overhead cost 2. distribution overhead cost —> Gemeinkosten

Absatzgenossenschaft Absatzgenossenschaft f (economics) cooperative marketing association A voluntary organization of producers who jointly own and wholly or partly finance the organization to achieve common sales ends for all members of the cooperative. Absatzgeschwindigkeit f (economics) sales turnover, turnover rate, rate of stockturn, turnover, merchandise turnover, inventory turnover, stock turnover, stocktum The rate at which trading stock is sold and replaced. Absatzgroßhändler m (wholesaling) 1. industrial distributor A type of wholesalers that sell only to industrial accounts. 2. mill supply house A full-service merchant wholesaler which carries a large number of products for specific industries and performs a wide variety of functions for ist customers. Absatzhelfer m/pl (Absatzhilfsbetriebe m/pl) (marketing) facilitating agencies pi of marketing Functional specialists performing special tasks for members of a marketing channel (—» Absatzweg) without getting involved in directing or controlling channel decisions. Absatzhonorar η royalty on sales, author's royalty Absatzindex m —» Absatzkennzahl Absatzinnenorganisation / - » Verkaufsinnenorganisation Absatzinstrument / (Absatzinstrumentarium ri) —> absatzpolitische Instrumente Absatzkanal m (economics) 1. sales channel, channel of sales 2. channel of distribution, distribution channel, trade channel The structure of intra-company organization units and extra-company agents and dealers, wholesale and retail, through which a commodity, product, or service is marketed. —> Vertriebskanal 3. marketing channel 4. —> Absatzweg Absatzkennzahl / ( Absatzkennziffer f ) (economics) 1. operating ratio A ratio which expresses items on the income, or operating, statement of a company as percentages of net sales. 2. sales index, sales index number 3. marketing index, marketing index number 4. —> Vertriebskennzahl (Vertriebskennziffer) Absatzkette/(economics) chain of distribution, trade chain, sales chain —> Absatzweg Absatzkontingent η —> Absatzquote

4 Absatzkontrolle / (economics) sales control, control of sales, sales audit The use of a system or procedures to enable the supervisory personnel in a business company to monitor the performance of the selling operation, particularly in relation to the field force, using predetermined aims or goals. Absatzkonzept η (Absatzkonzeption f ) —> Marketingkonzept Absatzkooperation / —» Marketingkooperation Absatzkredit m (economics) sales credit, sales loan Absatzlage/—> Marktlage Absatzlehre/—> Absatzforschung Absatzleistung/-> Marktleistung Absatzlenkung/feconomiciJ sales control, distribution control, controlled distribution —> Absatzkontrolle Absatzmarketing η (economics) sales marketing, business marketing cf. Beschaffungsmarketing Absatzmarkt m (economics) sales market The specific location, geographic area or aggregate of people who, as individuals or as organizations, have needs for goods or services in a product class and who have the ability, willingness, and authority to purchase a seller's products or services. cf. Beschaffungsmarkt Absatzmarkt m für industrielle Erzeugnisse (economics) industrial market A market which consists of individuals, groups, or organizations that purchase a specific kind of product for direct use in producing other products or for use in day-to-day operations. Absatzmarktforschung/sales market research cf. Beschaffungsmarktforschung Absatzmaximierung / (economics) maximization of sales, sales maximization, brit maximisation Absatzmenge / (Absatzvolumen η) (economics) sales volume, total number of sales, sales pi, quantity sold Sales achievement expressed in quantitative, physical or volume terms. Absatzmethode f (economics) sales method —»Absatzpolitik, Absatzweg(e) Absatzminimierung f (economics) minimization of sales, sales minimization, brit minimisation Absatzmittler m (economics) marketing intermediary, intermediary, middleman Someone who performs activities that are designed to move products from producers to consumers or industrial buyers. Absatzorgan η —> Marketingorgan, Vertriebsorgan Absatzorganisation / (Absatzform / ) (economics) sales organization, brit sales organisa-

5 tion, sales force, salesforce, salesforce organization The structure and distribution of the sales personnel, head and branch offices or warehouses and possibly shops. Absatzorganisationsgröße / ( G r ö ß e / d e r Absatzorganisation) (economics) size of sales organization, brit size of sales organisation, size of sales force, size of salesforce, size of salesforce organization, size of the salesforce The size of the sales force needed to perform an effective job. Absatzpflege/—> Marketing Absatzplan m (economics) sales plan Absatzplanung f(economics) sales planning That part of the marketing planning work which is concerned with making sales forecasts, devising programs for reaching the sales target, and deriving a sales budget. Absatzpolitik / (absatzpolitische Instrumente n/pl) (economics) sales policy The company policies enjoined upon the sales force in order to promote uniform achievement of marketing objectives, absatzpolitisches Ziel η (absatzpolitische Ziele n/pl) (economics) objective(s) (pi) of sales policy Absatzpotential η (unternehmensspezifisches Absatzpotential η) (economics) sales potential The maximum possible sales achievement of an individual company ignoring all constraints on feasibility or desirability. cf. Marktpotential Absatzprämie / (sales promotion) premium money, push money (P.M., PM) A promotional tool that is used in an incentive program designed to push a line of goods by providing additional compensation to salespeople. Absatzprognose / (economics) sales forecast, sales prognosis, company sales forecast An estimate of sales for a specified future period under a proposed marketing plan or program and under an assumed set of economic and other forces outside the unit for which the forecast is made. Absatzquote / (economics) sales quota, sales proportion, sales ratio Absatzradius m —> Einzugsgebiet Absatzregelung(en) f(pl) (economics) 1. sales regulations pi, trade regulations pi 2. marketing regulations pi Absatzregion/—> Absatzgebiet Absatzrevision /(economics) sales audit, auditing of sales Absatzrisiko η —> Marktrisiko Absatzrückgang m (economics) decline of sales, decrease of sales The last of four stages in the product life cycle

Absatzwege-Manager (—» Produktlebenszyklus). Sales turn downward, profits decrease, competitors leave the market. Absatzschwankung(en) / (pi) (economics) sales fluctuation, fluctuation of sales The irregular development in the sales of a product or service. Absatzsegment η (economics) segment of sales Absatzsegmentierung / —» Marktsegmentierung Absatzsegmentrechnung / —» Deckungsbeitragsrechnung, Marktsegmentrechnung, Segmentierung Absatzsoll η (Absatzsollziffer f ) sales target Absatzstatistik / (economics) sales statistics pi construed as sg Absatzsteigerung/(economics) 1. increase in sales, sales increase, sales growth, sales growth over time, sales volume growth The growth in sales volume over time. 2. (planmäßig) sales drive Absatzstockung f (economics) slump in sales, slowdown of sales, stagnation of sales Absatzstrategie /(economics) sales strategy A plan of the sales activities undertaken to achieve set objectives including territory targets, methods of selling, rates of calling and budgets. Absatzstruktur/—> Marktstruktur Absatzsystem η —> Vertriebssystem Absatztaktik f (economics) sales tactics pi construed as sg Absatztechnik/—> Absatzmethode Absatztheorie/—> Marketingtheorie Absatzverbund m —> Absatzkooperation, Marketingkooperation Absatzvolumen η —» Absatzmenge Absatzweg(e) m(pl) (economics) 1. sales channel, channel of sales 2. channel of distribution, distribution channel, trade channel, marketing channel The means by which goods and services are transferred from the original manufacturer or supplier to users or consumers implying change of ownership or possession. Absatzwegebewertung / (Absatzwegbewert u n g / ) (economics) distribution-channel evaluation, channel evaluation The evaluation of channels of distribution on criteria as cost of distribution, coverage of market (penetration), customer service, communication with the market, and control of distribution networks. Absatzwegeefiizienz f (economics) channel efficiency Absatzwegekontrolle / (Kanalkontrolle (economics) channel control Absatzwege-Manager m channel manager

/)

Absatzwege-Management

6

Absatzwege-Management η (Kanalmanagement η) (marketing) channel management

kauf m) (retailing) seasonal closing-out sale, seasonal sale

Channel management concerns product exposure and channel leadership in the division of functional tasks.

The sale of goods at a reduced price to clear surpluses or end of season stock on the grounds of incomplete assortment, error in judging demand, or space priorities,

Absatzwegemodifikation / (Absatzwegemodifizierung/) (marketing) channel modification The introduction of a change into the existing distribution airangements based on evaluation and critical review.

Absatzwegepolitik f (economics) channel policy, sales channel policy, distribution channel policy, trade channel policy, marketing channel policy, channel-structure strategy

abschöpfen v/t (economics) to cream, to cream off, to skim, to skim off, to milk Abschöpfung / (Abschöpfungsstrategie /, Skimming-Strategie f ) (economics) creaming, creaming strategy, skimming, skimming strategy, skimming policy, milking, milking strategy, profit taking, profit-taking strategy

The number of intermediaries which may be employed in moving goods from manufacturers to customers.

The practice of introducing a new product at an artificially high initial price for a new product with a view to „skimming the cream off the market" at the upper end of the demand curve.

Absatzwegkapitän m (economics) 1. channel captain

Abschöpfungspreis m (economics) skimming price, skim-the-cream price

The firm acting in leadership of a trade channel which has become a single, integrated system.

A price set high initially with the objective of getting the best out of the market rather than the most.

2. channel leader A channel member which because of its position or economic power can stipulate marketing policies to other channel members.

Absatzwegmacht / (Kanalmacht f ) (marketing) channel power The ability of one channel member to influence goal achievement of another channel member.

Absatz Wirtschaft / (economics) marketing industry absatzwirtschaftlicher Indikator m (economics) marketing indicator absatzwirtschaftliche Kennzahl / —> Absatzkennzahl, Absatzkennziffer Absatzzahl / (Absatzziffer f ) (economics) sales figure Absatzzentrum η (economics) distribution center, brit centre Absatzziel η (economics) sales objective, sales target The volume of sales set for an individual salesperson taking into consideration his or her record and capabilities, territorial conditions, competition and potential, as well as the company's overall sales forecast.

abschließende Entscheidung / (statistics of decision-making/statistical quality control) terminal decision In sampling schemes of a sequential type, a decision which involves terminating the sampling process.

Abschlußjahr η (Geschäftsjahr η) (economics) contract year Abschlußtermin m (Abschlußstichtag m) (economics) closing date Abschlußzwang m —> Kontrahierungszwang Abschnitt m stage Abschnittsschlußverkauf m (Abschnittsver-

Abschöpfungspreispolitik / (economics) skimming pricing abschreiben v/t (economics) to write off Abschreibung f (economics) write-off Abschwung m —» Rezession absenden (abschicken) v/t to dispatch, also despatch, to send off, to send away, (mit der Post) to mail, brit to post Absender m sender Absenderangabe / (Absenderadresse / ) sender's address Absendetag m (Absendetermin m) day of dispatch, date of dispatch Absendung/(Absenden / ) dispatch, dispatching, mailing, mail-out Absentismus m (industrial sociology) absenteeism, employee absenteeism The rate of absence from work of an individual or a work force in a given period of time or the failure of an employed individual to report to work,

absetzbar adj 1. saleable, also salable, marketable (leicht oder schwer absetzbar) easy to sell, difficult to sell 2. (steuerlich) deductible, subject to tax exemption absetzen v/t (economics) (Ware, Leistungen) to sell, to market Absteigerung / —> Auktion auf Abstrich (Abstrichverfahren) Absterbetafel / (statistics) life table, mortality table Abstrich m —> Auktion auf Abstrich (Abstrichverfahren) abstufen v/t (economics) —> staffeln Abstufung f (economics) —» Staffelung

7 Abteilung / (Dienststelle / , Geschäftsstelle / ) (organizational sociology) department, division One of a set of units into which the activities of an organization are subdivided to better fulfill its tasks. Abverkaufsgeschwindigkeit / (economics) number of sales at the point of sale, sales rate at the point of purchase, inventory turnover The amount of time at which a specified fraction of a retailer's or wholesaler's inventory is sold or turned over. Abwärtsmobilität / (Abstiegsmobilität / , Mobilität / nach unten, soziale Abwärtsmobilität/) (mobility research) downward mobility, downward social mobility, skidding The downward movement or development in social class, status or power hierarchies. cf. Aufwärtsmobilität Abwehrpreis m (economics) keep-out price, preemptive price, stay-out price A type of penetration price (—> Marktdurchdringung) which is set so low that the market is made unattractive to potential entrants, who might become formidable competitors. Abwehrzeichen η —> Defensivzeichen Abweichungsanalyse / —» Soll-Ist-Vergleich abwickeln v/t (Aufträge) to handle Abwicklungsentscheidung / operational decision A class of business decisions which are dealing with the current operations of the business. Abwicklungsgebühr/-* Bearbeitungsgebühr Abwicklungsplan m (economics) operational plan A functional plan that deals with the potential human resources of an enterprise and components such as organizational structure and development, personnel planning, etc. Abwicklungsprovision / (economics) handling commission A commission (—> Provision) paid to a functional middleman to cover the cost of physically handling orders of a manufacturer. Abzug m (economics) —» Nachlaß, Preisnachlaß, Rabatt abzugsfähig adj (economics) (Kosten) deductible Abzugsfähigkeit / (economics) (Kosten) deductibility Acquisition/—» Akquisition Adaptation / (Adaptierung f ) (Produktanpassung/) (economics) adaptation The use of a basic idea with major modification. Adaptations-Niveau-Theorie / (psychology) adaptation-level theory, theory of adaptation level (H. Helson) adaptieren v/t to adapt adaptive Optimierung / (statistical quality

Adressenvermittlung control) adaptive optimization, brit optimisation A control system for physical processes based on statistical adaptation as a series of observations proceeding through time. Adäquanz / adequacy Adequacy-Importance-Modell η adequacyimportance model administrative Entscheidung / (economics) administrative decision A class of business decisions which pertain to the collection, organization, and development of the firm's resources, Typical decisions in the administrative area involve staffing and organizational structure, degree of decentralization, lines of communication, and information flows, administrative Planung f (economics) administrative planning Planning for the human resources of the organization, including organizational structure and development and human resource planning. Admira-System η —> Schneeballverfahren Adopter m (psychology/market research) adopter An individual who adopts an innovation. Adoption/(psychology/market research) adoption Adoptionsmodell η (psychology/market research) adoption model —> Adoptionsprozeß Adoptionsprozeß m (psychology/market research) adoption process The mental activity by which new products are adopted by society, i.e., the process which occurs from the time an individual first becomes aware of an innovation until he or she accepts it, usually buying it. Adoptions-Prozeß-Modell η (psychology/ market research) adoption process model Adressat m —> Empfänger A d r e s s e / ( A n s c h r i f t / ) address Adressenänderung / c h a n g e of address Adressenbereinigung / (Adressenkontrolle f ) mailing list control Adressenbüro η —» Adressenverlag Adressenhandel m —> Adressenvermittlung Adressenkartei/—> Kundenkartei Adressenmittler m (Adressenvermittler m) list broker, list supplier, list house, mailing house A commission agent who rents direct mail lists to advertisers. Adressenpflege / —» Adressenbereinigung Adressenquelle/address source Adressenvermietung/list broking Adressenvermittler m —> Adressenmittler Adressenvermittlung / list broking, supply of lists

8

adressieren adressieren v/t to address Affektkauf m —> Impulskauf affordable-Methode / (der Budgetierung) —» finanzmittelbezogene Budgetierung Agent m (markering) agent An intermediary (-» Absatzmittler) who does not take title to the products he or she ships, resells, or distributes. Agentenprovision / (markering) agent's com-

mission Agentur / agency Agenturgeschäft η (marketing) agency business Agenturleistungen f/pl (marketing) agency services pi Agglomeration / (im Einzelhandel) retail agglomeration —> Gesetz der Agglomeration im Einzelhandel Aggregat η (Anhäufung f , Ansammlung f ) (mathematics/statistics/social

research)

aggre-

gate Agrarmarketing η agricultural marketing akquirieren v/t to acquire, to make acquisitions Akquisition /acquisition The purchase of other companies, or manufacturing rights, as a way of expanding a company's activities or increasing its share of a market, or as a means of diversification without the risks accompanying the development of a new product. Akquisitionsanalyse / (marketing) acquisition

analysis Akquisitionspolitik/—> persönlicher Verkauf akquisitorische Distribution / acquisitory distribution akquisitorisches Potential η (Erich Gutenberg) (Marktkapital η) (Herbert Gross) acquisitory potential, market capital, company goodwill, market sales potential, total market, company sales potential A calculation of maximum possible sales opportunities for all sellers of a good or service during a stated period, i.e. the amount of a product that an organization could sell during a specified period.

Aktionsfeld η der Preispolitik (Heribert Meffert) (economics) action parameters pi of price policy, action parameters pi of pricing cf. Datenfeld, Erwartungsfeld Aktionsforschung / (Handlungsforschung f ) action research Aktionsparameter m parameter of action Aktualgenese / (Friedrich Sander) (gestalt psychology) micro genesis, microgenesis The process by which perception (—> Wahrnehmung) and comprehension of a whole (—» Ganzheit, Gestalt) gradually develops from diffuse impressions.

aktuelle Nachfrage f (economics) existing demand A type of demand which exists when a product has been bought to satisfy a particular need, akuter Bedarf m (economics) acute need, acute demand A demand which exists, for example, when a product must replace a defective component in a machine which supplies an assembly line. In this case the buyer's manufacturing process depends on the product, and he is not likely to be price sensitive. Akzeptanz / ( m a r k e t i n g ) acceptance Akzeptanzregion / —» Annahmebereich AUeinauslieferer m (retailing) exclusive distributor Alleinauslieferung/(Alleinvertrieb m) (retailing) exclusive distribution, exclusive outlet selling, exclusive agency method of distribution, exclusive dealing, exclusive selling, appointed dealer distribution The practice of confining the carrying of a particular service or brand in an area to just one retailer or one wholesaler, usually with some type of contractual agreement. alleinstehende Warenauslage / (retailing) island display, merchandise island, island A store display fixture centered in an open space and, therefore, accessible on all sides. Alleinverkauf m (retailing) exclusive sale, exclusive selling, exclusive dealing A practice under which a dealer agrees to refrain from handling competing products in return for being supplied with the manufacturer's goods. Alleinvertreter m (Exklusivvertreter m) exclusive representee, exclusive agent, manufacturer's agent An agent who generally operates on an extended contractual basis, often sells within an exclusive territory, handles goods of a single manufacturer and possesses limited authority with regard to prices and terms of sale. Alleinvertretung / exclusive representation Alleinvertrieb m (Exklusiwertrieb m) exclusive distribution —» Alleinauslieferung Alleinvertriebsklausel / (Alleinvertriebsvertrag m) —> Ausschießlichkeitsklausel (Ausschließlichkeitsvertrag) allgemeine Betriebsunkosten pi (economics) overhead cost, overhead Those expenses of a general nature which apply to a business as a whole, allgemeine Geschäftsbedingungen (AGB) f/pl general business conditions pi, general business terms pi allgemeine Öffentlichkeit / (allgemeines Publikum η) (marketing) general public In nonbusiness organizations, direct consumers of a

analytische Arbeitsplatzbewertung

9 nonbusiness marketer's product are called client publics (-» Zielpublikum) and indirect consumers are called general publics,

allgemeines Publikum η —> allgemeine Öffentlichkeit Allokation / (Zuweisung /, Zuteilung / ) allocation The division of limited resources among competing claimants.

Allokation / (der Marketingmittel) allocation (of marketing expenditure)

AUokationsproblem η (operations research) allocation p r o b l e m The problem of determining the allocation of resources to a number of jobs where available resources do not permit each job to be done in the best possible way.

Allonge / (economics) allonge An attachment to a bill of lading allowing for the inclusion of extra endorsement.

AU-you-can-aiford-Methode (der Budgetierung) —> finanzmittelbezogene Budgetierung alphamerisch adj alphamerical —» alphanumerisch alphanumerisch adj alphanumeric(al) Alternativkosten pi (Opportunitätskosten pi) (economics) opportunity cost(s) (pi) The value of the benefit that is given up by selecting one alternative rather than another.

Alternativplan m (marketing) contingency plan Alternativplanung f (marketing) contingency planning The development of plans to be followed in case a firm's environmental conditions evolve in a pattern which differs from that upon which the regular plan was based.

Alternativprognose f (economics/marketing) alternative forecast, alternative prognosis Altersgliederung / (Altersverteilung /, Alterszusammensetzung /, Zusammensetzung / nach Altersgruppen) age distribution, agedistribution, age composition, age-composition The composition of a particular population in terms of the relative or absolute sizes of various age groupings. It determines whether a people is rapidly increasing or is decreasing.

Altersgrad m —» Altersstufe Altersgrenze/—» Ruhestandsalter Alterskategorie/age category, age-category Altersklasse / age class, age-class, age grade, age-grade, age set, age-set A social group wherein all members are precisely or roughly the same age.

Altersstruktur / (Altersaufbau m) (demography) age structure 1. The classification or composition of a population by age of its members. 2. A quantitative description of the actual or propor-

tionate importance of specific ages or age groups within a population.

Ambivalenz / ambivalence, (seldom) ambivalency Ambivalenzkonflikt m —> Appetenzkonflikt ambulanter Großhändler m (wholesaling) truck wholesaler Truck wholesalers provide many of the services of full-service wholesalers. Typically, they have a warehouse of fast-moving, nationally advertised products with which they daily stock their trucks,

ambulanter Handel m (retailing) non-stationary trade, itinerant trade —> Hausierhandel, mobiler Straßenhandel, zentrumorientierter Straßenhandel; cf. stationärer Handel Amoroso-Robinson-Gleichung / (AmorosoRobinson-Relation f ) (economics) AmorosoRobinson equation Amortisation / (economics) payback, packback, amortization The depreciation of plant and equipment.

Amortisationszeit / (Amortisationsdauer f ) (economics) packback time, payback period, amortization time A profitability measure for investment. Payback criteria are perhaps the simplest method used to rank projects for allocating limited resources. The ranking criterion used in this method is the number of years a project will take to return the original investment.

analog adj analogous Analog-Methode / (Analogiemethode / der Standortwahl) (economics/retailing) analogue method of store site determination, analogue method of determining retail locations, Am also analog method Analogiemethode / (Heribert Meflfert) —> warenspezifische Analogiemethode Analogmodell η (analoges Modell η, Analogiemodell η) analogue model, analog model A model that is a representation that stands for the real things it is designed to represent and uses properties other than features of the system itself to represent the phenomenon.

Analogen η (Entsprechung/) analogue Analogsimulation / analogue simulation, analog simulation Analyse/(Auswertung/) analysis Analyse / der relevanten Vergleichsmarken (market research) brand-set analysis, evoked set analysis The analysis of the particular group of brands to which a consumer will limit the consideration of choice for purchase,

analytische Arbeitsplatzbewertung / (analytische Arbeitsbewertung f ) —> Arbeitsplatzbewertung

analytische Struktur analytische Struktur /analytic structure A structure that defines the aspects of units that are not even theoretically capable of concrete separation from other structured aspects, analytisches Hierarchieverfahren η (marketing) analytic hierchary process (ΑΗΡ) The analytic hierarchy process has been proposed as the modeling approach most appropriate for the generation of creative marketing mix strategies and their evaluation. The process is based on the diverse inputs and preferences of the group of relevant managers and the integration of these judgments with all available information, analytisches Modell η analytic model A model which seeks to identify the underlying causes of change so that future developments may be forecast on the basis of a knowledge of their causes. Anbieter m (economics) supplier Anbietergemeinschaft / (Anbieterkoalition f ) selling center, brit centre Anbieter-Nachfrager-Interaktionen f/pl (economics) interactions pi between suppliers and demanders Anbieterverhalten η (economics) supplier behavior, brit behaviour, behavior of suppliers Andienungssystem η —» Bedienungsformen Anfrage /inquiry, enquiry, query Any request from a prospective buyer or customer makes. Angebot η 1. (economics) supply (Angebot und Nachfrage) (supply and demand) 2. (economics) (Gebot bei Ausschreibungen) bid, tender A stated offer to purchase a product or a service at a specified price, usually under circumstances where the seller has not specified a price, or where there exists the potential for the seller of finding other competitive buyers for an item or service in scarce supply. 3. offer, proposition, proposal Angebot machen v/i (bei Ausschreibungen) to bid, to tender Angebotselastizität / (economics) elasticity of supply, supply elasticity cf. Nachfrage-Elastizität Angebotsform(en) / (pi) —> Marktformen des Angebots Angebotsfunktion / (Angebotskurve / ) (economics) supply function, supply curve Angebotsmacht / (economics) supplier power, economic strength of a supplier cf. Nachfragemacht Angebotsmappe / advertising portfolio, sales portfolio, sales kit Angebotslage / (economics) supply situation Angebotsmonopol η (economics) supplier monopoly, supply-side monopoly

10 Angebots-Nachfrage-Funktion / —> Nachfragefunktion Angebotsmuster η —» Muster Angebotspreis m (economics) 1. bid price An industrial price determined through a sealed or open bid. 2. advertised price, quoted price The price for a product or a service as stated in an advertisement. Angebotsstatistik / (economics) supply statistics pi construed as sg Angebotsstruktur / (economics) structure of supply, supply structure angehängt adj/adv (printing) run-on, run-in, set continuous angelernter Arbeiter m semiskilled worker, semi-skilled worker A worker whose work requires some skill but not a high degree of training, angelernter manueller Arbeiter m semiskilled manual worker, semi-skilled manual worker angemessener Preis m (economics) adequate price, fair price Angestelltengesellschaft / (Arbeitnehmergesellschaft f ) employee society (Peter F. Drucker) A society based on the relationship of people to impersonal organizations and characterized by a strict system of rank, angestellter Geschäftsführer m (Manager m, Geschäftsführer m) professional manager, managing director An employed person who allocates human and material resources and directs the operations of an organization, plans for the future and tries to determine the most efficient way to achieve objectives. Ankunft f (queuing) arrival Anlage/—» Industrieanlagen Anlagegüter n/pl —> Investitionsgüter Anlaßfenster η (retailing) theme display window, special occasion window The use of window display to create a certain theme appropriate to the merchandise shown in the display. Anmeldekartell η —» Erlaubniskartell Anmutung / (psychology) first stage of emotional perception, first impression Anmutungsqualität / (psychology) valence Annahme/—> Akzeptanz Annahmebereich m (statistical hypothesis testing) region of acceptance, acceptance region, area of acceptance, acceptance area, nonrejection region, nonrejection area A bounded section or region of the event space (—> Ereignisraum), sample space (—> Stichprobenraum), such that, if the sample point falls within the region, in hypothesis being tested is accepted. cf. Zurückweisungsbereich

11 AnnahmekontroIIe / —> Abnahmekontrolle, Qualitätskontrolle Annahmekontrollgraphik / —> Abnahmekontrollkarte Annahmekontrollkarte / —> Abnahmekontrollkarte Annahmelinie / —> Abnahmelinie anonyme Ware / ( a n o n y m e r Artikel m) (economics) unbranded product, unbranded goods pi, no-name product, no-name goods pi —¥ weiße Ware; cf. Gattungsmarke, Herstellermarke, Handelsmarke Anreiz m (marketing) incentive, incentive bonus - » Anreizprämie Anreiz-Beitrags-Theorie / (psychology) stimulus-contribution theory Anreiz-Marketing η stimulational marketing (Philip Kotier) The task of converting no demand to positive demand. Anreizprämie f (promotion) incentive, incentive bonus, sales incentive A reward offered to inspire a desired performance. In sales management a monetary or other reward in excess of salary or commission provided to a salesperson in return for achieving a stated sales goal, anschaffen beschaffen, einkaufen, kaufen Anschaffung / - » Beschaffung, Einkauf, Kauf Anschluß m union Anschlußauftrag m (Anschlußbestellung / ) (economics/advertising) follow-on order Anschlußkauf m —» Wiederholungskauf Anschlußrabatt m (economics) continuing discount Ansoffsche Strategien-Matrix / ( M a t r i x / der Marketingstrategien) Ansoff s matrix of marketing strategies, fourfold table of marketing strategies Anspruchsanpassung/adaptation of aspiration Anspruchsniveau η (field theory) level of aspiration, aspiration level (Kurt Lewin) The standard of achievement which an individual sets for himself or herself and which he or she expects to attain. Anstalt / (Anstalt / des öffentlichen Rechts) public service institution, public utility Anstaltsbevölkerung / (Anstaltsinsassen m/pl) (demography) institutional population The total number of persons living in institutional households (—» Anstaltshaushalt) at a specified time. Anstaltshaushalt m (demography) institutional household, non-family household, quasi household A household (—» Haushalt) consisting of a group of

aperiodischer Zyklus persons living in a residence that is not classified as a dwelling unit (—» Wohneinheit). cf. privater Haushalt Anstellung / (Beschäftigung / , Einstellung f ) employment Ansturm m (Kundenansturm m) (retailing) rush, great rush, run Antagonismus m antagonism The active opposition to, or interference with, another object. antagonistische Kooperation/antagonistic cooperation, competitive cooperation (William G. Sumner) The social process wherein individuals or groups work together, or otherwise associate, for the purpose of achieving individual gain for the participants. Anti-Dirigismus m (Ablehnung / staatlicher Lenkung, Ablehnung / einer Zentralverwaltungs Wirtschaft, Ablehnung/einer Planwirtschaft) anti-statism Anti-Kartell-Gesetzgebung / (Konzernentflechtungsgesetzgebung / , Antitrustgesetzgebung f ) antitrust legislation, anti-trust legislation The laws that prohibit the formation and operation of business monopolies. Antimarketing η counter marketing, countermarketing A marketing strategy that grows out of a state of unwholesome demand from the viewpoint of the consumer's welfare, the public's welfare, or the supplier's welfare. Antrieb m (Antriebskräfte f/pl, Trieb m) (psychology) drive, drive stimulus Antriebsniveau η (Triebniveau η) (psychology) drive level Anwendbarkeit / ( E i g n u n g / f ü r ) applicability Anwender m user Anwendung / application Anwendungsberatung / consultancy, consulting Anziehungskraft / attraction, attractive power, drawing power, pull, pulling power, appeal aperiodisch (nicht periodisch) adj aperiodic, nonperiodical cf. periodisch aperiodischer Zustand m (stochastics) aperiodic state cf. periodischer Zustand aperiodischer Zustand m einer MarkovKette (stochastics) aperiodic state of a Markov chain cf. periodischer Zustand einer Markovkette aperiodischer Zyklus m (nicht periodischer Zyklus m) aperiodic cycle cf. periodischer Zyklus

Aperiodizität Aperiodizität / (Nichtperiodizität f ) aperiodicity TTie absence of periodicity.

cf. Periodizität Apotheke f Am pharmacy, brit chemist's shop apothekenpflichtiges Heilmittel η patent medicine, proprietary pharmaceutical, OTC medicine, over-the-counter medicine A drug or a product containing a drug sold over the counter at retail by pharmacists without a doctor's prescription.

Apperzeption / (Apperzeptionswirkung / ) apperception Appetenz / (Appetenzverhalten n) (psychology) approach, approach behavior, brit behaviour Appetenz-Aversions-Konflikt m (psychology) approach-avoidance conflict, appetence-aversion conflict (Kurt Lewin), plus-minus conflict A conflictual situation in which both positive and negative stimuli or both approach and avoidance stimuli are inherent in the same goal or in approximately the same place, whether psychologically, geographically or in the same life space.

Appetenz-Konflikt m (Appetenz-AppetenzKonflikt m, Konflikt m zwischen Annäherungstendenzen, Annäherungs-Annäherungs-Tendenz f ) (psychology) approach-approach conflict, plus-plus conflict (Kurt Lewin) A conflictual situation in which an individual faced with two negative goals or situations must move toward one of them in order to avoid the other.

cf. Appetenz-Aversions-Konflikt, AversionsKonflikt A r b e i t / 1 . (Beschäftigung/, Tätigkeit/, Schaffen η) work As a general term, any effort directed toward the attainment of a specific goal.

2. (economics) (der Produktionsfaktor m Arbeit) labor, brit labour One of the three basic factors in production, the other two being land (—> Boden) and capital (-» Kapital). In this sense it includes mental as well as manual work.

3. (Tätigkeit/, Beschäftigung/) job, occupation Beruf arbeitendes Kapital η working capital The net current assets of a business. It is primarily a concept in accounting. Working capital may be computed by taking the difference between a company's current assets and its current liabilities.

Arbeiter(in) m(f) 1. worker 2. (Handarbeiter m, Handwerker m) worker, workman, pi workmen 3. (Fabrikarbeiter ra, Industriearbeiter m, manueller Arbeiter m, manueller Industriearbeiter m) blue collar worker, blue-collar worker,

12 blue collarite, blue collar, worker, manual worker 4. (ungelernte(r) Arbeiter(in) m(f)) laborer, brit labourer 5. (Angestellter m landwirtschaftlicher Herkunft) (demography) farm-born blue collar worker Arbeiterklasse /working class (demography) The category of skilled and unskilled manual workers, sometimes extended to include low-paid clerical and other white collar workers.

Arbeiterschaft / (Arbeitnehmerschaft / , Arbeiterschicht / , Arbeitskräfte f/pl, Arbeiter m/pl) labor, brit labour (demography) A collective noun to denote all people who work as employees, with particular reference to manual workers, including factory, farm, mining, and construction workers, and all others whose work is primarily physical rather than social or intellectual, including skilled, semiskilled, and unskilled workers.

Arbeiterschicht/working class (demography) The manual labor group in modern industrial society, occupying the lower ranks among the classes in terms of income, status and surrounding conditions, and, by reason of the common concerns and problems arising out of its position, tending to form a more or less cohesive secondary group.

Arbeitgeber m (Dienstherr m, Unternehmer m) employer cf. Arbeitnehmer Arbeitgeber-Arbeitnehmer-Beziehungen f/pl —» Sozialpartnerschaft Arbeitnehmer(in) m(f) (Angestellte(r) (f(m), Lohnempfänger(in) m(f), Gehaltsempfäng e r ^ ) m(f), Berufstätige(r) (fim) employed person, employee, employe, employe Arbeitnehmergesellschaft / —> Angestelltengesellschaft Arbeitsamt η labor exchange, brit labour exchange Arbeitsbedingungen f/pl (tariflich vereinbarte Arbeitsbedingungen f/pl) labor standards pi, brit labour standards pi The changing norms relating to wage rates, hours of work, social security, working conditions of women and children, and the like, arrived at by agreement between labor and management, or by government action.

Arbeitsbereich m —> Fach Arbeitsbereicherung / (Arbeitsstrukturier u n g / ) (psychology of work) job enrichment The planned change of a job in order to have it satisfy more of a person's higher-order needs (-» Bedürfnis höherer Ordnung). Arbeitsclique / (Clique / am Arbeitsplatz) work clique Arbeitseifer m work zeal

Arbeitsökonomie

13 Arbeitselement η (industrial sociology) work element The smallest unit of work that can be performed independently.

Arbeitsflußdiagramm η work-flow chart, job flow chart A diagram that traces the flows of people, equipment, or materials through a work process.

Arbeitsfortschrittsbild η —> Gantt-Arbeitsleistungskarte Arbeitsgebiet η —» Fach, Wissensgebiet Arbeitsgenosse m (Arbeitsgenossin /, Kamerad tri) mate, work mate, workmate, coworker Arbeitsgesellschaft/—> Berufsgesellschaft Arbeitsgesetzgebung / labor legislation, brit labour legislation The body of laws and their administration, establishing standards of working conditions (-» Arbeitsbedingungen), safety, and health; regulating terms of employment, such as wages and hours; or dealing by law with any phase of the terms or conditions affecting employees in a given industry, occupation, or area of governmental jurisdiction.

Arbeitsgruppe / (industrial sociology) work group, working group A number of individuals in a work organization working under the same supervisor,

arbeitsintensiv adj labor-intensive, brit labour-intensive arbeitsintensive Entwicklung / (economics) labor-intensive development, brit labour-intensive development Any economic development that requires large expenditures of labor per monetary unit of sales or production.

cf. kapitalintensive Entwicklung Arbeitskampf m (Arbeitskonflikt m) labor dispute, brit labour dispute A controversy concerning terms, tenure or conditions of employment, or concerning the association or representation of persons in negotiating, fixing, maintaining, changing, or seeking to arrange terms or conditions of employment, regardless of whether the disputants stand in the proximate relation of employer and employee.

Arbeitskonflikt m (Arbeitskampf m, Konflikt m zwischen Arbeitern und Betriebsleitung) industrial conflict Arbeitskräfte f/pl working force, workforce, labor force, brit labour force The total number or proportion of th total population which is economically active.

Arbeitskräfteangebot η (Angebot η auf dem Arbeitsmarkt, Angebot η an Arbeitskräften) (economics) labor supply, brit labour supply The sum total of available workers in the labor market at any one time, i.e. the proportion of the population that is either employed or in search of employment in the labor market.

Arbeitskräftebedarfsansatz m —» Manpower-Ansatz Arbeitskräftebeschaffung / (economics) manpower procurement Arbeitskräftefluktuation / (economics) labor turnover, brit labour turnover The percent of all employees who during a given period of time leave their employment and are replaced by others.

Arbeitskräftemobilität / (Mobilität / der Arbeitskräfte) (mobility research) manpower mobility, labor mobility, brit labour mobility The movement of persons in the labor force between jobs, occupations, industries, localities, regions or nations.

Arbeitskräfteplanung / (economics) manpower planning Arbeitskräftetraining η (Ausbildung / von Arbeitskräften) (economics) manpower training Arbeitslosenunterstützung / (Arbeitslosengeld η, Arbeitslosenhilfe /, Erwerbslosenunterstützung / ) dole, unemployment benefits pi, unemployment compensation Arbeitslosenversicherung / (Erwerbslosenversicherung/) unemployment insurance Arbeitslosigkeit / (Erwerbslosigkeit f ) unemployment The enforced or involuntary separation from remunerative work on the part of a member of the normal working force, during normal working time, at normal wages, and under normal working conditions.

Arbeitsmarkt m (economics) labor market, brit labour market That area of economic intercourse within which employers seek workers and workers seek jobs.

Arbeitsmarktforschung / labor market research, brit labour market research Arbeitsmedizin /occupational medicine Arbeitsmodell η —» Betriebsmodell Arbeitsmoral / (Arbeitnehmermoral /, Arbeitnehmerstimmungslage /, Einstellung / der Arbeitnehmer zur Arbeit) 1. employee morale The attitudes and involvement of employees toward work.

2. work ethic The general societal norms concerning work or the value of work.

Arbeitsorganisation / (organizational sociology) organization of work, brit organisation of work A r b e i t s ö k o l o g i e / w o r k ecology The ecological study of the spatial distribution of workers in a factory, business office, or the like, and the relationship of this distribution to the patterns of work relationships and informal social relationships.

Arbeitsökonomie /(Arbeitsökonomik/) labor

Arbeitsplatz economics pi construed as sg, brit labour economics pi construed as sg The branch of economics (—» Volkswirtschaftslehre) that concentrates its studies on the supply (—» Angebot) and demand (—» Nachfrage) of labor in an economy. Arbeitsplatz m 1. (Beruf m, Stelle / , Posten m, Arbeit/, Job m) job 2. (der Platz, an dem die Arbeit verrichtet wird) workplace Arbeitsplatzanalyse / (Berufsbild η) (industrial psychology) job analysis, pi analyses A thorough examination and breakdown of the ability and experience requirements, work conditions and opportunities for advancement on a particular job or occupation. Arbeitsplatzausweitung / (industrial psychology) job extension, job enlargement One remedy usually suggested to overcome the boredom of highly specialized jobs is job enlargement, which assigns a greater variety of tasks to workers and/or includes more involvement in selfsupervision. —» horizontale Arbeitsstrukturierung Arbeitsplatzbeschreibung / (psychology of work) job description, job design, work design The description of a job's content, its tasks and responsibilities, and the determination of the skills and training an employee needs in order to perform that job. Arbeitsplatzbewertung / (Arbeitsplatzeinschätzung / , analytische Arbeitsplatzbewertung / , analytische Arbeitsbewertung f ) (psychology of work) job evaluation Analyzing and rating the content of a job in terms of its skill and responsibility requirements and in terms of unfavorable working conditions and the degree of physical effort required for the job. Arbeitsplatzeinstufung/(industrial sociology) job grading Ranking jobs according to the kind and complexity of decisions involved. Arbeitsplatzgestaltung / (industrial sociology) job design, work design The specification of a job's content, its tasks and responsibilities, and the determination of the skills and training an employee needs in order to perform that job. Arbeitsplatzmobilität/(mobility research) job mobility The movement of a member of the labor force from one job to another. Arbeitsplatzprofil η (industrial sociology) job profile, job psychograph A list of physical and psychological requirements for a particular job. Arbeitsplatzspezialisierung / (Arbeitsspezial i s i e r u n g / ) (industrial sociology) job specialization

14 Arbeitsplatzspezifizierung / (industrial sociology) job specification The identification of the personal characteristics, skills, and experience needed in a particular job. Arbeitsplatzvereinfachung / (psychology of work) job simplification The removement of some of the more complex and difficult elements of a job. Arbeitsplatzwechsler m (Stellenwechsler m, Jobwechsler m) (industrial sociology) job changer, job hopper Arbeitsproduktivität/(economics) labor productivity, brit labour productivity The value of outputs, i.e. goods and services, produced divided by the values of labor input used. Arbeitsprojektor m (Overhead-Projektor m) overhead projector, overhead Arbeitspsychologie / (Ingenieurpsychologie / , Human Engineering n) human engineering, human factors engineering The area of applied psychology (-» angewandte Psychologie) and engineering which concerns itself with the design of the physical conditions, machines and other equipment in relation to human capabilities, learning capacities, efficiency and comfort. Arbeitsreserve / (demography) labor reserve, brit labour reserve The sum total of all persons who are potential but not present members of the labor force (—* erwerbstätige Bevölkerung), including persons 14 years of age or older who are neither working nor seeking work, but who would be willing to take a job for wages if one were available within a short space of time. Arbeitssoziologie / s o c i o l o g y of work, sociology of occupations, industrial sociology The sociology specialty concerned with the systematic study of social relationships in work situations, of the social structures which arise in connection with work, and of the interrelationships between such relationships and structures with other aspects of society. Arbeitsspezialisierung/(Spezialisierung/der Arbeitskräfte) (economics) labor specialization, brit labour specialisation The process of identifying specialized tasks and assigning them to individuals or work groups who have been trained specifically to do them. Arbeitsstrukturierung / —> Arbeitsbereicherung arbeitsteilige Kooperation / (Kooperation / durch konvergentes Handeln, Zusammenarbeit / durch konvergentes Handeln) converging-action cooperation, converging-action c o operation A type of cooperation in which the participants cooperate by doing dissimilar things. cf. Kooperation durch gemeinschaftliches Handeln

15 Arbeitsteilung/ (economics) division of labor, brit division of labour A functionally integrated system of occupational roles or specializations within a society, resulting in a distribution and differentiation of the tasks and services to be performed in any society among those who actually accomplish the work. Arbeitsteilung / zwischen den Geschlechtern —» geschlechtliche Arbeitsteilung Arbeitstherapie f (psychology) work therapy Arbeitsunfähigkeit / - > Invalidität Arbeitsverhältnis η (Beschäftigungsverhältnis n, Dienstverhältnis n) employment Arbeitswerttheorie f (economics) labor theory of value, brit labour theory of value (David Ricardo) The theory which states that the value of goods is derived from labor, and, in its socialistic versions, that the laborer is therefore exploited when he does not receive the full value of all production. Arbeitszufriedenheit f (industrial psychology) work satisfaction —» Berufszufriedenheit Armer Hund m (Hund m) (economics) dog, poor dog A product with a low market share and positioned in a low-growth situation. Its poor competitive position condemns it to poor profits. Because growth is low, there is little potential for gaining sufficient share to achieve a viable cost position. Artikel m (Produkt η, Ware / ) (economics) article, product, commodity A physical item, especially one to which value has been added, that is offered for sale on the market. It consists of a tangible product, i.e., a physical object, an extended product, i.e., the unseen services and ancillary features such as packaging which accompany the tangible product, and the generic product, i.e., the essential benefit the buyer seeks in the product. Artikel m/pl des täglichen Bedarfs (economics) convenience goods pi The type of item which the consumer usually desires to purchase with a minimum of effort at the most convenient and accessible place. Artikelausgleich m —» kalkulatorischer Ausgleich Artikelgruppenspanne / (Handelsspanne / einer Artikelgruppe) (economics) product group margin of profit, product group trade margin The difference between net sales of a product group and the cost of goods sold at net selling prices in total. Artikelnumerierung / (Artikelcodierung f ) -> Strichkodierung Artikelspanne /(Stückspanne f ) (economics) unit margin, profit margin per unit Arzneimittel η 1. drug, medicine

Aufforderungscharakter 2. (verschreibungspflichtig) ethical drug, ethical medicine 3. (nicht verschreibungspflichtig) over-thecounter drug, OTC drug, over-the-counter medicine, OTC medicine aspiratorische Bezugsgruppe / (Aspirationsgruppe f ) (social psychology) aspirational reference group, aspirational grup A reference group (—> Bezugsgruppe) in which an individual desires to be accepted as a member. Ästhetik /aesthetics pi construed as sg, esthetics pi construed as sg atomistische Konkurrenz f (economics) atomistic competition, perfect competition, pure competition Perfect competition is an ideal rather than a real type lying at one extreme of a continuum, while monopoly (—> Monopol) lies at the other end. If it existed at all, perfect competition would entail a large number of sellers, no one of which could significantly influence price or supply. Products would be homogeneous, and there would be full knowledge of the market and easy entry into it. Attributprüfung / (Abnahmeprüfung / mittels qualitativer Merkmale) (statistical quality control) inspection by attribute, attribute sampling A quality control procedure for attribute data. The method involves selecting a random sample and inspecting each item in it. Audit m —> Revision, Marketingrevision Aufbaumethode / (marketing/marketing research) buildup method, build-up method, , build-up approach One of two general approaches to measuring company sales potential (—> Marktpotential 2). In the buildup approach, an analyst begins by estimating how much of a product a potential buyer in a specific geographic area, such as a sales territory, will purchase in a given period. Then he multiplies that amount by the total number of potential buyers in that area. cf. Aufschlüsselungsmethode aufbereiten v/t to process Aufbereitung / (Verarbeitung / ) processing auffällige Muße/—> demonstrative Muße auffälliger Konsum m —> demonstrativer Konsum auffälliges Produkt η (sozial auffälliges Produkt n) conspicuous product A product or service consumed primarily to raise one's prestige rather than to satisfy material needs. Aufforderungscharakter m (Valenz f ) (field theory) valence (Kurt Lewin) A field force which has the structure of a positive central field, i.e. all forces in this field are directed toward the attracting-positive valence or away from negative-repulsive valence.

Aufforderungsgradient Aufforderungsgradient m (psychology) gradient of valence Aufgabe / task Aufgabenanalyse/—> Itemanalyse Aufgabenbereich m —> Fach Aufgabenmotivation / —> intrinsische Motivation aufgabenorientierte Gruppe / (aufgabenlösungsorientierte Gruppe / ) task-oriented group, task group Aufgabenorientierung / (Aufgabenlösungsorientierung/) task orientation cf. expressive Orientierung Aufhängedekoration / (retailing) mobile, dangler, banner, overwire hanger —> Deckenaufhänger Aufhängekreuz η (retailing) peel Aufhängung /(retailing) suspension aufkaufen —> einkaufen, kaufen Aufkaufhandel m (Aufkaufgroßhandel m) (wholesaling) buying-up trade, buying-up wholesaling Auflagebestand m —> Lagerbestand auflegen v/t (Waren) —» auslegen Aufmachung / (einer Ware) makeup, also make-up, styling, design, getup brit get-up, appearance, styling —» Ausstattung Aufmerksamkeit /attention Aufnahme / 1. (economics) (günstige Aufnahme eines neuen Produkts etc.) acceptance, market acceptance 2. (Einbeziehung) inclusion, incorporation Aufnahmebereitschaft/—> Aufnahme 1. Aufnahmefähigkeit / —> Aufnahme 1. aufnehmen v/t 1. (economics) (der Markt) to absorb, to take up 2. (economics) (neue Produkte) to accept Aufschlag m —> Preisaufschlag Aufschlüsselungsmethode / (marketing) break-down method One of two general approaches to measuring company sales potential (—» Marktpotential 2.), or budgeting promotional expenditure. In the breakdown approach, the marketing manager initially develops a general economic forecast for some future period. The market sales potential is estimated on the basis of this economic forecast.

cf. Aufbaumethode Aufschwung m (Konjunkturaufschwung m) (economics) business recovery, recovery A stage of the business cycle (—» Konjunkturzyklus) during which the economy moves from recession (—> Rezession) to prosperity (—» Hochkonjunktur).

Aufsteiger m (sozialer Aufsteiger m)

16 Aufsteigerung / —» Auktion auf Aufstrich (Aufstrichverfahren) Aufstellpackung / (retailing) display package, display carton, display outer A merchandise package or carton designed to fold out into a POP display without removing the merchandise.

Aufstrich m —> Auktion auf Aufstrich (Aufstrichverfahren) Aufteilung / in Abteilungen (organizational sociology) departmentalization, departmentation Auftrag m 1. (economics) (Bestellung/) order, commission, firm order 2. (Aufgabe/) job 3. (Mission/) mission 4. (Liefervertrag) contract 5. (marketing) —> Unternehmensauftrag Auftraggeber m (economics) client, customer Auftragsausführung / (economics) execution of an order Auftragsbearbeitung / (Auftragsabwicklung f ) (economics) order processing Auftragsbestand m (economics) order books pi, stock of orders Auftragsbestätigung / (economics) confirmation of an order, order confirmation Auftragsdeckungsbeitrag m —> Deckungsbeitrag Auftragsdienst m telephone answering service Auftragsforschung / commissioned research Auftragsformular η order form Auftragsproduktion / commissioned production Auftragsrückstand m (economics) back orders pi, backlog of orders Auftragsstatistik f (economics) order stistics pi construed as sg Aufwandanalyse/—> Kostenanalyse Aufwärtsmobilität / (Aufstiegsmobilität /, Mobilität / nach oben, soziale Aufwärtsmobilität / ) upward mobility, upward social mobility cf. Abwärtsmobilität Aufwendungen f/pl expenses pl —> Marketingaufwendungen, Budgetierung Auktion /(Versteigerung/) (economics) auction, auction sale, sale by auction, commercial auction An agent business unit which effects the sale of goods through an auctioneer, who, under specific rules, solicits bids or offers from buyers and has power to accept the highest bids of responsible bidders and, thereby, consummates the sale.

17 Auktion / auf Abstrich (Absteigerung / , Abstrich m) (economics) Dutch auction A type of auction in which the auctioneer offers the items at a high price and lowers the price gradually until a bidder responds. Auktion / auf Aufstrich (Aufsteigerung / , Aufstrich m) (economics) common auction, auction —» Auktion; cf. Auktion auf Abstrich Auktionator m (economics) auctioneer —> Auktionshaus auktionieren v/t (economics) to auction, to auction off, to sell at auction, to sell by auction, to put up for auction, to put up to auction Auktionsgebiihr / (economics) auction fee, auction charge Auktionshaus η (economics) auction house, auction company, auctioneer Auction companies typically buy products from the seller or the seller's agent. The auction company then invites buyers to bid on them. The selling price is determined by supply and demand at the time of the auction. Auktionspreis m (economics) auction price Ausbeutung/(Exploitation f ) (economics) exploitation The utilization of a subordinate group, e.g. as wage earners, female sex, black race, by a group in a superordinate position, e.g. as employers, male sex, white race, for its own economic or other advantage. Ausbeutung / durch Nachahmung —* Nachahmung Ausbildung / training —> Schulung Ausbildungsmobilität / —» Erziehungsmobilität Ausbreitung/—» Diffusion Ausdeckung / Haushaltsabdeckung, Reichweite Ausfallmuster η outturn sample, brit out-turn sample Ausfuhr -»Export Ausführung / einer Entscheidung (Durchführung / einer Entscheidung, Ausführung / von Entscheidungen, Durchführung / von Entscheidungen) decision implementation A u s g a b e / - » Output Ausgabenstruktur f (economics) spending pattern, expenditure pattern A person's or household's willingness to spend is, to some degree, related to his or her ability to buy. That is, a person is sometimes more willing to buy if he or she has the buying power (—» Kaufkraft). Ausgabenuntersuchung / —> Haushaltsbudget-Studie

Auslage ausgebildeter Facharbeiter m skilled manual worker —» Facharbeiter ausgegangen attr (economics) (Waren) out of sorts, (am Lager) out of stock ausgehandelter Preis m (economics) negotiated price An arrangement under which an industrial purchaser seeks bids from a number of sellers, screens the bids, and then negotiates the price and terms of sale with the most favorable bidders until a final transaction is consummated or until negotiations are terminated with all sellers, ausgehandeltes Gebot η (economics) negotiated bid An arrangement of industrial pricing under which the customer seeks bids from a number of sellers, screens the bids, and then negotiates the price and terms of sale with the most favorable bidders until a final transaction is consummated or until negotiations are terminated with all sellers, ausgeschriebener Preis m (Ausschreibungspreis m) (economics) bid price An industrial price determined through a sealed or open bid. When a buyer uses sealed bids, sellers are notified that they are to submit their bids by a certain date. The bids are opened and made public at a designated time. Usually the lowest bidder is awarded the contract, ausgewogen (ausgeglichen) adj balanced ausgewogene Bevölkerung / (demography) balanced population A population which is stationary in size, with an equal birth rate (—> Geburtenrate) and death rate (—> Sterberate), and equal immigration and emigration. The condition may be temporary or even momentary. ausgewogenes Portfolio η (ausgewogenes Produktportfolio η) (economics) balanced portfolio, balanced product portfolio The situation in which a business firm is is well positioned with star products (-» Star) to provide growth and to yield high cash returns in the future when they mature, and cash cows (—» Milchkuh), to be able to support a number of question marks (—> Fragezeichen), and even dogs (—> Armer Hund). Ausgleich m balance, adjustment, equalization, equilibration —» Artikelausgleich, Produktausgleich, zeitlicher Ausgleich Ausgleichsanspruch m —» Handelsvertreterausgleich Ausgleichskalkulation / —> kalkulatorischer Ausgleich Auskommen η —» Lebensunterhalt Auslage / (retailing) 1. display, window display, point-of-purchase display, POP display A device or accumulation of devices which in addi-

18

Auslagegestell tion to identifying and/or advertising a company and/or a product, may also merchandise, either by actually offering the product for sale or by indicating its proximity.

2. exhibit, goods pl exhibited Auslagegestell η (Auslagegerüst ή) (retailing) gazebo A freestanding display fixture.

Auslagekarton m (Auslagepackung/) (retailing) display package, prepack display carton, display case, display outer, display bin Auslagekiste /(Auslagebehälter m) (retailing) display bin, dump bin, dumper Auslagenfenster η (retailing) display window Auslagengestaltung /(retailing) display work Auslagenregal η (retailing) display rack, display shelf Auslagenvitrine /(retailing)

display case, case

A cabinet with glass panels allowing the contents to be displayed while remaining protected.

Auslagepackung /display package Auslageregal η (beidseitig offenes Warenregal η) (retailing) gondola An island of shelving, open on two or all sides, to display merchandise in retail stores.

Auslagetisch m (retailing) 1. display stand, display table 2. (für Sonderangebote) dump table Auslandsfactoring η (economics) export factoring Auslandshilfe / (ausländische Hilfe / , ausländische Hilfszahlungen //pl) foreign aid Auslandslizenz / (economics) foreign license, brit licence A legal arrangement by which the licensor (an international company) gives the licensee (a local company) either (1) patent rights, (2) trademark rights, (3) a copyright, or (4) expertise in how to produce and sell a product or service. In turn, the licensee pays the licensor a fee.

Auslandsmarkt m (economics) foreign market Auslandsmarktforschung / international market research, market research in foreign countries Auslandsmesse /(economics) foreign trade fair ausländischer Arbeiter m (ausländischer Arbeitnehmer m, Gastarbeiter m, Einwanderungsarbeiter m) immigrant worker, foreign worker auslegen v/t (retailing) (Waren) to display, to expose, to lay out, to exhibit Auslieferer m (economics) distributor, supplier ausliefern v/t (economics) 1. to deliver, to supply 2. (vertreiben) to distribute Auslieferung/(economics) 1. delivery, delivery service, supply

2. (Vertrieb) distribution Auslieferungsabteilung / —» Vertriebsabteilung Auslieferungslager η (Auslieferungsgroßhandel m) (economics) delivery stores pl, supply depot, despatch warehouse Auslieferungsstelle / (economics) distribution center, brit centre Auslieferungstag m (Auslieferungstermin m) (economics) day of delivery ausliegen v/i (Ware) to be displayed, to be laid out, to be exhibited ausleben v/t to promise a reward in public Auslobung / sweepstakes, public promise of a reward A type of promotion which awards substantial prizes on the basis of a chance drawing.

Auslobungspreisausschreiben η - » Auslobung Ausmelkungsstrategie / (marketing) milking strategy —» Absahnplan, Abschöpfungsstrategie Ausmustern v/t (Waren) to reject, to discard Ausmusterung/1. (Handelsvertreter) —» Musterung 2. (von Tagesmustern) selection process, daily selection Ausrüstungen //pl —> Industrieanlagen, industrielle Hilfsgüter Ausschließlichkeitsbindung / —» Vertriebsbindung Ausschließlichkeitsvertrieb m —> Alleinvertrieb, Exklusivvertrieb Ausschließlichkeitsklausel/(economics) noncompete agreement, exclusivity agreement —> Konkurrenzausschluß ausschreiben v/t (bekanntgeben) to announce, to advertise, to invite tenders, to invite bids for Ausschreibung / (economics) 1. (einer Stelle) advertisement (of a vacancy) 2. (Submission) call for tenders, call for bids, invitation to tender 3. (Angebote aufgrund einer Ausschreibung) bid, tender 4. competitive bidding Many sales are finalized when sealed bids are opened and the contract is awarded to the lowest bidder. Prior to the opening of the bids, suppliers meet with the customers in order to determine their needs and to convince them that they should be placed on their „qualified bidder" list. The qualified bidders list is the all-important list of suppliers that a customer believes can provide the specified product or service.

Ausschreibungspreis m —» ausgeschriebener Preis

19 Ausschuß m 1. (Komitee) committee, commission, board, panel 2. (economics) (Ausschußwaren) substandard goods pi, substandard products pi, substandard articles pi, rejects pi, waste Auschußanteil m (Ausschußquote f ) (statistical quality control) fraction defective The proportion of a number of units that are defective.

Aussendewelle/(Aussendungswelle/) (direct marketing) mailing, direct mail shot aussenden ν// to mail out, to dispatch, to despatch Außendienst m (die Außendienstmitarbeiter) field force, field representatives pi Außendienstbericht m (Vertreterbericht m) call report, contact report A salesperson's report to a supervisor of calls made to prospects or customers during a given time or in a specific market.

Außendienstbefragung f (marketing research) salesforce survey, sales-force survey A sales forecasting technique in which a firm's customers are questioned regarding their expectations about future purchases.

Außendienstentlohnung / —> Entlohnung im Außendienst Außendienstler m (Außendienstmitarbeiter m) field man, field representative, member of the field force Außendienstorganisation /organization of the field force, brit organisation of the field force, field force organization außengeleitete Gesellschaft / (außengelenkte Gesellschaft / ) other-directed society, outerdirected society (David Riesman et al.) A type of society which develops in its typical members a social character whose conformity is ensured by their tendency to be sensitized to the expectations and preferences of others.

cf. innengeleitete Gesellschaft, traditionsgeleitete Gesellschaft außengeleitete Persönlichkeit /(außengelenkte Persönlichkeit f ) other-directed man, outerdirected man (David Riesman et al.) A person who depends exclusively on constant approval and support of others for confirmation of his or her self-image. cf. innengeleitete Persönlichkeit, traditionsgeleitete Persönlichkeit außengeleitetes Verhalten η other-directed behavior, brit behaviour, outer-directed behavior (David Riesman) Außenhandel m foreign trade, external trade —» Export Außenhandelsunternehmen η (international

Ausstellungsjahr marketing) export management (EMC), brit export-import merchant

company

An independent firm that provides most of the services of an in-house export department.

Außenlenkung /(Außenleitung/) other-directedness, other-direction, outer-directedness, outer direction (David Riesman et al.) cf. Innenlenkung, Traditionslenkung Außenwelt/ —> Umwelt außerbetriebliche Berufsausbildung / offthe-job training Any employee training which occurs away from the actual workplace in an environment that simulates a realistic job setting. Employees may attend seminars or lectures or engage in role playing or situational exercises. Typical training programs focus on giving employees additional knowledge, behaviors, and skills relating to their current jobs.

cf. betriebliche Fortbildung Ausspielung/ (promotion) lottery, raffle —> Tombola Ausstattung/—> Warenausstattung Ausstattungsschachtel / (Austattungskarton m) (retailing) fancy box, fancy carton Ausstattungsschutz m —> Warenzeichenschutz Ausstattungsgrad m —» Haushaltsabdeckung, Haushaltsausstattung Ausstattungsingenieur m installation engineer Ausstattungskosten pi design cost(s) (pi ) Ausstattungsleiter m head of design Ausstattungsmaterial η —» Auslagematerial Ausstattungsstab m design team Ausstattungstechnik / design planning and installation Ausstattungstest m (market research) design test, test of product design ausstellen v/t (Waren etc.) to display, exhibit, to show Aussteller m exhibitor, exhibiting company Ausstellerbefragung / —> Messebefragung Ausstellkarton m —> Auslagekarton Ausstellung /exhibition, show, fair —» Messe Ausstellungsbau m exhibition stand construction Ausstellungsfläche / exhibition space, exhibition area Ausstellungsgegenstand m exhibit, showpiece, exhibited object Ausstellungsgelände η exhibition grounds pi, exhibition site, fair grounds pi, fair site Ausstellungsgüter n/pl exhibits pi, exhibited articles pi, goods pi exhibited Ausstellungshalle /exhibiton hall Ausstellungskarton m —> Auslagekarton Ausstellungsjahr η exhibition year

Ausstellungskatalog Ausstellungskatalog m exhibition catalog, brit catalogue Ausstellungs- und Verkaufslager η (retailing) warehouse showroom A retail facility incorporating five key characteristics: (1) large, low-cost building, (2) use of warehouse materials-handling technology, (3) use of vertical merchandise display space, (4) large onpremise inventory, and (5) minimization of services.

Ausstellungsmaterial η —> Auslagematerial AusstellungspavillonTOexhibition pavilion Ausstellungsraum m showroom, exhibition room, display room, exhibition hall Ausstellungsrecht η exhibition rights pi Ausstellungsstand m exhibition stand, exhibition booth, display booth Ausstellungsständer m (AufstellerTO)(retailing) floor stand Ausstellungsstück η —> Ausstellungsgegenstand Ausstellungsvitrine / (retailing) showcase, display case Ausstellungswagen m exhibition van AusstellungszugTOexhibition train Ausstrahlungsprestige η (social psychology) halo prestige Austausch m (sociology/economics/marketing) 1. exchange For an exchange to take place, four conditions must exist. First, exchange requires participation by two or more individuals, groups, or organizations. Second, each party must possess something of value that the other party desires. Third, each must be willing to give up its „something of value" to receive the „something of value" held by the other. Fourth, the parties to the exchange must be able to communicate with each other to make their „somethings of value" available.

—> Tausch 2. (Erwiderung/) reciprocation 3. (Tausch m, UmtauschTO)exchange 4. (Substitution/) substitution —» Substitution Austauschbarkeit / (Auswechselbarkeit f ) exchangeability, interchangeability Austauschtheorie / (sociology) exchange theory (Peter M. Blau) The theory that focuses on the basic social process of all social relationships.

AusverkaufTO(RäumungsverkaufTO)(retailing) 1. clearance sale, sell out, close-out sale, closing-down sale, winding-up sale, sell-out The sale of goods at a reduced price to clear surpluses or end of season stock on the grounds of incomplete assortment, error in judging demand, or space priorities. The loss of profit is balanced by the increase in liquidity.

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2. (liegengebliebener Waren) rummage sale, brit jumble sale —> Sonderveranstaltung, Saisonausverkauf Ausverkaufspreis m (retailing) bargain price —> Sonderangebotspreis ausverkauft attr/adv out of stock, sold out Auswahl/l. —» Warenangebot 2. Muster 3. —» Markenwahl 4. (decision-making) —> Auswahlalternative Auswahlalternative / (Auswahl /, Wahl /, Wahlhandlung/, Auswählen n) choice The conscious selection of an alternative act or object.

Auswahlfeld η (marketing) selection field (Philip Kotier) AusWahlmöglichkeit/—> Option Auswahlmuster η —> Muster Auswahlsendung / —> unbestellte Waren Auswahlsortiment η (retailing) assortment —» Sortiment Auswahlverhalten η (Wählverhalten η, Wählen η, Auswählen η) choice behavior, brit choice behaviour Auswählreaktion / (Wahlreaktion / , Wählreaktion /, Wahlhandlung /, Wählhandlung f ) choice reaction A type of reaction experiment in which the subject must respond differently in different situations. Auszahlungsfunktion / —> Payoff-Funktion, Auszahlungsmatrix Auszahlungsmatrix / (Payoff-Matrix f ) (theory of games) payoff matrix, pi matrixes or matrices A matrix (—> Matrix) that utilizes rows and columns offiguresor symbols which identify possible states of an actor's environment, probabilities, and outcomes (= payoff) associated with any one of a variety of alternative strategies, auszeichnen v/t (economics) (Waren) to mark out, to label, to tag, to ticket Auszeichnung / (Waren) (economics) marking out, labeling, tagging, tag, branding —» Markierung Auszubildender m (Auszubildende / ) (Azubi m) —» Lehrling Automat m (Verkaufsautomat m, WarenautomatTO)(retailing) automat, vending machine, automatic vending machine, vendor, slot machine —» Verkaufsautomat Automatenverkauf m (automatischer Verkauf TO) (retailing) automatic vending, automatic selling A type of nonstore retail sale of goods or services through vending machines.

21 Automation / automation In the most general sense, the substitution of machine power for manpower; more specifically, the use of - and the whole trend toward the use of automatically controlled mechanical and electronic devices, particularly computers, in a number of processes and systems that were once largely dependent on unaided hand and brain power,

automatische Ladenkasse / (retailing) automated checkout system A checkout system in supermarkets which utilizes a

Aversion fixed or handheld optical scanner, an in-store minicomputer, and an electronic cash register (—» elektronische Ladenkasse) to increase efficiency at the point of sale.

Automatisierung / automatization, brit automatisation Aversion / (psychology) aversion

Β B-Geschäft η —» Bedienungsgeschäft Badwill m badwill Bahnung / (marketing) facilitation One of two alternative substrategies designed to accomplish market inducement (—> Marktanstoß) which, according to Jagdish N. Sheth's normative theory of marketing practice, is most useful when the market is positively predisposed, but does not buy the product or service. Facilitation involves breaking any barriers that inhibit customers from buying a product or service that they like.

Baisse / (economics) depression A stage of the business cycle (—> Konjunkturzyklus) in which there is extremely high unemployment, wages are very low, total disposable income is at a minimum, and consumers lack confidence in the economy.

Banderole / (packaging) package band, banderole A band wrapped around a retail package, frequently with an advertising message or a promotional offer printed on it.

Bankmarketing η bank marketing Bargain-Store m (Kaufhaus η für Gelegenheiten) (retailing) bargain store Bargaining-Forschung / bargaining research barometrische Prognose / barometer forecast, barometer prognosis Barpreis m cash price, cash rate Barrabatt m (Skonto η) (economics) cash discount An allowance given by a seller to a buyer provided the invoice is paid within the time limits specified in the terms of sale.

Barwert m (einer Investition) (economics) cash value (of an investment), cash equivalent, value in cash Barzahlungsnachlaß m (Barzahlungsrabatt m) —> Barrabatt Basement Store m (retailing) basement store, also budget store, budget department Any part of a store which specializes in merchandise priced to go easy on the budget of average consumers.

Basis / (Basiswert m) 1. (Ausgangspunkt m) basis 2. (economics) basis Basispreis m —> Grundpreis Basissortiment η (retailing) basic assortment Usually applied for staple items, it is the assortment plan of items to be kept continuously on hand for a period usually of at least one year.

Bauelement η 1. (industrielles Bauelement η) ( economics)

component part, component Component parts are industrial goods (—> Industriegüter) that become a part of the physical product and either are finished items ready for assembly or are products that need little processing before assembly.

Baukastensystem η modular design construction, unit construction principle, unitized construction principle, unit principle Bauordnungsrecht η building regulations pi Bayes-Analyse / (Bayes'sche Analyse f ) (Thomas Bayes) (statistics) Bayesian analysis, Bayes analysis, Bayesian decision analysis Bayes'sche Analyse / (Bayes-Analyse f ) (statistics) Bayesian analysis, pi analyses, Bayes' analysis (Thomas Bayes) A method for assigning subjective probabilities to uncertain conditions (-> Entscheidung unter Unsicherheit), rather than relying solely on objective data obtained from samples or populations.

—» Entscheidungstheorie Bayes-Formel/(Bayes'sche Formel/) (statistics) Bayes' formula, Bayesian formula Bayes-Postulat η (Bayes'sches Postulat η) (statistics) Bayes postulate Bayes-Regel / (Bayes-Theorem n) (statistics) Bayes theorem, Bayesian theorem Bayes-Statistik / (Bayes'sche Statistik f ) Bayesian statistics pi construed as sg Bayes'sche Entscheidungsanalyse / (BayesEntscheidungsanalyse f ) (statistics) Bayesian decision analysis, pi analyses, formal decision analysis (Thomas Bayes) —» Entscheidungstheorie Bayes'sche Entscheidungsfunktion / (BayesEntscheidungsfunktion f ) (statistics) Bayes' decision function, Bayes decision function, Bayesian decision function (Thomas Bayes) —¥ Entscheidungstheorie Bayes'sche Entscheidungstheorie / (BayesEntscheidungstheorie f ) (statistics) Bayesian decision theory (Thomas Bayes) —» Entscheidungstheorie Bayes'sche Formel/(Bayes-Formel f ) (statistics) Bayes' formula (Thomas Bayes) —> Bayes'sches Theorem Bayes'sche Inferenz / —> Bayes'sche Schlußfolgerung, Bayes-Statistik Bayes'sche Lösung/(Bayes-Lösung/) (statistics) Bayes' solution (Thomas Bayes) —» Bayes-Theorem Bayes'sche Punktschätzung / Wahrscheinlichkeitspunkt

Bayes'scher

23 Bayes'sche Schätzung / (Bayes-Schätzung f ) (statistics) Bayes' estimation (Thomas Bayes) The estimation of population parameters by the use of methods of inverse probability and in particular of Bayes' theorem. Bayes'sche Schlußfolgerung / (Bayes'sche Inferenz / ) (statistics) Bayesian inference (Thomas Bayes) —> Bayes-Theorem Bayes'sche Statistik / (Bayes-Statistik / ) Bayesian statistics pi construed as sg (Thomas Bayes) An approach to statistical inference (—> statistisches Schließen) that is based on a subjective definition of probability (—> Wahrscheinlichkeit) rather than a relative frequency definition of probability. Bayes'sche Strategie / (Bayes-Strategie / ) (theory of games) Bayes' strategy (Thomas Bayes) A strategy for which the available decision rules (Entscheidungsregel) can be linearly ordered in terms of the Bayes' risk. The decision rule with the smallest risk is the Bayes' decision rule. —» Entscheidungsstatistik Bayes'scher Wahrscheinlichkeitspunkt m (Bayes'sche Punktschätzung f ) (statistics) Bayesian probability point (Thomas Bayes) A critical value (—> kritischer Wert) derived on the basis of the Bayes theorem. Bayes'sches Postulat η (Bayes-Postulat η) (statistics) Bayes' postulate (Thomas Bayes) The suggestion that the prior probabilities of a set of mutually exclusive propositions should be assumed equal where nothing is known to the contrary. Bayes'sches Risiko η (Bayes-Risiko η) (statistics) Bayes' risk (Thomas Bayes) The minimized value of the expected risk in a Bayes' solution (—> Bayes'sche Lösung). Bayes'sches Theorem η (Bayes-Theorem n) (statistics) Bayes' theorem, Bayesian theorem (Thomas Bayes) An algebraic statement that the probability of an event's having been the consequence of another event is dependent upon the number of mutually exclusive events which may have given rise to that event. Beamtentum η (Beamtenstand m) officialdom, bureaucracy, civil service, officials pi Beamter m (Beamtin / ) 1. official, civil servant 2. (öffentlicher Angestellter m, im öffentlichen Dienst Beschäftigter m) public servant bearbeiten v/t (Auftrag) to handle, to process, to deal with, to work on Bearbeiter m (Auftrag) handler Bearbeitung/ (Auftrag) handling, processing

bedarfsorientiertes Fenster Bearbeitungsgebtthr / (economics) handling charge, fee for handling A fee paid to a functional middleman to cover the cost of physically handling orders of a manufacturer, beauftragen v/f to commission, to charge, to instruct, to entrust Becher m (packaging) 1. cup, mug 2. (aus Plastik) beaker Bedarf m ( N a c h f r a g e / ) (economics) demand, requirements pi Very loosely a motivating impulse impelling an individual to act either to attain a desired goal or to prevent an undesired event from occurring. More specifically, a state of tension or dissatisfaction felt by an individual that impels him or her to action toward a goal he or she believes will satisfy the impulse. Bedarfsanalyse / (Nachfrageanalyse / ) (economics) analysis of demand, demand analysis Bedarfsartikel m (Bedarfsgegenstand m, Bedarfsgüter n/pl) (economics) —> Gebrauchsgut, Convenience Goods Bedarfsbeobachtung / (consumer research) observation of demand, demand observation Bedarfsdeckung / (economics) supply, coverage of demand, supply of demand Bedarfsdeckungsanalyse / (market research) analysis of household supply Bedarfsdichte/—> Nachfragedichte Bedarfselastizität / —> Nachfrageelastizität Bedarfsfaktor m (marketing) factor of demand, demand factor, factor determining demand Bedarfsfeld η (Bedarfskomplex m) (economics) complementary goods pi —> Komplementarität Bedarfsforschung / (consumer research) research into demand, demand research Bedarfsgebiet η —» Nachfragegebiet Bedarfsgegenstand m —> Bedarfsartikel Bedarfsgruppe /(consumer research) group of persons (households) with an identical demand structure Bedarfsgüter n/pl —> Bedarfsartikel Bedarfshäufigkeit / (economics) frequency of demand, demand frequency Bedarfsintensität/(economics) intensity of demand, demand intensity Bedarfskennzahl/—> Kaufkraftkennziffer Bedarfslenkung / (economics) consumption control, consumer guidance, controlled distribution of supply Bedarfslücke / —» Marktlücke, Nachfragelücke, Marktnische bedarfsorientiertes Fenster η (retailing) related-item display window, setting display window

Bedarfsprognose Bedarfsprognose / (economics) demand prognosis, demand forecast Any attempt at undertaking a series of value forecasts at different selling prices for a product or service to determine the point of optimum profit opportunity, usually on the basis of a given demand function, (—> Nachfragefunktion). Bedarfsstruktur / (Nachfragestruktur / ) (economics) structure of demand, demand structure Bedarfsuntersuchung / —> Nachfrageuntersuchung Bedarfsverschiebung / —> Nachfrageverschiebung Bedarfsvorhersage/—> Nachfrageprognose bedienen v/t (Kunden) to serve, to attend to, to wait (upon) Bedienung / 1. (retailing) (Service) service, counter service, service selling The activities of salespersons satisfying customer requirements, handing over merchandise, providing counsel, helping them choose products and retaining their goodwill. 2. (Verkäufer) sales clerk, clerk, brit shop assistent 3. (von Geräten) operation attendance, maintenance, control Bedienungsanleitung / operating instructions pi, service instructions pi Bedienungsaufschlag m extra charge for service, service charge Bedienungsform/(Bedienungssystem η, Verkaufsform f ) (retailing) service system, type of service cf. Bedienung, Selbstbedienung, Teilselbstbedienung Bedienungsgeschäft η (B-Geschäft η, Bedienungsladen m) (retailing) service shop, service retailer, service store A retail store in which buyers are served by sales clerks. Bedienungsgroßhandel m (wholesaling) service wholesaling Bedienungsgroßhändler m (wholesaling) service wholesaler, regular wholesaler A merchant selling to retailers, industrial users, and other wholesalers, and performing the usual complete services of such a merchant. Bedienungsverkauf m —» Bedienung 1. Bedienungsvorschrift / operating instructions pi, service instructions pi Bedingung f l . (Bestimmung/, Verfügung/) term 2. (Voraussetzung/, Erfordernis η) condition The antecedent (—> Antezedens) necessary for an event to occur.

24 Bedürfnis η (Erfordernis η, Bedarf m) (psychology/economics) need, want Both an individual's requirements in accordance with his or her values as a socialized individual, and an internal condition of disequilibrium (Ungleichgewicht) leading the individual to engage in activity related to reestablishing equilibrium. cf. Bedarf, Nachfrage Bedürfnisausgleichsgesetz η —» Gossensche Gesetze Bedürfnisbefriedigung / (Wunschbefriedig u n g / ) (psychology/economics) satisfaction of needs, satisfaction of wants, want satisfaction, need satisfaction Bedürfnisdeprivation / (psychology) need deprivation Bedürfniserfüllung / (Bedürfnisleistung / ) (psychology) need achievement (David C. McClelland) Bedürfnisforschung / —> Wohlfahrtsforschung Bedürfnishierarchie / (Maslowsche Bedürfnishierarchie f ) (psychology) hierarchy of needs, Maslow's hierarchy of needs (Abraham H. Maslow) The theory that all behavior is the result of unsatisfied needs which create tension (-> Bedürfnisspannung), and then activity to satisfy them. Maslow has defined a five-level hierarchy: (1) Physiological needs, or those most basic, necessary to sustain life and well-being; (2) Safety needs, or protection from the world around us. Physical and mental security; (3) Social needs, or love, friendship, conmpanionship, and acceptance by others; (4) Esteem needs, or recognition, self-confidence, self-respect, appreciation; (5) Self-actualization needs, or the fulfillment of one's potential in life. Bedürfnismatrix / m a t r i x of needs Bedürfnismuster η (Muster η der Bedürfnisse eines Individuums, Muster η der individuellen Bedürfnisse) (psychology) need pattern, pattern of needs, pattern of individual needs The organization of an individual's needs. Bedürfnispyramide/—» Bedürfnishierarchie Bedürfnisreduktion / (Bedürfnisreduzierung / ) (psychology) need reduction Bedürfnissättigungsgesetz η —» Gossensche Gesetze Bedürfnisspannung / (psychology) need tension The tension in an individual resulting from the presence of a need. Bedürfnisunsicherheit / need uncertainty In industrial markets, there are often difficulties in interpreting the exact nature of the needs for materials, machines, tools, services, etc., in a business firm. The buyer's perceived need uncertainty is a

Bemusterungsgroßhandel

25 function of these difficulties in combination with the importance of the actual need.

Bedürftigkeit / (Armut / , Not f ) want The situation resulting from the lack or absence of necessaries.

Befehl m 1. (Weisung/, Erlaß m, Anordnung / ) order, command 2. —> Kommando Befehlsgewalt/—» Kontrollautorität Befehlshierarchie / (Kommandohierarchie / , Hierarchie / der Entscheidungsbefugnisse) (organizational sociology) line of command, line of authority, chain of command, command hierarchy The hierarchical pattern of authority by which the direction and flow of decisions is organized through unity of command from the top of an organization down.

Beförderungsunternehmen η (economics) carrier There are basically four types of carrier: (1) common carriersm contract carriers, exempt carriers and private carriers. The major differences between the four types of carriers concern the number of operating restrictions and the degree of financial commitment required of the shipper.

Befriedigung / (Zufriedenheit / , Erfüllung / ) (psychology) satisfaction Both the state of pleasure in an individual when he or she has achieved the goal of the dominant motivating tendencies and the feeling state in a person who has gratified an appetite or motive.

—> Gratifikation Befriedigungsaufschub m —> aufgeschobene Befriedigung begrenzte Hierarchie / (beschränkte Hierarchie/) restricted hierarchy A hierarchy which embraces only a segment of a society or an organization.

cf. umfassende Hierarchie Begutachtung/ Gutachten Behälter m (Behältnis n) (packaging) 1. Am container, brit case, box 2. (für Flüssigkeiten) tank, vessel, fountain Behaviorismus m (psychology) behaviorism, brit behaviourism A school of psychology that deals with observable behavior and disregards the subjective aspects of human activity such as consciousness, intention or the meaning of behavior to the people involved. It is an atomistic theory that also rejects the use of insight or subjective experience as nonscientific techniques in studying human behavior,

behavioristisch adj behavioristic, haviouristic Behinderung / (Behinderung / von renten, Behinderungswettbewerb drance of competitors, obstruction of tors

brit beKonkurm) hincompeti-

Behördenhandel m —» Belegschaftshandel Behördenrabatt m —> Großverbraucherrabatt Behörden- und Belegschaftshandel —> Belegschaftshandel Beihilfe / subsidy —» Subvention Beispiel η (Muster n, Vorbild n) pattern, example Beispielsammlung / praxis Beistand m succurance Beiwerk η accessories pi, embellishments pi, colloq frills pi Belegschaft /staff Belegschaftshandel m (Behörden-und Belegschaftshandel m) (economics/retailing) company trade, company trading Belegschaftsladen m (Industrieladen m) (economics/retailing) company store, companyowned store, industrial store, commissary store A retail store which sells exclusively to the employees of the company or governmental unit which owns it.

Belohnung f (behavioral research) reward A stimulus, stimulus-object, situation or verbal statement which is presented upon completion of the successful performance of a task and which tends to increase the probability of the behavior involved (—> Verstärkung).

—» Gratifikation, instrumentelle Konditionierung, Anreiz, Belohnungsmacht Belohnungsaufschub ra —» aufgeschobene Befriedigung Belohnungsmacht f (organizational sociology) reward power (John R. P. French & Bertram Raven) That power (—> Macht) that depends on a leader's ability to reward subordinates for compliance.

—> Belohnungssystem, Macht; cf. Bezugsmacht, legitime Macht, Zwangsmacht, Expertenmacht Belohnungssystem η (System η der Belohnungen) reward system The ways and means by which any particular society or group through its members or through the holders of power or authority sanctions conformity, including not only the awarding of honors and advantages, but also the withholding of negative sanctions,

bemustern v/t (economics) to supply samples (of), to attach samples, to sample Bemusterung / (economics) sampling, supply of samples The technique by means of which a market is exposed to new products, packages, or package sizes through the sending or giving to prospects of a miniature or an actual unit.

Bemusterungsgroßhandel m (wholesaling) sample wholesaling, sample wholesale trade —> Katalogladen;

26

Benutzer cf. Lagergroßhandel, Streckengroßhandel Benutzer m —> Nutzer Benutzungsanalyse/—> Nutzwertanalyse Beobachtungslernen η (Imitationslernen η Modellieren η (Albert Bandura) (psychology) observational learning, modeling Bequemlichkeitsbedarf m (Kleinbedarf m, Bedarfsgüter n/pl) (economics/retailing) convenience goods pi, red goods pi Those consumer goods (—» Konsumgüter) which the customer usually purchases frequently, immediately, and with the minimum of effort in comparison and buying. beratende Tätigkeit / ( B e r a t u n g / ) counseling The process of using interviews, psychological tests, guidance, and other techniques to help an individual solve his or her personal problems and plan his or her future realistically, beratender Psychologe m consultant psychologist, consulting psychologist Berater m adviser, also advisor, counselor, brit counsellor, consultant Beraterautorität/(Beratungsautorität/, Gutachterautorität/) advisory authority Beraterhonorar η service fee Beraterkommission / —» Beratungsausschuß Beratung/advice, counsel, consultancy —> Marketingberatung Beratungsagentur/—> Marketingberater Beratungsausschuß m (Beratungskommission /, Beraterkommission f ) advisory committee Beratungsautorität/—> Beraterautorität Beratungsfirma /consulting agency Beratungskommission / —* Beratungsausschuß Beratungsvertrag m consultancy contract berechnen v/t to compute, to calculate berechnende Beteiligung/(kalkulierte Beteiligung/) (organizational sociology) calculative involvement (Amitai Etzioni) cf. entfremdete Beteiligung, moralische Entfremdung Berechtigungsschein m (economics) (im Kaufscheinhandel) warrant, certificate Bereich m 1. (Gebiet n, Sphäre/) domain 2. region Gebiet 3. scope —» Operationsbereich Bericht m 1. report —> Forschungsbericht 2. (Rechenschaft) account berichten v/t to report (on) Berichterstattung / coverage, news coverage, reporting, report

berichtigen v/t to correct Berichtigung / correction Berttcksichtungsfeld η (Philip Kotier) (economics) 1. consideration frame, brand set The particular group of brands to which a consumer will limit the consideration of choice for purchase, usually a small number of familiar, remembered, and acceptable brands, even though the total number of brands in the product category may be very large.

2. evoked set In the most general sense, the immediate concerns which influence an individual's perceptions.

Beruf m 1. (Berufstätigkeit / Tätigkeit /, Beschäftigung/, Geschäft η) employment, profession, trade, occupation, trade, colloq job Any form of activity in which an individual regularly engages for remuneration.

2. (Beschäftigung/, Gewerbe η) occupation A set of activities centered on an exonomic role and usually associated with earning a living.

3. (Berufung /, Geschäft η, Beschäftigung / ) vocation The permanent activity which guarantees one a livelihood, and membership in one's particular occupational group.

Beruf m des primären Sektors primary occupation, primary sector occupation An occupation concerned with the production or extraction of raw materials. The primary occupations include those in agriculture, fishing, hunting, lumbering, and mining.

Beruf m des sekundären Sektors secondary occupation, secondary sector occupation An occupation concerned with the production of man-made goods or the processing of raw materials. Secondary occupations include those involved in all forms of manufacturing, food processing, and handicrafts.

Beruf m des tertiären Sektors (Dienstleistungsberuf m) tertiary occupation, tertiary sector occupation An occupation concerned with the provision of services rather than the production of goods. The tertiary occupations include those in government, management, medicine, religion, transportation, communication, personal services, etc.

Beruf m mit hohem Status (Beschäftigung / mit hohem Status) high-status occupation Beruf m mit mittlerem Status (Beschäftigung / m i t mittlerem Status) medium-status occupation

Beruf m mit niedrigem Status (Beschäftigung / m i t niedrigem Status) low-status occupation beruflich (Berufs-, Standes-, Fach-, Amts-) adj professional, occupational beruflich selbständig (selbständig) adj selfemployed berufliche Aspirationsskala/(Skala / d e r beruflichen Aspirationen, Skala / der Berufs-

27

Berufsgruppe

ziele) (industrial psychology) Occupation Aspiration Scale (O.A.S.) (A. Haller/I. Miller) berufliche Assimilierung/(berufliche Assimilation f ) (industrial sociology) occupational assimilation berufliche Ausbildung/-» Berufsausbildung berufliche Ausbildung / nach Eintritt in ein Unternehmen (sociology of work) post-entry training berufliche Ausbildung / vor Eintritt in ein Unternehmen (sociology of work) preentry training berufliche Autorität/—» Fachautorität berufliche differentielle Assoziation / (industrial sociology) occupational differential association The tendency of people to choose their friends from among persons in their own or a related occupational category (—> Berufskategorie) more than from other occupational categories. cf differentielle Assoziation

berufliche Diskriminierung / (Diskriminierung/im Arbeitsleben) (industrial sociology) job discrimination

berufliche Distanz / (Distanz / zwischen den Berufsklassen) (industrial sociology) occupational distance The distance existing between the occupational categories (—> Berufskategorie) into which any two occupations fall, when occupations are classified in a hierarchy of status and prestige,

berufliche Einstellung / (Einstellung / zum Beruf) (industrial psychology) titude

occupational at-

berufliche Fortbildung / (berufliche Weiterbildung/) continuing education berufliche Karriere / (berufliche Laufbahn /, beruflicher Werdegang m) (industrial sociology) occupational career berufliche Mobilität /(Berufsmobilität/) occupational mobility The change between occupations,

berufliche Qualifikation / skill, often pi skills, occupational skill, often pi skills, professional skill, often pi skills —» Geschicklichkeit berufliche Schichtung / (berufliche Stratifizierung f ) (sociology of work) occupational stratification The grading of a population into occupational groupings.

berufliche Sitten f/pl und Gebräuche m/pl (industrial sociology) occupational folkways pi The folkways attached to a particular occupation,

berufliche Sozialisation / (industrial sociology) occupational socialization —> tertiäre Sozialisation

berufliche Spezialisierung / (industrial sociology) occupational specialization berufliche Veränderung / (mobility research) occupational movement berufliches Niveau η (berufliches Leistungsund Ausbildungsniveau η, Berufsniveau η) (industrial sociology) occupational level A class of occupations defined in terms of the skill required or in some cases of the function performed,

berufliches Streben η (berufliche Aspiration /, beruflicher Ehrgeiz m, Berufsansprüche m/pl, Berufsziele n/pl) occupational aspiration Berufsausbildung/(berufliche Ausbildung/) vocational training Berufsautorität/-» Fachautorität Berufsberatung/(berufliche Beratung/) vocational counseling, vocational guidance Systematic efforts to assist people in choosing their occupations.

Berufsbild η (Arbeitsplatzanalyse f ) (industrial psychology) job analysis, pi analyses, occupational analysis The result of the process of determining the tasks and worker or employee knowledge, skills, and responsibilities necessary for the successful performance in a specific job.

Berufseinstellung / (Standeshaltung /, berufliche Einstellung/) (industrial sociology) professional attitude Berufsethik /(Berufsethos η) (industrial sociology) professional ethics pi construed as sg Berufsfachzeitschrift/—> Berufszeitschrift Berufsgesellschaft / (Arbeitsgesellschaft f ) (industrial sociology) occupational society The type of contemporary urban and industrial society where the great majority of adults at one time or another hold occupations which tend to be distinct from their other social statuses. cf. Statusgesellschaft

Berufsgewerkschaft / (Fachgewerkschaft f ) craft union A labor union consisting of persons following the same craft or skill regardless of the industry or business in which they may be working.

Berufsgliederung / (berufliche Gliederung /, berufliche Klassifizierung /, Einteilung / in Berufsgruppen) (industrial sociology) occupational classification Berufsgruppe / 1. (Berufsklasse /, Berufsk a t e g o r i e / ) (industrial

sociology)

occupational class, occupational category, occupational family, occupational field, occupational grouping 2. (Berufsverband m, Berufsvereinigung / ) (industrial

sociology)

Berufshierarchie

28

occupational group, occupational family, professional association

(industrial psychology) occupational personality

A group organized on the basis of the common or similar occupation of its members.

The modal personality characteristic for a particular occupation.

Berufshierarchie / (Hierarchie / der Berufe, berufliche Hierarchie/) (industrial sociology) occupational hierarchy

Berufsprestige η (berufliches Prestige η) (industrial sociology) occupational prestige

The ranking of occupations on the basis of prestige, income, or other criteria.

Berufsideologie /(berufliche Ideologie f ) (industrial psychology) occupational ideology The beliefs and values which the members of an occupation share.

Berufsinteressentest m (BIT) (Fragebogen m für einen Berufsinteressentest) (psychology) vocational interest inventory, vocational interest test, occupational interest test Berufskategorie /(Beschäftigungskategorie /, Berufsgruppenkategorie f ) (industrial

sociol-

ogy) occupational category A chief type of occupation according to some kind of categorization scheme. One that is widely used is the division into business executives (—» leitende Angestellte), professionals (—> Freiberufler), small businessmen (—» Geschäftsleute), white collar workers (—» Angestellte), skilled manual workers (—> Facharbeiter), semiskilled manual workers (—» angelernte Arbeiter), and unskilled manual workers (-» Hilfsarbeiter).

Berufsklassifizierung / (berufliche Klassiiizierung / Klassifizierung / nach Berufsgruppen) vocational classification, occupational classification The classification of the chief types of occupation.

Berufskrankheit/occupational disease Berufskultur/1. (berufliche Kultur/, berufliche Subkultur/) (industrial sociology) occupational culture, occupational subculture A set of subculture traits traditionally associated with a particular occupation and passed on to those who newly enter the occupation.

2. (Standeskultur/) professional culture Berufsmobilität /(berufliche Mobilität f ) occupational mobility Berufsmobilität/ innerhalb desselben Berufs intraoccupational mobility The move from one occupation to another occupation of the same category, i.e. usually the process of progressing up (or down) the pay ladder inside any given occupation.

Berufsmobilität/zwischen verschiedenen Berufen (zwischenberufliche Mobilität /, soziale Mobilität / zwischen Berufen) (mobility research) interoccupational mobility The move from one occupation or group of occupations to another occupation or group, usually with different pay.

Berufspersönlichkeit / (Berufscharakter m)

The shared evaluation of an economic status of work activity by members of society.

Berufsprestigeskala /(Prestigeskala / der Berufe, Skala / zur Messung des Berufsprestiges) (industrial sociology) occupational prestige scale Berufsprofil η (sociology of work) occupational profile Berufspsychologie /occupational psychology Berufspyramide / (Beschäftigungspyramide / ) (industrial sociology) occupational pyramid Berufsschicht /(berufliche Schicht/) (sociology of work) occupational stratum, pi strata —» Berufsgruppe Berufssitten f/pl (berufsspezifische Sitten f/pl und Gebräuche m/pl, berufsständische Sitten f/pl) professional folkways pi, occupational folkways pi Berufssolidarität / (berufliche Solidarität /, berufsständische Solidarität f ) professionalism, occupational solidarity Berufssozialisation/(berufliche Sozialisation /, berufsständische Sozialisation f ) professional socialization, occupational socialization Berufssoziologie /occupational sociology, sociology of occupations The application of principles of sociology to the analysis of professions and occupations. The study of career patterns is a part of occupational sociology,

berufsspezifische Sitten f/pl und Gebräuche m/pl —» Berufssitten Berufsstand m —> Korporation berufsständische Körperschaft /corporation berufsständische Sitten f/pl —> Berufssitten Berufsstatistik / occupational statistics pi construed as sg

Berufsstereotyp η (Stereotyp η über einen Beruf) (industrial psychology) occupational stereotype Berufsstruktur/—» Beschäftigungsstruktur berufstätig adj gainfully employed, economically active, working, employed berufstätige Bevölkerung / (erwerbstätige Bevölkerung/) working population, gainfully employed population, economically active population, gainful population The sum total of individuals in a given nation who are economically active both as employed or as self-employed persons, excluding the unemployed, even those actively seeking employment.

beschaffungspolitisches Instrumentarium

29

berufstätige Frauen f/pl (weibliche Angestellt e / ^ / ) colloq pink collar Berufstätige m/pl einschließlich der Arbeitslosen experienced labor force The sum total of individuals in a given nation who are either economically active or actively seeking employment.

Berufstätige(r) (f (m) (Beschäftigte(r) (f (m), berufstätige Person f ) (demography) gainfully employed person, economically active person, employed person, gainfully occupied person berufstätige(r) Arbeiter(in) m ( f t (demography) gainful worker, gainfully employed worker, gainfully occupied worker Berufstätigkeit /gainful employment, employment, economical activity Berufsverband m (Berufsvereinigung/) professional association, professional organization, brit organisation, occupational association Berufsverteilung / (berufliche Gliederung f ) (industrial sociology) occupational distribution Berufswahl / (Wahl / des Berufs, Entscheidung/für einen Beruf, Auswahl/des eigenen Berufs) occupational choice, vocational choice Berufs wert m (beruflicher Wert m) (sociology of work) occupational value Berufszufriedenheit / (Arbeitszufriedenheit / ) (psychology of work) job satisfaction, work satisfaction Berufung/1. (Begabung/, Neigung/, Talent η) vocation, calling 2. —» Ernennung berühmte Marke f (marketing) famous brand Berühmtheit / (berühmte Persönlichkeit / ) celebrity Beschaifenheitsangaben f/pl —> Gattungsbezeichnung Beschaffer m (economics) buyer, organizational buyer, brit organisational buyer A collective term used to encompass industrial buyers (-» Einkäufer 2.), retailers (-» Einzelhändler), and government purchasing agencies. In contrast to consumers (—» Konsument), professional buyers in the organizational market are usually more technically qualified and more rational than consumers.

Beschaffung / (economics) buying, procurement, acquisition, corporate purchasing The marketing function consisting of the efficient acquisition of materials and services for the operation of a business.

Beschaffung / von Investitionsgütern (economics) procurement of investment goods Beschaffungsentscheidung / (economics) buying decision, corporate purchasing decision, purchase decision, industrial purchase decision,

corporate buying decision, buying decision, industrial buying decision The industrial buying process begins when someone in the organization realizes that a need exists for more merchandise, supplies, or production inputs. At this point the firm determines specifications for the item in question so that it can collect information about potential suppliers. Before making a decision, however, the business consciously or unconsciously analyzes a series of environmental variables that may influence the choice of product and supplier.

Beschaffungsentscheidungsprozeß m (economics) buying decision-making, process of making buying decisions Beschaffungsfunktion / (economics) buying function, procurement function Beschaffungskomitee η (economics) buying committee In retail buying, a buying committee is an attempt to achieve the economies of centralized buying (-» zentralisierter Einkauf) without having just one person responsible for purchase decisions. Buying committees are often used by hardware store chains, supermarket chains, and other retailers selling staple goods.

Beschaffungskooperation f (economics) cooperative buying group, cooperative buying, buying cooperation, buying syndicate, supply cooperative, supply cooperation A cooperative mainly concerned with buying products its members need and reselling these to them.

Beschaffungsmarketing η supply marketing, procurement marketing Beschaffungsmarkt m (economics) supply market Beschaffungsmarktanalyse / (marketing research) analysis of supply market, supply market analysis Beschaffungsmarktbeobachtung / (marketing research) observation of supply market, supply market observation Beschaffungsmarktforschung / research into the supply market, supply market research Beschaffungsmenge / (economics) supply, quantity of supply Beschaffungsorganisation f (economics) organization of supply, brit organisation of supply, supply organization Beschaffungsplan m (economics) supply plan, procurement plan Beschaffungsplanung / (economics) supply planning, procurement planning Beschaffungspolitik/ —> Beschaffungsmarketing beschaffungspolitisches Instrumentarium η (beschaffungspolitische Instrumente n/pl) (economics) instruments pi of supply policy, instruments pi of supply marketing

Beschaffungsprogramm Beschaffungsprogramm η (economics) supply program, brit programme, procurement program, buying program Beschaffungsprozeß m (economics) industrial buying process, buying process, corporate purchasing process, purchase process, industrial purchase process, corporate buying process Beschaffungs- und Vorratspolitik / —» Marketinglogistik Beschaffungsverhalten η (economics) buying behavior, brit behaviour, procurement behavior, organizational buying behavior, brit organisational buying behaviour Beschaffungsweg m (economics) supply channel, buying channel, procurement channel Beschaffungswerbung / (economics) supply advertising, procurement advertising Beschaffungsziel η (economics) supply objective, procurement objective, buying objective Beschäftigung / (Arbeit / ) employment, job, occupation Beschäftigungspyramide/—> Berufspyramide Beschäftigungsstruktur / (Berufsstruktur f ) (industrial sociology) occupational structure Beschäftigungstherapie / (psychology) occupational therapy The treatment of mental or physical disorders by giving the patient useful or interesting work to do. Beschwerde/—> Reklamation Beschwerdeverfahren η (bei Tarifverhandlungen) grievance procedure (in collective bargaining) beseitigen v/t to eliminate Beseitigung / —» Eliminierung, Produkteliminierung Besitz m 1. (Bodenbesitz m, Grundbesitz m, Landbesitz m) tenure The nature of the property rights under which land is held and utilized. 2. (im Gegensatz zu Eigentum) property The use and occupancy of land or dwelling of another on a rental basis. As opposed to ownership (-» Eigentum) property consists of the actual control by a person over things (ius in rem). 3. (Innehaben η) occupation Besitz m an Grand und Boden —» Landbesitz Besitzer m (Mieter ro, Pächter m) (im Gegensatz zu Eigentümer) tenant One who uses and occupies land on the basis of tenancy. Besitzungen f/pl (Reichtümer m/pl) wealth Besoldung/—» Gehalt Bestandsaufnahme/1. appraisal, corporate appraisal The examination of an entire organization from different angles. It is a measurement of the readiness of

30 the internal culture of the corporation to interact with the external environment. 2. (im Haushalt) —> Speisekammertest Bestandsaufnahme / nach dem Kauf (economics) inventory taking, stock taking Bestandsaufnahme / in Testläden —> Ladentest Bestandsmanagement η (economics) stock management, inventory management, inventory control The primary rationale for maintaining inventories is that it is not physically or economically possible to handle each sale on a custom order basis. Bestandsprüfung / (economics) audit, stock check, inventory control, shop audit The use of a system or mechanism to maintain stocks of goods at desired levels. Bestätigung/—» Auftragsbestätigung bestehende Nachfrage / (economics) existing demand A type of demand which exists when a product has been bought to satisfy a particular need. Bestellabschnitt m (Bestellgutschein m) (sales promotion) order coupon, order slip Bestellbuch η —» Auftragsbuch Bestellbrief m order letter bestellen v/t (economics/advertising) to order, to book Besteller m —> Abonnent, Käufer Bestellformular η order form, order blank Bestellkarte/order card, reply card Bestellkosten pi (economics) ordering costs pi, cost per order (cpo) The total cost incurred in placing orders. Bestellkupon m —» Bestellabschnitt Bestellmenge / (economics) order quantity, order size The quantity of product units ordered, (optimale Bestellmenge) economic order quantity (EOQ) The number that minimizes the total cost of placing an order and of holding the item in inventory. Bestellnummer / (economics) order number, order code Bestellpunkt m (economics) reorder point In inventory management (-» Bestandsmanagement), the point at which reordering becomes necessary to avoid stockouts. Bestellpunktverfahren η (Bestellpunktmodell η) (economics) reorder point system, economic order quantity (EOQ) model, EOQ model A system of inventory management (—» Bestandsmanagement) to determine the point in time at which reordering becomes necessary. The amount of inventory that should be ordered at any moment in time, the economic order quantity (EOQ), is primar-

31 ily a function of the cost of maintaining the inventory once it is received and the cost of ordering the inventory.

Bestellschein m —» Bestellformular Bestellung/1. (economics) order 2. —» Ernennung Bestellvertrag m —> Werkvertrag Bestellzeitpunkt m (economics) reorder time, reorder period Bestellzettel m —> Bestellabschnitt Bestseller m bestseller Besuch m (Vertreterbesuch m) call Besuchsauswertung / (Vertreter) call analysis, post call analysis The study of a sales representative's customer calling patterns.

Besuchsbericht m (Vertreter) call report Besuchseffizienz/(Vertreter) order/call ratio Besuchserfolgskontrolle / (Vertreter) post call analysis, analysis of call effectiveness Besuchshäufigkeit /(Vertreter) call frequency The frequency with which sales representatives visit or contact customers or prospects.

Besuchsplan m (Vertreter) call schedule, call frequency schedule, brit journey plan Besuchsplanung / (Vertreter) call scheduling, brit journey planning Besuchsquote /(Vertreter) call rate The number of personal contacts or visits a sales representative makes with customers or prospective customers within a given period of time.

Betagte m/pl (die Betagten m/pl, alte Leute pi) aged, mostly the aged Betrieb m (industrial sociology) company, plant, shop betriebliche Fortbildung / (innerbetriebliche Fortbildung/, betriebliche berufliche Weiterbildung / , innerbetriebliche berufliche Weiterbildung/) on-the-job training (OJT) Employee training and development programs are designed to improve employee performance - in the present and in the future, respectively. On-the-job training, which takes place in the work setting, includes job rotation, internship, apprenticeship, and coaching.

cf. außerbetriebliche Fortbildung betriebliche Kennziffer / (statistics/economics) operating ratio —> Betriebskennzahl betriebliche Marktforschung / (interne Marktforschung/) company-based market research, company market research cf. Institutsmarktforschung betriebliche Mitbestimmung / (betriebliche Mitwirkung/bei Unternehmensentscheidungen) (industrial sociology) participative man-

Betriebshandelsspanne agement, participant management (Rensis Likert), management by participation betriebliche Planung/—> Ablaufplanung Betriebsanalyse / (economics) operational analysis Betriebsanleitung / (Betriebsanweisung / ) operation instruction(s) (pi), operating instruction^) (pi) Betriebsausgaben f/pl (statistics/economics) operating expenses pi, operating expense ratio An operating ratio which indicates the percentage of each money unit needed to cover operating expenses.

Betriebsbeobachtung / (economics) operational observation Betriebsberatung / industrial consultation, managerial consultation, business consultation Betriebsblindheit / (Fachidiotie / ) trained incapacity (Thorstein Veblen) A reduction in personal flexibility that takes place when the very training and experience that give an expert competence in his or her specialized field also act to narrow his or her range of perception.

Betriebsdorf η (Finnendorf η) company village A small community inhabited largely by the employees of a single business firm which owns all or most of the housing and other physical aspects in the community.

Betriebseinnahmen f/pl —> Betriebserlös Betriebserlös m (economics) operating income The amount of money that is available after deduction of allocated corporate overhead expenses but before deduction of any financial charges on assets employed.

Betriebsform / (Betriebstyp m) (economics) type of company, type of business, type of firm Betriebsführung / (Betriebsmanagement η, Wirtschaftsmanagement η, Wirtschaftsführ u n g / ) (economics) business management, industrial management Betriebsführungsgrundsätze m/pl (Leitlinien f/pl der Betriebsführung, der Industrieführung) industrial policy Betriebsgewerkschaft / (unabhängige Betriebsgewerkschaft f ) company union, independent union A labor union (-> Gewerkschaft) whose membership is confined to the employees of a single business firm and which is typically dominated by, and frequently organized by, the management of the firm.

Betriebsgröße / (economics) company size, size of company Betriebshandel m (Betriebs- und Belegschaftshandel m) —» Belegschaftshandel, Kaufscheinhandel Betriebshandelsspanne / (Betriebsspanne / )

Betriebskapital (economics) dealer's margin of profit, dealer margin, operating margin, gross margin The difference between the quantity of goods sold at net selling prices in total and the same quantity of goods at total cost. —» Handelsspanne Betriebskapital η (Betriebsmittel n/pl) (economics) working capital, operating capital The net current assets of a business. Working capital may be computed by taking the difference between a company's current assets and its current liabilities. Betriebskennzahl / (Betriebskennziffer / ) (statistics/economics) operating ratio Operating ratios express items on the income, or operating, statement as percentages of net sales. Betriebskosten pi (economics) operating expenses pi, working costs pi, running costs pi Betriebsleitung/—» Management Betriebsmittel n/pl (economics) operation stock, working material, working stock, working capital, working funds Betriebsmodell η (Arbeitsmodell η, Funktionsmodell η) operating model Betriebsplanung —» Ablaufplanung Betriebspsychiater m company psychiatrist, industrial psychiatrist Betriebspsychiatrie / (Industriepsychiatrie / ) industrial psychiatry Betriebspsychologie / industrial psychology, industrial and organizational psychology The branch of applied psychology concerned with the application of psychological techniques and findings to the solution of problems arising in the industrial or economic field. Betriebsslum m (Firmenslum m) company slum A slum owned by a company and used for the housing of its employees. Betriebssoziologie /(Industriesoziologie/) industrial sociology, plant sociology, sociology of work The application of sociological theory and research methods to the study of industrial organization, such as factory or business organization, including the study of work groups in industry and the study of industrial occupations. Betriebsspanne /—> Handelsspanne Betriebsstadt/(Firmenstadt f ) company town A larger community inhabited solely or chiefly by employees of a single industrial concern or group of concerns under one management. Betriebsstatistik / business statistics pi construed as sg, industrial statistics, company statistics, management statistics pi construed as sg, operational statistics pi construed as sg Betriebsstoff m (mostly pi Betriebsstoffe, Hilfs- und Betriebsstoffe m/pl) (economics) supplies pi, maintenance, repair, and operating

32 supplies, maintenance, repair, and overhaul supplies, MRO items A type of industrial goods (—» Industriegüter) that facilitate an organization's production and operations, but do not become part of the finished product. Betriebssystem η (EDP) operating system Betriebstechnik f (electronics) engineering operations pi and maintenance Betriebstyp m Betriebsform Betriebstypendynamik / —* Dynamik der Betriebsformen Betriebsvergleich m (empirical social research) interfirm comparison, inter-company comparison Betriebswirtschaft / 1. (Betriebswirtschaftslehre f ) business administration, industrial administration 2. (Industrieverwaltung/) industrial administration, administrative management Betriebswirtschaftslehre / business administration, business economics pi construed as sg, business management Betriebswohnung(en) fipl) (Firmenwohnungen f/pl, Betriebsunterkünfte f / p l ) company housing Dwelling units, appurtenances and community facilities supplied by an industrial concern to its employees. B e u r t e i l u n g / - » Evaluierung Beutel m (packaging) bag, sack Beutelverschließgerät η (packaging) bag sealer Bevölkerung / (Einwohnerzahl f ) (demography) population All the people residing within a delimited geographic area, e.g., within a nation, a geographic region, a state, a metropolitan area, a city. Bevölkerungsdichte / (Verhältnis η der Arbeitskräfte zur landwirtschaftlich nutzbaren Fläche) (demography) density of population, population density, man-land ratio, density of settlement The relative size of a population with reference to the space it occupies. Bevölkerungsdichtemaß η (demography) population divided by area (P/A), man-land ratio An index of the relationship between a total population and the area it occupies. Bevölkerungsdruck m (demography) population pressure, real population density, real density The force originating in the numerical increase of a population to the point where it passes beyond the optimum and creates overpopulation. Bevölkerungsdynamik / (Dynamik / der Be-

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Bevölkerungszyklus

Völkerungsbewegungen) (demography) population dynamics pi construed as sg The study of change in populations.

Bevölkerungsentwicklung / (demography) population development Bevölkerungsgleichgewicht η (demography) equilibrium of population, pi equilibria or equilibriums Bevölkerungshochrechnung f (statistics) population projection, population raising, population expansion The calculation of population values from sample values in representative sample surveys.

Bevölkerungshochrechnungsfaktor m (statistics/media research) population projection factor, population raising factor, population expansion factor The factor by which a sample value has to be raised to obtain a parameter estimate of a total population in representative sample surveys.

ally in terms of age and sex) of a population, the representation being, in essence, two adjoining bar charts, each chart representing one of the sexes and each bar representing an age group, usually in terms of five-year intervals.

Bevölkerungsschicht / (demography) population stratum, pi strata A subpopulation consisting of members that are homogeneous with respect to a specified variable.

Bevölkerungsstatistik / 1 . (Bevölkerungslehre f ) (demography) larithmics pi construed as sg The scientific study of populations in their numerical and quantitative aspects, as eugenics is in their qualitative aspects.

2. population statistics pi construed as sg, demographic statistics pi construed as sg, demography, population analysis, pi analyses, population studies pi The scientific discipline concerned with the statistical study of population, special emphasis being given to birth, death, and migration rates,

Bevölkerungsmobilität/(Mobilität/der Gesamtbevölkerung) (mobility research) population mobility

bevölkerungsstatistisch adj (demography) larithmic

The process of population change in space, i.e. both physical mobility (—> geographische Mobilität) and social mobility (—> soziale Mobilität).

Bevölkerungsstruktur / (demography) population structure, demographic structure, age-sex structure, population composition

Bevölkerungsoptimum η (Optimumbevölkerung / , optimale Bevölkerungsgröße / ) (demography) optimum population, optimum population size A population of the „right" size to achieve and maintain some generally recognized and accepted social goals.

Bevölkerungsoptimumtheorie / (Optimumtheorie / , Theorie / des Bevölkerungsoptimums) (demography) optimum theory of population, optimum population theory, theory of optimum population, optimum size theory A theory or hypothesis about the more or less exact population size most conducive to the attainment of a particular social value or political, economic or military goal.

Bevölkerungsökologie/population ecology The study of the relationships existing between population and its habitat (—» Lebensumwelt),

bevölkerungspolitische Investition(en) —> demographische Investition(en) Bevölkerungspolitik /population policy

f(pl)

The legislative measures, administrative programs and other government action intended to alter or modify existing population trends in the interest of national welfare and survival.

Bevölkerungsprognose / (demography) population forecast Bevölkerungspyramide / (Alterspyramide / ) (demography) population pyramid, age pyramid, age-sex pyramid, age-sex triangle A graphical representation of the composition (usu-

The various social and biological categories into which the members of a population may be classed.

Bevölkerungsverdrängung / (Verdrängung / einer Bevölkerung durch eine andere) population displacement Bevölkerungsverteilung / (demography) population distribution Bevölkerungsverzeichnis η (Bevölkerungsregister η) (demography) population register Bevölkerungswachstum η (Bevölkerungszuwachs m) (demography) population growth The sum of a population's natural increase (births minus deaths) and net migration (immigrants plus emigrants).

Bevölkerungswandel m (Wandel m der Bevölkerungsgröße, Wandel m der Bevölkerungsverteilung / ) (demography) population change Both the numerical increase or decrease of a population as a result of births, deaths or migration and the change in the distribution of characteristics of the individuals comprising a continuous population.

Bevölkerungswanderung/—> Migration Bevölkerungszusammenballung / (demography) population cluster, congestion Bevölkerungszusammensetzung / (demographische Struktur / , Zusammensetzung / der Bevölkerung) (demography) population composition, demographic structure Bevölkerungszyklus m (demography) population cycle

Bewältigungsverhalten Bewältigungsverhalten η (psychology) coping behavior, brit coping behaviour, coping, coping style A behavioral pattern which facilitates adjustment to the environment for the purpose of attaining some goal, including the means by which a person comes to terms with stresses and makes use of opportunities and also the unique organization suggested by the various means employed by the person in adaptive efforts.

bewerben v/refl 1. (sich bewerben) to apply (for) 2. (um einen Auftrag) to make a bid, to submit a tender, to tender (for) Bewerber m (Bewerberin/) 1. applicant 2. (bei Kaufangeboten) bidder 3. (bei Ausschreibungen) tenderer Bewerbung/1. application 2. (bei Kaufangeboten) bid 3. (bei Ausschreibungen) tender bewerten v/t to evaluate, to appraise, to assess Bewertung / 1. (Beurteilung / , Auswertung f ) evaluation, appraisal, assessment 1.1. The determination of the relative value or importance of a score or phenomenon by appraisal or comparison with a standard. 1.2. The global appraisal or measurement of educational progress or achievement.

2. valuation The ascription of a value to an object.

—> Wertbestimmung, Evaluierung, Produktbewertung Bewertungsmatrix f —> Produktbewertung Bewertungsmethode/—» Evaluierung Bewertungsmuster η evaluative pattern, pattern of evaluation Bewertungsphase f (marketing) (bei Innovationen) evaluation stage, evaluation phase A stage in the diffusion model (—> Diffusion) elaborated by Everett M. Rogers in which the individual decides whether a new product is worth trying.

Bewertungsschema η (für neue Produkte) —» Produktbewertung Bewertungsverhalten η (consumer research) (von Konsumenten) evaluative behavior, brit behaviour, evaluation behavior Bewirtung /(Bewirtungskosten pi, Spesen pi) expenses pi beziehen v/t (bei) (Waren) to get, to be supplied with, to obtain, to buy (from) Bezieher m (von Waren) buyer, customer Bezieherkartei / (Bezieherliste / ) mailing list, list of buyers Beziehungsanalyse/—» Relationsanalyse Beziehungsgefttge η (Schema η, Struktur f ) pattern A cluster of items which belong together according to a particular criterion.

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Beziehungshandel m (Beziehungskauf m) (economics) direct sale (of wholesalers or producers) to private households Beziehungszahl / (Beziehungskennziffer / ) (statistics) quotient, rate Bezirksprovision/—» Gebietsprovision Bezirksschutz m —> Gebietsschutz Bezirksvertreter m —» Gebietsvertreter Bezirksvertretung/—> Gebiets Vertretung Bezug m (Waren, Dienstleistungen) buying, purchase, ordering Bezugnahme / (personal selling) referrals pi, referrals approach An approach in personal selling in which the salesperson approaches the prospect and explains that an acquaintance, an associate, or a relative has suggested the call.

Bezugsbedingungen f/pl (economics) terms pi of delivery, delivery conditions Bezugsbindung/—» Absatzbindung Bezugsgenossenschaft / —> Einkaufsgenossenschaft Bezugsgruppe / (sociology) reference group (Herbert Η. Hyman) A group or social category with which an individual identifies him or herself to help define his or her beliefs, attitudes, and values to guide his or her behavior.

Bezugsgruppentheorie / (sociology) reference group theory (Herbert H. Hyman) —» Bezugsgruppe Bezugsmacht /(persönliche Macht f ) referent power, identitive power (John R. P. French & Bertram Raven) A leader's influence on others because of their personal identification with him.

Bezugsperson / (sociology/demography) ence individual (Herbert H. Hyman)

refer-

1. An individual with whom a person identifies and on whose behavior he or she patterns his or her own behavior in a variety of situations and roles. 2. The head of household (—» Haushaltsvorstand) or anyone who either gives himself that name or is given it by other members of the household in an interview.

Bezugsphase /reference phase Bezugspreis m (economics) purchase price, advertised price Bezugspunkt m 1. (Referenzpunkt m) point of reference 2. (Verankerung/, Ankerreiz m) (psychology) anchorage, anchoring point, point of reference 3. (Richtwert m, Richtgröße/) benchmark, reference point The standard against which a judgment is made.

Bezugsquelle / (economics) source, source of supply Bezugsquellennachweis m (Bezugsquellen-

35 Verzeichnis η) list of suppliers, directory of suppliers Bezugsrahmen m (Bezugssystem η) (theory of knowledge/social psychology) frame of reference An interrelated set of ideas, facts or axioms that serve as a guide or basis for interpreting particular phenomena.

Bezugssystem η (Bezugsrahmen m) reference system, frame of reference bilaterales Monopol η (economics) bilateral monopoly A market situation with one single seller and one single buyer.

Bildmarke / (Bildzeichen η) logograph, logo, picture trademark, pictorial trademark Bildungsgrad m level of education, educational level, formal education billig low-priced, inexpensive, (im Sinne von schlechter Qualität) cheap Billigkeit / (Gerechtigkeit / , Unparteilichkeit f ) equity Billigmarke/—> Zweitmarke Billigpreis-(Billig-) adj (economics) cut-rate, price-off Billigprodukt η (Billigware / , Schleuderartikel m) (economics) catchpenny product, catchpenny, colloq schlock merchandise Bindung / —> Abnehmerbindung, Absatzbindung, Vertriebsbindung Binnenhandel m (economics) domestic market trade, domestic trade, home market trade, home trade, internal trade Binnenhandelspolitik / (economics) domestic market policy, home market policy Binnenmarkt m (economics) domestic market, home market Binnenmarktforschung / (economics) domestic market research, market research on the domestic market Binnenstruktur/internal structure, inner structure Bionik /bionics pi construed as sg Black-Box-ModeU η (S-R-Modell n) (psychology) black box model, black-box model A simple model of behavior that identifies the three major classes of variables that form the basis for understanding buyer behavior: (1) stimuli from the external environment, (2) characteristics of a buyer (the black box), and (3) the responses to external stimuli made by the buyer.

Bodenbeutel m (mit Seitenfalten) (packaging) gusset bag, gusseted bag Bon ml.—» Gutschein 2. —» Gratisgutschein

Branchenimage Bonus m 1. bonus An incentive payment for above-the-norm achievement.

2. (sales promotion) bonus, consumer premium An olfer of merchandise, either free, at a reduced cost, or at nominal cost as an immediate inducement to purchase a product.

Bonuspackung /(sales promotion) bonus pack, merchandise pack Börse / 1 . exchange 2. (Effektenbörse) stock exchange, bourse 3. (Warenbörse) commodity exchange —» Devisenbörse, Dienstleistungsbörse Boston-Effekt m —> Erfahrungskurveneffekt Botschaft / ( N a c h r i c h t / ) (communication research) message The part of the output of one unit which is fed into the receiver of another unit as input.

Boutique f (retailing) boutique A highly specialized and high-quality retail store, particularly in the field of high fashion.

Boykott m boycott A concerted refusal to use a particular type of goods or services, and/or the organized attempt, by coercion or persuasion, to prevent others from using certain goods or services.

Brainstorming η brainstorming (Alex F. Osborn) An idea-generation technique in which persons are stimulated to greater creativity through organized group exercise.

Brainwriting η brainwriting —» kreatives Probemiösen Brainwriting-Pool m brainwriting pool —» kreatives Probemlösen Branche/(Tätigkeitsfeld η, Gebiet η, Fach η) (economics) line of business, line, trade Branchenadreßbuch η (Branchenadreßverzeichnis η) trade directory, commercial directory, classified directory branchengleiche Agglomeration / —* Agglomeration (im Einzelhandel) branchengleiche Konkurrenz / (branchengleicher Wettbewerb m) (economics) intertype competition Competition between two institutions of the same type but with different levels of operations.

Branchen-Handelsspanne / (Branchenspanne / ) (economics) trade branch margin of profit, trade branch margin, line of business margin, trade margin The difference between the quantity of goods sold by a specified trade at net selling prices in total and the same quantity of goods at total cost.

Branchenimage η image of a line of business, line of business image, trade image cf. Markenimage, Produktimage

Branchen-Panel Branchen-Panel η (marketing research) trade panel Branchenspanne/—> Handelsspanne branchenübliche Preissetzung / (handelsübliche Preissetzung f ) (economics) customary pricing In customary pricing, certain goods are priced primarily on the basis of tradition, branchenüblicher Preis m (handelsüblicher Preis m) (economics) customary price A price set primarily on the basis of tradition. Branchenumwelt / (Branchenumfeld η) (economics/marketing) industry environment Μ. E. Porter has suggested that an industry environment is influenced by the extent of concentration of firms, stage of maturity of the industry, and the exposure of the industry to international competition. branchenungleiche Agglomeration / —> Agglomeration (im Einzelhandel) Brand—»MarkenBreak m (Breakdown m) —> demographische Aufgliederung Break-Even m (Break-even-Punkt m) (economics) break-even point, break-even The point on a demand curve (-> Nachfragekurve) at which total revenues equal total costs. The break-even point for any product, therefore, is defined as the number of units sold at which product revenues just match total product costs. Break-even-Analyse / (economics) break-even analysis The systematic examination of the relationships between sales revenue, fixed costs, and variable costs to determine the most profitable level of output or the most profitable product mix. An original German term does not exist. Break-even-Preissetzung / (Break-evenPreissetzung f ) (economics) break-even pricing Break-even analysis may be used as a tool of estimating the impact of various prices on a firm's profit position. At the break-even point (—» Break-even), total revenues equal total costs. Briefing η briefing A more or less detailed statement of aim(s) in relation to the preparation of a strategy, e.g. a marketing strategy, with the purpose of ensuring that collaborators and business partners are aware of their purpose and that their submissions may be evaluated by continuous reference to it. No original German expression exists, brutto adj gross Brutto für Netto (brutto für netto) (advertising) gross for net Bruttoabsatz m (economics) gross sales pl, gross sales volume, gross volume The total revenue generated by the sale of merchandise and/or services during a given period is the gross sales volume.

36 Bruttoeinkommen η (economics) gross income, income before tax Bruttoeinnahmen f/pl (economics) gross receipts pl, gross revenue Bruttoertrag m Bruttogewinn Bruttogewinn m (economics) gross profit, gross profits pl The value of the difference between the cost of purchase and the selling price of a product, i.e. without allowance for overheads, promotion or other expenses. Bruttogewinnspanne f (economics) gross margin of profit(s) (pl), gross margin ratio, gross margin The difference between the quantity of goods sold at net selling prices in total and the same quantity of goods at total cost. Brutto-Inlandsprodukt η (economics) gross domestic product (GDP) The total output of goods and services by a country's national economy in one full year, i.e. the gross national product (G.N.P.) (-» Bruttosozialprodukt), minus net foreign investment. Brutto-Kapitalertrag m (Brutto-Kapitalr e n d i t e / ) (economics) gross margin return on investment (GMROI) A measure for evaluating merchandising performance. Gross margin return on investment (GMROI) is the ratio of gross margin monetary units (—> Handelsspanne) to average inventory. Bruttopreis m (economics) gross price, gross A price without any discounts or allowances. Bruttopreissystem η (Bruttopreisbildung / ) (economics) gross pricing, gross billing Brutto-Sozialprodukt η (economics) gross national product (GNP, G.N.P.) The total market value of the output of goods and services of a nation's economy at selling prices, i.e., the sum total of the value of all goods and final services produced in a particular nation during any given year. cf. Nettosozialprodukt Bruttospanne / (Brutto-Handelsspanne / , Brutto-Gewinnspanne / ) (economics) gross margin of profit, gross margin, gross merchandising margin The difference between the cost or purchase price and the selling price for a particular piece of merchandise. Bruttotarif m —> Bruttopreis Bruttovolumen η gross volume Büchermarktforscher m —> Buchmarktforscher Büchermarktforschung / —> Buchmarktforschung Buchmarkt m book market, market for books Buchmarktforscher m book market researcher Buchmarktforschung/book market research

37

Buy-Response-Funktion

Buchmesse / (Buchhandelsmesse / , Buchhändlermesse f ) book fair Buchung/(Buchen n) booking Budget η (Etat m) (economics budget

stelltentätigkeit / , Bürotätigkeit/) (economics) white-collar occupation, white-collar job, white collar, black-collar occupation, black collar

The estimate of future sources of income and expenditure including the statement of intentions within a given period of time.

One member of the large heterogeneous category of clerical and technical workers, such as stenographers, bookkeepers, typists, draftsmen, sales-people, and others whose work is primarily non-managerial and non-manual.

Budgetallokation f (economics) 1. budget allocation 2. (marketing) allocation of marketing expenditure Budgetierung / (Budgetplanung f ) (economics) budgeting Budgetkontrolle / (Etatkontrolle f ) (economics) budget control, budgetary control, budget check The methodical monitoring of planned income and expenditure by issuing sales targets, placing orders, and authorizing payments within the context of a previously approved and detailed budget.

Bürokrat m bureaucrat Bürokratie / 1 . bureaucracy A large-scale, formal organization that is highly differentiated and efficiently organized by means of formal rules and departments or bureaus of highly trained experts whose activities are coordinated by a hierarchical chain of command.

2. —> Bürokratismus bürokratische Pedanterie/co/Zog red tape, red tapism bürokratischer Führer m bureaucratic leader A person whose authority stems primarily from his or her office or position in a bureaucratic hierarchy.

Budgetstudie / (Budgetuntersuchung f ) (empirical social research) budget study, budgetary study, budget investigation, budgetary investigation, budget survey, budgetary survey (Frederic Le Play)

Bürokratisierung / bureaucratization, brit bureaucratisation

The scientific method of gathering data, derived either from questionnaires or actual records, as to the expenditures of family income or behavior patterns (—> Zeitbudgetstudie) in all or in specific levels of society.

Bürokratismus m (Amtsschimmel m, bürokratische Pedanterie / , Paragraphenreiterei / ) bureaucratism, colloq red tape, red tapism

Buffalo-Methode/—> kreatives Problemlösen Bulkware / (economics) bulk commodity, bulk goods pi - » Schüttware Bündel η (packaging) bundle, package Bündeleinschlagen η (packaging) 1. bundle wrapping 2. (in Kraftpapier) bundle wrapping in kraft paper 3. (in Folie) bundle wrapping in film bündeln (packaging) v/t to bundle, to bundle up to tie in bundles, to tie up into bundles Büroangestellte(r) (f(m) (Bürokraft /, Schreibkraft f ) clerical worker, clerk, office clerk, office worker, white collar worker, black collar worker Büroarbeit / (Bürotätigkeit f ) clerical work, office work, white collar work, black collar work Büroberuf m (Bürobeschäftigung / , Ange-

The process in which a formal organization increasingly takes on the characteristics of a bureaucracy.

An attitude in bureaucracies, usually characterized by adherence to routine, more or less inflexible rules, procrastination, unwillingness to assume responsibility, and refusal to experiment.

Buygrid-Modell η buygrid model, buygrid framework A framework showing the eight stages („buyphases") along with the three types of buyclasses. The organizational buying process consists of the following eight buyphases: (1) need recognition, (2) need definition, (3) need description, (4) seller identification, (5) proposal solicitation, (6) proposal evaluation and selection, (7) ordering procedure, and (8) performance review.

Buying Center η (Einkaufsgremium η) (industrial marketing) buying center (Frederick E. Webster Jr./Yoram Wind) The individuals or groups of individuals within an organization who are responsible for a buying decision.

Buy-Response-Funktion Kaufwahrscheinlichkeit

/

Kurve

der

c C & C-Großhandel m (C & C-Betrieb ra) —» Cash-and-Carry-Großhandel Caravan-Test ra (Bus-Test m) (market research) mobile shop test, merchandising bus test, caravan test Caravan-Testverfahren η (Caravan-Itesttechnik/) (market research) mobile shop technique, merchandising bus technique, caravan test technique A research technique employing a mobile shop in the area under investigation, usually to test a new product, its package and advertising.

Cash-and-Carry-Betrieb ra (Cash-andCarry-Großhandel ra, Abhollagergroßhandel ra, Lagergroßhandel ra, Selbstbedienungsgroßhandel ra) (wholesaling) cash-and-carry wholesaler, cash-and-carry warehouse, selfservice wholesaler, self-service warehouse A limited-service wholesaler (—> Fachgroßhändler) who offers neither credit nor merchandise delivery services. Instead, they sell to customers who will pay cash and furnish transportation or pay extra to have products delivered.

Cash-and-Carry-Handel m (Cash-andCarry-Großhandel m, Abhollagergroßhandel m, Lagergroßhandel m, Selbstbedienungsgroßhandel tri) (wholesaling) cash-and-carry trade A type of wholesaling exhibiting the following features: customers call to pick up the merchandise, cash is required with the purchase, salespersons are not widely used to call on prospects.

Cash Cow / - > Milchkuh Cash Flow m (Kapitalfluß ra aus Umsatz) (economics) cash flow The change in cash position during a given period resulting from cash receipts and disbursements for that period.

Cash-Flow-Analyse / (Analyse / des Kapitalflusses aus Umsatz) (economics) cash-flow analysis A technique for evaluating the profitability of an investment. It compares the outflow of funds (cost) with the inflow of funds (returns).

Cash-Flow-Tabelle / (economics) cash-flow table A table used in cash-flow analysis to compare the outflow of funds (cost) with the inflow of funds (returns).

Catalog Showroom m Katalogladen (Katalogschauraum) Collective-Notebook-Methode / collective notebook method

Combination Store m —> Verbrauchermarkt Combipack ra —> Verbundpackung Community Center η Einkaufszentrum Community Relations f/pl -> Kommunalmarketing Consumerismus ra —> Konsumerismus Container m (packaging) container Convenience Goods n/pl (Klein- und Bequemlichkeitsbedarf m, Güter n/pl des täglichen Kleinbedarfs) (economics/retailing) convenience goods pi, red goods pi Consumer goods which the customer usually purchases frequently, immediately, and with the minimum of effort in comparison and buying.

Convenience-Laden ra —» Nachbarschaftsladen Corporate Identity / (C.I.) corporate identity, corporate image —» Unternehmensidentität Corporate-Identity-Wert ra (C.I.-Wert ra) corporate identity value Corporate Image η (Firmen-Image η, Unternehmens-Image η) —> Unternehmensidentität Corporate-Philantropie / (unternehmerische Philantropie/) corporate philantropy, business philantropy Cost Center η —» Kostenstelle Countermarketing η —» Kontramarketing Countervailing Power / —» gegengewichtige Marktmacht Courtage /(Kurtage/) (economics) brokerage commission, brokerage fee, brokerage A charge, sometimes in the form of a commission, made by a functional middleman for bringing buyer and seller together.

CPM abbr Critical-Path-Methode CpO-Wert m (economics) cost-per-order value, cost per order —» Bestellkosten Cream-Plan ra —» Abschöpfungsstrategie Critical-Path-Methode / (CPM) (Methode / des kritischen Pfades) (marketing planning) critical path method (CPM) A planning technique derived from network analysis (-» Netzplantechnik) usually applied to complex projects with a large number of interrelated variables. Any step in the process whose timing is critical to the whole project is represented in a diagram that shows which jobs must be completed before others can be started.

D Dachkampagne / (marketing) umbrella campaign Dachmarke / (Markenfamilie f ) (marketing) umbrella brand, f a m i l y brand A single brand name that is applied to a large number (or all) of the products of one producer or seller, so that, ideally, all products, and particularly product innovations, profit from the goodwill built up for the brand.

Datei/data file, file, data set Dateianalyse/data file analysis, file analysis Dateidefinition/data definition (DD) Daten n/pl (Zahlenmaterial η) data pi (often used as sg) A group of factual items collected by observation or experimentation upon which inferences and conclusions are based.

Datenanalyse / (Datenauswertung / ) data analysis, pi data analyses The computational and interpretive procedures of hypothesis testing and estimation.

Datenausgabe / data output cf. Dateneingabe Datenauswertung/-» Datenanalyse Datenbank / data bank, data archive(s) (pl) Any comprehensive file of data (—> Datei), whether stored for computing or not, including libraries of secondary data on any given subject.

—> Marketingdatenbank Datenbankmarketing η data bank marketing Datenbasis / data base, database A file of data which is designed so that it can satisfy any of a number of different purposes.

Datenbearbeitung / (Datenauswertung f ) data handling, datahandling, data processing Datenbeschaffung / (Datenerhebung /, Datengewinnung/) data collection Datenbestand m data base A small-scale file of data which is designed so that it can satisfy any of a number of different purposes.

Dateneingabe / data input cf. Datenausgabe Datenerfassung /data acquisition Datenerhebung /data collection The processes and methods by which primary data are collected.

Datenfeld η data field Datenfeld η der Preispolitik (Heribert Meffert) (economics) data field of price policy, data field of pricing cf. Aktionsfeld, Erwartungsfeld Datenfluß m data flow Datengewinnung/—> Erhebung

Datenkommunikation / data communication, data communications pl construed as sg —> Mensch-Maschine-Kommunikation, Maschine-Maschine-Kommunikation Datenmenge / (Dateneinheit /, Datenübermittlungseinheit /, Datenübermittlungselement η) data set, dataset Datenreduktion / (Datenverdichtung /, Konzentration / des Datenmaterials, Straffung / des Datenmaterials) data reduction, reduction of data The process of obtaining raw scores from the raw data of the data protocol through consolidation, and of organizing, tabulating, and computing the descriptive statistics of these data.

Datensammlung / (Sammlung / von Daten) data collection

Datensatz m data set, set of data Datenschutz m data protection, protection of data privacy Datensicherung /data protection Datenspeicher m data store Datenspeicherung/data storage Datensteuerung/(Datenkontrolle/) data control Datenträger m data store, data storage medium, data medium, data carrier Datentransfer m (Datenübertragung /, Datenübermittlung/) data transfer Datentransformation / (Datenumwandlung f ) transformation of data, data transformation, data conversion Any procedure that changes all the values in a sample or a population by the same function.

Datenverarbeitung / (empirical social research) data processing (DP) The arrangement of statistical data into some systematic form for further analysis.

Datenverarbeitungsanlage / (Datenverarbeitungssystem η) data processing equipment, data processing system, data processing center, brit data processing centre Datenverarbeitungssystem η data processing system Datenverarbeitungszentrale / (Datenverarbeitungszentrum η) data processing center, brit centre Datenverwaltung / (Datenmanagement η) data management Datenverwaltungsprogramm η data management program Datierung/ dating

Datum Datum η (Einzeldatum η, Einzelwert m) datum, pi data, data point, point datum Datumsangabe / (wie Frischestempel) code date, date Dauer/duration, term Dauerarbeitslosigkeit / (Dauererwerbslosigkeit / , Erwerbslosigkeit / eines harten Kerns von Dauerarbeitslosen) (economics) hard core unemployment, hardcore unemployment Dauereinkommenshypothese / (economics) permanent income hypothesis (Milton Friedman) cf. relative Einkommenshypothese Dauerkunde m —> Stammkunde dauernder Trend m —> säkularer Trend dauernder Zyklus m —» säkularer Zyklus DBGN η abbr Deutsches Bundesgebrauchsmuster —»Gebrauchsmuster DBPa abbr Deutsches Bundespatentamt angemeldet Decision-Calculus-Ansatz m (Decision-Calculus-Methode / , Decision-Calculus-Modell η) (marketing planning) decision-calculus approach, decision-calculus method, decision-calculus model (John D. C. Little) Decision-Support-System η (DSS) (marketing planning) decision-support system Deckenanhänger m (Deckenhänger m, Dekkenaufhänger m) (retailing) dangler, mobile, pelmet, wobbler Deckengestänge η (Deckengitter η) (retailing) aisle jumper Ail overhead wire or grid reaching across the aisles in a retail store. Signs or banners may be hung on it or flags and pennants draped on it. Deckung /(economics) (des Bedarfs) supply Deckungsbeitrag m (economics) contribution margin Revenue in excess of variable costs (—» variable Kosten). The contribution margin is used to absorb part of a firm's total fixed costs (-» fixe Kosten). Deckungsbeitragsrechnung / ( D B R ) (economics) contribution costing, contribution accounting, direct costing A method of applying costs directly to a particular brand, product, or function. It is an accounting method of producing a statement of costs which are directly attributable to a particular product, brand, or function. defekt adj damaged, defective, bad defensive Preisstrategie / (economics) defensive pricing An industrial pricing strategy which is viable when a customer has strengths which the seller cannot match. Defizitmotivation / ( M o t i v a t i o n / d u r c h Man-

40 gel) (behavioral research) deficiency motivation (Abraham H. Maslow) cf. Wachstumsmotivation Deflation f (economics) deflation A generally prevalent economic condition characterized primarily by an increase in the purchasing power of given units of money. Degenerationsphase / (Schrumpfungsphase f ) (im Produktlebenszyklus) (marketing research/marketing planning) decline stage, decline, obsolescence The last of four stages in the product life cycle (—> Produktlebenszyklus). Sales turn downward, profits decrease, competitors leave the market, many of the product's customers begin to switch to other products that come closer to meeting their changing needs. Dekorationsmaterial η (retailing) display material, displays pi Any promotional material used or installed in retail stores for display or visual embellishment in windows, on floors, on walls, or counters. cf. Händlerhilfen Dekorationsrabatt m (retailing) display discount, display allowance A promotional allowance granted by vendors to retailers to offset the added costs of making special efforts in displaying their products. Dekorationsstück η (Dekorationsteil m) (retailing) display piece, show piece dekorativ adj decorative dekorieren v/t to decorate, to dress Dekrement η Abnahme Delegieren η (Delegation f ) (marketing) delegation, structure (P. J. Stonich), allocating (Thomas V. Bonoma) A stage of the marketing implementation process (—» Marketingdurchfuhrung), that essentially involves specification of implementation decisions permitted by the constraints and the givens, as well as the identification of people responsible for these decisions. Delkredere η (Delkrederegeschäft η) (economics) del credere, del credere business The acceptance of responsibility by an agent for the payment of money due to a principal for an increased commission (—> Delkredereprovision) in return for the additional risk involved. Delkredereprovision / (economics) del credere commission Delphibefragung / (Delphimethode / , Expertenbefragung f ) (empirical social research/ marketing research) Delphi survey, Delphi method A process of gaining consensus from a group of experts while maintaining their anonymity. Named for the Greek oracle, the Delphi technique attempts to bring rigor to subjective forecasting (—> Prognose) through feedback and repetition.

41 Delphi-Befragungsmethode / (Delphi-Methode /, Delphi-Technik/) (empirical social research/marketing research) Delphi technique, Delphi interviewing technique, Delphi method, Delphi interviewing method, delphi technique, delphi interviewing technique, delphi method, delphi interviewing method The systematic solicitation of expert opinion. Based on reiteration and feedback, this technique is used to seek opinions of a panel of experts on happenings in the enviroranment.

—> Expertenbefraguung Demand-Pull-Theorie / -» Pull-Theorie Demarketing η —» Reduktionsmarketing Demographie / (Bevölkerungsstatistik / ) demography, population statistics pi construed as sg, demographic statistics pi construed as sg, population analysis, pi analyses, population studies pi The scientific study of human populations, primarily with respect to their size, their structure, distribution their development and patterns of change.

demographisch adj demographic(al) demographische Analyse / demographic analysis, pi analyses The scientific analysis of the size, structure and development of human populations,

demographische Aufgliederung / (Aufgliederung / nach demographischen Merkmalen, Breakdown m, Break m) (empirical social research) demographic breakdown, breakdown, colloq break, demographic structure, demographics pi The formation of an analysis group, or the group itself, broken down by demographic characteristics (—> demographische Merkmale). It is a type of data information that includes characteristics about a population of individuals or of respondents, such as age, sex, education occupation, income, marital status, family size (household size), household composition, family and life cycle, socioeconomics status, ethnic characteristics, religion, and community size.

demographische Investition(en) fipl) (bevölkerungspolitische Investition(en)/(pO) demographic investment The sum total of outlays or efforts aimed at avoiding a deterioration of living standards as a result of population growth,

demographische Marktsegmentierung / (marketing research) demographic market segmentation A technique of market segmentation (—> Marktsegmentierung) on the basis of demographics (—> demographische Merkmale).

cf. psychographische Marktsegmentierung demographische Merkmale n/pl (demographische Struktur f ) (empirical social re-

Demonstrationsauslage search) demographic characteristics pi, demographics pi, demographic structure The objective statistical characteristics of a population (—» Grundgesamtheit) such as sex, age, household size, income, occupation, religion, marital status, or social class,

demographische Segmentierung / —> demographische Marktsegmentierung demographische Struktur / (Bevölkerungsstruktur /, demographische Verteilung/) demographic structure The composition of a given population by sex, age, marital status, and any other relevant categories, such as race, socioeconomic status, religion,

demographische Zusammensetzung / (demographische Struktur/) demographic composition, demotic composition —> demographische Aufgliederung demographische Struktur / (Bevölkerungsstruktur/, demographische Verteilung/) demographic structure The composition of a given population by sex, age, marital status, and any other relevant categories, such as race, socioeconomic status, religion,

demographische Zusammensetzung / (demographische Struktur f ) demographic composition, demotic composition demographische Struktur / (Bevölkerungsstruktur/, demographische Verteilung/) demographic structure The composition of a given population by sex, age, marital status, and any other relevant categories, such as race, socioeconomic status, religion,

demographische Zusammensetzung / (demographische Struktur f ) demographic composition, demotic composition DEMON η (DEMON-Modell n) (marketing) DEMON model Demonstration/(Vorführung/) 1. (sales promotion) demonstration, sales demonstration, product demostration, presentation, colloq demo Demonstrations are used to promote a wide variety of products. They usually take place at the point of purchase. Demonstrations are excellent attention getters. They are often used by manufacturers on a temporary basis either to encourage trial use and purchase of the product or to actually show how the product works.

2. (retailing) (im Laden) in-store demonstration Demonstrationsauslage / (Vorführauslage / ) (retailing) demonstrator display, point-of-purchase display A point-of-purchase display that shows the functioning of a product. Point-of-purchase displays include such items as outside signs, window displays, counter pieces, display racks, and self-service cartons.

demonstrative Muße demonstrative Muße / (ostentative Muße /, demonstratives Freizeitverhalten n) conspicuous leisure (Thorstein Vehlen) —» ostentative Muße demonstrative Verschwendung / conspicuous waste (Thorstein Vehlen) —» ostentative Verschwendung demonstrativer Konsum m (Geltungskonsum m, ostentativer Konsum m) conspicuous consumption (Thorstein Vehlen) —» ostentativer Konsum demonstrieren v/r to demonstrate, to present Depothandel m (stiller Handel m) (economics) silent trade, silent barter Depression f (economics) depression A stage of the business cycle (-» Konjunkturzyklus) in which there is extremely high unemployment, wages are very low, total disposable income is at a minimum, and consumers lack confidence in the economy.

Deprivation/—» relative Deprivation Design η (Gestaltung/, Formgebung/, Formgestaltung/) design The visual and artistical plan determining the outward appearance and form of an object, e.g. a product, an advertisement. The English word has become a generally accepted household term in German.

Designer m (Formgestalter m) designer An artist who creates and executes designs.

Desorganisation / disorganization, brit disorganisation The process of disintegration or breakdown of a scheme of orderly arrangement and functioning or the state or condition of confusion and malfunctioning which accompanies or follows the loss or absence of coordinated and integrated behavior, be it that of a human individual or a social group.

Dessin η pattern, design, ornament, ornamental style Dessinateur m —> Musterzeichner destruktive Prüfung/(zerstörende Prüfung/, destruktive Inspektion/, zerstörende Inspektion f ) (statistical quality control) destructive inspection, destructive test An inspection test carried out on a manufactured product that results in the destruction of the product. Detailgeschäft η Einzelhandelsgeschäft Detailhandel m —» Einzelhandel Detailhändler m —> Einzelhändler Detailleur m (Detaillist m) —» Einzelhändler deterministische Beziehung/determinate relationship deterministischer Fall m —> Entscheidung unter Sicherheit deterministischer Prozeß m (stochastics) deterministic process cf. stochastischer Prozeß

42

deterministisches Modell η determinate model, deterministic model A model where specified conditions are always associated with precisely specified consequences, i.e., a model based on variables the values of which may be stated with certainty and are sufficient to describe the system behavior.

cf. stochastisches Modell, probabilistisches Modell deterministisches System η deterministic system A system the characteristics of which are regarded as the result of its previous characteristics.

Detroit-Automatisierung / (economics) Detroit automation A production process in which a number of discrete production steps are consolidated into a single process through the use of machinery.

Devisen f/pl (economics) foreign exchange, exchange Devisenbörse / (economics) foreign exchange market, foreign exchange dezentralisierte Kommunikation / decentralized communication In a communication network (—» Kommunikationsnetz) the communication which is not mediated by a central unit or person,

dezentralisierte Planung / decentralized planning dezentralisierter Einkauf m (dezentraler Einkauf m) (retailing) decentralized buying, brit decentralised buying One of five basic methods of retail buying. Large multistore retailers face the problem of whether to purchase inventory on a centralized, companywide basis or to permit each store to make its own purchase decisions. The most significant advantage of centralized buying is the quantity discount obtained from high-volume purchases.

Dezentralisierung / (Dezentralisation f ) decentralization 1. An ecological process in which business, industry, and other service agencies tend to move away from the center of a city when land and other costs become too high and congestion becomes too great. 2. The process or condition of division of some powers in a social unit among its parts. 3. —» dezentralisierter Einkauf

Dezimalstelle / (mathematics/statistics) decimal place, decimal digit Dezimalzahl/(Dezimalwert m, Dezimalbruch m, Dezimalverhältnis η) (mathematics/statistics) decimal numeric Diagnose /diagnosis, pi diagnoses diagonale Beziehung / (sociology) diagonal relationship A social relationship which is neither that between peers nor that between a superior and a subordinate.

43 Dialog-Marketing η interactive marketing, direct-response marketing All marketing which attempts to obtain orders for purchase to be made directly to the manufacturer or servicer, rather than through agents, stores or other dealers, or to encourage other forms of direct response to advertising.

Dichteziffer/—> Beziehungszahl Diener m (Bediensteter m) servant Dienst m (Arbeit / ) service Dienst m nach Vorschrift (Arbeitsverlangsamung / als Form des Streiks) slowdown, slowdown strike, ca'canny, ca-canny dienstälter (rangälter) adj senior Dienstältere(r) flm) senior Dienstbarkeit/ servility, subordination Dienstbürokrat m service bureaucrat (Leonard Reissman) Diensteifer m zeal Dienstgehorsam m subordination Dienstherr m —> Arbeitgeber Dienstleistung/(economics) service Activities, benefits, or satisfactions which are offered for sale, or are provided in connection with the sale of goods.

Dienstleistungsberuf m (Beruf m im tertiären Sektor) (economics) tertiary occupation, service industry occupation, service occupation Dienstleistungsberufe m/pl (die Angehörigen m/pl der Dienstleistungsberufe) servant classes pi, the service class Dienstleistungsbörse f (economics) service exchange market Dienstleistungsbranche / (Dienstleistungsgewerbe η) (economics) service industry, services industry, services trade The industry or trade consisting of suppliers of services (—> Dienstleistung) not directly involved with manufacturing, e.g.insurance, consultancy, professional and personal treatment, health, travel, etc.

Dienstleistungsgewerbe η service industry, often pi service industries, service-producing industries pi Dienstleistungsmarke / (economics) service mark A trademark (—> Warenzeichen) registered for a service.

Dienstleistungsmarketing η service marketing, marketing of services Dienstleistungsprobe / (economics) service sample A sample of a service.

cf. Warenprobe Dienstleistungssektor m (Dienstleistungsbereich m) service sector, tertiary sector Dienstleistungsunternehmen η (economics) service company, service-rendering enterprise

Dimension Dienstleistungszentrum η (Leistungszentrum η) (social ecology) service center, brit service centre A city or town that primarily provides services for the area which surrounds it.

Dienstunfähigkeit fInvalidität Differential-Verfolgungsspiel η (theory of games) differential game of pursuit differentielle Berufsmobilität / —> gruppenspezifische Berufsmobilität differentielle Statushypothese / (Hypothese / , Annahme /, Theorie / der Statusdifferenzierung) differential status assumption The hypothesis that all lasting social groups have a system of statuses, each status tending to have distinctive characteristics.

Differenzierung / (Unterscheidung f ) differentiation The process of becoming something different than it previously was.

Diffusion f (economics) (Ausbreitung) diffusion The communication process through which social ideas, attitudes, cultural values etc. spread in a society. In marketing, the process by which new products and services, innovations, behavior patterns etc. spread in an economic system.

Diffusionsprozeß m (Prozeß m der Diffusion) diffusion process —> Diffusion Diffusionsforschung f (economics) diffusion research Diffusionskurve f (economics) diffusion curve, curve of diffusion Diffusionsmodell η (economics) diffusion model Diffusionsprozeß m (economics) diffusion process Diffusionsrate / (Diffusionsgeschwindigkeit f ) (economics) diffusion rate The speed with which the diffusion process progresses.

Diffusionstheorie / (economics) diffusion theory Digital-Marketing η —» Dialog-Marketing; cf. Analog-Marketing diktatorische Preisbestimmung / (economics) dictatorial pricing, dictatorial price strategy diktatorischer Preis m (economics) dictatorial price An industrial pricing strategy which is used when the buyer is weak. Here the seller will try to set the price which is most favorable to him or her with an attitude of „take it or leave it."

Dimension / (Maß η, Ausmaß η, Grad m) dimension The measurable quantity, used in marketing research, to compare responses at different levels or in regard to platforms.

44

Direct Costing Direct Costing η —> Teilkostenrechnung Direct-Response-Marketing η —> Dialogmarketing (Rücklaufmarketing) Direktabsatz m (economics) 1. direct sale 2. direct selling The process whereby a manufacturer sells to the user, ultimate consumer, or retailer without intervening middlemen.

Direktausfuhr/—> Direktexport Direktbestellung / (economics) direct order

Direktbezug m (Direkteinkauf m, Direktkauf m) 1. direct purchase, direct buy 2. direct purchasing, direct buying, buying direct, industrial buying, industrial purchasing The process of purchasing directly from a producer,

direkte Arbeit / (Arbeit / am Produkt, produktbezogene Arbeit/) direct work, direct job, direct labor, brit labour Any work that can be conveniently, economically, and accurately attributed to specific units of a product.

cf. indirekte Arbeit direkte Kosten pi (economics) direct cost(s) (Pi) Costs that are directly attributable to the performance of marketing functions.

—» Direktkostenansatz direkte persönliche Interaktion / face-to-face interaction, immediate interaction Any interaction which involves the copresence of the individuals who interact,

direkte persönliche Kommunikation / person-to-person commmunication, face-to-face communication A types of communication which involve the copresence of the communicator(s) and the communicand(s).

direkte Preiselastizität /direct price elasticity, direct elasticity of price direkte Zusammenarbeit /(direkte Kooperation/) direct cooperation, direct co-operation A type of cooperation which involves the performance of like activities carried out side by side because the individuals engaged in these activities want to do them together, even though they could be done individually,

direkter Konflikt m (unvermittelter Konflikt m) direct conflict A conflict which is not mediated through a third party.

cf. indirekter Konflikt direkter Kontakt m (Kontakt m von Angesicht zu Angesicht) direct contact direkter persönlicher Kontakt m face-to-face contact A type of social contact that involves the physical proximity of the individuals.

Direkteinkauf m —> Direktkauf

Direktexport m (international

marketing)

di-

rect export, direct exporting A type of direct selling (—> Direktabsatz) in which a manufacturer performs all required tasks to export his product himself and without intermediaries.

cf. indirekter Export Direktkauf m (Direkteinkauf m) —> Direktbezug Direktkosten pi —> direkte Kosten Direktkostenansatz m (economics) direct-cost approach, direct costing An approach to marketing cost analysis (—> Marketingkostenanalyse) in which direct costs, i.e., costs which are directly attributable to the performance of marketing functions, are calculated. Direktmarketing η direct marketing The marketing of goods or services directly to the ultimate consumers by a manufacturer, without the involvement of retail outlets.

Direktmarketingagentur /

(Direktmarket-

ing-Unternehmen n) direct-marketing agency, direct-marketing company Direktverkauf m 1. direct sale

2. direct selling The process whereby a manufacturer sells to the user, ultimate consumer, or retailer without intervening middlemen.

3. (ab Hersteller) industrial selling A set of activities directed toward facilitating and expediting exchanges involving industrial products and customers in industrial markets.

4. (Haustürverkauf an den Endverbraucher) house-to-house sale, house-to-house selling, door-to-door sale, door-to-door selling 5. (per Post) —> Versandhandel Direktverkaufspreis m (economics) direct-sale

price, direct-sale rate Direktversand m (Postversand m) direct mailing, direct mail —» Versandhandel Direktvertrieb m (Direktverteilung f ) direct distribution, direct-channel distribution —> Direktabsatz Direktvertriebsweg m (Direktvertriebskanal m) direct distribution channel, direct channel of distribution, direct channel A distribution channel in which no intermediaries are used.

Direktvertriebssystem η direct distribution system, direct-channel distribution system disjunkte Ereignisse n/pl (konträre Ereignisse n/pl, einander ausschließende Ereignisse n/pl) (probability theory) disjunct events pi disjunkte Mengen f/pl (mathematics/statistics)

disjoint sets pi Sets that have no members in common,

disjunkte Zerlegung / des sicheren Ereignis-

45 ses (probability theory) disjoint decomposition of the certain event Diskont m (Discount m, Diskonto m) (retailing) discount, discounting The term in German only refers to retail trading at a relatively low markup. Diskonter m (Discounter m, Diskontgeschäft η, Diskonthaus η) (retailing) discounter, discount house, discount store A retailing business unit, featuring consumer durable items competing on a basis of price appeal, and operating on a relatively low markup and with a minimum of customer service. Discount houses are self-service, general merchandise stores. Diskonthandel m (Discounthandel m) (retailing) 1. (Institution) discount trade 2. (Funktion) discount selling A method of retailing which involves the sale of merchandise at less than list price or the regular advertised price. Diskontinuität/(Unstetigkeit / ) discontinuity 1. In temporal and causal sequences, the looseness between that which precedes and that which follows. 2. In mathematics and statistics, a point at which a function is not continuous or not defined. cf. Kontinuität Diskontpreis m (Discount-Preis m) (economics/retailing) discount price Diskont-Warenhaus η (retailing) discount department store —» Diskonter; cf. Verbrauchermarkt diskursive Problemlösungsmethode / —> morphologische Analyse Display η (retailing) display —» Warenauslage, Auslage Displayartikel m (retailing) display product —» Auslageware Displaymaterial η (Displaymittel m/pl) (retailing) display material, displays pi —> Auslagematerial, Dekorationsmaterial, Händlerhilfen, Warenauslage disponibles Einkommen η (verfügbares Einkommen η) (economics) 1. discretionary income, discretionary buying power, discretionary spending power, discretionary purchasing power That part of a consumer's or household's income that is available for spending and saving after an individual has purchased the basic necessities of food, clothing, and shelter, which he or she has the choice of spending or saving. It is that portion above an amount required for the „necessities of life". 2. disposable income, personal disposable income That part of a consumer's or household's income that is left over after taxes and forced savings. Because disposable income is a ready source of buying

Distributionsprogrammierung power, the total amount available is important to marketers. Disposition / disposition Dispositionszentrale / (Dispositionszentrum η) (retailing) —> Einkaufszentrale, Großhandelszentrum, Trade Mart Distanzhandel m —» Streckenhandel Distribution / distribution -> Absatzweg(e), Vertrieb Distributionsanalyse / (market research) distribution analysis, analysis of distribution, distribution check The systematic examination of the quality, organization, performance, and number of outlets and channels of distribution (-» Absatzwege) for a company's products. —> Vertriebsanalyse Distributionsauslese / —» selektiver Vertrieb (selektive Distribution) Distributionsdaten n/pl —> Vertriebsdaten Distributionsdichte / (Vertriebsdichte / ) (marketing) distribution density Distributionseffizienz / (marketing) distribution efficiency, efficiency of distribution Distributionsgrad m (Distributionsintensität / ) distribution intensity Three levels of distribution intensity are generally recognized: intensive, exclusive, and selective. Distributionsindex m (marketing) index of distribution, distribution index Distributionskanal m -> Absatzweg, Vertriebsweg Distributionskette / (marketing) distribution chain, chain of distribution —> Absatzweg, Beschaffungsweg, Vertriebsweg Distributionskosten pi (marketing) distribution cost, cost of distribution, distribution expenditure Distributionskostenanalyse / (marketing) distribution cost analysis (DCA) An accounting system for determining the profit contribution of a company's individual products. It takes into account channels of distribution, geographic variables, handling peculiarities and other differences among the product cost factors. Distributions-Mix η (Distributionspolitik / , Absatz-Mix η) (marketing) distribution mix, distribution policy —» Absatzwegepolitik, Vertriebspolitik Distributionsorgan η (marketing) distribution organ Distributionsprogrammierung / distribution programming A stage in the possible relation between manufacturers and their distributors which includes building a planned, professionally managed, vertical marketing

Distributionsquote system that incorporates the needs of both manufacturer and distributors. Distributionsquote / (Distributionsrate / , Distributionsgrad m) (marketing) distribution quota, distribution rate Distributionssystem η —> Absatzsystem, Vertriebssystem Distributionssstadium η (marketing) distribution stage According to Philip Kotier, marketing has passed through three identifiable historical stages - the distribution stage, the selling stage, the marketing stage, and the megamarketing stage. The distribution stage is the outgrowth of scarcity economies. Demand for goods far exceeds supply and producers of basic commodities can sell all that they make within a reasonable time period. Distributionsweg m —> Absatzweg, Beschaff u n g s w e g , Vertriebsweg Distributor m distributor, service wholesaler - » Vertriebsunternehmen D i v e r s i f i z i e r u n g / ( D i v e r s i f i k a t i o n / ) (marketing) diversification The policy and process of adding new products to an already existing line of products to extend life cycles, offset decline, and spread risk. Diversifikationsstadium / (Diversifikationsphase f ) (economics/marketing) diversification stage, diversification phase (of corporate development) Organizations display different characteristics as they move through different stages of development. Available cash, expansion of market opportunities, and other factors may encourage management to diversify. domestizierter M a r k t m, gebändigter Markt m (economics) domesticated market (Johan Arndt) A market characterized by a protected state of orderly competition. D o m i n a n z / (Vorherrschaft / , Vorherrschen η) dominance, domination 1. The situation in which an individual exercises control over others. 2. A specific type of power which is an indication of the probability that a command will be obeyed. 3. In social ecology, the control exercised by certain sub-areas of cities over other nearby sub-areas, or of cities over surrounding areas. 4. A drive or desire for ascendancy, being more important or prominent in a relationship. A tendency to control others. 5. When two or more responses are occasioned by a stimulus, one of them is more likely than the other. 6. One of six possible criteria for ordering and evaluating states of affairs, the other five being equality, utilitarianism (-> Utilitarismus), Pareto optimality (—» Pareto-Optimum), majority, minimaximization (in two forms) (—> Minimax).

46

dominierende Strategie / (theory of games) dominating strategy Doppelpackung / (Zweierpackung f ) twin pack, also double-sized package A package containing two product units sold as one at a promotional discount price, doppelter Konflikt m zwischen Annäherungs- u n d Vermeidungstendenzen (doppelter Appetenz-Vermeidungs-Konflikt m, doppelter Annäherungs-Vermeidungskonflikt m, doppelter Appetenz-Aversions-Konflikt m) (psychology) double approach-avoidance conflict (Kurt Lewin) A conflict Situation in which an individual is faced with two goals both of which have positive and negative valences (-» Valenz). Dose f (packaging) box, container, can, brit tin D r a u f g a b e / - > Naturalrabatt m Dreheinschlagpapier η (packaging) twisting paper Drehsäule / (Drehturm m) (retailing) carrousel, carrousel display, rotating tower, revolving tower Drehscheiben-Display η (Drehscheibenauslage f ) (retailing) lazy Susan display Dreingabe/—> Naturalrabatt D r e s s m a n m male fashion model Drive-in-Geschäft η (retailing) 1. drive-in store A service or customer sales facility equipped to accomodate buyers in their cars. An original German term does not exist. 2. (Restaurant) drive-in restaurant, drive-in D r o p Shipper m (wholesaling) drop shipper A merchant wholesaler who takes title to products and negotiates sales. The distinguishing characteristic of drop shippers is that they do not physically handle products. They are most commonly used to purchase large quantities of items that do not need to be regrouped. D r o p Shipment η (wholesaling) —» Streckengroßhandel Drückebergertum η (Drückebergerei f ) (bei der Arbeit) goldbricking —> Krankfeiern Dualdistribution / ( d u a l e D i s t r i b u t i o n / ) dual distribution, two-channel distribution The practice of some manufacturers of planning channels of distribution (-» Absatzwege) through both wholly owned and independent establishments at the same time. cf. Monodistribution duale Ö k o n o m i e / d u a l economy dualer Prozeß m (queuing) dual process duales Spiel η (Nullsummenspiel η für zwei Personen) (theory of games) dual game A zero-sum game for two players.

47

Dualproblem η (Dualität/, duales Problem η) (linear programming) dual problem The reverse problem to its counterpart, i.e. the primal problem.

Dualzahl/-» Binärziffer Dumping η (pricing) dumping The practice of selling products in foreign countries at a price much lower than the equivalent in the market of origin, frequently even below cost, to dispose of surplus.

Dumpingpreis m (economics) dumping price Durchdringung / (Penetration f ) (marketing) penetration The degree of effectiveness of marketing or advertising activities in terms of their impact on the target audience, usually expressed as a percentage.

—» Marktdurchdringung Durchdringungsmodell η (Parfittsches Modell η) —> Marktdurchdringung Durchfuhrhandel m (Transithandel m) (economics) transit trade Durchführbarkeitsanalyse / feasibility analysis, pi analyses Durchführbarkeitsstudie / (Durchführbarkeitsuntersuchung/) feasibility study Durchführung / implementation Durchführungsplanung / (betriebliche Planung/, Betriebsplanung/) (economics) operational planning, operational policy Operational management or budgeted programs, which emphasizes the current programs of an organization, should emerge as the result of planning (-» Planung). The operational policy consists of assigning responsibility to an executive to carry out the chosen course, fixing a time horizon for the action, and considering the geography of the action if it is relevant in a particular case,

durchgestrichener Preis m („Anstatt"-Preis m, ,Jetzt"-"Früher"-Preis m) (economics) was-is price, superficial discount A reduced price comparing the present price with the previous price, crossed out on the price tag.

durchschnittliche Konsumneigung / (economics) average propensity to consume —> Konsumneigung durchschnittliche Sparneigung / (economics) average propensity to save —» Sparneigung durchschnittliche Zahl/der Prüfstücke (statistical quality control) average article run length durchschnittlicher Ausschußanteil m (beim Produktionsprozeß) (statistical quality control) process average fraction defective, process

Dysstruktur average proportion defective, average proportion defective Durchschnittsabsatz m (economics) average sales pi Durchschnittsformat η average size Durchschnittskosten pi (economics) average cost(s) (pi) The total cost divided by the related quantity.

Durchschnittsqualität / —> Gewährleistung der Durchschnittsqualität Durchschnittsrabatt m (economics) average disccount Durchsetzung / im Verkehr —» Verkehrsgeltung Dynamik / der Betriebsformen (im Einzelhandel) wheel of retailing, the wheel of retailing, retail institution cycle, dynamics pi construed as sg of retailing The cyclical pattern of evolutionary changes in retailing, which according to a hypothesis originally advanced by Malcolm P. McNair is characterized by the fact that new types of retailers usually enter the market as low-status, low-margin, and low-price operators. Gradually they acquire more elaborate establishments and facilities, with both increased investments and higher operating costs. Finally they mature as high-cost, high-price merchants, vulnerable to newer types who, in turn, go through the same pattern.

dynamische Motivtheorie / —> Bedürfnishierarchie dynamische Programmierung/dynamic programming dynamische Simulation/dynamic simulation A type of simulation which is designed to show the effect of the passage of time on a number of variables.

dynamisches Gleichgewicht η dynamic equilibrium, pi equilibriums or equilibria A characteristic of a system in which the pattern of distribution of energy remains stable despite changes in the total amount of energy. A change in the amount of energy at any one point in the system results in a restructuring of the energy distribution towards the end of maintaining the original distribution pattern,

dynamisches Modell η dynamic model A model in which time factors are involved,

dynamisches Spiel η (theory of games) dynamic game dynamisches System η dynamic system Dyopol η (economics) dyopoly Dysfunktion / dysfunction Dysstruktur /dysstructure

Ε ΕΑΝ-Code m (EAN-Strichcode m, Europäische Artikelnumerierung f ) European Product Code The type of product code generally accepted in Europe. It consists of an arrangement of light and dark bars which can be read by an optical scanner. The pattern combinations are unique for certain products and makers, so that identification is unambiguous,

ebenerdige Warenauslage f(retailing) display 2. (pyramidenförmig) floor pyramid

1. floor

A merchandise display arranged on the floor of a retail outlet.

echter Zyklus m (wirklicher Zyklus m, genuiner Zyklus m) (statistics/economics) genuine cycle cf. unechter Zyklus Effekt m (Wirkung/) effect An event in a causal relationship that invariably follows a specific other phenomenon.

Effektenbörse / (economics) stock exchange Effektgesetz η (psychology) law of effect (Edward L. Thorndike) The law stating that annoyance weakens and satisfaction strengthens a stimulus-response connection. In other words, one effect of a successful behavior is to increase the probability that it will occur again in similar circumstances,

effektive Kaufkraft f (economics) effective buying income (EBI) Effective buying income (EBI) is similar to disposable income (—> verfügbares Einkommen). It includes salaries, wages, dividends, interest, profits, and rents less federal, state, and local taxes,

effektive Nachfrage / (economics) effective demand Demand supported by purchasing power (—» Kaufkraft).

effektive Ursache / (unmittelbare Ursache / ) effective cause The immediate cause of an event. When a sequence of events occurs that may be regarded as a linked chain of causes, each resulting in the following event, the effective cause of any given event is the event immediately preceding it.

Effektivität /(Wirksamkeit/) effectiveness The degree to which a goal is achieved.

Effektivitätsmodell η (Erfolgsmodell η) effectiveness model Effizienz /(Wirksamkeit/) efficiency 1. In the most general sense, the ratio of output to input of energy or power. 2. The minimum time or energy expended for maximum accomplishment.

Ego-Involvement η (Ich-Beteiligung / ) (psychology) ego involvement The degree to which one's attitude toward something affects the self-concept. Ego-involvement is a measure of how important an issue is to the individual. Individuals judge the favorability of a message based on their own internal anchors of position and ego-involvement.

EH abbr Einzelhandel eichen v/t to calibrate, to gauge, to standardize, brit to standardise Eichmarke /calibration mark Eichung / (economics) 1. standardization, brit standardisation The determination of basic limits or grade ranges in the form of uniform specifications to which particular manufactured goods may conform and uniform classes into which the products of agriculture and the extractive industries may or must be sorted or assigned.

Eigen-Bezugsgruppe / (Bezugsgruppe / , der ein Individuum zugleich als Mitglied angehört) (group sociology) membership reference group A reference group in which an individual is a member.

cf. Fremd-Bezugsgruppe Eigenkapital η equity capital The interest in a business of the owner, as distinguished from the borrowed capital (—» Fremdkapital) of a business.

Eigenlager η (warehousing) field warehouse A producer-controlled storage space that separates part of the inventory. A field warehouse manager takes control and becomes responsible for the products.

cf. Eigenlager Eigenmarke / (Hausmarke / , Handelsmarke / , Verteilermarke f ) (economics) 1. house brand, private brand, private label, dealer's brand Goods produced for exclusive labeling by distributors, retailers, or other middlemen.

2. (eines Großhändlers/einer Handelskette) controlled brand, controlled label 3. (die Waren) private-label goods pi, private brand goods pi, private brands pi, private distributor brands pi Eigenmarkenstrategie / (marketing planning) private labeling, private-labeling strategy, private label strategy A product-overlap strategy (—> Produktüberschneidung), under which a manufacturer produces a brand under someone else's name.

49 Eigenschaft / - > Merkmal Eigenschaftsraum m (empirical social research) attribute space A space in which, for a number of objects, several attributes are visualized in a manner similar to the frame of reference in analytic geometry. Eigentum η property cf. Besitz Eigentumsrecht η ownership Eigentumswohnung / (Eigentumsappartement η) condominium Eigentümerschaft / (Besitzerschaft f ) ownership E i g n u n g / 1 . (psychology) aptitude The capacity or potential ability to perform an as yet unlearned task, act, or skill. 2. (Annehmbarkeit/, Qualifikation/) eligibility Eignungsindex m (psychology) aptitude index Eignungstest m (psychology) aptitude test, test of aptitude A compilation of tasks which are chosen and standardized so as to yield scores which enable a prediction of a subject's future performance on tasks which are somewhat similar to the tasks on the test. cf. Leistungstest einander ausschließende Ereignisse η/pi mutually exclusive events pi —> disjunkte Ereignisse Einarbeitung / (sociology of work) orientation training, entrance training In-service training given to a new employee after the beginning of his or her job to adjust him or her to the procedures and the personnel of the company or organization. eindimensional (unidimensional) adj onedimensional, unidimensional, univariate eindimensionale Qualitätskontrolle /(statistische Qualitätskontrolle / mit einer Variablen) (statistics) univariate quality control Eindringungspreisstrategie / —» Penetrationsstrategie einfacher Index m (einfache Indexzahl f ) (statistics) simple index number Ein-Firmen-Handelsvertreter m (Ein-Firmen-Vertreter m) manufacturer's agent An agent who generally operates on an extended contractual basis, often sells within an exclusive territory, handles goods of a single manufacturer and possesses limited authority with regard to prices and terms of sale. He may be authorized to sell a definite portion of his principal's output. Einfluß m ( M a c h t / ) influence The informal ability of persons, groups or institutions to effect a voluntary change in another person's attitude, opinion, or behavior through persuasion. Einiluß-Matrix-Projektmanagement π (Einfluß-Projektmanagement η) influence-matrix

eingetragenes Gebrauchsmuster project management, influence project management einfuhren v/t 1. (economics) to import 2. (marketing) (Neuerung) to introduce, to adopt, to initiate, to innovate, to launch Einfiihrer m —> Innovater, Importeur Einführung / 1. (economics) (eines Produkts) (new product) launch, introduction —> Produkteinführung, Innovation Einführungsaktion / —> Einführungskampagne Einführungsangebot η (marketing planning) introductory offer, launch offer A special offer designed to stimulate interest in and promote sales of a new product. Einführungskampagne / (Einführungsaktion f ) launch campaign, introductory campaign Einführungsphase / (im Produktlebenszyklus) (marketing) pioneering stage (in the product life cycle), introduction stage, introductory phase, primary stage The first stage in the product life cycle. It begins at its first appearance in the markeplace, when sales are zero, profits negative, expenses for promotion and distribution activities high, and initial revenues low. cf. Wachstumsphase, Reifephase, Marktsättigung, Degenerationsphase Einführungspreis m (marketing planning) launch price, introductory price Depending on price policy, a particularly low, occasionally also a particularly high price (cf. Abschöpfungspreis) designed to support a company's marketing strategy in the introduction stage of a new product. Einführungsrabatt m (marketing planning) introductory allowance, launch discount A allowance or discount (-» Rabatt) granted to promote sales of a new product in the introductory stage of its life cycle. Eingabe/—> Input eingebaute Obsoleszenz / geplante Obsoleszenz eingebauter Kontrollmechanismus m (eingebaute Kontrolle/) built-in control mechanism, built-in control eingeengte Kontrollgrenzen f/pl (statistical quality control) compressed limits pi eingehen v/i (economics) (Firma) to close down, to cease to exist eingeplante Veralterung/—> Obsoleszenz eingetragenes Gebrauchsmuster η registered design A design (—» Gebrauchsmuster) which is legally registered thus providing protection against its unauthorized use.

eingetragenes Warenzeichen eingetragenes Warenzeichen η registered trademark A legally registered trademark, thus protected against its unauthorized use, i.e. a brand (—» Marke) or part of a brand that has been given legal protection. eingeübte U n f ä h i g k e i t f - * Betriebsblindheit Einheit / (mathematics/statistics) unit A means of measuring or counting data for a particular purpose, or a homogeneous item in which data are either counted or measured. It may be a unit of measurement (—> Maßeinheit) or a unit counted for measuring frequency, einheitliche Preisstellung / frei Haus (economics) uniform-delivered pricing, uniform geographic pricing, colloq postage-stamp pricing A pricing strategy under which the seller charges all customers the same delivery price regardless of their location or the transportation charge involved. In effect, those buyers located close to the seller subsidize the freight charges of those located far away. Einheitscontainer m (packaging) unit container, standard-size container Einheitsformat η (packaging) standard size Einheitspreis m (Festpreis m, Grundpreis m) 1. (economics) standard price, standard rate, fixed price, fixed rate 2. (economics) single price, one-price -> Einheitspreisstrategie Einheitspreisgeschäft η —» Kleinpreisgeschäft Einheitspreisstrategie / (economics) singleprice strategy, one-price strategy A price-flexibility strategy which means that the same price is given to all customers who purchase goods under essentially the same conditions and in the same quantities. cf. flexibler Preis einhüllen v/t —> einpacken, einschlagen, einwickeln einkanalig v/t single-channel, monaural, monophonic, mono Einkauf m (economics) 1. (einzelner Kaufakt) purchase, buy 2. (das Einkaufen) purchasing, buying 3. (der Einkauf im Handel) retail buying, buying Retail buying has many similarities to industrial purchasing (—» Beschaffung). The key to success in retailing (—» Einzelhandel) is understanding the market so that the right quantity of the right products is available when the consumer wants it. The sources of supply available to the retailer, retail buying plans (—> Einkaufsplan) methods of buying, and the role of the retailer's buyer influence the retailer's market success. 4. (Einkaufengehen privater Konsumenten) shopping einkaufen v/t + v/i —> kaufen Einkäufer m (economics) buyer, buying agent, purchasing agent, purchasing executive, brit

50 purchasing officer, organizational buyer, brit organisational buyer 1. In an industrial firm, an employee who is delegated the authority to commit the firm for the acquistion of materials and equipment. 2. In a department store, the key person who is really a department head responsible in his or her department for buying, selling, pricing, and controlling his or her lines of goods, as well as managing his or her area and his or her personnel. 3. In a multi-unit retailing business, a person responsible for buying certain goods for resale. Separated from the selling function. 4. Another type of organizational buyer are national, regional and local governments which purchase vast quantities of diverse products. Einkäuferverhalten η (marketing research) buyer behavior, industrial buyer behavior, brit behaviour The behavior of industrial or corporate buyers. Einkaufplan m (retailing) buying plan Einkaufsabteilung / buying department, purchasing department Einkaufsanalyse / (market research) purchase analysis, purchasing analysis, buying analysis Einkaufsausweis m —» Kaufschein Einkaufsbeobachtung / (market research) purchasing observation, buying observation Einkaufsentscheidung / —> Kaufentscheidung Einkaufsforschung / (marketing research) purchase research, purchasing research, buying research Beschaffungsmarktforschung Einkaufsfrequenz/—> Einkaufshäufigkeit Einkaufsgemeinschaft / (Einkaufsvereinigung / ) (retailing) voluntary group, voluntary association, retailer-owned voluntary association, retailer-owned voluntary group, informal buying group, pooled buying group A group of retailers each of whom owns and operates his or her own store and is associated with a wholesale organization or manufacturer to carry on joint merchandising activites and who are characterized by some degree of group identity and uniformity of operation. Einkaufsgenossenschaft / (EKG) (retailing) retailer cooperative, buying cooperative, purchasing cooperative, cooperative retailer organization, retailer-sponsored cooperative, retailers' cooperative A group of independent retailers organized to buy cooperatively either through a jointly owned warehouse or through a buying club. Einkaufsgewohnheit /—» Kaufgewohnheit Einkaufsgremium η (Einkaufskern m, Buying Center n) (economics) 1. buying center (Frederick E. Webster Jr./Yoram Wind) The individuals or groups of individuals within an

51 organization who are responsible for a purchase decision. 2. Einkaufskomitee Einkaufsgutschein m —» Kaufgutschein Einkaufshäufigkeit / (Einkaufsfrequenz / ) (consumer research) shopping frequency, buying frequency The rate at which consumers tend to go shopping within a specified period of time. Einkaufshäufigkeitsanalyse / (Einkaufsfrequenzanalyse f ) (consumer research) analysis of shopping frequency, analysis of buying frequency Einkaufskartell η —> Einkaufsgemeinschaft Einkaufskern m —» Einkaufsgremium Einkaufskomitee η (retailing) buying committee An attempt to achieve the economies of centralized buying (—> zentralisierter Einkauf), without having just one person responsible for purchase decisions. Buying committees are often used by hardware store chains, supermarket chains, and other retailers selling staple goods. Einkaufskommission / (retailing) buying commission Einkaufskommissionär m (retailing) buying agent, purchasing agent A functional middleman who works as a representative of a buyer. Einkaufskooperation / (retailing) buying cooperation, cooperation in buying, buying group —> Einkaufsgemeinschaft (Einkaufsvereinigung), Einkaufsgenossenschaft, Einkaufsring, freiwillige Handelskette Einkaufslimitrechnung/ —» Limitrechnung Einkaufsliste /(Einkaufszettel m) (consumer research) shopping list Einkaufslistenverfahren η (Einkaufszettelverfahren η) (consumer research) shopping list technique, shopping list test (Mason Haire) Einkaufsmarktforschung / buying market research —> Beschaffungsmarktforschung, Konsumforschung, Kaufverhalten, Kaufverhaltensforschung Einkaufsorganisation / —» Einkaufsgremium Einkaufsorientierung / (consumer research) shopping orientation The general approach a consumer takes to acquiring both brands and nonpurchase satisfactions from various types of retail outlets, i.e. a shopping style that puts particular emphasis on certain activities. Einkaufsort m —> Kaufort Einkaufspolitik/—> Beschaffungspolitik Einkaufspreis m (Einkaufsrechnungspreis m)

Einkaufszentrum mit überdachter Ladenstraße (economics) purchase price, stock price, trade price The price a middleman pays to a manufacturer. Einkaufsquelle/—> Kaufort Einkaufsring m (retailing) retailer-owned wholesaler, purchasing group, voluntary chain of retailers, buying syndicate A group of independent retailers organized, constituted at the initiative of a retailer, to buy cooperatively either through a jointly owned warehouse or through a buying club. Einkaufsstatistik /purchasing statistics pi construed as sg Einkaufsstätte f~* Kaufort Einkaufsstraße / (Fußgängerzone / ) (retailing) shopping mall, mall, shopping strip, strip center A type of shopping center (—> Einkaufszentrum) which may be a number of shopping blocks closed to vehicular traffic, or shopping center of the usual type but with walkways entirely closed against the weather and airconditioned, or the same in the form of a building with inside parking provided, sometimes near a particular department area. Einkaufstagebuch η (market research) purchase diary, buying diary, shopping diary Einkaufstasche f (packaging) 1. shopping bag 2. (Papier) paper bag 3. (Plastik) plastic bag Einkaufstechnik / —> Beschaffungstechnik Einkaufstest m —> Ladenbeobachtung, StoreTest, Testkauf Einkaufsvereinigung / —» Einkaufsgemeinschaft Einkaufs verhalten η (consumer research) shopping behavior, brit behaviour, buying behavior, purchasing behavior Einkaufswagen m (retailing) shopping cart, cart Einkaufsverband m Einkaufsgemeinschaft Einkaufsvertreter m purchasing agent, purchasing representative Einkaufszentrale / Einkaufsgremium Einkaufszentrum η (retailing) shopping center, shopping mall, brit shopping centre A geographical cluster of retail stores, collectively handling an assortment of goods varied enough to satisfy most of the merchandise wants of consumers within convenient traveling time, and thereby attracting a general shopping trade. It is planned, developed and controlled by one organization, which may be a major department store or an individual investor. Einkaufszentrum η mit oifener Ladenstraße (retailing) open-mall shopping center Einkaufszentrum η mit überdachter Ladenstraße (retailing) enclosed-mall shopping center

Einkaufszentrum mit Ladenstraßen auf mehreren Ebenen Einkaufszentrum η mit Ladenstraßen auf mehreren Ebenen (retailing) multiple-level shopping center Einkaufszetteltest m —» Einkaufslistenverfahren Einkaufszusammenschluß m - » Einkaufsgemeinschaft Einkommen η (Einkünfte f / p l ) (economics) income, earnings pi Income is a determinant of ability to buy; thus, it achieves significance. Income levels have an intimate tie to prices since they serve as an important input in what the consumer will buy. Einkommen-Konsum-Funktion / EngelKurve Einkommenseffekt m income effect The change in purchasing power of a given amount of money income when the price of a product changes. cf. Substitutionseffekt Einkommenselastizität / der Nachfrage (Einkommensnachfrageelastizität f ) (economics) income elasticity of demand The percentual change in quantity demanded which is to be expected from a one percent change in income. Income elasticity thus measures the responsiveness of consumers to income changes as the demand curve shifts from one position to another. Einkommensgruppe / (Einkommensklasse f ) (economics) income bracket, income group Einkommensniveau η (economics) level of income, income level Einkommensstatistik / (economics) income statistics pi construed as sg Einkommensumverteilung / (economics) redistribution of income, income redistribution Einkommensverteilung / (economics) income distribution, distribution of income The national income divided among households for an average comparison with other markets. Einkommenverteilungskurve / —> Lorenzkurve Einlage/(packaging) (Kissen, Polster) cushion, pad fitment, fitting, inset, insert einmalige Vergütung/—» Pauschalhonorar einmaliger Rabatt m (economics) temporary allowance, one-time discount cf. Mengenrabatt Ein-Marken-Strategie / (marketing) —> Einzelmarkenstrategie Ein-Minuten-Film m (einminütige Einblend u n g / ) (film/television) einpacken v/t to pack, to wrap, to package Einpackpapier η —> Packpapier Einpersonenhaushalt m one-person household, single-adult household, single-person household cf. Mehrpersonenhaushalt

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Einpersonenspiel η (theory of games) singular game Ein-Preis-Strategie/ —> Einheitspreisstrategie Ein-Produkt-Strategie / (marketing planning) one-product strategy, single-product strategy A product-scope strategy (—> Produktpalettenstrategie) in which a company has a single product in its line and tries to live on the success of this one product. Ein-Produkt-Unternehmen η (economics) one-product enterprise, single-product enterprise, one-product company, single-product company Einreichungsfrist / (economics) (bei Ausschreibungen) tender period, closing date —> Ausschreibung Einsatz m 1. (promotion) (Gewinnspiel) stake, stakes pi 2. (packaging) (Einlage) fitting, fitment, insert, inset, inner packing form partition 3. (Engagement n) involvement Einsatzphase /(Einsatzperiode/, Aktionszeitraum m) (marketing) drive period, promotion drive period, promotion time The limited period of time during which a manufacturer or a wholesaler makes particular efforts of promoting a product and grants deal and promotional terms to consumers and/or retailers, einschränkende Nebenbedingung / (Einschränkung/, Nebenbedingung/) constraint In any system, a condition wherein various elements are determinately associated with one another. Einschreibung / (Einschreibeverfahren η) (economics) sealed bidding An industrial pricing strategy under which sellers are notified that they are to submit their bids by a certain date. The bids are opened and made public at a designated time. Usually the lowest bidder is awarded the contract, providing that the buyer believes the firm is capable of supplying the specified products when and where needed. cf. Ausschreibung einschweißen v/t (packaging) (in Schrumpffolie) to shrink-wrap Einschweißen η (Einschweißung f ) (packaging) (in Schrumpffolie) shrink wrapping einseitiges Monopol η (economics) unilateral monopoly —> Monopol Einstandspreis m (Selbstkostenpreis m) (economics) cost price A price which covers the seller's direct or immediate cost of a commodity, specifically the cost or expenses of producing or obtaining a commodity but does not make a profit, zum Einstandspreis verkaufen to sell at cost

53 Einstellung/(Haltung/, Attitüde f ) (psychology/empirical social research) attitude A tendency to react in a certain way towards specific events, people, ideas or objects. Einstellung / z u m Beruf —» berufliche Einstellung Einstellungs- (Haltungs-) (psychology/empirical social research) attitudinal Of or relating to a mental set or disposition which is known as an attitude (-» Einstellung). Einstellungsanalyse / (psychology/empirical social research) attitude analysis, analysis of attitude Einstellungsänderung / (Einstellungswandel tri) (psychology/empirical social research) attitude change The extent to which attitudes vary, usually as a result of external stimuli. Einstellungsbildung / (Einstellungsentsteh u n g / , B i l d u n g / von Einstellungen, Bildung / von Haltungen) (psychology/empirical social research) attitude formation Einstellungsbündel η (Bündel η von Einstellungen, Einstellungs-Cluster n) (psychology/empirical social research) attitude cluster Einstellungsdissonanz / (logische Inkonsis t e n z / d e r Einstellungen) (psychology/empirical social research) attitude dissonance Einstellungsdynamik / (Dynamik / des Einstellungswandels, Haltungsdynamik / ) (psychology/empirical social research) attitude dynamics pi construed as sg Einstellungsforschung / (Attitüdenforschung / ) (psychology/empirical social research) attitude research, attitudinal research The scientific research into attitudes, attitude formation (Einstellungsbildung) and change (Einstellungswandel), and the methods used to measure them (—» Einstellungsmessung). Einstellungskonditionierung / (Konditionierung / von Einstellungen) (psychology/empirical social research) attitude conditioning Einstellungskonformität / (Haltungskonform i t ä t / ) (psychology/empirical social research) attitudinal conformity Einstellungskonsonanz /(logische Konsistenz / der Einstellungen) (psychology/empirical social research) attitude consonance Einstellungskonstellation / (Konstellation / der Einstellungen, Gesamtheit / der Einstellungen) (psychology/empirical social research) attitude constellation Einstellungskontinuum η (Haltungskontinuum η) (psychology/empirical social research) attitude continuum, pi continua or continuums Einstellungsmessung / (Messung / von Ein-

Einwegpackung stellungen) (psychology/empirical social research) attitude measurement, attitude scaling The measurement of attitudes through the application of mathematical scaling models to behavior, usually in the form of answers to questionnaire items. Einstellungsmodell η (psychology/empirical social research) attitudinal model, attitude model Einstellungsobjekt η (Haltungsobjekt η) (content analysis) attitude object Einstellungssegmentierung / (empirical social research/market research) attitude segmentation Einstellungsskala / (psychology/empirical social research) attitude scale A device for the systematic measurement of attitudes, opinions, and beliefs. Einstellungsskalierung / (psychology/empirical social research) attitude scaling Einstellungsstudie / (psychology/empirical social research) attitude study Einstellungsuntersuchung / (Einstellungsstudie f ) (psychology/empirical social research) attitude investigation, attitude study A social or market research model trying to establish the nature of the relationship between attitudes toward an object and behavior. Einstellungswahrnehmung / (Einstellungsperzeption/) (psychology/empirical social research) attitude perception Einstellungswandel m (Einstellungsänderung f ) (psychology/empirical social research) attitude change, attitudinal change Einstellungswandel m in die entgegengesetzte Richtung —> negative Einstellungsänderung Einstiegsberuf m (sociology of work) first job Ein-Stufen-Fluß m (der Kommunikation) (einstufiger Kommunikationsfluß m) (communication research) one-step flow (of communication) The assumption that there is an immediate influence between a communicator's message and its influence on recipients. cf. Zwei-Stufen-Fluß Ein-Variablen-Segmentation / (marketing/ marketing research) one-variable segmentation, single-variable segmentation Any segmentation that is achieved by using only one variable. cf. Mehr-Variablen-Segmentation Einwegflasche / (packaging) one-way bottle, nondeposit bottle, no-return bottle, expendable bottle, nonreturnable bottle, brit non-returnable bottle Einwegpackung / (Einwegverpackung f ) one-way pack, one-way package, single-service

einwickeln pack, single-service package, disposable pack(age), ηο-retum pack(age), nonreturnable pack(age), one-trip pack(age), single-trip pack(age), single-use pack(age), throwaway pack(age) cf. Mehrwegpackung einwickeln (einpacken, einschlagen) v/t (packaging) to wrap, to wrap up Einwickelpapier η (Einwickelstreifen m, Einwickelmaterial η) (packaging) wrapping paper, kraft paper, case wraparound Einwohneradreßbuch η (Einwohnerverzeichnis η) city directory, directory Einzelauslage / fretailing) spot display An individual piece of retail display in an island position. Einzelfall m (Einzelelement η) Fall Einzelfallgeschichte / —> Fallgeschichte Einzelgeschäft η (Filiale f ) (retailing) sales outlet, outlet A single retail selling or trading unit.

