市场营销专业英语
市场营销专业英语
第一单元Marketing 市场营销定义：Marketing is the activity，set of institutions，and processes for creating，communicating, delivering，and exchanging offerings that have value for customers，clients, partners，and society at large.市场营销是在创造、沟通、传播和交换产品中，为顾客、客户、合作伙伴以及整个社会带来价值的一系列活动、过程和体系。
什么是市场营销计划：The marketing plan4个点：①situation analysis情况分析②marketing objectives 营销目标③target market selection目标市场选择④marketing mix市场营销组合课后单词:Blueprint 规划蓝图marketing mix 营销组合Competitive advantage 竞争优势marketing planning 营销计划Cross functional team 跨部门团队mortgage 抵押、抵押品Customer orientation 顾客导向organizational mission 组织使命Distinctive competencies 独特竞争力organizational objectives 组织目标Diversification 多样化战略organizational portfolio plan 资产组合计划Equilibrium 均衡Organizational strategies 组织战略Implementation 执行实施product development strategies 产品开发战略Line of products 产品系列production orientation 生产导向Market development strategies 市场开发战略selling orientation 销售导向Market penetration strategies 市场渗透战略situation analysis 形式分析Marketing Concept 营销观Strategic Business Units 战略事业单位Marketing information system 营销信息系统Strategic Planning 战略计划Marketing Management 营销管理第五单元market segmentation process市场细分的过程（市场定位过程)1、delineate firm's current situation（描绘公司的现状）2、Determine consumer needs and wants(确定消费者的需求和欲望）3、divide markets on relevant dimensions，(有关方面划分市场）4、develop product positioning,(开发产品定位）5、decide segmentation strategy，(决定细分策略）6、design marketing mix strategy(设计营销组合策略)P90第五单元单词:A priori segmentation 事前市场细分PRIZM 根据邮编制定的潜在市场等级指数Benefit Segmentation 利益细分product positioning; 产品定位geodemographic segmentation 地理人口细分Psychographic segmentation心理细分Market niche 市场缝隙segmentation dimension市场细分标准Positioning map 定位图target market 目标市场Market Segmentation 市场细分VALStm 价值观和生活方式系统Post hoc segmentation 事后市场细分第六单元：Product Line产品线（定义) = A set of products（一组产品)Product Mix产品组合（定义）= the full set of products（全套产品）103Product life cycle (产品生命周期)Introduction（产品介绍)growth （成长期）maturation（成熟期)decline（衰退期）第六单元单词Aesthetics 有美感line extension 产品线延伸Brand equity 品牌价值marketing myopia 市场缝隙Brand extension 品牌拓展multibranding 多品牌战略Conformance to specifications 规格一致performance 产品性能Cross functional teams 跨部门团队product adoption and diffusion 产品的采用和扩散Dual branding 双重品牌战略product audit 产品审核Durability 耐用性product life cycle 产品生命周期Extended product 延伸产品product line 产品系列Fad 热潮product line extension 产品系列延伸Family branding 家族品牌product mix 产品组合Fashion 时尚reliability 可靠性Franchise extension 特许经营权拓展serviceability 维护保养的方便性Generic product 一般产品tangible product 有形产品第八单元The promotion mix (促销组合)1、Advertising（广告）2、sales promotion（推销)3、public relations（公关）4、personal selling（个人推销;）Push versus pull marketing（推拉式营销）push strategies（推）：involve aiming promotional efforts at distributors ，retailers，and sales personnel to gain their cooperation in ordering，stocking，and accelerating the sales of a product.（推动战略涉及的目标是在经销商，零售商和销售人员的促销努力，以获得他们的合作，订货,库存,并加快销售的产品。
市场营销专业英语5
Part 1 terms1. value network:价值网络Value network is a system of partnerships and alliances that a firm creates to source, augment, and deliver its offering.2 marketing channels:营销渠道（distribution channel: 分销渠道）marketing channels (also called trade or distribution channels), sets ofinterdependent （相互联系） organizations involved in the process of making a product or service available for use or consumption.它是产品或者服务在投入使用或者消费的过程中涉及到的一系列相互联系得组织。
