Dictionary
- Accel - speeding up
- Census - receipt of a database of entire retail network of a city, country or region including such indicators as name, legal person, area, type of service, availability of product categories on sale, prices and many more.
- Census - receipt of a database of entire retail network of a city, country or region including such indicators as name, legal person, area, type of service, availability of product categories on sale, prices and many more.
- Consumer profile - social and demographic characteristics of potential consumer.
- Cycle instruction - document defining goals and tasks of employees of marketing department for the period (cycle) describing tools of their attainment and terms of fulfillment.
- Cyclic processes - principle of activity management of all company’s employees in such a way that each participant of the process understands his/her and common goals and tasks to be achieved within a certain period (cycle), is aware of tools to be used and acts in accordance with approved cycle instruction. These processes also include control system and evaluation system of achieved results.
- Direct sales - is a way of building distribution in which sales representatives controlled by producer sell products directly to the visited sales outlets. At that two direct sale methods are used – Presales, i.e. work scheme under which sales representatives during their visit form / take the order, while the ordered product is delivered to sales outlets by delivery car within the set terms, and Prompt sales, i.e. work scheme when sales representatives have a certain stock of goods in the car and can sell directly during their visit.
- Distribution - in a narrow sense it is used as indicator determining availability of a certain trademark (SKU) in a sales outlet. In a broader sense it is a system of methods, processes, infrastructure and mechanism of price setting ensuring delivery of a product from producer to consumer.
- Distribution model - a scheme which determines product movement from producer to consumer. Three distribution models are distinguished. Uncontrolled distribution: producer sells products wholesale to resellers who deliver products on their own. Producer does not control further movement of its products. Product can pass a number of distributors, subdistributors, wholesalers and small-scale wholesalers before it reaches retail. Controlled distribution: distribution system consisting of distributors, independent and personal dealers who have their own trade teams and deliver products to retail. Personal sales service: Producer creates a sales system covering the entire market. I.e. products come from producer directly to retail.
- Incentive program - program stimulating its participants to fulfill tasks set by producer or distributor with the help of tangible and intangible rewards. Such tasks can be support of corporate layout, purchase of new product or recommendation of product to consumer
- Merchandiser - expert on product promotion in retail. His responsibilities usually include tracking availability of goods on sale and their favorable placement in shop, advertising materials placement, control of recommended prices, consultations of shop assistants and other tasks according to the company’s marketing strategy.
- Merchandising - a set of measures aimed at stimulating retail sales by drawing attention of end users to Trademarks and groups of Products with the help of different marketing tools, such as favorable placement of goods and POS materials in shops, order recommendations, consultations of shop assistants.
- Merchandising principles - rules of product and POS materials placement in retail outlets based on consumer behavior and psychology knowledge, following which improved visibility of goods in shop windows and higher attraction of promoted products for consumer is ensured, while placed materials stand out favorably against those of competitors.
- Merchandising rules - the same thing as merchandising principles, i.e. rules of products and POS materials placement in retail outlets based on consumer behavior and psychology of consumers.
- OOS (Out of Stock) - temporary absence of product on sale in retail outlet
- Personnel outsourcing - employment of external human resources
- Planogram - layout scheme of products, trade equipment and places for POS materials inside shops and in windows of retail outlets.
- POS-materials (Point of Sales Materials) - these are materials placed in points of sale drawing attention of consumers and furthering brand or goods promotion; they are displays, stands, shelf talkers, wobblers, price tags, stoppers, dispensers, plastic trays, flags, etc.
- Representation - product availability on sale and on shelf/in window of a retail outlet.
- Scorched earth method - method of information collection about retail outlets when the territory is broken down into “squares” and is thoroughly studied with all existing streets and courts with the goal of finding 100% of objects meeting search criteria.
- SKU (Stock Keeping Unit) - one of the product names with its characteristics in assortment list of producer.
- Temporary and permanent advertising materials - To permanent advertising materials refer materials placed for the term of no less than six months as a rule without a set term of dismantlement/replacement. Temporary materials are placed as a rule for the term of 2 weeks to 2 months as support of a certain marketing activity of Company (launch of new product, price change, promotion campaign etc.)
- Trade marketing - technologies of sales stimulation in distribution channels and sales outlets aimed at studying and satisfying needs of a trade link (distributors, retailers) and consumer with an ultimate goal of sales increase.
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+380 (44) 223 98 58 / info@accel.com.ua
