市场营销专业英语教程第十三版第三章翻译

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市场营销专业术语中英文对照标准翻译

市场营销专业术语中英文对照标准翻译

市场营销专业术语中英文对照标准翻译本文为市场营销中经常用到的一些中文与英文互译的标准用语,希望对市场营销从业人员有所帮助。

《财富》杂志Fortune案头调研Desk Research奥美公司Ogilvy & Mather白色商品White Goods百乐门Parliament百威啤酒Budweiser包裹销售法Banded Pack宝洁公司Procter & Gamble宝丽来Polaroid宝马BMW边际成本Marginal Cost边际收益Marginal Benefit标准差,均差Standard Deviation别克Buick波立兹调查公司Alfred Politz Research, Inc波旁王朝Ancient Age Bourbon波特福洛分析Portefolio Analysis产品差异Product Differentiation产品生命周期Product Life Cycle产品系列Product Line产品组合Product Mix阐述Presentation超级市场Supermarket成对比较法Paired Comparisons成功的理想主义者Successful Idealist承诺型消费者Committed Buyer程度测试Tachistoscope橙色商品Orange Goods冲动购买Impulse Buying重叠率Duplication抽样Sampling传销Pyramid Selling传阅发行量Pass-on Circulation词语联想法Word Associaton刺激营销Incentive Marketing促销Promotion达彼思广告公司Ted Bates & Copany大卫·奥格威David Ogilvy戴比尔斯De Beers丹尼尔·斯塔奇公司Danile Starch & Staff 弹性Elasticity到达率Reach道奇Dodge第三者法Third-Person Technique第一提及Top of Mind电话访问Telephone Interview电通广告公司Dentsu电子售点数据EPOS Data定量研究Quantitative Research定位Positioning定性研究Qualitative Research动机研究Motivation Research读者Readers读者人数Readership独特销售主张Unique Selling Proposition杜邦公司Du Pont多方面衡量Multi-dimensional Scaling多品牌战略Multi-brand Strategy惰性销售Inertia Selling恩格尔曲线Engel Curves二手资料Secondary Data发行量Circulation发行量稽核组织ABC仿造Me Too访问Interview访问员Interviewer非处方药OTC菲力普·莫里斯公司Philip Morris Company 菲亚特FIAT肥皂剧Soap Opera分刊测试Split-run Test分销Distribution丰田TOYATA缝隙分析Gap Analysis浮动插播Floating Spot辅助回想Aided Recall付费发行量Paid Circulation复核Back Checking复核Validation富豪汽车VOLVO富可视Infocus富士胶卷FUJI FILM覆盖率Coverage盖凡尼克皮肤反应测试仪Galvanic Skin Response Meter盖洛普暨罗宾逊调查公司Gallup & Robinson,Inc概念测试Concept Testing高度介入产品High Invovement Procuct革新消费者Innovators葛瑞广告Grey Advertising公众调查公司Audience Research,Inc贡献Contrubution购买周期Buying Cycle孤独守巢人Empty Nesers鼓动销售Hard Sell故事板/分镜头表Storyboard故事完成法Story Completion观察调研法Obseravtion Study广告Advertising广告/销售比率Advertising/Sales Ratio广告比重Advertising Weight广告标准Advertising Standard广告调查基金会(美国) Advertising Research Foundation广告概要Advertising Brief广告口号Slogan广告目标即广告效果评测Defining Advertising Goals for Measured Advertising Results 国际商用机器公司IBM过度杀伤Overkill过滤审查Screening哈佛商学院Harvard Business School红色商品Red Goods互补品Complements花旗集团Citigroup华尔街Wall Street黄金时段Prime Time辉瑞Pfizer混合调查Omnibus Research混和调研Omnibus Research基本读者Primary Reader稽核Audit吉芬商品Giffen Goods吉列Gillette集团购买Organizational Buying集中度Affinity集中市场细分Concentrated Segmentation计算机辅助的电话采访Computer Assisted Telephone Interviewing记忆测试Recall Test记忆性Memorability佳能Canan家乐福Carrefour家庭(户) House Hold家庭稽核Home Audit家庭生活周期Family Life Cycle甲壳虫Bettle价格分析Values Analysis价格敏感Price Sensitive价格歧视Price Discrimination价格战Price War间接调研Off-the-research建议价格Recommended Price箭牌口香糖Wrigley讲究派头的诉求Snob Appeal交叉销售Cross-selling交替需求Alternate Demand焦点小组(讨论) Focus group (Discussion)角色扮演Role Playing阶式渗透Cascading结构化访问Structured Interview金佰利Kimberly-Clark浸透策略Penetration Strategy精工SEIKO句子完成法Sentence Completion决策群Decision Making Unit决定性调研Conclusive Research卡通测试Cartoon Tests开放题Open-ended Question开机率Homes Using TV柯达Kodak壳牌Shell可变价格Variable Pricing可口可乐Coca-Cola可丽舒Kleenex可信度Believability克莱斯勒Chrysler克劳德·霍普金斯Claude Hopkins客观看法Outside View肯德基炸鸡Kentucky Fried Chicken口碑广告Word-of-mouth Advertising快流量消费品Fast-moving Consumer Goods 拉力Pulling Power拦截访问Intercept Interview乐观奔命者Optimistic Striver离差Deviation李奥·贝纳Leo Burnett李佛兄弟公司Lever Brothers力士Lux连带外部效应Network Externality联合调研/辛迪加Syndicated Research联合分析Conjoint Analysis联合利华公司Unilever联想Association Techniques练习性预演Dry Run两步收费Two-part Tariff量表Scale劣等商品Inferior Goods零售周期Wheel of Retailing零头定价法Odd-even Pricing漏斗深入法Funnel Approach露华浓Revlon乱数表Random-number Table罗塞·瑞夫斯Rosser Reevse罗夏测试Rorschach Test骆驼Camal马丁·迈耶Martin Mayer麦当劳McDonald’s麦肯爱里克森广告公司Mccann-Erickson麦氏威尔咖啡Maxwell House Coffee卖方市场Seller’s Market满意购买者Satisfied Buyer盲测Blind Test毛评点Gross Ratting points媒体分析Media Analysis每千人(户)成本Cost Per Thousand Figure每千人成本Cost Per Mille美孚Mobil美国报纸发行人协会American Newspaper Publisher’s Association 美国电报电话公司AT&T美国广播公司ABC美国广告代理商协会4A’sThe American Association of Advertising Agencies美国民意研究中心American Institute of Public Opinion美国营销协会American Marketing Association美国运通American Express描述性调研Descriptive Research民意测验Opinion Poll明尼苏达矿务及制造业公司3M模似Simulation姆姆巧克力M&M耐克Nike尼尔逊公司A. C. Nielsen尼尔逊全国电视指数Nielsen National Television Index 尼尔逊受众测定器Nielsen audiometer尼尔逊指数Nielsen Index欧宝OPEL欧洲民意测验和市场调研协会ESOMAR帕累托原理Pareto Principle派生需求Derived Demand攀比效应Bandwagon Effect判断性抽样Judgement Sampling旁氏Pond’s陪伴购物Accompanied Shopping配额Quota配额抽样Quota Sampling频率分布Frequency Distribution品牌Brang品牌测试Brang Test品牌估价Brang Valuation品牌管理Brang Management品牌偏好Brang Preference品牌认知Brang Awareness品牌形象Brang Image品牌性格Brang Personalities品牌忠诚度Brang Loyalty品牌转换成本Switching Cost品质认知度Perceived Quality七喜7UP期望值Expectations期望值Expected V alue其他指导人Other-directed Person企业标志Corporate Logo企业识别Corporate Identity前导性研究Pilot Study潜意识广告Subliminal Advertising强生公司Johnson & Johnson乔治·格里宾George Gribbin情感购买者Like Friend情感象征Emotional Symbol渠道冲突Channel Conflict全国性涵盖度Blanket人口统计学特征Demographics人员推销Personal Selling认识差距Cognitive Dissonance认知Awareness认知图表Perceptual Mapping日后记忆Day-after-recall入户访问Door-to-door Interview软性促销Soft Sell萨奇公司Saatchi & Saatchi三维营销3-D商店稽核Store Audit社会等级Social Grading社会接受度Social Acceptability社会营销Social Marketing深度访谈Depth Interview生存者Survivor生活方式Lifestyle声音比例SOV声音份额Share of V oice施乐Xerox时代华纳Time Warner时机感Sense of Timing时间档次Time Slot时序分析Time-Series analysis识阈效应Threshold Effect使用与态度Usage and Attitude市场策略的利润效果Profit Impact of Market Strategy 市场调研Market Research市场调研/营销调研Marketing Research市场细分Market Segmentation市场占有率Market Share视听众暴露度Impession收获战略Harvesting Strategy收入效应Income Effect收视(听)率Ratings收视率Television Rating售点POP售点POS斯塔奇数字Starch Figure斯坦利·里索Stanley Resor斯沃琪Swatch四点分析SWOT Analysis随机抽样Random Sampling索尼SONY态度Attitude探索性调研Exploratory汤橱浓汤Campbell’s Soup特许经营Franchise替代品Substitutes替代效应Substitution Effect天美时Timex听众调查Audience Research通用汽车General Motor同类相食Cannibalisation投射研究Projective Research图片响应法Picture Response Techniques推拉战略Push and Pull Strategies推力Push Power完成法Completion Techniques完全竞争市场Perfectly Competitive Market 万宝路Marlboro万事达卡Master Card威廉·伯恩巴克William Bernbach威士卡VISA维持者Sustainer伟哥Viagra胃溃疡峡谷Ulcer Gulch稳定插播Anchored Spot问卷Questionnaire沃尔玛Wal-Mart Stores无品牌忠诚度No Brand Loyalty无提示认知Unaided Awareness无准备调查访问Cold Calling西门子SIEMENS习惯购买者Habitual Buyer习惯性购买Habit Buying喜力Heineken系统销售System Selling细流战Drip Campaign显著特征Salient Attribute现场调研Field Research现场督导Conductor现场督导Field Supervisor现场工作Field Work现场人员Field Force线上活动Above-the-line线下活动Below-the-line相关群体Reference Group象牙牌香皂Ivory消费者购物固定样本Consumer Purchase Panel 消费者内在需求Consumer Insight消费者偏好Consumer Preferences消费者剩余Consumer Surplus消费者形象描述Consumer Profile销售定额Sales Quota销售反馈功能Sales Response Function销售领域Sales Territory销售预测Sales Forecast销售专集Sales Literature销售组合Sales Mix小组讨论Group Discussion心理图案学Psychographics心理戏剧Motivational Theater心智索引Mindex心智占有率Share of Mind新奇士Sunkist新人训练Orientation Training形象Image虚荣效应Snob Effect选择性分销Selective Distribution雪佛兰Chevrolet雅皮YUPPY眼睛轨迹研究Eye Tracking Research扬雅广告公司Young & Rubicam样品Sample一次性购物One-stop Shopping一手资料Primary Data伊莱克斯Electrolux宜家IKEA移情作用Empathy意见领导Opinion Leader因果性调研Causal Research营销会计稽核Marketing Audit营销近视Marketing Myopia营销组合10P’s营销组合4C’s’营销组合4P’s营销组合Marketing Mix营业额/到达率增长指数Turnover影响力等级Hierarchy of Effects佣金制Commission System由报纸决定(刊登位置) Run-of-paper邮购Mail Order有提示认知Aided Awareness有效贮藏期限Shelf Life诱导转向法Bait and Switch语义差异法Semantic Differential预检验Pre-testing原创性Originality原子状测试Atomistic Test岳母研究Mother-in-law Research载波技术ZAP赞助Sponsorship詹姆士·韦伯扬James Webb Young展览会Exhibition争夺经营Scrambled Merchandising正常商品Normal Goods直递Direct Mail直销Direct Marketing智威汤逊J. Walter Thompson重度消费者Heavy User主持人Moderator主题类化法Thematic Apperception属性特征Attributes住地居民细分法A Classification of Residential Neighborhoods 专家调研Specialist Research资料手册Fact Book自付优惠Self-liquidating Offer棕色商品Brown Goods最终用户End-user。

