市场营销专业术语对照表
市场营销专用专业术语
市场营销专用专业术语态度attitude品牌兴趣brand interest品牌忠诚brand loyalty企业市场business markets影响中心centers of influence有意劝服路径central route to persuation认知cognition消费行为consumer behavior消费者决策过程consumer decision making process 消费者市场consumer markets文化culture现有顾客current customers详尽可能性模型Elaboration Likelihood Model环境因素environment选择评估evaluation of alternatives评估标准evaluative criteria参考组evoked set交换exchange政府市场government markets习惯habit需要层次hierachy of needs工业市场industrial markets信息性动机informational motives人际影响interpersonal influences认知learning市场market卖主marketers营销marketing大脑档案mental files动机motivation需要needs被动生成动机negatively originated motives 非人员影响nonpersonal influences舆论领袖opinion leader集团买主organizational buyers感知perception感知过滤perceptual screens无意劝服路径periphial route to persuasion 个人过程personal processes劝服persuasion生理过滤physiological screens主动生成动机positively originated motives 购后失调学说postpurchase dissonance购后评估postpurchase evaluation潜在顾客prospective customers心理过滤psychological screens参照人群reference groups经销商市场reseller markets选择性感知selective perception自我意识self-concept社会阶层social classes刺激stimulus亚文化subculture认知失调学说theory of cognitive dissonance 转换性动机transformational motives国际市场transnational markets效用utility欲望wants地理人口细分geodemographic segmentation 地理细分geographic segmentation成长期growth stage隐性差异hidden differenees独立品牌individual brand诱导性差异induced differences密集分销intensive distribution引入期introductory phase特许品牌licensed brand市场细分market segmentation营销组合marketing mix成熟期maturity stage全国性品牌national brand网络营销network marketing非人员传播nonpersonal communication 人员型服务people-based service显性差异perceptible differences人员传播personal communication定位position价格因素price element初级需求primary demand首要需求趋势primary demand trend私家品牌private label产品概念product concept产品因素product element产品生命周期product life cycle消费心态细分psychographic segmentation 消费心态psychographic宣传publicity拉pull拉式战略pull strategy购买时机purchase occasion推入push推式战略push strategy转销商reseller销售推广sales promotion选择性需求selective demand选择性分销selective distribution服务service特别事件special events标准工业分类代码Standard Industrial Classification Codes目标市场target market目标营销过程target marketing process电话营销telemarketing使用率usage rates用户身份user status垂直营销体系vertical marketing system用量细分volume segmentation关系营销：relationship marketing全面质量管理：TQC/M(Total quality control/management)增值：value added长期盟友：long-term ally商务顾问：bussiness consultant咨询式销售模式：consultative selling刺激反应理论：stimulus response/reactionFAB销售模式：feature advangtage benefit(安利公司的销售方法）试探性成交：trial close亲密空间：intimate space个人距离：personal space距离威胁：space threat接受信号：acceptance signal谨慎信号：caution signal投资收益率：return on investiment事业规划：career aspiration经济增长：economic growth刺激需求：stimulate demand消费者热情：consumer enthusiasm分销系统：distribution system广告节目：advertising commercials生产过剩：over production买方市场：buyers' market求职简历：job resume创收活动：revenue producing activity社会责任：social responsibility利益相关者：stakeholder随意解聘协议：terimination at will rule搭配销售：tie-in sale保守道德水平：conventional moral development level 违反担保责任：break of warranty道德规范：ethics道德行为：ethical behavior职员权利：employee rights误导性展示：miss represeatation。
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 ）
市场营销方面经常用到的术语
Terms:YA: Year Ago/去年同期; PP: Previous Period/上期; CHG: Change/变化;MKT: Market/市场: PROD: Product/产品; VAL: Value/销售额; VOL: Volume/销售量; NUM: Numeric/数值WTD: Weighted/加权; DIST: Distribution/铺货率S.P.P.D.: Sales Per Point of Distribution / 每点销售额; OOS: Out of Stock/缺货; DIFF: Difference/变化; PUR: Purchase/进货; AVE: Average/平均数;OPP: Opportunity/机会; SHR: Share/份额; IMPT: Importance/重要性;MAT: Moving Annual Total / 滚动年度; YTD: Year-To-Date / 截至当期的本年累计Fact Type Chinese TranslationVALUE (Million) 销售额(百万)VALUE YA 去年同期销售额VALUE PP 上期销售额VALUE % CHG YA 当期销售额较去年同期销售额的变化VALUE % CHG PP 当期销售额较上期销售额的变化VALUE % SHARE 某销售额占总销售额的份额VALUE % SHARE YA 去年同期某销售额占总销售额的份额VALUE % SHARE PP 上期某销售额占总销售额的份额+/- VALUE % SHARE YA 当期销售额份额与去年同期销售额份额之差+/- VALUE % SAHRE PP 当期销售额份额与上期销售额份额之差VALUE % SHR OF TRADE 细分市场的重要性(销售额比重)VALUE % SHR OF TRADE YA 去年同期细分市场的重要性(销售额比重)VALUE % SHR OF TRADE PP 上期细分市场的重要性(销售额比重)+/- VALUE % SHARE OF TRADE YA 当期细分市场的重要性较去年同期细分市场的重要性(销售额比重) 之差VAL 100% MKT 100% MKT 销售额VAL INDEX 销售额指数VOLUME (Million) 销售量(百万)VOLUME YA 去年销售量VOLUME PP 上期销售量VOLUME % CHG YA 当期销售量较去年同期销售量的变化VOLUME % SHARE 某销售量占总销售量的份额VOLUME % SHARE PP 上期某销售量占总销售量的份额+/- VOLUME % SHARE YA 当期销售量份额与去年同期销售量份额之差VOLUME % SHR OF TRADE 细分市场的重要性(销售量比重)VOLUME % SHR OF TRADE YA 去年同期细分市场的重要性(销售量比重)VOLUME % SHR OF TRADE PP 上期细分市场的重要性(销售量比重)+/- VOLUME % SHARE OF TRADE YA 当期细分市场的重要性较去年同期细分市场的重要性(销售量比重) 之差VOL INDEX 销售量指数NUM IN STOCK 数值存货率NUM OUT OF STOCK 数值缺货率NUM PURCHASE DIST 数值进货率NUM TOTAL STOCK DIST 数值总体铺货率NUM RELATIVE OUT OF STOCK 数值缺货率与数值总体铺货率的比例WTD IN STOCK 加权存货率WTD OUT OF STOCK 加权缺货率WTD PURCHASE DIST 加权进货率WTD TOTAL STOCK DIST 加权总体铺货率WTD RELATIVE OUT OF STOCK 加权存货率与加权总体铺货率的比例DIST (NUM) YA 去年同期数值总体铺货率DIST (WTD) YA 去年同期加权铺货率DIST (WTD) PP 单月上期加权铺货率VAL S.P.P.D WTD （MONTHLY）最新一期加权存货单点销售额（单月）VOL S.P.P.D WTD （MONTHLY）最新一期加权存货单点销售量（单月）DIST（WTD）LATEST （MONTHLY）最新一期加权铺货率（单月）DIST（NUM）LATEST（MONTHLY）最新一期数值铺货率（单月）WTD OOS YA （MONTHLY）去年同期加权缺货率（单月）WTD OOS PP （MONTHLY）上期加权缺货率（单月）WTD OOS LATEST PERIOD （MONTHLY）最新一期加权缺货率（单月）WTD IN STOCK PP （MONTHLY）上期加权存货率（单月）WTD IN STOCK LASTEST PERIOD（MONTHLY）最新一期加权存货率（单月）DIFF WTD OOS VS PRIOR PERIOD （MONTHLY）最新一期加权缺货率与上期相比的差异（单月）WTD PUR DIST LATEST PRERIOD （MONTHLY）最新一期加权进货率（单月）’+/- WTD DIST YA （MONTHLY）最新一期加权进货率与去年同期相比之差（单月）MAT TY NUM DIST AVE （MONTHLY）滚动年度平均数值铺货率（单月）VALUE SALES CONTRIBUTION （MONTHLY）销售额占滚动年度累积销售额的比例(单月) VOLUME SALES CONTRIBUTION （MONTHLY）销售量占滚动年度累积销售额的比例(单月)VOLUME OPP OF 100% DIST （MONTHLY）未铺货百分点（加权）可能产生的销量（单月）VOL OPP OF 100% DIST AS % SALES （MONTHLY）（在100%铺货率情况下）销售增长率（单月）MONTH STOCK TURN 库存周转次数（单月）MONTH DAYS SUPPLY 库存销售天数（单月）VAL S.P.P.D WTD （BIMONTHLY）最新一期加权存货单点销售额（双月）VAL S.P.P.D LATEST PERIOD （BIMONTHLY）最新一期加权铺货单点平均销售额（双月）DIST （WTD）LATEST （BIMONTHLY）最新一期加权铺货率（双月）DIST （NUM）LATEST （BIMONTHLY）最新一期数值铺货率（双月）WTD OOS YA（BIMONTHLY）去年同期加权缺货率（双月）WTD OOS PP（BIMONTHLY）上期加权缺货率（双月）WTD OOS LATEST PERIOD （BIMONTHLY）最新一期加权缺货率（双月）WTD IN STOCK YA （BIMONTHLY）去年同期加权存货率（双月）WTD IN STOCK PP （BIMONTHLY）上期加权存货率（双月）DIFF WTD OOS VS PRIOR PERIOD （BIMONTHLY）最新一期加权缺货率与上期相比之差（双月）WTD PUR DIST LATEST PRERIOD （BIMONTHLY）最新一期加权进货率（双月）’+/- WTD DIST YA （BIMONTHLY）最新一期加权进货率与去年同期相比之差（双月）MAT TY NUM DIST AVE （BIMONTHLY）滚动年度平均数值铺货率（双月）VALUE SALES CONTRIBUTION （BIMONTHLY）销售额占滚动年度累积销售额的百分比(双月) VOL OPP OF 100% DIST AS % SALES （BIMONTHLY）（在100%铺货率情况下）销售增长率（双月）BI MONTH STOCK TURN 库存周转次数（双月）BI MONTH DAYS SUPPLY 库存销售天数（双月）VALUE SHARE IN HANDLERS 存货单点所产生的销售额份额VOLUME SHARE IN HANDLERS 存货单点所产生的销售量份额SDI（VAL）销售额发展指数SDI（VOL）销售量发展指数VAL COST OF O.O.S. 加权缺货率所损失的销售额VOL COST OF O.O.S. 加权缺货率所损失的销售量VAL % SHR GAP 单点的销售额份额- 市场销售额份额VALUE OF DIST GAP AS % OF SALES 未铺货点的销售额占市场销售额的比例VAL OPP OF MISSING WTD DIST 单点的销售额与市场销售额的差异VOLUME OF DIST GAP AS % OF SALES 未铺货点的销售量占市场销售量的比例VOL OPP OF MISSING WTD DIST 单点的销售量与市场销售量的差异VAL % SHR IN 100% MKT 销售额份额(在所选市场范围内) VOL % SHR IN 100% MKT 销售量份额(在所选市场范围内) VAL COST OF O.O.S. % SALES 加权缺货率所损失的销售额占市场销售额的比例VOL COST OF O.O.S. % SALES 加权缺货率所损失的销售量占市场销售量的比例VOL 100% MKT % CHG YA 细分市场当期销售量份额较上年同期销售量份额的变化VOL 100% PROD % CHG PP 整个品类的当期销售量较上期销售量的变化VAL 100% MKT % CHG YA 细分市场当期销售额份额较上年同期销售额份额的变化VAL 100% PROD % CHG YA 整个品类的当期销售额较上年同期销售额的变化VAL 100% PROD % CHG PP 整个品类的当期销售额较上期销售额的变化% MERCH EFFECTIVENESS 店面库存占总体库存的比率PURCHASES % SHR 进货量份额PURCHASES % CHG YA 当期进货量与上年同期比较PURCHASES % CHG PP 当期进货量与上期比较STOCK (Million) 库存量（百万）STOCK % SHARE 库存量份额STOCK % CHG YA 当期库货量与上年同期比较STOCK % CHG PP 当期库货量与上期比较STOCK TO SALES RATIO 库存量占销售量的比重TOTAL STOCK 总体存货量FORWARD STOCK (Million) 店面存货（百万）FORWARD STOCK % SHR 店面存货份额FORWARD STOCK % CHG YA 当期店面存货与上年同期比较FORWARD STOCK % CHG PP 当期店面存货与上期比较AVE PRICE / VOL % CHG YA 当期平均价格与上年同期比较AVE PRICE / VOL % CHG PP 当期平均价格与上期比较AVE PRICE / VOL INDEX 平均价格的指数VOLUME % SHR OF TRADE RANK 某销售量占所选市场范围总销售量的百分比（排序）VOLUME OPP OF 100% DIST RANK (MONTHLY) 现加权铺货率下的销售量与100%加权铺货率下的销售量之差（每月核数）（排序）VAL PER 1% VAL SHARE 销售额/100 VALUE CONVERSION 销售额兑现率CATEGORY MARKET SHARE 品类销售量份额CATEGORY 100% MKT SHARE 品类销售量份额(在所选市场范围内)。
市场营销专业术语
市场营销专业术语对照表1. 顾客价值（Customer value）2. 生产观念(Production concept)3. 产品观念（Product concept）4. 推销观念(Selling concept）5. 营销观念(Marketing concept)6. 市场调研（Market research）7. 市场分析（Market analysis ）8. 目标市场(Target market）9. 促销组合（Sales promotion scheme)10. 竞争者（Competitor）11. 市场份额（Market shares)12. 市场细分（Market segmentation）13. 目标市场选择(Selection of target market)14. 产品定位(Product positioning）15. 营销组合（Marketing strategy）16. 产品（Product）17. 定价（Pricing)18. 分销(Distribution）19. 促销(Promotion)20. 仿制者（Copier)21. 跟随者（Follower）22. 模仿者(Imitator）23. 改变者（Changer）24. 潜在客户(Potential customers)25. 关键客户（Key accounts)26. 普通客户（General customers)27. 垃圾客户（Unimportant customers)28. 营销组合(Marketing mix）29. 服务市场(Served market）30. 公司销售预测（Company sales forecast)31. 环境预测（Environmental forecast）32. 最低市场需求（Market minimal）33. 合格有效市场(Qualified available market)34. 可扩展市场（Expandable market）35. 渗入市场（Penetrated market）36. 市场潜量(Market potential）37. 需求的营销敏感性（Marketing sensitivity of demand）38. 有效市场(Abailable market)39. 不可扩展市场（Nonexpandable market)40. 顾客化营销(Cutomized marketing）41. 突出属性（Salient attributes)42. 购买意图(Purchase intention）43. 全面成本领导（Overall cost leadership）44. 聚焦战略（集中化战略）(Focus）45. 差异化战略（Differentiation）46. 自然环境(Natural environment）47. 宏观环境（Macro environment)48. 技术环境（Technological environment）49. 经济环境（Economic environment）50. 人口统计(Demography)51. 人口统计环境(Demographic environment)52. 文化环境（Cultural environment）53. 政治环境（Political environment）54. 法律环境（Legal environment）55. 营销中介机构(Marketing intermediary）56. 组织购买（Organizaiontal buying）57. 定位不足(Underpositioning）58. 定位过分（Overpositioning)59. 定位混乱(Confused positioning）60. 市场利基者（Market niches）61. 产品线特色决策（Product-line feature)62. 产品线填补决策（Iine—filling）63. 产品组合（Product mix)64. 撇脂定价法（Market-skimming pricing)65. 市场渗透定价法(Market—penetration pricing)66. 价格折扣与折让（Discount and allowance）67. 经验曲线（Experience curve）。
