市场营销名词解释

Marketing concept市场营销：The marketing management philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do. Selling concept推销: The i dea that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort. Societal Marketing Concept社会营销: The idea that a company’s marketing decisions should consider consumers’ wants, the company’s req uirements, consumers’ long-run interests, and society’s long-run interests. Bionomics marketing concept生态学营销: To find the market demands that firm’s resources can be match to. Domestication驯化:the most severe political risk, is the seizing of a company’s assets without payment. Expropriation征用: is where the government seizes an investment, but some reimbursement for the assets is made; often the expropriated investment is nationalized to become a government run entity. Confiscation没收：occurs when the government mandates local ownership and greater national involvement in a foreign company’s management.In-depth Interview深度访谈：is a qualitative research technique that allows person to person discussion. It can lead to increased insight into people's thoughts, feelings, and behavior on important issues. A focus group discussion焦点小组问答：is an in-depth field method that brings together a small homogeneous groupto discuss topics on a study agenda. A questionnaire问卷调查：is a group or sequence of questions designed to elicit information from an informant or respondent when asked by an interviewer or completed unaided by the respondent. When an interviewer is involved, the questionnaire is sometimes referred to as an interview. Expected Product期望产品: the set of attributes or characteristics that buyers normally expect and agree to when they purchase a product. Basic Product基本产品：a version of the product containing only those attributes or characteristics absolutely necessary for it to function. Augmented product衍生产品：inclusion of additional features, benefits, attributes or related services that serve to differentiate the product from its competitors. Advertising广告：Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Public Relations公共关系:Building good relations with the company’s various publics by obtaining favorable publicity, building up a good “corporate image,” and handing or heading off unfavorable rumors, stories, and events. Direct Marketing直接营销: Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. Sales Promotion销售促进: Short-term incentives to encourage the purchase or sale of a product or service. Maturity stage成熟阶段：The product life-cycle stage in which sales growth slows or levels off.

Decline stage衰退阶段：The product life-cycle in which a product’s sales decline. Product Consistency产品一致性：Refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.

Product Life Cycles生命周期：The course of a product’s sale and profit over it lifetime. It involves five distinct stages: product development, introduction, growth, maturity, and decline.