营销和广告术语中英对照
网络广告术语中英对照表及解释
网络广告术语中英对照表及解释网络广告术语中英对照表及解释：1. CPM (Cost Per Mille) - 千次展示成本The cost an advertiser pays for one thousand ad impressions.2. CPC (Cost Per Click) - 每次点击成本The cost charged to an advertiser for each click on their ad.3. CPA (Cost Per Action) - 行动成本The cost an advertiser pays for each desired action taken as a result of their ad, such as a purchase or sign-up.4. CTR (Click-Through Rate) - 点击率The ratio of users who click on an ad compared to the total number of users who view the ad.5. ROI (Return on Investment) - 投资回报率The profitability of an advertising campaign or investment, calculated as a percentage of the return compared to the cost.6. Impressions - 展示量The number of times an ad is displayed to users.7. Reach - 达到人数The total number of unique users or audience members who have been exposed to an ad.8. Conversion - 转化The act of a user completing a desired action as a result of an ad, such as making a purchase or filling out a form.9. Banner Ad - 横幅广告A graphic ad that typically appears across the top, bottom, or side of a web page.10. Native Ad - 原生广告An ad that matches the form and function of the platform it appears on, providing a seamless user experience.11. Retargeting - 重新定位A strategy that displays ads to users who have previously visiteda website, in order to keep the brand or product top of mind.12. A/B Testing - A/B 测试A method of testing two versions of an ad or webpage to determine which one performs better.13. Click Fraud - 点击欺诈Illegitimate clicks on ads generated by manual or automated means, often in order to inflate click numbers or exhaust an ad budget.14. CTA (Call-to-Action) - 行动号召A statement or instruction that encourages users to take a specific action, typically included in an ad or landing page.15. Ad Blocker - 广告拦截器Software or browser extensions that prevent ads from being displayed to users.16. Landing Page - 落地页The specific webpage that a user is directed to after clicking onan ad or call-to-action.17. Organic Traffic - 自然流量The visitors to a website that come from unpaid, non-advertising sources, such as search engine results or direct visits.18. Keyword - 关键词A word or phrase that users search for, and that advertisers can bid on to have their ads shown when those keywords are used.19. Sponsored Content - 赞助内容Content that is created or promoted by an advertiser in collaboration with a publisher, with the goal of reaching a specific audience.20. Programmatic Advertising - 程序化广告Automated buying and selling of online ad impressions,typically using real-time bidding algorithms.请注意：术语中文解释为了简洁明了可能不是完全准确的，请根据具体上下文和需求，参考上述解释的基本意义。
Marketing市场营销专业词汇中英文对照表
市场营销专业词汇中英文对照表Marketing Management 营销管理New Products Development 新产品开发Service Industry Marketing 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accessibility 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 广告彳言息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before tests事前测试Behavior Scan Information Resources Inc・彳亍为扫描信息源公司behavioural analysis 彳亍为分析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz奔驰billing 帐单birth rate出生率blanket purchase order 一揽子釆购合同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brand1 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business 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 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chame 1 eons/fo 11 owers 变色龙/跟随者compensation deals 补偿处理compensation plan 酬金方案compensat ion/rewards 酬金/奖励compensatory补偿性的促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力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il•决策channe 1 -management decisions 渠道管理决策channels of communication 传播渠道choice criteria 选择标准closing a sale结朿销售clothing retailers 服装零售商co-branding联合品牌code of ethics （职业）道徳标准coercive power 强制权cognitive dissonance 认识的不协调collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案commitment 承诺communication channels 传播渠道communication process 传播过程communication信息交流/沟通communications media 传播媒体company personnel 公司员工comparative advertisements 比较广告comparison of brands 品牌比较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讣算机化的订购conclusive research 确定性研究conditions of demand 需求情况conformance to specifications •与规格一致conformance 一致性confrontation strategy 对抗战讯各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 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,庭巾场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contribution 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core benefit proposition (CBP)核心利益方案/提议corollary-data method 推立数据法corporate HQ公司总部corrective action 侨JE彳亍动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-数疑关系cost-oriented pricing 成本导向左价法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counter trade对等贸易courtesy 礼貌coverage of geographic market 地域性市场的范用coverage of relevant retailers 相关零售商的销售范围credib订ity 信誉credit terms信贷条款competition-orientated pricing 竞争导向泄价法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critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing习惯性立价法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顾客细分巾场左价customer service 顾客服务customer-oriented pricing 顾客导向左价法customers* perception 顾客感知dataconfidentiality 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 衰退巾场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 需求导向左价法demographic environment 人「1统讣环境department stores 百货商店dependability 可靠性deregulation放松管制descriptive research 描述性研究designdecisions 设汁决策desired percentage mark-upon retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants决左因素different responses 差别反应d辻ferentiated 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d辻fusion 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 通过广告媒体的宜接营销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 折扌11/溢价策略discriminant analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视左价调整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-归屈层次结构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 labels) 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 收回投资或淸算dividend 红利domestic target marketing strategies 国内目标市场定位的营销战略dropping products 放弃严:品dual/two channeldistributionsystems 双重分销系统durability 耐用性early vs lateadoption早期采购与后期采购earningsper share 每股收益economic andtechnologicalfactors 经济技术因素economic power 经济权economies of scale规模经济education services 教冇服务effectiveness 有效性efficiency 效率emergency goods 急需品emotionalappeals 情感诉求empathy務情作用empirical evidence经验性实例empowerment 授权encoding 编码enduse最终使用endorsement 赞同engineering (产品)工程设计entrepreneurialstrategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处理environmentfactors 环境因素ethics of marketing营销伦理道徳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 预计产虽：expected value 期望价值experience curve 经验曲线experimental research 实验性研究expert power F 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 夕卜出(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反馈数拯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 側翼进攻与围堵战略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 制龙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 免收运费左价法fringe benefits 小额津贴frontal attack strategy 正而进攻战略Marketing市场营销专业词汇中英文对照表farm products 农产品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games比赛gap差距gatekeepers信息传递者general behavioral descriptors —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il•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全球青少年巾场globalization 全球化global-market expansion 全球市场扩张goals总目标going-rate/competitive parity pricing 竞争性平价宦价法goods producers 产品制造商Goodyear固特异轮胎government agencies 政府机构government buyers 政府釆购者government market 政府巾•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 leadersr|j 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 成长性市场左位战略guar an t e e / warrant y 保证 / 担保guarantees 保证Gucci古琦(世界著名时装品牌)Haagen-Dazs哈根达斯hard technology 硬技术Harvard Business Review《哈佛商业评论》harvest 收获harvesting pricing 收获左价法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汉髙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/巾氐周转率的零售商high market share global strategy 髙市场份额全球战略high-contact service system 髙接触服务系统high-involvement product 髙参与产品high-involvement purchase 髙参与购买hight market share髙市场份额战略Hilton希尔顿Holiday Inns假日旅馆homogeneous market 同质市场Honda本田household/fam订y 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imagepricing形象定价imitative positioning 模仿定位imitative strategy 模仿战讯各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influences 影响者info-communications industry 信息通信行业infomercials商业信息广告information age 信息时代information search 信息搜集information technology 信息技术information 信息informative告知性的ingredient 成份in-home personal interview 个人家庭访谈in-house use tests内部使用测试innovation 仓i］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 感矢【I整合integration 整合Intel因特尔international organizational design 国际组织设计internationalization of services 服务白勺国际化 introductory stage of product life cycle 产品生命周期的推出阶段 inventory level 库存水平investor relations advertising 投资关系广告 issue advertising 观点广告 jobbers 批发商 Johnson & Johnson 强生 joint ventures 合资 jury of executive opinion 彳亍政後理人员群体意见 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 listLoyd's of London 伦敦劳埃徳保险公司 localizationstrategy 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1 ow-invo 1 vement hierarchy 低参与程度层级结构 macro risks 宏观风险 macro-environment 宏观环境 macro-segmentation 宏观细分 ma 订-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 生产商白勺 代理商/销售代表 manufacturers* export agents(MEA) 制造商出口 代理manufacturers* sales offices/branches 生产商白Marketing 市场营销专业词汇中英文对照表 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 rates 利率 data sources 内部数据来源 marketing 内部营销 organizational structure 内部组织结构 advertising 国际广告 channels 国际分销渠道 division 国际分部 marketing 国际营销interest internal internal internal international international international internationalkey/house accounts 关键/机构客户 laboratory tests 实验室测试 leapfrog strategy 蛙跳战略 learning hierarchy 学习层级结构 legal services法律服务 legislation 立法 legitimate power 法立权 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 extension 产品线扩展 filling 产品线填充stretching 产品线延伸 price 订价line line line勺销售办事处/分支机构manufacturing process 制造过程manufacturing 制造业market aggregation strategy 整体市场战略market attractiveness factors 市场吸引力因素market attractiveness 市场吸引力market attractiveness/business position matrix 市场吸引力/业务地位矩阵market circumstances 市场环境market demographics市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战IH各market exclusion 市场排斥market expansion strategy 市场扩张战略market factors 市场因素market foilowers市场跟随者market growth rate 市场增长率market hierarchy 市场等级market inclusion 市场纳入market leaders市场领导者market measurement 市场测量market opportunity analysis 市场机会分析market oriented以巾场为导向的market position factors『b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 币场纽J分market share市场份额market targeting目标市场选择market市场marketability itj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 营销审讣marketing channel 营销渠道marketing codesof conduct 营卡肖行为规范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 营销环境审汁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营销汁划/方案marketing relationship 营销关系marketing research 营销研究marketing strategy 营销战略market-managementorganizational structure 市场管理组织结构mark-up price产品/溢价价格Marlboro万宝路Marriott Hotel 万豪洒店mass-market penetration strategy 大规模市场渗透战略mass-market strategy 大市场战讯各matrix organizational structure 矩阵组织结构Mitsubishi日本松卜电子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 il•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梅赛徳斯-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microsegmentation 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 7KFimissionar5r selling 推销式销售Mitsubishi Heavy Industries 三菱重工modified rebuy 调整再购mono segment positioning 单一细分市场左位Monsanto孟山都农业生物技术公司moral appeals伦理/道徳诉求morals道徳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multinationa 1 corporations (MNCs) 跨国公司multiple test markets 多测试市场multiple-brand strategy 多品牌战略multiple-factor index 多因素指数法multi segment 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Nescafe雀巢咖啡Nestld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新普罗徳筛选模型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 stock-outs 迟滞数目object-and-task method of promotion budgeting 目标-任务促销预算法objectives and strategy area audit 目标与战讯各领域的审计objectives具体目标observation 观察法occupancy costs房屋占用成本occupat i on/position 职业/职位odd pricing奇/余数左价法OEM (original equipment manufacturer) 原女台设备制造商overall quality 总体质量off-invoice discounts发票之外的折扣offsets抵消交易Omega欧米加on-air testing 广播测试OPEC (Organization of Petroleum Exporting Countries)欧佩克(石油输出国组织) opening relationships 建立关系operating supplies 生产供应品operational excellence 运作管理水V：opinion leaders意见领导者opportunity cost 机会成本opportunity identification 机会识别opportunity/threat matrix 机会/威胁矩阵order cycle time 订货周期order processing 订单处理organizational level 组织层次organizational requirement planning 组织需求汁划organization area audit组织领域的审计organization buying center 组织采购中心organizational direct selling 组织直销organizational markets 组织市场organizational purchasing 组织采购outdoor enthusiasts户外运动爱好者out-of-home media户外广告媒体overall cost leadership 全而成本领先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 渗透怎价Pepsi-Cola百事可乐perceived customer value 顾客感知价值perceived quality感知到的质量perceived value感知到的价值percentage of sales promotion budgeting method销售额百分比促销预算法perceptions of consumers 消费者感知/理解perceptual (product) positioning 感知(产品) 定位perceptual map 感知图perceptual organization 感知组织perceptual vigilance 感性的警惕performance dimension 业绩标准performance evaluation 业绩评估performance measures 表现/业绩测度performance objective 绩效目标performance standards 绩效标准performance 功能organizational customer组织顾客organizational structure组织结构perish ability 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physicaldescriptors 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¥肖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 modelsfor resource allocation 资源配宜的资产组合模式position intensity地位集中程度positioning 上位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 售后月艮务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掠夺性立价法pre-empting scarce resources 先占稀缺资源price leaders价格领导者price lining价格排列泄价法price promotion 价格促销price quotation扌艮价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 龙价调整pricing policies 价格策略pricing 定价primary demand 基本需求primary sources第一类/主要数据print media印刷媒体private/for-profit