دیکشنری مدیریت بازاریابی

دیکشنری رایگان آنلاین مدیریت بازاریابی

دیکشنری مدیریت بازاریابی Marketing Management Dictionary

What’s the meaning of 

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MarketبازارThe set of all actual and potential buyers of a product or service = A group of people or organisations that have similar needs and wants, the desire to satisfy those needs and wants, the means of exchange (money) to satisfy their needs and wants, and the ability and authority to make the exchange (purchase)
MarketingبازاریابیA social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others
Demarketingبازاریابی کاهنده Marketing to reduce demand temporarily or permanently; the aim is not to destroy demand, but only to reduce or shift it
Marketing Managementمدیریت بازاریابیThe analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives
NeedنیازA state of felt deprivation
WantخواستهThe form taken by a human need as shaped by culture and individual personality
Hierarchy of needsسلسه مراتب نیازهاA system of needs which includes physiological needs, the need for satisfaction, the need for belonging and love, the need for esteem, and the need for self-actualization
productمحصولAnything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, organizations, and ideas
ServiceخدمتAny activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything
Customer valueارزش مشتریThe difference between the values the customer gains from owning and using a product and the costs of obtaining the product
Customer satisfaction رضایت مشتریThe extent to which a product’s perceived performance matches a buyer’s expectations. If the product’s performance falls short of expectations, the buyer is dissatisfied. If performance matches or exceeds expectations, the buyer is satisfied or delighted
Consumer marketsبازارهای مصرفThe most visible markets, which consist of individual customers who buy products for their own use or for use by other members of their households
Industrial markets بازارهای صنعتیMarkets made up of organisations which buy in order to produce goods
Exchange معاملهThe act of obtaining a desired object from someone by offering something in return = A transaction between two or more persons, groups, or organisations in which each party gives up something of value and receives something of value
TransactionمبادلهA trade between two parties that involves at least two things of value, agreed-upon conditions, a time of agreement, and a place of agreement
Relationship marketingبازاریابی ارتباطیThe process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders
Competitive advantageمزیت رقابتیThe part of a firm‘s total offering which is superior to that of its
CompetitorsرقباSomething unique or special that a firm does or possesses that provides an advantage over its competitors
Terms of core marketing conceptواژه های اصلی مفهوم بازاریابیneeds, wants, demand, value, cost, satisfaction, marketing, marketer, exchange, transaction, relationship
Core benefitمفنعت اصلی/ بنیادیThe need that a product fulfills or the problem it solves
BuyersخریدارانThose who carry out the formal arrangements for purchase, service, delivery, and financial terms
Demand تقاضاA relation among the various amounts of a product that buyers would be willing and able to purchase at possible alternative prices during a given period of time, all other remaining the same
Compensatory decision rule قانون تصمیم جبرانیA type of decision rule for evaluating alternatives where consumers consider each brand with respect to how it performs on relevant or salient attributes and the importance of each attribute. This decision rule allows for a negative evaluation or performance on a particular attribute to be compensated for by a positive evaluation on another attribute
Compensatory modelمدل جبرانیA model which assumes that consumers judge a limited number of product attributes, that the attributes vary in importance to the consumer, and that strength in one area compensates for weakness in another
Non-compensatory modelمدل غیرجبرانیA model of information processing in which a high rating for one attribute does not offset a low rating for other
Conjunctive decision rule قانون تصمیم عطفی / ربطیA type of decision rule for evaluating alternatives where consumers establish minimally acceptable levels of performance for each important product attribute and accept an alternative only if it meets the cut-off level for each attribute
Consumer socialization processفرایند اجتماعی شدن مصرف کنندهThe process by which an individual acquires the skills needed to function in the marketplace as a consumer
Service market بازار خدماتAll organisations that buy in order to produce services
Vertical markets بازارهای عمودیThe markets on which products are tailored for specific industries
Horizontal markets بازارهای افقیMarkets on which products are sold to a wide range of industries
UtilityسودمندیA measure of the satisfaction obtained through the receipt of something of value in an exchange
Form utilityابزار سودمندی / کاربردیThe usefulness attributable to the form or design of something received
UsersکابرانPersons within an organisation who actually put a purchased product to work
StakeholdersسهامدارانThose who use company‘s products or services, those who work for the firm, those who own it, and those who are affected by it
Total market potential بازار بالقوه کلThe total possible sales of the product by all competitors
Total market demandتقاضای کل بازارThe total volume that would be brought by a defined consumer group in a defined geographical area in a defined time period in a defined marketing environment under a defined level and mix of industry marketing effort
Unitary demand تقاضای واحدA given percentage change in price results in an identical percentage change in the quantity demanded
Time utilityکاربرد زمانThe usefulness given when something of value is received at the time it is wanted
Production concept مفهوم تولیدThe philosophy that consumers will favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency
Product conceptمفهوم محصولThe idea that consumers will favor products that offer the most quality, performance, and features and that the organization should therefore devote its energy to making continuous product improvements. A detailed version of the new-product idea stated in meaningful consumer terms
Selling conceptمفهوم فروشThe idea that consumers will not buy enough of the organization’s products unless the organization undertakes a large-scale selling and promotion effort
Marketing conceptمفهوم بازاریابیThe philosophy that business organisations achieve their profit and other goals by satisfying consumers
Marketing concept مفهوم بازاریابیThe marketing management philosophy that holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do

 

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