营销中英译文

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4C营销理论——中英文单词

4C营销理论（The Marketing Theory of 4Cs）4R营销理论（The Marketing Theory of 4Rs）4P营销理论（The Marketing Theory of 4Ps）感性营销（Sensibility Marketing）利基营销（Niche Marketing）交叉营销（Cross Marketing）知识营销（Information Marketing）文化营销（Cultural Marketing）服务营销(Services Marketing)体验营销(Experience Marketing)定制营销(Customization Marketing)色彩营销（Color Marketing）绿色营销(Green Marketing)关系营销(Relationship Marketing)合作营销(The Co Marketing Solution)伙伴营销(Partnership Marketing)一对一营销(One-to-One Marketing)差异化营销(Difference Marketing)大市场营销（Big Marketing）个性化营销(Personalization Marketing)堡垒式营销（Focalization Marketing）数据库营销（Data base Marketing）服务分销策略（Services Distribution Strategy）服务促销策略（Services Sales Promotion Strategy）整合营销传播（Integrated Marketing Communications, IMC)水坝式经营（Dam Operation）战略营销联盟(Strategic Marketing Union)网络数据库营销（Internet Data base Marketing）“整时营销”与“晚盈利”（Profit by Timing Marketing and Lag Profit Marketing) 管理篇目标管理（Management by Objectives, MBO）标杆瞄准（Benchmarking)开明管理（Open Management）宽容管理（Allowance Management）危机管理（Crisis Management）标杆管理（Benchmarking Management）人格管理（Character Management）品牌管理（Brand Management）变革管理（Change Management）沟通管理（Communication Management）走动管理（Management by Walking Around，MBWA）价值管理（Value Management）钩稽管理（Innovation and Practice Management）能本管理(Capacity Core Management)绩效管理（Managing For Performance）赋权管理（Delegation Management）灵捷管理（Celerity Management）物流管理(Logistics Management/Physical Distribution ) (Physical Distribution为传统意义上的物流)知识管理（Knowledge Management）时间管理（Time-Management）互动管理（Interactive Management）T型管理(T Management)预算管理（Budget Management）末日管理（End Management）柔性管理(Soft Management)例外管理（Exception Management）K型管理(K Management)EVA管理(Economic Value Added, EVA)5S管理法（5S ：Seiri、Seiten、Seigo、Seiketsu、Shitsuke）零缺陷管理（Zero Defects）一分钟管理（One Minute Management）供应链管理（Supply Chain Management, SCM）客户关系管理（Customer Relationship Management，CRM）产品数据管理(Product Data Management, PDM)过程质量管理法（Process of Quality Management）管理驾驶舱（Cockpit of Management）OEC管理法(Over All Every Control and Clear)数字化管理(Digital Management)海豚式管理(Management as Porpoise)丰田式管理（Toyota- Management）跨文化管理（Span-Culture Management）蚂蚁式管理（Style of Ant Management）购销比价管理（Purchase by Grade Management）企业内容管理（Enterprise Content Management）企业健康管理（Health of Enterprise Management）薪酬外包管理（Salary Epibolic Management）戴明的质量管理(William Edwards Dem’s Quality Management)六西格玛管理法(Six Sigma)倒金字塔管理（Handstand Pyramidal Management）变形虫式管理(Amoeba Management)定律篇木桶定律（Cannikin Law）墨菲定律(Moffe's Law)羊群效应（Sheep-Flock Effect）帕金森定律（Parkinson's Law）华盛顿合作定律(Washington Company Law)手表定律（Watch Law）蘑菇定律（Mushroom Law）鲇鱼效应（Weever Effect）飞轮效应（Flywheel Effect）光环效应（Halo Effect）马太效应（Matthew Effect）蝴蝶效应（Butterfly Effect）多米诺效应（Domicile Effect）皮格马利翁效应（Pygmalion Effect）彼德原理(The Peter Principle)破窗理论（Break Pane Law）路径依赖（Path Dependence）奥卡姆剃刀（Occam's Razor）博弈论(Game Theory)定位法则（Orientation Law）80/20原理（80/20 Law）X理论-Y理论（Theory X- Theory Y）超Y理论（Exceed theory Y）综合篇7S模型（Principle of 7S）ABC分析法（ABC-Analysis）SWOT分析(SWOT Analysis)波士顿矩阵法（Boston Matrix Analysis）新7S原则(Principle of New 7S)PDCA循环（PDCA Cyc）平衡记分卡(Balanced Score Card)品管圈（Quality Control Circle，QCC）零库存（In-Time Inventory）顾客份额（Constituency Share）业务流程重组(Business Process Reengineer)动态薪酬（Dynamic Salary）管理审计（Managed Audit）管理层收购（Management Buy-out）逆向供应链(Reverse Supply Chain)宽带薪酬设计（Broad Band Salary Design）员工持股计划（Employee Stock Ownership Plan，ESOP）人力资源外包（Epiboly HR）360度绩效反馈(360-Degree Performance Feedback)人力资源价值链（Human Resource Value Chain）柯氏模式（Kirkpatrick Model）归因模型(Attribution Model)期望模型（Expectancy Model）五力模型(The Five-force Model)安东尼模型（Anthony Model）CS经营战略（Customer Satisfaction）532绩效考核模型（532 Performance Appraisal Model）101℃理论（101℃Theory）双因素激励理论（Dual Stimulant Theory）注意力经济（The Economy of Attention）灵捷竞争（Adroitly Compete）德尔菲法（Delphi Technique）执行力(Execution)领导力(Leadership)学习力（Learning Capacity）企业教练（Corporate Coach）首席知识官（Chief Knowledge Officer）第五级领导者（Fifth Rank Leader）智力资本（Intellect Capital）智能资本(Intellectual Capital)高情商团队（High EQ Team）学习型组织（Learning Organization）知识型企业（Knowledge Enterprise）高智商企业（Knowledge-Intensive Enterprise）灵捷组织（Adroitly Organization）虚拟企业（Virtual Enterprise，VE）4Cs营销理论(The Marketing Theory of 4Cs)随着市场竞争日趋激烈，媒介传播速度越来越快，4Ps理论越来越受到挑战。

市场营销的术语中英文对照表

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
SPM（Supermarket） POSM（Point of Sale Materials） ABC（Activity based costing）： cost-plus pricing growth stage maturity stage CRP（Contiuous Replenishment） exporting initiator PW（Passive Wholesalers） TT（Traditional Trade） conventional marketing channel idea screening idea generation Total promotion budget PG（Promotion Girl） inventory control KSR L-SPM（Large - Supermarket） SM（ShoppingMall） agent inseparability LKA（Local Key Account） geographic organization Territorial-structured sales force TPL（Third Party Logistics） FVP（First Vice President） Telemarketing Television marketing DSD（Direct Store Delivery） order processing motive exclusive distribution USP（Unique Selling Propostion） GE（Gondola End） TG（Type Genus ）

