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Perceptions of prospective specialists and non-specialists towards technical terms in marketing

Technical terms are an integral part of a discipline. They enrich and help distinguish among disciplines. The irony is that even among specialists some technical terms are incomprehensible; the terms impede, instead of expedite, the communication process. Some technical terms fail to satisfy the bas...

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Main Authors: Ismail, Yusof, Ahamed Shah, Mohamed Ismail
Format: Conference or Workshop Item
Language:English
Published: 2010
Subjects:
HF5410 Marketing. Distribution of products
PE English
Online Access:http://irep.iium.edu.my/4644/1/Complete_article_Normal_reference_format.pdf
http://irep.iium.edu.my/4644/
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spelling my.iium.irep.46442011-10-10T09:27:58Z http://irep.iium.edu.my/4644/ Perceptions of prospective specialists and non-specialists towards technical terms in marketing Ismail, Yusof Ahamed Shah, Mohamed Ismail HF5410 Marketing. Distribution of products PE English Technical terms are an integral part of a discipline. They enrich and help distinguish among disciplines. The irony is that even among specialists some technical terms are incomprehensible; the terms impede, instead of expedite, the communication process. Some technical terms fail to satisfy the basic needs of communication such as message clarity. The present study aims to identify and verify a select list of twenty two technical terms which may be considered fundamental or basic in the discipline of Marketing. The study creates an instrument to help collect input from prospective specialists and non-specialists of Marketing towards their perception of, and decision on, the need to have common understanding of technical Marketing terms. A questionnaire was administered on 82 non-specialists and 26 specialist undergraduate students of a public university whose medium of instruction is English. Results show that the respondents moderately agree that they will lose if they lack knowledge of the marketing technical terms. They also believed that using correct terms expedites the communication process. A statistical analysis called Cronbach alpa (.863) confirms the significantly high degree of inter-relatedness among the twenty two Marketing terms tested in the study. Another statistical technique called an exploratory factor analysis procedure was used to statistically group the specified list of technical terms. The procedure produced five categories of technical terms that were labelled as providers of products, distributors, sales, pricing, and product. The last four categories represent the universally recognized four P‟s of marketing: place, promotion, pricing, and product. The study confirmed at least twenty two technical terms that help producers, marketers and consumers communicate effectively. 2010 Conference or Workshop Item REM application/pdf en http://irep.iium.edu.my/4644/1/Complete_article_Normal_reference_format.pdf Ismail, Yusof and Ahamed Shah, Mohamed Ismail (2010) Perceptions of prospective specialists and non-specialists towards technical terms in marketing. In: International Conference on Marketing (ic-MAR 2010), 23-24 June, 2010, Kuala Lumpur, Malaysia. (Unpublished)
institution Universiti Islam Antarabangsa Malaysia
building IIUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider International Islamic University Malaysia
content_source IIUM Repository (IREP)
url_provider http://irep.iium.edu.my/
language English
topic HF5410 Marketing. Distribution of products
PE English
spellingShingle HF5410 Marketing. Distribution of products
PE English
Ismail, Yusof
Ahamed Shah, Mohamed Ismail
Perceptions of prospective specialists and non-specialists towards technical terms in marketing
description Technical terms are an integral part of a discipline. They enrich and help distinguish among disciplines. The irony is that even among specialists some technical terms are incomprehensible; the terms impede, instead of expedite, the communication process. Some technical terms fail to satisfy the basic needs of communication such as message clarity. The present study aims to identify and verify a select list of twenty two technical terms which may be considered fundamental or basic in the discipline of Marketing. The study creates an instrument to help collect input from prospective specialists and non-specialists of Marketing towards their perception of, and decision on, the need to have common understanding of technical Marketing terms. A questionnaire was administered on 82 non-specialists and 26 specialist undergraduate students of a public university whose medium of instruction is English. Results show that the respondents moderately agree that they will lose if they lack knowledge of the marketing technical terms. They also believed that using correct terms expedites the communication process. A statistical analysis called Cronbach alpa (.863) confirms the significantly high degree of inter-relatedness among the twenty two Marketing terms tested in the study. Another statistical technique called an exploratory factor analysis procedure was used to statistically group the specified list of technical terms. The procedure produced five categories of technical terms that were labelled as providers of products, distributors, sales, pricing, and product. The last four categories represent the universally recognized four P‟s of marketing: place, promotion, pricing, and product. The study confirmed at least twenty two technical terms that help producers, marketers and consumers communicate effectively.
format Conference or Workshop Item
author Ismail, Yusof
Ahamed Shah, Mohamed Ismail
author_facet Ismail, Yusof
Ahamed Shah, Mohamed Ismail
author_sort Ismail, Yusof
title Perceptions of prospective specialists and non-specialists towards technical terms in marketing
title_short Perceptions of prospective specialists and non-specialists towards technical terms in marketing
title_full Perceptions of prospective specialists and non-specialists towards technical terms in marketing
title_fullStr Perceptions of prospective specialists and non-specialists towards technical terms in marketing
title_full_unstemmed Perceptions of prospective specialists and non-specialists towards technical terms in marketing
title_sort perceptions of prospective specialists and non-specialists towards technical terms in marketing
publishDate 2010
url http://irep.iium.edu.my/4644/1/Complete_article_Normal_reference_format.pdf
http://irep.iium.edu.my/4644/
_version_ 1643605382821576704
score 13.211869

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