市场营销 考试重点之名词解释

市场营销名词解释

1.Utility(效用）：Satisfaction is measured through the consumption of goods and services and gauged as degrees of utility.

2.Needs（需要）describe basic human requirement.

3.Wants（欲望）are shaped by one’s society.

4.Demands（需求）：are wants for specific products backed by ability to pay.

5.Marketing（营销）：is the process of planning and executing the conception pricing, promotion, and distribution of ideas, goods, and services to create exchange that satisfy individual and organizational objectives.

6.Marketing research（市场调研）：is the function which links the consumer, customer, and public to the marketer through information—information used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.

7.S econdary information sources (secondary data)（二手资料）：are those that already exist and were not developed for the particular problem at hand.

Primary information sources (primary data) are those that are generated for the particular problem being studied.

8.Quantitative research（定量研究）: Usually a large number of respondents are asked to structure questions using a specific response format (such as yes/no) or to select a response from a set of choices.

9.Qualitative research（定性研究）: If questions are asked, they are almost open-ended, or in-depth, and unstructured responses that reflect the person’s thoughts and feelings on the subject are sought.

10.A focus group discussion (FGD)（焦点小组讨论）：is an in-depth field method that brings together a small homogeneous group (usually six to twelve persons) to discuss topics on a study agenda.

11.An in-depth interview （深度访谈）：is a qualitative research technique that allows person to person di scussion. It can lead to increased insight into people’s thoughts, feelings, and behavior.

12.A questionnaire （问卷调查）：is a group of sequence of questions designed to elicit information from an informant or respondent when asked by an interview or completed unaided by the respondent. When an interview is involved, the questionnaire is sometimes referred to as an interview.

13.A panel（座谈小组）：is a set of customers who are enlisted to give responses to questions or to provide data repeatedly over a period of time.

14.Market potential（市场潜力）: The maximum sales of a product category reasonably attainable under a given set of conditions within a specified period of time.

15.Market forecast市场预测）: The amount of sales of a product category expected to be achieved under a set of conditions within a specified period of time.

16.Culture（文化）：is the sum of the value, rituals, symbols, beliefs, and thought processes that are learned, shared by a group of people, and transmitted from generation to generation.

17.Brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sells and differentiate them from those of competitions.

18.Brand （品牌）：equity is a set of assets (and liabilities) link ed to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm or that firm’s customers.

19.Customer or perceived value（感知价值）：（is a measure of how much a customer is willing to pay for a product or service. Economists call this concept the

20.r eservation price（保留价格）: the most someone is willing to pay for a product (or the price at which the product is eliminated from the customer’s budget).

20A reference price（参考价格）：is any standard of comparison against which a potential transaction or purchase price is compared.