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。

marketing专业词汇中英文对照

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 promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力competitor analysis 竞争者分析complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场computerized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况conflict and resolution strategies 冲突和解决战略conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型consumer decision-making 消费者（购买）决策consumer goods channels 消费品分销渠道Consumer Goods Pricing Act, USA 美国消费品定价法案consumer goods 消费品consumer markets 消费品市场consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers' perceptions 消费者感知consumption 消费contests 竞赛contingency planning 权变计划contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际贡献（贡献毛利）分析contributrion margin 边际贡献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 服务的便利性Cool Whip 清凉维普co-operative advertising 合作性广告co-ordination and conflict resolution 协调与冲突解决co-production 合作生产core benefit proposition (CBP) 核心利益方案/提议corollary-data method 推定数据法corporate HQ 公司总部corporate scope 公司（经营）范围corporate strategy 公司战略corporate vertical marketing systems 公司式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告corrective action 矫正行动cost analysis 成本分析cost effectiveness 成本有效性cost leadership strategy 成本领先战略cost of capital 资本成本cost of goods sold (COGS) 产品销售成本cost reductions 降低成本产品cost-and-volume relationship 成本-数量关系cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益costs of competitors 竞争者成本costs of distribution 分销成本countertrade 对等贸易coupons 优惠券courtesy 礼貌coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing 习惯性定价法customer analysis 顾客分析customer contact 顾客接触customer demand 顾客需求customer intimacy 顾客亲密度customer loyalty 顾客忠诚度customer need 顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客服务customer-oriented pricing 顾客导向定价法customers' perception 顾客感知customers' preferences 顾客偏好customers' price sensitivity 顾客的价格敏感度customizing 定制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 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/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。

微信营销中英文对照外文翻译文献

微信营销中英文对照外文翻译文献(文档含英文原文和中文翻译)原文：WeChat Marketing ReviewJohn Scouriaspresent situationWeChat micro-blog marketing be just unfolding, and quicklybecame the brand manufacturers in addition to the official micro-blog another Internet marketing hot. Since August 18, 2012WeChat public platform officially launched, the media, brands and celebrities use more methods to their fans push all kinds of information, more and more WeChat marketing effectcan not be ignored. WeChat marketing, and gradually spread to the domestic industry salesfield, and plays an important role to change the existing marketing mode. This paper is a summary of the relevant WeChat marketing research summary of predecessors, throughanalysis, summary of the scholars of the WeChat marketing research. The advantages and disadvantages of WeChat marketing mode, and WeChat marketing prospects, existing problems and countermeasures are summarized, and put forward the direction of theirthinking.Theme1.WeChat born marketing modelIn recent years, although the domestic enterprises in the electronic marketing aspects withgreatly improved but it is still will be influenced and restricted by social environment. When the enterprise risk in the marketing process, then because of the risk and the cost will rise, while the sales of the product will be affected, thisis very dangerous for enterprises. How to get agreater return on sales by small investment, has become a key issue in the enterprise need to consider, there WeChat is become a ready-made panacea to solve the enterprise marketing mode. The main way WeChat platform for public communication is a two-dimensional code,the emergence of a two-dimensional code is a creative transformation of many enterprises for domestic and international, it is the marketing and media industry has brought new impetus to the development of. In today's increasingly competitive market, WeChat these two-dimensional code, low cost, quick network marketing mode was used by many enterprises.From the opening of WeChat business point of view, they will put the dealer to WeChat camp,the enterprise can make some backbone staff participation, establishing a business WeChatarmy. From the information released, mainly in brand information, industry information,business activities, the official website, promotional activities, in fact, are for business promotion, brand building, information push to build a good platform.2. on the WeChat marketing model to explore(1)on the WeChat marketing mode is known as the following four modes:(2)LBS+see nearby "function,mining potential customers,opening up new channels of enterprise sales;(3)O2O+ "two-dimensional code scanning" function, boost brand virality, key entrancethrough online and offline businesses;(4)WeChat public platform+"circle of friends"new features,to create anew social relationships chain,to create a new mode of enterprise reputation; (5)WeChat interactive push, push through a brand can develop personalized,interactive activities and"fans",to provide more direct interaction experience.Zhang Li (2013) used in the analysis of enterprise marketing WeChat when, think to the enterprise, WeChat marketing or marketing mode must be used to distinguish, for differententerprises of different products and services, to adopt different marketing methods, such asO2O+, two-dimensional code scanning mode is suitable for dining, entertainment and otherproducts or services and users closely related enterprises; she also pointed out that WeChatmarketing cost is low, the advantages of potential customers.parison of definition of WeChat marketing and traditional modeWeChat marketing is the era of network economy on the innovation of marketing mode, and is accompanied by a kind of network marketing way of WeChat, WeChat has no distance limit,the user registration WeChat, and around the same registration "friends" to form aconnection, users subscribe to their required information businesses, by providing the needed information, the way of marketing to promote their products.Han Mei (2013) said WeChat is defined as a new media, the new network marketing channels,and to WeChat as an example, through the contrast WeChat platform for traditional network platform characteristics and advantages compared, analyzed the enterprise three characteristics by WeChat platform to carry outmarketing activities that word of mouth communication, content positioning precision marketing, the geographical position of marketing. To accept a high degree of accuracy and content is the use of the two characteristics of network marketing WeChat platform, and the two is the lack of the traditionalmass media marketing mode..I think,WeChat marketing to solve the major problems in marketing-- Discussion on precision marketing,WeChat marketing based on the mobile Internet is the first attempt to pioneer the precision marketing.WeChat public platform authentication account background according to the various conditions on the classification of the user,user specific information can be sent to a certification account classification.The dissemination of information WeChat public accountis the first by the user to choose,the user of the information rejection is small,and themessage type is rich,support mixed map and text or video,audio,flexible and diverse forms.As a mobile social networking application,the possibility of WeChat also provides greater public accounts and individual users to interact.Marketing: in WeChat public platform, everyone can use a QQ number, create an ownWeChat public number, and in the WeChat platform to achieve text, pictures, voice andspecific groups of the full range of communication, interaction. The recent wave of Cadillachad "found heart Highway No. 66" activities, WeChat public account every day will send a group of the most beautiful travel image to the user, in order to resonate. Other content, basic to the main models of beauties, suchas overseas spy photos show. Cadillac also use theaccount to publish real-time content, such as before the Shanghai released orange rainstormwarning, made a safe travel alert.This kind of marketing mode in Shandong auto show in Ji'nan has also been used, there is thepublic platform Cadillac exhibitors booth, visitors can scan two-dimensional code concern the public platform, to understand the dynamic Cadillac automobile 4S shop.Starbucks"woke up"mode:interactive push WeChatMarketing:to push through a brand can develop personalized,interactive activities and"fans",to provide more direct interaction experience.When users add as friend,"Starbucks"expresses feelings with WeChat expression,Starbucks will be based on the user sends amood,with"wake up"the album's music in response to user.This kind of marketing is in line with the characteristics of consumer groups,and the shape of the Starbucks image better.4. on the WeChat marketing potential problem analysisTan Kai (2012) in WeChat marketing and puts forward some technical problems can not beavoided. LBS, two-dimensional code scanning, circle of friends, speech function and a series of multimedia features, companies can provide users with more extensive services, to develop more specific marketing strategy. However, from another and see, due to excessiveenthusiasm of enterprises, WeChat marketing will bring a lot of trouble to the user. WeChatmarketing the "license",only the user license, the enterprise can force a dialogue with theuser, although this part of the user can be defined as a loyal user of enterprise, but they can always close interaction with the enterprise. So how to maintain the relationship between theuser and will become the key WeChat marketing promotion.Feng Haichao (2013) also believe that, WeChat as a new means of marketing and marketing platform, WeChat is strong enough, the value of it is self-evident, but can actually achievewhat quantity but if the new super star as a marketing platform, there are still some problemscan not be ignored, nor can WeChat expectations too much. He pointed out a problem the most direct WeChat marketing, public platform and WeChat user demand does not match theproblem. He also believes that the core issue in the WeChat marketing team must consider is,do the user relationship or information, it is worth considering.Wu En,Mao Xiuli(2013)compared with the WeChat micro-blog marketing ability,analysis showed that the number WeChat than micro-blog in client type less,WeChat marketing abilityis limited,WeChat to want to go to the transformation,expanding client types,expand the deFei Qun,the development of more kinds of information,better meet consumer demand.SummaryFrom the analysis of literature, the WeChat micro-blog marketing, research has been more perfect, scholars from the current use of WeChat, and according to the WeChat propagation mode, enterprise applications, WeChat existing marketingproblems and other aspects were investigated in detail. But through our research on these documents, found in the enterprises in the use of WeChat marketing, also need according to its role and effectiveness for further.analysis, how to measure marketing effectiveness, only to see how many fans are not convinced.On the other hand, WeChat marketing is not only a marketing tool, It can be transformed into customer relationship maintenance.翻译：微信营销综述现状微博营销方兴未艾，微信又迅速成为众品牌商除官方微博外另一互联网营销热地。

