Vertical market 垂直市场的定义
市场营销专业英语5
Part 1 terms1. value network:价值网络Value network is a system of partnerships and alliances that a firm creates to source, augment, and deliver its offering.2 marketing channels:营销渠道(distribution channel: 分销渠道)marketing channels (also called trade or distribution channels), sets ofinterdependent (相互联系) organizations involved in the process of making a product or service available for use or consumption.它是产品或者服务在投入使用或者消费的过程中涉及到的一系列相互联系得组织。
3. channel level: 渠道层次 direct selling:直接销售A zero-level channel (also called a direct-marketing channel) consists of a manufacture selling directly to the final customer through Internet selling, door-to-door sales, home parties, mail order, telemarketing, TV selling, and other methods.零级渠道也成为直接营销渠道是指生产商通过互联网销售、上门推销、家庭聚会、邮寄、电话销售、电视直销和其他方式直接将产品销售给消费者A one-level channel contains one selling intermediaries, such as a retailer. 一级渠道包括一个销售中介。
市场营销期末复习重点名词解释
市场营销期末复习重点名词解释适应型销售(adaptice selling):一种需要—满足展示的模式,即不断调整产品销售以适应销售情景,例如了解何时提供解决方案以及何时询问更多的信息等。
广告(advertising):组织、商品、服务或创意的非人员展示和促销活动,由明确的发起者以付费方式进行。
品牌资产(brand equity):品牌名称赋予产品的超过其提供功能价值的附加价值。
品牌许可(brand licensing):一家公司(许可方)允许另一家公司(被许可方)通过缴纳特许费的形式在产品或服务中使用其品牌名称或商标而签署的协议。
品牌忠诚(brand loyalty):对某一品牌抱有偏爱态度并持续购买。
品牌个性(brand personality):把品牌名称和人性化特征相联系。
品牌化(branding):组织运用名字、短语、设计、符号或它们的组合来确定产品并将其与竞争产品区分开来。
事业营销(cause marketing):通过某种产品的促销活动,将企业的慈善贡献与该活动创造的销售收入直接联系起来。
渠道冲突(channel conflict):当一个渠道成员认为另一个渠道成员的行为会阻碍目标实现时所引起的冲突。
渠道首领(channel captain):负责协调、指导和支持其他渠道成员(生产商、批发商或零售商)。
渠道伙伴关系(channel partnership):渠道成员之间建立的协议和程序,目的是通过渠道实现向生产者订货并将产品实体分销给最终消费者。
传播渠道(channel of communication):沟通过程中将信息传递给接收者的方法(例如销售人员、广告媒体或公共关系等)。
传播(communication):将信息传递给他人的过程,需要六个要素:信息源、信息、传播渠道、接收者、编码和解码。
考虑集合(consideration set):消费者从知道的所有产品品牌中选出可接受的一组品牌清单。
品牌延伸分类
品牌延伸分类品牌延伸分类The classification of Brand extensions按照不同的标准,可以把品牌延伸划分成线延伸和⼤类延伸,以及垂直延伸和⽔平延伸.其中, 把品牌延伸划分成线延伸和⼤类延伸,是⼀种⽐较成熟的分类⽅法,也得到了国外学者的⼴泛赞同。
In the light of different standards, the brand extends could be divided into line extensions and categories extensions, as well as the vertical extensions and horizontal extensions. Among them, dividing the brand extension into line extensions and categories extensions, is a more mature classification method and get the approval of foreign scholars widely at the same time.线延伸和⼤类延伸:具体来说,线延伸是指母品牌在原产品领域⾥,为新的细分市场开发新产品。
Linear extensions and categories extensions: specifically speaking-- linear extensions refers to the mother brand developing new products for new segments of the market in the original field.因为线延伸是同⼀类别的延伸,因⽽线延伸的新产品与原产品往往只在⼝味、包装规格、成分等⽅⾯存在微⼩差别。
Because the line extension is the extension of same category, so there always existing tiny differences in taste, packing specifications, ingredients between the new products and the original of line extensions.⽽⼤类延伸指母品牌开发的新产品超出原有领域,延伸⾄另⼀产品类别。
跨境电商中为什么说垂直型外贸电商是未来主流
跨境电商中为什么说垂直型外贸电商是未来主流垂直型外贸B2C商城是主要提供某个领域所需要的产品和相关服务的外贸商城;综合类外贸B2C商城,顾名思义就是做多种品牌和产品的商城。
前者类似于专卖店,后者则类似于百货商城。
垂直型外贸商城的优点垂直型外贸商城的服务更加专业,用户体验更好。
垂直型外贸商城做单一种类的产品,能够满足这一客户群体的所有需求,在服务上,能够提供给客户更多的选择。
例如客户在收到商品后不会用想退货,商城的客服便会先提供专业的指导,而不是直接退货。
商城在长尾关键词的搜索上能更加精准,有利于提升商城购买率;在客户遇到问题的时候,垂直商城能够给出更多、更专业的解决方案,有利于提升客户的二次购买率。
垂直型外贸商城的推广花费小。
因为垂直型商城集中在某种类型的产品,因此所做的关键词相对较少,广告宣传的花费范围小。
因为是单一种类,所以推广的时候,将更有针对性,能够花更多的心思研究某一产品的客户特点、宣传手段,更精准地投放广告。
从而达到很好的推广宣传。
这种针对性很强的推广,同样能使商城的转化率提高。
对于商家来说,垂直型外贸商城更加稳定。
单一产品在仓储上更加方便,招商难度小,特别是分销模式下,能有更稳定的货源。
同时,统一进货,能在价格上更有优势,更好地维持垂直商城性价比高的优势。
整个销售流程便于操作,出现问题后,外贸电商能够很快调整过来。
综合型外贸商城的优点综合型外贸商城的特点如下:提供的产品多,客户群范围广;但是产品细分不够,也不能够针对某种产品提供给客户专业的服务;商城的灵活性强,能够随着市场变化而调节结构,但同时运营成本比较高;产品种类多,也意味着仓储宣传、人力物力的分散,在推广方面无法做到最好。
未来外贸电商类型的趋势综合型电商是“大而全”,垂直型电商则是“小而精”。
目前各国电商都出现垂直化的特点,就如国内许多综合型电商,都有了垂直细分的趋势。
在未来电商行业里,市场细分,垂直电商的发展空间将更大。
09年时,马云在APEC峰会提出了“因小而美”的理念,预示了未来电商发展的方向。
市场营销英语
市场营销英语篇一:市场营销专业英语单词完整MarketingManagement营销管理NewProductDevelopment新产品开发ServiceIndutryMarketing服务业营销Advertiing广告BuineNegotiation商业谈判InternationalMarketing国际市场营销SaleChannel销售渠道PublicRelationhip公共关系ConumerBehavior消费者行为SytemofManagementInformation管理信息系统MarketingReearch营销调研acceibility可进入性acceoryequipmentmarket附属设备市场accountmanagementpolicie 客户管理策略poitioning定位additiontoe某itingproductline现有产品线的增加adminiteredverticalmarketingytem管理式垂直营销系统marketegmentation市场细分alepromotion销售促进AmericanMarketingAociation美国营销协会annualmarketingplan年度营销计划aurance保证attitudeofconumer消费者态度availability可获得性/供货能力awarene(产品)知晓度/知名度babyboomer婴儿潮出生的一代人backwardchannelforrecycling回收的后向渠道backwardintegration后向垂直一体化banneradvertiement横幅标语广告barcode条形码barter实物交易baicphyicalneed基本生理需要BCGGrow-ShareMatri某波士顿增长-份额矩阵beforetet事前测试BehaviorScanInformationReourceInc.行为扫描信息源公司behavioralanalyi行为分析behavioralhierarchie行为层级benchmarking基准benefitcluter利益群体benefit利益Benz奔驰billing帐单birthrate出生率bluecollar蓝领bottomline底线/盈亏一览结算线brandawarene品牌意识/认知brande某tenion品牌扩展brandloyalty品牌忠诚度brandmark品牌标志brandname品牌名称brandpoitioning品牌定位brandrecognition品牌识别brandtrategie品牌战略brand品牌brandingtrategy品牌化战略branding品牌化brand'equity品牌的价值break-evenanalyi盈亏平衡分析break-evenvolume盈亏平衡产量breathofproductaortment产品线的宽度breathordiverityofproductline产品线的宽度或多样性bribery贿赂BritihAirway英国航空公司broker经纪人budgeting预算bundle 捆绑BureauofCenu人口统计局buinetrengthrating商业能力评分buineplan商业计划buinepoition经营地位buineector商业部门buineervicemarket商业服务市场buinetrategie经营战略buineunittrategy经营单位战略buybackallowance回购折让buybackarrangement产品返销buyer'bargainingpower买方的讨价还价能力buyer采购者buyingbehavior购买行为buyingcenter采购中心buyinginertia购买惯性buyingintention购买意图buyingoffice连锁商店的进货中心buyingpowerinde某(BPI)购买力指数buyingituation采购情况/类型buyingtak采购任务capitalgain资本收益capitalinvetedinproduct产品投入资本Carnival嘉年华cahcow现金牛类cahdicount现金折扣catalogueale目录销售categorizationofperception感知分类categorization分门别类centralization集中化chameleon/follower变色龙/跟随者channelalternative可选择的营销渠道channelconflict渠道冲突channeldeciion渠道决策channelfunction渠道功能channelintitution渠道组织结构channelmanagement渠道管理channelobjective渠道目标channelofditribution分销渠道channelpower渠道权力channel-controltrategie渠道控制战略channel-deigndeciion渠道设计决策channel-managementdeciion渠道管理决策clothingretailer服装零售商co-branding联合品牌codeofethic(职业)道德标准coercivepower强制权cognitivedionance认识的不协调collectionofdata数据收集collection收款co-marketingalliance联合营销联盟conflictandreolutiontrategie冲突和解决战略conformancetopecification与规格一致conformance一致性confrontationtrategy对抗战略conjointmeaurement联合测度法conjunctivemodel联合模型conumerdeciion-making消费者(购买)决策conumergoodchannel消费品分销渠道ConumerGoodPricingAct,USA 美国消费品定价法案conumergood消费品conumermarket消费品市场conumerneed消费者需求conumerpackaged-goodfirm消费者包装食品公司conumerpromotion消费者促销conumertet消费者测试conumer/houeholdmarket消费者/家庭市场conumer'perception消费者感知conumption消费contet竞赛contingencyplanning权变计划contractcontruction契约建筑业contractmanufacturing契约制造业contraction/trategicwithdrawaltrategy收缩/战略性撤退战略contractualentrymode契约式进入模式contractualverticalmarketingytem合约式垂直营销系统contributionmarginanalyi边际贡献(贡献毛利)分析contributionmargin边际贡献controltrategie控制战略conveniencefoodtore便利食品商店conveniencegood便利品convenience服务的便利性CoolWhip清凉维普co-operativeadvertiing合作性广告co-ordinationandconflictreolution协调与冲突解决co-production合作生产corebenefitpropoition(CBP)核心利益方案/提议corollary-datamethod推定数据法corporateHQ公司总部corporatecope公司(经营)范围corporatetrategy公司战略corporateverticalmarketingytem公司式垂直营销系统corporate/intitutionaladvertiing团体/社会公共机构广告correctiveaction矫正行动cotanalyi成本分析coteffectivene成本有效性cotleaderhiptrategy成本领先战略cotofcapital资本成本cotofgoodold(COGS)产品销售成本cotreduction降低成本产品cot-and-volumerelationhip成本-数量关系cot-orientedpricing 成本导向定价法cot-plu/mark-uppricing成本加成/溢价定价法cotandbenefitofmarketingfunction营销职能的成本和效益coverageofgeographicmarket地域性市场的范围coverageofrelevantretailer相关零售商的销售范围credibility信誉creditterm信贷条款criticalaumption关键假设cro-elaticity交叉弹性cutomarypricing习惯性定价法cutomeranalyi顾客分析cutomercontact顾客接触cutomerdemand顾客需求cutomerintimacy顾客亲密度cutomerloyalty顾客忠诚度cutomerneed顾客需要cutomerorganizationofaleforce按客户组织销售队伍cutomerretention顾客维系/保留cutomeratifaction顾客满意度cutomeregmentpricing顾客细分市场定价cutomerervice顾客服务cutomer-orientedpricing顾客导向定价法cutomer'perception顾客感知cutomer'preference顾客偏好cutomer'priceenitivity顾客的价格敏感度cutomizing定制。
国际营销词语搭配
