营销常用英文手册
市场营销专业英语重点整理
单选：20；单词汉译英：10；单词英译汉：10；句子英译汉：30；阅读：10；作文：20营销英语重点整理一、单词：Marketing management 营销管理New products development 新产品开发Sales channel 销售渠道Public relation 公共关系Consumer behavior 消费者行为Marketing research 营销调研Market segmentation 市场细分Sales promotion 销售促进Allowance 折让Brand awareness 品牌意识Brand extension 品牌扩展Brand loyalty 品牌忠诚Breath of product assortment 产品线的宽度Breath or diversity of product lines 产品线的宽度或多样性Buying inertia购买惯性Buying intention 购买意图Market share 市场份额Brand loyalty 品牌忠诚度Intensive distribution 密集分销渠道Selective distribution 选择性分销Exclusive distribution 独家分销Intermediaries brand 中间商品牌Wholesaler 批发商Retailer 零售商Department store 百货公司Supermarket 超市Convenience store 便利店Buying inertia 购买惯性Convenience goods 便利品Customer satisfaction 顾客满意度Customers’ preference 顾客偏好Economies of scale 规模经济Global-market expansion 全球市场扩张Growth rate of market 市场增长率Growth stage of product life cycle 产品生命周期的成长阶段Industry attractiveness 行业吸引Localization strategy 本土化战略Comparative advertisements 比较广告Competition-orientated pricing 竞争导向定价法Customer-orientated pricing 顾客导向定价法Personal selling 人员销售Advertising strategies 广告策略Public relation 公共关系Marketing research 营销调研Product strategy 产品策略Product mix 产品组合The marketing concept 营销观念Consumer market 消费者市场Customer satisfaction 顾客满意Total customer value 顾客总价值Marketing environment 营销环境Market segmentation strategy 市场细分策略Market targeting strategy 目标市场策略Market positioning strategy 市场定位策略Product life cycle 产品市场寿命周期The selling /sales concept 销售观念The product concept 产品观念Marketing management philosophy 市场营销观念Societal marketing concept 社会营销观念Macro-marketing environment 宏观营销环境Product mix 产品组合Customer loyalty 顾客忠诚度Market targeting 目标市场选择Niche-market strategy 利基市场战略Personal selling 人员推销Price discrimination 价格歧视Potential customer 潜在顾客Potential market 潜在市场Product development 产品开发Product positioning 产品定位Segmentation criteria 细分标准Specialty goods 特殊产品二、句子：1、The societal marketing concept holds that the organization should determine the needs, wants, and interests of target markets. It should then deliver superior value to customers in a way that maintains or improves the consumer’s and the society’s well-being. The societal marketing concept is the newest of the five marketing management philosophies.翻译：社会营销观念认为一个组织应该确定目标市场的需求和兴趣，然后应以一种方式向顾客提供最大价值，这种方式必须保持和改进消费者及整个社会的福利水平。
营销英文词汇注解
营销英文词汇注解
档案报表：
File Management 档案管理 Product Distribution List 产品分销表 SOP Standard Operating Procedure 标准作业流程 Weekly /Monthly Report 周、月报表 Itinerary Plan Schedule 拜访行程表 Order Form 订单 Course Map 路线图 Competitor Information 竞争品牌信息 Customer List 客户清单 SDA: Skill Development Activity 技能开发活动 CRC卡Customer Record Card 客户记录卡 Promotion Activity Record 促销活动记录
营销英文词汇注解
陈列活动
Mass Display 堆头陈列 DM：Direct Mail 促销海报 TG 端架陈列 POSM 促销辅助物 Shelf Display 货架陈列 Flag Line 吊旗 Check-out Display 收银台陈列 Sampling 派样 Dump-Bin Display 促销箱陈列 Shelf-Talker 货架卡 Promotional Activity 促销活动 Expense 费用 TP: Trade Promotion 通路促销活动 A&P Advertising& Promotion 广告促销费用 CP: Consumer Promotion 消费者促销活动
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市场营销英语单词完整版
单元一1. marketing mix:营销组合2. market a brand:3. product:产品4. range:范围、幅度5. quality:质量6. branding：品牌化7. reputation：声誉、名望8. support：支持、支撑9. price：价格10. place：渠道11. location：位置，当地12. outlet：批发商店13. accessibility：可接近的，可得到的14. promotion：促销15. promotional mix:促销组合16. promotional tool：促销工具17. TV advertising:电视广告18. talk about:谈论19. people:人20. physical presence：实体存在21. process：处理、方法、步骤22. physical evidence：物证23. tangible：有形的24. launch：发表25. distribution：分布、分配26. delivery：交付（贸易）27. advertising：广告28. direct marketing：直接营销29. customer：顾客30. competitor：竞争者31. premium pricing：保险定价32. special deals：特殊交易单元二1. customer need:顾客需求2. solve a problem：解决问题3. meet these need：满足他们的需求4. cost to user：消费者5. perceive the cost：理解消费、认知消费6. convenience：便利7. convenient：方便的8. make an effort：作出努力9. communication：通讯10. communicate：通讯、传达11. acceptability：可接受性13.acceptable 可接受的14.socially acceptable 可被社会接受的15.fashionable 流行的16.attractive 引人瞩目的17.affordability 可购性18.legally acceptable 法律上可接受的19.accessibility 易接近，可达到20.easy to access 容易得到21.accessible 易接近的22.awareness 认识、意识、明白23.aware of:意识到，知道24.high 高度25.object 目标26.manufacturerd 制造27.high quality 高质量28.bottom end 低档的29.objective 客观的，目标的30.revenue objective 收益目标anizations 组织anize 组织33.distribution method 分配方式34.operations 操作35.promotional operation 促销办法36.attract 吸引37.attention to 对··的注意38.become aware of 使得关心39.create an interest in 创造一个兴趣点40.develop an interest 发展权益41.develop a desire 发展一个愿望42.actively want：积极想要43.prompt action：迅速采取行动44.take steps 步骤第三单元1． Carry out 实施2． SWOT analysis：SWOT分析3． Identifies：识别、确定4． Strength：优势5． Weakness：劣势6． Opportunity：机会7． Threat：威胁8． Internal factor：内部9． External factor：外部10. Exploit:开发11. Build on strength：建立优势12. Anticipate the threat：预料威胁13. Seize the new opportunity：抓住机会14. Address：处理15. Pose a serious threat：提出很大威胁16. Minimize the weaknesses: 最小化劣势17. Under threat from：来自于。
市场营销专业词汇中英文对照手册
市场营销专业词汇中英文对照表Marketing Management营销管理New Products Development新产品开发Service Industry Marketing效劳业营销Advertising广告Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道Public Relationship公共关系Consumer Behavior消费者行为Systems of Management Information管理信息系统Marketing Research营销调研accesibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略positioning定位additions to existing product lines 现有产品线的增加administered vertical marketing systems 管理式垂直营销系统market segmentation市场细分sales promotion销售促进advertising feedback 广告反响advertising frequency 广告频率advertising media 广告媒体advertising reach 广告接受人数advertising message 广告信息advertising source 广告信息来源agent middleman 代理商allowance 折让alteration 退换American Marketing Association 美国营销协会annual marketing plan 年度营销方案assurance 保证attitudes of consumers 消费者态度availability 可获得性/供货能力awareness 〔产品〕知晓度/知名度baby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码barter 实物交易basic physical needs 根本生理需要BCG Grow-Share Matrix 波士顿增长-份额矩阵before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试blue collars 蓝领bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand's equity 品牌的价值break-even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度breath or diversity of product lines 产品线的宽度或多样性bribery 贿赂British Airways 英国航空公司brokers 经纪人budgeting 预算bundle 捆绑Bureau of Census 人口统计局busines strength rating 商业能力评分business plan 商业方案business position 经营地位business sector 商业部门business services markets 商业效劳市场business strategies 经营战略business unit strategy 经营单位战略buyback allowances 回购折让buyback arrangements 产品返销buyers' bargaining power 买方的讨价还价能力buyers 采购者buying behavior 购置行为buying center 采购中心buying inertia 购置惯性buying intention 购置意图buying offices 连锁商店的进货中心buying power indes (BPI) 购置力指数buying situation 采购情况/类型buying task 采购任务capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel conflicts 渠道冲突channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道choice criteria 选择标准closing a sale 结束销售clothing retailers 服装零售商co-branding 联合品牌code of ethics 〔职业〕道德标准coercive power 强制权cognitive dissonance 认识的不协调collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体company personnel 公司员工comparative advertisements 比较广告comparison of brands 品牌比较compensation deals 补偿处理compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 补偿性的competition and industry evolution 竞争和行业演变competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive (supply-side) evolution 竞争〔供方〕演变competitive factors 竞争因素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力competitor analysis 竞争者分析complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场computerized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况conflict and resolution strategies 冲突和解决战略conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型consumer decision-making 消费者〔购置〕决策consumer goods channels 消费品分销渠道Consumer Goods Pricing Act, USA 美国消费品定价法案consumer goods 消费品consumer markets 消费品市场consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers' perceptions 消费者感知consumption 消费contests 竞赛contingency planning 权变方案contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际奉献〔奉献毛利〕分析contributrion margin 边际奉献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 效劳的便利性Cool Whip 清凉维普co-operative advertising 合作性广告co-ordination and conflict resolution 协调与冲突解决co-production 合作生产core benefit proposition (CBP) 核心利益方案/提议corollary-data method 推定数据法corporate HQ 公司总部corporate scope 公司〔经营〕范围corporate strategy 公司战略corporate vertical marketing systems 公司式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告corrective action 矫正行动cost analysis 本钱分析cost effectiveness 本钱有效性cost leadership strategy 本钱领先战略cost of capital 资本本钱cost of goods sold (COGS) 产品销售本钱cost reductions 降低本钱产品cost-and-volume relationship 本钱-数量关系cost-oriented pricing 本钱导向定价法cost-plus/mark-up pricing 本钱加成/溢价定价法costs and benefits of marketing functions 营销职能的本钱和效益costs of competitors 竞争者本钱costs of distribution 分销本钱countertrade 对等贸易coupons 优惠券courtesy 礼貌coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing 习惯性定价法customer analysis 顾客分析customer contact 顾客接触customer demand 顾客需求customer intimacy 顾客亲密度customer loyalty 顾客忠诚度customer need 顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保存customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客效劳customer-oriented pricing 顾客导向定价法customers' perception 顾客感知customers' preferences 顾客偏好customers' price sensitivity 顾客的价格敏感度customizing 定制data collection 数据收集data confidentiality 数据保密data research 数据研究data sources 数据来源dealers 经销商deceptive advertisements 欺骗性广告deciders 决策者declining markets 衰退市场decoding 解码defect rate 缺陷率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略defensive positioning 防御性定位delivery time 交付时间delivery 配送demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 可靠性deregulation 放松管制derived demand 衍生需求descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants 决定因素different responses 差异反响differentiated defender strategy 差异化防御战略differentiated marketing 差异化营销differentiation over time 不同时间的差异differentiation strategy 差异化战略differentiation 差异化diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度direct costing profitability analysis 直接本钱盈利性分析direct mail 直接邮寄direct marketing via advertising media 通过广告媒体的直接营销direct marketing 直接营销direct product profitability (DPP) 直接产品盈利性/利润率direct selling 直销discount rate 贴现率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价策略discriminant analysis 差异分析法discriminatory adjustments 歧视价风格整discriminatory pricing adjustments 歧视定价调整disjunctive model 别离模型display space 陈列空间disposable income 可支配收入dissonance-attribution hierarchy 不和谐-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销策略distribution 分销distributor/store (private lables) brands 分销商/私有品牌distributors 分销商diversification 多元化divest 撤退divest 出让divestment or liquidation 收回投资或清算dividend 红利dogs 瘦狗类domestic target marketing strategies 国内目标市场定位的营销战略dropping products 放弃产品dry cleaning 干洗dual/two channel distribution systems 双重分销系统duplication 〔媒体〕重复DuPont 杜邦公司durability 耐用性early vs late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素economic power 经济权economies of scale 规模经济education services 教育效劳effectiveness 有效性efficiency 效率emergency goods 急需品emotional appeals 情感诉求empathy 移情作用empirical evidence 经验性实例empowerment 授权encoding 编码end use 最终使用endorsement 赞同engineering 〔产品〕工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit 〔公司〕伦理审计ethics of marketing 营销伦理道德ethnic composition 种族构成European Community 欧共体evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估event sponsorship 事件赞助event 活动everyday low-price (EDLP) 天天低价evoked set 引发的组合evolution of market 市场演变exchange 交换exclusive dealing 独家销售exclusive distribution 独家分销executive summary 执行摘要exhibition media 展示广告媒体existing market 现有市场exit barriers 退出壁垒expansion path 扩张途径expectation measures 〔顾客〕预期测度expectations of customers 顾客期望expected unit sales 预计产量expected value 期望价值experience curve 经验曲线experimental research 实验性研究expert power 专长权exploratory research 探索性研究export agents 出口代理〔商〕export jobbers 出口批发商export management company 出口管理公司export merchants 出口贸易商export 出口exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额external data sources 外部数据来源external environment 外部环境extrapolation of past sales trends 过去销售趋势推测法facilitating agencies 辅助/中介机构factor analysis 因素分析法fads 时尚family branding 家族品牌family life cycle 家庭生命周期family structure 家庭结构farm products 农产品fast-moving consumer goods (FMCG) 快速变动的消费品fear appeals 恐惧/顾虑诉求features 特征Federal Department Stores 联邦百货商店Federal Trade Code 〔FTC) 联邦贸易法案FedEx (Federal Express) 联邦快递feedback data 反响数据field test marketing 实地市场测试financing 融资fisheries 渔业fit and finish 结实度与外观fixed costs 固定本钱fixed salary 固定工资flanker strategy 侧翼进攻战略flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational structure 扁平的组织结构FOB origin pricing FOB产地定价法focus strategy 集中战略followers 追随者Ford 福特公司foreign middlemen 国外中间商forestry 林业formalization 形式/标准化formulate 制定fortress/position-defence strategy 防御堡垒战略Fortune ?