市场营销的十三班专业术语翻译=6-10章

市场营销的十三班专业术语翻译=6-10章
市场营销的十三班专业术语翻译=6-10章

第六章

OBJECTIVE1

1.Business buyer behavior[p192] 企业购买行为

2.business buying process[p192]业务购买流程

3.derived demand[p193]派生需求

4.Supplier development[p194] 供应商开发

Straight rebuy[p197] 直重复购买 6.modified rebuy[p197] 修整再购

new task[p197]新购 8.Systems selling(solutions selling)[p197]系统销售(解决方案销售)9.buying center[p198]采购中心 https://www.360docs.net/doc/1618319754.html,ers[p198] 用户11.Influencers[p198] 影响着12.buyers[p198] 买家13.deciders[p198]决定者

14.Gatekeepers[p198] 守门人

15.Problem recognition[p200] 一般需求描述 16.General need description[p201] 产品规格

17.Product specification[p201] 供应商搜索 18.Supplier search[p201] 提案征集19.Proposal solicitation[p202] 供应商选择 20.supplier selection[p202]命令规范:

21.Order-routine specification[p203]命令规范

22.Performance review[p203] 绩效考核 23.E-procurement[p204]采购:

24.Institutional market[p205] 机构市场

https://www.360docs.net/doc/1618319754.html,ernment market[p206]政府市场

第七章

Market segmentation 市场细分market targeting 选择目标市场differentiation 差异化positioning 市场定位Geographic segmentation 地理细分demographic segmentation 人口细分

age and life-cycle segmentation 年龄和生命周期细分

gender segmentation 性别细分income segmentation 收入细分psychographic segmentation 心理细分behavioral segmentation行为细分occasion segmentation 时机细分benefit segmentation 利益细分

Intermarket segmentation 跨市场细分Target market 目标市场

undifferentiated(mass)marketing 无差异(大众)营销differentiated(segmented)marketing 差异化(细分市场)营销concentrated(niche)marketing 集中化(缝隙)营销micromarketing 微观市场营销

local marketing 地域营销individual marketing 个人营销

Product position 产品定位competitive advantage 竞争优势

value proposition 价值主张position statement 定位陈述

第八章

P roduct产品 Service服务 Consumer product消费品Convenience product便利品Shopping product选购品Specialty product专用品Unsought product非渴求品Industrial

product产业用品Social marketing社会营销Product quality产品质量Brand品牌Packaging包装Product line产品线Product mix(or product portfolio)产品组合Brand equity品牌资产Store brand(or private brand)品牌专卖店(自有品牌)Co-branding 品牌联合Line extension产品线延伸Brand extension品牌延伸Service intangibility服务的无形性Service inseparability服务的不可分割性Service variability服务的差异性Service perishability服务的不可储存性Service-profit chain服务利润链 Internal marketing内部营销 Interactive marketing互动营销

第九章

New Product Development新产品开发Idea Generation构思产生Idea Screening构思筛选Product concepts产品概念Concept tests概念测试Business Analysis商业分析Product Development产品开发Test Marketing 营销测试Commercialization商业化Product life cycle产品生命周期Style风格Fashion时尚Introduction stage介绍期Growth stage成长期Maturity stage成熟期Decline stage衰退期

第十章

关键术语

价格 price 基于价值的定价方法 value-based pricing

高价值定价 good-value pricing 价值增值定价 value-added pricing 基于成本的定价方法 cost-based pricing 固定成本 fixed cost

变动成本 variable cost 总成本 total cost

经验曲线(学习曲线) experience curve(learning curve) 成本加成定价法cost-plus pricing

盈亏平衡定价法(目标利润定价法) break-even pricing(target profit pricing) 目标成本法 target costing 需求曲线 demand curve 价格弹性 price elasticity

第六章

Business buyer behavior:The buying behavior of the organizations that buy goods and services for use in the production of other products and services or to resell or rent them to other at a profit.

企业购买行为:组织的购买行为是购买商品和服务用于生产其他产品和服务或转售或租用其他获利。

Business buying process:The decision process by which business buyers determine which products and services their organizations need to purchase,and then find, evaluate,and choose among alternative suppliers and brands.

