THESAURUS

OF
MARKETING MANAGEMENT

Compiled and Edited by:

Luckty Giyan Soekarno K1D040005

Detto Akbar K1D040013
Anggi Hafiz Al Hakam K1D040016
Vika Aprilia K1D040020

INFORMATION AND LIBRARIANSHIP SCIENCE DEPARTMENT

FACULTY OF COMMUNICATION SCIENCE
UNIVERSITY OF PADJADJARAN
2007
 Kata Pengantar

Alhamdulillahirabbil’alamin. Segala puji dan syukur kami ucapkan

ke Hadirat Illahi Rabbi Allah SWT, karena atas berkah dan rahmat-Nya
pula kami dapat menyelesaikan salah satu tugas pengganti UAS Semester
Genap 2006-2007 pada mata kuliah Thesaurus.
Kami selaku penyusun dan penulis, ingin mengucapkan terima
kasih kepada Dosen pembimbing kami, Dra. Tine Silvana R., M.Si dan
Nurmaya Prahatmadja, S.Sos yang telah memberikan banyak masukan,
dukungan dan dorongan kepada kami dalam penyusunan tugas ini. Tak
lupa juga kepada rekan-rekan K1D-A 2004 yang juga mengikuti kelas
Thesaurus, terima kasih untuk sudah menjadi tempat bertukar pikiran.
Adapun, sumber yang dijadikan acuan dalam pembuatan tesaurus
ini adalah berbagai referensi yang menyangkut manajemen pemasaran.
Sengaja tesaurus ini kami sajikan dalam bahasa Inggris karena banyak
istilah yang bila diterjemahkan ke dalam Bahasa Indonesia justru menjadi
rancu.
Terlepas dari maksud dan tujuan karya ini, kami sadar bahwa
dalam proses penulisannya terdapat banyak kekurangan. Oleh karena itu
dengan segala kerendahan hati kami mengajak pembaca untuk
menyediakan diri sebagai kritikus untuk memberikan masukkan bagi
penyempurnaan karya kami selanjutnya. Khusus untuk ini, terlebih dahulu
kami ucapkan terima kasih.

Jatinangor, Juni 2007

Penyusun
Above the line
SN mass medium communication channel
UF upper line communication
BT advertising
RT below the line

Actual Product
SN a products, parts, styling, features, brand name,
packaging, and other attributes that combine to deliver
core product benefit
BT product
RT alignmented product
core product

Ad spent
SN expenditure of advertising in every promotional media
UF advertising budget
BT advertising

Advertising
SN any paid form of nonpersonal presentation and promotion
of ideas, goods, or services by an identified sponsor
BT mass communication

1
NT above the line
below the line
RT branding

After sales service

SN service given after purchasing product
BT sales management
RT costumers service

Alignmented product
SN additional costumer services and benefits built around the
core and actual products
UF substitute product
BT product
RT actual product
core product

Attribute
SN object characteristics
UF
BT segmentation
NT attribute judgement
dynamic attribute
individual attribute

2
 static attribute

Barter transaction
SN a marketing transaction in which goods or services are
traded for other goods or services
UF goods exchanging

Below the line

SN segmented communication channel
UF down line communication
BT advertising
RT above the line

Brand
SN a name, term, sign, symbol, or design, or a combination of
these intended to identify the goods or services of one
seller or group of seller and to differentiate them from
these of competitors
BT branding
NT brand activation
brand ambassador
brand awareness
brand building

3
 brand connectedness
brand extension
brand image
brand leader
brand loyalty
brand mark
brand name
brand performance
brand personality
brand positioning
brand switching
brand value

Brand activation
SN a series of event to introduce new brand for the first time
UF brand introducing
BT branding
RT brand building

Brand ambassador
SN people or groups who are an endorser of a brand
UF brand endorser
BT branding
RT brand personality

4
Brand awareness
SN awareness of a brand in consumer market
UF brand exposure
BT branding
RT brand connectedness

Brand building
SN process of constructing and building of a brand
UF brand constructing
BT branding
RT brand activation
corporate branding

Brand connectedness
SN emotional proximity between costumers and brand
UF brand proximity
BT branding
RT brand awareness

Brand extension
SN a new or modified product launched under an already
successful brand name
UF brand extending

5
BT branding
RT built-in branding
bundling
combination branding

Brand image
SN image which performed by a brand
UF brand
BT branding
NT product image
RT brand mark
brand name
brand performance
product brand

Brand Leader
USE leading brand

Brand loyalty
SN consumer’s loyalty to use a brand
UF brand
BT branding
RT loyalty program

