营销调研试卷.doc

Charpter1 一、名词解释 1.marketing: is a process by which conpanies create value for customers and build strong customer relationships to capture value from customers in return . 2.美国营销协会定义marketing为：a process of all activities necessary for the conception , pricing, promotion , and distribution of ideas, goods , and services to create exchanges that satisfy individual and organizational objectives . 为达成交易并满足个人和组织的目标而进行的一切关于观念、商品和服务的概念、定价、促销和分销活动。 3.Marketing concept(营销观念) : is a business philosophy that holds that the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating customer value to it chosen target markets . （是一种经营哲学，他认为实现组织目标的关键在于确定目标市场的要求和欲望，并比竞争对手更有效益和效率地对这些要求予以满足） 4.Marketing strategy(营销战略);consists of selecting a segment of the market as the companys target market and designing the proper mix of product/service , price , promotion, and distribution system to meet teh wants and needs of the consumers within the target market . （包括选择一个细分市场作为公司的目标市场，设计正确的产品/服务、价格、促销和分销系统“组合”，以满足目标市场中消费者的需要和欲望） 5.Marketing research(营销调研)：is the process of designing , gathering ,analyzing , and reporting information that may be used to solve a specific marketing problem . （是对那些可以用来解决特定营销问题的信息所进行的设计、收集、分析和报告的过程） 6.美国营销协会定义marketing research 为：is the function that links the consumer, customer , and public to the marketer through information-infromation used to identify and define marketing opportunities and problems ; generate , refine , and evaluate marketing actions; monitor marketing performance ; and improve the understanding of marketing as a process . （一种把消费者、顾客及公共部门和市场联系起来的特定活动——这些信息用以识别和界定营销机会和问题，产生、改进和评价营销活动，监控营销绩效，增进对营销过程的理解） 7.Online research :the use of computer networks , including the Internet , to assist in any phase of the marketing research process including development of the problem , research design , data gathering , anslysis , and report writing and distribution . (使用互联网