市场营销原理(第13版)

市场营销原理(第13版)

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第1章 营销:创造和获取顾客价值
6.获得顾客价值
市 场 营 销 原 理
市场营销过程的最初四个步骤涉及通过创造和递送卓越的顾客价值建立客户关系(见图1-1)。最后 一步则要获得以当前的和未来的销售、市场份额及利润等形式表现的回报。
建立顾客忠诚与维持
客户关系管理的目标不仅仅是创造顾客满意,而是顾客愉悦。良好的客户关系管理产生顾客愉悦。
社会营销观念(societal marketing concept)对单纯的市场营销观念忽略在消费者短期欲望与长期福利之 间可能存在的冲突提出质疑。社会营销观念认为,市场营销战略应该以维持或改善消费者和社会福利 的方式向顾客递送价值。
公司在制定其市场营销战略时应该平衡的三种因素:公司利润、顾客欲望和社会利益。
交换与关系
市场营销发生在人们决定通过交换关系来满足需求和欲望之时。 交换(exchange)是一种为从他人那里得到想要的物品而提供某些东西作为对价的行为。(广义上,市 场营销者试图获得人们对某种市场提供物理想的反应。)
市场
市场(market)是某种产品的实际购买者和潜在购买者的集合。市场营销就是为建立有利可图的顾客关 系而管理市场。市场营销涉及在竞争中为最终消费者提供服务。
PRINCIPLES OF MARKETING
为了提高学习效果,不同业务线的员工应有
侧重点的阅读该书的内容.
其中:
全体员工:第1、3、4、6、7、9、17、18、20 章为都应掌握的内容 销售线人员:第2、5、14、16章为需要重点掌握 的内容 策划线人员:第8、10、11、12、15章为需要重 点掌握的内容
5.建立客户关系
市 场 营 销 原 理
市场营销过程最初的三个步骤——理解市场和顾客需要、设计顾客导向的市场营销战略以及构建市场 营销计划,都是为了第四步也就是最重要的步骤:建立有价值的客户关系。

Marketing市场营销专业词汇中英文对照表

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 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。

Marketing市场营销专业词汇中英文对照表

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。

市场营销第十三版11-15章专业术语翻译

市场营销第十三版11-15章专业术语翻译

总成本 total cost:the sum of the fixed and with the level of production(是一定生产水平下,固定成本与变动成本的总和。)
经验曲线(学习曲线) experience curve(learning curve):the drop in the average per-unit production cost that comes with accumulated production experience (随着生产经验积累,平均成本 不断下降)
第十四章
Promotion mix (or marketing communications mix )促销组合又称营
销沟通组合Advertising广告Sales
promotion销售促进Sales
promotion销售促进Personal selling人员销售public relations公共
provider
第十三章
Retailing 零售 retailer 零售商 specialty 专用商品店 department store 百货商店 supermarket 超市 convenience 便利店 superstore 超级商店 category killer 品类杀手 service retailer 零售商店 discount store 折扣商店 off-price retailer 低价商店 independent off-price retailer 仓储商店 factory outlet 厂家直 营店 warehouse club 仓储俱乐部 chain store 连锁店 franchise 特 许经营shopping center 购物中心 wheel-of-retailing concept 零售 轮转理论 wholesaling 批发 wholesaler批发商 merchant wholesaler 独立批发商 broker 经纪人 agent代理商 manufacturers' sales branches and offices 制造商及零售商的分店和销售办事处

Marketing市场营销专业词汇中英文对照表

Marketing市场营销专业词汇中英文对照表

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。

市场营销专业英语课文翻译

市场营销专业英语课文翻译

第三课SWOT分析【A】Before entering the marketplace it is essential(必要)to carry out(进行)a SWOT analysis. This identifies(识别,标识)the strengths and weaknesses of a product, service or company, and the opportunities and threats facing it. Strengths and weakness refer(指,参考,见,提到)to the product itself and considered as internal factors. The external factors, referring to the marketplace, are opportunities and threats.在进入市场之前开展SWOT分析是必不可少的。

这标志着一个产品,服务或公司的优势与劣势,以及面临的机会和威胁。

优势和劣势是指产品本身,视为内部因素。

外部的影响因素,指市场中的机会和威胁。

This is a SWOT analysis of PetraServe, a company which runs motorway service stations.这是一家名叫PetraServe的运作高速服务站的企业的SWOT分析。

Strengths:优势Superior(高级)distribution network – we have one of the best.高级分销网络- 我们有最好的之一。

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

市场营销第十三版1-5章专业术语翻译

市场营销第十三版1-5章专业术语翻译

第一章Marketing市场营销 Needs需要 Wants欲望 Demands需求 Market offering市场供应Marketing myopia营销短视 Exchange交换Market市场 Marketing management市场营销管理Production concept生产概念Product concept产品观念 Selling concept推销概念Marketing concept市场营销观念Societal marketing concept社会营销概念Customer relationship management顾客关系管理Customer-perceived value顾客认知价值Customer satisfaction顾客满意度 Consumer-generated marketing消费者产生的营销Partner relationship management伙伴关系管理Customer lifetime value顾客终生价值Share of customer顾客份额 Customer equity顾客资产 Internet互联网第二单元Strategic planning 战略规划 mission statement 使命陈述 business portfolio业务组合portfolio analysis 组合分析growth-share matrix 增长一份额矩阵product/market expansion grid产品/市场扩张矩阵market penetration 市场渗透 market development 市场开发product development 产品开发diversification 多元化downsizing 精简战略value chain 价值链 value delivery network 价值递送网络marketing strategy 市场营销战略 market segmentation市场细分 market segment 细分市场market targeting 市场营销战略positioning 定位differentiation 差异化marketing mix 市场营销组合 SWOT analysis SWOT分析 marketing implementation 市场营销执行 marketing control 营销控制 return on marketing investment 市场营销投资回报率第3章Marketing environment 市场营销环境 microenvironment微观环境Macroenvironment 宏观环境 marketing intermediaries营销中介Public公众 demography人口统计Baby boomers婴儿潮 generation X一代Millennials(generation Y) Y一代 economic environment经济环境Engel’s laws恩格尔定律 natural environment自然环境Environmental sustainability环境的可持续发展technological environment技术环境Political environment 政治环境cultural environment人文环境第四章Customer insights 顾客洞察力(见解) marketing information system 市场营销信息系统internal databases内部报告系统marketing intelligence营销情报系统marketing research 市场营销调研 Exploratory research探测性调研descriptive research描述性调研 Secondary data 二手资料commercial online databases在线商业数据库 Observational research 观察调研 ethnographic research 人种调研 Survey research调查研究 experimental research实验调研 Focus group interviewing 焦点小组访谈online focus groups在线焦点小组访谈Sample样本customer relationship management客户关系管理第五章Consumer buyer behavior 消费者购买行为Consumer market 消费者市场 Culture 文化Subculture 亚文化 Social class 社会阶层 Group 群体 Opinion leader 意见领袖Online social networks 在线社交网络Lifestyle 生活方式Personality 个性 Brand personality 品牌个性 Motive (drive) 动机Perception 认知过程 Learning学习Belief 信仰Attitude 态度Complex buying behavior 复杂购买行为Dissonance-reducing buying behavior 不和谐的购买行为Habitual buying behavior 习惯性的购买行为Variety-seeking buying behavior 追求多样化的购买行为Need recognition 需求识别Information search 信息搜索Alternative evaluation 另类评估Purchase decision 购买决策Postpurchase behavior 购后行为Cognitive dissonance 认知失调New product 新产品Adoption process开发过程第一章Marketing市场营销 p29The process by which companied create value for customers and build strong customer relationships in order to capture value from customers in return.企业为消费者创造价值并建立良好的顾客关系,以此从消费者身上获取利益作为回报的过程。

