Unit_4_Market_segmentation
Part4 Segmentation
CHAPTER 3
IDENTIFYING AND TARGETING FINANCIAL PROSPECTS 识别和定位金融前景
2. How did all those basis be selected or determined?明确细分基础 是如何/以什么为标准被选择出来/被确定的: Due to the vast number of variables which can be used for segmenting markets, efforts have been made to classify them into groups according to their properties and their ease of application and interpretation.
Bases for Segmenting Financial Services Consumer 市场细分的基础（针对金融服务购买者）
1. Definition of segmentation basis 细分基础定义
A segmentation basis has been denned as ‘the characteristic or groups of characteristics of consumers used to assign consumers to segments’ (Wedel, 1990, p. 22). 用于划分购买者的（一系列）特 征
市场细分的英文作文
市场细分的英文作文Market segmentation is the process of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors.The purpose of market segmentation is to better understand and meet the needs of specific customer groups, allowing companies to tailor their products, services, and marketing strategies to the unique preferences of each segment.Segmentation can be based on various factors such as demographics, psychographics, behavior, and geography. By identifying and targeting specific segments, companies can improve the effectiveness of their marketing efforts and increase customer satisfaction.For example, a clothing retailer may segment its market based on age, offering different styles and designs to appeal to teenagers, young adults, and older consumers.This allows the company to better meet the diverse fashion preferences of each group.Another example of market segmentation is seen in the automotive industry, where car manufacturers target different segments based on income levels, lifestyle, and preferences for features such as fuel efficiency or luxury.In the hospitality industry, hotels and resorts often segment their market based on traveler types, such as business travelers, families, or luxury seekers, offering tailored services and amenities to meet the specific needs of each group.Market segmentation is a valuable tool for businesses to identify and capitalize on opportunities in the market, allowing them to effectively reach and serve diverse customer groups with precision and relevance.。
marketing
Chapter 1&2:1.Market: anywhere that people with the desire and ability can buy a specific product.2.Market Segments （细分市场）: 1) smaller groups of markets with potential customers thathave a great deal in common; 2) specialized set of goods or services may be provided3.T arget Market （目标市场）: One or more specific groups of potential customers towardwhich an organization directs its marketing program.4.Marketing（市场营销定义）: the process of building lasting relationships through planning,executing and controlling the conception, pricing, promotion and distribution of ideas, goods and services to create mutual exchanges that satisfy individual and organizational needs and objectives5.What four factors are needed for marketing to occur?1)Two or more parties with unsatisfied needs2) a desire and ability on their part be satisfied3) a way for the parties to communicate4)something to exchange.6.Marketing Mix (4Ps)（营销组合）: the marketing mix is product, price, promotion, and place.7.Marketing’s T wo T asks:1)discovering consumer needs;2)satisfying consumer needs8. Marketing & Sales （市场营销与销售）:1) Marketing is the process to persuade potential customers to buy a particular product orservice;2) Sales is the end result of the marketing process and occur when goods or services aregiven over to a customer in exchange for money or another valuable consideration.3) Marketing describes the whole commercial process that creates the interest that thepotential customer demonstrates prior to a sale. Sales transactions are the goal of marketing and serve as the basis for the relationship between the marketer and the consumer.4) An Example: "... if the circus is coming to town and you paint a sign saying 'CircusComing to the Fairground Saturday', that's advertising. If you put the sign on the back of an elephant and walk it into town, that's promotion. What you’ve done is marketing. If the town's citizens watch the circus, you show them the many entertainment booths, explain how much fun they'll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that's sales.9. Marketing Functions （市场营销功能）:1) Contact: seeking out of prospective consumers2) Merchandising: the process of bringing the right product to the right place at the righttime in the right quantity at the right price3) Pricing: the determining factor when a purchase is made and is a key to profit.4) Promotion: support marketing efforts (paid advertising, personal selling, public relations,and supplemental efforts.5) Distribution (distribution channels): the process of putting the consumer and the producttogether.6) Human Resources (HR)10. Hierarchy of Effects (效果层级理论):1) Marketing term for the sequence of five steps by which consumers receive and use information in reaching decisions about what actions they will take.2) from the initial exposure to a product or advertisement to the purchase decision: (1) awareness （产品知名度）, (2) affinity （产品关联）, (3) preference （产品偏好）, (4) confidence （产品信心）, and (5) purchase （产品购买）Hierarchy of Effects43ConfidencePreferenceAffinity (Linking)Awareness PurchaseDOFEELTHINK11. Market: anywhere that people with the desire and ability can buy a specific productMarketplace: a location where goods and services are exchanged12. International Marketing （国际市场营销）:1) International Marketing involves the firm in making one or more marketing mixdecisions across national boundaries. (Narrow Sense)2) International Marketing involves the firm in establishing manufacturing facilitiesoverseas and coordinating marketing strategies across markets. (Broad Sense)13. Characteristics of the International Marketing:1) Bigger market and Stronger Competition2) Huge Complexity of organizations3) Different Standards among Countries4) Higher Risk and More Difficulties14. Different Levels of Marketing （不同层次的市场营销）:1) Domestic Marketing （国内营销）: targeting exclusively on the home country market2) Export Marketing （出口营销）: the first stage of addressing market opportunities outside the home country3) International Marketing (global marketing)（国际营销）: the stage when a marketer enters certain countries according to a company’s resources and the nature of opportunit ies and threat 国际市场营销学8The International Marketing Task7 3. Economy Environmental uncontrollables country market AEnvironmental uncontrollables country market B Environmental uncontrollables country market C1. Competition1. Competition2. Technology