市场营销词汇大全123

AdaptedmarketingmixAninterna-tionalmarketingstrategyforadjustingthemarketingmixelementstoeachinternationaltargetmarket,bearingmorecostsbuthopingforalargermarketshareandreturn.AdministeredVMSAverticalmarket-ingsystemthatcoordinatessuccessivestagesofproductionanddistribution,notthroughcommonownershiporcontrac-tualties,butthroughthesizeandpowerofoneoftheparties.AdoptionprocessThementalprocessthroughwhichanindividualpassesfromfirsthearingaboutaninnovationtofinaladoption.AdvertisingAnypaidformofnonper-sonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.AdvertisingagencyAmarketingser-vicesfirmthatassistscompaniesinplan-ning,preparing,implementing,andeval-uatingallorportionsoftheiradvertisingprograms.AdvertisingobjectiveAspecificcom-municationtasktobeaccomplishedwithaspecifictargetaudienceduringaspe-cificperiodoftime.AdvertisingspecialtyUsefularticleimprintedwithanadvertiser’sname,givenasagifttoconsumers.AffordablemethodSettingthepromo-tionbudgetatthelevelmanagementthinksthecompanycanafford.Ageandlife-cyclesegmentationDivid-ingamarketintodifferentageandlife-cyclegroups.AgentAwholesalerwhorepresentsbuy-ersorsellersonarelativelypermanentbasis,performsonlyafewfunctions,anddoesnottaketitletogoods.AllowancePromotionalmoneypaidbymanufacturerstoretailersinreturnforanagreementtofeaturethemanufacturer’sproductsinsomeway.AlternativeevaluationThestageofthebuyerdecisionprocessinwhichthecon-sumerusesinformationtoevaluatealter-nativebrandsinthechoiceset.ApproachThestepinthesellingprocessinwhichthesalespersonmeetsthecustomerforthefirsttime.AttitudeAperson’sconsistentlyfavor-ableorunfavorableevaluations,feelings,andtendenciestowardanobjectoridea.B2B(business-to-business)e-commerceUsingB2Btradingnetworks,auctionsites,spotexchanges,onlineproductcat-alogs,bartersites,andotheronlineresourcestoreachnewcustomers,servecurrentcustomersmoreeffectively,andobtainbuyingefficienciesandbetterprices.B2C(business-to-consumer)e-com-merceTheonlinesellingofgoodsandservicestofinalconsumers.BabyboomersThe78millionpeoplebornduringthebabyboomfollowingWorldWarIIandlastinguntiltheearly1960s.Basing-pointpricingAgeographicalpricingstrategyinwhichthesellerdes-ignatessomecityasabasingpointandchargesallcustomersthefreightcostfromthatcitytothecustomer.BehavioralsegmentationDividingamarketintogroupsbasedonconsumerknowledge,attitude,use,orresponsetoaproduct.BeliefAdescriptivethoughtthataper-sonholdsaboutsomething.BenchmarkingTheprocessofcompar-ingthecompany’sproductsandprocessestothoseofcompetitorsorleadingfirmsinotherindustriestofindwaystoimprovequalityandperformance.BenefitsegmentationDividingthemar-ketintogroupsaccordingtothedifferentbenefitsthatconsumersseekfromtheproduct.BrandAname,term,sign,symbol,ordesign,oracombinationoftheseintendedtoidentifythegoodsorservicesofonesellerorgroupofsellersandtodifferenti-atethemfromthoseofcompetitors.BrandequityThepositivedifferentialeffectthatknowingthebrandnamehasoncustomerresponsetotheproductorservice.BrandextensionUsingasuccessfulbrandnametolaunchanewormodifiedproductinanewcategory.Break-evenpricing(targetprofitpric-ing)Settingpricetobreakevenonthecostsofmakingandmarketingaproduct;orsettingpricetomakeatargetprofit.BrokerAwholesalerwhodoesnottaketitletogoodsandwhosefunctionistobringbuyersandsellerstogetherandassistinnegotiation.BusinessanalysisAreviewofthesales,costs,andprofitprojectionsforanewproducttofindoutwhetherthesefactorssatisfythecompany’sobjectives.BusinessbuyerbehaviorThebuyingbehavioroftheorganizationsthatbuygoodsandservicesforuseintheproduc-tionofotherproductsandservicesorforthepurposeofresellingorrentingthemtoothersataprofit.BusinessbuyingprocessThedecisionprocessbywhichbusinessbuyersdeter-minewhichproductsandservicestheirorganizationsneedtopurchase,andthenfind,evaluate,andchooseamongalter-nativesuppliersandbrands.BusinessportfolioThecollectionofbusinessesandproductsthatmakeupthecompany.Buyer-readinessstagesThestagescon-sumersnormallypassthroughontheirwaytopurchase,includingawareness,knowledge,liking,preference,convic-tion,andpurchase.BuyersThepeoplewhomakeanactualpurchase.BuyingcenterAlltheindividualsandunitsthatparticipateinthebusinessbuying-decisionprocess.BuzzmarketingCultivatingopinionleadersandgettingthemtospreadinfor-mationaboutaproductorservicetooth-ersintheircommunities.By-productpricingSettingapriceforby-productsinordertomakethemainproduct’spricemorecompetitive.C2B(consumer-to-business)e-com-merceOnlineexchangesinwhichcon-sumerssearchoutsellers,learnaboutGlossarykot69185_glos.qxd12/30/043:30PMPageG-1theiroffers,andinitiatepurchases,some-timesevendrivingtransactionterms.C2C(consumer-to-consumer)e-com-merceOnlineexchangesofgoodsandinformationbetweenfinalconsumers.Captive-productpricingSettingapriceforproductsthatmustbeusedalongwithamainproduct,suchasbladesforarazorandfilmforacamera.Cashrefundoffer(rebate)Offertorefundpartofthepurchasepriceofaproducttoconsumerswhosenda“proofofpurchase”tothemanufacturer.CatalogmarketingDirectmarketingthroughprint,video,orelectroniccatalogsthatar