3. channel level: 渠道层次 direct selling:直接销售A zero-level channel (also called a direct-marketing channel) consists of a manufacture selling directly to the final customer through Internet selling, door-to-door sales, home parties, mail order, telemarketing, TV selling, and other methods.零级渠道也成为直接营销渠道是指生产商通过互联网销售、上门推销、家庭聚会、邮寄、电话销售、电视直销和其他方式直接将产品销售给消费者A one-level channel contains one selling intermediaries, such as a retailer. 一级渠道包括一个销售中介。
市场营销英语
市场营销英语篇一：市场营销专业英语单词完整MarketingManagement营销管理NewProductDevelopment新产品开发ServiceIndutryMarketing服务业营销Advertiing广告BuineNegotiation商业谈判InternationalMarketing国际市场营销SaleChannel销售渠道PublicRelationhip公共关系ConumerBehavior消费者行为SytemofManagementInformation管理信息系统MarketingReearch营销调研acceibility可进入性acceoryequipmentmarket附属设备市场accountmanagementpolicie 客户管理策略poitioning定位additiontoe某itingproductline现有产品线的增加adminiteredverticalmarketingytem管理式垂直营销系统marketegmentation市场细分alepromotion销售促进AmericanMarketingAociation美国营销协会annualmarketingplan年度营销计划aurance保证attitudeofconumer消费者态度availability可获得性/供货能力awarene（产品）知晓度/知名度babyboomer婴儿潮出生的一代人backwardchannelforrecycling回收的后向渠道backwardintegration后向垂直一体化banneradvertiement横幅标语广告barcode条形码barter实物交易baicphyicalneed基本生理需要BCGGrow-ShareMatri某波士顿增长-份额矩阵beforetet事前测试BehaviorScanInformationReourceInc.行为扫描信息源公司behavioralanalyi行为分析behavioralhierarchie行为层级benchmarking基准benefitcluter利益群体benefit利益Benz奔驰billing帐单birthrate出生率bluecollar蓝领bottomline底线/盈亏一览结算线brandawarene品牌意识/认知brande某tenion品牌扩展brandloyalty品牌忠诚度brandmark品牌标志brandname品牌名称brandpoitioning品牌定位brandrecognition品牌识别brandtrategie品牌战略brand品牌brandingtrategy品牌化战略branding品牌化brand'equity品牌的价值break-evenanalyi盈亏平衡分析break-evenvolume盈亏平衡产量breathofproductaortment产品线的宽度breathordiverityofproductline产品线的宽度或多样性bribery贿赂BritihAirway英国航空公司broker经纪人budgeting预算bundle 捆绑BureauofCenu人口统计局buinetrengthrating商业能力评分buineplan商业计划buinepoition经营地位buineector商业部门buineervicemarket商业服务市场buinetrategie经营战略buineunittrategy经营单位战略buybackallowance回购折让buybackarrangement产品返销buyer'bargainingpower买方的讨价还价能力buyer采购者buyingbehavior购买行为buyingcenter采购中心buyinginertia购买惯性buyingintention购买意图buyingoffice连锁商店的进货中心buyingpowerinde某(BPI)购买力指数buyingituation采购情况/类型buyingtak采购任务capitalgain资本收益capitalinvetedinproduct产品投入资本Carnival嘉年华cahcow现金牛类cahdicount现金折扣catalogueale目录销售categorizationofperception感知分类categorization分门别类centralization集中化chameleon/follower变色龙/跟随者channelalternative可选择的营销渠道channelconflict渠道冲突channeldeciion渠道决策channelfunction渠道功能channelintitution渠道组织结构channelmanagement渠道管理channelobjective渠道目标channelofditribution分销渠道channelpower渠道权力channel-controltrategie渠道控制战略channel-deigndeciion渠道设计决策channel-managementdeciion渠道管理决策clothingretailer服装零售商co-branding联合品牌codeofethic（职业）道德标准coercivepower强制权cognitivedionance认识的不协调collectionofdata数据收集collection收款co-marketingalliance联合营销联盟conflictandreolutiontrategie冲突和解决战略conformancetopecification与规格一致conformance一致性confrontationtrategy对抗战略conjointmeaurement联合测度法conjunctivemodel联合模型conumerdeciion-making消费者（购买）决策conumergoodchannel消费品分销渠道ConumerGoodPricingAct,USA 美国消费品定价法案conumergood消费品conumermarket消费品市场conumerneed消费者需求conumerpackaged-goodfirm消费者包装食品公司conumerpromotion消费者促销conumertet消费者测试conumer/houeholdmarket消费者/家庭市场conumer'perception消费者感知conumption消费contet竞赛contingencyplanning权变计划contractcontruction契约建筑业contractmanufacturing契约制造业contraction/trategicwithdrawaltrategy收缩/战略性撤退战略contractualentrymode契约式进入模式contractualverticalmarketingytem合约式垂直营销系统contributionmarginanalyi边际贡献（贡献毛利）分析contributionmargin边际贡献controltrategie控制战略conveniencefoodtore便利食品商店conveniencegood便利品convenience服务的便利性CoolWhip清凉维普co-operativeadvertiing合作性广告co-ordinationandconflictreolution协调与冲突解决co-production合作生产corebenefitpropoition(CBP)核心利益方案/提议corollary-datamethod推定数据法corporateHQ公司总部corporatecope公司（经营）范围corporatetrategy公司战略corporateverticalmarketingytem公司式垂直营销系统corporate/intitutionaladvertiing团体/社会公共机构广告correctiveaction矫正行动cotanalyi成本分析coteffectivene成本有效性cotleaderhiptrategy成本领先战略cotofcapital资本成本cotofgoodold(COGS)产品销售成本cotreduction降低成本产品cot-and-volumerelationhip成本-数量关系cot-orientedpricing 