Price Product Promotion Place or Distribution6. Geography and Infrastructure Foreign Environment(Uncontrollables)7. Structure ofDistribution 3. Economy 5. Political-LegalDomestic environment(Uncontrollables)(Controllables) 2 .Technology 4. Culture5. Political-Legal 4. CultureTarget Market15. International Marketing Process (国际市场营销过程)： 10Appraising the international marketing environment (marketassessment)Deciding whether to go abroad (market orientation)Deciding which market to enter (market orientation)Deciding how to enter the market (strategy development)Deciding on the marketing mix (implementation)Deciding on the marketing control and management(control)16. How to enter overseas markets in the first place?1） Indirect export : exporters use an intermediary, such as an export agent, to deal withbuyers in the overseas markets.2） Direct export : companies handle their own exports, for example by setting up overseassales offices.3） Licensing : companies sell the rights to use a manufacturing process, trademark or patentfor a fee or royalty.4） Joint venture : two companies, for example an overseas firm and a local one, may worktogether to develop a particular market.5） Direct investment : the company buys a local firm, or sets up its own manufacturingsubsidiaries. 17. Regulation: principle or rule employed in controlling or managing the exports. 18. Financing: a firm fills the need for cash from external or borrowed money19. hard currency （硬通货）:1) Stable , convertible currency (such as the Euro , US dollar , or Y en) or that enjoys the confidence of investors and traders alike2) Hard currencies serve as means of payment settlements because they do not suffer from sharp exchange rate fluctuations.20. soft currency （软通货）: Currency belonging to a small, weak, or wildly fluctuating economyand which, therefore, is not in favor with foreign exchange dealers Chapters 2,3 & 4:1. Segmentation, T argeting, and Positioning (STP): Building the Right Relationships withthe Right CustomersMarket Segmentation (市场细分): dividing a market into distinct groups of buyerswith different needs, characteristics, or behavior who might require separate products ormarketing mixesSegmenting Consumer Markets (市场细分标准):Geographical segmentation (地理细分): World / Country Region , State / Province,City / Country, Neighborhood, Climate, GeographyDemographic segmentation (人口细分): Most popular segmentation Age / Gender,Family size, Family life cycle, Income / Occupation, Education ,Religion / Race,NationalityPsychographic segmentation (心理细分): Lifestyle, Social classBehavioral segmentation (行为细分): User status, Usage rates, Loyalty status● Market T argeting(目标市场选择): the process of evaluating each market segment’sattractiveness and selecting one or more segments to enter.Segmentation & T argeting Strategies :Mass marketing (Undifferentiated marketing) (无差异性营销): offering the sameproduct to the entire consumer population (entire market) 企业只推出一种产品，只用一套营销办法招徕所有顾客。
Marketing市场营销专业词汇中英文对照表
市场营销专业词汇中英文对照表Marketing Management营销管理New Products Development新产品开发Service Industry Marketing服务业营销Advertising广告Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道Public Relationship公共关系Consumer Behavior消费者行为Systems of Management Information管理信息系统Marketing Research营销调研accessibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略positioning定位market segmentation市场细分sales promotion销售促进advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising reach 广告接受人数advertising message 广告信息advertising source 广告信息来源agent middleman 代理商allowance 折让alteration 退换American Marketing Association 美国营销协会annual marketing plan 年度营销计划assurance 保证attitudes of consumers 消费者态度availability 可获得性/供货能力awareness （产品）知晓度/知名度baby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码barter 实物交易basic physical needs 基本生理需要BCG Grow-Share Matrix 波士顿增长-份额矩阵before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试blue collars 蓝领bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand's equity 品牌的价值break-even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度bribery 贿赂British Airways 英国航空公司brokers 经纪人budgeting 预算bundle 捆绑Bureau of Census 人口统计局business strength rating 商业能力评分business plan 商业计划business position 经营地位business sector 商业部门business services markets 商业服务市场business strategies 经营战略business unit strategy 经营单位战略buyback allowances 回购折让buyback arrangements 产品返销buyers' bargaining power 买方的讨价还价能力buyers 采购者buying behavior 购买行为buying center 采购中心buying inertia 购买惯性buying intention 购买意图buying offices 连锁商店的进货中心buying situation 采购情况/类型buying task 采购任务capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel conflicts 渠道冲突channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道choice criteria 选择标准closing a sale 结束销售clothing retailers 服装零售商co-branding 联合品牌code of ethics （职业）道德标准coercive power 强制权cognitive dissonance 认识的不协调collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体company personnel 公司员工comparative advertisements 比较广告comparison of brands 品牌比较compensation deals 补偿处理compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 补偿性的competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive (supply-side) evolution 竞争（供方）演变competitive factors 竞争因素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力competitor analysis 竞争者分析complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场computerized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型consumer decision-making 消费者（购买）决策consumer goods channels 消费品分销渠道consumer goods 消费品consumer markets 消费品市场consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers' perceptions 消费者感知consumption 消费contests 竞赛contingency planning 权变计划contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际贡献（贡献毛利）分析contribution margin 边际贡献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 服务的便利性core benefit proposition (CBP) 核心利益方案/提议corollary-data method 推定数据法corporate HQ 公司总部corrective action 矫正行动cost analysis 成本分析cost effectiveness 成本有效性cost leadership strategy 成本领先战略cost of capital 资本成本cost of goods sold (COGS) 产品销售成本cost reductions 降低成本产品cost-and-volume relationship 成本-数量关系cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益costs of competitors 竞争者成本costs of distribution 分销成本counter trade 对等贸易courtesy 礼貌coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing 习惯性定价法customer analysis 顾客分析customer contact 顾客接触customer demand 顾客需求customer intimacy 顾客亲密度customer loyalty 顾客忠诚度customer need 顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客服务customer-oriented pricing 顾客导向定价法customers' perception 顾客感知data confidentiality 数据保密data research 数据研究data sources 数据来源dealers 经销商deceptive advertisements 欺骗性广告deciders 决策者declining markets 衰退市场decoding 解码defect rate 