A/B Testing (8, 14)
A/B 测试 （8， 14）
Definition: A method of comparing two or more versions of a marketing element, such as an email subject line or website layout, to determine which performs better. It helps optimize marketing efforts by identifying the most effective approach based on real-world testing. Example: An e-commerce company may conduct A/B testing on different product page layouts to determine which design leads to higher conversion rates.
定义： 一种比较营销元素的两个或多个版本（如电子邮件主题行或网站布局）以确定哪个版本效果更好的方法。它通过根据实际测试确定最有效的方法来帮助优化营销工作。示例： 电子商务公司可能会对不同的产品页面布局进行 A/B 测试，以确定哪种设计可以提高转化率。
Acquisition Cost (12)
购置成本 （12）
Definition: The expenses incurred in acquiring new customers, including marketing, sales, and onboarding costs.
定义： 获取新客户所产生的费用，包括营销、销售和引导成本。
Example: A car dealership calculates acquisition costs by summing up the expenses related to advertising campaigns, sales commissions, and customer test drives.
示例：一家汽车经销商通过汇总与广告活动、销售佣金和客户试驾相关的费用来计算购置成本。
Active Listening (13)
积极倾听 （13）
Definition: The process of fully concentrating on and comprehending a customer's complaints or concerns.
定义： 完全专注于和理解客户的投诉或疑虑的过程。
Example: A customer service representative attentively listening to a customer's complaint without interrupting.
示例：客户服务代表专心倾听客户的投诉，而不打断。
Adaptation Strategies (9)
适应策略 （9）
Definition: Modifying marketing approaches to suit specific cultural contexts and preferences.
定义：修改营销方法以适应特定的文化背景和偏好。
Example: Tailoring advertising messages and visuals to resonate with the cultural values and preferences of the target market.
示例：定制广告信息和视觉效果，以与目标市场的文化价值观和偏好产生共鸣。
Advertising (6)
广告 （6）
Definition: Paid, non-personal communication through various media channels to promote products, services, or brands. Advertising aims to create awareness, generate interest, and persuade the target audience to take desired actions.
定义： 通过各种媒体渠道进行付费的非个人通信，以推广产品、服务或品牌。广告旨在提高知名度、产生兴趣并说服目标受众采取所需的行动。
Example: A television commercial promoting a new smartphone, highlighting its features and benefits to attract potential customers.
示例： 电视广告宣传新智能手机，突出其功能和优势以吸引潜在客户。
Advocacy Program (12)
宣传计划 （12）
Definition: Initiatives aimed at turning satisfied customers into brand advocates who actively promote and recommend the company's products or services.
定义： 旨在将满意的顾客转变为积极推广和推荐公司产品或服务的品牌拥护者的举措。
Example: A luxury hotel chain implements a referral program where existing customers receive exclusive benefits for referring new customers to the hotel.
示例： 一家豪华连锁酒店实施了一项推荐计划，现有客户通过向酒店推荐新客户而获得独家优惠。
Affiliate Marketing (8)
联盟营销 （8）
Definition: A performance-based marketing strategy where individuals or businesses (affiliates) earn a commission for promoting another company's products or services.
定义： 一种基于绩效的营销策略，其中个人或企业（附属公司）通过推广另一家公司的产品或服务来赚取佣金。
Example: Becoming an affiliate for an e-commerce store and earning a percentage of sales generated through referral links.
示例： 成为电子商务商店的联盟成员，并从通过推荐链接产生的销售额中获得一定比例的收入。
After-Sales Service (4)
售后服务 （4）
Definition: Support and assistance provided to customers after purchasing a product or service, including technical support, maintenance, and customer care.
定义： 买家在购买商品或服务后获得的支持和帮助，包括技术支持、维护和客户服务。
Example: An electronics company offering 24/7 customer service hotline and on-site repair services for its products.
示例：一家电子公司为其产品提供 24/7 全天候客户服务热线和现场维修服务。
Agent (5)
代理 （5）
Definition: An intermediary who represents a producer and facilitates transactions between the producer and buyers.
定义：代表生产者并促进生产者和购买者之间交易的中介。
Example: A real estate agent helping a homeowner sell their property to potential buyers.
示例：房地产经纪人帮助房主将他们的房产出售给潜在买家。
Agile Development (15)
敏捷开发 （15）
Definition: An iterative and flexible approach to product development that emphasizes collaboration, adaptability, and continuous improvement.
定义：一种迭代且灵活的产品开发方法，强调协作、适应性和持续改进。
Example: Software development teams often use agile methodologies like Scrum or Kanban to quickly respond to changing requirements and deliver incremental product updates.
示例：软件开发团队经常使用 Scrum 或 Kanban 等敏捷方法来快速响应不断变化的需求并提供增量产品更新。
AIDA Model (6)
AIDA 模型 （6）
Definition: A communication model that represents the stages of customer response to a marketing message - Attention, Interest, Desire, and Action. The AIDA model is used to structure persuasive communication to guide customers through the decision-making process.
定义：一种通信模型，表示客户对营销消息的响应阶段 - 关注、兴趣、欲望和行动。AIDA 模型用于构建有说服力的沟通，以指导客户完成决策过程。
Example: An advertising campaign for a new smartphone follows the AIDA model by grabbing the audience's attention with a captivating visual, generating interest by highlighting unique features, creating desire by showcasing the benefits, and prompting action through a clear call-to-action.
示例：新智能手机的广告活动遵循 AIDA 模型，通过引人入胜的视觉效果吸引受众的注意力，通过突出独特功能来激发兴趣，通过展示优势来激发欲望，并通过明确的号召性用语促使采取行动。
Apology (13)
道歉 （13）
Definition: A sincere expression of regret or remorse for a service failure.
定义：对服务失败的真诚遗憾或悔恨。
Example: A restaurant manager personally apologizing to a customer for a mistake in their order and offering a complimentary meal as a gesture of apology.
示例： 餐厅经理亲自为顾客的订单错误道歉，并提供免费餐食以示歉意。
Average Order Value (AOV) (14)
平均订单价值 （AOV） （14）
Definition: The average dollar amount spent by customers per order. It is calculated by dividing the total revenue by the number of orders.
定义： 买家每个订单的平均消费金额。计算方法是将总收入除以订单数量。
Example: If a company generates $10,000 in revenue from 100 orders, the AOV would be $100 ($10,000 / 100 orders).
示例：如果一家公司从 100 个订单中产生了 10000 USD 的收入，则 AOV 将为 100 USD（10000 USD/100 个订单）。
Behavioral Segmentation (7, 11)
行为细分 （7， 11）
Definition: Segmenting the market based on consumers' behaviors, such as their purchasing patterns, usage frequency, brand loyalty, and benefits sought. This segmentation approach helps businesses identify and target customers who exhibit similar buying behaviors.
定义：根据消费者的行为（例如他们的购买模式、使用频率、品牌忠诚度和寻求的利益）对市场进行细分。这种细分方法可帮助企业识别和定位表现出相似购买行为的客户。
Example: a coffee chain may target frequent coffee drinkers who visit their stores daily.
示例： 咖啡连锁店可能会定位每天光顾其门店的经常喝咖啡的人。
Benchmarking (14)
标杆 （14）
Definition: The practice of comparing an organization's performance against industry standards or competitors. It helps identify areas of improvement and sets performance targets based on industry best practices.
定义：将组织的绩效与行业标准或竞争对手进行比较的做法。它有助于确定需要改进的领域，并根据行业最佳实践设定性能目标。
Example: A company may benchmark its customer satisfaction scores against industry averages to gauge its level of customer service and identify areas for improvement.
示例：公司可能会将其客户满意度分数与行业平均水平进行比较，以衡量其客户服务水平并确定需要改进的领域。
Brainstorming (15)
头脑风暴 （15）
Definition: A group creativity technique used to generate a large number of ideas. It involves encouraging free thinking, idea sharing, and collaboration.
定义：一种用于产生大量想法的团队创造力技术。它涉及鼓励自由思考、想法分享和协作。
Example: A marketing team holds a brainstorming session to generate ideas for a new advertising campaign.
示例：营销团队召开头脑风暴会议，为新的广告活动产生想法。
Brand Equity (4, 6, 14)
品牌资产 （4， 6， 14）
Definition: The value and strength of a brand in the minds of consumers, including brand awareness, brand associations, perceived quality, and brand loyalty. Building brand equity involves consistent and effective communication strategies that create positive brand perceptions.
定义： 品牌在消费者心目中的价值和实力，包括品牌知名度、品牌联想、感知质量和品牌忠诚度。建立品牌资产涉及一致且有效的沟通策略，以创造积极的品牌认知。
Example: A well-established sports apparel brand enjoys high brand equity due to its strong reputation for quality, style, and performance, resulting in customer loyalty and a premium price positioning.
示例： 一个成熟的运动服装品牌因其在质量、风格和性能方面的良好声誉而享有很高的品牌资产，从而获得了买家忠诚度和优质的价格定位。
Brand Extension (4)
品牌延伸 （4）
Definition: Introducing a new product or service under an existing brand name to leverage its established brand equity.
定义： 以现有品牌名称推出新商品或服务，以利用其已建立的品牌资产。
Example: Nike expanding from athletic footwear to sportswear, accessories, and equipment.
示例：Nike 从运动鞋扩展到运动服、配饰和设备。
Brand Image (6, 11)
品牌形象 （6， 11）
Definition: The overall perception and impression that customers have of a brand. Brand image is influenced by various factors, including product quality, customer service, brand reputation, and marketing communications. It is important for a brand to maintain a positive and consistent image to build trust and loyalty among customers.
定义： 顾客对品牌的整体认知和印象。品牌形象受多种因素影响，包括产品质量、客户服务、品牌声誉和营销传播。对于品牌来说，保持积极一致的形象以在顾客之间建立信任和忠诚度非常重要。
Example: A luxury hotel chain has a brand image of exclusivity, elegance, and exceptional service, which attracts affluent travelers seeking a high-end hospitality experience.
示例：一家豪华连锁酒店拥有独特、优雅和卓越服务的品牌形象，吸引了寻求高端酒店体验的富裕旅客。
Brand Personality (11)
品牌个性 （11）
Definition: The human-like characteristics and traits associated with a brand. It helps create an emotional connection and brand identity in the minds of consumers. Brand personality can be portrayed through branding elements, communication style, and brand experiences.
定义：与品牌相关的类人特征和特征。它有助于在消费者心目中建立情感联系和品牌形象。品牌个性可以通过品牌元素、沟通风格和品牌体验来描绘。
Example: a sports apparel brand may have a brand personality that is energetic, competitive, and adventurous.
示例： 运动服装品牌可能具有充满活力、竞争性和冒险精神的品牌个性。
Brand Positioning (11)
品牌定位 （11）
Definition: The specific position or image that a brand occupies in the minds of consumers. It is the result of deliberate efforts to create a distinct and desirable brand perception. Brand positioning helps shape customer perceptions, loyalty, and purchasing decisions.
定义： 品牌在消费者心目中占据的特定位置或形象。这是刻意努力创造独特且令人向往的品牌认知的结果。品牌定位有助于塑造客户认知、忠诚度和购买决策。
Example: an athletic shoe brand may position itself as a provider of high-performance footwear for professional athletes.
示例： 运动鞋品牌可能将自己定位为为专业运动员的高性能鞋类供应商。
Brand Standardization (9)
品牌标准化 （9）
Definition: Maintaining a consistent brand image and marketing approach across different markets without significant modifications.
定义： 在不同市场保持一致的品牌形象和营销方法，且不进行重大修改。
Example: McDonald's using the same menu items, packaging, and branding elements worldwide.
示例：麦当劳在全球范围内使用相同的菜单项、包装和品牌元素。
Branding (4)
品牌 （4）
Definition: The process of creating and promoting a unique brand image for a product or service to differentiate it from competitors and establish customer loyalty.
定义： 为产品或服务创建和推广独特品牌形象以使其与竞争对手区分开来并建立客户忠诚度的过程。
Example: Coca-Cola's iconic brand image and logo that distinguishes it from other cola brands.
示例： 可口可乐的标志性品牌形象和徽标，使其有别于其他可乐品牌。
Brick-and-Mortar (5)
实体店 （5）
Definition: Refers to traditional physical retail stores with a physical presence, usually a physical building or storefront, where customers can visit to browse and purchase products.
定义： 指具有实体店的传统实体零售店，通常是实体建筑或店面，顾客可以前往那里浏览和购买商品。
Example: A local bookstore where customers can browse shelves, interact with staff, and make purchases in person.
示例： 一家本地书店，客户可以在这里浏览书架、与员工互动并亲自购物。
Broker (5)
经纪人 （5）
Definition: An intermediary who connects buyers and sellers, often in exchange for a commission.
定义：连接买家和卖家的中介，通常以换取佣金。
Example: A stockbroker who facilitates the buying and selling of securities for clients.
示例：为客户买卖证券提供便利的股票经纪人。
Budgeting (7)
预算编制（7）
Definition: Budgeting refers to the process of allocating financial resources for marketing activities, ensuring that expenses align with strategic goals and provide a positive return on investment.
定义： 预算是指为营销活动分配财务资源的过程，确保费用与战略目标保持一致并提供积极的投资回报。
Example: An electronics company setting aside a specific budget for product launches, advertising, trade shows, and market research.
示例： 一家电子公司为商品发布、广告、贸易展览和市场研究预留了特定预算。
Business Growth (15)
业务增长 （15）
Definition: The increase in sales, revenue, or market share of a company. Innovation is essential for driving business growth by attracting new customers and expanding into new markets. Example: Amazon's introduction of Amazon Prime contributed to its significant business growth.
定义：公司的销售额、收入或市场份额的增长。创新对于通过吸引新客户和拓展新市场来推动业务增长至关重要。示例： 亚马逊推出 Amazon Prime 有助于其显著的业务增长。
Call-to-Action (CTA) (6, 8)
号召性用语 （CTA） （6， 8）
Definition: A specific instruction or prompt given to the target audience to encourage them to take a desired action, such as making a purchase, visiting a website, or signing up for a newsletter.
定义： 向目标受众提供的具体说明或提示，以鼓励他们采取所需的操作，例如购买、访问网站或注册时事通讯。
Example: An online banner ad includes a CTA button that says, "Shop Now," directing users to click and visit the company's e-commerce website to explore and purchase products.
示例： 在线横幅广告包含一个 CTA 按钮，上面写着“立即购买”，引导用户点击并访问公司的电子商务网站以探索和购买商品。
Cannibalization (4)
蚕食（4）
Definition: The situation where a new product or service reduces sales or demand for an existing product within the same company.
定义：新产品或服务减少同一公司内现有产品的销售额或需求的情况。
Example: The release of a newer and more advanced smartphone model leading to a decline in sales of the older model.
示例：更新、更先进的智能手机型号的发布导致旧型号的销量下降。
Carbon Footprint (10)
碳足迹 （10）
Definition: The amount of greenhouse gas emissions, particularly carbon dioxide, produced as a result of human activities.
定义：人类活动产生的温室气体排放量，特别是二氧化碳。
Example: Conducting a life cycle assessment to measure and reduce the carbon footprint of a product from production to disposal.
示例： 进行生命周期评估，以衡量和减少产品从生产到废弃的碳足迹。
Cause-related Marketing (10)
公益营销 （10）
Definition: Marketing initiatives where a company aligns itself with a social or environmental cause to create a positive brand image and contribute to the cause.
定义： 公司与社会或环境事业保持一致，以创造积极的品牌形象并为该事业做出贡献的营销计划。
Example: A company donating a portion of its sales to an organization fighting against child hunger.
示例：一家公司将其部分销售额捐赠给一家与儿童饥饿作斗争的组织。
Channel Intermediaries (5)
渠道中介 （5）
Definition: The entities or organizations that assist in the movement of products or services between the producer and the end consumer.
定义：协助产品或服务在生产者和最终消费者之间移动的实体或组织。
Examples include wholesalers, retailers, agents, brokers, and distributors.
示例包括批发商、零售商、代理商、经纪人和分销商。
Churn Rate (12, 14)
流失率 （12， 14）
Definition: The rate at which customers stop using a product or service over a given period of time. It is used to measure customer attrition and retention.
定义： 客户在给定时间段内停止使用产品或服务的速度。它用于衡量客户流失率和保留率。
Example: If a company had 500 customers at the beginning of the month and lost 50 customers by the end of the month, the churn rate would be 10% (50 lost customers / 500 total customers).
示例：如果一家公司在月初有 500 个客户，到月底失去了 50 个客户，则流失率为 10%（50 个流失客户/总共 500 个客户）。
Circular Economy (10)
循环经济 （10）
Definition: Designing products and processes to minimize waste and maximize the reuse, recycling, or repurposing of resources.
定义：设计产品和流程以最大限度地减少浪费并最大限度地重复使用、回收或再利用资源。
Example: Developing a take-back program for electronic devices to ensure proper recycling and reuse of components.
示例：为电子设备制定回收计划，以确保组件的正确回收和再利用。
Click-and-Mortar (5)
卡入式砂浆 （5）
Definition: A business model that combines both online (e-commerce) and physical (brick-and-mortar) retail presence. It allows customers to interact and transact with a company through both online and offline channels.
定义： 一种结合了在线 （电子商务） 和实体 （实体店） 零售业务的商业模式。它允许客户通过线上和线下渠道与公司互动和交易。
Example: A well-known department store that operates physical stores but also offers an online shopping website for customers to purchase products.
示例： 一家知名的百货公司，经营实体店，但也提供在线购物网站供客户购买产品。
Click-Through Rate (CTR) (14)
点击率 （CTR） （14）
Definition: A metric used to measure the percentage of people who click on a specific link or call-to-action out of the total number of impressions or views. It is commonly used in email marketing and digital advertising.
定义： 用于衡量点击特定链接或号召性用语的用户占展示次数或浏览总数的百分比的指标。它常用于电子邮件营销和数字广告。
Example: An email campaign receives 1,000 clicks out of 10,000 delivered emails, resulting in a CTR of 10% (1,000 clicks / 10,000 emails).
示例：电子邮件营销活动在已发送的 10,000 封电子邮件中获得了 1,000 次点击，点击率为 10%（1,000 次点击/10,000 封电子邮件）。
CLV Calculation (12)
CLV 计算 （12）
Definition: The process of estimating the monetary value a customer will generate over their lifetime.
定义： 估算客户在其生命周期内将产生的货币价值的过程。
Example: A retail store calculates CLV by multiplying the average purchase value by the purchase frequency and multiplying it by the expected lifespan of a customer.
示例：一家零售店通过将平均购买价值乘以购买频率，再乘以客户的预期寿命来计算 CLV。
CLV Enhancement (12)
CLV 增强 （12）
Definition: Strategies implemented to increase the value of customer relationships and maximize CLV.
定义：为增加客户关系价值和最大化 CLV 而实施的策略。
Example: An online streaming platform offers personalized content recommendations and exclusive discounts to subscribers to encourage prolonged engagement and increase CLV.
示例： 在线流媒体平台为订阅者提供个性化内容推荐和独家折扣，以鼓励长期参与并提高 CLV。
Commercialization (15)
商业化 （15）
Definition: The process of introducing a new product into the market and maximizing its adoption and success.
定义：将新产品推向市场并最大限度地提高其采用率和成功率的过程。
Example: A technology company develops a comprehensive commercialization strategy to position, price, and promote a new software application.
示例：一家技术公司制定了一项全面的商业化战略，以定位、定价和推广新的软件应用程序。
Communication Mix (6)
通信混合（6）
Definition: The combination of different communication tools and tactics used by an organization to deliver its marketing messages to the target audience. The communication mix includes advertising, public relations, sales promotion, personal selling, and other forms of communication.
定义：组织用来向目标受众传递营销信息的不同通信工具和策略的组合。传播组合包括广告、公共关系、促销、个人销售和其他形式的传播。
Example: A company creates a communication mix for a product launch, which includes running television ads, organizing a press conference, offering promotional discounts, and training sales representatives to engage in personal selling.
示例： 一家公司为商品发布会创建通信组合，其中包括投放电视广告、组织新闻发布会、提供促销折扣以及培训销售代表进行个人销售。
Community Engagement (10)
社区参与 （10）
Definition: Actively participating in and supporting local communities through initiatives and partnerships.
定义：通过倡议和合作伙伴关系积极参与和支持当地社区。
Example: Sponsoring local events, organizing volunteer programs, or providing support to community organizations.
示例：赞助当地活动、组织志愿者计划或为社区组织提供支持。
Community Management (8)
社区管理 （8）
Definition: The practice of engaging and building relationships with an online community or social media followers through active participation, responding to comments, and addressing customer concerns.
定义： 通过积极参与、回复评论和解决买家问题，与在线社区或社交媒体关注者互动并建立关系的做法。
Example: Monitoring comments on Facebook posts and promptly replying to customer inquiries or feedback.
示例： 监控 Facebook 帖子上的评论并及时回复客户查询或反馈。
Competitive Advantage (11, 15)
竞争优势 （11， 15）
Definition: The unique set of strengths and resources that enable a business to outperform its competitors and achieve superior market position. It can be achieved through various factors such as product differentiation, cost leadership, superior customer service, or technological innovation. Innovation can provide a competitive advantage by offering unique products or services.
定义： 使企业能够超越竞争对手并获得卓越市场地位的独特优势和资源。它可以通过各种因素来实现，例如产品差异化、成本领先、卓越的客户服务或技术创新。创新可以通过提供独特的产品或服务来提供竞争优势。
Example: Tesla's electric vehicles have a competitive advantage over traditional gasoline-powered cars due to their sustainability and advanced technology.
示例：特斯拉的电动汽车由于其可持续性和先进的技术，与传统汽油动力汽车相比具有竞争优势。
Competitive Advantage Analysis (11)
竞争优势分析 （11）
Definition: The process of evaluating and assessing the factors that contribute to a company's competitive advantage in the market. Competitive advantage analysis involves identifying and analyzing the company's strengths, weaknesses, opportunities, and threats. It helps uncover areas where the company has a competitive edge and areas that need improvement.
定义：评估和评价有助于公司在市场上竞争优势的因素的过程。竞争优势分析涉及识别和分析公司的优势、劣势、机会和威胁。它有助于发现公司具有竞争优势的领域和需要改进的领域。
Example: a software company may conduct a competitive advantage analysis to assess its technological capabilities, customer service, pricing strategy, and market reputation.
示例：软件公司可能会进行竞争优势分析，以评估其技术能力、客户服务、定价策略和市场声誉。
Competitive Analysis (11, 14)
竞争分析（11， 14）
Definition: The process of evaluating and analyzing the strengths and weaknesses of competitors in the market. Competitive analysis helps identify the competitive landscape, understand competitor strategies, and uncover opportunities for differentiation and competitive advantage. It involves assessing factors such as competitor product offerings, pricing strategies, distribution channels, and marketing tactics.
定义： 评估和分析市场上竞争对手的优势和劣势的过程。竞争分析有助于识别竞争态势，了解竞争对手的战略，并发现实现差异化和竞争优势的机会。它涉及评估竞争对手的产品供应、定价策略、分销渠道和营销策略等因素。
Example: a smartphone manufacturer may conduct a competitive analysis to understand how rival brands position their products and identify areas for improvement or differentiation.