Einzelhandel (EH) m 1. (Institution) retail trade, the retailers pi 2. (Funktion) retailing, retail trading All business activities involved in selling goods and services directly to ultimate or final users for personal, nonbusiness consumption or use.

Einzelhandelsbestandspriifung f (market research) retail audit, shop audit, dealer audit A type of sample survey conducted among retail outlets with the aim of collecting information on sales volume, stock levels, promotional effectiveness of brands, displays used, etc.

Einzelhandelsbetrieb m —> Einzelhandelsgeschäft Einzelhandelsbindung / —> Geschäftsbindung, Ladenbindung Einzelhandelsdynamik / —> Dynamik der Betriebsformen (im Einzelhandel) Einzelhandelsfiliale / (retailing) retail outlet, outlet 1. (eines Herstellers) manufacturer's sales branch, manufacturer's sales office, manufacturer's store branch store, branch house, branch office, branch establishment, sales outlet, outlet A retail store owned and operated by a manufacturer, sometimes as outlets for his goods, sometimes primarily for experimental or publicity purposes.

2. (eines Handelsunternehmens) retail store, retail outlet, sales outlet, outlet, branch store A subsidiary retailing business owned and operated at a separate location by an established store.

3. (einer Handelskette) chain store A subsidiary retailing business owned and operated at a separate location by an established store.

Einzelhandelsforschung/retail trade research, retail research, dealer research

54 —> Handelsforschung Einzelhandelsgeschäft η (Einzelhandelsbetrieb m, Einzelhandelsunternehmen n) retail establishment, retail shop, retail store, retail business, independent store A retailing business unit which is controlled by its own individual ownership or management rather than from without, except insofar as its management is limited by voluntary group arrangements.

Einzelhandelskette / —» freiwillige Handelskette Einzelhandelskunde m retail customer Einzelhandels-Lebenszyklus m (marketing research) —> Lebenszyklus des Einzelhandels Einzelhandelsmarketing η retail marketing The application of marketing management concepts and strategy to retailing.

Einzelhandelsmarktforschung /retail marketing research, dealer marketing research, dealer research Einzelhandelspanel η (market research) retail panel survey, retail panel —> Handelspanel, Händlerpanel Einzelhandelspreis m (Ladenpreis m) (economics) retail price, consumer price The basic recommended or actual price without allowance for any possible discounts.

Einzelhandelspreispolitik /retail pricing Einzelhandelsrabatt m (Wiederverkäuferrabatt m) retail discount A reduction from a quoted or list price of a product or service which may be stated, usual or expected, usually in the form of a percentage.

Einzelhandelsreisender m —> Handelsreisender Einzelhandelsspanne / retail trade margin of profit, retail trade margin The difference between the quantity of goods sold by the retail trade at net selling prices in total and the same quantity of goods at total cost.

—> Handelsspanne Einzelhandelsspezialisierung / retail specialization, brit specialisation Einzelhandelsstatistik/—> Handelsstatistik Einzelhandelsstruktur/retail structure Einzelhandelsstrukturanalyse/retail structure analysis, analysis of retail structure Einzelhandelsumsatz m retail sales pi, retail turnover, stockturn Einzelhandelsunternehmen η —» Einzelhandelsgeschäft Einzelhandelsverkauf m 1. (einzelner Verkaufsakt) retail sale 2. (das Verkaufen) retail selling, retail sales Einzelhandelsverkaufspreis m —> Einzelhandelspreis Einzelhandelsvertreter m —» Handelsvertreter

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empirische Wirtschaftsforschung

Einzelhandelsvertrieb m retail distribution Einzelhandelszentralität / —> Zentralitat Einzelhandelszentrum η —> Einkaufszentrum Einzelhändler m 1. retailer, retail dealer, dealer

elastische Nachfrage / (elastischer Bedarf m) elastic demand —> Nachfrageelastizität Elastizität /elasticity

A merchant, or occasionally an agent, whose main business is selling directly to the ultimate consumer.

In the most general sense, a measure of the degree of responsiveness of a dependent variable to changes in an independent variable between which a causal relationship is known to exist.

2. (in einer Vertriebsorganisation) distribution outlet Einzelhändlerbefragung / (market research) retail survey, dealer survey —» Händlerbefragung Einzelhändlergenossenschaft / —> Einkaufsgenossenschaft Einzelmarke f (economics) individual brand Einzelmarkenstrategie / (marketing) individual branding A branding policy in which each product is named something different. An individual branding policy facilitates the use of market segmentation when a firm wishes to enter many segments of the same market.

Einzelpackung/unit pack, primary package Einzelpreis m —> Einheitspreis Einzelprodukttest m (Einzeltest m) (market research) single product test Produkttest; cf. Mehrfachprodukttest (Mehrfachtest) einzigartiges Verkaufsversprechen η -> U.S.P. Einzugsbereich m (Einzugsgebiet n) (retailing) (im Einzelhandel) trading area, trading zone, retail trading zone, shopping radius, shopping area The geographic area from which the retail outlet draws its customer base, i.e., the area around a retail outlet or a shopping district, the residents of which patronize the outlet or district to a relevant degree.

Eisbergprinzip η (marketing) iceberg principle Sales analysis can be performed on aggregate sales figures or on disaggregated data. Aggregate sales analysis provides an overview of current sales; it gives a broad perspective. It is not uncommon for a marketer to find that a large proportion of aggregate sales comes from a small number of products, geographic areas, or customers. This is sometimes called the „iceberg principle," because only a small part of an iceberg is visible above the water.

EKG abbr Einkaufsgenossenschaft eklektische Methode / (der Budgetierung) eclectic method (of budget determination), composite method The method of taking recourse to several of the generally accepted techniques of budget determination.

Elaboration / (durch Nachdenken erreichte Lösung/einer Aufgabe) (psychology) elaboration The combination and expansion of ideas and motives that characterizes higher mental processes.

Elastizität / (der Nachfrage) (statistics/economics) elasticity of demand —» Preiselastizität der Nachfrage, Einkommenselastizität, Verbrauchselastizität, Absatzelastizität, Angebotselastizität, Bedarfselastizität, Kreuzpreiselastizität Elastizitätskoeffizent m (statistics/economics) coefficient of elasticity, elasticity coefficient The elasticity between any two points on the demand curve (—» Nachfragekurve).

—> Triffinscher Koeffizient elektronische Ladenkasse / (retailing) electronic cash register (ECR) A cash register which depends on electronics for its logic and arithmetic functions.

Element η (statistics) element, elementary unit, also elementary element 1. A part or constituent of the whole, particularly one that cannot be reduced to a simpler unit. 2. In information theory, a point in a sample space or a single unit or event in a collection of units. 3. One of the events or units of information that are abstracted from a specific construct by a particular person.

Elendsindex m —» Notlagenindex Elfenbeinkarton m (packaging) ivory board Elfenbeinpapier η (packaging) ivory paper Elimination / nach Aspekten (economics) elimination by aspects A consumer decision rule according to which a consumer ranks the evaluative criteria in terms of importance and establish satisfactory levels for each product or brand.

Eliminationsspreis m (economics) elimination price A type of penetration price (—> Marktdurchdringung) that is fixed at a point where the survival of a competitor is threatened,

eliminieren v/t to eliminate —> Produktelimination Eliminierung / (Elimination / , Beseitigung / , Streichung / , Auslassung / , Tilgung / ) elimination —» Produktelimination empfohlen adj recommended Without any obligation of payment,

empfohlener Preis m —» Richtpreis empirische Wirtschaftsforschung / empirical economics pi construed as sg, empirical economic research

empirisches Gesetz empirisches Gesetz η (empirische Gesetzmäßigkeit / ) empirical law A law based on induction rather than deduction, or a principle based on empirical data or experimental findings and which states the ongoing relationship between two or more sets of variables.

Empirismus m (Empirizismus m) (philosophy) empiricism, empirism 1. The epistemological doctrine that all human knowledge is based upon or originates in experience. 2. The doctrine, in the sciences, which attempts to eliminate or ignore theoretical models and concepts in scientific investigation, emphasizes operational definition and statistical correlations between variables.

Encounter η —> Begegnung Encountergruppe / (Begegnungsgruppe /, T-Gruppe f ) (behavioral therapy) encounter group, training group, Τ group A group of 8 to 20 persons who meet informally once or twice a week to improve their interpersonal skills and the quality of their daily lives.

Endabnehmer m —» Endverbraucher Endabnehmerpreis m —> Endverbraucherpreis, Ladenpreis, Einzelhandelspreis Endfertigung / (Endkonfektionierung f ) finishing Endhandlung/—» Vollzugshandlung endogener Wandel m (Wandel m von innen heraus) endogenous change, autonomous change cf. exogener Wandel Endverbraucher m (Verbraucher m) (economics) end consumer, final consumer, ultimate consumer, consumer A consumer who buys and/or uses goods or services to satisfy personal or household wants rather than for resale or for use in business, institutional, or industrial operations.

Endverbraucher-Panel η —> Verbraucherpanel Endverbraucher-Preis m —» Einzelhandelspreis, Ladenpreis Endzifferneffekt m (economics) (in der Preispolitik) odd-price effect, odd-number price effect, odd-ending number price effect, oddpricing effect, odd-number effect A psychological effect which results from the fact that the price for a product is set at any amount except even monetary units.

Energie /(Tatkraft/, Kraft/) energy Engagement η (engagiertes Interesse η, innere Beteiligung /, Anteilnahme / , Betroffenh e i t / ) involvement 1. The amount of attention an individual devotes to an activity or a cause. 2. The cathectic-evaluative orientation of an actor.

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Engel-Blackwell-Kollat-Modell η (Engel-Kollat-Blackwell-Theorie / ) (der Konsumentenentscheidungen) (market research) EngelBlackwell-Kollat model (EKB model), EngelBlackwell-Kollat theory of consumer decisions (James F. Engel/Roger D. Blackwell/David T. Kollat) A comprehensive model of consumer behavior that was elaborated by James F. Engel, David T. Kollat and Roger D. Blackwell (1973).

Engelsches Gesetz η (Engel-SchwabeschesGesetz n, Engelkurve / ) (Ernst Engel) (economics) Engel's law, Engel's income-consumption function The regularity that food expenditure of private households increases in terms of absolute figures with increasing income, while it decreases in terms of percentage of total expenditure.

Engel-Schwabesches Gesetz η (Engelsches Gesetz η) (economics) Engel's law Engelkurve / (Einkommen-Konsum-Funkt i o n / ) (economics) Engel curve Engroshandel m —> Großhandel Engroshändler m —> Großhändler Ensemble-Auslage /(retailing) ensemble display A type of merchandise display in retail stores that shows together all products which are suggested to be used together.

Entgelt η (Entgeltpolitik /, Entgelt-Mix η) (marketing) —> Kontrahierungs-Mix Entladepolitik /—» Fuhrparkpolitik Entlohnung/im Außendienst (Außendienstentlohnung/) sales compensation Sales compensation programs usually reimburse salespersons for their selling expenses, provide a certain number of fringe benefits, and deliver the required compensation level. There are three basic types of sales compensation plans: straight salary, commission, and a combined salary-commission plan.

Entscheidung /(Entschluß m) decision The choice between two or more alternatives, i.e. the determination of which is the preferable course of action to take.

Entscheidung / bei Risiko (Entscheidung / unter Risiko, stochastischer Fall m) (statistics) decision-making under conditions of risk —> Entscheidung unter Risiko Entscheidung / bei Sicherheit (Entscheidung / unter Sicherheit, deterministischer Fall m) (statistics) decision-making under conditions of certainty —» Entscheidung unter Sicherheit Entscheidung / bei Unsicherheit (Entscheidung / unter Unsicherheit, probabilistischer Fall m) (statistics) decision-making under conditions of uncertainty

Entscheidungsprozeß

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—» Entscheidung unter Unsicherheit Entscheidung/durch Konsens (Treffen η von Konsensentscheidungen) consensual decision-making A decision-making process in which a group arrives at decisions through consensus.

Entscheidung / über die große Linie policy decision —» Grundsatzentscheidung Entscheidung / Uber eine einzuschlagende Taktik policy decision —> Grundsatzentscheidung Entscheidung/über Grundsatzfragen policy decision —¥ Grundsatzentscheidung Entscheidung / unter Risiko (stochastischer Fall m) (decision-making theory) decision-making under risk, stochastic decision-making A decision analysis problem which refers to situations in which information is available regarding the probability of each state of nature.

Entscheidung / unter Sicherheit (deterministischer Fall m) (decision-making theory) decision-making under certainty, deterministic decision-making Decision-making in situations in which the outcome is certain.

Entscheidung / unter Unsicherheit (verteilungsfreier Fall m) (decision-making theory) decision-making under uncertainty, distribution-free decision-making Decision-making in situations in which the decision maker knows which alternatives are available, which states of nature can occur, and the payoff that will result from each altemative/state-of-nature pair. No information is known regarding the probability of each state of nature.

Entscheidungsalternative / alternative decision Entscheidungsanalyse / decision analysis, formal decision analysis, analysis of decision-making A decision analysis problem is characterized by the need to select one alternative from a list of two or more alternatives.

Entscheidungsbaum m (decision-making ory) decision tree, decision network

the-

A diagram used in decision-making analyses that shows (1) the decision options available to a decisionmaker in logical sequence; (2) the intervening events and/or states that can influence the consequences of choosing each option; (3) sometimes, they also show the expected values of each option as well as the appropriate outcomes.

Entscheidungsbaumanalyse / (decision-making theory) decision-tree analysis, pi analyses Entscheidungseinheit / (decision-making the-

ory) decision-making unit (DMU), decisionmaker Both in consumer and in industrial marketing, the group of persons who together are actively involved in making a decision on whether or not, and what to purchase.

Entscheidungsentscheiden η (Treffen η von Entscheidungen, einer Entscheidung) decision-making Entscheidungsfeld η decision field Entscheidungsforschung/decision-making research Entscheidungsfunktion f (statistics) decision function, decision-making function A rule of conduct which, at any stage of a sampling investigation, tells the statistician whether to take further observations or whether enough information has been collected, and in the latter case, what decision to make upon it.

Entscheidungsgabelung / (decision-making theory) decision fork Entscheidungshilfe / (pi) decision-making aid(s) (pi), decision aid(s) (pi) Entscheidungskriterium η decision-making criterion, decision criterion, pi criteria or criterions Entscheidungslogik / —» Entscheidungstheorie, Praxeologie Entscheidungsmatrix / (decision-making theory) decision matrix, pi matrixes or matrices A matrix the rows of which contain alternative options while the columns display alternative outcomes that are possible.

Entscheidungsmethode / decision-making method, decision-making technique Entscheidungsmethode / (in Gemeindestudien) decisional method An approach which involves tracing the history of a specific decision or decisions relating to one or more community issue areas by identifying the persons who actually participate in concrete decisions and whose suggestions are actually followed.

Entscheidungsmodell η (theory of games) decision model, decision-making model Entscheidungsnetz η Entscheidungsbaum Entscheidungsparameter m —> Aktionsparameter Entscheidungsprämisse / (Entscheidungsvoraussetzung / ) (decision-making theory) decision premise Entscheidungsprinzip η —» Entscheidungsregel Entscheidungsproblem η (decision-making theory) decision problem, decision analysis problem Entscheidungsprozeß m decision-making process, process of decision-making

Entscheidungspunkt Entscheidungspunkt m (decision-making theory) decision point Entscheidungsraum m (statistics) decision space Entscheidungsregel f (decision-making theory) decision rule A rule that specifies the conditions for deciding in favor of one decision from among a set of two or more decisions, usually based on some indication of the likelihood or probability that an event will occur.

Entscheidungsraum m (statistics) decision space Entscheidungstheorie / (statistische Entscheidungstheorie f ) decision theory, decision-making theory, theory of decision-making, statistical decision theory, statistical decision-making theory, statistical theory of decision-making, Bayesian theory, Bayesian analysis A method for structuring a decision that takes explicit account of the following factors: (1) the alternative actions open to the decision maker, (2) the outcomes that are possible (states of nature) once the decision has been made, (3) the conditional values (costs, profits, gains, losses) associated with each action-outcome combination, (4) the likelihood or probability of each outcome occurring, and (5) the decision rule (—> Entscheidungsregel) to be followed in making the actual choice.

Entscheidungsträger m decision maker, decision-maker Entscheidungsvariable / (Variable / im Entscheidungsmodell) decision variable Entscheidungsverfahren η decision procedure, decision-making procedure Entscheidungsverhalten η decision-making behavior, brit behaviour, decision behavior, decision-making Entscheidungswissenschaften f/pl (Problemlösungswissenschaften f / p l ) policy sciences pi All sciences or applications thereof that are concerned with analyzing given social situations, or social structures, or social actions as a basis for policy or action.

Entscheidungsziel η goal of decision-making entstehende Nachfrage f (economics) incipient demand A type of demand (—» Nachfrage) in which certain trends project the emergence of a need although the customer is not aware of one.

entwerfen v/t (Text, Illustration) to design, to sketch, to sketch out, to outline, to draft, to draw up entwickeln v/t (economics) (Verfahren) to develop, to work out, to evolve Entwicklung f l . (economics) (Vorgang) development The general process of change or growth resulting in

58 an increase of complexity, structure, differentiation and/or organization. —> Produktentwicklung

2. (sozialer Wandel) change, developmental change A type of change which is innovative and irregular; having no use for the „good" old ways, it abandons them. The developmental change appears on the horizon so slowly that it may go unrecognized or ignored until it becomes an accomplished fact with cancerous effects. It is a category of change which assumes importance in the context of strategy development.

Entwicklung / (neuer Erzeugnisse, neuer Produkte) —» Produktentwicklung Entwicklungsabteilung / (economics) (im Unternehmen) research and development (R & D), research and development department, R & D department, research department —> Forschung und Entwicklung Entwicklungsbank / (economics) development bank Entwicklungsideologie / (Wachstumsideolog i e / ) developmentalism Entwicklungsingenieur m (economics) development engineer, research engineer Entwicklungskosten pi (economics) development cost(s) (pi) Entwicklungsland η (political science) developing nation Entwicklungsmarketing η developmental marketing (Philip Kotier) Marketing activities designed to turn latent demand into patent demand.

cf. Konversionsmarketing, Anreiz-Marketing, Revitalisierungsmarketing, Synchro-Marketing, Erhaltungsmarketing, Reduktionsmarketing, Kontramarketing Entwicklungsphase / (Entwicklungsstufe / ) development stage, developmental stage A period in the total life span of an individual or a social aggregate or group during which specific traits or behaviors become characteristic.

Entwicklungsplanung/(Wirtschafts- und Sozialplanung f ) (economics) development planning Development planning falls between strategic and functional planning. Development planning is done by a few selected high-ranking executives.

Entwicklungsstadium η (eines Unternehmens) (economics/marketing) stage of corporate development, corporate development stage Entwicklungsstufe/developmental stage Entwurf m 1. design 2. (Konzept) draft, outline 3. layout, rendering, comprehensive layout episodische Bewegungen f/pl (atypische Be-

Erhaltungsorganisation

59

wegungen f/pl) (statistics) episodic movements pi The atypical movements caused by irregular or unpredictable isolated events which occur from time to time in a time series (—> Zeitreihe) of observations.

Equity-Theorie f (economics)

equity theory,

theory of equity

Erbauungsnutzen m (Wilhelm Vershofen) (economics) —> Zusatznutzen Ereignis η (probability theory) event 1. Any one of a set of probable outcomes. 2. An occurrence or phenomenon which has a definite beginning and end. 3. The occurrence or series of occurrences which are related to an individual's needs in some way and thus form a unity.

Ereignisalgebra / (stochastics) algebra of events Ereignisanalyse f (sociology) event analysis, pi analyses The analysis of sequences of events under varying cultural conditions to determine common underlying patterns.

Ereignisbaum m (Ereignisdiagramm n, Zweigdiagramm η, Baumdiagramm η) (probability theory) event tree A tree diagram of the probabilities in an event space (—> Ereignisraum).

Ereignisraum m (probability theory) event space In illustrations of probability, such as a Venn diagram, the space corresponding to a given event.

Erfa-Gemeinschaft / (Erfa-Gruppe f ) (economics) short for Erfahrungs-Austauschgemeinschaft

experience-exchanging group Erfahrung / experience Erfahrungs- —» empirisch Erfahrungskurve f (psychology/marketing research) experience curve A curve taking into account the combined effect of learning, specialization, investment, and scale, the plot of the decline in product cost relative to volume.

Erfahrungskurveneffekt m (Boston-Effekt m) (marketing) experience curve effect (Boston Consulting Group), Boston Consulting Group approach Erfahrungswirklichkeit / experience actual (Samuel J. Beck) Erfindung / invention A creative technological, scientific, cultural or social innovation in the relationship between either material or nonmaterial culture traits, often defined as the synthesis of existing culture traits or complexes into new culture traits or complexes.

cf. Entdeckung

Erfolgsanalyse /(Erfolgskontrolle/) —» Marketingkontrolle, Werbeerfolgskontrolle Erfolgsethik /success ethic Erfolgsmodell η —> Effektivitätsmodell Erfolgsmuster η success pattern Erfolgsprämie / (für Einzelhändler) (sales promotion) push money (P.M.), colloq spiff A special reward given by manufacturers or service sources as an incentive program designed to push a line of goods by providing additional compensation to salespeople.

Erfolgswahrscheinlichkeit / success probability, probability of success Erfolgsziel η success goal Erfordernis η requirement, imperative —> Bedürfnis, Imperativ erforschen v/t to research into, to investigate, to examine Ergebnis η (Resultat η) outcome Ergebnismatrix / (statistics) outcome matrix, pi matrixes or matrices, payoff matrix, pi matrixes or matrices A matrix that utilizes rows and columns of figures or symbols which identify possible states of an actor's environment, probabilities, and outcomes (= payoff) associated with any one of a variety of alternative strategies.

Ergebnisverzerrung / —> systematischer Fehler Ergonomie /ergonomics pi construed as sg The scientific study of the relationships between men and machines, particularly the psychological, biological and cultural with the purpose of adapting machines and jobs to meet the needs of men and of choosing suitable persons for particular jobs or machines.

Ergotherapie / (Arbeitstherapie f ) (psychology) ergotherapy, work therapy Erhaltung /(Versorgung/, Ernährung/) sustenance, maintenance Erhaltungsfunktion / (Aufrechterhaitungsfunktion/, Stabilisierungsfunktion/, Behauptungsfunktion f ) (organizational sociology) maintenance function Erhaltungsmarketing η maintenance marketing (Philip Kotier) The effort of maintaining an existing level of full demand. Full demand is a state in which the current level and timing of demand is equal to the desired level and timing of demand.

cf. Konversionsmarketing, Anreiz-Marketing, Entwicklungsmarketing, Revitalisierungs-Marketing, Synchro-Marketing Erhaltungsniveau η maintenance level Erhaltungsorganisation / (Aufrechterhaltungsorganisation / , Stabilisierungsorganisation /, Behauptungsorganisation f ) (organiza-

Erhaltungsrolle tional sociology) maintenance organization, brit organisation Erhaltungsrolle / (Aufrechterhaltungsrolle / , Stabilisierungsrolle / , Behauptungsrolle / ) (organizational sociology) maintenance role cf. expressive Rolle, instrumentelle Rolle Erhaltungsspezialist m (Erhaltungsexperte m) (organizational sociology) maintenance specialist Erhaltungssynergie / (Aufrechterhaltungssynergie / , Stabilisierungssynergie / , Behauptungssynergie f ) (organizational sociology) maintenance synergy Erhärtung / (Bekräftigung / , Bestätigung f ) corroboration Erheblichkeit/(Relevanz/) relevance Erholung / (Erholung / und Vergnügen n, Freizeiterholung/) recreation Erholungszentrum η (Freizeitzentrum n, Vergnttgungszentrum n) recreation center, brit centre Erinnerung f (psychology) 1. (Erinnern ri) (psychology) remembering 2. (psychology/empirical social research) recall The repetition or reinstitution in memory (—> Gedächtnis) of previously learned material. Erinnerungsimpulskauf m (consumer research) reminder impulse buy, reminder impulse buying A type of impulse buying where the customer is reminded in the store of the need to replenish his or her stock by the visual prod alone. Erkenntnis /knowledge, cognition Erklärung/(Explanation f ) explanation Erklärungsmodell η (market research) explanatory model Erlaubniskartell η (economics) lawful cartel, cartel permitted by law Erlös m 1. (economics) profit(s) (pi), net profi t s ) (pi), revenue —» Gewinn 2. (promotion) (eines Gewinnspiels) proceeds pi Erlösfunktion /—» Umsatzfunktion Erlöskurve / (monetäre Nachfragekurve f ) (economics) monetary demand curve —> Nachfragekurve Erlösmaximierung / —» Gewinnmaximierung, Grenzerlös ermäßigter Preis m (economics) reduced price Ermäßigung/—> Preisermäßigung Ermessensspielraum m der Verwaltung (organizational sociology) administrative discretion Ernährer m (economics) (einer Familie) provider, breadwinner Ernennung / (Berufung / , Einsetzung / ,

60 Bestellung / ) (organizational sociology) appointment Ernennungsamt η (durch Ernennung zu besetzendes Amt n) (organizational sociology) appointive office Erneuerungsbedarf m —> Ersatzbedarf Eröffungsangebot η (Eröffnungspreis m) —> Einführungspreis Erprobungskauf m —> Testkauf erratische Arbeitsgruppe / (erratische Gruppe f ) (industrial psychology) erratic work group, erratic group (Leonard R. Sayles) A work group that is able to unite around grievances, but only sporadically and explosively. There seems to be no relation between the seriousness of a grievance and the intensity of joint protest, erratische Bewegungen f/pl (statistics) erratic movements pi The irregular movement in a time series (-» Zeitreihe) of observations, such as random fluctuations (-» Zufallsschwankung) that continually occur but exclude longer departures that can be traced to isolated incidents (-» episodische Bewegungen), as opposed to trend (—> Trend) or cyclical components (—» zyklische Komponente). Ersatzbedarf m (Ersatznachfrage / , Erneuerungsbedarf m, Erneuerungsnachfrage f ) (economics) replacement demand, after-market, after-demand, aftermath market, aftermath demand The demand, and potential sales, associated with the requirements of consumers or industrial users after they have bought a piece of equipment. cf. Neubedarf Ersatzkauf m (Nachkauf m) (economics) replacement purchase —» Ersatzbedarf Ersatzlieferung f (economics) replacement delivery Ersatznachfrage/—» Ersatzbedarf Ersatzverkauf m (economics) replacement sale Erschließung / neuer Märkte —> Markterschließung Erschließungsbedarf m (economics) latent demand A state of demand which exists in a situation where a particular need has been recognized, but no products have been offered to satisfy the need, i.e. a situation in which a significant segment of a market exhibits a preference for a product which is not being offered. Erschließungsstrategie f (marketing) development strategy The latent demand represents an opportunity for the marketing innovator to develop the product or service that people have been wanting. The process of effectively transforming latent demand into actual demand is that of developmental marketing. The

61 marketer must invest in marketing research and product development to bring about an offer that promises to satisfy the latent demand. Erstanmutung/—» Anmutung Erstausriistung / (economics) original equipment, original equipment manufacturing Erstausrüstungsgeschäft η (economics) original equipment manufacturer Erstbedarf m (Erstnachfrage/, Neubedarf m) (economics) original demand, primary demand 1. The demand suited to satisfy basic physiological needs such as hunger, thirst, shelter, etc. 2. In economics, the demand for a type of product without regard to a specific brand. cf. Ersatzbedarf Erstbedarfsschöpfung / (Erstnachfrageschöpfung / , Neubedarfsschöpfung f ) (economics) original demand stimulation, primary demand stimulation In the market development stage of the product life cycle (-» Produktlebenszyklus), sales of a new product rise relatively slowly at first. Only a few people, those who are innovators (—» Innovator, Konsumpionier), purchase the product. A new product has little, if any, direct competition (-» Konkurrenz). Therefore, the primary objective of the firm at this stage is to attract a sufficient number of purchasers to justify continued expenditures for product research and development and for the creation of a long-term distribution structure. cf. Ersatzbedarf Erstellungspreis m —> Einstandspreis erster Entwurf m first draft, rough draft, rough —» Rohentwurf erster Grenzwertsatz m (erstes Grenzwerttheorem η) (statistics) first limit theorem Erstinnovation/—> Innovation Erstkauf m (Probekauf m) (economics) trial purchase, initial purchase, trial The first time an individual buys a product to see if it should be used regularly. cf. Wiederholungskauf Erstkäufer m (economics) 1. (Probekäufer) trial buyer, trier 2. —» Konsumpionier, Innovator Erstübernehmer m (economics) early adopter, early acceptor Innovator Erstverkauf m (economics) initial sale Erstverkaufstag m (Erstauslieferungstag m ) (economics) day of delivery, delivery day Erstverwender m (economics) trial user, first user, first-time user —» Erstkäufer Ertragszentrum η (Profit Center η) (economics) profit center A concept in organizational specialization that is built around a motivational assumption and elabo-

Erzeugergenossenschaft rates organization by major purpose. Structurally, self-contained product divisions are aggregated, each with its own production facilities and line and staff personnel; each division competes with the others and is financially accountable for profits and losses. cf. Kostenzentrum Erwartung / expectation 1. A general state of anticipation of something often associated with tension or emotion. 2. The probability of the occurrence of an event based on mathematical calculation. 3. The true or universal mean. Erwartungsfeld η der Preispolitik (Heribert Meffert) (economics) expectations pi of price policy, expectation field of pricing cf. Aktionsfeld, Datenfeld erwartungstreu adj (statistics) unbiased, brit unbiassed estimable Erwartungstreue / (statistics) unbiasedness, brit unbiassednesss, estimability The property of being free from bias. Erwartungswert m (statistics) expected value (E), expectation, mathematical expectation The average value in a probability distribution (population of values), or the long-run average in an extended series of observations of a random variable, such as a measurement of a statistic, erweitertes Produkt η augmented product The totality of benefits that a person receives or experiences in obtaining the formal product (—» formales Produkt). Erweiterungsbedarf m —» Neubedarf Erwerbslosenunterstützung / (Arbeitslosenunterstützung f ) unemployment benefits pi, unemployment compensation Erwerbslosenversicherung / (Arbeitslosenversicherung/) unemployment insurance Erwerbslosigkeit / (Arbeitslosigkeit / ) unemployment TTie enforced or involuntary separation from remunerative work on the part of a member of the normal working force, during normal working time, at normal wages, and under normal working conditions. Erwerbsperson / (Erwerbstätiger m) (economics) gainfully employed person, economically active person Erwerbsquote f (demography) activity rate erwerbstätige Bevölkerung f (demography) economically active population, active population, labor force, brit labour force Erwerbstätigkeit / (economics) gainful employment Erzeugergemeinschaft / (Erzeugervereinigung / ) (economics) producers' association, farmers' production association, agricultural association Erzeugergenossenschaft f (economics) produc-

Erzeugerpreis

62

er's cooperative, farmers' cooperative, agricultural cooperative A cooperative organization (—» Genossenschaft) formed by a number of small fanners to enable them to achieve some of the competitive advantages of larger scale marketing.

Erzeugerpreis m (economics) producer's price Etatkontrolle f (economics) budgetary control, budget check The methodical monitoring of planned income and expenditure by issuing sales targets, placing orders, and authorizing payments within the context of a previously approved budget.

Etatplan m (economics) budget plan, account plan Etatplanung / (economics) budget planning, account planning Etatstrategie/(economics) budget strategy, account strategy ethisches Produkt η —> Arzneimittel Etikettierung / (marketing) labeling, also labelling Labeling is an important dimension related to packaging (—» Verpackung) both for promotional or informational reasons and from a legal perspective. Labels also can be used to promote other products of the manufacturer or to encourage proper use of products and therefore greater satisfaction with them.

Evaluation / , Evaluierung /evaluation 1. The determination of the relative value or importance of a score or phenomenon by appraisal or comparison with a standard. 2. The global appraisal or measurement of progress or achievement. 3. -> Produktbewertung

Evaluationsforschung / (Evaluierungsforschung/) (social research) evaluation research, policy evaluation, program evaluation, evaluative research The assessment of social and/or industrial programs by means of scientific testing procedures that focus on the outcome of ongoing programs rather than on the need to establish new ones.

E v a l u i e r u n g / ( E v a l u a t i o n / ) evaluation

Eventualplan m (Plan m für den Eventualfall) contingency plan E v e n t u a l p l a n u n g / contingency planning The development of plans to be followed in case a firm's environmental conditions evolve in a pattern which differs from that upon which the regular plan was based.

Evoked Set m (Brand Set m) marketing research) evoked set

(psychology/

In the most general sense, the immediate concerns which influence an individual's perceptions.

Existenzminimum η (minimaler Lebensstandard m) (economics) minimum living standard, minimum wage, poverty line, subsistence level

exklusiv adj exclusive Exklusivagent m (Alleinagent m) (economics) exclusive agent —> Alleinvertreter Exklusivagentur /(Alleinagentur f ) exclusive agency Exklusivität / exclusiveness, exclusivity —> Konkurrenzausschluß Exklusivitätsklausel / exclusive agency agreement -> Konkurrenzausschluß Exklusiwertrieb m (Alleinvertrieb m) (economics) exclusive distribution, exclusive dealing, exclusive selling, exclusive outlet selling, exclusive agency method of distribution, appointed dealer distribution A type of distribution (-» Vertrieb), whereby a product is made available through one or only a few outlets in any one trading area.

Exklusivware / (economics) exclusive merchandise exogene Variable / 1. (econometrics) exogenous variable In econometric models, a variable that is determined outside the model and is not itself jointly dependent with the endogenous variables explained by the model. 3 . externality A type of market imperfection known in economics which consists of a use of resources by a consumer or producer which has a direct effect on other consumers or other producers.

cf. endogene Variable Experte m (Fachmann m) expert A person with special skills and/or knowledge in a specific field.

Experte m für äußere Kommunikation (von Organisationen) (communication research) external communications expert (Harold L. Wilensky) Experte m für innere Kommunikation (von Organisationen) (communication research) internal communications expert (Harold L. Wilensky) Someone who supplies political and ideological intelligence which a leader needs to maintain his or her authority.

Expertenautorität / expert authority, expert's authority, experts' authority Authority that is based on an individual's knowledge.

Expertenbefragung / (Umfrage / unter Experten) (empirical social research) experts' survey, survey among experts, expert-opinion technique, key-informant technique, experts' survey, survey among experts, experts' jury, experts' panel survey A sales forecasting technique in which a firm's cus-

63 tomers are questioned regarding their expectations about future purchases. In an expert forecasting survey, a company uses experts to help prepare the sales forecast. These experts are usually economists, management consultants, advertising executives, college professors, or other persons outside the firm who have had much experience in a specific market.

—> Delphibefragung Expertenmethode / —» Beurteilungsmethode·, cf. Reaktionsmethode Exponat η exhibit Export m (economics) export, exporting The lowest level of commitment to international marketing and the most flexible approach.

—» Direktexport Exportgemeinschaft / (economics) export association Export-Import-Händler m (wholesaling) export management company (EMC), brit export-import merchant An independent firm that provides most of the services of an in-house export department.

Exportkatalog m export catalog, brit catalogue Exportmarketing η export marketing Exportmarktforschung / export market research Exportmusterschau/export fair

extrapolieren Expose η expose, exposition, draft, outline Ex-post-Kontrolle / —> Marketingkontrolle expressive Führung / (expressive Führerschaft f ) expressive leadership (Robert F. Bales) cf. instrumentelle Führung externe Konsumeffekte m/pl —> Nachfrageeffekt externe Marktforschung / —> Institutsmarktforschung Extrapolation / (Extrapolierung f ) (mathematics/statistics) extrapolation The mathematical technique of estimating, from a series of known values, of a variable of unknown values either higher or lower than the entire range of the known values on the basis of the assumption that the distribution of the unknown values will tend to follow the same trend as that shown by the known values.

cf. Interpolation Extrapolationsverfahren η (marketing planning) extrapolation procedure An environmental scanning technique which requires the use of information from the past to explore the future,

extrapolieren v/t to extrapolate cf. interpolieren

F Fabrikabgabepreis m —> Fabrikpreis Fabrikant m (Fabrikbesitzer m, Industrieller m) manufacturer Fabrikarbeiter m —» Industriearbeiter Fabrikat η (economics) make Fabrikhandel m —> Belegschaftshandel, Betriebshandel Fabrikladen m —» Belegschaftsladen Fabrikmarke / (economics) manufacturer's brand, manufacturer brand A brand that is initiated by a producer and makes it possible for the producer to be identified with his product at the point of purchase,

fabrikmäßige Erzeugung/—> Fertigung Fabrikpreis m (Fabrikabgabepreis m) (economics) manufacturer's price, price ex works, factory door cost, factory price, prime cost The basic price of a product at the point of its manufacture, excluding delivery, insurance, and sometimes packaging.

Fabriksystem η (Fabrikproduktion f ) (economics) factory system, shop production The system of manufacturing characterized by the use of power driven machinery, housed under one roof and owned by the entrepreneur, or other owner, who hires men for wages to operate the machines.

Fabrikverkauf m —» Belegschaftshandel Fabrikware / (economics) 1. manufactured goods pi, manufactured products pi, factorymade goods pi, factory-made products pi, factory products pi, factory goods pi 2. mass merchandise, mass-produced merchandise —» Massenware Face-to-face-Verkauf m —> persönlicher Verkauf Fach η (Fachgebiet η, Studienfach ή) subject Fachadreßbuch η —> Branchenadreßbuch Facharbeiter m (Handwerker m, ausgebildeter Facharbeiter m, gelernter Arbeiter m) (sociology of work) skilled manual worker, skilled worker Facharbeiterschaft / (Handwerkerschaft f , die Facharbeiter m/pl) (sociology of work) skilled labor, brit labour Fachausdruck m term, technical term Fachausstellung / special exhibition, specialized exhibition Fachautorität /(Expertenautorität / , funktionale Autorität / , Sachautorität f ) expert

power, expert authority, expert's authority, experts' authority Authority that is based on an individual's knowledge.

fachbezogene Leitungsautorität / —» Linienautorität Facheinzelhandel m (economics) special-line retailing, special-line retail trade, specialty retailing, specialty retail trade Fächerregal η (retailing) rack Fachgeschäft η (economics/retailing) specialty store, special-line store, specialty shop A relatively small-scale retail store which makes its appeal on a broad selection of a restricted class of merchandise.

Fachgewerkschaft /—» Berufsgewerkschaft Fachgroßhandel m (wholesaling) limited-line wholesaling, special-line wholesaling, limitedline wholesale trade, special-line wholesale trade, specialty wholesaling, specialty wholesale trade Fachgroßhändler m (wholesaling) limited-line wholesaler, special-line wholesaler, specialty wholesaler A merchant wholesaler who carries goods in a number of related lines. Merchant wholesalers take title and assume risk and generally are involved in buying and reselling products to industrial or retail customers. The two broad categories of merchant wholesalers are full-service wholesalers (—» Sortimentsgroßhändler) and limited-service wholesalers.

Fachhandel m (economics) specialty trade, special-line trade —> Fachhändler, Facheinzelhändler, Fachgroßhändler Fachhandelspanel η —> Einzelhandelspanel Fachhandelstreue / (Fachhandelsloyalität f ) (retailing) specialty store loyalty Fachidiotie / (psychology) trained incapacity (Thorstein Veblen) A reduction in personal flexibility that takes place when the very training and experience that give an expert competence in his or her specialized field also act to narrow his or her range of perception, make him or her unable to envision new possibilities, and render him or her ineffective under changed conditions.

Fachkenntnis/skill, often pi skills Fachkundigkeit / (Sachkundigkeit / , Sachkunde/, Sachverstand m, Sachverständigkeit / ) expertness fachliche Kontrolle/—» funktionale Kontrolle Fachmann m Experte

65 fachmännisch (fachkundig, sachkundig) adj expert Fachmarkt m (economics) specialty market, specialty warehouse, special-line market Fachmesse / (economics) specialized trade fair, specialized fair, trade show A trade fair which is used by manufacturers to arouse retailers' or dealers' interest in their products. Trade shows usually involve only a particular industry or industry segment. Fachpromoter m —> Promoter Fachschule/trade school Fachsprache /(Terminologie / ) terminology Fachversandhandel m (economics) specialty mail order trade, special-line mail order trade Factor m (economics) factor A specialized financial institution engaged in factoring accounts receivable and lending on the security of inventory. Factoring η (economics) factoring A specialized financial function whereby producers, wholesalers and retailers sell their accounts receivable to financial institutions, including factors and banks, often on a non-recourse basis. Commercial banks as well as factors and finance companies engage in this activity, fahrbare Verkaufsstelle / (retailing) mobile shop, merchandising bus Fahrverkauf m (retailing) mobile shop selling Faktor m (factoring) factor Fall m (Einzelfall m, Einzelelement m) (psychology/empirical social research) case Fallgeschichte / (Einzelfallgeschichte / , Vorgeschichte/, Anamnese / ) (psychology/empirical social research) case history Fallmethode / ( E i n z e l f a l l m e t h o d e / ) (empirical social research) case method, case rate method A research approach trying to extract monothetic findings from the intensive investigation of particular cases. Fallstudie / (Einzelfallstudie f ) (psychology/empirical social research) case study An in-depth examination of a unit of interest, the purpose and nature of which it is, as a method of choice to obtain a wealth of detail about a specific subject. falsche Negativentscheidung / (empirical social research/decision-making theory) false negative, miss falsche Positiventscheidung / (empirical social research/decision-making theory) false positive pi falsche Schlußfolgerung/—> Trugschluß falsche Zuschreibung/—> Misattribution Faltschachtel / (packaging) folding box, folding carton, slotted container, brit one-piece case

Fashion Center Familienbudget η (Familienhaushalt m, Familienetat m) family budget The total amount of money available to a family household (—> Haushalt) during a given period of time, including financial statements of the recorded and projected revenues and expenditures, made to serve as guides for planning family and other activities. Familieneinkaufsentscheidung / (economics) family buying decision, buying decision within the family, family purchasing decision, purchasing decision-making within the family There is growing awareness that in addition to knowing who in the family makes a purchase it is even more important who actually decides what products to buy. In general, the process has become more specialized and involves increasingly more joint decision-making. Familieneinkommen η (Gesamteinkommen η aller Familienmitglieder) (demography/empirical social research) family income —> Haushaltseinkommen Familienentscheidung / —> Familieneinkaufsentscheidung Familienhaushalt m (demography/empirical social research) family household, private household Familien-Lebensstil m (economics) family life-style Familien-Lebenszyklus m (Familienzyklus m) (economics) family life cycle, family cycle The subsequent stages and ensuing changes in behavior that are associated with the typical changes of an individual's family situation - a segmentation variable which combines the characteristics of age, marital status, presence and age of children, and survivor status of spouse to explain family purchasing behavior (—» Familieneinkaufsentscheidung). Familienmarke / f a m i l y brand When most, if not all of a firm's products bear the same brand name, they are said to be sold under a family brand. A family brand makes it easier for a firm to introduce a new product to the market. It also tends to stimulate the sales of existing products in the firm's line. Familienoberhaupt η family head, head of family —> Haushaltsvorstand, Bezugsperson Familienpackung / (Großpackung f ) family package, family pack, economy-size pack, economy-size package Familienstand m marital status Familienzyklus m (Lebenszyklus m der Familie) family cycle, family life cycle —» Lebenszyklus Fantasiefenster η —» Phantasiefenster Fashion Center η (retailing) fashion center, brit fashion centre

Fashion Leader Fashion Leader m —> Modeführer Faustregel / ( D a u m e n r e g e l / ) rule of thumb Faustskizze/—» Rohentwurf Feasibility-Studie / (Machbarkeitsstudie / , Durchführbarkeitsstudie / ) (market research) feasibility study, feasibility investigation —»Machbarkeitsstudie federführendes Unternehmen η (economics) (beim Konsortialgeschäft) pilot contractor Feeder Jobber m —» Rack Jobber fehlerfreies Stück η (statistical quality control) effective unit cf. fehlerhaftes Stück fehlerhaft adj faulty, imperfect, defective fehlerhaftes Stück η (statistical quality control) defective unit cf. fehlerfreies Stück Fehlfunktion/(Funktionsstörung/) malfunction The failure of a mechanism or organism to work properly. Fehlschluß m, Trugschluß m (theory formation) fallacy, false conclusion, false inference An argument involving an invalid form of reasoning, i.e., an argument in which the premises are true, but the conclusion is false. Feinkarton m (Feinpappe / ) (packaging) fine cardboard Feinpappe/—» Feinkarton Feld η 1. (Empirie/, Realität/) field 1.1. An area having boundaries which define both the physical place as well as the kind of activity permitted. 1.2. The complex totality of interdependent social, personal, and physical factors within which a psychological event takes place. 2. (Sachgebiet η, Fachgebiet η, Forschungsgebiet η, Disziplin/) field 3. —* Außendienst Feldanteil m (Verbraucheranteil m) (Bernt Spiegel) (market research) field share, consumer share The percentage of the total number of persons having demand for a product, a brand, a service, etc. who actually buy it, or are customers of the company. Feldmodell η (market research) field model Feldorganisation / field force, field organization, brit field organisation, field staff —» Außendienst Feldpsychologie /(Vektorpsychologie/, topologische Psychologie f ) field psychology (Kurt Lewin) A concept in personality theory according to which the individual is considered to exist in a force field, in analogy with electromagnetic theory, in which the dynamically interacting forces are both psychological and physical.

66 Feldtheorie / (Kurt Lewin) (psychology) field theory —» Feldpsychologie Fenster η window —> Schaufenster Fensteraufkleber m (Fensteraufklebestreifen m) (retailing) window streamer window strip A narrow point-of-purchase poster gummed on the printed side for attachment inside a dealer's store window. Fernbedarf m —> Shopping Goods fertiggepackt adj (Ware) packaged Fertigkeit f (psychology) skill, often pi skills Fertigpackung/prepack, prepackage Fertigprodukt η (Erzeugnis η, W a r e / ) (economics) manufacture Fertigung / (fabrikmäßige Erzeugung / , Erzeugung / , Produktion f ) (economics) manufacture Fertigwaren f/pl (economics) packaged goods pi, package goods pi Merchandise delivered to retailers in some sort of package or container designed for practical handling and display at the point-of-purchase. Festpreis m (economics) 1. fixed price, protected rate, price line A cost for goods or services which a supplier agrees to maintain for a purchaser, despite later cost increases for other purchasers. 2. (Mindestpreis) pegged price Festpreispolitik / (Festpreisstrategie f ) (economics) price lining The practice of pricing merchandise within traditional or market-determined price ranges. FiFo-Prinzip η (FiFo-Verfahren η) (economics) fifo, fifo principle, first-in, first out A method of inventory valuation and costing under which merchandise received first is always sold first. Filiale /(Filialbetrieb m) (retailing) 1. (eines Herstellers) manufacturer's sales branch, manufacturer's sales office, manufacturer's store branch store, branch house, branch office, branch establishment, sales outlet, outlet A retail store owned and operated by a manufacturer, sometimes as outlets for his goods, sometimes primarily for experimental or publicity purposes. 2. (eines Handelsunternehmens) retail store, retail outlet, sales outlet, outlet, branch store A subsidiary retailing business owned and operated at a separate location by an established store. 3. (einer Handelskette) chain store A subsidiary retailing business owned and operated at a separate location by an established store. Filialunternehmen η (Filialist m) (economics) (Unternehmen mit Filialbetrieben) branch es-

67 tablishment, multiple-store company, multiplestore enterprise, store chain The organization owning and operating chain stores, finanzieller Status m (economics) financial performance To measure financial performance, four types of standards are commonly employed for comparison. These are: the company's performance, competitors' performance, management expectations, and performance in terms of resources committed. Finanzjahr η —» Haushaltsjahr Finanzmarketing η 1. finance marketing 2. —y Bankmarketing Finanzmarktforschung / finance market research, finance marketing research, marketing research on the finance market finanzmittelbezogene Budgetierung / affordable method, all-you-can-afford method, affordable budgeting method, what-can-be-afforded method A method of budget determination in which a marketer allocates to marketing whatever money is left after all fixed and necessary expenses have been allotted money and a predetermined profit level has been established. Finanzplan m (economics) finance plan The plan specifying different financial needs and their timings. Finanzplanung / (economics) financial planning Financial planning includes both the treasury functions of procurement and management of funds and the controllership functions of budgetary planning and control. Firmenbezeichnung / (Firmenname f ) company name, corporate name The legal name of an organization. Firmenbild η —* Firmenimage firmeneigenes Lager η —> Firmenlager Firmeneindruck m (Firmenaufdruck m) —> Händlereindruck Firmenimage η (Unternehmensimage n, Corporate Image n) corporate image (C.I.) The image or impression created in the public mind by the name or symbol of a company or organization. Firmenlager η (firmeneigenes Lager n) (warehousing) field warehouse A producer-controlled storage space that separates part of the inventory. cf. Mietlager Firmenmarkt m —> akquisitorisches Potential Firmenphilosophie / —> Unternehmensphilosophie Firmentyp m (economics/marketing) type of firm Firmenvertreter m —> Handelsreisender

Flop Firmenwert m (Geschäftswert m) (economics) goodwill (of a company) That part of a company's value that reflects its reputation, image, and established market connections, all of which form that portion of its purchase price, in the case of a sale, that is not accounted for by its total net assets. Firmenzeichen η (Firmensignet η) company signature, signature, company logo, logotype, logograph The standard name or signature plate of a company, fixe Kosten pi (economics) fixed cost(s) (pi) fixes Kapital η (economics) fixed capital Any durable capital that is not used up within the year period and hence maintains its own form for a considerable period of time. Fixkosten pi (economics) fixed cost(s) (pi) That portion of a company's totaf costs that remains the same, regardless of business volume or production level. flache Hierarchie f (organizational sociology) flat hierarchy flache Organisationsstruktur f (organizational sociology) flat organization structure, brit organisation An orgnizational structure with few supervisory levels and wide spans of control (—» Kontrollspanne). Flaggschiff η (Flaggschiffprodukt η) (economics) flagship, flagship product Flaute / (Depression / , wirtschaftlicher Stillstand m, Baisse f ) (economics) depression A stage of the business cycle (—» Konjunkturzyklus) in which there is extremely high unemployment, wages are very low, total disposable income is at a minimum, and consumers lack confidence in the economy, flexibel adj flexible Flexibilität / flexibility flexible Break-even-Preissetzung / (economics) flexible break-even analysis Break-even analysis (—» Break-even-Analyse) tells a company how many units of a product it must sell in order for total product revenues to equal total product costs, but not whether it can actually sell that number of units at the specified price. This limitation can be partially overcome through flexible break-even analysis. Under this approach, the analyst draws a series of total revenue curves, each based on a different price for the product in question. On the basis of experience or market research studies, the analyst then estimates the expected sales volume for the product at each price, flexibler Preis m (economics) flexible price A situation in which the same products and/or quantities are offered to different customers at different prices. Fließgleichgewicht η moving equilibrium, pi equilibrium or equilibria Flop m (economics) flop

Floprate Floprate f (economics) flop rate Fluktuation / 1. (economics) fluctuation, turnover The measure of the staff mobility in an organization. 2. (economics) —» Absatzschwankung, Umsatzschwankung Fluktuationsbereitschaftf-* Markenwechsel Fluß m flow Flußdiagramm η (Ablaufdiagramm η, Programmablaufdiagramm η) (graphic representation) flow chart, flow diagram The sequential arrangement of steps in a process. Flußkarte f(graphic representation) flow map Flußmatrix / (Ablaufmatrix / ) (statistics) flow matrix, pi matrixes or matrices F l u ß s t u d i e / (statistics/economics) flow study, flow investigation In economics and statistics, the graphical presentation of the logical sequence of events in the form of a diagram, in which the stages are connected in a flow sequence. FOB-Preis m (fob-Preis m) (economics) F.O.B, price, F.O.B, factory price A pricing approach, under which the seller loads the merchandise aboard a transportation vehicle, at which time the buyer takes title to the merchandise. The buyer is then responsible for any transportation charges beyond that point. FOB is short for „free on board". Folgeauftrag m (Anschlußauftrag m) followon order, follow-up order Folgebedarf m (economics) follow-up and replacement demand The demand, and potential sales, associated with the requirements of consumers or industrial users after they have bought a piece of equipment. cf. Erneuerungsbedarf Folgebedttrfnis η (economics) follow-up and replacement need Folgerecht η (Folgeschutzrecht η) consequential right, droit de suite Folgeware / (Bruno Tietz) —» Erneuerungsbedarf; cf. Grundware fordern v/t (finanziell unterstützen) to sponsor, to patronize forensische Marktforschung / s u r v e y research in court procedures, forensic market research Form / s h a p e , form, format formaler Status m (formeller Status m) (sociology) formal status A formally designated position in a group with officially specified rights and duties. cf. informeller Status formales Produkt η formal product The larger „packaging" of the core product (—» Kemprodukt). It is what the target market recognizes as the tangible offer.

68 Formalogramm η (graphische Darstellung / der formellen Beziehungen in einer Organisation) (organizational sociology) formalogram The graphic representation of formal relationships in an organization. cf. Informalogramm Formgebung / (industrielle Formgebung f ) —» Design Formgebungstest m - * Produktgestaltung Formgestalter m Industriedesigner Formgestaltung/—» Industriedesign forschen v/i to research Forscher m researcher Forschung / research Forschung / und Entwicklung / (economics) research and development (R & D) Both the corporate process and personnel group using research into the physical properties and characteristics of product formulations or designs either employed by competitors or being considered for future use to further corporate marketing objectives. Forschungs- und Entwicklungsabteilung / (economics) research and development department, research and development, R & D department, R & D Forschungs- und Entwicklungsausgaben f/pl (economics) research and development expenditure, research and development expenses pi, R & D expenditure, R & D expenses pi The total costs of a firm's or industry's product development and process improvement, including those costs incurred by corporate-level units which can be directly attributed to the individual business. Forschungssystem η (marketing) research system, basic research system A marketing information system (MAIS) (—> Marketing-Informations-System) which is used to test decision rules and cause-and-effect hypotheses. Fortschreibung / (Fortschreibungsmittel η) —> Extrapolation, Trendextrapolation Fortsetzungsauftrag m (economics) continuation order, standing order (S.O.), follow-up order An order to supply a specified quantity of merchandise or advertising space or time till forbid (T.F.) as available or at regular intervals. Fortsetzungslieferung / (Nachlieferung f ) follow-up delivery Fortsetzungsrabatt m continuing discount, continuity discount A discount that is granted for advertisements that are run for an extended period of time or have a heavy schedule during a limited period of time. Fourieranalyse f (statistics) Fourier analysis, pi analyses —> Spektralanalyse Fragezeichen η (economics) question mark A product which is in a growth market but has a low

69 market share. Because of growth, these products require more cash than they are able to generate on their own since they have a low share of the market.

Franchise f (economics) franchise A contractual relationship under which the franchisor permits the franchisee to sell its products under a strict set of rules, to display the franchisor's sign, and to call upon the marketing and operating assistance of the franchisor, if required.

Franchising η (Franchise-System η) (economics) franchising, franchise system A special form of exclusive distribution (—» Alleinvertrieb) which consists in an arrangement whereby an organization (franchisor) which has developed a successful retail product or service extends to another organization (franchisee) for a fee the right to engage in the business provided they agree to follow the established pattern (-» Franchise).

Franchisegeber m (economics) franchisor Franchisenehmer m (economics) franchisee frei verfügbare Zeit/1. (freie Zeit/) free time That part of an individual's time that is neither work nor work related time, i.e. time spent to appear at work, nor subsistence time, i.e. time spent maintaining one's health.

2. (verfügbare Zeit /, freie Zeit / ) discretionary time, free time cf. Freizeit frei verfügbares Einkommen η (verfügbares Einkommen η) (economics) 1. disposable income That part of a consumer's or household's income that is left over after taxes and forced savings.

2. discretionary income That part of a consumer's or household's income that is available for spending and saving after an individual has purchased the basic necessities of food, clothing, and shelter, which he or she has the choice of spending or saving.

Freiberufler m freelancer, freelance A self-employed person, e.g., an independent artist, journalist, writer, etc. whose services can be contracted for on a single assignment,

freiberuflich adj freelance freiberuflicher Graphiker m (freischaffender Künstler m) freelance artist freie Marktwirtschaft/ (economics) free enterprise economy, free enterprise society, free market economy, free private enterprise A socio-economic system in which the production, distribution, and consumption of goods is regulated by market demands alone, hence a system based on a laissez-faire philosophy of government and on private property, competition, and freedom of decision by businessmen,

freies Kapital η (economics) free capital That capital which may be used in many different ways. It is not limited to a single type of productive process or a few closely related sets of productive

freiwillige Zusammenarbeit processes, but rather is usable in the production of quite different things,

freies Unternehmertum η (Unternehmerinitiative f ) (economics) free enterprise, free competitive enterprise, free private enterprise —» freie Marktwirtschaft Freihandel m free trade freihändige Vergabe / (economics) competitive bidding Many sales are finalized when sealed bids are opened and the contract is awarded to the lowest bidder. Prior to the opening of the bids, suppliers meet with the customers in order to determine their needs and to convince them that they should be placed on their „qualified bidder" list. The qualified bidders list is the all-important list of suppliers that a customer believes can provide the specified product or service.

Freihandmethode / (Freihandverfahren η) (graphic representation/statistics) freehand method, freehand technique Freihauslieferung / (Lieferung / frei Haus, Gratiszustellung/) (economics) free delivery, house delivery freistehende Warenauslage / (retailing) island display freiverkäufliches Arzneimittel η (apothekenpflichtiges Arzneimittel η) (economics) patent medicine, proprietary medicine, O.T.C., OTC Those items of medicinal use which may be sold over the counter (OTC) by pharmacists without a doctor's prescription. Freiversand m Gratisversand Freiwahl / —> Teilselbstbedienung (Selbstauswahl) freiwillige Gruppe / (freiwillige Handelsgruppe/) (retailing) voluntary group, informal buying group, pooling buying group A loosely connected group of independent middlemen who combine their buying activities informally.

—> Einkaufsgemeinschaft freiwillige Kette /(freiwillige Handelskette/) (retailing) voluntary chain, wholesale sponsored voluntary chain, voluntary wholesale chain A group of retail stores organized by a wholesaler around a common interest in the goods or services the wholesaler can provide, The wholesaler usually owns the common name under which the stores operate, and the relative responsibilities of the stores and the wholesaler are delineated in a written contract.

freiwillige Schlichtung / (freiwillige Schiedsgerichtsbarkeit/) voluntary conciliation freiwillige Zusammenarbeit /(freiwillige Kooperation / ) (group sociology) voluntary cooperation

Freizeichen Freizeichen η (economics) secondary meaning, secondary meaning mark Freizeit/ (Mußezeit f ) leisure time Both the free time that is not needed for the pursuit of practical necessities of life and the activities engaged in after the necessities have been attended to, including the temporary withdrawal from routine activity that is based on outwardly imposed social constraints and is not fully satisfying to the individual. Freizeitforschung / leisure time research, leisure research Freizeitsoziologie / (Soziologie / der Freizeit) sociology of leisure Freizeitzentrum η recreation center, brit centre —> Erholungszentrum Fremdbedienung / (Bedienung f ) (retailing) service, service selling, counter service —> Bedienung Fremdbedienungsgeschäft η —> Bedienungsgeschäft Fremdbedienungseinzelhandel m —» Bedienungsgeschäft Fremdbedienungsgroßhandel m Bedienungsgroßhandel Fremdenverkehr m tourism Fremdenverkehrsmarketing η tourism marketing, tourist marketing, travel marketing Fremdlager η (warehousing) public warehouse Public warehouses serve as storage facilities. An organization rents space in a warehouse instead of constructing its own facilities or using a merchant wholesaler's storage services. Public warehouses also provide other wholesaling activities. Frischestempel m (economics) (auf Warenpackungen) fresh sales life date The indication of fresh sales life on a package, as stipulated for many food products under German law. Frontalauslage /—> Vollsichtauslage Friihadopter m (Erstadopter m) (psychology/ market research) early adopter According to Everett M. Rogers' diffusion model, it is possible categorize consumers according to their degree of innovativeness. Commonly, five adopter categories are distinguished in the diffusion process. In this process, the early adopters who make up approximately 13.5 percent of the population are well integrated into the social system and are often leaders in the community, frühe Mehrheit f (psychology/market research) early majority Führerschaft / ( F ü h r u n g / , Leitung/) (group sociology/organizational sociology) leadership The exercise of influence and authority within a social relationship or group by one or more members. Führung/—» Führerschaft, Management Führungsklima η (group sociology/organizational sociology) leadership climate

70 Führungsstil m (organizational sociology) leadership style Führungsstruktur f (organizational sociology) leadership structure Füllmenge /(Füllinhalt m) (packaging) filling quantity Full Service m (Vollservice m) (economics) full service Full-Service-Genossenschaft / (Universalgenossenschaft / ) (economics) full service cooperative Full-Service-Konzeption / (economics) fullservice concept fungibel adj (economics) fungible Fungibilität f (economics) fungibility Funktion / function 1. In mathematics, an expression describing the relation between variables; the function taking on a definite value, or values, when special values are assigned to certain other quantities, called the arguments, or independent variables of the function. 2. An ongoing process. 3. The consequences of the existence or operation of a unit for other units in a system or for the system as a whole. funktional adj functional funktionale Gruppe / (Funktionsgruppe / , Leistungsgruppe/) (organizational sociology) functional group A group organized to further some special interest or attain a specific objective, such as a professional or occupational group, funktionale Kontrolle /(Leistungskontrolle / , fachliche Kontrolle / , sachbezogene Kontrolle / ) (organizational sociology) line control cf. Stabskontrolle funktionale Marketingorganisation / functional marketing organization, functional organization A type of marketing organization (—> Marketingorganistion) in which the manager of each functional area, or specialty, reports directly to the marketing vice-president, funktionale Planung / (marketing) functional marketing planning, functional planning The detailed network of activities that a company undertakes. This type of planning starts with a definition of the objectives of the function regardless of whether they are defined at the functional or at the corporate level, funktionale Theorie / der sozialen Schichtung (funktionalistische Theorie / der sozialen Schichtung) (sociology) functional theory of social stratification The theory that if any society is to maintain its existence, certain tasks must be fulfilled (ranging, for example, from waste disposal to directing defense against enemies).

71 funktionaler Einzelhandel m —> Einzelhandel funktionaler Großhandel m —> Großhandel funktionaler Status m (funktioneller Status m) (organizational sociology) functional status A social status within a group viewed in terms of the functions performed, rather than in terms of prestige or authority. funktionales Gleichgewicht η (social research) functional equilibrium, pi equilibriums or equilibria A type of equilibrium in which the social and cultural elements are interdependent. funktionales Gleichgewichtssystem η (social research) functional equilibrium system A system the cohesion of which is based on functional equilibrium. Funktionär m (Funktionsträger m) (organizational sociology) official, functionary Funktionalqualität /(Grundqualität / ) (Werner Pfeiffer) (economics) functional quality —» Grundnutzen; cf. Integralqualität Funktionen f/pl des Handels -> Handelsfunktionen

Futurscan-Modell Funktionsanalyse / (funktionale Analyse f ) (empirical social research) functional analysis In general, the analysis of a structure or organization that reveals the functional interdependence of its elements, In marketing research a technique of creative problem solving that develops innovation on the basis of an analysis of functions that require a solution. Funktionsmanagement η (economics) functional management Funktionsorganisation / (Funktionsglieder u n g / ) (marketing) functional organization brit organisation Funktionsrabatt m (Händlerrabatt m, Wiederverkäuferrabatt m) (economics) functional discount, trade discount, handling allowance A reduction off the list price given to a middleman by a producer for performing certain functions. Futurologie / (Zukunftsforschung f ) (sociology) futurology Futurscan-Modell η (marketing) Futurscan model, FSCAN model, FSCAN Essentially, Futurscan (FSCAN) is a model used to systematically speculate about alternative contingencies and their impact upon the future business environment.

G G a g e / f e e , honorarium, royalty Gain-Loss-Analyse / (Zu- und Abwanderungs-Analyse f ) (economics) gain-and-loss analysis Gantt process chart, Gantt chart, Gantt system A traditional device used for sequencing work on machines and monitoring progress, first devised by and named after Henry L. Gantt. There are two basic forms of the chart: the job or activity progress chart and the machine chart. Ganzheitslehre / (Ganzheitspsychologie / , Leipziger Schule f ) (psychology) holism, holistic psychology 1. In the broadest sense, the contention that wholes, or most wholes, are more than the sum of their parts. 2. In the social sciences, the theory that claims that society may, or should, be studied in terms of social wholes; that is, that the fundamental data of social analyses are not individuals or individual manifestations but rather societal laws, dispositions, and movements. 3. The theory that an organism is not equal to the sum of its parts and must be studied as a whole including the notion that increasing knowledge of separate, individual parts does not augment the understanding of the totality except by understanding these parts as expressions of the functioning of the organism as a whole. Garantie / (economics) guarantee, guaranty, warranty, also money-back guarantee A formal commitment by a seller, supplier, or manufacturer that his product performs as specified and that, if it should not or prove to be defective, some form of compensation or corrective action will be provided. Garantiegemeinschaft / —> Gütegemeinschaft Garantiepreis m (Preisgarantie f ) (economics) guaranteed price, price guarantee, guaranty against price decline, price protection An agreement on the part of a seller to make a proportionate refund to the buyer on all applicable items in the buyer's inventory at the time of a price reduction. garantieren v/t to guarantee, to warrant Garantieschein m (Garantiebrief m) (sales promotion) guarantee, guaranty, warranty An in-pack or on-pack coupon containing a warranty (—> Garantie). Gattungsbezeichnung / (economics) generic label, generic term, generic name A product or service label that applies to an entire category of goods. cf. Herkunftsbezeichnung Gattungsimage η generic image The image (-» Image), a type of product or product

lines have conveyed to a brand image or corporate (institutional) image. Gattungsmarke / (economics) generic brand, generic name, generic brand name, genericlabeled product, generic, mostly pi generics An unbranded product sold under its generic name (-» Gattungsbezeichnung) at a low price and with no frills. Gattungs-Produktmarkt (economics/marketing) generic-class product market Products that meet a common set of needs comprise a generic-class product market. cf. Produkttyp-Markt gebändigter Markt m (domestizierter Markt m) (economics) domesticated market (Johan Arndt) A market that has evolved from a state of free and atomistic competition into market characterized by a protected state of „orderly competition". Gebietsanalyse /—» Regionalanalyse Gebietsschutz m —> Ortsexklusivität Gebietsverkaufstest m (Gebietstest m) (market research) area sales test A test of marketing effectiveness in different sales areas which relates sales to planned variations in marketing and/or sales expenditure between areas. Gebrauchsanweisung / (Gebrauchsanleitung f ) operation instruction(s) (pi), instruction(s) (pi), instructions sheet, instructions slip Gebrauchsartikel m —> Gebrauchsgüter Gebrauchsgüter n/pl (langlebige Konsumgüter n/pl) (economics) durable goods pi, durable consumer goods pi, consumer durables pi, durables pi, hard goods pi, yellow goods pi, white goods pi Those consumer goods that provide a service over an extended period of time rather than being extinguished at the moment of consumption. Gebrauchsgüter-Panel η (market research) consumer durables panel Gebrauchsmuster η (economics) registered design A technical innovation of devices, tools, hard goods, or parts thereof that is legally registered in accordance with the stipulations of the German (—») Gebrauchsmustergesetz thus providing protection against unauthorized use. Gebrauchsmustergesetz η (economics) registered design law, registered design legislation Gebrauchsmusterrolle / (economics) design registration roll, design register Gebrauchsmusterschutz m registered design protection

73

Gelegenheit

Gebrauchsnutzen m (Gebrauchswert m) (economics) functional value, functional utility, functional product value, functional product utility That part of a product's or service's utility (—» Nutzen) which is confined to its performing a prescribed function.

Macht f ) (economics)

countervailing power,

countervailance (John Kenneth Galbraith) The general theory that, in developed capitalist societies, private economic power is held in check by the countervailing power of those who are subject to it. The first begets the second.

Gebrauchtwarenhandel m (retailing) second-

Gegengewicht η (Kompensationsfaktor m, ausgleichende Kraft/) counterpoise, counterpoise Gegenmacht /counter power, counter-power Gegenseitigkeit / (Wechselseitigkeit f ) mutuality Gegenseitigkeitsgeschäft η —» Kompensationsgeschäft Gegenstand m (Thema n, Stoff m) subject, theme

hand trade

Gegenwartswert m (economics) present value

cf. Geltungsnutzen, Zusatznutzen Gebrauchsprodukt η —> Gebrauchsgüter Gebrauchstest m (market research) usage test,

product use test A type of product test (—> Produkttest) intended to examine consumers' experience with a product over an extended period of time to find ways of improving its design or use of materials.

Gebrauchswert m —» Gebrauchsnutzen

gebrochener Preis m (economics) odd price,

odd-even price, odd/even price A form of psychological price (-» psychologischer Preis) that is set at any amount of money except even monetary units. Odd-even pricing has developed from the belief that consumers are more likely to buy a product at an odd price than at an even price.

Gebühr / f e e , charge gebunden adj (Preis) regulated, maintained, fixed gebundener Preis m (economics)

regulated

price, maintained resale price, fixed price —» Preisbindung Gedächtnis η (psychology) memory The capacity of an individual to retain, to recall, to reorganize, and to reproduce past experiences, events, and ideas. cf Erinnerung, Wiedererkennung

Gefangenendilemma η —» Häftlingsdilemma Gegenaktion / (Gegenmaßnahme f ) counteraction, counter-action Gegengeschäft η (Kompensationsgeschäft η) (economics) barter, barter transaction, barter business A transaction in which two parties decide to swap goods without an exchange of cash, i.e. the trading of products. Particularly in international trade, barter is a transaction involving payment in goods and cash.

Gegengeschäftsmittler m (Gegengeschäfts-

In its simplest form, the present-value method entails computing the present value of expected cash flows discounted at the cost of capital or target rate of return and comparing it with the cost of the project. A project is considered acceptable if the difference is positive and rejected if negative.

Gehalt η (Besoldung/) salary Gehalt m (Substanz f ) content, substance Gehaltsempfänger m salaried employee, salaried worker geklebter Karton m —> Pappe geknickte Nachfragekurve / (geknickte Preis-Absatz-Funktion f ) (economics) kinked

demand curve A characteristic demand curve (—> Preis-AbsatzKurve) in an oligopoly (—» Oligopol).

—> akquisitorisches Potential Geld η money Geldgesellschaft / (pekuniäre Gesellschaft / ) pecuniary society (Thorstein Vehlen) In his book The Theory of the Leisure Class (-» Schickeria), the American social critic Thorstein Veblen dramatized the spectacle of inequality in capitalist societies. The rich and successful were divorced from any serious economic function and denied the dignity of even a serious or indignant attack. They became, instead, a subject for detached, bemused and subtly contemptuous observation. The ostentation, waste, idlenes and immorality of the rich were all purposeful: they were the advertisements of success in the pecuniary culture.

makler m) (economics) barter broker

Geldrabatt m

Gegengeschäftsplan m (Tauschvereinbarung

Geldwirtschaft /

/ ) (economics) barter plan

change economy Geldwirtschaftskultur / (monetäre Kultur f ) monetary culture, monetary-exchange culture

Gegengeschäftsvereinbarung

/

(Gegenge-

schäftsanerkenntnis f ) (economics) due bill An agreement or statement for the barter of products or services.

gegengewichtige Marktmacht / (Gegengewalt /, ausgleichende Macht /, kompensierende

Barrabatt (economics)

monetary-ex-

Gelegenheit /(Gelegenheitskauf m) (retailing)

bargain An offer providing unusual value, normally a reduction in price.

Gelegenheitsarbeit Gelegenheitsarbeit f (industrial sociology) jobbing Gelegenheitsarbeiter m (industrial sociology) jobber, floater Gelegenheitskauf m —» Sonderangebotskauf Gelegenheitskaufen m (Sonderangebotekaufen n) bargain buying (bargain sales buying, colloq cherrypicking) The practice of consumers to buy only or preponderantly bargain products or services.

Gelegenheitspreis m —> Sonderangebotspreis gelenkte Wirtschaft / (System η der Wirtschaftslenkung) controlled economy gelenkte Zusammenarbeit / (gelenkte Kooperation/) directed cooperation gelenkter Wandel m (geplanter Wandel m) directed change gelernter Arbeiter m skilled manual worker, workman, pi workmen —> Facharbeiter Geltungsbedürfnisse n/pl (psychology) esteem needs pi —> Bedürfnishierarchie Geltungskonsum m ostentativer Konsum Geltungsmuße / —> ostentative Muße Geltungsnutzen m (Prestigenutzen m) (Wilhelm Vershofen) (economics) prestige value, prestige utility That portion of a product's or service's utility that imparts prestige on its owner and goes beyond its mere functional utility (—> Gebrauchsnutzen).

cf. Gebrauchsnutzen, Zusatznutzen Geltungsverschwendung / —> ostentative Verschwendung Gemeindezentrum η (Community Center n) (retailing) community center, community shopping center A type of shopping center (—» Einkaufszentrum) that is likely to have a medium-sized department store as well as from five to 15 smaller specialty shops and some convenience stores in addition to a supermarket and/or a drugstore.

Gemeinkosten pi (economics) overhead cost(s) (pi), overhead Those expenses of a general nature that are not attributable to a specific product or service, but apply to a business as a whole,

gemeinnütziges Unternehmen η —» öffentlicher Versorgungsbetrieb Gemeinschaftsausstellung / cooperative exhibition Gemeinschaftsbezug m (retailing) pooled buying, cooperative buying, cooperative purchasing The informal combination of orders by functional middlemen (-» Mittler) who join their efforts in an informal buying group (—* Einkaufsgemeinschaft). Under a cooperative buying arrangement, indepen-

74 dent noncompeting retailers join together for the purpose of buying merchandise.

Gemeinschaftsforschung/syndicated research Any research sponsored or conducted jointly by several clients who in one way or another collaborate in the investigation.

Gemeinschaftshandelsgesellschaft /(economics) manufacturer's sales office, manufacturer's wholesaler An establishment owned and operated by a manufacturer apart from his plants out of which his salesmen may work, and which houses stocks from which deliveries may be made to customers.

Gemeinschaftsmarke / (economics) cooperative brand Gemeinschaftsmarketing η cooperative marketing The process by which independent producers, wholesalers, retailers, consumers, or combinations of them act collectively in buying or selling or both.

Gemeinschaftsmarktforschung / cooperative market research, syndicated market research —> Gemeinschaftsforschung, Gemeinschaftsstudie Gemeinschaftsnachfrage / (economics) joint demand The demand for a number of industrial products, especially raw materials and component parts, that occurs when two or more items are used in combination to produce a product.

Gemeinschaftsproduktion / (economics) coproduction, joint production Gemeinschaftsstudie / (Gemeinschaftsuntersuchung/) (empirical social research) syndicated study, syndicated investigation, syndicated analysis, syndicated survey Any research study which is shared by at least two, regularly more clients.

Gemeinschaftsunternehmen η (Gemeinschaftsprojekt η) (international marketing) —> Joint venture Gemeinschaftsvertrieb m (economics) cooperative distribution Channel cooperation between two or more business organizations in the field of distribution.

Gemeinschaftsvertriebsgesellschaft / (economics) cooperative distributor Gemeinschaftswarenhaus η (Kollektivwarenhaus η, Kaufmannswarenhaus η, Ladengemeinschaft / ) (retailing) planned shopping center, controlled shopping center, shopping plaza A shopping center (—> Einkaufszentrum) that is constructed by noncompeting private owners to contain a complementary mix of stores that provide one-stop shopping for family and household needs.

Gemeinschaftswerbekatalog

m

(Gemein-

geradlinige Preiselastizität der Nachfrage

75

schaftskatalog m) file catalog, brit catalogue, combination catalog A reference medium made up of standardized catalogs of different individual advertisers in a single bound volume,

gemischte Wirtschaft / (Mischwirtschaft f ) mixed economy An economic system that combines elements of public and private ownership of the means of production.

gemischtes Spiel η (theory of games) mixed game, mixed motive game, mixed strategy (theory of games) In the theory of games the concept of a strategy has been generalized to allow a player to choose between his or her pure strategies at random but with prescribed probabilities. So a strategy may involve using the 1th pure strategy with probability pv Such a strategy is called a mixed strategy or a prisoner's dilemma game if more than one pt is nonzero.

Gemischtwarengeschäft η (Gemischtwarenhandlung f ) (retailing) general store, country general store A small retailing business unit, not departmentized, usually located in a rural community and primarily engaged in selling a general assortment of merchandise of which the most important line is food and the more important subsidiary lines are notions, apparel, farm supplies, and gasoline.

Gemischtwarenhandel m (economics) general goods trade, variety trade —» Gemischtwarengeschäft Gemischtwarenladen m —> Gemischtwarengeschäft Generalist m (organizational sociology) generalist An organization which draws upon a variety of resources and produces a variety of products for exchange with its environmental sources.

Generalklausel / (des Wettbewerbsrechts) (economics) general clause of the German Unfair Competition Act The stipulation of § 1 of the German Unfair Practice Act (—> Gesetz gegen den unlauteren Wettbewerb) (UWG), that unfair practice (Verstoß gegen die guten Sitten) may justify claims for damages and result in a cease and desist order.

Generalunternehmer m (economics) general contractor, prime contractor Generalvertreter m (economics) general sales representative, general representative cf. Bezirksvertreter, Versandhandelsvertreter generisches Marketing η generic marketing, generic concept of marketing (Philip Kotier) —> Metamarketing genetische Marke / - » Gattungsmarke Genomotiv η genomotive (William Stern) An innate, unconscious motive.

cf. Phänomotiv

genormte Verpackung / (genormte Packung f ) (economics) standardized package, standard package Genossenschaft / (Kooperative f ) (economics) cooperative, co-operative A voluntary organization of consumers or producers who jointly own and wholly or partly finance the organization to achieve a common end or purpose, usually to secure economic benefits for all members of the cooperative,

genossenschaftlich adj (economics) cooperative, cooperative Genossenschaftsbewegung / (genossenschaftliche Bewegung f ) (economics) cooperative movement, co-operative movement Genossenschaftsladen m —» Konsumgenossenschaft Genossenschaftswesen η (economics) cooperativism, co-operativism genotypische Funktion/(einer Organisation) (organizational sociology) genotypic function (of an organization) The type of activity in which an organization (—» Organisation) is engaged as a subsystem to the larger society, i.e., the basic throughput by which its social existence is legitimized.

Genußgüter n/pl (Genußmittel η) —> Luxusgüter geographische Angabe / (geographische Warenbezeichnung/) —> Herkunftsangabe geographische Preisdifferenzierung / (economics) geographic pricing A pricing strategy which involves reductions for transportation costs or other costs associated with the physical distance between the buyer and the seller.

geographische Verbreitung / geographic distribution geographische Verbreitungsanalyse / geographic distribution analysis geographische Verteilung / (räumliche Verteilung f ) (demography) spatial distribution, areal distribution geplante Obsoleszenz/(geplante Veralterung / ) planned obsolescence, managed obsolescence, (eingebaute Obsoleszenz) built-in obsolescence The intentional effort on the side of producers to make an existing product out of date in order to increase the market for replacement products,

geradlinige Preiselastizität / der Nachfrage (economics) unitary price elasticity of demand, unitary elasticity The demand curve (—» Nachfragekurve) for a product is said to be characterized by unitary elasticity when a change in price has no effect on total revenue.

76

gerechter Preis gerechter Preis m (economics) fair price Fair price is a theory, rather than a real phenomenon, that implies that among many people there seems to have developed a kind of social learning which causes them to judge the propriety of a price for an item so that they buy more of it and more willingly at that price than at a lower or higher price,

gerechtes Spiel η (theory of games) fair game, equitable game A game consisting of a sequence of trials in which the cost of each trial is equal to the expected value (—» Erwartungswert) of the gain from each trial,

gerichtete Strategiematrix / (economics/marketing) directional policy matrix gerichteter Graph m (sociometry) directed graph

gerichtlich (richterlich, Gerichts-) adj judiciary Geringstkosten pl (economics) minimum cost Geruchstest m —» Geschmacks- und Geruchstest Gesamtbevölkerung/(demography) total population Gesamtergebnis η (Gesamtzahl /, Reihensumme /, Spaltensumme / ) (in einer statistischen Tabelle) totals pl, sum total Gesamtkosten pi (economics) total cost Gesamtkostenverfahren η (economics) total cost approach An analytical approach to profit decisions which recognizes that distribution decisions have a critical impact on total business costs and that, therefore, analysis of various alternate distribution plans involving channels of distribution warehouses, rail versus air versus truck versus water shipping systems, is crucial to the maximizing of profit within each firm's internal and external constraints.

Gesamtmodell η —» Totalmodell Gesamtumsatz m (economics) total sales pl, total business, total turnover A measure of sales achievement expressed in quantitative, physical or volume terms. The total revenue generated by the sale of merchandise and/or services during a given period.

Gesamtumsatzrabatt m (economics) total sales discount, volume discount, patronage discount A type of quantity discount (—» Mengenrabatt) allowed on the basis of the amount of business with one firm.

Gesamtwirkung /

(Gesamteffekt m)

(path

analysis) total effect The gross sum of the direct and indirect effect in a path model (—» Pfadmodell).

Gesamtzahl / (Gesamtergebnis η, Reihensumme /, Spaltensumme / ) (in einer statistischen Tabelle) totals pl Geschäft η (Unternehmen n, Firma / ) business

Geschäftsabzeichen η corporate logotype, corporate logograph, name flag nameplate, name slug, logo Geschäftsatmosphäre / (retailing) store atmospherics pl construed as sg The conscious designing of a store's space to create emotional effects that enhance the probability that consumers will buy.

Geschäftsbezeichnung/corporate name —» Firmenbezeichnung Geschäftsbindung / (Geschäftstreue /, Geschäftsloyalität f ) —» Ladentreue Geschäftsfläche /(retailing) gross leasable area (GLA) geschäftsfahrender Angestellter m —> Manager Geschäftsführung / (Geschäftsleitung f ) —> Management Geschäftsgestaltung / (retailing) store engineering, store design The design of the architectural character or decorative style of a store, in which the intended projected image of the store should play a large part. Geschäftsgewerkschaft /business union Geschäftsimage η —» Ladenimage Geschäftsjahr η (economics) fiscal year (FY), fiscal (Geschäftsjahr 2005: fiscal 2005) Geschäftskarte / (Visitenkarte f ) business card Geschäftstreue f —> Ladentreue Geschäftswert m —> Firmenwert Geschäftszentrum η 1. (Stadtmitte /, Stadtzentrum η) central business district (CBD), central commercial district, central city, downtown business district, central traffic district The dominant commercial district and central retail shopping area of a city the daytime population of which is very much larger than its nighttime population.

2. (gewachsenes Einkaufszentrum η) (retailing) central business district (CBD), central shopping district The downtown area in a city which has traditionally been the hub of retailing, the location of the main units of department stores, major apparel specialty stores, jewelry stores, and other shopping goods stores.

cf. Einkaufszentrum geschlechtliche Arbeitsteilung / (Arbeitsteilung / zwischen den Geschlechtern) (industrial sociology) sexual division of labor, brit sexual division of labour The division of labor between the sexes in a given society.

77 geschlossene Warenauslage / (retailing) closed display, closed assortment display The display of merchandise in showcases or behind glass, often kept locked,

geschlossener Markt m (economics) closed market geschlossenes System η (geschlossenes Sozialsystem n) closed system, energy-tight system, isolated system A type of social stratification in which there is little or no possibility of individual mobility and in which the position of each individual tends to be based on ascriptive criteria, such as race or the circumstances of birth.

cf. offenes System Geschmacksfiihrer m (communication research/empirical social research) taste maker An opinion leader (-» Meinungsführer) in the area of taste and style.

—> Modeführer Geschmacksmuster η (economics) registered design —> Gebrauchsmuster Geschmacksmusterschutz m (economics) registered design protection Geschmackstest m (market research) taste test Gesellschaft / i m Überfluß -> Überflußgesellschaft Gesetz η der Agglomeration im Einzelhandel (economics) law of retail gravitation (William J. Reilly) A formula for determining the interchange of retail trade between cities that purports to tell at what distance from one city a consumer would be indifferent to going to either city.

Gesetz η gegen den unlauteren Wettbewerb (UWG) (economics) Unfair Practice Act Gesetz η gegen Wettbewerbsbeschränkungen (Kartellgesetz) (GWB) (economics) Cartel Law, Anti-Trust Act Gesetz η von Engel —» Engelsches Gesetz Gesetz η von Schwabe —» Engelsches Gesetz gesetzliche Schutzrechte n/pl —» gewerblicher Rechtsschutz Gestalt/1. shape, form 2. (psychology) gestalt, gestalt, form, configuration

Gewerbegebiet Gestaltfaktor m (psychology) gestalt factor Any condition favorable to the perception of a whole or totality.

GestalfTestigkeit / (psychology) form quality Gestaltgesetz η (Gestaltfaktor m) (psychology) gestalt law The principles of perception as formulated in gestalt psychology.

Gestaltpsychologie / (Berliner Schule /, Gestalttheorie/) (Kurt Koffka, Wolfgang Köhler, Max Wertheimer) gestalt psychology, gestalt theory, gestaltism, form psychology, configurational psychology A school of thought that asserts that each thing in a group of associated things must be considered in its relation to the whole group rather than merely as an independent object, since a subject will respond to the group as a whole as well as to its components.

Gestaltqualität / (psychology) gestalt quality, form quality Gestaltung / (Gestaltungsarbeit / ) design, artistic design, creative design, creative work, creation Gestaltungsgesetz η (Gestaltungsgrundsatz m) design rule, creative rule Gestaltungskunst /(künstlerische Gestaltung f ) creative art, art design, arts and crafts pi Gestaltungsmaterial η (Gestaltungsmittel ΦΙ) Gestehungskosten pi —» Selbstkosten gesteuertes System η controlled system gestörte Periodizität / (einer Zeitreihe) (statistics) disturbed periodicity (of a time series) cf. verborgene Periodizität gestörte Schwingung / (einer Zeitreihe) (statistics) disturbed oscillation (of a time series) A continual shift of period and amplitude in the oscillation of a time series,

gewährleistete Qualität / der Partie (durch Abnahmeprüfung gewährleistete Qualität / der Partie) (statistical quality control) lot quality protection Gewährleistung/warranty, guarantee

An organized, coherent whole whose parts are determined by laws intrinsic to the whole rather than being randomly juxtaposed or associated,

The formal commitment by a seller, supplier, or manufacturer that his product performs as specified and that, if it should not or prove to be defective, some form of compensation or corrective action will be provided.

gestalten v/t to form, to frame, to design, to shape, to create, to fashion Gestalten η —> Gestaltung Gestalter m creative artist, creative, designer, visualizer, artist, artsman, draftsman, draftswoman, also draughtsman, draughtswoman gestalterisch adj creative

Gewährleistung / d e r Durchschnittsqualität / (statistical quality control) average quality protection, average outgoing quality level Gewerbe η (Handelstätigkeit /, Geschäft η) (economics) business —> Industrie Gewerbegebiet η (Industriegebiet η, gewerb-

Gewerbeschule liehe Vorstadt / ) (social ecology) employing suburb, industrial suburb, industrial area Gewerbeschule / 1 . (Gewerbefachschule f ) Am technical high school

2. (Handelsschule / ) trade school Gewerkschaft / (Arbeitnehmerverband m) trade union, trade-union, trades-union, labor union, brit labour union An association of workers organized to advance the special interests of its members,

gewerkschaftlich geschlossener Betrieb m closed shop, union shop An enterprise or plant that only employs members of a labor union (-» Gewerkschaft).

cf. Open Shop Gewerkschaftsdemokratie/union democracy Gewerkschaftswesen η (Gewerkschaftsbewegung f ) unionism, Am labor unionism, brit trade unionism, trade-unionism gewillkürte Prognose / (gewillkürte Voraussage / , gewillkürte Vorhersage / , intuitive Prognose / , willkürliche Prognose f ) judgment forecast A forecast based on more or less expert assessment of prospective developments rather than on projections or extrapolations.

Gewinn m (Profit m) (economics) profit The amount by which the total revenues of an enterprise exceed its total cost. In accounting, profits are defined as income minus expenses (depreciation on buildings and machines is included in expenses).

Gewinnanalyse / (statistics) gain analysis Gewinnanteilsmethode / (der Budgetierung) 1. percentage-of-profit method (of budgeting) The method of determining marketing expenditure as a percentage of either past or expected profits.

2. (projektiv) percentage-of-anticipated-profit method, percentage-of-expected-profit method 3. (historisch) percentage-of-last-year's-profit method, percentage-of-previous-profit method Gewinnfunktion / (eines Spiels) (theory of games) gain function (of a game) Gewinnklemme/profit squeeze

78 Gewinn-Optimierungs-Planung / profit-optimization planning An approach to developing marketing plans which requires that the manager give explicit recognition to the relationship between sales volume and the various elements of the marketing budget as represented in the sales equation.

Gewinnschwelle / (Break-even-Punkt m, Breakeven m) (economics) breakeven point, break-even The point at which sales revenue exactly covers all expenditure and neither profit nor loss is being made.

Gewinnschwellenanalyse / —> Break-evenAnalyse Gewinnspanne / (Gewinnmarge f ) (economics) margin of profit, profit margin The difference between the quantity of goods sold at net selling prices in total and the same quantity of goods at total cost.

Gewinn- und Verlustrechnung / —> Gainund-Loss-Analyse Gewinnziel η profit objective An overall goal that describes the role of profit in an organization's long-range plans. Profit objectives, which usually are stated in terms of sales monetary volume or percentage change, are normally set at a satisfactory level rather than at a level designed for profit maximization,

gewogene Zeitreihe/(gewichtete Zeitreihe/) (statistics) weighted time series gewogener Durchschnitt m (gewogenes Mittel ή) (statistics) weighted average, weighted mean The average of a set of numbers after multiplying each number by a quantity (weight) expressing its relative importance in the data base.

Gewohnheit / habit A pattern of behavior that occurs consistently and without specific consideration. Once established, it usually requires repetition in order to persist for any significant period of time.

Gewohnheitskauf m habitual purchase A purchase decision that is made so rapidly that it appears to be based on habit.

A situation of decreasing gross margins with simultaneously increasing operating expenses,

Gewohnheitskaufverhalten η (habituelles Kaufverhalten ή) habitual buying behavior

gewinnmaxiniale Menge f (economics) profit-

A pattern of buying behavior that occurs routinely and consistently without specific consideration.

m a x i m i z i n g quantity The quantity that corresponds to the point where marginal revenue (MR) equals marginal cost (MC),

gewinnmaximaler Preis m (economics) profitm a x i m i z i n g price The point on the demand curve that corresponds to the profit-maximizing quantity.

Gewinnmaximierung / (economics) maximization of profits

Gewinnmaximum η (economics) profit maximum, maximum profit

Giifen-Effekt m (Giffen-Fall m, Giffen-Paradox n) (economics) Giffen effect (Sir R. Giffen) The paradoxical movement of demand in the same direction as price, instead of following the classical laws of supply and demand. The Giffen effect has been observed for inferior goods.

—> externe Konsumeffekte Glanzfolie / (packaging) glossy foil, transparent foil, anti-dim foil, (zum Kaschieren) glassine, lamination

Goodwill

79

Glanzkarton m (Glanzpappe/) (packaging) 1. glazed board 2. (gestrichen) coated board Glanzpapier η —> Hochglanzpapier Gleichgewicht η (Equilibrium η, Gleichgewichtszustand m) equilibrium, pi equilibriums or equilibria 1. In general, a stable or balanced condition within a system. 2. The general tendency for any given social system to remain the same or, if undergoing change, to remain balanced so that the various elements of the system do not become grossly distorted. 3. Market systems determine prices and allocate resources through the forces of supply and demand. In the market system, consumers and producers act independently of one another, i.e., the system is decentralized. In response to prices, consumers purchase goods to maximize their satisfaction or utility, and producers purchase inputs and produce goods to maximize profits. The primary concern of economists with the equilibrium of such a system is whether the system allocates resources properly.

Gleichgewichtsanalyse / (Analyse / eines im Gleichgewicht befindlichen Systems) equilibrium analysis, pi equilibrium analyses Gleichgewichtsfähigkeit f-* Homöostase Gleichgewichtsmodell η equilibrium model Gleichgewichtspaar η (theory of games) equilibrium pair Gleichgewichtspunkt m (theory

of

games)

equilibrium point Gleichgewichtszustand m equilibrium state A state in which no irreversible processes occur in the system and there are no exchanges with the outside world.

gleichmäßig bessere Entscheidungsfunktion / (statistical hypothesis testing) uniformly better

decision function

current observation and those immediately preceding it for the period of a year,

gleitende Saisonschwankung / (gleitende saisonale Schwankung/(statistics) moving seasonal variation A type of seasonal variation (-» Saisonschwankung) which changes in the course of time. Gleitpreis m (economics) flexible price, mov-

ing price A situation in which the same products and/or quantities are offered to different customers at different prices. The flexibility may consist of setting different prices in different markets based on geographic location, varying prices depending on the time of delivery, or customizing prices based on the complexity of the product desired. Glied η (Derm η) (mathematics/statistics) term

Gliederungszahl

/

(Gliederungsziffer

f)

(statistics) ratio An expression of the relative magnitude between two or more values or elements in a series and their total. Gliedziffer / (Verkettungsziffer f ) (statistics)

link-relative The value of a magnitude in a given period divided by the value in the previous period for an index.

Gliedzahlenmethode / (nach Persons) (statistics) link-relative method of seasonal adjustment, method of link-relatives (Warren M. Persons) Gliedziffernmethode / ( d e r Saisonanpassung) (statistics) link-relative method (of seasonal adjustment), method of link relatives (Warren M. Persons) Globalanalyse /global analysis Globalansatz m global approach globale Marke / —> Weltmarke Globalmarketing η (globales Marketing η) global marketing (Theodore Ε. Levitt)

A decision function (-> Entscheidungsfunktion) the risk function (—> Risikofunktion) of which is smaller than any other risk function.

The application of a uniform worldwide marketing strategy by companies that sell a fairly standard product or service in markets all over the world,

Gleichmäßigkeit / (Gleichförmigkeit / , Uniformität / , Regelmäßigkeit / , Einheitlichkeit f ) uniformity Gleichordnung / —> Koordinierung Gleichung / (mathematics/statistics) equation Gleichung / der Rechnungslegung (scaling) accounting equation gleich verteilt (identisch verteilt) adj (statistics) identically distributed Gleichverteilungslinie/(in der Lorenzkurve) (statistics) line of equal distribution —» Lorenzkurve gleitende Jahressumme / (statistics) moving annual total

globale Marktforschung / global market research Gompertzfunktion / (statistics) Gompertz function

A series derived from an observed time series (-» Zeitreihe) in which each term consists of the

That part of a company's value that reflects its reputation, image, and established market connections,

An exponential growth function (curve) the dependent variable of which is a double exponential function of the independent variable. Gompertzkurve f (statistics) Gompertz curve, growth curve A trend curve for which the rate of change, i.e. growth or decline, increases or decreases at a constant rate. Gompertz-Modell η (statistics) Gompertz

model Goodwill m (Firmenwert m) goodwill

Gossensche Gesetze all of which form that portion of its purchase price, in the case of a sale, that is not accounted for by its total net assets. Gossensche Gesetze n/pl —» Bedürfnissättigungsgesetz (1. Gossensches Gesetz), Bedürfnisausgleichsgesetz (2. Gossensches Gesetz) Grabbeikiste / (für Sonderangebote) -> Wühlkiste (Wühltisch) Gratifikation / ( B e f r i e d i g u n g / , Belohnung/) (psychology) gratification The satisfaction of an individual's need(s) (—> Bedürfnis). Gratifikationsmuster η (Muster η der Bedürfnisbefriedigung) (psychology) gratification pattern The pattern which characterizes an individual's mode of satisfying his or her needs (—» Bedürfnisbefriedigung). Gratifikationsprinzip η gratification principle, principle of gratification Gratisangebot η (economics) free offer, gratuitous offer Gratismuster η (Gratisprobe f ) (economics) free sample, gratuitous sample Free samples are use to stimulate trial of a product, to increase sales volume in early stages of the product's life cycle (-» Produktlebenszyklus) or to obtain desirable distribution. Gratisprobe/—¥ Gratismuster Gratisversand m (Freiversand m) free mailing Gratiszustellung f —» Freihauslieferung grauer Markt m (economics) gray market, brit grey market —» Direktabsatz grauer Preis m (economics) gray market price, brit grey market price Gravitationsmodell η (Huff-Modell η) (retailing) gravitation model, H u f f s model, Huff model A widely used model for forecasting trading areas (—» Einzugsbereich) that was developed by David Huff. The model calculates the probability that an individual will patronize a shopping center. That probability is a function of the size of the shopping area, the travel time required for the individual to reach the shopping area, and a parameter that reflects the difference in travel times that individuals are willing to expend for various products. Greifbühnentest m (Schnellgreiftest m, Greiftest m, Schnellgreifbiihnentest m) (market research) pickup test, pick-up test, product pickup test, product pick-up test A studio test designed to examine the immediate attraction of products or product packages. Greiftest m —> Greifbühnentest Grenzanbieter m (Grenzbetrieb m) (economics) marginal enterprise

80 Grenzbedingung / ( E x t r e m b e d i n g u n g / ) (statistical hypothesis testing) boundary condition Grenzerlös m (economics) marginal revenue (MR) The increment in total revenue resulting from the sale of one additional unit of a product, considered from the point of view of sliding down the demand curve. Grenzkosten pi (economics) marginal cost (MC) The addition to total cost resulting from the production of one additional unit of a product. It is the extra cost a firm incurs when it produces one more unit of a product. Grenzkostenpreis m (economics) marginal cost price, marginal cost Grenzkostenrechnung / (economics) marginal costing, marginal-cost pricing The pricing of additional sales on the basis of merely the direct costs with overhead costs (-» Betriebsunkosten) being recovered from existing sales. Grenzlinie / (Trennungslinie / , Grenze f ) division, dividing line, boundary Grenznutzen m (economics) marginal utility The increase in utility (-> Nutzen) due to purchasing or consuming one additional unit of a good or service. Grenzpreis m (economics) marginal price A price based on marginal cost. Grenzrate / der Substitution (economics) marginal rate of substitution The differential quotient indicating the amount of a product a consumer has to give up to obtain the same utility (—> Nutzen), by increasing the number of units purchased of a product. Grenzverteilung / (statistics) limit distribution Grenzwert m (economics) marginal value Grenzwertbetrachtung/—» Marginalanalyse Grenzwertsatz m (statistics) marginal value theorem Großabnahmerabatt m (economics) patronage discount A type of discount allowed on the basis of the amount of business done with one firm and intended to honor supplier loyalty. Großabnehmer m (economics) bulk purchaser, bulk buyer Großbetrieb m (economics) large-size enterprise, large-scale enterprise Großeinkauf m (economics) large-scale purchase, large-quantity purchase, bulk purchase Großeinkäufer m (economics) large-scale purchaser, large-scale buyer, large-quantity purchaser, large-quantity buyer, bulk purchaser, bulk buyer Größenklasse / size class Größenordnung / , (Größe / , Umfang m) dimension, order, magnitude

81

Großhandel m (economics) 1. (Institution) wholesale trade, the wholesalers pi All establishments or places of business primarily engaged in selling merchandise to retailers: to industrial, commercial, institutional, farm, or professional users; or to other wholesalers: or acting as intermediaries, i.e. agents or brokers, in buying merchandise for or selling merchandise to such persons or companies.

2. (Funktion) wholesaling, wholesale trading All activities involved in selling goods or services to those who are buying for the purpose of resale, or business or institutional use.

Großhandelsbetrieb m (Großhandelsflrma f , Großhandelsunternehmen η) (economics) wholesaler, wholesale business, wholesale merchant, wholesale company, also jobber, distributor, supply house (Filiale) wholesale outlet A business unit which buys and resells merchandise to retailers and other merchants and/or to industrial, institutional, and commercial users but which does not sell in significant amounts to ultimate consumers.

Großhandelsdispositionszentrum η (Trade Mart m) (economics) trade mart, mart, trade center A relatively permanent facility that firms can rent in order to exhibit products year round. In them, products such as furniture, home decorating supplies, toys, clothing, and gift items are sold to wholesalers and retailers.

Großhandelsfläche/ —» Verkaufsfläche Großhandelsformat η (GroßhandeLspackung /, Großverbraucherpackung / ) (economics) institutional size, b o n u s p a c k size, extra size pack A package or product size intended to satisfy the needs of institutions, such as hospitals, hotels plants, restaurants, or wholesalers rather than that of private households or individual consumers.

Großhandelsfunktion/—> Großhandel Großhandelsindex ra (Großhandelspreisindexra)(economics) obsol wholesale price index (WPI) Großhandelskette / (economics) wholesale chain chain of wholesalers Großhandelslager η (economics) wholesale store, wholesale warehouse Großhandelsmarketing η (economics) wholesale marketing Großhandelsmarkt m —» Großmarkt Großhandelsmarktforschung / wholesale market research Großhandelspanel η (market research) wholesaler panel survey, wholesaler panel study, wholesaler panel investigation, wholesaler panel

Großverbrauchergeschäft Großhandelspreis m (economics) wholesale price Großhandelspreisindex m -h> Großhandelsindex Großhandeisrabatt m (economics) wholesale discount Großhandelsreisender ra —> Reisender Großhandelsspanne / (Handelsspanne / des Großhandels) (economics) wholesale trade margin of profit, wholesale trade margin, wholesale margin The difference between a wholesaler's net sales and the cost of goods sold, i.e. between the quantity of goods sold at net selling prices in total and the same quantity of goods at total cost.

Großhandelsunternehmen η —» Großhandelsbetrieb Großhandelszentrum η (Standortzentrum η, Kooperationszentrum η) (economics) wholesale center, wholesaling center, trade center, mart, trade mart Großhändler m (economics) wholesaler, wholesale dealer, wholesale merchant, distributor, also jobber An intermediary (—> Absatzmittler) who performs certain marketing functions for his customers (usually retailers) and their suppliers (usually manufacturers).

Großhandlung / —» Großhandelsbetrieb, Großhändler Grossierer ra obsol —> Großhändler Grossist ra —» Großhändler, Pressegrosso Großmarkt m (Erzeugergroßmarkt m, Versorgungsgroßmarkt m) (economics) wholesale market, central market, trade center, merchandise mart A relatively permanent facility that firms can rent in order to exhibit products year round. In them, products such as furniture, home decorating supplies, toys, clothing, and gift items are sold to wholesalers and retailers.

Grossorabatt ra —» Großhandelsrabatt Großraumladen m —» Discountbetrieb, Supermarkt, Verbrauchermarkt Großsupermarkt m (retailing) super-supermarket, hypermarket, hypermarche, superstore A low-cost, high-volume, limited-service retail operation that in addition to the services provided by a supermarket fills such routine purchasing needs as personal-care products, alcoholic beverages, tobacco products, some apparel, low-priced housewares hard-ware items, gasoline, consumable lawn and garden products, stationery and sewing supplies, some leisure-time products, and household services.

Großverbraucher ra (economics) institutional consumer, large-scale consumer Großverbrauchergeschäft η (economics)

Großverbraucher-Rabatt

82

large-scale consumption dealer, institutional consumer dealer Großverbraucher-Rabatt

m

(economics)

bonus, bonus discount Großverpackung/—» Familienpackung, Großhandelsformat Grundaufforderungswert m —» Aufforderungswert Grundbedarf m (Primärbedarf tri) (Wilhelm Vershofen) (economics) basic demand, primary demand The demand suited to satisfy basic physiological needs such as hunger, thirst, shelter, etc. In economics, the demand for a type of product without regard to a specific brand.

cf. Zusatzbedarf Grundbedürfnis η (Primärbedürfnis η, Grundverlangen η) (psychology) basic need —> physiologisches Bedürfnis, Bedürfnis Grundindustrie / (Grundstoffindustrie / , Schlüsselindustrie f ) (economics) basic industry Grundkonzept η (Grundkonzeption f ) basic concept Grundlage / (Basis /, Fundament n) foundation Grundlagenforschung / basic research, pure research All research conducted with the sole intent of gaining knowledge without regard to its practical application.

Grundnachfrage / —> Grundbedarf Grundnutzen m (Wilhelm Vershofen) (economics) basic utility The technical and functional utility of a product or a service.

seek a compromise in negotiations between the buyer and seller.

Grund ware / (economics) basic product, primary product —» Erstausstattung; cf. Folgeware Grundwert m —> Basiswert Gruppenentscheidung / (kollektive Entscheidung/) (economics) group decision, collective decision A corporate or consensual decision made by a group, i.e. one made either by a majority vote or by consensus.

—> Methode des Gruppenentscheids; cf. Individualentscheidung Gruppengeist m (Esprit m de Corps, Korpsgeist m) group mind, esprit de corps, group thought The collective spirit that characterizes a social group and is to be distinguished from that of its individual members.

Gruppenmarketing η group marketing, horizontal marketing, horizontal marketing cooperation A type of cooperative marketing whose cost is shared by two or more marketers at the same level in the channel of distribution.

Gruppenmoral /(Gruppengeist m) (group sociology) group morale The prevailing spirit in a specific group characterized by confidence and a willingness to strive for group goals.

Gruppierung/ (Gruppieren η) grouping The process of summarizing quantitative individual data in classes. Gutachten η expert opinion, expert advice, expertise

cf. Zusatznutzen Grundpreis m (economics) base price, basic price

Gutachter m (Sachverständiger m) expert referee

The standard price at which a product or a service, may be purchased by anyone.

Gütegemeinschaft / (economics) grade label association, certification mark association, quality label association Güter n/pl (economics) goods pi Any tangible things which people consider useful and are willing to exchange for other merchandise or products. Goods are broadly classified as either consumer goods or industrial goods.

Grundsätze m/pl (Prinzipien n/pl, Methode/, Taktik /, Verfahren η, Vorgehensweise /, Politik/, politische Linie/) policy Grundschulausbüdung / (Volksschulausbildung /, Hauptschulausbildung f ) elementary education, elementary school education grundstoifverarbeitende Industrie f (econom-

ics) secondary industry cf. Grundstoffindustrie Grundstücksmakler m (wholesaling) real es-

tate broker A broker (—> Makler) who brings buyers and sellers together to exchange real estate. The broker is a gobetween, not a permanent representative of either the buyer or the seller. Real-estate brokers often

gute Sitten f/pl business practice

Güter n/pl des gehobenen Bedarfs (economics) shopping goods pi Those consumer goods which the customer in the process of selection and purchase characteristically compares on such bases as suitability, quality, price and style.

Güter n/pl des täglichen Bedarfs —> Convenience Goods Güterklassifikation /(Gütertypologie/) (eco-

83

nomics) classification of goods, typology of goods Güterstrom m (economics) flow of goods Gütertest m —> Warentest Gütertypologie/—> Güterklassifikation Gütesiegel η —> Testsiegel

Gutgrenze Gütezeichen η (economics) grade label, certification mark, quality label Gutgrenze / (zulässiges Qualitätsniveau η, annehmbare Qualität/der Lieferung) (statistical quality control) acceptable quality level (AQL) —> Abnahmegrenze, Annahmegrenze

Η Haftetikett η adhesive label, self-adhesive label, pressure-sensitive label Haftfolie / (Haftklebepapier η, Selbstklebepapier η) pressure-sensitive adhesive, pressure-sensitive adhesive paper Häftlingsdilemma η —> Gefangenendilemma Halbfaltschachtel / half-slotted container with separate cover (HSC) Halbfabrikat η (Halbfertigware / ) (economics) semifinished product, brit semi-finished product, semifinished goods pi, brit semi-finished goods pi, semi-manufactured goods pi, fabricating materials pi Raw material which has been processed into a stable form which requires only dimensional changes to permit its incorporation into a product, including raw materials which have gone through some stages of manufacturing but require more processing before they can be used.

Halbkarton m paperboard, thin cardboard Halbselbstbedienung / —> Teilselbstbedienung (Selbstauswahl) Handel m (economics) 1. (Funktion) (Handelsverkehr m) trade, trading, commerce 2. (Institution) distributive trades pi, the trades pi A collective term designating the institution and the function of both wholesalers and retailers particularly those involved in selling directly to consumers.

Handelsadreßbuch η trade directory, commercial directory A directory for a particular line of trade.

Handelsaktivität /(economics) trade activity Handelsbeauftragter m trade agent, agent, sales agent An intermediary who does not take title to the products he ships, resells, or distributes. Depending on the industry, agents are called brokers (—> Makler) manufacturers, agents, sales agents or commission agents (—> Kommissionär).

Handelsbefragung/—» Händlerbefragung, Einzelhandelsbefragung, Großhandelsbefragung Handelsbetrieb m —> Handelsunternehmen Handelsbrauch m (Handelsusance f ) (economics) trade practice, commercial practice, commercial usage, practice of trade Handelsdynamik / —» Dynamik der Betriebsformen Handelsfirma / —> Handelsunternehmen Handelsforschung / (economics) commercial research, trade research

Handelsfunktion f (economics) trade function, function of trade Handelsgehilfe m —> kaufmännische(r) Angestellte(r) Handelsgewohnheit/—» Handelsbrauch Handelsgut η (Handelsware f ) (economics) merchandise, (pi Güter) commercial goods pi, commodity Handelshof m (Abholgroßhandlung f ) —> Cash-and-Carry-Betrieb Handelskette / (Rudolf Seyffert) 1. trade chain, chain of distribution, dealer chain, chain of dealers —» Absatzweg 2. —» freiwillige Handelskette Handelskettenmethode / (Handelskettenanalyse f ) (Rudolf Seyffert) (economics) trade chain analysis, chain of distribution analysis, dealer chain analysis Handelskettenspanne / -» Gewinnspanne, Handelsspanne, Distributionskosten Handelsklasse / (Güteklasse f ) (economics) quality grade, market grade, grade label, grade A predetermined Standard of quality classification applied to individual units or lots of a commodity.

Handelsklausel /(usually pi Handelsklauseln) International Commercial Terms pi (incoterms) Handelslager η (economics) trade warehouse Handelsmakler m (economics) merchant broker A functional middleman ( - » Absatzmittler), whose services to a principal are intermittent. He has limited authority to make terms, and he finances his principal only under unusual circumstances.

Handelsmanagement η (Unternehmensführ u n g / i m Handel) (economics) 1. (im Einzelhandel) retail management 2. (im Großhandel) wholesale management Handelsmanager m (economics) 1. (im Einzelhandel) retail manager 2. (im Großhandel) wholesale manager Handelsmarke / (Händlermarke f ) (economics) dealer's brand, dealer brand, private brand, private label, private distributor brand, middleman's brand, retailer's brand A brand sponsored by a merchant or agent as distinguished from a brand sponsored by a manufacturer or producer.

Handelsmarketing η (economics) dealer marketing, dealers' marketing, trade marketing —> Einzelhandelsmarketing, Großhandelsmarketing

85 Handelsmesse / t r a d e show A show used by manufacturers to arouse retailers' or dealers' interest in their products, usually involving only a particular industry or industry segment. Handelspanel η —» Einzelhandelspanel, Großhandelspanel Handelsreisender m (Handlungsreisender m) salaried salesman, travel salesman, manufacturer's agent, manufacturer's salesman, manufacturer's salesperson, manufacturer's representative A manufacturer's employee fulfilling the function of a sales representative who receives commissions on sales made to wholesalers or retailers in a specified territory. The manufacturers' agent is the most common type of merchandise agent. Handelsrevolution / (economics) commercial revolution Handelssortiment η —> Sortiment Handelsspanne / (economics) gross margin, gross profit, trade margin of profit, trade margin The difference between the quantity of goods sold at net selling prices in total and the same quantity of goods at total cost. Handelsstatistik / (economics) trade statistics pi construed as sg Handelsstruktur f (economics) trade structure, commercial structure Handelsstufe f (economics) trade level Handelsstufenrabatt m (economics) trade discount, dealer discount A reduction off the list price given to a middleman by a producer for performing certain functions. A trade discount usually is stated in terms of a percentage or series of percentages off the list price. Handelstätigkeit / Gewerbe handelsübliche Preissetzung / (branchenübliche Preissetzung f ) (economics) customary pricing Pricing under which goods are priced primarily on the basis of tradition, handelsüblicher Preis m (branchenüblicher Preis m) (economics) customary price A price set primarily on the basis of tradition. Handelsunternehmen η (Handelsfirma / , Handelsbetrieb m) (economics) commercial enterprise, trade company Handelsusance/—» Handelsbrauch Handels verband m (economics) trade association, dealer association, dealers association Handelsverkehr m (economics) trade, commerce Handelsvermittlung / (economics) trade brokerage Handels Vermittlungshandel m (economics) brokerage trade —» Handelsmakler Handelsvertreter m (Handelsagent m) (whole-

Händlerpanel saling) sales representative, commercial representative, sales agent, selling agent, commercial agent, trade representative, trade agent, merchandise agent An agent or representative who operates on an extended contractual basis. He often sells all of a specified line of merchandise or the entire output of his principal, and frequently has full authority with regard to prices, terms, and other conditions of sale. Handelsware /(often pi Handelswaren) (economics) commercial goods pi, commercial product, merchandise, commodity A physical item, especially one to which value has been added, that is offered for sale on the market. It consists of a tangible product, i.e., a physical object, an extended product, i.e., the unseen services and ancillary features such as packaging which accompany the tangible product, and the generic product, i.e., the essential benefit the buyer seeks in the product. Handelswissenschaft / —> Handelsforschung Handelszentrum η (Handelsstadt f ) (social ecology) commercial city A city which relies heavily on commerce in its activities. Handelszone/—> Einzugsbereich Handelszugabe / (sales promotion) trade premium An offer of merchandise, either free, at a reduced cost, or at nominal cost as an immediate inducement to purchase a product. Handhabungstest m (market research) handling test A product test designed to establish whether a new product is easy to handle. Händler m (economics) dealer, merchant A firm that buys and resells merchandise at either retail or wholesale. —> Einzelhändler, Großhändler Händlerbefragung / (market research) dealer survey, dealer interview Händlerdichte /(economics) dealer outlet density, outlet density Händlerhilfen //pi (Verkaufshilfen //pi für Händler) (promotion) 1. dealer aids pi, sales aids pi, merchandising materials pi, point-ofpurchase material, also dealer helps pi, promotional material Any promotional material furnished by manufacturers to retail outlets. 2. (Paket von Materialien) promotional kit, promotional package Händlerkatalog m (promotion) dealer catalog, brit dealer catalogue Händlermarke/—> Handelsmarke Händlerpanel η (market research) dealer panel, dealer panel investigation —> Einzelhandelspanel, Großhandelspanel

Handler-Promotions Händler-Promotions f/pl —> Verkaufsförderung Händlernachlaß m (sales promotion) 1. free merchandise Free merchandise is sometimes offered to resellers that purchase a stated quantity of the same or different products. Occasionally, free merchandise replaces money as payment for allowances provided through other sales promotion methods.

2. merchandise allowance A manufacturer's agreement to pay resellers certain amounts of money for providing special promotional efforts such as advertising or displays.

Händlerrabatt m (sales promotion) 1. dealer allowance, trade discount A temporary price reduction to resellers for purchasing specified quantities of a product.

2. (für Verkaufsförderungsmaßnahmen) promotion allowance, merchandising allowance, buying allowance 3. buy-back allowance A specified sum of money that is given to a purchaser for each unit bought after an initial deal is over.

4. count and recount promotion The payment of a specific amount of money for each product unit moved from a reseller's warehouse in a given time period.

—> Händlernachlaß, Funktionsrabatt Händlerwettbewerb m (promotion) dealer contest, contest A contest (—» Wettbewerb) open to retailers, distributors or wholesalers. Dealer contests are used quite often to stimulate sales or to achieve some specific sales objective.

Händlerzugabe / (sales promotion) dealer loader A gift that is given to a retailer who purchases a specified quantity of merchandise.

Handlungskosten pi (Handlungsunkosten pi) —> Gemeinkosten, Vertriebskosten Handlungsreisender m —» Handelsreisender Handwerk η (das Handwerk η) (economics) crafts pi, the crafts pi, handicraft Handwerker m (Kunsthandwerker m, Mechaniker m in einer Agrargesellschaft) artisan Handwerker m craftsman, pi craftsmen, handicraftsman, pi handicraftsmen, skilled manual worker —» Facharbeiter Handwerkergilde / (Handwerkerzunft /, Handwerkerinnung/) craft guild Handwerkswirtschaft / (Handwerkerwirtschaft/) (economics) handicraft economy A preindustrial economic system based upon the production of goods by artisans or skilled craftsmen without the aid of powerdriven machinery.

Hauptabsatzgebiet η (economics) major sales

86 area, sales area, primary marketing area (P.M.A.), primary market area (P.M.A.), heartland 1. The principal area of sale for a product or service. 2. The geographic area from which a retail outlet draws the bulk of its customer base, i.e., the area around a retail outlet or a shopping district, the residents of which patronize the outlet or district to a relevant degree.

Hauptgeschäft η (retailing) main store, parent store, flagship store The central store of a retailer operating two or more branch stores.

Hauptgeschäftszeit /(Hauptgeschäftsstunden f/pl) (economics) peak hours pi, peak business hours pi, main business hours pi Hauptverbreitungsgebiet η (Kernverbreitungsgebiet ή) (economics) (Produkt) primary marketing area (P.MA.), sectional center Hauptverdiener m (Ernährer m, Lohnempfänger m) (in einem Haushalt) main wage earner, wage earner, bread winner, bread-winner That person in a household (—> privater Haushalt) or family who contributes the most to the household's or family's total income.

Hauptware / (Hauptprodukt η) (economics) (im Gegensatz zur Zugabe) basic product Hausbesuch m (Kontaktbesuch m) (economics) call, canvas, canvass The visit of a sales representative to a customer or prospective customer

Hauseigentümer m (Hausbesitzer m, Hauswirt m, Hausherr m) landlord Hausfrau /housewife, pi housewives Haushalt m 1. (privater Haushalt m, Familienhaushalt rri) (empirical social research/demography) household, home, domestic group TTie aggregate of persons occupying a common dwelling unit (a house, an apartment, a group of rooms, or a single room), whether or not those persons are kinsmen.

2. -> Budget 3. —» öffentlicher Haushalt Haushalt m mit mittlerem Einkommen (economics) median-income household Haushaltsabdeckung / —» Haushaltsreichweite Haushaltsangestellte(r) (f(m) (Haushaltshilfe f ) domestic servant, household employee Haushaltsbuch η (marketing research) household book Haushaltsbuchforschung / (market research) household book research Haushaltsbudget η (Etat m eines Haushalts) (market research) household budget The financial statement of the recorded and/or projected revenue and expenditure of a household.

Haushaltscharakteristik / (Haushaltsmerk-

87

Hendry-Marketing-Simulation

male n/pl, demographische Merkmale n/pl eines Haushalts, demographische Charakteristika n/pl der Mitglieder eines Haushalts) (empirical social research) household characteristics pi

2. (alleinstehend) primary individual Haushaltszusammensetzung / (statistics/empirical social research) household composition

The expression or statement of the demographic composition, habits, economic and educational status, and composition of a household.

Haushaltung/—> Haushalt 1. Hausierhandel m (Hausiergewerbe η) (economics) door-to-door selling, door-to-door sales pi, house-to-house selling, hawking, peddlery, peddling

Haushaltseinheit/—> Konsumentenhaushalt Haushaltseinkommen η (economics) income of household, household income Haushaltsführung/feconomics) household administration, household management The determination of the objectives of, and policies for, the management of the household, including the detailed direction and supervision of all the processes which take place daily in every normal household.

Haushaltsgröße / (economics) household size Haushalts-Investitionsgiiter n/pl —> Gebrauchsgiiter Haushaltsjahr η (economics) fiscal year (FY) Haushaltsmanagement η (Haushaltsführung / ) (economics) household management —» Haushaltsführung Haushaltsnettoeinkommen η (economics) net income of a househould, household net income 1. The personal income remaining after the deduction of taxes on personal income and compulsory payment such as social security levies. Because net income is a ready source of buying power (—» Kaufkraft) the total amount available is important to marketers. 2. That portion of household income, in excess of the amount necessary to maintain a defined or historical standard of living (-» Lebensstandard), which may be saved with no immediate impairment of living standards or may be as a result of consumer decision relatively free of prior commitment or pressure of need.

Haushaltsorganisation / (Haushaltsstruktur / ) domestic organization, brit domestic organisation, household organization, brit household organisation Haushaltspackung/—» Familienpackung Haushaltsplan m (economics) budget Haushaltssättigung/—» Sättigung Haushaltstheorie / (mikroökonomische Haushaltstheorie f ) (economics) microeconomic theory Haushaltsvorstand m (demography) 1. head of household, head of family, household head, householder, family head The person responsible for the management of a household. In Germany, the term has been replaced by Bezugsperson for anyone who either gives himself or herself that name or is given it by other members of the household in an interview.

Information about the number of household members, their ages, sexes, and relation to one another.

One of three major types of nonstore retailing (—> Streckenhandel). Traditionally, the door-to-door salesperson has been an independent entrepreneur selling products by calling directly on customers in their homes or places of business.

Hausmann m househusband Hausmarke / 1 . private label, house brand, private brand, dealer's brand Goods produced for exclusive labeling by distributors, retailers, or other middlemen.

2. (eines Großhändlers/einer Handelskette) controlled brand, controlled label 3. (die Waren) private-label goods pi, private brand goods pi, private brands pi, private distributor brands pi Hausmarkenstrategie /(marketing) private labeling, private-labeling strategy, private label strategy A product-overlap strategy (—» Produktiiberschneidung) under which a manufacturer produces a brand under someone else's name,

hautenge Verpackung /skin-tight package hedonisches Prinzip η (hedonistisches Prinzip η, Prinzip η des Hedonismus) hedonic principle, hedonistic principle Hedonismus m hedonism A theory of value and motivation which holds that the ultimate values and motives of human action lie in the pleasure produced for the individual or the community, and in the avoidance of pain. In economics, hedonism was the leading psychological principle of classical economics, until the school of marginal utility (-» Grenznutzen) was developed in the 19th century,

hedonistisch adj hedonistic Heimarbeit f (economics) homework, domestic labor, brit domestic labour The economic system whereby manufacturing is done by workers in their homes using materials furnished by an entrepreneur who pays for the work of manufacture by the piece.

Heimdienst m (distribution) home-delivery service, free-delivery service Hendry-Marketing-Simulation / Hendry marketing simulation A marketing simulation system developed by the American Hendry Corporation. It includes a series of models that deal with market share, sales volume, and profit results, based on such inputs as the levels

88

herabgesetzter Preis of advertising expenditures, prices, and distribution. A hallmark of Hendry simulation is its emphasis on sets of brands and products and sets of consumers themselves who define the structure of competition with their purchasing and brand-switching behavior,

herabgesetzter Preis m (economics) 1. reduced price, cut price A lowered price for an established product.

2. —> durchgestrichener Preis Herfindahl-Index TO (der Industriekonzentration) (economics) Herfindahl index (of industrial concentration) The summed squares of firm sizes, with the sizes expressed as proportions of the total industry size.

Herkunftsangabe / (Herkunftsbezeichnung f ) (economics) mark of origin, mark of geographical origin Herkunftstäuschung / (economics) deceptive mark of origin, misleading mark of origin Hermeneutik / (philosophy) hermeneutics pi construed as sg The theory and method of interpreting meaningful human action.

Hersteller m (Produzent TO, (Erzeuger m) (economics) producer, manufacturer herstellereigene Verkaufsfiliale / (economics) manufacturer's sales branch, branch house, branch store, branch office, manufacturer's sales outlet, manufacturer's sale office, manufacturer's store, branch house, branch establishment, sales outlet, outlet An establishment maintained by a manufacturer, detached from the headquarters establishment and used for the purpose of selling his products or providing service.

Herstellerhaftung/-» Produzentenhaftung Herstellermarke / (Industriemarke / ) (economics) producer's brand, manufacturer's brand, national brand, manufacturer brand A brand (—> Marke) that has been initiated by a producer and makes it possible for the producer to be identified with the product at the point of purchase.

cf. Händlermarke Herstellermarkensystem η —» Markenartikelsystem Herstellerrisiko η —» Produzentenrisiko Herstellerwerbung / Unternehmenswerbung Herstellerzugabe / (promotion) factory-pack premium A direct premium which is attached in some way (e.g. as an in-pack, an on-pack, a container premium) to the product as it is delivered by the producer.

Herstellung /(Produktion/) production, manufacture, manufacturing Herstellungskosten pi (Produktionskosten

pi) production costs pi, manufacturing costs pi, cost of production, cost of manufacture Herstellungsleiter m (economics/advertising) production manager Heterogenität / (Fremdartigkeit /, Verschiedenartigkeit /, Uneinheitlichkeit f ) heterogeneity, heterogeny 1. In the broadest sense, the condition of an object or subject being different from or dissimilar with another object or subject. 2. In statistics, the condition of coming from populations with unequal variances.

cf. Homogenität Hierarchie / hierarchy In the most general sense, any grouping, grading and ranking of objects or subjects in such a manner that an arrangement or classification in an ascending or descending order results.

Hierarchie / der Bedürfnisse (Bedürfnishierarchie / ) hierarchy of needs (Abraham H. Maslow), hierarchy of motives, motive hierarchy, motivational hierarchy The arrangement of human needs (-» Bedürfnis) into a hierarchy of ranks.

Hierarchie / der Entscheidungsbefugnisse —> Befehlshierarchie Hierarchie / der Mittel und Ziele (organizational sociology) hierarchy of means and ends (Herbert A. Simon) The hierarchal system of decision-making (-» Entscheidung) in formal organizations under conditions of bounded rationality.

Hierarchiebildung / (Hierarchisierung f ) hierarchization hierarchische Kontrolle/—> Stabskontrolle hierarchische Leitungsautorität / —> Stabsautorität hilfreiche Kooperation / (hilfreiche Zusammenarbeit / ) auxiliary-action cooperation A type of cooperation in which all participants help each other with some of them making up for the weaknesses of others.

cf. arbeitsteilige Kooperation, Kooperation durch gemeinschaftliches Handeln Hilfsarbeiter m (ungelernter ArbeiterTO)unskilled worker, unskilled manual worker cf. angelernter Arbeiter, Facharbeiter Hilfsarbeiterschaft / (ungelernte Arbeiterschaft /, die Hilfsarbeiter m/pl, die ungelernten Arbeiter m/pl) unskilled labor, brit unskilled labour Hilfsbetriebe m/pl des Marketing facilitating agencies pi of marketing Facilitating agencies are functional specialists performing special tasks for members of a marketing channel (—» Absatzweg) without getting involved in directing or controlling channel decisions.

Hilfsgeld η subsidy

89 —» Subvention Hilfsgut η (Hilfsgüter n/pl) industrielle Hilfsgüter Hilfsleistung / (Unterstützung / , Fürsorge / , Fürsorgeleistung / , Fürsorgeunterstützung / ) relief Hilfsquelle/(Hilfsmittel n) resource —> Ressource Hilfsstoff m —> Betriebsstoff historische Analogie / (marketing) historical analogy An environmental scanning technique (-» Umweltbeobachtung) which is used where past data cannot be used. To scan an environmental phenomenon, the phenomenon is, therefore, studied by establishing historical parallels with other phenomena, historische Methode / der Budgetierung 1. historical method (of budget determination) Any of a variety of methods by which the budget is established on the basis of past performance, be it last year's sales, surplus or the like. 2. (auf den letzten Jahresumsatz bezogen) percentage-of-last-year's sales method 3. (bezogen auf die Überschüsse des letzten Jahres) percentage-of-last-year's surplus method, percentage-of-previous-year's surplus method cf. umsatzbezogene Budgetierung, gewinnbezogene Budgetierung historische Schule / (der Nationalökonomie) (economics) historical school Hobby η (Steckenpferd η) hobby A leisure time distraction to which an individual devotes a considerable amount of time at more or less regular intervals. Hochkonjunktur / (Boom m) (economics) prosperity phase, prosperity A stage of the business cycle (—» Konjunkturzyklus) during which unemployment is low and aggregate income is relatively high, which causes buying power to be high (assuming a low inflation rate), hochleistungsmotivierter Mensch m (Mensch m mit hoher Leistungsmotivation) (psychology) high achievement motive subject —> Leistungsmotivation; cf. niedrigleistungsmotivierter Mensch Hochpreispolitik f (economics) high-price policy, skimming policy The policy of setting a price high initially with the objective of getting the best out of the market rather than the most. —> Marktabschöpfung, Abschöpfungsstrategie hochrechnen (projizieren) v/t (mathematics/ statistics) to project, to raise —> Hochrechnung Hochrechnung / (Projektion / ) (mathematics/ statistics) projection, raising The mathematical process by which parameters of

Homogenität populations are obtained from sample values within known error limits. Hochrechnungseffekt m (HochrechnungsWirk u n g / ) —> Projektionseffekt Hochrechnungsfaktor m (mathematics/statistics) projection factor, inflation factor, raising factor, expansion factor Hochschule/(Universität/) university Höchstgrenze/—> Obergrenze, Maximum Höchstpreis m (economics) 1. maximum price 2. premium price A type of skimming price (—» Abschöpfungspreis, Abschöpfung) which is an initial high price that remains more or less high. 3. umbrella price A higher price that is maintained in order to provide an umbrella for the small high-cost competitors. Höchstrabatt m (economics) maximum discount Höchstwert m —> Maximum hohe Hierarchie / (organizational sociology) tall hierarchy An organizational structure with many supervisory levels and narrow spans of control. cf. flache Hierarchie Höhenwachstum η —> vertikales Wachstum höhere Ausbildung / h i g h e r education höhere Berufsstände m/pl (akademische Schichten/^»/) professional classes pl höhere Einkommensgruppe / (höhere Einkommenskategorie f ) higher income bracket höheres Dienstalter η (höherer Dienstrang m) seniority Hökerhandel m (economics) street trade, street trading, huckstering homo oeconomicus (economics) economic man In classical economic theory, the term denoted a relatively low level abstraction thought to be descriptive of human nature. It stressed self-interestedness, the securing of pleasure and the avoidance of pain, and rational calculation based on excellent knowledge of market conditions. In modern economic theory, it denotes a highly abstract model of human action for analytical purposes only. In this model the simple assumption that the ends of action are given for the purposes at hand is focal, and in addition the assumption of perfect rationality and perfect knowledge of market conditions may be added. Thus it becomes possible to determine the rational allocation of scarce resources to the achievement of certain accepted ends. Homogenität / homogeneity 1. In the broadest sense, the condition of an object or subject being alike or similar with another object or subject. 2. In statistics, the condition of coming from populations with equal variances. cf. H e t e r o g e n i c

homolog homolog (übereinstimmend, entsprechend) adj homologous Homologie / (Entsprechung / , Übereinstimm u n g / , gleiche Lage / ) homology A similarity or association based on the correspondence in origin, development, and structure, homöostatischer Trieb m —» Primärbedürfnis Homöostase / (Gleichgewichtsfähigkeit / , Fließgleichgewicht η) (cybernetics) homeostasis The maintenance of the steady state; as applied to living organisms, this refers to the many adjustments made to keep the organism in a rather constant environment internally in spite of the fact that there may be many variations in external environment, homöostatisches Modell η (Gleichgewichtsmodell η) (organizational sociology) homeostatic model A model which has the capacity for self-regulation, adjustment and balance of function, homöostatisches System η (cybernetics) homeostatic system A system which has the capacity for self-regulation, adjustment and balance of function, horizontale Absatzwegeintegration / (economics) horizontal channel integration, horizontal integration The various links or stages of a marketing channel may be combined under the management of a channel leader (-» Absatzwegekapitän) either horizontally or vertically. Integration may stabilize supply, reduce costs, and increase coordination of channel members. horizontale Arbeitsgruppe / (sociology of work) horizontal work group A work group of people whose jobs are identical or similar with regard to their level of status, skill, qualification, authority, and income. cf. vertikale Arbeitsgruppe horizontale Arbeitsstrukturierung/(Arbeitsplatzausweitung f ) (psychology of work) job enlargement The inclusion of more tasks in a given job in order to make it more satisfying. cf. vertikale Arbeitsstrukturierung horizontale Arbeitsstrukturierung / durch Wechsel der Arbeitsinhalte (ArbeitsplatzRingtausch m) (psychology of work) job rotation cf. vertikale Arbeitsstrukturierung horizontale Clique f (industrial sociology) horizontal clique An informal group of peers in an organization. cf. vertikale Clique horizontale Diversiiikation / (horizontale Diversifizierung/) (economics) horizontal diversification Horizontal diversification refers to new products

90 which technologically are unrelated to a company's existing products, but can be sold to the same group of customers to whom existing products are sold. In the case of concentric diversification, the new product may have certain common ties with the marketing of an existing product of the company, but it is sold to a new set of customers. In horizontal diversification the customers for the new product are drawn from the same ranks as those of the existing product. horizontale Integration / (sociology) horizontal integration, lateral integration The integration of those organizational activities and units that are at the same level of its command structure. cf. vertikale Integration horizontale Kommunikation / (communication research) horizontal communication The communication between individuals and/or units that are at the same level. cf. vertikale Kommunikation horizontale Konkurrenz / -* horizontaler Wettbewerb horizontale Koordinierung/(horizontale Koordination f ) (organizational sociology) horizontal coordination, horizontal co-ordination, lateral coordination, lateral co-ordination The coordination of organizational activities and/or units that are at the same level of its command structure. cf. vertikale Koordinierung horizontale Migration f (marketing) horizontal migration One of two alternative market dominance strategies (-> Marktbeherrschung). Horizontal migration refers to offering unrelated products or services to the same customer group because of the positive behavioral and psychological franchise. cf. vertikale Migration horizontale soziale Distanz f (sociology) horizontal social distance The social distance between individuals or groups at the same status level. cf. vertikale soziale Distanz horizontaler Wettbewerb m (horizontale Konkurrenz f ) (economics) horizontal competition Competition between two marketing institutions at the same level. Horizontal competition consists of rivalry between firms in the same industry. cf. vertikaler Wettbewerb horizontales Marketing η horizontal marketing Developing a horizontal strategy requires examining interrelationships among business units and developing those interrelationships that will enhance the competitive advantage of the units. cf. vertikales Marketing

91 horizontales Wachstum η (Breitenwachstum n) horizontal growth Any growth that does not involve an increase in levels. cf. vertikales Wachstum Hortungsorientierung / (Erich Fromm) (psychoanalysis) hoarding orientation A syndrome of traits including inner drives for orderliness, saving, punctuality, and respect for authority that meet the economic needs of the middle class in the 19th century. cf. Marketingpersönlichkeit Hülle f (packaging) wrapper, wrap Huff-Modell η (Huffs Modell η) (retailing) —> Gravitationsmethode Human Engineering η (Arbeitspsychologie f ) (psychology of work) human engineering, human factors engineering The area of applied psychology and engineering which concerns itself with the design of the physical conditions, machines and other equipment in relation to human capabilities, learning capacities, efficiency and comfort, humanes Marketing η human concept of marketing Human-Factor-Bewegung / (industrial sociology) human factor movement Humanisierung / (Humanisieren η) humanization, humanizing

Hygienefaktor Humankapital η (menschliches Kapital η, Human Capital η) (economics) human capital The amount of a society's knowledge made possible by research and education. The personal cost of education includes forgone earnings, tuition, and books and supplies. cf. Sachkapital Human Relations pi (industrial sociology) human relations pi construed as sg, industrial human relations pi construed as sg The study of the relationship between people working together, seen as an interdisciplinary investigation of social relations in industry, embracing sociology, social anthropology and social psychology. Human-Relations-Soziologie / (industrial sociology) human relations sociology Hund m —> Armer Hund hundertprozentige P r ü f u n g / m i t Ablehnung der Ausschußstücke (statistical quality control) screening inspection Hydrasystem η Schneeballverfahren Hygienefaktor m (industrial psychology) hygiene factor (Frederick Herzberg) According to Frederick Herzberg, two sets of factors - hygiene and motivators - determine an employee's level of job satisfaction and motivation. The hygiene needs stem from the individual's builtin drive to avoid pain. Hygiene factors are found in the job environment, such as company policy and administration, working conditions, and salary.

I Ich-Beteiligung / (Ego-Involvement η) (psychology) ego involvement The degree to which one's attitude toward something affects the self-concept.

Idealimage η ideal image, image ideal, ideal self-image A view of how one would like to be.

Idealprodukt η (market research) ideal product Idealproduktmodell η (market research) ideal product model Idealpunktmodell η (empirical social research/multidimensional scaling) ideal-point model The central idea of distance models in multidimensional scaling is that the proximity of points in a space is used to represent their empirical similarity or equivalently that distance represents their dissimilarity. Given a set of distances it is always possible to reconstruct the configuration of points which generated them.

Idealtypus m (Idealtyp m) (Max Weber) (theory of knowledge) ideal type, pure type A conceptualization or mental construct composed of a configuration of characteristic elements of a class of phenomena used in social analysis.

cf. Realtypus Idealvektonnodell η (market research) ideal vector model Ideenentwicklung / (Ideenentwicklungsinterview η) (marketing planning) idea development interview (IDI), idea generation interview - » Kreativitätstechniken Ideenfenster η —> Phantasiefenster Ideenfindungsmethode / —> Kreativitätstechnik Ideenproduktion / (marketing planning) generation of ideas, idea generation The processes whereby businesses or other organizations seek product ideas that will help them achieve their objectives.

Ideenselektion / (marketing planning) screening ideas, idea screening In the process of screening ideas, those that do not match organizational objectives are rejected. Those with the greatest potential are selected for further development. Screening product ideas involves a general assessment of the organization's resources; it attempts, through forecasting techniques, to make an early projection of economic payoffs.

Ideenskizze/—» Rohentwurf Identifikation /identification Identifizierung/mit der eigenen Arbeit (psychology of work) sense of workmanship, workmanship

identische Nachbildung / -> sklavische Nachahmung Identitätspolitik / corporate communication, corporate communications pi construed as sg Ideogramm η (Begriffszeichen n, Begriffssymbol n, graphisches Symbol n) ideograph, ideogram 1. A pictograph (—» Piktogramm) symbolizing an object or an idea. 2. The graphic record obtained from apparatus recording a subject's unconscious movements.

ideographisch adj ideographical Image η (Vorstellungsbild η, Vorstellung f ) image An abstract mental copy of an object arising from the memory of a sense experience and based on past perceptions in the absence of sensory stimulation.

Image-Aktion/—> Imagekampagne Image-Analyse / (communication image analysis

research)

The scientific study of images (-» Image).

Image-Aufbau m (Image-Entwicklung / , Imagepflege f ) image building Imageforschung / (empirical social research) image research Imagekonzept η image concept, concept of image Image-Marketing η (Η. J. Richter) image marketing Imagemessung/measurement of image, image measurement Image-Modell η image model Image-Optimierung / optimization of image, image optimization Imagepolitik / i m a g e policy Imagery / (bildhafte Darstellung / , geistige Bilder n/pl, Vorstellungen f/pl, Bildersprache f ) (communication research) imagery, mental imagery Words create certain images. As a result these words possess a high degree of imagery or mental visibility. This aids learning as words high in imagery are substantially easier to learn and remember than low-imagery words.

Imagery-Analyse / (Analyse / mutmaßlicher erklärender latenter Begriffe) (empirical social research) imagery analysis, pi analyses (Paul F. Lazarsfeld) Image-Stabilität/stability of image, image stability Image-Theorie/image theory, theory of image Imagetransfer m image transfer, transfer of image

Index des sozioökonomischen Status

93

Image-Untersuchung/(Imagestudie/) image investigation, investigation of (an) image, image study Imageverstärker m (Uwe Johannsen) image factor, image reinforcer Imitation/1. (economics) —» Nachahmung 2. (psychology) imitation Imitationslernen η (psychology) —> Beobachtungslernen imitieren v/t to imitate immaterielles Eigentum η (geistiges Eigentum η) incorporeal property cf. Sacheigentum Importagent m (economics) import agent, import agency Import-Factoring η (economics) import factoring Importmarketing η (economics) import marketing Importmarktforschung / import market research Impulsgüter n/pl (Impulswaren f/pl, Impulssortiment ή) (economics) impulse goods pi, impulse items pi Products that are purchased without careful prior consideration. The decision to buy them is typically made spontaneously, at the point of purchase.

Impulskauf m (impulsive Kaufentscheidung f ) (economics) impulse purchase, impulsive buying decision An unpremeditated purchase of consumer goods, motivated by chance rather than plan.

Impulskaufen η (impulsiv Kaufen η, impulsive Kaufentscheidungen f / p l ) (economics) impulse buying, impulse purchasing The act of purchasing, the buying decision being made on the spur of the moment and without previous intention, impelled by some impulse occurring at the point of purchase.

Imputation / (Zurechnung / , Zuschreibung / , Zuschlag tri) (theory of games) imputation In game theory, any possible division of payments among all players.

Incentive/incentive, incentive item Any material or immaterial good used to increase achievement, i.e. a reward offered to inspire a desired performance,

incentive bonus In sales management a monetary or other reward in excess of salary or commission provided to a salesperson in return for achieving a stated sales goal.

Incentive-Marketing η incentive marketing A promotional device that induces performance or purchase on the part of an employee or consumer through the offer of a tangible reward in the form of merchandise or travel.

Incentive-Reise /incentive travel

Incentive-Theorie / (communication

research)

incentive theory A theory of communication effects which takes account of the self-persuasion character of role playing and emphasizes the importance of positive and negative incentives in determining an individual's behavior.

Indentkauf m (retailing) resident buying Indentkäufer m (retailing) resident buyer Indentkaufzentrale/(Indentkaufbttro n) (retailing) resident buying office One of five basic instruments of retail buying (-» Einkauf 2.). Some big cities serve as central markets for many types of retail goods. Accordingly, a number of resident buying offices have been established in these cities in order to facilitate the purchase and inventory planning decisions of retailers located in distant communities.

Index m (Indexziffer f , Indexzahl f ) (statistics) index, pi indexes or indices, index number A numerical quantity which measures the variation of a magnitude (usually price) over time or space by its relation to a standard quantity determined at a base period.

Index m der Prognoseeffizienz (Index m der Voraussageeffizienz, Index m der prognostischen Leistungsfähigkeit) (statistics) forecasting efficiency index, pi indexes or indices Index m der sozialen Schichtposition (Index m der sozialen Schichtzugehörigkeit, Index m der Klassenzugehörigkeit) (empirical social research) Index of Class Position (ICP, I. C. P.) An index of social class based on occupation and class identification.

Index m der sozialen Stellung (der sozialen Position) (empirical social research) Index of Social Position (ISP, I. S. P.), Hollingshead index (August B. Hollingshead/J. Myers) A widely used two-item scale of social position, originally designed to measure or reflect an individual family's overall social position within a community, on the basis of education (-» Ausbildung), occupation, and area of residence.

Index m der Statusmerkmale (Warner-Index m) (empirical social research) Index of Status Characteristics (ISC, I. S. C.), Warner's Index of Status Characteristics A widely used multi-item scale of social status based on four socioeconomic factors, i.e. occupation, source of income, house type, and dwelling area. Each of these dimensions of status is defined over a range of seven categories and each carries a different weight.

Index m des sozioökonomischen Status (empirical social research) index of socio-economic status A three-factor social status index based on occupation, income, and education developed by the U. S. Bureau of the Census.

94

Index für die Lebenshaltung Index m für die Lebenshaltung —> Preisindex für die Lebenshaltung Index m mit fester Basis (Indexziffer/, Indexzahl / mit fester Basis) (statistics)

fixed-base

index, pi indexes or indices An index number for which the base period remains unchanged, once it has been selected. cf. Kettenindex

Index m mit gekreuzten Gewichten (Indexz a h l / m i t gekreuzten Gewichten) (statistics) crossed-weight index, pi indices or indexes, crossed-weight index number An index number which results from two subsidiary index numbers with different weights. Indexbildung f (statistics) indexing, index construction, formation of indexes, formation of indices

indirekter Exporteur m (international market-

ing) indirect exporter A firm selling its merchandise abroad but making no special effort on its own behalf,

indirekter Konflikt m (vermittelter Konflikt m) indirect conflict A conflict mediated through a third party.

cf. direkter Konflikt Individualentscheidung / (individuelle Kaufentscheidung f ) (economics) individual deci-

sion cf. Gruppenentscheidung dung) Individualmarke /

(Kollektiventschei-

(economics)

individual

brand In contrast to a family brand (—> Markenfamilie), a distinctive identification for a single product,

Indexzahl /(Indexziffer /, Index m) (statistics) index number, index —> Index Indifferenz /(Gleichgültigkeit/) indifference Indifferenzbereich m (Bereich m der Indifferenz) latitude of noncommitment cf. Akzeptanzbereich, Ablehnungsbereich

individueller Konflikt m (Konflikt m zwischen Einzelpersonen) individual conflict

Indifferenzgesetz η (economics) law of indif-

The technological and social process by which mass production in large factories employing machines and a highly specialized work force based on the division of labor is introduced in a society.

ference Indifferenzkurve f (economics) curve of indif-

ference Indifferenz-Präferenz-Theorie /

(economics)

indifference-preference theory (J. R. Hicks/F. Y. Edgeworth) indirekte Arbeit / (indirekt, mittelbar zum Produkt bezogene Arbeit /, nichtproduktbezogene A r b e i t / ) (sociology of work) indirect

work, indirect job, indirect labor, brit indirect labour Any work that cannot be attributed to a product. cf. direkte Arbeit

indirekte Ausfuhr f (international

marketing)

—»indirekter Export indirekte Preiserhöhung / (economics) indirect price increase A price increase by reducing the terms of sales discounts.

indirekte Zusammenarbeit / (indirekte Kooperation f ) indirect cooperation, indirect co-operation Cooperation based on the division of labor and specialization in which unlike activities complement each other and perform a common goal.

The conflict from person-to-person as distinguished from a conflict between groups.

Industrial Relations f/pl industrial relations pi construed as sg

Industrialisierung / industrialization

Industrie /(Gewerbe η) industry The branch of the economy which organizes the large-scale manufacturing of goods in industrial plants.

Industrieanlagen f/pl major industrial equipment, major equipment A type of industrial product (—> Industriegüter) that includes large tools and machines used for production purposes.

Industriearbeit / (Industrialismus m) industrial work, industrialism The stage of advanced technological development characterized by large-scale production with the use of power machinery, a wide market, a specialized working force with intricate division of labor, and accelerated urbanization

Industriearbeiter m (Fabrikarbeiter m) industrial worker Industrie-Design η —> industrielle Formgebung Industriediffusion / (industrielle Diffusion f )

cf. direkte Zusammenarbeit indirekter Export m (indirekte Ausfuhr f )

industrial diffusion The deliberate process of industrial decentralization by which industries are moved to suburban fringe areas of bigger cities.

(international marketing) indirect exporting

Industriedispersion / (Industriestreuung f )

The process whereby a firm sells its merchandise abroad but makes no special effort on its own behalf.

cf. Direktexport

industrial dispersion The deliberate process of industrial decentralization by which industries are moved beyond suburban fringe areas of bigger cities.

95 Industrieent wicklung/ (industrielle Entwickl u n g / ) (economics) industrial development Industrieforschung /industrial research Industriegebiet η —» Gewerbegebiet Industriegesellschaft / (industrielle Gesellschaft f ) industrial society A type of society the industrialization (—» Industrialisierung) of which has been completed or reached a certain degree of maturity. Industriegewerkschaft /industrial union, trade union A labor union which represents or strives to represent all workers that are economically active in a particular industry, regardless of their craft. Industriegroßhändler m (wholesaling) industrial distributor There are types of wholesalers that sell only to industrial accounts, i.e. industrial distributors and mill supply houses. Industriegüter n/pl (industrielle Güter n/pl) (economics) industrial goods pi Products that are sold to commercial enterprises, government agencies, and nonprofit institutions for use in the production of their goods and services or for resale to other industrial customers. Industrieladen m —» Belegschaftsladen Industrielieferant m (wholesaling) mill supply house, mill supplier Mill supply houses carry a very large number of products for specific industries and act as fullservice merchant wholesalers in that the erform a wide variety of functions for their customers, industrielle Beziehungen f/pl industrial relations pi —> Sozialpartnerschaft industrielle Dienstleistung / (economics) industrial service A type of industrial goods (-» Industriegüter) that are the intangible products that many organizations use in their operations, industrielle Formgebung / (Industrie-Design η) industrial design industrielle Hilfsgüter n/pl (economics) acessory industrial equipment, accessory equipment, accessory goods pi, accessory products A type of industrial product, which does not become a part of the final physical product but is used in production or office activities, industrielle Kaufentscheidung / (economics) industrial buying decision, buying decision Industrial purchases are one of three types: new-task purchase, straight rebuy purchase, or modified rebuy purchase. industrielle Nachfrage / (Industrienachfrage / ) (economics) industrial demand Industrial demand differs from consumer demand in that industrial demand is derived, inelastic, joint, and more fluctuating.

inelastische Nachfrage industrielle Mobilität /(Industriemobilität/) industrial mobility The change in the geographical distribution of industries. industrielle Organisation / (Industrieorganisation / ) industrial organization, brit organisation industrielle Preisgebung /(industrielle Preissetzung f ) (economics) industrial pricing, industrial price policy, industrial pricing policy, industrial price setting Although there are a variety of ways for determining prices of industrial products, the three most common are administered pricing, bid pricing, and negotiated pricing. industrielle Revolution / industrial revolution, Industrial Revolution (Arnold Toynbee) industrielle Schlichtung / (Schlichtung / bei Arbeitskonflikten) industrial arbitration industrielle Symbiose /industrial symbiosis The areal grouping of interdependent productive units intended to eliminate cross handling and transport costs. Industriemarke/—» Herstellermarke Industriemarketing η industrial marketing (Ε. Raymond Corey) A set of activities directed toward facilitating and expediting exchanges involving industiral products and customers in industrial markets. Industriemarkt m (economics) industrial market An industrial market consists of individuals, groups, or organizations that purchase a specific kind of product for direct use in producing other products or for use in day-to-day operations. Industriemensch m (social psychology) industrial man, pi men (Alex Inkeles) Industriepsychiatrie/industrial psychiatry Industriesoziologie/ (Betriebssoziologie/) industrial sociology, sociology of work Industriestadt / (Fabrikstadt f ) (social ecology) industrial city Industriestandort m (Gewerbestandort m) industrial location Industrieverpackung/1. industrial package 2. industrial packaging Industrieverwaltung/—> Betriebswirtschaft Industrievorort m (gewerblicher Vorort m) (social ecology) industrial suburb Industriezweig m industry, branch of industry ineffizient adj inefficient Ineffizienz / inefficiency The lack of efficiency, inelastische Nachfrage / (economics) inelastic demand A type of demand which is characterized by the fact that a price increase or decrease will not significantly affect demand for the item.

inferiore Güter inferiore Güter n/pl (economics) inferior goods pi, Giffen goods pl Goods that either do not satisfy a required standard or the demand for which tends to fall as the incomes of their buyers rise and, more paradoxically, tends to rise as the incomes of their purchasers fall. Giffen-Effekt

Inflation / (economics) inflation An economic condition in which price levels increase more rapidly than incomes, causing a decline in buying power,

informale Autorität /(informelle Autorität/) informal authority (organizational sociology) The authority individuals exercise in informal organizations.

cf. formale Autorität informaler Status m (informeller Status m) informal status That aspect of a person's status in a social group or organization which is independent of that person's formal status.

cf. formaler Status Informalogramm η (graphische Darstellung/ der informellen Beziehungen in einer Organisation) (organizational sociology) informalogram A graphic chart which shows the network of informal relationships, communicational channels and groups existing in an organization.

cf. Formalogramm Information information 1. A single piece of knowledge of a particular fact or circumstance. 2. In information theory, the quantitative property of the set of all possible items that can be communicated under a defined set of circumstances, rather than that item which is actually communicated or its content. 3. In behavior research, the degree of a subject's certainty about the occurrence of a stimulus.

Informationsanalyse / (Informationsauswertung f ) analysis of information, information analysis Informationsbank / —> Datenbank Informationsbewertung / evaluation of information, information evaluation Informationsdiffusion / (communication research) information diffusion, diffusion of information Informations-Display-Matrix / (IDM) information display matrix Informationsfluß m (communication research) flow of information, information flow Informationsgehalt m (information theory) information content Informationsgewinnung / —> Datenbeschaffung Informationsgesellschaft /information society

96 Informationsgrad m level of information Informationskanal m (Nachrichtenkanal m) (communication research) information channel A communication channel (—> Kommunikationskanal) which serves for the transmission of information.

Informationsmarkt m information market Informationsmatrix / (statistics) information matrix, pl matrices or matrixes Informationsnachfrage / demand for information, information demand Informationspolitik /information policy Informationspool m (Pool m) (communication research) pool Informationspsychologie / (kybernetische Psychologie/) information psychology Informationsquelle / (Nachrichtenquelle f ) source of information, information source Informationsquelle/source of information Informationsrückgewinnung / (EDP) information retrieval Informationsselekteur m (Nachrichtenselekteur m, Gatekeeper m) (communication research) gatekeeper (Kurt Lewin) An individual or group, such as e.g. journalists, who opens or closes the gate to any message that comes along in the interlocldng networks of social communication in society.

Informationsselektion / (Nachrichtenselektion / ) (communication research) selection of information, information selection, gatekeeping (Kurt Lewin) Informationsspeicher m (Informationsspeicherung/) (EDP) information storage Informationssprache / (communication research) information language Informationssystem η (Nachrichtensystem π) information system, data information system Informationstechnologie / (Informationstechnik f ) information technology Informationstheorie /information theory The mathematical theory of the capacity (-» Kanalkapazität) of communication channels (-» Komunikationskanal) and the determination of the accuracy, efficiency, and effectiveness of communication (—> Kommunikation).

Informationsträger m —> Datenträger Informationsüberlastung / (Informationsüberflutung f ) (communication research) information overload An excess of information for interpretation or for processing.

Informationsübermittlung / (Informationsübertragung f ) transfer of information, information transfer Informationsübertragung / (Nachrichtenübertragung/) information transmission

97 Informationsverarbeitung/(Nachrichtenverarbeitung f ) information processing, processing of information Informationsverarbeitungstechnologie / information-processing technology Informationsverbreitung / (Informationsdiffusion / ) diffusion of information, information diffusion Informationsverhalten η information-getting behavior, brit behaviour, information-gathering behavior, information behavior Informationsverlust m (information theory) loss of information informative Etikettierung/(Informatives Labeling n) (advertising/packaging) informative labeling, also informative labelling Affixing labels that provide technical and how-to information and/or facts about ingredients of a product. informelle Delegierung / (informelle Delegat i o n / ) (organizational sociology) informal delegation informelle Kooptation / (informelle Kooptierung / , informelle Zuwahl / , informelle Selbstwahl f ) (organizational sociology) informal cooptation, informal co-optation A sharing of power within organizations which is brought about as a response to the pressure exerted by specific power centers without the formal recognition of the new leaders. Infrastruktur /infrastructure The basic structural preconditions for the functioning of a modern economy. Ingenieurpsychologie / —» Arbeitspsychologie inhärenter Konflikt m (einer Situation innewohnender Konflikt m) inherent conflict A conflict that is due to the nature of the situation in which it occurs. Initiator m initiator inkommensurabel (unvergleichbar, ohne gemeinsamen Teiler) adj (data analysis) incommensurable The condition of magnitudes or variables requiring different unity scales or standards of measurement or estimation in order to be assessed accurately. Inkompatibilität / (Unvereinbarkeit / ) incompatibility The condition of statements, phenomena, or individuals which are inconsistent or not capable of existing together with the same system. Inkrement η (positives Differential n, Zuwachs m, Zunahme f ) increment The amount or rate of increase or decrease in the progressive change of a magnitude or variable. cf. Dekrement

Innovationsforschung Inkrementalismus m ( G r a d u a l i s m s m) incrementalism The fashion of taking small, remedial steps to cope with problems as they arise. Inlandsmarkt m (economics) domestic market, home market Inlandsmarktforschung / domestic market research, national market research, home market research Innenauslage / (Ladenauslage / ) (retailing) interior display, in-store display The exhibit of goods or of promotional material inside a retail or a wholesale outlet, as distinguished from window display (—» Schaufensterauslage), innengeleitete Gesellschaft / (innengelenkte Gesellschaft f ) (sociology) inner-directed society, (David Riesman et al.) The ideal type (—» Idealtypus) of a society which „develops in its typical members a social character whose conformity is insured by their tendency to acquire early in life an internalized set of goals." cf. außengeleitete Gesellschaft, traditionsgeleitete Gesellschaft innengeleitete Persönlichkeit/(innengelenkte Persönlichkeit f ) (psychology) inner-directed man (David Riesman et al.) A basic personality orientation characterized particularly by a stress on „good character" and the internalization of goals and ideas that guide behavior almost regardless of changing social conditions. cf. außengeleitete Persönlichkeit, traditionsgeleitete Persönlichkeit Innenlenkung / (Innenleitung f ) inner-directedness, innerdirection (David Riesman et al.) cf. Außenlenkung, Traditionslenkung innerbetriebliche berufliche Fortbildung / (innerbetriebliche Ausbildung / ) (sociology of work) in-service training, post-entry training cf. außerbetriebliche berufliche Fortbildung innerbetriebliche Demokratie / —> Wirtschaftsdemokratie innerbetriebliche Fortbildung / —» betriebliche Fortbildung Innovation / (Innovationsprozeß m) (economics) innovation In the most general sense, the development or recognition of new elements or material as well as immaterial patterns in a culture. Innovationsbereitschaft f (economics) innovativeness Innovationsdiifusion / diffusion of innovation, diffusion, innovation diffusion The general process by which an innovation becomes adopted for regular use. Sometimes this process is divided into the stages of awareness, interest, evaluation, trial, and adoption. Innovationsforschung / (Erforschung / von

Innovationsplanung Neuerungen) innovation research (empirical social research) Innovationsplanung/innovative planning Innovationsrate / (economics) rate of innovation, innovation rate Innovationsrisiko η (economics) innovation risk Innovationsverhalten η (economics) innovation behavior, brit innovation behaviour innovatives Marketing η innovative marketing innovatives Verhalten η (economics) innovative behavior, brit innovative behaviour Innovativität / (InnovationseSBzienz / ) (economics) innovative efficiency That aspect of marketing efficiency that is manifest in the willingness of offering products and services demanded by and supplied to the market by activities which together with the offerings are the most appropriate which can be brought into being under our present knowledge of markets and technology.

Innovator m (psychology/market research) innovator According to Everett M. Rogers' diffusion model, five adopter categories are distinguished. In the diffusion process, the innovators (about 2.5 percent of the population) are eager to adopt new products; venturesomeness is practically an obsession with them.

Input η (Eingabe/, zugeführte M e n g e f ) input Input-Output-Analyse / (economics) inputoutput analysis, pi analyses (Wassilij Leontieff) An econometric model which depicts the output of one industrial sector as the input of other sectors and vice versa.

Input-Output-Methode / (economics) inputoutput-method Input-Output-Prozeß m (economics) inputoutput process (Wassilij Leontieff) Input-Output-Tabelle / (economics) inputoutput table (Wassilij Leontieff) —»Input-Output-Analyse Inputdaten n/pl (Eingabedaten n/pl) (EDP) input data pi Inputeinheit/(Eingabeeinheit/) (EDP) input unit Institutionalismus m (economics) institutionalism, institutional approach to economic theory, institutional economics An approach to economic theory, formulated by Wesley C. Mitchell, according to which „institutions, seemingly such rigid and materials things, are merely conventional methods of behavior on the part of various groups or of persons in various situations."

institutioneller Einzelhandel m —> Einzelhandel institutioneller Großhandel m —> Großhandel

98

institutioneller Markt m (economics) institutional market An organization that seeks to achieve goals other than normal business goals such as profit, market share, or return on investment,

institutioneller Zyklus m (economics) institutional cycle, institutional life cycle Institutionenmarketing η institutional approach in marketing, institutional marketing approach Integralqualität /(integrale Qualität/) (Werner Pfeiffer) (economics) integral quality The ability of a product to be integrated into a production system.

cf. Funktionalqualität Integration /integration 1. In the broadest sense, the emergence of a whole out of elements or the drawing together of parts into a unified, harmonious, coordinated, or cohesive whole. 2. The process of reciprocal adaptation of individuals in a social group. 3. The process by which different parts of an individual's characteristics are combined, organized and worked together at a higher level as a complex whole.

Integrationsmanager m integration manager Integrationssystem η (Integrationsmanagement η) —» Produktmanagement integrierte Globalplanung / integrated global planning integrierte Kommunikation / integrated communication integriertes Marketing η integrated marketing Intelligenzzyklus m der Marketingforschung (Heribert Meffert) intelligence cycle of marketing research Intensität / intensity The magnitude or quantity of an object,

trafic intensity —» Kundenstrom intensive Distribution/—» Intensiv vertrieb Intensiwertrieb m (economics) intensive distribution, broadcast distribution A method of providing maximum exposure of goods to buyers in the market, by using as many different types of retailers and retail locations as possible for distribution.

Intention/(Absicht/) intention Interaktion /(Wechselwirkung/, gegenseitige Beeinflussung/) interaction 1. A social process in which the action of one entity causes an action in another entity (in other entities). 2. In statistics, the relationship of joint determination existing between two or more variables, i.e. the degree to which one thing is balanced against another thing in a causal connection.

Interaktionismus m interactionism Interaktionsanalyse / (Interaktionsprozeß-

internationale Handelsgesellschaft

99

analyse / , Gruppenprozeßanalyse / , Prozeßanalyse/sozialer Beziehungen) (empirical social research/organizational sociology/marketing planning) 1. interaction analysis, pi analyses, interaction process analysis (IPA) pi analyses, Bales technique (Robert F. Bales) A standard classification system for categorizing observed social and emotional behavioral interaction data along 12 discrete categories that are subsumed under four broad categories: active task behavior, passive task behavior, positive emotional behavior, and negative emotional behavior.

2. cross-impact analysis, cross-impact matrix analysis An environmental scanning technique (—> Umweltbeobachtung) which is sometimes used to study these trends simultaneously for their effect when two different trends in the environment point toward conflicting futures. This technique uses a two-dimensional matrix, arraying one trend along the rows and the other along the columns.

Interaktionsdistanz / (interaktive Distanz / ) (sociology) interactive distance The actual degree of interaction (or non-interaction) between two statuses or persons.

Interaktionsgruppe / (sociology) interacting group (Floyd H. Allport) cf. Koaktionsgruppe Interaktionskette f (sociology) chain of interaction, serial interaction A process of interactions in which a response to a stimulus is itself a stimulus producing a response.

Interaktionskomponente / (Wechselwirkungskomponente f ) (statistics) component of interaction Interaktionsmatrix /(Bales-Matrix f ) (empirical social research) interaction matrix, pi matrixes or matrices, interactional matrix, Bales matrix A tabulation of the number of acts addressed by each individual in a group to each other individual and to the group as a whole, with appropriate totals and subtotals.

Interaktionsmodell η interactive model Interaktionsnetz η (Netz η von Interaktionen) (sociology) network of interaction The set of interactions between more than two persons.

Interaktionsordnung f (statistics) order of interaction Interaktionsprofll η (empirical social research) interaction profile An array of rates of activity in each of the 12 categories of the interaction process analysis (—> Interaktionsanalyse).

Interaktionsprotokoll η (Interaktionschronograph m) (empirical social research) interaction recorder (Robert F. Bales) A roll of paper used in interaction process analyses

(—> Interaktionsanalyse) that is unrolled before an observer so that a blank space is always available whereon the observer can write, in appropriate sequence, symbols representing aspects of an ongoing interaction process being studied.

Interaktionsprozeß m (sociology) interactional process —»Interaktion interaktive Kommunikation / —» Zwei-WegKommunikation Interaktor m (interagierende Person f ) (sociology) interactor, interactant A person who is engaged in interaction(s).

Interdependenz / (wechselseitige Abhängigkeit f ) interdependence, interdependency 1. The condition of being reciprocally related to one another. 2. In group decision-making (—» Entscheidungstheorie), the degree of coordination that must be achieved between or among the groups in making the decision.

interdisziplinär adj cros-disciplinary Interesse η interest 1. A favorable disposition toward an object. 2. Frequently, the term, used without further specification, carries an emphasis on material advantage and self-interest (—> Eigeninteresse) and thus finds its home especially in economic and quasi-economic discourse. Thus even the public interest (—> öffentliches Interesse) is the material advantage of a broad and undefined group of people, as opposed to private interests, which are material advantages confined to particular and specifiable people.

Interessengemeinschaft / community of interest Interessengruppe / (Interessenverband m) (political science) interest group, pressure group, lobby group A nonpartisan organization of the people formed to exert influence upon the legislature, the executive, or other governmental agency through public opinion for the enactment or the rejection of certain legislation, or for the adoption, modification or discontinuance of a public policy.

Interessenkonflikt m conflict of interest Interessenkreis m (Gruppe / von Personen gemeinsamer Interessen) (sociology) communality (B. McClenahan), interest circle, community A nonlocalized interest group.

Interessent m —> Kaufinteressent Interkommunikation / (wechselseitige Kommunikation / ) intercommunication Any type of reciprocal communication in which the communicator is also a recipient and vice versa.

Internal Relations pi —» Human Relations Internationale Handelsgesellschaft / -> internationales Handelsunternehmen

Internationale Handelskammer Internationale Handelskammer / International Chamber of Commerce (ICC) An organization which since 1920 has worked across national lines to improve conditions for international business, internationale Marke /international brand, international trademark, worldwide brand, global brand internationale Marktforschung / (Auslandsmarktforschung / ) international market research, market research in foreign countries Internationaler Code m der Markt- und Meinungsforschung International Code of Market and Opinion Research internationaler Handel m (economics) international trade internationales Handelsunternehmen η (internationale Handelsgesellschaft f ) international trading company A firm that provides all marketing services an exporting firm. cf. Außenhandelsunternehmen internationales Marketing η international marketing, multinational marketing interne Kommunikation / (innerbetriebliche Kommunikation f ) internal communications pi construed as sg, internal relations pi construed as sg interne Marktforschung / —» betriebliche Marktforschung interne Zinsfußmethode / (economics) discounted cash flow rate of return, internal rate of return, discounted-cash-flow-rate-of-return method, internal-rate-of-return method The discounted cash flow rate of return, or internal rate of return, is the interest rate that discounts future cash receipts from a project down to a present value equal to the cash disbursements required by a project. It is the maximum rate of interest which can be paid for a project's capital requirements while still recovering the original project investment. Under this method, the decreasing capital investment in the project is related to its expected cash flows. Alternatively, the investment is reduced by cash inflows so that the average investment is about one half of the original investment, interner Konflikt m internal conflict interner Zinsfuß m (economics) internal rate of return, discounted cash flow —> interne Zinsfußmethode Internspeicher m (interner Speicher m, Speicher m) (EDP) memory interpersonale Kommunikation / interpersonal communication Interpolation / (Interpolieren n, Interpolierung / ) (mathematics/statistics) interpolation The process of calculating an unknown value of an intermediate variable from known observed values.

100 cf. Extrapolation interpolieren v/t + v/i (statistics) to interpolate cf. extrapolieren Introduktionsanalyse / (Rudolf Seyflert) (economics) introduction analysis, product introduction analysis cf. Ökonomisierungsanalyse Intuition / 1. (Anmutung / , gefühlsmäßiges Erkennen η, ahnende Erfassung/) intuition A form of immediate or uninferred knowledge, perception, or judgment. 2. intuitive reasoning An environmental scanning technique (-» Umweltbeobachtung) which bases the future on the „rational feel" of the scanner. Intuitionismus m (philosophy) intuitionism The philosophical theory stressing intuitive knowledge of fundamental truths in ethics, concerning right and wrong, and aesthetics, concerning beauty, intuitive Prognose/—> gewillkürte Prognose Invalidität / (Arbeitsunfähigkeit f , Dienstunfähigkeit/) (industrial sociology) invalidity Inventur /stock-taking, inventory-taking Inventurausverkauf m (Inventurverkauf m) —> Saisonschlußverkauf Investition f (economics) investment Equity plus long-term debt or, equivalently, total assets employed minus current liabilities attributed to a business firm. Investitionsgüter n/pl (gewerbliche Gebrauchsgttter n/pl) (economics) investment goods pi, capital goods pi, capital investment goods pi All types of goods of relatively long life, for industry and commerce, which are to be used for a long period of time or to remain permanent or long-term fixtures, e.g. plant and machinery. Investitionsgütermarketing η (Invest-Marketing n) (economics) investment goods marketing, capital goods marketing —»Industriegütermarketing Investitionsgütermarkt m (economics) investment goods market, market for investment goods, capital goods market Investitionsgütermarktforschung / (Investmarktforschung / ) investment goods market research, capital goods market research Investitionsgüternachfrage / (economics) demand for investment goods, demand for capital goods Investitionsgütertypologie / (economics) typology of investment goods, typology of capital goods —¥ Investitionsgüter

101 Investitionsintensität /(economics) investment intensity The ratio of total investment to sales.

Investment Center η Ertragszentrum Irradiation f (psychology) irradiation In psychology, originally the stage at which any stimulus may elicit the response which at a later stage in the conditioning process, will be elicited by the conditioned stimulus alone. In marketing, the concept is also known as the price-aura effect: Inasmuch as a customer usually buys an assortment of satisfaction bundles at the same time and place, he or she tends to judge the suitability of the price of any one item by his or her judgment of the prices of other items of high importance to him or her which are in the assortment purchased.

Irradiationsphänomen η (psychology) irradiation phenomenon, phenomenon of irradiation

Istziffer irradiierender Faktor m (psychology) irradiating factor Isochrone /isochrone A cartographic line on which all points are of the same time distance from a given point.

Isogewinnkurve f (economics) isoprofit curve Isopräferenzlinie / (economics) isopreference line Istzahl /(Istwert m, Istziffer/) actual figure cf. Sollzahl Istzeit/(Echtzeit/, Realzeit f ) (EDP) real time Istzeitsystem η (Echtzeitsystem n, Realzeitsystem n) (EDP) real time system Istzeitverarbeitung / (Echtzeitverarbeitung / , Realzeitverarbeitung/) (EDP) real time procesing Istziffer/—» Istzahl

J Jahresrabatt m (Jahresnachlaß m) annual discount ,Jetzt"-Preis m (,Jetzt"-"Friiher"-Preis m) (economics) was-is price A reduced price comparing the present price with the previous price, crossed out on the price tag.

Job-Sharing η (industrial sociology) job sharing Jobwechsler m —> Arbeitsplatzwechsler Joint-Venture η (Gemeinschaftsunternehmen η) (international marketing) joint venture An enterprise in which two or more investors share

ownership and control over property rights and operation.

Jubiläumsverkauf m anniversary sale Jugend /youth, adolescence Jugendarbeitslosigkeit / (Berufsanfängerarbeitslosigkeit /, Arbeitslosigkeit / bei Eintritt in das Berufsleben) entry unemployment jugendlich (Jugend-) adj juvenile, adolescent Jugendliche(r)/(m,) juvenile, adolescent, youth sg +pl Juniorwarenhaus η —> Kleinpreisgeschäft

κ K-Markt m —» Konsumentenmarkt Kaffeefahrt/(Fahrt/ins Grüne) (advertising) sales excursion Kalkulationsaufschlag m (economics) markup, brit mark-up, price markup Markup is the amount of money added to the cost of a product to determine its selling price, typically, markup is stated as a percentage of selling price, although it may also be stated as a percentage of cost, kalkulatorischer Ausgleich m (Ausgleichskalkulation / , Mischkalkulation / , preispolitischer Ausgleich tri) (economics) leader pricing, loss-leader pricing, leader-pricing strategy, loss-leader pricing strategy A pricing policy under which some products or services are offered at unusually low prices, frequently below cost to induce a larger customer traffic, while others are offered at higher prices to set off the reduction in revenue as a result of the lower prices. Kanal m channel —» Absatzweg Kanalfunktion f (economics) channel function —> Absatzwegefunktion Kanalgruppe / (economics) group of channels Kanalisierung/(psychology/marketing) canalization In psychology, the process by which a need (-» Bedürfnis) becomes focused upon a particular stimulus or class of stimuli. In selling, the building by a salesperson or advertiser on some association, fear, or bit of information possessed by a prospect or customer and thereby bringing about a dramatic behavior change. Kanalkapazität f (information theory) channel capacity The maximum rate at which information can be conveyed through a channel. Kanalkapitän m (marketing) channel captain, channel leader A member of a channel of distribution (—» Absatzweg) which because of its position or economic power can stipulate marketing policies to other channel members, in effect exercising control over some or all of their decisions and activities. Kanalkonflikt m (marketing) channel conflict A situation in which one channel member perceives another channel member) s) to be engaged in behavior that is preventing or impending him from achieving his goals. cf. Kanalkooperation Kanalkontrolle/—> Absatzwegekontrolle Kanalkooperation f (marketing) channel cooperation Channel cooperation is required if each member of a

channel expects to gain something from other members. It is necessary for the attainment of overall channel goals and individual member goals. cf. Kanalkonflikt Kanalmacht /(Absatzwegemacht f ) (marketing) channel power The ability of one channel member to influence goal achievement of another channel member. Kanalmanagement η (Absatzwegemanagement η) (marketing) channel management Channel management concerns product exposure and channel leadership in the division of functional tasks. Kanalmodifikation / —» Absatzwegemodifizierung Kandidatenmarketing η candidate marketing, political candidate marketing A type of nunbusiness marketing which focuses on the ideas, philosophies, personality, and appearance of an individual seeking an elective office. Kannibalisierung / (Kannibalisierungseffekt m) (economics) cannibalization, cannibalizing, market cannibalization, cannibalizing a market The practice or process of drawing sales away from another product of the same manufacturer in a manner diminishing the maker's profit. Kapazität f (economics) capacity The productive potential of an economy, an industry, or a firm. Kapazitätsengpaß m (economics) bottleneck Kapazitätsnutzungsgrad m (economics) capacity utilization rate The proportion of an economy's, an industry's or firm's capacity in actual use or, more precisely, the ratio of actual output to full-capacity output. Kapazitätsprinzip η (economics/communication) capacity principle, principle of capacity Kapital η (economics) capital 1. All things other than land which yield income. 2. All goods, including consumer goods and productive resources, excepting labor, the services of which continue for a significant period of time. 3. Any wealth which produces more wealth. 4. All produced means of production (—> Produktionsmittel). For some purposes trained skills might be included. Kapitalakkumulation f (economics) capital accumulation The cumulative growth of a society's real capital (-» Sachkapital). Kapitalausweitung / (Zunahme / des Notenumlaufs) (economics) capital expansion, expansion of capital, expansion Kapitalertrag m (Kapitalertragszahl/) (eco-

Kapitalgüter nomics) 1. return on investment(s) (ROI), return on capital employed (ROCE) The ratio of profits to invested capital, usually expressed in percentage terms. It is the ultimate measure of business performance. It may refer to a measure profitability against total assets, employed net worth, or working capital. ROI is ratio of net pre-tax operating income to average investment. 2. net earnings on tangible net worth The equity of all stockholders in a business. It is obtained by deducting total liabilities from total assets and then subtracting any intangible assets. Kapitalgüter n/pl —> Investitionsgüter kapitalintensive Entwicklung / (economics) capital-intensive development A production employing a high ratio of capital to labor. cf. arbeitsintensive Entwicklung Kapitalismus m capitalism An economic system in which the greater proportion of economic life, particularly ownership of and investment in production goods, is carried on under private, i.e. non governmental, auspices through the process of economic competition (—> Konkurrenz) and the avowed incentive of profit, kapitalistische Gesellschaft /capitalist society —> Kapitalismus Kapitalrendite f (economics) return on investment (ROI) The ratio of profits to invested capital, usually expressed in percentage terms. It is the ultimate measure of business performance. It may refer to a measure profitability against total assets, employed net worth, or working capital, kapitalrenditebezogene Budgetierung/ (marketing) return-on-investment method of budgeting, ROI budgeting According to the return-on-investment approach, promotion expenditures are considered as an investment whose benefits will be derived over the years. Kapitalrentabilität / (economics) return on assets managed (ROAM) The ratio of profits to total assets, usually expressed in percentage terms. Kapitalumsatzertrag m (economics) net sales pi to tangible net worth A sales ratio which is computed by dividing net sales by tangible net worth. Net sales to tangible net worth measures the turnover of the invested capital. Kapital Umschlag m (Kapitalumschlagshäuflgkeit / ) (economics) capital turnover A measure of net sales per money unit of investment. Kapitalwiedergewinnungszeit / (economics) return on time invested (ROTI) A measure of the productivity achieved by calling on accounts in a sales territory (—> Absatzgebiet). By calculating this for each of a salesperson's accounts, the optimum allocation of time and the opti-

104 mum number of calls for each account can be determined. Kappenschachtel f (packaging) capped box karitative Organisation / —> Wohlfahrtsverband Karriere / (berufliche Laufbahn / , Karriereablauf m, Karriereablaufschema η) (sociology of work) career 1. The sequence of more or less related occupations and occupational roles an individual moves through during his or her working life span. 2. The more or less patterned and predictable course of an individual through a series of roles and statuses. Karriere-Immobilität/ (mobility research) career immobility Karrierebeamter m (Laufbahnbeamter m) career executive A government executive who is chosen from the civil service. Karrieremobilität f (mobility research) career mobility The movement through different social statuses of one individual at different times. Karrieremuster η (Karriereleitbild η) (sociology of work) career pattern, career path, career line, career The characteristic progression of social positions of individuals at different times, particularly the sequence of occupations that is typical for persons of a specific social group. Karrieresystem η (sociology of work) career system The set of graded careers existing in a formal organization (-» formale Organisation). Karriereverankerung / (Karrierehalt m) (sociology of work) career anchorage Kartell η (Ring m, Interessengemeinschaft / , Preisabkommen η) (economics) pool, cartel, also kartel, trust Any arrangements between independent businesses which are designed to reduce competition (—» Konkurrenz) among these firms in a market, without destroying their freedom of action in areas not covered by the cartel agreement. Kartellamt η (Kartellbehörde/) (economics) anti-cartel authority, anti-trust authority, fair trade commission Kartellgesetz η —» Gesetz gegen Wettbewerbsbeschränkungen (GWB) Kartellrecht η (economics) anti-trust legislation Karton m (packaging) 1. (dünne Pappe) cardboard, pasteboard, paperboard, board 2. (Schachtel) box, cardboard box, carton, container Kartonage / 1. (packaging) cardboard cover pasteboard box

105 2. (Produkte) cardboard products pi, cardboard goods pi, cardboard-box products pi, cardboard-box goods pi Kassamarkt m (economics) cash bargain market, cash market That part of the market for a commodity in which orders are accepted for delivery at once. Kassapreis m —> Barpreis Kasse/(Registrierkasse) cash register Kassenauslage / (Kassen-Verkaufsforderungsauslage f ) (retailing) cash register display, checkout displays pi Kassenterminal η (retailing) cash register terminal Kasten m (packaging) (Karton) box —> Behälter, Schaukasten Katalog m catalog, brit catalogue A buying guide intended for long use, which so completely describes the merchandise it presents that a person can make ordering decisions directly from it. —> Industriekatalog, Händlerkatalog, Versandkatalog, Einzelhandelskatalog Kataloggeschäft η —> Katalogladen Kataloggestaltung / catalog design, brit catalogue design Kataloghandel m (retailing) catalog retailing, brit catalogue retailing One of thre major types of nonstore retailing (-» Streckenhandel). Many businesses solicit sales through catalogs. Shopping by mail permits the customer to avoid the problems associated with bad weather, traffic, inadequate parking, and overcrowding at the shopping center. Katalogladen m (Kataloggeschäft η, Katalogschauraum m, Katalogbüro η) (retailing) catalog showroom, catalog warehouse A retailer operating from a warehouse to which customers come prepared to purchase and take away items which they have already selected from the retailer's catalog. Katalogpapier η catalog paper, brit catalogue paper Katalogpreis m (economics) catalog price, brit catalogue price, list price Katalogschauraum m —» Katalogladen Katalogversandhandel m catalog retailing, catalog mail-order retailing, catalog selling, catalog sales pi Offering products or services to consumers in a catalog from which orders are placed to be delivered using an appropriate transportation mode. Kauf m (Einkauf m) (economics) 1. (Kaufakt) purchase, buy 2. (Kaufvorgang) purchasing, buying Kaufabsicht / (Kaufintention / , Kaufplan m) (consumer research) buying intention, buying

Käufer intent, purchase intention, purchase intent, purchasing intention, purchasing intent Kaufakt m (Kaufhandlung/) (consumer research) act of purchase Kaufaktmarketing η direct-sale marketing, direct-action marketing All marketing that aims at creating a favorable attitude toward the product or service through longrange planning offrequentexposure over a period of time, so that at a particular time when the prospect is ready, the impact already made will impel a decision favorable to the seller. Kaufangebot η (economics) bid, offer, offer to buy Kaufanreiz m buying incentive Kaufausweis m —» Kaufschein Kaufbeeinflusser m —» Beeinflusser Kaufbereitschaft/-> Kaufabsicht Kaufbeweggrund m —» Kaufmotiv Kaufeinfluß m (consumer research) buying influence, purchasing influence Kaufeinstellung f (consumer research) buying attitude, purchasing attitude kaufen v/t to buy, to purchase Kaufeintrittsmodell η —> Durchdringungsmodell Kaufentscheidung / (Kaufentschluß m) (bei Konsumenten) (consumer research) buying decision, purchasing decision purchase decision, consumer decision, consumer choice A decision-making procedure applied by a consumer. Kaufentscheidungsprozeß m (Kaufentschlußprozeß m) (consumer research) buying decision process, process of making buying decisions, purchasing decision process, purchase decision process, process of making purchasing decisions The decision process ending and culminating in the act of buying. Kaufentscheidungstyp m (consumer research) type of buying decision, type of purchasing decision, type of consumer decision Kaufentschlußanalyse / (Kaufentschlußforschung f ) (consumer research) activation research, activation analysis A technique of obtaining testimony from new buyers of brands and products under which consumers in a probability sample of households are asked in detail about circumstances surrounding recent product brands purchased for thefirsttime. Käufer m (economics) 1. buyer, purchaser 2. (Konsument) consumer An individual, a household, or family who purchases a product or a service for personal or household use, as distinguished from an industrial user (who buys industrial goods for remanufacture) or a distributor (who buys for resale).

Käuferanalyse cf. Einkäufer 3. (Einkäufer) shopper 4. (Kunde) customer Käuferanalyse / (market research) buyer analysis, buyers' analysis The systematic research into buyer characteristics, attitudes, and behavior designed to establish psychological, sociological and demographic understandings as possible considering available time and resources.

Käuferbefragung / (Verbraucherbefragung / ) (market research) 1. buyer survey, buyer interview A survey of buyer attitudes (—> Konsumenteneinstellung), buying habits (—» Kaufgewohnheit), etc., conducted among the actual or potential buyers of a consumer product (-» Konsumgüter).

2. (Wiederholungsbefragung) buyer tracking Käuferbeobachtung / (market research) buyers' observation, consumer observation Käuferforschung / (Kaufforschung f ) buyer research, buyer analysis That branch of marketing research that describes, analyzes, and applies attitudes, motives, the behavior, reactions, and preferences of purchasers and prospective purchasers of consumer goods (—> Konsumgüter).

Käuferkategorie/—> Konsumentenkategorie Käufermarkt m (economics) buyer's market, also loose market A condition of the market in which buyers are able to bargain and to be selective because there is an over-abundance of goods available as the result of an imbalance between supply and demand.

cf. Verkäufermarkt Käuferpanel η (market research) consumerpurchase panel Käuferrente/—> Konsumentenrente Käuferreue f Kaufreue Käufersegment η —> Marktsegment Käufersouveränität / —> Konsumentensouveränität Käuferstudie/(Käuferuntersuchung/) (market research) purchaser study, purchaser investigation Käufertyp m —> Konsumententyp Käufertypologie / —> Konsumententypologie Käuferverhalten η (consumer research) 1. buyer behavior, brit buyer behaviour, purchaser behavior, brit purchaser behaviour 1.1. The behavior of industrial or corporate buyers. 2.1. The decision processes that buyers or groups of buyers go through to make a purchase decision including all those influences that explain the outcome of the decision.

2. (Einkaufsverhalten) shopping behavior, brit shopping behavior

106 Käufer-Verkäufer-Beziehung / —> Verkäufer-Käufer-Beziehung Käuferwanderungsanalyse / (market research) buyer flow analysis, analysis of buyer flow Kauffrequenz / (Kaufhäufigkeit f ) (market research) 1. buying frequency, purchasing freguency, frequency of buying, frequency of purchasing 2. (Einkaufsfrequenz) shopping frequency, frequency of shopping The rate at which consumers tend to go shopping within a specified period of time.

Kaufgewohnheit /(consumer research) buying habit, purchase habit, purchasing habit, shopping habit Kaufhandlung/ —> Kaufakt Kaufhäufigkeit / (Einkaufshäufigkeit f , Einkaufsfrequenz f ) (consumer research) shopping frequency, buying frequency The rate at which consumers tend to go shopping within a specified period of time.

Kaufhaus η (retailing) departmentized specialty store A type of retail store between a specialty store (-> Fachgeschäft), and a department store (-» Warenhaus). If the term is not used as a synonym for Warenhaus, it describes, in essence, a specialty store which has become large and in which the various types of merchandise carried are accounted for separately for profit knowledge and general managerial decision-making.

Kaufhaus η für Gelegenheiten (BargainStore m) (retailing) bargain store Kaufhemmung f (consumer research) buyer's resistance, buying resistance Kaufintensität / (consumer research) buying intensity, purchasing intensity Kaufintention/—> Kaufabsicht Kaufinteressent m (potentieller Käufer m) prospective buyer, prospective customer Kaufkraft / (economics) buying power, purchasing power, also spending power The capacity to purchase possessed by an individual buyer, a group of buyers, or the aggregate of the buyers in an area or a market.

Kaufkraft-Elastizität / (economics) elasticity of buying power, elasticity of purchasing power Kaufkraftindex m (Kaufkraftindexzahl /, Kaufkraftindexziffer / ) (economics) buying power index (Β. P. I.), purchasing power index, pi indexes or indices, buying power quota, purchasing power quota Any weighted index that converts specific basic elements, e.g. population, effective buying income, retail sales, etc. into a comparable measurement of a market's ability to buy, and expresses it as a percentage of the national potential.