缺陷率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略defensive positioning 防御性定位delivery time 交付时间delivery 配送demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 可靠性deregulation 放松管制descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants 决定因素different responses 差别反应differentiated marketing 差异化营销differentiation over time 不同时间的差异differentiation strategy 差异化战略differentiation 差异化diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度direct costing profitability analysis 直接成本盈利性分析direct mail 直接邮寄direct marketing via advertising media 通过广告媒体的直接营销direct marketing 直接营销direct product profitability (DPP) 直接产品盈利性/利润率direct selling 直销discount rate 贴现率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价策略discriminant analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视定价调整disjunctive model 分离模型display space 陈列空间disposable income 可支配收入dissonance-attribution hierarchy 不和谐-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销策略distribution 分销distributor/store (private labels) brands 分销商/私有品牌distributors 分销商diversification 多元化divest 撤退divest 出让divestment or liquidation 收回投资或清算dividend 红利domestic target marketing strategies 国内目标市场定位的营销战略dropping products 放弃产品dual/two channel distribution systems 双重分销系统durability 耐用性early vs late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素economic power 经济权economies of scale 规模经济education services 教育服务effectiveness 有效性efficiency 效率emergency goods 急需品emotional appeals 情感诉求empathy 移情作用empirical evidence 经验性实例empowerment 授权encoding 编码end use 最终使用endorsement 赞同engineering （产品）工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit （公司）伦理审计ethics of marketing 营销伦理道德ethnic composition 种族构成European Community 欧共体evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估event sponsorship 事件赞助event 活动everyday low-price (EDLP) 天天低价evoked set 引发的组合evolution of market 市场演变exchange 交换exclusive dealing 独家销售exclusive distribution 独家分销executive summary 执行摘要exhibition media 展示广告媒体existing market 现有市场exit barriers 退出壁垒expansion path 扩张途径expectation measures （顾客）预期测度expectations of customers 顾客期望expected unit sales 预计产量expected value 期望价值experience curve 经验曲线experimental research 实验性研究expert power 专长权exploratory research 探索性研究export agents 出口代理（商）export jobbers 出口批发商export management company 出口管理公司export merchants 出口贸易商export 出口exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额external data sources 外部数据来源external environment 外部环境extrapolation of past sales trends 过去销售趋势推测法facilitating agencies 辅助/中介机构factor analysis 因素分析法fads 时尚family branding 家族品牌family life cycle 家庭生命周期family structure 家庭结构farm products 农产品fast-moving consumer goods (FMCG) 快速变动的消费品fear appeals 恐惧/顾虑诉求features 特征Federal Department Stores 联邦百货商店Federal Trade Code （FTC) 联邦贸易法案FedEx (Federal Express) 联邦快递feedback data 反馈数据field test marketing 实地市场测试financing 融资fisheries 渔业fit and finish 结实度与外观fixed costs 固定成本fixed salary 固定工资flanker strategy 侧翼进攻战略flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational structure 扁平的组织结构FOB origin pricing FOB产地定价法focus strategy 集中战略followers 追随者Ford 福特公司foreign middlemen 国外中间商forestry 林业formalization 形式/规范化formulate 制定fortress/position-defence strategy 防御堡垒战略Fortune 《财富》杂志forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 免费电话号码free goods 免费商品freight-absorption pricing 免收运费定价法fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全成本盈利性分析full-service wholesalers 全方位服务的批发商functional competencies and resource allocation 职能能力与资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍functional organizational structure 职能型组织结构functional performance 功能性能functional strategy 职能战略games 比赛gap 差距gatekeepers 信息传递者general behavioral descriptors 一般行为变量General Electric (GE) 通用电气General Foods Corporation 通用食品general merchandise discount chains 大众商品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布geographical organization of sales force 按地区组织销售队伍Gillette 吉列剔须刀global adjustments 全球调整global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制global markets 全球市场global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场globalization 全球化global-market expansion 全球市场扩张goals 总目标going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制greenhouse effect 温室效应grey market 灰色市场gross domestic product (GDP) 国内生产总值gross margin 毛利gross national product (GNP) 国民生产总值gross profit 毛利gross rating points (GRPs) 总级别指数group/category product manager 类别产品经理growing markets 成长市场growth rate of market 市场增长率growth stage of product life cycle 产品生命周期的成长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leaders 市场领导者的市场增长战略growth-market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 保证/担保guarantees 保证Gucci 古琦（世界著名时装品牌）Haagen-Dazs 哈根达斯hard technology 硬技术Harvard Business Review 《哈佛商业评论》harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations (HMOs) （美国）卫生保健组织heavy buyer 大客户Heileman Brewing CompanyHeinz 亨氏食品helpfulness 有益性Henkel 汉高Hertz 赫兹（美国汽车租赁巨头）Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商high market share global strategy 高市场份额全球战略high-contact service system 高接触服务系统high-involvement product 高参与产品high-involvement purchase 高参与购买hight market share 高市场份额战略Hilton 希尔顿Holiday Inns 假日旅馆homogeneous market 同质市场Honda 本田household/family life cycle 家庭生命周期household 家庭hybrid technology 混合技术idea generation 创意的产生/生成ideas for new products 新产品创意/构想idea-screening process 创意筛选过程identification of segments 识别细分市场Illinois Tool Works 伊利诺斯工具厂image pricing 形象定价imitative positioning 模仿定位imitative strategy 模仿战略impact evaluation 影响评估impersonal sources 非个人的信息来源implementation and control of marketing programs 营销计划的执行和控制implementation 实施improvements in or revisions of existingproducts 现有产品的改良或修正impulse buying 冲动购买impulse goods 冲动购买品incentives 激励income 收入increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接成本盈利性分析individual brand 个别品牌individual value 个人价值industrial goods & services 工业产品和服务industrial goods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-business positionmatrix 行业吸引力-业务地位矩阵industry dynamics 产业动态industry evaluation 产业评估industry evolution 产业演变inelastic 缺乏价格弹性influences 影响者info-communications industry 信息通信行业infomercials 商业信息广告information age 信息时代information search 信息搜集information technology 信息技术information 信息informative 告知性的ingredient 成份in-home personal interview 个人家庭访谈in-house use tests 内部使用测试innovation 创新innovativeness 创新性installation 设施in-store display 店内展示in-store positioning 店内布局in-store promotion 店内促销intangibles 无形integrated marketing communication plan (IMC)整合营销传播计划integration of perception 感知整合integration 整合Intel 因特尔intensity of market position 市场地位的集中程度intensity 集中程度intensive distribution 密集型分销interactions across multiple target markets 多目标市场间的相互作用interactive media 交互式媒体interest rates 利率internal