47个市场营销基本概念



 





1、市场营销 / 行销(Marketing):指用调查分析、预测、产品发展、订价、推广交易成实体配销技术来发掘、推广及满足社会各阶层人士对商品或劳务需求的一系列活动。



2、营销管理(Marketing Management):是为了实现企业目标,创造、建立和保持与目标市场之间的互利交换和关系,而对设计方案的分析、计划、执行和控制。



3、竞争者:竞争者一般是指那些与本公司提供的产品或服务类似,并且有相似目标顾客和相似价格的企业。



4、STP营销:是企业营销战略的核心,即实行市场细分化(Segmenting)、目标化(Targeting)和定位(Positioning)。



5、市场(Market):在营销者看来,卖主构成行业,买主则构成市场。市场包含三个基本要素,即有某种需要的人,为满足这种需要的购买能力和购买欲望,用公司来表示就是:市场=人口+购买力+欲望。



6、市场细分(Segmenting):就是指企业通过市场调查、根据顾客对产品不同的需要和欲望、不同的购买行为与购买习惯,指导某一产品的整体市场分割成需要不同的若干子市场的分类过程。



7、目标市场(Targeting Market):目标市场是指企业经过比较、选择、决定作为服务对象的相应子市场。



8、市场定位(Positioning):根据所选定的目标市场上的竞争对手现有产品所处的位置和企业自身的条件,从各方面为企业和产品创造一定的特色,塑造并树立一定的市场形象,以求在目标顾客心目中形成一种特殊的偏爱。



9、市场营销组合(Marketing Mix):企业为了满足目标顾客群的需要而加以组合的可控制的度量。



10、产品(Product):是指能提供给市场,用于满足人们某种欲望和需要的任何事物,包括卖场、服务、场所、组织、思想、竞争者等。



 







 



11、服务(Service):用于出售或者是同产品连在一起进行出售的活动、利益或满足感。



12、整体产品=核心产品+有形产品+附加产品



13、核心产品(Core Product):是指消费者购买某种产品时所追求的利益,是顾客真正需要的东西。



14、有形产品(Tangible Product):是核心产品借以实现的形式,即向市场提供设实体和服务的形象。



15、附加产品(Augmented Product):是顾客购买有形产品时所获得的全部附加服务和利益,包括提供信贷、免费送货、售后服务等。



16产品组合(Product Mix):指一个企业提供市场的全部产品线和产品项目的组合或搭配,即经营范围和结构。



17、产品线:指互相关联或相似的一组产品,即通常所谓的产品大类。



18、产品组合的广度(Width):是指一个企业生产经营的产品大类的多少,即拥有的产品线多少,多则宽,少则窄。



19、产品组合的深度(Depth):产品线中的每种产品所提供的花色、口味、规格的多少。



20、产品组合的长度(Lenpth):指企业所有产品大类的总和。



 







 



21、产品组合的相关性(Consistency):指各个产品线在最终使用生产条件、销售渠道或其他方面的相关联的程度。



22、产品生命周期(Product Life Cycle):即一种新产品从开始构思、开发上市直到被市场淘汰为止的整个时期。由四个阶段组成:导入期(介绍)、成长期、成熟期、衰退期。



23、新产品:凡是能给顾客带来的新的满足、新的利益的产品。



24、市场营销渠道(Markering Distribution):指配合起来生产、分销和消费某一产品生产者的商品和服务的所有企业和个人。



25、分销渠道/通路/分配渠道(Distribution Channel):某种商品和服务从生产者向消费者转移过程中,取得这种商品和服务所有权或帮助所有权转移的所有企业和个人。



26、批发商:主要从事将货物或服务销售给为了转卖或商业用途而进行购买的客户的公司和个人。



27、零售商/零售店:零售包括所有向最终消费者直接销售商品和服务,以供其个人及准商业用途的活动。



28、专业商店/专用品赏点(Specialty Store):专业商店是产品线深而长的商店,如服务店、鞋店、书店等。



29、百货商店(Department Store):百货商店一般销售几条产品线的产品,尤其是服装、家具和家庭用品等。



30、超级市场(Supar Market):是一种大型、廉价、自选式的商场,主要经营食品、杂货及家用器具等。



 