107

Kaufkraftkarte / (market research) buying power map, purchasing power map Kaufkraftkennziffer / (Kaufkraftkennzahl /, Kaufkraftindex m) (economics) buying power index (B.P.I., BPI), buying power quota (B.P.Q., BPQ), purchasing power index —> Kaufkraftindex Kaufkraftschwelle / (economics) threshold level of buying power, threshold level of purchasing power käufliches Warenmuster η (economics) saleable sample, salable sample Kaufmann m business man, businessman, merchant, dealer, trader kaufmännische(r) Angestellte(r) / (m) (Verkäufer m, Verkäuferin /, Handelsgehilfe m, Handelsgehilfin/) clerk, clerical worker Kaufmannsmarke /—» Händlermarke Kaufmannswarenhaus η —» Gemeinschaftswarenhaus Kaufmannszunft / merchant guild, merchant gild Kaufmotiv η (consumer research) buying motive, purchasing motive One of a variety of factors within a person or organization which combine to create a desire to purchase.

Kaufmotivation /(consumer research) buying motivation, purchasing motivation Kaufmotivationsforschung / (Kaufmotivforschung/) buying motivation research, purchasing motivation research Kaufmuster η (Muster η des Kaufverhaltens) buying pattern, purchase pattern, spending pattern The regularity that can be observed in overt buying behavior.

Kaufneigung / (economics) propensity to buy, propensity to purchase, buying propensity, purchasing propensity Kaufort m (Einkaufsort m, Verkaufsort m) (retailing) point of purchase (P.O.P., POP), point of sale (P.O.S., POS) The actual place at which a purchase (sale) is made, in general, the retail sales outlet.

Kaufphase / (consumer research) buying phase, buying stage buy phase Kaufplan m (consumer research) buying plan, purchase plan Kaufprozeß m (consumer research) buying process, purchasing process Kaufprozeßanalyse f (consumer research) buying process analysis, purchasing process analysis

Kaufwunsch Kaufquote /(Kaufrate/) (economics) conversion rate The rate of conversion of inquiries or replies to an advertisement into sales.

Kaufreaktion / (Konsumreaktion / ) (consumer research) purchase response, consumer reaction The behavioral response of the consuming public on exposure to a particular stimulus, as manifested in purchasing activities.

Kaufreaktionsmuster η (consumer research) purchase-response pattern Kaufreue / (Nachkaufreue f ) (consumer research) postdecisional regret, post-purchase doubt, postpurchase cognitive dissonance, cognitive dissonance, buyer's remorse The experience a buyer may make, particularly after high-cost purchases, questioning the wisdom of the purchase.

Kaufrisiko η (consumer research) consumerperceived risk, purchase risk In making product decisions the consumer usually considers these uncertainties: functional risk (perhaps the product will not do what it is said to be able to do); physical risk (could it do injury to the physical self of someone?); financial risk (the product may not be worth its cost); social risk (could it cause embarrassment?); and psychological risk (danger of bruised ego).

Kaufsituation / (consumer research) buying situation, purchase situation Kaufstatistik f(consumer research) purchasing statistics pi construed as sg Kaufstätte/Kaufort Kaufstruktur/—> Ausgabenstruktur Kaufverhalten η (consumer research) buying behavior, brit buying behaviour, purchasing behavior, brit purchasing behaviour The set of decision processes and acts of people involved in buying and using products.

Kaufverhaltensbeobachtung / —» Käuferbeobachtung Kaufverhaltensmodell η (consumer research) model of buying behavior, model of purchasing behavior Kaufverzicht m -» Konsumverzicht Kaufvorgang m —> Kaufprozeß Kaufvorhaben η —> Kaufplan Kaufwahrscheinlichkeit f(consumer research) buying probability, probability of buying, purchasing probability, probability of purchase The percentage of individual consumers or households in a target group (—» Zielgruppe), who will buy a product or brand within a given period of time.

Kaufwunsch m (consumer research) buying desire, purchasing desire

Kaufzwang Kaufzwang m —> moralischer Kaufzwang, psychologischer Kaufzwang kausal (ursächlich, verursachend) adj causal Kausalanalyse / (kausale Analyse / , Ursachenanalyse f ) (data analysis) causal analysis, pi analyses The systematic scientific investigation of causation and cause-effect relations. Kausalanalyse-Diagramm η —» Pfaddiagramm Kausalbeziehung / (kausale Beziehung / , Kausalzusammenhang m, kausaler Zusammenhang m) (logic) causal relationship, causeeffect relation Keep-out-Preis m —> Abwehrpreis Kennzahl / (Kennziffer / ) (statistics) ratio, quota An expression of the relative magnitude between two or more values or elements in a series and their total. Kennzeichen η —» Markierung kennzeichnen v/t —> markieren Kennzeichnung/—> Markierung Kennziffer/—» Kennzahl Kernprodukt η (economics) core product At the most fundamental level, the core product is the packaging of a problem-solving service. In the words of Philip Kotler: „The woman purchasing lipstick is not buying a set of chemical and physical attributes for their own sake; she is buying hope." The marketer's job is to sell core benefits, not product features. Kernsortiment η —» Basissortiment, Standardsortiment Kernverbreitungsgebiet η —> Hauptverbreitungsgebiet Kette f (statistics/stochastics) chain, strong order, strict order 1. A sequence of terms in which each term depends on the previous term in the series. 2. A stochastic process in which the value at any one point is determined by the previous point apart from a random element. Kettengeschäft η (Kettenladen m) (retailing) chain store A single store as a unit of a group of retail stores of essentially the same type, centrally owned and with some degree of centralized control of operation. Kettenindex m (Kettenindexziffer / , Gliedziffer f ) (statistics) chain index, pi indexes or indices, chain index-number, chain-relative An index number (—» Indexziffer) in which the value at any given period is related to a base in the previous period, as distinct from one which is related to a fixed base. Kettenladen m —> Kettengeschäft η

108 Kettenziffer / (statistics) chain-relative, linkrelative The value of a statistical magnitude in a given period divided by the value in the previous period for an index. Klappdeckelschachtel / (packaging) flip-top box Klarsichtfolie / (packaging) acetate foil, acetate overlay, acetate film, transparent foil, transparent overlay, transparent film A thin plastic, used in clear or translucent sheet form. Klarsichtpackung / (Klarsichtschachtel f ) (packaging) transparent box, transparent package, transparent pack Klassifikation / (Klassifizierung f ) (data analysis/theory formation) classification The process of subdividing all objects having a certain property in common into subclasses, according to whether they also share a certain other property. Klebeverschluß m (packaging) adhesion seal, bond seal Kleinbedarf m (Klein- und Bequemlichkeitsbedarf m) —> Convenience Goods Kleinhandel m —» Einzelhandel Kleinkatalog m condensed catalog, brit condensed catalogue An abbreviated catalog with a price list of leaders in the product line with only brief highspot descriptions. Kleinhandelsgeschäft η —> Einzelhandelsgeschäft Kleinpreisgeschäft η (Juniorwarenhaus η) (retailing) low-price store, low-margin, lowprice store, penny store, mass merchandiser, junior department store A type of retailer who tends to offer fewer customer services (—» Kundendienst) than a department store, that focuses its attention on low prices, high turnover, and large sales volumes, thus appealing to a large heterogeneous target market. Klient m (Auftraggeber m, Kunde m) client Klientele / Zielpublikum η (Ziel-Öffentlichkeit f ) (marketing planning) 1. client public, clientele 2. target public In nonbusiness organizations, direct consumers of a nonbusiness marketer's product are called client publics, and indirect consumers are called general publics. The client public usually receives most of the attention when an organization develops a marketing strategy. Knappheit f (economics) 1. shortage —» Verknappung 2. scarcity —» Knappheitswirtschaft; cf. Überflußwirtschaft

Kommandogruppe

109 Koalition/(Zusammenwirken ή) (group sociology) coaction A type of working together without communicating or even seeking task interaction. cf. Interaktion

Kohäsion / (Kohäsivität /, Zusammenhalt m) cohesion, cohesiveness

Koaktionsgruppe / (koagierende Gruppe /, objektiv zusammenwirkende Gruppe f )

product range, range

(group sociology) coacting group (Floyd Η. All-

Kollektionstest m (market research) product

port) A social group whose members work together without having communication or even task interaction.

cf. Interaktionsgruppe Koalition / (Bündnis η, Bündnis η auf Zeit) (theory of games) coalition 1. An alignment of individuals or social groups into a temporary alliance. 2. The agreement between two or more players in a game to cooperate in order to defeat the other players.

Köder m (Köderangebot η, Warenköder m) (economics) bait A product offered at a low price to bring customers into a store,

kognitiv adj (psychology) cognitive kognitive Dissonanz f (psychology) cognitive

dissonance (Leon Festinger) A motivational state which exists when an individual's cognitive elements, e.g., attitudes, perceived behaviors, etc., are inconsistent with each other,

kognitive Dissonanzhypothese / (Theorie / der kognitiven Dissonanz) (psychology) cogni-

tive dissonance hypothesis, pi cognitive dissonance hypotheses, cognitive dissonance theory, hypothesis of cognitive dissonance, theory of cognitive dissonance The theory that an individual strives for internal harmony and consistency within himself or herself, so that his or her attitudes, values, beliefs, and opinions are consonant with each other and with his or her behavior.

kognitive Selektivität f (psychology) cognitive

selectivity The tendency of an individual to include among his or her cognitions those items of knowledge that are in agreement with his or her beliefs, attitudes, values, and needs, and to exclude those that are not.

kognitive Struktur / (psychology) cognitive structure kognitiver Prozeß m (psychology)

cognitive

process kognitives Entscheidungsmuster η (psychol-

ogy) cognitive pattern of decision-making, cognitive decision-making pattern kognitives Gleichgewicht η (psychology) cog-

nitive balance kognitives Ungleichgewicht η

cognitive imbalance Kohärenz /coherence, coherency

(psychology)

In the broadest sense, a close alignment among the components of a collectivity.

Kollektion / (Produktrange f )

(economics)

The full list of products made by one firm.

range test, range test A technique used to predict product acceptability. Respondents are selected from consumers who intend to buy such a product.

kollektive Entscheidung / (Kollektiventscheid u n g / , kollektive Abstimmung/) (organizational sociology) social choice, social decision,

collective decision A decision in the making of which a plurality of persons is involved.

kollektive Kaufentscheidung / (Gruppenentscheidung/) —» Familieneinkaufsentscheidung Kollektiventscheidung / (kollektive Entscheidung / ) (organizational

sociology) collective

decision Kollektiwerhandlung / (Schlichtung /, Ausgleich m) (industrial sociology)

collective bargaining Kollektivwarenhaus warenhaus

η

conciliation,

-> Gemeinschafts-

Kombination / (mathematics/statistics)

combi-

nation The number of ways in which r items may be selected from η distinct items, where the order of selection is immaterial, is called the number of combinations of η items taken r at a time.

Kombinationspackung / (Sammelpackung /, Verbundpackung / )

(packaging)

combined

pack, combipack, composite package, composite container combination sale An item of merchandise together with a premium offered at a combination price.

Kombinationsprodukt η (Warenkombination / , kombiniertes Produktangebot η) (market-

ing) combination feature, combination sale Kombinationszeichen η (labeling)

arbitrary

mark, coined word An invented and originated arbitrary combination of letters or syllables to form a new word, as opposed to a dictionary word, for a trademark (—» Warenzeichen) or brand name (-» Markenname).

Kombinatorik / (mathematics/statistics)

com-

binatorics pi construed as sg, theory of combinations, combinatorial analysis, combinatorial theory Kommandogruppe / (innerer Führungskreis m, innerste Führungsgruppe / ) tional sociology) command group

(organiza-

That group in an organization that consists of the top executive and his or her immediate subordinates.

Kommandohierarchie Kommandohierarchie / (organizational sociology) command hierarchy, hierarchy of command, command structure kommerzialisierte Freizeit / (kommerzialisierte Muße/) commercialized leisure All leisure activities that are organized by service industries for profit.

Kommerzialisierung / commercialization The tendency or process of ordering any institution or activity solely or chiefly through the motive of private profits, especially the tendency of the competitive struggle for private profit to extend its motives into the methods of the other social functions besides those of production and exchange.

Kommission f (economics) commission A fee paid as an agreed financial share of a business transaction accruing to a sales representative, sales agent or employee for transacting a piece of business or performing a service.

Kommissionär m (Kommittent m) (economics) commission agent, commission merchant, commission house An agent (—> Agent, Mittler) who usually exercises physical control over and negotiates the sale of the goods he handles.

Kommissionshandel m (wholesaling) commission business, commission agency business Kommissionsvertreter m (Kommissionsagent m) (wholesaling) commission merchant, commission representative, commission agent Commission merchants are agents who usually exercise physical control over products and negotiate sales.

Kommunalmarketing η (Marketing η für die Kommune) community marketing, local community marketing komparative Bezugsgruppe / (group sociology) comparative reference group (Harold H. Kelley) A reference group that is used as a standard for selfappraisal.

Kompartmentalisierung / —> Parzellierung kompatibel adj compatible Kompatibilität / (Vereinbarkeit /, Verträglichkeit/) compatibility According to Everett M. Rogers' diffusion model, the degree to which an innovation is compatible with existing norms and products will increase its chances of rapid adoption.

Kompensation / (psychology/economics) compensation 1. A psychological defense mechanism used unconsciously to overcome feelings of inadequacy inferiority, or frustrated motive. Important to the seller because some people compensate by buying flashy or expensive things. 2. Any remuneration in money or benefits for work assigned.

Kompensationsgeschäft η (economics) baiter

110 business transaction, barter business, barter trade, barter, compensation deal The direct exchange of one good or selvice for another good or service in an agreed-upon ratio.

Kompensationsprinzip η compensation principle

(decision-making)

A theoretical procedure for making social choices which attempts to circumvent the problem of making interpersonal comparisons.

Kompetenz / (Befähigung /, Tauglichkeit / ) competence An ideal psychological ability providing the basis for action.

komplementäre Kanäle m/pl (komplementäre Absatzwege m/pl) (marketing) complementary channels pi A multiple-channel strategy (—» Mehrkanalstrategie) under which each marketing channel handles a different noncompeting product or noncompeting market segment,

komplementäres Ereignis η (probability theory) complementary event Komplementärgüter n/pl (komplementäre Güter n/pl) (economics) complementary goods pi Any products or services that are related in use so that an increase in the quantity demanded by the market of one results in or accompanies an increase in the quantity demanded of the other, assuming prices remain the same.

Komplementarität / (economics) —> Komplementärgüter Komplementarität / der Bedürfnisse (psychology) need complementarity, complementarity of needs Komplexität / (Komplexheit /, Vielschichtigkeit/) complexity A characteristic determining how quickly a new product is accepted by society. Complex products tend to be adopted more slowly and with greater effort required of both the marketer and the buyer.

Kompromiß m compromise A form of accomodation in which each of the contending parties in a conflict yields something and an agreement on the mutual concessions is reached.

Kompromißstrategie/compromise strategy Kondition /(mostly pi Konditionen) (economics) terms pi Konditionalität f—> Bedingtheit Konditionen-Mix η (Konditionenpolitik f ) —» Kontrahierungsmix (Kontrahierungspolitik) Konditionierung / (Konditionieren η) (psychology) conditioning The process of learning by association, either as classical conditioning (klassische Konditionierung) or as operant conditioning (operante Konditionierung). In the first, a stimulus that normally evokes a particular response is repeatedly paired with another stimulus that does not normally evoke

Ill the response; in the latter, the subject engages in various random acts, one of which is reinforced.

Kondominium η condominium Konferenz /(Tagung/) conference Konfiguration/1. (Struktur/) configuration The organized pattern of interrelated parts.

2. (Gestalt/) (psychology) configuration In psychology, a synonym for gestalt or whole.

3. (statistics) configuration The geometrical property of interrelationship that a number k of vectors have in an n-dimensional space when a set of η observations on a variate is represented as a vector.

Konflikt m (sociology) conflict 1. A struggle over values and claims to scarce status, power and resources in which the aims of the opponents are to neutralize, injure or eliminate their rivals. 2. The simultaneous instigation of two or more incompatible responses. 3. Statistical decision-making theory (—» Entscheidungstheorie) differentiates between four basic decision-making conflicts: approach-approach (—> Appetenzkonflikt), approach-avoidance (-» Appetenz-Aversions-Konflikt); avoidance-avoidance (—> Aversions-Aversions-Konflikt), and double approach-avoidance (—> doppelter Appetenz-Aversions-Konflikt).

Konflikt m zwischen Annäherungstendenzen —» Appetenz-Konflikt Konflikt m zwischen Vermeidungstendenzen —» Vermeidungs-Konflikt Konfliktlösung / (Konfliktlösungsstrategie / ) conflict resolution, conflict solving, conflict solution, conflict-solving strategy, resolving conflict, strategy of resolving conflict Konfliktmanagement η conflict management The systematic control of social conflict aimed at maximizing its beneficial effects.

Konfliktsituation /conflict situation Konfliktsystem η conflict system A conflictual system of social groups or individuals.

Konflikttheorie / (Theorie / des Konflikts, Theorie / sozialer Konflikte) (sociology) conflict theory, theory of conflict, theory of social conflict A theory of society that stresses the importance of conflict as either an innovative, an integrative or at least an inevitable fact of reality.

Konfliktvermeidung / avoidance of conflict, conflict avoidance Konformität/—> Marktkonformität Konfrontation/ (marketing) confrontation A marketing strategy that is necessary when the market is predisposed toward competition and it also patronizes competitive products or services,

konglomerative Diversifikation / (Diversifizierung/) (marketing) conglomerative diversification

Konkurrenzausschluß Kongreß m congress, convention Kongreßagentur/congress agency Konjunktur/—* Konjunkturzyklus konjunkturbedingte Arbeitslosigkeit / (economics) seasonal unemployment Konj unkturzyklus m (Konjunkturschwankung/) (economics) business cycle, trade cycle The general pattern of fluctuations in an economy. In the traditional view, the business cycle consists of four stages: prosperity, recession, depression, and recovery.

konkrete Struktur/concrete structure One of those structures that define the units that are at least in theory capable of physical separation from other units of the same sort.

Konkretheit /(konkreter Zustand m, konkrete Beschaffenheit /, Körperlichkeit f ) concreteness Konkurrent m (Mitbewerber m) (economics) competitor A business rival who offers similar or identical products or services.

Konkurrenz /(Wettbewerb m) 1. (economics) (Wettbewerb m) competition The presence and activities of rival products, brands, or services within one market.

2. (economics) (die Konkurrenten) the competition, the competitors pi, rival companies pi, rival firms pi, (die Konkurrenzmarke) brand X 2.1.The rival firms of a company in a market, taken as a whole. From a practical viewpoint, a business generally views as competition those firms that market products similar to, or substitutable for, its products in the same geographic area. 2.2. Generally, a normatively regulated, indirect and impersonal social process in which social groups or individuals attempt to satisfy their needs (—» Bedürfnis) by seeking the same limited resources (-» Ressource) within a given environment. 2 3 . A social process, regulated by social norms, in which two or more people or groups - interacting directly or indirectly, personally or impersonally, and with or without knowledge of one another make a common attempt to achieve a goal which is of such a nature that goal achievement (—> Zielerreichung) by one of those involved precludes full goal achievement by any others. 2.4. In game theory (—» Spieltheorie) and decisionmaking theory (-» Entscheidungstheorie), one of two patterns of interdependence. It is the hallmark of competitive relationships is the fact that if one person „sinks," the other „swims."

cf. Konflikt, Kooperation Konkurrenzanalyse / (Konkurrenzuntersuchung/) (marketing/market research) analysis of the competition, competition analysis A procedure used to review competition.

Konkurrenzausschluß m (advertising) exclusive agency agreement, exclusivity clause An agreement between an advertiser and an adver-

Konkurrenzbeobachtung tising agency under which the agency commits itself not to work for the advertiser's competitors. Konkurrenzbeobachtung f (market research) observation of the competition, competition observation Konkurrenzbetrieb m —> Konkurrenzunternehmen konkurrenzbezogene Budgetierung / (konkurrenzbezogene Methode / der Budgetierung) competitive-parity method, competitiveparity budgeting Under this approach to marketing budgeting, each firm adjusts its budget so that it is comparable to that of the leading firm in the industry. Konkurrenzdenken η (Konkurrenzmentalität / , wettbewerbsorientierte Haltung / , kämpferische Einstellung/) competitiveness Konkurrenzdynamik f (economics) dynamics pi construed as sg of competition Konkurrenzforschung / (market research) competition research Konkurrenzgleichgewicht η (Gleichgewicht η des Wettbewerbs) competitive equilibrium, pi competitive equilibriums or equilibria Konkurrenz K o n k u r r e n z l a g e η image of competitor(s) Konkurrenzintensität / (economics) intensity of competition Konkurrenzklausel/—> Konkurrenzausschluß Konkurrenzmarke / (Konkurrenzprodukt η) (economics) competitor's brand, brand X Konkurrenzmarkenstrategie / (marketing) competing-brands strategy, competing brands pi A product-overlap strategy (—» Produktüberschneidung), under which a company decides to compete against its own brand and introduces competing products to the market in order to gain a larger share of the total market. Konkurrenzmethode / (der Budgetierung) —> konkurrenzbezogene Budgetierung Konkurrenzmobilität / (Wettbewerbsmobilit ä t / ) (mobility research) contest mobility Konkurrenzproblem η (Wettbewerbsproblem η) (operations research) competition problem The problem to determine the rule to be followed by a decision maker that yields the best results when the outcome of his decision depends in part on decisions made by others, konkurrenzorientierte Preissetzung / (konkurrrenzorientierte Preisgebung/) (economics) competition-oriented priceing Konkurrenzreaktion / (economics) competitor's reaction, competitors' reaction, competitor's response, competitors, response Konkurrenzspanne/ (economics) competitors' margin, competitor's margin

112 Konkurrenzuntersuchung / —> Konkurrenzanalyse Konkurrenzverhalten η —> Wettbewerbsverhalten Konkurrenz vorteil m (economics) competitive edge, competitive advantage Any benefit or value provided by a product, a service, or company, often unique to the organization concerned that gives it superiority in the marketplace. konkurrierende Kanäle m/pl (marketing) competing channels pi One of two alternative multiple-channel strategies (—» Mehrkanalstrategie). Competitive distribution occurs when the same product is sold via two different and competing channels. cf. komplementäre Kanäle konkurrierende Kooperation / —> antagonistische Kooperation Konsens m (Konsensus m, Übereinstimmung f ) (sociology) consensus The degree of affirmative agreement among the members of a social system about normative and cognitive attitudes toward the system as a whole and toward one another. Konsensentscheidung / (auf Konsens beruhende Entscheidung/, auf Übereinstimmung beruhende Entscheidung / ) consensual decision A group decision based on the consensus (—» Konsens) of all group members. Konsensgrad m (Grad m des Konsens, Übereinstimmungsgrad m, Grad m der Übereinstimmung) degree of consensus Konsequenzenmatrix/—> Ergebnismatrix konservative Arbeitsgruppe / (konservative G r u p p e / ) (industrialpsychology) conservative work group, conservative group (Leonard R. Sayles) One of four types of work groups that emerge in different work situations. Conservative groups (skilled machinists or general repairmen, for example) have a monopoly on indispensable, scarce skills. konservativer Prozeß m (stochastics) conservative process A stochastic process (—> stochastischer Prozeß) that governs the behavior of a population of a constant total size, the members of which can assume independently one of a finite number of states, the variation consisting of transfer from one state to another. Konserve / (Konservendose f ) (packaging) can, tin can Konsignatant(in) m(f) (Konsignant m) (economics) consignor, consigner The holder of the title to goods that are shipped under consignment terms (—> Konsignationssystem).

113 Konsignatär m (economics) consignee The holder of goods that are shipped under consignment terms (-» Konsignationssystem). Konsignation / (Konsignationsgeschäft η, Konsignationshandel m) (economics) consignment, consignation, consignation deal, consignation dealing, consignment buying A business transaction under which a stock of merchandise is advanced to a dealer and located at his or her place of business, while the title remains with the vendor until the merchandise has been sold. Konsignationslager η (economics) consignation store, consignation warehouse, consignment Konsignationssystem η (economics) consignation system, consignment terms pi Konsolidierung / consolidation Konsortium η (economics) syndicate, consortium A group of companies, national or international, working together as a joint venture sharing resources and having interlocking financial agreements. konspektiver Test m (empirical social research) conspective test A test in which examiners see the same score, konstant halten v/t to hold constant Konstant-Summen-Spiel η (theory of games) constant-sum game Konstante / (mathematics/statistics) constant A quantity which remains the same for all individuals studies and/or throughout an investigation, konstante Summe f (mathematics/statistics) constant sum konstantes Summenspiel η (Konstantsummenspiel η) (theory of games) constant-sum game Konsum m (Verbrauch m, privater Verbrauch m) (economics) consumption The use of a product or a service by a consumer (—» Konsument), in a private household eventually ending in the destruction of the utility (—> Nutzen) the product or service embodies. Konsumangebot η (Angebot η an Konsumgütern) (economics) supply of consumer goods, consumer goods supply Konsumartikel m —» Konsumgüter konsumatorische Endhandlung f-* Zielreaktion Konsumdaten n/pl (Konsuminformationen f/pl, Verbrauchsdaten n/pl) (market research) consumption data pi Konsument m (Verbraucher m) consumer An individual, a household, or family who purchases and uses a product or a service for personal or household use. Konsumentenbefragung / (Verbraucherbef r a g u n g / ) (market research) 1. consumer sur-

Konsumentennachfrage vey, consumer jury test, consumer panel test, consumer opinion test, consumer interview A survey of consumer attitudes, buying habits (—> Kaufgewohnheit), etc., conducted among the actual or potential customers of a consumer product (—> Konsumgüter). 2. (Wiederholungsbefragung) consumer tracking Konsumenteneinstellung / (Verbrauchereinstellung/) (market research) consumer attitude Konsumentenforschung / (Verbraucherforschung f ) consumer research, consumer analysis That branch of marketing research which describes, analyzes, and applies attitudes, motives, the behavior, reactions, and preferences of purchasers and prospective purchasers of consumer goods (—» Konsumgüter). Konsumentengesellschaft / (Konsumgesells c h a f t ) / ) (economics) consumer society Konsumentenhandel m (economics) consumer trade Konsumentenhaushalt m (Haushaltseinheit / , Haushalt m) (empirical social research) spending unit, consumer household, private household Konsumenteninformation / (Verbraucherinformation f ) (economics) consumer information Konsumenteninteresse η —» Verbraucherinteresse Konsumentenjury / (Verbraucherjury / ) (market research) consumer jury, consumer panel A sample of actual and/or prospective consumers who are asked, in a pretest, to judge a product, a service, or the effectiveness or creative quality of an advertisement. Konsumentenkredit m (Konsumtivkredit m, Konsumkredit m) (marketing) consumer credit A loan to consumers granted by a vendor as a marketing instrument to enable them to buy his or her products or services, either directly through a bank or another intermediary. Konsumentenloyalität/consumer loyalty Konsumentenmarkt m (K-Markt m) (economics) consumer market, C market (Philip Kotier) cf. Produzenten-Markt (P-Markt), WiederverkäuferMarkt (W-Markt), Ö-Markt (Markt der öffentlichen Betriebe) Konsumentenmerkmale n/pl (Verbrauchermerkmale n/pl) (market research) consumer characteristics pi Konsumentennachfrage / (Verbrauchernachfrage f ) (economics) consumer demand 1. A motivating impulse impelling a consumer to act

Konsumenten-Ombudsmann either to attain a desired goal or to prevent an undesired event from occurring. 2. The quantity of a product or service a consumer market will absorb at a given time under conditions of specified price, income, promotional activity, and environmental factors.

Konsumenten-Ombudsmann m consumer ombudsman Konsumentenpanel η —» Verbraucherpanel Konsumentenpsychologie / (Verbraucherpsychologie f ) consumer psychology Konsumentenrabatt m (Verbraucherrabatt m) (economics) consumer discount, patronage discount Konsumentenreaktion f—> Kaufreaktion Konsumentenrente / (Käuferrente f ) (economics) consumer's surplus, consumer surplus, consumer's rent The difference between the actual price of a product or service and its utility (—> Nutzen) for its buyer.

Konsumentenrisiko η (Verbraucherrisiko η, Risiko η des Konsumenten, Risiko η des Verbrauchers) (statistics of decision-making/statistical quality control) consumer's risk point (CRP), lot tolerance percentage defective (LTPD), consumer's risk (CR) In quality control (—» Qualitätskontrolle), the risk (—» Risiko) which a consumer takes that a defective lot will be accepted by a sampling plan.

cf. Produzentenrisiko Konsumentenschutz m —» Verbraucherschutz Konsumentenschutzgesetzgebung / —> Verbraucherschutzgesetzgebung Konsumentensouveränität / (Verbrauchersouveränität / , Käufersouveränität f ) (economics) consumer sovereignty The theory that all economic processes are ultimately focused toward satisfying the wants to the final consumer, including even those of investment goods manufacturers and that, therefore, the performance of any economy ought to be evaluated in terms of how well it satisfies the wants of its consumers.

Konsumentensozialisation / (Verbrauchersozialisation / ) consumer socialization The social process by which children acquire knowledge, attitudes, and skills pertinent to their effective functioning as consumers in the marketplace.

Konsumentenstadt / (Verbraucherstadt / ) consumer city Konsumentenstimmung / (Verbraucherstimm u n g / ) (market research) consumer sentiment A more or less enduring pattern of emotional dispositions held by the consumers or groups of consumers in an economy, influencing their consumption behavior (—> Konsumverhalten).

Konsumentenstimmungsindex m (Index m

114 der Verbraucherstimmung) (market research) index of consumer sentiment Konsumententreue / (Verbrauchertreue / ) —> Konsumentenloyalität, Geschäftstreue, Produkttreue, Markentreue Konsumententyp m (Verbrauchertyp m, Käufertyp m) (market research) consumer type Konsumententypologie / (Verbrauchertypologie f ) (market research) consumer typology Konsumentenunzufriedenheit f (Verbraucherunzufriedenheit f ) (economics) consumer dissatisfaction cf. Konsumentenzufriedenheit Konsumentenverhalten η (Verbraucherverhalten n, Käuferverhalten n) (economics) consumer behavior, brit consumer behaviour The behavioral manifestations of the search and information activities, buying habits and patterns of consumers in the acquisition and consumption of goods and services.

Konsumentenwettbewerb m —> Verbraucherwettbewerb Konsumentenzufriedenheit / (VerbraucherZufriedenheit f ) (economics) consumer satisfaction The fulfillment of consumer want, which is the essential objective of all marketing operations.

Konsumentenzuversicht / (Verbraucherzuversicht/) (economics) consumer confidence Konsumentscheidung / —> Kaufentscheidung Konsumerismus m (economics) consumerism, consumers' rights movement, consumers' movement The public movement and social trend that favors the protection of the consumer from improper marketing practices through examination of product performance, advertising and sales practices, etc.

Konsumforschung / (market research) consumption research, consumer research That branch of marketing research that describes, analyzes, and applies attitudes, motives, the behavior, reactions, and preferences of purchasers and prospective purchasers of consumer goods.

Konsumfreiheit / (economics) consumer freedom, consumers' freedom Konsumfunktion / (economics) consumption function Konsumgenossenschaft / (retailing) 1. (Konsum η, Genossenschaftsladen m, Genossenschaftsgeschäft η) cooperative shop, co-operative shop 2. (Konsumverein m) consumer cooperative, consumer co-operative A retail business owned and operated by ultimate consumers tu purchase and distribute goods and services to the membership.

Konsumgenossenschaft / (Konsumverein m)

115 (retailing) consumer cooperative, brit consumer co-operative, colloq coop, co-op, also retail cooperative A retail business owned and operated by ultimate consumers to purchase and distribute goods and services to the membership. Konsumgesellschaft / (Massenkonsumgesellschaft/) mass-consumption society Konsumgewohnheit/(Muster η des KonsumVerhaltens) (economics) consumption pattern, consumption habit Konsumgttter n/pl (Konsumartikel m/pl, Konsumtivgüter n/pl) (economics) consumer goods pi, consumers' goods, consumer products pi Products that are produced for sale to individuals and families for personal consumption. Konsumgütermarketing η (Konsumtivgütermarketing η) consumer goods marketing, consumer products marketing Konsumgütermarkt m (economics) consumer market, consumer goods market, consumer products market The purchasers and/or individuals in private households who intend to consume or benefit from purchased product and who do not buy products for the main purpose of making a profit. Konsumgütermarktforschung / consumer goods market research, consumer products market research Konsumgütertypologie /(market research) typology of consumer goods, typology of consumer products, consumer goods typology, consumer products typology Konsumklima η (economics) consumption climate, climate of consumption Konsumkredit m Konsumentenkredit Konsumleitbild η (market psychology) consumption model Konsummarkt m —> Käufermarkt Konsummotiv η (Konsummotivation /) —> Kaufmotiv Konsummuster η (Verbrauchsmuster η) (economics) consumption pattern, pattern of consumption behavior, brit behaviour Konsumnachfrage /(Konsumgüternachfrage /) (economics) demand for consumer goods, demand for consumer products Konsumneigung / (economics) propensity to consume (John Maynard Keynes) The total value of consumer expenditure on consumer goods and services divided by the national income. cf. Sparneigung Konsumniveau η (economics) level of consumption Konsumnorm /—> Konsumstandard

Kontinuum Konsumpionier m (consumer research) early adopter, consumption pioneer Konsumpolitik/—» Verbrauchspolitik Konsumpreisindex m (Index m der Verbraucherpreise) (economics) consumer price index, pi indices or indexes konsumrelevanter Persönlichkeitsfaktor m (market psychology) consumption-relevant personality factor Konsumsoziologie / s o c i o l o g y of consumption Konsumstandard m (Konsumnorm f ) (market psychology) consumption standard Any social or ethical norm or goal of consumption behavior to be striven for, maintained, or regained. Konsumstil m (market psychology) consumption style Konsumstruktur / (economics) consumption pattern, consumption structure, structure of consumption Konsumsymbol η (economics) consumption symbol Konsumtheorie / (economics) theory of consumption, consumption theory Konsumtion /(Konsumption/) —> Konsum Konsumtionskredit m —> Konsumentenkredit Konsumtivbedarf m —> Konsumgüternachfrage Konsumtivgüter n/pl —» Konsumgüter Konsumverein m —> Konsumgenossenschaft Konsumverhalten η (market research) consumption behavior, brit consumption behaviour, consumer behavior, brit consumer behaviour Konsumverhaltensforschung / consumption behavior research, brit consumption behaviour research Konsumwunsch m —» Kaufwunsch Konsumzwang m —> Kaufzwang Kontaktbericht m (Kontaktmemorandum η) (eines Vertreters) call report, contact report —» Besuchsbericht, Vertreterbericht Kontaktbewertungsfunktion / (Kontaktbewertungskurve f ) (media research) response function —» Reaktionsfunktion Kontingenzbaum m (Kontingenzbaumanalyse f ) contingency tree, contingency tree analysis An environmental scanning technique (—» Umweltbeobachtung) based on the use of a graphical display of logical relationships among environmental trends that focuses on branch-points where several alternative outcomes are possible. cf. Relevanzbaum Kontinuum η continuum, pi continua or continuums An uninterrupted series of an infinite number of gradual changes in the magnitude of a characteristic.

Kontorhandel Kontorhandel m —> Streckenhandel Kontrahierungs-Mix η (Konditionen-Mix n, Kontrahierungspolitik / , Konditionenpolitik f ) (marketing) terms mix, terms policy, mix of general business terms, general business terms policy That ingredient of the marketing mix (—» Marketing-Mix) that consists of pricing (-» Entgeltmix, Preispolitik), discount policy (-> Rabatt), general business terms (—» Konditionen), including terms of delivery and payment (-> Lieferungs- und Zahlungsbedingungen), and loan policies (—> Kreditpolitik). Kontraktion f (economics) contraction Kontraktkurve / (Konfliktkurve / ) (economics) contract curve Kontraktmarketing η (Bruno Tietz) contractual marketing, contract buying cf. Kaufaktmarketing Kontramarketing η counter marketing (Philip H. Kotier) A marketing strategy that grows out of a state of unwholesome demand from the viewpoint of the consumer's welfare, the public's welfare, or the supplier's welfare. Unwholesome demand is a state in which any demand is felt to be excessive because of undesirable qualities associated with the offer. Kontravention / (einseitiger Konflikt m, Rivalität/) contravention A type of social interaction that is intermediate between competition (—» Konkurrenz) and conflict (—> Konflikt), being both more personally directed and more hostile, konträre Ereignisse n/pl —» disjunkte Ereignisse Kontrollautorität / (Befehlsgewalt / ) (organizational sociology) control authority The right to command in an organization. Kontrolle / control 1. Any constraint or prohibition. 2. The connectiveness of the elements in a system. 3. The evaluation of performance and the application of corrections. 4. The sending of a message which changes a recipient's behavior. Kontrollgrenze / (statistical quality control) control limit kontrollieren v/t to control, to check kontrollierter Markttest m (market research) controlled market test Kontrollkarte / (Kontrollgraphik / , Kontrolldarstellung f ) (statistical quality control) control chart Statistical process control (SPC) is used to monitor quality characteristics during the production process. The methods are useful in measuring the current quality of goods or services, and detecting whether the process itself has changed in a way that will affect quality.

116 —» Abnahmekontrollkarte Kontrollkartentechnik f (statistical quality control) control chart technique Kontrollpunkt m (statistical quality control) point of control, point of indifference Kontrollspanne / (organizational sociology) span of control, span of management, span of supervision The number of subordinates reporting directly to any one superior. The issue of span of control originates in the belief that a single leader cannot effectively supervise a large number of people. Kontrollsystem η (marketing) control system A marketing information system (—> Marketing-Informations-System) which provides continuous monitoring of marketing activities. It permits the marketing executive to spot problems as well as new opportunities very quickly, konventioneller Konflikt m (durch Normen geregelter Konflikt m) conventional conflict A conflict that is regulated by norms, konvergente Kooperation /(konvergente Zusammenarbeit/, arbeitsteilige Kooperation / , Kooperation / durch konvergentes Handeln, Zusammenarbeit / d u r c h konvergentes Handeln) converging-action cooperation, converging-action co-operation A type of cooperation in which the participants cooperate by doing dissimilar things. Konvergenz / convergence 1. The tendency toward parallelism and/or the independent emergence of similar characteristics. 2. The tendency to move toward one point. 3. The acceptance of an attitude or behavior contrary to one's own because it reflects other valid considerations (Marie Jahoda). cf. Divergenz Konversions-Marketing η conversional marketing (Philip H. Kotier) A marketing task that grows out of the state of negative demand. Negative demand is a state in which all or most of the important segments of the potential market dislike the product or service and in fact might conceivably pay a price to avoid it. Konversionsrate/conversion rate The rate at which marketing efforts are turned into actual orders of a product or service. Konzentration / (Zusammenballung / wirtschaftlicher Macht) (economics) concentration The decreasing dispersal of ownership in advanced capitalist economies, where the means of production in market sectors become owned by progressively fewer and larger groups. Konzentrationsstrategie / —> konzentrierte Marketingstrategie konzentrierte Marketingstrategie / concentrated marketing strategy, concentration strategy A market segmentation strategy (-» Marktsegmentation) under which an organization directs its mar-

117 keting efforts toward a single market segment through one marketing mix.

konzentriertes Marketing η concentrated marketing —» konzentrierte Marketingstrategie; cf. undifferenzierte Marketingstrategie konzentrische Diversifikation / (konzentrische Diversifizierung f ) (economics) concentric diversification Concentric diversification bears a close synergistic relationship to either the company's marketing or its technology. Thus, new products that are introduced share a common thread with the firm's existing products either through marketing or production. Usually the new products are directed to a new group of customers.

Konzept η (Begriff m, Konzeption f ) (theory of knowledge) concept Konzeption /conception Konzernentflechtungsgesetzgebung / —» Anti-Trust-Gesetzgebung Konzernrabatt m (economics) group discount The discount granted by an advertising medium in case of a combination buy.

Konzession/(economics) license, brit licence A legal arrangement that transfers the right to manufacture or to market a product to a licensee.

Konzessionierung f (economics) licensing, brit licencing A method for developing local production and marketing capabilities without investing capital in the local market. A licensing agreement is a contractual arrangement whereby the licensor (international company) gives the licensee (local company) either (1) patent rights, (2) trademark rights, (3) a copyright, or (4) expertise in how to produce and sell the product in question. In turn, the licensee pays the licensor a fee.

Kooperation / (Zusammenarbeit f ) cooperation, co-operation Any form of social process in which two or more individuals or groups combine their activities to achieve a common goal.

cf. Konkurrenz Kooperation / durch konvergentes Handeln —konvergente Kooperation Kooperationsform/feconomicsj form of cooperation, type of cooperation, brit co-operation Kooperationssystem η (economics) cooperation system, brit co-operation system Kooperationstyp m —> Kooperationsform Kooperationsvereinbarung / (economics) cooperative agreement, brit co-operative agreement, cooperation agreement, brit co-operation agreement Kooperationsverweigerung / (Kooperationsboykott m, Nicht-Kooperativität f ) noncooperation

Körperschaft kooperativ adj cooperative, co-operative Kooperative/—»Genossenschaft kooperative Form/(der Spielstrategie) (theory of games) cooperative form (of game strategy), co-operative form of game strategy (Oskar Morgenstern) kooperativer Konflikt m (konstruktiver Konflikt m) cooperative conflict, co-operative conflict kooperativer Wettbewerb m (kooperative Konkurrenz f ) cooperative competition, co-operative competition kooperatives Marketing η cooperative marketing, brit co-operative marketing The process by which independent producers, wholesalers, retailers, consumers, or combinations of them act collectively in buying or selling or both,

kooperatives Spiel η (theory of games) cooperative game, co-operative game Kooptation / (Kooptierung / , Zuwahl /, Selbstergänzung/) (organizational sociology) cooptation, co-optation, cooption, co-option (Philip Selznick) The process by which equals augment their ranks or sustain their number by absorbing new members into supposed positions of leadership or policymaking in an organization to avert threats by those persons to the power of those dominating the organization.

Koordination / (Koordinierung f ) coordination, brit co-ordination Koordinationszentrale / (Koordinierungszentrale / ) coordination center, brit co-ordination centre Koordinator m coordinator, brit co-ordinator Koordinieren η —» Zusammenfassung von Material oder Informationen koordinierte Zusammenarbeit / -> Teamarbeit Koordinierung / (Koordination /, Koordinieren n, Gleichordnung/, harmonische Abstimmung /, Harmonisierung f ) coordination, co-ordination The process by which members of a group are directed toward broad objectives. It is used primarily to describe procedures within complex organizations, especially in business and government.

Reorganisation / coorganization, brit co-organisation Koppelgeschäft η —» Kopplungsgeschäft Kopplungsgeschäft η (Koppelangebot η) (economics) package deal The combination of a number of product units or range of services into one salable unit,

körperliche Arbeit /labor, brit labour Körperschaft/corporation, union

118

Körperschaftseigentum

Körperschaftseigentum η (gemeinschaftliches Eigentumsrecht n) corporate property Korpsgeist m (Teamgeist m, Gruppengeist m, Gruppenbewußtsein n, Mannschaftsgeist m) (group sociology) team spirit

esprit de corps, group mind,

Kosten pi (economics) gaben) expenses pi

cost, costs pi,

(Aus-

Kostenanalyse / (Aufwandanalyse / ) cost analysis, pi analyses Kostenbudgetierung / (economics) cost budgeting —> kostenorientierte Budgetierung, finanzmittelbezogene Budgetierung kostendeckend adj (economics) cost-covering Kostendeckung / (economics) cost coverage, coverage o f cost Kosteneffizienz / (economics) cost efficiency, also (false) cost effectiveness Kostenelastizität /(economics) cost elasticity Kostenfaktor m (economics) cost factor Any factor contributing to cost rather than profit, kostenfrei adj —> kostenlos Kostenfunktion / (statistics) cost function A function which describes the estimated total cost (C) for alternative quantities per period (Q) that might be produced by a business firm. Kostenindex m für die Lebenshaltung —> Lebenshaltungskostenindex Kostenkontrolle f (economics) cost control kostenlos (kostenfrei) adj free, free of charge, gratuitous kostenloser Versand (Freiversand)

m

Kosten-Mix η (economics) costs

—>

Gratisversand

cost mix, mix of

Kosten-Nutzen-Analyse f (economics) costbenefit analysis The investigation of the relationship existing between the economic and social cost and the economic and social benefits of an investment. Kosten-Nutzen-Verhältnis η (economics) cost-benefit-ratio, cost-benefit relationship The relationship between the social or economical costs and the benefits of any investment project, kostenorientierte Preissetzung / (economics) cost-oriented pricing The practice of establishing the price of a product on the basis of its cost. Although cost-oriented pricing does not involve a consideration of demand (—» Nachfrage), most pricing executives attempt to estimate the likely impact of a cost-derived price on the demand for the product, kostenorientiertes Transferpreissystem η (economics) cost-oriented transfer pricing One of two variants of transfer pricing (—> Transferpreispolitik). Typically, if a market price exists for

the transferred product, it is used as the firm's internal transfer price. Kostenpreis m (economics) cost-oriented price, cost-plus price —» kostenorientierte Preissetzung; cf. Selbstkostenpreis Kostenpreiskalkulation / (Kostenprinzip η) (economics) cost-oriented pricing, cost-plus pricing A way of arriving at a selling price by taking the invoice cost of an item and adding a certain percentage to it. It is a pricing method whereby actual production costs, or an estimate thereof, is added to a profit figure to arrive at a selling price. Kostenquote / (Kostenverhältnis η, Preisquote/, Preisverhältnis η) (economics) cost ratio A measure for evaluating sources of supply whereby all identifiable purchasing and receiving costs are related to the value of the shipments. Kostenrangordnung/—» Preisrangordnung Kostenschätzung / (economics) estimation of cost, cost estimation Kostenstudie / (Kostenuntersuchung /, Aufwandsanalyse /, Aufwandsuntersuchung / ) (economics) cost study Kostenvoranschlag m (Kostenanschlag m) (economics) cost estimate Kostenzentrum η (economics) expense center, cost center, brit centre A collection of controllable costs which are related to one particular job of work or kind of service, a unit or center of activity. cf. Ertragszentrum Kostprobe / — » Warenprobe Kramladen m —> Gemischtwarengeschäft Krankenquote / (Krankenverhältnis n) (demography) morbidity ratio, morbidity rate Krankenstatistik / (Statistik / der Erkrankungen) (demography) morbidity statistics pi construed as sg Krankenversicherung/health insurance Krankfeiern η (Drückebergerei /, Driickebergertum η, „Blau" machen η) (industrial sociology) malingering Krankheitsquote / (Ausfallquote f ) (bei der Arbeit) (industrial sociology) disability rate Krankheitsrate / (Krankheitsziffer /, Krankenstand m) (demography) morbidity rate kreativ adj creative kreative Innovation / c r e a t i v e innovation kreatives Problemlosen η (Buffalo-Methode / ) (innovation) creative problem solution, Buffalo method (Sydney J. Parnes) Kreativität /creativeness, also creativity Kreativitätsmethode / (Kreativitätstechnik /, Ideenfindungsmethode f ) (innovation) idea

119 development method, creative idea development, idea generation method, creative idea generation Kredo η (Credo η, Glaubensbekenntnis η) creed kreieren (schaffen, schöpfen) v/t to create, to design to develop kreisförmige Darstellung / einer Organisationsstruktur (graphic representation/organizational sociology) circular organization chart, brit circular organisation chart Kreuzelastizität f (economics) cross-elasticity The response of demand (—> Nachfrage), for one product or service to a change in the price of another. Kreuzelastizität / der Nachfrage (economics) cross-elasticity of demand Kreuzelastizität / des Angebots (economics) cross-elasticity of supply A measure of the responsiveness of producers to a change in the price of a related good. Specifically cross elasticity of supply is defined as the percent change in the supply of one good in response to a one percent change in the price of an alternative product. Kreuzpreiselastizität / (Preiskreuzelastizität / , Substitutionselastizität/, Triffinscher Koeffizient m) (economics) cross elasticity of demand, cross price elasticity The response of demand (—» Nachfrage) for one product or service to a change in the price of another. Krise / ( K r i s i s / ) crisis, pi crises Any serious disturbance or interruption of the normal and expected succession of events in the life of a system, a social group or an individual. Krise / des Wertesystems (einer Gesellschaft) axiological crisis, pi crises K r i s e / i n der Lebensmitte —» Midlife-Krise Krisenbekämpfung / (Katastrophenbekämpf u n g / ) crisis intervention The forestalling of an undesirable crucial event and/or decisive and radical change in a person's or a social group's life. Krisenlage / (Krisensituation f ) crisis situation Krisenzyklus m crisis cycle The typical pattern in a crisis situation, kritische Entscheidung / (statistics of decision-making/statistical quality control) critical decision —» strategische Entscheidung, Entscheidungsentscheiden kritische Pfadanalyse / critical path analysis, critical path method (CPM) An approach to research project scheduling that employs a network (—> Netz) based on diagramming

Kundenbesuch the activities to be performed and their estimated completion times, kritische Region/—» Zurückweisungsbereich kritischer Bereich m (kritische Region/, Ablehnungsbereich m, Zurückweisungsbereich m) (hypothesis testing) critical region, region of rejection, rejection region In statistical hypothesis testing, one of two mutually exclusive regions into which the sample space is divided, the other being the region of acceptance (-» Annahmebereich). —» Zurückweisungsbereich Kuder-Präferenz-Fragebogen m (psychology of work) Kuder Preference Record A self-report inventory designed to reveal relative interest in ten broadly defined vocational areas, such as scientific, musical, etc. by the administration of items dealing with the interests as well as five sections dealing with personality data, such as family relations, and conflict avoidance. Kulturkapital η cultural capital A polemic term used to describe the unequal distribution of cultural practices, values and competences in capitalist societies. Just as different social classes and groups are defined in terms of their differences in their access to economic capital, and hence material power, they are seen to possess correspondingly unequal cultural capital and symbolic power by Marxist ideology. Kulturökonomie / cultural economics pi construed as sg (Kenneth E. Boulding) kumulativer Mengenrabatt m (economics) cumulative quantity discount A type of quantity discount offered if the customer purchases a large order. With a cumulative quantity discount, the buyer need not purchase merchandise all at once but instead may order goods over a period of time two weeks, a month, six months, or a year. cf nichtkumulativer Mengenrabatt Kunde m customer, client, buyer A person or organization who actually makes the decision to buy a certain product or service from a source. Also, an advertiser with whom business is done. Kundenausweis m —» Kaufschein Kundenbefragung / (marketing research) customer survey A sales forecasting technique in which a firm's customers are questioned regarding their expectations about future purchases. Through a customer survey, marketers can ask customers what types and quantities of products they intend to buy during a specific period. This approach may be useful to a business that has relatively few customers, because they can be questioned easily. Kundenberatung/customer advisory service Kundenbesuch m 1. (einzelner Besuch) call, call on a customer, customer call, canvass 2. (Vorgang) canvassing, detailing —> Vertreterbesuch

Kundenbesucher Kundenbesucher m canvasser, detailer A sales representative (-» Handelsvertreter) or selling agent (—> Reisender) who calls direct on customers. Kundenbeziehungen f/pl customer relations pi Those public relations activities intended to maintain good relations with customers and to establish or stabilize their loyalty. Kundenbindung / —> Käuferloyalität, Geschäftstreue, Ladentreue, Markentreue, Produkttreue Kundendienst m (Kundendienstleistung / , Kundendienstleistungen f / p l ) (economics) 1. service, customer service The total range of activities and privileges extended to the customers of a firm beyond the merchandise itself, such as pleasant general business conditions, consumer credit (-> Konsumentenkredit), returns, delivery, wrappings, etc., to maintain the utility of products sold and establish customers loyalty. 2. (nach dem Kauf) after-sales service The service of carrying out repairs, maintenance and the supply of advice or spares after a sale has been transacted. The provision of the service is usually essential to the sale of the product. 3. (vor dem Kauf) pre-sales service Kundendienstpolitik / (Kundendienst-Mix η) (economics) service policy Kundendienstabteilung / (retailing) customer-service department A corporate department responsible for coordinating customer services as tools in creating customer satisfaction and loyalty. Kundenforschung / (market research) intercept interviewing, exit interviewing Kundenfrequenzanalyse / —» Kundenlaufstudie Kundenkartei/list of buyers, list of customers, mailing list Kundenlaufanalyse / (Kundenlaufstudie / , Kundenstromanalyse / , Kundenfrequenzanal y s e / ) (market research) customer flow analysis, customer flow investigation, store traffic analysis, store traffic investigation The analysis of the flow of customers into and throughout a store. Placement of merchandise in various store areas must take into account the natural and the desired pattern of customer movement to and from these areas. Kundenmanagement η (marketing) account management Kundenplazierung / (retailing) customer spotting Kundenprofil η (market research) customer profile The demographic and socioeconomic description of a company's customers. Kundenrabatt m —» Rabatt

120 Kundenservice m —> Kundendienst Kundenstrom m (queuing) traffic Kundenstromanalyse / Kundenlaufanalyse Kundenstromintensität / (Intensität / des Kundenstroms) (queuing) traffic intensity Kundenstruktur / ( m a r k e t research) customer structure, customer characteristics pi Kundentreue / —> Käuferloyalität, Geschäftstreue, Ladentreue, Markentreue, Produkttreue Kundentyp m (market research) customer type, type of customer Kundentypologie f (market research) customer typology, typology of customers Kundenunzufriedenheit / nach dem Kauf post-buy dissatisfaction, postdecisional regret The experience a buyer may make, particularly after high-cost purchases, questioning the wisdom of the purchase. Kundenverhalten η (marketing research) customer behavior, brit customer behaviour, client behavior, brit client behaviour Kundenzufriedenheit / 1. customer satisfaction, buyer satisfaction 2. (nach dem Kauf) postdecisional satisfaction, post-buy satisfaction Kunstfertigkeit / (Geschicklichkeit / ) workmanship Kunstgewerbeschule / (Kunstschule / , Kunstfachschule/) art school Kunsthandwerk η handicraft Kunsthandwerker m handicraftsman, pi handicraftsmen Kunsthochschule / (Kunstfachhochschule f ) arts college künstlerische Gestaltung/—» Gestaltung künstliche Veralterung / —> geplante Obsoleszenz Kunstwort η (Phantasiemarke f ) (branding) arbitrary mark, coined word An invented and originated arbitrary combination of letters or syllables to form a new word, as opposed to a dictionary word, for a trademark or brand name, kurzfristige Schwankung / (kurzfristige Fluktuation f ) (statistics) short-term fluctuation kurzfristiges Ziel η (Ziel η) target A time-phased aim that serves as a milestone toward the attainment of long-term goals. cf. langfristiges Ziel kurzlebige Gebrauchsgüter n/pl (economics) nondurable consumer goods pi, nondurables pi, orange goods pi Any goods that are consumed and replaced at moderate rates. Ususally they are in fairly broad distribution, require moderate service, and have a moderate to good gross margin (e.g., dress clothing), kurzlebige Konsumgüter n/pl (economics)

121

kybernetisches System

nondurable consumer goods pi, nondurables pi, red goods pi

Kybernetik / cybernetics pi construed as sg (Norbert Wiener)

Goods that are consumed immediately and, therefore, replaced at fast rates.

A science of communication, information, and of feedback and control mechanisms which uses servomechanisms.

cf. langlebige Konsumgüter Hybernation / (aus Kybernetik + Automation) cybernation (D. Michael) The process of automation (—» Automatisierung) and cybernetics (-> Kybernetik), i.e., in this case, computerization.

kybernetisches Modell η (organizational sociology) cybernetic model cf. homöostatisches Modell kybernetisches System η cybernetic system

L labiles Gleichgewicht η unstable equilibrium, pi equilibriums or equilibria cf. stabiles Gleichgewicht Labilität /unstability cf. Stabilität Laden m (Geschäft η) (retailing) store, shop A business establishment into which customers and prospects are invited to visit and to select purchases. Ladenatmosphäre / (retailing) store atmospherics pi construed as sg The conscious designing of a store's space to create emotional effects that enhance the probability that consumers will buy. Ladenaufseher m (retailing) (im Warenhaus) floorwalker, brit shopwalker A store security officer who usually mixes with customers trying to spot shoplifters. Ladenausstattung f (retailing) store layout, store design The architectural character, equipment or decorative style and atmosphere of a retail store including the allocation and arrangement of space to each selling and nonselling department. Ladenbau m (retailing) store construction Ladenbeobachtung f (market research) store observation, shop observation, in-store observation

Ladenbesitzer m (Ladeninhaber m, Geschäftsinhaber m) (retailing) storekeeper, brit shopkeeper Ladendesign η (Ladengestaltung/) (retailing) store design, brit shop design The design of the architectural character or decorative style of a store, in which the intended projected image of the store should play a large part.

Ladeneinrichtung/(retailing) store fittings pi, store equipment, brit shop fittings pi, shop equipment, store fixtures pi Ladenfenster η —> Schaufenster Ladenfront f (retailing) store front, brit shop front Ladenfunk m (retailing) storecasting Broadcasting, or to be more accurate, narrowcasting at the point-of-purchase, usually offering music and news as well as commercials.

Ladengemeinschaft / —» Gemeinschaftswarenhaus Ladengeschäft η (retailing) store, retail store, shop, retail shop, retail establishment, retail business, independent store Ladengestaltung/—> Ladendesign Ladenhandel m (seßhafter Handel m, stationärer Handel m) (economics) store trade, retail

trade, store business, store retailing, shop trade, stationary trade cf. ladenunabhängiger Handel Ladenhüter m (retailing) shelf warmer, deadwood, dead stock, sticker An item in the inventory of a store for which there is no demand.

Ladenimage η (Geschäftsimage η) (retailing) store image The way in which a store is defined in shoppers' minds partly by its functional qualities and partly by its aura of psychological attributes.

Ladeninhaber m —» Geschäftsinhaber Ladenkasse / (Registrierkasse f ) (retailing) cash register

Ladenkette/—> Einzelhandelskette Ladenlayout η (Geschäftslayout η) (retailing) store layout, brit shop layout Ladenöffnungszeit / (Geschäftsöffnungszeit f ) (retailing) store opening time, opening time, business hours pi Ladenpreis m (Einzelhandelspreis m, Endverbraucherpreis m) 1. retail price, consumer price The basic recommended or actual price without allowance for any possible discounts.

2. (Listenpreis) list price Ladenschluß in (Ladenschlußzeit / ) (retailing) store closing time, closing time, shop closing time Ladensendung /(Ladenfunk m) storecast Ladentest m (Ladenbeobachtung f ) (market research) store test, in-store test Any test that is carried out in a retail outlet, e.g. comparing the level of consumer sales resulting from different pricing policies, the effect of merchandising material, or packaging, or brand names.

Ladentheke / (Ladentisch m) (retailing) store counter, counter

Ladentischauslage /(Thekenauslage / ) (POP advertising) counter display, counter display piece, counter dispenser Ladentreue / (Geschäftstreue /, Ladenloyalität/, Geschäftsloyalität f ) (retailing) store loyalty, single-store loyalty, patronage The habitual use by customers of particular sources of supply. Patronage is a type of store-customer relationship that is characterized by giving customers reasons to keep coming back to a store.

Ladenverkauf m —> Ladenhandel Ladenverschleiß m (retailing) store erosion ländliche Bevölkerung / (demography) rural population

Landarbeiter

123

—> Landbevölkerung ländliche Industrie / (social ecology) rural industry An industry that is located in a rural area,

ländliche Industriegemeinde / (Industriedorf η) (social ecology) rural industrial community A rural community (—» ländliche Gemeinde) that is dominated by a single industry. L a g e / 1 . (Standort m, Platz m, Stellung/) location 2. (Situation f ) state 3. (Pappe) ply layer Lageplan m site plan, layout plan Lager η (economics) 1. (Vorrat) stock, store, supplies pi 2. (Gebäude) warehouse, storehouse, storage room, stock room —> Lagerpolitik Lagerbestand m —> Lager Lagerbestandsaufnahme / (economics) stocktaking, stock inventory, inventory, stock audit The process and procedure of physical or manual counting of trading stock.

Lagerbestellung / (Lagerauftrag m) (economics) stock order Lagerdauer f (economics/retailing) (im Einzelhandel) shelf life The length of time that is generally accepted as the maximum that a certain product may remain in stock before serious enough deterioration takes place that the product should not be sold.

Lager-Discounter m (economics) warehouse discounter, self-service department store, combination store A type of department store where customers help themselves to prepriced goods from shelves or other displays, and pay for their purchases at suitably located cash tills or in total upon departure.

Lagerergänzung / (economics) warehouse replenishment Lagergeschäft η (Lagerhandelsgeschäft η) (retailing) warehouse store, box store A stripped-down retail food operation offering a limited assortment at discount prices mainly of foods obtained from producers on special deals.

Lagerhaltung f (economics) keeping, warehouse policy

storage, stock-

The marketing function that involves holding goods between the time of their production and their final sale.

Lagerhandel m (economics) warehouse selling, store retailing cf. Streckengeschäft Lagerhaus η —» Lager Lagerkosten pi (Lagerhaltungskosten pi) (economics) warehouse charges pi, warehouse expenses pi, storage charges pi, storage expenses pi, cost(s) (pi) of storage

lagern v/t (economics) to stock, to store Lagerpolitik / (Lagerhaltung / , Lagerplan u n g / ) (economics) inventory planning, warehousing, warehouse policy, storage policy, stockkeeping policy The primary function of warehouses is to provide safe, economical maintenance of inventories. Without efficiently operated warehouses, the firm would not be able to provide the level of service demanded by its customers.

Lagerraum m (economics) stock room, storage room, store room Lagerschein m (economics) warehouse receipt A receipt given by a warehouseman to the owner of goods deposited in the warehouse.

Lagerstatistik /(Inventarstatistik / ) (economics) inventory statistics pi construed as sg Lagerumschlag m (Lagerumschlagshäufigkeit / , Lagerumschlagsgeschwindigkeit f ) (economics) 1. stock rotation, stocktum, stockturn rate, inventory turnover, speed of stock rotation, frequency of stock rotation, warehouse replenishment, warehouse replenishment time The rapidity with which items sold from a warehouse can be replaced from the factory.

2. (retailing) stockturn, turnover rate, rate of stockturn, turnover, merchandise turnover, inventory turnover, stock turnover, rate of stockturn, stockturn, merchandise turnover The rate at which trading stock is sold and replaced, i.e. total sales divided by the average inventory at selling prices.

Lagerumschlagsziifer / (statistics/economics) 1. inventory turnover rate, stocktum rate An analytical tool that indicates the number of times that an inventory is sold (turns over) during one year.

2. net sales to inventory ratio, net sales to inventory A turnover measure that is computed by dividing the net-sales-to-inventory measure by merchandise inventory.

Lagerung/ -» Lagerhaltung Lagerwirtschaft / —> Lagerhandel, Lagerhandelspolitik; cf. Streckenhandel Lagerzyklus m (economics) stock cycle, storage cycle Laissez-faire π (economics/organizational sociology/industrial sociology) laissez-faire, laisser-faire 1. Originally, the doctrine of nonintervention by the state into the economy of a given society. 2. A concept of leadership under which the leader exerts minimum control over the followers.

Laissez-faire-Führer m (organizational sociology) laissez-faire leader Landarbeiter m (Landarbeitsknecht m) agri-

Landbevölkerung cultural worker, farm worker, agricultural laborer, farm laborer A person who derives his or her livings from farming or pasturing, but who has no rights in the land except perhaps the nominal one to use a tiny fragment of someone else's holding on which to grow a few subsistence crops. Landbevölkerung / (demography) rural population, rural folk That part of the total population that lives in predominantly rural areas. Landhandel m (economics) agricultural trade, farm trade, rural trade Landwirt(in) m(f) (Bauer m, Fanner m) farmer, farmer-peasant, agriculturist, farm owner, farm operator Landwirtschaft / agriculture, farming, husbandry The totality of individuals actively engaged in the collection and cultivation of plants and animals (agriculture, horticulture, forestry, cattle-breeding, and to some extent fishing) but not in their transformation into various products of industry, landwirtschaftlich adj agrarian, agricultural landwirtschaftlich tätige Landbevölkerung / (demography) rural-farm population cf. nicht landwirtschaftlich tätige Landbevölkerung landwirtschaftliche Betriebsstruktur / farm structure landwirtschaftliche Bevölkerung / (Agrarbevölkerung/) (demography) agricultural population, farm population, rural farm population That part of the total population that is engaged in agricultural occupations. —> Landbevölkerung landwirtschaftliche Überproduktion / —> landwirtschaftlicher Überschuß landwirtschaftlicher Überschuß m (landwirtschaftlicher Produktionsüberschuß m, landwirtschaftliche Überproduktion f ) (economics) agricultural surplus The excess of agricultural production over what is necessary for the subsistence of a particular producing group. landwirtschaftliches Einkommen η (economics) farm income Landwirtschaftsgehilfe m (-gehilfin / ) (Landwirtschaftsarbeiter(in) m (f), Knecht m, M a g d / ) farm laborer, brit farm labourer Landwirtschaftsgenossenschaft / (landwirtschaftliche Genossenschaft f ) cooperative farmers' association, co-operative farmers' association An agricultural cooperative formed for performing the economic functions of marketing, purchasing, and credit extension.

124 Landwirtschaftsmarketing η (Agrarmarketing ή) agricultural marketing langlebiges Konsumgut η —> Gebrauchsgut Langzeittrend m (säkularer Trend m) (statistics) secular trend A long-term trend in a time series. Langzeitzyklus m (säkularer Zyklus m) (statistics) secular cycle A long-term cycle in a time series, latente Nachfrage f (economics) latent demand A type of demand which exists in a situation where a particular need has been recognized, but no products have been offered to satisfy the need, i.e. a situation in which a significant segment of a market exhibits a preference for a product which is not being offered, latente Struktur / l a t e n t structure A structure expressed in terms of variates or variables that are not directly observable. cf. manifeste Struktur latenter Bedarf m (Erschließungsbedarf m) (economics) latent demand, hidden demand, unsought goods pi A situation in which a significant segment of a market exhibits a preference for a product which is not being offered. —> latente Nachfrage latentes Bedürfnis η (economics) latent need laterale Diversiiikation / (laterale Diversifizierung f ) (economics) lateral diversification, conglomerate diversification A type of diversification, in which the new product bears no relationship to either the marketing or technology of the existing product, laterale Integration / —» horizontale Integration laterale Interaktion / (organizational sociology) lateral interaction cf. skalare Organisation laterale Organisation f (organizational sociology) lateral organization, brit organisation An organization which needs a low ratio of organizational levels to coordinate positions. cf. skalare Organisation lateraler Prozeß m (organizational sociology) lateral process cf. skalarer Prozeß lateraler Status m (organizational sociology) lateral status cf. skalarer Status laterales Prinzip η (laterales Organisationsprinzip η) (organizational sociology) lateral principle cf. skalares Prinzip Laufkunde m (retailing) chance customer, chance buyer, transient customer, transient buyer cf. Stammkunde

125

Leipziger Schule

Laufkundschaft, f (retailing) chance customers

pi, chance buyers pi, transient business, transient customers pi, transient buyers pi Laufzeit /(eines Vertrags) contract period Lawinensystem η —> Schneeballverfahren Leased-department-Prinzip

η

(retailing)

leased department principle, concession principle The principle of leasing a business operated within the physical space of another business, usually on a rental agreement based on sales.

Leasing η (economics) leasing A business practice whereby a firm may acquire the use of equipment or other plant without the necessity of purchasing it.

Lebensdauer / (economics)

(eines Produkts)

Lebensmittel-SB-Markt m (LebensmittelSelbstbedienungsmarkt m) -> LebensmittelSB-Laden Lebensphase / —* Familien-Lebenszyklus (Familienzyklus) Lebensqualität /quality of life, life quality Lebensstandard m (economics) standard of liv-

ing, living standard For an individual or household, the availability of goods and services within his income; for a community, the quality of life related to its income and wealth.

Lebensstil m (Alfred Adler) (psychology) style of life, life style, life-style The characteristic mode of living of a person, of the way in which he or she pursues his or her goals.

product life, entire life —» Produktlebenszyklus Lebenshaltung / (Lebensführung /, Lebenshaltungsniveau η, Niveau η der Lebenshaltung) (economics) plane of living, level of living Lebenshaltungskosten pi (Lebenshaltungskostenindex m) cost of living —» Preisindex für die Lebenshaltung Lebenshaltungskostenindex m (Kostenindex

Lebensstilanalyse / (Lebensstilstudie /, Le-

m für die Lebenshaltung) (economics) con-

Lebensunterhalt m (Auskommen η) livelihood, sustenance

sumer price index (CPI, C.P.I.), pi indexes or indices, cost-of-living index An index number, (—» Indexzahl), representing the trend of a series of prices paid for a representative sample of consumer goods, revealing the changes in the cost to households of typical purchase needs.

Lebensmitteleinzelhandel m 1. (Institution) food retail trade, food retailers pi 2. (Funktion) food retailing Lebensmitteleinzelhändler m food store detailer, food detailer, food store, grocery, grocer Lebensnüttelgesetz η (Gesetz η zur Neuordnung und Bereinigung des Rechts im Verkehr mit Lebensmitteln, Tabakerzeugnissen, kosmetischen Mitteln und sonstigen Bedarfsgegenständen) Food, Drug and Cosmetic Act Lebensmittelmakler m (wholesaling) food bro-

ker A broker (—» Makler) who sells food and other grocery products to retailer-owned and merchant wholesalers, grocery chains, industrial buyers, and food processors. Lebensmittelpackung / food package, food pack

Lebensmittel-SB-Laden

m

(Lebensmittel-

Selbstbedienungsladen m) (retailing) food self-service store, food self-service shop A type of self-service store where customers help themselves to prepriced goods from shelves or other displays, and pay for their purchases at suitably located cash tills or in total upon departure.

bensstiluntersuchung f )

(market

research)

life-style analysis, life-style study, life-style investigation Lebensstil-Segmentation / (market research) life-style segmentation A market segmentation technique (—> Marktsegmentierung) that attempts to classify people into segments on the basis of a broad set of life-style criteria.

Lebenszyklus m (Familienzyklus m) (social

psychology) life cycle (Erik H. Erikson) The development of an individual through childhood, adolescence, midlife, old age and death.

Lebenszyklus m des Einzelhandels life cycle of retail institutions, institutional life cycle The life cycle of retail institutions involves four distinct stages: early growth, accelerated development, maturity, and decline. The development and strategy of the retail institution will vary dramatically as it moves through the life cycle.

Lebenszyklus m einer Institution —> institutioneller Zyklus

Lebenszyklusbevölkerung / (Lebenszyklusgrundgesamtheit / ) life-cycle population leeres Nest η empty nest —» Familien-Lebenszyklus cf. volles Nest Leermuster η —> Blindmuster Leerpackung/dummy package, dummy Lehrling m (Lehrjunge m, Lehrmädchen η, Auszubildender m, Auszubildende /, Volontär m, Volontärin/) (industrial

sociology)

ap-

prentice Lehrlingsschaft / (Lehrlingsstand m, Berufsausbildung f ) (industrial sociology)

ticeship Leipziger Schule / (Ganzheitspsychologie)

—>

appren-

Ganzheitslehre

126

Leistung Leistung / 1. (Ausführung /, Durchführung / , Bewerkstelligung/) performance 2. (psychology) achievement 2.1. Any behavior in which an individual engages in response to a task or activity which leads to results, especially to a result which modifies the environment in some way. 2.2. The amount or level of information a subject has learned within or up to a given time. 2.3. Accomplishment, success in bringing about a desired end. 2.4. That which is successfully attained. 2.5. The degree or level of success in some specified area or in general. 2.6. —» Leistungsorientierung

3. ascription Leistungsalter η (psychology) achievement age Both the level of attainment that is considered normal for a particular age and the chronological age that is equivalent to a specific level of performance.

Leistungsanreiz m (Anreiz m, Ansporn m) incentive Any material or immaterial good used to increase achievement.

Leistungsbatterie /(Batterie / v o n Leistungstests) (psychology) achievement battery, battery of achievement tests A group of tests that measure the degree of attainment of skills and knowledge in several areas.

Leistungsbedürfnis η (Leistungsmotivation f ) (psychology) need for achievement, achievement need, achievement drive Leistungsbeförderung / (Beförderung / , Ernennung / aufgrund von Leistungen, nach Verdienst) (organizational sociology) merit appointment Leistungsfähigkeit / (Tüchtigkeit / , Leistungsvermögen η, Fertigkeit / , Sachverständigkeit / , Geübtheit / ) (psychology) proficiency Leistungsgesellschaft / (leistungsorientierte Gesellschaft f ) achievement-oriented society, achieving society (David C. McClelland) —» Leistungsmotivation Leistungsgrad m —> Effizienzfaktor Leistungsgruppe/—> Funktionsgruppe Leistungsmotivation / (psychology) achievement motivation, achievement motive (David C. McClelland) The human need to perform well or better, a concern to improve and to be superior in performance than others, determining a person's effort and persistence in reaching some given standard of excellence or in comparison with competitors, and the level of aspiration (—> Anspruchsniveau) that is involved in that standard or competition.

Leistungsnorm/—> Verdienstnorm

Leistungsprinzip η performance principle, achievement principle Leistungsquotient m (psychology) achievement quotient (AQ), accomplishment quotient The ratio of actual performance level to the expected level of performance.

Leistungsstandard mance standard

m

(economics)

perfor-

An expected level of performance against which actual performance can be compared.

Leistungstest m 1. (Fertigkeitstest m) (psychology) proficiency test 2. achievement test, performance test A test designed to measure an individual's achievement.

cf. Eignungstest Leistungsvermögen η proficiency —> Leistungsfähigkeit Leitbild η (Vorbild η, Idol η, Muster η) 1. model (Person) model person, model A person who is either imitated or regarded as a reference (—> Bezugsperson) or an ideal or value.

2. (Leitbildgruppe) model group A group who is either imitated or regarded as a reference (—» Bezugsgruppe) or an ideal or value.

Leitbildgruppe /(normative Bezugsgruppe / ) (social psychology) normative reference group (Harold H. Kelley) cf. Vergleichsgruppe Leitbildmarketing η model marketing leitende S t e l l u n g / - » Oberleitung leitender Angestellter m (Manager m, Geschäftsführer m, Geschäftsleiter m, Unternehmensleiter m) executive leitender Angestellter m der mittleren Führungsebene —> Manager der mittleren Führungsebene Leiter m 1. (eines Unternehmens) manager, managing director head 2. (einer Abteilung) head (of a department), department head Leitfaden m 1. (Handbuch) manual, guiding manual, guide, guide book, handbook 2. (Lehrbuch) textbook Leitung/—» Management Leitungsautorität/—> Stabsautorität Leitungspolitik / (Leitungsgrundsätze m/pl) executive policy Leitungsstab m staff -> Stab Leitungssystem η —» Managementsystem Leontieff-Modell η —> Input-Output-Analyse Lernen η (psychology) learning A relatively permanent change in a behavioral tendency, which occurs as a result of reinforced practice. The learning process is the intervening variable which relates experience to learning.

127

Linienautorität

Lernkurve / (psychology) learning curve, improvement curve, response function, response curve, experience curve A graphic representation of the changes at successive units of practice over the course of learning.

Lernprozeß m (psychology) learning process Lernpsychologie / (Psychologie / des Lernens) learning psychology, psychology of learning Lerntheorie/(Theorie/des Lernens, Verhaltenstheorie f ) (psychology)

theory of learning,

learning theory The body of concepts exploring the process of learning, starting with associationism, through the various theories of conditioning and cognition.

Letztkäufer m (Letztnachfrager m, Letztverbraucher m) Endverbraucher Letztverbraucherbefragung / —> Verbraucherbefragung Letztverkaufsstelle /—» Verkaufsstelle Lieferant m (economics)

supplier

Lieferantenanalyse / (Lieferantenbewertung / , Lieferantenbeurteilung/) (economics)

ven-

dor analysis, vendor evaluation, vendor appraisal A method used by a firm to determine the vendors with which it will do business. Lieferantentreue / (economics) supplier loyalty

Lieferbedingungen f/pl (Lieferungsbedingungen f / p l ) (economics) terms pi of delivery Lieferbereitschaft /(Servicegrad m) (econom-

ics) serviceability

Lieferzeit f (economics) lead time, delivery period, delivery time time of delivery The expected time interval between the day of placing an order and the day of arrival of the items.

Lieferzuverlässigkeit f (economics)

reliability

of delivery, delivery reliability —» Lieferantenanalyse Life-Style-Studie/—> Lebensstilanalyse LIFO-Verfahren η (LIFO) (economics) LIFO procedure, last-in, first-out procedure, last-in, first-out, LIFO A method of inventory valuation and costing under which merchandise recerved last is always sold first.

cf. FIFO-Verfahren (FIFO), LOFO-Verfahren (LOFO) lineare Programmierung/(lineare Planungsrechnung / ) (operations

research)

linear pro-

gramming (LP) A technique of mathematics and operations research (—> Operations Research) for solving problems involving many variables where a best value or set of best values is to be found. It is most likely to be feasible when the quantity to be optimized (the objective function), can be stated as a mathematical expression in terms of the various activities within the system, and when this expression is simply proportional to the measure of the activities, i.e., is linear, and when all the restrictions are also linear.

cf. nonlineare Programmierung linearer Trend m (statistics) linear trend, rectilinear trend A trend in which the rate of change is constant.

cf. nonlinearer Trend

nomics) frequency of delivery

lineares M o d e l l η (statistics) linear m o d e l A model in which the equations connecting the variates or variables are in a linear form. cf. nonlineares M o d e l l

Liefermenge / (economics) quantity delivered

lineares Programm η (theory of learning) lin-

The ratio of satisfied demand and total demand.

Lieferhäufigkeit / (Lieferfrequenz f ) (eco-

liefern v/t (economics) 1. to supply

2. (ausliefern) to deliver Lieferpreis m (economics)

delivery price, de-

livered price The ex-works selling price which includes freighting or transportation charges to the buyer's establishment.

Lieferschein m (Lieferzettel m)

(economics)

delivery ticket, bill of delivery, delivery note The document accompanying goods on delivery to the buyer, used as a means of checking orderly delivery, dealing with claims for damage, shortage and empties.

Lieferservice m (economics) delivery service

Liefertermin m (economics) delivery date, date of delivery Lieferung f (economics)

delivery

Lieferung / f r e i Haus —> Freihauslieferung Lieferungsgeschäft η Lokogeschäft Lieferwagen m delivery truck, brit delivery van

ear program (B. F. Skinner) cf. verzweigtes Programm Linearität f (mathematics/statistics)

linearity

The closeness to which a curve approximates a straight line. L i n i e / (economics/organizational sociology) (im G e g e n s a t z z u m Stab) line In an organization, e.g. a firm, those positions assigned the responsibilities and the authority to act directly to achieve its defined goals. cf. Stab

Linie-und-Stab-Organisation / (organizational sociology) linie-and-staff organization, brit organisation In a formal organization, line functions are those activities essential to achieving organizational objectives through delegation of authority task assignment and supervision.

Linienautorität / (funktionale Autorität / , sachbezogene Leitungsautorität / , fachbezo-

128

Linienbeziehung gene Leitungsautorität f ) (organizational sociology) line authority The line-staff principle pertains to the appropriate relationship that should exist between two basic structures in a formal organization. The traditional preeminence of the line appears to become undermined by the growth of staff structures.

cf. Stabsautorität Linienbeziehung / (Leistungsbeziehung / ) (organizational sociology) line relationship cf. Stabsbeziehung Linienfunktion / (Leistungsfunktion / , Produktionsfunktion / , sachbezogene Befehlsfunktion / , fachliche Kommandofunktion f ) line function Those activities essential to achieving organizational objectives through delegation of authority, task assignment and supervision. Line functions are closely tied to organizational objectives and methods, so they differ from one type of organization to another.

cf. Stabsfunktion Linienmanagement η (funktionales Management η, Leitung / der Linie, Produktionsmanagement n) (organizational sociology) line management cf. Stabsmanagement Linienorganisation / (Produktionsorganisation / , Leistungsorganisation / , Liniensystem n) (organizational sociology) line organization, brit line organisation, line system Linie cf. Stabsorganisation Linie-Stab-Organisation / (Linie-Stab-System n) The line-staff principle pertains to the appropriate relationship that should exist between two basic structures in a formal organization.

Liniensystem η —» Linienorganisation Liquidität f (economics) liquidity, solvency —» Liquiditätsgrad Liquidität / e r s t e n Grads (economics) liquidity ratio, current ratio Liquiditätsbedarf m (economics) liquidity requirements pi Liquiditätsdisposition / (economics) liquidity management Liquiditätsentzug m (economics) liquidity drain Liquiditätsgrad m (Liquiditätsquote/, Liquiditätsrate / , Deckungsgrad m) (economics) current assets to current liabilities, current ratio, liquidity ratio, acid test ratio A measure of liquidity which is computed by dividing total current assets by total current liabilities (debts falling due within one year). The standard way to report this figure is to present current assets in relation to current liabilities, with the latter stated as a base of 1.

List-Broking η Adressenhandel Liste / 1. (Tabelle / , Aufstellung f Plan m) schedule 2. (Verzeichnis n) list Listenpreis m 1. (economics) list price, advertised price A manufacturer's or wholesaler's recommended retail price, before any applicable discounts.

2. (economics) administered price A specified price (or series of prices) for a product which has (have) been determined by a seller, and the customer pays that price.

Lizenz f (economics) license, brit licence A legal arrangement by which the right to manufacture, or to market a product is transferred from the owner of the right, the licenser, to another person or organization, the licensee.

Lizenzabkommen η (economics) license agreement, brit licence agreement A contractual arrangement whereby the licensor (international company) gives the licensee (local company) either (1) patent rights, (2) trademark rights, (3) a copyright, or (4) expertise in how to produce and sell the product in question. In tum, the licensee pays the licensor a fee.

Lizenzdauer f (economics) license period, brit licence period Lizenzgeber m (economics) licenser, also licensor, brit licencer Lizenzgebühr f (economics) license fee, brit licence fee lizenzieren (lizensieren, Lizenz verleihen) v/t (economics) to license, brit to licence, to grant a license, brit to grant a licence Lizenzierung / (Lizensierung / , Lizenzverleih u n g / ) (economics) licensing, brit licencing A method for developing local production and marketing capabilities without investing capital in the local market.

Lizenzinhaber m -> Lizenznehmer Lizenznehmer m (economics) licensee, brit licencee Lizenzpolitik / (economics) licensing policy, brit licencing policy, licensing Lizenzprodukt η (economics) licensed product, license product, brit licenced product Lizenzrecht η —> Lizenz Lizenzträger m —> Lizenznehmer Lizenzvergabe/—> Lizenzierung Lizenzvertrag m (economics) license contract, brit licence contract Lockangebot η (Lockvogelangebot η, Köder m, Warenköder m) (economics) bait, nailed down A product offered at a low price to bring customers into a store.

129 Lockartikel m (Loss Leader m, Zugartikel m) (economics) loss leader, price leader A product of known or accepted quality priced at a loss or no profit for the purpose of attracting patronage to a store.

Lockvogel m (Lockvogelangebot ή) —> Lockangebot

LOFO-Verfahren η (LOFO) (economics) LOFO procedure, last-out, first-out procedure last-out, first-out, LOFO A method of inventory valuation and costing under which merchandise received last is always sold last.

cf. FIFO-Verfahren (FIFO), LIFO-Verfahren (LIFO) Logierhaus η (Mietshaus η, Mietshaus η mit möblierten Zimmern, Pension / , Mietspension f ) Am rooming house Logik/logic The study of the structure and principles of reasoning or of sound argument. Logistik /logistics pi construed as sg —» Marketinglogistik (physische Distribution) logistische Funktion / (statistics) logistic function, growth function —> logistische Kurve logistische Kurve / (statistics) logistic curve, growth curve

Luxusgüter Lohnarbeiter(in) m(f) wage worker, wage hand, wage laborer Lohnempfänger m (Hauptverdiener m, Ernährer m) (in einem Haushalt) wage earner Lohnskala f (economics) wage scale The scale of rates of pay for different occupations or grades of qualification.

Lohnstruktur / (economics) wage structure The set of interrelations among a collection of wage rates.

Lokalhandel m (economics) local trade, local business Lokogeschäft η (economics) spot business, spot transaction, spot deal A business transaction involving the immediate delivery of a commodity.

Lokohandel m (economics) spot trade Lorenzkurve / (Konzentrationskurve / , Einkommenverteilungskurve f ) (statistics/economics) Lorenz curve, curve of income distribution, income distribution curve A graphic representation that shows the extent of inequality in the distribution of a variable throughout a population. More specifically, in economics a method for showing the concentration of ownership of economic quantities, such as income or wealth.

Los η (Warenposten) lot, batch, charge

A growth curve used to describe functions which continually increase, gradually at first, more rapidly in the middle growth period, and slowly again, reaching a maximum at the end of the growth,

In quality control, a group of units of a product produced under similar conditions and therefore, in a sense, of homogeneous origin. It is sometimes implicit that the lot is for inspection.

logistischer Prozeß m (stochastics) logistic process logistischer Trend m (statistics) logistic trend logistisches Modell η (statistics) logistic model, normal ogive model Lohn m wage Lohnarbeit / (economics) wage labor, brit wage labour

Losgröße/(statistics) lot size Low-interest-Produkt η (economics/consumer research) low-interest-product Low-involvement-Produkt η (economics/consumer research) low-involvement product Luxusbedarf m (economics) demand for luxury goods, luxury goods demand Luxusgüter n/pl (Luxuswaren f / p l ) (economics) luxury goods pi, luxury products pi

Paid human labor.

Μ

Machbarkeit/ (economics) feasibility The degree of practicality of a planned new product or any other business venture's success, usually in economic, financial or technical terms.

Machbarkeitsstudie f (economics) feasibility study, feasibility investigation Machtpromoter m power promoter cf. Fachpromoter Madrider Markenabkommen η (Madrider Abkommen η) Madrid Convention A European convention intended on granting automatic trademark protection (—» Warenzeichenschutz) for all members through the Bureau for International Registration of Trademarks.

Mailing η —> Aussendung, Postaussendung Mail-order- -> Versand-, VersandhandelsMAIS η abbr Marketing-Informations-System Make-or-buy-Entscheidung / (economics) make-or-buy decision, make or buy The general decision-making dilemma for a manufacturer facing the alternative of whether a product that is needed should be made or bought. There is no German equivalent for the English term.

Makler m (economics) broker, agent, middleman, go-between A functional middleman (—» Absatzmittler) whose services to a principal are intermittent. He has limited authority to make terms, and he finances his principal only under unusual circumstances. He may represent either the buyer or the seller. Brokers assist in the process of bringing together buyers and sellers but do not have a long-term relationship with either party.

Maklergebühr /(Maklerprovision / , Maklerlohn m, Courtage/) (economics) broker's fee, broker's commission, broker's charge, brokerage, brokerage fee, brokerage commission A charge, sometimes in the form of a commission (—> Provision) made by a functional middleman for bringing buyer and seller together.

Maklergewerbe η (Maklerhandel m) (economics) brokerage The trade whose primary function it is to bring buyers and sellers together.

Maklerprovision/—> Maklergebühr Makromarketing η macromarketing, macromarketing Marketing from the overall view of the aggregate activity in the economy for meeting society's objectives and needs of a proper flow of goods and services.

cf. Mikromarketing Makro-Marketing-System η macromarketing system, macro-marketing system

cf. Mikro-Marketing-System Makromodell η (makroökonomisches Modell η) macro model, macro-economic model cf. Mikromodell (mikroökonomisches Modell) MakroSegmentierung / (market research) macro segmentation —* Segmentation Makro-Umwelt / (marketing) macro environment Mall/(Mall-Zentrum n) —¥ Einkaufszentrum Management η (economics) management 1. The directors or owner-directors of a firm. 2. Those executive tasks in a business firm which ensure that resources are utilized to achieve economic objectives.

Management η durch Delegation (economics) management by delegation Management η durch Entscheidungsregeln (economics) management by decision rules Management η durch Innovation (economics) management by innovation Management η durch Kommunikation (economics) management by communication Management η durch Motivation (economics) management by motivation Management η durch Systemorientierung (systemorientiertes Management η) (economics) management by systems Management η durch Verstärkung (economics) management by reinforcement Management η nach Ausnahmeprinzipien (economics) management by exception A management technique by which the attention and energies of management are focused on those activities where performance is significantly different from goals, to establish why, and to attempt corrective measures whenever large enough deviations are recorded.

Management η nach Ergebnissen (economics) management by results Management η nach Organisationen (economics) management by organization, brit organisation Management η nach Ziel vorgaben (economics) management by objectives (MBO) A management technique by which each management function is required to define the objectives it is set to achieve. Supervisors on all levels are drawn into the process, and a mechanism is arranged so that any superior and his subordinates may contribute mutually discussed inputs.

Management-Informations-System η (MIS)

131 (economics) management information system (MIS) An information system in which data from a firm's market environment are collected in computers in a systematic and comprehensive manner, evaluated in terms of relevance and accuracy, transformed to make them useful and usable, and conveniently stored or expeditiously transmitted to the user. Managementwissenschaft f (economics) management science An approach to management that emphasizes the application of scientific methods for the improved understanding and practice of management. Manilapapier η —» Packpapier Manipulation / (Manipulieren η) manipulation manipulieren v/t to manipulate Marginalanalyse / (Grenzwertanalyse / ) (economics) marginal analysis Marginal analysis involves examining what happens when something is changed by one unit, marginaler Bedarf m (economics) marginal need A buyer's need for a product may be classified as acute, moderate, or marginal. A marginal need is exemplified by a manufacturer searching for something needed, say, at a much later point in time. In this case the manufacturer has ample time to locate and price an acceptable vendor. Marke / 1 . (economics) (Markenname) brand, brand name, also trade name, (Auto, Radio) make A name, term, sign, symbol, or design, or a combination of them which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. 2. —» Markenartikel (Markenware) 3. —» Markenzeichen 4. —» Markierung 5. —» Warenzeichen 6. —> Rabattmarke Markenakzeptanz / (Markenartikelakzeptanz / ) (economics/marketing) brand acceptance Markenartikel m (Markenprodukt n) (economics) brand article, branded article, mostly pi branded goods pi, brand product, branded product, branded merchandise All goods that are identified with a proprietary name and are normally prepacked by a manufacturer for promotional, security, or trading purposes. Markenartikelbewußtsein η —» Markenbewußtsein Markenartikel-Goodwill m —> Markenwert Markenartikelhersteller m (Markenartikelprodukt m) (economics) brand producer, brand article producer, branded goods producer, brand product manufacturer

Markenbewußtsein Markenartikelkäufer m —> Markenkäufer m Markenartikelpräferenz / —» Markenpräferenz Markenartikelpreis m —» Markenpreis Markenartikelprofil η —> Markenprofil Markenartikelsystem η (Markenartikelabsatzsystem η) (economics) branded goods, system, branded merchandise system, brand product distribution system Markenartikeltreue/—» Markentreue Markenartikelvertrieb m (economics) brand distribution, branded merchandise distribution, brand product distribution, branded goods distribution Markenassoziation / (market research) 1. brand association The association of a specific brand with its general product category or with an unsatisfied want, used to measure the share of mind (—> Markenbekanntheit) the brand enjoys. 2. (Assoziation mit einer Gebrauchsgüterkategorie) commodity-brand association 3. (mit einer Produktkategorie) product-brand association Markenausdehnungsstrategie / (marketing) brand extension strategy, brand extension A competitive tactic that involves the addition of (a) new product(s) to the existing products of a company, all of which are marketed under a single brand name. Markenauswahl / (Markenauswahlentscheidung / , Markenwahl f ) brand choice, interbrand choice The gamut of decision alternatives ranging from brand insistence or loyalty to brand switching. Markenbarometer η (Markenindex m) (market research) brand barometer, brand trend survey The continuous observation of brand developments in a market. Markenbekanntheit / (marketing) 1. brand awareness, share of mind The extent to which consumers are aware of a particular brand. More specifically, the percentage of all brand awareness or brand advertising awareness for a given category of product or service that is enjoyed by a particular brand in that category. 2. (Bekanntheitsgrad) brand rating, share of mind rating Markenbekanntheitsindex m (market research) brand rating index (BRI) A service which measures the marketing and media exposure patterns of adults on a national basis in the fall of each year. Markenbekanntheitstest m (market research) brand awareness test, share-of-mind test Markenbevorzugung/—> Markenpräferenz Markenbewußtsein η (Markenartikelbe-

Markenbezeichnung wußtsein η) (marketing) brand consciousness, brand product consciousness The degree to which (a) consumer(s) is (are) determined to buy branded rather than unbranded goods. Markenbezeichnung / —» Markenname Markenbild η —> Markenimage, Markenprofile Markenbildung f (economics) branding Markenbindung/—> Markentreue Markendesign η (marketing) brand design Markendiiferenzierung / (economics) brand differentiation The strategy of establishing a brand image as unique or as a result thereof, the degree to which the uniqueness of a brand's image is established. Markenentscheidung / —» Markenauswahl, Markenwahl Markenerweiterung / (marketing) brand extension Markenerweiterungsstrategie / (marketing) brand-extension strategy, brand-extension branding A branding stragy (—> Markenpolitik) in which a firm uses one of its existing brand names as part of a brand for an improved or new product that is usually in the same product category as the existing brand. Markenerzeugnis η (Markenfabrikat η) —> Markenartikel Markenfamilie f (economics) family of brands, brand family When most, if not all of a firm's products bear the same brand name, they are said to be sold under a family brand. Markenfamilienstrategie / (marketing) family branding A branding policy in which either (1) all of a firm's products are branded with the same name or at least part of the name (overall family branding) or (2) an organization uses family branding only for products within a line rather than for all its products (line family branding). Markenfenster η (retailing) brand product display window Markenflgur / (Markensymbol η, Symbolfigur/) trade character An animated object, an animal, or an invented person designed to personify and identify a product. Markenführer m (economics) brand leader That brand among a number of competing brand products that holds the greatest single share of a market (—» Markanteil). Markenführung f (economics) brand leadership Markenfunktion f (economics) brand function Markengebrauchsgut η (economics) branded commodity, branded durable consumer product, branded consumer durable Markenidentität f (economics) brand identity

132 Markenimage η (Markenvorstellungsbild η) brand image The pattern of associations thoughts, feelings and atmosphere the general public of consumers holds in regard to a particular brand. Markenindex m (market research) brand index Markeninformation / brand information, (Markeninformationenpi) brand intelligence Markenkäufer m (Markenartikelkäufer m, Markenwarenkäufer m) (economics) brand buyer, brand purchaser Markenloyalität/—> Markentreue Markenmanagement η brand management Markenmanager m brand manager An executive in a business firm responsible for the product management (—» Produktmanagement) of one brand. Markenname m (Markenbezeichnung f ) (economics) brand name, trade name A brand or part of a brand consisting of a word, letter, group of words or letters comprising a name which is intended to identify the goods or services of a seller or a group of sellers and to differentiate them from those of competitors. Markenpersönlichkeit / (economics) brand personality Markenpiraterie f (economics) brand piracy Markenpolitik / (Markierungspolitik f ) (economics) brand policy, policy of branding, branding, branding policy Assuming that a firm chooses to brand its products, marketers may opt for one or more of the following branding policies: individual branding, overall family branding, line family branding, and brand-extension branding. Markenpotential η —> Marktpotential (einer Marke) Markenpräferenz / (Markenproduktpräfer e n z / ) (economics) brand preference The degree to which prospects consider a brand acceptable or unacceptable especially relative to competitive brands. Markenprägnanz f (marketing) brand-product association, brand association, brand impression Markenpreis m (Markenproduktpreis m) (economics) brand price Markenprodukt η Markenprofil η (Profil η einer Marke) (marketing) brand profile Markenqualität / (marketing) brand quality, quality of brand products Markenstil m brand style Markenstrategie / (marketing) branding strategy, brand strategy Markentest m (market research) brand product test, brand test - » Produkttest Markentrend m (market research) brand trend

133 Markentreue / (Markenartikeltreue /, Markenbindung/, Markenloyalität / ) (economics) 1. brand loyalty The faithfulness a user displays toward a brand, as measured by the relative length of time or regularity with which he or she uses the item.

2. (vollkommene Markentreue) brand insistence Markenverbund m —> Komplementarität Markenvergleich m (Vergleich m von Markenartikeln) (market research) brand comparison Markenvertrieb m (Markenartikelvertrieb m) (economics) brand distribution Markenwahl / (Markenwahlentscheidung /, Markenauswahl /, Markenauswahlentscheid u n g / ) (economics) brand choice The gamut of decision alternatives ranging from brand insistence or loyalty (-> Markentreue) to brand switching (—» Markenwechsel).

Markenwahrnehmung / (Markenperzeption f ) (market research) brand perception Markenware/—> Markenartikel Markenwarenwerbung / —> Markenartikelwerbung Markenwechsel m (economics) brand switching The decision of a consumer to select among the available brand products or services of the like type one that differs from that he or she bought before.

Markenwechselmodell η (Modell η des Markenwechsels) (market research) brand-switching model, model of brand switching Markenwechsler m (economics) brand switcher Markenwert m (Markenkapital η, MarkenGoodwill m) (economics/marketing) brand equity, equity of a brand The incremental value of a business above the value of its physical assets due to the market position achieved by its brand as well as the extension potential of the brand.

Markenzeichen η (economics) brand mark The element of a brand that cannot be spoken, such as a symbol or design.

—> Marke, Markenname, Warenzeichen, Bildzeichen Marketing η (economics) marketing The total system of interacting business activities designed to plan, price, promote, and distribute want-satisfying products and services to present and potential customers.

Marketing η der öffentlichen Hand -» Öffentliches Marketing Marketingabteilung / (economics) marketing department A department in a business firm, a manufacturer or mass service organization responsible for the devel-

Marketingdurchfiihrung opment, implementation, and review of its marketing strategy and marketing plans.

Marketingagentur / (Marketingmittler m) (economics) marketing agency, marketing agent Marketingaktivität / (economics) marketing activity, marketing effort Marketinganalyse / (economics) marketing analysis Marketing-Assessment η - » Marketing-Folgenbewertung Marketingassistent(in) m(f) (economics) marketing assistant Marketing-Audit η —» Marketingrevision Marketingaufgabe f (economics) marketing task Marketingausgabe / (Marketingausgaben f / p l ) (economics) marketing expenditure, marketing expenses pi The total costs for a firm's sales force, advertising, sales promotion, marketing research, and marketing administration, excluding the costs of physical distribution.

Marketingberater m (economics) marketing adviser, marketing consultant Marketingberatung f (economics) marketing advice, advisory marketing, marketing consultancy Marketingberufe m/pl marketing professions pi Marketingbriefing η marketing briefing Marketingbudget η (Marketingetat m) (economics) marketing budget A statement of the planned monetary sales and planned marketing cost for a specified future period. In German usage, the term „Marketingbudget" is usually confined to an estimate of future sales, while the term „Marketingetat" includes schedules of both receipts and expenditures.

Marketingbudgetallokation / (Marketingbudgetaufteilung / ) (economics) marketing budget allocation, allocation of marketing budget Marketing-Club m marketing club Marketingdatenbank/marketing data bank A file of data collected through both a firm's marketing-information system (—» Marketing-Informations-System) and marketing research projects. A marketing data bank provides an organization with detailed information in large amounts.

Marketingdirektor m (economics) marketing manager, marketing executive, marketing director —> Marketingleiter Marketingdurchfiihrung / (Marketingimplementation / , Strategie-Implementation / ) m a r k e t i n g implementation The organization for, and execution of, marketing strategy (—> Marketingstrategie).

Marketingdynamik Marketingdynamik / (economics) marketing dynamics pi construed as sg, dynamics pi construed as sg of marketing Marketingeffektivität / (economics) marketing effectiveness, effectiveness of marketing, marketing efficiency Marketingentscheidung / (economics) marketing decision Marketing-Entscheidungskriterium η (economics) criterion of marketing decision, criterion of marketing decision-making Marketingentscheidungs variable / (economics) marketing decision variable The variable components of a firm's marketing mix (-> Marketing-Mix). By making decisions and managing activities to relate to each marketing mix variable, a marketing manager can create a satisfying and thus successful mix. Marketing-Erfolgskontrolle / (economics) marketing effectiveness control, measurement of marketing performance Marketingetat m —> Marketingbudget Marketing-Ethik / e t h i c s pi construed as sg of marketing, marketing ethics pi construed as sg Marketing-Experiment η (marketing research) marketing experiment A set of rules and procedures under which the task of data gathering is organized to expedite analysis and interpretation. In the experimental approach, independent variables (those variables free from influence of, or not dependent on, other variables) are usually manipulated in order to measure relationships or changes in a dependent variable. Marketingforscher m marketing researcher Marketingforschung/marketing research The systematic gathering, recording and analyzing of data about problems relating to the marketing of goods and services. —» Absatzforschung, Marktforschung Marketingführerschaft / (Marketingführung f ) (economics) marketing leadership Marketingfunktion / (economics) marketing function A major specialized activity or group of related activities performed in marketing. Marketinggebiet η (Marketingbereich m) (economics) marketing area, marketing territory Marketinggemeinschaft / —> Gemeinschaftsmarketing Marketinggenossenschaft / (Erzeugergemeinschaft/) (economics) marketing cooperative, brit co-operative An organization formed by a group of farmers who have joined together to sell their produce more efficiently. Marketinginformation f (economics) market-

134 ing information, (Marketinginformationen f / p l ) marketing intelligence A marketing function (—» Marketingfunktion) characterized by the accumulation and dissemination of intelligence concerning market developments and other market data. Marketing-Informations-System η (MAIS) (economics) marketing information system (MAIS), marketing intelligence system (MIS) The means by which a business firm or mass service organization coordinates its various marketing functions (—> Marketingfunktion), and integrates the activities of the marketing department (-» Marketingabteilung) with those of the company as a whole through the collection of relevant data. Marketinginstrument η (economics) marketing instrument, instrument of marketing, marketing tool Any one of the variety of activities, processes, and techniques used for implementing marketing strategies or tactics. Marketingkommunikation / (economics) marketing communication(s) (pi ) The routes and methods by which a business firm or mass service organization communicates with its market(s) by means of the press television, radio, advertising and all other forms of nonpersonal promotion. Marketingkontrolle / (economics) marketing control The process of establishing performance standards, evaluating actual performance by comparing it with established standards, and reducing the differences between desired and actual performance. Marketingkonzept η (Marketingkonzeption f ) (economics) marketing concept, marketing philosophy A management philosophy about an organization according to which an organization should try to satisfy the needs of customers or clients through a coordinated set of activities that, at the same time, allows the organization to achieve its goals. Marketingkooperation / —> Gemeinschaftsmarketing Marketingkoordination / (Marketingkoordinierung / ) (economics) marketing coordination, coordination of marketing, brit co-ordination Marketingkosten pi (economics) marketing cost(s) (pi) Marketingkostenanalyse / (economics) marketing cost analysis The study and evaluation of the relative profitability or cost of different marketing operations in terms of customers, marketing units, commodities, territories, or marketing activities. Marketingkostenrechnung / (economics) marketing costing, marketing cost accounting The branch of cost accounting which involves the

135 allocation of marketing costs according to customers, marketing units, products, territories, or marketing activities. Marketingleiter m (economics) head of marketing department, marketing department head, marketing director, director of marketing, marketing executive, marketing manager An executive employee of a manufacturer or mass service organization responsible for its marketing management (—> Marketingmanagement). Marketinglogistik f (physische Distribution f ) (economics) marketing logistics pi construed as sg, physical distribution Physical distribution deals with physical movement and inventory holding (storing and tracking inventory until it is needed), both within and among intermediaries (—» Absatzmittler). Marketingmanagement η (economics) marketing management The planning, direction and control of the entire marketing activity of a firm or division of a firm including the formulation of marketing objectives, policies, programs and strategy, and commonly embracing product development, organizing and staffing to carry out plans, supervising marketing operations, and controlling marketing performance. Marketing-Management-System η (economics) marketing management system Marketingmanager m —> Marketingleiter Marketing-Mix η (economics) marketing mix (Neil H. Borden) The unique combination of a firm's controllable marketing variables, in particular its product policy (-» Produkt-Mix), distribution (—> DistributionsMix), communication (-» Kommunikations-Mix), and pricing (-» Kontrahierungs-Mix). Marketing-Mix-Instrument η —> Marketinginstrument Marketing-Mix- Modell η —> Marketingmodell Marketingmodell η (economics) marketing model A model that is a device for simulating not only a market (cf. Marktmodell), but also the manner in which the individual supplier to the market obtains his share of it. Marketingökologie / (economics) marketing ecology —» Ökomarketing Marketingoperation / (economics) marketing operation Marketingorganisation f (economics) marketing organization, brit marketing organisation There are basically four types of marketing organization, i.e. three pure types and a variety of mixed organization options. The pure types are functional, market, and product organizations, marketingorientiert adj (economics) marketing-minded, marketing-oriented

Marketingsituation Marketingorientierung / (economics) marketing orientation The general orientation of a business firm's policy toward consumer needs, in contrast to production orientation. Marketingphilosophie f (economics) marketing philosophy Marketingplan m (economics) marketing plan Both the implicit strategy for marketing a product or service and the comprehensive document explicitly formulating the strategy, background and supportive detail regarding a marketer's objectives. Marketingplanung / (economics) marketing planning The work of setting up objectives for marketing activities and of determining and scheduling the steps necessary to achieve such objectives. Marketingpolitik f (economics) marketing policy A course of action established to obtain consistency of marketing decisions and operations under recurring and essentially similar circumstances, marketingpolitische Instrumente n/pl (economics) instruments pi of marketing policy marketing policy instruments pi, tools pi of marketing policy Marketingprogranun η (economics) marketing program, brit marketing programme The coordination of all the elements of the marketing mix (—» Marketing-Mix) for the company as a whole toward the attainment of a particular goal, i.e., the set of marketing strategies (-» Marketingstrategie) that are implemented and used at the same time. Marketingprozeß m (economics) marketing process Marketingpsychologie / marketing psychology -> Marktpsychologie Marketingrecht η marketing legislation, marketing regulations pi Marketingrevision / (economics) marketing audit A rigorous scrutiny of the marketing system within a firm to determine its efficiency, the strengths and weaknesses of the system's parts and how well the parts are performing their assigned tasks. Marketing-Service m (economics) marketing services pi All marketing activities other than sales, i.e., marketing communications (-> Marketingkommunikation), including advertising and public relations. Marketingsimulation/ marketing simulation The process of providing insights into a marketing operation by high-lighting its crucial variables and the mode and extent of their interactions within the framework of a simulation model. Marketingsituation / (economics) marketing situation

Marketingsoziologie Marketingsoziologie/marketing sociology, sociology of marketing Marketingstatistik / marketing statistics pi construed as sg Marketingsteuerung f (economics) marketing control —> Marketingkontrolle Marketingstrategie / (economics) marketing strategy The explicit or implicit plan describing or underlying all activities involved in achieving a particular marketing objective, and their relationship to one another in time and magnitude. Marketingsystem η (economics) marketing system Marketingtheorie f(economics) marketing theory, theory of marketing Marketingumwelt/(economics) marketing environment, environment of marketing All those realities whose existence may affect a corporation directly or indirectly in any perceptible way: laws, regulations, actions of political officials, pressures from consumers, changes in economic conditions, technological advances, and societal and cultural influences. Marketingvariable /marketing variable —» Marketingentscheidungsvariable Marketingziel η (absatzpolitisches Ziel η) (economics) marketing objective A statement of what is to be accomplished through marketing activities. Marketingzyklus m (economics) marketing cycle markierte W a r e / - » Markenartikel Markierung f (economics) 1. (Waren) branding 2. (Kennzeichnung) marking 3. (Etikettierung) labeling, brand labeling Labeling is an important dimension related to packaging both for promotional or informational reasons and from a legal perspective. Markierungspolitik /(Markenpolitik f ) (economics) branding policy Markovkette/(Markoff-Kette/, Markovsche Kette f ) (stochastics) Markov chain A system of a set of events in which each event depends upon the outcome of the preceding event. Markovmodell η (Markoff-Modell n, Markovsches Modell η) (stochastics) Markov model Markov-Prozeß m (Markoff-Prozeß m, Markovscher Prozeß m) (stochastics) Markov process A process by which the probabilities of a series of discrete, discontinuous future states of a population are generated by existing states. Markt m (economics) market, marketplace, brit market-place 1. In the most general sense, the economic place

136 where supply (-» Angebot) and demand (—> Nachfrage) come together. 2. A specific location where products are bought and sold. 3. The aggregate of forces or conditions within which buyers and sellers make decisions that result in the transfer of goods and services. 4. The aggregate demand of the potential buyers of a commodity or service. 5. All of the products or services, customer types, and geographic areas that are directly related to the activities of a specific business firm. Marktabdeckung / (economics) market coverage, market coverage intensity The extent to which sales and marketing activities succeed in reaching a target market. Marktabgrenzung / (economics) market zoning Marktabschöpfung / (Marktabschöpfungspolitik f ) —» Abschöpfung (Abschöpfungsstrategie) Marktakzeptanz / (economics) market acceptance The condition in which a product or service satisfies a sufficient proportion of its market. Marktanalyse f (market research) market analysis A subdivision of marketing research (—> Marketingforschung) which involves the measurement of the extent of a market and the determination of its characteristics. Marktanpassung / (marketing) market adjustment, adjustment to the market Marktanreiz m —» Marktanstoß Marktanstoß m (Marktanreiz m) (marketing) market inducement A market strategy which is most useful when the market is positively predisposed, but does not buy the product or service. Marktanteil m (economics) 1. market share, share of market The ratio of a company's actual sales to the total industry sales, expressed as a percentage, in a given time period, to total sales by all competitors in the same market. 2. (einer Produktgruppe) category development, market development, category development index, market development index 3. (einer Marke pro 1000 Einwohner) brand development (B.D.), brand development index (B.D.I., BDI) cf. Marktpotential Marktanteilsanalyse / (economics) market share analysis A form of sales analysis (-» Absatzanalyse) in which the unit of measurement is a firm's market share. Marktatomisierung / (Atomisierung / des

137

Markterkundung

Marktes) (economics) market atomization, brit market atomisation Marktattraktivität / (economics/marketing) market attractiveness Attractiveness appears clearly established as an important determinant of marketing strategy: It is determined by the size of the market, growth rate, environmental stability, seasonal and cyclical fluctuations, entry barriers against new competitors, and other characteristics that make a market an attractive opportunity.

Marktattraktivitäts-MarktsteDungs-Modell η (Marktattraktivitäts-Marktstellungs-Matrix f ) (economics/marketing) market attractiveness/business position model, market attractiveness/business position matrix A two-dimensional matrix in which the vertical dimension is labeled market attractiveness, which includes all the sources of strength and resources that relate to the market such as seasonality, economies of scale, competitive intensity, industry sales, and the overall cost and feasibility of entering the market.

Marktaufbaumethode / (marketing) method, market buildup method

buildup

A budgeting method in which, using as a basis the factors for determining the promotional task, the marketing manager specifies the objectives of promotion separately for the advertising, personal selling, and sales promotion of each product line.

Marktausschöpfung/-> Abschöpfung Markausweitung / (economics) market extension Marktbahnung / (marketing) market facilitation, market inducement One of two alternative substrategies designed to accomplish market inducement (—» Marktanstoß) which is most useful when the market is positively predisposed, but does not buy the product or service.

cf. wirtschaftlicher Anreiz Marktbahnungsstrategie/ (marketing) market facilitation strategy Marktbefragung/(Marktumfrage f ) (market research) market survey marktbeherrschende Stellung / (economics) —> Marktbeherrschung Marktbeherrschung f (economics) market dominance The ideal objective of marketing practice is to create and retain positive market predisposition (—> Marktprädisposition) and positive market behavior (—> Marktverhalten). Market dominance is the strategy for the ideal situation. When the market is both buying the organization's products or services as well as expressing positive feelings toward the organization, the strategy of market dominance is very useful.

Marktbeherrschungsstrategie / market dominance strategy

(economics)

Marktbeobachtung/fmarte research) market observation Marktbereich m (Marktbereichsstrategie / ) —» Marktumfang Marktchance f (marketing) market opportunity An opportunity that arises when the right combination of circumstances occurs at the right time to allow an organization to take action toward a target market (-» Zielmarkt).

Marktcharakter m (Ernst Fromm) (psychology) market character Marktdaten n/pl (economics) market data pi Marktdiagnose/—> Marktanalyse Marktdichte / (economics) market density, density of the market The number of potential customers within a unit of land area, such as a square mile.

Marktdifferenzierung / (economics) differentiation

market

A market strategy which is relevant when the market has a predisposition toward a competing choice, but is not engaged in any behavior. In this situation, it is possible to develop the market by differentiation.

Marktdurchdringung f (economics) penetration, market coverage

market

The extent to which a firm supplying a market with a product or service has realized its market potential (-> Marktpotential).

Marktdurchdringungspolitik / (Marktdurchdringungsstrategie f ) (marketing) market penetration policy, penetration pricing The strategy of entering a market with a low initial price so that a greater share of the market can be captured.

Marktdurchsetzung / (Marktgeltung f ) (economics) market acceptance —> Marktakzeptanz Markteinführung / (economics) market launch, launch —> Produkteinfuhrung Markteintritt m (economics) market entry Markteintrittsstrategie m (economics) market entry strategy A market strategy (-» Marktstrategie) which refers to the timing of entering the market.

Marktengagement η (Marktengagementstrat e g i e / ) (marketing) market commitment, market commitment strategy A market strategy (—> Marktstrategie) which refers to the degree of involvement that a company seeks in a particular market.

Marktentscheidung/(economics) market decision Markterfordernis η (marketing) market requirement The customers' needs or desired benefits.

Markterkundung / (market research) market exploration

Markterschließung Markterschließung / (marketing) market development A marketing strategy which is most appropriate when the market is neither predisposed nor engaged in any buying behavior.

—> Einführung neuer Produkte Markterschließungsstragie / (marketing) market-development strategy Markterweiterung/—» Marktexpansion Marktexpansion / (Markterweiterung / , Marktausweitung f ) (economics) market expansion A market strategy which seems useful when the market is predisposed toward an organization's product or service, but actually patronizes a competing choice.

Marktexpansionsstrategie / (Markterweiterungsstrategie / , Marktausweitungsstrategie f ) (economics) market expansion strategy Marktexperiment η (market research) market experiment Marktfähigkeit f (economics) marketability Marktfaktor m (economics) market factor Marktfeld η (economics) market field Marktform/ (economics) form of the market, type of market, market structure Marktforscher m market researcher Marktforschung /market research The systematic gathering, recording, and analyzing of all data about problems relating to the marketing of goods and services, i.e. the transfer and sale of goods and services from producer to consumer.

Marktforschungsabteilung / market research department, market research Marktforschungsberater m market research adviser, market research consultant Marktforschungsbericht m (Marktforschungsreport m) market research report Marktforschungsbriefing η market research briefing Marktforschungsbudget η (Marktforschungsetat m) market research budget Marktforschungsdaten n/pl market research data pi Marktforschungsdesign η —> experimentelle Anlage Marktforschungsinformationen f/pl market research intelligence Marktforschungsinstitut η market research institute Marktforschungsorganisation / organization of market research, brit organisation of market research, market research organization Marktforschungsplan m market research design, design of market research investigation Marktforschungspräsentation / —> Präsentation

138

Marktforschungsreport m Marktforschungsbericht Marktforschungsverband m (Marktforscherverband m) market research association, association of market researchers Marktforschungsverfahren η (Marktforschungstechnik/) market research technique Marktfragmentierung / (Marktparzellierung f ) (economics) market fragmentation Marktführer m (economics) market leader The brand, product or service, or the company which markets it, scoring the largest market share (-> Marktanteil) within its field, i.e. in comparison with its competitors.

cf. Marktgefuhrter Marktführerschaft / ( M a r k t f ü h r u n g / ) (economics) market leadership Marktgebiet η (economics) trading area, trading zone —» Absatzgebiet, Einzugsbereich Marktgeltung/—» Marktdurchsetzung Marktgeführter m (economics) market follower A type of firms that are willing to follow the actions of market leaders regarding new products, pricing, distribution, and other marketing actions.

cf. Marktführer Marktgeographie/(mar£ef//zg,) market geography, market-geography strategy A market strategy (-* Marktstrategie) under which geography is used as a strategic variable.

Markt-Grid η (Marktgitter η) (market research) market grid An analytical tool for segmenting markets (-» Marktsegmentation). Under the market-grid concept, the market is viewed as a matrix (—> Matrix) divided by relevant segmentation criteria. Each cell within the matrix represents a smaller, more homogeneous market.

Marktgröße/(Marktvolumen η) (economics) market size, size of market, market volume, volume of market The actual volume of total sales of products, services, firms in one market.

Markthandel m (Meßhandel m) (economics) marketplace trade, local market trade, public market trade Marktherausforderer m (economics) market challenger A firm that is attempting to gain market leadership (—» Marktführung) through aggressive marketing efforts.

Marktindex m (economics) market index Marktindikator m (economics) market indicator Marktinformation f (economics) market information, (Informationenpi) market intelligence

139 Marktinstrument η (economics) market instrument Marktinvestition / (economics) market investment Marktkanal m (economics) market channel —> Absatzkanal, Absatzweg, Beschaffungskanal, Beschaifungsweg Marktkapazität f (economics) market want, want Marktkapital η (Herbert Gross) A calculation of maximum possible sales opportunities for all sellers of a good or service during a stated period, i.e. the amount of a product that an organization could sell during a specified period. Marktkette/—» Absatzkette Marktkommunikation / market communication, market communications pi construed as sg —» Marketingkommunikation Marktkonstellation f (economics) market configuration Marktkontrolle f (economics) market control Marktkonversion / (marketing) —» Marktumwandlung Marktlage/—> Marktposition Marktleistung / (economics) market performance Marktlogistik/—» Marketinglogistik Marktlücke / (Marktnische f ) (economics) niche in the marketplace, market niche —> Marktnische Marktmacht / (economics) market power The ability of a market partner to control the activities in which it engages in the market. Marktmachtverteilung / (economics) distribution of market power Marktmanagement η market management —> Marktmanager Marktmanager m market manager An individual who is responsible for managing the marketing activities that are necessary to serve a particular group or class of customers. Markt-Mix η —» Marketing-Mix Marktmodell η (economics) market model A model that simulates the functioning of a market. Marktmorphologie / (Marktformenlehre / ) (economics) market morphology, theory of market structure Marktnachfrage/—> Nachfrage Marktneuheit / (Marktinnovation f ) (economics) market innovation, innovation —> Innovation Marktnische / (economics/marketing) market niche, niche in the marketplace A specific market segment (-» Marktsegment) which allows a firm to aim a given brand at only a portion of the total market. —> Marktlücke, Nischenunternehmen

Markt-Produkt-Organisation Marktordnung f (economics) market organization, brit market organisation, market regulations pi Marktorganisation / 1 . (economics) organization of the market, brit organisation of the market 2. (marketing) market organization, brit market organisation A type of marketing organization (—> Marketingorganistion) in which the firm organizes its marketing department (—> Marketingabteilung) on the basis of the markets that it services. Marktorientierung / (economics) market orientation —» Marketingorientierung Marktphase / (economics) market phase Marktplanung f (economics) market planning Marktpolitik / (economics) market policy Marktposition / (Marktstellung f ) (economics) market position, position in the marketplace, market standing Marktpositionierung/market positioning The process of creating a unique noncompetitive position for a product or service on one or more criteria salient to the purchase behavior. —> Positionierung Marktpotential η (MP) (economics) 1. market potential, market sales potential, total market A calculation of maximum possible sales opportunities for all sellers of a good or service during a stated period. 2. (einer Marke) brand potential, (eines Unternehmens) company sales potential The amount of a product that an organization could sell during a specifed period. Marktpotentialanalyse / (market research) market potential analysis, analysis of segmentation, potential analysis, analysis of brand potential Marktprädisposition/(marketing) market predisposition Markets develop, grow, or decline because of changes in market predispositions, market behavior, or both. Marktpreis m (economics) market price The ruling price at which a product or service is exchanged in the marketplace. Marktpreissystem η (Marktpreispolitik / , Marktpreisstrategie / ) (economics) market pricing, market price strategy A variant of transfer pricing (—» Transferpreispolitik) under which, if a market price exists for the transferred product, it is used as the firm's internal transfer price. Markt-Produkt-Organisation / (kombinierte Markt-Produkt-Organisation f ) (marketing) market-product organization, brit market-product organization, combined market-product or-

Marktprofil ganization, brit combined market-product organisation A type of marketing organization (—> Marketingorganisation) in which various marketing organizational approaches are mixed to create a hybrid organizational framework Marktprofil η (economics) market profile A collection of acts about the prospects, or an analysis by age, sex, income, possessions etc., of people who constitute tbe market for a product or service. Marktprognose / (market research) market prognosis, market forecast Marktprojektion / (market research) market projection Marktpsychologie/market psychology Marktrationalisation / (Marktrationalisier u n g / ) (marketing) market rationalization A market strategy which is recommended when the market is buying a product or service but has a neutral predisposition toward it. Marktrationalisationsstrategie / (Marktrationalisierungsstrategie f ) (marketing) market rationalization strategy Marktreaktion f (economics) market response Any of the consequences, particularly in terms of sales, marketing activities may stimulate. Marktreaktionsfunktion / (Marktreaktionsk u r v e / ) —> Reaktionsfunktion Marktregion /—* Marktgebiet Marktreichweite f (marketing) market reach The total number of prospects it is possible to reach in a marketing campaign. Marktreife / (economics) marketability Marktsättigung / (economics) market saturation, market satiation The level at which any further expansion of distribution in a market can no longer be achieved. Marktsättigungsfunktion / -* Sättigungsfunktion Marktsättigungsphase /—» Sättigungsphase Marktschwankung f (economics) market fluctuation, (stärker) market vacillation Marktsegment η (market research) market segment A group of individuals, groups, or organizations that share one or more characteristics which make them have relatively similar product needs. Marktsegmentation / (Marktsegmentierung f ) (marketing research) market segmentation The process of dividing a total market into market groups consisting of people who have relatively similar product needs for the purpose of designing a marketing mix (or mixes) that more precisely matches the needs of individuals in a selected segment (or segments). Marktseitenverhältnisse n/pl (Paul Theisen) (economics) market partner relationships pi Marktselektion / —> Marktsegmentierung

140 Marktsimulation f (market research) market simulation Marktsimulationsmodell η (market research) market simulation model Marktsituation/(economics) market situation Marktsoziologie / (Soziologie / der Marktbeziehungen) market sociology M a r k t s p a l t u n g / ( M a r k t t e i l u n g f ) (marketing) market split, split of the market, split market Marktspanne f (economics) market margin The average margin of profit (—» Gewinnspanne) in a specific market. Marktstatistik / market statistics pi construed as sg Marktstellung/—» Marktposition Marktstrategie f (marketing) market strategy The overall perspective from which a firm serves its market(s). Marktstruktur / (economics) market structure, market composition The pattern of characteristic features of a market that are so significant economically that they affect the behavior of the firms in the industry supplying the market. Marktstudie / (Marktuntersuchung f ) (market research) market study, market investigation A research study which seeks to isolate demographic, attitudinal or similar factors which determine the patterns of consumer behavior toward a category of goods or services or seeks to depict key groupings of consumers. Marktteilung/—» Marktspaltung Markttest m (marketing research) market test A sales forecasting technique which consists of making a product available to buyers in one or more test areas and measuring purchases and consumer responses to distribution, promotion, and price. Markttheorie/(economics) market theory Markttransaktion f (economics) market transaction Markttransparenz / (economics) openness of the market Markttyp m (economics) type of market, market type Marktttberschwemmung / (Marktübersättig u n g / , Marktverstopfung/) (economics) glut of the market Marktüberzeugung / (marketing) market persuasion A variation of the market rationalization strategy (-» Marktrationalisation) which is most relevant in those situations where the market behavior is engaged toward a product or service, but, at the same time, customers have strong predisposition toward a competing choice. Marktüberzeugungsstrategie f (marketing) market persuasion strategy

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Massenproduktion

Marktumfangsstrategie f (marketing) marketscope strategy A market strategy (—> Marktstrategie) under which a company may either choose to segment the market (—» Marktsegmentation) or to pursue a single-market strategy. Market-scope strategy thus specifically amounts to: identification of the bases for forming market segments or establishing criteria for segmentation, and choosing to serve a single market, several distinct markets, or the entire market.

Marktumwandlung / (Marktveränderung f , Marktkonversion / ) (marketing) market conversion A market strategy which is necessary when the market is predisposed toward competition and it also patronizes competitive products or services.

Marktumwandlungsstrategie / (Marktveränderungsstrategie f , Marktkonversionsstrategie/) (marketing) market conversion strategy Marktunifizierung f (marketing) market unification Marktuntersuchung/—^ Marktstudie Marktveränderung/—» Marktumwandlung Marktveranstaltung / (economics) regular market event, regularly convened market Marktverhalten η (economics) market behavior, brit market behaviour The aggregate buying behavior or the behavioral makeup toward market choices. Marktverhaltensanalyse / (market research) analysis of market behavior, brit analysis of market behaviour market behavior analysis, brit market behaviour analysis Marktverstopfung / —> Marktüberschwemmung Marktverwässeung / (Marktverwässerungsstrategie f ) (marketing) market dilution, market-dilution strategy A market strategy (—» Marktstrategie) under which a company reduces a part of the business strategically.

Marktvolumen η (economics) size of the market, market size, market volume —> Marktgröße Marktwachstum η (economics) market growth Marktwachstums-Marktanteils-Portfolio η (marketing) market growth-market share portfolio, growth rate-relative market share matrix An approach in portfolio analysis (—> Portfolioanalyse) which suggests locating products or businesses in a matrix with relative market share (—> relativer Marktanteil) and growth rate as its dimensions.

Marktwachstumsrate f (economics) rate of market growth, market growth rate The rate of present or forecast market growth.

Marktwandel m

Marktumwandlung

Marktwert m (economics) market value The price at which a product or service is valued at the market (—» Marktpreis).

Marktwiderstand m (economics) market resistance, (der Käufer) buyers' resistance Marktwirkung/—> Marktreaktion Marktwirkungsfunktion / —> Reaktionsfunktion (Wirkungsfunktion) Marktwirtschaft / market economy, free market economy Marktziel η (economics) market objective, market purpose Α corporate objective (—» Untemehmensziel) which may be defined in terms such as profitability, market share, and growth.

Mart m (Trade Mart m) —> Großhandelszentrum Maslows Bedürfnishierarchie / —> Bedürfnishierarchie Massenartikel m —> Massenprodukt, Massenware Massenaussendung / (Massenversand tri) (direct marketing) mass mailing, blanket mailing, bulk mailing Massenbedarfsgut η (economics) mass commodity, mass consumer good, usually pi goods, mass product, bulk commodity Products such as food, soap, laundry detergents and bleaches, paper goods and similar household goods that are wrapped, packaged, or put in containers by the manufacturer, especially small items used broadly and frequently consumed and typically sold through food, drug, and mass merchandiser retail stores.

Massendrucksache / —> Massenaussendung Massenfenster η —> Stapelfenster Massenfertigung / (Massenproduktion / ) (economics) mass production Massenfilialunternehmen η (retailing) mass merchandiser A retailer who tends to offer fewer customer services than department stores (—> Warenhaus) and to focus attention on lower prices, high turnover, and large sales volume.

Massengüter n/pl —> Massenware Massenkommunikation / mass communication, mass communications pi construed as sg The delivery of large numbers of identical messages simultaneously by communication organizations, or media, in contrast to personal or individual communication.

Massenkommunikationsforschung / mass communication research, mass communications research Massenmarkt m (economics) mass market Massenprodukt η —> Massenbedarfsgut Massenproduktion/—> Massenfertigung

Massenpsychologie Massenpsychologie / (Psychologie / der Masse) mass psychology Massenverbrauchsgut η —» Massenbedarfsartikel Massenversand m —> Massenaussendung Massenvertrieb m (economics) mass distribution Massen ware / —> Massenbedarfsartikel mäßiger Bedarf m (economics) moderate need A buyer's need which, while not immediate, must be taken care of within a span of a few days. cf. akuter Bedarf, marginaler Bedarf mathematische Programmierung/mathematical programming A mathematical technique used to find the optimum relationship between a number of interdependent variables - or a means of obtaining the very best course of action where many courses of action exist, i.e., the mathematical technique designed to solve the problem of finding the maximum or minimum of a function subject to several constraints that are usually expressed as inequalities, mathematisches Modell η mathematical model An attempt to describe a phenomenon by means of mathematical expressions specifying the relationships among the elements that are related to that phenomenon. Matrix f (statistics) matrix A grid system of squares for the presentation of data which can be manipulated as if the table were one single element. Matrixmanagement η (marketing) matrix management Matrixorganisation /(Matrixsystem η) (marketing) matrix organization, brit matrix organisation, matrix system A mode of organizing large-scale projects that includes persons having both task and function assignments and as a consequence being attached to two units of the organization at one time. Matrix-Projekt-Management η (marketing) matrix project management —> Matrixorganisation Matrixsystem η —» Matrixorganisation maximal adj maximum Maximax-Entscheidung / (Maximax-Kriterium n, Maximax-Regel / ) (statistics) maximax decision, maximax criterion, maximax rule A decision that maximizes the maximum gain. Maximierung/feconomics) maximization, brit maximisation —> Gewinnmaximierung, Nutzenmaximierung Maximin-Entscheidung / (Maximin-Kriterium n, Maximin-Regel f ) (statistics) maximin decision, maximin criterion, maximin rule A decision that maximizes the minimum gain. Maximum η (Höchstwert m, Maximunstelle/,

142 Scheitelwert m, Scheitelstelle f ) (statistics) maximum The highest value in a distribution. Maximumstelle / —> Maximum maya-Maxime / (Maya-Prinzip n) (economics) may a principle („most advanced yet acceptable" principle) (Richard Loewy) Me-too-Produkt η (economics) me-too product mechanische Kommunikation / mechanical communication Megamarketing η megamarketing, mega marketing The application of economic, psychological, political, and public relations skills to gain the cooperation of a number of parties in order to enter and/or operate successfully in a given market. Mehrbedarf m -> Zusatzbedarf mehrdimensionale Morphologie / multidimensional morphology —> Morphologie Mehrdimensionalität / (Multidimensionalität f ) multi-dimensionality Mehrfachpackung / (Mehrstückpackung f ) masterpack, multipack, multiple-unit package, multiple-unit packaging, combination pack A package containing a number of smaller or individual packages. Mehrfachtest m (Mehrfachprodukttest m) (market research) multiple-product test Mehr-Firmen-Handelsvertreter m (MehrFirmen-Vertreter m) manufacturers' agent An agent who represents several sellers and sells products to customers as a product line. cf. Ein-Firmen-Handelsvertreter (Ein-Firmen-Vertreter) Mehrheit/(marketing) 1. majority The diffusion model (-> Diffusion) elaborated by Everett M. Rogers has three main components: the adoption process, adopter categories (—» Adopter) and attributes of innovations (—> Innovation). The early majority (34 percent of the population) can best be described as deliberate; while they frequently interact with community leaders, they rarely are leaders themselves. The late majority, who adopt a product after the early majority, view innovations from a cautious, skeptical perspective. They usually act out of economic necessity or unrelenting peer pressure. 2. (frühe Mehrheit, Friihadopter) early majority, early adopters pi 3. (späte Mehrheit, Spätadopter) late majority, late adopters pi Mehrheitsirrtum m (Mehrheitstrugschluß m) (marketing) majority fallacy The fundamental error made in launching new products or in marketing that anything which pleases the majority of consumers will gain acceptance or be successful in the marketplace.

143 Mehrkanalpolitik/—> Mehrwegepolitik Mehrkanalstrategie /—> Mehrwegestrategie Mehrkomponentenpackung / —» Mehrfachpackung Mehrpersonenentscheidung / —> Gruppenentscheidung Mehr-Produkt-Strategie / (marketing) multiple-product strategy A product-scope strategy (—> Produktpalettenstrategie) which amounts to offering two or more products. cf. Ein-Produkt-Strategie Mehr-Produkt-Unternehmen η multipleproduct enterprise A large corporation which produces and sells more than one product. cf. Ein-Produkt-Unternehmen Mehrschichtenpappe / (packaging) multi-ply board Mehr-Segment-Strategie / (marketing) multisegment strategy, multi-segment strategy A market segmentation strategy {—> Marktsegmentation) in which an organization directs its marketing efforts at two or more segments by developing a marketing mix for each selected segment. Mehrstückpreis m (economics) multiple-unit price Mehrstttckpreisgebung/ (Mehrstückpreispolitik f ) (economics) multiple-unit pricing A pricing method involving the combination of a number of product units into one wrapping or container (—> Mehrfachpackung) and selling them at a lower price than the total number of units would cost, if sold individually. Mehrwegepolitik / (Mehrwegestrategie, Mehrkanalpolitik / , Mehrkanalstrategie f ) (marketing) multi-channel policy, multi-channel strategy, multiple-channels policy, multiplechannels strategy, multiple channels pi A market strategy under which two or more different channels are employed for distribution of goods and services. Mehrwegpackung / (Mehrwegverpackung f ) 1. dual-use package, reuse package, re-use package 2. (Strategie/Vorgang) reuse packaging, re-use packaging, dual-use packaging cf. Einwegpackung Mehrwert m (economics) added value, value added The increase in value acquired by materials, components, or other commodities, including labor, as a result of any input, whether processing, assembling, handling, distributing, or any other marketing activity. Mehrzweckpackung / (Mehrzweckverpakkung f ) multi-purpose package, multi-purpose pack, double-duty package, double-duty pack

Messebauer Meinungsbildner m Meinungsführer Meinungsfluß m (communication research) flow of opinion, opinion flow Meinungsführer m (Meinungsbildner m) (communication research) opinion leader, opinion influential (Paul F. Lazarsfeld et al.) An individual in a community who has impact on the opinions of other people and functions as the mediator between the mass media and the general public, whose members tend to ask opinion leaders for information and advice. Meinungsführerschaft / (Meinungsführung f ) (communication research) opinion leadership Meistbegünstigungsklausel / (im Mediavertrag) (advertising/media planning) favorednations clause The agreement made by two business partners that no comparable purchase shall be made by another partner on more advantageous terms without an adjustment in the original terms of purchase. Mengenrabatt m (Mengennachlaß m) 1. (economics) quantity discount, volume discount A type of price discount offered if the customer purchases a large order. 2. (sales promotion) buying allowance 2.1. A temporary price reduction to resellers for purchasing specified quantities of a product. 2.2. A specified sum of money that is given to a purchaser for each unit bought after an initial deal is over. Merchandiser m (economics) merchandiser Merchandising η (economics) merchandising The planning and supervision involved in marketing the particular merchandise or service at the places, times and prices and in the quantities which will best serve to realize the marketing objectives of the business. Merchandising involves selling the right products in the right quantities, at the right place, at the right time, and at the right price. Merchandise-Management η (economics) merchandise management The planning and control of a merchandise inventory to serve target consumers and achieve the profit goals of a retailer. Merkmal η (empirical social research) characteristic Merkmalsausprägung / (Merkmalseigens c h a f t / ) (empirical social research) property, trait, characteristic Merkmalsraum m (Eigenschaftsraum m) (empirical social research) property space Messe / t r a d e fair, fair trade show An exhibition organized in a large, central place which allows a large number of suppliers to convene at one time to show their wares to customers and prospects. Messebau m exhibition stand construction, exhibit design and construction Messebauer m exhibition constructor, exhibit

Messebesuch constructor, exhibition designer, exhibit designer, exhibit producer Messebesuch m trade fair attendance, trade show attendance, fair attendance, show attendance Messebesucher m trade fair attendant, trade show attendant, fairgoer, showgoer Messeerfolg m trade fair effectiveness, trade show effectiveness Messeerfolgskontrolle / 1 . trade fair effectiveness control, trade show effectiveness control 2. (Untersuchung) trade fair audit, trade show audit Messegelände η trade fair site, trade fair ground, trade show site, trade show ground, fairground, showground Messemarketing η trade fair marketing, trade show marketing Messemarktanalyse / trade fair market analysis, trade show market analysis Messeplanung/trade fair planning, trade show planning Messestand m (Stand m, Ausstellungsstand m) exhibition stand Messetest m trade fair test, trade show test, trade fair audit, trade show audit Messeumsatz m trade fair sales pi, trade show sales pi Messeziel η trade fair objective, trade show objective Meßzahl / ( M e ß z i f f e r / ) -> Kennzahl Metakommunikation / (communication research) meta-communication Communication that establishes the rules of communication and studies the basic assumptions and methods of proof used in generating knowledge on communication. Metamarketing η metamarketing, meta marketing (Philip Kotier) An approach to the study of marketing and its relationship to every aspect of life by focusing all social, ethical, scientific, and business experience on marketing, thus establishing a body of knowledge based on the integration of every facet of experience with the human personality. Methode / m e t h o d Methode / der Wettbewerbsparität (der Budgetierung) competitive-parity method (of budget determination) —> konkurrenzorientierte Budgetierung Methodenbank / (empirical social research) method bank, bank of methods Methodologie /methodology The logic of scientific investigation, the procedures of research, including the methods of data gathering, handling and analyzing.

144 Mietlager η (warehousing) public warehouse A storage facility in which an organization rents space instead of constructing its own facilities or using a merchant wholesaler's storage services. Mikromarketing η micromarketing Marketing from the marketing manager's point of view, the specific objectives and activities of the individual firm. MikroÖkonomie / (mikroökonomische Haushaltstheorie f ) microeconomics pi construed as sg The economic activities of individual consumers and producers or groups of consumers and producers known as markets. Mikrosegmentierung / (market research) micro segmentation cf. Makrosegmentierung Mikrozensus m (Teilerhebung f ) (statistics) sample census A survey investigation providing census material collected from a sample and not from the universe. cf. Vollerhebung Milchkuh f (economics) cash cow A product that is characterized by low growth and high market share (—» Marktanteil). Cash cows are net providers of cash. Mindesteinkommen η (economics) minimum income, minimum wage Mindestpreis m (Minimalpreis m) 1. (economics) minimum price 2. (economics) umbrella price A higher price that is maintained in order to provide an umbrella for the small high-cost competitors. Mindestrabatt m (economics) minimum discount Minimarkttest m (market research) minimarket test Minimax-Entscheidung / (Minimax-Kriterium n, Minimax-Regel / , Wald-Regel f ) (statistics) minimax decision, minimax criterion, minimax rule A decision which minimizes the maximum loss (picking the worst of the best). cf. Maximax-Entscheidung, Maximin-Entscheidung Minimax-Regret-Regel / (Savage-NiehansRegel / , Regel / des geringsten Bedauerns) (statistics) minimax regret decision rule, minimax regret rule The principle of making a decision which minimizes maximum regret. Mini testmarkt m (market research) mini test market MIS η abbr Management-Informations-System Mischkalkulation / leader pricing, loss-leader pricing, leader-pricing strategy, loss-leader pricing strategy A pricing policy under which some products or ser-

145 vices are offered at unusually low prices, frequently below cost to induce a larger customer traffic, while others are offered at higher prices to set off the reduction in revenue as a result of the lower prices. Mission / (Unternehmensmission f ) —> Unternehmensauftrag

Mitbewerber m —> Konkurrent Mitbewerberanalyse / —> Konkurrenzanalyse Mitbewerberbeobachtung / —» Konkurrenzbeobachtung Mitläufereffekt m (Bandwagon-Effekt m) (economics) bandwagon effect, brit bandwaggon effect One of several effects resulting from a pattern of consumer behavior that deviates from the assumptions underlying the law of demand, because people buy a product because others are buying it. Demand is increased by the desire to conform or to be fashionable. The slope of the demand curve may be positive if this effect continues through a situation of rising price of the product.

Mittel-Zweck-Analyse / (economics) meansend analysis Mittel-Zweck-Beziehung / (Mittel-ZweckRelation/) (economics) means-end relation Mittelstand m middle class Mittler m (economics) broker, middleman, functional middleman go-between, intermediary A business concern that specializes in performing operations or rendering services directly involved in the purchase and/or sale of goods in the process of their flow from producer to consumer.

Mix η (Mixen η) —» Mischen Mobile η (retailing) mobile, dangler, wobbler A device suspended from the ceiling at points-ofpurchase.

Mobilität / mobility Mode /fashion A set of habits or preferences that are briefer-lasting than customs but more enduring than fads.

Mode-Akzeptanz / fashion acceptance, acceptance of fashion Modeartikel m (economics) fashion article, fashion goods pi A type of product whose major appeal is the frequent change of its design.

Modeforschung /fashion research Modeführer m (economics) fashion leader An opionion leader (—» Meinungsfiihrer) in the field of fashion.

Modeführerschaft / (Modeführung f ) (economics) fashion leadership —> Modeführer Modell η (economics) (Muster) model, sample A representation of a specific reality, usually chosen to be broadly relevant in portraying some aspect in which the model constructor will be interested as an ongoing device. Modellbank / m o d e l bank

Monte-Carlo-Methode Modellbau m model making, model construction —> Modellkonstruktion Modellbauer m model maker, model constructor Modellernen η (Modellieren η, Modellierung f ) —» Beobachtungsiemen Modellkonstruktion / (Modellentwicklung f ) model building An environmental scanning technique (—> Umweltbeobachtung), which emphasizes construction of models following deductive or inductive procedures.

Modellperson / - > Leitbild, Vorbild modern adj modern, (modisch) fashionable Modeschau / (Modenschau f ) fashion show, fashion parade Modezyklus m (economics) fashion cycle The process whereby basic fashion styles move in and out of popularity in a society.

Modiiikation /(Modifizierung/) modification —» Produktmodifikation Mogelpackung /slack filling, deceptively oversized package, deceptive package, deceptive packaging An oversized package that creates the impression of containing more of a product than it actually contains.

Monodistribution / (economics) monodistribution, one-channel distribution cf. Dualdistribution Monopol η (economics) monopoly A market condition in which there is but one source of supply for a given good or class of product, and there are no acceptable substitutes. A monopoly exists when a firm produces a product that has no close substitutes.

monopolistische Konkurrenz / —» monopolitischer Wettbewerb monopolistischer Bereich m (monopolistischer Spielraum m) —» akquisitorisches Potential monopolistischer Wettbewerb m (economics) monopolistic competition A structure of a market in which many firms offer items of a similar but not identical nature. Each firm tries to differentiate its offering in such a way as to win acceptance over competitors. Monopolistic competition exists when a firm with many potential competitors attempts to develop a differential marketing strategy to establish its own market share.

Monopolpreis m (monopolistischer Preis m) (economics) monopolistic price, monopoly price Monte-Carlo-Methode / (Monte-Carlo-Verfahren η) (stochastics) Monte-Carlo method, Monte-Carlo procedure A problem-solving approach in mathematics, statis-

moralischer Kaufzwang tics or operations research by the use of random sampling. moralischer Kaufzwang m moral coercion to buy morphologische Analyse / (morphologische Methode/, diskursive Problemlösungsmethod e / ) (Fritz Zwicky) (economics) morphological analysis An environmental scanning technique (-> Umweltbeobachtung) which requires identification of all possible ways to achieve an objective, morphologische Matrix / (economics) morphological matrix, morphological grid morphologischer Kasten m (economics) morphological box Motiv η (psychology) (Motivation) motive, motivation A construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response. Motivanalyse / (Motivationsanalyse / ) (psychology/market research) motivation analysis, analysis of motives, motive analysis Motivation/(psychology) motivation The reason for behavior which can only be inferred from the behaviors of individuals. Motivationsauslösung / —> Motivation Motivationsfaktor m (Motivator m) (industrial psychology) motivator (Frederick Herzberg) A unique human characteristic, i.e., the need to grow psychologically. In the industrial setting, motivators are a part of the job content and include achievement, recognition, the work itself, and responsibility. Motivationsforschung / (Motivforschung f ) (psychology/market research) motivation research (MR), motivational research Research which attempts to relate behavior to underlying desires, emotions, and intentions, in contrast to research which merely enumerates behavior or describes a situation. Motivationsfunktion / motivational function, motivation function Motivationslage / (psychology) motivational state Motivationsmanagement η —> Management durch Motivation Motivationsmarketing η motivational marketing A promotional device that induces performance or purchase on the part of an employee or consumer through the offer of a tangible reward in the form of merchandise or travel. Motivationsmodell η (psychology) motivational model, motivation model, pattern of motivation, motivation pattern

146 Motivationstheorie f (psychology/market research) motivational theory, theory of motivation Motivator m —» Motivationsfaktor Motivforschung/—> Motivationsforschung Motivkonflikt m (psychology) motivational conflict Motivtheorie/—» Motivationstheorie MttUeimerkontrolle / (market research) dustbin check Α market research survey conducted at the consumer level to establish objective data on the level of household purchases over a period of time according to brand and pack. Emptied containers are retained in a dustbin, multiattributive Theorie / des Nutzens (multiattributive Nutzentheorie/) (economics) A theory which provides ways to evaluate the elements of the consequence vectors associated with decision options, multidimensionale Schichtung / multidimensional stratification The notion that social stratification in modern societies cannot be defined by a single dimension, because a complex society does not present a simple and unified cultural pattern, but a series of lifestyles and groupings arranged by social class. Multifaktoransatz m (Mehrfaktorenansatz m) (economics) multifactor approach An approach in portfolio analysis (-> Portfolioanalyse) which uses two variables (i.e., industry attractiveness and business strengths) to develop a 2 χ 2 matrix. Multifaktormatrix / (Mehrfaktorenmatrix f ) (economics) multifactor matrix Multifunktionalität / mul tifunc tionality Multimarkenstrategie / (economics) multiple brand entries strategy, strategy of multiple brand entries A competitive strategy which aims to exclude others from a market by producing the same product or the applicable variants of the product under different brands. multinationales Unternehmen η multinational corporation (MNC) A corporation whose philosophy it is to sell its products wherever in the world there appears to be a market for them. Multipack m —> Mehrfachpackung multistrategisches Marketing η multistrategic marketing Muster η (economics) sample A representative item or portion used by salesmen or promoters to convince prospective buyers of the product's or service's qualities. Musterlager η (economics) stock of samples, depot of samples, store of samples Mustermesse f (economics) samples fair, sam-

147 pies trade fair, samples trade show, samples exhibition Musterschutz m Gebrauchsmusterschutz, Geschmacksmusterschutz

Musterung Mustertest m —» Konsumentenjury Musterung / (economics) stockless purchasing A system of buying in which thefinancialresponsibility for inventory remains with the vendor.

Ν nachahmen v/t 1. to imitate, to copy 2. (economics) (Patente, Gebrauchsmuster etc.) to pirate, to counterfeit —> plagiieren, Markenpiraterie Nachahmer m 1. imitator 2. (Patent, Gebrauchsmuster) pirate, counterfeiter —»Markenpiraterie Nachahmung/1. imitation 2. (economics) (Patent, Gebrauchsmuster) piracy, counter-feiting 3. (economics) (nachgeahmtes Produkt) counterfeit —» Plagiat, Markenpriaterie, sklavische Nachahmung Nachbarschaftsladen m (Convenience Store m, Bequemlichkeitsladen m) (retailing) 1. convenience store, convenience goods store, bantam store, vest-pocket supermarket A small supermarket type store established to serve the convenience wants (—» Klein- und Bequemlichkeitsbedarf) of its area. 2. (für Lebensmittel) convenience food store Nachbarschaftszentrum η (retailing) neighborhood center, neighborhood cluster, neighborhood shopping center A type of shopping center (—> Einkaufszentrum) which consists of a group of several stores in an otherwise residential district of a city. Nachbelastung / (Rückbelastung / ) —> Rabattnachbelastung (Rabattrückbelastung) nachbestellen v/t (economics) to reorder Nachbestellung / (economics) 1. reorder, reordering 2. (Anschlußauftrag) follow-on order Nachbildung/—» Nachahmung Nachfaßbesuch m (Vertreter) follow-up call, callback, call-back, follow-up A sales visit to a prospective customer who has expressed interest in a product or service when he or she was visited first. Nachfrage / (economics) demand The quantity of a product or service a market will absorb at a given time under conditions of specified price, income, promotional activity, and environmental factors. Nachfrageanalyse / (Bedarfsforschung f ) (economics) analysis of demand, demand analysis The systematic study of demand for a product or service in order to establish reasons for its success or failure, or to determine how sales can be increased.

Nachfragedichte /(Bedarfsdichte f ) (econom-

ics) density of demand, density of consumer demand Nachfrageeffekt m (externer Konsumeffekt m) (economics) consumer behavior effect on demand, behavioral effect on demand, psychological demand effect -> Mitläufereffekt, Giffen-Effekt, Snob-Effekt, Veblen-Effekt Nachfrageelastizität / (Absatzelastizität / der Nachfrage) (economics) elasticity of demand, demand elasticity Demand is considered elastic when a reduction in unit price (—> Stückpreis) increases total revenue from a product or service.

—> Preiselastizität der Nachfrage Nachfragefluktuation / (economics) fluctuation of demand The demand for industrial products may fluctuate considerably because it is derived demand (-» abgeleitete Nachfrage).

Nachfrageforschung/—» Bedarfsforschung Nachfragefunktion / (Nachfragekurve f ) (economics) demand function, demand curve The formal relationship existing between demand (—> Nachfrage) and its determinants such as price, substitute goods income etc.

cf. Preis-Absatz-Funktion Nachfragegebiet η (Bedarfsgebiet η) (economics) demand area nachfragekonforme Preispolitik /(economics) demand-oriented pricing A way of setting price that takes into account the nature and quality of market demand for the offering.

Nachfragekonzentration / (economics) concentration of demand, demand concentration Nachfragekurve / (economics) demand curve The plot of the demand function (—» Nachfragefunktion) which shows for all possible prices within the relevant range the quantity of goods the market will absorb.

Nachfragelücke / (Bedarfslücke f ) —> Marktlücke Nachfragemacht / (economics) power of demand, buyer power, also buying power A type of market power (-» Marktmacht) which is the result of an organization's, a firm's, a trade's or an industry's capacity to purchase in large quantities and thereby obtain concessions in price, deliveries, packaging, and other marketing-related advantages.

Nachfragemessung / (economics) measurement of demand

149 Nachfragemodell η (economics) demand model nachfrageorientierte Preissetzung / (economics) demand-oriented pricing A pricing policy which takes into account demand factors, which are particularly relevant when a firm is selling a product in several distinct market segments (-> Marktsegment) each with a different level of demand. Nachfrageprognose / (Bedarfsprognose f ) (economics) demand prognosis, demand forecast, demand prediction Any attempt at undertaking a series of value forecasts at different selling prices for a product or service to determine the point of optimum profit opportunity, usually on the basis of a given demand function (—> Nachfragefunktion). Nachfragereaktion f (economics) demand response Nachfrageschätzung/ (economics) demand estimate Nachfragesog m (economics) pipeline effect surge of demand, demand pull The resultant of demand stimulants applied in marketing. Nachfragestruktur/—» Bedarfsstruktur Nachfragetheorie / (economics) theory of demand, demand theory That branch of economic theory which is devoted to the analysis of the determinants of demand. Nachfrageüberhang m (economics) overfull demand The market condition existing when demand significantly exceeds supply. Nachfrageverschiebung / (Bedarfsverschieb u n g / ) (economics) shift of demand, demand shift, change of demand Nachholbedarf m (economics) pent-up demand, also backlog demand, backlog The market condition existing when demand significantly exceeds supply. Nachkauf m —> Ersatzkauf Nachkaufreue/—» Kaufreue Nachkauf-Kundendienst m (Nachkaufservice m) (retailing) after-sales service The service of carrying out repairs, maintenance and the supply of advice or spares after a sale has been transacted. Nachlaß m (economics) discount, price discount One of six fundamental areas of pricing policy (—> Preispolitik) under which the buyer may be able to obtain a reduction from the list price (—» Listenpreis) depending on a firm's competitive position, the time of year, the quantity purchased, and the terms of trade in the industry. —> Preisnachlaß, Rabatt Nachlassen η der Gedächtnisleistung (psychology)

Netto-Betriebskapitalumsatz Nachlaßstaffel / —> Rabattstaffel Nachlieferung/—» Fortsetzungslieferung Nachrabatt m (nachträglich eingeräumter Rabatt m) (economics) retroactive discount, retroactive rebate Nachverkauf m (Nachverkäufe m/pl) —> Ersatzverkauf Nachzügler m (psychology/market research) laggard According to Everett M. Rogers' diffusion model, the laggards (16 percent of the population) are the last people to accept the innovation. Nahbedarf m —> Convenience Goods namenlose Ware / (namenloses Produkt η) (economics) no-name product, unbranded product An unbranded product sold under its generic name (—> Gattungsbezeichnung) at a low price and with no frills. Naturalrabatt m (economics) discount in kind, bonus goods pi Any goods given to a buyer, normally by a manufacturer to a retailer, as a reward for a large purchase. Naturaltausch m (economics) barter The exchange of goods and services without the use of money, i.e. the trading of products. Naturalwirtschaft f (economics) barter economy Naturkarton m (gelaufener Karton m) (packaging) single-ply paperboard negative Option f(economics) inertia selling The delivery of goods to prospects upon a sale-orretum basis without the previous consent or knowledge of the prospect. Neobehaviorismus m (psychology) neobehaviorism, brit neobehaviourism —> Behaviorismus netto (Netto-) adj net, (auf Gewinne/Verluste bezogen) bottom-line Referring to any quantity remaining from a gross amount after deductions. cf. brutto Nettoabsatz m (economics) net sales pi, net sales volume, net volume The total revenue generated by the sale of merchandise and/or services during a given period is the gross sales volume. cf. Bruttoabsatz Nettobetrag m (economics) net amount Any quantity remaining from a gross amount after deductions. Netto-Betriebskapital η (economics) net working capital The difference between current assets and current liabilities. Netto-Betriebskapitalumsatz m (economics) net sales to net working capital Net sales to net working capital is computed by di-

Nettoeinnahmen

150

viding net sales by net working capital (—» NettoBetriebskapital).

ing through a single supplier, as an advertising agency or distributor.

cf. Bruttobetrag Nettoeinnahmen f/pl (economics) net income, net income ratio

Neugeschäftskontakter m new business man, new business executive, pioneer salesman

An operating ratio which indicates the percentage of each sales money unit that is classified as earnings (profit) before payment of income taxes.

Nettogewinn m (economics) net profit Profit after payment of all costs of operation.

cf. Bruttogewinn Nettopreis m (economics) net cost, net price The final price of a product or service after all discounts, (-> Rabatt) and allowances (—> Nachlaß) have been deducted.

cf. Bruttopreis Nettopreissetzung / (Nettopreissystem η) (economics) net pricing, net costing Nettosozialprodukt η (economics) net national product (NNP) cf. Bruttosozialprodukt Nettoumsatz m (Nettoverkäufe) (economics) net sales pi, net orders processed pi (N.O.P.) The quantity of items sold or more precisely the amount received for these items, after all adjustments and returns.

Nettoumsatzgewinn m (economics) net earnings on net sales An indicator of productivity which is obtained by dividing net earnings (earnings after taxes) by net sales (gross sales less any returns, allowances, and cash discounts).

Netzwerk η (marketing planning) network The structure of interrelations or interactions between more than two objects or subjects.

Netzwerkanalyse / (marketing planning) network analysis Any one of two alternative environmental scanning technique (-> Umweltbeobachtung): contingency trees and relevance trees. A contingency tree is simply a graphical display of logical relationships among environmental trends that focuses on branch-points where several alternative outcomes are possible. A relevance tree is a logical network similar to a contingency tree, but drawn with a view to assign degrees of importance to various environmental trends with reference to an outcome.

Neubedarf m (Neunachfrage f ) (economics) original product demand, new product demand, primary demand —> Erstausstattungsbedarf; cf. Ersatzbedarf neubestellen —» nachbestellen Neubestellung / - » Nachbestellung Neueinführung/—> Einführung Neugeschäft η (Neukunden m/pl) (advertising/economics) new business Those prospective or recently acquired clients (-> Klient, Kunde), or accounts (—> Etat) purchas-

A sales person who is responsible for making initial sales.

Neuheit/—» Innovation, Produktinnovation Neukunden m/pl —> Neugeschäft Neunachfrage /—* Neubedarf Neupositionierung / repositioning cf. Positionierung Neuprodukteinfiihrung / (Produkteinführ u n g / ) (economics) new product launch, product launch The process of organizing the market entry of a new product.

Neuproduktentwicklung f (economics) product development

new

Before a new product is introduced, it goes through six phases: idea generation, screening, business analysis, product development, test marketing, and commercialization. New product development describes the complex marketing function of planned product improvement and modernization, including the determination of new applications for established products. Within the process of new product planning it is the stage following new product idea generation (—* Neuproduktideenfindung) and new product screening and preceding product testing.

Neuproduktidee f (economics) new product idea —> Produktidee Neuproduktkomitee η (Neuproduktgruppe/) (economics) new product committee A committee that usually is made up of the president of the firm along with managers from the major functional areas.

Neuproduktmanager product manager

m

(economics)

new

A product manager (-> Produktmanager) who works only with new products.

Neuproduktmodell η (economics) new product model Neuproduktplanung f (economics) new product planning —» Produktplanung Neuprodukttest m —> Produkttest Nichtauslieferung / (NichtZustellung f ) (economics) non-delivery nichterwerbswirtschaftliches Versorgungsunternehmen η (economics) public utility, public service A business organization deemed by law to be vested with public interest, usually because of monopoly privileges or a publicly owned enterprise (waterworks, telephone company, etc.) conducted for the benefit of the community as a whole.

Nichtkäufer m (economics) nonbuyer

151 nichtkommerzielles Unternehmen η (economics) nonbusiness enterprise, public utility —» nichterwerbswirtschaftliches Versorgungsunternehmen nichtkommerzielles Marketing η (Non-Business-Marketing n) nonbusiness marketing, not-for-profit marketing, social marketing, socio-marketing All marketing activities conducted by individuals and organizations to achieve some goal other than ordinary business goals such as profit, market share, or return on investment,

nichtkumulativer Mengenrabatt m (economics) noncumulative quantity discount A type of quantity discount (—» Mengenrabatt) with which a buyer need not purchase merchandise all at once but instead may order goods over a period of time two weeks, a month, six months, or a year.

Nicosia-Modell η (des Konsumentenverhaltens) (consumer research) Nicosia model (of consumer behavior) Niederlassung/—> Filiale Niedrigpreis m (economics) bottom price, low price, cut price, cut rate Niedrigpreispolitik / (economics) low price policy, bottom price policy, cut-price policy, cut-rate policy Niedrigpreiswarenhaus η —» Kleinpreiswarenhaus Nielsen-Ballungsraum m (market research) Nielsen conurbation Nielsen-Gebiet η (market research) Nielsen area Nielsen-Index m (market research) Nielsen index (Lebensmittelindex - NLI) Nielsen Food Index (Drogerien-/Apothekenindex - NKI) Nielsen Drug Index Nielsen-Panel η (market research) Nielsen panel Nische/—» Marktnische Nischenstrategie / (Nischenpolitik / ) (economics/marketing) nicher strategy, market nicher strategy, nicher policy, market nicher policy The strategy of pinpointing a specific market segment (—> Marktsegment) which allows a firm to aim a given brand at only a portion of the total market.

Nischenunternehmen η (Marktnischenunternehmen η) (economics/marketing) market nicher, nicher A firm which is concentrating on one or more segments of the market.

—» Nischenstrategie No-Name-Produkt η —> anonyme Ware, Gattungsmarke, namenlose Ware, markenlose Ware

Nutzenprofil normale Faltkiste f (packaging) regular slotted container (RSC) Normalmaß η (Einheitsmaß η) (packaging) standard measure Normalpreis m (economics) standard price Normalrabatt m (Einheitsrabatt m) (economics) standard discount Normalsortiment η —> Grundsortiment Normalverbraucher m (economics/consumer research) average consumer Normierung/ standardization, brit standardisation The determination of basic limits or grade ranges in the form of uniform specifications to which particular manufactured goods may conform and uniform classes into which the products of agriculture and the extractive industries may or must be sorted or assigned.

Notverkauf m (economics) emergency sale Nullsummenspiel η (game theory) zero-sum game A game in which the payoffs to all players add to zero. Many decision problems may be viewed as zero-sum games between two persons.

Nutzen m (economics) utility The capacity of a good or service to satisfy a human want.

Nutzenansatz m (economics) utility approach Nutzenerwartung / (economics) utility expectation Nutzenfunktion /(economics) utility function An index of a consumer's overall value position which assigns a single number to each consumption bundle in such a way that if one bundle is preferred to another, the number assigned to the former will be greater than the number assigned to the latter.

Nutzenmaximierung / (economics) maximization, brit utility maximisation

utility

In microeconomic theory (—> Haushaltstheorie), the assumed striving of private households to maximize utility (—> Nutzen) which is viewed as being the correlate of a business firm's striving to maximize profits (—> Gewinnmaximierang).

Nutzenmaximierungshypothese / (economics) hypothesis of utility maximization, brit maximisation, theorem of utility maximization Nutzen-Kosten-Analyse / (economics) benefit-cost analysis An attempt to rank spending proposals or to put them on a yes-no decision basis. For any use of resources, benefits accrue to some individuals and costs to others. A decision implies a judgment of who should receive benefits and who should bear costs.

Nutzenmessung f (economics) measurement of utility Nutzenprofil η (economics) utility profile

Nutzensegmentierung Nutzensegmentierung / (market research) benefit segmentation The breaking down of a market into groups (-» Marktsegmentierung) based upon the benefits purchased, the values received, and the needs (—» Bedürfnis) or wants matched. cf. psychologische Marktsegmentierung Nutzentheorie / (Wilhelm Vershofen) (economics) theory of utility, utility theory Nutzer m (economics) user An industrial or institutional „consumer" or, purchaser of a product or service.

152 Nutzwert m (Gebrauchswert m) (economics) use value The specific characteristics of a product or service which enable it to accomplish a particular function and thereby make it desirable from the viewpoint of value analysis (-»Nutzwertanalyse). Nutzwertanalyse / (Benutzungsanalyse / ) (economics) analysis of use value, value analysis, value control, value engineering The systematic investigation of the performance of a material or a part in terms of its function and its unit price aimed at developing the most effective specifications at the lowest ultimate product cost.

ο O-Markt (Organisationen-Markt m) (economics) institutional market Organizations that seek to achieve goals other than normal business goals such as profit, market share, or return on investment constitute institutional markets. Members of institutional markets include churches, private schools and hospitals, civic clubs, charitable organizations, and foundations. Ö-Markt m (Markt m der öffentlichen Hand) (economics) public utilities market (Philip Kotier)

A shipping carton so designed that when cut as indicated on it a shelf tray is formed which shows the names of the variety and producer, öffentlich adj public

öffentlichen Hand) public service institutional marketing The marketing activities of public service institutions, e.g. governments organizations and public utility enterprises. Öffentlichkeit / public A collection of individuals who share a common attitude. Öffentlichkeitsmarketing η public marketing Office-Test m (market research) office test The most simple type of a product test (—> Produkttest) which consists of having the manufacturer's staff test a new product. Ökologie / e c o l o g y The study of the relation of organisms or groups of organisms to their environment, ökologisches Marketing η (Öko-Marketing η) ecological marketing, eco-marketing Ökonometrie / (economics) econometrics pi construed as sg The systematic study of the applications of mathematics statistics and other quantitative techniques to economic problems, ökonometrisches Modell η econometric model Ökonomie /—> Wirtschaftslehre ökonomischer Konflikt m economic conflict (Daniel A. Katz) A type of social conflict in which each party wants its share of a scarce resource or space. Each party wants to get the most that it can, often with no perceived limits, and directs its behavior to maximizing its gain at the cost of the other party, ökonomischer Determinismus m economic determinism The doctrine that society is mainly determined by economic factors. Ökoskopie / (ökoskopische Marktforschung / ) (Karl Christian Behrens) ecoscopical market research, market research based on primary statistical data Ökosystem η ecosystem Oligopol η (economics) oligopoly A condition of a market in which there are only a few sources of supply for a given product or class of products or service(s). The distinguishing element of an oligopolistic market is the existence of a few large sellers and many buyers, oligopolistischer Wettbewerb m (oligopolistische K o n k u r r e n z / ) (economics) oligopolistic competition An oligopoly (—» Oligopol) exists when a few sellers control the supply of a large proportion of a product.

öffentliches Marketing η (Marketing η der

cf. monopolistischer Wettbewerb

Objekt η object 1. Anything which is concrete, stable, and visible. 2. Any aspect of the environment of which an individual is aware or towards which an attitude is directed or to which a response is made which may be material, abstract or social. 3. Anything which exists independent of a perceiver or subject. cf. Subjekt Objektivität/(theory of knowledge) objectivity obligatorischer Konsum m (marketing) mandatory consumption A marketing strategy which can be achieved by two substrategies: mandatory consumption and development. cf. Erschließungsstrategie Oblimax m (Oblimax-Methode / ) (statistics) oblimax, oblimax method, oblimax technique Oblimin m (Oblimin-Methode / ) (statistics) oblimin, oblimin method, oblimin technique Obsoleszenz / (Vereiterung / , Produktveralterung/) (economics) obsolescence The loss in value of merchandise due to the advent of superior technology a better product, or a change of style or fashion. cf. geplante Obsoleszenz Odd-even-Preis —» gebrochener Preis offene Auslage/(offene Warenauslage/) (retailing) open display, open assortment display, assortment display A type of merchandise display that enables shoppers to come in direct contact with the merchandise, to pick it up, feel it, try it on, etc. cf. geschlossene Auslage offener Verkaufskarton m (retailing) cut-case display

One-Stop-Shopping One-Stop-Shopping η (economics) one-stop shopping Operations Research m (Operationsforschung / , unternehmerische Entscheidungsforschung / , wissenschaftliche Unternehmensforschung f ) (economics) operations research (OR, O.R.) An interdisciplinary approach to marketing and marketing research, using physical or mathematical models which are subjected to possible courses of action.

operative Marktforschung / operative market research Opportunitätskosten / (economics) opportunity cost(s) (pi) The value of the benefit that is given up by selecting one alternative rather than another,

optimale Bestellmenge f (economics) optimum order quantity, economic order quantity (EOQ) The level at which the remaining stock of an inventory justifies the placement of a new order. The order point is set on the basis of balancing the risks of stockouts against the costs of overstock,

optimale Marketing-AUokation/optimal marketing allocation The process of optimally allocating a given marketing budget to the various target markets. The target markets could be different sales territories, customer groups, or other market segments,

optimieren v/t to optimize, brit to optimise Optimierung / optimization, brit optimisation, optimizing, brit optimising Any formal decision procedure designed to find optimum solutions for a given problem on the basis of defined marginal conditions.

Optimierungskriterium η optimization criterion, brit optimisation criterion Optimierungsmodell η optimization model, brit optimisation model Optimierungsprogramm η optimization program, brit optimisation programme Optimierungsverfahren η optimization technique, brit optimisation technique, optimization procedure, brit optimisation procedure Optimum-AUokation /—> optimale Allokation Option /option, choice Optionsgeschäft η (economics) option business ordern —» bestellen Organisationsbewertung / organizational assessment The process of measuring the effectiveness of an organization from the behavioral or social-system perspective. Effectiveness includes both the task-performance capabilities of the organization, i.e., how well various components of the organization are structured and function to perform tasks, and the human impact of the system on its individual members.

154 Organisationsmarketing η organization marketing, brit organisation marketing A collective term designating all marketing activities in the service of an entire (business or nonbusiness) organization rather than a single product or service.

Organisationsmodell η (economics) organization model, brit organisation model Organisationsstruktur / organizational structure brit organisational structure The network of durable and formally sanctioned organizational arrangements and relationships within an organization. Commonly, structure is seen as consisting of superstructure and infrastructure.

Organisationsziel η organizational goal A desired state of affairs which an organization such as a business firm attempts to realize,

organisatorische Spezialisierung / organizational specialization The allocation of activities among positions and groupings of positions in organizations such as business firms.

organisatorisches Marketingsystem η organizational marketing system An organization and the set of significant interacting institutions and forces in the organization's environment that affect its ability to serve its markets,

örtlicher Einzelhandel m 1. (Institution) local retail trade, local retail business, local retailers Pi 2. (Funktion) local retailing örtlicher Großhandel m 1. (Institution) local wholesale trade, local wholesale business, local wholesalers pi 2. (Funktion) local wholesaling Ortsbedarf m (economics) local demand Ortsgeschäft η (economics) local business Ortsmarketing η —> Kommunalmarketing ostentative Muße / (demonstrative Muße f ) conspicuous leisure (Thorstein Veblen) Leisure-time pursuits that have lost some or all of their recreational value and are oriented mainly to competitive consumption,

ostentative Verschwendung / conspicuous waste ostentativer Konsum m conspicuous consumption (Thorstein Veblen) Consumption designed exclusively to impress with the cost that is involved.

OST-System η (marketing/economics) OST system (objectives, strategies, and tactics) A strategic marketing planning system that was created to provide an aggressive perspective for facing the future.

OTC-Produkt η (economics) OTC pharmaceutical, patent medicine, proprietary medicine Derived from the English abbreviation for over-thecounter, the word is used in German to apply to items of medicinal use which may be sold without prescription.

Ρ P-Markt m (Produzenten-Markt tri) (economics) producer market, industrial market, business market (Philip Kotler) Individuals and business organizations that purchase products for the purpose of making a profit by using them to produce other products or by using them in their operations, packen v/t to pack, to package Packgut η (Packgüter n/p I) (economics) package goods pi, packaged goods pi Products such as food, soap, laundry detergents and bleaches, paper goods and similar household goods that are wrapped, packaged, or put in containers by the manufacturer, especially small items used broadly and frequently consumed and typically sold through food, drug, and mass merchandiser retail stores. Packmaterial η (Packmittel η) —» Verpakkungsmaterial Packpapier η packing paper, wrapping paper, manilla paper, manila paper, manilla, manila, kraft paper, kraft, (Papiersorte) brown paper A strong brown paper made from unbleached sulphite wood pulp and used to wrap or bag retail parcels. Packung / pack, package, packet, wrapping, wrapper The exterior part of a single unit of a product which serves as a protective device as well as a vehicle to carry the brand and the label. Packungsanhänger m (angehängte Packungszugabe f ) on-pack premium, on-pack, banded premium, package outsert, outsert A package premium consisting of a display card suitable for hanging on hooks, which has been affixed to the product without any covering. Packungsattrappe/—> Attrappe Packungsbanderole / (Banderole f ) package band A band wrapped around a retail package and printed with a promotion offer or other announcement. Packungsbeilage / (beigegebene Packungszugabe / , Beipack m) near-pack premium, near-pack, package outsert, outsert A piece of printed material or a premium attached to, rather than inserted into, a package. cf. Packungseinlage Packungsdesign η (Packungsgestaltung / ) package design, packaging design Both the graphic design employed on a package for a unit of a product and the marketing services professional specialty, consisting of the art and study of creating effective product packages. Packungseinlage / (eingelegte Packungs-

zugabe f ) in-pack premium, in-pack, package enclosure, package insert, boxtop premium, box-top premium, boxtop offer, box-top offer A premium or a piece of printed material inserted into a package. cf. Packungsbeilage Packungsentwurf m colloq ticky-tack A very rough permanent model constructed just to provide a basis for judging size and general appearance. Packungsfamilie/ family package An approach to packaging under which all packages of one firm are designed to be similar or are to include one recurrent design element to promote an overall company image. Packungsgestaltung/—» Packungsdesign Packungsgröße / p a c k a g e size, size of package Packungsgutschein m (Packungskupon m) package coupon, boxtop coupon, box-top coupon, boxtop offer, box-top offer An offer of a premium based on return of the box top from the package or other proof of purchase. Packungsmaterial η —> Verpackungsmaterial Packungstest m (Verpackungstest m) package test packaging test Packungstests durchführen (Durchführung / von Packungstests) package testing Packungszugabe / package premium, factorypack premium, factory pack, in-pack, on-pack, container premium A direct premium which comes attached in some way to the product, be it as a container premium, an in-pack, or an on-pack. Paketpreis m (economics) package price, bundle price Paketpreisstrategie / (economics) packageprice strategy, bundle-price strategy A pricing strategy which refers to the inclusion of an extra margin (for support services) π the price over and above the price of the product as such. P a p p e / 1 . pasteboard, paperboard, board Any heavy paperlike material made from wood pulp, waste paper, or straw. 2. (dünne Pappe) cardboard 3. (dicke Pappe) millboard Paradigma η paradigm A compact outline of the major concepts, assumptions, procedures, propositions and problems of a substantive area or a theoretical approach in research analysis. Partie f (economics/statistics) lot, batch In quality control, a group of units of a product produced under similar conditions and therefore, in a sense, of homogeneous origin.

Partyverkauf Party verkauf m (marketing) party selling, party-plan selling A form of house-to-house selling in which a hostess is persuaded through the promise of a gift to invite her friends to an afternoon or evening gathering at which the salesman can demonstrate his wares. Patent η (economics) patent The grant by a government authority (-» Patentamt) of the exclusive right to produce, or to license the production of, an invention for a certain period: in Germany the period is 18 years. Patentamt η (economics) patent office Patentanmeldung/(economics) application for a patent patent application Patentanwalt m (economics) patent attorney, patent lawyer, patent agent Patenteintragung / (economics) patent registration, registration of a patent Patentgebühr f (economics) 1. (Anmeldungsgebühr) patent filing fee, filing fee 2. (Erteilungsgebühr) patent fee 3. (Jahresgebühr) patent annuity, patent renewal fee, renewal fee Patentgesetz η (economics) patent law Patentgesetzgebung / (Patentrecht η) (economics) patent legislation, patent law, patent regulations pi Patentinhaber m (economics) patent holder Patentrecht η —> Patentgesetzgebung Pauschale/(Pauschalhonorar η) (economics) global amount, lump sum, global sum Pauschalgebühr / (economics) flat rate, flat fee A uniform rate charged for a service without allowing for any discounts (—> Rabatt). Pauschalhonorar η —> Pauschale Pauschalvergütung/ —» Pauschale Penetration / (market research) penetration The percentage of households or individuals in a market or a target group that own a given product. Penetrationspolitik / —> Marktdurchdringungspolitik Penetrationspreispolitik / -* Marktdurchdringungspolitik Penetrationstest m (empirical social research) penetration test Penetrationsuntersuchung / (empirical social research) penetration study, penetration investigation periodischer Bedarf m —> saisonaler Bedarf Personalbeschaffungsmarketing η —» Personalmarketing Personalkauf m —> Belegschaftshandel Personalmarketing η (Personalbeschaffungsmarketing n) personnel marketing, recruitment marketing Personalrabatt m (economics) staff discount

156 Personenmarketing η (Marketing η für ein Individuum) person marketing The marketing activities directed to modify public attitudes and behavior regarding a specific person such as a political candidate, celebrity, or prospect for a position, persönlicher Einfluß m (communication) personal influence The patterns of personal, face-to-face interactions of individuals, e.g. prospects, which bear directly on their behavior, e.g. purchase decision, such as personal sales contacts, opinion leader influences, and word-of-mouth advertising. persönlicher Verkauf m (economics) 1. (einzelner Verkaufsakt) personal sale 2. (persönliches Verkaufen) personal selling, face-to-face selling, colloq belly-to-belly selling The oral presentation in a conversation with one or more prospective purchasers for the purpose of making sales. persönliches Einkommen η (economics) 1. personal income 2. (persönlich verfügbar) personal disposable income The personal income remaining after the deduction of taxes on personal income and compulsory payment such as social security levies. 3. personal discretionary income, personal discretionary fund, (verfügbares Geld zum Einkaufen) open-to-buy amount (OTB amount) 3.1. That portion of persona] income, in excess of the amount necessary to maintain a defined or historical standard of living (-» ) Lebensstandard) which may be saved with no immediate impairment of living standards or may be as a result of consumer decision relatively free of prior commitment or pressure of need. Because disposable income is a ready source of buying power, the total amount available is important to marketers. Total national income is affected by wage levels, rate of unemployment, interest rates, and dividend rates, and these, in turn, affect the size of disposable income. Since disposable income is income that is left after taxes are paid, the number of taxes and the amount of each takes away from income, which directly affects the size of total disposable income. When taxes rise, disposable income declines; when taxes fall, disposable income increases. 3.2. Discretionary income enlarged by the amount of new credit extensions, which also may be deemed spendable as a result of consumer decision relatively free of prior commitment or pressure of need. Pfadanalyse / (Dependenzanalyse / ) (statistics) path analysis, dependence analysis A statistical technique based on regression analysis. It is used to investigate a system or network of hypothesized cause-and-effect relationships, i.e., causal linkages or causal paths, among a set of independent and dependent variables.

157 Pfaddiagramm η (statistics) path diagram —> Pfadanalyse Pfadmodell η (statistics) path model —> Pfadanalyse Pförtner m (Gatekeeper m, Informationsselekteur m) (communication research) gatekeeper (Kurt Lewin) Ail individual or group who opens or closes the gate to any message that comes along in the interlocking networks of social communication in society. Phänomotiv η (psychology) phenomotive (William Stern) A motive of which the individual is conscious, and which can be discovered and observed by introspection. cf. Genomotiv Phantasiefenster η (Fantasiefenster η, Ideehnfenster η) (retailing) imaginative window display, creative window display Phantasie-Markenzeichen η (Phantasiezeichen η) (economics) arbitrary mark, coined word An invented or dictionary word used as a brand name which effects no connotation about the product it is to identify. Phantasiename m (Phantasie-Markenname m) (economics) coined word, arbitrary word Phantasiepreis m —> Mondpreis Phantasiewort η —» Phantasiename pharmazeutische Industrie / pharmaceutical industry physische Distribution / (physischer Vertrieb m) (economics) physical distribution The management of the movement and handling of goods from the point of production to the point of consumption or use. PIMS-Modell η (PIMS-Programm n) (marketing) PIMS (Profit Impact on Marketing Strategy) model, PIMS (Profit Impact on Marketing Strategy) research program A research program that was initiated in 1972 at the Marketing Science Institute, a nonprofit organization associated with the Harvard Business School, to determine the profit impact of market strategies. Essentially, PIMS is a cross-sectional study of the strategic experience of profit organizations. Pionierstadium η (Pionierphase f ) (economics/marketing) 1. (der Unternehmensentwicklung) entrepreneurial stage (of corporate development) The marketing characteristics of newly formed firms are entrepreneurial in nature. Founders rely upon prior business and personal relationships to obtain sales. Often products are customer-designed. Eventually management may decide to expand the customer base using a more standardized product offering.

Portfolio 2. Einführungsphase / ( i m Produktlebenszyklus) pioneering stage (in the product life cycle) The first stage in the product life cycle. It begins at its first appearance in the markeplace, when sales are zero, profits negative, expenses for promotion and distribution activities high, and initial revenues low. Pipeline-Effekt m (Nachfragesog m) (economics) pipeline effect The resultant of demand stimulants applied in marketing. Placieren —> plazieren Placierung/—» Plazierung Planung / planning A process directed toward making today's decisions with tomorrow in mind and a means of preparing for future decisions so that they may be made rapidly, economically, and with as little disruption to the business as possible. —> Marketingplanung, Unternehmensplanung, strategische Planung, Werbeplanung Planungsphilosophie/philosophy of planning, planning philosophy Commonly, three different types of planning philosophies are distinguished: satisfying (satisficing), optimizing, and adaptivizing. Planungssystem / (marketing) planning system A marketing information system (—> Marketing-Informations-System) which, in contrast to a control system (—> Kontrollsystem) provides marketing executives not only with current data concerning sales or the inventory location of their products but also with the information needed to formulate marketing plans and to „replan" during the course of the planning cycle. plazieren (placieren) v/t to place, to position Plazierung / (Placierung / ) placement, placing, position, positioning Plunder m (Talmi m, Schundware / ) borax Low-quality merchandise. Point-of-Purchase m (POP) Kaufort (Einkaufsort) Point-of-Purchase-Material η —> POP-Material Point-of-Sale m (POS) Kaufort (Verkaufsort) Point-of-Sale-Material η POP-Material (POS-Material) Polarität / polarity politisches Marketing η (Politmarketing n) political marketing —» Soziomarketing Polydistribution / (economics) polydistribution cf. Dualdistribution, Monodistribution Portfolio η (economics) portfolio A set of strategic business units (SBU) that work together as a team to achieve an organization's overall goals.

Portfolioanalyse Portfolioanalyse f (marketing) portfolio analysis, product portfolio analysis Product portfolio analysis is based on a philosophy that a product's market growth rate and its market share should be helpful in determining its marketing strategy. All the firm's products should be integrated into a single, overall matrix. Portfolio-Management η (economics) portfolio management, portfolio analysis A management strategy that bases business decisions within the context of the company viewed explicitly as a portfolio (—» Portfolio) of individual businesses. Portfoliomatrix f (economics) portfolio matrix, product portfolio matrix The use of the portfolio concept to establish the best mix of businesses in order to maximize the longterm earnings growth of the firm. The portfolio concept addresses the issue of the potential value that a particular business has for the firm. This value has two variables: first, the potential for generating attractive earnings levels now; and second, the potential for growth, or in other words, for significantly increased earnings levels in the future. The portfolio concept holds that these two variables can be quantified. Portfolioplan m (economics) portfolio plan Portfolio-Strategie / (economics) portfolio strategy Portfoliotechnik / (Portfoliomethode f ) (economics) portfolio technique, portfolio method —> Portfolioanalyse, Produktportfolio, Portfolio-Management Portfoliotest m —> Foldertest Portion f (economics) take Position f (marketing) position The consumer perception of a products or service's benefit(s) in comparison to its competition. Positionierung, Produktpositionierung Positionierung / (marketing) positioning The art and science of creating a distinct identity for a product or service by fitting it to one or more segments of a market in such a way that it is meaningfully set apart from competition products or services, thereby optimizing opportunity for greater sales or profits. Positionierungsforschung / (market research) positioning research Positionierungsstrategie / (marketing planning) positioning strategy Any marketing strategy aimed at designing a brand offer that closely matches target market wants (i.e., position toward selected markets) and at the same time is sufficiently differentiated from competitive offers to give customers a reason to select it over other brands (i.e., position away from major competitors). Positionsbewertung / (Positionsevaluierung f ) position evaluation

158 Positionsmedium η Standortmedium potentieller Käufer m (economics) prospective buyer, prospective purchaser, prospect, potential buyer Anyone not now using a product or service who can benefit from owning it and who has the purchasing power to acquire it. potentieller Konsum m —» potentieller Verbrauch potentieller Konsument m (potentieller Verbraucher m) (economics) prospective consumer, prospect, potential consumer potentieller Kunde m (economics) prospective customer, prospect, potential customer potentieller Markt m (economics) prospective market, potential market potentieller Verbrauch m (potentieller Konsum m) (economics) prospective consumption, potential consumption potentieller Verbraucher m —» potentieller Konsument Präferenz / (Bevorzugung f ) (economics) preference A favorable consumer attitude toward a specific product or service, normally a brand product, which serves to differentiate otherwise equal goods in the marketplace. Präferenz-Attribut-Beziehung / (consumer research) preference-attribute relationship The relationship existing between consumer perceptions and a set of product or service attributes that determine consumer choice. Präferenzkurve /(economics) preference curve Präferenzlandkarte / (Präferenzkarte f ) (economics) preference map The vector model of preference mapping is analogous to scoring a subject's preference on a unidimensional scale in multidimensional space. The process usually starts with a two- or three-dimensional configuration of objects whose interpoint distances have been derived from judgments of their similarity, the subject's preference mapping is then included on that configuration. The results from a multidimensional scaling by an appropriate sample are often used as a starting point. Präferenzsegmentierung / (economics) preference segmentation A market segmentation procedure based on consumers' preferences for one or more product attributes. This results in identifying different preference segments in the market. Präferenzstruktur / (economics) preference structure Präferenzsystem η (economics) preference system Präferenztest m (market research) preference test Präferenzurteil η (statistics/empirical social

159 research) preference judgment, preference rating Präferenz Wahrscheinlichkeit / (statistics/ empirical social research) preference probability Prägnanz f (psychology) praegnanz, pragnanz, pregnance, precision, Prägnanzprinzip η (Prägnanzgesetz η) (psychology) praegnanz principle, pragnanz principle, pregnance principle, law of precision, eidotropic principle The general principle of perception as formulated in gestalt psychology. Prämie / (economics) premium, bonus, bonus payment, premium money (PM), premium pay, extra pay An incentive payment granted to salespersons for above-the-norm achievement. Präsentation /presentation, colloq pitch The formal face-to-face exposition of facts, information figures plans, ideas visual material, etc. regarding a subject or a proposed course of action. Präsentationseifekt m (Darbietungseffekt m) presentation effect The effect a well-done sales presentation has in favor of a product. Preis m (economics) (für Waren, Dienstleistungen) price The amount of money (or in barter trade of something else) for which a product or service can be acquired. Preisabsatzelastizität / —» Absatzelastizität, Preiselastizität Preisabsatzfunktion / (economics) demand function The formal relationship existing between demand (-» Nachfrage) and its determinants such as price, substitute goods income etc. Preisabsatzkurve/(economics) demand curve The plot of the demand function (—> Nachfragefunktion) which shows for all possible prices within the relevant range the quantity of goods the market will absorb. Preisabsprache /(Preisabrede / , Preisabkommen η) (economics) price agreement, price arrangement Preisaktion / —> Sonderpreisangebot Preisanalyse/(economics) price analysis The investigation by a buyer of a supplier's costs to make an item with the objective of assisting the buyer to negotiate a price closely parallel to the supplier's cost to produce. Preisänderung f (economics) change in price Preisangabe / (economics) price quotation, quotation The verbal or written offer of a price for goods or services.