data sources 内部数据来源internal marketing 内部营销internal organizational structure 内部组织结构international advertising 国际广告international channels 国际分销渠道international division 国际分部international marketing 国际营销international organizational design 国际组织设计internationalization of services 服务的国际化introductory stage of product life cycle 产品生命周期的推出阶段inventory level 库存水平investor relations advertising 投资关系广告issue advertising 观点广告jobbers 批发商Johnson & Johnson 强生joint ventures 合资jury of executive opinion 行政管理人员群体意见法just noticeable difference (JND) 恰巧注意到的差异just-in-time (JIT) management system 准时制管理体系just-in-time purchasing arrangements 及key account management 主要客户管理key accounts 关键客户key benefits 核心利益key environmental issue identification 确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户laboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级结构legal services 法律服务legislation 立法legitimate power 法定权level of compensation 酬金水平level of technical sophistication 技术的复杂程度Levi Strauss 李维·史特劳斯Levi's 列维斯（全球最大的牛仔服制造商）lexicographic model 词典编纂模型lifestyle 生活方式limited-service wholesalers 有限服务的批发商line extension 产品线扩展line filling 产品线填充line stretching 产品线延伸list price 订价Loyd's of London 伦敦劳埃德保险公司localization strategy 本地化战略location pricing 场所定价location 位置lodging 房屋出租logistical alliances 后勤联盟long-term memory 长期记忆lost customer 失去的顾客Louis Vuitton 路易·威登（法国著名时尚品牌）low-contact service system 低接触服务系统low-cost defender 低成本防御型low-cost position 低成本地位low-involvement hierarchy 低参与程度层级结构macro risks 宏观风险macro-environment 宏观环境macro-segmentation 宏观细分mail-order retailers 邮购零售商maintaining market share 保持市场份额maintenance strategy 保持战略management overhead 管理费mandatory adaptation 强制性适应manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives 生产商的代理商/销售代表manufacturers' export agents (MEA) 制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/分支机构manufacturing process 制造过程manufacturing 制造业market aggregation strategy 整体市场战略market attractiveness factors 市场吸引力因素market attractiveness 市场吸引力market attractiveness/business position matrix市场吸引力/业务地位矩阵market circumstances 市场环境market demographics 市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战略market exclusion 市场排斥market expansion strategy 市场扩张战略market factors 市场因素market followers 市场跟随者market growth rate 市场增长率market hierarchy 市场等级market inclusion 市场纳入market leaders 市场领导者market measurement 市场测量market opportunity analysis 市场机会分析market oriented 以市场为导向的market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜力测度market research 市场研究market segment 细分市场market segmentation 市场细分market share 市场份额market targeting 目标市场选择market 市场marketability 市场开拓能力market-entry strategies 市场进入战略marketing action plan 营销行动计划marketing audit 营销审计marketing channel 营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制marketing decision support systems (MDSS) 营销决策支持系统marketing environment audit 营销环境审计marketing flows and functions 营销过程和职能marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响marketing information system 营销信息系统marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合marketing policy 营销策略marketing productivity area audit 营销生产力领域的审计marketing program components 营销计划内容marketing program 营销计划/方案marketing relationship 营销关系marketing research 营销研究marketing strategy 营销战略market-management organizational structure 市场管理组织结构mark-up price 产品/溢价价格Marlboro 万宝路Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场渗透战略mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构Mitsubishi 日本松下电子mature conformists 成熟的随大流者mature markets 成熟市场mature stage of product life cycle 产品生命周期的成熟阶段McDonald's 麦当劳McDonnell Douglas 麦道公司MCI电讯公司（前世界通信公司）MDSS (Marketing-Decision Support System) 市场决策支持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准media audiences 媒体受众medical and health services 医疗卫生服务Medico Containment Servicesmemory of consumers 消费者记忆Mercedes-Benz 梅赛德斯-奔驰Mercer Management Consulting 美国美智管理顾问公司merchandising 推销merchant middlemen 国内贸易中间商merchant wholesalers 商业批发商message structure 信息结构Michael Porter 迈克尔-波特micro risks 微观风险microsegmentation 微观细分Miller Tyding ACT, USA 米勒·泰丁法案minging 矿业Minnesota Mining and Manufacturing Company (3M) 明尼苏达矿业和制造公司Minolta 美能达miscellaneous sources 多方面来源mission 宗旨missionary selling 推销式销售Mitsubishi Heavy Industries 三菱重工modified rebuy 调整再购mono segment positioning 单一细分市场定位Monsanto 孟山都农业生物技术公司moral appeals 伦理/道德诉求morals 道德Motorola 摩托罗拉multichannel distribution 多渠道分销multidimensional scaling 多维等级法multilevel selling 多级销售multinational corporations (MNCs) 跨国公司multiple test markets 多测试市场multiple-brand strategy 多品牌战略multiple-factor index 多因素指数法multisegment positioning 多重细分市场定位mutual trust 相互信任national account management 全国性客户管理national market 国内市场National Semiconductor 美国国家半导体公司natural products 天然产品NEC 日本电子Nescafé雀巢咖啡Nestlé雀巢net sales 净销售额network computer (NC) 网络计算机new business selling 新业务销售new buy 购入新产品new entrants 新进入者new markets 新市场new materials 新材料New Prod screening model 新普罗德筛选模型new product lines 新产品线new products 新产品new-product development 新产品开发new-product ideas 新产品创意Newsweek 《新闻周刊》new-task buying 全新采购new-to-the-world products 世界性新产品niche penetration strategy 壁龛/机会市场渗透战略niche-market strategy 壁龛市场战略Nike 耐克Nissan 尼桑no-brand brand name 无品牌的品牌名称no-frills product 无虚饰产品noise in communication system 传播系统中的噪音non-financial rewards 非物质性奖励措施non-probability sampling 非概率抽样non-profit organization 非盈利组织non-store retailing 无店铺零售业number of stock-outs 迟滞数目object-and-task method of promotion budgeting目标-任务促销预算法objectives and strategy area audit 目标与战略领域的审计objectives 具体目标observation 观察法occupancy costs 房屋占用成本occupation/position 职业/职位odd pricing 奇/余数定价法OEM (original equipment manufacturer) 原始设备制造商overall quality 总体质量off-invoice discounts 发票之外的折扣offsets 抵消交易Omega 欧米加on-air testing 广播测试OPEC (Organization of Petroleum Exporting Countries) 欧佩克（石油输出国组织）opening relationships 建立关系operating supplies 生产供应品operational excellence 运作管理水平opinion leaders 意见领导者opportunity cost 机会成本opportunity identification 机会识别opportunity/threat matrix 机会/威胁矩阵order cycle time 订货周期order processing 订单处理organizational level 组织层次organizational requirement planning 组织需求计划organization area audit 组织领域的审计organization buying center 组织采购中心organizational customer 组织顾客organizational direct selling 组织直销organizational markets 组织市场organizational purchasing 组织采购organizational structure 组织结构outdoor enthusiasts 户外运动爱好者out-of-home media 户外广告媒体overall cost leadership 全面成本领先overheads 日常开支overseas direct investment 海外直接投资ownership of new product 新产品所有权packaging 包装panel of experts 专家小组parentage 渊源parties involved 交换中的各方payment terms 支付条款pay-off control 支出控制penetration pricing 渗透定价Pepsi-Cola 百事可乐perceived customer value 顾客感知价值perceived quality 感知到的质量perceived value 感知到的价值percentage of sales promotion budgeting