财富?杂志forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 免费号码free goods 免费商品freight-absorption pricing 免收运费定价法fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全本钱盈利性分析full-service wholesalers 全方位效劳的批发商functional competencies and resource allocation 职能能力与资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍functional organizational structure 职能型组织结构functional performance 功能性能functional strategy 职能战略games 比赛gap 差距gatekeepers 信息传递者general behavioral descriptors 一般行为变量General Electric (GE) 通用电气General Foods Corporation 通用食品general merchandise discount chains 群众商品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布geographical organization of sales force 按地区组织销售队伍Gillette 吉列剔须刀global adjustments 全球调整global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制global markets 全球市场global niche strategy 全球时机战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场globalization 全球化global-market expansion 全球市场扩张goals 总目标going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制greenhouse effect 温室效应grey market 灰色市场gross domestic product (GDP) 国内生产总值gross margin 毛利gross national product (GNP) 国民生产总值gross profit 毛利gross rating points (GRPs) 总级别指数group/category product manager 类别产品经理growing markets 成长市场growth rate of market 市场增长率growth stage of product life cycle 产品生命周期的成长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leaders 市场领导者的市场增长战略growth-market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 保证/担保guarantees 保证Gucci 古琦〔世界著名时装品牌〕Haagen-Dazs 哈根达斯hard technology 硬技术Harvard Business Review ?哈佛商业评论?harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations (HMOs) 〔美国〕卫生保健组织heavy buyer 大客户Heileman Brewing CompanyHeinz 亨氏食品helpfulness 有益性Henkel 汉高Hertz 赫兹〔美国汽车租赁巨头〕Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商high market share global strategy 高市场份额全球战略high-contact service system 高接触效劳系统high-involvement product 高参与产品high-involvement purchase 高参与购置hight market share 高市场份额战略Hilton 希尔顿Holiday Inns 假日旅馆homogeneous market 同质市场Honda 本田household/family life cycle 家庭生命周期household 家庭hybrid technology 混合技术idea generation 创意的产生/生成ideas for new products 新产品创意/设想idea-screening process 创意筛选过程identification of segments 识别细分市场Illinois Tool Works 伊利诺斯工具厂image pricing 形象定价imitative positioning 模仿定位imitative strategy 模仿战略impact evaluation 影响评估impersonal sources 非个人的信息来源implementation and control of marketing programs 营销方案的执行和控制implementation 实施improvements in or revisions of existing products 现有产品的改良或修正impulse buying 冲动购置impulse goods 冲动购置品incentives 鼓励income 收入increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接本钱盈利性分析individual brand 个别品牌individual value 个人价值industrial goods & services 工业产品和效劳industrial goods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-business position matrix 行业吸引力-业务地位矩阵industry dynamics 产业动态industry evaluation 产业评估industry evolution 产业演变inelastic 缺乏价格弹性influencers 影响者infocommunications industry 信息通信行业infomercials 商业信息广告information age 信息时代information search 信息搜集information technology 信息技术information 信息informative 告知性的ingredient 成份in-home personal interview 个人家庭访谈in-house use tests 内部使用测试innovation 创新innovativeness 创新性installation 设施in-store display 店内展示in-store positioning 店内布局in-store promotion 店内促销intangibles 无形integrated marketing communication plan (IMC) 整合营销传播方案integration of perception 感知整合integration 整合Intel 因特尔intensity of market position 市场地位的集中程度intensity 集中程度intensive distribution 密集型分销interactions across multiple target markets 多目标市场间的相互作用interactive media 交互式媒体interest rates 利率internal data sources 内部数据来源internal marketing 内部营销internal organizational structure 内部组织结构international advertising 国际广告international channels 国际分销渠道international division 国际分部international marketing 国际营销international organizational design 国际组织设计internationalization of services 效劳的国际化introductory stage of product life cycle 产品生命周期的推出阶段inventory level 库存水平investor relations advertising 投资关系广告issue advertising 观点广告jobbers 批发商Johnson & Johnson 强生joint ventures 合资jury of executive opinion 行政管理人员群体意见法just noticeable difference (JND) 恰巧注意到的差异just-in-time (JIT) management system 准时制管理体系just-in-time purchasing arrangements 及key account management 主要客户管理key accounts 关键客户key benefits 核心利益key environmental issue identification 确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户laboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级结构legal services 法律效劳legislation 立法legitimate power 法定权level of compensation 酬金水平level of technical sophistication 技术的复杂程度Levi Strauss 李维·史特劳斯Levi's 列维斯〔全球最大的牛仔服制造商〕lexicographic model 词典编纂模型lifestyle 生活方式limited-service wholesalers 有限效劳的批发商line extension 产品线扩展line filling 产品线填充line stretching 产品线延伸list price 订价Lloyd's of London 伦敦劳埃德保险公司localizaiton strategy 本地化战略location pricing 场所定价location 位置lodging 房屋出租logistical alliances 后勤联盟long-term memory 长期记忆lost customer 失去的顾客Louis Vuitton 路易·威登〔法国著名时尚品牌〕low-contact service system 低接触效劳系统low-cost defender 低本钱防御型low-cost position 低本钱地位low-involvement hierarchy 低参与程度层级结构macro risks 宏观风险macroenvironment 宏观环境macrosegmentation 宏观细分mail-order retailers 邮购零售商maintaining market share 保持市场份额maintenance strategy 保持战略management overhead 管理费mandatory adaptation 强制性适应manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives 生产商的代理商/销售代表manufacturers' export agents (MEA) 制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/分支机构manufacturing process 制造过程manufacturing 制造业market aggregation strategy 整体市场战略market attractiveness factors 市场吸引力因素market attractiveness 市场吸引力market attractiveness/business position matrix 市场吸引力/业务地位矩阵market circumstances 市场环境market demorgraphics 市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战略market exclusion 市场排斥market expansion strategy 市场扩张战略market factors 市场因素market followers 市场跟随者market growth rate 市场增长率market hirarchy 市场等级market inclusion 市场纳入market leaders 市场领导者market measurement 市场测量market opportunity analysis 市场时机分析market oriented 以市场为导向的market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜力测度market research 市场研究market segment 细分市场market segmentation 市场细分market share 市场份额market targeting 目标市场选择market 市场marketability 市场开拓能力market-entry strategies 市场进入战略marketing action plan 营销行动方案marketing audit 营销审计marketing channel 营销渠道marketing codes of conduct 营销行为标准marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制marketing decision support systems (MDSS) 营销决策支持系统marketing environment audit 营销环境审计marketing flows and functions 营销过程和职能marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响marketing information system 营销信息系统marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合marketing policy 营销策略marketing productivity area audit 营销生产力领域的审计marketing program components 营销方案内容marketing program 营销方案/方案marketing relationship 营销关系marketing research 营销研究marketing strategy 营销战略market-management organizational structure 市场管理组织结构mark-up price 产品/溢价价格Marlboro 万宝路Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场渗透战略mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构Matsushita 日本松下电子mature conformists 成熟的随大流者mature markets 成熟市场mature stage of product life cycle 产品生命周期的成熟阶段McDonald's 麦当劳McDonnell Douglas 麦道公司MCI电讯公司〔前世界通信公司〕MDSS (Marketing-Decision Support System) 市场决策支持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准media audiences 媒体受众medical and health services 医疗卫生效劳Medico Containment Servicesmemory of consumers 消费者记忆Mercedes-Benz 梅赛德斯-奔驰Mercer Management Consulting 美国美智管理参谋公司merchandising 推销merchant middlemen 国内贸易中间商merchant wholesalers 商业批发商message structure 信息结构Michael Porter 迈克尔-波特micro risks 微观风险microsegmentatioin 微观细分Miller Tyding ACT, USA 米勒·泰丁法案minging 矿业Minnesota Mining and Manufacturing Company (3M) 明尼苏达矿业和制造公司Minolta 美能达miscellaneous sources 多方面来源mission 宗旨missionary selling 推销式销售Mitsubishi Heavy Industries 三菱重工modified rebuy 调整再购monosegment positioning 单一细分市场定位Monsanto 孟山都农业生物技术公司moral appeals 伦理/道德诉求morals 道德Motorola 摩托罗拉multichannel distribution 多渠道分销multidimensional scaling 多维等级法multilevel selling 多级销售multinational coporations (MNCs) 跨国公司multiple test markets 多测试市场multiple-brand strategy 多品牌战略multiple-factor index 多因素指数法multisegment positioning 多重细分市场定位mutual trust 相互信任national account management 全国性客户管理national market 国内市场National Semiconductor 美国国家半导体公司natural products 天然产品NEC 日本电子Nescafé 雀巢咖啡Nestlé 雀巢net sales 净销售额network computer (NC) 网络计算机new business selling 新业务销售new buy 购入新产品new entrants 新进入者new markets 新市场new materials 新材料New Prod screening model 新普罗德筛选模型new product lines 新产品线new products 新产品new-product development 新产品开发new-product ideas 新产品创意Newsweek ?