市场营销专用专业术语

1、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 to persuation认知cognition消费行为consumer behavior消费者决策过程consumer decision making process消费者市场文化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evaluation of alte

2、rnatives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hierachy 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marketers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nonpe

3、rsonal influences舆论领袖opinion leader集团买主organizational buyers感知perception感知过滤perceptual screens无意劝服路径periphial 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postpurchase dissonance购后评估postpurchase evaluation潜在顾客prospective custo

4、mers心理过滤psychological screens参照人群reference groupsconsumer markets经销商市场选择性感知 自我意识 社会阶层 刺激 亚文化认知失调学说 转换性动机 国际市场 效用 欲望地理人口细分 地理细分reseller marketsstimulustransnational marketsutility wantsselective perception self-concept social classessubculturetheory of cognitive dissonance transformational motives成长期

5、growth stage隐性差异hidden differenees独立品牌individual brand诱导性差异induced differences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nonpersonal communication人员型服务people-based service显性差异p

6、erceptible 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psychographic segmentation消费心态psychographic宣传publicity拉pull拉式战略pull strategy购买时机purchase occasio

7、n推入push推式战略push strategy转销商reseller销售推广sales promotiongeodemographic segmentation geographic segmentation选择性需求selective demand选择性分销selective distribution服务service特别事件special events标准工业分类代码Standard Industrial Cla目标市场target market目标营销过程target marketing process电话营销telemarketing使用率usage rates用户身份user st

8、atus垂直营销体系vertical marketing system用量细分volume segmentation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： bussiness consultant安利公司的销售方法)intimate space personal space space threat acceptance signal caution signalreturn on investime

9、nt咨询式销售模式： consultative selling 刺激反应理论： stimulus response/reaction FAB 销售模式： feature advangtage benefit( 试探性成交： trial close 亲密空间： 个人距离： 距离威胁： 接受信号： 谨慎信号： 投资收益率：career aspiration economic growth stimulate demand事业规划： 经济增长： 刺激需求： 消费者热情： consumer enthusiasm 分销系统： 广告节目： 生产过剩： 买方市场： 求职简历： 创收活动：distribution system advertising commercials over production buyers marketjob resume revenue producing activitysocial responsibilitystakeholderconventional moral development level break of warrantyethics社