method销售额百分比促销预算法perceptions of consumers 消费者感知/理解perceptual (product) positioning 感知（产品）定位perceptual map 感知图perceptual organization 感知组织perceptual vigilance 感性的警惕performance dimension 业绩标准performance evaluation 业绩评估performance measures 表现/业绩测度performance objective 绩效目标performance standards 绩效标准performance 功能perish ability 非持久性personal selling 人员推销personal sources 个人的信息来源personnel development 人力资源开发persuasive 说服性的pharmaceuticals industry 医药行业physical (product) positioning 物理（产品）定位physical descriptors 物理变量physical distribution 实物分销Pillsbury 皮尔斯博瑞pioneers 先入者Pizza Hut 必胜客place utility 地点效用planning and control system area audit 计划与控制系统领域的审计point of sale information 销售点信息point-of-purhcase (POP) promotion 采购点促销point-of-sales (POS) data 销售点数据pontificator 保守派popularity 通用性population trends 人口趋势portfolio models for resource allocation 资源配置的资产组合模式position intensity 地位集中程度positioning 定位possession utility 拥有效用post-purchase dissonance 购买后的不协调post-purchase evaluation 购买后评估post-purchase/after-sale service 售后服务potential advantages 潜在优势potential customer 潜在顾客potential market 潜在市场potential target market 潜在目标市场power in distribution 分销权力power of buyers 购买者能力power of suppliers 供应商能力predatory pricing 掠夺性定价法pre-empting scarce resources 先占稀缺资源preferential treatment 特惠待遇premiums 额外奖励present competitors 现有的竞争者presenting sales message 提供销售信息pre-test market research 测试前市场研究price discrimination 价格歧视price elasticity of demand 需求的价格弹性price fixing 价格设定price leaders 价格领导者price lining 价格排列定价法price promotion 价格促销price quotation 报价price sensitivity 价格敏感度price structure 价格结构price 价格price/earnings ration 价格/收益比price-off promotions 降价促销price-setting process 定价过程pricing adjustments 定价调整pricing policies 价格策略pricing 定价primary demand 基本需求primary sources 第一类/主要数据print media 印刷媒体private/for-profit organization 私营/盈利性组织PRIZM (Potential Rating Index for Zip Markets)按邮政区划为基础的潜力等级指数proactive new-product development strategy 进取型新产品开发战略probability sampling 概率抽样problem formulation 界定问题problem identification 确定问题process management 过程管理Procter & Gamble (P&G) 宝洁公司product line 产品线product availability 产品的可获得性product category 产品类别product class 产品类别product decisions 产品决策product design 产品设计product development 产品开发product dimension or attributes 产品维度/属性product evolution 产品演变product features 产品特征product intent share 产品倾向份额product leadership 产品领导能力product life cycle (PLC) 产品生命周期product life cycle curve 产品生命周期曲线product line 产品线product manager audit 产品经理审计product offering 供应品product organizaiton of salesforce 按产品组织销售队伍product policies 产品策略product positioning 产品定位product quality 产品质量product scope 产品范围product space 产品位置product specifications 产品规格product systems 产品体系product type 产品类型product usage 产品用途product 产品product(ion)-oriented organization 产品/生产导向型组织production 生产product-line pricing adjustments 产品线定价调整product-management organizational structure 产品管理组织结构product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品的市场特征product-use testing 产品使用测试pro-environment 环保profit impact of market strategy (PIMS) 市场战略的利润影响profitability analysis 盈利性分析profitability 盈利性/盈利能力profitable survivor strategy 有利可图的生存者战略project-company resource compatibility 项目与公司资源的协调性projected profit-and-loss statement 预计损益表projective tests 投影测试promotion decisions 促销决策promotion mix 促销组合promotion policies 促销策略promotion 促销promotional allowance 促销折让promotional effort 促销努力promotional pricing 促销定价promptness 及时性propector strategy 探索型战略prospecting for customers 寻找顾客psycho-graphics 心理统计特征psychological cost 心理成本psychological pricing 心理定价法public organization 公共组织public relations 公共关系public utilities 公共设施publicity 公共宣传pull strategy for control of distribution channels 分销渠道控制的拉式战略pupil dilation 瞳孔扩张purchase predisposition 购买倾向purchasing agent 采购代理purchasing contract 采购合同purchasing manager/agent 采购经理／代理purchasing power parity (PPP) 购买力平价指数push money/spiffs 佣金push strategy for control of distributionchannels 分销渠道控制的推式战略qualifying prospects 审查潜在顾客资格quality dimensions 质量维度quality 质量quantity discount 数量折扣question marks 问题类questioning 询问法quotas 定额R & D expenditure 研究开发战略race and ethnic origin 种族和民族rack jobbers 供应超级市场的批发商radio 无线电广播rank ordering 排序rate of adoption 采购率rate-of-return/target return pricing 回报率/目标回报定价法rational appeals 理性诉求rationale 基本原理raw materials 原材料reactive and proactive responses 反应及前摄策略reactive new-product development strategyreactor strategy 反应型战略real estate 房地产rebates 回扣recall tests 记忆测试receiver 接收者reciprocity 利益互惠recognition of problem/need 发现问题/需求recognition tests 认知测试recreation 娱乐业。
商务英语工商导论专业单词表
Fundamentals of businessUnit 1sole proprietorship 商个体，个体户partnership 商合伙，合伙公司corporation (股份有限)公司franchise 特许经营license/permit (营业)执照sole proprietor 个体业主shareholder 股东board director 董事会成员，董事unlimited liability 无限责任access获取方法，渠道assets 资产financing 筹集的资金，融资marketing 营销dissolution 解散law firm 法律事务所accounting firm 会计事务所real estate firm 房地产公司partner 合伙人general partner 普通合伙人limited partner (责任)有限合伙人supplier 供货商extend credit 提供信贷legal framework 法律框架go broke 破产internal conflict 内部纷争，冲突broth 肉汤incorporator 公司股东sales revenue 销售收入legal person 法人sue 起诉，控告bankrupt 破产bond 债权collateral 抵押物finance 为…提供资金expansion 扩张separated ownership and management 所有权与经营分离termination 终结resilient 有弹性的，可恢复的dividend 股息，分红income tax 所得税double taxation 双重征税corporate charter 公司执照industrial relations 劳资关系incur 引起，导致stockholder 股东executive 公司行政领导franchisor 授予特许者décor （店铺）装饰attire （员工）服装unit 2replica 复制品centralized 中央集权的chronic shortage 长期短缺product-oriented 产品导向的acquire 获得personal selling 当面推销publicity 媒体推介bulk buying 大宗购买discount price 打折销售uniform specification 统一规格marketing mix 营销组合promotion 促销utility 功能，便利channels of distribution 分销渠道，销售渠道market segmentation 市场细分zero in on… 瞄准，集中精力于…demographic 人口统计的psychographic 消费心态学product-use variable 产品用途因素unit 3convenience goods 方便商品shopping goods （货比三家后再购买的）商品specialty goods 特种商品，特色商品feasibility 可行的marketability 可销售性pilot model 样品，样机prototype 样机commercialization 商业化product life cycle 产品生命周期pricing 定价profit-oriented objectives 利润导向型目标return on capital 资本（投资）回报率sales-oriented objective 销售额导向型目标be sold under cost 亏本销售，赔本买卖follow-the leader objective 跟进型目标equilibrium price 均衡点价格break-even 盈亏平衡点double-edge sword 双刃剑skimming strategy 撇脂战略penetration strategy 渗透战略loss leader pricing strategy （用少量低价商品）诱导战略odd pricing strategy 心理定价战略price lining strategy 分类定价战略unit 4wholesaler 批发商retailer 零售商discount store 折扣商店，平价商店turnover 周转率mail-order house 邮购公司vending machine 自动售货机virtual store 虚拟商店，网上商店agent 代理商broker 经纪人time utility 时间上的方便place utility 地点上的方便ownership utility 获得拥有权上的方便information utility 信息上的方便form utility 产品成型上的方便truck rates 卡车运费perishable 易腐烂的forklift 叉车conveyer belt 运输带crane 吊车unit 5promotion mix 促销组合product advertising 