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在市场营销专业中，以下是一些常见的术语及其中英文对照翻译：
1. 市场营销 - Marketing
2. 目标市场 - Target Market
3. 市场细分 - Market Segmentation
4. 品牌定位 - Brand Positioning
5. 市场调研 - Market Research
6. 市场份额 - Market Share
7. 市场营销策略 - Marketing Strategy
8. 市场营销环境 - Marketing Environment
9. 市场营销 mix - Marketing Mix
10. 产品定价 - Product Pricing
11. 市场营销推广 - Marketing Promotion
12. 市场营销计划 - Marketing Plan
13. 渠道管理 - Channel Management
14. 品牌价值 - Brand Value
15. 竞争分析 - Competitive Analysis
16. 销售预测 - Sales Forecasting
17. 市场营销活动 - Marketing Campaign
18. 市场营销目标 - Marketing Objectives
19. 市场份额增长 - Market Share Growth
20. 市场定位 - Market Positioning
这些术语可以帮助您理解和沟通市场营销的概念和策略。

请注意，有时候术语的翻译可能存在一定的灵活性，具体使用时需要结合实际情境和语境进行理解。

市场营销专业词汇中英文对照表2

第2部分：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 growth rate 市场增长率market hirarchy 市场等级market inclusion 市场纳入market measurement 市场测量market opportunity analysis 市场机会分析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 segment 细分市场market segmentation 市场细分market targeting 目标市场选择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 Prod screening model 新普罗德筛选模型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-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oeverall quality 总体质量off-invoice discounts 发票之外的折扣offsets 抵消交易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ownership of new product 新产品所有权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possession utility 拥有效用post-purchase dissonance 购买后的不协调post-purchase evaluation 购买后评估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/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 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 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 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 scope 产品范围product space 产品位置product systems 产品体系product type 产品类型product usage 产品用途product(ion)-oriented organization 产品/生产导向型组织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 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 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reactive and proactive responses 反应及前摄策略reactive new-product development strategy reactor strategy 反应型战略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）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 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roster 名册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 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 personnel incentives 销售人员激励sales personnel 销售人员sales potential 销售潜力sales territory 销售地区sales trends 销售趋势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source credibility 信息来源的可信度source 广告信息来源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 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Sumitomo 住友商事Sun Microsystems 太阳微系统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synergy 协同作用tabulation 制表tangibility 有形性target 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team selling 团队销售technical selling 技术销售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total cost 总成本total quality managemnt (TQM) 全面质量管理Toys 'R' Us 美国著名玩具零售商tracking and monitoring 跟踪与监控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transactiional efficiency 交易效率transaction cost analysis (TCA) 交易成本分析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types of adverstising 广告种类types of brand 品牌种类types of costs 成本种类ultimate 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Union Pacific Railroad 联合太平洋铁路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usage 用途use tests 使用测试utility/price relationship 效用/价格关系VALS2 价值与生活方式体系2value-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want 欲求warranty 质量保证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zero defect 零缺陷zone pricing 分区定价法。

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。

营销策略对话17篇-中英文对照

1. Advertising and Business ImageA: I think advertising plays an important part in your production promotion. Do you agree with me? B: Yes. l am especially interested in the role of business image and public relation that advertising plays in the production promotion.A: That is a fascinating and important area in the entire process of successful merchandising, especially the matter of public relations and business image.B: There is a close relationship between building a reputation and establishing goodwill. Am I right?A: Yes. We all know what it is when a company has it and we clearly know when a company doesn't have it.B: I think we all know thatA: The same thing applies to product, too. And this is why I think the specific product advertising has only limited effect. In the long run, it's image that really counts.B: Yes, advertising can help build product recognition, and product itself build image.1. 广告与企业形象A：我认为广告对促进生产发挥着重要作用，您同意吗？B：是的。