organization 私营/盈利性组织PRIZM (Potential Rating Index for Zip Markets) 按邮政区划为基础的潜力等级指数proactive new-product development strategy 进取型新产品开发战略probability sampling 概率抽样problem formulation 界定问题problem identification 确左问题process management 过程管理Procter & Gamble (P&G)宝洁公司product line 产品线product ava订ability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Marketing市场营销专业词汇中英文对照表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 测试前巾场研究pricediscrimination 价格歧视price elasticityof demand 需求的价格弹性price fixing价格设定product life cycle curve产品生命周期曲线product line 产品线product manager audit 产品经理审计product offering 供应品product organizaiton of salesforce 按产品组织销售队伍product policies 产品策讯各product positioning 产品龙位product quality 产品质量product scope产品范围product space 产品位宜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 产品线左•(介调整product-management organizational structure 产品管理组织结构product-market entry control 产品一市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品白勺市场特征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profitab订ity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promotionpolicies 促销策略promotion 促销promotional allowance 促销折让promotional effort 促销努力promotional pricing 促销怎价promptness 及时性propector strategy 探索型战略prospecting for customers 寻找顾客psycho-graphics心理统讣特征psychological cost 心理成本psychological pricing 心理左价法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 forcontrol of distribution channels分销渠道控制的拉式战略pupil dilation 瞳孔扩张purchasepredisposition 购买倾向purchasing agent 采购代理purchasing contract 采购合同purchasingmanager/agent 采购经理 / 代理purchasing power parity (PPP)购买力平价指数push money/spiffs 佣金push strategy for control of distributionchannels分销渠道控制的推式战略qualifying prospects审査潜在顾客资格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 龙额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 回扌艮率/目标回报宦价法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 strategyreactor strategy 反应型战略real estate 房地产rebates 回扣recall tests记忆测试receiver接收者reciprocity利益互惠recognition of problem/need 发现问题/需求recognition tests 认矢口测试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重新立位产品requirements planning 需求计划re-seller中间商resident buyers常驻采购员resource allocation/deplo^nnent 资源配宜response strategies 反应策略response to communication 传皤H向应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reta订outlets零售店retail sales 零售额retailer co-operatives 零售商合作社retailer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 竞争决立因素rivalry竞争对手Robert Miles罗伯特•迈尔斯Rockwell洛克威尔Rolex劳力士Marketing 市场营销专业词汇中英文对照表second-but-better new-product developmentstrategy 后者居上型新产品开发战略 security 证券业sales management 销售管理 sales organization 销售组织 sales performance 销售表现/业绩sales personnel incentives 销售人员激励 sales personnel 销售人员 sales planning 销售计划 sales potential 销售潜力 sales promotion 销售促进/促销 sales territory 销售地区 sales trends 销售趋势sales 销售额 sales/price reduction 销售/价格卜降 sample design 样本设汁 sample size 样本大小 sampling 扌由样 sampling 提供样品scale efficiency 规模效率 scaled measures 比例测度 scoring models 评判模型 screening of ideas 创意筛选 sealed bidding 招标Sears 西尔斯 self-managing teams 自我管理团队 self-oriented 自我导向型 selling groups 销售团队 selling proposition 销售计划/提议 selling 推销/销售 serviceability 适用性 services channels 服务渠道 servicing products 服务产品servicing the account 客户月艮务 setting quotas 确左立额 shake-out stage 动荡阶段shared programs/facilities 分享il •划/设备 share-growth strategies for followers 追随者的市场份额增长战略shareholder value 股东价值 share-maintenance 份额保持Sherman Act, USA 美国谢尔曼法案 shopping goods消费品 short-term memory 短期记忆 signalvehicle/carrier 信号载体 simulated test marketing 模拟市场测试 single-factor index 单因素指数法 single-line mass -me r c hand i s e rstores 单一类型 产品专营连锁店 SKF 瑞典轴承公司sleepwalker/contented underachievers 梦游者/很容易满足的人sales sales sales 析 agents 销售代理陷j analysis analysis by customer 顾客销售分析 by order size 订货规模的销售分 sales sales sales analysis analysis analysis by product 产品销售分析 by territory 区域销售分析 销售分析 sales sales sales sales sales forcasting 销售预测 force estimates 销售人员估计 force size 销售队伍规模 force 销售队伍forecasting 销售预测segmentation and targeting 细分与目标选择 segmentation criteria 细分标准 segmentat ion descriptors 市场纽I 分变量segmentation 市场细分Seiko 日本精工株式会社（全球著需的打印机生产商）selective demand 选择性需求 selective distribution 选择分¥肖 selective exposure 选择性接触 selective perception 选择性感知/理解 selective retention 选择性保留 self-employed person 独立经营的个人Rolls-Royce 劳斯莱斯 roster 名册 salary 薪金secondary sources 第二类/次要数拯。
市场营销专业术语中英文对照标准翻译
市场营销专业术语中英文对照标准翻译本文为市场营销中经常用到的一些中文与英文互译的标准用语，希望对市场营销从业人员有所帮助。
《财富》杂志Fortune案头调研Desk Research奥美公司Ogilvy & Mather白色商品White Goods百乐门Parliament百威啤酒Budweiser包裹销售法Banded Pack宝洁公司Procter & Gamble宝丽来Polaroid宝马BMW边际成本Marginal Cost边际收益Marginal Benefit标准差，均差Standard Deviation别克Buick波立兹调查公司Alfred Politz Research, Inc波旁王朝Ancient Age Bourbon波特福洛分析Portefolio Analysis产品差异Product Differentiation产品生命周期Product Life Cycle产品系列Product Line产品组合Product Mix阐述Presentation超级市场Supermarket成对比较法Paired Comparisons成功的理想主义者Successful Idealist承诺型消费者Committed Buyer程度测试Tachistoscope橙色商品Orange Goods冲动购买Impulse Buying重叠率Duplication抽样Sampling传销Pyramid Selling传阅发行量Pass-on Circulation词语联想法Word Associaton刺激营销Incentive Marketing促销Promotion达彼思广告公司Ted Bates & Copany大卫·奥格威David Ogilvy戴比尔斯De Beers丹尼尔·斯塔奇公司Danile Starch & Staff 弹性Elasticity到达率Reach道奇Dodge第三者法Third-Person Technique第一提及Top of Mind电话访问Telephone Interview电通广告公司Dentsu电子售点数据EPOS Data定量研究Quantitative Research定位Positioning定性研究Qualitative Research动机研究Motivation Research读者Readers读者人数Readership独特销售主张Unique Selling Proposition杜邦公司Du Pont多方面衡量Multi-dimensional Scaling多品牌战略Multi-brand Strategy惰性销售Inertia Selling恩格尔曲线Engel Curves二手资料Secondary Data发行量Circulation发行量稽核组织ABC仿造Me Too访问Interview访问员Interviewer非处方药OTC菲力普·莫里斯公司Philip Morris Company 菲亚特FIAT肥皂剧Soap Opera分刊测试Split-run Test分销Distribution丰田TOYATA缝隙分析Gap Analysis浮动插播Floating Spot辅助回想Aided Recall付费发行量Paid Circulation复核Back Checking复核Validation富豪汽车VOLVO富可视Infocus富士胶卷FUJI FILM覆盖率Coverage盖凡尼克皮肤反应测试仪Galvanic Skin Response Meter盖洛普暨罗宾逊调查公司Gallup & Robinson,Inc概念测试Concept Testing高度介入产品High Invovement Procuct革新消费者Innovators葛瑞广告Grey Advertising公众调查公司Audience Research,Inc贡献Contrubution购买周期Buying Cycle孤独守巢人Empty Nesers鼓动销售Hard Sell故事板/分镜头表Storyboard故事完成法Story Completion观察调研法Obseravtion Study广告Advertising广告/销售比率Advertising/Sales Ratio广告比重Advertising Weight广告标准Advertising Standard广告调查基金会(美国) Advertising Research Foundation广告概要Advertising Brief广告口号Slogan广告目标即广告效果评测Defining Advertising Goals for Measured Advertising Results 国际商用机器公司IBM过度杀伤Overkill过滤审查Screening哈佛商学院Harvard Business School红色商品Red Goods互补品Complements花旗集团Citigroup华尔街Wall Street黄金时段Prime Time辉瑞Pfizer混合调查Omnibus Research混和调研Omnibus Research基本读者Primary Reader稽核Audit吉芬商品Giffen Goods吉列Gillette集团购买Organizational Buying集中度Affinity集中市场细分Concentrated Segmentation计算机辅助的电话采访Computer Assisted Telephone Interviewing记忆测试Recall Test记忆性Memorability佳能Canan家乐福Carrefour家庭(户) House Hold家庭稽核Home Audit家庭生活周期Family Life Cycle甲壳虫Bettle价格分析Values Analysis价格敏感Price Sensitive价格歧视Price Discrimination价格战Price War间接调研Off-the-research建议价格Recommended Price箭牌口香糖Wrigley讲究派头的诉求Snob Appeal交叉销售Cross-selling交替需求Alternate Demand焦点小组(讨论) Focus group (Discussion)角色扮演Role Playing阶式渗透Cascading结构化访问Structured Interview金佰利Kimberly-Clark浸透策略Penetration Strategy精工SEIKO句子完成法Sentence Completion决策群Decision Making Unit决定性调研Conclusive Research卡通测试Cartoon Tests开放题Open-ended Question开机率Homes Using TV柯达Kodak壳牌Shell可变价格Variable Pricing可口可乐Coca-Cola可丽舒Kleenex可信度Believability克莱斯勒Chrysler克劳德·霍普金斯Claude Hopkins客观看法Outside View肯德基炸鸡Kentucky Fried Chicken口碑广告Word-of-mouth Advertising快流量消费品Fast-moving Consumer Goods 拉力Pulling Power拦截访问Intercept Interview乐观奔命者Optimistic Striver离差Deviation李奥·贝纳Leo Burnett李佛兄弟公司Lever Brothers力士Lux连带外部效应Network Externality联合调研/辛迪加Syndicated Research联合分析Conjoint Analysis联合利华公司Unilever联想Association Techniques练习性预演Dry Run两步收费Two-part Tariff量表Scale劣等商品Inferior Goods零售周期Wheel of Retailing零头定价法Odd-even Pricing漏斗深入法Funnel Approach露华浓Revlon乱数表Random-number Table罗塞·瑞夫斯Rosser Reevse罗夏测试Rorschach Test骆驼Camal马丁·迈耶Martin Mayer麦当劳McDonald’s麦肯爱里克森广告公司Mccann-Erickson麦氏威尔咖啡Maxwell House Coffee卖方市场Seller’s Market满意购买者Satisfied Buyer盲测Blind Test毛评点Gross Ratting points媒体分析Media Analysis每千人(户)成本Cost Per Thousand Figure每千人成本Cost Per Mille美孚Mobil美国报纸发行人协会American Newspaper Publisher’s Association 美国电报电话公司AT&T美国广播公司ABC美国广告代理商协会4A’sThe American Association of Advertising Agencies美国民意研究中心American Institute of Public Opinion美国营销协会American Marketing Association美国运通American Express描述性调研Descriptive Research民意测验Opinion Poll明尼苏达矿务及制造业公司3M模似Simulation姆姆巧克力M&M耐克Nike尼尔逊公司A. C. Nielsen尼尔逊全国电视指数Nielsen National Television Index 尼尔逊受众测定器Nielsen audiometer尼尔逊指数Nielsen Index欧宝OPEL欧洲民意测验和市场调研协会ESOMAR帕累托原理Pareto Principle派生需求Derived Demand攀比效应Bandwagon Effect判断性抽样Judgement Sampling旁氏Pond’s陪伴购物Accompanied Shopping配额Quota配额抽样Quota Sampling频率分布Frequency Distribution品牌Brang品牌测试Brang Test品牌估价Brang Valuation品牌管理Brang Management品牌偏好Brang Preference品牌认知Brang Awareness品牌形象Brang Image品牌性格Brang Personalities品牌忠诚度Brang Loyalty品牌转换成本Switching Cost品质认知度Perceived Quality七喜7UP期望值Expectations期望值Expected V alue其他指导人Other-directed Person企业标志Corporate Logo企业识别Corporate Identity前导性研究Pilot Study潜意识广告Subliminal Advertising强生公司Johnson & Johnson乔治·格里宾George Gribbin情感购买者Like Friend情感象征Emotional Symbol渠道冲突Channel Conflict全国性涵盖度Blanket人口统计学特征Demographics人员推销Personal Selling认识差距Cognitive Dissonance认知Awareness认知图表Perceptual Mapping日后记忆Day-after-recall入户访问Door-to-door Interview软性促销Soft Sell萨奇公司Saatchi & Saatchi三维营销3-D商店稽核Store Audit社会等级Social Grading社会接受度Social Acceptability社会营销Social Marketing深度访谈Depth Interview生存者Survivor生活方式Lifestyle声音比例SOV声音份额Share of V oice施乐Xerox时代华纳Time Warner时机感Sense of Timing时间档次Time Slot时序分析Time-Series analysis识阈效应Threshold Effect使用与态度Usage and Attitude市场策略的利润效果Profit Impact of Market Strategy 市场调研Market Research市场调研/营销调研Marketing Research市场细分Market Segmentation市场占有率Market Share视听众暴露度Impession收获战略Harvesting Strategy收入效应Income Effect收视(听)率Ratings收视率Television Rating售点POP售点POS斯塔奇数字Starch Figure斯坦利·里索Stanley Resor斯沃琪Swatch四点分析SWOT Analysis随机抽样Random Sampling索尼SONY态度Attitude探索性调研Exploratory汤橱浓汤Campbell’s Soup特许经营Franchise替代品Substitutes替代效应Substitution Effect天美时Timex听众调查Audience Research通用汽车General Motor同类相食Cannibalisation投射研究Projective Research图片响应法Picture Response Techniques推拉战略Push and Pull Strategies推力Push Power完成法Completion Techniques完全竞争市场Perfectly Competitive Market 万宝路Marlboro万事达卡Master Card威廉·伯恩巴克William Bernbach威士卡VISA维持者Sustainer伟哥Viagra胃溃疡峡谷Ulcer Gulch稳定插播Anchored Spot问卷Questionnaire沃尔玛Wal-Mart Stores无品牌忠诚度No Brand Loyalty无提示认知Unaided Awareness无准备调查访问Cold Calling西门子SIEMENS习惯购买者Habitual Buyer习惯性购买Habit Buying喜力Heineken系统销售System Selling细流战Drip Campaign显著特征Salient Attribute现场调研Field Research现场督导Conductor现场督导Field Supervisor现场工作Field Work现场人员Field Force线上活动Above-the-line线下活动Below-the-line相关群体Reference Group象牙牌香皂Ivory消费者购物固定样本Consumer Purchase Panel 消费者内在需求Consumer Insight消费者偏好Consumer Preferences消费者剩余Consumer Surplus消费者形象描述Consumer Profile销售定额Sales Quota销售反馈功能Sales Response Function销售领域Sales Territory销售预测Sales Forecast销售专集Sales Literature销售组合Sales Mix小组讨论Group Discussion心理图案学Psychographics心理戏剧Motivational Theater心智索引Mindex心智占有率Share of Mind新奇士Sunkist新人训练Orientation Training形象Image虚荣效应Snob Effect选择性分销Selective Distribution雪佛兰Chevrolet雅皮YUPPY眼睛轨迹研究Eye Tracking Research扬雅广告公司Young & Rubicam样品Sample一次性购物One-stop Shopping一手资料Primary Data伊莱克斯Electrolux宜家IKEA移情作用Empathy意见领导Opinion Leader因果性调研Causal Research营销会计稽核Marketing Audit营销近视Marketing Myopia营销组合10P’s营销组合4C’s’营销组合4P’s营销组合Marketing Mix营业额/到达率增长指数Turnover影响力等级Hierarchy of Effects佣金制Commission System由报纸决定(刊登位置) Run-of-paper邮购Mail Order有提示认知Aided Awareness有效贮藏期限Shelf Life诱导转向法Bait and Switch语义差异法Semantic Differential预检验Pre-testing原创性Originality原子状测试Atomistic Test岳母研究Mother-in-law Research载波技术ZAP赞助Sponsorship詹姆士·韦伯扬James Webb Young展览会Exhibition争夺经营Scrambled Merchandising正常商品Normal Goods直递Direct Mail直销Direct Marketing智威汤逊J. Walter Thompson重度消费者Heavy User主持人Moderator主题类化法Thematic Apperception属性特征Attributes住地居民细分法A Classification of Residential Neighborhoods 专家调研Specialist Research资料手册Fact Book自付优惠Self-liquidating Offer棕色商品Brown Goods最终用户End-user。
网络广告术语-中英对照表及解释
定向功能
英文名：Demographic Targeting 中文名：基本数据定向 定义：根据男女、年龄、老少等人口数据投放广告
定向功能
英文名：Behavior targeting 中文名：行为定向 定义：根据人最近或长期的品类关注或者说是生活态度来定向
以每点击一次计费，广告主购买了10个CPC，意味着其投放的广告可被点击10000次。虽然 CPC的费用比CPM的费用高得多，但广告主往往更倾向选择CPC这种付费方式，因为这种付 费真实反映了受众确实看到了广告，并且进入了广告主的网站或页面。
此类方法就有不少经营广告的网站觉得不公平，比如，虽然浏览者没有点击，但是他已经 看到了广告，对于这些看到广告却没有点击的流量来说，网站成了白忙活。
例如，一个旗帜广告的单价是$1/CPM，意味着每一千人次看到这个广告就收1美 元，依此类推，若有1万人次测览了该广告就是10美元。如果一个广告主购买了 30个CPM，其所投放在广告商网页上的广告就可以被测览3万人次。
定价方式
英文名：CPC (Cost per Click) 中文名：按点击计费 定义：根据广告被点击的次数收费 关键词广告一般采用这种定价模式
创意和广告位
英文名：First View 中文名：第一屏 定义：它是我们访问一个页面时，所看到的第一屏.这是投放广告的最佳位置，所以，我 们的广告位一般 都设在这个位置
创意和广告位
英文名：RoadBlock 中文名：独占式广告 定义：同一页面的所有广告位组合在一起卖给广告主，创意往往采用一个主题，甚至广 告位之间还有联系互动
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广告及营销行业英文术语
