MB After-Sales Segmentation Research Design-ENG
市场营销专业英语
市场营销专业英语Marketing Management营销管理New Products Development新产品开发 Service Industry Marketing服务业营销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 广告反馈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 年度营销计划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 基本生理需要 BCG Grow-Share Matrix 波士顿增长-份额矩阵 1before 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 behaviouralhierarchies 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buyback allowances 回购折让 2buyback 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 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 3combination 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4consumers' 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 ofcompetitors 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 5credibility 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 6department 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-attributionhierarchy 不和谐-归属层次结构 distribution channel designs 分销渠道设计 7distribution 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 教育服务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 8entrepreneurial 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）9export 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 10Ford 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 profitabilityanalysis 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 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 11global 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）Haagen-Dazs 哈根达斯hard technology 硬技术 12Harvard 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 globalstrategy 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 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/构想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 13implementation 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 14integrated 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 stageof 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 15leapfrog 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 lostcustomer 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 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 16manufacturer 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 17marketing 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） 18MDSS (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 19multiple-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/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 20object-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 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 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 organisational level 组织层次 organizaitonal 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organizationalcustomer 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 全面成本领先 overheads 日常开支 overseas direct investment 海外直接投资 21ownership 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 22planning 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-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 23price 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 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productorganizaiton of salesforce 按产品组织销售队伍 product policies 产品策略 24product 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 项目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 psychographics 心理统计特征 psychological cost 心理成本 25psychological pricing 心理定价法 public organization 公共组织public relations 公共关系 public utilities 公共设施 publicity 公共宣传 pull strategy for control of distribution channels 分销渠道控制的拉式战略pupil dilation 瞳孔扩张purchase predisposition 购买倾向 purchasing agent 采购代理 purchasing contract 采购合同purchasing manager/agent 采购经理／代理purchasing power perity (PPP) 购买力平价指数push money/spiffs 佣金push stragtegy for control of distribution channels 分销渠道控制的推式战略 qualifying prospects 审查潜在顾客资格quality dimensions 质量维度quality 质量quantity discount 数量折扣 question marks 问题类 questioning 询问法 quotas 定额 R & D expenditure 研究开发战略 race and ethnic origin 种族和民族 rack jobbers 供应超级市场的批发商 radio 无线电广播 rank ordering 排序 rate of adoption 采购率rate-of-return/target return pricing 回报率/目标回报定价法rational appeals 理性诉求 rationale 基本原理 raw materials 原材料 reactive and proactive responses 反应及前摄策略 reactive new-product development strategy reactor strategy 反应型战略real estate 房地产 rebates 回扣 recall tests 记忆测试 26receiver 接收者reciprocity 利益互惠recognition ofproblem/need 发现问题/需求recognition tests 认知测试recreation 娱乐业recruitment and selection 招聘与选拔recycling of packaging 包装回收（利用）Reebok 锐步reference group 参照群体 referent power 参照权 refocus 巩固refunds 退款 refusal to deal 拒绝经营 regression analysis 回归分析法 regulation 管制 related/concentric diversification 相关/同心多元化relational VMSs 相关式垂直营销系统relative attractiveness of declining markets 衰退市场的相对吸引力relative market potential 相对市场潜力 relative market share 相对市场份额 reliability 可靠性 repeat purchase behavior 重复购买行为repetition 重复repositionings 重新定位产品requirements planning 需求计划reseller 中间商resident buyers 常驻采购员resource allocation/deployment 资源配置response strategies 反应策略 response to communication 传播响应 responsive strategy 反应型新产品开发战略 responsiveness 响应性 retail coverage strategy 零售范围战略 Retail Index 零售指数retail outlets 零售店retail sales 零售额retailer co-operatives 零售商合作社 27retailer 零售商retailing trends 零售趋势Return on Equity (ROE) 权益回报率Return on Investment (ROI) 投资回报率Return on Net Assets (RONA) 净资产回报率 reverse engineering 反向工程 reward systems 奖励系统 rivalry determinants 竞争。
商务英语科目三专业词汇
商务英语科目三专业词汇1. Marketing (市场营销)- Advertising (广告)- Branding (品牌建设)- Consumer Behavior (消费者行为)- Market Research (市场调研)- Pricing Strategy (定价策略)- Sales Promotion (销售促销)- Segmentation (分割)2. Finance (财务)- Audit (审计)- Budgeting (预算编制)- Cash Flow (现金流)- Financial Statement (财务报表)- Investment (投资)- Risk Management (风险管理)- Taxation (税务)3. International Business (国际商务)- Foreign Direct Investment (外国直接投资) - Globalization (全球化)- Import/Export (进出口)- Joint Venture (合资企业)- Trade Agreements (贸易协定)- World Trade Organization (世界贸易组织) 4. Human Resources (人力资源)- Employee Training (员工培训)- Labor Laws (劳动法)- Performance Evaluation (绩效评估)- Recruitment (招聘)- Salary Negotiation (薪资谈判)- Team Building (团队建设)- Workforce Diversity (劳动力多样化)5. Operations Management (运营管理)- Capacity Planning (产能规划)- Inventory Management (库存管理)- Lean Manufacturing (精益生产)- Quality Control (质量控制)- Supply Chain Management (供应链管理)- Time Management (时间管理)- Workflow Optimization (工作流优化)以上是商务英语科目三的一些专业词汇，涵盖了营销、财务、国际商务、人力资源和运营管理等领域的重要词汇。
市场营销专业英语
市场营销专业英语1. Introduction市场营销是一个在不断发展和变化的行业，因此对于市场营销专业人士来说，掌握专业英语是至关重要的。
市场营销专业英语是指与市场营销相关的词汇、短语、表达方式等的英语。
掌握市场营销专业英语，可以帮助市场营销人员更好地理解和应对市场营销的挑战。
本文将介绍一些常用的市场营销专业英语词汇和表达方式。
2. Market Research市场研究是市场营销的重要组成部分，它可以帮助企业了解市场需求和竞争情况。
以下是一些与市场研究相关的英语词汇和表达方式：•Market research (市场研究)•Market analysis (市场分析)•Target market (目标市场)•Consumer behavior (消费者行为)•Competitor analysis (竞争对手分析)•Market segmentation (市场细分)•Market trends (市场趋势)•Data analysis (数据分析)•Survey (调查)•Focus group (焦点小组)3. Marketing Strategy市场营销策略是企业实现营销目标的重要手段。
以下是一些与市场营销策略相关的英语词汇和表达方式：•Marketing strategy (营销策略)•Branding (品牌建设)•Positioning (定位)•Competitive advantage (竞争优势)•Promotion (促销)•Advertising (广告)•Public relations (公关)•Sales promotion (销售促进)•Product launch (产品发布)•Pricing strategy (定价策略)4. Digital Marketing数字营销是近年来快速发展的市场营销方式，它利用互联网和数字技术来进行营销活动。
以下是一些与数字营销相关的英语词汇和表达方式：•Digital marketing (数字营销)•Search engine optimization (搜索引擎优化)•Social media marketing (社交媒体营销)•Content marketing (内容营销)•Email marketing (电子邮件营销)•Pay-per-click advertising (按点击付费广告)•Conversion rate optimization (转化率优化)•Web analytics (网站分析)•Influencer marketing (影响者营销)•Online advertising (在线广告)5. Sales and Customer Relationship Management销售和客户关系管理是市场营销中不可或缺的部分。
商务英语词汇大全
商务英语词汇大全一、基本商务术语1. 商务活动（Business Activity）2. 市场营销（Marketing）3. 销售额（Sales Revenue）4. 成本（Cost）5. 利润（Profit）6. 投资回报率（Return on Investment, ROI）7.SWOT分析（Strengths, Weaknesses, Opportunities, Threats）8. 目标市场（Target Market）9. 市场细分（Market Segmentation）10. 定位（Positioning）二、商务谈判术语1. 谈判（Negotiation）2. 合同（Contract）3. 报价（Quotation）4. 还价（Counteroffer）5. 成交（Close the Deal）6. 付款方式（Payment Terms）7. 交货期（Delivery Time）8. 质量保证（Quality Assurance）9. 售后服务（Aftersales Service）10. 合作伙伴（Business Partner）三、商务函电术语1. 询盘（Inquiry）2. 报盘（Offer）3. 订单（Order）4. 发票（Invoice）5. 装箱单（Packing List）6. 信用证（Letter of Credit, L/C）7. 汇票（Bill of Exchange）8. 托运单（Shipping Order）9. 提单（Bill of Lading）10. 保险（Insurance）四、人力资源术语1. 招聘（Recruitment）2. 简历（Resume）3. 面试（Interview）4. 培训（Training）5. 薪资（Salary）6. 福利（Benefits）7. 绩效考核（Performance Appraisal）8. 晋升（Promotion）9. 劳动合同（Labor Contract）10. 职业规划（Career Planning）五、企业运营术语1. 企业战略（Corporate Strategy）2. 企业文化（Corporate Culture）3. 组织结构（Organizational Structure）4. 部门（Department）5. 团队协作（Teamwork）6. 项目管理（Project Management）7. 生产计划（Production Plan）8. 供应链管理（Supply Chain Management）9. 库存（Inventory）10. 客户关系管理（Customer Relationship Management, CRM）六、财务与会计术语1. 财务报表（Financial Statements）2. 资产（Assets）3. 负债（Liabilities）4. 所有者权益（Owner's Equity）5. 现金流（Cash Flow）7. 资产负债表（Balance Sheet）8. 利润分配（Profit Distribution）9. 折旧（Depreciation）10. 纳税（Taxation）七、国际贸易术语1. 进口（Import）2. 出口（Export）3. 贸易壁垒（Trade Barrier）4. 关税（Tariff）5. 配额（Quota）6. 原产地证明（Certificate of Origin）7. 贸易术语（Trade Terms，如FOB、CIF等）8. 国际支付（International Payment）9. 外汇（Foreign Exchange）10. 世界贸易组织（World Trade Organization, WTO）八、市场营销策略术语1. 市场调研（Market Research）2. 产品生命周期（Product Life Cycle）3. 广告（Advertising）4. 促销（Promotion）5. 公关（Public Relations）6. 品牌战略（Brand Strategy）7. 网络营销（Internet Marketing）8. 社交媒体营销（Social Media Marketing）9. 客户满意度（Customer Satisfaction）10. 忠诚度计划（Loyalty Program）九、企业管理术语1. 领导力（Leadership）2. 决策（Decision Making）3. 风险管理（Risk Management）4. 企业伦理（Business Ethics）5. 知识管理（Knowledge Management）6. 创新能力（Innovation Capability）7. 企业形象（Corporate Image）8. 危机管理（Crisis Management）9. 持续改进（Continuous Improvement）10. 企业社会责任（Corporate Social Responsibility, CSR）十、电子商务术语2. 在线支付（Online Payment）3. 网络安全（Network Security）4. 顾客评价（Customer Review）6. 网络营销策略（Online Marketing Strategy）7. 搜索引擎优化（Search Engine Optimization, SEO）8. 率（Clickthrough Rate, CTR）9. 转化率（Conversion Rate）通过这些词汇的积累，您将能够在商务交流中更加得心应手，展现出您的专业素养和沟通能力。
营销术语大全英文版营销术语
营销术语大全英文版营销术语Marketing Terms and DefinitionsAAccordion InsertAd CopyAdvertising Allowance Advertising BudgetAdvertising ElasticityAdvertising PlanAdvertising ResearchAd SpecialtyAdvertorialAgency CommissionAffiliateAffiliate MarketingAffiliate DirectoryAffiliate NetworkBBanner AdBrandBrand IdentityBrand ImageBrand ManagerBusiness-to-Business Advertising CCaptionCar CardCard RateChannel Distribution CirculationClassified Advertising Comparative Advertising Competition-Oriented Pricing Cooperative Advertising CopyrightCorrective AdvertisingCost EfficiencyCost Per InquiryCost Per Rating Point (CPP) Cost Per Thousand (CPM) Counter AdvertisingCreative StrategyCreativesDDay-After Recall Test Deceptive Advertising DemographicsDirect MailDirect MarketingDirect ResponseEEarned RateEnd-UserEqual TimeEighty-Twenty Rule ExposureEye TrackingFFCCFTCFixed-Sum-Per-Unit Method Flat RateFlightingFocus Group Interview Four PsFull-Service AgencyGGalvanometer TestGeneric BrandGross AudienceGross ImpressionsGross Rating Points (GRPs)HHierarchy-Of-Effects TheoryHolding PowerHoldover AudienceHorizontal DiscountHorizontal PublicationsHouse AgencyIImage AdvertisingIn-Pack PremiumIndustrial AdvertisingInfomercialIntegrated Marketing Communication (IMC) JJingleJumble DisplayKKeeperKey Success Factors LLeave-Behind Lifestyle Segmentation List BrokerLoss LeaderLoyalty IndexM Macromarketing Marginal Analysis Market Profile Market Segmentation Market Share Marketing Firm Marketing Mix Marketing Research MaterialityMedia StrategyMotivation ResearchNNADNarrowcastingNational BrandNet Unduplicated Audience Nominal ScaleNonprofit Marketing NormsOObjectivesObservationOn-pack (On-pack Premium) PParity ProductsPayment Threshold Patronage Motives Penetrated MarketPer InquiryPercent-of-Sales Method Perceived Risk Persuasion ProcessPotential MarketProduct Differentiation Product Life Cycle Product Positioning PromotionPromotional Mix PsychographicsPublicityPupilometrics Psychological Segmentation QQualitative Research Quantitative Research Quality Control QuestionnaireRRangeRate CardReachReference GroupReferral PremiumSSelling OrientationSloganStrategic Market Planning Subliminal PerceptionTTag lineTarget AudienceTarget MarketTarget Market IdentificationUUnique Selling PropositionVV alues and Lifestyles (V ALS) Research V ehicleV ertical PublicationsV isionWWord of Mouth AdvertisingWear OutWord Painting。
跨境电数据分析-期中考试(含答案-解析)
1.【单选题】(1分)零效果产品无效时长筛选最短是（）天答题区域：A. 15天B. 30天C. 90天D. 180天正确答案：A题目解析：目前国际站零效果产品无效时长筛选最短是15天。
2.【单选题】(1分)以下有关产品标题制作规则正确的是答题区域：A. 产品标题=营销词/属性词+应用场景B. 产品标题=营销词/属性词C. 产品标题=营销词+应用场景D. 产品标题=营销词/属性词+核心关键词+应用场景正确答案：D题目解析：产品标题=营销词/属性词+核心关键词+应用场景，选D项。
3.【单选题】(1分)名片发送后不可以做什么操作答题区域：A. 分享给他人B. 评论C. 撤回D. 修改正确答案：B4.【单选题】(1分)管理公司信息中，以下哪个不是必须要填写的答题区域：A. 公司名称B. 公司注册地C. 公司运营地址D. 外贸出口能力正确答案：D题目解析：管理公司信息中，公司名称，公司注册地，公司运营地址，公司注册年份，公司法人代表/企业主都是必填项。
5.【单选题】(1分)以下对于交互设计体验说法正确的有答题区域：A. 交互设计定义了两个或多个互动的个体之间交流的内容和结构，使之互相配合，共同达成某种目的。
B. 交互设计起源于网站设计和图形设计，但现在已经成长为一个独立的领域。
C. 交互设计师不再仅仅负责文字和图片，而是负责创建在屏幕上的所有元素，即所有用户可能会触摸、点按或者输入的东西D. 以上说法都正确题目解析：交互设计是定义、设计人造系统的行为的设计领域，它定义了两个或多个互动的个体之间交流的内容和结构，使之互相配合，共同达成某种目的。
交互设计起源于网站设计和图形设计，但现在已经成长为一个独立的领域。
现在的交互设计师不再仅仅负责文字和图片，而是负责创建在屏幕上的所有元素，即所有用户可能会触摸、点按或者输入的东西，简而言之，就是产品体验中的所有交互。
6.【单选题】(1分)访客营销管理的作用是什么答题区域：A. 仅可以查看访客的营销内容，有助于分析营销行为B. 查看访客的营销效果及营销内容，有助于分析营销行为并进行复盘优化C. 仅可以查看访客的营销效果，方便清楚是否营销成功D. 查看访客的营销效果及营销内容正确答案：B题目解析：在访客营销管理中可以查看访客的营销效果及营销内容，通过这些内容可以分析客户在我们店铺中的相关行为来判断我们的对应的内容是否存在问题，进行优化7.【单选题】(1分)名片交换场景不包括以下哪项答题区域：A. 买家在发送询盘的时候选择发送名片给商家B. 买家在发送RFQ的时候选择发送名片给商家C. 买家在自己的管理后台“商圈-Connections”场景直接发送名片D. 买家在浏览商品时收到名片8.【单选题】(1分)工厂信息主要是向买家展示答题区域：A. 生产能力B. 外贸能力C. 整体介绍公司D. 公司获得的相关证书、商标及专利信息正确答案：A9.【单选题】(1分)下面不是信保订单付款的流程答题区域：A. 提醒买家付款B. 起草信保订单C. 填写运输条款D. 确认支付条款正确答案：C题目解析：信保订单分为起草信保订单、选择线上收款方式、确认支付条款、提醒买家付款四个步骤。
