第一章 Marketing市场营销 Needs需要 Wants欲望 Demands需求 Market offering市场供应 Marketing myopia营销短视 Exchange交换Market市场 Marketing management市场营销管理Production concept生产概念Product concept产品观念 Selling concept推销概念Marketing concept市场营销观念Societal marketing concept社会营销概念Customer relationship management顾客关系管理Customer-perceived value顾客认知价值 Customer satisfaction顾客满意度 Consumer-generated marketing消费者产生的营销Partner relationship management伙伴关系管理Customer lifetime value顾客终生价值 Share of customer顾客份额 Customer equity顾客资产 Internet互联网 第二单元 Strategic planning 战略规划 mission statement 使命陈述 business portfolio业务组合 portfolio analysis 组合分析growth-share matrix 增长一份额矩阵 product/market expansion grid产品/市场扩张矩阵market penetration 市场渗透 market development 市场开发 product development 产品开发 diversification 多元化 downsizing 精简战略 value chain 价值链 value delivery network 价值递送网络 marketing strategy 市场营销战略 market segmentation市场细分 market segment 细分市场 market targeting 市场营销战略 positioning 定位 differentiation 差异化marketing mix 市场营销组合 SWOT analysis SWOT分析 marketing implementation 市场营销执行 marketing control 营销控制 return on marketing investment 市场营销投资回报率 第3章 Marketing environment 市场营销环境 microenvironment微观环境 Macroenvironment 宏观环境 marketing intermediaries营销中介 Public公众 demography人口统计 Baby boomers婴儿潮 generation X一代 Millennials(generation Y) Y一代 economic environment经济环境 Engel’s laws恩格尔定律 natural environment自然环境 Environmental sustainability环境的可持续发展 technological environment技术环境 Political environment 政治环境 cultural environment人文环境 第四章 Customer insights 顾客洞察力（见解） marketing information system 市场营销信息系统 internal databases内部报告系统 marketing intelligence营销情报系统 marketing research 市场营销调研 Exploratory research探测性调研 descriptive research描述性调研 Secondary data 二手资料 commercial online databases在线商业数据库 Observational research 观察调研 ethnographic research 人种调研 Survey research调查研究 experimental research实验调研 Focus group interviewing 焦点小组访谈 online focus groups在线焦点小组访谈 Sample样本 customer relationship management客户关系管理 第五章 Consumer buyer behavior 消费者购买行为Consumer market 消费者市场 Culture 文化Subculture 亚文化 Social class 社会阶层 Group 群体 Opinion leader 意见领袖Online social networks 在线社交网络Lifestyle 生活方式Personality 个性 Brand personality 品牌个性 Motive (drive) 动机Perception 认知过程 Learning学习Belief 信仰Attitude 态度Complex buying behavior 复杂购买行为Dissonance-reducing buying behavior 不和谐的购买行为Habitual buying behavior 习惯性的购买行为Variety-seeking buying behavior 追求多样化的购买行为Need recognition 需求识别Information search 信息搜索Alternative evaluation 另类评估Purchase decision 购买决策Postpurchase behavior 购后行为Cognitive dissonance 认知失调New product 新产品Adoption process开发过程

第一章 Marketing市场营销 p29 The process by which companied create value for customers and build strong customer relationships in order to capture value from customers in return. 企业为消费者创造价值并建立良好的顾客关系，以此从消费者身上获取利益作为回报的过程。 Needs需要 p30 States of felt deprivation. 感到缺乏（某种事物）的状态 Wants欲望 p30 The form human needs take as shaped by culture and individual personality. 个人受不同文化及个人性格影响所表现出来的人们的特定的需要。 Demands需求 p30 Human wants that are backed by buying power. 由购买力支持的人们的需求。 Market offering市场供应 p30 Some combination of products, services, information, or experiences offered to a market to satisfy a need or want. 一些产品，服务，信息或经验的组合，他们被提供到市场中来满足一种需要或需求。 Marketing myopia营销短视 p30 The mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products. 在一个公司提供的特定产品上花费更多的注意力，而不是那些产品所产生的利益和经验的一种错误。 Exchange交换 p31 The act of obtaining a desired object from someone by offering something in return. 从某人处获得所需之物，并以自己的某种东西作为回报的行为。 Market市场 p31 The set of all actual and potential buyers of a product or service. 某个产品或服务的实际购买者和潜在购买者的集合。 Marketing management市场营销管理 p32 The art and science of choosing target markets and building profitable relationships with them. 选择目标市场并于他们建立良好关系的艺术和科学。 Production concept生产概念 p33 The idea that consumers will favor products that are available and highly affordable and that the organization should therefore focus on improving production and distribution efficiency. 消费者会偏爱那些有价值的，高度适合的产品，因此组织应该把重点放在改善产品质量和分销效率的理念 Product concept产品观念 p34 The idea that consumers will favor products that offer the most quality, performance, and features and that the organization should therefore devote its energy to making continuous product improvements. 认为消费者更喜欢那些高质量，多功能和具有某些特色的产品，因此，组织应该致力于不断生产高质量产品的概念。 Selling concept推销概念 p34 The idea that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort. 认为消费者将不会购买足够的企业的产品，除非企业进行大规模销售或大力促销的观念。 Marketing concept市场营销观念 p34 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. 强调实现组织的目标取决于了解目标市场的需要和欲望，并比竞争者更好地传递（消费者）期望的满足感的市场营销哲学。 Societal marketing concept社会营销概念 p35 The idea that a company’s marketing decisions should consider consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests. 认为企业的营销决定应该考虑消费者的欲望，企业的要求，消费者的长期利益和社会的长期利益的观念。 Customer relationship management顾客关系管理 p37 The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. 通过传递更高的顾客价值和顾客满意度来建立并维持良好的顾客关系的整个过程。 Customer-perceived value顾客认知价值 p37 The customers’ evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers. 顾客对某个营销供应者的所有的利益和成本与其他竞争者的不同的评估。 Customer satisfaction顾客满意度 p37 The extent to which a product’s perceived performance matches a buyer’s expectations. 产品的可感知的性能符合购买者预期的程度。 Consumer-generated marketing消费者产生的营销 p43