新闻周刊?new-task buying 全新采购new-to-the-world products 世界性新产品niche penetration strategy 壁龛/时机市场渗透战略niche-market strategy 壁龛市场战略Nike 耐克Nissan 尼桑no-brand brand name 无品牌的品牌名称no-frills product 无虚饰产品noise in communication system 传播系统中的噪音non-financial rewards 非物质性奖励措施non-probability sampling 非概率抽样non-profit organization 非盈利组织non-store retailing 无店铺零售业number of stockouts 迟滞数目object-and-task method of promotion budgeting 目标-任务促销预算法objectives and strategy area audit 目标与战略领域的审计objectives 具体目标observation 观察法occupancy costs 房屋占用本钱occupation/position 职业/职位odd pricing 奇/余数定价法OEM (original equipment manufacturer) 原始设备制造商oeverall quality 总体质量off-invoice discounts 发票之外的折扣offsets 抵消交易Omega 欧米加on-air testing 播送测试OPEC (Organization of Petroleum Exporting Countries) 欧佩克〔石油输出国组织〕opening relationships 建立关系operating supplies 生产供应品operational excellence 运作管理水平opinion leaders 意见领导者opportunity cost 时机本钱opportunity identification 时机识别opportunity/threat matrix 时机/威胁矩阵order cycle time 订货周期order processing 订单处理organisational level 组织层次organizaitonal requirement planning 组织需求方案organization area audit 组织领域的审计organization buying center 组织采购中心organizational customer 组织顾客organizational direct selling 组织直销organizational markets 组织市场organizational purchasing 组织采购organzational structure 组织结构outdoor enthusiasts 户外运动爱好者out-of-home media 户外广告媒体overall cost leadership 全面本钱领先overheads 日常开支overseas direct investment 海外直接投资ownership of new product 新产品所有权packaging 包装panel of experts 专家小组parentage 渊源parties involved 交换中的各方payment terms 支付条款pay-off control 支出控制penetration pricing 渗透定价Pepsi-Cola 百事可乐perceived customer value 顾客感知价值perceived quality 感知到的质量perceived value 感知到的价值percentage of sales promotion budgeting method 销售额百分比促销预算法perceptions of consumers 消费者感知/理解perceptual (product) pisitioning 感知〔产品〕定位perceptual map 感知图perceptual organization 感知组织perceptual vigilance 感性的警惕performance dimension 业绩标准performance evaluation 业绩评估performance measures 表现/业绩测度performance objective 绩效目标performance standards 绩效标准performance 功能perishability 非持久性personal selling 人员推销personal sources 个人的信息来源personnel development 人力资源开发persuasive 说服性的pharmaceuticals industry 医药行业physical (product) positioning 物理〔产品〕定位physical descriptors 物理变量physical distribution 实物分销Pillsbury 皮尔斯博瑞pioneers 先入者Pizza Hut 必胜客place utility 地点效用planning and control system area audit 方案与控制系统领域的审计point of sale information 销售点信息point-of-purhcase (POP) promotion 采购点促销point-of-sales (POS) data 销售点数据pontificator 保守派popularity 通用性population trends 人口趋势portfolio models for resource allocation 资源配置的资产组合模式position intensity 地位集中程度positioning 定位possession utility 拥有效用post-purchase dissonance 购置后的不协调post-purchase evaluation 购置后评估post-purchase/after-sale service 售后效劳potential advantages 潜在优势potential customer 潜在顾客potential market 潜在市场potential target market 潜在目标市场power in distribution 分销权力power of buyers 购置者能力power of suppliers 供应商能力predatory pricing 掠夺性定价法pre-empting scarce resources 先占稀缺资源preferential treatment 特惠待遇premiums 额外奖励present competitors 现有的竞争者presenting sales message 提供销售信息pre-test market research 测试前市场研究price discrimination 价格歧视price elasticity of demand 需求的价格弹性price fixing 价格设定price leaders 价格领导者price lining 价格排列定价法price promotion 价格促销price quotation 报价price sensitivity 价格敏感度price structure 价格结构price 价格price/earnings ration 价格/收益比price-off promotions 降价促销price-setting process 定价过程pricing adjustments 定价调整pricing policies 价格策略pricing 定价primary demand 根本需求primary sources 第一类/主要数据print media 印刷媒体private/for-profit organization 私营/盈利性组织PRIZM (Potential Rating Index for Zip Markets) 按邮政区划为根底的潜力等级指数proactive new-product development strategy 进取型新产品开发战略probability sampling 概率抽样problem formulation 界定问题problem identificatioin 确定问题process management 过程管理Procter & Gamble (P&G) 宝洁公司product line 产品线product availability 产品的可获得性product category 产品类别product class 产品类别product decisions 产品决策product design 产品设计product development 产品开发product dimension or attributes 产品维度/属性product evolution 产品演变product features 产品特征product intent share 产品倾向份额product leadership 产品领导能力product life cycle (PLC) 产品生命周期product life cycle curve 产品生命周期曲线product line 产品线product manager audit 产品经理审计product offering 供应品product organizaiton of salesforce 按产品组织销售队伍product policies 产品策略product positioning 产品定位product quality 产品质量product scope 产品范围product space 产品位置product specifications 产品规格product systems 产品体系product type 产品类型product usage 产品用途product 产品product(ion)-oriented organization 产品/生产导向型组织production 生产product-line pricing adjustments 产品线定价调整product-management organizational structure 产品管理组织结构product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品的市场特征product-use testing 产品使用测试pro-environment 环保profit impact of market strategy (PIMS) 市场战略的利润影响profitability analysis 盈利性分析profitability 盈利性/盈利能力profitable survivor strategy 有利可图的生存者战略project-company resource compatibility 工程与公司资源的协调性projected profit-and-loss statement 预计损益表projective tests 投影测试promotion decisions 促销决策promotion mix 促销组合promotion policies 促销策略promotion 促销promotional allowance 促销折让promotional effort 促销努力promotional pricing 促销定价promptness 及时性propector strategy 探索型战略prospecting for customers 寻找顾客。
国际营销专业英语1-12单元名词性单词及词组
UNIT1guru宗教老师，领袖，头头harvest 收获，成果，结果word-of-mouth 口碑referral 提名，推荐client 客户，顾客spouse 配偶attorney 律师interaction 交互作用audit 审计impulse 刺激，冲动nurture培养，教育，营养品seminar 研讨会，论文发表会tactic 策略，战略arsenal 兵工厂，军械库stakeholders(公司)利益相关者end user 产品最终使用者，终端客户cash flow 现金流，流动资金a holistic approach 整体方法generating referrals 产品推荐/引荐客户repeat business 回头客impulse buy 冲动型采购prospects 潜在顾客lead generation 商机产生/引导性销售lead nurturing 商机培养UNIT2premise 前提variation 变化，差异ego 自我，利己主义，自负variant 变种，变型mousetrap 捕鼠器myopia 近视，目光短浅的practitioner 从业者，开业者mix （营销）组合sponsor 赞助者，支持者moderation 适度bandwagon 乐队花车，流行赚钱的业务tenet 原则competitive advantage 竞争优势marketing concept 营销理念business philosophy 经营理念production concept 生产理念product concept 产品理念selling concept 销售理念societal marketing concept 社会营销理念relationship concept 关系理念production line 生产线assembly line 装配线status symbol 社会地位象征life cycle 生命周期intermediaries 中介discretionary income可自由支配收入marketing mix 营销组合de-market（反营销）的宣传，忠告，做法government intervention 政府干预UNIT3affliction 痛苦，苦恼，折磨buggy 马车segment 部分，片段formulation 制定，确切的表达implementation 实施，贯彻vision 远见卓识，构想，设想efficacy有效性，功效vatiance 差异，不同legacy 遗产conversion 转变，转化coordination 相互的，共同的fluid 液体，不固定的，易变的convergence聚集，汇合集中，趋同reformation 改进，改善alignment 结盟，联盟，与…相一致triad 三人一组，三种事物的组合。
市场营销专业英语术语
市场营销专业英语术语第一篇：市场营销专业英语术语A A.C.Nielson 尼尔森市场研究公司 absorption of costs 成本分配 accesibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略 Acer 宏基acquisition new-product development strategy 新产品开发收购战略 activity-based costing 以活动为基础的成本系统 adaptability 适应性adaptation to market variations 适应市场变化adaptive positioning 适应性定位additions to existing product lines 现有产品线的增加adequate size 准确的大小/足够的规模administered vertical marketing systems 管理式垂直营销系统administrative relationships 管理关系 adopter categories 采购者的类型 adoption process 采购过程advertising and market segmentation 广告与市场细分advertising and sales promotion 广告和销售促进advertising effects 广告效果advertising ethics 广告伦理道德advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体 advertising message 广告信息 advertising reach 广告接受人数 advertising source 广告信息来源 advertising 广告aerobic enthusiasts 增氧健身运动爱好者aesthetics 美感affinity club 同族俱乐部 after tests 事后测试 agent middleman 代理商agent/merchant middleman 代理中间商allowance 折让alteration 退换AMA Code of Ethics 美国营销协会职业道德标准 亚马逊公司 American Airlines 美国航空公司 American Express 美国运通American Marketing Association 美国营销协会 Amoco 阿莫科（英国石油公司）analysis of data 数据分析 analyzer strategy 分析者战略 Anderson 安达信annual marketing plan 年度营销计划annual requirement purchasing arrangement 年度采购需求计划anticipatory positioning 预见性定位anti-pollution legislation 反污染立法anti-trust legislation 反托拉斯立法Apple Computers 苹果电脑 area structure 地区结构aspiration/expectation level 渴望/期望水平aspirations of consumers 消费者渴望 assurance 保证AT&T 美国电话电报公司ATM(automatic teller machine)银行自动柜员机attitudes of consumers 消费者态度 attributes 属性 audiences 受众 auto repair 汽车维修automation services 自动服务 automobile industry 汽车产业autonomy 自主权availability 可获得性/供货能力 avante guardian 前卫派 Avon 雅芳awareness（产品）知晓度/知名度B baby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码 barter 实物交易 basic physical needs 基本生理需要 Bausch & Lomb 博士伦BCG Grow-Share Matrix 波士顿增长-份额矩阵 before tests 事前测试Behavior Scan Information Resources Inc.行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benchmarking 基准 benefit clusters 利益群体 benefits 利益 Benz奔驰 billing 帐单biological revolution 生物革命 birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试Blockbuster blue collars 蓝领BMW 宝马 Boeing 波音bottom line 底线/盈亏一览结算线 brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志 brand name 品牌名称 brand positioning 品牌定位brand recognition 品牌识别 brand strategies 品牌战略 brand 品牌branding strategy 品牌化战略 branding 品牌化brand's equity 品牌的价值break-even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度breath or diversity of product lines 产品线的宽度或多样性bribery 贿赂British Airways 英国航空公司 brokers 经纪人 budgeting 预算bundle 捆绑Bureau of Census 人口统计局 Burger King 汉堡王busines strength rating 商业能力评分 business plan 商业计划business position 经营地位 business sector 商业部门business services markets 商业服务市场 business strategies 经营战略 business unit strategy 经营单位战略 Business Week 《商业周刊》 buyback allowances 回购折让 buyback arrangements 产品返销buyers' bargaining power 买方的讨价还价能力 buyers 采购者buying behavior 购买行为buying center 采购中心buying inertia 购买惯性 buying intention 购买意图 buying offices 连锁商店的进货中心 buying power indes(BPI)购买力指数 buying situation 采购情况/类型 buying task 采购任务C cable TV 有线电视 Cadillac 凯迪拉克Campbell's Soup 金宝汤业公司 capital gains 资本收益capital invested in product 产品投入资本 Carnival 嘉年华 cash cows 现金牛类 cash discounts 现金折扣 catalogue sales 目录销售categorization of perception 感知分类 categorization 分门别类Caterpillar Tractor 卡特皮勒公司Cathay Airlines 国泰航空公司CBS Records 唱片公司 CBS 哥伦比亚广播公司 centralization 集中化chameleons/followers 变色龙/跟随者 channel alternatives 可选择的营销渠道 channel conflicts 渠道冲突 channel decisions 渠道决策 channel functions 渠道功能 channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道 channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策 channel-management decisions 渠道管理决策 channels of communication 传播渠道 Charles Snow 查尔斯•斯诺 Cherokee 切诺基 chevrolet 雪佛莱 choice criteria 选择标准Christian Dior 克里斯汀•迪奥（世界著名时装品牌）Chrysler 克莱斯勒 Citi Corp 花旗银行 closing a sale 结束销售 clothing retailers 服装零售商 CNN 美国有线新闻网 co-branding 联合品牌code of ethics（职业）道德标准 coercive power 强制权cognitive dissonance 认识的不协调 Colgate-Palmolive 高露洁collection of data 数据收集 collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案 Comdex 计算机展销会 commercialization 商业化 commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体 company personnel 公司员工 Compaq 康柏comparative advertisements 比较广告 comparison of brands 品牌比较 compensation deals 补偿处理 compensation plan 酬金方案 compensation/rewards 酬金/奖励 compensatory 补偿性的competition and industry evolution 竞争和行业演变competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive(supply-side)evolution 竞争（供方）演变competitive factors 竞争因素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力 competitor analysis 竞争者分析 complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场 computerized ordering 计算机化的订购 conclusive research 确定性研究 conditions of demand 需求情况conflict and resolution strategies 冲突和解决战略conformance to specifications 与规格一致 conformance 一致性confrontation strategy 对抗战略 conjoint measurement 联合测度法 conjunctive model 联合模型consumer decision-making 消费者（购买）决策consumer goods channels 消费品分销渠道Consumer Goods Pricing Act, USA 美国消费品定价法案consumer goods 消费品 consumer markets 消费品市场 consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销 consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers' perceptions 消费者感知 consumption 消费 contests 竞赛contingency planning 权变计划 contract construction 契约建筑业 contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略 contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际贡献（贡献毛利）分析contributrion margin 边际贡献 control strategies 控制战略convenience food stores 便利食品商店 convenience goods 便利品 convenience 服务的便利性 Cool Whip 清凉维普co-operative advertising 合作性广告co-ordination and conflict resolution 协调与冲突解决co-production 合作生产core benefit proposition(CBP)核心利益方案/提议corollary-data method 推定数据法 corporate HQ 公司总部corporate scope 公司（经营）范围 corporate strategy 公司战略corporate vertical marketing systems 公司式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告corrective action 矫正行动cost analysis 成本分析cost effectiveness 成本有效性cost leadership strategy 成本领先战略 cost of capital 资本成本cost of goods sold(COGS)产品销售成本 cost reductions 降低成本产品cost-and-volume relationship 成本-数量关系cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益 costs of competitors 竞争者成本 costs of