广告及营销行业英文术语以下属于涉及面很广,有广告营销传播领域的,有数字设计领域的,更有IT领域的, 因为本身数字营销就很多元很说不清楚的东西~很多概念从业人员搞不清楚那该如何沟通如何清楚的向客户去表述呢AD Exchange (广告交易平台)AD Exchange是互联网广告交易平台,类似股票交易平台的作用,但它联系的是广告交易的买方和卖方.国际上有许多知名的Ad Exchange平台,Google旗下的DoubleClick Ad Exchange便是其中一个.Advertorial (软文)广告的一种, 即付费文章, 故意设计成像一篇普通的文章.API(应用程序编程接口/应用程序界面)Application Programming Interface的缩写.是一些预先定义的函数.目的是提供应用程序与开发人员基于某软件或硬件的以访问一组例程的能力, 而又无需访问源码, 或理解内部工作机制的细节.Appeals (述求)Emotional Appeals/感性诉求, Rational Appeals/理性诉求Art Base(美术/设计出身)刚入行不久的同学也许会经常被人问到:“你是Art Base 还是Copy Base”一开始都是被问的一头雾水在广告圈中创意人分出身有两个派系——Copy Base和Art Base. Copy Base指出身于文案, 文字达人 (Copywriter); Art Base就是指出身于美术, 设计, 视觉达人比如你是某公司CD, 你在向别人介绍时可以这么用:“我是xxx公司CD, 我是Art Base”AR(增强现实/扩增实境/混合现实)即Augmented Reality. 是一种实时地计算摄影机影像的位置及角度并加上相应图像的技术, 目标是在屏幕上把虚AS (Adobe Flash的一种脚本语言)ActionScript的简称, 是Macromedia(现已被Adobe收购) 为其Flash产品开发的, 最初是一种简单的脚本语言, 是一种完全的面向对象的编程语言, 语法类似JavaScript.从技术难度上来讲是Flash开发中较为高阶的一种.相对应则是时间轴动画(也有说是逐帧动画).AS(客户服务)AS有时也是Account Service的缩写.ATL (线上)还有BTL呢这个讲起来真是有的讲, 相信平时大家都会被线上线下的概念混淆的团团转…有时间要写一篇关于这两个概念的日记. 互相探讨下其实在无数传统广告的书籍上都有讲这两个概念的. 但是这条线究竟是啥呢ATL即Above The Line; BTL即Below The Line. ATL可以泛指为广告; BTL则是其他销货以外的传播手段. 一般来讲ATL广告是需要购买广告位的, 如TV, Press, Outdoor, Cenema等等; 而BTL通常是一些销售Promo或PR 宣传等… 但是, 到了如今完全数字信息化的时代, 这条Line的界限已经非常模糊, 特别是Online这个概念出现后传统广告人和互动广告人混在一起工作, 他们所理解的线上线下概念可能是完全两回事, 所以平时工作沟通中, 对方说到“线上”“线下”的名词时, 我都通常会问清楚对方表达的是啥概念…Banner Ad (横幅广告)出现在网页上的广告, 就是通常在页面的顶部, 底部,或侧边的块面状广告. 为了让用户点击获取更多信息(比如查看MiniSite或BrandSite)而设计.Big Idea (大创意)首先它是一个相对性的概念, 尤其在如今碎片化时代.又是个很难解释的概念, 众家说法很多.传统上, 引用一本书中的说法: “具有直击人心的销售力, 又有着无限的衍生性, 至少可以用几十年的idea.”Brainstorming (头脑风暴)Brainstorming原指精神病患者头脑中短时间出现的思维紊乱现象, 病人会产生大量的胡思乱想. 美国人奥斯本于1938年借用这点提出了现在这个全新的概念来比喻思维高度活跃, 打破常规的思维方式而产生大量创造性设想的状况. Brainstorming的特点是让参与者敞开思想,使各种设想在相互碰撞中激起脑海的创造性风暴. 当然你也可以理解成“扯淡大会”Brand Loyalty (品牌忠诚度)品牌忠诚度是品牌影响力的重要指标之一. 一般公认的DSLR方面, 佳能的机主品牌忠诚度比较高; LCD TV方面Sharp的购买者品牌忠诚度相当高…Brief/Creative Brief/ (工作单/工作简报/纲要)Agency开始新的工作时作为部门流程和下达工作的书面指令. 通常由Account部门人员在接到客户指令要求或意愿后经提炼写出工作任务单. 通常按项目和工作轻重由不同level的客服或planner相关人员来完成撰写.BSP (博客服务提供商/)即Blog Service Provider. 为个人或者组织提供Blog服务的组织. 其实我们逛网的人大部分都在使用他们的服务国内常有Blogbus, 新浪搜狐博客, donews, Blogcn等国外有blogger, wp, livespaces等.Budget (预算)Buzz Marketing (蜂鸣营销/和WOM类似, 是口碑营销的两种不同的英文说法)口碑营销是指企业努力使消费者通过人脉圈子之间的交流将自己的产品信息、品牌传播开来, 而今各种数字新媒体的流行, 为口碑营销提供了新载体, Buzz有了更多更广的网络环境, 且相对传统的而言, 成本低廉, 传播迅速, 追踪和评估也更容易.更多可以参阅两本书: Mark Hughes的Buzzmarketing, 和颜炳荣的口碑营销Campaign (广告活动/战役)Advertising Campaign(广告战役) 指在某一特定市场上为实现某一目标所集中进行的大规模的广告活动, 可以是略的一种体现.Click (点击量/点击次数)即Click Through, 用户点击网络广告的次数, 是评估广告效果的指标之一.Click Rate (点击率/点进率)即Click-Through Rate, 简称CTR. 网络广告被点击的次数与访问次数的比例, 即Clicks/ Impressions. 如果这个页面被访问了100次, 而页面上的广告被点击了20次, 那么CTR为20%. CTR是评估广告效果的指标之一.CMS(内容管理系统)Content Management System缩写.别被它的名字给唬住了, CMS可大可小, 它是一个很广泛的称呼, 从一般的博客程序后台, 到综合门户的网站管理程序都可以被称为内容管理系统.CMS具有许多基于模板的优秀设计, 可提高网站开发的效率减少开发成本.COB (工作日结束时)Close of Business的缩写. 也有打烊, 停止营业等意思.Consumer Insights (消费者洞察)在营销的领域里, 您常会在项目进行中听到”Consumer Insight”, 也就是从对消费者心理的了解, 从消费者的想法去找到广告的诉求或定位.Copy (文案)即指文案(文字), 也指撰稿人(CW/Copy Writer). 如对广告公司五花八门的职位一知半解想弄清楚的, 请移步至老日志“广告公司互动公司职称头衔中英文对照表”Copy Base(文案出身)前面Art Base的名词解释中已有阐述, Copy Base即指出身于文案Corpor(企业形象片)即Corporation Image.CPC (点击成本)即Cost Per Click, 广告为每个用户点击所付的费用; CPC是评估广告效果的指标之一.CPM (千人成本)即Cost Per Thousand Impression, 广告主为它的广告显示1000次所付的费用; 如果一个Banner广告单价是￥10/CPM,意味着每被1000人次看到就收￥10; 如此类推, 每10000人次看到就是￥100, CPM是评估广告效果的指标之一.Creative Pyramid (创意金字塔)要理解这个就要先了解“金字塔原理” 自个人搜索去比如: Information –> Analysis –> Creative.CRM (客户关系管理)CRM是一种以客户为中心以信息技术为手段的“经/营”策略. CRM不仅仅是软件系统, 它的核心是客户细分和客户价值定位, 所表现出来的空间不是软件所能影响的DEMO (演示)Demonstration的缩写Digital Marketing (数字营销)这个词解释这里是绝对做不到以一概全, 既然是扫盲, 还是大概解释下: Digital Marketing是使用数字媒体来推广产品和服务的实践活动. 数字营销包含了很多互联网营销(俗称网络营销) 中的技术与实践, 但它的范围要更加广, 还包括了很多其它媒体渠道, 如: , 数字户外广告(如Taxi上的触摸屏) 等等…技术不断进步, 手段也不断在增加…E-Commerce (电子商务)通过网络等数字媒体销售产品或者服务. 分为:B2B: Business to Business (企业对企业), 比如阿里巴巴;B2C: Business to Custom/Consumer (企业对消费者), 比如, 卓越;C2C: Custom to Custom/Consumer (消费者对消费者), 比如eBay, 淘宝, 拍拍.E-Coupons (电子优惠券, 包含等其他数字平台)可供打印优惠券的一个页面或电子档. 甚至是QR Code.FYI/FYR (供参考)即For Your Information / For Your Reference的缩写. 供您参考的意思. 在工作邮件中这是常见的在上级对下级的信中多见.eDM (线上直邮/电子邮件广告)Online Direct Mail Advertising/Electronic Direct Mail AdvertisingHouse Ads (自我形象广告/自家广告)in-House Ads 从字面上就不难理解比如, Google很少做广告, 但Google从今年一月起在推Chrome时开始在YouTube替Chrome做广告, 这就是一种House AdIA(信息架构)Information Architecture的缩写.IGA (网游植入广告)即In-Game Advertising. 是指在游戏中的嵌入式商业广告. 通常分为内嵌式、外挂式和独立交互式三种. 国内酷动、NGI、天街、IMG、SPT这几家都是比较知名的Agency.IM (即时通讯)Instant Messenger. 就是即时通讯软件, 常用的IM有Gtalk, , MSN, Skype, ICQ, AIM, 淘宝旺旺, 雅虎通, 网易泡泡等等…Insights (洞察)多见的词条如”Consumer Insight” 前面有解释过.Integrated Marketing (整合行销/整合营销)运用多样媒体组合(我们多指传统结合数字媒体), 偏重多点广告诉求、注重不同类型消费者需求, 全方位、立体化的营销方式.Interactive Design/Interaction Design(交互设计/互动设计)这个名词真的要好好说一下, 我碰到有很多互动行业内的同学直接把这个名词简单理解成网页界面设计, 甚至个别已经理解成单纯的Flash设计. 这是不对的交互设计的概念早在80年代就提出来了. 在我的理解里, “交互”这个概念已经完全替代了“使用”, 使用是主观的不可逆转的行为方式, 而交互是互动式的. 交互设计的目的便是了解目标用户和他们的期望; 了解“人”本身的心理和行为特点; 了解用户在同产品交互时彼此的行为. 所以交互设计涉及到许多学科(心里学, 人机工程学等首当其冲) 扯的有点多了,这里所说的当然多指进行Web Design时的交互设计, 但这并不仅仅是界面视觉上的设计, 在界面上可以更美, 更艺术化但交互设计更加注重网站和用户之间交互的过程.Flash设计之所以较容易被同学们直接和交互设计划上等号是因为Flash这个载体的互动性较之以往的图片文字等更强Interactive Marketing/Advertising (互动营销/广告)交互式广告, 一种利用交互式媒体(如Internet、IPTV、WAP、SMS以及亭式终端等媒体) 在线上或线下来推广或影响用户购买、达到用户与品牌广告主双向传播目的的广告形式.Internet Marketing (网络营销/互联网营销)网络营销, 通常被我们直接叫成’互动营销’或’在线营销’甚至’数字营销’ (主要是因为目前在数字营销领域Internet还是占有主导地位), 把互联网的创意和技术方面联系在一起, 包括设计, 开发, 广告和销售等. 而网络营销是使用“网络”这个媒介来培养和推广的过程, 不是简单地表示“建一个网站”或者“推广一个网站”, 在网站背后, 是一个带有明确目标的组织.KPI (关键绩效指标)即: Key Performance Indicator/Key Performance Index . 网络营销领域可简单理解为“工作成果的评估”.KV (主视觉, 主画面)Key Visual的缩写. 它可能不是一张平面广告或者海报, 它可以没有Idea甚至可以没有Solgan.Key Visual只是一个画面.一个可能被用到各种媒体的画面.那个KV也许就是一个明星手里拿着一瓶饮料对着镜头傻笑…Local Agency/Advertising (本土代理商/本土广告公司/地方广告公司)一般相对国际广告公司(International Agency, 4A Agency…).Microsite (微型网站)微型网站是设计用来满足单独的目标, 有独立的网址(或一致资源定址器URL) 作为它的主页. 一般来说我们所说的微型网站是设计来推广更大的企业网站的特定部分或品牌的.Minisite (迷你网站)Minisite关注一个窄的对象, 或者有时是一个大站点的一小部分, 相似的名词术语有Microsit和Sitelet. 相关的术语实在是很多了…On Brief (符合简报的创意)这个词应该是在4A里创造出来的Online Marketing (线上营销)线上营销, 和Internet Marketing基本一个概念. 叫法不同Page View (浏览量/访问量)简称PV. 网页被浏览的总次数. 一个用户有可能创造十几个甚至更多的PV, 用户每次刷新即被计算一次(因此现在虚假刷PV的网站很多); 是目前判断网站访问流量最常用的计算方式之一, 也是反映一个网站受欢迎程度的重要指标之一. 另外还有两个重要指标:UV (独立访客): 即Unique Visitor/User, 访问您网站的一台电脑客户端为一个访客, 00:00-24:00内相同的客户端只被计算一次.IP (独立IP): 即Internet Protocol, 指独立IP数. 00:00-24:00内相同IP地址之被计算一次.Quotation (报价/引用)这个词一般有两种意思, 查一下字典就有了一般工作中用到多以估价、报价为意; 而网络上, 特别是如论坛、博客的功能选项中也会经常碰到, 多数引用的意思PPM (拍摄前会议)即: Pre-Production Meeting. 一般在拍TVC或广告硬照前, 影视制作公司与Agency一起和客户开会讨论拍制的方向性问题.Promotion (促销)促销是指企业利用各种有效的方法和手段, 使消费者了解和注意企业的产品、激发消费者的购买欲望, 并促使其实现最终的购买行为.促销的实质是信息沟通.市场营销学一般把Promotion分为五大方法或手段: 广告(Ad)、人员推销(Personal Selling)、销售促进(Sales Promotion)、直接营销(DM)和公共关系(PR).Rich Media (富媒体)富媒体指的是一种应用, 这种应用采取了所有适合的最先进技术, 以最好的传达广告主的信息, 甚至与用户进行互动目前通过2D或3D的Flash、Video、Audio、Java等技术产生的网络广告形式较之前的Gif Banner而言, 信息承载量大, 表现丰富, 形式多样ROI (投资回报率)即: Return On Investment. 在网络广告领域, 让消费者/用户实现某种行为所花费的成本来衡量ROI, 即CPX (Cost Per X), 其中”X” 可以是广告曝光率, 也可以是用户的访问, 还可以是Click, 乃至用户的下订单购买等等诸多行为.所以业界形成了一些约定俗成的Cost Per X, 例如之前有讲的CPM, CPC, Cost Per Play…RSS (新闻聚合技术)即Real Simple Syndication, 新闻聚合技术. 具体解释请点这里RSS Reader ( RSS阅读器/订阅器)一种应用程序, 一般有Web版(如Google Reader, Xianguo, Zhuaxia)和客户端(如周博通)两类, 用于订阅和检测所订阅的RSS信息源(也叫种子).SEO (搜索引擎优化)即Search Engine Optimization. 通过总结搜索引擎的排名规律对网站进行合理优化, 使你的网站在各搜索引擎(如百度,Google)的排名提高, 让搜索引擎给你带来客户SEM (搜索引擎营销)即Search Engine Marketing. SEM就是企业利用搜索引擎来进行网络营销和推广. 搜索引擎排名营销是一个非常管用的网络营销途径, 就拿Google来说, 每天在Google的搜索达数亿人. 如果你的网站能在搜索结果中排名第一页或第一名的话, 想想会给你带来多少生意~ShowReel (作品集视频)视频形式的作品展示, 不少影视制作公司, 广告公司, 导演乃至个人影像从业者都会制作的以展示实力的短片.一般定期出一段, 如每一年、每一季或每个月(产量惊人啊~)Slogan(口号/标语/广告语)如: “科技以人为本”、“让我们做得更好”、“没有最好只有更好”、“大家好才是真的好”…Spam (垃圾信息)你并不想要收到的电子邮件(垃圾邮件), 网站、论坛、博客留言甚至是IM信息等等都可以叫SpamStoryBoard (故事版)故事版由迪士尼发明, 当初主要用于动画制作领域, 处于它的优势优点, 逐渐运用到电影电视及广告制作等来表达故事或创意想法.在广告创意领域故事版通常为手绘形式, 作用主要是在初期将创意进一步视觉化Shooting Board:Shooting Board与StoryBoard并完全不一个意思, Shooting Board是经导演消化后的StoryBoard, 有更多的分镜细节, 较之StoryBoard更为详细.不过有时也可以把StoryBoard当作Shooting Board.StoryLine(故事大纲)故事情节, 故事主线, 故事列…Stickiness (粘性)一个网站对用户吸引度的标准, 即一定时间段内, 用户的回访次数. 次数越多粘性越高.Strategy (战略/策略)个人认为策略是个很模糊的概念, 还分产品策略, 传播策略, 销售策略等等… 在广告领域, 我们多数谈的是传播策略, 也就是通俗意义上的广告策略. 我把它简单的理解为: 为广告活动策定的计划. 指定广告战略钱的疑问: 传播对象传播内容是什么怎么说什么时候说在哪说Streaming (流媒体)在线访问的通信渠道, 如视频和音频. 可以是事先保存好的可访问剪辑, 也可以是用流式传输技术的实时信息源, 如网络广播等格式就有很多了, 从以前的rm, ra, wmv, wma, asf到现在主流的flv, 还有苹果的mov…Target Audience (目标受众)缩写TA, 大概的讲就是广告投放对象.TVC/CF (电视广告/影视广告)TVC是TV Commercial的缩写, 即为电视广告; CF是Commercial Film的缩写, 意为影视广告, 而非单纯的电视广告, 因为CF是胶片拍摄, 能在影院播放, 但因国内多在电视上播放, 因此常指电视广告所以有时会连写成: TVCFURL (统一资源定位、网址)Uniform Resource Locator. 网上某个页面(文件) 唯一可鉴别的地址. 简单的可以理解为“网址”. 比如””就是本站的URL.Usability (可用性)是交互设计中的重要指标, 同时又是基本指标. 就是作为商业交互设计中所追求的一个指标. 它是对可用程度的总体评价, 更是从User角度衡量产品(我们这里多指网站) 是否有效、易学、安全、高效、好记、少错的指标UE/UX (用户体验)User Experience的缩写. 在Online领域, 讲的俗点, 可以说是:“浏览者看我们的网站时的感觉怎么样爽还是不爽还是没感觉.”比如我们经常会听有人说:“这个网站的用户体验做的太他妈烂了~”, 这有可能是那个网站“字太小看不清了、导航设置很模糊找不到北了、颜色太花晃眼晕了、内容太多挑花眼闷了、编排布局太乱不知道看啥了等等表面情况”造成那个人不爽了, 直接关掉窗口老子不看了也有可能是某些信息量大的平台的整体信息架构不太合理让人用起来不那么顺手了等情况. 不单网站, 电子产品、家用电器、家居用品等等都可以用用户体验这个概念来衡量其好坏可以是理性层面上的好不好用, 更可以是感性层面上的爽不爽UCD (User Experience Design)UCD就是以用户为中心的设计. 概念解释我不会, 举例子吧: 我们创意部的同学出Layout通常会先把自己放第一位, 觉得不做自己不喜欢的然后再去考虑客户会不会喜欢然后客户给feedback, 再回来改一下, 几个回合下来最后也没好好去考虑使用网站的人会不会喜欢我始终认为, 设计是一种带有明确目的创造行为. 就是去创造一个能给消费者和企业带来价值的产品UED (User Experience Design)即: 用户体验设计. UED的使命就是让用户用我们开发的产品时觉着爽Viral Marketing (病毒式营销/病毒性营销)近几年当互动新媒体兴起后, 病毒营销的概念被炒的很高噢病毒营销是网络营销中的一种非常常见的方法(比如最近那段上海美女富婆发飙拉拖车的病毒视频), 利用的是用户口碑传播原理, 在互动媒体上(常见为英特网)特别当互联网进入时代后, 口碑传播变得更为迅速, 可以像病毒一样迅速蔓延, 因此病毒营销成为一种高效且低支出的信息传播方式. 不过在传播中也有其一定弊端, 信息的准确性无法控制就是一大缺点之一相关词汇:Word-of-mouth Communication (WOM/口碑传播)Buzz Marketing (蜂鸣营销/口头宣传营销/和WOM类似, 是口碑营销的两种不同的英文说法)Viral Video (病毒视频)WBS(工作分解结构)Work Breakdown Structure的缩写, 是项目管理重要的专业术语.以可交付成果为导向对项目要素进行的分组, 它归纳和定义了项目的整个工作范围.Web概念性的东西搜一哈一大把, 这里不讲. 笼统的说就是信息发布方式的转变, 由“组织”–>“人”的方式变为“人”–>“人”.总之, 这仅仅是个概念. Web , 都来了…Widget (小部件/小玩意/窗件/插件/小玩具…这个我还真想不出个合适的解释来了)一个拥有有图形化界面的小应用程序, 能够完成有高度针对性的特定的任务. 通过软件(如苹果的Dashboard或者Yahoo Widgets引擎) 集成到网页中或者运行在电脑的桌面上。
网络广告术语--中英对照表及解释
定向功能
➢英文名：Demographic Targeting 中文名：基本数据定向 定义：根据男女、年龄、老少等人口数据投放广告
定向功能
➢英文名：Behavior targeting 中文名：行为定向 定义：根据人最近或长期的品类关注或者说是生活态度来定向
创意和广告位
➢英文名：First View 中文名：第一屏 定义：它是我们访问一个页面时，所看到的第一屏.这是投放广告的最佳位置，所以，我 们的广告位一般 都设在这个位置
创意和广告位
➢英文名：RoadBlock 中文名：独占式广告 定义：同一页面的所有广告位组合在一起卖给广告主，创意往往采用一个主题，甚至广 告位之间还有联系互动
性的信息传播方法，包含下列常见的形式之一或者几种的组合：流媒体、声音、 Flash、 以及Java、Javascript、DHTML等程序设计语言。富媒体可应用于各种 网络服务中，如网站设计、电子邮件、BANNER、BUTTON、弹出式广告、插播 式广告等。
创意和广告位
➢英文名：Pop-up 中文名：弹出窗口广告 定义：在已经显示内容的网页上出现的具有独立广告内容的窗口。 在内容页面加载同时再打开一个新窗口显示创意，并把该广告创意设为活动窗 口，所以创意所在窗口在内容页面上面
看到了广告，对于这些看到广告却没有点击的流量来说，网站成了白忙活。
定价方式
➢ 英文名：CPA (Cost per Action)
中文名：按行动计费
定义：对于用户行动有特别的定义， 包括形成一次交易、获得一个注册 用户、或者对网络广告的一次点击 等
➢ 英文名：CPS (Cost per Sale)
营销专业术语中英文对照（2）
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Matsushita 日本松下电子mature conformists 成熟的随大流者mature markets 成熟市场mature stage of product life cycle 产品生命周期的成熟阶段McDonald's 麦当劳McDonnell Douglas 麦道公司MCI电讯公司（前世界通信公司）MDSS (Marketing-Decision Support System) 市场决策支持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准media audiences 媒体受众medical and health services 医疗卫生服务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product development 产品开发product dimension or attributes 产品维度/属性product evolution 产品演变product features 产品特征product intent share 产品倾向份额product leadership 产品领导能力product life cycle (PLC) 产品生命周期product life cycle curve 产品生命周期曲线product line 产品线product manager audit 产品经理审计product offering 供应品product organizaiton of salesforce 按产品组织销售队伍product policies 产品策略product positioning 产品定位product quality 产品质量product scope 产品范围product space 产品位置product specifications 产品规格product systems 产品体系product type 产品类型product usage 产品用途product 产品product(ion)-oriented organization 产品/生产导向型组织production 生产product-line pricing adjustments 产品线定价调整product-management organizational structure 产品管理组织结构product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品的市场特征product-use testing 产品使用测试pro-environment 环保profit impact of market strategy (PIMS) 市场战略的利润影响profitability analysis 盈利性分析profitability 盈利性/盈利能力profitable survivor strategy 有利可图的生存者战略project-company resource compatibility 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psychological 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Qqualifying 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RR & 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 strategyreactor strategy 反应型战略real estate 房地产rebates 回扣recall tests 记忆测试receiver 接收者reciprocity 利益互惠recognition of problem/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retailer 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 竞争决定因素rivalry 竞争对手Robert Miles 罗伯特·迈尔斯Rockwell 洛克威尔Rolex 劳力士Rolls-Royce 劳斯莱斯roster 名册Rover 罗佛公司Ssalary 薪金sales agents 销售代理商sales analysis by customer 顾客销售分析sales analysis by order size 订货规模的销售分析sales analysis by product 产品销售分析sales analysis by territory 区域销售分析sales analysis 销售分析sales forcasting 销售预测sales force estimates 销售人员估计sales force size 销售队伍规模sales force 销售队伍sales forecasting 销售预测sales management 销售管理sales organization 销售组织sales performance 销售表现/业绩sales personnel incentives 销售人员激励sales personnel 销售人员sales planning 销售计划sales potential 销售潜力sales promotion 销售促进/促销sales territory 销售地区sales trends 销售趋势sales 销售额sales/price reduction 销售/价格下降sample design 样本设计sample size 样本大小sampling 抽样sampling 提供样品scale efficiency 规模效率scaled measures 比例测度scoring models 评判模型screening of ideas 创意筛选sealed bidding 招标Sears 西尔斯secondary sources 第二类/次要数据second-but-better new-product development strategy 后者居上型新产品开发战略security 证券业segmentation and targeting 细分与目标选择segmentation criteria 细分标准segmentation descriptors 市场细分变量segmentation 市场细分Seiko 日本精工株式会社（全球著名的打印机生产商）selective demand 选择性需求selective distribution 选择分销selective exposure 选择性接触selective perception 选择性感知/理解selective retention 选择性保留self-employed person 独立经营的个人self-managing teams 自我管理团队self-oriented 自我导向型selling groups 销售团队selling proposition 销售计划/提议selling 推销/销售service guarantees 服务保证service industry 服务产业service organization 服务组织service quality 服务质量service 服务serviceability 服务能力serviceability 适用性services channels 服务渠道servicing products 服务产品servicing the account 客户服务setting quotas 确定定额shake-out stage 动荡阶段shared programs/facilities 分享计划/设备share-growth strategies for followers 追随者的市场份额增长战略shareholder value 股东价值share-maintenance 份额保持Sherman Act, USA 美国谢尔曼法案shopping goods 消费品short-term memory 短期记忆signal vehicle/carrier 信号载体simulated test marketing 模拟市场测试single-factor index 单因素指数法single-line mass-merchandiser stores 单一类型产品专营连锁店SKF 瑞典轴承公司skimming and early withdrawal 撇脂与尽早撤离战略skimming pricing 撇脂定价法sleepwalker/contented underachievers 梦游者/很容易满足的人slotting allowance 安置津贴social acceptability 社会可接受性social class 社会阶层social objectives 社会目标sociocultural environment 社会文化环境soft goods 非耐用品soft technology 软技术sole ownership entry strategy 独享所有权的进入战略Sony 索尼source credibility 信息来源的可信度source 广告信息来源sources of data 数据来源sources of new-product ideas 新产品创意来源speciality goods 特殊品speciality retailers 专营零售商speciality stores 专营商店specialization 专门化spokesperson 代言人Sprint 斯普林特Standard Industrial Classification (SIC) 标准工业分类代码standardization strategy 标准化战略standby positioning 备用定位staple goods 日常用品Starbucks 星巴克stars 明星类statement of job qualifications 工作要求说明stock levels 库存水平stockless purchase arrangement 无存货采购计划store brands 零售商品牌straight commission compensation plan 纯佣金制薪酬方案straight rebuy 直接再购straight salary compensation plan 纯薪金制薪酬方案strategic alliances 战略联盟strategic business unit (SBU) 战略经营/业务单位strategic control 战略控制strategic fit 战略协调性strategic group 战略组strategic inertia 战略惯性strategic intent/objective 战略目标strategic marketing program 战略营销计划strategic pricing objectives 战略定价目标strategic withdrawal 战略撤退strategy constraints 战略影响因素strategy formulation and implementation 