1、.：.；市場(chǎng)營(yíng)銷學(xué)中的中心詞匯時(shí)間：2006-07-18 00:00 文字選擇： HYPERLINK info.china.alibaba/news/detail/ t _self 大 HYPERLINK info.china.alibaba/news/detail/ t _self 中 HYPERLINK info.china.alibaba/news/detail/ t _self 小市場(chǎng)調(diào)研marketing research描畫性調(diào)研descriptive research解釋性調(diào)研interpretive research預(yù)測(cè)性調(diào)研predictive research市場(chǎng)需求量ma

2、rket demand企業(yè)需求量market demand potential定性預(yù)測(cè)qualitative forecasting定量預(yù)測(cè)quantitative forecasting企業(yè)戰(zhàn)略enterprise strategy企業(yè)使命闡明書mission statement戰(zhàn)略運(yùn)營(yíng)單位strategic business units , SBU波士頓矩陣Boston matrix通用電器公司方法the General Electric Model , GE市場(chǎng)吸引力marketing attractiveness業(yè)務(wù)虛力business attractiveness密集型增長(zhǎng)戰(zhàn)略int

3、ensive growth strategies市場(chǎng)浸透market penetration strategy市場(chǎng)開發(fā)market development strategy產(chǎn)品開發(fā)product development strategy一體化增長(zhǎng)戰(zhàn)略integrative growth strategies前向一體化forward integration后向一體化backward integration程度一體化horizontal integration多角化增長(zhǎng)戰(zhàn)略diversification growth strategies同心多角化concentric diversificatio

4、n程度多角化horizontal diversification復(fù)合多角化conglomeration diversification市場(chǎng)營(yíng)銷戰(zhàn)略marketing strategy市場(chǎng)營(yíng)銷組合marketing mix市場(chǎng)營(yíng)銷組織marketing organization職能型組織functional organization地域型組織regional organization產(chǎn)品管理型組織managerial organization of product市場(chǎng)管理型組織managerial organization of market公司與事業(yè)部型組織organization of co

5、rporation and business unit市場(chǎng)營(yíng)銷管理marketing management市場(chǎng)營(yíng)銷方案marketing planning市場(chǎng)營(yíng)銷方案marketing program市場(chǎng)營(yíng)銷控制marketing controlling市場(chǎng)競(jìng)爭(zhēng)market competition完全競(jìng)爭(zhēng)market leader非完全競(jìng)爭(zhēng)imprecate competition壟斷競(jìng)爭(zhēng)monopolistic competition市場(chǎng)指點(diǎn)者market leader市場(chǎng)挑戰(zhàn)者market challenger市場(chǎng)跟隨者market follower市場(chǎng)補(bǔ)缺者market niche市場(chǎng)細(xì)

6、分market segmentation目的市場(chǎng)target market市場(chǎng)定位market positioning無差別性市場(chǎng)戰(zhàn)略u(píng)ndifferentiated marketing tactics差別性市場(chǎng)戰(zhàn)略differentiated marketing tactics集中性市場(chǎng)戰(zhàn)略concentrated marketing tactics產(chǎn)品product HYPERLINK search.china.alibaba/selloffer/效力.html t _blank 效力service中心產(chǎn)品core product方式產(chǎn)品actual product期望產(chǎn)品expected

7、 product延伸產(chǎn)品augmented product市場(chǎng)營(yíng)銷學(xué)中的中心詞匯時(shí)間：2006-07-18 00:00 文字選擇： HYPERLINK info.china.alibaba/news/detail/ t _self 大 HYPERLINK info.china.alibaba/news/detail/ t _self 中 HYPERLINK info.china.alibaba/news/detail/ t _self 小以下內(nèi)容節(jié)選自阿里巴巴貿(mào)易論壇，參與評(píng)論請(qǐng)點(diǎn)擊 HYPERLINK club.china.alibaba/forum/thread/view/6_205884

8、15_.html t _blank 這里 HYPERLINK club.china.alibaba/user/show/vivian5808.html t _blank vivian_wuKey words in marketing市場(chǎng)營(yíng)銷學(xué)中的中心詞匯市場(chǎng)market需求demand市場(chǎng)營(yíng)銷marketing商品goods效力service顧客稱心customer satisfaction買賣transaction營(yíng)銷者marketer消費(fèi)觀念production concept產(chǎn)品觀念product concept推銷觀念selling concept市場(chǎng)營(yíng)銷觀念marketing con

9、cept社會(huì)營(yíng)銷觀念societal concept顧客customer顧客讓渡價(jià)值customer delivered value顧客總價(jià)值total customer value顧客總本錢total customer cost顧客稱心customer satisfaction維系顧客keep customer關(guān)系營(yíng)銷relationship marketing全面質(zhì)量營(yíng)銷(total quality marketing)市場(chǎng)營(yíng)銷環(huán)境(marketing environment)微觀環(huán)境(micro environment)宏觀環(huán)境(macro environment)市場(chǎng)時(shí)機(jī)(market