业务购买流程:业务购买者的决策过程确定哪些产品和服务他们的组织需要购买,然后发现,

评估和选择替代供应商和品牌。

Derived demand:Business demand that ultimately comes from(derives from)the demand for consumer goods.

派生需求:业务用品需要由消费品需求派生出来。

Supplier development:systematic development of networks of supplier-partners to ensure appropriate and dependable supply of products and materials for use in making products or reselling them to others.

供应商开发:供应商合伙人网络系统开发,以确保适当的和可靠的供应的产品和材料用于制造产品或转售他人。

Straight rebuy:A business buying situation in which the buyer routinely reorders something without and modifications.

直接重购:业务购买情况下买方经常重新安排继续向原先的供应商购买产品。

modified rebuy:A business buying situation in which the buyer wants to modify product specifications,prices,terms,or suppliers.修整再购:业务购买情况下,卖方想修改产品规格或供应商。

new task:A business buying situation in which the buying in which the buyer purchases a product or service for the first time..

新购:业务购买的购买情况下买方首次购买产品或服务。

Systems selling(solutions selling):Buying a packaged solution to a problem from a single seller,thus avoiding all the separate decisions involved in a complex buying situation.

系统销售(解决方案销售):从一个卖方购买打包解决问题,从而避免所涉及的所有单独的决定一个复杂的购买情况。

buying center:All the individuals and units that play a role in the purchase decision-making process..采购中心:所有的个人和单位,在购买决策过程中发挥作用。Users:Members of the buying organization who will actually use the purchased product or service.用户:购买组织的成员将实际使用购买的产品或服务。

Influencers:people in an organization’s buying center who affect the buying decision;they often help define specifications and also provide information for evaluating alternatives.

影响者:人们在一个组织的采购中心影响购买决定;他们经常帮助定义规范和评估备选方案也提供信息。

Buyers:The people in the organization’s buying center who make an actual purchase. 买家:在组织的采购中心做一个实际的购买。

Deciders:People in the organization’s buying center who have formal or informal power to select or approve the final suppliers.决定者:人们在组织的采购中心以正式或非正式的权力选择或批准最终的供应商。

Gatekeepers:The people in the organization’s buying center who control the flow of information to others.

守门人:组织的采购中心的人控制了信息的流动。

Problem recognition:The first stage of the business buying process in which someone in the company recognizes a problem or need that can be met by acquiring a good or a service.

问题识别:第一阶段的业务购买过程中有人在公司认识到一个问题或需求可以通过收购一个

商品或服务。

General need description:The stage in the business buying process in which the company describes the general characteristics and quantity of a needed item.一般需求描述:购买过程阶段业务的公司描述的一般特征和数量需要项目。

Product specification:The stage in the business buying process in which the buying organization decides on and specifies the best technical product characteristics for a needed item.产品规格:购买过程阶段的业务组织的购买决定并指定所需的最佳技术产品特征项。

Supplier search:The stage in the business buying process in which the buyer tries to find the best vendors.供应商搜索:业务购买过程中的阶段买方试图找到最好的供应商。Proposal solicitation:The stage in the business buying process in which the buyer invites qualified suppliers to submit proposals.提案征集:业务购买过程中的阶段买方邀请合格供应商提交建议。

supplier selection:The stage in the business buying process in which the buyer reviews proposals and selects a supplier or suppliers.供应商选择:购买过程阶段业务的买家评论建议和选择一个供应商或供应商。

Order-routine specification:The stage in the business buying process in which the buyer writes the final order with the chosen supplier,listing the technical specifications,quantity needed, expected time of delivery,return policies, and warranties. 命令规范:阶段商业买家的购买过程写的最后命令选择供应商,技术规格清单,需要数量,预计交货时间,返回政策,与保证。顺序程序规范:业务购买过程中的阶段买方写的最后命令选择供应商,技术规格清单,需要数量,预计交货时间,返回政策,与保证。Performance review:The stage in the business buying process in which the buyer assesses the performance of the supplier and decides to continue,modify,or drop the arrangement.绩效考核:业务购买过程中的阶段买方评估供应商的表现,决定继续,修改或删除的安排。

