营销和广告术语(中英对照)

营销调研态度测试attitude tests

中心场所测试central location tests

混杂测试clutter tests

直接提问法direct questioning

试验法experimental method

小组讨论focus group

正试调查formal research

成见效应halo effect

深度访问in-depth interview

非正式/试调查informal research

查询测试inquiry tests

深度调查技术intensive techniques

营销信息系统marketing information system, MIS

营销调查marketing research

市场markets

媒介种类media class

媒介调查media research

媒介细分media subclass

媒介单位media units

媒介载体media vehicles

产品merchandise

讯息message

动机motives

非概率抽样nonprobability samples

观察法observation method

事后测试post-testing

事前测试pre-testing

初级信息primary data

投射法projective techniques

定性调查qualitative research

定量调查quantitative research

随机概率抽样random probability samples

回忆测试recall tests

信度reliability

销售测试sales tests

样本sample

样本单位sample units

二级信息secondary data

全面调查survey

试验市场test market

通用产品代码universal product code

总体universe

营销调研效度validity

营销策划广告计划advertising plan

广告战略advertising strategy

自下而上式营销bottom-up marketing

传播媒介communications media

企业目标corporate objectives

创意组合creative mix

试验调查法empirical research method

整合营销传播integrated marketing communication

顾客终身价值lifetime customer value

营销目标marketing objectives

营销计划marketing plan

营销战略marketing strategy

需求一满足式目标need-satisfying objectives

目标/任务法objective/task method

销售百分比法percentage-of -sales method

产品概念product concept

关系营销relationship marketing

销售定向式目标sales-target objectives

市场份额法/广告份额法share-of-market/share-of-voice method

形势分析situation analysis

利益相关者stakeholder

SWOT分析（优势、弱势、机遇与威胁）strength/weakness/opportunity/threat analysis

战术tactics

目标受众target-audience

营销策划自上而下式营销top-down marketing

营销品牌兴趣brand interest

品牌忠诚brand loyalty

企业市场business markets

影响中心centers of influence

有意劝服路径central route to persuasion

认知cognition

消费行为consumer behavior

消费者决策过程consumer decision making process

消费者市场consumer markets

文化culture

现有顾客current customers

详尽可能性模型Elaboration Likelihood Model

环境因素environment

选择评估evaluation of alternatives

评估标准evaluative criteria

参考组evoked set

交换exchange

政府市场government markets

习惯habit

需要层次hierarchy of needs

工业市场industrial markets

营销信息性动机informational motives

人际影响interpersonal influences

认知learning

市场market

卖主marketers

营销marketing

大脑档案mental files

动机motivation

需要needs

被动生成动机negatively originated motives

非人员影响nonpersonal influences

舆论领袖opinion leader

集团买主organizational buyers

感知perception

感知过滤perceptual screens

无意劝服路径peripheral route to persuasion

个人过程personal processes

劝服persuasion

生理过滤physiological screens

主动生成动机positively originated motives

购后失调学说post-purchase dissonance

购后评估post-purchase evaluation

潜在顾客prospective customers

心理过滤psychological screens

参照人群reference groups

经销商市场reseller markets

选择性感知selective perception

自我意识self-concept

社会阶层social classes

刺激stimulus

亚文化subculture