 



31、便利商品/杂货店/士多店(Convenience Store):这是一种小型的在居民区附近的商店,主要是经营日用消费品,经营品种不多,价格也适中,营业时间长,以附近居民为主要销售对象,如7-11。



32、连锁店:连锁店包括两个或者更多的共同所有和共同管理的商店,他们销售类似产品线的产品,实行集中采购和销售,还有可能具有相似的建筑风格。



33、传播/沟通(Communication):传播是人类信息交流的过程,是人与人之间信息的传播与分享。



34、销售促进(SP)/营销推广:指企业运用各种短期诱因,鼓励购买或销售企业的产品或服务的促销活动。



35、整合营销传播(IMC):IMC基本想法是将一定的传播活动一元化,即一方面把广告、促销、公共关系、直接营销、CI、包装与新闻媒体等一切传播活动皆归属于广告活动;另一方面使企业能以统一的传播资讯传达给消费者,即Speak with one voice (用一个声音去说)



36、直接营销/直效营销(Directing marketing):是指为了在任何地方产生可度量的反应或达成交易而使用的一种或多种广告媒体的交互作用的市场营销体系。



37、推销(Selling)/人员推销:是指企业的从业人员通过与顾客(潜在顾客)的人际接触来推动销售的促销方法。



38、事件行销(Event Marketing):指企业整合本身的资源,通过具有企业力和创意性的活动或事件,使之成为大众关心的问题、议题,因而吸引媒体的报道与消费者的参与,进而达成提升企业形象,以及销售商品的目的。



39、助销/协销:公司通过投入人、财、物等各类资源,全面系统的支持经销商销售,即称助销。它是由厂方人员管理控制下的系统支援,是一种销售管理体系,通过对经销商、零售终端的管理完善客户服务,强化市场开发管理的渠道运作理念。



40、深度分销:企业发挥品牌的价值,以人员推广为手段,联合市场伙伴经销商直接对销售终端进行服务,达到拥有终端网络目的的一种分销方式。



 







 



41、公共关系(Public Relation,PR):组织在经营管理中运用信息传播、沟通媒介、促进组织与相关公众之间的双向了解、理解、信任与合作。为组织树立良好的公众形象。



42、市场生动化:通过有效的环境规划、气氛营造、商品陈列等手段,是企业的产品在末端通路即售点更加能够吸引消费者的光临,刺激消费者的购买欲望,最终促销消费者购买,实现整体销售的迅速提升。



43、CIS / CI / 企业识别系统:CI是团体组织(特别是企业)对自身的理念文化、行为方式及视觉识别进行系统的革新,统一的传播塑造出富有个性的组织形象,从而获得内外公众组织认同的经营者管理战略。



44、MI(Mind Identity):理念识别是CIS中的灵魂,通常被称为企业或团体组织的心,是CI的基本精神所在。



45、BI(Behavior Identity):行为识别也称为活动识别。被看作为企业的手,是指在企业理念指导下企业全体员工达成共识和自觉遵守理念要求的行为、工作方式。



46、VI(Visual Identity):视觉识别,通常被比喻为企业的脸,是指企业标志的识别符号。



47、数据库营销:是建立维持、使用顾客数据库和其他数据库(产品、供应商、零售商)的过程,其目的是联系和交易。





47 basic marketing concepts



 



 



1. Marketing / Marketing: refers to a series of activities that use survey analysis, forecasting, product development, pricing, and promotion of trading into physical distribution technology to discover, promote and meet the needs of people from all walks of life for goods or services.



 



2, Marketing Management (Marketing Management): In order to achieve corporate goals, create, establish and maintain a mutually beneficial exchange and relationship with the target market, and analyze, plan, execute and control the design.



 



3. Competitors: Competitors generally refer to those companies that are similar to the products or services provided by the company and have similar target customers and similar prices.



 



4, STP marketing: is the core of the company's marketing strategy, namely the implementation of segmentation, targeting and positioning.



 



5. Market: In the eyes of marketers, sellers constitute the industry, and buyers constitute the market. The market consists of three basic elements, that is, those who have certain needs, in order to satisfy this need, the purchasing power and the desire to purchase are expressed by the company: market = population + purchasing power + desire.