目录Unit One (2)Unit two (2)Unit Three (3)Unit Four (4)Unit five (5)Unit six (6)Unit seven (8)Unit eight (9)Unit nine (11)Unit ten (12)Unit OneNurture: to help a plan, idea, feeling, etc to developStakeholder: one who has a share or an interest, as in an enterprise.End user(终端客户): the person who actually uses a particular product Customers: people, acting as individuals or groups, who buy items for personal useReferral(提名、推荐): an act of sending someone or sth to another place for help, information or a discussionA holistic approach(整体方法): based on the principle that a personor thing is more than just their many small parts added togetherUnit twoIntermediaries(中介): specialists who typically perform similar marketing activities for several producers or other intermediariesManagement fad(管理时尚): management fashionable for a short timeProduction line: an emphasis on attaining its objectives, usually including profit, by organizing an integrating all activities toward satisfying the needs and wants of a selected group of customersThe product concept: an emphasis on persuading potential customers to buy the firm;s productThe selling concept: a perspective holding that the key to business success lies in solving technologically related problemsMarketing mix(营销组合): the various marketing activities used bya given firm to serve a target marketVariant: sth that is slightly different from the usual form of sthPromotion(促销): advertising, personal selling and sales promotion which can effectively communicate messages to target customers.Discretionary income(可自由支配收入): the income that is not controlled by strict rules but left for someone to make a decision about in each particular situation.The marketing concept: a firm's emphasis on attaining its objectives, usually including profit, by organizing an integrating all activities toward satisfying the needs and wants of a selected group of customersUnit ThreeMarketing myopia(营销近视症): make marketing decisions based on current circumstancesMarketing hyperopia(营销远视症): making marketing decisions with a better vision of distant issues than of near onesMarketing macropia(营销宏观症): making marketing decisions with an overly broad view of your industryUnit FourMarket research:any planned effort that provides you with new facts and information to improve marketing decision.Sample: a subset of a population that is examined In a study and used to make inferences about the entire populationPopulation: the complete set of a defined group, including all members, people, or objects of that groupSecondary sources: places where existing data already collected my be obtainedRetailers: intermediaries who receive the majority of their sales from consumers, not businesses or other organizationDistributor(经销商): a company or person that supplies shops and companies with goodsQuantitative research(量性研究): the kind of research that is concerned with the tabulation or numeric relevance of various kinds of behaviorProduct line:a group of closely related products offered for sale by a companyProduct mix(产品组合): the complete set of products offered for sale by a companyPrimary sources: records of events described or recorded by someonewho either participated in or witnessed the events or who got their information from others with goodsT arget audience: group in the community selected as being the most appropriate ( eg; primary purchasers, users or influencers ) for a particular advertising campaign or scheduleManufacturer: a company or industry that makes large quantities of goodsUnit fiveDemographic classification(人口分类):classification according to objective and measurable characteristics of human populations, such as age, race, generation, and forth on.Homogeneity(同一种族人组成的):the quality of being similar or comparable in kind of natureMarket segmentation: dividing a total market into two or more groups of potential buyers so that each group reflects customers having similar needs, but so that the needs of each group differ from to other groupConsumer motivation: the psychological features that give purpose and direction to the consumers' behaviorLifestyle segmentation: segmentation by psychological and sociological differences in the patterns of a person's way of lifeGeographical segmentation:subdividing the market into geographicareas and orienting a marketing mix to those potential buyers located in each areaEclectic consumer(多样化消费): the kind of consumer that selects individual elements from a variety of sources, systems, or stylesSocioeconomic classification(社会经济分类): classification according to social as well as economic factorsHeterogeneity(混杂): completely different; incongruousStereotypical forecast: a conventional, formulaic, and oversimplified prediction of coming events or conditionsGroup affiliation(集体归属感): the act of becoming formally connected or joined with a groupUnit sixVertical market(垂直市场):a market which meets the needs of a particular industryT arget customer: the portion of the target market that you have defined as your prime customersProduct and service mix(产品与服务结构):the set of all products and services that a particular seller offers for sale to buyersNiche market(缝隙/利基市场):a focused, targetable portion of a marketBrand identity(品牌识别): the outward manifestation of the essence ofa corporate brand, product brand, service brand or branded environment Market analysis: Research used to assist in predicting the direction of the markets based on technical data relating to price movements of the market, or on fundamental data such as corporate earningsCore competition(核心竞争力):the set of the most strategically significant and value-creating skills within a discipline, a service, or an organizationProfusion tool: this research tool enables you to drill down to your search topic and even has the ability to notify you when your competitor change or updates their website.Unique selling proposition(独特卖点): the particular quality, feature or benefit of a product which a competitor's product, although similar, cannot or does not offerT agline(标语): a statement or motto that succinctly defines or represents an organization's missionT arget audience: a group of people that is expected to buy a particular product or serviceTrademark: a name, symbol, or other device identifying a product, officially registered legally restricted to the use of the owner or manufacturerOverture's keyword suggestion tool: with this tool, by typing in key terms you can see how often your product or service is searched for onthe InternetUnit sevenMaintenance and repair(维修和修理): the service program for helping customers keep purchased products in good working orderCustomer consulting: data, information, systems, and advising services that the seller offers to buyersUse or application positioning:positioning the product as best for some use or applicationSpecialized industry(专业化行业): the industry in which companies face many differentiation opportunities, and each differentiation can have a high payoffCustomer value hierarchy(顾客价值层级) : each factor that might influence the target customer's perception of value is assigned to one of four groups: basic, expected, desired, and unanticipatedDifferentiation: the act of designing a set of meaningful differences to distinguish the company's offering from competitors' offeringsProduct category positioning(产品的定位): the product is positioned as a leader in a certain product categoryCustomer value model(顾客价值模式): all the product and service factors that might influence the target customer's perception of valueQuality or price positioning: the product is positioned as offering the bestvalueStalemated industry(僵化行业): the industry in which there are few potential competitive advantagesCustomer value package(顾客价值组合): combination of tangible and intangible items, experiences, and outcomes designed to outperform competitors and win the customer's delight and loyaltyPositioning: the act of designing the company's offering and image to pccupya distinctive place in the target market's mindImage: the way the public perceives the company or its productsProduct differentiation: the distinguishing of substitute products from one another by purchasing parameters参数, including