6
Brand mark
SN that part of brand which can be recognized but is not
utterable, such as symbol, design, or distictinctive coloring
or lettering.
UF brand sign
BT branding
RT brand image

Brand name
SN the part of a brand which can be vocalized. Eg. Avon,
Chevrolet, UCLA
UF brand title
BT branding
RT brand image

Brand performance
SN the performance of a brand to fight against competitors in
a market
UF brand market performance
BT branding
RT brand image

Brand personality

7
SN character performed by a brand
UF brand character
BT branding
RT brand ambassador

Brand positioning
SN positioning strategy of a brand in the market
UF brand placement
BT branding
RT brand value

Brand switching
SN consumer’s movement to use of other brand
UF brand substitution
BT branding

Brand value
SN value of a brand to costumer
UF brand cost
BT branding
RT brand positioning

8
Budgeting
SN activity of financial resources planning
UF financial calculation
BT financial management
RT accounting
budget
operational cost
resource allocation

Built-in branding
SN branding process which one brand have inserted into other
brand in same product
UF inserted branding
BT branding
RT brand extension
combination branding

Bundling
SN bundle packaging with similar product
UF bundle packaging
BT sales promotion
RT brand extension
cooperation branding
joint marketing

9
Business cycle
SN alternate expansion and contraction in overall economic
activity
UF economic fluctuation
RT economic conditions
economic recession
economic recovery

Capital cost
UF cost expense
BT financial management
RT capital
cost

Capital expenditure
UF capital spent
BT financial management

Capital formation
SN the building-up of a capital stock
UF capital shape
BT financial management
RT capital
capital flow

10
 capital resources
saving

Capital investment
SN investment in capital goods
BT financial investment
RT asset management
capital
industrial capital

Central business district

SN primary business area
UF centralized business place
BT business location
NT bonded zone

Combination branding
SN branding process that combining and involving more than
one brand
UF sheaf branding
BT branding
RT brand extension
built-in branding

11
 joint marketing

Commercialization
SN introduction of a new product into the market
UF product introduction
BT marketing management
NT distribution
promotion

Commitment share
SN share of a brand value to costumers
BT branding

Commodity market
SN type of market which exchanging commodity product
BT market
RT commodity
commodity agreement

Consultative selling
SN selling with consultative process to costumer
UF consultation selling

12
BT selling

Consumer goods
SN those bought by final costumers for personal consumption
UF consumable product
BT product
RT consumer market

Consumer market
SN all the individuals and households who buy or acquire
goods and services for personal consumption
BT market
RT consumer goods

Consumer promotion
SN sales promotion designed to stimulate consumer
purchasing, including samples, compons, rebates, price-
off, premiums, patronage reward, displays, contests, and
sweeptakes
BT promotion
RT sales promotion

13
Consumerism
SN an organized movement of citizens and government to
improve the right and power of buyers in relation to sellers
BT consumer behaviour
NT consumtive behaviour

Consumer-oriented marketing
SN a principle of enlightened marketing which holds that a
company should view and organize its marketing activities
from the consumer point of view
BT consumer behaviour
NT interactive marketing
RT costumer service
costumer satisfaction

Core product
SN The problem solving, services or care benefits that
consumers are really buying when they obtain a product
UF main product
BT product
RT actual product

Corporate branding
SN process of corporate branding strategy

14
BT branding
RT brand building

Corporate social responsibility

SN corporate social responsibility to community and society
UF corporate social program
BT corporate mission
NT community development

Cost effectiveness
SN optimal result for a given expenditure
UF cost effective
RT cost
cost benefit analysis
cost containment
low cost

Costumer
UF public

Costumer focus
SN the focus of costumers to a product

15
UF costumer attention
BT consumer behaviour
market orientation
RT costumer insight

Costumer insight
SN insight and perception of costumer to a brand dan product
UF costumer perception
BT consumer behaviour
RT costumer focus
product knowledge

Costumer interaction
SN interaction between product and costumer at point of sales
UF costumer relation
BT consumer behaviour
NT interactive marketing
RT costumer satisfaction
point of sales

Costumer needs
SN primary, secondary, or tertier needs of costumer
UF constumer wants
BT consumer behaviour

16
Costumer satisfaction
SN rate of satisfaction to a product
UF costumer satisfactory
BT consumer behaviour
RT costumer interaction
consumer-oriented marketing

Differentiation
SN marketing strategy by performing product difference
UF product differentiation
BT market targetting
marketing management
NT content packaging
context packaging
RT market orientation
positioning

Economic fluctuation
SN alternate expansion and contraction in overall economic
activity
UF
BT financial management
NT deflation
inflation

