市场营销英文术语

市场营销英文术语市场market市场营销marketing需求demand商品goods服务service顾客满意customersatisfaction顾客价值customervalue交易transaction营销者marketer生产观念productionconcept产品观念productconcept推销观念sellingconcept市场营销观念marketingconcept社会营销观念socialmarketingconcept顾客customer顾客让渡价值customerdeliveredvalue顾客总价值totalcustomervalue顾客总成本totalcustomercost顾客满意customersatisfaction维系顾客keepcustomer关系营销relationshipmarketing全面质量管理totalqualitymarketing市场营销环境marketingenvironment微观环境microenvironment宏观环境macroenvironment市场机会marketopportunity愿望竞争者desiredcompetitors属类竞争者genericcompetitor产品形式竞争者productcompetitor目标市场targetmarket市场营销组合marketingmix情绪moods情绪emotion消费者行为customerbehavior文化culture人口统计因素demographies参照群体referencegroup角色模型rolestereotype知觉perception认知学习cognitivelearning动机motive个性personality态度attitude自我概念self-concept生活方式lifestyle组织市场organizationalmarket企业市场businessmarket非营利组织市场non-profitorganizationalmarket政府市场governmentmarket直接再购straightrebuy修正再购modifiedrebuy新任务采购newtask购买中心buyingcenter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marketinginformation营销信息系统marketinginformationsystemMIS市场调研marketresearch描述性调研predictiveresearch解释性调研interpretiveresearch市场需求marketdemand市场需求潜量marketdemandpotential企业需求量enterprisedemand企业需求潜量enterprisedemandpotential定性预测qualitativeforecasting定量预测quantitativeforecasting企业战略enterprisestrategy企业使命说明书enterprisestatement战略经营单位strategybusinessunits,SBU波士顿矩阵Bostonmatrix通用电器公司方法theGeneralElectricModel,GE市场吸引力marketattractiveness业务实力businessattractiveness密集型增长战略intensivegrowthstrategies市场渗透marketpenetrationstrategy市场开发marketdevelopmentstrategy产品开发productdevelopmentstrategy一体化增长战略integrativegrowthstrategies前向一体化forwardintegration后向一体化backwardsintegration水平一体化horizontalintegration多角化增长战略diversificationgrowthstrategies同心多角化concentricdiversification水平多角化horizontaldiversification复合多角化conglomerationdiversification市场营销战略marketingstrategy市场营销组合marketingmix市场营销组织marketingorganization职能型组织functionalorganization地区型组织regionalorganization产品管理型组织managerialorganizationofproduct市场管理型组织managerialorganizationofmarket公司与事业部型组织organizationofcorporationandbusinessunit市场营销管理marketingmanagement市场营销计划marketingplanning市场营销方案marketingprogram市场营销控制marketingcontrolling市场竞争marketcompetition完全竞争purecompetition非完全竞争imprecatecompetition垄断竞争monopolisticcompetition市场领导者marketleader市场挑战者marketchallenger市场追随者marketfollower市场补缺者marketingniche市场细分marketsegmentation目标市场targetmarket市场定位marketpositioning无差异性市场策略undifferentiatedmarketingtactics差异性市场策略differentiatedmarketingtactics集中性市场策略concentratedmarketingtactics产品product服务service核心产品coreproduct形式产品actualproduct期望产品expectedproduct延伸产品augmentedproduct潜在产品potentialproduct耐用品durablegoods非耐用品nondurablegoods产品线productline产品项目productitem产品组合productmix产品组合长度productmixlength产品组合宽度productmixwidth产品组合深度productmixdepth产品组合关联度productmixconsistency产品生命周期productlifecycle开发期developmentstage引进期introductionstage成熟期maturitystage衰退期declinestage新产品开发newproductdevelopment产品概念productconcept商业化commercialization包装package包装策略packagestrategy品牌brand品牌命名brandnaming品牌决策brandingdecision统一品牌blanketfamilybrand品牌使用者决策brand-sponsordecision个别品牌individualbrand分类品牌separatefamilybrand多品牌multi-brand统一的个别品牌company/individualbrand合作品牌co-branding品牌设计branddesigning品牌资产brandequity品牌延伸brandextension内涵不变式延伸invariablemeaningextension内涵渐变式延伸gradualchangingmeaningextension品牌管理brandmanagement竞争导向定价competition-drivenpricing折扣定价discountpricing地区定价regionpricing差别定价discriminationpricing撇脂定价skimpricing渗透定价penetrationpricing满意定价neutralpricing尾数定价mantissapricing整数定价integerpricing招徕定价fetch-inpricing声望定价prestigepricing目标收益定价法target-returnpricing认知价值定价法perceived-valuepricing价值定价法valuepricing通行价格定价法going-ratepricing分销渠道distributionchannel中间商intermediate分销渠道设计distributionchanneldesign实体分配physicaldistribution渠道冲突channelconflictcha15促销策略促销promotion促销策略promotionpolicies理性诉求rationalappeals情感诉求emotionalappeals道德诉求moralappeals大众传播媒体massmedia气氛atmosphere事件event量力支出法affordablemethod销售额百分比法percentage-of-salesmethod竞争对等法competitive-paritymethod目标任务法objective-taskmethod广告advertising人员推销personalselling公共关系publicrelations营业推广salespromotion促销组合promotionmix推动策略pushstrategy拉引策略pullstrategy广告目标mission告知性广告informationadvertising劝告性广告persuasiveadvertising提示性广告reminderadvertising整合营销传播integratedmarketingcommunication服务service服务核心产品coreproduct服务附加产品supplementproduct服务的无形性intangibilityofservice服务体验属性experienceattributes服务的信任度属性credenceattributes服务的有形展示physicalevidence关系营销relationshipmarketing体育营销sportsmarketing网络营销networkmarketing会展营销exhibitionmarketing文化营销culturalmarketing