Branding Strategy
广告业常用英文术语
ae——account executive——客户代表，或客户执行。
代表广告公司接受广告主各种业务，并负责整体执行的人。
account group——业务小组。
广告公司内负责某特定客户之工作小组。
以ae为中心，成员包括行销企划、创意、媒体等工作人员，替客户执行广告企划设定、广告表现制作、媒体安排等业务。
appeal point——诉求点。
广告讯息中，最能打动消费者心理，并引起行动的重点。
brain storming——动脑会议。
可自由发想，不受限制的讨论会议。
brand image——品牌形象。
消费者对商品品牌之印象。
cf——commercial film——乃广告影片是也，可不是电视广告脚本哦，commercial 是电视广告脚本。
competitive presentation——比稿。
有的广告主不会将广告计划立即委托一家广告公司，而是让多家广告公司彼此竞争，再从中选择最优秀、最满意的广告公司。
copywriter——文案（撰文人员）。
负责广告文案的专门写作。
ci——corporate identity——企业识别。
以统一性的标志表示企业的理念、文化以及经营的任务。
creative boutique——创意工作室。
“boutique”为法语中商店的意思，指专门零售店，特别是指贩卖流行物品、装饰品的商店。
以这种语意为背景，由少数人组成、专门制作广告的公司，便称为小型制作专业广告公司。
direct response advertising——直效广告。
需要从潜在客户处得到简单回应的广告。
例如邮购、直接信函、电讯行销，及有线电视购物频道。
直效广告必须是双向沟通的。
director——指导。
在整个广告作业中，担任指导之专业职务。
依照其经验不同，指导可分为资深指导（senior director)、指导（director）和助理指导（assistant director）。
指导有以下各专业职位：account director（业务指导）creative director（创意指导）arts director（美术指导）copy director（文案指导）media director（媒体指导）planning director（企划指导）finisher——完稿员。
战略品牌管理——创建、评估和管理品牌资产【外文翻译】
外文翻译原文Strategic Brand Management：Building, Measuring, and ManagingBrand EquityMaterial Source:Publisher: Prentice Hall,2 edition (September 3, 2002) Author: Kevin Lane KellerⅠ. Designing a Branding StrategyEven within any one firm, different branding strategies may be adopted for different products. For example, although Miller has used its name across its different types of beer over the years with various sub-brands (e.g.,Miller High Life, Miller Lite, and Miller Genuine Draft), it carefully branded its no-alcohol beer substitute as Sharp's with no overt Miller identification. Similarly, although Toyota adopted a branding strategy that used its corporate name combined with individual brand names and modifiers for most of its cars and trucks, it chose to brand its top-of-the-line cars as Lexus, deliberately avoiding using the Toyota name.Thus, it is important to note that the brand hierarchy may not be symmetric. Be-cause of considerations related to corporate objectives, consumer behavior, or com petitive activity, there may sometimes be significant deviations in branding strategy and how the brand hierarchy if organized for different products or for different mar-kets.Therefore, the challenge in setting up the brand hierarchy and arriving at a branding strategy is to:1. Design the proper brand hierarchy in terms of the number and nature of brand elements to Use at each level.2. Design the optimal supporting marketing program in terms of creating the desired amount of brand awareness and type of brand associations at each level.Ⅱ. Designing The Brand HierarchyDesigning a brand hierarchy involves decisions related to:1. The number of levels of the hierarchy to use in general2. How brand elements from different levels of the hierarchy are combined, ifat all, for any one particular product3. How any one brand element is linked, if at all, to multiple productWe consider issues related to these three main decisions in turn and also suggest ways to simplify and organize the hierarchy and designate products.The first decision to make in defining a branding strategy is, broadly, which level of levels of the branding hierarchy should be used. In general, most firms choose to use more than one level for two main reasons. Each successive branding level used allows the firm to communicate additional, specific information about its products. Thus, developing brands at lower levels of the hierarchy allows the firm flexibility in communicating the uniqueness about its products. At the same time, developing I brands at higher levels of the hierarchy such that the brand is applied across multiple I products is obviously an economical means of communicating common or shared in-formation and providing synergy across the company's operations, both internally and externally.The practice of combining an existing brand with a new brand to brand a prod-uct is called sub-branding,as the subordinate brand is a means of modifying the super-ordinate brand. Sub-branding often combines the company or family brand name with individual brands and even model types. Extending our earlier example, ThinkPad can be seen as a sub-brand to the IBM name with 760 as a second-level sub-brand to further modify the meaning of the product As suggested above, a sub-brand, or hybrid branding, strategy offers two potential benefits in that it can both1. Facilitate access to associations and attitudes to the company or family brand as a whole and, at the same time2. Allow for the creation of specific brand beliefs.At the same time, developing sub-brands allows for the creation of brand-specific beliefs. This more detailed information can help customers better understand how products vary and which particular product may be the right one for them. Sub-brands also help to organize selling efforts so that salespeople and retailers have a dear picture as to how the product line is organized and how it might best be sold. For example, one of the main advantages to Nike of continually creating sub-brands in its basketball line (e.g., Air Jordan, Air Flight, Air Force) has been to generate retail interest and enthusiasm.In general, the desired number of levels of the brand hierarchy depends on the complexity of the product line or product mix associated with a brand and thus thecombination of shared and separate brand associations that the company would like to link to any one product in its product line or mix. With relatively simple, low in-volvement products, such as light bulbs, batteries, and chewing gum, the branding strategy often consists of an individual or perhaps family brand combined with modifiers that describe differences in product features. For example, with a fairly simple product such as batteries, Eveready has two main brands (Energizer and Classic "9 Lives") combined with a voltage designation (AAA, AA, C, D, etc.). With a complex sot of products—such as cars, computers, or other durable goods—more levels of the hierarchy are necessary. Regardless of the complexity involved, it is difficult to brand a product with more than three levels of brand names without overwhelming or confusing consumers. In such cases, a better approach might be to introduce multiple brands at the same level (e.g., multiple family brands) and expand the depth of the brand portfolio.Ⅲ. Combining Brand Elements from Different LevelsIf multiple brand elements from different levels of the brand hierarchy are combined to brand new products, it is necessary to decide how much emphasis should be given to each brand element For example, if a sub-brand strategy is adopted, how much prominence should individual brands be given at the expense of the corporate or family brand?When multiple brands are used, each brand element can vary in the relative emphasis it receives in the combined brand. The prominence of a brand element refers to its relative visibility as compared to other brand elements. For example, the prominence of a brand name element depends on several factors, such as its order, size, and appearance, as well as its semantic associations. A brand name should generally be more prominent when it appears first, is larger, and looks more distinctive. For example, assume Pepsi has adopted a sub-branding strategy to introduce a new vitamin-fortified cola, combining its corporate family brand name with a new individual brand name (e.g., "Vftacola"). The Pepsi name could be made more prominent by placing it first and making it bigger— PEPSI Vitacola. On the other hand, the individual I brand could be made more prominent by placing it first and making it bigger— Vitacola B Y PEPSIAlong these lines. Gray and Smeltzer define c orporate/product relationships as the approach a firm follows in communicating the relationship of its products to one another and to the corporate entity. They identify five possible categories (with illus-trative examples)。
广告业常用英文术语english
你不能不知道的广告英文share with all junior ad boys and girls :What You Should Know About Advertising你应该知道的广告英文知识1.What is advertising？什么是广告？Build an impression on the consumer’s mind in order to have consumers buy certain product。
在消费者脑海中建立一个印象，使得消费者购置某项产品。
The impression is called brand。
这个印象就是品牌。
So advertising is to build up the brand。
所以广告就是建立品牌。
