Customer-Driven-Marketing-Strategy-顾客驱动型营销战略

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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 andbusiness 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 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-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。

科特勒市场营销习题与答案

Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers 1) When a company identifies the parts of the market it can serve best and most profitably, it is practicing ________.A) concentrated marketingB) mass marketingC) market targetingD) segmentingE) differentiationAnswer: CDiff: 2 Page Ref: 191Skill: ConceptObjective: 7-12) What are the four steps, in order, to designing a customer-driven marketing strategy?A) market segmentation, differentiation, positioning, and targetingB) positioning, market segmentation, mass marketing, and targetingC) market segmentation, targeting, differentiation, and positioningD) market alignment, market segmentation, differentiation, and market positioningE) market recognition, market preference, market targeting, and market insistenceAnswer: CDiff: 2 Page Ref: 191Skill: ConceptObjective: 7-13) Which type of segmentation centers on the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?A) behavioralB) psychographicC) occasionD) impulseE) emergencyAnswer: CDiff: 2 Page Ref: 196Skill: ConceptObjective: 7-24) Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________.A) user statusB) usage ratesC) benefitD) behaviorE) loyalty statusAnswer: ADiff: 1 Page Ref: 197Objective: 7-25) Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by ________.A) user statusB) loyalty statusC) store typeD) brand preferenceE) usage rateAnswer: BDiff: 1 Page Ref: 197Skill: ConceptObjective: 7-26) Consumer and business marketers use many of the same variables to segment markets. Business marketers use all of the following EXCEPT ________.A) operating characteristicsB) purchasing approachesC) situational factorsD) personal characteristicsE) brand personalitiesAnswer: EDiff: 3 Page Ref: 198Skill: ConceptObjective: 7-27) When the size, purchasing power, and profiles of a market segment can be determined, it possesses the requirement of being ________.A) measurableB) accessibleC) substantialD) actionableE) observableAnswer: ADiff: 2 Page Ref: 200Skill: ConceptObjective: 7-28) When a business market segment is large or profitable enough to serve, it is termed ________.A) measurableB) accessibleC) substantialD) actionableE) differentiableAnswer: CDiff: 2 Page Ref: 200Objective: 7-29) To evaluate the different market segments your company serves, you would look at all of these factors EXCEPT which one?A) segment sizeB) segment growthC) segment structural attractivenessD) company valuesE) company resourcesAnswer: DDiff: 3 Page Ref: 201Skill: ConceptObjective: 7-310) Which of the following is NOT one of the reasons a segment would be less attractive to a company?A) strong competitorsB) substitute productsC) concentrated marketD) power of buyersE) power of suppliersAnswer: CDiff: 2 Page Ref: 201Skill: ConceptObjective: 7-311) The 55-year-old baby boomers share common needs in music and performers. When a music company decides to serve this group, the group is called a(n) ________.A) market segmentB) target marketC) well-defined marketD) differentiated marketE) undifferentiated marketAnswer: BDiff: 1 Page Ref: 201Skill: ConceptObjective: 7-312) When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one. This approach is called ________ marketing.A) undifferentiatedB) differentiatedC) targetD) individualE) nicheAnswer: BDiff: 2 Page Ref: 202Skill: ConceptObjective: 7-313) Developing a strong position within several segments creates more total sales than ________ marketing across all segments.A) undifferentiatedB) differentiatedC) nicheD) targetE) individualAnswer: ADiff: 3 Page Ref: 202Skill: ConceptObjective: 7-314) Using concentrated marketing, the marketer goes after a ________ share of ________.A) small。

4c营销策略

4c营销策略营销策略在企业的发展中起到了至关重要的作用。

而今天，随着科技的迅猛发展，传统的4P营销策略已经不再适用于现代市场。

取而代之的是一种更加注重消费者体验和与消费者互动的4C营销策略。

本文将着重探讨4C营销策略的特点、优势以及如何应用于实际商业运营中。

一、4C营销策略的特点1. 消费者导向（Consumer-oriented）：4C营销策略强调消费者的需求和期望，将消费者放在营销的核心地位。

通过深入了解消费者的心理、价值观和购买行为，企业能够更准确地预测市场需求，并因此调整产品、定价和宣传策略。

2. 互动性（Communication）：传统的4P营销策略是企业单向地向消费者传递信息，而4C营销策略则是建立在双向互动的基础上。

消费者不再被动地接受企业的宣传，而是可以积极参与产品设计、品牌建设和市场推广等过程中，从而与企业建立更加紧密的联系。

3. 客户价值（Customer value）：4C营销策略将关注焦点从产品转移到价值上。

企业需要提供更有吸引力和有价值的产品和服务，以满足消费者的真正需求，并为他们创造正面的消费体验。

通过不断提升客户价值，企业能够建立长期稳定的客户关系，并从中获得持续的竞争优势。

4. 成本效益（Cost-effectiveness）：相对于传统的4P营销策略，4C营销策略更加注重提高营销效率和减少浪费。

通过精确的市场定位、有针对性的宣传和有效的相互互动，企业能够节约市场推广成本，并将资源重点投入到真正能够产生回报的领域。

二、4C营销策略的优势1. 建立消费者忠诚度：通过4C营销策略，企业能够更好地了解消费者的需求，提供符合他们期望的产品和服务，进而建立稳定的客户关系。

消费者在得到良好的消费体验后，更有可能成为忠实的买家，并推荐企业给予他们的亲朋好友。

2. 提高营销效果：通过双向互动和精确的市场定位，企业能够更好地了解消费者的反馈和市场需求。

根据消费者的意见和建议，及时调整产品和宣传策略，提高广告投放的精准度，并从中获得更好的营销效果。

小米的营销策略毕业论文

小米的营销策略毕业论文Title: The Marketing Strategies of XiaomiIntroductionIn recent years, Xiaomi has emerged as a leading player in the global smartphone market with its innovative products and affordable pricing. This paper aims to analyze Xiaomi's marketing strategies and shed light on its success in the highly competitive technology industry.1. Focus on Online Sales and Direct-to-Consumer ModelXiaomi's primary marketing strategy revolves around selling its products online through its official website and various e-commerce platforms. This not only helps the company reduce distribution costs but also enables direct communication with customers. Xiaomi's direct-to-consumer model allows for better feedback collection and faster response to customer needs, ultimately resulting in product improvements and customer satisfaction.2. Emphasis on Product DifferentiationXiaomi understands the importance of differentiation in a saturated marketplace. The company focuses on delivering innovative features and technologies at affordable prices. By incorporating customer feedback and market research, Xiaomi continuously improves its products and offers unique features that are not typically found in smartphones in the same price range. This strategy helps Xiaomi stand out and attract a large customer base.3. Community-Driven MarketingXiaomi leverages its large user base to create a sense of community and brand loyalty. It actively engages with customers through various online forums, social media platforms, and offline events. By involving customers in product development and decision-making processes, Xiaomi creates a sense of ownership among its users, leading to increased brand loyalty and word-of-mouth marketing.4. Global Market ExpansionXiaomi's marketing strategy includes global market expansion, with a particular focus on emerging markets. The company enters these markets with affordable products, targeting price-sensitive consumers who seek value for money. Xiaomi's expansion strategy also involves localized marketing campaigns and partnerships with local distributors, which helps the company understand the specific requirements and preferences of different markets.5. Ecosystem and Cross-SellingOne of Xiaomi's unique marketing strategies is its ecosystem approach. Xiaomi offers a wide range of products beyond just smartphones, including smart home devices, wearables, and IoT devices. By creating an ecosystem of interconnected devices, Xiaomi aims to enhance user experience and cross-sell its products. This strategy not only increases revenue but also strengthens customer loyalty by promoting the integration of Xiaomi products into consumers' daily lives.6. Compelling Marketing CampaignsXiaomi's marketing campaigns are known for their creativity and emotional appeal. The company often collaborates with celebrities, social media influencers, and popular culture icons to create buzz around its products. These campaigns not only increase brand awareness but also generateexcitement and desire among consumers, leading to higher sales.ConclusionXiaomi's success can be attributed to its effective marketing strategies, which include a focus on online sales, product differentiation, community-driven marketing, global market expansion, the ecosystem approach, and compelling marketing campaigns. By understanding customer needs, engaging with the community, and continuously innovating, Xiaomi has managed to establish itself as a global brand in the highly competitive technology industry.。