微信营销中英文对照外文翻译文献

市场营销专业词汇中英文对照表

第1局部：Accesibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略additions to e*isting product lines 现有产品线的增加vertical marketing systems 垂直营销系统advertising reach 广告承受人数advertising message 广告信息advertising source 广告信息来源allowance 折让alteration 退换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barter 实物交易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benefit clusters 利益群体blanket purchase order 一揽子采购合同blind-paired parison testing 双盲比拟测试bottom line 底线/盈亏一览结算线brand e*tensions 品牌扩展brand recognition 品牌识别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brokers 经纪人bundle 捆绑busines strength rating 商业能力评分business position 经营地位business services markets 商业效劳市场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buying behavior 购置行为buying center 采购中心buying inertia 购置惯性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catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织构造channel objectives 渠道目标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choice criteria 选择标准closing a sale 完毕销售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bination pensation plan 结合式薪酬方案munication process 传播过程parative advertisements 比拟广告parison of brands 品牌比拟pensation deals 补偿处理pensation plan 酬金方案pensation/rewards 酬金/奖励pensatory 补偿性的petition and industry evolution 竞争和行业演变petition-orientated pricing 竞争导向定价法petitive (supply-side) evolution 竞争〔供方〕演变petitive factors 竞争因素petitive intelligence 竞争情报/信息petitive parity promotion budgeting 竞争均势促销预算法petitive strategy 竞争战略petitive strength 竞争优势/能力plaint handling 投诉处理ponent materials and parts markets 组成材料和零部件市场puterized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况conflict and resolution strategies 冲突和解决战略conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型consumer decision-making 消费者〔购置〕决策consumer goods channels 消费品分销渠道Consumer Goods Pricing Act, USA 美国消费品定价法案consumers' perceptions 消费者感知contingency planning 权变方案contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际奉献〔奉献毛利〕分析contributrion margin 边际奉献control strategies 控制战略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 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 effectiveness 本钱有效性cost leadership strategy 本钱领先战略cost of capital 资本本钱cost of goods sold (COGS) 产品销售本钱cost reductions 降低本钱产品cost-and-volume relationship 本钱-数量关系cost-oriented pricing 本钱导向定价法cost-plus/mark-up pricing 本钱加成/溢价定价法costs and benefits of marketing functions 营销职能的本钱和效益costs of petitors 竞争者本钱costs of distribution 分销本钱countertrade 对等贸易coverage of geographic market 地域性市场的围.coverage of relevant retailers 相关零售商的销售围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross-elasticity 穿插弹性customary pricing 习惯性定价法customer contact 顾客接触customer intimacy 顾客亲密度customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保存customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer-oriented pricing 顾客导向定价法customers' perception 顾客感知customizing 定制deceptive advertisements 欺骗性广告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dependability 可靠性deregulation 放松管制derived demand 衍生需求descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants 决定因素different responses 差异反响differentiated defender strategy 差异化防御战略differentiated marketing 差异化营销differentiation over time 不同时间的差异diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度direct costing profitability analysis 直接本钱盈利性分析direct 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discount rate 贴现率discount/premium price policies 折扣/溢价策略discriminant analysis 差异分析法discriminatory adjustments 歧视价风格整discriminatory pricing adjustments 歧视定价调整disjunctive model 别离模型dissonance-attribution hierarchy 不和谐-归属层次构造distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distributor/store (private lables) brands 分销商/私有品牌.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duplication 〔媒体〕重复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education services 教育效劳effectiveness 有效性emergency goods 急需品emotional appeals 情感诉求empathy 移情作用empirical evidence 经历性实例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 position 种族构成evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供给商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估everyday low-price (EDLP) 天天低价evoked set 引发的组合evolution of market 市场演变e*clusive dealing 独家销售e*clusive distribution 独家分销e*ecutive summary 执行摘要e*hibition media 展示广告媒体e*it barriers 退出壁垒e*pansion path 扩途径e*pectation measures 〔顾客〕预期测度e*pectations of customers 顾客期望e*pected unit sales 预计产量e*pected value 期望价值e*perience curve 经历曲线e*perimental research 实验性研究e*pert power 专长权e*ploratory research 探索性研究e*port agents 出口代理〔商〕e*port jobbers 出口批发商e*port management pany 出口管理公司e*port merchants 出口贸易商e*porting 出口商品.e*tended use strategy 扩大使用战略e*tending volume growth 扩大市场份额e*trapolation 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family branding 家族品牌family life cycle 家庭生命周期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FedE* (Federal E*press) 联邦快递feedback data 反响数据field test marketing 实地市场测试financing 融资fisheries 渔业fit and finish 结实度与外观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 扁平的组织构造FOB origin pricing FOB产地定价法focus strategy 集中战略foreign middlemen 国外中间商forestry 林业formalization 形式/规化formulate 制定fortress/position-defence strategy 防御堡垒战略forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 免费freight-absorption pricing 免收运费定价法fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全本钱盈利性分析full-service wholesalers 全方位效劳的批发商functional petencies 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 职能型组织构造functional performance 功能性能functional strategy 职能战略gatekeepers 信息传递者general behavioral descriptors 一般行为变量General Foods Corporation 通用食品general merchandise discount chains 群众商品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布geographical organization of sales force 按地区组织销售队伍Gillette 吉列剔须刀global adjustments 全球调整global elite consumer segment 全球精英消费品市场global e*pansion 全球扩global marketing control 全球营销控制global niche strategy 全球时机战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场global-market e*pansion 全球市场扩goals 总目标going-rate/petitive 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grey market 灰色市场gross domestic product (GDP) 国生产总值gross margin 毛利gross national product (GNP) 国民生产总值gross rating points (GRPs) 总级别指数group/category product manager 类别产品经理growth stage of product life cycle 产品生命周期的成长阶段growth-e*tension strategies 增长扩战略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 panyhelpfulness 有益性Henkel 汉高Hertz 赫兹〔美国汽车租赁巨头〕hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商high market share global strategy 高市场份额全球战略high-contact service system 高接触效劳系统high-involvement product 高参与产品high-involvement purchase 高参与购置hight market share 高市场份额战略homogeneous market 同质市场household/family life cycle 家庭生命周期hybrid technology 混合技术idea generation 创意的产生/生成ideas for new products 新产品创意/设想idea-screening process 创意筛选过程identification of segments 识别细分市场image pricing 形象定价imitative positioning 模仿定位imitative strategy 模仿战略impact evaluation 影响评估impersonal sources 非个人的信息来源implementation and control of marketing programs 营销方案的执行和控制improvements in or revisions of e*isting products 现有产品的改进或修正impulse buying 冲动购置impulse goods 冲动购置品increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接本钱盈利性分析individual brand 个别品牌industrial goods & services 工业产品和效劳industrial goods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-business position matri* 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infomunications industry 信息通信行业infomercials 商业信息广告information search 信息搜集informative 告知性的in-home personal interview 个人家庭访谈in-house use tests 部使用测试innovativeness 创新性installation 设施in-store display 店展示in-store positioning 店布局in-store promotion 店促销intangibles 无形integrated marketing munication plan (IMC) 整合营销传播方案integration of perception 感知整合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internal organizational structure 部组织构造international advertising 国际广告international channels 国际分销渠道international division 国际分部international marketing 国际营销international organizational design 国际组织设计internationalization of services 效劳的国际化introductory stage of product life cycle 产品生命周期的推出阶段inventory level 库存水平investor relations advertising 投资关系广告issue advertising 观点广告jobbers 批发商Johnson & Johnson 强生jury of e*ecutive 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 学习层级构造legal services 法律效劳legislation 立法legitimate power 法定权level of pensation 酬金水平level of technical sophistication 技术的复杂程度Levi Strauss 维·史特劳斯le*icographic model 词典编纂模型limited-service wholesalers 有限效劳的批发商line e*tension 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low-contact service system 低接触效劳系统low-cost defender 低本钱防御型low-cost position 低本钱地位low-involvement hierarchy 低参与程度层级构造。

市场营销单词(中英)

