市场营销英语单词部分含音标
市场营销常用英语词汇
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VALUE (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/100VALUE 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)。
Marketing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Marketin g M anagem e nt 营销管理Ne w P rod uct s Deve 1 op m ent 新产品开发Servi c e I ndust r y Mark e ting 服务业营销A dvert i s in g 广告B u s in ess Nego ti atio n商业谈判I nt er n atio nal M a r ke t i ng 国际市场营销S a 1 e s C h annels 销售渠道Pub lic Re 1 ations h ip 公共关系Co n sum er B ehavior 消费者行为S y stem s of Ma na g eme nt Infor m ati o n 管理信息系统Marke t i n g R ese a r ch营销调研ac ces sib ili t y 可进入性a c ce s so r y e quipment ma r kets 附属设备市场a c coun tma nag emen t policies 客户管理策略positi onin g定位marke t segme n tati o n 市场细分s ales promotion 销售促进a dv e r tisin g fe e dba c k 广告反馈a dvertisi n g freq u ency 广告频率a dv er t ising med ia 广告媒体 a dvertis i ng reach 广告接受人数ad ve rtisin g message 广告信息a d verti s i n g s o urce 广告信息来源agent m idd 1 em a n 代理商a ll o wance 折让alteratio n 退换Americ a n Mar k e t ing Asso ci atio n 美国营销协会annua1 mark et i ng p 1 an 年度营销计划assurance 保证att itu des of c o nsumers 消费者态度av a i 1a b i li t y 可获得性／供货能力awarenes s （产品）知晓度/ 知名度baby boo m e r s 婴儿潮出生得一代人b a c kwar d chan n els f or re c y cl i ng 回收得后向渠道ba c kward in tegration 后向垂直一体化banne r a d ver t isements 横幅标语广告bar c odes 条形码bart e r 实物交易b asic p h ysica 1 need s 基本生理需要BCG G row—Sh a re Ma trix 波士顿增长—份额矩阵before t e sts 事前测试Behavior S can I n form a t i on Resourc e s In c、行为扫描信息源公司behavio u ral a n a1ysi s 行为分析b e h avioura 1 hi e r a rchi es 行为层级b e nch m ark i ng 基准ben ef it c 1 uster s 利益群体b e nefits 利益Be n z 奔驰b il 1 ing 帐单b irth ra t e 出生率bl an ket p urc h ase or der 一揽子采购合同bli n d—p a ir e d p a r i so n te s ting 双盲比较测试b 1 u ec o l 1a r s 蓝领botto m 1 i n e 底线／盈亏一览结算线b r a nd a wa r ene ss 品牌意识/ 认知brand exte n sions 品牌扩展b r and 1o yalt y 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand po si tioning 品牌定位b r and recogniti o n 品牌识别bra nd stra tegi es 品牌战略b ra nd 品牌br a nd i ng strategy 品牌化战略b randi ng 品牌化br an d＇s equi t y 品牌得价值break-even anal y sis 盈亏平衡分析b r e a k- e v e n vo 1u me 盈亏平衡产量breath o f pro d u c t ass or tment 产品线得宽度br ibery 贿赂British Air wa ys 英国航空公司b roke r s 经纪人b u dget ing预算bun d l e 捆绑B u r e au of Ce n su s 人口统计局bus i ness s tr eng th r a tin g 商业能力评分b u sines s pla n 商业计划bu s i n ess p o sition 经营地位business s ec t o r 商业部门business ser v ic e s m a r kets 商业服务市场b usin ess strategi es 经营战略b usine ss u n i t stra t e g y 经营单位战略bu y b ack allowances 回购折让b uyb ac k a r r angemen t s 产品返销bu yers' bar g a in ing pow e r 买方得讨价还价能力b u y e r s 采购者buy ing behav io r 购买行为bu y ing cen t er 采购中心buying i n ertia 购买惯性bu yi ng in t ention 购买意图buy i ng offices连锁商店得进货中心buyi n g s ituation 采购情况/类型b uyi n g t ask采购任务ca pit al ga in s 资本收益capita 1 inv e sted i n produc t 产品投入资本C ar n i va 1嘉年华c a s h cow s 现金牛类ca sh discounts 现金折扣c atalogue sa 1 e s 目录销售c a tegori za tion of percep t io n 感知分类catego r iz a tion 分门别类ce nt ralizatio n 集中化c ha m el e on s / f ol 1 owers 变色龙/ 跟随者channel al te rn a t i ves 可选择得营销渠道cha n nel co n flict s 渠道冲突chan n e1 de c isio n s 渠道决策ch an n el f unc tio ns 渠道功能ch a nnel inst it ut i ons 渠道组织结构chan n el ma na gemen t 渠道管理ch an n e l o bj e ctive s 渠道目标cha n ne1 ofd is tribu t ion 分销渠道c ha n ne l po wer 渠道权力c h an n el —c o ntr o l strate gi es 渠道控制战略ch a nn el-d e s i gn de cisio ns 渠道设计决策c ha nn e1 -m a nage m ent de c i sio n s 渠道管理决策ch a nn e1 s of munication 传播渠道cho i c e c ri t e ria 选择标准c losing a sale 结束销售clothing retai 1 ers 服装零售商c o- b r an ding 联合品牌co d e of e thi c s （职业）道德标准co e r cive p ow er 强制权cogniti v e d i ss o na n ce 认识得不协调collection of data 数据收集c ollecti o n 收款c o-m a rket i n g a l 1i ances 联合营销联盟b ina t io n pe nsa ti on p 1a n 结合式薪酬方案mit m e n t 承诺mun i cat io n c h annels 传播渠道m u n i c ation p r oce s s 传播过程munication 信息交流/ 沟通m u nications m e dia 传播媒体pany p erson n el 公司员工pa ra ti v e a d ve rt ise m e n ts 比较广告parison o f bran d s 品牌比较p ens at ion de als 补偿处理pe nsa ti o n plan 酬金方案pen s ation/r e ward s 酬金／奖励pens a t o ry 补偿性得p etiti o n－or ie nta te d p r ici ng 竞争导向定价法pet i ti v e advantage 竞争优势p e t i tiv e （s upply-s id e） e v o l u tion 竞争（供方）演变pe ti ti v e f actor s 竞争因素pe ti t i v e parity竞争均势促销预算法p e ti t iv e s trate g y 竞争战略p eti t ive str en gth 竞争优势/ 能力p e t i t o r a n aly s is 竞争者分析plain t han d1 ing 投诉处理pone n t m at e r i als an d pa rt s market s组成材料与零部件市场p u teri z ed or de ri ng 计算机化得订购c onc lusive rese a rch 确定性研究con d itions of d eman d 需求情况con forma n ce to specific at ions 与规格一致c onfo r man c e 一致性confro n tation stra te gy 对抗战略c onjoint mea s ur e men t 联合测度法conju n ctiv e model 联合模型c onsu mer decision-m a king 消费者（购买）决策cons u me r g oods c h annels 消费品分销渠道c onsume r good s 消费品co n su me r m a rke t s 消费品市场consu m er n eed s 消费者需求cons um er p a c kaged—go o ds firms 消费者包装食品公司r p ro mo ti o n 消费者促销消费者测试seh o ld权变计划契约建筑业契约制造业contracti o n/stteg y 收缩／战略性撤退战略c ontra ct ua1 e n tr y modes 契约式进入模式con t r a ctual ver t ical marketing sy s t e m s 合约式垂直营销系统c o n trib u tion m a rg i nanalysis 边际贡献(贡献毛利) 分析c on t ributi o n m a r gin 边际贡献c on t rol s t r ate gie s 控制战略con v eni e n ce fo o d sto re s 便利食品商店c o n ve nie nce goods 便利品c on ve nienc e服务得便利性co re benefi t propos i tio n(CB P) 核心利益方案/ 提议corollary －d a ta method 推定数据法corp or ate HQ 公司总部c o rrect i ve a ction矫正行动c os t analy s is 成本分析c os t e ff ectiven e ss 成本有效性c o st lead er s hip s t ra t egy 成本领先战略c o s t of ca p it a l 资本成本c ost o f good s s old (C OGS 产品销售成本p etitive i n tel 1 i g ence 竞争情报／信息promotion b udg e t in gc on su m ees t shconsumer tcon s u me r/市场ke t 消费者/ 家庭o us 消费者感知co n sumers'p ec o nsump tco nt estsion竞赛r c epti消费co ntinge n c yconstcon t rac tcontra c t manufap 1a nnir u ct i cturingr ateg i c withdr a wal s t rac os t r e du c tion s 降低成本产品c o s t—an d－vol u me r e lationship 成本-数量关系cost-orien t ed p ric i ng 成本导向定价法c o st －p lus/mark-up pri c ing 成本加成/ 溢价定价法c o sts and benef i t s of m arket in g f unct i ons 营销职能得成本与效益c osts of petitors 竞争者成本cos t s of di s tribu t io n 分销成本counter trade 对等贸易c o u r t e sy 礼貌cove r age o f g e og rap h ic market 地域性市场得范围co v erage of r el e vant re t aile rs 相关零售商得销售范围cre d ibility 信誉c red it ter m s 信贷条款criti c a 1 a ssumpt i ons 关键假设c ro ss—e last i ci t y 交叉弹性c u s toma r y pri c ing 习惯性定价法c ustom e r a n a1 y s is 顾客分析c u sto m er co n t a ct 顾客接触customer demand 顾客需求customer intim a cy 顾客亲密度 c u sto me r lo y alty 顾客忠诚度cu s tomer ne ed 顾客需要 c u stomer o rga n i z atio n of s a l es f orce 按客户组织销售队伍c ustom er r e