2.How do we come out a piece of advertising 我们如何创作广告Client briefing 客户简报Research Recommendation 市场调研建议SWOT Analysis 优劣势分析Advertising Strategy 广告策略Presentation 提案Creative Development 创意发想Creative Presentation 创意提案Media Planning 媒介方案Media Plan Presentation 媒介方案提案Creative Production 创意制作Media Placement 媒介投放Advertising Tracking 广告跟踪3.The terminology of advertising 广告业的术语Advertising agency 广告代理商 Client客户Marketing行销 Market行销者Marketing Mix行销组合 Product产品Pricing订价 Promotion促销Place〔Distribution〕渠道 Marketing Objective行销目标Marketing Strategy行销策略 Marketing Programs行销活动Marketing Plan行销方案 Marketing Manager市场部经理Marketing Executive市场执行 Product Manager产品经理Brand Manager品牌经理 Brand Steward品牌管家Full Service Agency全面〔整体〕效劳代理商 Account Service客户效劳Account Executive业务执行 Account Manager业务经理Account Director业务总监 Group Account Director 客户群总监Client Service Director客户效劳总监〔协理〕Briefing简报 Blue Print蓝图Advertising Strategy广告策略 Target Audience目标对象Competitor竞争者 Consumer Promise消费者承诺Tone & Manner 语气与态度 Brand Personality品牌个性Positioning定位 Segmentation区隔Cannibalization品牌替换 Contact Report会议记录Status Report工作进度报告 Memo备忘录Cost Estimate，Production Estimate，Quotation估价Job Order工作卡 Presentation提案Revision修正 Production制作Moni-bring监看 Post-buy-analysis购置后分析Media Executive媒介执行 Media Planner媒介方案人员Media Buyer媒介购置人员 Media Plan媒介方案Media Objective媒介方案 Media Strategy媒介策略Media Placement〔Exection〕媒介投放Reach触机 Frequency频率Cue List，Transmission Schedule 投放时间表Copy Writing文案撰写 Headline标题Tag Line口号 Body Copy文案Layout构图 Positive正片Negative负片 Typeface字体Art Design艺术设计 Art Direcion艺术指导〔工作〕Storyboard脚本 Rough草稿Campaign广告运动 Campaignable Idea可延展的广告创意Tear Sheet样张 Telecast Copy样带Creative创意人员，作品 Copy Writer文案撰写Art Director艺术指导 Visualizer视觉成型Concept概念 Idea点子Concept Development Idea Generation发想Rough Cut初剪带 A Copy，Duble-head看片带B Copy Station Copy播出带Umatie Betacam 〔一种录像带的格式〕One Inch Tape一寸带 Master Copy原片Soundtrack音轨 Censorship送检带Finished Artwork完稿 Color Separation分色Color Proof打样 Photograghy摄影Ustration插画 Air Brush喷修Typesetting打字〔照排〕 Film菲林、网阳片Market Research市场调查 Consumer A & U Study消费者态度，行为调查Central Location Test定点调查 Focus Group Discussion座谈会Research Report测试报告 Top Line Report摘要报告Research Proposal市调方案 Field Work调查Brand Awareness品牌知名度 Aided Awareness提示后品牌知名度Local Currency本地货币 Hard Currency强势货币Pitch比稿 Partnership伙伴关系Hand-outs，Hard Copy 硬拷贝〔纸上的文件〕InterviewSurekeepAAAA America Association of Advertising 美国／广告代理商协会advertising 广告、广告活动advocacy advertising 倡导型广告Account Executive 客户主管Account planning 客户筹划Account Services 客户部Advertise 广告主Advertising Department 企业广告部agency 广告代理商Art Director 美术指导Assistant Partner 董事助理bid [bid] 广告竞标business-to-business advertising (B2B advertising) B2B广告brand image 品牌映象capitalism 资本本主义，资本运营commercial advertising 商业广告communication process 传播过程comparative advertising 比拟广告consumer advertising 消费品广告consumerism 消费模式customer 顾客Chief Executive Officer(CEO) 首席执行长官Chief Financial Officer(CFO ) 首席财务官client 客户Copywriter 广告撰告人Creative Department 创作部Creative Director 创意总监deceptive advertising 虚假广告department 部门design 设汁稿data 数据director 主管end-user 最终用户、实际使用者industrial advertising 工业广告institutional advertising 社团机构广告Management Supervisor 管理监督Market share 市场占有率Marketing 营销Media Department 媒介部media planning 媒体筹划media 媒介national advertising 全国性广告noncommercial advertising 非商业广告pitch 提案professional advertising 业效劳型广告public service advertising(PSA) 公益广告puffery 吹捧式的广告qualitative 定性的quantitative 定量的Research Department 调查部retail advertising 零售商广告Sister agency 同属同-集团的广告公司supplier 制作公司Traffic Department 流程协调部Brainstorming 头脑风暴法Campaign 广告攻势Commercial 影视广告片coupon 赠券、折价券logo 品牌标识magazine 杂志media budge 媒体预算media mix 媒体组合medium 媒体(指某个媒体) metropolitan 大都会的outdoor 户外媒体promotion 推广用品public relations(PR．) 公共关系radio 播送媒体Situation Analysis 背景分析Slogan 广告口号Television program 电视节目Website [websait] 主页，网站Drive-time 交通顶峰时间So big 做大Numbers 数据Yeah 是的(对啦)A priori 先验估汁(演绎法)A posteriori 实测值(归纳法)Code 编号debranding 品牌屏蔽测试depth Interview 深度访谈desk research 案头调研dichotomous question 两分问题double-barreled question 两难问题double-blind 双盲测试(指实验组和对照组) fatigue bias 疲劳偏差fieldwork 现场调查focus group 焦点小组interview 访谈market research 市场调查mystery shopping 以购物为掩护的调查observation 观察panel 重复凋查样本群participant 参与者population 总人口，总体sample 抽样误差skew 歪曲survey 调查tabulation 统计制表boil down to 归结为hard-and-fast 明确易懂pretty much 大致上analysis 分析community relation 社区关系competitor 竞争者、对于content integration 软性广告cost effective 广告本钱效益creative 创意government relations 政府关系grass roots marketing 贴身式营销industry 行业integrated marketing communication 整合营销传播litigation 起沂，诉讼markets 市场组合media service 媒介代理merger 企业合并online advertising 在线广告point-of-purchase 〔pop〕焦点广告position 定位print 平面广告媒体publics 公众群体strategic philanthropy 策略性公益事业strategy 策略、筹划target audience 目标受众web design 网站设计digital 数字化co-marketing 联袂营销conference 会议consulting 咨询corporate identity 企业识别culture-specific 文化(民族)特性demographic marketing 人口统汁特征营销direct mail(DM) 直邮广告direct marketing 直销event planning 活动筹划exhibition stand 展台integrated branding 整合品牌传播internal corporate communications 企业内部沟通investor relations 股东关系nontraditional 非传统的packaging 包装product placement 产品涉入promotion 活动psychographic 心理统汁的retail 零售retail space 零售市场区域sales promotion 促销活动sponsorship 赞助trade channels 业务渠道vertical publications 行业刊物viral marketing 传染式营销best face forward 展现最正确面貌speak with One voice 统一传播口径the edge 优势top to bottom 自上而下Billboard 广告路牌Blow in card 报刊广告插页Bulldog edition 报纸的早发版Car card [ka：ka：d] 车厢广告Counter advertising 异议式、对抗式广告Display advertisement 陈列式广告Electric spectacular 霓虹灯广告Free-standing insert 非装订广告插页House organ 企业专刊(杂志)Insert 广告插页Island display(超市内)堆头式陈列mail-order advertising 邮购广告network 电(视)台网out-of-home advertising 家外媒体painted bulletin 手绘广告牌panel 广告牌pass-along reader 传阅读者poster panel 用印刷画面拼贴的广告牌shelf screamers 货架插件广告物supplementary media 辅助媒体(非群众传媒) vehicle 广告载体count out 清点，算出make it through the day 过一整天pass．．．off to 把……给出pass-along reader 传阅读者poster panel 用印刷四画面拼贴的广告牌shelf screamers 货架插件广告物supplementary media 辅助媒体vehicle 广告载体count to 清点，算出make it through the day 过一整天pass．．．off to 把……给出ad planning 广告筹划admen 广告人appeal 诉求consumer behavior 消费者行为copy platform 文案大纲creative stratgy 创意策略DAGMAR 广告效果评估体系Day part 时段Decay constant 衰退常数hierarchy-of-effect theory 效果层级理论infomercial 电视直销节日market profile 市场状况market segmentation 市场细分persuasion process 劝服过程primary demand advertising 品类诉求广告product-related segmentation 产品消费量细分seasonality 季节性selective demand advising 选样性诉求(品牌)广告soft sell 软销，感受型广告strategic planning 战略筹划teaser campaign 悬念式(调味)广告攻势rule-of thumb 经验法那么brand manager 品牌经理corporate advising 企业广告family brand 多品类品牌generic brand 非名牌(产品)green advertising 绿色策略式广告image advertising 形象广告line 产品系列name-brand 名牌national brand 全国性品牌parity 同等private brand 零售商自有品牌product different 产品差异product management品牌管理product positioning 产品定位reference group 参照组tagline (广告)行动口号top -the -line 顶级的trade character 桔祥物utility 好处，用途really do something with 确实能用它做些文章zccumulation 受众数(特定周期内)audience duplication 重复受众brand development index 品牌成长指数category development index(CDI) 销量成长指数coverage 覆盖率，覆盖范围cumulative coverage 累计〔总〕覆盖率exposure 告显露次数frequency 广告频次gross audience 受众总量gross impression 总印象gross rating points 总收视点loyalty index 忠诚度mags 杂志(简写)media concentration theory 媒体集合理论media dominance theory 媒介优势理论media plan 媒体方案net unduplicated audience 受众participation 参与program delivery rate 节目到达率reach 到达turnover 受众流失overall 全部的rerunning numbers 复核---的数据archetype 标准受众，原型availability 空余时段back- to-back 广告连播chain break 节目提示标板circulation 发行量continuity 持续型排期continuous advertising 持续型广告fresh 新颖的fringe time 非黄金时段holding power 节目(频道)凝聚力holdover audience 既有观众inherited audience 既有观众open end 节日提示语广告时段piggyback 同一客户广告连播prime time 黄金时报pulsing 栏栅式(或间隔式)排期roadblock 拦路广告run-of-schedule(ROS) 非指定时段staggered schedule 交错排期wave scheduling 波浪式排期wear out 广告磨损ln lieu Of 代替buried position 被淹没的广告位column inch 栏／英寸(报纸广告单位)double truck 双页／，告(跨页)facing 一个广告牌(户外媒体单位)franchised position 专用广告位置insertion 平面媒体广告次数insertion order 广告版位定购island position 独立广告版位lifestyle segmentation 生活形态细分local advertising 地方性广告make good 补偿广告media buy 媒体购置media buying service 媒体购置代理narrow casting 小范围播放(窄播)preferred position 首选广告版位readership 读者人数representative 媒体销售代表run-of-press 随意安置的广告版位split run 分版刊登spread[spred] 杂志跨页card rate 广告市价combination 套装广告价controlled circulation 定向发行量cost per point(CPP) 每收视点本钱cost per thousand(CPM) 每千人本钱earn rate 媒体折扣价flat rate 统一价格grid card 电波广告刊例guaranteed circulation 承诺发行量horizontal publication 横向出版物AA〔Account Assistant〕客户助理Action Plan 行动方案AD〔Account Director〕客户总监Add Value 附加价值Ads〔Advertisement〕广告Advertorial付费软文AE〔Account Executive〕客户代表、客户主任Agency 代理商AM〔Account Manager〕客户经理Analysis Tools分析工具Announcement 公告Annual Report年报AP (Asia-Pacific) 亚太区AR List 任务清单ATL (Above the Line) 线上活动Attachment附件Audience Awareness公众认知度Auto Industry 汽车行业Awareness 认知Background Analysis 背景分析Background material 背景材料Benchmark测试基准BI (Behavior Identity)企业行为识别系统Bidding 竞标Bio个人简历Boilerplate公司简介〔附在新闻稿后面的关于该公司的简短介绍〕Brand Communications Strategy品牌传播战略Brand Loyalty品牌忠诚度Brand Management Commission品牌管理委员会Brand Management Consulting Firm品牌管理参谋公司Brand Management品牌管理Brand Planning/Designing品牌筹划/设计Brand Positioning Survey品牌定位调查Brand Positioning 品牌定位Brand Promotion品牌推广Branding Strategy品牌战略Briefing Kit资料包Briefing情况介绍BTL (Below the Line) 线下活动BU 〔Business Unit〕业务部门Bulletin公告栏Bundle 附赠品Business E-Mail 商务电邮Business Model商业方案Business Philosophy 经营哲学Business Strategy 经营战略Campaign 公关或营销活动Career Development 职业开展Career Planning职业方案Case study案例研究Category 类别Celebration 庆典活动CEO Reputation Management CEO声誉管理CEO's Arrangement CEO接待Channel 渠道Chart 幻灯片中的页面China Golden Awards For Excellence in Public Relations中国最正确公共关系案例大赛China International Public Relations Congress中国国际公共关系大会CI〔Corporate Identity〕企业形象CIPRA〔China International Public Relations Association〕中国国际公共关系协会CIS 〔Corporate Identity Sysetm〕企业形象识别系统Client Database Management客户数据管理Client Oriented Strategy客户导向战略Client Relations Development System客户关系开发系统Client Relations Evaluation System客户管理评价系统Client Relations Maintenance System客户关系维护系统Client Relations Management System客户关系管理系统Client Relations Management客户管理管理Client Relations Precaution System客户管理预警系统Client Relations Supporting System客户管理支持系统Client Relations客户关系Client Satisfaction Management客户满意度管理Clipping Report剪报报告Closing Phase结束阶段Code of Conduct行为准那么Code of Ethics 职业道德Communication Model 传播模式Communications Kit新闻夹Communications Management 传播管理Communications Regions传播地域Communications Strategy传播战略Community Relations社区关系Competitor竞争对手Confidential 