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Ausreißartikel
über Kreuz in Teilfonds anzulegen
Jun 26, 2012 09:42
12 yrs ago
2 viewers *
German term

Kaufbeeinflusser

German to English Bus/Financial Business/Commerce (general)
This is from a Powerpoint presentation about marketing strategies.

Example sentences:
"Man kann nicht verkaufen ohne vorher Zeit mit wichtigen Kaufbeeinflussern verbracht zu haben"
"Lässt den Kaufbeeinflusser verstehen, wer Sie sind und warum Sie ihn kontaktieren"
"Gibt dem Treffen eine hohe Priorität für den Kaufbeeinflusser"
Proposed translations (English)
4 +7 (purchase) influencer
5 -1 Key Decision Maker
4 -1 Major Stakeholder
3 markete(e)r
2 successful/proven closers
References
purchase influencer
influencer

Discussion

Sarah Bessioud Jun 29, 2012:
@ Alastair Thanks, you too!
Alastair Naughton (X) Jun 29, 2012:
Kaufbeeinflusser No worries Jeux de Mots! Have a good weekend :-)
Sarah Bessioud Jun 29, 2012:
@ Alastair Firstly, many apologies that I have not been able to respond to this discussion sooner. Alastair, I am sorry if I offended you by my discussion entry but please rest assured that my sole intention was to open up a lively debate – which is what it appears to have done, but not in quite the way I was expecting. I was simply following up on your valid point - there was no hint of an accusation, nor did I make any mention of you accusing me for making things up as I went along. So before reading negatively between my lines and shooting me down, please consider the fact that there are a lot of people who use Kudoz to genuinely help others. I like to think I am one of these people, so please accept my apologies for ruffling your feathers.
Colin Rowe Jun 28, 2012:
@dkfmmuc Interesting discussion, but my only contribution to it is to suggest that Ramey might prefer being referred to as "she", rather than "he"!
Have a pleasant evening!
Alastair Naughton (X) Jun 28, 2012:
@dkfmmuc Take it easy! Have a good one ;-)
Best,
Alastair
dkfmmuc Jun 28, 2012:
@Alastair: Thanks for your post Yes, I see both positions. Would like to send all of you a field of energy and imagination :-)
Just let me borrow some words from Ramey Rieger. In case of another question he has said that he has often been shot down in KuDoz!

So just let us avoid such situations. This week is again too short for struggling - at least in this case.

So pse accept If I don´t further comment. Just sending out a field of positive energy to all of you.

Best regards dkfmmuc
Alastair Naughton (X) Jun 28, 2012:
Hallo dkfmmuc! I appreciate the KudoZ platform is a great opportunity to discuss terminology. Like you I also appreciate that I will not always know all the answers. That is what we're here for - to help each other out. However Jeux de Mots' post has quite an irate tone to it, hence the robust response. It starts with "Since when......." As a native English speaker, she should know this is quite a provocative opening. Furthermore, "would you refuse..........just because" implies I have no valid reason for refusing to use a term. Lastly, I never suggested she should use a "make-it-up-as-you-go-along" approach, but this is what she seems to suggest that I did say. That is why I take such offence at her reply. Fair enough, you and I disagree, but this remains civil, and I respect what you say. I'm sure you can see the difference.
dkfmmuc Jun 28, 2012:
Dear Alastair! I enjoy the KudoZ platform as a great opportunitty to exhange knowledge, share information and enhancing the business. Sometimes it´s a very simple question (like a stud partition wall - which I didn´t know at that time) sometimes very sophisticated. Here at proz.com many colleagues help others. So I think it will help noone if you are miffed by the contribution of Jeux de Mots.

As a translator I will never know all words, terms and specialties. And therefore I appreciate people enlarging my knowledge or correcting false info. That´s the way we will create value for all. Sharing the knowledge and boosting the business.
Alastair Naughton (X) Jun 27, 2012:
Kaufbeeinflusser @ Jeux de Mots: First off, calm down. I looked up "influencer" in Ask Oxford and The Free Dictionary (both up-to-date online resources) and it did not exist in either. However, I looked up "purchase influencer" and it does come up, so hands up, BUT NOT in the sense that is meant here. Do a google search and you will see it defined as things like the media, social networks, friends, previous experience etc. Look at this Nielsen article on product infuencers to prove the point. It includes "window shopping", "word of mouth". It says nothing about the people who have influence on purchasing decisions. On the other hand "Key Decision Makers" can act alone or in groups. Look at this article on identifying key decision makers.
http://www.evancarmichael.com/Marketing/4161/Identify-the-Ke...

