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