保密的、机密的Confidential Items保密条款Consecutive Interpretation交互式翻译Consultant参谋Consumer Buying Process 顾客购置过程Consumer Database顾客数据Consumer Orientation消费者导向Consumers/Dealers Assembly用户/经销商大会Contact Person 联系人Continuous Education继续教育Controlling Phase 控制阶段Coordination Communicating协调沟通Copywriter 文案Copywriting公关文案Core Competitiveness核心竞争力Core Media核心媒体Corporate Affairs企业事务Corporate Image企业形象Corporate Profile公司简介Corporate Reputation企业声誉Corporate Video 宣传片Cost Control本钱控制Cost Management本钱管理Creative & Design创意设计Credential公司或个人简介Crisis Control 危机控制Crisis Management Office危机管理办公室Crisis Management Planning危机管理筹划Crisis Management Team危机管理小组Crisis Management危机管理Crisis Research危机研究Crisis Statement危机声明Customer testimonial客户证言Datasheet宣传页Decoration 现场布置〔装饰〕Demand GenerationDemo Booth 产品演示台Diagnosis诊断Director总监Distributor 分销商DM 〔Direct mailing 〕直邮Domain Name Registration 域名注册Donation捐赠EC〔East China)华东Editorial Calendar媒体刊登方案Effective Communications有效传播Employee Compensation员工薪酬Employee Relations员工关系Environment Analysis环境分析Environment Issues环境问题Ethics of the Profession 职业道德Event Management事件管理Event Planning 事件筹划Event事件、活动Executing Phase 执行阶段Execution 执行Executive President 执行总裁Fact Sheet资料〔数字或其他材料〕FAQ 常见问题问答Fashion Business时尚产业Feature article 深度文章Feature文章类型中的通讯Finance Management财务管理Financial Communications财经传播Flyer 宣传单页Follow-up跟进Forum 论坛GCG〔Grand China〕大中国区Glossary词汇表Government Affairs政府事务Government PR 政府公关Government Relations政府关系Govt 〔Government〕政府Graphics图形文件Greetings问候语Health Care医疗保健High Tech高科技Hospital PR 医院公关Human Resource Management人力资源管理IMC (Integrated Marketing Communications)整合营传播Implementation实施Incentive Plan鼓励方案Industry Participation行业参与Initiating Phase 初始阶段INPUTS Evaluation Tools输入级评估工具Integration Management整合管理Interactive PR 网上互动公关Internal Magazine内部期刊Internal Communications System内部传播系统Internal Communications内部传播Internal Film内部电影Internal PR 内部公关International PR国际公关Internet Communications网络传播Internet Media Communications 网媒传播Interpersonal Communications人际传播Interpreter翻译Interview 专访或面试Introduction Lantern宣传幻灯Investor Relations投资者关系Invitation Letter 邀请IPR〔Institute of Public Relations〕英国公共关系协会IPRA〔International Public Relations Association〕国际公共关系协会Issue Diagnosis问题诊断Issues Management问题管理ISV 〔Individual Software Vendor〕独立软件开发商Job Evaluation绩效考核Journalist记者Key Media关键媒体Key Messages 关键信息Keynote Speaker主题演讲人Keynote Speech主题演讲LA〔Large Account〕大客户LE 〔Large Enterprise〕大客户Leadership 领导者Legal Duty法律义务Life Cycle of the Products 产品生命周期Lobby游说Logo标识Long Term Program长期工程Lucky Draw 抽奖Marcomm〔Marketing Communications〕营销传播Market Analysis Report市场分析报告Marketing Communications Mix营销传播组合Marketing Communications营销传播Marketing Strategy 市场营销战略Marketshare 市场份额Mass Media群众媒体MB〔Medium business〕中客户MC〔Master of Ceremonies〕主持人MC〔Middle China〕华中MD〔Managing Director〕董事总经理、执行董事Media Assistant媒介助理Media Analysis媒体分析Media Communications Strategy媒体传播战略Media Communications媒体传播Media Coverage 媒体覆盖率Media Director 媒介总监Media Executive媒介代表、媒介主任Media Inquiry媒体垂询Media Kit媒体资料包Media List媒体名单Media Manager媒介经理Media Monitor媒体监测Media Relations媒介关系Media Research媒体研究Media Tour媒体拜访或媒体外出巡游Media媒体Meeting Agenda会议议程Meeting Minutes 会议记录Merchandise促销物品Methodology方法论MI (Mind Identity)企业理念识别MI〔Media Index)企业媒体声望指数Mindshare 品牌影响力份额Miscellaneous 杂费Monthly Report月报Multifunctional Task Force多职能任务小组National Standards of the PR Professional Qualification国家公共关系职业资格标准NC〔North China〕华北NE 〔Northeast China〕东北Negative Report负面报道New Product Launch新产品发布News Clipping新闻剪报News Release新闻发布Newsletter通讯No-profit PR 非营利机构公关Norms of Excellent PR Management 卓越公共关系管理标准NW〔Northwest China〕西北Objective Diagnosis目标诊断Offering 效劳内容On Site现场Online Advertisement 线上广告Online Communications线上传播Online Marketing Communications 线上营销传播Online media网络媒体Online Roadshow 网上路演Online Survey网上调查OOP〔Out-of-Pocket〕杂费、日常工作发生的本钱Open-day Visits开放日参观Opinion Leader舆论领袖OUTCOMES Evaluation Tools输出级评估工具OUTPUTS Evaluation Tools效果级评估工具Outsourcing 外包OV〔One Voice〕一个声音Photo Library图片库Planning Phase 筹划阶段Polish文案润色POP (Point Of Purchase Advertising) 导购点广告Positioning定位Post Event 善后工作Poster 海报Postmortem 会后书面的简短总结报告Postscript后记PR Agency公关公司PR Consulting Market公关参谋效劳市场PR Consulting Practice公关参谋实务PR Consulting Service公关参谋效劳PR Consulting Tools公关参谋工具PR Directorr 公共关系总监PR Evaluation公关评估PR Event 公关活动PR Guideline公关方针PR Management Working Code公关管理工作准那么PR Manager 公共关系经理PR Procedure公关流程PR Proposal公关建议书PR Supervisor 公共关系主管Pre Event前期工作Pre-evaluation 预评估Preface前言Presentation 演示、陈述President 总裁Press Conference新闻发布会Press Kit媒体新闻夹Press Release新闻稿Print Media平面媒体Priority 优先的Procurement Management预警管理Product Test产品评测Profession Responsibility 职业义务Professional Association 专业协会Professional Certification 职业认证Professional Consultant 专业参谋Professional fee专业效劳费Professional Grading专业等级Project Life Cycle工程生命周期Project Management工程管理Project Owner工程委托人Project Title工程标题Project公关工程Proposal公关建议书PRSA〔Public Relations Society of America〕美国公共关系协会Pubic Opinion公众舆论Public Affairs公共事务Public Relations Consulting公关参谋Public Relations Crisis公关危机Public Relations Management公关管理Public Relations公共关系Public Utility公用事业Publicity宣传Q&A问题问答Qualified Project Manager合格的工程经理Quality Control质量控制Quality Management质量管理Questionnaire调查问卷Quotation报价Real Estate房地产Recommendatory 推荐信Recruitment招募Reference参考资料Rehearsal预演、彩排Report报告Reputation Management 声誉管理Research Tools研究工具Reseller 经销商Retainer长期客户Review回忆、总结Risk Management风险管理Roadshow巡展、路演Rude question 不友好的问题SAE〔Senior Account Executive〕高级客户代表、高级客户主任SAM〔Senior Account Manager〕高级客户经理SB 〔Small business〕小客户SC〔South China〕华南Scope Management范畴管理Seminar研讨会Senior Consultant高级参谋Senior Media Executive高级媒介代表Senior Media Manager高级媒介经理Senior Vice President 高级副总裁Shareholders利益关系人Simultaneous interpretation同声传译Slide 幻灯片Slogan口号Social Activities社会活动Social Responsibility社会责任Source Materials客户提供的辅助资料Souvenirs & Gifts 纪念品和礼品SOV 〔Share of Voice〕Speaking with One Voice 用一个声音说话Spokes Person Tips发言人技巧Spokesperson发言人Sponsorship Planning赞助筹划Sponsorship 赞助Strategic Consulting战略咨询Strategy Communications Systems战略传播系统Strategy 战略Success Story成功故事Summary 简介、概述Supplier 供给商Survey调查SW〔Southwest China〕西南SWOT analysis优势、劣势、机遇、威胁分析Synopsis概要总结Target Audience 目标受众Task Marketing任务营销TBD 〔To be Detail〕需更详细信息Team 小组、团队Technical Article技术文章Theme 主题Time Management管理Time Sheet时间管理表Two-way Asymmetry双向非平衡模式Two-way Communications双向传播Two-way Symmetry双向平衡模式Vendor 供给商Venue 会议地点Vertical media行业媒体VI (Visual Identity)视觉识别VIP Speech 讲话稿Virtual Computer虚拟主机Vision愿景Voiceshare 曝光信息份额VP〔Vice President〕副总裁VSB 〔Very small business〕特小客户、超小客户Website Construction网站建设Whitepaper白皮书Workshops工作研讨Worldwide 全球特写feature articles以货代款in kind机构广告institutional advertising前期市场企业广告market prep corporate advertising营销公关marketing public relation新闻简报news/press release意见抽样opinion sampling招贴posters传媒炒作press agentry传媒工具press/media kit公共事务public affairs公共关系户public relations公共关系广告public relations advertising宣传publicity公众publics招聘广告recruitment advertising声望经营reputation management 撰写讲演稿speechwriting赛场营销venue marketing新闻通报录像video news release执行证明书affidavit of performance受众构成audience composition受众占有率audience share时间表avails一刻平均听众数average quarter-hour audience 一刻平均收听率average quarter-hour rating一刻平均占有率average quarter-hour share交换辛迪加barter syndication无线电视broadcast TV有线电视cable TV单位本钱CPP千人本钱CPM累积听众数cumulative persons累积收听率cumulative rating时段组合day-part mix预定市场区域designated market areas班车时间drive time首播辛迪加first-run syndication形象移植imagery transfer信息式广告informercial互相连接interconnect播送电视网networks网外辛迪加off-network syndication协办participation basis占位价格preemption rate黄金时段prime time节目式广告PLA节目收率视program rating节止编排形式programming formats视听率调查效劳公司rating services电台指定时间run-of-station受众总数total audience总体受众方案total audience plan广告网络ad networks广告查询ad request横幅广告banner商业回邮件business reply mail分类广告Web站classified ad Web site编辑名录compiled lists立体创意直邮creative dimensional direct mailing 数字互动媒介digital interactive media直邮广告direct-mail advertising内部刊物house organs互动电视interactive TV互联网Internet互联网效劳供给商Internet service provider销售信函sales letters广告礼品advertising specialty展台booths路牌bulletin structure车内尾部招贴car-end posters电影贴片广告cinema advertising陈列媒介exhibitive media全面登场full showing车内广告牌inside cards户外媒介out-of-home media车体招贴outside posters包装packaging奖品premiums标准户外广告standardized outdoor advertising 成品招贴stock posters优惠赠券take-ones商业展示会trade shows交通广告transit advertising广告英语术语——媒介筹划用语广告印象advertising impression广告反响曲线advertising response curve注意度attention value受众audience受众目标audience objectives品牌开发指数brand development index品种开发指数category development index发行量circulation本钱效益cost efficiency单位本钱cost per point千人本钱cost per thousand创意组合creative mix分布目标distribution objectives有效频次effective frequency有效到达率effective reach暴露值exposure value频次frequency市场markets组合mechanics 媒介media媒介筹划media planning媒介载体media vehiclesAE——Account Executive——客户代表，或客户执行。
Chapter 8.ppt
Brand equity Building strong brands
Brand name selection Brand sponsorship Manufacturer’s brand Private brand Licensing Co-branding Brand development
Industrial products
Materials
products Shopping products Specialty products Unsought products
and parts Capital items Supplies and services
Group Assignment (Presentation 2)
制作一份品牌定位策划书； 设计某一品牌的名称和标志（品牌标识）； 对某一产品进行包装设计； 为某一品牌设计新产品组合策略，实现品牌 延伸。
Describe the core, actual, and augmented levels of laptop.
Is Microsoft’s Windows XP professional operating software a product or a service? Describe the core, actual, and augmented levels of this software offering?