战略制定和实施strategy implementation 战略实施strategy reassessment 战略重估subculture 亚文化subfactor 次级因素substitute goods 替代品substitution threat 替代产品的威胁success rates 成功率Sumitomo住友商事Sun Microsystems 太阳微系统supermarkets 超级市场supplementary media 辅助性广告媒体suppliers' bargaining power 供应商的讨价还价能力surrogate products 替代产品survey 调查survival pricing 生存定价法sustainable competitive advantage 可持续的竞争优势sweepstakes 彩票抽奖switching cost 转换成本symbols 符号synergy 协同作用Ttabulation 制表Taco Bell 塔可钟tangibility 有形性Tantem Computerstarget audience 目标受众target level of product quality 产品质量标准target or hurdle level 目标或难度水平target return price 目标回报价格targeting strategy 目标市场选择战略targeting 目标市场选择taste 口味/喜好team selling 团队销售technical selling 技术销售telecommunications industry 电讯产业telemarketing 电话销售television audience measurement 电视观众测量television home shopping 电视家庭购物territorial restrictions 地区限制territories 区域territory design and deployment 区域设计及部署territory inventory 地区存货test marketing 市场测试testing new product 测试新产品the American Association for Public Opinion Research 美国公共意见研究协会the Council of American Survey Research Organization 美国调查研究组织委员会the Fishbein Model 菲什宾模型the Marketing Research Association 营销研究协会theatre tests 现场测试threat of new entrants 新进入者的威胁three order-hierarchy models 三阶段层级结构模型Tide 汰渍Tiffany 达芙妮Time 《时代周刊》time frame 时间框架/要求time pricing 时间定价time utility 时间效用Timex 天美时title 所有权Toshiba 东芝total cost 总成本total quality managemnt (TQM) 全面质量管理tough customer 苛刻的顾客Toyota Motor Corporation 丰田Toys 'R' Us 美国著名玩具零售商tracking and monitoring 跟踪与监控trade mark 商标trade promotion 贸易促销trade selling 贸易销售trade/functional discounts 贸易/职能折扣trade-in allowance 以旧换新折让trading companies 贸易公司traditional stores 传统商店training 培训transactiional efficiency 交易效率transaction cost analysis (TCA) 交易成本分析transportation 运输trends 趋势turnkey construction contract 监督建筑契约turnover 人员流动two-sided presentations 双向信息陈述tying contracts 附带条件的合同Tylenol 泰诺types of adverstising 广告种类types of brand 品牌种类types of costs 成本种类Uultimate customers/end users 最终顾客/用户underlying dimension 基本组成要素uniform delivered pricing 统一运费定价法Unilever 联合利华Union Pacific Railroad 联合太平洋铁路unit cost 单位成本unit sales 单位产品销售额unitary price elasticity 单位需求价格弹性Universal Product Code (UPC) 统一商品编码universe （样本）总体unrelated/conglomerate diversification 复合多元化unsought goods 非渴求产品UPS 联合包裹服务US Patent Office of the Department of Commerce 美国商务部专利局USA Today 《今日美国》usage 用途use tests 使用测试users 使用者utility/price relationship 效用/价格关系VVALS2 价值与生活方式体系2value 价值value-based planning 价值基础计划variability 变化性variable costs 可变成本variable incentive 可变激励措施variance decomposition analysis 偏差分解分析VCR (video cassette recorder) 录像机vending sales 自动售货业vending-machine operators 自动售货机经营商vendor analysis 供应商分析vertical integration 垂直/纵向一体化vertical marketing systems (VMS) 垂直营销系统vision 愿景Volvo 沃尔沃WWall Street Journal 《华尔街日报》Wal-Mart 沃尔玛Walt Disney 迪斯尼want 欲求warranty 质量保证weight 加权Wella 维拉Wendy's 温迪Whirlpool 惠而浦wholesale clubs 批发俱乐部wholesaler-sponsored voluntary chains 批发商发起的自愿连锁wholesaling trends 批发趋势win-back program 赢回（顾客）方案working capital investment 周转资金投入workload approach 计算工作量方法World Wide Web (WWW) 万维网XXerox 施乐YYamaha 雅马哈young urban trend setters 年轻的城市潮流领导者Zzero defect 零缺陷zone pricing 分区定价法。
Marketing市场营销专业词汇中英文对照表
市场营销专业词汇中英文对照表Marketing Management营销管理New Products Development新产品开发Service Industry Marketing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accessibility 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before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试blue collars 蓝领bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand's equity 品牌的价值break-even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度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business 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 situation 采购情况/类型buying task 采购任务capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel conflicts 渠道冲突channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道choice criteria 选择标准closing a sale 结束销售clothing retailers 服装零售商co-branding 联合品牌code of ethics （职业）道德标准coercive power 强制权cognitive dissonance 认识的不协调collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体company personnel 公司员工comparative advertisements 比较广告comparison of brands 品牌比较compensation deals 补偿处理compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 补偿性的competition-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 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contribution 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counter trade 对等贸易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data confidentiality 数据保密data research 数据研究data sources 数据来源dealers 经销商deceptive advertisements 欺骗性广告deciders 决策者declining markets 衰退市场decoding 解码defect rate 缺陷率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略defensive positioning 防御性定位delivery time 交付时间delivery 配送demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 可靠性deregulation 放松管制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 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 labels) 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domestic target marketing strategies 国内目标市场定位的营销战略dropping products 放弃产品dual/two channel distribution systems 双重分销系统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entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit （公司）伦理审计ethics of marketing 营销伦理道德ethnic composition 种族构成European Community 欧共体evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估event sponsorship 事件赞助event 活动everyday low-price (EDLP) 天天低价evoked set 引发的组合evolution of market 市场演变exchange 交换exclusive dealing 独家销售exclusive distribution 独家分销executive summary 执行摘要exhibition media 展示广告媒体existing market 现有市场exit barriers 退出壁垒expansion path 扩张途径expectation measures （顾客）预期测度expectations of customers 顾客期望expected unit sales 预计产量expected value 期望价值experience curve 经验曲线experimental research 实验性研究expert power 专长权exploratory research 探索性研究export agents 出口代理（商）export jobbers 出口批发商export management company 出口管理公司export merchants 出口贸易商export 出口exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额external data sources 外部数据来源external environment 外部环境extrapolation of past sales trends 过去销售趋势推测法facilitating agencies 辅助/中介机构factor analysis 因素分析法fads 时尚family branding 家族品牌family life cycle 家庭生命周期family structure 家庭结构farm products 农产品fast-moving consumer goods (FMCG) 快速变动的消费品fear appeals 恐惧/顾虑诉求features 特征Federal Department Stores 联邦百货商店Federal Trade Code （FTC) 联邦贸易法案FedEx (Federal Express) 联邦快递feedback data 反馈数据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games 比赛gap 差距gatekeepers 信息传递者general behavioral descriptors 一般行为变量General Electric (GE) 通用电气General Foods Corporation 通用食品general merchandise discount chains 大众商品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布geographical organization of sales force 按地区组织销售队伍Gillette 吉列剔须刀global adjustments 全球调整global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制global markets 全球市场global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场globalization 全球化global-market expansion 全球市场扩张goals 总目标going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制greenhouse effect 温室效应grey market 灰色市场gross domestic product (GDP) 国内生产总值gross margin 毛利gross national product (GNP) 国民生产总值gross profit 毛利gross rating points (GRPs) 总级别指数group/category product manager 类别产品经理growing markets 成长市场growth rate of market 市场增长率growth stage of product life cycle 产品生命周期的成长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leaders 市场领导者的市场增长战略growth-market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 保证/担保guarantees 保证Gucci 古琦（世界著名时装品牌）Haagen-Dazs 哈根达斯hard technology 硬技术Harvard Business Review 《哈佛商业评论》harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations (HMOs) （美国）卫生保健组织heavy buyer 大客户Heileman Brewing CompanyHeinz 亨氏食品helpfulness 有益性Henkel 汉高Hertz 赫兹（美国汽车租赁巨头）Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商high market share global strategy 高市场份额全球战略high-contact service system 高接触服务系统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influences 影响者info-communications industry 信息通信行业infomercials 商业信息广告information age 信息时代information search 信息搜集information technology 信息技术information 信息informative 告知性的ingredient 成份in-home personal interview 个人家庭访谈in-house use tests 内部使用测试innovation 创新innovativeness 创新性installation 设施in-store display 店内展示in-store positioning 店内布局in-store promotion 店内促销intangibles 无形integrated marketing communication plan (IMC) 整合营销传播计划integration of perception 感知整合integration 整合Intel 因特尔intensity of market position 市场地位的集中程度intensity 集中程度intensive distribution 密集型分销interactions across multiple target markets 多目标市场间的相互作用interactive media 交互式媒体interest rates 利率internal data sources 内部数据来源internal marketing 内部营销internal organizational structure 内部组织结构international advertising 国际广告international channels 国际分销渠道international division 国际分部international marketing 国际营销international organizational design 国际组织设计internationalization of services 服务的国际化introductory stage of product life cycle 产品生命周期的推出阶段inventory level 库存水平investor relations advertising 投资关系广告issue advertising 观点广告jobbers 批发商Johnson & Johnson 强生joint ventures 合资jury of executive opinion 行政管理人员群体意见法just noticeable difference (JND) 恰巧注意到的差异just-in-time (JIT) management system 准时制管理体系just-in-time purchasing arrangements 及key account management 主要客户管理key accounts 关键客户key benefits 核心利益key environmental issue identification 确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户laboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级结构legal services 法律服务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Loyd's of London 伦敦劳埃德保险公司localization strategy 本地化战略location pricing 场所定价location 位置lodging 房屋出租logistical alliances 后勤联盟long-term memory 长期记忆lost customer 失去的顾客Louis Vuitton 路易·威登（法国著名时尚品牌）low-contact service system 低接触服务系统low-cost defender 低成本防御型low-cost position 低成本地位low-involvement hierarchy 低参与程度层级结构macro risks 宏观风险macro-environment 宏观环境macro-segmentation 宏观细分mail-order retailers 邮购零售商maintaining market share 保持市场份额maintenance strategy 保持战略management overhead 管理费mandatory adaptation 强制性适应manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives 生产商的代理商/销售代表manufacturers' export agents (MEA) 制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/分支机构manufacturing process 制造过程manufacturing 制造业market aggregation strategy 整体市场战略market attractiveness factors 市场吸引力因素market attractiveness 市场吸引力market attractiveness/business position matrix 市场吸引力/业务地位矩阵market circumstances 市场环境market demographics 市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战略market exclusion 市场排斥market expansion strategy 市场扩张战略market factors 市场因素market followers 市场跟随者market growth rate 市场增长率market hierarchy 市场等级market inclusion 市场纳入market leaders 市场领导者market measurement 市场测量market opportunity analysis 市场机会分析market oriented 以市场为导向的market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜力测度market research 市场研究market segment 细分市场market segmentation 市场细分market share 市场份额market targeting 目标市场选择market 市场marketability 市场开拓能力market-entry strategies 市场进入战略marketing action plan 营销行动计划marketing audit 营销审计marketing channel 营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制marketing decision support systems (MDSS) 营销决策支持系统marketing environment audit 营销环境审计marketing flows and functions 营销过程和职能marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响marketing information system 营销信息系统marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合marketing policy 营销策略marketing productivity area audit 营销生产力领域的审计marketing program components 营销计划内容marketing program 营销计划/方案marketing relationship 营销关系marketing research 营销研究marketing strategy 营销战略market-management organizational structure 市场管理组织结构mark-up price 产品/溢价价格Marlboro 万宝路Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场渗透战略mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构Mitsubishi 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microsegmentation 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mono segment positioning 单一细分市场定位Monsanto 孟山都农业生物技术公司moral appeals 伦理/道德诉求morals 道德Motorola 摩托罗拉multichannel distribution 多渠道分销multidimensional scaling 多维等级法multilevel selling 多级销售multinational corporations (MNCs) 跨国公司multiple test markets 多测试市场multiple-brand strategy 多品牌战略multiple-factor index 多因素指数法multisegment positioning 多重细分市场定位mutual trust 相互信任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 stock-outs 迟滞数目object-and-task method of promotion budgeting 目标-任务促销预算法objectives and strategy area audit 目标与战略领域的审计objectives 具体目标observation 观察法occupancy costs 房屋占用成本occupation/position 职业/职位odd pricing 奇/余数定价法OEM (original equipment manufacturer) 原始设备制造商overall quality 总体质量off-invoice discounts 发票之外的折扣offsets 抵消交易Omega 欧米加on-air testing 广播测试OPEC (Organization of Petroleum Exporting Countries) 欧佩克（石油输出国组织）opening relationships 建立关系operating supplies 生产供应品operational excellence 运作管理水平opinion leaders 意见领导者opportunity cost 机会成本opportunity identification 机会识别opportunity/threat matrix 机会/威胁矩阵order cycle time 订货周期order processing 订单处理organizational level 组织层次organizational requirement planning 组织需求计划organization area audit 组织领域的审计organization buying center 组织采购中心organizational customer 组织顾客organizational direct selling 组织直销organizational markets 组织市场organizational purchasing 组织采购organizational structure 组织结构outdoor enthusiasts 户外运动爱好者out-of-home media 户外广告媒体overall cost leadership 全面成本领先overheads 日常开支overseas direct investment 海外直接投资ownership of new product 新产品所有权packaging 包装panel of experts 专家小组parentage 渊源parties involved 交换中的各方payment terms 支付条款pay-off control 支出控制penetration pricing 渗透定价Pepsi-Cola 百事可乐perceived customer value 顾客感知价值perceived quality 感知到的质量perceived value 感知到的价值percentage of sales promotion budgeting method 销售额百分比促销预算法perceptions of consumers 消费者感知/理解perceptual (product) positioning 感知（产品）定位perceptual map 感知图perceptual organization 感知组织perceptual vigilance 感性的警惕performance dimension 业绩标准performance evaluation 业绩评估performance measures 表现/业绩测度performance objective 绩效目标performance standards 绩效标准performance 功能perish ability 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 identification 确定问题process management 过程管理Procter & Gamble (P&G) 宝洁公司product line 产品线product availability 产品的可获得性product category 产品类别product class 产品类别product decisions 产品决策product design 产品设计product development 产品开发product dimension or attributes 产品维度/属性product evolution 产品演变product features 产品特征product intent share 产品倾向份额product leadership 产品领导能力product life cycle (PLC) 产品生命周期product life cycle curve 产品生命周期曲线product line 产品线product manager audit 产品经理审计product offering 供应品product organizaiton of salesforce 按产品组织销售队伍product policies 产品策略product positioning 产品定位product quality 产品质量product scope 产品范围product space 产品位置product specifications 产品规格product systems 产品体系product type 产品类型product usage 产品用途product 产品product(ion)-oriented organization 产品/生产导向型组织production 生产product-line pricing adjustments 产品线定价调整product-management organizational structure 产品管理组织结构product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品的市场特征product-use testing 产品使用测试pro-environment 环保profit impact of market strategy (PIMS) 市场战略的利润影响profitability analysis 盈利性分析profitability 盈利性/盈利能力profitable survivor strategy 有利可图的生存者战略project-company resource compatibility 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psycho-graphics 心理统计特征psychological cost 心理成本psychological 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 parity (PPP) 购买力平价指数push money/spiffs 佣金push strategy 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receiver 接收者reciprocity 利益互惠recognition of problem/need 发现问题/需求recognition tests 认知测试recreation 娱乐业。