E-procurement:purchasing through electronic connections between buying and sellers-usually online.采购:采购网上购买和sellers-usually之间通过电子连接。采购:采购通常购买和卖方之间通过电子连接网络。

Institutional market:Schools,hospitals,nursing homes,prisons,and other institutions that provide goods and services to people in their care.。

机构市场:学校、医院、疗养院、监狱等机构,提供商品和服务的人。

Government market:Governmental units-national,regional,and local-that purchase or rent goods and services for carrying out the main functions of government. 政府市场:政府单位国家、地区和地方,购买或租赁商品和服务执行政府的主要功能。

第七章

Market segmentation 市场细分

Dividing a market into smaller groups with distinct needs, characteristics, or behavior that might require separate marketing strategies or mixes

将市场划分为较小的客户群,这些客户群具有不同的需求、特点和行为,并需要不同的市场营销战略和组合

Market targeting 选择目标市场

The process of evaluation each market segment’s attractiveness and selecting one or more segments to enter.

评价每一个细分市场的吸引力,并从中选择一个或几个细分市场进入

Differentiation 差异化

Actually differentiating the market offering to create superior customer value

使公司的市场提供物与众不同,从而为顾客创造独特的卓越价值。

Position 市场定位

Arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers

使市场提供物在目标顾客的心目中占有一个清晰、独特和理想的位置

Geographic segmentation 地理细分

Dividing a market into different geographical units such as nations, provinces, regions, parishes, cities, or neighborhoods

将市场细分成不同的地理区域,诸如国家、州、地区、郡县、城市或者社区。Demographic segmentation 人口细分

Dividing the market into groups based on variables such as age, gender, family size,

Family life cycle, income, occupation, education, religion, race, generation, and nationality

将市场按照以下变量细分:年龄、性别、家庭规模、家庭生命周期、收入、职业、受教育程度、宗教、种族、世代和国籍

Age and life-cycle segmentation 年龄和生命周期细分

Dividing a market into different age and life-cycle groups

将市场细分为不同年龄和生命周期阶段

Gender segmentation 性别细分

Dividing a market into different groups based on gender

将市场按照性别细分为不同的群体

Income segmentation 收入细分

Dividing a market into different income groups

将市场细分为不同的收入群体

Psychographic segmentation 心理细分

Dividing a market into different groups based on social class , lifestyle ,or personality characteristics.

根据社会阶层、生活方式或个性特征将购买者细分为不同群体

Behavioral segmentation 行为细分

Dividing a market into groups based on consumer knowledge, attitudes, uses, or response to a product

根据人们对产品的了解、态度、使用情况或反应,降购买者细分为不同群体。Occasion segmentation 时机细分

Dividing the market into groups according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item

根据消费者形成需要,购买产品或使用产品的场合来划分不同的市场群体

Benefic segmentation 利益细分

Dividing the market into groups according to the different benefits that consumers seek from the product

将市场根据消费者想要从产品的获得的利益进行细分

Intermarket segmentation 跨市场细分

Forming segments of consumers who have similar needs and buying behavior even though they are located in different countries

将不同国家具有相似需求或者购买行为的消费者进行细分

Target market 目标市场

A set of buyers sharing common needs or characteristics that the company decides to serve

公司决定为之服务的、具有共同需求和特点的购买者群体

Undifferentiated(mass)marketing无差异(大众)营销

A market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer

忽略细分市场的差异,用一种产品和服务满足整个市场的营销战略

Differentiated (segmented)marketing 差异化(细分市场)营销

A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each

瞄准几个市场细分并分别为它们设计不同的产品和服务的营销战略

Concentrated(niche)marketing集中(缝隙)营销

A market-coverage strategy in which a firm goes after a large share of one or a few segments or niches

在一个或几个较小的缝隙市场中占据较大份额的营销战略

Micromarketing 微观营销

The practice of tailoring products and marketing programs to the needs and wants of specific individuals and local customer groups-includes local marketing and individual marketing

为适合特定个人或地区调整产品和营销策略

Local marketing 地域营销

Tailoring bands and promotions to the needs and wants of local customer groups-cities, neighborhoods, and even specific stores

为城市,街区甚至具体到某个店铺的消费者的需要调整品牌和促销策略

Individual marketing 个别化营销

Tailoring products and marketing programs to the needs and preferences of individual customers-also labeled “one-to-one”marketing, ”customized marketing”, and”markets-of-one marketing.”