tent i on 顾客维系／保留c u s tom e r sat is fac t ion 顾客满意度cu s tom er s egm ent pricing 顾客细分市场定价cus to mer s e rv i ce 顾客服务cu st ome r－o r iented pricing 顾客导向定价法c us t om er s＇p e rception 顾客感知d ata confi d enti a li t y 数据保密d a t a resea rch 数据研究data s o urces 数据来源dea1 ers 经销商dece ptive adverti s em e nts 欺骗性广告d e cide rs 决策者declinin g m a rke t s 衰退市场decodin g 解码def e ct r a te 缺陷率defend e r stra t e gy 防御型战略defen s i v e new —product d evelopment s t rateg y 防御性新产品开发战略defe n sive po s itioning 防御性定位deliv e r y t ime 交付时间de1 ivery 配送d ema n d char a c te r is t i c s 需求特征d e m a nd cu rve 需求曲线d e mand－ori ent ed pri c ing 需求导向定价法d emo g ra ph ic e nv iro n m e nt 人口统计环境depar tme nt st or es 百货商店dependabil ity 可靠性der e gula t io n 放松管制d e scr i ptive research 描述性研究de s ign decisio n s 设计决策de s i re d perc entage m a rk －u p on re t ai 1 预期零售利润率d esi re d p e r ce ntage return 预期回报率det e rm i nan t a t tri b ut es 关键属性determinants 决定因素differ e n t respon s e s 差别反应differenti a t e d ma r ke ti ng 差异化营销diffe ren tiat i on over ti m e 不同时间得差异di ffere n tiati o n s t r at egy 差异化战略di fferenti a tion 差异化d if fus ion of innovat i o n theory 创新扩散理论d i me nsion 因素dimen sions of qu a lity 质量维度d i re c t cost i n g prof i t a bilit y a n alys i s直接成本盈利性分析d irect ma i 1直接邮寄di rect ma r ket i n g via ad ve r ti si ng me dia 通过广告媒体得直接营销direct market i n g 直接营销direc t prod u c t profitability ( D Pp 直接产品盈利性/ 利润率di r e c t s e II i ng 直销disco un t rate 贴现率d i sco un t st or es 折扣商店disc o unt 折扣d i scou n t/premi u m p rice p o l i c i es 折扣/ 溢价策略disc rim inant anaIysi s 差异分析法durab i1 it y 耐用性early v s late a d optio n 早期采购与后期采购ea r ni n gs pe r share 每股收益ec o n omic and tech n ologi c a1 fa c tor s经济技术因素eco n omic power 经济权eco nom i es of sc a1 e 规模经济educ a t i on s e rvice s 教育服务 e ff ec t i ve ness 有效性ef fi c ien cy 效率em er genc y go ods 急需品emoti ona l appeals 情感诉求em p athy 移情作用empi ri cal evi d en ce 经验性实例di s criminat o r y pricing价调整disj u n c tive modeI 分离模型d isp 1 ay s p ace 陈列空间disp os a b le ine 可支配收入diss o nance-a t tri bu tion hierar —归属层次结构distribution ch annel design s 分销渠道设计distr i bution cha n nel ob j e c tive s 分销渠道得目标e n d use 最终使用e nd or sem en t 赞同engi n ee r ing ( 产品) 工程设计l str a tegy 企业家战略进入战略p ac ka ging d is p osa 1环境因素di s t ribution ch a n nel 分销渠道d istr ibu tion decis i ons 分销决策d istribu ti on pol i cie s 分销策略distribution 分销distribu t or/stor e ( p riva te l a b e1 s) b ra n ds 分销商/私有品牌envi ronme n ta 1 scan ni n g 环境扫描/分析en v iron me nt a l strateg y 环境战略esta b li s hm e nt 机构e t h i cal a u dit e t hics of marketidistrib u tors 分销商d iversificat i on 多元化di v est 撤退d ive s t 出让d i vestme n t or li q uidation 收回投资或清算d ividend 红利domes t ic t a r g et m a rk e ting s t r ate gies国内目标市场定位得营销战略dr o ppin g p roducts 放弃产品du a1/t w o ch annel dis t ribut i o n s yste m s 双重分销系统ethnic p osition 种族构成Europea n munity 欧共体eval ua t i o n a n d reward 励体系eva1 uation a n d sele c tion of suppl i er 评估与选择供应商ev a luation of a lt ern ative s 评估替代品/ 各种选择evaluation o f br a n ds 品牌评估e v e n t spon s orship 事件赞助e ven t 活动e veryda y low —pr ice ( E DLP) 天天低价evoked set 引发得组合evol u t i on o f m arke t 市场演变exch a nge 交换ex c l us iv e d e ali ng 独家销售ex c l u si v e di stribut i on 独家分销e xe cu t ive summary 执行摘要ex h i b i ti on me d ia 展示广告媒体e x i sti n g m ar ke t 现有市场e xi t barr ie rs 退出壁垒discri m inato r y adjustm en t s 歧视价格调整empo werment 授权a djustments 歧视定encod i n g 编码c h y 不与谐e n t r e p r e n e uri a entrys tra tegies env i ron men tand 环境与包装处理environm en t factors（公司）伦理审计ng 营销伦理道德syst e ms 评估与奖e x p a nsion pa t h 扩张途径e xpecta t ion measure s (顾客) 预期测度e x pec t ati o ns of c usto m ers 顾客期望expec te d un i t sales 预计产量expecte d v alue 期望价值exp e ri e n c e cu rv e 经验曲线e xp e r i mental re searc h 实验性研究e xpert power 专长权e x plor at ory r e s ea rch 探索性研究ex port a g en t s 出口代理(商)e x port jo b ber s 出口批发商export m a n a gem e nt pan y 出口管理公司e xport merchan t s 出口贸易商expo rt 出口export i ng 出口商品e xt ended use s t rateg y 扩大使用战略e x tendi n g v o lume g rowth 扩大市场份额ext er na 1 data s ou r ce s 外部数据来源ex te rn a l envi ro nme n t 外部环境extra p ola t i o n of past sales tre n ds 过去销售趋势推测法fa c ilitati n g agenc i es 辅助／中介机构factor an a l y sis 因素分析法f ad s时尚family bran d i n g 家族品牌fa m il y l i f e cycl e 家庭生命周期family st r uct ur e 家庭结构farm pr o du cts 农产品fast—mov in g consumer go o ds (FMCG 快速变动得消费品f ear app e als 恐惧/ 顾虑诉求f eatu r es 特征Fe der a l D e pa r tm e nt S tores 联邦百货商店Federal Trad e Code (FT C) 联邦贸易法案FedEx ( F ed e ral E xpres s) 联邦快递f e ed b ack d a ta 反馈数据f i eld test marke t ing 实地市场测试finan ci ng 融资fisher ies 渔业fi t and fi n is h 结实度与外观fi x ed costs 固定成本fixed salary 固定工资f1a nker st r ategy 侧翼进攻战略f1 ank e r／figh ti n g b rand 战斗品牌f la n k i ng and enc i rcle me nt s t rate g ies 侧翼进攻与围堵战略f lat organiz a t i ona1 stru c tur e 扁平得组织结构F OB or igin pr i cing F O B 产地定价法f o c us strateg y 集中战略fol 1 owers 追随者Fo rd 福特公司foreig n mi dd le men 国外中间商f ores t ry 林业for mal i za t ion 形式/ 规范化f ormul a t e 制定f o r t r es s／posit i o n—defence strate gy防御堡垒战略Fo r tune 《财富》杂志forwa r d in t e g ration 向前一体化f ra nc h ise s yste m s 特许系统fr anc hi s i ng 特许经营free c al 1 num b ers 免费电话号码fre e go o ds 免费商品fr ei ght —a bsorp t ion p r ic ing 免收运费定价法f r i ng e be n e fits 小额津贴fron ta l attack s t r a tegy 正面进攻战略f u ll cos t ing pro f itab i lity a n al y sis 全成本盈利性分析f ul 1—serv i ce w h ol es aler s 全方位服务得批发商fun c ti o na1 pete nc i e s a nd r e sour ce a lloc a t i on 职能能力与资源分配functional eff i c ien c y 职能效率fun c tio na l organ iz ation of s ale s f orce 按销售职能组织销售队伍fun c tion a l organiza ti on a l st r ucture 职能型组织结构functional p e rfo r mance 功能性能fu ncti on al strat e gy 职能战略game s 比赛g ap差距g a t e k eepers 信息传递者gener al b e h a v ioral d e s c ri p to r s一般行为变量G enera 1 E lectric (G E) 通用电气General Foods C o rp o ratio n 通用食品gene r al mercha n di se disc o unt ch ai ns 大众商品折扣连锁店G e ne ra l M o tors 通用汽车geode m og r aphics 区域人口统计特征ge o gr a ph i c adjustment s 地理调整geo g ra p h i c distributi o n 地理分布g e o gr a p hi ca l org an iza t ion of salesforc e 按地区组织销售队伍Gi1 lette 吉列剔须刀g lobal adjustmen ts 全球调整global e 1ite c o n s um er segmen t 全球精英消费品市场global expa n sion 全球扩张gl o bal marketing control 全球营销控制g l o bal m ar kets 全球市场glo b al niche strategy 全球机会战略g1 ob a l st a n d ardization s trat e gy 全球标准化战略g lobal t eena ge segm e nt 全球青少年市场g1 obaliza t io n 全球化g lob a l －market exp a ns i on 全球市场扩张g oa1 s 总目标g oi ng—r ate/ pe titi v e parity p rici n g 竞争性平价定价法g o ods p r od uc ers 产品制造商Goodyear 固特异轮胎gover n men t a g enci e s 政府机构gov e rnment buyers 政府采购者government market 政府市场g