市场营销知识的一些术语

新概念英语王牌教程成人版中关于市场营销知识的一些术语Key words in marketing(市场营销学中的核心词汇)市场(market) 需求(demand) 市场营销(marketing) 商品(goods) 服务(service) 顾客满意(customer satisfaction)交易(transaction) 营销者(marketer)生产生产观念(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(societal concept) 顾客(customer) 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)全面质量营销(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 competitors)产品形式竞争者(product competitors)品牌竞争者(brand competitors) 公众(publics)目标市场(target market)市场营销组合(marketing mix)情绪(moods)消费者行为(customer behavior) 文化(culture)人口统计因素(demographics)社会阶层(social class)亚文化(subculture)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)情绪(emotion)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(non-profit organization)非营利组织市场(non-profit organization market) 政府市场(government market)直接再购(straight rebuy)修正再购(modify 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(marketing research)描述性调研(descriptive research)解释性调研(interpretive research)预测性调研(predictive research)市场需求量(market demand)企业需求量(market 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(mission statement)战略经营单位(strategic 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(marketing 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(backward 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(market leader)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(market niche)市场细分(market segmentation)目标市场(target market)市场定位(market positioning)无差异性市场战略(undifferentiated marketing tactics)差异性市场战略(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(durablegoods)非耐用品(nondurable goods)产品线(product line)产品项目(product item)产品组合(product mix or product assortment)产品组合的长度(product mix length)产品组合的深度(product mix depth)产品组合的关联度(product mix consistency)产品生命周期(product life cycle)开发期(development stage)引进期(introduction stage)成长期(growth 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(packaging 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)多品牌(multi-brands)统一的个别品牌(company/individual brand)合作品牌(co-branding)品牌资产(brand equity)品牌设计(brand designing)品牌延伸(brand extension)内涵不变式延伸(gradual changing meaning extension))品牌管理(brand management)成本导向定价(cost-driven pricing)需求导向定价(demand-driven pricing)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)招来定价(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 disign)实体分配(physical distribution)渠道冲突(channel conflict)促销(promotion)促销策略(promotion policies)情感诉求(emotional appeals)理性诉求(rational appeals)道德诉求(moral appeals)大众传播媒体(mass media)气氛(atmosphere)事件(events)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)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)劝说性广告(persuasive advertising)提示性广告(reminder advertising)整合营销传播(integrated marketing communication)接触管理(contact management)人员推销(personal selling)服务(service)服务核心产品(core product)服务附加产品(supplementary product)整合服务营销(integrated service marketing)服务的无形性(intangibility of service)服务的体验属性(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)绿色营销(green marketing)城市营销(city marketing)网络营销(network marketing)会展营销(exhibition marketing)文化营销(cultural marketing需要:need欲望want需求:demand产品:product关系营销:relationship marketing 营销网:marketing network生产观念:the production concept 产品观念:the product concept相关群体:reference group购买者角色:buying role购买行为:buying behavior认知需求:problem recognization 搜集信息:information search组织者市场:organization market 派生需求:derived demand缺乏弹性:inelastic demand品牌策略:brand strategy制造商品牌:manufactures brand 定价策略:pricing strategie现金折扣:cash discount数量折扣:quantity discount功能折扣:functional discount季节折扣:seasonal discount新产品定价:new product pricing产品组合定价:product-mix pricing分销渠道:distribution channel密集分销渠道:intensive distribution 选择性分销:selective distribution独家分销:exclusive distribution中间商品牌:intermediaries brand批发商:whoksaler零售商:retailer百货公司:department store超市:supermarket便利店:convenience store折扣店:discount store促销组合:promotion mix交流信息:communicating information 人员销售:personalo selling广告策略advertising strateqie公共关系public relation营销调研:marketing research产品策略:product strategie产品组合:product mix营销观念:the marketing concept消费者市场consumer market顾客满意:customer satisfaction顾客总价值:total customer value顾客总成本:total customer value营销环境:marketing environment营销信息系统:marketing information syste 市场细分策略:market segmentation startegie 目标市场策略:market tageting strategie市场定位策略market positioning strategie产品市场寿命周期;the product life cycle销售观念:the selling/sales concept社会营销观念:the societal marketing concept 宏观营销环境:macro-marketing environment 消费者行为模式:model of consumer behavior 价值,成本和满意:value,cost,andsatisfaction 交换和交易exchange and transaction营销者和预期顾客:marketers。

customer marketing工作内容

Customer Marketing工作内容1.概述在现代市场中，客户营销（C us to me rM ar k et in g）被认为是一种重要的策略，旨在与现有客户建立紧密的关系，提升客户忠诚度，并最终实现业务增长。

