benchmarketing

Etymology
In both senses, ; but the two appear to have formed independently.

Noun

 * 1)  The misleading use of unrepresentative benchmark software results in marketing a computer system.
 * 2)  The imitation of an aspect of another business where it is seen to excel, such as in supply-chain management or customer service.

Translations

 * Polish:, badania porównawcze, analiza porównawcza