overn m ent r e gulati o n 政府管制g r een house eff e ct 温室效应grey market 灰色市场gross do mest ic pr o duct (GD P) 国内生产总值gr o s s ma r gin 毛利gros s nationa 1 prod u c t (G NP )国民生产总值gro s s p rofit 毛利g r oss ra t i n g po i nts ( GR P s) 总级别指数gr o up／c a tegor y product m a nag er 类别产品经理g r o win g ma rk e t s 成长市场grow t h rate of mar ke t 市场增长率growth s tage o f p r o d u ct life c y c le 产品生命周期得成长阶段gr owt h — ex t ens ion strateg i es 增长扩张战略growth —ma rk e t s t r at eg i es fo r market leade r s 市场领导者得市场增长战略g ro w th —mar k et strat e gy成长性市场战略gr o wt h -ma r ket ta rg eting strategy 成长性市场定位战略gu a r a n tee/wa r ranty 保证/ 担保g ua r an t ees 保证G u cci 古琦(世界著名时装品牌)Haagen—Da zs 哈根达斯h a rd t ec hnol o g y 硬技术Harvard Business R e vi e w 《哈佛商业评论》ha r ve s t 收获ha r ves t ing pric i ng 收获定价法ha r ve s t ing str a tegy 收获战略hea1 th ca r e 医疗保健h e a lth maintenan c e o r g an izati ons ( HM D s)(美国) 卫生保健组织he a vy buy er 大客户Heileman B re w i ng p a nyHei n z 亨氏食品hel p f u lness 有益性He n kel 汉高H er t z 赫兹( 美国汽车租赁巨头)H e wlet t —P ack ard 惠普公司hierar ch y o f s tra t egy 战略得层次h igh ma r g in/l o w-t u rn o ver r et ai l ers 高利润/低周转率得零售商hi gh m a rke t share g lo b a l str a tegy 高市场份额全球战略h igh-contact service system 高接触服务系统high —involv e m e nt product 高参与产品high-i n volv emen t p u rc h as e 高参与购买high t m a r k et shar e 高市场份额战略Hil t on 希尔顿Holid ay I nn s 假日旅馆ho mo gene o us market 同质市场Hond a 本田h ou s ehold/famil y l i f e c y cl e 家庭生命周期hou s e ho ld 家庭h y b rid tech nolo gy 混合技术idea g e n er a tion 创意得产生/ 生成id ea s for n ew p r o ducts 新产品创意/构想i de a —s c re e nin g proce s s 创意筛选过程id en ti fi c atio n o f s egme nt s 识另膠田分市场Il l i n ois To ol W o rks伊利诺斯工具厂ima g e p r icin g 形象定价im i t a tiv e p o sitio n ing 模仿定位imit at ive str at e gy 模仿战略impact e v aluation 影响评估impe r sonal so u rces 非个人得信息来源i m p l emen t ation a n d contr o l of mar k et i ng prog r ams 营销计划得执行与控制imple me ntati o n 实施improvement s i n or re v isi on s o f e xis tin g prod uc ts 现有产品得改良或修正i mpulse b u y i ng 冲动购买impul se go o ds 冲动购买品i n ce n tives 激励ine 收入increased p e n et ration s t r ateg y 增加渗透战略indirect cost i ng prof i ta bi lity ana lys is 间接成本盈利性分析individu a l brand 个另品牌ind i vi d ual va l ue 个人价值indus t r ia l goods & se rv i ces 工业产品与服务ind u s tr ial g o o ds c hannels 工业品分销渠道i nd us t r y attra c tivenes s 行业吸引力i nd u st r y at tractiv en e s s-bus in e ss p os i t i o n m atrix 行业吸引力—业务地位矩阵ind u s t ry dy n ami cs 产业动态i n dustry eval u a t ion 产业评估industry evol u ti o n 产业演变ine l asti c 缺乏价格弹性influe n ce s 影响者info —m u ni ca tio n s in d ustr y 信息通信行业i nf om e r cials 商业信息广告i nfo rm ation a ge 信息时代in for mation se a rch 信息搜集inf or mat i on te chn o logy 信息技术information 信息informat i ve 告知性得in g re d ient 成份i n—h o m e p e rsona l i nterv i e w 个人家庭访谈in —house u s e tests 内部使用测试in n o v a t io n 创新innovati v en es s 创新性insta l l ati o n 设施i n—sto re d isp lay 店内展示in —st or e posi t ioning 店内布局i n -st o re pro m otion 店内促销in t a ngibles 无形i nt e grat e d marketing muni c at i on p l an (IM C)整合营销传播计划i nt egration o f pe r ception 感知整合in t egr a tion 整合I n t e l 因特尔in t ensity of mar k et positi o n 市场地位得集中程度i n t en s i t y 集中程度i ntens i v e d i strib ut ion 密集型分销int er actions ac ros s m u l t iple target m ar ket s多目标市场间得相互作用i n te re st rate s 利率i nte r n al dat a so u rces 内部数据来源i n t e r nal m a rke t in g 内部营销i nt e rnal o rga n izat i onal s tructu r e 内咅B 组织结构i n tern a ti on a l adve r t i s i ng 国际广告in t e rn ati on al c ha n n e Is 国际分销渠道inte r na t i o n al di v is i on i n ternati o n a l m a rke ting 国际营销in t e r nation a l o r ga ni z a tion al d esign 国际组织设计i n ternat io nalizat i on o f services 服务得国际化in t r od uctory sta g e o f p ro duct lifecycle 产品生命周期得推出阶段i nv e n tory le v el 库存水平i n ves to r rela t ions a d v er tising 投资关系广告iss ue ad ve r ti s ing 观点广告jobbers 批发商J o hn s on & Jo h nson 强生jo in t v e ntu r e s 合资jury of ex e cutiv e opin io n 行政管理人员群体意见法j us t no t ic e ab l e d ifference （JND）恰巧注意到得差异j us t -in-time （JIT） managemen t s ystem 准时制管理体系j u st-in —time p u r chasing a rr ange m ents 及ke y a c c o u n t mana ge m e nt 主要客户管理ke y ac c oun t s关键客户k ey b en e f it s 核心利益ke y env i ron men t a l iss u e identifica t io n 确定主要得环境问题k e y variab l es 关键变量key/h ou s e ac c ounts 关键/ 机构客户lab o ra t o r y te s t s 实验室测试l eapfro g str a tegy 蛙跳战略learning h ierar c hy 学习层级结构lega l serv i ces 法律服务legislat io n 立法legi t i m ate power 法定权l ev e l o f pen s at io n 酬金水平l evel o f te ch nica l sophist ic ation 技术得复杂程度L e vi Stra u ss 李维•史特劳斯Lev i's 列维斯（全球最大得牛仔服制造商）l e x ic o graphic mod e l词典编纂模型li f es t yle 生活方式l i mited －servic e w h olesalers 有限服务得批发商li n e e xt ensio n 产品线扩展l i ne filling 产品线填充lin e stre t ching 产品线延伸list pri ce 订价Loyd's of Lo n do n 伦敦劳埃德保险公司l o cali za tion s trategy 本地化战略locat io n pri c ing 场所定价locatio n 位置l o d g ing 房屋出租log i stic a l al lia n ces 后勤联盟l on g—term m em o ry 长期记忆lo s t cu s t omer 失去得顾客Lou is Vuitt o n 路易•威登（法国著名时尚品牌）lo w -co n t ac t serv ic e s ys t em 低接触服务系统l o w - c ost defen d e r 低成本防御型l o w－co s t po s iti o n 低成本地位lo w-in volvement hie ra rchy 低参与程度层级结构macro risk s 宏观风险macro－e nv ironment 宏观环境m a cro-s eg me n ta t io n 宏观细分ma il —o r de r ret ai lers 邮购零售商mai nta i ni n g m a rket s ha r e 保持市场份额m aintena n c e s tr a t egy 保持战略mana g e m ent o ver head 管理费m andato r y adapta t ion 强制性适应manufac t ure r b ran d 制造商/全国性品牌man u facturers ' age nt s /r ep r e sen tati v es 生产商得代理商/ 销售代表m an ufa ct ur e rs / expo rt age nt s ( MEA ) 制造商出口代理m a nufactur e rs ＇s a les offices/bra n ches 生产商得销售办事处/分支机构m a nu f acturi n g pro ce ss 制造过程m a n u f actur i ng 制造业m a rk et aggregat io n s t rategy 整体市场战略m ar ket a t tra c tiven e ss fa ctors 市场吸引力因素m arke t att rac tivene s s 市场吸引力mark et at t r a c t i v en e s s /b u siness p os i tion m a trix 市场吸引力/ 业务地位矩阵mark e t circ u ms t ances 市场环境mark e t demogr a p hi cs市场人口分布/统计特征ma r ket dimensi o n 市场量度i n t eractive media 交互式媒体国际分部ma rk e t entry s t rategies 市场进入战略mark e t exclus i on 市场排斥m arket e x pan s ion st r ate g y 市场扩张战略m a rket factors 市场因素mar k et follo we rs市场跟随者m ark e t gr o wth rate 市场增长率m a r ke t hierarchy 市场等级marke t i n clus i on 市场纳入ma rk e t leaders 市场领导者m a r ket m ea s urem e nt 市场测量ma rk et o p portuni t y analy si s 市场机会分析ma rke t or i e nt ed 以市场为导向得market pos i ti o n fa c t o rs 市场地位因素mar ke t po s it io ni ng ana ly sis 市场定位分析marke t p otential m eas u r em ents 市场潜力测度m a rket resea rch 市场研究m a rket segme n t 细分市场ma r k e t s egm en tati o n 市场细分mark e t sh a r e 市场份额m ar ket t a r geting 目标市场选择market 市场ma rket a bi l ity 市场开拓能力mark