Design and Marketing Dictionary

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Third-person technique

A projective technique in which the subjects are presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation. The third person may be a friend, nighbour, colleague, or a “typical” person. Again the researcher assumes that the respondent will reveal personal beliefs and attitudes while describing the reactions of the third party.

Twin streams of innovation activity

The innovation process in building a new product and also a marketing plan. The two processes go on simultaneously and, in fact, the marketing plan may originate first if the firm’s strategy is to develop new products for specific target markets.

Turnkey operations

One of the market entry strategies in the international markets. It is an operating facility that is constructed under contract and transferred to the owner when the facility is ready to begin operations. Companies performing turnkey operations are frequently industrial-equipment manufacturers that supply some of their own equipments for the project. Most commonly they are construction companies. They also may be consulting firms or manufacturers that decide that an investment on their own behalf in the country is infeasible. It is also some times known as turnkey project or turnkey construction contract.

Trade diversion

A situation in which exports shift to a less efficient producing country because of preferential trade barriers.

Trade barrier

An obstacle to trade put up by a country to protect domestic industry. Typical trade barriers include high tariff rates, quotas, unreasonable standards, and so forth. More subtle trade barriers include domestic distribution systems that lock out foreign products, deliberate heel dragging on approvals needed by various government agencies and so forth.

Technology-driven

A new products strategy or operation based on the strength of a technology. Technology yields new products, which are then offered to the market. Market–driven is the alternative form of thrust. Dual drive uses both at the same time and is the preferred form today.

Tastemakers

Those who are the first to adopt product innovations are sometimes called tastemakers, recognizing their influence on followers.

Tell them principle

In the context of marketing research report oral presentation, this is a guideline for an effective oral presentation. This principle can also be applied for any presentation. This principle states: (1) Tell them what you are going to tell them, (2) Tell them, and (3) Tell them what you have told them.

Transcribing

In the context of a research project, it refers to the transfer of data from the questionnaire or an observation form or an interview schedule to the computer for data analysis purposes.

Transfer price

A price charged for goods or services between entities that are related to each other through stock ownership, such as between a parent and its subsidiaries or between subsidiaries owned by the same parent. One problem with transfer price is that if the company charges too high a price to a subsidiary, it may end up paying higher tariff duties, although it may pay lower income taxes in the foreign country. If the company, on the other hand, charges too low a price to its subsidiary, it can be charged with dumping.

Transit tariff

A tax placed on goods passing through a country.

Tactical advertising

Another name for sales promotion, more popular in UK.

Theme-setting display

Interior display in a retail store that depicts a product offering in a thematic manner and portrays a specific atmosphere or mood.

Triangular product team

One of the types of product-team structures in product management marketing organization. This type of product team comprises of product manager, and two specialized product assistants, one who takes care of marketing research and the other, marketing communications.

Team leader

A job title that, though generic, is given to the person who is leading the new product team. Also called group leader, project manager, new product manager, program manger, venture manager and other names.

True score model

It is a mathematical model that provides a framework for understanding the accuracy of the measurement instrument used in the marketing research project.

Tying agreements

Companies having strong brands sometimes sell their brands to dealers only if they agree to take some or all of the rest of the line. This practice is also called full line forcing. Such tying agreements are not necessary illegal unless they violate some of the country’s legislations or laws.