成本导向定价法cot-plu/mark-uppricing成本加成/溢价定价法cotandbenefitofmarketingfunction营销职能的成本和效益coverageofgeographicmarket地域性市场的范围coverageofrelevantretailer相关零售商的销售范围credibility信誉creditterm信贷条款criticalaumption关键假设cro-elaticity交叉弹性cutomarypricing习惯性定价法cutomeranalyi顾客分析cutomercontact顾客接触cutomerdemand顾客需求cutomerintimacy顾客亲密度cutomerloyalty顾客忠诚度cutomerneed顾客需要cutomerorganizationofaleforce按客户组织销售队伍cutomerretention顾客维系/保留cutomeratifaction顾客满意度cutomeregmentpricing顾客细分市场定价cutomerervice顾客服务cutomer-orientedpricing顾客导向定价法cutomer'perception顾客感知cutomer'preference顾客偏好cutomer'priceenitivity顾客的价格敏感度cutomizing定制。
市场营销专业英语重点整理
单选：20；单词汉译英：10；单词英译汉：10；句子英译汉：30；阅读：10；作文：20营销英语重点整理一、单词：Marketingmanagement营销管理Newproductsdevelopment新产品开发Saleschannel销售渠道Publicrelation公共关系Consumerbehavior消费者行为Marketingresearch营销调研Marketsegmentation市场细分Salespromotion销售促进Allowance折让Brandawareness品牌意识Brandextension品牌扩展Brandloyalty品牌忠诚Breathofproductassortment产品线的宽度Breathordiversityofproductlines 产品线的宽度或多样性Buyinginertia购买惯性Buyingintention购买意图Marketshare市场份额Brandloyalty品牌忠诚度Intensivedistribution密集分销渠道Selectivedistribution选择性分销Exclusivedistribution独家分销Intermediariesbrand中间商品牌Wholesaler批发商Retailer零售商Departmentstore百货公司Supermarket超市Conveniencestore便利店Buyinginertia购买惯性Conveniencegoods便利品Customersatisfaction顾客满意度Customers’preference顾客偏好Economiesofscale规模经济Global-marketexpansion全球市场扩张Growthrateofmarket市场增长率Growthstageofproductlifecycle产品生命周期的成长阶段Industryattractiveness行业吸引Localizationstrategy本土化战略Comparativeadvertisements比较广告Competition-orientatedpricing竞争导向定价法Customer-orientatedpricing顾客导向定价法Personalselling人员销售Advertisingstrategies广告策略Publicrelation公共关系Marketingresearch营销调研Productstrategy产品策略Productmix产品组合Themarketingconcept营销观念Consumermarket消费者市场Customersatisfaction顾客满意Totalcustomervalue顾客总价值Marketingenvironment营销环境Marketsegmentationstrategy市场细分策略Markettargetingstrategy目标市场策略Marketpositioningstrategy市场定位策略Productlifecycle产品市场寿命周期Theselling/salesconcept销售观念Theproductconcept产品观念Marketingmanagementphilosophy市场营销观念Societalmarketingconcept社会营销观念Macro-marketingenvironment宏观营销环境Productmix产品组合Customerloyalty顾客忠诚度Markettargeting目标市场选择Niche-marketstrategy利基市场战略Personalselling人员推销Pricediscrimination价格歧视Potentialcustomer潜在顾客Potentialmarket潜在市场Productdevelopment产品开发Productpositioning产品定位Segmentationcriteria细分标准Specialtygoods特殊产品二、句子：1、Thesocietalmarketingconceptholdsthattheorganizationshoulddetermineth eneeds,wants,andinterestsoftargetmarkets.Itshouldthendeliversuperior valuetocustomersinawaythatmaintainsorimprovestheconsumer’sandthesoc iety’swell-being.Thesocietalmarketingconceptisthenewestofthefivemar ketingmanagementphilosophies.翻译：社会营销观念认为一个组织应该确定目标市场的需求和兴趣，然后应以一种方式向顾客提供最大价值，这种方式必须保持和改进消费者及整个社会的福利水平。
市场营销专业英语
市场营销专业英语市场营销专业英语是指在市场营销领域使用或涉及到的英语术语、表达方式、思维逻辑等。
在国际市场化的背景下，掌握市场营销专业英语对于从事市场营销相关工作的人员来说至关重要。
一、市场分析市场分析是指对市场环境、市场需求、竞争对手等进行分析，以便更好地制定产品营销策略。
市场分析需要掌握的英语词汇有：1. Market environment: 市场环境2. Market demand: 市场需求3. Customer needs: 客户需求4. Market segmentation: 市场细分5. Competitor analysis: 竞争对手分析6. SWOT analysis: SWOT 分析（指 Strengths，Weaknesses，Opportunities，Threats 分析）7. Target market: 目标市场二、营销策略营销策略是指为满足市场需求和实现企业利润最大化而制定的策略和计划。