示例：智能手机制造商可能会进行竞争分析，以了解竞争对手品牌如何定位其产品并确定需要改进或差异化的领域。
Competitive Benchmarking (15)
竞争基准 （15）
Definition: The process of comparing a company's products, services, or processes with those of its direct competitors to identify areas for improvement and competitive advantage. Example: A mobile phone manufacturer conducts competitive benchmarking to assess the features, performance, and pricing of its products compared to rival brands.
定义：将公司的产品、服务或流程与其直接竞争对手的产品、服务或流程进行比较，以确定需要改进的领域和竞争优势的过程。示例： 一家手机制造商进行竞争性基准测试，以评估其商品的功能、性能和价格与竞争对手品牌的比较。
Competitive Landscape (9)
竞争格局 （9）
Definition: The overall structure and dynamics of the market, including the presence of rival brands, market share, and industry trends.
定义：市场的整体结构和动态，包括竞争对手品牌的存在、市场份额和行业趋势。
Example: Analyzing the competitive landscape to identify opportunities and challenges for global brand positioning and differentiation.
示例：分析竞争格局，以确定全球品牌定位和差异化的机遇和挑战。
Competitive Positioning (11)
竞争定位 （11）
Definition: The process of positioning a product or brand in relation to its competitors in the market. Competitive positioning aims to create a distinct and advantageous position that differentiates the offering from others in the same category. It involves identifying and leveraging unique strengths and advantages to outperform competitors.
定义： 将产品或品牌与市场上的竞争对手进行定位的过程。竞争定位旨在创造一个独特而有利的地位，使产品与同类别的其他产品区分开来。它涉及识别和利用独特的优势和优势来超越竞争对手。
Example: a fast-food chain may position itself as offering quick, affordable meals with a focus on quality ingredients to differentiate from other fast-food competitors.
示例：快餐连锁店可能将自己定位为提供快速、实惠的餐点，专注于优质食材，以区别于其他快餐竞争对手。
Competitor Analysis (2)
竞争对手分析 （2）
Definition: The assessment of key competitors, their strategies, strengths, weaknesses, and market share to gain a competitive advantage.
定义： 对主要竞争对手、他们的战略、优势、劣势和市场份额的评估，以获得竞争优势。
Example: a smartphone manufacturer analyzes competitor pricing, features, and marketing tactics to position its products effectively.
示例：一家智能手机制造商分析竞争对手的定价、功能和营销策略，以有效地定位其产品。
Concentrated Marketing (11)
集中营销 （11）
Definition: A marketing strategy that focuses on a single market segment and directs all marketing efforts toward capturing and serving that segment effectively.
定义： 一种营销策略，它专注于单个细分市场，并将所有营销工作都引导到有效地捕获和服务于该细分市场。
Example: a specialty coffee brand may target coffee connoisseurs and enthusiasts with unique and premium blends.
示例： 精品咖啡品牌可能会以独特而优质的混合咖啡为目标市场。
Concentrated Targeting (11)
集中定位 （11）
Definition: Targeting a single market segment or niche market with a specialized marketing mix. This strategy focuses on serving the unique needs of a specific customer group.
定义： 通过专门的营销组合定位单个细分市场或利基市场。此策略侧重于满足特定客户群的独特需求。
Example: a boutique fitness studio may target fitness enthusiasts who prefer personalized training programs.
示例：精品健身工作室可能针对喜欢个性化训练计划的健身爱好者。
Concept Testing (15)
概念测试 （15）
Definition: The process of evaluating a product idea by presenting it to potential customers to gather feedback and assess its market potential.
定义： 通过向潜在客户展示产品创意以收集反馈并评估其市场潜力来评估产品创意的过程。
Example: A cosmetics company conducts concept testing to assess consumer interest in a new line of organic skincare products.
示例： 一家化妆品公司进行概念测试，以评估消费者对有机护肤新系列的兴趣。
Consumer Behavior (2, 9)
消费者行为 （2， 9）
Definition: The study of how individuals, groups, or organizations make decisions and allocate resources to satisfy their needs and wants. The actions, decisions, and purchasing patterns of individuals or groups when acquiring, using, or disposing of products or services.
定义：研究个人、团体或组织如何做出决策和分配资源以满足他们的需求和愿望。 个人或团体在购买、使用或处置产品或服务时的行为、决策和购买模式。
Example: Understanding consumer behavior helps a marketing team design targeted advertising campaigns that appeal to specific consumer segments. Understanding how cultural factors influence consumer behavior in terms of brand preferences, decision-making styles, and product usage.
示例：了解消费者行为有助于营销团队设计有针对性的广告活动，以吸引特定的消费者群体。 了解文化因素如何在品牌偏好、决策风格和产品使用方面影响消费者行为。
Consumer Privacy (10)
消费者隐私 （10）
Definition: Respecting and protecting consumers' personal information and ensuring its proper use.
定义：尊重和保护消费者的个人信息并确保其正确使用。
Example: Seeking explicit consent from customers before collecting their data for marketing purposes.
示例：在出于营销目的收集客户数据之前，先征得客户的明确同意。
Content Management System (CMS) (8)
内容管理系统 （CMS） （8）
Definition: A software platform that allows users to create, edit, and manage digital content on a website without the need for extensive coding knowledge.
定义： 一个软件平台，允许用户在网站上创建、编辑和管理数字内容，而无需广泛的编码知识。
Example: WordPress, Joomla, or Drupal.
示例：WordPress、Joomla 或 Drupal。
Content Marketing (8)
内容营销 （8）
Definition: Creating and distributing valuable and relevant content to attract and engage a target audience.
定义： 创建和分发有价值且相关的内容以吸引和吸引目标受众。
Example: Publishing blog articles, infographics, videos, or whitepapers that provide educational or entertaining information related to a brand's products or industry.
示例： 发布博客文章、信息图表、视频或白皮书，提供与品牌商品或行业相关的教育性或娱乐性信息。
Continuous Improvement (7, 15)
持续改进 （7， 15）
Definition: Continuous improvement emphasizes the ongoing refinement and enhancement of marketing strategies and tactics based on data-driven insights and feedback, aiming for continuous growth and adaptation.
定义：持续改进强调基于数据驱动的洞察和反馈不断完善和增强营销策略和战术，旨在实现持续增长和适应。
Example: A consumer goods company conducting regular customer surveys and analyzing market trends to identify emerging consumer needs and preferences, leading to product and marketing updates.Toyota's production system emphasizes continuous improvement to eliminate waste, improve quality, and increase efficiency.
示例：一家消费品公司定期进行客户调查并分析市场趋势，以确定新出现的消费者需求和偏好，从而获得产品和营销更新。丰田的生产系统强调持续改进，以消除浪费、提高质量和提高效率。
Conversion Rate (14)
转化率 （14）
Definition: The percentage of visitors or leads who take a desired action, such as making a purchase or subscribing to a newsletter. It indicates the effectiveness of a marketing campaign or sales funnel.
定义：采取所需操作（如购买或订阅新闻稿）的访客或潜在客户的百分比。它表示营销活动或销售渠道的有效性。
Example: A landing page receives 500 visits and generates 50 conversions, resulting in a conversion rate of 10% (50 conversions / 500 visits).
示例：登陆页面收到 500 次访问并产生 50 次转化，转化率为 10%（50 次转化/500 次访问）。
Conversion Rate Optimization (CRO) (8)
转化率优化 （CRO） （8）
Definition: The process of improving the percentage of website visitors who take desired actions, such as making a purchase or filling out a form.
定义： 提高采取所需操作（例如购买或填写表单）的网站访客百分比的过程。
Example: A/B testing different versions of a call-to-action button to determine which design yields the highest conversion rate.
示例：对行动号召按钮的不同版本进行 A/B 测试，以确定哪种设计的转化率最高。
Cost Leadership Strategy (11)
成本领先战略 （11）
Definition: A strategy focused on becoming the lowest-cost producer or provider within a particular market. Cost leadership strategies aim to achieve a competitive advantage by offering products or services at lower prices than competitors while maintaining acceptable levels of quality. This can be achieved through economies of scale, efficient operations, or innovative cost-saving measures.
定义：专注于成为特定市场中成本最低的生产商或供应商的战略。成本领先战略旨在通过以低于竞争对手的价格提供产品或服务，同时保持可接受的质量水平来实现竞争优势。这可以通过规模经济、高效运营或创新的成本节约措施来实现。
Example: a discount retailer may adopt a cost leadership strategy by offering a wide range of products at affordable prices.
示例：折扣零售商可能会采用成本领先策略，以实惠的价格提供各种产品。
Cost per Acquisition (CPA) (14)
每次获取成本 （CPA） （14）
Definition: A metric that calculates the average cost of acquiring a new customer. It is calculated by dividing the total marketing costs by the number of new customers acquired.
定义：计算获取新客户的平均成本的指标。它是通过将总营销成本除以获得的新客户数量来计算的。
Example: If a company spends $5,000 on marketing efforts and acquires 100 new customers, the CPA would be $50 ($5,000 / 100).
示例：如果一家公司在营销工作上花费了 5,000 美元并获得了 100 个新客户，则 CPA 将为 50 美元 （5,000 美元 / 100）。
Cost per Click (CPC) (14)
每次点击成本 （CPC） （14）
Definition: The average cost incurred by an advertiser for each click on their online ad. It is commonly used in pay-per-click (PPC) advertising campaigns.
定义： 广告主每次点击其在线广告所产生的平均费用。它通常用于按点击付费 （PPC） 广告活动。
Example: An advertiser spends $500 on an ad campaign and receives 1,000 clicks, resulting in a CPC of $0.50 ($500 / 1,000 clicks).
示例： 广告主在广告活动上花费了 $500 美元，获得了 1000 次点击，最终的每次点击费用为 $0.50（500 美元/1000 次点击）。
CRM Dashboards (12)
CRM 仪表板 （12）
Definition: Visual representations of key performance indicators and metrics that provide real-time insights into customer relationships and business performance.
定义：关键绩效指标和指标的可视化表示形式，提供对客户关系和业务绩效的实时洞察。
Example: A sales team monitors their CRM dashboard, which displays metrics like deal pipeline, conversion rates, and customer satisfaction scores.
示例：销售团队监控他们的 CRM 控制面板，该控制面板显示交易渠道、转化率和客户满意度得分等指标。
CRM Integration (12)
CRM 集成 （12）
Definition: The process of connecting CRM systems with other organizational systems to enable seamless data flow and enhance operational efficiency.
定义：将 CRM 系统与其他组织系统连接起来，以实现无缝数据流并提高运营效率的过程。
Example: An e-commerce company integrates its CRM system with its email marketing platform to synchronize customer data and send targeted email campaigns based on purchase history.
示例：一家电子商务公司将其 CRM 系统与其电子邮件营销平台集成，以同步客户数据并根据购买历史记录发送有针对性的电子邮件活动。
CRM Reporting (12)
CRM 报告 （12）
Definition: The generation and analysis of reports and metrics related to customer relationships, sales, and marketing activities.
定义：生成和分析与客户关系、销售和营销活动相关的报告和量度。
Example: A sales manager reviews CRM reports to track sales performance, monitor team activities, and identify areas for improvement.
示例：销售经理查看 CRM 报告以跟踪销售业绩、监控团队活动并确定需要改进的领域。
CRM Systems (12)
CRM 系统 （12）
Definition: Software platforms or applications designed to manage customer interactions, data, and relationships.
定义：旨在管理客户交互、数据和关系的软件平台或应用程序。
Example: A company utilizes a CRM system to store customer information, track sales activities, and manage customer service inquiries.
示例：一家公司利用 CRM 系统来存储客户信息、跟踪销售活动和管理客户服务查询。
Cross-Cultural Communication (9)
跨文化交际 （9）
Definition: The process of exchanging information and messages between individuals from different cultural backgrounds, taking into account cultural nuances and communication styles.
定义：考虑到文化差异和沟通方式，在不同文化背景的个人之间交换信息和信息的过程。
Example: Adapting marketing communications to effectively convey messages across different languages, idioms, and cultural references.
示例：调整营销传播以有效地传达不同语言、习语和文化参考的信息。
Cross-Functional Collaboration (15)
跨职能协作 （15）
Definition: Collaboration among different departments and teams within an organization to work together on NPD projects. Example: Marketing, R&D, and operations teams collaborate to develop and launch a new product.
定义：组织内不同部门和团队之间的协作，共同完成 NPD 项目。示例：营销、研发和运营团队协作开发和推出新产品。
Cross-Functional Teams (15)
跨职能团队 （15）
Definition: Multidisciplinary teams composed of individuals from different departments or functions within an organization, working together on a specific project or goal.
定义：由来自组织内不同部门或职能的个人组成的多学科团队，共同致力于特定的项目或目标。
Example: An automotive company forms a cross-functional team consisting of engineers, designers, marketers, and supply chain experts to develop a new electric vehicle.
示例：一家汽车公司组建了一个由工程师、设计师、营销人员和供应链专家组成的跨职能团队，以开发一款新的电动汽车。
Cross-Promotion (6)
交叉促销 （6）
Definition: A collaborative marketing strategy in which two or more complementary brands or products join forces to promote each other and reach a wider audience. Cross-promotion often involves shared advertising, bundled offerings, or joint events.
定义： 一种协作营销策略，其中两个或多个互补品牌或产品联手相互推广并覆盖更广泛的受众。交叉推广通常涉及共享广告、捆绑产品或联合活动。
Example: A sportswear brand and a fitness equipment manufacturer collaborate to create a co-branded marketing campaign, featuring athletes endorsing both the clothing and the equipment.
示例： 一家运动服装品牌和一家健身器材制造商合作创建了一个联合品牌营销活动，让运动员同时为服装和设备代言。
Cross-Selling (12)
交叉销售 （12）
Definition: The practice of selling additional products or services to existing customers based on their needs and preferences.
定义： 根据现有买家的需求和偏好向他们销售其他产品或服务的做法。
Example: A telecommunications company offers its mobile phone customers the option to add a home internet service at a discounted rate.
示例：一家电信公司为其移动电话客户提供以折扣价添加家庭互联网服务的选项。
Cultural Dimensions (9)
文化维度 （9）
Definition: Various aspects of culture that influence consumer behavior and preferences, such as values, beliefs, attitudes, and communication styles.
定义：影响消费者行为和偏好的文化的各个方面，例如价值观、信仰、态度和沟通方式。
Example: Individualism versus collectivism is a cultural dimension that affects how consumers make purchase decisions and prioritize personal versus group interests.
示例：个人主义与集体主义是一个文化维度，它影响消费者如何做出购买决定以及优先考虑个人利益与群体利益。
Cultural Factors (2)
文化因素（2）
Definition: Beliefs, values, customs, and norms that shape consumer behavior and market preferences.
定义：塑造消费者行为和市场偏好的信仰、价值观、习俗和规范。
Example: A multinational food chain would adapt its menu offerings to suit cultural preferences and dietary habits in different countries.
示例： 一家跨国食品连锁店会调整其菜单产品，以适应不同国家的文化偏好和饮食习惯。
Cultural Sensitivity (9)
文化敏感性 （9）
Definition: Being aware of and respectful towards cultural differences, customs, and norms when developing marketing strategies.
定义： 在制定营销策略时，了解并尊重文化差异、习俗和规范。
Example: Modifying product packaging and messaging to align with cultural sensitivities regarding colors, symbols, or religious beliefs.
示例： 修改商品包装和信息，使其与颜色、符号或宗教信仰方面的文化敏感性保持一致。
Customer Acquisition (14)
客户获取 （14）
Definition: The process of attracting and converting new customers to purchase a product or service. It involves marketing strategies and tactics aimed at increasing customer base.
定义： 吸引新顾客并转化新顾客购买商品或服务的过程。它涉及旨在增加客户群的营销策略和战术。
Example: A company launches an advertising campaign targeting a new market segment to acquire new customers.
示例：一家公司针对新的细分市场启动广告活动以获取新客户。
Customer Acquisition Cost (CAC) (14)
获客成本 （CAC） （14）
Definition: The average cost a business incurs to acquire a new customer. It is calculated by dividing the total marketing and sales expenses by the number of new customers acquired during a specific period. It includes marketing and sales expenses.
定义： 企业为获取新客户而产生的平均成本。它是通过将营销和销售总费用除以特定时期内获得的新客户数量来计算的。它包括营销和销售费用。
Example: If a company spends $10,000 on marketing and acquires 100 new customers, the CAC would be $100.
示例：如果一家公司在营销上花费了 10000 美元并获得了 100 个新客户，则 CAC 将为 100 美元。
Customer Churn (12)
客户流失 （12）
Definition: The rate at which customers discontinue their relationship with a business.
定义： 客户终止与企业关系的速度。
Example: A subscription-based software company measures churn by tracking the number of customers who cancel their subscriptions each month.
示例：一家基于订阅的软件公司通过跟踪每月取消订阅的客户数量来衡量客户流失率。
Customer Churn Rate (14)
客户流失率 （14）
Customer Churn Rate: Definition: The rate at which customers stop doing business with a company over a specific period. It measures customer retention and loyalty.
Customer Churn Rate （客户流失率）：定义： 客户在特定时期内停止与公司开展业务的比率。它衡量客户保留率和忠诚度。
Example: If a company loses 10 out of 100 customers within a month, the churn rate is 10%.
示例：如果一家公司在一个月内失去了 100 个客户中的 10 个，则流失率为 10%。
Customer Complaint (13)
客户投诉 （13）
Definition: An expression of dissatisfaction regarding a service experienced by a customer.
定义：对客户体验到的服务表示不满。
Example: A customer lodging a complaint about a delayed flight and the inconvenience it caused.
示例： 买家就航班延误及其造成的不便提出投诉。
Customer Data Management (12)
客户数据管理 （12）
Definition: The process of collecting, organizing, and analyzing customer data to gain insights and improve decision-making.
定义：收集、组织和分析客户数据以获得洞察和改进决策的过程。
Example: A retail store uses customer data management techniques to analyze purchasing patterns and demographics to target specific customer segments effectively.
示例：一家零售店使用客户数据管理技术来分析购买模式和人口统计数据，以有效地定位特定的客户群。
Customer Engagement (14)
客户参与 （14）
Definition: The level of interaction and involvement of customers with a brand, product, or service. It includes actions such as likes, comments, shares, and reviews.
定义： 买家与品牌、商品或服务的互动和参与程度。它包括点赞、评论、分享和评论等操作。
Example: A company's interactive social media campaign generates high customer engagement with numerous likes, comments, and shares.
示例：一家公司的交互式社交媒体活动通过大量点赞、评论和分享产生了很高的客户参与度。
Customer Expectations (13)
客户期望 （13）
Definition: The beliefs and desires a customer holds about a service.
定义：客户对服务的信念和愿望。
Example: A customer expecting fast and friendly service at a restaurant based on previous experiences and word-of-mouth recommendations.
示例： 买家根据以前的体验和口碑推荐，期望在餐厅获得快速友好的服务。
Customer Feedback (12, 13, 14)
客户反馈 （12， 13， 14）
Definition: The information, opinions, and suggestions provided by customers about their experiences with a product, service, or brand. It helps companies understand customer needs and preferences.
定义： 买家提供的有关其商品、服务或品牌体验的信息、意见和建议。它可以帮助公司了解客户需求和偏好。
Example: A company collects customer feedback through surveys, online reviews, and social media comments to improve its products and services.
示例：一家公司通过调查、在线评论和社交媒体评论收集客户反馈，以改进其产品和服务。
Customer Lifetime Value (CLV) (12, 14)
客户生命周期价值 （CLV） （12， 14）
Definition: The predicted net profit a company expects to earn over the entire relationship with a customer. It takes into account the customer's purchasing behavior, average order value, and retention rate.
定义：公司预期在与客户的整个关系中获得的预测净利润。它考虑了客户的购买行为、平均订单价值和保留率。
Example: A telecommunications company calculates the CLV of a customer by considering their average monthly spend, the length of their subscription, and the likelihood of retention. If a customer makes an average purchase of $100 every month and remains a customer for two years, the CLV would be $2,400 ($100 * 12 months * 2 years).
示例：一家电信公司通过考虑客户的平均每月支出、订阅时长和留存的可能性来计算客户的 CLV。如果客户平均每月购买 100 美元并保持客户身份两年，则 CLV 将为 2,400 美元（100 美元 * 12 个月 * 2 年）。
Customer Lifetime Value-to-Customer Acquisition Cost Ratio (CLV:CAC) (14)
客户生命周期价值与客户获取成本比 （CLV：CAC）（14）
Definition: The ratio that compares the value a customer brings over their lifetime to the cost of acquiring that customer. It helps assess the profitability of acquiring and retaining customers.
定义： 将客户在其生命周期内带来的价值与获取该客户的成本进行比较的比率。它有助于评估获取和留住客户的盈利能力。
Example: If the CLV is $1,000 and the CAC is $100, the CLV:CAC ratio is 10:1.
示例：如果 CLV 为 1,000 美元，CAC 为 100 美元，则 CLV：CAC 比率为 10：1。
Customer Loyalty (12)
客户忠诚度 （12）
Definition: The degree of commitment, attachment, and preference a customer has towards a brand, resulting in repeated purchases and advocacy.
定义： 顾客对品牌的承诺、依恋和偏好程度，从而导致重复购买和宣传。
Example: A loyal customer of a coffee shop frequents the establishment regularly, recommends it to friends, and actively engages with the brand on social media.
示例： 一家咖啡店的忠实顾客经常光顾这家店，将其推荐给朋友，并在社交媒体上积极与该品牌互动。
Customer Needs (15)
客户需求 （15）
Definition: The desires, preferences, and requirements of customers that a company aims to fulfill. Innovation helps companies meet evolving customer needs and preferences. Example: Netflix's shift from DVD rentals to streaming services addressed customers' desire for on-demand and convenient content.
定义： 公司旨在满足客户的愿望、偏好和要求。创新可帮助公司满足不断变化的客户需求和偏好。示例： Netflix 从 DVD 租赁转向流媒体服务，满足了客户对点播和便捷内容的需求。
Customer Relationship Management (CRM) System (8)
客户关系管理系统 （8）
Definition: A software tool or platform used to manage and analyze customer interactions and data throughout the customer lifecycle.
定义：用于在整个客户生命周期中管理和分析客户交互和数据的软件工具或平台。
Example: Salesforce, HubSpot, or Zoho CRM.
示例：Salesforce、HubSpot 或 Zoho CRM。
Customer Retention (13)
客户保留率 （13）
Definition: The ability of a business to retain existing customers over a period of time.
定义： 企业在一段时间内留住现有客户的能力。
Example: A telecommunications company implementing a loyalty program to reward long-term customers and reduce churn.
示例：一家电信公司实施忠诚度计划以奖励长期客户并减少客户流失。
Customer Retention Rate (14)
客户保留率 （14）
Definition: The percentage of customers that a company retains over a specific period. It is calculated by subtracting the number of lost customers from the number of customers at the beginning of the period, divided by the number of customers at the beginning of the period.
定义：公司在特定时期内保留的客户百分比。计算方法是将期间开始时的客户数量减去流失的客户数量，再除以期间开始时的客户数量。
Example: A company starts with 500 customers and loses 50 customers, resulting in a retention rate of 90% (450 retained customers / 500 customers).
示例：一家公司开始时有 500 个客户，然后失去了 50 个客户，因此保留率为 90%（450 个保留客户/500 个客户）。
Customer Satisfaction (12, 13)
客户满意度 （12， 13）
Definition: The extent to which customers' expectations are met or exceeded by the service received.