form, performance, features, quality, durability, reliability, style, and designOrdering ease: how easy it is for the customer to place an order with the companyUnit eightBreakeven point(盈亏临界点): the point at which the volume of sales or revenues exactly equals total expenses—the point at which there is neither a profit nor loss—under varying levels of activityProblem analysis: a structured investigation of the negative aspects of a situation i order to establish causes and their effectsBusiness analysis: the stage of new product development where initialmarketing plans are prepared, including a tentative marketing strategy and estimates of sales, costs, and profitabilityNew product development: the complete process of bring a new product to marketRapid prototyping(快速成型): the speedy fabrication of sample parts for demonstration, evaluation, or testingConcurrent engineering(并行设计): the systematic approach to the simultaneous, integrated design of products and their related processes, such as manufacturing, testing and supportingProduct life cycle management: the succession of strategies used by management as a product goes its life cycleMarket termination(市场终止): the industry goes through the stage where consumers no longer demand the product and companies stop producing itMarket crytalization(市场明朗化): the industry goes through the stage where latent demand for a product category is awakened with the introduction of the new productBrainstorming: a problem-solving technique that involves creating a list that includes a wide variety of related ideasProduct life cycle: the succession of stages a product goes throughIdea generation: all of those activities and processes that lead to creating new product or service ideas that may warrant developmentConcept testing: the presentation of a new product concept, in terms of itsfunction,benefits, design, branding, etc. ,to a sample of potential customers to access their reactions, attitudes, and purchasing intentions toward itMarket fragmentation(市场分割): the industry goes through the stage where it is subdivided into numerous well populated competitive groupings as too many firms enterBeta testing(初步测试): operational testing at a site not otherwise involved with the software developersUnit nineOdd pricing(心理定价法):setting prices to end with odd numbers, such as $99 and $7.95Fringe benefit(额外利益、附带福利): social security, workers' compensation, unemployment compensation and any other benefits such as insurance and retirement benefitsT otal costs: the combination of fixed plus variable costsSeasonal merchandise(季节商品): a line of goods sold in a specific season or period, eg. summer, winter, christmas and EasterThe cost of acquiring the goods: cost of goods sold, including the price paid for the merchandise plus freight, import duties and any handling costsOperating expenses(营业费用): wages,advertising, management salaries, rent, utilities and office suppliesNet sales(净销售额): total sales, less returns, discounts, and allowancesPrice lining(分类定价法): in the use of a limited number of prices for all yuor product offeringsMultiple pricing(多重定价): the practice of promoting a number of units for a single priceMaterial cost: the cost of materials used directly in the final productOverhead cost(一般开业成本): all costs other than direct materials and direct laborMarkup(提价、利润幅度):the margin charged for an item over its cost Competitive position pricing(竞争地位定价): a strategy in which a firm bases its prices on those of its competitorsLabor cost: the cost of work directly applied to a service, such as a mechanic workUnit ten。
水平交易与垂直交易
水平交易与垂直交易自工业革命后,科技的进展一日千里,不单改变了全世界发展的方向和步伐,亦改写了人们的生活及工作模式。
现在的互联网已经越来越普及,逐步走向大众化和生活化,也给我们的社会生活带来了不一样的变化。
方便、快捷、高效等词汇普遍拿来形容当下互联网的优越性,其中,被越来越受重视的电子商务应用则赋予全新的效果期望值。
电子商务平台的出现带动了电子商务持续不断的繁荣,从企业B2B商铺到网络购物,电子商务的多样化和融合化的手段得以尽情展现。
同时,借助网络营销的强势宣传推广,从个人到企业,从企业到国家,电子商务的应用已经在一定程度上提升着三者间的相互形象。
电子交易平台的出现,整个销售、交易和确认的程序已被线上所取代。
由从前第一代的银行交易系统,发展至银行自行研发的单一交易平台,到今天由第三方提供的多主体交易平台,以及在市场推动的应用程序接口,都显示出电子交易的普及性。
电子商务交易平台可以分为水平交易平台和垂直交易平台。
水平交易平台:是指将买方和卖方集中到一个市场上来进行信息交流,广告,拍卖竞价,交易,库存管理等。
“水平”主要是指交易平台服务的行业范围广,很多行业都可以在同一平台上进行交易活动。
水平交易市场是跨行业,综合性的市场。
比如说易创电子商,速购网,在线贸易展览,阿里巴巴,易趣等典型的水平交易市场。
其中阿里巴巴为全球领先的小企业电子商务公司,通过旗下三个交易市场协助世界各地数以百万计的买家和供应商从事网上生意。
三个网上交易市场包括:集中服务全球进出口商的国际交易市场、集中国内贸易的中国交易市场,以及透过一家联营公司经营、促进日本外销及内销的日本交易市场。
此外,阿里巴巴也在国际交易市场上设有一个全球批发平台,服务规模较小、需要小批量货物快速付运的买家。
所有交易市场形成一个拥有来自240多个国家和地区超过5,000万名注册用户的网上社区。
阿里巴巴亦向中国各地的企业提供商务管理软件及互联网基础设施服务,并设有企业管理专才及电子商务专才培训服务。
B2B在线采购:企业采购的新模式
B2B在线采购:企业采购的新模式姜铁虎前言传统的采购流程从其效率和有效性来看都有许多值得改进的地方。
在大型制造业企业中,物料和服务的采购费用通常占产品成本的55-75%[1],因此,许多企业已经采取供应链管理策略来改进他们与供应商之间的关系。
这一策略有助于双方共享节约,改进质量和交货性能,并为进一步扩大合作、提供增值服务创造了机会。
然而供应商的开发需要增加财务投资,这种投资回报难以定量分析,因此传统制造业企业中的许多厂长经理都认为供应商质量和交货性能的改进是供应商自己的事,不需要企业的帮助。
此外,从传统的采购重新定位到有效的供应链也不是一朝一夕的事。
这些状况很容易导致供应链管理措施的失败而回复到原来的采购作业上[2]。
通过降低产品成本来实现企业运营目标是一个有效途径。
由于采购物料和服务占企业售出产品成本的一大部份,因此企业对其供应商不断施加压力也是可以理解的。
事实上,许多供应商通常不得不接受企业的成本降低目标以便继续获得订单。
这是一个简单可行的办法,但没有人会喜欢它,因为它并未真正触及采购性能差的根本原因。
那么还有什么别的办法吗?对于一个尚未完全实施供应链管理和供应商开发的企业,怎样才能做到比传统采购方法更快地降低物料采购成本?过去,企业对直接原材料的采购流程都遵循一套传统的办法,整个采购流程的周期通常从几周到几个月,取决于采购控制系统、产品类型、企业的响应、供应商的位置、电子通讯系统等等,这些都是传统采购和订单实现过程的基本内容。
采购流程中最费时的工作之一是价格谈判,通常质量和交货性能比较容易达成一致。
最近几年,随着计算机网络和信息技术的发展,通过Internet的B2B在线采购已经成为一个快速减少采购成本的解决办法。
在线竞标通常能取得5% - 40%的总节约,典型的采购成本下降范围是15% - 20%[3]。
物料采购成本的显著减少,直接带来了企业产品成本的下降,提高了企业的市场竞争能力。
在线采购的商业模式在线采购系统是利用网络和信息技术为采购人员提供的一个工具,借助于这个工具,采购人员能够通过Internet在全球范围内即时地同其供应商进行通讯和交易,在线采购为企业快速降低采购成本带来了机会。
电子商务的框架结构
零售 商
消费 者
传统供应链
原材料 供应商
另外,卖方由于直接与消费者相连可以更好地理解 市场,消费者通过与生产商直接相连可以获得更多的产 品信息,从而增加了双方相互影响的机会):是指在一个给定的 价值链中去除负责特定中介环节的组织或业务流程。
许多公司复制DELL的网络直销,却几乎都没 有成功的。为什么会这样?
相关概念:
渠道冲突(channel conflict) 指销售渠道成员因为实际存在的或感觉到的
回报、政策或支持上的差异而想到敌对。
渠道合作(channel cooperation) 指两个或更多的销售渠道成员的战略和功能
相互一致的情况。
非中介化(disintermediation,无中介) 生产商绕过了批发商和零售商,直接将产品
• 网上黄页(具备1、2的功能) 功能: 信息发布、信息检索 特点:费用低廉、功能单一
• 简单eB系统(具备1、2、6的功能) 功能: + 网上定货 特点:实现方便、功能有限
• 完整eB系统 功能: + 网上支付与结算 特点:实现复杂、应用方便、功能齐全
2、电子商务的参与实体:
• 顾客(个人消费者或企业) • 商户(包括销售商、制造商、储运商) • 电子商务服务商 • 银行(包括发卡行、收单行) • 认证中心 • 政府、…
2)技术标准 我国电子商务技术应用标准包含了4个方面:EDI标准、
商品编码标准(HS)、通信网络标准和其他相关的标 准。
3)网络安全 一个安全的电子商务系统,首先必须具有一个安全、可
靠的通信网络,其次必须保证数据库服务器的绝对安 全,防止网络黑客闯入盗取信息及计算机病毒。
4)法律规范 电子商务的法律规范涵盖了知识产权保护、电子合同、
市场营销专业英语单词完整
Marketing Management营销管理New Products Development新产品开发Service Industry Marketing服务业营销Advertising广告Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道Public Relationship公共关系Consumer Behavior消费者行为Systems of Management Information管理信息系统Marketing Research营销调研accessibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略positioning定位additions to existing product lines 现有产品线的增加administered vertical marketing systems 管理式垂直营销系统market segmentation市场细分sales promotion销售促进advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising reach 广告接受人数advertising message 广告信息advertising source 广告信息来源agent middleman 代理商allowance 折让alteration 退换American Marketing Association 美国营销协会annual marketing plan 年度营销计划assurance 保证attitudes of consumers 消费者态度availability 可获得性/供货能力awareness (产品)知晓度/知名度baby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码barter 实物交易basic physical needs 基本生理需要BCG Grow-Share Matrix 波士顿增长-份额矩阵before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioral analysis 行为分析behavioral hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试blue collars 蓝领bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand's equity 品牌的价值break-even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度breath or diversity of product lines 产品线的宽度或多样性bribery 贿赂British Airways 英国航空公司brokers 经纪人budgeting 预算bundle 捆绑Bureau of Census 人口统计局business strength rating 商业能力评分business plan 商业计划business position 经营地位business sector 商业部门business services markets 商业服务市场business strategies 经营战略business unit strategy 经营单位战略buyback allowances 回购折让buyback arrangements 产品返销buyers' bargaining power 买方的讨价还价能力buyers 采购者buying behavior 购买行为buying center 采购中心buying inertia 购买惯性buying intention 购买意图buying offices 连锁商店的进货中心buying power index (BPI) 购买力指数buying situation 采购情况/类型buying task 采购任务capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel conflicts 渠道冲突channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道choice