常用外贸英语词汇BEC高级词汇
acquisition n. 收购，被收购的公司或股after-sales service n. 售后服务agenda n. 议事日程allocate v. 分配，配给current asset n. 流动资产audit n. 查账，审计batch production 批量生产bear market n. 熊市bull market 牛市black list 黑名单，禁止贸易的（货物、公司及个人）名单blue chips n. 蓝筹股，绩优股Board of Directors n. 董事会brand loyalty n. （消费者）对品牌的忠实break even v. 收支相抵，不亏不盈candidate n. 求职者，候选人capacity n. 生产额，（最大）产量case study n. 案例分析catalogue n. 目录，产品目录cost-effective adj. 合算的，有效益的customise v. 按顾客的具体要求制造（或改造等）；顾客化cut-throat adj. 残酷的，激烈的deduct v. 扣除，减去default n. 违约，未履行defective adj. 有缺点的depreciate v. 贬值，（对资产）折旧deputy n. 代理人，副职，代理dimensions n. 尺寸，面积，规模direct mail n. （商店为招揽生意而向人们投寄的）直接邮件direct selling n. 直销，直接销售dispatch n./v. 调遣dividend n. 股息，红利endorse v. 在(发票、票据等)背面签名,背书;签署(姓名) entitle v. 授权equity n. 股东权益expenditure n. 花费，支出额feedback n. 反馈，反馈的信息fluctuate v. 波动，涨落，起伏franchise n. 特许经销权；v. 特许经销，给予特许经销权freelance n.& adj. 自由职业者（的）goodwill n. 声誉hand in one's notice 递交辞呈holding company n. 控股公司incentive n. 刺激；鼓励index n. 指数，索引inflation n. 通货膨胀infringe v. 违法，违章insolvent adj. 无清偿力的installment n. 部分，分期付款inventory n. 库存invoice n. 发票; v. 给（某人）开发票irrevocable adj. 不可撤消的，不能改变的launch v. 在市场推出一种新产品；n. 新产品的推出lead time n. 生产周期;从订货到交货的间隔时间liabilities n. 债务liquid adj. 易转换成现款的manning n. 人员配备upmarket adj./adv. 高档商品的/地marketing mix n. 综合营销策略，指定价、促销、产品等策略的配合market penetration n. 市场渗入market segmentation 市场划分market share n. 市场占有率，市场份额mass-marketing n. 大众营销术merger n. （公司，企业等的）合并monopoly n. 垄断，独占mortgage n./v. 抵押motivate v. 激励，激发……的积极性negotiable adj. 可谈判的，可转让,的可流通的obsolete adj. 过时的，淘汰的，废弃的offer n. 报价，发盘off-season adj./adv. 淡季的outlay n. 开销，支出，费用outlet n. 销路;商店,商行outsource v. 外购产品或由外单位制做产品outstanding adj. 未付款的，应收的overdraft n. 透支overheads n. 企业一般管理费用performance appraisal n. 工作情况评估phase out n. 分阶段停止使用pilot n. 小规模试验purchasing power 购买力probation n. 试用期project v. 预测prospectus n. 计划书，说明书prototype n. 原型，样品publicity n. 公开场合，名声，宣传relocate v. 调动，重新安置reserves n. 储量金，准备金saturation n. (市场的)饱和(状态)securities n. 债券及有价证券segmentation n. 将市场划分成不同的部门shortlist n. ……供最后选择的候选人名单v. 把……列入最后的候选人名单slogan n. 销售口号slump n. 暴跌sole distributor 独家分销商specification n. 产品说明stagnant adj. 停滞的，萧条的subordinate n. 下级adj. 下级的subsidiary n. 子公司subsidise v. 补贴，资助。
商务英语英汉互译(修订版)
occupational culture 职业文化pragmatic view 实用观点holistic view 整体观点general terms 一般条款general practice 一般惯例verbal offer 口头报价sales confirmation 销售确认unconditional assent 无条件同意elaborate stipulation 详细规定time of validity 有效期接受报价acceptance商务谈判business negotiation可撤销的revocable书面发盘written offer发盘驳回offer rejected受盘人offeree发盘人offeror发盘offer还盘counter-offer询盘inquiryunloading port 卸货港shipping marks 货运标志commercial inspection 商品检验force majeure 不可抗力partial shipment 分批装运shipping documents 货运单证p ayment settlement 支付结算i nsurance policy 保险单expiry date 过期日mail confirmation 信函确认信用状况credit status通知银行notifying bank支付运单shipping document delivery支付运算payment settlement分支机构branch office远期信用证usance L/C货物转运goods transshipment支付条款payment terms申请人applicant受益人beneficiaryirrevocable letter of credit 不可撤销信用证revocable letter of credit 可撤销信用证commercial bill of exchange 商业汇票government guarantee 政府担保confirmed L/C保兑信用证sight draft 即期汇票time draft 远期汇票Eximbank 进出口银行drawee 受票人drawer 开票人economic goods 商品nonprofit organization 非赢利团体after-sale service 售后服务mass production 批量生产stimulation 激励facilitation 便利intense promotion 集中促销consumer groups 消费群economic health 经济良性marketing program 营销计划消费需求consumer demand公共需求publics' demand公司运作firm's operation交换过程exchange process赢利团体profit organization管理需求managing demand预测需求anticipating demand满足需求satisfying demand激烈竞争intense competition销售时代sales eratop management 高级管理层corporate culture 企业文化overall objective 总体目标marketing mix营销组合adaptation 计划调整controllable factor 可控因素marketing environment 营销环境geographic coverage 区域覆盖distribution decisions 分销决策target market 目标市场外部环境external environment价格幅度range of prices库存管理inventory management只收现金cash-only赊购政策credit policy市场细分markets segment营销渠道marketing outlet特异优势differential advantage销售业绩marketing performance集体目标organization's objectives consumerism 消费主义strong sentiment of nationalism 强烈的民族主义情感impulse buying 冲动购买demand curve 需求曲线oligopolistic market 寡头垄断市场channel competition 渠道竞争identical product 同类产品physical fitness 身体健美independent media 独立媒体production machinery 生产机械精美食品selected food items可控因素controllable factor市场份额marketing share价格控制control over price价格浮动price fluctuation决策过程decision process垄断竞争monopolistic competition政治环境political environment竞争环境competitive environment营销努力marketing effortsdisposable income 税后收入organizational consumer 团体消费者market segmentation市场细分market-oriented manager市场型经理production-oriented manager 生产型经理final consumer 终端消费者discretionary income 可自由支配收入consumer price index 消费价格指数single-earner family 单职工家庭suburban population 郊区人口城市居民city dweller区域差异regional difference头胎儿童firstborn child郊区人口suburban population需求递减率law of diminishing demand消费结构consumption pattern中低收入lower and middle income家庭娱乐home entertainment消费价格consumer price优质优价产品high-priced and high-quality product expenditure pattern 消费结构product attributes 产品特性small-sized package 小型包装concentrated marketing 集中营销undifferentiated marketing 无差别营销market penetration 市场渗透market buildup method 市场累加法sales forecast 销售预测consumer survey 消费调查trend analysis 趋势分析需求群体demand cluster鲜明对比striking contrast产品特色product image全国竞争compete on a national level营销预算marketing budget多种经营diversification统计分析statistical analysis客户抵制consumer resistance短期降价short-term price cutpricing strategy 价格策略elastic demand 弹性需求delayed purchase 延迟购买price-sensitive shoppers 价格敏感型购买者brand-loyal customer 品牌忠诚顾客law of demand 需求定律predatory pricing 掠夺式定价loss leader 亏本出售的商品horizontal price fixing 平行价格固定lesser-quality material 质量较差的材料需求价格弹性price elasticity of demand 平行价格固定horizontal price fixing存货保持成本inventory-keeping costs库存周转比率inventory turnover rate市场控制价格market-controlled pricing价格歧视price discrimination限时折扣discount in limited time最低限价minimum price热销商品best seller买一送一buy one,get one freequantity discount 批量折扣working capital 周转资金list price 价目表bid pricing 招标定价break-even analysis 损益两平分析average-cost pricing 平均成本定价average cost 平均成本aggressive firms 开拓型公司competitive item 有竞争力的品种overhead expense 日常管理费用折扣贴换trade-in allowance库存补贴stocking allowances运作成本operational cost营销功能marketing function声望定价prestige pricing招徕定价leader pricing简单公式simple formula互补产品complementary product需求曲线curve of demand目标回报target returnstrategic planning 战略计划tactical planning 策略计划planning system 计划体系loss of market share 市场份额丢失upper management 上层管理staff personnel 工作人员s ales forecast 销售预测task force 任务小组capital expenditures budget 资金支出预算suboptimal choices 准最佳选择做出更好的决策make a better decision导致更低的利润lead to lower profits避免欠缺的计划avoid deficient planning新计划导致抵制rejection resulting from new plans 市场调查的主任marketing research manager授予权利authorize a power消费预算expenditure budget收入预算revenue budget建立程序set up a program管理思维managing conceptsmacro-sales analysis 宏观销售分析market share analysis 市场份额分析iceberg principle 冰山原理geographic organization 区域组织inherent conflict 内在冲突marketing audit 营销审计sales analysis 销售分析marketing concept 营销观念marketing control 营销控制matching concept 配比观念营销组织结构marketing organization structure完成营销目标to accomplish marketing goals有效工作流程efficient work flows营销信息系统marketing information system快速新闻覆盖rapid news coverage全球销售to sell on a worldwide basis定期评估regular evaluation产品系列product lines以往业绩former performance战略型的strategiccurrent account 往来账户money value 货币价值capital account 资本账户royalties to foreign firms 交给外国公司的税费gold standard 金本体制mercantilist obsession 重商主义情结currency circulation 货币流通devaluation 贬值international capital flow 国际资本流通outflow of capital 资本外流国家经济状况economic status of the country国际收支差额balance of payments短期投资流动movements of short-term investments 外汇供求平衡foreign money at some equilibrium demand and supply国际收支逆差deficit in the balance of payment货币手段monetary approach金融资产financial asserts归纳手段absorption approach供求弹性elasticity of supply and demand价格及金银price-specieseconomic and financial transactions经济与金融交易double entry bookkeeping 复式簿记credit and debit 贷方和借方surplus or deficit 盈余与赤字errors and omissions 错漏equity interests 股本息reserve accounts 储备金账户portfolio investment 有价证券投资government notes 政府证券BOP disequilibrium 国际收支失衡统计误差statistical discrepancy经常项目current account items惯用做法common practice储备资产reserve capital金融手段financial means单边转移unilateral transfer调整汇率exchange rate adjustment缓冲政策buffering policy出口总值total value of exports购买证券purchase of stockstrade balance 贸易平衡trade surplus 贸易赢余trade deficit 贸易赤字exchange analysis 汇率分析strengthened dollar 强势美元depreciated yen 贬值的日元positive correlation 积极的相互关系Mexican Peso 墨西哥比索jumps in value 升值appreciated yen 升值的日元巨大贸易逆差enormous trade deficit出口大于进口we export more than we import更全面的了解lead to greater insight to美加贸易赤字American-Canadian trade deficit贸易收支平衡the steady balance of trade美元对加元the American Dollar against the Canadian Dollar最大贸易国the largest trading partner汇率的变化changes of exchange rate更好地理解have a better idea of贸易的数据trade datatrading patterns 贸易结构trading partner 贸易伙伴size of the orders 订货规模luxury items 高档商品price elastic 价格弹性price inelastic 非价格弹性market-determined 市场决定的year-over-year changes 年度同比变化artificially overvalued 人为高升值background material 背景材料国家发改委the State Development and Reform Commission推崇日本货highly value Japanese products日本消费品Japanese consumer products越来越希望tend to结构性失衡the structural imbalance大幅贬值greatly depreciated大幅下跌substantially fall商业结构commercial structure高度互补 a high degree of complementarities货币升值currency appreciationscrap disposal 废料处理back order 待发货订单point of origin 原产地contract carrier 合同承运人cost-price squeeze 成本价格紧缩physical distribution 实物流通elasticity of demand 需求弹性expendable supplies 易耗品inventory capital cost存货资金成品production scheduling 生产日程促销活动sales promotion activity产品开发product development销售人员marketing personnel市场营销marketing销售调研marketing research原材料产地origin of raw material 商品与服务goods and services竞争者价格competitor's price最高管理层top management流通总成本total cost of performing physical distributioncarload lot 整车货物product line 产品系列warehousing 仓储使用费sales volume 销量inventory control 存货控制breadth of market 市场宽度inventory delivery 存货运输inventory depreciation 存货贬值chief executive manager 首席执行经理marketing administration 市场行政管理产品包装product packing流通比率rate of flow运输经理traffic manager大量运输large quantity shipment生产计划production planning订单服务order servicing存货种类inventory variety存货地点inventory location货运方式mode of transportation生产成本production costplace utility 地点效用interim period 过渡时期order origination 订单发出operations research 运筹学freight transportation 货运运输merchandise delivery 商品运输surface transportation 水陆运输inauguration of service 开始服务replenishment of goods 货物补充electronic data processing 电子数据处理发展后期later phase of development商品差价spread between products管理人员management personnel信息流通flow of information数据传输data transmission存货流通flow of inventory营销策略marketing strategy空运行业airfreight industry引进阶段introductory period订单处理order processingduplication 重复劳动trading entity 贸易实体legal enterprise 法定企业channel jumping 渠道跳跃advertising credit 广告贷款economies of scale 规模经济exchange channel 交易渠道distribution channel 流通渠道bargaining transaction 谈判业务scrambled merchandising 跨品种销售批发商wholesaler经销商distributor中间商middleman / intermediary办事处factory branch office易腐蚀的perishable管理能力managerial capability个人直销personal selling交换地点location of exchange/transfer交换条款term of exchange/transfer渠道成员channel memberterminal user 终端用户unitized load 单位化装货ancillary cost 附加成本conclusive act 决定性行为erratic demand 不稳定需求margin for error 错误余地massed reserves 集中储备assortment closure 产品盘点factory sales outlet 工厂销售点super-organizational management 超组织管理交易目标exchange goal产品存储product storage产品调整product adjustment产品转让product transfer产品搬运product handling信息交流information communication空间价值spatial value买方市场buyers' market业务能力transaction capability交易网络exchange networkrationale 理论基础stock-out 库存缺货consumer goodwill 消费者信誉joint economic gain 共同经济利益the placing of an order 发送订单differentiation of goods 产品区分geographical dispersion 地域分散intermediary inventories 中间库存the principle of speculation 推测原则the principle of postponement 推迟原则购买时间time of purchase风险转移shifting of risk逆向推迟backward postponement顺向推迟forward postponement交货时间delivery time规模经济scale economy产品外形form of products零售商品retail facilities渠道结构channel structure远期库存forward inventorieshuman resource 人力资源management style 管理方式/经营风格hardship allowance 困难补贴top-level manager高层管理者foreign assignment 海外任务labor market 劳动力市场global efficiencies 全球效率licensing agreement 许可证协定standard of productivity 生产力标准subsidiary management 子公司管理企业文化corporate culture移动费用moving expense地方管理local management税后收入after-tax income合资企业joint venture安顿费用settling-in expense官方语言official tongue储藏费用storage expense全球战略global strategy海外补贴overseas premiums生活费用cost of living基本工资base salary preemployment training 上岗前培训postemployment training 上岗后培训compensation policies 补偿政策end-of-the-year bonuses 年底奖金personnel record systems人事记录系统management inventories 管理清单college recruitment 大学招聘fringe benefits 额外津贴/附加福利labor cost 劳动力成本lay off 解雇工人wage rate 工资率labor court 劳资纠纷法庭class struggle 阶级斗争labor-saving 劳动力节省child labor 童工on the payroll 雇佣board of directors 董事会lifetime employment 终身解雇collective bargaining 集体谈判sociopolitical environment 社会政治环境U11portfolio 有价证券direct mail 直接邮寄line executive 业务管理人员staff position 普通职员placement office 就业指导处intelligence tests 智力测试economic ambitions 经济抱负vocational literature 职业介绍vocational abilities 业务能力m anagerial position 管理职位marketing research 市场调查prospective employers 未来雇主实习internships求职者job seeker/applicant工作氛围work climate发展潜力growth potential能力测试aptitude test择业occupational selection工作实质nature of a job个性测试interest and personality tests产业接触industry contacts各级管理层levels of managementwant ads 招聘广告job leads 工作导向job fairs 职业交流会job openings 职位空缺sales outlets 销售网点home office 总公司job campaign 求职on-the-job training 岗位培训/在职培训collegiate chapters 大学章程application letter 求职信relocation policies 再分配政策unstructured training 开放式培训履历resume生产线product line年度报告annual report低级职位lower-level position当前目标immediate goals管理变动management change 每股收益earnings per share美国劳工部the U.S. Dept. of Labor职业介绍所employment agencystrengths 强项marital status 婚姻状况initial interview 初试job counsellors 就业顾问graduate studies 研究生课程vocational interest 职业兴趣application forms 申请书/投资书personal aspirations 个人抱负supervisory role 监督/管理角色弱项weaknesses学术表现academic performance职业目标professional objective自我测试self assessment平均积分点grade point average犯罪记录criminal records课外活动extracurriculum activities领导能力leadership abilities个人资料personal data决定因素deciding factorsoverhead 企业一般管理费用labor union 工会组织credit standing 信誉price advantage 价格优势personalized product 个性化产品production schedule生产调度unit costs 单位成本work staffs 职员mass assembly 大规模装配线the Yellow Pages 黄页classified section 分类广告栏borrowed funds 借入资金家族企业family business操作规模scale of operation支票兑现check cashing债权发行bond issues创收活动revenue-producing activities可退换销售a merchandise-on-approval program 集资raise funds人事专家personnel specialist电话订单phone orders专用设备specialized equipment决策灵活性decision-making flexibility内部税收代码the Internal Revenue Code。