et -entry s tr at e g ie s 市场进入战略m ark eting ac t ion p l an 营销行动计划m arketi n g audit 营销审计m a rk e ting c h an n el 营销渠道m a rk e ti n g cod es of c o n d uct 营销行为规范mar k et i ng m u nicati o n 营销沟通/ 传播m ar k eting con cep t 营销观念mark e ting c on t r ol营销控制marketing deci si on s u pport s y ste m s( MDS)S 营销决策支持系统ma r k e ting e nv ir o n m ent a ud it 营销环境审计m a rk e ti ng fl o ws and f u nct i ons 营销过程与职能ma r keting functi o n a r ea a u dit 营销功能领域得审计ma r keti n g implications of 对营销得影响marke t ing in f o r ma t ion sy ste m 营销信息系统m a r ket i ng i n s t ituti o ns 营销机构mar ke ting m a nagement 营销管理ma rketing me s s a g e 营销信息marketi n g m ix 营销组合m ark e tin g p olic y 营销策略marketing pro du cti v i t y ar e a au d it 营销生产力领域得审计ma r ketin g progr a m ponent s 营销计划内容mark e ti ng prog r a m 营销计划／方案m arketin g r e la t i o nsh i p 营销关系ma rketi ng r es e ar ch 营销研究market in g str a te gy 营销战略m ar ket —ma nageme n t or ga ni zational stru c tu r e 市场管理组织结构mar k－u p pri ce 产品/溢价价格Marl bo ro万宝路M a r r io t t Ho t el 万豪酒店mass—market penetra t ion st ra tegy 大规模市场渗透战略mass－market st r a t e g y大市场战略m atri x o r g anizat io nal s truc t ure 矩阵组织结构Mi t subi s hi 日本松下电子mat u re c on f ormis t s 成熟得随大流者ma ture mar k e t s 成熟市场matur e st a ge of p r o d uct l i fe c yc l e 产品生命周期得成熟阶段Me D on al d' s 麦当劳Mc D o n nel 1 D ouglas 麦道公司MCI电讯公司(前世界通信公司)MDS S ( Mar keti n g-D e cisio n Suppor t Sy s tem) 市场决策支持系统me as u rabilit y 可测度性me a s u re or index 测量指标m e as ur e m ent criter i a 计量标准me d i a au d ien ces 媒体受众m e d i c al a nd heal t h ser vi ces 医疗卫生服务Med i c o Cont a inment Se r v i c esme m or y o f co ns um er s 消费者记忆Merce d es—B e n z梅赛德斯一奔驰Mer c er Man age me nt Co n sult i n g 美国美智管理顾问公司merch a n di sin g 推销me r chant m idd leme n 国内贸易中间商merchant whole s alers 商业批发商me ss age s t ructu r e 信息结构Mi c h a e1 Po r te r 迈克尔—波特m i cro r isks 微观风险micro s egmentati on 微观细分Mi lle r T ydin g A C T, U SA 米勒•泰丁法案m in g i n g 矿业Mi nn es o t a M ini n g an d Manufac t u r in gpany ( 3M) 明尼苏达矿业与制造公司Min o lta 美能达mis c e11a neous s ourc es 多方面来源mission 宗旨mi ss i ona r y se lling 推销式销售Mitsu b ishi He a v y Indus t rie s 三菱重工modi fied rebu y 调整再购m o n o s eg m en t po si t ioning 单一细分市场定位Mo nsant o 孟山都农业生物技术公司moral a p pea1s 伦理/ 道德诉求morals 道德Motoro 1 a 摩托罗拉mu1 tic ha nne 1 distribu t i on 多渠道分销m u1 t i di m ens io nal scali n g 多维等级法m u ltil e v e1 selling 多级销售multinati o nal c o rp orat i o ns (MNCs) 跨国公司m ul t ip 1 e test markets 多测试市场m u ltiple —b ran d str a tegy 多品牌战略mu lt i p1e—fac t or index 多因素指数法m u1 tise g men t po si t ioni n g 多重细分市场定位mutual tr u st 相互信任n a t io n al acco u nt ma na g ement 全国性客户管理n a tional ma rk et 国内市场Nat i ona1 S e mic o nd u ctor 美国国家半导体公司natural p roducts 天然产品NEC 日本电子Nescaf e雀巢咖啡Nest 1e雀巢n et sale s 净销售额netw or k p ut e r (NC) 网络计算机n ew b usi n e s s sel 1 i ng 新业务销售new buy 购入新产品ne w e n trants 新进入者new markets 新市场new mater i als 新材料Ne w P r o d screen in g mode 1 新普罗德筛选模型new prod u ct l i nes 新产品线new pr o du c ts 新产品n ew-p r o d u ct d e ve lopm e nt 新产品开发n e w-pro d u c t i dea s 新产品创意New swe e k《新闻周刊》n ew－ta s k bu y ing 全新采购n ew－to －th e—w o rld pro市场渗透战略ni che—marke t strategy 壁龛市场战略d ucts 世界性新产品ni ch e p e ne tr at ion strategy 壁龛/ 机会Ni k e耐克Niss a n 尼桑obj e ct — a nd- tas k method o f p rom o tio n bu d g eti ng 目标—任务促销预算法o b jectives and strategy area a ud i t 目标与战略领域得审计ob jectives 具体目标observat io n 观察法o c cupancy c os t s 房屋占用成本occupatio n /p o siti o n 职业/ 职位odd p r ic i n g 奇/ 余数定价法OEM ( o r i gina 1 e q u ip m ent manufact u rer ) 原始设备制造商o verall qua 1 it y 总体质量off —invoi ce di s count s 发票之外得折扣of f se ts 抵消交易O m eg a 欧米加o n—a ir te s tin g 广播测试OPES (Organi z a ti o n Export in g C o un tries 组织)op p o r tun i ty cost 机会成本oppo r t u ni ty identifica t ion机会识别o p portunity/ t h reat matrix 机会/ 威胁矩阵order c ycle t ime 订货周期or d er proces s ing 订单处理o rg a nizatio n a1 level 组织层次o r g ani z at io nal requi re ment pla n n i ng 组织需求计划o r g an i za ti o n a re a audit 组织领域得审计o rganizatio n b uyin g center 组织采购中心or g aniz atio nal c ustom e r 组织顾客organiza ti onal d ir e ct s e1 ling 组织直销organizational m a r kets 组织市场organizat i on a l pu r c h as i ng 组织采购o rga ni zationa 1 st r ucture 组织结构out d oor ent hu s i asts 户外运动爱好者out —o f—home me d i a 户外广告媒体ove r all cost lead e r sh ip 全面成本领先ov e rhead s 日常开支ov e rs e as di r e c t i n ve st m e nt 海外直接投资o wnership o f new pr oduct 新产品所有权pac k agin g 包装panel of exper t s 专家小组parenta ge 渊源pa r ti e s inv o l v ed交换中得各方p ayme n t t erms 支付条款p ay—o f f control 支出控制p e netration pri c ing 渗透定价Pep s i-Cola 百事可乐perc e ive d cu stomer va1u e 顾客感知价值pe r ceive d q ua lity 感知到得质量p e r ce i v ed valu e 感知到得价值perc e ntage of s a le s promot i o n bud ge ti n g m e thod 销售额百分比促销预算法p e rcep t ions o f con sum er s 消费者感知/ 理解per c ep t ual ( product) po si t io ni ng 感知 (产品) 定位perc e p t u a1 ma p 感知图pe r ceptual o r ga n ization 感知组织p ercep t ual vig i lanc e 感性得警惕perform a nce d i m en s ion 业绩标准p e rfor m ance evaluat io n 业绩评估p e rfo rm ance me as ures 表现/ 业绩测度pe r formance o b jective 绩效目标perfor ma nce sta n dards 绩效标准pe r f o rm a n c e 功能p e r i sh a b il i ty 非持久性p e r sonal se 1 ling 人员推销per s onal sourc e s 个人得信息来源personn e l develop ment 人力资源开发pers u asive 说服性得ph a r mace u tic a ls industry 医药行业p h ys i c al ( p rod u ct ) p o s i tio n ing 物理 (产品) 定位p h y s ical de s c riptors 物理变量p hys i c a l dis tr ibut io n 实物分销P i1 lsbur y 皮尔斯博瑞pione ers 先入者Pi zza Hut必胜客p lace utilit y 地点效用plann i ng and contr o l sy s tem area aud i t 计划与控制系统领域得审计po int of s a1 e i nf or mation 销售点信息poi nt —o f -pur h ca se ( P O P) p romo ti on 采购点促销p oint- of -s a les ( P O S) data 销售点数据no- b r an d b r a n d name 无品牌得品牌名称no—fril Is o du ct无虚饰产品noise in municat音o n s ys t em传播系统中得噪non－f i nancia rewards 非物质性奖励措施no n—probabil ty sam p l i ng 非概率抽样non－p r o fi t o rga n ization 非盈利组织non —store r e tailin g无店铺零售业number o f s t o ck-ou t s 迟滞数目of Petro 1e um) 欧佩克(石油输出国o p ening relationshi p s 建立关系op er a t ing s upplies 生产供应品oper a tion a1 e x cellen c e 运作管理水平opi ni o n lea d er s 意见领导者。
市场营销英语单词