市场营销英文版Chapter-13Marketing-Channels-and-Supply-Chain-Management

市场营销英文版Chapter-13Marketing-Channels-and-Supply-Chain-Management

13 - 17
How a Distributor Reduces the Number of Channel Transactions
1 2 3 4 5 6 7 8 9
= Manufacturer
13 - 18
A. Number of contacts without a distributor MxC=3X3=9
13 - 2
Case Study
Caterpillar



Dominates world’s markets for heavy construction and mining equipment. Independent dealers are key to success Dealer network is linked via computers
13 - 1
Objectives


Comprehend how companies select, motivate, and evaluate channel members. Understand the nature and importance of marketing logistics and integrated supply chain management.
Factory
Ship
• Produce to forecast
Supplier
Ship
• Produce to forecast • Produce to order with lead time
13 - 8
What is a Supply Chain?
P&G or other manufacturer Jewel or third party Jewel Supermarket Customer wants detergent and goes to Jewel

市场营销学专业课程汉英对照表

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。

市场营销第十三版专业术语15-20翻译

市场营销第十三版专业术语15-20翻译

第十六章Personal selling 人员销售 salesperson 销售人员 sales force management 销售人员管理Territorial sales force structure 区域销售队伍结构 product sales force structure 产品销售队伍结构 customer sales product force structure 顾客销售队伍结构outside sales force(or field sales force) inside sales force 内部销售人员 team selling 团队销售 sales quota 销售配额 sales process 推销过程 prospecting 发掘preapproach 销售准备 approach 接近 presentation介绍 handing objections 处理争议 closing 成交 follow-up 顾客跟进和维持Sales promotion 销售促进 customer promotions 消费者促进 event marketing 事件营销 trade promotions交易促销 business promotions 产业促销第十七章Direct marketing直复营销 customer database顾客数据库 direct-mail marketing 直接邮寄营销 catalog marketing购物目录营销 telephone marketing电话营销direct-response television marketing 电视营销online marketing网络营销internet互联网 click-only companies 网络公司 click-and-momrtar companies网络和实体公司 business-to-comsumer online marketing 企业对消费者网络营销 b2b 企业对消费网络营销c2c消费者对消费者的网络营销c2b. 消费者对企业的网络营销Marketing Web site营销网站 online advertising网络广告 viral marketing病毒营销online social network网上社交网站第十八章1、Competitive advantage :竞争优势2、competitor analysis :竞争对手分析3、competitive marketing strategies 竞争营销战略4、identifying competitors:识别竞争者5、strategic group :战略集团6、benchmarking :标杆瞄准7、estimating competitors’ reaction :评估竞争者的反应8、customer value analysis :顾客价值分析9、designing a competitive intelligence system :设计竞争情报系统 10、competitive strategies 竞争战略(entrepreneurial marketing 创业营销 formulated marketing 规范化营销 intrepreneurial marketing 再创新营销) 11、basic competitive strategies :基本竞争战略(overall cost leadership 全面成本领先战略differentiation 差异化战略 focus 聚焦战略) 12、competitive position 竞争定位13、market leader :市场领导者 14、market challenger :市场挑战者 15、market follower :市场跟随者16、competitor-centered company:竞争性企业17、customer-centered company:顾客导向企业 18、market-centered company:市场导向企业第十九章Global firm全球企业Economic community 经济团体Countertrade 对等贸易Exporting 出口 Joint venturing 联合企业 Licensing 许可1Direct marketing直复营销 Contract manufacturing 合同制造Management contracting 管理合同 joint ownership 合资企业direct investment直接投资 standardized global marketing 标准化全球营销 adapted global marketing 调整的全球营销straight product extension 直接产品延伸product adaptation产品调整 product invention 产品创新 communication adaptation 沟通调整战略 whole-channel view 整体渠道观第二十章1.sustainable marketing 可持续营销2.consumerism 消费者保护主义3.environmentalism 环境保护主义4.environmental sustainability 环境可持续性5.consumer-oriented marketing 消费者导向的营销6.customer-value marketing 顾客价值营销7.innovative marketing 创新性营销8.sense-of-mission marketing 使命感导向的市场营销9.societal marketing 社会营销10.deficient product 缺陷产品11.pleasing products 满意产品12.salutary products 有益产品13.desirable products 讨好产品第十六章Personal selling 人员推销personal presentation by the firm's sales force for purpose of making sales and building customer relationships人员推销是指营销人员直接面对面地与顾客沟通,向顾客销售产品并与顾客建立持久关系为目的。

市场营销专业毕业论文中英文资料外文翻译文献

市场营销专业毕业论文中英文资料外文翻译文献

市场营销专业毕业论文中英文资料外文翻译文献毕业论文中英文资料外文翻译文献文献翻译原文Marketing theoryMcCarthy (E.J.Mccarthy) ,in 1960, also under the micro-marketingdefinition: Marketing is the responsibility of business activities, products and services will be directly from the producer towards the consumer or userin order to meet customer needs and the achievement of the company profits,but also a process of socio-economic activities with the aim to meet thesocial or human needs, to achieve social goals. this definition than in the United States, although the definition of marketing association a step forward that meet customer needs and realize the company's operating profit as a goal, but two definitions that marketing activities are production activities in the beginning of the end of the middle after a series of business sales activities, when the commodity to the user the hands of the end, the enterprise marketing activities and therefore is limited to the narrow scope of circulation, rather than operating as a business for sale throughout the entire process, including marketing research, product development, pricing, distribution, advertising, publicity reports, sales promotion, marketing staff, after-sales service andso on.Christian Grnroosto the definition and emphasized the purpose of marketing: Marketing is in the interests of a whole, through mutual exchange and commitment to establish, maintain, consolidate and consumers and other participants in the relationship between the parties to achieve the purpose. This definition has been in use ever since, until the summer of 2021 was revised. The new definition is nearly 20 years on the marketing of the first amendment to the definition, no wonder the majority of marketers attracteduniversal attention. The development of marketing theory has the following four stages:The first stage: start-up phase. Marketing in the late 19th century to 20 in the United States the world's creation of 20, due to industrial development and marketing at this time by a very narrow scope of the study, but research and commercial advertising network settings. Island in Illinois and other related courses at the universities. By the \of American Advertising\to\Advertising and Marketing Association of Science Teachers\to marketing research to ensure the organization. At this time of marketing research is characterized by: a. focus on marketing and advertising techniques, modern marketing theory, concepts, principles had yet to emerge; b. University research activities are basically confined to the classroom and a professor of the study, and also society and the business community did not receive attention.Phase II: Application stage. During the 20th century to the end of World War II 20 for the application stage, begun to take shape at this time, the United States began large-scale domestic enterprises to use marketing to operate businesses, open overseas markets, European countries have to follow. Established in 1931, \Marketing Association\Marketing preach, and in 1937 merged the two organizations, academia and the business community to absorb a wide range to join the Marketing from the University of the rostrum to the community. This stage of the development of marketing in the applications. The capitalist world in 1929 due to the outbreak of an unprecedented economic crisis, the economy of the Great Depression, large shrinkage in the purchasing power of a sharp decline in the community, the unprecedented sharp market. The whole capitalist economic crisis dealt a serious blow. This stage, marketing research is characterized by: a. there is no product to sell out of this narrow concept of; b. at a deeper study on the basis of a broader marketing and advertising technique; c. study in favor of selling the business organization set; d. beginning of the study of marketing theory to society, paying attention to the general business community.The third phase: the formation period of development. The 20th century, the 50's to 80's for the marketing stage of development, the U.S. military-industrial economy has begun to shift the public economic, social goods, the sharp increase in social productivity improved significantly, while the corresponding consumption level of residents has not been much improvement, market began to emerge in a state of oversupply. At this point the U.S. marketing expert R. Cox and W. Aderson the \sense of Marketing is to promote the potential producers and consumers of goods or services of any transaction activity.\the new marketing stage. Previously that the market is the end ofthe production process, is now considered to be the starting point of the production process; the original that is marketing to sell products, now that marketing through the investigation to understand the needs and desires of consumers, and production in line with consumer needs and desires goods or services, which meet the needs and desires of consumers; so that from the marketing companies to enter the framework of social vision and a clear management guidance.Phase IV: the mature stage. Since the 80's for the marketing of the mature stage, in: a. associated with other disciplines such as economics, mathematics, statistics, psychology, etc.; b. theory began to form their own system; 80 is the age of marketing revolutionary period, begun to enter the field of modern marketing, so marketing the new look.译文市场营销理论麦卡锡(E.J.Mccarthy)于1960年对微观市场营销下了定义:市场营销是企业经营活动的职责,它将产品及劳务从生产者直接引向消费者或使用者以便满足顾客需求及实现公司利润,同时也是一种社会经济活动过程,其目的在于满足社会或人类需要,实现社会目标。

市场营销专业外语教程课本翻译【6~13页】

市场营销专业外语教程课本翻译【6~13页】

【这是从第6页翻译到13页】关注市场而不是产品一个组织的消费者和客户在决定组织的使命是非常重要的,一般来说,许多组织是根据他们所生产的产品来确定他们的业务(我们的业务就是镜子),很多情况下他们都是用自己提供的产品或者服务类型来给组织命名,(例如,美国烟草、何美尔肉品、国民破产登记、港视图保护和下载协会)很多这些组织发现,当产品和即使都是变成过时的时候,他们的使命便不再具有相关性,组织的名字也不再能描述他们是做什么的,这样的话,就需要用一个更经久不衰的方式定义组织的使命。