定义：所接受的服务满足或超出客户期望的程度。
Example: A hotel conducts regular guest satisfaction surveys to evaluate the quality of its amenities, staff performance, and overall experience.
示例：一家酒店定期进行客人满意度调查，以评估其设施质量、员工绩效和整体体验。
Customer Satisfaction Score (CSAT) (14)
客户满意度得分 （CSAT） （14）
Definition: A metric used to assess the level of customer satisfaction with a product, service, or interaction. It is typically measured through surveys or feedback ratings.
定义： 用于评估客户对产品、服务或交互的满意度的指标。它通常通过调查或反馈评级来衡量。
Example: A company conducts a CSAT survey, and 80% of respondents indicate that they are satisfied with their recent purchase.
示例：一家公司进行了一项 CSAT 调查，80% 的受访者表示他们对最近的购买感到满意。
Customer Segmentation (12, 14)
客户细分 （12， 14）
Definition: The process of dividing a customer base into distinct groups based on common characteristics and behaviors. It helps tailor marketing strategies and messages to specific customer segments.
定义：根据共同特征和行为将客户群划分为不同组的过程。它有助于为特定的客户群定制营销策略和消息。
Example: An online retailer segments its customers into groups based on demographics, purchasing habits, and interests to deliver personalized marketing campaigns.
示例：一家在线零售商根据人口统计、购买习惯和兴趣将其客户细分为多个组，以提供个性化的营销活动。
Customer Segmentation Analysis (12)
客户细分分析 （12）
Definition: The examination of customer segments to identify patterns, preferences, and behaviors for more targeted marketing efforts.
定义：检查客户细分以确定模式、偏好和行为，以便开展更有针对性的营销工作。
Example: A grocery store conducts customer segmentation analysis to identify specific segments such as health-conscious shoppers or budget-conscious families, tailoring marketing campaigns and product offerings accordingly.
示例：一家杂货店进行客户细分分析，以确定特定细分市场，例如注重健康的购物者或注重预算的家庭，并相应地定制营销活动和产品供应。
Customer Service Automation (12)
客户服务自动化 （12）
Definition: The use of technology, such as chatbots or self-service portals, to automate customer service interactions.
定义：使用聊天机器人或自助服务门户等技术来自动化客户服务交互。
Example: A telecommunications company employs a chatbot on its website to answer common customer inquiries and troubleshoot basic issues.
示例：一家电信公司在其网站上使用聊天机器人来回答常见的客户查询并解决基本问题。
Data Analysis (3)
数据分析 （3）
Definition: The process of examining and interpreting data to derive meaningful insights and conclusions.
定义：检查和解释数据以得出有意义的见解和结论的过程。
Example: A company analyzes sales data to identify patterns and trends, such as peak buying seasons or popular product categories.
示例： 公司分析销售数据以确定模式和趋势，例如购买旺季或热门产品类别。
Data Analytics (12)
数据分析 （12）
Definition: The process of examining large datasets to discover patterns, insights, and trends that aid in decision-making.
定义：检查大型数据集以发现有助于决策的模式、见解和趋势的过程。
Example: An e-commerce company uses data analytics to analyze customer browsing behavior and identify opportunities for targeted marketing campaigns.
示例：一家电子商务公司使用数据分析来分析客户浏览行为并确定有针对性的营销活动的机会。
Data Integration (12)
数据集成 （12）
Definition: The process of combining data from various sources and systems into a unified and consistent format for analysis and decision-making.
定义：将来自各种来源和系统的数据组合成统一一致的格式以进行分析和决策的过程。
Example: An e-commerce retailer integrates its customer data from online purchases, social media interactions, and customer support channels to create a comprehensive customer profile.
示例：一家电子商务零售商整合了来自在线购买、社交媒体互动和客户支持渠道的客户数据，以创建全面的客户档案。
Data Interpretation (3)
数据解释 （3）
Definition: The process of making sense of research findings, drawing conclusions, and providing meaningful recommendations.
定义：理解研究结果、得出结论和提供有意义的建议的过程。
Example: Based on survey responses, a company interprets that customers value product quality over price and recommends focusing on product differentiation.
示例： 根据调查回复，一家公司认为买家更看重商品质量而不是价格，并建议关注商品差异化。
Data Privacy (12)
数据隐私 （12）
Definition: The protection of customer information and adherence to relevant regulations to ensure the security and confidentiality of personal data.
定义：保护客户信息并遵守相关法规，以确保个人数据的安全性和机密性。
Example: A financial institution implements strict data privacy measures, including encryption, access controls, and regular security audits to safeguard customer information.
示例：金融机构实施严格的数据隐私措施，包括加密、访问控制和定期安全审计，以保护客户信息。
Data Visualization (14)
数据可视化 （14）
Definition: The presentation of data in graphical or visual formats to enhance understanding and interpretation. It enables marketers to quickly identify trends, patterns, and insights.
定义：以图形或视觉格式表示数据，以增强理解和解释。它使营销人员能够快速识别趋势、模式和洞察。
Example: Bar charts, line graphs, and pie charts can be used to display marketing campaign performance, customer segmentation, or sales trends, making complex data more accessible and actionable.
示例：条形图、折线图和饼图可用于显示营销活动绩效、客户细分或销售趋势，使复杂数据更易于访问和操作。
Data-driven Decision Making (14)
数据驱动型决策 （14）
Definition: The practice of using data and analytics to inform marketing strategies and make informed business decisions. It relies on data analysis to uncover insights and trends, enabling marketers to optimize their efforts and improve results.
定义： 使用数据和分析来告知营销策略并做出明智的业务决策的做法。它依靠数据分析来发现洞察和趋势，使营销人员能够优化他们的工作并改善结果。
Example: A company may analyze customer data to identify patterns and preferences, which can then be used to tailor marketing messages and offers for better customer engagement.
示例：公司可能会分析客户数据以确定模式和偏好，然后可以使用这些数据来定制营销信息和优惠，以提高客户参与度。
Deceptive Advertising (10)
欺骗性广告 （10）
Definition: Advertising that misleads or deceives consumers, making false claims or omitting important information.
定义： 误导或欺骗消费者、做出虚假声明或遗漏重要信息的广告。
Example: A company exaggerating the benefits of a weight loss product without scientific evidence.
示例： 一家公司在没有科学证据的情况下夸大了减肥产品的好处。
Demographic factors (2)
人口因素 （2）
Definition: Statistical data relating to the population's characteristics, such as age, gender, income, education, and occupation.
定义： 与人口特征相关的统计数据，例如年龄、性别、收入、教育和职业。
Example: A toy company targeting children's products would consider the age distribution and income levels of the target market's parents.
示例： 一家以儿童商品为目标的玩具公司会考虑目标市场父母的年龄分布和收入水平。
Demographic Segmentation (7, 11)
人口细分 （7， 11）
Definition: Segmenting the market based on demographic factors such as age, gender, income, occupation, education, and family size. This segmentation approach helps businesses tailor their marketing strategies to specific demographic groups.
定义：根据年龄、性别、收入、职业、教育和家庭规模等人口因素对市场进行细分。这种细分方法可帮助企业针对特定人口群体定制其营销策略。
Example: A baby product company targeting new parents with products specifically designed for infants aged 0-12 months.
示例： 一家母婴用品公司，以新父母为目标受众，提供专为 0-12 个月婴儿设计的商品。
Differentiated Marketing (11)
差异化营销 （11）
Definition: A marketing strategy that targets multiple market segments with separate marketing mixes tailored to each segment's specific needs and preferences.
定义： 针对多个细分市场的营销策略，根据每个细分市场的特定需求和偏好量身定制单独的营销组合。
Example: a cosmetic brand may offer different product lines for different age groups or skin types.
示例： 化妆品品牌可能会针对不同的年龄组或皮肤类型提供不同的商品系列。
Differentiated Targeting (11)
差异化定位 （11）
Definition: Targeting multiple market segments with tailored marketing mixes. This strategy recognizes that different customer groups have distinct needs and preferences.
定义：通过量身定制的营销组合定位多个细分市场。此策略认识到不同的客户群体具有不同的需求和偏好。
Example: a car manufacturer may offer different models to target various segments such as compact cars for urban dwellers and SUVs for families.
示例： 汽车制造商可能会提供不同的车型来针对不同的细分市场，例如面向城市居民的紧凑型汽车和面向家庭的 SUV。
Differentiation (7, 11)
微分 （7， 11）
Definition: The process of creating a distinct and unique identity for a product, brand, or company in the market. Differentiation involves highlighting specific attributes, features, or benefits that set the offering apart from competitors and create a competitive advantage.
定义： 在市场上为产品、品牌或公司创建独特身份的过程。差异化包括突出使产品与竞争对手区分开来并创造竞争优势的特定属性、功能或优势。
Example: a sports apparel brand may differentiate itself through innovative fabric technology or stylish designs.
示例： 运动服装品牌可能通过创新的面料技术或时尚的设计来区分自己。
Differentiation Strategy (11)
差异化策略 （11）
Definition: A strategic approach aimed at creating a unique and distinctive position for a product or brand in the market. Differentiation strategies focus on highlighting specific features, benefits, or attributes that set the offering apart from competitors and create a competitive advantage. This can be achieved through product innovation, superior quality, exceptional customer service, or unique marketing messages.
定义： 旨在为商品或品牌在市场上创造独特和独特地位的战略方法。差异化策略侧重于突出使产品与竞争对手区分开来并创造竞争优势的特定功能、优势或属性。这可以通过产品创新、卓越的质量、卓越的客户服务或独特的营销信息来实现。
Example: a luxury hotel may differentiate itself by providing personalized concierge services and luxurious amenities.
示例：豪华酒店可能通过提供个性化的礼宾服务和豪华设施来区分自己。
Differentiation Tactics (11)
差异化战术 （11）
Definition: The specific actions and tactics employed to create and highlight points of differentiation for a product or brand. Differentiation tactics can include product design, features, quality, packaging, customer service, or marketing messaging. They aim to make the offering stand out and resonate with target customers.
定义： 用于为商品或品牌创建和突出差异化点的具体行动和策略。差异化策略可以包括产品设计、功能、质量、包装、客户服务或营销信息。他们的目标是使产品脱颖而出并与目标客户产生共鸣。
Example: a clothing brand may differentiate itself through unique and trendy designs, use of sustainable materials, and engaging social media campaigns.
示例： 服装品牌可以通过独特而时尚的设计、使用可持续材料和引人入胜的社交媒体活动来区分自己。
Diffusion of Innovation (4, 15)
创新的传播 （4， 15）
Definition: The process by which an innovation (new product or idea) is adopted and spreads within a market or society over time.
定义：创新（新产品或想法）被采用并随着时间的推移在市场或社会中传播的过程。
Example: The adoption and widespread use of smartphones, initially embraced by early adopters and gradually reaching the majority of the population.
示例：智能手机的采用和广泛使用，最初被早期采用者所接受，并逐渐覆盖到大多数人。
Digital Advertising (6)
数字广告 （6）
Definition: Promotional messages delivered through digital channels, such as websites, search engines, social media platforms, mobile apps, and online video streaming services. Digital advertising offers targeting capabilities, real-time tracking, and interactive engagement with the audience.
定义： 通过数字渠道（如网站、搜索引擎、社交媒体平台、移动应用程序和在线视频流服务）传递的促销信息。数字广告提供定位功能、实时跟踪以及与受众的互动。
Example: An online retailer runs digital advertising campaigns on social media platforms, displaying targeted ads to users based on their demographics, interests, and online behavior.
示例：一家在线零售商在社交媒体平台上开展数字广告活动，根据用户的人口统计数据、兴趣和在线行为向用户展示有针对性的广告。
Digital Marketing (6)
数字营销 （6）
Definition: The use of digital channels and technologies, such as websites, social media, email marketing, and online advertising, to reach and engage target audiences. Digital marketing offers opportunities for targeted messaging, real-time feedback, and interactive communication.
定义： 使用数字渠道和技术（例如网站、社交媒体、电子邮件营销和在线广告）来触达和吸引目标受众。数字营销为有针对性的消息传递、实时反馈和交互式通信提供了机会。
Example: An e-commerce retailer implements a digital marketing campaign, utilizing social media platforms to promote products, engage with customers through interactive content, and drive online sales through targeted advertising.
示例： 一家电子商务零售商实施数字营销活动，利用社交媒体平台推广产品，通过互动内容与客户互动，并通过定向广告推动在线销售。
Direct Distribution (5)
直接分销 （5）
Definition: When a producer sells products or services directly to the end consumer without involving intermediaries.
定义：当生产商直接向最终消费者销售产品或服务而不涉及中介机构时。
Example: A company selling products through its own online store.
示例： 一家通过自己的在线商店销售产品的公司。
Direct Investment (9)
直接投资 （9）
Definition: Making a significant long-term investment in a foreign country, such as establishing production facilities or acquiring local businesses.
定义： 在国外进行重大长期投资，例如建立生产设施或收购当地企业。
Example: An electronics manufacturer setting up a manufacturing plant in a foreign country to cater to the local market.
示例：一家电子产品制造商在国外设立制造工厂以满足当地市场的需求。
Display Advertising (8)
展示广告 （8）
Definition: Online advertising that involves displaying graphical or multimedia ads on websites, apps, or social media platforms.
定义： 涉及在网站、应用程序或社交媒体平台上展示图形或多媒体广告的在线广告。
Example: Placing banner ads on popular websites or using programmatic advertising platforms to target specific audience demographics.
示例：在热门网站上投放横幅广告或使用程序化广告平台来定位特定的受众群体。
Disruptive Innovation (15)
颠覆性创新 （15）
Definition: A type of innovation that creates a new market and disrupts existing industries or products.
定义：一种创造新市场并颠覆现有行业或产品的创新。
Example: Skype disrupted the traditional telecommunications industry by offering free voice and video calling over the internet.
示例：Skype 通过在 Internet 上提供免费的语音和视频通话，颠覆了传统的电信行业。
Distribution Channel (5)
分销渠道 （5）
Definition: The specific route or path taken by a product or service as it moves from the producer to the end consumer. It includes all the intermediaries involved in the distribution process.
定义：产品或服务在从生产者移动到最终消费者时所采用的特定路线或路径。它包括分销过程中涉及的所有中介机构。
Example: A distribution channel for a consumer electronics company may involve wholesalers, retailers, and online marketplaces.
示例： 消费类电子产品公司的分销渠道可能涉及批发商、零售商和在线市场。
Distribution Strategy (5)
分销策略（5）
Definition: The overall plan and approach used by a company to deliver its products or services to the target market.
定义：公司用于向目标市场交付产品或服务的总体计划和方法。
Examples include intensive distribution (widely available), selective distribution (limited outlets), and exclusive distribution (limited and exclusive outlets).
示例包括密集分销（广泛可用）、选择性分销（有限网点）和独家分销（有限和独家网点）。
Diversification (11)
多元化 （11）
Definition: A growth strategy that involves entering entirely new markets or industries that are unrelated to the company's current offerings. Diversification allows a company to spread its risk and explore new revenue streams. It can be achieved through internal development, acquisitions, or partnerships.
定义：一种增长战略，涉及进入与公司当前产品无关的全新市场或行业。多元化使公司能够分散风险并探索新的收入来源。它可以通过内部开发、收购或合作伙伴关系来实现。
Example: an automobile manufacturer may diversify into electric scooters to capitalize on the growing demand for sustainable transportation options.
示例：汽车制造商可能会多元化发展电动滑板车，以利用对可持续交通选择不断增长的需求。
Dropshipping (5)
直销 （5）
Definition: A fulfillment method in which a retailer or seller accepts customer orders but doesn't keep the products in stock. Instead, the retailer transfers customer orders and shipment details to a third-party supplier or manufacturer who directly ships the products to the customer.
定义： 零售商或卖家接受买家订单但不保持商品有货的配送方式。相反，零售商会将买家订单和货件详情转移给第三方供应商或制造商，由他们直接将商品配送给买家。
Example: An online store that offers a wide range of products but doesn't maintain inventory; instead, it relies on suppliers to fulfill orders and handle shipping.
示例： 提供种类繁多商品但不维护库存的在线商店;相反，它依靠供应商来履行订单和处理运输。
Commerce (5)
商贸 （5）
Definition: The buying and selling of products or services over the internet.
定义：通过互联网购买和销售产品或服务。
Example: An online marketplace where sellers list their products and customers make purchases electronically.
示例： 卖家发布商品，买家以电子方式购买的在线市场。
Economic Factors (2)
经济因素 （2）
Definition: Elements that influence the overall economy, including inflation, interest rates, unemployment rates, and consumer spending patterns.
定义： 影响整体经济的因素，包括通货膨胀、利率、失业率和消费者支出模式。
Example: A luxury car manufacturer adjusting its pricing strategy based on economic indicators like purchasing power and consumer confidence.
示例：一家豪华汽车制造商根据购买力和消费者信心等经济指标调整其定价策略。
Email Marketing (8)
电子邮件营销 （8）
Definition: The use of email to communicate with and engage prospects and customers. It involves sending targeted messages to build relationships, promote products or services, and drive conversions.
定义：使用电子邮件与潜在客户和客户进行沟通并吸引潜在客户和客户。它涉及发送有针对性的消息以建立关系、推广产品或服务以及推动转化。
Example: Sending a weekly newsletter to subscribers with updates, promotions, and valuable content.
示例：向订阅者发送每周时事通讯，其中包含更新、促销和有价值的内容。
Emotional Connection (12)
情感联系 （12）
Definition: The bond or attachment that customers develop with a brand or company based on positive emotional experiences.
定义： 顾客基于积极的情感体验与品牌或公司建立的纽带或依恋。
Example: An outdoor adventure gear company creates emotionally engaging marketing campaigns that inspire customers to explore the great outdoors and connect with nature.
示例： 一家户外探险装备公司制作了富有情感吸引力的营销活动，以激发顾客探索户外活动并与大自然建立联系。
Employee Welfare (10)
员工福利 （10）
Definition: Ensuring fair treatment, work-life balance, and providing opportunities for growth and development for employees.
定义：确保公平待遇、工作与生活的平衡，并为员工提供成长和发展的机会。
Example: Offering flexible work hours and implementing wellness programs for employees' mental and physical well-being.
示例：提供灵活的工作时间并实施健康计划，以促进员工的身心健康。
Empowerment ( 13)
赋能 （13）
Definition: Granting authority and decision-making power to frontline employees to resolve customer complaints or issues.
定义：授予一线员工解决客户投诉或问题的权限和决策权。
Example: A customer service representative having the authority to offer a discount or free product as compensation for a service failure.
示例： 有权提供折扣或免费产品作为服务故障补偿的客户服务代表。
Environmental Responsibility (10)
环境责任 （10）
Definition: The commitment of organizations to minimize their negative impact on the environment through sustainable practices.
定义：组织承诺通过可持续实践最大限度地减少对环境的负面影响。
Example: Using eco-friendly packaging materials and reducing carbon emissions in the supply chain.
示例： 使用环保包装材料并减少供应链中的碳排放。
Exchange (1)
交易所（1）
Definition: Exchange is the process of obtaining a desired product, service, or idea from someone by offering something in return, usually involving monetary transactions.
定义： 交换是通过提供某物作为回报从某人那里获得所需的产品、服务或想法的过程，通常涉及货币交易。
Example: A customer purchasing a smartphone from a retail store by paying the required price is an exchange where the customer receives the desired product, and the store gains revenue.
示例：客户通过支付所需价格从零售店购买智能手机是一种交换，客户收到所需的产品，商店获得收入。
Experiential Marketing (6)
体验式营销 （6）
Definition: A marketing approach that focuses on creating immersive and memorable experiences for consumers, allowing them to interact with a brand or product firsthand. Experiential marketing aims to forge emotional connections and foster brand loyalty.
定义： 一种营销方法，专注于为消费者创造身临其境且令人难忘的体验，使他们能够直接与品牌或产品互动。体验式营销旨在建立情感联系并培养品牌忠诚度。
Example: An automobile company organizes test drive events where potential customers can experience the thrill of driving their latest models, providing a hands-on experience and generating excitement about the brand.
示例： 一家汽车公司组织试驾活动，让潜在客户体验驾驶其最新车型的快感，提供亲身体验并激发对品牌的热情。
Exporting (9)
出口（9）
Definition: The practice of selling products or services produced in one country to customers in another country.
定义： 将一个国家/地区生产的产品或服务销售给另一个国家/地区的买家的做法。
Example: An automobile manufacturer exporting its vehicles to international markets.
示例： 一家汽车制造商将其车辆出口到国际市场。
External Factors (2)
外部因素 （2）
Definition: External factors refer to the influences and conditions outside of an organization that can impact its operations, performance, and decision-making. These factors are typically beyond the control of the organization, but they can significantly affect its ability to achieve its objectives and respond to market changes.
定义：外部因素是指组织外部可能影响其运营、绩效和决策的影响和条件。这些因素通常超出了组织的控制范围，但它们会显著影响其实现目标和响应市场变化的能力。
Example: If the government introduces new food safety regulations that require restaurants to implement additional health and safety measures, such as regular inspections and enhanced sanitation protocols, it would directly affect the operations of all restaurants. The restaurants would need to invest in training their staff, purchasing new equipment, and modifying their processes to comply with the regulations. Failure to adapt to these external factors could result in fines, closures, or reputational damage. Therefore, businesses need to closely monitor and respond to external factors like government regulations to ensure compliance and maintain their operations successfully.
示例：如果政府出台新的食品安全法规，要求餐厅实施额外的健康和安全措施，例如定期检查和加强卫生规程，这将直接影响所有餐厅的运营。餐厅需要投资培训员工、购买新设备并修改流程以符合法规。不适应这些外部因素可能会导致罚款、关闭或声誉受损。因此，企业需要密切监控和响应政府法规等外部因素，以确保合规性并成功维持其运营。
Feasibility (15)
可行性研究（15）
Definition: The extent to which a product idea can be successfully developed, produced, and brought to market.
定义： 产品创意可以成功开发、生产和推向市场的程度。
Example: Before investing resources, a technology company assesses the technical feasibility of a new software product.
示例：在投资资源之前，一家技术公司会评估新软件产品的技术可行性。
Feasibility Analysis (15)
可行性分析 （15）
Definition: An assessment of the practicality and viability of a product idea based on technical, operational, financial, and market considerations.
定义： 基于技术、运营、财务和市场考虑对产品创意的实用性和可行性的评估。
Example: A software company conducts a feasibility analysis to determine if a new software application is technically achievable and financially viable.
示例：一家软件公司进行可行性分析，以确定新的软件应用程序在技术上是否可实现且在财务上是否可行。
Feedback (6)
反馈（6）
Definition: The information received from the target audience or market regarding their response to a marketing communication effort. Feedback helps organizations assess the effectiveness of their messages, identify areas for improvement, and make necessary adjustments to their communication strategies.
定义： 从目标受众或市场收到的有关他们对营销传播工作的反应的信息。反馈可帮助组织评估其消息的有效性，确定需要改进的领域，并对其沟通策略进行必要的调整。
Example: An email marketing campaign includes a feedback mechanism where recipients can provide their opinions and suggestions, allowing the company to understand customer preferences and improve future campaigns.
示例：电子邮件营销活动包括一种反馈机制，收件人可以在其中提供他们的意见和建议，从而使公司能够了解客户偏好并改进未来的营销活动。
Focus Strategy (11)
专注策略 （11）
Definition: A strategy that concentrates on serving a specific market segment or niche with specialized products, services, or marketing efforts. Focus strategies allow companies to cater to the unique needs and preferences of a particular customer group and build strong customer loyalty. This can involve targeting a specific demographic, geographic area, or industry.