Marketing市场营销专业词汇中英文对照表
Marketing市场营销专业词汇中英文对照表市场营销专业词汇中英文对照表Marketing Management营销管理New Products Development新产品开发Service Industry Marketing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accessibility 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before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试blue collars 蓝领bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand's equity 品牌的价值break-even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度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business 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 situation 采购情况/类型buying task 采购任务capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel conflicts 渠道冲突channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道choice criteria 选择标准closing a sale 结束销售clothing retailers 服装零售商co-branding 联合品牌code of ethics （职业）道德标准coercive power 强制权cognitive dissonance 认识的不协调collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体company personnel 公司员工comparative advertisements 比较广告comparison of brands 品牌比较compensation deals 补偿处理compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 补偿性的competition-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 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contribution 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counter trade 对等贸易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data confidentiality 数据保密data research 数据研究data sources 数据来源dealers 经销商deceptive advertisements 欺骗性广告deciders 决策者declining markets 衰退市场decoding 解码defect rate 缺陷率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略defensive positioning 防御性定位delivery time 交付时间delivery 配送demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 可靠性deregulation 放松管制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 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。
市场营销的术语中英文对照表
convenience goods Trade mark DM（Direct Mail） merchant wholesaler business analysis business philosophy commercialization Business Negotiation PP（Previous Period） VAL-PP（Value PP） Social environment Social classes Social marketing Penetration lifestyle ecological environment Time-series analysis fads actionability market market orientation market positioning Value Share market share market development market leader market penetration market penetration pricing MDR MDM MDE market segment market segmentation marketing environment marketing audit marketing information system
FOB-origin pricing TP（TETRA PAK） chain stores combination store P-T（Part-timer） Retailing wheel of retailing concept Retailer Retailer cooperatives RKA（Retail Key Account） fashion monopolistic competition Road Show HBR（Hotel，Bar，Restaurant） AC green marketing Floor Display maslow's hierarchy of needs 3A（Avalible、Able、Adsire） buyer's market MIT（Marketing Inpact Team） Seller’s market GRP（Gross Rating Point） media SPPD（Sales Per Point of Distribution） American marketing POP（Point Of Purchase） Seal-bid pricing Seal-bid pricing intensive distribution intensive growth opportunity freight-absorption pricing Stars Target profit pricing Served market(target market) catalog marketing
营销和广告术语中英对照
营销和广告术语中英对照1. 目标市场 - Target market2. 品牌 - Brand3. 定位 - Positioning4. 价值主张 - Value proposition5. 市场细分 - Market segmentation6. 目标客户 - Target customer7. 市场调研 - Market research8. 竞争分析 - Competitive analysis9. 市场份额 - Market share10. 营销策略 - Marketing strategy11. 售价 - Selling price12. 产品生命周期 - Product life cycle13. 市场渗透 - Market penetration14. 品牌意识 - Brand awareness15. 客户满意度 - Customer satisfaction16. 客户忠诚度 - Customer loyalty17. 市场营销 - Marketing18. 广告宣传 - Advertising19. 销售促销 - Sales promotion20. 市场定价 - Pricing strategy21. 产品差异化 - Product differentiation22. 市场占有率 - Market share23. 市场推广 - Market promotion24. 线下营销 - Offline marketing25. 线上营销 - Online marketing26. 品牌形象 - Brand image27. 市场份额 - Market share28. 社交媒体营销 - Social media marketing29. 品牌认知 - Brand recognition30. 市场竞争 - Market competition营销和广告领域中的术语对于企业来说至关重要，它们能够帮助企业更好地理解和规划市场策略，提高品牌知名度，推动销售增长。
广告英语术语
广告专业术语---中英文content integration 软性广告cost effective 广告成本效益creative 创意government relations 政府关系grass roots marketing 贴身式营销industry 行业integrated marketing communication 整合营销传播litigation 起沂，诉讼markets 市场组合media service 媒介代理merger 企业合并online advertising 在线广告point-of-purchase （pop）焦点广告position 定位print 平面广告媒体publics 公众群体strategic philanthropy 策略性公益事业strategy 策略、策划target audience 目标受众web design 网站设计digital 数字化co-marketing 联袂营销conference 会议consulting 咨询corporate identity 企业识别culture-specific 文化(民族)特性demographic marketing 人口统汁特征营销direct mail(DM) 直邮广告direct marketing 直销event planning 活动策划exhibition stand 展台integrated branding 整合品牌传播internal corporate communications 企业内部沟通investor relations 股东关系nontraditional 非传统的packaging 包装product placement 产品涉入promotion 活动psychographic 心理统汁的retail 零售retail space 零售市场区域sales promotion 促销活动sponsorship 赞助trade channels 业务渠道vertical publications 行业刊物viral marketing 传染式营销best face forward 展现最佳面貌speak with One voice 统一传播口径the edge 优势top to bottom 自上而下Billboard 广告路牌Blow in card 报刊广告插页Bulldog edition 报纸的早发版Car card [ka：ka：d] 车厢广告Counter advertising 异议式、对抗式广告Display advertisement 陈列式广告Electric spectacular 霓虹灯广告Free-standing insert 非装订广告插页House organ 企业专刊(杂志)Insert 广告插页Island display(超市内)堆头式陈列mail-order advertising 邮购广告network 电(视)台网out-of-home advertising 家外媒体painted bulletin 手绘广告牌panel 广告牌pass-along reader 传阅读者poster panel 用印刷画面拼贴的广告牌shelf screamers 货架插件广告物supplementary media 辅助媒体(非大众传媒) vehicle 广告载体count out 清点，算出make it through the day 过一整天pass．．．off to 把……给出pass-along reader 传阅读者poster panel 用印刷四画面拼贴的广告牌shelf screamers 货架插件广告物supplementary media 辅助媒体vehicle 广告载体count to 清点，算出make it through the day 过一整天pass．．．off to 把……给出ad planning 广告策划admen 广告人appeal 诉求consumer behavior 消费者行为copy platform 文案大纲creative stratgy 创意策略DAGMAR 广告效果评估体系Day part 时段Decay constant 衰退常数hierarchy-of-effect theory 效果层级理论infomercial 电视直销节日market profile 市场状况market segmentation 市场细分persuasion process 劝服过程primary demand advertising 品类诉求广告product-related segmentation 产品消费量细分seasonality 季节性selective demand advising 选样性诉求(品牌)广告soft sell 软销，感受型广告strategic planning 战略策划teaser campaign 悬念式(调味)广告攻势rule-of thumb 经验法则brand manager 品牌经理corporate advising 企业广告family brand 多品类品牌generic brand 非名牌(产品)green advertising 绿色策略式广告image advertising 形象广告line 产品系列name-brand 名牌national brand 全国性品牌parity 同等private brand 零售商自有品牌product different 产品差异product management品牌管理product positioning 产品定位reference group 参照组tagline (广告)行动口号top -the -line 顶级的trade character 吉祥物utility 好处，用途really do something with 确实能用它做些文章zccumulation 受众数(特定周期内)audience duplication 重复受众brand development index 品牌成长指数category development index(CDI) 销量成长指数coverage 覆盖率，覆盖范围cumulative coverage 累计（总）覆盖率exposure 告显露次数frequency 广告频次gross audience 受众总量gross impression 总印象gross rating points 总收视点loyalty index 忠诚度mags 杂志(简写)media concentration theory 媒体集合理论media dominance theory 媒介优势理论media plan 媒体计划net unduplicated audience 受众participation 参与program delivery rate 节目到达率reach 到达turnover 受众流失overall 全部的rerunning numbers 复核---的数据archetype 标准受众，原型availability 空余时段back- to-back 广告连播chain break 节目提示标板circulation 发行量continuity 持续型排期continuous advertising 持续型广告fresh 新颖的fringe time 非黄金时段holding power 节目(频道)凝聚力holdover audience 既有观众inherited audience 既有观众open end 节日提示语广告时段piggyback 同一客户广告连播prime time 黄金时报pulsing 栏栅式(或间隔式)排期roadblock 拦路广告run-of-schedule(ROS) 非指定时段staggered schedule 交错排期wave scheduling 波浪式排期wear out 广告磨损ln lieu Of 代替buried position 被淹没的广告位column inch 栏／英寸(报纸广告单位) double truck 双页／，告(跨页) facing 一个广告牌(户外媒体单位) franchised position 专用广告位置insertion 平面媒体广告次数insertion order 广告版位定购island position 独立广告版位lifestyle segmentation 生活形态细分local advertising 地方性广告make good 补偿广告media buy 媒体购买media buying service 媒体购买代理narrow casting 小范围播放(窄播) preferred position 首选广告版位readership 读者人数representative 媒体销售代表run-of-press 随意安置的广告版位split run 分版刊登spread[spred] 杂志跨页card rate 广告市价combination 套装广告价controlled circulation 定向发行量cost per point(CPP) 每收视点成本cost per thousand(CPM) 每千人成本earn rate 媒体折扣价flat rate 统一价格grid card 电波广告刊例guaranteed circulation 承诺发行量horizontal publication 横向出版物广告术语——创作用语广告讯息advertising message艺术art艺术方向art direction艺术家artist美术总监art director大创意big idea头脑风暴法brainstorming传播媒介communications media 概念化conceptualization文案人员copywriter创意纲要creative brief创意总监creative director创意过程creative process创意金字塔creative pyramid创意creative创造creativity感性诉求emotional appeals控险家explorer事实型思维fact-based thinking 信息性informational法官judge指定mandatories讯息战略message strategy非文字nonverbal产品概念product concept理性诉求rational appeals目标受众target audience技巧technical转换性transformational价值型思维value-based thinking 文字的verbal形象化visualization战士warrior样片animatic动画技法animation techniques 声频audio艾耶1号式Ayer No.1利益式标题benefit headlines正文body copy粗体boldface照相制版camera-ready art表演纲要casting brief结尾close命令式标题command headlines 末稿comprehensive layout/comp 演示demonstration设计design技巧式正文device copy对白/独白式正文dialog/monolog copy旁白donut标题headline吸引技巧hook图标icon插图画家illustrators企业形象式正文institutional copy整合广告integrated commercial内容段落interior paragraphs斜体italic歌谣式jingles肩题kicker布局图layout预备段落lead-in paragraph生活方式式技法lifestyle techniques标志logotypes助记手段mnemonic device音乐式广告musical commercials音乐标志musical logo叙述式正文narrative copy新闻/信息式标题news/information headlines 出镜头on camera拼版paste up摄影师photographers图片说明式正文picture-caption copy方框图片式布局picture-window layout招贴式格式poster-style format主持人式广告presenter commercial启发式标题provocative headlines疑问式标题question headlines广播人物radio personality脚本script印签seal签名signature cuts生活片段slice of life口号slogans故事板storyboard故事板草图storyboard roughs直截了当式straight announcement直接推销式正文straight-sell copy副标题subhead标题句taglines证言testimonial正文text主题句theme lines小样thumbnail收尾trial close图形部分visuals旁白voiceover模拟校样analog proof动画animation合成片answer print光圈aperture音控台audio console底片base art出血版bleeds蓝线blueline照相排版术camera-ready art字符计算式character-count method 电影摄影师cinematographer截止期closing date色基color key分色color separation连续调continuous tones控制室control room组排copy cast封面纸cover paper青、黄、红、黑印刷CYMK printing 数字媒介digital media数字校样digital proof数码视频效应装置DVE units导演director特排字体display type复制带dubs拷贝dupes电子制作electronic production晒版台纸flats一套铅字font四色印刷four-color process网目凸版halfone plate网屏halftone screen互动电视interactive TV任务夹job jacket出格kerning电脑亭kiosk加空铅leading硬性软片line film线画版line plate实景真人live action外景地location制片场lot指令mandatories公共场所mass audience venue母带master tape合成样片mixed interlock助记手段mnemonic device多媒体演示multimedia presentation正色投影胶片orthographic film透明塑料膜overlay个人场所personal audience venue平台使用费platform licensing后期制作阶段postproduction phase开印前阶段prepress phase预备阶段preproduction phase印刷制作经理print production manager 印刷制作过程print production process 非公开场所private audience venue制片人producer制作阶段production phase复映复播追加酬金residual fee反差套印reverse knockout无衬线字体sans serif最低合同工资scale衬线字体serif一场session特技special effects插播广告spots剥版stripping叠supers演播人员talent自动台词提示器teleprompter课本纸text paper正文字体text type合套trap字系type families排印工艺typography网页Web page单词计算式word-count method工作样片work print书写纸writing paper广告术语——公共关系用语社论式广告advertorial倡导广告advocacy advertising伏击式营销ambush marketing视听材料audiovisual materials公告牌bulleting boards社会参与community involvement企业广告corporate advertising企业识别广告corporate identity advertising危机管理crisis management娱乐entertainment展品exhibits特写feature articles内部通报house organ以货代款in kind机构广告institutional advertising游说lobbying前期市场企业广告market prep corporate advertising 营销公关marketing public relation新闻简报news/press release意见抽样opinion sampling慈善行为philanthropy招贴posters传媒炒作press agentry传媒工具press/media kit公共事务public affairs公共关系户public relations公共关系广告public relations advertising宣传publicity公众publics招聘广告recruitment advertising声望经营reputation management撰写讲演稿speechwriting赞助sponsorship赛场营销venue marketing新闻通报录像video news release广告术语——广播媒介用语执行证明书affidavit of performance受众构成audience composition受众占有率audience share时间表avails一刻平均听众数average quarter-hour audience 一刻平均收听率average quarter-hour rating一刻平均占有率average quarter-hour share交换辛迪加barter syndication无线电视broadcast TV有线电视cable TV单位成本CPP千人成本CPM累积听众数cumulative persons累积收听率cumulative rating时段组合day-part mix预定市场区域designated market areas班车时间drive time首播辛迪加first-run syndication毛评点gross rating points开机家庭HUT形象移植imagery transfer信息式广告informercial互相连接interconnect存货inventory地方时间local time赔偿条件make-goods广播电视网networks网外辛迪加off-network syndication协办participation basis占位价格preemption rate黄金时段prime time节目式广告PLA节目收率视program rating节止编排形式programming formats视听率调查服务公司rating services电台指定时间run-of-station赞助sponsorship点播广播spot announcement点播广播spot radio受众总数total audience总体受众计划total audience plan电视家庭TVHH特高频UHF甚高频VHF广告术语——互动媒介用语广告网络ad networks广告查询ad request横幅广告banner阔幅说明书broadsides手册brochures商业回邮件business reply mail按钮button有线调制解调器cable-modem目录catalogs光驱CD-ROM分类广告Web站classified ad Web site点击率click rate点进率click-throughs编辑名录compiled lists小甜饼cookies立体创意直邮creative dimensional direct mailing 数字互动媒介digital interactive media直接电脑Direct PC直邮广告direct-mail advertising折页folders主页home pages专属名录houselists内部刊物house organs互动电视interactive