在最近几年,因此,使命陈述的一个关键特征变成了关注表面焦点而不是内在。

换句话来说,使命陈述应该集中于组织所寻求去满足的更广泛的需求(外部焦点),不是集中在组织目前所提供的物质产品或者服务(内在焦点),这些市场导向的公司以在他们的竞争对手之前不断抢占市场机会并作出回应的能力而脱颖而出。

彼得德鲁克应经清晰陈述过这些原则了:一个业务不是由一个公司的名字、地位或者公司的条款来定义的,而是由消费者在购买产品或者服务时的满足感确定的。

满足消费就是每个业务的使命和目标。

关于”我们的业务是什么“这个问题,因此,只能从业务的外部,从消费者和市场的观点来回答。

当彼得德鲁克谈及商业组织时,非营利机构和政府机构都会有相同的需求(必然性),这需求就是依据服务特定的消费者或顾客群体并满足某一特定种类的需求来陈述自己的使命。

可实现性:当一个使命陈述能将一个组织向一个更有效的绩效方面延伸,那么同时,它也应该是现实的和可先实现。

换句话来说,它应该为新的机会打开视野,而不是导致组织进入远远超出自己能力的不现实的商业冒险。

激励性(动机):一个准确定义的使命的一个方面(但很重要)的好处就是引导,这个引导提供给员工和管理者们在地理分散的单元和独立的任务上工作。

它提供了发生在组的各种活动外的共同目标感。

因此,这样的最终的结果就像销售,病人的照顾,学生毕业,暴力犯罪事件的减少,这些能被看做是小心追求和使命的实现的结果,而不是使命本身。

市场营销术语英汉对照词典

市场营销术语英汉对照词典

《市场营销术语英汉对照词典》郭国庆高等教育出版社AA bility 能力Absolute product failure 绝对的产品失败Abstract or executive summary 摘要或结语Acceleration principle 加速原理Access discrimination 进入歧视Accomplish 完成Accounting 会计Accounting cost 会计成本Acounting profit 会计利润Acknowledgment response 感知性反应Acquisition 资产或产权的购置,兼并Action close 行动性结尾,鼓励性结尾Action research 动作研究Active export 主动出口A ctive listening 积极地倾听Actual products 现实产品Adaptability 应变力Adhocracy 特别结构Adjourning 解散Adjustment 调整Administrated vertical marketing system 管理型垂直营销系统Administrative principle 管理原则Adoption curve 采用曲线Adoption process 采用过程Advanced marketing 高级营销学A dvantage 优勢Adverse selection 逆向选择中央商业区Centrality 集中性Centraliazation 集权化Cents-off deals 降价出售Certificates 证书,执照Ceteris puribus assumption “ 其他条件不变” 的假设Ceteris puribus demand curve 其他因素不变的需求曲线Chamberlin model 张伯伦模型Change agent 变革促进者Change in demand 需求变化Change in quantity demanded 需求量变化Change in quantity supplied 供给量变化Change in supply 供给变化Chain ratio method 连锁比率法Channel competition 渠道竞争Channel conflict 渠道冲突Channel cooperative 渠道合作Channel differentiation 渠道差异化Channel level 渠道层次Channel of distribution 分销渠道Channel promotion 渠道促销Channel system competition 渠道系统竞争Chaos theory 混沌理论Charge 收费,费用Charismatic authority 竭尽忠诚的权力Charismatic leaders 魅力型领导者Charity principle 博爱原则Chartered Marketer 特许营销师,特许市场师Cheap clearance sale 底货贱卖Cheap-goods strategy 便宜货战略(低质低价)Choice 选择City marketing 城市营销Citizen-action publics 市民行动公众Clan control 小团体控制Clan culture 小团体文化Classical approach 传统研究法Classified advertising 分类广告Client market 委托人市场,客户市场Closed-end questionnaire 封闭式问卷Closed set 闭集Club marketing programs 俱乐部营销方案Coalition 联合团体Coase theorem 科斯定理Cobb-Douglas production function 柯布 - 道格拉斯生产函数Cobweb model 蛛网模型Coercive power 强制权Cognitive dissonance 认知差异Cognitive theory 认识理论Cohesiveness 凝聚力Collaborative 协作网络Collaborative management 合作型管理Collective bargaining 集体协议工资Collectivity stage 集体化阶段Collusion 合谋Combo ( combination ) store 康保商店Command economy 指令经济Commerce 商业Commercial auction 商业拍卖Commercial communication 商业传播Commercial sources 商业来源Commercial transaction 商业交易Commercialization 商业化Commission 佣金,委托Commission agent 佣金商Commission house 佣金商店Commodity 商品Commodity approach 商品研究法Commodity combination 商品组合Commodity market 商品市场Commodity space 商品空间Common property 公用财产Communication 沟通,传播Community shopping center 社区购物中心Company sales force 公司销售人员Company store 公司门市部Comparable worth 可比较价值Comparative advantage 比较利益Comparative marketing 比较营销Comparative static analysis 比较静态分析Comparison advertising 比较广告Compatibility 适配性Compensated budget line 补偿预算线Compensated demand function 补偿需求函数Compensating variation in income 收入补偿变量Compensation 补偿,赔偿Compensation principles 补偿原则Competitive advantage 比较优势Competitive benchmarking 竞争性基准Competitive depositioning 竞争废位Competitive market 竞争性市场Competitive-oriented pricing 竞争导向定价Competitive-parity method 竞争对等法Competitor 竞争者,竞争对手Competitor's marketing strategies 竞争者营销战略Complaint 抱怨Complement goods 互补品Complete information 完全信息Completeness 完备性Completely automated telephone surveys (CATS) 全自动电话调查Complexity 复杂性Computer-aided design (CAD) 计算机辅助设计Computer-automated manufacturing (CAM) 计算机自动生产Computer-aided telephone interviewing 电脑辅助电话访问Concave 凹Concave function 凹函数Concave preference 凹偏好Concentrated marketing 集中营销Concentric diversification 同心多角化Concept development 观念发展Concept testing 观念试验Condition for efficiency in exchange 交换的最优条件Condition for efficiency in production 生产的最优条件Confrontation 对话Confrontation meeting 碰头会Confused positioning 模糊定位,定位混乱Conglomerate 联合企业Consistence 一致性Consortia 企业联合Constant cost industry 成本不变产业Constant returns to scale 规模报酬不变Constancy of purpose 永久性目标Constraints 约束Consumer adoption process 消费者采用过程Consumer budget 消费者预算Consumer buying behavior 消费者购买行为Consumer choice 消费者选择Consumer cooperative 消费合作社Consumer credit 消费者信贷Consumer demand 消费者需求Consumer equilibrium 消费者均衡Consumer loyalty 消费者忠诚Consumer market 消费者市场Consumer optimization 消费者优化Consumer preference 消费者偏好Consumer privacy 消费者隐私Consumer products 消费品Consumer promotion 消费者促销Consumer research 消费者研究Consumer rights 消费者权利Consumer spending 消费者支出Consumer surplus 消费者剩余Consumer test 消费者测验Consumer theory 消费者理论Consumer's expectations 消费者期望,消费者预期Consumer's expenditure 消费者支出Consumer's organization 消费者组织Consumer's risk 消费者的风险Consumer's surplus 消费者剩余Consumerism 消费者主义Consumer-oriented marketing 消费者导向的营销Consumption 消费Consumption bundle 消费束Consumption combination 消费组合Consumption pioneers 消费前卫,消费先锋Consumption possibility curve 消费可能曲线Consumption possibility frontier 消费可能性前沿Consumption set 消费集Consumption space 消费空间Containerization 集装箱化Contests 竞赛Contingency approach 权变理论Contingency plan 应变计划Continuity 连续性Continuous function 连续函数Continuous process production 连续加工生产Contract carrier 合同运输业Contract chain 合同连锁,契约连锁Contract curve 契约曲线Contract manufacturing 合约制造Contract market 合同市场Contract price 合约价格Contract sales 订约销售Contractual Joint venture 契约型联合经营,合作经营Contractual service 订约服务,承包劳务Contractual vertical marketing system 契约型垂直营销系统Controllable variables 可控制的变数Convenience 便利性Convenience goods 便利品Convenience products 便利品Convenience store 方便商店Conventional supermarket 传统的超级市场Conversional marketing 改变营销Convex 凸Convex preference 凸偏好Convex set 凸集“Cooling-off”law “ 冷却” 律Cooperative advertising 合作广告Cooperative advertising allowance 合作广告津贴Cooperative management 合作经营Cooperative marketing 合作营销Cooperative shop 合作商店Cooperative society 合作社,产业合作社,消费合作Cooperative store 合作商店Cooperative wholesale market 合作批发市场Copyright 版权,著作权Core beliefs 主要信念,关键信念Core product 核心产品Corporate social performance 公司社会表现Corporate social responsibility 公司社会责任Corporate social responsiveness 公司社会反应Corporate vertical marketing system 法人型垂直营销系统Corporate image advertising 企业形象广告Corporate marketing ethics policies 企业营销伦理政策,企业营销道德规范Corporate Web site 企业网址Corporation 公司Correlation analysis 相关分析Cost 成本Cost benefit analysis 成本收益分析Cost function 成本函数Cost minimization 成本极小化Cost-oriented pricing 成本导向定价Cost-plus pricing 成本加成定价Countermarketing 反营销Countertrade 对等贸易Contextual dimension 关联性维度Coupons 奖券,优惠券Cournot equilihrium 古诺均衡Cournot model 古诺模型Craft technology 技艺性技术Creative concept 创新观念Creative department 创造性部门Critical incident 关键事件Cross-price elasticity 交叉价格弹性Cross-selling 交叉销售Cultural environment 文化环境Cultural factors 文化因素Cultural pollution 文化污染Cultural shift 文化变迁Cultural values 文化价值Culture 文化Culture strength 文化强度Cumulative quantity discount 累计数量折扣Current assets 流动资产Current liabilities 流动负债Customer complaint 客户抱怨Customer database 客户数据库Customer equity 顾客权益Customer lifetime value 客户终生价值Customer management 客户管理Customer needs 客户需要Customer oriented approach 客户导向法Customer perceived value 客户感知价值Customer problem analysis 客户问题分析Customer relationship 客户关系Customer relationship management 客户关系管理Customer satisfaction 客户满意,客户满意度Customer service 客户服务Customer share 客户份额,客户占有率Customer survey 客户调查Customer value 客户价值,顾客价值Customer value delivery network 顾客价值传递网络Customer-centered marketing strategy 以客户为中心的营销战略Customer-driven marketing strategy 客户驱动的营销战略,客户导向的营销战略Customerization 客户化,客户自己设计订购的产品Customer-segment pricing 顾客细分定价Customizaion 定制,客户定制Customized marketing 定制营销DD ata collection 数据收集Data confidentiality 数据保密Data mining techniques 数据挖掘技术D ata research 数据研究Data warehouse 数据仓库Dead-weights loss 重负损失Dealer 经销商Dealer sales contests 经销商销售竞赛Dealer test 中间商试验Decentralization 分权Deceptive advertisements 欺骗性广告Deceptive practice 欺骗行为Deceptive pricing 欺骗定价Decider 决定者Decision 决策Decision approach 决策法Decision maker 决策人Decision-making approach 决策研究法Decision-making process 决策程序Decision-making unit 决策单位Decision premise 决策前提Declining markets 衰退市场Decline stage of product life cycle 产品生命周期衰落期Decoding 解码Decreasing cost industry 成本递减产业Decreasing returns to scale 规模报酬递减Deduction 