市场营销专业英语重点整理汇编
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。
形容做生意的词语
下面是100个形容做生意的词语：1. 创业(Entrepreneurship)2. 商业(Business)3. 经营(Management)4. 营销(Marketing)5. 销售(Sales)6. 交易(Transaction)7. 市场(Market)8. 利润(Profit)9. 客户(Customer)10. 品牌(Brand)11. 竞争(Competition)12. 战略(Strategy)13. 发展(Development)14. 合作(Cooperation)15. 合同(Contract)16. 风险(Risk)17. 投资(Investment)18. 贸易(Trade)19. 商机(Opportunity)20. 市场份额(Market Share)21. 售后服务(After-sales Service)22. 利润率(Profit Margin)23. 供应链(Supply Chain)24. 采购(Procurement)25. 客户满意度(Customer Satisfaction)26. 商务(Business)27. 企业(Enterprise)28. 合伙(Partnership)29. 扩张(Expansion)30. 利益(Benefit)31. 互联网营销(Internet Marketing)32. 平衡收支(Balance Sheet)33. 资产(Asset)34. 管理团队(Management Team)35. 高效运营(Efficient Operations)36. 增长潜力(Growth Potential)37. 市场调研(Market Research)38. 领先竞争对手(Ahead of Competitors)39. 营业额(Turnover)40. 供应商(Supplier)41. 合理定价(Fair Pricing)42. 产品创新(Product Innovation)44. 销售策略(Sales Strategy)45. 客户关系管理(Customer Relationship Management)46. 市场推广(Market Promotion)47. 风险管理(Risk Management)48. 市场份额占有率(Market Share Percentage)49. 盈利能力(Profitability)50. 企业文化(Corporate Culture)51. 资金流动(Cash Flow)52. 市场趋势(Market Trends)53. 合作伙伴(Business Partner)54. 质量控制(Quality Control)55. 线上销售(Online Sales)56. 成本控制(Cost Control)57. 资金投入(Capital Investment)58. 领导力(Leadership)59. 利益最大化(Maximizing Profits)60. 战略合作(Strategic Partnership)61. 企业形象(Corporate Image)62. 市场占有率(Market Share)63. 增长速度(Growth Rate)64. 经营模式(Business Model)65. 持续发展(Sustainable Development)66. 团队合作(Teamwork)67. 营销策略(Marketing Strategy)68. 市场渗透(Market Penetration)69. 高效管理(Efficient Management)70. 商业模式(Business Model)71. 竞争优势(Competitive Advantage)72. 经济效益(Economic Benefits)73. 品质保证(Quality Assurance)74. 顾客忠诚度(Customer Loyalty)75. 价值链(Value Chain)76. 客户体验(Customer Experience)77. 市场前景(Market Outlook)78. 供应链管理(Supply Chain Management)79. 产品定位(Product Positioning)80. 创新创业(Innovation and Entrepreneurship)81. 商业计划(Business Plan)82. 电子商务(E-commerce)83. 企业资源规划(Enterprise Resource Planning)84. 产品生命周期(Product Life Cycle)85. 品牌知名度(Brand Awareness)86. 利润增长(Profit Growth)88. 营销渠道(Marketing Channel)89. 竞争对手分析(Competitor Analysis)90. 销售预测(Sales Forecast)91. 客户群体(Customer Base)92. 市场需求(Market Demand)93. 需求满足(Demand Fulfillment)94. 营销活动(Marketing Campaign)95. 品牌价值(Brand Value)96. 商业伙伴关系(Business Partnership)97. 价格竞争(Price Competition)98. 渠道管理(Channel Management)99. 运营效率(Operational Efficiency) 100. 业务拓展(Business Expansion)希望这些词语对您有所帮助！。
国际商务英语词汇
积极推销费
trade-in allowance
折价贴换，以旧 换新
strategic planning tactical planning contingency planning managerial objectives resources allocation revenue and expense budgets task force
jury of executive opinion
sales force surveys chain-ratio method market buildup method statistical analysis market penetration diversification
无差异营销 集中营销 差异化营销 产品属性 单位时间利润 专业化市场 需求群体 市场定位 制定营销预算 分配营销资源 销售预测 趋势分析 行政治理人员群 体意见法 销售人员调查 连比法 市场组合法 统计分析 市场渗透 多元化
实际收入 非必需品 奢侈品
undifferentiated marketing concentrated marketing differentiated marketing product attributes per-unit profit specialized markets demand clusters market positioning develop a marketing budget allocate marketing resources sales forecast trend analysis
可变成本
total revenue
总收入
loss leader pricing
亏本产品定价
marketing vocabulary
English for Marketing Glossary 1/od/businessenglishvocabulary/a/lx_marketing1.htmto act on the priceafter-sales activitiesafter-sales serviceassisted brand identificationto be competitiveto be out of stockbehaviour patternblind product testbrand equitybrand extensionbrand loyaltybrand positioningbrand preferencebrand rangebrand strategybrand switchingbrand valuebranded productbuy for funbuying frequencybuying habitbuying motivationcall planningcannibalizationcartel pricecase historycash and carrycertificate of guaranteechain of retailerscluster analysiscommercial strategycompetitioncompetitive advantagecompetitive productscompetitivenessmarket penetrationmarket potentialmarket researchmarket segmentationmarket sharemarket sizemarket surveymarket testmarketing goalsmarketing mixmarketing planmarketing techniquesmass-market product maturity phasememory research merchandiserminimarketmissionmultipackniche strategyone-stop shoppingopen questionown brand productspanel - consumer panel parallel importpenetration indexperceived qualitypilot schemepilot shoppilot surveypoint of sale (POS)positionpositioningpotential marketpremium priceEnglish for Marketing Glossary 2competitorcompetitor profile consumer association consumer panelconsumer survey convenience goodsconvenience store corporate identity corporate imagecost per callcost per contact coveragecustomer loyalty customer satisfaction customer servicecut-throat competition demand and supply curve demand components department stores discount superstores display material distribution distribution chain distribution channel distribution cost distributordomestic market driving effect economic model empirical researchentry barriersexcess of supply exhibition - show exhibition standexit barriersprestige productprice-sensitive buyers price-sensitive product price competitiveness price limitprice perceptionprice/quality effect product imageproduct life cycle product manager product oriented product policyproduct rangepropensity to consume psychological threshold public relations (PR) purchase headquarters purchasing groupqualitative interview qualitative researchquality management quantitative interview quantitative research random samplerandom sampling redemptionredemption costsreference pricereference valueregistered trademark repositioningretail outletretail pricesretailer brandsales analysisEnglish for Marketing Glossary 3experience curvefashion productfirst entry advantageforeign dumpingfranchisingfree samplegame theorygap analysisgroup interviewguided interviewhistorical brand hypermarketimitationimitative effectin-store surveyincentive priceinternational competitivenessinterviewee - answering person introductory offerintroductory stagekey factor of successlaunch a productlaw of demand and supplylong term forecastloss leader priceloss of competitivenessmail-order companymail-order salemake a surveymarket amplitude - market scope market analysismarket areamarket elasticitymarket evaluationmarket expansionmarket nichemarket orientedsales promotionsales responsesales tacticssell-in activitysell-out activityselling methodssemiotic analysisto shop in the shopshopping centre (GB) - shopping mall (US) single brand distributionsocial-economic factorssocio-economic characteristicssole selling pricesoundout the marketspecialised storestatistical surveysub-brandsubstitute productssupply curvetargeted distributiontaste testtelephone researchtrade fairtrade marktrademark - brand nametrendunbranded productunfair competitionunstructured interviewuservalue chainvalue systemvariety store (GB) - variety shop (US)wholesale storeswholesaler brandwin-win strategy/business-english/vocabulary_marketing.htmMarketing1 brand n. a particular make of product - to brand v. - branded adj.2 consumer n. the person who buys and uses a product or service - to consume v.3 cost v. [cost, costed, costed] to estimate the price of making a product - costing n.4 develop v. to create a new product or improve an existing one - product development n.5 distribution n. the delivering of products to end-users, inc. advertising, storing etc6 end-user n. the person, customer etc who is the ultimate (and so real) user of a product7 image n. the concept or perception of a firm or product held by the general public8 label n. small piece of paper, metal etc on a product giving information about it9 launch v. to introduce a new product, with publicity etc - product launch n.10 mail order n. the selling of goods by post - mail-order catalogue n.11 marketresearchn. study of consumers' needs & preferences, often for a particularproduct12 packaging UK n. the wrapping or container for a product13 point of sale n. the place where a product is actually sold to the public - point-of-sale adj.14 product n. something made to be sold; merchandise [includes services] - to produce v.15 public relations n. creation and maintenance of a good public image - public relations officer n.16 registered adj. registered or officially recorded as a trademark - ®abbr. - to register v.17 sponsor n. firm supporting an organisation in return for advertising space - also v.18 S.W.O.T.abbr. Strength, Weaknesses, Opportunities, Threats19 total product n. the whole product, inc. name, packaging, instructions, reliability, after-sales etc20 trademark n. special symbol, design, word etc used to represent a product or firm - " abbr.。
营销学常用词汇英汉翻译
营销学常用词汇英汉翻译AA. C. Nielson 尼尔森市场研究公司absorption of costs 成本分配accessibility 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Bbaby 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Blockbusterblue 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Ccable 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Ddata 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Eearly 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Ffacilitating 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Ggames 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）HHaagen-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 高接触服务系统high-involvement product 高参与产品high-involvement purchase 高参与购买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IIBM 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 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JJaquar 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KKao 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Llaboratory 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Mmacro 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 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NNabisco 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Oobject-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 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organisational level 组织层次organizaitonal 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PPacific 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) 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 计划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 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。
广告调查常用语简录