定义： 专注于通过专业产品、服务或营销工作为特定细分市场或利基市场提供服务的策略。重点策略使公司能够满足特定客户群的独特需求和偏好，并建立强大的客户忠诚度。这可能涉及定位特定的人口统计、地理区域或行业。
Example: a gourmet chocolate brand may focus on serving high-end consumers with artisanal, handcrafted chocolates, emphasizing quality and unique flavor combinations.
示例： 一个美食巧克力品牌可能专注于为高端消费者提供手工巧克力，强调质量和独特的风味组合。
Franchising (5, 9)
特许经营 （5， 9）
Definition: A business model in which an individual or company (franchisee) is granted the right to operate a business under the established brand, systems, and support of a larger organization (franchisor). The franchisee pays fees or royalties to the franchisor in exchange for the use of their brand and support.
定义： 一种商业模式，其中个人或公司（特许经营商）被授予在大型组织（特许人）的既定品牌、系统和支持下经营业务的权利。加盟商向特许人支付费用或特许权使用费，以换取使用他们的品牌和支持。
Example: McDonald's, where franchisees own and operate individual restaurants while following the standardized processes and guidelines set by the McDonald's corporation.
示例：麦当劳，加盟商拥有并经营个体餐厅，同时遵循麦当劳公司制定的标准化流程和指南。
Gap Analysis (13)
差距分析 （13）
Definition: The process of identifying and addressing the gaps between customer expectations and perceived service quality.
定义：识别和解决客户期望与感知服务质量之间差距的过程。
Example: A hotel conducting surveys to measure customer expectations and comparing them to the actual service delivered.
示例：一家酒店进行调查以衡量客户期望并将其与提供的实际服务进行比较。
Geographic Segmentation (11)
地域细分 （11）
Definition: Segmenting the market based on geographical factors such as location, region, climate, or population density. This segmentation approach considers the unique characteristics and preferences of consumers in different geographic areas.
定义：根据位置、地区、气候或人口密度等地理因素对市场进行细分。这种细分方法考虑了不同地理区域消费者的独特特征和偏好。
Example: a surfboard company may focus its marketing efforts on coastal regions with a high concentration of surfers.
示例：一家冲浪板公司可能会将其营销工作集中在冲浪者高度集中的沿海地区。
Global Brand Management (9)
全球品牌管理 （9）
Definition: The strategic planning and execution of branding activities across international markets, including brand positioning, messaging, and brand equity management.
定义：跨国际市场品牌活动的战略规划和执行，包括品牌定位、消息传递和品牌资产管理。
Example: Nike's consistent global marketing campaigns that reinforce its brand values and resonate with diverse consumer segments.
示例：Nike 持续的全球营销活动强化了其品牌价值并与不同的消费者群体产生共鸣。
Global Branding (9)
全球品牌 （9）
Definition: Developing a consistent brand identity and positioning that resonates with consumers across different countries and cultures.
定义： 建立一致的品牌形象和定位，与不同国家和文化的消费者产生共鸣。
Example: Coca-Cola's global brand image and recognition across various markets.
示例：可口可乐的全球品牌形象和在各个市场的认知度。
Greenwashing (10)
漂绿 （10）
Definition: Misleading consumers by falsely claiming or exaggerating the environmental benefits of a product or company.
定义： 通过虚假声称或夸大产品或公司的环境效益来误导消费者。
Example: Advertising a product as "eco-friendly" without sufficient evidence or certifications to support the claim.
示例： 将商品宣传为“环保”商品，但没有足够的证据或认证来支持该声明。
Guerrilla Marketing (6)
游击营销 （6）
Definition: An unconventional and creative marketing approach that relies on low-cost tactics and out-of-the-box thinking to grab attention and create buzz. Guerrilla marketing often takes place in unexpected locations or through unconventional mediums.
定义： 一种非常规且富有创意的营销方法，依靠低成本策略和开箱即用的思维来吸引注意力并制造嗡嗡声。游击营销经常发生在意想不到的地方或通过非常规的媒介进行。
Example: A food delivery service hires street performers to dress as delivery riders and interact with people in busy urban areas, distributing discount vouchers and creating a memorable experience.
示例： 某送餐服务雇佣街头艺人打扮成送餐骑手，在繁忙的市区与人们互动，分发折扣券，打造难忘的体验。
Heatmap (8)
热图 （8）
Definition: A visual representation of user activity on a website, showing areas that receive the most interaction (hot spots) and areas with little to no interaction (cold spots). Example: Using a heatmap tool to identify which sections of a webpage attract the most attention and engagement.
定义：网站上用户活动的可视化表示形式，显示交互最多的区域（热点）和几乎没有交互的区域（冷点）。示例：使用热图工具确定网页的哪些部分最吸引注意力和参与度。
Heterogeneity (13)
异质性 （13）
Definition: Services can vary in quality and consistency due to the involvement of human factors and the nature of service delivery.
定义：由于人为因素的参与和服务交付的性质，服务的质量和一致性可能会有所不同。
Example: The quality of a massage experience may vary depending on the skills and techniques of the massage therapist.
示例：按摩体验的质量可能会因按摩治疗师的技能和技巧而异。
Idea Bank (15)
创意库 （15）
Definition: A repository or system for collecting and storing product ideas generated by employees, customers, or other stakeholders.
定义：用于收集和存储由员工、客户或其他利益相关者生成的产品创意的存储库或系统。
Example: Google encourages employees to contribute ideas to their internal idea bank, where they can be reviewed and potentially developed into new products.
示例：Google 鼓励员工将想法贡献到他们的内部创意库中，以便对其进行审核并有可能开发成新产品。
Idea Generation (15)
创意生成 （15）
Definition: The process of generating new product ideas through various techniques, such as brainstorming, customer insights, and market research.
定义： 通过各种技术（例如头脑风暴、客户洞察和市场研究）产生新产品创意的过程。
Example: Google's "20% time" policy allows employees to dedicate time to explore innovative ideas.
示例：Google 的“20% 时间”政策允许员工花时间探索创新想法。
Indirect Distribution (5)
间接分销 （5）
Definition: When a producer utilizes intermediaries, such as wholesalers, retailers, or agents, to distribute products or services to the end consumer.
定义： 当生产商利用批发商、零售商或代理商等中介机构向最终消费者分销产品或服务时。
Example: A manufacturer selling its products through various retail stores.
示例： 制造商通过各种零售店销售其商品。
Influencer Marketing (6, 8)
网红营销（6， 8）
Definition: A marketing strategy that involves collaborating with influential individuals or content creators who have a significant following and credibility within a specific niche or industry. Influencer marketing aims to leverage the influencer's reach and influence to promote a brand or product.
定义： 一种营销策略，涉及与在特定细分市场或行业中拥有大量追随者和信誉的有影响力的个人或内容创建者合作。影响者营销旨在利用影响者的影响力和影响力来推广品牌或产品。
Example: A cosmetic brand partners with a popular beauty YouTuber to create sponsored content featuring their products. The influencer shares makeup tutorials and reviews, endorsing the brand to their large subscriber base.
示例： 化妆品品牌与一位受欢迎的美妆 YouTuber 合作，创建展示其商品的赞助内容。这位有影响力的人分享化妆教程和评论，将该品牌推荐给他们的庞大订阅者群。
Information Systems (3)
信息系统（3）
Definition: The technological tools and platforms used to manage and analyze marketing data, such as customer relationship management (CRM) systems and data analytics software.
定义：用于管理和分析营销数据的技术工具和平台，例如客户关系管理 （CRM） 系统和数据分析软件。
Example: A company utilizes a CRM system to store customer information, track interactions, and segment the customer base for targeted marketing campaigns.
示例：一家公司利用 CRM 系统来存储客户信息、跟踪交互并细分客户群以进行有针对性的营销活动。
Innovation (15)
创新 （15）
Definition: The process of creating and introducing something new that adds value to customers and organizations.
定义：创造和引入为客户和组织增加价值的新事物的过程。
Example: Apple's introduction of the iPhone revolutionized the smartphone industry.
示例：Apple 推出的 iPhone 彻底改变了智能手机行业。
Innovation Culture (15)
创新文化 （15）
Definition: An organizational culture that encourages and supports the generation of new ideas and the pursuit of innovative solutions.
定义：鼓励和支持产生新想法和追求创新解决方案的组织文化。
Example: Google's work environment fosters an innovation culture by providing employees with creative freedom and encouraging experimentation.
示例：Google 的工作环境通过为员工提供创作自由和鼓励实验来培养创新文化。
Innovation Metrics (15)
创新指标 （15）
Definition: Quantitative measures used to assess the effectiveness and impact of innovation efforts, such as R&D investment, new product revenue, or time-to-market.
定义：用于评估创新努力的有效性和影响的定量措施，例如研发投资、新产品收入或上市时间。
Example: A pharmaceutical company tracks innovation metrics to evaluate the return on investment (ROI) for its research projects and measure the success of new drug launches.
示例：一家制药公司跟踪创新指标，以评估其研究项目的投资回报率 （ROI） 并衡量新药上市的成功。
Inseparability (13)
不可分离 （13）
Definition: Services are produced and consumed simultaneously, involving direct interaction between the service provider and the customer.
定义：服务是同时生产和使用的，涉及服务提供商和客户之间的直接交互。
Example: Hair salon services, where the stylist and the customer interact during the service delivery.
示例：美发沙龙服务，造型师和客户在服务交付期间进行交互。
Intangibility (13)
无形 （13）
Definition: Services cannot be touched or seen before purchase or consumption.
定义：服务在购买或消费前不能触摸或看到。
Example: Consulting services, where the outcome is intangible and based on expertise and advice.
示例：咨询服务，其结果是无形的，并且基于专业知识和建议。
Integrated Marketing Communication Planning (6)
整合营销传播策划 （6）
Definition: The process of developing a comprehensive marketing communication strategy that aligns with organizational objectives and target audience needs. IMC planning involves identifying the target audience, setting communication objectives, selecting appropriate communication channels, developing compelling messages, and monitoring campaign effectiveness.
定义： 制定符合组织目标和目标受众需求的全面营销传播策略的过程。IMC 规划包括确定目标受众、设定沟通目标、选择合适的沟通渠道、开发引人注目的信息和监控活动的有效性。
Example: An organization creates an IMC plan for a new product launch, outlining specific communication goals, selecting a mix of advertising, public relations, and personal selling tactics, and defining key performance indicators to measure campaign success.
示例： 组织为新产品发布制定 IMC 计划，概述具体的沟通目标，选择广告、公共关系和个人销售策略的组合，并定义关键绩效指标以衡量营销活动的成功。
Integrated Marketing Communications (IMC) (6)
整合营销传播 （IMC） （6）
Definition: The strategic approach that combines various promotional tools and channels to deliver a consistent and impactful message to the target audience. IMC aims to create a unified brand image and enhance customer engagement.
定义： 一种战略方法，它结合了各种促销工具和渠道，以向目标受众传递一致且有影响力的信息。IMC 旨在创建统一的品牌形象并提高客户参与度。
Example: A company uses a mix of advertising, public relations, sales promotions, and personal selling to communicate its brand message and reinforce its market position.
示例： 一家公司结合使用广告、公共关系、促销和个人销售来传达其品牌信息并巩固其市场地位。
Integration (12)
集成 （12）
Definition: The process of connecting and consolidating data and functionalities from multiple systems or applications.
定义：连接和整合来自多个系统或应用程序的数据和功能的过程。
Example: An e-commerce company integrates its CRM system with its inventory management system to ensure accurate product availability and order fulfillment.
示例： 一家电子商务公司将其 CRM 系统与库存管理系统集成，以确保准确的产品可用性和订单履行。
Intellectual Property (15)
知识产权 （15）
Definition: Legal rights protecting intangible assets, such as inventions, designs, trademarks, or copyrights.
定义：保护无形资产（例如发明、设计、商标或版权）的合法权利。
Example: Apple holds intellectual property rights for its iconic logo, product designs, and software innovations.
示例：Apple 拥有其标志性徽标、产品设计和软件创新的知识产权。
Inventory Management (5)
库存管理 （5）
Definition: The process of overseeing and controlling the stock of products to ensure availability for customer demand while minimizing excess inventory.
定义： 监督和控制产品库存以确保买家需求的可用性，同时最大限度地减少冗余库存的过程。
Example: An online retailer using inventory management software to track product quantities and reorder as needed.
示例： 一家在线零售商使用库存管理软件来追踪商品数量并根据需要重新订购。
Joint Ventures (9)
合资企业 （9）
Definition: A partnership between two or more companies from different countries to undertake a specific business venture, sharing risks and rewards.
定义：来自不同国家的两家或多家公司之间的合作伙伴关系，以开展特定的商业活动，分担风险和回报。
Example: Two pharmaceutical companies collaborating to develop and market a new drug internationally.
示例：两家制药公司合作在国际上开发和销售一种新药。
Key Performance Indicators (KPIs) (14)
关键绩效指标 （KPI） （14）
Definition: Quantifiable metrics used to measure the performance and effectiveness of marketing activities. KPIs help track progress toward marketing goals and objectives. Example: Website traffic, conversion rate, customer satisfaction score, and social media engagement are common KPIs. A company sets KPIs such as website traffic, conversion rate, customer retention rate, and social media engagement to monitor its marketing performance.
定义：用于衡量营销活动的绩效和有效性的可量化指标。KPI 有助于跟踪营销目标的进度。示例：网站流量、转化率、客户满意度得分和社交媒体参与度是常见的 KPI。公司设置网站流量、转化率、客户保留率和社交媒体参与度等 KPI 来监控其营销绩效。
Keyword Research (8)
关键词研究 （8）
Definition: The process of identifying and selecting keywords and phrases that users enter into search engines to find relevant information or products.
定义：识别和选择用户在搜索引擎中输入的关键字和短语以查找相关信息或产品的过程。
Example: Using keyword research tools to identify high-volume and low-competition keywords for SEO and PPC campaigns.
示例：使用关键词研究工具为 SEO 和 PPC 广告活动识别高容量和低竞争的关键词。
Landing Page (8)
着陆页 （8）
Definition: A standalone web page that is specifically designed to capture visitor information or drive a specific action, typically as part of a marketing campaign.
定义：专门用于捕获访客信息或推动特定操作的独立网页，通常作为营销活动的一部分。
Example: A landing page for a webinar registration form or a product demo request form.
示例： 网络研讨会注册表或产品演示请求表的登录页面。
Landing Page Optimization (8)
着陆页优化 （8）
Definition: The practice of improving the elements of a landing page to enhance its effectiveness in converting visitors into leads or customers.
定义： 改进登陆页面的元素以提高其将访客转化为潜在客户或客户的有效性的做法。
Example: Testing different headline variations, call-to-action buttons, and form placements to optimize landing page conversion rates.
示例： 测试不同的标题变体、行动号召按钮和表单版面，以优化落地页转化率。
Launch Plan (15)
启动计划 （15）
Definition: A comprehensive strategy outlining the activities, resources, and timelines required for a successful product launch.
定义： 概述成功发布产品所需的活动、资源和时间表的综合策略。
Example: An e-commerce platform develops a launch plan for a new feature, including marketing campaigns, user onboarding, and customer support training.
示例：电子商务平台为新功能制定启动计划，包括营销活动、用户引导和客户支持培训。
Legal Factors (2)
法律因素 （2）
Definition: Laws and regulations governing business activities, including consumer protection, intellectual property rights, and competition laws.
定义： 管理商业活动的法律和法规，包括消费者保护法、知识产权法和竞争法。
Example: A software company protecting its proprietary technology through patents and copyrights.
示例：一家软件公司通过专利和版权保护其专有技术。
Licensing (9)
许可 （9）
Definition: Granting permission to a foreign company to use intellectual property rights, such as patents or trademarks, in exchange for royalty payments.
定义： 允许外国公司使用知识产权（例如专利或商标）以换取专利费。
Example: A software company licensing its software to a foreign company for distribution in another country.
示例：一家软件公司将其软件许可给外国公司，以便在另一个国家/地区进行分发。
Logistics (5)
物流 （5）
Definition: The management of the flow of products, information, and resources within the supply chain, including activities such as inventory management, order fulfillment, transportation, and warehousing.
定义： 供应链中产品、信息和资源流的管理，包括库存管理、订单履行、运输和仓储等活动。
Loyalty Programs (12)
忠诚度计划 （12）
Definition: Rewards programs designed to incentivize repeat purchases and foster long-term customer loyalty.
定义： 旨在激励重复购买和培养长期客户忠诚度的奖励计划。
Example: A coffee shop offers a loyalty card where customers earn points for each purchase, leading to free drinks or discounts.
示例： 一家咖啡店提供会员卡，客户每次购买都会获得积分，从而获得免费饮料或折扣。
Macro Environment (2)
宏观环境 （2）
Definition: The broader societal forces, including economic, technological, political, legal, and cultural factors, that influence the overall business landscape.
定义：影响整体商业格局的更广泛的社会力量，包括经济、技术、政治、法律和文化因素。
Example: A global sportswear company being affected by trade policies, economic stability, and cultural preferences in different countries.
示例：一家全球运动服装公司受到不同国家/地区的贸易政策、经济稳定和文化偏好的影响。
Market Adaptation (9)
市场适应 （9）
Definition: Modifying brand elements and marketing strategies to suit the unique characteristics and preferences of specific international markets.
定义： 修改品牌元素和营销策略以适应特定国际市场的独特特征和偏好。
Example: Starbucks tailoring its beverage offerings and store ambiance to cater to local tastes and preferences in different countries.
示例：星巴克定制其饮料产品和商店氛围，以迎合不同国家/地区的当地口味和偏好。
Market Development (11)
市场开发 （11）
Definition: A growth strategy that involves entering new market segments or expanding into new geographic markets. Market development allows a company to reach new customer groups and tap into untapped opportunities. This can be done by adapting products or services to suit the needs of different market segments or targeting customers in new regions. Example: a software company may expand its market development by introducing a simplified version of its software targeted at small businesses.
定义：涉及进入新细分市场或扩展到新地理市场的增长战略。市场开发使公司能够接触到新的客户群并挖掘尚未开发的机会。这可以通过调整产品或服务以适应不同细分市场的需求或针对新地区的客户来实现。示例：一家软件公司可以通过推出针对小型企业的简化版软件来扩大其市场开发。
Market Differentiation (11)
市场差异化 （11）
Definition: The process of creating perceived differences and distinctiveness for a product or brand in the minds of customers within a particular market segment. Market differentiation is crucial for capturing the attention and loyalty of target customers.
定义： 在特定细分市场内，商品或品牌在顾客心目中创造感知差异和独特性的过程。市场差异化对于吸引目标客户的注意力和忠诚度至关重要。
Example: a coffee brand may differentiate itself within the market by offering a unique selection of specialty coffee blends and a cozy café atmosphere.
示例：咖啡品牌可以通过提供独特的特色混合咖啡选择和舒适的咖啡馆氛围来在市场上脱颖而出。
Market Disruption (15)
市场颠覆 （15）
Definition: A significant change in an industry caused by innovative products, services, or business models.
定义：由创新产品、服务或商业模式引起的行业重大变化。
Example: Uber disrupted the taxi industry by introducing a convenient and technology-driven ride-hailing service.
示例：Uber 通过推出便捷的技术驱动的叫车服务，颠覆了出租车行业。
Market Entry (15)
市场准入 （15）
Definition: The process of introducing a product into a new market or expanding into new market segments.
定义： 将商品引入新市场或扩展到新细分市场的过程。
Example: An e-commerce company expands its market entry by launching its platform in a new country.
示例： 一家电子商务公司通过在新的国家/地区推出其平台来扩大其市场进入范围。
Market Niche (11)
市场利基 （11）
Definition: A small, specialized segment of the market that has specific needs, preferences, or requirements that are not adequately addressed by mainstream offerings. Targeting a market niche allows companies to focus their efforts and resources on serving a specific customer group with tailored products or services.
定义：市场中具有特定需求、偏好或主流产品未充分满足的要求的一小部分专业细分市场。瞄准市场利基使公司能够将精力和资源集中在为特定客户群提供量身定制的产品或服务上。
Example: a gluten-free bakery may target the niche market of individuals with gluten intolerance or celiac disease by offering a variety of gluten-free baked goods.
示例：无麸质面包店可能通过提供各种无麸质烘焙食品来瞄准麸质不耐症或乳糜泻患者的利基市场。
Market Orientation (1)
市场导向 （1）
Definition: Market orientation involves understanding and meeting customer needs effectively, as well as continuously gathering market intelligence and adapting strategies based on customer insights.
定义： 市场导向包括有效地了解和满足客户需求，以及不断收集市场情报并根据客户洞察调整策略。
Example: A company conducts regular market research, customer surveys, and focus groups to gain deep insights into customer preferences, which are then used to develop products, tailor marketing messages, and improve customer experiences.
示例：一家公司定期进行市场研究、客户调查和焦点小组，以深入了解客户偏好，然后将其用于开发产品、定制营销信息和改善客户体验。
Market Penetration (11, 14)
市场渗透率 （11， 14）
Definition: A growth strategy that focuses on increasing market share within existing market segments. Market penetration involves capturing a larger share of customers and increasing the frequency or volume of their purchases. This can be achieved through tactics such as aggressive pricing, promotional campaigns, and improved distribution.
定义：专注于在现有细分市场中增加市场份额的增长战略。市场渗透涉及捕获更大份额的客户并提高他们的购买频率或数量。这可以通过激进的定价、促销活动和改进分销等策略来实现。
Example: Company A has achieved a 40% market penetration, indicating that 40% of the target market has purchased its product.
示例：A 公司实现了 40% 的市场渗透率，表明 40% 的目标市场已经购买了其产品。
Market Position (11)
市场地位 （11）
Definition: The relative standing of a product, brand, or company in the minds of customers compared to competitors. Market position is influenced by factors such as product attributes, pricing, distribution, and promotion strategies.
定义： 与竞争对手相比，产品、品牌或公司在客户心目中的相对地位。市场地位受产品属性、定价、分销和促销策略等因素的影响。
Example: a luxury car brand may have a strong market position as a symbol of status and prestige.
示例：豪华汽车品牌作为地位和声望的象征可能具有强大的市场地位。
Market Potential (15)
市场潜力 （15）
Definition: The estimated size of a market and the opportunity for sales and revenue.
定义：市场的估计规模以及销售和收入的机会。
Example: A beverage company analyzes market potential to determine the demand for a new line of health drinks.
示例：一家饮料公司分析市场潜力，以确定对新健康饮料系列的需求。
Market Research (14, 15)
市场研究 （14， 15）
Definition: The process of gathering, analyzing, and interpreting information about a market, customers, and competitors to inform decision-making.
定义：收集、分析和解释有关市场、客户和竞争对手的信息以为决策提供信息的过程。
Example: A company conducts market research to identify consumer preferences and market trends before developing a new product.
示例：一家公司在开发新产品之前进行市场研究以确定消费者偏好和市场趋势。
Market Saturation (4)
市场饱和度 （4）
Definition: The point at which the market is fully supplied with a particular product or service, resulting in stagnant or declining demand.
定义： 特定产品或服务完全供应市场，导致需求停滞或下降的时间点。
Example: The market for basic mobile phones reaching saturation as most consumers have already adopted smartphones.