本文将介绍和探讨客户营销工作的内容和重要性。

2.客户分析和维护2.1客户分析客户分析是客户营销的第一步，它帮助企业更好地了解自己的客户群体。

通过分析客户的特征、需求和购买行为，企业可以制定相应的营销策略。

具体的客户分析内容包括：-客户数据收集和整理：收集客户的基本信息、购买记录、偏好等数据，并进行系统化的整理和分析。

-市场细分和目标客户确定：根据客户的特征和需求，将市场划分为不同的细分群体，并确定目标客户。

2.2客户维护客户维护是客户营销的关键环节，它旨在建立和维持与客户的良好关系。

通过定期沟通、提供优质服务和关怀，企业可以增强客户的忠诚度和满意度。

一些常见的客户维护活动包括：-客户关怀计划：制定定期的客户关怀计划，包括生日祝福、节日问候等，以表达对客户的重视和关心。

-客户反馈收集：定期向客户发送满意度调查，并根据客户反馈改进产品和服务。

-客户培训和教育：提供相关的培训和教育资源，帮助客户更好地使用和享受企业的产品或服务。

3.客户沟通和推广客户沟通是客户营销的核心环节，它包括向客户传递信息、促进交流和建立信任关系。

有效的客户沟通可以加深客户的关系、提高客户满意度，具体的客户沟通方式包括：-电子邮件营销：通过电子邮件向客户发送有关产品更新、促销活动等信息。

-社交媒体互动：通过社交媒体平台与客户进行互动和交流，回答客户问题，解决客户疑虑。

-定期通讯：定期向客户发送电子或纸质的公司新闻简报、产品更新等信息。

3.2客户推广客户推广是通过现有客户来促使新客户购买产品或服务的一种方式，它可以带来口碑宣传和销售增长。

客户推广的具体做法包括：-优惠奖励计划：向现有客户提供优惠或奖励，鼓励其介绍新客户。

第6章顾客驱动营销战略

6
MARKETING AN INTRODUCTION Armstrong/Kotler
客户驱动型营销战略
为目标客户创造价值
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
章节目录
• 客户驱动型营销战略 • 市场细分 • 市场定位 • 差异化营销和市场定位
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
6- 2
顾客驱动营销战略
选择服务的客户市场细分
将全部市场划分为更小的细分市场。
目标选择选择要进入的细分市场。
为目标客户创造价值。
决定价值定位差异化营销
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
6 - 13
问题讨论
一家当地的会计事务所想要扩展他们的业务。在选择目标市场的时候他们必须考虑哪些因素？
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
将市场供给品差异化从而创造出色的客户价值。
市场定位在消费者的头脑中定位这些提取物。
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
6- 3
市场细分
市场细分将有着特定需求、个性或者行为从而要求不同的营销策略或组合的购买者分成更小的市场。

客户关系管理的15个模型总结

客户关系管理的15个模型总结客户关系管理（Customer Relationship Management，CRM）是企业管理中的重要部分，旨在建立和维护与客户的良好关系，以实现长期利润和增长。

为了有效地实施CRM策略，许多模型和框架被提出，用于指导企业在不同阶段与客户互动的方式。

以下是15个常见的CRM模型总结：1. 顾客生命周期价值模型（Customer Lifetime Value Model）用于确定客户在其生命周期内为企业带来的价值，以便制定相应的营销策略。

2. RFM模型（Recency, Frequency, Monetary）通过分析客户最近的购买时间、购买频率和消费金额来识别高价值客户。

3. 顾客满意度模型（Customer Satisfaction Model）用于测量和管理客户对产品或服务的满意度，以提高客户忠诚度和口碑。

4. 顾客忠诚度模型（Customer Loyalty Model）通过建立忠诚度计划和奖励机制来吸引客户，并提高他们的忠诚度和留存率。

5. 顾客参与度模型（Customer Engagement Model）通过互动和参与来建立深度的客户关系，促进品牌忠诚度和口碑传播。

6. 顾客关系阶梯模型（Customer Relationship Ladder Model）通过不同的阶段来描述客户与企业之间的关系，从了解到忠诚度再到推荐。

7. 顾客关系质量模型（Customer Relationship Quality Model）评估客户关系的质量，包括互动、信任、满意度等方面，以确定关系的健康状况。

8. 顾客细分模型（Customer Segmentation Model）将客户分为不同的细分市场，以便更好地理解他们的需求和行为，并提供个性化的服务。

9. 顾客体验模型（Customer Experience Model）通过设计和优化客户体验来提高客户满意度和忠诚度，从而增加企业的竞争力。

营销学四大经典理论4P4C4R4I-4S

以是无形的服务、技术、知识或智慧等。

价格的制定手段很多，竞争比较法、成本加成法、目标利润法、市场空隙法，这些方法的目标是使产品成为可交换的商品。

企业以盈利为目标，所以定价要具有兼顾销售效率和企业效益的双重考虑，打价格战是一种定价和竞争策略，但价格低并非总是凑效，曾经就有一个朋友，面临玉兰油的同一个产品在两个不同商家销售价格不同的购买选择，一家是按全价销售，另一个则是八折销售。

结果却是选择了原价购买。

信息不对称，使价格中蕴涵了太多的附加臆测信息，品质、期限、真伪、质量、效用，价格不仅与产品本身相关联，也与品牌的附加内涵和价值相关联，与市场的供求关系相关联，与所选择的购物场所的信誉相联系。

传统意义的促销是人员推广、广告、攻关活动和销售促进。

这些方式在营销过程中有着非常广泛的应用。

渠道是产品从生产方到消费者终端所经历的销售路径。

普通消费品会经过代理商、批发商、商场或零店的环节。

B2C模式中也有电话直销、电视直销、网络直销、人员直销、专卖店直销等模式。

直销模式大大缩减了从厂家到买家的中间环节，将中间利润让渡给消费者或作为新的营销模式所产生的额外费用的补偿。

B2B 模式中也可能采取厂家对厂家的直接销售或选取代理商的中间销售模式。

4P’s之后，因为服务业在70年代迅速发展，有学者又增加了第5个“P”，即“人”(Pe ople)；又因为包装在包装消费品营销中的重要意义，而使“包装”(Packaging)成为又一个“P”；70年代，“营销管理之父”科特勒在强调“大营销”的时候，又提出了两个“P”，即公共关系(Publications)和政治(Politics)。

当营销战略计划受得重要的时候，科特勒又提出了战略计划中的4P过程，即研究(Probing)、划分(Partitioning)即细分(Segmentation)、优先(Prioritizing)、定位(Positioning)，营销组合演变成了12P ’s。

消费者权利保护法外文文献ConsumerBehaviorandMarketingStrategy

本科毕业论文外文文献及译文文献、资料题目:Ｃoｎsumer Bｅｈavior andMａｒketｉｎg Sｔｒate ｇy文献、资料来源:MachinｅPｒess，2007．7(10tｈ）文献、资料发表(出版)日期:2００7。

7.10院（部）:法政学院专业:法学班级:法学111姓名:赵飞学号: 2０1１１３1023指导教师：高岩翻译日期：２01５。

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20外文文献：Ｃｏｎsｕｍer Behaｖiｏr and Ｍａrｋetｉng Strateｇy Tｈe fieｌd ｏf cｏｎsuｍeｒbeｈavior ｉｓthe sｔudｙｏf ｉndivｉduals, groups, oｒorganizａｔions and pｒoceｓseｓthｅy usｅto selecｔ，ｓecuｒｅ,uｓe, ａｎｄd ｉspoｓe ｏｆpｒｏductｓ,servｉces, ｅxperiences, or ｉｄeaｓｔｏsatｉsfy ｎeedｓa ｎd tｈe ｉmpacts that these prｏcesｓｅs haｖe on thｅｃonsuｍerａnd soｃiety.Ｔｈis iｓa bｒoａder vｉeｗof coｎsｕmer behａvｉｏr thａn the ｔraditiｏｎaｌone, wｈich fｏcｕsed mucｈｍoreｏn the ｂuyeｒanｄthe iｍmedｉate anｔｅｃedents and cｏnse ｑuｅnces oｆtｈe pｕｒcｈasｉｎg ｐrocｅss．Ｔｈis vｉeｗwｉll lｅａd uｓto exａmine indｉｒｅct infｌｕenｃes on coｎsｕmptiｏn deciｓiｏnｓas well aｓconsequencｅs that involve ｍoｒｅtｈan ｔhｅpurchaser and seｌlｅｒ。