市场营销专业术语
营销用语营销组合(marketing mix)服务市场(served market)公司销售预测(company sales forecast)购买概率量表(purchase probability scale)环境预测(environmental forecast)连锁比率法(chain ratio method)先导指标法(leading indicator)最低市场需求(market minimal)合格有效市场(qualified available market)可扩展市场(expandable market)渗入市场(penetrated market)市场潜量(market potential)需求的营销敏感性(marketing sensitivity of demand) 有效市场(available market)不可扩展市场(nonexpendable market)顾客化营销(customized marketing)突出属性(salient attributes)消费者选择的分取模式(disjunctive model )消费者选择的期望值模式(expectancy value model)意见领导者(opinion leader)意见追随者(opinion follower)购买意图(purchase intention)认知冲突(cognitive dissonance)认知的使用效果(perceived performance)认知风险(perceived risk)全面成本领导(overall cost leadership)聚焦战略(集中化战略)(focus)差异化战略(differentiation)自然环境(natural environment)宏观环境(macro environment)技术环境(technological environment)经济环境(economic environment)人口统计(demography)人口统计环境(demographic environment)文化环境(cultural environment)政治环境(political environment)法律环境(legal environment)营销中介机构(marketing intermediary)组织购买(organizational buying)定位不足(under positioning)定位过分(over positioning)定位混乱(confused positioning)市场利基者(market niches)产品线特色决策(product-line feature)产品线填补决策(line-filling)产品组合(product mix)产品属性的重要性权数(degrees of importance)撇脂定价法(market-skimming pricing)无品牌产品(generics)就是指包装简单且没有制造者的标记,主要目的就是要节省包装及广告费用,降低成本。
(销售管理套表)市场营销专业词汇中英文对照表
（销售管理套表）市场营销专业词汇中英文对照表市场营销专业词汇中英文对照表Marketing Management营销管理New Products Development新产品开发Service Industry Marketing服务业营销Advertising广告Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道Public Relationship公共关系Consumer Behavior消费者行为Systems of Management Information管理信息系统Marketing Research营销调研accesibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略positioning定位additions to existing product lines 现有产品线的增加administered vertical marketing systems 管理式垂直营销系统market segmentation市场细分sales promotion销售促进advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising reach 广告接受人数advertising message 广告信息advertising source 广告信息来源agent middleman 代理商allowance 折让alteration 退换American Marketing Association 美国营销协会annual marketing plan 年度营销计划assurance 保证attitudes of consumers 消费者态度availability 可获得性/供货能力awareness （产品）知晓度/知名度baby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码barter 实物交易basic physical needs 基本生理需要BCG Grow-Share Matrix 波士顿增长-份额矩阵before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试blue collars 蓝领bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand's equity 品牌的价值break-even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度breath or diversity of product lines 产品线的宽度或多样性bribery 贿赂British Airways 英国航空公司brokers 经纪人budgeting 预算bundle 捆绑Bureau of Census 人口统计局busines strength rating 商业能力评分business plan 商业计划business position 经营地位business sector 商业部门business services markets 商业服务市场business strategies 经营战略business unit strategy 经营单位战略buyback allowances 回购折让buyback arrangements 产品返销buyers' bargaining power 买方的讨价还价能力buyers 采购者buying behavior 购买行为buying center 采购中心buying inertia 购买惯性buying intention 购买意图buying offices 连锁商店的进货中心buying power indes (BPI) 购买力指数buying situation 采购情况/类型buying task 采购任务capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel conflicts 渠道冲突channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道choice criteria 选择标准closing a sale 结束销售clothing retailers 服装零售商co-branding 联合品牌code of ethics （职业）道德标准coercive power 强制权cognitive dissonance 认识的不协调collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体company personnel 公司员工comparative advertisements 比较广告comparison of brands 品牌比较compensation deals 补偿处理compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 补偿性的competition and industry evolution 竞争和行业演变competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive (supply-side) evolution 竞争（供方）演变competitive factors 竞争因素competitive intelligence 竞争情报/信息competitive parity 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psychological pricing 心理定价法public organization 公共组织public relations 公共关系public utilities 公共设施publicity 公共宣传pull strategy for control of distribution channels 分销渠道控制的拉式战略pupil dilation 瞳孔扩张purchase predisposition 购买倾向purchasing agent 采购代理purchasing contract 采购合同purchasing manager/agent 采购经理／代理purchasing power perity (PPP) 购买力平价指数push money/spiffs 佣金push stragtegy for control of distribution channels 分销渠道控制的推式战略qualifying prospects 审查潜在顾客资格。
国际市场营销专业术语
<International Marketing>国际市场营销词汇表Aaccessibility （市场细分）可接受性acquisition 收购actionability实效性actual product现实产品（形式产品）administered VMS管理系统advertising objective广告目标advertising specialities广告特写稿，号外advertising广告，广告活动affordable method财力承受力age and life—cycle segmentation年龄及生命周期细分agent代理人allowance折让,津贴American Marketing Association（AMA）美国市场营销协会analytical marketing system营销分析系统annual plan control年度计划控制Asia and Pacific Economic Cooperation 亚太经合组织atmospheres气氛,环境（购买现场）attitude态度augmented product附加产品automatic vending自动售货（机）available market 有效性市场Bbaby room （第二次世界大战至６０年代后）生育高峰backward integration后向一体化basing-point pricing基定定价behavioral segmentation购买行为细分benchmarking产品水准基点(与购买者比较)benefit segmentation顾客利益细分brand decision品牌决策brand equity品牌价值brand extension品牌延伸brand image品牌形象brand mark品牌标志brand name品牌名称brand品牌breakeven pricing盈亏零界点定价法bribery and corruption 贿赂、受贿Bribery 行贿broker经纪者business analysis商业分析business philosophy商业观，经营哲学business portfolio 业务组合buyer’s market买方市场buyer decision process购买者决策过程buyer-readiness states 购买状态buyer购买者Ccall norms 访问(客户）标准次数captive—product pricing组合产品定价法cash cows金牛类产品cash discount现金折扣catalog marketing目录营销causal research因果分析调查central business district中心商业区chain stores连锁商店channel level渠道层次channel members渠道成员channel system渠道系统closing结帐cluster analysis 聚类分析collaborations 合作combination store联合商店commercialization商业化company marketing environment公司营销环境company marketing opportunity公司营销机会comparison advertising比较广告competitive advantage竞争广告competitor analysis竞争者分析competitors竞争者concentrated marketing集中性市场营销confiscation 没收consumer buying behavior消费者购买行为consumer cooperative消费者合作社consumer goods消费品consumerism消费者保护主义consumer market消费者市场consumer orientation消费者导向consumer消费者contests sweeptakes contractual VMS合同系统convenience goods日用品convenience store便民店conventional marketing channel传统营销渠道cooporate chain 公司连锁core product 核心产品corporate communication公司宣传corporate VMS公司系统cost—plus pricing成本加成定价counter segmentation反细分化coupons优待券；赠券criteria 标准cultural environment文化环境culture文化cultural Change 文化变革cultural Borrowing 文化借鉴currency fluctuations 币值波动customer attitude tracking顾客态度跟踪customer group顾客群customer-structured sales force顾客结构型推销结构customer顾客custom union 关税同盟Ddatabase marketing 数据库营销data compatibility 数据的兼容性decision-making approach决策研究法decline stage衰退期demand curve需求曲线demands需求demand需求demographic segmentation人口统计环境department store百货商店derived demand派生需求；引发需求differentiated marketing差异性营销direct export直接出口direct investment直接投资direct-mail marketing直邮营销discount store折扣商店discriminatory pricing（需求)差异定价distribution channel 分销渠道diversification growth opportunity多样化增长机会diversification多样化，多种差异dogs狗灯产品door—to-door retailing挨户销售durable goods 耐用品Eecological environment生态环境economic community 经济共同体economic enviroment经济环境embargo禁运，贸易禁止令engel's laws恩格尔定律environmentalism环境保护主义exchange control外汇管制；外汇管理exchange function交换功能exchange rate汇价；汇率;外汇行市exchange交换Extortion 索贿exclusive distribution独家分销experience curve（learning curving)经验曲线；学习曲线exporting出口expropriation 征用Ffacilitating function便利功能fads时尚family life cycle家庭生命周期fashion 流行financing资金融通fixed costs固定成本FOB—origin pricing离岸价格forecasing预测foreward integration向前一体化form Utility形态效用franchise organization特许经营组织franchise特许经营franchising 特许经营freight—absorption pricing免收运费定价full service wholesaler完全服务职能批发商functional approach 职能研究法functional discount 功能折扣；交易折扣Ggender segmentation性别细分generic strategies 一般战略Gender Bias 性别偏见geographic organization地理细分geographic segmentation性别细分GE strategic business-planning grid 通用电气业务组合方法globalization 全球化going-rate pricing随行就市定价government market政府市场green marketing绿色营销grey markets 灰色市场growth-share matrix增长份额矩阵（波士顿矩阵）growth stage成长期Hhabitual buying behavior 习惯性购买行为head—on positioning迎头定位high—context culture 高背（语）景文化high—touch positioning 高情感定位horizontal