示例：由于大多数消费者已经采用智能手机，基本手机市场已趋于饱和。
Market Segmentation (2, 4, 7, 11, 14, 15)
市场细分 （2， 4， 7， 11， 14， 15）
Definition: The process of dividing a market into distinct groups of consumers or businesses that have similar needs, characteristics, or behaviors. By segmenting the market, businesses can better understand and target specific customer groups.
定义：将市场划分为具有相似需求、特征或行为的不同消费者或企业群体的过程。通过细分市场，企业可以更好地了解和定位特定的客户群。
Example: a clothing retailer may segment its market into different age groups such as teenagers, young adults, and middle-aged professionals.
示例：服装零售商可以将其市场细分为不同的年龄组，例如青少年、年轻人和中年专业人士。
Market Segmentation Analysis (11)
市场细分分析 （11）
Definition: The examination and evaluation of market segments to determine their attractiveness and potential. Market segmentation analysis involves assessing the size, growth potential, profitability, and accessibility of different segments. It helps identify the most viable segments to target and tailor marketing strategies accordingly.
定义： 对细分市场的检查和评估，以确定其吸引力和潜力。市场细分分析涉及评估不同细分市场的规模、增长潜力、盈利能力和可及性。它有助于确定最可行的细分市场，以定位并相应地定制营销策略。
Example: a tourism company may conduct market segmentation analysis to identify lucrative customer segments based on travel behaviors, interests, and spending patterns.
示例：旅游公司可能会进行市场细分分析，以根据旅行行为、兴趣和消费模式确定有利可图的客户群。
Market Segmentation Strategy (11)
市场细分策略 （11）
Definition: The approach and methodology used to divide the market into distinct segments. Market segmentation strategies can include demographic, psychographic, behavioral, or geographic segmentation, as well as a combination of these approaches.
定义： 用于将市场划分为不同细分市场的方法和方法。市场细分策略可以包括人口统计、心理、行为或地理细分，以及这些方法的组合。
Example: a soft drink company may use demographic segmentation to target specific age groups and psychographic segmentation to appeal to health-conscious consumers.
示例：一家软饮料公司可能会使用人口细分来定位特定年龄组，并使用心理细分来吸引注重健康的消费者。
Market Segmentation Variables (11)
市场细分变量 （11）
Definition: The specific criteria or factors used to divide a market into distinct segments. Market segmentation variables can include demographic, psychographic, behavioral, and geographic factors. These variables help identify meaningful differences among customers and enable targeted marketing efforts.
定义： 用于将市场划分为不同细分市场的特定标准或因素。市场细分变量可以包括人口统计、心理、行为和地理因素。这些变量有助于识别客户之间有意义的差异，并实现有针对性的营销工作。
Example: a hotel chain may use segmentation variables such as travel behavior, purpose of travel, and travel frequency to create distinct customer segments.
示例：连锁酒店可能会使用细分变量（如旅行行为、旅行目的和旅行频率）来创建不同的客户细分。
Market Share (11, 14)
市场份额 （11， 14）
Definition: The portion or percentage of the total market that a company or brand holds. Market share is a measure of a company's competitive position and is calculated by dividing its sales or revenue by the total market sales or revenue. It is an important indicator of a company's performance and market dominance and provides insights into a company's competitive position within the market.
定义： 公司或品牌占总市场的比例或百分比。市场份额是衡量公司竞争地位的指标，计算方法是将其销售额或收入除以市场总销售额或收入。它是公司业绩和市场支配地位的重要指标，并提供了对公司在市场上竞争地位的见解。
Example: Company A has $1 million in sales in a market worth $10 million, giving it a market share of 10% ($1 million / $10 million).
示例：A 公司在价值 1000 万美元的市场中拥有 100 万美元的销售额，市场份额为 10%（100 万美元 / 1000 万美元）。
Market Targeting (7, 11)
市场定位 （7， 11）
Definition: The process of evaluating and selecting specific market segments that align with the company's objectives and resources. Market targeting involves assessing the attractiveness of each segment and determining the company's ability to serve and meet the needs of those segments effectively.Example: A cosmetics company targeting young adults aged 18-25 who are interested in vegan and cruelty-free beauty products.
定义：评估和选择与公司目标和资源相一致的特定细分市场的过程。市场定位包括评估每个细分市场的吸引力，并确定公司有效服务和满足这些细分市场需求的能力。示例： 一家化妆品公司，以 18-25 岁对纯素和零残忍美妆商品感兴趣的年轻人为目标。
Market Targeting Strategies (11)
市场定位策略 （11）
Definition: Approaches used to select and prioritize target market segments. These strategies include: Undifferentiated Targeting; Differentiated Targeting; Concentrated Targeting; and Micromarketing.
定义：用于选择目标细分市场并确定其优先级的方法。这些策略包括：无差别定位;差异化定位;集中定位;和微营销。
Market Testing (15)
市场测试（15）
Definition: The process of evaluating a new product or service in a real or simulated market environment to gather feedback, assess its potential performance, and make informed decisions before launching it on a larger scale. Market testing helps organizations gauge customer response, identify potential issues or improvements, and refine their offerings to ensure a successful launch.
定义：在真实或模拟的市场环境中评估新产品或服务以收集反馈、评估其潜在性能并做出明智决策的过程，然后再进行更大规模的发布。市场测试可帮助组织评估客户响应，识别潜在问题或改进，并改进其产品以确保成功发布。
Marketing (1)
市场营销 （1）
Definition: Marketing refers to the process of identifying, anticipating, creating, and delivering value to customers in order to satisfy their needs and achieve organizational goals.
定义： 营销是指识别、预测、创造和向客户交付价值以满足他们的需求并实现组织目标的过程。
Example: A company conducts market research to understand consumer preferences, develops a marketing strategy, and implements various tactics such as advertising, promotions, and pricing to effectively reach and engage its target audience.
示例：一家公司进行市场研究以了解消费者偏好，制定营销策略，并实施各种策略，例如广告、促销和定价，以有效地接触和吸引其目标受众。
Marketing Analytics (14)
营销分析 （14）
Definition: The practice of using data analysis and statistical techniques to gain insights into marketing performance, customer behavior, and market trends. It involves the collection, interpretation, and interpretation of data to drive marketing strategies and decision-making.
定义：使用数据分析和统计技术来深入了解营销绩效、客户行为和市场趋势的做法。它涉及数据的收集、解释和解释，以推动营销策略和决策。
Example: By analyzing customer purchase history and browsing behavior, a company can identify cross-selling opportunities and develop targeted marketing campaigns.
示例：通过分析客户购买历史记录和浏览行为，公司可以识别交叉销售机会并制定有针对性的营销活动。
Marketing Attribution (14)
营销归因 （14）
Definition: The process of assigning credit to marketing channels and activities that contribute to customer acquisition or conversion. It helps determine the effectiveness of different marketing initiatives.
定义：将功劳分配给有助于客户获取或转化的营销渠道和活动的过程。它有助于确定不同营销计划的有效性。
Example: A company uses marketing attribution models to analyze the impact of various channels, such as social media, email marketing, and paid advertising, on customer conversions.
示例：一家公司使用营销归因模型来分析各种渠道（如社交媒体、电子邮件营销和付费广告）对客户转化的影响。
Marketing Automation (12, 14)
营销自动化 （12， 14）
Definition: The use of software and technologies to automate repetitive marketing tasks and workflows. It streamlines processes, improves efficiency, and enhances customer engagement.
定义： 使用软件和技术来自动化重复的营销任务和工作流程。它简化了流程，提高了效率，并增强了客户参与度。
Example: An online retailer employs marketing automation to schedule personalized email newsletters based on customer segmentation and behavioral triggers.
示例：一家在线零售商采用营销自动化，根据客户细分和行为触发因素安排个性化的电子邮件通讯。
Marketing Channel (5)
营销渠道 （5）
Definition: It refers to the pathway or route through which products or services flow from the producer to the end consumer. It encompasses the distribution channels, intermediaries, and touchpoints involved in delivering the product to the customer.
定义： 它是指产品或服务从生产者流向最终消费者的途径或路线。它包括将产品交付给客户所涉及的分销渠道、中介和接触点。
Example: A marketing channel for a smartphone manufacturer may involve wholesalers, retailers, online platforms, and customer service centers.
示例： 智能手机制造商的营销渠道可能涉及批发商、零售商、在线平台和客户服务中心。
Marketing Concept (1)
营销理念 （1）
Definition: The marketing concept emphasizes understanding and fulfilling customer needs and wants by delivering superior value, with a strong focus on customer satisfaction and long-term relationships.
定义： 营销理念强调通过提供卓越的价值来理解和满足客户的需求和愿望，并特别关注客户满意度和长期关系。
Example: A company that conducts market research to identify customer needs, develops tailored marketing strategies, and consistently delivers products that meet customer expectations follows a marketing concept approach.
示例： 一家公司进行市场调查以确定买家需求，制定量身定制的营销方案，并始终如一地提供满足买家期望的商品，并遵循营销概念方法。
Marketing Cost Ratio (MCR) (14)
营销成本比 （MCR） （14）
Definition: The percentage of a company's revenue that is spent on marketing activities. It helps assess the efficiency of marketing investments.
定义：公司用于营销活动的收入百分比。它有助于评估营销投资的效率。
Example: If a company spends $500,000 on marketing and generates $2 million in revenue, the MCR would be 25% ($500,000 / $2 million).
示例：如果一家公司在营销上花费了 500,000 美元，并产生了 200 万美元的收入，则 MCR 将为 25%（500,000 美元/200 万美元）。
Marketing Dashboard (14)
营销仪表板 （14）
Definition: A visual representation of key marketing metrics and performance indicators in a single, consolidated view. It provides a real-time snapshot of marketing performance and facilitates data-driven decision-making.
定义：在单个整合视图中直观地表示关键营销指标和绩效指标。它提供营销绩效的实时快照，并促进数据驱动的决策。
Example: A marketing dashboard may display metrics such as website traffic, conversion rates, social media engagement, and email open rates in a user-friendly interface.
示例：营销控制面板可以在用户友好的界面中显示网站流量、转化率、社交媒体参与度和电子邮件打开率等指标。
Marketing Environment (2)
营销环境 （2）
Definition: The external factors and forces that impact a company's marketing activities and decisions.
定义：影响公司营销活动和决策的外部因素和力量。
Example: A company launching a new product would consider factors like competitive landscape, economic conditions, and cultural trends in the target market.
示例： 推出新产品的公司会考虑目标市场的竞争格局、经济状况和文化趋势等因素。
Marketing Funnel (14)
营销漏斗 （14）
Definition: The customer journey from awareness to conversion, representing the stages a customer goes through in the purchasing process. It includes awareness, interest, consideration, and action.
定义：从认知到转化的顾客旅程，表示顾客在购买过程中所经历的各个阶段。它包括意识、兴趣、考虑和行动。
Example: A customer becomes aware of a product through a social media ad, develops interest by visiting the company's website, considers different options, and finally makes a purchase.
示例： 客户通过社交媒体广告了解产品，通过访问公司网站引起兴趣，考虑不同的选项，最后进行购买。
Marketing Mix (14)
营销组合 （14）
Definition: The set of marketing tools and tactics that a company uses to promote its products or services. It includes the 4Ps: product, price, place, and promotion.
定义： 公司用于推广其产品或服务的一组营销工具和策略。它包括 4P：产品、价格、地点和促销。
Example: A company develops a marketing mix strategy by designing a unique product, setting an optimal price, choosing effective distribution channels, and creating compelling promotional campaigns.
示例： 一家公司通过设计独特的产品、设定最佳价格、选择有效的分销渠道和创建引人注目的促销活动来制定营销组合策略。
Marketing Qualified Lead (MQL) (14)
营销合格潜在客户 （MQL） （14）
Definition: A lead that has been determined to have a higher likelihood of becoming a customer based on specific criteria and engagement with marketing activities.
定义：根据特定标准和与营销活动的互动，确定更有可能成为客户的潜在客户。
Example: A lead who has downloaded a whitepaper and subscribed to a company's newsletter is classified as an MQL.
示例：下载了白皮书并订阅了公司新闻通讯的潜在客户被归类为 MQL。
Marketing Research (3)
市场研究 （3）
Definition: The systematic gathering, recording, and analysis of data about customers, competitors, and market trends to facilitate informed decision-making.
定义：系统地收集、记录和分析有关客户、竞争对手和市场趋势的数据，以促进明智的决策。
Example: A company conducts market research to identify customer preferences, buying behaviors, and market opportunities for a new product launch.
示例： 公司进行市场研究，以确定客户偏好、购买行为和新产品发布的市场机会。
Marketing Research Process (3)
市场研究过程 （3）
Definition: The systematic steps followed to conduct marketing research, including problem identification, research design, data collection, analysis, and reporting.
定义：进行市场研究所遵循的系统步骤，包括问题识别、研究设计、数据收集、分析和报告。
Example: A company identifies a research problem, designs a survey questionnaire, collects responses, analyzes the data, and presents the findings in a research report.
示例：公司确定研究问题、设计调查问卷、收集回复、分析数据并在研究报告中展示调查结果。
Marketing Return on Sales (MROS) (14)
市场销售回报率 （MROS） （14）
Definition: A metric that measures the profitability of marketing efforts by comparing marketing expenses to sales revenue. It helps assess the efficiency of marketing spending.
定义：通过将营销费用与销售收入进行比较来衡量营销工作盈利能力的指标。它有助于评估营销支出的效率。
Example: If a company spends $200,000 on marketing and generates $1 million in sales revenue, the MROS is 20% ($200,000 / $1,000,000 x 100).
示例：如果一家公司在营销上花费了 200,000 美元，并产生了 100 万美元的销售收入，则 MROS 为 20%（200,000 美元 / 1,000,000 美元 x 100）。
Mass Marketing (11)
大众营销 （11）
Definition: A marketing strategy that targets the entire market with a standardized marketing mix and message. Mass marketing assumes that the needs and preferences of customers within the target market are homogeneous.
定义： 一种针对整个市场的营销策略，具有标准化的营销组合和信息。大众营销假设目标市场内客户的需求和偏好是同质的。
Example: a popular soft drink brand may use mass marketing to reach a wide range of consumers with its universally appealing product.
示例： 一个受欢迎的软饮料品牌可能会利用大众营销来通过其具有普遍吸引力的商品来触达广泛的消费者。
Media Buying (6)
媒体购买 （6）
Definition: The process of purchasing advertising space or time on various media channels. Media buying involves negotiating pricing, securing ad placements, and optimizing the media budget to reach the target audience effectively.
定义：在各种媒体渠道上购买广告空间或时间的过程。媒体购买涉及协商定价、确保广告投放和优化媒体预算以有效地触达目标受众。
Example: An advertising agency is responsible for media buying on behalf of a client, ensuring that their ads appear on selected TV channels, radio stations, and online platforms at the most advantageous times.
示例： 广告代理负责代表客户进行媒体购买，确保他们的广告在最有利的时间展示在选定的电视频道、广播电台和在线平台上。
Media Mix (6)
媒体组合 （6）
Definition: The combination of different media channels used by an organization to reach the target audience effectively. The media mix includes traditional media (TV, radio, print) and digital media (social media, websites, online advertising).
定义：组织用来有效接触目标受众的不同媒体渠道的组合。媒体组合包括传统媒体（电视、广播、印刷品）和数字媒体（社交媒体、网站、在线广告）。
Example: A clothing brand incorporates a media mix by advertising in fashion magazines, running TV commercials during popular shows, and maintaining an active presence on social media platforms to engage with customers.
示例： 服装品牌通过在时尚杂志上投放广告、在热门节目中投放电视广告以及在社交媒体平台上保持活跃形象以与顾客互动来整合媒体组合。
Media Planning (6)
媒体策划（6）
Definition: The process of selecting the most suitable media channels and allocating advertising budgets to reach the target audience effectively. Media planning involves analyzing audience demographics, media reach, cost considerations, and media scheduling.
定义： 选择最合适的媒体渠道并分配广告预算以有效触达目标受众的过程。媒体规划涉及分析受众人口统计数据、媒体覆盖率、成本考虑和媒体调度。
Example: An advertising agency researches different television networks, magazines, and online platforms to determine the best media outlets for a client's advertising campaign, considering factors such as target audience reach and cost per impression.
示例： 一家广告代理商研究了不同的电视网络、杂志和在线平台，以确定适合客户广告活动的最佳媒体渠道，同时考虑了目标受众触达和每次展示成本等因素。
Media Reach (6)
媒体覆盖面 （6）
Definition: The extent to which a particular media channel can deliver the marketing message to the target audience. Media reach is measured by the number or percentage of individuals or households exposed to the message.
定义：特定媒体渠道可以将营销信息传递给目标受众的程度。媒体覆盖率是通过接触该信息的个人或家庭的数量或百分比来衡量的。
Example: A television network claims to have a wide media reach, stating that their primetime programming reaches millions of viewers across the country.
示例：一家电视网络声称拥有广泛的媒体覆盖面，并表示其黄金时段节目覆盖了全国数百万观众。
Message Clutter (6)
邮件杂乱 （6）
Definition: The abundance of competing marketing messages and advertisements that consumers are exposed to, leading to difficulty in capturing their attention and conveying a clear and memorable message.
定义： 消费者接触到大量竞争性的营销信息和广告，导致难以吸引他们的注意力并传达清晰而难忘的信息。
Example: In a crowded marketplace, where numerous brands are vying for attention, it becomes challenging for a new brand to break through the message clutter and establish a distinct identity.
示例：在众多品牌争夺注意力的拥挤市场中，新品牌要突破信息杂乱无章并建立独特的身份变得具有挑战性。
Message Consistency (6)
消息一致性 （6）
Definition: Ensuring that the marketing messages across different communication channels and touchpoints are aligned and convey a cohesive brand image and value proposition. Message consistency helps reinforce brand identity and avoid confusion.
定义：确保跨不同沟通渠道和接触点的营销信息保持一致，并传达有凝聚力的品牌形象和价值主张。消息一致性有助于强化品牌形象并避免混淆。
Example: A fast-food chain maintains consistent messaging across its TV ads, social media posts, and in-store signage, emphasizing its quality ingredients, fast service, and value for money.
示例： 一家快餐连锁店在其电视广告、社交媒体帖子和店内标牌中保持一致的信息，强调其优质食材、快速服务和物有所值。
Message Decoding (6)
消息解码 （6）
Definition: The process by which the target audience receives and interprets the marketing message. Decoding involves understanding the intended meaning of the message based on individual perceptions, experiences, and cultural backgrounds.
定义：目标受众接收和解释营销信息的过程。解码涉及根据个人感知、经验和文化背景理解信息的预期含义。
Example: Viewers watching a commercial for a luxury perfume decode the message differently based on their personal preferences, values, and interpretations of the brand's image.
示例：观看者观看奢侈香水的广告时，会根据自己的个人偏好、价值观和对品牌形象的解读来解读信息。
Message Development (6)
信息开发 （6）
Definition: The process of creating persuasive and impactful messages that resonate with the target audience. Message development involves understanding customer needs, crafting compelling content, and choosing appropriate language and tone.
定义：创建与目标受众产生共鸣的有说服力和影响力的信息的过程。消息开发包括了解客户需求、制作引人注目的内容以及选择合适的语言和语气。
Example: A beverage company develops a message highlighting the refreshing and energizing qualities of its new drink, aiming to appeal to health-conscious consumers seeking a flavorful and rejuvenating beverage option.
示例： 一家饮料公司制作了一条信息，突出其新饮料的清爽和活力品质，旨在吸引寻求美味和焕活饮料选择的注重健康的消费者。
Message Encoding (6)
消息编码 （6）
Definition: The process of converting a marketing message into a form that can be communicated through a selected communication channel. Encoding involves choosing words, visuals, symbols, and other elements to effectively convey the intended message.
定义：将营销消息转换为可通过所选通信渠道进行通信的形式的过程。编码涉及选择单词、视觉对象、符号和其他元素来有效地传达预期的信息。
Example: A company creates a television commercial for a new car, carefully selecting visuals, music, and dialogue to showcase the car's features, performance, and lifestyle appeal.
示例：一家公司为新车制作电视广告，精心挑选视觉效果、音乐和对话，以展示汽车的功能、性能和生活方式魅力。
Micro Environment (2)
微环境 （2）
Definition: The immediate stakeholders, such as customers, suppliers, distributors, and competitors, that directly interact with a company.
定义：直接与公司互动的直接利益相关者，例如客户、供应商、分销商和竞争对手。
Example: A restaurant's micro environment includes its customers, employees, food suppliers, and nearby competing eateries.
示例：餐厅的微环境包括其客户、员工、食品供应商和附近的竞争餐馆。
Micromarketing (11)
微营销 （11）
Definition: A marketing strategy that targets very small, narrowly defined market segments, often at the individual level. Micromarketing aims to create highly personalized and customized marketing experiences.
定义：一种针对非常小、定义狭窄的细分市场的营销策略，通常在个人层面。微营销旨在创造高度个性化和定制的营销体验。
Example: a personalized nutrition app may offer tailored meal plans and dietary recommendations based on an individual's specific health goals and preferences.
示例：个性化营养应用程序可能会根据个人的特定健康目标和偏好提供量身定制的膳食计划和饮食建议。
Mobile CRM (12)
移动 CRM （12）
Definition: The use of mobile devices, such as smartphones and tablets, to access and manage customer relationship data and interactions on the go.
定义：使用移动设备（如智能手机和平板电脑）随时随地访问和管理客户关系数据和交互。
Example: A sales representative uses a mobile CRM app to update customer information, view sales pipeline, and schedule appointments while meeting with clients outside the office.
示例：销售代表在办公室外与客户会面时使用移动 CRM 应用程序更新客户信息、查看销售渠道和安排约会。
Mobile Marketing (6)
移动营销 （6）
Definition: Marketing strategies and tactics designed to engage with the target audience through mobile devices, such as smartphones and tablets. Mobile marketing utilizes channels like mobile apps, SMS marketing, mobile websites, and location-based targeting.
定义： 旨在通过移动设备（如智能手机和平板电脑）与目标受众互动的营销策略。移动营销利用移动应用程序、短信营销、移动网站和基于位置的定位等渠道。
Example: A retail brand sends personalized offers and discounts to customers through SMS messages when they are near their store locations, encouraging them to make a visit and make a purchase
示例： 当顾客位于其商店附近时，零售品牌会通过短信向顾客发送个性化的优惠和折扣，鼓励他们光顾并进行购买
Monitoring and Evaluation (7)
监测与评价 （7）
Definition: Monitoring and evaluation involve tracking and assessing the effectiveness of marketing strategies and initiatives, using key performance indicators (KPIs) and metrics to measure progress and success.
定义： 监控和评估涉及跟踪和评估营销策略和计划的有效性，使用关键绩效指标 （KPI） 和指标来衡量进度和成功。
Example: An e-commerce company regularly monitoring website traffic, conversion rates, and customer feedback to evaluate the impact of marketing campaigns and identify areas for improvement.
示例：一家电子商务公司定期监控网站流量、转化率和客户反馈，以评估营销活动的影响并确定需要改进的领域。
Needs and Wants (1)
需求和愿望 （1）
Definition: Needs are the basic requirements for survival, such as food, clothing, and shelter. Wants, on the other hand, are desires that go beyond basic necessities and are shaped by individual preferences and cultural influences.
