关系营销
relationship marketing: establishing long-term, mutually satisfying buyer-seller relationships
客户关系管理
customer relationship management (CRM): using information about customers to create marketing strategies that develop and sustain desirable customer relationships
客户终身价值
customer lifetime value (CLV): a measure of a customer’s worth(sales minus costs) to a business over one’s lifetime
效用
utility: the ability of a good or service to satisfy a human need
形式效用
form utility: utility created by converting production inputs into finished products
地点效用
place utility: utility created by making a product available at a location where customers wish to purchase it
时间效用
time utility: utility created by making a product available when customers wish to purchase it
拥有效用
possession utility: utility created by transferring title (or ownership) of a product to a buyer
营销策略
marketing strategy: a plan that will enable an organization to make the best use of its resources and advantages to meet its objectives
营销组合
marketing mix: a combination of product, price, distribution, and promotion developed to satisfy a particular target market
目标市场
target market: a group of individuals or organizations, or both, for which a firm develops and maintains a marketing mix suitable for the specific needs and preferences of that group
无差别方法
undifferentiated approach: directing a single marketing mix at the entire market for a particular product
细分市场
market segment: a group of individuals or organizations within a market that shares one or more common characteristics
市场细分
market segmentation: the process of dividing a market into segments and directing a marketing mix at a particular segment or segments rather than at the total market
营销分析
marketing analytics: the collection, organization, and interpretation of data about marketing performance
市场调研
marketing research: the process of systematically gathering, recording, and analyzing data concerning a particular marketing problem
购买行为
buying behavior: the decisions and actions of people involved in buying and using products
消费者购买行为
consumer buying behavior: the purchasing of products for personal or household use, not for business purposes
企业购买行为
business buying behavior: the purchasing of products by producers, resellers, governmental units, and institution
