消费者行为学-中英文名词解释.doc

中英文名词解释 第一章 导言 Consumer behavior: The term consumer behavior is defined as the behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. 消费者行为学：消费者在寻求、购买、使用、评价和处理他们期望能够满足其需求的产品和服务过程中所表现出的行为。 Consumer decision making: In put, process, out put. 消费者决策：输入、处理、输出 Consumer research: Methodology used to study consumer behavior. 消费者研究：描述用以研究消费者行为的过程与工具。 Marketing concept: A consumer-oriented marketing philosophy that focuses on the needs of the buyers and the profits through customer satisfaction. 市场营销观念：关注买方的需求通过顾客满意来创造利润的顾客导向的市场营销哲学。 Organizational consumer: A business, government agency, or other institution (profit or nonprofit) that buys the goods, services, and/or equipment necessary for the organization to function. 组织消费者：包括盈利和非盈利的商业单位、政府机构和各种组织机构，它们必须购买产品、设备和服务来维持组织的运转。 Personal consumer: The individual who buys goods and services for his or her own use, for household use, for the use of a family member, or for a friend. (Also referred to as the Ultimate Consumer or End User.) 个体消费者：个体消费者购买产品和服务是为了他或她自己的消费，为了家庭的消费，或者作为礼物送给朋友。（也被称作最终消费者和最终用户）。 Societal marketing concept: A revision of the traditional marketing concept that suggests that marketers adhere to principles of social responsibility in the marketing of their goods and services; that is, they must endeavor to satisfy the needs and wants of their target markets in ways that preserve and enhance the well-being of consumers and society as a whole. 社会市场营销观念：要求所有的市场营销者都要遵循在产品和服务的营销中体现社会责任这一原则；这就是说，它们要努力以一种能够保持与提高消费者和社会总体福利的方式来满足目标市场的需要与需求。 Market segmentation: is the process of dividing a market into subsets of consumers with common needs or characteristics. 市场细分：就是利用共同的需求或特征将一个市场划分为若干顾客自己的过程。 Targeting: Market targeting is selecting one or more segments identified for the company to pursue. 目标市场：选择一个或多个细分市场作为公司所追求发展的市场。 Positioning: is developing a distinct image for the product or service in the mind of the