distribution 分销成本 countertrade 对等贸易 coupons 优惠券 courtesy 礼貌 coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围 credibility 信誉 credit terms 信贷条款critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing习惯性定价法customer analysis 顾客分析customer contact 顾客接触 customer demand 顾客需求 customer intimacy 顾客亲密度 customer loyalty 顾客忠诚度 customer need顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留 customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客服务customer-oriented pricing 顾客导向定价法customers' perception 顾客感知 customers' preferences 顾客偏好customers' price sensitivity 顾客的价格敏感度 customizing 定制D data collection 数据收集 data confidentiality 数据保密 data research 数据研究 data sources 数据来源 dealers 经销商deceptive advertisements 欺骗性广告 deciders 决策者declining markets 衰退市场 decoding 解码 defect rate 缺陷率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略 defensive positioning 防御性定位 delivery time 交付时间delivery 配送Dell Computers 戴尔计算机公司 Delta Airlines 三角洲航空公司demand characteristics 需求特征 demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 可靠性 deregulation 放松管制 derived demand 衍生需求 descriptive research 描述性研究 design decisions 设计决策desired percentage mark-up on retail 预期零售利润率 desired percentage return 预期回报率determinant attributes 关键属性determinants 决定因素 different responses 差别反应differentiated defender strategy 差异化防御战略differentiated marketing 差异化营销 differentiation over time 不同时间的差异 differentiation strategy 差异化战略 differentiation 差异化diffusion of innovation theory 创新扩散理论 dimension 因素dimensions of quality 质量维度direct costing profitability analysis 直接成本盈利性分析 direct mail 直接邮寄direct marketing via advertising media 通过广告媒体的直接营销 direct marketing 直接营销direct product profitability(DPP)直接产品盈利性/利润率 direct selling 直销discount rate 贴现率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价策略 discriminant analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视定价调整disjunctive model 分离模型display space 陈列空间 disposable income 可支配收入dissonance-attribution hierarchy 不和谐-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销策略distribution 分销distributor/store(private lables)brands 分销商/私有品牌distributors 分销商 diversification 多元化 divest 撤退 divest 出让divestment or liquidation 收回投资或清算 dividend 红利 dogs 瘦狗类domestic target marketing strategies 国内目标市场定位的营销战略 dropping products 放弃产品 dry cleaning 干洗dual/two channel distribution systems 双重分销系统duplication（媒体）重复 DuPont 杜邦公司 durability 耐用性E early vs late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素 economic power 经济权 economies of scale 规模经济 education services 教育服务effectiveness 有效性efficiency 效率Electrolux 伊莱克斯emergency goods 急需品 Emerson Electric 爱默生电气 emotional appeals 情感诉求 empathy 移情作用empirical evidence 经验性实例 empowerment 授权 encoding 编码 end use 最终使用 endorsement 赞同engineering（产品）工程设计 entrepreneurial strategy 企业家战略 entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素environmental scanning 环境扫描/分析environmental strategy 环境战略 establishment 机构ethical audit（公司）伦理审计 ethics of marketing 营销伦理道德 ethnic composition 种族构成 European Community 欧共体evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估event sponsorship 事件赞助 event 活动everyday low-price(EDLP)天天低价evoked set 引发的组合evolution of market 市场演变 exchange 交换exclusive dealing 独家销售exclusive distribution 独家分销executive summary 执行摘要exhibition media 展示广告媒体existing market 现有市场 exit barriers 退出壁垒 expansion path 扩张途径expectation measures（顾客）预期测度expectations of customers 顾客期望 expected unit sales 预计产量 expected value 期望价值 experience curve 经验曲线 experimental research 实验性研究 expert power 专长权exploratory research 探索性研究 export agents 出口代理（商）export jobbers 出口批发商export management company 出口管理公司export merchants 出口贸易商 export 出口 exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额 external data sources 外部数据来源 external environment 外部环境extrapolation of past sales trends 过去销售趋势推测法F facilitating agencies 辅助/中介机构 factor analysis 因素分析法 fads 时尚family branding 家族品牌 family life cycle 家庭生命周期 family structure 家庭结构 farm products 农产品fast-moving consumer goods(FMCG)快速变动的消费品fear appeals 恐惧/顾虑诉求 features 特征Federal Department Stores 联邦百货商店 Federal Trade Code （FTC)联邦贸易法案FedEx(Federal Express)联邦快递feedback data 反馈数据field test marketing 实地市场测试 financing 融资 fisheries 渔业fit and finish 结实度与外观 fixed costs 固定成本 fixed salary 固定工资flanker strategy 侧翼进攻战略 flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略 flat organizational structure 扁平的组织结构 FOB origin pricing FOB产地定价法 focus strategy 集中战略 followers 追随者 Ford 福特公司foreign middlemen 国外中间商 forestry 林业formalization 形式/规范化 formulate 制定fortress/position-defence strategy 防御堡垒战略 Fortune 《财富》杂志forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 免费电话号码 free goods 免费商品freight-absorption pricing 免收运费定价法 fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全成本盈利性分析 full-service wholesalers 全方位服务的批发商functional competencies and resource allocation 职能能力与资源分配 functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍functional organizational structure 职能型组织结构functional performance 功能性能 functional strategy 职能战略G games 比赛 gap 差距gatekeepers 信息传递者general behavioral descriptors 一般行为变量General Electric(GE)通用电气 General Foods Corporation 通用食品general merchandise discount chains 大众商品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征 geographic adjustments 地理调整 geographic distribution 地理分布geographical organization of sales force 按地区组织销售队伍Gillette 吉列剔须刀 global adjustments 全球调整global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制 global markets 全球市场global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场 globalization 全球化global-market expansion 全球市场扩张 goals 总目标going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商 Goodyear 固特异轮胎government agencies 政府机构 government buyers 政府采购者 government market 政府市场 government regulation 政府管制greenhouse effect 温室效应 grey market 灰色市场gross domestic product(GDP)国内生产总值 gross margin 毛利gross national product(GNP)国民生产总值 gross profit 毛利gross rating points(GRPs)总级别指数group/category product manager 类别产品经理growing markets 成长市场 growth rate of market 市场增长率growth stage of product life cycle 产品生命周期的成长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leaders 市场领导者的市场增长战略 growth-market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 保证/担保 guarantees 保证Gucci 古琦（世界著名时装品牌）H Haagen-Dazs 哈根达斯 hard technology 硬技术Harvard Business Review 《哈佛商业评论》 harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations(HMOs)（美国）卫生保健组织 heavy buyer 大客户Heileman Brewing Company Heinz 亨氏食品 helpfulness 有益性 Henkel 汉高Hertz 赫兹（美国汽车租赁巨头）Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商high market share global strategy 高市场份额全球战略high-contact service system 高接触服务系统 high-involvement product 高参与产品 high-involvement purchase 高参与购买 hight marketshare 高市场份额战略 Hilton 希尔顿Holiday Inns 假日旅馆homogeneous market 同质市场 Honda 本田household/family life cycle 家庭生命周期 household 家庭hybrid technology 混合技术I IBM 国际商用机器idea generation 创意的产生/生成 ideas for new products 新产品创意/构想 idea-screening process 创意筛选过程 identification of segments 识别细分市场 Illinois T ool Works 伊利诺斯工具厂 image pricing 形象定价 imitative positioning 模仿定位 imitative strategy 模仿战略 impact evaluation 影响评估impersonal sources 非个人的信息来源implementation and control of marketing programs 营销计划的执行和控制 implementation 实施improvements in or revisions of existing products 现有产品的改良或修正impulse buying 冲动购买impulse goods 冲动购买品incentives 激励 income 收入increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接成本盈利性分析individual brand 个别品牌 individual value 个人价值industrial goods & services 工业产品和服务 industrial goods channels 工业品分销渠道 industry attractiveness 行业吸引力industry attractiveness-business position matrix 行业吸引力-业务地位矩阵 industry dynamics 产业动态 industry evaluation 产业评估industry evolution 产业演变inelastic 缺乏价格弹性influencers 影响者info communications industry 信息通信行业 infomercials 商业信息广告information age 信息时代information search 信息搜集information technology 信息技术 information 信息 informative 告知性的 ingredient 成份in-home personal interview 个人家庭访谈 in-house use tests 内部使用测试 innovation 创新 innovativeness 创新性 installation 设施in-store display 店内展示in-store positioning 店内布局in-store promotion 店内促销 intangibles 无形integrated marketing communication plan(IMC)整合营销传播计划 integration of perception 感知整合 integration 整合 Intel 因特尔intensity of market position 市场地位的集中程度 intensity 集中程度intensive distribution 密集型分销interactions across multiple target markets 多目标市场间的相互作用 interactive media 交互式媒体 interest rates 利率internal data sources 内部数据来源 internal marketing 内部营销internal organizational structure 内部组织结构international advertising 国际广告international channels 国际分销渠道international division 国际分部 international marketing 国际营销international organizational design 国际组织设计internationalization of services 服务的国际化introductory stage of product life cycle 产品生命周期的推出阶段 inventory level 库存水平investor relations advertising 投资关系广告 issue advertising 观点广告J Jaguar 美洲豹 Jell-O 吉露 jobbers 批发商Johnson & Johnson 强生 joint ventures 合资jury of executive opinion 行政管理人员群体意见法just noticeable difference(JND)恰巧注意到的差异just-in-time(JIT)management system 准时制管理体系just-in-time purchasing arrangements 及时采购安排K Kao 花王 Keiritsu 凯莱通 Kellogg 凯洛格公司 Kentucky Fried Chicken(KFC)肯德基 key account management 主要客户管理 key accounts 关键客户 key benefits 核心利益key environmental issue identification 确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户 Kmart 凯玛特 Kodak 柯达Komatsu 小松公司 Kraft 卡芙L laboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级结构 legal services 法律服务 legislation 立法legitimate power 法定权 level of compensation 酬金水平level of technical sophistication 技术的复杂程度 Levi Strauss 李维•史特劳斯Levi's 列维斯（全球最大的牛仔服制造商）lexicographic model 词典编纂模型 lifestyle 生活方式limited-service wholesalers 有限服务的批发商line extension 产品线扩展line filling 产品线填充line stretching 产品线延伸list price 订价Lloyd's of London 伦敦劳埃德保险公司 localization strategy 本地化战略 location pricing 场所定价 location 位置 lodging 房屋出租logistical alliances 后勤联盟 long-term memory 长期记忆 lost customer 失去的顾客Louis Vuitton 路易•威登（法国著名时尚品牌）low-contact service system 低接触服务系统low-cost defender 低成本防御型low-cost position 低成本地位low-involvement hierarchy 低参与程度层级结构Lucent Technologies 朗讯科技M macro risks 宏观风险macro environment 宏观环境 macro segmentation 宏观细分mail-order retailers 邮购零售商maintaining market share 保持市场份额 maintenance strategy 保持战略 management overhead 管理费 mandatory adaptation 强制性适应 manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives 生产商的代理商/销售代表 manufacturers' export agents(MEA)制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/分支机构 manufacturing process 制造过程 manufacturing 制造业market aggregation strategy 整体市场战略market attractiveness factors 市场吸引力因素 market attractiveness 市场吸引力market attractiveness/business position matrix 市场吸引力/业务地位矩阵 market circumstances 市场环境market demographics 市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战略 market exclusion 市场排斥market expansion strategy 市场扩张战略 market factors 市场因素 market followers 市场跟随者 market growth rate 市场增长率market hierarchy 市场等级market inclusion 市场纳入market leaders 市场领导者 market measurement 市场测量market opportunity analysis 市场机会分析 market oriented 以市场为导向的market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜力测度market research 市场研究market segment 细分市场 market segmentation 市场细分 market share 市场份额 market targeting 目标市场选择 market 市场marketability 市场开拓能力market-entry strategies 市场进入战略 marketing action plan 营销行动计划 marketing audit 营销审计 marketing channel 营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制marketing decision support systems(MDSS)营销决策支持系统marketing environment audit 营销环境审计 marketing