Depending on the size of the group, they may or may not have input into the ultimate decision. (May be the one person who says YES/NO to a purchase, may be a committee that carries out the same function, or may even be as big a group as the end users, who still have some influence over purchasing decisions, albeit more limited).

I stand by what I said.
Sarah Bessioud Jun 27, 2012:
@ Alastair Since when has the word "influencer" been erased from the dictionary? It's still alive and kicking in my printed edition of the Oxford! However, you raise an interesting point. Would you refuse to use an established marketing term just because it isn't an official word in the dictionary? I don't suggest a make-it-up-as-you-go-along strategy, but there are certainly many marketing terms that have been coined over recent years that have not made it into the dictionaries yet.
Alastair Naughton (X) Jun 27, 2012:
Diejenigen, die Einfluss haben Das Wort "influencer" gibt es im Englischen nicht. Sieh' mal in "Ask Oxford" oder "The Free Dictionary" nach. Es wird ganz unten als Derivativ angegeben, aber als Nomen ist es nicht in der Liste aufgeführt. Man spricht von "influence" und dement. von denjenigen die Einfluss ausüben. Diejenigen, die Einfluss haben sind zwangsläufig diejenigen, die die wichtigsten Entscheidungen treffen, sprich' diejenigen die einen Kauf entweder genehmigen oder eben nicht. Daher spricht man von "Key Decision Makers".
dkfmmuc Jun 26, 2012:
Unterschiedliche Ansprache Deshalb gibt es auch unterschiedliche Ansätze & Werbematerialien für den Entscheider beim Kauf (decision maker) und den Beeinflusser (influencer).

Auch im Reise-/Fluggesellschaften-Bereich wird dies deutlich: Zwar werden insbeosndere bei großen Accounts die Firmenkundenkonditionen zentral verhandelt. Dennoch gibt die Fluggesellschaft an jeden einzelnen Geshcäftskunden Kunden-/Status-/Meilensammelkarten aus, damit die einzelnen Geschäftsreisenden als Influencer beim eigenen Management auftreten und so die Abwanderung auf Billigfluggesellschaften verhindern.

Hoffe das hilft weiter.
dkfmmuc Jun 26, 2012:
Verschiedene Zielgruppen im Marketing Dieser Begriff wird deutlich, wenn man sich den Beschaffungsprozess im Unternehmen ansieht. Zwar wird der Kaufvertrag letztendlich von einem Abteilungsleiter bzw. Prokuristen und einem weiteren Mitarbeiter abgeschlossen.

Letztendlich darf man aber den eigentlichen Verwender oder denjenigen, der täglich mit dem neuen Gerät umgeht, nicht vergessen. Der Facharbeiter an der Maschine kann so durch sein Qualitätsurteil das Management durchaus in der Entscheidung beeinflussen.

Also relativ einfach: Beeinflusser -> influencer

Proposed translations

+7
28 mins
Selected

(purchase) influencer

This is the person who influences the purchase decision.

For example, secretaries may be the people to convince if selling photocopiers to a company, although the person who actually makes the purchase may be the purchasing director (who has little knowledge about the demands made on a photocopier). The influencer has a certain amount of influencing power to sway the purchase decision. In a similar way, children are often important influencers for toys, but it's the parents who invariably end up making the purchase.



--------------------------------------------------
Note added at 30 mins (2012-06-26 10:12:20 GMT)
--------------------------------------------------

This is quite a concise outline of the different roles of people involved in the buying decision - hope it helps!

http://www.provenmodels.nl/550

A buying centre includes all members of the purchasing organisation who play any of six roles in the purchase process:
INITIATOR first identifies the need to buy a particular product or service to solve an organisational problem;
INFLUENCER (their) views influence the buying centre's buyers and deciders;
DECIDER ultimately approves all or any part of the entire buying decision -- whether to buy, what to buy, how to buy, and where to buy;
BUYER holds the formal authority to select the supplier and to arrange terms of condition;
USER consumes or uses the product or service;
GATEKEEPER controls information or access or both, to decision makers and influencers.
Peer comment(s):
agree Colin Rowe : Sounds good to me – see reference below.
24 mins
Thanks Colin
agree writeaway : not much else it could unless there is a hidden surprise somewhere
29 mins
Thanks writeaway. (This could be the case, but it's well hidden if it is)
agree dkfmmuc : Agree and thanks for the update with the provenmodels and all the types of people involved.
1 hr
Thanks dkfm
agree Usch Pilz
2 hrs
Danke Usch
agree Ramey Rieger (X)
5 hrs
Thanks Ramey
agree Rosa Paredes
19 hrs
Thank you Rosa
agree Maja_K
22 hrs
Thank you Maja
Something went wrong...
4 KudoZ points awarded for this answer.
-1
11 hrs