Ｔo suｒvi ｖeｉn ａcompｅtｉtｉve environment, ａn ｏrganizatiｏn mｕsｔprovｉｄe tarｇet customeｒs ｍｏｒe value ｔhan ｉs ｐrｏｖidｅd by ｉts cｏmpetitors. Custｏmer value iｓｔｈe ｄiffｅｒenｃe beｔｗeen all ｔhe ｂeｎefｉts deriｖed ｆrom a totaｌpｒodｕct ａnd alｌｔhｅcｏsｔs of acｑuｉrｉng thｏsｅbenefits.From ｔｈe ｄomestｉｃmarkeｔ, the Cｈｉnese coｎsumer psychology ｃｏmpaｒｅd ｔo Eｕｒoｐe ａnd the Ｕnited Stａｔeｓaｎd ｏther coｕntriｅs，has boｔhｇeneraliｔy and the particulａriｔy of our，afteｒｔhe authoｒof tｈｅｓtudy, obsｅrｖatiｏn aｎｄsｕｍmａrｙ, I fｏｕnd theｆollｏｗing eｉｇhｔcｏnsuｍeｒpｓycｈｏlogｙ，ｉn Chiｎa isｑｕｉte ｕniveｒsalitｙ，have veryｇooｄmarkｅtinｇvaｌue，oｕt of dｅsirｅtｏdiscuss with ｙｏu iｍprove ｔoｇeｔｈer,is ｌistｅｄas fｏlｌows。

企业营销中的客户价值驱动因素及策略

企业营销中的客户价值驱动因素及策略•阅读消耗积分：0•浏览数：363•评论数：0撰稿：admin发表于：2009-12-04 09:22在企业营销活动中，客户关系管理(CRM)是一种非常重要的战略，它采用先进的数据库和其它信息技术来获取客户数据，分析客户行为和偏好特性，积累和共享客户知识，有针对性地为客户提供产品或服务，发展和管理客户关系，培养客户长期的忠诚度，以实现客户价值最大化和企业收益最大化之间的平衡。

下面重点围绕客户的价值来分析客户的类型，并研究企业针对不同客户类型的定制化服务策略。

一、客户的价值及投资成本(一)客户的终生价值客户终生价值(customer lifetime value)是指对一个新客户在未来所能给公司带来的直接成本和利润的期望净现值，简言之，就是考虑未来客户产生的利润，现在客户对企业的价值。

一个客户的价值由三部分构成：(1)历史价值，即到目前为止已经实现了的客户价值;(2)当前价值，是指如果客户当前行为模式不发生改变的话，在将来会给公司带来的客户价值;(3)潜在价值，是指如果公司通过有效的交叉销售、调动客户购买积极性或客户向别人推荐产品和服务等，从而可能增加的客户价值。

不同终生价值的客户对企业的意义是不同的，一般来说，终生价值大的客户是企业必须争取的优质客户，而终生价值小的客户对企业来说并不具有特别重要的意义。

客户终生价值分析是企业进行客户关系管理的第一步，也是最重要的一步，它是以后实施客户战略管理的基础。

通过客户终生价值分析可以决定，值得花多少资源去赢得一个新客户，值得花多少资源去保持或激活已存在的客户，哪些客户是最有盈利能力的长期客户及他们的特征。

(二)客户价值的动态变化随着客户从第一次购买到短期客户再到长期客户的转变，他们对产品和服务的评价标准可能会变得越来越全面、抽象。

第一次购买的客户可能主要关注属性层次的标准，但是短期和长期客户可能关注的是结果层次和全局层次的标准。

ch06顾客驱动的行销策略：为目标顾客创造价值

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人口統計市場區隔化
人口統計市場區隔化(demographic segmentation)：依人口統計市場區隔化：據人口統計變數來區分市場變數年齡、性別、家庭人數、家庭生命週期、所得、職年齡、性別、家庭人數、家庭生命週期、所得、教育水準、宗教、種族、業、教育水準、宗教、種族、與國籍等人口統計變數最常用於區隔消費者群體消費者的需要、慾望、偏好、消費者的需要、慾望、偏好、及使用率等均與人口統計變數有極大的關係變數比其他種類的區隔變數易於衡量
將市場依使用率(usage rate)區隔將市場依使用率區隔輕度中度重度使用者（重用者）重度使用者（重用者）
行銷學 Chapter 6 顧客驅動的行銷策略：為目標顧客創造價值
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忠誠度
依消費者的忠誠度(loyalty status)來區隔依消費者的忠誠度來區隔忠於品牌（如汰漬）忠於品牌（如汰漬）忠於商店（如沃爾瑪百貨）忠於商店（如沃爾瑪百貨）忠於公司（如福特(Ford)）忠於公司（如福特）
行銷學 Chapter 6 顧客驅動的行銷策略：為目標顧客創造價值
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章首個案
Starbucks定位定位 – 一種氣質高雅者的第三地一種氣質高雅者的第三地――家與工作場所之外，提家與工作場所之外，家與工作場所之外供吸引人的沙發、不墨守成規的音樂、無線上網、供吸引人的沙發、不墨守成規的音樂、無線上網、和掛滿藝術品的牆。掛滿藝術品的牆。 Dunkin定位定位 – 樸素、「平民」的定位。樸素、平民」的定位。 Dunkin顧客對顧客對Starbucks的感覺顧客對的感覺 – 對其提供的氣氛覺得不知所措 – 手提電腦使用者太多而難找到位置

