商务英语市场营销重点名词解释

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1、Chapter1Marketing：theprocessbywhichcompaniescreatevalueforcustomersandbuildstrongcustomerrelationshipsinordertocapturevaluefromcustomersinreturn.Marketingmyopia营销短视:themistakeofpayingmoreattentiontothespecificproductsacompanyoffersratherthantothebenefitsandexperie

2、ncesproducedbytheseproducts.Customer-perceivedvalue:thecustomer’sevaluationofthedifferencesbetweenallthevaluesandallcostsofamarketingofferrelativetothoseofcompetingoffers.Customersatisfaction:theextenttowhichaproductperceivedperformancematchesthecustomer’sexpectat

3、ion.Customerequity:thetotalcombinedcustomerlifetimevaluesofallofacompany’sallcustomers.Chapter2Strategicplanning:theprogressofdevelopingandmaintainingastrategicfitbetweenaorganization’sgoalsandcapabilitiesanditschangingmarketingopportunities.Missionstatement:astat

4、ementofaorganization’spurpose—whatitwantstoaccomplishinthelargerenvironmentBusinessportfolio:thecollectionofbusinessesandproductsthatmakesupthecompany以下四个和Chapter7中的内容重复Marketsegmentation:dividingthemarketintodistinctgroupsofbuyerswhomighthavedifferentneeds,charac

5、teristicsandbehavior,andwhomightrequireseparateproductsormarketingprograms.Markettargeting:theprogressofevaluatingeachsegment’smarketingattractivenessandselectingoneormoresegmentstoenter.Positioning:arrangingforaproducttooccupyaclear,distinctiveanddesirableplacere

6、lativetothecompetingproductsinthemindsofthetargetcustomers.Differentiation:actuallydifferentiatingthemarketofferingtocreatesuperiorcustomervalue.Chapter3Marketingenvironment:theactorsandforcesoutsidethemarketingthataffectmarketingmanagement’sabilitytobuildandmaint

7、ainsuccessfulrelationshipswithtargetcustomers.Microenvironment:theactorsclosetothecompanythataffectitsabilitytoserveitscustomers,--thecompany,suppliers,marketcustomers,marketingintermediaries,competitorsandpublics.Macroenvironment:thelargersocietalforcesthataffect

8、themicroenvironment---demographic,natural,economic,political,technologicalandculturalforces.Marketingintermediaries:theformsthathelpthecompanytopromote,