Key words in marketing(市场营销学中的核心词汇)
市场(market)
需求(demand)
市场营销(marketing)
商品(goods)
服务(service)
顾客满意(customer satisfaction)
交易(transaction)
营销者(marketer)
生产观念(production concept)
产品观念(product concept)
推销观念(selling concept)
市场营销观念(marketing concept)
社会营销观念(societal concept)
顾客(customer)
顾客让渡价值(customer delivered value)
顾客总价值(total customer value)
顾客总成本(total customer cost)
顾客满意(customer satisfaction)
维系顾客(keep customer)
关系营销(relationship marketing)
全面质量营销(total quality marketing)
市场营销环境(marketing environment)
微观环境(micro environment)
宏观环境(macro environment)
市场机会(market opportunity)
愿望竞争者(desired competitors)
属类竞争者(generic competitors)
产品形式竞争者(product competitors)
品牌竞争者(brand competitors)
公众(publics)
目标市场(target market)
市场营销组合(marketing mix)
情绪(moods)
消费者行为(customer behavior)
文化(culture)
人口统计因素(demographics)
社会阶层(social class)
亚文化(subculture)
参照群体(reference group)
角色模型(role stereotype)
知觉(perception)
认知学习(cognitive learning)
动机(motive)
个性(personality)
情绪(emotion)
态度(attitude)
自我概念(self-concept)
生活方式(life style)
组织市场(organizational market)
企业市场(business market)
非营利组织(non-profit organization)
非营利组织市场(non-profit organization market)
政府市场(government market)
直接再购(straight rebuy)
修正再购(modify rebuy)
新任务采购(new task)
购买中心(buying center)
倡议者(initiators)
使用者(users)
影响者(influencers)
决定者(deciders)
购买者(buyers)
控制者(gatekeepers)
营销信息(marketing information)
营销信息系统(marketing information system , MIS)
市场调研(marketing research)
描述性调研(descriptive research)
解释性调研(interpretive research)
预测性调研(predictive research)
市场需求量(market demand)
企业需求量(market demand potential)
定性预测(qualitative forecasting)
定量预测(quantitative forecasting)
企业战略(enterprise strategy)
企业使命说明书(mission statement)
战略经营单位(strategic business units , SBU)
波士顿矩阵(Boston matrix)
通用电器公司方法(the General Electric Model , GE)
市场吸引力(marketing attractiveness)
业务实力(business attractiveness)
密集型增长战略(intensive growth strategies)
市场渗透(market penetration strategy)
市场开发(market development strategy)
产品开发(product development strategy)
一体化增长战略(integrative growth strategies)
前向一体化(forward integration)
后向一体化(backward integration)
水平一体化(horizontal integration)
多角化增长战略(diversification growth strategies)
同心多角化(concentric diversification)
水平多角化(horizontal diversification)
复合多角化(conglomeration diversification)
市场营销战略(marketing strategy)
市场营销组合(marketing mix)
市场营销组织(marketing organization)
职能型组织(functional organization)
地区型组织(regional organization)
产品管理型组织(managerial organization of product)
市场管理型组织(managerial organization of market)
公司与事业部型组织(organization of corporation and business unit)
市场营销管理(marketing management)
市场营销计划(marketing planning)
市场营销方案(marketing program)
市场营销控制(marketing controlling)
市场竞争(market competition)
完全竞争(market leader)
非完全竞争(imprecate competition)
垄断竞争(monopolistic competition)
市场领导者(market leader)
市场挑战者(market challenger)
市场追随者(market follower)
市场补缺者(market niche)
市场细分(market segmentation)
目标市场(target market)
市场定位(market positioning)
无差异性市场战略(undifferentiated marketing tactics)
差异性市场战略(differentiated marketing tactics)
集中性市场策略(concentrated marketing tactics)
产品(product)
服务(service)
核心产品(core product)
形式产品(actual product)
期望产品(expected product)
延伸产品(augmented product)
潜在产品(potential product)
耐用品(durable goods)
非耐用品(nondurable goods)
产品线(product line)
产品项目(product item)
产品组合(product mix or product assortment)
产品组合的长度(product mix length)
产品组合的深度(product mix depth)
产品组合的关联度(product mix consistency)
产品生命周期(product life cycle)
开发期(development stage)
引进期(introduction stage)
成长期(growth stage)
成熟期(maturity stage)
衰退期(decline stage)
新产品开发(new product development)
产品概念(product concept)
商业化(commercialization)
包装(package)
包装策略(packaging strategy)
品牌(brand)
品牌命名(brand naming)
品牌决策(branding decision)
统一品牌(blanket family brand)
品牌使用者决策(brand-sponsor decision)
个别品牌(individual brand)
多品牌(multi-brands)
统一的个别品牌(company/individual brand)
合作品牌(co-branding)
品牌资产(brand equity)
品牌设计(brand designing)
品牌延伸(brand extension)
内涵不变式延伸(gradual changing meaning extension))
品牌管理(brand management)
成本导向定价(cost-driven pricing)
需求导向定价(demand-driven pricing)
竞争导向定价(competition-driven pricing)
折扣定价(discount pricing)
地区定价(region pricing)
差别定价(discrimination pricing)
撇脂定价(skim pricing)
渗透定价(penetration pricing)
满意定价(neutral pricing)
尾数定价(mantissa pricing)
整数定价(integer pricing)
招来定价(fetch-in pricing)
声望定价(prestige pricing)
目标收益定价法(target-return pricing)
认知价值定价法(perceived-value pricing)
价值定价法(value pricing)
通行价格定价法(going-rate pricing)
分销渠道(distribution channel)
中间商(intermediate)
分销渠道设计(distribution channel disign)
实体分配(physical distribution)
渠道冲突(channel conflict)
促销(promotion)
促销策略(promotion policies)
情感诉求(emotional appeals)
理性诉求(rational appeals)
道德诉求(moral appeals)
大众传播媒体(mass media)
气氛(atmosphere)
事件(events)
量力支出法(affordable method)
销售额百分比法(percentage-of-sales method)
竞争对等法(competitive-parity method)
目标任务法(objective-task method)
广告(advertising)
公共关系(public relations)
营业推广(sales promotion)
促销组合(promotion mix)
推动策略(push strategy)
拉引策略(pull strategy)
广告目标(mission)
告知性广告(information advertising)
劝说性广告(persuasive advertising)
提示性广告(reminder advertising)
整合营销传播(integrated marketing communication)
接触管理(contact management)
人员推销(personal selling)
服务(service)
服务核心产品(core product)
服务附加产品(supplementary product)
整合服务营销(integrated service marketing)
服务的无形性(intangibility of service)
服务的体验属性(experience attributes)
服务的信任度属性(credence attributes)
服务的有形展示(physical evidence)
关系营销(relationship marketing)
体育营销(sports marketing)
绿色营销(green marketing)
城市营销(city marketing)
网络营销(network marketing)
会展营销(exhibition marketing)
文化营销(cultural marketing)