Organizations, Persons, Places, and Ideas
Product and Service Decisions
Individual product decisions Product line decisions Product mix decisions
Brand Strategy 品牌营销策划概念及设计策略
CHINA FORTUNE INTERNATIONAL INVESTMENT (HONGKONG)CO., LIM ITED.Registered as an Investment Advisor with the Securities and Futures Commission10th Floor, 1005 Wheelock House 20 Pedder Street C entral, Hong kongTelephone 電話（852）2596 9481Fax 傳真（852）2526 2095官方網站：品牌营销策划（Brand Strategy）概念及品牌营销设计传统的意义策划，从传统的意义上来讲，其本质其实就是谋划，是指人们为了达到某个目的而进行的周密安排和部署。
自从有了人类活动开始，就有了策划，从原始人类的聚众捕猎到现代世界的飞船升天，从风云变幻的战场到讯息万变的商场，从国家的政治外交到企业的日常经营，无时无处都有着策划的痕迹存在，策划是一种普遍的人类行为，是体现人类思维高度发展的突出实践形式，是人类创造世界和改造世界的重要方式之一。
现代社会里的概念策划，更严格的说，是现代社会里的概念，是伴随着诸如系统论、信息论、控制论、全能论、全息论等一系列现代科学理论的产生和发展而产生和发展的。
从现代意义上来讲，策划指的是策划者为了实现某个活动目标，在充分掌握了与此活动有关的各种信息资料的前提下，通过科学地运用各种方法和策略，为活动的开展而进行精心地设计和计划的过程。
所以，策划其实也是一门科学，是一门指导人类具体活动的行为科学。
策划作为一门行为科学，它广泛应用于社会的各个领域，为各个领域活动的开展提供科学的活动指导方案，以此达到最佳的活动效果。
品牌营销活动的目的是要成功地塑造和传播品牌的形象，那么为了顺利地实现这个目标而进行的品牌营销策划，就是要以品牌形象的塑造和传播为研究的重点，在掌握了大量的信息资料的前提下，遵循系统性、可行性、针对性、创造性的原则，为企业品牌的整体营销活动提供一个科学的活动规范方案的决策活动过程。
市场营销英语
市场营销英语各位读友大家好，此文档由网络收集而来，欢迎您下载，谢谢篇一：市场营销专业英语单词完整Marketing Management营销管理New Products Development新产品开发Service Industry Marketing服务业营销Advertising广告Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道Public Relationship公共关系Consumer Behavior消费者行为Systems of Management Information 管理信息系统Marketing Research营销调研accessibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略positioning定位additions to existing product lines 现有产品线的增加administered vertical marketing systems 管理式垂直营销系统market segmentation市场细分sales promotion销售促进advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising reach 广告接受人数advertising message 广告信息advertising source 广告信息来源agent middleman 代理商allowance 折让alteration 退换American Marketing Association 美国营销协会annual marketing plan 年度营销计划assurance 保证attitudes of consumers 消费者态度availability 可获得性/供货能力awareness （产品）知晓度/知名度baby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码barter 实物交易basic physical needs 基本生理需要BCG Grow-Share Matrix 波士顿增长-份额矩阵before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioral analysis 行为分析behavioral hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试blue collars 蓝领bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand’s equity 品牌的价值break-even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度breath or diversity of product lines 产品线的宽度或多样性bribery 贿赂British Airways 英国航空公司brokers 经纪人budgeting 预算bundle 捆绑Bureau of Census 人口统计局business strength rating 商业能力评分business plan 商业计划business position 经营地位business sector 商业部门business services markets 商业服务市场business strategies 经营战略business unit strategy 经营单位战略buyback allowances 回购折让buyback arrangements 产品返销bu yers’ bargaining power 买方的讨价还价能力buyers 采购者buying behavior 购买行为buying center 采购中心buying inertia 购买惯性buying intention 购买意图buying offices 连锁商店的进货中心buying power index (BPI) 购买力指数buying situation 采购情况/类型buying task 采购任务capital gains 资本收益capital invested in product 产品投入资Carnival 嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel conflicts 渠道冲突channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道choice criteria 选择标准closing a sale 结束销售clothing retailers 服装零售商co-branding 联合品牌code of ethics （职业）道德标准coercive power 强制权cognitive dissonance 认识的不协调collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体company personnel 公司员工comparative advertisements 比较广告comparison of brands 品牌比较compensation deals 补偿处理compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 补偿性的competition and industry evolution 竞争和行业演变competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive (supply-side) evolution 竞争（供方）演变competitive factors 竞争因素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力competitor analysis 竞争者分析complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场computerized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况conflict and resolution strategies 冲突和解决战略conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型consumer decision-making 消费者（购买）决策consumer goods channels 消费品分销渠道Consumer Goods Pricing Act, USA 美国消费品定价法案consumer goods 消费品consumer markets 消费品市场consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers’ perceptions 消费者感知consumption 消费contests 竞赛contingency planning 权变计划contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际贡献（贡献毛利）分析contribution margin 边际贡献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 服务的便利性Cool Whip 清凉维普co-operative advertising 合作性广告co-ordination and conflict resolution 协调与冲突解决co-production 合作生产core benefit proposition (CBP) 核心利益方案/提议corollary-data method 推定数据法corporate HQ 公司总部corporate scope 公司（经营）范围corporate strategy 公司战略corporate vertical marketing systems 公司式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告corrective action 矫正行动cost analysis 成本分析cost effectiveness 成本有效性cost leadership strategy 成本领先战略cost of capital 资本成cost of goods sold (COGS) 产品销售成cost reductions 降低成本产品cost-and-volume relationship 成本-数量关系cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益costs of competitors 竞争者成costs of distribution 分销成countertrade 对等贸易coupons 优惠券courtesy 礼貌coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing 习惯性定价法customer analysis 顾客分析customer contact 顾客接触customer demand 顾客需求customer intimacy 顾客亲密度customer loyalty 顾客忠诚度customer need 顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客服务customer-oriented pricing 顾客导向定价法customers’ perception 顾客感知custome rs’ preferences 顾客偏好customers’ price sensitivity 顾客的价格敏感度customizing 定制data collection 数据收集data confidentiality 数据保密data research 数据研究data sources 数据来源dealers 经销商deceptive advertisements 欺骗性广告deciders 决策者declining markets 衰退市场decoding 解码defect rate 缺陷率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略defensive positioning 防御性定位delivery time 交付时间delivery 配送demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 可靠性deregulation 放松管制derived demand 衍生需求descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants 决定因素different responses 差别反应differentiated defender strategy 差异化防御战略differentiated marketing 差异化营销differentiation over time 不同时间的差异differentiation strategy 差异化战略differentiation 差异化diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度direct costing profitability analysis直接成本盈利性分析direct mail 直接邮寄direct marketing via advertising media 通过广告媒体的直接营销direct marketing 直接营销direct product profitability (DPP) 直接产品盈利性/利润率direct selling 直销discount rate 贴现率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价策略discriminate analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视定价调整disjunctive model 分离模型display space 陈列空间disposable income 可支配收入dissonance-attribution hierarchy 不和谐-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销策略distribution 分销distributor/store (private labels) brands 分销商/私有品牌distributors 分销商diversification 多元化divest 撤退divest 出让divestment or liquidation 收回投资或清算dividend 红利dogs 瘦狗类domestic target marketing strategies 国内目标市场定位的营销战略dropping products 放弃产品dry cleaning 干洗dual/two channel distribution systems 双重分销系统duplication （媒体）重复DuPont 杜邦公司durability 耐用性early VS late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素economic power 经济权economies of scale 规模经济education services 教育服务effectiveness 有效性efficiency 效率emergency goods 急需品emotional appeals 情感诉求empathy 移情作用empirical evidence 经验性实例empowerment 授权encoding 编码end use 最终使用endorsement 赞同engineering （产品）工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit （公司）伦理审计ethics of marketing 营销伦理道德ethnic composition 种族构成European Community 欧共体evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估event sponsorship 事件赞助event 活动everyday low-price (EDLP) 天天低价evoked set 引发的组合evolution of market 市场演变exchange 交换exclusive dealing 独家销售exclusive distribution 独家分销executive summary 执行摘要exhibition media 展示广告媒体existing market 现有市场exit barriers 退出壁垒expansion path 扩张途径expectation measures （顾客）预期测度expectations of customers 顾客期望expected unit sales 预计产量expected value 期望价值experience curve 经验曲线experimental research 实验性研究expert power 专长权exploratory research 探索性研究export agents 出口代理（商）export jobbers 出口批发商export management company 出口管理公司export merchants 出口贸易商export 出口exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额external data sources 外部数据来源external environment 外部环境extrapolation of past sales trends 过去销售趋势推测法facilitating agencies 辅助/中介机构factor analysis 因素分析法fads 时尚family branding 家族品牌family life cycle 家庭生命周期family structure 家庭结构篇二：市场营销英语词汇AA. C. Nielson 尼尔森市场研究公司absorption of costs 成本分配accesibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略Acer 宏基acquisition new-product development strategy 新产品开发收购战略activity-based costing 以活动为基础的成本系统adaptability 适应性adaptation to market variations 适应市场变化adaptive positioning 适应性定位additions to existing product lines 现有产品线的增加adequate size 准确的大小/足够的规模administered vertical marketing systems 管理式垂直营销系统administrative relationships 管理关系adopter categories 采购者的类型adoption process 采购过程advertising and market segmentation 广告与市场细分advertising and sales promotion 广告和销售促进advertising effects 广告效果advertising ethics 广告伦理道德advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising message 广告信息advertising reach 广告接受人数advertising source 广告信息来源advertising 广告aerobic enthusiasts 增氧健身运动爱好者aesthetics 美感affinity club 同族俱乐部after tests 事后测试agent middleman 代理商agent/merchant middleman 代理中间商allowance 折让alteration 退换AMA Code of Ethics 美国营销协会职业道德标准亚马逊公司American Airlines 美国航空公司American Express 美国运通American Marketing Association 美国营销协会Amoco 阿莫科（英国石油公司）analysis of data 数据分析analyzer strategy 分析者战略Anderson 安达信annual marketing plan 年度营销计划annual requirement purchasing arrangement 年度采购需求计划anticipatory positioning 预见性定位anti-pollution legislation 反污染立法anti-trust legislation 反托拉斯立法Apple Computers 苹果电脑area structure 地区结构aspiration/expectation level 渴望/期望水平aspirations of consumers 消费者渴望assurance 保证AT&T 美国电话电报公司ATM (automatic teller machine) 银行自动柜员机attitudes of consumers 消费者态度attributes 属性audiences 受众auto repair 汽车维修automation services 自动服务automobile industry 汽车产业autonomy 自主权availability 可获得性/供货能力avante guardian 前卫派Avon 雅芳awareness （产品）知晓度/知名度Bbaby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码barter 实物交易basic physical needs 基本生理需要Bausch & Lomb 博士伦BCG Grow-Share Matrix 波士顿增长-份额矩阵before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单biological revolution 生物革命birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试Blockbusterblue collars 蓝领BMW 宝马Boeing 波音bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand’s equity 品牌的价值篇三：What is Marketing市场营销专业英语TextWhat is marketing?What does the term marketing really mean? Many people mistakenly think of it as advertising and selling. Given the number of commercials on television, in magazines and newspapers and all the signs and offers in and around the shops this is not surprising. However, advertising and selling are only two of several marketing functions, and not necessarily the most important ones.The most basic concept underlying marketing is that of human needs. We have many needs including ones such as affection, knowledge and a sense ofbelonging as well as the physical need for food, warmth and shelter. A good deal of our lives is devoted to obtaining what will satisfy those needs. Marketing can thus be defined as any human activity which is directed at satisfying needs and wants by creating and exchanging goods and value with others.Marketing has become a key factor in the success of western businesses. Today’s companies face stiff competition and the companies which can best satisfy customer needs are those which will survive and make the largest profits.《市场营销英语》各位读友大家好，此文档由网络收集而来，欢迎您下载，谢谢。
品牌策略 英文
• If the new product is in the same product line – Line Extension • If the new product is from a completely different product line – Brand Extension
Case 2
• Your brand has a respectable market share and you want to protect it from growing competition. What do you do?