广告调查常用语简录AApplied research -------------------------------------应用型调查Attitude----------------------------------------------态度Allowable sampling error------------------------------允许抽样误差Analysis of variance （ANOVA）------------------------方差分析Attention span----------------------------------------注意力集中A priori segmentation---------------------------------先期市场细分Ad positioning statement tests------------------------广告定位宣传测试Ad concept testing------------------------------------广告概念测试Audience rating---------------------------------------收视率Ad tracking research----------------------------------广告跟踪调查BBasic research----------------------------------------基础性调查Balanced scales---------------------------------------平衡量表Bivariate techniques----------------------------------二元变量法Bivariate regression analysis-------------------------二元变量回归分析CConsumer orientation----------------------------------消费者导向Custom, or Ad hoc, marketingresearch firms----------------------------------------定制市场调查公司Causal studies----------------------------------------因果性研究Concomitant variation---------------------------------相随变化Cartoon tests-----------------------------------------漫画测试法Consumer drawings-------------------------------------消费者绘图Computer-assisted telephoneinterviewing（CATI）----------------------------------电脑辅助电话调查Content analysis--------------------------------------内容分析Causal research---------------------------------------因果调查Concomitant variation---------------------------------相关关系Contamination-----------------------------------------干扰Comparative scales------------------------------------比较性量表Constant sum scales-----------------------------------固定总数量表Closed-ended questions--------------------------------封闭式问题Call record sheets------------------------------------通话纪录单Census------------------------------------------------普查Cluster samples---------------------------------------整群抽样Convenience samples-----------------------------------便利抽样Central limit theorem---------------------------------中心极限定理Confidence level--------------------------------------置信度Coding------------------------------------------------编码Crosstablulation--------------------------------------交互分组表Coefficient of determination--------------------------可决系数Correlation analysis----------------------------------相关分析Collinearity------------------------------------------共线性Causation---------------------------------------------因果关系Cluster analysis--------------------------------------聚类分析Conjoint analysis-------------------------------------联合分析Consumer Satisfaction---------------------------------消费者满意度Communication-----------------------------------------沟通DDescriptive function----------------------------------描述功能Diagnostic function-----------------------------------诊断功能Descriptive studies-----------------------------------描述性研究Dependent variable------------------------------------因变量Database marketing------------------------------------数据库营销Database management system----------------------------数据库管理系统Discussion guide--------------------------------------讨论提纲Depth interview---------------------------------------深度访谈法Door-to-door interviewing-----------------------------入户访问Direct computer interviewing--------------------------电脑直接访问Disguised observation---------------------------------掩饰观察Dichotomous questions---------------------------------二项式问题Discriminate score------------------------------------判别分Discriminate coefficient------------------------------判别系数Downward communication--------------------------------下行沟通EExploratory research----------------------------------试探性调查Experiments-------------------------------------------实验Evaluative research-----------------------------------评估性调查Executive interviewing--------------------------------经理访谈Experiment--------------------------------------------实验法External validity-------------------------------------外在有效性Editing-----------------------------------------------编辑Error check routines----------------------------------错误检查程序Executive summary-------------------------------------执行性摘要Ethics------------------------------------------------伦理Field service firms----------------------------------实地调查公司Focus group interview（FGI）-------------------------焦点小组访谈法Focus group facility---------------------------------焦点小组测试室Focus group moderator--------------------------------焦点访谈主持人Frame error------------------------------------------抽样框误差Finite population correction factor------------------有限总体修正指数Factor analysis--------------------------------------因子分析Factor loadings--------------------------------------因子载荷GGoal orientation-------------------------------------目标导向Group dynamics---------------------------------------群体动力HHypothesis-------------------------------------------假设Humanistic inquiry-----------------------------------人文调查IIndependent variable---------------------------------自变量Internal database -----------------------------------内部数据库Interviewer error------------------------------------访问员误差Incidence rate---------------------------------------发生率Interval scales--------------------------------------等距量表Itemized rating scales-------------------------------列举评比量表Interviewer's instructions---------------------------调查员说明Interval estimates-----------------------------------区间估计Intelligent data entry-------------------------------智能数据录入JJudgment samples-------------------------------------判断抽样LLongitudinal study-----------------------------------纵向研究Likert scales----------------------------------------利克特量表Low ball pricing-------------------------------------虚报价格Marketing--------------------------------------------营销；行销Marketing concept------------------------------------市场营销观念Marketing mix----------------------------------------营销组合Marketing research-----------------------------------市场调查Marketing strategy-----------------------------------营销战略Marketing research problem---------------------------市场调查问题Marketing research objective-------------------------市场调查目标Management decision problem--------------------------管理决策问题Measurement------------------------------------------测量Measurement error------------------------------------测量误差Measurement instrument error-------------------------测量工具误差Mall intercept interviewing--------------------------街上拦截法Mail panels------------------------------------------固定邮寄样本调查Multidimensional scaling-----------------------------多维量表Multi-choice question--------------------------------多项选择题Machine cleaning of data-----------------------------数据自动清理Marginal Report--------------------------------------边际报告Mean-------------------------------------------------均值Median-----------------------------------------------中位数Mode-------------------------------------------------众数Multivariate analysis--------------------------------多变量分析Multiple regression analysis-------------------------多元回归分析Market segmentation----------------------------------市场细分NNonprobability samples-------------------------------非随机样本Nonresponses bias------------------------------------拒访误差Nominal scales---------------------------------------类别量表Nonbalanced scales-----------------------------------非平衡量表Normal distribution----------------------------------正态分布Noise------------------------------------------------噪音OObservation research---------------------------------观察调查法Open observation-------------------------------------共开观察One-way mirror observation---------------------------单向镜观察法Ordinal scales---------------------------------------顺序量表Open-ended questions---------------------------------开放式问题Optical scanning-------------------------------------光学扫描录入One-way frequency table------------------------------单向频数表On-air testing---------------------------------------实际播放测试PPredictive function----------------------------------预测功能Programmatic research--------------------------------计划性调查Probability samples----------------------------------随机样本Primary data-----------------------------------------原始资料Projective techniques--------------------------------投射法Photo sort-------------------------------------------照片归类法Population specification error-----------------------调查对象范围误差Processing error-------------------------------------处理过程误差People reader----------------------------------------阅读器Pupil meter------------------------------------------测瞳仪Purchase intent scales-------------------------------购买意向量表Paired comparison scales-----------------------------配对比较量表Pretest----------------------------------------------预先测试Population-------------------------------------------总体Proportional allocation------------------------------按比例分配Point estimates--------------------------------------点估计Population standard deviation------------------------总体的标准差Presentation software--------------------------------提案软件Profession-------------------------------------------职业Professionalism--------------------------------------专业水平Product positioning research-------------------------产品定位调查Post hoc segmentation--------------------------------后期市场细分Product prototype tests------------------------------产品原型测试Product pricing research-----------------------------产品定价研究Packaging tests--------------------------------------包装测试Product concept testing------------------------------产品概念测试QQualitative research---------------------------------定性调查Quantitative research--------------------------------定量调查Questionnaire----------------------------------------问卷Quota samples----------------------------------------配额抽样RResearch request-------------------------------------调查申请Response bias----------------------------------------回答误差Random error（random sampling error）----------------随机（抽样）误差Ratio scales-----------------------------------------等比量表Rule-------------------------------------------------规则Rank-order scales------------------------------------等级顺序量表Random digit dialing---------------------------------随机数字拨号Range------------------------------------------------全距Regression coefficients------------------------------回归系数Research management----------------------------------调查管理Reengineering----------------------------------------再造SSystem orientation-----------------------------------系统导向Syndicated service research firms--------------------辛迪加服务调查公司Strategic partnering---------------------------------战略伙伴关系Spurious association---------------------------------虚假联系Survey research--------------------------------------询问调查Selective research-----------------------------------选择性调查Secondary data---------------------------------------二手资料Sentence and story completion------------------------句子与故事完成法Self-administered questionnaire----------------------自我管理问卷Systematic error-------------------------------------系统误差Selection error--------------------------------------抽选误差Structured observation-------------------------------结构性观察Shopper patterns-------------------------------------购买者模式Shopper behavior research----------------------------购买者行为研究Simulated Test Marketing（STM）----------------------模拟市场测试Scaling----------------------------------------------量表Semantic difference----------------------------------语意差别法Staple scales----------------------------------------中心量表Survey objectives------------------------------------询问目标Screeners--------------------------------------------过滤性问题Scaled-response question-----------------------------量表式问题Supervisor's instructions----------------------------管理这说明Sample-----------------------------------------------样本Sample frame-----------------------------------------抽样框Simple random sampling-------------------------------简单随机抽样Systematic sampling----------------------------------等距抽样（系统抽样）Snowball samples-------------------------------------滚雪球抽样Stratified samples-----------------------------------分层抽样Sample distribution----------------------------------样本分布Sampling distribution of the sample mean-------------样本平均数的抽样分布Standard error of the mean---------------------------平均数的标准误差Sampling distribution of the population--------------比例抽样分布Standard normal distribution-------------------------标准正态分布Standard deviation-----------------------------------标准差Skip pattern------------------------------------------跳跃方式Selective perception----------------------------------选择性知觉Single-number research--------------------------------单一调查数据TTemporal sequence-------------------------------------时间序列Telephone focus groups--------------------------------电话焦点访谈法Two-way focus groups----------------------------------双向焦点访谈法Third-person techniques-------------------------------第三人称法UUnstructured observation------------------------------非结构性观察Unidimensional scaling--------------------------------一维量表Upward communication----------------------------------上行沟通Unstructured segmentation-----------------------------随意细分VVariable----------------------------------------------变量Variance ---------------------------------------------方差Validation--------------------------------------------确认WWord association tests--------------------------------语句联想法。
营销与广告术语中英对照
营销与广告术语中英对照1. 品牌 Brand2. 目标市场 Target market3. 市场细分 Market segmentation4. 定位 Positioning5. 售价 Price point6. 定价策略 Pricing strategy7. 市场份额 Market share8. 销售额 Sales revenue9. 销售渠道 Sales channel10. 渠道合作伙伴 Channel partner11. 广告 Advertising12. 市场营销 Marketing13. 市场调研 Market research14. 消费者调查 Consumer survey15. 市场推广 Market promotion16. 市场营销策略 Marketing strategy17. 广告宣传 Advertising campaign18. 媒体广告 Media advertising19. 线上广告 Online advertising20. 营销渠道 Marketing channel21. 目标顾客 Target customer22. 消费者行为 Consumer behavior23. 品牌知名度 Brand awareness24. 产品特点 Product features25. 创意广告 Creative advertising26. 消费者满意度 Consumer satisfaction27. 市场份额 Market share28. 市场营销活动 Marketing campaign29. 营销材料 Marketing collateral30. 市场营销策划 Marketing planning营销与广告术语的正确使用对于推广产品和服务至关重要。
在商业世界中，有许多常见的术语用于描述市场营销和广告相关的概念。
下面是一些常见的营销与广告术语的中英对照，以帮助读者更好地理解相关概念。
汽车服务业（汽车后市场）外文文献