integration水平（横向)一体化horizontal marketing system水平营销系统horizontal organisation 水平型组织human need人类需求hypercompetition 超级竞争hypermarkets特级需求Iidea generation 创意想法idea screening创意筛选impaired 干扰in-bound logistics 上游物流income elasticity of demand需求收入弹性income segmentation收入细分indirect export 间接出口indirect export直接出口industrial economies发达工业化经济类型industrial goods工业品industrializaing economies新兴工业化经济类型industrial market产业市场inelastic demand需求无弹性initiator初次使用者，发起者inseparability等一性；不可分割性institutional approach机构研究法intangibility无形性integrated marketing communication整合营销传播integrative growth opportunity一体化增长机会intensive distribution密集化（广泛性）分销intensive growth opportunity密集化增长机会internal reports system内部报告系统international marketing国际市场营销international market国际市场introduction stage投入期inventory 库存inventory control存货控制Jjoint ownership合营股权joint venturing合营Llearning 学习leasing租赁legal environment法律环境licensing许可lifestyle生活方式limited-service retailers有限服务职能零售商limited-serviece wholesaler有限服务职能批发商line extension产品线扩展Lubrication 打点Mmacroenvironment 宏观环境macromarketing宏观市场营销management contracing管理合同management science approach管理科学研究法manufacturer's brand 制造商品牌market development市场开发market growth rate市场增长率marketing audit 营销审计marketing budget营销预算marketing concept市场营销信息系统marketing database数据库营销；关系营销marketing environment市场营销环境marketing information system市场营销信息系统marketing intermediaries营销中介marketing management 营销管理marketing mix市场营销组合marketing research营销调研marketing strategy营销战略marketing市场营销学;市场营销market leader市场领导企业market orientation市场导向market penetration pricing市场渗透定价market penetration市场渗透market positioning市场定位market segment 市场细分market segmentation市场细分化market share市场份额；市场占有率market—skimming pricing取脂定价market specialization 市场专业化market targeting确定目标市场market testing试销market市场maslow's hierarchy of needs马洛斯需求层次论maturity stage成熟期media媒体merchant wholesaler商人批发商microenvironment微观环境micromarketing 微观市场营销学middlemen中间商monopolistic competition垄断竞争motive 动机multibrand strategy多品牌战略multichannel marketing多渠道营销Nnatural environment 自然环境need 需要new product development新产品开发new product pricing新产品定价new product新产品new task新购买（任务)nontariff trade barriers非关税贸易壁垒Ooligopolistic competition 寡头垄断竞争opinion leaders意见领袖order processing订单处理organization image组织形象overall market整体形象Ppackaging 包装parallel imports 平行进口perishability 不可储存性personal selling 人员推销physical distribution 实物分销place utility 必要的场地political environment 政治环境polycentric orientation 多国中心主义portfolio analysis 投资组合分析potential market 潜在市场premiums 额外费用，保险费price 价格price elasticity 价格弹性price pack 包装价格producer market 生产者市场producer orentation 以产品为中心product 产品product concept 产品观念product development 产品发展production concept 产品观念product item 产品项目product life cycle（PLC）产品生命周期product line 产品线product mix 产品组合product specialization 产品特色promotion 促销promotion mix 混合促销promotion pricing 促销价格pruchase decision 分销策略psychographic segmentation 心理细分psychological pricing 心理定价法public 公众publicity 公开pubulic relations 公共关系pure monopoly 完全垄断Qquantity discount 数量折扣question marks 问题类产品quotas 配额Rreciprocity 互惠reference group 相关群体regiocentric orientation 地区中心主义relationship marketing 关系营销religious rituals 宗教仪式repositioning 重新定位reseller market 转卖者市场retailer 零售商retailer cooperatives 零售商合作社retailing 零售；零售业return on investment（ROI) 投资报酬率risk taking 风险承担role 角色Ssales force structure 推销结构sales promotion 营业推广sales quotas 销售配额sales representative 推销代表sales team 推销队伍samples 样品seal—bid pricing 密封投标竞价seasonal discount 季节折扣segmentattion variable 细分变量11selective distribution 选择性分销selective specialization 选择性专业化seller’s market卖方市场selling concept 推销观念served market(target market）目标市场service 服务services marketing 服务营销shopping center 购物中心social classes 社会阶层social environment 社会环境social marketing 社会营销观念specialty goods 特殊品specialty store 专业商品stars 明星类产品straight rebuy 直接重购strategic business unit（SBU) 战略业务单位strategic fit 战略适应strategic planning 战略规划subculture 亚文化Subornation 收买submarket 亚市场supermarkets 超级市场superstore 超级商店suppliers 供应商Ttactics 战术target profit pricing 目标利润定价tariff 关税technological environment 技术环境telemarketing 电话直销television marketing 电视直销territorial-structured sales force 地区结构型推销结构12time—series analysis 时间序列分析total costs 总成本total promotion budget 促销预算trade mark 商标trading stamps 赠品印花transportation 运输Uundifferentiated marketing 无差异性营销uniform delivered pricing 统一交货定价universal discipline 通用原则unsought goods 未寻求产品;未知产品user 用户Vvalue analysis 价值分析value chain 价值链variable costs 变动成本vertical marketing system（VMS）纵向营销系统virtual organisations 虚拟组织voluntary chain 自愿连锁Wwant 欲望warehouse store 仓储商店warehousing 仓储wheel of retailing concept 零售车轮假说wholesaler 批发商wholesaling 批发；批发业Zzone pricing 分区定价13。
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。
市场营销的术语中英文对照表
convenience goods Trade mark DM（Direct Mail） merchant wholesaler business analysis business philosophy commercialization Business Negotiation PP（Previous Period） VAL-PP（Value PP） Social environment Social classes Social marketing Penetration lifestyle ecological environment Time-series analysis fads actionability market market orientation market positioning Value Share market share market development market leader market penetration market penetration pricing MDR MDM MDE market segment market segmentation marketing environment marketing audit marketing information system
FOB-origin pricing TP（TETRA PAK） chain stores combination store P-T（Part-timer） Retailing wheel of retailing concept Retailer Retailer cooperatives RKA（Retail Key Account） fashion monopolistic competition Road Show HBR（Hotel，Bar，Restaurant） AC green marketing Floor Display maslow's hierarchy of needs 3A（Avalible、Able、Adsire） buyer's market MIT（Marketing Inpact Team） Seller’s market GRP（Gross Rating Point） media SPPD（Sales Per Point of Distribution） American marketing POP（Point Of Purchase） Seal-bid pricing Seal-bid pricing intensive distribution intensive growth opportunity freight-absorption pricing Stars Target profit pricing Served market(target market) catalog marketing
市场营销中英文名词大全
市场营销中英文名词大全堪称最全市场营销术语目录，sales and marketing同仁看过来[得意] 别再说SKU是Shelf Keeping Unit，明明是Stock Keeping Unit，纠错啦！转！[快消品从业人员必懂的英文销售术语]学习(KA、TG、MT、CR-TT、OTCR、SKU、DC、DSD、OEM、POP、4P、4C、SWOT、FAB、USP……究竟是什么意思？许多初入快速消费品、小家电行业销售领域的童鞋，碰到上述英文销售术语时，往往一头雾水，不知是啥意思。
本人现将最常见的150余条英文销售术语整理如下，以飨职场新人：DA（Distribution & Assortment）分销Location：位置Display：陈列Pricing：价格Inventory：库存Merchandising：助销Promotion：促销KA（Key Account）：重点客户GKA（Global Key Account）：全球性重点客户NKA（National Key Account）：全国性重点客户LKA（Local Key Account）：地方性重点客户RKA（Retail Key Account ）：零售重点客户SM（ShoppingMall）：大型购物消费中心简称销品茂HYM（Hypermarket）：巨型超级市场，简称大卖场SPM（Supermarket）：超级市场，简称超市S-SPM（Small-Supermarket）：小型超市M-SPM（Middle-Supermarket）：中型超市L-SPM（Large-Supermarket）：大型超市C&C（Cash & Carry）：仓储式会员店CVS（Convenience Store）：便利店GS（Gas Station）：加油站便利店DS（Discount Store）：折扣店MT（Modern Trade ）：现代渠道TT（Tradiditional Trade）：传统渠道OT（Organized Trade）：现代特殊渠道OP（On Premise ）：餐饮渠道HBR（Hotel,Bar,Restaurant）：旅馆、酒吧、餐馆等封闭性通路WHS（Wholesaler）：批发商2nd tier Ws：二级批发商DT（Distributor）：经销商，分销商2ndDT：二级分销商DIST（Distributor System）：专营分销商MW（Managed Wholesalers）：管制批发商PW（Passive Wholesalers）：传统批发商DSD（Direct Store Delivery）：店铺直接配送CSTD（Company Sells Third Party Delivers）：我销他送DC（Distribution Center）：配送中心TPL（Third Party Logistics）：第三方物流CRP（Contiuous Replenishment）：持续补货CAO（Computer Assisted Ordering）：计算机辅助订货PUR（Purchase）：进货OOS（Out of Stock）：缺货Inventory day：库存天数SKU（Stock Keeping Uint）：最小库存计量单位UPC：通用产品编码Bar Code：条形码Slim（Slim）：纤细,苗条(包装)TC：铁罐包装AC：铝罐包装TP（TETRA PAK）：利乐无菌包装(俗称纸包装)PET：宝特瓶(俗称胶瓶)POSM（Point of Sale Materials）：陈列品GE（Gondola End）：端架MIT（Marketing Inpact Team）：卖场整合性陈列；堆箱TG（Type Genus ）：堆头Island Display：堆头式陈列Floor Display：落地割箱陈列Pallet Display：卡板陈列Strip Display：挂条陈列Sidekick Display：侧挂陈列Checkout Display：收银台陈列Cooler Display：冰柜陈列Secondary Display：二次陈列Cross Display：交叉陈列PG（Promotion Girl）：促销员P-T（Part-timer）：临时工，特指临促POP（Point Of Purchase）：门店广告Price discount：特价On-Pack：绑赠Sampling：试吃Road Show：路演，大型户外促销活动DM（Direct Mail ）：商场快讯商品广告；邮报PR（Public Relation）：公共关系NP（News Paper）：报纸杂志AD（Advertisement）：广告GRP（Gross Rating Point）：毛评点;总收视点（媒介用语）Loyalty：忠诚度Penetration：渗透率Value Share：市场份额AVE（Average）：平均数WTD（Weighted）：加权NUM（Numeric）：数值PP（Previous Period）：上期YA（Year Ago）：去年同期VOL（Volume）：销售量VAL（Value）：销售额VAL-PP（Value PP）：上期销售额VAL-YA（Value YA）：去年同期销售额YTD（Year To Date ）：截至当期的本年累计MTD（Means Month to Date）：本月到今天为止SPPD（Sales Per Point of Distribution）：每点销售额BTL（Below The Line）：线下费用ATL（Above The Line）：线上费用ABC（Activity based costing）：成本动因核算法（又称：巴雷托分析法）U&A（Usage and Attitude）：消费态度和行为(市场调查)FGD（Focus Group Discuss）：座谈会(市调一种)Store Check：终端调查，铺市率调查CR：销售代表CR-OP：销售代表-餐饮渠道CR-OT：销售代表-现代特殊渠道CR-MT：销售代表-现代渠道CR-TT：销售代表-传统渠道OTCR：现代渠道销售代表WDR：批发拓展代表ADR：客户拓展代表DCR：分销商合约代表DSR：分销商销售代表KSR：大客户销售主任KAM：重点客户经理CDM：渠道拓展经理MDR：市场拓展代表MDE：市场拓展主任MDM：市场拓展经理TMM：通路行销市场经理TDS：区域拓展主任TDM：区域拓展经理LTDM：高级区域拓展经理UM：业务单位经理（大区经理）GM（General Manager）：总经理GMDR（General Manager Direct Reports ）：总经理直接下属VP（Vice President）：副总裁FVP（First Vice President）：第一副总裁AVP（Assistant Vice President）：副总裁助理CEO（Chief Executive Officer）：首席执行官COO（Chief Operations Officer）：首席运营官CFO（Chief Financial Officer）：首席财务官CIO（Chief Information Officer）：首席信息官Director：总监HRD（Human Resource Director）：人力资源总监OD（Operations Director）：运营总监MD（Marketing Director）：市场总监OM（Operations Manager）：运营经理PM （Product Manager）：产品经理BM（Brand Manager）：品牌经理4P（Product、Price、Place、Promotion）：4P营销理论(产品、价格、渠道、促销)4C（Customer、Cost、Convenience、Communication）：4C营销理论(顾客、成本、便利、沟通)4V（Variation、Versatility、Value、Vibration）：4V营销理论(差异化、功能化、附加价值、共鸣)SWOT（Strengths、Weaknesses、Opportunities、Threats）：SWOT分析法(优势、劣势、机遇、威胁)FABE（Feature、Advantage、Benefit、Evidence）：FABE法则(特性、优点、利益、证据)USP（Unique Selling Propostion）：独特销售主张3A（Avalible、Able、Adsire）：买得到、买得起、乐得买PDCA（Plan、Do、Check、Action）：PDCA循环管理(计划、执行、检查、行动) OEM（Original Equipment Manufacturer）：原始设备制造商,俗称“贴牌”ODM（Original Design Manufacturer）：原装设计制造商OBM（Own Brand Manufacturer）：自有品牌制造商IPO（Initial Public Offering）：首次公开募股LOGO：商标Slogan：广告语FMCG（Fast Moving Consumer Goods）：快速消费品DCG（Durable Consumer Goods）：耐用消费品。