criteria 选择标准closing a sale 结束销售clothing retailers 服装零售商co-branding 联合品牌code of ethics (职业)道德标准coercive power 强制权cognitive dissonance 认识的不协调collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体company personnel 公司员工comparative advertisements 比较广告comparison of brands 品牌比较compensation deals 补偿处理compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 补偿性的competition and industry evolution 竞争和行业演变competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive (supply-side) evolution 竞争(供方)演变competitive factors 竞争因素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力competitor analysis 竞争者分析complaint handling 投诉处理component materials and parts markets组成材料和零部件市场computerized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况conflict and resolution strategies 冲突和解决战略conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型consumer decision-making 消费者(购买)决策consumer goods channels 消费品分销渠道Consumer Goods Pricing Act, USA 美国消费品定价法案consumer goods 消费品consumer markets 消费品市场consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers' perceptions 消费者感知consumption 消费contests 竞赛contingency planning 权变计划contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际贡献(贡献毛利)分析contribution margin 边际贡献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 服务的便利性Cool Whip 清凉维普co-operative advertising 合作性广告co-ordination and conflict resolution 协调与冲突解决co-production 合作生产core benefit proposition (CBP) 核心利益方案/提议corollary-data method 推定数据法corporate HQ 公司总部corporate scope 公司(经营)范围corporate strategy 公司战略corporate vertical marketing systems 公司式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告corrective action 矫正行动cost analysis 成本分析cost effectiveness 成本有效性cost leadership strategy 成本领先战略cost of capital 资本成本cost of goods sold (COGS) 产品销售成本cost reductions 降低成本产品cost-and-volume relationship 成本-数量关系cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益costs of competitors 竞争者成本costs of distribution 分销成本countertrade 对等贸易coupons 优惠券courtesy 礼貌coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing 习惯性定价法customer analysis 顾客分析customer contact 顾客接触customer demand 顾客需求customer intimacy 顾客亲密度customer loyalty 顾客忠诚度customer need 顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客服务customer-oriented pricing 顾客导向定价法customers' perception 顾客感知customers' preferences 顾客偏好customers' price sensitivity 顾客的价格敏感度customizing 定制data collection 数据收集data confidentiality 数据保密data research 数据研究data sources 数据来源dealers 经销商deceptive advertisements 欺骗性广告deciders 决策者declining markets 衰退市场decoding 解码defect rate 缺陷率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略defensive positioning 防御性定位delivery time 交付时间delivery 配送demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 可靠性deregulation 放松管制derived demand 衍生需求descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants 决定因素different responses 差别反应differentiated defender strategy 差异化防御战略differentiated marketing 差异化营销differentiation over time 不同时间的差异differentiation strategy 差异化战略differentiation 差异化diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度direct costing profitability analysis 直接成本盈利性分析direct mail 直接邮寄direct marketing via advertising media 通过广告媒体的直接营销direct marketing 直接营销direct product profitability (DPP) 直接产品盈利性/利润率direct selling 直销discount rate 贴现率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价策略discriminate analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视定价调整disjunctive model 分离模型display space 陈列空间disposable income 可支配收入dissonance-attribution hierarchy 不和谐-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销策略distribution 分销distributor/store (private labels) brands 分销商/私有品牌distributors 分销商diversification 多元化divest 撤退divest 出让divestment or liquidation 收回投资或清算dividend 红利dogs 瘦狗类domestic target marketing strategies 国内目标市场定位的营销战略dropping products 放弃产品dry cleaning 干洗dual/two channel distribution systems 双重分销系统duplication (媒体)重复DuPont 杜邦公司durability 耐用性early VS late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素economic power 经济权economies of scale 规模经济education services 教育服务effectiveness 有效性efficiency 效率emergency goods 急需品emotional appeals 情感诉求empathy 移情作用empirical evidence 经验性实例empowerment 授权encoding 编码end use 最终使用endorsement 赞同engineering (产品)工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit (公司)伦理审计ethics of marketing 营销伦理道德ethnic composition 种族构成European Community 欧共体evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估event sponsorship 事件赞助event 活动everyday low-price (EDLP) 天天低价evoked set 引发的组合evolution of market 市场演变exchange 交换exclusive dealing 独家销售exclusive distribution 独家分销executive summary 执行摘要exhibition media 展示广告媒体existing market 现有市场exit barriers 退出壁垒expansion path 扩张途径expectation measures (顾客)预期测度expectations of customers 顾客期望expected unit sales 预计产量expected value 期望价值experience curve 经验曲线experimental research 实验性研究expert power 专长权exploratory research 探索性研究export agents 出口代理(商)export jobbers 出口批发商export management company 出口管理公司export merchants 出口贸易商export 出口exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额external data sources 外部数据来源external environment 外部环境extrapolation of past sales trends 过去销售趋势推测法facilitating agencies 辅助/中介机构factor analysis 因素分析法fads 时尚family branding 家族品牌family life cycle 家庭生命周期family structure 家庭结构arm products 农产品fast-moving consumer goods (FMCG) 快速变动的消费品fear appeals 恐惧/顾虑诉求features 特征Federal Department Stores 联邦百货商店Federal Trade Code (FTC)联邦贸易法案FedEx (Federal Express) 联邦快递feedback data 反馈数据field test marketing 实地市场测试financing 融资fisheries 渔业fit and finish 结实度与外观fixed costs 固定成本fixed salary 固定工资flanker strategy 侧翼进攻战略flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational structure 扁平的组织结构FOB origin pricing FOB产地定价法focus strategy 集中战略followers 追随者Ford 福特公司foreign middlemen 国外中间商forestry 林业formalization 形式/规范化formulate 制定fortress/position-defence strategy 防御堡垒战略Fortune 《财富》杂志forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 免费电话号码free goods 免费商品freight-absorption pricing 免收运费定价法fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全成本盈利性分析full-service wholesalers 全方位服务的批发商functional competencies and resource allocation 职能能力与资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍functional organizational structure 职能型组织结构functional performance 功能性能functional strategy 职能战略games 比赛gap 差距gatekeepers 信息传递者general behavioral descriptors 一般行为变量General Electric (GE) 通用电气General Foods Corporation 通用食品general merchandise discount chains 大众商a品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布geographical organization of sales force 按地区组织销售队伍global adjustments 全球调整global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制global markets 全球市场global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场globalization 全球化global-market expansion 全球市场扩张goals 总目标going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制greenhouse effect 温室效应grey market 灰色市场gross domestic product (GDP) 国内生产总值gross margin 毛利gross national product (GNP) 国民生产总值gross profit 毛利gross rating points (GRPs) 总级别指数group/category product manager 类别产品经理growing markets 成长市场growth rate of market 市场增长率growth stage of product life cycle 产品生命周期的成长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leaders 市场领导者的市场增长战略growth-market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 保证/担保guarantees 保证hard technology 硬技术Harvard Business Review 《哈佛商业评论》harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations (HMOs) (美国)卫生保健组织heavy buyer 大客户Heileman Brewing CompanyHeinz 亨氏食品helpfulness 有益性Hertz 赫兹(美国汽车租赁巨头)Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商high market share global strategy 高市场份额全球战略high-contact service system 高接触服务系统high-involvement product 高参与产品high-involvement purchase 高参与购买hight market share 高市场份额战略Holiday Inns 假日旅馆homogeneous market 同质市场household/family life cycle 家庭生命周期household 家庭hybrid technology 混合技术idea generation 创意的产生/生成ideas for new products 新产品创意/构想idea-screening process 创意筛选过程identification of segments 识别细分市场Illinois Tool Works 伊利诺斯工具厂image pricing 形象定价imitative positioning 模仿定位imitative strategy 模仿战略impact evaluation 影响评估impersonal sources 非个人的信息来源implementation and control