17
RT economic conditions
economic recession
economic recovery
trend

E-marketing
SN marketing process using electronical media, e.g email,
mailing list, etc.
UF electronic marketing
BT marketing management
NT direct e-mail marketing
mailing list marketing

Emotional branding
SN branding process which involving emotional touch to
customer
BT branding
NT emotional attitude

Enduring brand
SN the life of a brand
UF longlasting brand
BT branding

18
RT leading brand

Experiential marketing
SN marketing process which involving costumer experience to
a product
BT marketing
RT product knowledge
radical branding

Forecasting
SN future condition planning
UF future decision making
BT financial management
marketing management
RT market
sales forecasting
sales rate

Future intention
SN costumer’s future hopes and intention
UF future hopes
BT consumer behaviour
RT future market
top of mind

19
Future market
SN potential market in the future
UF potential market
BT market
NT long term market
RT future intention
future plan

Future plan
SN long term planning of all corporate activities
UF long term planning
BT forecasting
NT
RT future market

Generic brand
SN existed or traditional brand which developed usually by an
individual
UF existed brand
traditional brand
BT branding

20
Government Influence
SN Government measures to influence the functioning of a
country's economy through legislation, monetary, fiscal
and tariff policy, state aid, nationalization of strategic
sectors, etc.
UF government control
government intervention
RT nationalization
public sector

Hedging
SN preventive action to secure the corporate from stock
exchange fluctuation.
BT financial management
NT stock exchange hedging

ICSA
SN award that given by Frontier Consulting Group and
Marketing Magazine to corporates who has satisfying their
costumer in a annual period in Indonesia
UF Indonesian Costumers Satisfaction Award
RT IMAC

21
IMAC
SN award that given by Frontier Consulting Group and
Marketing Magazine for admired companies in Indonesia
UF Indonesian Most Admired Companies
RT ICSA

Impulse buying
SN buying impulsed by an endorser
UF impulsive buying
BT promotion
RT sales promotion

Industrial goods
SN those bought by final costumers for industrial consumption
UF industrial product
BT product
RT industrial market

Industrial market
SN market which segmented to industrial corporate
BT market
RT industrial goods

22
Innovative marketing
SN a principle of enlightened marketing which use multiple
states to improve response rates and profits
UF marketing with innovation
BT marketing management

Institutional buyers
SN buyers that come from nonpersonal, but institutional
BT consumer behaviour
NT private institution buyers

In-store communication
SN communication process and execution at the point of sales
UF on-site promotion
BT communication channel
NT display placement

Internal branding
SN branding approach to internal costumer inside the
corporate
BT branding
RT internal marketing

23
Internal marketing
SN marketing by a service firm to effectively train and
motivate its costumer. Contact employees and all the
supporting services people to work as a team to provide
costumer satisfaction
UF insider marketing
BT marketing management
NT staff motivation training
staff training
RT external marketing
interactive marketing

Joint marketing
SN joint activity together between two or more company to
marketing their product
UF joint activities
BT marketing management
RT bundling
combination branding

Leading brand
SN brand performance in leading the market and gain more

24
 market share
UF brand leader
BT branding
RT enduring brand
market leader
market share

Loyalty program
SN a series of event to gain costumer’s loyalty
BT marketing management
RT brand loyalty
market campaign

Manager
SN people who manage the corporate
BT staffing
NT manager executive
Managing director

Market access
SN access to a market which determine the success of
commercialized product
UF market penetration
BT market

25
RT commercialization market

Market campaign
SN campaign in a consumer market to fight against another
market competitors
UF market promo
BT marketing management
RT loyalty program
Market competition

Market competition
SN competition in a market to fight against another
competitors
UF market struggle
BT marketing management
RT market campaign

Market economy
SN an economic system in which the allocation of resources is
determined by supply and demand in markets
BT economic system
economy
RT market

26
Market leader
SN brand, product, or companies which leading the
competition in a similar field
BT marketing management
RT leading brand
market share

Market orientation
SN orientation of a company to its market segment
UF market focus
BT marketing management
NT consumer behaviour
costumer focus
RT differentiation

Market research
USE market study

Market share
SN sharing of position in a market
BT marketing management
NT market behaviour
RT leading brand

27
 market leader
market size

Market size
SN the size of market which gained by a company to ensure
their product availability
BT marketing management
RT market share

Market study
SN the study of a market to analyze the market, consumer
behaviour, etc.
UF market research
BT marketing management
NT market analysis
RT market

Market targeting
SN market target of a company
UF costumer targetting
BT marketing management
NT differentiation