flows and functions 营销过程和职能 marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响marketing information system 营销信息系统 marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合 marketing policy 营销策略marketing productivity area audit 营销生产力领域的审计marketing program components 营销计划内容marketing program 营销计划/方案marketing relationship 营销关系marketing research 营销研究 marketing strategy 营销战略market-management organizational structure 市场管理组织结构 mark-up price 产品/溢价价格 Marlboro 万宝路 Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场渗透战略 mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构 Matsu****a 日本松下电子mature conformists 成熟的随大流者 mature markets 成熟市场mature stage of product life cycle 产品生命周期的成熟阶段McDonald's 麦当劳McDonnell Douglas 麦道公司MCI电讯公司（前世界通信公司）MDSS(Marketing-Decision Support System)市场决策支持系统measurability 可测度性 measure or index 测量指标 measurement criteria 计量标准 media audiences 媒体受众medical and health services 医疗卫生服务Medico Containment Services memory of consumers 消费者记忆Mercedes-Benz 梅赛德斯-奔驰Mercer Management Consulting 美国美智管理顾问公司merchandising 推销merchant middlemen 国内贸易中间商 merchant wholesalers 商业批发商 message structure 信息结构 Michael Porter 迈克尔-波特 micro risks 微观风险micro segmentation 微观细分Miller-Tyding ACT, USA 米勒•泰丁法案 Minging 矿业Minnesota Mining and Manufacturing Company(3M)明尼苏达矿业和制造公司 Minolta 美能达miscellaneous sources 多方面来源 mission 宗旨missionary selling 推销式销售 Mitsubishi Heavy Industries 三菱重工 modified rebuy 调整再购monosegment positioning 单一细分市场定位 Monsanto 孟山都农业生物技术公司moral appeals 伦理/道德诉求morals 道德Motorola 摩托罗拉multichannel distribution 多渠道分销multidimensional scaling 多维等级法 multilevel selling 多级销售multinational corporations(MNCs)跨国公司multiple test markets 多测试市场 multiple-brand strategy 多品牌战略 multiple-factor index 多因素指数法multisegment positioning 多重细分市场定位mutual trust 相互信任N Nabisco Biscuit 纳贝斯克饼干公司national account management 全国性客户管理national market 国内市场National Semiconductor 美国国家半导体公司natural products 天然产品 NEC 日本电子Nescafé 雀巢咖啡Nestlé 雀巢 net sales 净销售额network computer(NC)网络计算机 new business selling 新业务销售 new buy 购入新产品 new entrants 新进入者 new markets 新市场 new materials 新材料New Prod screening model 新普罗德筛选模型new product lines 新产品线 new products 新产品new-product development 新产品开发 new-product ideas 新产品创意 Newsweek 《新闻周刊》 new-task buying 全新采购new-to-the-world products 世界性新产品niche penetration strategy 壁龛/机会市场渗透战略niche-market strategy 壁龛市场战略 Nike 耐克 Nissan 尼桑no-brand brand name 无品牌的品牌名称 no-frills product 无虚饰产品 noise in communication system 传播系统中的噪音 non-financial rewards 非物质性奖励措施 non-probability sampling 非概率抽样 non-profit organization 非盈利组织 non-store retailing 无店铺零售业 number of stockouts 迟滞数目O object-and-task method of promotion budgeting 目标-任务促销预算法 objectives and strategy area audit 目标与战略领域的审计 objectives 具体目标 observation 观察法occupancy costs 房屋占用成本 occupation/position 职业/职位odd pricing 奇/余数定价法OEM(original equipment manufacturer)原始设备制造商overall quality 总体质量off-invoice discounts 发票之外的折扣 offsets 抵消交易 Omega 欧米加on-air testing 广播测试OPEC(Organization of Petroleum Exporting Countries)欧佩克（石油输出国组织）opening relationships 建立关系operating supplies 生产供应品 operational excellence 运作管理水平opinion leaders 意见领导者 opportunity cost 机会成本opportunity identification 机会识别opportunity/threat matrix 机会/威胁矩阵 order cycle time 订货周期 order processing订单处理 organizational level 组织层次organizational requirement planning 组织需求计划organization area audit 组织领域的审计organization buying center 组织采购中心organizational customer 组织顾客organizational direct selling 组织直销 organizational markets 组织市场 organizational purchasing 组织采购 organizational structure 组织结构 outdoor enthusiasts 户外运动爱好者 out-of-home media 户外广告媒体 overall cost leadership 全面成本领先 overheads 日常开支overseas direct investment 海外直接投资ownership of new product 新产品所有权P Pacific Electric 太平洋电气 packaging 包装panel of experts 专家小组 parentage 渊源parties involved 交换中的各方 payment terms 支付条款 pay-off control 支出控制 penetration pricing 渗透定价 Pepsi-Cola 百事可乐perceived customer value 顾客感知价值 perceived quality 感知到的质量 perceived value 感知到的价值percentage of sales promotion budgeting method 销售额百分比促销预算法perceptions of consumers 消费者感知/理解perceptual(product)positioning 感知（产品）定位perceptual map 感知图perceptual organization 感知组织 perceptual vigilance 感性的警惕 performance dimension 业绩标准 performance evaluation 业绩评估performance measures 表现/业绩测度performance objective 绩效目标 performance standards 绩效标准 performance 功能perishability 非持久性personal selling 人员推销personal sources 个人的信息来源personnel development 人力资源开发persuasive 说服性的pharmaceuticals industry 医药行业physical(product)positioning 物理（产品）定位physical descriptors 物理变量 physical distribution 实物分销 Pillsbury 皮尔斯博瑞 pioneers 先入者 Pizza Hut 必胜客 place utility 地点效用planning and control system area audit 计划与控制系统领域的审计 point of sale information 销售点信息point-of-purchase(POP)promotion 采购点促销point-of-sales(POS)data 销售点数据 pontificator 保守派 popularity 通用性population trends 人口趋势portfolio models for resource allocation 资源配置的资产组合模式 position intensity 地位集中程度 positioning 定位possession utility 拥有效用post-purchase dissonance 购买后的不协调post-purchase evaluation 购买后评估post-purchase/after-sale service 售后服务potential advantages 潜在优势potential customer 潜在顾客potential market 潜在市场potential target market 潜在目标市场 power in distribution 分销权力 power of buyers 购买者能力 power of suppliers 供应商能力predatory pricing 掠夺性定价法pre-empting scarce resources 先占稀缺资源preferential treatment 特惠待遇 premiums 额外奖励present competitors 现有的竞争者 presenting sales message 提供销售信息pre-test market research 测试前市场研究price discrimination 价格歧视price elasticity of demand 需求的价格弹性 price fixing 价格设定price leaders 价格领导者price lining 价格排列定价法price promotion 价格促销 price quotation 报价 price sensitivity 价格敏感度 price structure 价格结构 price 价格price/earnings ration 价格/收益比 price-off promotions 降价促销 price-setting process 定价过程 pricing adjustments 定价调整pricing policies 价格策略 pricing 定价primary demand 基本需求primary sources 第一类/主要数据print media 印刷媒体private/for-profit organization 私营/盈利性组织PRIZM(Potential Rating Index for Zip Markets)按邮政区划为基础的潜力等级指数proactive new-product development strategy 进取型新产品开发战略probability sampling 概率抽样problem formulation 界定问题problem identification 确定问题process management 过程管理 Procter & Gamble(P&G)宝洁公司 product line 产品线product availability 产品的可获得性 product category 产品类别product class 产品类别product decisions 产品决策product design 产品设计 product development 产品开发product dimension or attributes 产品维度/属性product evolution 产品演变product features 产品特征product intent share 产品倾向份额 product leadership 产品领导能力 product life cycle(PLC)产品生命周期 product life cycle curve 产品生命周期曲线product line 产品线product manager audit 产品经理审计 product offering 供应品product organization of sales force 按产品组织销售队伍product policies 产品策略 product positioning 产品定位 product quality 产品质量 product scope 产品范围 product space 产品位置product specifications 产品规格product systems 产品体系product type 产品类型 product usage 产品用途 product 产品product(ion)-oriented organization 产品/生产导向型组织production 生产product-line pricing adjustments 产品线定价调整product-management organizational structure 产品管理组织结构 product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品的市场特征product-use。
营销英语词汇大全
营销英语词汇大全1vertical marketing systems (VMS) 垂直营销系统vision 愿景Volvo 沃尔沃W Wall Street Journal 《华尔街日报》Wal-Mart 沃尔玛Walt Disney 迪斯尼want 欲求warranty 质量保证weight 加权Wella 维拉Wendys 温迪Whirlpool 惠而浦wholesale clubs 批发俱乐部wholesaler-sponsored voluntary chains 批发商发起的自愿连锁wholesaling trends 批发趋势win-back program 赢回(顾客)方案working capital investment 周转资金投入workload approach 计算工作量方法World Wide Web (WWW) 万维网X Xerox 施乐Y Yamaha 雅马哈young urban trend setters 年轻的城市潮流领导Z zero defect 零缺陷zone pricing 分区定价法营销英语词汇大全2 threat of new entrants 新进入者的威胁three order-hierarchy models 三阶段层级结构模型Tide 汰渍Tiffany 达芙妮Time 《时代周刊》time frame 时间框架/要求time pricing 时间定价time utility 时间效用Timex 天美时title 所有权Toshiba 东芝total cost 总成本total quality managemnt (TQM) 全面质量管理tough customer 苛刻的顾客Toyota Motor Corporation 丰田Toys R Us 美国着名玩具零售商tracking and monitoring 跟踪与监控trade mark 商标trade promotion 贸易促销trade selling 贸易销售trade/functional discounts 贸易/职能折扣trade-in allowance 以旧换新折让trading companies 贸易公司traditional stores 传统商店training 培训transactiional efficiency 交易效率transaction cost analysis (TCA) 交易成本分析transportation 运输trends 趋势turnkey construction contract 监督建筑契约turnover 人员流动two-sided presentations 双向信息陈述tying contracts 附带条件的合同Tylenol 泰诺营销英语词汇大全3 survival pricing 生存定价法sustainable competitive advantage 可持续的竞争优势sweepstakes 彩票抽奖switching cost 转换成本symbols 符号synergy 协同作用T tabulation 制表Taco Bell 塔可钟tangibility 有形性Tantem Computerstarget audience 目标受众target level of product quality 产品质量标准target or hurdle level 目标或难度水平target return price 目标回报价格targeting strategy 目标市场选择战略targeting 目标市场选择taste 口味/喜好team selling 团队销售technical selling 技术销售telecommunications industry 电讯产业telemarketing 电话销售television audience measurement 电视观众测量television home shopping 电视家庭购物territorial restrictions 地区限制territories 区域territory design and deployment 区域设计及部署territory inventory 地区存货test marketing 市场测试testing new product 测试新产品the American Association for Public Opinion Research 美国公共意见研究协会the Council of American Survey Research Organization 美国调查研究组织委员会the Fishbein Model 菲什宾模型the Marketing Research Association 营销研究协会theatre tests 现场测试营销英语词汇大全4statement of job qualifications 工作要求说明stock levels 库存水平stockless purchase arrangement 无存货采购计划store brands 零售商品牌straight commission compensation plan 纯佣金制薪酬方案straight rebuy 直接再购straight salary compensation plan 纯薪金制薪酬方案strategic alliances 战略联盟strategic business unit (SBU) 战略经营/业务单位strategic control 战略控制strategic fit 战略协调性strategic group 战略组strategic inertia 战略惯性strategic intent/objective 战略目标strategic marketing program 战略营销计划strategic pricing objectives 战略定价目标strategic withdrawal 战略撤退strategy constraints 战略影响因素strategy formulation and implementation 战略制定和实施strategy implementation 战略实施strategy reassessment 战略重估subculture 亚文化subfactor 次级因素substitute goods 替代品substitution threat 替代产品的威胁success rates 成功率Sumitomo 住友商事Sun Microsystems 太阳微系统supermarkets 超级市场supplementary media 辅助性广告媒体suppliers' bargaining power 供应商的讨价还价能力surrogate products 替代产品survey 调查营销英语词汇大全5 shopping goods 消费品short-term memory 短期记忆signal vehicle/carrier 信号载体simulated test marketing 模拟市场测试single-factor index 单因素指数法single-line mass-merchandiser stores 单一类型产品专营连锁店SKF 瑞典轴承公司skimming and early withdrawal 撇脂与尽早撤离战略skimming pricing 撇脂定价法sleepwalker/contented underachievers 梦游者/很容易满足的人slotting allowance 安置津贴social acceptability 社会可接受性social class 社会阶层social objectives 社会目标sociocultural environment 社会文化环境soft goods 非耐用品soft technology 软技术sole ownership entry strategy 独享所有权的进入战略Sony 索尼source credibility 信息来源的可信度source 广告信息来源sources of data 数据来源sources of new-product ideas 新产品创意来源speciality goods 特殊品speciality retailers 专营零售商speciality stores 专营商店specialization 专门化spokesperson 代言人Sprint 斯普林特Standard Industrial Classification (SIC) 标准工业分类代码standardization strategy 标准化战略standby positioning 备用定位staple goods 日常用品Starbucks 星巴克stars 明星类。
市场营销中英文名词大全
市场营销中英文名词大全堪称最全市场营销术语目录，sales and marketing同仁看过来[得意] 别再说SKU是Shelf Keeping Unit，明明是Stock Keeping Unit，纠错啦！转！[快消品从业人员必懂的英文销售术语]学习(KA、TG、MT、CR-TT、OTCR、SKU、DC、DSD、OEM、POP、4P、4C、SWOT、FAB、USP……究竟是什么意思？许多初入快速消费品、小家电行业销售领域的童鞋，碰到上述英文销售术语时，往往一头雾水，不知是啥意思。