1．marketing 营销，市场营销2．market segment 细分市场3．marketing mix 营销组合4．customer value 顾客价值5．Production concept 生产观念6．Marketing concept 营销观念7．Business portfolio 业务组合8．Strategic business unit （usb）战略事业部9．Market development 市场开发10．Product development 产品开发11．Marketing environment 营销环境12．Corporate culture 企业文化13．Reseller 中间商14．Buying behavior 购买行为15．Personal factors 个人因素16．Situational factors 情境因素17．Psychological factors 心理因素18．New-task purchase 新购19．Inelastic demand 无弹性需求20．Organizational （business-to-business）buying behavior 组之间（商业机构对商业机构）购买行为21．Buying center 购买中心22．Marketing research 市场调查23．Forecasting 预测24．Market potential 市场潜力25．Market share 市场份额26．Test marketing 试销27．Market segmentation 市场细分28．Product positioning 市场目标化29．Localize 地方化30．Regionalize 区域化31．Customize 定制，用户化32．Core product 核心产品33．Brand 品牌34．Shopping goods 选购品35．Capital goods 固定资产36．Fixed cost 固定成本37．Price war 价格战38．Cash discount 现金折扣39．Rebates 回扣，折扣40．Retailer 零售商41．Selective distribution 选择性分销42．Distribution center 配送中心43．Encoding 编码44．Pubic relation 公共关系45．Personal selling 人员推销46．Competitive advantage 竞争优势47．Marketing planning促销计划48．Marketing is the process of the planning and executing the conception，pricing，and distribution of ideas，goods，and services to create exchanges that satisfy individual and organizational objectives。
市场营销英语单词
第一章Qualified2.[not before none ] (qualified to do something ) having the practical knowledge or skills to do something 具备……知识或技能；符合资格3.[usually before none ] limited in some way 有限度的；有保留的；有条件的。
Qualified customers 顾客资格Eligible adj.1.(eligible for something | eligible to do something ) a person who is eligible for something or to do something , is able to have or do it because they have the right qualifications , are the right age ,etc . 有资格的；合格的；具备条件的。
Anticipate2. to see what might happen in the future and take action to prepare for it 预见，预计（并做准备）Psychological adj.1.[usually before none ] connected with a person`s mind and the way in which it works 心灵的；心里的；精神上的。
Amount verb(amount to something ) 2. to be equal to or the same as something 等于；相当于。
Amount to the same thing 都是一回事。
Subsistence noun [U]The state of having just enough money or food to stay alive 勉强维持生活。
市场营销词汇
推销观念（selling concept）社会营销观念（societal concept）顾客让渡价值（customer delivered value）顾客总价值（total customer value）顾客总成本（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)市场机会(market opportunity) 愿望竞争者(desired competitors) 属类竞争者(generic competitors) 产品形式竞争者(product competitors) 品牌竞争者(brand competitors) 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）购买中心（buying center）倡议者（initiators）使用者（users）影响者（influencers）决定者（deciders）购买者（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）市场营销计划（marketing planning）市场营销方案（marketing program）市场营销控制（marketing controlling）市场竞争（market competition）完全竞争（market leader）非完全竞争（imprecate competition）垄断竞争（monopolistic competition）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）服务（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（durable goods）非耐用品（nondurable goods）产品线（product line）产品项目（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（commercialization）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（company/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）成本导向定价（cost-driven pricing）需求导向定价（demand-driven pricing）竞争导向定价（competition-driven pricing）折扣定价（discount pricing）地区定价（region pricing）差别定价（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）大众传播媒体（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（competitive-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 communication）接触管理（contact management）人员推销（personal selling）服务（service）服务核心产品（core product）服务附加产品（supplementary product）整合服务营销（integrated service marketing）服务的无形性（intangibility of service）服务的体验属性（experience attributes）服务的信任度属性（credence attributes）服务的有形展示（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。
市场营销专业词汇中英文对照表2
市场营销专业词汇中英文对照表2第一篇：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/ 10marketability 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 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 2 / 10Company(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/ 10order 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/ 10pre-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productoffering 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/ 10profitable 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 6 / 10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/ 10self-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/ 10strategy 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/ 10turnover 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2 value-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/ 10第二篇：铁路专业部分常用词汇中英文对照表铁路专业部分常用词汇中英文对照一、职务名词1.路局MD(Managing Director): 总局长DMD(Deputy Managing Director): 副总局长CS（Corporate Secretary）: 公司秘书MPCA（Manager Planning and Corporate Affairs）: 企划部经理CME(Chief Mechanical Engineer)：机辆总工CCE（Chief Civil Engineer）：工务总工FM(Finance Manager)：财务经理MM （Marketing Manager）：市场经理 TM（Traffic Manager）：运输经理 SM（Supplies Manager）：物资经理 SM（Safety Manager）：安全经理HRM（Human Resources Manager）：人事经理HPR （Head Public Relations）：公关部主管HIT（Head Information Technology）：信息部主管 CIA（Chief Internal Auditor）：内审主管 Chief Pension Officer：退休金主管 Chief Controller ：调度长 2.分局、站段及工厂RGM(Regional General Manager): 分局总经理 RME（Regional Mechanical Engineer）：分局机辆总工RCE（Regional Civil Engineer）：分局工务总工S&T(Signaling & Telecommunication)Engineer: 电务（信号与通信）工程师Head Commercial ：商业主管Head Human Resources ：人事主管Chief Administration Officer：行政主管 Area Manager：区域经理WM（Workshop Manager）: 工厂经理 SM（Station Master）：站长Senior Passenger Officer ：客运主管DPC（District Police Commander）: 地区警察指挥官二、部门和组织名词或惯称 Head Office ：路局或总部CRET（Chinese Railway Expert Team）：中国铁路专家协调组Regional Office：分局 Area Office：区域办事处 Workshop：工厂CSP(concrete Sleeper Plant)：轨枕厂 Quarry ：采石场TTC（TAZARA Training Center）：坦赞铁路局培训中心Locomotive Depot：机务段Rolling Stock Depot：车辆段Marshalling Yard：编组场Construction Unit：房建队Board ofDirectors:董事会 Board Committee：董事会委员会Committee meeting：委员会会议或预备会Council of Ministers: 部长理事会 Union：工会三、设备名称 1.机车Locomotive Mainline/shunting locomotive: 干线/调车机车DFH Locomotive：东方红机车Diesel Engine：柴油机 Traction Motor：牵引电机 Wheel set：轮对 Bogie：转向架Running Part：走行部Axle: 车轴Coupler：车钩Valve：阀Bearing: 轴承Brake shoe：闸瓦Cow Catcher：排障器Vacuum horse：真空软管 Air pipe：风管Control system：控制系统 Battery：蓄电池DE（Diesel Electric）：柴油电传 DH（Diesel Hydraulic）：柴油液传Driver’s Cab：驾驶室 Crank Shaft：曲轴Locomotive failure：机故 2.Wagon：货车DSO（Down Side Open wagon）: 低帮车CDSO(Container Down Side Open wagon): 低帮集装箱货车HSO(High Side Open):高帮车Co(Covered wagon)：棚车F(Flat wagon)：平板车FT(Flat Tank wagon)：平板罐车 JTW(Jumbo Tank wagon)：大型罐车 CF(Container Flat wagon)：集装箱平车 WW(Well Wagon)：井型车 BV(Brake Van)：守车LS(Livestock wagon)：牲畜车 B(Ballast wagon)：石渣车R(Refrigeration wagon)：冷藏车 3.Coach：客车1st Class Coach：一等车厢（软卧）2nd Class Coach：二等车厢（硬卧）3rd Class Coach：三等车厢（硬座）MD’s Coach: 总局长专用车Super Seat：软座车厢Dining/buffet Car：餐车Lounge Car：酒吧车 Luggage Van：行李车 4.