营销和广告术语中英对照

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stakeholder

S 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