针对消费者个体不同的需求和行为调整产品和营销策略,也叫“一对一营销,“个人细分市场”,“个人定制化的营销”

Product position 产品定位

The way the product is defined by consumers on important attributes-the place the product occupies in consumers’ minds relative to competing products

消费者根据产品的重要属性即产品在与其竞争的产品中在消费者心中所处的地位来定义产品

Competitive advantage 竞争优势

An advantage over competitors gained by offering greater customer value, either though lower prices or by providing more benefits that justify higher prices

指公司在产品价格或者产品功能特异化方面与其他竞争者相比所具有的优势

Value proposition 价值主张

The full positioning of a brand-the full mix of benefits upon which it is positioned

完整的定位好的品牌定位和利益组合

Positioning statement 定位陈述

A statement that summarizes company or brand positioning-it takes this form: to (target segment and need) our (brand) is (concept)that (point-of-difference)

定位陈述总结了公司的品牌和定位,并将采取下列形式:对于(目标细分市场及其需求)而言,我们的(品牌)是一种(如何与众不同的概念)

第八章

P roduct产品 P248

Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.

在市场中用于引起(消费者)注意,购买,使用,或者消费的,以此来满足(消费者)某一特定的欲望和需求的事物。

Service服务 P248

Any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything.

一方提供给另一方的任何的实质上无形的以及不造成所有权转移的活动或利益。Consumer product消费品 P250

A product bought by final consumer for personal consumption.

由最终消费者购买并用于个人消费的产品。

Convenience product便利品 P250

A consumer product that customers usually buy frequently, and with a minimum of comparison and buying effort.

消费者频繁,不加太多思考地购买,并且很少进行比,付出很少的购买努力的消费品。Shopping product选购品 P250

A consumer product that the customer, in the process of selection and purchase, usually compares on such bases as suitability, quality, price, and style.

消费者在选择和购买过程中,对适用性,质量,价格和式样等基本方面需要做认真权衡比较的消费品。

Specialty product专用品 P250

A consumer product with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.

具备某种独有特征或品牌标志的消费品,对这种消费品,有相当多的购买者一般都愿意付出特殊的购买努力。

Unsought product非渴求品 P250

A consumer product that the consumer either does not know about or knows about but does not normally think of buying.

消费者不了解或即便了解也通常不会考虑购买的消费品。

Industrial product产业用品 P251

A product bought by individuals and organizations for further processing or for use in conducting a business.

由个人和组织购买,用于进一步的生产过程或进行一场交易。

Social marketing社会营销 P253

The use of commercial marketing concepts and tools in programs designed to influence individuals’ behavior to improve their well-being and that of society.

商业营销方案中的概念和工具被设计用于影响个人的行为,从而提高他们的福利水平以及社会的福利水平。

Product quality产品质量 P253

The characteristics of a product or service that bear on its ability to satisfy stated or implied customer needs.

某一产品或服务能够承担其满足需求以及隐射消费者需求的能力的特性。

Brand品牌 p255

A name, term, sign, symbol, design, or a combination of these that identifies the products or service of one seller or group of sellers and differentiates them from those of competitors.

用于识别某个消售者或某个销售者群体的产品或服务,并使之与竞争者的产品或服务区别开来的名称,标志,符号,图案或这些要素的组合。

Packaging包装 P255

The activities of designing and producing the container or wrapper for a product. 设计并生产产品的容器或包装纸的活动

Product line产品线 P258

A group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges.