The Competitive Dynamics in the Automotive Aftermarket: Branded Products and Private Label ProductsTHE BUSINESS CASEThroughout the automotive aftermarket industry,senior executives are facing the reality of private brands. Similar dynamics exist outside of the automotive aftermarket and are intensifying in other sectors, such as traditional consumer goods. Also known as ―private label‖ and referred to across many consumer-oriented industries as ―store brands,‖ ―control brands‖ or ―own brands,‖ their rising prominence has led top executives to ask:• What issues and risks do U.S.-branded manufacturers face with respect to private brands?• How are market forces different today than in years past? How will this landscape evolve?• How can I bett er understand my operational blind spots in an increasingly competitive landscape?• What can my management team focus on to protect and grow my brands? Where do we start?•What are the similarities and differences between the private brand trends in the automotive aftermarket and the consumer products sector?• What can be learned by automotive aftermarket executives from the private brandexperiences in other sectors?Although answers to these questions are not simple and some market dynamics are not yet fully clear, the availability of private brands and other competitive trends are growing in the automotive aftermarket community, just as they are in many consumer product segments.One out of every three consumer products sold by one of the nation’s large st retailers is now private brand – up from one out of every five just a few years ago. With U.S. private brand sales in the grocery market surpassing well over $80 billion, for example, private brands can no longer be ignored by consumer product manufacturers. The U.S. market share of private brands in food, drug and mass merchant channels is more than 20 percent, according to industry data research firms. More than 80 percent of consumers shopping in big box, warehouse clubs and superstores frequently buy store brands and, depending on the specific product category, multiple store brands at a time. Retailers are focusing more resources on private branding to enhance margins, increase shelf velocity and expand store loyalty and traffic.Private branding in food, drug and mass merchant consumer products channels is not a new phenomenon, nor is it a new concept in the automotive aftermarket. However, there are differences in the degree to which private brand penetration has occurred in traditional consumer goods industries compared with the automotive aftermarket. The factors giving rise to these differences include the nature and use of the products (e.g., immediate consumption vs. durable goods), the ability of the consumer to exercise preference at point of sale, technological or other barriers to entry for alternative manufacturers to produce private brands, the degree to which products are subject to regulatory controls, and the differences in the channels in which the products are distributed. Notwithstanding these distinctions, private branding will continue to impact the competitive landscape.Consumer behavior has gone through a dramatic evolution in the past five years, with the economic shifts and downturns, and with the exploding access to information and technology. The lines of consumer priorities are blurring and shifting, and regardless of brand or product mix, measurement and management of these shifts will be the key to strategic success and growth in a global marketplace.The U.S. automotive aftermarket is one of the single largest markets in the U.S. and is increasingly affected by private brand influences similar to other consumer product markets. However, total private brand penetration in the aftermarket is not as closely measured andmonitored as in other consumer sectors. As brand and product strategies continue to evolve among aftermarket channel participants, more sophisticated measurements of private brand penetration rates are beginning to take root.ISSUES, OPPORTUNITIES AND RISKSThe degree of market consolidation among retailers is believed to be one of the influences at work in driving increased private brand market share penetration. Retail consolidation is also one of the contributing factors to increasing retailer pricing leverage, according to the AASA(Automotive Aftermarker Suppliers Association) Q4 2009 Aftermarket Supplier Barometer report, and ultimately can lead to supplier margin erosion.Retail consolidation can create economy-of-scale advantages for private brands, allowing brand development and deployment costs to be spread incrementally across higher product volumes, decreasing their relative per unit volume significance. Further, private brand penetration appears to vary across product categories. Those experiencing a higher degree of ―commoditization‖ (little or no perceived differentiation across brands) have demonstrated higher private brand market share levels compared to product categories with low degrees of commoditization. Within the automotive aftermarket, product categories such as tires, accessories and maintenance parts are showing similar trends. One recent research report for brake component sales from Frost & Sullivan shows private brands had a 60 percent market share in 2009 and are expected to increase to 66 percent by 2015.Monitoring private brand market share penetration levels in each aftermarket product category where a branded manufacturer participates can help assess the current degree of commoditization. However, detailed and accurate data regarding private brand penetration levels within many aftermarket product categories are not readily available — unlike other consumables sectors, where scanner-level data from IRI and Nielsen offers good visibility. Private brand penetration varies by type of product category, geography, channel partners and consumer segment. Having more data and measurements regarding private brand penetration, consumer behavior and supply chain visibility will be essential moving forward, in order to respond to opportunities and risks and sustain a competitive advantage.Understanding customer and consumer segments: private brand preferences Demographic and ethnographic segment patterns matter. More than 50 percent of18-to-34-year-olds buy more than half of their consumer staples from private brands. Attitudinal segmentation — similar attitudes and values such as degree of importance placedon the dealer or repair professional, parts availability, do-it-yourself (DIY) considerations, price sensitivity and convenience, shared across segments — can show varying degrees of influence on private brand choices. Understanding customer and consumer decisions across the entire value chain from manufacturer to ultimate consumer will enable better tailoring of brand positioning and more effective promotional programs.Knowing your customers, where they purchase and what drives their purchase decisions is paramount. In March 2010, Ernst & Young conducted a survey of more than 1,000 consumers and discovered:• 56 percent of consumers surveyed p urchased vehicle parts and accessories in general automotive repair shops, parts and accessories stores, or chains;• 22 percent purchased them from new and used vehicle dealers;• 15 percent purchased them from big box, warehouse clubs and superstores (nonautomotive);• 7 percent purchased them online; and• 20 percent also serviced their vehicle themselves (maintenance, repair, customization).Private brand market dynamics are impacting aftermarket channels through which the majority of products are sold. Developing a unique value proposition for each consumer and channel segment based on channel customer influences will be paramount in maintaining market share.Understanding consumer defection rates (velocity, magnitude and motivations) from major brands to store brands within a product category can be an excellent gauge of brand relevancy in the eyes of a brand’s user base.The automotive aftermarket is experiencing low brand awareness in certain product categories. For select manufacturers, this implies that the risk of becoming a commodity and facing more margin and sales pressures is influenced by degree of brand loyalty across shoppers. Retailers with DIY or do-it-for-me (DIFM) shopper advocacy programs focusing on serving repair professionals can create brand loyalty among their consumers for store-branded products using their reputation as a technical services-oriented supplier of parts. Manufacturers also are trying to get closer to their primary and secondary consumers and raise brand awareness through techniques such as professional installer training programs and advertising campaigns. These special offers are designed to reinforce the message that longer-lasting, better-performing replacement products are today’s best quality and area longer-term affordability option for consumers. According to recent Nielsen Co. data on consumer trends, a key piece of data to keep in mind when considering consumer behavior trends for 2010 is that, ―Value messaging must include differentiation beyond pricing forc onsumers.‖Retail engagement: keeping advocates and influencersRepair professional recommendations and influences on consumer choice are important dimensions in the private brand or name brand success equation. According to a January 2010 Frost & Sullivan report, vehicle owners will adopt repair professional recommendations for batteries up to one-third of the time. The important question to ask is: What are the key influences the repair professionals look at when making brand decisions? It is important to recognize that all participants in the supply channel influence the repair professional’s choice.New and used vehicle dealers, accessory stores or auto parts chains, big box, warehouse clubs and superstores, online providers and search partners all play an increasingly important role in affecting consumer choices. Big box, warehouse clubs and superstores are concentrating on improving the shopper experience by offering a wider selection of private brand offerings in many consumer durables and non-durables.IMPLICATIONS FOR AUTOMOTIVE AFTERMARKET LEADERS: UNDERSTANDING OPERATIONAL BLIND SPOTSTypically, branded manufacturers and retailers focus only on price gaps and performance gaps, but that may be shortsighted in an increasingly multidimensional competitive game. Ernst & Young’s professionals believe there are at least six dimensions or strategic levers —both quantitative and qualitative — that manufacturers and retail channel players should identify to understand, measure and evaluate private brand competitive dynamics. These six dimensions are pricing, quality, promotion, distribution and merchandising, marketing and packaging perception and organization .Which of these six are the most relevant to the automotive aftermarket? In many consumer goods product categories, consumers often perceive the quality of private brands as being equal to name brands. But a recent report from The NPD Group, a leading market research company, suggests this isn’t always the case with consumers of automotive aftermarket products. According to NPD, some automotive aftermarket consumers still perceive a quality difference between private brand and name brands. In the category of motor oil, NPD suggests that more than half of consumers surveyed believe motor oil name brandsare of better quality than store brands, while nearly onethird see no real difference. What quality level is each consumer market segment willing to pay a premium for? Are independent repair professionals willing to risk their repair shop’s reputation on p roducts that customers may perceive as lower quality?Manufacturers need to understand where their customers stand on quality vs. price, and must clearly differentiate those attributes that will best drive purchase choice behavior. Likewise, retailers should evaluate brand assortment to ensure they are meeting the requirements of both quality- and value-driven consumers. It is a fact that in some cases, repair shops may utilize original equipment parts over aftermarket or private brand parts. Retailers and warehouse distributors may utilize private brands to promote their reputation as more economical in the short run. The key question to ask is: Keeping safety, dependability and performance in mind, what is the true risk/benefit ratio perceived by consumer segments where each aftermarket product category sells and what levels of price portfolio are fair? Remember, it is the consumers who pay, and depending on whether it is a repair or maintenance issue, they wield more power today than ever.Safety, dependability and performance are of utmost importance to the vehicleowner/consumer when it comes to automotive aftermarket parts used for vehicle maintenance and repairs. As participants in the aftermarket distribution channel (including manufacturer, distributor, chain or independent retailer and repair professional) seek to respond to and influence consumer choice, build trust and maintain market share in vehicle repair and replacement, all players must understand how the products they offer meet these key consumer values and support their reputation in the market.AASA has launched an initiative called ―Know Your Parts,‖ designed to encourage all distribution channel participants to fully evaluate the increasing number of competing products in the marketplace across several dimensions of dependability, quality and performance. This campaign highlights the importance in understanding the extent to which there is transparency in the manufacturer’s commitment to provide support in the form of technical specifications, warranty, quality assurance, training and other services. It recognizes the important role that repair professionals, distributors and retailers play in influencing customer and consumer choice, particularly when the consumer is more dependent on the supply chain for information to support choice decisions among complex products. PROTECTING AND GROWING BRANDSBoth manufacturers and retailers are asking for clarity in how to understand and act upon private brand market dynamics. We suggest they begin by asking the following questions:1). Learn the market: See reality in customer and consumer perspectivesa). What levels of awareness, consideration, purchase intent, usage and loyalty exist within the categories and brands where I compete?b). How is the market changing, and how will future consolidation create opportunities?c). Are we using digital and social media resources to gain specific insight into consumers?d). Should we establish strategic listening posts using social media as an ongoing program rather than a one-time effort? Where along the distribution channel should such measures be used?2). Know thyself: Look at what value your brands offer in each product category and consumer and repair professional segmentsa). How can my management teams think differently rather than preserve the status quo?b). Should organizational practices or structure change in light of private brand dynamics?c). Which brands represent leading practices that should be replicated?d). What marketing and promotional levers can be pulled to preserve and grow brand loyalty and quality perceptions among all distribution channel consumers?3). Evaluate new competitiona). Where are my marketing activities over- or under-resourced as compared to competitors? Does this new reality offer cost-reduction or revenue opportunities?b). What is the potential to maximize revenues given the price elasticity of my products as compared to competitor and private brand offerings?c). How are competitors combating private brand threats, and what lessons can be learned?4). Build private brand defense and offense strategies and competenciesa). How can I build a private brand monitoring capability?b). Should I develop a private brand index or similar measure?Aftermarket companies need to develop holistic, reliable and multidimensional measures to better understand, evaluate and monitor private brand value gaps across the entire aftermarket distribution channel. These measures must go beyond pricing and include quality,innovation and other dimensions such as customer and consumer perceptions. Obtaining information to develop such measures will likely mean using different approaches to gather consumer-level insights. This analysis focuses on three areas: 1) measuring and evaluating the true penetration of private brands within various product categories experiencing a high degree of commoditization, 2) identifying the root causes of this trend in quantitative and qualitative terms and 3) building viable and practical responses at brand and category levels.汽车售后市场的竞争动态：品牌产品和自主产品业务案例在汽车零配件行业中，高管正面临私人品牌的现实。