TV互联网Internet互联网服务供应商Internet service provider插播广告interstitial关键词keyword电脑亭kiosk信件公司letter shop名录经纪人list broker邮件反应名录mail-response lists明信片postcards推播技术push technology销售信函sales letters搜索引擎search engines邮简self-mailers赞助sponsorship公告书statement stuffersWeb浏览器Web browser网页Web pageWeb电视Web TV万维网World Wide Web广告术语——户外媒介用语广告礼品advertising specialty自动取款机ATM基本巴士单位basic bus展台booths路牌bulletin structure车内尾部招贴car-end posters电影贴片广告cinema advertising名录directories8张招贴eight-sheet posters电子显示屏electronic signs陈列品exhibits陈列媒介exhibitive media全面登场full showing全球定位系统GPS车内广告牌inside cards100露出数100showing户外媒介out-of-home media车体招贴outside posters包装packaging奖品premiums产品安插product placement登场showing看板spectaculars标准户外广告standardized outdoor advertising 成品招贴stock posters优惠赠券take-ones出租车外壳taxicab exteriors终点站招贴terminal posters30张招贴架30-sheet poster panel整车牌位total bus商业展示会trade shows交通广告transit advertising车站棚广州广告transit shelter advertising录像手册video brochure广告术语——媒介策划用语广告印象advertising impression广告反应曲线advertising response curve 注意度attention value受众audience受众目标audience objectives间歇式排期blinking品牌开发指数brand development index集中式bursting品种开发指数category development index 发行量circulation持续性continuity持续式continuous schedule成本效益cost efficiency单位成本cost per point千人成本cost per thousand创意组合creative mix分布目标distribution objectives有效频次effective frequency有效到达率effective reach暴露值exposure value市场、资金、媒介、组合、方法5Ms起伏式flighting schedule频次frequency总印象gross impressions毛评点gross rating points市场markets组合mechanics媒介media媒介策划media planning媒介载体media vehicles讯息力度message weight方法methodology组合媒介法mixed-media approach资金money驱动值motivation value看见机会opportunity to see脉冲式pulsing schedule视听率rating到达率reach每册读者数readers per copy近期策划recency planning路障式roadblocking外溢媒介spillover media增效效应synergy电视户television households广告术语——媒介运用用语发行量审核局ABC出血bleed批量折扣bulk discounts行业杂志business magazines发行量审核circulation audit分类广告classified ads纽约分类广告网络CANNY分类图片广告classified display ads截稿日期closing date彩色样品纸条color strip混合收费制combination rates消费者杂志consumer magazines合同收费制contract rate赠阅发行controlled circulation联合形式cooperative/co-op programs千人成本CPM封面日期cover date封面位置cover position购物杂志custom magazine日报daily newspapers人口版demographic editions图片广告display advertising实际收费earned rates农业刊物farm publications统一收费制度flat rate香味纸条fragrance strips频率折扣frequency discounts黄金版位full position门式折页gatefold地理版geographic editions基本发行量guaranteed circulation横向刊物horizontal publication独立购物指南independent shopping guide插页insert加插刊登通知insertion order岛形半版island halves小单元junior unit地方城市杂志local city magazine杂志出版人协会MPA媒介采购员media buyer媒介标尺调查有限公司MRI全国性杂志national magazines全国性价格national rate美国报业协会NAA报纸版面库NSB上市日期on-sale date公开收费制度open rate订阅发行paid circulation自动弹启式广告pop-up ad.自选版位费preferred-position rates预印广告插页preprinted inserts初级发行量primary circulation清样proof copy公告public notice费率基准rate base价目表rate card阅读告示reading notice地区性刊物regional publications任意版位费制ROP advertising rates二级读者量secondary/pass-along readership 欠资收费制short rate赛蒙斯市场调查局SMRB多胞胎版split runs标准广告单位SAU标准收费与数据服务公司SRDS标准型报纸standard-size newspaper周日增刊Sunday supplement小报型报纸tabloid newspaper撕样tear sheets三维广告3-D ads纵向刊物vertical publication数量折扣volume discounts周报weekly newspapers广告术语——销售用语广告津贴advertising allowance回购津贴buyback allowance目录catalog减价促销cents-off promotion套装赠送combination offer公司大会与经销商聚会company conventions & dealer meetings 消费者销售推广consumer sales promotion竞赛contest联合广告cooperative/co-op advertising优惠券coupons顾客终身价值customer lifetime value数据进入data access数据管理data management数据库database数据库营销database marketing直接营销direct marketing直接反应广告direct-response advertising直接销售战略direct-sales strategy直接销售direct selling陈列津贴display allowance易地销售diverting电子优惠券electronic coupons提前购买forward buying广告插页free-standing inserts游戏game店内样品试用in-store sampling联络媒介linkage media人员销售personal selling售点材料point-of-purchase materials什锦袋装样品polybagging奖品premiums拉式战略pull strategy推销奖金push money/spiffs推式战略push strategy部分退款rebates近期、频次、货币方程RFM formula销售推广sales promotion样品试用sampling货位津贴slotting allowance抽奖sweepstake电话营销telemarketing贸易广告trade advertising贸易集中trade concentration贸易折扣trade deals贸易推广trade promotion广告术语——行政用语明确表示affirmative disclosure美国广告联盟AAF美国广告公司协会AAAA全国性广告主协会ANA商业促进局BBB停止/中止令cease-and-desist order比较广告comparative advertising服罪判决书consent decree消费者保护团体consumer advocate消费者信息网络consumer information networks消费者保护主义consumerism版权copyright更正广告corrective advertising欺骗性广告deceptive advertising推荐endorsements道德广告ethical advertising联邦通讯委员会FCC联邦贸易委员会FTC食品与药品管理局FDA知识产权intellectual property长期宏观论long-term macro arguments全国广告处NAD国家广告审查局NARB国家广告审查委员会NARC非产品事实nonproduct facts营养标识与教育法Nutritional Labeling and Education Act 专利patent隐私权privacy rights夸大puffery短期操纵论short-term manipulative arguments社会责任social responsibility潜意识广告subliminal advertising证据substantiation证实testimonials商标trademark不正当广告unfair advertising美国专利与商标署U.S.Patent and Trademark Office。
英文营销广告词汇全翻译
英文营销广告词汇全翻译广告词汇above-the-line advertising 线上广告广告代理商能从媒介获得佣金（代理费）的广告，如报刊广告、广播广告、电视广告、影院广告、户外广告等。
account executive (AE) 客户经理广告公司的业务人员职称。
客户经理往往须负责下列工作：1，与客户及内部其他部门共同计划广告（planning）,向各部门传达客户的诉求；2，内部协调（coordination）；3，将广告设计稿提供给客户；4，监督执行政府的有关广告规章和法规（regulatory matters）；5，利润管理（agency profit management）。
客户经理通过计划和协调公司的服务部门，为客户提供更好的服务。
account service 客户服务客户服务是广告代理商的中心工作，肩负着使客户满意从而建立起长期的合作关系，及推动广告代理商内部工作有效运转的任务。
它是广告代理商直接同客户进行沟通、交流的一种功能。
advertising agency 广告代理商习惯上称为“广告公司”，即《中华人民共和国广告法》中所称的广告经营者，一般设有许多职能和业务部门。
advertising campaign 广告活动有时称为“运动”或“战役”。
广告活动包括以下四个重点：制作适当的销售信息、及时传达给受众、选择适当的时机，用合理的成本。
广告主制定一项能测定的目标后，为达到这一目标制定广告战略，然后在市场上执行，包括：广告计划、广告制作、销售及营销等。
advertising department 广告部分为企业的广告部和媒介的广告部。
企业的广告经理负责拟定、审核及实施企业的广告计划。
一般也是负责有关广告的具体工作。
媒介的广告部经理负责出售报刊等的版面，广播、电视的时间等。
airport advertising 机场广告利用机场的候机室及在机场内其他各种场地和设备上制作刊出的广告，也包括在指示牌上制作的广告。
市场营销专业词汇中英文对照表
市场营销专业词汇中英文对照表Marketing Management营销管理New Products Development新产品开发Service Industry Marketing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before tests事前测试Behavior Scan Information Resources Inc.行为扫描信息源公司behavioural analysis行为分析behavioural hierarchies行为层级benchmarking基准benefit clusters利益群体benefits利益Benz奔驰billing帐单birth rate出生率blanket purchase order一揽子采购合同blind-paired comparison testing双盲比较测试blue collars蓝领bottom line底线/盈亏一览结算线brand awareness品牌意识/认知brand extensions品牌扩展brand loyalty品牌忠诚度brand mark品牌标志brand name品牌名称brand positioning品牌定位brand recognition品牌识别brand strategies品牌战略brand品牌branding strategy品牌化战略branding品牌化brand's equity品牌的价值break-even analysis盈亏平衡分析break-even volume盈亏平衡产量breath of product assortment产品线的宽度breath or diversity of product lines 产品线的宽度或多样性bribery贿赂British Airways英国航空公司brokers经纪人budgeting预算bundle捆绑Bureau of Census人口统计局busines strength rating商业能力评分business plan商业计划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capital gains资本收益capital invested in product产品投入资本Carnival嘉年华cash cows现金牛类cash discounts现金折扣catalogue sales目录销售categorization of perception感知分类categorization分门别类centralization集中化chameleons/followers变色龙/跟随者channel alternatives可选择的营销渠道channel conflicts渠道冲突channel decisions渠道决策channel functions渠道功能channel institutions渠道组织结构channel management渠道管理channel objectives渠道目标channel of distribution分销渠道channel power渠道权力channel-control strategies渠道控制战略channel-design decisions渠道设计决策channel-management decisions渠道管理决策channels of communication传播渠道choice criteria选择标准closing a sale结束销售clothing retailers服装零售商co-branding联合品牌code of ethics（职业）道德标准coercive power强制权cognitive dissonance认识的不协调collection of data数据收集collection收款co-marketing alliances联合营销联盟combination compensation plan结合式薪酬方案commitment承诺communication channels传播渠道communication process传播过程communication信息交流/沟通communications media传播媒体company personnel公司员工comparative advertisements比较广告comparison of brands品牌比较compensation deals补偿处理compensation plan酬金方案compensation/rewards酬金/奖励compensatory补偿性的competition and industry evolution竞争和行业演变competition-orientated pricing竞争导向定价法competitive advantage竞争优势competitive(supply-side)evolution 竞争（供方）演变competitive factors竞争因素competitive intelligence竞争情报/信息competitive parity promotionbudgeting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data collection数据收集data confidentiality数据保密data research数据研究data sources数据来源dealers经销商deceptive advertisements欺骗性广告deciders决策者declining markets衰退市场decoding解码defect rate缺陷率defender strategy防御型战略defensive new-product development strategy防御性新产品开发战略defensive positioning防御性定位delivery time交付时间delivery配送demand characteristics需求特征demand curve需求曲线demand-oriented pricing需求导向定价法demographic environment人口统计环境department stores百货商店dependability可靠性deregulation放松管制derived demand衍生需求descriptive research描述性研究design decisions设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return预期回报率determinant attributes关键属性determinants决定因素different responses差别反应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entrepreneurial strategy企业家战略entry strategies进入战略environment and packaging disposal环境与包装处理environment factors环境因素environmental scanning环境扫描/分析environmental strategy环境战略establishment机构ethical audit（公司）伦理审计ethics of marketing营销伦理道德ethnic composition种族构成European Community欧共体evaluation and reward systems评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives评估替代品/各种选择evaluation of brands品牌评估event sponsorship事件赞助event活动everyday low-price(EDLP)天天低价evoked set引发的组合evolution of market市场演变exchange交换exclusive dealing独家销售exclusive distribution独家分销executive summary执行摘要exhibition media展示广告媒体existing market现有市场exit barriers退出壁垒expansion path扩张途径expectation measures（顾客）预期测度expectations of customers顾客期望expected unit sales预计产量expected value期望价值experience curve经验曲线experimental research实验性研究expert power专长权exploratory research探索性研究export agents出口代理（商）export jobbers出口批发商export management company出口管理公司export merchants出口贸易商export出口exporting出口商品extended use strategy扩大使用战略extending volume growth扩大市场份额external data sources外部数据来源external environment外部环境extrapolation of past sales trends过去销售趋势推测法facilitating agencies辅助/中介机构factor analysis因素分析法fads时尚family branding家族品牌family life cycle家庭生命周期family structure家庭结构farm products农产品fast-moving consumer goods(FMCG)快速变动的消费品fear appeals恐惧/顾虑诉求features特征Federal Department Stores联邦百货商店Federal Trade Code（FTC)联邦贸易法案FedEx(Federal Express)联邦快递feedback data反馈数据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 resourceallocation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）Haagen-Dazs哈根达斯hard technology硬技术Harvard Business Review《哈佛商业评论》harvest收获harvesting pricing收获定价法harvesting strategy收获战略health care医疗保健health maintenance organizations (HMOs)（美国）卫生保健组织heavy buyer大客户Heileman Brewing CompanyHeinz亨氏食品helpfulness有益性Henkel汉高Hertz赫兹（美国汽车租赁巨头）Hewlett-Packard惠普公司hierarchy of strategy战略的层次high margin/low-turnover retailers高利润/低周转率的零售商high market share global strategy高市场份额全球战略high-contact service system高接触服务系统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jobbers批发商Johnson&Johnson强生joint ventures合资jury of executive opinion行政管理人员群体意见法just noticeable difference(JND)恰巧注意到的差异just-in-time(JIT)management system 准时制管理体系just-in-time purchasing arrangements 及key account management主要客户管理key accounts关键客户key benefits核心利益key environmental issue identification 确定主要的环境问题key variables关键变量key/house accounts关键/机构客户laboratory tests实验室测试leapfrog strategy蛙跳战略learning hierarchy学习层级结构legal services法律服务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macro risks宏观风险macroenvironment宏观环境macrosegmentation宏观细分mail-order retailers邮购零售商maintaining market share保持市场份额maintenance strategy保持战略management overhead管理费mandatory adaptation强制性适应manufacturer brand制造商/全国性品牌manufacturers'agents/representatives 生产商的代理商/销售代表manufacturers'export agents(MEA)制造商出口代理manufacturers'sales offices/branches 生产商的销售办事处/分支机构manufacturing process制造过程manufacturing制造业market aggregation strategy整体市场战略market attractiveness factors市场吸引力因素market attractiveness市场吸引力market attractiveness/businessposition 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Matsushita日本松下电子mature conformists成熟的随大流者mature markets成熟市场mature stage of product life cycle产品生命周期的成熟阶段McDonald's麦当劳McDonnell Douglas麦道公司MCI电讯公司（前世界通信公司）MDSS(Marketing-Decision Support System)市场决策支持系统measurability可测度性measure or index测量指标measurement criteria计量标准media audiences媒体受众medical and health services医疗卫生服务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object-and-task method of promotion budgeting目标-任务促销预算法objectives and strategy area audit目标与战略领域的审计objectives具体目标observation观察法occupancy costs房屋占用成本occupation/position职业/职位odd pricing奇/余数定价法OEM(original equipment manufacturer)原始设备制造商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product development产品开发product dimension or attributes产品维度/属性product evolution产品演变product features产品特征product intent share产品倾向份额product leadership产品领导能力product life cycle(PLC)产品生命周期product life cycle curve产品生命周期曲线product line产品线product manager audit产品经理审计product offering供应品product organizaiton of salesforce按产品组织销售队伍product policies产品策略product positioning产品定位product quality产品质量product scope产品范围product space产品位置product specifications产品规格product systems产品体系product type产品类型product usage产品用途product产品product(ion)-oriented organization产品/生产导向型组织production生产product-line pricing adjustments产品线定价调整product-management organizational structure产品管理组织结构product-market entry control产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics产品的市场特征product-use testing产品使用测试pro-environment环保profit impact of market strategy (PIMS)市场战略的利润影响profitability analysis盈利性分析profitability盈利性/盈利能力profitable survivor strategy有利可图的生存者战略project-company resource compatibility 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psychological 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 strategyreactor strategy反应型战略real estate房地产rebates回扣recall tests记忆测试receiver接收者reciprocity利益互惠recognition of problem/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retailer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竞争决定因素rivalry竞争对手Robert Miles罗伯特·迈尔斯Rockwell洛克威尔Rolex劳力士Rolls-Royce劳斯莱斯roster名册salary薪金sales agents销售代理商sales analysis by customer顾客销售分析sales analysis by order size订货规模的销售分析sales analysis by product产品销售分析sales analysis by territory区域销售分析sales analysis销售分析sales forcasting销售预测sales force estimates销售人员估计sales force size销售队伍规模sales force销售队伍sales forecasting销售预测sales management销售管理sales organization销售组织sales performance销售表现/业绩sales personnel incentives销售人员激励sales personnel销售人员sales planning销售计划sales potential销售潜力sales promotion销售促进/促销sales territory销售地区sales trends销售趋势sales销售额sales/price reduction销售/价格下降sample design样本设计sample size样本大小sampling抽样sampling提供样品scale efficiency规模效率scaled measures比例测度scoring models评判模型screening of ideas创意筛选sealed bidding招标Sears西尔斯secondary sources第二类/次要数据second-but-better new-product development strategy后者居上型新产品开发战略security证券业segmentation and targeting细分与目标选择segmentation criteria细分标准segmentation descriptors市场细分变量segmentation市场细分Seiko日本精工株式会社（全球著名的打印机生产商）selective demand选择性需求。
