市场营销学核心词汇
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出自 MBA智库百科(https://wiki.mbalib.com/)
市场营销学核心词汇(Keywords in marketing)
- 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)
- 生产观念(production concept)
- 产品观念(product concept)
- 推销观念(selling concept)
- 市场营销观念(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)
- 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)
- 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)
- 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)
- 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 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)
- 个别品牌(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 design)
- 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(Advertising Objective)
- 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)
- 核心产品(core product)
- 附加产品(supplementary product)
- 整合服务营销(integrated service marketing)
- 服务的无形性(intangibility of service)
- 体验属性(experience attributes)
- 信任度属性(credence attributes)
- 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)