28
Marketing
SN the process of planning and executing the conception,
pricing, promotion, and distribution of ideas, products, and
services
UF sales promotion
selling
BT distribution
NT cooperative marketing
retail marketing
wholesale marketing
RT market
marketing board
marketing cooperative
marketing management
retail trade
sales
sales person
wholesale trade

Marketing information system

SN people, equipments and procedures to gather, short,
analyze, evaluate, and distribute needed, timely
UF
BT information system
NT distribution information system

29
 sales information system
RT marketing management

Marketing management
SN social and managerial process to manage all available
resources to reach organizational goals and satisfying
costumer
UF marketing studies
BT management
NT commercialization
differentiation
e-marketing
forecasting
innovative marketing
internal marketing
loyalty program
market campaign
market competition
market leader
market orientation
market research
market share
market size
market study
marketing mix
niche marketing
positioning

30
 sales promotion
sales rate
segmentation
RT marketing
marketing information system

Marketing mix
SN marketing methods which compiling 4 p and 4 c, product,
place, price, promotion and cost, communication,
convenience, costumer
BT marketing management
RT promotion mix

Media gathering
SN activity in media relational
UF press gathering
BT marketing communication
NT media line up
RT media relations

Net operating loss

SN disadvantage process to decrease the profit
UF profit loss
NT net operating carryback

31
New product
SN a goods, service, or idea that is perceived by some
potential costumers as a newcomers

UF newcomers product
BT product
NT potential product

Niche marketing
SN marketing to limited costumer
UF tight marketing
BT marketing management
RT massive marketing

Operational cost
SN every cost expenditure in operating the business
UF operational expenditure
BT cost
RT budgeting

32
Packaging
SN finall process of the product
UF product packaging
BT product

Point of sales
SN area or place of sales can happen. Usually in supermarket
or hypermarket
UF sales area
BT sales management
RT costumer interaction

Positioning
SN process to build a belief system to costumer
UF product positioning
BT marketing management
RT differentiation
segmentation
value to money

Price sensitive
SN consumer behaviour with some fear to offered price
BT consumer behaviour
RT price war

33
Price war
SN pricing strategy involving price decreasing so that
costumer will buy the similar product as offered in other
point of sales
BT pricing
RT price sensitive

Private branding
SN branding process by individual business
UF traditional branding
BT branding

Product
SN anything that can be offered to a market for attention,
acquisition, use or consumption that might satisfy a want
or need
UF consumable goods
NT alignmented product
core product
new product
packaging
product brand

34
 product knowledge
product life cycle
product line
value of product
value to consumers
value to money
RT production management

Product brand
SN a brand of product to stimulate sales rate
BT branding
RT brand image

Product life cycle

SN the life time of a product to be substitute with another new
product
UF product life time
BT product

Product knowledge
SN costumer knowledge about product
BT product
consumer behaviour

35
RT costumer insight
experiential marketing

Product line
SN a series of product from the similar manufacturer
UF product series
BT product
production management
RT umbrella brand

Promotion mix
SN the specific mix of advertising, personal selling, sales
promotion, and public relations a company uses to pursue
its advertising and sales support program
UF mixed communication media
BT promotion
RT marketing mix

Public
SN any group that has an actual of potential interest in or
impact on an organization’s ability to achieve it’s objectives
USE costumer

36
Radical branding
SN branding which using unusual methods
UF extreme branding
BT branding
RT experiential branding

Resale value
SN value of product to be resale to another costumer
BT pricing

Return of investment
SN point of time to get back investment expenditure
UF point of return
BT capital cost

Sales engineer
SN engineer to help increase sales rate
BT salesmanship
RT sales executive

37
Sales executive
SN field executor to increase sales rate
BT salesmanship
RT sales engineer
sales promotion

Sales forecasting
SN forecasting of future sales intention
UF sales planning
BT sales management
RT price determination

Sales promotion
SN promotional way of sales
BT marketing management
RT advertising
consumer promotion
impulse buying
sales engineer
sales executive

Sales rate

38
SN rate of sales, daily, weekly, monthly, or annualy
BT marketing management
RT forecasting
sales forecasting

Segmentation
SN a universal view to the market
BT marketing management
NT attribute
RT targetting
positioning

Top of mind
SN a long lasting product in consumer’s mind
BT marketing management
RT future intention

Umbrella brand
SN a brand that became umbrella for another brand below
UF upline brand
BT branding
RT product line

39
Value of product
SN point of product value
UF product value
BT product
RT value to consumers

Value to consumers
SN product values and contribution to costumer
BT product
RT value of product

Value to money
SN product value to costumers money
BT product
RT positioning

Word of mouth
SN promotional media which use mouth as a media
UF mouth to mouth promotion
BT sales promotion

40