Preisbewußtsein Preisangabenverordnung / Price Quotation Decree Preisanstieg m (economics) price increase, increase in price Preisaufschlag m (economics) price markup, markup The amount added to a purchase price to provide a selling price. Markup pricing is widely used by wholesalers, retailers, and other firms that sell many different types of products. Preisausgleich m (economics) price equalization, brit price equalisation A competitive pricing policy that results in a firm's delivered price to a customer consisting of the price of the product at the factory plus the freight cost to the customer as though the shipment originated from the shipping point of the firm s competitor nearest to the firm's customer. Preisausschreiben η (sales promotion) prize competition, competition, contest A promotional competition in which prizes are awarded for individuals showing the best performance^). Preisauszeichnung / (economics) price marking, price labeling The marking of retail prices on packages or on the box in which the package is sold. Preisbemessung / —» Preisbestimmung (Preisfestsetzung) Preisbereitschaft / (Preisakzeptanz f ) (economics) price acceptance Preisbereitschaftstest m (Preisakzeptanztest m) (market research) price acceptance test Preisbestimmung / (Preisfestsetzung/) (economics) pricing, price determination, price setting, pricing, price setting The processes and methods involved in choosing a specific selling price for a product or a service. Preisbestimmungsfaktor m (economics) pricing factor, price determining factor, price determinant Any one of a multitude of factors affecting the final selling price of a product or service. Preisbestimmungsrahmen m (economics) pricing framework, framework of pricing Preisbestimmungs-Rahmen-Modell η (economics) framework-for-pricing-strategy model, pricing-framework model, framework-of- pricing model Preisbestimmungsziel η —» Preisziel Preisbewußtsein η (economics) 1. (Preiskenntnis) price awareness The knowledge consumers have of the prices and price levels of products and services they buy. 2. (preisorientiertes Verhalten) price consciousness A type of consumer buying behavior in which buy-

Preisbildung ing devisions are strongly influenced by prices or price levels. Preisbildung / (economics) price formation, price setting, pricing Preisbindung f (economics) 1. price maintenance, price fixing 1.1. The establishment of a fixed price between directly competing companies such as two manufacturers or two retailers (horizontal price fixing). 1.2. The establishment of a fixed price between members of one channel of distribution (—> Absatzwege such as would occur if a manufacturer required that a retailer sell the manufacturer's products at a specific price (vertical price fixing) (—» Preisbindung der zweiten Hand). 1.3. Any legal or governmental constraint preventing the free development of prices on the market. 2. (Kontrolle) price regulation Preisbindung / der zweiten Hand (vertikale Preisbindung/) (economics) resale price maintenance, vertical price fixing The control by a supplier of the selling prices of his branded goods at subsequent stages of distribution by means of contractual agreement under fair trade laws or other devices. Preisbrecher m (economics) price cutter Preisdifferenzierung / (economics) price differentiation, differential pricing A pricing technique (-» Preistaktik), under which a product or service is offered at different prices in different markets or market segments (—> Marktsegment), each of which has a different elasticity of demand (—> Preiselastizität der Nachfrage) for the product or service in question. Preisdiskriminierung / (economics) price discrimination The practice of selling products or services of like grade and quality at different prices to different purchasers when the effect of this practice lessens or injures competition. Price differentiation (-» Preisdifferenzierung) becomes discriminatory when a seller gives one reseller or industrial buyer an advantage over competitors by providing products at lower prices than other similar customers can obtain. Preis m „früher - jetzt" —» .Jetzt"- „Früher"Preis, durchgestrichener Preis Preiseffekt m (economics) price effect, priceaura effect The effect a certain price level has on consumers' quality notions associated with the product or service. Preiselastizität / (economics) price elasticity, also price sensitivity Preiselastizität / der Nachfrage (economics) price elasticity of demand, also price sensitivity of demand A measure of the responsiveness of consumers in terms of quantity demanded as a result of changes in price of a product or service. Other factors remaining constant, it is defined as the percent change in

160 quantity demanded which may be expected to result from a present change in price. Preisempfehlung / (empfohlener Preis m, Richtpreis m) (economics) recommended retail selling price (RRSP), recommended price, price recommendation, suggested retail price Since the abolition of resale price maintenance (-» Priesbindung)) manufacturers are only allowed to make nonobligatory price recommendations to provide consumers with some price standard by which they may judge the value of a product and compare it with competitors. Preisempflnden η (economics) cost-price judgment The subjective notion consumers have of a fair cost-price relationship. Preisendziffer / (Preisendzifferneffekt) —» Endziffer Preisentscheidung / (economics) pricing decision One in a series of steps in a business firm's overall corporate strategy which results from the definition of its corporate mission and the formulation of marketing objectives and programs. Preiserhöhung / (economics) price increase, increase in price(s), price raise, raise in price(s) A pricing strategy (—» Preisstrategie) for established products under which a company increases the price(s) of its product(s). Preisermäßigung f (economics) 1. price cut, price reduction, reduction in price(s), reduction of price(s) —> Preissenkung 2. (Preisrabatt) price discount, price rebate Rabatt Preiserwartung(en) / (pi ) (economics) price expectation(s) (pi) Preisfaktor m (economics) price factor, price determinant Preisfixierung/—» Preisbindung Preisfindung / Preisbestimmung, Preispolitik Preisflexibilität / (Preisflexibilitätsstrategie / ) (economics) price flexibility, price-flexibility strategy A pricing strategy which may consist of setting different prices in different markets based on geographic location, varying prices depending on the time of delivery, or customizing prices based on the complexity of the product desired. Preisführer m (economics) price leader A business firm whose pricing behavior is followed by other companies in the same industry. Preisführerschaft / (Preisführung f ) (economics) price leadership The emergence of one business firm as dominant in an industry (normally as a result of competitionoriented pricing in an oligopolistic market) with the

161 result that the selling prices set by this firm become the prices for the entire industry or market.

Preisftthrerschaftsstrategie / (Preisführungsstrategie/) (economics) price-leadership strategy A pricing strategy under which one member of an industry, due to its size or command over the market, emerges as the leader of the entire industry. The leading firm then makes pricing moves which are duly acknowledged by other members of the industry.

Preisgarantie / (economics) price guaranty, price guarantee, price protection The pledge on the part of the seller to make a proportionate refund to the buyer on all applicable items in the buyer's inventory at the time of a price reduction usually qualified for a specified time after purchase.

—> Reverssystem Preisgebung/—» Preissetzung Preisgegenüberstellung / (Jetzt-Friiher-Preis m) (economics) was-is-price labeling A reduced price comparing the present price with the previous price, crossed out on the price tag.

Preisgefälle η (economics) price differential Preisgefüge η (Preisstruktur f ) (economics) price structure Preisgestaltung/(economics) pricing —» Preispolitik Preisgrenze / (Preislimit η) (economics) price limit, (obere Grenze) price ceiling, (untere Grenze) bottomline Preisherabsetzung/—» Preisermäßigung Preisheraufsetzung/—» Preiserhöhung Preishöhe/—» Preisniveau Preisillusion f (economics) price illusion Preisimage η (economics) price image —> Preis-Qualitäts-Assoziation Preisindex m (economics/statistics) price index An index number which combines several series of price data into a single series expressing an average level of prices e.g. of retail prices or of prices of manufactured products.

Preisindex m für die Lebenshaltung (Lebenshaltungskostenindex m) (economics/ statistics) consumer price index (C.P.I., CPI), brit cost of living index, retail price index An index number (—> Indexzahl) representing the trend of a series of prices paid for a representative sample of consumer goods, revealing the changes in the cost to households of typical purchase needs.

Preisinformation / (Preiskenntnis / ) (economics) price information Preisintervall η (economics) price interval Preiskalkulation / (economics) price calculation, calculation of prices

Preispaket Preiskartell η (Preisabsprache/, Preisabrede f ) (economics) price cartel Preiskenntnis /—» Preisbewußtsein Preisklasse / (Preiskategorie f ) (economics) price category, price class, price range Preiskonstanz f (economics) price constancy Preiskontrolle / (economics) price control, price regulation —» Preisbindung Preis-Kosten-Kalkulation / —» Kostenpreiskalkulation Preis-Kosten-Relation / —> Kostenquote Preislage/—» Preisniveau Preis-Leistungs-Verhältnis η (economics) cost-benefit relation Preislinienpolitik /—» Preiszonenpolitik Preisliste / (economics) 1. price list, rate book 2. (retailing) (im Handel) trade list A sales representaive's manual of prices for products and services he or she sells, or more in general, a card or folder listing the prices for products and services a business firm sells.

Preismechanismus m (economics) price mechanism The economical system of allocating scarce resources according to the effective demand on the market, as expressed through price and price movements.

Preisminderung/—» Preisermäßigung Preismix η (Entgeltpolitik/) (marketing) price mix, pricing mix That part of a business firm s marketing mix (—» Marketing-Mix) that consists of its policy regarding raising and lowering prices to meet the competition (—> Preispolitik).

Preismodell η (economics) price model Preisnachfrageelastizität / -» Preiselastizität der Nachfrage Preisnachlaß m price discount One of six fundamental areas of pricing policy (—» Preispolitik) under which a buyer may be able to obtain a reduction from the list price (—» Listenpreis) depending on a firm's competitive position, the time of year, the quantity purchased, and the terms of trade in the industry.

Preisnachlaßgutschein m (sales promotion) cents-oif coupon, cents-ofF offer, cents-off store coupon, cents-off store offer With cents-off offers, buyers receive a certain amount off the regular price shown on the label or package.

Preisniveau η (Preishöhe/) (economics) price level Preisobergrenze / (economics) price ceiling Preispaket η (economics) price package, price bundle

Preispaketstrategie Preispaketstrategie f (economics) price-pakkage strategy, price-bundle strategy A pricing strategy which refers to the inclusion of an extra margin (for support services) in the price over and above the price of the product as such. Preisparameter m (economics) price parameter Preisplanung f (economics) price planning Preispolitik / (Preisstrategie / , Preisgestalt u n g / ) (economics) pricing, price policy, pricing policy, often pi pricing policies, pricing mix The complex pattern of policies regarding a business company's price setting strategy and practice. It is the guiding philosophy or course of action designed to influence and determine pricing decisions. Pricing policies set guidelines for achieving pricing objectives (—> Preisbestimmung). Pricing policies provide the framework and consistency needed by the firm to make reasonable, practicable, and effective pricing decisions. They are an important component of an overall marketing strategy, preispolitischer Ausgleich m —> kalkulatorischer Ausgleich preispolitischer Spielraum m (economics) pricing range, price range The span of prices, from the lowest to the highest, that are scored for a particular type of product or service and may, therefore, be regarded as the upper and lower limits for the pricing policy of any company trying to market a new product or service, preispolitisches Modell η (economics) pricing model Preispositionierung / (marketing) price positioning —» Positionierung Preisprognose / (economics) price forecast, price prognosis, price prediction Preispsychologie / p r i c e psychology The field of applied psychology concerned with the investigation of psychological reactions, with particular emphasis on emotional rather than rational responses to pricing policies and price developments in a market. Preis-Qualitäts-Assoziation / (Preis-Qualitäts-Irradiation f ) (economics) price-quality association, price-quality irradiation Preis-Qualitäts-Effekt m (Preis-Qualitäts-Irradiation f ) (economics) price-quality effect, price-aura effect, price-quality irradiation The reliance of consumers on price as an indicator of a products or service's quality, especially when they must make purchase decisions with incomplete information. Preisrangordnung /(economics) price rank order, cost rank order Preisreagibilität / (economics) price sensitivity —> Preiselastizität Preisreaktionsfunktion / (economics) price response function —» Reaktionsfunktion

162 Preisreaktionskurve / (economics) price response curve - » Reaktionsfunktion Preisreduzierung / (Preisreduktion /) —> Preissenkung, Preisermäßigung Preisschild η (economics) price tag, price label, price ticket The tag or label with the price on an item. Preisschleuderei f (economics) undercutting of prices, price cutting Offering merchandise or a service for sale at a price below that recognized as usual or appropriate by its buyers and sellers. Preisschwelle / (economics) price line, price tableau, pricing tableau, price threshold Usually a round figure for a selling price, above and below which sharply increasing price elasticity (—> Preiselastizitat) tends to occur. Preisschwelleneffekt m (Schwelleneffekt m) (economics) price line effect, price threshold effect, threshold effect Preissenkung/(economics) price reduction, reduction in prices(s) (pi), price cut, price cutting, markdown A pricing strategy (—» Preisstrategie) for established products under which a company decides to reduce the price(s) for its product(s). Preissetzung f (economics) pricing —> Preisbestimmung, Preisgestaltung, Preispolitik Preisskala / (economics) price scale, scale of prices Preisspaltung / (economics) price splitting, split pricing A variant of differential pricing (—> Preisdifferenzierung) consisting of selling a product or service at two different prices to two different market segments. Preisspanne / (economics) price range, price margin Preisstabilitätf (economics) price stability, stability of prices Preissteigerung f (economics) 1. —» Preiserhöhung 2. (starke Steigerung) price boost Preissteigerungsklausel /escalator clause A clause designed to allow a seller to raise the price of merchandise under contract to a buyer if costs increase prior to delivery. Preisstellung f (economics) pricing —> Preispolitik Preisstellung/mit teilweiser Übernahme der Frachtkosten (economics) freight-absorption pricing A pricing strategy that is used to offset some of the problems that arise with FOB-factory pricing. Freight-absorption allows the firm to expand its market far beyond its normal economic boundaries.

163 Preisstrategie / (economics) pricing strategy, price strategy The deliberate long-term planning of a business firm's pricing structure in relation to factors such as consumer wants, product attributes, competition etc., in such a way as to ensure overall profitability. cf. Preistaktik Preisstabilität/(gleichbleibende Preise m/pl) (economics) price stability, maintaining the price A pricing strategy for established products under which a company decides not to initiate any change in its pricing, e.g., if the market segment from which the company derives a big portion of its sales is not affected by changes in the environment. Preisstrategie / (economics) price strategy, pricing strategy Preisstrategie-Rahmenniodell η (economics) framework-for-pricing-strategy model, pricingframework model, framework-of- pricing model A model utilized in industrial pricing situations. It examines the determinants of „strength" in the industrial environment, then continues to refine this evaluation by adding an environmental dimension. Preisstruktur / —» Preisgefüge Preistafel f (economics) price board Preistaktik/ (economics) price tactics pi construed as sg, pricing tactics pi construed as sg, pricing technique The short-term manipulation of a products or service's price made in an effort to adjust to changing market conditions, or to stimulate brand switching (—» Markenwechsel) or an increase in the market share (-» Marktanteil). cf. Preisstrategie, Preispolitik Preistest m (market research) price test, pricing test A test conducted to ascertain the market acceptance of several alternative prices. Preistheorie / (economics) theory of pricing price theory Preis-Umsatz-Funktion / (economics) priceturnover function Preisunterbietung f (economics) price cutting, undercutting, undersellung Preisuntergrenze/—> Preisgrenze Preisunterschied m (economics) price difference Preis Veränderung/—» Preisänderung Preisverankerung f (economics) price anchoring Preis Vereinbarung/—»· Preisabkommen Preisvergleich m (economics) price comparison Preisverzeichnis η —» Preisliste Preisvorschriften f/pl (economics) price regulations pi, price controls pi Preiswahrheit/(economics) truth in pricing

Prestigewaren Preiswahrnehmung / (economics) price perception preiswert adj (economics) low-priced, inexpensive Preiswettbewerb m (economics) price competition Preiswiderstand m (economics) price resistance Preiswilligkeit / —> Preisbereitschaft Preiswirkung / (economics) price effect Preisziel η (Preissetzungsziel η, Ziel m der Preispolitik) (economics) pricing objective, price objective The objectives that are constituent parts of a business firm's pricing policy (—» Preispolitik) such as e.g. profit maximization, a satisfactory return, target return on investment, cost-plus pricing, target market share, meeting or matching competition etc. Preiszone / (Preislinie f ) (economics) price zone, price line A series of price lines that appeal to one group of a given retail store's customers. Preiszonenpolitik f (economics) price zoning, zone-delivered pricing A modification of uniform-delivered pricing (—> einheitliche Preisstellung frei Haus) under which the seller divides customers into geographic zones and then charges the customers within each zone the same price. Prestige η prestige, social prestige, status honor The degree of respect accorded to groups, positions, or individuals based on their ascribed characteristics or achievements. Prestigeführer m prestige leader, cosmopolitan influential Prestigekonsum m —» demonstrativer Konsum Prestigemotiv η (Prestigemotivation f ) prestige motive, prestige motivation Prestigenutzen m —» Geltungsnutzen, Zusatznutzen Prestigepreis m (economics) prestige price A price for a product or service that is deliberately set to attract those who find satisfaction in owning expensive and relatively exclusive items or those who equate high quality with high price. Prestigepreissetzung / (Prestigepreisgebung f ) (economics) prestige pricing A variant of psychological pricing (—> psychologische Preissetzung) which is accompanied by an increase in demand. The demand curve associated with prestige pricing is backward bending. Prestigestreben η prestige aspirations pi Prestigewaren f/pl (Prestigegüter n/pl, Prestigeprodukte n/pl) (economics) prestige goods pi, prestige products pi Those products or services the utility (—» Nutzen) of which consists to a large part of the prestige their purchase imparts on their owners or users.

Primärbedarf Primärbedarf m (Primärnachfrage /) —» Erstbedarf, Grundbedarf Primärbedarfsschöpfung / (Neubedarfsschöpfung / ) (economics) primary demand Stimulation —» Erstbedarfsschöpfung Primärbedürfnis η —> Grundbedürfnis primäre Marktforschung / p r i m a r y market research —> Primärforschung primäre Wahrnehmung / (psychology) primary perception A perception that precedes other perceptions, primärer Sektor m (economics) primary sector The industries involving the collection or extraction of natural resources. The primary sector of an economy includes agriculture, mining, forestry and fishing. Primärgruppe / (primäre Gruppe f ) (sociology) primary group (Charles H. Cooley) A small group of persons who maintain intimate, personal relationships within a large work-oriented environment. cf. Sekundärgruppe Primärmotiv η (Primärmotivation f) —» Grundbedürfnis Primärnachfrage/—> Erstbedarf, Grundbedarf Primat m des Absatzsektors (Primat m des Absatzes) (economics) primacy of sales The characteristic principle of management organization in buyers' markets (-> Käufermarkt) in which all departments and activities of a business firm are subordinated to the sales sector. Priorität /(Vorrang m) priority privater Haushalt m private household The aggregate of persons occupying a common dwelling unit (a house, an apartment, a group of rooms, or a single room), whether or not those persons are kinsmen, privater Verbrauch m (privater Konsum m) (consumer research/economics) private consumption, private household consumption Probe / (economics) 1. (Erprobung) trial, test tryout —> Erstkauf 2. —» Dienstleistungsprobe, Geschmacksprobe, Warenprobe, Probeexemplar Probeauftrag m (economics) trial order Probekauf m —> Erstkauf Probekäufer m —» Erstkäufer Probepackung / trial package, test package, sample package Probepackungsformat η (Probepackungsgröße f ) trial package size, test package size, sample package size Probestück η —> Warenprobe Probierkauf m —> Probekauf

164 Probierstand m (retailing) product demonstration stand, demonstration stand Problem η (Problembereich m) (decisionmaking) problem, problem area A problem area exists when the decision maker or problem solver faces uncertainty regarding which action to adopt in the situation. Problemanalyse/problem analysis Problemerkenntnis / (Problemerkennung f ) (decision-making) problem recognition The first stage in the consumer decision process which occurs before decision-making begins. The recognition of a problem is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process. Problemlösung / (Problemlösen η) problem solution, problem solving In decision-making, all phases of action undertaken to reduce the risk to acceptable levels of probability in order to lead to a course of activity designed to attain desired objectives. Problemlösungstechnik / (Problemlösungsverfahren η) problem solving technique, problem-solving procedure Problemlösungsverhalten η problem-solving behavior, brit problem-solving behaviour Problemranganalyse / - » ABC-Analyse Problemtreue / (Bedarfstreue f ) (Herbert Gross) (marketing) problem-solving consistency Produkt η 1. (economics) (Artikel, Ware) product, product item, also produce A physical item, especially one to which value has been added, that is offered for sale on the market. 2. —> Handelsware Produktabbildung/—» Attrappe Produktabsatz m (economics) product sale(s) (pl) Produktakzeptanz / (economics) product acceptance The degree of acceptance a product, particularly a new product, enjoys among consumers. Produktakzeptanztest m (economics/marketing research) product acceptance test (P.A.T.) A test of the rate or amount of acceptance a product enjoys among consumers. Produktanalyse f (economics) product analysis The investigation by a buyer of a product's performance with the objective of determining an adequate quality at the lowest final cost. Produktangebot η -> Warenangebot Produktart/—» Produkttyp Produktattrappe f—> Attrappe Produktattribut η (economics) product attribute, attribute of a product Produktauffälligkeit / Produktausstrahlung

/

(Produktausstrah-

165 lungseflekt m) Ausstrahlung (Ausstrahlungseffekt) Produktbenennung / Produktbereich m —> Produktpalette Produktbeschaffenheit/—> Produktqualität Produktbewertung / (Produktevaluierung / ) (economics) product evaluation, new product evaluation, product screening, new product screening That part of the process of new product development (—» Produktentwicklung) that consists of screening those new product ideas, that do not match a business organization's organizational objectives and/or capabilities or capacities; it involves a general assessment of resources and the firm's ability to produce and market the product. Produktbewertungsmatrix / (Produktbewertungsschema η) (economics) product evaluation matrix The product-line-strategy model delineates information on a product's sales, market share, and profit position, showing both current and past trends. This information may be summarized in a matrix. Produktbezeichnung / (Produktname m) (economics) product name It is advisable to distinguish clearly between product name and brand name (—» Markenbezeichnung). Produktbudget η (Produktetat m) (economics) product budget That part of a business firm's total budget in a brand management type of organization (—» Produktmanagement) that is earmarked (or calculated) for an individual product. Produktbühne / - » Greifbühne Produktcharakteristika n/pl —» Produktmerkmal(e) Produktdarbietung / (Produktpräsentation f ) (economics) product presentation Produktdaten n/pl (economics) product data Produktdeckungsbeitrag m —» Deckungsbeitrag Produktdesign η —> Produktgestaltung Produktdifferenzierung / (economics) product differentiation A strategy of market splitting under which certain features of a product are changed to distinguish it clearly from similar products. As a result products of similar characteristics and end use, usually made by different producers, acquire divergent images in the minds of segments of the market. Produktdistribution/—> Produktvertrieb Produkteigenschaft(en) fipl) —> Produktmerkmale Produkteinführung / (marketing) product launch, new product launch, product introduction, new product introduction, commercialization The process of organizing the market entry of a new

Produktforschung product. The product is introduced into the market during commercialization. Produkteinstellung / —> Produkteliminierung Produkt-Einzelkosten pi (economics) unit cost, product unit cost Produkteliminierung / (Produktelimination f ) (economics) product elimination, product abandonment, product deletion The decision of a business firm to phase out or to drop a weak product. Produkteliminierungsstrategie / (Produkteliminationsstragie f ) (economics) product-elimination strategy, product-abandonment strategy, product-deletion strategy Produktenbörse / (Warenbörse f ) (economics) commodity exchange, produce exchange An organization usually owned by the member traders, which provides facilities for bringing together buyers and sellers of specified commodities, or their agents, for promoting trades, either spot or futures or both, in these commodities. Produktenttäuschung/—> Nachkaufreue Produktentwicklung/(economics) product development, new product development The complex marketing function of planned product improvement and modernization, including the determination of new applications for established products. Within the process of product planning (—» Produktplanung) it is the stage following product idea generation (—> Produktideenfindung) and product screening (—> Produktbewertung) and preceding product testing (—> Produkttesten). Produktentwicklung / (und -forschung / ) (economics) product development and research —> Produktforschung und -entwicklung Produktentwicklungsabteilung / (VentureAbteilung/) (economics) venture department A separate and formalized department or division formed to find, develop, and commercialize promising new-product or new-business areas. Produktentwicklungsgruppe / (Venture Team n) (economics) venture team A venture team is an organizational innovation to create entirely new products that may be aimed at unfamiliar markets. Produktentwicklungsprozeß m (economics) product development process Produkterneuerung/—» Produktvariation Produktfamilie/—> Produktgruppe Produktfindung/—> Produktentwicklung Produktforschung / (und -entwicklung / ) (economics) product research and development (P.R.D., PRD), research and development (R & D) Both the corporate process and personnel group using research into the physical properties and characteristics of product formulations or designs either employed by competitors or being considered for future use to further corporate marketing objectives.

Produktfunktion Produktfunktion / (economics) function of a product, product function The problem-solving offer contained in a product. Produktgattung / —» Produktgruppe, Produkttyp Produktgeschäft η (economics) product selling cf. Anlagengeschäft, Systemgeschäft Produktgestaltung / (Produktdesign η) (economics) product design The visual and artistical plan determining the outward appearance and form of a product. Produktgestaltungstest m (Formgebungstest m, Gestaltungstest m) (economics) product design test Produktgruppe/(Produktfamilie / , Produktl i n i e / ) (economics) product line, line A group of products that are closely related either because they satisfy a class of needs, are used together, are sold to the same customer groups, are marketed through the same type of outlets or fall within given price ranges. Produktgruppenleiter m (Produktgruppenmanager m) (economics) product line manager Produktgruppenorganisation / (economics) product line organization, brit organisation —¥ Linienorganisation Produktgruppensegmentierung / (economics) product line segmentation Produktgruppentiefe / (Tiefe / der Produktgruppe) (economics) depth of product line The number of items a firm offers within one product line. Produktgruppenvergleich m (economics) product line comparison Produktidee f (economics) product idea Produktideenfindung / (economics) product idea finding, product idea development, product idea generation, new-product idea generation The processes whereby businesses or other organizations seek product ideas that will help them achieve their objectives. Produktideentest m (economics) product idea test —» Produktbewertung Produktimage η (Gattungsimage η) product image, generic image The image (—» Image) a type of product or product lines have conveyed to a brand image or corporate (institutional) image. Produktinformation f (economics) product information Produktinnovation / (economics) product innovation, innovation The process of introducing a new product to replace an existing product in order to satisfy a need in an entirely different way or to provide a new approach to satisfy an existing or latent need.

166 Produktinteresse η (economics) product involvement Produktion / (economics) production, manufacturing The economic process of creating utility (—> Nutzen). Produktionsablauf m (Produktionsfluß m) (economics) flow of production Produktionsabteilung / (Herstellungsabteilung / ) (economics) production department, production Produktionschef m (Produktionsleiter m) (economics) production manager, production director An executive responsible for production in a business firm. Produktionsfaktor m (economics) production factor Produktionsfunktion f (economics) production function A statement of the varying amounts of output per time period which may be expected to result from the application of different levels and combinations of resources. Produktionsgenossenschaft f (economics) producer cooperative —> Erzeugergemeinschaft Produktionsgüter n/pl (gewerbliche Verbrauchsgüter n/pl) (economics) producer goods pi, producer's goods pi, producers' goods pi, instrumental goods pi, intermediary goods pi, auxiliary goods pi Capital goods (—* Produktivgüter) that are „consumed" in the process of manufacturing other products without remaining durable or permanent fixtures or being used continuously for a long period of time like investment goods (—> Investitionsgüter). Produktionsgütermarketing η producer goods marketing Produktionsgütermarktforschung / producer goods market research Produktionskapazität f (economics) production capacity, productive capacity Produktionskosten pi —> Herstellungskosten Produktionsleiter m (PL) (economics) production manager, plant manager, production director Produktionsmittel n/pl (economics) capital goods pi, means pi of production All types of goods such as machinery, materials, and other commodities used to produce other products or services. Produktionsorientierung / (economics) production orientation The condition typical of producer's markets (—> Herstellermarkt) in which a business firm's major concern is coping with problems associated with the production of goods. The place of marketing

167

Produktmodiflkation

within a company is determined largely by its overall corporate orientation.

the stages of its market introduction, from maturity to decline and, eventually extinction.

cf. Marketingorientierung Produktionspalette / —> Produktpalette Produktionsplan m (economics) production plan, production schedule —» Produktionsplanung Produktionsplanung/ (economics) production planning Produktionspolitik f (economics) production policy Produktionsprogramm η (economics) production program, brit programme Produktionsstatistik / production statistics pi construed as sg Produktivgüter n/pl (economics) capital goods pi, industrial goods pi

Produktleistung / (economics) product performance

All goods needed for industrial rather than for consumers use including investment goods (—> Investitionsgüter) and producer goods (—> Produktionsgüter).

cf. Investitonsgüter (gewerbliche Gebrauchsgüter), Produktionsgüter (gewerbliche Verbrauchsgüter) Produktivgiitermarketing η capital goods marketing Produktivität / (economics) productivity Produktkategorie / (Produktklasse f ) (economics) product category Products fall into one of two general categories, depending on the buyers' intentions. Products purchased for ultimate satisfaction of personal and family needs are consumer products (—> Konsumgüter). Those bought for use in a firm's operations or to make other products are industrial products (—» Industriegüter).

Produktklassiiikation f (economics) product classification —> Produktivgüter, Konsumgüter Produktkonzept η (economics) product concept A management orientation emphasizing efficiency in producing and distributing goods.

Produktkonzeption/(economics) product conception Produkt-Kunden-Zentrum η (economics/marketing) product-customer center (PCC) Produkt-Kunden-Zentrumsmanager m (economics/marketing) product-customer center manager, PCC manager The manager for a product-customer center. PCC managers may cut across group and division lines.

Produktlebensdauer /(economics) product life Produktlebenszyklus m (PLZ) (economics) product life cycle (PLC), life cycle of a product The pattern of the sales volume of a product as competion and natural processes e.g., the introduction of a new or better product, bring the product through

The intrinsic attributes of a product.

Produktlinie / —> Produktgruppe Produktloyalität/—> Markentreue Produktmanagement η (Produktmanagersystem η, Integrationssystem η) (economics) product management, brand management, program management, project management, product planning management, product management system, brand management system The planning, direction, and control of all phases of the life cycle of products, including the creation or discovery of ideas for new products, the screening of such ideas the coordination of the work of research and physical development of products, their packaging and branding, their introduction on the market, their market development, their modification, the discovery of new uses for them their repair and servicing, and their deletion.

Produktmanager m (economics) product manager, brand manager, program manager, project manager, also merchandise manager, product planning manager An executive in a business firm responsible for the product management (-» Produktmanagement) of one product (brand) or a series of related products.

Produktmarke/ —» Gattungsmarke Produktmarkierung / —> Markierung Produktmarkt m (economics/marketing) product market A product market is the combination of a product(s) and the groups of people who have demand for the product(s).

Produkt/Markt-Expansionsmatrix / —> Ansoffsche Matrix Produkt/Markt-Konzentrationsstrategie / —> Marktabdeckungsstrategie Produkt/Markt-Raster m —> Marktsegmentierung Produktmerkmal(e) η (pi) (Produkteigenschaft(en) f (pi) (economics) product characteristic^) pi, product feature(s) (pi) Produkt-Mix η (marketing) product mix The composite of products and product lines offered for sale by a firm or a business unit.

—> Produktpolitik, Produktpalette Produktmodell η (economics) product modell, prototype Produktmodiflkation / (Produktmodifizierung/) (economics) product modification An adjustment in one or more of a product's characteristics. It is most likely to be employed in the maturity stage of the product life cycle (—» Produktlebenszyklus) to give a brand a competitive advantage.

Produktname cf. Produktvariation Produktname m Produktbezeichnung Produktneueinführung / —> Produkteinfiihrung Produktnutzen m (economics) product utility —> Nutzen Produktnutzung/(Produktgebrauch m) (economics) product usage Produktnutzungsmethode / (Produktnutzungstest m) (economics) product-user method, product-user test, product-usage segmentation Produktorganisation / (marketing) product organization, brit product organisation A type of marketing organization (—> Marketingorganisation) in which one individual is responsible for coordinating all aspects of a product's market strategy. Produktpalette f (economics) product scope, product range, product mix The full list of available products made by one business firm. Produktpalettenstrategie / (marketing) product-scope strategy The product-scope strategy deals with the perspectives of the product mix of a company, i.e., the number of product lines and items in each line that the company may offer. Produktpersönlichkeit / (Markenpersönlichkeit f ) (economics) product personality, brand personality (Pierre D. Martineau) The idea that brand products have distinct „personalities" comparable to those of individuals and are more than just aggregates of physical characteristics. Produktplanung / (economics) product planning, also merchandising The entire set of activities that enable a business firm to determine what products it will market, i.e. all planning activities designed to prepare an assortment of products to meet a market demand. Specifically, product planning comprises the steps of new product idea generation (—» Produktideenfindung), preliminary screening (-» Produktbewertung), concept testing (—» Konzepttesten), business analysis (-> Wirtschaftlichkeitsanalyse), product and strategy development (—» Rroduktentwicklung), market testing (—» Testmarketing) and commercialization. Produktplazierung / (Product Placement n, Requisitenwerbung/) product placement Produktpolitik /(Produkt-Mix n) (marketing) product policy, product mix That part of a business firm's marketing mix (-» Marketing-Mix) that comprises product design (—> Produktgestaltung), particularly product quality (—> Produktqualität), packaging (-> Verpackung), branding (—» Markenbezeichnung), product range policies and service policies. Produktportfolio η (economics) product portfolio —> Portfolioanalyse, Portfoliomanagement

168 Produktportfolioanalyse f (marketing) product portfolio analysis Product portfolio analysis is based on a philosophy that a product's market growth rate and its market share should be helpful in determining its marketing strategy. Produktpositionierung / (marketing) product positioning, positioning a product The decisions and activities that are directed toward trying to create and maintain a firm's intended product concept in customers' minds. It is the art and science of creating a distinct identity for a product or service by fitting it to one or more segments of a market in such a way that it is meaningfully set apart from competition products or services, thereby optimizing opportunity for greater sales or profits. Produktprobe/—> Warenprobe Produktprofil η (economics) product profile Produktprogramm η —> Produktionsprogramm Produktqualität f (economics) product quality The quality of a firm's offerings. Produktraum m (Merkmalsraum m für ein Produkt) (economics) product space, property space of a product, product property space The totality of all the dimensions of a product as they might be arranged on a continuum of attributes. Produkt-Segment-Strategie / (marketing) product usage segmentation strategy, product usage segmentation A technique of market segmentation (-> Marktsegmentierung) which tries to relate observed factors of usage to the ways in which users with certain characteristics react to particular marketing mixes. Produktsortiment η (retailing) product assortment —> Sortiment Produktstrategie f (economics) product strategy The specification of market needs which may be served by offering different products. It is the product strategies, duly related to market strategies, which eventually come to dominate both the overall strategy and the spirit of the company, and opportunities and threats are seen accordingly. Produkttest m (economics) product test The trial of a product by a sample of consumers, including the analysis and evaluation of their reactions. Produkttesten η (economics) product testing Produkttest-Panel η (economics) product testing panel Produkttreue / (Materialtreue f ) (Herbert Gross) (economics) product loyalty cf. Problemtreue, Wissenstreue Produkttyp m (Produktart / ) (economics) type of product, product type —> Produktkategorie

169 Produkttyp-Markt m (economics/marketing) product-type product market Products that meet a common set of needs comprise a generic-class product market. A generic-class product market (—» Gattungsproduktmarkt), such as kitchen appliances, is comprised of product-type product markets such as microwave ovens, refrigerators, and washers.

Produktiiberschneidung / (Produktüberschneidungsstrategie f ) (marketing) product overlap, product-overlap strategy A strategy under which a company decides to compete against its own brand.

Produktvariation / (Produktrelaunch m, Relaunch m) (marketing) product variation product relaunch A product policy which consists of more or less marked modifications in the physical characteristics of an established product (—> Produktmodifikation), in an effort to reposition it (—> Umpositionierung) and to revitalize a mature product.

Produktveränderung / —> Produktvariation Produktvereinheitlichung / -> Marktunifizierung Produktvergleich m product comparison, comparison of products Produktverpackung/—> Verpackung Produktversprechen η (marketing) product proposition ->USP Produktversteinerung / (Produktpetrifizierung/) (economics) product petrification The last stage in a product's life cycle (—» Produktlebenszyklus) which is the prolongation of the decline stage (—» Degenerationsphase), characterized by rapidly falling sales and profits with most competitors withdrawing from the market.

Produktverwendungstest m (market research) product usage test Produktwahrnehmung / (economics) product perception Produktziel η (economics) product objective, product purpose A corporate objective (—> Untemehmensziel) that may be defined in terms such as profitability, market share, and growth.

Produzent m (economics) producer, manufacturer An organization or an individual concerned with the process of creating economic utility (-» Nutzen) in terms of tangible goods.

Produzentenhaftung / (Herstellerhaftung f ) (economics) product liability, manufacturer's product liability, producer's product liability The liability of manufacturers for customer injury as a result of negligence.

Produzentenmarkt m (economics) producer market Individuals and business organizations that purchase

Programm products for the purpose of making a profit by using them to produce other products or by using them in their operations are classified as producer markets.

Produzentenrente / (economics) producer's surplus (Alfred Marshall) The difference between the amount of money a producer receives for a product and the minimum for which he or she would be willing to supply it.

cf. Konsumentenrente Produzentenrisiko η producer's risk

(economics/statistics)

In statistical quality control ( - * Qualitätskontrolle) the risk which a producer takes that a lot (-» Los) will be rejected by a sampling plan even though it conforms to requirements.

cf. Konsumentenrisiko Profil η (market research) profile In the most general sense, the detailed description of a subject, e.g., a person, or (a) group(s) of persons. More specifically, a statement of a target group or audience in terms of such characteristics as age, sex, race, location, etc.

Profil-Marketing η —> Corporate Identity Profit m -» Gewinn Profitzentrum η (Profit Center η, Ertragszentrum η) (economics) profit center A concept in organizational specialization under which self-contained product divisions are aggregated, each with its own production facilities and line and staff personnel; each division competes with the others and is financially accountable for profits and losses.

Profitkauf m (economics) most profitable purchase m Proformarechnung / (economics) pro forma invoice A document which states the value of a transaction to notify the proposed dispatch of a consignment of goods.

Prognose / (statistics/economics) prognosis, forecast, prediction The process or result of predicting future events on the basis of historical data, opinions, trends and known future variables. In economics, the process and result of estimating future magnitudes and trends of elements of business activity on the basis of historical data and/or predictions of coming environmental conditions.

Prognosemodell η (statistics/economics) prognosis model, forecasting model Prognosetechnik / (Prognoseverfahren η) (statistics/economics) forecasting technique, prognosis technique, forecasting procedure, prognosis procedure Programm η (marketing) program, brit programme A plan made up of those elements of the marketing mix (product, price, advertising, etc.) and supporting

Programm-Evaluierungs-Technik company functions (manufacturing, finance, R&D, etc.) required to implement the core strategy.

Programm-Evaluierungs-Technik / program evaluation review technique (PERT) A method of planning and evaluating progress of a complex effort so that its objectives will be accomplished on time. The technique is that it provides a diagram of the entire operation and offers the opportunity for examining possible trade-offs among different elements of the operation,

progressive Kundenwerbung / - » Schneeballverfahren (Hydrasystem) Prohibitivpreis m (prohibitiver Preis m) (economics) prohibitive price Projektanalyse f (economics) project analysis Projektevaluierung / (economics) project evaluation Projektleiter m (Projektmanager m) (economics) project manager, venture manager Projektmanagement η (economics) project management, venture management An effort by an entrepreneur and a investor to establish a new, profitable business by making use of the expertise of and the capital in money of each of the owners in their joint effort, as the particular contribution of each may be required.

Projektmanager m —» Projektleiter Projektorganisation / (economics) project organization, brit project organisation —> Produktmanagement Projektplan m (economics) project plan Projektplanung f (economics) project planning Projektteam η (economics) project team, venture team A group of specialists drawn from all areas of a business firm to work together under the leadership of an appointed manager to develop a new product by working outside divisional lines in an effort to find an inventive approach to an opportunity in a new market.

Pro-Kopf-Einkommen η (economics) per capita income, income per capita, income per person income per head The total income of a nation averaged over its population.

Pro-Kopf-Umsatz m (economics) per capita sales pi, per capita turnover Pro-Kopf-Verbrauch m (economics) per capita consumption PROM-Modell η (economics) profitability optimization model (PROM) A large-scale project intiated by the General Electric Company in 1960 to examine the profit impact of marketing. It is a a computer-based model that identified the major factors responsible for a great deal of the variation in return on investment (—» Kapitalertrag).

Promoter m —> Verkaufsförderer; Fachpromoter, Machtpromoter

170

Promotion / —> Verkaufsförderung, Absatzförderung Promotionsausgaben f/pl (marketing) promotional expenditure The amount that a company may spend on its total promotional effort, which consists of advertising, personal selling, and sales promotion. Promotions-Mix m —> Absatzförderungs-Mix Promotionspreis m (economics) promotional price A type of penetration price (—» Marktdurchdringung) designed to promote the price of a product as low compared to brand names while advertising the product as having an equal quality level.

Propergeschäft η —» Eigengeschäft Properhändler m —> Eigenhändler Propositionstest m (economics/marketing) proposition test —» USP (Unique Selling Proposition) pro rata (prorata) adj (economics) prorata, pro rata Proportionately divided, distributed or assessed according to some exactly calculable factor.

Prorata-Riickerstattung / (economics) prorata refund, pro rata refund Prototyp m (economics) prototype A first working model or the first constructed version of a product and all its details, including design, appearance, physical and technical characteristics and performance.

Provision/(Mittlervergütung/, Kommission f ) (economics) commission A fee paid as an agreed financial share of a business transaction accruing to a sales representative, sales agent or employee for transacting a piece of business or performing a service,

provisionieren v/t to pay a commission Provisionsvertreter m —» Handelsvertreter Prozent η percent, brit per cent Prozentabweichung / (prozentuale Abweichung/) (statistics) percentage deviation Prozentdiagramm η (statistics) percentage diagram A diagram which represents statistical data in terms of percentages.

Prozentsatz m percentage A proportion or fraction multiplied by 100.

Prozentsatz-des-Gewinns-Methode / (der Budgetierung) Gewinnanteilsmethode Prozentsatz-des-Umsatzes-Methode / (der Budgetierung) —> Umsatzanteilsmethode prozyklischer Wandel m (zyklischer Wandel m) cyclical change A type of change which is repetitive in nature.

Prüfliste / (Checkliste /, Merkliste /, Kont r o l l i s t e / ) check list checklist A comprehensive list of actions to be taken in se-

Push-Methode

171 quence in order to achieve a given effect with maximum efficiency.

Prüilistenverfahren η (Checklistenverfahren η) checklist technique, check list technique Prüfposten m (Abnahmeposten m) (economics/statistics) inspection lot A lot (—> Los) presented for inspection, which may be carried out on each member of the lot or on a sample of members only,

psychischer Kaufzwang m —> psychologischer Kaufzwang Psychobiologie / psychobiology, also ergasiology, objective psychology (Adolf Meyer) A orientation in consumer research (—> Konsumforschung) attempting to relate consumer behavior to underlying biological behavior patterns,

psychographische Marktsegmentierung / (marketing/marketing research) psychographic market segmentation The strategy of segmenting a market by psychographics (-> psychographische Daten).

cf. demographische Marktsegmentierung psychologische Marktanalyse / psychological market analysis psychologische Marktforschung / psychological market research psychologische Marktsegmentation / (market research) psychological market segmentation In the early 1970s, marketing practitioners began using psychological profiles to segment markets (—» Marktsegmentation).

cf. demographische Marktsegmentation psychologische Nische/—» Marktnische psychologische Preissetzung / (economics) psychological pricing A variant of demand-oriented pricing (—> nachfrageorientierte Preissetzung) characterized by the fact that some noneconomic or psychological factors enter into the determination of prices,

Psychophysik / psychophysics pi construed as sg 1. The branch of psychology which investigates the relationships between stimulus magnitudes, the differences between stimuli and the corresponding sensory experiences. The purpose of scaling stimuli is to determine perceived characteristics of the stimuli. 2. The science of the relations between mind and body. 3. In logical positivism, the utilization of a human as an instrument of observation of a variable, the variable being one that can be arranged along a physical continuum, governed by a set of specified conditions.

Psychotechnik / psychotechnology, chotechnics pi construed as sg

psy-

The use of psychological principles, laws and knowledge in the attempt to control or alter behavior, including the body of psychological facts, principles, methods and concepts which are used in the application of psychology to practical problems.

Public Affairs pi public affairs The communicative aspect of social marketing (—» Soziomarketing).

Pult-Methode / (Pull-Strategie f ) (marketing) pull strategy, pull method, pull distribution strategy, pull distribution method A marketing and/or distribution strategy aimed at building up consumer demand (—» Nachfragesog) for (a) product(s) or service(s), e.g. through consumer advertising (—» Publikumswerbung) or other forms of promotion with the expectation that the consumer will ask the retailer for the item, who in tum will ask the wholesaler who will order it from the maker.

cf. Push-Methode (Push-Strategie) Punktmarkt m (economics) spot market, cash market An economic condition in which commodities are directly available for immediate delivery.

psychologischer Kaufzwang m psychological coercion to buy, psychological pressure to buy psychologischer Preis m (economics) psychological price

Punktprognose / (Punktvoraussage f ) (statistics/economics) point prognosis, point prediction

A price of a product or service that is adjusted to reflect emotional buyer reactions rather than strictly rational or economic responses,

Push-Methode /(Push-Strategie /, Schubstrategie f ) (marketing) push strategy, push method, push distribution strategy, push distribution method

psychologisches Marktmodell η (marketing research) psychological market model Psychometrie / psychometrics pi construed as sg The science of measurement of psychological variables and all research methodologies related to them, in particular the area of psychological measurement concerned with individual differences.

A marketing and/or distribution strategy aimed at convincing wholesalers that it will be advantagenus for them to cany a product, then they in turn will attempt to convince the retailers who in tum will attempt to convince tile consumer of the product's merit.

cf. Pull-Methode (Pull-Strategie)

Q Qualifikation /qualification Qualität /quality Qualität / des Arbeitslebens quality of work Ufe The degree to which members of a work organization are able to satisfy important personal needs through their experiences in the organization, qualitative Marktforschung /qualitative market research qualitative Untersuchung / (qualitative Studie / ) (empirical social research) qualitative investigation, qualitative study cf. quantitative Untersuchung Qualitätsausrichtung / der Nachfrage (economics) quality-orientation of demand Qualitätsbewußtsein η (economics) quality consciousness Qualitätsbezeichnung/(economics) quality label, quality description Qualitätseffekt m (economics) quality effect —»Preis-Qualitäts-Effekt Qualitätserzeugnis η (Qualitätsprodukt η) (economics) quality product, quality produce, high-quality product Qualitätsgarantie / (economics) quality guarantee, quality guaranty, quality warranty A formal commitment by a seller, supplier, or manufacturer that his product performs as specified and that, if it should not or prove to be defective, some form of compensation or corrective action will be provided. Qualitätsimage η (economics) quality image Qualitätsindex m (economics) quality index Qualitätsindikator m (economics) quality indicator Qualitätskonkurrenz / (Qualitätswettbewerb m) (economics) quality competition, product quality competition cf. Preiskonkurrenz Qualitätskontrolle / (statistische Qualitätskontrolle/) (statistics) quality control, statistical quality control A statistical method of controlling the quality of a

product which is manufactured in large numbers. It aims at tracing and eliminating systematic variations in quality in a sample, or reducing them to an acceptable level, leaving the remaining variation to chance. Qualitätsmodiiizierung / (marketing planning) quality modification An adjustment in product quality that relates to a product's dependability and durability and is usually executed by alterations in the materials or production process employed. Qualitätsniveau η (economics) quality level Qualitätspolitik / (economics) quality policy, product quality policy Qualitätsprofil η (economics) quality profile Qualitätsschutz m (Qualitätssicherung f ) (economics) quality protection Qualitätsstandard m (Qualitätsgrundsatz m) (economics) quality standard Qualitätstest m (Produktqualitätstest m) (economics) quality test, product quality test QualitätsWahrnehmung/quality perception Qualitätswettbewerb m —> Qualitätskonkurrenz Qualitätszeichen η Qualitätsbezeichnung, Gütezeichen Quantität/ quantity quantitative Marktforschung / quantitative market research cf. qualitative Marktforschung quantitative Untersuchung / (quantitative Studie/) (empirical social research) quantitative investigation, quantitative study cf. qualitative Untersuchung Quote / (economics) quota 1. The share or proportion assigned to each in a division or to each member of a body. 2. The physical limit set on the import of a product (Importquote) 3. -> Verkaufsquote Quotient m (mathematics/statistics) quotient An expression of relative magnitude between two or more values in a series or between elements of the series and their total.

R ® abbr registered trademark The symbol for „registered trademark," meaning that the trademark is registered in the German Federal Patent Office. —> eingetragenes Warenzeichen Rabatt m (economics) discount, allowance, price discount A reduction from a quoted or list price of a product or service which may be stated, usual or expected, usually in the form of a percentage. Rabattgesetz η —» Gesetz für Preisnachlässe Rabattgutschein m (promotion) cents-off coupon, cents-off store coupon, price-off coupon A coupon (—» Gutschein) promising a reduction from a product's or service's standard retail price, used as a promotional inducement to purchasers. Rabattkartell η (economics) discount cartel, discount agreement Rabattkombination /—> Kombinationsrabatt Rabattmarke / (sales promotion) trading stamp, trade stamp, discount stamp An incentive voucher, usually in the form of a stamp issued by retailers to encourage patronage. Rabatt-Nachbelastung / (Rabattriickbelas t u n g / ) (economics) billback, allowance A merchandising allowance in which the discount is not given to the purchaser until he or she provides proof he or she has complied with the merchandising requirements. Rabattpolitik / (economics) discount policy, price discount policy, discounting Rabattrecht η (economics) discount law, discount legislation, discount regulations pi Rabattsatz m ( H ö h e / d e s Rabatts) (economics) discount rate Rabattstaffel f (economics) discount list, price discount list Rabattwettbewerb m (economics) discount competition, discounting competition, price discount competition Rack Jobber m —> Regalgroßhändler Rahmenpreis m (economics) umbrella price A higher price that is maintained in order to provide an umbrella for the small high-cost competitors. Rahmenvereinbarung / (economics) skeleton agreement Ramschkauf m (Restekauf m) (economics/ retailing) remainder buy, remainders buy Ramschkiste /—» Wühlkiste Ramschmarkt m (Restemarkt m) (economics) remainders market

Ramschpreis m (Restwarenpreis m) (economics) remainders price, remainder price Ramschware / (Restware / ) (economics) remainders pi Products, especially books, remaining unsold at the regular price after demand at that price level has expired; usually sold at a discount. Randsortiment η (economics) marginal assortment, marginal merchandise assortment cf. Kernsortiment rationale Entscheidung/ (decision-making) rational decision A decision is rational from the standpoint of the individual (subjectively rational) if it is consistent with the values, the alternatives, and the information which he weighed in reaching it. A decision is rational from the standpoint of the group (objectively rational) if it is consistent with the values governing the group, and the information that the group possesses is relevant to the decision, rationale Preissetzung / (economics) rational pricing A pricing strategy that is based on on mathematical formulas, competitive prices („follow the leader"), general price levels in the geographic area, and product category, rationales Wahlverhalten η (economics) rational-choice behavior, brit rational-choice behaviour, rational choice The paradigm that human behavior is guided by rational choices. This paradigm has long been fundamental in economics and the model of a homo oeconomicus, and it is attracting increasing interest in the other social sciences. The key behavioral assumption of the paradigm is that the individual is a rational economic being („economic man"), who attempts to maximize his or her utility subject to the income and price constraints given. It is further assumed that the individual is able to order his or her preferences, and that these preferences are transitive. Rationalisierung / (economics) rationalization brit rationalisation The concentration of forces and resources on those areas and products or services in a business firm from which a maximum return can be expected and the concomitant elimination of areas and products which yield a minimum or no return. Rationierung f (economics) rationing A scheme under which a government issues ration coupons that allow consumers to purchase a specified amount of specified goods. Räumungsverkauf m —> Ramschverkauf Reaktion/reaction, response Reaktionseinstellung / (Antworttendenz / ,

Reaktionsfunktion

174

R e s p o n s e Set tri) (empirical social research) response set (Lee J. Cronbach) A habit or temporary disposition that causes a person to respond to test items differently than he or she would if the same content were presented in different form. Reaktionsfunktion / (Responsefunktion / ) (empirical social research) response function A subjective value given to an impact (or impacts) to help determine the importance of that impact for the marketer or advertiser, these functions are described in many ways - "step", ,,s"-shaped, curvex - but there is much dispute as to the theory of the concept and the correctness of the shape of the curve in any given circumstance. Reaktionsgeneralisierung / (psychology) response generalization, brit generalisation, reaction generalization, brit generalisation R e a k t i o n s s c h e m a η —> Reaktionseinstellung R e a l e i n k o m m e n η (economics) real income The actual group of products and/or services that a person's money income will permit him or her to acquire. Reallohn m (economics)

real wage

Realtypus m ( M a x Weber) real type cf. Idealtypus Rechenschaftspflicht / (Verpflichtung / zur Rechenschaftslegung) (economics) accountability, obligation to render an account Rechtsgutachten η legal opinion, legal expert's opinion, counsel's opinion, legal counsel's opinion Reduktionsmarketing η 1. market dilution A market strategy (-» Marktstrategie) under which a company finds reducing a part of the business strategically more useful than expanding. 2. demarketing, brit de-marketing A special case of market dilution which consists of the application of marketing know-how in the process of attempting to diminish the apparent demand for a product or service to the level that the film can accommodate. Regal η (Warenregal η) (retailing) rack shelf, display rack A floor stand designed to hold merchandise on shelves, on hooks, or in pockets. R e g a l a n z i e h u n g s k r a f t / f r e t a i / m g ) shelf appeal The package design of a product that is specifically aimed at appealing to customers at the point of purchase (—» Kaufort) when they walk through the aisles looking at the merchandise racks. Regalaufklebestreifen m (Regalaufkleber m) (retailing) shelf tape, shelf strip A strip of adhesive paper printed with an advertising message, attached to the front edge of a shelf, designed to lit in the molding or price rail.

Regalauslage / (Warenauslage / i m Regal) (retailing) shelf display The display arrangement of goods on the shelf of the point of purchase. R e g a l a u s z u g m (Auszug m f ü r Sonderauslagen) (retailing) shelf extender, extender A small display tray attached to a retail store shelf, used for special displays or as a means of increasing the regular shelf display into the store aisle at that point. Regalbrett η (retailing) shelf Regalfläche / (Regalplatz m) (retailing) shelf space The amount of selling space (—> Verkaufsfläche) in a retail store that is occupied by a type of merchandise measured in terms of square meters, linear or number of facings. Regalgroßhändler m (Regalgrossist m) (wholesaling) rack jobber, service merchandiser, feeder, jobber A wholesaling business unit that markets specialized lines of merchandise to certain types of retail stores and provides the special services of selective brand and item merchandising and arrangement, maintenance, and stocking of display racks. Regalgroßhandel m (Regalgrosso η) (retailing) rack jobbing service, merchandising, feed jobbing Regalkapazität / (retailing) shelf space capacity The total amount of shelf space in a retail store that belongs to its selling space. Regalmakler m —> Regalgroßhändler Regalmeterstrecke / ( R e g a l s t r e c k e / ) (retailing) shelf footage Regalmiete f (retailing) shelf rent, display space rent Regalpackung / (retailing) 1. shelf pack, shelf package A container for retail items of a size that permits it to be placed on a shelf with ordinary clearance height. 2. (sehr platzsparend) shelf miser, space miser Regalplatz m —» Regalfläche Regal-Preismarkierung/(Regalpreisschildn) (retailing) shelf marker A tag giving the price of a retail item and placed in, or hung from a channel strip. Regalprospekt m (Regalfaltblatt ri) (retailing) shelf folder, rack folder Regalschild η (retailing) shelf card A display card set up on a shelf in a retail store. Regal w i p p e r m (retailing) shelf wobbler Regel / d e s geringsten B e d a u e r n s —> Minimax-Regret-Regel regionaler Testmarkt m (market research) regional test market, local test market Regionalmarketing η regional marketing, local marketing

175 Regionalzcntrum η (regionales Einkaufszentrum ri) (retailing) regional shopping center, regional center The largest among the various types of shopping centers (-» Einkaufszentrum). In it one or more department stores (—> Warenhaus) provide the main drawing power, supplemented by many smaller stores, they are set up to serve 100,000 to 250,000 people living in a radius of 10 to 20 kilometers, but may draw from much farther away, they are usually located outside a business district in an area of easy access by roads.

Reifephase / (Reifestadium η) (economics/ marketing) 1. (der Unternehmensentwicklung) maturity, maturity stage (of corporate development) The state of an organization that has developed expertise in the areas of technology, manufacturing or distribution, accounting and finance, and marketing.

2. (im Produktlebenszyklus) maturity stage, product maturity The stage in the product life cycle following the introduction and growth phases, in this stage, the rapid growth of sales begins to slow while profits decline; the product's sales and profit curves reach their peaks, at the beginning of this stage, sales continue to grow (at a very slow rate though).

reine Konkurrenz f (economics) pure competition One of two opposing economic conditions that lead to competition-oriented pricing (-» konkurrenzorientierte Preispolitik).

Reinerlös m (economics) net revenue, net proceeds pi The revenue (—» Erlös) after all deductions.

Reingewinn m (economics) net profit, net earnings on net sales The measure net earnings on net sales is obtained by dividing net earnings (earnings after taxes) by net sales (gross sales less any returns, allowances, and cash discounts).

Reiz-Reaktions-Theorie/(des Lernens) (psychology) stimulus-response theory (of learning), S-R theory (of learning) The theory that conceives learning to be a modification of the strength of associations, habits, or response tendencies.

S-R-Modell Reklamation /(economics) complaint Rekompatibilität/reverse compatibility relative Deprivation / (relative Entsagung f ) relative deprivation (Samuel A. StoufFer/Robert K. Merton) Deprivation or disadvantage measured not by objective standards but by comparison with the relatively superior advantages of others, such as members of a reference group (—> Bezugsgruppe) whom one desires to emulate.

Rentabilität relative Effizienz f (statistics) relative efficiency relative Einkommenshypothese / (economics) relative-income hypothesis (J.S. Duesenberry) The hypothesis that consumer utility depends not on absolute amounts of consumption but on the relation of these amounts to the consumption of others with whom the consumer feels in social competition or under pressure to conform.

cf. Dauereinkommenshypothese relative Gratifikation / (empirical social research/consumer research) relative gratification The situation in which people or groups see themselves as being privileged by comparing their own situation with that of other individuals, categories of persons or groups.

relativer Vorteil m (psychology/market research) relative advantage According to Everett M. Rogers' diffusion model, in order to be adopted at all, an innovation must be perceived as representing an improvement over existing products. Thus, relative advantage is defined as the degree to which the new product is perceived as superior to existing products.

relatives Einkommen η (consumer research) relative i n c o m e The aspect of consumer utility that depends not on absolute amounts of consumption but on the relation of these amounts to the consumption of others with whom the consumer feels in social competition or under pressure to conform.

Relaunch m (Revitalisierung / ) —> Produktvariation relevanter Produktmarkt m (relevante Vergleichsmarken f/pl) (economics) brand set, evoked set, consideration frame The particular group of brands to which a consumer will limit the consideration of choice for purchase, usually a small number of familiar, remembered, and acceptable brands, even though the total number of brands in the product category may be very large.

Relevanzbaum m (Relevanzbaumanalyse / ) relevance tree, r e l e v a n c e tree analysis An environmental scanning technique (-» Umweltbeobachtung) which is a logical network similar to a contingency tree (-» Kontingenzbaum), but drawn with a view to assign degrees of importance to various environmental trends with reference to an outcome.

Rentabilität / (economics) profitability, also profitableness The quality or state of yielding a profit (—> Gewinn). Profits in one form or another constitute a desirable goal to pursue for a product or market venture. As objectives they may either be expressed in absolute monetary terms or as a percentage of capital employed or total assets.

—> Kapitalertrag

Rentabilitätsanalyse Rentabilitätsanalyse / (economics) presentvalue index, profitability index The ratio of the cumulative present value of cash inflows divided by the cumulative present value of cash outflows. Rentabilitätskennziffer / (Rentabilitätskennz a h l / ) (statistics/economics) profitability ratio Rentabilitäts-Optimierungs-Programm η (economics) profitability optimization program PROM-Modell Report m —» Bericht Repräsentant m (economics) representative —» Handelsvertreter Reservelager η (economics) (im Sortiment) reserve stock, back-up merchandise, buffer inventory Those goods in a retailer's stock that are held in reserve at some storage point removed fronm access to customers but available to personnel for restocking purposes. Resonanz f (marketing) (von Umworbenen, Käufern) response Resonanzanalyse / (Resonanzauswertung / ) (market research) response analysis, response investigation Response-Funktion / —> Reaktionsfunktion Response-Marketing η —» Direktmarketing Response Set m —> Reaktionseinstellung Ressource f (mostly pi Ressourcen) (economics) resource, resources pi 1. Anything that a person or an organization uses in the course of his, her or its activities as a means of attaining some goal. 2. The distinctive capabilities and strengths of a firm. Ressourcenplanung / (economics) The process of laying out better programs for the development of natural resources than are formulated from the opportunistic, short-run expediting of independent resource use projects. Ressourcenpotential η (economics) Resteverkauf m remainders sale, remainders selling Restriktionspreis m (restriktiver Preis m) (economics) restrained price A type of penetration price (—> Marktdurchdringung) under which restraint is applied so as to maintain prices at a certain point during inflationary periods. Revealed-Preference-Theorie / - » Theorie der faktischen Präferenz Reverssystem η (economics) price guaranty system, guaranty against price decline —» Preisgarantie Revitalisierungs-Marketing η (Remarketing n) remarketing, revival marketing Philip Kotier) The type of marketing strategy that is required in a market configuration of faltering demand, i.e., in a

176 situation in which the demand for a product or service is less than it used to be and where further decline is expected in the absence of remedial efforts to revise the target market, offer, and/or marketing effort. Rezession / (Konjunkturabschwung m) (economics) recession A stage of the business cycle (—» Konjunkturzyklus), during which unemployment rises as total buying power declines. Rezessionsmarketing η (economics) recession marketing, anticyclical marketing reziprokes Publikum η (marketing planning) reciprocal public A public which an organization is interested in and which, in turn, is interested in the company (e.g., stockholders). Reziprozität /reciprocity, reciprocation 1. A unique problem facing purchasing executives in the industrial buying process that consists of the use of purchasing power to obtain sales and the practice of preferring one's customers in purchasing. 2. In his exchange theory, Peter M. Blau tried to explain why people reciprocate a reward, i.e., why when someone gives a reward the other person feels obligated to give a commensurate reward in return. He proposed that this is because there is a social norm of reciprocity: a feeling that it is right to reciprocate a reward. 3. The property of any unity being divided by any quantity. Richtpreis m (empfohlener Preis m) (economics) recommended retail selling price (RRSP), recommended price, price recommendation, suggested retail price Richtzahl / - » Kennzahl Risiko η risk 1. In classical decision theory risk is defined as imperfect information, leading to a situation in which one is forced to take chances that certain outcomes or events will occur. 2. A situation in which any given activity may or may not achieve its desired goal. Risikoanalyse/(economics) 1. risk analysis The attractiveness of a proposed investment is not only dependent upon its anticipated financial returns, but also upon the degree of risk involved; i.e., the possibility of loss or of lower than estimated results. It is true, of course, that as risk increases, the expected financial return should increase sufficiently to compensate for it. The assessment of risk, however, is the most difficult task in the evaluation process. 2. venture analysis The analysis of the possible risks incurred in the introduction of a new product or service into the market. Risikofunktion /(statistics) risk function The value of the risk taken for different decision functions (—> Entscheidungsfunktion) in the theory of statistical decision-making.

Ruf

177

Risikomanagement management

η

(economics)

venture

The systematic evaluation of a new product idea and if the product appears to have sufficient profit potential, the process of carrying it through to commercialization.

Risikoreduzierung / r i s k reduction The general tendency of individuals to avoid some type of possible loss.

Risikoverhalten η risk-taking, risk-taking taking behaviour

(psychology/economics) behavior, brit risk-

A marketing function characterized by the presence of the possibility of losses inherent in the nature of economic activity.

Rohmaterial η —> Rohstoff Rohstoff m (Rohmaterial n) (economics) raw material, mostly pi raw materials Basic materials that actually become part of a physical product, are provided from mines, farms, forests, oceans, and recycled solid wastes. Other than the processing required to transport and physically handle the products, raw materials have not been processed.

Routine/ 1. A pre-established action pattern that is unfolded during performances. 2. A recurrent pattern of activities or events. 3. The performance of repetitive work.

Routineentscheidung/routine decision Routinekauf m (Routine-Kaufentscheidung / ) (consumer research) routine buying decision A buying decision that is made so rapidly that it appears to be based on habit.

Routinemanagement

η (economics)

routine

management

Rückerstattung / (Rückvergütung / , Rückzahlung/) (sales promotion) money refund, refund, rebate The return of some or all of an amount of money exchanged for the purchase of goods or services, issued by the seller.

RUckgabegarantie / (Rücknahmegarantie f ) (economics) money-back guaranty, money-back guarantee, money back, refund offer The attempt of assuring customer satisfaction (-> Käuferzufriedenheit) by pledging the full return of payment if customers are not satisfied with the product or service they purchased.

Rückgangsstadium η (Rückgangsphase f ) (im Produktlebenszyklus) —> Degenerationsphase Rücklauf m (Rückläufer m) (direct marketing) return The direct response by a member of a target audience to a marketer in consequence of an advertisement, a sales offer, contest, or coupon promotion. —> R ü c k l ä u f e

Rückläufe m/pl (direct marketing) returns pi, response The number of direct responses by members of a target audience.

Rückläufer m —> Rücklauf

Rücklaufq u o t e / (Rücklaufrate f ) (direct marketing) return rate, rate of returns The proportion (percentage) of returns (—> Rückläufe) in the total number of possible returns.

Rücksendung /return mailing, return Rückstand m (Zahlungsrückstand m) (economics) arrears pi im Rückstand sein to be in arrears Rückvergütung / (economics)

rebate

Any refund of payment earned beyond that originally anticipated.

Rückwärtsintegration / (vertikale Absatzwegeintegration / (economics/marketing) vertical channel integration, vertical integration A marketing system which is organized with the objective of improving distribution by combining individual efforts. Total vertical integration would include control of all functions from production to final buyer. Vertical marketing systems (VMS) combine successive channel stages from production to consumers under one ownership.

cf. Vorwärtsintegration Rückwärtsdiversiflkation / (Rückwärtsdiversifizierung / ) (economics/marketing) vertical diversification, concentric diversification A variant of diversification under which new products that are introduced share a common thread with the firm's existing products either through marketing or production. Usually the new products are directed to a new group of customers.

Ruf m (Reputation / ) reputation, repute

s Sachgüter n/pl (economics) materiell goods -> Produkt saisonaler Marktanteil m (economics) seasonal market share Saisonartikel m (Saisongüter n/pl, Saisonware f ) (economics) seasonal article, seasonal goods pl, seasonal merchandise All types of merchandise that serve to meet customer demand at specific seasons of the year.

Saisonausverkauf m (Saisonschluß verkauf m) (retailing) seasonal closing-out sale Saisonbereinigung / (Saisonausschaltung / ) (statistics) seasonal adjustment The elimination of seasonal variation fronm the trend in a time series (—> Zeitreihe).

Saisonindex m (Saisonindexzahl /, Saisonindexziffer f ) (statistics) seasonal index, seasonal index number, seasonal index figure Saisonkomponente / (saisonale Komponente f ) (statistics) (einer Zeitreihe) seasonal component, seasonal factor In time series, the composite effect of climatic and institutional factors which captures fluctuations that are repeated more or less regularly each year.

Saisonkorridor m (statistics) high-low graph A graph used to depict ranges of variation in successive intervals of time.

Saisonpreis m (economics) seasonal price Saisonrabatt m (economics) seasonal discount A price discount (—> Preisnachlaß) offered at seasons of slump to encourage business.

Saisonschlußverkauf m (Inventurverkauf m, Schlußverkauf m) —> Saisonausverkauf Saisonschwankung / (statistics) seasonal fluctuation, seasonal variation That part of the movement in a time series (-» Zeitreihe) which is assigned to the effect of the seasons of the year.

Saisonverkauf m —» Saisonausverkauf Sammelbesteller m (economics) in-home seller, nonstore retailer, party-plan seller —» Sammelbestellsystem Sammelbestellsystem η (Sanunelbestellerverkauf m) (economics) in-home selling, in-home retailing, nonstore retailing, party-plan selling, party selling A type of distribution network through selling agents operating from their homes, taking in orders from neighbors and sending them in to the mailorder house which, in turn, sends the products to the agent who ordered them.

Sammelkatalog m collective catalog, brit catalogue

Sammelpackung / (Sammelgebinde n) multipack, multi-unit pack, multiple-unit pack, collation pack —> Mehrproduktpackung Sammelrevers m (Sammelreverssystem n) —> Reverssystem Satisflzierung / (decision-making) satisficing, satisfying The search for good rather than for best solutions. Satisficing is one of three elements constituting the model of.bounded rationality decision-making.

Satisfizierungsmodell η satisficing model Sättigung / (economics) saturation, satiation 1. The stage in the market development for a product or service in which the majority of sales are to replace the product owned with a new one of the same kind, characterized by high segmentation, competitive cost structure, trade-ins, stabilized competition, and high entry barriers. 2. The degree to which a test is loaded with a certain factor. 3. The experience that upon repetition of an act, the act gains a negative valence for a person causing him or her to tiy to leave the situation.

Sättigungsabsatz m (economics) saturation sales pl, satiation sales pl Sättigungsfunktion f (economics) growth saturation function, saturation function Sättigungsgrad m —» Sättigungsniveau Sättigungsgrenze / (Wachstumsgrenze f ) (economics) saturation limit, growth limit, saturation line —> Wachstumsfunktion Sättigungskurve f (economics) growth saturation curve, saturation curve —» Wachstumskurve Sättigungsmenge / (economics) saturation quantity Sättigungsniveau η (Wachstumsgrenze f ) (economics) saturation level, growth saturation limit, satiation level Sättigungsphase / (Phase / der Marktsättigung) (economics) (im Produktlebenszyklus) saturation stage —> Sättigung Sättigungsprozeß m (economics) saturation process Sättigungspunkt m (economics) saturation point, growth saturation point Savage-Niehans-Regel / —> Minimax-RegretRegel Say'sches Theorem η (Theorem η von Say)

179 (economics) Say's theory, Say's hypothesis (Jean Baptiste Say) The theorem that production creates not only the supply of goods but also the demand for them. SB abbr Selbstbedienung SB-Großhandel m —> Selbstbedienungsgroßhandel SB-Laden m —> Selbstbedienungsladen SB-Lebensmittelmarkt m (SB-Markt) —» Selbstbedienungsmarkt SB-Warenhaus η -> Selbstbedienungswarenhaus, Verbrauchermarkt SB-Zentrum η —» Selbstbedienungszentrum Scanner η scanner In general, any device that automatically checks a process or condition and may initiate a desired corrective action, more specifically, a photoelectrically operated device for sensing recorded data. Scanning η scanning Schachtel f (packing) 1. box 2. (flache, weiche) pack, packet 3. (Karton) carton Schachtelkarton m (Schachtelpappe / ) (packaging) boxboard, box board A grade of heavy paper suitable for folding into boxes. Schachtelpappe / (packaging) (aus Papierabfällen) chipboard A coarse grade of cardboard made from paper waste, sometimes covered with a paper of a higher grade. Schaufenster η (retailing) shopwindow, brit shop window, show window, display window, store window Schaufensteraktion / (retailing) window display action, shopwindow display action, display window action Schaufensterauslage / (Schaufensterdekoration f ) (retailing) window display Schaufensterbeleuchtung / (retailing) shopwindow illumination, shop-window illumination, window illumination, (beleuchtetes Schaufenster) illuminated window Schaufensterdekoration / (retailing) window dressing, window trimming Schaufensterrotor m (retailing) lazy Susan display, lazy Susan A point-of-purchase unit turned by hand or operated by a push-button motor on a turntable base. Schaufensterware / (retailing) window display goods pi, window display merchandise Schaufensterwettbewerb m (retailing) window dressing contest, shopwindow competition, shop window competition SchaukastenTO(Auslagenvitrine f ) (retailing) showcase, display case, exhibition case A cabinet with glass panels allowing the contents to

Schlüsselindikator be protected, to be refrigerated, etc., while remaining on display. Schaupackung / display package, dummy pack, dummy Schauständer m (Auslageregal η) (retailing) display rack Schaustück η (Ausstellungsstück η) (retailing) exhibit Scheinkäufer m (Testkäufer m) (market research) (im Ladentest) mystery shopper, test buyer, test shopper Schenkung / donation Schicht/—» soziale Schicht schichten (stratiiizieren) v/t (statistics) to stratify Schichtenkarte / (statistics) strata chart, zee chart, Ζ chart A chart upon which two or more time series (—> Zeitreihe) are plotted with the vertical scales arranged so that the curves do not cross. Schichtzugehörigkeit / (soziale Schichtzugehörigkeit / ) class, social class Schiedspruch m arbitration One strategic alternative available for resolving channel conflict (-» Kanalkonflikt) under which a neutral third party is brought into the conflict to resolve the matter. Under compulsory arbitration, the dispute must by law be submitted to a third party, the decision being final and binding on both the conflicting parties. Voluntary arbitration is a process whereby the parties in conflict submit their disputes for resolution to a third party on their own. cf. Schlichtung, Vermittlung Schlager m 1. —» Kassenschlager 2. —> Lockartikel, Lockangebot Schleuderartikel η (billige Massenware f ) (economics) catchpenny article, catchpenny product, catchpenny, borax goods pi, schlock merchandise, brit cut-price merchandise Shoddy merchandise made so poorly that price appeal may be the determining factor inducing purchase. Schleuderpreis m (economics) giveaway price, cutrate price, cutrate, brit cut-rate price Schlichtung / conciliation One strategic alternative available for resolving channel conflict (—> Kanalkonflikt) under which a neutral third party is brought into the conflict to resolve the matter. Conciliation is an informal attempt by the third party to bring the two conflicting organizations together and make them come to an agreement amicably. cf. Schiedspruch, Vermittlung Schlüsselfunktion/key function An activity within a specific niche that makes a disproportionately large contribution to the sustenance of a system or a population. Schlüsselindikator m (empirical social research) key indicator

Schlüsselmarkt Schlüsselmarkt m (economics) key market Schlüsselmarktstrategie / (marketing) key market strategy A market-dilution strategy (—> Marktverwässerung) under which a company focuses on a few markets which account for a very large share of its revenues. These key markets, as a matter of strategy, may then call for extra emphasis in terms of the selling effort, after-sales service, product availability, etc. Schlußverkauf m —> Saisonschlußverkauf Schneeballsystem η (Schneeballverfahren η, progressive Kundenwerbung/, Hydrasystem n) (marketing/promotion) (Kundenwerbung) snowball system, snowball procedure, endless chain method, chain prospecting A technique of prospecting in which a salesperson seeks the names of one or more prospects from each one approached, offering discounts or rebates to buyers for a number of new buyers. Schnellgreifbühnentest m —» Greifbühnentest SchnellschuB m rush job schnell umschlagende Konsumgüter n/pl (economics) fast moving consumer goods pi (FMCG), fast-moving, high-turnover goods pi Consumer goods of low unit value, for repeat selling, that are normally in universal demand, schöpferisch adj creative Schrumpifolie f (packaging) shrinkwrapping, shrinkwrap A way of covering or packaging something by using an impervious material which shrinks tight around the object when heat is applied. Schubstrategie / (Schubmethode f ) (sales promotion) push strategy, push policy A promotional strategy in which the producer promotes the product only to the next institution down the marketing channel. When a push policy is employed, the producer promotes to the wholesaler, since in this case the wholesaler is the channel member just below the producer. Schüttware / (Schüttgüter n/pl) (economics) bulk commodity, bulk goods pi Products which are sold and delivered in loose form, such as coal, gravel, grain. Schutzfolie /overlay, protective overlay A piece of tissue or acetate secured over a layout or piece of artwork for protective purposes. Schutzmarke/—> eingetragenes Warenzeichen Schutzrechte n/pl —> gewerblicher Rechtsschutz Schutzschicht /protective coating Schwabesches Gesetz η —» Engelsches Gesetz (Engel-Schwabesches Gesetz) Schwachstelle /(economics) weakness Weaknesses are constraints which hinder movements of a firm in certain directions. cf. Stärke Schwachstellenanalyse / (economics) analysis

180 of weaknesses, strenghts-and-weaknesses analysis The strengths and weaknesses of a business can be measured at different levels in the organization. The strengths and weaknesses of the strategic business unit (SBU) (—> strategischer Geschäftsbereich) are a composite of the strengths and weaknesses of different products. The strengths of different SBUs will culminate in corporate strengths (or weaknesses). Schwarzer Kasten m (Black Box f ) (psychology) black box -> S-R-Modell Schwarzer Markt m (economics) black market An informal economic system, involving the evasion of tax, casual employment for cash, fringe benefits and, potentially, even criminal activities. Schwellenangst f (psychology) fear of entering (a store), threshold anxiety Schwellenpreis m (economics) line price cf. Preisschwelle Schwerkraftgesetz η im Einzelhandel (economics) law of retail gravitation William F. Reilly) —> Gesetz der Agglomeration im Einzelhandel Scientific Management η (wissenschaftliche Betriebsführung/) scientific management The techniques of plant organization and employee-employer relationship introduced by Frederick W. Taylor and designed to transform the administration of the workplace so as to increase profitability. Scoringmodell η Punktbewertungsverfahren Segment η (statistics/research) segment A section in a population which may be characterized as homogeneous with respect to one or more defined variables. —> Marktsegment Segmentation / (Segmentierung f ) 1. (statistics) segmentation The process of dividing up. In marketing terms it refers to dividing the market into distinct segments which can be described as submarkets. The term segmentation is also used in the context of products, as opposed to people, where it is sometimes useful to group brands into those with common characteristics. 2. —> Marktsegmentierung Segmentationsanalyse / (Segmentanalyse f ) (social research/market research) segmentation analysis, segment analysis, tree analysis The procedures designed to define market segments of the population that are relatively homogeneous with respect to the goals of the marketer. Segmentationsbaum m (empirical social research) segmentation tree Segmentationsmethode / (Segmentbildungsmethode f ) (empirical social research) segmentation method, segmentation technique

181 segmentiertes Marketing η (economics) segmented marketing, market segmentation The practice and strategy of dividing a market into subgroups with similar motivations and catering to the specific needs and wants of these market segments. cf. selektives Marketing Segmentierung/—> Segmentation Segmentierungskriterium η (empirical social research) segmentation criterion Segmentierungsmodell η (empirical social research) segmentation model Segmentierungsvariable f(empirical social research) segmentation variable A variable used as a basis for segmentation in marketing or in research. Sekundärbedarf m (economics) secondary demand A need that prevails after all basic human needs have been reasonably met. cf. Primärbedarf Sekundärbedürfnis η (psychology) secondary need, acquired need cf. Primärbedürfnis Sekundärnachfrage/—> Sekundärbedarf sekundärer Sektor m (economics) secondary sector The industries which convert raw materials into manufactured goods. Selbstaktualisierung / —* Selbstverwirklichung Selbstauswahl / - » Teilselbstbedienung Selbstbedienung/(SB) (retailing) self-service The method used in retailing whereby the customer selects his or her own merchandise, removes it from the shelves or bulk containers, carries it to a checkout stand to complete the transaction, and transports it to the point of use. Selbstbedienungsgeschäft η (Selbstbedienungsladen m) (retailing) self-service store, self-service shop Selbstbedienungsgroßhandel m (economics) 1. (Funktion) cash-and-carry wholesaling 2. (Institution) cash-and-carry wholesale trade, cash-and-carry trade A type of wholesaling (—> Großhandel) whereby customers call to pick up the merchandise, cash is required with the purchase, salespersons are not widely used to call on prospects. Selbstbedienungsladen m —» Selbstbedienungsgeschäft Selbstbedienungswarenhaus η (SB-Warenhaus η) (retailing) self-service department store —> Verbrauchermarkt Selbstbeschränkung / (Selbstbeschränkungsvorschrift/) self-policing regulation Selbstbeschränkungsabkommen η self-policing agreement, self-policing regulations pi

Selling Center Selbstbild η (Selbstimage η) -> Eigenimage Selbstimage η —> Eigenimage Selbstkonzept η —» Eigenimage Selbstkosten pl (Gestehungskosten pi) (economics) prime cost(s) (pl), first cost(s) (pl) 1. The direct or immediate cost of a commodity, specifically the cost or expenses of producing or obtaining a commodity exclusive of general expenses of management involved and of profit on capital. 2. The combined total of raw material or direct labor costs incurred in production. Selbstkostenpreis m (economics) cost price zum Selbstkostenpreis verkaufen: to sell at cost A price which covers the seller's cost but does not make a profit. Selbstselektion / (retailing) self selection —» Teilselbstbedienung Selbstverwirklichung / (psychology) 1. selfactualization, self-realization, brit self-realisation (Carl G. Jung) (Kurt Goldstein) (Abraham H. Maslow) According to K. Goldstein, the individual striving toward completeness and fulfillment of one's potentialities. 2. —> Selbstverwirklichungsbedürfnis Selbstverwirklichungsbedürfnis η (psychology) self-actualization need (Abraham H. Maslow) The highest of the five levels in Maslow's hierarchy of needs (—» Bedürfnishierarchie). After egoistic needs have been accommodated, most people do not reach this level of self-fulfillment, to become whatever they are capable of becoming. Selbstwahl f-> Teilselbstbedienung Selektion / selection selektive Absatzpolitik/-* selektiver Vertrieb selektive Distribution/—> selektiver Vertrieb selektive Sensitivierung / selective sensitization selektiver Verkauf m (economics) selective selling The policy of selling to a limited number of customers in a market, selektiver Vertrieb m (selektive Absatzpolitik / , selektive Distribution/) (economics) selective distribution, limited distribution A distribution policy (—> Vertriebspolitik) that uses only retailers who spend no less than a predetermined amount of money or who meet certain standards in their operations or consists in the wholesale distribution only of items that have a markup of no less than a predetermined rate and yet are competitively priced. Selektivität /selectivity Selektiwertrieb m —> selektiver Vertrieb Self-Liquidator m (Self-liquidating Offer n) - » SLO-Angebot Selling Center η —> Verkaufsgremium

Sendung S e n d u n g / 1 . (Postaussendung) mailing 2. (Warenaussendung) consignment, shipment S e n s i t i v i t ä t / ( E m p f i n d l i c h k e i t f ) (psychology) sensitivity Sensitivitätsanalyse / 1 . (psychology) sensitivity analysis 2. (economics) sensitivity analysis A method of investigating the extent of change brought about in a system by particular factors. Experimenting under various scenarios reveals whether the system behaves differently when certain variables are changed and which factors tum out not to be sensitive to quantitative differences. In decisionmaking theory sensitivity analysis is a method of scrutinizing decision rules that essentially reworks the decision analysis for some extreme probability values. sequentielles Marketing rt sequential marketing The planning of the steps of a marketing campaign one at a time and in an orderly fashion on the basis of prior analysis. Sequenz / sequence Service m —> Kundendienst Servicebereich m —> Dienstleistungssektor Servicegrad m —> Lieferbereitschaft Serviceleistung/—> Kundendienst Service Merchandiser m —> Regalgroßhändler Service m nach dem Kauf —> Kundendienst Sheth-Modell η (des industriellen Einkaufsverhaltens) Sheth model (of industrial buying) A model of the industrial buying process which suggests both similarities and differences between industrial and consumer buying. The differences stem largely from the fact that industrial buyers are professional employees of a formal organization, while consumers are not. Shop-in-the-Shop-System η (retailing) shopin-the-shop system Shopping Center η —* Einkaufszentrum Shopping Goods pi (Güter n/pl des gehobenen Bedarfs) (economics) shopping goods pi Those consumer's goods which the customer in the process of selection and purchase characteristically compares on such bases as suitability, quality, price and style. Sicherheitsbedürfnis rt (psychology) safety need, also security need (Abraham H. Maslow) In the hierarchy of needs (—> Bedürfnishierarchie) needs for protection, physical safety, order, routine, familiarity, and certainty become the motivational force in human behavior after the physiological needs have been satisfied. Sicherheitsbestand m (economics) safety stock(s) (pi) An amount of a product carried in inventory in excess of normal requirements to reduce out-of-stock conditions caused by sales fluctuations, or by fail-

182 ures by suppliers to deliver as promised for whatever reason. Sicherheitsmotiv η —» Sicherheitsbedürfnis Sichtpackung / (packaging) transparent box, transparent package, transparent pack Siegelmarke/paper seal Simulation /simulation Any procedure designed to model essential features of real life. Simulationsmodell η (empirical social research) simulation model Simulationstechnik / (Simulationsverfahren η) (empirical social research) simulation technique S-I-R-Modell η - » S-O-R-Modell Situationsanalyse / situational analysis (Lovell J. Carr) In general, a way of viewing and analyzing problems as situation processes, and not in terms of single causes or of individual traits. In economics the joint reference to analyses of a business firm's external environment and its internal situation. Situationsbewertung / (Situationseinschätzung / (marketing planning) situation assessment The general assessment of past history and future trends regarding the business unit for which a marketing plan is being developed. Situationsverhalten η situational behavior (brit behaviour) Any behavior that is characteristic of the immediate personal circumstances of the situation in which it occurs. situatives Marketing η situative marketing Skimming-Politik/—> Abschöpfungsstrategie Skimming-Preis m —> Abschöpfungspreis sklavische Nachahmung / ( e c o n o m i c s ) slavish imitation, servile imitation Skonto mJn (pi Skontos, Skonti; Barzahlungsrabatt m) (economics) cash discount, also prompt payment discount The amount allowed to be deducted from a bill if it is paid promptly within a specified period of time. SLO-Angebot η (SLO-Zugabe f ) (economics) self-liquidating premium, self-liquidator, selfliquidating offer (SLO), purchase-privilege premium A premium (—» Zugabe) having a cost fully covered by the purchase price for which it is offered. Snob-Effekt m (economics) snob effect The extent to which demand for consumer goods is diminished because many others are using the same goods. Soll-Kapitalrendite / (economics) target return on investment, target ROI When considering the introduction of a new product, an estimate has to be made as to whether the product can be priced high enough to achieve a specified or

183

Sortimentsdimension

target return on investment. The first step in targetreturn pricing is to estimate the amount of capital required for the manufacture of the product in question and then to specify a required rate of return. The money return figure is calculated and then added to the fixed cost figure in the numerator of the break-even formula. SoU-Profit-Planung / (marketing planning) tar-

get profit planning An approach to developing marketing plans in which the product manager is responsible for proposing a plan that promises to deliver a stated target level of profits. Soll-Profit-Preissetzung / (marketing plan-

Sonderpackung / special package, special pack, bonus package, bonus pack Any specially packaged product designed to provide purchasers with extra content, at the usual price.

Sonderpreis m (economics) special price, pre-

mium price Any price other than the regular, standard, list, or retail price.

Sonderrabatt m (economics) special discount,

extra discount Sonderveranstaltung / (retailing) special event Any sales event programmed for special promotion purposes.

Sonderverkauf m —> Sonderangebotsverkauf

ning) target-profit pricing A pricing strategy under which a company sets the price for one of its products or services to achieve a satisfactory rate of return.

Sommerloch η (Sommerflaute f ) (economics)

summer doldrums pi

Sonderverkaufsprämie / (retailing/sales

pro-

motion) (für Einzelhändler) push money (P.M., PM), premium money, spiff money, spiff A cash reward offered by a manufacturer or owner to a retailer for selling that manufacturer's products.

Sommerschluß verkauf m (retailing) summer

Sonderzuschlag m (economics)

closing-out sale, summer sales(s) pi —> Schlußverkauf

charge SOR-ModeU η (S-O-R-ModeU n, S-I-RModell n, Stimulus-Organismus-Reaktions-

Sonderanfertigung / (economics)

customized

product, custom-made product, custom product A result of creative selling in which at least part of a product or service is designed especially for a particular prospect.

Modell η) (psychology)

special sur-

SOR model, S.O.R.

Sonderangebot η (economics) bargain, bargain

model, S-O-R model, stimulus-organism-response model cf. S-R-Modell

offer, bargain sale, special offer

Sorte / (Warensorte f ) (economics)

An offer providing unusual value, normally a reduction in price.

Sonderangebotsfläche f (retailing) (im Laden)

bargain basement Sonderangebotskaufen η (retailing)

bargain

buying, bargain sales buying, colloq cherrypicking The practice of consumers to buy only or preponderantly bargain products or services.

Sonderangebotspackung f

(retailing)

price

pack, price-off pack A special retail package announcing a temporary reduction from the standard retail price, used as a promotional inducement to purchasers.

Sonderangebotspolitik / (Sonderangebotsstrategie / ) (retailing) bargain sales policy, bargain sales strategy Sonderangebotstisch m (retailing) bargain counter, bargain sales counter Sonderangebotsverkauf m (retailing) bargain sale(s) (pi), bargain selling Sonderauslage /(retailing) special display Any retail merchandising display other than that ordinarily mounted for a product on a shelf.

product

item, item, product sort, merchandise sort The individual product or service, i.e., one size and form of a product or service sold in an assorted variety. It is the smallest unit of merchandise assortment.

Sortiment η (Warensortiment η) (economics/

retailing) merchandise assortment, assortment A combination of similar or complementary products put together to provide benefits to a specific market.

Sortimentsanalyse / (retailing)

merchandise

assortment analysis, assortment analysis Sortimentsauslage / (retailing) assortment dis-

play Sortimentsbereinigung / (retailing) merchan-

dise assortment adjustment, assortment adjustment, merchandise assortment cleaning, assortment cleaning Sortimentsbreite / (Breite / des Sortiments) (economics/retailing)

width of merchandise as-

sortment, merchandise assortment width, width of assortment, assortment width The overall number of different kinds of products or product lines carried in the assortment.

Sonderausverkauf m —» Ausverkauf

cf. Sortimentstiefe

Sonderbestellung f (economics)

Sortimentsdimension(en) f (pi) (economics/ retailing) dimension(s) (pi) of merchandise as-

special order

Sonderdisplay η —» Sonderauslage Sondernachlaß m —» Sonderrabatt

sortment

Sortimentsfunktion Sortimentsfunktion f (retailing) sorting function Sorting activities allow channel members to divide roles and separate tasks, including the roles of sorting out, accumulating, allocating, and assorting products. Sortimentsgroßhandel m general merchandise wholesaling, general merchandise wholesale trade Sortimentsgroßhändler m (wholesaling) general merchandise wholesaler, general-line wholesaler A merchant wholesaler who carries goods in a number of unrelated lines. Merchant wholesalers take title and assume risk and generally are involved in buying and reselling products to industrial or retail customers. Sortimentsgroßhandlung / (wholesaling) general merchandise wholesaler Sortimentskontrolle / (economics/retailing) merchandise assortment control, assortment control Sortimentsoptimierung / (economics/retailing) merchandise assortment optimization, brit optimisation Sortimentsplanung / (retailing) merchandise assortment planning process (MAPP), merchandise assortment planning, assortment planning The process of using consumer demand information to develop an effective merchandise assortment. Sortimentspolitik f (economics/retailing) merchandise assortment policy Sortimentsrabatt m (economics/retailing) full product range discount Sortimentstiefe / (Tiefe / des Sortiments) (economics/retailing) depth of merchandise assortment, merchandise assortment depth, depth of assortment, assortment depth The degree of comprehensiveness and variation within a particular product line. cf. Sortimentsbreite Sortimentsverbund m (retailing) merchandise tie-in Sortimentsverbundenheit / (economics/retailing) complementarity of merchandise assortment Sortiments Versandhandel m (retailing) general merchandise mail-order trade sozial auffälliges Produkt η (soziale Produktauffälligkeit f ) (economics) socially conspicuous product, conspicuous product A product or service consumed primarily to raise one's prestige rather than to satisfy material needs, soziale Schichtung/social stratification The existence of structured inequalities between different social groups of a society, in terms of their access to material or nonmaterial rewards.

184 Sozialstatistik / s o c i a l statistics The quantitative data relating to human society and social relations, collected, analyzed, and organized in statistical form. Sozialstatus m (sozialer Status m) social status, social position The position of an individual in a social group or in society. Commonly formal education, occupation, income, and, to a lesser extent, place of residence are the primary achievement-based status dimensions used to determine social standing. Race, age, gender, and parents' status are ascribed (nonachievement) status dimensions. Sozialtechnologie/social technology The applied social sciences, arts, and skills underlying social work as a profession and social planning and social engineering as social controls. Social technology thus refers to knowledge about the technical aspects of social organization. Soziomarketing η (Sozialmarketing η) social marketing, nonbusiness marketing All marketing activities conducted by individuals and organizations to achieve some goal other than normal business goals, sozioökonomischer Status m (sozio-ökonomisehe Stellung/) (empirical social research) socioeconomic status (SES), socioeconomic position In a system of social stratification, a combination of various social and economic indexes of rank that are used in research studies. The term is often used to deal with stratification in a society without the need for the assumption that there are distinct social classes. Social characteristics (family background, education, values, prestige of occupation, etc.) and economic status (income) are combined into one SES rating. sozioökonomische Schicht / (sozio-ökonomische Schichtzugehörigkeit f ) (empirical social research) socioeconomic class, socioeconomic level Sparneigung /(economics) propensity to save The percentage of disposable income that consumers may be expected to save. cf. Konsumneigung Sparte / (economics) (Bereich) field, area, section, branch Spartenorganisation / —» produktorientierte Marketingorganisation späte Mehrheit f (psychology/market research) late majority According to Everett M. Rogers' diffusion model, those persons who adopt a product after the early majority (—» frühe Mehrheit) and view innovations from a cautious, skeptical perspective. Specialty Goods pi (Spezialbedarfsgiiter n/pl, Spezialbedarf m) (economics) specialty goods pi Those consumer goods with unique characteristics

185

stabilisieren

and/or brand identification for which a significant group of buyers are habitually willing to make a special purchasing effort. Spediteur m c o m m o n carrier A carrier who provides transportation services to any firm in its operating authority without discrimination. It receives a certificate of public convenience and necessity from the state or federal government. This certificate requires the carrier to publish its freight rates, which must be identical for similar types of merchandise. Speisekanunertest m (market research) pantry check, pantry inventory, pantry poll, pantry audit A consumer research survey of items actually found in respondent's homes. Spektralanalyse / (Fourieranalyse / ) (statistics) spectral analysis The analysis of time series (-» Zeitreihe) by spectral methods measures the strength of various frequency components or periodic terms in the data and when used to look at the relationship between two or more series it tries to establish how that relationship changes between different frequency components. S p e k t r u m η spectrum S p e n d e n m a r k e t i n g η charity marketing S p e s e n pi (economics) expenses pi, travel and entertainment, Τ and Ε, Τ & Ε Both a type of business expense consisting of employees' expenditure for travel, meals, lodging, and client entertainment for business purposes and the budget an employer has established to pay for such expenses. Spezialbedarf m (Spezialbedarfsgiiter —» Specialty G o o d s

n/pl)

Spezialgeschäft η (retailing) specialty store, specialty shop A retail store that makes its appeal on the basis of a restricted class of shopping goods. Spezialgroßhandel m 1. (Funktion) specialty wholesaling 2. (Institution) specialty wholesale trade, specialty wholesaling Spezialgroßhändler m ( S p e z i a l g r o ß h a n d l u n g / ) (wholesaling) specialty wholesaler, specialty-line wholesaler A wholesaler who carries a very limited variety of products, generally one product line or a few items within a product line. —> Fachgroßhändler Spezialgttter n/pl —> specialty goods Spezialhandel m (economics) specialty selling The sale at the home or place of business of merchandise or services not available in stores, spezialisiertes Kapital η specialized capital That capital which can be used in only one kind of productive process or a few closely related lines of production.

S p e z i a l i s i e r u n g / s p e c i a l i z a t i o n , brit specialisation Spezialist m (organizational sociology) specialist 1. In the most general sense, an individual or group characterized by intensive interest in, and fitness for, a particular activity or function. 2. A type of organization which adapts more exactly to a particular environment and is vulnerable to changing resource flows. cf. generalist Spezialpreis m Sonderpreis Spezialstelle / - > Sonderstelle S p e z i a l z e n t r u m η (retailing) special center, brit special centre S p i e g e l b i l d i m a g e η ( S p i e g e l i m a g e η) —> Eigenimage S p i e l t h e o r i e / ( T h e o r i e / d e r Spiele) theory of games, g a m e theory, g a m e s theory, theory of interdependent decisions (John v o n N e u m a n n ) A mathematical theory which deals with optimal behavior in situations involving conflict of interest. Its name is derived from the fact that a mathematical theory requires a precise statement of the possible courses of action available to all players involved, and of the outcome from any combination of actions. The theory is based on utility theory, which asserts that one can analyze all games as if they were played for money and each player for each team were trying to maximize the average value of his net monetary gain from the game. S p i t z e n u n t e r n e h m e n η (economics) blue-chip organization, blue-chip c o m p a n y , blue chip s p o n t a n adj spontaneous, top-of-the-mind, top-of-mind Spontanhandlungsverfahren η (Spontanverf a h r e n η) (market research) spontaneous action technique, impulse action t e c h n i q u e S p o n t a n k a u f m —> I m p u l s k a u f S - R - M o d e l l η ( S t i m u l u s - R e a k t i o n s - M o d e l l η, B l a c k - B o x - M o d e l l η) (psychology) S-R model, stimulus-response model, b l a c k - b o x m o d e l S - R - P s y c h o l o g i e / ( S - R - T h e o r i e / ) stimulusresponse theory of learning, S - R theory of learning The psychological theory that conceives learning to be a modification of the strength of associations, habits or response tendencies. S t a b m (economics) (im G e g e n s a t z zur Linie) staff The group of specialists and technicians who perform advisory and research services for the line officials (—» Linie) or the production segment of a formal organization, such as a large industrial corporation. stabilisieren (stabil halten, stützen) v/t (economics) (Preise) to p e g (prices) To hold prices artificially at a given level below

Stabilität which they are not permitted to fall regardless of market forces.

Stabilität/—» Preisstabilität Stab-Linien-Organisation / (Stab-Linien-System η) (economics) line-and-staff organization, brit line-and-staff-organisation An organization based on both line and staff functions.

cf. Linienorganisation, Stabsorganisation Stabsabteilung / (economics) staff department Stabsorganisation/(Stabssystem n) (economics) staff organization, brit organisation cf. Linienorganisation Staffelpreis m (Staffeltarif m) (economics) graduated price, graded price Staffelrabatt m (economics) graded discount, graduated discount Stagflation / (economics) (aus Stagnation + Inflation) stagflation An economic condition characterized by both stagnation and inflation.

Stagnation f(economics) stagnation A stage of the business cycle (-» Konjunkturzyklus) in which there is extremely high unemployment, wages are very low, total disposable income is at a minimum, and consumers lack confidence in the economy.

Stammkunde m (economics/retailing) patronizer, regular customer, steady customer Stammkundschaft / (Stammkunden m/pl) (economics/retailing) 1. patronizers pi, regular customers pi, steady customers pi 2. (Vorhandensein von Stammkundschaft) patronage, consumer patronage The habitual use by customers of particular sources of supply.

Stand m -> Messestand Standard m standard —» Standardisierung Standardgröße/standard size —» Standardisierung Standardisierung / (Normierung / ) (economics) standardization, brit standardisation The determination of basic limits or grade ranges in the form of uniform specifications to which particular manufactured goods may conform and uniform classes into which the products of agriculture and the extractive industries may or must be sorted or assigned.

Standardpreis m —> Einheitspreis, Stückpreis Standardprodukt η (Einheitsprodukt η) (economics) stadard product A product that is usually offered in different grades and styles with varying prices to offer customers broader choices.

Standardsortiment η —> Grundsortiment Standausstattung / (Ausstattung / von Messe-

186

oder Ausstellungsständen) exhibition stand design, stand design Standbau m für Messen exhibition stand construction Ständer m (retailing) 1. stand 2. (Gestell) rack 3. (Säule) pillar, post 4. (Stütze) support Standort m (economics) 1. site location, site, placement position, location, position The geographical place where a business firm, e.g. a manufacturer or a retailer, is located.

2. (retailing) (Einzelhandelsgeschäft) store location The location of a retail outlet plays an important role in consumer store choice. If all other things are approximately equal in a store selection decision, the consumer generally will select the closest store.

Standortagglomeration / —> Einzelhandelsagglomeration (Agglomeration des Einzelhandels) Standortanalyse f (economics) 1. location analysis, site location analysis 2. (Einzelhandelsgeschäft) store site analysis, retail store site analysis Standortbewertung / (economics) 1. location evaluation, site location evaluation, site evaluation 2. (retailing) (Einzelhandelsgeschäft) store site evaluation, retail store site evaluation, retail site evaluation Standortentscheidung / (economics) 1. location decision, site location decision, site selection decision A decision about the ideal location of a business firm.

2. (retailing) (Einzelhandelsgechäft) store location decision, store site selection decision Standortentscheidungsmodell η (economics) 1. location decision model, site location decision model site selection decision model 2. (Einzelhandelsgeschäft) store site selection model, store location decision model, store site decision selection model Standortfaktor m (economics) location factor, site location factor, site factor Standortforschung / (economics) 1. location research, site location research, site research The systematic investigation designed to seek out best locations for business enterprises.

2. (Einzelhandel) store location research, store site location research, retail store location research, retail site location research Standortgemeinschaft / (Standortkooperation/) —» Agglomeration (des Einzelhandels) Standortmerkmal η (economics) location char-

187

acteristic, site location characteristic, site characteristic Standortmodell η —> Standortentscheidungsmodell Standortplanung / (economics) location planning, site location planning, site planning Standortpolitik / (economics) location choice policy, site choice policy, site location policy, site selection policy Standortstrategie/—> Standortpolitik Standortvergleich m (economics) site comparison, comparison of site, location site comparison, location comparison Standortwahl f (economics) site selection, location choice The decision by a business firm about where specifically its outlet(s) should be situated.

Standortzentrum η —> Großhandelszentrum Stapelartikel m(pl) (Stapelgüter n/pl) (economics) staple goods pi, staple items pi, staple products pi, staple The types of merchandise, such as grocery items, which customers expect to find in that particular store and which is in generally continuous demand.

Stapelauslage f (retailing) scrambled merchandise display Stapelfenster η (Massenfenster ή) (retailing) jumble display window, classification dominance display window, wide-assortment display window, huge-assortment display window A type of retail store window display where merchandise is displayed in a more or less casual or apparently casual manner.

Stapeltisch m Wühltisch Stärke f (economics) strength The competitive advantages and other distinctive competencies which a company can exert in the marketplace.

cf. Schwachstelle Starprodukt η (economics) star, star product, cash cow, bell cow A product that experiences a high growth rate and high relative market share. Stars are highly successful, profitable and the leaders ill their market. They need a continual shot of cash to maintain their growth.

stationärer Handel m (economics) stationary trade cf. ambulanter Handel stationäres Gleichgewicht η Statistik /statistics pi construed as sg) 1. The body of methods for collecting, tabulating, presenting, and analyzing quantitative data. 2. A set of values that expresses the end result of mathematical operation which represents a population or sample.

statistisch adj statistical

Statussymbol statistische Analyse / (statistische Auswertung/) statistical analysis statistische Darstellung / (statistische Deskription f ) statistical description statistische Daten n/pl statistical data pi statistische Datengewinnung / statistical data collection statistische Entscheidungstheorie / statistical theory of decision-making, statistical decisionmaking theory, statistical decision theory statistische Funktion /statistical function statistische Marktdaten n/pl statistical market data pi, statistical market data pi statistische Methode / (statistisches Verfahren ή) statistical method, statistical technique statistische Mortalität / statistical mortality, mortality, sample mortality statistische Nachfrageanalyse / (economics) statistical analysis of demand, statistical demand analysis statistische Norm /statistical norm statistische Qualitätskontrolle / statistical quality control, quality control —» Qualitätskontrolle statistische Tabelle /statistical table A systematic arrangement of numerical data into a series of rows and columns in order to facilitate the comprehension and comparison of the data,

statistische Theorie /(Theorie / d e r Statistik) statistical theory

statistische Wahrscheinlichkeit / statistical probability statistisches Modell η statistical model A set of assumptions underlying a statistical test.

Status m (sozialer Status m, Sozialstatus m) status 1. A defined position in the social structure of a group or society that is distinguished from and at the same time related to other positions through its designated rights and obligations. 2. A rank in a hierarchy. 3. A person's total standing in society, that is, the combination of his or her known statuses.

Statusangst/(Angst / v o r Status Wechsel, Statusunsicherheit f ) status anxiety, status concern Fear of losing a given status, i.e., the value placed on symbols of status and on the attainment of higher status.

Statussucher m status seeker (Vance Packard) The average individual in modern society who is possessed by the desire to achieve or acquire a high position in the status hierarchy.

Statussymbol η status symbol Any visible mark, object, such as a product, word, or activity that is intended to convey to others an individual's or group's social status or status aspirations.

Stil Stil m style A characteristic or distinctive mode or method of expression presentation, or conception in the field of some art. stilistische Modifikationen f/pl (marketing planning) style modifications pi A type of product modification that is directed at changing the sensory appeal of a product by altering its taste, texture, sound, smell, or visual characteristics. stilistische Obsoleszenz / (stilistische Vereiter u n g / ) style obsolescence A type of planned obsolescence in which superficial characteristics of a product are altered, while it basically remains the same, to make people feel out of date if they continue to use old models. S t i m m u n g / m o o d , (von Personengruppen) sentiment A temporary and often recurrent emotion (happiness, anger, sadness, etc.) that is relatively mild but persists beyond the situation that created or aroused it. —» Konsumentenstimmung Stimulus m —> Reiz Stimulus-Organismus-Reaktions-Modell η - > SOR-Modell Stimulus-Reaktions-Modell η —» (Reiz-Reaktions-Modell (S-R-Modell) Stochastik / (statistics) stochastics pi construed as sg The mathematical theory and study of variations in which at least one of the elements is a variate and of processes in which the system incorporates an element of randomness as opposed to a deterministic system. stochastisch adj (statistics) stochastic Being characterized by the presence of a random variable. stochastischer Fall m —» Entscheidung unter Risiko stochastischer Prozeß m (Zufallsprozeß tri) (statistics) stochastic process stochastisches Modell η (statistics/research) stochastic model A model which incorporates a number of probabilistic or random components. cf. deterministisches Modell Store Erosion /—> Ladenverschleiß m Store-Test m —> Ladenbeobachtung, Ladentest stornieren v/t (economics) to cancel Stornierung / ( S t o r n o ri) (economics) cancellation, cancelation Stornierungsfrist / (economics) cancellation date, cancelation date Straßenhandel m (economics) street selling, street sales pi, street vending Straßenverkäufer m (economics) street vendor

188 Strategie / strategy The key decisions required to reach an objective or set of objectives, i.e. the development of potential for results and the development of a reaction capability to adapt to environmental changes. —> Marketingstrategie strategische Arbeitsgruppe / (strategische Gruppe f ) (industrial psychology) strategic group (Leonard R. Sayles) A work group that is capable of effective, sustained united pressure against management, strategische Entscheidung / (economics) strategic decision A class of business decisions which deal with the determination of strategy: the selection of the proper markets and the products which best suit the needs of those markets, strategische Marketingplanung / —> strategisches Marketing strategische Planung/strategic planning The responsibility of the chief executive. Underlying factors in strategic planning are: the corporate publics to whom the business is responsible, such as stockholders, creditors, government, community, customers, and employees; management culture, e.g., risk proneness, growth orientation, and the like; and resource potential, strategische Situation / (marketing) strategic situation A situation which delineates the strategic position of a firm at a particular point in time, strategischer Faktor m (Strategiefaktor m) (marketing) strategic factor An action, element, or condition which may be of critical importance for a business' success or failure. Strategischer Geschäftsbereich m (SGB) (marketing) strategic business unit (SBU) A unit whose manager has complete responsibility for integrating all functions involved in a strategy against an identifiable external competitor, strategischer Marketingplan m strategic marketing plan A marketing plan (-» Marketingplan) that takes into account not only marketing but all other functional areas of a business unit that must be coordinated, such as production, finance, and personnel, as well as the environment systems, strategischer Planer m strategic planner A staff person who assists line executives in their planning efforts. strategisches Marketing η (strategische Marketingplanung f ) strategic marketing, strategic marketing planning The process of establishing long-range corporate and marketing decisions anticipating future changes in a largely uncontrollable social and political environment. Stratifikation / (Stratifizierung f ) - » Schichtung

189 stratifizieren —> schichten Strebung/—> Sekundärbedürfnis Streckengeschäft η (Streckenhandel m, Strekkengroßhandel m) (economics) stockless retailing, nonstore retailing, nonstore wholesaling There are basically three three major types of nonstore retailing, i.e. vending machines, door-to-door sales, and catalogue sales. cf. Lagergeschäft Streckengroßhändler m (Drop Shipper m) (wholesaling) drop shipper A merchant wholesaler who takes title to products and negotiate sales. The distinguishing characteristic of drop shippers is that they do not physically handle products. They are most commonly used to purchase large quantities of items that do not need to be regrouped. Streckenhandelsbetrieb m (Streckenhändler m) (economics) nonstore wholesaler, stockless dealer Struktur / structure 1. The distinctive pattern of relationship between units of an organized whole. 2. The set of relations existing between elements of a system. 3. The set of interrelated elements. 4. A set of interdependent variables. 5. The opposite of contingency. 6. The stable elements of a system as opposed to its variable elements. Strukturanalyse / structural analysis, structure analysis, analysis of structure Strukturdaten n/pl structural data, structure data Strukturmerkmal η structural characteristic Strukturmodell η structural model Strukturpolitik /structural policy Strukturwandel m (struktureller Wandel m) structural change Stückkosten pi (economics) unit cost(s) (pi) Stückpreis m (economics) unit price StUckproduktion f(economics) A form of organization which makes just one or a small number of relatively unique products at a time. cf. Massenproduktion Stückspanne / ( A r t i k e l s p a n n e / ) (economics) unit margin, margin per unit, profit margin per unit Studie / (Untersuchung f ) (empirical social research) study, investigation Stufenrabatt m —> Staffelrabatt, Funktionsrabatt Stufenwertzahlverfahren η (der Standortpolitik) (economics) zone score technique, zone scoring technique stummer Verkäufer m (sales promotion) dummy salesman, silent salesman, counter dis-

Suggestiwerkauf play container, counter display, counter dispenser, dispenser Any point-of-purchase material embodying display and especially attention-getting contents used as a merchandising technique. Stützpreis m (economics) pegged price A selling price which is held at a stable level, with the seller absorbing increased costs and possibly subsidized by government action. Styling η styling Stylist(in) m(f) stylist An artist who arranges materials such as food, hair, or apparel into attractive or suitable visual compositions. Subjektivität /subjectivity The quality that reflects the private and unique experience of an individual, i.e., awareness of subjects. Subkontraktor m (Sub-Unternehmer m) (economics) subcontractor Submission/—> Ausschreibung 2., 3. Substitution/(economics) substitution 1. The replacing of an unattainable goal or satisfaction with one that is possible to obtain. 2. The way in which the businessman seeks that distribution of resources between various expenditures which yields a better result than any other. The process of substitution of one factor for another continues to a margin on which either will be indifferently applied, where the net efficiency of either will be proportionate to the cost of applying it. Substitutionalität / (economics) substitutionality Substitutionselastizität / (economics) substitut i o n a r y , substitution elasticity Substitutionsgüter n/pl (Substitutionsprodukte n/pl) (economics) substitutional goods Goods or services related in use so that an increase in the price of one relative to a second results in an increase in the quantity demanded by the market of the second. Two items are defined as perfect substitutes if the amount of one good that is necessary to compensate for giving up each unit of another good remains constant at all possible combinations. Substitutionseffekt m (economics) substitution effect, substitutionality An effect that occurs when the price of one good changes relative to another, so that there is the incentive to buy more of the lower-priced good and less of the higher-priced one. Substitutionskonkurrenz / (Substitutionswettbewerb m) (economics) substitutional competition Substitutionsprozeß m (economics) substitution process substitutive Güter n/pl -* Substitutionsgüter Subsystem η subsystem Suggestiwerkauf m (suggestives Verkaufen

sukzessive Etatfestsetzung η) (economics) suggestive selling, suggestion selling Presenting selling arguments by suggestion, whereby the prospect may feel he or she has arrived at a conclusion (favorable to the selling agent) as a result of his or her own persuasions, sukzessive Etatfestsetzung / build-up method (of budget determination), buildup method, build-up approach, buildup approach An approach to measuring company sales potential (-> Marktpotential) under which an analyst begins by estimating how much of a product a potential buyer in a specific geographic area, such as a sales territory, will purchase in a given period. Then he multiplies that amount by the total number of potential buyers in that area. He does the same thing for each geographic area in which the firm sells products and then adds the totals for each area to calculate the market potential. Superette /(retailing) superette, bantam store, vest-pocket supermarket A retail store that is somewhat smaller than a supermarket (—» Supermarkt) but otherwise possesses most of the same characteristics, superiore Güter n/pl (economics) superior goods pi, superior products pi Goods the demand for which decreases with rising price and vice versa. cf. inferiore Güter Supermarkt m (retailing) supermarket A large, self-service store that carries a broad and complete line of food products, and perhaps some nonfood products and has central checkout facilities. Supermarkets sell a variety of products and feature lower prices than smaller neighborhood grocery stores, which offer convenient locations, personal services, or quality images. Super-Supermarkt m (retailing) super store, supersupermarket, hypermarket, hypermarche, hypermarche A very large retail store which makes heavy use of warehousing technology involving the use of palettized and collapsible wire racks for merchandise display. Superstores combine features of discount houses (—> Diskounter) and supermarkets, supranationales Marketing η supranationales marketing Surrogat η surrogate Surrogatindikator m (consumer research) surrogate indicator An attribute used to stand for or indicate another attribute (of a brand or a product). Surrogatkonkurrenz / (Surrogatwettbewerb m) (economics) surrogate competition Symbiotik-Marketing η (symbiotisches Marketing n) symbiosis marketing, symbiotic marketing An arrangement whereby one firm sells and promotes a product made or controlled by another firm.

190 Symbol η symbol, conventional sign An arbitrary sign that evokes a uniform social response. symbolisches Modell η symbolic model A model which employs symbols to represent characteristics of the system. Synchro-Marketing η synchro marketing The type of marketing that is designed to balance out seasonal or cyclical vacillations in demand. Irregular demand is a state in which the current timing pattern of demand is marked by seasonal or volatile fluctuations that depart from the timing pattern of supply. Synektik /synectics pi construed as sg The art and science of developing creative strategy by the study of problem solutions by groups of individuals. Synergie/synergy (Lester F. Ward) Both the unintended cooperative action (and the organizations and other cultural products resulting from such cooperative action) in which people engage as they pursue their own individual interests (in contrast to „true" cooperation wherein participants deliberately aim to help one another) and the combined effort, mutuality and effect resulting from it. Synergieeifekt m (Synergiewirkung f ) synergistic effect S y n o p s i s / ( S y n o p s e f ) synopsis System η system An organization of interrelated and interdependent parts that form a unity. System η überlappender Gruppen —> Teamorganisation Systemanalyse / systems analysis, also systemic analysis A theoretical approach, in which emphasis is placed on analysis in terms of organization and interrelationships rather than on the study of separate units or entities. Systemdiagramm-Methode / systems diagram method (Russell L. Ackoff) A scenario technique designed to help discover policy and strategy options. The frame of reference is a flow diagram of a system, and the scenario suggests policy options for each component in the system. Systemeffekt m systems elfect Systemforschung/systems research —» Systemanalyse Systemgeschäft η (Systemverkauf m) (economics) systems contracting, systems selling A form of selling which allows for little or no stock to be carried by the buyer. The purchase agreement is based on a catalog furnished by the supplier for the items agreed upon, usually a large group of repetitive materials. Systemmanagement η systems management A type of management in which the working unit is considered as a man-machine system involving more than time-motion aspects and interpersonal relationships.

191

Systemtheorie / systems theory, general systems theory (GST), systems analysis, general systems analysis (Ludwig von Bertalanffy) A general science of 'wholeness'.

System-Verbesserungs-Forschung / Systems Improvement Research (SIR) A systems management model for human service organizations that is designed as a data-based collaborative intervention stategy for planning and implementing organizational change, for training participants in organization development skills, and for evaluating organizational effectiveness.

Systemverkauf m —» Systemgeschäft

Szenarium Szenario η (Szenarium η) (economics) scenario A description or representation of a hypothetical sequence of events showing the alternative decisions at decision points and the possible consequences of each decision with their estimated probabilities.

Szenariotechnik /(Szenarioverfahren η) (empirical social research) scenario technique, scenario method, scenario building An environmental scanning technique (-» Umweltbeobachtung) which calls for developing a timeordered sequence of events bearing a logical causeeffect relationship to one another.

Szenarium η —» Szenario

τ tabellarisch adj (statistics) tabular tabellarisieren (tabellieren) v/t (statistics) to tabulate Tabelle /(statistische Tabelle / ) table, statistical table —> statistische Tabelle tabellieren —»tabellarisieren Tabellierung/(Tabulation f ) (statistics) tabulation The enumeration of the number of cases that fall in each category of class intervals of a variable. Tabulation is generally the first step in the analysis of data.

Tagegeld η (economics) daily allowance, per diem allowance, perdiem Tagesbericht η (eines Vertreters) daily report A field report on sales and expenses made daily by a salesman.

taktischer Aktionsplan m (marketing) tactical action program (TAP) A detailed action plan of the steps necessary for reaching the major or long-range checkpoints defined by a corporate strategy.

Talmi m (Plunder m, Talmiprodukt η) (economics) derog borax, schlock merchandise Any superficially impressive, but low-quality merchandise.

Tante-Emma-Laden m (retailing) mom-andpop store, mom-and-pop shop A very small neighborhood retailer, usually familyoperated, and with restricted capital, especially in the food business.

Tausch m (economics) tausch) exchange

barter, truck, (Um-

A business transaction in which goods are exchanged without the use of money.

Naturaltausch, Gegengeschäft Tauschgeschäft η —> Gegengeschäft Tauschhandel m (economics) barter trade, barter Taxonomie/(empirical social research) taxonomy A method or tool for classifying things.

Team η team A group of two or more persons organized for a specific project.

Teamorganisation / (teamorientierte Marketingorganisation / ) team organization, brit organisation, team-oriented organization cf. Matrixorganisation Teamverkauf m (Teamverkaufen η) (marketing planning) team selling A cooperative effort between two or more profes-

sionals, whose activities are directed to opening new markets and selling products.

Technik / technique 1. A procedure derived from a theory. 2. A set of operations used for achieving a goal,

technische Kosten pi —> Herstellungskosten technische UnWirtschaftlichkeit / (economics) technical diseconomies pi An increase in the long-run average total cost curve of an individual firm as the industry expands due to increased technical difficulties such as disposing of waste material,

technisches Verkaufspersonal sales personnel

η

technical

In personal selling, those members of a firm's support personnel who direct their efforts toward the organization's current customers by providing technical assistance.

Technologie /technology The body of knowledge and the tools and processes pertaining to the utilization of the natural resources through manufacturing and extractive activities.

Technologiefolgenabschätzung / (technologische Vorhersage / ) technology assessment, technological forecasting The analysis and evaluation of the potential impact on society of the introduction, modification or development of a technology, both direct and indirect, intended and unintended.

Teilausverkauf m —> Ausverkauf Teilbarkeit / (psychology/market research) divisibility The degree to which a new product can be used on a small scale for trial purposes tends to facilitate adoption.

Teilkostenrechnung / (economics) analysis, contribution accounting

segmental

An accounting method of producing a statement of costs which are directly attributable to a particular product, brand, or function.

Teillieferung / (economics) 1. (Vorgang der teilweisen Lieferung) part delivery, partial delivery, delivery in parts 2. (die teilweise gelieferte Ware) part shipment, part consignment Teilmarkt m —> Marktsegment Teilmarktstrategie / —» Marktsegmentierung Teilselbstbedienung / (Halbselbstbedienung / , Selbstauswahl f ) (retailing) self-selection, semi-self service The method used in retailing by which the customer may choose the desired merchandise without direct assistance of store personnel.

Tele-Banking η tele banking

Tourismus

193 Telefonmarketing η telephone marketing Telefonverkauf m telephone selling Any selling operation in which the telephone is used to contact potential customers, and to solicit orders without any personal call upon customers' premises.

Teleshopping η (economics) teleshopping Tendenz / tendency Termingeschäft η (economics) futures business, forward business, futures transaction, forward transaction Any transaction in a futures market (—» Terminmarkt).

Terminkoordinator m —> Terminer Terminkoordinierung / (Terminkoordination / , Terminplanung/) (economics) traffic management The planning selection, and direction of all means and methods of transportation involved in the movement of goods in the marketing process.

Terminmarkt m (economics) futures market That part of the market for a commodity in which contracts to buy or sell the commodity at some determinable future date are traded.

Terminplanung/—> Terminkoordinierung tertiärer Sektor m tertiary sector The service industries.

Testgeschäft η —» Testladen Testkauf m (marketing research) test purchase, phantom purchase Testkäufer m (marketing research) test shopper, comparison shopper, mystery shopper Testladen m (Testgeschäft η) (marketing research) test store A retail store used for tests of product movement rates, buying habits, selling practices etc. in a store test (-> Ladentest).

Testmarketing η (marketing marketing

research)

test

The execution in miniature of a complete program in one or several selected markets to test ideas, concepts, and techniques in product innovation, pricing, packaging, display, distribution, selling, sales promotion, advertising, publicity, etc. in real-life anticipation of a wider or national roll-out.

Testmarkt m (marketing research) test market A single market usually one of several, in which marketing, advertising, and/or promotional ideas and strategies are tested for efficiency and effectiveness in anticipation of a wider or national roll-out.

Testmarkteffekt m (market research) test market effect Testmarktkontrolle f (market research) test market control Testmarkttest m (market research) test market test Testmarktverfahren η (Testmarktmethode / ) (market research) test marketing technique, test marketing method, test marketing

Test-Retest-Anlage / —> Wiederholungsanlage Test-Retest-Methode / —» Wiederholungstestmethode Tfest-Retest-Reliabilität / -> Wiederholungszuverlässigkeit teuer adj expensive, high-priced Theke/—» Ladentisch Thekenaufsteller m (retailing) 1. (Aufstellerkarte) counter card 2. (stummer Verkäufer) counter dispenser, dispenser A dispenser designed for display at the point of purchase on a retailer's counter.

3. (Auslage) counter display piece, counter display A product designed for display at the point of purchase on a retailer's counter.

4. (Auslagebehälter) counter display container A container designed for display at the point of purchase on a retailer's counter.

Themenauslage / (Themenschaufenster η) (retailing) theme display window The use of window display to create a certain theme appropriate to the merchandise shown in the display.

Themenzentrum η (retailing) theme center Theorem η (empirical social research) theorem An established and accepted generalization based on empirical observations or derived by logical reasoning from postulates or other laws.

Theorem η von Say —> Say'sches Theorem Theorie /theory A set of interrelated principles and definitions that serves conceptually to organize selected aspects of the empirical world in a systematic way.

Theorie / der Internalisierung theory of internalization

(economics)

The theory which assumes that a multinational corporation has somehow developed a firm-specific advantage in its home market. This is usually in the form of internally developed, intangible assets giving the firm some superior production, product, marketing and/or management knowledge. If this asset cannot be exploited and safeguarded effectively through market (or contractual) transactions, an „internal market" has to be created.

Theorie / d e r sozialen Motivation (social psychology) theory of social motivation Theorie / des Lernens —> Lerntheorie These /thesis, suggestion Tischkarte/(Tischaufsteller m, Tischaufstellkarte / ) (retailing) tent card A small, tent-folded card for table display.

Tbtalausverkauf m —> Ausverkauf Totalimage η (Gesamtimage η) (empirical social research) multiple image Tourenplanung / (Tourenpolitik f ) (economics) (Außendienst) itinerary planning Tourismus m —» Fremdenverkehr

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Trade Mart Trade Mart m -> Großhandelsdispositionszentrum Trading-down η (economics) trading down The strategy of selling at low prices to achieve high volume, which usually involves lower grade or deteriorated products. A German term is nonexistent. cf. Trading-up Trading-up η (economics) trading up The strategy of selling at high prices supported by a high level of service in order to secure exclusive custom and high profit ratios. An original German term does not exist. cf. Trading-down Tragetasche / (Tragtasche f , Tüte / ) (packaging) 1. paper bag An open-ended container for wrapping goods usually at the point of sale, made from paper or plastic, and sometimes including paperboard for added protection. 2. (Plastik) plastic bag Transaktion / ( s o z i a l e Transaktion f ) transaction, social transaction 1. A unit of social or economic intercourse. 2. A mutual exchange of information or influence based on negotiation and reciprocity. Transaktionsanalyse / (transaktionale Analyse f ) (psychology) transactional analysis (TA) (Eric Berne) A form of group psychotherapy that focuses on how people interact and communicate with each other in social situations. Social interactions are viewed as coming from three separate components or roles of the individual's personality - the parent, child, and adult components - any of which may dominate at any particular time. Transaktionsepisode f (economics/industrial marketing) transaction episode An act of interaction which occurs in an industrial market relationship and involves an exchange between two parties. The term stresses the fact that a transaction of industrial goods causes, within the continuous flow of activities, a sequence of actions and decisions of particular density. Transaktionskosten pi (economics) transaction cost In industrial markets, there are several types of cost that a business firm can reduce by a closer interaction with a buying or selling firm. A closer connection means that it may be possible to handle distribution, negotiations, and administration more efficiently. Transaktionsprozeß m transactional process, transaction process Transaktionstheorie / der Wahrnehmung (psychology) transactional theory of perception A theory which holds that fundamental perceptions are learned reactions based on interactions and transactions with the environment. Transaktionsunsicherheit / (Transaktions-

ungewißheit / (industrial marketing) transaction uncertainty In industrial markets, the problems of getting the product (physically, legally, on time, etc.) from the seller to the buyer. Transfer m transfer In the most general sense, the process of relaying any immaterial object from one point to another. Transferpreis m (economics) transfer price Transferpreispolitik / (Transferpreisstrategie / ) (economics) transfer pricing The practice of selling products from one division of a corporation to another. The most commonly used methods for setting transfer prices are the market price system and the cost-based system. Transit m transit Transitzeit / (physical distribution) transit time The total time that a carrier has possession of the goods. It includes the time required for pickup and delivery, for handling, and for movement between the points of origin and destination. Transport m (marketing) transportation An essential and obvious physical distribution activity (—» Marketinglogistik). There are five major transportation modes for moving goods: railways, motor vehicles, in-land waterways, pipelines, and airways. Transportation technology takes advantage of each mode's strengths by adopting physical handling procedures that permit the most effective transfers among different types of carriers. Trend m (statistics) trend 1. The prevailing direction a phenomenon takes when it is undergoing change. 2. In statistics, the steady change in a variable or set of related variables in a certain direction for a period of time. Trendanalyse / (statistics/marketing research) 1. trend analysis 1.1. The analysis of a series of measurements of a variable, taken at different points of time, to discover if there is a direction of change. 1.2. In the context of analysis of variance (ANOVA), the procedure for finding the nature of the relationship between the independent and dependent variables. 13. A sales forecasting technique which focuses on aggregate sales data, such as a company's annual sales figures, over a period of many years to determine whether annual sales are generally rising, falling, or staying about the same. 2. trend-impact analysis (TIA) The systematic effort to determine the relevance of an environmental trend which may have significance for the company and to study the impact of an environmental trend on a product or market. Trendausschaltung / (Trendeliminierung / ) (statistics) trend elimination, elimination of trends

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trendbereinigte Zeitreihe / (statistics) trend free series, trend-free series A time series in which the trend that was originally in the data has been removed by statistical adjustment.

Trendextrapolation / (statistics) trend extrapolation The projection of patterns identified in data about the past and/or the present into the future.

Trendforschung / (empirical social research) trend research, tracking research Trendkorrektur / (Trendanpassung / ) (statistics) trend fitting The general process of representing the trend component of a time series (—» Zeitreihe).

Trendprognose / (economics) trend forecast, trend prognosis, trend prediction —> Trendanalyse Trendstudie / (Trenduntersuchung f ) trend study, trend investigation A type of longitudinal designs in which a research question is investigated by repeated surveys of independently selected samples of the same general population.

Trendvergleich m (Vergleich m von Trends) (economics/statistics) trend comparison, comparison of trends Thesen m (Ladentresen m) —> Ladentheke Tresenaufsteller m —» Thekenaufsteller Treuerabatt m (economics) patronage discount A type of discount allowed on the basis of the amount of business done with one firm and intended to honor supplier loyalty.

Typus

Treuevergütung / (economics) bonus Tüte /—» Tragetasche Typ m type

patronage

1. A category or class of people or things distinguished by the possession of some common characteristic and grouped together on that basis. 2. A person who serves as an ideal example of a group due to possessing fully the characteristics which define that group and distinguish it from others. 3. A pattern of characteristics according to which people are categorized. 4. The end portions of a continuous variable as in an aggressive type or tall type.

Typologie f (empirical social research) typology A classificatory scheme composed of two or more constructed types. The types provide abstract categories in terms of which individual or group phenomena are analyzed. The construction of types is made up of criteria which have discoverable referents in the empirical world.

Typologie / d e s Kaufverhaltens (consumer research) typology of buying behavior, brit buying behaviour Typologie / des Konsumverhaltens (market research) typology of consumer behavior, brit behaviour Typologisierung (empirical social research) typologization, brit typologisation Typus m —» Typ

υ Überflußgesellschaft / (Gesellschaft / im Überfluß) (economics) affluent society (John Kenneth Galbraith) That restricted part of the world, populated primarily by Europeans, including the U.S.A., which, during much of the 20th century, has experienced widespread and historically unprecedented prosperity. Übergangswahrscheinlichkeit / (statistics)

transition probability, transitional probability The probability p;j that if a system is in state i at a specified time it will be in state j after the next unit of time.

Übermittlung /(Übertragung/) transmission, conveyance Übermittlungsdauer / (Übertragungsdauer / ) transmission time Übernahme / (economics) takeover, brit take-over The purchase of other companies, or manufacturing rights, as a way of expanding a company's activities or increasing its share of a market, or as a means of diversification without the risks accompanying the development of a new product,

übernationale Marktforschung / -> internationale Marktforschung überregional adj national, nonlocal überschwemmter Markt m (übersättigter Markt m) (economics) glutted market Ubiquität / (economics) (Markenartikel) ubiquity Umfeld η 1. environment In the most general sense, all the external conditions, physical and socio-cultural, which can influence an individual or a group.

2. (soziales Umfeld) social environment Umpositionierung/ (marketing) repositioning Often a product may require repositioning. This can happen if a competitivve entry has been positioned next to the brand with an adverse effect on its share of the market, consumer preferences have undergone a change, new, customer-preference clusters have been discovered with promising opportunities, or a mistake has been made in the original positioning.

Umsatz m (economics) 1. turnover, sales volume In manufacturing, the cost of goods and/or services sold divided by the average inventory priced at cost. 2. turnover, merchandise turnover, inventory turnover, stock turnover, turnover rate, rate of stocktum, stockturn In retailing, total sales divided by the average inventory at selling prices. Merchandise turnover is an important performance measure that provides the re-

tailer with a measure of how many times the average inventory for a given period (usually one year) has been sold during that period. cf. Absatz

Umsatzabnahmerate / Umsatzquote Umsatzanalyse / (economics) analysis of turnover, turnover analysis, sales analysis, money volume sales analysis, money volume analysis A form of sales analysis in which the unit of measurement is money volume, because the money is a common denominator for describing sales, costs, and profits.

cf. Absatzanalyse, Marktanteilsanalyse umsatzbezogene Methode / (der Budgetierung) sales ratio method (of budget determination), function-of-sales method, (prozentual) percentage-of-sales method, (stückbezogen) unit rate method A method of setting a budget under which a firm takes past year's sales figures for a product and assigns a relatively arbitrary percentage of that amount to marketing for the upcoming year. Umsatzerfolgskontrolle /(economics) sales ef-

fectiveness control The control of the effectiveness of a marketing campaign in selling a product or a service. Umsatzerfolgsmessung / (economics) mea-

surement of sales effectiveness UmsatzkennzifTer/—» Absatzkennziffer umsatzorientierte Methode / (der Budgetierung) —> umsatzbezogene Methode Umsatzprognose / —> Absatzprognose Umsatzquote / (Umsatzrate f ) (economics) turnover rate, sales ratio A portion of a sales forecast for a company as assigned to a territory, region, field representative, or branch.

Umsatzreaktionsfunktion / —> Reaktionsfunktion Umsatzstatistik/—> Absatzstatistik Umsatzsteigerung/(Umsatzzuwachs m) (economics) monetary sales growth The monetary unit increase in sales reported from one year or sales period to the next.

Umsatzvolumen η Absatzvolumen, Umsatz Umsatzwirkung / (Umsatzeffekt m) (economics) sales effect Umsatzziel η —> Absatzziel Umschlag m (economics) (Warenumschlag) turnover, (im Lager) stockturn Both the rate of repetition in the purchase of a prod-

197 uct by a consumer and, in retailing or wholesaling, the rate at which trading stock is sold and replaced, umschlagen v/i (economics) (Waren) to turn over Umschlaggeschwindigkeit / (Umschlaghäufigkeit f ) (economics) turnover rate, rate of stockturn, turnover, merchandise turnover, inventory turnover, stock turnover, stockturn The rate at which trading stock is sold and replaced. In retailing, total sales divided by the average inventory at selling prices. Umschlagsgeschwindigkeit / (Umschlagshäufigkeit / ) —> Umschlaggeschwindigkeit umsonst —> gratis, frei Umwelt / environment The surrounding conditions of any activity, such as marketing, the natural social, physical, geographical and psychological conditions. Umweltbedingung/environmental condition Umweltbeobachtung / (marketing) environmental scanning, environmental monitoring The process that seeks information about monitoring events and relationships in a company's outside environment, knowledge of which assists marketers in planning. Umweltfaktor m environmental factor Umweltforschung/environment research Umweltschutz m environmental protection, protection of the environment unangemeldeter Besuch m (economics) (Vertreter) cold call Paying a visit to a prospect without first making an appointment. unausgewogenes Portfolio η (unausgewogenes Produktportfolio η) (economics) unbalanced portfolio, unbalanced product portfolio The situation in which a business firm is is not well positioned with star products (—» Star) to provide growth and to yield high cash returns in the future when they mature, and cash cows (-» Milchkuh) to be able to support a number of question marks (—» Fragezeichen) and even dogs (—> Armer Hund). cf. ausgewogenes Portfolio undifferenzierte Marketingstrategie / undifferentiated marketing strategy A marketing strategy that treats the market as an aggregate and focuses on what consumers have in common rather than on what makes them different, undilferenziertes Marketing η undifferentiated marketing Ungewißheit / uncertainty A situation characterized by incomplete predictability of alternative events; or a situation characterized by knowledge of the parameters of a probability distribution of a set of alternative events, in which no event carries a probability of 1. Universalgenossenschaft / —> Full-ServiceGenossenschaft Universalmesse / (economics) universal trade

Unternehmensimage fair, universal fair, general trade fair, general fair cf. Fachmesse unlauterer Wettbewerb m (economics) unfair competition, unfair trade practice Unlauterkeit / (economics) unfairness, unfair practice Unterhaltungsindustrie / entertainment industry The loosely assembled complex of men and women who work together in a variety of organizations to produce and then distribute professionalized performances to publics, which pay to observe these performances. Unterkundengeschäft η (economics) subcontracting Unternehmensanalyse / (economics) corporate appraisal, business appraisal An examination of the entire organization from different angles. It is a measurement of the readiness of the internal culture of the corporation to interact with the external environment. Unternehmensauftrag m (Unternehmensbestimmung/, Unternehmensmission/, Mission / ) (marketing) corporate mission, business mission, mission The chief executive officer's conception of an organization's raison d'etre, or what it should work toward, in the light of long-range opportunity. Unternehmensausrichtung / —» Untemehmensorientierung Unternehmensberater m (economics) management consultant Unternehmensberatung / (economics) management consultancy Unternehmensentscheidung / (economics) corporate decision, business decision Unternehmensforschung/operations research, management science An interdisciplinary approach to management, marketing and marketing research that emphasizes the application of quantitative methods to the solution of complex decision problems in the management of industry, government and business, using physical or mathematical models which are subjected to possible courses of action. Unternehmensfunktion / (economics) corporate function, function of a business enterprise Traditionally, planning, organizing, directing, staffing, and controlling have been held as the five functions of a business enterprise. Unternehmensgestalt/corporate design Unternehmensidentität / corporate identity (CI, C.I.) Unternehmensimage η (Unternehmensbild η) corporate image The image or impression created in the public mind

Unternehmenskultur by the name or symbol of a company or organization. Unternehmenskultur /corporate culture Culture is a complex combination of the business environment, its values (basic concepts and beliefs of an organization), its heroes or role models, its rites and rituals, and its cultural network or informal communications. Unternehmensleiter m chief executive officer (CEO) The chief strategist of a company who communicates the importance of strategic planning to the organization. Unternehmensöffentlichkeit /(marketing) corporate public That part of the general public to whom a firm is responsible. Unternehmensorientierung / (Unternehmensausrichtung/) (marketing) corporate orientation The place of marketing within a company is determined largely by its orientation. Unternehmensphilosophie / (economics) corporate philosophy Unternehmensplanung/ corporate planning Unternehmenspolitik / (economics) corporate policy A written definition of general intent or company position designed to guide and regulate certain actions and decisions, especially those of major significance or of a recurring nature. Unternehmensstrategie / (economics) corporate strategy Corporate strategy broadly deals with two broad questions: (1) what the company wants to be, and (2) how it hopes to get there, i.e., the purpose of the corporation and the course that should be taken to achieve the designated purpose. Unternehmenstyp m (economics/marketing) type of firm unternehmensübergreifende Konfliktlösung / (Lösung / von Branchenkonflikten) superorganizational conflict solving, superorganizational conflict solution, superorganizational conflict-solving strategy, resolving superorganizational conflict, strategy of resolving superorganizational conflict The focus of superorganizational strategy is to employ conciliation, mediation, and arbitration to resolve the conflict. Unternehmensumwelt / corporate environment, environment of the corporation Philosophically, the environment of a corporation includes all those realities whose existence may affect the corporation directly or indirectly in any perceptible way. —» Umwelt

198 Unternehmensziel η (economics) 1. corporate goal The specific achievement desired by a firm's corporate strategy, usually in quantitative terms, with reference to stated time. 2. corporate target While corporate goals are considered specific aims in the long run, time-phased targets are used to serve as various milestones toward the attainment of goals. —» Unternehmenszielsetzung/ Unternehmenszielsetzung / (economics) corporate objective The long-range purpose or aim of a corporation which is not quantified or limited to a time period. Unternehmenszweck m —» Unternehmensauftrag Unternehmerrente / —» Produzentenrente Untersuchung / (Studie f ) (empirical social research) investigation, study Untersuchungsanlage / (Untersuchungsanordnung/) —> experimentelle Anlage Untersuchungsbericht m —> Studienbericht, Bericht Untervertrag m (economics) subcontract unverbindlich adj/adv recommended, on speculation, short on spec Without any obligation of payment, unverbindlicher Richtpreis m —> empfohlener Preis (Preisempfehlung) UPC-Strichcodesystem η (UPC-Strichcodierung f ) (retailing) universal product code (UPC) The U.S. standard source-symbol marking in the food industry. Ursache / c a u s e An event that precedes and results, necessarily, in the occurrence of another event. cf. Wirkung Ursachenanalyse/causal analysis The systematic scientific investigation of causation and cause-effect-relations. Usance/—> Handelsbrauch Utilität / (Utilitätsprinzip η) —> Nutzen UVM-Lieferantenkode m (retailing) universal vendor marking (UVM) A a coding system (—» Strichcodierang) in which a vendor marks merchandise for individual retailers with a machine-readable code containing such information as department class, size, and color. It is the most common marking code in general merchandise retailing. UWG abbr Gesetz gegen den unlauteren Wettbewerb

ν Valenz / v a l e n c e (Kurt Lewin) In field psychology, a field force which has the structure of a positive central field, i.e. all forces in this field are directed toward the attracting-positive valence or away from negative-repulsive valence. Variabilität f (statistics) variability The degree to which objects vary from one another on some attribute or the degree to which an individual's behavior varies from trial to trial in an experiment. variable Kosten pi (economics) variable costs pi Costs which vary with the level of production or sales. cf. fixe Kosten variable Kosten-Preissetzung / (economics) variable-cost pricing A variant of cost-oriented pricing (—» kostenorientierte Preissetzung) under which a firm can profitably produce some items that are priced below their total cost. Variation/(statistics) variation 1. A deviation from established type. 2. A measure of dispersion of statistical values that is the sum of the squared deviations from the mean. Veblen-Effekt m (economics) Veblen effect, prestige effect The effect, observable for prestige products, that a price increase entails higher demand. Venture Team η —» Produktentwicklungsgruppe Vereiterung/(Obsoleszenz f ) (economics) obsolescence —> Obsoleszenz Verband m association, federation, society Verbandsmarketing η association marketing Verbrauch m —> Konsum Verbraucher m —» Konsument Verbraucheranalyse / (market research) consumer analysis The systematic research into consumer characteristics, attitudes, and behavior designed to establish psychological, sociological and demographic understandings as possible considering available time and resources. Verbraucheranteil m (economics) consumer share Verbraucheraufklärung / consumer education Verbraucherbefragung / —» Konsumentenbefragung Verbraucherbewegung / —» Konsumerismus Verbraucherforschung / —» Konsumentenforschung

Verbrauchergenossenschaft / —» Konsumgenossenschaft Verbraucherinformation / —> Konsumenteninformation Verbraucherinteresse η (Konsumenteninteresse n) (economics) consumer interest Verbrauchermarkt m (Selbstbedienungswarenhaus n, SB-Warenhaus n) (retailing) selfservice department store, combination store A type of department store where customers help themselves to prepriced goods from shelves or other displays, and pay for their purchases at suitably located cash tills or in total upon departure. Verbrauchernachfrage / —» Konsumentennachfrage Verbraucher-Ombudsmann m —> Konsumenten-Ombudsmann Verbraucherorganisation / consumer organization, brit organisation Verbraucherpackung / consumer package, consumer pack Verbraucherpanel η (Konsumentenpanel η) (market research) consumer panel survey, consumer panel test, consumer panel, consumer jury A method of pretesting products or advertisements by exposing them to potential purchasers or users. Verbraucherpolitik / (Verbraucherschutz m) consumer protection Verbraucherpreis m —> Endverbraucherpreis Verbraucherrabatt m —> Konsumentenrabatt Verbraucherrisiko η —> Konsumentenrisiko Verbraucherschutz m —> Verbraucherpolitik Verbrauchersouveränität / —» Konsumentensouveränität Verbraucherverband m consumer association, consumers' association Verbraucherverhalten η —* Konsumentenverhalten Verbraucherwettbewerb m (sales promotion) consumer contest A contest (—» Wettbewerb) in which consumer compete for prizes based on their analytical or creative skill. Verbraucherzufriedenheit/ —» Konsumentenzufriedenheit Verbraucherzugabe / (sales promotion) consumer premium, bonus An offer of merchandise, either free, at a reduced cost, or at nominal cost as an immediate inducement to purchase a product. Verbrauchsdaten n/pl —» Konsumdaten

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Verbrauchselastizität Verbrauchselastizität/—> Elastizität Verbrauchsforschung / (Konsumforschung f ) 1. consumption research 2. (Kaufverhaltensforschung) buyer behavior research, buying behavior research, brit behaviour —> Konsumentenforschung Verbrauchsfunktion f —> Konsumfunktion Verbrauchsgewohnheit / —» Konsumgewohnheit Verbrauchsgüter n/pl (kurzlebige Konsumgüter rt/pl) (economics) non-durable consumer goods pi, nondurables pi cf. langlebige Konsumgüter Verbrauchsverhalten η —> Konsumverhalten Verbreitung/(economics) (Vertrieb) distribution Verbundmarke / cross-ruff brand

(economics)

tie-in brand,

The result of a cooperative or pronmotional program involving couponing, product sampling, and premiums, etc., in which two or more companies join to promote like brands.

Verbundmarketing η tie-in marketing The development of a cooperative marketing effort between products, brands or marketers.

Verbundmarktforschung / —» Gemeinschaftsmarktforschung Verbundpackung / (Combipack m) combipack, multiple-product package Verdingung/—> Ausschreibung Verdrängungswettbewerb TO (economics) predatory competition A type of penetration price policy (-» Marktdurchdringung) under which prices are fixed at a point where the survival of a competitor is threatened.

Verdrängungswettbewerb treiben v/t (economics) to make predatory competition Veredelungsmaterialien n/pl (Veredelungsstoffe m/pl) (economics) process materials pi A type of industrial goods (-» Industriegüter) that are used directly in the production of other products.

Verfalldatum η (Frischestempel m) (economics) (auf Lebensmittelpackungen) —> Frischestempel verfügbare Kaufkraft/—» Kaufkraft verfügbares Einkommen η (frei verfügbares Einkommen n) (economics) 1. disposable income

torical standard of living (—» ) Lebensstandard) which may be saved with no immediate impairment of living standards or may be as a result of consumer decision relatively free of prior commitment or pressure of need. 2.2. Discretionary income enlarged by the amount of new credit extensions, which also may be deemed spendable as a result of consumer decision relatively free of prior commitment or pressure of need.

Vergessen η (psychology) 1. forgetting The inability to recall something that was learned at an earlier time.

2. (Gedächtnisfehler) memory error 3. (Gedächtnisverfall) memory decay Vergessenskurve / (psychology) curve of forgetting (des Gedächtnisverfalls) memory decay curve Vergleichbarkeit / comparability The condition of permitting valid comparisons,

vergleichen v/t to compare vergleichende Bezugsgruppe / comparative reference group (Harold H. Kelley) A reference group that is used as a standard for selfappraisal.

Vergleichsanalyse / (vergleichende Analyse / ) (empirical social research) comparative analysis Vergleichsgüter n/pl (economics) comparison goods pi —> relevanter Produktmarkt Vergleichsmethode / (der Budgetierung) comparison method (of budgeting), comparison with total product group —> konkurrenzorientierte Budgetierung Vergleichsniveau η comparison level (CL) The standard against which a person judges his or her satisfaction with a relationship.

Vergnügungssteuer / (economics) admission tax, entertainment tax vergrößern v/t (economics) (Sortiment) to enlarge, to extend, to expand Vergrößerung / (Vergrößern η) (economics) (Sortiment) enlargement, extension, expansion Vergütung/ (Honorar) remuneration, payment Verhalten η (Verhaltensweise f ) behavior, brit behaviour

The personal income remaining after the deduction of taxes on personal income and compulsory payment such as social security levies.

The manner of acting in a given situation. In the most general sense, any change, movement, or response of an entity or system. In a more restricted sense, only that type of action that is related to environment, thus excluding intra organism activity, but including verbal statements and subjective experiences.

2. discretionary income, discretionary fund, (verfügbares Geld zum Einkaufen) open-to-buy amount (OTB amount)

Verhaltensabsicht / (Verhaltensintention / ) (empirical social research) behavioral intention (BI), brit behavioural intention

2.1. That portion of personal income, in excess of the amount necessary to maintain a defined or his-

The professed intention to behave in a specified manner.

201 Verhaltensalternative / (decision-making) behavior alternative, brit behaviour alternative, behavioral alternative, brit behavioural alternative Any one of the possible behaviors in a given situation from which an actor may make a choice.

Verhaltensänderung / —> Verhaltenswandel Verhaltensanalyse / (Analyse / des Verhaltens) behavioral analysis, brit behavioural analysis, behavior analysis, analysis of behavior, brit behaviour Verhaltensbeobachtung / observation of behavior, brit behaviour, behavior observation, behavioral observation, brit behavioural observation Verhaltensbiologie / biology of behavior, brit behaviour Verhaltensdisposition /behavioral disposition, brit behavioural disposition Verhaltens-Entscheidungs-Theorie / (decision-making) behavioral decision theory (brit behavioural decision theory) (W. Edwards) A theory which attempts to specify the subjective expected utilities (SEU) of a person's alternative actions.

Verhaltenserwartung / behavioral expectation, brit behavioural expectation Verhaltensforschung /(Ethologie/) ethology —> Verhaltenswissenschaften Verhaltensintention/—> Verhaltensabsicht Verhaltens-Managementstil m behavioral management style A management style that is characteristic of managers who have a low cognitive complexity, but a deep concern for the organization and for the development of people. Desiring acceptance themselves, behavioral style managers tend to be supportive of others, showing them warmth and empathy.

Verhaltensmethode/behavior method, brit behaviour method An approach to the study of behavior which is derived from behaviorism in that the methods and goals are accepted. Behavior of organisms is systematically studied as an observable response to defined stimuli.

Verhaltensmodell η behavioral model, brit behavioural model, behavior model, brit behaviour model Verhaltensmuster η behavioral pattern, brit behavioural pattern, behavior pattern, brit behaviour pattern 1. A relatively uniform series of overt activities, i.e. the able regularity of conduct. 2. A type of conduct serving as a model.

Verhaltensökologie / behavioral ecology, brit behavioural ecology The study of the relation of the behavior patterns of a species to its natural and social habitats.

Verkauf Verhaltensrepertoire η behavioral repertoire (John W. Thibaut and Harold H. Kelley) Verhaltenstheorie / (Theorie / des Verhaltens) behavior theory, brit behaviour theory Verhaltensumwelt / behavioral environment, brit behavioural environment, behavioral setting, brit behavioural setting (Roger Barker) Verhaltenswandel m A change in a certain pattern of people's behavior which social marketing may aim to produce in a target market.

Verhaltenswissenschaften f(pl) behavioral science^) (pi), brit behavioural science(s) pi A scientific discipline that is concerned with the development of a body of theories that will contribute to the understanding of human behavior.

Verhältnis η (statistics) ratio, proportion An expression of relative magnitude between two or more values in a series or between elements of the series and their total.

Verhältniszahl / (Verhältnisziffer f ) (statistics) ratio Verhandlung/1. negotiation A form of social accomodation which consists of the discussion between two or more social actors initiated with the objective of settling differences between them or concluding an agreement on matters of mutual concern.

2. bargaining One of four strategic alternatives available for resolving channel conflict (—> Kanalkonflikt) under which one member of the channel takes the lead in activating the bargaining process by being willing to concede something, with the expectation that the other party will reciprocate by adopting flexibility.

Verhandlungsmenge / (theory of games) Verhandlungspreis m (verhandelter Preis m) (economics) negotiated price Under negotiated bidding, an industrial purchaser sometimes uses negotiated bids. Under this arrangement the customer seeks bids from a number of sellers, screens the bids, and then negotiates the price and terms of sale with the most favorable bidders until a final transaction is consummated or until negotiations are terminated with all sellers.

Verhandlungsstärke / (industrial psychology) bargaining power Buyers and sellers are sometimes differentiated on the basis of their bargaining power. In the case of buyers, bargaining power depends on factors such as their size, potential sales, etc. The bargaining power of sellers depends on their products' quality, uniqueness, design, etc. Their relative strengths are a function of these differences.

Verkauf m (economics) 1. (Verkaufsakt) sale 2. (Verkaufen) selling, (also) vending The personal or impersonal process of assisting and/or persuading a Prospective customer to buy a commodity or a service or to act favorably upon an idea that has commercial significance to the seller.

202

verkaufen 3. (Verkaufsabteilung) sales department —» Absatz, Vertrieb verkaufen v/t (economics) to sell, (also) to vend To encourage a sales transaction. Verkäufer(in) m(f) (economics) salesperson, salesman, saleswoman, seller, (Angestellter) salesclerk, brit shop assistant 1. An employee of a wholesale or manufacturing distributor calling upon retailers or other potential customers soliciting orders. 2, A member of the retail staff in a store. Verkäufermarkt m (economics) seller's market, sellers' market A condition of the market in which vendors are able to prescribe the conditions of a transaction because demand exceeds supply. cf. Käufermarkt Verkäuferstab m (Verkäufer m/pl) (economics) salesforce, sales staff, salespeople pi The group of employees of a business organization responsible for personal development of sales and sales prospects. Verkäufertest m (Kontrollkauf m, Testkauf m, Testkaufaktion/) —» Kauftest Verkaufsabteilung/—> Verkauf 3. Verkaufsagent m (economics) sales agent, selling agent A person having the right to negotiate business with a third party on behalf of a principal, selling his or her goods or services according to laid down agreements. Verkaufsaktion / (Verkaufskampagne f ) (economics) sales campaign The implementation of the selling strategy, e.g. mounting a specific selling operation for a product, a market segment, or a geographical area, in isolation from the normal sales activity. Verkaufsanalyse / (Absatzanalyse f ) (economics) sales analysis The methodical use of sales figures to evaluate a firm's current performance. Verkaufsauslage / (retailing) merchandise display

sales display,

Verkaufsaußenorganisation / (economics) sales force, salesforce —> Verkäuferstab, Außendienst Verkaufsausschreibung/—» Ausschreibung Verkaufsautomat m (retailing) vending machine, automatic vending machine, vendor, automat, sales automat A purely automatic dispenser of merchandise upon insertion of a coin. —> Automatenverkauf Verkaufsbehälter m (retailing) counter display

container, sales container, counter dispenser, dispenser A merchandise display containing a stock of items for immediate sale. Verkaufsberater(in) m(f) (economics) sales consultant Verkaufsbereich m —> Absatzgebiet Verkaufsbericht m —» Vertreterbericht, Bericht, Besuchsbericht Verkaufsbezirk m —» Absatzbezirk Verkaufsbüro η (wholesaling) sales office, manufacturer-owned sales office An office which may employ only one or two salespeople and a secretary and does not maintain inventory. When a sale is made, the merchandise is delivered directly from the manufacturer the buyer. In some cases a salesperson from the sales office will assemble the product on the premises of the buyer and then service the product for a specified period of time. Verkaufsdisplay η —> Verkaufsauslage Verkaufseinheit/sales unit, unit Verkaufsfeldzug m —> Verkaufsaktion Verkaufsfiliale / (retailing) sales outlet, sales branch A selling or trading unit. 1. (eines Herstellers) manufacturer's sales branch, manufacturer's sales office, manufacturer's store branch store, branch house, branch office, branch establishment, sales outlet, outlet A retail store owned and operated by a manufacturer, sometimes as outlets for his goods, sometimes primarily for experimental or publicity purposes. 2. (eines Handelsunternehmens) retail store, retail outlet, sales outlet, outlet, branch store A subsidiary retailing business owned and operated at a separate location by an established store. 3. (einer Handelskette) chain store A subsidiary retailing business owned and operated at a separate location by an established store. Verkaufsfläche / (retailing) selling space The area in a retail store where merchandise is actually offered for sale (the sales floor), in contrast to nonselling space which is the area where merchandise is stored, received, price marked, repaired, etc. Verkaufsflächenaufteilung / (retailing) selling space allocation Verkaufsförderer m sales promoter, merchandiser Verkaufsförderung / sales promotion, merchandising, (beim Handel) trade promotion, (bei Konsumenten) consumer promotion 1. In the most general sense, any sales activity that supplements or coordinates personal selling and advertising but which cannot be strictly classified as either. 2. In a specific sense, those marketing activities, other than personal selling (—» persönlicher Verkauf), advertising, and publicity that stimulate con-

203 sumer purchasing and dealer effectiveness, such as display, shows and exhibitions, demonstrations and various non-recurrent selling efforts not in the ordinary routine. Verkaufsforschung / s a l e s research The study of field and office activities in an effort to discover means of improving sales force productivity.

—> Absatzforschung Verkaufsgebiet η —> Absatzgebiet, Vertriebsgebiet Verkaufsgebietstest m —> Gebietsverkaufstest Verkaufsgespräch η personal sales transaction, personal selling The personal process of assisting and/or persuading a prospective customer to buy a commodity or a service or to act favorably upon an idea that has commercial significance to the seller.

Verkaufsgondel / (retailing) sales gondola, gondola An island of shelving in a retail store, usually open on two sides but may be open all around.

Verkaufsgremium η (Selling Center η) (retailing) selling center cf. Einkaufsgremium Verkaufshandbuch η (Verkaufskatalog m, Verkaufsmappe f ) (sales promotion) sales manual, salesfolder, sales folder, sales portfolio A manual of information carried by a salesman for reference or display.

Verkaufshelfer m —» Verkaufsförderer, Absatzhelfer Verkaufshilfe / (mostly pi Verkaufshilfen) —> Händlerhilfen Verkaufsinsel / (retailing) island display, island A retail store display accessible on all sides.

Verkaufskampagne/—> Verkaufsaktion Verkaufskanal m —> Absatzkanal, Vertriebskanal Verkaufskatalog m —> Verkaufshandbuch Verkaufskontrolle/—> Absatzkontrolle Verkaufskooperation/—> Absatzkooperation Verkaufskosten pl —> Abatzkosten Verkaufskunst f (economics) salesmenship The art and skill of successfully persuading prospects or customers to buy products or services from which they can derive suitable benefits, thereby increasing their total satisfaction.

Verkaufslager η (retailing) warehouse showroom A retail facility incorporating five key characteristics: (1) large, low-cost building, (2) use of warehouse materials-handling technology, (3) use of vertical merchandise display space, (4) large onpremise inventory, and (5) minimization of services.

Verkaufsleistung / (Verkaufseffizienz f ) (economics) sales effectiveness

Verkaufsprämie Verkaufsleiter m (economics) sales manager, sales executive The executive who plans, directs, and controls the activities of salesmen.

Verkaufsleitung / (Verkaufsmanagement η) (economics) sales management The planning, direction, and control of the personal selling activities of a business unit, including recruiting, selecting, training, equipping, assigning, routing supervising, paying, and motivating as these tasks apply to the personal sales force.

Verkaufsmesse f (economics) sales fair cf. Mustermesse Verkaufsmethode / (Verkaufsform / ) -> Bedienungsmethode Verkaufsniederlassung / 1. (retailing) sales outlet, outlet —> Verkaufsfiliale 2. (wholesaling) sales branch The major differences between a sales branch and a sales office (—» Verkaufsbüro) is that the former maintains inventory and the latter does not.

Verkaufsorganisation / (economics) 1. sales organization, brit organisation, salesforce The structure and distribution of the sales personnel, head and branch offices or warehouses and possibly shops, where company-operated.

2. (unternehmerische Funktion) sales management —» Verkaufsmanagement Verkaufsorientierung / (marketing) sales orientation The place of marketing within a company is determined largely by its overall corporate orientation. In a sales-oriented organization there is a general belief that personal selling and advertising are the primary tools used to generate profits and that most products - regardless of consumers' needs - can be sold if the right quantity and quality of personal selling and advertising are employed.

Verkaufsort m —> Kaufort Verkaufspackung / consumer package, consumer pack, retail package, retail pack Verkaufspersonal η (economics) salespeople pl, sales people pl —> Verkäuferstab Verkaufsplan m —» Absatzplan Verkaufsplanung/—» Absatzplanung Verkaufspolitik/—> Absatzpolitik Verkaufspotential η —» Absatzpotential Verkaufsprämie / (Verkäuferprämie f ) (sales promotion) 1. salesman's premium A reward in excess of salary or commission provided to a salesperson in return for achieving a stated sales goal, or for extraordinary effort or for leadership in the amount sold. 2. sales incentive A promotional device or gift offered to trade buyers,

Verkaufspräsentation potential customers, or to distribution channels, in order to promote sales or extra selling effort.

3. premium money, push money A promotional tool that is used in an incentive program designed to push a line of goods by providing additional compensation to salespeople.

Verkaufspräsentation / —> Verkaufsvorführung Verkaufspreis m (economics) 1. selling price, also sale price 2. (faktischer Preis nach Abzug des Händlerrabatts) code price —> Einzelhandelspreis, Endverbraucherpreis Verkaufsprognose/—» Absatzprognose Verkaufsquote / (economics) sales quota, quota A projected volume of sales assigned to a marketing unit for use in the management of sales efforts.

Verkaufsraum m (retailing) salesroom Verkaufsschlager m (economics) seller, bestseller, sleeper A product or service that sells extraordinarily well. Verkaufsschulung/—» Verkaufstraining Verkaufsständer m (retailing) display container, dispenser, display rack, sales rack Verkaufsstatistik/ —» Absatzstatistik Verkaufsstelle / —> Kaufort, Verkaufsniederlassung Verkaufsstrategie / (Verkaufstechnik f ) (economics) sales strategy, selling strategy, sales technique, selling technique Verkaufssystem η —> Bedienungsform Verkaufstätigkeit / (economics) selling, sales activity, (also) vending —> Verkauf Verkaufstechnik/—> Verkaufsstrategie Verkaufstest m —> Ladentest Verkaufstisch m —» Auslagetisch Verkaufstrainer m (economics) sales trainer Verkaufstraining η (economics) sales training Verkaufsverpackung / —» Verkaufspackung Verkaufsvertreter m (wholesaling) sales representative, selling agent, selling agent An agent or representative who operates on an extended contractual basis. He or she often sells all of a specified line of merchandise or the entire output of his or her principal, and frequently has full authority with regard to prices, terms, and other conditions of sale.

Verkaufsvorführung / (sales promotion) sales demonstration, demonstration An attention getter that is often used by manufacturers on a temporary basis either to encourage trial use and purchase of the product or to actually show how the product works.

204 Verkaufswagen m (retailing) mobile shop, merchandising bus A regular transit bus converted into a mobile showcase to display and sell products.

Verkaufswettbewerb sales contest

m

(sales

promotion)

A contest (—» Wettbewerb) open to a business firm's sales personnel or to prospects, structured to reward superior performance or unusually large purchases.

Verkaufsziel η (personal selling) sales objective, selling objective, sales goal A goal set both for the total sales force and for each salesperson. Selling objectives should be derived from overall marketing objectives and properly linked with promotional objectives.

Verkaufsziffer/—> Absatzziffer Verkaufszugabe /(sales promotion) sales premium An offer of merchandise, either free, at a reduced cost, or at nominal cost as an immediate inducement to purchase a product,

verkleinern v/t 1. (economics) (Sortiment) to reduce, to dwindle down, to diminish 2. (im Maßstab) to scale down Verkleinerung / (Verkleinern η) 1. (economics) (Sortiment) reduction 2. (im Maßstab) scaling down Verknappung/(economics) shortage A limitation in resources.

Verlosung / (sales promotion) consumer sweepstakes

sweepstakes,

In a consumer sweepstakes, the entrants submit their names for inclusion in a drawing for prizes. Sweepstakes are employed to stimulate sales and, like contests, are teamed with other sales promotion methods.

vermarkten v/t (economics) to market, to commercialize Vermarktung / (economics) commercialization The tendency or process of ordering any institution or activity solely or chiefly through the motive of private profits, especially the tendency of the competitive struggle for private profit to extend its motives into the methods of the other social functions besides those of production and exchange, e.g. sustenance, healing, publicity, education, religious and moral control, politics, fellowship, recreation, and art, thus distorting their functions into private profit seeking exchange.

Vermarktungsphase / (Vermarktungsstadium η) (marketing planning) commercializaton phase, commercializaton stage, commercialization, brit commercialisation A stage in the process of organizing the market entry of a new product in which plans for full-scale manufacturing and marketing are refined and settled, and budgets for the project are prepared.

205

Vermittlung / mediation 1. One Strategie alternative available for resolving channel conflict (—> Kanalkonflikt) under which a neutral third party is brought into the conflict to resolve the matter. 2. The act or process of intercession or intervention, usually applied to the settlement of a dispute. cf. Schlichtung, Schiedspruch Vermittlungsvertreter m (economics) broker, merchandise broker An agent who does not have direct physical control of the goods in which he or she deals but represents either a buyer or seller in negotiating purchases or sales for his or her principal. Vernichtungspreis m (economics) elimination price A type of penetration price (—> Marktdurchdringung) that is fixed at a point where the survival of a competitor is threatened. Vernichtungswettbewerb m —> Verdrängungswettbewerb verpacken v/t to pack, to package V e r p a c k u n g / p a c k a g i n g , packing Protection of the product is still one of the most important functions of packaging. However, packaging also performs three marketing functions: product differentiation, product information, and symbolic image. Verpackungsberater m packaging consultant Verpackungsfachmann m —> Packungsfachmann Verpackungsforschung / packaging research Verpackungsgestalter m (Packungsgestalter m, Packungsdesigner m) package designer Verpackungsgestaltung / (Packungsgestalt u n g / , Packungsdesign η) package design Verpackungsgutschein m —> Packungsgutschein Verpackungsmaterial η (Packungsmaterial η) packaging material, package material Verpackungstest m —> Packungstest Verpackungswesen η packaging Verpackungszugabe/—> Packungszugabe Versandgroßhändler (wholesaling) mail-order wholesaler A limited-function wholesaler who sells through direct mail by sending catalogs to retail, industrial, and institutional customers. Wholesale mail-order houses that feature jewelry, cosmetics, specialty foods, or automobile parts usually serve remote geographical areas, where small retailers find mailorder purchasing convenient and efficient. Versandhandel m (Versandgeschäft η) (retailing) 1. (Institution) mail-order trade, mail-order business 2. (Funktion) mail-order trading, mail-order retailing, mail - order selling In retailing, a method of generating sales through the mailing of catalogs, fliers, brochures, or sales letters

Vertikalauslage and printing or broadcast advertising, as opposed to distributors, wholesalers, retailers, or door-to-door salesmen. Versandhaus η (Versandhandelsunternehm e n η) (retailing) mail-order house, mail-order company, mail-order firm, mail-order business A retailing business that receives its orders primarily by mail or telephone and generally offers its goods and services for sale by means of a catalog or other printed material. Versandhauskatalog m (Versandkatalog m) (retailing) mail-order catalog, brit catalogue verschlüsseltes W i s s e n η codified knowledge (Daniel Bell) The systematic, coordinated information which is the main strategic resource on which the postindustrial society depends. Those who are concerned with its creation and distribution, scientists, computer specialists, economists, engineers and professionals of all kinds, increasingly become the leading social groups, replacing the industrialists and entrepreneurs of the old system. Versicherungsmarketing η insurance marketing Verstärker m (behavioral research) reinforcer, reinforcing stimulus The unconditioned or rewarding stimulus which is presented or naturally experienced following the subject's having performed the correct response. Verstärkung reinforcement (behavioral research) The process of increasing the strength of a learned habit or response. Reward and punishment are both methods of reinforcement, versteigern v/t (economics) to auction Versteigerung / (economics) auction, auction sale The public sale of property to the highest bidder. An auction sale is an agent business unit which effects the sale of goods through an auctioneer, who, under specific rules, solicits bids or offers from buyers and has power to accept the highest bids of responsible bidders and, thereby, consummates the sale. Versuch m (economics) (Prüfung) trial, attempt, check Verteiler ra 1. (Versandliste) mailing list A particular list of addresses used in direct mail advertising, in the distribution of publicity releases, or in any informative mailing. 2. distributor, distribution frame, distribution board, manifold Verteilerkontrolle / m a i l i n g list control Verteilungsanalyse/—> Distributionsanalyse Verteilungsapparat m —» Vertriebsapparat Vertikalauslage (retailing) vertical case, vertical display Any display case that is higher than it is wide.

vertikale Absatzwegeintegration vertikale Absatzwegeintegration / (economics) vertical channel integration A marketing system which is organized with the objective of improving distribution by combining individual efforts. Total vertical integration would include control of all functions from production to final buyer. Vertical marketing systems (VMS) combine successive channel stages from production to consumers under one ownership. In an administered VMS, informal coordination brings about a high level of interorganizational management, vertikale Diversifikation / (vertikale Diversifizierung f ) (economics) vertical diversification, concentric diversification Vertical or concentric diversification bears a close synergistic relationship to either the company's marketing or its technology. Thus, new products that are introduced share a common thread with the firm's existing products either through marketing or production. Usually the new products are directed to a new group of customers, vertikale Konkurrenz / —> vertikaler Wettbewerb vertikale Migration / (marketing) vertical migration A market dominance strategies (—> Marktbeherrschung) which refers to offering the customers a substitute product or service with a superior performance/price ratio so that customers remain with the organization rather than switch to competition. cf. horizontale Migration vertikaler Wettbewerb m (vertikale Konkurrenz f ) (economics) vertical competition Conflict between two organizations in the same business venture system. Vertical competition involves rivalry between and within distribution channels. The dominant feature of this type of competition is the emergence of a power conflict between the two groups. cf. horizontaler Wettbewerb vertikale Preisbindung / —> Preisbindung der zweiten Hand vertikale Preisempfehlung / —> Preisempfehlung vertikales Marketing η vertical marketing, vertical marketing system The whole set of means organizations use to diminish the traditional autonomy of their suppliers, dealers, or customers such as vertical integration, franchises, cooperatives, or the leveraged application of scalar advantages. Vertragshändler m (economics) appointed dealer, franchised dealer An exclusive, selected or accredited dealer who is assured of freedom from competition and marketing support in return for quality of service and promotion of sales. Vertragshändlersystem η (economics) appointed dealer system, franchised dealer system A type of distribution whereby a product is made

206 available through one or only a few outlets in any one trading area. Vertragsjahr η -> Abschlußjahr vertreiben (distribuieren) v/t (economics) to distribute Vertreter m (economics) 1. (Repräsentant) representative, rep 2. —> Handelsvertreter Vertreterbericht m (Besuchsbericht m) (economics) call report A summary, usually in writing, of a visit by a salesman to a customer. Vertreterbezirk m (Verkaufsbezirk m) (economics) sales district, sales agent's district The geographical sales territory covered by one salesperson. Vertreterorganisation / —> Außendienstorganisation Vertreterprovision f (economics) agent's commission, salesman's commission A fee paid as an agreed financial share of a business transaction accruing to a sales representative or a sales agent for transacting a piece of business or performing a service. Vertretervertrag m agency agreement, agent's agreement, representative's agreement Vertreterwerbung / agents' recruitment, sales agent's recruitment Vertrieb m (economics) 1. (Absatz) sale, sales pi 2. distribution The function of dispensing the goods manufactured or warehoused to the locations where they will be consumed or received by customers. Vertriebsabteilung / (economics) 1. (Absatzabteilung) sales department 2. distribution department Vertriebsbefragung / (marketing research) salesforce survey, sales-force survey A sales forecasting technique in which members of a firm's sales force are asked to estimate the anticipated sales in their territories for a specified period. Vertriebsbindung / —> Abnehmerbindung, Absatzbindung Vertriebserfolgsrechnung / —> Absatzerfolgsrechnung Vertriebsetat m (Vertriebsbudget n) (economics) sales budget A tabulation of anticipated accounting figures covering sales revenue and direct selling costs shown in predetermined divisions of time, products, territory or market segments. Vertriebsforschung / (Distributionsanalyse f ) (market research) distribution research Vertriebsgebiet η (economics) -* Absatzgebiet

207 Vertriebsintensität / (economics) intensity of distribution, distribution intensity The level of distribution whereby a product is made available to the public through retail outlets.

Vertriebskanal m —> Absatzkanal, Absatzwege) Vertriebskennzahl / —> Absatzkennzahl Vertriebskontrolle / (economics) —> Absatzkontrolle Vertriebskooperation / —» Absatzkooperation Vertriebskosten pi (economics) 1. —> Absatzkosten 2. distribution cost(s) pi) Vertriebskostenanalyse / (Vertriebskostenrechnung/) (economics) distribution cost analysis (DCA) That branch of marketing research and cost accounting that studies and evaluates, against profits or income, outgo for different methods of marketing and particularly the relative efficiency of personal selling and advertising.

Vertriebsleiter m (economics) distribution manager —> Verkaufsleiter Vertriebsmarketing η (economics) distribution marketing Vertriebsmethode / (economics) distribution method Vertriebsmodell η (economics) distribution model Vertriebsorganisation / (economics) —> Absatzorganisation/, Verkaufsorganisation / Vertriebsplan m —> Absatzplan Vertriebsplanung/—» Absatzplanung Vertriebspolitik / (Distributions-Mix η, Distributionspolitik f ) (economics) distribution policy, distribution mix -» Distributions-Mix Vertriebssystem η (economics) distribution system, circulation system —» Absatzwegepolitik Vertriebsverband m —» Absatzkooperation Vertriebsweg m channel of distribution The means by which goods and services are transferred from the original manufacturer or supplier to users or consumers implying change of ownership or possession.

Verursachungsziffer/—> Beziehungszahl Verwaltung / administration Verwaltungsentscheidung / (economics) administrative decision A class of business decisions which pertain to the collection, organization, and development of the firm's resources. These include capital, personnel, and technological resources which must be organized in a manner which provides the greatest potential for the attainment of long-term objectives and goals.

Voraussage Verwaltungsplanung / (economics) trative planning

adminis-

Planning for the human resources of the organization, including organizational structure and development and human resource planning.

Verwender m (Nutzer m) (economics) user Verwenderanteil m (Nutzeranteil m) (economics) share of users Verzichtsmarketing η —> Reduktionsmarketing, Reduktionswerbung Vitrine / (Auslagevitrine / , Schaukasten m) (retailing) display case, showcase, show case VK abbr Verkauf vollkommener Wettbewerb m (vollkommene Konkurrenz f ) (economics) pure competition, perfect competition One of two opposing economic conditions that lead to competition-oriented pricing. For pure competition to exist in a market, there must be many manufacturers selling homogeneous products to many buyers, no government intervention, and each buyer and seller must have perfect information. All products must be sold at the prevailing market price, and both human and capital resources must be free to move to the location yielding the highest return on investment.

Vollkostenansatz m (Direktkostenansatz) m (economics) direct-cost approach, direct costing, absorption pricing A type of cost analysis which is based upon direct costs, traceble common costs, and nontraceable common costs.

cf. Direktkostenansatz Vollkostenkalkulation / (Vollkosten-Preissetz u n g / ) (economics) markup pricing A variant of cost-oriented pricing (—> kostenorientierte Preissetzung) defined as the practice of setting a price by adding a fixed percentage to the cost of the product.

Vollservice m —> Full-Service Vollsichtauslage / (retailing) full display Vollsichtregal η (retailing) display rack, display shelf vollständige Konkurrenz f (economics) atomistic competition, perfect competition, pure competition —> vollkommene Konkurrenz Volumen η volume Volumensegmentation/volume segmentation A type of market segmentation in which a market is segmented into light-, medium-, and heavy-user groups of a product.

Vorausbesuch m (economics) (Vertreter) advance canvass A round of visits to retailers in a territory to obtain support for a promotional campaign.

Voraussage /(Vorhersage/) forecast Forecasting provides an informational input for the planning process by providing an assessment of fu-

Vorhersage ture changes in areas of importance to a company and interpreting these changes as to their impact on company operations.

Vorhersage/ —» Voraussage, Prognose Vorratsmarke / (Vorratszeichen η) (economics) blanket brand Vorstellungsbild η —»Image Vorverbraucherpanel η (market research) industrial user panel Vorverkauf m (economics) advance sale vorverpackte Ware / —> Fertigware

208 Vorwahl / —» Teilselbstbedienung (Selbstauswahl) Vorwärtsintegration / (vertikale Diversifizierung/) (economics) vertical diversification, vertical integration Both the merging of companies producing different things but contributing to the same ultimate product and the operation of a company at more than one level in channels of distribution, typically as both manufacturer and distributor.

Vorzugspreis m —> Sonderpreis

w W-Markt m —> Wiederverkäufermarkt Wachstum η (economics) growth An increase in size or volume. Wachstumsfunktion / (economics/statistics) growth function An expression giving the size of a population as a function of a time variable, and hence describing the course of its growth. Wachstumsideologie f (economics) ideology of growth, growth ideology Wachstumskurve / (economics/statistics) growth curve Any curve, especially one that is theoretical or fitted to data, that shows the growth of some dependent variable. Wachstumsmodell η (economics/statistics) growth model Wachstumsphase / (economics/marketing) 1. (der Unternehmensentwicklung) growth stage (of corporate development) In moving beyond the entrepreneurial stage of corporate development (—> Pionierphase) there are three possible avenues for growth: increasing the customer base by expanding market coverage, expanding the product line and/or mix of lines, and moving into new markets with existing products. 2. (im Produktlebenszyklus) growth stage (in the product life cycle) The stage of a product's market acceptance in which both sales and profits rise, often at a rapid rate. Competitors enter the market in large numbers if the profit outlook is particularly attractive. Wachstumspolitik / (economics) policy of growth, growth policy Wachstumspotential η (economics) growth potential Growth is a common objective of business organizations. Growth requires resources; therefore, adequate management of corporate resources constitutes an important part of a strategic planning process. Wachstumsstrategie / (economics) strategy of growth, growth strategy Wachstumsziel / (marketing planning) growth objective, growth and survival objective A corporate objective that is generally defined in terms of products and markets. They deal with the product or market scope of each product line, wahrgenommenes Risiko η (consumer research) perceived risk The purchase of any product or service involves a certain amount of risk that may include both economic and social consequences. Consumers cannot be certain about the performance and psychosocial

consequences of a purchase decision. This uncertainty produces anxiety. The decision of an individual to modify, postpone, or avoid a purchase decision is heavily influenced by perceived risk. The amount of perceived risk varies with the amount of money at stake, the amount of attribute uncertainty, and the amount of consumer self-confidence. Wahrnehmung / (psychology) perception The process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world. Wahrnehmungsabwehr Abwehr / ) (psychology) brit defence

/ (perzeptorische perceptual defense,

Wahrnehmungsdisposition f (psychology) perceptual set, perceptual readiness, perceptual predisposition The level of detail an individual percipient imposes on objects in order to maintain perceptual constancy. Wahrnehmungsgegenstand percept

m

(psychology)

Wahrnehmungskarte / (Wahrnehmungslandkarte f ) (market research) 1. perceptual map, market map, connotative map 2. (Anfertigung von Wahrnehmungskarten) perceptual mapping, market mapping, connotative mapping A consumer research technique that rates consumer judgments of overall similarity or preference and finds literally a picture in which objects that are judged to be similar psychologically plot near each other in geometric space. However, in perceptual mapping the respondent is free to choose his or her own frame of reference rather than to respond to explicitly stated attributes. Wahrnehmungspsychologie / perceptual psychology Wahrnehmungswirklichkeit / perceived reality Reality as it is perceived by relevant consumer groups. Wahrscheinlichkeit / des Kaufs —> Kaufwahrscheinlichkeit Wald-Regel / —> Minimax-Regel (MinimaxKriterium) Wandel m change Change is an accepted phenomenon in the modern world. Change coupled with competition makes it necessary for a corporation to pick up the trends in the environment and determine their significance for company operations. Wanderausstellung f (economics) traveling ex-

Ware hibition, traveling display, brit travelling exhibition, travelling display An exhibit of point-of-purchase material which is the property of the advertiser and is moved from one dealer or one location to another. Ware / ( o f t e n pi Waren) (economics) 1. merchandise, product(s) (pi) 2. (Handelsware) commodity Warenabsatz m —» Absatz Warenangebot η —> Angebot, Sortiment Warenaufsteller m (Warenständer m) (retailing) floor stand, display stand A standing mount used for the display of retail merchandise. Warenauslage / (retailing) 1. product display, merchandise display 2. (im Geschäft) in-store display The way merchandise is organized and arranged at each location in the store layout. Warenauslagefläche/(retailing) display space Warenauslieferung / —> Auslieferung Warenausstattung/—> Ausstattung Warenausstellungswagen m (Warenausstellungsbus m) (retailing) merchandising bus Warenauszeichnung / (economics) product labeling, labeling The design of that part of products which conveys verbal information about the product or the seller. Warenautomat m —> Verkaufsautomat Warenbehälter m (retailing) dump bin A merchandiser built to contain merchandise as it is literally dumped into it from the shipping case. Only the one product is displayed in it. Warenbestand m (economics) merchandise stock Warenbörse / (Produktenbörse f ) (economics) commodity exchange, produce exchange An organization usually owned by the member traders, which provides facilities for bringing together buyers and sellers of specified commodities, or their agents, for promoting trades, either spot or futures or both, in these commodities. Warengestaltung/—» Produktgestaltung Warengruppe / —» Produktgruppe Warenhaus η (retailing) 1. department store A large retailing business unit which handles a wide variety of shopping and specialty goods, including women's ready-to-wear and accessories, men's and boy's wear, piece goods, small wares, and home furnishings, and which is organized into separate departments for purposes of promotion, service and control. 2. general merchandise store A large retailing business which carries a wide variety of products. The two traditional general merchandise outlets are department stores and discount stores. A more recent development are hypermarkets.

210 Warenköder m —> Lockangebot (Lockvogelangebot) Warenkorb m (statistics/economics) commodity basket, market basket - » Lebenhaltungskostenindex Warenmarkierung / - > Markierung Warenmuster η (Warenprobe / ) (promotion) 1. sample, product sample, sample product A representative item or portion used by salesmen to assist in convincing buyers of a product's quality. 2. (Gratismuster) free sample, leave behind 3. (verkäuflich) salable sample, saleable sample Warenprozeßpolitik/—> Marketinglogistik Warenpyramide / (retailing) floor pyramid A merchandise display of several levels, approximately to eye height. Warenrückvergütung / - » Rückvergütung Warensorte / (Sorte f ) (economics) product item, item, product sort, merchandise sort The individual product or service. It is one size and form of a product or service sold in an assorted variety. It is the smallest unit of merchandise assortment. Warensortiment η merchandise assortment, assortment A combination of similar or complementary products put together to provide benefits to a specific market. Warenstapel m (Stapelauslage / ) (retailing) mass display, jumble display A variety of products piled together in a bin, basket, or on a counter or table. Warentest m (vergleichender Warentest m) (economics) product rating Warentisch m (Warenauslagetisch m) (retailing) dump table, product display table, display table A display table on which merchandise items are stacked or dumped. Warenumschlag m —» Umschlaggeschwindigkeit Warenverpackung/-» Verpackung Warenzeichen η (economics) trademark, trade-mark A brand (—> Marke) or part of a brand that is given legal protection. Warenzeichengesetz η (WZG) (economics) trademark law The statute governing the registration of trademarks and the other identifying symbols on products and services. Warenzeichenrecht η (economics) trademark legislation Warenzeichenregister η (Warenzeichenrolle f ) (economics) principal register The register in the German Federal Patent Office (Bundespatentamt) in which trademarks are registered.

211 Warenzeichenschutz m (economics) trademark protection —» Warenzeichen, Warenzeichenregister Warteschlange / (statistics) queue, lineup, line-up Warteschlangemnodell η (Bedienungsmodell η) (statistics) queuing model Warteschlangenproblem η (statistics) queuing problem The problem of queues, or congestion arises whenever there is a service to be offered and accepted rather than a product to be made. Warteschlangentheorie / (Bedienungstheorie f ) (statistics) queuing, queuing theory A theory which takes into account that the demand on many systems varies over time, including the demand distribution and the costs associated with meeting demand and not meeting demand to estimate optimal system operation levels. Was-können-wir-uns-leisten-Methode / (der Budgetierung) —> finanzmittelbezogene Budgetierung Wegeplanung / (personal selling) routing, routing and scheduling The planned sequence in which salespersons call on customers, the specific roads or transportation schedules they use, the number of calls they make in a given time period, and what time of day the calls will occur. Wegwerfpackung/—> Einwegpackung Wegwerfpreis m —» Schleuderpreis weißer Artikel m (weiße Ware/, weißes Produkt n) white good, mostly pl white goods, white product, unbranded product, unbranded good, mostly pl unbranded goods, no-name product, no-name good, mostly pl no-name goods An unbranded product sold under its generic name (-* Gattungsbezeichnung) at a low price and with no frills. —» anonyme Ware Weiterverkauf m (economics) resale —» Wiederverkauf Wellpappe / (packaging) corrugated board, corrugated cardboard, corrugated pasteboard, corrugated paper, cellular board A container board composed of an inner corrugated thickness of paper glued to smooth outer faces. Weltmarke / (economics) global brand, worldwide brand A brand that is distributed and marketed worldwide (—» Globalmarketing). The adoption of a policy of global brands is most useful when the company has a reputation of quality and technical excellence that can be carried into the international markets and where brands (—> Markenartikel) are important to the consumer.

Werturteil Wert m value 1. An abstract generalized principle of behavior to which the members of a group feel a strong, emotionally toned positive commitment and which provides a standard for judging specific acts and goals. 2. The characteristic of a service or a product which induces people to sacrifice some portion of their purchasing power, past, present, or future, in order to obtain it. 3. The utility of a product measured in money terms. Wertanalyse / (economics) value analysis, value engineering, value control The process and technique of examining every constituent of a product to ensure that its cost is no greater than is necessary to carry out its function. Wertedynamik / (Wertewandel m) dynamics pl construed as sg of value change, change of values Wertemarketing η value marketing, marketing of values Wertekonflikt m value conflict (Daniel Katz) A which involves incompatible principles and practices that people believe in - their ideology, their religion, their political system, their culture. wertentsprechender value-in-use price

Preis

m

(economics)

Werteorientierung/—» Wertorientierung Wertesystem m value system A set of values adopted by an individual or society, governing the behavior of the individual or the members of the society. Wertewandel m value change An attempted alteration of people's beliefs or values toward some object or situation which social marketing may aim to produce in a target market. Wertgutschein m (Geschenkgutschein m) (sales promotion) gift coupon, gift voucher, premium token A special incentive to purchase usually involving a money-off against tbe next purchase of a qualifying brand or providing an opportunity for a special purchase. Wertorientierung / v a l u e orientation The ideas and desires, ideals and motivations, and outlook and assumptions which an individual cherishes and prizes highly. The value systems of the individual members of the top management serve as important inputs in strategy development. Wertrabatt m (economics) cash discount The amount allowed to be deducted from a bill if it is paid promptly within a specified period of time. Wertrationalität / (Max Weber) value rationality Werturteil η (theory of knowledge) value judgment A judgment of what is desirable or worth while.

212

Wettbewerb Wettbewerb m 1. (economics) (Konkurrenz) competition The presence and activities ofrivalproducts, brands, or services within one market. 2. (sales promotion) (Werbewettbewerb) contest Contests and sweepstakes (—» Verlosung) serve as promotional tools. Wettbewerber m —> Konkurrent Wettbewerbsanalyse/—> Konkurrenzanalyse Wettbewerbsbeschränkung / (economics) restraint of trade —» Konkurrenzausschluß Wettbewerbsgesetz η -» Gesetz gegen den unlauteren Wettbewerb (UWG) Wettbewerbs-Paritäts-Methode / (der Budgetierung) —» konkurrenzbezogene Methode Wettbewerbspräsentation / (advertising) speculative presentation, colloq pitch A demonstration by an agency to a client, showing how the agency would handle the account if it is awarded the business. Wettbewerbsrecht η unfair competion legislation Wettbewerbsregeln f/pl self-policing rules pi against unfair competition Wettbewerbsverbot η —> Konkurrenzausschluß Wettbewerbsverein m —> Gebührenverein Wettbewerbsvorteil m (economics) competitive advantage, competitive edge Any benefit or value provided by a product or company, often unique to the organization concerned, that gives it superiority in the marketplace.

Wiedereinführung/—» Produktvariation Wiederholungsbesuch m (economics) (Vertreter) callback, call-back, return call A second or third call made by a sales representative to a prospective customer subsequent to a previous one, as to reach a previously unavailable prospect.

Wiederholungskauf m (Wiederkauf m) (economics) 1. (einzelner Kaufakt) repeat purchase 2. (das wiederholte Kaufen) repeat purchasing The ultimate goal of all marketing and advertising effort is to convert trial purchasers (—> Erstkäufer) into repeat purchasers (—> Wiederholungskäufer). Once an organization has effectively identified itself to a customer through its brand name, the satisfied customer will seek that company's products for repurchase.

Wiederkäufer m (economics) repeat buyer, repeat purchaser Wiederkaufrate / (Wiederkaufquote f ) (economics) repeat buying rate Wiederverkauf m (Weiterverkauf m) (economics) resale wiederverkaufen v/t (economics) to resell Wiederverkäufer m (economics) 1. reseller,

(Einzelhändler) retailer, (Großhändler) wholesaler 2. original equipment manufacturer (OEM) —> Wiederverkäuferstrategie Wiederverkäufermarkt m (W-Markt m) (economics) reseller market, reseller's market (Philip Kotier) A market consisting of intermediaries, such as wholesalers and retailers, who buy finished goods and resell or rent them for the purpose of making a profit.

Wiederverkäuferrabatt m —> Funktionsrabatt Wiederverkäuferstrategie f (marketing) original equipment manufacturer (OEM) strategy, OEM strategy, dealing with an original equipment manufacturer A product-overlap strategy (—» Produktüberschneidung) under which a company sells the components used in its product to competitors. This enables the competitors to compete with the company in the market.

Wiederverkaufsrate f (economics) resale rate Wiederverkaufswert m (economics) resale value Wiederverwendung / (economics) reuse, re-use Winterschlußverkauf m (retailing) winter closing-out sale, winter sale(s) (pi) wirksame Kaufkraft / (economics) effective buying income (EBI) That portion of an individual's or household's income that consists of salaries, wages, dividends, interest, profits, and rents less federal, state, and local taxes.

Wirkung /effect An event in a causal relationship that invariably follows a specific other phenomenon.

Wirkungsforschung /effectiveness research Wirkungsfunktion /(Wirkungskurve/) (empirical social research) response function, response curve —¥ Reaktionsfunktion Wirkungshypothese / (empirical social research) effect hypothesis Wirkungskurve/—> Wirkungsfunktion Wirkungsmessung / (empirical social research) effect measurement, measurement of effect Wirkungsmodell η (empirical social research) effect model wirtschaftlicher Anreiz m (marketing) economic incentive One of two alternative substrategies designed to accomplish market inducement (-> Marktanstoß) which is most useful when the market is positively predisposed, but does not buy the product or service.

cf. Marktbahnung

213 wirtschaftliches Klima η (Wirtschaftsklima η) economic climate The overall economic climate of the country sets the limit of activity in different sectors of the economy. Wirtschaftlichkeit / (economics) profitability The quality or state of yielding a profit. Profits in one form or another constitute a desirable goal to pursue for a product or market venture. As objectives they may either be expressed in absolute monetary terms or as a percentage of capital employed or total assets. Wirtschaftlichkeitsanalyse f(economics) 1. profitability analysis, profit economics analysis A type of analysis which is designed to indicate how product costs are physically generated and where the economic leverage lies. The contribution of the product to fixed costs and profits may be calculated by classifying the elements of cost as fixed, variable, or semi-variable and by subtracting variable cost from product price to yield contribution-per-itemsold. 2. business analysis A tentative sketch of a product's compatibility in the marketplace, including its probable profitability. Compatibility factors include the company's manufacturing and marketing capabilities, financial resources, and the attitude of managers in the company toward the product.