本人现将最常见的150余条英文销售术语整理如下，以飨职场新人：DA（Distribution & Assortment）分销Location：位置Display：陈列Pricing：价格Inventory：库存Merchandising：助销Promotion：促销KA（Key Account）：重点客户GKA（Global Key Account）：全球性重点客户NKA（National Key Account）：全国性重点客户LKA（Local Key Account）：地方性重点客户RKA（Retail Key Account ）：零售重点客户SM（ShoppingMall）：大型购物消费中心简称销品茂HYM（Hypermarket）：巨型超级市场，简称大卖场SPM（Supermarket）：超级市场，简称超市S-SPM（Small-Supermarket）：小型超市M-SPM（Middle-Supermarket）：中型超市L-SPM（Large-Supermarket）：大型超市C&C（Cash & Carry）：仓储式会员店CVS（Convenience Store）：便利店GS（Gas Station）：加油站便利店DS（Discount Store）：折扣店MT（Modern Trade ）：现代渠道TT（Tradiditional Trade）：传统渠道OT（Organized Trade）：现代特殊渠道OP（On Premise ）：餐饮渠道HBR（Hotel,Bar,Restaurant）：旅馆、酒吧、餐馆等封闭性通路WHS（Wholesaler）：批发商2nd tier Ws：二级批发商DT（Distributor）：经销商，分销商2ndDT：二级分销商DIST（Distributor System）：专营分销商MW（Managed Wholesalers）：管制批发商PW（Passive Wholesalers）：传统批发商DSD（Direct Store Delivery）：店铺直接配送CSTD（Company Sells Third Party Delivers）：我销他送DC（Distribution Center）：配送中心TPL（Third Party Logistics）：第三方物流CRP（Contiuous Replenishment）：持续补货CAO（Computer Assisted Ordering）：计算机辅助订货PUR（Purchase）：进货OOS（Out of Stock）：缺货Inventory day：库存天数SKU（Stock Keeping Uint）：最小库存计量单位UPC：通用产品编码Bar Code：条形码Slim（Slim）：纤细,苗条(包装)TC：铁罐包装AC：铝罐包装TP（TETRA PAK）：利乐无菌包装(俗称纸包装)PET：宝特瓶(俗称胶瓶)POSM（Point of Sale Materials）：陈列品GE（Gondola End）：端架MIT（Marketing Inpact Team）：卖场整合性陈列；堆箱TG（Type Genus ）：堆头Island Display：堆头式陈列Floor Display：落地割箱陈列Pallet Display：卡板陈列Strip Display：挂条陈列Sidekick Display：侧挂陈列Checkout Display：收银台陈列Cooler Display：冰柜陈列Secondary Display：二次陈列Cross Display：交叉陈列PG（Promotion Girl）：促销员P-T（Part-timer）：临时工，特指临促POP（Point Of Purchase）：门店广告Price discount：特价On-Pack：绑赠Sampling：试吃Road Show：路演，大型户外促销活动DM（Direct Mail ）：商场快讯商品广告；邮报PR（Public Relation）：公共关系NP（News Paper）：报纸杂志AD（Advertisement）：广告GRP（Gross Rating Point）：毛评点;总收视点（媒介用语）Loyalty：忠诚度Penetration：渗透率Value Share：市场份额AVE（Average）：平均数WTD（Weighted）：加权NUM（Numeric）：数值PP（Previous Period）：上期YA（Year Ago）：去年同期VOL（Volume）：销售量VAL（Value）：销售额VAL-PP（Value PP）：上期销售额VAL-YA（Value YA）：去年同期销售额YTD（Year To Date ）：截至当期的本年累计MTD（Means Month to Date）：本月到今天为止SPPD（Sales Per Point of Distribution）：每点销售额BTL（Below The Line）：线下费用ATL（Above The Line）：线上费用ABC（Activity based costing）：成本动因核算法（又称：巴雷托分析法）U&A（Usage and Attitude）：消费态度和行为(市场调查)FGD（Focus Group Discuss）：座谈会(市调一种)Store Check：终端调查，铺市率调查CR：销售代表CR-OP：销售代表-餐饮渠道CR-OT：销售代表-现代特殊渠道CR-MT：销售代表-现代渠道CR-TT：销售代表-传统渠道OTCR：现代渠道销售代表WDR：批发拓展代表ADR：客户拓展代表DCR：分销商合约代表DSR：分销商销售代表KSR：大客户销售主任KAM：重点客户经理CDM：渠道拓展经理MDR：市场拓展代表MDE：市场拓展主任MDM：市场拓展经理TMM：通路行销市场经理TDS：区域拓展主任TDM：区域拓展经理LTDM：高级区域拓展经理UM：业务单位经理（大区经理）GM（General Manager）：总经理GMDR（General Manager Direct Reports ）：总经理直接下属VP（Vice President）：副总裁FVP（First Vice President）：第一副总裁AVP（Assistant Vice President）：副总裁助理CEO（Chief Executive Officer）：首席执行官COO（Chief Operations Officer）：首席运营官CFO（Chief Financial Officer）：首席财务官CIO（Chief Information Officer）：首席信息官Director：总监HRD（Human Resource Director）：人力资源总监OD（Operations Director）：运营总监MD（Marketing Director）：市场总监OM（Operations Manager）：运营经理PM （Product Manager）：产品经理BM（Brand Manager）：品牌经理4P（Product、Price、Place、Promotion）：4P营销理论(产品、价格、渠道、促销)4C（Customer、Cost、Convenience、Communication）：4C营销理论(顾客、成本、便利、沟通)4V（Variation、Versatility、Value、Vibration）：4V营销理论(差异化、功能化、附加价值、共鸣)SWOT（Strengths、Weaknesses、Opportunities、Threats）：SWOT分析法(优势、劣势、机遇、威胁)FABE（Feature、Advantage、Benefit、Evidence）：FABE法则(特性、优点、利益、证据)USP（Unique Selling Propostion）：独特销售主张3A（Avalible、Able、Adsire）：买得到、买得起、乐得买PDCA（Plan、Do、Check、Action）：PDCA循环管理(计划、执行、检查、行动) OEM（Original Equipment Manufacturer）：原始设备制造商,俗称“贴牌”ODM（Original Design Manufacturer）：原装设计制造商OBM（Own Brand Manufacturer）：自有品牌制造商IPO（Initial Public Offering）：首次公开募股LOGO：商标Slogan：广告语FMCG（Fast Moving Consumer Goods）：快速消费品DCG（Durable Consumer Goods）：耐用消费品。
营销策划理论--CIS系统手册
营销策划理论--CIS系统手册在当今竞争激烈的市场环境中，企业需要制定有效的营销策划以获得竞争优势。
一种常用且被广泛认可的营销策划理论是CIS系统手册（Corporate Identity System）。
CIS系统手册是一套明确规定企业形象和品牌标识使用的指南和规范。
它包括企业的标识、标志、标语、色彩搭配、字体和形象等核心元素。
CIS系统手册的目标是确保企业向外部和内部的相关方传递一致的形象和信息，以增强企业的品牌价值和市场竞争力。
首先，CIS系统手册起到指导作用。
通过明确企业标识和品牌元素的使用方式，CIS系统手册为企业员工和合作伙伴提供了清晰的指导，确保企业形象在各种媒体渠道上的一致性和统一性。
其次，CIS系统手册增强了企业的识别度。
企业标识和品牌元素在市场中起到重要的宣传和宣传作用。
CIS系统手册确保这些元素在各种传播媒介上的一致性和可识别性，通过标识和品牌元素的一致性传达企业的价值主张和核心竞争力，让消费者更容易识别和记忆企业。
第三，CIS系统手册提高了品牌的稳定性和连贯性。
企业的品牌形象是企业与消费者之间建立信任和忠诚度的重要纽带。
CIS系统手册确保品牌元素的稳定使用，减少任意更改和呈现形式的风险，从而提高品牌的连贯性和可靠性。
第四，CIS系统手册有助于提升企业内部的认同感和凝聚力。
通过确立团队成员在传达企业形象方面的准则和规范，CIS系统手册增强了内部员工对企业形象的认同感，使他们能够更好地理解、表达和传达企业的核心价值和使命。
最后，CIS系统手册为企业的营销活动提供了一种有效的管理工具。
通过规范品牌形象和标识的使用，CIS系统手册可以更好地控制和管理企业的营销投资。
企业可以确保市场活动的一致性和效果，减少资源浪费，提高投资回报率。
总之，CIS系统手册是一种非常有价值的营销策划理论。
它可以帮助企业建立强大的品牌形象和市场竞争力，提高内部员工的凝聚力和认同感，并提供一种有效的管理工具来控制和管理营销投资。
零售及消费品从业人员必懂的英文销售术语
零售及消费品从业人员必懂的英文销售术语许多初入消费品、小家电行业销售领域的童鞋，碰到上述英文销售术语时，往往一头雾水，不知是啥意思。
本人现将最常见的150余条英文销售术语整理如下，以飨职场新人：DA（Distribution & Assortment）分销Location：位置Display：陈列Pricing：价格Inventory：库存Merchandising：助销Promotion：促销KA（Key Account）：重点客户GKA（Global Key Account）：全球性重点客户NKA（National Key Account）：全国性重点客户LKA（Local Key Account）：地方性重点客户RKA（Retail Key Account ）：零售重点客户SM（ShoppingMall）：大型购物消费中心简称销品茂HYM（Hypermarket）：巨型超级市场，简称大卖场SPM（Supermarket）：超级市场，简称超市S-SPM（Small-Supermarket）：小型超市M-SPM（Middle-Supermarket）：中型超市L-SPM（Large-Supermarket）：大型超市C&C（Cash & Carry）：仓储式会员店CVS（Convenience Store）：便利店GS（Gas Station）：加油站便利店DS（Discount Store）：折扣店MT（Modern Trade ）：现代渠道TT（Tradiditional Trade）：传统渠道OT（Organized Trade）：现代特殊渠道OP（On Premise ）：餐饮渠道HBR（Hotel,Bar,Restaurant）：旅馆、酒吧、餐馆等封闭性通路WHS（Wholesaler）：批发商2nd tier Ws：二级批发商DT（Distributor）：经销商，分销商2ndDT：二级分销商DIST（Distributor System）：专营分销商MW（Managed Wholesalers）：管制批发商PW（Passive Wholesalers）：传统批发商DSD（Direct Store Delivery）：店铺直接配送CSTD（Company Sells Third Party Delivers）：我销他送DC（Distribution Center）：配送中心TPL（Third Party Logistics）：第三方物流CRP（Contiuous Replenishment）：持续补货CAO（Computer Assisted Ordering）：计算机辅助订货PUR（Purchase）：进货OOS（Out of Stock）：缺货Inventory day：库存天数SKU（Stock Keeping Uint）：最小库存计量单位UPC：通用产品编码Bar Code：条形码Slim（Slim）：纤细,苗条(包装)TC：铁罐包装AC：铝罐包装TP（TETRA PAK）：利乐无菌包装(俗称纸包装)PET：宝特瓶(俗称胶瓶)POSM（Point of Sale Materials）：陈列品GE（Gondola End）：端架MIT（Marketing Inpact Team）：卖场整合性陈列；堆箱TG（Type Genus ）：堆头Island Display：堆头式陈列Floor Display：落地割箱陈列Pallet Display：卡板陈列Strip Display：挂条陈列Sidekick Display：侧挂陈列Checkout Display：收银台陈列Cooler Display：冰柜陈列Secondary Display：二次陈列Cross Display：交叉陈列PG（Promotion Girl）：促销员P-T（Part-timer）：临时工，特指临促POP（Point Of Purchase）：门店广告Price discount：特价On-Pack：绑赠Sampling：试吃Road Show：路演，大型户外促销活动DM（Direct Mail ）：商场快讯商品广告；邮报 PR（Public Relation）：公共关系NP（News Paper）：报纸杂志AD（Advertisement）：广告GRP（Gross Rating Point）：毛评点;总收视点（媒介用语）Loyalty：忠诚度Penetration：渗透率Value Share：市场份额AVE（Average）：平均数WTD（Weighted）：加权NUM（Numeric）：数值PP（Previous Period）：上期YA（Year Ago）：去年同期VOL（Volume）：销售量VAL（Value）：销售额VAL-PP（Value PP）：上期销售额VAL-YA（Value YA）：去年同期销售额YTD（Year To Date ）：截至当期的本年累计MTD（Means Month to Date）：本月到今天为止SPPD（Sales Per Point of Distribution）：每点销售额BTL（Below The Line）：线下费用ATL（Above The Line）：线上费用ABC（Activity based costing）：成本动因核算法（又称：巴雷托分析法） U&A（Usage and Attitude）：消费态度和行为(市场调查)FGD（Focus Group Discuss）：座谈会(市调一种)Store Check：终端调查，铺市率调查CR：销售代表CR-OP：销售代表-餐饮渠道CR-OT：销售代表-现代特殊渠道CR-MT：销售代表-现代渠道CR-TT：销售代表-传统渠道OTCR：现代渠道销售代表WDR：批发拓展代表ADR：客户拓展代表DCR：分销商合约代表DSR：分销商销售代表KSR：大客户销售主任KAM：重点客户经理CDM：渠道拓展经理MDR：市场拓展代表MDE：市场拓展主任MDM：市场拓展经理TMM：通路行销市场经理TDS：区域拓展主任TDM：区域拓展经理LTDM：高级区域拓展经理UM：业务单位经理（大区经理）GM（General Manager）：总经理GMDR（General Manager Direct Reports ）：总经理直接下属VP（Vice President）：副总裁FVP（First Vice President）：第一副总裁AVP（Assistant Vice President）：副总裁助理CEO（Chief Executive Officer）：首席执行官COO（Chief Operations Officer）：首席运营官CFO（Chief Financial Officer）：首席财务官CIO（Chief Information Officer）：首席信息官Director：总监HRD（Human Resource Director）：人力资源总监OD（Operations Director）：运营总监MD（Marketing Director）：市场总监OM（Operations Manager）：运营经理PM （Product Manager）：产品经理BM（Brand Manager）：品牌经理4P（Product、Price、Place、Promotion）：4P营销理论(产品、价格、渠道、促销)4C（Customer、Cost、Convenience、Communication）：4C营销理论(顾客、成本、便利、) 4V（Variation、Versatility、Value、Vibration）：4V营销理论(差异化、功能化、附加价值、共鸣)SWOT（Strengths、Weaknesses、Opportunities、Threats）：SWOT分析法(优势、劣势、机遇威胁)FABE（Feature、Advantage、Benefit、Evidence）：FABE法则(特性、优点、利益、证据) USP（Unique Selling Propostion）：独特销售主张3A（Avalible、Able、Adsire）：买得到、买得起、乐得买PDCA（Plan、Do、Check、Action）：PDCA循环管理(计划、执行、检查、行动)OEM（Original Equipment Manufacturer）：原始设备制造商,俗称“贴牌”ODM（Original Design Manufacturer）：原装设计制造商OBM（Own Brand Manufacturer）：自有品牌制造商IPO（Initial Public Offering）：首次公开募股LOGO：商标Slogan：广告语FMCG（Fast Moving Consumer Goods）：快速消费品DCG（Durable Consumer Goods）：耐用消费品诠释零售营运专业术语（中英文）. 营运管理（OPERATION MANAGEMENT）：是指零售商透过一些硬指标及软指标对其门店的各项作业，起到培训、督导、考核、奖惩的一系列经营管理活动。
销售常用英语口语
销售常用英语口语在销售行业中，英语口语是非常重要的工具。
通过流利地掌握一些常用的销售英语口语，能够帮助销售人员在与客户沟通时更加轻松自如地展开谈判和交流。
以下是一些常用的销售英语口语，供销售人员参考：与客户打招呼•Hello, how may I help you today?•Good morning/afternoon, can I assist you with anything?•Welcome, is there anything specific you are looking for?询问客户需求•What brings you in today?•Could you tell me a little bit about what you are looking for?•How can I help you find what you need?推荐产品和服务•Have you considered trying our newproduct/service?•I would recommend this product/service based on your needs.•This product/service has been popular with our other customers.谈判和促销•We have a special promotion going on right now, would you be interested?•If you buy now, we can offer you a discount.•I can offer you a deal if you decide to purchase today.完成交易•Would you like to proceed with the purchase?•Shall I wrap this up for you?•Thank you for your business, have a great day!以上是一些常用的销售英语口语，销售人员可以根据具体情况进行灵活运用，以更好地与客户进行沟通和交流，达成交易。
营销常用英文手册
英文缩写展开及翻译的整理日常使用类：KPI——Key Performance Indication关键业绩指标DPI——Day Performance Indication日业绩指标MIS——Management Information System信息管理系统CRC——Customer Record Card 客户销售记录OJT——On Job Training市场协同作业Back Check——市场查核Routine Call——路线拜访Price of——降价Reference——参考DMS——data management system数据管理系统EDMS——electric data management system电子数据管理系统Instant Noodles——即食面Workshop——专题讨论会,研讨会Total——总数;合计Food——食品Non-Food——非食品Instant Noodles——速食面AC-niesen——市调数据MAT——moving annual today 从当月回推一年SMART原则——目标订定的原则S(Specific)具体的，明确的；M(Measurable)可衡量的；A(Attainable);可达到的；R(Relevant)相关性；T(Time-based)明确的截止时间PDCA——管理循环P(Plan)计划D(do)执行C(Check)检核A(Action)改善职务名称类：SD——sales director 销售总监SM——sales Manager 销售经理SOM——Sales Operation ManagerTM——trade marketing 通路企划MOM——Marketing Operation Management （地方营运主管）MO——Marketing Operation 地方推广专员（以前的MS）BM——Brand Manager品牌经理（品牌主管）ABM——Assistance Product Manager助理品牌经理（产品人）直营常用类：FMCG——fast moving consume goods 快速消费品Trading Term——商业合约Monthly Rebate——月返：每月不因销售金额大小给与客户的无条件的返利折扣，通称月返Data Sharing/Information Free——资讯费：因客户要求各项销售数据或订单传输及对账单等资料提供费，也称讯息费New Store Open Free——新店开店赞助费Incentive Rebate——年返：每年双方因销售目标金额大小给与客户的有条件返利，通称年返Direct Mail Free——海报费:因促销商品讯息刊登在客户的海报上收的费用Display Free——陈列费Listing Free——新品费：新品项上架费用也可称条码费Net Costing——净成本=进货价格-促销折扣Initial Margin——前毛利=（售价-进货成本）/售价RSP——Retail Selling Price 产品贩售价格PP——Promotion Price 促销时的售价EDLP——Every Day Low Price 每日低价平价Revenue——销售额Net Sales——销售净额=扣除退货的未税金额GM——Gross Margin毛利CM——Commercial Margin商业利润IM——Initial Margin 前毛利BM——Back Margin后毛利Payment Term——帐期Net Profit——净损益（扣除费用/税率后）Invoice——发票BEP——Break Even Point损益平衡点ROI——return on investmen 投资收益率/利润率DC——Delivery Center 仓储Return Goods——退货Order Fill Rate——订单满足率Logistic——仓储运输Budget/Spending——预算/花费TG Free——端架费MD Free——地堆费DMS—— Database Management System正常平均单品销售数PDMS——Promotion Database Management System促销期间单品销售量EDI——Electronic Data Interchange电子订单系统ECR——Efficient Consumer Response有效客户恢复系统B2B——Business To Business生意往来的系统YTD——Year to date年销售进度到今天JBP——Joint Business Plan 联合商业计划Scorecard——平衡计分卡BR——Business Review 生意回顾CAM——Category Management 品类管理Grocery——杂货Like for Like——既存店的同比SKU——Store Keeping Unit 店内保存单品VPO——Volume Per Outlet 单店销量=垂直成长DST——陈列库存目标Stock——库存OOS——Out of Stock缺货CCU——CITY COMMERCIAL MERCHANDISE UNIT城市采购中心企划常用类：（一）媒体相关1、CPRP——cost per rating point 收视点成本，每一个收视率百分点所需要花费的成本2、GRP——Gross Rating Point 一定时期所有投放收视率总和3、Reach——到达率，一定期间内有机会接触广告一次或以上的人口百分比（二）产品及促销相关1、IMC——Integrated Market Communication,即整合营销。