产品广告institutional advertising 厂商整体形象广告outdoor billboard 户外广告牌spot （播放）时段specialist magazine 专业杂志hypermedia （互联网上的）超媒体yellow pages 电话薄advertising agency 广告代理公司artwork 艺术设计commission 佣金prospect 物色（潜在顾客）qualify 确认approach 接触（顾客）make presentation 演示handle objections 处理（顾客）不同意见close 成交follow-up售后跟踪point-of-sale displays 销售点上的演示sweep stakes 摸奖，赌券coupon 打折券，优惠券premium 奖励券trade stamp 行业优惠券redeem 兑换，返还trade show 行业展览会sponsorship 赞助public relations 公共关系publicity 媒体推介word of mouth 口碑unit 6portability 可携带性divisibility 可分割性stability 稳定性durability 耐用性，耐磨损性acceptability 合法使用性denomination 面值paper note 纸币inflation 通货膨胀transaction 交易circulation 流通legal tender 法定货币medium of exchange 交换媒体store of value 价值存储unit of account 计算单位，会计单位demand deposit 活期存款interest-bearing 产生利息的checking account 支票帐户withdrawal 取款minimum balance 最少余额credit union 信用社serial number 序列号liquidity变现性，流动性portfolio 投资组合securities 有价证券savings account 存款帐户currency exchange 货币兑换letters of credit 信用证banker＇s acceptance 银行承兑draft 汇票access card 自动柜员机卡credit card 信用卡debit card 借记卡financial counseling 理财咨询home mortgage 住房抵押mutual savings bank 互助储蓄银行depositor 存款人pension fund 养老基金premium 保险费unchecked 不受控制的sustainable 可持续的Federal Reserve 美国联邦储备局Fed 美联储discount rate 贴现率open-market operation 公开市场运作vault 金库dealer （有价证券）券商unit 7trade credit 行业信用commercial paper 短期融资券factor （对应收帐等的）贴现account receivable 应收账款account payable 应付账款open account 开立账户，赊账帐户promissory note 本票draft 汇票obligation 义务，债务line of credit 信用额度secured/ unsecured 有/无担保的collateral 抵押物inventory 库存compensating balance 补偿余额revolving credit 循环信用the going interest rate 市场利率face value 面值factor 贴现商debt capital 债务资本corporate bond 公司债券equity capital 权益资本retained earnings 留用利润dividend 股息depreciation 折旧stock 一个公司的股票总称IOU 借据equity financing 股权融资share 股票其中的一张debt financing 借款融资capital structure 资本结构cash flow 现金流utilities companies 水，电等公用事业公司maturity date 到期日principal 本金redemption premium 赎金preferred stock 优先股callable 可召回的common stock 普通股creditor 债权人liquidation 清算unit 8managerial accounting 管理会计financial accounting 财务会计financial statement 财务报表balance sheet 资产负债表owner＇s equity 所有者权益patent 专利copyright 版权current assets 流动资产fixed assets 固定资产intangible assets 无形资产liabilities 负债current liabilities 流动负债long-term liabilities 长期负债current ratio 流动比率quick ratio （acid test ratio）速动比率rental revenue 租赁收入gross profit margin 毛利润率net profit margin 净利润率inventory turnover 库存周转率average inventory 平均库存account receivable turnover 应收账款周转率return on owner＇s investment 投资回报率unit 9securities market 证券市场underwrite 承销broker 经纪人stock exchange 股票交易所stock brokerage 股票经销商（公司）bull 预计股价会涨者，买多者bear 预计股票会跌者，卖空者speculator 投机者forfeit 放弃growth stocks 绩优股blue chip 蓝筹股，绩优股speculative issues 收益与风险俱大的股票unit 10risk management 风险管理works-in-process 半成品probability 概率pirating 海盗活动the Strait of Malacca马六甲海峡hedging 套期保值feed 饲料risk-sharing mechanism风险分担机制premium 保险费insurance policy 保险合同insurable interest 可保利益indemnity 补偿subrogation 代位proximate cause 近因insured 保户dependent 抚养人utmost good faith 最大诚信compensation 赔偿contribution 全部赔偿不能超过应得补偿insurable risk 可保风险underwrite 承保policyholder 保户property insurance 财产险marine insurance 海险adversity 灾祸aviation insurance 航空险liability insurance 责任险premises 单位，私家所属的场所worker＇s compensation 工伤赔偿split-liability 责任分担vandalism 打砸等破坏行为no-fault auto insurance 无过错汽车保险reimburse 报销surgical expenses 手术费用hospital expenses 住院费用cafeteria plan 自选组合term life insurance 简单寿险limited payment life insurance 定期寿险endowment life insurance 增值寿险straight life insurance 完全寿险group life insurance 集团寿险key person insurance 关键人物险credit life insurance 信用寿险fidelity bond 忠实险surety bond 履行义务险unit 11common law 普通法，习惯法，判例法statutory law 制定法，成文法regulatory law 行政法规jurisdiction 管辖，权限lawful purpose 合法目的competency of parties 合同各方具备能力voluntary agreement 自愿缔约meeting of the minds 合意coercion 胁迫fraudulent manipulation 欺诈操纵consideration 对价proper form 有效形式breach of contract 违约enforceable 可实施的，可执行的tort law 侵权法negligence 疏忽surgical forceps 手术用镊子title to property 财产所有权trial 试用cash on delivery 货到付款，交货付现free on board 离岸价格unauthorized 未经授权的royalty 版税，专利使用费license 允许使用（专利）warranty 担保merchantability 可用性refund 退款negotiable instrument 票据certificate of deposit 存款单maker （本票，支票）出票人drawer （汇票）出票人endorsement 背书blank endorsement 普通背书restrictive endorsement （指定收票人的）特种背书qualified endorsement 限定性背书without recourse 不可追索agency law 代理法principal 委托人，授权人agent 代理人power of attorney 委任书，授权书equitable 公平的terms of reference 授权范围overbill 开出超过合理数额的账单bankruptcy law 破产法petition for bankruptcy 破产申请referee 调解人trustee 托管人proceeds 收益extension agreement 延展协议reorganization 重组unit 13planning 规划means and ends 手段和目的organizing 组织chain of command 指挥链，指令链leading 领导motivate 激励，激发autonomy 自主权rewards 回报，奖励controlling 调控deviation 偏离，背离corrective measure 矫正措施chief executive officer 首席执行官function/division manager 部门经理operating manager 操作层经理human skills 人际关系技能conceptual skills 概括技能technical skills 操作技能recruit 招聘，招募political tint 政治色彩bottom-line manager 一线经理，基层经理proven track record 被实践证明的业绩记录headhunter 猎头公司job specialization 工作专门化departmentalization 部门化unity of command 统一指挥line authority 直线职权staff authority 职能（部门的）职权line-and-staff organization 直线――职能混合型组织responsibility 责任delegation分权，授权span of management 管理跨度，管理幅度hierarchical levels 管理层次，组织结构层次functional organization 按功能划分部门的组织divisional organization 按事业部划分的组织division manager 部门经理，事业部经理generalist 经验全面的人才，通才matrix organization 矩阵型组织standing committee 常设委员会ad hoc committee 特别委员会grapevine 非正式沟通的途径。
08-Market-segmentation(ppt文档)
Chapter 7 Market SegmentationandTarget Marketing Strategies(市场细分与目标市场策略)ObjectivesMarket segmentation(市场细分) Target market choosing(目标市场选择) Market positioning(市场定位)营销战略的核心——STP 营销细分市场（Segmenting ）选择目标市场(Targeting)市场定位(Positioning)◆确定市场细分的依据◆勾划细分市场轮廓市场细分目标市场选定市场定位◆确定细分市场吸引力的衡量标准◆选择目标细分市场◆为每个目标细分市场开发产品定位◆市场营销组合目标市场战略步骤1. Market segmentation市场细分The definition of Market Segmentation Market Segmentation is the splitting of a market into smaller groups(segments) so that marketers can better direct or focus their effrorts.It can be defined as the process of dividing a total market into subgroups(segments) such that each segment consists of buyers and users who share similar characteristics but are different from those in the other segments.The definition市场细分营销者在市场调研的基础上，按照消费者需求的差异性把某一产品的整体市场划分为若干子市场(若干购买者群)的过程。
市场营销课件Marketsegmentation,targeting,andpositioning课
Market segmentation:
Levels of market segmentation
• Each customer have his or her different needs and wants, so ideally sellers might design a separate marketing program individually
• Many companies are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, or cities.
• Other companies are seeking to cultivate as-yet untapped territory.