定义： 需求是生存的基本要求，例如食物、衣服和住所。另一方面，欲望是超越基本必需品并受个人喜好和文化影响影响的欲望。
Example: A need is the requirement for food to sustain life, while a want could be a specific craving for a particular cuisine like sushi or pizza.
示例：需求是食物维持生命的要求，而需求可能是对寿司或比萨饼等特定美食的特定渴望。
Net Promoter Score (NPS) (12, 14)
净推荐值 （NPS） （12， 14）
Definition: A metric used to measure customer loyalty and likelihood to recommend a product or service to others. It is based on a scale from 0 to 10, with respondents categorized as promoters, passives, or detractors.
定义： 用于衡量客户忠诚度和向他人推荐产品或服务的可能性的指标。它基于 0 到 10 的等级，受访者分为赞成者、被动者或批评者。
Example: A company calculates its NPS and finds that 60% of respondents are promoters, 30% are passives, and 10% are detractors.
示例：一家公司计算其 NPS，发现 60% 的受访者是推荐者，30% 是被动者，10% 是批评者。
Niche Marketing (11)
利基市场营销 （11）
Definition: A marketing strategy that targets a small, specialized segment of the market with unique needs or preferences. Niche marketing focuses on serving the specific requirements of a niche customer group, often with tailored products or services.
定义： 针对具有独特需求或偏好的小型专业细分市场的营销策略。利基营销侧重于满足利基客户群的特定要求，通常提供量身定制的产品或服务。
Example: a boutique skincare brand may cater to customers with sensitive skin by offering hypoallergenic and gentle skincare products.
示例： 精品护肤品牌可能会通过提供低过敏性和温和的护肤产品来迎合敏感皮肤的买家。
Noise (6)
噪点 （6）
Definition: Any interference or distractions that can disrupt or distort the communication process, making it challenging for the intended message to reach the target audience effectively. Noise can include environmental factors, competing messages, or communication barriers.
定义： 任何可能扰乱或扭曲沟通过程的干扰或干扰，使预期信息难以有效地传达给目标受众。噪声可能包括环境因素、竞争信息或通信障碍。
Example: A television commercial that is aired during a highly anticipated sports event may face noise due to the loud cheering of the audience, making it difficult for the viewers to hear and understand the advertisement's message.
示例： 在备受期待的体育赛事期间播出的电视广告可能会因观众的大声欢呼而面临噪音，从而使观众难以听到和理解广告的信息。
Obsolescence (4)
过时 （4）
Definition: The state of being outdated or no longer in use due to advancements in technology or changing customer preferences.
定义：由于技术进步或客户偏好变化而过时或不再使用的状态。
Example: Traditional film cameras becoming obsolete with the rise of digital photography.
示例：随着数码摄影的兴起，传统的胶片相机已经过时。
Omnichannel Retailing (5)
全渠道零售 （5）
Definition: The integration of various channels (e.g., physical stores, online platforms, mobile apps) to provide a seamless and consistent shopping experience for customers.
定义： 整合各种渠道（例如实体店、在线平台、移动应用程序），为客户提供无缝且一致的购物体验。
Example: A retailer allowing customers to browse and purchase products both online and in-store with synchronized inventory and customer data.
示例： 一家零售商，允许客户通过同步库存和客户数据在线和实体店浏览和购买产品。
Open Innovation (15)
开放式创新 （15）
Definition: A collaborative approach to innovation that involves external partners, such as customers, suppliers, and researchers, in the innovation process.
定义：在创新过程中涉及外部合作伙伴（如客户、供应商和研究人员）的协作创新方法。
Example: LEGO invites customers to submit their own ideas for new LEGO sets through their Ideas platform.
示例： 乐高邀请客户通过其 Ideas 平台提交自己的新乐高套装创意。
Order Fulfillment (5)
订单履行 （5）
Definition: The process of receiving, processing, and delivering customer orders.
定义： 接收、处理和交付客户订单的流程。
Example: An e-commerce company picking, packing, and shipping products to customers upon receiving their online orders.
示例： 一家电子商务公司在收到客户的在线订单后挑选、包装和配送商品。
Organizational Structure (7)
组织结构 （7）
Definition: Organizational structure refers to the hierarchy and division of responsibilities within a company, determining how marketing teams are organized and their roles and reporting lines.
定义：组织结构是指公司内部的层次结构和职责划分，决定了营销团队的组织方式及其角色和汇报关系。
Example: A multinational corporation establishing a centralized marketing department responsible for overall strategy and coordination, while regional teams focus on local market implementation.
示例：一家跨国公司建立了一个集中的营销部门，负责整体战略和协调，而区域团队则专注于本地市场的实施。
Penetration Pricing (4)
渗透率定价 （4）
Definition: Setting a low initial price for a new product or service to quickly gain market share and attract price-sensitive customers.
定义： 为新产品或服务设置较低的初始价格，以快速获得市场份额并吸引对价格敏感的买家。
Example: A new streaming service offering a discounted subscription price to entice users away from competitors.
示例：一项新的流媒体服务，提供折扣订阅价格以吸引用户远离竞争对手。
Perceptual Mapping (11)
感知映射 （11）
Definition: A visual representation of how customers perceive different brands in relation to each other based on specific attributes or dimensions. It helps businesses understand the competitive landscape and identify opportunities for positioning and differentiation.
定义： 根据特定属性或维度，客户如何看待不同品牌的直观表示。它可以帮助企业了解竞争格局并确定定位和差异化的机会。
Example: a car manufacturer may use perceptual mapping to analyze how customers perceive brands in terms of luxury, affordability, and reliability.
示例：汽车制造商可能会使用感知映射来分析客户如何看待品牌的豪华性、经济性和可靠性。
Perceptual Positioning Map (11)
感知定位图 （11）
Definition: A visual representation that shows how consumers perceive different brands or products in relation to specific attributes or dimensions. It helps identify positioning opportunities and competitive gaps in the market.
定义： 一种可视化表示形式，显示消费者如何看待与特定属性或维度相关的不同品牌或商品。它有助于识别市场中的定位机会和竞争差距。
Example: a smartphone brand may use a perceptual positioning map to analyze how customers perceive brands in terms of price and features.
示例：智能手机品牌可能会使用感知定位图来分析客户在价格和功能方面如何看待品牌。
Performance Measurement (14)
性能测量 （14）
Definition: The process of assessing and evaluating marketing activities and campaigns against predefined goals and objectives. It helps gauge the effectiveness and efficiency of marketing efforts and guides future decision-making. Example: A company may measure the performance of a promotional campaign by comparing actual sales generated to the target sales set for the campaign.
定义：根据预定义的目标和目的评估和评价营销活动和营销活动的过程。它有助于衡量营销工作的有效性和效率，并指导未来的决策。示例： 公司可以通过将生成的实际销售额与为促销活动设置的目标销售额进行比较来衡量促销活动的效果。
Perishability (13)
易腐烂 （13）
Definition: Services are perishable and cannot be stored or inventoried.
定义：服务易腐烂，无法存储或盘点。
Example: Airline seats, which cannot be saved for future flights once the plane departs.
示例：航空公司座位，飞机起飞后无法保存以备将来航班使用。
Personal Selling (6)
个人销售（6）
Definition: Direct, face-to-face communication between sales representatives and potential customers to build relationships, address inquiries, and facilitate sales transactions. Personal selling involves understanding customer needs, presenting product benefits, and overcoming objections.
定义： 销售代表和潜在客户之间直接、面对面的交流，以建立关系、解决查询并促进销售交易。个人销售涉及了解客户需求、展示产品优势和克服异议。
Example: A salesperson at a car dealership assists a customer in choosing the right vehicle by providing information about features, specifications, and financing options.
示例：汽车经销商的销售人员通过提供有关功能、规格和融资选项的信息来帮助客户选择合适的车辆。
Personalization and Automation (12)
个性化和自动化 （12）
Definition: Leveraging CRM systems to deliver personalized experiences to customers while automating routine tasks for improved efficiency.
定义：利用 CRM 系统为客户提供个性化体验，同时自动执行日常任务以提高效率。
Example: An online clothing retailer uses automation to send personalized birthday offers to customers and automate order processing and shipment notifications.
示例： 一家在线服装零售商使用自动化功能向客户发送个性化的生日优惠，并自动执行订单处理和发货通知。
Personalized Communication (12)
个性化通信 （12）
Definition: Tailoring marketing messages and interactions to meet the individual preferences and needs of customers.
定义：定制营销信息和互动以满足客户的个人偏好和需求。
Example: An e-commerce website sends personalized product recommendations based on a customer's previous purchases and browsing history.
示例：电子商务网站根据客户之前的购买和浏览历史记录发送个性化的产品推荐。
Philanthropy (10)
慈善事业 （10）
Definition: The act of donating money, resources, or time to charitable causes.
定义：向慈善事业捐赠金钱、资源或时间的行为。
Example: A company establishing a foundation to support educational programs in underprivileged communities.
示例：一家公司成立基金会，支持贫困社区的教育计划。
Place (Distribution) (7)
地方（分销） （7）
Definition: Place, also known as distribution, refers to the activities involved in making a product available to customers, including the selection of sales channels and physical distribution methods.
定义： 地点，也称为分销，是指向买家提供商品所涉及的活动，包括销售渠道的选择和实体分销方式。
Example: A beverage company distributing its products through a network of wholesalers, retailers, and online platforms.
示例： 一家饮料公司通过批发商、零售商和在线平台网络分销其产品。
Political Factors (2)
政治因素（2）
Definition: Government policies, regulations, and stability that influence business operations and market conditions.
定义：影响业务运营和市场状况的政府政策、法规和稳定性。
Example: A company manufacturing pharmaceutical products must comply with regulatory standards set by health authorities to ensure product safety and efficacy.
示例： 生产药品的公司必须遵守卫生当局制定的监管标准，以确保商品的安全性和有效性。
Positioning (7, 11)
定位 （7， 11）
Definition: The process of creating a distinct image and value perception of a product or brand in the minds of consumers within a target market. Positioning helps differentiate the product from competitors and influences consumers' purchasing decisions.
定义： 在目标市场内的消费者心目中为产品或品牌创造独特形象和价值感知的过程。定位有助于将产品与竞争对手区分开来，并影响消费者的购买决定。
Example: A fast-food chain positioning itself as the affordable, convenient, and family-friendly option in the crowded quick-service restaurant market.
示例：一家快餐连锁店将自己定位为拥挤的快餐店市场中价格实惠、方便且适合家庭的选择。
Positioning Statement (11)
定位语句 （11）
Definition: A concise and compelling statement that communicates the unique value proposition and intended position of a product or brand in the market. A positioning statement outlines the target market, points of differentiation, and key benefits offered to customers. It serves as a guiding principle for marketing and communication efforts.
定义： 简洁而引人注目的陈述，传达商品或品牌在市场上的独特价值主张和预期地位。定位声明概述了目标市场、差异化点以及为客户提供的主要优势。它是营销和传播工作的指导原则。
Example: a personal care brand may have a positioning statement such as "For health-conscious individuals seeking natural and sustainable skincare solutions, our brand offers organic products that nourish and rejuvenate the skin."
示例： 个人护理品牌可能有一个定位声明，例如“对于寻求天然和可持续护肤解决方案的注重健康的个人，我们的品牌提供滋养和恢复皮肤活力的有机产品。
Positioning Strategy (11)
定位策略 （11）
Definition: The overall approach and plan for how a product or brand will be positioned in the market. A positioning strategy includes determining the target market segment, identifying key points of differentiation, and developing a compelling value proposition that resonates with customers.
定义： 产品或品牌在市场上的定位的总体方法和计划。定位策略包括确定目标细分市场、确定关键差异化点以及制定与客户产生共鸣的引人注目的价值主张。
Example: a smartphone company may adopt a positioning strategy of offering affordable smartphones with high-end features to cater to budget-conscious tech enthusiasts.
示例：智能手机公司可能会采用定位策略，提供价格实惠且具有高端功能的智能手机，以迎合精打细算的科技爱好者。
Post-Launch Evaluation (15)
发布后评估 （15）
Definition: The assessment of a new product's performance, customer satisfaction, and market response after it has been introduced. Example: A software company collects user feedback, analyzes sales data, and monitors customer reviews to evaluate the success of a newly released application.
定义： 对新产品推出后的性能、买家满意度和市场反应的评估。示例：一家软件公司收集用户反馈、分析销售数据并监控客户评论，以评估新发布的应用程序是否成功。
Post-Launch Monitoring (15)
启动后监控 （15）
Definition: The ongoing evaluation and tracking of a product or service after it has been introduced to the market, to assess its performance and make necessary adjustments.
定义： 产品或服务在推向市场后对其进行的持续评估和跟踪，以评估其性能并进行必要的调整。
Example: A clothing brand launches a new line of t-shirts in various colors and designs. After the launch, they closely monitor the sales data, customer feedback, and social media mentions to gauge the success of the new line. Based on the feedback received, they may identify that certain designs are more popular than others, leading them to adjust their production and marketing strategies accordingly. The post-launch monitoring helps the brand to stay informed about customer preferences, make informed decisions, and optimize their product offerings for better sales and customer satisfaction.
示例： 一个服装品牌推出了各种颜色和设计的新 T 恤系列。发布后，他们密切关注销售数据、客户反馈和社交媒体提及，以衡量新系列的成功。根据收到的反馈，他们可能会发现某些设计比其他设计更受欢迎，从而导致他们相应地调整生产和营销策略。发布后监控可帮助品牌随时了解客户偏好，做出明智的决策，并优化其产品供应以提高销售额和客户满意度。
Price Elasticity (4)
价格弹性 （4）
Definition: The responsiveness of demand for a product or service to changes in its price.
定义：对产品或服务的需求对其价格变化的响应能力。
Example: If a small increase in the price of a movie ticket leads to a significant decrease in ticket sales, the movie ticket has high price elasticity.
示例：如果电影票价格的小幅上涨导致门票销售量大幅下降，则电影票具有较高的价格弹性。
Price Gouging (10)
价格欺诈 （10）
Definition: Unfairly and excessively raising prices during times of high demand or scarcity.
定义： 在需求量大或稀缺时期不公平和过度地提高价格。
Example: Increasing the price of essential items like hand sanitizers during a public health crisis.
示例： 在公共卫生危机期间提高洗手液等必需品的价格。
Pricing Strategies (4)
定价策略 （4）
Definition: The approaches used to determine the selling price of a product or service, including cost-based pricing, value-based pricing, and competition-based pricing.
定义： 用于确定产品或服务售价的方法，包括基于成本的定价、基于价值的定价和基于竞争对手的定价。
Example: a luxury car manufacturer pricing its vehicles based on the premium features, craftsmanship, and exclusivity they offer.
示例：一家豪华汽车制造商根据其提供的优质功能、工艺和独特性为其车辆定价。
Pricing Strategy (7)
定价策略（7）
Definition: Pricing strategy refers to the approach businesses adopt to determine the optimal price for their products or services.
定义： 定价策略是指企业为确定其产品或服务的最佳价格而采用的方法。
Example: A luxury watch brand employing a premium pricing strategy to position its products as high-end and exclusive.
示例： 一家奢侈手表品牌采用溢价定价策略，将其商品定位为高端和独家商品。
Primary Research (3)
初级研究 （3）
Definition: The collection of original data directly from the target audience through surveys, interviews, observations, or experiments.
定义： 通过调查、访谈、观察或实验直接从目标受众那里收集原始数据。
Example: A company conducts interviews with potential customers to understand their preferences and opinions about a new product concept.
示例：一家公司对潜在客户进行访谈，以了解他们对新产品概念的偏好和看法。
Product (7)
产品 （7）
Definition: A product refers to a tangible good, service, or idea that is offered to fulfill customers' needs or wants.
定义： 产品是指为满足买家的需求或愿望而提供的有形商品、服务或想法。
Example: An e-commerce platform offering a wide range of clothing, accessories, and home décor items to customers.
示例： 一家电子商务平台，向买家提供各种服装、配饰和家居装饰品。
Product Adaptation (4)
产品适配 （4）
Definition: Modifying a product or service to meet the specific needs and preferences of a particular market or geographic region.
定义：修改产品或服务以满足特定市场或地理区域的特定需求和偏好。
Example: A multinational fast-food chain adapting its menu offerings to include vegetarian options in a country with a large vegetarian population.
示例： 一家跨国快餐连锁店在素食人口众多的国家/地区调整其菜单内容，以包括素食选择。
Product Concept (1)
产品概念 （1）
Definition: The product concept emphasizes continuous product innovation and improvement to meet customer expectations and deliver superior quality and performance.
定义： 产品概念强调持续的产品创新和改进，以满足客户期望并提供卓越的质量和性能。
Example: A company that invests in research and development, regularly introduces new product features and enhancements, and seeks customer feedback for product improvements follows a product concept orientation.
示例： 一家公司投资于研发，定期推出新的产品功能和增强功能，并寻求客户反馈以改进产品，并遵循产品概念导向。
Product Development (4, 11)
产品开发 （4， 11）
Definition: A growth strategy that focuses on creating and introducing new products or product variations to existing market segments. Product development allows a company to meet evolving customer needs, enhance customer loyalty, and capture additional market share. This can involve introducing new features, improving product performance, or offering different product options.
定义： 一种增长策略，专注于创建新产品或产品变体并将其引入现有细分市场。产品开发使公司能够满足不断变化的客户需求，提高客户忠诚度，并获得更多市场份额。这可能涉及引入新功能、提高商品性能或提供不同的商品选项。
Example: a smartphone manufacturer may develop a new model with advanced camera capabilities to attract photography enthusiasts.
示例：智能手机制造商可能会开发具有高级相机功能的新型号来吸引摄影爱好者。
Product Differentiation (4)
产品差异化 （4）
Definition: Creating unique features, benefits, or qualities in a product or service to set it apart from competitors and appeal to target customers.
定义： 在产品或服务中创造独特的功能、优势或品质，使其与竞争对手区分开来并吸引目标买家。
Example: A smartphone company highlighting its superior camera quality and innovative software features.
示例：一家智能手机公司，突出其卓越的相机质量和创新的软件功能。
Product Life Cycle (4)
产品生命周期 （4）
Definition: The stages that a product or service goes through from introduction to decline, including introduction, growth, maturity, and decline.
定义： 产品或服务从推出到衰落所经历的阶段，包括引入、增长、成熟和衰落。
Example: The life cycle of a smartphone, starting from its launch, gaining popularity, reaching maturity, and eventually being replaced by newer models.
示例：智能手机的生命周期，从推出开始，开始普及，走向成熟，最终被更新的型号所取代。
Product Lifecycle Management (PLM) (15)
产品生命周期管理 （PLM）（15）
Definition: The strategic approach to managing a product's entire lifecycle, from ideation to retirement, including design, development, manufacturing, and support.
定义：管理产品从构思到报废的整个生命周期（包括设计、开发、制造和支持）的战略方法。
Example: An electronics company implements PLM software to streamline and coordinate the various stages of product development.
示例：一家电子公司实施 PLM 软件来简化和协调产品开发的各个阶段。
Product Line Extension (4)
产品线扩展 （4）
Definition: Introducing additional products or variants within an existing product line to cater to different customer needs or expand market coverage.
定义： 在现有商品系列中引入其他商品或变体，以满足不同的买家需求或扩大市场覆盖范围。
Example: McDonald's introducing new burger variants and meal options within its existing product line.
示例： 麦当劳在其现有产品线中推出了新的汉堡变体和餐食选择。
Product Mix (4)
产品组合 （4）
Definition: The complete range of products or services offered by a company, including product lines, product variants, and product categories.
定义： 公司提供的所有产品或服务，包括产品线、商品多属性和商品类别。
Example: Procter & Gamble's product mix includes various brands and product lines in categories such as personal care, household cleaning, and baby care.
例如：宝洁公司的产品组合包括各种品牌和产品线，包括个人护理、家庭清洁和婴儿护理等类别。
Product Orientation (1)
产品定位 （1）
Definition: Product orientation is an approach in which a company focuses primarily on developing and improving its products, assuming that customers will favor quality and innovative offerings.
定义： 产品导向是公司主要专注于开发和改进其产品的一种方式，假设客户会喜欢质量和创新的产品。
Example: A company investing significant resources in research and development to create cutting-edge smartphones with the latest technologies and features demonstrates a product orientation.
示例：一家公司投入大量资源进行研发，以打造具有最新技术和功能的尖端智能手机，展示了产品导向。
Product Placement (4)
植入式广告 （4）
Definition: Integrating a product or brand into media content such as movies, TV shows, or online videos to increase visibility and brand exposure.
定义： 将商品或品牌集成到媒体内容（如电影、电视节目或在线视频）中，以提高曝光量和品牌曝光率。
Example: A popular soft drink brand prominently featured in a movie scene, with characters visibly consuming the product.
示例： 一个受欢迎的软饮料品牌在电影场景中的突出位置出现，角色明显地食用了该商品。
Product Portfolio (4)
产品组合 （4）
Definition: The collection of all products or services offered by a company, including its various product lines and brands.
定义： 公司提供的所有产品或服务的集合，包括其各种产品线和品牌。
Example: The product portfolio of an electronics company may include televisions, smartphones, home appliances, and audio devices.
示例： 电子公司的产品组合可能包括电视、智能手机、家用电器和音频设备。
Product Portfolio Management (15)
产品组合管理 （15）
Definition: The systematic management of a company's product portfolio to ensure a balanced mix of products that align with market demand and strategic goals.
定义：对公司的产品组合进行系统管理，以确保符合市场需求和战略目标的产品组合平衡。
Example: A consumer goods company regularly assesses its product portfolio to identify underperforming products, discontinue outdated ones, and invest in new innovations.
示例： 一家消费品公司定期评估其产品组合，以识别表现不佳的产品，停止使用过时的产品，并投资于新的创新产品。
Product Positioning (4)
产品定位 （4）
Definition: The way a product or service is perceived and positioned in the minds of target customers relative to competing offerings.
定义： 相对于竞争产品，产品或服务在目标客户心目中的感知和定位方式。
Example: Volvo positioning itself as a brand known for safety and reliability in the automobile market.
示例：沃尔沃将自己定位为汽车市场以安全性和可靠性而闻名的品牌。
Product Recall (4)
产品召回 （4）
Definition: The action of withdrawing a defective or unsafe product from the market to protect consumers and the brand's reputation.
定义： 为保护消费者和品牌声誉而将有缺陷或不安全的产品从市场上撤出的行为。
Example: An automobile manufacturer recalling vehicles due to a safety-related issue such as faulty airbags.
示例： 汽车制造商因安全气囊故障等安全相关问题而召回车辆。
Product Safety (10)
产品安全 （10）
Definition: Ensuring that products meet safety standards and do not pose any harm to consumers.
定义： 确保商品符合安全标准，不会对消费者造成任何伤害。
Example: Regularly conducting safety tests and inspections to ensure the absence of hazards in a children's toy.
示例：定期进行安全测试和检查，以确保儿童玩具中没有危险。
Production Concept (1)
生产概念 （1）
Definition: The production concept focuses on maximizing production efficiency and minimizing costs, assuming that customers will favor products that are affordable and readily available.
定义： 生产概念侧重于最大限度地提高生产效率和最小化成本，假设客户会喜欢价格合理且容易获得的产品。
Example: A company that aims to reduce production costs by streamlining manufacturing processes, achieving economies of scale, and offering basic products at competitive prices follows a production concept.