营销常用英文手册
英文缩写展开及翻译的整理日常使用类：KPI——Key Performance Indication关键业绩指标DPI——Day Performance Indication日业绩指标MIS——Management Information System信息管理系统CRC——Customer Record Card 客户销售记录OJT——On Job Training市场协同作业Back Check——市场查核Routine Call——路线拜访Price of——降价Reference——参考DMS——data management system数据管理系统EDMS——electric data management system电子数据管理系统Instant Noodles——即食面Workshop——专题讨论会,研讨会Total——总数;合计Food——食品Non-Food——非食品Instant Noodles——速食面AC-niesen——市调数据MAT——moving annual today 从当月回推一年SMART原则——目标订定的原则S(Specific)具体的，明确的；M(Measurable)可衡量的；A(Attainable);可达到的；R(Relevant)相关性；T(Time-based)明确的截止时间PDCA——管理循环P(Plan)计划D(do)执行C(Check)检核A(Action)改善职务名称类：SD——sales director 销售总监SM——sales Manager 销售经理SOM——Sales Operation ManagerTM——trade marketing 通路企划MOM——Marketing Operation Management （地方营运主管）MO——Marketing Operation 地方推广专员（以前的MS）BM——Brand Manager品牌经理（品牌主管）ABM——Assistance Product Manager助理品牌经理（产品人）直营常用类：FMCG——fast moving consume goods 快速消费品Trading Term——商业合约Monthly Rebate——月返：每月不因销售金额大小给与客户的无条件的返利折扣，通称月返Data Sharing/Information Free——资讯费：因客户要求各项销售数据或订单传输及对账单等资料提供费，也称讯息费New Store Open Free——新店开店赞助费Incentive Rebate——年返：每年双方因销售目标金额大小给与客户的有条件返利，通称年返Direct Mail Free——海报费:因促销商品讯息刊登在客户的海报上收的费用Display Free——陈列费Listing Free——新品费：新品项上架费用也可称条码费Net Costing——净成本=进货价格-促销折扣Initial Margin——前毛利=（售价-进货成本）/售价RSP——Retail Selling Price 产品贩售价格PP——Promotion Price 促销时的售价EDLP——Every Day Low Price 每日低价平价Revenue——销售额Net Sales——销售净额=扣除退货的未税金额GM——Gross Margin毛利CM——Commercial Margin商业利润IM——Initial Margin 前毛利BM——Back Margin后毛利Payment Term——帐期Net Profit——净损益（扣除费用/税率后）Invoice——发票BEP——Break Even Point损益平衡点ROI——return on investmen 投资收益率/利润率DC——Delivery Center 仓储Return Goods——退货Order Fill Rate——订单满足率Logistic——仓储运输Budget/Spending——预算/花费TG Free——端架费MD Free——地堆费DMS—— Database Management System正常平均单品销售数PDMS——Promotion Database Management System促销期间单品销售量EDI——Electronic Data Interchange电子订单系统ECR——Efficient Consumer Response有效客户恢复系统B2B——Business To Business生意往来的系统YTD——Year to date年销售进度到今天JBP——Joint Business Plan 联合商业计划Scorecard——平衡计分卡BR——Business Review 生意回顾CAM——Category Management 品类管理Grocery——杂货Like for Like——既存店的同比SKU——Store Keeping Unit 店内保存单品VPO——Volume Per Outlet 单店销量=垂直成长DST——陈列库存目标Stock——库存OOS——Out of Stock缺货CCU——CITY COMMERCIAL MERCHANDISE UNIT城市采购中心企划常用类：（一）媒体相关1、CPRP——cost per rating point 收视点成本，每一个收视率百分点所需要花费的成本2、GRP——Gross Rating Point 一定时期所有投放收视率总和3、Reach——到达率，一定期间内有机会接触广告一次或以上的人口百分比（二）产品及促销相关1、IMC——Integrated Market Communication,即整合营销。
销售英文知识点总结大全
销售英文知识点总结大全Sales are an essential part of any business, and having a strong understanding of sales techniques and strategies is crucial for success. In this comprehensive summary, we will cover various sales knowledge points to help sales professionals and business owners improve their sales performance.1. Understanding the Sales ProcessThe sales process refers to the series of steps that a salesperson takes to sell a product or service to a potential customer. It typically includes prospecting, qualifying leads, making a sales presentation, handling objections, closing the sale, and following up with the customer. Understanding the sales process is essential for effectively managing and converting leads into customers.2. Building Rapport and TrustBuilding rapport and trust with potential customers is vital for successful sales. Salespeople must be able to establish a connection with their prospects, understand their needs, and build trust through open and honest communication. Building rapport and trust also involves active listening, showing empathy, and demonstrating expertise in the products or services being offered.3. Effective Communication SkillsEffective communication is crucial for successful sales. Sales professionals must be able to articulate the features and benefits of their products or services, ask probing questions to uncover customer needs, and present solutions in a clear and compelling manner. Strong communication skills also involve active listening, empathy, and the ability to handle objections and negotiate effectively.4. Understanding Customer NeedsUnderstanding customer needs is essential for tailoring sales pitches and solutions to meet specific customer requirements. Sales professionals should ask probing questions to uncover customer pain points, challenges, and goals, and then present products or services that address those needs. Understanding customer needs also involves conducting thorough research and preparation before engaging with potential customers.5. Product Knowledge and ExpertiseHaving a thorough understanding of the products or services being sold is crucial for successful sales. Sales professionals must be familiar with the features and benefits of their offerings, as well as how they compare to competitors. In addition, having expertise in the industry, market trends, and customer needs can significantly enhance sales performance.6. Handling Objections and RejectionsHandling objections and rejections is an inevitable part of the sales process. Sales professionals must be able to address customer concerns, overcome objections, and navigate through rejections with confidence and grace. This involves active listening, empathizing with customers, providing evidence and testimonials, and demonstrating value to potential customers.7. Closing TechniquesClosing the sale is the ultimate goal of any sales interaction. Sales professionals must be able to use effective closing techniques to secure commitment from the customer, such as the assumptive close, the summary close, the urgency close, or the trial close. Mastering closing techniques can significantly improve sales conversion rates and drive business success.8. Follow-Up and Relationship BuildingFollowing up with customers after the sale is critical for building long-term relationships and generating repeat business. Sales professionals should follow up with customers to ensure satisfaction, gather feedback, and provide ongoing support. Building strong relationships with customers can lead to referrals, upselling opportunities, and continued loyalty.9. Negotiation SkillsNegotiation skills are essential for successful sales. Sales professionals must be able to negotiate effectively with potential customers to reach mutually beneficial agreements. This involves understanding customer needs, demonstrating the value of the offerings, and finding creative solutions that meet both parties' objectives.10. Sales Management and LeadershipSales management and leadership involve overseeing and leading a sales team to achieve sales targets and business objectives. Effective sales management includes setting performance goals, providing coaching and support, implementing sales strategies, and monitoring and analyzing sales performance. Strong leadership skills are essential for motivating and empowering the sales team to succeed.11. Sales Analytics and Data-Driven Decision MakingSales analytics involves using data and metrics to analyze sales performance, identify trends, and make data-driven decisions. Sales professionals and business owners should track key performance indicators (KPIs), such as conversion rates, average deal size, and sales velocity, to gain insights and improve sales strategies and tactics.12. Sales Technology and ToolsSales professionals can leverage various sales technology and tools to streamline and enhance their sales efforts. This includes customer relationship management (CRM)software, sales automation tools, sales enablement platforms, and sales performance analytics. Understanding how to effectively use sales technology can improve productivity, efficiency, and sales outcomes.In conclusion, having a strong understanding of sales knowledge points is crucial for anyone involved in sales. By mastering these key concepts and strategies, sales professionals and business owners can improve their sales performance, drive business growth, and achieve long-term success.。
市场营销管理手册(英文版)
市场营销管理手册(英文版) Chapter 1: Market Analysis and Research1.1. Understand the importance of market analysis1.2. Conduct market research1.3. Analyze market trends and customer behavior1.4. Identify target markets and customer segments1.5. Use SWOT analysis for strategic planningChapter 2: Marketing Strategy2.1. Develop a marketing strategy aligned with business objectives 2.2. Define unique selling propositions2.3. Set marketing goals and objectives2.4. Determine pricing strategies2.5. Create a brand positioning statement2.6. Select marketing channels and distribution strategies Chapter 3: Product Development and Management3.1. Understand the product lifecycle3.2. Conduct market testing and product research3.3. Develop and launch new products3.4. Manage existing product portfolios3.5. Implement product life extension strategies3.6. Monitor and analyze product performanceChapter 4: Marketing Communications4.1. Develop an effective marketing communication plan4.2. Use integrated marketing communications4.3. Select appropriate communication channels4.4. Create compelling advertising campaigns4.5. Utilize public relations and media relations4.6. Manage and measure marketing communication effectiveness Chapter 5: Digital Marketing and Social Media5.1. Understand the significance of digital marketing5.2. Develop a digital marketing strategy5.3. Utilize various digital marketing channels5.4. Optimize websites for search engines5.5. Leverage social media for marketing purposes5.6. Monitor and measure digital marketing performance Chapter 6: Marketing Analytics and Performance Measurement 6.1. Understand marketing analytics and metrics6.2. Measure and analyze marketing effectiveness6.3. Monitor and evaluate return on investment (ROI)6.4. Utilize customer relationship management (CRM) tools6.5. Implement data-driven decision making6.6. Continuously improve marketing strategies and activities Chapter 7: Marketing Team and Leadership7.1. Build an effective marketing team7.2. Define roles and responsibilities7.3. Provide effective leadership and motivation7.4. Foster a culture of innovation and creativity7.5. Develop talent through training and development7.6. Encourage teamwork and collaborationChapter 8: Ethical and Legal Considerations in Marketing8.1. Understand ethical issues in marketing8.2. Comply with legal requirements and regulations8.3. Adhere to industry standards and codes of conduct8.4. Maintain consumer privacy and data protection8.5. Engage in fair and honest advertising practices8.6. Handle customer complaints and conflicts ethicallyConclusion:The Marketing Management Manual serves as a comprehensive guide for marketers to develop successful marketing strategies, execute effective campaigns, and achieve organizational objectives. By utilizing the principles, tools, and best practices discussed in this manual, marketing professionals can stay ahead in the dynamic and competitive marketplace. The manual encourages continuous improvement, innovation, and ethical practices, ensuring long-term success and customer satisfaction.Chapter 