of marketing programs 营销计划的执行和控制implementation 实施improvements in or revisions of existing products 现有产品的改良或修正impulse buying 冲动购买impulse goods 冲动购买品incentives 激励income 收入increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接成本盈利性分析individual brand 个别品牌individual value 个人价值industrial goods & services 工业产品和服务industrial goods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-business position matrix 行业吸引力-业务地位矩阵Industry dynamics 产业动态industry evaluation 产业评估industry evolution 产业演变inelastic 缺乏价格弹性influencers 影响者infocommunications industry 信息通信行业infomercials 商业信息广告information age 信息时代information search 信息搜集information technology 信息技术informative 告知性的ingredient 成份in-home personal interview 个人家庭访谈in-house use tests 内部使用测试innovation 创新innovativeness 创新性installation 设施in-store display 店内展示in-store positioning 店内布局in-store promotion 店内促销intangibles 无形integrated marketing communication plan (IMC) 整合营销传播计划integration of perception 感知整合integration 整合Jaquar 美洲豹Jell-O 吉露jobbers 批发商Johnson & Johnson 强生joint ventures 合资?jury of executive opinion 行政管理人员群体意见法?just noticeable difference (JND) 恰巧注意到的差异?just-in-time (JIT) management system 准时制管理体系?just-in-time purchasing arrangements 及时采购安排Kao 花王? ? ? ? ? ? ? ? Keiritsu 凯莱通? ? ? ? ? ? ? ? Kellogg 凯洛格公司? ? ? ? ? ? ? ? Kentucky Fried Chicken (KFC) 肯德基? ? ? ? ? ? ? ? key account management 主要客户管理? ? ? ? ? ? ? ? key accounts 关键客户? ? ? ? ? ? ? ? key benefits 核心利益? ? ? ? ? ? ? ? key environmental issue identification 确定主要的环境问题? ? ? ? ? ? ? ? key variables 关键变量? ? ? ? ? ? ? ? key/house accounts 关键/机构客户? ? ? ? ? ? ? ? Kmart 凯玛特? ? ? ? ? ? ? ? Kodak 柯达? ? ? ? ? ? ? ? Komatsu 小松公司? ? ? ? ? ? ? ? Kraft 卡芙? laboratory tests 实验室测试? ? ? ? ? ? ? ? leapfrog strategy 蛙跳战略? ? ? ? ? ? ? ? learning hierarchy 学习层级结构? ? ? ? ? ? ? ? legal services 法律服务? ? ? ? ? ? ? ? legislation 立法? ? ? ? ? ? ? ? legitimate power 法定权? ? ? ? ? ? ? ? level of compensation 酬金水平? ? ? ? ? ? ? ? level of technical sophistication 技术的复杂程度? ? ? ? ? ? ? ? Levi Strauss 李维·史特劳斯? ? ? ? ? ? ? ? Levi's 列维斯(全球最大的牛仔服制造商)? ? ? ? ? ? ? ? lexicographic model 词典编纂模型? ? ? ? ? ? ? ? lifestyle 生活方式? ? ? ? ? ? ? ? limited-service wholesalers 有限服务的批发商? ? ? ? ? ? ? ? line extension 产品线扩展? ? ? ? ? ? ? ? line filling 产品线填充? ? ? ? ? ? ? ? line stretching 产品线延伸list price 订价? ? ? ? ? ? ? ? Lloyd's of London 伦敦劳埃德保险公司? ? ? ? ? ? ? ? localizaiton strategy 本地化战略? ? ? ? ? ? ? ? location pricing 场所定价? ? ? ? ? ? ? ? location 位置? ? ? ? ? ? ? ? lodging 房屋出租? ? ? ? ? ? ? ? logistical alliances 后勤联盟? ? ? ? ? ? ? ? long-term memory 长期记忆? ? ? ? ? ? ? ? lost customer 失去的顾客? ? ? ? ? ? ? ? Louis Vuitton 路易·威登(法国着名时尚品牌)? ? ? ? ? ? ? ? low-contact service system 低接触服务系统? ? ? ? ? ? ? ? low-cost defender 低成本防御型? ? ? ? ? ? ? ? low-cost position 低成本地位? ? ? ? ? ? ? ? low-involvement hierarchy 低参与程度层级结构? ? ? ? ? ? ? ? Lucent Technologies 朗讯科技macro risks 宏观风险? ? ? ? ? ? ? ? macroenvironment 宏观环境? ? ? ? ? ? ? ? macrosegmentation 宏观细分? ? ? ? ? ? ? ? mail-order retailers 邮购零售商? ? ? ? ? ? ? ? maintaining market share 保持市场份额? ? ? ? ? ? ? ? maintenance strategy 保持战略? ? ? ? ? ? ? ? management overhead 管理费? ? ? ? ? ? ? ? mandatory adaptation 强制性适应? ? ? ? ? ? ? ? manufacturer brand 制造商/全国性品牌? ? ? ? ? ? ? ? manufacturers' agents/representatives 生产商的代理商/销售代表? ? ? ? ? ? ? ? manufacturers' export agents (MEA) 制造商出口代理? ? ? ? ? ? ? ? manufacturers' sales offices/branches 生产商的销售办事处/分支机构? ? ? ? ? ? ? ? manufacturing process 制造过程? ? ? ? ? ? ? ? manufacturing 制造业market aggregation strategy 整体市场战略? ? ? ? ? ? ? ? market attractiveness factors 市场吸引力因素? ? ? ? ? ? ? ? market attractiveness 市场吸引力? ? ? ? ? ? ? ? market attractiveness/business position matrix? ? ? ? ? ? ? ? 市场吸引力/业务地位矩阵? ? ? ? ? ? ? ? market circumstances 市场环境? ? ? ? ? ? ? ? market demorgraphics 市场人口分布/统计特征? ? ? ? ? ? ? ? market dimension 市场量度? ? ? ? ? ? ? ? market entry strategies 市场进入战略? ? ? ? ? ? ? ? market exclusion 市场排斥? ? ? ? ? ? ? ? market expansion strategy 市场扩张战略? ? ? ? ? ? ? ? market factors 市场因素? ? ? ? ? ? ? ? market followers 市场跟随者? ? ? ? ? ? ? ? market growth rate 市场增长率? ? ? ? ? ? ? ? market hirarchy 市场等级? ? ? ? ? ? ? ? market inclusion 市场纳入? ? ? ? ? ? ? ? market leaders 市场领导者? ? ? ? ? ? ? ? market measurement 市场测量? ? ? ? ? ? ? ? market opportunity analysis 市场机会分析market oriented 以市场为导向的? ? ? ? ? ? ? ? market position factors 市场地位因素? ? ? ? ? ? ? ? market positioning analysis 市场定位分析? ? ? ? ? ? ? ? market potential measurements 市场潜力测度? ? ? ? ? ? ? ? market research 市场研究? ? ? ? ? ? ? ? market segment 细分市场? ? ? ? ? ? ? ? market segmentation 市场细分? ? ? ? ? ? ? ? market share 市场份额? ? ? ? ? ? ? ? market targeting 目标市场选择? ? ? ? ? ? ? ? market 市场? ? ? ? ? ? ? ? marketability 市场开拓能力? ? ? ? ? ? ? ? market-entry strategies 市场进入战略? ? ? ? ? ? ? ? marketing action plan 营销行动计划? ? ? ? ? ? ? ? marketing audit 营销审计? ? ? ? ? ? ? ? marketing channel 营销渠道? ? ? ? ? ? ? ? marketing codes of conduct 营销行为规范marketing communication 营销沟通/传播? ? ? ? ? ? ? ? marketing concept 营销观念? ? ? ? ? ? ? ? marketing control 营销控制? ? ? ? ? ? ? ? marketing decision support systems (MDSS) 营销决策支持系统? ? ? ? ? ? ? ? marketing environment audit 营销环境审计? ? ? ? ? ? ? ? marketing flows and functions 营销过程和职能? ? ? ? ? ? ? ? marketing function area audit 营销功能领域的审计? ? ? ? ? ? ? ? marketing implications of 对营销的影响? ? ? ? ? ? ? ? marketing information system 营销信息系统? ? ? ? ? ? ? ? marketing institutions 营销机构? ? ? ? ? ? ? ? marketing management 营销管理? ? ? ? ? ? ? ? marketing message 营销信息? ? ? ? ? ? ? ? marketing mix 营销组合? ? ? ? ? ? ? ? marketing policy 营销策略? ? ? ? ? ? ? ? marketing productivity area audit 营销生产力领域的审计? ? ? ? ? ? ? ? marketing program components 营销计划内容? ? ? ? ? ? ? ? marketing program 营销计划/方案marketing relationship 营销关系? ? ? ? ? ? ? ? marketing research 营销研究? ? ? ? ? ? ? ? marketing strategy 营销战略? ? ? ? ? ? ? ? market-management organizational structure 市场管理组织结构? ? ? ? ? ? ? ? mark-up price 产品/溢价价格? ? ? ? ? ? ? ? Marlboro 万宝路? ? ? ? ? ? ? ? Marriott Hotel 万豪酒店? ? ? ? ? ? ? ? mass-market penetration strategy 大规模市场渗透战略? ? ? ? ? ? ? ? mass-market strategy 大市场战略? ? ? ? ? ? ? ? matrix organizational structure 矩阵组织结构? ? ? ? ? ? ? ? Matsu****a 日本松下电子? ? ? ? ? ? ? ? mature conformists 成熟的随大流者? ? ? ? ? ? ? ? mature markets 成熟市场? ? ? ? ? ? ? ? mature stage of product life cycle 产品生命周期的成熟阶段? ? ? ? ? ? ? ? McDonald's 麦当劳? ? ? ? ? ? ? ? McDonnell Douglas 麦道公司? ? ? ? ? ? ? ? MCI电讯公司(前世界通信公司)? ? ? ? ? ? ? ? MDSS (Marketing-Decision Support System) 市场决策支持系统measurability 可测度性? ? ? ? ? ? ? ? measure or index 测量指标? ? ? ? ? ? ? ? measurement criteria 计量标准? ? ? ? ? ? ? ? media audiences 媒体受众? ? ? ? ? ? ? ? medical and health services 医疗卫生服务? ? ? ? ? ? ? ? Medico Containment Services? ? ? ? ? ? ? ? memory of consumers 消费者记忆? ? ? ? ? ? ? ? Mercedes-Benz 梅赛德斯-奔驰? ? ? ? ? ? ? ? Mercer Management Consulting 美国美智管理顾问公司? ? ? ? ? ? ? ? merchandising 推销? ? ? ? ? ? ? ? merchant middlemen 国内贸易中间商? ? ? ? ? ? ? ? merchant wholesalers 商业批发商? ? ? ? ? ? ? ? message structure 信息结构? ? ? ? ? ? ? ? Michael Porter 迈克尔-波特? ? ? ? ? ? ? ? micro risks 微观风险? ? ? ? ? ? ? ? microsegmentatioin 微观细分? ? ? ? ? ? ? ? Miller Tyding ACT, USA 米勒·泰丁法案? ? ? ? ? ? ? ? minging 矿业? ? ? ? ? ? ? ? Minnesota Mining and Manufacturing Company (3M)? ? ? ? ? ? ? ? 