– Address that section of the market which does not buy your product
– Phenomenally expensive to create and promote a new brand name (at least 100 – 150 million dollars) – Too many brands out there – Increase productivity of current marketing programs
• How can you attract customers who do not buy into your brand’s equity?
– Flanker branding
Flanker Brand
• Different brand name – same product
– Purpose: Pre-empt competition, cover the market more completely (protect your flanks) – Problem: some cannibalization is expected.
广告术语
架构1、综合性代理广告公司部门架构与岗位职称Management/Administration管理/行政部门Chief Executive Officer 首席行政长官（常用简称：CEO）Managing Director 董事总经理（常用简称：MD）General Manager 总经理（常用简称：GM）HI & Admin Manager 人事/行政经理HI Supervisor 人事督导Admin Assistant 行政助理Information Technology 信息技术部门Information Technology Manager 信息技术经理Information Technology Administrator信息技术管理员Information Technology Support信息技术支持Account Management客户服务部门Director of Client Services 客户服务部总监Group Account Director客户事务群总监（常用简称：GAD）Senior Account Director高级客户总监（常用简称：SAD）Account Director客户总监（常用简称：AD）Associate Account Director助理客户总监（常用简称：AAD）Account Manager客户经理（常用简称：AM）Account Manager-Freelance 兼职客户经理Senior Account Executive 高级客户执行（常用简称：SAE）Account Executive 客户执行（常用简称：AE）Associate Account Executive 助理客户执行（常用简称：AAE）Strategic Planning策略策划部门Planning Director 策略策划总监Senior Account Director 高级客户总监Strategic Planning Assistant策略策划助理Creative创意部门Chief Creative Officer 首席创意总监（常用简称：CCO）Group Executive Creative Director 执行创意群总监（常用简称：GECD）Executive Creative Director执行创意总监（常用简称：ECD）Group Director （Group Creative Director）创意群总监（常用简称：GCD）Senior Creative Director资深创意总监（常用简称：SCD）Creative Director创意总监（常用简称：CD）Associate Creative Director 助理创意总监（常用简称：ACD）Senior Art Director 资深美术指导（常用简称：SART或SAD）Art Director 美术指导（常用简称：ART或ADA）Group Head 创意组长（常用简称：GH）Senior Copywriter 资深文案（常用简称：SCW）Copywriter 文案（常用简称：CW）Copywriter-Freelance 兼职文案Senior Designer-Integrated 资深设计师Designer-Integrated 设计师Creative Service Supervisor 创意服务监督Creative Support创意支持部门Head of Creative Service 创意服务总监Studio Manager 制作经理Production Coordinator 制作协调Designer 设计师Computer Artist 美工Visualizer 画师Traffic 流程控制部门Traffic Manager 流程控制经理Senior Traffic Coordinator 资深流程控制协调员Traffic Coordinator 流程控制协调员T.V. Production 影视制作部门Head of TV Production 影视制作总监Senior Producer 资深制作人Producer 制作人Producer-Freelance 兼职制作人Assistant Producer 助理制作人Assistant Producer-Freelance 兼职助理制作人2、GH、CD、GCD、ECD的关系GH（创意组长）是国际4A公司里某个项目团队的小头目，CD（创意总监）是GH的直属上司和领导。
cobranding
co-branding
co-branding合作品牌策略也是一种复合品牌策略，指两个公司的品牌同时出现在一个产品上，这是一种伴随着市场激烈竞争而出现的新型品牌策略，它体现了公司间的相互合作。
一种产品同时使用企业合作的品牌是现代市场竞争的结果，也是企业品牌相互扩张的结果。
合作品牌策略（Co—Branding Strategy）,也称“双重品牌策略”合作品牌策略也是一种复合品牌策略，指两个公司的品牌同时出现在一个产品上，这是一种伴随着市场激烈竞争而出现的新型品牌策略，它体现了公司间的相互合作。
一种产品同时使用企业合作的品牌是现代市场竞争的结果，也是企业品牌相互扩张的结果。
这种品牌策略现在很常见，比如“一汽大众”、“上海通用”、“松下——小天鹅”等等。
广告专业英文词汇总结
A广告代理商能从媒介获得佣金（代理费）的广告，如报刊广告、广播广告、电视广告、影院广告、户外广告等。
广告公司的业务人员职称。
客户经理往往须负责下列工作：1与客户及内部其他部门共同计划广告（planning）,向各部门传达客户的诉求；2内部协调（coordination）；3将广告设计稿提供给客户；4监督执行政府的有关广告规章和法规（regulatorymatters）；5利润管理（agency profit management）。
客户经理通过计划和协调公司的服务部门，为客户提供更好的服务。
是广告代理商的中心工作，肩负着使客户满意从而建立起长期的合作关系，及推动广告代理商内部工作有效运转的任务。
它是广告代理商直接同客户进行沟通、交流的一种功能。
习惯上称为“广告公司”，即《中华人民共和国广告法》中所称的广告经营者，一般设有许多职能和业务部门。
称“运动”或“战役”。
广告活动包括以下四个重点：制作适当的销售信息、及时传达给受众、选择适当的时机，用合理的成本。
广告主制定一项能测定的目标后，为达到这一目标制定广告战略，然后在市场上执行，包括：广告计划、广告制作、销售及营销等。
分为企业的广告部和媒介的广告部。
企业的广告经理负责拟定、审核及实施企业的广告计划。
一般也是负责有关广告的具体工作。
媒介的广告部经理负责出售报刊等的版面，广播、电视的时间等。
利用机场的候机室及在机场内其他各种场地和设备上制作刊出的广告，也包括在指示牌上制作的广告。
广告通过媒介向目标受众诉说，以求达到所期望的反应。
诉求是制定某种道德、动机、认同，或是说服受众应该去做某件事的理由。
诉求分三类：理性的、感性的和道义的。
诉求所用语句应具有强烈的感染力。
群体抽样的一种形式。
样本空间按区域进行划分，选定某抽样区域，如一个县、一个行政区、一个街区，从中确定调查对象。
接受广告的公众，也就是广告的对象。
通过任何广告媒介接触的观众或听众，都有数量、特征方面的不同需要考虑到。
new Branding & Strategy in China 中英文new
Hog GR/ FN concentrate 生长/育肥猪料
80%
20%
10purinafushun
Standing position 目前状况
Quality （nutrition ) 质量（营养)
4 purinafushun
Competences能力 能力 What will we do?
我们做什么？
BRAND 品牌
Beyond marketing through “Brand model” 通过“品牌”驾驭市场
5 purinafushun
Brand promise 品牌口号
• Fedex: unrelenting commitment to deliver
16purinafushun
People/Thought/Action 人、思想、行动
Communication沟通 (From heart to heart )真诚、坦白 Winning team spirit必胜的团队精神
17purinafushun
BU 事业部
Plant specialization 工厂专门化
品牌不是只靠卖出来的。
Brand is to build relationship.
品牌意味着和顾客建立良好的关系。
7 purinafushun
Brand message to customers 向顾客传递品牌信息
Energetic 充满活力 Good quality 优良质量 Service 完善服务 Loyal 始终如一 Good people 优秀人才 Good philosophy 科学理念
品牌命名策略 英文
Corporate/Product Relationships
1. Single entity: Federal Express 2. Brand dominance: Marlboro (PM) 3. Equal dominance: Nissan Maxima 4. Mixed dominance: Bosch/ Blaupunikt 5. Corporate dominance: Xerox Acura - from equal (Acura Legend) to corporate dominance (Acura 3.5RL)
Designing branding strategy
Corporate dominant corporate brands (Kellogg) house brands (Frosted Flakes Mixed brands duel brands (equal prominence) endorsed brands (Chevy Blazer) Brand dominant mono brand (Absolute) furtive brand (identity secret; Turning Leaf)
Equity
Corporate level image determinants 1. Common product attributes, benefits (Quality, innovation) 2. People and relationships (customer orientation) 3. Values and programs (social resp) 4. Corporate credibility (expertise, trust, likeability)
联合利华的品牌策略分析
Evaluate the key issues in the change of Unilever’s Branding strategy? IntroductionBrand strategy is a significant approach for enterprises to differentiate themselves from competitors and achieve business success in the intense market environment at global level. Effective brand strategy has significant role in building unique brand image based on target customers and the strategic goals of enterprises. However, the change in brand image is often an essential for modern enterprises due to the change in both external environment such as customer demand and internal environment such as products and service. This leads to the need of an effective rebranding strategy to facilitate the change of brand image. The effect of an effective rebranding strategy on the change of brand image has been confirmed by the practice of Unilever’s rebranding strategy. Unilever as one of the most valuable global brands has achieved great success at global level in the past decades. However, the change in customer demand calls for the change in Unilever’s image. For instance, the increase awareness of local brand in ice cream industry leads to Unilever’s decision to change its image of ice cream image. The rebranding practice of Unilever is recognized as a success in changing brand image. Based on this, this report attempts to investigate how Unilever’s rebranding strategy changes its corporate image. The report firstly will introduce relevant theoretical models that are applicable when companies consider branding strategy and identify the main issues which should be considered in contemplating a change of branding strategy. The contribution of rebranding strategy to the change in corporate image would be examined by reviewing the impact of Unilever’s rebranding strategy on its image. The report confirms the positive impact of rebranding strategy on the change in corporate image. Theoretical modelsPrevious literature has classified the causes of rebranding into internal causes and external causes (Goi and Goi, 2011). Among all causes of rebranding, the change in business structure and the attempt to change brand personality in the perception of target customers are suggested as two most important internal causes of rebranding (Gambles and Schuster, 2003; Lomax and Mador, 2006). For external causes, changes in competitive position andmacro-economic situation are the main ones that make enterprises to implement rebranding strategy (Goi and Goi, 2011). In the case of Unilever, the above identified factors are the main causes that lead to the need of its rebranding strategy. In the recent two decades, customer demands and external environment change significantly and rapidly across the world. The existing corporate image that is created by Unilever’s prior brand strategy could not satisfy the need of customers and cope with the change in external environment. Within this context, the attempt to update its image in the mind of its customers drives the company to implement a rebranding strategy.Saraniemi et al (2009) propose a process model of corporate re-branding to understand the main steps in rebranding strategy. The model suggests that the identification of driving forces and causes of rebranding is the first step in the process model. After that, the analyses of the current situation, competitive position, and main competitors should be implemented. Based on the identification and analyses, brand plan must be created to determine the vision and purpose of rebranding. Various decisions should be made this this phase. Moreover, it also shows that the process of rebranding, to some extents, is a continuous process. The actual outcome of a rebranding strategy should be evaluated and continuous effort should be made in order to achieve better outcome of rebranding.Fig 1: Process model of rebranding suggested by Saraniemi et al (2009)Issues to be considered when contemplating a change of branding strategyDrives for the change of branding strategy, particularly change in customer demands are the primary issues which should be considered when contemplating a change of branding strategy. From the perspective