营销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。
市场营销知识的一些术语
新概念英语王牌教程成人版中关于市场营销知识的一些术语Key words in marketing(市场营销学中的核心词汇)市场(market) 需求(demand) 市场营销(marketing) 商品(goods) 效劳(service) 顾客满意(customer satisfaction)交易(transaction) 营销者(marketer)生产生产观念(production concept) 产品观念(product concept) 推销观念(selling concept)市场营销观念(marketing concept) 社会营销观念(societal concept) 顾客(customer) 客让渡价值(customer delivered value) 顾客总价值(total customer value)顾客总本钱(total customer cost)顾客满意(customer satisfaction)维系顾客(keep customer)关系营销(relationship marketing)全面质量营销(total quality marketing)市场营销环境(marketing environment)微观环境(micro environment)宏观环境(macro environment)市场时机(market opportunity)愿望竞争者(desired petitors)属类竞争者(generic petitors)产品形式竞争者(product petitors)品牌竞争者(brand petitors)公众(publics)目标市场(target market)市场营销组合(marketing mix)情绪(moods)消费者行为(customer behavior) 文化(culture)人口统计因素(demographics)社会阶层(social class)亚文化(subculture)参照群体(reference group)角色模型(role stereotype)知觉(perception)认知学习(cognitive learning)动机(motive)个性(personality)情绪(emotion)态度(attitude)自我概念(self-concept)生活方式(life style)组织市场(organizational market) 企业市场(business market)非营利组织(non-profit organization)非营利组织市场(non-profit organization market) 政府市场(government market)直接再购(straight rebuy)修正再购(modify rebuy)新任务采购(new task)购置中心(buying center)建议者(initiators)使用者(users)影响者(influencers)决定者(deciders)购置者(buyers)控制者(gatekeepers)营销信息(marketing information)营销信息系统(marketing information system,MIS) ~市场调研(marketing research)描述性调研(descriptive research)解释性调研(interpretive research)预测性调研(predictive research)市场需求量(market demand)企业需求量(market demand potential)定性预测(qualitative forecasting)定量预测(quantitative forecasting)企业战略(enterprise strategy)企业使命说明书(mission statement)战略经营单位(strategic business units,SBU)波士顿矩阵(Boston matrix)通用电器公司方法(the General Electric Model,GE) 市场吸引力(marketing attractiveness)业务实力(business attractiveness)密集型增长战略(intensive growth strategies)市场渗透(market penetration strategy)市场开发(market development strategy)产品开发(product development strategy)一体化增长战略(integrative growth strategies)前向一体化(forward integration)后向一体化(backward integration)水平一体化(horizontal integration)多角化增长战略(diversification growth strategies) 同心多角化(concentric diversification)水平多角化(horizontal diversification)复合多角化(conglomeration diversification)市场营销战略(marketing strategy)市场营销组合(marketing mix)市场营销组织(marketing organization)职能型组织(functional organization)地区型组织(regional organization)产品管理型组织(managerial organization of product)市场管理型组织(managerial organization of market)公司与事业部型组织(organization of corporation and business unit) 市场营销管理(marketing management)市场营销方案(marketing planning)市场营销方案(marketing program)市场营销控制(marketing controlling)市场竞争(market petition)完全竞争(market leader)非完全竞争(imprecate petition)垄断竞争(monopolistic petition)市场领导者(market leader)市场挑战者(market challenger)市场追随者(market follower)市场补缺者(market niche)市场细分(market segmentation)目标市场(target market)市场定位(market positioning)无差异性市场战略(undifferentiated marketing tactics)差异性市场战略(differentiated marketing tactics)集中性市场策略(concentrated marketing tactics)产品(product)效劳(service)核心产品(core product)形式产品(actual product)期望产品(expected product)延伸产品(augmented product)~潜在产品(potential product)耐用品(durablegoods)非耐用品(nondurable goods)产品线(product line)产品工程(product item)产品组合(product mix or product assortment)产品组合的长度(product mix length)产品组合的深度(product mix depth)产品组合的关联度(product mix consistency)产品生命周期(product life cycle)开发期(development stage)引进期(introduction stage)成长期(growth stage)成熟期(maturity stage)衰退期(decline stage)新产品开发(new product development)产品概念(product concept)商业化(mercialization)包装(package)包装策略(packaging strategy)品牌(brand)品牌命名(brand naming)品牌决策(branding decision)统一品牌(blanket family brand)品牌使用者决策(brand-sponsor decision)个别品牌(individual brand)多品牌(multi-brands)统一的个别品牌(pany/individual brand)合作品牌(co-branding)品牌资产(brand equity)品牌设计(brand designing)品牌延伸(brand extension)内涵不变式延伸(gradual changing meaning extension))品牌管理(brand management)本钱导向定价(cost-driven pricing)需求导向定价(demand-driven pricing)竞争导向定价(petition-driven pricing)折扣定价(discount pricing)地区定价(region pricing)差异定价(discrimination pricing)撇脂定价(skim pricing)渗透定价(penetration pricing)满意定价(neutral pricing)尾数定价(mantissa pricing)整数定价(integer pricing)招来定价(fetch-in pricing)声望定价(prestige pricing)目标收益定价法(target-return pricing)认知价值定价法(perceived-value pricing)价值定价法(value pricing)通行价格定价法(going-rate pricing)分销渠道(distribution channel)中间商(intermediate)分销渠道设计(distribution channel disign)实体分配(physical distribution)渠道冲突(channel conflict)促销(promotion)促销策略(promotion policies)情感诉求(emotional appeals)理性诉求(rational appeals)道德诉求(moral appeals)群众传播媒体(mass media)气氛(atmosphere)事件(events)量力支出法(affordable method)销售额百分比法(percentage-of-sales method)竞争对等法(petitive-parity method)目标任务法(objective-task method)广告(advertising)公共关系(public relations)营业推广(sales promotion)促销组合(promotion mix)推动策略(push strategy)拉引策略(pull strategy)广告目标(mission)告知性广告(information advertising)劝说性广告(persuasive advertising)提示性广告(reminder advertising)整合营销传播(integrated marketing munication)接触管理(contact management)人员推销(personal selling)效劳(service)效劳核心产品(core product)效劳附加产品(supplementary product)整合效劳营销(integrated service marketing)效劳的无形性(intangibility of service)效劳的体验属性(experience attributes)效劳的信任度属性(credence attributes)效劳的有形展示(physical evidence)关系营销(relationship marketing)体育营销(sports marketing)绿色营销(green marketing)城市营销(city marketing)网络营销(network marketing)会展营销(exhibition marketing)文化营销(cultural marketing需要:need欲望want需求:demand产品:product关系营销:relationship marketing 营销网:marketing network生产观念:the production concept 产品观念:the product concept相关群体:reference group购置者角色:buying role购置行为:buying behavior认知需求:problem recognization 搜集信息:information search组织者市场:organization market 派生需求:derived demand缺乏弹性:inelastic demand品牌策略:brand strategy制造商品牌:manufactures brand 定价策略:pricing strategie现金折扣:cash discount数量折扣:quantity discount功能折扣:functional discount季节折扣:seasonal discount新产品定价:new product pricing产品组合定价:product-mix pricing 分销渠道:distribution channel密集分销渠道:intensive distribution 选择性分销:selective distribution独家分销:exclusive distribution中间商品牌:intermediaries brand 批发商:whoksaler零售商:retailer百货公司:department store超市:supermarket便利店:convenience store折扣店:discount store促销组合:promotion mix交流信息:municating information 人员销售:personalo selling广告策略advertising strateqie公共关系public relation营销调研:marketing research产品策略:product strategie产品组合:product mix营销观念:the marketing concept消费者市场consumer market顾客满意:customer satisfaction顾客总价值:total customer value顾客总本钱:total customer value营销环境:marketing environment营销信息系统:marketing information syste 市场细分策略:market segmentationstartegie 目标市场策略:market tageting strategie市场定位策略market positioning strategie产品市场寿命周期;the product life cycle销售观念:the selling/sales concept社会营销观念:the societal marketing concept 宏观营销环境:macro-marketing environment 消费者行为模式:model of consumer behavior 价值,本钱和满意:value,cost,andsatisfaction 交换和交易exchange and transaction营销者和预期顾客:marketers。
市场营销名词术语大全
1.市场营销学：是一门以经济科学、行为科学、管理理论和现代科学技术为基础，研究以满足消费者需求为中心的企业市场营销活动及其计划、组织、执行、控制的应用科学。
2.市场营销：是指从满足服务对象的需要出发合理配置自己的资源，通过满足对方需要实现自己目标的活动过程。
3.市场：是指具有特定需要和欲望，而且愿意并能够通过交换来满足这种需求或欲望的全部潜在顾客。
4.市场营销管理：是指为了实现企业目标，创造、建立和保持与目标市场之间的互利交换和关系，而对设计方案的分析、计划、执行和控制。
5.负需求：是指绝大多数人对某种产品感到厌恶，甚至愿意出钱回避它的一种需求状况。
6.无需求：是指目标市场对产品毫无兴趣或漠不关心的一种需求状况。
7.潜伏需求：是指相当一部分消费者对某种物品有强烈的需求，而现有产品或服务又无法使之满足的一种需求状况。
8.下降需求：是指市场对一个或几个产品的需求呈下降趋势的一种需求状况。
9.不规则需求：是指某些物品或服务的市场需求在一年不同季节，或一周不同日子，甚至一天不同时间上下波动很大的一种需求状况。
10.充分需求：是指某种物品或服务目前的需求水平和时间等于预期的需求水平和时间的一种需求状况。
11.过量需求：是指某种物品或服务的市场需求超过了企业所能供给或所愿供给的水平的一种需求状况。
12.有害需求：是指市场对某些有害物品或服务的需求。
13.市场营销管理哲学：也就是企业在开展市场营销管理的过程中，处理企业、顾客、社会及其他利益相关者所持的态度、思想和观念。
14.生产观念：是指导企业营销行为的最古老的观念之一。
生产观念认为，消费者喜欢哪些可以随处买得到而且价格低廉的产品，企业应致力于提高生产效率和分销效率，扩大生产，降低成本以扩展市场。
生产观念是一种重生产、轻营销的商业哲学。
15.产品观念：认为，消费者喜欢高质量、多功能和具有某种特色的产品，企业应致力于生产高价值产品，并不断加以改进。
16.推销观念：或称销售观念，是为许多企业所采用的另一种观念。
市场营销专业基础知识
市场营销专业基础知识（专业术语）1。
市场营销：个人和集体通过创造产品和价值，并同别人进行交换，以获得其所需所欲之物的一种社会和管理过程。
2.营销组合4P：即：产品（Product）、价格（Price）、地点或渠道（Place)、促销或传播（Promotion）。
(1)产品策略是市场营销战略的核心，主要是为目标市场开发合适的产品或产品组合。
产品是可以满足人们某种需求的东西，它不仅包含有形的实体,还包括一些无形的蕴含在产品中的其他因素。
