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Gattungsmarketing

English translation: Generic marketing

GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)
German term or phrase:Gattungsmarketing
English translation:Generic marketing
Entered by: Erich Friese

10:09 May 16, 2006
German to English translations [PRO]
Marketing - Marketing / Market Research
German term or phrase: Gattungsmarketing
Hi everyone,

Has anyone got an idea what this means? I'm translating a presentation for a firm that deals with branding. I think Gattungsmarketing may be something to do with doing research according to genre but I don't know what the actual term is.
This is what it says in the text: Werbewirkungsforschung / Gattungsmarketing
Could it be genre marketing? Can anyone help me?

Thanks very much in advance.
Tessa Kiock (X)
Germany
Local time: 16:58
Generic marketing (or better: marketing of generic brands)
Explanation:
........I am sure that's what we are talking about here (not marketing brand names but,,,,generic products )
Selected response from:

Erich Friese
Australia
Local time: 00:58
Grading comment
Thanks very much for your help. This is the most appropriate answer for my purposes.
4 KudoZ points were awarded for this answer



Summary of answers provided
3 +4Generic marketing (or better: marketing of generic brands)
Erich Friese
3 +1Category marketing
Lori Dendy-Molz
4generic marketing
Brie Vernier


Discussion entries: 2





  

Answers


12 mins   confidence: Answerer confidence 3/5Answerer confidence 3/5 peer agreement (net): +4
Generic marketing (or better: marketing of generic brands)


Explanation:
........I am sure that's what we are talking about here (not marketing brand names but,,,,generic products )

Erich Friese
Australia
Local time: 00:58
Native speaker of: Native in GermanGerman, Native in EnglishEnglish
PRO pts in category: 12
Grading comment
Thanks very much for your help. This is the most appropriate answer for my purposes.

Peer comments on this answer (and responses from the answerer)
agree  IanW (X): My first thought too
23 mins
agree  transatgees: Agree with "generic marketing" but isn't "generic brands" a contradiction in terms? I don't think a brand can be generic. "Generic products" certainly!
57 mins
agree  BrigitteHilgner: My choice, too. While W.J. Koschnik: "Kompakt-Wörterbuch Marketing" does not have this specific term, the book contains several other expressions with "Gattung-" and translates this term always as "generic".
57 mins
agree  Ingeborg Gowans (X): generic marketing
1 hr
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21 mins   confidence: Answerer confidence 3/5Answerer confidence 3/5 peer agreement (net): +1
Category marketing


Explanation:
is a term I've come across before.

Category Marketing. To become the company of the future, we have to make sure we ... The Category Marketing department is revolutionary in the soft drinks ...
www.britvic.com/Britvic/Who/Jobs/Vacancies/Category Marketi...

Lori Dendy-Molz
Germany
Local time: 16:58
Specializes in field
Native speaker of: English
PRO pts in category: 77

Peer comments on this answer (and responses from the answerer)
agree  RobinB: Speaking as a former (and qualified!) marketer, I'd agree that category marketing is the right term here. It's one of the core functions of category management, which is something very different to generic marketing.
1 hr
  -> Thanks, Robin.
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1 hr   confidence: Answerer confidence 4/5Answerer confidence 4/5
generic marketing


Explanation:
Erich has the right term (except for his "improved" suggestion), but the wrong explanation. It isn't about marketing generic/no-name brands/products, but rather marketing for an entire industry/sector:

Generic marketing is the marketing of whole industries or categories of products and services regardless of manufacturer or brand. It has received intense scrutiny during the past year regarding its constitutionality and, to a lesser degree, its merit. The constitutionality issue was answered this past June, when the Supreme Court decided to allow, for now, generic promotion of many products and services across the country.
http://www.bizjournals.com/sacramento/stories/1997/11/03/sma...


Generic marketing is a staple of any commodity industry. Many agriculture, livestock and other consumable commodity producers pool funds to develop marketing programs designed to raise consumer and market awareness of the commodity. ... There are a number of generic marketing slogans in our current vocabulary today. A couple of popular ones include:

Beef - It's what's for dinner

Pork - The other white meat

Milk - Got Milk?

Eggs - The incredible edible egg

Wood - Be constructive

These well-funded campaigns have successfully entered the consumer base with powerful branding triggers. Beef: It's whats for dinner was launched through attractive and powerful national television commercials which highlighted beef as a versatile entrée capable of serving as a showpiece in any number of venues and special occasions. The slogan Got Milk? humorously demonstrates the value of milk as a component of any number of eating situations while reminding us that the drink remains an important source of nutrition in our diet.
http://www.dced.state.ak.us/oed/seafood/seafoodmarketing/gen...

Brie Vernier
Germany
Local time: 16:58
Works in field
Native speaker of: English
PRO pts in category: 48
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