of brand positioning theory, the development and implementation of branding strategy should base on consumer demand (Bhadury & Eiselt, 1999). Therefore, when contemplating a change in brand strategy, customer demand is also a key issue which should be fully considered. As it suggests above, the change in customer demand is an important driving force of rebranding. The change of branding strategy in many cases attempts to update a corporate’s personality in the mind of customers. This indicates that a change of branding strategy should base on actual change in customer demand. For instance, Unilever’s decision to change its brand image of ice cream business is driven by the change in customer demand. The company implements a change in its brand strategy to reinforce its brand position in order to satisfy the increasing awareness of local brands in ice cream industry in the UK.The features of both industry and the company should be also considered when contemplating a change of branding strategy. The features of industry often reveal potential change in industry structure and external environment (Muzellec et al, 2003). For instance, high-tech industry often experience quicker change in industry structure and technological factors are the main issues that affect the process of changing branding strategy. Therefore, the features of industry should be well considered when contemplating a change of branding strategy. Moreover, special features of the company itself also involves in the change in business structure, the nature of products and/or service, and so on (Van den Bosch et al, 2006). All of these could also have considerable impact on the effectiveness of changing a branding strategy.As the above process model of rebranding suggests, management support and personnel are also two important issues that affect the process of rebranding. Management support should be made available in the whole process of changing a branding strategy in order to achieve desired outcomes (Hankinson & Lomax, 2006). And personnel are suggested as the main creators of corporate brand with their actual behaviors. They both have significant impact onthe outcome of changing a branding strategy. As a consequence, management support and personnel should be taken into consideration when contemplating a change of branding strategy.At last, internal and external communication, and the needs of various stakeholders should be also considered when contemplating a change of branding strategy. Numerous stakeholders such as customers, employees, and communication agency are found to be involved in the process of rebranding. The balance of the needs of such stakeholders and communication between them are critical issues that have potential influence on the effect of changing a branding strategy.The impact that the change has had on UnileverA change of branding strategy could make companies to create new brand personality and image among customers, but in the meantime it also could potentially lead to chaotic brand image (Leventhal, 1996). Therefore, the consideration of potential influencing factors and the identification of the vision of rebranding are extremely important to achieve desired outcomes. The practice of the rebranding strategy of Unilever is a typical successful example of rebranding. The change in its branding strategy helps Unilever to create the image of local star brand. The image further enables the company to obtain cultural and mental identify from its customers. It could be concluded that the change of the branding strategy is one of the main success factors for Unilever at global market.A changing of branding strategy could cause some important influences to business operation of a certain company. Effective changing of branding strategy could help companies to get new vitality and further improve its brand image, while a poor changing of brand strategy could make companies to loss competitive advantages in their business operation process (Birnik et al, 2010). This indicates that a changing of branding strategy will cause a huge impact on a certain company. Unilever has obtained new competitiveness and vitality because implementing the change of branding strategy has improved the brand outdated issue. In recent years, sales performance of Unilever has been significantly improved. Therefore, the changing of branding strategy has promoted Unilever’s business development. The change ofrebranding exercise has made a huge contribution to help Unilever to win more market shares and business benefits in its business operation. In addition, the changing of branding strategy also cause a huge impact on other marketing activities. On the one hand, effective changing of branding strategy has improved its brand awareness and image.ConclusionIn summary, this report has identified relevant theoretical models are applicable when companies consider the change of their branding strategy. A process model of rebranding has been introduced in this report. It helps to understand the process of implementing a rebranding strategy. Furthermore, issues which should be considered when contemplating a change of branding strategy are also identified. Such factors would significantly impact on the effect of a rebranding strategy. The report calls on particular attentions to such factors in order to obtain desired outcomes of rebranding strategy. The report also confirms the positive contribution of rebranding strategy to the creation of new brand image and personallity among customers by reviewing the actual impacts of the changing of branding strategy on Unilever.ReferenceBhadury, J & Eiselt, H (1999). Brand positioning under lexicographic choice rules. European Journal of Operational Research, 113 (1): 1-16Birnik, A & Birnik, A & Sheth, J (2010). The branding challenges of Asian manufacturing firms. Business Horizons, 53 (5): 523-532.Gambles, B & Schuster, H (2003). The changing image of Birmingham libraries: marketing strategy into action‟, New Library World, 104 (1192): 361-371.Hankinson, P & Lomax, W (2006), “The effects of re-branding large UK charities on staff knowledge, attitudes and behavior‟, Int. J. Nonprofit Volunt. Sect. Mark., 11, 193-207. Leventhal, R (1996). Branding strategy. Business Horizons, 39 (5): 17-23.Lomax, W. and Mador, M. (2006), “Corporate re-branding: From normative models to knowledge management”, Brand Management, 14 (1/2): 82-95.Muzellec, L., Doogan, M. and Lambkin, M. (2003), "Corporate Rebranding - an Exploratory Review", Irish Marketing Review, 16 (2): , 31.Saraniemi, S., Jussila, R., and Juntunen, M., (2009). Corporate re-branding as a process. Proceedings of the 5th Thought Leaders International Conference on Brand Management, 6–7 April 2009, Athens, Greece.Van den Bosch, A.L.M., Elving, W.J.L. and de Jong, M.D.T. (2006), "The impact of organisational characteristics on corporate visual identity", European Journal of Marketing, 40 (7/8): 870-885.。
BRANDING STRATEGY
bond very closely with specific brands.
A Brand with High Brand Equity
(1) A brand with high brand equity is a very valuable asset .Brand valuation is the process of estimating the total financial value of a brand.
A: It can measure the brand's ability to capture consumer preference and loyalty.
Q：What is the factor of brand win in the marketplace？
A：These brands win in the marketplace not simply because they deliver unique benefits or reliable service.Rather ,they succeed because they forge deep connections with customers.
How to Measure Brand Strength?
Ad agency Young & Rubicam's Brand Asset Valuator measures brand strength along four consumer perception dimensions:
differentiation ( what makes the brand stand out ) relevance (how consumers feel it meets their needs )
4A公司管理系统常用英语
AAAA America Association of Advertising 美国／广告代理商协会advertising 广告、广告活动advocacy advertising 倡导型广告Account Executive 客户主管Account planning 客户策划Account Services 客户部Advertise 广告主Advertising Department 企业广告部agency 广告代理商Art Director 美术指导Assistant Partner 董事助理bid [bid] 广告竞标business-to-business advertising (B2B advertising) B2B广告brand image 品牌映象capitalism 资本本主义，资本运营commercial advertising 商业广告communication process 传播过程comparative advertising 比较广告consumer advertising 消费品广告consumerism 消费模式customer 顾客Chief Executive Officer(CEO) 首席执行长官Chief Financial Officer(CFO ) 首席财务官client 客户Copywriter 广告撰告人Creative Department 创作部Creative Director 创意总监deceptive advertising 虚假广告department 部门design 设汁稿data 数据director 主管end-user 最终用户、实际使用者industrial advertising 工业广告institutional advertising 社团机构广告Management Supervisor 管理监督Market share 市场占有率Marketing 营销Media Department 媒介部media planning 媒体策划media 媒介national advertising 全国性广告noncommercial advertising 非商业广告pitch 提案professional advertising 业服务型广告public service advertising(PSA) 公益广告puffery 吹捧式的广告qualitative 定性的quantitative 定量的Research Department 调查部retail advertising 零售商广告Sister agency 同属同-集团的广告公司supplier 制作公司Traffic Department 流程协调部Brainstorming 头脑风暴法Campaign 广告攻势Commercial 影视广告片coupon 赠券、折价券logo 品牌标识magazine 杂志media budge 媒体预算media mix 媒体组合medium 媒体(指某个媒体)metropolitan 大都会的outdoor 户外媒体promotion 推广用品public relations(PR．) 