其它设备 Gantry crane：龙门吊 Trolley：轨道车 Reversing Gear：换向机构 Rescue crane：救援吊车Re-railing Equipment：复救设备 Forklift：叉车Mobile crane：汽车吊 Air compressor：空压机 Mono block：轮饼 Coupler knuckle：钩舌 Wooden sleeper：木枕Concrete sleeper：混凝土轨枕Bridge sleeper：桥枕Turnout：道岔Semaphore signal：臂板信号机 Interlocking equipment: 联锁设备Semi-automatic block system：半自动闭塞 Head Crane：桥式吊车 Drop Table：落车台Flaw detection machine：探伤仪Triple valve：三通阀Generator：发电机 Shop ：车间Second crusher：二级破碎机四、运输词汇Financial year：财政 Passenger train：客车 Freight train: 货车Commuter train：通勤车 Up train:上行列车 Down train：下行列车 Fuel：燃油Locomotive routing：机车交路Locomotive availability：机车完好率Timetable：时刻表Arrival time：抵达时间 Departure time：出发时间 Freight traffic：货运量Passenger ridership：客运量 Parcel：行包tonne-km：吨公里turnaround time：周转时间 punctuality：正点率 interchange：过轨level crossing：平交道口good shed：货场weighbridge：轨道衡 copper：铜 manganese：锰 coal：煤fertilizer：化肥 timber：木材 maize：玉米wheat flour：面粉 molasses：糖稀 container：集装箱 sulphur：硫磺general cargo：杂货 accident：事故 derail：脱轨 capsize：倾覆五、其它专有名词或短语Ministry of transport: 交通部Immigration office：移民局Exemption: 豁免证/工作许可PS（Permanent Secretary）：常秘cemetery：公墓 Protocol：议定书Concession：特许经营Concessionaire：特许经营者/特许经营单位Manpower position：员工人数 Clearance：清关Shipping documents：海运文件 Bill of Lading: 提货单 Packing List：装箱单 Insurance：保险Commercial Invoice：商务发票 Production meeting：生产交班会 minutes：会议记录MOU（Memorandum of Understanding）：谅解备忘录Invitation letter：邀请函Motor vehicle license: 机动车辆证/上路许可financial statement：财务报表 quarter：季度 Turnover：营业额 Revenue：收入 Expenditure：支出 Pension：退休金 Rates: 费率Freight tariff: 货运价格 Passenger fare：客车票价 Permanent way：工务线路speed restricted area：限速地段 land slide: 滑坡tamping machine：捣固机light/heavy motor trolley: 轻型/重型轨道车ballast：道砟curve: 曲线 culvert：涵洞 tunnel：隧道 gradient: 坡度 gauge：轨距/限界motive power：动力（设备）single locomotive operation：单机牵引MU(multiple unit)operation：多机牵引 axle load：轴重 Cummins：康明斯Transmission type：传动类型 Hydraulic transmission：液力传动 Piston：活塞Air brake: 空气制动Vacuum brake：真空制动H.F.(High Frequency)radio: 高频电台 Microwave：微波 Optic fiber：光纤 Light repair: 小修 Medium repair：中修Rehabilitation/overhaul：大修 Spare part：零配件Kilimanjaro passenger train：乞力马扎罗号客车Mukuba passenger train：姆库巴号客车Compartment：客车包厢 VIP lounge：贵宾室 Control order：调度令 Booking office：售票处第三篇：中国商标法专业词汇中英文对照表商标法专业词汇中英文对照表1.2.3.4.5.6.7.8.9.全国人大常委会第三十次会议the 30th Session of the Standing Committee of the National People’s Congress 商标注册 trademark registration 商标注册的审查和核准 examination and approval of trademark registration 注册商标的续展、转让和使用许可 renewal, assignment and licensing of registered trademarks 注册商标争议的裁定the determination of disputes concerning registered trademarks 商标使用的管理 the administration of the use of the trademarks 注册商标专用权的保护the protection of the Right to Exclusive Use of a registered trademark 总则general provisions 附则supplementary provisions 10.生产、经营者 the producers and operators 11.社会主义市场经济the Socialist market economy 12.国务院工商行政管理部门商标局the Trademark Office of the administrative department for industry and commerce under the State Council13.商标评审委员会 the Trademark Review and Adjudication Board14.商品商标the commodity trademark 服务商标the service trademark 集体商标 the collective trademark证明商标 the certification trademark 15.商标注册人享有商标专用权，受法律保护the trademark registrants shall be entitled to the right to exclusive use of their trademarks and protected by law.16.(重复前面提到的)该组织the said organization 17.监督能力 the supervising power 18.限期提出答辩 to reply within the specified period 19.该组织以外的单位或者个人the units and individuals apart from the said organizations 20.自然人、法人或者其他组织对其生产、制造、加工、拣选或者经销的商品，需要取得商标专用权的，应当向商标局申请商品商标注册。
市场营销英语单词完整版
单元一 1. marketing mix：营销组合 2。
market a brand： 3。
product:产品 4。
range：范围、幅度 5. quality:质量 6。
branding：品牌化 7。
reputation：声誉、名望 8。
support:支持、支撑 9. price：价格 10. place：渠道 11。
location：位置，当地 12. outlet：批发商店 13. accessibility：可接近的,可得到的 14。
promotion：促销 15。
promotional mix：促销组合 16。
promotional tool:促销工具 17。
TV advertising：电视广告 18。
talk about:谈论 19。
people:人 20. physical presence：实体存在 21. process：处理、方法、步骤22。
physical evidence：物证 23。
tangible：有形的 24. launch：发表 25. distribution:分布、分配 26。
delivery：交付（贸易） 27. advertising：广告 28。
direct marketing:直接营销 29. customer：顾客 30。
competitor：竞争者 31. premium pricing：保险定价32。
special deals:特殊交易单元二 1. customer need:顾客需求 2. solve a problem:解决问题 3。
meet these need:满足他们的需求 4。
cost to user:消费者 5. perceive the cost：理解消费、认知消费 6. convenience：便利 7。
convenient:方便的 8. make an effort：作出努力 9. communication：通讯 10。
国际市场营销单词
国际市场营销相关单词Chapter 1 Marketing Briefingconsumer value 顾客价值consumer satisfaction 顾客满意度merchandising 商品销售distribution 分销human resources 人力资源domestic marketing 国内营销marketing management 营销管理Chapter 2 Marketing Planning and Organization Strategystrategic planning 战略计划mission statement 使命宣言business portfolio 经营组合分析tratical plan 战术性计划operational plan 运作计划core competencies 核心竞争力SBU（strategic business unit）战略精英单元Chapter 3 Marketing Researchassessing information need 评估信息需求primary data 一手数据secondary data 二手数据marketing intelligence 营销情报distributing information 分发信息statistical package 统计包exploratory research 探测性研究formulating hypothesis 叙述性假设Chapter 4 Consumer Behaviormotivation 动机perception 感知beliefs and attitudes 信仰和态度utilitarian 实用主义的hedonic 享乐主义的alternative evaluation 方案评价cognitive dissonance 不平衡感；内心冲突Chapter 5 Organization Buying Behaviorderived demand 引申性需求acceleration principle 波动性需求sole souring 专业化购买straight rebuy 直接再购modified rebuy 更改再购vendor analysis 卖主分析competitive bidding 竞标initiators 创始人reciprocity 互惠购买Chapter 6 Segmentation，Targeting and Positiongeographic segmentation 地理化细分demographic segmentation 人口统计细分psychographic segmentation 心理图解细分behavioral segmentation 行为的细分factor analysis 因子分析法cluster analysis 集解分析market targeting 选定目标市场homogeneous demand 同质需求clustered demand 集群需求diffused demand 扩散需求inventory cost 存货成本Chapter 7 Competitive Analysis and Strategyoverall cost leadership 总体成本策略focused differentiation 集中差异cost focus 成本集中strategic intent 策略意图layers of advantage 利益层loose bricks 宽松的结构portfolio 投资组合，业务经营项目组合collaborating 合作copy-adapt strategy 模仿-改进策略Chapter 8 Product Decisionidea generation 新产品的构思idea screening 新产品筛选testing market 试销commercialization 商品化durability 耐用品standardization 产品标准化adaptation 产品差异化product invention 产品创新co-branding 联合品牌brand equity 品牌价值brand extension 品牌延伸green trade barrier 绿色贸易壁垒Chapter 9 Pricingtransfer pricing 转移价格invention pricing 创新定价drafts covering export 出口托收sales on consignment basis 委托销售devaluation 货币贬值dumping 倾销antidumping 反倾销financing of export 出口融资pure monopoly 完全垄断oligopolistic competition 寡头竞争market penetration pricing 市场渗透定价market skimming pricing 市场撇脂定价inflation 通货膨胀revaluation 货币价值Chapter 10 Distributing Goods and Servicesbroker 经纪人a customs broker 报关行export management company（EMC）出口管理公司export trading company（ETC）出口贸易公司direct seller 直销商convenience