Lecture 1有形产品 tangible products无形产品 intangible products客户关系管理 customer relationship management选择性关系管理 selective relationship management客户盈利分析 customer profitability analysis供应链管理 supply chain management分销商 distributor零售商 retailer直销 direct marketing降低需求措施 demarketing当前客户 current customers潜在客户 potential customers未来客户 perspective customers规模经济 economies of scale销量 sales volume对产品进行持续改良 continuous product improvement 客户满意度 customer satisfaction较好的客户价值 superior customer valueLecture 2营销环境 marketing environment宏观环境 macroenvironment微观环境 microenvironment社会影响 societal forces最高管理层 top management高级管理层 senior management财务 finance研发 Research & Development采购 purchasing运营 operations会计 accounting供应商 supplier供应短缺 supply shortage供应延误 supply delay营销中介 marketing intermediaries转售商 reseller批发商 wholesaler零售商 retailer营销服务中介 marketing services agencies货物流通公司 physical distribution firms金融中介 financial intermediaries再加工 further processing有竞争力的营销策略 competitive marketing strategy 公众 publics人口结构的影响 demographic forces年龄结构 age structure消费者结构 consumer patterns消费结构 spending patterns自然环境 natural environment原材料 shortage of raw materials能源成本energy cost政府介入 government intervention主动策略 proactive approach被动策略 reactive approachLecture 3Strategic planning: 战略规划Business portfolio: 业务投资组合Mission statement: 远景、宗旨Market-oriented: 以市场为导向Objective: 目标Strategic business unit: 战略业务单位Corporate strategy: 公司战略、公司策略Question marks: 问题类Stars: 明星类Cash cows: 问题类Dogs: 狗类Existing products: 现有产品Existing markets: 现有市场Market penetration: 市场渗透Market development: 市场开发Product development: 产品开发Diversification: 多样化经营、多元化经营Market segmentation: 市场细分Target: 选择、选中Market positioning: 定位Marketing plan: 营销计划Situation analysis: 情况分析Action programs: 行动方案Monitoring: 监督Assessment: 评估Executive summary: 经营综合报告Timing: 定时、计时Lecture 4Consumer buyer behavior: 购买者行为学Marketing stimuli: 市场刺激因素Subculture: 亚文化群Perception: 感知、认识Motivation：动力Cultural factor: 文化因素Social class：社会阶层Household type: 家庭类型Reference group: 参照群体Consumer response：消费者反应Opinion leader：舆论领袖、舆论领导者Innovator: 创新者Experiencer: 体验者Maker: 制造者Achiever：成功者、成功人士Striver：奋斗者、奋斗人士Thinker：思考者Believer：信仰者Physiological （needs）: 生理需要Safety: 安全感Belongingness: 归属感Esteem: 尊重Self-actualization: 自我实现（的需要）Involvement: 参与度Complex buying behavior: 复杂购买行为Information gathering: 信息搜集Evaluation behavior: 评估行为Dissonance-reducing buying behavior: 降低失调的购买行为Habitual buying behavior: 习惯性购买行为Variety-seeking buying behavior: 寻求多样化的购买行为Need recognition: 需求识别Information search: 信息搜寻Evaluation of alternatives: 替代品评估Purchase decision: 购买决策Postpurchase behavior: 购买后行为Early adopter: 早期用户Early majority: 早期大众Laggard: 落后者Lecture 5 VocabularyBusiness-to-business market: 企业对企业市场Business buying process: 商业采购流程Institutional market: 机构采购市场Straight re-buy: 直接再购Modified re-buy: 调整再购New task: 新任务采购Systems selling: 配套出售Derived demand: 衍生需求Inelastic demand: 无弹性需求Fluctuating demand：波动需求Buying center: 采购中心Users：使用者Influencers：影响者Buyers：购买者Deciders：决策者Gatekeepers：守护者Procurement：采购Online purchasing：在线采购Technological change：技术变革Political and regulatory developments：政治与监管（制度）的发展Competitive developments：竞争性发展Organizational structure: 组织结构Procedures：流程Job position：工作职位Risk attitudes：对待风险的态度General need description: 大体需求描述Product specification: 产品规格Supplier search：寻找供应商Proposal solicitation: 征集项目书Order-routine specification：订单程序说明Performance review: 性能评估Lecture 6 VocabularySegmentation: 市场细分Segment：细分市场Targeting: 目标市场选择Positioning：市场定位Psychographics：消费心态学 (psychographic adj.)Life cycle: 生命周期Multiple segmentation：多重细分策略Mass marketing: 大规模营销Segment marketing：细分营销Niche marketing：利基营销Micromarketing：微观营销Differentiated marketing: 区别营销Undifferentiated marketing: 无差异营销Pre-emptive: 先发制人的Value proposition: 价值定位、价值主张Unique selling proposition: 独特销售主张Lecture 7 VocabularyCore product: 核心产品Actual product: 实际产品Augmented product: 附加产品Product level: 产品层次Convenience product: 便利产品、便利品Shopping product: 选购产品、选购品Specialty product: 特殊产品、特殊品Unsought product: 非渴求产品 (unsought goods: 非渴求物品) Material and parts: 物料配件Capital items: 资本货物Supplies and services: 供应与服务Intangibility: 无形性Inseparability: 不可分割性Variability: 差异性Perishability: 短暂性The service-profit chain: 服务利润链Internal Marketing: 内部营销External marketing: 外部营销Interactive marketing: 互动营销Deception: 欺诈Exploitation: 投机利用Lecture 8 VocabularyProduct attributes: 产品特性Branding: 塑造品牌、打造品牌、建立品牌Packaging: 包装Labeling: 标贴Brand: 品牌Brand equity: 品牌资产Brand positioning: 品牌定位Brand name selection: 品牌名称选定Brand development: 品牌开发Brand sponsorship: 品牌赞助Licensing: 品牌专利授权、品牌特许加盟Co-brand: 联名Line extension: 产品线延伸Brand extension: 品牌延伸Multibrands: 多品牌Brand management: 品牌管理Product mix: 产品组合Consistency: 一致性Product strategy: 产品策略Lecture 9 VocabularyNew product development: 新产品开发Product lifecycle: 产品生命周期Acquisition: 收购Idea generation: 构思的产生Idea screening: 构思的筛选Concept development and testing: 概念开发与测试Marketing strategy: 市场策略Business analysis：业务分析Product development: 产品开发Test marketing: 试销Commercialization: 商业化Sequential product development: 有序产品开发Simultaneous product development: 同步产品开发Team-based: 基于团队的Introduction: 推行期Growth: 成长期Maturity: 成熟期Decline: 衰退期Controlled exit: 受控的退出Lecture 10 VocabularyPrice 价格Pricing 定价／定价法／定价策略Pricing strategy (pl. -es) 定价策略Cost-plus pricing 成本加成定价法Competitor-based pricing 竞争导向定价法Target profit pricing／break-even analysis 目标利润定价法Value-based pricing 价值导向定价法Premium：a higher price 加价／保费Parity：the same price 平价Discount：a lower price 折扣Cost-plus pricing 加成定价Break-even pricing 平衡定价Market-penetration pricing 渗透定价／薄利多销Market-skimming pricing 撇脂定价Stakeholder 利益相关者International pricing 国际营销定价Product mix pricing strategies 产品组合定价Product line pricing 产品线定价Optional-product pricing 任选产品定价Captive-product pricing 俘虏产品定价By-product pricing 连带产品定价／副产品定价Product bundle pricing 搭售产品定价／捆绑式定价Price-adjustment strategies 价格调整策略Discount and allowance pricing 折扣定价Segmented pricing 细分市场定价Psychological pricing 心理定价Promotional pricing 促销定价Mantissa pricing 尾数定价Loss leader pricing 招徕定价Reference prices 参考价格Geographical pricing 地理定价FOB-origin pricing 寄发地定价Uniform-delivered pricing 统一运费定价Zone pricing 区域定价Basing-point pricing 基点定价Lecture 12 VocabularyFDI 外国直接投资Greenfield operations 新设投资／新建投资M&A 兼并与收购Direct investment 直接投资Exporting 出口Joint venturing 设立合资企业Licensing （授权）品牌特许加盟Contract manufacturing 委托制造Management contracting 经营承包Joint ownership 共有权／共同所有权Barter 物物交换／以物换物／易货Tariff 关税Embargoes 禁运／禁止贸易Exchange controls 外汇管制Quotas 定额／配额Compensation 补偿Buyback 返销Counter-purchase 相互购买Lecture 13 VocabularyProfessional ethics 职业道德Code of ethics 道德准则Deceptive practice 欺诈行为High-pressure selling 高压销售Planned obsolescence 计划报废Materialism 物质主义、实利主义Consumerism 保护消费者利益主义Environmentalism 环保Enlightened marketing 有远见的营销方式Consumer-oriented marketing 以消费者为导向的营销Innovative marketing 创新型营销Customer-value marketing 追求客户价值的营销Sense-of-mission marketing 具有使命感的营销Societal marketing 社会营销Lecture 11 VocabularyPersonal selling 人员推销Direct marketing 直复营销Marketing communications mix 营销沟通组合Promotional activities 促销活动Sales promotion 促销Communication process沟通过程Sender 发送人Receiver 接收人Encode 编码Decode 解码Message 消息、信息Media 媒介Response 反应Feedback 反馈Noise 噪音Awareness 知晓Knowledge 了解Liking 喜好Preference 偏好Conviction 确信Pull strategy 拉动策略（诱导策略）Push strategy 推动策略（积极策略）Affordable method 可供给额法Percentage-of-sales method销售百分比法Competitive-parity method 竞争平位法Objective-and-task method 目标任务法Contact point(s) 接触点Performance measure(s) 业绩指标、业绩评估。

