Chapter 1
Marketing：the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.
Marketing myopia营销短视: the mistake of paying more attention to the specific products a company offers rather than to the benefits and experiences produced by the products.
Customer-perceived value: the customer’s evaluation of the differences between all the values and all costs of a marketing offer relative to tho of competing offers.
Customer satisfaction: 石家庄雅思培训the extent to which a product perceived performance matches the customer’s expectation.
Customer equity: the total combined customer lifetime values of all of a company’s all customers.
Chapter 2
Strategic planning: jelsthe progress of developing and maintaining a strategic fit between a organization’s goals and capabilities and its changing marketing opportunities.
Mission statement: a statement of a organization’s purpo—goldrushwhat it wants to accomplish in the larger environment
Business portfolio: the collection of business and products that makes up the company
以下四个和Chapter 7中的内容重复
Market gmentation:达芬奇的恶魔好看吗 dividing the market into distinct groups of buyers who might have different needs, characteristics and behavior, and who might require parate products or marketing programs.
Market targeting: the progress of evaluating each gment’s marketing attractiveness and lecting one or more gments to enter.
intellectual
Positioning: arranging for a product to occupy a clear, distinctive and desirable place relative to the competing products in the minds of the target customers.
Differentiation: actually differentiating the market offering to create superior customer value.
Chapter 3
Marketing environment: the actors and forces outside the marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.
Microenvironment: the actors clo to the company that affect its ability to rve its customers,--the company, suppliers, market customers, marketing intermediaries, competitors and publics.
Macroenvironment: the larger societal forces that affect the microenvironment---demographic, natural, economic, political, technological and cultural forces.
Marketing intermediaries: the forms that help the company to promote, ll and distribute its goods to final buyers.
Chapter 5
Consumer buyer behavior: the buying behavior of final consumerspeninsula—the individuals and houholders buy goods and rvices for personal consumption
C雅思听力场景词汇onsumer market: all individuals and houholders who buy or acquire goods and rvices for personal consumption.
Subculture亚文化群：a group of people with shared value systems bad on the common life experiences and situations.
Opinion leader: bringfortha person within reference group who, becau of special skills, knowledge, or other characteristics, exerts social influence on others.
Complex buying behavior: consumer buying behavior in situations characterized by high consumer involvement in a purcha and significant perceived brand differences.
Habitual buying behavior: consumer buying behavior in situations characterized by low consumer involvement and few significantly perceived brand differences.
Purcha decision: the buyer’challengeds decision about which brand or purcha.
Postpurcha behavior购后行为：the stage of the buyer decision process in which consumers take further action after the purcha, bad on their satisfaction or dissatisfaction.
Chapter 7
Market gmentation：dividing the market into distinct groups of buyers, who might have different needs, characteristics or behavior, who might require parate products and marketing programs.
Market targeting: the process of evaluating each gment’s attractiveness and lecting one or more gments to enter.
Differention: actually differentiating a market offering to create superior customer value
Target market: a t of buyers sharing common needs or characteristics that the company decides to rve.
Undifferentiatedbask (mass)marketing: a market-coverage strategy in which a firm decides to ignore the market gment differences and go after the whole market with one offer.
Differentiated (gmented)marketing: a market-coverage strategy in which a firm decides to target veral market gments and design parate offer for each.