store 便利店general merchandise retailer 日用品零售商specialty store 专卖店channel conflict 渠道冲突horizontal conflict 水平冲突exclusive distribution 独占分销intensive distribution 密集分销physical distribution 物流logistic system 物流系统department stores 百货商店discount stores 折扣店warehouse club stores 仓储俱乐部electronic retailer 电视购物Chapter 11 Promotionaffordable method 力所能及法percentage-of-sales method 销售百分比法competitive-parity method 对手水准法objective-and-task method 目标及任务法product substitutability 产品可替代inductive method 归纳法deductive method 演绎法nonpersonal communication channel 大众传媒渠道mass medium 大众传播媒体carrier 载体institutional advertising 厂商广告informative advertising 告知性广告persuasive advertising 说服性广告comparative advertising 比较性广告reminder advertising 提醒性广告gross rating points（GRPs）总视听率point-of-purchase advertising（POP）广告，焦点广告word-of-mouth 口碑marginal advertising expenditure 边际广告支出Chapter 12 International Marketing Briefing and Analysis of International Environmenttrade practice 贸易惯例non-tariff barrier 非关税壁垒exclusion deal 专营soft currency 软货币hard currency 硬货币trade deficit 贸易赤字macroeconomics 宏观经济学practitioner 从业者，开业者Chapter 13 Three Basic Theories of International Tradeillustration 例子，例证production ratio 生产比例PPF（production possibility frontier）生产可能性曲线International marketing orientations 国际市场营销定位Chapter 14 Strategies for Entering International Marketsmarket entry mode 市场进入模式naïve rule 单一规则pragmatic rule 注重实效规则licensing 许可证franchising 特许经营joint venture 合资strategic alliance 战略联盟franchisee 总经销franchisor 授予特许者licensee 领导许可证的人licensor 许可证颁发者expropriation of asset 资产征收acquisition 收购integrating production 产品一体化inertia 惯性royalty 版税。
【商务英语】市场营销(中英)
1.Marketing 市场营销：通过方案和执行关于产物、效劳和电子的订价、促销和分销，从而缔造交换，以实现个人和组织的目标的过程〕The process of planning and executing 〔执行、实行〕the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives.——the definition emphasizes the diverse activities marketers perform.(强调市场商人不同的行为活动)❖Deciding what products to offer❖Setting prices❖Developing sales promotions and advertising campaigns❖Making products readily available to customers2. The marketing Concepts(市场营销不雅念：企业阐发消费者需求，制定比竞争对后更好的决策来满足这些需求的哲学)❖The Production Concept 出产不雅念❖The Selling Concept 推销不雅念❖The Marketing Concept 市场营销不雅念The Production Concept 出产不雅念The idea that a firm should focus on those products that it could produce most efficiently and that the low-cost products would create the demand for those products.The Selling Concept / sales concept 推销不雅念(操纵广告这种重要方式来与其顾客沟通从而获取他们的订单)The Marketing Concept市场营销不雅念Difference between Selling and Marketing发卖与营销的区别3.The Marketing Mix / The 4P’s of Marketing市场营销组合1)Product〔产物：有形和无形，包罗包装、色彩、品牌、效劳，甚至发卖商的声誉〕Consumer products消费品：produced for and purchased byhouseholds for their use.Industrial products 工业产物：are sold primarily for use inproducing other products.2)Price〔价格：消费者为获得产物所必需支付的金额〕Refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product.Loss Leader Pricing(亏本出售商品〕selling things in its lower price than its cost price in order to attract customers to purchase the products.Penetration Pricing (渗透订价法---心理订价策略〕设定最初低价，以便迅速和深入地进入市场，从而快速吸引来大量的购置者，博得较大的市场份赖。
市场营销学专业课程汉英对照表
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。
Marketing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 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-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 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counter trade 对等贸易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 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 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domestic target marketing strategies 国内目标市场定位的营销战略dropping products 放弃产品dual/two channel distribution systems 双重分销系统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influences 影响者info-communications 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Loyd's of London 伦敦劳埃德保险公司localization 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macro-environment 宏观环境macro-segmentation 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 demographics 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 hierarchy 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Mitsubishi 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microsegmentation 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mono segment 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 corporations (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 stock-outs 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overall 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organizational level 组织层次organizational 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organizational 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) positioning 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perish ability 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 identification 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psycho-graphics 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 parity (PPP) 购买力平价指数push money/spiffs 佣金push strategy 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 strategy reactor 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re-seller 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。
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。
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 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arm 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a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Holiday Inns 假日旅馆homogeneous market 同质市场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Jaquar 美洲豹Jell-O 吉露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 及时采购安排Kao 花王Keiritsu 凯莱通Kellogg 凯洛格公司Kentucky Fried Chicken (KFC) 肯德基key account management 主要客户管理keyaccounts 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/hous e accounts 关键/机构客户Kmart 凯玛特Kodak 柯达Komatsu 小松公司Kraft 卡芙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legislat ion 立法legitima te 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）lexicogr aphic model 词典编纂模型lifestyl e 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localiza iton strategy 本地化战略location pricing 场所定价location 位置lodging 房屋出租logistic al alliances 后勤联盟long-ter m 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-cont act 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-invo lvement hierarchy 低参与程度层级结构Lucent Technologies 朗讯科技macro risks 宏观风险macroenv ironment 宏观环境macroseg mentation 宏观细分mail-ord er retailers 邮购零售商maintain ing market share 保持市场份额maintena nce strategy 保持战略manageme nt overhead 管理费mandator y adaptation 强制性适应manufact