明尼苏达矿业和制造公司? ? ? ? ? ? ? ? Minolta 美能达miscellaneous sources 多方面来源? ? ? ? ? ? ? ? mission 宗旨? ? ? ? ? ? ? ? missionary selling 推销式销售? ? ? ? ? ? ? ? Mitsubishi Heavy Industries 三菱重工? ? ? ? ? ? ? ? modified rebuy 调整再购? ? ? ? ? ? ? ? monosegment positioning 单一细分市场定位? ? ? ? ? ? ? ? Monsanto 孟山都农业生物技术公司? ? ? ? ? ? ? ? moral appeals 伦理/道德诉求? ? ? ? ? ? ? ? morals 道德? ? ? ? ? ? ? ? Motorola 摩托罗拉? ? ? ? ? ? ? ? multichannel distribution 多渠道分销? ? ? ? ? ? ? ? multidimensional scaling 多维等级法? ? ? ? ? ? ? ? multilevel selling 多级销售? ? ? ? ? ? ? ? multinational coporations (MNCs) 跨国公司? ? ? ? ? ? ? ? multiple test markets 多测试市场? ? ? ? ? ? ? ? multiple-brand strategy 多品牌战略? ? ? ? ? ? ? ? multiple-factor index 多因素指数法? ? ? ? ? ? ? ? multisegment positioning 多重细分市场定位? ? ? ? ? ? ? ? mutual trust 相互信任Nabisco Biscuit 纳贝斯克饼干公司? ? ? ? ? ? ? ? national account management 全国性客户管理? ? ? ? ? ? ? ? national market 国内市场? ? ? ? ? ? ? ? National Semiconductor 美国国家半导体公司? ? ? ? ? ? ? ? natural products 天然产品? ? ? ? ? ? ? ? NEC 日本电子? ? ? ? ? ? ? ? net sales 净销售额? ? ? ? ? ? ? ? network computer (NC) 网络计算机? ? ? ? ? ? ? ? new business selling 新业务销售? ? ? ? ? ? ? ? new buy 购入新产品? ? ? ? ? ? ? ? new entrants 新进入者? ? ? ? ? ? ? ? new markets 新市场? ? ? ? ? ? ? ? new materials 新材料? ? ? ? ? ? ? ? New Prod screening model 新普罗德筛选模型? ? ? ? ? ? ? ? new product lines 新产品线? ? ? ? ? ? ? ? new products 新产品? ? ? ? ? ? ? ? new-product development 新产品开发? ? ? ? ? ? ? ? new-product ideas 新产品创意? Newsweek 《新闻周刊》? ? ? ? ? ? ? ? new-task buying 全新采购? ? ? ? ? ? ? ? new-to-the-world products 世界性新产品? ? ? ? ? ? ? ? niche penetration strategy 壁龛/机会市场渗透战略? ? ? ? ? ? ? ? niche-market strategy 壁龛市场战略? ? ? ? ? ? ? ? Nike 耐克? ? ? ? ? ? ? ? Nissan 尼桑? ? ? ? ? ? ? ? no-brand brand name 无品牌的品牌名称? ? ? ? ? ? ? ? no-frills product 无虚饰产品? ? ? ? ? ? ? ? noise in communication system 传播系统中的噪音? ? ? ? ? ? ? ? non-financial rewards 非物质性奖励措施? ? ? ? ? ? ? ? non-probability sampling 非概率抽样? ? ? ? ? ? ? ? non-profit organization 非盈利组织? ? ? ? ? ? ? ? non-store retailing 无店铺零售业? ? ? ? ? ? ? ? number of stockouts 迟滞数目object-and-task method of promotion budgeting 目标-任务促销预算法? ? ? ? ? ? ? ? objectives and strategy area audit 目标与战略领域的审计? ? ? ? ? ? ? ? objectives 具体目标? ? ? ? ? ? ? ? observation 观察法? ? ? ? ? ? ? ? occupancy costs 房屋占用成本? ? ? ? ? ? ? ? occupation/position 职业/职位? ? ? ? ? ? ? ? odd pricing 奇/余数定价法? ? ? ? ? ? ? ? OEM (original equipment manufacturer) 原始设备制造商? ? ? ? ? ? ? ? oeverall quality 总体质量? ? ? ? ? ? ? ? off-invoice discounts 发票之外的折扣? ? ? ? ? ? ? ? offsets 抵消交易? ? ? ? ? ? ? ? Omega 欧米加? ? ? ? ? ? ? ? on-air testing 广播测试? ? ? ? ? ? ? ? OPEC (Organization of Petroleum Exporting Countries) ? ? ? ? ? ? ? ? 欧佩克(石油输出国组织)? ? ? ? ? ? ? ? opening relationships 建立关系? ? ? ? ? ? ? ? operating supplies 生产供应品? ? ? ? ? ? ? ? operational excellence 运作管理水平? ? ? ? ? ? ? ? opinion leaders 意见领导者? ? ? ? ? ? ? ? opportunity cost 机会成本order cycle time 订货周期? ? ? ? ? ? ? ? order processing 订单处理? ? ? ? ? ? ? ? organisational level 组织层次? ? ? ? ? ? ? ? organizaitonal requirement planning 组织需求计划? ? ? ? ? ? ? ? organization area audit 组织领域的审计? ? ? ? ? ? ? ? organization buying center 组织采购中心? ? ? ? ? ? ? ? organizational customer 组织顾客? ? ? ? ? ? ? ? organizational direct selling 组织直销? ? ? ? ? ? ? ? organizational markets 组织市场? ? ? ? ? ? ? ? organizational purchasing 组织采购? ? ? ? ? ? ? ? organzational structure 组织结构? ? ? ? ? ? ? ? outdoor enthusiasts 户外运动爱好者? ? ? ? ? ? ? ? out-of-home media 户外广告媒体? ? ? ? ? ? ? ? overall cost leadership 全面成本领先? ? ? ? ? ? ? ? overheads 日常开支? ? ? ? ? ? ? ? overseas direct investment 海外直接投资? ? ? ? ? ? ? ? ownership of new product 新产品所有权parties involved 交换中的各方? ? ? ? ? ? ? ? payment terms 支付条款? ? ? ? ? ? ? ? pay-off control 支出控制? ? ? ? ? ? ? ? penetration pricing 渗透定价? ? ? ? ? ? ? ? Pepsi-Cola 百事可乐? ? ? ? ? ? ? ? perceived customer value 顾客感知价值? ? ? ? ? ? ? ? perceived quality 感知到的质量? ? ? ? ? ? ? ? perceived value 感知到的价值? ? ? ? ? ? ? ? percentage of sales promotion budgeting method? ? ? ? ? ? ? ? 销售额百分比促销预算法? ? ? ? ? ? ? ? perceptions of consumers 消费者感知/理解? ? ? ? ? ? ? ? perceptual (product) pisitioning 感知(产品)定位? ? ? ? ? ? ? ? perceptual map 感知图? ? ? ? ? ? ? ? perceptual organization 感知组织? ? ? ? ? ? ? ? perceptual vigilance 感性的警惕? ? ? ? ? ? ? ? performance dimension 业绩标准? ? ? ? ? ? ? ? performance evaluation 业绩评估? ? ? ? ? ? ? ? performance measures 表现/业绩测度? ? ? ? ? ? ? ? performance objective 绩效目标performance standards 绩效标准? ? ? ? ? ? ? ? performance 功能? ? ? ? ? ? ? ? perishability 非持久性? ? ? ? ? ? ? ? personal selling 人员推销? ? ? ? ? ? ? ? personal sources 个人的信息来源? ? ? ? ? ? ? ? personnel development 人力资源开发? ? ? ? ? ? ? ? persuasive 说服性的? ? ? ? ? ? ? ? pharmaceuticals industry 医药行业? ? ? ? ? ? ? ? physical (product) positioning 物理(产品)定位? ? ? ? ? ? ? ? physical descriptors 物理变量? ? ? ? ? ? ? ? physical distribution 实物分销? ? ? ? ? ? ? ? Pillsbury 皮尔斯博瑞? ? ? ? ? ? ? ? pioneers 先入者? ? ? ? ? ? ? ? Pizza Hut 必胜客? ? ? ? ? ? ? ? place utility 地点效用? ? ? ? ? ? ? ? planning and control system area audit 计划与控制系统领域的审计? ? ? ? ? ? ? ? point of sale information 销售点信息portfolio models for resource allocation 资源配置的资产组合模式? ? ? ? ? ? ? ? position intensity 地位集中程度? ? ? ? ? ? ? ? positioning 定位? ? ? ? ? ? ? ? possession utility 拥有效用? ? ? ? ? ? ? ? post-purchase dissonance 购买后的不协调? ? ? ? ? ? ? ? post-purchase evaluation 购买后评估? ? ? ? ? ? ? ?post-purchase/after-sale service 售后服务? ? ? ? ? ? ? ? potential advantages 潜在优势? ? ? ? ? ? ? ? potential customer 潜在顾客? ? ? ? ? ? ? ? potential market 潜在市场? ? ? ? ? ? ? ? potential target market 潜在目标市场? ? ? ? ? ? ? ? power in distribution 分销权力? ? ? ? ? ? ? ? power of buyers 购买者能力? ? ? ? ? ? ? ? power of suppliers 供应商能力? ? ? ? ? ? ? ? predatory pricing 掠夺性定价法? ? ? ? ? ? ? ? pre-empting scarce resources 先占稀缺资源? ? ? ? ? ? ? ? preferential treatment 特惠待遇? ? ? ? ? ? ? ? premiums 额外奖励? ? ? ? ? ? ? ? present competitors 现有的竞争者? ? ? ? ? ? ? ? presenting sales message 提供销售信息price elasticity of demand 需求的价格弹性? ? ? ? ? ? ? ? price fixing 价格设定? ? ? ? ? ? ? ? price leaders 价格领导者? ? ? ? ? ? ? ? price lining 价格排列定价法? ? ? ? ? ? ? ? price promotion 价格促销? ? ? ? ? ? ? ? price quotation 报价? ? ? ? ? ? ? ? price sensitivity 价格敏感度? ? ? ? ? ? ? ? price structure 价格结构? ? ? ? ? ? ? ? price 价格? ? ? ? ? ? ? ? price/earnings ration 价格/收益比? ? ? ? ? ? ? ? price-off promotions 降价促销? ? ? ? ? ? ? ? price-setting process 定价过程? ? ? ? ? ? ? ? pricing adjustments 定价调整? ? ? ? ? ? ? ? pricing policies 价格策略? ? ? ? ? ? ? ? pricing 定价? ? ? ? ? ? ? ? primary demand 基。
《市场营销学(第11版)》教材各章节主要名词英汉对照
《市场营销学(第11版)》教材各章节主要名词英汉对照Part 1: Defining Marketingand the Marketing Process P. 8 Chapter 1: Marketing: Creating and Capturing Customer Value P. 81.Marketing市场营销2.Needs需要3.Wants欲望4.Demands需求5.Marketing offering市场供给物6.Marketing myopia营销近视症7.Exchange交换8.Market市场9.Marketing management 营销管理10.Production concept 生产观念11.Product concept产品观念12.Selling concept销售观念13.Marketing concept市场营销观念14.Societal marketing concept社会营销观念15.Customer relationship management 客户关系管理16.Customer-perceived value顾客感知价值17.Customer satisfaction顾客满意18.Customer-generated marketing消费者自主营销19.Partner relationship management 合作伙伴关系营销20.Customer lifetime value顾客终身价值21.Share of customer顾客份额22.Customer equity顾客资产23.Internet互联网24.Globalization 国际化25.Marketing process营销过程Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships P. 3626.Strategic planning战略规划27.Mission statement企业使命28.Business portfolio业务组合29.Portfolio 投资组合,有价证券30.Portfolio analysis 投资组合分析31.Growth-share matrix 成长占有率矩阵32.Product/market expansion grid产品/市场扩展矩阵33.Market development市场开发34.Product development产品开发35.Diversification多元化36.Downsizing 精简37.Value chain价值链38.Value delivery network价值传递网络39.Marketing strategy营销战略40.Market segmentation市场细分41.Market targeting目标市场定位42.Positioning市场定位43.Differentiation 差异化44.Marketing mix营销组合45.SWOT analysis SWOT分析,态势分析发,优劣势分析法46.Marketing implementation营销执行47.Marketing control 营销控制48.Marketing audit营销审计49.Return on marketing investment (or marketing ROI)营销投资收益率Part 2: Understanding the Marketplace and Consumers P. 58 Chapter 3: Analyzing the Marketing Environment P. 5850.Marketing environment 市场环境51.Microenvironment微观环境52.Macroenviroment宏观环境53.Marketing intermediaries营销中间商54.Public公众55.Demography 人口统计56.Baby boomers婴儿潮世代57.Generation X X世代lennials(or Generation Y)千禧世代(Y世代)59.Economic environment经济环境60.Engel’s laws恩格尔法则61.Natural environment自然环境62.Technological environment技术环境63.Political environment政治环境64.Cultural environment文化环境Chapter 4: Managing Marketing Information to Gain Customer Insights P. 8265.Customer insights顾客洞察力66.Marketing information system (MIS)市场信息系统67.Internal database内部数据库68.Marketing intelligence营销情报69.Exploratory research探索性调研70.Descriptive research描述性调研71.Causal research因果性调研72.Secondary data二手数据mercial online database商业在线数据库74.Observational research观察式调研75.Ethnographic research民族志调研76.Survey research询问式调研77.Experimental research实验室调研78.Focus group interviewing 焦点小组访谈79.Online marketing