WZG Wirtschaftlichkeitsvergleich m (economics) profitability comparison Wirtschaftsadreßbuch η —> Branchenadreßbuch, Handelsadreßbuch Wirtschaftszweig m —> Branche Wochenbericht m weekly report Wochenmarkt m (economics) weekly market Α place where trading takes place once a week. Wohlstand m (economics) wealth The accumulation of past income, natural resources, and financial resources. It may exist in many forms, including cash, securities, savings accounts, jewelry, art, antiques, real estate, minerals, machinery, and even animals. Like income, wealth is unevenly distributed. Wortmarke / (Wortzeichen η) —> Markenname Wühlkiste / (Wühlkorb m) (retailing) jumble basket, jumble display, dump table, dump bin dumper A loosely arranged display of uniformly priced but heterogeneous objects offered for sale in a retail store. Würfelsystem η —» Matrixorganisation Wz abbr Warenzeichen WZG abbr Warenzeichengesetz

ζ Zahlenzeichen η (economics) trademark number A trademark (—» Warenzeichen) consisting of a combination of numbers. Zahlteller m (retailing) cash mat Zeichen η sign, sign stimulus A phenomenon that represents or indicates another phenomenon; any stimulus evoking a response previously evoked by another stimulus. Zeichenrolle / (Warenzeichenrolle / ) (economics) principal register, register of trademarks —> Warenzeichenregister Zeichenschutz m —> Warenzeichenschutz Zeitbudget η (empirical social research) time budget —> Zeitbudgetforschung Zeitbudgetforschung / (empirical social research) time-budget research A log of the sequence and duration an individual engages in over a specified period of time, most typically the 24-hour-day. Time-budget research involves the collection of numerous such protocols from members of a population to analyze main trends and subgroup differences in the allocation of time. Time-budget research is particularly widespread in analyses of media behavior and consumer research. Zeitbudgetstudie / (Zeitbudgetuntersuchung f ) (empirical social research) time-budget study, time-budget investigation Zeitplan m timetable, time schedule, schedule Zeitpräferenz / (economics) time preference The marginal utility obtained from spending an extra amount of money saved varies among individuals. Zeitreihe/(zeitliche R e i h e / ) (statistics) time series The arrangement of a series of measures or observations of a variable in the sequence of their occurrence at successive points of time. Zeitreihenanalyse / (Zeitreihenzerlegung / ) (statistics/marketing research) time series analysis 1. A quasi-experimental procedure in which one or more intact or naturally formed groups is subjected to repeated measurements or observations, usually before and after the experimental treatment. 2. A sales forecasting technique in which the forecaster, using the firm's historical sales data, tries to discover a pattern or patterns in the firm's sales volume over time. If a pattern is uncovered, then it can be used to forecast sales. This forecasting method assumes that the past sales pattern will continue in the future.

Zeitwert m (economics) present value In its simplest form, the present-value method entails computing the present value of expected cash flows discounted at the cost of capital or target rate of return and comparing it with the cost of the project. The project is considered acceptable if the difference is positive and rejected if negative. Zentrale / z u r Bekämpfung unlauteren Wettbewerbs e.V. Better Business Bureau Zentraleinkauf m —> zentralisierter Einkauf zentralisierter Einkauf m (Zentraleinkauf m) (retailing) centralized buying, brit centralised buying One of five basic methods of retail buying (—» Einkauf). Large multistore retailers face the problem of whether to purchase inventory on a centralized, companywide basis or to permit each store to make its own purchase decisions. cf. dezentralisierter Einkauf Ziel η 1. goal An intended end result of an act or series of acts, i.e. a specific achievement desired, usually in quantitative terms, with reference to stated time. 2. target A time-phased aim that serves as a milestone toward the attainment of long-term goals. 3. (Zielsetzung) objective The purpose of an organization, such as a business enterprise, is broken into three parts: mission, objectives and goals. Goal is the specific achievement desired, usually in quantitative terms, with reference to stated time. Ziel-Aufgaben-Methode / (der Budgetierung) objective-and-task method (of budget determination), plunge method, task method, target sum method A budgeting method by which an organization uses marketing to further the smooth functioning of the marketing system by allocating specific amounts to achieve specific objectives. The objective-and-task method is designed to provide the firm with a series of decision rules (-> Entscheidungsregel) relating to its marketing activities. Zielgruppe / 1 . target group In the widest sense a group which is the object of special action, such as a marketing campaign. 2. (Gesamtheit) target population —> Zielmarkt Zielgruppenaffinität / (marketing research) affinity Zielgruppenanalyse /(marketing research) target group analysis Zielgruppenauswahl / (marketing research) target group selection

215 Zielgruppenbeschreibung / (marketing research) target group description Zielgruppenbestimmung / (marketing research) target group determination Zielgruppendemographie / —» demographische Marktsegmentierung Zielgruppenforschung f (marketing research) target group research Zielgruppengewicht η (media planning) target group weight Zielgruppengewichtung / (media planning) target group weighting Zielgruppenkommunikation / target group communication Zielgruppenpsychographie / —» psychographische Marktsegmentierung Zielmarketing η target marketing The act of evaluating, selecting, and concentrating on those market segments that a business firm can serve most effectively. Zielmarkt m target market, target consumers pi A market toward which a marketing and/or selling effort is directed. A target market is a group of persons for whom a firm creates and maintains a marketing mix that specificallyfitsthe needs and preferences of that group. Ziel-Mittel-Beziehung/means-end relation Ziel-Öffentlichkeit / - » Zielpublikum zielorientierte Budgetierung / —> Ziel-Aufgaben-Methode Zielperson / (marketing research) target person, (Konsument) target consumer Zielpublikum η (Ziel-Öffentlichkeit f ) (marketing research) target public The public served by an organization's in nonbusiness marketing to achieve some goal other than ordinary business goals such as profit, market share, or return on investment, zirkulierendes Kapital η circulating capital In accounting and in national income accounting (—> volkswirtschaftliche Gesamtrechnung) that capital which changes its form within a given period of time, customarily designated as a year. Zone f (marketing) zone Zonenplan m (Gebietsplan m, Zonenwerbeplan m) (marketing) zone plan Zufallsfaktor m (statistics/marketing research) random factor, chance factor Any one of a number of varied and unknown factors that are regarded as irrelevant to a given study, and that influence the outcome of the study to some extent but not in a way or degree considered significant. Zufallsfaktorenanalyse / (statistics/marketing research) random factor analysis A sales forecasting technique which is an attempt to attribute erratic sales variations to random, nonrecurrent events such as a regional power failure or a

Zweiggeschäft natural disaster. After performing each of these analyses, the forecaster combines the results to develop the sales forecast. Zufallskunde m —> Laufkunde m Zufallskundschaft /—> Laufkundschaft Zugabe / premium An offer of merchandise, either free, at a reduced cost, or at nominal cost as an immediate inducement to purchase a product. Zugabeangebot η (Warenangebot η mit Zugabe) (economics) premium offer A special offer of merchandise at a reduced price in consideration of purchasing a particular product. Zugabeartikel m (economics) premium product Zugabentest m (Zugabetest m) (market research) premium test Zugabeverordnung / (ZugabeVo f ) (economics) premium regulations pi Zugartikel m (economics) puller Zugkraft /pulling power pull, drawing power, draw, attraction Zugnummer /audience puller, puller Zugpferd η (economics) drawing card Zugstrategie / (promotion) pull strategy, pull method A promotional strategy in which a firm promotes directly to consumers with the intention of developing a strong consumer demand for its products. ZugVO fabbr Zugabeverordnung Zukunftsforschung/—» Futurologie Zusatznutzen m (Erbauungsnutzen m, Geltungsnutzen m) (Wilhelm Vershofen) (economics) additional utility, prestige utility cf. Grundnutzen Zusatzqualität/—»Integralqualität Zustelldienst m (economics) delivery service, home delivery service Zusteller m (economics) delivery man Zustellpreis m (economics) delivery price Zustelltermin m (economics) delivery date, date of delivery Zwang m (marketing) compulsion A marketing strategy which uses the rules and regulations that make it mandatory for the customers to abandon their current behavior and predisposition and convert to the new product or service, zweidimensionale Morphologie / (marketing) two-dimensional morphology Zweierpackung /(Zweierpack η) (packaging) twin pack A promotion event calling for two product units to be sold as one, at a discounted price, usually implemented by packaging which, physically unites the two units and flags the savings offered. Zweiggeschäft η (Zweigniederlassung/) (re-

Zweigstelle tailing) branch store, branch shop, (einer Handelskette) chain store 1. One of a system of two or more stores of similar type which are centrally owned and managed. 2. A retail store owned and operated by a manufacturer, be it as an outlet for its goods or primarily for experimental or publicity purposes. Zweigstelle/—> Filialbetrieb Ζweitmarke/ flanker brand A brand that a company develops to exploit weak spots in its competitors' product lines and/or markets.

216 Zweitmarkenstrategie / flanker-brand strategy A substrategy of market expansion (—> Marktexpansion) under which a company develops an additional brand product or service to exploit weak spots in its competitors' product lines and/or markets. cf. Mehrkanalstrategie Zweitnutzen m —> Zusatznutzen Zwischenverkäufer m —> Wiederverkäufer zyklischer Wandel m cyclical change A type of change which is repetitive in nature; managers usually develop routine procedures to meet these changes. cf. Entwicklung

Marketing Dictionary English - German

Marketing-Wörterbuch Englisch - Deutsch

Abbreviations

Abkürzungen

abbr adj Am

abbreviation adjective American, American English

brit colloq derog etc. / fig figuratively m η obsol pi sg si vgl.

British, British English colloquial speech derogatory etcetera feminine

Abkürzung Adjektiv amerikanisch, Amerikanisches Englisch britisch, britisches Englisch umgangssprachlich derogatorisch usw. feminin, weiblich figürlich, bildlich maskulin, männlich neutrum, sächlich obsolet, veraltet Plural Singular Slang, Fachjargon vergeliche (Verweis auf Gegenbegriffe) intransitives Verb transitives Verb siehe, siehe auch (Verweis auf related terms)synonyme und verwandte Begriffe adjective American, American English

v/i v/t —»

adj Am brit bzw. cf. colloq derog eigentl etc. / fig m η obsol pl sg sl ungebr v/i v/t —»

Abk adj Am

masculine neuter obsolete plural singular slang confer (reference to antonyms and contrasted terms intransitive verb transitive verb see, see also (reference to synonyms and related terms)

Adjektiv Amerikanisch, amerikanisches Englisch Britisch, britisches Englisch beziehungsweise vergleiche (Verweis auf Gegenbegriffe) umgangssprachlich derogatorisch eigentlich usw. feminin, weiblich figürlich, bildlich maskulin, männlich neutrum, sächlich obsolet, veraltet Plural Singular Slang, Fachjargon ungebräuchlich transitives Verb intransitives Verb siehe, siehe auch (Verweis auf Synonyme und verwandte Begriffe Abkürzung Adjektiv Amerikanisch, amerikanisches Englisch

British, British English respectively confer (reference to antonyms and contrasted terms colloquial speech derogatory originally etcetera feminine figuratively masculine neuter obsolete plural singular slang not commonly used transitive verb intransitive verb see, see also (reference to synonyms and related terms) abbreviation adjective American, American English

220 brit bzw. cf. colloq derog eigentl etc. f fig m η obsol pl s 8 sl ungebr v/i v/t —>

Britisch, britisches Englisch beziehungsweise vergleiche (Verweis auf Gegenbegriffe) umgangssprachlich derogatorisch eigentlich usw. feminin, weiblich figürlich, bildlich maskulin, männlich neutrum, sächlich obsolet, veraltet Plural Singular Slang, Fachjargon ungebräuchlich transitives Verb intransitives Verb siehe, siehe auch (Verweis auf Synonyme und verwandte Begriffe

British, British English respectively confer (reference to antonyms and contrasted terms colloquial speech derogatory originally etcetera feminine figuratively masculine neuter obsolete plural singular slang not commonly used transitive verb intransitive verb see, see also (reference to synonyms and related terms)

A ABA (A.B.A.) Abk area-by-area allocation abandonment of patent Patentaufgabe / abandonment stage —» decline ABC analysis ABC-Analyse f(Marketing) Ein vor allem bei Absatzuntersuchungen und in der Beschaffungstechnik verwendetes Verfahren der Problemranganalyse, bei dem Schwerpunkte durch Aufstellung von drei Gruppen unterschiedlicher Bedeutung (z.B. A = höchste Wichtigkeit/B = geringe Wichtigkeit/C = keine Wichtigkeit) gebildet werden.

absolute guaranty selbstschuldnerische Bürgschaft / absolute liability Gefahrdungshaftung/ absorption point Sättigungspunkt m, Sättigungsgrenze / (Marketing) absorption pricing (Marketing) AbsorptionsPreisbildung / , Übernahme-Preisbildung / , Stückkosten-Preisbildung / accelerated depreciation beschleunigte Abschreibung/, beschleunigte Sonderabschreibung / accelerator effect Akzeleratoreffekt m (Wirtschaftslehre) Der sich aus der wechselseitigen Abhängigkeit von Konsum- und Investitionsentwicklung ergebende konjunkturelle Prozeß, bei dem ein Mehr an Verbrauchsgüternachfrage nach einer gewissen Zeit zusätzliche Nachfrage bei den Investitionsgüterindustrien auslöst.

vgl. multiplier effect acceptable price annehmbarer Preis m acceptable price range annehmbarer Preisbereich m acceptance 1. Akzeptanz / , Aufnahme / am Markt, Marktakzeptanz /(Marketing) Die positive Aufnahme von Innovationen, neuen Produkten, Designs, Bewertungsmaßstäben, Werten oder Kommunikationsinhalten wie z.B. Werbebotschaften durch diejenigen, an die sie gerichtet sind (potentielle Käufer, Umworbene, potentielle Nutzer usw.).

2. Annahme / , Bekräftigung / von Vertragsoder Kaufbedingungen für Werbung, Güter, Dienstleistungen accessories pl Accessoires n/pl accessory equipment Zusatzausrüstung /, zusätzliche Ausrüstung/ accomodation desk Bedienungstresen m (Einzelhandel) account 1. Werbeetat m des Kunden einer Werbeagentur, Kundenetat m einer Agentur

2. Auftraggeber m, Kunde m einer Werbeagentur 3. Geschäftsbeziehung / zwischen einer Werbeagentur und ihrem Auftraggeber account management Account Management n, Etatbetreuung / , Kundenbetreuung / (Werbung) Eine in Analogie zum Produktmanagement entwickelte Form der Marketingorganisation, bei der die beratenden Aktivitäten einer Marketing-, Marktforschungs- oder Werbeagentur kundenorientiert organisiert sind und somit eine höchstmögliche Berücksichtigung der Klientenwünsche und -bedürfhisse durch horizontale Koordinierung der Agenturtätigkeiten und eine möglichst kurzgeschlossene Interaktion mit den (dem) Kunden angestrebt wird.

- * key-account management, special-account management account manager —* account executive account opener Konto-Eröffnungsprämie / , Konto-Eröffnungszugabe / achievement Leistung/ achievement motivation Leistungsmotivation / (Psychologie) Leistungsmotivation ist ein hypothetisches Konstrukt, das zunächst von David C. McClelland, dann von John W. Atkinson und im deutschsprachigen Raum von Heinz Heckhausen zur Erklärung interindividueller (und auch intraindividueller) Unterschiede des Leistungsverhaltens, seiner Intensität, Konsistenz und Richtung, unter im übrigen gleichen Antriebsbedingungen herangezogen wurde. Sie gehen davon aus, daß die Leistungsmotivation im sozialen Kontext erlernt und wie alle übrigen Motive durch die erfahrungsabhängige Verknüpfung der Erwartung einer Affektänderung mit bestimmten Auslösebedingungen charakterisiert ist.

achiever Erfolgreicher m, Leistungsmensch m (Marktforschung) acquisition Erwerb m, Akquisition / Die Gesamtheit deijenigen Außendienstaktivitäten eines Unternehmens, die entweder auf die Gewinnung neuer Kunden oder auf Geschäftsabschlüsse mit bisherigen Kunden zielen,

acquisition analysis Erwerbsanalyse / , Kaufanalyse / acquisitory distribution akquisitorische Distribution / Diejenigen Aspekte und Elemente der Distributionspolitik, die durch vorwiegend akquisitorische Gesichtspunkte gekennzeichnet sind, deren Ziel es also ist, Kontakte zu potentiellen Nachfragern herzustellen, Märkte zu erschließen, Absatzkanäle zu finden und bestehende Nachfrage zu erhöhen,

act of purchase Kaufhandlung/, Kaufakt m

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action field action field (of pricing) Aktionsfeld η der Preispolitik

adopter Adopter m, Adopter-Klasse / (Marktforschung)

Die Menge der Freiheitsgrade, d.h. die Handlungsmöglichkeiten oder Aktionsparameter, die in einer gegebenen Situation zur Verfügung stehen,

Ein aus der soziologischen Diffusionsforschung von Everett Μ. Rogers in die Marktforschung zur Erklärung von Innovationsprozessen übertragener Ansatz, der die Verbreitung von Neuerungen und insbesondere von Produktinnovationen im Zeitverlauf als durch eine Reihe von durch personen-, umweit- und produktbedingten Einflußgrößen bestimmt versteht. Die wichtigste personenbedingte Einflußgröße ist dabei die Innovationsfreudigkeit (gemessen als die zeitliche Distanz der Einführung einer Innovation und ihrer endgültigen Akzeptanz), die nach den Untersuchungen von Rogers ungefähr normalverteilt ist.

action program Aktionsprogramm η (Marketing) Das die Durchführung einer Marketingstrategie im einzelnen beschreibende Programm einschließlich seiner Aufgliederung auf die einzelnen Bestandteile des Marketing-Mix.

active price awareness aktive Preiskenntnis / (Konsumforschung/Marktforschung/Marketingplanung) Die effektive Kenntnis tatsächlich geforderter Preise im Gegensatz zur bloßen Fähigkeit, Preise in ihrer Größenordnung richtig einzuschätzen (passive Preiskenntnis),

adaptation-level theory Adaptations-NiveauTheorie / (Psychologie/Marktforschung) Die ursprünglich in der psychologischen Wahmehmungsforschung entwickelte auf H. Helson zurückgehende Theorie, daß Verhaltensreaktionen auf Stimuli durch Anpassung an äußere und innere Kräfte determiniert sind. Sie wird in der Marktpsychologie z.B. zur Erklärung der Erkenntnis verwendet, daß Konsumenten besonders bei einigermaßen bekannten Produkten eine ziemlich kleine Spannweite der Preisbereitschaft zeigen, die in aller Regel durch den jeweils zuletzt bezahlten Preis festgelegt wird, so daß die Annahme naheliegt, es existiere eine Art Urteilsanker oder mittleres Preisempfinden,

adapted product —¥ adaptive product adaptive innovation adaptive Innovation/, Anpassungsinnovation f(Marketing) Eine Innovation, bei der ein bereits existierendes Produkt nur geringfügig geändert wird (z.B. der Markenname, die Verpackung und dergleichen),

adaptive product adaptiertes Produkt n, Produktadaption / add-on Zusatz m, Ergänzungsprodukt η adequacy-importance model AdequacyImportance-Modell η (Marktforschung) Eines der von Konsumentenurteilen ausgehenden Modelle der Produktbewertung, das in der Marktforschung vor allem zur Messung von Produktqualitäten verwendet wird. Da die Ermittlung von Einstellungen mitunter schwierig ist, werden dabei zunächst die tatsächlich wahrgenommenen Produktattribute ermittelt und ihnen dann Wichtigkeitswerte zugeordnet,

ad-hoc salesman Aktionsreisender m In der Verkaufsförderung ein Verkäufer, der als Mitarbeiter von spezialisierten Agenturen oder Dienstleistungsunternehmen von Fall zu Fall bei bestimmten Verkaufsaktionen eingesetzt wird und im Rahmen dieses Einsatzes als zeitweiser Markenartikelreisender fungiert, dessen wesentliche Aufgabe der Verkauf eines Artikels an den Einzelhandel ist.

adoption Adoption/(Marktforschung) Die Annahme einer Innovation (eines neuen Produkts oder einer neuen Dienstleistung) durch eine einzelne Person.

vgl. diffusion adspective market research adspektive Marktforschung/, rekognoszierende Marktforschung/ Die im Gegensatz zur retrospektiven und prospektiven Marktforschung auf die Untersuchung gegenwärtiger Teilmärkte zielende Marktforschung,

advalorem duty Import-Zolltarif m advance canvass Vorausbesuch m (Verkaufsförderung) Das Aufsuchen von Einzelhändlern, um Unterstützung für eine spätere Einzelhandelskampagne zu erhalten. vgl. canvass

advance dating Vordatierung / (Marketing) advance order Vorbestellung/ advance sales pi Vorverkauf m advertised price 1. Grundpreis m, Basispreis m Der in manchen Gewerbezweigen für eine Normalausführung oder Grundausstattung berechnete Preis, dem je nach der Art und Qualität des zusätzlichen Ausstattungszubehörs ein Aufpreis zugeschlagen wird.

2. Listenpreis m Der in einer Preisliste angesetzte Preis für eine Ware oder eine Dienstleistung,

aerosol package Aerosol Verpackung/ Ein Packmittel für unter Druck stehendes Füllgut, das bei Betätigung eines Ventils durch den Druck eines Treibmittels als Sprühnebel, Schaum, Puder, Paste oder Flüssigkeit dosierbar oder nicht dosierbar austritt.

affiliate Zweigfiima f Zweigunternehmen n, Tochterfirma /, Tochtergesellschaft f Tochterunternehmen η affirmative disclosure Offenlegung / negativer Produkteigenschaften (Marketing) Die Offenlegung negativer Eigenschaften Produkten und Dienstleistungen,

von

after-demand —> aftermath demand after-market (after market) Anschlußmarkt m (Marketing)

223 aftermath demand Ersatzbedarf m, Ersatznachfrage /, Erneuerungsnachfrage / (Marketing) Die vor allen Dingen bei längerlebigen Gebrauchsund Investitionsgütern sich infolge der allmählichen Abnutzung des Gutes oder einzelner seiner Teile einstellende Nachfrage, die zusätzlich zum Neubedarf (Erstausstattungs- und Erweiterungsbedarf) eintritt.

aftermath market —» aftermath demand after-sales service —> after-sales support after-sales support Kundendienst m, Nachkaufservice m (Marketing) Die Gesamtheit der mehr oder minder freiwillig, meist unentgeltlich, mitunter aber auch entgeltlich erbrachten Zusatz- und Nebenleistungen, die ein Anbieter den Abnehmern seiner Güter und Leistungen in mittelbaren oder unmittelbaren Zusammenhang mit dem Verkauf der von ihm angebotenen Waren und Dienstleistungen (d.h. während oder nach dem Verkauf) mit dem Ziel erbringt, den Absatz der Hauptleistung zu fördern, den Gebrauchsnutzen der Marktleistung sicherzustellen und Dauerabnehmer für sein Angebot zu gewinnen.

—> after-sales advertising, after-sales service agency Agentur/ Ein selbständiges Unternehmen, das Güter oder Leistungen im Namen und auf Rechnung einer Firma anbietet und verkauft, mit der es einen entsprechenden Vertrag geschlossen hat.

agency agreement Agenturvertrag m Der die rechtlichen Beziehungen zwischen einem Berater oder einer Agentur und seinem/ihrem Klienten regelnde Vertrag. Er hat rechtlich den Charakter eines Vertrags über eine Geschäftsbesorgung, für den als Dienstvertrag zwischen selbständigen Kaufleuten die Bestimmungen des Handelsrechts Uber Handelsvertreter Anwendung finden,

agent 1. Agent m, Bevollmächtigter m, Handelsbeauftragter m Ein Selbständiger, der im Auftrag seiner Kunden geschäftlich oder werblich tätig ist.

2. Makler m, Agent m, Vermittler m, Mittler m, Mittelsmann m, Kommissionär m Ein selbständiger Gewerbetreibender, der für eine Maklerprovision (Maklerlohn, Courtage) ohne ständigen Auftrag für Dritte Verträge vermittelt oder Gelegenheiten zum Vertragsabschluß nachweist,

aggregate preference gehäufte Präferenz / (Wirtschaftslehre/Marktpsychologießdarketing) Das Vorliegen ausgeprägter Präferenzhäufungen, die natürliche Marktsegmente darstellen,

agricultural marketing Agrarmarketing η

analogue method style-Segmentierung /, Lebensstil-Segmentation / CMarktforschung/Mediaforschung) Die Segmentation anhand einer Vielzahl psychographischer Konsumenteneigenschaften, wobei die Aktivitäten (activities), Interessen (interests) und Meinungen (opinions) als konstituierende Elemente des Lebensstils (life style) eine wichtige Rolle spielen.

AIOV segmentation —> AIO segmentation aisle table Verkaufstisch m im Mittelgang (eines Warenhauses) (Marketing) allocation 1. Allokation/, Anweisung/, Aufteilung /, Verteilung /, Zuweisung /, Zuteilung / (von Mitteln für bestimmte Marketingaufgaben) Die Aufteilung des Marketingbudgets auf die einzelnen Posten, Aufgaben, Abteilungen, Werbeträger etc.

2. Warenzuteilung f (Verkaufsförderung) allowance Nachlaß m, Ermäßigung /, Sondernachlaß m, Rabatt m (Marketing) all-you-can-afford budgeting —> all-you-canafford method all-you-can-afford method finanzmittelbezogene Budgetierung /, All-you-can-afford-Methode/ Eine Methode der Budgetierung, bei der die Höhe des Budgets durch die verfügbaren Geldmittel festgelegt wird. Für die als erforderlich angesehenen Marketingausgaben werden so viele Mittel aufgebracht, wie dem Unternehmen dafür zur Verfügung stehen.

ambivalence Ambivalenz / (Psychologie/ Marktpsychologie/Marktforschung ) Ein aus der Psychologie in die Marktforschung übernommener Terminus zur Kennzeichnung doppelwertiger, in entgegengensetzte Richtungen weisender, also teils positiver (Appetenz), teils negativer Einstellungskomponenten (Aversion) gegenüber einem Einstellungsobjekt.

Amoroso-Robinson equation AmorosoRobinson-Relation /, Amoroso-Robinson-Gleichung / (Marketing) Eine von Luigi Amoroso und Joan Robinson entwickelte Gleichung zwischen Grenzausgabe und direkter Preiselastizität der Nachfrage (d.h. die Zu- oder Abnahme der mengenmäßigen Nachfrage nach einem Gut bei Änderung des Preises um eine infinitesimale Einheit),

amortization Amortisation/, Amortisierung/ analog method —» analogue method analogous colors (brit colours) pi (Druck/Photographie)

Die Entwicklung und Anwendung marktorientierter Gesamtstrategien für die Absätzmärkte der Landwirtschaft.

analogue method (of store site determination) Analog-Methode / (der Standortwahl), Analogiemethode/(der Standortwahl)

AIO Abk activities, interest, and opinions -»life style AIO segmentation AIO-Segementation /, Life-

In der betrieblichen Standorttheorie ein Verfahren der Suche und Bewertung von Standorten, das konkrete Standortentscheidungen in Analogie zu bereits früher getroffenen Standortentscheidungen trifft.

analysis of buyer flow

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analysis of buyer flow Käuferwanderungsanalyse f (Marktforschung)

Anlaß eines Finnenjubiläums, Jubiläumsverkauf m (Marketing)

Sammelbezeichnung für zwei verschiedene Ansätze bei der Auswertung von Panels zur Analyse des Konsumentenverhaltens und seiner Veränderungen im Zeitverlauf,

Eine Sonderveranstaltung des Handels, die in der Regel zulässig ist, wenn sie nach mindestens 25jährigem Bestehen eines Geschäfts im selben Geschäftszweig stattfindet,

analysis of household supply Bedarfsdeckungsanalyse /, Analyse / des HaushaltsAusstattungsgrads (Marktforschung)

annual discount Jahresrabatt m, Jahresnachlaß m, Jahresbonus m (Marketing/Konditionenpolitik)

Eine vorwiegend mit Hilfe der Panelmethode durchgeführte Ex-post-Untersuchung, die durch Befragung einer Stichprobe von privaten Haushalten zu ermitteln trachtet, in welchem Umfang diese ihren Bedarf an einem bestimmten Produkt über einen festgelegten Zeitraum hinweg abgedeckt haben,

Ein Preisnachlaß für einen Werbungtreibenden, der das ganze Jahr Uber mindestens einmal wöchentlich inseriert bzw. Werbesendungen hat ausstrahlen lassen.

analytic hierarchy process (ΑΗΡ) analytischer Hierarchieprozeß m Ein Drei-Stufen-Prozeß der Ressourcenallokation.

anchor fig Orientierungspunkt m, -prinzip n, Bezugsrahmen m (für Konsumenten) (Marktforschung/Marketing ) Ein bewußter oder unbewußter Grundsatz, an dem Konsumenten ihre Kaufentscheidungen orientieren (etwa das Vorherrschen der Vorstellung, daß niedrige Preise mit schlechter Qualität einhergehen). Ihre Kenntnis ist wichtig fur Werbungtreibende, damit sie daran ihre Werbestrategie orientieren können.

anchor store Absatzmagnet m Ein großes und wohlbekanntes Einzelhandelsgeschäft, das Käufer in ein Einkaufszentrum zieht.

anchor tenant —> anchor store ancillary covenant Kartellabsprache /, wettbewerksbeschränkende Nebenabsprache/ ancillary restraint —» ancillary covenant ancillary service Zusatzservice m, Kulanz /, zusätzliche Dienstleistung / (Marketing) Die Gesamtheit der Zusatz- und Nebenleistungen, die ein Anbieter den Abnehmern seiner Güter und Leistungen in mittelbaren oder unmittelbaren Zusammenhang mit dem Verkauf der von ihm angebotenen Waren und Dienstleistungen (d.h. während oder nach dem Verkauf) mit dem Ziel erbringt, den Absatz der Hauptleistung zu fordern, den Gebrauchsnutzen der Marktleistung sicherzustellen und Dauerabnehmer für sein Angebot zu gewinnen. Es handelt sich dabei vor allem um kaufmännische Kundendienstleistungen.

anglemeter test Anglemeter-Test m (Werbeforschung) Ein Packungstest oder allgemein ein Produkttest für Gegenstände, die von den Verbrauchern vielfach nur von einer Schräg- oder Winkelposition wahrgenommen werden und bei dem daher bei allmählicher Drehung des Objekts (der Verpackung, des Plakats usw.) zu ermitteln versucht wird, in welchem Winkel es noch deutlich erkannt wird,

anniversary sale Sonderangebotsverkauf m aus

annual sales Jahresabsatz m, Jahresumsatz m (Wirtschaftslehre/Betriebswirtschaft) —> annual sales volume annual sales plan Jahresabsatzplan m (Marketing) In der betrieblichen Absatzplanung der aus dem Generalabsatzplan (der die langfristigen Zielsetzungen des Unternehmens festlegt) abgeleitete Plan der in einem Haushaltsjahr in bezug auf Absatzinstrumente und Informationsbeschaffung zu erledigenden Aktivitäten.

annual sales premium Jahres-Umsatz-Prämie /, Jahresumsatz-Bonus m Eine Sonderprämie, die Verkäufern oder Vertretern gewährt wird, wenn die durch ihre Tätigkeit innerhalb eines Jahres bewirkten Umsätze ein bestimmtes Volumen Uberschreiten,

annual sales volume Jahresabsatzvolumen η, jährliches Absatzvolumen η, Volumen η des Jahresabsatzes, Jahresumsatzvolumen n, jährliches Umsatzvolumen n, Volumen η des Jahresumsatzes Die Gesamtmenge der von einem Anbieter innerhalb eines Jahres gegen Entgelt veräußerten Güter bzw. Dienstleistungen bzw. deren Gesamtwert,

anonymous product test anonymer Produkttest m (Marktforschung) Ein Produkttest, der so angelegt ist, die die Testpersonen die Marke des Artikels, der getestet wird, nicht erkennen können. Zweck des Tests ist es, Informationen über die Eigenschaften, die Beurteilung, Bewertung und Akzeptanz des Produkts durch die Konsumenten unabhängig von den Ausstrahlungseffekten der Marke zu gewinnen.

AnsofFs matrix of marketing strategies Ansoffsche Matrix / der Marketingstrategien Eine von Igor Ansoff 1965 entwickelte Vierfeldertafel der grundlegenden Marketingstrategie-Alternativen eines Unternehmens, nämlich der Marktdurchdringung, der Marktentwicklung, der Produktentwicklung, der Diversifikation,

anticipation eigentl Erwartung/ Preis m einschließlich Inflationszuschlag (Marketing) Eine Form der Preissetzung, bei der eine laufende Anpassung an die Geldentwertung vertraglich vereinbart wird.

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anti-marketing Antimarketing η Die Gesamtheit der marketingähnlichen Kommunikationsstrategien gegen sozial schädliche Güter und Verhaltensweisen wie z.B. Kampagnen gegen Drogenmißbrauch.

antitrust law Kartellgesetz η antitrust legislation Kartellrecht η Die gesetzlichen Bestimmungen, nach denen Kartelle grundsätzlich verboten sind, wenn sie geeignet sind, die Erzeugung oder die Marktverhältnisse für den Verkehr mit Waren oder gewerblichen Leistungen spürbar zu beeinflussen.

apparel industry Bekleidungsindustrie / appointed dealer Vertragshändler m Ein Absatzmittler, der beim Vertrieb von Vertragswaren im Rahmen von Absatzbindungen im eigenen Namen und auf eigene Rechnung Abschlüsse tätigt, auf Dauer für einen Hersteller tätig und in dessen Vertriebsorganisation eingegliedert ist, hat im Unterschied zu Handelsvertretern oder Kommissionsagenten den juristischen Status eines Vertragshändlers.

appointed dealer system Vertragshändlersystem η Der Einsatz von Absatzmittlern, die beim Vertrieb von Vertragswaren im Rahmen von Absatzbindungen im eigenen Namen und auf eigene Rechnung Abschlüsse tätigen, auf Dauer für einen Hersteller tätig und in dessen Vertriebsorganisation eingegliedert sind.

approval sale Probekauf m, Kauf m auf Probe arbitrage Arbitrage/, Schlichtung/ arbitrage pricing theory (APT) ArbitragePreisbildungs-Theorie / Eine Preisbildungstheorie, derzufolge der erwartete Erlös für einen Vermögenswert durch die Formel E a = E 0 + (Ε , - E 0 )„u34" al + (E p2 E 0 )„u34" a2 + ... + E pk - E 0 )„u34" ak gegeben ist. Darin bedeuten E a = der erwartete Erlös des Vermögenswerts a, E 0 = der erwartete Erlös eines risikofreien Vermögenswerts, „u34" al ... , ^ 3 4 " ^ = die Beta-Koeffizienten für jeden der k Faktoren und Epj ... E pk = die erwarteten Erlöse der Sicherheitsbestände, die einen Beta-Koeffizienten von 1 haben, wenn sie auf den k-ten Faktor und und einen BetaWert von 0 auf alle anderen Faktoren bezogen werden.

arbitrary mark Phantasiename m, willkürlich gewählter Markenname m, Phantasie-Markenzeichen η Ein werbewirksam eingängiges Kurzwort, das wiewohl es in keinerlei Zusammenhang mit dem Produkt steht - als Markenname gewählt wird (z.B. UHU).

—> coined word arbitrary method „über den Daumen gepeilte"

ASSESSOR model Festsetzung/des Werbeetats, intuitive Etatfestsetzung/, gewillkürte Etatfestsetzung/ Ein Budgetierungsansatz, bei dem sich die Festlegung der Höhe des Budgets ohne alle Berechnung aufgrund dessen ergibt, was erforderlich oder vertretbar erscheint, um die angestrebten Ziele zu erreichen.

arcade shopping center Einkaufspassage /, Arkaden-Einkaufszentrum η, überdachtes Einkaufszentrum m area allocation Aufteilung / des Etats auf einzelne geographische Gebiete —> area-by-area allocation area-by-area allocation (ABA, A.B.A.) gebietsweise Etataufteilung /, Aufteilung / des Marketingetats nach Werbegebieten (Werbeplanung) Die meist an vergangenen oder potentiellen Verkaufsquoten orientierte Aufteilung des Budgets nach geographischen Gebietseinheiten,

arrangement Anordnung /, Gliederung /, Aufbau m, Einteilung /, Arrangement n, Bearbeitung/ arrears pl Rückstand m, Rückstände m/pl, Verzug m, säumige Abonnenten m/pl (Zeitung/Zeitschrift) to be in arrears: in Verzug sein article Artikel m Eine Gruppe von Sorten (= kleinste, nicht weiter teilbare Einheit eines Sortiments) mit einheitlichem Warencharakter, die sich nur durch quantitative oder qualitative Merkmale wie z.B. Größe, Menge, Farbe oder Form voneinander unterscheiden,

artificial obsolescence —» planned obsolescence artificial USP künstlicher USP m, konstruierter USP m (Marketing/Werbeforschung) Nach Rosser Reeves ist zwischen einem natürlichen und einem konstruierten USP zu differenzieren. Ein künstlicher USP ist ein Anspruch, der aus dem Produkt selbst, seiner Beschaffenheit oder seiner Herstellungsweise nicht ableitbar ist, der ihm folglich durch Werbung erst zugeschrieben wird,

aspiration level Anspruchsniveau η (Psychologie/Marktpsychologie ) Der Bezugsrahmen, innerhalb dessen ein Individuum nach Kurt Lewin seine eigenen Leistungen bewertet und innerhalb dessen sich auch seine eigenen Leistungserwartungen bewegen.

ASSESSOR model ASSESSOR-Modellkomplex m (Marktforschung) Ein 1978 von Alvin J. Silk und Glen L. Urban vorgestelltes, zweigleisiges Modell, mit dessen Hilfe Markterfolgsprognosen über den langfristigen Marktanteil eines neuen Produkts auf der Grundlage von Kaufdaten, die im Labortest ermittelt wurden und zugleich auf der Grundlage von Befragungsergebnissen über Käuferpräferenzen erstellt werden, möglich sind.

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assimiliation process assimiliation process Assimilationsprozeß m (Marketing) Die im Bereich der Absatzwirtschaft bestehende Tendenz zur Angleichung von Angeboten und Leistungen, nachdem Innovatoren ihre ursprüngliche Dynamik verloren haben und die Käufer weniger risikofreudig geworden sind,

associated buying office assoziierte Einkaufszentrale /, Gemeinschafts-Einkaufszentrale /, Einkaufsgemeinschaft /, Einkaufsgenossenschaft / Die Einkaufszentrale einer Genossenschaft, zu der sich eine Reihe von Einzelhandelsuntemehmen zusammengeschlossen haben, um durch den Zusammenschluß in den Genuß der günstigeren Konditionen für Großeinkäufer beim Einkauf von Waren zu gelangen.

association marketing Verbandsmarketing η Die Marketingaktivitäten, die Verbände als Teil des Sozio-Marketing zur Erfüllung ihrer Aufgaben wahrnehmen,

association trademark Verbandszeichen η Ein Warenzeichen, das von einem rechtsfähigen Verband mit gewerblichem Verbandszweck zur Kennzeichnung von Waren aus den Geschäftsunternehmen ihrer Mitglieder angemeldet wird,

assortment Sortiment n, Warensortiment η (Einzelhandel/Großhandel) Die Gesamtheit aller Waren, Warenarten und Warengruppen, die Gegenstand des Angebots eines Handelsbetriebs sind,

assortment analysis Sortimentsanalyse (Einzelhandel/Großhandel)

/

Die als Vorstufe der in allen Handelsunternehmen erforderlichen Sortimentsbereinigung als Grundlage einer gezielten Sortimentspolitik durchgeführte Bestandsaufnahme und -bewertung des Sortiments,

assortment display window Stapelfenster η, Massenfenster η (POP-Werbung) Ein Schaufenster, das die Präsentation eines vollständigen Sortimentssegments eines Geschäfts darstellt und eine große Warenfülle zeigt,

assortment of samples Musterkollektion/ Die Gesamtheit der Waren, die ein Anbieter zu verkaufen beabsichtigt und in Form von Einzelstücken präsentiert, um potentiellen Käufern die Möglichkeit zu geben, sich ein Bild von der Warenbeschaffenheit und -ausstattung zu verschaffen,

atomistic competition atomistische Konkurrenz/ Die auf einem vollkommenen Markt herrschende polypolistische Konkurrenz, bei der die Kreuzpreiselastizität (d.h. der Triffinsche Koeffizient) unendlich ist.

attitude share of market etwa Einstellungsmarktanteil m (eines Produkts) (Marktforschung) Der Marktanteil, den Konsumenten einer Marke unter den in einer Studie umrissenen Konkurrenz-

bedingungen aufgrund ihrer bloßen Einstellung zum Produkt geben würden,

attribution Attribution/, Attribuierung/, Attributionsprozesse m/pl (empirische Sozialforschung/Marktforschung/Marketing) In der Sozialpsychologie der Vorgang, durch den insbesondere in Anfangsphasen sozialer Interaktion und dem sie kennzeichnenden Mangel an Transparenz der Ziele und Absichten des Interaktionspartners und damit auch der Folgen gemeinsamer Aktionen die so bestehende Intransparenz und Unsicherheit durch Zuschreibung von Ursachen für das eigene Verhalten und das Verhalten der Interaktionspartner reduziert wird,

auction Auktion/, Versteigerung/ Eine öffentlich angekündigte Marktveranstaltung, bei der nichtfungible Waren, Produkte oder Güter in einem Bieteverfahren an denjenigen verkauft werden, der den höchsten Preis dafür bezahlt,

auction sale —» auction audit Bestandsaufnahme /, Revision /, Prüfung /, Buchprüfung/, Rechnungsprüfung/, Rechenschaftslegung /, Überprüfung / des Gesamtbestands Die Planung und Organisation der Verfügbarkeit von Waren und Artikeln zu bestimmten Terminen und festgelegten Lagerorten mit dem Ziel, ihre Lieferbereitschaft zu möglichst niedrigen Kosten und ohne mehr als unbedingt notwendige Kapitalbindung zu erreichen,

to audit v/t (überprüfen, buchprüfen, Revision machen, Auflagenprüfung, Auflagenkontrolle durchführen, vornehmen audited sales pl überprüfte Verkäufe m/pl, überprüfter Absatz m, überprüfter Umsatz m auditing Durchführung / einer Auflagenüberprüfung, von Auflagenüberprüfungen, Auflagenkontrolle / (Zeitung/Zeitschrift) auditor Prüfer m, Revisor m, Kontrolleur m, jemand m, der eine Überprüfung vornimmt augmented product etwa erweitertes Produkt η Zusatznutzen m Die zusätzlich zu den rein physischen Merkmalen bestehenden Produktnutzenaspekte wie Kundendienst, Garantieleistungen oder Markenimage etc.

automatic selling —> automatic vending automatic vending Automatengeschäft η, Automatenverkauf m, automatischer Verkauf ra, Automatenvertrieb m 1. Ein Typ des Einzelhandelsbetriebs, in dem die Mehrzahl der Waren des Sortiments durch Warenautomaten verkauft wird. 2. Der Vertrieb von Waren mit Hilfe von Verkaufsund Warenautomaten an Sammel- und Wartestellen (wie Bahnhöfen, Gaststätten, Kantinen).

auxiliary goods pl Hilfs- und Betriebsstoffe m/pl Gewerbliche Verbrauchsgüter, die beim Produküonsprozeß verbraucht werden, indem sie unverän-

227 dert, bearbeitet oder verarbeitet zur Herstellung von anderen Gütern verwendet werden und in diese direkt oder indirekt eingehen (Rohstoffe, Vorprodukte, Einbauteile oder Einbauaggregate) oder zu deren Produktion verbraucht werden (Hilfsstoffe, Betriebsstoffe, Schmierstoffe wie z.B. Heizöl, Kohle, elektrische Energie),

average consumption durchschnittlicher Konsum m, Durchschnittskonsum m, Durchschnittsverbrauch m average costs pl durchschnittliche Kosten pl, Durchschnittskosten pl average cost pricing DurchschnittskostenPreisbildung/ average propensity to consume durchschnittliche Konsumneigung/ —» propensity to consume average revenue durchschnittliche Einnahmen f/pl, Durchschnittseinnahmen f/pl

awareness rate aversion Aversion / chologie)

(Psychologie/Marktpsy-

In der Psychologie die von einem Objekt oder Ziel weg gerichtete Abwendungsbewegung oder Verhaltenstendenz, die in der lempsychologisch orientierten Konsum- und Motivforschung als die von einem Produkt ausgehende Abstoßungskraft angesehen wird.

awareness Bekanntheit/, Bewußtheit/, Awareness / (Marktforschung/Mediaforschung/Werbeforschung) Der Anteil (Prozentsatz) der Personen einer Zielgruppe, die eine Marke, ein Produkt, eine Werbebotschaft, ein Werbemittel oder einen Werbeträger kennen.

awareness rate Bekanntheitsgrad m, Bewußtheitsgrad m (Marktforschung/Mediaforschung/ Werbeforschung)

Β backdoor sales pi eigentl Verkauf m durch die Hintertür Verkauf m von Großhändlern an Einzelkunden, Verkauf m „unter der Hand" Die Praxis von Großhandelsunternehmen, Waren unter der Hand auch an Endverbraucher zu verkaufen.

back freight Rückfracht / back order unerledigter Auftrag m back orders pl Auftragsrückstand m backroom Lagerraum m (eines Geschäfts) badge Abzeichen n, Namensschild η Ein Abzeichen, das an der Kleidung getragen wird,

badwill Badwill m (Marketing) Die durch forcierte, aber im übrigen erfolglose Anstrengungen ausgelösten negativen Assoziationen von Zielpersonen mit einem Produkt oder dem dieses Produkt herstellenden Unternehmen.

vgl. goodwill bag Tüte/, Beutel m (Verpackung) Beutel sind flexible vollflächige, raumbildende Packmittel meist unter 2700 cm 2 Fläche (Länge χ Breite + ggf. Faltenbreite),

bag staffer —> stuffer 2. bait Köder m, Lockartikel m, billiges Lockangebot η Eine Ware, die sehr billig angeboten wird, um Kunden anzulocken,

balanced 1. adj ausgewogen, ausgeglichen 2. adj (Waren) zusammen ausgestellt und angepriesen, aber getrennt verkauft balanced stock ausgewogener Lagerbestand m, ausgewogenes Warensortiment η balance of payments Zahlungsbilanz/, statistische Zahlungsbilanz / (Wirtschaftslehre) Der Internationale Währungsfonds (IWF) definiert Zahlungsbilanz als die „systematische Aufzeichnung aller ökonomischen Transaktionen zwischen Inländern und Ausländern in einer Volkswirtschaft",

balance-of-payment theory Zahlungsbilanztheorie/ Eine Theorie über den Zusammenhang zwischen Zahlungsbilanz und Wechselkurs,

balance of trade Handelsbilanz / , Leistungsbilanz/ Der Gesamtumfang von Warenhandel, Dienstleistungen und Übertragungen. Er enthält die Güterbewegungen als Kern der internationalen Transaktionen und zeigt an, wie sich die Forderungs- bzw. Verschuldungsposition eines Landes netto gegenüber dem Ausland insgesamt verändert hat.

banded pack —» package band premium banded premium —> package band premium banderole Banderole/, Inschriftenband η

bandwagon effect Mitläuferelfekt m, Bandwagoneffekt m (Kommunikationsforschung/ Marktforschung) Ein neben dem sog. Snobeffekt, dem Giffeneffekt und dem Vebleneffekt zu den externen Konsumeffekten (Nachfrageeffekten) zu zählender Effekt, der darin besteht, daß ein Wirtschaftssubjekt ein Gut bei gegebenem Preis mehr oder auch weniger aus keinem anderem Grunde nachfragt als dem, daß andere Wirtschaftssubjekte ebenfalls mehr oder auch weniger nach diesem Gut nachfragen,

bank marketing Bank(en)marketing η Die Gesamtheit der Bestrebungen einer Bank, bestimmte Kunden zu gewinnen, die Geschäftsbeziehungen auf Dauer aufrecht zu erhalten (strategische Funktion) und die Kunden je nach Wechsel der Geschäftssituation zu einer Anpassung eines Verhaltens zu bewegen, die den spezifischen Zielsetzungen der Bank entspricht (taktische Funktion),

bargain basement —» bargain basement store bargain basement store eigentl Sonderangebotskeller m Sonderangebotsverkaufsplatz m, Verkaufsfläc h e / f ü r Sonderangebote (POP-Werbung) Ein Platz in einem Laden, an dem Sonderangebote verkauft werden,

bargain-basement adj herabgesetzt, Tiefst-, Sonderangebots-(Preis) —» bargain-counter bargain counter Verkaufstresen m, Verkaufstisch m für Sonderangebote (POP-Werbung) bargain-counter —> bargain-basement bargain offer Sonderangebot η (Marketing) —> bargain sale bargain price Sonderangebotspreis m, herabgesetzter Preis m (Marketing) bargain sale Sonderangebotsverkauf m (Marketing) Der Verkauf von Sonderangeboten von Waren zu einem deutlich reduzierten Preis,

bargain sales counter Sonderangebotstisch m (POP-Werbung) bargain sales policy Sonderangebotspolitik/ bargain sales strategy Sonderangebotsstrategie / (Marketing) bargain store Kleinpreisgeschäft η, Juniorwarenhaus η Eine Betriebsform des Einzelhandels, die historisch aus den in der Zeit vor dem 1. Weltkrieg bestehenden Einheitspreisgeschäften entstand, die nur sehr wenige Waren sehr niedriger Preisstufen führten. Ihr Sortiment war breit und flach und faßte vorwiegend geringwertige Waren des täglichen Bedarfs,

barometric price leadership barometrische

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Preisfiihrung/, dominierende Preisführerschaft / (Wirtschaftslehre/Wettbewerbstheorie) Eine absatz- und preispolitische Marktkonstellation, die dadurch charakterisiert ist, daß ein einziges von mehreren konkurrierenden Unternehmen den Zeitpunkt und den Umfang von Preisänderungen für die von den verschiedenen Unternehmen angebotenen Güter bestimmt, barrel F a ß η (Verpackung) Ein bauchiges oder zylindrisches, rollbares Packmittel. b a r r i e r to competition Wettbewerbsbeschränkung/ barrier to e n t r y Markteintrittsbeschränkung / , Marktzutrittsbeschränkung / Eintrittsbeschränkung/ b a r t e r Tauschgeschäft η, Tauschhandel m, Gegengeschäft n, Tausch m, Naturaltausch m Im allgemeinsten Sinn eine Zahlungsform, bei der ein Lieferant für seine Absatzleistung nicht Geld, sondern gleichfalls Güter, Dienste oder Rechte erhält - eine moderne Variante des Naturaltauschs. b a r t e r business G e g e n g e s c h ä f t η Die Vereinbarung zwischen zwei Geschäftspartnern, einem Auftraggeber und einem Auftragnehmer, nach der eine Leistung oder eine Ware nicht mit Geld, sondern mit einer Gegenleistung oder -ware bezahlt wird. barter business transaction —¥ barter business barter transaction —> barter business base-line i n v o l v e m e n t Grundinteresse η, Minimalinteresse η (Marketing/Werbung) Das grundsätzliche, auch ohne alle Marketingmaßnahmen und Werbung vorhandenes Interesse an einer Ware, einer Dienstleistung oder einer Angelegenheit. vgl. attained involvement b a s e m e n t store —> bargain b a s e m e n t store b a s e price Grundpreis m, Preis m o h n e Rabatte, Basispreis m Der in manchen Gewerbezweigen für eine Normalausführung oder Grundausstattung berechnete Preis, dem je nach der Art und Qualität des zusätzlichen Ausstattungszubehörs ein Aufpreis zugeschlagen wird. basic a s s o r t m e n t Basissortiment η Diejenigen Waren bzw. Warenkategorien, die ein Einzelhandelsunternehmen ständig oder zumindestens während der gesamten Saison führt, basic d e m a n d Grundbedarf m (Wirtschaftslehre/Marktpsychologie ) Der zur Deckung existenzieller Lebensnotwendigkeiten dienende Bedarf im Gegensatz zum Zusatzbedarf, zu dem die Dinge zu zählen sind, die ihrem Charakter nach eher angenehme Zutaten darstellen. —» primary d e m a n d basic low stock Minimalbestand m, m i n i m a l e r Grundbestand m —» basic assortment

behaviorism

basic n e e d —» p r i m a r y n e e d basic p a c k a g e E i n z e l p a c k u n g / , G r u n d p a c k u n g f (Verpackung) Eine einzelne, im allgemeinen kleinste Packungseinheit. basic price Grundpreis m, Listenpreis m —> advertised price basic p r o d u c t G r u n d w a r e / Vielfach wird im Marketing zwischen Grundwaren und Folgewaren unterschieden. Die Nachfrage nach einer Folgeware ist zwangsläufig oder fakultativ mit der Nachfrage nach Grundwaren verbunden, während umgekehrt durch die Nachfrage nach einer Grundware zwangsläufig oder fakultativ die Nachfrage, und damit auch die Ausgaben, für die Folgewaren festgelegt sind, basis panel Basispanel η (Marktforschung) Ein Panel, mit dessen Hilfe die Veränderungen der Absatzsituation für eine Warengruppe durch Erfassung von Daten über ihren Verkauf, über Lagerhaltung und Vertrieb der zu ihr gehörenden Einzelmarken nach geographischen Gebieten oder Verkaufsbezirken, nach verschiedenen Handelsorganisationsformen usw. ermittelt werden soll, basic utility G r u n d n u t z e n m Der durch die technisch-funktionale Seite eines Produkts, die Produktqualität, gestiftete Nutzen für den Nachfrager, basing point Lieferort m basing-point pricing F r a c h t b a s i s - P r e i s p o l i t i k / , Frachtbasis-Preissystem n, Preispolitik / der Frachtparitäten, P r e i s s e t z u n g / a u f der Basis von Frachtparitäten Eine Variante der Lieferpreissetzung, bei der im Lieferpreis die Frachtkosten von einem Lieferort (basing point) aus enthalten sind. B a y e s i a n analysis B a y e s - A n a l y s e / B a y e s s c h e Analyse / ( T h o m a s B a y e s ) (Statistik) Der auf das Bayes-Theorem rekurrierende Ansatz für Entscheidungen unter Risiko (Ungewißheit), d.h. unter Zuschreibung subjektiver Wahrscheinlichkeiten (im Gegensatz zum Rückgriff auf Wahrscheinlichkeiten auf der Basis von relativen Häufigkeiten). vgl. risk analysis B a y e s i a n decision t h e o r y B a y e s ' s c h e Entscheidungstheorie / B a y e s i a n statistics pi (als sg konstruiert) B.D. Abk b r a n d d e v e l o p m e n t B.D.I. ( B D I ) Abk brand d e v e l o p m e n t index behavioral r e s e a r c h (brit b e h a v i o u r a l research) Verhaltensforschung / ( P s y c h o l o g i e ) b e h a v i o r i s m (brit b e h a v i o u r i s m ) Behaviorism u s m (Psychologie/empirische Sozialforschung/Marktforschung ) Die von John B. Watson begründete Richtung in der Psychologie, die sich auf die Analyse des manifesten, beobachtbaren menschlichen Verhaltens beschränkt und sich dabei vorwiegend des Reiz-Reaktions-Schemas (S-R-Modell, Black-Box-Modell)

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bell cow bedient, folglich alle Versuche der Erklärung menschlichen Verhaltens mit Hilfe von Analysemethoden des Verstehens oder der Introspektion für wissenschaftlich ohne Aussagekraft erklärt und auch Begriffe wie Bewußtsein, Wille, Fühlen, Denken als vorwissenschaftlich verwirft,

bell cow sl etwa Leithammel m, eigentl Leitkuh f (Marketing) Ein Produkt, das hohe Gewinne bringt oder verspricht.

below-the-line cost Kosten pl, die „unter dem Strich" anfallen, laufende Kosten pl Personalkosten, Mieten, Pacht, Steuern, Versicherungen u.dgl.

benchmark eigentl trigonometrischer Punkt m, Abrißpunkt m, Nivellierungszeichen η (an der Meßlatte) (Vermessungswesen) fig Orientierungsgröße / , Bezugspunkt m, Maßstab m, Maßstabgröße / , Richtgröße / Richtwert m benchmark study Orientierungsstudie / (Marktforschung ) Eine Studie, die Orientierangsgrößen, Bezugswerte ermittelt.

benefit bundle Nutzenbündel η, Vorteilsbündel η (Marktforschung) benefit segmentation Nutzensegmentierung / , Nutzensegmentation / (Marktforschung) Ein Verfahren der Marktsegmentation, in dessen Mittelpunkt die Frage nach marktspezifischen Problemsituationen, in denen die Konsumenten nach ganz speziellen Produktvorteilen suchen, und die Bemühung steht, diese Nutzenerwartungen möglichst differenziert zu erfassen und zu bündeln.

BERI-Index BERI-Index m (Business Environment Risk Index) Im internationalen Marketing ein auf den Einschätzungen von Experten in verschiedenen Weltregionen beruhender Risikoindex für die soziopolitische und ökonomische Anfälligkeit einzelner Länder,

bid Angebot n, Lieferangebot n, Kaufangebot n, Kostenvoranschlag m, Kostenangebot n, Ausschreibung/ Die schriftlich oder mündlich formulierte Einladung einer Partei an eine andere zum Vertragsabschluß in der Weise, daß möglichst alle Elemente des endgültigen Vertrags in der Einladung enthalten sind und somit der Vertrag durch die Zusage der anderen Partei zustandekommt,

to bid v/i Angebot machen, Lieferangebot machen, Kaufangebot machen, Kostenvoranschlag vorlegen bill 1. Schein m, Bescheinigung/, Bestätigung/ 2. Rechnung/ 3. Karte/, Liste/, Aufstellung/ to bill 1. v/t in eine Liste eintragen, aufnehmen 2. v/t eine Rechnung schicken, eine Rechnung ausfertigen

billed cost Rechnungspreis m Der Preis, der auf der Rechnung des Verkäufers angeführt ist, also der Verkaufspreis ohne Berücksichtigung von Skonto, aber nach Abzug von Funktionsrabatten.

billing Ausstellung / Zustellung / einer Rechnung, Rechnungsstellung/ bill of delivery Lieferschein m bill of lading Frachtbrief m, Konnossement η, Seefrachtbrief m bill of materials Stückliste/ bionics pl als sg konstruiert Bionik / Eine Kreativitätstechnik, bei der systematisch Analogien aus dem Bereich der Natur angewendet werden. Spezifischer bei Innovationsprozessen eine Variante der Synektik (synectics), bei der zur Lösung von technischen bzw. menschlich-technischen oder gestalterischen Problemen Analogien zur Biologie gezogen werden,

black-box model Black-Box-Modell η (Psychologie/Marktforschung ) Der Erklärungsansatz des behavioristischen S-RModells (Stimulus-Reaktions-Modell) zur Analyse von Verhalten wie z.B. Konsumentenverhalten. Die inneren Vorgänge, die bei den sich verhaltenden Individuen zwischen den auslösenden Faktoren und dem ausgelösten Verhalten stattfinden, werden danach als nicht erklärbar betrachtet oder gelten für nicht erklärungsbedürftig,

black market schwarzer Markt m Im Gegensatz zum grauen Markt ein illegaler Markt, der eine typische Erscheinung von Notzeiten der Bewirtschaftung und Kontingentierung ist.

blank dummy unbedruckte Warenauslage / , anonyme Warenauslage / nicht-markierte Warenauslage / , Attrappe/ Eine Warenauslage, die aus einer als Attrappe dienenden Leerpackung besteht,

blanket brand Vorratsmarke / , Vorratszeichen η Ein Warenzeichen, das sein Inhaber vorsorglich für künftige Verwendung eingetragen hat, um es sofort einsetzen zu können, wenn er ein neues Produkt auf den Markt bringen will,

blanket order Blankoauftrag m, Blankobestellung/ blanket price Einheitspreis m, Gesamtpreis m, Pauschalpreis m blanket rate —> blanket price blind dummy Blindmuster η Eine als Attrappe dienende Leerpackung,

blind offer verstecktes Angebot η (in einem Werbeträger) Versteckte Angebote werden in Werbetests häufig auch als Mittel zur Messung der Aufmerksamkeit oder des Interesses von Lesem verwendet,

blind product test anonymer Warentest m,

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boutique store

anonymer Produkttest m (Marktforschung/Werbeforschung)

bonus goods pl Naturalrabatt m, Draufgabe / (Marketing)

1. Ein Test, bei dem Versuchspersonen gebeten werden, eine oder mehrere Waren zu beurteilen, ohne daß ihnen der Markenname bekanntgegeben wird. Zweck des Tests ist es, Informationen über die Eigenschaften, die Beurteilung, Bewertung und Akzeptanz des Produkts durch die Konsumenten unabhängig von den Ausstrahlungseffekten der Marke zu gewinnen. 2. Ein Test, bei dem ein Produkt gezeigt wird, dessen Markenname jedoch verdeckt ist. Derartie anonymisierte Produkte werden in der Markt- und Werbeforschung vorwiegend zur Prüfung der Werbeerinnerung verwendet.

Eine Form des Warenrabatts, bei der ein Käufer zusätzlich zu den gekauften Waren weitere Wareneinheiten) gratis erhält. Es handelt sich grundsätzlich um einen in Form von Waren oder Leistungen, nicht jedoch in Geld, gewährten Rabatt,

blind test anonymer Test m, Blindtest m, Blindversuch m (empirische Sozialforschung/Marktforschung) Eine experimentelle Versuchsanlage, die ursprünglich in der medizinischen Forschung zur Überprüfung der Wirksamkeit von Medikamenten (auch unter Verwendung von Placebos) entwickelt und dann in Psychologie, Sozial- und Marktforschung angewendet wurde. Dabei sind entweder die Versuchspersonen oder der Versuchsleiter, im Regelfall jedoch die Versuchspersonen, über die Variablen des Versuchs nicht informiert.

blockbuster eigentl große Fliegerbombe / (im 2. Weltkrieg) außergewöhnlicher Verkaufs- oder Werbeerfolg m, Werbung/, die wie eine Bombe einschlägt blue chip eigentl blaue Spielmarke / (von hohem Wert) beim Pokerspiel Ein Produkt, das hohen Gewinn bringt oder verspricht.

blue-chip organization Spitzenorganisation /, Spitzenunternehmen n, führendes Unternehmen η blueprint 1. Blaudruck m, Blaupause /, Lichtpause/, Zyanotypie/ 2. fig Plan m, Entwurf m to blueprint v/t (Blaudruck, Blaupause, Lichtpause) anfertigen, machen, herstellen, im Blaupausverfahren drucken blue sky —> brainstorming, synectics bonus Prämie /, Erfolgshonorar η, Gewinnbeteiligung/, Zuschuß m (Marketing) Ein Sonderpreisnachlaß, der sowohl Elemente des Mengenrabatts wie des Treuerabatts enthält und für einen zurückliegenden Zeitraum (z.B. Jahresumsatzbonus) gewährt wird.

bonus discount Großverbraucher-Rabatt m (Marketing) Eine Form des Rabatts, die in einem Sonderpreisnachlaß für einen Abnehmer besteht, der nach handelsüblicher Anschauung als Großverbraucher zu betrachten ist.

bonus pack Sonderpackung/, Spezialpackung/ book market Buchmarkt m, Büchermarkt m book marketing Buchmarketing η, Marketing η für ein Buch, für Bücher, Büchermarketing η book trade Buchhandel m book wholesaler Buchgroßhändler m, Buchgroßhandlung/ boomerang method Bumerangmethode/(Marketing) Im Marketing die Methode, Nachteile eines Produkts und entsprechende Einwände eines Kunden als Vorteile darzustellen (z.B. durch Betonung der durch einen hohen Preis angezeigten Exklusivität und Qualität),

borax 1. eigentl Borax m, borax soap, Boraxseife / Plunder m, Talmi m (Marketing) Eine billige, auf den ersten Blick jedoch augenfällige Ware.

2. adj billig, schäbig, plunderhaft, Talmi3. adj aufdringlich in der Verkaufsstrategie, hartnäckig, nötigend (Marketing/Werbung) Boston Consulting Group effect —» Boston effect Boston Consulting Group matrix —> Boston effect Boston effect Erfahrungskurveneffekt m, Boston-Effekt m Das Phänomen, daß mit jeder Verdoppelung der kumulierten Menge eines Produkts die auf die Wertschöpfung bezogenen StUckkosten des Produkts bei konstantem Geldwert (also inflationsbereinigt) potentiell um zwischen 20 und 30 % sinken,

bottle Flasche /(Verpackung) Ein Packmittel mit einem engen Hals, das aus verschiedenen Werkstoffen wie Glas, Kunststoff oder Metall bestehen kann und entweder mit Korken, Kronenkorken oder Schraubverschluß verschlossen wird.

bottom line Nettogewinn m, Nettoverlust m, Saldo m (vor Abzug der Steuern), Ertrag m Das, was unter dem Strich als Gewinn oder Verlust verbleibt.

bottom-Iine adj netto, Netto- (auf Gewinne oder Verluste bezogen) bottom price Tiefstpreis m, niedrigster Preis m bottom quality miserable, niedrige Qualität / boutique Boutique / boutique store —» boutique

232

Box-Jenkins model Box-Jenkins (Statistik)

model

Box-Jenkins-Modell

η

Eine vor allem bei Prognosen verwendete, rechnergestützte Technik der Trendexpolation, durch die die stochastische Struktur einer Zeitreihe in einen autoregressiven und in einen gleitenden Durchschnittsteil aufgegliedert wird.

BPQ (B.P.Q.) Abk buying power quota brain storming Brain Storming η Ein von dem amerikanischen Werbefachmann Alex F. Osbom von der New Yorker Werbeagentur Batton, Barton, Durstine and Osbom (BBDO) entwickeltes Verfahren der Entwicklung kreativer Einfalle durch Diskussion in der Gruppe. In Marketing und Werbung wird es als Konferenztechnik („ ... using the brain to storm a problem") in Sitzungen zur Entwicklung von Ideen bei Innovationen und bei der Produktentwicklung eingesetzt,

branch establishment —> branch store branch house —> branch store branch house wholesaler —> branch store branch outlet —» branch store branch store Filialbetrieb m, Filialunternehmen η Eine Betriebsform des Einzelhandels, deren räumliche Organisation des Warenabsatzes durch das Dezentralisationsprinzip charakterisiert ist.

brand Marke /, Warenmarke / Ein in Form einer Bildmarke einer Wortmarke oder Wortbildmarke als Warenzeichen oder auch ohne rechtlichen Warenzeichenschutz wie ein Warenzeichen bzw. ein Firmenzeichen verwendetes Kennzeichen, das ein Hersteller, Händler, ein Dienstleistungsuntemehmen, eine Agentur oder anderes Wirtschaftsuntemehmen regelmäßig zur Kennzeichnung seines Unternehmens bzw. seines Angebots in Form von Produkten oder Dienstleistungen in gleichbleibender Weise verwendet, um sich und sein (ihr) Angebot deutlich von Mitbewerbern abzuheben.

brand acceptance Markenakzeptanz/, Marktakzeptanz/eines Markenprodukts (Marketing/ Marktforschung) Die positive Aufnahme einer Marke durch die tatsächlichen oder potentiellen Käufer oder Nutzer,

brand advertising manager —» brand manager brand association Markenassoziation f (Marktforschung) Die Assoziation einer Marke eines Markenprodukts mit der Produktkategorie, der sie zugehört,

brand awareness Markenbekanntheit /, Bekanntheit /einer Marke (Marktforschung) Der Anteil (Prozentsatz) der Personen einer Zielgruppe, die eine Marke kennen,

brand awareness test Test m des Bekanntheitsgrads einer Marke (Marktforschung) brand barometer Markenbarometer η (Marktforschung) Eine meist als kontinuierliche Trenduntersuchung durchgeführte Befragung von Konsumenten nach

den von ihnen präferierten Markenprodukten (mit Hilfe von Fragen über die zuletzt gekauften Markenartikel, über ihre Vorratshaltung, Markenzufriedenheit bzw. -Unzufriedenheit usw.).

brand buyer Markenkäufer m, Käufer m von Markenware, Markenprodukten, eines Markenprodukts (Marktforschung/Marketing) Ein Käufer, für den nach den Kriterien von Markenwahl (brand choice), Markentreue (brand loyalty) und Markenwechsel (brand switching) die Marke das alleinentscheidende Auswahlkriterium ist.

brand-buying motive Motiv η für den Kauf einer Marke, Kaufmotiv η (Marketing/Marktforschung) brand choice Markenwahl /, Kaufentscheid m (für ein Markenprodukt), Markenwahlentscheidung / (Marktpsychologie/Konsumforschung) brand choice model Markenwahlmodell η, Modell η des Markenwahl Verhaltens (Marktpsychologie/Konsumforschung ) brand comparison Markenvergleich m (Werbung) brand competition Markenkonkurrenz /, Konkurrenz / zwischen einzelnen Markenartikeln, Markenartikelwettbewerb m brand consciousness Markenbewußtsein η, Markenartikelbewußtsein η (Marktforschung/ Marktpsychologie ) Eine Präferenz von Konsumenten für Markenartikel gegenüber anonymen Waren,

brand development (B.D.) Markenkonsumanteil m, Markenkonsumkonzentration /, Verbrauchsanteil m einer Marke, Marktanteil m einer Marke Das Maß der Konzentration einer Markenware, in der Regel gemessen in Wareneinheiten oder Ausgabenbeträgen pro tausend Einwohner,

brand development index (BDI, B.D.I.) Markenkonsumindex m, Markenwarenkonsumindex m. Index m des Markenwarenkonsums Ein Maß der proportionalen geographischen Verteilung der Verkäufe eines Markenprodukts als Anteil der Gesamtverkäufe, meist gemessen als Anteil des Markenartikelkonsums pro tausend Einwohner der betreffenden Gegend in Bezug zu den Gesamtverkäufen in einem Markt,

brand differentiation Markendifferenzierung/, Markenartikeldifferenzierung /, Markenwarendifferenzierung f Differenzierung / einer Marke, eines Markenartikels (Marketing/Marketingplanung) 1. Das Maß, in dem es einer Ware gelungen ist, ein Markenimage zu entwickeln, das sie so gut wie unverwechselbar erscheinen läßt und bewirkt, daß sie sich deutlich von Konkurrenzprodukten unterscheidet. 2. Eine Strategie der Marktspaltung, die in der Veränderung von Einzelmerkmalen einer Marke wie z.B. ihrer Konstruktion, ihres Designs, ihrer Verpa-

233 ckung, ihrer Aufmachung oder Ausstattung, ihrer Qualität oder auch ihrer Werbung mit dem Ziel besteht, die aufgrund dieser Veränderungen entstehende neue Marke sowohl von der bis vor Eintritt dieser Veränderungen bestehenden Marke ebenso wie von anderen Marken abzuheben, b r a n d distribution Markenvertrieb m, M a r k e n warenvertrieb m, Markenverteilung / , M a r k e n warenverteilung / b r a n d d o m i n a n c e M a r k e n v o r h e r r s c h a f t / , Vorherrschaft f einer M a r k e , eines Markenartikels (Marketing) b r a n d e d c o m m o d i t y Markengebrauchsartikel m, M a r k e n g e b r a u c h s g e g e n s t a n d m, M a r k e n g e brauchsprodukt η Ein im Gegensatz zu ideellen Marken realer, technisch hergestellter, natürlicher und zum Austausch bestimmter beweglicher Markenartikel, der unmittelbar genutzt wird, b r a n d e d good (meist pi b r a n d e d g o o d s ) Markenartikel m, M a r k e n e r z e u g n i s n, M a r k e n ware / , M a r k e n p r o d u k t η branded merchandise Markenwaren f / p l , Handelsmarkenwaren f / p l b r a n d e d product —> b r a n d product b r a n d e d staple M a r k e n h a u p t e r z e u g n i s n, M a r kenhauptprodukt n, M a r k e n s t a p e l w a r e / , M a r kenmassenware / b r a n d extension M a r k e n e r w e i t e r u n g / (Marketing) —> product line extension b r a n d familiarity aktive Markenbekanntheit / , Markenvertrautheit / (Marktforschung/Mediaforschung) Die ohne Zuhilfenahme von Gedächtnisstützen als ungestützte Erinnerung (unaided recall) ermittelte Markenbekanntheit, in deren Erinnerungswerte nur diejenigen Befragten eingehen, die nachweislich den Namen oder den Inhalt des fraglichen Objekts oder Merkmalsträgers selbst und ohne Hilfe zu nennen in der Lage sind, b r a n d family M a r k e n f a m i l i e f (Marketing) Eine Gruppe von Markenartikeln, die ein Hersteller unter einem einheitlichen Markennamen anbietet, weil sie zusammen eine Produktgruppe oder Produktlinie bilden, aus denselben oder ähnlichen Substanzen zusammengesetzt sind, bzw. eine gemeinsame Substanz haben oder verwandte bzw. ähnliche Bedürfnisse befriedigen, b r a n d generic M a r k e n g a t t u n g / , Gattungsbezeichnung/(einer Marke) (Marketing) —> generic brand b r a n d identification Markenidentifizierung / , Markenartikelidentifizierung / (Marketing/ Marktforschung) Die Erkennung einer Marke unter mehreren ähnlichen Produkten, b r a n d identity Identität / einer M a r k e , eines

b r a n d label

M a r k e n p r o d u k t s , eines Markenartikels, M a r kenidentität/ Die Übereinstimmung von Markenimage und Markeneigenschaften, b r a n d i m a g e M a r k e n i m a g e η, M a r k e n b i l d η, Markenprofil η Das Markenimage ist das bei bestimmten Personenkreisen wie den beteiligten Verkehrskreisen, den Abnehmern, den Kunden, der Konkurrenz usw. oder auch der allgemeinen Öffentlichkeit vorherrschende Vorstellungsbild über einen Markenartikel (über die Hauptbeziehungsmöglichkeiten zwischen Firmenund Markenimage Fiimenimage). b r a n d i m a g e advertising M a r k e n i m a g e w e r b u n g / , M a r k e n b i l d w e r b u n g / , Markenprofilwerbung/ Werbung, die darauf abzielt, die Vorstellungen, Assoziationen und Gefühle, die Verbraucher gegenüber einem Markenartikel haben, so zu gestalten oder zu verändern, daß sich das entstehende Markenimage zugunsten der Verkäufe des Produkts auswirkt. brand impression Markenprägnanz / (Marktforschung) Die Prägnanz einzelner Elemente eines Markenartikels (wie z.B. seine Verpackung, sein Markenzeichen usw.) oder einzelner in seiner Werbung eingesetzter Werbemittel für den Artikel selbst, brand index Markenindex m brand indifference Markenindifferenz /, Gleichgültigkeit / gegenüber M a r k e n (Marktpsychologie) Das charakteristische Kaufverhalten von reinen Preiskäufern, d.h. Käufern mit sehr schwacher, gegen Null tendierender Markentreue, brand information Markeninformation/, Markenartikelinformation / b r a n d i n g 1. Markierung / (Marketing) Die Kennzeichnung eines Produkts als Marke zur Erleichterung seiner Identifizierung am Markt durch Anbringung eines Bildzeichens oder Wortzeichens, einer Kombination von Buchstaben, Zahlen oder sonstigen Zeichen (Markenzeichen) am einzelnen Warenstück bzw. seiner Verpackung. 2. B r a n d i n g η (Marketing) Die professionelle Entwicklung von Markennamen, d.h. die Schöpfung eines Markennamens, der die Marketingziele eines Markenherstellers verkörpert, und der linguistisch und phonetisch ohne Probleme ist und in allen Ländern schützbar ist, in denen das Produkt vermarktet werden soll, b r a n d insistence Markeninsistenz / ( M a r k t p s y chologie) Eine extreme, lOOprozentige Markentreue (brand loyalty), die den Kauf von Substituten vollkommen ausschließt. b r a n d label Markenetikett η, A u f k l e b e r m, Zettel m, Zettelchen n, Schild n, Schildchen η auf einem Markenprodukt, einem Markenerzeugnis

b r a n d leader

brand leader Markenführer m (Marketing) Ein Unternehmen, das mit einer Marke auf dem Markt einen größeren Marktanteil als alle mit ihm um Marktanteile auf demselben Markt konkurrierenden Unternehmen hat. b r a n d loyalty M a r k e n t r e u e / , M a r k e n b i n d u n g / (Marktpsychologie) Ein habituelles Konsumentenverhalten, das darin besteht, daß Konsumenten bei wiederholten Käufen eines Produkts denselben Markenartikel zu wählen pflegen, was nicht bedeutet, daß sie grundsätzlich alle Produkte derselben Marke zu kaufen pflegen, b r a n d m a n a g e m e n t P r o d u k t - M a n a g e m e n t η, P r o d u k t m a n a g e r - S y s t e m η, Integrationssystem η (Marketing) Eine spezifische Form der Marketingorganisation, die eine besondere, organisatorisch institutionalisierte Form der produktbezogenen Steuerung und Koordination betrieblicher Aktivitäten durch Produktmanager darstellt, b r a n d m a n a g e r P r o d u k t m a n a g e r m, Leiter m der Abteilung Marketing, W e r b u n g u n d Verk a u f s f ö r d e r u n g eines Markenartikelproduzenten (Marketingorganisation ) b r a n d m a r k M a r k e n z e i c h e n n, M a r k e n s y m b o l η (Marketing) b r a n d n a m e M a r k e n n a m e m, Markenbezeichn u n g / , M a r k e n Warenbezeichnung/, Markenzeichen η (Marketing) Das verbal wiedergebbare Element einer Marke, eine Kombination von Buchstaben, Silben oder Wörtern bzw. Zahlen, die in dieser Form entweder in einer lebenden oder einer toten Sprache tatsächlich vorkommen oder frei konstruiert sind, b r a n d n a m e test N a m e n s t e s t m (Marktforschung) Eine Art des Produkttests, der sowohl als ein Versuch der Namensfindung wie der Eignung eines Produkt· oder Markennamens durchgeführt wird, b r a n d perception M a r k e n w a h r n e h m u n g / , Markenperzeption / (Marktpsychologie/Marktforschung) Die Art und Weise, in der ein Markenartikel als Folge seiner objektiven Eigenschaften und seiner Imagekomponenten und der - beabsichtigten ebenso wie unbeabsichtigten - sein Image prägenden Einflußfaktoren von einer Zielgruppe wahrgenommen wird. b r a n d personality Markenpersönlichkeit / , Produktpersönlichkeit / (Marktpsychologie/ Marketing/Marktforschung) Eine von Pierre D. Martineau erstmals in den 1950er Jahren in die Imageforschung ebenso wie in das praktische Marketing eingebrachte Sichtweise des Images von Marken in Analogie zum psychologischen Begriff der Persönlichkeit und die sich daraus konsequent ergebende Bezeichnung von Marken und Produkten mit entsprechenden individualpsychologischen Begriffen wie z.B. jung, dynamisch, aktiv, usw.

234

b r a n d positioning Markenpositionierung / (Marketing/Marktforschung/Marktpsrychologie) Die Schaffung oder Betonung von unverwechselbaren Stärken und Qualitäten eines Markenartikels, durch die er klar von anderen Markenartikeln abgehoben wird. b r a n d potential index (B.P.I., B P I ) Index m des Markenpotentials (Marketing/Marktforschung) Das Verhältnis des Markenkonsumindex (brand development index) zum Konsumindex für die entsprechende Produktkategorie (category development index) einer geographischen Einheit oder eines Gesamtmarkts b r a n d policy Markenpolitik f (Marketing) Die Gesamtheit der mit der Markierung von Produkten verbundenen unternehmerischen Grundsatzentscheidungen und Grundsatzmaßnahmen im Rahmen der Produktpolitik, deren Bandbreite von der Entscheidung für das Markenartikelabsatzsystem (brand product distribution system) bis zur Entscheidung für den Vertrieb von anonymen Waren reicht. b r a n d potential Marktpotential η, Absatzpotential η (Marketing) Die Höchstmenge der Einheiten eines Gutes (Absatzpotential) bzw. des Umsatzes (Marktpotential), die ein Wirtschaftsunternehmen erzielen könnte, wenn alle mit der erforderlichen Kaufkraft ausgestatteten potentiellen Konsumenten die Produkte oder Leistungen des Unternehmens kaufen würden, b r a n d potential index (B.P.I.) Marktpotentialindex m (Marketing/Marktforschung) brand preference Markenpräferenz/, Markenb e v o r z u g u n g / , B e v o r z u g u n g / einer M a r k e , Vorliebe / f ü r eine M a r k e (Marktpsychologie) Eine positive Einstellung von Konsumenten gegenüber einem Markenartikel, durch die an sich gleiche Güter differenziert werden und sich ein unvollkommener Markt bildet, b r a n d price Markenpreis m, Markenartikelpreis m, Preis m f ü r Markenartikel, f ü r M a r k e n waren (Marketing) b r a n d p r o d u c t Markenartikel m, M a r k e n p r o dukt n, Markenerzeugnis n, M a r k e n w a r e / , Marke/ b r a n d p r o d u c t advertising -* brand advertising b r a n d - p r o d u c t association Markenprägnanz / (Marktpsychologie/Marketing/Marktforschung) Die Prägnanz einzelner Elemente eines Markenartikels (wie z.B. seine Verpackung, sein Markenzeichen usw.) oder einzelner in seiner Werbung eingesetzter Werbemittel für den Artikel selbst, b r a n d p r o d u c t display w i n d o w Markenfenster η (POP-Werbung) Eine im weitesten Sinne als besondere Form der Händlerhilfe zu verstehende Art der Schaufensterwerbung, die darin besteht, daß ein Hersteller einem

235 Einzelhändler unentgeltlich ein Schaufenster mit seinen Markenartikeln und Werbemitteln dekoriert und dieser sich dafür verpflichtet, die Dekoration für eine Zeitlang wirken zu lassen,

brand product distribution system Markenartikelsystem n, Markenartikelabsatzsystem η Das durch eine grundsätzlich andere Aufteilung der Funktionen von Herstellern und Händlern als bei den anonymen Waren (no-name goods) gekennzeichnete, speziell gestaltete Absatz- und Vertriebssystem für Markenartikel (brand products),

brand product effect Markenartikeleffekt m Ein dem Ausstrahlungseffekt ähnliches Generalisierungsphänomen, das in der Übertragung des guten Rufes einer Marke bzw. eines Markenartikels auf die gesamte Wahrnehmung der Produkte eines Produktfelds besteht,

brand profile Markenprofil η, Profil η einer Marke brand proliferation Verbreitung /einer Marke, Ausbreitung/einer Marke brand purchaser Markenkäufer m, Käufer m von Markenware(n) brand rating Markenbewertung / Bewertung / des Bekanntheitsgrads einer Marke (Marktforschung) Brand Rating Index (BRI, B.R.I.) eigentl Markenbewertungsindex m (Marktforschung/ Mediaforschung ) Eine amerikanische Markt- und Medienanalyse, die in jedem Herbst mit einer Stichprobe von etwa 15 000 erwachsenen Befragten auf der Basis von persönlich zugestellten und persönlich abgeholten schriftlichen Fragebogen durchgeführt wird,

brand recall Markenerinnerung / (Werbeforschung) Die Erinnerung an eine Marke, mit deren Werbung man Kontakt hatte,

brand recognition Markenwiedererkennung / (Werbeforschung) Die Wiedererkennung einer Marke, mit deren Werbung man Kontakt hatte,

brand reinforcement Markenfestigung /, Stabilisierung / einer Marke, eines Markenartikels (Marketing) brand selection Markenwahl f Markenwahlverhalten η —> brand choice brand set Markenrahmen m, Bezugsgruppe f Bezugsrahmen m für Markenartikel, Berücksichtigungsfeld η (Marktpsychologie/Marktforschung/Marketing) Der gegenüber dem Wahmehmungsfeld kleinere und gegenüber dem Auswahlfeld umfassendere Bereich deijenigen Waren und Marken auf einem spezifischen Markt, die ein Konsument vor Kaufentscheidungen ernsthaft in Betracht zieht,

brand-set analysis Analyse / des Markenrah-

break-even analysis mens (MarktpsychologieMarktforschung/Marketing) brand share Marktanteil m einer Marke (Marketing/Marktforschung ) Der Anteil (Prozentsatz) der Verkäufe einer Marke an den Gesamtverkäufen einer Produktgruppe,

brand switcher Markenwechsler m (Marktpsychologie/Marktforschung ) Jeder Konsument, der eine andere Marke als zuvor kauft.

brand switching Markenwechsel m (Marktpsychologie/Marktforschung) Ein Konsumentenverhalten, das dadurch charakterisiert ist, daß Konsumenten bei wiederholten Käufen desselben Produkts einen Markenartikel wählen, den sie zuvor nicht gekauft haben. Markenwechsel drückt sich mithin im Erstkauf eines bestimmten Markenprodukts aus.

brand-switching matrix Markenwechselmatrix f (Marktforschung) brand-switching model Markenwechselmodell η (Marktforschung) Ein zur Erfassung und nicht zur Erklärung des Markenwechselverhaltens entwickeltes Modell, das eine eine Formalisierung der Regelmäßigkeiten spezieller Markenwahlentscheidungen durch probabilistische Funktionen darstellt,

brand trend Markenentwicklung /, Markentrend m (Marketing/Marktforschung) brand trend survey Umfrageuntersuchung / langfristiger Markttendenzen eines Markenprodukts (Marktforschung) brand usage Markengebrauch m, Markenwarengebrauch m, Markenartikelgebrauch m, Markenproduktgebrauch m (Marktforschung) brand X Marke X / , Konkurrenzmarke/, Konkurrenzprodukt η Der Ausdruck „brand X" wird in der Marketingkommunikation meist als allgemeiner Ausdruck für das Produkt der Konkurrenz verwendet,

breakdown approach —> breakdown method breakdown method Aufschlüsselungsmethode / Eine Budgetierungsmethode, bei der ein Gesamtetat in mehrere Gruppen (etwa nach Abteilungen) aufgeteilt wird. Diese diese teilen ihren Anteil wiederum auf.

break-even analysis Break-Even-Analyse /, Gewinnschwellenanalyse / In der Betriebswirtschaftslehre und Marketingplanung ein deterministisches Erklärungsmodell zur Untersuchung der Frage, ob, wann und unter welchen Bedingungen ein Wirtschaftsuntemehmen mit den von ihm abzusetzenden Waren und Diensten bei den sich am Markt bildenden Preisen den Punkt erreicht bzw. überschreitet, an dem die Kosten genau durch die Erlöse abgedeckt sind und mithin der Gewinn gleich Null ist (Gewinnschwelle/Break-EvenPunkt).

break-even chart break-even chart Rentabilitätsgraphik / , Rentabilitätsdiagramm η break-even point Rentabilitätsschwelle / , Break-even-Punkt m, Gewinnschwelle/ B.R.I. (BRI) Abk Brand Rating Index briefing Einsatzbesprechung / , kurze Lagebesprechung / , Informationsgespräch η, Einweisungsbesprechung / , Briefing η (Marketingplanung/Werbung) Ein aus dem amerikanischen Militärjargon stammender Terminus zur Bezeichnung einer Einweisungs- und Einsatzbesprechung mit kurzer Lagebeschreibung und Erläuterung von Operationszielen und der zugrundeliegenden Strategie,

broadcast distribution Extensivvertrieb m, Extensivversand m, Versand m von Rundschreiben an alle Einzelhändler, ungezielter Vertrieb m, breit streuender Vertrieb m Der Verkauf durch die größtmögliche Zahl an Wiederverkäufen.

broker Makler m, Agent m, Vermittler m, Mittler m, Mittelsmann m, Kommissionär m Ein selbständiger Gewerbetreibender, der für eine Maklerprovision (Maklerlohn, Courtage) ohne ständigen Auftrag für Dritte Verträge vermittelt oder Gelegenheiten zum Vertragsabschluß nachweist,

brokerage 1. Maklertätigkeit / , Vermittlung / , Makeln η 2. Maklergewerbe η 3. —> brokerage commission brokerage commission Maklerprovision / , Kommission/, Courtage/, Kurtage / , Sensarie / Die Gebühr, die Börsenmakler in Form eines Prozent· oder Promillesatzes als Provision für die Vermittlung eines Börsengeschäfts erhalten,

brokerage fee —> brokerage commission broker's charge —> broker's fee broker's commission -> broker's fee broker's fee Maklerprovision / , Maklergebühr /, Maklerlohn m, Courtage / Die Vergütung, die ein Makler für die erfolgreiche Vermittlung eines Geschäfts erhält. Sie besteht in der Regel in einer Provision,

brown goods pl braune Waren f/pl, audiovisuelle Geräte n/pl, Verbraucher-Elektronik/ budget Budget n, Haushalt m, Etat m Die im einzelnen aus einem Absatzplan, einem Produktions- und einem Investitionsplan zusammengesetzte Aufstellung der für ein künftiges Haushaltsjahr (oder eine vergleichbare betriebliche Planungsperiode) erwarteten Einnahmen und Ausgaben zur Ermittlung des Kapital- und Geldbedarfs eines Unternehmens,

budget allocation Budgetallokation / Die Aufteilung eines Etats auf einzelne Positionen nach sachlichen und zeitlichen Gesichtspunkten,

budgetary control —> budget check budget check Etatkontrolle/, Budgetkontrolle/ Der Prozeß des laufenden Vergleichs, der Abstim-

236 mung und gegebenenfalls auch Anpassung der Sollzahlen eines Budgets an die durch die betriebliche Buchhaltung ermittelten Istzahlen,

budget checking Durchführung / einer Etatkontrolle budget control budget check budgeting Budgetierung/, Budgetplanung/ Die Aufstellung und Verwendung von Budgets zur Unternehmenssteuerung, also die Erstellung bzw. Ableitung, Vorgabe oder Vereinbarung, Kontrolle und Anpassung von Budgets, bei der es darum geht, Soll-Ergebnisse für einzelne Organisationseinheiten oder Verantwortungsträger zu fixieren,

budget-level experiment Werbeaufwandexperiment η, Budgetkontrollexperiment η, Experiment η zur Prüfung der Höhe des Werbeetats (Marktforschung/Werbeforschung) Ein Werbeexperiment, bei dem der Zusammenhang zwischen Gesamtwerbeaufwand (meist gemessen in Geldausgaben) und Marktreaktion untersucht wird,

budget strategy Budgetstrategie / , Haushaltsstrategie/, Etatstrategie/ Die Grundsatzentscheidung z.B. darüber, ob ein Budget für einen bestimmten Zeitraum festgesetzt wird, ob es als absoluter Betrag oder als Anteilsbetrag der Aufwendungen der Branche festgelegt wird.

Buffalo method kreatives Problemlösen n, Buffalo-Methode/ Eine von Sidney J. Parnes und seinen Mitarbeitern in den 1950er Jahren an der University of Buffalo entwickelte Kreativitätstechnik, die in Anlehnung an allgemeine Modelle des Problemlösungsverhaltens in der Psychologie die Schritte der Tatsachenfindung (fact finding), der Problemidentifikation (problem finding), der Ideenentwicklung (idea finding) und der Lösungsfindung (solution finding) umfaßt.

buildup (buildup) Aufbau m, Entwicklung / , schrittweise Förderung / (Marketing) Die allmähliche Entfaltung des Image für ein Produkt, eine Firma oder eine Persönlichkeit,

to build up v/t aufbauen, (Image) entwickeln, entfalten, fördern (Marketing) buildup approach —» buildup method buildup method Aufbaumethode / der Marketing- oder Werbetatfestsetzung, sukzessive Etatfestsetzung/ Eine Budgetierungsmethode, bei der ein Etat schrittweise aufgebaut wird. Zunächst erhält eine bestimmte Abteilung eine bestimmte Summe, dann wird addiert, und der nächste Teil wird für einen weiteren Schritt zugeteilt, bis sich aus den einzelnen Schritten das gesamte Budget aufgebaut hat.

built-in obsolescence —» planned obsolescence bulk Masse/, Menge/, Volumen η, U m f a n g / bulk commodity Massenware / , Massengebrauchsgegenstand m, Massengebrauchsprodukt n, Massengebrauchsgut n, Massengut n, Schüttware / Als Massengüter werden im Gegensatz zu den Mas-

237 senprodukten (mass products) ausschließlich Industriegüter bezeichnet, die in großen Mengen hergestellt und verbraucht werden, ein hohes Gewicht, aber einen im Verhältnis zum Gewicht relativ geringen Wert haben (Kies, Kohle, Steine, Stahl), so daß bei ihrer Verwendung stets Transport- und Standortprobleme eine entscheidende Rolle spielen,

bulk discount Mengenrabatt m, Rabatt m für Mehrfachschaltungen (Werbung) Ein Rabatt, der bei Mediaverträgen und insbesondere bei Anzeigenabschlüssen für die Belegung größerer Anzeigenflächen innerhalb der Jahresfrist eingeräumt wird,

bulk good (meist pi bulk goods) Massenware /, Massengebrauchsgegenstand m, Massengebrauchsprodukt n, Massengebrauchsgut rt, Massengut n, Schüttware/ —> buld commodity bulk marking Massenauszeichnung /, MassenPreisauszeichnung /, Preisauszeichnung / von Liefercontainern bulk production Massenproduktion/ bundle Bündel η, Bund η, Paket η to bundle v/t bündeln, zusammenpacken, in Bündel binden, packen, bündelweise verpacken bundling Bündeln n, Binden n, Bündelpacken η buried offer verstecktes Angebot η business 1. Geschäft η, Unternehmen η, Firma/ 2. Gewerbe η, Beruf ra, Handel m, Handelstätigkeit/ 3. Arbeit/, Tätigkeit/, Beschäftigung/ business administration Betriebswirtschaft /, Betriebswirtschaftslehre / business analysis Wirtschaftsanalyse /, Wirtschaftlichkeitsanalyse /, Betriebsanalyse / business-building test Rentabilitätstest m {Marktforschung) Ein Test, bei dem untersucht wird, ob ein zusätzlicher Marketingaufwand geschäftlich lohnend genug ist, um die zusätzlichen Kosten zu rechtfertigen,

business cycle Konjunkturzyklus m (Wirtschaftslehre) Die zyklischen Schwankungen der gesamtwirtschaftlichen Produktion mit einer Gesamtdauer von mindestens drei, höchstens zwölf Jahren.

Business Environment Risk Index —> BERI Index business marketing Absatzmarketing η Deijenige Bereich des betrieblichen Marketing, dessen Inhalt und Gegenstand die Bestimmung des Leistungsprogramms eines Unternehmens, der geplanten Absatzmengen sowie ihrer Qualität und Preise ist.

business planning Wirtschaftsplanung/ business portfolio matrix —» portfolio analysis business-to-business marketing Business-toBusiness-Marketing n, Industriemarketing rt Die Gesamtheit der Markeüngaktivitäten für Güter

buyers' intention survey und Dienstleistungen an Wirtschaftsuntemehmungen und andere Organisationen, die sie fur selbst hergestellte Güter und selbst erbrachte Dienstleistungen verwenden.

business usage Handelsbrauch m, Usance/ Eine ungeschriebene Verkehrssitte, die allgemein (also nicht nur an einem bestimmten Ort) anerkannt und verbreitet ist.

buy Kauf m buyclass Beschaffungstyp m, Einkaufskategorie / (Marktforschung/Marketing/Beschaffungsmarketing) Eine Beschaffungskonfiguraüon im betrieblichen Beschaffungsmarketing.

buyer Käufer m, Konsument m, Einkäufer m (Konsumforschung) Jemand, der eine zuvor bereits getroffene Kaufentscheidung vollzieht. Der Käufer ist mithin lediglich das letzte Glied in der Kette des Kaufentscheidungsprozesses.

buyer analysis Abnehmeranalyse/, Käuferanalyse / (Marktforschung) Die Analyse der Größe und Zusammensetzung, der Bedürfnisse und Wünsche der tatsächlichen oder potentiellen Käufer eines Produkts oder einer Dienstleistung.

buyer behavior (brit buyer behaviour) Käuferverhalten η (Marktforschung/Konsumforschung) —> consumer behavior buyer category Käuferkategorie f (Konsumforschung) buyer flow analysis Käuferwanderungsanalyse / (Marktforschung/Konsumforschung) Sammelbezeichnung für zwei verschiedene Ansätze bei der Auswertung von Panels zur Analyse des Konsumentenverhaltens und seiner Veränderungen im Zeitverlauf. Dabei wird entweder das Kaufverhalten der Käufer bestimmter Markenartikel in einer Panelwelle dem Verhalten in einer anderen Panelwelle gegenübergestellt um zu ermitteln, ob die Käufer einer Marke nach Ablauf einer bestimmten Zeit dieselbe Marke kaufen oder es wird das Käuferverhalten in bezug auf die Mengen der Marken, die sie kaufen, analysiert.

buyer intention Käuferabsicht/ —» buying intention, buyers' intention survey buyer readiness stage Kaufbereitschaft f Anschaffungsbereitschaft / (Konsumforschung) Eine Phase, in der ein Konsument grundsätzlich bereit ist, ein bestimmtes Produkt oder eine bestimmte Dienstleistung zu erwerben bzw. in Anspruch zu nehmen.

buyers' intention survey Kaufabsichtsumfrage /, Kaufabsichtsbefragung f Kaufabsichtsuntersuchung / (Marktforschung/Konsumforschung) —» buying intention

buyers' observation

buyers' observation Käuferbeobachtung / (Marktforschung/Konsumforschung ) In der demoskopischen Marktforschung die Beobachtung des natürlichen Einkaufsverhaltens von Käufern am Kaufort, durch die registriert wird, ob die Konsumenten z.B. direkt nach einem Markenartikel fragen, ob sie sich beraten lassen, mehrere Waren zeigen lassen, welchen genauen Weg durch einen größeren Laden sie einschlagen usw. b u y e r s ' resistance Marktwiderstand m, Verbraucherwiderstand m (Konsumforschung) Die Gesamtheit der Hemmnisse, die sich der Einführung neuer Produkte am Markt entgegenstellen. Als primärer Marktwiderstand gilt der psychologisch erklärbare Widerstand vieler Konsumenten gegen Marktneuheiten bzw. gegen das Neue schlechthin bezeichnet. b u y e r s ' survey A b n e h m e r b e f r a g u n g / (Marktforschung/Konsumforschung ) In der demoskopischen Marktforschung die Befragung der tatsächlichen Abnehmer einer Ware, buyer's market Käufermarkt m (Marketing/ Wirtschaftslehre ) Ein Markt, der dadurch charakterisiert ist, daß die Nachfrager (Käufer) im Vergleich zu den Anbietern (Verkäufern) einen Einfluß auf die Preise ausüben können, weil das Angebot die Nachfrage übersteigt, b u y e r ' s observation K ä u f e r b e o b a c h t u n g / (Umfrageforschung/Marktforschung/Konsumforschung) —> b u y e r s ' observation b u y f l o w Fluß m der Beschaffungsentscheidungen, Kaufeinscheidungsfluß m, Beschaffungsentscheidungsfluß m (Beschaffungsmarketing) - * b u y i n g center b u y g r i d B e s c h a f f u n g s n e t z η, Netz η der Beschaffungsentscheidungen, Buygrid η (Beschaffungsmarketing ) Ein in Analogie zum Begriff des „managerial grid", den Robert R. Blake und Jane S. Mouton in ihrem Buch „The Managerial Grid" (1964) prägten, gebildetes Modell, das darauf zielt, die verschiedenen Anforderungen und Ausprägungen von Führungsstilen im Beschaffungsmrketing integriert darzustellen und deren Abhängigkeiten aufzuzeigen. Das Beschaffungsgitter zeigt die polaren Gegensätze zwischen einer Produktionsorientierung (Erfolgsorientierung) und Mitarbeiterorientierung auf und weist auch nach, daß je nach Situation und Problemfall verschiedene Formen des Führungsverhaltens im Beshaffungsmarketing möglich sind („management according to task"), b u y g r i d f r a m e w o r k —> buygrid b u y i n g 1. K a u f e n η, Ankauf m, Einkaufen η (Konsumforschung/Beschaffungsmarketing) 2. Einkauf m, E i n k a u f e n η (Beschaffungsmarketing) Die für die Beschaffung von Rohstoffen und Hilfsmitteln, die ein Wirtschaftsuntemehmen für seine Produktion und den laufenden Betrieb benötigt, zu-

238 ständige Abteilung eines Industrie- oder Handelsbetriebes bzw. die Funktion, für die diese Abteilung zuständig ist. b u y i n g analysis E i n k a u f s a n a l y s e / (Marktforschung/Konsumforschung ) Ein Bereich der Beschaffungsmarktforschung, der in der aktuellen, einmaligen Untersuchung der Gegebenheiten eines Beschaffungsmarktes für ein Wirtschaftsunternehmen besteht, b u y i n g b e h a v i o r (brit b u y i n g b e h a v i o u r ) Kaufverhalten η, Einkaufsverhalten η (Konsumforschung) b u y i n g c a l e n d a r Beschaffungsplan m, Einkaufsplan m (Beschaffungsmarketing) b u y i n g center E i n k a u f s g r e m i u m η, E i n k a u f s kern m, Buying Center η (Beschaffungsmarketing) Nach Frederick Ε. Webster Jr. und Yoram Wind das funktionale Subsystem einer Organisation, in dem bei komplexen Entscheidungen Uber die Beschaffung von Investitionsgütern neben den eigentlichen Einkäufern (buyers), d.h. denjenigen die mit der förmlichen Befugnis ausgestattet sind, über den Kauf eines Guts zu entscheiden, den Lieferanten auszuwählen und die Kaufkonditionen auszuhandeln, weitere Rollenträger interagieren, die unmittelbaren Einiluß auf das Ergebnis von Kaufentscheidungsprozessen haben, b u y i n g c h a n n e l B e s c h a f f u n g s w e g m (Beschaffungsmarketing/Marktforschung) Der Weg, über den ein Wirtschaftssubjekt ein Gut bezieht, d.h. die Beschaffungsmittler, über die es beschafft wird, b u y i n g cooperation —> buying group b u y i n g c o o p e r a t i v e Einkaufsgenossenschaft (EKG) f (Beschaffungsmarketing) Eine Genossenschaft, zu der sich eine Reihe von kleineren oder mittleren Einzelhandelsuntemehmen zusammengeschlossen haben, um durch den Zusammenschluß in den Genuß der günstigeren Konditionen für Großeinkäufer beim Einkauf von Waren zu gelangen. b u y i n g decision Kaufentschluß m, K a u f entscheidung / (Marktforschung/Konsumforschung) Unter den wechselnden Bezeichnungen Kaufentscheidung, Käuferverhalten, Konsumentscheidung, Konsumverhalten und Konsumentenverhalten werden in der Marketingliteratur die verschiedenen Partial- und Totaltheorien zur Erklärung des Kaufverhaltens zusammengefaßt. b u y i n g desire K a u f w u n s c h m (Konsumforschung) b u y i n g f r e q u e n c y Kaufhäufigkeit / , Einkaufshäufigkeit f Einkaufsfrequenz / (Marktforschung/Konsumforschung ) Eine Maßzahl, die im Zusammenhang mit der wachsenden Bedeutung von Großeinkäufen auch durch private Haushalte interessanter geworden ist, weil nun die Haushalte, die selten einkaufen, nicht

239 zwangsläufig identisch mit den Haushalten sind, die wenig einkaufen, b u y i n g f u n c t i o n B e s c h a f f u n g s f u n k t i o n / (Beschaffungsmarketing ) b u y i n g g r o u p Einkaufskooperation / (Beschaffungsmarketing ) Eine Form der Zusammenarbeit einzelner Handelsbetriebe des Einzelhandels beim Einkauf von Waren, die von der bloßen Information über günstige Einkaufsmöglichkeiten bis zur Gründung von Einkaufsgenossenschaften oder anderer Rechtsformen der Einkaufsvereinigung reichen kann, buying habit K a u f g e w o h n h e i t / (Konsumforschung/Marktforschung ) buying incentive K a u f a n r e i z m (Marketing/ Marktpsychologie) Die objektive Komponente der Kaufmotivation, deren subjektives Korrelat das Kaufbedürfnis ist. Der Kaufanreiz ist das Zielobjekt, auf das ein Kaufbedürfnis gerichtet ist. buying influence K a u f e i n f l u ß m, Kaufeinflüsse m/pl (Marketing/Marktpsychologie/Konsumforschung) Nach einer von Philip Kotier gegebenen Übersicht ist davon auszugehen, daß vier Hauptkomponenten, nämlich Käufermerkmale (die kulturellen, sozialen, personalen und psychologischen Faktoren, die das Verhalten des Käufers bestimmen), Produktmerkmale (die Gesamtheit der ein Produkt auszeichnenden Eigenschaften), Anbietermerkmale (die Gesamtheit der den Hersteller oder Händler charakterisierenden Eigenschaften wie z.B. sein Image usw.) und situative Merkmale (konkrete Kaufsituation, Jahreszeit, Wetterverhältnisse, gesamtwirtschaftliche Lage usw.) die Kaufentscheidungen von Konsumenten beeinflussen, buying intensity Kaufintensität / (Marktforschung/Konsumforschung ) buying intent Kaufabsicht / , K a u f p l a n m, Anschaffungsabsicht / , Anschaffungsplan m (Marktforschung/Konsumforschung) buying intention buying intention Kaufabsicht f K a u f p l a n m, Kaufintention / , A n s c h a f f u n g s a b s i c h t / , A n schaffungsplan m (Marktforschung/Konsumforschung) Der in der Gegenwart bestehende Plan, zu einem Zeitpunkt oder in einem Zeitraum in der Zukunft eine Kaufhandlung auszufuhren. Danach läßt sich das Vorliegen einer Kaufabsicht als der Vollzug eines weiteren Schritts von der Einstellung (attitude) gegenüber einem Produkt oder auch einer Leistung hin in Richtung auf seinen Kauf interpretieren, buying m a r k e t research E i n k a u f s m a r k t f o r schung/ Neben der Einkaufsanalyse und der Einkaufsbeobachtung deijenige Bereich der Beschaffungsmarktforschung, in dessen Mittelpunkt die systematische und methodische Untersuchung der Umwelt- und Strukturbedingungen für den Einkauf von Industrie-

buying power index und Handelsunternehmen und die für ihn bestimmenden Faktoren wie Preise, Quantitäten und Qualitäten der Waren, Beschaffungsmöglichkeiten und -grenzen, Transportbedingungen und -kosten, Lieferfristen usw. stehen, buying motivation Kaufmotivation / (Marktpsychologie/Marktforschung) buying motivation research Kaufmotivationsforschung / (Marktpsychologie/Marktforschung) buying motive Kaufmotiv η gie/Marktforschung)

(Marktpsycholo-

buying observation Einkaufsbeobachtung / (Marktforschung/Beschaffungsmarketing ) Neben der Einkaufsanalyse und der Einkaufsmarktforschung deijenige Bereich der Beschaffungsmarktforschung, der in der laufenden Untersuchung der Gegebenheiten, Änderungen und Wandlungsprozesse auf den Beschaffungsmärkten eines Wirtschaftsuntemehmens besteht, b u y i n g p a t t e r n K a u f m u s t e r n, M u s t e r η d e s Kaufverhaltens (Marktpsychologie/Marktforschung) —> purchasing pattern buying phase Kaufphase / (Marktpsychologie/ Marktforschung/Beschaffungsmarketing) Die Phase im Prozeß der Kaufentscheidung, in der die endgültige Entscheidung über das zu beschaffende Gut und seinen Hersteller bzw. Lieferanten getroffen wird, b u y i n g policy Einkaufspolitik / (Beschaffungsmarketing) Die Gesamtheit der die Einkaufstätigkeit eines Wirtschaftsuntemehmens bestimmenden Grundsätze und Richtlinien über das Verhalten des Unternehmens und seiner Repräsentanten auf seinen Bezugsmärkten. buying power K a u f k r a f t / (Wirtschaftslehre) Im weitesten Sinne bezeichnet Kaufkraft denjenigen Geldbetrag, der einem Wirtschaftssubjekt oder einer Mehrzahl von Wirtschaftssubjekten in einem festgelegten Zeitraum für den Kauf von Konsumgütem oder Produktivgütem zur Verfügung steht, b u y i n g p o w e r elasticity Kaufkraftelastizität / (Wirtschaftslehre) Das Verhältnis der relativen Änderung der nachgefragten Menge nach einem Gut und der Änderung der Kaufkraft. Es drückt aus, in welchem Maße sich die mengenmäßige Nachfrage nach einem Gut als Folge der Änderung der Kaufkraft der Nachfrager verändert. b u y i n g p o w e r i n d e x (BPI, B.P.I.) K a u f k r a f t index m, K a u f k r a f t k e n n z i f f e r / , K a u f k r a f t k e n n zahl / (Wirtschaftslehre) Kaufkraftkennziffern sind Gliederungszahlen, mit deren Hilfe geographische Unterschiede der Kaufkraft vergleichbar gemacht werden können. Ihre Berechnung erfolgt vorwiegend auf der Grundlage von Unterlagen der amtlichen Statistik, im wesentlichen der Finanzstatistik.

buying power map buying power map Kaufkraftkarte/fA/ar^r/brschung/Konsumforschung) Eine kartographische Darstellung des geographischen Gefälles der Kaufkraftkennziffern, d.h. der unterschiedlichen Kaufkraft einzelner Gebiete, Bezirke, Städte, Kreise, Regionen, Länder usw.

buying power parity Kaufkraftparität / (Wirtschaftslehre/Konsumforschung/Marktforschung) Bei internationalen Kaufkraftvergleichen der intervalutarische Kurs, bei dem die Kaufkraft in zwei verschiedenen Ländern gleich ist.

buying power quota (BPQ, B.P.Q.) —> buying power index buying price Einkaufspreis m, Einkaufsrechnungspreis m (Konditionenpolitik) Der Preis, den ein Lieferant einem Käufer in Rechnung stellt einschließlich der vom Lieferanten eingeräumten Rabatte, Nachlässe, Skonti usw.

buying probability Kaufwahrscheinlichkeit / (Marktforschung/Konsumforschung) Der Anteil der Personen oder Haushalte in einer Zielgruppe, die einen bestimmten Artikel innerhalb eines festgelegten Zeitraums kaufen werden,

buying process Kaufvorgang m (Marketing/ Marktforschung/Konsumforschung) buying propensity Kaufneigung f (Wirtschaftslehre) —> propensity to buy, propensity to purchase, purchasing propensity buying role Einkaufsrolle/, Beschaffungsrolle/ (Beschaffungsmarketing ) buying stage -> buying phase buying style Konsumstil m, Einkaufsstil m, Stil

240 m des Einkaufsverhaltens, des Kaufverhaltens (Konsumforschung/Marktforschung) buying style segmentation Konsumstil-Segmentation /, Einkaufsstil-Segmentation / (Marktforschung) Eine Form der psychographischen Marktsegmentation, die an das beobachtbare Konsumverhalten (z.B. Kaufgewohnheiten, Medienkonsum) der Abnehmer anknüpft, um mit Hilfe multivariater Analyseverfahren spezifische Konsumententypologien zu erarbeiten, fur die maßgeschneiderte Marketingstrategien entwickelt werden,

buying syndicate Einkaufsring m (Beschaffungsmarketing ) Eine Form der Einkaufskooperation, bei der mehrere Handelsunternehmen ihren gemeinsamen Einkauf so organisieren, daß ein einziges von ihnen für alle im Ring zusammengeschlossenen Unternehmen zusammen einkauft und daher gegenüber den Lieferanten als alleiniger Einkäufer auftritt.

—> cooperative buying group buying up trade Aufkaufhandel m (Wirtschaftslehre/Beschaffungsmarketing) Deijenige Bereich des Handels, der primär beschaffungsorientiert ist und Waren in kleinen Mengen aufkauft, so daß das Schwergewicht seiner wirtschaftlichen Tätigkeit auf dem Beschaflfungsmarkt liegt, während der Absatz entweder durch enge Kooperation mit Verarbeitungsbetrieben unproblematisch ist oder vollkommen nach geordneten Handelsstufen überlassen wird,

buyout Erwerb m aller Rechte, Pauschalerwerb aller Auffiihrungs- und Weiterverwertungsrechte eines Schauspielers, Sängers, Autors etc. vgl. management buyout buy phase (buyphase) —> buying phase

c cabotage Kabotage / to calibrate v/t eichen calibration Eichung /, Kalibrieren η, Kalibrierung/ calibration mark Eichmarke/ call 1. Besuch m, Kontaktversuch m 2. Vertreterbesuch m 3. Anruf m, Telefongespräch η to call 1. v/t besuchen, Besuch machen, Kontaktversuch machen 2. v/t anrufen, Telefongespräch führen, telefonieren call analysis Analyse / des Besuchsverhaltens (von Verkaufsvertretern) callback (call-back) Wiederholungsbesuch m, Wiederholungskontaktversuch m call for bids —> call for tenders call for tenders Ausschreibung/, Submission/, Verdingung / (Beschaffungsmarketing) Eine Marktveranstaltung des Beschaffungsmarketing, bei der ein Nachfrager eine schriftliche Aufforderung an Anbieter richtet, ihm schriftliche Angebote für eine zu erbringende Leistung zu unterbreiten, an die die Anbieter innerhalb der Zuschlagsfrist gebunden sind,

call frequency Besuchshäufigkeit/ Die Zahl der Kontaktversuche, die ein Verkaufsvertreter in einem gegebenen Zeitraum unternimmt,

call frequency schedule Besuchsplan m, Kundenbesuchsplan m Die Regelmäßigkeit, mit der ein Verkaufsvertreter seine Kunden besucht,

calling cycle Besuchszyklus m (Außendienst) Die durchschnittliche Zeit, die zwischen den Kundenbesuchen eines Verkaufsvertreters liegt,

call rate —> call frequency call report 1. Kontaktbericht m, Kontaktmemorandum η 2. Vertreterbericht m Der Bericht eines Vertreters oder Reisenden bzw. eines Kontakters einer Werbeagentur über Verhandlungen mit Klienten,

campaign Feldzug m, Werbefeldzug m, Kampagne/ can 1. Dose /, Büchse f (Verpackung) Ein formbeständiges, meist zylindrisches, prismatisches, kegelstumpf- oder pyramidenstumpfförmiges Packmittel mit einem Volumen bis zu etwa 10 Litern.

2. Konservendose f (Verpackung) Eine kochfeste Dose, die zur Herstellung von Konserven venvendet und luftdicht verschlossen wird.

canalization Kanalisierung / Kommunikationsforschung)

(Psychologie/

Ein Kommunikationsprozeß, der auf die Ausrichtung bzw. Fixierung, die Aktivierung und Mobilisierung von Erwartungen, Einstellungen, Verhaltensdispositionen oder Verhaltensweisen auf spezifische Objekte oder Arten der Befriedigung von Bedürfnissen, nicht jedoch auf die Änderung bestehender oder die Schaffung neuer Einstellungen oder Verhaltensmustem zielt.

canned sales talk aufgesagte Verkaufspräsentation /, Verkaufspräsentation / aus dem Gedächtnis Eine aus der Erinnerung wiederholte Tonband- oder Video-Verkaufsvorführung,

cannibalism eigentl Menschenfresserei /, Kannibalismus m (Marketing) 1. Die Konkurrenz, die sich ein Unternehmen selbst mit den eigenen Produkten oder mit der Einführung von neuen Produkten macht. Eine Konkurrenz, durch die es gewissermaßen die eigenen Erträge bzw. sich selbst „auffrißt". 2. Eine Wirtschafte- und Werbestrategie, die darauf abzielt, dem Markt für die Produkte eines Konkurrenten so sehr das Wasser abzugraben, daß dieser mindestens emste Schwierigkeiten bekommt.

cannibalization Kannibalisierung / (Marketing) 1. Das durch Sonderangebote und Sonderdisplays im Einzelhandel mitunter bewirkte Eintreten von Minderkäufen bei konkurrierenden Produkten oder Artikeln desselben Sortiments. 2. Eine konkrete Handlung oder ein konkreter Feldzug, der darauf abzielt, einem Konkurrenten den Markt streitig zu machen.

cannibalization effect Kannibilisierungseffekt m —> cannibalization to cannibalize v/t kannibalisieren, (einem Konkurrenten) den Markt streitig machen —> cannibalism, cannibalization canvas canvass canvass Kundenbesuch m, Hausbesuch m vgl. advance canvass, house-to-house advertising canvasser 1. Direktwerber m, Kundenbesucher m 2. Vertreter m, Handelsreisender m, der Hausbesuche macht canvassing Kundenbesuch m, Werbung / durch Kundenbesuch, Haus-zu-Haus-Werbung /, Direktwerbung/durch Kundenbesuche, Akquisition /, Akquisitionspolitik/ Die Gesamtheit deijenigen Außendienstaktivitaten eines Unternehmens, die entweder auf die Gewin-

capacity nung neuer Kunden oder auf Geschäftsabschlüsse mit bisherigen Kunden zielen,

capacity Kapazität f (Wirtschaftslehre/Informationstheorie) —> productive capacity, market capacity, channel capacity capacity policy Kapazitätspolitik f (Marketing/ Wirtschaftslehre) Der Bereich der Strukturpolitik eines Unternehmens, mit dessen Hilfe die Kapazitäten seiner Potentialfaktoren festgelegt werden, capacity principle Kapazitätsprinzip η (Marktpsychologie) Nach G. Silberer läBt sich das Kapazitätsprinzip wie folgt erläutern: .Individuen und Organisationen sind aufgrund ihrer begrenzten Reaktionsmöglichkeiten nicht in der Lage, sämtliche potentiell relevanten Reaktionsmöglichkeiten zu erkennen, den verfolgten Zielen sowie den gegebenen Möglichkeiten entsprechend objektiv, umfassend und konsistent zu bewerten und die optimale Reaktionsaltemative konsequent zu realisieren."

capital Kapital η (Wirtschaftslehre) capital good (meist pi capital goods) Kapitalgut η, Produktivgut η, Investitionsgut η, gewerbliches Verbrauchsgut η (Wirtschaftslehre) Oberbegriff für die gewerblichen Verbrauchsgüter (Produktionsgüter) und die gewerblichen Gebrauchsgüter (Investitionsgüter),

capital goods marketing Kapitalgütermarketing η Die Gesamtheit der an Wirtschaftsunternehmungen und andere Organisationen gerichteten Marketingaktivitäten für Güter und Dienstleistungen, die zur Herstellung anderer Güter und Dienstleistungen verwendet werden,

capital goods market research Kapitalgütermarktforschung / Die auf das Invesütionsverhalten und die damit in Zusammenhang stehenden Beschaffungsentscheidungen von Wirtschaftsuntemehmen und der in ihnen tätigen Entscheidungsträger gerichtete Marktforschung,

capital intensive adj kapitalintensiv capital turnover Kapitalumsatz m (Wirtschaftslehre) captive market eigentl unfreiwilliger Markt m, Zwangsmarkt m Die potentiellen Kunden von Einzelhandels- und Dienstleistungsunternehmen, die in Hotels, Flughäfen, Bahnhöfen u.dgl. angesiedelt sind. Der Ausdruck „captive" rührt daher, daß diese Kunden anders als die in Geschäftszentren keine wirkliche Wahl bei der Entscheidung über den Einkaufsort haben.

caravan test Caravan-Test m, Bustest m, Werbetest m, Anzeigentest m mit Einkaufsbus (Marktforschung/Werbeforschung) In der demoskopischen Marktforschung ein Pro-

242 dukttest, bei dem sowohl Verfahren der Befragung wie der Beobachtung möglich sind und in der Praxis auf vielfältige Weise kombiniert werden,

cardboard Karton m, Kartonpapier n, Kartonpappe/, Pappe/, Pappdeckel m, dünne Pappe/ Ein vor allem für Packungen verwendetes Steifpapier mit einer Blattstärke von über 0,3 mm und einem Gewicht von zwischen 120 und 700 g/m2.

cardboard box Pappschachtel/, Karton m —» carton cardboard engineer Verpackungsingenieur m, Verpackungsfachmann m card index of clients Kundenkartei/ carrier Austräger m, Zusteller m (Vertrieb) cartel Kartell η (Wirtschaftslehre) Eine horizontale Absprache zwischen wirtschaftlich und rechtlich selbständigen Wirtschaftsuntemehmen mit dem Ziel einer Marktbeeinflussung durch Beschränkung des Wettbewerbs, Veränderung der Marktordnung und verstärkte Rationalisierung,

carton Pappschachtel /, Schachtel /, Karton m, Pappkarton m (Verpackung) Ein flaches, weiches, ein- oder mehrteiliges, vielfach quadratisches verschließbares Packmittel aus Pappe in verschiedenen Bauarten, Ausführungen oder Lieferformen.

—» cardboard box case rate discount Mengenrabatt m, Mengenpreisnachlaß m (Marketing/Mediaplanung) Ein Rabatt, der für die Abnahme einer höheren als üblichen Menge eines Gutes gewährt wird,

case rate method mengenmäßige Festsetzung/ (des Budgets) Die Budgetfestsetzung auf der Grundlage der erwarteten Produktmengen, als Anteil (Prozentsatz) der gesamten Preise für die zu produzierenden Mengen,

cash and carry —» cash-and-carry wholesaler cash and carry warehouse -> cash-and-carry wholesaler cash-and-carry wholesaler Cash- and CarryBetrieb m, Cash- and Carry-Lager n, C & C-Großhändler m, Abhollagergroßhandel m, Abholgroßhandel m, Lagergroßhandel m, Selbstbedienungsgroßhandel m Eine Betriebsform des Großhandels, bei der gewerbliche Großverbraucher und Wiederverkäufer Waren in einem Lager im Wege der Selbstbedienung einkaufen, sie bar bezahlen und unter Verzicht auf Kundendienstleistungen auf eigene Kosten und in der Regel mit Hilfe eigener Transportmittel abtransportieren.

cash bargain market Kassamarkt m Eine Form des Börsenhandels, bei der im Gegensatz zum Terminmarkt das getätigte Geschäft sofort wirksam werden soll, was in der Börsenpraxis bedeutet, daß die Kontrahenten ihre vertraglichen Leistungen bis spätestens zum zweiten Werktag nach Geschäftsabschluß zu erbringen haben.

243 cash discount Skonto η (selten m), Barzahlungsrabatt m Ein Rabatt, der in Form eines prozentualen Abschlags vom Grundpreis eines Produkts oder einer Dienstleistung gewährt wird, bei dem jedoch im Gegensatz zur Preissenkung der Grundpreis bestehen bleibt.

cash equivalent (of an investment) Barwert m (einer Investition) (Wirtschaftslehre) In der Break-Even-Analyse ein zur Abschätzung der Erfolgsträchtigkeit einer Investition oder eines neuen Produkts ermittelter Wert,

cash flow Cash Flow m, Kapitalfluß m aus Umsatz (Wirtschaftslehre) Eine betriebswirtschaftliche Kennziffer für den erwirtschafteten Zufluß von Mitteln eines Wirtschaftsuntemehmens, die sich aus den aus dem Umsatz erwirtschafteten Nettoerträgen und aus der Auflösung von Abschreibungen ergibt,

cash flow analysis Cash-Flow-Analyse /, Analyse / des Kapitalflusses aus Umsatz cash market Punktmarkt m (Wirtschaftslehre) Eine Marktform, die als ein Sonderfall des vollkommenen Markts dadurch charakterisiert ist, daß alle Anbieter und Nachfrager geographisch an einem von allen Marktteilnehmern übersehbaren Markt zusammentreffen, so daß die zwischen ihnen liegenden Entfernungen keinerlei Einfluß auf die Preisbildung haben.

cash on delivery (c.o.d., cod) Barzahlung / b e i Lieferung cash terms pl Barzahlungskonditionen f/pl cash value (of an investment) —> cash equivalent cask Faß η (Verpackung) Ein bauchiges oder zylindrisches, rollbares Packmittel.

cassette Kassette / Tonkassette /, Filmrolle /, Videokassette/ catalog (brit catalogue) Katalog m, Verzeichnis n, Liste/, Aufstellung/ Ein gedrucktes Werbemittel, mit dessen Hilfe einem bestimmten Empfänger- und Interessentenkreis eine möglichst lückenlose Information über ein Warenangebot in Bild und Text dargeboten wird,

to catalog (brit to catalogue) v/t katalogisieren, in einen Katalog aufnehmen, in eine Liste aufnehmen catalog sale Katalogverkauf m —» catalog showroom, mail-order trade catalog showroom Katalogladen m, Kataloggeschäft η, Katalogschauraum m, Katalogbüro η (Marketing) Eine in den USA entwickelte Betriebsform des Einzelhandels, die durch Kombination von Versandhauswerbung und Einsatz eines offenen Verkaufsraums charakterisiert ist.

catalog warehouse —» catalog showroom

certificate of origin catchpenny 1. adj wertlos, Schund-, auf Kundenfang berechnet 2. Schundware /, Schundprodukt n, Schleuderartikel m categorial system kategoriales System η (Marketingorganisation ) Ein Marketingsystem, das sich aus einer Zusammenfassung von Systemelementen nach bestimmten Merkmalen (z.B. Konsumenten nach Alter, Einkommen, Haushaltsgröße) ergibt,

category Begriffsklasse/, Kategorie/, Gruppe/ category development Marktanteil m einer Produktgruppe, einer Produktkategorie (Marketing) —> market development; vgl. brand development category development index (CDI, C.D.I.) Marktanteil-Index m einer Produktkategorie, einer Warenkategorie (Marketing) —> market development index; vgl. brand development index causality Kausalität f (Logik) Der empirisch nicht umkehrbare, asymmetrische Zusammenhang zwischen einer Ursache (unabhängige Variable) und einer Wirkung (abhängige Variable), der im kontrollierten Experiment untersucht werden kann,

causal relation kausale Beziehung / (Logik) —» causality causal relationship —> causal relation, causality C & C —> cash-and-carry wholesaler CDI (C.D.I.) Abk category development index census Vollerhebung /, Zensus m, Totalerhebung/, Totalbefragung / (Marktforschung) Eine Erhebung, bei der im Gegensatz zu einer Teilerhebung (sample census, sample survey) alle Elemente einer Grundgesamtheit in die Untersuchung einbezogen werden,

central buying zentralisierter Einkauf m, zentralisierte Beschaffung/, Auftragskonzentration / (Beschaffungsmarketing) Die mit dem Ziel der Kostensenkung und der Erlangung von Preisvorteilen und günstigen Konditionen vorgenommene Zusammenfassung einer Mehrzahl von Einzelaufträgen zu einem einzigen Auftrag durch Organisationen wie z.B. freiwillige Ketten oder Einkaufszusammenschlüsse,

central market Großmarkt m, Großhandelsmarkt m Eine je nach der Anbieterstruktur als Erzeugermarkt, Händleimarkt oder eine Kombination von beiden eingerichtete ständige Marktveranstaltung zur Distribution vor allem von Obst und Gemüse und ähnlichen Agrarerzeugnissen wie Fleisch, Kartoffeln, Wolle, Hopfen, Eiern, Nutz- und Schlachttieren,

certificate of origin Herkunfsbezeichnung /,

certification mark Zertifikat η, Herkunftszeugnis η, ProvenienzZertifikat η (Marketing) Ein Zertifikat, das die Herkunft einer Ware aus einem bestimmten geographischen Gebiet, einem Ort, einer Landschaft oder einem Land bescheinigt, c e r t i f i c a t i o n m a r k Gütezeichen η (Marketing) Gin Instrument der Qualitätspolitik und des Gemeinschaftsmarketing mehrerer zu einer Gütegemeinschaft zusammengeschlossener Anbieter, das in der gemeinschaftlichen Benutzung eines eingetragenen Zeichens aller Anbieter eines bestimmten Erzeugnisses (oder mehrerer Erzeugnisse) oder einer bestimmten Leistung (oder mehrerer Leistungen) besteht und den Eindruck einer besonders hochstehenden Qualität dieser Erzeugnisse bzw. Leistungen zu vermitteln versucht, chain Kette/ —> store chain c h a i n d i s c o u n t Stufenrabatt m, Handelsstufenrabatt m (Marketing) Eine Form des Rabatts, bei dem die Absatzmittler entweder bar oder in Form von Waren einen Preisnachlaß auf den Verbraucherpreis erhalten, c h a i n of d e m a n d Nachfragekette/ Die durch die zeitliche Gestaltung der Nachfrage nach Grund- und Folgewaren bestimmte Komplementärdynamik der Nachfrage, c h a i n of d i s t r i b u t i o n Handelskette / , Absatzkette / ( M a r k e t i n g ) Die Gesamtheit der am Umsatz einer in ihrem stofflichen Charakter unverändert bleibenden Ware beteiligten Betriebe vom Erzeuger bis zum Verwender, c h a i n p r o s p e c t i n g Schneeballsystem η, Hydrasystem η, progressive Kundenwerbung/ Ein Verfahren der Kundenwerbung, das im Prinzip darin besteht, daß einem Käufer festgesetzte Preisnachlässe in Aussicht gestellt werden, wenn es ihm gelingt, eine bestimmte Anzahl von weiteren Käufern zu werben, c h a i n s t o r e Geschäft η einer Ladenkette, Filiale / e i n e r Einzelhandelskette Eine Verkaufsniederlassung (Filialbetrieb) eines nach dem Dezentralisationsprinzip organisierten Einzelhandelsunternehmens, das mehrere räumlich getrennte Verkaufsstellen unter zentraler Leitung betreibt.

chain store system Ladenkettensystem η, System η der Ladenketten, Einzelhandelskettensystem n, Filialsystem η Eine Betriebsform des Einzelhandels, deren räumliche Organisation des Warenabsatzes durch das Dezentralisationsprinzip charakterisiert ist.

chain store warehouse Ladenkettenlager η, Lager η einer Einzelhandelskette —> warehouse c h a m b e r of c o m m e r c e H a n d e l s k a m m e r / c h a n c e b u y e r Zufallskunde m, Laufkunde m, Zufallskäufer m (Einzelhandel) Ein Käufer, der in einem Geschäft nur einkauft, weil er mehr oder minder zufällig an ihm vorbeikommt.

244 Je nach Standort machen die Laufkunden einen mehr oder minder großen Anteil der Gesamtkundschaft eines Einzelhandelsgeschäfts aus. vgl. steady buyer c h a n c e c u s t o m e r Zufallskunde m, Laufkunde m (Einzelhandel) —» chance buyer c h a n c e c u s t o m e r s pi Laufkundschaft / (Einzelhandel) Im Gegensatz zu den Stammkunden sind die Laufkunden eines Einzelhandelsgeschäfts diejenigen Käufer, die in ihm nur einkaufen, weil sie mehr oder minder zufällig an ihm vorbeikommen, c h a n n e l Kanal m, Übertragungskanal m, Vertriebsweg m (Marketing) —» channel of distribution c h a n n e l c a p a c i t y Kanalkapazität / (Informationstheorie) Die maximale Menge an Informationen, die ein Kommunikationskanal innerhalb einer festgelegten Zeit verarbeiten kann, c h a n n e l c a p t a i n Absatzwegkapitän m (Marketing) Das dominierende Unternehmen in einem Absatzweg, das ihn ins Leben gerufen hat und weiterhin führt. c h a n n e l conflict Kanalkonflikt m, Absatzwegekonflikt m (Marketing) Der Konflikt zwischen zwei oder mehr Unternehmen in einem Absatzweg. c h a n n e l c o n t r o l Kanalkontrolle/, Absatzwegekontrolle / (Marketing) c h a n n e l c o o p e r a t i o n Kanalkooperation / , Absatzwegekooperation / (Marketing) Die Kooperation zwischen den verschiedenen Stufen bzw. auf derselben Ebene eines Absatzwegs, c h a n n e l e f f e c t i v e n e s s Kanaleffektivität / , Absatzwege-Effektivität / (Marketing) c h a n n e l flow Kanalfluß m, Absatzwegefluß m (Marketing) Die verschiedenen Typen des Bewegungsflusses, die mit einem konkreten Absatzweg verbunden sind. C h a n n e l f u n c t i o n Kanalfunktion / Absatzwegefunktion / (Marketing) c h a n n e l l e a d e r Absatzwegekapitän m —» channel captain c h a n n e l of c o m m u n i c a t i o n Kommunikationskanal m (Kommunikationsforschung) Das Medium, durch das mit Hilfe einer Aussage (Botschaft) die Distanz zwischen Kommunikator und Kommunikant überwunden wird, c h a n n e l of d i s t r i b u t i o n Absatzweg m (Marketing) Der Weg, den Güter von ihrer Herstellung bis hin zu ihrer Verwendung durchlaufen. —» distribution channel c h a n n e l p e r f o r m a n c e Absatzwegeleistung / (Marketing)

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channel power Absatzwegemacht / (Marketing) Der Grad der Marktbeherrschung (als Gradmesser der Abwesenheit von Wettbewerb durch eine Marktpartei), durch die diese einer anderen Marktpartei in einem Absatzweg trotz formaler Gleichstellung (Anbieter/Nachfrager) wirtschaftlich überlegen ist. c h a n n e l productivity K a n a l p r o d u k t i v i t ä t / , Absatzwegeproduktivität / (Marketing) Channel specialization Kanalspezialisierung / , Absatzwegespezialisierung f (Marketing) charity m a r k e t i n g S p e n d e n m a r k e t i n g η Ein Sonderbereich des Soziomarketing, der im Auffinden von Finanzierungsquellen jenseits der Adressaten von Gütern besteht, die nicht gegen kostendeckendes Entgelt angeboten werden, charting system Charting-System η (Marketing) Beim Produktmanagement im Rahmen des MatrixManagement die Schaffung spezieller Koordinationsorgane zur Gewährleistung einheitlicher und transparenter Regelungen bei der Durchführung abteilungsübergreifender Aufgaben mit Hilfe von Richtlinien für die Kooperation und Koordinierung, allgemeinen Funktionsbildern und Stellenbeschreibungen, Ziel- und Kompetenzbildem, Funktions-, Ablauf- und Kommunikationsdiagrammen, c h e c k Kontrolle / , P r ü f u n g / , Ü b e r p r ü f u n g / , N a c h p r ü f u n g / , Kontrollzeichen η to check I . v/t kontrollieren, p r ü f e n , überprüfen, nachprüfen 2 . v/t ankreuzen, anstreichen checklist effect ChecklistenefFekt m (Konsumforschung) Der bei Paneluntersuchungen in der Konsumforschung vielfach von den bei der Befragung verwendeten Berichtsbögen für bestimmte Warengruppen ausgehende Beeinflussungseffekt, der die Panelmitglieder zu Impulskäufen der angeführten Waren und damit zu einem Verhalten veranlaßt, zu dem die Befragten sich ohne Zugehörigkeit zum Panel nie veranlaßt gesehen hätten, cherry-picking eigentl Kirschen pflücken, fig die Rosinen herauspicken Sonderangebotsauswahl / , Sonderangebotseink a u f e n n, reiner Preiskauf m (Konsumforschung) Das Verhalten eines Konsumenten, der lediglich Billigpreis-Sonderangebote kauft. Für reine Preiskäufer ist allein der günstige Preis für die Kaufentscheidung von Bedeutung, nicht jedoch die Marke. c h i p b o a r d Schachtelpappe / (aus Papierabfällen hergestellt) choice 1. Wahl f W a h l h a n d l u n g f A u s w a h l f Alternative / , Auswahlmöglichkeit / , Entscheidungsmöglichkeit / , Entscheidung / , K a u f entscheidung/ 2. Vorrat m, Sortiment η

closed-door d i s c o u n t h o u s e

—> b r a n d choice, c o n s u m e r b r a n d choice, cons u m e r choice church marketing Kirchemnarketing η Die Entwicklung von Kommunikationsstrategien zur Revitalisierung von Glaubenswerten in der Gesellschaft und zur wirksamen Begegnung des Rückgangs der Mitgliederzahlen in Kirchen, class —* social class, s o c i o e c o n o m i c status classification Klassifikation f Klassifizierung / (empirische Sozialforschung) Eine Operation, durch die Elemente einer Gesamtheit von Objekten mit Hilfe eines als Klassifikationskriterium dienenden Merkmals aufgrund von Äquivalenz- oder Ähnlichkeitsbeziehungen in Gruppen so aufgeteilt werden, daß jedes einzelne Element jeweils nur einer einzigen Gruppe angehört. C l a y t o n A c t kurz für C l a y t o n Antitrust Act C l a y t o n Antitrust A c t amerikanisches Antikartellgesetz η Das amerikanische Antitrustgesetz Gesetz aus dem Jahr 1914, das vor allem jene Fragen des Wettbewerbsrechts regelt, die der Sherman Act offengelassen hatte. vgl. S h e r m a n Act c l e a r a n c e sale Schlußverkauf m, Saisonschlußverkauf m Eine Sonderveranstaltung des Einzelhandels mit reduzierten Preisen am Ende eines Verbrauchsabschnitts für bestimmte, zum Schlußverkauf zugelassene Artikel. Für die Schlußverkaufswerbung gilt generell, daß sie frühestens an festegelegten Terminen beginnen darf. —> closeout client K u n d e m, Klient m, A u f t r a g g e b e r m (einer Werbeagentur) Der Vertragspartner einer Werbeagentur oder eines Forschungsinstituts, der im Verhältnis zu ihr/ihm Kunde (Klient) ist. client b e h a v i o r (brit client b e h a v i o u r ) K u n denverhalten η (Konsumforschung) client b r a n d M a r k e / des A u f t r a g g e b e r s , des K u n d e n (einer Agentur) clientele K u n d e n m/pl, K u n d e n k r e i s m, A u f traggeberkreis m, Klientele / closed a s s o r t m e n t display —» closed display; vgl. assortment display closed display geschlossene W a r e n a u s l a g e / , Verschlußauslage / , W a r e n a u s l a g e / unter Verschluß (POP-Werbung) Eine Warenauslage, zu der Käufer nicht ohne weiteres Zugang haben, also eine Auslage in Vitrinen, Schaufenstern u.dgl. —> closed assortment display; vgl. o p e n display closed-door discount h o u s e MitgliedschaftsDiscounter m, Kaufscheinhändler m Ein Discount-Geschäft, in dem nur Kunden mit einem Mitgliedsausweis einkaufen dürfen. —> closed-door discounting

c l o s e d - d o o r discounting

c l o s e d - d o o r discounting Kaufscheinhandel m Eine vorwiegend von Herstellern und Großhändlern praktizierte Form des Handels mit Letztverbrauchem, bei der diese eine Art Ausweispapier (den Kaufschein) ausgestellt bekommen und dadurch die Berechtigung erlangen, Waren des Ausstellers zu Vorzugsbedingungen (z.B. zu Hersteller- oder Großhandelspreisen) zu bekommen, closed-end diary Tagebuch η mit geschlossenen Fragen (Marktforschung) In der Marktforschung ein vollstrakturiertes Tagebuch, in dem ein Befragter ausschließlich vorgegebene Kategorien ankreuzt. —> diary method; vgl. o p e n - e n d diary c l o s e d - e n d question —» closed question closed question geschlossene Frage f (empirische Sozialforschung) Eine Art der Frage in Befragungen der Markt- und Sozialforschung, bei der die Antwortmöglichkeiten für die Befragten in Form von Antwortvorgaben vorformuliert sind, so daß sie nur anzugeben brauchen, welcher dieser Möglichkeiten sie zustimmen, closed stock Ausverkaufslager n, Ausverkaufswarenbestand m closeout Ausverkauf m Eine Sonderveranstaltung des Einzelhandels, die entweder erfolgt, weil der gesamte Geschäftsbetrieb eines Einzelhandelsbetriebs oder eines Zweiggeschäfts (Totalausverkauf) oder der Verkauf einer Warengattung (Teilausverkauf) aufgegeben wird, to close out 1. v/t in d e n Ausverkauf bringen, ausverkaufen 2. v/i R ä u m u n g s v e r k a u f machen, Ausverkauf machen close-out sale —> closeout c l o s i n g - d o w n sale —» closeout closure K u n d e n b e s t e l l u n g / a u f g r u n d von Briefwerbung vgl. direct-mail advertising c l u b p l a n selling Clubverkauf m, Vereinsverkauf m (Marketing/Verkaufsförderung) Eine Verkaufsförderungsmaßnahme, bei der ein Konsument einen Preis oder einen Nachlaß dafür erhält, daß er einem Kundenklub beitritt. cluster m a r k e t i n g Pauschalabsatzförderung / , Pauschalmarketing η Werbung für vergleichbare Produkte in verschiedenen Werbeträgem. C M A ( C . M . A . ) Abk cooperative merchandising agreement c o b w e b t h e o r e m S p i n n w e b - T h e o r e m η, Spinn e n n e t z - T h e o r e m η, C o b w e b - T h e o r e m η Ein Theorem, das die verzögerte Anpassung der Nachfrage an das Angebot darstellt - ein Vorgang, der in der graphischen Darstellung wie ein Spinnennetz aussieht. c o d e d a t e Verfalldatum η, Frischestempel m (auf Lebensmittelpackungen etc.)

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c o d e d a t i n g A n b r i n g e n η von Verfalldaten, A u s z e i c h n u n g / mit Verfalldatum, mit Frischestempel c o d e price Verkaufspreis m Der faktische Preis nach Abzug des Händlerrabatts, coffin c a s e T i e f k ü h l t r u h e / ( i m Warenhaus) Cognition Kognition f (Psychologie) In der Psychologie bezeichnet Kognition die Gesamtheit der psychischen Prozesse (bzw. das Resultat der Prozesse), durch die ein Individuum bewußte Kenntnis seiner Umwelt und seiner selbst erwirbt. cognitive c o n s o n a n c e kognitive Konsonanz / (Einstellungsforschung) —> cognitive dissonance cognitive dissonance kognitive Dissonanz / (Einstellungsforschung) Die von Leon Festinger formulierte Hypothese, das Individuum strebe nach einem möglichst stabilen seelischen Gleichgewicht, nach Konsonanz von Wissen, Denken, Wahrnehmen, Empfinden und Handeln, und die Unvereinbarkeit und Widersprüchlichkeit (Dissonanz) einzelner oder mehrerer kognitiver Elemente löse einen wie eine psychische Sanktion wirkenden Spannungszustand aus, der zur kompensatorischen Veränderung der Dissonanz führt: Das Individuum versucht, die Dissonanz zu reduzieren, indem es entweder seine Einstellungen und Überzeugungen anpaßt oder Situationen vermeidet, in denen Dissonanz entsteht bzw. bestärkt oder gefördert wird, cohort K o h o r t e f (Statistik) Kohorten sind Aggregate von Untersuchungseinheiten, die ein bestimmtes Ereignis zum selben Zeitpunkt erfahren haben und mithin zeitlich gleiche Merkmalsausprägungen haben (z.B. Personen, die im selben Jahr geboren wurden, im selben Jahre in Schule oder Beruf eintraten, im selben Jahr heirateten usw.). cohort analysis Kohortenanalyse f (Statistik) In der Kohortenanalyse werden Kohorten im Zeitverlauf insbesondere im Hinblick auf Veränderungen untersucht. Gegenstand der Untersuchung können sowohl Veränderungen innerhalb einer Kohorte wie zwischen den Kohorten sein, coined b r a n d kurz für coined brand n a m e coined b r a n d n a m e Phantasiemarkenname TO —* coined w o r d coined w o r d Phantasiewort η, Phantasiemarke / , Phantasiename m Ein erfundenes Wort oder eine Buchstabenkombination, die zusammen ein Phantasiewort ergibt, das als Markenname geeignet ist. —> arbitrary m a r k collation pack M e h r f a c h p a c k u n g / , M e h r f a c h verpackung/, Mehrstückpackung/ Das Angebot mehrerer zusammengepackter Einzelpackungen in Form einer Gesamtpackung (in der Regel mit einem niedrigeren Preis, als sich aus der Summe der Einzelpreise ergäbe).

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collection discount Abholrabatt m

commission system men des Unternehmens, das er vertritt, Geschäftsabschlüsse zu tätigen.

Ein Rabatt, den ein Hersteller Händlern dafür einräumt, daß diese eine Ware, die üblicherweise frei zugestellt wird, selbst beim Händler abholen.

vgl. commercial agent commercial usage Handelsbrauch m. Usance/

—» pickup discount combination feature Kombinationsangebot η, Kombinationsverkauf m (Marketing)

Eine ungeschriebene Verkehrssitte, die allgemein anerkannt und verbreitet (also nicht nur an einem bestimmten Ort) ist.

Das Angebot mehrerer Produkte, die zusammen verkauft werden,

combination pack Mehrfachpackung/ Das Angebot mehrerer zusammengepackter Einzelpackungen in Form einer Gesamtpackung (in der Regel mit einem niedrigeren Preis, als sich aus der Summe der Einzelpreise ergäbe),

combination store Verbrauchermarkt m, Selbstbedienungswarenhaus n, SB-Warenhaus η Verbrauchermärkte sind eine Betriebsform des Einzelhandels, die eine Mindestverkaufsfläche von 1000 qm, in der Realität oft genug aber auch zwischen 3000 und 4000 qm (SB-Warenhaus) haben,

combipack Verbundpackung /, Combi-Pack m, Kombinationspackung / Die Zusammenfassung verschiedener Wareneinheiten zu einer Packungseinheit.

commerce Handel m Der Handel stellt als Institution und als Funktion das Bindeglied zwischen der Herstellung und dem Verbrauch dar. Er ist im weiteren Sinne der Austausch von Waren und Diensten zwischen Wirtschaftspartnern, im engeren Sinne lediglich der Warenaustausch zwischen Wiitschaftspartnern (Warenhandel).

commercial agent Vermittlungsvertreter m Ein Handelsvertreter, der im Gegensatz zum Abschlußvertreter lediglich berechtigt ist, Geschäfte für das Unternehmen, das er vertritt, zu vermitteln, nicht jedoch dazu, sie selbst abzuschließen.

vgl. commercial representative commercial auction AufSteigerung/, Auktion / auf Aufstrich, Aufstrichverfahren η Eine Auktion, bei der nach dem am meisten bekannten und ältesten Bieteverfahren der Preis mit jedem neuen Gebot erhöht wird und der Zuschlag an das Höchstgebot erteilt wird.

vgl. Dutch auction commercial directory Branchenadreßbuch η, Handelsadreßbuch η Das Adressenverzeichnis einer Wirtschaftsbranche oder eines Handels- bzw. Industriezweigs.

—> directory, trade directory commercial good (meist pi commercial goods) Handelsware / Kaufartikel m (Wirtschaftslehre) Ein im Gegensatz zu ideellen Waren reales, technisch hergestelltes, natürliches und zum Austausch bestimmtes bewegliches Wirtschaftsgut, das unmittelbar genutzt wird,

commercial representative Abschlußvertreter m Ein Handelsvertreter, dessen Aufgabe es ist, im Na-

commissary trading Behördenhandel m Eine Form des Handels auf dem grauen Markt, die ebenso wie der Belegschaftshandel eine Handelstätigkeit der Mitarbeiter von Behörden während der Dienstzeit und innerhalb der Diensträume darstellt, für den vor allem wegen des Wegfalls von Kosten für Verkaufsräume und Verkaufspersonal (z.B. für Sammelbestellungen) meist sehr günstige Preise eingeräumt werden,

commissary store Belegschaftsladen m —> company trading commission Provision /, Kommission /, Provisionsgebühr /, Mittlergebühr /, Vermittlungsgebühr/ commissionable adj provisionierbar (Anzeige, Werbung) commission agency business —» commission business commission agent Kommissionsvertreter m, Provisionsvertreter m, Kommissionär m, Kommissionsagent m Ein selbständiger Gewerbetreibender, der als Kommissionär ständig für das von ihm vertretene Unternehmen tätig ist und dementsprechend in dessen Vertriebsorganisation eingegliedert ist.

commission business Kommissionshandel m, Kommissionsgeschäft η Die geschäftliche Betätigung eines Kaufmanns im eigenen Namen und für fremde Rechnung. Es handelt sich dabei um einen auf eine Geschäftsbesorgung gerichteten gegenseitigen Vertrag,

commissioned research Auftragsforschung / fMarktforschung/Mediaforschung) Die im Gegensatz zur Grundlagenforschung im Auftrag von öffentlichen oder privaten Klienten durchgeführte Forschung,

commissioner Kommissionär m, Kommissionshändler m, Kommissions-Handelsunternehmer m Ein meist im Außenhandel (Import wie Export) und oft auch im Handel mit Agraiprodukten berufstätiger selbständiger Gewerbetreibender, der als akquisitorisch tätiger Absatzhelfer im eigenen Namen, aber für die Rechnung eines Auftraggebers, des Kommittenten, Waren oder Wertpapiere verkauft,

commission house Kommissionshändler m, Kommissions-Handelsunternehmen η commissioner commission merchant —» commissioner commission system Kommissionssystem η, Provisionssystem η (Werbung/Mediaplanung) —> commission

commodity commodity Gebrauchsgut η, Gebrauchsgegenstand m, Handelsartikel m, Ware/, Handelsware /, Kaufartikel m (Wirtschaftslehre) Ein im Gegensatz zu ideellen Waren reales, technisch hergestelltes, natürliches und zum Austausch bestimmtes bewegliches Wirtschaftsgut, das unmittelbar genutzt wird,

commodity-brand association Warenmarkenassoziation / (Marktpsychologie/Marketing) Die Assoziation einer Markenware mit der Gebrauchsgutkategorie, der sie zugehört.

—> brand association, product-brand association commodity rate Massenwarentarif m common carrier öffentliches Fuhr- und Transportunternehmen η, öffentliches Beförderungsuntemehmen η Ein Beförderungsunternehmen, das berechtigt und verpflichtet ist, Transporte für jeden Auftraggeber in seinem Einzugsgebiet zu festgesetzen, öffentlich bekanntgegebenen Frachtraten durchzuführen,

to communicate 1. v/t mitteilen, Ubertragen, kommunizieren 2. v/i in Verbindung stehen, sich in Verbindung setzen, kommunizieren communication Kommunikation / Im weitesten Sinne umfaßt Kommunikation alle Prozesse der Informationsübertragung. Im engeren Sinne ist Kommunikation eine spezifische Form der sozialen Interaktion zwischen zwei oder mehr Individuen bzw. zwischen Individuen und Institutionen (nach diesem Verständnis werden hier also sowohl Prozesse der Maschine-Maschine-Kommunikation bzw. der Mensch-Maschine-Kommunikation wie Prozesse der intrapersonalen Kommunikation nicht zu den Kommunikationsprozessen gerechnet).

Communication, Advertising and Marketing Education Foundation, Ltd. (CAM Foundation) britische Stiftung / für Berufsausbildung in der Massenkommunikation, Werbung und Marktforschung Eine Stiftung, die standardisierte Ausbildungsprogramme, Lehrpläne und Abschlußzeugnisse in Berufen der Werbung, Marktforschung und Verkaufsförderung entwickelt.

Communication, Advertising and Marketing Society (CAM) britischer Mitgliederverband m von Berufstätigen in der Kommunikation, der Werbung, Public Relations, Marketing und Verkaufsförderung communication channel Kommunikationskanal m (Kommunikationsforschung) Das Vehikel, das eine Botschaft zum Empfänger transportiert.

communication instrument Kommunikationsinstrument η (Kommunikationsforschung) —» communication mix communication mix Kommunikations-Mix n, Kommunikationspolitik / Die Gesamtheit der Maßnahmen, die darauf zielen,

248 das Verhalten und die Einstellungen tatsächlicher oder potentieller Käufer oder Nutzer von Produkten oder Dienstleistungen durch Einsatz von informierenden und beeinflussenden Botschaften zu steuern. Beeinflussende Kommunikation zielt also gleichermaßen auf Information und Steuerung,

communication model Kommunikationsmodell η (Kommunikationsforschung) communication policy —» communication mix communication process Kommunikationsprozeß m (Kommunikationsforschung) communication research Kommunikationsforschung/, Kommunikationswissenschaft/, Kommunikationsforschung / Die wissenschaftliche Erforschung von Kommunikationsprozessen,

communications gap Kommunikationslücke / communications research —> communication research, mass communications communication theory Kommunikationstheorie f (Kommunikationsforschung) communicator Kommunikator m (Kommunikationsforschung ) communicator credibility Glaubwürdigkeit / des Kommunikators, Kommunikatorglaubwürdigkeit / (Kommunikationsforschung) communicator research Kommunikatorforschung / (Kommunikationsforschung) Community center 1. Gemeinde- oder Stadtteilzentrum η Ein Einkaufszentrum mit einem Einzugsradius von meist mehr als 15 000 Personen, von denen viele auch in weiterer Entfernung vom Zentrum wohnen und zum Einkaufen auch längere Strecken zurücklegen.

2. Versorgungszentrum η Ein Einkaufszentrum mit einem besonders breiten Angebot an Waren und Dienstleistungen, in dem neben den üblichen Einzelhandelsgeschäften (Supermärkte, Fachgeschäfte usw. sowie Reinigungen Friseure usw.) weitere Betriebe wie Arzt- und Zahnarztpraxen, Anwaltbüros, Kreditinstitute, Postämter, Saunen, Filmtheater, Kindergärten usw. vorhanden sind.

community marketing Kommunalmarketing η, Marketing η für die Kommune Die Marketingaktivitäten von Gebietskörperschaften in der Kommunal- und Regionalplanung,

company goodwill Firmenwert m, Geschäftswert m Der eigentlich immaterielle, aber aktivierbare Wert eines Wirtschaftsunternehmens, der sich insbesondere aus der Reputation und der diese fördernden und steigernden Leistungsfähigkeit seines Managements ergibt (Goodwill) und der Uber seinen Substanzwert (Summe der Vermögenswerte abzüglich Verbindlichkeiten) hinausgeht,

company logo —» company signature company-owned store Belegschaftsladen m

249 —> company trading company signature Firmenzeichen η In rechtlicher Hinsicht ein Warenzeichen, das eine Firma insgesamt kennzeichnet.

Company trade (company trading) Belegschaftshandel m Eine Form des grauen Marktes, die im organisierten Bezug und Verkauf von Waren und Leistungen besteht, die nicht aus dem eigenen Unternehmen stammen, durch Angehörige der Belegschaft während der Arbeitszeit und innerhalb der Räume des eigenen Unternehmens,

comparative price Vergleichspreis m comparative reference group komparative Bezugsgruppe / (Sozialpsychologie/Marktpsychologie) Eine Bezugsgruppe, die ein Individuum als Maßstab seiner eigenen Befriedigung oder Nichtbefriedigung (relative Deprivation) betrachtet,

comparison of actual and target sales figures Soll-Ist-Vergleich m, Abweichungsanalyse/ Eine Form der Umsatzanalyse, deren Funktion die Untersuchung des relativen Beitrags verschiedener Faktoren zum Auftreten eines deutlichen Auseinanderfallens von tatsächlich erzielten Umsätzen oder Erlösen (Ist) und erwarteten Umsätzen oder Erlösen (Soll) ist.

compensation deal Kompensationsgeschäft η, Gegengeschäft η, Naturaltausch m Eine Tauschvereinbarung zwischen zwei Geschäftspartnern, einem Auftraggeber und einem Auftragnehmer, nach der eine Leistung oder eine Ware (Waren) nicht mit Geld, sondern mit einer Gegenleistung oder Gegenware bezahlt wird,

compensatory pricing kalkulatorischer Ausgleich m, Ausgleichskalkulation /, Mischkalkulation/ Eine Preispolitik des Handels, die gezielt bei Teilen des Angebots oder des Sortiments, bei Einzelleistungen oder Einzelabteilungen oder in begrenzten Zeitperioden Gewinneinbußen in Kauf nimmt, um durch die umsatzsteigemde Wirkung, die dies auf das übrige Angebot, das übrige Sortiment usw. hat (die mit entsprechend höheren Spannen kalkuliert werden), die Einbußen wieder zu kompensieren bzw. überzukompensieren.

competition 1. Wettbewerb m, Konkurrenz / Unter Konkurrenz wird im wirtschaftlichen Sprachgebrauch sowohl die Gesamtzahl der Mitbewerber auf einem Markt wie die Marktsituation des Wettbewerbs zwischen Anbietern auf Absatzmärkten oder Nachfragern auf Beschaffungsmärkten bzw. in der Marktformenlehre die Gesamtheit der Situationen eines polypolistischen, eines oligopolitischen oder monopolistischen Wettbewerbs verstanden.

2. Konkurrenten m/pl, die Konkurrenz/ 3. Preisausschreiben η Eine besondere Art der Auslobung, bei der jemand eine Belohnung erhält, der sich ausdrücklich um Teilnahme beworben hat und dem diese aufgrund

complementary demand der Teilnahmebedingungen durch den Auslobenden selbst oder durch einen von diesem eingesetzten Preisrichter bzw. eine Jury zugesprochen wird.

—» prize competition competition analysis Konkurrenzanalyse /, Konkurrenzforschung / Die genaue Erfassung und Auswertung der Zahl und der Marktanteile der Mitbewerber eines Unternehmens, ihres absatzpolitischen Verhaltens, ihres wirtschaftlichen Potentials, der Qualität und Quantität der von ihnen angebotenen Güter und Leistungen,

competitive advantage Konkurrenzvorteil m, Konkurrenzvorsprung m competitive analysis Konkurrenzanalyse / —> competition analysis competitive behavior (brit behaviour) Wettbewerbsverhalten η, Konkurrenzverhalten η competitive bidding Wettbewerbspräsentation /, Konkurrenzangebot η Eine Präsentation, bei der mehrere Bewerber um die Vergabe eines Auftrags konkurrieren,

competitive brand Konkurrenzmarke / competitive edge Konkurrenzvorteil m, Konkurrenzvorsprung m competitive intelligence Wettbewerbsinformationen f/pl, Konkurrenzinformationen f/pl, Informationen f/pl über die Konkurrenz competitive-parity budgeting konkurrenzbezogene Methode / (der Budgetierung), konkurrenzbezogene Budgetierungsmethode/ —> competitive-parity method competitive-parity method konkurrenzbezogene Methode / (der Budgetierung), konkurrenzbezogene Budgetierungsmethode/ Ein Budgetierungsansatz, bei dem die Höhe des eigenen Budgets sich an der Höhe der Aufwendungen der Konkurrenz orientiert,

competitive-parity pricing konkurrenzbezogene Preisbildung /, konkurrenzbezogene Preissetzung /, konkurrenzbezogene Preissetzungsmethode / competitive position Wettbewerbsposition /, Konkurrenzstellung /, Stellung / gegenüber der Konkurrenz, gegenüber den Wettbewerbern competitive preference Markenpräferenz / für eines von mehreren Konkurrenzprodukten Die Produktpräferenz als Marktanteilswert,

competitive price Wettbewerbspreis m, Konkurrenzpreis m competitive strategy Wettbewerbsstrategie/, Konkurrenzstrategie / competitor Konkurrent m, Konkurrenzunternehmen n, Konkurrenzfirma/ complaint Reklamation / complementary demand Komplementärbedarf m, Bedarf m nach Komplementärgütern

complementary goods

c o m p l e m e n t a r y g o o d s pi 1. Bedarfsfeld η Ein Bündel von komplementären Einzelbedarfen, die miteinander so eng verbunden sind, daß sie einen zusammenhängenden Komplex von subjektiven Bedarfskomplementaritäten bilden. 2. K o m p l e m e n t ä r g ü t e r n/pl, Komplementärartikel m/pl Produkte, die einander in einer Weise ergänzen, daß der Nutzen des einen ohne das andere entweder überhaupt nicht vorhanden ist oder aber durch das Vorhandensein des anderen Produkts wesentlich erhöht wird. vgl. substitution g o o d s c o m p l e m e n t a r y p r o d u c t s pi - > c o m p l e m e n tary g o o d s c o m p l e t e c e n s u s Totalerhebung / , Vollerheb u n g / , Zensus m (empirische Sozialforschung) Eine Erhebung, bei der im Gegensatz zu einer Teilerhebung alle Elemente einer Grundgesamtheit in die Untersuchung einbezogen werden, c o m p o n e n t i a l analysis K o m p o n e n t e n m e t h o d e /, Komponentenanalyse/ Ein Prognoseverfahren, bei dem die Prognosevariable mit Hilfe der Regressionsrechnung in Teilgrößen aufgespaltet wird und die einzelnen Prognosekomponenten mit den sektoralen Bezugsgrößen verknüpft und unabhängig voneinander prognostiziert werden. Die Gesamtprognose ergibt sich dann durch einfache Addition der Teilprognosen, composite method Kombinationsmethode / , Mischmethode / Die eklektische Festsetzung eines Budgets nach einer Vielzahl von verschiedenen Methoden, c o m p o s i t e pricing —> compensatory pricing computer simulation Computer-Simulation/ Eine Simulationstechnik, bei der ein theoretisches Modell unter gleichzeitigem Einsatz von Erfahrungswerten Untersuchungsergebnissen und anderen Informationen über Verknüpfungen in einen Rechner eingegeben wird, c o n c e n t r a t e d m a r k e t i n g konzentriertes M a r keting η Eine Marketingstrategie, die darauf zielt, das Angebot eines Unternehmens in dem größten Segment zu piazieren. concentration Konzentration / (Wirtschaftslehre/Psychologie ) concentration c u r v e Konzentrationskurve / , E i n k o m m e n v e r t e i l u n g s k u r v e / , Lorenzkurve / (Statistik) Eine graphische Technik zur Darstellung und Analyse relativer Konzentrationsverhältnisse, die von dem Amerikaner M. C. Lorenz zur Darstellung der Einkommensverhältnisse verwendet wurde, concentration of d e m a n d N a c h f r a g e k o n z e n tration / ( B e s c h a f f u n g s m a r k e t i n g ) Das Ausmaß der Einschaltung der Betriebe einer Handelsstufe in die Beschaffung der korrespondierenden Betriebe der nachgelagerten Handelsstufe,

250 insbesondere innerhalb integrierter Organisationsformen und Handelsgruppen, concentration ratio Konzentrationsquote / , Konzentrationsrate / Der Marktanteil, den die führenden vier Firmen einer Branche nach den Angaben der amerikanischen Bundesregierung haben, concentration strategy Konzentrationsstrategie f(Marketing) Eine Marketingstrategie, deren Ziel es ist, alle Tätigkeiten des Unternehmens auf die stärksten Segmente und Absatzwege zu konzentrieren und dementsprechend alle Randgebiete und kleineren Absatzwege allmählich zu eliminieren. vgl. m i l k i n g strategy concept K o n z e p t η conception K o n z e p t i o n / c o n c e s s i o n principle Leased-department-Prinzip η Ein von vielen Warenhäusern und Supermärkten praktiziertes Geschäftsprinzip, nach dem diejenigen Abteilungen für Warengruppen, an denen das Unternehmen selbst nicht interessiert ist bzw. für deren Unterhaltung es nicht ausgerüstet ist (deren Vorhandensein jedoch die erforderliche Breite des Sortiments gewährleistet), an ein anderes, meist spezialisiertes Unternehmen vermietet werden, c o n d e n s e d catalog (brit catalogue) Kurzkatalog m, P r e i s l i s t e / Ein Katalog, in dem nur die wichtigsten Waren angeführt sind. conditioning Konditionieren n, Konditionierung / (Psychologie/Marktpsychologie) Ein experimentelles Verfahren bzw. eine Erfahrung, durch das/die eine bestimmte Reaktion oder ein bestimmtes Verhalten von dem Vorliegen bzw. Auftreten bestimmter Bedingungen abhängig wird und daher mit hoher Wahrscheinlichkeit durch diese Bedingungen wieder ausgelöst werden kann, to c o n d u c t v/t führen, d u r c h f ü h r e n , leiten, verwalten, betreiben to c o n d u c t a c a m p a i g n v/t eine K a m p a g n e f ü h ren, einen Feldzug m a c h e n to c o n d u c t a n investigation v/t eine Untersuchung d u r c h f ü h r e n consideration f r a m e M a r k e n r a h m e n m, B e z u g s g r u p p e / , B e z u g s r a h m e n m für Markenartikel, Berücksichtigungsfeld η (Marktpsychologie/Marktforschung/Marketing) Der gegenüber dem Wahmehmungsfeld kleinere und gegenüber dem Auswahlfeld umfassendere Bereich derjenigen Waren und Marken auf einem spezifischen Markt, die ein Konsument vor Kaufentscheidungen ernsthaft in Betracht zieht. Es handelt sich um die Gruppe der Markenerzeugnisse, die ein Käufer kennt und als kaufbar ansieht, die er also prinzipiell mit in seine Erwägungen einbezieht, wenn er ein Erzeugnis dieser Produktgruppe kauft, consignation —» consignment

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consignation deal —> consignment consignation d e a l i n g —» c o n s i g n m e n t consignation store —> consignment consignation w a r e h o u s e —> c o n s i g n m e n t c o n s i g n m e n t Konsignation / , Konsignationshandel m Eine Form des Kommissionsgeschäfts, bei der ein Kommissionär (der Konsignatar) die zu verkaufende Ware auf sein eigenes Lager (das Konsignationslager) Ubernimmt. Dabei trägt der Konsignant (der Kommittent) die Lagerhaltungskosten. Der Konsignatar verkauft ebenso wie der Kommissionär die Waren im Namen und für Rechnung des Konsignatanten. c o n s i g n m e n t b u y i n g —» c o n s i g n m e n t c o n s i g n m e n t t e r m s pi —» c o n s i g n m e n t Konsignationssystem η —> consignment consolidated b u y i n g —> central b u y i n g conspicuous c o n s u m p t i o n P r e s t i g e k o n s u m m, auffälliger Verbrauch m, demonstrativer K o n sum m (Marktpsychologie) Deijenige Konsum, dessen hauptsächliche Funktion es nach Thorstein Vehlen ist, von anderen bemerkt zu werden, weil mit ihm im Bewußtsein der Verbraucher ein hohes Prestige verknüpft ist und die Demonstration oder Vortäuschung der Zugehörigkeit zu einer gehobenen Einkommens- oder Sozialschicht, der „leisure class" (Schickeria) möglich ist. conspicuous p r o d u c t sozial auffälliges Produkt η (Konsumforschung/Marktpsychologie/Marketing) Als sozial auffällige Produkte werden meist solche Güter bezeichnet, die im sozialen Umfeld von Konsumenten wahrscheinlich hohe Beachtung finden und wegen des Zusatznutzens, den sie stiften, vielfach als Prestigeprodukte des demonstrativen Konsums verwendet werden, construction organization A u f b a u o r g a n i s a t i o n / Eine von zwei alternativen Arten der „integrativen Strukturierung" (Erich Kosiol) der Marketingorganisation, die sich vor allem mit Problemen der Gliederung des Unternehmens in funktionsfähige Untereinheiten sowie der Koordination der Untereinheiten beschäftigt und um Regelungen über die Zusammenfassung und Zuordnung von Absatzaufgaben auf die Absatzorgane und deren Zusammenwirken bemüht ist.

c o n s u m e r characteristic

2 . Verbrauchsgut n, Verbrauchsartikel m —» c o n s u m e r good consumable supplies/)/ industrielle Verbrauchsgüter n/pl, Produktionsgüter n/pl Die dem industriellen Bedarf dienenden Rohstoffe, Hilfsstoffe, Halbfabrikate, usw., die als Wiedereinsatzfaktoren der Herstellung weiterführender Produkte dienen, d.h. solche Produküvgüter, die anders als die Investitionsgüter beim Produktionsprozeß verbraucht werden, indem sie unverändert, bearbeitet oder verarbeitet zur Herstellung von anderen Gütern verwendet werden und in diese direkt oder indirekt eingehen (Rohstoffe, Vorprodukte, Einbauteile oder Einbauaggregate) oder zu deren Produktion verbraucht werden (Hilfsstoffe, Betriebsstoffe, Schmierstoffe wie z.B. Heizöl, Kohle, elektrische Energie). t o c o n s u m e v/t verbrauchen, k o n s u m i e r e n c o n s u m e r Verbraucher m, K o n s u m e n t m, K u n d e m, A b n e h m e r m, K ä u f e r m, Endverb r a u c h e r m, Letztverbraucher m Ein Wirtschaftssubjekt, das als Mitglied eines privaten Haushalts am Markt als Käufer und Verwender (Letztverbraucher) von Gütern oder Leistungen zum Zwecke der Befriedigung von individuellen (d.h. eigenen oder denen des Haushalts bzw. einzelner seiner Mitglieder) Bedürfnissen in Erscheinung tritt, c o n s u m e r a c c e p t a n c e A k z e p t a n z / (durch d i e Verbraucher) (Konsumforschung) Die positive Aufnahme von Innovationen, neuen Produkten, Designs, Bewertungsmaßstäben, Werten oder Kommunikationsinhalten wie z.B. Werbebotschaften durch die Verbraucher, c o n s u m e r anticipation K o n s u m e n t e n e r w a r tung / , Verbrauchererwartung / (Konsumforschung) —> c o n s u m e r expectation c o n s u m e r assets pi K o n s u m e n t e n b e s i t z m, K o n s u m e n t e n e i g e n t u m η, K o n s u m e n t e n v e r m ö gen η (Konsumforschung) c o n s u m e r association Verbraucherverband m Ein rechtsfähiger Verband, zu dessen satzungsmäßigen Aufgaben die Wahrnehmung der Interessen von Verbrauchern durch Aufklärung, Beratung und rechtliche Vertretung zählt, c o n s u m e r b e h a v i o r (brit b e h a v i o u r ) K o n s u mentenverhalten η, Verbraucherverhalten η f Konsumforschung/Marktforschung) c o n s u m e r b r a n d choice —> brand choice, choice

consultancy a g r e e m e n t Beratungsvertrag m Ein Dienstleistungsvertrag oder ein Werkvertrag zwischen einem Marketingberater und einem Klienten, der die Aufgaben und Pflichten des Beraters ebenso wie die Pflichten des Klienten festhält, consultative selling beratendes Verkaufen n, beratender Verkauf m, konsultatives Verkaufen η

c o n s u m e r b r a n d - c h o i c e b e h a v i o r (brit beh a v i o u r ) M a r k e n a u s w a h l v e r h a l t e n η v o n Verbrauchern, K o n s u m e n t e n , Verbraucher-Mark e n w a h l verhalten η (Konsumforschung/Marktpsychologie)

c o n s u m a b l e 1. adj verbrauchbar, verzehrbar, vergänglich

c o n s u m e r characteristic Verbrauchereigens c h a f t / , K o n s u m e n t e n e i g e n s c h a f t / , Verbrau-

consumer buying behavior chermerkmal n, Konsumentenmerkmal η (Konsumforschung/Marktpsychologie ) —> consumer characteristics consumer buying behavior (brit behaviour) —» consumer behavior consumer characteristics pi Konsumentenmerkmale n/pl, Verbrauchermerkmale n/pl, Besitz- und Konsummerkmale n/pl (Marktpsychologie/Konsumforschung/Marktforschung) Das Konsumverhalten erlaubt es, Zielgruppen marktnah, konkret und wesentlich präziser als auf der Basis von soziodemographischen Kriterien zu definieren.

consumer choice Kaufentscheidung /, Wahl /, Auswahl / des Verbrauchers, Konsumenten, der Verbraucher (Konsumforschung/Marktpsychologie) consumer city Konsumentenstadt /, Verbraucherstadt / consumer competence Konsumentenkompetenz /, Verbraucherkompetenz /, Urteilsvermögen η des Verbrauchers, des Konsumenten, der Verbraucher (Konsumforschung/Marktpsychologie/Marktforschung ) —> consumer choice consumer cooperative Konsumgenossenschaft /, Konsumverein m Ein Verein zum gemeinschaftlichen Einkauf von Lebensmitteln oder Wirtschaftsbedürfnissen im großen und Ablaß im kleinen (Konsumvereine),

consumer credit Verbraucherkredit m, Konsumentenkredit m, Konsumtivkredit m, Konsumkredit m Die Gesamtheit der Möglichkeiten der Kreditaufnahme, die in einer Volkswirtschaft für Konsumenten in privaten Haushalten insgesamt zur Verfügung stehen.

consumer decision theory Entscheidungstheorie/des Verbraucherverhaltens, des Konsumentenverhaltens (Konsumforschung/Marktpsychologie) —> decision theory consumer demand Verbrauchernachfrage /, Konsumentennachfrage f (Wirtschaftslehre) —» demand consumer desire Verbraucherwunsch m, Konsumentenwunsch m (Marktpsychologie/Konsumforschung) —> consumer want consumer-directed advertising —> consumer advertising consumer discount Konsumentenrabatt m, Verbraucherrabatt m (Marketing) Ein Preisnachlaß, durch den ein Händler - meistens in Form von Rabattmarken - durch Rückvergütung im nachhinein den Preis für die von ihm verkauften Güter senkt.

252 consumer durable Gebrauchsgut η, Gebrauchsprodukt η (für Verbraucher, private Haushalte), Besitzgut η Ein Gut des privaten Konsums, das zum mehrmaligen und längerfristigen Gebrauch bestimmt ist (wie z.B. Gebrauchsgüter für Verkehr und Nachrichtenübermittlung, Gebrauchsgüter für Bildung und Unterhaltung und Gebrauchsgüter für Haushaltsführung).

consumer expectation —» consumer anticipation consumer franchise Konsumfreiheit /, Auswahlfreiheit /, Entscheidungsfreiheit /, Wahlfreiheit /, freie Wahlmöglichkeit / der Verbraucher, Konsumenten Das den Gedanken der Freiheit der Konsumwahl betonende Konzept der Verwirklichung des Prinzips der gegengewichtigen Marktmacht (countervailing power), das von der fundamentalen Gleichberechtigung der Interessen der Konsumenten oder der Produzenten ausgeht,

consumer good Konsumartikel m, Verbrauchsartikel m, Konsumgut n, Verbrauchsgut η —» consumable, consumer item, consumer product, consumer-type product; vgl. consumer durable consumer goods pi Konsumgüter n/pl, Konsumtivgüter n/pl, Verbrauchsgüter n/pl (Wirtschaftslehre) Guter, die zur Deckung des persönlichen Bedarfs von Letztverbrauchern in privaten Haushalten dienen.

consumer goods market Konsumartikelmarkt m, Verbrauchsartikelmarkt m, Konsumgütermarkt m, Verbrauchsgütermarkt m consumer goods marketing Konsumgütermarketing η Die Gesamtheit der Markeüngaktivitäten der Hersteller von Konsumgütern.

consumer goods market research Konsumgütermarktforschung /, Verbrauchsartikelmarktforschung/ Die auf das Konsumentenverhalten und die damit in Zusammenhang stehenden Kaufentscheidungen von privaten Haushalten gerichtete Marktforschung.

consumer habit Konsumgewohnheit /, Kaufgewohnheit / (Marktforschung/Konsumforschung) consumer hardgood —» consumer durable consumer income Verbrauchereinkommen η, Konsumenteneinkommen η (Marketing) Die einem Verbraucher in Form von Arbeitsentgelten (d.h. Löhnen, Gehältern sowie Sozialleistungen), Versorgungsbezügen (Renten und Pensionen, Arbeitslosenunterstützung und Sozialfursorgeleistungen, Unterhaltsgewährung u. ä.) oder aus Vermögen zufließenden Geldwerte.

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consumer information Konsumenteninformation /, Verbraucherinformation / Die Informationsstand, auf den Konsumenten bei ihren Kaufentscheidungen zurückgreifen können,

consumer insistence —» brand insistence consumer interest Verbraucherinteresse η consumer interview Verbraucherinterview η, Konsumenteninterview η (Marktforschung/ Konsumforschung) —> consumer survey consumer involvement theory Theorie / des Verbraucherinteresses, des Konsumenteninteresses (Marktpsychologie/Konsumforschung/ Marktforschung) Eine Theorie, die davon ausgeht, daß ein Kontinuum des Konsumenteninteresses an Produkten und Dienstleistungen existiert. Am einen Extrem stehen Dinge höchsten Verbraucherinteresses; sie sind den Verbrauchern äußerst wichtig, sind aber auch kostspielig und haben hohen gesellschaftlichen Wert. Auf der anderen Seite des Kontinuums stehen Dinge die geringes Interesse finden, und auch gesellschaftlich nicht sehr wichtig erscheinen,

consumerism Verbraucherschutzbewegung /, Verbraucherschutzpolitik /, Verbraucherschutz m, Konsumerismus m Die Gesamtheit der Bestrebungen, die im Deutschen als Verbraucherschutz und als Verbraucherpolitik zusammengefaßt werden,

consumer item —> consumer good consumer jury Verbraucherbefragung /, Verbrauchequry /, Konsumentenjury /, Verbraucherpanel η, Konsumentenpanel η (Marktforschung) Die Befragung von Endverbrauchern in der Marktforschung.

consumer jury test Verbraucheijurytest ra, Verbraucherpaneltest m, Konsumentenpaneltest m, Mustertest m, Werbemustertest m (Marktforschung) consumer loyalty Verbrauchertreue /, Konsumententreue/ —> brand loyalty, loyalty, store loyalty consumer market Konsumentenmarkt m, K-Markt m, Ein Markt, der zum Kauf von Produkten und Dienstleistungen für den Eigenbedarf von privaten Haushalten und zur Befriedigung von persönlichen Bedürfnissen in Anspruch genommen wird,

consumer motivation Verbrauchermotivation /, Verbrauchermotiv n, Konsumentenmotivation /, Konsumentenmotiv η consumer motivation research Verbrauchermotivationsforschung /, Motivationsforschung / des Verbrauchs —> motivation research consumer observation Käuferbeobachtung /,

consumer protection Konsumentenbeobachtung Marktforschung)

(Konsumforschung/

Die Beobachtung des natürlichen Einkaufsverhaltens von Käufern am Kaufort, durch die registriert wird, ob diese z.B. direkt nach einem Markenartikel fragen, ob sie sich beraten lassen, mehrere Waren zeigen lassen, welchen genauen Weg durch einen größeren Laden sie einschlagen usw.

consumer-opinion test —» consumer panel test consumer panel Verbraucherpanel η, Konsumentenpanel η, Verbraucheljury /, Konsumentenjury / (Konsumforschung/Marktforschung) Eine Panelstudie unter Letztverbrauchen). Verbraucherpanels werden entweder in Form von Einzelpersonenpanels (Individualpanels) oder Haushaltspanels erhoben,

consumer panel survey —> consumer panel consumer panel test Verbraucherpaneltest m, Konsumentenpaneltest m, Verbraucheijurytest m, Konsumentenjurytest m (Konsumforschung/ Marktforschung ) —» consumer panel consumer preference Verbraucherpräferenz /, Präferenz / des Verbrauchers, des Konsumenten, der Verbraucher (Marktpsychologie/Konsumforschung) Eine positive Einstellung von Konsumenten gegenüber einem Produkt, einer Produktgattung, einer Marke, einem Hersteller, einem Händler, einem Werbeträger oder einem Werbemittel, durch die an sich gleiche Objekte bzw. Güter differenziert werden und sich ein unvollkommener Markt bildet,

consumer price index (CPI, C.P.I.) Preisindex m für die Lebenshaltungskosten, Lebenshaltungskostenindex m (Statistik) Eine Indexzahl, die darüber Auskunft geben soll, um welchen Anteil (Prozentsatz) die Lebenshaltung in einem Lande sich ausschließlich aufgrund von Preisänderungen von einem Jahr auf das andere bzw. zwischen einer Basisperiode (einem Basisjahr) und einer Berichtsperiode (einem Berichtsjahr) verändert hat.

consumer product Konsumprodukt η, Verbrauchsprodukt m, Verbrauchsgut η —> consumer good, consumer item, consumertype product consumer profile Verbraucherprofil n, Konsumentenprofil η (Marktpsychologie/Konsumforschung/Marktforschung ) Die demographischen, geographischen, psychographischen und anderen Charakteristika der Verbraucher eines bestimmten Produkts im Vergleich zu den Charakteristika der gesamten Bevölkerung oder der Verbraucher anderer und ähnlicher Produkte.

consumer protection Verbraucherschutz m, Verbraucherpolitik / Die Gesamtheit der Maßnahmen staatlicher Organe (Verbraucherschutz) und der Instrumente und

consumer-purchase panel Aktivitäten privater und öffentlicher Verbraucherorganisationen, die darauf zielen, die Stellung der Konsumenten gegenüber den Herstellern und Absatzmittlem bzw. Anbietern von Waren und Leistungen auf dem Markt zu stärken, um so Macht- und Informationsdefizite der Konsumenten abzubauen,

consumer-purchase panel Käuferpanel η, Verbraucherpanel η von Käufern (Marktforschung) Eine Stichprobe von Käufern, die nach ihren Käufen befragt wird; meist eine Befragung, bei der Haushalte über ihre Einkäufe Buch führen,

consumer relations pi Consumer Relations / Deijenige Aspekt der Öffentlichkeitsarbeit (Public Relations) eines Unternehmens, der auf die Pflege der Beziehungen zu den Verbrauchern seiner Erzeugnisse zielt und untemehmensintern darauf gerichtet ist, die einzelnen Abteilungen und Mitarbeiter des Unternehmens verbraucherbewußter zu machen.

consumer rent —» consumer's surplus consumer research Verbraucherforschung/ Jener Teilbereich der Marktforschung, der systematisch Einstellungen, Verhalten, Gewohnheiten und Präferenzen der tatsächlichen und potentiellen Käufer von Konsumgütern analysiert und die Ergebnisse dieser Forschung anwendet,

consumer research director —» research director

consumer response Verbraucherreaktion /, Konsumentenreaktion / (Konsumforschung) consumer's acceptance —* consumer acceptance consumer sales promotion Verbraucher-Verkaufsförderung /, Konsumenten-Verkaufsförderung/ Alle Verkaufsförderungsmaßnahmen, die sich unmittelbar an die Konsumenten richten,

consumer satisfaction Verbraucherzufriedenheit/, Konsumentenzufriedenheit / vgl. post-purchase evaluation consumer sentiment Verbraucherstimmung /, Konsumentenstimmung /, Konsumklima η (Konsumforschung/Marktpsychologie) consumer share Feldanteil m, Verbraucheranteil m (Marktforschung) consumer society Konsumgesellschaft / consumer sovereignty Konsumentensouveränität /, Käufersouveränität / Die Vorstellung, daß die Bedürfnisse des Käufers für den Verkäufer Datum sind und dessen Leistungsangebot festlegen, und daß er frei und unbeeinflußt über die Verwendung seiner finanziellen Mittel entscheidet,

consumer's rent —> consumer's surplus consumer's surplus Konsumentenrente/, Käuferrente f (Wirtschaftslehre) Deijenige Betrag, den ein Nachfrager für ein bestimmtes Produkt oder eine bestimmte Marke eines

254

Produkts weniger zu zahlen hat, als er aufgrund seiner Präferenzen zu zahlen bereit wäre,

consumer surplus —» consumer's surplus consumer survey Verbraucherbefragung /, Konsumentenbefragung / (Marktforschung/ Konsumforschung ) —» c o n s u m e r interview

consumer tracking Wiederholungsbefragung / von Verbrauchern, von Konsumenten (Marktforschung/Konsumforschung ) Die Befragung gleichartiger, aber nicht identischer Stichproben mit dem Ziel, Einstellungsänderungen sowie Änderungen von Verbrauchergewohnheiten und -Verhaltensweisen usw. im Zeitverlauf zu verfolgen.

consumer tracking study Verbraucherbefragungsstudie /, Konsumentenbefragungsstudie /, Wiederholungsbefragung / von Konsumenten, Verbrauchern (Marktforschung/Konsumforschung) Eine einzelne Befragung, bei der statistisch vergleichbare Stichproben mehrfach mit demselben Fragebogen befragt werden.

—> consumer tracking consumer type Konsumententyp m, Verbrauchertyp m, Käufertyp m (Marktpsychologie/ Konsumforschung/Marktforschung) —> consumer typology consumer typology Konsumententypologie /, Käufertypologie /, Verbrauchertypologie / (Marktpsychologie/Konsumforschung/Marktforschung) Die Zusammenfassung unterschiedlicher Kategorien von Zielgruppen zu einem Typ bzw. zu mehreren Typen durch Kombination von sozioökonomischen und psychologischen Merkmalen mit Besitz- und Konsumdaten,

consumer want Verbraucherwunsch m, Verbraucherbedürfnis η consumption 1. Konsum ra, Verbrauch m, privater Verbrauch m 1.1. der Verzehr bzw. die Marktentnahme von Gütern und Leistungen und die dafür erforderliche Geldausgabe zum Zwecke der Befriedigung von Bedürfnissen privater Haushalte, Konsumentenverhalten. 1.2. Die Gesamtmenge der in einer Volkswirtschaft konsumierten oder fur den Konsum bestimmten Güter und Leistungen, die Gesamtheit der an Letztverbraucher verkauften Konsumgüter, Konsumfunktion und 1.3. der Forschungsbereich, der alles menschliche Handeln umfaßt, das im Rahmen der Rolle des Konsumenten erfolgt (Konsumforschung, Konsumtheorien).

2. Marktentnahme/ consumption climate Konsumklima η, Verbrauchsklima η (Marktpsychologie/Konsumforschung)

255 consumption function Konsumfunktion/, Verbrauchsfunktion / (Wirtschaftslehre) Der Ausdruck für die funktionale Abhängigkeit des Konsums (C) von den ihn determinierenden Einflußfaktoren insbesondere vom Einkommen. In der einfachsten Form stellt die Konsumfunktion den totalen Konsum in Abhängigkeit vom verfügbaren Einkommen dar: C = C(Y).

consumption habit Konsumgewohnheit/, Verbrauchsgewohnheit / (Marktpsychologie/Konsumforschung) consumption pattern Konsummuster n, Verbrauchsmuster η (Marktpsychologie/Konsumforschung) consumption patterns pl Konsumstruktur / (Marktpsychologie/Konsumforschung) consumption pioneer Konsumpionier m, Konsumführer m (Marktpsychologie/Konsumforschung) Ein durch eine ausgeprägte Bereitschaft zum Kauf neuer Produkte und Leistungen charakterisierter Konsument, der bei der Einführung neuer Produkte zu den Erstübemehmem zählt und meist auch als Meinungs-, Geschmacks- oder Modeführer einen starken Einfluß auf die allgemeine Akzeptanz von Neuerungen hat.

consumption rate Verbrauchsgeschwindigkeit /, Konsumgeschwindigkeit / (Konsumforschung/Marktforschung ) consumption standard Konsumstandard m, Konsumziel n, Konsumrichtschnur / (Marktpsychologie/Konsumforschung ) Das Konsumleitbild, dem die meisten Haushalte einer Gesellschaft oder einer Gesellschaftsschicht bei ihren konkreten Kaufentscheidungen folgen,

consumption symbol Konsumsymbol η (Marktpsychologie/Konsumforschung) consumption-type product —» consumer good, consumer item, consumer product contact report —> call report container 1. Behälter m, Behältnis η (Verpackung/P OP-Werbung) Formbeständige Behältnisse sind Metall-, Holz- und Kunststoff-Fässer sowie Glasflaschen (Korbflaschen). Nach Volumen standardisierte Behältnisse sind Dosen, Eimer, Gläser, Schachteln, Trommeln, T\iben.

2. Kiste/, Kasten m (Verpackung) Ein Packmittel aus Holz, das meist aus zwei Seitenteilen, zwei Kopfteilen und einem Deckel besteht, die fest miteinander verbunden sind,

contest 1. Wettbewerb m (Verkaufsförderung) Eine Maßnahme, durch die Hersteller Einzelhandelsunternehmen zur Aktivierung und zum verstärkten Verkauf ihrer Produkte zu bewegen versuchen.