示例： 一家旨在通过简化制造流程、实现规模经济并以有竞争力的价格提供基本产品来降低生产成本的公司遵循生产概念。
Project Management (15)
项目管理（15）
Definition: The application of knowledge, skills, tools, and techniques to plan, execute, and control project activities. Example: A project manager uses project management techniques, such as Gantt charts and risk management, to ensure the successful completion of an NPD project.
定义：应用知识、技能、工具和技术来规划、执行和控制项目活动。示例：项目经理使用项目管理技术（如甘特图和风险管理）来确保成功完成 NPD 项目。
Project Portfolio Management (15)
项目组合管理 （15）
Definition: The process of prioritizing and managing a company's projects to ensure alignment with strategic goals and resource allocation.
定义：确定公司项目的优先级和管理以确保与战略目标和资源分配保持一致的过程。
Example: A company uses project portfolio management to evaluate and prioritize new product development projects based on their potential impact and resource requirements.
示例：一家公司使用项目组合管理，根据新产品开发项目的潜在影响和资源需求来评估新产品开发项目并确定其优先级。
Promotion (7)
促销 （7）
Definition: Promotion encompasses various marketing activities undertaken to communicate and persuade customers about a product or service, including advertising, sales promotions, public relations, and personal selling.
定义： 促销包括为向买家传达和说服商品或服务而开展的各种营销活动，包括广告、促销、公共关系和个人销售。
Example: A technology company launching a television advertising campaign, offering limited-time discounts, and engaging with influencers to generate buzz for its new smartphone release.
示例： 一家科技公司发起电视广告活动，提供限时折扣，并与网红互动，为其新智能手机的发布产生轰动效应。
Promotional Mix (6)
促销组合 （6）
Definition: The combination of specific promotional tools and techniques used by an organization to communicate with the target audience. The promotional mix includes advertising, public relations, sales promotion, personal selling, and other forms of communication.
定义： 组织用来与目标受众沟通的特定促销工具和技术的组合。促销组合包括广告、公共关系、促销、个人销售和其他形式的沟通。
Example: An automobile manufacturer utilizes a promotional mix that includes television ads, sponsorships of sports events, dealer incentives, and a network of sales representatives to create brand awareness and drive sales.
示例： 一家汽车制造商利用包括电视广告、体育赛事赞助、经销商激励和销售代表网络在内的促销组合来建立品牌知名度并推动销售。
Prototype (15)
原型（15）
Definition: A physical or digital representation of a product that allows for testing, feedback, and refinement before full-scale production.
定义： 产品的物理或数字表示形式，允许在全面生产之前进行测试、反馈和改进。
Example: A car manufacturer creates a prototype of a new model to test its performance, design, and features.
示例：汽车制造商创建新模型的原型以测试其性能、设计和功能。
Psychographic Segmentation (7, 11)
心理分割 （7， 11）
Definition: Segmenting the market based on consumers' lifestyles, values, attitudes, interests, and personality traits. This approach considers consumers' psychological and emotional characteristics to create targeted marketing messages.
定义：根据消费者的生活方式、价值观、态度、兴趣和个性特征对市场进行细分。这种方法考虑了消费者的心理和情感特征，以创建有针对性的营销信息。
Example: a fitness brand may target health-conscious individuals who prioritize an active and balanced lifestyle.
示例： 健身品牌可能会定位注重健康、优先考虑积极均衡生活方式的个人。
Psychographic Segmentation:
心理分割：
Public Relations (PR) (6)
公共关系 （PR） （6）
Definition: The practice of managing communication and relationships between an organization and its stakeholders to build and maintain a positive image. PR activities include media relations, community engagement, event management, and crisis communication.
定义：管理组织与其利益相关者之间的沟通和关系以建立和维护积极形象的做法。公关活动包括媒体关系、社区参与、活动管理和危机沟通。
Example: A company organizes a press conference to announce a new product launch, inviting media representatives to cover the event and generate positive media coverage.
示例：某公司组织了一场新闻发布会来宣布新产品发布，邀请媒体代表报道该活动并产生积极的媒体报道。
Public Service Announcement (PSA) (6)
公共服务公告 （PSA） （6）
Definition: A non-commercial message disseminated through various media channels to raise awareness and promote public interest in social issues, health, safety, or community causes. PSAs aim to educate, inform, and inspire action.
定义： 通过各种媒体渠道传播的非商业信息，旨在提高公众对社会问题、健康、安全或社区事业的认识并促进其利益。公益广告旨在教育、告知和激发行动。
Example: A government organization releases a series of TV and radio PSAs to raise awareness about the importance of recycling and encourage citizens to adopt environmentally friendly practices.
示例：一个政府机构发布了一系列电视和广播公益广告，以提高人们对回收重要性的认识，并鼓励公民采取环保措施。
Publicity (6)
宣传 （6）
Definition: Unpaid, non-personal communication that generates media coverage and public attention for a brand, product, or organization. Publicity can result from news stories, press releases, events, or viral content.
定义： 为品牌、商品或组织带来媒体报道和公众关注的无偿、非个人通信。宣传可能来自新闻故事、新闻稿、活动或病毒式内容。
Example: A company's product launch event receives widespread publicity as multiple media outlets cover the event, resulting in news articles, online features, and social media mentions.
示例： 一家公司的产品发布活动受到了广泛的关注，因为多家媒体都报道了该活动，导致新闻文章、在线专题和社交媒体被提及。
Real-Time Reporting (14)
实时报告 （14）
Definition: The generation and delivery of up-to-date reports and analytics in real-time or near real-time. It allows marketers to monitor performance instantly and make timely adjustments to campaigns. Example: A marketing team can receive real-time reports on campaign performance, customer behavior, and sales data, enabling them to react quickly to changes in the market.
定义：实时或近乎实时地生成和交付最新的报告和分析。它允许营销人员立即监控绩效并及时调整活动。示例：营销团队可以接收有关营销活动绩效、客户行为和销售数据的实时报告，使他们能够对市场变化做出快速反应。
Recovery Options (13)
恢复选项 （13）
Definition: The various actions and remedies available to service providers to address service failures and restore customer satisfaction.
定义：服务提供商可用于解决服务故障和恢复客户满意度的各种行动和补救措施。
Example: A restaurant providing a complimentary meal, discount, or voucher for a future visit as a recovery option for a dissatisfied customer.
示例： 一家餐厅为未来的顾客提供免费餐食、折扣或餐券，作为恢复选项。
Replication (11)
复制 （11）
Definition: The process of imitating or copying successful marketing strategies or positioning approaches of competitors. Replication is done to gain market share and replicate the success of established brands. However, it can also lead to a lack of differentiation and weak brand identity.
定义： 模仿或复制竞争对手成功的营销策略或定位方法的过程。复制是为了获得市场份额并复制知名品牌的成功。然而，这也可能导致缺乏差异化和品牌形象薄弱。
Example: fast-food chain may replicate the menu and pricing strategies of a successful competitor in a new market.
示例：快餐连锁店可能会在新市场复制成功竞争对手的菜单和定价策略。
Repositioning (11)
重新定位 （11）
Definition: The strategic process of changing a brand's current position to target new market segments, cater to evolving customer needs, or differentiate from competitors. Repositioning requires adjustments in branding, messaging, and product offerings.
定义： 改变品牌当前位置以瞄准新的细分市场、迎合不断变化的客户需求或从竞争对手中脱颖而出的战略过程。重新定位需要调整品牌、信息和产品供应。
Example: a soft drink brand may reposition itself as a healthier beverage option by introducing a line of low-sugar and natural ingredient-based drinks.
示例： 软饮料品牌可能会通过推出一系列低糖和天然成分饮料，将自己重新定位为更健康的饮料选择。
Repositioning Communication (11)
重新定位通信 （11）
Definition: The communication strategies and tactics used to convey the new positioning of a product, brand, or company to the target market. Repositioning communication involves crafting and delivering messages that effectively communicate the changes, benefits, and value of the repositioned offering. This can be done through advertising, public relations, social media, and other marketing channels.
定义： 用于将产品、品牌或公司的新定位传达给目标市场的传播策略和战术。重新定位通信涉及精心制作和传递消息，以有效地传达重新定位的产品/服务的变化、好处和价值。这可以通过广告、公共关系、社交媒体和其他营销渠道来完成。
Example: a fast-food chain may launch a repositioning communication campaign emphasizing its new menu options, fresh ingredients, and commitment to healthier choices.
示例：一家快餐连锁店可能会发起一项重新定位的传播活动，强调其新的菜单选择、新鲜的食材和对更健康选择的承诺。
Repositioning Strategy (11)
重新定位策略 （11）
Definition: The planned actions and tactics undertaken to change the perception and position of a product, brand, or company in the market. Repositioning strategies can include altering marketing messages, adjusting pricing, redesigning packaging, or targeting new customer segments.
定义： 为改变产品、品牌或公司在市场上的认知和地位而采取的计划行动和策略。重新定位策略可以包括更改营销信息、调整定价、重新设计包装或瞄准新的客户群。
Example: a fast-food chain may reposition itself by introducing healthier menu options and emphasizing its commitment to sustainability.
示例：快餐连锁店可以通过引入更健康的菜单选项并强调其对可持续发展的承诺来重新定位自己。
Repositioning Tactics (11)
重新定位战术 （11）
Definition: The specific actions and strategies implemented to change the perception and position of a product or brand in the market. Repositioning tactics can include rebranding, redesigning packaging, revising marketing messages, launching new product features, or targeting different customer segments.
定义： 为改变产品或品牌在市场上的认知和地位而实施的具体行动和策略。重新定位策略可以包括重塑品牌、重新设计包装、修改营销信息、推出新产品功能或针对不同的客户群。
Example: a traditional watch company may reposition itself by collaborating with a popular fashion designer and introducing a line of trendy and fashionable watches.
示例：一家传统的手表公司可能会通过与受欢迎的时装设计师合作并推出一系列时尚手表来重新定位自己。
Research Ethics (3)
研究伦理 （3）
Definition: The ethical considerations and guidelines followed during the research process, including obtaining informed consent, ensuring privacy, and maintaining confidentiality.
定义：研究过程中遵循的伦理考虑和准则，包括获得知情同意、确保隐私和保持机密性。
Example: Researchers adhere to ethical principles by ensuring that participants' personal information remains confidential and is used only for research purposes.
示例：研究人员遵守道德原则，确保参与者的个人信息保密且仅用于研究目的。
Research Report (3)
研究报告 （3）
Definition: A document that presents the findings, analysis, and recommendations resulting from a marketing research study.
定义：介绍市场调查研究的结果、分析和建议的文档。
Example: A company prepares a comprehensive research report summarizing the research objectives, methodology, findings, and actionable recommendations.
示例： 一家公司准备了一份全面的研究报告，总结了研究目标、方法、调查结果和可操作的建议。
Resource Allocation (7)
资源分配 （7）
Definition: Resource allocation involves determining how resources such as budget, personnel, and technology will be allocated to support the implementation of marketing strategies.
定义： 资源分配涉及确定如何分配预算、人员和技术等资源以支持营销策略的实施。
Example: An online retailer allocating a significant portion of its budget to digital marketing campaigns and investing in advanced analytics tools to enhance customer targeting and tracking.
示例： 一家在线零售商将其预算的很大一部分分配给数字营销活动，并投资于高级分析工具以增强客户定位和跟踪。
Responsive Web Design (8)
响应式网页设计 （8）
Definition: Designing a website that adjusts and adapts its layout and content to different screen sizes and devices, providing an optimal user experience across desktop, mobile, and tablet devices.
定义：设计一个网站，使其布局和内容适应不同的屏幕尺寸和设备，从而在桌面、移动设备和平板电脑设备上提供最佳用户体验。
Example: Using CSS media queries to ensure that website elements resize and reposition appropriately on smaller screens.
示例：使用 CSS 媒体查询确保网站元素在较小的屏幕上适当地调整大小和位置。
Retailer (5)
零售商 （5）
Definition: An intermediary that sells products directly to the end consumer.
定义：直接向最终消费者销售产品的中介。
Example: A clothing store that sells fashion apparel to individual customers.
示例：向个人客户销售时尚服装的服装店。
Retailing (5)
零售 （5）
Definition: The process of selling products or services directly to the end consumer through physical or online retail outlets.
定义：通过实体或在线零售店直接向最终消费者销售产品或服务的过程。
Example: A department store offering a wide range of products to individual shoppers.
示例： 一家百货公司向个人购物者提供各种商品。
Definition: The process of selling products or services directly to the end consumer through physical or online retail outlets.
定义：通过实体或在线零售店直接向最终消费者销售产品或服务的过程。
Example: A department store offering a wide range of products to individual shoppers.
示例： 一家百货公司向个人购物者提供各种商品。
Retention Rate (12)
留存率 （12）
Definition: The percentage of customers retained over a specific period, usually calculated as (Number of Customers at the End - Number of New Customers) / Number of Customers at the Start.
定义：在特定时间段内保留的客户百分比，通常计算为（结束时的客户数 - 新客户数）/开始时的客户数。
Example: A subscription-based software company has a retention rate of 90%, indicating that 90% of its existing customers continue to renew their subscriptions.
示例：一家基于订阅的软件公司的保留率为 90%，这表明其 90% 的现有客户继续续订订阅。
Return on Investment (ROI) (14)
投资回报率 （ROI） （14）
Definition: A financial metric that measures the profitability of an investment by comparing the net gain or loss generated to the cost of the investment. In marketing, ROI is used to assess the effectiveness and efficiency of marketing campaigns.
定义：一种财务指标，通过将产生的净收益或损失与投资成本进行比较来衡量投资的盈利能力。在营销中，ROI 用于评估营销活动的有效性和效率。
Example: If a company invests $10,000 in a marketing campaign and generates $50,000 in sales as a result, the ROI would be 400% ($50,000 - $10,000 / $10,000).
示例：如果一家公司在营销活动中投资 10,000 美元，并因此产生了 50,000 美元的销售额，则投资回报率将为 400%（50,000 美元 - 10,000 美元 / 10,000 美元）。
Return on Marketing Investment (ROMI) (14)
营销投资回报率 （ROMI） （14）
Definition: A metric that measures the return generated from marketing investments. It compares the revenue or profit generated to the cost of marketing activities.
定义： 衡量营销投资产生的回报的指标。它将产生的收入或利润与营销活动的成本进行比较。
Example: If a company spends $100,000 on marketing and generates $500,000 in revenue, the ROMI would be 5 ($500,000 / $100,000).
示例：如果一家公司在营销上花费了 100,000 美元，并产生了 500,000 美元的收入，则 ROMI 将为 5 （500,000 美元 / 100,000 美元）。
Rewards Program (12)
奖励计划 （12）
Definition: A structured initiative that offers incentives, discounts, or exclusive benefits to customers as a means of encouraging loyalty and repeat purchases.
定义： 向买家提供奖励、折扣或独家优惠，以鼓励客户忠诚度和重复购买的结构化计划。
Example: A hotel chain offers a rewards program where guests earn points for each stay, which can be redeemed for free nights, upgrades, or other perks.
示例：一家连锁酒店提供奖励计划，客人每次入住均可赚取积分，这些积分可以兑换免费住宿、升舱或其他福利。
Risk Management (15)
风险管理 （15）
Definition: The process of identifying, assessing, and mitigating potential risks and uncertainties associated with new product development.
定义：识别、评估和减轻与新产品开发相关的潜在风险和不确定性的过程。
Example: A pharmaceutical company employs risk management strategies to navigate regulatory requirements and ensure the safety and efficacy of new drug development.
示例：一家制药公司采用风险管理策略来应对监管要求并确保新药开发的安全性和有效性。
Sales Collateral (6)
销售资料（6）
Definition: Printed or digital materials, such as brochures, catalogs, sales presentations, and product samples, used by sales representatives to support the selling process and provide information about products or services.
定义： 销售代表用于支持销售流程和提供有关产品或服务的信息的印刷或数字材料，例如小册子、目录、销售演示文稿和商品样品。
Example: A pharmaceutical company equips its sales team with detailed product brochures, scientific studies, and samples to facilitate discussions with healthcare professionals and promote their latest medications.
示例： 一家制药公司为其销售团队配备了详细的产品手册、科学研究和样品，以促进与医疗保健专业人员的讨论并推广他们的最新药物。
Sales Orientation (1)
销售定位 （1）
Definition: Sales orientation emphasizes aggressive sales and promotional strategies to convince customers to buy products, with a primary focus on generating high sales volumes.
定义： 销售导向强调积极的销售和促销策略，以说服买家购买商品，主要关注产生高销量。
Example: A company that employs a large salesforce and offers attractive discounts, promotions, and incentives to push customers into making immediate purchases exhibits a sales orientation.
示例：一家公司雇佣了大量销售人员，并提供有吸引力的折扣、促销和激励措施来推动客户立即购买，这表明了销售导向。
Sales Promotion (6)
促销活动 （6）
Definition: Short-term incentives and promotional activities designed to stimulate immediate sales and encourage customer engagement. Sales promotion techniques include discounts, coupons, contests, loyalty programs, and product demonstrations.
定义： 旨在刺激即时销售和鼓励买家参与的短期激励和促销活动。促销技术包括折扣、优惠券、竞赛、忠诚度计划和产品演示。
Example: A retailer offers a limited-time discount on a specific product to encourage customers to make a purchase.
示例： 零售商为特定商品提供限时折扣，以鼓励买家购买。
Sales Qualified Lead (SQL) (14)
销售合格潜在客户 （SQL） （14）
Definition: A lead that has been deemed ready for direct sales engagement based on specific criteria, such as budget, authority, need, and timeline.
定义： 根据特定标准（如预算、权限、需求和时间表）被视为已准备好进行直销参与的潜在客户。
Example: A lead who has requested a product demonstration and has the authority to make purchasing decisions is considered an SQL.
示例：请求产品演示并有权做出购买决策的潜在客户被视为 SQL。
Sample Size (3)
样品量 （3）
Definition: The number of participants or data points included in a research study.
定义：研究中包含的参与者或数据点的数量。
Example: A company aims to survey a sample size of 500 respondents to ensure statistical accuracy in the research findings.
示例：一家公司旨在调查 500 名受访者的样本量，以确保研究结果的统计准确性。
Screening Criteria (15)
筛选标准 （15）
Definition: Specific criteria used to evaluate and select the most promising product ideas for further development. Example: A company may use criteria such as market potential, competitive advantage, and fit with company capabilities to screen product ideas.
定义：用于评估和选择最有前途的产品创意以进行进一步开发的具体标准。示例： 公司可能会使用市场潜力、竞争优势和适合公司能力等标准来筛选产品创意。
Search Engine Marketing (SEM) (8)
搜索引擎营销 （SEM）（8）
Definition: Using paid search advertising to increase website visibility and drive targeted traffic from search engine results pages.
定义： 使用付费搜索广告来提高网站知名度并从搜索引擎结果页面吸引目标流量。
Example: Running Google Ads campaigns that appear at the top of search results when users search for relevant keywords.
示例：投放 Google Ads 推广活动，当用户搜索相关关键词时，这些推广活动会显示在搜索结果的顶部。
Search Engine Optimization (SEO) (8)
搜索引擎优化 （SEO） （8）
Definition: The practice of optimizing a website's content, structure, and other elements to improve its organic (non-paid) search engine rankings.
定义：优化网站内容、结构和其他元素以提高其自然（非付费）搜索引擎排名的做法。
Example: Optimizing website pages with relevant keywords and meta tags to improve visibility in search results.
示例：使用相关关键字和元标记优化网站页面，以提高搜索结果中的可见度。
Secondary Research (3)
中学研究 （3）
Definition: The utilization of existing data from external sources, such as published reports, industry publications, and online databases.
定义：对来自外部来源的现有数据的利用，例如已发布的报告、行业出版物和在线数据库。
Example: A company analyzes industry reports and competitor websites to gather information about market trends, customer demographics, and competitive strategies.
示例：一家公司分析行业报告和竞争对手网站，以收集有关市场趋势、客户人口统计数据和竞争策略的信息。
Segmentation Variables (11)
分割变量 （11）
Definition: The criteria or factors used to divide the market into distinct segments. These variables can include demographic, psychographic, behavioral, and geographic factors.
定义：用于将市场划分为不同部分的标准或因素。这些变量可以包括人口统计、心理、行为和地理因素。
Example: a clothing retailer may use segmentation variables such as age, income, and fashion preferences to target specific customer segments.
示例：服装零售商可能会使用年龄、收入和时尚偏好等细分变量来定位特定的客户细分。
Selling Concept (1)
销售理念 （1）
Definition: The selling concept focuses on aggressive sales and promotional efforts to convince customers to buy a product or service, often relying on persuasion and push-based marketing tactics.
定义： 销售概念侧重于积极的销售和促销工作，以说服客户购买产品或服务，通常依赖于说服和基于推送的营销策略。
Example: A company that heavily invests in advertising campaigns, door-to-door sales, and telemarketing to persuade customers to purchase its products uses a selling concept approach.
示例： 一家在广告活动、上门销售和电话营销方面投入大量资金以说服客户购买其商品的公司使用销售概念方法。
Service Encounter (13)
服务遭遇 （13）
Definition: The actual interaction between the customer and the service provider.
定义：客户与服务提供商之间的实际交互。
Example: A customer visiting a bank branch and interacting with a teller to withdraw money.
示例：客户访问银行分行并与柜员互动以取款。
Service Failure (13)
服务故障 （13）
Definition: When a service does not meet customer expectations or falls short of the promised level of performance.
定义：当服务不符合客户期望或未达到承诺的性能水平时。
Example: A package delivery service failing to deliver a package within the promised time frame.
示例：包裹递送服务未能在承诺的时间范围内递送包裹。
Service Guarantees (13)
服务保证 （13）
Definition: Promises made by service providers to customers regarding specific aspects of the service, such as quality, delivery, or satisfaction.
定义： 服务提供商就服务的特定方面（如质量、交付或满意度）向买家做出的承诺。
Example: An airline offering a guarantee to refund a customer's ticket if their flight is delayed beyond a certain threshold.
示例： 一家航空公司保证在乘客的航班延误超过特定阈值时为其机票退款。
Service Quality (13)
服务质量 （13）
Definition: The overall excellence or superiority of a service.
定义：服务的整体卓越性或优越性。
Example: A hotel that consistently provides exceptional service experiences.
示例：始终如一地提供卓越服务体验的酒店。
Service Recovery (13)
服务恢复 （13）
Definition: The process of addressing and resolving service failures and customer complaints to restore customer satisfaction.
定义：处理和解决服务故障和客户投诉以恢复客户满意度的过程。
Example: A hotel providing complimentary room upgrades and additional amenities to a guest who experienced an issue with their initial room.
示例：某酒店为在初始客房方面遇到问题的房客提供免费客房升级和额外便利设施。
Service Recovery Paradox (13)
服务恢复悖论 （13）
Definition: The phenomenon where effectively resolving a service failure or complaint can result in higher customer satisfaction and loyalty than if no failure had occurred.
定义：与未发生故障相比，有效解决服务故障或投诉可以提高客户满意度和忠诚度的现象。
Example: A company addressing a customer complaint promptly and going above and beyond to resolve the issue, leading to increased customer loyalty.
示例： 一家公司及时解决客户投诉，并竭尽全力解决问题，从而提高了客户忠诚度。
SERVQUAL (13)
伺服器 （13）
Definition: A popular model for measuring service quality based on five dimensions: reliability, responsiveness, assurance, empathy, and tangibles.
