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Marketingconcept营销观Marketingplanning营销计划Productionorientation生产导向的营销观Marketpenetrationstrategies市场渗透战略Productdevelopmentstrategies产品开发战略Marketingmix营销组合Blueprint规划蓝图Equilibrium均衡Implementation执行，实施Portfolioplan组合计划Cross-functionalteam跨部门团队Strategyplanning战略计划Customerorientation顾客导向的营销观Sellingorientation销售导向的营销观Marketdevelopmentstrategies市场开发战略Diversification多样化战略Strategicbusinessunit（SBU）战略事业单位Mission企业宗旨Mortgage抵押，抵押品Competitiveadvantage竞争优势Lineofproducts产品系列Marketingresearch市场调查Primarydata第一手资料，原始资料Qualitativeresearch定性研究Focusgroup典型群体访谈法，焦点小组访谈法Observationalresearch观测调查Experimentalresearch实验调查Companyresearch本公司调查Coding编码Inventory库存Marketingdecisionmaking营销决策Secondarydata第二手资料Quantitativeresearch定量研究Longinterview长时间访谈法Surveyresearch考察研究Mathematicalmodeling数学建模Contractresearch委托合同调查Testmarketing试销Consumerbehavior消费行为Convenience-orientedproducts便于使用的产品Subculture亚文化Discretionaryspending可自由支配的个人开支Socialclass社会阶层Expenditurepattern消费支出模式Value-consciousconsumer注重价值的消费者Productinvolvement产品介入程度Extensivedecisionmaking广泛决策Routinedecisionmaking例行决策Cognitivedissonance认知失调，认知不一致Determinant决定因素Homogeneity同质性Babyboomer生育高峰儿Referencegroup参照群体Familylifecycle家庭生命周期Low-involvementproduct低度介入产品Alternative可供选者的产品Limiteddecisionmaking有限决策Postpurchasedissonance购后失调Disconfirmationparadigm预期不一致规范Organizationalbuyer机构购买者Reseller分销商Retailer零售商Straightrebuy直接在采购Newtaskpurchase全新采购Purchasingrole采购人员角色Organization-specificfactor组织特定因素Competitivebid竞标Vendoranalysis供应商分析Intermediary中介商Wholesaler批发商Nonprofitorganization非营利机构Modifiedrebuy调整再购Structuralinfluence结构性影响因素Buyingcenter采购中心Solesourcing唯一供方的采购Roleperception角色认知Marketsegmentation市场细分Priorisegmentation事前市场分析Segmentationdimension市场细分标准Psychographicsegmentation心理细分Productpositioning产品定位Targetmarket目标市场Posthocsegmentation事后市场分析Benefitsegmentation利益细分Geodemographicsegmentation地理人口细分Marketniche市场缝隙Tangibleproduct有形产品Genericproduct一般产品Performance产品性能Durability耐用性Serviceability维护保养的方便性Productmix产品组合Brandextension品牌扩展Dualbranding双重品牌战略，共有品牌战略Brandequity品牌资产Extendedproduct延伸产品Marketingmyopia营销短视Reliability可靠性Aesthetics有美感Conformancetospecifications规格一致Lineextension产品线延伸Franchiseextension特许经营权扩展Multibranding多品牌战略Productaudit产品审核Ideageneration创意的形成Strategicalliance战略联盟Commercialization商业化Marketshare市场份额Warranty质量担保Ideascreening创意的筛选Projectplan项目规划Timetomarket上市时间Guarantee质量保证书