市场营销专业词汇中英文对照表
vertical marketing systems 管理式垂直营销系统 market segmentation 市场细 市场营销专业词汇中英文对照表市场营销专业词汇中英文对照表 Marketing Management 营销管理 New Products Development 新产品开发 Service Industry Marketing 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sales promotion 销售促进advertising feedback 广告反馈 advertising frequency 广告频率additions to existing product lines 现有产品线的增加 administered广告接受人数 advertising message 广告信息广告信息来源 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 availabilityawareness （ 产品）知晓度/知名度 baby boomers 婴儿潮出生的一代人 backwardBehavior Scan Information Resources Inc.behavioural analysis 行为分析 behavioural hierarchies benchmarking 基准benefit clusters 利益群体 benefits 利益 Benz 奔驰 billing 帐单 birth rate出生率advertising media广告媒体advertising reach advertising source 可获得性 / 供货能力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 before tests事前测试行为扫描信息源公司行为层级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3Bureau of Census 人口统计局 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 buyback arrangements 产品返销 buyers' bargaining power 买方的讨价还价能力 buyers 采购者cash cows 现金牛类 cash discounts 现金折扣 catalogue sales 目录销售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busines strength rating 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categorization of perception感知分类 categorization 分门别类comparative advertisements 比较广告 comparison of brands 品牌比较 compensation deals 补偿处理渠道控制战略 channel-design decisions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co-branding 联合品牌code of ethics （ 职业）道德标准 coercive power 强制权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compensation plan 酬金方案 compensation/rewards 酬金/ 奖励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 strategiesclothing retailers服装零售商cognitive dissonance 认识的不协调 collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟 combination compensation plan合式薪酬方案 commitment 承诺compensatory 补偿性的competition and industry evolutioncomponent materials and parts markets computerized ordering 计算机化的订购conclusive research 确定性研究 conditions of demand 需求情况 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 promotionbudgeting 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投诉处理组成材料和零部件市场conflict and resolution strategies冲突和解决战略 conformance tospecifications与规格一致 conformance 一致性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costs of distribution 分销成本合作生产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 corporate/institutional advertising corrective action矫正行动cost analysis 成本分析 cost effectiveness 成本有效性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本导向定价法 cost-plus/mark-up pricingbenefits of marketing functionscosts of competitors 竞争者成本countertrade 对等贸易 coupons 优惠券 courtesy 礼貌co-ordination and conflict resolution协调与冲突解决 co-productioncore benefit proposition (CBP)核心利益方案 / 提议 corollary-data公司式垂直营销系统 团体/ 社会公共机构广告cost leadership strategy成本领先战略 cost of capital 资本成本成本加成 / 溢价定价法 costs and 营销职能的成本和效益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data collection 数据收集data confidentiality 数据保密6data 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 delivery 配送防御性新产品开发战略defensive positioning 防御性定位delivery time 交付时间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channel designs 分销渠道设计 distribution channel objectives 分销渠道的目标 distribution channel分销渠道 dimensions of quality 质量维度 direct costing profitability analysisdirect mail 直接邮寄direct marketing via advertising media direct marketing 直接营销selling 直销discount rate 贴现率 discount stores 折扣商店 discount 折扣折扣/ 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distribution 分销diffusion of innovation theory 创新扩散理论 dimension 因素直接成本盈利性分析通过广告媒体的直接营销direct product profitability (DPP)直接产品盈利性 / 利润率 directdiscount/premium price policies dissonance-attribution hierarchy 不和谐 - 归属层次结构 distributiondistribution decisions分销决策 distribution policies分销策略education services 教育服务 distributor/store (private lables) brands distributors 分销商 diversification 多元化 divest 撤退 divest 出让重复DuPont 杜邦公司 durability 耐用性早期采购与后期采购 earnings per share 每股收economic and technological factors economic power 经济权 economies of scale 规模经济 effectiveness 有效性 efficiency 效率emergency goods 急需品分销商 / 私有品牌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 ）early vs late adoption 经济技术因素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 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entrepreneurial strategyselection of supplier评估和选择供应商evaluation of alternatives家庭生命周期 family structure 家庭结构exchange 交换exclusive dealing 独家销售 exclusive distribution独家分销 executive summary 执行摘要exhibition media 展示广告媒体 existing market 现有市场 exit barriers退出壁垒expansion path 扩张途径expectation measures （ 顾客）预期测度 expectations of customers 顾客期 望 expected unit sales 预计产量 expected value 期望价值 experience curve 经验曲线 experimental research 实验性研究 expert power 专长权 exploratory research 探索性研究 export agents 出口代理 （商） export jobbers 出口批发商 export management company 出口管理公司 export merchants 出口贸易商 export 出口 exporting 出口商品 extended use strategy 扩大使用战略 extending volume growth 扩大市场 份额 external data sources 外部数据来源 external environment 外部环境 extrapolation of past sales trends过去销售趋势推测法 facilitating agencies 辅助 / 中介机构 factor analysis 因素分析法 fads 时尚 family branding 家族品牌farm products农产品family life cycleforeign middlemen 国外中间商fast-moving consumer goods (FMCG) 快速变动的消费品 fear appeals 恐惧/ 顾虑诉求 features 特征 10Federal 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financing 融资 fisheries 渔业flanker strategy侧翼进攻战略flanking and encirclement strategies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forestry 林业 formalization形式 / 规范化field test marketing实地市场测试fit and finish 结实度与外观 fixed costs 固定成本 fixed salary固定工资flanker/fighting brand战斗品牌侧翼进攻与围堵战略flat organizational structurefunctional efficiency职能效率functional organization of sales force 按销售职能组织销售队伍11functional organizational structure 职能型组织结构 functionalperformance 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formulate 制定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 免收运费定价法 fringe benefits 小额津贴正面进攻战略 full costing profitabilityfortress/position-defence strategy防御堡垒战略 Fortune 《财富》杂志freight-absorption pricing frontal attack strategy 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growth rate of market 市场增长率growth stage of product life cycle 增长扩张战略 growth-market strategiesfor market leaders 市场领导者的市场增长战略growth-market strategy 成长性市场战略 growth-market targeting strategy 成长性市场定位战略 guarantee/warranty 保证/ 担保guarantees 保证Gucci 古琦（ 世界著名时装品牌 ） Haagen-Dazs 哈根达斯 hard technology 硬技术Harvard Business Review 《哈佛商业评论》 harvest 收获 harvesting pricing 收获定价法 harvesting strategy 收获战略health care 医疗保健health maintenance organizations (HMOs) ( 美国) 卫生保健组织 heavy buyer 大客户 Heileman Brewing Company Heinz 亨氏食品 helpfulness 有益性12gross 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成长市场产品生命周期的成长阶段growth-extension strategiesimpact evaluation 影响评估 Henkel 汉高Hertz 赫兹（ 美国汽车租赁巨头 ） Hewlett-Packard 惠普公司service system 高接触服务系统 high-involvement product 高参与产品 involvement purchase 高参与购买 hight market share 高市场份额战略13Hilton 希尔顿 Holiday Inns 假日旅馆homogeneous market 同质市场 Honda 本田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诺斯工具厂 image pricing 形象定价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-contacthigh-household/family life cycle家庭生命周期 household 家庭创意筛 选过程 identification of segments识别细分市场 Illinois Tool Works伊利imitative positioning模仿定位 imitative strategy模仿战略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 costingprofitability 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14infocommunications 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 ofproduct life cycle 产品生命周期的推出阶段15inventory level 库存水平investor relations advertising 投资关系广告issue advertising 观点广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16leapfrog 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 modellifestyle 生活方式line stretching 产品线延伸 list price订价location 位置 level of technical sophistication 词典编纂模limited-service wholesalers有限服务的批发商 line extension产品线扩line filling产品线填充Lloyd's of London伦敦劳埃德保险公司 localizaiton strategy本地化战location pricing场所定价lodging 房屋出租logistical alliances 后勤联盟long-term memory 长期记忆16lost 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macro risks 宏观风险macroenvironment 宏观环境macrosegmentation 宏观细分mail-order retailers 邮购零售商maintaining market share 保持市场份额maintenance strategy 保持战略management overhead 管理费mandatory adaptation 强制性适应manufacturer brand 制造商/ 全国性品牌manufacturers'agents/representatives 生产商的代理商/ 销售代表manufacturers' export agents (MEA) 制造商出口代理manufacturers'sales offices/branches 生产商的销售办事处/ 分支机构manufacturing process 制造过程manufacturing 制造业market aggregation strategy 整体市场战略market attractivenessfactors 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17market 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 andfunctions 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18marketing 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 成熟市场产品生命周期的成熟阶段mature stage of product life cycleMcDonald's 麦当劳McDonnell Douglas 麦道公司MCI电讯公司（前世界通信公司）MDSS (Marketing-Decision Support System) 市场决策支持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准media audiences 媒体受众medical and health services 医疗卫生服务Medico Containment Services memory of consumers 消费者记忆Mercedes-Benz 梅赛德斯- 奔驰Mercer Management Consulting 美国美智管理顾问公司merchandising 推销merchant middlemen 国内贸易中间商merchant wholesalers 商业批发商message structure 信息结构Michael Porter 迈克尔- 波特micro risks 微观风险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occupation/position 职业/ 职位 19MinoIta 美能达misceIIaneous sources 多方面来源 mission 宗旨 missionary seIIing 推销式销售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NationaI Semiconductor 美国国家半导体公司 naturaI products NEC 日本电子 Nescaf e 雀巢咖啡 NestI e 雀巢 net saIes 净销售额network computer (NC) 网络计算机 new business seIIing 新业务销售 new buy 购入新产品new entrants 新进入者 new markets 新市场Mitsubishi Heavy Industries三菱重工 modified rebuy 调整再购multichannel distribution 多渠道分销 multidimensional scaling 多维等级法 multilevel selling 多级销售multinational coporations (MNCs)跨国公司 multiple test markets 多测 试市场 multiple-brand strategy 多品牌战略 multiple-factor index 多因素指数法 multisegment positioning多重细分市场定位 mutual trust 相互信任 national account management全国性客户管理 national market国内市场 天然产品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20new-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object-and-task method of promotion budgeting 目标- 任务促销预算法objectives and strategy area audit 目标与战略领域的审计objectives 具体目标observation 观察法occupancy costs 房屋占用成本odd pricing 奇/ 余数定价法OEM (original equipment manufacturer) 原始设备制造商occupation/position 职业/ 职位overseas direct investment 海外直接投资 ownership of new product 产品所有权 packaging 包装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21opportunity/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 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performance standards 绩效标准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 methodperceptions 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22表现/业绩测度 performance objective 绩效目标performance 功能 perishability 非持久性 personal selling 人员推销销售额百分比促销预算performance evaluation业绩评估performance measurespotential target market潜在目标市场 power in distribution分销权力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 理(产品)定位 physical descriptorspossession 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 潜在优势potential customer 潜在顾客 potential market 潜在市场物理变量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 售后服务 potential advantagespre-empting scarce resources 先占稀缺资源preferential treatment惠待遇premiums 额外奖励present competitors 现有的竞争者presenting sales message 提供销售信price elasticity of demand 需求的价格弹性price fixing 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 price-setting process 定价过程pricing adjustments 定价调整■ ■ 1 ■ ■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 印刷媒体价格设定降价促销power of buyers 购买者能力23power of suppliers 供应商能力predatory pricing 掠夺性定价法息pre-test market research 测试前市场研究price discrimination 价格歧视product life cycle curve 产品生命周期曲线 product line 产品线确定问题 process management 过程管理Procter & Gamble (P&G) 宝洁公司 product line 产品线24product 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 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 offering 供应品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 identificatioinproduct availability产品的可获得性product dimension or attributes product life cycle (PLC)产品生命周期product manager audit产品经理审计25policies 产品策略product positioning 产品定位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 产品产品, 市场进入控制 product-relatedbehavioral descriptors 与产品相关的行为变量产品使用测试pro-environment 环保profit impact of market strategy (PIMS)profitability 盈利性/ 盈利能力product organizaiton of salesforce按产品组织销售队伍 productproduct quality 产品质量 product scope 产品范围 product space产品位置product(ion)-oriented organization 产品/ 生产导向型组织 production 生product-line pricing adjustments 产品线定价调整 product-managementorganizational structure产品管理组织结构product-market entry controlproduct's market characteristics产品的市场特征 product-use testing市场战略的利润影响profitability analysis盈利性分析profitable survivor strategy有利可图的生存者战略project-company resource compatibility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promptness 及时性publicity 公共宣传pull strategy for control of distribution channels式战略pupil dilation 瞳孔扩张purchase predisposition 购买倾向 purchasing agent purchasing contract 采购合同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promotional effort 促销努力 promotional pricing促销定价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psychological pricing 心理定价法 public organization公共组织public relations 公共关系 public utilities公共设施分销渠道控制的拉采购代理。
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。