定义：一种流行的模型，用于根据五个维度衡量服务质量：可靠性、响应能力、保证、同理心和有形资产。
Example: A hotel using SERVQUAL surveys to assess customer perceptions of their service quality across different dimensions.
示例：一家酒店使用 SERVQUAL 调查来评估客户在不同维度上对其服务质量的看法。
SERVQUAL Model (13)
SERVQUAL 模型 （13）
Definition: A model that identifies five dimensions of service quality: reliability, responsiveness, assurance, empathy, and tangibles.
定义：确定服务质量的五个维度的模型：可靠性、响应能力、保证、同理心和有形资产。
Example: A bank that ensures its ATMs are always operational (reliability dimension) and responds promptly to customer inquiries (responsiveness dimension).
示例：一家银行确保其 ATM 始终正常运行（可靠性维度）并及时响应客户查询（响应能力维度）。
Simultaneity (13)
同时性 （13）
Definition: Services are created and consumed in real-time, with customers actively participating in the service delivery process.
定义：服务是实时创建和使用的，客户积极参与服务交付过程。
Example: Live performances, such as concerts or theater shows, where the audience experiences the service in the moment.
示例：现场表演，例如音乐会或戏剧表演，观众可以在其中体验到服务。
Skimming Pricing (4)
撇脂定价 （4）
Definition: Setting an initially high price for a new product or service to maximize revenue from early adopters and gradually lowering it over time.
定义： 为新产品或服务设定初始高价，以最大限度地提高早期采用者的收入，并随着时间的推移逐渐降低价格。
Example: A new gaming console being introduced at a premium price and then reducing the price as it becomes more widely adopted.
示例：以高价推出新的游戏机，然后随着其更广泛地采用而降低价格。
Social Impact Assessment (10)
社会影响评估 （10）
Definition: Evaluating the positive and negative social impacts of business activities and making informed decisions based on the assessment.
定义：评估业务活动的积极和消极社会影响，并根据评估做出明智的决策。
Example: Assessing the potential social consequences of opening a new factory on the local community and implementing mitigating measures.
示例：评估开设新工厂对当地社区的潜在社会影响并实施缓解措施。
Social Media Analytics (8)
社交媒体分析 （8）
Definition: The measurement and analysis of data from social media platforms to evaluate the effectiveness of marketing efforts, track key performance indicators (KPIs), and make informed decisions.
定义： 对来自社交媒体平台的数据进行测量和分析，以评估营销工作的有效性、跟踪关键绩效指标 （KPI） 并做出明智的决策。
Example: Analyzing engagement metrics like likes, shares, and comments to assess the reach and impact of a social media campaign.
示例：分析点赞、分享和评论等参与度指标，以评估社交媒体活动的覆盖面和影响。
Social Media Content Strategy (8)
社交媒体内容策略 （8）
Definition: A plan that outlines the types of content to be created and shared on social media platforms to achieve marketing goals.
定义：概述在社交媒体平台上创建和共享的内容类型以实现营销目标的计划。
Example: Developing a content calendar with a mix of educational, entertaining, and promotional content tailored to the target audience.
示例： 开发一个内容日历，其中包含针对目标受众量身定制的教育、娱乐和促销内容。
Social Media Engagement (14)
社交媒体参与 （14）
Definition: The level of interaction and involvement of users with social media content, including likes, comments, shares, and clicks. It is used to measure the effectiveness of social media marketing efforts.
定义： 用户与社交媒体内容（包括点赞、评论、分享和点击）的互动和参与程度。它用于衡量社交媒体营销工作的有效性。
Example: A company's Facebook post receives 500 likes, 100 comments, and 50 shares, indicating a high level of social media engagement.
示例：一家公司的 Facebook 帖子收到了 500 个赞、100 条评论和 50 次分享，这表明社交媒体参与度很高。
Social Media Marketing (8)
社交媒体营销 （8）
Definition: The use of social media platforms to promote products, build brand awareness, engage with customers, and drive website traffic or conversions.
定义： 使用社交媒体平台推广商品、建立品牌知名度、与顾客互动以及提高网站流量或转化率。
Example: Creating engaging posts on Instagram to showcase products and encourage user interaction.
示例： 在 Instagram 上创建引人入胜的帖子，以展示商品并鼓励用户互动。
Socially Responsible Advertising (10)
社会责任广告 （10）
Definition: Creating advertisements that promote positive social values and avoid offensive or misleading content.
定义： 制作宣传积极社会价值观并避免冒犯性或误导性内容的广告。
Example: Featuring diverse and inclusive representations of individuals in an advertising campaign.
示例： 在广告活动中展示多元化和包容性的个人代表。
Societal Marketing Concept (1)
社会营销概念 （1）
Definition: The societal marketing concept suggests that companies should consider both their profits and the broader social implications of their actions, aiming to meet customer needs while contributing to the well-being of society.
定义： 社会营销概念表明，公司应该同时考虑其利润及其行为的更广泛的社会影响，旨在满足客户需求，同时为社会福祉做出贡献。
Example: A company that develops environmentally friendly products, supports social causes, and promotes ethical business practices while still ensuring profitability demonstrates a societal marketing concept orientation.
示例： 一家开发环保产品、支持社会事业、促进合乎道德的商业实践，同时仍确保盈利能力的公司展示了社会营销理念导向。
Societal Orientation (1)
社会定位 （1）
Definition: Societal orientation suggests that companies should consider both their profits and the broader social implications of their actions, making decisions that benefit society as a whole.
定义： 社会取向表明公司应该同时考虑其利润及其行为的更广泛的社会影响，做出有利于整个社会的决策。
Example: A company that adopts sustainable manufacturing practices, promotes environmental conservation, and supports community initiatives aligns with a societal orientation by taking actions that positively impact society beyond their business objectives.
示例：一家采用可持续制造实践、促进环境保护和支持社区倡议的公司通过采取超出其业务目标的对社会产生积极影响的行动，与社会导向保持一致。
Sponsorship (6)
赞助 （6）
Definition: A marketing strategy that involves supporting an event, organization, or cause in exchange for visibility and association with the sponsored entity. Sponsorship helps enhance brand recognition, create positive associations, and engage with target audiences.
定义： 一种营销策略，涉及支持活动、组织或事业，以换取知名度和与被赞助实体的关联。赞助有助于提高品牌认知度、建立积极的联想并与目标受众互动。
Example: A sports shoe company sponsors a marathon event, providing financial support and supplying running gear to participants. In return, the company's logo and branding are prominently displayed during the event.
示例： 一家运动鞋公司赞助了一场马拉松赛事，为参与者提供财务支持和跑步装备。作为回报，公司的徽标和品牌将在活动期间突出显示。
Stage-Gate Process (15)
Stage-Gate 工艺 （15）
Definition: A structured approach to managing the new product development process, consisting of defined stages and decision gates for project evaluation and approval.
定义：一种管理新产品开发流程的结构化方法，包括用于项目评估和批准的定义阶段和决策门。
Example: Procter & Gamble uses a stage-gate process to ensure that new product ideas progress through a series of stages, with management review at each gate before proceeding to the next stage.
例如：宝洁公司使用阶段-关卡流程来确保新产品的想法通过一系列阶段进行，每个阶段都会进行管理层审查，然后再进行下一阶段。
Stakeholder Management (10)
利益相关者管理 （10）
Definition: Identifying and addressing the needs and concerns of all stakeholders, including customers, employees, communities, and investors.
定义：识别和解决所有利益相关者（包括客户、员工、社区和投资者）的需求和关注点。
Example: A company engaging in regular dialogue with its employees to understand their concerns and taking steps to address them.
示例：一家公司与员工进行定期对话，以了解他们的担忧并采取措施解决这些问题。
Strategic Planning (7)
战略规划 （7）
Definition: Strategic planning involves setting long-term goals and defining the actions necessary to achieve them, considering internal and external factors that impact the organization's success.
定义： 战略规划涉及设定长期目标并确定实现这些目标所需的行动，同时考虑影响组织成功的内部和外部因素。
Example: An automobile manufacturer creating a strategic plan to expand its global presence, increase market share, and develop innovative electric vehicle technology.
示例：一家汽车制造商制定了一项战略计划，以扩大其全球影响力、增加市场份额并开发创新的电动汽车技术。
Supply Chain (5)
供应链 （5）
Definition: The entire network of organizations, activities, information, and resources involved in the production, distribution, and delivery of a product or service to the end consumer. It encompasses all stages, from raw material procurement to final product consumption.
定义：在向最终消费者生产、分发和交付产品或服务所涉及的组织、活动、信息和资源的整个网络。它涵盖从原材料采购到最终产品消费的所有阶段。
Example: The supply chain for a global fashion brand includes suppliers, manufacturers, distributors, and retailers working together to deliver products to customers worldwide.
示例： 全球时尚品牌的供应链包括供应商、制造商、分销商和零售商，他们共同努力向全球买家提供商品。
Supply Chain Ethics (10)
供应链道德 （10）
Definition: Ensuring ethical practices and responsible sourcing throughout the supply chain, including suppliers and subcontractors.
定义： 确保整个供应链（包括供应商和分包商）的道德实践和负责任的采购。
Example: Regularly auditing suppliers to verify compliance with labor and environmental standards.
示例：定期审核供应商以验证是否符合劳工和环境标准。
Sustainable Product Development (10)
可持续产品开发 （10）
Definition: Designing and producing products that meet present needs without compromising the ability of future generations to meet their own needs.
定义： 设计和生产满足当前需求的产品，同时不影响子孙后代满足其自身需求的能力。
Example: Creating a line of organic skincare products using sustainably sourced ingredients.
示例：使用可持续来源的成分创建一系列有机护肤品。
SWOT Analysis ( 2, 7, 15)
SWOT 分析 （2， 7， 15）
Definition: SWOT analysis is a strategic planning tool used to evaluate a company's strengths, weaknesses, opportunities, and threats, enabling the identification of key areas to leverage and potential challenges to address.
定义： SWOT 分析是一种战略规划工具，用于评估公司的优势、劣势、机会和威胁，从而能够确定需要利用的关键领域和需要解决的潜在挑战。
Example: A restaurant conducting a SWOT analysis to assess its strengths in culinary expertise, weaknesses in customer service, opportunities for expansion into catering services, and threats from new competitors entering the market.
示例：一家餐厅进行 SWOT 分析，以评估其在烹饪专业知识方面的优势、客户服务方面的弱点、扩展到餐饮服务的机会以及来自新竞争对手进入市场的威胁。
Target Audience (6)
目标受众 （6）
Definition: The specific group of individuals or potential customers that a marketing communication effort is aimed at. The target audience is identified based on demographic, psychographic, and behavioral characteristics.
定义：营销传播工作所针对的特定个人或潜在客户群体。目标受众是根据人口统计、心理和行为特征确定的。
Example: An energy drink brand targets young adults aged 18-24 who are physically active and seek an energy boost for their active lifestyles.
示例： 某个能量饮料品牌的目标客户是 18-24 岁的年轻人，他们喜欢锻炼身体，并希望通过积极的生活方式来提升能量。
Target Market (1, 11)
目标市场 （1， 11）
Definition: The target market refers to a specific group of customers that a business aims to serve with its products or services, based on their shared characteristics and needs.
定义： 目标市场是指企业根据其产品或服务的共同特征和需求，旨在通过其产品或服务服务的特定客户群。
Example: An athletic footwear company may target the market segment of active individuals who participate in sports and outdoor activities, offering products specifically designed to meet their needs and preferences.
示例： 运动鞋公司可能会瞄准参与运动和户外活动的活跃个人细分市场，提供专为满足他们的需求和偏好而设计的商品。
Target Market Identification (11)
目标市场识别 （11）
Definition: The process of identifying and selecting the specific market segments that a company will focus on for its marketing efforts. Target market identification involves evaluating different segments based on their attractiveness, potential profitability, and compatibility with the company's objectives and resources.
定义： 识别和选择公司将专注于其营销工作的特定细分市场的过程。目标市场识别涉及根据其吸引力、潜在盈利能力以及与公司目标和资源的兼容性来评估不同的细分市场。
Example: a fitness apparel brand may identify active, health-conscious millennials as its target market based on their fitness behaviors and purchasing power.
示例： 健身服装品牌可能会根据活跃、注重健康的千禧一代的健身行为和购买力，将他们确定为其目标市场。
Target Market Profile (11)
目标市场概况 （11）
Definition: A detailed description of the characteristics and traits of the target market segment. The target market profile includes demographic, psychographic, behavioral, and geographic information to provide a comprehensive understanding of the segment's preferences, needs, and buying behaviors.
定义：目标细分市场的特征和特征的详细说明。目标市场概况包括人口统计、心理、行为和地理信息，以提供对细分市场的偏好、需求和购买行为的全面了解。
Example: a beauty brand may create a target market profile for young, urban females aged 18-25 with an interest in natural and organic beauty products.
示例： 美妆品牌可能会为 18-25 岁对天然和有机美容产品感兴趣的年轻城市女性创建目标市场概况。
Target Market Selection (11)
目标市场选择 （11）
Definition: The process of choosing the most attractive and viable market segments to pursue based on their potential profitability, growth opportunities, competition, and compatibility with the company's resources and capabilities. Target market selection involves evaluating various segment characteristics and prioritizing the segments that offer the best fit for the company's marketing objectives.
定义：根据潜在盈利能力、增长机会、竞争以及与公司资源和能力的兼容性来选择最具吸引力和可行的细分市场进行追求的过程。目标市场选择涉及评估各种细分市场特征并确定最适合公司营销目标的细分市场的优先级。
Example: a hotel chain may prioritize business travelers and frequent flyers as their target market segments due to their higher spending potential.
示例：连锁酒店可能会优先考虑商务旅客和飞行常客作为其目标细分市场，因为他们的消费潜力更高。
Target Marketing (10)
目标营销 （10）
Definition: The process of identifying specific segments or groups within the larger market and developing marketing strategies tailored to meet their distinct needs, preferences, and characteristics. Target marketing allows organizations to focus their resources and efforts on the most relevant and profitable customer segments, maximizing the effectiveness of their marketing campaigns.
定义： 在更大的市场中确定特定细分市场或群体并制定量身定制的营销策略以满足其独特的需求、偏好和特征的过程。Target 营销使组织能够将其资源和精力集中在最相关和最有利可图的客户群上，从而最大限度地提高其营销活动的有效性。
Example: Suppose a sports apparel company wants to launch a new line of running shoes. Through target marketing, they identify their primary customer segment as active individuals between the ages of 25 and 40 who are passionate about fitness and engage in regular running activities. The company conducts market research to understand this target market's preferences, such as the types of running surfaces they prefer, the level of cushioning they seek in running shoes, and the importance of style and aesthetics.
示例：假设一家运动服装公司想要推出一个新的跑鞋系列。通过目标营销，他们将主要客户群确定为 25 至 40 岁之间、对健身充满热情并定期参加跑步活动的活跃个体。该公司进行市场研究以了解该目标市场的偏好，例如他们喜欢的跑步表面类型、他们在跑鞋中寻求的缓冲水平以及风格和美学的重要性。
Targeting Strategy (11)
定向策略 （11）
Definition: The approach and method used to select and focus on specific market segments. Targeting strategies determine which segments to pursue and how to allocate resources effectively. They consider factors such as segment size, growth potential, competitive intensity, and company capabilities.
定义： 用于选择和关注特定细分市场的方法和方法。定位策略确定要追求的细分市场以及如何有效分配资源。他们考虑细分市场规模、增长潜力、竞争强度和公司能力等因素。
Example: an e-commerce platform may adopt a targeting strategy of focusing on urban millennials who are tech-savvy and have a higher propensity for online shopping.
示例： 电子商务平台可能会采用定位策略，专注于精通技术且更倾向于在线购物的城市千禧一代。
Technological Factors (2)
技术因素 （2）
Definition: Advancements and innovations in technology that impact industries and consumer behavior.
定义：影响行业和消费者行为的技术进步和创新。
Example: The rise of e-commerce and mobile shopping has transformed the retail industry and how consumers make purchasing decisions.
示例：电子商务和移动购物的兴起改变了零售行业以及消费者做出购买决定的方式。
Test Marketing (4, 15)
测试营销（4， 15）
Definition: A controlled launch of a new product in a specific market to evaluate its performance and gather feedback before a full-scale rollout.
定义：在全面推出之前，在特定市场中有控制地发布新产品，以评估其性能并收集反馈。
Example: A food company conducts test marketing of a new snack product in select cities to assess consumer response and make necessary adjustments.
示例： 一家食品公司在选定的城市对一种新的休闲食品进行试销，以评估消费者的反应并做出必要的调整。
Time-to-Market (15)
上市时间（15）
Definition: The duration it takes for a product to be developed, tested, and launched into the market.
定义： 产品开发、测试和投放市场所需的时间。
Example: A technology company aims to reduce its time-to-market for new smartphone models to stay competitive in the fast-paced industry.
示例：一家科技公司旨在缩短新智能手机型号的上市时间，以便在快节奏的行业中保持竞争力。
Transportation (5)
交通（5）
Definition: The movement of products or goods from one location to another. It can involve various modes such as road, rail, air, or sea transportation.
定义： 产品或货物从一个位置移动到另一个位置。它可以涉及各种方式，例如公路、铁路、空运或海运。
Example: A shipping company transporting goods from a manufacturing plant to distribution centers.
示例：一家将货物从制造工厂运输到配送中心的运输公司。
Undifferentiated Marketing (11)
无差别营销 （11）
Definition: A marketing strategy that ignores market segmentation and targets the entire market with a single marketing mix. This approach assumes that all customers have similar needs and preferences.
定义： 一种忽略市场细分并以单一营销组合针对整个市场的营销策略。此方法假定所有客户都有相似的需求和偏好。
Example: a basic household cleaning product may be marketed to all households regardless of demographic or psychographic differences.
示例： 一种基本的家用清洁产品可以向所有家庭销售，无论其人口统计或心理差异如何。
Undifferentiated Targeting (11)
无差别定位 （11）
Definition: Targeting the entire market with a single marketing mix. This strategy assumes that all customers have similar needs and preferences.
定义：以单一营销组合定位整个市场。此策略假定所有客户都有相似的需求和偏好。
Example: a basic household cleaning product may be targeted towards all households.
示例： 一种基本的家用清洁产品可能面向所有家庭。
Unique Selling Proposition (USP) (11)
独特销售主张 （USP） （11）
Definition: A distinctive and compelling factor that sets a product or brand apart from competitors and provides a unique value proposition to customers. The USP highlights a specific benefit or feature that makes the product or brand more appealing and desirable.
定义： 一种独特且引人注目的因素，使商品或品牌从竞争对手中脱颖而出，并为买家提供独特的价值主张。USP 强调了使商品或品牌更具吸引力和吸引力的特定优势或功能。
Example: a toothpaste brand may promote its USP of "whitening power" as a key differentiator in the market.
示例：牙膏品牌可能会将其“美白力”的独特卖点作为市场的关键差异化因素进行宣传。
User Experience (UX) Design (8)
用户体验 （UX） 设计 （8）
Definition: The process of designing websites and digital interfaces that provide a positive and engaging experience for users.
定义：设计网站和数字界面的过程，为用户提供积极且引人入胜的体验。
Example: Conducting user research and testing to ensure easy navigation, intuitive layouts, and visually appealing designs.
示例：进行用户研究和测试，以确保轻松导航、直观的布局和视觉上吸引人的设计。
User-Centric Website Design (8)
以用户为中心的网站设计 （8）
Definition: Designing a website with the primary focus on delivering a seamless and intuitive user experience to visitors.
定义：设计一个网站，主要关注为访问者提供无缝和直观的用户体验。
Example: Using clear navigation menus, prominent call-to-action buttons, and responsive design to enhance usability.
示例： 使用清晰的导航菜单、醒目的行动号召按钮和响应式设计来提高可用性。
Value (1)
值 （1）
Definition: Value represents the perceived benefits or satisfaction that customers derive from a product or service in relation to its cost.
定义： 价值表示客户从产品或服务中获得的相对于其成本的感知收益或满意度。
Example: A customer purchasing a high-quality smartphone that offers advanced features, durability, and excellent customer support at a reasonable price perceives the product as having a high value.
示例： 买家以合理的价格购买了具有高级功能、耐用性和卓越客户支持的高品质智能手机，认为该商品具有很高的价值。
Value Proposition (11, 15)
价值主张 （11， 15）
Definition: The unique set of benefits and value that a product or brand offers to its customers. The value proposition is a promise of the value that customers can expect to receive by choosing the offering over competitors. It communicates the key reasons why customers should buy and use the product.
定义： 商品或品牌为其买家提供的一组独特优势和价值。价值主张是客户通过选择产品而不是竞争对手可以期望获得的价值的承诺。它传达了客户应该购买和使用该产品的关键原因。
Example: a skincare brand may offer a value proposition of natural and organic ingredients that provide effective and gentle skincare solutions.
示例： 护肤品牌可能提供天然和有机成分的价值主张，以提供有效和温和的护肤解决方案。
Variability (13)
可变性 （13）
Definition: Services can vary in quality due to their reliance on human interaction and other factors.
定义：由于服务依赖于人工交互和其他因素，因此服务的质量可能会有所不同。
Example: Restaurant service, where the quality of service can vary depending on the staff and circumstances.
示例：餐厅服务，服务质量可能因员工和情况而异。
Warehousing (5)
仓储 （5）
Definition: The storage and management of inventory in a designated facility.
定义： 在指定设施中储存和管理库存。
Example: A company leasing a warehouse to store and organize its products before distribution.
示例：一家公司租赁仓库，以便在配送前存储和组织其产品。
Warranty ( 4)
保修 （4）
Definition: A guarantee provided by the seller to the buyer, promising to repair or replace a product within a specified period if it has defects or malfunctions.
定义： 卖方向买方提供的保证，承诺在规定期限内维修或更换产品，如果产品存在缺陷或故障。
Example: A smartphone manufacturer offering a one-year warranty that covers repairs or replacement for hardware faults.
示例： 一家智能手机制造商提供一年保修，涵盖硬件故障的维修或更换。
Website Analytics (8)
网站分析 （8）
Definition: The collection and analysis of data related to website performance, user behavior, and marketing campaigns.
定义：收集和分析与网站性能、用户行为和营销活动相关的数据。
Example: Using tools like Google Analytics to track website traffic, user engagement, and conversion metrics to make data-driven decisions.
示例：使用 Google Analytics 等工具跟踪网站流量、用户参与度和转化指标，以做出数据驱动的决策。
Website Speed Optimization (8)
网站速度优化 （8）
Definition: Optimizing a website's loading speed to provide a fast and smooth browsing experience.
定义：优化网站的加载速度以提供快速流畅的浏览体验。
Example: Compressing image files, minifying code, and using caching techniques to reduce page load times.
示例：压缩图像文件、缩小代码以及使用缓存技术来缩短页面加载时间。
Wholesaler (5)
批发商 （5）
Definition: Wholesalers are intermediaries who buy products in bulk from manufacturers and sell them to retailers or other businesses. They typically operate on a larger scale and help in efficient distribution by storing, sorting, and breaking down large quantities of products.
定义： 批发商是从制造商处批量购买商品并将其出售给零售商或其他企业的中介机构。它们通常以更大的规模运营，并通过存储、分类和分解大量产品来帮助高效配送。
Example: a grocery wholesaler purchases products from multiple food manufacturers and supplies them to local supermarkets.
示例： 杂货批发商从多家食品制造商处购买商品，并将其供应给当地超市。