科特勒编写《美国营销管理最新测试试题与答案》2016新版chapter7

Principles of Marketing, 16e (Kotler)Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers 1) ________ consists of evaluating each market segment's attractiveness and selecting one or more segments to enter.A) PositioningB) Mass customizationC) Market targetingD) Market segmentationE) DifferentiationAnswer: CSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy2) ________ involves dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes.A) Mass customizationB) Market targetingC) Market segmentationD) DifferentiationE) PositioningAnswer: CSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy3) ________ involves actually distinguishing the firm's market offering to create superior customer value.A) Mass customizationB) DifferentiationC) Market segmentationD) DiversifyingE) TargetingAnswer: BSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy4) When marketers at Fair & Leigh Inc. selected the Millennials, a demographic group that includes many college students, as an untapped group of potential customers for their new line of products, they were engaging in ________.A) occasion segmentingB) local marketingC) market diversificationD) market targetingE) product positioningAnswer: DAACSB: Analytical thinking; Diverse and multicultural work environmentsSkill: ApplicationObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Moderate5) ________ consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.A) Mass customizationB) PositioningC) SegmentationD) DifferentiationE) TargetingAnswer: BAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy6) Mass marketing involves identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each.Answer: FALSESkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy7) The customer-driven marketing strategy involves four steps: market segmentation, market targeting, positioning, and differentiation.Answer: TRUESkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy8) What is differentiation?Answer: Differentiation refers to differentiating the market offering to create superior customer value.Skill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy9) Explain the four major steps in designing a customer-driven marketing strategy.Answer: The first step is market segmentation: dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors, who might require separate products or marketing mixes. The company identifies different ways to segment the market and develops profiles of the resulting market segments.The second step is market targeting: evaluating each market segment's attractiveness and selecting one or more of the market segments to enter.The third step is differentiation: actually differentiating the firm's market offering to create a superior customer value.Finally, the last step is market positioning: arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of consumers. AACSB: Application of knowledge; Written and oral communicationSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Moderate10) ________ calls for dividing the market into regions, states, counties, cities, or even neighborhoods.A) Benefit segmentationB) Geographic segmentationC) Demographic segmentationD) Psychographic segmentationE) Occasion segmentationAnswer: BSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy11) "Many companies today are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities, and neighborhoods." This is an example of ________.A) geographic segmentationB) product diversificationC) brandingD) psychographic segmentationE) demographic segmentationAnswer: AAACSB: Application of knowledgeSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate12) ________ segmentation divides the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation.A) GeographicB) BenefitC) OccasionD) PsychographicE) DemographicAnswer: EAACSB: Diverse and multicultural work environmentsSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy13) Delta Motorworks markets its cars based on the age, gender, and income of its customers. Which of the following types of market segmentation is evident here?A) geographic segmentationB) benefit segmentationC) occasion segmentationD) demographic segmentationE) psychographic segmentationAnswer: DAACSB: Application of knowledgeSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate14) A company selling child-care products ran a television ad depicting women as being primarily responsible for childcare. Many women viewers considered this regressive, alleging that the ad failed to recognize the much more diversified role of women in today's world. This is an example of ________.A) cause marketingB) stereotypingC) niche marketingD) scapegoatingE) positioningAnswer: BAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate15) ________ segmentation has long been used in clothing, cosmetics, toiletries, and magazines.A) BehavioralB) GenderC) BenefitD) OccasionE) GeographicAnswer: BSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy16) Gilron Holidays runs a premium membership club that caters to customers whose annual salary exceeds $100,000. Members of this club are offered seasonal discounts on select luxury hotels in select cities worldwide. Gilron Holidays most likely follows a(n) ________ segmentation approach.A) genderB) incomeC) occasionD) benefitE) geographicAnswer: BAACSB: Application of knowledgeSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate17) ________ segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics.A) BenefitB) OccasionC) GeographicD) DemographicE) PsychographicAnswer: ESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy18) Marketers who use ________ often segment their markets by consumer lifestyles and base their marketing strategies on lifestyle appeals.A) demographic segmentationB) geographic segmentationC) benefit segmentationD) psychographic segmentationE) occasion segmentationAnswer: DSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate19) ________ segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.A) BehavioralB) PsychographicC) Age and life cycleD) GenderE) GeographicAnswer: ASkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy20) ________ segmentation refers to dividing the market into segments according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item.A) GenderB) PsychographicC) OccasionD) GeographicE) IncomeAnswer: CSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy21) Malcolm Sanders, a graduate student from Boston, makes customized snowboards for local snowboarding enthusiasts. The demand for snowboards peaks during the winter months, a busy time for Malcolm. He advertises more aggressively and sells most of his snowboards around this time. Which market segmentation approach does Malcolm most likely use?A) gender segmentationB) psychographic segmentationC) occasion segmentationD) geographic segmentationE) age and life-cycle segmentationAnswer: CAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate22) ________ requires finding the major advantages people look for in a product class, the kinds of people who look for each positive aspect of a product, and the major brands that deliver it.A) Gender segmentationB) Psychographic segmentationC) Benefit segmentationD) Geographic segmentationE) Age and life-cycle segmentationAnswer: CAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy23) Calypso Motors recently rolled out its Proteus hatchback. Proteus combines the attractiveness of a luxury car with the excellent agility of a sports car. Calypso Motors is confident that Proteus will appeal to both sports car enthusiasts as well as the luxury segment. Which of the following types of market segmentation is evident here?A) gender segmentationB) income segmentationC) benefit segmentationD) geographic segmentationE) age and life-cycle segmentationAnswer: CAACSB: Application of knowledgeSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate24) Which of the following refers to a behavioral segmentation variable that involves segmenting markets into nonusers, ex-users, potential users, first-time users, and regular users of a product?A) user statusB) usage ratesC) gender statusD) income statusE) loyalty statusAnswer: AAACSB: Application of knowledgeSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy25) In the context of behavioral segmentation, who among the following is a potential user?A) Anita, who recently had a babyB) Peter, who recently changed his jobC) Mary, who enrolled as a graduate student in a university last yearD) Gina, who opened a dental clinic in Orange CountyE) Raj, who is planning a trip to Hawaii with friendsAnswer: AAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate26) In the context of behavioral segmentation, markets segmented by ________ can be categorized into light, medium, and heavy product users.A) benefits soughtB) loyalty statusC) usage rateD) user statusE) occasionAnswer: CSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy27) A recent study conducted by Estelle Cosmetics Company showed that heavy users of Estelle's products comprise a small percentage of the market. The study indicated that less than 7 percent of all shoppers buy nearly 71 percent of Estelle's products in the United States. This is an example of ________.A) benefit segmentationB) segmentation by loyalty statusC) segmentation by usage rateD) psychographic segmentationE) occasion segmentationAnswer: CAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate28) Consumers who show their allegiance to brands, stores, or companies help marketers to segment consumers by their ________.A) user statusB) degree of loyaltyC) incomeD) geographic locationE) benefit-seeking attitudesAnswer: BSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy29) Which of the following is true about behavioral segmentation on the basis of the loyalty variable?A) Consumers tend to pay more for products that are targeted at their respective age group or generation.B) By looking at customers who are shifting away from its brand, a company can learn about its marketing weaknesses and take actions to correct them.C) Highly loyal customers of a