有人曾经说过:“我们生活在一个对产品或服务的认识同以前相当不同的时代。
从很大程度上说，重要的不是基本的核心产品，而是我们围绕着核心产品的满意度的组合."现代市场营销理论认为产品的整体包括核心产品、有形产品和附加产品。
核心产品是顾客购买产品时真正追求的利益；外观、包装等则是核心产品得以实现的有形部分;附加产品则指购买和使用产品能够带来的地位感等附加价值。
一个好的产品是核心产品、有形产品和附加产品的完美组合和统一。
因此，在为产品进行策略制定时，我们首先注重了产品的核心性质.名牌的创立、保护和发展,归根到底取决于消费者对产品质量的信赖和好评，没有一流的质量就不可能赢得消费者的“货币选票”，也就不可能获得利润。
在今天的竞争环境中，忽视产品本身质量无疑等于自杀。
所以在产品策略实行中，应将保证产品质量放在了至高无上的位置。
在产品策略中，我们不仅考虑到了以有形产品体现出来的核心产品，还注意了附着在有形产品上的附加利益。
（2)价格策略是指企业通过对顾客需求的估量和成本分析，选择一种能吸引顾客、实现市场营销组合的策略。
常见的新产品价格决策策略主要有以下三种：·撇脂定价策略指在产品生命周期的最初阶段，把产品的价格定得很高，以攫取最大利润。
撇脂定价的条件：①市场有足够的购买者，他们的需求缺乏弹性,即使把价格定得很高,市场需求也不会大量减少。
②高价使需求减少,但不致抵消高价所带来的利益。
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1advertising 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 comparisontesting 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2branding 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3channel 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4complaint 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5corporate 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 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7direct 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8early 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9exchange 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伍11functional 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 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 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13Hilton 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 of product 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16lodging 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 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mature stage of product life cycle 产品生命周期的成熟阶段McDonald's 麦当劳McDonnell Douglas 麦道公司MCI电讯公司(前世界通信公司)MDSS (Marketing-Decision Support System) 市场决策支持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准media audiences 媒体受众medical and health services 医疗卫生服务 Medico Containment Services memory of consumers 消费者记忆Mercedes-Benz 梅赛德斯-奔驰Mercer Management Consulting 美国美智管理顾问公司 merchandising 推销merchant middlemen 国内贸易中间商merchant wholesalers 商业批发商message structure 信息结构Michael Porter 迈克尔-波特micro risks 微观风险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19Minolta 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 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 组织采购中心 organizational customer 组织顾客 organizational directselling 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22performance 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23power 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25profitability 盈利性/盈利能力profitable survivor strategy 有利可图的生存者战略project-company resource compatibility 项目与公司资源的协调性projected profit-and-loss statement 预计损益表 projective tests 投影测试promotion decisions 促销决策promotion mix 促销组合promotion policies 促销策略promotion 促销promotional allowance 促销折让promotional effort 促销努力promotional pricing 促销定价promptness 及时性propector strategy 探索型战略prospecting for customers 寻找顾客 psychographics 心理统计特征psychological cost 心理成本psychological pricing 心理定价法 public organization 公共组织public relations 公共关系public utilities 公共设施publicity 公共宣传pull strategy for control of distribution channels 分销渠道控制的拉式战略pupil dilation 瞳孔扩张purchase predisposition 购买倾向 purchasing agent 采购代理purchasing contract 采购合同purchasing manager/agent 采购经理,代理 purchasing power perity (PPP) 购买力平价指数 push money/spiffs 佣金push stragtegy for control of distribution channels 分销渠道控制的推式战略qualifying prospects 审查潜在顾客资格 quality dimensions 质量维度quality 质量quantity discount 数量折扣question marks 问题类questioning 询问法26quotas 定额R & D expenditure 研究开发战略race and ethnic origin 种族和民族 rack jobbers 供应超级市场的批发商radio 无线电广播rank ordering 排序rate of adoption 采购率rate-of-return/target return pricing 回报率/目标回报定价法rational appeals 理性诉求rationale 基本原理raw materials 原材料reactive and proactive responses 反应及前摄策略 reactive new-product development strategy reactor strategy 反应型战略real estate 房地产rebates 回扣。
市场营销专业术语
营销用语营销组合(marketing mix)服务市场(served market)公司销售预测(pany sales forecast)购买概率量表(purchase probability scale)环境预测(environmental forecast)连锁比率法(chain ratio method)先导指标法(leading indicator)最低市场需求(market minimal)合格有效市场(qualified available market)可扩展市场(expandable market)渗入市场(penetrated market)市场潜量(market potential)需求得营销敏感性(marketing sensitivity of demand) 有效市场(available market)不可扩展市场(nonexpendable market)顾客化营销(customized marketing)突出属性(salient attributes)消费者选择得分取模式(disjunctive model )消费者选择得期望值模式(expectancy value model)意见领导者(opinion leader)意见追随者(opinion follower)购买意图(purchase intention)认知冲突(cognitive dissonance)认知得使用效果(perceived performance)认知风险(perceived risk)全面成本领导(overall cost leadership)聚焦战略(集中化战略)(focus)差异化战略(differentiation)自然环境(natural environment)宏观环境(macro environment)技术环境(technological environment)经济环境(economic environment)人口统计(demography)人口统计环境(demographic environment)文化环境(cultural environment)政治环境(political environment)法律环境(legal environment)营销中介机构(marketing intermediary)组织购买(organizational buying)定位不足(under positioning)定位过分(over positioning)定位混乱(confused positioning)市场利基者(market niches)产品线特色决策(product-line feature)产品线填补决策(line-filling)产品组合(product mix)产品属性得重要性权数(degrees of importance)撇脂定价法(market-skimming pricing)无品牌产品(generics)就是指包装简单且没有制造者得标记,主要目得就是要节省包装及广告费用,降低成本。
市场营销专业词汇中英文对照表
市场营销专业词汇中英文对照表Marketing Management营销管理New Products Development新产品开发Service Industry Marketing服务业营销Advertising广告Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道Public Relationship公共关系Consumer Behavior消费者行为Systems of Management Information管理信息系统Marketing Research营销调研accesibility可进入性accessory equipment markets附属设备市场account management policies客户管理策略positioning定位additions to existing product lines 现有产品线的增加administered vertical marketing systems管理式垂直营销系统market segmentation市场细分sales promotion销售促进advertising feedback广告反馈advertising frequency广告频率advertising media广告媒体advertising reach广告接受人数advertising message广告信息advertising source广告信息来源agent middleman代理商allowance折让alteration退换American Marketing Association美国营销协会annual marketing plan年度营销计划assurance保证attitudes of consumers消费者态度availability可获得性/供货能力awareness（产品）知晓度/知名度baby boomers婴儿潮出生的一代人backward channels for recycling回收的后向渠道backward integration后向垂直一体化banner advertisements横幅标语广告bar codes条形码barter实物交易basic physical needs基本生理需要BCG Grow-Share Matrix波士顿增长-份额矩阵before tests事前测试Behavior Scan Information Resources Inc.行为扫描信息源公司behavioural analysis行为分析behavioural hierarchies行为层级benchmarking基准benefit clusters利益群体benefits利益Benz奔驰billing帐单birth rate出生率blanket purchase order一揽子采购合同blind-paired comparison testing双盲比较测试blue collars蓝领bottom line底线/盈亏一览结算线brand awareness品牌意识/认知brand extensions品牌扩展brand loyalty品牌忠诚度brand mark品牌标志brand name品牌名称brand positioning品牌定位brand recognition品牌识别brand strategies品牌战略brand品牌branding strategy品牌化战略branding品牌化brand's equity品牌的价值break-even analysis盈亏平衡分析break-even volume盈亏平衡产量breath of product assortment产品线的宽度breath or diversity of product lines 产品线的宽度或多样性bribery贿赂British Airways英国航空公司brokers经纪人budgeting预算bundle捆绑Bureau of Census人口统计局busines strength rating商业能力评分business plan商业计划business position经营地位business sector商业部门business services markets商业服务市场business strategies经营战略business unit strategy经营单位战略buyback allowances回购折让buyback arrangements产品返销buyers'bargaining power买方的讨价还价能力buyers采购者buying behavior购买行为buying center采购中心buying inertia购买惯性buying intention购买意图buying offices连锁商店的进货中心buying power indes(BPI)购买力指数buying situation采购情况/类型buying task采购任务capital gains资本收益capital invested in product产品投入资本Carnival嘉年华cash cows现金牛类cash discounts现金折扣catalogue sales目录销售categorization of perception感知分类categorization分门别类centralization集中化chameleons/followers变色龙/跟随者channel alternatives可选择的营销渠道channel conflicts渠道冲突channel decisions渠道决策channel functions渠道功能channel institutions渠道组织结构channel management渠道管理channel objectives渠道目标channel of distribution分销渠道channel power渠道权力channel-control strategies渠道控制战略channel-design decisions渠道设计决策channel-management decisions渠道管理决策channels of communication传播渠道choice criteria选择标准closing a sale结束销售clothing retailers服装零售商co-branding联合品牌code of ethics（职业）道德标准coercive power强制权cognitive dissonance认识的不协调collection of data数据收集collection收款co-marketing alliances联合营销联盟combination compensation plan结合式薪酬方案commitment承诺communication channels传播渠道communication process传播过程communication信息交流/沟通communications media传播媒体company personnel公司员工comparative advertisements比较广告comparison of brands品牌比较compensation deals补偿处理compensation plan酬金方案compensation/rewards酬金/奖励compensatory补偿性的competition and industry evolution竞争和行业演变competition-orientated pricing竞争导向定价法competitive advantage竞争优势competitive(supply-side)evolution 竞争（供方）演变competitive factors竞争因素competitive intelligence竞争情报/信息competitive parity promotionbudgeting竞争均势促销预算法competitive strategy竞争战略competitive strength竞争优势/能力competitor analysis竞争者分析complaint handling投诉处理component materials and parts markets 组成材料和零部件市场computerized ordering计算机化的订购conclusive