市场营销 基本.docxVIP

市场营销 基本 中间商品牌:intermediaries brand 需要:need 批发商 :whoksaler 欲望 want 零售商:retailer 需 求:demand 百货公司 :department store 产品:product 超市:supermarket 关系营销:relationship marketing 便利店:convenience store 营销网:marketing network 折扣店:discount store 生产观念:the production concept 促销组合:promotion mix 产品观念:the product concept 交流信息:communicating information 相关群体:reference group 人员销售:personalo selling 购买者角色:buying role 广告 策 略 advertising strateqie 购 买 行 为 :buying behavior 公共关系 public relation 认知需求:problem recognition 营销调研:marketing research 搜集信息:information search 产品策略:product strategie 组织者市场:orqanization market 产品组合:product mix 派生需求:derived demand 营销观念 :the marketing concept 缺乏弹性:inelastic demand 消费者市场 consumer market 品牌策略:brand strategy 顾客满意:customer satisfaction 制造商品牌:manufactures brand 顾客总价值:total customer value 定价策略:pricing strategie 顾客总成本:total customer value 现金折扣:cash discount 营销环境 :marketing environment 数量折扣:quantity discount 营销信息系统:marketing information syste 功能折扣:functional discount 市场细分策略:market segmentation startegie 季节折扣:seasonal discount 目标市场策略:market tageting strategie 新产品定价:new product pricing 市场定位策略 market positioning strategie 产品组合定价:product-mix pricing 产品市场寿命周期;the product life cycle 分销渠道:distribution channel 销售观念:the selling/sales concept 密集分销渠道:intensive distribution 社会营销观念:the societal marketing concept 选择性分销 :selective distribution 宏 观 营 销 环 境 :macro-marketing environment 独家分销:exclusive distribution 消费者行为模式:model of consumerbehavior quality 质量 价值,成本和满意 :value,cost,andsatisfaction performance 性能交换和交易 exchange and transaction feature 特点marketing myopia 市场营销近视 营销者和预期顾客 :marketers and prospect distribution channels 分销渠道 市场营销观念:marketing management Marketing environment 营销环境 Philosophy Actors 因素(行动者，参与者) Planning 规划Target customer 目标顾客 Executing =implementation=carry out 执 marketing intermediaries 中间商 行、实施、贯彻 competitoers 竞争者 Target buyer 目标客户 Co