 



6. Segmentation: refers to the market segmentation of a product through the market survey, according to the different needs and desires of customers, different purchase behaviors and purchasing habits. Classification process.



 



7. Targeting Market: The target market refers to the corresponding sub-markets that the enterprise compares, selects, and decides as the service target.



 



8. Positioning: According to the location of the competitor's existing products in the selected target market and the conditions of the company itself, create certain characteristics for the company and products from all aspects, shape and establish a certain market. Image, in order to form a special preference in the minds of target customers.



 



9. Marketing Mix: A controllable measure that companies combine to meet the needs of their target customer base.



 



10. Product: Anything that can be provided to the market to satisfy people's desires and needs, including stores, services, places, organizations, ideas, competitors, etc.



 



 



 





 



 



 



11. Service: A service, interest, or satisfaction that is used for sale or for sale together with a product.



 



12, the overall product = core products + tangible products + additional products



 



13. Core Product: It refers to the benefits that consumers pursue when purchasing a certain product. It is what the customer really needs.



 



14. Tangible Product: It is the form in which the core products are realized, that is, the image of providing entities and services to the market.



 



15. Augmented Product: All the additional services and benefits that customers receive when purchasing tangible products, including credit, free shipping, after-sales service, etc.



 



16 Product Mix: refers to the combination or combination of all product lines and product items provided by a company, namely the business scope and structure.



 



17. Product line: refers to a group of products that are related or similar to each other, that is, the so-called product category.



 



18, the breadth of the product portfolio (Width): refers to the number of products in a company's production and operation, that is, the number of product lines, how wide, and narrow.



 



19. Depth of product portfolio: The color, taste, and specifications of each product in the product line.



 



20, the length of the product portfolio (Lenpth): refers to the sum of all major categories of products.



 



 



 





 



 



 



21. Consistency of product portfolio: refers to the degree to which each product line is associated with the final use of production conditions, sales channels or other aspects.



 



22, Product Life Cycle (Product Life Cycle): a new product from the beginning of the conception, development and listing until the market is eliminated. It consists of four phases: introduction period (introduction), growth period, maturity period, and recession period.



 



23, new products: all products that can bring new satisfaction and new benefits to customers.



 



24, Marketing Channel (Markering Distribution): refers to all enterprises and individuals who work together to produce, distribute and consume the goods and services of a producer of a certain product.



 



25. Distribution Channel: All businesses and individuals who acquire ownership of such goods and services or assist in the transfer of ownership from the producer to the consumer.



 



26. Wholesalers: Companies and individuals who are primarily engaged in the sale of goods or services to customers who purchase for resale or commercial use.



 



27. Retailer/Retail Store: Retail includes all activities that directly sell goods and services to the final consumer for their personal and quasi-commercial use.



 



28. Specialty Stores: Specialty stores are shops with deep and long product lines, such as service stores, shoe stores, and bookstores.



 



29, Department Store (Department Store): Department stores generally sell several product line products, especially clothing, furniture and household items.



 



30. Supar Market: It is a large, low-cost, self-selected shopping mall that mainly deals with food, groceries and household appliances.



 



 



 





 



 



 



31. Convenience Store: This is a small shop near residential areas, mainly for daily consumer goods. There are not many varieties of products, the price is moderate, and the business hours are long. Nearby residents are the main sales targets, such as 7-11.



 



32. Chain stores: Chain stores include two or more co-owned and co-managed stores that sell products similar to product lines, implement centralized purchasing and sales, and possibly have similar architectural styles.



 



33. Communication/Communication: Communication is the process of human information exchange and the dissemination and sharing of information between people.



 



34. Sales Promotion (SP)/Marketing Promotion: refers to the promotion activities of enterprises that use various short-term incentives to encourage the purchase or sale of products or services of enterprises.



 



35. Integrated Marketing Communication (IMC): The basic idea of ​​IMC is to unite certain communication activities, that is, to advertise all advertising activities such as advertising, promotion, public relations, direct marketing, CI, packaging and news media to advertising activities; On the other hand, the company can communicate to consumers with a unified communication message, that is, Speak with one voice (speak with one voice)



 



36. Direct marketing/direct marketing: A marketing system that interacts with one or more advertising media used to generate a measurable response or to conclude a transaction anywhere.