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营销和广告术语中英对照 Prepared on 24 November 2020营销和广告术语类别中文English营销调研态度测试attitude tests中心场所测试central location tests混杂测试clutter tests直接提问法direct questioning试验法experimental method小组讨论focus group正试调查formal research成见效应halo effect深度访问in-depth interview非正式/ 试调查informal research查询测试inquiry tests深度调查技术intensive techniques营销信息系统marketing information system, MIS营销调查marketing research市场markets媒介种类media class媒介调查media research媒介细分media subclass媒介单位media units媒介载体media vehicles产品merchandise讯息message动机motives非概率抽样nonprobability samples观察法observation method事后测试post-testing事前测试pre-testing初级信息primary data投射法projective techniques定性调查qualitative research 定量调查quantitative research营销和广告术语类别中文English随机概率抽样random probability samples回忆测试recall tests信度reliability销售测试sales tests样本sample样本单位sample units二级信息secondary data全面调查survey试验市场test market通用产品代码universal product code总体universe营销调研效度validity营销策划广告计划advertising plan广告战略advertising strategy自下而上式营销bottom-up marketing传播媒介communications media企业目标corporate objectives创意组合creative mix试验调查法empirical research method整合营销传播integrated marketing communication顾客终身价值lifetime customer value营销目标marketing objectives营销计划marketing plan营销战略marketing strategy需求一满足式目标need-satisfying objectives目标/ 任务法objective/task method销售百分比法percentage-of -sales method产品概念product concept关系营销relationship marketing营销和广告术语类别中文English销售定向式目标sales-target objectives市场份额法/ 广告份额法share-of-market/share-of-voice method形势分析situation analysis利益相关者stakeholderS W O T分析（优势、弱势、机遇与威胁）strength/weakness/opportunity/threat analysis战术tactics目标受众target-audience营销策划自上而下式营销top-down marketing营销品牌兴趣brand interest品牌忠诚brand loyalty企业市场business markets影响中心centers of influence有意劝服路径central route to persuasion认知cognition消费行为consumer behavior消费者决策过程consumer decision making process消费者市场consumer markets文化culture现有顾客current customers详尽可能性模型Elaboration Likelihood Model环境因素environment选择评估evaluation of alternatives评估标准evaluative criteria参考组evoked set交换exchange政府市场government markets习惯habit需要层次hierarchy of needs 工业市场industrial markets营销和广告术语类别中文English营销信息性动机informational motives人际影响interpersonal influences认知learning市场market卖主marketers营销marketing大脑档案mental files动机motivation需要needs被动生成动机negatively originated motives非人员影响nonpersonal influences舆论领袖opinion leader集团买主organizational buyers感知perception感知过滤perceptual screens无意劝服路径peripheral route to persuasion个人过程personal processes劝服persuasion生理过滤physiological screens主动生成动机positively originated motives购后失调学说post-purchase dissonance购后评估post-purchase evaluation潜在顾客prospective customers心理过滤psychological screens参照人群reference groups经销商市场reseller markets选择性感知selective perception自我意识self-concept社会阶层social classes刺激stimulus 亚文化subculture营销和广告术语类别中文English营销认知失调学说theory of cognitive dissonance 转换性动机transformational motives国际市场transnational markets效用utility欲望wants地理人口细分geodemographic segmentation地理细分geographic segmentation成长期growth stage隐性差异hidden differences独立品牌individual brand诱导性差异induced differences密集分销intensive distribution引入期introductory phase特许品牌licensed brand市场细分market segmentation营销组合marketing mix成熟期maturity stage全国性品牌national brand网络营销network marketing非人员传播nonpersonal communication人员型服务people-based service显性差异perceptible differences人员传播personal communication定位position价格因素price element初级需求primary demand首要需求趋势primary demand trend私家品牌private label产品概念product concept产品因素product element 产品生命周期product life cycle营销和广告术语类别中文English消费心态细分psychographic segmentation消费心态psychographic宣传publicity拉pull拉式战略pull strategy购买时机purchase occasion推入push推式战略push strategy转销商reseller销售推广sales promotion选择性需求selective demand选择性分销selective distribution服务service特别事件special events标准工业分类代码Standard Industrial Classification Codes目标市场target market目标营销过程target marketing process电话营销telemarketing使用率usage rates用户身份user status垂直营销体系vertical marketing system营销用量细分volume segmentation公关软文advertorial倡导广告advocacy advertising伏击式营销ambush marketing视听材料audiovisual materials公告牌bulleting boards社会参与community involvement 企业广告corporate advertising企业识别广告corporate identity advertising危机管理crisis management娱乐entertainment展品exhibits特写feature articles内部通报house organ以货代款in kind机构广告institutional advertising游说lobbying前期市场企业广告market prep corporate advertising营销公关marketing public relation新闻简报news/press release意见抽样opinion sampling慈善行为philanthropy招贴posters传媒代理press agentry传媒工具press/media kit公共事务public affairs公共关系户public relations公共关系广告public relations advertising宣传publicity公众publics招聘广告recruitment advertising声望经营reputation management撰写讲演稿speechwriting赞助sponsorship赛场营销venue marketing公关新闻通报录像video news release职能客户策划account planning广告代理公司advertising agency艺术指导art directors美术工作室art studios全国性广告主协会ANA品牌经理brand manager企业对企业广告公司business-to-business agency集中式广告部centralized advertising department分类广告classified advertising清仓广告clearance advertising联合广告cooperative advertising文案copy文案人员copywriters创意工作室creative boutique创意总监creative director分散式体制decentralized system部门式departmental system发展期development stage数字互联媒介digital interactive media直邮广告direct-mail advertising电子媒介electronic media手续费——代理费混合制fee-commission combination外国媒介foreign media全面服务公司full-service advertising agency普通消费者广告公司general consumer agency全球性卖主global marketers集团式group system横向联合广告horizontal cooperative advertising专属广告公司in-house agency奖励制incentive system独立制作社independent production house营销和广告术语类别中文English职能独立调查公司independent research company 机构广告institutional advertising整合营销传播integrated marketing communications互联广告公司interactive agency国际广告公司international agency国际媒介international media国际化架构international structure地方性广告local advertising地方广告公司local agency维持期maintenance stage经营总监management supervisors差价markup媒介media媒介购买公司media-buying service媒介代理费media commission跨国公司multinational corporations全国性广告主national advertiser全国性广告公司national agency户外广告outdoor advertising点point关系预备期prerelationship stage印刷媒介print media印刷厂printers产品广告product advertising区域性广告主regional advertiser区域性广告公司regional agency常规价格广告regular price-line advertising截留费制retainer system减价广告sale advertising销售推广部sales promotion department 推测性提案speculative presentation营销和广告术语类别中文English直接费制straight-fee system下游公司supplier终结期termination stage交通广告transit advertising纵向联合广告vertical cooperative advertising 职能网络设计社Web design house创意艺术art艺术方向art direction艺术家artist美术总监art director大创意big idea头脑风暴法brainstorming传播媒介communications media概念化conceptualization方案人员copywriter创意纲要creative brief创意总监creative director创意过程creative process创意金字塔creative pyramid创意creative创造creativity感性诉求emotional appeals控险家explorer事实型思维fact-based thinking信息性informational法官judge指定mandatories讯息战略message strategy 非文字nonverbal营销和广告术语类别中文English产品概念product concept创意理性诉求rational appeals目标受众target audience技巧technical转换性transformational价值型思维value-based thinking文字的verbal形象化visualization战士warrior样片animatic动画技法animation techniques声频audio艾耶1号式Ayer利益式标题benefit headlines正文body copy粗体boldface照相制版camera-ready art表演纲要casting brief结尾close命令式标题command headlines末稿comprehensive layout/comp演示demonstration设计design技巧式正文device copy对白/ 独白式正文dialog/monolog copy旁白donut标题headline吸引技巧hook图标icon插图画家illustrators企业形象式正文institutional copy营销和广告术语类别中文English整合广告integrated commercial创意内容段落interior paragraphs斜体italic歌谣式jingles肩题kicker布局图layout预备段落lead-in paragraph生活方式式技法lifestyle techniques标志logotypes助记手段mnemonic device音乐式广告musical commercials音乐标志musical logo叙述式正文narrative copy新闻/ 信息式标题news/information headlines出镜头on camera拼版paste up摄影师photographers图片说明式正文picture-caption copy方框图片式布局picture-window layout招贴式格式poster-style format主持人式广告presenter commercial启发式标题provocative headlines疑问式标题question headlines广播人物radio personality脚本script印签seal签名signature cuts生活片段slice of life口号slogans故事板storyboard故事板草图storyboard roughs营销和广告术语类别中文English直截了当式straight announcement 创意直接推销式正文straight-sell copy副标题subhead标题句taglines证言testimonial正文text主题句theme lines小样thumbnail收尾trial close图形部分visuals旁白voiceover模拟校样analog proof动画animation合成片answer print光圈aperture音控台audio console底片base art出血版bleeds蓝线blueline照相排版术camera-ready art字符计算式character-count method电影摄影师cinematographer截止期closing date色基color key分色color separation连续调continuous tones控制室control room组排copy cast封面纸cover paper青、黄、红、黑印刷CYMK printing 数字媒介digital media营销和广告术语类别中文English数字校样digital proof创意数码视频效应装置DVE units导演director特排字体display type复制带dubs拷贝dupes电子制作electronic production晒版台纸flats一套铅字font四色印刷four-color process网目凸版halftone plate网屏halftone screen互动电视interactive TV任务夹job jacket出格kerning电脑亭kiosk加空铅leading硬性软片line film线画版line plate实景真人live action外景地location制片场lot指令mandatories公共场所mass audience venue母带master tape合成样片mixed interlock助记手段mnemonic device多媒体演示multimedia presentation正色投影胶片orthographic film透明塑料膜overlay个人场所personal audience venue营销和广告术语类别中文English平台使用费platform licensing后期制作阶段postproduction phase开印前阶段prepress phase预备阶段preproduction phase印刷制作经理print production manager印刷制作过程print production process非公开场所private audience venue制片人producer制作阶段production phase复映复播追加酬金residual fee反差套印reverse knockout无衬线字体sans serif最低合同工资scale衬线字体serif一场session特技special effects插播广告spots剥版stripping叠supers演播人员talent自动台词提示器teleprompter课本纸text paper正文字体text type合套trap字系type families排印工艺typography网页Web page单词计算式word-count method工作样片work print创意书写纸writing paper营销和广告术语类别中文English销售回购津贴buyback allowance目录catalog减价促销cents-off promotion套装赠送combination offer公司大会与经销商聚会company conventions & dealer meetings消费者销售推广consumer sales promotion竞赛contest联合广告cooperative/co-op advertising优惠券coupons顾客终身价值customer lifetime value数据进入data access数据管理data management数据库database数据库营销database marketing直接营销direct marketing直接反应广告direct-response advertising直接销售战略direct-sales strategy直接销售direct selling陈列津贴display allowance易地销售diverting电子优惠券electronic coupons提前购买forward buying广告插页free-standing inserts游戏game店内样品试用in-store sampling联络媒介linkage media人员销售personal selling售点材料point-of-purchase materials什锦袋装样品polybagging 奖品premiums营销和广告术语类别中文English拉式战略pull strategy推销奖金push money/spiffs推式战略push strategy部分退款rebates近期、频次、货币方程RFM formula销售推广sales promotion样品试用sampling货位津贴slotting allowance抽奖sweepstake电话营销telemarketing贸易广告trade advertising贸易集中trade concentration贸易折扣trade deals销售贸易推广trade promotion媒介策划广告反应曲线advertising response curve 注意度attention value受众audience受众目标audience objectives间歇式排期blinking品牌开发指数brand development index集中式bursting品种开发指数category development index发行量circulation持续性continuity持续式continuous schedule成本效益cost efficiency单位成本cost per point千人成本cost per thousand 创意组合creative mix分布目标distribution objectives有效频次effective frequency有效到达率effective reach暴露值exposure value市场、资金、媒介、组合、方法5Ms起伏式flighting schedule频次frequency总印象gross impressions毛评点gross rating points市场markets组合mechanics媒介media媒介策划media planning媒介载体media vehicles讯息力度message weight方法methodology组合媒介法mixed-media approach资金money驱动值motivation value看见机会opportunity to see脉冲式pulsing schedule视听率rating到达率reach每册读者数readers per copy近期策划recency planning路障式road blocking外溢媒介spillover media增效效应synergy媒介策划电视户television households报刊媒体出血bleed批量折扣bulk discounts行业杂志business magazines发行量审核circulation audit分类广告classified ads纽约分类广告网络CANNY分类图片广告classified display ads截稿日期closing date彩色样品纸条color strip混合收费制combination rates消费者杂志consumer magazines合同收费制contract rate赠阅发行controlled circulation联合形式cooperative/co-op programs千人成本CPM封面日期cover date封面位置cover position购物杂志custom magazine日报daily newspapers人口版demographic editions图片广告display advertising实际收费earned rates农业刊物farm publications统一收费制度flat rate香味纸条fragrance strips频率折扣frequency discounts黄金版位full position门式折页gatefold地理版geographic editions基本发行量guaranteed circulation 横向刊物horizontal publication营销和广告术语类别中文English报刊媒体独立购物指南independent shopping guide 插页insert加插刊登通知insertion order岛形半版island halves小单元junior unit地方城市杂志local city magazine杂志出版人协会MPA媒介采购员media buyer媒介标尺调查有限公司MRI全国性杂志national magazines全国性价格national rate美国报业协会NAA报纸版面库NSB上市日期on-sale date公开收费制度open rate订阅发行paid circulation自动弹启式广告pop-up ad.自选版位费preferred-position rates预印广告插页preprinted inserts初级发行量primary circulation清样proof copy公告public notice费率基准rate base价目表rate card阅读告示reading notice地区性刊物regional publications任意版位费制ROP advertising rates二级读者量secondary/pass-along readership欠资收费制short rate赛蒙斯市场调查局SMRB多胞胎版split runs营销和广告术语类别中文English标准广告单位SAU=standard advertising unit标准收费与数据服务公司SRDS标准型报纸standard-size newspaper周日增刊Sunday supplement小报型报纸tabloid newspaper撕样tear sheets三维广告3-D ads纵向刊物vertical publication数量折扣volume discounts报刊媒体周报weekly newspapers电台媒体受众构成audience composition受众占有率audience share时间表avails一刻平均听众数average quarter-hour audience一刻平均收听率average quarter-hour rating一刻平均占有率average quarter-hour share交换辛迪加barter syndication无线电视broadcast TV有线电视cable TV单位成本CPP千人成本CPM累积听众数cumulative persons累积收听率cumulative rating时段组合day-part mix预定市场区域designated market areas班车时间drive time首播辛迪加first-run syndication毛评点gross rating points 开机家庭HUT营销和广告术语类别中文English形象移植imagery transfer信息式广告，专题片informercial互相连接interconnect存货inventory地方时间local time赔偿条件make-goods广播电视网networks网外辛迪加off-network syndication协办participation basis占位价格preemption rate黄金时段prime time节目式广告PLA节目收视率program rating节目编排形式programming formats视听率调查服务公司rating services电台指定时间run-of-station赞助sponsorship点播广播spot announcement点播广播spot radio受众总数total audience总体受众计划total audience plan电视家庭TVHH超高频UHF电台媒体甚高频VHF户外媒体自动取款机ATM基本巴士单位basic bus展台booths路牌bulletin structure 车内尾部招贴car-end posters电影贴片广告cinema advertising名录directories8张招贴eight-sheet posters电子显示屏electronic signs陈列品exhibits陈列媒介exhibitive media全面登场full showing全球定位系统GPS车内广告牌inside cards100露出数100showing户外媒介out-of-home media车体招贴outside posters包装packaging奖品premiums产品安插product placement登场showing看板spectaculars标准户外广告standardized outdoor advertising成品招贴stock posters优惠赠券take-ones出租车外壳taxicab exteriors终点站招贴terminal posters30张招贴架30-sheet poster panel整车牌位total bus商业展示会trade shows交通广告transit advertising车站棚广州广告transit shelter advertising户外媒体录像手册video brochure互联网媒体广告查询ad request横幅广告banner阔幅说明书broadsides手册brochures商业回邮件business reply mail按钮button有线调制解调器cable-modem目录catalogs光驱CD-ROM分类广告W e b站classified ad Web site点击率click rate点进率click-throughs编辑名录compiled lists小甜饼cookies立体创意直邮creative dimensional direct mailing数字互动媒介digital interactive media直接电脑Direct PC直邮广告direct-mail advertising折页folders主页home pages专属名录house lists内部刊物house organ互动电视interactive TV互联网Internet互联网服务供应商Internet service provider插播广告interstitial关键词keyword电脑亭kiosk信件公司letter shop名录经纪人list broker邮件反应名录mail-response lists营销和广告术语类别中文English明信片postcards推播技术push technology销售信函sales letters搜索引擎search engines邮简self-mailers赞助sponsorship公告书statement stuffersW e b浏览器Web browser网页Web pageW e b电视Web TV互联网媒体万维网World Wide WebPrepared by Hiren ZhengApr-03。