市场营销专业术语

营销用语营销组合(marketing mix)服务市场（served market）公司销售预测（company sales forecast）购买概率量表（purchase probability scale）环境预测（environmental forecast）连锁比率法(chain ratio method)先导指标法（leading indicator）最低市场需求（market minimal）合格有效市场（qualified available market）可扩展市场（expandable market）渗入市场（penetrated market）市场潜量（market potential）需求的营销敏感性（marketing sensitivity of demand）有效市场（available market）不可扩展市场（nonexpendable market）顾客化营销（customized marketing）突出属性（salient attributes）消费者选择的分取模式（disjunctive model ）消费者选择的期望值模式（expectancy value model）意见领导者(opinion leader)意见追随者(opinion follower)购买意图（purchase intention）认知冲突（cognitive dissonance）认知的使用效果（perceived performance）认知风险（perceived risk）全面成本领导（overall cost leadership）聚焦战略（集中化战略）（focus）差异化战略（differentiation）自然环境 (natural environment)宏观环境 (macro environment)技术环境 (technological environment)经济环境 (economic environment)人口统计 (demography)人口统计环境 (demographic environment)文化环境 (cultural environment)政治环境 (political environment)法律环境 (legal environment)营销中介机构 (marketing intermediary)组织购买（organizational buying）定位不足（under positioning）定位过分(over positioning)定位混乱(confused positioning)市场利基者（market niches）产品线特色决策（product-line feature）产品线填补决策（line-filling）产品组合（product mix）产品属性的重要性权数（degrees of importance）撇脂定价法（market-skimming pricing）无品牌产品（generics）是指包装简单且没有制造者的标记，主要目的是要节省包装及广告费用，降低成本。市场渗透定价法（market-penetration pricing）价格折扣与折让（discount and allowance）经验曲线（experience curve）FMCG是Fast Moving Consumer Goods的首字母缩写，代表快速消费品TVCF应该是television Call Finder的首字母缩写，代表电视寻线机(广告电视)当然,CF还有如下缩写:= certainty factors, 确定因素 ;= Card Feed,卡片馈送;= Carrier Frequency, 载波频率; = Carry Flag, 【ASM】进位标志; = Cathode Follower, 阴极输出器，阴极跟随器; = Center Frequency, 中心频率; = Central File, 中央文件; = certainty factor, 确信度，可信度系数，确信因子关系营销：relationship marketing全面质量管理：TQC/M(Total quality control/management)增值：value added长期盟友：long-term ally商务顾问：business consultant咨询式销售模式：consultative selling刺激反应理论：stimulus response/reactionFAB销售模式：feature advantage benefit(安利公司的销售方法)试探性成交：trial close亲密空间：intimate space个人距离：personal space距离威胁：space threat接受信号：acceptance signal谨慎信号：caution signal投资收益率：Return on investment事业规划：career aspiration经济增长：economic growth刺激需求：stimulate demand消费者热情：consumer enthusiasm分销系统：distribution system广告节目：advertising commercials生产过剩：over production买方市场：buyers market求职简历：job resume创收活动：revenue producing activity社会责任：social responsibility利益相关者：stakeholder随意解聘协议：termination at will rule搭配销售：tie-in sale保守道德水平：conventional moral development level违反担保责任：break of warranty道德规范：ethics道德行为：ethical behavior职员权利：employee rights误导性展示：miss representation态度-attitude 品牌兴趣-brand interest 品牌忠诚-brand loyalty 企业市场-business markets 影响中心-centers of influence 有意劝服路径-central route persuasion 认知-cognition 消费行为-consumer behavior 消费者决策过程-consumer decision 消费者市场-consumer markets 文化-culture 现有顾客-current customers 详尽可能性模型-elaboration likelihood model 环境因素-environment 选择评估-evaluative of alternatives 评估标准-evaluative criteria参考组-evoked set 交换-exchange政府市场-government markets习惯-habit 需要层次-hierarchy of needs 工业市场-industrial markets 信息性动机-informational motives 人际影响-interpersonal influences 认知-learning 市场-market 卖主-market营销-marketing大脑档案-mental files 动机-motivation 需要-needs被动生成动机-negatively originated motives 非人员影响-non-personal influences 舆论领袖-opinion leader 集团买主-organization buyers 感知-perception 感知过滤-perceptual screens 无意劝服路径-peripheral route to persuasion 个人过程-personal processes 劝服-persuasion 生理过滤-physiological screens 主动生成动机-positively originated motives 购后失调学说-post-purchase dissonance 购后评估-post-purchase evaluation 潜在顾客-prospective customers 心理过滤-psychological screens 参照人群-reference groups 经销商市场-reseller markets 选择性感知-selective perception 自我意识-self-concept 社会阶层-social classes刺激-stimulus 亚文化-subculture 认知失调学说-theory of cognitive dissonance 转换性动机-transnational motives国际市场-transnational markets 效用-utility 欲望-wants地理人口细分-geodemographic segmentation 地理细分-geographic segmentation 成长期-growth stage 隐性差异-hidden differences 独立品牌-individual brand 诱导性差异-induced inferences 密集分销-intensive distribution 引入期-introductory phase 特许品牌-licensed brand 市场细分-market segmentation 营销组合-marketing mix 成熟期-maturity stage 全国性品牌-national brand网络营销-network marketing 非人员传播-non-personal communication 人员型服务-people-based service 显性差异-perceptible differences 人员传播-personal communication 定位-position 价格因素-price element 初级需求-primary demand 首要需求趋势-primary demand trend 私家品牌-private label 产品概念-product concept 产品因素-product element 产品生命周期-product life cycle 消费心态细分-psychographics segmentation 消费心态-psychographics 宣传-publicity 拉-pull拉式战略-pull strategy 购买时机-purchase occasion 推入-push 推式战略-push strategy 转销商-reseller 销售推广-sales promotion 选择性需求-selective demand选择性分销-selective distribution