市场营销第十三版1-5章专业术语翻译教学提纲

第一章

Marketing市场营销 Needs需要 Wants欲望 Demands需求 Market offering市场供应Marketing myopia营销短视 Exchange交换Market市场 Marketing management市场营销管理Production concept生产概念Product concept产品观念 Selling concept推销概念Marketing concept市场营销观念Societal marketing concept社会营销概念Customer relationship management顾客关系管理Customer-perceived value顾客认知价值Customer satisfaction顾客满意度 Consumer-generated marketing消费者产生的营销Partner relationship management伙伴关系管理Customer lifetime value顾客终生价值Share of customer顾客份额 Customer equity顾客资产 Internet互联网

第二单元

Strategic planning 战略规划 mission statement 使命陈述 business portfolio业务组合portfolio analysis 组合分析growth-share matrix 增长一份额矩阵product/market expansion grid产品/市场扩张矩阵market penetration 市场渗透 market development 市场开发product development 产品开发diversification 多元化downsizing 精简战略value chain 价值链 value delivery network 价值递送网络marketing strategy 市场营销战略 market segmentation市场细分 market segment 细分市场market targeting 市场营销战略positioning 定位differentiation 差异化marketing mix 市场营销组合 SWOT analysis SWOT分析 marketing implementation 市场营销执行 marketing control 营销控制 return on marketing investment 市场营销投资回报率

第3章

Marketing environment 市场营销环境 microenvironment微观环境

Macroenvironment 宏观环境 marketing intermediaries营销中介

Public公众 demography人口统计

Baby boomers婴儿潮 generation X一代

Millennials(generation Y) Y一代 economic environment经济环境

Engel’s laws恩格尔定律 natural environment自然环境

Environmental sustainability环境的可持续发展

technological environment技术环境Political environment 政治环境cultural environment人文环境

第四章

Customer insights 顾客洞察力（见解） marketing information system 市场营销信息系统

internal databases内部报告系统marketing intelligence营销情报系统marketing research 市场营销调研 Exploratory research探测性调研descriptive research描述性调研 Secondary data 二手资料commercial online databases在线商业数据库 Observational research 观察调研 ethnographic research 人种调研 Survey research调查研究 experimental research实验调研 Focus group interviewing 焦点小组访谈online focus groups在线焦点小组访谈Sample样本

customer relationship management客户关系管理

第五章

Consumer buyer behavior 消费者购买行为Consumer market 消费者市场 Culture 文化Subculture 亚文化 Social class 社会阶层 Group 群体 Opinion leader 意见领袖Online social networks 在线社交网络Lifestyle 生活方式Personality 个性 Brand personality 品牌个性 Motive (drive) 动机Perception 认知过程 Learning学习Belief 信仰Attitude 态度Complex buying behavior 复杂购买行为Dissonance-reducing buying behavior 不和谐的购买行为Habitual buying behavior 习惯性的购买行为Variety-seeking buying behavior 追求多样化的购买行为Need recognition 需求识别Information search 信息搜索Alternative evaluation 另类评估Purchase decision 购买决策Postpurchase behavior 购后行为Cognitive dissonance 认知失调New product 新产品Adoption process开发过程

第一章

Marketing市场营销 p29

The process by which companied create value for customers and build strong customer relationships in order to capture value from customers in return.

企业为消费者创造价值并建立良好的顾客关系，以此从消费者身上获取利益作为回报的过程。

Needs需要 p30

States of felt deprivation.

感到缺乏（某种事物）的状态

Wants欲望 p30

The form human needs take as shaped by culture and individual personality.

个人受不同文化及个人性格影响所表现出来的人们的特定的需要。

Demands需求 p30

Human wants that are backed by buying power.

由购买力支持的人们的需求。

Market offering市场供应 p30

Some combination of products, services, information, or experiences offered to a market to satisfy a need or want.

一些产品，服务，信息或经验的组合，他们被提供到市场中来满足一种需要或需求。Marketing myopia营销短视 p30

The mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products.

在一个公司提供的特定产品上花费更多的注意力，而不是那些产品所产生的利益和经验的一种错误。

Exchange交换 p31

The act of obtaining a desired object from someone by offering something in return. 从某人处获得所需之物，并以自己的某种东西作为回报的行为。

Market市场 p31

The set of all actual and potential buyers of a product or service.

某个产品或服务的实际购买者和潜在购买者的集合。

Marketing management市场营销管理 p32