演绎法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Delayed quotation pricing 推迟报价定价Demand 需求Demand analysis 需求分析D emand characteristics 需求特征Demand curve 需求曲线Demand elasticity 需求弹性Demand forecast 需求预测Demand function 需求函数Demand management 需求管理Demand-oriented pricing 需求导向定价Demand price 需求价格Demand schedule 需求表Demarketing 减少营销Democracy management 民主管理Demographic environment 人口环境Demographic market 人口市场Demographic segmentation 人口细分Demonstrations 展示、表演Department store 百货商店Departmentalization 部门化Dependability 可靠性Depreciation 折旧Deregulation 放松管制Derivative 导数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Developmental marketing 开发营销Dialectical inquiry methods 辩证探求法Difference equation 差分方程Different responses 差别反应Differential equation 微分方程Differential rate system 差别报酬系统Differentiated defender strategy 差异化防御战略Differentiated good 差异商品Differentiated marketing 差异化营销Differentiated oligoply 差异寡头Differentiation over time 不同时间的差异Differentiation strategy 差异化战略Differentiation 差异化Differentiation strategy 差别化战略Diffusion of innovation theory 创新扩散理论Dimension 维度,因素Dimensions of quality 质量维度Dminishing marginal substitution 边际替代率递减Diminishing marginal return 收益递减Diminishing marginal utility 边际效用递减Direct approach 直接法Direct costing profitability analysis 直接成本盈利性分析Direct export 直接出口Direct foreign investment 直接对外投资Direct interlock 直接交叉Direct investment 直接投资Direct leasing 直接租赁Direct mail 直接邮件Direct mail advertising 直邮广告Direct mail selling 直接邮售Direct marketing channel 直接营销通路D irect product profitability (DPP) 直接产品盈利性 / 利润率Direct purchasing 直接购买Direct response promotion 直接反应促销Direct sales 直接销售Direct sales force 直接销售人员Direct selling 直接推销Direct services 直接服务Direct shipment 直接装运Direct taxes 直接税Direct transaction 直接交易Discount 折扣Discount chain 折扣连锁Discount/premium price policies 折扣 / 溢价策略D iscount rate 贴现率,折扣率Discount retailing 折扣零售业Discount store 廉价商店(或折扣商店)Discretionary buying power 可随意支配的购买力Discretionary funds 自主资金Discriminate analysis 差异分析法Discriminatory adjustments 歧视价格调整Discriminatory pricing adjustments 歧视定价调整Diseconomies of scale 规模不经济Disequilibrium 非均衡Disintermediation 非居间化Disjunctive model 分离模型Display allowance 陈列补贴,展示补助D isplay space 陈列空间Disposable income 可支配收入Dissatisfied consumers 不满意的消费者Dissonance-attribution hierarchy 不和谐 - 归属层次结构Distinctive competencies 特殊能力Distribution centre 分销中心,流通中心Distribution channel 分销渠道,流通渠道Distribution channel designs 分销渠道设计Distribution channel objectives 分销渠道的目标Distribution cost 分销成本,流通成本Distribution cost analysis 分销成本分析Distribution decisions 分销决策Distribution policies 分销策略,分销政策Distribution mix 分销组合Distribution theory of marginal productivity 边际生产率分配论Distributor/store (private lables) brands 分销商 / 私有品牌Distributors 分销商Divergence 趋异Diversification 多元化,多角化,多样化Diversified company 多角化经营公司Diversified marketing 多角化营销Diversified retailing 多角化经营的零售业Diversity 多样性,差异性Divest strategy 放弃战略Divestment or liquidation 收回投资或清算Divisibility 可分割性Division of labor 劳动分工Divisional form 事业部模式Dividend 红利Dogs 瘦狗类Domain 领域Domicile marketing 住所营销Domestic target marketing strategies 国内目标营销战略Donor markets 捐赠人市场Door to-door retailing 上门推销零售Downward mobility 降职流动Dropping products 放弃产品Dry cleaning 干洗Dual/two channel distribution systems 双重分销系统Dual-core approach 二元核心模式Duality 对偶Dumping 倾销Duoupoly 双头垄断,双寡Duplication (媒体)重复DuPont 杜邦公司Durability 耐用性Durable goods 耐用品Dynamic analysis 动态分析Dynamic engagement 动态融合Dynamic models 动态模型Dynamic network 动态网络Dynamic pricing 动态定价EE-auctions 网络拍卖Ebay 电子海湾公司Early adopters 早期采用者Early majority 早期多数E arnings per share 每股收益E-business 电子企业Ecological imperative concept 生态强制观念E-commerce 电子商务Economic agents 经济行为者Economic community 经济共同体Economic conditions 经济条件,经济形势,经济环境Economic cost 经济成本Economic criteria 经济标准Economic efficiency 经济效率Economic environment 经济环境Economic goods 经济物品Economic man 经济人Economic mode 经济模型Economic order quantity ( EOO )经济订货数量E conomic power 经济权Economic profit 经济利润Economic region of production 生产的经济区域Economic regulation 经济调节Economic rent 经济租金Economic risks 经济风险Economic situation 经济形势Economics 经济学E conomies of scale 规模经济Economizing behavior 节约行为Economy 经济Economy of scale 规模经济Edgeworth box diagram 埃奇沃思图Edgeworth contract curve 埃奇沃思契约线Edgeworth model 埃奇沃思模型Education services 教育服务Effectiveness 有效性Efficiency 效率Efficiency parameter 效率参数Elaboration stage 精细阶段Elastic demand 弹性需求Elasticity of demand 需求弹性Elasticity of substitution 代替弹性Electrolux 伊莱克斯E lectronic data-processing (EDP) 电子数据处理E-mail 电子邮件E-marketing 电子营销Embargo 禁运Emergency goods 急需品,应急品Emerson Electric 爱默生电气Emotional appeals 情感诉求Empathy 移情作用Empirical evidence 经验性实例,经验证据Employee-oriented style 员工导向型风格Empowerment 授权Encoding 解码End use 最终使用End user 最终用户Endogenous variable 内生变量End-user computing 终端用户计算系统Endorsement execution style 背书方式Endowment 禀赋Endowment of resources 资源禀赋Engineering 工程设计Engel curve 恩格尔曲线Engle's Laws 恩格尔法则Enlightened marketing 开明营销,启迪营销Entrepreneur 企业家Entrepreneurship 企业家精神Entrepreneurial stage 创业阶段Entrepreneurial strategy 企业家战略Entry barriers 进入壁垒Entry/exit decision 进出决策Entry strategies 进入战略Environmental factors 环境因素Environmental management perspective 环境管理视角Environmentalism 环境保护主义,环境论Environmental scanning 环境扫描,环境分析Environmental strategy 环境战略Envolope curve 包络线E-procurement 电子化采购,电子采购Equilibrium 均衡,平衡Equilibrium Condition 均衡条件Equilibrium price 均衡价格Equilibrium quantity 均衡产量Equity 净资产Equity theory 公平理论Equivalent variation in income 收入等价变量Equalization 平衡Escalating commitment 顽固认同Espoused value 信仰价值Establishment 机构Esteem needs 尊重需要E-tailers 网上零售商,网络零售商,电子零售商Ethic issues 伦理问题,道德问题Ethic ombudsperson 伦理巡视官Ethical audit 伦理审计Ethnic composition 种族构成Ethics 道德,伦理Ethics of marketing 营销伦理,营销道德Ethnocentric manager 种族主义的管理者Ethnographic research 民族学研究,人种研究European Community 欧共体Evaluation 估价,评价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 评估替代方案,评价各种选择Evaluation of brands 品牌评估Event sponsorship 事件赞助Everyday low pricing (EDLP) 每日低价策略Evidence management 证据管理Evoked set 引发的组合Evolution of market 市场演变Excess-capacity theorem 过度生产能力定理Excessive markups 过分涨价,过度加成Excess supply 过度供给Exchange 交换,交易所Exchange contract curve 交换契约曲线Exchange efficiency 交换效率Exclusion 排斥性,排他性Exclusion principle 排他性原则Exclusive assortment 独家货色Exclusive dealing 独家交易Exclusive distribution 独家分配Exclusive outlet selling 独家渠道推销Exclusive territories 独家推销区域Executive summary 执行摘要Exhibition media 展示广告媒体Existence 存在性Existence of general equilibrium 总体均衡的存在性Existing market 现有市场Exit barriers 退出壁垒Exogenous variables 外生变量Expansion path 扩张途径Expectancy theory 期望理论Expectation measures 预期测度Expectations of customers 顾客期望Expectations-performance theory 预期—性能理论,期望—绩效理论Expected unit sales 预计产量E xpected utility 期望效用Expected value 期望价值Expense budget 支出预算Expense center 费用中心Expense report 费用报告Experience 经验Ex perience curve 经验曲线Experimented method 实验法Experiential marketing 体验营销,体验式营销Experiential sources 经验来源,体验来源Experimental research 实验性研究,实验调研Expert channel 专家渠道Expert opinion 专家意见法Ex pert power 专长权E xplicit cost 显性成本Exploratory research 探测性研究Exponential smoothing 指数平滑法Export agents 出口代理(商)Export department 出口部,外销部Ex port jobbers 出口批发商Export management company 出口管理公司Ex port merchants 出口贸易商Exporting 出口Export-import agent middlemen 进出口代理中间商Extended use strategy 扩大使用战略Extending volume growth 扩大市场份额Extensive order 大批定货Extensive problem solving 广泛地解决问题External adaptation 外部适应性External audit 外部审计External benefit 外部收益External cost 外部成本External data sources 外部数据来源External diseconomy 外部不经济External economy 外部经济External idea sources 外部主意来源External environment 外部环境External marketing 外部营销External publics 外部公众External stakeholders 外部利益相关者External stimuli 外部刺激Externalities 外部性Extranets 外联网,外部网Extrapolation of past sales trends 过去销售趋势推测法Extrinsic rewards 外部奖励Ex-user 曾经使用者FFacilitators 辅助商Factor 代理商,融资商,要素F actor analysis 因素分析法Factor demand 要素需求Factor market 要素市场Factors of production 生产要素Factor substitution 要素替代Factor supply 要素供给Factoring 代理融资Factory outlets 工厂自销门市部,厂家直销店,厂家直销中心F ads 时尚,时潮Fair competition 公平竞争Fair trade 公平贸易Fallacy of composition 合成谬误Falling demand 下降的需求False wants 伪造需要,错误需要Family brand 家族品牌Family brand decision 家族品牌决策Family group 家庭集团Family life cycle 家庭生命周期Family packaging 类似包装F amily structure 家庭结构Farm products 农产品Fashion 时尚Fast-moving consumer goods (FMCG) 快速变动的消费品Fear appeals 恐惧诉求,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 反馈Feedback data 反馈数据Field test marketing 