10、 opportunity)愿望競(jìng)爭(zhēng)者(desired competitors)屬類競(jìng)爭(zhēng)者(generic competitors)產(chǎn)品方式競(jìng)爭(zhēng)者(product competitors)品牌競(jìng)爭(zhēng)者(brand competitors)公眾(publics)目的市場(chǎng)target market市場(chǎng)營(yíng)銷組合marketing mix心情(moods)消費(fèi)者行為(customer behavior)文化(culture)人口統(tǒng)計(jì)要素(demographics)社會(huì)階層(social class)亞文化subculture參照群體reference group角色模型role stereotype知覺p

11、erception認(rèn)知學(xué)習(xí)cognitive learning動(dòng)機(jī)motive個(gè)性personality心情emotion態(tài)度attitude自我概念self-concept生活方式life style組織市場(chǎng)organizational market企業(yè)市場(chǎng)(business market)非營(yíng)利組織non-profit organization非營(yíng)利組織市場(chǎng)non-profit organization market政府市場(chǎng)government market直接再購straight rebuy修正再購modify rebuy新義務(wù)采購new task購買中心buying center倡議者

12、initiators運(yùn)用者users影響者influencers決議者deciders購買者buyers控制者gatekeepers營(yíng)銷信息marketing information營(yíng)銷信息系統(tǒng)marketing information system , MIS潛在產(chǎn)品potential product耐用品durable goods非耐用品nondurable goods產(chǎn)品線product line產(chǎn)品工程product item產(chǎn)品組合product mix or product assortment產(chǎn)品組合的長(zhǎng)度product mix length產(chǎn)品組合的深度product mix

13、depth產(chǎn)品組合的關(guān)聯(lián)度product mix consistency產(chǎn)品生命周期product life cycle開發(fā)期development stage引進(jìn)期introduction stage生長(zhǎng)期growth stage成熟期maturity stage衰退期decline stage新產(chǎn)品開發(fā)new product development產(chǎn)品概念product concept商業(yè)化commercialization包裝package包裝戰(zhàn)略packaging strategy品牌brand品牌命名brand naming品牌決策branding decision一致品牌blank

14、et family brand品牌運(yùn)用者決策brand-sponsor decision個(gè)別品牌individual brand多品牌multi-brands一致的個(gè)別品牌company/individual brand協(xié)作品牌co-branding品牌資產(chǎn)brand equity品牌 HYPERLINK search.china.alibaba/selloffer/設(shè)計(jì).html t _blank 設(shè)計(jì)brand designing品牌延伸brand extension內(nèi)涵不變式延伸gradual changing meaning extension品牌管理brand management本

15、錢導(dǎo)向定價(jià)cost-driven pricing需求導(dǎo)向定價(jià)demand-driven pricing競(jìng)爭(zhēng)導(dǎo)向定價(jià)competition-driven pricing折扣定價(jià)discount pricing地域定價(jià)region pricing差別定價(jià)discrimination pricing撇脂定價(jià)skim pricing浸透定價(jià)penetration pricing稱心定價(jià)neutral pricing尾數(shù)定價(jià)mantissa pricing整數(shù)定價(jià)integer pricing招來定價(jià)fetch-in pricing聲望定價(jià)prestige pricing目的收益定價(jià)法target-re

16、turn pricing認(rèn)知價(jià)值定價(jià)法perceived-value pricing價(jià)值定價(jià)法value pricing通行價(jià)錢定價(jià)法going-rate pricing分銷渠道distribution channel中間商intermediate分銷渠道設(shè)計(jì)distribution channel disign實(shí)體分配physical distribution渠道沖突channel conflict促銷promotion促銷戰(zhàn)略promotion policies情感訴求emotional appeals理性訴求rational appeals品德訴求moral appeals群眾傳播媒體m

17、ass media氣氛atmosphere事件events量力支出法affordable method銷售額百分比法percentage-of-sales method競(jìng)爭(zhēng)對(duì)等法competitive-parity method目的義務(wù)法objective-task method廣告advertising公共關(guān)系public relations營(yíng)業(yè)推行sales promotion促銷組合promotion mix推進(jìn)戰(zhàn)略push strategy拉引戰(zhàn)略pull strategy廣告目的mission告知性廣告information advertising勸說性廣告persuasive advertising提示性廣告reminder advertising整合營(yíng)銷傳播integrated marketing communication接觸管理contact management人員推銷personal selling HYPERLINK search.china.alibaba/selloffer/效力.html t _blank 效力service效力中心產(chǎn)品core product效力附加產(chǎn)品supplementary product整合效力營(yíng)銷integrated service marketing效力的無形性intangibility of service效力的體