市场营销

现金牛-low-growth，high-share business or products； established and successful unit that generate cash that the company uses to pay its bills and support other business units that need investment.

复杂购买行为-consumer buying behavior in situations characterized by high consumer involvement in a purchase and significant perceived differences among brands.

消费市场 all the individual and househlods who buy or acquire goods and services for personal consumption.

核心产品 the problem-solving services or core benefits that consumers are really buying when they obtain a product.

顾客满意 the extent to which a product’s perceived performance matches a buyer’s expectations. If the product’s performance falls short of expectations, the buyer is dissatisfied. If performance matches or exceeds expectations, the buyer is satisfied or delighted.

顾客价值 the consumer’s assessment of the product’s overall capacity to satisfy his or her needs.

衰退阶段decline stage: the product life-cycle stage at which a product’s sales decline

需求 human wants that are backed by buying power.

和谐型购买行为Dissonance-reducing buying behavior :consumer buying behavior in situations characterized by high involvement but few perceived differences among brands.

耐用产品Durable product :a consumer product that is usually used over an extended period of time and that normally survives many uses.

成长阶段Growth stage: the product life-cycle stage at which a product’s sales start climbing quickly.

习惯购买行为Habitual buying behavior :consumer buying behavior in situations characterized by low consumer involvement and few significant erceived brand differences.

个性化营销Individual marketing:tailoring products and marketing

programmes to the needs and preferences of individual customers.

发起者Initiator:the person who first suggests or thinks of the idea of buying a particular product or service.

中间商-intermediaries:distributiong channel firms that help the company find customers or make sales to them , including wholesalers and retailers that buy and resell goods.

Introduction stage-导入期:the produc life-cycle stage when the new product is first distributed and made available for purchase.

Life-cycle segmentation 生命周期细分:offering products or marketing approaches that recognize the consumer’s changing needs at different stages of their life.

宏观环境macro-environment:the larger societal forces that affect the whole microenvironment-demographic, economic, natural, technological, political and cultural forces.

市场挑战者market challenger:a runner-up firm in an industry that is fighting hard to increase its market share.

市场领先者market leader:the firm in an industry with the largest market share; it usually leads other firms in price changes, new product introductions, distribution coverage and promotion spending.

利基市场者market nicher:a firm in an industry that serves small segments that the other firms overlook or ignore.

市场渗透market penetration:a strategy for increasing sales of current products to current market segments. This is achieved by inning over competitors’ customers, acquiring a competitor and or increasing product usage rate.

市场渗透定价market-penetration pricing:setting a low price for a new product in order to attract large numbers of buyers and a large market share.

市场定位market positioning:arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers; formulating competitive positioning for a product and a detailed marketing mix.

市场细分marketsegmentation:dividing a market into distinct groups of buyers with different needs, characteristics or behavior, who might require separate products or marketing mixes.

市场撇脂定价market-skimming pricing:setting a high price for a new product to skim maximum revenuses layer b layer from the segments willing to pay the high price; the cmpany makes fewer but more profitable sales.

营销环境marketing environment:the combined influences of all the factors external to a company that could affect its sales.

营销策略组合marketing mix:refering to the way in which the seven key parts of a company’s marketing policy are combined to achieve its objectives.The seven elements, sometimes called the 7ps are:product, price place, promotion, physical evidence, participant and process.

营销短视marketing myopia:a failure to define an organization’s purpose in

terms of its function from the consumers’ point of view.

大众营销mass marketing:using almost the same product, promotion and distribution for all consumers.

成熟阶段maturity stage:the stage in the product life cycle where sales growth slows or levels off.

微观环境microenvironment the forces close to the company that affect its ability to serve its customers-the cmopany, market channel firms, customer markets, competitors and publics.

利基营销niche marketing:-adapting a company’s oferings to more closely matching the needs of one or more segments where there is often little competition.

非耐用品non-durable product:a consumer product that is normally consumed in one or a few uses.

问号类questions marks：low-share business units in high-growth markets that require a lot of cash in order to hold their share or become stars.

相关群体reference groups: groups that have a direct(face to face) or indirect influence on the person’s attitudes or behavior.

亚文化subculture:a group of people with shared value systems based on

common life experiences and situations.

SWOT分析SWOT analysis:a distillation of the organizational strengths and weaknesses and the opportunities and threats facing the company.

总顾客成本total customer cost:the total of all the monetary, time, energy and psychic coss associated with a marketing offer.

总顾客价值total customer value:the total of a product or service that would be bought by a defined consumer group in a defined geographic area, in a defined time period, in a defined marketing environment under a defined level and mix of industry marketing effort.

交易transaction:a trade between two parties that involves at least two things of value, agreed-upon conedition, a time of agreement and a place of agreement.

多变型购买行为variety-seeking buying behaviour:consumer buying behavior insituations characterized by low consumer involvement, but significant perceived brand differences.