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.
customer的中文意思目标市场：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 consumer, an image that will differentiate the offering from competing ones and squarely communicate to consumers that the particular product or service will fulfill their needs better than competing brands.
定位：就是要在消费者的脑海中为产品或服务树立起一个与众不同的形象，这种形象要能区分竞争性的产品或服务，并能清晰地向消费者表达出这一特殊的产品或服务能比竞争性品牌更好地满足他们的需求。
第二章 消费者研究
Attitude scales: Researchers often present respondents with a list of products or product attributes for which the are asked to indicate their relative feelings or evaluations. The instruments most frequently used to capture this evaluative data are called attitude scales.
态度量表：研究者经常给受访者展示一系列产品属性，要求他们说出自己的相对感觉与评价。
这种经常用来收集评估数据的工具就叫做态度量表。
Depth interview: A lengthy and relatively unstructured interview designed to uncover a consumer’s underlying attitudes and/or motivations.
深度访谈：是受访者与专业的采访者之间的一次较长的（30min~1h）、非结构化的访谈。
Focus group: A qualitative research method in which about eight to ten persons participate in an unstructured group interview about a product or service concept.
焦点小组：一种定性研究的方法，是由8~10人参与的对于产品或服务观念的非组织性的访谈。
Interpretivism: A postmodernist approach to the study of consumer behavior that focuses on the act of consuming rather than on the act of buying. Interpretivists stress the importance of symbolic, subjective experience and the idea that meaning is in the mind of the person.
阐释主义：一个学习消费者行为学的后现代的方法，相比较购买行为更致力于消费行为。阐释主义着强调符号的重要性、主观经验和人们的想法。
Positivism: A consumer behavior research approach that regards the consumer behavior discipline as an applied marketing science.  Its main focus is on consumer decision making.
实证主义：消费者行为的研究方法，以消费者行为作为一种应用营销科学学科。它的重点在于消费者决策。
Primary research: Original research undertaken by individual researchers or organizations to meet specific objectives.  Collected information is called Primary Data.
直接研究：由个体研究者或组织为了实现某种具体目标而展开的原始研究。
Qualitative research: Consists of depth interviews, focus groups, metaphor analysis, collage research, and projective techniques. Findings tend to be subjective because the small sample sizes, qualitative research findings can not be projected to larger populations
but are used primarily to provide new ideas and insight for the development of positioning strategies. Also called Interpretivism.
定性研究：包括深入访谈、焦点小组、隐喻分析、拼图研究和投影法。结果是带有主观性的，因为要本很小，所以研究结果不能推广到更大的人。其主要目的是为了获得关于促销活动与产品的新观点，也被称为“阐释主义”（目的是为了了解消费习惯）。
Quantitative research: Enables marketers to “predict” consumer behavior. Also called positivism. Research methods include experiments, survey techniques, and observation. Findings are descriptive, empirical and generalizable.  If the date collection is from random sample, the quantitative research findings can be projected to larger populations.

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