公共关系radio 广播媒体Situation Analysis 背景分析Slogan 广告口号Television program 电视节目Website [websait] 主页，网站Drive-time 交通高峰时间So big 做大Numbers 数据Yeah 是的(对啦)A priori 先验估汁(演绎法)A posteriori 实测值(归纳法)Code 编号debranding 品牌屏蔽测试depth Interview 深度访谈desk research 案头调研dichotomous question 两分问题double-barreled question 两难问题double-blind 双盲测试(指实验组和对照组)fatigue bias 疲劳偏差fieldwork 现场调查focus group 焦点小组interview 访谈market research 市场调查mystery shopping 以购物为掩护的调查observation 观察panel 重复凋查样本群participant 参与者population 总人口，总体sample 抽样误差skew 歪曲survey 调查tabulation 统计制表boil down to 归结为hard-and-fast 明确易懂pretty much 大致上analysis 分析community relation 社区关系competitor 竞争者、对于content integration 软性广告cost effective 广告成本效益creative 创意government relations 政府关系grass roots marketing 贴身式营销industry 行业integrated marketing communication 整合营销传播litigation 起沂，诉讼markets 市场组合media service 媒介代理merger 企业合并online advertising 在线广告point-of-purchase （pop）焦点广告position 定位print 平面广告媒体publics 公众群体strategic philanthropy 策略性公益事业strategy 策略、策划target audience 目标受众web design 网站设计digital 数字化co-marketing 联袂营销conference 会议consulting 咨询corporate identity 企业识别culture-specific 文化(民族)特性demographic marketing 人口统汁特征营销direct mail(DM) 直邮广告direct marketing 直销event planning 活动策划exhibition stand 展台integrated branding 整合品牌传播internal corporate communications 企业内部沟通investor relations 股东关系nontraditional 非传统的packaging 包装product placement 产品涉入promotion 活动psychographic 心理统汁的retail 零售retail space 零售市场区域sales promotion 促销活动sponsorship 赞助trade channels 业务渠道vertical publications 行业刊物viral marketing 传染式营销best face forward 展现最佳面貌speak with One voice 统一传播口径the edge 优势top to bottom 自上而下Billboard 广告路牌Blow in card 报刊广告插页Bulldog edition 报纸的早发版Car card [ka：ka：d] 车厢广告Counter advertising 异议式、对抗式广告Display advertisement 陈列式广告Electric spectacular 霓虹灯广告Free-standing insert 非装订广告插页House organ 企业专刊(杂志)Insert 广告插页Island display(超市内)堆头式陈列mail-order advertising 邮购广告network 电(视)台网out-of-home advertising 家外媒体painted bulletin 手绘广告牌panel 广告牌pass-along reader 传阅读者poster panel 用印刷画面拼贴的广告牌shelf screamers 货架插件广告物supplementary media 辅助媒体(非大众传媒) vehicle 广告载体count out 清点，算出make it through the day 过一整天pass．．．off to 把……给出pass-along reader 传阅读者poster panel 用印刷四画面拼贴的广告牌shelf screamers 货架插件广告物supplementary media 辅助媒体vehicle 广告载体count to 清点，算出make it through the day 过一整天pass．．．off to 把……给出ad planning 广告策划admen 广告人appeal 诉求consumer behavior 消费者行为copy platform 文案大纲creative stratgy 创意策略DAGMAR 广告效果评估体系Day part 时段Decay constant 衰退常数hierarchy-of-effect theory 效果层级理论infomercial 电视直销节日market profile 市场状况market segmentation 市场细分persuasion process 劝服过程primary demand advertising 品类诉求广告product-related segmentation 产品消费量细分seasonality 季节性selective demand advising 选样性诉求(品牌)广告soft sell 软销，感受型广告strategic planning 战略策划teaser campaign 悬念式(调味)广告攻势rule-of thumb 经验法则brand manager 品牌经理corporate advising 企业广告family brand 多品类品牌generic brand 非名牌(产品)green advertising 绿色策略式广告image advertising 形象广告line 产品系列name-brand 名牌national brand 全国性品牌parity 同等private brand 零售商自有品牌product different 产品差异product management品牌管理product positioning 产品定位reference group 参照组tagline (广告)行动口号top -the -line 顶级的trade character 吉祥物utility 好处，用途really do something with 确实能用它做些文章zccumulation 受众数(特定周期内)audience duplication 重复受众brand development index 品牌成长指数category development index(CDI) 销量成长指数coverage 覆盖率，覆盖范围cumulative coverage 累计（总）覆盖率exposure 告显露次数frequency 广告频次gross audience 受众总量gross impression 总印象gross rating points 总收视点loyalty index 忠诚度mags 杂志(简写)media concentration theory 媒体集合理论media dominance theory 媒介优势理论media plan 媒体计划net unduplicated audience 受众participation 参与program delivery rate 节目到达率reach 到达turnover 受众流失overall 全部的rerunning numbers 复核---的数据archetype 标准受众，原型availability 空余时段back- to-back 广告连播chain break 节目提示标板circulation 发行量continuity 持续型排期continuous advertising 持续型广告fresh 新颖的fringe time 非黄金时段holding power 节目(频道)凝聚力holdover audience 既有观众inherited audience 既有观众open end 节日提示语广告时段piggyback 同一客户广告连播prime time 黄金时报pulsing 栏栅式(或间隔式)排期roadblock 拦路广告run-of-schedule(ROS) 非指定时段staggered schedule 交错排期wave scheduling 波浪式排期wear out 广告磨损ln lieu Of 代替buried position 被淹没的广告位column inch 栏／英寸(报纸广告单位) double truck 双页／，告(跨页)facing 一个广告牌(户外媒体单位) franchised position 专用广告位置insertion 平面媒体广告次数insertion order 广告版位定购island position 独立广告版位lifestyle segmentation 生活形态细分local advertising 地方性广告make good 补偿广告media buy 媒体购买media buying service 媒体购买代理narrow casting 小范围播放(窄播) preferred position 首选广告版位readership 读者人数representative 媒体销售代表run-of-press 随意安置的广告版位split run 分版刊登spread[spred] 杂志跨页card rate 广告市价combination 套装广告价controlled circulation 定向发行量cost per point(CPP) 每收视点成本cost per thousand(CPM) 每千人成本earn rate 媒体折扣价flat rate 统一价格grid card 电波广告刊例guaranteed circulation 承诺发行量horizontal publication 横向出版物AA（Account Assistant）客户助理Action Plan 行动方案AD（Account Director）客户总监Add Value 附加价值Ads（Advertisement）广告Advertorial付费软文AE（Account Executive）客户代表、客户主任Agency 代理商AM（Account Manager）客户经理Analysis Tools分析工具Announcement 公告Annual Report年报AP (Asia-Pacific) 亚太区AR List 任务清单ATL (Above the Line) 线上活动Attachment附件Audience Awareness公众认知度Auto Industry 汽车行业Awareness 认知Background Analysis 背景分析Background material 背景材料。
销售计划名词解释
竭诚为您提供优质文档/双击可除销售计划名词解释篇一：销售管理名词解释1名词解释：1销售管理：是对企业销售人员及其活动进行计划，组织，控制，招聘，培训，指导，激励与评估，从而实现企业目标的活动过程。
2销售目标管理：就是通过设定合理的销售目标，并对其进行合理的分解，通过合适的手段予以实施和监控，并关注最终结果和评估的一种管理过程。
3销售预测：是指在未来特定时间内，对整个产品或特定产品的销售数量与销售金额的估计。
4销售配额：是指分配给销售人员的在一定时期内完成的销售任务5销售预算：是指完成销售计划的每一个目标的费用分配。
6销售区域：是指在一段给定的时间内，分配给某个销售员，分支机构或中间商的一定数量的当前和潜在的顾客。
7销售网络：8赊销：9客户管理：10客户关系管理：是指通过培养企业的最终客户，分销商和合作伙伴对企业及其产品更积极的偏爱和喜好，留住他们并以此提升企业业绩的一种营销策略。
11客户分析：简答题：五、销售组织的类型1区域结构型销售组织，2职能结构型销售组织3产品结构销售组织，4顾客结构型销售组织十二、销售人员的考评方法1主观考评（1）产出指标（2）投入指标（3）比率指标2.客观考评（1）评分法（2）图标尺度法（3）bARs法论述题：一、如何成为一个合格的销售经理1尽快适应角色变化，2勇敢的面对挑战，3在实践中不断学习，4培养优秀品质二、从不同角度论述激励销售员的方式1环境激励，2目标激励，3物质激励，4精神激励篇二：营销管理名词解释《营销管理》第二章制定营销战略与营销计划一、营销和顾客价值1.价值交付过程：选择价值；提供价值；利用营销者传播价值。
2.核心业务流程：市场感知过程；新产品开发与实现过程；顾客获取过程；客户关系管理过程；订单履行过程。
3.核心竞争力的典型特征：它是竞争优势的源泉，并能够对顾客感知利益做出重大贡献；在市场上具有广泛的应用性；竞争者很难模仿。
4.核心竞争力最大化：重新界定业务概念或“大智慧”；重新划定企业的业务范围；重新定位企业的品牌个性。
(广告传媒)广告业常用英文术语
AAAA America Association of Advertising 美国／广告代理商协会advertising 广告、广告活动advocacy advertising 倡导型广告Account Executive 客户主管Account planning 客户策划Account Services 客户部Advertise 广告主Advertising Department 企业广告部agency 广告代理商Art Director 美术指导Assistant Partner 董事助理bid [bid] 广告竞标business-to-business advertising (B2B advertising) B2B广告brand image 品牌映象capitalism 资本本主义，资本运营commercial advertising 商业广告communication process 传播过程comparative advertising 比较广告consumer advertising 消费品广告consumerism 消费模式customer 顾客Chief Executive Officer(CEO) 首席执行长官Chief Financial Officer(CFO ) 首席财务官client 客户Copywriter 广告撰告人Creative Department 创作部Creative Director 创意总监deceptive advertising 虚假广告department 部门design 设汁稿data 数据director 主管end-user 最终用户、实际使用者industrial advertising 工业广告institutional advertising 社团机构广告Management Supervisor 管理监督Market share 市场占有率Marketing 营销Media Department 媒介部media planning 媒体策划media 媒介national advertising 全国性广告noncommercial advertising 非商业广告pitch 提案professional advertising 业服务型广告public service advertising(PSA) 公益广告puffery 吹捧式的广告qualitative 定性的quantitative 定量的Research Department 调查部retail advertising 零售商广告Sister agency 同属同-集团的广告公司supplier 制作公司Traffic Department 流程协调部Brainstorming 头脑风暴法Campaign 广告攻势Commercial 影视广告片coupon 赠券、折价券logo 品牌标识magazine 杂志media budge 媒体预算media mix 媒体组合medium 媒体(指某个媒体) metropolitan 大都会的outdoor 户外媒体promotion 推广用品public relations(PR．) 公共关系radio 广播媒体Situation Analysis 背景分析Slogan 广告口号Television program 电视节目Website [websait] 主页，网站Drive-time 交通高峰时间So big 做大Numbers 数据Yeah 是的(对啦)A priori 先验估汁(演绎法)A posteriori 实测值(归纳法)Code 编号debranding 品牌屏蔽测试depth Interview 深度访谈desk research 案头调研dichotomous question 两分问题double-barreled question 两难问题double-blind 双盲测试(指实验组和对照组)fatigue bias 疲劳偏差fieldwork 现场调查focus group 焦点小组interview 访谈market research 市场调查mystery shopping 以购物为掩护的调查observation 观察panel 重复凋查样本群participant 参与者population 总人口，总体sample 抽样误差skew 歪曲survey 调查tabulation 统计制表boil down to 归结为hard-and-fast 明确易懂pretty much 大致上analysis 分析community relation 社区关系competitor 竞争者、对于content integration 软性广告cost effective 广告成本效益creative 创意government relations 政府关系grass roots marketing 贴身式营销industry 行业integrated marketing communication 整合营销传播litigation 起沂，诉讼markets 市场组合media service 媒介代理merger 企业合并online advertising 在线广告point-of-purchase （pop）焦点广告position 定位print 平面广告媒体publics 公众群体strategic philanthropy 策略性公益事业strategy 策略、策划target audience 目标受众web design 网站设计digital 数字化co-marketing 联袂营销conference 会议consulting 咨询corporate identity 企业识别culture-specific 文化(民族)特性demographic marketing 人口统汁特征营销direct mail(DM) 直邮广告direct marketing 直销event planning 活动策划exhibition stand 展台integrated branding 整合品牌传播internal corporate communications 企业内部沟通investor relations 股东关系nontraditional 非传统的packaging 包装product placement 产品涉入promotion 活动psychographic 心理统汁的retail 零售retail space 零售市场区域sales promotion 促销活动sponsorship 赞助trade channels 业务渠道vertical publications 行业刊物viral marketing 传染式营销best face forward 展现最佳面貌speak with One voice 统一传播口径the edge 优势top to bottom 自上而下Billboard 广告路牌Blow in card 报刊广告插页Bulldog edition 报纸的早发版Car card [ka：ka：d] 车厢广告Counter advertising 异议式、对抗式广告Display advertisement 陈列式广告Electric spectacular 霓虹灯广告Free-standing insert 非装订广告插页House organ 企业专刊(杂志)Insert 广告插页Island display(超市内)堆头式陈列mail-order advertising 邮购广告network 电(视)台网out-of-home advertising 家外媒体painted bulletin 手绘广告牌panel 广告牌pass-along reader 传阅读者poster panel 用印刷画面拼贴的广告牌shelf screamers 货架插件广告物supplementary media 辅助媒体(非大众传媒) vehicle 广告载体count out 清点，算出make it through the day 过一整天pass．．．