全渠道营销外文翻译中英文2020

全渠道营销外文翻译中英文2020英文Reconceptualizing Integration Quality Dynamics for Omnichannel MarketingTasnim Hossain, Shahriar Akter,etcAbstractOmnichannel marketing, the notion of seamless integration between channels to provide consistent service experience for customers, has become one of the most crucial aspects of multichannel management for companies in recent years. Although many companies have embraced omnichannel strategies, there remains a gap of understanding factors influencing integration quality (INQ) within all these channels. Drawing on omni and multi channel services research, this paper develops and validates the dimensions and sub-dimensions of omnichannel integration quality. This research further examines how the perceived INQ impacts cross-buying behavior and customer value in an omnichannel environment. This research is based on 20 in-depth interviews, two focus group discussions (n = 18) and 301 survey data from multichannel banking customers in Australia. PLS path modeling was used to test hypothesized relations and validate the hierarchical INQ model and its effects on outcome constructs. The findings of this research confirm that INQ is a hierarchical construct consisting of four primary dimensions and ten sub-dimensions. Furthermore, this research provides evidence of cross-buying intentions as a behavioral outcome of INQ, which acts as a partial mediator between INQ and perceived value.Keywords: Service quality, Integration quality, Cross-buying intention, Omnichannel marketing, PLS hierarchical model1. IntroductionResearch on omnichannel management is gaining momentum as reports show implementing an omnichannel system results in 250% higher purchase frequency, 13% more order value, 90% higher customer retention, and 13.5% more engagement rate compared to a single-channel system (Collins, 2019). At Myer, one of Australia's largest department stores, omnichannel implementation resulted in a 41.1% increasein online sales in 2017 (Cameron, 2017). In a B2B context, Hansen and Sia (2015) showcase the importance of omnichannel strategy using insights of Hummel, a Denmark based sports and lifestyle apparel. Hummel's omnichannel strategy is built on a B2B network of distributors, licensed partners, and online-offline retailers. Developing an omnichannel strategy helped Hummel to increase its total sales from $170 million in 2010 to $240 million in 2013 (Hansen & Sia, 2015). Additionally, its online sales grew from 5% to 21% from 2010 to 2013.Customers nowadays use several channels such as physical stores, websites, direct mail and catalogs, social media sites, review sites, call centers, mobile devices, kiosks, home services, networked appliances, and so on to complete even a single purchase. Omnichannel management refers to the integration of all these channels of a firm and customer touchpoints, which ultimately results in customer satisfaction through a seamless service experience. Recent academic studies on channel management has focused on omnichannel marketing, where definitions (Rigby, 2011; Verhoef, Kannan, & Inman, 2015), dimensions involving omnichannel system has been discussed.Despite its importance, there is little evidence of the effect of omnichannel on firms and customers. Specifically, there is a paucity of studies in regards to the integration of various channels and their effects on customers (Banerjee, 2014; Trenz, 2015). Although integrated/seamless experience of using various channels is one of the vital foundations of omnichannel marketing (Huré et al., 2017; Lee et al., 2019; Li et al., 2018; Shen et al., 2018; Verhoef et al., 2015), the extant literature often used a siloed approach in this stream by viewing offline and online channels separately (Herhausen, Binder, Schoegel, & Herrmann, 2015; Huréet al., 2017). This siloed approach is no longer appropriate as customers frequently use more than one channel these days. A recent study reports that organizational silos are still the most significant barriers in creating a customer-centric business (Harvard Business Review Analytic Services, 2018). For example, H&M reported a loss of its share price in late 2017 which was mainly because of the lack of online-offline integration and customer dissatisfaction resulting from inconsistent information between channels (Sharma,2017). Other retailers such as Debenham, and Marks and Spencer announced store closure due to being unable to change store portfolio (O'Grady et al., 2018). Hence, integration of physical and virtual channels through omnichannel service delivery is the key to the enhanced service quality (Rizzi & Taraporevala, 2019).To address the critical issue of integration within channels, several studies suggest integration quality (INQ) or synchronizing service elements within channels as the key to rendering seamless experience (Banerjee, 2014; Montoya-Weiss, V oss, & Grewal, 2003; Sousa & V oss, 2006). However, despite its importance, addressing integration quality (INQ) of omnichannel services remains fragmented and mostly conceptual. Only a few studies have conceptualized and tested dimensions of integration quality (Hsieh et al., 2012; Lee et al., 2019; Oh & Teo, 2010; Shen et al., 2018; Wu & Chang, 2016). The findings of these studies make it apparent that there remains scope for developing and validating an integration quality model in the context of omnichannel services delivery. Additionally, there is a lack of studies investigating the effects of INQ on cross-buying intention and perceived value. Whereas cross-buying intention refers to customers' intent to purchase additional products from the same firm (Kumar & Venkatesan, 2005), perceive value refers to the perception of net benefit against the cost associated with receiving a service (Zeithaml, 1988). To address these gaps, we utilize dynamic capabilities theory (Helfat et al., 2009; Teece, Pisano, & Shuen, 1997) to relate integration quality with dynamic capabilities and put forward the research questions: What are the dimensions of omnichannel integration quality and how does this quality perception determine cross-buying intentions and perceived value?2. Literature review2.1. Omnichannel marketingThe disruptive change brought by smartphone and other mobile devices (Shankar, Venkatesh, Hofacker, & Naik, 2010) has induced customers to expect more enriched and seamless shopping experience in terms of channel scope (increasing number of channels and touchpoints) and focus (the overall customer brand experience) (Picot-Coupey et al., 2016). In this context, research progressed to multichannelintegration or cross-channel retailing (Bendoly, Blocher, Bretthauer, Krishnan, & Venkataramanan, 2005; Cao & Li, 2015) and, recently, to omnichannel retailing (Brynjolfsson et al., 2013; Rigby, 2011; Verhoef et al., 2015). Rigby (2011, p. 67) first coined the term Omnichannel retailing to address the current and rapid proliferation of digital retailing by defining omnichannel as “an integrated sales experience that melds the advantage of physical stores with the information-rich experience of online shopping.” Verhoef et al. (2015, p. 176) define omnichannel management as “the synergetic management of the numerous available channels and customer touchpoints, in such a way that the customer experience across channels and the performance over channels are optimized.”. Omnichannel is n ot just simultaneous use of channels; instead, it is the integration of all available channels within a company (Lazaris & Vrechopoulos, 2014). Also, Levy, Weitz, and Grewal (2013) define omnichannel as a coordinated offering using all the channels of a retailer to provide a seamless customer experience. Brynjolfsson et al. (2013) foresee omnichannel marketing as an experience which will diminish the distinction between online and offline channels and turn the world into a showroom without walls.2.2. Integration quality and its dimensionsAs discussed earlier, the notion of integration is of utmost importance for omnichannel marketing. Service quality research has addressed the issue of channel integration within the multichannel environment and termed it as integration quality (INQ) (Banerjee, 2014; Lee et al., 2019; Sousa & V oss, 2006). These studies of INQ argue a firm which provides services through multiple channels may have a good level of physical and virtual quality. However, because of the inconsistencies between the channels, the overall quality perception may be less. Due to this phenomenon, Sousa and V oss (2006, p. 365) suggest INQ as a significant factor of multichannel services and is defined as “the ability to provide customers with a seamless service experience across multiple channels.” The focus of INQ is to capture the essential characteristics of physical and virtual channels as a whole and to provide a consistent customer experience through all the channels that a company utilizes.Although there is a dearth of research conceptualizing INQ, several views ondimensions and consequences of integration quality exist. The earliest conceptualization of channel integration by Saeed, Grover, and Hwang (2003)propose informational integration; content integration; and logistical integration as value-added services to create synergy between click and mortar stores. Similarly, several studies have discussed strategies for companies to ensure a well-integrated channel system (Bendoly et al., 2005; Berman & Thelen, 2004; Neslin et al., 2006; Payne & Frow, 2004). These studies do not focus on service quality of multichannel services; instead, propose the directions and strategies to create a synchronized multichannel system.Sousa and V oss (2006)’s researc h is among the first studies to address multichannel service quality. They coined the term integration quality within service quality literature and proposed specific dimensions of INQ. Dimensions of INQ suggested by Sousa and V oss (2006) include channel-service configuration and integrated interactions. Furthermore, Sousa and V oss (2006) propose breadth of channel choice and transparency of the existing channel-service configuration as sub-dimensions of channel-service configuration, while content consistency and process consistency as sub-dimensions of integrated interactions. Banerjee (2014) extends the work of Sousa and V oss (2006) by using a qualitative, case study research data from banking customers and propose two new dimensions; namely, appropriateness of channel-service configuration and transaction data and interaction data integration.Dimensions proposed by Sousa and V oss (2006) and Banerjee (2014) are conceptual, and no empirical evidence has been offered in their papers. Banerjee (2014) suggests generating scale items for a research instrument as the way forward for service quality and integration quality research. Hence, within this scope, the current study explores new dimensions and even transforms existing conceptual dimensions of previous studies to contribute to the overall knowledge of service quality literature.A few studies have addressed channel integration using quantitative