营销策略需要掌握的英语词汇有：1. Marketing mix: 营销组合2. Product positioning: 产品定位3. Brand building: 品牌建设4. Promotion: 促销5. Advertising: 广告6. Public relations: 公关7. Sales: 销售三、营销实施营销实施是指将营销策略转化为实际行动的过程，实施营销计划的每个环节需要掌握的英语词汇有：1. Advertising campaign: 广告宣传活动2. Sales promotion: 销售促销3. Product launch: 新产品上市4. Distribution channel: 分销渠道5. Channel management: 渠道管理6. Customer loyalty: 客户忠诚度7. Customer service: 客户服务四、市场营销评估市场营销评估是指对营销策略和实施效果进行评价，以便优化营销计划和提高营销效果。
商务英语(市场营销专业英语)课程教学大纲
《商务英语》（市场营销专业英语）课程教学大纲一、课程基本信息课程代码：060651课程名称：商务英语英文名称：Specialized English in Marketing课程类别：专业选修课学时：36学分：2适用对象:市场营销专业考核方式：考查先修课程：市场营销原理，管理学原理二、课程简介《商务英语》（市场营销专业英语）培养学生在市场营销的实际工作以及研究工作中运用英语的能力，课程通过阅读和分析内容广泛的材料，扩大学生的知识面，加深学生对商务英语的理解，培养学生对国际商务活动（主要指市场营销活动）的了解和熟悉程度，提高分析能力、逻辑思维与独立思考的能力，巩固和提高学生在商务领域（主要指市场营销）里运用英语语言技能的能力。
内容主要包括市场营销概况、市场调研、营销战略、品牌战略、广告、电子商务等领域。
三、课程性质与教学目的《专业英语》是市场营销专业的一门专业选修课程。
通过本课程的学习，目的在于培养和提高市场营销专业本科生在营销活动中英语的听、说、读、写等实际应用能力，使学生了解和掌握营销专业英语词汇，通过课文阅读训练使学生能够用英文描述营销活动，熟悉营销用语，并提高实际翻译的能力。
本课程的安排力求与国际接轨，在教材选择，内容安排与考核方式上突出应用性与实践性；在教学方法上，主要采取讲授、案例分析、课堂讨论、小组讨论、学生授课等多种形式，注重创设教学情境。
四、教学内容及要求第一讲营销概述（Unit 1 Introduction to Marketing）（一）目的与要求1.本讲要求学生掌握市场营销的一些基本概念，如市场营销、市场营销战略、4P等；2.要求熟悉市场营销的历史发展阶段；3.要求了解市场营销每个历史发展阶段的特点。
（二）教学内容1．主要内容：1）S ome concepts in marketing;2）The evolution of marketing：production era，sales era, marketing era, relationship marketing era3）Case study: strategic issues in Chinese marketing2．基本概念和知识点：基本概念：marketing，marketing strategy，position，segmentation，target market, 4Ps(product, place, price, promotion ), brand value知识点：have some knowledge of the 4Ps in Chinese market3．问题与应用（能力要求）: 无。
市场营销英语
市场营销英语各位读友大家好，此文档由网络收集而来，欢迎您下载，谢谢篇一：市场营销专业英语单词完整Marketing Management营销管理New Products Development新产品开发Service Industry Marketing服务业营销Advertising广告Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道Public Relationship公共关系Consumer Behavior消费者行为Systems of Management Information 管理信息系统Marketing Research营销调研accessibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略positioning定位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behavioral analysis 行为分析behavioral 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business strength rating 商业能力评分business plan 商业计划business position 经营地位business sector 商业部门business services markets 商业服务市场business strategies 经营战略business unit strategy 经营单位战略buyback allowances 回购折让buyback arrangements 产品返销bu yers’ 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 index (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contribution margin 边际贡献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 服务的便利性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cost of goods sold (COGS) 产品销售成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costs of distribution 分销成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custome rs’ 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discriminate analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视定价调整disjunctive model 分离模型display space 陈列空间disposable income 可支配收入dissonance-attribution hierarchy 不和谐-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销策略distribution 分销distributor/store (private labels) brands 分销商/私有品牌distributors 分销商diversification 多元化divest 撤退divest 出让divestment or liquidation 收回投资或清算dividend 红利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 家庭结构篇二：市场营销英语词汇AA. C. Nielson 尼尔森市场研究公司absorption of costs 