一组密切相关的产品,他们以类似的方式发挥功能,售给相同的顾客群,通过相同的销售渠道出售,或者属于同一个价格范畴。

Product mix(or product portfolio)产品组合p258

The set of all product lines and items that a particular seller offers for sale. 一定的销售者提供的用于销售的全部产品线以及产品项目。

Brand equity品牌资产 p260

The differential effect that knowing the brand name has on customer response to the product or its marketing.

知晓品牌名称对消费者产生的不同影响反馈到产品及其营销。

Store brand(or private brand)品牌专卖店(自有品牌) p264

A brand created and owned by a reseller of a product or service.

由某个产品或服务的经销商创造并拥有的的品牌

Co-branding品牌联合 p265

The practice of using the established brand names of two different companies on the same product.

在相同的产品上使用两个不同公司的既有品牌名称。

Line extension产品线延伸 p266

Extending an existing brand name to new forms, colors, sizes, ingredients, or flavors of an existing product category.

把一个已经存在的品牌名称扩展到现有产品种类的新的形式,颜色,尺寸,成分或者口味。Brand extension品牌延伸 p267

Extending an existing brand name to new product categories.

把一个已经存在的品牌名称扩展到新的产品种类。

Service intangibility服务的无形性 p269

A major characteristic of services—they cannot be seen, tasted, felt, heard, or smelled before they are bought.

服务的一个主要特性,是指服务在被消费之前是无法被看到,品尝到,感觉到,听到或者闻到。

Service inseparability服务的不可分割性 p269

A major characteristic of services—they are produced and consumed at the same time and cannot be separated from their providers.

服务的一个主要特性,是指服务的生产和消费是同时发生的,并且不能与提供者相割离。Service variability服务的差异性 p269

A major characteristic of services—their quality may vary greatly, depending on who provides them and when, where, and how.

服务的一个主要特性,是指服务的质量可能会有很大的变化,这取决于谁在什么时候,什么地点以及怎样提供的服务。

Service perishability服务的不可储存性 p270

A major characteristic of services—they cannot be stored for later sale or use. 服务的一个主要特性,是指服务被储存起来用于以后的销售或使用。

Service-profit chain服务利润链 p270

The chain that links service firm profits with employee and customer satisfaction. 一个连接服务提供公司和公司职员、消费者满意度的链条。

Internal marketing内部营销 p271

Orienting and motivating customer-contact employees and supporting service people to work as a team to provide customer satisfaction.

定向并激励与顾客有接触的员工和服务支持人员以团队形式进行工作,以此来给顾客带来满意度。

Interactive marketing互动营销 p271

Training service employees in the fine art of interacting with customers to satisfy their needs.

在合适的与顾客的互动艺术中训练服务人员,来满足顾客的需求。

第九章

New Product Development新产品开发

Development of original products, product improvements, product modifications, and new brands through the firm’s own R & D efforts. 所谓“新产品”,是指企业新开发的产品、改进或调整的产品以及新品牌。

Idea Generation构思产生

The systematic search for new –product idea系统地寻找新产品的设计构想

Idea Screening构思筛选

Screening new-product ideas in order to spot good ideas and drop poor ones as soon as possible尽可能地留住好的构思,去掉不好的构思

Product concepts产品概念

A detai version of the new-product idea stated in meaningful consumer terms用有意义的消费者语言表达的详尽描述的构思

Concept tests概念测试

Testing new-product concepts with a group of target consumers to find out if the concepts have strong consumer appeal是与合适的目标消费者小组一起测试这些新产品概念

Marketing Strategy Development营销战略制定

Designing an initial marketing strategy for a new product based on the product concept是把该新产品推向市场设计一个初步的营销战略

Business Analysis商业分析

A review of the sales, costs, and profit projections for a new product to find out whether these factors satisfy the company’s objectives包括审查新产品的销售量、成本和利润计划,以确定它们是否符合企业的目标。通过分析后,产品概念就可以进入产品开发阶段

Product Development产品开发

Developing the product concept into a physical product in order to ensure that the product idea can be turned into a workable market offering阶段的工作将决定产品构思是否转化为技术和商业上可行的产品

