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Marcare

Operatiune de atribuire a unui nume de marca unui produs; in unele cazuri acesta dobandeste o notorietate atat de mare incat ajunge sa se identifice cu produsul generic (V. branduct). Marcarea este o componenta esentiala a strategiei de produs a companiei, o reclama pentru produsele firmei, un mijloc important de castigare si fidelizare a clientelei. Strategii de marcare folosite pentru marcile de fabrica:

marcare individuala (marca de produs, marca de linie, marca de gama, marci multiple) - fiecare produs/linie/gama de produs are un nume distinct (precum si o pozitionare unica). Exemplu: marcile Organics, Dove, Lux, Axe, Rexona, Omo, Rama s.a. - apartinand companiei Unilever; Zanussi, Kelvinator, White - ale companiei suedeze Electrolux; Coca-Cola, Fanta, Sprite, Seven Up - ale companiei Coca-Cola etc.;

marcarea familiei (marca unica, marca umbrela/generica) - un nume de marca (de multe ori numele companiei - spre exemplu, Shell, Samsung, LG, Virgin s.a. - sau o combinatie intre acesta si nume ale marcilor de produs - spre exemplu, Nestle cu Nescafe, Nesquik) este folosit pentru a defini o varietate larga de produse:

-  o linie sau o colectie de produse;

-  una sau mai multe game de produse;

-  un ansamblu de produse avand un suport identitar comun - marca-umbrela (Sony, Ford, Apple, Carrefour, Peugeot, 3M).

In cazul marcarii familiei, numele companiei este folosit pentru marcarea unei parti sau intreg portofoliului de produse al companiei (aceeasi identitate, acelasi valori de marca); extinderea reputatiei firmei asupra portofoliului de produse si servicii favorizeaza dezvoltarea "personalitatii" acestora (insa si riscul unei imagini nefavorabile, pe ansamblu, creste - daca unele produse se dovedesc esecuri rasunatoare). V. strategie de marca, strategia marcilor multiple/multi-brand.

Operatiune de aplicare pe ambalaje a semnelor si inscriptiilor legale necesare. Marcarea poate fi: de identificare, de informare, de avertizare, de inventariere etc.

Alti termeni

Macro-environment Macromarketing Macromodel Macrosegmentation Mail Order House Mail Order Selling Mail Order Wholesalers Mail Surveys Mailing Maintenance Marketing Maintenance Selling Maintenance Strategy Major Equipment Majority Fallacy Make-Good Mall Mall Intercept Management by Objectives Managerial Judgement Manchester Man Manipulative Selling Techniques Manufacturer's Brand Manufacturers' Agent Marca Marca de comert Marca de fabrica Marca distribuitorului Marca dubla Marca generica Marca inregistrata Marca umbrela Marcare Marginal Analysis Marginal Cost Marginal Profit Marginal Revenue Marital Status Mark-Down Mark-Down Ratio Mark-Up Mark-Up Ratio Market Market Attractiveness Market Broadening Market Challenger Market Development Market Diversification Market Driven Economy Market Dynamics Market Entry Market Entry Barrier Market Expansion Market Factor Market Follower Market Forecast Market Growth Rate Market Index Market Leader Market Minimum Market Niche Market Opportunity Market Opportunity Evaluation Market Penetration Market Penetration Pricing Market Positioning Market Potential Market Research Market Segment Market Segment Expansion Strategy Market Segmentation Market Segmentation Organisation Market Share Market Share Protection Strategy Market Skimming Pricing Market Testing Market-Based Marketing Organisation Marketing Marketing Advantage Marketing Audit Marketing Budget Marketing Channels Marketing Communications Marketing Concept Marketing Consultants Marketing Control Marketing Controller Marketing Cost Analysis Marketing Database Marketing de nisa Marketing Department Marketing Department Marketing Marketing diferentiat Marketing direct Marketing Environment Marketing Era Marketing Ethics Marketing Expense-To-Sales Ratio Marketing Implementation Marketing Intelligence Marketing Intermediaries Marketing Management Marketing Models Marketing nediferentiat Marketing Objectives Marketing Opportunities Marketing Opportunity Analysis Marketing Organisation Marketing Plan Marketing Planning Process Marketing politic Marketing prin Internet Marketing Program Marketing Research Marketing Research Brief Marketing Research Objectives Marketing Research-To-Sales Ratio Marketing Services Marketing Services Agencies Marketing Strategy Marketing Synergy Marketing-mix Marketing-Oriented Company Maslow's Hierarchy of Needs Maslow's Theory of Motivation Mass Marketing Mass Media Advertising Masthead Material Management Materials Handling Mecenat Media Media Agency Media Dependent Media Independent Media Plan Media planner Media planning Media selection Media Vehicle Merchandising Mercurial MicroSites Mix de comunicare sau promotional Mostra comerciala Multichotomous Question Multidimensional Scaling Multiform Corporations Multilevel In-Depth Selling Multilevel Marketing Multimodal Transportation Multinational Corporation Multiple Channel System Multiple Exchanges Multiple Marketing Channels Multiple Niching Multiple Packaging Multiple Publics Multiple Segmentation Approach Multiple Sourcing Multiple Unit Pricing Mummy Dust
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