analysis. Dimensions proposed by Oh and Teo (2010) are integrated product and pricinginformation, integrated transaction information, integrated promotion information, integrated information access, integrated customer service, and integrated order fulfillment. Wu and Chang (2016) purport transparency of service configuration, information consistency, process consistency, and business ties as dimensions of integration quality. Finally, Lee et al. (2019) and Shen et al. (2018) use the context of omnichannel retailing to provide empirical evidence of dimensions proposed by Sousa and V oss (2006).From the above literature, this study has identified that only a few dimensions of INQ have been conceptualized and empirically validated in the context of multichannel and omnichannel marketing. There is a scope of conceptualizing and providing empirical evidence of new dimensions such as privacy, security, system consistency, service recovery, image consistency, system consistency and so on, which have not been addressed within multichannel or omnichannel services in prior studies. Furthermore, the extant literature on INQ focuses only on two channels, i.e., physical and website. There is a scope to address INQ considering mobile as a separate channel, as defined by omnichannel management.2.3. Outcome of integration quality, cross-buying intentions and perceived valueSeveral articles have discussed different behavioral outcomes due to the integration of channels. Integration quality leads to perceived value (Oh & Teo, 2010; Wu & Chang, 2016), purchase intention (Herhausen et al., 2015; Wu & Chang, 2016), sales growth (Cao & Li, 2015), overall satisfaction (Hammerschmidt, Falk, & Weijters, 2015), search intentions (Herhausen et al., 2015), and loyalty (Schramm-Klein, Wagner, Steinmann, & Morschett, 2011). Within the omnichannel context, channel integration has been found to impact omnichannel usage intentions (Shen et al., 2018), customer engagement, repurchase intentions and positive word-of-mouth (Lee et al. Collins, 2019).From the above analyses, it is apparent that only a few behavioral aspects have been analyzed in the context of channel integration. There is a scope to conceptualize other behavioral aspects as outcomes of INQ. According to Banerjee (2014), the measure of consumer perception on integration quality has not been addressedadequately.Research has indicated the possible relation of service quality with cross-buying intention and customer value (Kumar & Venkatesan, 2005). Cross-buying is defined as the total number of different products that a customer has brought from a business, calculated from the first purchase (Kumar, George, & Pancras, 2008). Reinartz and Kumar (2003) argue that cross-buying is related or unrelated sets of products or services that a customer buys from a firm. From a service marketing point of view, cross-buying is purchasing additional products from the same service provider (Ngobo, 2004). Several multichannel studies have focused on cross-buying intentions as service quality perception influenced by multichannel services (Kumar & Venkatesan, 2005; Neslin et al., 2006).In an omnichannel setting, cross-selling is more applicable as a retailer's various channels are leveraged for the selling purpose. This leads to a convenient shopping experience for shoppers. Customers feel more satisfied as they can purchase additional items from a trusted retailer, which saves their time and enhances the overall shopping experience. One omnichannel customer experience that fits naturally with cross-selling is BOPIS (“buy online, pick up in-store”). Within this context, Cummins, Peltier, and Dixon (2016) propose further research to be conducted on omnichannel marketing efforts and analyze its results on customer retention or up- and cross-selling aspects.In addition to cross-buying intentions, there is a growing body of literature that recognizes the importance of customer's perceived value in marketing and consumer behavior literature (Overby, Gardial, & Woodruff, 2004; Reynolds & Gutman, 1988; Vinson, Scott, & Lamont, 1977). Zeithaml (1988) defined customer value as the utility that consumers receive from a product or service, perception of the net gain from what is given compared to what is received. It is the trade-off between price and quality, better described as value for money (Sweeney & Soutar, 2001). Additionally, multichannel literature has also focused on perceived value as an outcome of service quality perception (Oh & Teo, 2010; Wu & Chang, 2016).There is a lack of research that focuses on cross-buying as a service qualityperception of integration quality. Furthermore, the relation between cross-buying and perceived value is absent in extant literature. Hence, there is a scope for measuring cross-buying intention and customer value as INQ outcomes.2.4. Dynamic capabilities and dimensions of integration qualityA dynamic capability is defined as “the capacity of an organization to purposefully extend, create, or modify its resource base” (Helfat et al., 2009, p. 1). Dynamic capabilities initially appeared in the work of Teece et al. (1997) as “the firm's ability to integrate, build, and reconfigure internal and external competencies to address rapidly changing environments” (Teece et al., 1997, p. 516). Most definitions of dynamic focus on a firm's ability to reconfigure its resources. For instance, Teece et al. (1997) define dynamic capabilities as a firm's ability to reconfigure in order to address environmental changes. While Eisenhardt and Martin (2000) argue dynamic capabilities as the processes by which a firm reconfigures its resources to respond/create changes in the market.Using the firm's resources through internal processes is the key to dynamic capability (Eisenhardt & Martin, 2000; Helfat et al., 2009). There can be different types of processes. Out of which two processes are more significant, i.e., search and selection, and configuration (Helfat et al., 2009, p. 4). Search and selection involve all processes and activities of the firm, which are related to looking for alternative solutions to a problem and identifying an appropriate solution to be able to solve the problem and share among organization's members (Zott, 2003, p. 104). On the other hand, configuration involves foreseeing how to implement a change by altering the firm's resources (Helfat et al., 2009; Zott, 2003).Based on dynamic capabilities theory, this paper suggests omnichannel integration quality dimensions as dynamic capabilities of a firm. To implement integration within channels, managers need to alter channel configurations, which is a higher-level orchestration of channels' ordinary capabilities. INQ dimensions such as process consistency, channel service configuration and so on are strategies that involve managers to extend their resources beyond ordinary channel functions. Hence, the relation between dynamic subdimensions and INQ are apparent.3. Exploratory phase: conceptual framework and hypotheses developmentBased on the analyses of all proposed dimensions within INQ literature, this study proposes a conceptual model of INQ, which includes three principal dimensions and their sub-dimensions. These are channel-service configuration (breadth of channel, transparency of channels, appropriateness of channels), content consistency (information consistency, transaction data integration), and process consistency (system consistency, image consistency).Drawing on dynamic capabilities (DCs) approach, the research model conceptualizes the three primary capabilities as second-order DCs (routines that reconfigure first-order DCs) and 8 components as first-order DCs (routines that reconfigure the organizational resource base) (Schilke, 2014).Furthermore, to build on the findings of the literature review and extend the limited knowledge of omnichannel integration quality, this study conducted a qualitative analysis. This qualitative study phase aims to: (1) Confirm the dimensions of INQ, which were identified through the literature review, and (2) Identify new dimensions of INQ.3.1. Method of qualitative researchThe qualitative research in this phase included twenty in-depth interviews and two focus group discussions (n = 18) that allow the researchers to capture the cognitive structure of users' perceptions of integration quality to ascertain how domain knowledge is linked in their mental models in terms of multichannel services usage. Appropriate ethics approval was obtained to conduct this study. Based on the objective of the qualitative research, interview and focus group participants were chosen using a convenience sample for this study. As this current study is concerned with investigating factors influencing omnichannel integration quality, the unit of analysis necessarily is at an individual level. The selection criteria included customers who hold a banking account in Australia and have used three specific channels of the bank, i.e., mobile app, website and physical branch within the last three months. This criterion ensures that all participants have experience of using multichannel of a service provider, hence, they will be able to provide valuable insights regardingfactors influencing the quality of using multichannel. Overall, participants' age ranged from 20 to 58 years old and were 42% female and 58% male.The approach in this study phase is confirmatory (deductive), therefore, a semi-structured approach to the questions was adopted. The questions were based on each construct, including the new constructs of assurance quality and value of the INQ model.3.2. Coding and mappingThe interviews were recorded, transcribed, and examined using Nvivo and manual thematic analysis (Dagger, Sweeney, & Johnson, 2007; Lincoln & Guba, 1985). The primary responses were highlighted, and causal statements were identified. Afterward, primary dimensions of INQ were obtained based on the discussion and excerpts. To identify the recurring themes under relevant primary dimensions, the excerpts were analyzed by two academic judges to calculate inter-rater reliability using Nvivo and Microsoft Excel. The inter-rater reliability was 0.82 passing the cut-off point of 0.70 (Straub, Boudreau, & Gefen, 2004).3.3. ResultsFirst, our theoretical framework is based on several seminal articles on integration quality (Banerjee, 2014; Oh & Teo, 2010; Sousa & V oss, 2006). This research identified three dimensions and their subdimensions as discussed earlier. Through the qualitative data analysis, the fourth dimension of omnichannel integration, i.e., assurance quality and its sub-dimensions: privacy, security, and service recovery accessibility, are identified as factors influencing INQ. The qualitative analysis played a vital role in confirming the dimensions and subdimension. We further used q-sorting of two experts (interrater reliability scores) to confirm which subdimensions were part of which dimensions that is explained below and discussed earlier.中文重新概念化全渠道营销的集成质量动态Tasnim Hossain，Shahriar Akter等摘要全渠道营销，即渠道之间无缝集成以为客户提供一致的服务体验的概念，已成为近年来公司多渠道管理最重要的方面之一。