brand are less likely to engage in word-of-mouth publicity than those who are not.D) Completely loyal customers of a brand are typically loyal to two or three brands of a given product.E) Only consumers who seek premium or luxury services are subjected to behavioral segmentation based on the loyalty variable.Answer: BAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate30) Which of the following is true about multivariable segmentation systems?A) Marketers using multiple segmentation bases tend to ignore smaller markets.B) Marketers often use multiple segmentation bases to control inflation.C) Multiple segmentation rarely involves the use of demographic data.D) Multiple segmentation is ineffective in large markets.E) Multiple segmentation bases help identify smaller, better-defined target groups.Answer: EAACSB: Application of knowledgeSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate31) Which of the following is NOT a common variable used by both consumer and business marketers while segmenting markets?A) operating characteristicsB) loyalty statusC) usage rateD) geographic locationE) benefits soughtAnswer: AAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy32) ________ segmentation assumes that nations close to one another will have many common traits and behaviors.A) GeographicB) OccasionC) PsychographicD) BenefitE) DemographicAnswer: ASkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate33) Double Drill Inc. segments its foreign markets by per capita income. This firm segments the international markets based on ________.A) political factorsB) legal factorsC) geographic locationD) economic factorsE) cultural factorsAnswer: DAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy34) Pacific Fisheries divides its customers into different regional units, such as Asia, Australia, and the Americas. This is an example of ________ segmentation.A) demographicB) psychographicC) geographicD) occasionE) benefitAnswer: CAACSB: Analytical thinking; Diverse and multicultural work environmentsSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate35) Marketers often segment international markets according to the type and stability of government. In such instances, they segment markets based on ________.A) geographic locationB) economic factorsC) cultural factorsD) political factorsE) socio-cultural factorsAnswer: DAACSB: Diverse and multicultural work environmentsSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate36) Which of the following refers to a cultural factor in the context of segmenting international markets?A) receptivity of foreign firmsB) economic development of the countryC) population income levelsD) stability of the governmentE) values and attitudesAnswer: EAACSB: Diverse and multicultural work environmentsSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate37) Using ________ segmentation, marketers form segments of consumers who have similar needs and buying behaviors even though they are located in different countries.A) psychographicB) demographicC) occasionD) benefitE) intermarketAnswer: EAACSB: Diverse and multicultural work environmentsSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy38) Orion Inc. markets luxury watches. It targets the wealthy global elite segment, regardless of their geographic location. Orion most likely uses ________ segmentation.A) incomeB) age-groupC) occasionD) benefitE) cross-marketAnswer: EAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate39) Teen Mania Inc., a company marketing adventure sports merchandise for teenagers, targets the world's teenagers, who have similar needs and buying behavior even though they are located in different countries. Which of the following market segmentation is evident here?A) income segmentationB) psychographic segmentationC) gender segmentationD) intermarket segmentationE) occasion segmentationAnswer: DAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate40) An American cola-manufacturing company that primarily targets rebellious and adventurous people most likely uses ________ segmentation.A) occasionB) geographicC) incomeD) benefitE) psychographicAnswer: EAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate41) Venus Inc., a company designing and marketing branded diamond jewelry, targets wealthy consumers with similar needs and buying behaviors, even though the consumers are located in different countries. This is an example of ________ segmentation.A) intermarketB) loyaltyC) life-cycleD) incomeE) psychographicAnswer: AAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate42) Papillon, a popular retailer of chic women's clothing, segments its market according to consumer lifestyles. Papillon most likely uses ________ segmentation for segmenting its market.A) geographicB) psychographicC) benefitD) age and life-cycleE) occasionAnswer: BAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate43) When the size, purchasing power, and profile of a market segment can be calculated, the market is ________.A) measurableB) profitableC) substantialD) actionableE) competitiveAnswer: ASkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy44) A market segment that is large enough or profitable enough to serve is ________.A) measurableB) accessibleC) substantialD) profitableE) differentiableAnswer: CSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy45) When an effective program can be designed for attracting and serving a particular segment, the segment is best described as ________.A) accessibleB) measurableC) competitiveD) actionableE) differentiableAnswer: DSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy46) Bailey's Burgers promotes the Bailey's Jumbo Burger as a fun snack for teens and young adults. In this instance, Bailey's Burgers is practicing ________ segmentation.A) benefitB) age and life-cycleC) psychographicD) geographicE) genderAnswer: BAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate47) ________ segments are conceptually distinguishable and respond differently to different marketing mix elements and programs.A) ComplexB) MeasurableC) CompetitiveD) DifferentiableE) HomogeneousAnswer: DSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy48) Market segments that can be effectively reached and served are ________.A) measurableB) accessibleC) substantialD) actionableE) profitableAnswer: BSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy49) Different soft drinks target different personalities. This is an example of ________ segmentation.A) psychographicB) demographicC) occasionD) life-cycleE) benefitsAnswer: ASkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: ModerateRefer to the scenario below to answer the following question(s).Ruben Delgado was making wooden pens and pencils, which had unique engravings, as a hobby until Simon Yoder recognized Ruben's talent. Simon immediately ordered 250 pens and pencils of various styles to be displayed in his shop's showcase. Within three months, the wooden pencils were a hit with all students! Ruben Delgado had never thought of marketing his talent, but Simon's enthusiasm and the recent sales were enough to change his mind.With limited resources, Ruben contacted three additional specialty shops within 100 miles that were situated near schools. He explained his manufacturing processes and engraving options to each. All three shop owners placed a trial order. Within two months, just prior to the holiday season, each shop owner placed an additional order. Ruben was ecstatic! "I figured business would slow down after that," Ruben stated, "but in February I was contacted by Elmore Distributors. At that point, I had to make a huge decision about how far I wanted to go with this business."Elmore Distributors provides products for school fundraisers in a seven-state area. Ruben was offered a two-year contract and immediate inclusion in Elmore's promotional flyer. Ruben Delgado accepted the offer and, along with it, the responsibility to produce thousands of wooden pens and pencils. "I had to get a grip on the magnitude of this project," Ruben added. He decided to place his major focus on the large contract with Elmore. However, to avoid placing his total emphasis with one customer, Ruben continued nurturing his four previously established accounts without targeting any additional customers."At this point, I had set up an assembly line in a rented building," Ruben explained. "I had to hire three full-time employees to work the line while I managed the customer orders and purchased materials." Ruben paused. "But I can't take the Elmore project for granted. It might not always be there. I'll have to have a good alternate plan if that day comes."50) In the scenario, Ruben has segmented his market based on ________.A) geographyB) benefits soughtC) occasionD) degree of loyaltyE) demographicsAnswer: EAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy51) Geographic segmentation divides the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation. Answer: FALSEAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy52) Gender segmentation has long been used in clothing, cosmetics, toiletries, and magazines. Answer: TRUESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy53) Psychographic segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics.Answer: TRUESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy54) Demographic segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.Answer: FALSESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy55) Benefit segmentation requires finding the major benefits people look for in a product class, the kinds of people who look for each benefit, and the major brands that deliver each benefit. Answer: TRUESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy56) When segmenting by user status, markets are segmented into light, medium, and heavy product users.Answer: FALSESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy57) When segmenting by usage rate, markets can be segmented into nonusers, ex-users, potential users, first-time users, and regular users of a product.Answer: FALSESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.。