2. Preisausschreiben n, Werbewettbewerb m (Marketing) Eine besondere Art der Auslobung, bei der jemand eine Belohnung erhält, der sich ausdrücklich um

contribution Teilnahme beworben hat und dem diese aufgrund der Teilnahmebedingungen durch den Auslobenden selbst oder durch einen von diesem eingesetzten Preisrichter bzw. eine Jury zugesprochen wird,

contingency budget Eventualbudget η, Alternativbudget η Ein Budget, das auf eine antizipative Berücksichtigung der Unsicherheit zielt,

continuing discount Fortsetzungsrabatt m, Fortsetzungsnachlaß m, Übemahmerabatt m, Übertragungsrabatt m, Anschlußrabatt m Die Übernahme eines früher vereinbarten Preisnachlasses bei Abschluß eines neuen Vertrags,

continuous simulation model kontinuierliches Simulationsmodell η, stetiges Simulationsmodell η Ein Simulationsmodell, bei dem eine Änderung der Systemvariablen kontinuierlich über der Zeit über den gesamten Betrachtungszeitraum erfolgt.

vgl. discrete simulation model contract Vertrag m, Vereinbarung/ to contract v/t Vertrag abschließen mit, Vertrag eingehen mit contract combination vertraglich vereinbarte Zusammenarbeit m, Vereinbarung / über einen lockeren Zusammenschluß m, loser Zusammenschluß m contract department Vertragsabteilung m, Großabnehmerabteilung / Die Abteilung in einem Warenhaus, die den Verkauf größerer Warenmengen an Großabnehmer (wie Hotels etc.) abwickelt, contract manufacturing Vertragsproduktion / , Produktion/auf vertraglicher Basis contractor Kontrahent m, Vertragsschließender m, Vertragspartner m contract period Geltungszeit / , Laufzeit /eines Vertrags contract year Abschußjahr η, Vertragsjahr η, Werbejahr η, Insertionsjahr η Der unabhängig vom Kalenderjahr festgelegte Zeitraum der Geltung eines Vertrages,

contractual adj vertraglich, Vertragscontractual vertical marketing system vertraglich vereinbartes vertikales Marketingsystem η Der über alle Marktstufen hinweg koordinierte, vertraglich vereinbarte Einsatz von Marketinginstrumenten mit dem Ziel der Planung, Durchführung, Koordinierung und Kontrolle aller an den Marketingaktivitäten beteiligten Organisationen und Personen.

contribution 1. Einlage / 2. Deckungsbeitrag m In der betrieblichen Bruttoerfolgsrechnung und der Grenzplankostenrechnung die Differenz zwischen dem einem Objekt eindeutig zurechenbaren Erlös und den ihm ebenso eindeutig zurechenbaren Kosten.

contribution costing

256

c o n t r i b u t i o n costing Deckungsbeitragsrechnung ( D B R ) / Ein Verfahren der betrieblichen Erfolgskontrolle und -planung durch Berechnung von Deckungsbeiträgen, mit deren Hilfe klare Beziehungen zwischen Kosten, Absatz und Gewinn rechnerisch dargestellt werden können. Controlling Controlling η Die Steuerung, Koordinierung und Überwachung des gesamten Untemehmensgeschehens. control system Kontrollsystem η (Marketing) Ein Grundtyp von Marketing-Informations-Systemen (MAIS), der der aktuellen Berichterstattung über die inner- und außerbetriebliche Entwicklung in bezug auf Produktionsumfang, Lagerbestand, Vertriebskosten, Umsätze, Deckungsbeiträge usw. dient, deren Kontrolle eine wesentliche Grundlage für künftige Marketingentscheidungen darstellt, c o n v e n i e n c e f o o d F e r t i g e s s e n η, F e r t i g g e r i c h t η, g e b r a u c h s f e r t i g v e r p a c k t e s L e b e n s m i t t e l η

convenience good (meist pi

convenience

g o o d s ) k u r z l e b i g e s K o n s u m g u t η, V e r b r a u c h s g u t η d e s t ä g l i c h e n B e d a r f s , Klein- u n d B e quemlichkeitsbedarf m (Marketing/Marktforschung) Ein Gut des täglichen Bedarfs (vorwiegend Lebensund Genußmittel wie Brot, Kaffee, Zigaretten usw., aber auch Gebrauchsgüter wie etwa Strümpfe u.dgl., das im Gegensatz zu „shopping goods" oder „specialty goods" im Ausgabenetat der Verbraucher bzw. der Verbraucherhaushalte einen Posten von geringem Gewicht darstellt, bei dem Zumindestens aus der subjektiven Sicht der Verbraucher keine nennenswerten Qualitäts- oder Preisunterschiede bestehen, die größere Beschaffungsanstrengungen rechtfertigen würden, so daß sie beim Einkauf nicht nach der besten und günstigsten Einkaufsmöglichkeit suchen, sondern nach der bequemsten und mit dem geringsten Aufwand zu erreichenden (also in der Regel in der unmittelbaren Nähe des Wohn- oder Arbeitsplatzes), c o n v e n i e n c e s t o r e Nachbarschaftsladen m, K i o s k m , K l e i n l a d e n m, B e q u e m l i c h k e i t s l a d e n m, C o n v e n i e n c e S t o r e m Eine Betriebsform des Einzelhandels, bei der es sich meist um Lebensmittelgeschäfte mit begrenztem Sortiment handelt, die auf einer Verkaufsfläche von 200 bis 300 m 2 etwa 3500 verschiedene Artikel des Klein- und Bequemlichkeitsbedarfs („convenience goods") in räumlicher Nähe zu den Bedarfsträgerhaushalten, also in ihrer Nachbarschaft, in den Wohnvororten, führen, conversional marketing Konversionsmarketing η Diejenigen Grundaufgaben des Marketing, die der Konstellation einer negativen Nachfrage entsprechen. c o - o p kurz für c o o p e r a t i v e C o o p e r a t i o n (brit c o - o p e r a t i o n ) K o o p e r a t i o n / Jede auf freiwilliger Basis beruhende, vertraglich

geregelte Zusammenarbeit rechtlich und wirtschaftlich selbständiger Betriebe zum Zwecke der Verbesserung ihrer Leistungsfähigkeit, cooperative brand Gemeinschaftsmarke / (Marketing) Ein von mehreren selbständigen Unternehmen derselben oder unterschiedlicher Handelsstufen im Absatzverbund vertriebener Markenartikel, der als Ausdruck des Kooperationswillens und der Eigenständigkeit des Zusammenschlusses wie eine Eigenmarke gehandelt wird, c o o p e r a t i v e b u y i n g —> c o o p e r a t i v e b u y i n g group

cooperative buying group Beschaffungskooperation f (Beschaffungsmarketing) Die Zusammenarbeit mehrerer Wirtschaftsunternehmen beim Warenbezug (Einkaufskooperation) oder bei der Beschaffung von Betriebsraum und Kredit, cooperative c h a i n Großhandelskette f —» c o o p e r a t i v e b u y i n g g r o u p c o o p e r a t i v e d e l i v e r y Gemeinschaftsvertrieb m, Gemeinschaftsauslieferung / cooperative distribution Gemeinschaftsvertrieb m , V e r t r i e b s v e r b u n d m Die Kooperation mehrerer selbständiger Wirtschaftsunternehmen mit dem Ziel und Zweck, durch Rationalisierung, organisatorische Straffung und bedarfsgerechte Gestaltung des Vertriebs die Vertriebskosten zu senken und die Nachfrage effizient zu befriedigen, c o o p e r a t i v e e x p o r t G e m e i n s c h a f t s e x p o r t m, Exportverbund m cooperative group

group

-»

cooperative

buying

cooperative m a r k e t i n g Gemeinschaftsmarketing τι, V e r b u n d m a r k e t i n g η Die in Form von horizontaler oder vertikaler Zusammenarbeit mehrerer selbständiger Unternehmen einer Branche oder auch eines gemeinsamen Interessenbereichs gestaltete Kooperation im Bereich des Marketing. cooperative m a r k e t r e s e a r c h Gemeinschaftsmarktforschung / Der Zusammenschluß einer größeren Zahl einzelner Unternehmen zur Finanzierung der gemeinsam interessierenden Marktforschungsprobleme (Verbundmarktforschung) oder die Durchführung und Finanzierung von Marktforschungs- und Datensammlungsaufgaben über einen bestehenden Interessenverband bzw. eine bestehende berufsständische Organisation (Verbandsmarktforschung),

cooperative

merchandising

agreement

( C M A , C . M . A . ) Vertrag m ü b e r g e m e i n s c h a f t liche Absatzförderung zwischen einem Großhändler und einem Einzelhändler

cooperative retailer organization (brit organisation) Einkaufsgenossenschaft (EKG) / Eine Genossenschaft, zu der sich eine Reihe von kleineren oder mittleren Einzelhandelsunternehmen

257 zusammengeschlossen haben, um durch den Zusammenschluß in den Genuß der günstigeren Konditionen für Großeinkäufer beim Einkauf von Waren zu gelangen.

cooperative wholesaler Einkaufsgenossenschaft f (EKG) —> cooperative retailer coordinates display —> ensemble display core product Kernprodukt η (Wirtschaftslehre/Betriebswirtschaft/Marketing ) Diejenigen Elemente eines Produkts, die gleichbedeutend sind mit der genauen Beantwortung der Frage „Was wird eigentlich gekauft?", d.h. der Kernnutzen des Produkts,

corporate buying Beschaffung /, Anschaffung / (Beschaffungsmarketing) Die Gesamtheit der betrieblichen Aktivitäten, deren Ziel es ist, einem Wirtschaftsunternehmen von seinen Beschaffungsmärkten Güter zu besorgen, die es benötigt, aber nicht selbst herstellt,

corporate identity Corporate Identity /, Unternehmenspersönlichkeit / Die durch das gezielte Streben nach Schaffung eines einheitlichen Erscheinungsbilds und Unternehmensimage gekennzeichneten KommunikationsbemUhungen eines Wirtschaftsunternehmens,

corporate image Finnenimage n, Unternehmensimage n, Betriebsimage n, Corporate Image η Das bei bestimmten Personenkreisen (wie den beteiligten Verkehrskreisen, den Abnehmern den Kunden, der Konkurrenz usw.) oder auch der allgemeinen Öffentlichkeit vorherrschende Vorstellungsbild über ein Wirtschaftsuntemehmen.

corporate logograph -» corporate logotype corporate logotype Geschäftsabzeichen η Ein Symbol oder Kennzeichen, das durch die charakteristischen Merkmale seiner Gestaltung, Aufmachung oder Ausstattung typisch für ein Wirtschaftsuntemehmen ist, ohne eine Geschäfts-, Firmen- oder Namensbezeichnung darzustellen,

corporate marketing system UnternehmensMarketing-System η, Firmen-Marketing-System η corporate mission Untemehmensziel η, Firmenziel η, Unternehmenszweck m, Firmenzweck m corporate purpose Unternehmensziel n, Firmenziel n, Unternehmenszweck m, Firmenzweck m corporate name Geschäftsbezeichnung/ Die rechtlich gegen Nachahmung und Verwechslung geschützte Bezeichnung, die ein Geschäftsuntemehmen verwendet, um sich dadurch von anderen Geschäftsunternehmen zu unterscheiden,

corporate purchasing —> corporate buying corporate relations pl (als sg konstruiert) Un-

cost-oriented price ternehmensbeziehungen f/pl, Corporate Relations pl Die Gesamtheit der Beziehungen eines Unternehmens zu seiner sozialen Umwelt,

corporate strategy Unternehmensstrategie /, Firmenstrategie / corporate vertical marketing system —> vertical marketing corrugated board Wellpapier η, Wellpappe/ —» corrugated cardboard corrugated cardboard Wellpappe / —» corrugated board corrugated paper Wellpapier η —> corrugated board corrugated pasteboard Wellpappe/ —» corrugated board, corrugated cardboard cost Kosten pl, Aufwand m, Preis m, Unkosten Pl cost analysis Kostenanalyse / cost center (brit cost centre) Kostenstelle/ cost center accounting (brit cost centre accounting) Kostenstellenrechnung/ cost code Kostenschlüssel m, Kostencode m cost department Kostenstelle /, Kostenabteilung/ —> cost center cost efficiency Kosteneffizienz / cost estimate Kostenvoranschlag m, Kostenschätzung/ cost forecast Kostenprognose/, Prognose/der Preisentwicklung cost inventory Lagerkosten pl cost minimization Kostenminimierung m Eine Marktstrategie, die auf einem dauerhaften Kostenvorteil bei einem wichtigen Element eines Produkts oder einer Dienstleistung basiert,

cost of living Lebenshaltungskosten/»/ cost-of-living allowance (COLA) Lebenshaltungskostenzulage/, Zulage / z u den Lebenshaltungskosten cost-oriented budget Deckungsbudget η Ein im Rahmen der Deckungsbeitragsrechnung und der betrieblichen Bruttoerfolgsrechnung für ein Wirtschaftsunternehmen insgesamt oder für seine selbständig operierenden Verkaufsabteilungen aufgestelltes Budget, das entweder als ausgaben- oder finanzorientiertes Deckungsbudget alle Ausgaben aufführt, die durch Aufträge wieder hereingeholt werden sollen oder als aufwandorientiertes Deckungsbudget die nicht den Aufträgen zuzurechnenden Teile des Gesamtaufwands auffuhrt, die durch Auftragsbeiträge in der Planperiode hereingeholt werden sollen,

cost-oriented price Kostenpreis m Ein vor allem im Handel üblicher Preis, der sich aus den Stückkosten bzw. dem Einstandspreis sowie einem als fixer Prozentsatz der Kosten festgesetzten Gewinnzuschlag errechnet.

cost-per-head-of-population method cost-per-head-of-population method ten-/Aufwand pro-Kopf-Methode/

258

Kos-

Cournot point Cournotscher Punkt m (Wirtschaftslehre/Wettbewerbstheorie )

Eine Methode der Budgetierung, bei der die Kosten, die der Gewinn jedes zusätzlichen Kunden mit sich bringt, als Grandlage und Ausgangspunkt dienen,

Deijenige Punkt auf der Preis-Absatz-Funktion eines Monopolisten, bei dem die gewinnmaximale Preis-Mengen-Kombination erreicht ist.

cost per order Kosten pl pro Bestellung, pro Kauf, CpO m

CPI (C.P.I.) Abk consumer price index cream plan etwa Absahnplan m, Stufenplan m, Abschöpfungsstrategie / (Konditionenpolitik/ Marketingplanung)

Die bei der Bestellung einer Ware pro Stück anfallenden Kosten für den reinen Bestellungsvorgang, die mit wachsendem Umfang der Warenmengen pro Bestellung sinken,

cost per sale —> cost per order cost plus Gestehungskosten pl plus Gewinne cost plus price Kosten-plus-Preis m Ein vor allem im Handel üblicher Preis, der sich aus den Stückkosten bzw. dem Einstandspreis sowie einem als fixem Prozentsatz der Kosten festgesetzten Gewinnzuschlag errechnet,

cost plus pricing Kosten-plus-Preissetzung /, Kosten-plus-Preisbildung / cost price Einstandspreis m, Selbstkostenpreis m Der aus dem Einkaufspreis und den im Zusammenhang mit dem Einkauf eines Produkts entstandenen Beschaffungskosten zusammengesetzte Gesamtpreis, den ein Abnehmer abzüglich der sich dabei ergebenden Rabatte, Nachlässe, Skonti usw. tatsächlich für das Produkt zu bezahlen hat.

counter marketing Kontramarketing η, Countermarketing η Diejenigen Grundaufgaben des Marketing, die der Konstellation einer schädigenden Nachfrage entsprechen.

counter purchase Gegengeschäftskauf m, Gegengeschäft η, Zug-um-Zug-Kauf m Eine Tauschvereinbarung zwischen zwei Geschäftspartnern, einem Auftraggeber und einem Auftragnehmer, nach der eine Leistung oder eine Ware (Waren) nicht mit Geld, sondern mit einer Gegenleistung oder Gegenware bezahlt wird,

countertrade Gegengeschäftshandel m, Gegengeschäft η Eine Form des Tauschhandels, bei der eine Leistung oder eine Ware (Waren) nicht mit Geld, sondern mit einer Gegenleistung oder Gegenware bezahlt wird,

countervailing power gegengewichtige Marktmacht/ Das von John Kenneth Galbraith erstmals 1954 formulierte Gegenmachtprinzip der Wettbewerbspolitik, nach dem auf dem Markt stets Gegenkräfte vorhanden sind, die dem Mißbrauch wirtschaftlicher Macht entgegenwirken und auf lange Sicht seine Ausbreitung verhindern,

country general store Gemischtwarengeschäft η Eine Betriebsform des Einzelhandels, deren Kennzeichen ein sehr breites, aber flaches Sortiment ist, das neben Lebens- und Genußmitteln auch Hausrat, Schreibwaren, Textilien, Eisenwaren und andere Artikel des täglichen Bedarfs umfaßt.

Eine Politik sehr hoch angesetzter Preise für die Einfuhrung neuer Produkte in der Erwartung, daß die dem neuen Produkt gegenüber positiv eingestellte Zielgruppe so aufnahmebereit und im übrigen auch kaufkräftig genug ist, daß der Preis für sie gar keine oder nur eine untergeordnete Rolle spielt,

creative idea development —» creative idea generation creative idea generation Kreativitätstechnik /, Kreativitätsmethode/, Ideenfindungsmethode/ In der Marketingpraxis ebenso wie in der wissenschaftlichen Kreativitätsforschung ist eine Vielzahl von Techniken entwickelt worden, von denen die meisten - ausgehend von sozialpsychologischen Erkenntnissen über Gruppendynamik - versuchen, das höhere Leistungspotential von in Gruppen interagierenden Individuen zu fördern und zu steuern. Diese Verfahren und Techniken werden vor allem bei der Entwicklung von Werbekonzeptionen und Innovationen und in allen Situationen angewendet, in denen es auf die Hervorbringung von neuen Ideen ankommt,

creativeness —> creativity creative problem solution kreatives Problemlösen η, Buffalo-Methode / Eine von Sidney J. Parnes und seinen Mitarbeitern in den 1950er Jahren an der University of Buffalo entwickelte Kreativitätstechnik, die in Anlehnung an allgemeine Modelle des Problemlösungsverhaltens in der Psychologie die Schritte der Tatsachenfindung (fact finding), der Problemidentifikation (problem finding), der Ideenentwicklung (idea finding) und der Lösungsfindung (solution finding) umfaßt.

creativity Kreativität /, Gestaltungskraft /, schöpferische Kraft/, schöpferische Fähigkeiten f/pl( Psychologie/Markpsychologie/Marketing) Die Fähigkeit, ungewöhnliche Einfälle zu entwickeln, neue Ideen zu produzieren und von herkömmlichen Denkweisen und Denkschemata abzuweichen, Originalität bei der Sichtung und Nutzung von Zusammenhängen zu zeigen,

credit Kredit m credit policy Kreditpolitik / Die Kreditpolitik ist ein Teilbereich des Kontrahierungs-Mix eines Unternehmens und wird von einigen Autoren als ein Teil der Konditionenpolitik (schließt dann die Zahlungsbedingungen ein), von anderen als ein eigenständiger Teilbereich abgehandelt.

critical path method (CPM) Critical-Path-

259

Methode (CPM)/, Methode/des kritischen Pfades Ein Verfahren der Netzplantechnik, das 1957 als ein deterministisches Terminplanungsmodell zur Planung von Kosteneinsparungen bei Erweiterungsinvestitionen entwickelt und eingesetzt wurde,

cross coupon eigentl Kreuzgutschein m, Quergutschein m Gutschein m, Koupon m für ein Zweitprodukt Ein Gutschein für ein zweites Produkt als das, dem er beigefügt ist.

cross couponing (cross-couponing) Der Einsatz von Gutscheinen m/pl, die für ein zweites Erzeugnis gelten cross elasticity —» cross elasticity of demand cross elasticity of demand Kreuzpreiselastizität /, Preiskreuzelastizität /, Substitutionselastizität/, Triffinischer Koeffizient m Ein Elastizitätskoeffizient, der das Verhältnis zwischen der relativen Änderung der mengenmäßigen Nachfrage nach einem Gut und der dadurch bewirkten relativen Änderung des Preises für ein anderes Gut angibt.

cross merchandising kombinierte Absatzförderung/, gemeinschaftliche Absatzförderung/ Die kombinierte Ausstellung einander ergänzender Waren mit dem Ziel, Käufer des einen Produkts zum Kauf des zweiten zu veranlassen.

—> merchandising cross price elasticity —» cross elasticity of price cross selling Gegengeschäftsverkauf m, Geschäfte n/pl auf Gegenseitigkeit, Verbundabsatz m cup Becher m (Verpackung) Ein Packmittel mit nach unten abnehmendem Querschnitt beliebiger Form der Grundfläche mit einem Volumen bis zu 1000 cm 2 , das in leerem Zustand mit anderen Bechern meist ineinandergestapelt werden kann.

curve of learning Lernkurve f (Psychologie) Die graphische Darstellung des Ergebnisses eines Lernprozesses, d.h. des Lernfortschritts in aufeinanderfolgenden Darbietungen des Lernmaterials bzw. in aufeinanderfolgenden Durchgängen,

curve of income distribution Einkommenverteilungskurve/, Lorenzkurve /, Konzentrationskurve/ Die graphische Darstellung relativer Konzentrationsverhältnisse, die von dem Amerikaner M. C. Lorenz zur Darstellung der Einkommensverhältnisse entwickelt wurde,

curve of indifference Indifferenzkurve f (Wirtschaftslehre) In der mikroökonomischen Haushaltstheorie die graphische Darstellung aller Mengenkombinationen zweier substituierbarer Güter, die nach Einschätzung des Konsumenten denselben Nutzen stiften,

custom adj Am bestellt, auf Bestellung, nach

customization Maß angefertigt, auf Bestellung oder für Kunden arbeitend custommade customer Kunde m, Käufer m, Abnehmer m customer analysis Kundenanalyse /(Marktforschung) Jenes Teilgebiet der Marktforschung im Einzelhandel, das die soziodemographischen Charakteristika, Einkaufsgewohnheiten und Wünsche von Kunden mit Hilfe von Befragungen oder auch Beobachtungen ermittelt.

customer decay rate Abflußquote/, Abflußrate /, Verlustrate /, Kundenverlustrate f (Einzelhandel) 1. In der Standortforschung deijenige Anteil der Gesamtnachfrage bzw. des Nachfragepotentials im Einzugsgebiet von Einzelhandelsunternehmen, der nicht innerhalb dieses Einzugsgebietes selbst gedeckt wird, mithin also die aus diesem Gebiet gewissermaßen abfließende potentielle Nachfrage. 2. Der Anteil der in einem Jahr verlorenen Käufer bzw. Kunden.

customer flow Kundenfluß m (Marktforschung) customer flow analysis Kundenstromanalyse/, Kundenlaufstudie /, Kundenfrequenzanalyse /, Kundenlaufanaly se / (Marktforschung) Die systematische Beobachtung des Weges, den die Kunden durch ein Geschäft nehmen,

customer flow investigation customer flow analysis customer flow study —> customer flow analysis customer relations pi Kunden-Public-Relations f/pl, Pflege / der Beziehungen zu Käufern und Kunden, Kundeninformationspolitik / customer retention rate Kundenstabilitätsquote/, Käuferstabilitätsrate / Das Maß, in dem Käufer/Kunden im Zeitverlauf Wiederholungskäufe tätigen,

customer satisfaction Kundenzufriedenheit /, Käuferzufriedenheit / Verbraucherzufriedenheit/ customer service Kundendienst m, Kundendienstpolitik / Die Gesamtheit der mehr oder minder freiwillig, meist unentgeltlich, mitunter aber auch entgeltlich erbrachten Zusatz- und Nebenleistungen, die ein Anbieter den Abnehmern seiner Güter und Leistungen im mittelbaren oder unmittelbaren Zusammenhang mit dem Verkauf der von ihm angebotenen Waren und Dienstleistungen (d.h. vor, während oder nach dem Verkauf) mit dem Ziel erbringt, den Absatz der Hauptleistung zu fördern, den Gebrauchsnutzen der Marktleistung sicherzustellen und Dauerabnehmer für sein Angebot zu gewinnen,

customization Fertigung / nach Maß, Maßanfertigung / Fertigung / auf Bestellung, Herstellung/nach Kundenwünschen

custom-made custom-made adj Am nach Maß angefertigt, auf Bestellung gemacht, nach Kundeninstruktionen angefertigt, auf Kundenwünsche hin ausgerichtet, spezialgefertigt customized -» custom-made cut price reduzierter Preis m, Niedrigpreis m cut rate ermäßigter Preis m cut-rate adj ermäßigt, zu herabgesetzten Preisen verkaufend

260 cutthroat competition ruinöser Wettbewerb m, ruinöse Konkurrenz / cybernetics pl als sg konstruiert Kybernetik/ Die formale Theorie der Funktionsweise informationsverarbeitender Kommunikationssysteme und die Erforschung von Steuerungs- und Regelvorgängen in komplexen, sich selbst regelnden Systemen mit Hilfe von mathematischen Modellen.

D daily report Tagesbericht m, Vertreterbericht m —> call report data bank Datenbank / Die Zusammenfassung einer großen Vielzahl von Dateien zu einem integrierten Datenbestand, der mit Hilfe komplexer Software verwaltet und nutzbar gemacht wird und den Benutzern über das Datenbanksystem den Zugriff zu den einzelnen Daten und Dateien mit Hilfe eigens dafür entwickelter Software ermöglicht. d a t a field of pricing Datenfeld η der Preispolitik (Marketing) Nach Heribert Meffert die Gesamtheit der in der gesellschaftlichen Umwelt eines Wirtschaftsunternehmens wirksamen „Beschränkungsfaktoren für das preispolitische Aktionsfeld", d a t a file Datei / Eine Reihe von Datenbeständen, die dem gleichen Satztyp angehören und in sich geordnet bzw. gespeichert sind. date D a t u m n, Termin m, Tag m, Zeitpunkt m, Zeitraum m, D a t u m s a n g a b e / to date v/t datieren, mit der D a t u m s a n g a b e versehen dating D a t i e r u n g / deadline Ablieferungstermin m, Liefertermin m, Stichtag m, allerletzter Termin m d e a d w o o d (dead w o o d ) Ladenhüter m, Plunder m, Gerümpel η (Einzelhandel) —> shelf-warmer deal 1. G e s c h ä f t n, G e s c h ä f t s a b s c h l u ß n, Abschluß m 2. Sonderangebot n, günstiges A n g e b o t n, günstiges Geschäft η dealer Händler m, Einzelhändler m —» retailer dealer allowance Händlerrabatt m (Marketing) Ein Preisnachlaß, den ein Hersteller oder Großhändler einem Einzelhändler gewährt, wenn dieser dafür Absatzförderung für ein Produkt des Herstellers oder Großhändlers betreibt, dealer brand —* d e a l e r ' s brand dealer contest H ä n d l e r w e t t b e w e r b m Eine Maßnahme, durch die Hersteller Einzelhandelsuntemehmen zur Aktivierung und zum verstärkten Verkauf ihrer Produkte zu bewegen versuchen, dealer m a r k e t i n g Handelsmarketing η, Händlermarketing η Die Gesamtheit der absatzorientieren Aktivitäten des Handels. dealer m a r k e t i n g research —> dealer research, retail marketing research

d e a l e r relations pi Händler-Public-Relations f / p l , P f l e g e / d e r B e z i e h u n g e n z u m Einzelhandel Die Aktivitäten eines Herstellers, die darauf abzielen, gute Beziehungen zu den Einzelhändlern zu pflegen. d e a l e r research E i n z e l h ä n d l e r f o r s c h u n g / , Einzelhandelsforschung / , M a r k t f o r s c h u n g / i m Bereich des Einzelhandels, E i n z e l h a n d e l s f o r schung / , Einzelhandelsmarktforschung / Ein Zweig der Marktforschung, der vor allem die Kundenanalyse (Kundenforschung im engeren Sinne, Sortimentsforschung, Marktbilduntersuchungen, Bedarfsforschung), die Wettbewerbsbeobachtung und die Standortforschung einschließt. dealer's brand Handelsmarke / , Händlermarke / , Eigenmarke/, Verteilermarke/ Eine Markenware, die teils als unmittelbare Konkurrenz zur Herstellermarke, teils als Ergänzung des vorhandenen Sortiments als Haus- und Eigenmarke eines einzelnen Unternehmens (eines Warenhauses, Filialunternehmens, Versandhauses usw.), eines einzelnen Großhändlers oder Importeurs oder als Handelsmarke von Einkaufsgenossenschaften oder freiwilligen Ketten des Groß- und Einzelhandels die Markenbezeichnung eines Händlers trägt. dealers' marketing Handelsmarketing η, Händlermarketing η Die Gesamtheit der absatzorientieren Aktivitäten des Handels. d e a l e r survey E i n z e l h ä n d l e r b e f r a g u n g / , H ä n d l e r b e f r a g u n g / , H ä n d l e r u m f r a g e / , Einzelhandelsumfrage / , Handelsbefragung / (Marktforschung) Eine Befragung in der demoskopischen Marktforschung, bei der die Stichprobe aus Einzelhandelsoder Großhandelsgeschäften besteht. deal m e r c h a n d i s e S o n d e r a n g e b o t s w a r e / , reduzierte Ware / Eine Ware, die einem meist deutlich reduzierten Preis angeboten wird, nur ganz geringe Deckungsbeiträge erzielt, und außerhalb von Ausverkäufen, Räumungsverkäufen bzw. Sonderveranstaltungen verkauft wird. d e a r m o n e y teures Geld η

(Wirtschaftslehre)

d e c a y rate A b f l u ß q u o t e / , A b f l u ß r a t e / , Verlustrate / , K u n d e n v e r l u s t r a t e / ( E i n z e l h a n d e l ) 1. In der Standortforschung deijenige Anteil der Gesamtnachfrage bzw. des Nachfragepotentials im Einzugsgebiet von Einzelhandelsuntemehmen, der nicht innerhalb dieses Einzugsgebietes selbst gedeckt wird, mithin also die aus diesem Gebiet gewissermaßen abfließende potentielle Nachfrage. 2. Der Anteil der in einem Jahr verlorenen Käufer bzw. Kunden.

deceptive package deceptive package Mogelpackung/ Eine Verpackung, die im Mißverhältnis zum effektiven Inhalt der Packung steht und dadurch bei den Konsumenten den irrtümlichen Eindruck hervorruft, daß ihr Inhalt größer sei, als er es in Wirklichkeit ist.

deceptive price irreführender Preis m deceptive pricing irreführende Preisangaben f/pl, irreführende Preissetzung /, irreführende Preisbildung /, Werbung / mit irreführenden Preisen Die Angabe von Preisvorteilen wie „Fabrikpreise", „Großhandelspreise" etc., die in Wahrheit nicht bestehen.

decider Entscheider m, Entscheidungsträger m (Beschaffungsmarketing/Konsumforschung) 1, Bei betrieblichen Entscheidungen Uber die Beschaffung von Investitionsgütern diejenigen Verantwortungsträger, die bei einer Kaufentscheidung das letzte Wort haben. 2. Beim Kaufverhalten privater Haushalte diejenigen Entscheidungspersonen, die ein bestimmtes Produkt zwar selbst nicht verbrauchen, aber die Kaufentscheidung treffen oder dabei entscheidend mitzureden haben.

decision Entscheidung/ Die Auswahl zwischen mehreren alternativen Handlungen und Unterlassungen im Hinblick auf einen bestimmten Zielwert.

decision-calculus approach Decision-Calculus-Ansatz m (Markeringplanung) Ein von John D. C. Little 1970 entwickeltes Grundkonzept der Bildung von Informations-und Entscheidungssystemen der Marketingplanung, das eine möglichst getreue Nachbildung des menschlichen Entscheidungsverhaltens im Modell anstrebt.

decision criterion Entscheidungskriterium η Bei Entscheidungen unter Risiko und Entscheidungen unter Unsicherheit die Richtlinien, nach denen ein Entscheidungsträger seine Entscheidung nach möglichen Sicherheits- oder Höhenpräferenzen trifft.

decision field Entscheidungsfeld η In der Entscheidungstheorie das durch eine Entscheidungsmatrix dargestellte formallogische Grundmodell der für eine Entscheidung des Entscheidungsträgers erforderlichen Informationen.

decision-maker Entscheidungsträger m, Entscheider m, Entscheidungseinheit/ —> decider, decision-making unit (DMU) decision-making costs pi Entscheidungskosten pi (Konsumforschung) Der Aufwand an Zeit, Kenntnissen, psychischer Anstrengung und auch Geld (z.B. für Fahrten, Informationsmaterialien, Lehrgänge usw.), der für die sachgemäße Vorbereitung und Durchführung der Kaufentscheidung eines Nachfragers auf den heterogenen und unübersichtlichen Konsumgütermärkten in hochentwickelten Volkswirtschaften erforderlich ist.

262 decision-making process Entscheidungsprozeß m Die Gesamtheit der Prozeßstufen von Aktivitäten, die aufeinander abgestimmt von verschiedenen Personen mit unterschiedlichen Methoden organisatorisch unter der Leitung des Entscheidungsträgers realisiert werden,

decision-making research Entscheidungsforschung/ Die Erforschung sowohl des faktische Entscheidungsverhaltens von Personen (deskriptive Entscheidungstheorie) wie der aufgrund der verfügbaren Informationen und im Hinblick auf bestimmte Ziele bestehenden optimalen Entscheidungsaltemativen (normativ-präskriptive Entscheidungsforschung).

decision making under certainty Entscheidung/unter Sicherheit, deterministischer Fall m Eine Entscheidungssituation, bei der die Auswirkung jeder Handlungsalternative vollkommen bestimmt und bekannt ist.

decision making under risk Entscheidung / unter Risiko, stochastischer Fall m Eine Entscheidung, deren Charakteristikum es ist, daß ihre Auswirkungen mit Hilfe der vorhandenen Informationen nicht genau vorauszubestimmen sind, weil sich insgesamt mehrere subjektive oder objektive Wahrscheinlichkeiten für das Eintreten der einzelnen denkbaren Auswirkungen (Umweltzustände) angeben lassen,

decision making under uncertainty Entscheidung/unter Unsicherheit, verteilungsfreier Fall m Eine Entscheidungen, deren Charakteristikum es ist, daß für die Wahrscheinlichkeit des Eintretens der Auswirkungen der alternativen Entscheidungen keine Anhaltspunkte gegeben sind,

decision-making unit (DMU) Entscheidungseinheit / Die Gesamtzahl der Personen, Gruppen, Institutionen oder Wirtschaftsuntemehmen, die in bezug auf eine bestimmte Entscheidung insgesamt ihre Entscheidungsziele selbständig festsetzen und über die dabei einzusetzenden Mittel autonom entscheiden,

decision matrix Entscheidungsmatrix / Die formalisierte Darstellung eines Entscheidungsfelds in Form einer Matrix,

decision model Entscheidungsmodell η Eine vereinfachte, zweckorientierte Abbildung eines in der Realität bestehenden Entscheidungsproblems, das eine Situationsbewertung gestattet,

decision process —» decision-making process decision rule Entscheidungsregel/ Eine Regel für die Wahl unter Optionen,

decision theory Entscheidungstheorie/ Die interdisziplinäre, formale Theorie über die rationale Entscheidung eines Individuums oder einer sozialen Institution, d.h. ein Aussagesystem über die Wahl einer Alternative, wenn mehrere Alternativen möglich sind.

263 decision tree Entscheidungsbaum m Die graphische Darstellung einer Entscheidungsstruktur mit Hilfe einer verästelten Illustration,

decision-tree analysis Entscheidungsbaumanalyse/ decker well senkrechte Tiefkühltruhe / (im Warenhaus) (Einzelhandel) decline —» decline stage decline stage Degenerationsphase /, Schrumpfungsphase/ Diejenige Phase im Lebenszyklus eines Produkts, in der die mit ihm erzielten Umsätze zurückgehen,

defensive price Abwehrpreis m (Marketing) Ein relativ niedrig angesetzter Preis, den ein Monopolist oder Quasimonopolist für sein Produkt ansetzt, um dadurch potentielle Konkurrenten aus dem Kreis der Anbieter auf seinem Markt abzuschrecken,

defensive spending defensive Ausgabenpolitik f (Marketing) Eine Ausgabenpolitik, deren Ziel es ist, erreichte Positionen zu bewahren, statt neue anzustreben.

vgl. offensive spending defensive trademark Defensivzeichen η Ein Warenzeichen, das ein Unternehmen mit der Absicht in die Warenzeichenrolle eintragen läßt zu verhindern, daß ein Konkurrenzunternehmen sie verwendet.

deferred discount latenter Rabatt m (Marketing) Ein Rabatt, der erst mit zeitlicher Verzögerung eintritt.

deferred marking Massenauszeichnung /, Massen-Preisauszeichnung/, Preisauszeichnung / v o n Liefercontainem deferred rebate latente Rückvergütung/, latenter Preisnachlaß m, latenter Nachlaß m (Marketing) deficiency Fehlmenge/(Marketinglogistik) Diejenige Bedarfsmenge an einem Gut, die höher als die verfügbare Menge ist.

deficiency cost (Marketinglogistik) Fehlmengenkosten pl (Marketinglogistik) Die durch das Vorhandensein von Fehlmengen sich ergebenden Verluste durch entgangenen Umsatz,

deficiency risk Fehlmengenrisiko η (Marketinglogistik) In der betrieblichen Distributionspolitik das Risiko, daß zu große Fehlmengen entstehen, wenn zu kleine Sicherheitsbestände gehalten werden,

del credere del credere business del credere business Delkredere η Delkrederegeschäft η Eine besondere Form des Fremdgeschäfts von Einkaufsvereinigungen, bei dem Waren im Auftrag und auf Rechnung des Einzelmitglieds einer Einkaufsvereinigung, jedoch durch die Vermittlung der Vereinigung zugestellt werden und diese gegenüber den Lieferanten entweder eine Ausfallbürgschaft oder

demand eine selbstschuldnerische Bürgschaft für das Mitglied übernimmt, to deliver v/t ausliefern, zustellen, b e f ö r d e r n , austragen, überbringen

delivery Lieferung /, Auslieferung / (Marketinglogistik) Die durch die drei Komponenten Lieferzeit, Lieferzuverlässigkeit und Lieferbereitschaft bestimmten Hauptfaktoren der Marketinglogistik (physischen Distribution).

delivery charge Zustellgebühr / (Marketing logistik) delivery date Zustelltermin m, Liefertermin m (Marketinglogistik) delivery note Lieferschein m, Lieferzettel m (Marketinglogistik) delivery price Lieferpreis m, Zustellpreis m (Marketinglogistik) delivery service Zustelldienst m, Auslieferung /, Lieferservice m (Marketinglogistik) Die Gesamtheit der durch die drei Komponenten Lieferzeit, Lieferzuverlässigkeit und Lieferbereitschaft bestimmten Hauptfaktoren der Marketinglogistik (physischen Distribution),

delivery store Auslieferungslager η (Großhandel/Marketinglogistik) Ein im Bereich der Abnehmerzentren (Konsumzentren) errichtetes regionales Warenlager, das direkt von der Produktionsstätte beliefert wird und die Ware eines Herstellers ständig am Platz der Käufer zur Verfügung hält,

delivery sub-total Bezugsgrößenklasse /(Marketinglogistik) delivery terms Lieferungsbedingungen f/pl, Lieferungs- und Zahlungsbedingungen f/pl (Marketing) Eine große Zahl von Bedingungen für absatzpolitische Entscheidungstatbestände wie z.B. der Lieferservice, Abmachungen über Verpackung, Aufmachung, Erfüllungsort, Warenzustellung, Umtausch- und Rückgaberecht sowie die Berechnung von Fracht-, Versicherungs- oder Verpackungskosten u.ä.m. Lieferbedingungen werden in der Geschäftspraxis häufig durch die Allgemeinen Geschäftsbedingungen für ganze Branchen oder Geschäftsbereiche allgemein festgelegt,

delivery ticket —> delivery note Delphi technique Delphi-Methode /, DelphiBefragungstechnik / (empirische Sozialforschung/Marktforschung ) Eine qualitative Technik der Mehrfachbefragung von Experten, die darauf zielt, durch Intensivbefragung das Wissen der Experten für die Formulierung von Prognosen zu nutzen,

demand Nachfrage /, Bedarf m (Wirtschaftslehre) Die als Resultat des subjektiven, physiologisch, psychologisch oder auch sozialpsychologisch und soziologisch erklärbaren Verlangens eines Wirt-

264

demand analysis schaftssubjekts, d.h. seiner Bedürfnisse und seiner Kaufkraft sich ergebende quantitative oder quantifizierbare Nachfrage nach einem Gut.

demand analysis Nachfrageanalyse /, Bedarfsanalyse / (Wirtschaftslehre) Die empirische Untersuchung der Kausalbeziehungen zwischen der manifesten Nachfrage und den sie bestimmenden Faktoren, mit dem Ziel der Ableitung von Prognosen über künftige Entwicklungen der Nachfrage und/oder der Formulierung allgemeiner Hypothesen bzw. einer allgemeinen Nachfragetheorie.

demand area Bedarfsgebiet η, Nachfragegebiet η (Konsumforschung/Marktforschung/Marketing)

dessen Mittelpunkt die zeitliche Beobachtung von mittelbaren und unmittelbaren Verschiebungen und Schwankungen des Bedarfs an den Erzeugnissen des eigenen Unternehmens steht,

demand intensity Bedarfsintensität / (Marketing/Konsumforschung/Marktforschung) Die Bedarfsquantität pro Zeiteinheit, die bei Verbrauchsgütern z.B. von Faktoren wie der Bevölkerungsstruktur, den Konsumgewohnheiten u. ä., bei Gebrauchsgütern z.B. von Faktoren wie Kaufkraft und Sättigungsgrad abhängt,

demand period Nachfrageperiode / (Marketing) Die Zeitspanne, während derer ein Produkt in der Regel auf dem Markt nachgefragt wird,

Ein geographisch abgegrenztes Gebiet, innerhalb dessen ein konkreter Bedarf mit meist unterschiedlicher räumlicher Verteilung besteht,

demand prognosis Bedarfsprognose /, Nachfrageprognose / (Konsumforschung/Marktforschung)

demand chain —> chain of demand demand curve Nachfragekurve /, Preis-Absatz-Kurvef(Wirtschaftslehre)

Eine auf der Analyse vergangener Entwicklungen und gegenwärtiger Verhältnisse beruhende Prognose des kurz-, mittel- oder langfristigen Bedarfs an einem bestimmten Gut oder einer bestimmten Leistung oder an bestimmten Arten, Kategorien oder Typen von Gütern und Leistungen,

Die den formalen Zusammenhang zwischen der Nachfrage nach einem Gut und den diese determinierenden Faktoren graphisch darstellende Kurve,

demand density —» density of demand demand effect externer Konsumeffekt m, Nachfrageeffekt m (Wirtschaftslehre/Konsumforschung) Interdependenzen zwischen Nutzenfunktionen der privaten Haushalte, die nicht allein von ökonomischen Gegebenheiten und Rahmenbedingungen wie z.B. dem verfügbaren Einkommen der Konsumenten, den Konsummengen, dem Einsatz des absatzpolitischen Instrumentariums usw., sondern von sozialen Faktoren des Nachfrageverhaltens abhängen,

demand elasticity (Wirtschaftslehre)

Nachfrageeleastizität

/

Das Verhältnis der relativen Änderung der Nachfrage nach einem Gut zu der sie auslösenden Änderung des Preises oder anderer Marketingaktivitäten für dieses Gut.

demand for consumer goods Konsumnachfrage /, Nachfrage / nach Konsumgütern, Konsumgüternachfrage / (Konsumforschung) demand forecast —> demand prognosis demand frequency Bedarfshäufigkeit /, Nachfragehäufigkeit f (Konsumforschung) Das je nach Natur des jeweils vorliegenden Bedarfs unterschiedliche zeitliche Auftreten, das entweder einmalig oder wiederkehrend sein kann,

demand function Preis-Absatz-Funktion /, Nachfragefunktion / Die den formalen Zusammenhang zwischen der Nachfrage nach einem Gut und den diese determinierenden Faktoren darstellende Funktion,

demand observation Nachfragebeobachtung /, Bedarfsbeobachtung / (Konsumforschung/ Marktforschung) Der Bereich der betrieblichen Marktforschung, in

demand research Bedarfsforschung (Konsumforschung/Marktforschung )

/

Die systematische Erforschung des latenten, des offenen und des akuten Bedarfs und insbesondere der Zusammenhänge zwischen Bedürfnissen, Bedarf und Nachfrage (im konkreten Einzelfall auch die Untersuchung, weshalb ein Bedürfnis nicht zum Bedarf und ein konkreter Bedarf nicht zur Nachfrage geworden ist) mit Hilfe der Methoden der Marktforschung und mit dem Ziel, Aufschluß über die Zahl und Struktur der Bedarfsträger, die Bedarfsverteilung in einem Absatzgebiet, die Periodizität und die Menge des Bedarfs, die Beziehungen zwischen den Bedarfen und ihre Rangordnung zu gewinnen,

demarketing Reduktionsmarketing n, Demarketing η Im Gegensatz zum klassischen Marketing die bewußt unternommene Anstrengung, die Nachfrage nach einem bestimmten Gut oder Produkt zu verringern.

demo kurz für demonstration demographic adj demographisch, bevölkerungsstatistisch demographic characteristics pl demographische Merkmale n/pl, demographische Charakteristika n/pl, demographische Struktur / (empirische Sozialforschung) —» demographics, demographic structure demographic market segmentation demographische Marktsegmentierung / (Marktforschung) Die Segmentierung eines Markts nach demographischen Kriterien wie Geschlecht, Alter, HaushaltsgröBe, Haushaltseinkommen, Berufsgruppenzugehörigkeit, soziale Schichtung, Familien- bzw. Le-

deterministic decision

265 benszyklus, Religions- oder Staatszugehörigkeit oder auch nach geographischen Kriterien,

depot of samples Musterlager η (Marketinglogistik)

demographics pl demographische Eigenschaften f/pl, demographische Struktur /, demographische Charakteristika n/pl, demographische Merkmale n/pl (empirische Sozialforschung/ Marktforschung)

Ein Lager, das im Gegensatz zu einem Verkaufslager (Konsignation) ausschließlich Musterstücke enthält, die selbst nicht zum Verkauf, sondern lediglich zur Ansicht ausgestellt werden,

In der Markt- und Sozialforschung objektive Merkmale von Grundgesamtheiten wie Geschlecht, Alter, Familienstand, Haushaltsgröße, Haushaltszusammensetzung, Familien- und Lebenszyklus, Haushaltseinkommen, Bildungsgrad, Berufstätigkeit, Berufsgruppenzugehörigkeit, soziale Schichtzugehörigkeit, Religionszugehörigkeit, ethnische Zugehörigkeit, Wohnort und Gemeindegröße,

demographic structure demographische Struktur / (empirische Sozialforschung/Marktforschung) —> demographic characteristics, demographics DEMON model DEMON-Modell η (Marketing/Marktforschung ) Ein formalisiertes globalanalytisches Modell zur Einführung neuer Produkte, mit dessen Hilfe in der Terminologie stochastischer Netze die Entscheidung unterstützt wird, ob ein neues Produkt zu einem gegebenen Zeitpunkt eingeführt, ob die Entscheidung Uber seine Einführung zu einem späteren Zeitpunkt getroffen oder ob das Produkt überhaupt nicht eingeführt werden soll,

to demonstrate 1. v/t vorführen, demonstrieren, zeigen 2. v/i eine Vorführung machen, eine Demonstration veranstalten demonstration Vorführung/, Demonstration/, Präsentation / demonstrator Vorführer m, Vorführdame / (Verkaufsförderung) demonstrator display Vorführauslage /, Demonstrationsauslage / Eine Warenauslage, bei der gezeigt wird, wie ein Erzeugnis funktioniert,

density of demand Bedarfsdichte/, Nachfragedichte / (Konsumforschung/Marketing) Die sowohl durch die Häufigkeit wie die Menge des Bedarfs an einem Erzeugnis in einem bestimmten Gebiet und innerhalb eines bestimmten Zeitraums gegebene Stärke des Bedarfs,

departmental display Auslage /aller Produkte desselben Herstellers in einem Einzelhandelsgeschäft vgl. assortment display department store Warenhaus η (Einzelhandel) Eine Betriebsform des Einzelhandels, die charakterisiert ist als ein Einzelhandelsbetrieb, der in verkehrsgünstiger Geschäftslage Waren aus zahlreichen Branchen, Hauptrichtungen: Bekleidung, Textilien, Hausrat, Wohnbedarf sowie Nahrungs- und Genußmittel anbietet.

deprivation —» relative deprivation derived demand abgeleitete Nachfrage f abgeleiteter Bedarf m (Konsumforschung) Die durch die unmittelbare Nachfrage der Konsumenten nach Gütern und Dienstleistungen ausgelöste Nachfrage der Produzenten nach Produktivgütern.

descriptive market Marktforschung /

research

deskriptive

Sammelbezeichnung für diejenigen empirischen Untersuchungen in der Marktforschung, die durch rein deskriptive Zielsetzung gekennzeichnet sind,

design Design n, Gestaltung/, Formgebung/ Die visuelle und graphische Gestaltung und Formgebung eines Objekts bzw. eines Produkts für die industrielle Serienfertigung, d.h. die mit Hilfe von Gestaltungsmitteln wie Material, Verpackung, Farbe, Formgebung, Druck, Gestaltung usw. geprägte äußere Erscheinung einer Ware, durch die ihre Absatzfähigkeit und Attraktivität für potentielle Käufer erhöht werden soll,

to design 1. v/t entwerfen, skizzieren, designen, ausdenken, planen, vorhaben 2. v/i Entwürfe machen, Entwurf machen, Pläne skizzieren, Plan skizzieren designer Designer m, Formgestalter m, Formgeber m, Gestalter m, Zeichner m, Musterzeichner m, Bühnenbildner m, Szenenbildner m, Ausstatter m Ein Beruf im Bereich der industriellen Formgebung, zu dessen Aufgaben die ästhetisch ansprechende und funktionelle Gestaltung von Gebrauchs- und Verbrauchsgütern sowie ihren Verpackungen gehört.

design register Gebrauchsmusterrolle / design registration roll —> design register desire Wunsch m, Kaufwunsch m despatch brit —» dispatch to despatch brit —> to dispatch despatch service brit —> poster despatch service despatch warehouse Auslieferungslager η (Marketinglogistik/Großhandel) Ein im Bereich der Abnehmerzentren (Konsumzentren) errichtetes regionales Warenlager, das direkt von der Produktionsstätte beliefert wird und die Ware eines Herstellers ständig am Platz der Käufer zur Verfügung hält,

detailer Kundenbesucher m detailing Kundenbesuch m deterministic decision Entscheidung/ —» decision under certainty

deterministische

deterministic relation deterministic relation deterministic simulation model deterministisches Simulationsmodell η Ein Simulationsmodell, bei dem alle Prozeß- bzw. Ablaufdaten eindeutig festgelegt sind.

vgl. stochastic simulation model to develop v/t entwickeln developing Entwickeln η, Entwicklung/ development Entwicklung/ —> new product development, research & development diary Tagebuch η (empirische Sozialforschung/Marktforschung ) —> diary method diary keeping Tagebuchführung /, Führen η eines Tagebuchs, von Tagebüchern (empirische Sozialforschung/Marktforschung ) —» diary method diary method Tagebuchmethode /, Tagebuchverfahren η (empirische Sozialforschung/Marktforschung) Standardisierte und strukturierte Tagebücher werden in Zeitbudgetstudien und in der Marktforschung als schriftliche Befragungen (self-administered survey) vorwiegend zur Analyse des Einkaufs- bzw. des Konsumverhaltens verwendet,

diary panel Tagebuchpanel η (empirische Sozialforschung/Marktforschung) —» panel, diary method diary research Tagebuchforschung /, Forschung/mit Hilfe der Tagebuchmethode (empirische Sozialforschung/Marktforschung) —> diary method diary technique —> diary method differential cost Deckungsbeitrag m (Betriebswirtschaft) In der betrieblichen Bruttoerfolgsrechnung und der Grenzplankostenrechnung die Differenz zwischen dem einem Objekt eindeutig zurechenbaren Erlös und den ihm ebenso eindeutig zurechenbaren Kosten.

differential costing Deckungsbeitragsrechnung (DBR) /(Betriebswirtschaft) Ein Verfahren der betrieblichen Erfolgskontrolle und -planung durch Berechnung von Deckungsbeiträgen, mit deren Hilfe klare Beziehungen zwischen Kosten Absatz und Gewinn rechnerisch dargestellt werden können,

differentiated marketing differenziertes Marketing η Eine Markeüngstrategie, bei der ein Unternehmen mehrere Marken entwickeln kann, jede für ein anderes Segment,

differentiation Differenzierung / (Marketing/ Marketingplanung) Eine Marketingpolitik, bei der ein Unternehmen den Gesamtmarkt nach bestimmten Merkmalen und Gesichtspunkten in Teilbereiche gliedert und die unter-

266

schiedlichen Ausprägungsformen des Bedarfs dieser Teilbereiche berücksichtigt,

differentiation strategy Differenzierungsstrategie/ diffuse preference diffuse Präferenz / (Wirtschaftslehre/Marktpsychologie/Marketing) Ein Gnindmuster von Marktpräferenzen, bei dem die Präferenzen der Konsumenten nicht auf bestimmte Eigenschaften konzentriert, sondern ziemlich gleichmäßig über den gesamten Produktraum verteilt sind.

diffusion Diffusion / (Soziologie/Kommunikationsforschung/Marktforschung ) Der Kommunikationsprozeß, durch den soziale Ideen, Kulturgüter, Informationen, Einstellungen, Meinungen, Vorurteile, Gerüchte und Neuerungen (Innovationen) sich über die in einem sozialen System bestehenden Kommunikationswege ausbreiten,

diffusion research Diffusionsforschung / (Soziologie/Kommunikationsforschung/Marktforschung) dimension Dimension /, Format n, Größe /, Abmessung/ direct channel —» direct distribution direct channel of distribution —> direct distribution direct costing Direct Costing η (Betriebswirtschaft) Das Verfahren und Prinzip der Findung der direkt leistungsabhängigen Kosten eines Unternehmens durch Ermittlung deijenigen Ausbringungsmenge, deren Deckungsbeitrag zur Abdeckung aller fixen Kosten ausreicht,

direct distribution Direktvertrieb m, Direktverteilung/, Direktabsatz m (Marketinglogistik) Eine Form des unmittelbaren Verkaufs von Waren oder Dienstleistungen eines Herstellers oder Erstanbieters ohne Zwischenschaltung nachgelagerter Handelsstufen an den letzten Nachfrager z.B. durch eigene Verkaufsstätten, durch Direktversand, eigene Handelsreisende oder andere Direktvertriebssysteme (wie z.B. „door-to-door selling"),

direct distribution channel -» direct distribution direct export Direktexport m Eine Form des Direktabsatzes im Export, die darin besteht, daß der Hersteller oder Erstanbieter einer Ware in den Export seiner Güter kein Exportunternehmen im eigenen Land oder in den Durchfuhrländern einschaltet,

direct marketing Direktmarketing η Die Gesamtheit der Marketingaktivitäten, die ein Wirtschaftsunternehmen durch direkte, individuelle Kommunikation mit den Mitgliedern einer Zielgruppe verfolgt,

director 1. Direktor m, Leiter m, Vorsteher m 2. Regisseur m, Spielleiter m (Hörfunk/Film/ Femsehen) director of research —» research director

267 direct premium Direktzugabe/, Sofortzugabe/ (Zugabewerbung) Eine Zugabe, die unmittelbar zusammen mit der Hauptware gewährt wird (im Unterschied zu einer Zugabe, die unabhängig davon vergeben wird),

direct sale Direktverkauf m, Beziehungsverkauf m (einzelner Kaufakt) direct selling Beziehungshandel m, Beziehungskauf m, Direktverkauf m (Großhandel) Eine Form des grauen Marktes, die im regelmäßigen oder gelegentlichen Direktverkauf von Großhändlern oder Hersteilem an Endverbraucher aufgrund von besonderen Beziehungen wie Empfehlungen, Bekannte, Freunde, Verwandte usw. und zu Vorzugsbedingungen besteht,

direct survey Direktbefragung /, Direktbefragungsmethode / (Marktforschung) Eine von mehreren Methoden der Marketingkontrolle, die darin besteht, daß die Käufer eines Produkts oder einer Leistung in einer Befragung interviewt werden um festzustellen, in welchem Maße oder Umfange ihre Käufe durch marketingpolitische Aktivitäten des Unternehmens oder durch andere absatzpolitische Maßnahmen bedingt sind,

discount Rabatt m, Diskont m (Markering) Im Rahmen des Kontrahierungs-Mix sind Rabatte spezifische Marketinginstrumente, die - in engem Zusammenhang mit der Preispolitik stehend entweder eine besondere Leistung eines einzelnen Abnehmers belohnen und/oder in einer Art Feinabstimmung gegenüber dem groben Instrument des Preises beim Abnehmer akquisitorische Wirkungen zu erzielen versuchen, indem sie den Preis an die individuelle Besonderheit des Anbieter-AbnehmerVerhältnisses anpassen,

discounter Diskonter m, Discounter m, Diskontgeschäft n, Diskonthaus η (Einzelhandel) Eine Betriebsform des Einzelhandels, bei der ein großer Teil oder die meisten Waren des Sortiments ständig aufgrund der reduzierten Kostenaufwendungen für Service und ähnliche Leistungen und den dadurch zugleich bewirkten erhöhten Lagerumschlag zu Diskontpreisen verkauft werden,

discount department store Diskont-Warenhaus η (Einzelhandel) Eine Betriebsform des Einzelhandels, bei der Elemente des Diskonthandels mit denen des Warenhaushandels kombiniert sind,

distribution center discount trade Diskonthandel m, Discounthandel m (Einzelhandel) discrete simulation model diskretes Simulationsmodell η, unstetiges Simulationsmodell η Ein Simulationsmodell, bei dem die Zustandsänderungen zu diskreten Zeitpunkten erfolgen.

vgl. continuous simulation dispatch (brit despatch) Versand m, Absendung/, Verschickung/, Abfertigung/, Beförderung/, Spedition/, Versandunternehmen η to dispatch (brit to despatch) v/t absenden, abschicken, befördern, expedieren, spedieren, abfertigen dispenser 1. stummer Verkäufer m 2. Auslagegegenstand m, Aufsteller m, Ständer m, Behälter m mit Waren (POP-Werbung) display window Schaufenster η, Auslagenfenster η (Einzelhandel) Schaufenster sind neben der Verkaufsraum- und Fassadengestaltung sowie der Ausrichtung von Modenschauen, Messen und Ausstellungen die hauptsächlichen Werbemittel der Schauwerbung des Einzelhandels und seltener auch des Großhandels,

distribution Vertrieb m, Distribution/ Im weitesten Sinne diejenige wirtschaftliche Betätigung, die eine Vermittlungsfunktion zwischen der Herstellung (Produktion) von Gütern und Leistungen und ihrer Konsumtion (Verbrauch und Gebrauch) erfüllt, indem sie für die Bereitstellung und Verwendbarkeit der produzierten Güter und Leistungen für die Verwendung durch die privaten Haushalte und die Wirtschaftsunternehmen und Institutionen sorgt.

distribution agency Vertriebsagentur /, Vertriebsunternehmen η distribution analysis Verbreitungsanalyse / Distributionsanalyse / (Marktforschung/Mediaforschung) In der Marktforschung die Untersuchung der Verbreitung von bestimmten Artikeln, insbesondere von Markenartikeln, oder von bestimmten Produktgruppen in den Einzelhandelsgeschäften abgegrenzter Absatzgebiete, ihrer Distributionsquote (distribution quota) und Distributionsdichte (distribution density) sowie der damit in engem Zusammenhang stehenden Daten über Endverbraucherumsätze, Kauffrequenz und Lagerhaltung.

discount house -* discounter discounting Diskonthandel m, Discounthandel m (Einzelhandel)

distribution area Vertriebsgebiet η, Absatzgebiet η, Verbreitungsgebiet η, Einzugsgebiet η

discount in kind Naturalrabatt m, Draufgabe / (Marketing)

Das geographische Gebiet, aus dem ein Geschäft bzw. eine Agglomeration von Geschäften seine bzw. ihre Kunden zieht,

Eine Form des Warenrabatts, bei der ein Käufer zusätzlich zu den gekauften Waren weitere Wareneinheiten) gratis erhält. Es handelt sich grundsätzliche um einen in Form von Waren oder Leistungen, nicht jedoch in Geld, gewährten Rabatt,

discount store -* discounter

distribution center (brit distribution centre) Absatzzentrum η (Marketing) Deijenige lokale oder regionale Bereich, in dem der weitaus größte Teil der Erzeugnisse eines Unternehmens oder einer Branche abgesetzt wird und in den sich die Käufer aus den umliegenden Regionen

distribution channel (Einzugsbereich) begeben, um die Erzeugnisse zu kaufen.

distribution channel Absatzweg m, Handelskette / (Marketing) Die am Umsatz einer in ihrem stofflichen Charakter unverändert bleibenden Ware beteiligten Betriebe bilden in der Reihenfolge vom Erzeuger bis zum Verwender eine Handelskette,

distribution channel analysis Handelskettenanalyse /, Handelskettenmethode / (Marketing/ Marktforschung) Ein empirisches Verfahren zur Untersuchung der Absatzwege und der Kosten der Distribution eines Gutes von der Erzeugung bis zur Verwendung und mit dem Ziel der wirtschaftlichen Gestaltung der Distribution.

distribution cost Vertriebskosten pl, Distributionskosten pl (Marketing) Deijenige Anteil an den Gesamtkosten eines Produkts, der von seiner Herstellung an bis zu dem Punkt anfällt, an dem das Produkt den Konsumenten erreicht, d.h. die Summe der Vertriebskosten und der Handelsspannen (Großhandels- und Einzelhandelsspannen) der beteiligten Handelsbetriebe: die Differenz zwischen Verkaufspreis und Produktionskosten.

distribution cost analysis Vertriebskostenanalyse / (Marketing/Marktforschung) distribution density Vertriebsdichte /, Distributionsdichte / CMarketing/Marktforschung) Das Verhältnis der Zahl der Verkaufsstellen, die in einem bestimmten Gebiet eine bestimmte Marke eines Produkts oder einfach ein bestimmtes Produkt führen, zur Gesamtfläche des Absatzgebiets oder auch zur Bevölkerung des Absatzgebiets,

distribution department Vertriebsabteilung / (Marketing) distribution figure Vertriebszahl /, Vertriebsziffer / (Statistik/Marketing/Marktforschung) distribution manager Vertriebsleiter m, Leiter m der Vertriebsabteilung (Marketing) distribution method Vertriebsmethode/(Marketing) distribution mix Distributions-Mix η, Distributionspolitik /(Marketing) Die Gesamtheit der Entscheidungen, die im Zusammenhang mit dem Weg eines Produkts zum Endkäufer stehen.

distribution model Vertriebsmodell η (Marketing/Marktforschung) distribution organization (brit distribution organisation) Vertriebsorganisation /, Organisation / des Vertriebs, Absatzorganisation / (Marketing) Im allgemeinen wird unterschieden zwischen Absatz mit Hilfe untemehmenseigener Verkaufsorgane und Absatz mit Hilfe unternehmensfremder Verkaufsorgane sowie Absatz mit Hilfe von Marktveranstaltungen.

268 distribution outlet Einzelhändler m (innerhalb der Vertriebsorganisation) (Marketing) distribution plan Vertriebsplan m (Marketing) distribution policy Vertriebspolitik / (Marketing) —* distribution mix distribution quota Distributionsquote /, Distributionsgrad m (Marketing) Das Maß der Erhältlichkeit bzw. Vorrätigkeit eines Guts und insbesondere eines Markenartikels bei den Absatzmittlem eines bestimmten Absatzgebiets innerhalb eines bestimmten Zeitraums,

distribution rate —> distribution quota distribution research Vertriebsforschung / (Marktforschung) —» distribution analysis distribution restraint(s) (pl) Absatzbindung(en) flpl), Vertriebsbindung(en) f(pl) (Marketing) Ein etwas diffuser Sammelbegriff für verschiedene Formen vertraglicher Bindungen im Zusammenhang mit dem Absatz von Waren. Meist wird zwischen horizontalen Absatzbindungen, bei denen Händler oder Hersteller untereinander Absprachen über die Beschränkung der wechselseitigen Handlungsfreiheit treffen, und vertikalen Absatzbindungen unterschieden, bei denen in der Regel die Hersteller den Händlern als Abnehmern in Form von Vetriebsbindungen Beschränkungen auferlegen (Abnehmerbindungen) oder umgekehrt die Händler gegenüber den Herstellern initiativ werden (Lieferantenbindung), indem sie sich im Gegengeschäft für die ausschließliche Belieferung zur Einhaltung bestimmter Auflagen verpflichten,

distribution study Vertriebsuntersuchung /, Vertriebsstudie f(Marktforschung) distribution analysis distribution system 1. Vertriebssystem η (Marketing) 2. Verkabelungssystem η (Kabelfemsehen) distributive trades pl Handel m (Institution), Handelsbetriebe m/pl, die Handelsunternehmen n/pl (Marketing) Die Wirtschaftsunternehmen des institutionellen Handels, deren Funktion es ist, die Distribution von Waren zu besorgen,

distributor Distributionsbetrieb m, Vertriebsbetrieb m (Marketing) Sammelbezeichnung für die drei im Hinblick auf ihre Distributionstätigkeit zu unterscheidenden Betriebstypen: die Produktionsbetriebe, die Handelsunternehmen und die Distributionshilfsbetriebe,

district representative Bezirksvertreter m Ein Handelsvertreter, dessen Tätigkeitsbereich auf einen geographisch abgegrenzten Bezirk beschränkt ist und der für die Dauer seiner Tätigkeit Anspruch auf Provisionen für alle in seinem Bezirk getätigten Verkäufe der von ihm vertretenen Waren auch dann

269 hat, wenn diese ohne seine Mitwirkung zustandegckommen sind.

diversification Diversifizierung /, Diversifikation / (Marketing) In der Produkt- und in der Sortimentspolitik die Erweiterung des Angebots- und Leistungsprogramms eines Wirtschaftsunternehmens um ein Produkt (oder eine Leistung), das (die) bisher noch nicht hergestellt bzw. angeboten wurde, mit dem Ziel der Erhöhung seines Gesamtumsatzes (oder auch der Abwendung seines Rückgangs) bzw. seiner Absicherung gegen Marktrisiken (Politik der Risikostreuung durch Schaffung neuer Märkte),

divisionalization Divisionalisierung / (Marketing) Im allgemeinen die organisatorische Aufgliederung eines Unternehmens in Sparten oder Geschäftsbereiche (divisions), die in ihren spezifischen Aufgabenund Leistungsgebieten quasiautonom und vollverantwortlich sind,

documentary function (of pricing) Dokumentationsfunktion / (der Preispolitik) (Konditionenpolitik) Die Funktion des Preises, die darauf zielt, einen zusammengefallen Ausdruck einer Leistung darzustellen, durch die sich ein Unternehmen gegenüber seinen Mitbewerbern bei seinen Abnehmern zu behaupten versucht,

documentation system Dokumentationssystem η (Marketing) Ein Grundtyp von Marketing-Informationssystemen (MAIS), durch das wichtige Marketinginformationen jederzeit abrufbar systematisch gespeichert werden.

domestic market Binnenmarkt m (Wirtschaftslehre) domestic market trade Binnenhandel m (Wirtschaftslehre) Im Gegensatz zum Außenhandel der sich innerhalb nationaler Grenzen eines Landes vollziehende Handel mit Gütern, die entweder in diesem Land erzeugt oder für den Ge- bzw. Verbrauch im Inland importiert worden sind,

domestic market research Binnenmarktforschung/ Die im Gegensatz zur Auslandsmarktforschung auf das Inland gerichtete Marktforschung,

domestic trade —> domestic market trade dominance of the minimum factor Dominanz / des Minimumfaktors (Marketing) Die Hypothese, derzufolge das schwächste Glied unter den Funktionsbereichen eines Unternehmens dasjenige ist, das das System des Unternehmens am stärksten bestimmt, weil es die Konzentration auf das schwächste Glied, den Engpaß, erforderlich macht.

dominant price leadership dominierende Preisführung/, dominierende Preisführerschaft/ (Wirtschaftslehre/Wettbewerbstheorie) Eine absatz- und preispolitische Marktkonstellation,

draw die dadurch charakterisiert ist, daß ein einziges von mehreren miteinander konkurrierenden Unternehmen den Zeitpunkt und den Umfang von Preisänderungen für die von den verschiedenen Unternehmen angebotenen Güter bestimmt und die Konkurrenten sich nach dem Preis dieses einen Unternehmens richten, das dank seines besonders hohen Marktanteils gegenüber den übrigen Konkurrenten die preispolitische Situation beherrscht,

door-in-the-face Strategie /

strategy

Door-in-the-face-

Eine Marketingstrategie, die auf die davon ausgeht, daß nach Verweigerung der Erfüllung einer großen Forderung oder Bitte die Wahrscheinlichkeit der Erfüllung einer kleinen Bitte oder Forderung wächst.

vgl. foot-in-the-door strategy door-to-door sale Direktverkauf m, Haustürverkauf m, Hausierhandel m, Hausiergewerbe η Eine Form des ambulanten Handels, bei der ein Händler (Hausierer) von Ort zu Ort geht oder fährt und dort die privaten Haushalte in der Wohnung aufsucht, um ihnen die von ihm vertriebenen Waren, meist Kleinbedarf oder Textilien, Kurzwaren, Korbwaren u.ä. anzubieten,

door-to-door selling —» door-to-door-sale Dorfman-Steiner model —» Dorfman-Steiner theorem Dorfman-Steiner theorem Dorfman-SteinerTheorem η (Marketing/Marktforschung) Ein von den beiden amerikanischen Wirtschaftswissenschaftlern R. Dorfman und P. O. Steiner 1954 entwickelter marginalanalytischer Ansatz zur Formulierung der Optimalitätsbedingungen für die Kombination der absatzpolitischen Instrumente Preis, Produktqualität und Werbeaufwand bei im übrigen statischen Verhältnissen der wirtschaftlichen Umwelt. Das Theorem gibt den Punkt an, an dem ein Unternehmen durch Einsatz der Aktionsparameter Produktpreis, Produktqualität und Werbeaufwendungen pro Zeiteinheit das Gewinnmaximum erreicht.

double-duty pack Mehrzweckpackung/ Eine Verpackung, die zusätzlich zu ihrer eigentlich vorgesehenen Verpackungsaufgabe auch noch für andere Zwecke verwendet werden kann,

downscale adj/adv untere soziale Schichten betreffend, untere Einkommensgruppen betreffend, Unterschicht- (empirische Sozialforschung/Marktforschung ) Eine Bezeichnung, die sich bei Erhebungen auf alles bezieht, das sich „am unteren Ende der Skala" bewegt.« vgl. upscale

draw 1. Zugkraft /, Anziehungskraft /, Attraktivität / (Marketing ) -> pull 2. Zugstück n, Kassenschlager m, Zugkräftiges η (Marketing) 3. Provisionsvorschuß m, Kommissionsvorschuß m (Marketing)

270

to draw to draw 1. v/t anziehen, anlocken (Kunden, Käufer) 2. v/t zeichnen, entwerfen, malen, zeichnerisch darstellen drawing Zeichnung /, Skizze /, Entwurf ra, zeichnerische Darstellung/, gezeichnetes Bild η drawing power Anziehungskraft /, Zugkraft /, Attraktivität /, Fähigkeit/(Kunden, Käufer) anzuziehen (Marketing) drive 1. Trieb m, Antrieb m, Motiv n, Beweggrund m (Psychologie) 2. Vorstoß m, Offensive/, Kampagne/, Feldzug m, Verkaufsaktion/ 3. Triebkraft/, Stoßkraft/, Energie/ dry run Probe/, Probelauf m, Probedurchlauf m dual distribution Dualdistribution/, duale Distribution/(Marketing/Marketinglogistik) In der Absatzwegepolitik die Einschaltung von zwei Absatzwegesystemen durch einen Hersteller, um dieselben Abnehmer zu erreichen.

vgl. mono distribution, poly distribution dual-use package Mehrwegpackung/ Eine mehrmals verwendbare Verpackung, die im allgemeinen im Leih- und Rückgabeverkehr verwendet wird.

vgl. one-way package dual-use packaging Mehrwegpacken η, Mehrwegverpackungsstrategie / Der gezielte Einsatz mehrmals verwendbarer Verpackungen, die im allgemeinen im Leih- und Rückgabeverkehr verwendet werden.

vgl. one-way packaging due bill Gegengeschäftsanerkenntnis / due bill factoring Fälligkeits-Factoring η Eine Form des Factoring, die sich vom echten Factoring (nonrecourse factoring) dadurch unterschei-

det, daß es keine Bevorschussung der eingereichten Rechnung gibt.

dummy Leerpackung /, Attrappe /, Ausstellungsmuster n, Schaupackung /, Schaufensterpackung/, Musterpackung/ dummy pack Schaupackung/ Eine entweder in Originalgröße oder größer, seltener auch kleiner dimensionierte Attrappe, die als Blickfang eingesetzt wird.

durable —> durable goods durable consumer goods pi Gebrauchsgüter n/pl, langlebige Konsumgüter n/pl, Besitzgüter n/pl Güter des privaten Konsums, die zum mehrmaligen und längerfristigen Gebrauch bestimmt sind.

durable consumer goods panel Gebrauchsgüterpanel η, Besitzgüterpanel η (Konsumforschung/Marktforschung ) In der Panelforschung ein Haushaltspanel für Gebrauchsgüter.

durable goods pi —> durable consumer goods durables —» durable consumer goods Dutch auction Auktion / auf Abstrich, Absteigerung /, Abstrich m Eine Form der Versteigerung, bei der ein Auktionator von einem Höchstpreis ausgeht und diesen sukzessive verringert, bis ein Preis erreicht ist, für den sich ein Käufer findet.

vgl. commercial auction dyopoly Duopol n, Dyopol η (Wirtschaftslehre) In der Volkswirtschaftslehre eine Marktform des Angebots, bei der als der einfachsten Form des Oligopols zwei marktbeherrschende Anbieter miteinander in Konkurrenz stehen.

Ε ΕΑΝ bar code system ΕΑΝ-System η, Europäische Artikelnumerierung/

economic order quantity model (EOQ model) Bestellpunktverfahren η, Bestellpunktmodell η

Ein maschinenlesbares Strichcodierungssystem, das 13 Stellen umfaßt.

Ein Verfahren der betrieblichen Lagerhaltungspolitik, bei dem Neubestellungen aufgrund von vorher festgelegten Bestellpunkten ausgelöst werden,

early adopter Friihadopter m, früh Akzeptierender m, früh Nachvollziehender m (Kommunikationsforschung/Konsumforschung/Marktforschung) Ein Konsument, der zu den ersten zählt, die ein neu eingeführtes Produkt kaufen, eine neue Mode mitmachen oder sehr schnell auf Werbeankündigungen reagieren.

early followers pi —» early majority early majority frühe Mehrheit / (Kommunikationsforschung/Konsumforschung/Marktforschung) Bei der Einführung von Innovationen und neuen Produkten die große Gruppe derjenigen, die der Gruppe der allerersten (early adopters), die ein neueingeführtes Produkt kaufen oder eine neue Mode mitmachen, in der Annahme der Neuerung folgt.

-> early followers; vgl. late majority earned rate effektiver Nettopreis m Der Preis, den jemand unter Berücksichtigung aller Nachlässe und Rabatte tatsächlich zu bezahlen hat, d.h. unabhängig davon, was ursprünglich im Vertrag vereinbart war oder was dem reinen Listenpreis entspricht.

eclectic method eklektische Methode / (der Etatfestsetzung) (Marketing/Werbung) Die Festsetzung eines Marketingetats nach einer Vielzahl von verschiedenen Methoden,

ecological marketing ökologisches Marketing n, Ökomarketing η Der dem Sozio-Marketing zuzurechnende Bereich des Marketing, dessen Ziel darin besteht, das Verhalten der Mitglieder der Gesellschaft zugunsten einer Verringerung der Umweltverschmutzung und der Ressourcenverschwendung zu beeinflussen,

econometric marketing research ökonometrische Marketingforschung /, ökonometrische Marktforschung / Ein Zweig der Marktforschung, dessen Prinzip darin besteht, einen Datenbestand über Marketingaktivitäten und die daraus resultierenden Marktanteilsveränderungen aller in Konkurrenzbeziehung stehenden Marken eines Produktfelds aufzubauen,

economic order quantity (EOQ) optimale Bestellmenge /, Bestellmenge / (Marketinglogistik) Diejenige Bestellmenge, die bei Erreichen des Bestellpunkts anfällt, d.h. der Punkt, der erreicht ist, wenn der Lagerbestand so klein geworden ist, daß neue Bestellungen erforderlich werden.

economic status scale Skala/des wirtschaftlichen Status (Marktforschung) effect Wirkung/, Effekt m, Auswirkung/, Einwirkung /, Einfluß m, Eindruck m, Resultat n, Ergebnis n, Folge/, Konsequenz/ effective adj wirksam, wirkungsvoll, effektiv, erfolgreich effective demand effektive Nachfrage / (Wirtschaftslehre) effectiveness Wirksamkeit/, Erfolg m effectiveness control Erfolgskontrolle / (Marketing) Allgemein die Gesamtheit der Analysen und Untersuchungen, mit denen festzustellen versucht wird, ob die mit Hilfe von bestimmten Maßnahmen, Programmen oder Strategien angestrebten Ziele tatsächlich erreicht wurden, einschließlich der Untersuchung der Gründe, die dazu geführt haben, daß die angestrebten Ziele nicht erreicht wurden,

efficiency Effizienz f (Marketing/Statistik) 1. In der Theorie des Marketingmanagement unterscheidet man zwischen der Effizienz und der Effektivität von Unternehmen. Ein Unternehmen ist effizient in dem Maße, in dem ihm gelingt, die individuellen Kooperationsmotive zu erfüllen. Es ist effektiv in dem Maße, in dem der gemeinsame Unternehmenszweck erreicht wird. 2. In der Marketinglehre wird Effizienz meist als etwas diffuses Synonym für Leistungsfähigkeit verwendet.

efficiency analysis Effizienzanalyse / (Marketing) Die Untersuchung der positiven Effekte einer Maßnahme (Effizienz),

eidotropic principle Prägnanzprinzip n, Gesetz η der guten Gestalt (Psychologie/Werbung) Das den Gestaltgesetzen der Gestaltpsychologie zugrundeliegende Fundamentalprinzip der Wahrnehmung, nach dem diese eine Eigentendenz auf „gute Gestalten" hat, die eine optimale Abhebung und Gliederung eines Gebildes aus dem Gesamt eines Wahmehmungsfelds bewirken,

elasticity schung)

Elastizität

/

(Statistik/1Marktfor-

Das Verhältnis der relativen Änderung einer abhängigen Variablen (einer abhängigen Größe) zur relativen Änderung der sie verursachenden unabhängigen Variablen.

elasticity coefficient Elastizitätskoefiizient m (Statistik)

elasticity method elasticity method Elastizitätsmethode / (der Budgetierung) Eine Methode der Budgetfestsetzung auf der Basis von Angebots- und Nachfragekurven. Das Verhältnis der Kosten für zusätzlichen Marketingaufwand wird dabei in Beziehung gesetzt zu den dadurch erreichten zusätzlichen Gewinnen.

elasticity of consumption Verbrauchselastizität f (Wirtschaftslehre/Marketing/Marktforschung) elasticity of demand —» income elasticity of demand, elasticity of want elasticity of demand Nachfrageelastizität / C Wirtschaftslehre/Markering/Marktforschung) Das Verhältnis der relativen Änderung der Nachfrage nach einem Gut zu der sie auslösenden Änderung des Preises oder anderer Marketingaktivitäten für dieses Gut.

elasticity of want Bedarfselastizität / (Wirtschaftslehre/Marketing/Marktforschung) Die Fähigkeit eines Individuums, seinen eigenen Bedarf an bestimmten Gütern wechselnden Verhältnissen anzupassen oder mehr oder weniger auf sie zu verzichten.

vgl. elasticity of demand element psychology Elementenpsychologie f Elementarismus m Diejenige Orientierung in der Psychologie, die im Gegensatz zur Ganzheits- und Gestaltpsychologie davon ausgeht (bzw. ausging), daß alle psychischen Vorgänge und Inhalte wie z.B. Wahrnehmung, Gedächtnis, Bewußtsein durch die Annahme kleiner Einheiten (= Elemente) interpretierbar sind, die als unabhängige und unteilbare Bausteine die Inhalte und Vorgänge der Psyche konstitutieren.

elementarism —> element psychology elimination technique Eliminationsverfahren η (Marktforschung) Bei Produkttests ein Verfahren der sukzessiven Anonymisierung des zu testenden Produkts mit dem Ziel der Erfassung der Ausstrahlungswirkung einzelner Komponenten auf die Gesamtwirkung eines Produkts.

emotional differentiation emotionale Differenzierung / (Marketingplanung) —> emotional product differentiation emotional product differentiation emotionale Produktdifferenzierung /, emotionale Differenzierung / (Marketingplanung) Die Profilierung eines Produktes mit Hilfe der Werbung, gestützt auf kleinere Modifikationen hinsichtlich Formgebung, Farbe, Finish, bei der der Produktkern erhalten bleibt.

end aisle display Warenauslage/, Warenstapel m am Ende des Ganges Eine Warenauslage am Ende des Gangs in einem Einzelhandelsgeschäft, Warenhaus, Supermarkt.

end consumer Endverbraucher m, Letztver-

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braucher m, Absatzempfänger m (Konsumforschung/Marketing ) Eine Person, die eine Ware in der Absicht kauft, sie zu konsumieren, im Gegensatz zu Wirtschaftsunternehmen, die Erzeugnisse kaufen, um sie weiterzuverarbeiten oder zu bearbeiten, und auch im Gegensatz zu Groß-, Zwischen- oder Einzelhändlern, die sie kaufen, um sie unverändert weiterzuverkaufen,

end consumer panel Endverbraucher-Panel η (Konsumforschung/Marktforschung) end display end aisle display endless chain method Schneeballsystem η, Hydrasystem η, progressive Kundenwerbung / (Verkaufsförderung) Ein Verfahren der Kundenwerbung, das im Prinzip darin besteht, daß einem Käufer festgesetzte Preisnachlässe in Aussicht gestellt werden, wenn es ihm gelingt, eine bestimmte Anzahl von weiteren Käufern zu werben,

end rate Minimalpreis m, niedrigster Preis m end user —» end consumer Engel-Blackwell-Kollat model Engel-Blackwell-Kollat-Modell (der Konsumentenentscheidungen) (Marktforschung/Konsumforschung) Ein von den amerikanischen Marktforschern James F. Engel, Roger D. Blackwell und David T. Kollat entwickeltes Phasenschema des Kaufverhaltens und der dabei auftretenden Entscheidungsprobleme, das von den fünf Stufen (1) Problemwahrnehmung, (2) Suche nach Lösungsalternativen, (3) Bewertung dieser Alternativen, (4) Entschluß und (5) Konsequenzen der Entschlußrealisierung ausgeht.

Engel's law Engelsches Gesetz n, Engelkurve f Engel-Schwabesches Gesetz η (Wirtschaftslehre/Statistik) Die von dem preußischen Statistiker Ernst Engel 1857 auf der Grundlage amtlicher Statistiken entdeckte Gesetzmäßigkeit, daß die Ausgaben privater Haushalte für Nahrungsmittel mit wachsendem Einkommen absolut steigen, aber relativ sinken,

enrollment Einschreibung/ Eine Sonderform der Auktion, bei der ein Anbieter die Interessenten auffordert, innerhalb einer festgelegten Frist schriftliche Angebote in verschlossenem Umschlag zu unterbreiten,

ensemble display Ensembleauslage / (Einzelhandel Die zusammenhängende Auslage von Waren, die zusammen gekauft benutzt oder verbraucht werden sollen.

environment Umfeld n, Umgebung/ EOQ Abk economic order quantity EOQ model —» economic order quantity equilibrium price Gleichgewichtspreis (Wirtschaftslehre)

m

In der Preistheorie ein Preis, bei dem auf einem vollkommenen Markt Angebot und Nachfrage einander genau ausgleichen, also genausoviel angeboten wie nachgefragt wird.

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equity capital Eigenkapital η (Betriebswirtschaft) equity theory Equity-Theorie / , Billigkeitstheorie / (Sozialpsychologie/Marktpsychologie) Die von dem amerikanischen Sozialpsychologen J. S. Adams entwickelte Theorie, daß Personen allgemein in Situationen des sozialen Austausches (social exchange) nach dem Prinzip der Billigkeit solchen Transaktionen den Vorzug geben, bei denen sie das Äquivalent dessen herausholen, das sie einbringen, estimate Schätzung / , K o s t e n s c h ä t z u n g / , Kostenanschlag m, Kostenvoranschlag m —> cost estimate e v o k e d set Beriicksichtigungsfeld η, relevanter M a r k t m, relevanter Produktmarkt m (Marktforschung) In der Wahrnehmungspsyhologie die Gesamtheit der Faktoren, die einen Einfluß auf die Wahrnehmung eines Individuums ausüben. Analog bezeichnet der „evoked set" im Marketing die Gesamtheit der Markenartikel, die ein Käufer kennt und als kaufbar ansieht, die er also grundsätzlich vor einer Kaufentscheidung in seine Erwägungen miteinbezieht, wenn er ein Produkt (eine Marke) dieser Produktgruppe kauft. e x c h a n g e 1. A u s t a u s c h m, Zeitschriftenaustausch m, Zeitungsaustausch m 2. B ö r s e /

expected value theory Händler das alleinige Recht des Vertriebs eines oder mehrerer Erzeugnisse des Herstellers in einem fest umgrenzten Gebiet („Gebietsschutz") eingeräumt wird. exclusive representative —» exclusive agent exclusivity Exklusivität / , W e t t b e w e r b s a u s schluß m, K o n k u r r e n z a u s s c h l u ß m —> exclusive agency agreement, exclusive distribution exclusivity a g r e e m e n t Ausschließlichkeitsklausel/, Konkurrenzausschlußklausel/ Das vertraglich fixierte Verbot für einen Vertragspartner, zugleich Vertragsvereinbarungen oder Geschäftsabschlüsse mit einem Dritten zu treffen, e x e c u t i o n A u s f ü h r u n g / D u r c h f ü h r u n g / , Art / u n d Weise der A u s f ü h r u n g (einer Konzeption) exhibit 1. Ausstellungsstück n, Ausstellungsgegenstand m, Schaustück n, E x p o n a t η 2. A u s s t e l l u n g /

Eine Marktveranstaltung, die regelmäßig und dauernd an einem bestimmten Ort stattfindet und auf der vertretbare, (d.h. standardisierte und in ihrer Beschaffenheit eindeutig beschreibbare Güter (fungible Güter) gehandelt werden, die am Handelsort selbst nicht anwesend sein müssen (und dort in der Regel auch nicht anwesend sind), e x c h a n g e theory Austauschtheorie / , Austauscharten f/pl von Marktpartnern (Marktpsychologie/Marketing) Ein Ansatz, nach dem alle menschliche Interaktion ein Austausch von wechselseitigen Diensten und Gratifikationen ist, bei dem durch hohen Aufwand (Kosten) auch hoher Gewinn zu erzielen ist. Als sozialer Austausch gelten dabei alle freiwilligen Handlungen, die durch erwartete Belohnungen motiviert sind.

exhibition A u s s t e l l u n g / , M e s s e / Eine zeitlich begrenzte Veranstaltung, auf der eine Vielzahl von Ausstellern ein repräsentatives Angebot eines oder mehrerer Wirtschaftszweige oder Wirtschaftsgebiete ausstellt und vertreibt oder über dieses Angebot zum Zweck der Absatzförderung informiert, exhibitor Aussteller m e x p a n s i o n p l a n E x p a n s i o n s p l a n m, Erweiterungsplan m (Marketing) expectation E r w a r t u n g / Die Annahme einer bestimmten Wahrscheinlichkeit für das Eintreten eines vermuteten bzw. für möglich gehaltenen Ereignisses, expectation-valence t h e o r y Erwartungs-Valenz-Theorie / (Psychologie/Marktpsychologie) Sammelbezeichnung für eine Reihe von Prozeßtheorien der Verhaltensmotivation, die es im Gegensatz zu den Inhaltstheorien die Prozeßtheorien weitgehend unbestimmt lassen, auf welche Ziele sich das Verhalten richtet. Sie befassen sich vielmehr mit den kognitiven Prozessen, die im Individuum ablaufen und ein bestimmtes Verhalten bewirken, e x p e c t e d value principle Erwartungswert-Prinzip η, E r w a r t u n g s w e r t - R e g e l / (Entscheidungstheorie)

exclusive agency a g r e e m e n t K o n k u r r e n z a u s schluß m, Konkurrenzklausel f(Marketing) Eine vertragliche Vereinbarung zwischen Partnern, durch die mindestens einem von ihnen die Verpflichtung auferlegt wird, mit einem Konkurrenten des Vertragspartners keine gleichartige Vereinbarung abzuschließen, exclusive agent Alleinvertreter m Die vertraglich vereinbarte Einräumung des Rechts an einen Handelsvertreter, einen Hersteller in einem genau begrenzten Gebiet exklusiv zu vertreten, exclusive distribution Exklusivvertrieb m, Alleinvertrieb m, A l l e i n v e r t r i e b s v e r e i n b a r u n g / Eine vertragliche Vereinbarung zwischen einem Hersteller und einem Händler, durch die dem

Ein auf das Bayes-Theorem rekurrierender Ansatz für Entscheidungen unter Risiko (decisions under risk), d.h. unter Zuschreibung subjektiver Wahrscheinlichkeiten (im Gegensatz zum Rückgriff auf Wahrscheinlichkeiten auf der Basis von relativen Häufigkeiten), bei dem objektive Wahrscheinlichkeiten, wenn sie existieren, ebenso berücksichtigt werden wie die subjektiven Wahrscheinlichkeiten. e x p e c t e d value t h e o r y E r w a r t u n g s w e r t - T h e o rie f (Psychologie/Marktpsychologie) Die von dem amerikanischen Psychologen Edward C. Tolman formulierte Theorie des Lernens, derzufolge Lernen im Erwerb von Verbindungen zwischen Reizen („cognitions") beteht, deren Gesamt-

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expenditure heit eine kognitive Landkarte („cognitive map") bildet, in der bestimmte Routen zu bestimmten Zielen führen.

expenditure Ausgabe /, Verausgabung /, Aufwand m, Verbrauch m (Marketing) expenditure weight Kostenaufwand m experience Erfahrung / Praxis / durch Erfahrung erworbenes Wissen η experience curve effect -» Boston effect experience-exchanging group ERFA-Gruppe /, Erfahrungsaustauschgruppe/ Eine auf Initiative des Rationalisierungskuratoriums der Deutschen Wirtschaft (RKW) gebildete Gruppe von Betriebsangehörigen einer oder mehrerer Branchen, die unter der Betreuung einer Industrie- und Handelskammer (IHK) regelmäßige Sitzungen mit dem Zweck des zwanglosen Austausches von Erfahrungen und Informationen der betriebswirtschaftlichen und technischen Praxis zwischen den einzelnen Wirtschaftsunternehmen abhält,

experience test —> trial test expert's jury Expertenbefragung / (Marktforschung) Eine Form der Befragung, deren Ziel die Erhebung der sachverständigen Urteile von Spezialisten ist.

experts' panel survey —» experts' jury expert system Expertensystem η Ein inferenzfähiges Rechnersystem, das in der Lage ist, auf der Basis des eingegebenen Expertenwissens, Problemlösungen zu erarbeiten,

expiration Ablauf m, Auslaufen n, Verfall m, Schluß m (z.B. eines Vertrags) export Export m export ban Exportverbot m (Marketing) Eine Form der Absatz- und Vertriebsbindung, auf die vor allem Markenartikelhersteller im internationalen Handel ihre Zwischen- und/oder Einzelhändler zur Sicherung bestehender Alleinvertriebsvereinbarungen und Vertriebsbindungen vor Störungen verpflichten.

export distribution Exportdistribution / (Marketing) Der Gestaltung der Absatzwegepolitik stehen beim grenzüberschreitenden Verkehr des Exports naturgemäß besondere Probleme gegenüber, die sich vor allem auf die Frage konzentrieren, ob ein Fertigungsunternehmen seine Erzeugnisse im Außenhandel direkt oder indirekt absetzen soll,

export factoring Auslandsfactoring η, Exportfactoring η (Marketing) Eine Form des Factoring, durch die die Risiken des Außenhandels gemindert werden können. Dabei arbeiten ein Exporteur und sein Factor auf der einen und ein Importeur und sein Factor auf der anderen Seite zusammen. Die wechselseitigen Geschäftsbeziehungen sind so geregelt, daß der Factor im Land des Exporteurs sich gegenüber dem Factor des Importeurs zum Ankauf der Forderungen bei ausreichender Bonität des Abnehmers und meist auch zur Übernahme des Kreditrisikos verpflichtet.

export fair Exportmusterschau / Eine Marktveranstaltung, die ähnlich wie eine Messe entweder im Inland oder im Ausland abgehalten wird, den teilnehmenden Anbietern Kontakte mit ausländischen Abnehmern ermöglichen und diesen einen Überblick über deren Warenangebot ermöglichen soll.

export marketing Exportmarketing η export market research Exportmarktforschung/ Derjenige Bereich der Auslandsmarktforschung, der sich mit der systematischen Analyse ausländischer Absatzmärkte beschäftigt,

export price Exportpreis m export pricing Exportpreispolitik / Bei der Gestaltung der Exportpreise ergibt sich die Notwendigkeit einer eigenständigen, vom Binnenmarktpreis unabhängigen Preiskalkulation einerseits, weil die normale Preiskalkulation sowohl an den Herstellungskosten wie den Binnenmarktpreisen orientiert ist und andererseits, weil die Exportpreise vielfach den auf verschiedenen ausländischen Märkten geltenden Marktpreisen angepaßt werden müssen.

export product policy Exportproduktpolitik / (Marketing) Während es Produkte gibt, die als typisch inländisches Erzeugnis gerade wegen ihrer Eigenart unverändert auch auf ausländischen Märkten absetzbar sind, ist es bei weniger charakteristischen Erzeugnissen meist angebracht, ihre Eigenschaften, mindestens aber ihre Packung und ihre Markierung den Erfordernissen eines ausländischen Marktes entsprechend umzugestalten, um es an die in dem jeweiligen Abnehmerland herrschenden Gewohnheiten, Gebräuche, Sitten und Verkehrsanschauungen oder auch unterschiedlichen klimatischen, demographischen, geographischen oder sozioökonomischen Gegebenheiten wie z.B. andere Maße, Größen und Gewichte, andere ästhetische Vorstellungen, andere Farbenpräferenzen, Einkommensgewohnheiten, Einkommenstrukturen usw. anzupassen,

export promotion Exportförderung/ exposition Ausstellung /, öffentliche Ausstellung/, Schau/ extended product erweitertes Produkt η (Wirtschaftslehre/Betriebswirtschaft/Marketing) Die Gesamtheit der Vorteile, die ein Käufer mit Erwerb des formalen Produkts (formal product) erwirbt, d.h. die zum Produkt gehörigen Installationsleistungen, die Konditionen, der Kundendienst, die Lieferungs- und Zahlungsbedingungen sowie die Garantieleistungen,

extra charge Preisaufschlag m, Aufpreis m, Mehrpreis m, Sondergebühr/ extrapolation of trend trend extrapolation ex works price Fabrikpreis m Der Preis, zu dem ein industrieller Hersteller die von ihm produzierten Waren weiterverkauft.

F face-to-face selling Direktverkauf m, persönlicher Verkauf m (Marketing) Ziel und Aufgabe des persönlichen Verkaufs ist es, durch einen unmittelbaren persönlichen Kontakt, im Gegensatz zu den unpersönlichen Formen der Marktkommunikation, den Boden für Verkaufsabschlüsse zu bereiten bzw. diese unmittelbar zu bewirken.

face value Nennwert m, nomineller Wert m, Nennbetrag m, Nominalbetrag m facilitating agencies pi of marketing Hilfsbetriebe m/pl der Absatzwirtschaft, des Marketing und des Handels

2. Ausfallrate / , Ausfallquote /, Anteil m der Maschinenausfälle, der Produktionsausfälle fair Messe/, Ausstellung/, Markt m Eine Veranstaltung mit Marktcharakter, die ein umfassendes Angebot eines (Fachmesse) oder mehrerer Wirtschaftszweige (Universalmesse, allgemeine Messe, technische Messe) bietet und im allgemeinen in regelmäßigem 1\raius am gleichen Ort stattfindet,

Handels und des Marder Erleichterung des dispositiven und des liegen,

fair average quality (faq) mittlere Qualität/, Handelsgut η mittlerer Art und Güte fair catalog Messekatalog m fair competition lauterer Wettbewerb m vgl. unfair competition fair market value angemessener Marktpreis m fair price gerechter Preis m fair price theory Fair-price-Theorie/, Theorie/ des gerechten Preises

facilitator —» facilitating agencies facility 1. Einrichtung/, Anlage/, Ausrüstung/, Betrieb m, Betriebsstätte / 2. Kredit n, Fazilität/ factor 1. Faktor ra, Umstand m, Moment n, mitwirkender Umstand m, Einfluß m 2. Factor m, Verkaufskommissionär m, Factoring-Unternehmen n, Factoring-Institut η factoring Factoring η

Eine von J. H. Kamen und R. J. Toman formulierte Variante des Weberschen Gesetzes, die annimmt, daß die Verbraucher eine Vorstellung davon haben, was ein angemessener Preis für ein bestimmtes Produkt sei. Daher bevorzugen bei absolut gleichgroßen Preisunterschieden zwischen zwei Produkten oder zwei Marken eines Produkts und einem insgesamt niedrigen Preisniveau weniger Käufer die billigere Marke, als das der Fall wäre, wenn ein insgesamt hohes Preisniveau vorherrschte,

Ein Verfahren der Absatzfinanzierung, bei dem ein Finanzierungsunternehmen, der Factor, die Forderungen einer möglichst geschlossenen Lieferantengrappe aufkauft und mit dem Erwerb der Forderungen auch die Debitorenbuchhaltung und -Verwaltung übernimmt,

familiarity Vertrautheit / familiarity index —> brand familiarity familiarity of brand —> brand familiarity family income Familieneinkommen η, Familiennettoeinkommen η

Diejenigen Institutionen des keting, deren Aufgaben in Informationsaustauschs, des physischen Warenaustauschs

factory Fabrik/, Werk n, Betriebsstätte/ factory building Fabrikgebäude η, Werkshalle / , Betriebsgebäude η factory buildings (pl) Fabrikbauten m/pl, Werkshallen f/pl, Betriebsgebäude n/pl factory discount Fabrikrabatt m, Werksrabatt m factory-gate price —» factory price factory management Werksleitung / , Betriebsleitung/, Fabrikmanagement η factory manager Werksleiter m, Betriebsleiter m, Fabrikmanager m factory price Fabrikpreis m, Fabrikabgabepreis m Der Preis, zu dem ein industrieller Hersteller die von ihm produzierten Waren weiterverkauft,

failing company merger Sanierungsfusion / failure 1. Ausfall m, Maschinenausfall m 2. Unterlassung/, Fehl verhalten η 3. Insolvenz/ failure rate 1. Konkursrate/, Konkursquote/

Die Summe der monatlichen Nettoeinkünfte aller Mitglieder einer Familie aus Erwerbstätigkeit bzw. Renten (Pensionen), Versicherungen, aus eigener Bewirtschaftung, Vermietung und Verpachtung (ohne Steuern und Pflichtbeiträge zur Sozialversicherung).

family life-cycle Familien-Lebenszyklus m, Familienzyklus m (Marktpsychologie) family of brands Markenfamilie/ Eine Gruppe von Markenartikeln, die ein Hersteller unter einem einheitlichen Markennamen anbietet, weil sie zusammen eine Produktgruppe oder Produktlinie bilden, aus denselben oder ähnlichen Substanzen zusammengesetzt sind bzw. eine gemeinsame Substanz haben oder ähnliche bzw. verwandte Bedürfnisse befriedigen,

family of parts Teilefamilie / family-owned business Familienbetrieb m, Familienunternehmen η famous brand berühmte Marke / Ein Warenzeichen, das eine so umfassende Verkehrsgeltung erlangt hat, daß mindestens zwei Drittel der erwachsenen Bevölkerung es kennen.

faq faq Abk fair average quality to farm out v/t vergeben, fortgeben, weitergeben (Auftrag, Arbeit) fas Abk free alongside ship frei Verschiffungshafen, frei Längsseite Seeschiff fashion Mode/ Eine sozial gebilligte, periodischem Wandel unterworfene und daher meist relativ kurzlebige Sitte, Gewohnheit oder ästhetische Stilorientierung, die in einer Gesellschaft weit genug verbreitet ist, um dem einzelnen in seinem Habitus, seinem Verhalten, seiner Kleidung, seinem Lebensstil ein Kristallisationsverhalten zu ermöglichen, das ihm Konformität und Nonkonformität ebenso wie Selbstdarstellung und die Entfaltung von Individualität gestattet,

to fashion v/t bilden, formen, gestalten, in Fasson bringen fashioning Formgestaltung/, Formung/, Fassonierung/ fashion leader Modeführer m Ein Meinungsführer in Fragen der Mode,

fashion marketing Modemarketing η fashion research Modeforschung/ Die Erforschung der Diffusion und der Akzeptanz modischen Wandels,

fast moving consumer goods (FMCG) pi schnell umschlagende Konsumgüter n/pl Konsumgüter mit geringem Stückpreis, für die meist ein hoher Allgemeinbedarf besteht,

fast moving high-turnover goods pi —» fast moving consumer goods favored-nations clause Meistbegünstigungsklausel/ Eine bei Verträgen übliche Vereinbarung, nach der ein Vertragspartner dem anderen zusichert, daß er mit keinem anderen Partner günstigere Vertragsbedingungen vereinbart,

feasibility Machbarkeit/, Durchführbarkeit/ feasibility study Durchführbarkeitsstudie /, Machbarkeitsstudie /, Feasibility-Studie/ Eine vor allem im Bereich der Management- und Technologiepolitik vor Entscheidungen über die Einführung oder Realisation komplexer Systeme oder großer Anlagenprojekte übliche Vorstudie zur Überprüfung der Machbarkeit und Durchführbarkeit des geplanten Projekts,

feature 1. charakteristisches Merkmal n, Grundzug m, herausragendes Charakteristikum η (einer Anzeige, eines Produkts) (Marketing) 2. Sonderangebot η to feature 1. v/t charakterisieren, charakteristisch darstellen, in den Grundzügen schildern, beschreiben 2. v/t (einer Sache) den Vorrang einräumen, als Hauptschlager darstellen, zeigen, zur Schau stellen, (eine Sache) in den Vordergrund stellen

276 3. v/t (einer Sache) Hauptzüge verleihen, kennzeichnen, bezeichnend sein für fee Gebühr/, Pauschale/, Honorar η Ein festes Pauschalhonorar für die Gesamtleistungen eines Vertragspartners,

fee basis Gebührenbasis /, Pauschalenbasis /, Honorarbasis/, Festhonorar η Ein System der Bezahlung, bei dem alle Leistungen mit einem Pauschalbetrag abgegolten werden,

fee ceiling Honorarobergrenze/, Gebührenobergrenze/, Höchsthonorar n, Höchstgebühr/ feed Zulieferung/, Zuführung/, Versorgung/ feeder jobber Regalgroßhändler m, Regalgrossist m, Rack Jobber m, Service Merchandiser m Eine Betriebsform des Großhandels, bei der im Normalfall ein Großhändler, in Einzelfällen auch ein Hersteller in einem Einzelhandelsuntemehmen (vor allem in Supermärkten) Regalflächen oder auch anderen Verkaufsraum anmietet und auf eigene Rechnung, in eigener Disposition und im eigenen Risiko mit Waren ausstattet,

field I. Feld η 2.Außendienst m, Außendienstmitarbeiter m/pl 3. Einsatz m, Außeneinsatz m (Betriebswirtschaft) 4. Feld η (Psychologie) field-activated promotion (F.A.P.) im Feld, im Außendienst eingeleitete V e r k a u f s f ö r d e r u n g / Verkaufsförderung, die von den Einzelhändlern, Verkäufern, Vertretern und Verkaufsmanagern ausgeht und nicht von den Maßnahmen der Zentrale oder des Herstellers,

field allowance Außendienstvergütung / (Betriebswirtschaft) field assessment Feldbewertung / (empirische Sozialforschung/Marktforschung) Ein Verfahren der Felderhebung in der Markt- und Sozialforschung, bei dem der Interviewer gleich im Feld das Verhalten des Befragten beurteilt und auswertet und das Resultat dieser Bewertung in Form eines Berichts niederlegt,

field coding Feldverschlüsselung /, Feldkodierung / (empirische Sozialforschung/Marktforschung) Bei der Aufzeichnung der aus einer Befragung gewonnenen Daten in der Umfrageforschung ein bei offenen und geschlossenen Fragen eingesetztes Aufzeichnungsverfahren,

field force Außendienstmitarbeiterstab m, Feldarbeiter m/pl, der Außendienst m, die Außendienstler m/pl (Betriebswirtschaft/Marketing) 1. Dasjenige Instrument des Marketing-Mix eines Unternehmens, mit dessen Hilfe durch persönliche Gespräche von eigens dafür eingesetzten Mitarbeitern mit Kunden Aufträge eingeholt und Verkäufe getätigt werden, zugleich jedoch auch eine mehr oder minder intensive Kontaktpflege stattfindet, die tatsächlichen und potentiellen Kunden informiert und beraten werden und so zugleich Informationen

flat fee only

277 über die allgemeine Marktsituation auf der Abnehmerseite gewonnen werden.

—» personal selling 2. Die Gesamtheit der entweder als festangestellte Mitarbeiter, Reisende oder unabhängig von dem Unternehmen, für das sie tätig werden, operierenden Verkaufsorgane,

field force organization —> field organization fieldman Außendienstler m, Außendienstmitarbeiter m, Feldarbeiter m (Betriebswirtschaft/ Marketing) field observation Feldbeobachtung / (empirische Sozialforschung/Marktforschung) Die Beobachtung von Untersuchungsobjekten unter den natürlichen Bedingungen ihres Auftretens in der Wirklichkeit.

vgl. laboratory observation field psychology Feldpsychologie / field representative Außenvertreter m field research Primärforschung /, Feldforschung / (empirische Sozialforschung/Marktforschung) Sammelbezeichnung für alle Erhebungsmethoden der Markt- und Sozialforschung, bei denen Geschehnisse in ihrer natürlichen Umwelt untersucht werden.

field service Kundendienst m (Institution), die Kundendienstmitarbeiter m/pl, Außendienst m field share Feldanteil m (Marketing) field staff Außendienst m, Außendienstmitarbeiter m/pl, Außendienstler m/pl field theory Feldtheorie /, Feldpsychologie / (Psychologie) Die von Kurt Lewin aus der Gestalttheorie entwickelte und modifizierte Auffassung, daß individuelles Verhalten als eine Funktion von Persönlichkeitsund Umweltvariablen verstanden werden kann, die sich in einem mathematisch rekonstruierbaren Lebensraum (life space) lokalisieren lassen,

fieldwork (field work) Feldarbeit f (empirische Sozialforschung/Marktforschung) In der Markt- und Sozialforschung die Durchführung der primären Datenerhebung (Primärforschung) unter den natürlichen Bedingungen des Auftretens der Untersuchungsobjekte in der Wirklichkeit.

file Datei /, Ordner m, Aktenordner m, Verzeichnis n, Liste/ to file v/t ablegen, einordnen, katalogisieren final consumer Endverbraucher m, Letztverbraucher m, Absatzempfänger m (Konsumforschung/Marketing) Eine Person, die eine Ware in der Absicht kauft, sie zu konsumieren, im Gegensatz zu Wirtschaftsunternehmen, die Erzeugnisse kaufen, um sie weiterzuverarbeiten oder zu bearbeiten, und auch im Gegensatz zu Groß-, Zwischen- oder Einzelhändlern, die sie kaufen, um sie unverändert weiterzuverkaufen,

finance marketing —» financial marketing

financial management Finanzmanagement η (Betriebswirtschaft) Die zielgerichtete Gestaltung aller betrieblichen Zahlungsströme, d.h. kapitalfreisetzende und kapitalzuführende Ströme, kapitalbindende und kapitalentziehende Ströme,

financial marketing Finanzmarketing η 1. Deijenige Bereich der Marketingaktivitäten eines Wirtschaftsunternehmens, der durch den Einsatz des beschaffungspolitischen Instrumentariums und der Beschaffungsmarktforschung auf Finanzmärkten Finanzierungsmittel und Kredite beschafft.

2. Bankmarketing η Die Gesamtheit der Bestrebungen einer Bank, bestimmte Kunden zu gewinnen, die Geschäftsbeziehungen auf Dauer aufrecht zu erhalten (strategische Funktion) und die Kunden je nach Wechsel der Geschäftssituation zu einer Anpassung eines Verhaltens zu bewegen, die den spezifischen Zielsetzungen der Bank entspricht (taktische Funktion),

financial market research Finanzmarktforschung/ Deijenige Bereich der Beschaffungsmarktforschung eines Wirtschaftsunternehmens, der die Untersuchung der Möglichkeiten und des Angebots von Finanzierungsmitteln zum Gegenstand hat.

financial plan Finanzplan m (Betriebswirtschaft) Der Plan, in dem alle zukünftigen Ausgabe- und Einnahmeströme eines Unternehmens erfaßt und anschließend zielorientiert abgestimmt werden,

fiscal policy Finanzpolitik / (Wirtschaftslehre) Die Lehre von den produktions- und verteilungspolitischen Motiven, Methoden und Wirkungen finanzwirtschaftlicher Maßnahmen aller Art, soweit diese der Sicherang eines möglichst stetigen - und im Rahmen der durch die herrschenden Gerechtigkeitsideale bestimmten Grenzen möglichst starken Wirtschaftswachstums bei hohem Beschäftigungsgrad sowie annähernd stabilem Geldwert zu dienen bestimmt sind,

fiscal year (FY) Haushaltsjahr η, Budgetjahr η fixed margin gebundene Spanne /, gebundene Handelsspanne f (Betriebswirtschaft) Eine Handelsspanne, die entweder vertraglich (Verbandsspanne) oder durch behördliche Vorschrift (Zwangsspanne) festgelegt worden ist.

fixed price Festpreis m, gebundener Preis m ( Betriebswirtschaft) Ein Preis, der entweder durch behördliche Verordnung oder durch verbindliche Vorschrift des Herstellers in seiner Höhe festgelegt ist.

fixed resale price —» fixed price flagship Flaggschiff η, Verkaufsschlager m Das Produkt eines Herstellers, das sich am besten verkauft,

flat fee Pauschalhonorar η flat fee only Pauschalhonorierung/ Eine Methode der Bezahlung, bei der jemand ausschließlich einen Honorarfixbetrag erhält.

flexible price flexible price Gleitpreis m Ein durch vertragliche Vereinbarung an eine im Zeitverlauf sich verändernde Bezugsgröße gekoppelter Preis, durch den praktisch das üblicherweise vom Anbieter getragene Preissteigerungsrisiko auf den Abnehmer übertragen wird,

floor ebenerdige Auslagefläche /, Warenauslagefläche/auf dem Boden (Einzelhandel) floor display auf dem Boden gestapelte oder ausgebreitete Warenauslage /, ebenerdige Warenauslage f (Einzelhandel) floor manager Abteilungsleiter m (im Warenhaus) (Einzelhandel) floor pyramid Warenpyramide /, Warenstapel m (Einzelhandel) Eine Warenauslage, die pyramidenförmig auf dem Boden steht.

floor stand Warengestell n, Warenträger m, Warengerüst η (Einzelhandel) Ein gerüstartiges Gebilde, das als Aufsteller für Warenauslagen dient,

flop Pleite/, Mißerfolg m, Reinfall m, Flop m (Marketing) Bei der Einführung neuer Produkte sowie allgemein bei Innovationen hat es sich durchgesetzt, erfolglose Neueinführungen, Konzeptionen und auch Marketing· und Werbekampagnen, die nicht mit der Durchsetzung des neuen Produkts oder einem vergrößerten Marktanteil für ein altes Produkt enden, auch im Deutschen als „flops" zu bezeichnen,

flop rate Floprate /, Mißerfolgsrate /, Mißerfolgsquote / (Marketing) Das Verhältnis der gescheiterten Neueinführungen zur Gesamtzahl der Produkte, deren Neueinführung versucht wurde.

FMCG Abk fast moving consumer goods folding box Faltschachtel/(Verpackung) Ein aus Pappe bestehendes Verpackungsmittel, das so konstruiert ist, daß es vor und nach Verwendung raumsparend zusammengelegt, gelagert und verschickt werden kann,

folding carton —» folding box follow-up call Nachfaßbesuch m, Zweitbesuch m, zweiter Kontaktversuch m (Interviewer/Vertreter) (empirische Sozialforschung/Marktforschung/Außendienst) follow-up delivery Nachlieferung /, Fortsetzungslieferung f (Marketinglogistik) follow-up interview Nachfaßinterview n, Nachinterview η (empirische Sozialforschung/ Marktforschung ) In der Markt- und Sozialforschung ein Interview mit einer Person, die bereits in derselben Befragung befragt worden ist.

food self-service shop —» food self-service store food self-service store Lebensmittel-Selbstbe-

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dienungs-Laden m, Lebensmittel-SB-Laden m (Einzelhandel) Ein Einzelhandelsgeschäft, das Lebensmittel - aber häufig kein vollständiges Lebensmittelsortiment in Selbstbedienung anbietet,

food self-service market Lebensmittel-Selbstbedienungsmarkt m, Lebensmittel-SB-Markt m (Einzelhandel) Ein Lebensrnittel-Selbstbedienungsgeschäft, in dem auch die Frischwarensortimente einschließlich Frischfleisch sowie in der Regel Teile des Ge- und Verbrauchsgütersortiments geführt werden mit 250 bis 400 qm Verkaufsraumfläche,

foot-in-the-door strategy Strategie f (Marketing)

Foot-in-the-door-

Eine Marketingstrategie, die auf der Vorstellung beruht, daß die Erfüllung einer kleineren Bitte oder Forderung die Wahrscheinlichkeit der Erfüllung auch einer größeren Bitte bzw. Forderung erhöht,

forecast Prognose/, Voraussage/, Vorhersage/ (Mathematik/Statistik/Marketing/empirische Sozialforschung/Marktforschung) Eine begründete Aussage über mögliche oder wahrscheinliche zukünftige Ereignisse oder Sachverhalte.

to forecast v/t prognostizieren, voraussagen, vorhersagen foreign chamber of commerce Auslandshandelskammer / Eine zur Erleichterung der Handelsbeziehungen zwischen inländischen und ausländischen Märkten gegründete Handelskammer im Ausland,

foreign market research Auslandsmarktforschung/ Die auf die Erschließung ausländischer Absatzoder/und Beschaifungsmärkte zielenden Marktforschungsanstrengungen,

foreign trade Außenhandel m (Wirtschaftslehre) Derjenige Teil der Außenwirtschaft, durch den Handelswaren über nationale Grenzen hinweg verbracht werden, sei es durch Importhandel, Exporthandel oder Transithandel,

foreign trade fair Auslandsmesse/ Eine Messe, die im Ausland stattfindet und auf der Außenhandelsfirmen des Inlands ihre Erzeugnisse für ausländische Abnehmer vorstellen,

foreign trade marketing Außenhandelsmarketing η Die Gesamtheit der Anbahnungs- und Abwicklungsaktivitäten, die ein Wirtschaftsuntemehmen im Zusammenhang mit seiner Akquisitionstätigkeit im Außenhandel entwickelt wie z.B. technische, Vertrags- und gesellschaftsrechtliche Beratung, Reparaturen und Gewährleistungen, die die Funktionsfähigkeit des Außenhandels beeinflussen,

foreign trade monopoly Außenhandels-Monopol η Ein Instrument zentralverwaltungswirtschaftlicher Gestaltung der Außenwirtschaft, das von dem ord-

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full d i s c l o s u r e

nungspolitischen Grundsatz der Aufstellung und Koordination der einzelwirtschaftlichen Pläne durch die staatliche Zentralverwaltungswirtschafi geprägt wird. foreign trade multiplier Außenhandels-Multiplikator m Ein Exportüberschuß führt stets zur Steigerung von Produktion und Beschäftigung und damit des Volkseinkommens. Dies wiederum steigert den Konsum, was noch einmal zur Produktionssteigerung und zum Beschäftigungswachstum führt, foreign trade q u o t a Außenhandelskontingent η Ein Sonderfall der direkten Mengenregulierung im Außenhandel, der eingesetzt wird, um die Zahlungsbilanz auszugleichen. forfaiting F o r f a i t i e t u n g / Eine Form des Factoring, die als Finanzierungsinstrument vornehmlich im Export eingesetzt wird. Anders als beim Standard-Factoring werden meist mittelfristig Forderungen auch gegenüber wechselnden Kunden vom Forfaiteur gekauft, der wegen des höheren Risikos auf einer Absicherung der Forderung durch Akzept, Aval oder auch Bankgarantie besteht. forgetting Vergessen n, Vergessensschwund m, Remanenzrate / (Psychologie/Marktpsychologie) Der durch Vergessenseffekte bedingte Marktanteilsschwund wird von den marktanteils-aufbauenden Effekten der Werbung isoliert. Dadurch wird der Marktanteilsschwund berechenbar, der ohne Marketinganstrengungen eintritt, f o r m (brit f o r m e ) 1. F o r m / , Gestalt / , Figur / Modell η, S c h e m a η 2. Formular n, Formblatt n, Vordruck m f o r m a l product f o r m a l e s Produkt n, Produkt η i m engeren Sinne (Wirtschaftslehre/Betriebswirtschaft/Marketing) Die konkrete physische Einheit, die unmittelbar als Kaufobjekt anerkannt wird, to f o r w a r d v/t zuschicken, zusenden versenden f o r w a r d i n g Z u s e n d e n n, Z u s c h i c k e n n, Spedieren η franchise eigentl zession/

Privileg n, Vorrecht n, Kon-

Exklusivvertrag m, Vorrechtsvertrag m, Exklusivvertriebsvereinbarung / , Exklusivpachtvertrag m, Alleinverkaufsrecht η Eine vertragliche Vereinbarung zwischen einem Hersteller und einem Händler, durch die dem Händler das alleinige Recht des Vertriebs eines oder mehrerer Erzeugnisse des Herstellers in einem fest umgrenzten Gebiet („Gebietsschutz") eingeräumt wird. to franchise v/t (einem Vertragspartner) Exklusivrechte einräumen, g e w ä h r e n franchising Franchising η (Marketing) Eine vertraglich geregelte Form der langfristigen Kooperation zwischen zwei selbständigen Unternehmen, bei der ein Franchise-Geber (Franchisor) ei-

nem Franchise-Nehmer (Franchisee) das Recht einräumt, ein Betriebssystem, bestimmte Produkte oder Dienstleistungen unter festgelegten Bedingungen und gegen Zahlung eines Entgelts (entweder eines einmaligen Betrags oder laufender Beträge oder beider) an den Franchise-Geber, im übrigen aber unter Verwendung der Ausstattung, Warenzeichen, Namen und sonstigen Schutzrechten sowie der technischen und gewerblichen Erfahrungen des Franchise-Gebers und unter Beachtung des von diesem entwickelten Absatz- und Organisationssystems anzubieten. f r e e adj frei, gratis, unentgeltlich, kostenlos f r e e delivery F r e i h a u s l i e f e r u n g / , Gratiszustellung/, L i e f e r u n g / f r e i Haus (Marketinglogistik) f r e e l a n c e Freiberufler m, F r e i s c h a f f e n d e r m, freier Mitarbeiter m —> freelancer 2. adj freiberuflich, auf freiberuflicher B a s i s to f r e e l a n c e v/i freiberuflich arbeiten, freier Mitarbeiter sein f r e e l a n c e r 1. Freiberufler m, Freischaffender m, freier Mitarbeiter m f r e e m a i l i n g kostenloser Versand m, Freiversand m, Gratisversand m (Marketinglogistik) free market economy freie Marktwirtschaft / , Verkehrswirtschaft / (Wirtschaftslehre) Eine Wirtschaftsordnung, in der jeder einzelne Haushalt, jede Unternehmung, der Staat und die Verbände jeder für sich planen und die Wirtschaftssubjekte ihr Handeln an eigenverantwortlich getroffenen Entscheidungen ausrichten, f r e e offer Gratisangebot η (Marketing) Generell ist es wettbewerbsrechtlich unzulässig, Waren zum Zwecke des wirtschaftlichen Wettbewerbs kostenlos anzupreisen. Gratisangebote gelten allgemein als unlauteres Anlocken von Kunden, f r e q u e n c y of d e m a n d Bedarfshäufigkeit / , Nachfragehäufigkeit / (Marktpsychologie/Konsumforschung) Das je nach Natur des jeweils vorliegenden Bedarfs unterschiedliche zeitliche Auftreten, das entweder einmalig oder wiederkehrend sein kann, f r e q u e n c y of p u r c h a s e K a u f h ä u f i g k e i t / , K a u f f r e q u e n z / , Einkaufshäufigkeit / , E i n k a u f s f r e quenz / (Marktforschung/Konsumforschung) —> f r e q u e n c y of shopping f r e q u e n c y of s h o p p i n g K a u f h ä u f i g k e i t / , Einkaufshäufigkeit / , E i n k a u f s f r e q u e n z f (Marktforschung) Eine Maßzahl, die vor allem im Zusammenhang mit der wachsenden Bedeutung von Großeinkäufen auch durch private Haushalte interessanter geworden ist, weil die Haushalte, die selten einkaufen, nicht zwangsläufig identisch mit den Haushalten sind, die wenig einkaufen, full disclosure vollständige O f f e n l e g u n g / (Marketing) Das gesetzlich festgelegte Erfordernis für die Her-

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full-service cooperative steller bestimmter Produkte wie Lebensmittelkonserven oder Arzneimittel deren Zusammensetzung oder Wirkungen offenzulegen,

full-service cooperative Full-Service-Genossenschaft/, Universalgenossenschaft / Eine Form der Kooperation in genossenschaftlich und genossenschaftsähnlich organisierten Zweckverbänden wie Einkaufsvereinigungen oder freiwilligen Ketten, bei der sich das ursprünglich auf eine begrenzte Anzahl von Serviceangeboten beschränkte Bündel der für die Mitgliedsuntemehmen erbrachten Leistungen auf alle wirtschaftlich und technisch relevanten Gebiete ausgedehnt hat und von der Einkaufsrationalisierung, der allgemeinen Nutzung von Rationalisierungsvorteilen in der Sortimentsbildung und Lagerhaltung auf weitere Bereiche wie z.B. die Durchführung von Standortuntersuchungen, die Beschaffung und Gestaltung von Geschäftsräumen und Ladeneinrichtungen, die Beratung in Finanzierungs- und Steuerfragen, Kredithilfen, Ausbildung, Training und Weiterbildung der Mitgliedsuntemehmen und ihres Personals, Hilfeleistungen im Rechnungswesen einschließlich Inkasso usw. ausgedehnt hat.

function Funktion f (Mathematik/Statistik) Die Abhängigkeit einer veränderlichen Größe von einer anderen Größe,

functional absorption Funktionsabsorption / (Betriebswirtschaft) Der Vorgang, durch den ein Wirtschaftsuntemehmen Bereiche in seine eigenen Tätigkeiten eingliedert, die in der Vergangenheit und nach allgemeiner Auffassung anderen Mitgliedern eines Absatzkanals vorbehalten waren bzw. sein sollten,

functional analysis Funktionsanalyse / Bei der Innovation von Produkten eine zu den Kreativitätstechniken zählende Methode der systematischen Gewinnung von Produktideen und konzeptionen, deren Ausgangspunkt stets die Formulierung und detaillierte Analyse der Funktionen ist, die zur Lösung konkreter Probleme durch eine Innovation zu bewältigen sind,

functional cost center (brit functional cost centre) Funktionskostenstelle / (Marketing) In der Marketingkontrolle die für die Wahrnehmung einer Funktion oder mehrerer Funktionen zuständigen Verantwortungsbereiche des Vertriebsapparats,

functional discount Funktionsrabatt m, Händ-

lerrabatt m, Wiederverkäuferrabatt m (Marketing) Der Rabatt, den ein Hersteller oder Großhändler einem Wiederverkäufer (Händler) dafür einräumt, daß dieser eine Reihe von Funktionen erfüllt, die üblicherweise der Hersteller bzw. Großhändler zu übernehmen hat.

functional innovation funktionale Innovation / (Marketing) Eine Innovation, bei der ein Produkt dasselbe bleibt, jedoch die Art, wie es seine Funktion erfüllt, neu ist.

functional organization (brit functional organisation) Funktionsorganisation/, Funktionsgliederung / (Marketing) Eine Form der organisatorischen Gliederung eines Unternehmens in Abteilungen bei dem im Gegensatz zur Objektorganisation (Produktorganisation) die einzelnen gebildeten Abteilungen für die Erfüllung von Funktionen und nicht für die Betreuung von Objekten (Produkten) zuständig sind,

functional utility Funktionalqualität /, Grundqualität f (Wirtschaftslehre) In der Produktpolitik wird meist zwischen der Grundqualität eines Produkts, die in der Stiftung des Grundnutzens für die Käufer besteht (beim Automobil z.B. die Tatsache, daß es fährt), und seinen Zusatzqualitäten unterschieden, die Zusatznutzen stiften (z.B. starke Beschleunigung, Formschönheit).

function(s) (pl) oftrade -» trade function fundamental innovation fundamentale Innovation/, echte Innovation f (Marketing) Eine Innovation, die auf gänzlich neuen Ideen beruht und dem Verbraucher eine völlig neue Art der Bedürfnisbefriedigung bietet,

fungible adj fungibel -> fungibility fungible goods pl fungible Waren ilpl (Wirtschaftslehre) fungibility Fungibilität f (Wirtschaftslehre) Die gleichmäßige Beschaffenheit einzelner Stücke oder Mengen einer Ware, durch die es möglich wird, daß minimale Qualitätsunterschiede in Kauf genommen werden müssen, und die Waren untereinander beliebig austauschbar sind. Fungibilität von Waren ist die Voraussetzung für ihre Börsenfähigkeit. F Y Abk fiscal year

G gain-and-loss analysis Zu- und Abwanderungsanalyse /, Gain-and-Loss-Analyse / (Konsumforschung/Marktforschung ) In der Käuferwanderungsanalyse mit Hilfe von Panels ein Untersuchungsansatz, bei dem der Markenwechsel, d.h. die Veränderungen der in vergleichbaren Zeiträumen gekauften Mengen zur Erfassung vor allem des Wechsels zwischen den Marken einer Warenkategorie, ermittelt wird.

gatekeeper Gatekeeper m, Türhüter m, Pförtner m, Informationsselektierer m (Kommunikationsforschung/Marktforschung/Beschaffungsmarketing) 1. Nach Kurt Lewin ist die soziale Organisation wie ein Kanalsystem strukturiert, das in besondere Schleusenbereiche (Pforten) gegliedert ist, in denen die Entscheidung getroffen wird, ob ein Kanalsegment geöffnet oder geschlossen wird: „Die PfortenSegmente werden entweder durch neutrale Regeln oder durch Pförtner, beherrscht. Im zweiten Fall hat ein Individuum oder eine Gruppe die Macht, Uber die Entscheidung zwischen ,offen„u43" oder ,geschlossen„u43". Das Verstehen der Funktion der Pforte wird damit gleichbedeutend mit dem Verstehen der Ursachen, die die Entscheidungen der ,Pförtner„u43" bestimmen, und Veränderung des sozialen Geschehens erfordert die Beeinflussung oder Ersetzung des ,Pförtners„u43"." (Kurt Lewin) 2. Bei betrieblichen Entscheidungen über die Beschaffung von Investitionsgütern sind die „gatekeepers" diejenigen Personen, die den Informationsfluß in einer Organisation kontrollieren und durch Kontrolle, Zurückhaltung oder gezielte Verbreitung von Informationen die Kaufentschlüsse beeinflussen können.

general business terms mix Konditionenpolitik/, Konditionen-Mix n, Kontrahierungspolitik /, Kontrahierungs-Mix η (Marketing) Die Gesamtheit der kontrahierungspolitischen Instrumente, die außer dem Preis Gegenstand vertraglicher Vereinbarungen über das Leistungsentgelt sein können.

general business terms policy —» general business terms mix general census Totalerhebung /, Vollerhebung /, Zensus m (empirische Sozialforschung) Eine Erhebung, bei der im Gegensatz zu einer Teilerhebung alle Elemente einer Grundgesamtheit in die Untersuchung einbezogen werden.

general demarketing generelles Reduktionsmarketing n, generelles Demarketing η Eine Form des Demarketing, die darauf zielt, die Nachfrage nach einem Gut generell zu senken.

vgl. selective demarketing

general-line wholesaler general merchandise wholesaler general-line wholesale trade —> general merchandise wholesaling general merchandise wholesaler Sortimentsgroßhändler m, Sortimentsgroßhandlung/ —» general merchandise wholesaling general merchandise wholesale trade —> general merchandise wholesaling general merchandise wholesaling Sortiments-Großhandel m Eine Betriebsform des Großhandels, die gekennzeichnet ist durch ein breites, aber flaches Sortiment.

general-purpose retail panel allgemeines Einzelhandelspanel η (Marktforschung/Konsumforschung) Ein Einzelhandelspanel, das allgemeine Informationen über das Wirtschaftsverhalten des Einzelhandels insgesamt untersucht bzw. analysiert und dabei zugleich Informationen Uber das Einkaufsverhalten breiter Konsumentenschichten erhebt, g e n e r a l representative —> general sales representative

general sales plan Generalabsatzplan m (Marketing) In der betrieblichen Absatzplanung derjenige Absatzplan, in dem die langfristigen Zielsetzungen der Absatzplanung materialisiert werden und in dem auch die aus der Absatzstrategie abgeleiteten allgemeinen Richtlinien enthalten sind,

general sales representative Generalvertreter m (Außendienst) Ein Typus von Handelsvertreter, der in dem ihm übertragenen Gebiet seine Vermittlungstätigkeit für das von ihm vertretene Unternehmen nicht selbst, sondern durch kontrollierte Untervertreter ausübt, die er selbst einstellt und auch bezahlt,

general store (Einzelhandel)

Gemischtwarengeschäft

η

Eine Betriebsform des Einzelhandels, deren Kennzeichen ein sehr breites, aber flaches Sortiment ist, das neben Lebens- und Genußmitteln auch Hausrat, Schreibwaren, Textilien, Eisenwaren und andere Artikel des täglichen Bedarfs umfaßt.

general survey Basiserhebung /, Standarderhebung /, Strukturerhebung / (empirische Sozialforschung/Marktforschung ) Eine entweder einmal oder in regelmäßigen Abständen durchgeführte Marktforschungsstudie, die Grundlageninformationen über die demographische Struktur der Verbraucherschaft oder anderer absatzwirtschaftlich interessanter Bevölkerungsgruppen, ihre Konsumgewohnheiten, Einstellungen usw. und

generic ähnliche Informationen allgemeinen Charakters Uber eine Bevölkerung erhebt,

generic —> generic brand generic brand Gattungsmarke /, Gattungsbezeichnung / (Marketing) Eine als reine Beschaffenheitsangabe zu verstehende Warenbezeichnung (Schweizer Käse, Scotch Whisky).

generic brand name —» generic brand generic concept of marketing genetisches Marketing n, genetisches Marketingkonzept η Eine Orientierung des Marketingkonzepts, die sich vom rein ökonomischen Verständnis des Marketing löst und es statt dessen als die Gesamtheit der sozialen Austauschprozesse zwischen Individuen und Gruppen versteht,

generic image Produktimage η, Gattungsimmage η (Marketing) Das bei bestimmten Personenkreisen wie den beteiligten Verkehrskreisen, den Abnehmern, den Kunden, der Konkurrenz usw. oder auch der allgemeinen Öffentlichkeit vorherrschende Vorstellungsbild über eine ganze Produktgattung, Warengruppe oder Branche,

generic label Produktgattungsbeschriftung / , Produktklassenaufkleber m, Produktgruppenbeschriftung/ Die Beschriftung eines Produkts nur mit dem Namen des Produkts nicht mit der Marke,

generic-labeled product —> generic brand generic marketing generic concept of marketing generic name —» generic brand generics pi Gattungsmarken f/pl —> generic brand generic term -> generic brand generic trademark Branchenkennzeichen η Ein warenzeichenähnliches Kennzeichen für Branchen und insbesondere für einzelne Gruppen von Gewerbetreibenden,

genomotive Genomotiv η (Psychologie/Werbepsychologie) Ein angeborenes, „eigentliches" Motiv, das dem durch es Motivierten unbewußt bleibt, wiewohl es der hinter dem Phänomotiv stehende eigentliche Antrieb seines Handelns ist. vgl. p h e n o m o t i v e

geographic distribution geographische Verteilung/ —> distribution area geographic market segmentation geographische Marktsegmentierung / (Marktforschung) Die Segmentierung eines Markts nach geographischen Kriterien,

geographic mark of origin —» mark of origin Giffen efTect Giffen-Effekt m, Giffenscher Fall m (Wirtschaftslehre/Marktforschung) Das bei inferioren Gütern manchmal beobachtbare Auftreten einer negativen Absatzelastizität, das als

282 eine anormale Nachfragereaktion auf steigende Preise nicht wie normalerweise zu einem Absinken, sondern im Gegenteil zu einem Anstieg der abgesetzten Menge mit steigendem Preis führt.

Giifen goods pl —> inferior goods, Giffen effect Giffen paradox Giffen-Paradox η (Wirtschaftslehre/Marktforschung ) —> Giffen effect Geschenkverpackung η Eine Verpackung in dekorativer Aufmachung und Ausstattung für ein Geschenk, das nach allgemeiner VerkehrsaufTassung ein Luxusgegenstand ist.

giveaway price Wegwerfpreis m, Schleuderpreis m GLA Abk gross leasable area global brand Weltmarke/ (Marketing) -> global marketing global marketing Globalmarketing n, globales Marketing η Eine im Rahmen des internationalen Marketing heftig diskutierte, mit dem Namen Theodore Levitts verknüpfte Variante des multinationalen Marketing, die ausgehend von der 1983 erstmals veröffentlichten Theorie Levitts, die Verbraucher besäßen weltweit dieselben Vorlieben, Wünsche und Bedürfnisse, die zentrale, weltumspannende Steuerung von Marketingstrategien bezeichnet,

global market research globale Marktforschung/ go-between Vermittler m, Mittler m, Mittelsmann m, Kommissionär m, Makler m, Agent m Ein selbständiger Gewerbetreibender, der für eine Maklerprovision (Maklerlohn, Courtage) ohne ständigen Auftrag für Dritte Verträge vermittelt oder Gelegenheiten zum Vertragsabschluß nachweist.

Gompertz curve Gompertzkurve / (Statistik/ Wirtschaftslehre) —> Gompertz function Gompertz function Gompertzfunktion / (Statistik/Wirtschaftslehre) Eine in der Wirtschaftsprognostik verwendete asymmetrische Sättigungsfunktion (Wachstumsfunktion), in der das Wachstum als ein konstanter Anteil dargestellt ist.

Gompertz model Gompertzmodell η (Statistik/Wirtschaftslehre ) —> Gompertz function gondola Auslageregal η, beiderseitig offenes Warenauslageregal η (Warenhaus/Einzelhandelsgeschäft) goodwill (of a company) Firmenwert m, Geschäftswert m, Goodwill m (Wirtschaftslehre/Betriebswirtschaft/Marketing ) 1. Der gute Ruf, den eine Person oder eine Organisation (wie z.B. eine Firma) bei anderen Personen wie z.B. Verbrauchern bzw. allgemein in der Öffentlichkeit genießt und dessen Wirkung darin besteht, der Person, Institution, Marke usw. einen Vertrauensvorschuß zu verschaffen.

283 2. Der eigentlich immaterielle, aber aktivierbare Wert eines Wirtschaftsuntemehmens, der sich insbesondere aus der Reputation und der diese fördernden und steigernden Leistungsfähigkeit seines Managements ergibt, und der über seinen Substanzwert (Summe der Vermögenswerte abzüglich Verbindlichkeiten) hinausgeht,

graded discount Staffelrabatt m, gestaffelter Mengenrabatt m (Marketing/Werbung) Ein Rabatt, dessen Höhe vom Umfang der Bestellung abhängt. Der Rabatt kann sowohl in Form von Preisermäßigungen wie in Form eines Naturalrabatts (in Ware oder Leistung) gewährt werden,

grade label Gütezeichen η (Marketing) Ein Instrument der Qualitätspolitik und des Gemeinschaftsmarketing mehrerer zu einer Gütegemeinschaft zusammengeschlossener Anbieter, das in der gemeinschaftlichen Benutzung eines eingetragenen Zeichens aller Anbieter eines bestimmten Erzeugnisses (oder mehrerer Erzeugnisse) oder einer bestimmten Leistung (oder mehrerer Leistungen) besteht und den Eindruck einer besonders hochstehenden Qualität dieser Erzeugnisse bzw. Leistungen zu vermitteln versucht,

gradient of valence Aufforderungsgradient m (Marktpsychologie) Das Verhältnis der Aufforderungsgröße eines Objekts (wie z.B. eines Produkts) zur Distanz (D). Die Aufforderungsgröße ist gegeben durch die Summe des vom Konsumenten erlebten Bedarfs, seiner produktspezifischen Bedürfnisse, d.h. durch den primären Aufforderungscharakter des Objekts (B), und die werbliche Verstärkung von B, also den über den Bedarf hinausgehenden zusätzlichen Aufforderungswert (den speziellen Zusatzaufforderungswert).

graduated discount Staffelrabatt m Ein Rabatt, dessen Höhe vom Umfang der Bestellung abhängt.

—> grade discount graphic model graphisches Modell η (Marketing) Sammelbezeichnung für eine Reihe von im Marketing verwendeten symbolhaften Darstellungen von Marketingmodellen wie z.B. Ablaufdiagramme, Entscheidungsbäume, Flußdiagramme, Kausalanalyse-Diagramme, Rückoppelungsdiagramme.

grass roots method (of sales forecasting) Graswurzelmethode / (der Absatzprognose) (Wirtschaftslehre/Marketing) Ein qualitatives Verfahren der Erstellung von Absatzprognosen mit Hilfe von Befragungen, das gewissermaßen das untemehmensinteme Korrelat der untemehmensexternen Delphi-Methode darstellt,

gratification Gratifikation / (empirische Sozialforschung/Marktpsychologie/Marktforschung) Der durch den Vorgang des sozialen Handelns aufgrund einer bestehenden Bedürfnisdisposition erreichte Grad der Bedürfnisbefriedigung,

gratification principle Gratiiikationsprinzip η Das Prinzip, demzufolge die motivationalen An-

growth function triebskräfte des Verhaltens von Individuen und Organisationen in erwarteten oder vorweggenommenen Belohnungen oder Bestrafungen bestehen. Generell vollziehen sich danach soziale Austauschprozesse im Kontext des Strebens nach Belohnungen und der Vermeidung von Bestrafungen,

gravitation method Gravitationsmethode / ( d e r Standortwahl) (Betriebswirtschaft) In der betrieblichen Standorttheorie ein Verfahren der Suche und Bewertung von möglichen Standorten, bei dem in einem stufenweisen Vorgehen zunächst für jeden Standort und für alternative Betriebsgrößen das entsprechende Umsatzpotential bestimmt, für jede Alternative der voraussichtliche Zahlungsüberschuß festgestellt und dann der Standort mit dem höchsten Zahlungsüberschuß ausgewählt wird.

gray market grauer Markt m (Wirtschaftslehre) Sammelbezeichnung für alle Formen des Direktabsatzes (Direktvertrieb) unter Umgehung der Absatzwege des institutionellen Einzelhandels, durch die die Letztverbraucher durch den Wegfall der entsprechenden Handelsspannen zu Preisnachlässen gelangen, die sie vom Einzelhandel nicht bekommen,

grey market —> gray market gross 1. Bruttopreis m, Listenpreis m 2. adj brutto, Brutto-, gesamt, Gesamtgross cost Bruttopreis m gross leasable area (GLA) Geschäftsfläche / (Einzelhandel/Großhandel) Die Gesamtfläche aller als Ausstellungs-, Büro-, Lager- und Verkaufsräume genutzten Geschäftsräume eines Einzel- oder Großhandelsunternehmens.

gross margin Handelsspanne / lehre/Einzelhandel/Großhandel)

(Wirtschafts-

Derjenige Bestandteil des Preises, der als Resultat von Handelstätigkeiten (und zwar sowohl des institutionellen wie des funktionellen Handels) entsteht und als Differenz zwischen dem Einstandspreis und dem Verkaufspreis für ein oder mehrere Handelsunternehmen berechnet werden kann,

gross merchandising margin Handelsspanne/ —> gross margin gross price Bruttopreis m Der ohne Berücksichtigung von Rabatten und Skonto geltende Verkaufspreis für eine Ware oder eine Leistung.

vgl. net price gross profit —» gross merchandising margin growth Wachstum η (Wirtschaftslehre) growth curve Wachstumskurve / (Statistik/ Wirtschaftslehre ) —> growth function growth function Wachstumsfunktion / (Statistik/Wirtschaftslehre) Eine in der Wirtschaftsprognostik verwendete symmetrische Wachstumsfunktion, die ebenso wie die Gompertzfunktion und die modifizierte Exponentialfunktion auf Sättigungsfunktionen beruht.

growth-share matrix growth-share matrix —» Boston effect growth stage (in the product life cycle) Wachstumsphase /, (im Produktlebenszyklus), Phase / der Marktdurchdringung (Marketing/ Marktforschung) Diejenige Phase im Produktlebenszyklus, die unmittelbar an die Einführungsphase anschließt und durch einen steilen Anstieg der Umsätze und der Deckungsbeiträge gekennzeichnet ist.

guarantee Garantie / , Gewähr / , Gewährleis-

284 tung / , Zusicherung / , Bürgschaft / , Qualitätsgarantie / (bei Waren) Die schriftlich auf einem Vordruck zugesicherte Gewährleistung (Einstehen für Mängel einer Sache bei Kauf- und Werkverträgen), für eine oder mehrere bestimmte Eigenschaften wie z.B. die Qualität, Güte, Funktionstüchtigkeit und Haltbarkeit eines Produkts verbunden mit der Zusage, innerhalb einer festgelegten Frist seit dem Kauf auftretende Mängel kostenlos zu beheben,

guideline Leitlinie / , Orientierungslinie / , Orientierungshilfe /

Η habit Gewohnheit / (Psychologie/Marktpsychologie) Ein angelernter, gebahnter Reaktionsablauf, der dem bedingten Reflex als eine Anschauungs-, Denk-, Verhaltens- oder Verrichtungsgewohnheit, z.B. als Kaufgewohnheit, relativ ähnlich ist. habitual purchase Gewohnheitskauf m (Marktpsychologie) Einer von vier alternativen Verhaltenstypen bei Kaufentscheidungen, der in einem routinemäßigen Kaufverhalten besteht, das praktisch in der permanenten Wiederholung eines ähnlichen früheren Kaufverhaltens besteht. halo effect Ausstrahlungseffekt m (Marketing) Im Marketing das Auftreten von meist unerwünschten, in jedem Fall nicht beabsichtigten Nebenwirkungen und Konsequenzen von absatzpolitischen Maßnahmen (spill-over effects). Temporale Übertragungseffekte dieser Art bezeichnet man als „carryover" oder „decay effects". handling Abwicklung / , Ausführung / , Durchführung / , Bearbeitung/ (Betriebswirtschaft) handling allowance 1. Abwicklungsrabatt m, Abwicklungsvergütung / Ein Preisnachlaß, den ein Unternehmen z.B. einem Einzelhändler für zusätzlichen Aufwand gewährt. 2. functional discount handling charge Abwicklungsgebühr / , Berechnung / von Abwicklungskosten, Bearbeitungsgebühr / vgl. handling allowance hard goods pi Gebrauchsgüter n/pl, langlebige Konsumgüter n/pl, Besitzgüter n/pl (Wirtschaftslehre) Güter des privaten Konsums, die zum mehrmaligen und längerfristigen Gebrauch bestimmt sind (wie z.B. Gebrauchsgüter für Verkehr und Nachrichtenübermittlung, Gebrauchsgüter für Bildung und Unterhaltung und Gebrauchsgüter für Haushaltsführung). hard selling aggressive Verkaufsstrategie / , aggressive Verkaufspolitik / vgl. soft selling hawking Haustürverkauf m, Hausierhandel m, Hausiergewerbe η (Einzelhandel) Eine Form des ambulanten Handels, bei der ein Händler (Hausierer) von Ort zu Ort geht oder fährt und dort die privaten Haushalte in der Wohnung aufsucht, um ihnen die von ihm vertriebenen Waren, meist Kleinbedarf oder Textilien, Kurzwaren, Korbwaren u.ä. anzubieten. heartland Haupteinzugsgebiet n, Einzugsgebiet

n, Einzugsbereich m, Haupteinzugsbereich m (Einzelhandel/Standortfo rschung) Das geographische Gebiet, aus dem ein Geschäft bzw. eine Agglomeration von Geschäften seine/ihre Kunden zieht. Hendry method (of budgeting) Hendry-Verfahren m (der Budgetierung) Eine Variante der marktanteilsbezogenen Budgetierungsansätze, die von der Interdependenz zwischen Budgethöhe, Marktanteil und Gewinn ausgeht, hetero consumer Heterokonsument m (Theodore Levitt) Die Vorstellung, daß Konsumenten gewissermaßen Wanderer durch die Segmente sind, und die Kunst der Zielgruppenbestimmung im Marketing darin besteht herauszufinden, wann welche Gruppenzugehörigkeit wichtig und mit welchen Bedürfnissen verknüpft ist. heterogenizing competition HeterogenisierungsWettbewerb m (Wirtschaftslehre/Wettbewerbstheorie) Eine Wettbewerbspolitik, die darauf abzielt, die auf dem Markt angebotenen Güter (Waren und Dienstleistungen) von konkurrierenden Gütern klar eindeutig und dauerhaft abzuheben und so das eigene Angebot in einer Weise zu individualisieren, daß im Idealfall die Anbieter von Substitutionsgütern keine Konkurrenz darstellen, heterogeneous goods pl heterogene Güter n/pl (Wirtschaftslehre) Güter, die im Gegensatz zu den homogenen Gütern nach Art, Form, Qualität, Abmessung, Verpackung, Aufmachung usw. voneinander verschieden sind, hierarchy of needs Bedürfnishierarchie/, Hierarchie / der Bedürfnisse, Bedürfnispyramide / (Abraham H. Maslow) (Sozialpsychologie/ Marktpsychologie) Eine von dem amerikanischen Sozialforscher Abraham H. Maslow formulierte Theorie, nach der es eine aus fünf Ebenen bestehende hierarchische Rangfolge qualitativ unterschiedlicher menschlicher Bedürfnisse gebe, historical method (of budgeting) historische Methode / ( d e r Budgetierung) Die Festsetzung des Budgets auf der Grundlage vergangener Budgets hit 1. Schlager m, Treffer m, Erfolg m, Hit m, erfolgreiches Produkt n, erfolgreiche Strategie/, irgendetwas n, das auf viele anziehend wirkt 2. adj sehr erfolgreich, Erfolgs-, SchlagerHodge-Lehmann rule Hodge-Lehmann-Regel / (Entscheidungstheorie) In der Entscheidungstheorie ein Sonderfall der Entscheidungen unter Unsicherheit (verteilungsfreier Fall) für Situationen, in denen zwar Wahrschein-

home market lichkeiten für das Eintreten der verschiedenen Umweltzustände vorliegen, jedoch die ausschließliche Orientierung am Erwartungswert der wahrscheinlichkeitsverteilten Ergebnisse nicht als ratsam erscheint, so daß danach das Entscheidungskriterium eine Größe ist, die sich aus der Gewichtung des Erwartungswertes und des ungünstigsten Ereignisses ergibt.

home market —» domestic market home market trade —> domestic market trade homework Heimarbeit/ homogeneous goods pl homogene Güter n/pl (Wirtschaftslehre) Güter, die im Gegensatz zu den heterogenen Gütern nach Art, Form, Qualität, Abmessung, Verpackung, Aufmachung und anderen relevanten Merkmalen untereinander gleichartig, vergleichbar, austauschbar (fungibel) sind,

homogeneous preference homogene Präferenz / (Wirtschaftslehre/Marktpsychologie/Marketing) Eine Konstellation im Marketing, bei der alle Konsumenten ungefähr dieselben Präferenzen haben und der er Markt daher nicht in natürliche Marktsegmente zerfällt,

286 Projekten, Kunden) und dem Regionalmodell unterscheidet.

horizontal product differentiation horizontale Produktdifferenzierung / (Marketingplanung) Eine Variante der Produktdifferenzierung, die darin besteht, daß bei gleichbleibender stofflich-technischer Grundstruktur andere Eigenschaften des Produkts variiert werden und so eine mehr oder minder deutliche Abhebung erreicht wird,

house brand Eigenmarke/, Hausmarke/ Entweder eine Sonderform der Handelsmarke, die von einem Handelsunternehmen unter ihrem eigenen Firmennamen oder auch einer anderen Markenbezeichnung, meist zu einem besonders günstigen Preis, vertrieben wird oder eine Eigenmarke, die sie aus eigener Produktion stammt (echte Hausmarke) bzw. das nicht tut (unechte Hausmarke).

—> private brand household Haushalt m, Haushaltung /, privater Haushalt m Ein in den Wirtschafts- und Sozialwissenschaften außerordentlich vieldeutiger Begriff zur Bezeichnung einer Verbindung von Personen zum Zweck gemeinsamer Lebens- und Wirtschaftsführung,

horizontal cooperation horizontale Kooperation f (Marketingorganisation)

household book Haushaltsbuch η (Marktforschung/Konsumforschung ) household book research Haushaltsbuchforschung / (Marktforschung/Konsumforschung)

Die stufengleiche Zusammenarbeit zwischen Personen oder Stellen derselben Hierarchie-Ebene bzw. zwischen Wirtschaftsunternehmen derselben Wirtschaftsstufe.

Eine Form des Verbraucherpanels, bei dem ein Panel von Haushalten genau Buch über die Haushaltseinnahmen und -ausgaben nach Mengen, Verwendungszweck und aufgewendeten Beträgen führt,

horizontal differentiation horizontale Differenzierung / (Marketingplanung) —¥ horizontal product differentiation horizontal diversification horizontale Diversifikation /, horizontale Diversifizierung / (Marketingplanung)

household equipment Haushaltsausstattung /, Haushalts Versorgung / , Haushalts-Ausstattungsgrad m, Ausstattungsgrad m (Marktforschung/ Konsumforschung)

Eine Form der Diversifikation, bei der die Erweiterung des Angebots- und Leistungsprogramms eines Unternehmens auf derselben Wirtschaftsstufe erfolgt, auf der das Unternehmen bereits in der Vergangenheit tätig war, und zwar entweder auf der Produktionsebene oder auf der Absatzehene (dafür wird auch der Ausdruck homogene oder mediale Diversifikation verwendet).

vgl. vertical diversification horizontal marketing horizontales Marketing Der koordinierte Einsatz von Marketinginstrumenten gleichgeordneter Marktstufen mit dem Ziel der Planung, Durchführung, Koordinierung und Kontrolle aller an den Marketingaktivitäten beteiligten Organisationen und Personen.

vgl. vertical marketing horizontal marketing organization horizontale Marketingorganisation/ Eine Form der Marketingorganisation, bei der man zwischen dem Verrichtungsmodell (der Funktionalorganisation), dem Objektmodell (Geschäftsbereichs- oder Spartenorganisation nach Produkten,

Der Grad der Versorgung von Haushalten oder Einzelpersonen mit bestimmten Erzeugnissen des Konsums, und insbesondere mit längerlebigen Gebrauchsgütem.

household income Haushaltseinkommen Haushaltsnettoeinkommen η

η,

Die Summe der monatlichen Nettoeinkünfte aller Mitglieder eines Haushalts aus Erwerbstätigkeit bzw. Renten (Pensionen), Versicherungen, aus eigener Bewirtschaftung, Vermietung und Verpachtung (ohne Steuern und Pflichtbeiträge zur Sozialversicherung).

house style Hausausstattung /, Hausfarbe / (Marketing) Eine für die Produkte und das Gesamterscheinungsbild eines Unternehmens typische Farbe oder Farbenkombination, die Uber eine längere Zeitperiode hinweg mit dem Ziel beibehalten wird, die spontane Assoziation von Farbe bzw. Farbkombination und der sie verwendenden Firma und ihren Produkten zu erzeugen bzw. zu festigen,

house-to-house sale Haustürverkauf m, Direktverkauf m —» door-to-door sale

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H o w a r d - S h e t h m o d e l (of c o n s u m e r b e h a v i o r ) Howard-Sheth-Modell η (des Konsumentenverhaltens) Eine von den beiden amerikanischen Marktforschem John A. Howard und Jagdish N. Sheth in den späten 1960er Jahren entwickelte Theorie des Konsumentenverhaltens, huckstering Hökerhandel m Eine Form des ambulanten Handels, bei dem der Händler sich an Straßen für längere Zeit festsetzt und seine Waren an einem Stand, in einem Wagen oder einfach durch Auslage ohne nennenswerte Hilfseinrichtungen zum Verkauf anbietet.

H u r w i c z rule

Hurwicz criterion Hurwicz-Kriterium n, „u33"-Kriterium η von Hurwicz (Entscheidungstheorie) In der Entscheidungstheorie ein Sonderfall der Entscheidungen unter Unsicherheit (verteilungsfreier Fall), die sich von der Minimax-Regel und von der Maximax-Regel darin unterscheidet, daß der maximale und der minimale Gewinn einer Handlungsalternative gegenüberzustellen sind und diesen Werten dann ein vorher festgelegter Optimismusfaktor für den minimalen Gewinn zugeordnet werden soll. H u r w i c z rule H u r w i c z - R e g e l / —» H u r w i c z criterion

I icon Ikon n, ikonisches Zeichen η (Konsumforschung) Ein Zeichen, das in einer Ähnlichkeitsbeziehung zu dem Objekt steht, das es darstellt (Bilder, Zeichnungen, Photographien, Skulpturen usw.). idea development —> idea generation method idea development interview (IDI) Ideenentwicklungsinterview η Eine Gruppendiskussion, mit der in der Werbung neue Konzeptionen entwickelt und getestet werden sollen. —» idea generation method idea development method idea generation method Kreativitätstechnik / , Kreativitätsmethode/, I d e e n f i n d u n g s m e t h o d e / Eine von zahlreichen Techniken, die - meist ausgehend von sozialpsychologischen Erkenntnissen über Gruppendynamik - versuchen, das höhere Leistungspotential von in Gruppen interagierenden Individuen zu fördern und zu steuern, ideal product Idealprodukt η (Marketing/ Marktforschung/Marktpsychologie) ideal product model Idealproduktmodell η, Idealpunktmodell η (Marketing/Marktforschung/Marktpsychologie) Sammelbezeichnung für eine Reihe von Modellen zur Bewertung von Marketingaktivitäten, die zur Messung der Qualität von Produkten bzw. von Produktpräferenzen und bei der Positionierung von Produkten Anwendung finden. Die Grundaussage der Modelle lautet, daß ein Produkt dem anderen Produkt vorgezogen wird, wenn seine Distanz zum subjektiven Idealprodukt des Konsumenten geringer ist. ideal vector Idealvektor m (Marketing/Marktforschung/Marktpsychologie ) IDI Abk idea development interview image Image η, Vorstellungsbild η, allgemeine Vorstellung / (Marktpsychologie/Marklforschung) Die als dynamisch verstandene bedeutungsgeladene, strukturierte Ganzheit der Wahrnehmungen, Vorstellungen, Ideen und Gefühle, die eine Person oder eine Mehrzahl von Personen - von irgendeiner Gegebenheit besitzt. Gegenstand des Image kann alles sein, wovon man sich ein ,Bild„u43" machen kann. image awareness study Image-Untersuchung/, Image Verbreitungsstudie / (Werbeforschung/ Marktforschung ) Eine Untersuchung, die prüft, inwieweit das von einem Hersteller oder einer Organisation angestrebte und durch Werbung propagierte Image tatsächlich Verbreitung und Bekanntheit erlangt hat.

image builder Imageförderer m, Imageentwickler m Jemand, der sich darum bemüht, das Image einer Firma, Organisation oder Einrichtung methodisch zu entwickeln und aufzubauen, image analysis Imageanalyse / (Werbeforschung/Marktforschung) —» image research image-building methodischer Aufbau m eines Image, Imagepflege f I m a g e - E n t w i c k l u n g / image comparison Imagevergleich m (Werbeforschung/Marktforschung ) image factor Imagefaktor m, Imageverstärker m Eine Einflußgröße, die bei der Bildung und Gestalt von Images einen wesentlichen Anteil hat. image marketing Image-Marketing η Ein von H. J. Richter ausgehend von Kurt Lewins Feldtheorie entwickeltes Marktmodell des Images, image reinforcer - > image factor image research Imageforschung / (Marktpsychologie/Marktforschung/Werbeforschung) Ein Teilgebiet der Marktpsychologie, das unter dem von der Marketingpraxis und den Interessen der Absatzwirtschaft ausgehenden Druck steht, praxisbezogene Entscheidungshilfen bei der Bewältigung konkreter Marketingprobleme zu liefern, image transfer Imagetransfer m (Marketing) Eine Marketingstrategie, durch die ein Anbieter versucht, das positive Image, das ein von ihm angebotenes Produkt hat, für ein weiteres von ihm angebotenes Produkt durch Verwendung desselben Markenoder Firmennamens, derselben Ausstattung usw. zu nutzen, um so die für das erste Produkt bestehende Kaufbereitschaft auch für das weitere Produkt zu gewinnen. imitation Nachahmung / (Marketing/Werbung) imported inflation importierte I n f l a t i o n / Der im System fester Wechselkurse mögliche, rein geldwirtschafilichen Inflationsimport, der dadurch zustandekommt, daß Banken und Wirtschaftsunternehmen an der Zentralbank vorbei Geld aus dem Ausland beschaffen, weil es dort billiger und reichlicher zu bekommen ist. import factoring Import-Factoring η Eine Sonderform des Factoring, bei der ein Exporteur direkt mit einem Factor seiner Wahl im Land des Importeurs zusammenarbeitet. vgl. export factoring import market research Importmarktforschung/ Derjenige Bereich der Auslandsmarktforschung, der sich mit der systematischen Analyse ausländischer Beschaffungsmärkte beschäftigt. vgl. export market research

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impression test Eindruckstest m (Marktforschung) Einer von zwei alternativen Grundtypen von Laborexperimenten, mit denen versucht wird, in Produkttests im Gegensatz zu Erfahrungstests den allgemeinen Eindruck, den ein Produkt in seiner Gesamtheit auf Testpersonen macht, zu ermitteln, impulse action technique Spontanhandlungsverfahren η, S p o n t a n w a h l v e r f a h r e n η (Marktforschung) Oberbegriff all derjenigen Verfahren von Produktund Packungstests, bei denen - wie vor allem beim Greifbühnentest - unreflektiert verlaufende, von Anmutungen und Aufforderungscharakteren determinierte Wahlhandlungen im Laboratoriumsexperiment untersucht werden, impulse a s s o r t m e n t Impulssortiment η (Einzelhandel/Marketing ) Dejjenige Teil des Sortiments eines Einzelhandelsuntemehmens, der entweder als festes Impulssortiment mit Wiederholung des Angebots der Sortimentsstrukturpolitik oder als variables Impulssortiment ohne Wiederholung des Artikelangebots der Sortimentsablaufpolitik zuzuordnen ist. i m p u l s e b u y Impulskauf m, Spontankauf m, Impulsentscheidung / (Konsumforschung/ Marktforschung ) Eine im Gegensatz zum Gewohnheitskauf aufgrund einer Eingebung des Augenblicks, d.h. entweder spontan auftretender oder spontan ausgelöster Bedürfnisse, getroffene Kaufentscheidung, die weitgehend ohne kognitive Steuerung erfolgt und der weder aktuelle noch erlernte Denkprozesse zugrundeliegen. impulse b u y e r I m p u l s k ä u f e r m, S p o n t a n k ä u f e r m (Marktforschung/Konsumforschung) i m p u l s e buying I m p u l s k a u f e n m, Spontankaufen η (Marktforschung/Konsumforschung) impulse good (meist pi impulse g o o d s ) Impulsw a r e / , Impulsartikel m, Impulsgut η (Wirtschaftslehre/Marktforschung/Konsumforschung) Eine Ware, die wegen ihrer spezifischen Eigenschaften von den Verbrauchern meist ganz spontan und intuitiv gekauft wird. —> impulse item i m p u l s e item —> impulse g o o d i m p u l s e purchase —» impulse buy impulse p u r c h a s i n g —» impulse b u y i n g incentive 1. Anreiz m, Antrieb m, A n s p o r n m (Psychologie) Die objektive Komponente der Motivation, deren subjektives Korrelat das Bedürfnis ist. Der Anreiz ist das Zielobjekt, auf das ein Bedürfnis gerichtet ist. 2 . I n c e n t i v e / , Incentive-Aktion f Incentivereise / (Marketing) Im Rahmen des Marketingmanagement ein insbesondere im Bereich des Außendienstes an Reisende oder Verkäufer gewährter materieller Anreiz wie

i n d e x of status characteristics z.B. die Orientierung von Leistungsvergütungen am Umsatz, Sachgeschenke, die Gewährung von Aktienbezugsrechten, die Erhöhung der Altersversorgung, Erfolgs- und Kapitalbeteiligungen usw. income Einkommen η (Wirtschaftslehre/Konsumforschung) Die einem Wirtschaftssubjekt in Form von Arbeitsentgelten (d.h. Löhnen, Gehältern sowie Sozialleistungen), Versorgungsbezügen (Renten und Pensionen, Arbeitslosenunterstützung und Sozialfürsorgeleistungen, Unterhaltsgewährung u.ä.) oder aus Vermögen zufließenden Geldwerte, i n c o m e distribution c u r v e E i n k o m m e n v e r teilungskurve / , L o r e n z k u r v e / , Konzentrationskurve / (Statistik/Wirtschaftslehre) Eine graphische Technik zur Darstellung und Analyse relativer Konzentrationsverhältnisse, die von dem Amerikaner M. C. Lorenz zur Darstellung der Einkommensverhältnisse verwendet wurde. —» L o r e n z c u r v e i n c o m e elasticity of d e m a n d E i n k o m m e n s e l a s tizität / der N a c h f r a g e (Wirtschaftslehre) Das Maß für die aufgrund von Einkommensveränderungen bei Nachfragern aufgetretene Änderung ihrer mengenmäßigen Nachfrage nach einem Gut. Sie wird gemessen als das Verhältnis der relativen Änderung der mengenmäßigen Nachfrage zur relativen Änderung des Einkommens, increase of d e m a n d Bedarfssteigerung / , B e darfssteigerungseffekt m, N a c h f r a g e z u w a c h s m, Nachfragezuwachseffekt m (Marketingplanung) Einer Äbsatzeffekt, der in der durch Differenzierung entstandenen Möglichkeit des Kaufs mehrerer Varianten oder Sorten besteht und zu einem allgemeinen Anwachsen des Gesamtgebrauchs oder -Verbrauchs des Produkts führt, i n d e p e n d e n t c o n t r a c t o r —> supplier i n d e p e n d e n t store —> retail store i n d e p e n d e n t t r a d e E i g e n g e s c h ä f t η, E i g e n h a n del m Allgemein die Geschäftstätigkeit im eigenen Namen und auf eigene Rechnung im Gegensatz zum Fremdgeschäft. i n d e x Index m, Vergleichszahl / , M e ß z a h l f M e ß z i f f e r / , K e n n z i f f e r / , I n d e x z a h l / , Indexziffer f (Statistik) In der Deskriptivstatistik eine Kennzahl, durch die selbständige statistische Massen zueinander in Beziehung gesetzt werden, die zueinander in einem Verhältnis der Koordination oder Nebenordnung stehen, also gleichartig sind, index of social position (I.S.P.) I n d e x der sozialen Position / , Index m der Sozialschicht, Index m der Sozialstellung, I n d e x m der Gesellschaftsstellung (empirische Sozialforschung/ Marktforschung) Ein soziodemographisches KJassifizierungssystem, das vom Beruf und der Ausbildung des Haushaltsvorstandes ausgeht, index of status characteristics (I.S.C., I S C )

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index of socioeconomic status Index m der Statusmerkmale, Index m der Sozialschicht, Index m des Sozialstatus, Index m der Sozialstellung (empirische Sozialforschung/Marktforschung ) Ein soziodemographisches Klassifizierungssystem, das auf vier sozioökonomischen Merkmalen (Beruf, Einkommen, Wohnung und Wohngebiet) basiert,

index of socioeconomic status (S.E.S., SES) Index m des sozioökonomischen Status, Index m der Sozialschicht, Index m der sozioökonomischen Stellung, Index m des Sozialstatus fempirische Sozialforschung/Marktforschung ) Ein soziodemographisches Klassifizierungssystem, das vom Beruf, dem Einkommen und der Ausbildung des Haushaltsvorstands ausgeht,

indicator Indikator m (empirische Sozialforschung/Marktforschung/Marketing ) Ein der Beobachtung zugängliches, mit einem anderen, der Beobachtung nicht zugänglichen Merkmal hochkorreliertes Merkmal, das aufgrund dieser hohen Korrelation als Hinweis auf oder Beweis für die Richtigkeit einer Annahme, einer Hypothese oder eines vermuteten Kausalzusammenhangs gewertet wird.

indiiference curve Indifferenzkurve / (Wirtschaftslehre) In der mikroökonomischen Haushaltstheorie die graphische Darstellung aller Mengenkombinationen zweier substituierbarer Güter, die nach Einschätzung des Konsumenten denselben Nutzen stiften,

indifference law Indifferenzgesetz η (Wirtschaftslehre) In der mikroökonomischen Haushaltstheorie die Theorie, daß jeder Haushalt eine je nach der Struktur seines Bedarfs unterschiedliche Schar von Indifferenzkurven hat.

indifference-preference theory (of buying decision) Indifferenz-Präferenz-Theorie / (der Kaufentscheidung) (Konsumforschung/ Marktforschung) Eine von J. R. Hicks und F. Y. Edgeworth formulierte Weiterentwicklung der klassischen mikroökonomischen Haushaltstheorie, bei der der ökonomische Nutzen auf ordinaler Ebene gemessen wird und die Haushalte beim Vergleich von zwei Gütern lediglich angeben müssen, welche Mengenkombinationen sie gegenüber anderen Kombinationen entweder gleich bewerten (Indifferenz) oder vorziehen (Präferenz),

industrial consultation Betriebsberatung/ Die Aktivitäten der Führungs- und Managementberatung durch außerbetriebliche Institutionen, die als ein Brückenschlag zwischen Forschung und Betriebspraxis die Nutzung und Anwendung neuer Erkenntnisse, Erfahrungen und Verfahren vermitteln und so dazu beitragen, die Leistungsstruktur vor allem von Klein- und Mittelunternehmen, die nicht selbst über entsprechende Forschungsstellen verfügen, zu verbessern,

industrial design Industriedesign η, industrielle Formgebung /, Formgestaltung / von Industrieprodukten Die Formgebung eines eines Produkts für die industrielle Serienfertigung, d.h. die mit Hilfe von Gestaltungsmitteln wie Material, Verpackung, Farbe, Formgebung, Druck, Gestaltung usw. geprägte äußere Erscheinung einer Ware, durch die ihre Absatzfähigkeit und Attraktivität für potentielle Käufer erhöht werden soll,

industrial designer Industriedesigner m, Formgestalter m von Industrieprodukten industrial good (meist pi industrial goods) Industriegut η, industrielles Gut n, Produktionsmittel n, Investitionsgut n, Kapitalgut η Ein dem industriellen Bedarf dienender Rohstoff, Hilfsstoff, ein Halbfabrikat, eine Anlage, Maschine, ein Gerät, Teil oder Zubehörbestandteil, das nicht direkt zur Bedürfnisbefriedigung der Konsumenten beiträgt und als Wiedereinsatzfaktor der Herstellung weiterführender Produkte dient,

industrial marketing Industriemarketing η Die Gesamtheit der Marketingaktivitäten für Güter und Dienstleistungen an Wirtschaftsuntemehmungen und andere Organisationen, die sie für andere Güter und Dienstleistungen verwenden, die sie selbst herstellen,

industrial market research Investitionsgütermarktforschung/, industrielle Marktforschung/, Kapitalgütermarktforschung /, Produktionsgütermarktforschung / Die auf das Investitionsverhalten und die damit in Zusammenhang stehenden Beschaffungsentscheidungen von Wirtschaftsunternehmen und der in ihnen tatigen Entscheidungsträger gerichtete Marktforschung.

industrial store Belegschaftsladen m, Belegschaftshandel m (Wirtschaftslehre/Einzelhandel)

Eine Handelsmarke, die aus der Produktion eines Händlers stammt und von diesem unter seinem eigenen Warenzeichen verkauft wird,

Eine Form des grauen Marktes, die im organisierten Bezug und Verkauf von Waren und Leistungen besteht, die nicht aus dem eigenen Unternehmen stammen, durch Angehörige der Belegschaft während der Arbeitszeit und innerhalb der Räume des eigenen Unternehmens,

individual decision Individualentscheidung / (Konsumforschung/Marktforschung)

industrial user panel Vorverbraucher-Panel η (Marktforschung )

Eine Kaufentscheidung, die im Gegensatz zur Kollektiventscheidung durch eine einzige Person allein und selbständig getroffen wird.

Ein Verbraucherpanel, das sich auf Wirtschaftssubjekte bezieht, die im Zuge der Erstellung ihrer eigenen Leistung bestimmte Produkte verbrauchen.

individual brand Individualmarke /, Eigenmarke / (Marketing)

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inertia selling eigentl Trägheitsverkauf m negative O p t i o n / ( V e r k a u f s f ö r d e r u n g ) Eine Verkaufsmethode, die mit der Trägheit von Verbrauchern kalkuliert: Es wird Haushalten unaufgefordert ein Produkt zugesandt mit der Bitte, es bei mangelndem Interesse innerhalb einer bestimmten Frist zurückzuschicken; wird es innerhalb dieser Frist nicht zurückgeschickt, wird der volle Preis fälliginferior g o o d s pl inferiore Güter n/pl (Wirtschaftslehre) Die von den Konsumenten als geringerwertig angesehenen Güter, deren nachgefragte Menge mit wachsendem Haushaltseinkommen sinkt und durch die Nachfrage nach höherwertigen Gütern ersetzt wird. inflation Inflation f (Wirtschaftslehre) Die andauernde Ausdehnung der Geldmenge und der fortwährende Anstieg der Geldeinkommen oder auch ein anhaltendes Schrumpfen des Außenwerts einer Währung, inflation of aspirations Anspruchsinflation / (Sozialpsychologie/Marktpsychologie) In der Sozial- und Marktpsychologie das Spannungsverhältnis zwischen hohen Erwartungen (Ansprüchen) und einer beschränkten Problemlösungsfähigkeit. influencer Beeinflusser m, K a u f b e r a t e r m, Einkauf sberater m (Beschaffungsmarketing/Marktforschung) Bei betrieblichen Entscheidungen über die Beschaffung von Investitionsgütern ein Rollenträger, der als technischer oder juristischer Berater fungiert und bei der Formulierung von Kriterien für die Einkaufsentscheidung mitwirkt, i n f o r m a t i o n (nur sg) Information(en) f(pl), Nachricht(en) f ( p l ) i n - h o m e retailing —> i n - h o m e selling i n - h o m e selling Sammelbestellsystem η (Marketing/Verkaufsförderung ) Eine besondere Vertriebsmethode des Versandhandels, deren Grundprinzip der Einsatz von Kunden als sog. Vertreter im Nebenberuf ist. initial p u r c h a s e Erstkauf m, A n f a n g s k a u f m, einmaliger Kauf m vgl. repeat purchase initial sale Erstverkauf m, Anfangsverkauf m, einmaliger Verkauf m innovation Innovation / , Innovationsprozeß m (Marktpsychologie/Marketing) In der Soziologie ganz allgemein die Hervorbringung, Durchsetzung, Übernahme und Anwendung neuer Ideen und Techniken, bisher unbekannter Produkte oder Rollen in einem sozialen System oder Subsystem. innovator Innovator m, N e u e r e r m, Pionier m (Kommunikationsforschung/Marktforschung) Eine Schlüsselfigur beim Prozeß der Diffusion von Innovationen, die bei der Adoption von Neuerungen die erste ist, die ein neues Produkt eine neue Dienst-

in-store d e m o n s t r a t i o n leistung eine neue Mode oder eine neue Idee oder Verhaltensweise aufgreift und übernimmt, i n p u t - o u t p u t analysis I n p u t - O u t p u t - A n a l y s e / , Input-Output-Methode / , Input-Output-Rechnung / (Wirtschaftslehre/Statistik) In der Volkswirtschaftslehre das von Wassilij Leontief als Instrument der volkswirtschaftlichen Gesamtrechnung entwickelte ökonometrische Verfahren zur Darstellung und Untersuchung wirtschaftlicher Leistungsströme zwischen den einzelnen Sektoren oder Industriezweigen einer ökonomischen Gesamtheit mit Hilfe von Input-Output-Tabellen. in-shop observation Ladenbeobachtung / (Marktforschung ) In der demoskopischen Marktforschung die Beobachtung des Verkaufsgebarens, der Verkaufsgespräche und der Präsentation der Waren im Laden durch Interviewer. i n s t a n t a n e o u s survey Stichtagserhebung / , S t i c h t a g s b e f r a g u n g / , Stichtagsermittlung / (empirische Sozialforschung) Der Normalfall einer Stichtagserhebung ist eine Befragung, bei der die Befragten über ihr gestriges, vorgestriges, oder auch heutiges bzw. gegenwärtiges Verhalten befragt werden (Recency-Frage). institutional a p p r o a c h in m a r k e t i n g Institutionenlehre / , institutionenorientierte Absatztheorie / (Marktforschung) In der Handelsforschung das vorwiegend deskriptive Aussagensystem, das die empirisch vorkommenden Organisationsfoimen des Handels beschreibt und in eine Typologie zu bringen versucht, institutional c o n s u m e r dealer G r o ß v e r b r a u chergeschäft η (Großhandel) Ein auf die Versorgung von Großverbrauchern wie z.B. Hotels, Krankenhäusern, Gefängnissen, Kantinen usw. mit Lebensmitteln und anderen Konsumgütem spezialisiertes Unternehmen des Großhandels. institutional h o u s e h o l d Anstaltshaushalt m (Statistik/empirische Sozialforschung/Marktforschung) In der Marktstatistik und Marktforschung ein Typ der Haushaltung mit großer Personenzahl und folglich auch mit im Einzelfall großer Nachfrage wie z.B. Krankenhäuser, Klöster, Erziehungsheime, Altersheime, Gefängnisse, Kasernen, Schulen und ähnliche Träger konsumtiven Bedarfs (Großverbraucher). institutional i m a g e corporate i m a g e institutional size G r o ß h a n d e l s p a c k u n g / , G r o ß handelsformat η (Verpackung) in-store kurz für in-store demonstration in-store d e m o kurz für in-store demonstration in-store d e m o n s t r a t i o n W e r b u n g s - o d e r Verk a u f s d e m o n s t r a t i o n / , in e i n e m Einzelhandelsgeschäft, e i n e m W a r e n h a u s (Einzelhandel) —» in-store, in-store d e m o

in-store display in-store display Warenauslage / innerhalb der Geschäftsräume (Einzelhandel) —> interior display in-store interview Käuferbefragung /vor, beim oder nach dem Kauf im Geschäft (Marktforschung) in-store test —» store test instrumental goods pl Produktionsgüter n/pl (Wirtschaftslehre) Gewerbliche Verbrauchsgüter, d.h. solche Produktivgüter, die beim Produktionsprozeß verbraucht werden.

instrumental information Instrumentalinformation / (Marketing/Marktforschung) Reaktionsinformationen, bei denen es einerseits darum geht festzustellen, wie die betriebliche Umwelt (z.B. die Abnehmer, die Konkurrenten, staatliche Stellen) auf den Einsatz bestimmter marketingpolitischer Stimuli reagiert, und zum anderen darum zu ermitteln, wie sich die marketingaktive Unternehmung verhält, wenn innerhalb ihrer Umwelt Aktivitäten gesetzt werden, die ihre Interessensphäre tangieren.

instruments of sales policy absatzpolitisches Instrumentarium η, absatzpolitische Instrumente n/pl (Marketing) Die Gesamtheit der im Rahmen der Absatzpolitik zum Einsatz gebrachten Methoden und Mittel, mit denen ein Unternehmen versucht, das Geschehen auf dem Absatzmarkt in seinem eigenen Interesse und zu seinen eigenen Gunsten zu beeinflussen und zu gestalten.

instruments of supply policy pl beschaffungspolitisches Instrumentarium η, beschaffungspolitische Instrumente n/pl (Marketing/Beschaffungsmarketing ) Die Gesamtheit der im Rahmen der Beschaffungspolitik eingesetzten Methoden und Mittel, mit denen ein Unternehmen versucht, auf dem Beschaffungsmarkt im Hinblick auf den Absatz optimale Lösungen zu finden,

insurance Versicherung/ insurance marketing Versicherungsmarketing η Die Marketingaktivitäten der Versicherungsunternehmen zielen auf der einen Seite darauf, neue Kunden zu gewinnen bzw. vorhandene Kunden zu halten und auf der anderen Seite darauf, deren Inanspruchnahme von Versicherungsleistungen durch vorbeugende Maßnahmen zu reduzieren,

292 Gebrauchsgütern z.B. von Faktoren wie Kaufkraft und Sättigungsgrad abhängt,

intensive distribution Extensivvertrieb m, Extensivversand m, Versand m von Rundschreiben an alle Einzelhändler, ungezielter Vertrieb m, breit streuender Vertrieb m Der Verkauf durch die größtmögliche Zahl an Wiederverkäufen.

vgl. selective distribution interaction Interaktion/ Im weitesten Sinne ist von Interaktionen die Rede, wo immer zwei oder mehr Individuen sich zueinander verhalten, sei es im Gespräch, in Verhandlungen, im Spiel, im Streit, in Liebe oder in Haß.

interactional market behavior analysis interaktionistische Marktverhaltensanalyse /, Interaktionsansatz m (Marktforschung) Die Analyse von ökonomischen Transaktionen im Investitionsgütermarketing,

interaction analysis Interaktionsanalyse /, Interaktionsprozeßanalyse /, Gruppenprozeßanalyse /, Prozeßanalyse / sozialer Beziehungen (empirische Sozialforschung/Marktforschung) Die Analyse der wechselseitig aufeinander bezogenen Verhaltensweisen zweier oder mehrerer Individuen in Gruppen und Institutionen auf der Basis von Beobachtungsdaten,

interaction process Interaktionsprozeß m (empirische Sozialforschung/Marktforschung) interbrand choice Auswahl/, Wahl/zwischen mehreren Marken, Markenwahl / (Marktpsychologie/Marktforschung ) Jeder Akt der Markenwahl, des Markenwechsels und der Markentreue,

inter-company comparison Betriebsvergleich m (Betriebswirtschaft) Die systematische Gegenüberstellung von Daten und Kennziffern verschiedener Wirtschaftsuntemehmen mit dem Ziel, Informationen über die relative Leistung eines bzw. mehrerer Unternehmen zu erhalten.

interior display Innenauslage /, Warenauslage /, innerhalb eines Geschäfts oder Warenhauses (Einzelhandel) intermediary goods pl Produktionsmittel n/pl, Investitionsgüter n/pl, Produktionsgüter n/pl Produktivgüter, die beim Produktionsprozeß verbraucht werden,

integral quality Integralqualität /, integrale Qualität / (Marketing)

international brand internationale Marke / (Marketing)

Die Integrationsfähigkeit eines Produkts in ein Produktionssystem,

Eine auf der Rechtsgrundlage des Madrider Markenabkommens aus dem Jahre 1891 international geschützte Marke,

intensity of demand Bedarfsintensität f (Marketing/Konsumforschung/Marktforschung) Die Bedarfsquantität pro Zeiteinheit, die bei Verbrauchsgütem z.B. von Faktoren wie der Bevölkerungsstruktur, den Konsumgewohnheiten u. ä., bei

international marketing internationales Marketing η Die Gesamtheit der auf den internationalen Handel bezogenen Marketingaktivitäten.

itinerant trade

293 international market research internationale Marketingforschung / Die auf die Erschließung ausländischer Absatzoder/und Beschaffungsmärkte zielenden Marktforschungsanstrengungen,

introduction stage —» introductory stage introductory allowance Einführungsrabatt m (Konditionenpolitik/Marketingplanung) Ein Rabatt, den Hersteller den Händlern einräumen, um einen neueingeführten Produkt den Marktzugang zu erleichtem,

introductory campaign Einführungskampagne / , Einführungswerbefeldzug m (Marketingplanung) introductory offer Einführungsangebot η (Marketingplanung/Konditionenpolitik) introductory price 1. Eröffnungspreis m (Konditionenpolitik) Ein reduzierter Preis für ein bestimmtes Produkt oder für alle Produkte der anläßlich der Eröffnung einer neuen Verkaufsstelle gewährt wird und nach Abschluß der Eröffnung wieder in normaler Höhe erhoben wird.

2. Einführungspreis m

(Konditionenpolitik)

Ein je nach zugrundeliegender Marketingstrategie hoch oder tief angesetzter Preis für ein Produkt, das neu in einen Markt eingeführt wird,

introductory stage Einführungsphase / , Einführungsstadium η (Marketing/Werbung) Diejenige Phase im Produktlebenszyklus, die mit der Lanciemng eines neuen Produkts beginnt und mit dem Erreichen der Gewinnschwelle endet,

introductory year Einführungsjahr η inventory 1. Inventar η, Bestand m (Betriebswirtschaft) 2. Inventur /, Bestandsaufnahme f (Betriebswirtschaft) inventory control Bestandskontrolle/, Inventur / (Betriebswirtschaft) inventory management Bestandsmanagement η (Betriebswirtschaft/Marketinglogistik) Die Planung und Organisation der Verfügbarkeit von Waren und Artikeln zu bestimmten Terminen und festgelegten Lagerorten mit dem Ziel, ihre Liefcrbereitschaft zu möglichst niedrigen Kosten und ohne mehr als unbedingt notwendige Kapitalbindung zu erreichen,

investment center (brit investment centre) Investitionszentrum η (Marketingorganisation) Ein Ertragszentrum (profit center), das berechtigt ist, autonom über Investitionen zu entscheiden,

investment goods pl Investitionsgüter n/pl (Wirtschaftslehre) Produktivgüter, die ausschließlich zum Zwecke der

Produktion, und zwar in der Regel über mehrere Produktionsperioden hinweg längerfristig bzw. mehrmalig genutzt werden (mehrmalige Nutzung) und dabei weder verändert werden noch durch Bearbeitung oder Verarbeitung in die Produkte eingehen.

investment goods marketing Investitionsgütermarketing η, Investmarketing η Die Gesamtheit aller Maßnahmen, die darauf zielen, daß die Investitionsentscheidungen der Verwender zugunsten des eigenen Erzeugnisses ausfallen.

investment goods market research Investitionsgütermarktforschung / Die auf das Investitionsverhalten und die damit in Zusammenhang stehenden Beschaffungsentscheidungen von Wirtschaftsuntemehmen und der in ihnen tätigen Entscheidungsträger gerichtete Marktforschung.

invitation to tender —> call for tenders irradiation Irradiation / , Irradiation / , irradiierender Faktor m (Psychologie/Marktpsychologie) Ein aus der Gestaltpsychologie in die Marktpsychologie und die Beurteilung von Produkten übertragener Begriff, der allgemein das Phänomen beschreibt, daß ein Wahrnehmungsbereich auf einen anderen Wahrnehmungsbereich ausstrahlt und dadurch die Gesamtwahrnehmung dominiert.

irritation-association —» irritation-brand association irritation-brand association etwa Erkrankungs-Marken-Assoziation / , Reizungs-Marken-Assoziation / , Irritations-Marken-Assoziation f (Marktforschung) Eine Methode der Ermittlung von Produktassoziationen, bei der den Befragten eine Erkrankung wie z.B. Schnupfen genannt wird und diese dann angeben, welche Gegenmittel ihnen dazu einfallen.

—» irritation-association island display alleinstehende Warenauslage / , von allen Seiten her zugängliche Warenauslage f (Einzelhandel) item 1. Sorte / (Wirtschaftslehre/Einzelhandel/Großhandel) Die kleinste, nicht weiter teilbare Einheit eines Sortiments.

2. Punkt m, Einzelgegenstand m, Gegenstand m itinerant trade ambulanter Handel m (Wirtschaftslehre/Einzelhandel) Eine Betriebsform des Einzelhandels, die Waren mit Hilfe von standortunabhängigen und standortungebundenen mobilen Verkaufseinrichtungen (im Gegensatz zum stationären Einzelhandel) absetzt.

J job description Stellenbeschreibung/ Die schriftliche, verbindliche und in einheitlicher Form abgefaßte Festlegung der Eingliederung einer Stelle in den Betriebsaufbau, ihrer Ziele, Aufgaben und Funktionen, ihrer Verantwortlichkeiten und Kompetenzen sowie ihrer wichtigen Beziehungen zu anderen Stellen,

joint rate Gemeinschaftspreis m, Gemeinschaftstarif m joint venture Gemeinschaftsunternehmen n, Gemeinschaftsprojekt n, Joint venture η (Marketing) Eine spezielle Form der internationalen Zusammenarbeit von international tätigen Unternehmen der Großindustrie zur einmaligen Verwirklichung eines gemeinsamen Projekts oder einer größeren Zahl von gemeinsamen Projekten auf der Grundlage einer prinzipiell gleichberechtigten Kapital- oder Vertragsbindung bei gleichzeitiger Erhaltung der vollen Selbständigkeit der an dem Gemeinschaftsunternehmen beteiligten Partnerunternehmen.

journey cycle Besuchszyklus m (Außendienst) Die durchschnittliche Zeit, die zwischen den Kundenbesuchen eines Verkaufsvertreters liegt.

jumble basket —> jumble display jumble display Wühlkiste /, Ramschkiste /, Grabbeikiste /, Sonderangebotsauslage /, Restpostenauslage f(Einzelhandel) jumble display window Stapelfenster η, Massenfenster η (Einzelhandel) Ein Schaufenster, das die Präsentation eines vollständigen Sortimentssegments eines Geschäfts darstellt und eine große Warenfülle zeigt.

junior department store Kleinpreisgeschäft η, Juniorwarenhaus η (Einzelhandel) Eine Betriebsform des Einzelhandels, die sehr wenige Waren sehr niedriger Preisstufen führt. Ihr Sortiment ist breit und flach und faßt vorwiegend geringwertige Waren des täglichen Bedarfs.

jury —» consumer jury, consumer panel

κ kartel -> cartel keep-out price Abwehrpreis (Marketing/Marketingplanung) Ein für die Strategie der Niedrigpreispolitik (penetration pricing) charakteristischer Preis, dessen Festsetzung das Ziel zugrundeliegt, innerhalb kürzester Zeit einen hohen Marktanteil zu erreichen und so den Markt für die eigenen Produkte schnell in seinem ganzen Umfang zu erschließen,

der Preis oder das Testurteil der Stiftung Warentest. Sie haben den Charakter von höherwertigen Informationen, die den Konsumenten entlasten, weil sie geeignet sind, andere Informationen zu substituieren oder zu bündeln und ihm damit eine weitere Informationssuche zu ersparen.

kit Ausstattung/, Werkzeug n, Ausrüstung/

/

Kotler theorem Kotler-Theorem n, KotlerModell η (Marketing)

In den neueren Untersuchungen zur Produktwahrnehmung und insbesondere zum Phänomen der Irradiation spielt der Begriff der Schlüsselinformation eine zunehmend größere Rolle. Schlüsselinformationen sind für Konsumenten z.B. der Markenname,

Ein von dem amerikanischen Marketingtheoretiker Philip H. Kotler entwickeltes Marketingmixmodell der Simulation von Auswirkungen alternativer Marketingstrategien bei der Einführung neuer Produkte, bei dem sich das optimale Werbebudget durch Evaluierung der alternativen Marketingstrategien ergibt.

key information (Marktforschung)

Schlüsselinformation

L laddering Laddering n, Leitern η (Marktforschung) Ein in der amerikanischen Markt- und Mediaforschung entwickeltes Verfahren, das dazu dient, die Relationen zwischen Produktpositionierung und persönlichen Werten aufzudecken bzw. Werte aufzudecken, die das Konsumverhalten steuern,

laggard Nachzügler m, Zauderer m (Marktforschung)

phase, die Phase der Marktsättigung, die Degenerationsphase und ggf. auch die Produktversteinerungsphase folgen.

launch phasing phasenweise Einführung/, sukzessiver Marktaufbau m (Marketingplanung) Ein Marketingkonzept, bei dem ein Produkt in regionalen Teilmärkten eingeführt und von dort von Teilmarkt zu Teilmarkt stets weiter verbreitet wird, bis es am Ende nationale Verbreitung gefunden hat.