英语作文-销售中的市场调研与分析
英语作文-销售中的市场调研与分析Market Research and Analysis in Sales。
As the backbone of any successful business, market research plays a crucial role in understanding consumer behavior, identifying target audiences, and developing effective sales strategies. In the realm of sales, market research serves as a powerful tool to gain insights into the ever-evolving market landscape, enabling organizations to make informed decisions and stay ahead of the competition.One of the primary objectives of market research in sales is to gather and analyze data on customer preferences, purchasing patterns, and the competitive landscape. By conducting comprehensive surveys, focus groups, and market trend analyses, sales professionals can gain a deep understanding of their target market, including their needs, pain points, and buying habits. This information is invaluable in shaping sales strategies, product development, and marketing campaigns.Effective market research in sales also involves identifying and analyzing the competition. By studying the products, pricing, and marketing tactics of rival companies, sales teams can better position their offerings, differentiate their value proposition, and develop strategies to outperform the competition. This competitive analysis can provide valuable insights into industry trends, emerging technologies, and potential areas for innovation.Moreover, market research in sales plays a crucial role in understanding the ever-changing preferences and behaviors of consumers. As consumer trends and preferences evolve, it is essential for sales professionals to stay informed and adapt their strategies accordingly. By continuously monitoring market data, sales teams can identify emerging opportunities, anticipate shifts in demand, and tailor their offerings to meet the evolving needs of their target audience.One of the key benefits of market research in sales is the ability to segment the market and target specific customer groups. By analyzing customer data, sales teams canidentify distinct customer segments based on factors such as demographics, psychographics, and purchasing behavior. This segmentation allows for the development of personalized sales strategies, targeted marketing campaigns, and customized product offerings that resonate with each customer segment.Furthermore, market research in sales can provide valuable insights into pricing strategies. By understanding the perceived value of products or services, the price sensitivity of customers, and the pricing strategies of competitors, sales teams can develop pricing models that optimize profitability while remaining competitive in the market.In addition to informing sales strategies, market research can also contribute to the overall success of a business. By sharing the insights gained from market research with other departments, such as product development, marketing, and customer service, organizations can foster a more holistic understanding of their customers and align their efforts to deliver a seamless and satisfactory customer experience.In conclusion, market research is a crucial component of effective sales strategies. By gathering and analyzing data on customer preferences, competitive landscape, and market trends, sales professionals can make informed decisions, develop targeted sales approaches, and ultimately drive business growth. As the market continues to evolve, the importance of market research in sales will only continue to grow, making it an essential tool for organizations seeking to stay ahead in the ever-changing business landscape.。
万豪集团的市场细分 和 目标市场定位 (英国硕士论文)
Marketing Management The Market Segmentation and Positioning Strategies of MarriotHotelSupervisor: Dr. Lee QuinnCOSUMER MARKEINGMANAGEMENT SCHOOLUNIVERSITY OF LIVERPOOLContent1.Introduction (3)2.Background (4)3. Segmentation Criteria of Hotel Industry and Marriott.. 7 3.1 Segmentation Criteria of Hotel Industry (7)3.2 Segmentation Strategy of Marriott (9)4.Marriott and its SpringHill (12)4.1 Basic Information of SpringHill (12)4.2 Positioning strategy of SpringHill (13)5.Conclusion (15)6. References (16)7.Appendixes (18)Appendix 1 (18)Appendix 2 (19)Appendix 3 (21)1.IntroductionThe benefits of market segmentation are wid ely recognized by practitioners and scholars. (Dibb, 2001) The articl e mainly evaluates the market segmentation and positioning strategies of the Marriott hotel group by using case study strategies. Also, the article compares the marketing segmentation of different hotels brands, such as Hilton, Four Season and Accor. This articl e is aimed to provide scholars and practitioners with valuable information about Marriott and its subordinate brand. In order to reach the goal, to start with, researchers have to use case study strategies to find data and information on Marriott and its competitors. Then, researchers shoul d refine some valuable result of the research. Finally, analyze the result of the study and draw a conclusion.2.BackgroundMarriott hotel was founded in 1927 and it is one of the most well-known hotel groups over the world. After the first Marriott hotel opened in 1957, the hotel developed really fast in the following years. In facts, Marriott is only focus on upper market until its first Courtyard launched in the market. Courtyards become popular and l ead ed the market in a quite short time because it met the demands of its target customers- business travelers. Until 2012, Marriot owns 18 different hotel brands in 72 countries, which target different types of travelers, include businessman, families and budget travelers. The most common brands of Marriot include:•Ritz-Carlton•JW Marriott•Marriott Hotels & Resorts•Renaissance•Autograph Collection•Marriott Vacation Club•Marriott Conference Centers•Courtyard•AC Hotels•SpringHill Suites•Residence Inn•Fairfield Inn•TownePlaceAccording to MKG Consulting Database (2006), Marriot is the third most influential hotel group in the world. (See Appendix 1) Furthermore, the expansion of Hyatt, Hilton and Starwood is quite fast this year. Furthermore, the following graph 1-2 shows the number of the hotels owns by IHG, Marriot and Hilton in different segment markets. (See Appendix 2)Graph 1-2Source: Garrido, 2012The graph shows the three hotel giants focus on several of thesegment market, especially upper upscale, upscale and upper midscale market. It may because customers have more demands in those three markets. IHG tend to dominate the upper midscale market and Marriot owns the most hotels in the upscale market. Furthermore, Hilton is not the leader of the five segment market, but it also owns a large number of hotels in the upper upscale, upscale and midscale market.3. Segmentation Criteria of Hotel Industry and Marriott3.1 Segmentation Criteria of Hotel Industry Before start, l et us have a look at the definition of market segment and positioning. ‘Market segmentation is the process of splitting customers or potential customers in a market into different group, or segment.’ (McDonal d&Dunbar, 2004). In the hotel industry, product, pricing and distribution are the most significant three factors that we should consider about, (Solis, 2010) however, price cannot decide of market segmentation. Here are some examples of hotel market segmentation, but it is just an idea instead of criterions for all the hotel groups:3.2 Segmentation Strategy of MarriottDuring the 1950s to 1990s, Marriott established and purchased several of the hotel brands which dominate the market nowadays. Although launch a brand in a segment market sometime needs to take risk (Foedermayer &piamantoulous, 2008), the boost of the sales revenue actually shows the segmentation of the specific market is quite successful. According to the Garrid o (2012), Marriot owns 3743 properties in 72 countries. As it can be seen from graph 2-1, the percentages of the upscale, upper midscale, upper upscale and luxury hotels are 52%, 23% 21% and 4% respectively, which show Marriot is a consumer-based marketing hotel(Wind and Green, 1989) that not only focus on upscale market, but also pay attention to the different demand of the whol e market. Jobber and Fahy (2009) suggested that there is a positive relationship between the quality levels of hotels the price of the rooms, (See appendix 3) so the proportion of the each segment market is actually quite suitable for the demand of the market because it is obvious that most customers want mid-price accommodations rather than luxury or cheap price with poor-quality one.Graph 2-1Source: Garrido, 2012Marriott uses disparate marketing strategies in different segment market. In term of behavioral segmentation approach, apart from groups, locations and facilities& equipment segmentation criteria, benefit sought is the main factor that can influence the company to make decisions in separating the big market. For instance, customers who live in SpringHill are actually want to find a place like their own houses, so Marriott not only offers an affordable long-term stay price and comfortable room, but also give chooses of relaxing activities and business service. Furthermore, the size of Marriott is a huge, so it chooses to cover the whole market rather than just focus on a single or several segment markets. In fact, Marriott commit to find the blank area of the market, which means the company reacts rapidly to thenew or unsatisfied demands of the customers by doing some researches.In conclusion, customers may not choose one type of segmentation market all the time, they sometimes need some change (Dibb, 2001), and so the segment criterion of Marriott is not totally heterogeneous. However, Marriott makes great profit and attracts millions of customers every year, the segment criterion is actually measurable, substantial, accessible and practical.4.Marriott and its SpringHillIn this report, the well-known brand SpringHill will be discussed in the following contexts:4.1 Basic Information of SpringHill•SpringHill Suites(Kham, 2009 and Garrido, 2012)Type of the hotel: upscale – extended stayNumber of the hotels and the location(s): 299 worldwide Proportion in total Marriott hotel: 8%Target markets: Business travelers, Sightseeing travelers (Especially women and families travelers.)The brand of SpringHill Suite offers inspiring style at a reasonable price, which include:•Complimentary daily breakfast buffet•Spacious guest suites with separate areas for sleeping, working and relaxing•In-suite microwave and mini-fridge Pull-out sofa bed•Free Wi-Fi in public spaces and free high•Relaxing pool and spa•Invigorating fitness room•Lobby computer and on-site business services•access to food and beverage4.2 Positioning strategy of SpringHillMarriott uses a variety of positioning strategies in different segment market. However, the positioning strategy of Marriott is actually to satisfy the demand of different customers in different segment markets and this is based on customers’ understanding of their o wn needed. Unlike Hilton, Marriott does not use a single brand strategy in its segment markets. Some of the well-known hotels like Ritz Carlton, Edition and Renaissance; customers cannot see the name of Marriott on the trademark of those hotels. In fact, single brand strategy means the customers can trust the quality of the brand, so the multi-brand strategy of the Marriott represents the hotel group is actually concern more about how to satisfy the demand of the guests. The positioning strategy of SpringHi ll is ‘Style and space. Beautifully priced’. The slogan means SpringHIll aim to offer a beautiful modern and spacious hotel room with a reasonable price. Targeting markets of SpringHill are business travelers, Sightseeing travels. (especially women and families travelers) In fact, the facilities and equipmentthat SpringHill offer are quite suitable for their target customers. On