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 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 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 organizational 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 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,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market 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 product
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multi—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 pricing
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distribution channel design
实体分配physical distribution
渠道冲突channel conflict
cha15 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-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。