实地市场测试Field warehousing 现场存货Final goods 最终产品Financing 融资Financial forecasting 财务预测Financial intermediary 金融中间人,金融中介Financial lease 金融租赁Financial publics 金融公众Financial statement 财务报表Firm 企业Firms'demand curve for labor 企业劳动需求曲线Firm supply curve 企业供给曲线First-degree price discrimination 第一级价格歧视First-order Condition 一阶条件Fit and finish 结实度与外观Fixed costs 固定成本Fixed input 固定投入Fixed prices 固定价格Fixed proportions production function 固定比例的生产函数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 hierarchies 扁平型结构Flat organizational structure 扁平的组织结构Flexible budget 弹性预算Flexible pricing 灵活定价Flow 流量Fluctuating demand 波动的需求Fluctuation 波动FOB origin pricing F OB 产地定价Focus group interview 焦点小组访谈Focus strategy 集中战略Followers 追随者Fo1low-the-leader pricing 随着市场领导者定价Force-field theory 场力理论Force relationship 强行关系法Ford 福特公司Foreign market 国外市场Foreign market survey 国外市场调查F oreign middlemen 国外中间商Foreign operation 国外业务经营Foreign purchases 国外采购Foreign sales 国外销售Foreign trade 对外贸易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 前向一体化Form utility 形式效用Formal authority 合法权力Formal channel of communication 正式沟通渠道Formal product 形式产品Formal systematic appraisal 正式的系统评估Formalization stage 规范化阶段Franchise 特权,特许权,专营权Franchise organization 特许经营组织Franchised outlets 特许经营商店Franchised system 特许经营系统Franchiser 特许经营所有者Franchisee 被授予特许经营者F ree call numbers 免费电话号码Free competition 自由竞争Free entry 自由进入F ree goods 免费商品F ree maintenance 免费保养F ree mobility of resources 资源自由流动Free rider 搭便车,免费搭车F ree trade zones 自由贸易区Freight-absorption pricing 运费免收定价Freight forwarder 发运业者,货物运输报关行Frequency 频率F ringe benefits 小额津贴Frontal attack strategy 正面进攻战略Full-cost approach 全部成本法Full-cost pricing 全部成本定价F ull costing pro f itability analysis 全成本盈利性分析Full coverage 全面涵盖Full demand 充分需求Full-function wholesaler 完全职能批发商Full partnerships 全面伙伴关系Full-service retailing 完全服务零售业Full-service wholesaler 完全服务批发商Function 函数Functional approach 职能研究法F unctional competencies and resource allocation 职能能力与资源分配Functional cost 职能成本Functional discounts 职能折扣Functional distribution 职能分销F unctional e ff iciency 职能效率Functional grouping 职能组合Functional marketing organization 职能营销组织Functional organization 职能组织F unctional organization o f sales f orce 按销售职能组织销售队伍F unctional organizational structure 职能型组织结构Functional performance 功能性能Functional pricing 职能定价Functional strategy 职能战略Future value 未来值GGame theory 博弈论Games 比赛Gap 差距Gatekeepers 信息控制者,信息传递者Gender segmentation 性别细分G eneral behavioral descriptors 一般行为变量G eneral Electric ( G E) 通用电气General Electric approach 通用电气公司法General environment 一般环境General equilibrium 总体均衡General financial condition 一般财务状况G eneral Foods Corporation 通用食品General goods 一般商品General manager 总经理G eneral merchandise discount chains 大众商品折扣连锁店General merchandise stores 综合商店G eneral Motors 通用汽车General publics 普通公众General store 普通商店General wholesaler 一般商品批发商Generalist 全面战略Generic competitors 一般竞争者Generic product 未注册的产品Generic use of brand names 品牌名称的未注册使用Generational marketing 世代营销Geocentric manager 全球化管理者Geodemographics 区域人口统计特征Geographic adjustments 地理调整G eo g raphic distribution 地理分布Geographic organization 按地理划分的组织Geographic grouping 区域组合Geographic segmentation 地理细分G eo g raphical or g anization of sales force 按地区组织销售队伍Geographical pricing 地区性定价Gestalt theory of learning 学习的格式塔理论Giffen's Paradox 吉芬之谜G illette 吉列剔须刀Gini coefficient 吉尼系数Global adjustments 全球调整Global advertisers 全球广告主Global company 全球公司Global elite consumer segment 全球精英消费品市场Global expansion 全球扩张Global geographic structure 全球区域结构Global industry 全球产业,全球行业Global marketing control 全球营销控制Global markets 全球市场Global niche strategy 全球补缺战略Global standardization strategy 全球标准化战略Global strategic partnership 全球战略伙伴关系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Goals down-plans up planning 高管下达指标和自下而上相结合的计划Going-on-rate pricing 随行就市定价法Goldenrule 黄金规则G oods producers 产品制造商Goodwill 企业商誉,信誉G oodyear 固特异轮胎Gossip chain 传言链G overnment a g encies 政府机构Government bulk-buying 政府大宗采购Government bureaucracy 政府官僚作风,政府官僚机构,政府官僚体制G overnment buyers 政府采购者Government expenditure 政府支出Government failure 政府失败Government intervention 政府干预Government markets 政府市场Government procurement 政府采办,政府采购Government publics 政府公众G overnment re g ulation 政府管制,政府调控Grade label 分等标贴Grading 分等Grand utility possibility curve 总效用可能曲线Grand utility possibility frontier 总效用可能前沿Grapevine 传言网Greenhouse effect 温室效应Green movements 绿色运动,环保运动Grey market 灰色市场Group interviewing 群体访谈,群组访问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,总评分值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G rowth sta g e of product life cycle 产品生命周期成长期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Growth-share matrix 增长 - 份额矩阵,市场增长率 - 相对市场占有率矩阵Guarantees 保证Gucci 古琦(世界著名时装品牌)HHaagen-Dazs 哈根达斯Hard-core loyalist 铁杆忠诚者Hard selling 强行推销H ard tec h nology 硬技术H arvard Business Review 《哈佛商业评论》Harvest 收获Harvesting pricing 收获定价法H arvesting strategy 收获战略Hawthorne effect 霍桑效应Health care 医疗保健Health maintenance organizations (HMOs) (美国)卫生保健组织Heavy user 大量使用者Heavy user target marketing 大量使用者目标营销Heinz 亨氏食品Helpfulness 有益性Henkel 汉高Hertz 赫兹(美国汽车租赁巨头)Heterogeneous product 异质产品Heuristic principles 启发性原理Hewlett-Packard 惠普公司Hicks-kaldor welfare criterion 希克斯 - 卡尔多福利标准Hierarchy 科层制度Hierarchy of needs 需要层次H ierarc h y of strategy 战略层次High cost of distribution 高分销成本High-low pricing strategy 高低价战略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 高介入产品High-involvement purchase 高介入购买High-pressure selling 高压推销High-velocity environments 高倍速环境High market share 高市场份额Hilton 希尔顿Hiring specification 招聘细则Hit-and-run strategy “ 一槌子买卖” 战略(低质高价)Holding company 控股公司Holding strategy 保持战略Holiday Inns 假日旅馆Home market 国内市场Homogeneity 齐次性Homogeneous demand function 齐次需求函数Homogeneous market 同质市场Homogeneous product 同质产品Homogeneous production function 齐次生产函数Home shopping channel 在家购物渠道Honda 本田Horizontal channel competition 水平渠道竞争Horizontal channel conflict 水平渠道冲突Horizontal diversification 水平多角化Horizontal industrial markets 水平产业市场Horizontal integration 水平一体化Horizontal linkage model 横向联系模型Horizontal marketing system 水平营销系统Household 家庭House to house salesman 上门推销员Human capital 人力资本Human concept 人性观念Human needs 人的需要Human risks 人力风险Human wants 人类欲望Hybrid structure 混合结构Hybrid technology 混合技术Hypermarket 特级市场Hypothesis 假说IIBM 国际商用机器Iceberg principle 冰山原理Idea champion 构思倡导者Idea for new products 新产品创意 / 构想Idea generation 寻求创意Idea marketing 思想营销Idea-screening process 创意筛选过程Ideal-brand process 理想品牌法Ideal business 理想业务Identification of segments 识别细分市场Identity 恒等式Illinois Tool Works 伊利诺斯工具厂Image 形象Image persistence 形象持久性Image pricing 形象定价Imitative positioning 模仿定位Imitative strategy 模仿战略Impact evaluation 影响评估Imperfect competition 不完全竞争Impersonal sources 非个人的信息来源Implementation 实施Implementation and control of marketing programs 营销计划的执行和控制Implicit cost 隐性成本Improvements or revisions of existing products 现有产品的改良或修正Impoverished management 放任式管理Impulse goods 冲动物品Inbound marketing 客户拨入电话预约(预定)营销,接听电话营销Incentive promotion 激励促销Income 收入Income compensated demand curve 收入补偿需求趋向Income constraint 收入约束Income consumption curve 收入消费曲线Income distribution 收入分配Income effect 收入效应Income elasticity of demand 需求收入弹性Income statement 损益表I ncreased penetra tion strategy 增加渗透战略Increasing cost industry 成本递增产业Increasing returns to scale 规模报酬递增I ncremental change 渐进式变革Independent store 独立商店Index number 指数Index-of-buying-power method 购买力指数法Indifference 无差异Indifference curve 无差异曲线Indifference map 无差异族Indifference relation 无差异关系Indifference set 无差异集Indirect approach 间接法Indirect business 间接买卖I n di rect cos ti ng pro fi ta bili ty analy si s 间接成本盈利性分析Indirect demand 间接需求Indirect expense 间接费用Indirect export 间接出口Indirect trade 间接贸易Individual analysis 个量分析Individual brand 个别品牌Individual demand curve 个人需求曲线Individual demand function 个人需求函数Individual value 个人价值Induced variable 引致变量Induction 归纳法Industrial consumer 产业消费者Industrial goods 产业用品Industrial goods channels 产业用品分销渠道Industrial markets 产业市场Industrial marketing 产业营销Industrial product 产业用品Industrial store 产业用户商店Industrial users 产业用户Industry 产业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 equilibrium 产业均衡Industry evaluation 产业评估Industry evolution 产业演变Industry supply curve 产业供给曲线Inefficiency 缺乏效率Inelastic 缺乏弹性的Inelastic demand 缺乏弹性的需求Inferior goods 劣品Inflection point 拐点Influencer 影响者Infocommunications Industry 信息通信行业。