Test Marketing 营销测试

The stage of new-product development in which the product and marketing program are tested in realistic market settings企业将新产品及其营销计划置于更为真实的市场环境中

Commercialization商业化

Introducing a new product into the market将新产品推向市场

Customer-centered new-product以顾客为中心的新产品开发

New-product development that focuses on finding new ways to solve customer problems and create more customer-satisfying experiences强调找出解决顾客问题的新方法,同时创造更多的顾客满意体验

Team-based new-product development以团队为基础的新产品开发

An approach to developing new products in which various company departments work closely together, overlapping the steps in the product development process to save time and increase effectiveness企业各部门在跨职能的团队中密切合作,产品开发过程中的各个步骤也可以同时进行,从而节约时间、提高效率

Product life cycle产品生命周期

The course of a product’s sales and profits over its lifetime. It involves five distinct stages: product development, introduction, growth, maturity, and decline 包括产品在整个周期内的销售和利润情况。产品生命周期可以分为五个不同的阶段: 产品开发期、介绍期、成长期、成熟期、衰退期

Style风格

A basic and distinctive mode of expression一种基本且独特的表现方式

Fashion时尚

A currently accepted or popular style in a given field某一领域里当前被接受或流行的一种风格

Fad热潮

A temporary period of unusually high sales driven by consumer enthusiasm and immediate product or brand popularity由消费者的热情所驱动的大量销售或产品、品牌迅速流行的一个暂时性的阶段

Introduction stage介绍期

The product life-cycle stage in which the new product is first distributed and made available for purchase新产品被引入市场、销售缓慢增长的时期

Growth stage成长期

The product life-cycle stage in which a product’s sales start climbing quickly 产品被市场迅速接受,并且利润大幅增长的时期

Maturity stage成熟期

The product life-cycle stage in which sales growth slows or levels off由于大多数的潜在购买者已经接受并购买产品,造成销售增长放缓的时期

Decline stage衰退期

The product life-cycle stage in which a product’s sales decline销售和利润不断下滑的时期

零售企业营销策略中英文对照外文翻译文献

零售企业营销策略中英文对照外文翻译文献(文档含英文原文和中文翻译)

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市场营销_外文翻译_外文文献_英文文献_顾客满意策略与顾客满意