one hand, business travelers can work in a big room with free Wi-Fi, lobby computers and on-suite business services. After work, they can also relax in the fitness centers and game areas. On the other hand, families or women travelers can have fun in the spacious room with in-suite microwave and mini-fridge Pull-out sofa bed. They can enjoy complimentary daily breakfast buffet and buy foods in the stores near hotels.The expansion of SpringHill represents the positioning strategy of the hotel can satisfy the demand of customers quite well. Until year 2012, SpringHill owns 299 hotels all over the world and the number of hotels also takes up 8% in the Marriott hotel group. (Garrido, 2012)5.ConclusionThe report mainly evaluates the market segmentation and positioning strategies of Marriott hotel. To sum up, Marriot is a consumer-based hotel and the positioning strategy of the hotel is to satisfy the demand of different customers in different segment markets and this is based on customers’ understanding of their own needed. The percentages of the upscale, upper midscale, upper upscale and luxury hotels are 52%, 23% 21% and 4% respectively. The positioning strategy of SpringHill is ‘Style and space. Beautifully priced’. The slogan means SpringHIll aim to offer a beautiful modern and spacious hotel room with a reasonable price.6. References1. Dibb, S. (1998) “Market segmentation strategies for success”, Marketing Intelligence and Planning, Vol.16 No.7, pp. 394-406.2. Jobber,D &Fahy,J. (2009) Foundation of Marketing, 3rd ed. Berkshire. McGraw-Hill3. Dibb, S. (2001) “New millennium, new segments: moving towa rds the segment of one?”, Journal of Strategic Marketing, Vol. 9 No. 3, pp. 193-213.4. Foedermayer, E. & Diamantopoulos, A. (2008) “Market segmentation in practice: review of empirical studies, methodological assessment, and agenda for future research”, J ournal of Strategic Marketing, Vol. 16 No. 3, p223-265.5. McDonald, M. and Dunbar, I. (2004) Market Segmentation: How to do it. How to profit from it, Elsevier Butterworth-Heinemann, Oxford.6. Silivia, D ,Cristiana, P& Sefania, M(2007) “Brand Segmentatio n in Hospitality industry ”, University of Romano Americana, Bucuresti7.Hilton, Marriot and IHG Hotel Brand Market Segments[online],Availabl e:/blogs/loyaltytrav eler/2012/01/15/hilton-marriott-and-ihg-hotel-brand-market-segme nts/8. Yankelovich, D. and Meer, D. (2006) “Rediscovering market segmentation”, Harvard Business Review, Vol. 84 No. 2, pp. 122-132.9. Wind, J& Green, P (1989) “Courtyard by Marriot: Designing a Hotel Facility with Consumer-Based Marketing Models”, Vol. 19 No.1 25-47 10. Kham, D (2009), Marriott International INC: Rank 208 in 2009, Fortune 500 Company Project11. Solis, M (2010), Proper market segmentation yiel ds result, [online], Available:/Articl es.aspx/4246/Proper -market-segmentation-yiel ds-results7.AppendixesAppendix 1Chart 1-1Source: MKG Consulting Database 2006As we can see from the chart, Marriot is the third most influential hotel group in the world. Furthermore, the expansion of Hyatt, Hilton and Starwood is quite fast in this year. According to Silvia, Cristiana and Stefania (2006), the power of branding is that the brand is related to the quality of the facilities and service of the hotel. The fast expansion means customers actually like the brand in recent years to some extent. Marriott should not only pay attention to the hotel giants who own the most hotels or Chambers, but also, shoul d find out the reasons why Hyatt, Hilton and Starwood expand so fast and acquire some experience from them.Appendix 2Appendix 2 shows the number of the hotels owns by IHG, Marriot and Hilton in different segment markets and the names of the hotels. (Garrido, 2012)Luxury market segment•IHG 171 hotels (InterContinental)•Marriott 143 hotels (Ritz-Carlton, JW Marriott)•Hilton 41 hotels (Conrad, Waldorf Astoria)Upper Upscale market segment•Hilton 791 hotels (Hilton, Embassy Suites, Hilton Grand Vacations)•Marriott 776 hotels (Marriott, Renaissance, Autograph Collection, Marriott Vacation Club)•IHG 0 hotels (based on STR chain scale rankings, but in reality many Crowne Plaza hotels are upper upscale).Upscale market segment•Marriott 1,934 hotels (Courtyard, Residence Inn, AC Hotels) •Hilton 1,074 (Hilton Garden Inn, Homewood Suites, DoubleTree)•IHG 634 hotels (Crowne Plaza, Hotel Indigo, Staybridge Suites) Upper Midscale market segment•IHG 3,341 hotels (Holiday Inn, Holiday Inn Express)•Hilton 1,806 (Hampton Inn)•Marriott 894 (Fairfield Inn, TownePlace Suites)Midscale market segment•IHG 300 (Candlewood Suites)Appendix 3Appendix 3 shows relationship between the price of the hotel and the quality level of the rooms. (Jobber, D and Fahy, J, 2009)Graph 2-2PriceSource: Jobber, D and Fahy, J, 2009。
HND 客服报告正文
1.0 Introduction (2)2.0 Expectation of internal and external customer (2)2.1 Internal Customers (2)2.2 External customer (3)3.0 Establishment and maintenance of customer relationship (4)3.1 What is the customer relationship management (4)3.2 The benefits of CRM (4)3.3 How to establish CRM (4)4.0 The way of organizing customer care training (5)5.0 The qualitative and quantitative customer feedback (6)5.1 Quantitative research: (6)5.2 Qualitative research: (9)6.0 The key factors of after care (10)7.0 Introduction and evaluation of customer care strategy (10)8.0 Customer satisfaction and loyalty (12)9.0 Introduction and evaluation of customer care standard (12)10.0 Suggestion on continuous improvement (14)References: (15)Pfizer incorporated is an American multinational pharmaceutical corporation headquartered in New York City, and with its research headquarters in Groton, Connecticut, United States. It is one of the world's largest pharmaceutical companies.This report is research the customer care of Pfizer incorporated. This report will research expectation of internal and external customer, Customer cultivate, Definition of customer relationship, The way of organizing customer care training, The qualitative and quantitative customer feedback, The keyfactors of after care, Introduction and evaluation of customer care strategy, Customer satisfaction and loyalty, Introduction and evaluation of customer care standard. Finally, put forward a reasonable proposal for the company's customer service.Internal customers are within the enterprise individuals and departments that to accept the services of other individuals or units of the enterprise. All employees of the company can be internal customersStaffs are company ’s interior customer. Pfizer ’s staffs need company improve them wages and need company think highly of them and they need promotion in this company. They also need improve them life level.IntroductionThe Package Artwork Project Specialist will be responsible for implementing product artwork renewal, design and coordinatingapproval cycle for China in -line and new products.Internal CustomersPackage ArtworkSpecialistExternal customers are outside the enterprise individuals or institutions that buy the products or services provided. For example:Retailers: a merchant who sells goods at retailFinal customer: someone who pays for goods or services.Retailer and final customer is Pfizer company’s external customers. Pfizer company’s customer need the company can provide more information about drug and customer need the company can ensure the product has good quality and customer need company provide give after-sales service.Customer relationship management (CRM) is a widely implemented model for managing a company’s interactions with customers and prospects. The overall goals are to find, attract, and win new clients, service and retain those the company already has, entice former clients to return, and reduce the costs of marketing and client service.Customer relationship management describes a company-wide business strategyAccording to the theory, the four benefits of customer relationship management is continued growth in revenue, the more affordable cost of sales, sales domino effect, and to increase the stability of the staff.Customer Profile : Collect the Customer Profile, including demographic information, consumer psychology, consumer demand and consumption behavior patterns, transaction records, credit and so on p to fully understand the Customer Profile.Customer Segmentation: Establish Customer Segmentation, according to Customer desire and demand for products and services, is divided into different Customer groups, then according to the customers groups to provide products and services.Customer Satisfaction: Provide more than customer expectations of products and services.There are 4 steps in customer care training, which is training needs analysis, training design, training delivery and training evaluation.(Roger,A_2002) For example about Pfizer company, they make a questionnaire about what do the employees need. And ask staffs some questions about customer care training face to face. Pfizer company leaders use this way to design training and analysis training needs. The company ’s uses an office as training place and make a training schedule for staffs, and stipulate staffs must join in the training course. After staffs finish the training course, the company leader will make evaluation about the training. They will let the staffs who joined the training course receive customers and look them how solve some question during receive customers time. And evaluation staffs behavior is or not take some benefits to company.Pfizer company design customer care training contents for the staffs include service strategy, service standard, after -sales service and serve remedy, client demand analysis. The below table shows Pfizer company training design and training implement.Pfizer need to promote new rhinitis medicine tothe customer. So Pfizer need to train a group ofsalesman.Interpretation of the marketing skills and Training needs for two weeks.6 hours of classtime every day.Explain the drug treatment principle and theadvantages compared with other drugs.Use the sales and complaints to judgment.Training needs analysisTraining designTraining deliveryTraining evaluationQualitative analysis of definition is The qualitative research focuses on words and observations to find out reality, and attempts to describe people in natural situations (Jarvis,P. 1992). Quantitative analysis of definition is the quantitative research grows out of a solid academic tradition that places considerable trust in numbers that represent opinions or concepts (Jarvis,P. 1992).Questionnaire are choice to quantitative analysis method for customer feedback,the company selected interviews / observation method of qualitative analysis for customer feedback.1: Your gender ( )A: man B: woman2: Your age ( )A: Under the age of 20 B: 20 to 39 C: 40 to 59 D: More than 603: Your career is ( )A: civil servants B: enterprise employees C: freelancers D: student E: teacher F: doctor G:4: Your record of formal schooling ( )A: Below the junior high school or junior high schoolB: Senior high schoolC: College or bachelor degreeD: Master's or master's degree and above.5: Do you know what pharmaceutical brands ( )A: Janssen B: Pfizer C: United Laboratories D: MRK6: Which one do you think the following words can best describe the company ( ) A: Specialty B: Reliable C: Expensive D: Innovation7: How do you feel the overall quality of the brand product ( )A: Very good B: Good C: General D: Bad E: Very bad8: What do you think of the brand product innovation consciousness ( )A: Very good B: Good C: General D: Bad E: Very bad9: Would you like to recommend the brand to others ( )A: Very willing B: Willing C: unwillingness D: very uncomfortable 10: Your loyalty to the brand ( )A: Need to buy drugs, no matter how I will buy this brand.B: Need to buy drugs; I try to use the brand.C: Whether to choose this brand, I don't care.D: Even if need to buy drugs, I will also try to avoid the brand choice.11, Whether you would like to learn more about the brand ( )A: Very willing B: Willing C: unwillingness D: very uncomfortable12: You do you satisfied with the quality of products our company:A: Very satisfied B: Satisfaction C: Unsatisfactory D: Very unsatisfactory13: What do you think of the company products prices compared with similar products industry: A: low B: flat C: is higher14: Do you think that the brand is very good ( )A: YES B: NO15: Please suggest us to us:A: Very satisfiedB: SatisfactionC: UnsatisfactoryD: Very unsatisfactoryMost people are very satisfied with the company's product quality.Pfizer company send someone to interview with five questions.The questions are when contract, the sales staff explained to you the cost, if enables you to clearly understand the delivery costs?Sales staff whether explain drug matters needing attention for you？