urer brand 制造商/全国性品牌manufact urers' agents/representatives 生产商的代理商/销售代表manufact urers' export agents (MEA) 制造商出口代理manufact urers' sales offices/branches 生产商的销售办事处/分支机构manufact uring process 制造过程manufact uring 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marketab ility 市场开拓能力market-e ntry strategies 市场进入战略marketin g action plan 营销行动计划marketin g audit 营销审计marketin g channel 营销渠道marketin g codes of conduct 营销行为规范marketing communication 营销沟通/传播marketin g concept 营销观念marketin g control 营销控制marketin g decision support systems (MDSS) 营销决策支持系统marketin g environment audit 营销环境审计marketin g flows and functions 营销过程和职能marketin g function area audit 营销功能领域的审计marketin g implications of 对营销的影响marketin g information system 营销信息系统marketin g institutions 营销机构marketin g management 营销管理marketin g message 营销信息marketin g mix 营销组合marketin g policy 营销策略marketin g productivity area audit 营销生产力领域的审计marketin g program components 营销计划内容marketin g program 营销计划/方案marketing relationship 营销关系marketin g research 营销研究marketin g strategy 营销战略market-m anagement 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-mar ket penetration strategy 大规模市场渗透战略mass-mar ket strategy 大市场战略matrix organizational structure 矩阵组织结构Matsu*** *a 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McDonnel l 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measurem ent 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merchand ising 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microseg mentatioin 微观细分Miller Tyding ACT, USA 米勒·泰丁法案minging 矿业Minnesot a 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missiona ry selling 推销式销售Mitsubis hi Heavy Industries 三菱重工modified rebuy 调整再购monosegm ent 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multicha nnel distribution 多渠道分销multidim ensional scaling 多维等级法multilev el selling 多级销售multinat ional 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multiseg ment positioning 多重细分市场定位mutual trust 相互信任Nabisco Biscuit 纳贝斯克饼干公司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-prod uct development 新产品开发new-prod uct ideas 新产品创意Newsweek 《新闻周刊》new-task buying 全新采购new-to-t he-world products 世界性新产品niche penetration strategy 壁龛/机会市场渗透战略niche-ma rket 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-frill s product 无虚饰产品noise in communication system 传播系统中的噪音non-fina ncial rewards 非物质性奖励措施non-prob ability sampling 非概率抽样non-prof it organization 非盈利组织non-stor e 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objectiv es and strategy area audit 目标与战略领域的审计objectiv es 具体目标observat ion 观察法occupanc y costs 房屋占用成本occupati on/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-invo ice 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operatin g supplies 生产供应品operatio nal excellence 运作管理水平opinion leaders 意见领导者opportun ity cost 机会成本order cycle time 订货周期order processing 订单处理organisa tional level 组织层次organiza itonal requirement planning 组织需求计划organiza tion area audit 组织领域的审计organiza tion buying center 组织采购中心organiza tional customer 组织顾客organiza tional direct selling 组织直销organiza tional markets 组织市场organiza tional purchasing 组织采购organzat ional structure 组织结构outdoor enthusiasts 户外运动爱好者out-of-h ome media 户外广告媒体overall cost leadership 全面成本领先overhead s 日常开支overseas direct investment 海外直接投资ownershi p of new product 新产品所有权parties involved 交换中的各方payment terms 支付条款pay-off control 支出控制penetrat ion pricing 渗透定价Pepsi-Co la 百事可乐perceive d customer value 顾客感知价值perceived quality 感知到的质量perceive d value 感知到的价值percenta ge of sales promotion budgeting method销售额百分比促销预算法percepti ons of consumers 消费者感知/理解perceptu al (product) pisitioning 感知（产品）定位perceptu al map 感知图perceptu al organization 感知组织perceptu al vigilance 感性的警惕performa nce dimension 业绩标准performa nce evaluation 业绩评估performa nce measures 表现/业绩测度performa nce objective 绩效目标performance standards 绩效标准performa nce 功能perishab ility 非持久性personal selling 人员推销personal sources 个人的信息来源personne l development 人力资源开发persuasi ve 说服性的pharmace uticals 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Pillsbur y 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portfolio models for resource allocation 资源配置的资产组合模式position intensity 地位集中程度position ing 定位possessi on utility 拥有效用post-pur chase dissonance 购买后的不协调post-pur chase evaluation 购买后评估post-pur chase/after-sale service 售后服务potentia l advantages 潜在优势potentia l customer 潜在顾客potentia l market 潜在市场potentia l 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predator y pricing 掠夺性定价法pre-empt ing scarce resources 先占稀缺资源preferen tial treatment 特惠待遇premiums 额外奖励present competitors 现有的竞争者presenti ng sales message 提供销售信息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/ea rnings ration 价格/收益比price-of f promotions 降价促销price-se tting 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proactiv e 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productdimension 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(ion)-oriented organization 产品/生产导向型组织producti on 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-envi ronment 环保profit impact of market strategy (PIMS) 市场战略的利润影响profitab ility analysis 盈利性分析profitab ility 盈利性/盈利能力profitab le 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projecte d profit-and-loss statement 预计损益表projecti ve tests 投影测试Promotion decisions 促销决策promotio n mix 促销组合promotion policies 促销策略promotio n 促销promotio nal allowance 促销折让promotio nal effort 促销努力promotio nal pricing 促销定价promptne ss 及时性propecto r strategy 探索型战略prospect ing for customers 寻找顾客psychogr aphics 心理统计特征psycholo gical cost 心理成本psycholo gical pricing 心理定价法public organization 公共组织public relations 公共关系public utilities 公共设施publicit y 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purchasi ng agent 采购代理purchasi ng contract 采购合同purchasi ng manager/agent 采购经理／代理purchasi ng 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qualifyi ng 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raw materials 原材料。
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Marketing['mɑrkɪtiŋ]Management['m ænɪdʒmənt]营销管理
Advertising['ædvɚ,taɪzɪŋ]广告
Business Negotiation[nɪ,goʃɪ'eʃən]
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[kən'sjumɚ]Behavior[bɪ' hevjɚ]消费者行为
Systems of Management Information管理信息系统
Marketing Research营销调研
accessibility[æk,sɛsə'bɪlətɪ]可进入性
accessory[æk'sɛsərɪ]equipment
[ɪ'kwɪpmənt]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
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
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
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
brand's equity 品牌的价值
break-even analysis 盈亏平衡分析。