市场营销专用专业术语.docx

态度 attitude 品牌兴趣 brand interest 品牌忠诚 brand loyalty 企业市场 business markets 影响中心 centers of influence 有意劝服路径 central route to persuation 认知 cognition 消费行为 consumer behavior 消费者决策过程 consumer decision making process 消费者市场 consumer markets 文化 culture 现有顾客 current customers 详尽可能性模型环境因素 选择评估评估标准参 考 组 交换 政府市场习惯 需要层次 工业市场 信息性动机人际影响 认知 市场卖主营销 大脑档案动机 需要 被动生成动机非人员影响 舆论领袖 集团买主感知 感知过滤 无意劝服路径个人过程 劝服 生理过滤 主动生成动机购后失调学说购后评估 潜在顾客心理过滤参照人群 Elaboration Likelihood Model environment evaluation of alternatives evaluative criteria evoked set exchange government markets habit hierachy of needs industrial markets informational motives interpersonal influences learning market marketers marketing mental files motivation needs negatively originated motives nonpersonal influences opinion leader organizational buyers perception perceptual screens periphial route to persuasion personal processes persuasion physiological screens positively originated motives postpurchase dissonance postpurchase evaluation prospective customers psychological screens reference groups 经销商市场 reseller markets 选择性感知 selective perception 自我意识 self-concept 社会阶层 social classes 刺激 stimulus 亚文化 subculture 认知失调学说 theory of cognitive dissonance 转换性动机 transformational motives 国际市场 transnational markets 效用 utility 欲望 wants 地理人口细分 geodemographic segmentation 地理细分 geographic segmentation 成长期 growth stage 隐性差异 hidden differenees 独立品牌 individual brand 诱导性差异 induced differences 密集分销 intensive distribution 引入期 introductory phase 特许品牌 licensed brand 市场细分 market segmentation 营销组合 marketing mix 成熟期 maturity stage 全国性品牌 national brand 网络营销 network marketing 非人员传播 nonpersonal communication 人员型服务 people-based service 显性差异 perceptible differences 人员传播 personal communication 定位 position 价格因素 price element 初级需求 primary demand 首要需求趋势 primary demand trend 私家品牌 private label 产品概念 product concept 产品因素 product element 产品生命周期 product life cycle 消费心态细分 psychographic segmentation 消费心态 psychographic 宣传 publicity 拉 pull 拉式战略 pull strategy 购买时机 purchase occ