research确定性研究conditions of demand需求情况conflict and resolution strategies冲突和解决战略conformance to specifications与规格一致conformance一致性confrontation strategy对抗战略conjoint measurement联合测度法conjunctive model联合模型consumer decision-making消费者（购买）决策consumer goods channels消费品分销渠道Consumer Goods Pricing Act,USA美国消费品定价法案consumer goods消费品consumer markets消费品市场consumer needs消费者需求consumer packaged-goods firms消费者包装食品公司consumer promotion消费者促销consumer tests消费者测试consumer/household market消费者/家庭市场consumers'perceptions消费者感知consumption消费contests竞赛contingency planning权变计划contract construction契约建筑业contract manufacturing契约制造业contraction/strategic withdrawal strategy收缩/战略性撤退战略contractual entry modes契约式进入模式contractual vertical marketing systems合约式垂直营销系统contribution margin analysis边际贡献（贡献毛利）分析contributrion margin边际贡献control strategies控制战略convenience food stores便利食品商店convenience goods便利品convenience服务的便利性Cool Whip清凉维普co-operative advertising合作性广告co-ordination and conflict resolution 协调与冲突解决co-production合作生产core benefit proposition(CBP)核心利益方案/提议corollary-data method推定数据法corporate HQ公司总部corporate scope公司（经营）范围corporate strategy公司战略corporate vertical marketing systems 公司式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告corrective action矫正行动cost analysis成本分析cost effectiveness成本有效性cost leadership strategy成本领先战略cost of capital资本成本cost of goods sold(COGS)产品销售成本cost reductions降低成本产品cost-and-volume relationship成本-数量关系cost-oriented pricing成本导向定价法cost-plus/mark-up pricing成本加成/溢价定价法costs and benefits of marketing functions营销职能的成本和效益costs of competitors竞争者成本costs of distribution分销成本countertrade对等贸易coupons优惠券courtesy礼貌coverage of geographic market地域性市场的范围coverage of relevant retailers相关零售商的销售范围credibility信誉credit terms信贷条款critical assumptions关键假设cross-elasticity交叉弹性customary pricing习惯性定价法customer analysis顾客分析customer contact顾客接触customer demand顾客需求customer intimacy顾客亲密度customer loyalty顾客忠诚度customer need顾客需要customer organization of sales force 按客户组织销售队伍customer retention顾客维系/保留customer satisfaction顾客满意度customer segment pricing顾客细分市场定价customer service顾客服务customer-oriented pricing顾客导向定价法customers'perception顾客感知customers'preferences顾客偏好customers'price sensitivity顾客的价格敏感度customizing定制data collection数据收集data confidentiality数据保密data research数据研究data sources数据来源dealers经销商deceptive advertisements欺骗性广告deciders决策者declining markets衰退市场decoding解码defect rate缺陷率defender strategy防御型战略defensive new-product development strategy防御性新产品开发战略defensive positioning防御性定位delivery time交付时间delivery配送demand characteristics需求特征demand curve需求曲线demand-oriented pricing需求导向定价法demographic environment人口统计环境department stores百货商店dependability可靠性deregulation放松管制derived demand衍生需求descriptive research描述性研究design decisions设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return预期回报率determinant attributes关键属性determinants决定因素different responses差别反应differentiated defender strategy差异化防御战略differentiated marketing差异化营销differentiation over time不同时间的差异differentiation strategy差异化战略differentiation差异化diffusion of innovation theory创新扩散理论dimension因素dimensions of quality质量维度direct costing profitability analysis 直接成本盈利性分析direct mail直接邮寄direct marketing via advertising media 通过广告媒体的直接营销direct marketing直接营销direct product profitability(DPP)直接产品盈利性/利润率direct selling直销discount rate贴现率discount stores折扣商店discount折扣discount/premium price policies折扣/溢价策略discriminant analysis差异分析法discriminatory adjustments歧视价格调整discriminatory pricing adjustments歧视定价调整disjunctive model分离模型display space陈列空间disposable income可支配收入dissonance-attribution hierarchy不和谐-归属层次结构distribution channel designs分销渠道设计distribution channel objectives分销渠道的目标distribution channel分销渠道distribution decisions分销决策distribution policies分销策略distribution分销distributor/store(private lables) brands分销商/私有品牌distributors分销商diversification多元化divest撤退divest出让divestment or liquidation收回投资或清算dividend红利dogs瘦狗类domestic target marketing strategies 国内目标市场定位的营销战略dropping products放弃产品dry cleaning干洗dual/two channel distribution systems 双重分销系统duplication（媒体）重复DuPont杜邦公司durability耐用性early vs late adoption早期采购与后期采购earnings per share每股收益economic and technological factors经济技术因素economic power经济权economies of scale规模经济education services教育服务effectiveness有效性efficiency效率emergency goods急需品emotional appeals情感诉求empathy移情作用empirical evidence经验性实例empowerment授权encoding编码end use最终使用endorsement赞同engineering（产品）工程设计entrepreneurial strategy企业家战略entry strategies进入战略environment and packaging disposal环境与包装处理environment factors环境因素environmental scanning环境扫描/分析environmental strategy环境战略establishment机构ethical audit（公司）伦理审计ethics of marketing营销伦理道德ethnic composition种族构成European Community欧共体evaluation and reward systems评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives评估替代品/各种选择evaluation of brands品牌评估event sponsorship事件赞助event活动everyday low-price(EDLP)天天低价evoked set引发的组合evolution of market市场演变exchange交换exclusive dealing独家销售exclusive distribution独家分销executive summary执行摘要exhibition media展示广告媒体existing market现有市场exit barriers退出壁垒expansion path扩张途径expectation measures（顾客）预期测度expectations of customers顾客期望expected unit sales预计产量expected value期望价值experience curve经验曲线experimental research实验性研究expert power专长权exploratory research探索性研究export agents出口代理（商）export jobbers出口批发商export management company出口管理公司export merchants出口贸易商export出口exporting出口商品extended use strategy扩大使用战略extending volume growth扩大市场份额external data sources外部数据来源external environment外部环境extrapolation of past sales trends过去销售趋势推测法facilitating agencies辅助/中介机构factor analysis因素分析法fads时尚family branding家族品牌family life cycle家庭生命周期family structure家庭结构farm products农产品fast-moving consumer goods(FMCG)快速变动的消费品fear appeals恐惧/顾虑诉求features特征Federal Department Stores联邦百货商店Federal Trade Code（FTC)联邦贸易法案FedEx(Federal Express)联邦快递feedback data反馈数据field test marketing实地市场测试financing融资fisheries渔业fit and finish结实度与外观fixed costs固定成本fixed salary固定工资flanker strategy侧翼进攻战略flanker/fighting brand战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational structure扁平的组织结构FOB origin pricing FOB产地定价法focus strategy集中战略followers追随者Ford福特公司foreign middlemen国外中间商forestry林业formalization形式/规范化formulate制定fortress/position-defence strategy防御堡垒战略Fortune《财富》杂志forward integration向前一体化franchise systems特许系统franchising特许经营free call numbers免费电话号码free goods免费商品freight-absorption pricing免收运费定价法fringe benefits小额津贴frontal attack strategy正面进攻战略full costing profitability analysis全成本盈利性分析full-service wholesalers全方位服务的批发商functional competencies and resourceallocation职能能力与资源分配functional efficiency职能效率functional organization of sales force 按销售职能组织销售队伍functional organizational structure职能型组织结构functional performance功能性能functional strategy职能战略games比赛gap差距gatekeepers信息传递者general behavioral descriptors一般行为变量General Electric(GE)通用电气General Foods Corporation通用食品general merchandise discount chains大众商品折扣连锁店General Motors通用汽车geodemographics区域人口统计特征geographic adjustments地理调整geographic distribution地理分布geographical organization of sales force按地区组织销售队伍Gillette吉列剔须刀global adjustments全球调整global elite consumer segment全球精英消费品市场global expansion全球扩张global marketing control全球营销控制global markets全球市场global niche strategy全球机会战略global standardization strategy全球标准化战略global teenage segment全球青少年市场globalization全球化global-market expansion全球市场扩张goals总目标going-rate/competitive parity pricing 竞争性平价定价法goods producers产品制造商Goodyear固特异轮胎government agencies政府机构government buyers政府采购者government market政府市场government regulation政府管制greenhouse effect温室效应grey market灰色市场gross domestic product(GDP)国内生产总值gross margin毛利gross national product(GNP)国民生产总值gross profit毛利gross rating points(GRPs)总级别指数group/category product manager类别产品经理growing markets成长市场growth rate of market市场增长率growth stage of product life cycle产品生命周期的成长阶段growth-extension strategies增长扩张战略growth-market strategies for market leaders市场领导者的市场增长战略growth-market strategy成长性市场战略growth-market targeting strategy成长性市场定位战略guarantee/warranty保证/担保guarantees保证Gucci古琦（世界著名时装品牌）Haagen-Dazs哈根达斯hard technology硬技术Harvard Business Review《哈佛商业评论》harvest收获harvesting pricing收获定价法harvesting strategy收获战略health care医疗保健health maintenance organizations (HMOs)（美国）卫生保健组织heavy buyer大客户Heileman Brewing CompanyHeinz亨氏食品helpfulness有益性Henkel汉高Hertz赫兹（美国汽车租赁巨头）Hewlett-Packard惠普公司hierarchy of strategy战略的层次high margin/low-turnover retailers高利润/低周转率的零售商high market share global strategy高市场份额全球战略high-contact service system高接触服务系统high-involvement product高参与产品high-involvement purchase高参与购买hight market share高市场份额战略Hilton希尔顿Holiday Inns假日旅馆homogeneous market同质市场Honda本田household/family life cycle家庭生命周期household家庭hybrid technology混合技术idea generation创意的产生/生成ideas for new products新产品创意/构想idea-screening process创意筛选过程identification of segments识别细分市场Illinois Tool Works伊利诺斯工具厂image pricing形象定价imitative positioning模仿定位imitative strategy模仿战略impact evaluation影响评估impersonal sources非个人的信息来源implementation and control of marketing programs营销计划的执行和控制implementation实施improvements in or revisions of existing products现有产品的改良或修正impulse buying冲动购买impulse