research 在线营销调研80.Online focus group在线焦点小组81.Sample样本82.Customer relationship management (CRM)客户关系管理83.Questionnaire 调查问卷Chapter 5: Understanding Consumer and Business Buyer Behavior P. 10884.Culture文化85.Subculture亚文化86.Social class 社会阶层87.Group 团队88.Opinion leader 意见团队89.Online social networks 在线文化网络90.Lifestyle 生活方式91.Personality 个性92.Motive(Drive)动机(驱动力)93.Perception感知94.Learning学习95.Belief信念96.Attitude态度97.Cognitive dissonance 认知失调98.New product 新产品99.Adoption process 采用过程100.Business buyer behavior 产业购买者行为101.Derived demand 派生需求102.Straight rebuy 直接重购103.Modified rebuy 修订重购买104.New task 新任务105.Systems selling(or solutions selling)系统销售(解决方案营销)106.Buying center 采购中心107.Value analysis 价值分析Part 3: Designing a Customer-DrivenMarketing Strategy and Mix P. 138 Chapter 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers P. 138108.Market segmentation 市场细分109.Market targeting(targeting)目标市场选择110.Differentiation 差异化111.Positioning 市场定位112.Geographic segmentation 地理细分113.Demographic segmentation 人口细分114.Age and life-cycle segmentation 年龄和生命周期细分115.Gender segmentation 性别细分116.Income segmentation 收入细分117.Psychographic segmentation 心里细分118.Behavior segmentation 行为细分119.Occasion segmentation 时机细分120.Benefit segmentation 利益细分121.Customer loyalty 顾客忠诚度122.Intermarket segmentation 跨国市场细分123.Target market 目标市场124.Undifferentiated (mass)marketing 无差异营销(大众营销)125.Differentiated (segmented)marketing 差异化营销(细分营销)126.Concentrated ()marketing 集中营销(利基营销)127.Micromarketing 微观营销128.Local marketing 地区营销129.Individual marketing 个性化营销130.Production position 产品定位petitive advantage 竞争优势132.Value proposition 价值主张133.Positioning statement 定位陈述Chapter 7: Products, Services, and Brands: Building Customer Value P. 164134.Product 产品135.Service 服务136.Customer product 消费品137.Convenience product 便利品138.Shopping product 选购品139.Specialty product 特殊品140.Unsought product 非渴求品141.Industrial product 产业用品142.Social marketing 社会营销143.Product quality 产品质量144.Brand 品牌145.Packaging 包装146.Product line 产品线147.Product mix (or product portfolio)产品组合148.Brand equity 品牌资产149.Store brand (or private brand)中间商品牌(自有品牌)150.Co-branding 合作品牌151.Line extension 产品延伸线152.Brand extension 品牌延伸153.Service intangibility服务的无形性154.Service inseparability服务的不可分离性155.Service variability服务的易变性156.Service perishability服务的易逝性157.Service-profit chain服务利润链158.Internal marketing 内部营销159.Interactive marketing 互动营销Chapter 8: Developing New-Product and Managing the Life-Cycle P. 192 160.New-product development 新产品开发战略161.Idea generation 产生创意162.Idea screening 筛选创意163.Product concept 产品观念164.Concept testing 概念测试165.Marketing strategy development 营销战略开发166.Business analysis 商业分析167.Product development 产品开发168.Test marketing 试销mercialization 商业化170.Customer-centered new-product development 以顾客为中心的新产品开发171.Team-based new-product development 基于团队的新产品开发172.Product life cycle 产品生命周期173.Style 风格174.Fashion 时尚175.Fad 热潮176.Introduction stage 导入期177.Growth stage 成长期178.Maturity stage 成熟期179.Decline stage 衰退期Chapter 9: Pricing:Understanding and Capturing Customer Value P. 212 180.Price价格181.Value-based pricing 价值导向定价182.Good-value pricing 最优价值定价183.Value-added pricing 价值增值定价184.Cost-based pricing 成本导向定价185.Fixed costs 固定成本186.Valuable costs 变动成本187.Total costs 总成本188.Cost-plus pricing 成本加成定价189.Break-even pricing (target profit pricing)盈亏平衡定价(目标利润定价)190.Target costing 目标成本法191.Demand curve 需求曲线192.Price elasticity 价格弹性193.Market-skimming pricing 市场撇脂定价194.High-definition television (HDTV)高清电视195.Market-penetration pricing 市场渗透定价196.Optional-product pricing 附属产品定价197.By-product pricing 副产品定价198.Product bundle pricing 产品捆绑定价199.Discount 折扣200.Allowance 折让201.Segmentation pricing 细分定价202.Psychological pricing 心理定价203.Reference pricing 参考定价204.Promotional pricing 促销定价205.Geographical pricing 地理定价206.Dynamic pricing 动态定价Chapter 10: Marketing Channels: Delivering Customer Value P. 242 207.Value delivery network 价值传递网络208.Marketing channel (distribution channel)营销渠道(分销渠道)209.Channel level 渠道层级210.Direct marketing channel 直接营销渠道211.Channel conflict 渠道冲突212.Conventional distribution channel 传统分销渠道213.Vertical marketing system (VMS)垂直营销系统214.Corporate VMS公司VMS(垂直营销系统)215.Contractual VMS 合同式VMS (垂直营销系统)216.Franchise organization 特许经营组织217.Administered VMS 管理式VMS (垂直营销系统)218.Horizontal marketing system 水平营销系统219.Multichannel distribution system 多渠道分销系统220.Disintermediation 去中介化221.Marketing channel design 营销渠道设计222.Intensive distribution 密集分销223.Exclusive distribution 独家分销224.Selective distribution 选择性分销225.Marketing channel management 营销渠道管理226.Marketing logistics (physical distribution)营销物流(物流)227.Supply chain management 供应链管理228.Distribution center 分销中心229.Intermodal transportation 多式联运230.Integrated logistics management 整合物流管理231.Third-party logistics (3PL)provider 第三方物流供应商Chapter 11: Retailing and Wholesaling P. 262232.Retailing 零售233.Specialty store 专卖店234.Department store 百货商店235.Supermarket 超级市场236.Convenience store 便利店237.Superstore 超级商店238.Category killer 品类杀手239.Service retailer 服务零售店240.Discount store 折扣商店241.Off-price retailer 廉价零售店242.Independent off-price retailer 独立廉价零售商243.Factory outlet 工厂直营店244.Warehouse club 仓储俱乐部245.Chain store 连锁店246.Franchise 特许经营247.Shopping center 购物中心248.Wheel-of-retailing concept 零售轮转理论249.Wholesaling 批发250.Wholesaler 批发商251.Merchant wholesaler252.Broker253.Agent254.Manufacturer’s sales branches and offices 制造商的销售分发机构和办事处Chapter 12: Communicating Customer Value: Advertising and Public Relations P. 294255.Promotion mix (Marketing Communication Mix)营销组合(营销沟通组合)256.Advertising 广告257.Sales promotion 销售促进258.Personal selling 人员推销259.Public relations 公告关系260.Direct marketing 直复营销261.Integrated marketing communication (IMC)整合营销沟通262.Push strategy 推式战略263.Pull strategy 拉式战略264.Advertising objective 广告目标265.Advertising budget 广告预算266.Affordable method 量力而行法267.Percentage-of-sale method 销售百分比法petitive-parity method 竞争对等法269.Objective-and-task method 目标任务法270.Advertising strategy 广告战略271.Madison & Vine 麦迪逊大街和好莱坞藤街272.Creative concept 创意概念273.Execution style 创作文体274.Advertising media 广告媒体275.Return on advertising investment 广告投资收益率276.Advertising agency 广告代理商277.Public relation 公共关系Chapter 13: Personal Selling and Sales Promotion P. 324278.Personal selling 人员推销279.Salesperson 销售人员280.Sale force management 销售队伍管理281.Territorial sales force structure 地域型销售组织机构282.Product sales force structure 产品型销售组织机构283.Customer sales force structure 顾客型销售组织机构284.Outside sales force (or field sales force)外部销售队伍(现场销售队伍)285.Inside sales force 内部销售队伍286.Team selling 团队销售287.Sales quota 销售定额288.Selling process 销售过程289.Prospection 寻找线索290.Preapproach 事先调查291.Approach 接触访问292.Presentation 展示293.Handling objection 排除异议294.Closing 完成交易295.Follow-up 后续工作296.Sales promotion 销售促进297.Customer promotions 消费者销售促进298.Event marketing 事件营销299.Trade promotion 贸易销售促进300.Business promotions 商业销售促进Chapter 14: Direct and Online Marketing: Building Direct Customer Relationships P. 348301.Direct marketing 直复营销302.Customer database 顾客数据库303.Direct-mail marketing 直接邮寄营销304.Catalog marketing 目录营销305.Telephone marketing 电话营销306.Direct-response television marketing 电视直销307.Online marketing 在线营销308.Internet 互联网309.Click-only companies 点击企业(即在线交易公司)310.Click-and-mortar companies 虚实结合营销311.Business-to-customer (B2C)online marketing 企业对消费者的在线营销312.Business-to-business (B2B)online marketing企业对企业的在线营销313.Customer-to-customer (C2C)online marketing消费者对消费者的在线营销314.Customer-to-business (C2B)online marketing消费者对企业的在线营销315.Corporate (or brand)Web site 公司(品牌)网站316.Marketing Web site 营销网站317.Online advertising 在线广告318.Viral marketing 病毒营销319.Online social networks 在线社交啊网络320.Spam 垃圾邮件Part 4: Extending Marketing P. 372Chapter 15: The Global Marketplace P. 372321.Global marketplace 全球市场322.Global firm 跨国公司323.Economic community 经济共同体324.Americanization 美国化325.Exporting 出口326.Joint venturing 组建合资公司327.Licensing 许可经营328.Contract manufacturing 合同制造329.Management contracting 合同管理330.Joint ownership 合同所有331.Direct investment 直接投资332.Standardized global marketing 全球标准化营销333.Straight product extension 直接产品延伸334.Product adaptation 产品适应335.Product invention 产品创新munication adaptation 沟通适应337.Whole-channel view 整渠道视野Chapter 16: Sustainable Marketing: Social Responsibility and Ethics P. 394 338.Consumerism 消费者保护主义339.Environmentalism 环境保护主义340.Environmental sustainability 环境可持续发展341.Enlightened marketing 远见营销342.Consumer-oriented marketing 消费者导向营销343.Customer-value marketing 顾客价值营销344.Innovative marketing 创新营销345.Sense-o-mission marketing 使命感营销346.Societal marketing 社会营销347.Deficient product是不完善的产品348.Pleasing products 令人愉快的产品349.Salutary products 有益的产品。
