市场营销专业英语知识点chapter1-11

Chapter11MarketingMix营销组合2PotentialCustomer潜在客户3Selling销售4SoftSell软营销5HardSell强硬营销6SupplyLed产品供不应求7DemandDriven产品供过于求8Intermediary中间商9RelationshipMarketing关系营销10MarketingEthics市场营销道德Chapter21EnvironmentScanning外部换件扫描2ExternalMarketingEnvironmentModel市场营销外部分析模型3Quota配额4Boom经济急速发展时期5Slump经济发展速度下降时期6Upturn&Downturn上升阶段和下降阶段7RecessionProof抗经济衰退的商品8Unemployment失业9MichaelPorter’sFiveForces波特五力模型分析10SWOTAnalysisSWOT分析模型Chapter31HostCountry东道国2PoliticalRisk政治危险3Expropriation征用4Confiscation没收5Domestication本土化6Organization组织7PurchasingPower购买力8ThePhysicalQualityofLifeIndex(PQLI)物质生活质量指数9Culture文化10InternationalMarketing国际市场营销Chapter41InternalData内部数据2ExploratoryResearch探索性研究3Hypothesis假说4PrimaryData第一手数据5SecondaryData第二手数据6ExternalData外部数据7Sample样本8FocusGroup焦点小组/小组座谈会9Survey调查，研究10Questionnaire调查问卷Themarketingresearchprocess1Definingtheproblem发现问题2Conductingexploratoryresearch3Formulationahypothesis4Greatingaresearchdesign5Collectingdataa.Primarydatab.Secondarydata6InterpretingandpresentingtheresearchinformationChapter5marketsegmentation知识点市场细分的原因Reasonsformarketsegmentation1.更高的利润higherprofits2.可持续的顾客关系在顾客生命周期的各个阶段Sustainablecustomerrelationshipinallphasesofcustomerlifecycle3.激励改革stimulatinginnovation单词1．市场细分marketsegmentation2．大众营销massmarketing3．投资回报率returnoninvestmentROI4．消费者市场customermarket5．生活形态细分psychographicsegmentation6．产品消费量细分product-relatedsegmentation7．地理细分geographicsegmentation8．人口细分demographicsegmentation9．生命周期life-cyclestage10．生活方式lifestyle11．个性化营销individualmarketing12．补缺营销nichemarketing13．可区分的distinguishable14．性别genderChapter6targetmarket知识点目标市场策略targetmarketstrategies1.无差异市场营销策略undifferentiatedmarketing2.差异性市场营销策略differentiatedmarketing3.集中性市场营销策略concentratedmarketing单词目标市场targetmarket市场定位positing渠道管理channelmanagement产品生命周期productlifecyclePLC归因attribute多归因态度模型multi-attributeattitudemappingChapter7consumerbuyerdecisionprocess知识点消费者购买决策过程consumerbuyerdecisionprocess1．确认需要need/problemrecognition2．信息搜索informationsearch3．评估选择evaluationofalternatives4．购买决定purchasedecision5．购后行为post-purchaseevaluation单词1.消费者行为consumerbehavior2.亚文化subculture3.参照组referencegroup4.动机motivation5.知觉perception6.采用adoptionChapter8businessmarketsandbusinessbuyerbehavior知识点购买过程模型Modelofthebusinessbuyingprocess1.problemrecognition2.generalneeddescription3.productspecification4.suppliersearch5.proposalsolicitation6.supplier（s）selectionandcommitment7.orderroutinespecification8.performancereview单词1.组织间营销B2Bmarketing2.引致需求deriveddemand3.联合需求jointdemand4.缺乏弹性需求inelasticdemand5.及时管理just-in-time（JIT）6.采购中心thebuyingcenter7.消费者购买行为buyingbehavior8.直接重购straightrebuy9.调整再购modifiedrebuy10.利益互惠reciprocityChapter9productandbrand知识点服务与商品可从几个方面区分Servicescanbedistinguishedfromgoodsinseveralways1.服务是无形的。Servicesareintangible.2.服务与服务提供者是不可分的。Servicesareinseparablefromtheserviceproviders.3.服务是易逝的。Servicesareperishable.4.购买者在服务的创造和分配中扮演重要角色。Buyersoftenplayimportantrolesinthecreationanddistributionofservices.5.服务是反复的。Servicesareinconsistent.单词1.产品product2.消费品consumerproduct3.工业品industrialproduct4.资本品capitalgoods5.服务service6.品牌化branding7.品牌形象brandimage8.品牌识别brandidentity9.品牌资产brandequity10.品牌战略brandstrategyChapter10new-productdevelopment知识点Extendingtheproductlifecycle1.增加使用频率increasingfrequencyofuse2.增加使用者的数量increasingthenumberofusers3.发现新的使用者findingnewuses4.改变包装的尺寸，标签，或者产品质量changingpackagesizes,labels,orproductquality单词1.新产品newproduct2.替代产品replacementproduct3.产品创新innovationproduct4.商品化commercialization5.新产品开发过程new-product6.市场试销test-marketing7.导入阶段introductionstage8.成长阶段growthstage9.成熟阶段maturitystage10.衰退阶段declinestageChapter11promotion：advertisingandpublicrelations知识点Definitionandobjectivesofpromotion1.给消费者和其他人提供信息provideinformationtoconsumersandothers2.增加需求increaseddemand3.differentiatetheproduct4.accentuatetheproduct’svalue5.stabilizesales促销组合的组成部分Elementsofthepromotionmix1.广告策略advertising2.公共关系publicrelations(PR)3.营销推广salespromotions4.人员推广personalselling单词1.促销策略promotion2.广告媒体media3.信息message4.受众audience5.互动（营销）interactivity6.赞助sponsorship7.危机管理crisismanagement