1: Market Analysis and Research1.1 Understand the importance of market analysisMarket analysis is a crucial step in developing a successful marketing strategy. It involves gathering and analyzing data about the target market, competition, and industry trends. By conducting comprehensive market analysis, marketing managers can identify opportunities, understand customer needs and preferences, and make informed decisions. It helps in identifying the right target market, positioning the product or service effectively, and setting realistic goals and objectives.1.2 Conduct market researchMarket research is the process of collecting and analyzing data about the market, customers, and competitors. It provides valuable insights into consumer behavior, market trends, and industry dynamics. Market research can be conducted using various methods such as surveys, focus groups, interviews, and observation. The data collected through market research helps marketers in understanding customer needs, identifying market segments, and making informed business decisions.1.3 Analyze market trends and customer behaviorAnalyzing market trends and customer behavior is essential for understanding the dynamics of the market. By monitoring market trends, marketers can identify emerging opportunities and threats, and adapt their marketing strategies accordingly. Understanding customer behavior helps in designing effective marketing campaigns, developing products or services that meet customer needs, and providing an enhanced customer experience. Marketers can use various data analysis techniques and tools to gain insights into customer behavior and market trends.1.4 Identify target markets and customer segmentsIdentifying target markets and customer segments is critical for effective marketing. Target markets are specific groups of customers that a company wants to focus its marketing efforts on. By identifying the target market, marketers can tailor their marketing strategies and activities to meet the needs and preferences of that particular segment. Customer segmentation involves dividing the market into smaller groups based on similar characteristics such as demographics, psychographics, and behavior. This allows marketers to create customized marketing messages and offers that appeal to each segment.1.5 Use SWOT analysis for strategic planningSWOT analysis is a framework used to assess the internal strengths and weaknesses of a company and the external opportunities and threats it faces. By conducting SWOT analysis, marketers can identify the company's competitive advantages, uncover areas for improvement, and evaluate market opportunities and threats. This analysis helps in developing effective marketing strategies by aligning the company's strengths with market opportunities and addressing its weaknesses and threats. It also helps in identifying potential risks and challenges that may impact the success of marketing campaigns.Chapter 2: Marketing Strategy2.1 Develop a marketing strategy aligned with business objectivesA marketing strategy is a plan of action designed to achieve the marketing objectives of a business. It provides a roadmap for how the company will reach its target market, differentiate itself from competitors, and achieve its business goals. A successful marketing strategy is aligned with the overall business objectives and considers factors such as target market, competitive landscape, and available resources. It outlines the marketing mix (product, price, place, promotion) and the tactics needed to implement the strategy effectively.2.2 Define unique selling propositionsA unique selling proposition (USP) is a distinctive feature or benefit that sets a product or service apart from competitors. It answers the question, "Why should customers choose our product or service over others?" Defining a USP is crucial for positioning the brand effectively in the market and attracting the target market. It involves identifying the unique features, benefits, or attributes that make the product or service desirable to customers. The USP should be communicated clearly and consistently in all marketing communications to differentiate the brand and create a competitive advantage.2.3 Set marketing goals and objectivesSetting marketing goals and objectives provides direction and focus for marketing efforts. Goals are broad statements of what the company wants to achieve, while objectives are specific, measurable, achievable, relevant, and time-bound (SMART). Goals and objectives should be aligned with the overall business objectives and the desired outcomes of themarketing strategy. They can include increasing market share, generating leads, improving brand awareness, boosting sales, or enhancing customer satisfaction. Setting clear goals and objectives allows marketers to track progress, make adjustments when necessary, and evaluate the success of marketing efforts.2.4 Determine pricing strategiesPricing strategies play a crucial role in determining the perceived value of a product or service and influencing customer buying decisions. Marketers need to consider various factors such as production costs, competitor pricing, customer perception of value, and overall marketing objectives when determining pricing strategies. Pricing strategies can include cost-based pricing, where the price is based on production costs and desired profit margins, or value-based pricing, where the price is based on the perceived value of the product or service in the market. Promotional pricing, bundle pricing, and penetration pricing are other common pricing strategies used by marketers.2.5 Create a brand positioning statementA brand positioning statement defines how a brand wants to be perceived in the minds of the target customers. It communicates the brand's unique value proposition and differentiates it from competitors. A brand positioning statement typically includes the target market, the brand's unique attributes, and the benefits it provides to customers. It should be clear, concise, and memorable. A well-crafted brand positioning statement guides all marketing communications and activities, ensuring consistency and effectiveness in reaching the target market.2.6 Select marketing channels and distribution strategiesMarketing channels and distribution strategies determine how a product or service reaches the target market. Marketers need to carefully select the most appropriate channels based on factors such as customer preferences, geographic reach, cost-effectiveness, and competitive advantages. The choice of distribution strategies, such as direct sales, wholesalers, retailers, or e-commerce, depends on various factors such as the nature of the product, target market, and supply chain capabilities. Effective channel selection and distribution strategies ensure that the product or service is available to customers when and where they want it, leading to increased sales and customer satisfaction. (Continued in the next chapter...)。
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英文缩写展开及翻译的整理日常使用类：KPI——Key Performance Indication关键业绩指标DPI——Day Performance Indication日业绩指标MIS——Management Information System信息管理系统CRC——Customer Record Card 客户销售记录OJT——On Job Training市场协同作业Back Check——市场查核Routine Call——路线拜访Price of——降价Reference——参考DMS——data management system数据管理系统EDMS——electric data management system电子数据管理系统Instant Noodles——即食面Workshop——专题讨论会,研讨会Total——总数;合计Food——食品Non-Food——非食品Instant Noodles——速食面AC-niesen——市调数据MAT——moving annual today 从当月回推一年SMART原则——目标订定的原则S(Specific)具体的，明确的；M(Measurable)可衡量的；A(Attainable);可达到的；R(Relevant)相关性；T(Time-based)明确的截止时间PDCA——管理循环P(Plan)计划D(do)执行C(Check)检核A(Action)改善职务名称类：SD——sales director 销售总监SM——sales Manager 销售经理SOM——Sales Operation ManagerTM——trade marketing 通路企划MOM——Marketing Operation Management （地方营运主管）MO——Marketing Operation 地方推广专员（以前的MS）BM——Brand Manager品牌经理（品牌主管）ABM——Assistance Product Manager助理品牌经理（产品人）直营常用类：FMCG——fast moving consume goods 快速消费品Trading Term——商业合约Monthly Rebate——月返：每月不因销售金额大小给与客户的无条件的返利折扣，通称月返Data Sharing/Information Free——资讯费：因客户要求各项销售数据或订单传输及对账单等资料提供费，也称讯息费New Store Open Free——新店开店赞助费Incentive Rebate——年返：每年双方因销售目标金额大小给与客户的有条件返利，通称年返Direct Mail Free——海报费:因促销商品讯息刊登在客户的海报上收的费用Display Free——陈列费Listing Free——新品费：新品项上架费用也可称条码费Net Costing——净成本=进货价格-促销折扣Initial Margin——前毛利=（售价-进货成本）/售价RSP——Retail Selling Price 产品贩售价格PP——Promotion Price 促销时的售价EDLP——Every Day Low Price 每日低价平价Revenue——销售额Net Sales——销售净额=扣除退货的未税金额GM——Gross Margin毛利CM——Commercial Margin商业利润IM——Initial Margin 前毛利BM——Back Margin后毛利Payment Term——帐期Net Profit——净损益（扣除费用/税率后）Invoice——发票BEP——Break Even Point损益平衡点ROI——return on investmen 投资收益率/利润率DC——Delivery Center 仓储Return Goods——退货Order Fill Rate——订单满足率Logistic——仓储运输Budget/Spending——预算/花费TG Free——端架费MD Free——地堆费DMS—— Database Management System正常平均单品销售数PDMS——Promotion Database Management System促销期间单品销售量EDI——Electronic Data Interchange电子订单系统ECR——Efficient Consumer Response有效客户恢复系统B2B——Business To Business生意往来的系统YTD——Year to date年销售进度到今天JBP——Joint Business Plan 联合商业计划Scorecard——平衡计分卡BR——Business Review 生意回顾CAM——Category Management 品类管理Grocery——杂货Like for Like——既存店的同比SKU——Store Keeping Unit 店内保存单品VPO——Volume Per Outlet 单店销量=垂直成长DST——陈列库存目标Stock——库存OOS——Out of Stock缺货CCU——CITY COMMERCIAL MERCHANDISE UNIT城市采购中心企划常用类：（一）媒体相关1、CPRP——cost per rating point 收视点成本，每一个收视率百分点所需要花费的成本2、GRP——Gross Rating Point 一定时期所有投放收视率总和3、Reach——到达率，一定期间内有机会接触广告一次或以上的人口百分比（二）产品及促销相关1、IMC——Integrated Market Communication,即整合营销。
是指以消费者为核心的企业行为和市场行为,综合协调地使用各种形式的传播方式,以统一的目标和统一的传播形象,传播一致的产品信息,实现与消费者的双向沟通,迅速树立产品品牌在消费者心目中的地位,建立产品品牌与消费者的联系。
如我公司的IMC表单。
2、4P——指代的是Product(产品)、Price(价格)、Place(地点，即分销，或曰渠道)和Promotion(促销)四个英文单词。
3、4C——分别指代Customer(顾客)、Cost(成本)、Convenience(便利)和Communication(沟通)。
4、POP——即英文“point of purchase”的缩写。
“point of purchase AD.”其英文原意为“在购物场所能促进销售的广告”。
所有在零售店面内外，能帮助促销的广告物，或其他提供有关商品情报、服务、指示、引导等标示，都可称为POP广告。
5、DM——Direct Market，直销广告（Direct Market AD）。
是英文Direct MailAdvertising的简称，即直接邮递广告，也称直邮广告，是指通过邮政系统将广告直接送给广告受众的广告形式。
6、POSM——Point of Sales Materials 辅助销售材料，例如吊旗，跳跳卡，冰箱贴，地贴店招，横幅，海报，宣传单张，价格牌，瓶颈标签，吊牌等，促销纪念品、现场销售派送品、免费试用品等，堆头，促销台等7、SOP——Standard Operation Procedure三个单词中首字母的大写 ,即标准作业程序,就是将某一事件的标准操作步骤和要求以统一的格式描述出来,用来指导和规范日常的工作.SOP的精髓,就是将细节进行量化,用更通俗的话来说,SOP就是对某一程序中的关键控制点进行细化和量化.8、KA——即Key Account，中文意为“重要客户”,"重点客户",对于企业来说KA卖场_--就是营业面积、客流量和发展潜力等三方面的大终端。
9、NKA——national key account 全国直营客户10、LKA——local key account 地方直营客户11、P&L——Profit and Loss 利润与损失12、A&P——Advertisement and Promotion广告费用与促销费用13、A1——A1（Non-TV）：指非电视广告费用如：平面广宣制作费、报纸杂志广告费、公车候车亭广告费等14、A2——A2（TV）：指电视广告费用如：电视广告相关设计制作费、发布费、佣金等15、SP——s ales promotion促销16、CP——c onsumer promotion 消费者促销；展销会、试吃、赠品、商场促销、现金卡、旅游招待、告知卡/中奖卡、空袋兑换等17、TP——trade promotion 通路促销18、TP1：TP1-折让3（经销商返利）TP1-其它（车铺补助）TP2：TP2-折让2（随车搭赠）TP2-其它（上架费、通路推展、礼品/赠品、陈列费、销售奖励、专案促销、会务费、劳务费、铺货、长短促结案后返等）以上为经销部分；TP3：TP3-折让2（随车搭赠）TP3-其它（上架费、通路推展、端架/陈列/堆箱费、DM费、年/节费、物流配送费、赞助费、销售奖励、退佣、劳务费、资讯费、专案费等）TP3-折让4（折价供货价差等）以上为直营部分19、S WOT——分别代表strengths（优势）、weaknesses（劣势）、opportunities(机会)、threats（威胁）。
SWOT分析通过对优势、劣势、机会和威胁的加以综合评估与分析得出结论，然后再调整企业资源及企业策略，来达成企业的目标。
20、U&A——Used & Attitude消费者使用习惯和使用态度21、Campaign——同一系列口味及规格集合，例:东北炖22、LOGO——商标、标识。
例：“康师傅”23、SLOGON——诉求。
例：“这个味儿流行”24、BOM——Billing of Material 物料清单25、PATTEN——图标。
例：“东北炖”。