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1、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customer satisfaction顾客价值customer value 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social marketing concept顾客 customer 顾客让渡价值customer delivered value顾客总价值total customer
2、 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全面质量管理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 competitor产品形式竞争者product competitor目标市场target
3、 market市场营销组合marketing mix情绪moods 情绪emotion消费者行为customer behavior文化culture 人口统计因素demographies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非营利组织市场non-profit organiza
4、tional market政府市场government market直接再购straight rebuy 修正再购 modified 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market research描述性调研predictive research解释性调研interpretive
5、research市场需求market demand市场需求潜量market demand potential企业需求量enterprise demand企业需求潜量enterprise 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enterprise statement战略经营单位strategy business units,SBU波士顿矩阵Boston matrix通用电器公司方法the General Electric Model,
6、GE市场吸引力market 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backwards integration水平一体化horizontal integration多角化增
7、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
8、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pure competition非完全竞争imprecate competition垄断竞争monopolistic competition市场领导者marke
9、t leader 市场挑战者market challenger市场追随者market follower 市场补缺者marketing niche市场细分market segmentation目标市场target market市场定位market positioning无差异性市场策略undifferentiated marketing tactics差异性市场策略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 p
10、roduct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产品组合长度product mix length产品组合宽度product mix width产品组合深度product mix depth产品组合关联度product mix consistency产品生命周期product life cycle开发期development stage 引
11、进期introduction 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package 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分类品牌separate family brand多品牌mul
12、ti-brand统一的个别品牌company/individual brand合作品牌co-branding 品牌设计brand designing品牌资产brand equity 品牌延伸brand extension内涵不变式延伸invariable meaning extension内涵渐变式延伸gradual changing meaning extension品牌管理brand management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 prici
13、ng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 招徕定价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distributio
14、n channel design实体分配physical distribution渠道冲突channel conflictcha15 促销策略促销promotion 促销策略promotion policies理性诉求rational appeals 情感诉求emotional appeals道德诉求moral appeals大众传播媒体mass media 气氛atmosphere事件event 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
15、-task method广告advertising 人员推销personal selling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劝告性广告persuasive advertising提示性广告reminder advertising整合营销传播integrated marketing communication服务service 服务核心产品core product服务附加产品supplement product服务的无形性intangibility of service服务体验属性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网络营销network marketing会展营销exhibition marketing文化营销cultural marketing