Mass marketing
Segment marketing
Niche marketing
Compleeting
• Mass marketing:
➢For most of the 1900s, major consumer products companies held fast to mass marketing
Demographic segmentation
• Demographic segmentation is the most popular method to segment the market
• There are several variables to conduct demographic segmentation
• Niche marketing
市场营销英文版练习题multiple choice exercise
1. A Cash Cow is(a) a product which generates a significant amount of profit for a company.(b) a product with a high market share, and a high rate of growth.(c) a product with a low market share and a low rate of growth.(d) a product which generates a significant amount of money for a company.2. A product life cycle(a) shows how a products sales or profits, depending on the units used, may rise and fall over its life.(b) tells you how long a product will sell for and make a profit.(c) is divided into three stages.(d) shows how profitable a product will be.3. All of the following are roles of wholesalers , except(a) breaking bulk.(b) sharing the risk of new products with the manufacturer.(c) servicing the needs of small customers.(d) selling directly to consumers.4. The demand for a product varies with all of the following except(a) the income of prospective customers.(b) its price.(c) the costs of production.(d) The amount of successful advertising expenditure.5. The price elasticity of demand for a product tells you(a) how sensitive price is to changes in demand.(b) how sensitive the demand for a product is to changes in the products price.(c) How demand changes with changes in the prices of competitors goods.(d) how sensitive demand is to changes in the costs of production.6. Market share tells you(a) how well a firm is doing. （It can have a large share of a small, old market and be doing badly.）(b) how much power a firm has in a market.(c) how many firms there are in a particular market.(d) how big a market is.7. Market segmentation is done by firms for all of the following reasons, except(a) to increase market share.(b) to assist new product development.(c) so that they can develop multi-purpose advertising campaigns.(d) to extend products into new markets.8. In the marketing mix what is meant by the term 'place'?(a) The process of getting products to the places where customers can buy them.(b) Recognising that consumers change their tastes over a period of time.(c) The building-in of reliability to a product.(d) Launching a new product that extends the product range.9. The Boston Matrix is a visual presentation, or model, which(a) shows if a product is likely to be a success or not.(b) allows firms to classify their products according to their market share and the growth rate(c) The building-in of reliability to a product.(d) Launching a new product that extends the product range.10. A 'Star' is(a) A product with a high market share and a high rate of growth.(b) A product with a low market share and a low rate of growth.(c) A product with a high market share but a low rate of growth.(d) A product with a low market share but a high rate of growth.11. Market share can be measured by(a) counting the number of customers there are in a market, and for a particular firm within it.(b) comparing the sales value for a company with the total unit sales for the whole market.(c) comparing the sales value for a company with the total sales value for the whole market.(d) comparing the number of outlets a firm has with the total number of outlets within the market.12. All of the following are extension strategies for a product, except(a) finding new uses for the product.(b) encouraging more frequent use and purchase of the product.(c) developing new markets for the product.(d) repackaging the product.13. 'We should have referred to the Boston matrix exercise we carried out.' Who or what is the Boston Matrix?(a) A mathematical exercise that puts data into a series of boxes.(b) A management tool that allows firms to classify their products according to their market share and the growth of the industry.(c) The feedback that comes from a survey.(d) Research conducted by using publications that are available on a subject.14. Giving retailer an incentive to sell your product/service is the responsibility of which marketing mix?A. Promotion.B. Product.C. Price.D. Place.15. Public Relations is managed by which marketing mix?A. Product.B. Place.C. Promotion.D. Price.16. Which is the most likely marketing mix you would use if you wanted to increase your product’s market share?A. Place.B. Promotion.C. Pricing.D. Product.17. The stages of the product life cycle are______.A. Maturity, Saturation, Introduction, DeclineB. Beginning, Introduction, Growth, Maturity, DeclineC Introduction, Growth, Maturity, Decline D. Maturity, Saturation, Growth, Decline18. Positioning refers to______.A. how products are viewed on the shelfB. how consumers perceive the productC. your product compared to your competitorsD. how competitors perceive the product19. The ____ consists of all the forces close to a company that affect its ability to serve its customers.a. macroenvironmentb. organizational environmentc. microenvironmentd. marketing environment20. The difference between the values the customer gains from owning and using a product and the cost of obtaining the product is:a. customer satisfactionb. relationship marketingc. needs marketingd. customer value21. The most basic concept underlying marketing is:a. producing goods of high qualityb. developing distribution networksc. identification of consumer needsd. development of effective promotional programs22. ____ distribution is appropriate for low-cost, frequently-purchased items like soft drinks.a. Selectiveb. Exclusivec. Intensived. Pervasive23. Which of the following is NOT a part of the company’s macroenvironment?a. Natural forcesb. Economic forces d. Technological innovations d. Marketing intermediaries24. A business has a 75 percent share of a low-growth industry. According to the Boston Consulting Group growth-share matrix, such a business is a:a. dogb. cash cowc. stard. question mark25. The most fundamental level of a product is the ____.a. core benefitb. product unitc. augmented productd. total concept of the product26. According to the BCG growth-share matrix, which types of strategic business units often need heavy investment to finance their rapid growth?a. starsb. dogsc. question marksd. cash cows28. What is marketing?A. Setting up a market stall.B. Buying as many products as you can.C. Selling as many products as possible.D. Identifying and satisfying consumer needs and wants.29. Which magazine would you use to advertise a new weatherproof coat?A. Mountain BikerB. TV TimesC. Smash HitsD. Woman30. Identify the major components of the microenvironment.A. company, suppliers, intermediaries, customer markets, competitors, and political forcesB. company, suppliers, intermediaries, customer markets, competitors, and social forcesC. company, suppliers, intermediaries, customer markets, competitors, and cultural forcesD. company, suppliers, intermediaries, customer markets, competitors, and publics31. Design is a______.A. place decisionB. pricing decisionC. product decisionD. promotion decision32. Which one of the 4Ps is responsible for Direct Mail?A. Product.B. Price.C. Place.D. Promotion.33. All the following factors are contained in the economic environment EXCEPT___.A. the level of unemploymentB. distribution of wealth and incomeC. relations with other countriesD. balance of payments situation34. Jakubowski Farms Gourmet Bread Base is the brand name for a mix designed for use in bread machines. The mixes are sold in 2 pound. This is a description of the ____.A action planB market segmentation strategyC mission statementD marketing mixE target market35. A situation in which an increase or a decrease in price will not significantly affect demand for the product.A. Marketing PlanB. DiversificationC. Inelastic DemandD. Evaluation36. A philosophy that assumes that a sale does not depend on an aggressive sales force but rather on a customer's decision to purchase a product; it is synonymous with the marketing concept.A. Market OrientationB. Market ShareC. Sales PresentationD. Mass Customization37. Data previously collected for any purpose other than the one at hand.A. Primary dataB. Secondary dataC. SWOT analysisD. Internal data38 The most fundamental level of a product is the ___.A.core productB.product unitC.augmented productD.total concept of the product40 Professor Wang writes a lot. To have a personal computer will help him greatly. He tells one of his friends that he wants to buy one and is able to pay for it. According to marketing theory, he has expressed a ___.A.need for the productB.demand for the productC.desire for the productD.want for the product41 After the clothes dryer broke down for the third time while she was using it, Sally told her husband to purchase a new G.E. dryer to replace the broken machine. Her husband bought the dryer the next day. In this instance, the roles Sally played in the buying decision process were ___.A. influencer and deciderB. initiator and influencerC. initiator, influencer, decider and userD. initiator, influencer and user42. A company produced a kind of durable briefcase. But it didn’t sell well when it was put into the market. The