成本分配accesibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略Acer 宏基acquisition new-product development strategy 新产品开发收购战略activity-based costing 以活动为基础的成本系统adaptability 适应性adaptation to market variations 适应市场变化adaptive positioning 适应性定位additions to existing product lines 现有产品线的增加adequate size 准确的大小/足够的规模administered vertical marketing systems 管理式垂直营销系统administrative relationships 管理关系adopter categories 采购者的类型adoption process 采购过程advertising and market segmentation 广告与市场细分advertising and sales promotion 广告和销售促进advertising effects 广告效果advertising ethics 广告伦理道德advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising message 广告信息advertising reach 广告接受人数advertising source 广告信息来源advertising 广告aerobic enthusiasts 增氧健身运动爱好者aesthetics 美感affinity club 同族俱乐部after tests 事后测试agent middleman 代理商agent/merchant middleman 代理中间商allowance 折让alteration 退换AMA Code of Ethics 美国营销协会职业道德标准亚马逊公司American Airlines 美国航空公司American Express 美国运通American Marketing Association 美国营销协会Amoco 阿莫科（英国石油公司）analysis of data 数据分析analyzer strategy 分析者战略Anderson 安达信annual marketing plan 年度营销计划annual requirement purchasing arrangement 年度采购需求计划anticipatory positioning 预见性定位anti-pollution legislation 反污染立法anti-trust legislation 反托拉斯立法Apple Computers 苹果电脑area structure 地区结构aspiration/expectation level 渴望/期望水平aspirations of consumers 消费者渴望assurance 保证AT&T 美国电话电报公司ATM (automatic teller machine) 银行自动柜员机attitudes of consumers 消费者态度attributes 属性audiences 受众auto repair 汽车维修automation services 自动服务automobile industry 汽车产业autonomy 自主权availability 可获得性/供货能力avante guardian 前卫派Avon 雅芳awareness （产品）知晓度/知名度Bbaby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码barter 实物交易basic physical needs 基本生理需要Bausch & Lomb 博士伦BCG Grow-Share Matrix 波士顿增长-份额矩阵before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单biological revolution 生物革命birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试Blockbusterblue collars 蓝领BMW 宝马Boeing 波音bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand’s equity 品牌的价值篇三：What is Marketing市场营销专业英语TextWhat is marketing?What does the term marketing really mean? Many people mistakenly think of it as advertising and selling. Given the number of commercials on television, in magazines and newspapers and all the signs and offers in and around the shops this is not surprising. However, advertising and selling are only two of several marketing functions, and not necessarily the most important ones.The most basic concept underlying marketing is that of human needs. We have many needs including ones such as affection, knowledge and a sense ofbelonging as well as the physical need for food, warmth and shelter. A good deal of our lives is devoted to obtaining what will satisfy those needs. Marketing can thus be defined as any human activity which is directed at satisfying needs and wants by creating and exchanging goods and value with others.Marketing has become a key factor in the success of western businesses. Today’s companies face stiff competition and the companies which can best satisfy customer needs are those which will survive and make the largest profits.《市场营销英语》各位读友大家好，此文档由网络收集而来，欢迎您下载，谢谢。
市场营销学习题答案英语