市场营销专业英语翻译

市场营销专业英语翻译

Idea ScreeningThe primary function of the ideas screening process is twofold:first,to eliminate ideas of new products that could not be profitably marketed by the firm,and second,to expand viable ideas into full product concepts.New product ideas may be eliminated either because they are outside the fields of the firm’s interest or because the firm does not have the necessary resources or technology to produce the product at a profit.Generally speaking,the organization has to consider three categories of risk(and its associated risk tolerance)in the idea screening phase prior to reaching a decision: 1.Strategic risk.Strategic risk involves the risk of not matching the role or purpose of a new product with a specific strategic need or issue of the organization.If an organization feels it necessary to develop certain types of radical innovations or products new to the company in order to carry out long-term strategies,then management must be willing to dedicate necessary resources and time to pursue these type projects.2.Market risk.Market risk is the risk that a new product won’t meet a market need in a value-added,differentiated way.As products are being developed,customer requirements change and new technologies evolve.Management must be willing and able to shift its new product efforts to keep pace with change.3.Internal risk.Internal risk is the risk that a new product won't be developed within the desired time and budget. Up front,management must decide the level of commitment it will extend in terms of time and budgetary expenditures to adequately ensure the completion of specific projects. Concurrently,progress goals must be established so that "proceed" or "do not proceed" decisions can be reached regarding continuation of projects.In evaluating these risks,firms should not act hastily in discounting new product ideas solely because of a lack of resources or expertise.Instead,firms should consider forming joint or strategic alliances with other firms.A strategic alliance is a long-term partnership between two organizations designed to accomplish the strategic goals of both parties. Potential benefits to be gained from alliances include (1) increased access to technology,funding,and information;(2)market expansion and greater penetration of current markets;and(3)de-escalated competitive rivalries.Motorola is a company that has prospered by forming numerous joint ventures with both American and foreign companies.Ideas that appear to have adequate profit and offer the firm a competitive advantage in the market should be accepted for further study.创意筛选创意筛选过程的主要功能是双重的:首先,消除不能由公司来销售获利的新产品理念,二是扩大可行的理念融入到整个产品的概念中。

市场营销学英文版第13版

市场营销学英文版第13版

市场营销学英文版第13版I'm sorry, but I cannot provide verbatim excerpts from copyrighted texts. However, I can provide a generaloverview of the content covered in the 13th edition of Marketing Management by Philip Kotler and Kevin Lane Keller.The 13th edition of Marketing Management covers a wide range of topics related to marketing, including the latest trends and developments in the field. Some of the keytopics covered in the book include:1. The marketing process: The book explores the various steps involved in the marketing process, from understanding customer needs and wants to developing and implementing marketing strategies.2. Marketing research and analysis: The book discusses the importance of market research and analysis indeveloping effective marketing strategies. It covers topics such as customer segmentation, targeting, and positioning.3. Marketing strategy: The book provides insights into developing and implementing marketing strategies that align with the overall goals and objectives of the organization.It covers topics such as product development, pricing, distribution, and promotion.4. Marketing communication: The book explores the various tools and techniques used in marketingcommunication, including advertising, public relations, sales promotion, and personal selling.5. Marketing ethics and social responsibility: The book discusses the importance of ethical marketing practices and social responsibility in today's business environment.Overall, the 13th edition of Marketing Management provides a comprehensive overview of the key concepts and principles of marketing, making it an essential resourcefor students and professionals in the field.。

市场营销专业英语3

市场营销专业英语3

翻译:1.Not only do they simplify product handling or tracing, they also help organize inventory and accounting records and offer the firm legal protection for unique product features or elements.它们不仅仅简化了产品处理和追踪,而且有助于管理存货和会计记录,并为企业所具有的独特产品性能或成分提供法律保护。

2. Brand loyalty provides predictability and security of demandfor the firm and creates barriers to entry that make it difficult for other firms to enter the market.品牌可以传递某一水平的品质保障,满意的购买者可以很容易地再次选择该产品。

品牌忠诚度为企业提供了关于需求的可预测的保障,形成进入壁垒。

3.A brand is said to have positive customer-based brand equity when consumer react more favorably to a product and the way it is marketed when the brand is identified as compared to when it is not. A brand is said to have negative customer-based brand equity if consumers react less favorably to marketing activity for the brand under the same circumstances.如果在识别品牌后,顾客对产品及其营销方式的反应更好,则称品牌具有正的基于顾客的品牌资产;如果在相同的情况下,顾客对品牌营销活动的反应更差,则称品牌具有负的基于顾客的品牌资产。

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第三章市场营销的概念,强调有利可图的市场开始于发现和了解消费者,然开发营销组合来满足这些需求。

因此,对消费者的需求和购买行为的认识是营销成功的组成部分。

不幸的是,这些是没有一个单一的消费者行为理论可以完全解释随着消费者所做的那些行为。

相反,有许多理论,模型和概念组成该领域。

此外,大多数这些概念已经从其他学科借用,诸如社会学,心理学,人类学,经济学,并且必须综合了解消费者的行为。

在这一章中,将消费者行为在图3.1中的模型研究。

本章首先检讨社会,市场营销和对消费者的决策情境的影响。

这些提供的信息可以影响消费者购买各种产品和品牌的想法和感受。

此信息在何种程度上影响消费者的决定取决于一系列的心理影响。

两个最重要的是产品知识和产品的参与,这在后面将被讨论。

本章最后讨论消费决策过程。

消费者决定销售的社会影响行为科学家们越来越意识到社会环境和个人之间的相互作用对人类行为有着强有力的影响。

就消费行为,文化,社会阶层,参照群体的影响而言,已经涉及到购买和消费决策。

应当指出,这些影响可以在购买过程中直接和间接的影响。

通过直接影响我们指的是个人和其他社会成员之间关于某个特定决定的直接沟通。

通过间接影响我们指的是社会对个人的基本的价值观和态度,以及团体的重要作用,在构建个人的个性发挥的影响。

文化和亚文化文化是一种最基本的影响一个人的需要、想要和行为,因为所有日常生活的方方面面的贯彻实施都是依靠个人生活的社会背景的。

文化的前身影响着每天的行为,有实证支持的观念,文化是消费行为的必然性的决定性因素。

文化价值通过三个基本的组织进行传播:家庭,宗教组织和教育机构;在当今社会,教育机构在这个方面正在发挥着越来越重要的作用。

市场经理人应当适应市场与文化价值的结合,并且不断地监督国内和全球市场的价值的变化和差异。

举例来说,美国正在变化的价值的其中之一便是对成就和职业生涯成功的不断强调,愈加的重视。

这个在价值方面的改变已被许多商业公司所认识,这些商业公司增加了对省时的,方便导向的产品的重视。

在一些像美国一样的大国,人口注定会失去大量的同质性,这样亚文化产生了。

从别的方面来说,在美国文化中存在亚文化,美国文化中的人比广大民众有更加频繁的相互作用,这样使人们倾向于思考和行动在一些方面很像。

亚文化是基于像地理区域,宗教,国籍,民族团体,和年龄之上的。

许多亚文化的障碍的减弱是因为大众传媒,公共交通,和宗教价值影响的正在减少下降。

然而,各类年龄群体,例如青少年市场,婴儿潮一代出生的人,和成人市场对于营销策略来说变得越来越重要。

例如,因为婴儿潮一代的人(在1946~1962年出生的人)组成了美国人口的三分之一并且很快将会占可自由支配个人开支的人的大约一半,许多市场营销人员重新定位产品来为他们服务。