company manager complained, “Our products can stand such wear and tear that even if they are dropped from the fourth floor high up, they will stay in shape. God knows why the sales are so low.” The manager held the ___.A. selling conceptB. production conceptC. marketing conceptD. product concept43. In an attempt to build a unique product image, increase profits and exercise an effective control over the middleman, the manufacturers of upscale women’s apparels and of new luxurious cars tend to take which of the following strategy of distribution width?A. intensive distributionB. selective distributionC. exclusive distributionD. comprehensive distribution44. Marketing is best understood as the process of ___.A. making a saleB. creating customer needsC. satisfying customer needs and wantsD. promoting products and servicesE. generating a profit45. A person’s want becomes a demand when his want is backed by ___.A. purchasing powerB. productsC. needsD. desireE. exchange mechanisms46. The ___ concept holds that all customers will favor those products offering the most quality performances and features, therefore, the organization should devote its energy to making continuous product improvements.A. productionB. productC. serviceD. marketingE. selling47. High growth, high share businesses or products appear in the Boston consulting growth-share matrix as ___.A. dogsB. cash cowsC. question marksD. stars48. Which of the following is not a component of a company’s microenvironment?A. marketing intermediariesB. customersC. competitorsD. economic environmentE. publics49. Organizations that buy goods and services for their production process in order to make profits are called ___ markets.A. resellerB. businessC. internationalD. governmentE. consumer50. After the sale, marketing communications providing evidence and support to help consumers feel good about their brand choice is especially appropriate under which of the following situation?A. dissonance-reducing behaviorB. habitual buying behaviorC. complex buying behaviorD. variety-seeking behavior51. Product ___ is a period of rapid market acceptance and increasing profits.A. developmentB. introductionC. growthD. maturityE. decline52. If demand is elastic rather than inelastic and the firm is interested in increasing total revenue, the firm should ___.A. not change the priceB. decrease productionC. raise the priceD. lower the priceE. decrease promotional efforts.53. A market skimming pricing policy ___.A. starts with a high price which is gradually loweredB. starts with a high price and keeps it highC. starts with a low price and gradually raises itD. starts with a low price and keeps it low54. Kevin Stiles is a farmer who sells his product directly to a supermarket chain which in turn sells it to consumers. This is an example of ___ marketing channel system.A. zero-levelB. one-levelC. two-levelD. direct-levelE. sub-level55. Geographic segmentation is about______.A. dividing markets based on locationB. dividing consumer groups based on social statusC. understanding the benefit the product has to offerD. Dividing consumer groups based on lifestyles56. Which of the following is NOT a demographic variable that can be used in market segmentation?A. ageB. occupationC. attitudes toward lifeD. life cycle57. A reference group is______.A. a group where people feel they belong toB. a group of people who have expert knowledge on marketingC. a group of people who sell you products or servicesD. a group who people refer to for advice59. When consumers are highly involved in a purchase and perceive significance differences among brands, they engage in ______ buying behavior.A. dissonance-reducingB. variety-seekingC. complexD. habitual60. A pricing strategy of ___ seeks to provide the company the largest portion of a particular market.A. survivalB. current profit maximizationC. market share leadershipD. product quality leadership64. All the following are examples of personal sources of information except ___.A. familyB. friendsC. neighborsD. dealers65. The most basic concept underlying marketing is ___.A. producing goods of high qualityB. developing distribution networksC. identification of consumer needsD. development of effective promotional programs68. Merchant wholesalers ___.A. own the goods they sellB. represent manufacturers of complementary linesC. assist buyers and sellers with negotiationsD. enjoy contractual authority to sell a producers’ entire output69. Setting a high initial price for a new product and then gradually reducing that price, is called ___.A. market penetrationB. market skimmingC. product-line pricingD. functional discounting71. You’re a marketer for a sporting goods firm. One day, a colleague hands you the latest tennis racket developed by your colleagues in product development with a description of the racket’s attributes, quality, and design features. You are holding a(n) ___.A. core productB. potential productC. actual productD. augmented product72. Market segmentation refers to______.A. analysing consumer behaviorB. dividing products into distinct groupsC. dividing competitors into distinct groupsD. the process of dividing markets into distinct groups of buyers73. Intensive distribution is used commonly for______.A. low price or impulse itemsB. high priced, non-impulse itemsC. high value itemsD. high priced, impulse items74. PEST is used for______.A. consumer analysisB. competitor analysisC. product adoption analysisD. environmental analysis75. Penetration pricing is______.A. where the firm looks at competitor pricesB. where the firm charges a high price to support product positioning strategiesC. where the firm pricing strategy is based on willingness to payD. where the firm charges a low price to gain sales76. The four product classification used within the B.C.G. Matrix are______.A. Question Mark, Dogs, Stars and RabbitsB. Dogs, Question Mark, Star, Cash CowC. Introduction, Growth, Maturity, DeclineD. Cash Cow, Rabbit, Dog and Stars。
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Region of the market (world, country etc.) Climate (hot, cold, dry, rainy, humid, seasonal) Size and population density (city, town, village etc)
Consumer segmentation by demographics
Consumer market segmentation
It is possible to segment consumers by: Geography Demographics Psychological and behavioural characteristics
Consumer segmentation by geography
Industrial market segmentation
It is possible to segment business customers by: Geography Industry Size of business Buyer status Buyer behaviour
Segmentation helps businesses relate to customers
Age (e.g. tweenagers aged 10-13 etc.) Gender (e.g. independent women etc.) Sexual orientation (e.g. the pink economy) Race/culture (e.g. overseas markets) Socio-economic status (e.g. very wealthy people) Employment status (e.g. self-employed)
Effective segment identification and marketing mix differentiation
Market segments identified by the business should be: Made up of similar customers The customers in one segment are different to other segments The segment is large enough to be profitable When a business targets a particular segment, it should offer the customers a suitable mix of the 4Ps (product, price, promotion, place)
Consumer segmentation by lifestyle
YUPPY Young Urban Professional DINKY Double Income, No Kids Yet KIPPERS Kids In Parents' Pockets Exhausting Retirement Savings PIPPIE Person Inheriting Parents' Property SCRUMMY School Run (non-working) Mummy SILKY Single Income, Loads of Kids SINBAD Single Income, No Bird/Boyfriend And Desperate SITCOM Single Income, Two Children, Oppressive Mortgage NEDDY Non Educated Delinquent, Dosser and Yob CHAV Council House And Violent
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Consumer segmentation by psychological and behavioural characteristics
Lifestyle (Yuppies, Gen X, Gen Y, Gen Z) Consumer types (mainstreamer, aspirer etc.) Adoption of new technology (Innovators, Early adopters, Early majority, Late majority, Laggards)
Gen Y (born from late 1970s to late 1990s)
A 2007 survey of 7,705 college students ier 94% own a cell phone 76% use Instant Messaging. 15% of IM users are logged on 24 hours a day/7 days a week 34% use websites as their primary source of news 28% own a blog and 44% read blogs 49% download music using peer-to-peer file sharing 75% of college students have a Facebook account 60% own some type of portable music e.g. iPod
Segmentation helps businesses develop marketing strategy
Based on the segmentation of the market, a business can Analyse competitors’ marketing strategies Make efficient use of marketing resources (e.g. budget, energy etc.)
Market Segmentation
Unit 4
What is market segmentation?
Market segmentation divides a larger market into smaller sub-groups of customers with similar needs and wants A segment is a part of the market which is made up of similar customers (at least one shared characteristic e.g. age, sex etc.) A niche is a specialised segment of a market that is targeted separately from the main market (e.g. uniforms in the clothing industry)
Based on the segmentation of the market, a business can Identify different customer groups in the market Tailor products/4Ps to meet the specific needs and wants of target segments Identify and target new or underserved niches and ‘gaps in the market’