In der Mode, bei der Einführung von Neuerungen und der Akzeptanz neuer Produkte jemand, der die veränderten Gewohnheiten, Praktiken oder die neuen Produkte als einer der letzten übernimmt.

launch price Einführungspreis m, Werbepreis m (Marketingplanung)

Lanham Act amerikanisches Handelsmarkengesetz η Laplace criterion Laplacekriterium η, Laplaceprinzip η (Entscheidungstheorie)

launch rebate Einführungsrabatt m, Einführungsnachlaß m (Marketingplanung) —> launch discount launch stage —> launch phase law of demand Gesetz η der Nachfrage (Wirtschaftslehre)

Ein Entscheidungsprinzip bei Entscheidungen unter Unsicherheit, das davon ausgeht, mangels anderer Informationen besitze jede mögliche Umweltkonstellation dieselbe Eintrittswahrscheinlichkeit,

late adopter —> late majority, laggard late majority späte Mehrheit / (Marktforschung) In der Mode und allgemein bei Innovationen die große Gruppe derjenigen, die sich einer Neuerung relativ spät anschließen, meist Personen aus den unteren Sozialschichten,

latent preference probability latente Präferenzwahrscheinlichkeit / launch Einführung f Start m, Lancierung / (Marketing) Der aufgrund einer Produktdifferenzierung oder Diversifikation des Originalsortiments eines Wirtschaftsunternehmens in Gang gebrachte Prozeß der Einbringung neuer Waren und Dienstleistungen auf dem Absatzmarkt,

to launch v/t in Gang setzen starten, beginnen, einführen, (Produkt etc), lancieren (Marketing) launch allowance —> launch discount launch campaign Einfiihrungskampagne / launch discount Einführungsrabatt m Ein Rabatt, den ein Hersteller dem Einzelhandel einräumt, um dessen Resistenz gegen die Einführung neuer Produkte und die Ausweitung seines Sortiments zu überwinden und dem neueingefuhrten Produkt den Marktzugang zu erleichtern,

launch phase Einführungsphase /, Einführungsstadium η (Marketingplanung) Diejenige Phase im Produktlebenszyklus, die mit der Lancierung eines neuen Produkts beginnt und mit dem Erreichen der Gewinnschwelle endet. Es ist die Phase, die sich an das Stadium der Produktentwicklung und der Erprobung eines neuen Produkts anschließt und der die Wachstumsphase, die Reife-

Der in der Einfuhrungsphase eines neuen Produkts festgesetzte Preis,

Der Grundsatz, daß normalerweise bei einem niedrigeren Preis eine größere und bei einem höheren Preis für ein Gut eine kleinere Menge nachgefragt wird.

law of indiiference Indifferenzgesetz η (Wirtschaftslehre) In der mikroökonomischen Haushaltstheorie die Theorie, derzufolge jeder Haushalt eine je nach der Struktur seines Bedarfs unterschiedliche Schar von Indifferenzkurven hat. Dabei wird jeweils durch die Grenzrate der Substitution angegeben, auf welche Menge eines Gutes verzichtet werden muß, um durch eine infinitesimale Erhöhung einer anderen Menge dasselbe Nutzenniveau zu behalten./

lazy Susan display Drehscheiben-Warenauslage /, Drehscheiben-Display η (Einzelhandel) Eine Warenauslage, die sich auf einer Drehscheibe bewegt.

learning Lernen n, Lernprozeß m (Psychologie) Der Erwerb relativ Uberdauernder Änderungen des Verhaltens bzw. der Verhaltensmöglichkeiten aufgrund von Erfahrung. Erfahrung bezeichnet wiederum die Aufnahme und Verarbeitung von Informationen.

learning curve Lernkurve / (Psychologie) Die graphische Darstellung des Ergebnisses eines Lernprozesses, d.h. des Lemfortschritts in aufeinanderfolgenden Darbietungen des Lemmaterials bzw. in aufeinanderfolgenden Durchgängen. Dabei wird als Maß der Lernleistung die Anzahl der Durchgänge, Wiederholungen oder Proben auf der Abszisse und der Lernerfolg auf der Ordinate eingetragen.

leased-department principle Leased-department-Prinzip η (Einzelhandel) Ein von vielen Warenhäusern und Supermärkten

297

linear programming

praktiziertes Geschäftsprinzip, nach dem diejenigen Abteilungen für Warengruppen, an denen das Unternehmen selbst nicht interessiert ist bzw. für deren Unterhaltung es nicht ausgerüstet ist (deren Vorhandensein jedoch die erforderliche Breite des Sortiments gewährleistet), an ein anderes, meist spezialisiertes Unternehmen vermietet werden,

leasing Leasing η (Marketing/Marketingplanung) Ein Instrument der Finanzierungs- und Investitionspolitik, das eine Art der Vermietung von Gebrauchsund Investitionsgütern darstellt, die dadurch gekennzeichnet ist, daß der Mieter eine eigentümerähnliche Rechtsposition erhält, aus der ihm eine Reihe von Risiken und Pflichten erwachsen, die sonst vom Vermieter getragen zu werden pflegen,

Lizenznahme und -vergäbe zu einem wichtigen Marketinginstrument geworden.

life cycle Lebenszyklus m (Marktpsychologie) —> family life-cycle, product life-cycle lifestyle (life-style) Lebensstil m, Lebenshaltungsstil m, Stil m der Lebenshaltung (empirische Sozialforschung/Marktpsychologie/Marktforschung) Die im Konsum-, Freizeit- und Sozialverhalten beobachtbaren, schichtspezifischen Lebensweisen von Individuen und Gruppen, deren Kostspieligkeit anders als beim Lebensstandard (standard of living) nicht in einem direkten Verhältnis zur wirtschaftlichen Lage der sie praktizierenden Personen steht.

leave behind (Außendienst) Informationsmaterial n, Warenprobe(n) f(pl)

life-style typology Lebensstil-Typologie/, Lifestyle-Typologie / (empirische Sozialforschung/ Konsumforschung/Marktforschung )

Materialien, die ein Verkaufsvertreter beim Besuch eines potentiellen Kunden zurückläßt.

Eine am Lifestyle-Konzept orientierte Konsumententypologie.

leisure Freizeit/, freie Zeit/, Muße/ Die reproduktive Zeit (die Zeit des Schlafens, Essens, Ausruhens) und die frei verfügbare Zeit der Muße (die von Arbeitspflichten und Regenerationserfordemissen freie Zeit, deren Gestaltung weitgehend durch die Wünsche, Bedürfnisse aber auch Möglichkeiten und Grenzen der einzelnen bestimmt wird).

level of activation Aktivationsniveau η, Aktivierungsniveau η (Psychologie/Marktforschung) level of aspiration Anspruchsniveau η (Psychologie/Marktpsychologie) Der Bezugsrahmen, innerhalb dessen ein Individuum seine eigenen Leistungen bewertet und innerhalb dessen sich auch seine eigenen Leistungserwartungen bewegen,

level of consumption Konsumniveau η (Wirtschaftslehre) liability Haftung/ license (brit licence) Lizenz /, Konzession /, Z u l a s s u n g / , G e n e h m i g u n g / , Erlaubnis

/(Mar-

keting/Marketingplanung) Die Befugnis, ein gewerberechtlich geschütztes Recht eines anderen, insbesondere im Patent- und Urheberrecht, aber auch im Gebrauchsmusterrecht und Warenzeichenrecht, zu benutzen, to license v/t lizenzieren, konzessionieren, behördliche Erlaubnis erteilen, G e n e h m i g u n g erteilen, Konzession erteilen ( f ü r etwas) (Market-

ing) licensee Lizenznehmer m, Lizenztiäger m, Konzessionsinhaber m, Konzessionär m, Konzessionsträger m (Marketing/Marketingplanung) licenser Lizenzgeber m, Konzessionserteiler m (Marketing/Marketingplanung ) licensing Lizenzierung /, Lizenzvergabe /, Lizenzenpolitik / (Marketing/Marketingplanung) Insbesondere im internationalen Marketing ist die

life table Absitrbslaiel f (Marktforschung) Eine in Analogie zu den Sterbetafeln der Bevölkerungsstatistik aufgestellte tabellarische Übersicht über die durchschnittliche Lebens bzw. Verwendungsdauer vor allem von relativ dauerhaften Gebrauchsgütem (wie z.B. Automobilen).

life world Lebens welt / (empirische Sozialforschung/Marktpsychologie/Marktforschung) Ein grundsätzlich kommunikativ fundierter Handlungs- und Erfahrungsraum, der durch einen kulturell überlieferten und sprachlich organisierten Vorrat an Deutungsmustem repräsentiert wird.

light stealer eigentl Lichtdieb m (Einzelhandel) Eine Warenauslage in einem Geschäft, die keine eigene Lichtquelle hat, gleichwohl aber beleuchtet zu sein scheint, weil sie das Licht anderer Lichtquellen reflektiert.

light user Extensivnutzer m, Extensivkonsument m, Extensivkäufer m (Marktforschung/ Mediaforschung) Je nach Konsumintensität in einer Produktgruppe lassen sich Verbraucher in Intensivkäufer, Normalkäufer, Wenigkäufer und Nichtkäufer („heavy users" - „light users") untergliedern, wobei die Kategorisierung nach starkem, mittlerem, schwachem und keinem Verbrauch erfolgt.

line 1. Linie / (Marketingorganisation) Die hierarchisch angeordneten Mitglieder eines Unternehmens mit Leitungs-, Anweisungs-, Verwaltungs- und Amtsautorität.

2. Produktgruppe f , Produktkategorie /, Produktfamilie / (Marketing) Eine Gruppe von Produkten, die aufgrund von absatzrelevanten Kriterien wie z.B. dem Bestehen eines Bedarfszusammenhangs oder auch eines produktionstechnischen Zusammenhangs in einer engen Beziehung zueinander stehen und im Absatz miteinander verflochten sind.

linear programming lineare Programmierung

298

line management / , lineare Planungsrechnung f schaft)

(Betriebswirt-

Ein Verfahren der Festlegung optimaler Verhaltensweisen zur Erreichung angestrebter Ziele unter Einsatz von begrenzten Hilfsmitteln,

line management Linienmanagement η (Marketingorganisation ) Ein Bereich der Marketingorganisation, der in seiner Aufgabenstruktur sehr stark auf die Verwirklichung der vorgegebenen Zielsetzungen konzentriert ist.

line organization (brit line organisation) Liniensystem η, Linienorganisation / (Betriebswirtschaft/Marketingorganisation) In der Organisationssoziologie und insbesondere der Betriebssoziologie wird zwischen der Linie und dem Stab unterschieden. Die Linie stellt die hierarchisch angeordneten Mitglieder mit Leitungs-, Anweisungs-, Verwaltungs- und Amtsautorität dar.

linking pin —> team organization link-relative Gliedziffer / , Gliedzahl / (Statistik) link-relative method of seasonal adjustment Gliedziffernmethode / , Gliedzahlenmethode / nach Persons (Statistik) In der statistischen Zeitreihenanalyse ein Verfahren zur Ausschaltung des Trends, das darauf hinausläuft, jeden Wert der Ursprungsreihe als Anteilswert (in Prozent) des jeweils vorangegangenen Werts auszudrücken,

liquidity Liquidität f (Wirtschaftslehre) liquidity ratio Deckungsgrad m, Liquiditätsgrad m, Liquiditätsquote f (Wirtschaftslehre) list Liste/, Verzeichnis n, Aufstellung/ to list 1. v/t aufzählen, nacheinander anführen, nennen 2. v/t in einer Liste aufzeichnen, verzeichnen, registrieren 3. v/t in eine Liste eintragen, in eine Liste aufnehmen list broker Adressenverlag m, Adressenhändler m, Adressenmittler m, Adressenvermittlungsbüro n, Adressenvermittler m (Direktmarketing) Ein selbständiges Handelsunternehmen, das Kundenkarteien von anderen Firmen weitervermittelt,

list broking Adressenvermietung / , Adressenvermittlung/, Adressenhandel m (Direktmarketing) 1. Die Vermittlung der Nutzung von Adressen, die auch bei anderen Unternehmen gespeichert sind. 2. Die entgeltliche Überlassung einer Kundenkartei an ein nicht konkurrierendes Unternehmen für Zwecke des Direktmarketing.

list supplier —> list broker local market trade Markthandel m, Meßhandel m (Einzelhandel/Großhandel) Der Handel auf einem örtlich konzentrierten Gebiet, einem Marktplatz, der in der Regel in festgelegten Zeitabständen und für eine festgelegte Zeitdauer stattfindet.

location Standort m wirtschaft)

(Wirtschaftslehre/Betriebs-

Der geographische Ort, an dem ein Wirtschaftsunternehmen Produktionsfaktoren einsetzt, um wirtschaftliche Leistungen zu erbringen,

location analysis Standortanalyse / (Wirtschaftslehre/Betriebswirtschaft/Marketingplanung) —> location evaluation location characteristic Standortmerkmal η (Wirtschaftslehre/Betriebswirtschaft/Marketingplanung) location choice Standortwahl / (Wirtschaftslehre/Betriebswirtschaft/Marketingplanung) location decision Standortentscheidung f(Wirtschaftslehre/Betriebswirtschaft/Marketingplanung) Die Entscheidung für einen bestimmten industriellen Standort.

location evaluation Standortbewertung /(Wirtschaftslehre/Betriebswirtschaft/Marketingplanung) location factor Standortfaktor m (Wirtschaftslehre/Betriebswirtschaft/Marketingplanung) location planning Standortplanung / (Wirtschqftslehre/Betriebswirtschaft/Marketingplanung) location policy Standortpolitik / (Wirtschaftslehre/Betriebswirtschaft/Marketingplanung) location research Standortforschung / (Wirtschaftslehre/Betriebswirtschaft/Marketingplanung) logistic function logistische Funktion f logistische Kurve f (Statistik/Wirtschaftslehre) Eine in der Wirtschaftsprognostik verwendete symmetrische Wachstumsfunktion, die ebenso wie die Gompertzfunktion und die modifizierte Exponentialfunktion auf Sättigungsfunktionen beruht,

logo kurz für logotype logograph Bildzeichen n, Bildmarke/ Im Gegensatz zu Wortzeichen, Zahlen- und Kombinationszeichen ein ausschließlich aus einer Graphik oder einer anderen bildlichen Darstellung bestehendes Güte-, Firmen- oder Warenzeichen,

list house —* list broker listing Aufzählung / , Aufzählen η, Auflisten η, Auflistung / list price Listenpreis m (Konditionenpolitik)

logotype Signet n, Titelzeichen n, Titelabdruck m, Titelkarte/, Titelgraphik/, Markenzeichen n, Warenzeichen n, Firmenschriftzug m longseller Longseller m

Der in einer Preisliste angesetzte Preis für eine Ware oder eine Dienstleistung.

Ein Produkt (meist Buch), das sich über einen langen Zeitraum hinweg gleichermaßen gut verkauft.

299 loose market Käufermarkt m (Wirtschaftslehre/Marketing) Ein Markt, der dadurch charakterisiert ist, daß die Nachfrager (Käufer) im Vergleich zu den Anbietern (Verkäufern) einen Einfiuß auf die Preise ausüben können, weil das Angebot die Nachfrage übersteigt.

Lorenz curve Lorenzkurve /, Einkommenverteilungskurve /, Konzentrationskurve / (Statistik/Wirtschaftslehre ) Eine graphische Technik zur Darstellung und Analyse relativer Konzentrationsverhältnisse, die von dem Amerikaner M. C. Lorenz zur Darstellung der Einkommensverhältnisse verwendet wurde. In die Abszisse wird die kumulierte Zahl (Prozentzahl) der Einkommensempfänger, in die Ordinate der auf den jeweiligen Anteil der Einkommensempfänger entfallende Anteil an allen erzielten Einkommen eingetragen.

loss leader eigentl Verlustanführer m Warenköder m, Lockangebot n, Köder m, Werbeangebot n, billiges Sonderangebot η (Marketingplanung) Ein besonders billiges Warenangebot, das meist unter Selbstkostenpreis angeboten wird und lediglich dazu dient, Kunden anzulocken,

loss leader pricing kalkulatorischer Ausgleich m, Ausgleichskalkulation /, Mischkalkulation /, preispolitischer Ausgleich m (Marketing) Eine Preispolitik des Handels, die gezielt bei Teilen des Angebots oder des Sortiments, bei Einzelleistungen oder Einzelabteilungen oder in begrenzten Zeitperioden Gewinneinbußen in Kauf nimmt, um durch die umsatzsteigernde Wirkung, die dies auf das übrige Angebot, das übrige Sortiment usw. hat (die

luxury product mit entsprechend höheren Spannen kalkuliert werden), die Einbußen wieder zu kompensieren bzw. überzukompensieren.

low-interest product Low-interest-Produkt n, Low-involvement-Produkt η Ein Konsumgut, dem die Verbraucher im allgemeinen nur ein geringes Interesse entgegenbringen. Die „low-interest products" zählen meist zu den „convenience goods". Sie werden oft auch als „lowinvolvement products" bezeichnet.

low-involvement product —» low-interest product low-margin, low-price store Kleinpreisgeschäft η, Juniorwarenhaus η (Einzelhandel) Eine Betriebsform des Einzelhandels, deren Sortiment ausschließlich nach dem Gesichtspunkt des niedrigen Preises gestaltet wird und vorwiegend aus Waren besteht, die von Warenhäusern entweder gar nicht oder nur im Randsortiment gefuhrt werden.

low-price store —> penny store luring away (of customers, of personnel) Abwerbung/, Abspenstigmachen η Der Versuch eines Wirtschafts- und vor allem eines Handelsunternehmens, einem Konkurrenzunternehmen Kunden abspenstig zu machen.

luxury good (meist pi luxury goods pi) Luxusprodukt η, Luxusware /, Luxusgut η, Luxusbedarf m (Marketing) Eine Ware höchster Qualität und meist hoher Preise, die ausschließlich der Deckung eines Zusatzbedarfs dient.

luxury product —» luxury good

Μ

macro marketing Makro-Marketing η Eine Orientierung des Marketingkonzepts, die sich vom rein ökonomischen Verständnis des Marketing löst und es statt dessen als die Gesamtheit der sozialen Austauschprozesse zwischen Individuen und Gruppen versteht. Spezifikum des Makro-Marketing ist vor allem die Ausdehnung auf den Austausch nichtmaterieller Ressourcen, so daB sich die Aktivitäten z.B. politischer Parteien und Gruppierungen oder gesellschaftlicher Gruppen wie z.B. Kirchen, Kirchenmarketing, als Transaktionen im Sinne dieses einen Schrittts hin auf das Metamarketing darstellenden Verständnisses als Marketing betrachten lassen. M a d r i d C o n v e n t i o n M a d r i d e r A b k o m m e n n, Madrider Markenabkommen η Es handelt sich hierbei um zwei gleichzeitig, am 14. April 1891, geschlossene internationale Abkommen, das „Abkommen über die Unterdrückung falscher oder irreführender Herkunftsangaben auf Waren", dessen letzte Revision am 31. Oktober 1958 in Lissabon erfolgte (BGBl 1 1961 Π 273 u. 293; 1963 Π 1076) und das „Abkommen Uber die internationale Registrierung von Fabrik- und Handelsmarken" in der Nizzaer Fassung vom 15. Juni 1957 (BGBl 1 1962 Π 125). Magnusson-Moss FTC Improvements Act amerikanisches Ergänzungsgesetz η über die Handelsbehörde Ein Gesetz aus dem Jahr 1975, das die Befugnisse der Federal Trade Commission (FTC) bei der Überwachung von Mogelpackungen, Packungsauszeichnungen und Spielzeugwerbung erweiterte, mail o r d e r 1. Postbestellung / , postalische B e s t e l l u n g / , Postversand m, Mail-Order m 2. Versandhandel m, Versandhaushandel m (Einzelhandel) —» mail-order trade m a i l - o r d e r business 1. —» mail-order h o u s e 2. —» mail-order trade m a i l - o r d e r catalog (brit mail-order catalogue) Versandhauskatalog m Ein gedrucktes Werbemittel, mit dessen Hilfe einem bestimmten Empfänger- und Interessentenkreis eine möglichst lückenlose Information über ein Warenangebot eines Versandhändlers in Bild und Text dargeboten wird, m a i l - o r d e r firm —» mail-order house m a i l - o r d e r h o u s e Versandgeschäft η, Versandhaus η, Versandhandelsunternehmen η (Einzelhandel) m a i l - o r d e r selling Versandhandelsverkauf m, Versandhandel m, Postverkauf m, Mail-OrderVerkauf m (Einzelhandel) Eine bestimmte Operationstechnik bzw. Bedie-

nungsform, derer sich Wirtschaftsunternehmen verschiedener Wirtschaftsstufen bedienen können, die nicht nur gelegentlich, sondern gezielt und fortwährend Letztverbrauchern Konsumgüter und/oder Dienstleistungen auf schriftlichem und/oder mündlichem Wege anbieten, die Bestellungen schriftlich oder telefonisch, teilweise auch durch Einschaltung von Kontaktstellen (Vertreter, Agenturen, Katalogbüros) entgegennehmen und die bestellten Waren durch öffentliche oder private Verkehrsbetriebe bzw. durch eigene Transportmittel teilweise wiederum unter Einschaltung von Kontaktstellen an die Käufer ausliefern, m a i l - o r d e r t r a d e Versandhandel m, Versandgewerbe n, Versandhaushandel m (Einzelhandel) m a i n t e n a n c e m a r k e t i n g Erhaltungsmarketing η Eine Aufgabe des Marketingmanagement, die der Konstellation der optimalen Nachfrage entspricht und darauf zielt, die Erosion der optimalen Nachfrage durch sich verändernde Bedürfnisse, Geschmacks· und Moderichtungen und durch die möglichen Aktivitäten von konkurrierenden Anbietern aktiv zu verhindern, majority fallacy Mehrheitsfehlschluß m, Mehrheitstrugschluß m, Mehrheitsirrtum m (Marktforschung/Marketing ) Ein fundamentaler Fehlschluß, der bei der Lancierung neuer Produkte zu beobachten ist und darin besteht, aufgrund von Verbraucherbefragungen eine Marke auf den Markt zu bringen, die in ihren charakteristischen Eigenschaften der Mehrheit der Konsumenten gefällt, ohne daB dabei sichergestellt ist, daß die neue Marke unverwechselbar von anderen, bereits existierenden Marken abgehoben ist und nicht einer Reihe anderer Marken ähnelt, m a k e Fabrikat n, Typ m, M a c h a r t / , M a r k e / (vorwiegend bei Automobilen), Produkt η, Erzeugnis η m a k e o r b u y —» make-or-buy decision m a k e - o r - b u y decision Make-or-buy-Entscheidung f (Betriebswirtschaft/Marketingplanung) Die Entscheidung eines Herstellers bei der Gestaltung seines Produktionsprogramms, ob ein konkretes Produkt (oder einzelne seiner Bestandteile) im eigenen Unternehmen hergestellt („make") oder durch Zukauf („buy") in das Programm genommen werden soll, makeup Ausstattung/ Die Gesamtheit der das Erscheinungsbild und die spezifischen Charakteristika einer Ware ausmachenden Gestaltungsmerkmale wie Form, Farbe, Verpackung usw., die sie in ihrer Einzigartigkeit mehr oder minder deutlich von anderen Waren absetzen

301 und ihre Herkunft aus einem bestimmten Unternehmen erkennen lassen. m a k e u p test Ausstattungstest m (Marktforschung) Ein Produkttest, mit dessen Hilfe die Anmutungsqualität verschiedener Ausstattungsversionen eines Produkts überprüft wird. Dabei wird versucht, sowohl das Gewicht verschiedener Ausstattungsmerkmale wie die unterschiedliche Wirkung alternativer Ausstattungen zu testen. vgl. package test mall E i n k a u f s z e n t r u m n, E i n k a u f s z o n e / , Einkaufsstraße/, Fußgängerzone/, Gemeinschaftswarenhaus n, Kollektivwarenhaus n, K a u f mannswarenhaus η (Einzelhandel) Eine Betriebsform des Einzelhandels, die durch die räumliche und organisatorische Kooperation mehrerer selbständiger, nicht miteinander konkurrierender Einzelhandelsunternehmen (Fach- und Spezialgeschäfte; Handwerks- und Dienstleistungsbetriebe) in einem Warenhaus charakterisiert ist, dessen einzelne Fachabteilungen von den kooperierenden Unternehmen in eigener Regie und nach einheitlichem Konzept geführt werden. management Management η Sowohl die Institution wie die Funktion, der Personenkreis und die Methoden der verantwortlichen und zielorientierten Leitung, Planung und Organisation von Organisationen und insbesondere von Wirtschaftsuntemehmen. managerial consultation B e t r i e b s b e r a t u n g / Die Aktivitäten der Führungs- und Managementberatung durch außerbetriebliche Institutionen, die als ein Brückenschlag zwischen Forschung und Betriebspraxis die Nutzung und Anwendung neuer Erkenntnisse, Erfahrungen und Verfahren vermitteln und so dazu beitragen, die Leistungsstruktur vor allem von Klein- und Mittelunternehmen, die nicht selbst über entsprechende Forschungsstellen verfügen, zu verbessern. managerial m a r k e t i n g U n t e m e h m e n s m a r k e ting n, F i n n e n m a r k e t i n g η Die bloße „Vermarktung" von Produkten und Dienstleistungen. vgl. social marketing manifestations of d e m a n d (manifestations of want) Bedarfsäußerungen f/pl (Wirtschaftslehre) Die sich als Folge der Auswirkungen von Bedarfsfaktoren am Markt zeigenden unmittelbaren Bedarfserscheinungen, d.h. das äußerlich Wahrnehmbare am Bedarfsvorgang, das sich bei den einzelnen Bedarfsträgern zeigt. to m a n i p u l a t e 1. v/t manipulieren, künstlich beeinflussen 2. v/i manipulieren manipulation Manipulation/, Manipulierung/, M a c h e n s c h a f t / zweifelhaftes M a n ö v e r η (Psy-

marginal revenue

chologie/Kommunikationsforschung/Marktpsychologie) Entweder die mißbräuchliche Beeinflussung des Konsumentenverhaltens durch Irreführung der Verbraucher oder die von den Konsumenten nicht bewußt durchschaute bzw. nicht bewußt kontrollierte und daher zwanghafte wirkende Steuerung ihres Verhaltens, manipulator Manipulator m m a n u f a c t u r e r ' s a g e n t Ein-Firmen-Vertreter m (Außendienst) Ein selbständiger Handelsvertreter, der ständig nur für eine einzige Firma arbeitet und daher in seinem Status in vielerlei Hinsicht einem Reisenden sehr ähnlich ist. vgl. m a n u f a c t u r e r ' s salesman m a n u f a c t u r e r ' s b r a n d F a b r i k m a r k e / , Herstellermarke / , Industriemarke / (Marketing) Ein im Gegensatz zur Handelsmarke auf den Namen des Herstellers einer Ware eingetragenes Warenzeichen, das in rechtlicher Hinsicht einer Handelsmarke gleichgestellt ist. Es handelt sich um ein eigenes Warenzeichen der Herstellerfirma. —* national brand m a n u f a c t u r e r ' s price —> factory price, ex works price m a n u f a c t u r e r ' s s a l e s m a n Reisender m, H a n d lungsreisender m (Außendienst) vgl. m a n u f a c t u r e r ' s agent m a r g i n a l analysis M a r g i n a l a n a l y s e / (Wirtschaftslehre) Eine Form der der ökonomischen Theoriebildung, die mit Hilfe der Methoden der Infinitesimalrechnung die Zusammenhänge zwischen mehreren Variablen bei Änderung einer als Einfiußgröße betrachteten Variablen um eine infinitesimale Quantität analysiert. m a r g i n a l enterprise Grenzanbieter m, Grenzbetrieb m (Wirtschaftslehre) In der Preistheorie ein Anbieter, dessen Grenzkosten gleich den Durchschnittskosten und diese gleich dem Preis sind, marginal product Grenzprodukt η (Wirtschaftslehre) Der Wert eines Grenzprodukts ist gegeben durch den Zuwachs zum Gesamtprodukt, der sich bei Vermehrung der Einsatzmenge eines Produktionsfaktors und Konstanz aller anderen Faktoren ergibt, m a r g i n a l rate of substitution G r e n z r a t e / der Substitution (Wirtschaftslehre) Der Differentialquotient, der die Menge eines Gutes angibt, auf die ein Konsument verzichten muß, um durch eine entsprechende Erhöhung der Menge eines anderen des Gutes um eine infinitesimale Einheit denselben Nutzen wie bei unveränderten Mengen des ersten und des zweiten Gutes zu erzielen, m a r g i n a l r e v e n u e ( M R ) Grenzerlös m Das Produkt des Verkaufspreises der Erzeugnisse eines Unternehmens und der Absatzmenge, die über die Nachfragefunktion vom Preis abhängt.

marginal revenue function marginal revenue function Grenzerlösfunktion f (Wirtschaftslehre) —> marginal revenue marginal utility Grenznutzen m (Wirtschaftslehre/Mediaforschung) Die Änderung des Gesamtnutzens, die sich für eine gegebene Güterkombination bei Erhöhung des Konsums eines Gutes um eine infinitesimale Einheit ergibt.

mark 1. Merkmal n, charakteristisches Merkmal n, Kennzeichen n, Charakteristikum η 2. Zeichen n, Merkzeichen n, Markierung/, Orientierungszeichen η 3. (Fabrik-, Waren-, Handels-) Zeichen n, (Waren-)Auszeichnung / , (Handels-)Marke / , Schutzmarke/, to mark 1. v/t markieren, kennzeichnen, bezeichnen 2. v/i ein Markierungszeichen machen, markieren markdown Preissenkung / , Preisreduktion / , Preisherabsetzung / (Wirtschaftslehre/Marketing/Verkaufsförderung ) vgl. markup to mark down v/t (im Preis) herabsetzen, heruntersetzen, reduzieren (Wirtschaftslehre/Marketing/Verkaufsförderung ) vgl. to mark up market Markt m (Wirtschaftslehre) Der ökonomische Ort des Aufeinandertreffens von Angebot und Nachfrage, an dem Güter und Dienstleistungen ausgetauscht werden und die Preisbildung sich vollzieht,

marketability Marktreife f (Marketing) Das Stadium in der Produktentwicklung, bei der das Produkt qualitativ, preislich und technisch so weit entwickelt ist, daß es in seiner Gestaltung den Konsumentenwünschen entspricht und daher auf den Markt gebracht werden kann,

market acceptance Marktakzeptanz / (Marketing) Die positive Aufnahme von Innovationen, neuen Produkten, Designs, Bewertungsmaßstäben, Werten oder Kommunikationsinhalten wie z.B. Werbebotschaften durch diejenigen, an die sie gerichtet sind (potentielle Käufer, Umworbene, potentielle Nutzer usw.).

market analysis Marktanalyse / , Marktuntersuchung / (Betriebswirtschaft/Marktforschung) Die Untersuchung der räumlichen Marktstruktur,

302 vant erklärt und von den Erwartungen ausgeht, die die Anbieter über die Reaktionen der Abnehmer und der Konkurrenten auf preis- oder mengenpolitische Maßnahmen hegen.

market capital akquisitorisches Potential n, Marktkapital η (Wirtschaftslehre/Marketing) Die Fähigkeit eines Wirtschaftsuntemehmens, Abnehmer für seine Güter und/oder Leistungen sowohl anzuziehen wie festzuhalten,

market challenger (Marketing)

Marktherausforderer

m

Ein Unternehmen, das entweder neu auf einen Markt vordringt und allen anderen, auf demselben Markt bereits etablierten Unternehmen Marktanteile streitig macht (bzw. zu machen versucht) oder ein auf einem Markt bereits über einen mehr oder minder hohen Marktanteil verfügendes Unternehmen, das den Versuch unternimmt, die Position des Marktführers zu erringen.

vgl. market leader market composition Marktstruktur / , Marktzusammensetzung / (Wirtschaftslehre) —> market structure market coverage Marktabdeckung / (Marketing/Marketingplanung ) market coverage strategy Marktabdeckungsstrategie / (Marketing/Marketingplanung) Eine Marktstrategie, die auf die Erringung der Position der Marktführung zielt.

market coverage intensity Marktabdeckung / (Marketing/Marketingplanung) market development category development market development index —> category development index market differentiation Marktdifferenzierung / (Wirtschaftslehre/Marketing/Marketingplanung) Ein Vorgehen in der Marketingpolitik eines Unternehmens, das auf die Gliederung des Gesamtmarkts nach bestimmten Merkmalen und Gesichtspunkten in Teilbereiche und die Berücksichtigung der unterschiedlichen Ausprägungsformen des Bedarfs dieser Teilbereiche hinausläuft.

market event Marktveranstaltung / schaftslehre)

(Wirt-

Eine institutionalisierte Gelegenheiten des Zusammentreffens von Anbietern und Nachfragern zur Anbahnung und zum Abschluß von Geschäftsvereinbarungen sowie zur Gewinnung von Informationen und zur Pflege von Beziehungen und Kontakten.

market audit Markterhebung / (Betriebswirtschaft/Marktforschung) market behavior (brit market behaviour) Marktverhalten n, Marktverhaltensweise / (Wirtschaftslehre/Marketing)

market experiment Marktexperiment η (Marktforschung) market exploration Markterkundung / (Marktforschung)

Eine behavioristisch orientierte Theorie, die in bewußtem Gegensatz zur morphologischen Marktformenlehre die Zahl und Größe der Anbieter für irrele-

Die unsystematische, eher gelegentlich und mehr oder minder willkürlich und provisorisch durchgeführte Untersuchung des Marktes.

marketing decision

303

market forecast Marktprognose / (Marketing/ Marktforschung)

marketing assessment Marketingfolgen-Bewertung/, Marketing-Assessment η

Eine begründete Aussagen über mögliche oder wahrscheinliche zukünftige Marktereignisse oder -Sachverhalte.

Ein Konzept der frühzeitigen Reflektion und Bewertung sowohl der Folgen geplanter Marketingstrategien wie der sozialen Fernwirkungen des Marketing in einer im Wandel begriffenen Umwelt,

market form Marktform f re/Marketing)

(Wirtschaftsleh-

In der mikroökonomischen Preistheorie die Unterscheidung von Märkten nach der Zahl der Anbieter und Nachfrager, der Verhaltensweise der Anbieter gegenüber den Konkurrenten und den Nachfragern und dem Ausmaß der Fühlbarkeit der Konkurrenz,

marketing audit Marketing Audit η, Marketingrevision /

market form of demand Nachfrageform / (Wirtschaftslehre) market form of supply Angebotsform f (Wirtschaftslehre)

Eine im Rahmen der Marketiiigkontrolle periodisch durchgeführte, systematische und umfassende Überprüfung und Bewertung des gesamten Marketingsystems eines Wirtschaftsunternehmens oder einer anderen, Marketing betreibenden Organisation mit dem Ziel der Aufdeckung von Problembereichen und Entwicklungsmöglichkeiten sowie der Erstellung eines Konekturmaßnahmenplans zur Verbesserung der Marketingleistung,

Eine nach der Zahl der Anbietenden differenzierte Marktform des Angebots, die mit den in ähnlicher Weise differenzierten Nachfrageformen in der Praxis die marktwirtschaftliche Situation des einzelnen Wirtschaftsuntemehmens bestimmt,

marketing campaign Marketingkampagne /, Absatzkampagne/, Absatzfeldzug η marketing concept Marketingkonzept η —» marketing philosophy marketing consultancy Marketingberatung/

market index —> category development index, market indicator market indicator Marktindikator m, Markt-

index m (Marketing/Marktforschung) Eine Kennzahl oder ein Index, die oder der als Indikator auf Vorgänge und Gegebenheiten des Marktes gewertet wird, für die direkte Beobachtungen und Daten nicht vorhanden sind, m a r k e t i n g Marketing n, Absatzpolitik / 1. Die Lehre vom Absatz und vom Handel in den Verkäufermärkten der Knappheitswirtschaft, also in Märkten, die durch eine das Angebot übersteigende Nachfrage charakterisiert sind. 2. Eine Grundhaltung in der Unternehmensfühning, „die sich mit konsequenter Ausrichtung aller mittelbar oder unmittelbar den Markt berührenden Entscheidungen an den evidenten Erfordernissen und Bedürfnissen der Verbraucher (Marketing als Maxime), mit dem Bemühen um Schaffung von Präferenzen und damit Erringung von Wettbewerbsvorteilen durch gezielten Einsatz des absatzpolitischen Instrumentariums (Marketing als Mittel) und mit der systematischen, moderne Techniken nutzenden Entscheidungsfindung (Marketing als Methode) umschreiben läßt" (Robert Nieschlag/Erwin Dichtl/ Hans Hörschgen). 3. Eine Konzeption der Untemehmensführung vom Markt her, die davon ausgeht, daß alle Untemehmensaktivitäten auf die Bedürfnisse, Wünsche und Gewohnheiten der Konsumenten ausgerichtet sein müssen.

marketing adviser Marketingberater η, Absatzberater η —> marketing consultancy marketing agency Marketingagentur /, Absatzagentur/, Verkaufsagentur / marketing area Marketinggebiet η, Absatzgebiet η

Die kontinuierliche oder punktuelle, durch in Fachverbänden institutionalisierte Beratungsstellen, durch freiberuflich tätige Berater (Marketing Consultants) oder Marketinggesellschaften ausgeübte Beratung von Wirtschafisuntemehmen bei der Entwicklung von Marketingkonzeptionen, der Gestaltung der Marketingorganisation und dem Einsatz der Marketinginstrumente im Rahmen des Marketing-Mix.

marketing consultant Marketingberater η, Absatzberater η marketing control Marketingkontrolle /, Marketing-Controlling η Die systematische, kritische und unvoreingenommene Prüfung und Beurteilung der grundlegenden Ziele und der Politik des Marketing einschließlich der Organisation, der Methoden und der eingesetzten Arbeitskräfte, mit denen Marketingentscheidungen verwirklicht und Marketingziele erreicht werden sollen.

marketing controlling Marketing-Controlling η Die Steuerung, Koordinierung und Überwachung des gesamten Marketinggeschehens,

marketing cooperative Marketing-Gemeinschaft /, Marketinggenossenschaft / Sammelbezeichnung für alle Formen der horizontalen oder vertikalen Kooperation zwischen Unternehmen bei der Planung und Durchführung ihrer Marketingaktivitäten,

marketing decision Marketingentscheidung / fMarketing/Entscheidungstheorie) In wachsendem Umfange werden zur Lösung von Entscheidungsproblemen im Marketing Modelle und Theoreme der Entscheidungstheorie angewandt. Dabei lassen sich im Marketing ebenso wie in allen anderen Bereichen Entscheidungen unter Sicherheit (deterministischer Fall), Entscheidungen unter

304

marketing department Risiko (stochastischer Fall) und Entscheidungen unter Unsicherheit (verteilungsfreier Fall) unterscheiden.

marketing department Marketingabteilung/ marketing director Marketingdirektor η Der Leiter einer Marketingabteilung,

marketing environment Marketingumwelt / Die Gesamtheit der Kräfte und Organisationen außerhalb eines Unternehmens selbst, die für sein Marketing potentiell relevant sind,

marketing expert Marketingexperte η, Marketingfachmann η marketing index Absatzkennzahl /, Absatzkennziffer f (Statistik) Gliederungs- oder Verhältniszahlen, die als Indikatoren absatzwirtschaftlich relevante Informationen für betriebswirtschaftliche Dispositionen in bezug auf bestimmte Absatzmärkte enthalten und mit deren Hilfe es Unternehmen ermöglicht werden soll, ihre Absatzfunktionen zu erfüllen,

marketing industry Absatzwirtschaft / Die Gesamtheit aller Einrichtungen und Bemühungen, die der Übertragung von Gütern und Dienstleistungen der Produktionswirtschaft (im wesentlichen Landwirtschaft, Industrie, Handwerk) an die Verwender produktiver (Betriebe) oder konsumtiver Art (Haushaltungen) gewidmet sind,

marketing information Marketinginformation / marketing information system Marketing-Informations-System (MAIS) η (Betriebswirtschaft) Ein computergestutztes Informationssystem, dessen Aufgabe es ist, die für konkrete Fragestellungen im angewandten Marketing erforderlichen Informationen einschließlich ihrer Verknüpfungen so problembezogen aufbereitet wie möglich zu vermitteln,

marketing instrument Marketinginstrument η marketing instruments pi Marketinginstrumentarium η, absatzpolitische Instrumente n/pl Das Bündel von Maßnahmen („Politiken"), das den Anbietern von Gütern und Leistungen zur Erreichung ihrer Marketingziele zur Verfügung steht,

marketing intelligence Marketinginformation /, Marketinginformationen f/pl (Betriebswirtschaft/Marketingplanung) marketing logistics pl (als sg konstruiert) Marketinglogistik/, physische Distribution/

wicklung, der Organisation und personellen Besetzung von Plänen, der Überwachung von Marketingoperationen und der Kontrolle der Marketingleistung.

marketing manager Marketingmanager η, Marketing-Direktor η, Marketingleiter η Der Leiter der Marketingabteilung eines Wirtschaftsuntemehmens.

marketing mix Marketing-Mix η Die spezifische, und nicht notwendig optimale Kombination der Marketinginstrumente und der einzelnen Aktionsparameter aus den Bereichen der Produktpolitik (Produkt-Mix), der Distributionspolitik (Distributions-Mix), der Kontrahierungspolitik (Kontrahierungs-Mix) und der Kommunikationspolitik (Kommunikations-Mix).

marketing model Marketingmodell η, Absatzmodell η (Wirtschaftslehre/Marktforschung) marketing model method —> operations research method marketing objective Marketingziel η, Zielsetzung/des Marketing (Marketingplanung) Die im Rahmen der Marketingplanung aus den Gesamtzielen eines Wirtschaftsunternehmens abzuleitenden, für das Marketing entwickelten Zielvorgaben in Einzel- und Teilziele für die einzelnen Organisations· und Funktionsbereiche eines Unternehmens.

marketing organization (brit organisation) Marketingorganisation / Die institutionelle Verankerung des Marketingkonzepts im Unternehmen,

marketing philosophy Marketingphilosophie/, Marketingkonzept η Die Vorstellung, daß den Interessen eines Produzenten am besten gedient ist, wenn er alle seine Anstrengungen darauf richtet, die Bedürfnisse und Wünsche der Verbraucher optimal zu befriedigen und nicht einfach seine Erzeugnisse um jeden Preis zu verkaufen,

marketing plan Marketingplan η marketing planning Marketingplanung/ Der Teilbereich der Gesamtplanung eines Wirtschaftsuntemehmens, der den Einsatz der im Rahmen der Marketingziele marktwirksamen Instrumentalvariablen und die dabei zu wählenden Mittel und Wege (Marketingstrategie) plant,

marketing policy Marketingpolitik/ Die Gesamtheit der aktiven Gestaltungsmaßnahmen und -Strategien im Rahmen des Marketing,

Der Bereich der Distribution, dessen Aufgabe es ist, die richtige Menge der richtigen Warenart zu dem Ort und zu der Zeit zu optimalen Kosten zur Verfügung zu stellen, wenn eine Nachfrage besteht,

marketing research Marketingforschung/, Absatzforschung/

marketing man —» marketing expert marketing management Marketingmanagement η

Die systematische Gewinnung und Analyse von Informationen zur Erkennung und Lösung von Problemen im Bereich des Marketing,

Die Planung, Durchführung und Kontrolle der gesamten Marketingaktivitäten einer Firma, einschließlich der Formulierung von Marketingzielen, -grundsätzen, -Programmen und -Strategien und üblicherweise auch unter Einschluß der Produktent-

marketing research director Marktforschungsleiter m marketing strategy Marketingstrategie /, Absatzstrategie / (Marketingplanung) Die zur Erreichung der Marketingziele einzusetzen-

305 den langfristigen Maßnahmenkomplexe, d.h. die für den Einsatz konkreter Mittel und Maßnahmen langfristig geltenden Handlungsmaximen, m a r k e t i n g tactics pl (als sg konstruiert) Marketingtaktik / (Marketingplanung) Die in den operativen Aktivitäten manifeste Taktik, mit der die von einem Unternehmen angestrebten Ziele erreicht werden sollen. vgl. marketing strategy m a r k e t investigation M a r k t u n t e r s u c h u n g / , Marktstudie / (Marktforschung) m a r k e t leader M a r k t f ü h r e r η (Wirtschaftslehre/Marketing) Ein Unternehmen, das mit einem Gut, einem Produkt oder einer Leistung auf dem Markt einen größeren Marktanteil als alle mit ihm um Marktanteile auf demselben Markt konkurrierenden Unternehmen hat. vgl. market challenger m a r k e t m a p p i n g —> m a r k e t m a p p i n g study m a r k e t m a p p i n g study g e o g r a p h i s c h e Darstellung / von B e f u n d e n einer M a r k t u n t e r s u c h u n g (Marktforschung) m a r k e t niche Marktnische / , Marktlücke / (Marktpsychologie) Ein Bereich innerhalb eines Absatzmarkts, bei dem ein bestehender Bedarf durch das vorhandene Angebot nicht oder unzureichend gedeckt wird. Der bestehenden Nachfrage steht entweder überhaupt kein oder ein die Nachfrage nicht vollkommen befriedigendes Angebot gegenüber, market observation Marktbeobachtung / (Marktforschung) Die kontinuierliche Untersuchung von Marktvorgängen mit Hilfe der Methoden der Marktforschung im Zeitverlauf, m a r k e t p a r t n e r relationships pl Marktseitenverhältnisse n/pl (Wirtschaftslehre) Die Beurteilung der Beziehungen zwischen Marktpartnern im Zusammenhang der Marketingpolitik und der Marktstrukturen und des Marktverhaltens danach zurück, wie die Nachfrager die Anbieter und die Anbieter die Nachfrager betrachten, m a r k e t penetration M a r k t d u r c h d r i n g u n g / , Marktpenetration / , Marktdurchdringungstrateg i e / , Marktpenetrationsstrategie / , Penetrationsstrategie / , Politik / der Marktdurchdringung, Politik / der Marktpenetration (Marketingplanung) Eine Preispolitik bei der Einführung neuer Produkte, die im Gegensatz zur Abschöpfungsstrategie (skimming) in der Festsetzung eines niedrigen Einführungspreises besteht, m a r k e t penetration m o d e l Marktdurchdringungsmodell η, Marktpenetrationsmodell η (Marketingplanung/Marktpsychologie) Sammelbezeichnung für eine Reihe von Modellen zur Prognose von Marktanteilen und Erstkäufen, in denen der Anteil der Käufer, die ein Produkt we-

market research nigstens einmal gekauft haben, als Durchdringung oder Marktdurchdringung bezeichnet wird, die im Zeitverlauf einen Grenzwert annimmt. Marktpenetrationsmodelle dienen z.B. zur Abschätzung künftiger Marktanteile in Testmärkten, m a r k e t p e r f o r m a n c e Absatzleistung / , M a r k t leistung / ( M a r k e t i n g ) Die Gesamtleistung, die beim Absatz eines Erzeugnisses, eines Produkts oder einer Dienstleistung dem Käufer zugutekommt bzw. auf ihn übergeht, market period Marktperiode / , Angebotsperiode/, N a c h f r a g e p e r i o d e f (Wirtschaftslehre) Die Zeitspanne, während derer ein einzelnes Produkt oder eine Produktgruppe gewöhnlich am Markt und mithin Gegenstand von Angebot und Nachfrage ist. marketplace Markt η m a r k e t p l a c e t r a d e M a r k t h a n d e l n, M e ß h a n d e l η (Wirtschaftslehre) Der Handel auf einem örtlich konzentrierten Gebiet einem Marktplatz, der in der Regel in festgelegten Zeitabständen und für eine festgelegte Zeitdauer stattfindet, market planning Marktplanung/ m a r k e t position (Wirtschaftslehre) Marktposition / , Marktstellung / (Wirtschaftslehre) m a r k e t potential Marktpotential n, A b s a t z p o tential η (Wirtschaftslehre/Marketing) Die Höchstmenge der Einheiten eines Gutes (Absatzpotential) bzw. des Umsatzes (Marktpotential), die ein Wirtschaftsuntemehmen erzielen könnte, wenn alle mit der erforderlichen Kaufkraft ausgestatteten potentiellen Konsumenten die Produkte oder Leistungen des Unternehmens kaufen würden, market power Marktmacht / (Wirtschaftslehre/Wettbewerbstheorie/Marktpsychologie) Der Grad der Marktbeherrschung (als Gradmesser der Abwesenheit von Wettbewerb) durch eine Marktpartei, dank dessen diese einer anderen Marktpartei trotz formaler Gleichstellung (Anbieter/Nachfrager; Arbeitgeber/Arbeitnehmer) wirtschaftlich überlegen ist. m a r k e t price Marktpreis η (Wirtschaftslehre) Ein allein aufgrund des Wechselspiels von Angebot und Nachfrage auf dem Markt sich bildender Preis, m a r k e t profile Marktprofil n, Profil η eines Markts, Maiktsiiuktui f (Marktforschung) m a r k e t p r o g n o s i s (pl p r o g n o s e s ) M a r k t p r o g nose / —> market forecast market psychology Marktpsychologie /, Psychologie / des Marktes, p s y c h o l o g i s c h e Marktanalyse / Ein Teilgebiet der angewandten Psychologie und hier der Wirtschaftspsychologie, das sich mit den psychologischen Gesetzlichkeiten der Nachfrage und des Angebots und deren Verhältnis zueinander beschäftigt, market research M a r k t f o r s c h u n g / Eine systematische, empirische Untersuchungstätig-

m a r k e t r e s e a r c h adviser keit mit dem Zweck der Informationsgewinnung oder -Verbesserung über objektiv bzw. subjektiv bedingte Markttatbestände und -phänomene als Grundlage beschaffungs- und absatzpolitischer Entscheidungen. m a r k e t r e s e a r c h adviser Marktforschungsberater η —> market research consultant m a r k e t r e s e a r c h consultant Marktforschungsberater η Ein freiberuflich tätiger Berater, der seine Kenntnisse in der Marktforschung bei der Anlage und Auswertung von Marktforschungsuntersuchungen für ein Unternehmen als Mittler zwischen dem Unternehmen und einem mit der Durchführung von Erhebungen beauftragten Marktforschungsinstitut zur Verfügung stellt, market research department Marktforschungsabteilung / Eine für die betriebliche Marktforschung in einem Unternehmen verantwortliche Abteilung, m a r k e t r e s e a r c h e r Marktforscher η m a r k e t research institute Marktforschungsinstitut η m a r k e t resistance Marktwiderstand m (Marktpsychologie) Die Gesamtheit der Hemmnisse, die sich der Einführung neuer Produkte am Markt entgegenstellen, m a r k e t r e s p o n s e Marktreaktion / , Reaktion / des Marktes m a r k e t r e s p o n s e c u r v e Marktreaktionskurve / , Reaktionskurve / des M a r k t e s (Marktpsychologie/Marktforschung ) m a r k e t response f u n c t i o n Marktreaktionsf u n k t i o n / , R e a k t i o n s f u n k t i o n / d e s Marktes, Response Function f (Marktpsychologie/'Marktforschung) Eine Funktion, die den Zusammenhang zwischen Inputgrößen des Marktes und Outputgrößen des Marktes wiedergibt, m a r k e t satiation —» m a r k e t saturation m a r k e t saturation Marktsättigung / , Sättigung / des Markts (Wirtschaftslehre/Wettbewerbstheorie) Der Markt für ein bestimmtes Gut ist gesättigt, wenn alle potentiellen Abnehmer es gekauft haben, die Nachfrage hinter dem Angebot zurückfällt, der Grenznutzen des Guts gleich Null ist und sein Absatz entweder stagniert oder auf den Ersatzbedarf beschränkt bleibt, das Marktpotential also erschöpft ist. m a r k e t s e g m e n t M a r k t s e g m e n t n, Teilmarkt η (Marketing/Marktforschung) —> market segmentation, s e g m e n t m a r k e t s e g m e n t a t i o n Marktsegmentierung / , Marktsegmentation / (Marketing/Marktforschung) Die Marketingstrategie der Marktsegmentierung besteht in der Gestaltung eines differenzierten Leis-

306 tungsprogramms eines Anbieters für mehrere homogene Teilmärkte (Marktsegmente). m a r k e t s e g m e n t a t i o n study Marktsegmentierungsuntersuchung / , Marktsegmentierungsstudie / ( M a r k t f o r s c h u n g ) m a r k e t selection Marktselektion / (Marketing/ Marketingplanung) Eine Variante der Marktsegmentation, die im vollkommenen Ausschluß bestimmter Marktsegmente bzw. der ausschließlichen Belieferung anderer Segmente besteht und im Extremfall bis zur bewußten und gezielten Diskriminierung einzelner Käufer oder Käufergruppen geht. m a r k e t share Marktanteil η (Marketing/Marktforschung/Wettbewerbstheorie) Eine Kennzahl, die über die Stellung eines Wirtschaftsunternehmens in seiner ökonomischen Umwelt Auskunft gibt und durch Angabe des Anteils (Prozentsatzes) der Leistung des Unternehmens an der Gesamtleistung aller am selben Markt operierenden Unternehmen zugleich einen Maßstab für Vergleiche mit den konkurrierenden Marktteilnehmern und einen Maßstab für die Entwicklung der eigenen Leistungseffizienz im Zeitverlauf darstellt. m a r k e t share m e t h o d Werbeanteils-Marktanteils-Methode / (der Budgetierung) (Marketing/ Marketingplanung) Ein Budgetierungsansatz, bei dem das Kommunikationsbudget in Abhängigkeit vom Marktanteil festgelegt wird. m a r k e t situation M a r k t l a g e / , Marktsituation / (Wirtschaftslehre/Wettbewerbstheorie) m a r k e t size M a r k t g r ö ß e / , U m f a n g η des Markts (Wirtschaftslehre/Wettbewerbstheorie) m a r k e t sociology M a r k t s o z i o l o g i e / , Soziologie / d e r Marktbeziehungen (Wirtschaftslehre) Der Bereich der Wirtschaftssoziologie, der mit den soziokulturellen Aspekten der Institution des Marktes befaßt ist und vor allem das Sozialverhalten der Marktteilnehmer, die soziokulturellen Bedingungen der Entstehung bestimmter Marktstrukturen und Zusammenhänge zwischen Markt und Sozialsystem zum Gegenstand der Untersuchung hat. m a r k e t split Marktspaltung / , Marktteilung / (Marketing/Marketingplanung) Die Aufspaltung des Marktes für ein Gut innerhalb einer Volkswirtschaft in mehrere Teilmärkte, auf denen das Gut im Gegensatz zu dem im Normalfall bestehenden Einheitsmarkt zu unterschiedlichen Preisen gehandelt wird. m a r k e t stage M a r k t s t u f e / (Wirtschaftslehre) 1. Je nach Wahl der Absatzwege durchläuft ein Produkt zwischen seiner Herstellung und seinem Verkauf an den Letztverbraucher verschiedene Stufen, Handelsstufen. 2. Eine je nach Betrachtungsrichtung in kundenorientierte, lieferantenorientierte und konkurrentenorientierte gegliederte Struktur.

307

mathematical programming

market structure Marktstruktur f (Wirtschaftslehre/Wettbewerbstheorie)

bestimmten geographischen Gebiet, einem Ort, einer Landschaft oder einem Land,

Das einigermaßen stabile, durch Gesetzmäßigkeiten charakterisierte Gefüge des Aufbaus und Ablaufs der Interaktionen zwischen den Anbietern und Nachfragern auf dem Markt,

markup Aufschlag m, Preisaufschlag m, Preiserhöhung / (Wirtschaftslehre/Marketing/Verkaufsförderung) to mark up v/t aufschlagen, (im Preis) heraufsetzen, erhöhen vgl. to mark down mass commodity Massengut η (Wirtschaftslehre)

market structure study Marktstrukturuntersuchung f (Marktforschung) market study Marktstudie /, Marktuntersuchung / (Marktforschung) market survey Marktbefragung /, Marktumfrage / (Marktforschung) market test Markttest η (Marktforschung) market transparence Markttransparenz / (Wirtschaftslehre/Wettbewerbstheorie) Die vollständige Überschaubarkeit des Marktes, des Angebots und der Nachfrage sowie aller Marktbedingungen und -Verhältnisse für alle Marktbeteiligten auf dem Gesamtmarkt ebenso wie auf Spezialmärkten.

market type Markttyp η re/Marketing)

(Wirtschaftsleh-

Eine mit Hilfe der Kriterien Marktteilnehmer, Kaufobjekte, Kaufanlässe, Träger der Kaufentscheidung, Kaufmotive und Kaufziele und Kaufpraktiken entwickelte Typologiem, die zwischen den Konsumentenmärkten (K-Märkten), den Produzentenmärkten (P-Märkten), den Wiederverkäufermärkten (WMärkten) und den Märkten der öffentlichen Betriebe oder staatlichen Märkten (Ö-Märkten) unterscheidet.

Industriegüter, die in großen Mengen hergestellt und verbraucht werden, ein hohes Gewicht, aber einen im Verhältnis zum Gewicht relativ geringen Wert haben (Kies, Kohle, Steine, Stahl), so daß bei ihrer Verwendung stets Transport- und Standortprobleme eine entscheidende Rolle spielen,

mass consumer good (meist pi mass consumer goods) Massengut η (Massengüter m/pl), Massenbedarfsartikel m, Massenbedarfsgut η, Massenprodukt η, Massenware / (Wirtschaftslehre) —» mass consumer good mass display window Stapelfenster η, Massenfenster η (Einzelhandel) Ein Schaufenster, das die Präsentation eines vollständigen Sortimentssegments eines Geschäfts darstellt und eine große Warenfiille zeigt,

mass merchandiser Kleinpreisgeschäft η, Juniorwarenhaus η (Einzelhandel) Eine Betriebsform des Einzelhandels, die deren Sortiment ausschließlich nach dem Gesichtspunkt des niedrigen Preises gestaltet wird und vorwiegend aus Waren besteht, die von Warenhäusern entweder gar nicht oder nur im Randsortiment geführt werden,

market typology Markttypologie / (Marktforschung) market unification Marktunifizierung / (Marketing/Marketingplanung)

mass product Massenprodukt η, Massenbedarfsgut η, Massenwaren f (Wirtschaftslehre)

Ein Vorgehen in der Marketingpolitik eines Unternehmens, das auf die einheitliche Behandlung des Gesamtmarkts und dementsprechend auf das Angebot lediglich einer einzigen Standardausführung des Produkts hinausläuft,

Ein Produkt, das für einen anonymen Märkte durch programmierte Produktionsprozesse in identischer Aufmachung und Ausstattung, in großen Mengen und in der Regel in Massenfertigung hergestellt wird.

market unit Markteinheit /, Marktelement η (Wirtschaftslehre/Marketing) market unity Markteinheit/, Einheitlichkeit/ des Marktes (Wirtschaftslehre/Wettbewerbstheorie) market volume Marktvolumen n, Marktumfang n. Umfang η des Markts (Wirtschaftslehre/Wettbewerbstheorie) Die tatsächlich von einer Unternehmensgruppe oder einer Branche abgesetzte Menge von Waren oder Leistungen bzw. die Gesamtheit der Umsätze,

market want Marktkapazität / (Wirtschaftslehre/Wettbewerbstheorie) Das Maß der Aufnahmefähigkeit eines Markts unabhängig von der Kaufkraft.

vgl. individual product mass retailer Massenfilialunternehmen (Einzelhandel)

η

Eine Betriebsform des Einzelhandels, die sich von einem normalen Filialunternehmen darin unterscheidet, daß sie einer anderen Größenordnung zuzurechnen ist. Von Massenfilialunternehmen spricht man vorwiegend bei Filialbetrieben des Sortimentseinzelhandels im Nahrungsmittelbereich, die mehr als zehn Filialen haben und hohe Umsätze erzielen,

masterpack Mehrfachpackung / (Einzelhandel/Großhandel) Das Angebot mehrerer zusammengepackter Einzelpackungen in Form einer Gesamtpackung (in der Regel mit einem niedrigeren Preis, als sich aus der Summe der Einzelpreise ergäbe),

vgl. market volume, market potential mark of origin geographische Warenbezeichnung/, Herkunftsbezeichnung/

mathematical programming mathematische Programmierung / (Entscheidungstheorie)

Der Hinweis auf die Herkunft einer Ware aus einem

Zu den im Rahmen der mathematischen Program-

308

matrix organization mierung entwickelten Entscheidungsmodellen, die auch in einigen Bereichen des Marketing und der Marktforschung, z.B. bei der Bestimmung des Marketing-Mix, Verwendung finden, zählt vor allem die lineare Programmierung sowie die nichtlineare Programmierung und die dynamische Programmierung.

matrix organization (brit matrix organisation) Matrixorganisation /, Matrixsystem η (Marketingorganisation ) In der Managementorganisation eine beschränkt hierarchische Zwischenform zwischen dem hierarchischen System der Linienorganisation und dem Stab-Linien-System.

matter Materie /, Material n, Stoff m, Substanz /. maturity stage Reifephase/(im Produktlebenszyklus) (Marketing) Die dritte Phase im Produktlebenszyklus, die dadurch charakterisiert ist, daB bei fortgesetzter Marktausdehnung die Zuwachsraten des Umsatzes und die Umsatzrentabilität des Produktes bereits abzusinken beginnen.

maverick Außenseiter m (Wirtschaftslehre/ Preispolitik) Ein Unternehmen, das sich den Bedingungen bei den Marktdispositionen und der Festsetzung von Preisen durch Kartelle und Interessenverbände widersetzt oder in monopolistischen Märkten den Preis des Monopolisten unterläuft oder als Anbieter eines Markenartikels an die für diesen allgemein geltende Preisbindung nicht gebunden ist.

maximax criterion Maximaxkriterium Maximaxregel / (Entscheidungstheorie)

n,

In der Entscheidungstheorie ein Kriterium fur Entscheidungen unter Unsicherheit (verteilungsfreier Fall), das die Wahl deijenigen Entscheidungsalternative nahelegt, die den maximalen Nutzen verspricht.

Korrelat das Ziel der Nutzenmaximierang gegenübersteht.

maximization of utility (brit maximisation of utility) Nutzenmaximierang / (Wirtschaftslehre/Wettbewerbstheorie) Unter marktwirtschaftlichen Wettbewerbsverhältnissen und speziell in der mikroökonomischen Haushaltstheorie wird generell angenommen, daß dem herausragendsten Ziel eines Wirtschaftsunternehmens, nämlich dem Ziel der Gewinnmaximierung auf der Seite der Verbraucherhaushalte das Ziel der Maximierung ihres subjektiven Nutzens gegenübersteht.

maya principle („most advanced yet acceptable") maya-Maxime/, maya-Schwelle / (Marketing/Produktpolitik) Das von dem Amerikaner Richard Loewy für das Design von Produkten als Faustregel formulierte Prinzip, daß mit neuen Produkten und neuen Gestaltungselementen, die etwa in der Mitte zwischen dem, was vertraut ist, und dem was vollkommen neuartig ist, liegen, die größten Verkaufserfolge und die größte Wirksamkeit und Beliebtheit erzielt werden. Die Formel ist abgekürzt aus „most advanced yet acceptable",

memo Memorandum n, Kurzbericht m, Notiz /, Aktennotiz/, Bericht m memory Gedächtnis η (Psychologie/Marktpsychologie) In der Psychologie bezeichnet Gedächtnis den Informationsspeicher eines Organismus, dessen Leistungen nach der Theorie des Lernens aus der Speicherung gelernter Inhalte (= Behalten) und ihrem Abruf (= Erinnerung) bestehen,

merchandise Handelswaren f/pl, Handelsgüter n/pl Waren f/pl, Kaufartikel m/pl (Wirtschaftslehre) Die realen, technisch hergestellten, natürlichen und zum Austausch bestimmten beweglichen Wirtschaftsgüter, die unmittelbar genutzt werden,

maximax rule Maximaxregel / (Entscheidungstheorie) maximin criterion Maximinkriterium n, Maximinregel / (Entscheidungstheorie)

merchandise assortment Warensortiment η (Einzelhandel/Großhandel)

Ein Kriterium für Entscheidungen unter Unsicherheit (verteilungsfreier Fall), das im Gegensatz zur extrem optimistischen Maximaxregel und zur extrem pessimistischen Minimaxregel die Wahl deijenigen Handlungsalternative nahelegt, durch die der minimale Nutzen maximiert wird,

merchandise broker Vermittlungsvertreter m (Außendienst)

maximin rule Maximin-Regel / (Entscheidungstheorie) —> maximin criterion maximization of profit Gewinnmaximierung / (Wirtschaftslehre/Betriebswirtschaft/Wettbewerbstheorie)

merchandise display window Stapelfenster η, Massenfenster η (Einzelhandel)

Unter marktwirtschaftlichen Wettbewerbsverhältnissen wird generell davon ausgegangen, daß die Erreichung des Gewinnmaximums das herausragende marktpolitische Ziel eines Wirtschaftsunternehmens ist, dem auf der Seite der Verbraucherhaushalte als

Die Gesamtheit aller Waren, Warenarten und Warengruppen, die Gegenstand des Angebots eines Handelsbetriebs sind,

Ein Handelsvertreter, der im Gegensatz zum Abschlußvertreter lediglich berechtigt ist, Geschäfte für das Unternehmen, das er vertritt, zu vermitteln, nicht jedoch dazu, sie selbst abzuschließen,

Ein Schaufenster, das die Präsentation eines vollständigen Sortimentssegments eines Geschäfts darstellt und eine große Warenfülle zeigt,

merchandise mark —» brand, brand name merchandise market Großmarkt m, Großhandelsmarkt m (Einzelhandel/Großhandel) Eine je nach der Anbieterstruktur als Erzeugermarkt,

309 Händleimarkt oder eine Kombination von beiden eingerichtete ständige Marktveranstaltung zur Distribution vor allem von Obst und Gemüse und ähnlichen Agrarerzeugnissen wie Kartoffeln, Wolle, Hopfen, Eiern, Fleisch- und Nutz- und Schlachttieren. m e r c h a n d i s e p a c k W a r e n p a c k u n g / , Einzelhandelspackung / , P r o d u k t p a c k u n g / m i t beigef ü g t e r Zugabe, B o n u s p a c k u n g / m e r c h a n d i s e p r o g r a m (brit m e r c h a n d i s e prog r a m m e ) S o r t i m e n t s w e r b e p r o g r a m m η, Auslag e p r o g r a m m η f ü r die Waren eines Einzelhändlers m e r c h a n d i s e r 1. Verkaufsexperte m, Fachm a n n m f ü r Einzelhandelsverkaufspolitik 2 . G e s c h ä f t s f ü h r e r m, Leiter m einer Einzelhandelsniederlassung 3 . stummer Verkäufer m m e r c h a n d i s e sort Sorte / , Warensorte / (Handel) Die kleinste, nicht weiter teilbare Einheit eines Sortiments. m e r c h a n d i s i n g M e r c h a n d i s i n g n, Absatzsteigerung / , Absatzsteigerungspolitik / , absatzsteigernde M a ß n a h m e n f / p l , M a ß n a h m e n f / p l zur Absatzsteigerung, Verkaufspolitik / , Verkaufsf ö r d e r u n g s m a ß n a h m e n f / p l , Einzelhandels-Werbemaßnahmen f / p l (Marketing/Marketingplanung/Verkaufsförderung ) 1. Die Gesamtheit aller Maßnahmen der Absatzförderung, die ein Hersteller beim Einzel- und Großhandel ergreift. 2. Der Verkauf von Begleitmaterial zu den Programmveranstaltungen des Femsehens. merchandising allowance Verkaufsförderungsrabatt m Ein Preisnachlaß, den ein Hersteller oder Großhändler einem Einzelhändler gewährt, wenn dieser dafür Verkaufsförderung für ein Produkt des Herstellers oder Großhändlers betreibt, m e r c h a n d i s i n g b u s Warenausstellungsbus m, Ausstellungsbus m —> mobile shop technique m e r c h a n d i s i n g b u s test - > m o b i l e s h o p technique m e r c h a n d i s i n g director Leiter m der Abteilung f ü r Verkaufsförderung —> sales promotion director m e r c h a n t b r o k e r Handelsmakler m Ein selbständiger Gewerbetreibender, der gegen eine Maklerprovision (Maklerlohn, Courtage), jedoch anders als ein Handelsvertreter ohne ständigen Auftrag, für Dritte Handelsgeschäfte vermittelt, message marketing Kommunikationsmarketing ra, M a r k t k o m m u n i k a t i o n / Oberbegriff für die drei kommunikativen Marketingbereiche Werbung, Öffentlichkeitsarbeit (Public Relations) und Verkaufsförderung.

micro marketing

m e t a l container Kanister m (Verpackung) Ein formbeständiges Packmittel mit Ausgießöffnung für Flüssigkeiten und einem rechteckigen, seltener auch quadratischen Querschnitt für Volumen bis zu 60 Litern. meta marketing Metamarketing η Die Gesamtheit der Prozesse, die mit dem Versuch verbunden sind, Austauschbeziehungen zu entwickeln und aufrechtzuerhalten, die Produkte/Dienstleistungen, Organisationen, Personen, räumliche Einheiten oder soziale Aufgaben zum Gegenstand haben, method bank Methodenbank / (Marketing/ Markeringplanung) In Management-Informations-Systemen (MIS) und in Marketing-Informations-Systemen (MAIS) sind in der Methodenbank Programme zur statistischen Verarbeitung und formale Modelle der in der Datenbank gespeicherten Informationen zugriffsbereit zusammengefaßt. me-too product Me-too-Produkt η Ein Produkt, das ein Unternehmen in sein Produktionsprogramm aufnimmt, weil andere Hersteller mit demselben oder einem sehr ähnlichen Produkt bereits große Markterfolge erzielt haben. Metra-Potential Method Metra-Potential-Methode (MPM) / Ein 1958 in Frankreich entstandenes Verfahren der Netzplantechnik, dessen Darstellungsweise auf der Graphentheorie basiert und durch Prinzipien der logischen Strukturierung die Optimierung von Projektplänen durch lineare Programmierung ermöglicht. m i c r o e c o n o m i c theory (of b u y i n g b e h a v i o r ) (Wirtschaftslehre/Konsumforschung) Haushaltstheorie / (der K a u f e n t s c h e i d u n g ) , m i k r o ökonomische Haushaltstheorie/ Ein mikroökonomischer Ansatz zur Entwicklung von Modellen des Konsumentenverhaltens und der Kaufentscheidungen mit dem Ziel der Ableitung aggregierter Preis-Absatz-Funktionen (Nachfragefunktionen). Auf der Grundlage des Menschenbilds des „homo oeconomicus" interpretieren diese Modelle die Kaufentscheidungen als Resultat vollkommen rationaler ökonomischer Wahlhandlungen, m i c r o g e n e s i s (micro genesis) A k t u a l g e n e s e / (Psychologie/Marktpsychologie/Werbepsychologie) In der Wahrnehmungspsychologie der Prozeß des Entstehens der Wahrnehmung und Auffassung einer Gestalt aus komplexhafit-ganzheitlichen Vorgestalten, aus anfänglich diffusen Eindrücken bis zur vollen Wahrnehmung, micro marketing Mikromarketing η Das die Marktaktivitäten des einzelnen Entscheidungsträgers, also z.B. den Absatz eines einzelnen Unternehmens oder das Konsumverhalten eines einzelnen Haushalts betreffende Marketing im Gegensatz zu den im Zusammenhang mit dem Marketing aufgeworfenen gesamtwirtschaftlichen und gesamtgesellschaftlichen Fragen, die im Zusammenhang

middleman

der Begriffe Makromarketing oder generisches Marketing erörtert werden, m i d d l e m a n 1. Zwischenhändler m 2. Mittler m, M i t t e l s m a n n m, Vermittler m, Makler m Ein selbständiger Gewerbetreibender, der für eine Maklerprovision (Maklerlohn, Courtage) ohne ständigen Auftrag für Dritte Verträge vermittelt oder Gelegenheiten zum Vertragsabschluß nachweist, m i d d l e m a n ' s b r a n d —> private label m i l k i n g strategy eigentl Melkstrategie / , Ausm e l k u n g s s t r a t e g i e / , Milking Strategie / (Marketingplanung) Eine Marketingstrategie, deren Ziel es ist, aus einem einzelnen Produkt oder einer einzigen Dienstleistung innerhalb kürzester Frist so viel Profit wie möglich herauszuholen. m i n i m a x rule M i n i m a x - R e g e l / , M i n i m a x Kriterium n, Wald-Regel / (Entscheidungstheorie) In der Entscheidungstheorie eine Regel für Entscheidungen unter Unsicherheit (verteilungsfreier Fall), nach der diejenige Alternative als optimal gilt, die zum kleinsten der maximal möglichen Verluste fuhrt (Wahl der schlechtesten unter den besten Alternativen). m i n i m a x regret rule M i n i m a x - R e g r e t - R e g e l / , S a v a g e - N i e h a n s - R e g e l / , Regel / des geringsten Bedauerns (Entscheidungstheorie) Eine Regel für Entscheidungen unter Unsicherheit (verteilungsfreier Fall), derzufolge vom Entscheider erwartet wird, daß er sich für diejenige Handlungsalternative entscheidet, bei der das maximale Bedauern pro Alternative minimiert wird, m i n i m u m cost Geringstkosten pl, M i n i m a l k o s ten pl (Wirtschaftslehre/Betriebswirtschaft) m i r r o r i m a g e E i g e n i m a g e η, Selbstimage η, Selbstbild η (Marktpsychologie) m i x 1. M i s c h u n g / 2 . —> marketing m i x to m i x v/t m i s c h e n m o b i l e M o b i l e n, D e c k e n h ä n g e r m (Einzelhandel) m o b i l e s h o p mobiles G e s c h ä f t n, mobiler Eink a u f s w a g e n m, E i n k a u f s b u s m, Verkaufsbus m (Einzelhandel) m o b i l e s h o p selling Fahrverkauf m (Einzelhandel/Marketinglogistik) Eine Sonderform des Warenvertriebs, die entweder von Herstellern selbst oder von spezialisierten Handelsunternehmen betrieben wird und darin besteht, daß der Fahrverkäufer die von ihm vertriebenen Waren in Eigenregie anliefert, verkauft, ausliefert und abrechnet, m o b i l e s h o p technique Caravan-Test m, B u s test m, Werbetest m, Anzeigentest m mit Einkaufsbus (Marktforschung/Werbeforschung) In der demoskopischen Marktforschung ein Produkttest, bei dem sowohl Verfahren der Befragung

310 wie der Beobachtung möglich sind und in der Praxis auf vielfältige Weise kombiniert werden, m o d e l 1. M u s t e r n, N a c h b i l d u n g / , V o r l a g e / 2. Entwurf m, theoretischer Entwurf m, Modell η (Wissenschaftstheorie/empirische Sozialforschung/Marktpsychologie ) Die formalisierte und oft auch mathematisierte Abbildung von Prozessen, die in vielerlei Hinsicht den Charakter eines reinen Gedankenexperiments haben, da ihnen ein System denkbarer Wirkungen und Zusammenhänge zwischen einzelnen Faktoren zugrundeliegt, dessen Gesetzmäßigkeiten sich in dieser Eindeutigkeit und mathematischen Genauigkeit meist nicht in der Realität zeigen, to m o d e l v/t modellieren, nachbilden, abform e n , ein M o d e l l a b n e h m e n von, nach Modell f o r m e n oder herstellen, F o r m geben, in richtige F o r m bringen, bilden, gestalten model bank Modellbank f (Marketingplanung) In den Marketing-Informations-Systemen (MAIS) ebenso wie den Management-Informations-Systemen bestehen neben den Datenbanken und den Methodenbanken die Modellbanken, die alle Systeme von Regeln über die Datenverknüpfung enthalten, mit deren Hilfe Daten transformiert werden können, m o d e l i n g —» observational learning modified r e b u y modifizierter Wiederholungskauf m (Beschaffungsmarketing) Im betrieblichen Beschaffungsmarketing eine Beschaffungskonfiguration, in der das Einkaufsgremium (buying center) zum Teil auf vorherige Erfahrungen zurückgreifen kann, m o m a n d p o p store Am colloq Tante-EmmaLaden m (Einzelhandel) monetarism Monetarismus m (Wirtschaftslehre) Die von Milton Friedman und seiner ChicagoSchool vertretene, empirische Quantitätstheorie, nach der eine feste Beziehung zwischen den Veränderungen der Geldmenge (z.B. Bargeld und Sichteinlagen) als die bestimmende Variable - und (mit einer zeitlichen Verschiebung) den Veränderungen des Preisniveaus bestehe, m o n e t a r y d i s c o u n t Geldrabatt m (Marke tingplanung/Preispolitik) Sammelbezeichnung für alle Rabatte, die im Gegensatz zu Naturalrabatten in Form von Geld gewährt werden. m o n e y back kurz für m o n e y back guarantee m o n e y back g u a r a n t e e bei Nichtgefallen Geld zurück, Rückgaberecht η mit Gelderstattung to m o n i t o r v/t kontrollieren, überwachen, leiten, inspizieren monopoly Monopol η (Wirtschaftslehre/Wettbewerbstheorie) Eine Marktsituationen, in der das Angebot u.a. durch öffentliche Privilegierung, durch private Abreden, künstlichen Restriktionen unterliegt und so

311 ein unter das Kostenniveau sinkender Preis verhindert wird. m o o d display w i n d o w Phantasiefenster η, Ideenfenster η, S t i m m u n g s f e n s t e r η (Einzelhandel) Ein Schaufenster, das eine bestimmte, vorwiegend gehobene Gestimmtheit, basierend auf immer neuen attraktiven Ideen vermitteln soll. morphological analysis m o r p h o l o g i s c h e A n a lyse / , morphologische M e t h o d e / , diskursive Problemlösungsmethode / Eine Kreativitätstechnik, der die Vorstellung zugrundeliegt, alle Kombinationsmöglichkeiten von Merkmalen sämtlicher Dimensionen durchzuspielen, durchzuprüfen und ggf. zu modifizieren. motivation Motivation / (Psychologie/Marktpsychologie/Marktforschung ) Die Gesamtheit der nicht unmittelbar aus äußeren Stimuli (Reizen) ableitbaren Variablen, die das menschliche Verhalten in seiner Intensität und in seiner Richtung beeinflussen und kontrollieren. motivational f u n c t i o n (of pricing) M o t i v a tionsfunktion / (der Preispolitik) (Konditionenpolitik) Da der erzielte Preis unmittelbar zur Realisierung der Unternehmensziele beiträgt, fuhren Preisänderungen auch zur Veränderung des Zielbeitrags, z.B. des Gewinns, so daß die über die Preiserwartung abgeleiteten Gewinnerwartungen zur wirtschaftlichen Tätigkeit motivieren. motivation m e a s u r e m e n t M o t i v a t i o n s m e s s u n g / (Psychologie/Marktpsychologie/empirische Sozialforschung/Marktforschung) motivation research ( M R ) Motivationsforschung / , M o t i v f o r s c h u n g / ( P s y c h o l o g i e / M a r k t psychologie/Marktforschung) Die Erforschung und Analyse der Motive (Motivationen) menschlichen Handelns. motive Motiv η (Psychologie/Marktpsychologie) Ein Beweggrund des Handelns, der das menschliche Verhalten auf bestimmte Ziele ausrichtet. Motive haben zwei Merkmale: (1) Sie aktivieren die Individuen und (2) sie steuern ihre Handlungen. m o v i n g price Gleitpreis m Ein durch vertragliche Vereinbarung an eine im Zeitverlauf sich verändernde Bezugsgröße gekoppelter Preis, durch den praktisch das üblicherweise vom Anbieter getragene Preissteigerungsrisiko auf den Abnehmer übertragen wird. multi-brand p u r c h a s i n g Kauf m verschiedener Marken, Kauf m mehrerer konkurrierender M a r kenprodukte multi-client study O m n i b u s - U n t e r s u c h u n g / , Omnibus-Studie / (empirische Sozialforschung/Marktforschung ) Eine Befragung, in der die Untersuchungsaufträge mehrerer Einzelkunden untergebracht sind.

m u l t i p l e - u n i t price

multipack Mehrfachpackung / , Mehrfachverpackung/, Mehrstückpackung/ Das Angebot mehrerer zusammengepackter Einzelpackungen in Form einer Gesamtpackung (in der Regel mit einem niedrigeren Preis, als sich aus der Summe der Einzelpreise ergäbe), m u l t i p l e - b r a n d strategy M e h r m a r k e n s t r a t e g i e / (Marketingplanung) Eine Marketingstrategie, die darin besteht, mehrere Produktvarianten in einer Produktart anzubieten, um so mit einem differenzierten Angebot den heterogenen Konsumentenbedürfnissen zu entsprechen, multiple-company representative Mehr firmenvertreter m (Außendienst) Ein selbständiger Handelsvertreter, der ständig für mehrere Finnen tätig ist und so ein relativ breites Vertretungssortiment anbietet, multiple delivery M e h r f a c h a u s l i e f e r u n g / (Marketinglogistik) multiple i m a g e r e s e a r c h M e h r f a c h - I m a g e f o r schung / (Marktpsychologie) Eine Methode der Firmenimageforschung, in der neben dem gegenwärtig tatsächlich vorhandenen Image (current image) einer Firma auch deren Selbstbild (mirror image) und Wunschbild (wish image) untersucht werden, um so das optimale Image (optimum image) zu ermitteln, multiple-product c o m p a n y M e h r p r o d u k t - U n ternehmen η Ein Wirtschaftsunternehmen, das im Gegensatz zum Einprodukt-Unternehmen mehrere Güter oder Dienstleistungen auf dem Markt anbietet, multiple-product p a c k V e r b u n d p a c k u n g / , Combi-Pack m Eine Form der Packung, in der mehrere im Verbrauch zusammengehörende Waren, oft in einer Klarsichtpackung, zusammen verpackt angeboten werden (z.B. eine Flasche Spirituosen zusammen mit Gläsern). multiple-product test M e h r f a c h t e s t m (Marktforschung) Ein Produkttest, bei dem den Versuchspersonen neben dem zu testenden Produkt auch Vergleichsprodukte (oder Prototypen) vorgelegt werden, multi-purpose pack M e h r z w e c k p a c k u n g / Eine Verpackung, die zusätzlich zu ihrer eigentlich vorgesehenen Verpackungsaufgabe auch noch für andere Zwecke verwendet werden kann, multiple-unit p a c k a g e M e h r f a c h p a c k u n g / , Mehrfachverpackung/, Mehrstückpackung/ Das Angebot mehrerer zusammengepackter Einzelpackungen in Form einer Gesamtpackung (in der Regel mit einem niedrigeren Preis, als sich aus der Summe der Einzelpreise ergäbe), multiple-unit price Mehrstückpreis m Eine Form der Preissetzung, die in der Festlegung eines Gesamtpreises für mehrere Stücke eines Gutes besteht, wobei der Gesamtpreis höher als die Summe der Einzelpreise ist.

multiplier effect multiplier effect Multiplikatoreffekt m (Wirtschaftslehre) Der sich aus der wechselseitigen Abhängigkeit von Konsum- und Investitionsentwicklung ergebende konjunkturelle Prozeß, bei dem ein Mehr an Verbrauchsgütemachfrage nach einer gewissen Zeit zunächst einmal zusätzliche Nachfrage bei den Investitionsgüterindustrien auslöst (accelerator effect). Von den Investitionsgüterindustrien wiederum strahlt die Nachfragebelebung auf die anderen Wirtschaftsbereiche weiter aus (multiplier effect),

multi-purpose package —> multi-purpose pack multisponsor survey —> multi-client survey multistrategic marketing multistrategisches Marketing rt Eine operationalere und gemäßigtere Variante des generischen Marketing und des Metamarketing, die davon ausgeht, daß dem Marketing auch in Zukunft die Aufgabe zufällt, die es in der Vergangenheit

312 trotz aller Kritik gut gelöst hat: immer mehr Menschen immer besser mit Waren und Diensten zu versorgen.

multi-unit pack Mehrfachpackung /, Mehrfach^Verpackung/, Mehrstückpackung/ Das Angebot mehrerer zusammengepackter Einzelpackungen in Form einer Gesamtpackung (in der Regel mit einem niedrigeren Preis, als sich aus der Summe der Einzelpreise ergäbe),

mystery shopper Schein-Käufer m (Konsumforschung/Marktforschung) Ein Interviewer, der im Auftrag eines Marktforschungsunternehmens ein Einzelhandelsgeschäft wie ein Käufer betritt und dort im einzelnen vorgeschriebene Beobachtungen anstellt, die insgesamt mit anderen Beobachtungen in weiteren Geschäften zu einer Analyse der Verkaufsleistungen einer Gruppe von Geschäften, einer einzelnen Branche oder einer Ladenkette verwendet werden.

Ν nailed down Warenköder m, Köder m, Lockangebot η name test Namenstest m (Marktforschung) Eine Art des Produkttests, der sowohl als ein Versuch der Namcnsfindung wie der Eignung eines Produkt- oder Markennamens durchgeführt wird. In beiden Fällen handelt es sich um einen Assoziationstest, bei dem die spontanen Assoziationen der Befragten mit einem Produkt oder einem vorgeschlagenen Produkt- bzw. Markennamen Grundlage entweder für die Entwicklung eines Produkt- oder Markennamens oder für seine Überprüfung bilden,

national brand überregional, bundesweit, auf Gesamtebene, im gesamten Land verbreitete Marke /, Herstellermarke /, Industriemarke /, Fabrikmarke/ Ein auf den Namen des Herstellers einer Ware eingetragenes Warenzeichen, das in rechtlicher Hinsicht im übrigen einer Handelsmarke vollkommen gleichgestellt ist. Es handelt sich um ein eigenes Warenzeichen der Herstellerfirma.

vgl. private brand natural USP natürlicher USP m (Marketing/ Werbeforschung) Ein Anspruch, der aus einem Produkt selbst, seiner Beschaffenheit oder seiner Herstellungsweise nicht ableitbar ist.

vgl. artificial USP need Bedürfnis η (Psychologie/Marktpsychologie/Werbepsychologie) Das mit dem Streben nach seiner Beseitigung oder Verringerung verbundene Gefühl eines Mangels, das vorökonomischen Ursprungs ist und so als eine physiologische, psychologisch oder auch soziologisch zu erklärende Erscheinung deutlich vom Bedarf zu unterscheiden ist.

need creation Bediirfnisweckung/, Bedürfnisweckungserfolg m (Psychologie/Marktpsychologie/Werbepsychologie) Die Information der potentiellen Abnehmer einer Ware oder einer Leistung und die Schaffung günstiger Absatzvoraussetzungen,

need-creation effect —> need creation negative reference group negative Bezugsgruppe / (Sozialpsychologie/Marktpsychologie) Eine Bezugsgruppe, an deren Verhalten, Einstellungen, Normen und Werten ein Individuum sein eigenes Verhalten, seine eigenen Einstellungen und seine eigenen Normen und Werte orientiert, indem es sie als ein abschreckendes Beispiel begreift.

vgl. normative reference group neighborhood center Nachbarschaftszentrum η (Einzelhandel) Ein Einkaufszentrum mit einem sehr kleinen Einzugsgebiet. Die Mehrzahl der Käufer wohnt in

der unmittelbaren Nachbarschaft des Zentrums und deckt in starkem Maße ihren Klein- und Bequemlichkeitsbedarf (convenience goods) in den vorwiegend aus convenience und specialty stores bestehenden Geschäften des Zentrums,

neobehaviorism (Psychologie)

Neobehaviorismus

m

Die Weiterentwicklung des auf John B. Watson zurückgehenden Behaviorismus durch Einfügung von als intervenierende Variablen fungierenden hypothetischen Konstrukten wie etwa Antrieb, Intelligenz, Erwartung, Einstellung usw. in die ursprünglichen S-R-Modelle und deren Ausweitung zu S-O-RModellen, in denen auch die Wirkung nichtbeobachtbarer Vorgänge berücksichtigt wird,

neophile Neophiler m (Marktpsychologie) Eine Personen, deren Charakteristikum eine verstärkte Aufnahmebereitschaft gegenüber neurartigen Informationen und ein ausgeprägtes Interesse an Innovationen aller Art ist.

Nerlove-Arrow model Nerlove-Arrow-Modell η (Marketing/Marktpsychologie) Ein von M. Nerlove und K. J. Arrow entwickeltes deterministisches Modell der Marketingbudgetierung, das eine Dynamisierung des Dorfman-Steiner-Theorems unter Berücksichtigung von „carry-over effects" beim Einsatz des Marketinginstruments Werbung darstellt,

net 1. adj netto, Netto2. Nettobetrag m, Betrag m nach Abzug der Kommission net cost Nettopreis m net costing —» net pricing net orders processed (N.O.P.) pi —» net sales net price Nettopreis m (Betriebswirtschaft) Der unter EinschluB aller Rabatte und Skonto effektiv zu zahlende Verkaufspreis einer Ware oder Dienstleistung,

net pricing Nettopreissystem η, Nettopreissetzung / (Betriebswirtschaft) Eine Preissetzung unter Einschluß aller Rabatte und Skonti.

net profit Nettogewinn m, Erlös m, Reingewinn m, Nettoprofit m (Betriebswirtschaft) Der für die Veräußerung eines Wirtschaftsguts erzielte Gegenwert, aus dem sich nach Abzug der Kosten der Rohgewinn ergibt. Den Gesamterlös erhält man durch Multiplikation der Menge der abgesetzten Güter mit dem Einzelpreis.

vgl. gross margin net sales pl Nettoverkäufe m/pl, Nettoabsatz m, Nettoumsatz m (Betriebswirtschaft) —> net orders processed network analysis —> network modeling

network modeling network modeling Netzplantechnik/(Betriebswirtschaft) Ein ursprünglich im Rahmen des Operations Research zur Bestimmung der zeitlichen Abfolge aller mit einem bestimmten Arbeitsvorgang oder Projekt zusammenhängenden Tätigkeiten verwendetes Planungsinstrument zur Gestaltung der optimalen Ablaufplanung.

new business neue Kunden m/pl, Neukunden tn/pl, Neugeschäft n, neue potentielle Kunden m/pl new product neues Produkt n, neues Erzeugnis η new product discount brit Einfiihrungs-Preisnachlaß m, Einführungsrabatt m (Marketingplanung/Konditionenpolitik) Ein Rabatt, der bei Werbung für ein neues Produkt gewährt wird,

new product evaluation —> product evaluation new product idea generation Produktideenfindung/, Neuproduktideenfindung/ Am Anfang des Prozesses der Produktplanung und -realisierung steht die mehr oder minder systematische Entwicklung von Produktideen,

new product investment method etwa Entwicklungsinvestitionenmethode /, Auszahlungsmethode /, Payout-Methode /, Deckungsbeitrags-Methode / (Budgetierung) Eine Methode der Festsetzung von Marketingbudgets, die sich vor allem bei der Neueinführung einer Marke bewährt hat. Ausgangspunkt ist die Tatsache, daß dabei erhebliche Budgetmittel benötigt werden, da die Marke ebenso wie die Produkteigenschaften und -vorteile noch unbekannt sind,

new product launch Einführung / eines neuen Produkts (neuer Produkte), Produkteinführung/ Der aufgrund einer Produktdifferenzierung oder Diversifikation des Originalsortiments eines Wirtschaftsunternehmens in Gang gebrachte Prozeß der Einbringung neuer Waren und Dienstleistungen auf dem Absatzmarkt,

new product merchandising Absatzförderungsmaßnahmen f/pl für ein neues Produkt Die Maßnahmen und Hilfsmittel des Herstellers eines neuen Produkts zur Förderung seines Absatzes beim Einzelhandel,

new product price Einführungspreis m Ein je nach zugrundeliegender Marketingstrategie hoch oder tief angesetzter Preis für ein Produkt, das neu in einen Markt eingeführt wird,

new product screening Neuproduktbewertung /, Neuproduktevaluierung /, NeuproduktScreening η (Marketingplanung) Während es in der Phase der Entwicklung von neuen Produktideen (new product idea generation) bei absichtlicher Ausschaltung von Machbarkeits- und Wirtschaftlichkeitserwägungen vorwiegend um die Sammlung der ganzen Bandbreite aller nur denkbaren Ideen und Konzeptionen geht, kommt es im

314 nächsten Schritt der Produktbewertung darauf an, diejenigen Konzeptionen und Ideen herauszukristallisieren, die mit den Möglichkeiten und Zielen des Wirtschaftsunternehmens in Übereinklang stehen, technisch und finanziell machbar sind und am Markt erfolgreich zu sein versprechen,

new task —> new task buy n e w task buy Erstkauf m, Neueinkauf m

(Be-

schaffungsmarketing) Die Lösung eines Problems, mit dem das Einkaufsgremium (buying center) zuvor noch nie konfrontiert war.

niche in the marketplace Marktnische /, Marktlücke/ Ein Bereich innerhalb eines Absatzmarkts, bei dem ein bestehender Bedarf durch das vorhandene Angebot nicht oder unzureichend gedeckt wird. Der bestehenden Nachfrage steht entweder überhaupt kein oder ein die Nachfrage nicht vollkommen befriedigendes Angebot gegenüber.

Nicosia model (of consumer behavior) Nicosia-Modell des Konsumentenverhaltens (Marktpsychologie) Neben dem Engel-Blackwell-Kollat-Modell und dem Howard-Sheth-Modell eines der bekanntesten Totalmodelle des Konsumentenverhaltens, das 1966 von dem amerikanischen Marktforscher F. M. Nicosia entwickelt wurde. Im Mittelpunkt des Modells stehen die Wechselwirkungen zwischen den absatzpolitischen, und insbesondere den werblichen Aktivitäten, des Anbieters und dem agierenden und auch reagierenden Konsumenten,

nonadopter Ablehner m (Marktpsychologie/ Marktforschung/Werbeforschung) In der Markt- und Diffusionsforschung diejenigen Personen, die ein neues Produkt oder eine neue Dienstleistung bzw. eine Innovation oder eine neue Mode aus bestimmten Gründen ablehnen bzw. nicht adoptieren (z.B. weil sie keinen spezifischen Bedarf dafür haben oder ihre finanziellen Mittel dafür nicht ausreichen).

nonadoption price Ablehnungspreis m (Marketingplanung) Ein absichtlich hoch angesetzter Einführungspreis für ein neues Produkt, der von dem Innovationsuntemehmen entweder aus Risikoscheu oder aus Kapitalmangel festgelegt wird, damit es zunächst mit geringer Kapazität die Produktion und den Absatz in Angriff nehmen und später im Wege der Selbstfinanzierung die Kapazitäten ausbauen kann,

no-name product anonyme Ware /, anonymes Produkt n, anonymes Erzeugnis η Eine Ware, die entweder mit gar keinem oder mit einem Phantasienamen gekennzeichnet ist und daher im Gegensatz zum Beispiel zur Eigenmarke, zur Herstellermarke oder zur Handelsmarke keinen Rückschluß auf ihren Hersteller oder ihre Herkunft zuläßt.

nonbusiness marketing nichtkommerzielles Marketing n, Non-Business-Marketing η Die Gesamtheit der Transaktionsbeziehungen nicht-

315 kommerziell oder nicht vorwiegend kommerziell tätiger Organisationen und Institutionen,

noncompete agreement Ausschließlichkeitsklausel/ Das vertraglich fixierte Verbot für einen Vertragspartner, zugleich Vertragsvereinbarungen oder Geschäftsabschlüsse mit einem Dritten zu treffen,

nondurable consumer goods pl Verbrauchsgüter n/pl, kurzlebige Konsumgüter n/pl Konsumgüter, die zum einmaligen Konsum (Verbrauch) bestimmt sind,

nondurables pl —> nondurable consumer goods non-family household —> institutional household nonrecourse factoring echtes Factoring n, Standard-Factoring η Eine Form des Factoring, bei der ein Factor von seinem Factoringkunden (Anschlußkunden) sämtliche Forderungen an dessen Abnehmer kauft, wobei in der Regel pro Abnehmer gemäß dessen Bonität Höchstlimits vereinbart sind,

nonsales pl Nichtverkauf m, Fehlverkauf m (Marketingplanung/Marketinglogistik) In der betrieblichen Distributions- und Sortimentspolitik entsteht Nichtverkauf, wenn Umsätze nicht getätigt werden können, weil die entsprechenden Waren gar nicht gefuhrt werden.

number of sales at the point of sale nonstationary trade —> itinerant trade nonstore dealer Streckenhändler m, Streckengeschäft n, Streckenhandelsbetrieb m, Distanzhändler m (Einzelhandel/Großhandel) nonstore retailing Distanzhandel m, Streckengeschäft n, Streckenhandel m, Streckengroßhandel m (Einzelhandel/Großhandel) Sammelbezeichnung für alle Formen des Handels, bei denen Waren wie z.B. im Versandhandel aufgrund von Katalogen oder Mustern gekauft und dabei nicht an Ort und Stelle angesehen werden können.

nonstore wholesaler —> nonstore dealer normative reference group normative Bezugsgruppe f (Sozialpsychologie/Marktpsychologie) Eine Bezugsgruppe, an deren Verhalten, Einstellungen, Normen und Werten ein Individuum sein eigenes Verhalten, seine eigenen Einstellungen und seine eigenen Normen und Werte orientiert, indem es sie als ein positives Vorbild begreift.

number of sales at the point of sale Abverkaufsgeschwindigkeit f (Einzelhandel) Die Geschwindigkeit (d.h. die Zahl der Artikel pro Zeiteinheit), mit der eine Ware am Verkaufspunkt (point of sale) verkauft wird.

ο objective Ziel η, Zielsetzung/ objective-and-task method Ziel-Aufgaben-Methode /, Ziel-Aufgaben-Ansatz m (der Budgetierung) Die Umsetzung des Prinzips des Management nach Zielvorgaben (management by objectives) in die Budgetierung.

observational learning Beobachtungslernen η, Imitationsiemen η, Modellieren η (Psychologie/Marktpsychologie/Werbepsychologie) Die in Albert Banduras Theorie des Lernens formulierte Hypothese, daß Modellierungseinflüssen hauptsächlich informative Funktion zukommt und daß Beobachter eher symbolische Repräsentationen modellierter Ereignisse aufnehmen als eigentliche Reiz-Reaktions Assoziationen,

obsolescence Obsoleszenz /, geplante Obsoleszenz/, geplante Veralterung/ Der aufgrund der Lebensdauer und des Produktlebenszyklus vorwiegend von Gebrauchsgütem entstehende Funktions- und Wertverlust materieller Güter infolge von Abnutzung und Veralterung.

occupational class Berufsgruppe /, Berufsklasse /, Berufskategorie / (empirische Sozialforschung/Marktforschung/Mediaforschung) In der amtlichen Statistik und in Markt- und Medienstudien die nach der sozialen Stellung im Beruf klassifizierten Gruppen der 1. Selbständigen, 2. mithelfenden Familienangehörigen, 3. Beamten, 4. Angestellten und 5. Arbeiter,

occupational classification Aufgliederung /, Aufschlüsselung/nach Berufsgruppen (empirische Sozialforschung/Marketing) odd price effect —> odd pricing odd pricing Endzifferneffekt m (Marketingplanung/Preispolitik) Beim Einsatz der Marketinginstrumente der Preispolitik spielen unter den eher optischen Einflußfaktoren für das Konsumentenverhalten sowohl Preisschwelleneffekte wie die Wirkungen der Endziffern bei Preisauszeichnungen eine Rolle. Welche Effekte gerade oder ungerade oder auch „runde" Endziffern (0 oder 5) bei Preisen haben, ist bislang ungenügend erforscht.

offensive spending offensive Ausgabenpolitik/ Eine Ausgabenpolitik, die darauf abzielt, durch hohe Ausgaben auch hohe Verkaufsziffern zu erzielen.

vgl. defensive spending offer Angebot η Die schriftlich oder mündlich formulierte Einladung einer Partei an eine andere zum Vertragsabschluß in der Weise, daß möglichst alle Elemente des endgültigen Vertrags in der Einladung enthalten sind und somit der Vertrag durch die Zusage der anderen Partei zustandekommt.

office test Office-Test (Marktforschung) Die allereinfachste Form eines Produkttests. Sie besteht darin, daß den Mitarbeitern des Herstellerunternehmens das eigene Produkt zum Test und zur Beurteilung vorgelegt wird,

off invoice allowance —» off invoice off label 1. reduzierter Preis m, der auf das reguläre Preisschild übergedruckt oder geschrieben ist 2. Billigware /, Billigprodukt η off-price sale Verkauf m mit Preisnachlaß off shelf display Warenauslage / außerhalb der Regale (Einzelhandel) oligopoly Oligopol η (Wirtschaftslehre/Wettbewerbstheorie) In der klassischen Marktformenlehre eine Marktform, in der es nur weniger gleichwertige Anbieter gibt.

Ο markets pl O-Märkte m/pl, OrganisationenMärkte m/pl Eine Sammelbezeichnung zur Abgrenzung der drei Märkte, in denen die Nachfrager und/oder Anbieter Organisationen sind, nämlich des P-Marktes (Produzentenmarkt), des Wiederverkäufermarktes (W-Markt) und des Marktes der öffentlichen Betriebe (Ö-Markt), im Gegensatz zu den Konsumentenmärkten (K-Märkten), in denen die Käufer Individuen sind,

one-cent sale Ein-Cent-Verkauf m Der Verkauf von zwei Produkten, bei dem für beide der Preis für eines der beiden Produkte plus 1 Cent verlangt wird,

one-piece case Faltschachtel/(Verpackung) Ein aus Pappe bestehendes Verpackungsmittel, das so konstruiert ist, daß es vor und nach Verwendung raumsparend zusammengelegt, gelagert und verschickt werden kann,

one-product company Ein-Produkt-Unternehmen η (Wirtschaftslehre/Wettbewerbstheorie) Ein Wirtschaftsunternehmen, das nur ein einziges Gut oder eine einzige Dienstleistung auf dem Markt anbietet. Ein-Produkt-Unternehmen kommen in der wirtschaftlichen Wirklichkeit nur äußerst selten vor, werden jedoch aus Gründen der Vereinfachung vielen Denkmodellen der Volkswirtschaftslehre und des Marketing zugrundegelegt,

one-product enterprise —> one-product company one-product test Einzeltest m, Ein-ProduktTest m (Marktforschung) Ein Produkttest, bei dem den Testpersonen im Gegensatz zu einem Mehrfachtest das zu testende Produkt allein und ohne Vergleichsprodukte vorgelegt wird.

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317

one-stop shopping (Einzelhandel)

One-Stop-Shopping

η

operations research (O.R.) Operations Research m, Unternehmensforschung/

Der vor allem durch die Großbetriebsformen des Einzelhandels wie Einkaufszentren, Warenhäuser, Supermärkte geförderte und zu befriedigen gesuchte Konsumentenwunsch, aus Gründen einer maximalen Einkaufsbequemlichkeit, seinen Gesamtbedarf beim Einkauf an einem einzigen Einkaufsort („alles unter einem Dach") zu decken,

Die sich mathematischer Methoden bedienende Entwicklung formaler und quantitativer Entscheidungsmodelle für die Untemehmensführung, mit deren Hilfe die im Hinblick auf eine bestimmte Zielsetzung jeweils optimale Entscheidung gefunden werden kann,

one-way package Ein-Weg-Packung /, Einwegverpackung / Eine für den einmaligen Gebrauch bestimmte Verpackung.

on request auf Anfrage/ on spec adv kurz für on speculation on speculation adv unverbindlich Bezeichnung für unaufgeforderte Arbeiten freiberuflicher Mitarbeiter, die unverbindlich vorgelegt werden und nur bezahlt werden, wenn man sie annimmt.

open assortment display —» assortment display, open display open display offene Warenauslage /, offene Auslage f (Einzelhandel) Eine Warenauslage, zu der die Kunden Zutritt haben, die sie betrachten und prüfen können.

vgl. closed display openness of the market Markttransparenz / (Wirtschaftslehre/Wettbewerbstheorie) Die vollständige Überschaubarkeit des Marktes, des Angebots und der Nachfrage sowie aller Marktbedingungen und -Verhältnisse für alle Marktbeteiligten auf dem Gesamtmarkt ebenso wie auf Spezialmärkten als Voraussetzung für rationales Entscheidungsverhalten aller Marktpartner ist ein mit der Theorie des vollkommenen Markts verknüpftes Ideal, das den meisten, auf die Figur des homo oeconomicus zurückgreifenden mikroökonomischen Theorien, zugrundeliegt, aber in der Wirklichkeit niemals oder bestenfalls nur annähernd und partiell erreichbar ist.

operating expenses pl Betriebsunkosten pl, Geschäftsunkosten pi operational analysis Betriebsanalyse / Die Ermittlung und Zusammenstellung von Daten für die Bildung von Kennzahlen und ihre verbale Interpretation zur Beurteilung der gegenwärtigen Lage eines Betriebs oder seiner Teilbereiche.

operational consultation Betriebsberatung/ Die Aktivitäten der Führungs- und Managementberatung durch außerbetriebliche Institutionen, die als ein Brückenschlag zwischen Forschung und Betriebspraxis die Nutzung und Anwendung neuer Erkenntnisse, Erfahrungen und Verfahren vermitteln und so dazu beitragen, die Leistungsstruktur vor allem von Klein- und Mittelunternehmen, die nicht selbst über entsprechende Forschungsstellen verfügen, zu verbessern,

operational research —> operations research

operations research method etwa Unternehmensforschungsmethode /, Operations-Research-Methode / Ein Verfahren der Festsetzung eines Werbeetats, bei dem nach Marketing- und Operations-ResearchModellen verschiedene Procedere-Alteraativen festgesetzt und dementsprechend die Ausgaben für Werbung angesetzt werden,

operative market research operative Marktforschung/ Sammelbezeichnung für diejenigen empirischen Untersuchungen in der Marktforschung, die im Gegensatz zur deskriptiven Marktforschung durch Ausrichtung des vorrangigen Erkenntnisinteresses auf Erklärung, Anwendung oder Prognose gekennzeichnet sind.

opportunity cost Opportunitätskosten pl (Entscheidungstheorie ) Der entgehende Nutzen, den man in der besten aller nicht realisierten Alternativen hätte erzielen können,

opportunity cost principle Opportunitätskostenprinzip η (Entscheidungstheorie) In der mathematischen Entscheidungstheorie ein Entscheidungsprinzip, wonach jemand eine Entscheidung (für A) einer anderen Entscheidung (für B) dann vorzieht, wenn der Verlust, der ihm aus Nicht-Entscheidung zugunsten von Β überkompensiert wird durch den Nutzen, den er durch die Entscheidung zugunsten von Α zu erreichen glaubt,

optimization (brit optimisation) Optimierung/ optimization criterion (brit optimisation criterion) Optimierungskriterium η optimization model (brit optimisation model) Optimierungsmodell η Ganz allgemein sind Optimierungsmodelle Computerprogramme, mit deren Hilfe bei gegebenen Randbedingungen optimale Lösungen für ein je gegebenes Problem gesucht werden,

optimization program (brit optimisation programme) Optimierungsprogramm η optimization technique (brit optimisation technique) Optimierungsverfahren η optimum image optimales Image η optimum market segmentation optimale Marktsegmentierung / (Marketingplanung/ Marktforschung ) Der Versuch, eine optimale Strategie der Marktsegmentierung, d.h. sowohl der Bestimmung einer optimalen Anzahl von Marktsegmenten wie der optimalen Allokation des marketingpolitischen Instrumentariums auf die Marktsegmente zu finden.

Optimum order quantity

o p t i m u m o r d e r q u a n t i t y optimale Bestellmenge / , Bestellmenge/(Marketinglogistik) In der betrieblichen Lagerhaltungspolitik ist der Bestellpunkt (BP) derjenige Punkt, der erreicht ist, wenn der Lagerbestand so klein geworden ist, daß neue Bestellungen erforderlich werden. Er ist dadurch determiniert, daß der vorhandene Vorrat bei normalem Verbrauch und bei Einhaltung aller Lieferfristen bis auf eine Sicherheitsreserve abgesunken ist, die nicht aufgebraucht wird, wenn die Bestellungen rechtzeitig eintreffen, option Option/ O . R . Abk operations research o r d e r 1. A n o r d n u n g / , R e i h e n f o l g e / 2 . A r t / , S o r t e / , K l a s s e / , Grad m, R a n g m 3. B e s t e l l u n g / , A u f t r a g m, O r d e r / t o o r d e r v/t bestellen, beauftragen, ordern, anordnen, sortieren, arrangieren o r d e r b o o k A u f t r a g s b u c h η, Bestellbuch η o r d e r c a r d Bestellkarte/, Anforderungskarte/ o r d e r f o r m Bestellformular η, Bestellschein m o r d e r i n g costs pl Bestellkosten pl (Marketinglogistik) Die bei der Bestellung einer Ware pro Stück anfallenden Kosten für den reinen Bestellungsvorgang, die mit wachsendem Umfang der Warenmengen pro Bestellung sinken, o r d e r p r o c e s s i n g Auftragsbearbeitung / , Bearbeitung / der eingehenden Bestellungen (Marketinglogistik) o r d e r s l i p Bestellzettel m, Bestellschein m o r g a n i z a t i o n m a r k e t i n g (brit organisation m a r k e t i n g ) eigentl Organisationsmarketing η Die Public-Relations-Aktivitäten einer Firma im Dienst ihrer Marketingziele,

organization of the field force Außendienstpolitik/ Die mit der Planung des teuersten Instruments im Marketing-Mix eines Unternehmens verknüpften Grundsatzentscheidungen über die Höhe des Verkaufsetats, die Zahl der Außendienstmitarbeiter die Frage, ob sie festangestellt oder selbständig für das Unternehmen tätig sein sollen, ihre Auswahl und Schulung, die für sie festzulegende Besuchshäufigkeit und -dauer bei einzelnen Kunden und in einzelnen Gebieten, die Reiserouten der Verkäufer, die Aufteilung nach Verkaufsbezirken, die Festsetzung der Zahl der von jedem einzelnen Verkäufer zu betreuenden Kunden, die Festlegung des Entlohnungssystems usw. o r g a n i z e r (brit o r g a n i s e r ) 1. Organisator m 2 . Gedächtnisstütze / f ü r Vertreter, Blatt η mit Verkaufsargumenten 3 . H e f t e r m, Schnellhefter m mit Blättern, die Verkaufsargumente enthalten

318

o r i e n t a t i o n p r i c e Leitpreis m (Preispolitik) Ein Leitpreis, der entweder dem Branchendurchschnitt oder dem Preis des Marktführers entspricht, und einem Unternehmen als Orientierungsrichtlinie dient. t o o r i g i n a t e hergestellt, produziert, entstehen, a u s g e h e n (von), seinen U r s p r u n g haben (in) O.T.C. ( O T C ) Abk over the counter über d e n Tresen Bezieht sich meist auf Medikamente oder andere Heilmittel, die nicht rezeptpflichtig sind und über den Ladentisch gehandelt werden dürfen, o u t c o m e f u n c t i o n Ergebnisfunktion / (Entscheidungstheorie) In der statistischen Entscheidungstheorie die in Form einer Ergebnismatrix übersichtlich darstellbare Funktion, die über die mit jeder realisierbaren Handlungsmöglichkeit bestehende Alternative bei Eintreten eines Umweltzustands informiert, o u t c o m e m a t r i x Ergebnismatrix / (Entscheidungstheorie) In der statistischen Entscheidungstheorie die übersichtliche Darstellung einer Ergebnisfunktion, o u t l e t 1. Einzelhandelsgeschäft n, Verkaufsstätte / , F i l i a l e / , Einzelgeschäft η Eine einzelne von mehreren räumlich getrennten Verkaufsstellen unter zentraler Leitung (Filialunternehmen), b r a n c h store 2 . A b s a t z m a r k t m, Absatzgebiet η o u t of s t o c k adj (attributiv) nicht m e h r a m Lager, ausverkauft o u t p o s t d i s p l a y eigentl Außenpostenaustage / , Vitrinenauslage / Eine Warenauslage, die in größerer Entfernung von einem Einzelhandelsgeschäft, meist in einer Vitrine, piaziert ist. O u t s i d e r Außenseiter m (Wirtschaftslehre/ Preispolitik) Ein Unternehmen, das sich den Bedingungen bei den Marktdispositionen und der Festsetzung von Preisen durch Kartelle und Interessenverbände widersetzt oder in monopolistischen Märkten den Preis des Monopolisten unterläuft oder als Anbieter eines Markenartikels an die für diesen allgemein geltende Preisbindung nicht gebunden ist. o v e r h e a d allgemeine Betriebsunkosten pl, allg e m e i n e Unkosten / ( B e t r i e b s w i r t s c h a f t ) Unkosten, die nicht einem bestimmten Projekt zuzuschlagen sind, sondern durch die allgemeine Aufrechterhaltung des Betriebs entstehen over the counter über d e n Tresen, über die Theke, über den Ladentisch O.T.C.

Ρ pack 1. Packung / , Paket η, Pack η (Verpackung) 2. Schachtel/(Verpackung) Ein flaches, weiches, ein- oder mehrteiliges, vielfach quadratisches verschließbares Packmittel in verschiedenen Bauarten, Ausführungen oder Lieferformen. to pack 1. v/t einpacken, verpacken, packen 2. v/i packen, verpacken package 1. Packung/, Verpackung/, Paket η 2. Packen n, Verpacken η In der Marketingpraxis werden die Begriffe Packung und Verpackung meist als Synonyme verwendet. Es ist jedoch sinnvoll, als Packung die gestaltete Verpackung bzw. das verarbeitete Packungsmaterial und als Verpackung die technisch-funktionelle Umhüllung einer Ware bzw. die Aufgabenstellung und Problemlösung für die Herstellung von Umhüllungen für Produkte, also den Bereich der Produktion von Packungen zu bezeichnen, to package v/t verpacken, packen, in Packungen verpacken, in Pakete verpacken package band 1. Packungsbanderole / , Banderole/ 2. —> package band premium package deal Koppelungsgeschäft η, Koppelgeschäft η (Marketing/Marketingplanung) Eine Sonderform der Bezugsbindung, durch die der Abnehmer einer Ware oder einer Leistung verpflichtet wird, zusätzlich eine weitere, handelsüblich oder sachlich nicht zugehörige Ware oder Leistung abzunehmen. package design Packungsdesign η, Verpackungsdesign η packaged good (meist pi packaged goods) abgepackte Ware / , abgepacktes Produkt η (Einzelhandel/Verpackung ) Ein Produkt in einer Verpackung beliebiger Art, das in Abwesenheit des Käufers abgepackt und verschlossen wurde, so daß die Menge des darin enthaltenen Produkts ohne Öffnung bzw. ohne merkliche Änderung der Verpackung nicht verändert werden kann. —» package good package evaluation Packungsbewertung / , Packungseinschätzung / package good —» packaged good packager Verpackungsunternehmen η, Packungsunternehmen η, Verpacker m, Packer m (Verpackung) package test Packungstest m, Verpackungstest m (Marktforschung/Werbeforschung) Ein Test des Aufmerksamkeitswerts und der kauf-

anregenden Wirkung, ganz allgemein der Anmutungsqualität einer Packung, package testing Verpackungstesten η, Testen η von Verpackungen (Marktforschung) packaging Verpacken n, Packen η packaging design —» package design packaging designer Packungsdesigner m, Verpackungsdesigner m packaging study Packungsuntersuchung/, Verpackungsuntersuchung / (Marktforschung) packaging test Packungstest m, Verpackungstest m (Marktforschung) —> package test packer 1. Packungsunternehmen η, Verpackungsbetrieb m 2. Packer m, Verpacker m, Einpacker m 3. Packmaschine/, Verpackungsmaschine/ 4. Konservenhersteller m, Konservierer m packing 1. Packen η, Verpacken η, Verpackung / 2. Konservierung/ packing paper Packpapier η Ρ & Η (Ρ and Η., P. and Η.) Abk postage and handling, postage and handling charge pantry check Speisekammertest m, Speisekammerkontrolle / (Konsumforschung/Marktforschung) Ein in der Konsumforschung verwendetes Erhebungsverfahren bei privaten Haushalten, das im Prinzip dem Einzelhandelspanel ähnelt und in der Erhebung der Bestände an bestimmten Produkten oder Marken in Haushalten durch Interviewer besteht. parallel barter Gegengeschäftshandel m, Gegengeschäft η Eine Form des Tauschhandels, bei der eine Leistung oder eine Ware (Waren) nicht mit Geld, sondern mit einer Gegenleistung oder Gegenware bezahlt wird, parallel preference principle Parallelprinzip η (Marktforschung) Ein bei Produkt-Vergleichstests angewandtes Prinzip, nach dem die Auskunftspersonen aufgefordert werden, die zu testenden Produkte an bestimmten vorgegebenen Kriterien zu messen, parallel trading Gegengeschäftshandel m, Gegengeschäft η Eine Form des Tauschhandels, bei der eine Leistung oder eine Ware (Waren) nicht mit Geld, sondern mit einer Gegenleistung oder Gegenware bezahlt wird. Paris Convention Pariser Verbandsübereinkunft/ Neben den beiden Madrider Abkommen bildet die „Pariser Verbandsübereinkunft zum Schutz des ge-

Par model

320

werblichen Eigentums" vom 20. März 1983 in der Fassung vom 14. Juli 1967 (Stockholmer Fassung) eine der maßgeblichen Rechtsgrundlagen für den internationalen Rechtsschutz. P a r m o d e l Par-Modell η (Marketing/Marketingkontrolle) Ein im Rahmen des PIMS-Modells eingesetztes analytisches Modell mit dessen Hilfe sich ermitteln läßt, welcher „return on investment" (ROI) bzw. Cash-flow für eine bestimmte strategische Unternehmens-Einheit angesichts der für sie gültigen unabhängigen Determinanten normal wäre. P a r report Par-Report m (Marketing/Marketingkontrolle) participation effect Partizipationseffekt m (Marketingplanung) Einer von drei Arten von Absatzeffekten, mit denen bei der Produktdifferenzierung zu rechnen ist. Partizipationseffekte bestehen darin, daß ein herstellendes Unternehmen durch die Differenzierung Käufer gewinnt, die das neue Produkt bisher gar nicht oder bei einem anderen Unternehmen gekauft haben. Das differenzierende Unternehmen partizipiert so an einem bisher verschlossenen Markt, p a r t y - p l a n selling Sammelbesteilsystem η, Party verkauf m (Einzelhandel) Eine besondere Vertriebsmethode des Versandhandels, deren Grundprinzip der Einsatz von Kunden als sog. Vertreter im Nebenberuf ist. party selling —> party-plan selling P.A.T. Abk product acceptance test p a t e n t Patent η Eine Form des gewerblichen Rechtsschutzes, durch die dem Patentinhaber durch einen rechtsgestaltenden Verwaltungsakt für eine Erfindung das Recht zur ausschließlichen Verwertung der Erfindung durch das Patentamt für eine Dauer von 18 Jahren verliehen wird, p a t e n t m e d i c i n e d u r c h Warenzeichen geschütztes, aber nicht rezeptpflichtiges M e d i k a ment η —» O.T.C., medicine

over

the

counter,

proprietary

p a t r o n a g e discount 1. Gesamtumsatzrabatt m (Konditionenpolitik) In der Rabattpolitik eine Sonderform des Mengenrabatts, die ein Hersteller oder Großhändler seinen Abnehmern für die insgesamt von diesen bezogenen Mengen der von ihm gelieferten Waren einräumt. 2. Konsumentenrabatt m, Verbraucherrabatt m, Treuerabatt m (Konditionenpolitik) Ein ebenso wie der Funktionsrabatt zu den unechten Rabatten zu zählender Preisnachlaß, durch den ein Händler - meistens in Form von Rabattmarken durch Rückvergütung im nachhinein den Preis für die von ihm verkauften Güter senkt. 3. Treuerabatt m, Treuevergütung / (Konditionenpolitik) Eine Form des Rabatts, durch die ein Lieferant die Bezugstreue eines Abnehmers honoriert.

p a t r o n a g e rebate Treuerabatt m (Konditionenpolitik) —»patronage discount to patronize v/t (Geschäft) regelmäßig besuchen, S t a m m k u n d e sein bei patronizer S t a m m k u n d e m, regelmäßiger Besucher m (Einzelhandel) Ein Käufer, der im Gegensatz zu den Laufkunden, seinen Bedarf an bestimmten Waren stets im selben Geschäft deckt, payback payout p a y b a c k m e t h o d - » payout m e t h o d p a y o u t 1. Rentabilitätsschwelle / (Wirtschaftslehre/Betriebswirtschaft) Der Zeitpunkt, an dem sich Aufwendungen bzw. Investitionen bezahlt machen, (z.B. von Werbeaufwendungen). 2. G e w i n n m (Wirtschaftslehre/Betriebswirtschaft) - > profit p a y o u t m e t h o d etwa A u s z a h l u n g s m e t h o d e / , Payout-Budgetierung / , Deckungsbeitrags-Budgetierung / (Budgetierung) Eine Methode der Festsetzung von Marketingbudgets, die sich vor allem bei der Neueinführung einer Marke bewährt hat. Ausgangspunkt ist die Tatsache, daß dabei erhebliche Budgetmittel benötigt werden, da die Marke ebenso wie die Produkteigenschaften und -vorteile noch unbekannt sind. Die Einführungsbudgets müssen daher wesentlich größer als die für eingeführte Marken sein. P . D . ( P D ) Abk public domain peddlery —> peddling p e d d l i n g Hausierhandel m, Hausiergewerbe η, Haustürverkauf m (Einzelhandel) Eine Form des ambulanten Handels, bei der ein Händler (Hausierer) von Ort zu Ort geht oder fährt und dort die privaten Haushalte in der Wohnung aufsucht, um ihnen die von ihm vertriebenen Waren, meist Kleinbedarf oder Textilien, Kurzwaren, Korbwaren u.ä. anzubieten, p e g g e d price Stützpreis m, Festpreis m, M i n destpreis m, Höchstpreis m, stabil gehaltener Preis m (Wirtschaftslehre) Ein durch staatliche Regelung (Gesetz, Verordnung usw.) oder vertragliche Festlegung in einer bestimmten Höhe (Mindestpreis, Höchstpreis) fixierter Preis. penetration m o d e l Durchdringungsmodell η, Marktdurchdringungsmodell (Marktpsychologie) Sammelbezeichnung für eine Reihe von Modellen zur Prognose von Marktanteilen und Erstkäufen, in denen der Anteil der Käufer, die ein Produkt wenigstens einmal gekauft haben, als Durchdringung oder Marktdurchdringung bezeichnet wird, die im Zeitverlauf einen Grenzwert annimmt, penetration pricing Penetrationsstrategie/, Penetrationspolitik / , P o l i t i k / d e r Marktdurchdrin-

321

personality

gung, Politik / der Marktpenetration (Markeringplanung/Preispolitik)

auf der Grundlage des im vergangenen Haushaltsjahr erzielten Umsatzes,

Eine Preispolitik bei der Einführung neuer Produkte, die im Gegensatz zur Abschöpfungsstrategie (skimming) in der Festsetzung eines niedrigen Einfuhrungspreises besteht. Ziel dieser Niedrigpreispolitik ist es, innerhalb kürzester Zeit einen hohen Marktanteil zu erreichen und so den Markt für die eigenen Produkte schnell in seinem ganzen Umfang zu erschließen.

percentage-of-profits method gewinnbezogene Methode /(der Budgetierung)

penetration strategy Penetrationspolitik / (Markeringplanung/Preispolitik) —» penetration pricing penny store Kleinpreisgeschäft η, Juniorwarenhaus η (Einzelhandel) Eine Betriebsform des Einzelhandels, deren Sortiment breit und flach ist und vorwiegend geringwertige Waren des täglichen Bedarfs faßt.

passive price awareness passive Preiskenntnis / (Konsumforschung/Marktforschung/Marketingplanung) Die Fähigkeit, Preise in ihrer Größenordnung richtig einzuschätzen, im Gegensatz zur effektiven Kenntnis tatsächlich geforderter Preise (aktive Preiskenntnis).

to perceive v/t + v/i wahrnehmen, empfinden, perzipieren, begreifen, erkennen (Psychologie) perceived instrumentality wahrgenommene Instrumentalität / (Psychologie/Einstellungsforschung/Marktpsychologie) In der kognitiven Theorie der Einstellung, die Morris J. Rosenberg 1956 entwickelte und 1960 elaborierte, ergibt sich die Gesamteinstellung aus den subjektiven Vorstellungen des Einstellungssubjekts von den Möglichkeiten eines Einstellungsobjekts, die subjektiven Werte zu fördern bzw. zu behindern, aufgeteilt in die Bedeutung dieser Werte (value importance) und die empfundene Instrumentalität eines Objekts hinsichtlich dieser Werte (perceived instrumentality).

perceived salience wahrgenommene Wichtigkeit/ Die Vorstellungen, die jemand darüber hat, was andere für wichtig halten,

percentage-of-anticipated-turnover method Methode / des erwarteten Umsatzes (Budgetierung) Eine Methode der Festsetzung des Marketingetats auf der Basis des für das kommende Haushaltsjahr erwarteten Umsatzes,

Ein Budgetierungsansatz, bei dem der Gewinn die Orientierungsgrundlage für die Festlegung der Höhe des Budgets ist.

percentage-of-sales method umsatzbezogene Methode/(der Budgetierung) Ein Budgetierungsansatz, bei dem die Höhe des Marketingbudgets proportional zum Umsatz festgelegt wird.

perceptual field Wahrnehmungsfeld η (Marktpsychologie) Die Gesamtheit der existierenden Produkte und Marken, von denen ein Konsument weiß. Gegenüber dem Berücksichtigungsfeld und dem Auswahlfeld ist das Wahrnehmungsfeld der größte Bereich von Waren und Marken in einem spezifischen Markt.

vgl. consideration frame, evoked set perceptual image Wahrnehmungsbild η, wahrgenommenes Image η (Psychologie) perceptual map Wahmehmungslandkarte / (Psychologie/Marktpsychologie) perceptual mapping Darstellung / in einer Wahrnehmungslandkarte /, Mapping η, Entwicklung/, Anfertigung/einer Wahrnehmungslandkarte, Anlage / v o n Wahrnehmungslandkarten (Psychologie/Marktpsychologie) Eine im Marketing und in der Marktforschung beliebte Form der graphischen Darstellung von Forschungsbefunden. Mappings haben die Aufgabe, komplexe und umfangreiche Informationen „auf einen Blick" sichtbar zu machen. Dem Mapping liegt die topologische Annahme zugrunde, daß zwei Merkmale bzw. Objekte einander um so ähnlicher sind, desto näher sie zueinander im Merkmalsraum („property space") liegen,

performance 1. Ausführung/, Durchführung/, Leistung /, Erfüllung /, Vollziehung /, Vollendung/, Vollstreckung/ 2. Aufführung /, Darstellung /, Vortrag m, Darbietung/, Vorstellung/ performance allowance Leistungsrabatt m (Konditionenpolitik) Ein Preisnachlaß für besondere Werbe- und Marketingleistungen eines Einzelhändlers,

permanent income hypothesis Dauereinkommenshypothese f (Wirtschaftslehre) Die Hypothese, daß der Konsum einer bestimmten Periode nicht vom gegenwärtigen Einkommen abhängt, sondern vom langfristigen Durchschnittseinkommen, dessen Höhe sich aus dem gegenwärtigen und dem voraussehbaren künftigen Einkommen ermittelt.

percentage-of-last-year's sales method —» percentage-of-previous-turnover method percentage-of-next-year's-sales method —> percentage-of-anticipated-tumover method percentage-of-previous-turnover method Methode / des letzten Jahresumsatzes (Budgetierung)

personality Persönlichkeit / (Psychologie/ Marktpsychologie/Marktforschung)

Eine Methode der Festsetzung des Marketingetats

Beim Versuch, Konsumentenverhalten zu deuten

personal sale und zu erklären, scheint es auf den ersten Blick außerordentlich plausibel anzunehmen, daß viele Aspekte des Konsumentenverhaltens wie z.B. Markentreue, Innovationsbereitschaft, usw. persönlichkeitsund temperamentbedingt sind, personal sale Direktverkauf m, Einzelverkauf m (der einzelne Verkaufsakt) personal selling personal selling persönlicher Verkauf m (Marketingplanung) Im Rahmen des Kommunikations-Mix eines Wirtschaftsunternehmens ist neben der Werbung, der Verkaufsförderang und der Öffentlichkeitsarbeit (Public Relations) der durch direkte Kommunikation und Interaktion der Verkäufer-Käufer-Dyade charakterisierte Kontakt zwischen den Verkaufsorganen des Herstellers und den Kunden das wohl wirksamste aber auch kostspieligste Instrument dieses Subbereichs des Marketing-Mix. personal written request schriftliche Direktbestellung/ p e r s o n m a r k e t i n g eigentl Personenmarketing n, W e r b u n g / f ü r eine Einzelperson (Politiker, Kandidat f ü r ein politisches A m t oder Schauspieler) p e r s o n n e l m a r k e t i n g Personalmarketing η Die Gesamtheit der auf die aktive Gestaltung der Transaktionen zwischen Wirtschaftsunternehmen und Arbeitnehmern zielenden Maßnahmen und Strategien. personnel p u r c h a s e Personalkauf m Personalkäufe liegen vor, wenn Betriebsangehörigen von Hersteller- oder Handelsbetrieben die von diesen hergestellten oder angebotenen Waren zu Vorzugspreisen abgegeben werden, persuasibility Beeinflußbarkeit / , Überredbarkeit / (Kommunikationsforschung) Eine Konstellation von Persönlichkeitsvariablen bei den Rezipienten von (Kommunikation, die sich in einer allgemeinen Aufgeschlossenheit gegenüber Einflüssen jeglicher Art zu Themen jeglicher Art und insbesondere gegenüber einer auf Überredung zielenden Kommunikation äußert, p e r s u a s i o n Überredung / , Beeinflussung / , Überzeugung / (Kommunikationsforschung) P E R T Abk P r o g r a m Evaluation and R e v i e w Technique per-unit m e t h o d (of b u d g e t i n g ) Verkaufseinheits-Methode / (der Budgetierung), Verkaufseinheits-Budgetierung / Eine Methode der Festsetzung von Marketingbudgets, bei der das pro Produkteinheit notwendige Ausgabevolumen festgelegt und das Gesamtbudget dann als Funktion des projektierten Absatzes und der Marketingkosten pro Verkaufseinheit dargestellt wird. phenomotive Phänomotiv η (Psychologie) Ein dem handelnden Individuum bewußtes Motiv, das vor der Handlung ein Ziel antizipiert. vgl. g e n o m o t i v e

322

physical distribution physische Distribution / , Marketinglogistik / Die wirtschaftlichen Funktionen der Raumüberwindung und Zeitüberbrückung zwischen sozialen Systemen und die mit der Beschreibung, Erklärung und Gestaltung der Prozesse des Material-, Energie- und Produktflusses befaßte wissenschaftliche Disziplin, pictorial t r a d e m a r k Bildzeichen η, B i l d m a r k e / Im Gegensatz zu Wortzeichen, Zahlen- und Kombinationszeichen ein ausschließlich aus einer Graphik oder einer anderen bildlichen Darstellung bestehendes Güte-, Firmen- oder Warenzeichen (wie z.B. der Mercedes-Stem). picture p r o b e Bildertest m, Renner-Nieten-Test m (Marktforschung) 1. Sammelbezeichnung für diejenigen projektiven Verfahren, bei denen Auskunftspersonen ein Bild mit einer Person in einer bestimmten Situation gezeigt wird und sie aufgefordert werden anzugeben, was diese Person in dieser Situation sagen könnte. 2. In der Modeforschung des Versandhandels ein Test, bei dem einer repräsentativen Stichprobe von Kunden ein vorläufiger Katalog mit zur Auswahl stehenden Modeartikeln und Modellen gezeigt wird und sie aufgefordert werden anzugeben, welche davon sie später kaufen würden. picture t r a d e m a r k M a r k e n z e i c h e n η, Bildzeichen η Derjenige Teil einer Marke, der als ein Symbol, eine Graphik, ein graphisches Zeichen, eine stilisierte Buchstabenkombination oder auch als Farbe oder Schreibweise visuell erkennbar, aber verbal nicht wiedergebbar ist und sich in dieser Hinsicht vom Markennamen unterscheidet. —» pictorial t r a d e m a r k P I M S m o d e l P I M S - M o d e l l (Profit I m p a c t of M a r k e t Strategies) η PIMS ist die Abkürzung für „Profit Impact of Market Strategies" und bezeichnet - wörtlich übersetzt - die „Wirkung von Marktstrategien auf den Gewinn". to place v/t piazieren, placieren, unterbringen p l a c e m e n t Plazierung / , Placierung / , Unterbringung/ p l a c e m e n t position Standort m, Standortposit i o n / , Verkehrsposition f (Wirtschaftslehre) Der geographischen Ort, an dem ein Wirtschaftsunternehmen Produktionsfaktoren einsetzt, um wirtschaftliche Leistungen zu erbringen, place strategy Standortstrategie f Strategie / der Standortwahl, Plazierungsstrategie / (Wirtschaftslehre/Betriebswirtschaft) Während die industriellen Standortentscheidungen in einem größeren volks- und betriebswirtschaftlichen Zusammenhang zu sehen sind, haben die Standortentscheidungen des Handels und vor allem des Einzelhandels auch als absatzpolitische Instrumente Bedeutung. Angelpunkt für Standortentscheidungen deijenigen Wirtschaftszweige, die ihr Ange-

323 bot unmittelbar an die Endverbraucher richten, ist der Absatz.

placing Belegung/, Positionierung/, Plazierung / planned obsolence geplante Veraltung / (von Produkten) planning Planen n, Planung/ plant 1. Betrieb m, Unternehmen n, Werk n, Fabrik/, Anlage/ Eine planvoll organisierte Wirtschaftseinheit, in der unter Einsatz von Gütern, die Produktionsfaktoren genannt werden, Güter erstellt (hergestellt, produziert) und abgesetzt werden.

2. Niederlassung/, Filiale/ plunge method eigentl Tauchmethode f Ziel-Aufgaben-Methode /, Ziel-Aufgaben-Ansatz m (Budgetierung) Die Umsetzung des Prinzips des Management nach Zielvorgaben (management by objectives) in die Budgetierung.

point-of-purchase (P.O.P., POP) Einkaufsstelle/, Einkaufsort m, Einkaufsplatz m, Einzelhandelsgeschäft n, in dem Waren eingekauft werden, Kaufort m —» point of sale point-of-sale (P.O.S., POS) -> point-of-purchase pole display Warenauslage /, die mit Hilfe einer Stange erhöht worden ist, erhöhte Warenauslage / (Einzelhandel) pole piece —» pole display polypolistic competition polypolistische Konkurrenz /, polypolistischer Wettbewerb m (Wirtschaftslehre/Wettbewerbstheorie) polypoly Polypol η (Wirtschaftslehre/Wettbewerbstheorie) Eine Form des marktwirtschaftlichen Wettbewerbs, bei der viele kleine Anbieter miteinander konkurrieren.

pooled buying group Einkaufsvereinigung /, Einkaufsgemeinschaft /, Einkaufsverband m (Beschaffungsmarketing) Eine Form der Einkaufskooperation, bei der die kooperierenden Unternehmen eine eigene Rechtsform haben.

P.O.P. (POP) Abk point-of-purchase population projection factor Bevölkerungshochrechnungsfaktor m (empirische Sozialforschung/Marktforschung ) Bei Stichprobenuntersuchungen der Faktor, mit dem ein Stichprobenwert multipliziert werden muß, damit man einen Wert erhält, der den entsprechenden Anteil in der Gesamtbevölkerung wiedergibt,

pop-up bin auseinanderklappbarer Auslagenbehälter m, auseinanderklappbarer Ausstellungskarton m (Einzelhandel) Ein Behältnis, das sich aufrichtet, wenn es auseinandergefaltet wird.

P.R.D. portfolio analysis Portfolio-Analyse / (Marketingplanung) portfolio management Portfolio-Management η (Marketingplanung) Ein Instrument der strategischen UnternehmensfUhrung mit dem Ziel der Bestimmung eines nach Chancen und Risiken künftiger Ertragsentwicklungen ausgewogenen Produktionsprogramms unter Berücksichtigung sowohl der Situation des eigenen Unternehmens wie der zu erwartenden Entwicklung der Umweltbedingungen vor dem Hintergrund des Umstands, daß die verschiedenen Produkte eines Wirtschaftsuntemehmens unterschiedliche Positionen im Produktlebenszyklus haben.

P.O.S. (POS) Abk point-of-sale position Position /, Plazierung /, Standort m, Stellung/(eines Produkts) to position v/t positionieren, piazieren, Standort, Plazierung von etwas festlegen position effect Plazierungseffekt m, Positionseffekt ra, Standorteffekt m positioning Positionierung/, Produktpositionier u n g / (Marktforschung) Die Schaffung oder Betonung von unverwechselbaren Stärken und Qualitäten eines Produkts, durch die es klar von anderen Produkten abgehoben wird,

positioning study Positionierungsuntersuchung /, Positionierungsstudie f (Marktforschung) position in the marketplace Marktposition /, Marktstellung / (Wirtschaftslehre) post 1. Pfahl m, Posten m, Ständer m, Stange /, Anschlagsäule / 2. brit Post/, Postamt n, Postzustellung/ to post 1. v/t anschlagen, anbringen, ankleben, aufhängen, aushängen, mit Plakaten bekleben, durch Aushang oder Anschlag bekanntgeben, in die Öffentlichkeit bringen, anprangern 2. v/t brit aufgeben, zur Post geben, in den Briefkasten werfen postage Porto n, Porti n/p/, Postgebühr (en) f/pl postage and handling kurz für postage and handling charge postage and handling charge (Ρ & Η, Ρ and H, P. and H.) Unkosten pi, Zuschlag m für Versand, Porto und Bearbeitung postal adj postalisch, die Post betreffend, das Postwesen betreffend potential buyer —> prospective buyer potential consumer —> prospective consumer power of demand Nachfragemacht / (Wirtschaftslehre) Die sich aufgrund der Stärke und des Umfangs der Nachfrage ergebende Fähigkeit eines Nachfragers, den Handlungs- und Verhandlungsspielraum von Anbietern mit dem Resultat der gleichzeitigen Erweiterung seines eigenen Handlungs- und Verhandlungsspielraums zu verengen.

P.R.D. Abk product research and development

precis

precis (precis) Übersicht / , Z u s a m m e n f a s s u n g / , gedrängte D a r s t e l l u n g / to precis (to precis) v/t eine kurze Z u s a m m e n f a s s u n g geben von, kurz z u s a m m e n f a s s e n , gedrängt darstellen p r e d a t o r y competition Verdrängungswettbewerb m (Wirtschaftslehre/Wettbewerbstheorie/ Marketing) Eine Form der Konkurrenz, bei der ein Marktteilnehmer das Ziel verfolgt, einen Mitbewerber aus dem Markt zu verdrängen, preference Präferenz / (Wirtschaftslehre/ Marktpsychologie/Marketing) Die Bevorzugung eines von mehreren Objekten. In der Wirtschaftstheorie und im Marketing wird der Terminus zur Bezeichnung einer Einstellung von Konsumenten gegenüber Produkten und insbesondere gegenüber einem bestimmten Markenartikel verwendet, durch die an sich gleiche Güter differenziert werden und sich ein unvollkommener Markt bildet. p r e f e r e n c e m a p Präferenzlandkarte / (Marktpsychologie/Marktforschung) p r e f e r e n c e m a p p i n g Anfertigung / von Präferenzlandkarten (Marktpsychologie/Marktforschung) p r e f e r e n c e principle Präferenzprinzip η, R a n g folgeprinzip η (empirische Sozialforschung/ Marktforschung) Ein bei Produkt-Vergleichstests angewandtes Prinzip, nach dem die Auskunftspersonen aufgefordert werden, mehrere Produkte untereinander zu vergleichen und anzugeben, welches von ihnen sie gegenüber den anderen bevorzugen, p r e f e r e n c e rating Präferenz-Rating η (empirische Sozialforschung) Ein Rating-Verfahren, bei dem die Präferenzen von Auskunftspersonen für bestimmte Objekte, Gegenstände oder Personen in eine Rangordnung gebracht werden oder auf einer vorgegebenen Skala eingestuft werden, so daß sich dabei eine Präferenzenordnung ergibt. preference structure Präferenzstruktur / (Marktpsychologie/Marktforschung ) p r e f e r e n c e test Präferenztest m (Marktforschung) Ein Test, der dazu dient, die Präferenzen von Konsumenten für bestimmte Produkte bzw. Produkteigenschaften zu ermitteln, p r e m i u m price Prämienpreis η (Konditionenpolitik) Ein relativ hoher Preis, der mit hoher Produktqualität verbunden ist. to p r e p a c k v/t i m voraus, fertig verpacken prepackage Fertigpackung/ Ein Produkt in einer Verpackung beliebiger Art, das in Abwesenheit des Käufers abgepackt und verschlossen wurde, so daß die Menge des darin enthaltenen Produkts ohne Öffnung bzw. ohne merkliche

324 Änderung der Verpackung nicht verändert werden kann. p r e p a c k display fertig verpackte Warenauslage / , vorgepackte Warenauslage / , Auslagekarton m, A u s l a g e p a c k u n g / (Einzelhandel) Ein als Warenausstellungsstück geeigneter Auslagekarton, der beim Einzelhändler so angeliefert wird, daß er nur noch ausgestellt zu werden braucht, p r e p a c k shipper —» p r e p a c k display presentation Präsentation / , Vergabe / Die mehr oder minder ausführliche Ausarbeitung, mit der ein Dienstleistungsunternehmen z.B. des Marketing einem potentiellen Klienten seine Konzeptionen, Leistungen und seine Leistungsfähigkeit in der Absicht vorführt, von diesem Klienten einen Auftrag zu erhalten, presentation effect Präsentationseffekt m, Darbietungseffekt m (Marketing) Die Wirkung, die eine Produktpräsentation auf die Verkäufe hat. p r e s e n t m e n t Darstellung / , W i e d e r g a b e / , Abbildung / , Bild n, A u f f ü h r u n g / , Darbietung / , V o r f ü h r u n g / , äußere E r s c h e i n u n g / prestige utility Geltungsnutzen m, Prestigenutzen m (Wirtschaftslehre/Marktpsychologie) Der Zusatznutzen von Produkten oder Dienstleistungen, der in dem Zuwachs an Ansehen liegt, das ein Käufer durch den Erwerb und die Nutzung eines prestigebehafteten Produktes zu gewinnen hofft und möglicherweise sogar gewinnt, prestige value Prestigewert m —> prestige utility price Preis m (Wirtschaftslehre/Konditionenpolitik) Der in Geld ausgedrückte Tauschwert einer Ware oder einer Leistung, price acceptance P r e i s b e r e i t s c h a f t / (Marktpsychologie/Marketing ) Der Preis, den eine Person oder ein Haushalt höchstens für ein bestimmtes Produkt bzw. einen bestimmten Nutzenwert auszugeben bereit ist. price a w a r e n e s s 1. Preisbewußtsein η (Marktpsychologie/Marketing) Das Vorhandensein einigermaßen präziser Vorstellungen von Verbrauchern über den angemessenen Preis für eine bestimmte Ware oder Dienstleistung. vgl. quality awareness 2. Preiskenntnis / (Konsumforschung/Marktforschung/Marketingplanung ) Sowohl die effektive Kenntnis tatsächlich geforderter Preise (aktiver Preiskenntnis) wie die Fähigkeit, Preise in ihrer Größenordnung richtig einzuschätzen (passive Preiskenntnis), price bottom-line Preisuntergrenze / (Wirtschaftslehre/Betriebswirtschaft) Der nach einem oder mehreren festgelegten Kriterien angesetzte Mindestpreis, bei dessen Unterschreitung der Verzicht auf den Güterverkauf in ei-

price tableau

325 nem bestimmten Zeitpunkt die Zielsetzung(en) des Wirtschaftssubjekts besser erfüllt als der Verkauf des Gutes.

price cut Preissenkung / (Wirtschaftslehre/Betriebswirtschafi) price differentiation Preisdifferenzierung / (Konditionenpolitik/Preispolitik) Eine Strategie in der Preispolitik, die in der Bestimmung verschiedener Preise für dasselbe Produkt bzw. dieselbe Dienstleistung auf verschiedenen Märkten bzw. Teilmärkten besteht.

vgl. product differentiation price discount Rabatt m (Konditionenpolitik) Im Rahmen des Kontrahierungs-Mix sind Rabatte spezifische Marketinginstrumente, die in engem Zusammenhang mit der Preispolitik stehend, entweder eine besondere Leistung eines einzelnen Abnehmers belohnen und/oder in einer Art Feinabstimmung gegenüber dem groben Instrument des Preises beim Abnehmer akquisitorische Wirkungen zu erzielen versuchen, indem sie den Preis an die individuelle Besonderheit des Anbieter-Abnehmer-Verhältnisses anpassen.

price increase Preiserhöhung/, Preissteigerung / (Konditionenpolitik/Marketingplanung) Im Gegensatz zum Preisniveau ist der Einfluß von Preisveränderungen auf den Marktanteil erheblich. Preiserhöhungen kosten Marktanteils-Prozente, Preisreduktionen schaffen hingegen zusätzliche Marktanteils-Prozente,

price index Preisindex m (Wirtschaftslehre/Statistik) —» consumer price index price leader Preisführer m (Wirtschaftslehre/Wettbewerbstheorie ) —» price leadership price leadership Preisführerschaft /, Preisführung / (Wirtschaftslehre/Wettbewerbstheorie) Eine absatz- und preispolitische Marktkonstellation, die dadurch charakterisiert ist, daß ein einziges von mehreren miteinander konkurrierenden Unternehmen den Zeitpunkt und den Umfang von Preisänderungen für die von den verschiedenen Unternehmen angebotenen Güter bestimmt und die Konkurrenten die Änderung nachvollziehen,

price level Preisstellung /, Preisniveau η (Wirtschaftslehre/Marketing ) Die Preislage einer Marke in Relation zu allen anderen Mitbewerbern innerhalb eines Produktbereichs.

price limit Preisgrenze f (Wirtschaftslehre) —> price ceiling, price bottomline price line Preisschwelle / (Wirtschaftslehre/Marktpsychologie) Häufig sind Preis-Absatz-Funktionen nicht stetig, sondern weisen Sprünge auf mit der Folge, daß die Nachfrager auf Preisänderungen, sofem sie die Schwelle nicht erreichen, überhaupt nicht reagieren. Reaktionen setzen erst ein, wenn die Preisschwelle über- oder unterschritten wird.

—> odd pricing price maintenance Preisbindung / der zweiten Hand, vertikale Preisbindung / (Wirtschaftslehre/Preispolitik) Die bindende Verpflichtung für einen als Wiederverkäufer auftretenden Abnehmer, beim Wiederverkauf einen vom Anbieter festgesetzten Preis zu verlangen.

price marking Preisauszeichnung/ price-off Preissenkung /, Preisnachlaß m (Wirtschaftslehre/Marketing/Verkaufsförderung) Preisveränderungen erfassen die Preisbewegungen einer Marke in Relation zur Konkurrenz. Es handelt sich also um zeitlich und räumlich begrenzte Veränderungen der Marken zueinander,

price-off pack —> price pack price-off promotion Verkaufsförderung /, Verkaufsförderungsmaßnahme /durch Gewährung eines Preisnachlasses —> price-off price pack Sonderangebotspackung /, Packung / m i t reduziertem Sonderangebotspreis —» cents-off, price-off pack price-quality association Preis-Qualitäts-Assoziation /, Preis-Qualitäts-Irradiation / (Marktpsychologie/Konsumforschung/Marketing) Vor allem für Produkte, die den Konsumenten unbekannt sind und deren Qualität sie nicht richtig einzuschätzen vermögen, gilt der Preis den Konsumenten ganz offenkundig als Indikator für die Qualität des Produkts, und zwar bei manchen Produkten in einem solchen Maße, daß bei einer Preiserhöhung sogar die nachgefragte Menge steigen kann,

price-quality irradiation —» price-quality association price quotation Preisangabe f (Einzelhandel) Grundsätzlich gilt, daß wer Endverbrauchern Waren oder Leistungen anbietet oder als Anbieter von Waren oder Leistungen gegenüber Verbrauchern wirbt, die Preise anzugeben hat, die einschließlich der Umsatzsteuer und sonstiger Preisbestandteile unabhängig von einer Gewährung von Rabatten zu zahlen sind (Endpreise),

price recommendation Preisempfehlung/, vertikale Preisempfehlung / (Konditionenpolitik/ Preispolitik) Seit dem Wegfall der Preisbindung der zweiten Hand für Markenartikel ist es Anbietern nur noch möglich, dem Handel unverbindliche Preisempfehfungen für den Wiederverkaufspreis auszusprechen,

price tableau Preisschwelle / lehre/Marktpsychologie)

(Wirtschafts-

Häufig sind Preis-Absatz-Funktionen nicht stetig, sondern weisen Sprünge auf mit der Folge, daß die Nachfrager auf Preisänderungen, sofem sie die Schwelle nicht erreichen, überhaupt nicht reagieren. Reaktionen setzen erst ein, wenn die Preisschwelle über- oder unterschritten wird.

—» odd pricing

price test

price test —> pricing test price t h r e s h o l d —> price tableau pricing 1. Preisgestaltung / , Preisgebung / , Preispolitik / Die Preispolitik ist eines der strategischen Instrumente, das der Unternehmensleitung zur Realisierung der obersten Unternehmensziele zur Verfügung steht. Sie umfaßt zielorientierte Entscheidungen über die Preislage, innerhalb deren das Unternehmen operieren will, und über die Preisfixierung für neue Produkte bzw. über Preisänderungen für im Leistungsprogramm enthaltene Güter. 2. Kontrahierungs-Mix m, Kontrahierungspolitik / , E n t g e l t p o l i t i k / Die Gesamtheit der Unternehmensentscheidungen über den Einsatz der Preispolitik, der Rabattpolitik, der Konditionenpolitik einschließlich der Lieferongs- und Zahlungsbedingungen und der Kreditpolitik. p r i c i n g tableau —» price tableau pricing test Preisgebungstest m, Preistest m, Preisbereitschaftstest m (Marktforschung) Eine Art des Produkttests, durch den die Preisbereitschaft von Konsumenten untersucht wird, um zu ermitteln, welche Preise sie für ein gegebenes Produkt zu zahlen bereit wären, p r i m a c y of sales Primat m des Absatzes, Primat m d e s Absatzsektors (Wirtschafislehre/Marketing) Die für Käufermärkte und die marktorientierte Unternehmensfuhrung unter der Vorherrschaft der Marketingkonzeption charakteristische Situation in Wirtschaftsunternehmen, in der sich alle Abteilungen und Bereiche der Unternehmenstätigkeit dem Primat des Absatzsektors unterordnen, p r i m a c y of the sales sector - » primacy of sales p r i m a r y d e m a n d 1. Grundbedarf m, Primärn a c h f r a g e / , N a c h f r a g e / n a c h einer Produktgruppe, einer Produktkategorie, Primärbedarf m (Wirtschaftslehre/Marktpsychologie) Der zur Deckung existenzieller Lebensnotwendigkeiten dienende Bedarf im Gegensatz zum Zusatzbedarf, zu dem die Dinge zu zählen sind, die ihrem Charakter nach eher angenehme Zutaten darstellen. 2. N e u b e d a r f m (Wirtschaftslehre/Marktpsychologie) Der im Gegensatz zum Ersatzbedarf erstmals, zur Deckung des Erstausstattungsbedarfs eintretende Bedarf. vgl. secondary d e m a n d p r i m a r y m a r k e t i n g a r e a (P.M.A.) Hauptverkaufsbereich m, A b s a t z m a r k t m, Hauptabsatzgebiet η eines Produkts oder einer Dienstleistung, Haupteinzugsgebiet n, Einzugsgebiet n, Einzugsbereich m, Haupteinzugsbereich m (Einzelhandel/Standortforschung) Das geographische Gebiet, aus dem ein Geschäft

326 bzw. eine Agglomeration von Geschäften seine Kunden zieht, p r i m a r y m a r k e t resistance primärer Marktwiderstand m (Marktpsychologie) Der allein psychologisch erklärbare Widerstand vieler Konsumenten gegen Marktneuheiten bzw. gegen das Neue schlechthin. Schlüsselfiguren bei der Überwindung primärer Marktwiderstände sind die Innovatoren, die den Prozeß der Innovation und Diffusion von Neuerungen in Gang setzen (können). vgl. secondary m a r k e t resistance p r i m a r y m o t i v e primäres M o t i v η (Psychologie/Marktpsychologie/Marktforschung) Ein phylogenetisch und ontogenetisch zuerst vorhandenes, erbbedingtes, physiologisches Motiv wie z.B. Hunger, Durst, Sexualtrieb, für die meist der Begriff des Triebs verwendet wird, p r i m a r y n e e d P r i m ä r b e d ü r f n i s η, physiologisches B e d ü r f n i s η (Psychologie/Marktpsychologie) Bei den Bedürfnissen wird generell zwischen den erbbedingten, physiologischen Primärbedürihissen auf der einen und den kulturbedingten, erworbenen Sekundärbedürfnissen auf der anderen Seite unterschieden, primary p r o d u c t G r u n d w a r e / Die Nachfrage nach einer Folgeware ist zwangsläufig oder fakultativ mit der Nachfrage nach Grundwaren verbunden, während umgekehrt durch die Nachfrage nach einer Grandware zwangsläufig oder fakultativ die Nachfrage, und damit auch die Ausgaben, für die Folgewaren festgelegt sind, p r i m a r y stage E i n f ü h r u n g s p h a s e / , E i n f ü h rungsstadium η (Marktpsychologie/Marketing) Diejenige Phase im Produktlebenszyklus, die mit der Lancierung eines neuen Produkts beginnt und mit dem Erreichen der Gewinnschwelle endet, p r i m a r y utility G r u n d n u t z e n m (Wirtschaflslehre/Marketing) Die technisch-funktionale Seite eines Produkts, d.h. die Produktqualität, der gestiftete Nutzen für den Nachfrager. private b r a n d H a u s m a r k e / , Händlermarke / , E i g e n m a r k e / , Verteilermarke / (Marketingplanung) —> private label vgl. national brand private label H a n d e l s m a r k e / , H ä n d l e r m a r k e / , Eigenmarke / (Marketingplanung) Eine Handelsmarke, die aus der Produktion eines Händlers stammt und von diesem unter seinem eigenen Warenzeichen verkauft wird, prize c o m p e t i t i o n Preisausschreiben η, Werbewettbewerb m (Marketingplanung/Verkaufsförderung) In rechtlicher Hinsicht sind Preisausschreiben eine besondere Art der Auslobung, bei der jemand eine Belohnung erhält, der sich ausdrücklich um Teilnahme beworben hat und dem diese aufgrund der Teilnahmebedingungen durch den Auslobenden

327 selbst oder durch einen von diesem eingesetzten Preisrichter bzw. eine Jury zugesprochen wird. —» prize contest

prize contest -> prize competition probability of buying Kaufwahrscheinlichkeit / (Konsumforschung/Marktforschung) Der Anteil der Personen oder Haushalte in einer Zielgruppe, die einen bestimmten Artikel innerhalb eines festgelegten Zeitraums kaufen werden. In der Marktforschungspraxis werden Kaufwahrscheinlichkeiten meist durch Befragungen über die Kaufabsichten ermittelt,

problem solution Problemlösung/ problem-solving consistency Problemtreue / Bedarfstreue / (Marketing/Marketingplanung) Ein Herstellerverhalten, das auch bei raschem technologischem Wandel und dem durch den technischen Fortschritt bedingten Wandel der Produkte stets darauf bedacht ist, auch die wechselnden Produkte zur Lösung derselben bzw. gleicher oder weitgehend ähnlicher Probleme anzubieten,

processing organization Ablauforganisation / (Marketingorganisation) Eine Grundform der Marketingorganisation, die sich in erster Linie mit der organisatorischen Gestaltung des Ablaufs einzelner Arbeitsprozesse (wie z.B. der Absatzplanung) des Marketing in der Unternehmensorganisation beschäftigt,

produce Produkt n, Erzeugnis n, Leistung/ to produce v/t herstellen, produzieren, erzeugen, machen producer 1. Produzent m, Hersteller ra, Erzeuger m, Fabrikant m (Wirtschaftslehre) 2. Hersteller m, Herstellungsfachmann m, Produktionsleiter m producer good (meist pi producer goods) Produktionsmittel η, Investitionsgut η, Produktionsgut η (Produktionsgüter n/pl) (Wirtschaftslehre) Produktionsgüter sind gewerbliche Verbrauchsgüter d.h. solche Produktivgüter, die anders als die Investitionsgüter beim Produktionsprozeß verbraucht werden, indem sie unverändert, bearbeitet oder verarbeitet zur Herstellung von anderen Gütern verwendet werden und in diese direkt oder indirekt eingehen (Rohstoffe, Vorprodukte, Einbauteile oder Einbauaggregate) oder zu deren Produktion verbraucht werden (Hilfsstoffe, Betriebsstoffe, Schmierstoffe wie z.B. Heizöl, Kohle, elektrische Energie). —> industrial g o o d

producer market P-Markt m, Produzentenmarkt m (Wirtschaftslehre/Marketing) Ein Markt, der aus Einzelpersonen und Organisationen besteht, die Güter und Dienstleistungen mit dem Ziel erwerben, selbst Produkte oder Dienstleistungen hervorzubringen, die an andere verkauft vermietet, oder diesen auf anderer Basis zur Verfügung gestellt werden.

product differentiation producer's brand Hersteller-Handelsmarke / (Marketingplanung ) Ein aus fremder Produktion stammender Markenartikel, den ein Markenartikelhersteller hinzugekaufi und mit dem eigenen Markennamen versehen hat.

producer's goods —> producer good producer's price Erzeugerpreis m (Konditionenpolitik) Der Preis, zu dem ein Erzeuger der Land- und Ernährungswirtschaft eines seiner Erzeugnisse weiterverkauft.

producer's surplus Produzentenrente / (Wirtschaftslehre) Der aus dem Umstand resultierende Gewinn, daß einige Anbieter bereit wären, ein Gut auch zu einem unter dem Gleichgewichtspreis liegenden Preis anzubieten, weil sie geringere Kosten haben,

product Produkt n, Erzeugnis η (Wirtschaftslehre/Betriebswirtschaft/Marketing) Eine Objektmenge, die zur Befriedigung eines bestimmte Bedarfs bzw. Bedürfnisses geeignet ist, d.h. eine absatzwirtschaftliche Leistung, deren Beurteilung anhand von Nutzenerwartungen vorgenommen wird.

product abandonment —> product elimination product acceptance Produktakzeptanz / (Marktpsychologie/Marktforschung) Die positive Aufnahme neuen Produkten durch eine Zielgruppe (potentielle Käufer, Umworbene, potentielle Nutzer usw.).

product acceptance test (P.A.T.) Akzeptanztest m für ein Produkt (Marktforschung) product appeal Appeal m, Anziehungskraft / eines Produkts (Marktpsychologie/Marketing) product-brand association Markenprägnanz / (Marktpsychologie/Marketing ) Die Prägnanz einzelner Elemente eines Markenartikels (wie z.B. seine Verpackung, sein Markenzeichen usw.).

product category Produktgruppe /, Produktkategorie /, Produktklasse /, Produktgattung / (Wirtschaftslehre/Betriebswirtschaft/Marketing) -> product line product deletion —> product elimination product design Produktgestaltung /, Produktdesign η Die Gesamtheit der mit den Nutzenerwartungen von Konsumenten verknüpften Faktoren eines Produkts,

product development Produktentwicklung / (Marketingplanung ) Der Prozeß der planmäßigen Verbesserung und Modernisierung bestehender sowie der systematischen Konzipierung und Herstellung neuer Produkte innerhalb eines Wirtschaftsuntemehmens.

product differentiation Produktdifferenzierung / (Marketingplanung) Eine Strategie der Marktspaltung, die in der Veränderung von Einzelmerkmalen eines Produkts be-

product display steht wie z.B. seiner Konstruktion, seines Design, seiner Verpackung, seiner Aufmachung oder Ausstattung, seiner Qualität oder auch seiner Werbung mit dem Ziel, das aufgrund dieser Veränderungen entstehende neue Produkt sowohl von dem bis vor Eintritt dieser Veränderungen bestehenden Produkt wie auch von anderen Produkten klar abzuheben, p r o d u c t display Warenauslage / , Produktauslage / ( Einzelhandel) p r o d u c t elimination Produktelimination / , Produkte-Elimininierung / ( M a r k e t i n g p l a n u n g ) Der völlige Verzicht auf die Herstellung und Distribution bisheriger Einzelprodukte, Produktvarianten oder Produktlinien, product evaluation P r o d u k t b e w e r t u n g / , Produktevaluierung / , Produkt-Screening η (Marketingplanung) Der Prozeß der Herausarbeitung deijenigen Konzeptionen und Ideen, die mit den Möglichkeiten und Zielen eines Wirtschaftsunternehmens in Übereinklang stehen, technisch und finanziell machbar sind und am Markt erfolgreich zu sein versprechen, p r o d u c t evaluation m a t r i x Produktbewertungsmatrix / p r o d u c t field Produktbereich m, Erzeugungsbereich m (Wirtschaftslehre) p r o d u c t idea d e v e l o p m e n t Produktideenfindung / , Neuproduktideenfindung / (Marketingplanung) Die mehr oder minder systematische Entwicklung von Produktideen, p r o d u c t idea finding —> product idea development p r o d u c t idea generation —> product idea development p r o d u c t i m a g e P r o d u k t i m a g e η, I m a g e η des Produkts, Gattungsimage η (Marketing/ Marktpsychologie ) Das bei bestimmten Personenkreisen wie den beteiligten Verkehrskreisen, den Abnehmern, den Kunden, der Konkurrenz usw. oder auch der allgemeinen Öffentlichkeit vorherrschende Vorstellungsbild über eine ganze Produktgattung, Warengruppe oder Branche (die Waschmittelindustrie, die Kaffeehersteller usw.), das auch das Image eines jeden einzelnen Markenartikels entscheidend mitprägen kann. p r o d u c t i o n Produktion / , Warenproduktion / , Erzeugung/, Herstellung/, Fabrikation/ p r o d u c t i o n c h a r g e Rechnungsbetrag m, Rechnungsposten m f ü r Herstellungskosten, Herstellungskosten pl p r o d u c t i o n cost(s) pl Herstellungskosten pl p r o d u c t i o n d e p a r t m e n t H e r s t e l l u n g / , Herstellungsabteilung / , Produktion / , Produktionsabteilung/ p r o d u c t i o n director Leiter m der Herstellung,

328

Leiter m der Herstellungsabteilung, Produktionsleiter m p r o d u c t i o n m a n a g e r —> production director p r o d u c t i o n p r o g r a m (brit p r o d u c t i o n prog r a m m e ) P r o d u k t i o n s p r o g r a m m η (Marketing planung) Die Gesamtpalette des Angebots an Produkten und/ oder Dienstleistungen im Rahmen des Produktmix eines Herstellers, p r o d u c t i t e m Artikel m, Warenart / (Einzelhandel/Großhandel) Die gattungsgemäße Zusammenfassung von Sorten zu einer Warenarten, p r o d u c t launch P r o d u k t e i n f ü h r u n g / , E i n f ü h rung / eines n e u e n Produkts (neuer Produkte), Produktlancierung / ( M a r k e t i n g p l a n u n g ) Der aufgrund einer Produktdifferenzierung oder Diversifikation des Originalsortiments eines Wirtschaftsuntemehmens in Gang gebrachte Prozeß der Einbringung neuer Waren und Dienstleistungen auf dem Absatzmarkt, p r o d u c t life c y c l e Produkt-Lebenszyklus m, Lebenszyklus m eines Produkts, einer Ware CMarktpsychologie) Der Vorstellung von Lebenszyklen für Produkte liegt die Erkenntnis zugrunde, daß alle Produkte ganz unabhängig von der Länge ihrer Gesamtlebensdauer bestimmte charakteristische Phasen durchlaufen, die in grober Analogie zum menschlichen Lebenszyklus aufgefaßt werden können: Sie werden geplant und gewissermaßen gezeugt (Produktplanung und -realisierung), geboren (Markteinführung), sie wachsen (Wachstumsphase), reifen heran (Reifephase), werden alt (Sättigungsphase) und sterben (Degenerationsphase), manchmal sehr lange (Produktversteinerung), p r o d u c t line P r o d u k t g r u p p e / , Produktkategorie / , Produktfamilie / (Wirtschaftslehre/Betriebswirtschaft/Marketingplanung ) Eine Gruppe von Produkten, die aufgrund von absatzrelevanten Kriterien wie z.B. dem Bestehen eines Bedarfszusammenhangs oder auch eines produktionstechnischen Zusammenhangs in einer engen Beziehung zueinander stehen und im Absatz miteinander verflochten sind, p r o d u c t loyalty Produkttreue / , Materialtreue / (Wirtschaftslehre/Marketingplanung) Ein absatzpolitisches Verhalten von Wirtschaftsunternehmen bei der Gestaltung ihrer Produktionsprogramme, das sich in Fällen anbietet, in denen die objektiven Verhältnisse (Rohstoffvorkommen, Ausschöpfung von Marktchancen, durch die der Wechsel des Produktionsprogramms inopportun erscheint; die vorhandenen Anlagen lassen keine andere als die herkömmliche Fertigungsweise zu usw.) die Beibehaltung des bestehenden Produktionsprogramms geraten erscheinen zu lassen, so daß für dasselbe Produkt neue Verwendungszwecke und Märkte gefunden werden müssen, p r o d u c t m a n a g e m e n t P r o d u k t - M a n a g e m e n t η,

329

product testing

Produktmanager-System η, Integrationssystem η (Marketingorganisation)

neuen Produkten von der Ideenfindung bis zur Markteinführung,

Eine spezifische Form der Marketingorganisation, die eine besondere, organisatorisch institutionalisierte Form der produktbezogenen Steuerung und Koordination betrieblicher Aktivitäten durch Produktmanager darstellt,

product position —» position product positioning Produktpositionierung / (Marketingplanung/Marktpsychologie) product profile Produktprofil η, Produktimage η (Marktpsychologie/Marktforschung) —» product image product quality Produktqualität /, Qualität / des Produkts product quality test Produktqualitätstest m (Marktforschung)

product manager Produktmanager m, Leiter m der Abteilung Marketing, Werbung und Verkaufsförderung eines Markenartikelproduzenten (Marketing) product maturity Reifephase / im Produktlebenszyklus (Marktpsychologie) Die dritte Phase im Produktlebenszyklus, die dadurch charakterisiert ist, daß bei fortgesetzter Marktausdehnung die Zuwachsraten des Umsatzes und die Umsatzrentabilität des Produktes bereits abzusinken beginnen.

product mix Produkt-Mix n, Leistungsprogramm n, Produktpolitik / (Marketing/Marketingplanung) Die Gesamtheit der von einem Wirtschaftsuntemehmen auf dem Markt angebotenen Güter und Leistungen.

product name test Namenstest m (Marktforschung) Eine Art des Produkttests, der sowohl als ein Versuch der Namensfindung wie der Eignung eines Produkt- oder Markennamens durchgeführt wird,

product objective Produktziel η (Marketingplanung) product personality Produktpersönlichkeit / (Marktpsychologie) Eine von Pierre D. Martineau erstmals in den 1950er Jahren in die Imageforschung ebenso wie in das praktische Marketing eingebrachte Sichtweise des Images von Produkten in Analogie zum psychologischen Begriff der Persönlichkeit und die sich daraus konsequent ergebende Bezeichnung von Produkten mit entsprechenden individualpsychologischen Begriffen wie z.B. jung, dynamisch, aktiv, usw.

product pickup test Greifbühnentest m, Schnellgreifbühnentest m (Marktforschung) Ein Typ des Produkt- oder Packungstests, bei dem eine Reihe von alternativen Produkten oder Packungen auf einer bühnenähnlichen Fläche, die elektromechanisch bewegt werden kann, dargeboten werden.

product placement Produktplazierung /, Product Placement η Eine Marketingstrategie, die in der systematischen, kommerziellen Vermittlung von Markenartikel an Unternehmen der Film- und Femsehproduktion zum Zwecke des Einsatzes bzw. der Benutzung dieser Produkte im Rahmen eines Unterhaltungsfilms besteht.

Eine Sonderform des Produkttests, bei der anders als beim Namens- oder Packungstest die Beschaffenheit und das Qualitätsniveau des Produkts selbst Gegenstand des Tests sind,

product rating Warentest m, vergleichender Warentest m Die Prüfung und Bewertung der für die Gebrauchstauglichkeit maßgebenden Eigenschaften von ihrer Herkunft nach bestimmbaren Waren,

product relaunch Produktvariation /, ProduktRelaunch m (Marketingplanung) Die Änderung physikalischer, funktionaler, ästhetischer und/oder symbolischer Eigenschaften bzw. die Änderung der mit einem Produkt verknüpften Zusatzleistungen,

product research Produktforschung / (Marketingplanung) product research and development (P.R.D.) Produktforschung / und -entwicklung f (Marketingplanung) Die Gesamtheit der Unternehmensaktivitäten zur Verbesserung, zur Entwicklung und zur Einfuhrung neuer Produkte und ihrer speziellen Gestaltung, um sie von ähnlichen Erzeugnissen der Konkurrenz abzuheben.

product sample Warenprobe /, Warenmuster η Ein Gegenstand, der in seinem Gesamtcharakter, also Form, Art, Aussehen, Aufmachung usw., seltener jedoch Größe, einer angebotenen Ware entspricht und potentiellen Käufern die Möglichkeit gibt, sich ein Bild von der Warenbeschaffenheit und -ausstattung zu verschaffen,

product Screening —> product evaluation product sort Sorte /, Produktsorte /(Einzelhandel/Großhandel) Als Sorte bezeichnet man die kleinste, nicht weiter teilbare Einheit eines Sortiments. Im Handel wird das Sortiment von Sorten gebildet, die gattungsgemäß zu Artikeln (Warenarten) zusammengefaßt werden.

product test Warentest m, Produkttest m (Marktforschung)

product planning Produktplanung / (Marketingplanung)

In der Produktplanung und -realisierung stellen Produkttests, Store-Tests und/oder Markttests in Testmärkten den letzten Schritt vor der endgültigen Markteinführung eines Produkts dar.

Der Prozeß der Planung und Verwirklichung von

product testing Durchführung / von Waren-

p r o d u c t type

tests, eines Warentests, von Produkttests, eines Produkttests (Marktforschung) p r o d u c t type Produktart / , Produktgattung / Produkttyp m (Wirtschaftslehre/Betriebswirtschaft/Marketing) Nach verschiedenen Kriterien lassen sich die folgenden Unterscheidungen nach Produktarten treffen: I. Nach dem Verwendungszweck: 1. Konsumgüter 2. Produktivgüter a) Investitionsgüter b) Produktionsgüter II. nach der Verwendungsreife: 1. Rohstoffe oder Urstoffe 2. Halbwaren und Halbfertigerzeugnisse, Halbzeug, Zwischenprodukte 3. Fertigerzeugnisse III. nach der Zahl der Bedarfsträger: 1. Massenprodukte 2. Individualgüter TV. nach der Selbstverkäuflichkeit: 1. problemlose Produkte, die „sich selbst verkaufen" 2. problemvolle Produkte, die beim Verkauf im allgemeinen Beratung der Käufer erfordern. V. nach dem BeschafTungsaufwand: 1. convenience goods 2. Shopping goods 3. specialty goods VI. nach dem Charakter der Kaufentscheidung: 1. low-interest products 2. high-interest products p r o d u c t u s a g e Produktnutzung / , Produktgebrauch m (Konsumforschung/Marktforschung) p r o d u c t u s a g e test Gebrauchstest m (Konsumforschung/Marktforschung) Eine besondere Form des Produkttests, durch den die Erfahrungen geprüft werden, die Konsumenten mit dem längeren Gebrauch eines Erzeugnisses gemacht haben. p r o d u c t variation Produktvariation / (Marketingplanung) —> product relaunch profitability Rentabilität / , Wirtschaftlichkeit / (Wirtschaftslehre/Betriebswirtschaft) profitability comparison Rentabilitätsvergleich m, Wirtschaftlichkeitsvergleich m (Wirtschaftslehre/Betriebswirtschaft) profit center Ertragszentrum η, Profit Center η (Marketingorganisation ) In der Untemehmensorganisation ein dezentralisiener, weitgehend autonomer Unternehmensbereich, dessen Erträge im Gegensatz zum Kostenzentrum (cost center) für eine Planperiode separat ausgewiesen werden. profit center organization —> profit center profit f u n c t i o n G e w i n n f u n k t i o n / (Wirtschcifislehre/Betriebswirtschaft) Diejenige Funktion, die die Abhängigkeit des Unternehmensgewinns von den jeweiligen Absatzmengen oder Erlösen ausdrückt und dabei für jeden Preis

330 oder jede Absatzmenge den erzielbaren Gewinn oder Verlust für das Unternehmen angibt, profit-taking strategy G e w i n n a b s c h ö p f u n g s s t r a t e g i e / , Abschöpfungsstrategie / ( M a r k e t i n g planung) Eine Marketingstrategie, deren Ziel es ist, aus einem einzelnen Produkt oder einer einzigen Dienstleistung innerhalb kürzester Frist so viel Profit wie möglich herauszuholen, p r o g n o s i s (pi prognoses) Prognose / , Vorauss a g e / , V o r h e r s a g e / , Vorausschätzung / (Mathematik/Statistik/empirische Sozialforschung/ Marktforschung ) Eine begründete Aussage über mögliche oder wahrscheinliche zukünftige Ereignisse oder Sachverhalte. prohibitive price Prohibitivpreis m, Höchstpreis m (Konditionenpolitik/Marketingplanung) Ein Preis, der so hoch angesetzt ist, daß bei ihm keine Nachfrage mehr besteht, in der Preis-AbsatzKurve also der Preis, bei dem die Kurve die Ordinate erreicht. projection of affect Affektprojektion / (Psychologie) Die Verlagerung von Anmutungen auf Objekte und Prozesse der Außenwelt eines Individuums, durch die Assoziationen mit dem Objekt oder Prozeß auf dieses(n) selbst übertragen werden, project m a n a g e m e n t P r o j e k t m a n a g e m e n t η —> p r o d u c t m a n a g e m e n t p r o m o t i o n allowance Verkaufsförderungsrabatt m (Konditionenpolitik) Ein Preisnachlaß, den ein Hersteller oder Großhändler einem Einzelhändler gewährt, wenn dieser dafür Verkaufsförderung für ein Produkt des Herstellers oder Großhändlers betreibt, p r o m o t i o n a l material Verkaufsförderungsmaterial η, Absatzförderungsmaterial η, W e r b e m a terial η f ü r Einzelhändler, Werbematerial n, W e r b e h i l f e n f / p l , Händlerhilfen f / p l , Dekorationshilfen f / p l , Verkaufshilfen f/pl Sammelbezeichnung für eine Vielzahl von Mitteln, mit denen Hersteller den Absatz ihrer eigenen Produkte beim Einzelhandel zu fördern versuchen: Automaten, Warenständer, Prospekte, Display-Material, Warenkörbe, Aufstellkästen, stumme Verkäufer, Schaufensterdekorationen, Plakate, Werbemittel, in die der Einzelhändler seine Firmenbezeichnung eindrucken lassen kann, bis hin zu kompletten Einrichtungen ebenso wie Matern für lokale Anzeigen, Dias für die Kinowerbung, Organisation von Demonstrationen im Geschäft des Einzelhändlers, finanzielle Zuschüsse zur Finanzierung eigener Werbemaßnahmen des Einzelhändlers usw. p r o m o t i o n a l m i x P r o m o t i o n s - M i x η, P r o m o tionspolitik / , Verkaufsförderungsmix m (Marketingplanung) Die Gesamtheit der Maßnahmen, mit denen ein Wirtschaftsunternehmen die am Verkauf seiner

331

psychographics

Leistungen beteiligten Personen oder Institutionen bei dieser Tätigkeit unterstützt,

promotional package Paket η von Verkaufsund Absatzförderungsmaterialien, Paket η von Verkaufs- und Absatzförderungsmaßnahmen promotional price Promotionspreis m (Konditionenpolitik) Ein relativ niedriger Preis, durch den ein Unternehmen versucht, für sich das Image eines Niedrigpreisgeschäfts zu erzeugen.

vgl. premium price promotion impact study Untersuchung / der Auswirkungen von Verkaufs- und Absatzförderungsmaßnahmen (Marktforschung) promotion manager Leiter m der Abteilung für Verkaufsförderung promotion matter Verkaufshilfe /, Absatzhilfe /, Verkaufshilfsmittel n, Absatzförderungshilfsmittel n, Verkaufsförderungsmaterial n, Werbematerial η (Verkaufsförderung) promotool Verkaufsförderungsmittel n, Absatzförderungsmittel n, Hilfsmittel η zur Verkaufsförderung, zur Absatzförderung prompt payment discount Barzahlungsrabatt m, Skonto m (Konditionenpolitik) Ein Rabatt, der in Form eines prozentualen Abschlags vom Grundpreis eines Produkts oder einer Dienstleistung gewährt wird, bei dem jedoch im Gegensatz zur Preissenkung der Grundpreis bestehen bleibt.

propagandist belin) m(f)

Propagandist(in)

m(f),

Wer-

Propagandisten bzw. Propagandistinnen zählen zu den vorwiegend bei der Einführung neuer Produkte als klassisches Marketinginstrument eingesetzten Personen die meist in der Verkaufsförderung von Markenartikeln und Gebrauchsgütern tätig werden,

propagator Propagandist m propensity to buy Kaufneigung / (Wirtschaftslehre) —» propensity to consume propensity to consume Konsumneigung /, Konsumquote /, Konsumfunktion / (Wirtschaftslehre) Der Ausdruck für die funktionale Abhängigkeit des Konsums (C) von den ihn determinierenden Einflußfaktoren, insbesondere vom Einkommen,

propensity to purchase —> propensity to buy propensity to save Sparneigung /, Sparquote /, Sparfunktion / (Wirtschaftslehre) Der Anteil der Ersparnis am verfügbaren Einkommen. Die Sparquote ist in der Regel um so höher, je höher das verfügbare Einkommen ist.

proprietary medicine —> patent medicine proprietary pharmaceutical —> O.T.C., over the counter, patent medicine prorata (pro rata) adj/adv anteilmäßig, ver-

hältnismäßig, dem Anteil nach, dem Anteil entsprechend proratable adj anteilmäßig verteilbar, anteilmäßig aufteilbar prorata refund anteilmäßige Rückerstattung/ to prorate v/t anteilmäßig aufteilen, anteilmäßig verteilen, dem Anteil nach aufteilen prospect potentieller Käufer m, potentieller Kunde m (Marketing) prospective buyer potentieller Käufer m (Marketing) prospective consumer potentieller Verbraucher m, potentieller Konsument m (Marketing) prospective consumption potentieller Verbrauch m, potentieller Konsum m (Marketing) prospective market potentieller Markt m, Marktpotential η (Marketing) Die Höchstmenge der Einheiten eines Gutes (Absatzpotential) bzw. des Umsatzes (Marktpotential), die ein Wirtschaftsuntemehmen erzielen könnte, wenn alle mit der erforderlichen Kaufkraft ausgestatteten potentiellen Konsumenten die Produkte oder Leistungen des Unternehmens kaufen würden,

prospective market Marktforschung /

research

prospektive

Die im Gegensatz zur adspektiven und zur retrospektiven Marktforschung auf die Untersuchung künftiger Entwicklungen, Trends und Ereignisse zielende Marktforschung,

prospective purchaser —> prospective buyer protected price Festpreis m, Stützpreis m, Mindestpreis m, Höchstpreis m (Wirtschaftslehre/ Konditionenpolitik) Ein durch staatliche Regelung (Gesetz, Verordnung usw.) oder vertragliche Festlegung in einer bestimmten Höhe (Mindestpreis, Höchstpreis) fixierter Preis.

protected rate —> protected price prototype Prototyp m, Musterexemplar n, Modell η psychographic characteristic psychographisches Merkmal n, psychographische Eigenschaft / (empirische Sozialforschung/Marktforschung) —> psychographics psychographic market segmentation psychographische Marktsegmentierung / (Marktforschung/Marketingplanung) Eine Technik der Marktsegmentierung, die darauf abzielt, Individuen anhand bestimmter psychologischer Kriterien zu möglichst gleichartigen, in sich geschlossenen natürlichen Gruppen zusammenzufassen.

psychographics pl (als sg konstruiert) psychographische Merkmale n/pl, Psychographie / (Marktforschung) Das konkrete Verhalten von Konsumenten resultiert

psychological differentiation vor allem aus ihrer Persönlichkeits- und Einstellungsstruktur, ihren Bedürfnissen, Motiven und Produkterwartungen. Aus diesem Grund lassen sich Konsumenten mit gleichartigen oder ähnlichen Persönlichkeitsmerkmalen, Einstellungen, Bedürfnissen, Motiven und Verhaltensweisen zu psychographisch definierten Segmenten für eine differenzierte, segmentspezifische Zielgruppenansprache bündeln,

psychological differentiation psychologische Differenzierung / (Marketingplanung) —> psychological product differentiation psychological distance psychische Distanz / (Psychologie/empirische Sozialforschung) Die subjektiv wahrgenommene Entfernung, die ein Individuum von einem angestrebten Handlungsziel (z.B. dem Kauf eines Produkts) trennt,

psychological law of consumption psychologisches Konsumgesetz η (Wirtschaftslehre) Eine auf der Grundlage des makroökonomischen Zusammenhangs zwischen Konsum und Volkseinkommen von John Maynard Keynes formulierte Gesetzmäßigkeit Uber die Höhe der marginalen Konsumneigung: „Die Menschen werden in der Regel und im Durchschnitt willens sein, ihren Konsum zu vermehren, wenn ihr Einkommen steigt, aber nicht so viel wie die Einkommenssteigerung beträgt."

psychological market model psychologisches Marktmodell η (Marktpsychologie) Ein Marktmodell, das versucht, die Struktur der Meinungsverteilung im sozialen Feld darzustellen und zu erklären,

psychological product differentiation psychologische Produktdifferenzierung /, psychologische Differenzierung / (Marketingplanung) Die Profilierung eines Produkts mit Hilfe der Werbung, gestützt auf kleinere Modifikationen hinsichtlich Formgebung, Farbe, Finish, bei der der Produktkem erhalten bleibt,

public marketing Öffentlichkeitsmarketing η Oberbegriff für alle diejenigen Marketingaktivitäten eines Wirtschaftsunternehmens, die über die unmittelbare Umwelt der Absatz- und Beschaffungsmärkte hinaus auf die gesellschaftliche und natürliche Umwelt des Unternehmens zielen,

public market trade Markthandel m, Meßhandel m (Einzelhandel/Großhandel) Der Handel auf einem örtlich konzentrierten Gebiet einem Marktplatz, der in der Regel in festgelegten Zeitabständen und für eine festgelegte Zeitdauer stattfindet. Markthandel findet statt sowohl als Markteinzel- wie Marktgroßhandel,

public service öffentliche Hand /, Staatsdienst m, öffentlicher Dienst m, öffentliche Dienstleistungen f/pl, gemeinnützige öffentliche Institutionen f/pl und Unternehmen n/pl public service marketing öffentliches Marketing n, Marketing η der öffentlichen Hand Die Gesamtheit der Marketingaktivitäten für die vom Staat und einzelnen staatlichen Behörden, Institutionen, Organisationen und Unternehmen zum

332 Zweck der kollektiven Bedürfnisbefriedigung zur Verfugung gestellten Leistungen (öffentliche Güter).

public Utilities market Ö-Markt in, Markt m der öffentlichen Hand, der öffentlichen Betriebe (Wirtschaftslehre/Marketing) Ein Markt, der aus allen Organen der öffentlichen Verwaltung besteht, die zum Zweck der Erfüllung der Hauptfunktionen der öffentlichen Verwaltung Güter einkaufen oder mieten,

public Utility öffentliches Versorgungsunternehmen n, öffentlicher Versorgungsbetrieb m Ein Betrieb wie z.B. Gas-, Elektrizitätswerk etc.

puller Zugartikel m, zugkräftiger Artikel m, Schlager m, zugkräftige Sache/oder Person/ puller-in Anreißer m, Kundenanreißer m, Kundenfänger m auf Straßen, vor Einzelhandelsgeschäften pulling power Anziehungskraft/, Zugkraft/ pull strategy Pull-Methode/, Pull-Strategie/, Zugstrategie / diary method purchase habit Kaufgewohnheit / (Konsumforschung) purchase intent Kaufabsicht / (Konsumforschung/Marktforschung) —> purchasing intention purchase intention Kaufabsicht/, Kaufplan m, Kaufintention / (Konsumforschung/Marktforschung) Der in der Gegenwart bestehende Plan, zu einem Zeitpunkt oder in einem Zeitraum in der Zukunft eine Kaufhandlung auszuführen,

purchase motivation Kaufmotivation f (Marktpsychologie/Marktforschung) —> motivation purchase motivation research Kaufmotivforschung / (Marktpsychologie/Marktforschung) —> motivation research purchase order Bestellung/, Kaufauftrag m —> buying order purchase pattern Kaufmuster η —» buying pattern purchase plan Kaufplan m —» purchasing plan

333

purchasing observation

purchase price Einkaufspreis m, Einkaufsrechnungspreis m Der Preis, den ein Lieferant einem Käufer in Rechnung stellt einschließlich der vom Lieferanten eingeräumten Rabatte; Nachlässe, Skonti usw.

purchase-privilege premium —> self-liquidator, semi-liquidator purchaser 1. Käufer m, Abnehmer m, Konsument m, Einkäufer m (Konsumforschung/ Marktforschung) purchaser analysis Abnehmeranalyse /, Käuferanalyse f(Marktforschung) Die Analyse der Größe und Zusammensetzung, der Bedürfiiisse und Wünsche der tatsächlichen oder potentiellen Käufer eines Produkts oder einer Dienstleistung.

purchaser behavior (brit purchaser behaviour) Käuferverhalten η (Konsumforschung/Marktforschung) Alle Bemühungen um Erkenntnisse über das Käuferverhalten in Form von Entscheidungs- oder Erklärungsmodellen zielen darauf, Regelmäßigkeiten und Gesetzmäßigkeiten als Grundlage für die Marketingplanung und für Prognosezwecke zu erkennen.

purchase response (to advertising) Kaufreaktion/, durch Werbung ausgelöste Kaufreaktionen f/pl purchase-response pattern Kauf-ReaktionsMuster n, Muster η der Kaufreaktionen (auf Werbung) purchaser study Käuferuntersuchung /, Käuferstudie/ purchasing Kaufen n, Ankauf m, Einkaufen η (Konsumforschung/Beschaffungsmarketing) purchasing analysis Einkaufsanalyse /(Marktforschung/Konsumforschung ) Derjenige Bereich der Beschaffungsmarktforschung, der in der aktuellen, einmaligen Untersuchung der Gegebenheiten eines Beschaffungsmarktes für ein Wirtschaftsunternehmen besteht,

purchasing behavior (brit purchasing behaviour) Kaufverhalten η (Konsumforschung/ Marktforschung) —> buying behavior

purchasing cooperative schaft (EKG)/

Einkaufsgenossen-

Eine Genossenschaft, zu der sich eine Reihe von kleineren oder mittleren Einzelhandelsunternehmen zusammengeschlossen haben, um durch den Zusammenschluß in den Genuß der günstigeren Konditionen für Großeinkäufer beim Einkauf von Waren zu gelangen.

purchasing decision Kaufentscheidung/, Kaufen tschluß m (Marktforschung/Konsumforschung) Unter den wechselnden Bezeichnungen Kaufentscheidung, Käuferverhalten, Konsumentschei-

dung, Konsumverhalten und Konsumentenverhalten werden in der Marketingliteratur die verschiedenen Partial- und Totaltheorien zur Erklärung des Kaufverhaltens zusammengefaßt.

purchasing frequency Kaufhäufigkeit /, Einkaufshäufigkeit /, Einkaufsfrequenz / (Marktforschung/Konsumforschung ) Eine Maßzahl, die vor allem im Zusammenhang mit der wachsenden Bedeutung von Großeinkäufen auch durch private Haushalte interessanter geworden ist, weil nun die Haushalte, die selten einkaufen, nicht zwangsläufig identisch mit den Haushalten sind, die wenig einkaufen,

purchasing group Einkaufsring m (Beschaffungsmarketing/Einzelhandel) Eine Form der Einkaufskooperation, bei der mehrere Handelsunternehmen ihren gemeinsamen Einkauf so organisieren, daß ein einziges von ihnen fur alle im Ring zusammengeschlossenen Unternehmen zusammen einkauft und daher gegenüber den Lieferanten als alleiniger Einkäufer auftritt,

purchasing habit Kaufgewohnheit / (Konsumforschung/Marktforschung) purchasing incentive Kaufanreiz m {Marketing/Marktpsychologie ) Die objektive Komponente der Kaufmotivation, deren subjektives Korrelat das Kaufbedürfnis ist. Der Kaufanreiz ist das Zielobjekt, auf das ein Kaufbedürfnis gerichtet ist.

purchasing influence Kaufeinfluß m, Kaufeinflüsse m/pl (Marketing/Marktpsychologie/Konsumforschung) Nach einer von Philip Kotler gegebenen Übersicht ist davon auszugehen, daß vier Hauptkomponenten, nämlich Käufermerkmale (die kulturellen, sozialen, personalen und psychologischen Faktoren, die das Verhalten des Käufers bestimmen), Produktmerkmale (die Gesamtheit der ein Produkt auszeichnenden Eigenschaften), Anbietermerkmale (die Gesamtheit der den Hersteller oder Händler charakterisierenden Eigenschaften wie z.B. sein Image usw.) und situative Merkmale (konkrete Kaufsituation, Jahreszeit, Wetterverhältnisse, gesamtwirtschaftliche Lage usw.) die Kaufentscheidungen von Konsumenten beeinflussen,

purchasing intensity Kaufintensität / (Marktforschung/Konsumforschung ) purchasing intention Kaufabsicht/ -» purchase intention purchasing motive Kaufmotiv η, Kaufbeweggrund m (Marktforschung/Konsumforschung) —» motivation purchasing observation Einkaufsbeobachtung / (Marktforschung) Neben der Einkaufsanalyse und der Einkaufsmarktforschung deijenige Bereich der Beschaffungsmarktforschung, der in der laufenden Untersuchung der Gegebenheiten, Änderungen und Wandlungsprozesse auf den Beschaffungsmärkten eines Wirtschaftsunternehmens besteht.