Are you satisfied with sales people?Do you satisfied with the whole company provide service?Does a drug have a positive effect on your illness?Customers are not satisfied with sales people. I hope we can improve the manners of sales personnel.Customers don't satisfied with the service of the company; hope the company to provide more comprehensive services. Customers do not like to use courier delivery. Hope the company can directly sent home delivery.After-sale service has five key elements which is Apologize ，Immediate response ，Empathy，Symbolic atonement and Tracing.A woman drinking after the supplement appeared allergies. Pfizer made an apology to the customer, Refund the cost, damages the customer $ 500,000. And provide free medical examination every month over the next year to the customer.Pfizer was adopted Apologize，Immediate response, Symbolic atonement and Tracing.According to the theory, the design process of customer service strategy include:1. Development and evaluation of business strategy2. Key determinations of customer care strategy3. Creation of Creativities4. Evaluation and development of creativities5. Feasibility and Profit Assessment6. Clear roles and responsibilities7. Implementation Test8. Commercialization9. Evaluation and Double-loop learning (Wilson,J,P_ 1999)The charts below shows Pfizer company's customer service strategy which is Express delivery of goods directly to customersReason to create the customer service strategy A lot of customers don't like to run long distancesfor buy health supplementsService originality The company commissioned FedEx door-to-door.Feasibility evaluate and profitability evaluate Although many customers like this way. Butbecause of the FedEx regulatory issues, manypackages are replaced. So Pfizer set up their ownlogistics company are responsible for door -to-doordelivery.As far as i am concerned, this customer service strategy is very good and successful, because this way attracts many customers. Customers can save a lot of time; their delivery logistics companies can also ensure the safety of the drug.There are three principles which is repetition, relevance, recommendation. Repetition mean is frequently purchase products or services. Relevance mean is relevantly purchase products or services. Recommendation mean is Recommend products or services to potential customerMiss Marie has been buying Pfizer‘s health supplements from 2022. Because Miss Mary recommendation, her classmates and relatives to buy a Pfizer product.Because the company continuous innovation in them products. And they have good customers service and good after-sale service. So the principle of 3R customers increased year by year.According to theory of customer design of customer service standard need to consider the following factors:• Recognize existing and expected contacting points from service map• Transfer expectation to action• Choose appropriate action for standard• Set soft or hard standard• Design reflection system for both soft and hard standard• Set hard indication and soft objective• Evaluate standard by indication and objective• Offer outcome of appraisal for staff• Evolve indication and objective(Morgan,D,L_ 1998)The map of customer service below shows about Pfizer receive customer buy a health supplements.The flow chart below gives information about Pfizer Customer service standard design.Standard1.smile with customer2.talk with people eye to eyeBehavior1.near with customer2.deliver positive energyExpectWarm and sweetAsk the customer's requirements Ask the customer's requirementsAsk the customer whether to accept the way mail Explain the product features products.NO Tell the customer can purchase the Asking customers to address andYESlocation of the product. phone number.Collection and delivery.Track serviceI think the standards are very good and succeed. Because these standard are benefits company ’s sale and this is not difficult ，staffs can easy master. And these can make customer a good impression.1 ．More children than adults need compensatory nutrition. But Pfizer health supplements are most adults, not specifically for children's health care products. So Pfizer can try to develop children's health care products.2. Pfizer can try to accept online orders.3. Pfizer for customer tracking service only twice a year. Too little. Suggest to 2 months at a time.3.establishing a bond1.introduce goods2.answer customer ’s questionAccept phone orders.3.mail relation 1.know every goods2.can speediness solve customer’s prob lemExclusive logistics delivery.EfficiencyCharacteristicJarvis, P. (1992), Perspectives on adult education and training in Europe, National Institute of Adult Continuing Education, Leicester.Morgan, D. L. (1998b), ‘Practical Strategies for Combining Qualitative and Quantitative Methods: Applications for Health Research’, Q ualitative Health Research, Vol. 8, pp. 362-76.Reid, M. A., Barrington, H. and Brown, M. (2004), Human Resource Development: beyond training interventions, CIPD.Roger, A. (2002), Teaching Adults, 3rd Edition, Open University Press, Buckingham.Smith, C. B. (1983), ‘Qu antitative versus Qualitative Research: An Attempt to Clarufy the Issues’, Educational Researcher, Vol. 12, pp. 6- 13.Wilson, J. P. (1999), Human Resource Management: Learning and training for individuals and organizations, Kogan.Yang, X. and Liao, Y. (2022), ‘Building Structure of Human Resource Development within Corporation’, Journal of Business Times, Vol. 31, pp. 52-53.Lee, Changuk and Chon, Kye -Sung (2000) “An investigation of multicultural training practices in the restaurant industry: the training cycle approach”, International Journal of Contemporary Hospitality Management, Vol. 12, No. 2, pp. 126- 134.。
解决方案销售_英语
Introduction:In today's competitive business landscape, the role of a solutions sales professional is more crucial than ever. A well-crafted solution sales strategy can significantly differentiate a company from its competitors and drive revenue growth. This article outlines a comprehensive solution sales strategy that focuses on understanding customer needs, delivering tailored solutions, and fostering long-term relationships.I. Understanding Customer Needs1. Market Research:Conduct thorough market research to identify potential customers, industry trends, and competitive landscape. Utilize tools like customer surveys, focus groups, and industry reports to gather insights.2. Needs Assessment:Engage in active listening to understand the unique challenges and goals of each customer. Utilize a structured approach, such as the "Five Whys" technique, to dig deeper into their pain points.3. Customer Segmentation:Segment your customer base based on industry, company size, and other relevant criteria. This enables targeted communication and tailored solutions for each segment.II. Crafting Tailored Solutions1. Solution Mapping:Develop a detailed solution map that outlines the products, services, and resources required to address the customer's needs. This map should be adaptable to various customer scenarios.2. Solution Presentation:Create compelling presentations that highlight the unique value proposition of your solutions. Use visuals, case studies, and testimonials to demonstrate the effectiveness of your offerings.3. Customization:Offer customization options to cater to the specific requirements of each customer. This could involve configuring products, integratingthird-party services, or developing unique features.III. Building Trust and Credibility1. Demonstrable Results:Provide evidence of the success achieved by your customers who have adopted your solutions. Use case studies, testimonials, and ROI calculations to build credibility.2. Professional Development:Invest in your sales team's professional development to ensure they possess the necessary skills to deliver effective sales pitches and handle customer queries.3. Customer Service:Maintain a high level of customer service throughout the sales process and beyond. This includes providing timely responses to inquiries, offering support, and addressing customer concerns promptly.IV. Closing the Sale1. Negotiation Strategies:Develop negotiation skills to secure the best possible deal for both the customer and your organization. Focus on win-win scenarios that create long-term value.2. Sales Cycles:Understand the sales cycle for your target market and tailor your approach accordingly. Be patient and persistent, while also being adaptable to changing circumstances.3. Follow-Up:After the sale, follow up with customers to ensure their satisfaction and identify any additional needs. This builds loyalty and opens doors for cross-selling and upselling opportunities.V. Continuous Improvement1. Feedback Loop:Establish a feedback loop to gather insights from customers, sales team members, and other stakeholders. Use this feedback to refine your solutions and sales strategy.2. Training and Development:Continuously train and develop your sales team to keep them updated on industry trends, new solutions, and effective sales techniques.3. Performance Analysis:Regularly analyze sales performance metrics to identify areas for improvement. Adjust your strategy accordingly to optimize results.Conclusion:A comprehensive solution sales strategy is essential for success in today's dynamic business environment. By focusing on understanding customer needs, crafting tailored solutions, building trust, closing the sale, and continuously improving, sales professionals can drive revenue growth and foster long-term customer relationships.。
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Sample Achievement – Phase I Qualitative FGD
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A total of 17 groups are conducted in four selected cities (Beijing, Shanghai, Guangzhou and Xi’an) covering owners of almost all MB models. Besides, separate FGDs for driver, Smart and lost MB customers are conducted to explore the commonness and characteristics of these groups of customers from normal MB customers.
Phase I I- Qualitative Exploration • Explore customer lifestyle, value, aspirations, attitudes towards life, vehicle and service etc. Explore customer service experience in a competitive landscape and unmetபைடு நூலகம்needs for services
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Focus Group Discussion • To understand the Customer Experience of the After-Sales services in a competitive landscape, including the price perceptions towards service offerings and to uncover their unmet needs • To understand the reasons why customers use or not use the car dealer services • To develop a list of criteria and attributes for segmentation to feed into stage 2 quantitative study
After-Sales Customer Segmentation Study
Research Framework and Methodology
Mercedes-Benz (China) Ltd. July 2012
Business Objectives & Overall Research Roadmap
Ethnographic tag along • As a complementary methodology to the focus group discussion, one day tag-along trip with the customers from their work or in home to the service station/4S station trip can help to put the customers in the real life to give us more concrete and specific understanding of who they are and what they want along the various touching points in the after service journey
•
Phase IIII- Quant Quantitative itative Segmentation
Identify different customer segments according to characteristics such as demographic, psychographic, autographic, vehicle needs and service expectations, etc.
Methodology
• Face-to-face interview with MB car owners based on the database provided by MBCL • No limitation of city coverage, national reach for as much completes as possible • A mix of MB current car owners of various class and lines, MB used car owners, and lost customers. • All are car users & maintenance decision makers
BJ(SY) SH(HZ)
1 1 1 1 --
GZ(SZ)
1 1 1 1
Xi'an
Subtotal
B / C Class E Class S Class SUV (GLK/M/GL/R) Niche (SLK/CLK/CLS/SL/CL) Lost customer (mixed car model) Driver (mixed car model) Smart
Business Objectives
• Better understand the profiles, lifestyle & values, and Vehicle / After-Sales related needs of the different service customer segments; • Results will provide reliable customer insights, which shall serve as the basis for Differentiated Service Offering at retail level.
Phase IIIIII-Life Immersion (Qualitative) • Deeply investigate typical customers in each segment which will be much clearly portrayed with concrete and enriched basis for future marketing & communication actions
•
Phase IIII- Quant Quantitative itative Segmentation
Identify different customer segments according to characteristics such as demographic, psychographic, autographic, vehicle needs and service expectations, etc.
•
Objectives
• Identify different customer segments among MB After-Sales customers with different characteristics such as demographic, psychographic, life attitude and values, vehicle needs and service needs, etc.
each segment which will be much clearly portrayed with concrete and enriched basis for future marketing & communication actions
Overview of Phase I Qualitative Explorations
service customer segments according
to characteristics such as demographic, psychographic, autographic, vehicle needs and service expectations, etc.
• Deeply investigate typical customers in
Research Roadmap
lifestyle, value, aspirations, attitudes towards life, vehicle and service etc. • Explore customer service experience in a competitive landscape and unmet needs for services
1 1 1 -1
1 17 groups
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-1 1
1 ---
1 ---
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Sample Achievement – Phase I Qualitative Tagalong Interview
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A total of 12 tagalong interviews are conducted in four selected cities (Beijing, Shanghai, Guangzhou and Xi’an) to help put the customers in the real life and give us more concrete and specific understanding of who they are and what they want along the various touching points in the After-Sales service journey.
Phase IIIIII-Life Immersion (Qualitative) • Deeply investigate typical customers in each segment which will be much clearly portrayed with concrete and enriched basis for future marketing & communication actions