Learning Key Terms 学习术语

Market市场: A market is any place where the sellers of a particular good or service can meet with the buyers of that goods and service where there is a potential for a transaction to take place. In terms of marketing, a market means the set of all actual and potential buyers of a product or service.

Need需求: A need is a basic requirement that an individual wishes to satisfy.

Want欲望: A want is a desire for a specific product or service to satisfy the underlying need.

Demand需要: A demand is a want for a specific product sup- ported by an ability and willingness to pay for it.

Marketing市场营销: It's a process of planning and executing wide-range of activities to create exchanges that satisfy needs and wants.

Customer delivered value顾客让渡价值: It is a difference between Total Customer Value and Total Customer Cost.

Production concept生产观念: It's a management philosophy that focuses on producing cheaper goods for customers.

Product concept产品观念: It's a management philosophy that assumes good quality is what buyers want from products. Companies concentrate on how to improve better quality of product regardless of cost.

Selling concept推销观念: It's a management philosophy that emphasizes selling because of increased competition.

Marketing concept营销观念: It's a management philosophy that focuses on understanding customer needs and wants and building products and services to satisfy them.

Societal marketing concept社会营销观念: This management philosophy holds that a company should make good marketing decisions by considering consumers? wants, the company's requirements, and society's long-term interests. It is closely linked with the principles of corporate social responsibility and of sustainable development.

International Marketing国际市场营销: International mar- keting is a multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.