goods冲动购买品incentives激励income收入increased penetration strategy增加渗透战略indirect costing profitability analysis间接成本盈利性分析individual brand个别品牌individual value个人价值industrial goods&services工业产品和服务industrial goods channels工业品分销渠道industry attractiveness行业吸引力industry attractiveness-business position matrix行业吸引力-业务地位矩阵industry dynamics产业动态industry evaluation产业评估industry evolution产业演变inelastic缺乏价格弹性influencers影响者infocommunications industry信息通信行业infomercials商业信息广告information age信息时代information search信息搜集information technology信息技术information信息informative告知性的ingredient成份in-home personal interview个人家庭访谈in-house use tests内部使用测试innovation创新innovativeness创新性installation设施in-store display店内展示in-store positioning店内布局in-store promotion店内促销intangibles无形integrated marketing communication plan(IMC)整合营销传播计划integration of perception感知整合integration整合Intel因特尔intensity of market position市场地位的集中程度intensity集中程度intensive distribution密集型分销interactions across multiple target markets多目标市场间的相互作用interactive media交互式媒体interest rates利率internal data sources内部数据来源internal marketing内部营销internal organizational structure内部组织结构international advertising国际广告international channels国际分销渠道international division国际分部international marketing国际营销international organizational design国际组织设计internationalization of services服务的国际化introductory stage of product life cycle产品生命周期的推出阶段inventory level库存水平investor relations advertising投资关系广告issue advertising观点广告jobbers批发商Johnson&Johnson强生joint ventures合资jury of executive opinion行政管理人员群体意见法just noticeable difference(JND)恰巧注意到的差异just-in-time(JIT)management system 准时制管理体系just-in-time purchasing arrangements 及key account management主要客户管理key accounts关键客户key benefits核心利益key environmental issue identification 确定主要的环境问题key variables关键变量key/house accounts关键/机构客户laboratory tests实验室测试leapfrog strategy蛙跳战略learning hierarchy学习层级结构legal services法律服务legislation立法legitimate power法定权level of compensation酬金水平level of technical sophistication技术的复杂程度Levi Strauss李维·史特劳斯Levi's列维斯（全球最大的牛仔服制造商）lexicographic model词典编纂模型lifestyle生活方式limited-service wholesalers有限服务的批发商line extension产品线扩展line filling产品线填充line stretching产品线延伸list price订价Lloyd's of London伦敦劳埃德保险公司localizaiton strategy本地化战略location pricing场所定价location位置lodging房屋出租logistical alliances后勤联盟long-term memory长期记忆lost customer失去的顾客Louis Vuitton路易·威登（法国著名时尚品牌）low-contact service system低接触服务系统low-cost defender低成本防御型low-cost position低成本地位low-involvement hierarchy低参与程度层级结构macro risks宏观风险macroenvironment宏观环境macrosegmentation宏观细分mail-order retailers邮购零售商maintaining market share保持市场份额maintenance strategy保持战略management overhead管理费mandatory adaptation强制性适应manufacturer brand制造商/全国性品牌manufacturers'agents/representatives 生产商的代理商/销售代表manufacturers'export agents(MEA)制造商出口代理manufacturers'sales offices/branches 生产商的销售办事处/分支机构manufacturing process制造过程manufacturing制造业market aggregation strategy整体市场战略market attractiveness factors市场吸引力因素market attractiveness市场吸引力market attractiveness/businessposition matrix市场吸引力/业务地位矩阵market circumstances市场环境market demorgraphics市场人口分布/统计特征market dimension市场量度market entry strategies市场进入战略market exclusion市场排斥market expansion strategy市场扩张战略market factors市场因素market followers市场跟随者market growth rate市场增长率market hirarchy市场等级market inclusion市场纳入market leaders市场领导者market measurement市场测量market opportunity analysis市场机会分析market oriented以市场为导向的market position factors市场地位因素market positioning analysis市场定位分析market potential measurements市场潜力测度market research市场研究market segment细分市场market segmentation市场细分market share市场份额market targeting目标市场选择market市场marketability市场开拓能力market-entry strategies市场进入战略marketing action plan营销行动计划marketing audit营销审计marketing channel营销渠道marketing codes of conduct营销行为规范marketing communication营销沟通/传播marketing concept营销观念marketing control营销控制marketing decision support systems (MDSS)营销决策支持系统marketing environment audit营销环境审计marketing flows and functions营销过程和职能marketing function area audit营销功能领域的审计marketing implications of对营销的影响marketing information system营销信息系统marketing institutions营销机构marketing management营销管理marketing message营销信息marketing mix营销组合marketing policy营销策略marketing productivity area audit营销生产力领域的审计marketing program components营销计划内容marketing program营销计划/方案marketing relationship营销关系marketing research营销研究marketing strategy营销战略market-management organizational structure市场管理组织结构mark-up price产品/溢价价格Marlboro万宝路Marriott Hotel万豪酒店mass-market penetration strategy大规模市场渗透战略mass-market strategy大市场战略matrix organizational structure矩阵组织结构Matsushita日本松下电子mature conformists成熟的随大流者mature markets成熟市场mature stage of product life cycle产品生命周期的成熟阶段McDonald's麦当劳McDonnell Douglas麦道公司MCI电讯公司（前世界通信公司）MDSS(Marketing-Decision Support System)市场决策支持系统measurability可测度性measure or index测量指标measurement criteria计量标准media audiences媒体受众medical and health services医疗卫生服务Medico Containment Servicesmemory of consumers消费者记忆Mercedes-Benz梅赛德斯-奔驰Mercer Management Consulting美国美智管理顾问公司merchandising推销merchant middlemen国内贸易中间商merchant wholesalers商业批发商message structure信息结构Michael Porter迈克尔-波特micro risks微观风险microsegmentatioin微观细分Miller Tyding ACT,USA米勒·泰丁法案minging矿业Minnesota Mining and Manufacturing Company(3M)明尼苏达矿业和制造公司Minolta美能达miscellaneous sources多方面来源mission宗旨missionary selling推销式销售Mitsubishi Heavy Industries三菱重工modified rebuy调整再购monosegment positioning单一细分市场定位Monsanto孟山都农业生物技术公司moral appeals伦理/道德诉求morals道德Motorola摩托罗拉multichannel distribution多渠道分销multidimensional scaling多维等级法multilevel selling多级销售multinational coporations(MNCs)跨国公司multiple test markets多测试市场multiple-brand strategy多品牌战略multiple-factor index多因素指数法multisegment positioning多重细分市场定位mutual trust相互信任national account management全国性客户管理national market国内市场National Semiconductor美国国家半导体公司natural products天然产品NEC日本电子Nescafé雀巢咖啡Nestlé雀巢net sales净销售额network computer(NC)网络计算机new business selling新业务销售new buy购入新产品new entrants新进入者new markets新市场new materials新材料New Prod screening model新普罗德筛选模型new product lines新产品线new products新产品new-product development新产品开发new-product ideas新产品创意Newsweek《新闻周刊》new-task buying全新采购new-to-the-world products世界性新产品niche penetration strategy壁龛/机会市场渗透战略niche-market strategy壁龛市场战略Nike耐克Nissan尼桑no-brand brand name无品牌的品牌名称no-frills product无虚饰产品noise in communication system传播系统中的噪音non-financial rewards非物质性奖励措施non-probability sampling非概率抽样non-profit organization非盈利组织non-store retailing无店铺零售业number of stockouts迟滞数目object-and-task method of promotion budgeting目标-任务促销预算法objectives and strategy area audit目标与战略领域的审计objectives具体目标observation观察法occupancy costs房屋占用成本occupation/position职业/职位odd pricing奇/余数定价法OEM(original equipment manufacturer)原始设备制造商oeverall quality总体质量off-invoice discounts发票之外的折扣offsets抵消交易Omega欧米加on-air testing广播测试OPEC(Organization of Petroleum Exporting Countries)欧佩克（石油输出国组织）opening relationships建立关系operating supplies生产供应品operational excellence运作管理水平opinion leaders意见领导者opportunity cost机会成本opportunity identification机会识别opportunity/threat matrix机会/威胁矩阵order cycle time订货周期order processing订单处理organisational level组织层次organizaitonal requirement planning组织需求计划organization area audit组织领域的审计organization buying center组织采购中心organizational customer组织顾客organizational direct selling组织直销organizational markets组织市场organizational purchasing组织采购organzational structure组织结构outdoor enthusiasts户外运动爱好者out-of-home media户外广告媒体overall cost leadership全面成本领先overheads日常开支overseas direct investment海外直接投资ownership of new product新产品所有权packaging包装panel of experts专家小组parentage渊源parties involved交换中的各方payment terms支付条款pay-off control支出控制penetration pricing渗透定价Pepsi-Cola百事可乐perceived customer value顾客感知价值perceived quality感知到的质量perceived value感知到的价值percentage of sales promotion budgeting method销售额百分比促销预算法perceptions of consumers消费者感知/理解perceptual(product)pisitioning感知（产品）定位perceptual map感知图perceptual organization感知组织perceptual vigilance感性的警惕performance dimension业绩标准performance evaluation业绩评估performance measures表现/业绩测度performance objective绩效目标performance standards绩效标准performance功能perishability非持久性personal selling人员推销personal sources个人的信息来源personnel development人力资源开发persuasive说服性的pharmaceuticals industry医药行业physical(product)positioning物理（产品）定位physical descriptors物理变量physical distribution实物分销Pillsbury皮尔斯博瑞pioneers先入者Pizza Hut必胜客place utility地点效用planning and control system area audit 计划与控制系统领域的审计point of sale information销售点信息point-of-purhcase(POP)promotion采购点促销point-of-sales(POS)data销售点数据pontificator保守派popularity通用性population trends人口趋势portfolio models for resource allocation资源配置的资产组合模式position intensity地位集中程度positioning定位possession utility拥有效用post-purchase dissonance购买后的不协调post-purchase evaluation购买后评估post-purchase/after-sale service售后服务potential advantages潜在优势potential customer潜在顾客potential market潜在市场potential target market潜在目标市场power in distribution分销权力power of buyers购买者能力power of suppliers供应商能力predatory pricing掠夺性定价法pre-empting scarce resources先占稀缺资源preferential treatment特惠待遇premiums额外奖励present competitors现有的竞争者presenting sales message提供销售信息pre-test market research测试前市场研究price discrimination价格歧视price