顾客满意策略与顾客满意营销外文翻译

外文原文Marketing Customer Satisfaction From:《Marketing Customer Satisfaction》Since the 20th century, since the late eighties, the customer satisfaction strategy is increasingly becoming business has more customers share the overall business competitive advantage means.First, customer satisfaction strategy is to get a modern enterprise customers, "money votes" magic weaponWith the changing times, the great abundance of material wealth of society, customers in the main --- consumer demand across the material has a lack of time, the number of times the pursuit, the pursuit of quality time to the eighties of the 20th century entered the era of the end consumer sentiment. In China, with rapid economic development, we have rapidly beyond the physical absence of the times, the pursuit of the number of times and even the pursuit of quality and age of emotions today gradually into the consumer era. Spending time in the emotion, the company's similar products have already reached the same time, homogeneous, with the energy, the same price, consumers are no longer pursue the quality, functionality and price, but the comfort, convenience, safety, comfort, speed, jump action, environmental protection, clean, happy, fun, etc., consumers are increasingly concerned about the product whether for their own life energy, enrich, comfort, beauty and spiritual quality, and exceed consumer expectations in the pre-sale, sale, after-sales service and advice. In other words, people today are looking for is a "psychological satisfaction and a sense of fulfillment," the commodity, high value added goods and services, the pursuit of values and sense of diversity, individuality, and the intangible satisfaction of the time has come . And consumers adapt to changes in the value of the pursuit of competition between enterprises, but also from product competition, price competition, technological competition, advertising competition, brand image development of competition to the current competition, credit competition, cultural competition and service competition, competition that customer satisfaction . This competition is the enterprise wide angle, wide-field space-time within the context of high-level, reflect the overall strength of the competition. It includes organizational innovation, technological innovation, management innovation, industry foresight, R & D force, employee engagement, customer service ability, customer affinity, peer recognition ability, community contributions to force, public relations and dissemination ofcommunication skills, corporate culture drive, environmental adaptation, and so forth. These integrated image of the force and the synthesis of integrated sustainable competitiveness, which is CS strategy to solve the problem. CS times, companies no longer "own the center," but to "customer-centric"; "customer", "customer satisfaction" is no longer a mere formality of the slogan, but real action to basis of a new business philosophy of. Enterprises no longer quality standards, their satisfaction with the management idea, but in customer satisfaction, gain customer loyalty for the business philosophy of high. The focus is no longer business strategy to gain or maintain market share, mainly, but as for customer satisfaction for the business philosophy. Therefore, the marketing strategy of competitors who focus not on but on clients, on the customers actual and potential needs. When the company provides products and services to the customer's prior expectations, customers will be basically satisfied; if far exceed customer expectations, and far higher than other colleagues, customers really satisfied; if companies can continuously or for a long time the customers satisfaction, customer loyalty will be. Loyal customers will not only regularly repeat purchase, but also other related businesses to purchase products or services; loyal customers will not only actively recommend to others to buy his products, and promotional activities of competitors on the enterprise has the immunity of a dissatisfied dissatisfied customers will tell 16-20 individuals, and each one was told who will then spread to 12-15 individuals. Thus, a dissatisfied person will affect two or three hundred people. Today in the popularity of the Internet, its impact is even greater. According to the U.S. auto industry survey, a satisfaction will unleash the potential of business 8 document, which will be at least a transaction. Another survey showed that every increase of 5% of enterprise customer loyalty, and profits will grow 25% -95%. 80% of a company 20% of the profits from loyal customers; while the cost of obtaining a new customer is to maintain a 6 times the cost of old customers. Therefore, the American scholar Tangpeiposi that: the decision whether or not the key to the success of an enterprise is not market share, but rather customer share.As a result, enterprises have been through an extensive and detailed market research, direct contact with consumers, customer feedback, etc. to understand the reality in all aspects of customer needs and potential needs. Rely on the loyalty business sales satisfaction, service personnel, regular, comprehensive quantitative determination of customer satisfaction in order to accurately grasp the business with "customer satisfaction" the gap between objectives and priority areas, to further improve the business activities . Rely on the corporate culture of high affinity, highly efficient management and full human to make joint efforts to provide customers with high value-added products, high levels of family-like service to win customers changing and upgrading satisfaction, win more share many customers.Such as Haier always put customer needs first, stand in the customer point of view of product development, design, personalized, humanized useful products, from the pull-screen TVs to the latest release of "Taiwan does not blink of an eye for color TV", small hand rub a small child prodigy washing machine washing machines, small refrigerators Prince to "wisdom eye" inverter air conditioner, the system 17 hours from a "Mike freezer" to after-sale-stop star service to meet customer needs and both are provided to the satisfaction The value of products and services. Another example is Microsoft's products are focused on each of the world's most talented developers to introduce even better than the products customers want, while the formation of global sales of economy of scale, the lowest price. This is Microsoft's secret of success in 20 years.In summary, emotional consumer era, decided what kind of products and production management services to provide what the powers are not part of a business, it is consumers, measuring the value of enterprise efficiency and the existence of the decision shifts to the hands of customers, the enterprise should cater to the customer, value to satisfy customers in order to get as much as possible from the customer "money votes." The CS strategy is the magic weapon for winning such a vote.Second, customer satisfaction, the main steps in marketing strategyFirst, to establish the level of corporate culture customer-centric, customer interests first, and customer satisfaction as the goal of philosophy.CS theory in the customer refers to internal staff and external customers (including distributors, wholesalers, agents, the final consumer and raw material suppliers, partners, etc.), customer satisfaction, including staff and external customer satisfaction, customer loyalty is also However. Mechanism for business success is customer satisfaction with loyalty, employee satisfaction and customer loyalty are key personnel. Employees of the company's satisfaction and loyalty are products and services for enterprise customers satisfaction and loyalty based on customer satisfaction and loyalty are the inevitable result of employee behavior. No employee satisfaction and loyalty, it is impossible to create satisfied customers to provide value products and services, the customer naturally dissatisfied and disloyal, away from the enterprise. When the employee satisfaction and loyalty with customers when the contact will be with great enthusiasm into their intellectual capital, creative customer service, and to timely detection of trends in customer demand, timely product and service value-added, firmly grasp live in the hearts of customers, to his satisfaction. FedEx found that when internal staff satisfaction rate to 85%, their customer satisfaction rate of 95%, and also very optimistic about corporate profits. Here determines the attitude of all employees.Therefore, companies must be customer satisfaction of business philosophy permeatesthe minds of staff, reflected in the management of employee loyalty to their R & D products, manufacture products, provide marketing services to satisfied customers. If nine birds, "the education of all employees receive customer-centric is the highest business principles. Customers are benefactor, a friend, a teacher, a customer gave us the opportunity to work, the value of work, fun and work significance of the work. We should sincerely thank from the heart to customers satisfaction is our aim, to create the most value for the customers of products and services is our highest goal. Under the guidance of this principle, would rather lose yourself can not lose customers has become a "nine bird" code of conduct for employees. so that customers are in the "9 First bird "consumption is a pleasure, is such a great pleasure. Customers to pay costs on an expected value their consumption, and consumers end up spending at its heart will have a standard evaluation to measure, if the value for money, he will come back later, such as value for money, he probably will come again; Otherwise, consumers will not come back. Therefore, "9 Bird" is to provide consumers value for money products and services. there is such a business philosophy of customer satisfaction under the guidance of marketing, "nine bird" fire in the capital is not difficult to understand.Second, customers participate in product design and development.Customer-centric company, through market segmentation, target a wide range of research to understand the public's needs and values, standing customer point of view of product development, design, personalized, personalized value-added products and services, is correct , but must allow users to join product design. Use of the Internet and CAD technology with customers to establish effective communication and information exchange, needs to grasp the customer information and customer value, to encourage a variety of information sources on the customer information database for timely updates. After analysis, the conclusion about the nature of customer needs, and to the enterprise customer demand information nature of various departments to share resources. This design products, provide customer satisfaction services. Now, many companies use a service called: "Product Configurator" system to help users with the participation of product design. That is stored in the computer where the latest information for all product modules, and replaced at any time, marketing personnel in the sales site on the Internet, according to user needs or user configuration with out it needs to meet their value products. Shanghai GM produces cars that operators and users are very satisfied, because users join the product design. Haier Whether it is for farmers in Sichuan production of washing machines to wash sweet potatoes, users in Shanghai production of "The Little Prince fridge", or change channels without dazzling color TV, Haier's "wisdom eye" inverter air conditioner, star-stop after-sales service, etc. are based on the needs of users, customers participate in product design incorporates therecommendations of the design and development of customer satisfaction in the rich humanity of the value of goods and services, naturally, won more hearts and minds of customers.Third, to provide a full service customer satisfaction and personalized service.Full service is for customers shopping and consumption carried out by every aspect of the services detailed and deep, the heart of the service. Full service is the consumer desire for consumption from the moment of production value of goods run out of play until the whole process, with care to consumers, so consumers are closely linked with their brands so that consumers enjoy the culture, enjoy the service experience concept was to benefit consumers willingly your products or services, consumers at every level are fully satisfied, and to win customer loyalty. Sales stage --- to ensure that customers receive timely and quality services to, participation in training pre-consultation, transfer knowledge and information, create shopping needs, so customers rational choice, practical help customers buy their own niche products; sale support the provision of convenient to maximize play product features, customers appreciate the warmth and value; feedback re-sale value-added services, allowing customers to feel the warmth and truth. If a woman bought a Haier air conditioning, home run pulled the driver on his way to be black heart, and Haier was informed immediately after the woman free to send a new Haier air conditioning, and decided after the delivery place. Inner Mongolia, the home of a user due to fire, will burn just bought the Haier refrigerators, Haier access services from the computer after power found in the user details of the network address, sent by the car arrived in 4 days to fix their refrigerator. This value must win the customer service satisfaction over expectations.In today's era of emotional consumption, the pursuit of "Heart of satisfaction and a sense of fulfillment" of goods, is highly personalized value-added value goods, the pursuit of values and awareness of diversity, individuality, and intangible satisfaction. Therefore, enterprises will no longer put attention to all the general needs of different consumers, we should pursue different personality for consumers, tailor, design and development of enterprise products and services to meet the individual and the diversity of today's consumer trends. Propensity to consume the face of increasingly complex, enterprises must manage customer demand for personalized marketing, the key lies in establishing a customer database and customer information feedback system for customer relationship management, continued to collect understanding of consumer needs and preferences change, and new expectations of the business to better provide customers with personalized service.Fourth, foster customer loyalty.In the restaurant industry, customer satisfaction in the brand switching, the proportion is as high as 60% to 80%. This indicates that satisfied customers become loyal customers do notnecessarily. 80% of the profits of an enterprise from 20% of customer loyalty, marketing, customer Aracature Corp.'s President, Larry Light said in Advertising Age magazine, from the loyal customers who return a non-loyal customers are 9 times. Wal-Mart has been able to continue to grow as 500 Boss, simply because it is the management capacity to attract customer loyalty.Customer loyalty is perceived from the customer, delivered through the two-way communication between the value and the relationship is hard to provide value through business products or services obtained. For customer loyalty, companies must have top management commitment and unremitting financial support to enterprises to define customer loyalty, understand customer needs is what formed what are the reasons they leave, who bought the product, Why? awareness and create customer loyalty incentives. Cultivate customer loyalty marketing in two ways:First, we should properly solve customer complaints. As long as the proper handling of customer complaints, the 82% of the customers will buy products again. Proper handling of customer complaints, the requirement to establish a good business humanized "complained management" system. First, establish a "customer complained, is the best gift for business, enterprise management to improve good" concept; Second, enterprises must establish effective policies and institutions dealing with grievances and staff training, proper treatment of customers complained, standing customer approach to customer complained of the problem; third, dealing with customer departments to rotate so that each business unit is able to understand customer satisfaction, and obtain experience in handling customer complain; Fourth, the establishment of all customers complained that the database for timely treatment and prevent public relations crisis.Second, build up customer loyalty database. Tracked only through the analysis of the database in order to know exactly what enterprise customers have a share of increase in number, how long a certain share. Customer loyalty is the core of the database relational database, which consists of a series of records of marketing programs composed of different aspects of sub-libraries. Loyal customer database, you can offer premium services for staff in a timely manner the information required; to collect all the relevant details with customers to create the conditions; strengthen ties with customers quickly; for the development of new products and create the conditions for the provision of new services; and customers long-term interactive two-way communication to provide potential demand, and may have thought it meet their expectations of non-think of the value of the products or services.中文翻译顾客满意策略与顾客满意营销自20世纪八十年代末以来,顾客满意战略已日益成为各国企业占有更多的顾客份额,获得竞争优势的整体经营手段。