例如,士力架巧克力棒过去被提升为孩子的一种款待但是现在被成年人提升为有益健康的饭间小吃。

社会阶层虽然很多人喜欢把美国作为一个平等的领土,这个从一个阶层结构就可以观察的到。

社会阶层的分级是以财富、技能和力量为基础的单一的最佳指标的社会阶层是占领。

然而,此时此刻的利益是在个体行为的社会阶层的影响。

重要的是,不同的社会阶层往往有不同的影响个体行为的态度和价值观。

根据为营销的目的,分成了四个不同的社会阶层。

上等的美国人占人口的14%,主要是由拥有高收入的人组成。

这类阶层的群体消费时在商品质量方面追求高价格和追求高品牌信誉的。

高品味的支出是要优先考虑的,如戏剧、书籍;投资艺术;欧洲旅游;家政服务;网球、高尔夫俱乐部会员资格,和游泳,和儿童教育的声誉等产品。

中产阶层占人口的34%,这些消费者想要做正确的事,是一些流行的东西。

他们关心时尚和购买专家在传媒中推荐的东西。

收入增加导致在孩子身上支出更多的“有价值的经验“,包括冬季滑雪旅行,大学教育,在更昂贵的商店买更好的品牌衣服。

家庭的外观是重要的。

这个群体参照上层美国人,区别于工人阶层。

工人阶级占人口的38%,这些人的家人依赖于亲戚的经济和情感支持。

对家庭关系的强调只是其中一个更受限制的标志和在社会、心理、地理方面不同与那些中产阶级的不同的工人阶级的范围。

对他们来说,“与时俱进”侧重于机械和娱乐,因此,缓解劳动和休闲是他们继续追求的目标。

下等的美国人占人口的16%,他们的价值观和消费目标和其他社会阶层是不一样的。

当有钱可以用的时候,这个群体的一些成员倾向于任何形式的即时满足的消费行为。

然而,其他人则致力于抵制世俗的诱惑,当他们认为对他们的牺牲将是一个“神圣的奖赏”而奋斗。

对营销管理人员来说,社会阶层提供了一些能够洞察消费者的行为的东西和作为一个市场细分变量是可能有用的。

然而,以市场细分为目的,社会阶层是否比收入更优先仍有相当多的争议。

参考团体和家庭团体即一个人看起来(作为参考)时形成的态度的看法被描述为参照群体。

主要参考群体包括家人和亲密的朋友.和二级参考群体包括兄弟会组织和专业协会。

买家也可以查阅个人的决定,而这个人将被视为一个参考个体。

一个人通常有几个参考群体或参考各种主体或不同的决策者。

例如,当一个女人购买汽车和内衣的一个不同的参照群体,她也许会查阅一个参考群体。

换句话说,参考群体将考虑产品的性质和个体的作用在采购过程中影响。

参照群体影响通常被认为是“公共”或突出——即产品变得更强,其他人看到个人使用的产品,如衣服或汽车。

值得注意的是,家庭通常被认为是一个重要的参照群体,它已经表明,家庭,而不是个人,是研究消费者行为相关的单位。

这是因为一个家用商品和服务的购买者在并不总是这些商品和服务的用户。

因此,对于营销经理来说不仅要确定谁是实际购买而且又是谁决定采购的是很重要的。

此外,人们已经认识到需求,收入,资产,债务,和消费模式的改变是所谓的家庭生命周期过程。

家庭生命周期可分为多阶段,从单一的,已婚的,不同年龄段结婚的孩子,老年夫妇,孤独的幸存者。

它也可能包括离婚的人,无论有没有孩子。

因为生命周期结合盈利能力和要求的发展趋势,它是一个有用的分类和分割个人和家庭的方式。

营销对消费者决策的影响营销策略的设计通常是影响消费者的决策,导致有益的交流。

营销组合的各要素(产品,价格,促销,地点)赞影响消费者的各种方式。

产品的影响一个公司的产品的许多属性,包括品牌,质量,新颖性,复杂性,会影响消费者的行为。

产品的外观、包装和标签的信息,也可以影响消费者是否注意到店内,检查它,并购买它。

营销人员的一个主要任务是区分他们的产品与竞争者的产品和创造消费者的认知使其认为产品值得购买。

价格影响产品或者服务的价格经常会影响消费者是否会购买它们,如果这样,哪家竞争者的产品或服务将会被选中呢?零售商场,例如沃尔玛,被认为是售价(要价)最低价格的,它们仅仅以此就吸引了许多消费者。

但对于某些产品或者服务来说,高价并不会(影响)阻止购买,因为消费者相信高价就意味着产品或者服务更高质量或者美誉度高(声望高)。

然而,今天许多具有价值意识(精打细算)的消费者购买产品会更看重价格基础而不是其他属性。

促销影响广告、销售促进、人员促销和宣传会影响消费者如何看待他们的产品,在购买或者使用时会体验何种感情,表现出何种行为,这些行为包括在特定的商场购物,购买特定的品牌。

由于消费者会从营销人员身上接收到很多信息,并从中筛选出能进行好交易的信息。

所以对营销人员来说设计通信提供与他们产品信息一致,目标市场的消费者很有可能使用的信息投放于媒体是很重要的。

营销传播在是消费者了解产品和服务方面扮演决定性的角色,这包括消费者可以在那里购买到产品或服务,创造对产品或服务有利的形象和认识。

渠道影响营销人员在分配产品方面的策略能从几个方面影响消费者。

首先,产品在不同的商店都方便购买很增加消费者找和并购买它们的机会。

当消费者寻找不太相关(低涉及)产品,他们一般不太愿意进行广泛的收索。

所以,随时可以买到是非常重要的。

其次,在专卖店销售的产品,如诺德斯特姆,就可能被认为是具有更高的质量。

事实上,营销人员建立品牌价值的一个方法就是,良好的消费者感知品牌,就通过专卖店来销售它们。

第三,通过非店面的方法提供产品,比如在互联网上和购物目录销售,会使消费者形成产品是创新的,独一无二的,为特定的目标市场特制的感知。

情境对顾客决策的影响环境影响可以被定义为观察的某个时段和地点内的那些所有因素,这些因素对当前的行为有明显和系统的影响。

根据购买环境,5组环境影响因素已经被确定了。

这些影响因素可能被认为是有意识或者无意识地,对产品和品牌选择也可能有相当大的影响。

1、物理特征是一个环境中最显而易见的特征,这些特征包括,地理和机构的位置,布置(装饰)声音,香味、灯光、天气,可见的商品配置或其刺激对象周围的材料。

2、社会特征为描述一个环境提供了额外的深度,其他人提出,他们的特征,他们鲜明的角色,人际关系的相互作用可能就是相关例子。

3.、时间是一个尺寸的情况下,可以在单位范围从时间到指定的年季。

时间也可以测量相对于一些过去或未来事件的情景参与者。

这允许这样的观念会随着时间因为上一次的购买,时间自从或者到进餐或发薪日,时间限制,通过时期或者之前的承诺。

4、任务的特征情况包括一个意图或要求来选择,购买或获取信息或特定的购买一般。

此外,任务可能反映了不同的买方和用户角色预期到的个体。

例如,一个人买一个小电器作为一个婚姻礼物送给一个朋友是在一个不同的情况下,比买一个小型设备为个人使用更有用。

5、目前的状况由一些具有情境特征的特点构成,这些是随时发生的情绪(比如:急性焦虑、快乐、敌意、激动)或瞬间产生的健康条件(比如:手中的现金、疲惫和疾病)而不是漫长的个别的特性。

这些条件被认为是目前局势随即由个别情况来区分个别情况带来的特殊性产生的情况的根源。

比如,人们会筛选一些有把握意向的图片因为他们觉得萧条(一个先行的态势和一部分情境选择),但是,事实上电影导致他们觉得更快乐是对消费模式情境的回应。

然后这些肯能变成下一个遇到选择情境的根源,比如:经过一个在通往电影院路上的街边小摊贩。

消费者决策心理的影响从集团,营销还有情境影响得到的信息影响着消费者对有关特殊产品和品牌所想和感觉的什么。

不管怎样,大量的心理因素影响着这些信息怎样被解释和使用以及它怎样影响消费者的决策过程。

两个最重要的心理因素是产品知识和产品介入程度。

产品知识产品知识指的是消费者已经存在他或者她的记忆里的特殊产品类,产品框架,品牌,模型,以及购买他们的方法的大量信息。

集团、营销和情境影响确定了产品知识的初始水平还有它的变化。

例如,消费者从朋友那可能听说一家新开放的星巴克(集团影响),从报纸上看一则广告(营销影响),或者在工作的路上看到咖啡馆(情境影响)。

所有这些增加了大量的产品知识,在这种情况下,一种采购产品的新来源油然而生。

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