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1、Chapter 1Marketing：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
2、 experiences produced by these products.Customer-perceived value: the customers evaluation of the differences between all the values and all costs of a marketing offer relative to those of competing offers.Customer satisfaction: the extent to which a product perceived performance matches the custome
3、rs expectation.Customer equity: the total combined customer lifetime values of all of a companys all customers.Chapter 2Strategic planning: the progress of developing and maintaining a strategic fit between a organizations goals and capabilities and its changing marketing opportunities.Mission state
4、ment: a statement of a organizations purposewhat it wants to accomplish in the larger environmentBusiness portfolio: the collection of businesses and products that makes up the company 以下四个和Chapter 7中的内容重复Market segmentation: dividing the market into distinct groups of buyers who might have differen
5、t needs, characteristics and behavior, and who might require separate products or marketing programs. Market targeting: the progress of evaluating each segments marketing attractiveness and selecting one or more segments to enter.Positioning: arranging for a product to occupy a clear, distinctive an
6、d 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 3Marketing environment: the actors and forces outside the marketing that affect marketing managements abil
7、ity to build and maintain successful relationships with target customers. Microenvironment: the actors close to the company that affect its ability to serve its customers,-the company, suppliers, market customers, marketing intermediaries, competitors and publics.Macroenvironment: the larger societa
8、l forces that affect the microenvironment-demographic, natural, economic, political, technological and cultural forces.Marketing intermediaries: the forms that help the company to promote, sell and distribute its goods to final buyers.Chapter 5Consumer buyer behavior: the buying behavior of final co
9、nsumersthe individuals and householders buy goods and services for personal consumptionConsumer market: all individuals and householders who buy or acquire goods and services for personal consumption.Subculture亚文化群：a group of people with shared value systems based on the common life experiences and
10、situations.Opinion leader: a person within reference group who, because 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 purchase and significant p
11、erceived brand differences. Habitual buying behavior: consumer buying behavior in situations characterized by low consumer involvement and few significantly perceived brand differences.Purchase decision: the buyers decision about which brand or purchase.Postpurchase behavior购后行为：the stage of the buy
12、er decision process in which consumers take further action after the purchase, based on their satisfaction or dissatisfaction.Chapter 7Market segmentation：dividing the market into distinct groups of buyers, who might have different needs, characteristics or behavior, who might require separate produ
13、cts and marketing programs. Market targeting: the process of evaluating each segments attractiveness and selecting one or more segments to enter.Differention: actually differentiating a market offering to create superior customer value Target market: a set of buyers sharing common needs or character
14、istics that the company decides to serve. Undifferentiated (mass)marketing: a market-coverage strategy in which a firm decides to ignore the market segment differences and go after the whole market with one offer.Differentiated (segmented)marketing: a market-coverage strategy in which a firm decides
15、 to target several market segments and design separate offer for each.Concentrated (niche) marketing: a market-coverage strategy in which a firm decides to go after a large share of one or a few segments or niches.Micromarketing: the practice of tailoring the products and marketing programs to the n
16、eeds and wants of specific individuals and local customer groupsinclude individual marketing and local marketing.Competitive advantage: an advantage over competitors gained by offering greater customer value, either through lower prices or by providing more benefits that justify the high prices.Chapter 8Consumer product: a product bought by final consumer for personal consumption.Industri