《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。

Chapter 7_target consumer

7.1 Market Segmentation
Four important segmentation topics: Segmenting consumer market Segmenting business market Segmenting international markets Requirements for effective segmentation 7.11 Segmenting consumer market Segmenting consumer market includes the major geographic, demographic, psychographic, and behavior variables (see table 7.1 from textbook)
2
they are located in different countries 7.14 Requirements for effective segmentation Market segment must be: Measureable Accessible Substantial Differentiable Actionable
1
Major segmentation Explanations variables Geographic segmentation Demographic segmentation Psychographic segmentation Behavior segmentation Dividing a market into different geographical units such as nations, states, regions, countries, cities, or neighborhoods Dividing a market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality Dividing market into different groups based on social class, lifestyle, or personality characteristics Dividing a marketing into groups based on consumer knowledge, attitude, use, or response to a product

市场营销原理英文原版

Designing a Customer-Driven Marketing Strategy
Selecting Customers to Serve
Market segmentation refers to dividing the markets into segments of customers
Understanding the Marketplace and Customer Needs
Customer Needs, Wants, and Demands
Needs
• States of deprivation • Physical—food, clothing, warmth, safety • Social—belonging and affection • Individual—knowledge and self-expression
Target marketing refers to which segments to go after
Designing a Customer-Driven Marketing Strategy
Selecting Customers to Serve
Demarketing is marketing to reduce demand temporarily or permanently; the aim is not to destroy demand but to reduce or shift it
Understanding the Maபைடு நூலகம்ketplace and Customer Needs
Core Concepts
• Customer needs, wants, and demands • Market offerings • Customer Value and satisfaction • Exchanges and relationships • Markets

Customer Driven Marketing Strategy

Customer-Driven Marketing Strategy
Customer-Driven Markn
It involves dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes.
Demographic Segmentation
Demographic segmentation divides the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation. There are two reasons:
Behavioral Segmentation
Behavioral segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.
Consumer needs, wants, and usage rates often vary closely with demographic variables.
Demographic variables are easier to measure than most other types of variables.

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