Chapter 12 International Marketing练习学生用

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1、Ⅰ.KeyTermscustomerretentionandloyaltybuilding留住客户，培养忠诚principleofprofitmaximization利润最大化原则Consumer/clientsatisfaction消费者满意customer’sperceptionofvalue消费者/顾客的价值认知/觉知valueposition价值定位ShareholderValueAdded股东增值MarketingChannelStrategy营销渠道策略promotionalmessage促销讯息enterpriseovera

2、llstrategy企业总体战略customervalueproposition消费者价值主张promotionalmessages促销信息marketresearch市场调研marketsegmentation/segment市场细分distributionchannels分销/销售渠道intermediary中间商learning/experiencecurveeffects学习/经验曲线效应marketsaturation市场饱和productmodification产品改良/改进costofmarketentry市场进入成本exp

3、ortpackingcredit出口打包放款overdraftprotection透支保障/保护demandloan活期贷款termloan定期贷款(mercantilism)重商主义Laissez-Faire自由放任Pricemechanism价格机制priceformationmechanism价格形成机制priceadjustmentmechanism价格调整机制purchasingdesire购买欲望marketvolume市场容量purchasingpower购买力marketentity市场主体heterogeneityofp

4、roducts产品的异质性homogeneity产品同质性upfrontinvestment前期投资overproduction生产过剩oligopoly寡头垄断Oligopsony买方寡占imperfectcompetition不完全/充分竞争ConcentrationofProduction/Capital生产/资本集中Naturalmonopoly自然垄断barriersofmarketentry市场进入壁垒statutorymonopoly法定垄断Predatorypricing掠夺性定价banklineofcredit银行授信额

5、度Sunkcosts沉没成本Monopsony买方独占macrosegmentation宏观细分microsegmentation微观细分buyinghabit购买习惯buyer/consumerdecisionprocess消费者决策过程low-involvementproduct低度介入/涉入产品high-involvementproduct高度介入/涉入产品HomogeneousPreferences同质偏好DiffusedPreferences分散偏好ClusteredPreferences集群偏好massmarketing大量营

6、销productdifferentiationmarketing产品差异化营销marketdensity市场密度personaldisposableincome个人可支配收入discretionaryincome可自由支配收入productpositioningstrategy产品定位策略demographicsegmentation人口/人文细分psychographicsegmentation心理/态细分behavioralsegmentation行为细分benefitsegmentation受益细分usage-ratesegment

7、ation使用频率细分geographicsegmentation地理细分brand-loyaltysegmentation品牌忠诚度细分nichemarket小众市场、缝隙市场、利基市场/补缺市场segmentstructuralattractiveness细分市场结构吸引力SingleSegmentConcentrationStrategy市场集中化策略productspecialization产品专业化策略marketspecialization市场专业化策略selectivespecialization有选择的专业化策略fullm

8、arketcoverage完全市场覆盖brandidentity品牌识别Brand-SponsorDecision品牌使用者决策/品牌归属决策Blanketfamilyname统一品牌Bran