市场营销学习题答案英语Market Marketing Study Guide Answers in EnglishMarket marketing is a crucial aspect of any business, and it is essential for students of marketing to have a deep understanding of the subject. To help students in their studies, here are the answers to some common market marketing study guide questions in English.1. What is market marketing?Market marketing is the process of promoting and selling products or services to a specific target audience. It involves understanding the needs and wants of the target market and creating strategies to meet those needs effectively.2. What are the key elements of market marketing?The key elements of market marketing include market research, target audience identification, product development, pricing, promotion, and distribution. These elements work together to create a successful marketing strategy.3. What is the importance of market research in market marketing?Market research is crucial in market marketing as it helps businesses understand their target audience, their preferences, and their purchasing behavior. This information is vital in creating effective marketing strategies and developing products or services that meet the needs of the target market.4. How does market marketing differ from traditional marketing?Market marketing focuses on creating personalized and targeted marketing strategies to reach specific audiences, while traditional marketing tends to havea broader approach. Market marketing uses data and analytics to tailor marketing efforts to the needs of the target market, whereas traditional marketing may rely on more general advertising and promotion.5. What are the different types of market marketing strategies?There are various market marketing strategies, including segmentation, targeting, positioning, and differentiation. Segmentation involves dividing the market into smaller, more manageable segments based on factors such as demographics, psychographics, and behavior. Targeting involves selecting specific segments to focus marketing efforts on, while positioning involves creating a unique and favorable perception of the brand in the minds of the target audience. Differentiation involves making the brand stand out from competitors by highlighting its unique features and benefits.In conclusion, market marketing is a complex and dynamic field that requires a deep understanding of consumer behavior, market trends, and effective marketing strategies. By mastering the key elements of market marketing and understanding the importance of market research, students can prepare themselves for successful careers in the field of marketing.。
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第一单元Marketing 市场营销定义:Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large、市场营销就是在创造、沟通、传播与交换产品中,为顾客、客户、合作伙伴以及整个社会带来价值的一系列活动、过程与体系。
什么就是市场营销计划:The marketing plan4个点:①situation analysis情况分析②marketing objectives 营销目标③target market selection目标市场选择④marketing mix市场营销组合课后单词:Blueprint 规划蓝图marketing mix 营销组合Competitive advantage 竞争优势marketing planning 营销计划Cross functional team 跨部门团队mortgage 抵押、抵押品Customer orientation 顾客导向organizational mission 组织使命Distinctive competencies 独特竞争力organizational objectives 组织目标Diversification 多样化战略organizational portfolio plan 资产组合计划Equilibrium 均衡Organizational strategies 组织战略Implementation 执行实施product development strategies 产品开发战略Line of products 产品系列production orientation 生产导向Market development strategies 市场开发战略selling orientation 销售导向Market penetration strategies 市场渗透战略situation analysis 形式分析Marketing Concept 营销观Strategic Business Units 战略事业单位Marketing information system 营销信息系统Strategic Planning 战略计划Marketing Management 营销管理第五单元market segmentation process市场细分的过程(市场定位过程)1、delineate firm’s current situation(描绘公司的现状)2、Determine