市场营销专业英语名词解释

市场营销专业英语名词解释 1.Marketing mix (营销组合) the marketing mix is the set of controllable variables (可控变量)that must be managed to satisfy the target market and achieve organization objectives(组织目标).These controllable variables are usually classified according to(根据) four major decision ares : product , price , promotion , and place(渠道). 2.The Marketing Concept(营销观) Simply stated(简单的说), the marketing concept means that an organization should seek to(设 法) make a profit by serving the needs of customer groups(客户群体). 3.Market Penetration Strategies (市场渗透战略) These strategies focus primarily on(主要侧重于) increasing the sale of present products to present customers . market penetration strategy is based on existing products, to fully develop its market potential(市场潜力) of enterprise development strategies(企业发展战略), also known as the basic business strategy. 4.Qualitative Research(定性研究) Qualitative research typically involves face-to-face interviews(面对面访谈) with respondents (受访者) designed(有的) to develop a better understanding of what they think and feel concerning(关于) a research topic(话题) , such as a brand name , a product , a package , or an advertisement. 5.Quantitative research(定量研究) Quantitative research involves more systematic procedures(系统的程序) designed to obtain(获 得) and analyse numerical data(数值数据). 6..Market Segmentation (市场细分) We defined market segmentation as the process of dividing a market into groups of similar consumers and selecting the most appropriate groups(适当的组) for the firm to serve. 7.Benefit segmentation (利益细分) Benefit segmentation is clearly a market-oriented(以市场为导向) approach(方法) to segmentation that seeks to identify(找出) consumer needs and wants and to satisfy them by providing(提供) products and services with the desired(渴望的) benefits. 8.Market niche(市场缝隙) The theory is that, in the modern market, there will always be a blind spot in the market. Small production and management activities should focus on the "Find the market gap(缺口)" and to commence(开始，着手) with the implementation(执行) of new product development as a market niche strategy. 9.Brand name(品牌) The brand name is perhaps the single most important element on the package , serving as a unique identifier(唯一标识) . Specifically , a brand name is name , term , design , symbol , or other feature that identifies one seller's good or service as distinct(区分) from those of other sellers.(具 体来说，一个品牌名称是名称，术语，，符号，或其他功能，识别一个卖家的商品或服 务，从其他卖家的不同。) 10.Marketing myopia(营销近视症) Marketing myopia is inappropriate to focus on product or technolgy, rather than on market needs (consumer needs) with the resulting loss of market, business, loss of competitiveness. 11.promotion mix(促销组合) The promotion mix is the use of business within a specified period(指定期限)of advertising, personal selling, public awareness (公共意识), sales promotion, mixed-use(混合使用) four basic sales promotion, incentive(激励) and induce(劝导) target market strategy for consumer behaviour. 12.Personal selling (人员销售) Personal selling can be defined as a two-way flow(双向流动) of communication between a potential(潜在) buyer and a salesperson that is designed(有计划的) to accomplish at least three task: (1)Identify(找出) the potential buyer's need; (2)Match(比较) those needs to one or more of the firm's products or services; (3)On the basis of this match , convince(说服) the buyer to purchase the product.