334

purchasing pattern purchasing pattern Kaufmuster η, Muster η des Kaufverhaltens (Marktpsychologie/Marktforschung) purchasing power Kaufkraft / (Wirtschaftslehre/Konsumforschung)

purchasing price Einkaufspreis m, Einkaufsrechnungspreis m (Konditionenpolitik)

Deijenige Geldbetrag, der einem Wirtschaftssubjekt oder einer Mehrzahl von Wirtschaftssubjekten in einem festgelegten Zeitraum für den Kauf von Konsumgütern oder Produktivgütern zur Verfügung steht.

purchasing probability Kaufwahrscheinlichkeit / (Marktforschung/Konsumforschung)

purchasing power elasticity Kaufkraftelastizität f (Wirtschaflslehre) Das Verhältnis der relativen Änderung der nachgefragten Menge nach einem Gut und der Änderung der Kaufkraft. Es drückt aus, in welchem MaBe sich die mengenmäßige Nachfrage nach einem Gut als Folge der Änderung der Kaufkraft der Nachfrager verändert.

purchasing power index Kaufkraftindex m, Kaufkraftkennziffer / (Wirtschaftslehre) Eine Gliederungszahl, mit deren Hilfe geographische Unterschiede der Kaufkraft vergleichbar gemacht werden können. Ihre Berechnung erfolgt vorwiegend auf der Grundlage von Unterlagen der amtlichen Statistik, im wesentlichen der Finanzstatistik,

purchasing power map Kaufkraftkarte / ( Konsumforschung/Marktforschung) Eine kartographische Darstellung des geographischen Gefälles der Kaufkraftkennziffern, d.h. der unterschiedlichen Kaufkraft einzelner Gebiete, Bezirke, Städte, Kreise, Regionen, Länder usw.

purchasing power parity Kaufkraftparität / (Konsumforschung/Marktforschung) Der intervalutarische Kurs, bei dem die Kaufkraft in zwei verschiedenen Ländern gleich ist. Dabei spricht man bei Bezug der Kaufkraft von Fremdwährungen auf die eigene Landeswährung zum gegenwärtigen Zeitpunkt von absoluter Kaufkraftparität, beim Bezug auf die im Zeitverlauf eintretenden Veränderungen von relativer Kaufkraftparität.

Der Preis, den ein Lieferant einem Käufer in Rechnung stellt einschließlich der vom Lieferanten eingeräumten Rabatte, Nachlässe, Skonti usw.

Der Anteil der Personen oder Haushalte in einer Zielgruppe, die einen bestimmten Artikel innerhalb eines festgelegten Zeitraums kaufen werden,

purchasing process Kaufvorgang m (Marketing/Marktforschung/Konsumforschung) purchasing propensity —> propensity to buy purchasing statistics pi Kaufstatistik /, Einkaufsstatistik/ push Anstrengung/, Bemühung/, konzentrierte Absatz- oder Verkaufsförderungsanstrengung/ vgl. pull to push v/t etwas energisch betreiben, vorantreiben, fördern push money (P.M.) Absatzförderungsprämie /, Verkaufsförderungsprämie / (Verkaufsförderung) Eine Sonderprämie die Hersteller oder Großhändler Einzelhändlern als Absatz- und Verkaufserfolgsprämie geben.

push strategy Push-Methode /, Push-Strategie /, Schubstrategie / (Marketing/Verkaufsförderung) Eine Marketingstrategie, die vorrangig darauf zielt, durch Instrumente der Absatz- und Verkaufsförderung wie unmittelbare Präsentationen beim Handel, durch persönliche Verkaufsgespräche, durch eine entsprechende Konditionenpolitik, einen günstigen Kundendienst usw. ein Produkt zunächst einmal in die Absatzkanäle hineinzudrücken.

vgl. pull strategy

Q qualitative analysis qualitative Analyse/, qualitative Methode / (empirische Sozialforschung/ Marktforschung) Eine Verfahrensweise der Datenauswahl, Datensammlung und Dateninterpretation mit Hilfe von Intensivinterviews, Gruppendiskussionen, zentrierten Interviews, projektiven Techniken, nichtstandardisierten Verfahren der qualitativen Inhaltsanalyse oder der teilnehmenden Beobachtung und der biographischen Methode, die aus unmittelbarer, verstehender Einsicht in den manifesten oder latenten Strukturzusammenhang einzelner Phänomene vorgenommen werden,

qualitative market research qualitative Marktforschung/ —» qualitative analysis quality Qualität/ —» product quality, brand quality, quality of campaign, quality of exposure quality awareness Qualitätsbewußtsein η (Ma rktpsychologie) Die Fähigkeit von Verbrauchern, die stofflich-technische Qualität eines Produkts oder auch einer Dienstleistung einigermaßen verläßlich zu beurteilen.

quality circle Qualitätszirkel m (Betriebswirtschaft/Marketingorganisation ) Ziel und Grundgedanke von Qualitätszirkeln ist es, die produzierenden Mitarbeiter eines Unternehmens in den Prozeß der Planung und Kontrolle der eigenen Leistung einzubeziehen. Mit Hilfe des Qualitätszirkel-Konzepts sollen konkrete sachbezogene Probleme gelöst und zugleich Motivation und Loyalität der Mitarbeiter gestärkt werden,

quality grade Güteklasse /, Handelsklasse / (Marketing) Eine festgelegte Qualitätsnorm für Erzeugnisse der Landwirtschaft und Fischerei, zu deren Festlegung in Deutschland der Bundesminister für Ernährung, Landwirtschaft und Forsten ermächtigt ist.

quality label Gütezeichen η (Marketing) Ein Instrument der Qualitätspolitik und des Gemeinschaftsmarketing mehrerer zu einer Gütegemeinschaft zusammengeschlossener Anbieter, das in der gemeinschaftlichen Benutzung eines eingetragenen Zeichens aller Anbieter eines bestimmten Erzeugnisses (oder mehrerer Erzeugnisse) oder einer bestimmten Leistung (oder mehrerer Leistungen) besteht und den Eindruck einer besonders hochstehenden Qualität dieser Erzeugnisse bzw. Leistungen zu vermitteln versucht,

quality of campaign Kampagnenqualität (Marketingplanung)

/

Wie sich die Markenbekanntheit in einer Kampagne konkret entwickelt, hängt nicht allein von der Men-

ge des eingesetzten Gelds ab, sondern auch davon, wie und wofür man es im konkreten einsetzt. Die individuellen Umstände einer spezifischen Kampagne für eine konkrete Marke können so vielfältig sein wie die ganze Welt des Marketing,

quality of life Lebensqualität/ Ein im Zuge des Wertewandels und der komplexen Krise der modernen Industriegesellschaft vor allem seit den 1960er Jahren verstärkt verwendeter Begriff zur Bezeichnung der in bewußtem Gegensatz zur wachstumsorientierten, auf die Steigerung des Bruttosozialprodukts zielenden Werte und Wertvorstellungen, die anstelle der bloß materiellen Steigerung des Lebensstandards auf die Verbesserung der allgemeinen Lebensbedingungen auch in Bereichen wie z.B. dem Gesundheitswesen, der Bildung und Erziehung, der Arbeitswelt, der Freizeitmöglichkeiten und -bedingungen der landschaftlichen und sozialen Umwelt der persönlichen Sicherheit und Wohlfahrt usw. zielen,

quality policy Qualitätspolitik / (Marketing/ Marketingplanung ) Die aktive und bewußte Gestaltung sowohl der stofflich-technischen wie der absatzwirtschaftlichen Merkmale eines auf dem Markt angebotenen Gutes, also eines Produkts oder einer Dienstleistung durch einen Anbieter, d.h. einen Hersteller oder Absatzmittler ist das zentrale Element seiner Qualitätspolitik.

quality protection Qualitätssicherung /, Qualitätsschutz m (Marketing/Marketingplanung) Sammelbezeichnung für alle Maßnahmen, Grundsätze, Strategien und Instrumente zur Sicherung und zum Schutz der Qualität von Waren insbesondere von Markenartikeln,

quality test Qualitätstest m (Marktforschung) Eine Sonderform des Produkttests, bei der anders als beim Namens- oder Packungstest die Beschaffenheit und das Qualitätsniveau des Produkts selbst Gegenstand des Tests sind,

quantitative analysis quantitative Analyse / (empirische Sozialforschung/Marktforschung/ Mediaforschung ) In der empirischen Sozial- und Marktforschung die sich der Techniken der Quantifizierung von Daten bedienende Verfahrensweise der Datenauswahl, -Sammlung und analyse mit Hilfe von standardisierten Befragungen, Beobachtungen und Experimenten, standardisierten Skalierungsverfahren, quantitativ auswertbaren Testmethoden oder Beobachtungstechniken wie denen der Soziometrie mit dem Ziel, in kontrollierbarer und vergleichbarer Weise Informationen über Meinungen, Einstellungen, Motive, Verhaltensweisen und objektive Lebensumstände zu gewinnen.

vgl. qualitative analysis

336

quantitative m a r k e t r e s e a r c h

quantitative m a r k e t research Marktforschung / —» quantitative analysis

quantitative

quantity discount Mengenrabatt m (Konditionenpolitik) Ein Rabatt, der für die Abnahme einer höheren als üblichen Menge eines Gutes gewährt wird, quantity discount rate Mengenstaffel / (Konditionenpolitik) quota Gliederungszahl/, Anteilziffer/, Q u o t e / (Mathematik/Statistik) Eine statistische Kennzahl, deren Funktion es ist, die Struktur einer statistischen Masse dadurch deutlich zu machen, daß in ihr Teilmassen (als Anteilswerte meist in Prozent) in Beziehung zur Gesamtmasse gebracht werden, q u o t a t i o n 1. Zitat n, Zitieren η 2. P r e i s a n g a b e / , P r e i s n o t i e r u n g / ( E i n z e l h a n d e l ) Grundsätzlich gilt, daß wer Endverbrauchern Waren

oder Leistungen anbietet oder als Anbieter von Waren oder Leistungen gegenüber Verbrauchern wirbt, die Preise anzugeben hat, die einschließlich der Umsatzsteuer und sonstiger Preisbestandteile unabhängig von einer Gewährung von Rabatten zu zahlen sind (Endpreise). to q u o t e 1. v/t zitieren, anführen, angeben, (Preis) festsetzen, notieren 2. v/i zitieren quotient B e z i e h u n g s z a h l / , Beziehungskennziffer / (Statistik) Eine statistische Verhältniszahl, die zwei ungleichartige Massen in eine inhaltlich vernünftige Beziehung zueinander setzt (z.B. die Zahl der Bewohner pro Räche als Maß der Bevölkerungsdichte oder der auf die Verkaufsfläche eines Geschäfts bezogene Umsatz).

R ® kurzßr registered, registered trademark Symbol für „gesetzlich geschütztes Warenzeichen" η Ein international verwendeter Hinweis darauf, daß die damit gekennzeichnete Ware den Status eines geschützten Warenzeichens hat.

rack Ständer m, Gestell n, Fächerregal η (Einzelhandel) rack jobber Regalgroßhändler m, Regalgrossist m, Rack Jobber m, Service Merchandiser m Eine Betriebsform des Großhandels, bei der im Normalfall ein Großhändler, in Einzelfällen auch ein Hersteller in einem Einzelhandelsunternehmen (vor allem in Supermärkten) Regalflächen oder auch anderen Verkaufsraum anmietet und auf eigene Rechnung, in eigener Disposition und im eigenen Risiko mit Waren ausstattet,

raffle Ausspielung/, Tombola f (Verkaufsförderung) Ein Glücksspiel, dessen Preise anders als bei der Lotterie in Sachwerten bestehen,

rapport Rapport m (empirische Sozialforschung/Marktforschung) rapport builder Eisbrecherfrage /, Kontaktfrage / (empirische Sozialforschung/Marktforschung) Eine Frage, deren einzige Funktion die Erleichterung des Interviewbeginns durch Auflockerung der Atmosphäre und Überbrückung der anfänglichen Befangenheit von Befragten ist.

rate 1. Preis m, Tarif m, Kurs m, Satz m 2. Beziehungszahl f Beziehungskennziffer / (Statistik) Eine statistische Verhältniszahl, die zwei ungleichartige Massen in eine inhaltlich vernünftige Beziehung zueinander setzt (z.B. die Zahl der Bewohner pro Räche als Maß der Bevölkerungsdichte oder der auf die Verkaufsfläche eines Geschäfts bezogene Umsatz),

rate of consumption Konsumquote/, Konsumrate / (Wirtschaftslehre) In der Wirtschaftstheorie das Verhältnis des Konsums (C) zum Volkseinkommen (Y), also CY.

—* propensity to consume rate of returns Rücklaufrate/, Rücklaufquote/ (Direktmarketing/Marktforschung) Die Zahl bzw. der Anteil (Prozentsatz), der bei einem Unternehmen bzw. seinem Auftraggeber eingehenden Bestellungen oder Anfragen als Resultat einer Aktion oder Kampagne,

ratio Kennzahl/, Kennziffer/, Verhältniszahl/ (Statistik) Es gibt wohl kaum einen zweiten Terminus der Statistik, der in der Literatur umstrittener und unklarer als der Begriff der „ratio" bzw. der Kennzahl ist.

reach-in case —> coffin case rebate 1. Nachlaß m, Preisnachlaß m, Ermäßigung / (Konditionenpolitik) 2. Rückvergütung/, Erstattung/, Rückzahlung/ (Wirtschaftslehre/Betriebswirtschaft) to rebate v/t als Nachlaß gewähren, rabattieren, ermäßigen, jemandem einen Nachlaß gewähren, einräumen, jemandem einen Preisnachlaß gewähren recommendation Empfehlung/ recommended retail selling price (RRSP) Preisempfehlung /, vertikale Preisempfehtung / (Konditionenpolitik/Preispolitik) Seit dem Wegfall der Preisbindung der zweiten Hand für Markenartikel ist es Anbietern in der Bundesrepublik nur noch möglich, dem Handel unverbindliche Preisempfehfungen für den Wiederverkaufspreis auszusprechen. Das kann sowohl in Form von unverbindlichen Preislisten oder in Form von auf der Ware selbst bzw. ihrer Verpackung angebrachten Richtpreisen geschehen,

recourse factoring unechtes Factoring η Eine form des Factoring, bei der ein Factor nicht das Delkredere-Risiko übernimmt,

recruitment marketing Personalmarketing η In Umsetzung der mit dem Konzept des generischen Marketing verbundenen Vorstellungen bezeichnet Personalmarketing die Gesamtheit der auf die aktive Gestaltung der Transaktionen zwischen Wirtschaftsunternehmen und Arbeitnehmern zielenden Maßnahmen und Strategien, und zwar sowohl unternehmensintern wie extern,

to reduce v/t reduzieren, herabsetzen, vermindern, verringern, ermäßigen reduced price herabgesetzter Preis m, ermäßigter Preis m, reduzierter Preis m (Konditionenpolitik) reduced standard rate ermäßigter Grundpreis m reduction 1. Herabsetzung f Verminderung /, Ermäßigung/, Verringerung/, Reduzierung/ 2. herabgesetzter Preis m (Konditionenpolitik) reductionist marketing Reduktionsmarketing η Im Gegensatz zum klassischen Marketing die bewußt unternommene Anstrengung, die Nachfrage nach einem bestimmten Gut oder Produkt zu verringern.

reference group Bezugsgruppe / (Sozialpsychologie/Marktpsychologie ) Eine Sozialkategorie, an deren Verhalten, Einstellungen, Normen und Werten ein Individuum sein eigenes Verhalten, seine eigenen Einstellungen und seine eigenen Normen und Werte orientiert, indem

reference person es sie entweder als ein positives Vorbild (normative Bezugsgruppe) oder als ein abschreckendes Beispiel (negative Bezugsgruppe) begreift,

reference person Bezugsperson / (Sozialpsychologie/Marktpsychologie) —> reference group refund Rückzahlung /, Rückerstattung /, Rückvergütung / (Konditionenpolitik) to refund 1. v/t rückerstatten, rückvergüten, zurückzahlen, (Auslagen) ersetzen (Konditionenpolitik) 2. v/i Rückzahlung leisten (Konditionenpolitik) refund offer bei Nichtgefallen Geld zurück, Rückgaberecht η mit Gelderstattung regional center Regional- oder Gebietszentrum η (Einzelhandel) Ein großes Einkaufszentren mit meist mehreren großen Warenhäusern und einem Gesamtwaren- und Dienstleistungsangebot von der größten Breite und Tiefe. Die zu ihrem Einzugsbereich zu rechnende Zielgruppe umfaßt meist mehr als 100 000 Personen.

regional market research regionale Marktforschung/ Der Teilbereich der Marktforschung, der sich mit dem Einfluß des natürlichen und gesellschaftlichen Milieus der geographischen Umwelt auf das Verhalten der Marktpartner auseinandersetzt,

register Register n, Verzeichnis n, Liste /, Index m to register v/t in eine Liste eintragen, in ein Verzeichnis eintragen, aufzeichnen, niederschreiben, protokollieren registered gesetzlich geschützt Diese Angabe ist ein Hinweis darauf, daß entweder Gebrauchsmusterschutz oder Patentschutz für ein Erzeugnis oder ein Verfahren besteht,

registered design Gebrauchsmuster η Eine rechtlich geschützte technische Neuerung an Arbeitsgeräten, Gebrauchsgegenständen oder Teilen davon, die in Gestaltung Anordnung oder Vorrichtung einen technischen Fortschrittt darstellt, selbst wenn es sich nur um einen geringen Fortschrittt („kleines Patent") handelt,

registered design law Gebrauchsmusterschutzgesetz η registered taste Geschmacksmuster η Ein Geschmacksmuster ist ein flächenhaftes oder plastisches Modell oder Muster, das der ästhetischen Formgebung dient, dabei neu und eigenartig und für gewerbliche Erzeugnisse bestimmt ist.

registered trademark eingetragenes Warenzeichen η Ein in Form einer Bildmarke einer Wortmarke oder Wortbildmarke als Warenzeichen ordnungsgemäß registriertes Kennzeichen, das ein Hersteller, Händler, ein Dienstleistungsunternehmen, eine Agentur oder anderes Wirtschaftsunternehmen regelmäßig zur Kennzeichnung seines Unternehmens

338 bzw. seines Angebots in Form von Produkten oder Dienstleistungen in gleichbleibender Weise verwendet, um sich und sein Angebot deutlich von Mitbewerbern abzuheben,

registering —> registration regular customer Stammkunde m, regelmäßiger Kunde m (Einzelhandel) Ein Käufer, der im Gegensatz zu den Laufkunden, seinen Bedarf an bestimmten Waren stets im selben Geschäft deckt,

regulated margin gebundene Spanne /, gebundene Handelsspanne / (Wirtschaftslehre/Betriebswirtschaft) Eine Handelsspanne, die entweder vertraglich (Verbandsspanne) oder durch behördliche Vorschrift (Zwangsspanne) festgelegt worden ist.

regulated price gebundener Preis m (Wirtschaftslehre/Betriebswirtschaft/Konditionenpolitik) Ein Preis, der entweder durch behördliche Verordnung oder durch verbindliche Vorschrift des Herstellers in seiner Höhe festgelegt ist.

related display —> related-item display vgl. assortment display Auslage / von zusammengehörigen Produkten, Auslage / verwandter Erzeugnisse (Einzelhandel) related-item display —> related display related-item display window bedarfsorientiertes Schaufenster η (Einzelhandel) Ein Schaufester, bei dem Waren der verschiedensten Herkunft, die jedoch im Bewußtsein der Verbraucher zusammengehören und ein Bedarfsbündel darstellen, zusammenhängend präsentiert werden,

relative deprivation relative Deprivation / (Sozialpsychologie/Marktpsychologie) Die Theorie, daß Unzufriedenheit und auch Armut stets relativ sind und das Gefühl der Deprivation, Benachteiligung und Unterprivilegierung sich vor allem im Statuswettbewerb mit anderen Personen als ein subjektives Gefühl der Benachteiligung im Vergleich mit anderen Bezugspersonen bzw. Bezugsgruppen ergibt,

relative income hypothesis relative Einkommenshypothese / (Wirtschaftslehre/Marktpsychologie) Die Theorie des Konsumentenverhaltens, derzufolge in Analogie zur Theorie der relativen Deprivation die Konsumquote weniger von der absoluten Höhe als von der relativen Position des einzelnen in der Einkommenspyramide und der Höhe seines zuvor bezogenen Einkommens abhängt,

relaunch Relaunch m, Produktvariation / (Marketingplanung) Eine Strategie der Produktpolitik, die in der Änderung physikalischer, funküonaler, ästhetischer und/ oder symbolischer Eigenschaften bzw. die Änderung der mit einem Produkt verknüpften Zusatzleistungen besteht.

339 relevant brand set Markenrahmen m (Marktforschung) Der Markenrahmen aller Artikel, die ein Käufer kennt, als kaufbar ansieht und daher grundsätzlich in seine Erwägungen miteinbezieht, wenn er ein Produkt dieser Produktgruppe kauft,

relevant set —» relevant brand set remainder (meist pi remainders) Remittende(n) f(pl), Restauflage /, Restbestand m (Einzelhandel) remainder sale Resteverkauf m (Einzelhandel) Eine ausschließlich während der letzten drei Tage von SchluBverkäufen (SaisonschluBverkäufen) mit den bei diesen zugelassenen Waren zulässige besondere Verkaufsveranstaltung, auf der aus früheren Verkäufen übriggebliebene geringwertige Teile eines ganzen Stücks verkauft werden dürfen,

remarketing Revitalisierungs-Marketing n, Remarketing η Diejenigen Grundaufgaben des Marketing, die der Konstellation einer stockenden Nachfrage entsprechen.

removal Adressenbereinigung / (Direktmarketing) Die Entfernung überholter Adressen aus dem Verteiler, der Versandliste,

to renew v/t + v/i erneuern, verlängern, prolongieren reorder point Bestellpunkt m (Marketinglogistik) In der betrieblichen Lagerhaltungspolitik derjenige Punkt, der erreicht ist, wenn der Lagerbestand so klein geworden ist, daß neue Bestellungen erforderlich werden.

repeat buying Wiederholungskaufen η, Wiederholungskäufe m/pl, Anschlußkäufe m/pl, Wiederkaufen η (Marketing/Konsumforschung/Marktforschung) Einer von vier alternativen Verhaltenstypen bei Kaufentscheidungen, der in einem routinemäßigen Kaufverhalten besteht, das praktisch in der permanenten Wiederholung eines ähnlichen früheren Kaufverhaltens besteht.

vgl. trial, trial purchasing repeat client Anschlußkunde f (Einzelhandel) repeat purchase Anschlußkauf m, Wiederholungskauf m vgl. trial, trial purchase repeat purchasing Anschlußkaufen η, Tätigung / von Anschlußkäufen, Wiederholungskaufen n, Wiederkaufen η vgl. trial, trial purchase replacement delivery Ersatzlieferung / (Marketinglogistik) replacement demand 1. Ersatzbedarf m, Ersatznachfrage /, Erneuerungsnachfrage / (Wirtschaftslehre/Marktforschung) Die vor allen Dingen bei längerlebigen Gebrauchs-

reseller's market und Investitionsgütern sich infolge der allmählichen Abnutzung des Gutes oder einzelner seiner Teile einstellende Nachfrage, die zusätzlich zum Neubedarf (Erstausstattungs- und Erweiterungsbedarf) eintritt.

2. Folgebedarf m, Folgewaren f/pl (Wirtschaftslehre) Die Nachfrage nach Folgewaren, die zwangsläufig oder fakultativ mit der Nachfrage nach Grundwaren verbunden ist.

replacement sale Nachverkauf m, Ersatzverkauf m (Wirtschaftslehre) —> replacement demand report Bericht m, Gutachten n, Untersuchungsergebnis η to report 1. v/t berichten, melden, berichten über, Bericht erstatten über 2. v/i einen Bericht ausarbeiten, als Berichterstatter schreiben repositioning Umpositionierung/, Neupositionierung / (Marktforschung) —» positioning to represent v/t vertreten, repräsentieren, darstellen representation Vertretung/, Repräsentation/ representative Vertreter m, Repräsentant m, Beauftragter m (Außendienst) Ein selbständiger Gewerbetreibender, der ständig damit betraut ist, für einen anderen Unternehmer Geschäfte zu vermitteln oder in dessen Namen abzuschließen,

resalable adj wiederverkäuflich resale Wiederverkauf m, Weiterverkauf m resale price Wiederverkaufspreis m, Weiterverkaufspreis m (Konditionenpolitik) resale price maintenance Einzelhandelspreisbindung / Preisbindung / der zweiten Hand, vertikale Preisbindung f (Wirtschaftslehre) Die bindende Verpflichtung für einen als Wiederverkäufer auftretenden Abnehmer, beim Wiederverkauf einen vom Anbieter festgesetzten Preis zu verlangen.

resale value Wiederverkaufs wert m (Betriebswirtschaft) research Forschung /, Forschungsarbeit / Untersuchung/ research director Forschungsleiter m, Forschungsdirektor m, Leiter m der Forschungsabteilung / Leiter m der Marktforschungsabteilung researcher Forscher m, Wissenschaftler m research service Forschungsuntemehmen η to resell v/t weiterverkaufen, wieder verkaufen reseller Wiederverkäufer m reseller's market Wiederverkäufermarkt m, W-Markt m (Wirtschaftslehre/Marketing) Ein Markt, der aus Individuen und Organisationen besteht, die Güter zum Zweck der Gewinnerzielung

340

to reshape durch Weiterverkauf oder Vermietung erwerben. Statt Sachnutzen produziert der W-Markt Zeit-, Orts- und Besitznutzen,

derzahl zum gemeinschaftlichen Einkauf von Lebensmitteln oder Wirtschaftsbedürfnissen im großen und im kleinen,

to reshape v/t umgestalten, umformen, umbilden, neugestalten, neu formen, neu bilden residual of previous year's surplus method finanzmittelbezogene Methode /, Residualmethode / (Budgetierung)

retail customer Einzelhandelskunde m retail discount Einzelhandelsrabatt m, Wiederverkäuferrabatt m (Konditionenpolitik) —» discount retail distribution Einzelhandelsvertrieb m (Marketinglogistik) —> distribution retailer Einzelhändler m retailer-owned voluntary association —> retailer-owned voluntary group retailer-owned voluntary group Einkaufsvereinigung /, Einkaufsgemeinschaft /, Einkaufsverband m (Beschaffungsmarketing)

Die Methode der Festsetzung des Marketingetats als Restbetrag der vom Voijahr übriggebliebenen Gewinne. In der Praxis läuft dieser Ansatz darauf hinaus, das Marketingbudget als Residualgröße festzulegen, die sich ergibt, nachdem alle übrigen Posten des Gesamtetats festgelegt worden sind,

response function Marktreaktionsfunktion /, Reaktionsfunktion /, Kontaktbewertungsfunktion /, Wirkungskurve /, Response Function / (Psychologie/empirische Sozialforschung/Mediaforschung) Eine Funktion, die den Zusammenhang zwischen Inputgrößen des Marktes und Outputgrößen des Marktes wiedergibt,

retail 1. Einzelverkauf m, Kleinverkauf m (Einzelhandel) 2. adj Einzelhandels-, Einzel-, Detailretail agglomeration Agglomeration / Einzelhandel

im

Die Konzentration von Einzelhandelsunternehmen auf engem Raum,

retail audit Einzelhandelsbestandsprüfung /, Inventur /, Bestandsmanagement n, Bestandskontrolle/ Die Planung und Organisation der Verfügbarkeit von Waren und Artikeln zu bestimmten Terminen und festgelegten Lagerorten mit dem Ziel, ihre Lieferbereitschaft zu möglichst niedrigen Kosten und ohne mehr als unbedingt notwendige Kapitalbindung zu erreichen,

retail business Einzelhandelsgeschäft η, Einzelhandelsunternehmen η —» retail store retail ceiling price Einzelhandelshöchstpreis m, Verbraucherhöchstpreis m (Konditionenpolitik) retail center (brit retail centre) Einzelhandelszentrum η, Einzelhandels- und Dienstleistungszentrum η

Eine Form der Einkaufskooperation, bei der die kooperierenden Unternehmen eine eigene Rechtsform haben, nach deutschem Recht also entweder eine EGmbH, eine AG, eine GmbH oder eine GmbH & Co KG sind. Die weitaus am stärksten verbreitete Form der Einkaufsvereinigung sind die Einkaufsgenossenschaften,

retailer-owned wholesaler Großhandelsgenossenschaft/, Einkaufsgenossenschaft/, Einkaufsring m (Beschaffungsmarketing) Eine Form der Einkaufskooperation, bei der mehrere Handelsunternehmen ihren gemeinsamen Einkauf so organisieren, daß ein einziges von ihnen für alle im Ring zusammengeschlossenen Unternehmen zusammen einkauft und daher gegenüber den Lieferanten als alleiniger Einkäufer auftritt,

retailers pi (the retailers) Einzelhandel m (die Einzelhändler m/pl), institutioneller Einzelhandel m —> retailing retailer's brand Handelsmarke /, Händlermarke /, Eigenmarke / (Marketingplanung) Eine Handelsmarke, die aus der Produktion eines Einzelhändlers stammt und von diesem unter seinem eigenen Warenzeichen verkauft wird,

retailers' cooperative Einkaufsgenossenschaft (EKG) / (Beschaffungsmarketing)

/

Eine Genossenschaft, zu der sich eine Reihe von kleineren oder mittleren Einzelhandelsunternehmen zusammengeschlossen haben, um durch den Zusammenschluß in den Genuß der günstigeren Konditionen für Großeinkäufer beim Einkauf von Waren zu gelangen.

Eine Hilfsgröße zur Bestimmung von Marktgrenzen und Erfassung von Kaufkraftströmen in Fällen in denen für bestimmte Regionen keine räumlich bereinigten Umsatzwerte vorliegen,

retailer-sponsored cooperative -> retailers' cooperative retailing Einzelhandel m, Einzelhandelsverkauf m, Einzelhandelstätigkeit /

Der Oberbegriff für die im Lauf der Zeit organisch gewachsenen Geschäftszentren und die als Resultat bewußter Planung entstandenen Einkaufszentren,

retail centrality Einzelhandelszentralität (Standortforschung)

retail cooperative Einzelhandelsgenossenschaft /, Konsumgenossenschaft /, Konsum n, Konsumverein m Eine Gesellschaft von nicht geschlossener Mitglie-

Der Begriff Einzelhandel bezeichnet sowohl die Funktion wie die Institution des Einzelhandels,

retail man Einzelhandelsvertreter m (Außendienst)

341

retail marketing research Einzelhandelsforschung /, Einzelhandelsmarktforschung / Ein Bereich der Marktforschung, der sich vor allem mit der Kundenanalyse (Kundenforschung im engeren Sinne, Sortimentsforschung, Marktbilduntersuchungen, Bedarfsforschung), der Konkurrenzbeobachtung und der Standortforschung beschäftigt,

retail merchandising —> merchandising retail outlet Einzelhandelsgeschäft η, Einzelhandelsfiliale / , Einzelhandelsladen m Eine einzelne von mehreren räumlich getrennten Verkaufsstellen unter zentraler Leitung,

retail panel Einzelhandelspanel η (Marktforschung) Eine Paneluntersuchung, die bei einer gleichbleibenden Stichprobe von Einzelhandelsbetrieben über einen längeren Zeitraum hinweg durchgeführt wird,

retail price Einzelhandelspreis m, Ladenpreis m (Konditionenpolitik) Der Endverkaufspreis, zu dem der Einzelhandel eine Ware an den Letztverbraucher verkauft,

retail rate Werbetarif m, Anzeigenpreis m für örtliche Einzelhändler retail store Einzelhandelsgeschäft η, Einzelhandelsladen m, Einzelhandelsuntemehmen η Ein Wirtschaftsuntemehmen, das zum institutionellen Einzelhandel gehört, weil es gewerbsmäßig Waren beschafft und bereithält, die es ohne wesentliche Bearbeitung oder Verarbeitung an die Endverbraucher weiterverkauft,

retail structure analysis Einzelhandelsstrukturanalyse / (Marktforschung) retail survey Einzelhandelsbefragung/, Einzelhändlerbefragung/, Händlerbefragung/, Händlerumfrage /, Einzelhandelsumfrage / , Handelsbefragung / (Marktforschung) Eine Form der Befragung in der demoskopischen Marktforschung, bei der die Stichprobe aus Einzelhandelsgeschäften besteht,

RFMR method return (meist pi returns) 1. Remission / , Rücksendung/, Rücklieferung/ 2. Rücklauf m, Eingang m von Rückantworten —> rate of returns 3. Entgelt η, Ertrag m, Erlös m, Einnahme/, Gewinn m (Wirtschaftslehre/Betriebswirtschaft) return call Wiederholungsbesuch m (Außendienst/Marktforschung) -> call return card Rückantwortkarte/, Antwortkarte/ (Direktmarketing ) return on investment (ROI) Return m on Investment, Kapitalertrag m, Kapitalrendite / (Wirtschaftslehre/Betriebswirtschaft) Der Betriebsgewinn vor Steuern, bezogen auf das durchschnittlich gebundene Kapital, d.h. das Verhältnis von Gewinn zu investiertem Kapital,

return rate Rücklaufquote / , Rücklaufrate / (Direktmarketing/empirische Sozialforschung/ Marktforschung/Mediaforschung) 1. Im Direktmarketing die Zahl bzw. der Anteil (Prozentsatz), der bei einem Werbungtreibenden bzw. seinem Auftraggeber eingehenden Bestellungen oder Anfragen als Resultat einer Aktion oder Kampagne. 2. Bei Befragungen jener Sonderfall der Antwortquote für schriftliche Befragungen, der im Anteil der ausgefüllt zurückgeschickten Fragebögen an der Gesamtzahl der verschickten Fragebögen besteht.

re-use package Mehrwegpackung/ wiederverwendbare Verpackung/, mehrfach verwendbare Packung/ Eine mehrmals verwendbare Verpackung, die im allgemeinen im Leih- und Rückgabeverkehr verwendet wird.

re-use packaging Mehrwegpacken n, Mehrwegverpackungsstrategie / Der gezielte Einsatz mehrmals verwendbarer Verpackungen, die im allgemeinen im Leih- und Rückgabeverkehr verwendet werden.

retail trade —> retailing retail trading zone Einzelhandelszone / , Vorstadt-Einkaufszone/, Vorstadt-Einkaufsgebiet η (Standortforschung )

vgl. one-way packaging revealed preference theory Theorie / d e r faktischen Präferenz (Marktforschung)

Ein außerhalb des Geschäfts- und Einkaufszentrums einer Stadt gelegenes Einkaufsgebiet, dessen Kunden und Bewohner sowohl hier wie im Geschäftszentrum der Stadt einzukaufen pflegen und deshalb auch als Zielgruppe für die Werbung der Einkaufszentren in der City wichtig sind,

Eine Theorie der Kaufentscheidung, die in Anlehnung an den Behaviorismus die Schwächen sowohl der mikroökonomischen Haushaltstheorie wie der Indifferenz-Präferenz-Theorie durch Verzicht auf den Begriff des Nutzens (utility) und an seiner Stelle durch die empirische Analyse tatsächlicher Kaufentscheidungen zu umgehen versucht,

retroactive discount Nachrabatt m, nachträglich eingeräumter Rabatt m (Konditionenpolitik) retroactive rebate —> retroactive discount retrospective market research retrospektive Marktforschung / Die im Gegensatz zur adspektiven und zur prospektiven Marktforschung auf die Untersuchung vergangener Entwicklungen, Trends und Ereignisse zielende Marktforschung.

revenue Einnahmen/)?/, Einkünfte f/pl, Ertrag m, Einkommen η (Wirtschaftslehre/Betriebswirtschaft) RFMR method RFMR-Methode / (Direktmarketing) Ein im Direktmarketing verwendetes Verfahren der Adressenbewertung der firmeneigenen Kunden- und Interessentendatei, bei dem vor allem die drei Faktoren letztes Kaufdatum = Recency (R), Kaufhäufig-

Riffault test keit = Frequency (F) und Kaufwert bzw. Umsatz = Monetary Ratio (MR) berücksichtigt werden. Aus der Beurteilung dieser Daten ergeben sich für das Wirtschaftsunternehmen Informationen über den Einsatzwert der einzelnen Adressen. Riffault test Riffault-Test m (Marktforschung) Eine Sonderform des Preistests, bei dem Test durch Befragung die Bandbreite, innerhalb derer der angemessene Marktpreis liegen muB, ermittelt wird, indem jeder Befragte aufgefordert wird, sowohl einen Höchst- wie einen Niedrigstpreis anzugeben, risk Risiko η (Entscheidungstheorie) —» decision under risk risky shift Risikoschub m, Risikoschub-Phänomen η (empirische Sozialforschung/Marketing) Der vor allem in Laboratoriumsexperimenten beobachtete Effekt, daß Gruppeninteraktion die Risikobereitschaft der Gruppe auf eine höhere Ebene hebt,

342 als dies dem Mittelwert der individuellen Risikobereitschaft aller einzelnen Gruppenmitglieder entspricht. rival firm Konkurrenzfirma / , Konkurrenzunternehmen η Robinson-Patman Act Robinson-Patman-Gesetz η Ein amerikanisches Gesetz aus dem Jahr 1936, das diskriminatorische Rabatt- und Preisregelungen im Handel und in der Werbung untersagt. roll-out eigentl Ausrollen n, langsame Ausbreitung/, sich unter einer Walze Verteilen η (Marketing/Marketingplanung ) Die allmähliche Verbreitung eines neuen Produkts oder einer neuen Dienstleistung von seiner lokalen oder regionalen Einführung bis in den nationalen Markt.

s sack Sack m (Verpackung) Ein flexibles, vollflächiges, raumbildendes Packmittel von meist über 2700 cm 2 .

salable sample (brit saleable sample) käufliches Muster n, käufliches Warenmuster η salaried salesman Reisender m, Handlungsreisender m (Außendienst) Ein in einem festen Angestelltenverhältnis stehender Vertriebsmitarbeiter eines Hersteller- oder mitunter auch eines Großhandelsunternehmens, der im übrigen dieselben Funktionen wie ein Handelsvertreter wahrnimmt, allerdings anders als der selbständige Handelsvertreter an Weisungen des ihn anstellenden Unternehmens gebunden ist.

vgl. sales representative sale Verkauf m, Absatz m, Vertrieb m —» sales, selling saleable sample brit —> salable sample sales pl Absatz m, Umsatz m (Wirtschaftslehre/Betriebswirtschaft)

sales audit Absatzrevision / (Marketing!iontrolle) Die der finanziellen Revision ähnliche, gründlichtiefgreifende Überprüfung der Absatz- und MarktVerhältnisse für ein Unternehmen in Vergangenheit und Gegenwart - durchgeführt vor allem in Krisenlagen - mit dem Ziel, eine objektivierte Beurteilung absatzpolitischer Maßnahmen und etwaiger Fehlleistungen zu ermöglichen.

sales budget Absatzbudget η (Marketingplanung) Ein auf der Grundlage von Daten der Absatzstatistik oder Verkaufsbuchhaltung sowie von Marktforschungsdaten und von einem darauf basierenden Absatzplan festgesetztes Budget des gegenwärtigen und künftigen Absatzes eines Unternehmens.

sales campaign Absatzkampagne /, Verkaufsaktion /, Verkaufskampagne / (Marketingplanung/Verkaufsförderung) Im Rahmen des Marketing-Mix sind Verkaufsaktionen von Herstellern, Groß- oder Einzelhändlern ein Steuerungsinstrument des Absatzes und des Ausgleichs von Angebot und Nachfrage, das außerhalb der normalen Verkaufstätigkeit vor allem bei der Einführung neuer Produkte, zum Ausgleich saisonaler Schwankungen, zur Abwehr der Verdrängungsgefahr durch Substitutionsgüter oder als Maßnahme zur Behauptung oder Vergrößerung des eigenen Marktanteils ergriffen werden kann.

1. Die Gesamtmenge der von einem Anbieter innerhalb eines bestimmten Zeitraums gegen Entgelt veräußerten Güter bzw. Dienstleistungen (deren Gesamtwert ist der Umsatz). 2. Die dem Beschaffungs- und Produktionsprozeß zeitlich folgende Schlußphase des innerbetrieblichen Leistungsprozesses. 3. Die Gesamtheit der auf den Verkauf von Betriebsleistungen zielenden Tätigkeiten eines Unternehmens.

sales canvassing Akquisition /, Akquisitionspolitik f (Außendienst)

sales agent Handelsagent m, Handelsbevollmächtigter m, Handelsbeauftragter m (Außendienst)

Die Gesamtheit derjenigen Außendienstaktivitäten eines Unternehmens, die entweder auf die Gewinnung neuer Kunden oder auf Geschäftsabschlüsse mit bisherigen Kunden zielen.

Ein Selbständiger, der im Auftrag seiner Kunden geschäftlich tätig ist. —» sales representative

sales Channel Absatzkanal m, Absatzweg m (Marketing/Marketinglogistik)

sales analysis Absatzanalyse / schung)

(Marktfor-

Jener Bereich der betrieblichen Marktforschung, der die den Absatz in Vergangenheit, Gegenwart und Zukunft beeinflussenden Marktdaten mit dem Ziel untersucht, Eckdaten für die Absatzplanung und den Vertrieb zu gewinnen.

sales area Verkaufsgebiet η, Absatzmarkt m, Absatzgebiet n, Absatzbezirk m (Standortforschung) 1. Der gesamte geographische Bereich, in dem ein Gut oder eine Dienstleistung Absatz findet. 2. Ein innerhalb eines Gesamtmarkts gebildeter Teilmarkt, der in aller Regel charakterisiert ist durch die Alleinvertriebsrechte eines Handelsbetriebs oder die entsprechenden Vertretungsrechte eines Handelsvertreters.

1. Der Weg, den Güter von ihrer Herstellung bis hin zu ihrer Verwendung durchlaufen. 2. In der Distributionspolitik eine Kette von unternehmenseigenen Verkaufsorganen oder von Absatzmittlem, die im Vertriebsprozeß absatzpolitische Instrumente einsetzen.

sales channel flow Absatzwegfluß m (Marketing) Einer der verschiedenen Bewegungsflußtypen, die mit einem konkreten Absatzweg verbunden sind.

sales cooperation Absatzkooperation /, Absatzverbund m (Marketing/Marketingplanung) Die Gesamtheit der in der Wirtschaftspraxis vorkommenden Formen zwischenbetrieblicher Zusammenarbeit in bezug auf Absatzvorbereitung oder Absatzpolitik.

sales credit —» sales loan

344

sales decay constant sales decay constant Absatz-Abnahmerate / (Marketing) —» Vidale-Wolfe model sales department Verkaufsabteilung / (Marketingorganisation) sales district Verkaufsbezirk m (Außendienst) Ein geographisch abgegrenztes Gebiet, das einem Handelsvertreter, Reisenden oder Fahrverkäufer als Aktionsbereich für seine Verkaufstätigkeit zugewiesen wird.

sales display Verkaufsauslage /, Warenauslage /, Auslage / (POP-Werbung) —> display advertising sales effect Kauferfolg m, Kaufwirkung/ sales effectiveness accounting Absatzerfolgsrechnung / (Marketingkontrolle) Die in der Praxis meist nach dem Ist-Kosten-Verfahren vorgenommene Ermittlung des pro Absatzelement erzielten Ergebnisses und der Vergleich dieses Ist-Ergebnisses mit dem Soll-Ergebnis,

sales elasticity Absatzelastizität / (Wirtschaftslehre) Das Verhältnis der relativen Veränderung des mengenmäßigen Absatzes eines Produkts oder einer Dienstleistung und der sie auslösenden relativen Änderung des Preises,

sales expectation(s) (pl) Absatzerwartung(en) ftpl) (Marketingplanung) Eine aufgrund von Marktanalysen oder auch bloßen Vermutungen ermittelte Plangröße für das wahrscheinliche künftige Absatzvolumen eines Unternehmens, aufgrund deren die Erzeugnisplanung und die Produktpolitik festgelegt werden,

sales exploration Absatzerkundung/ Die mehr zufällige und gelegentliche Untersuchung einer Absatz- oder Marktsituation. vgl. sales analysis, sales observation

sales financing Absatzfinanzierung / (Marketing/Marketingplanung ) Sammelbezeichnung für eine Vielzahl von Maßnahmen, mit denen Unternehmen den Absatz ihrer eigenen Produkte oder Leistungen durch Finanzierungshilfen (durch firmeneigene oder -angeschlossene Kredituntemehmen oder auch durch außenstehende Kreditinstitute) erleichtern,

sales folder Salesfolder m (Außendienst/Verkaufsförderung ) Ein speziell zur Präsentation beim Verkaufsgespräch geeigneter Leitfaden, in dem die von dem Handelsvertreter oder Reisenden angebotenen Leistungen auf optisch eingängige und verständliche Weise dargestellt sind.

sales force Verkaufsaußendienst m, Außendienstmitarbeiter m/pl Die Gesamtheit der unternehmensfremden Organe, die als Bestandteile der betrieblichen Absatzorganisation absatzbezogene Aufgaben und Tätigkeiten erfüllen.

sales forecast Absatzprognose /, Verkaufsprognose / (Marketingplanung/Marktforschung) Eine auf die Empirie gestützte Vorhersage des zukünftigen Absatzes von bestimmten Produkten oder Leistungen einer Unternehmung an ausgewählte Käuferschichten (Abnehmer) in einem bestimmten Zeitabschnitt und bei einer bestimmten absatzpolitischen Mittelkombination,

sales function Absatzfunktion / (Wirtschaftslehre/Marketing ) sales incentive Verkaufsanreiz m, Verkäuferprämie f (Verkaufsförderung) Im Rahmen des Marketingmanagement die insbesondere, aber nicht ausschließlich im Bereich des Außendienstes an Reisende oder Verkäufer gewährten materiellen Anreize,

sales index Absatzkennzahl f Absatzkennziffer / (Statistik/Marketingkontrolle/Marketingplanung) Eine Gliederungs- oder Verhältniszahl, die als Indikator absatzwirtschaftlich relevante Informationen für betriebswirtschaftliche Dispositionen in bezug auf bestimmte Absatzmärkte enthält und mit deren Hilfe es Unternehmen ermöglicht werden soll, ihre Absatzfunktionen zu erfüllen,

sales intermediary Absatzmittler m (Marketingorganisation) Diejenigen Organe der Absatzwirtschaft, die als wirtschaftlich und rechtlich selbständige Einheiten und im Gegensatz zu Absatzhelfem, als Groß- oder als Einzelhandelsuntemehmen durch den Einsatz absatzpolitischer Instrumente im Distributionsprozeß die Verfügbarkeit über Sachleistungen vermitteln,

sales intermediary analysis Absatzmittleranalyse/ Die systematische Analyse des Verhaltens der Handelsbetriebe im Marketing,

sales life Lagerdauer f (Einzelhandel)

Lagerungsdauer

/

Die durchschnittliche Zeit, die ein Stück einer Ware im Regal lagert,

sales loan Absatzkredit m (Marketingplanung) sales loan policy Absatzkreditpolitik / (Marketingplanung) Die Gesamtheit der verschiedenen Maßnahmen, mit denen Unternehmen entweder durch Vermittlung oder durch Gewährung von Krediten potentiellen Kunden den Kauf der eigenen Erzeugnisse ermöglichen oder erleichtern,

sales management Verkaufsorganisation /, Verkaufsmanagement η (Marketingorganisation) sales manager Verkaufsleiter m, Verkaufsmanager m (Marketingorganisation) salesmanship Verkaufskunst /, Gewandtheit /, Geschicklichkeit /beim Verkaufen sales manual Verkaufshandbuch η (Außendienst/Verkaufsförderung) Das einem Verkäufer oder Außendienstmitarbeiter

345

sales rate at the point of sale

in Form eines Hefts oder eines ganzen Handbuchs mit Preislisten Katalogen, Prospekten, Statistiken, Konstruktionszeichnungen, Illustrationen, Argumentationshilfen usw. zur Verfügung gestellte Unterlagenmaterial,

sales market Absatzmarkt m (Wirtschaftslehre) Die Gesamtheit jener Bedarfsträger, an die sich ein Unternehmen als potentielle Abnehmer seiner Leistungen wendet, um sie durch die Gestaltung seines Angebots und den aktiven Einsatz seiner Absatzinstrumente zum Kauf seiner Leistungen zu veranlassen.

sales marketing Absatzmarketing η Deijenige Bereich des betrieblichen Marketing, sen Inhalt und Gegenstand die Bestimmung Leistungsprogramms des Unternehmens der planten Absatzmengen sowie ihrer Qualität Preise ist.

desdes geund

sales market research Absatzmarktforschung/ Deijenige Bereich der betrieblichen Marktforschung, dessen Aufgabe die Analyse und Beobachtung der äußeren Bedingungen des Absatzes der Güter oder Leistungen eines Herstellers oder Händlers ist.

salesman's premium —> sales incentive sales method Absatzmethode / (Marketingplanung) Diejenigen Instrumente des Marketing-Mix, die den in Entscheidungen über das Vertriebssystem, über die Absatzformen und die Absatzwege bestehenden Entscheidungskomplex bilden,

sales objective Absatzziel η nung)

(Marketingpla-

Eines der mit den Oberzielen eines Wirtschaftsunternehmens wenigstens in enger Verbindung stehenden, und angesichts der Tatsache, daß die Absatzerträge in der Regel die Hauptquelle von Unternehmensgewinnen darstellen, vielfach mit ihnen identischen und teilweise aus ihnen ableitbaren verkaufspolitischen Zwischen- und Unterziele eines Unternehmens,

zelnen für den Absatz einer Ware in der Planperiode relevanten Maßnahmen niedergelegt sind und mit dem alle anderen Planungen eines Unternehmens abgestimmt und verknüpft sind.

sales planning Absatzplanxmgf nung)

(Marketingpla-

Die Entwicklung von strategischen, taktischen und operativen Absatzplänen auf der Grundlage von Prognosen der in künftigen Planperioden möglichen Absätze (oder auch Umsätze) eines Unternehmens.

sales point Verkaufsargument η sales policy Absatzgrundsätze m/pl, Absatzpolitk /, Verkaufspolitik / (Marketingplanung) Die Festlegung der grundlegenden Orientierungsrichtlinien für den Absatz der Produkte und Dienstleistungen eines Unternehmens.

sales policy instruments pl absatzpolitische Instrumente n/pl, absatzpolitisches Instrumentarium η (Marketing) Die Gesamtheit der im Rahmen der Absatzpolitik zum Einsatz gebrachten Methoden und Mittel, mit denen ein Unternehmen versucht, das Geschehen auf dem Absatzmarkt in seinem eigenen Interesse und zu seinen eigenen Gunsten zu beeinflussen und zu gestalten.

sales portfolio Verkaufsmappe /, Verkaufshefter m (Außendienst/Verkaufsförderung) sales potential Absatzpotential η (Wirtschaftslehre) Die höchstmögliche Absatzmenge, die ein Unternehmen in seinem Absatzmarkt mit einem konkreten Erzeugnis erzielen kann bzw. zu erzielen hofft.

sales observation Absatzbeobachtung / (Marktforschung )

vgl. market potential sales promoter Verkaufsförderer m, Sales Promoter m sales promotion Verkaufsförderung /, Absatzförderung/ sales psychology Verkaufspsychologie /

Jener Bereich der betrieblichen Marktforschung, der die Entwicklung des Absatzes eines Erzeugnisses im Zeitverlauf mit dem Ziel verfolgt, Entwicklungstendenzen zu erkennen und ggf. Kurskorrekturen vornehmen zu können. vgl. sales analysis

sales quota 1. Absatzquote / lehre/Betriebswirtschaft)

sales outlet Einzelhandelsgeschäft η, Einzelhandelsfiliale/, Einzelhandelsladen m Eine einzelne von mehreren räumlich getrennten Verkaufsstellen unter zentraler Leitung,

sales performance Absatzleistung /, Marktleistung / (Marketing) Die Gesamtleistung, die beim Absatz eines Erzeugnisses, eines Produkts oder einer Dienstleistung dem Käufer zugutekommt bzw. auf ihn übergeht,

sales plan Absatzplan η (Marketingplanung) Der auf der Grundlage von Absatzerwartungen und -zielen festgelegte schriftliche Plan, in dem die ein-

Deijenige Bereich der angewandten Psychologie, dessen Gegenstand die Psychologie des Kaufvorgangs und des Verkaufsvorgangs, die Psychologie des Käufers und des Verkäufers ist.

(Wirtschafts-

Eine Verhältniszahl, durch die die Relation der am Markt absetzbaren Warenmenge oder Produktionskapazität eines Unternehmens angegeben wird.

2. Verkaufsquote / wirtschaft)

(Wirtschaftslehre/Betriebs-

Eine Verkaufsquote ist eine Absatzquote für einen regional begrenzten Bereich, meistens einen Verkaufsbezirk, die einem Außendienstmitarbeiter in der Regel als Sollvorgabe für die in diesem Verkaufsbezirk zu erzielenden Absatzergebnisse vorgeschrieben wird.

sales rate at the point of sale Abverkaufsge-

sales ratio m e t h o d

schwindigkeit / (Einzelhandel/Marketingplanung) Die Geschwindigkeit (d.h. die Zahl der Artikel pro Zeiteinheit), mit der eine Ware am Verkaufspunkt (point of sale) verkauft wird, sales ratio m e t h o d eigentl Umsatzanteilmethode/ Ein Verfahren der Festsetzung des Werbeetats als Anteil der Jahresumsätze, sales representative Verkaufsvertreter m, H a n delsvertreter m, H a n d e l s a g e n t m (Außendienst/ Marketingorganisation) Ein selbständiger Gewerbetreibender, der ständig damit betraut ist, für einen anderen Unternehmer Geschäfte zu vermitteln oder in dessen Namen abzuschließen. sales research A b s a t z f o r s c h u n g / , Verkaufsforschung / ( M a r k t f o r s c h u n g ) Deijenige Bereich der Marktforschung, der sich mit der systematischen Beschaffung und Verarbeitung von Informationen, die für die Marketingentscheidungen eines Unternehmens relevant sind und sich dabei unmittelbar auf den Absatz von Gütern und Dienstleistungen beziehen, sales resistance K a u f h e m m u n g / , K a u f u n l u s t / sales restraint(s) (pl) Absatzbindung(en) f(pl), Vertxiebsbindung(en)/(pZ) (Marketingplanung) Die verschiedenen Formen vertraglicher Bindungen im Zusammenhang mit dem Absatz von Waren, sales risk Absatzrisiko η (Marketingplanung) Die unabhängig von der Produktqualität für jeden Anbieter bestehende Ungewißheit, ob ein Erzeugnis absetzbar ist. sales s e g m e n t A b s a t z s e g m e n t η (Marketingplanung) Sammelbezeichnung für diejenigen absatzpolitischen Einzelbereiche wie 1. Auftragsgrößen, 2. Abnehmer, 3. Absatzgebiete, 4. Produktgruppen und 5. Absatzmethoden, die entscheidend zum wirtschaftlichen Erfolg eines Unternehmens beitragen, sales s e g m e n t costing Absatzsegmentrechnung / (Betriebswirtschaft) Die rechnerischen Operationen, durch die der ökonomische Erfolg einzelner Teil-Absatzsegmente ermittelt und zugleich festgestellt wird, wie relativ wirksam die Absatzbemühungen in den einzelnen Teil-Absatzsegmenten für den wirtschaftlichen Erfolg eines Unternehmens sind, sales statistics pl Umsatzstatistik / , Absatzstatistik/ ( Betriebswirtschaft) Die aufgrund der betrieblichen Buchführung eines Unternehmens durchgeführte systematische Erfassung, Verarbeitung und Auswertung der nach Mengen oder Preisen, Abnehmern, Abnehmerkategorien oder Verkaufsbezirken sowie nach Warengattungen gegliederten quantitativen Daten über die Absatzaktivitäten eines Wirtschaftsunternehmens, sales strategy 1. Absatzstrategie / (Marketingplanung) Die langfristige Planung des Vorgehens eines Wirt-

346 schaftsunternehmens auf seinem Absatzmarkt auf der Grundlage der in Gestalt von Wachstums-, Produkt· und Marktzielen definierten Unternehmenspolitik. 2. Verkaufsstrategie / , Verkaufstechnik / (Außendienst/Verkaufsförderung ) Die Strategie, mit der Verkäufer grundsätzlich das Verkaufsgespräch von seiner Seite aus gestaltet und den Ablauf des Gesprächs strukturiert. —> door-in-the-face technique, foot-in-the-door technique sales tactics pl (als sg konstruiert) Absatztaktik / (Marketingplanung) Die mittelfristige Planung des Vorgehens eines Wirtschaftsunternehmens auf seinem Absatzmarkt, sales target Verkaufsziel η (Marketingplanung) Eines der mit den Oberzielen eines Wirtschaftsunternehmens wenigstens in enger Verbindung stehenden, und angesichts der Tatsache, daß die Absatzerträge in der Regel die Hauptquelle von Unternehmensgewinnen darstellen, vielfach mit ihnen identischen und teilweise aus ihnen ableitbaren verkaufspolitischen Zwischen- und Unterziele eines Unternehmens, sales trainer Verkaufstrainer m sales training Verkaufstraining η sales turnover Absatzgeschwindigkeit / (Betriebswirtschaft/Marketingplanung) Die Zahl der pro Zeiteinheit abgesetzten Wareneinheiten. sales v o l u m e U m s a t z v o l u m e n η, Absatzvolumen η (Wirtschaftslehre/Betriebswirtschaft) Die Gesamtheit der von einem Wirtschaftsuntemehmen innerhalb eines bestimmten Zeitraums tatsächlich abgesetzten Mengen eines Erzeugnisses, sales v o l u m e m e t h o d —> sales ratio m e t h o d sales v o l u m e plan A b s a t z m e n g e n p l a n m (Betriebswirtschaft/Marketingplanung) Der innerhalb der betrieblichen Absatzplanung aufgestellte Plan der Absatzmengen der Betriebserzeugnisse für eine Planperiode, s a m p l e Warenprobe / , Probe / , Muster n, Warenmuster η Ein Gegenstand, der in seinem Gesamtcharakter, also Form, Art, Aussehen, Aufmachung usw., seltener jedoch Größe, einer angebotenen Ware entspricht und potentiellen Käufern die Möglichkeit gibt, sich ein Bild von der Warenbeschaffenheit und -ausstattung zu verschaffen, s a m p l e p r o d u c t —» s a m p l e s a m p l e s fair —> samples trade fair s a m p l e s trade fair M u s t e r m e s s e / Eine Messe, auf der ausschließlich Muster von Produkten ausgestellt werden und auf der Geschäftsabschlüsse aufgrund der Muster getätigt werden, s a m p l e s trade s h o w —> samples trade fair s a m p l e wholesale t r a d e —» sample wholesaling

347

seasonal

sample wholesaling Bemusterungsgroßhandel m Eine Form des Großhandels, bei der die Abnehmer (Einzelhändler oder gewerbliche Abnehmer) ihre Bestellungen und Aufträge aufgrund von Warenmustern aufgeben, die sie zu diesem Zweck aufsuchen. sampling 1. Musterstück n, Musterkollektion/, Mustersammlung / 2. Bemusterung/ —> sample 3. Einführung / , Lancierung / einer Ware/einer neuen Marke/eines neues Produkts durch Verteilung von Warenmustern saturation curve Sättigungskurve / Marketing) —> Saturation function

(Statistik/

Saturation function Sättigungsfunktionen / , Sättigungskurve / , Wachstumsfunktion / (Statistik/Marketing) Eine Funktion mit einem nach oben begrenzten Wertebereich, dem Sättigungsniveau oder der Wachstumsgrenze. S a t u r a t i o n level Sättigungsniveau η —> Vidale-Wolfe model Say's theorem Saysches Theorem η (Wirtschaftslehre) Das von Jean Baptiste Say in seiner Theorie der Absatzwege formulierte Theorem, demzufolge eine Überproduktion in einer Volkswirtschaft nicht möglich sei, weil sich jedes Produktionsniveau das ihm entsprechende Bedürfnis- und Nachfrageniveau schaffe, so daß die Funktion des Geldes im wesentlichen in der Verschleierung des Umstands besteht, daß Produkte immer mit Produkten gekauft werden können. scale rate Listenpreis m, Standardpreis m, Eckpreis m (Konditionenpolitik) scan Abtastung/ to scan v/t abtasten scanner Scanner m, Bildabtaster m, Abtaster m Ein optisches Lesegerät, das in der Lage ist, mit einer speziell ausgerüsteten Maschine geschriebene Manuskripte abzutasten und die Zeichen in elektronische Daten umzusetzen die ein Computer weiterverarbeiten kann. scanning Scanning n, Abtastung / , Bildabtastung/, Bildzerlegung/, Z e r l e g u n g / Ein System der Verkaufsdatenerfassung mit Hilfe elektronischer Kassenterminals im Einzel- und Großhandel, das die artikelspezifische Erfassung am Verkaufspunkt ermöglicht. Grundlage ist ein Artikelnumerierungssystem, bei dem die Numerierung meist bereits vom Hersteller auf den Waren angebracht wird. scenario Szenario η —> scenario technique

fluctuation

scenario technique Szenariotechnik / , Szenariomethode/ Ein in der Futurologie entwickeltes systematisches, mehrstufiges Verfahren zur Erarbeitung alternativer möglicher Zukunftsbilder auf der Grundlage einer Analyse der gegenwärtigen Situation mit dem Ziel der Ableitung von Maßnahmen und Planungen aus plausiblen Annahmen über die Haupteinflußfaktoren unter Berücksichtigung möglicher Störereignisse. schedule Plan m, Zeitplan m, Terminplan m scientific marketing wissenschaftliches Marketing η scope Gesichtskreis m, Wirkungskreis m, Betätigungsfeld n, Bereich m, Feld n, Gebiet η score eigentl erzielte Punktzahl / , Spielstand m (beim Sport) Ziffer/, Z a h l / , erreichte Zahl/, Bewertungsziffer/ seal Siegel n, Stempel m seal of approval Testsiegel η, Gütesiegel η Ein Prädikat, das eine Testzeitschrift einem Produkt verleiht, nachdem sie es getestet hat. season Saison / , S p i e l z e i t / seasonal adjustment Saisonbereinigung / (Statistik) Die in vielen ökonomischen Zeitreihen auftretenden saisonalen Schwankungen verstellen oft den Blick auf den Trend der Reihe in einem solchen Maße, daß nur durch Ausschaltung der irregulären und saisonalen Komponente der Zeitreihe der Grundtrend erkennbar wird,

seasonal closing-out sale Schlußverkauf m, Saisonschlußverkauf m, Inventurverkauf m (Einzelhandel) Eine Sonderveranstaltung mit reduzierten Preisen am Ende eines Verbrauchsabschnitts, für jeweils zwei Wochen beginnend am letzten Montag des Monats Januar bzw. des Monats Juli für bestimmte, zum Schlußverkauf zugelassene Artikel (Textilien, Bekleidungsgegenstände, Schuhwaren, Damenhandtaschen, Damenhandschuhe, Lederwaren sowie zusätzlich beim Winterschlußverkauf auch Porzellan, Glas und Steingut) zulässig ist. seasonal c o m p o n e n t Saisonkomponente/, saisonale Komponente / (Statistik) —» time series seasonal discount Saisonrabatt m (Konditionenpolitik) Eine Sonderform des Rabatts, die vor allem bei saisonabhängigen Artikeln gewährt wird, um Händler zu Einkäufen außerhalb der Saison zu ermutigen, seasonal fluctuation saisonale Schwankung / , Saisonschwankung / (Wirtschaftslehre) Saisonale Schwankungen bewirken, daß zu manchen Zeiten die Nachfrage die Kapazität einer Organisation bei weitem Ubersteigt, während in anderen Perioden die Kapazität größtenteils unausgelastet ist.

seasonal g o o d

seasonal g o o d (meist pi seasonal goods) Saisonartikel m Eine Ware, deren Absatz vorwiegend oder ausschließlich während einer bestimmten Jahreszeit stattfindet (viele Textilien, Heizmaterial, viele landwirtschaftliche Erzeugnisse usw.). seasonal index Saisonindex m, Saisonindexzahl / , Saisonindexziffer f (Statistik) In der Zeitreihenanalyse sind Saisonindices Indexziffern zur Darstellung der typischen saisonalen Schwankungen innerhalb eines Jahres in Form der relativen Abweichung vom Jahresmittel, s e c o n d a r y d e m a n d Sekundärbedarf m, Sekund ä r n a c h f r a g e / , sekundäre N a c h f r a g e / , abgeleitete N a c h f r a g e / , abgeleiteter Bedarf m (Wirtschaftslehre) Die durch die unmittelbare Nachfrage der Konsumenten nach Gütern und Dienstleistungen ausgelöste Nachfrage der Produzenten nach Produktivgütern. vgl. p r i m a r y d e m a n d secondary market resistance sekundärer Markt widerstand m (Marktpsychologie) Die Gesamtheit der Maßnahmen, mit denen die Mitbewerber eines Unternehmens auf die Einführung eines neuen Produkts reagieren. vgl. primary market resistance s e c o n d a r y m e a n i n g —> secondary m e a n i n g mark s e c o n d a r y m e a n i n g m a r k Freizeichen η Eine meist für eine bestimmte Warenkategorie verwendete, warenzeichenähnliche Kennzeichnung, die jedoch nicht den rechtlichen Schutz von Warenzeichen genießt, weil sie von den beteiligten Verkehrskreisen nicht mehr als Erzeugnis eines einzelnen Herstellers angesehen, sondern als Bezeichnung einer Warengattung empfunden wird, s e c o n d a r y m o t i v e sekundäres Motiv η (Psychologie/Marktpsychologie/Marktforschung) Ein durch Lernen, Erfahrung, Erziehung, Sozialisation erworbener Handlungsantrieb, der aus einem primären Motiv hervorgegangen ist. s e c o n d a r y need Sekundarbedürfnis η, Strebung f(Psychologie) Ein bei einer hierarchischen Betrachtungsweise wie z.B. in der Maslowschen Bedürfnishierarchie über den Primärbedürfnissen stehendes psychisches, gesellschaftliches und kulturelles Bedürfnisse wie auch das Bedürfnis nach Selbstverwirklichung, s e g m e n t —> market s e g m e n t to s e g m e n t v/t segmentieren s e g m e n t a t i o n —> m a r k e t segmentation s e g m e n t e d m a r k e t i n g segmentiertes Marketing η, S e g m e n t a u s d e c k u n g / , Segmentausdeckungsstrategie/ Eine Variante der Marktdifferenzierung, die in der Anwendung unterschiedlicher Marketingstrategien gegenüber mindestens zwei Käufer- oder Kundengruppen besteht.

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s e g m e n t m i g r a n t S e g m e n t w a n d e r e r m, Wanderer m d u r c h die S e g m e n t e (Marktforschung/ Marktpsychologie) Die Vorstellung, daß Konsumenten gewissermaßen Wanderer durch die Segmente sind, und die Kunst der Zielgruppenbestimmung im Marketing darin besteht herauszufinden, wann welche Gruppenzugehörigkeit wichtig und mit welchen Bedürfnissen verknüpft ist, wann man eher den Fußgänger im Autofahrer oder wann den Autofahrer im Fußgänger ansprechen muß. selection field A u s w a h l f e l d η (Marktpsychologie) Der gegenüber dem Wahmehmungsfeld und dem Berücksichtigungsfeld allerkleinste Bereich deijenigen Waren und Marken auf einem spezifischen Markt, die sich in der engeren Wahl deijenigen Erzeugnisse befinden, die ein Konsument vor Kaufentscheidungen in seine engere Wahl zieht. vgl. consideration f r a m e , evoked set selective d e m a r k e t i n g selektives Reduktionsmarketing n, selektives D e m a r k e t i n g η Eine Form des Demarketing, bei dem ein Unternehmen bzw. ein Hersteller die Nachfrage lediglich in einem bestimmten Marktsegment zu reduzieren versucht, weil dieses z.B. nicht gewinnbringend ist. vgl. general demarketing selective distribution Distributionsauslese / , selektiver Vertrieb m, selektive Distribution / , Selektiv vertrieb m (Marketingplanung) Eine Maßnahme der selektiven Absatzpolitik, die darin besteht, daß ein Hersteller seine Waren nur an solche Händler vertreibt, die relativ hohe Umsätze mit diesen Waren zu machen versprechen. vgl. broadcast distribution selective selling —» selective distribution self-concept —> self-image self i m a g e (self-image) Selbstbild η, Eigenimage η, Selbstimage η (Psychologie) Das Image, das Personen, insbesondere Konsumenten von sich selbst haben, self-liquidating display Warenauslage / z u m Selbstkostenpreis (Einzelhandel) Eine Warenauslage, für die der Einzelhändler dem Werbungtreibenden lediglich die Selbstkosten, also den Einkaufspreis, rückerstattet, self-liquidating p r e m i u m —> self-liquidator self-liquidator Z u g a b e / , Zugabeartikel m z u m Selbstkostenpreis Eine Zugabe, die oft wesentüch wertvoller ist als das Produkt, für dessen Werbung sie eingesetzt wird, self-liquidating offer ( S L O ) Self-liquidating O f f e r m, Vorspannangebot n, Vorspannnen η Ein Zweitartikel von oft beträchtlichem Wert (der meist weit über dem des Erstartikels liegt), der zur Verkaufsförderung eines Erstartikels eingesetzt wird. self selection S e l b s t a u s w a h l / , Halbselbstbedie-

349

n u n g / , Teilselbstbedienung / , Vorwahl / (Einzelhandel) Eine Bedienungsform des Einzelhandels, die eine Zwischenform zwischen der reinen Bedienung durch Verkäufer und der Selbstbedienung darstellt. Die Waren sind so angeordnet, daß die Käufer leichten Zugang zu ihnen haben und sich auch selbst bedienen können, wenn sie das wünschen. Dennoch stehen außerdem Verkäufer bereit, die bei Bedarf auch bedienen, self-service 1. S e l b s t b e d i e n u n g / ( S B ) Eine vor allem im Lebensmittelhandel verbreitete Bedienungsform des Einzelhandels, bei der die Kunden die Möglichkeit haben, alle Waren ohne Mitwirkung des Verkaufspersonals selbst auszuwählen und zur Kasse zu transportieren. 2 . adj Selbstbedienungs-, m i t Selbstbedienung self-service d e p a r t m e n t store Verbraucherm a r k t m, Selbstbedienungswarenhaus n, SBWarenhaus η (Einzelhandel) Eine Betriebsform des Einzelhandels, die eine Mindestverkaufsfläche von 1000 qm, in der Realität oft genug aber auch zwischen 3000 und 4000 qm (SBWarenhaus) hat. self-service s h o p Selbstbedienungsgeschäft η, Selbstbedienungsladen m, S B - L a d e n m (Einzelhandel) vgl. semi-self service, service store to sell 1. v/t verkaufen, veräußern 2. v/t führen, z u m Verkauf auf L a g e r haben 3. v/i verkaufen, Verkäufe tätigen, sich verk a u f e n lassen, v e r k a u f t w e r d e n seller 1. Händler m, Verkäufer m 2. Verkaufsschlager m, gängiges Produkt n, zugkräftige Ware / Eine Ware, die sich gut verkauft, seller's m a r k e t Verkäufermarkt m, Händlermarkt m (Wirtschaftslehre/Wettbewerbstheorie) Ein Markt, der dadurch charakterisiert ist, daß die Anbieter (die Hersteller, die Verkäufer) im Vergleich zu den Nachfragern (den Konsumenten, den Käufern) sich in einer Vormachtstellung befinden und einen starken Einfluß auf die Preise der von ihnen angebotenen Güter und Leistungen ausüben können, weil die Nachfrage das Angebot übersteigt. vgl. b u y e r ' s m a r k e t selling 1. Verkaufen n, Verkauf m 2. adj verkäuflich, gängig, gut zu verkaufen, Verkaufsselüng center V e r k a u f s g r e m i u m n, Selling Center η (Marketingorganisation) Im Investitionsgütermarketing das auf der Anbieterseite dem Einkaufsgremium (buying center) analoge Entscheidungsgremium, an dem die für Verkaufsentscheidungen verantwortlichen Entscheidungsträger eines Unternehmens beteiligt sind, selling effectiveness —> sales effectiveness selling idea V e r k a u f s i d e e / selling point Verkaufsargument η

service

selling p o w e r Verkaufskraft / , Verkaufsfahigkeit/ selling price Verkaufspreis m (Konditionenpolitik) Der Preis, den den Endverbraucher tatsächlich für eine Ware oder eine Dienstleistung bezahlt, selling s p a c e V e r k a u f s f l ä c h e / ( e i n e s G e s c h ä f t s ) (Einzelhandel/Großhandel) Die Gesamtfläche aller als Verkaufsräume genutzten Geschäftsräume eines Einzel- oder Großhandelsunternehmens. sell-out (sell out) A u s v e r k a u f m (Einzelhandel) Eine Sonderveranstaltung (Sonderverkaufsveranstaltung) des Einzelhandels, die entweder erfolgt, weil der gesamte Geschäftsbetrieb eines Einzelhandelsbetriebs oder eines Zweiggeschäfts (Totalausverkauf) oder der Verkauf einer Warengattung (Teilausverkauf) aufgegeben wird, to sell out v/t a u s v e r k a u f e n s e m i - l i q u i d a t o r nicht vollständig k o s t e n d e c k e n d e Z u g a b e / n u r Teilkosten d e c k e n d e Z u gabe/ vgl. self-liquidator s e m i - l i q u i d a t o r p r e m i u m —> semi-liquidator semi-self l i q u i d a t o r —> semi-liquidator semi-self service 1. Teilselbstbedieung / , Halbselbstbedieung / , Selbstauswahl / , teilweise Selbstbedienung / ( E i n z e l h a n d e l ) Ein Geschäft, bei dem nicht in allen Abteilungen Selbstbedienung ist. 2. Freiwahl / ( E i n z e l h a n d e l ) Eine Bedienungsform bei Einzelhandelsuntemehmen, bei der die Kunden als einer Variante eines Systems mit Selbstauswahl (Teilselbstbedienung) die Wahl haben, ob sie Fremdbedienung oder Selbstbedienung vorziehen, s e q u e n c e F o l g e / , R e i h e / , Serie / , A b f o l g e / , Reihenfolge / sequential l a u n c h p h a s e n w e i s e E i n f ü h r u n g / , sukzessiver M a r k t a u f b a u m (Marketingplanung) Ein Marketingkonzept, bei dem ein Produkt in regionalen Teilmärkten eingeführt und von dort von Teilmarkt zu Teilmarkt stets weiter verbreitet wird, bis es am Ende nationale Verbreitung gefunden hat. sequential m a r k e t i n g sequentielles M a r k e t i n g η Die zeitliche Abfolge von Markeüngaktivitäten, die Phasenplanung der marketingpolitischen Instrumente. service 1. Dienstleistung f (Wirtschaftslehre) Im weitesten Sinne eine entweder körperliche oder geistige Tätigkeit, durch die im wirtschaftlichen Sinne ein Bedürfnis befriedigt wird, ohne daß dabei ein Sachgut hergestellt wird. 2 . K u n d e n d i e n s t m, D i e n s t m, Service m Die Gesamtheit der mehr oder minder freiwillig, meist unentgeltlich, mitunter aber auch entgeltlich erbrachten Zusatz- und Nebenleistungen, die ein

serviceability Anbieter den Abnehmern seiner Güter und Leistungen in mittelbaren oder unmittelbaren Zusammenhang mit dem Verkauf der von ihm angebotenen Waren und Dienstleistungen (d.h. vor, während oder nach dem Verkauf) mit dem Ziel erbringt, den Absatz der Hauptleistung zu fördern, den Gebrauchsnutzen der Marktleistung sicherzustellen und Dauerabnehmer für sein Angebot zu gewinnen,

serviceability Lieferbereitschaft /, Servicegrad m (Bestandsmanagement) Das Maß der durchschnittlichen Lieferfähigkeit eines Lagers in einer bestimmten Zeit, das in Form einer Kennziffer angegeben wird. Sie wird ganz allgemein gemessen als der Quotient von befriedigter Nachfrage und Gesamtnachfrage,

service charge Kundendienstzuschlag m, Bedienungszuschlag m (Konditionenpolitik) service contract Dienstvertrag m Eine schuldrechtliche Verpflichtung, durch die sich ein Vertragspartner (der Dienstnehmer) verpflichtet, einem anderen Vertragspartner (dem Dienstberechtigten) durch Einsatz seiner Arbeitskraft einen Dienst der vertraglich vereinbarten Art zu leisten, für die der Dienstberechtigte eine Vergütung zu bezahlen hat.

service department Kundendienstabteilung / (Marketingorganisation) service mark Markenzeichen η eines Dienstleistungsunternehmens vgl. trademark service marketing Dienstleistungsmarketing η Ebenso wie die Unternehmen des primären und des sekundären Sektors sind auch Dienstleistungsunternehmen auf marktorientierte Untemehmensführung angewiesen, und ihr Marketing unterscheidet sich daher nicht wesentlich von dem der Unternehmen des Produktbereichs,

service merchandiser Regalgroßhändler m, Regalgrossist m, Rack Jobber m, Service Merchandiser m (Großhandel) Eine Betriebsform des Großhandels, bei der im Normalfall ein Großhändler, in Einzelfällen auch ein Hersteller in einem Einzelhandelsuntemehmen (vor allem in Supermärkten) Regalflächen oder auch anderen Verkaufsraum anmietet und auf eigene Rechnung, in eigener Disposition und im eigenen Risiko mit Waren ausstattet,

service sample Dienstleistungsprobe/ Für Dienstleistungsproben gelten sinngemäß dieselben Grundsätze und Bestimmungen wie für Warenproben,

service selling Bedienungsverkauf m, Fremdbedienung /, Bedienung / (Einzelhandel) Eine von drei alternativen Bedienungsformen (Verkaufsformen) bei Einzelhandelsunternehmen, die höchstens eine Sichtverbindung zwischen dem Kunden und dem Produkt bedingt und bei der jeder Kaufvorgang daher den Charakter einer Interaktion zwischen Käufern und Verkaufspersonal hat.

vgl. self service, self-selection

350 service store Bedienungsladen m, Laden m, Geschäft η mit Bedienung durch Verkäufer (Einzelhandel) —» service selling set 1. Satz m (von zusammengehörigen Dingen), Sortiment n, Set η 2. Serie/, Reihe /, Folge /, Zyklus m setting display Auslage/, Warenauslage/mit zusammengehörigen Produkten (Einzelhandel) vgl. assortment display setting display window bedarfsorientiertes Schaufenster η (Einzelhandel) Ein Schaufester, bei dem Waren der verschiedensten Herkunft, die jedoch im Bewußtsein der Verbraucher zusammengehören und ein Bedarfsbündel darstellen, zusammenhängend präsentiert werden,

setup Aufbau m, Organisation /, Anlage /, Anordnung/ shadow box kartonähnlicher Rahmen m für Einzelhandelswarenauslagen (Einzelhandel) shape Gestalt/, Form/, äußere F o r m / Fasson/ to shape 1. v/t gestalten, formen, bilden 2. v/i sich formen, Gestalt annehmen, Form annehmen share Anteil m, Teil m share of market —» market share share of mind Prozentsatz m der Personen, denen eine bestimmte Marke bekannt ist (Marktforschung) Der Anteil der Personen, die in einer Befragung angeben, daß ihnen eine bestimmte Marke bekannt ist

shelf Regal n, Auslageregal n, Einzelhandelsregal n, Warenregal η (Einzelhandel) shelf appeal (of a package) Anziehungskraft /, Regalappeal m, Appeal m einer Packung im Regal (Einzelhandel) shelf card Regalschild η, Regal-Zettel m (Einzelhandel) shelf display Regalauslage /, Warenauslage / im Regal (Einzelhandel) shelf extender Regalauszug m, Auszug m für Sonderauslagen im Regal (Einzelhandel) shelf facings pl Zahl / der Produkte, Waren Packungen, die in einem Regal/den Regalen eines Einzelhandelsgeschäfts ausgelegt sind (Einzelhandel) shelf life Lagerdauer /, Lagerungsdauer / (Einzelhandel) Die durchschniUliche Zeit, die ein Stück einer Ware im Regal lagert,

shelf marker Regal-Preismarkierung /, RegalPreisschild η (Einzelhandel) shelf miser eigentl Regalknauser m, Regalgeizhals m platzsparendes Regal Werbemittel η (Einzelhandel)

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shopping plaza

shelf pack Regalpackung / (Einzelhandel) Eine Packung für mehrere Einzelpackungen eines Produkts, die ins Regal eines Einzelhandelsgeschäfts paßt.

shelf rent Regalmiete f (Einzelhandel) shelf space Regalfläche/, Regalplatz m (Einzelhandel) Der Produktivitätsfaktor Raum im Einzelhandel,

shelf tape Aufklebestreifen m, Klebestreifen m für Einzelhandelsregale (Einzelhandel) shelf warmer eigentl Regalwärmer ra, Ladenhüter m Sherman Act amerikanisches Gesetz η zur Regelung von Fragen des Wettbewerbsrechts vgl. Clayton Antritrust Act Sheth model Sheth-Modell n, EinstellungsVerhaltens-Modell η von Sheth (Einstellungsforschung/Marktpsychologie) Ein von dem amerikanischen Markt- und Sozialforscher Jagdish N. Sheth entwickeltes Modell der Relation zwischen Einstellung und Verhalten, das ausgehend von der für Konsumentenentscheidungen vielfach kennzeichnenden Situation eines „low involvement" annimmt, daß in solchen Situationen ein nicht sehr ausgeprägter Zusammenhang zwischen Einstellungen und Verhalten besteht und daß statt dessen den situativen Einflüssen und vor allem unerwarteten Ereignissen oder Verhaltensbedingungen größere Relevanz zukommt,

to ship Am v/t verschicken, versenden (nicht nur per Schilf: to ship by airmail) shipment Versendung /, Versand ra, Verschiffung/ shop Laden ra, Kaufladen m, Geschäft η to shop v/i einkaufen, Einkäufe machen, Einkäufe tätigen shop audit Einzelhandelsbestandsprüfung/, Inventur /, Bestandsmanagement n, Bestandskontrolle / Die Planung und Organisation der Verfügbarkeit von Waren und Artikeln zu bestimmten Terminen und festgelegten Lagerorten mit dem Ziel, ihre Lieferbereitschaft zu möglichst niedrigen Kosten und ohne mehr als unbedingt notwendige Kapitalbindung zu erreichen,

shop-in-the-shop system System η (Einzelhandel)

Shop-in-the-Shop-

Ein vor allem bei großen Warenhäusern zunehmend realisiertes Angebotsprinzip des Sortiments, bei dem im Gegensatz zur traditionellen, herkunftsorientierten Abteilungsgliederung das gesamte Warenangebot nach Bedarfsgruppen bzw. in Fachgeschäftssortimente aufgegliedert und im Boutiquenstil präsentiert wird,

shopkeeper Ladenbesitzer m, Ladeninhaber ra, Einzelhändler ra, Krämer ra shop observation Ladenbeobachtung / (Marktforschung) In der demoskopischen Marktforschung die Beob-

achtung des Verkaufsgebarens, der Verkaufsgespräche und der Präsentation der Waren im Laden durch Interviewer.

shopper Einkäufer ra, Ladenbesucher ra, Kunde ra shopping Einkaufen n, Kaufen n, Einkäufemachen η (Konsumforschung/Marktforschung) Shopping behavior (brit shopping behaviour) Kaufverhalten η, Einkaufsverhalten η, Käuferverhalten η (Konsumforschung/Marktforschung) Shopping center Einkaufszentrum η, Shopping Center η (Einzelhandel) Eine als mehr oder minder geschlossenes Gebilde geplante oder zusammengewachsene Kombination einer Mehrzahl von Einzelhandels- und Dienstleistungsgeschäften, die als Einzeluntemehmen zwar völlig selbständig sind, in vielen nach außen gerichteten Aktivitäten wie z.B. Werbung und Öffentlichkeitsarbeit, Verwaltung, Vertretung der gemeinsamen Interessen, Organisation des Parkplatzangebots usw. durch die Leitung des Zentrums vertreten werden.

Shopping frequency Einkaufshäufigkeit /, Einkaufsfrequenz /, Kaufhäufigkeit f (Konsumforschung/Marktforschung) Eine Maßzahl, die angibt, wie oft bestimmte Haushalte bzw. Einzelpersonen einkaufen gehen.

Shopping good (meist pi shopping goods) Gut η des gehobenen Bedarfs, Gebrauchsgut n, dauerhaftes Haushaltsbedarfsgut n, Shopping Good η Ein Gut, das meist in längeren Zeitabständen eingekauft wird, zu dessen Erwerb die Konsumenten gesondert Einkaufen gehen, längere Einkaufswege zurücklegen und bei dem sie sich dabei die Kaufentscheidung meist einigermaßen gründlich überlegen.

Shopping habit Kaufgewohnheit /, Einkaufsgewohnheit f (Konsumforschung/Marktforschung) Shopping list Einkaufsliste/, Einkaufszettel m shopping list technique Einkaufslistenverfahren η, Einkaufslistentechnik / Einkaufslistenverfahren η (Marktforschung) Eine projektive Technik der Marktforschung und Werbepsychologie, bei der in einem Split-BallotVerfahren zwei Unterstichproben ein Einkaufszettel in zwei Versionen vorgelegt wird.

Shopping list test —> shopping list technique shopping mall Einkaufszentrum η, Einkaufszone/, Einkaufsstraße/, Fußgängerzone/, Gemeinschaftswarenhaus n, Kollektivwarenhaus n, Kaufmanns Warenhaus η (Einzelhandel) Die die räumliche und organisatorische Kooperation mehrerer nicht miteinander konkurrierender Einzelhandelsunternehmen in einem Warenhaus,

shop window Schaufenster η, Ladenfenster η shopping plaza Gemeinschaftswarenhaus η,

Shopping radius Kollektivwarenhaus η, Kaufmannswarenhaus η (Einzelhandel) Eine Betriebsform des Einzelhandels, die durch die räumliche und organisatorische Kooperation mehrerer selbständiger, nicht miteinander konkurrierender Einzelhandelsunternehmen (Fach- und Spezialgeschäfte; Handwerks- und Dienstleistungsbetriebe) in einem Warenhaus charakterisiert ist, dessen einzelne Fachabteilungen von den kooperierenden Unternehmen in eigener Regie und nach einheitlichem Konzept geführt werden. Shopping radius Einzugsgebiet n, Einzugsbereich m Das geographische Gebiet, aus dem ein Geschäft bzw. eine Agglomeration von Geschäften seine Kunden zieht, shop window (shopwindow) Schaufenster η Schaufenster sind neben der Verkaufsraum- und Fassadengestaltung, POP-Werbung, sowie der Ausrichtung von Modeschauen, Messen und Ausstellungen die hauptsächlichen Werbemittel der Schauwerbung des Einzelhandels und seltener auch des Großhandels.

shop window competition Schaufensterwettbewerb m Ein in der Regel von Herstellern und Großhändlern mitunter auch von anderen öffentlichen oder privaten Institutionen veranstalteter Wettbewerb, bei dem das bestdekorierte Schaufenster ausgezeichnet wird. showcase (show case) Schaukasten m, Vitrine/, Ausstellungs vitrine / (Einzelhandel) s h o w r o o m Ausstellungsraum m, Vorführungssaal m show window Am Schaufenster η

signal function (of pricing) Signalfunktion / (der Preispolitik) (Konditionenpolitik) Die Funktion des Preises, die darin besteht, daß ein in bestimmter Höhe bestehender Preis signalisiert, daß gegenüber einem vorher bestehenden Zustand eine erhöhte oder nur eine verrringerte Nachfrage befriedigt werden kann, silent salesman stummer Verkäufer m (Einzelhandel) Simulation Simulation/ —» simulation model Simulation model Simulationsmodell η (Betriebswirtschaft/Marketing ) Die modellhafte Nachbildung eines Prozesses, Ereignisses oder anderen Phänomens bzw. seiner in einem gegebenen (Untersuchungs-)Zusammenhang relevanten Merkmale und das zielgerichtete Experimentieren anhand der möglichst realitätsgetreuen Abbildung des Prozeßablaufs in allen wesentlichen Einzelheiten, die in ihrem vollständigen Umfang in der Realität nicht beobachtbar sind, single-product company Ein-Produkt-Unternehmen η (Wirtschaftslehre/Wettbewerbstheorie) Ein Wirtschaftsuntemehmen, das nur ein einziges

352 Gut oder eine einzige Dienstleistung auf dem Markt anbietet. single-product enterprise —» single-product company single-product test Einzeltest m, Ein-ProduktTest m (Marktforschung) Ein Produkttest, bei dem den Testpersonen im Gegensatz zu einem Mehrfachtest das zu testende Produkt allein und ohne Vergleichsprodukte vorgelegt wird. single-store loyalty Treue / zu einem Einzelhandelsgeschäft, Ladentreue/, Geschäftstreue/ (Marktpsychologie) Eine Form der Kundentreue, die im regelmäßigen Einkauf in ein und demselben Ladengeschäft besteht. Untersuchungen haben ergeben, daß zwischen Markentreue bzw. Produkttreue und Ladentreue eine positive Korrelation besteht, site Standort m, Lage / (Wirtschaftslehre/Betriebswirtschaft/Standortforschung) Der geographische Ort, an dem ein Wirtschaftsunternehmen Produktionsfaktoren einsetzt, um wirtschaftliche Leistungen zu erbringen, site analysis Standortanalyse / (WirtschaJ'tslehre/Betriebswirtschaft/Marketingplanung) —> site evaluation site characteristic Standortmerkmal η (Wirtschaftslehre/Betriebswirtschaft/Marketingplanung) site choice Standortwahl f (Wirtschaftslehre/Betriebswirtschaft/Marketingplanung) —> site decision site decision Standortentscheidung / (Wirtschaftslehre/Betriebswirtschafl/Marketingplanung) Die Entscheidung über den optimalen Standort eines Wirtschaftsunternehmens, site evaluation Standortbewertung / (Wirtschaftslehre/Betriebswirtschaft/Marketingplanung) site factor Standortfaktor m (Wirtschaftslehre/Betriebswirtschaft/Marketingplanung) site planning Standortplanung / (Wirtschaftslehre/Betriebswirtschaft/Marketingplanung) site policy Standortpolitik / (Wirtschaftslehre/Betriebswirtschaft/Marketingplanung) site research Standortforschung / (Wirtschaftslehre/Betriebswirtschaft/Marketingplanung) skimming price Abschöpfungspreis m, Absahnpreis m, Skimming-Preis m (Konditionenpolitik) Ein gezielt hoch angesetzter Einfuhrungspreis für ein neues Produkt, skimming strategy Abschöpfungsstrategie / , Absahnpolitik / , Skimming-Politik / (Marketingplanung/Konditionenpolitik) Eine Politik sehr hoch angesetzter Preise für die Einführung neuer Produkte in der Erwartung, daß die

353 dem neuen Produkt gegenüber positiv eingestellte Zielgruppe so aufnahmebereit und im übrigen auch kaufkräftig genug ist, daß der Preis für sie gar keine oder nur eine untergeordnete Rolle spielt,

slack filling Mogelpackung/ Die Verwendung einer Verpackung, die den Eindruck erweckt, daß sie einen größeren Füllinhalt hat, als das tatsächlich der Fall ist.

sleeper Am unerwarteter Erfolg m, Sensationserfolg m (Marketing) Ein Produkt, das einen unerwartet großen Verkaufserfolg hat, vor allem nachdem es zunächst nur recht schleppend eingeführt wurde,

slotted container Faltschachtel / (Verpackung) Ein aus Pappe bestehendes Verpackungsmittel, das so konstruiert ist, daß es vor und nach Verwendung raumsparend zusammengelegt, gelagert und verschickt werden kann,

small store kleiner Einzelhandelsladen m, kleines Einzelhandelsgeschäft η small-volume markup Mindermengenzuschlag m (Konditionenpolitik) Eine Art „negativer Rabatt", der anstelle eines Rabatts bei Abnahme einer bestimmten Menge als Preisaufschlag bei Unterschreitung einer festgesetzten Mindest-Abnahmemenge berechnet wird,

snob effect Snob-Effekt m (Wirtschaftslehre) Ein externer Konsumeffekt (Nachfrageeffekt), der in der negativen Beeinflussung der Nachfrage einer Person oder Personengruppe durch die Nachfrage einer anderen Person oder Personengruppe besteht,

snowball procedure —> snowball system snowball system Schneeballsystem η, Hydrasystem η, progressive Kundenwerbung / (Verkaufsförderung) Ein Verfahren der Kundenwerbung, das im Prinzip darin besteht, daß einem Käufer festgesetzte Preisnachlässe in Aussicht gestellt werden, wenn es ihm gelingt, eine bestimmte Anzahl von weiteren Käufern zu werben,

social class soziale Schicht/, Sozialschicht/ socially conspicuous product sozial auffälliges Produkt η (Marktpsychologie/Konsumforschung) Ein Produkt, das im sozialen Umfeld von Konsumenten wahrscheinlich hohe Beachtung findet und wegen des Zusatznutzens, das es stiftet, als Prestigeprodukt des demonstrativen Konsums verwendet wird.

social marketing Sozio-Marketing n, Sozialmarketing n, Social Marketing η Das Marketing für soziale Ideen und Ziele, d.h. es handelt sich um die Anwendung der Bedarfsdeckungs- und Beeinflussungstechnologien des Marketingkonzepts auf nichtkommerzielle oder nicht primär kommerziell operierende Institutionen wie z.B. öffentliche Versorgungsbetriebe wie Atomkraftwerke, Bahnbetriebe, Elektrizitätswerke, Wohlfahrtsverbände, Gewerkschaften, politische Parteien, Museen, Theater, Kirchen usw.

S-O-R model social-self rating soziale Selbsteinstufung / (empirische Sozialforschung) Marktforschung) social Stratum —» social class societal concept of marketing —> social marketing socio-communicative class soziokommunikative Schicht / (empirische Sozialforschung/ Marktforschung/Mediaforschung) Ein Verfahren der Einstufung von Befragten in soziale Schichten, das als Verrechnungsmodell einerseits die Summe der Werbeträgerkontakte und andererseits die Schulbildung und den Beruf des Haushaltsvorstands sowie das Haushalts-Nettoeinkommen zu einer siebenstufigen Schichten-Struktur zusammenfugt,

sociodemographic characteristic soziodemographisches Merkmal η (empirische Sozialforschung/Marktforschung) —> sociodemographics sociodemographics pl (als sg konstruiert) soziodemographische Merkmale n/pl (empirische Sozialforschung/Marktforschung/Marktforschung) Demographische, soziodemographische und sozioökonomische Charakteristika nennt man einigermaßen grobschlächtige Unterscheidungskriterien wie Geschlecht, Alter, Beruf, Einkommen, Bildung, Haushaltsgröße, Schichtzugehörigkeit, Wohnort oder Wohnortsgröße,

socioeconomic characteristic sozioökonomisches Merkmal η (empirische Sozialforschung/ Marktforschung) —> sociodemographics socioeconomic status sozioökonomischer Status m (empirische Sozialforschung/Marktforschung) -» sociodemographics sociology of consumption Konsumsoziologie/ Ein Teilgebiet der Wirtschaftssoziologie, das sich mit den sozialen Bedingungsfaktoren des Konsumentenverhaltens allgemein und vor allem dem Konsumverhalten bestimmter sozialer Gruppen und Schichten befaßt, um so die soziokulturellen Determinanten des tatsächlichen Konsumentenverhaltens zu erforschen,

soft goods pl kurzlebige Gebrauchsgüter n/pl, T e x t i l i e n S t o f f e m/pl (Wirtschaftslehre) Güter des privaten Konsums, die zum mehrmaligen, aber kürzerfristigen Gebrauch bestimmt sind (wie z.B. Kleidung),

soft selling zunickhaltendes, unaufdringliches, dezentes Verkaufen n, diskrete Verkaufspolitik / vgl. hard selling S-O-R model S-O-R-Modell η, Stimulus-Organismus-Reaktions-Modell η (empirische Sozialforschung/Marktforschung/Werbeforschung) Im Gegensatz zu den S-R-Modellen des Behavioris-

s p a c e allocation

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mus, in denen die Vorgänge innerhalb von Organismen als Black-Box betrachtet werden und folglich davon ausgegangen wird, daß Begriffe wie Bewußtsein, Antrieb, Erwartung, Intelligenz usw. nicht der Beobachtung zugänglich sind, fügen die S-O-RModelle des Neobehaviorismus in die traditionellen Black-Box-Modelle als intervenierende Variablen hypothetische Konstrukte wie Denken, Wahrnehmung, Emotion, Einstellung, Motivation usw. zur Erklärung der Vorgänge innerhalb der Organismen ein. space allocation Regalfläche / , z u g e w i e s e n e R e g a l f l ä c h e / , Regalplatz m (Einzelhandel/Einzelhandel) Der Regalplatz, der einer Marke, einem Produkt in einem Einzelhandelsgeschäft zugewiesen worden ist. space m a r k e t i n g R a u m m a r k e t i n g η Eine Erweiterung des Begriffs des Kommunalmarketing auf geographische Räume wie Städte, Großräume, Regionen usw. special discount Sonderrabatt m (Konditionenpolitik) special display Sonderauslage / , Sonderangebotsauslage/ (Einzelhandel) special e v e n t S o n d e r v e r a n s t a l t u n g / special-line m a r k e t —» specialty market special-line retail —> special-line retailing special-line retailer Facheinzelhändler m —» specialty seller special-line retailing Facheinzelhandel m —» specialty selling special-line trade Fachhandel m (Einzelhandel/Großhandel) Oberbegriff fur die Fachgeschäfte des Einzelhandels, des Großhandels und des Versandhandels, deren gemeinsames Merkmal ein nach Branchen, Warengattungen und Bedarfskategorien ausgerichtetes Sortiment ist. special-line w h o l e s a l e —* special-line wholesaling special-line wholesaler Fachgroßhändler m special-line wholesaling Fachgroßhandel m Eine Betriebsform des Großhandels, in der analog zum Fachgeschäft des Einzelhandels Waren einer bestimmten Branche, Gattung oder Bedarfskategorie in einem durch mittlere Tiefe und Breite gekennzeichneten Sortiment angeboten werden, special occasion w i n d o w Anlaßfenster η (Einzelhandel) Ein Schaufenster, das zu bestimmten Anlässen und Festen wie weltlichen und religiösen Gedenk- und Besinnungstagen gestaltet wird, special price Sonderpreis m (Konditionenpolitik) special rate Sonderpreis (Konditionenpolitik)

m,

Sondertarif

m

special sale Sonderveranstaltung / , Sonderverkaufsveranstaltung f (Einzelhandel) Außer den alle 25 Jahre zulässigen Jubiläumsverkäufen und den Restverkäufen sind Sonderveranstaltungen, zu denen Ausverkäufe und Saisonschlußverkäufe nicht gerechnet werden, grundsätzlich unzulässig, weil sie das Merkmal der Irreführung aufweisen. specialty discount Fachhandelsrabatt m (Konditionenpolitik) Eine Sonderform des Rabatts, die Hersteller speziell Fachgeschäften einräumen, um zu gewährleisten, daß ihre Erzeugnisse zusätzlich mit den für den Fachhandel typischen Dienstleistungen wie Kundenberatung und -betreuung, Kundendienst und Reparaturen vertrieben werden, specialty g o o d (meist pi specialty goods) G u t η des Spezialbedarfs, Specialty G o o d η (Wirtschaftslehre/Marketing ) Kennzeichen der „specialty goods" ist es, daß sie relativ selten und in großen Zeitabständen gekauft werden, einen beachtlichen Kaufaufwand durch die Konsumenten rechtfertigen und zusätzlich ganz spezielle Bedürfnisse der Käufer befriedigen (Film- und Photoausrüstungen, Skiausrüstungen, modische Kleidung, Stereoanlagen usw.). specialty m a r k e t Fachmarkt m (Einzelhandel) Eine Sonderentwicklung bei den Betriebsformen des Einzelhandels, die ähnliche Merkmale wie die Fachgeschäfte hat, deren Sortiment sowohl durch einige Breite wie große Tiefe charakterisiert ist, aber anders als die traditionellen Fachgeschäfte weder warengattungs- noch branchenorientiert, sondern bedarfs- und zielgruppenorientiert ist. specialty selling Spezialhandel m (Einzelhandel/Großhandel) Oberbegriff für die Fachgeschäfte des Einzelhandels, des Großhandels und des Versandhandels, deren gemeinsames Merkmal ein nach Branchen, Warengattungen und Bedarfskategorien ausgerichtetes Sortiment ist. specialty seller Spezialhändler m, Spezialhandlung/fEinzelhandel/Großhandel) specialty s h o p —» specialty store specialty store 1. F a c h g e s c h ä f t η (Einzelhandel) Eine Betriebsform vorwiegend des kleineren und mittleren Einzelhandels, in der nur Waren einer bestimmten Gattung, einer bestimmten Branche oder einer bestimmten Bedarfskategorie in einem durch Tiefe und bestenfalls mittlere Breite gekennzeichneten Sortiment angeboten werden und in der ein Verkaufspersonal oder zumindest ein Verkaufsleiter vorhanden ist, der genügend Fachkenntnisse besitzt, um die Kunden sachgemäß zu beraten. 2. Spezialgeschäft η (empirische Sozialforschung) Eine Betriebsform des Einzelhandels, die stärker noch als das Fachgeschäft durch ein außerordentlich tief gegliedertes Sortiment gekennzeichnet ist.

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specialty trade —* special-line trade specialty w a r e h o u s e —> specialty m a r k e t specialty wholesaler Fachgroßhändler m, Spezialgroßhändler m, S p e z i a l g r o ß h a n d l u n g / —> specialty wholesaling specialty wholesale trade —> specialty wholesaling specialty wholesaling F a c h g r o ß h a n d e l m, Spezialgroßhandel m Eine Betriebsform des Großhandels, in der analog zum Spezialgeschäft des Einzelhandels Waren in einem sehr schmalen, dafür aber außerordentlich tiefen Sortiment angeboten werden, s p e c i m e n M u s t e r n, P r o b e / speculation —» o n spec speculative presentation unverbindliche Präsentation / , unverbindliche V o r f ü h r u n g / (Verkaufsförderung ) s p e n d i n g pattern Ausgabenstruktur f K a u f muster n, Kaufstruktur / (Konsumforschung/ Marktforschung ) s p e n d i n g p o w e r —> purchasing p o w e r spending/sales ratio Ausgaben/Umsatz-Verhältnis η (Betriebswirtschaft/Marketingkontrolle) Eine im Rahmen der Jahresplankontrolle eines Unternehmens vorzunehmende Überprüfung des Verhältnisses der Marketingausgaben und ihrer Komponenten (Ausgaben fur den Verkaufsstab, für Verkaufsförderung, für Verkaufsadministration, für Werbung, für Marktforschung) während der Planperiode zu den im selben Zeitraum erzielten Umsätzen. s p e n d i n g split A u s g a b e n a u f t e i l u n g / Die Teilung der Marketingausgaben für die Schlüsselbereiche Werbung und Verkaufsförderung, spiff —> push m o n e y spontaneous-action t e c h n i q u e Spontanhandlungsverfahren n, S p o n t a n w a h l v e r f a h r e n η (Marktforschung ) Oberbegriff aller diejenigen Verfahren von Produktund Packungstests, bei denen wie vor allem beim Greifbühnentest unreflektiert verlaufende, von Anmutungen und Aufforderungscharakteren determinierte Wahlhandlungen im Laboratoriumsexperiment untersucht werden, split m a r k e t Marktspaltung / , Marktteilung / (Marketingplanung) Die Aufspaltung des Marktes für ein Gut innerhalb einer Volkswirtschaft in mehrere Teilmärkte, auf denen das Gut im Gegensatz zu dem im Normalfall bestehenden Einheitsmarkt zu unterschiedlichen Preisen gehandelt wird, split of the m a r k e t —» split m a r k e t spot business L o k o g e s c h ä f t η, L i e f e r g e s c h ä f t η (Wirtschaftslehre) Eine Form des Effektivgeschäfts an Warenbörsen bei dem die den Geschäftsgegenstand bildenden

stage Waren entweder sofort oder wenige Tage nach dem Abschluß zur Verfügung stehen müssen, spot deal —» spot business spot delivery business E f f e k t i v g e s c h ä f t η (Wirtschaftslehre) An Warenbörsen ein Geschäft mit Waren, die dem Käufer tatsächlich, und zwar entweder sofort oder wenige Tage danach, Loko- oder Lieferungsgeschäft, zur Verfügung stehen bzw. gestellt werden, s p o t display Einzelauslage f einzeln herausgestellte Warenauslage f (Einzelhandel) vgl. assortment display spot m a r k e t P u n k t m a r k t m (Wirtschaftslehre/Wettbewerbstheorie ) Eine Marktform, die als ein Sonderfall des vollkommenen Markts dadurch charakterisiert ist, daß alle Anbieter und Nachfrager geographisch an einem von allen Marktteilnehmern vollkommen übersehbaren Markt zusammentreffen, so daß die zwischen ihnen liegenden Entfernungen keinerlei Einfluß auf die Preisbildung haben. SPRINTER model SPRINTER-Modell η (Marketingplanung) Ein gegenüber dem DEMON-Modell wesentlich komplexeres Marketingmodell, das auf der Verhaltensannahme der Diffusion von Innovationen basiert und dafür verwendet werden kann, die beste Marketingstrategie bei der Einführung neuer Produkte zu finden. Insgesamt ist das Modell in ein Nachfrage-, ein Kosten-, ein Gewinn- und ein Unsicherheitsmodell untergliedert. S - R m o d e l S - R - M o d e l l n, S t i m n u l u s - R e a k tions-Modell n, B l a c k - B o x - M o d e l l η (Psychologie/empirische Sozialforschung/Marktpsychologie) Sammelbezeichnung für die Verhaltenstheorien des reinen Behaviorismus in der Psychologie, die das gesamte Verhalten eines Organismus ausschließlich als Reaktion auf einen vorangegangen Stimulus erklären. staff Stab m (Marketingorganisation) Alle vornehmlich inneren Organisationszwecken dienenden Funktionsarten in einem Wirtschaftsuntemehmen, die mit der Aufgabe der Informationssammlung und der Leistung von Vorarbeiten für die Entscheidungen der mit der Entscheidungsfindung beauftragten Funktionsträger betraut sind. vgl. line staff-line o r g a n i z a t i o n (brit staff-line organisation) Stab-Linien-Organisation / , Stab-Linien-System η (Marketingorganisation) Eine Form der Marketingorganisation, deren Prinzip in der Einrichtung von Stabsstellen mit der Aufgabe der Informationssammlung und der Leistung von Vorarbeiten für die Entscheidungen der mit der Entscheidungsfindung beauftragten Marketingorganisationen besteht, staff-line s y s t e m —» staff-line organization stage Stadium n, P h a s e f E n t w i c k l u n g s s t u f e /

to stage

to stage v/i veranstalten, inszenieren, in Szene setzen s t a n d a r d 1. Standard m, N o r m / , Muster n, Vorbild η, M a ß s t a b m, Stand m, Niveau n, Grad m 2 . Standard-, Einheits-, Serien-, Grund-, adj normal s t a n d a r d cost m e t h o d Standardkostenmethode / . Verkaufseinheits-Methode / (der Budgetierung) (Marketingplanung) Ein Budgetierungsansatz, bei dem das pro Produkteinheit notwendige Marketingvolumen festgelegt und das Gesamtbudget dann als Funktion des projektierten Absatzes und der Marketingkosten pro Verkaufseinheit dargestellt wird, standardization Standardisierung/ Standard of living Lebensstandard m Die Gesamtheit der subjektiv und sozial determinierten Vorstellungen der Mitglieder einer Gesellschaft über die für ihren Lebensunterhalt angemessenen materiellen und immateriellen Güter und Dienstleistungen durch die sich ihre Vorstellungen darüber ausdrücken, was ihre Bedürfnisse ausmachen soll. S t a n d a r d size S t a n d a r d f o r m a t n, Standardgröße / , Normalformat η s t a n d i n g o r d e r (S.O.) Fortsetzungsauftrag m, Dauerauftrag m s t a n d i n g rate Grundpreis m, Einheitspreis m, Einheitstarif m staple Haupterzeugnis n, Hauptprodukt n, Hauptartikel m, M a s s e n w a r e / , Schüttware / (Wirtschaftslehre) Ein Industriegut, das in großen Mengen hergestellt und verbraucht werden, ein hohes Gewicht, aber einen im Verhältnis zum Gewicht relativ geringen Wert haben (Kies, Kohle, Steine, Stahl), so daß bei seiner Verwendung stets Transport- und Standortprobleme eine entscheidende Rolle spielen, star Star m, Starprodukt η (Marketingplanung) Ein Produkt bzw. ein Strategischer Geschäftsbereich, das bzw. der ein hohes Marktwachstum bei gleichzeitig hohem Marktanteil erzielt, star p r o d u c t Star-Produkt n, Star m (Marketingplanung) —» star stationary trade seßhafter Handel m, stationärer H a n d e l m, Ladenhandel m (Einzelhandel) Eine Betriebsform des Einzelhandels, bei der im Gegensatz zum ambulanten Handel und zum Versandhandel der Verkauf an die Kunden von einem festen Ladengeschäft aus erfolgt, statistic M a ß z a h l / ( M a t h e m a t i k / S t a t i s t i k ) Jedwede reellwertige Funktion einer Datenmenge, durch die eine Vielzahl von statistischen Einzeldaten zusammenfassend abgebildet werden kann, steady b u y e r —> steady customer

356

steady c u s t o m e r S t a m m k u n d e m, regelmäßiger Kunde m (Einzelhandel) Ein Käufer, der im Gegensatz zu den Laufkunden seinen Bedarf an bestimmten Waren stets im selben Geschäft deckt. vgl. chance c u s t o m e r steady c u s t o m e r s pi S t a m m k u n d s c h a f t / , S t a m m k u n d e n m/pl (Einzelhandel) —> steady c u s t o m e r Stern m o d e l - » Stern theorem S t e r n t h e o r e m S t e r n - T h e o r e m n, Stern-Modell η (Marketingplanung) Das von Μ. E. Stern entwickelte Simulationsmodell des Einsatzes der marketingpolitischen Instrumente geht davon aus, daß das aus mehreren Subsystemen zusammengesetzte System des Marketing mit dem Ziel der Gewinnmaximierung durch Verknüpfung von Kommunikations-, Produktions- und Distributionsbereich zu einem Gesamtsystem verknüpft werden müssen. stimulational m a r k e t i n g Anreiz-Marketing η Eine Aufgabe des Marketingmanagement, die der Konstellation einer vollkommen fehlenden Nachfrage entspricht, stimulus-contribution theory Anreiz-Beitrags-Theorie f (Marktpsychologie) Die Theorie, daß Konsumenten in ihrem Konsumverhalten subjektiv eine formale Rationalität in Gestalt einer günstigen Anreiz-Beitrags-Relation anstreben selbst wenn diese fehlerhaft ist und eine objektiv-formale Rationalität nicht darstellt, stock Lager η (Marketinglogistik) stock check B e s t a n d s m a n a g e m e n t n, Bestandsp r ü f u n g / , Bestandskontrolle f (Marketinglogistik) Die Planung und Organisation der Verfügbarkeit von Waren und Artikeln zu bestimmten Terminen und festgelegten Lagerorten mit dem Ziel, ihre Lieferbereitschaft zu möglichst niedrigen Kosten und ohne mehr als unbedingt notwendige Kapitalbindung zu erreichen, stock-keeping Lagerhaltung / (Marketinglogistik) Lagerhaltung umfaßt sowohl die grundsätzlich-strategischen Entscheidungen darüber, ob ein Unternehmen überhaupt ein Lager unterhalten oder Streckenhandel betreiben soll, wie die ökonomisch-dispositiven Entscheidungen über den optimalen Lagerumfang und dessen Finanzierung wie die technisch-organisatorischen Entscheidungen über die Durchführung und Abwicklung der Lagerhaltung und der dafür erforderlichen Bauten (die Lagertechnik), stockless dealer Streckenhändler m, Streckengeschäft n, Streckenhandelsbetrieb m, Distanzhändler m, S t r e c k e n h a n d l u n g / —> stockless retailing stockless fair M u s t e r u n g / Eine Marktveranstaltung, bei der im Gegensatz zur Messe, die ein prinzipiell anonymes, breites Fachpublikum hat einem begrenzten Kreis von Nachfra-

357 gem (meist Wiederverkäufer) ein Angebot zu einem festgesetzten Termin unterbreitet wird, so daß diese Nachfrager einen Überblick über das vorhandene Angebot erhalten,

stockless retailing Distanzhandel m, Streckengeschäft n, Streckenhandel m, Streckengroßhandel m Eine Form des Handels, bei der die Händler ausschließlich dispositive, jedoch keinerlei physische Funktionen wie Lagerhaltung oder Warentransport erfüllt.

stock of samples Musterlager η Ein Lager, das im Gegensatz zu einem Verkaufslager (Konsignation) ausschließlich Musterstücke enthält, die selbst nicht zum Verkauf, sondern lediglich zur Ansicht ausgestellt werden,

storage Lagerhaltung /, Lagerpolitik / (Marketinglogistik) Lagerpolitik umfaßt sowohl die grundsätzlich-strategischen Entscheidungen darüber, ob ein Unternehmen überhaupt ein Lager unterhalten oder Streckenhandel betreiben soll, wie die ökonomisch-dispositiven Entscheidungen über den optimalen Lagerumfang und dessen Finanzierung wie die technisch-organisatorischen Entscheidungen über die Durchführung und Abwicklung der Lagerhaltung und der dafür erforderlichen Bauten (die Lagertechnik),

store 1. Lager n, Bestand m, Vorrat m (Marketinglogistik) 2. Am Laden m, Geschäft n, Einzelhandelsgeschäft η storecast Lautsprecheransage/mit Musik, Verkaufsinformationen und Werbung in einem Einkaufszentrum, Supermarkt, Kaufhaus (Einzelhandel) to storecast v/t über Lautsprecher in einem Kaufhaus oder Einkaufszentrum Zwischenansagen mit Musik, Verkaufsinformationen und Werbung machen (Einzelhandel) storecasting Ladenfunk m, Lautsprecherwerbung / in einem Kaufhaus, Einkaufszentrum oder Supermarkt (Einzelhandel) store chain Ladenkette f (Einzelhandel) Eine Betriebsform des Einzelhandels, deren räumliche Organisation des Warenabsatzes durch das Zentralisationsprinzip charakterisiert ist.

store traffic analysis store image Geschäftsimage η, Ladenimage η (Einzelhandel/Marktpsychologie ) Das Image eines Ladengeschäfts des Einzelhandels, das sich als Interaktion von funktionalen und subjektiven Bewertungen durch die Konsumenten im Zusammenhang mit diesen Faktoren ergibt,

store layout Ladenlayout n, Ladenlayoutpolitik /, Geschäftslayout η (Einzelhandel) Die Gesamtheit der absatzorientierten Maßnahmen der Ladengestaltung und der Produktpräsentation von Einzelhandelsunternehmen,

store loyalty Geschäftstreue/, Ladentreue/, Ladenloyalität /, Geschäftsloyalität /, Verbrauchertreue/zum Einkaufsladen (Marktpsychologie) Eine Form der Kundentreue, die im regelmäßigen Einkauf in ein und demselben Ladengeschäft besteht. Untersuchungen haben ergeben, daß zwischen Markentreue bzw. Produkttreue und Ladentreue eine positive Korrelation besteht,

store observation Ladenbeobachtung / (Marktforschung) In der demoskopischen Marktforschung die Beobachtung des Verkaufsgebarens, der Verkaufsgespräche und der Präsentation der Waren im Laden durch Interviewer.

store of samples Musterlager η (Marketinglogistik) Ein Lager, das im Gegensatz zu einem Verkaufslager (Konsignation) ausschließlich Musterstücke enthält, die selbst nicht zum Verkauf, sondern lediglich zur Ansicht ausgestellt werden,

store redeemable coupon Einzelhandelsgutschein m Ein Gutschein, der in einem Einzelhandelsgeschäft eingelöst werden kann,

store retailing Lagerhandel m, Lagergeschäft η Der Handel mit Waren, die der Händler selbst vorrätig hält und die der Käufer folglich in dessen Ladengeschäft selbst in Augenschein nehmen und kaufen kann.

store test Ladentest m, Store-Test m, StoreTest-Experiment η (Marktforschung) Im Gegensatz zu einem Testmarktexperiment ist ein Storetest eine Form des Produkttests vor der Einführung neuer Produkte in Form einer Ladenbeobachtung in einer Weise, bei der ein neues Produkt noch vor seiner serienmäßigen Herstellung in einer kleinen Zahl ausgewählter Einzelhandelsgeschäfte in einer realen Verkaufssituation auf seine Erfolgschancen am Markt hin überprüft wird,

store closing time Ladenschlußzeiten f/pl (Einzelhandel) store construction Ladenbau m store construction policy Ladenbaupolitik/

store trade seßhafter Handel m, stationärer Handel m, Ladenhandel m (Einzelhandel)

Die Gesamtheit der auf die Gestaltung der Verkaufsräume, d.h. aller Haupt- und Nebenflächen einschließlich des Umlandes gerichteten Maßnahmen in Einzelhandelsbetrieben,

Eine Betriebsform des Einzelhandels, bei der im Gegensatz zum ambulanten Handel und zum Versandhandel der Verkauf an die Kunden von einem festen Ladengeschäft aus erfolgt,

store display —» display store engineering Geschäftsdesign η, Geschäftsgestaltung η, Einrichtungsdesign η für Einzelhandelsgeschäfte

store traffic Kundenfluß m Marktforschung)

(Einzelhandel/

store traffic analysis Kundenstromanalyse /, Kundenlaufstudie /, Kundenfrequenzanalyse /,

store traffic investigation Kundenlaufanalyse / (Einzelhandel/Marktforschung) Eine vor allem in größeren Einzelhandelsgeschäften mit Selbstbedienung wie z.B. großen Warenhäusern, Supermärkten, Einkaufszentren usw. durchgeführte systematische Beobachtung des Weges, den die Kunden durch das Geschäft nehmen, store traffic investigation —> store traffic analysis s t o r e t r a f f i c s t u d y —> store traffic analysis s t r a i g h t r e b u y einfacher Wiederholungskauf m (Beschaffungsmarketing ) Im betrieblichen Beschaffungsmarketing eine Beschaffungskonfiguration, in der das Einkaufsgremium (buying center) routinemäßig Wiederbeschaffungskäufe vornimmt, s t r a t e g i c a l l i a n c e strategische Allianz / Eine dauerhafte, intensive und umfassende kooperative Verbindung zweier oder mehrerer Unternehmen. strategic m a r k e t i n g strategisches Marketing n, strategische Marktingplanung/ Die langfristige Dimension des Marketing als Führungskonzeption, deren Herzstück die Kundenorientierung bildet. Die Aufgabe der strategischen Marketingplanung besteht im Kern darin, langfristige Zielkonzeptionen, strategische Stoßrichtungen etc. zu bestimmen und auf dieser Basis konkrete Strategien und Maßnahmenprogramme festzulegen, die dann im Zuge der operativen Marketingplanung weiter zu präzisieren und schließlich zu realisieren sind. Strategie sales p l a n n i n g strategische Absatzplanung/ Der Prozeß der Entwicklung von Absatzmarktstrategien. Dazu gehören vor allem als integraler Bestandteil der strategischen Untemehmensplanung die Suche und bewußte Entscheidung zugunsten der Problemlösungsbereiche, in denen ein Unternehmen tätig sein will, sowie die bewußte Entscheidung über die Kundengruppen, die das Unternehmen mit seinen Problemlösungsangeboten ansprechen will und von denen es annimmt, daß sie den Bestand des Unternehmens sichern. Strategie window strategisches Fenster η Ein begrenzter Moment, in den die besonderen Kompetenzen eines Unternehmens genau die Entwicklung und spezifischen Anforderungen des Markts treffen. In einer solchen Phase, in der das „strategische Fenster" offensteht, muß das Unternehmen alle Marketinganstrengungen aufbieten, um die Gunst der Stunde für einen langfristigen Durchbruch in neue Marktdimensionen zu nutzen, strategy Strategie/ 1. Eine geplante Folge von Aktivitäten, mit denen gesetzte langfristige Ziele unter Beachtung des Handlungsspielraumes erreicht werden sollen. 2. In der Spieltheorie die Handlungsalternativen der Spieler unter Berücksichtigung der Wechselwirkungen der Entscheidungen der Betroffenen beschrieben werden.

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s t r u c t u r a l s y s t e m strukturelles System η (Marketingorganisation ) Ein Marketingsystem, das neben sozialen Bindungen stets ein bestimmtes Maß an Integration aufweist. s t y l e Stil m, Manier/, A r t / u n d W e i s e / , Machart / , A u s f ü h r u n g / s t y l i n g 1. stilistische G e s t a l t u n g / Formgebung / , Styling η 2. A n p r e i s u n g / Der Versuch, jemandem Waren schmackhaft zu machen. stylist Stilist m, Formgeber m, Formgestalter m s u b c o n t r a c t i n g (of t a s k s ) Aufgabenauslagerung/ (Marketingorganisation) Die Übertragung betrieblicher Aufgaben oder Teilaufgaben auf betriebsfremde Organisationen oder Institutionen. vgl. task integration, task cooperation s u b j e c t - c e n t e r e d m a r k e t r e s e a r c h demoskopische Marktforschung/ Die im Gegensatz zur ökoskopischen Marktforschung subjektbezogene empirische Marktforschung, zu deren Untersuchungsgegenständen Personen und Personengruppen und ihre objektiven Merkmale wie ihre demographische Struktur sowie ihre Meinungen, Verhaltensweisen, Einstellungen, Motivationen, Interessen, Wünsche, Bedürfnisse usw. zählen. s u b s t i t u t i o n effect Substitutionseffekt m (Wirtschaftslehre/Marketingplanung ) Einer Absatzeffekt, der eintritt, wenn es aufgrund der Produktdifferenzierung zu Absatzverschiebungen bei den Käufern eines Unternehmens kommt, die eine bisher gekaufte Variante eines Produktes nicht mehr oder nicht mehr im selben Umfang wie bisher kaufen. vgl. participation effect, increase of demand s u b s t i t u t i o n a l g o o d s pi Substitutionsgüter n/pl (Wirtschaftslehre) Eine Nachfiragebeziehung zwischen zwei oder mehr Gütern ist durch Substitutionalität gekennzeichnet, wenn die Mindemachfrage nach dem einen Gut durch eine entsprechende Mehrnachfrage nach dem anderen Gut ersetzt (substituiert) wird. s u g g e s t e d r e t a i l p r i c e Preisempfehlung/, vertikale Preisempfehtung / (Konditionenpolitik/ Preispolitik) Eine unverbindliche Preisempfehfungen für den Wiederverkaufspreis, sei es in Form von unverbindlichen Preislisten oder in Form von auf der Ware selbst bzw. ihrer Verpackung angebrachten Richtpreisen. s u g g e s t i o n 1. Vorschlag m 2. T h e s e / , Vorstellung/, H y p o t h e s e / 3. Suggestion / , Beeinflussung / (Psychologie/Marktpsychologie)

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supply function

superette Superette /, kleiner Supermarkt m (Einzelhandel) Eine Betriebsform des Einzelhandels, die auf einer Verkaufsfläche von zwischen 400 und 800 m 2 Nahrungs- und GenuBmittel einschließlich Frischwaren wie Obst, Gemüse, Fleischwaren usw. und ergänzend problemlose Waren, Produktarten, anderer Branchen in Selbstbedienung anbietet,

superior goods pl superiore Güter n/pl (Wirtschaftslehre) Waren und Leistungen, nach denen die Nachfrage bei steigendem Preis sinkt und bei sinkendem Preis steigt.

supermarket Supermarkt m, Einkaufszentrum η (Einzelhandel) Eine Betriebsform des Einzelhandels, die vorwiegend durch ihre Betriebsgröße und Bedienungsform gekennzeichnet ist: ein Einzelhandelsbetrieb, der auf einer Verkaufsfläche von 400 bis 1000 m 2 Nahrungs- und GenuBmittel einschließlich Frischwaren wie Obst, Gemüse, Fleischwaren usw. und ergänzend problemlose Waren, Produktarten, anderer Branchen in Selbstbedienung anbietet,

supermarket gondola Auslageregal η, beiderseitig offenes Warenauslageregal η im Supermarkt (Einzelhandel) super-super market (Einzelhandel)

Super-Supermarkt

m

Eine Betriebsform des Einzelhandels, die auf einer Verkaufsfläche von 2500 m 2 und darüber Nahrungsund GenuBmittel einschließlich Frischwaren wie Obst, Gemüse, Fleischwaren usw. und ergänzend problemlose Waren, Produktarten, anderer Branchen in Selbstbedienung anbietet,

supplier Zulieferfirma/, Zulieferer m, Lieferant m, Anbieter m supplier behavior Anbieterverhalten η, Marktverhalten η der Anieter (Marktpsychologie) Das konkrete Verhalten eines Anbieters, das keineswegs durch die bestehende Marktform determiniert wird. So kann sich z.B. ein Monopolist auch nichtmonopolistisch verhalten,

supplier commitment Lieferantenbindung / (Marketingplanung) Eine Vereinbarung zwischen einem Hersteller und einem Abnehmer bei der im Gegensatz zur Abnehmerbindung der Nachfrager initiativ wird und den Lieferanten dazu verpflichtet, nur an ihn oder nur an bestimmte Abnehmer zu liefern bzw. bestimmte Auflagen z.B. hinsichtlich der Markierung oder der Qualität der gelieferten Güter zu erfüllen,

supplier consultancy Anbieterberatung / (Marketingplanung ) Die Gesamtheit der beratenden Tätigkeiten, deren Ziel es ist, einem Anbieter von Waren oder Leistungen Lösungsmöglichkeiten aufzuzeigen, durch die er die Nachfrage nach den von ihm angebotenen Gütern erhöhen kann.

supplier credit Lieferantenkredit m Eine Form des Kredits, die in der Stundung von Zahlungen für gelieferte Waren bzw. geleistete Dienstleistungen auf der Grundlage individueller oder branchenüblicher Konditionen besteht,

supplier image Anbieterimage η (Marktpsychologie) Sammelbezeichnung für die verschiedenen Kategorien der auf der Anbieterseite bestehenden Images, d.h. das Firmenimage, das Konzemimage und das Branchenimage.

supplier-demander interactions pl AnbieterNachfrager-Interaktionen f/pl (Marktpsychologie) Die motivationalen und kognitiven Prozesse, die das direkte Aufeinandertreffen und unmittelbare Zusammenwirtken zweier oder mehrerer Marktpartner begleiten.

supplier loyalty Lieferantentreue / Im Investitionsgütermarketing das Korrelat zur Ladentreue der Käufer von Konsumgütern, im Handel eine Form des habituellen Beschaffungsverhaltens, das im Einkauf beim selben Lieferanten über einen längeren Zeitraum besteht,

supplier oligopoly Angebotsoligopol η (Wirtschaftslehre/Wettbewerbstheorie ) Eine Form des Oligopols, bei dem eine kleine Anzahl von Anbietern einer großen Zahl von kleinen gleichwertigen Nachfragern gegenübersteht und daher jeder Oligopolist sowohl die Reaktionen der Nachfrager wie die der anderen Oligopolisten berücksichtigen muß.

supply 1. Angebot η (Wirtschaftslehre/Wettbewerbstheorie) Die Menge einzelner oder mehrerer Güter oder Leistungen, die auf einem Markt zum Verkauf stehen bzw. die Zahl der Verkäufer, die als Anbieter von Gütern und Leistungen auf einem Markt auftreten.

vgl. demand 2. Lieferung / , Zulieferung /, Versorgung / (Marketinglogistik) supply Channel Beschaffungsweg m (Beschaffungsmarketing/Marktforschung ) Der Weg, über den ein Wirtschaftssubjekt ein Gut bezieht, d.h. die Beschaffungsmittler, über die es beschafft wird.

supply curve Angebotskurve / lehre)

(Wirtschafts-

Die graphische Darstellung einer Angebotsfunktion. —» supply f u n c t i o n

supply depot Auslieferungslager η (Marketinglogistik) Ein im Bereich der Abnehmerzentren (Konsumzentren) errichtetes regionales Warenlager, das direkt von der Produktionsstätte beliefert wird und die Ware eines Herstellers ständig am Platz der Käufer zur Verfügung hält,

supply function Angebotsfunktion / schaftslehre)

(Wirt-

Die Abhängigkeit der Verkäufe eines Unternehmens

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supply image von den eigenen sowie den Maßnahmen anderer Unternehmen am Markt (Preis, Qualität, Lieferungsund Zahlungsbedingungen),

supply image Angebotsimage η (Marktpsychologie) Eine Sammelbezeichnung für die verschiedenen Kategorien der auf der Angebotsseite bestehenden Images, d.h. das Produktimage oder Markenimage, das Produktgruppenimage und das Gattungsimage von Produkten.

supply market Beschaffungsmarkt m (Wirtschaftslehre/Beschaffungsmarketing) Der einem Wirtschaftsunternehmen, einer Organisation oder Institution vorgelagerte Markt, von dem es/sie seine/ihre betrieblichen Ressourcen wie Kapital, Rohstoffe und andere Produktionsfaktoren bezieht. Der BeschafTungsmarkt des Nachfragers ist der Absatzmarkt des Anbieters. vgl. sales market

supply market analysis Beschaffungsmarktanalyse f (Marktforschung) —» supply market research

supply marketing Beschaffungsmarketing η, Beschaffungsforschung / Die Gesamtheit der Maßnahmen, durch die Wirtschaftsunternehmen, Organisationen und Institutionen auf Beschafiungsmärkten tätig werden und durch effiziente Gestaltung der Austauschbeziehungen mit Anbietern auf diesen Märkten (Lieferanten, Kapitalgebern usw.) und den Einsatz eines beschaffungspolitischen Instrumentariums zieladäquat für die Bereitstellung betrieblicher Ressourcen wie Kapital, Rohstoffe Personal usw. sorgen,

supply market research Beschaffungsmarktforschung/ Derjenige Bereich der betrieblichen Marktforschung, der als ein Instrument der betrieblichen Beschaffungspolitik eines Wirtschaftsunternehmens dem Ziel dient, mit Hilfe von Methoden der Marktforschung systematisch Informationen über externe Größen des Beschaffungsmarkts wie z.B. die Art und Zahl faktischer und potentieller Lieferanten, Kapitalgeber, die Mengen, Preise und Qualitäten betrieblicher Ressourcen usw. sowie über interne, beschaifungsmarktpolitisch relevante Größen wie z.B. Bedarfe, das eigene Finanzpotential usw. zu sammeln, auszuwerten und zu verarbeiten, um dadurch den Beschaffungsmarkt des Unternehmens transparenter zu machen und Anwendungsmöglichkeiten für das beschaffungspolitische Instrumentarium aufzuzeigen und zu schaffen,

supply period Angebotsperiode f (Marketing)

nehmens und insbesondere in ihre Absatzplanung integrierte, an Absatzerwartungen oder -planungen orientierte Planung der am BeschafTungsmarkt zu besorgenden betrieblichen Ressourcen wie z.B. Rohstoffe und Halbfabrikate usw., in der Mengen-, Wert- und Zeitdaten enthalten sind,

supply policy Beschaffungspolitik / (Marketingplanung) Die sich aus der gesamten Unternehmenspolitik ergebende Konfiguration von Zielentscheidungen Uber den Einsatz des absatzpolitischen Instrumentariums bei der Auswahl der sich im Bereich der Beschaffung ergebenden Handlungsaltemativen. —» instruments of supply policy

supply-side power Angebotsmacht / (Wirtschaft slehre) Die Fähigkeit eines Anbieters, die wirtschaftlichen Dispositionen sowohl seiner Mitanbieter wie der Nachfrager gegen deren Willen und zu seinem eigenen Vorteil einzuengen und sie zu einem Verhalten zu veranlassen, das sie allein aufgrund der Macht des stärkeren Anbieters zeigen und ohne diese nicht zeigen würden. vgl. power of demand

supply-side monopoly Angebotsmonopol η (Wirtschaftslehre/Wettbewerbstheorie) Eine Form des Monopols, bei dem ein einzelner Anbieter vielen kleinen, gleichwertigen Nachfragern gegenübersteht, die Ware oder Leistung dieses Anbieters nur von diesem bezogen werden kann und folglich wegen des Fehlens jeder Konkurrenz auf der Angebotsseite der Anbieter in der Preispolitik völlig autonom ist.

supply technique Beschaffungstechnik /(Marketinglogistik) Die Gesamtheit der Tätigkeiten und Verfahrensweisen, die den reibungslosen Ablauf der auf den Beschaffungsmarkt zielenden Aktivitäten eines Wirtschaftsunternehmens ermöglichen, s u r c h a r g e Aufpreis m, Preiszuschlag m, Preisaufschlag m, Nachbelastung / (Konditionenpolitik) s u r p l u s Überschuß m (Wirtschaftslehre/Betriebswirtschaft)

Surrogate competition Surrogatkonkurrenz / (Wettbewerbstheorie) Der Wettbewerb zwischen Anbietern von Gütern, die denselben konsumtiven und Produktiven Zwecken dienen können, ohne gleichartig zu sein, s u r v e y Umfrage / , Befragung /(empirische Sozialforschung/Marktforschung)

survey among trade fair attendants Besucher-

Die Zeitspanne, während derer ein Produkt in der Regel auf dem Markt angeboten wird,

befragung / , Messebesucherbefragung / (Marktforschung)

supply plan Beschaffungsplan m (Marketing-

survey among trade fair exhibitors Ausstel-

planung) —> supply planning

lerbefragung / (Marktforschung) Eine Form des Messetests, bei dem ausschließlich die Aussteller, meist in einer Vollerhebung, über ihre Geschäftserwartungen die allgemeine Geschäftssituation, den Erfolg auf der Ausstellung oder

supply planning Beschaffungsplanung / (Marketingplanung) Die in die Gesamtplanung eines Wirtschaftsunter-

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Messe selbst, die Zahl der dort getätigten Abschlüsse und die zu erwartenden oder erwarteten Nachmesseabschlüsse, über die Zahl und Qualität der Standbesuche, den Charakter der Preisverhandlungen und das allgemeine Messeklima befragt werden.

switch selling Lockvogelangebot n, Lockvogelverkauf m Sammelbezeichnung für verschiedene Formen des unlauteren Wettbewerbs,

symbiotic marketing symbiotisches Marketing n, Symbiotik-Marketing η Das Marketingkonzept einer in mehrere Wirtschaftsunternehmen und einen gemeinsamen Vertriebsapparat getrennten Produktion von Waren,

synchro marketing Synchro-Marketing η Eine Aufgabe des Marketingmanagement, die der Konstellation einer schwankenden Nachfrage entspricht.

syndicate Konsortium n, Interessengemeinschaft /, Verbandszusammenschluß m to syndicate v/i ein Konsortium, eine Interessengemeinschaft bilden syndicated adj durch ein Konsortium finanziert, Gemeinschafts-, Syndikatssyndicated marketing research Gemeinschaftsmarktforschung / synectics pl Synektik / Eine Kreativitätstechnik, die in der Verknüpfung von verschiedenartigen, nicht miteinander zusammenhängenden Elementen besteht. Ihr Grundprinzip ist eine durch laufende Analogien aus anderen Lebensbereichen vollzogene schrittweise Verfremdung des zu lösenden Ausgangsproblems, bei der dann nach mehreren Stufen der Analogienbildung am

systems theory Ende durch den sog. „force fit" eine nachgerade gewaltsame Rückbesinnung auf das Ausgangsproblem erfolgt.

synergistic effect Synergieeffekt m Die Wirkung des Zusammenwirkens aller Elemente einer Aktion so, daß die konzertierte Gesamtwirkung stärker ist, als die Einzelwirkungen aller Elemente,

synergy Synergie / Das konzertierte Zusammenwirken aller einzelnen Elemente,

system System η Ein durch die Verkaufs-(Vermarktungs-)fähigkeit abgegrenztes, von einem oder mehreren Anbietern in einem geschlossenen Angebot erstelltes Anlagen-Dienstleistungs-Bündel zur Befriedigung eines komplexen Bedarfs,

system of overlapping groups System η überlappender Gruppen (Marketingorganisation) —> team organization systems analysis —> systems theory system marketing Die Gesamtheit der Marketingmaßnahmen für Systeme.

system selling Systemverkauf m systems theory Systemanalyse /, Systemforschung /, Systemtheorie /, systemtheoretischer Ansatz m Die allgemeine Systemtheorie betrachtet soziale Phänomene als aus vielen Teilen zusammengesetzte Ganzheiten, die durch eine Vielzahl von Variablen beschrieben werden können, miteinander in wechselseitiger Beziehung stehen (Konnektivität) und als Ganzes gegenüber ihrer Umwelt abgrenzbar sind.

τ t a c k - o n s u r v e y Beteiligungsumfrage / (Marktforschung) Eine Ein- oder Mehrthemenbefragung, die von mehreren Auftraggebern finanziert wird, t a c t i c (often pi t a c t i c s ) Taktik / t a c t i c a l adj taktisch t a g eigentl Zipfel m, Anhängsel η, Troddel m Etikett η, Anhänger m, Schild η, Schildchen η, Abzeichen η Die Kennzeichnung eines Produkts als Marke zur Erleichterung seiner Identifizierung am Markt durch Anbringung eines Bildzeichens oder Wortzeichens, einer Kombination von Buchstaben, Zahlen oder sonstigen Zeichen, Markenzeichen, am einzelnen Warenstück bzw. seiner Verpackung, t o t a g v/t etikettieren, mit einem Anhänger versehen, mit einem Etikett versehen, (Ware) auszeichnen t a g g e d adj etikettiert, mit einem Etikett, einem Anhänger, einem Schild versehen t a r g e t —> target group, target market, target person t a r g e t c o n s u m e r s pi —> target group t a r g e t g r o u p Zielgruppe / , Werbegemeinte m/pl (Marketingplanung) Die Gesamtheit der Personen, an die planmäßig die marketingpolitischen Instrumente gerichtet werden und angesprochen und beeinflußt werden sollen,

target group determination Zielgruppenbestimmung / (Marketingplanung/Marktforschung) Die Zielgruppenbestimmung legt fest, welche Personenkreise durch Marketinganstrengungen angesprochen werden sollen, t a r g e t m a r k e t Zielmarkt m, Zielgruppe f (Marketingplanung) t a r g e t p e r s o n Zielperson f (Marketingplanung) t a r g e t s u m m e t h o d Ziel-Aufgaben-Methode / , Ziel-Aufgaben-Ansatz m (Budgetierung) Die Umsetzung des Prinzips des Management nach Zielvorgaben (management by objectives) in die Budgetierung. t a r r i f Zoll m, Zolltarif m t a s k C o o p e r a t i o n Aufgabenkooperation f (Marketingorganisation ) Die gemeinschaftliche Erfüllung betrieblicher Aufgaben durch mehrere selbständige Unternehmen. vgl. subcontracting (of tasks), task integration t a s k i n t e g r a t i o n Aufgabenintegration/ Die Bewältigung betrieblicher Aufgaben im eigenen Unternehmen. vgl. subcontracting (of tasks), task cooperation t a s k m e t h o d —» target sum method

team organization (brit team organisation) Teamorganisation / , teamorientierte Organisation / (Marketingorganisation) Eine Sonderform der modifizierten Liniensysteme der Marketingorganisation, bei der jedes Mitglied der Organisation zwei oder mehreren Teams angehört. t e c h n i q u e Technik / , Methode / , Verfahren η t e l e p h o n e m a r k e t i n g Telefonmarketing η Als Telefonmarketing bezeichnet man jenen Bereich des persönlichen Verkaufs, der sich der kundenbezogenen Kommunikation vermittels des Telefons bedient und sowohl den reinen Telefonverkauf wie die telefonische Übermittlung von Informationen umfaßt. t e l e p h o n e selling Telefonverkauf m, Telefonwerbung/ t e l e p h o n e s u r v e y telefonische B e f r a g u n g / f e m pirische Sozialforschung) Eine Form der Befragung in der Umfrageforschung, bei der das Interview mit dem Befragten über das Telefon abgewickelt wird, t e l e s h o p p i n g Teleshopping n, Fernseheinkauf m Eine Fernsehsendung in Form von direkten Angeboten an die Öffentlichkeit für den Verkauf, Kauf oder die Miete oder Pacht von Erzeugnissen oder die Erbringung von Dienstleistungen. Dabei können Zuschauer Produkte, die in einer Fernsehsendung vorgestellt werden, direkt per Telefon erwerben, television m e r c h a n d i s i n g 1. Absatzförderungsmaßnahmen f / p l , Absatzhilfen f / p l des Femsehens für seine Werbungtreibenden Neben der Ausstrahlung von Werbesendungen bieten die britischen Fernsehsender eine ganze Palette von Absatzförderungsmaßnahmen als flankierende Werbung an (Werbebriefe auf dem Briefpapier der Sender bis zu POP-Display-Material). 2. TV-Merchandising n, Merchandising (Femsehen) Der Verkauf von Begleitmaterial zu den Programmveranstaltungen des Fernsehens. Die öffentlich-rechtlichen Sender setzen Merchandising in relativ beschedenem Umfang und im wesentlichen als Instrument der Imagepflege ein, während Merchandising bei privaten Programmveranstaltem außerdem eine zusätzliche Einnahmequelle darstellt, t e m p o r a r y a l l o w a n c e einmaliger Preisnachlaß m, einmaliger Rabatt m (Konditionenpolitik) t e n d e r Ausschreibung f Submission f Verding u n g / , Angebot n, Kostenvoranschlag m, Offerte/ (Wirtschaftslehre) Eine Marktveranstaltung des Beschaffungsmarketing, bei der ein Nachfrager eine schriftliche Aufforderung an Anbieter richtet, schriftliche Angebote für

363 eine zu erbringende Leistung an ihn zu richten, an die die Anbieter innerhalb der Zuschlagfreies gebunden sind.

tender period Einreichungsfrist / (bei Ausschreibungen), Anbietungsfrist / Die bei öffentlichen Ausschreibungen vorgeschriebene und im Konkurrcnzaufruf angegebene Frist, bis zu deren Ablauf die Angebote abgegeben worden sein müssen.

terms mix Konditionenpolitik /, KonditionenMix n, Kontrahierungspolitik /, Kontrahierungs-Mix η (Marketing) Die Gesamtheit der kontrahierungspolitischen Instrumente, die außer dem Preis Gegenstand vertraglicher Vereinbarungen über das Leistungsentgelt sein können.

terms of delivery pl Lieferungsbedingungen f/pl, Lieferungs- und Zahlungsbedingungen f/pl (Marketing) Derjenige Teilbereich des Marketing-Mix, der eine große Zahl von absatzpolitischen Entscheidungstatbeständen wie z.B. den Lieferservice, Abmachungen über Verpackung, Aufmachung, Erfüllungsort, Warenzustellung, Umtausch- und Rückgaberecht sowie die Berechnung von Fracht-, Versicherungs- oder Verpackungskosten u.a.m. umfaßt.

terms policy —> terms mix test purchase Testkauf m, Einkaufstest m (Marktforschung) Eine Form der teilnehmenden Beobachtung bei der Ladenbeobachtung der demoskopischen Marktforschung, bei der ein Interviewer (Beobachter) als normaler Kunde in einen Laden tritt und eine Ware kauft oder wenigstens vorgibt, eine Ware kaufen zu wollen und dann am Ende unter einem Vorwand doch nicht kauft,

theme display window Anlaßfenster η (Einzelhandel) Ein Schaufenster, das zu bestimmten Anlässen und Festen wie weltlichen und religiösen Gedenk- und Besinnungstagen gestaltet wird,

threshold Schwelle / threshold of buying power level Kaufkraftschwelle / (Marktforschung) Die durch eine bestimmte Höhe der Kaufkraft (oder auch des Nettoeinkommens als Ersatzgröße) bestimmte Schwelle, durch die Nichtkäufer eines Produkts von Käufern getrennt werden,

threshold of purchasing power level —> threshold of buying power level ticket Schild η, Etikett η, Zettel m tie-in 1. Koppelung/, Verbund m, Verknüpfung /, Kombination/ 2. —> tie-in sale to tie in v/t koppeln, verbinden, verknüpfen, aufeinander abstimmen, aufeinander einstimmen, kombinieren, in etwas einbauen tie-in promotion Verkaufsförderung /, Absatz-

tourist market research förderung / die mehrere Produkte im Verbund fördert tie-in sale Koppelgeschäft n, Koppelungsverkauf m, Kombinationsverkauf m Eine Verkaufsmethode, bei der Käufer eines Produkts dieses nur erwerben können, wenn sie zugleich ein zweites Produkt kaufen,

time discount Zeitrabatt m (Konditionenpolitik) Als Zeitrabatte werden solche Rabatte bezeichnet, die auf den Zeitpunkt der Bestellung oder der Abnahme eines Produkts oder einer Leistung bezogen sind.

time series Zeitreihe f (Statistik) Eine Anordnung von Merkmalsausprägungen einer Variablen im Zeitverlauf, deren Reihenfolge sich ausschließlich aus der zeitlichen Abfolge ihres Auftretens ergibt,

time-series analysis Zeitreihenanaly se / (Statistik) time-series prognosis Entwicklungsprognose/, Zeitreihenprognose / tin Konservendose/(Verpackung) Eine kochfeste Dose, die zur Herstellung von Konserven venvendet und luftdicht verschlossen wird,

total market Marktpotential n, Absatzpotential η (Wirtschaftslehre/Marketing) Die Höchstmenge der Einheiten eines Gutes (Absatzpotential) bzw. des Umsatzes (Marktpotential), die ein Wirtschaftsunternehmen erzielen könnte, wenn alle mit der erforderlichen Kaufkraft ausgestatteten potentiellen Konsumenten die Produkte oder Leistungen des Unternehmens kaufen würden,

total sales discount Gesamtumsatzrabatt m (Konditionenpolitik) In der Rabattpolitik eine Sonderform des Mengenrabatts, den ein Hersteller oder Großhändler seinen Abnehmern für die insgesamt von diesen bezogenen Mengen der von ihm gelieferten Waren einräumt,

tourism Fremdenverkehr m, Tourismus m Zu den Charakteristika der Dienstleistungsunternehmen des Fremdenverkehrs gehört es, daß sie wegen ihrer hohen Anlagevermögen, der sich daraus ergebenden Belastung durch fixe Kosten und dem Zwang zu intensiver Ausnutzung der bestehenden Kapazitäten und dementsprechender Starrheit des Angebots bei gleichzeitig starken Schwankungen der Nachfrage zu einer besonderen preispolitischen Flexibilität gezwungen sind, um zwischen den saisonal und stimmungs- oder mode- bzw. konjunkturbedingt wechselnden Über- und Unterkapazitäten wirtschaftlich operieren zu können,

tourism marketing Fremdenverkehrsmarketing η tourism market research —> tourist market research tourist marketing —> tourism marketing tourist market research Fremdenverkehrsmarktforschung / Wegen der allgemeinen wirtschaftlichen Grundbedingungen des Fremdenverkehrs und der sich daraus

trade

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ergebenden Notwendigkeit einer aktiven Fremdenverkehrsförderung und -Werbung sowie der Tatsache, daß die Förderung des Fremdenverkehrs eine typische Gemeinschaftsaufgabe ist, für die viele Träger aus dem gewerblichen und öffentlichen Sektor ein natürliches Interesse haben, erklärt sich, daß Marktforschung im Fremdenverkehr eine relativ weite Verbreitung gefunden hat. trade Handel m —> trading, trades

verzeichnis rt, H a n d e l s a d r e ß b u c h n, Fachadreßbuch η

t r a d e s pi (the trades pi) Handel m (Institution) Der Handel stellt als Institution und als Funktion das Bindeglied zwischen der Herstellung und dem Verbrauch dar. Er ist im weiteren Sinne der Austausch von Waren und Diensten zwischen Wirtschaftspartnern, im engeren Sinne lediglich der Warenaustausch zwischen Wirtschaftspaitnern (Warenhandel).

trade f a i r H a n d e l s m e s s e / Handelsausstellung /, Messe/ Eine Veranstaltung/ mit Marktcharakter, die ein umfassendes Angebot eines (Fachmesse) oder mehrerer Wirtschaftszweige (Universalmesse, allgemeine Messe, technische Messe) bietet. Sie findet im allgemeinen in regelmäßigem Turnus am gleichen Ort statt. Auf Messen wird aufgrund von Mustern für den Wiederverkauf oder für gewerbliche Verwendung verkauft (Mustermesse). Der Zutritt zur Messe ist grundsätzlich dem Fachbesucher vorbehalten. trade fair test Messetest m (Marktforschung) Eine meist in Form einer Befragung oder Beobachtung durchgeführte Untersuchung, deren Ziel es ist, durch Beobachtung des auf Messen und Ausstellungen ausgestellten Angebots, Erfassung der Zahl der Besucher und der Besucherstruktur sowie ihrer Zugehörigkeit zu verschiedenen Branchen und durch Ermittlung der Orderintensität und der auf der Messe erzielten Umsätze Aufschluß über den Messeerfolg zu erlangen, trade f u n c t i o n H a n d e l s f u n k t i o n f (Wirtschaftslehre) Die besondere Rolle und Funktion des Waren- und Leistungsaustausches, trade i m a g e B r a n c h e n i m a g e η Das Bild, das sich die Verbraucher von einer gesamten Branche machen, trade level H a n d e l s s t u f e f (Wirtschaftslehre) Diejenige Funktionsebene, die durch alle Handelsbetriebe mit prinzipiell gleichartigen Aufgabenstellungen im Gesamtbereich des Handels gebildet wird.

t r a d e a r e a —> trading area t r a d e a r e a analysis —» trading area analysis trade association G e w e r b e v e r b a n d m, g e w e r b licher F a c h v e r b a n d m, Handelsverband m, Branchenvereinigung / , Wirtschaftsfachverband m, Arbeitgebervereinigung / , U n t e m e h m e r v e r band m trade b r a n c h m a r g i n —> trade margin 1. trade brokerage Handelsvermittlung/ Der Vorgang der Vermittlung von Gütern und Leistungen in fremdem Namen und auf fremde Rechnung. Es handelt sich dabei um die typische Tätigkeit von Handelsmaklern, Handelsvertretern und Kommissionsagenten sowie von Einkaufsvereinigungen, freiwilligen Ketten und Zentraleinkaufsstellen, soweit sie Fremdgeschäfte betreiben, t r a d e c e n t e r G r o ß m a r k t m, Großhandelsmarkt m (Wirtschaftslehre) Eine je nach der Anbieterstruktur als Erzeugermarkt, Händlermarkt oder eine Kombination von beiden eingerichtete ständige Marktveranstaltung zur Distribution vor allem von Obst, Gemüse und ähnlichen Agrarerzeugnissen wie Kartoffeln, Wolle, Hopfen, Eiem, Fleisch- und Nutz- und Schlachttieren, trade chain Absatzkette/, Handelskette/(Wirtschaftslehre/Marketingorganisation) Die Folge von verschiedenen Absatzorganen, über die ein Erzeugnis regelmäßig oder wenigstens mit einer gewissen Regelmäßigkeit von einem Hersteller bis hin zu den Endverbrauchern gebracht wird, t r a d e c h a n n e l Absatzkanal m, Handelskanal m (Marketing/Marketingorganisation) In der Distributionspolitik eine Kette von unternehmenseigenen Verkaufsorganen oder von Absatzmittlern, die im Vertriebsprozeß absatzpolitische Instrumente einsetzen. Von der Wahl der Absatzkanäle hängt die Erhältlichkeit des Produkts und damit sein mengenmäßiger Absatz ab. t r a d e c o m p a n y H a n d e l s u n t e r n e h m e n n, H a n delsfirma/ trade directory B r a n c h e n a d r e ß b u c h n, Firmen-

t r a d e d i s c o u n t Händlerrabatt m, Wiederverkäuferrabatt m, Funktionsrabatt m (Konditionenpolitik) Der Rabatt, den ein Hersteller oder Großhändler einem Wiederverkäufer (Händler) dafür einräumt, daß dieser eine Reihe von Funktionen erfüllt, die üblicherweise der Hersteller bzw. Großhändler zu übernehmen hat.

trade level discount Handelsstufenrabatt m (Konditionenpolitik) Eine Form des Rabatts, bei dem die Absatzmittler entweder bar oder in Form von Waren einen Preisnachlaß auf den Verbraucherpreis erhalten, trade m a r g i n 1. Branchenspanne / (Wirtschaftslehre/Betriebswirtschaft) Die durchschnittlich in den Betrieben einer Branche erzielte Handelsspanne, die auf der Grundlage aller mit dem Umsatz gewogenen Betriebsspannen der Branchenbetriebe errechnet wird. 2. H a n d e l s s p a n n e / (Wirtschaftslehre/Betriebswirtschaft) Derjenige Bestandteil des Preises, der als Resultat von Handelstätigkeiten (und zwar sowohl des institutionellen wie des funktionellen Handels) entsteht

365 und als Differenz zwischen dem Einstandspreis und dem Verkaufspreis für ein oder mehrere Handelsunternehmen berechnet werden kann,

trade margin of profit —> trade margin trademark (TM) Warenzeichen η, Handelszeichen η, Firmenzeichen η Ein in Form einer Bildmarke einer Wortmarke oder Wortbildmarke als Warenzeichen oder auch ohne rechtlichen Warenzeichenschutz wie ein Warenzeichen bzw. ein Firmenzeichen verwendetes Kennzeichen, das ein Hersteller, Händler, ein Dienstleistungsuntemehmen, eine Agentur oder anderes Wirtschaftsunternehmen regelmäßig zur Kennzeichnung seines Unternehmens bzw. seines Angebots in Form von Produkten oder Dienstleistungen in gleichbleibender Weise verwendet, um sich und sein Angebot deutlich von Mitbewerbern abzuheben,

trade marketing Handelsmarketing n, Händlermarketing η (Einzelhandel/Großhandel) Die Gesamtheit der absatzorientieren Aktivitäten des Handels.

trade marketing research Handelsmarktforschung/ trademark number Zahlenzeichen η Im Gegensatz zum Bildzeichen und zum Wortzeichen ein Warenzeichen, das ausschließlich aus Zahlen besteht,

trademark word Wortzeichen η Ein Warenzeichen, das aus einem einzelnen oder auch aus mehreren Wörtern besteht,

trademark picture Bildzeichen η, Bildmarke / Im Gegensatz zu Wortzeichen, Zahlen- und Kombinationszeichen ein ausschließlich aus einer Graphik oder einer anderen bildlichen Darstellung bestehendes Güte- Firmen- oder Warenzeichen,

trade mart Großhandelszentrum η Eine bewußt geplante oder natürlich gewachsene Zusammenfassung einer größeren Anzahl von Großhandelsbetrieben sowie Handelsvermittlungsbetrieben, Auslieferungslagern, Zentrallagem und Zentralverwaltungen des Einzelhandels sowie anderen eng mit der Großhandelstätigkeit verbundenen Produktionsstätten an einem gemeinsamen Standort,

trade name Firmenzeichen rt, Firmenname m, Markenzeichen n, Handelsbezeichnung /, Markenname m, Markenbezeichnung /, Markenwarenbezeichnung/, Markenzeichen η Das verbal wiedergebbare Element einer Marke, eine Kombination von Buchstaben, Silben oder Wörtern bzw. Zahlen, die in dieser Form entweder in einer lebenden oder einer toten Sprache tatsächlich vorkommen oder frei konstruiert sind,

trade panel Branchenpanel η (Marktforschung) In der demoskopischen Marktforschung ein Panel, das als Handelspanel für einzelne Fachbranchen durchgeführt wird und dabei sowohl Händler wie Vor- und Großverbraucher umfassen kann,

trade research Handelsforschung/ Die wissenschaftliche Erforschung der Institutionen (institutioneller Ansatz) und der Funktionen (funk-

transient buyer tioneller Ansatz) des Handels, d.h. der Handelsbetriebe sowie der Stufen und Träger absatzwirtschaftlicher Funktionen im Prozeß der Distribution,

trade usage Handelsbrauch m, Usance / Eine ungeschriebene Verkehrssitte, die allgemein anerkannt und verbreitet (also nicht nur an einem bestimmten Ort) ist.

trading Handel m (Funktion) —»trade, trades trading area Einkaufsgebiet η, Einzugsbereich m, Absatzgebiet η (Einzelhandel/Standortforschung) Das geographische Gebiet, aus dem ein Geschäft bzw. eine Agglomeration von Geschäften seine Kunden zieht,

trading stamp Rabattmarke/(Konditionenpolitik) trading down Trading-down η (Marketingplanung) vgl. trading up trading up Trading-up η (Marketingplanung) Die Summe geschäftspolitischer Maßnahmen, die ein Handelsbetrieb trifft, um eine Verbesserung des betriebsindividuellen Leistungsstandes (z.B. durch größere Auswahl, umfangreichere Dienstleistungen, anspruchsvollere Geschäftsausstattung und dgl. mehr) zu erreichen.

vgl. trading down trading zone —> trading area traffic Besucherfluß m, Kundenverkehr m (Konsumforschung/Marktforschung) Die Zahl der Personen, die innerhalb eines bestimmten Zeitraums ein Einzelhandelsgeschäft betreten,

traffic management Terminkoordination /, Terminplanung/ traffic manager Terminer m, Traffic-Manager m Ein Organisationsfachmann, zu dessen Aufgaben die Arbeitserfassung und -planung und die Terminkontrolle gehören,

transaction Transaktion / (Wirtschaftslehre/Marktpsychologie) transactional analysis Transaktionsanalyse /, transaktionale Analyse / (Psychologie) transaction episode Transaktionsepisode / (Investitionsgütermarketing ) Die Phase der Transaktion zwischen Anbieter und Nachfrager eines Investitionsgutes, die durch einen intensiven Kontakt zwischen den Marktpartnern gekennzeichnet ist.

transfer Transfer m transfer effect Transfereffekt m, Übertragungseffekt m (Kommunikationsforschung) transient buyer Zufallskunde m, Laufkunde m, Zufallskäufer m (Einzelhandel) Ein Käufer, der in einem Geschäft nur einkauft, weil er mehr oder minder zufällig an ihm vorbeikommt.

vgl. steady buyer

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transient customer transient customer Zufallskunde m, Laufkunde m (Einzelhandel) —»transient buyer transient customers pi Laufkundschaft / (Einzelhandel) Im Gegensatz zu den Stammkunden sind die Laufkunden eines Einzelhandelsgeschäfts diejenigen Käufer, die in ihm nur einkaufen, weil sie mehr oder minder zufällig an ihm vorbeikommen.

vgl. steady customers transparent box —» transparent pack transparent pack Sichtverpackung/ Eine Packung deren Packgutwegen seines durchsichtigen Packstoffs ganz oder teilweise sichtbar ist.

transparent package —* transparent pack transportation vehicle policy Fuhrparkpolitik / (Marketinglogistik) Die Gesamtheit der für den Einsatz von betriebseigenen Lastkraftwagen und Lieferwagen der Ladeund Wartungseinrichtungen sowie des Transport-, Lade- und Wartungspersonals geltenden Grundsätze und Planungsabläufe im Rahmen der betrieblichen Marketing-Logistik,

traveling salesman Reisender m, Handlungsreisender m (Außendienst) Ein in einem festen Angestelltenverhältnis stehender Vertriebsmitarbeiter eines Hersteller- oder mitunter auch eines Großhandelsunternehmens, der im übrigen dieselben Funktionen wie ein Handelsvertreter wahrnimmt, allerdings anders als der selbständige Handelsvertreter auch an Weisungen des ihn anstellenden Unternehmens gebunden ist.

travel marketing Fremdenverkehrsmarketing η —> tourism travel market research —> tourist market research tray pack Auslagekarton m (Verpackung/Einzelhandel) Eine Verpackung, die durch Abnahme des Deckels in eine Regalauslage umgewandelt werden kann,

trend 1. Trend m (Statistik) In der statistischen Zeitreihenanalyse die von Zufallsschwankungen unabhängige Grundrichtung einer Zeitreihe.

2. Tendenz/ trend analysis Trendanalyse / (Statistik/empirische Sozialforschung/Marktforschung) trend comparison Trendvergleich m (Statistik/ empirische Sozialforschung/Marktforschung) trend elimination Trendbereinigung /, Trendeliminierung / (Statistik) trend fitting Trendkorrektur /, Trendanpassung f (Statistik) trend prediction —> trend prognosis trend prognosis Trendprognose /, Trendvorhersage f (Statistik)

trend research Trendforschung / (empirische Sozialforschung) Die Erforschung erkannter gesellschaftlicher Entwicklungen, deren allgemeine Richtung bekannt ist und in der sich mehrere Abläufe bündeln, die zusammen einen charakteristischen Aspekt der sozialen Wirklichkeit ausmachen,

trendsetter Trendsetter m, Geschmacksführer m (Marktpsychologie) trial Erstkauf m, Probekauf m, Erstnutzung /, Probenutzung / (Marketing/Werbeforschung) Der erstmalige Kauf eines Produkts bzw. die erstmalige Nutzung einer Dienstleistung durch einen bisherigen Nichtbenutzer, dem/der im Idealfall Wiederholungskäufe folgen.

—»trial purchase; vgl. repeat purchase trial purchase —» trial trial size Probepackungsformat η, Probepackungsgröße / trial test Erfahrungstest m (Marktforschung) Eine Form des Produkttests, bei der einer Stichprobe von Auskunftspersonen eine Ware für einige Zeit zur kürzeren oder längeren Erprobung überlassen wird und sie dann gebeten werden, ihre Erfahrungen beim Gebrauch oder Verbrauch der Ware mitzuteilen.

trier Erstkäufer m, Probekäufer m (Marketing) Ein bisheriger Nichtkäufer, der ein Produkt zum ersten Mal kauft,

trust Kartell η (Wirtschaftslehre/Wettbewerbstheorie) Eine horizontale Absprache zwischen wirtschaftlich und rechtlich selbständigen Wirtschaftsunternehmen mit dem Ziel einer Marktbeeinflussung durch Beschränkung des Wettbewerbs Verbesserung der Marktordnung und verstärkte Rationalisierung,

turnkey operation schlüsselfertiger Systemverkauf m turnover 1. Fluktuation / 2. Umsatz m (Wirtschaftslehre/Betriebswirtschaft) turnover rate Fluktuationsgeschwindigkeit /, Fluktuationsrate/, Umschlagsgeschwindigkeit/ Eine betriebliche Kennziffer zur wirtschaftlichen Beurteilung eines Sortiments, bei der der Outputfaktor Umsatz dem Inputfaktor durchschnittlicher Warenbestand gegenübergestellt wird,

twin pack Doppelpackung/, Zweierpackung/ Eine Packung mit zwei Stücken eines Produkts, die zusammen preisgünstiger als zwei Einzelstücke verkauft werden,

two-component package ten-Dose / (Verpackung)

Zwei-Komponen-

Eine Dose mit zwei voneinander getrennten Füllräumen zur Aufnahme von Füllgütern, die erst vor dem Gebrauch vermischt werden,

type 1. Typus m Art /, Gattung /, Muster n, Modell η

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2. Typ m (Statistik) type of market Markttyp m (Wirtschaftslehre/Marketing) - > market type type of product P r o d u k t a r t / , P r o d u k t g a t t u n g / , Produkttyp m Nach verschiedenen Kriterien lassen sich die folgenden Unterscheidungen nach Produktarten treffen: I. Nach dem Verwendungszweck: 1. Konsumgüter 2. Produktivgüter a) Investitionsgüter b) Produktionsgüter II. nach der Verwendungsreife: 1. Rohstoffe oder Urstoffe 2. Halbwaren und Halbfertigerzeugnisse, Halbzeug, Zwischenprodukte 3. Fertigerzeugnisse ΠΙ. nach der Zahl der Bedarfsträger: 1. Massenprodukte 2. Individualgüter IV. nach der Selbstverkäuflichkeit:

1. problemlose Produkte, die „sich selbst verkaufen" 2. problemvolle Produkte, die beim Verkauf im allgemeinen Beratung der Käufer erfordern. V. nach dem Beschafftingsaufwand: 1. convenience goods 2. Shopping goods 3. specialty goods VI. nach dem Charakter der Kaufentscheidung: 1. low-interest products 2. high-interest products typology Typologie / schung/Marktforschung) —» consumer typology

(empirische

Sozialfor-

typology of c o n s u m e r behavior Typologie / des Verbraucherverhaltens, Typologie / des Konsumverhaltens ( M a r k t f o r s c h u n g / K o n s u m forschung) typologization (brit typologisation) Typologisierung f (empirische Sozialforschung/Marktforschung/Konsumforschung )

υ ultimate consumer Endverbraucher m, Absatzempfänger m (Marketing/Marktforschung)

unselfish display eigentl selbstlose Warenauslage / (Einzelhandel)

Eine Person, die eine Ware in der Absicht kauft, sie zu konsumieren, im Gegensatz zu Wirtschaftsunternehmen, die Erzeugnisse kaufen, um sie weiterzuverarbeiten oder zu bearbeiten, und auch im Gegensatz zu Groß-, Zwischen- oder Einzelhändlern, die sie kaufen, um sie unverändert weiterzuverkaufen,

Eine Warenauslage, die ein Einzelhändler für Produkte macht, die er gar nicht selbst verkauft.

unbranded goods pl anonyme Waren f/pl, weiße Waren f/pl —> unbranded product unbranded product anonyme Ware /, anonymes Produkt n, anonymes Erzeugnis η Eine Ware, die entweder mit gar keinem oder mit einem Phantasienamen gekennzeichnet ist und daher im Gegensatz zum Beispiel zur Eigenmarke, zur Herstellermarke oder zur Handelsmarke keinen Rückschluß auf ihren Hersteller oder ihre Herkunft zuläßt.

undifferentiated marketing undifferenziertes Marketing η (Marketingplanung) Ein Grundmuster der Marktpräferenzen, bei dem sich ein Unternehmen bemüht, mit seinem Angebot für alle Gruppen attraktiv zu sein,

unfair competition unlauterer Wettbewerb m (Wirtschaftslehre/Wettbewerbsrecht) unique selling proposition (U.S.P., USP) etwa einzigartiges Werbeargument n, einzigartiges Verkaufsargument n, einzigartiger Werbeanspruch m, einzigartiger verkaufender Anspruch m (Marketingplanung/Werbeforschung) Die Vorstellung, daß jedes Produkt ein „einzigartiges Verkaufsargument" in sich tragen müsse, das andere Produkte nicht haben und das stark genug ist, um eine hinreichend große Zahl von Konsumenten zum Kauf dieses Produkts zu veranlassen,

unit method Verkaufseinheits-Methode / (der Budgetierung) Bei diesem Budgetierungsansatz wird das pro Produkteinheit notwendige Marketingvolumen festgelegt und das Gesamtbudget dann als Funktion des projektierten Absatzes und der Marketingkosten pro Verkaufseinheit dargestellt,

unit price 1. Einheitspreis m (Konditionenpolitik) —> unit pricing 2. Stückpreis m (Konditionenpolitik) unit pricing Unit Pricing η, Einheits-Preisbildung / (Konditionenpolitik) Die Übung, Preise für Einheitsmengen festzusetzen und die Produktpackungen mit diesen Preisen auszuzeichnen.

unity Einheit/, Einheitlichkeit/, Geschlossenheit/

UPC system (Universal Product Code) UPCSystem η Ein in den USA und in Kanada verwendetes System der Artikelnumerierung, das in einer Normalversion mit 12 und einer Kurzversion mit 7 Stellen angeboten wird. vgl. Ε Α Ν system

to update v/t auf den neuesten Stand bringen upfront adj/adv langfristig, lange im voraus (Marketingplanung) upgrading Aufwertung/, Ersatz m, Substitution / eines minderwertigen Produkts durch ein höherwertiges, Kauf m eines höherwertigen Produkts anstelle eines minderwertigen (Wirtschaftslehre) usage test Gebrauchstest m (Marktforschung) Eine besondere Form des Produkttests, durch den die Erfahrungen geprüft werden, die Konsumenten mit dem längeren Gebrauch eines Erzeugnisses gemacht haben.

user Verwender m (Marketing/Marktforschung) Im Zusammenhang mit den Kaufentscheidungen ist es in der Marktforschung in vielen Fällen ratsam, genau zwischen den Käufern und den Verwendern von Produkten zu differenzieren. Verwender sind diejenigen Personen, die ein Produkt oder eine Dienstleistung oder verbrauchen. In der betrieblichen Beschaffungspolitik sind die Verwender diejenigen Personen, die das eingekaufte Produkt verwenden bzw. benutzen.

U.S.P. (USP) Abk unique selling propostion Utility Nutzen m (Wirtschaftslehre) Der Grad der Befriedigung von Bedürfnissen, den ein Haushalt aus einem Gut zieht.

Utility maximization (brit utility maximisation) Nutzenmaximierung / (Wirtschaftslehre/Wettbewerbstheorie ) Unter marktwirtschaftlichen Wettbewerbsverhältnissen und speziell in der mikroökonomischen Haushaltstheorie wird generell angenommen, daß dem herausragendsten Ziel eines Wirtschaftsunternehmens, nämlich dem Ziel der Gewinnmaximierung auf der Seite der Verbraucherhaushalte das Ziel der Maximierung ihres subjektiven Nutzens gegenübersteht.

Utility in use Gebrauchsnutzen m (Wirtschaftslehre) Der im Gegensatz zum Geltungsnutzen eines Erzeugnisses allein durch seine Zweckrationalität und seinen Gebrauchswert bestimmte Nutzen, den eine Ware für einen Konsumenten hat.

ν valence A n m u t u n g / , Anmutungsqualität / , V a l e n z / , Aufforderungscharakter m (Psychologie/Marktpsychologie ) In der Feldpsychologie Kurt Lewins die Fähigkeit eines Objekts, eine Person durch Auslösung einer bestimmten Bedürfnisdisposition zum Handeln zu aktivieren, indem sie sie entweder anziehen (positive Valenz) oder abstoßen (negative Valenz) oder teilweise anziehen und teilweise abstoßen (Ambivalenz). valence gradient Aufforderungsgradient m (Psychologie/Marktpsychologie) Das Verhältnis der Aufforderungsgröße eines Objekts (wie z.B. eines Produkts) zur Distanz (D). Die Aufforderungsgröße ist gegeben durch die Summe des vom Konsumenten erlebten Bedarfs, seiner produktspezifischen Bedürfnisse, d.h. durch den primären Auffordeningscharakter des Objekts (B), und die werbliche Verstärkung von B, also den über den Bedarf hinausgehenden zusätzlichen Aufforderungswert (den speziellen Zusatzaufforderungswert). value 1. Wert m (Marktpsychologie) value research 2 . Nutzen m, Nützlichkeit / , Preis m schaftslehre)

(Wirt-

value in cash Barwert m (einer Investition) (Wirtschaftslehre) In der Break-Even-Analyse ein zur Abschätzung der Erfolgsträchtigkeit einer Investition oder eines neuen Produkts ermittelter Wert, variety s h o p —> variety store variety store G e m i s c h t w a r e n l a d e n m, Kramladen m (Einzelhandel) Eine Betriebsform des Einzelhandels, deren Kennzeichen ein sehr breites, aber flaches Sortiment ist, das neben Lebens- und Genußmitteln auch Hausrat, Schreibwaren, Textilien, Eisenwaren und andere Artikel des täglichen Bedarfs umfaßt. In seiner typischen Erscheinungsform handelt es sich um ein vorwiegend in ländlichen Gebieten verbreitetes Einzelhandelsgeschäft. Vehlen effect Veblen-Effekt m (Wirtschaftslehre) Ein externer Konsumeffekt (Nachfrageeffekt), der in der Steigerang der Nachfrage einer Person oder Personengruppe nach einem Produkt besteht, nachdem dessen Preis erhöht wurde. Im Veblen-Effekt manifestieren sich die Prestigebedürfnisse sozialer Gruppen, deren Kaufverhalten in starkem Maße durch den von teuren Gütern gestifteten Zusatznutzen in Form von Sozialprestige bestimmt wird, vehicle policy Fuhrparkpolitik f (Marketinglogistik) Die Gesamtheit der für den Einsatz von betriebsei-

genen Lastkraftwagen und Lieferwagen der Ladeund Wartungseinrichtungen sowie des Transport-, Lade- und Wartungspersonals geltenden Grundsätze und Planungsabläufe im Rahmen der betrieblichen Marketing-Logistik, veiling Veiling η (Wirtschaftslehre) Eine Sonderform der Auktion auf Abstrich, bei der an einer Art Versteigerungsuhr die ständig sinkende Preisanzeige erfolgt und jeder Auktionsteilnehmer die Möglichkeit hat, einen Kontakt zum Stillstand des Preisanzeigers auszulösen, v e n d i n g m a c h i n e V e r k a u f s a u t o m a t m (Einzelhandel) v e n d o r 1. Verkäufer m (Einzelhandel) 2. V e r k a u f s a u t o m a t m (Einzelhandel) v e n t u r e analysis Risikoanalyse / (Marketingplanung) Ein quantitatives Verfahren der Marketingplanung, das es möglich macht, die Verteilung einer Zielgröße unter Berücksichtigung verschiedener Umweltfaktoren mit spezifischen Zustandsverteilungen zu ermitteln und graphisch darzustellen, v e n t u r e t e a m Venture-Team η, Innovationsteam η (Marketingplanung) Eine Gruppe in einem Unternehmen, die für die Entwicklung und Durchführung von Innovationen zuständig ist. vertical c a s e Vertikalauslage / , vertikale Einzelhandelsauslage f (Einzelhandel) vertical c o o p e r a t i o n vertikale K o o p e r a t i o n / , vertikale Z u s a m m e n a r b e i t / (Marketingorganisation) Die Zusammenarbeit zwischen den hierarchischen Ebenen innerhalb von Unternehmen. vgl. horizontal cooperation vertical c o o p e r a t i v e advertising vertical differentiation vertikale Differenzierung f (Marketingplanung) —> vertical p r o d u c t differentiation vertical diversification vertikale Diversifikation / . vertikale Diversifizierung / (Marketingplanung) Eine Form der Diversifikation, durch die ein Unternehmen seine Angebots- und Leistungstiefe in bisher vor- oder nachgelagerte Wirtschaftsstufen erweitert. vgl. horizontal diversification vertical integration vertikale Integration / (Marketingorganisation) Der Quotient zwischen der eigenen Wertschöpfung und dem Umsatz eines Unternehmens. Der Einfluß dieser Größe auf „return on investment" (ROI) und „cash flow" ist unterschiedlich je nachdem, ob es sich um einen rasch wachsenden, schrumpfenden

vertical marketing oder auch oszillierenden Markt auf der einen Seite oder einen relativ umsatzstabilen Markt auf der anderen Seite handelt.

vgl. horizontal integration vertical marketing vertikales Marketing η (Marketingorganisation/Marketingplanung) Das vertikale Marketing ist der über alle Marktstufen hinweg koordinierte Einsatz von Marketinginstrumenten mit dem Ziel der Planung, Durchführung, Koordinierung und Kontrolle aller an den Marketingaktivitäten beteiligten Organisationen und Personen.

vertical marketing organization vertikale Marketingorganisation / Eine Form der Marketingorganisation, bei der nach dem Kriterium Machtverteilung verschiedene Grundmodelle hierarchischer Verknüpfung unterschieden werden,

vertical product differentiation vertikale Produktdifferenzierung f (Marketingplanung) Eine Differenzierungsstrategie, deren Charakteristikum eine mehr oder minder auffallende Änderung der stofflich-technischen Grundstruktur und/oder akzidentieller Produkteigenschaften ist.

vicarious learning Beobachtungsiemen η, Imitationslernen η, Modellieren η (Psychologie/Marktpsychologie/Werbepsychologie) —> observational learning Vidale-Wolfe model Vidale-Wolfe-Modell η (Marktforschung) Ein von M. L. Vidale und Η. B. Wolfe 1957 veröffentlichter Modellansatz der Marketing- und Werbebudgetierung unter Berücksichtigung von Carcyover-Effekten beim Einsatz des Marketinginstruments Werbung,

visual Layoutskizze /, Verbildlichung / einer Werbeidee, Bildelement n, Veranschaulichung/ einer Konzeption volume Volumen volume discount 1. Mengenrabatt m (Konditionenpolitik) Ein Rabatt, der für die Abnahme einer höheren als üblichen Menge eines Gutes gewährt wird.

370 2. Gesamtumsatzrabatt m (Konditionenpolitik) Eine Sonderform des Mengenrabatts, die ein Hersteller oder Großhändler seinen Abnehmern für die insgesamt von diesen bezogenen Mengen der von ihm gelieferten Waren einräumt.

3. Abschlußrabatt m Eine Sonderform des Mengenrabatts, die bei einem Abschluß über den Kauf größerer Warenmengen und Abrufmöglichkeit von Teillieferungen eingeräumt wird,

volume policy Mengenpolitik / (Wirtschaftslehre/Marketingplanung) Die Gesamtheit der in der Marktpolitik eines Wirtschaftsunternehmens zu treffenden Entscheidungen über die anzubietenden Quantitäten der Güter, d.h. die Entscheidungen über die Mengen je Umsatzakt, je Lieferung oder auch je Periode,

voluntary kurz für voluntary group voluntary association —> voluntary group voluntary chain freiwillige Kette f freiwillige Handelskette / (Einzelhandel/Großhandel) Eine dreistufig organisierte Form des Zusammenschlusses von selbständigen Unternehmen zweier Handelsstufen, nämlich des Großhandels und des Einzelhandels, einer oder mehrerer gleichartiger Branchen mit dem Ziel der Kooperation im Rahmen einer gemeinsamen Marktstrategie,

voluntary group freiwillige Gruppe / (Einzelhandel/Großhandel) Die zweistufig organisierte Kooperation eines einzelnen Großhändlers, der zugleich die Zentrale der Kooperationsgemeinschaft darstellt mit mehreren angeschlossenen Einzelhändlern einer Branche, die untereinander nicht konkurrieren,

voluntary chain of retailers Einkaufsring m (Beschaffungsmarketing ) Eine Form der Einkaufskooperation, bei der mehrere Handelsunternehmen ihren gemeinsamen Einkauf so organisieren, daß ein einziges von ihnen für alle im Ring zusammengeschlossenen Unternehmen zusammen einkauft und daher gegenüber den Lieferanten als alleiniger Einkäufer auftriU.

voucher 1. Beleg m 2. Gutschein m

w want Bedarf m, Wunsch m, Bedürfnis (Psychologie/Marktpsychologie) Die als Resultat des subjektiven, physiologisch, psychologisch oder auch sozialpsychologisch und soziologisch erklärbaren Verlangens eines Wirtschaftssubjekts, d.h. seiner Bedürfnisse und seiner Kaufkraft sich ergebende quantitative oder quantifizierbare Nachfrage nach einem Gut.

want factor Bedarfsfaktor m lehre/Marktpsychologie )

(Wirtschafis-

Einer von mehreren den Bedarf bestimmenden Einflüssen, Größen und Vorgängen, die als die treibenden Kräfte die Bedarfsäußerungen bewirken,

warehouse Warenlager n, Lager n, Lagerhaus n, Speicher m warehouse selling Lagerhandel m, Lagergeschäft η (Einzelhandel/Großhandel) Der Handel mit Waren, die der Händler selbst vorrätig hält und die der Käufer folglich in dessen Ladengeschäft selbst in Augenschein nehmen und kaufen kann.

Funktion wie die Institution des Großhandels. Die Funktion des Großhandels ist der Handel unter Kaufleuten d.h. der Einkauf von Waren auf eigene oder fremde Rechnung und ihr unveränderter oder bestenfalls durch handelsübliche Manipulationen leicht veränderter Weiterverkauf an andere Handelsunternehmen, Weiterverarbeiter, gewerbliche Verbraucher oder behördliche Großverbraucher,

wholesale center (brit wholesale centre) Großhandelszentrum η Eine bewußt geplante oder natürlich gewachsene Zusammenfassung einer größeren Anzahl von Großhandelsbetrieben sowie Handelsvermittlungsbetrieben, Auslieferungslagern, Zentrallagern und Zentralverwaltungen des Einzelhandels sowie anderen eng mit der Großhandelstätigkeit verbundenen Produktionsstätten an einem gemeinsamen Standort,

wholesale consortium Großhandelskonsortium η Eine Form der Kooperation im Großhandel, deren Ziel die horizontale Abstimmung in der Sortimentspolitik ist.

warranty Garantie/, Gewähr/, Gewährleistung/, Ztttiolesale dealer —> wholesaler cherung/, Bürgschaft/, Qualitätsgarantie / ( b e i wholesale marketing Großhandelsmarketing η Waren) (Konditionenpolitik) Die Gesamtheit der Marketingmaßnahmen des Die schriftlich auf einem Vordruck zugesicherte Gewährleistung (Einstehen für Mängel einer Sache bei Kauf- und Werkverträgen), fur eine oder mehrere bestimmte Eigenschaften wie z.B. die Qualität, Gute, Funktionstüchtigkeit und Haltbarkeit eines Produkts verbunden mit der Zusage, innerhalb einer festgelegten Frist seit dem Kauf auftretende Mängel kostenlos zu beheben,

weight Gewicht η wheel of retailing Dynamik / der Betriebsformen (Einzelhandel/Großhandel) Der ständige Wandlungsprozeß, dem die Betriebsformen des Handels in den letzten einhundert Jahren unterworfen waren und noch sind. Die Dynamik des Prozesses liegt darin, daß sich unter dem Einfluß des allgemeinen Preiswettbewerbs neue Betriebsformen, die von den herkömmlichen Formen markant abweichen und Ausdruck eigener Marketing-Konzeptionen unternehmerischer Pioniere sind, auftreten und sich vor allem durch eine aggressive Preispolitik gegenüber dem traditionellen Handel durchsetzen.

white goods pl weiße Artikel m/pl, weiße Waren f/pl Solche namenlosen Produkte, die ihre Besonderheit gerade in der weißen, namenlosen Packung suchen und die Anonymität gewissermaßen zum Markenzeichen erheben. Meist handelt es sich um Standardprodukte am unteren Ende der Preisskala,

wholesale Großhandel m, Engroshandel m Der Begriff Großhandel bezeichnet sowohl die

Großhandels, die sich insbesondere mit dem Problem seiner permanenten Bedrohung durch die Übernahme der Großhandelsfunktionen durch seine Lieferanten oder seine Abnehmer z.B. durch Bildung von Genossenschaften oder Einkaufsvereinigungen auseinanderzusetzen haben,

wholesale market Großmarkt m, Großhandelsmarkt m Eine je nach der Anbieterstruktur als Erzeugermarkt, Händlermarkt oder eine Kombination von beiden eingerichtete ständige Marktveranstaltung zur Distribution vor allem von Obst und Gemüse und ähnlichen Agrarerzeugnissen wie Kartoffeln, Wolle, Hopfen, Eiem, Fleisch- und Nutz- und Schlachttieren.

wholesaler Großhändler m, Engroshändler m wholesaler panel Großhandelspanel η (Marktforschung) Bei den Handelspanels der ökoskopischen Marktforschung wird nach der Art des Erhebungskreises zwischen Einzelhandelspanels und Großhandelspanels unterschieden. Gegenüber den Einzelhandelspanels haben Großhandelspanels eine weit geringere Bedeutung und werden viel seltener durchgeführt,

wholesale price Großhandelspreis m (Wirtschaftslehre/Konditionenpolitik) Der Preis, für den ein Großhändler ein Gut an Wiederverkäufer weiterverkauft, also der Großhandelsverkaufspreis. Mitunter wird jedoch auch der zwischen einem Hersteller und einem Großhändler vereinbarte Preis für den Erwerb eines Gutes des Her-

wholesale trade stellers, also der Großhandelseinkaufspreis, als Großhandelspreis bezeichnet,

wholesale trade —> wholesale winding-up sale Ausverkauf m (Einzelhandel) Eine Sonderveranstaltung des Einzelhandels, die entweder erfolgt, weil der gesamte Geschäftsbetrieb eines Einzelhandelsbetriebs oder eines Zweiggeschäfts (Totalausverkauf) oder der Verkauf einer Warengattung (Teilausverkauf) aufgegeben wird,

wire stand Verkaufsständer m, aus Draht (Einzelhandel)

372 wish image Wunschbild η, Wunschimage η (Marktpsychologie ) to wrap v/r einpacken, einschlagen, einwickeln, einhüllen wrapper 1. Hülle/, Verpackung/, Überzug m 2. Umschlag m, Buchumschlag m, Schutzhülle/ wrapper design Verpackungsdesign η, Umschlagdesign η wrapping paper Einschlagpapier η, Einwickelpapier η, Verpackungspapier η

Υ yardstick M a ß s t a b m, Bezugspunkt m, Orientierungsmaßstab m, O r i e n t i e r u n g s g r ö ß e / y e l l o w goods pl Gebrauchsgüter n/pl, langlebige K o n s u m g ü t e r n/pl, Besitzgüter n/pl Güter des privaten Konsums, die zum mehrmaligen

und längerfristigen Gebrauch bestimmt sind (wie z.B. Gebrauchsgüter für Verkehr und Nachrichtenübermittlung, Gebrauchsgüter für Bildung und Unterhaltung und Gebrauchsgüter für Haushaltsführung).

ζ zero-sum game Nullsummenspiel η (Spieltheorie) In der Spieltheorie ein Spiel, bei dem die Summe der Gewinne aller Spieler bei jedem möglichen Spielausgang gleich Null ist, so daß ein Spieler nur

dann gewinnt, wenn ein anderer Spieler (oder mehrere andere Spieler) im selben Maße verliert (bzw. alle übrigen zusammengenommen im selben Maße verlieren).