 



37. Selling/personal marketing: refers to the promotion method in which the employees of the enterprise promote sales through interpersonal contact with customers (lead customers).



 



38. Event Marketing: refers to the resources of the enterprise integration itself. Through activities or events with corporate strength and creativity, it becomes a topic and issue of concern to the public, thus attracting media reports and consumer participation. Achieve the purpose of improving corporate image and selling goods.



 



39. Sales promotion/co-sales: The company supports dealer sales in a comprehensive and systematic way by investing in various resources such as people, finances and materials, which is called helping sales. It is supported by the system under the management of the factory personnel. It is a sales management system. It improves the customer service through the management of dealers and retail terminals, and strengthens the channel operation concept of market development management.



 



40, deep distribution: the enterprise to play the value of the brand, personnel promotion as a means, the joint market partners - dealers directly to the sales terminal to serve, to achieve a terminal network purposes for a distribution.



 



 



 





 



 



 



41. Public Relation (PR): The organization uses information dissemination, communication media, and promotes two-way understanding, understanding, trust and cooperation between the organization and the relevant public in business management. Establish a good public image for the organization.



 



42. The market is vivid: through effective environmental planning, atmosphere creation, and merchandise display, it is the company's products that are more attractive to consumers at the end of the channel, which stimulates consumers' desire to purchase, and ultimately promotes consumer purchases. To achieve a rapid increase in overall sales.



 



43. CIS / CI / Enterprise Identification System: CI is a systematic organization (especially enterprise) that systematically innovates its own concept culture, behavior and visual identity. The unified communication creates a personalized organizational image, which leads to the internal and external public. The management strategy of the organization that the organization agrees with.



 



44, MI (Mind Identity): Concept recognition is the soul of CIS, usually called the "heart" of a business or group organization, is the basic spirit of CI.



 



45, BI (Behavior Identity): Behavior recognition is also called activity recognition. It is regarded as the "hand" of the enterprise, which refers to the behavior and working methods of all employees of the enterprise to reach consensus and consciously abide by the concept requirements under the guidance of the corporate philosophy.



 



46, VI (Visual Identity): Visual identity, usually compared to the "face" of the enterprise, refers to the identification of the corporate logo.



 



47. Database Marketing: The process of establishing and maintaining customer databases and other databases (products, suppliers, retailers) for the purpose of contacting and trading.





 


点赞(0) 打赏

评论列表 共有 0 条评论

暂无评论

热门产品

历史上的今天:03月29日

热门专题

安徽中源管业有限公司|安徽中源管业有限公司,安徽中源管业有限公司介绍,安徽中源管业有限公司电话,安徽中源管业有限公司地址,安徽中源管业有限公司厂家,安徽中源管业有限公司电力管,安徽中源管业有限公司管材
安徽中源管业有限公司
小程序开发|微信小程序,小程序开发,小程序,小程序制作,微信小程序开发,小程序公司,小程序开发公司,分销,三级分销系统,分销系统
小程序开发
外贸网站建设|外贸网站建设,英文网站制作,英文网站设计,美国主机空间,外贸建站平台,多语言网站制作
外贸网站建设
弥勒综合高中|弥勒综合高中
弥勒综合高中
大理科技管理学校|大理科技管理学校,大理科技,大理科技中等职业技术学校,大理科技管理中等职业技术学校,大理科技学校
大理科技管理学校
云南综合高中|云南综合高中
云南综合高中
自考本科|自考本科有用吗,自考文凭,自考本科文凭,自考文凭有用吗,自考本科文凭有用吗,自考文凭承认吗
自考本科
综合高中|云南综合高中,昆明综合高中,综合高中能考本一吗,综合高中和普通高中的区别,综合高中是什么意思,综合高中能参加全国统一高考吗,综合高中可以考哪些大学,综合高中的学籍是什么
综合高中

微信小程序

微信扫一扫体验

立即
投稿

微信公众账号

微信扫一扫加关注

发表
评论
返回
顶部