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。

常用网络营销中英文术语对照与说明

常用网络营销中英文术语对照与说明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。

App eals 述求）Emotio nal A pp eals/感性诉求，Ratio nal A pp eals/理性诉求ATL （线上）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，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，或侧边的广告。

为了让用户点击获取更多信息（比如查看Mini Site或Bran dSite）而设计。

Big Idea （大创意）Brainstorming （头脑风暴）Brand Loyalty （品牌忠诚度）Brief （工作单/纲要）Campaign广告活动）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/ Impressionx 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。

Con sumer In sights 俏费者洞察）在营销的领域里, 费者心理的了解, 您常会在项目进行中听到"Co nsumer In sight",也就是从对消从消费者的想法去找到广告的诉求或定位。

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Y 10/CPM,意味着每被1000人次看到就收Y 10;如此类推，每10000人次看到就是Y 100, CPM是评估广告效果的指标之一。

市场营销专业英语课文翻译

第三课SWOT分析【A】Before entering the marketplace it is essential（必要）to carry out(进行）a SWOT analysis。

This identifies(识别,标识) the strengths and weaknesses of a product, service or company, and the opportunities and threats facing it。

Strengths and weakness refer(指，参考，见,提到）to the product itself and considered as internal factors. The external factors, referring to the marketplace，are opportunities and threats.在进入市场之前开展SWOT分析是必不可少的。

这标志着一个产品,服务或公司的优势与劣势，以及面临的机会和威胁。

优势和劣势是指产品本身，视为内部因素.外部的影响因素，指市场中的机会和威胁。

This is a SWOT analysis of PetraServe，a company which runs motorway service stations.这是一家名叫PetraServe的运作高速服务站的企业的SWOT分析.Strengths：优势Superior（高级）distribution network – we have one of the best。

高级分销网络—我们有最好的之一。

We are the specialist（专业,专门）in long—distance petrol（汽油）needs for lorry(货车）and truck drivers – we have experience，knowledge and skill.我们在为货车和卡车司机在长途中提供汽油方面很专业- 我们有经验，知识和技能。

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