顾客满意策略与顾客满意营销 原文来源:《Marketing Customer Satisfaction 》自20世纪八十年代末以来, 顾客满意战略已日益成为各国企业占有更多的顾客份额, 获得竞争优势的整体经营手段。 一、顾客满意策略是现代企业获得顾客“货币选票”的法宝随着时代的变迁, 社会物质财富的极大充裕, 顾客中的主体———消费者的需求也先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代, 到了20世纪八十年代末进入了情感消费时代。在我国, 随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时代, 到今天也逐步迈进情感消费时代。在情感消费时代, 各企业的同类产品早已达到同时、同质、同能、同价, 消费者追求的已不再是质量、功能和价格, 而是舒适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有趣等,消费者日益关注的是产品能否为自己的生活带来活力、充实、舒适、美感和精神文化品位, 以及超越消费者期望值的售前、售中、售后服务和咨询。也就是说, 今天人们所追求的是具有“心的满足感和充实感”的商品, 是高附加值的商品和服务,追求价值观和意识多元化、个性化和无形的满足感的时代已经来临。 与消费者价值追求变化相适应的企业间的竞争, 也由产品竞争、价格竞争、技术竞争、广告竞争、品牌竞争发展到现今的形象竞争、信誉竞争、文化竞争和服务竞争, 即顾客满意竞争。这种竞争是企业在广角度、宽领域的时空范围内展开的高层次、体现综合实力的竞争。它包括组织创新力、技术创新力、管理创新力、产业预见力、产品研发力、员工向心力、服务顾客力、顾客亲和力、同行认同力、社会贡献力、公关传播沟通力、企业文化推动力、环境适应力等等。这些综合形象力和如何合成综合持久的竞争力, 这就是CSft略所要解决的问题。CS寸代,企业不再以“自己为中心”,而是以“顾客为中心”;“顾客为尊”、“顾客满意”不再是流于形式的口号, 而是以实实在在的行动为基础的企业经营的一门新哲学。企业不再以质量达标, 自己满意为经营理念, 而是以顾客满意, 赢得顾客高忠诚度为经营理念。企业经营策略的焦点不再以争取或保持市场占有率为主, 而是以争取顾客满意为经营理念。因此, 营销策略的重心不再放在竞争对手身上而是放在顾客身上, 放在顾客现实的、潜在的需求上。当企业提供的产品和服务达到了顾客事先的期望值, 顾客就基本满意;如果远远超越顾客的期望值, 且远远高于其他同行, 顾客才真正满意;如果企业能不断地或长久地令顾客满意, 顾客就会忠诚。忠诚的顾客不仅会经常性地重复购买, 还会购买企业其它相关的产品或服务;忠诚的顾客不仅会积极向别人推荐他所买的产品, 而且对企业竞争者的促销活动具有免疫能力一个不满意的顾客会将不满意告诉16-20个人, 而每一个被告知者会再传播给12-15个人。这样, 一个不满意者会影响到二、三百人。在互联网普及的今天, 其影响则更大。据美国汽车业的调查, 一个满意者会引发8笔潜在的生意, 其中至少有一笔会成交。而另一项调查表明, 企业每增加5%的忠诚顾客, 利润就会增长25%-95%。一个企业的80%的利润来自20%的忠诚顾客;而获取一个新顾客的成本是维持一个老顾客成本的6倍。所以,美国著名学者唐?佩 珀斯指出: 决定一个企业成功与否的关键不是市场份额, 而是在于顾客份额。 于是, 企业纷纷通过广泛细致的市场调研、与消费者直接接触、顾客信息反馈等方式来了解顾客在各方面的现实需求和潜在需求。依靠对企业满意忠诚的销售、服务人员, 定期、定量地对顾客满意度进行综合测定, 以便准确地把握企业经营中与“顾客满意” 目标的差距及其重点领域, 从而进一步改善企业的经营活动。依靠高亲和力的企业文化、高效率的人文管理和全员共同努力, 不断地向顾客提供高附加值的产品, 高水准的亲情般的服

网络营销外文翻译

E---MARKETING (From:E--Marketing by Judy Strauss,Adel El--Ansary,Raymond Frost---3rd ed.1999 by Pearson Education pp .G4-G25.) As the growth of https://www.360docs.net/doc/1618319754.html, shows, some marketing principles never change.Markets always welcome an innovative new product, even in a crowded field of competitors ,as long as it provides customer value.Also,Google`s success shows that customers trust good brands and that well-crafted marketing mix strategies can be effective in helping newcomers enter crowded markets. Nevertheless, organizations are scrambling to determine how they can use information technology profitably and to understand what technology means for their business strategies. Marketers want to know which of their time-ested concepts will be enhanced by the Internet, databases,wireless mobile devices, and other technologies. The rapid growth of the Internet and subsequent bursting of the dot-com bubble has marketers wondering,"What next?" This article attempts to answer these questions through careful and systematic examination of successful e-mar-keting strategies in light of proven traditional marketing practices. (Sales Promotion;E--Marketing;Internet;Strategic Planning ) 1.What is E--Marketing E--Marketing is the application of a broad range of information technologies for: Transforming marketing strategies to create more customer value through more effective segmentation ,and positioning strategies;More efficiently planning and executing the conception, distribution promotion,and pricing of goods,services,and ideas;andCreating exchanges that satisfy individual consumer and organizational customers` objectives. This definition sounds a lot like the definition of traditional marketing. Another way to view it is that e-marketing is the result of information technology applied to traditional marketing. E-marketing affects traditional marketing in two ways. First,it increases efficiency in traditional marketing strategies.The transformation results in new business models that add customer value and/or increase company profitability.

市场营销专业术语15371

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市场营销第十三版1-5章专业术语翻译教学提纲

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