Key Decision Maker

At the end of the day, business is about buying and selling products or services. The process is all about what influences are at play in when making these decisions, and, as well as this, who makes these decisions.
Example sentence:

"Identifying key decision-makers early in the sales cycle improves the probability of success because more doors open when the seller is introduced to the key decision-maker."

In order to be able to convince the key decision makers, it is essential to be thoroughly prepared and at least appear confident.

Reference:

http://www.startribune.com/jobs/11398891.html

Peer comment(s):
disagree dkfmmuc : Sorry to disagree. But the influencer and the key decision maker is NOT the same person. Especially not within the framework of marketing/selling strategies of the B2B market.
16 hrs
Sorry to disagree but no. A google search of "purchase influencer" comes up with things like social media, previous experience etc. If you don't like Key Decision Maker you could have "Major Stake Holder".
Something went wrong...
-1
1 day 6 hrs

Major Stakeholder

It seems that Key Decision Makers is not accepted as an answer. In that case I suggest the more general "Major Stakeholder". A Stakeholder is defined as "groups / individuals that are affected by and/or have an interest in the operations and objectives of the business", so not the Key Person who says YES/NO. Might have crucial input, might not, but does have an interest.

A "Major Stakeholder" is however someone who does have a major input. S/he might not be the one person who says YES/NO, but will have a major influence on that decision.

Example sentence:

Identify the Major Stakeholder (One step in a 10 step plan of decision making).

Reference:

http://tutor2u.net/business/accounts/stakeholder_theory.htm

http://www.authenticityconsulting.com/misc/long.pdf

Peer comment(s):
disagree dkfmmuc : 100 % disagree.
15 hrs
Something went wrong...
3 days 5 hrs

successful/proven closers

Aside from Kaufbeeinflusser being an awful construct, I think they mean to learn from successful salesmen, that is, people who are not just good at demonstrating and promoting merchandise, but who will actually CLOSE the sale. That's why in "help wanted" columns for salesmen, the advertiser always stresses "must be proven closer", i.e. getting the customer to sign on the dotted line.
Something went wrong...
6 days

markete(e)r

Marketer
A person or company that conducts activities in order to acquire and retain customers or clients. This may include basic courtesies like returning phone calls and taking meetings. Very often, however, a marketer conducts large, expensive campaigns to encourage as many people as possible to buy a certain product. Marketing techniques in the latter instance include buying advertisements in the media, receiving endorsements from well-known experts and/or personalities, and generally aggressively pushing the product onto the target audience.

Farlex Financial Dictionary. © 2012 Farlex, Inc. All Rights Reserved
Something went wrong...

Reference comments

52 mins
Reference:

purchase influencer

Just one example of many:

"A senior engineer, very technically oriented, was most often the purchase influencer. However the purchase decision maker was most often the building owner, a very non-technical business oriented type."

http://media-enterprises.com/MEDIA-ENTERPRISES/portfolio/pri...
Peer comments on this reference comment:
agree dkfmmuc : 100% agree.
33 mins
100% thanks.
agree Sarah Bessioud
1 hr
agree Usch Pilz
1 hr
disagree Alastair Naughton (X) : Google "Purchase Influencer" and you'll get hundreds of his for things like social media, past experience, what friends say, even window shopping. This is not what is meant here.
2 days 1 hr
Keep googling and you'll find hundreds more hits for "purchase influencer" in the context described here.
Something went wrong...
19 hrs
Reference:

influencer

http://www.brandingstrategyinsider.com/market_research/
A company has multiple constituencies when it offers the same product to different market segments. Why is this an important discipline in Marketing? Often times, your direct buyer is not the most important influencer. Children, doctors, relatives and social referential leaders often assume major positions in the purchasing decision.
Something went wrong...
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