elasticity of demand需求的价格弹性price fixing价格设定price leaders价格领导者price lining价格排列定价法price promotion价格促销price quotation报价price sensitivity价格敏感度price structure价格结构price价格price/earnings ration价格/收益比price-off promotions降价促销price-setting process定价过程pricing adjustments定价调整pricing policies价格策略pricing定价primary demand基本需求primary sources第一类/主要数据print media印刷媒体private/for-profit organization私营/盈利性组织PRIZM(Potential Rating Index for Zip Markets)按邮政区划为基础的潜力等级指数proactive new-product development strategy进取型新产品开发战略probability sampling概率抽样problem formulation界定问题problem identificatioin确定问题process management过程管理Procter&Gamble(P&G)宝洁公司product line产品线product availability产品的可获得性product category产品类别product class产品类别product decisions产品决策product design产品设计product development产品开发product dimension or attributes产品维度/属性product evolution产品演变product features产品特征product intent share产品倾向份额product leadership产品领导能力product life cycle(PLC)产品生命周期product life cycle curve产品生命周期曲线product line产品线product manager audit产品经理审计product offering供应品product organizaiton of salesforce按产品组织销售队伍product policies产品策略product positioning产品定位product quality产品质量product scope产品范围product space产品位置product specifications产品规格product systems产品体系product type产品类型product usage产品用途product产品product(ion)-oriented organization产品/生产导向型组织production生产product-line pricing adjustments产品线定价调整product-management organizational structure产品管理组织结构product-market entry control产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics产品的市场特征product-use testing产品使用测试pro-environment环保profit impact of market strategy (PIMS)市场战略的利润影响profitability analysis盈利性分析profitability盈利性/盈利能力profitable survivor strategy有利可图的生存者战略project-company resource compatibility 项目与公司资源的协调性projected profit-and-loss statement预计损益表projective tests投影测试promotion decisions促销决策promotion mix促销组合promotion policies促销策略promotion促销promotional allowance促销折让promotional effort促销努力promotional pricing促销定价promptness及时性propector strategy探索型战略prospecting for customers寻找顾客psychographics心理统计特征psychological cost心理成本psychological pricing心理定价法public organization公共组织public relations公共关系public utilities公共设施publicity公共宣传pull strategy for control of distribution channels分销渠道控制的拉式战略pupil dilation瞳孔扩张purchase predisposition购买倾向purchasing agent采购代理purchasing contract采购合同purchasing manager/agent采购经理／代理purchasing power perity(PPP)购买力平价指数push money/spiffs佣金push stragtegy for control of distribution channels分销渠道控制的推式战略qualifying prospects审查潜在顾客资格quality dimensions质量维度quality质量quantity discount数量折扣question marks问题类questioning询问法quotas定额R&D expenditure研究开发战略race and ethnic origin种族和民族rack jobbers供应超级市场的批发商radio无线电广播rank ordering排序rate of adoption采购率rate-of-return/target return pricing回报率/目标回报定价法rational appeals理性诉求rationale基本原理raw materials原材料reactive and proactive responses反应及前摄策略reactive new-product development strategyreactor strategy反应型战略real estate房地产rebates回扣recall tests记忆测试receiver接收者reciprocity利益互惠recognition of problem/need发现问题/需求recognition tests认知测试recreation娱乐业recruitment and selection招聘与选拔recycling of packaging包装回收（利用）Reebok锐步reference group参照群体referent power参照权refocus巩固refunds退款refusal to deal拒绝经营regression analysis回归分析法regulation管制related/concentric diversification相关/同心多元化relational VMSs相关式垂直营销系统relative attractiveness of declining markets衰退市场的相对吸引力relative market potential相对市场潜力relative market share相对市场份额reliability可靠性repeat purchase behavior重复购买行为repetition重复repositionings重新定位产品requirements planning需求计划reseller中间商resident buyers常驻采购员resource allocation/deployment资源配置response strategies反应策略response to communication传播响应responsive strategy反应型新产品开发战略responsiveness响应性retail coverage strategy零售范围战略Retail Index零售指数retail outlets零售店retail sales零售额retailer co-operatives零售商合作社retailer零售商retailing trends零售趋势Return on Equity(ROE)权益回报率Return on Investment(ROI)投资回报率Return on Net Assets(RONA)净资产回报率reverse engineering反向工程reward systems奖励系统rivalry determinants竞争决定因素rivalry竞争对手Robert Miles罗伯特·迈尔斯Rockwell洛克威尔Rolex劳力士Rolls-Royce劳斯莱斯roster名册salary薪金sales agents销售代理商sales analysis by customer顾客销售分析sales analysis by order size订货规模的销售分析sales analysis by product产品销售分析sales analysis by territory区域销售分析sales analysis销售分析sales forcasting销售预测sales force estimates销售人员估计sales force size销售队伍规模sales force销售队伍sales forecasting销售预测sales management销售管理sales organization销售组织sales performance销售表现/业绩sales personnel incentives销售人员激励sales personnel销售人员sales planning销售计划sales potential销售潜力sales promotion销售促进/促销sales territory销售地区sales trends销售趋势sales销售额sales/price reduction销售/价格下降sample design样本设计sample size样本大小sampling抽样sampling提供样品scale efficiency规模效率scaled measures比例测度scoring models评判模型screening of ideas创意筛选sealed bidding招标Sears西尔斯secondary sources第二类/次要数据second-but-better new-product development strategy后者居上型新产品开发战略security证券业segmentation and targeting细分与目标选择segmentation criteria细分标准segmentation descriptors市场细分变量segmentation市场细分Seiko日本精工株式会社（全球著名的打印机生产商）selective demand选择性需求。
堪称最全市场营销术语目录
堪称最全市场营销术语目录，sales and marketing同仁看过来[得意] 别再说SKU是Shelf Keeping Unit，明明是Stock Keeping Unit，纠错啦！转！[快消品从业人员必懂的英文销售术语]学习(KA、TG、MT、CR-TT、OTCR、SKU、DC、DSD、OEM、POP、4P、4C、SWOT、FAB、USP……究竟是什么意思？许多初入快速消费品、小家电行业销售领域的童鞋，碰到上述英文销售术语时，往往一头雾水，不知是啥意思。
本人现将最常见的150余条英文销售术语整理如下，以飨职场新人：DA（Distribution & Assortment）分销Location：位置Display：陈列Pricing：价格Inventory：库存Merchandising：助销Promotion：促销KA（Key Account）：重点客户GKA（Global Key Account）：全球性重点客户NKA（National Key Account）：全国性重点客户LKA（Local Key Account）：地方性重点客户RKA（Retail Key Account ）：零售重点客户SM（ShoppingMall）：大型购物消费中心简称销品茂HYM（Hypermarket）：巨型超级市场，简称大卖场SPM（Supermarket）：超级市场，简称超市S-SPM（Small-Supermarket）：小型超市M-SPM（Middle-Supermarket）：中型超市L-SPM（Large-Supermarket）：大型超市C&C（Cash & Carry）：仓储式会员店CVS（Convenience Store）：便利店GS（Gas Station）：加油站便利店DS（Discount Store）：折扣店MT（Modern Trade ）：现代渠道TT（Tradiditional Trade）：传统渠道OT（Organized Trade）：现代特殊渠道OP（On Premise ）：餐饮渠道HBR（Hotel,Bar,Restaurant）：旅馆、酒吧、餐馆等封闭性通路WHS（Wholesaler）：批发商2nd tier Ws：二级批发商DT（Distributor）：经销商，分销商2ndDT：二级分销商DIST（Distributor System）：专营分销商MW（Managed Wholesalers）：管制批发商PW（Passive Wholesalers）：传统批发商DSD（Direct Store Delivery）：店铺直接配送CSTD（Company Sells Third Party Delivers）：我销他送DC（Distribution Center）：配送中心TPL（Third Party Logistics）：第三方物流CRP（Contiuous Replenishment）：持续补货CAO（Computer Assisted Ordering）：计算机辅助订货PUR（Purchase）：进货OOS（Out of Stock）：缺货Inventory day：库存天数SKU（Stock Keeping Uint）：最小库存计量单位UPC：通用产品编码Bar Code：条形码Slim（Slim）：纤细,苗条(包装)TC：铁罐包装AC：铝罐包装TP（TETRA PAK）：利乐无菌包装(俗称纸包装)PET：宝特瓶(俗称胶瓶)POSM（Point of Sale Materials）：陈列品GE（Gondola End）：端架MIT（Marketing Inpact Team）：卖场整合性陈列；堆箱TG（Type Genus ）：堆头Island Display：堆头式陈列Floor Display：落地割箱陈列Pallet Display：卡板陈列Strip Display：挂条陈列Sidekick Display：侧挂陈列Checkout Display：收银台陈列Cooler Display：冰柜陈列Secondary Display：二次陈列Cross Display：交叉陈列PG（Promotion Girl）：促销员P-T（Part-timer）：临时工，特指临促POP（Point Of Purchase）：门店广告Price discount：特价On-Pack：绑赠Sampling：试吃Road Show：路演，大型户外促销活动DM（Direct Mail ）：商场快讯商品广告；邮报PR（Public Relation）：公共关系NP（News Paper）：报纸杂志AD（Advertisement）：广告GRP（Gross Rating Point）：毛评点;总收视点（媒介用语）Loyalty：忠诚度Penetration：渗透率Value Share：市场份额AVE（Average）：平均数WTD（Weighted）：加权NUM（Numeric）：数值PP（Previous Period）：上期YA（Year Ago）：去年同期VOL（Volume）：销售量VAL（Value）：销售额VAL-PP（Value PP）：上期销售额VAL-YA（Value YA）：去年同期销售额YTD（Year To Date ）：截至当期的本年累计MTD（Means Month to Date）：本月到今天为止SPPD（Sales Per Point of Distribution）：每点销售额BTL（Below The Line）：线下费用ATL（Above The Line）：线上费用ABC（Activity based costing）：成本动因核算法（又称：巴雷托分析法）U&A（Usage and Attitude）：消费态度和行为(市场调查)FGD（Focus Group Discuss）：座谈会(市调一种)Store Check：终端调查，铺市率调查CR：销售代表CR-OP：销售代表-餐饮渠道CR-OT：销售代表-现代特殊渠道CR-MT：销售代表-现代渠道CR-TT：销售代表-传统渠道OTCR：现代渠道销售代表WDR：批发拓展代表ADR：客户拓展代表DCR：分销商合约代表DSR：分销商销售代表KSR：大客户销售主任KAM：重点客户经理CDM：渠道拓展经理MDR：市场拓展代表MDE：市场拓展主任MDM：市场拓展经理TMM：通路行销市场经理TDS：区域拓展主任TDM：区域拓展经理LTDM：高级区域拓展经理UM：业务单位经理（大区经理）GM（General Manager）：总经理GMDR（General Manager Direct Reports ）：总经理直接下属VP（Vice President）：副总裁FVP（First Vice President）：第一副总裁AVP（Assistant Vice President）：副总裁助理CEO（Chief Executive Officer）：首席执行官COO（Chief Operations Officer）：首席运营官CFO（Chief Financial Officer）：首席财务官CIO（Chief Information Officer）：首席信息官Director：总监HRD（Human Resource Director）：人力资源总监OD（Operations Director）：运营总监MD（Marketing Director）：市场总监OM（Operations Manager）：运营经理PM （Product Manager）：产品经理BM（Brand Manager）：品牌经理4P（Product、Price、Place、Promotion）：4P营销理论(产品、价格、渠道、促销)4C（Customer、Cost、Convenience、Communication）：4C营销理论(顾客、成本、便利、沟通)4V（Variation、Versatility、Value、Vibration）：4V营销理论(差异化、功能化、附加价值、共鸣)SWOT（Strengths、Weaknesses、Opportunities、Threats）：SWOT分析法(优势、劣势、机遇、威胁)FABE（Feature、Advantage、Benefit、Evidence）：FABE法则(特性、优点、利益、证据)USP（Unique Selling Propostion）：独特销售主张3A（Avalible、Able、Adsire）：买得到、买得起、乐得买PDCA（Plan、Do、Check、Action）：PDCA循环管理(计划、执行、检查、行动) OEM（Original Equipment Manufacturer）：原始设备制造商,俗称“贴牌”ODM（Original Design Manufacturer）：原装设计制造商OBM（Own Brand Manufacturer）：自有品牌制造商IPO（Initial Public Offering）：首次公开募股LOGO：商标Slogan：广告语FMCG（Fast Moving Consumer Goods）：快速消费品DCG（Durable Consumer Goods）：耐用消费品叮叮小文库发自我的iPhone。
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。