consumer needs and wants(确定消费者的需求与欲望)3、divide markets on relevant dimensions, (有关方面划分市场)4、develop product positioning, (开发产品定位)5、decide segmentation strategy, (决定细分策略)6、design marketing mix strategy(设计营销组合策略)P90第五单元单词:A priori segmentation 事前市场细分PRIZM 根据邮编制定的潜在市场等级指数Benefit Segmentation 利益细分product positioning; 产品定位geod emographic segmentation 地理人口细分Psychographic segmentation心理细分Market niche 市场缝隙segmentation dimension市场细分标准Positioning map 定位图target market 目标市场Market Segmentation 市场细分VALStm 价值观与生活方式系统Post hoc segmentation 事后市场细分第六单元:Product Line产品线(定义) = A set of products(一组产品)Product Mix产品组合(定义)= the full set of products(全套产品)103Product life cycle (产品生命周期)Introduction(产品介绍)growth (成长期)maturation(成熟期)decline(衰退期)第六单元单词Aesthetics 有美感line extension 产品线延伸Brand equity 品牌价值marketing myopia 市场缝隙Brand extension 品牌拓展multibranding 多品牌战略Conformance to specifications 规格一致performance 产品性能Cross functional teams 跨部门团队product adoption and diffusion 产品的采用与扩散Dual branding 双重品牌战略product audit 产品审核Durability 耐用性product life cycle 产品生命周期Extended product 延伸产品product line 产品系列Fad 热潮product line extension 产品系列延伸Family branding 家族品牌product mix 产品组合Fashion 时尚reliability 可靠性Franchise extension 特许经营权拓展serviceability 维护保养的方便性Generic product 一般产品tangible product 有形产品第八单元The promotion mix (促销组合)1、Advertising(广告)2、sales promotion(推销)3、public relations(公关)4、personal selling(个人推销;)Push versus pull marketing(推拉式营销)push strategies(推):involve aiming promotional efforts at distributors ,retailers,and sales personnel to gain their cooperation in ordering,stocking,and accelerating the sales of a product。
(推动战略涉及的目标就是在经销商,零售商与销售人员的促销努力,以获得她们的合作,订货,库存,并加快销售的产品。
)Pull strategies(拉):involve aiming promotional efforts directly at customers to encourage them to ask the retailer for the product。
(直接参与旨在鼓励客户的促销活动,以鼓励她们要求产品的零售商)第八单元单词All you can afford 量力而为法promotion mix 促销组合Competitive parity 竞争对等法prospect 准客户Coupon 电子优惠券pull strategy 牵引策略Direct marketing 直销push strategy 推动策略Frequency marketing 频率营销reach 接触度Integrated marketing communications 整合营销传播sponsorship赞助商行为Mass media 大众媒体task approach 目标任务法Percent of sales 销售百分比法trade promotion 贸易促销Personal selling 人员推销第十单元Channels of distribution(营销渠道)定义:A channel of distribution or marketing channel is a group of individuals and organizations that directs the flow of products from producers to customers。
(分销或营销渠道的一个渠道就是一组个人与组织,指导产品从生产者到客户的流动)conventional channels of distribution of consumer goods(传统消费品分销渠道):1、manufacturer(制造商)→ consumers(消费者)2、manufacturer(制造商)→retailers(零售商)→ consumers(消费者)3、manufacturer(制造商)→wholesaler(批发商)→retailers(零售商)→ consumers(消费者)4、manufacturer(制造商)→agent(代理人)→retailers(零售商)→ consumers(消费者)5、manufacturer(制造商)→agent(代理人)→wholesaler(批发商)→retailers(零售商)→consumers(消费者)Direct channel(直接渠道)优缺点优Link your consumer directly(直接链接您的消费者)优Easy to get market information(容易获得市场信息)优Save cost and easy to control price(节约成本,易于控制价格)缺You need to bear all the financial risks(您需要承担所有的财务风险) 缺It’s hard to reach all your target market(很难达到您的目标市场) Indirect channel(间接渠道)优缺点优To reach more consumers (为了达到更多的消费者)优Destocking (去库存)优Risk-sharing & Benefit-sharing (风险分担与利益共享)缺Slow circulation(缓慢的循环)缺High cost(成本高)Selecting Channels of Distribution(如何选择分销渠道)(1) distribution coverage required(分布范围要求)Intensive Distribution(密集分布)Selective Distribution(选择性分布)Exclusive Distribution(独家分销)(2) degree of control desired(期望控制度)(3) total distribution cost(配送总成本)(4) channel flexibility(渠道的灵活性)。