市场营销专业术语
营销用语营销组合(marketing mix)服务市场(served market)公司销售预测(company sales forecast)购买概率量表(purchase probability scale)环境预测(environmental forecast)连锁比率法(chain ratio method)先导指标法(leading indicator)最低市场需求(market minimal)合格有效市场(qualified available market)可扩展市场(expandable market)渗入市场(penetrated market)市场潜量(market potential)需求的营销敏感性(marketing sensitivity of demand)有效市场(available market)不可扩展市场(nonexpendable market)顾客化营销(customized marketing)突出属性(salient attributes)消费者选择的分取模式(disjunctive model )消费者选择的期望值模式(expectancy value model)意见领导者(opinion leader)意见追随者(opinion follower)购买意图(purchase intention)认知冲突(cognitive dissonance)认知的使用效果(perceived performance)认知风险(perceived risk)全面成本领导(overall cost leadership)聚焦战略(集中化战略)(focus)差异化战略(differentiation)自然环境(natural environment)宏观环境(macro environment)技术环境(technological environment)经济环境(economic environment)人口统计(demography)人口统计环境(demographic environment)文化环境(cultural environment)政治环境(political environment)法律环境(legal environment)营销中介机构(marketing intermediary)组织购买(organizational buying)定位不足(under positioning)定位过分(over positioning)定位混乱(confused positioning)市场利基者(market niches)产品线特色决策(product-line feature)产品线填补决策(line—filling)产品组合(product mix)产品属性的重要性权数(degrees of importance)撇脂定价法(market-skimming pricing)无品牌产品(generics)是指包装简单且没有制造者的标记,主要目的是要节省包装及广告费用,降低成本。
b2b电子商务营销决策论文(共2篇)
b2b电子商务营销决策论文(共2篇)第1篇:B2B电子商务的SWOT分析一、B2B电子商务的SWOT分析1.B2B电子商务的优势。
第一,在Internet上进行交易磋商,降低国内外企业间的交易成本,不受时间和空间的限制,增加了商机。
B2B使国内外买卖双方的信息交流低廉、快捷。
信息交流是买卖双方实现交易的基础,传统商务活动的信息交流是通过电话、电报或传真等工具,这与Internet信息是以web超文本传输不可同日而语。
笔者利用商务网络平台帮某企业发布产品信息,对产品进行询盘的主要用电话(国内)、e-mail和QQ(国外)。
电子商务可以降低企业(卖方)的促销成本。
通过Internet发布企业产品价目表,进行新产品介绍和宣传企业形象,与按传统的电视、报纸广告相比,可以更节约成本,更有效。
另外,B2B电子商务可以夜以继日无间断运作,网上的业务可以开展到传统营销人员和广告促销所达不到的市场范围。
第二,企业可以实现“零库存管理”。
企业为应付变化莫测的市场需求,通常需保持一定的库存量。
但企业高库存政策将增加资金占用成本,且不一定能保证产品或材料是适销货品;而企业低库存政策,可能使生产计划受阻,交货延期。
因此寻求最优库存控制是企业管理的目标之一。
以信息技术为基础的电子商务则可以改变企业决策中信息不确切和不及时问题。
通过Internet可以将市场需求信息传递给企业决策生产,同时也把需求信息及时传递给供应商而适时得到补充供给,从而实现“零库存管理”。
总之,B2B电子商务能使网络营销成本低;市场范围扩大,交易信息充分;平台上产品、服务以及流通信息等都更具一致性,当集结了大量供应商和采购商并有良好知名度后,能给中小企业创造更大效益、规模经济和竞争优势。
2.B2B电子商务的劣势。
(1)B2B电子商务网站栏目和产品分类设置不合理,大量新发布的信息无法被搜索引擎收录。
分类目录不合理将造成用户难以获取网站信息、搜索引擎忽略二级栏目及二级栏目中的信息。
利基市场相近的词语
利基市场(Niche Market)是指一种狭窄的、特定的、未被充分满足的市场需求。
在这个市场中,企业可以专注于某一类消费者或某一类产品或服务,以满足其独特的需求和期望。
与利基市场相近的词语包括:
细分市场(Segment Market):指将整个市场划分为若干个子市场,每个子市场都具有相似的消费者特征、需求和行为。
细分市场可以帮助企业更好地了解目标消费者,制定更精准的营销策略。
目标市场(Target Market):指企业选择的、具有共同需求和特征的消费者群体。
目标市场是企业制定营销策略和产品定位的基础。
蓝海市场(Blue Ocean Market):指一个尚未被充分开发或未被竞争对手占据的市场空间。
在这个市场中,企业可以创造新的需求,实现快速增长和竞争优势。
这些词语都涉及到市场细分和定位的概念,但侧重点略有不同。
利基市场强调的是狭窄、特定的市场需求,细分市场则更侧重于将整个市场划分为不同的子市场;目标市场则强调企业选择的具有共同需求和特征的消费者群体;而蓝海市场则强调创造新的需求和实现快速增长的可能性。
垂直行业学习笔记
垂直⾏业学习笔记百度百科垂直⾏业 verticals数学中垂直的定义为:与给定直线或平⾯成直⾓。
故A⾏业形成⼀个平⾯,⽽B公司与A⾏业垂直只有⼀个交点时,即称为垂直⾏业。
垂直⾏业多指电商⾏业。
垂直⾏业“垂直门户”是相对 Yahoo!这样的传统门户⽹站⽽⾔, Yahoo!链接的内容⼴泛⽽全⾯,覆盖各⾏各业,“垂直门户”则专注于某⼀领域(或地域)如IT、娱乐、体育,⼒求成为关⼼某⼀领域(或地域)内容的⼈上⽹的第⼀站。
垂直⽹站的特⾊就是专⼀。
他们并不追求⼤⽽全,他们只做⾃⼰熟悉领域的事。
他们是各⾃⾏业的权威、专家,他们吸引顾客的⼿段就是做得更专业、更权威、更精彩。
他们也⽤⼴告宣传⾃⼰,但他们太了解这个⾏业了。
只需吹灰之⼒,就可以让顾客们知道:⽹站⼜开新栏⽬了,⼜推新产品了……⽽垂直⽹站的顾客也不是普通的顾客。
他们基本上都是该⾏业的消费者。
每⼀个顾客代表的购买⼒,⽐综合⽹站顾客的平均⽔平要⾼出许多倍。
所以垂直⽹站常常能以⽐综合⽹站少得多的访问量换来更多的⼴告。
如果加上电⼦商务,垂直⽹站就能以权威、专业的内容吸引、刺激和带动顾客的消费。
因为他知道他的顾客在那⾥,需要什么,顾虑什么。
这便为顾客提供⼀条龙式的服务模式——以⾃⼰的内容指引顾客消费⾃⼰的商品。
垂直门户的电⼦商务有专家指引,购物⽅便⼜明智,终将吸引越来越多的消费者。
较少的投⼊,较多的⼴告收⼊,⾏业权威的影响⼒,本⾝就形成了⼀个正螺旋效应,如果再加上专业化的电⼦商务,垂直门户前途⼀⽚光明。
垂直⾏业发展中国电⼦商务在起步阶段孕育了很多多元化的电⼦商务⽹站,如B2C的卓越当当,C2C的淘宝和B2B的阿⾥巴巴等。
这些⽹站就像综合类的⼤百货商店,在初期也只为所有产品提供统⼀的服务。
随着电⼦商务产业的成熟,垂直化的服务开始受到重视。
如主营服饰的凡客诚品和3C起家的京东等都提供了个性化的体验。
其实电⼦商务的垂直化运营在国外早就有⽐较成熟的发展。
美国最⼤的购物⽹站亚马逊虽然经营的产品包罗万象,但是各个产品类⽬都有⾃⼰的专业团队独⽴运营以符合不同⽤户的需求。
垂直专业化
垂直专业化:经济全球化中的贸易和生产模式[摘要] 垂直专业化的生产和贸易是当今经济全球化中最重要的现象之一。
中国作为一个大国和发展中国家, 垂直专业化的程度相对较高。
随着中国加入WTO , 跨国公司的垂直专业化战略模式将深入到中国的每一个角落, 渗透在人们的生产生活中, 对此, 中国企业必须有自己的应对方案。
一、垂直专业化的概念界定和衡量方法当今经济全球化的趋势改变了国家之间的经济联系方式, 使传统的国际贸易形式和性质发生了根本的变化。
其中最重要的变化之一, 就是生产过程中国家间的内在联系日益紧密, 中间产品贸易不断增加, 形成了跨越许多国家的垂直性贸易链, 一种商品的生产过程延伸为多个连续的生产阶段, 每一个国家只在某个连续的特殊阶段进行专业化生产。
这种现象被人们称之为“垂直专业化”(VerticalSpecializing) 。
垂直专业化的国际生产和贸易模式, 是跨国公司对外直接投资迅速增长以及其全球采购、生产、销售经营方式的直接结果, 它把企业在不同国家(地区) 之间的采购、生产、销售等活动联为一体。
例如, 跨国公司从日本或者欧洲购买电子元器件,把它们运到苏州工业园生产加工成电子设备或电子消费品, 然后再出口销售到欧美或其他国家。
在这个例子中, 跨国公司的贸易关系至少涉及两个以上的国家或地区, 它们在功能上是把苏州工业园作其生产加工制造中心来看待的。
垂直专业化这一概念自20 世纪80 年代以后,被其他学者广泛地加以引申和转换。
目前在国内外相关的研究文献中有多种意义相近但又不完全一致的提法, 如“价值链切片”、“外包化生产”、“生产的非一体化”、“碎片化生产”、“多阶段生产”和“内部生产专业化”等等。
这些概念用于不同的研究目的, 但出现频率较高的概念是“外包化生产”或“国际外包化生产”。
“外包化生产”是指跨国公司根据比较利益的原则, 主动把一些在本国生产缺乏竞争优势的零部件生产阶段, 配置在其他国家或地区, 自己则集中精力生产某种商品的核心部分, 利用自己在管理、品牌、市场、研究开发以及系统集成等方面的优势, 进行全球采购、生产和营销的活动。
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Contents
1 2 3 4 5 Comparison with horizontal markets Professional Definitions of Vertical Markets Examples See also References
Comparison with horizontal mainitions of Vertical Markets
Governments and professional organizations have developed various standards for defining vertical markets. The United States Department of Labor, Bureau of Labor Statistics[5] maintains a taxonomy called the North American Industry Classification System (NAICS) that has a tiered structure with numeric codes. Each
See also
Horizontal market Vertical integration Vertical monopoly
References
1. "vertical market" (http://www /5242/vertical_market.html) . InvestorW . 2. [1] (/2013/01/15/think-vertical-when-creating-a-mobile-business-strategy/) 3. [2] (http://www /af filiate-marketing/understanding-a-niche-vs-a-vertical/) 4. "horizontal market"(http://www /2340/horizontal_market.html) . . 5. /iag/tgs/iag_index_naics.htm 6. http://unstats.un.or g/unsd/cr/registry/isic-4.asp
Vertical market
From Wikipedia, the free encyclopedia
A vertical market is a market in which vendors offer goods and services specific to an industry, trade, profession, or other group of customers with specialized needs. An example could be software that manages services in hotels—amenities solutions. It is distinguished from a horizontal market, in which vendors offer a broad range of goods and services to a large group of customers with a wide range of needs, such as businesses as a whole, men, women, households, or, in the broadest horizontal market, everyone. The activities of participants within any given vertical market are typically similar in that they aim at solving the same or similar problems. These markets are typically competitive, because of the overlapping focuses of the products and services that are provided to the customers. The single defining characteristic of the participants in a vertical market is competition within a well-defined segment. Horizontal market participants often attempt to meet enough of the different needs of vertical markets to gain a presence in the vertical market. Their similar products/services tend to be less of a fit but also less expensive than specialized, vertical participant solutions. Vertical market software is software aimed at addressing the needs of any given business within a discernible vertical market.
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Examples
Some common examples of vertical markets: Automotive Banking Consumer Education Engineering Energy Oil and Gas Fast-Moving Consumer Goods (FMCG) Financial (Finance) Food and beverage Government - federal, state, local Healthcare Insurance Legal Manufacturing Media Online Real estate Religion Retail Jewelry Technology Telecommunications Transportation (Travel) Electronics
additional digit in the numeric code represents a further subdivision of the industry. The International Standard Industrial Classification has been maintained by the United Nations since the 1950s and was last updated in 2008[6]