off to 把……给出pass-along reader 传阅读者poster panel 用印刷四画面拼贴的广告牌shelf screamers 货架插件广告物supplementary media 辅助媒体vehicle 广告载体count to 清点，算出make it through the day 过一整天pass．．．off to 把……给出ad planning 广告策划admen 广告人appeal 诉求consumer behavior 消费者行为copy platform 文案大纲creative stratgy 创意策略DAGMAR 广告效果评估体系Day part 时段Decay constant 衰退常数hierarchy-of-effect theory 效果层级理论infomercial 电视直销节日market profile 市场状况market segmentation 市场细分persuasion process 劝服过程primary demand advertising 品类诉求广告product-related segmentation 产品消费量细分seasonality 季节性selective demand advising 选样性诉求(品牌)广告soft sell 软销，感受型广告strategic planning 战略策划teaser campaign 悬念式(调味)广告攻势rule-of thumb 经验法则brand manager 品牌经理corporate advising 企业广告family brand 多品类品牌generic brand 非名牌(产品)green advertising 绿色策略式广告image advertising 形象广告line 产品系列name-brand 名牌national brand 全国性品牌parity 同等private brand 零售商自有品牌product different 产品差异product management品牌管理product positioning 产品定位reference group 参照组tagline (广告)行动口号top -the -line 顶级的trade character 吉祥物utility 好处，用途really do something with 确实能用它做些文章zccumulation 受众数(特定周期内)audience duplication 重复受众brand development index 品牌成长指数category development index(CDI) 销量成长指数coverage 覆盖率，覆盖范围cumulative coverage 累计（总）覆盖率exposure 告显露次数frequency 广告频次gross audience 受众总量gross impression 总印象gross rating points 总收视点loyalty index 忠诚度mags 杂志(简写)media concentration theory 媒体集合理论media dominance theory 媒介优势理论media plan 媒体计划net unduplicated audience 受众participation 参与program delivery rate 节目到达率reach 到达turnover 受众流失overall 全部的rerunning numbers 复核---的数据archetype 标准受众，原型availability 空余时段back- to-back 广告连播chain break 节目提示标板circulation 发行量continuity 持续型排期continuous advertising 持续型广告fresh 新颖的fringe time 非黄金时段holding power 节目(频道)凝聚力holdover audience 既有观众inherited audience 既有观众open end 节日提示语广告时段piggyback 同一客户广告连播prime time 黄金时报pulsing 栏栅式(或间隔式)排期roadblock 拦路广告run-of-schedule(ROS) 非指定时段staggered schedule 交错排期wave scheduling 波浪式排期wear out 广告磨损ln lieu Of 代替buried position 被淹没的广告位column inch 栏／英寸(报纸广告单位)double truck 双页／，告(跨页)facing 一个广告牌(户外媒体单位) franchised position 专用广告位置insertion 平面媒体广告次数insertion order 广告版位定购island position 独立广告版位lifestyle segmentation 生活形态细分local advertising 地方性广告make good 补偿广告media buy 媒体购买media buying service 媒体购买代理narrow casting 小范围播放(窄播)preferred position 首选广告版位readership 读者人数representative 媒体销售代表run-of-press 随意安置的广告版位split run 分版刊登spread[spred] 杂志跨页card rate 广告市价combination 套装广告价controlled circulation 定向发行量cost per point(CPP) 每收视点成本cost per thousand(CPM) 每千人成本earn rate 媒体折扣价flat rate 统一价格grid card 电波广告刊例guaranteed circulation 承诺发行量horizontal publication 横向出版物AA（Account Assistant）客户助理Action Plan 行动方案AD（Account Director）客户总监Add Value 附加价值Ads（Advertisement）广告Advertorial付费软文AE（Account Executive）客户代表、客户主任Agency 代理商AM（Account Manager）客户经理Analysis Tools分析工具Announcement 公告Annual Report年报AP (Asia-Pacific) 亚太区AR List 任务清单ATL (Above the Line) 线上活动Attachment附件Audience Awareness公众认知度Auto Industry 汽车行业Awareness 认知Background Analysis 背景分析Background material 背景材料Benchmark测试基准BI (Behavior Identity)企业行为识别系统Bidding 竞标Bio个人简历Boilerplate公司简介（附在新闻稿后面的关于该公司的简短介绍）Brand Communications Strategy品牌传播战略Brand Loyalty品牌忠诚度Brand Management Commission品牌管理委员会Brand Management Consulting Firm品牌管理顾问公司Brand Management品牌管理Brand Planning/Designing品牌策划/设计Brand Positioning Survey品牌定位调查Brand Positioning 品牌定位Brand Promotion品牌推广Branding Strategy品牌战略Briefing Kit资料包Briefing情况介绍BTL (Below the Line) 线下活动BU （Business Unit）业务部门Bulletin公告栏Bundle 附赠品Business E-Mail 商务电邮Business Model商业计划Business Philosophy 经营哲学Business Strategy 经营战略Campaign 公关或营销活动Career Development 职业发展Career Planning职业计划Case study案例研究Category 类别Celebration 庆典活动CEO Reputation Management CEO声誉管理CEO's Arrangement CEO接待Channel 渠道Chart 幻灯片中的页面China Golden Awards For Excellence in Public Relations中国最佳公共关系案例大赛China International Public Relations Congress中国国际公共关系大会CI（Corporate Identity）企业形象CIPRA（China International Public Relations Association）中国国际公共关系协会CIS （Corporate Identity Sysetm）企业形象识别系统Client Database Management客户数据管理Client Oriented Strategy客户导向战略Client Relations Development System客户关系开发系统Client Relations Evaluation System客户管理评价系统Client Relations Maintenance System客户关系维护系统Client Relations Management System客户关系管理系统Client Relations Management客户管理管理Client Relations Precaution System客户管理预警系统Client Relations Supporting System客户管理支持系统Client Relations客户关系Client Satisfaction Management客户满意度管理Clipping Report剪报报告Closing Phase结束阶段Code of Conduct行为准则Code of Ethics 职业道德Communication Model 传播模式Communications Kit新闻夹Communications Management 传播管理Communications Regions传播地域Communications Strategy传播战略Community Relations社区关系Competitor竞争对手Confidential 保密的、机密的Confidential Items保密条款Consecutive Interpretation交互式翻译Consultant顾问Consumer Buying Process 顾客购买过程Consumer Database顾客数据Consumer Orientation消费者导向Consumers/Dealers Assembly用户/经销商大会Contact Person 联系人Continuous Education继续教育Controlling Phase 控制阶段Coordination Communicating协调沟通Copywriter 文案Copywriting公关文案Core Competitiveness核心竞争力Core Media核心媒体Corporate Affairs企业事务Corporate Image企业形象Corporate Profile公司简介Corporate Reputation企业声誉Corporate Video 宣传片Cost Control成本控制Cost Management成本管理Creative & Design创意设计Credential公司或个人简介Crisis Control 危机控制Crisis Management Office危机管理办公室Crisis Management Planning危机管理策划Crisis Management Team危机管理小组Crisis Management危机管理Crisis Research危机研究Crisis Statement危机声明Customer testimonial客户证言Datasheet宣传页Decoration 现场布置（装饰）Demand GenerationDemo Booth 产品演示台Diagnosis诊断Director总监Distributor 分销商DM （Direct mailing ）直邮Domain Name Registration 域名注册Donation捐赠EC（East China)华东Editorial Calendar媒体刊登计划Effective Communications有效传播Employee Compensation员工薪酬Employee Relations员工关系Environment Analysis环境分析Environment Issues环境问题Ethics of the Profession 职业道德Event Management事件管理Event Planning 事件策划Event事件、活动Executing Phase 执行阶段Execution 执行Executive President 执行总裁Fact Sheet资料（数字或其他材料）FAQ 常见问题问答Fashion Business时尚产业Feature article 深度文章Feature文章类型中的通讯Finance Management财务管理Financial Communications财经传播Flyer 宣传单页Follow-up跟进Forum 论坛GCG（Grand China）大中国区Glossary词汇表Government Affairs政府事务Government PR 政府公关Government Relations政府关系Govt （Government）政府Graphics图形文件Greetings问候语Health Care医疗保健High Tech高科技Hospital PR 医院公关Human Resource Management人力资源管理IMC (Integrated Marketing Communications)整合营传播Implementation实施Incentive Plan激励计划Industry Participation行业参与Initiating Phase 初始阶段INPUTS Evaluation Tools输入级评估工具Integration Management整合管理Interactive PR 网上互动公关Internal Magazine内部期刊Internal Communications System内部传播系统Internal Communications内部传播Internal Film内部电影Internal PR 内部公关International PR国际公关Internet Communications网络传播Internet Media Communications 网媒传播Interpersonal Communications人际传播Interpreter翻译Interview 专访或面试Introduction Lantern宣传幻灯Investor Relations投资者关系Invitation Letter 邀请IPR（Institute of Public Relations）英国公共关系协会IPRA（International Public Relations Association）国际公共关系协会Issue Diagnosis问题诊断Issues Management问题管理ISV （Individual Software Vendor）独立软件开发商Job Evaluation绩效考核Journalist记者Key Media关键媒体Key Messages 关键信息Keynote Speaker主题演讲人Keynote Speech主题演讲LA（Large Account）大客户LE （Large Enterprise）大客户Leadership 领导者Legal Duty法律义务Life Cycle of the Products 产品生命周期Lobby游说Logo标识Long Term Program长期项目Lucky Draw 抽奖Marcomm（Marketing Communications）营销传播Market Analysis Report市场分析报告Marketing Communications Mix营销传播组合Marketing Communications营销传播Marketing Strategy 市场营销战略Marketshare 市场份额Mass Media大众媒体MB（Medium business）中客户MC（Master of Ceremonies）主持人MC（Middle China）华中MD（Managing Director）董事总经理、执行董事Media Assistant媒介助理Media Analysis媒体分析Media Communications Strategy媒体传播战略Media Communications媒体传播Media Coverage 媒体覆盖率Media Director 媒介总监Media Executive媒介代表、媒介主任Media Inquiry媒体垂询Media Kit媒体资料包Media List媒体名单Media Manager媒介经理Media Monitor媒体监测Media Relations媒介关系Media Research媒体研究Media Tour媒体拜访或媒体外出巡游Media媒体Meeting Agenda会议议程Meeting Minutes 会议记录Merchandise促销物品Methodology方法论MI (Mind Identity)企业理念识别MI（Media Index)企业媒体声望指数Mindshare 品牌影响力份额Miscellaneous 杂费Monthly Report月报Multifunctional Task Force多职能任务小组National Standards of the PR Professional Qualification国家公共关系职业资格标准NC（North China）华北NE （Northeast China）东北Negative Report负面报道New Product Launch新产品发布News Clipping新闻剪报News Release新闻发布Newsletter通讯No-profit PR 非营利机构公关Norms of Excellent PR Management 卓越公共关系管理标准NW（Northwest China）西北Objective Diagnosis目标诊断Offering 服务内容On Site现场Online Advertisement 线上广告Online Communications线上传播Online Marketing Communications 线上营销传播Online media网络媒体Online Roadshow 网上路演Online Survey网上调查OOP（Out-of-Pocket）杂费、日常工作发生的成本Open-day Visits开放日参观Opinion Leader舆论领袖OUTCOMES Evaluation T ools输出级评估工具OUTPUTS Evaluation Tools效果级评估工具Outsourcing 外包OV（One Voice）一个声音Photo Library图片库Planning Phase 策划阶段Polish文案润色POP (Point Of Purchase Advertising) 导购点广告Positioning定位Post Event 善后工作Poster 海报Postmortem 会后书面的简短总结报告Postscript后记PR Agency公关公司PR Consulting Market公关顾问服务市场PR Consulting Practice公关顾问实务PR Consulting Service公关顾问服务PR Consulting Tools公关顾问工具PR Directorr 公共关系总监PR Evaluation公关评估PR Event 公关活动PR Guideline公关方针PR Management Working Code公关管理工作准则PR Manager 公共关系经理PR Procedure公关流程PR Proposal公关建议书PR Supervisor 公共关系主管Pre Event前期工作Pre-evaluation 预评估Preface前言Presentation 演示、陈述President 总裁Press Conference新闻发布会Press Kit媒体新闻夹Press Release新闻稿Print Media平面媒体Priority 优先的Procurement Management预警管理Product Test产品评测Profession Responsibility 职业义务Professional Association 专业协会Professional Certification 职业认证Professional Consultant 专业顾问Professional fee专业服务费Professional Grading专业等级Project Life Cycle项目生命周期Project Management项目管理Project Owner项目委托人Project Title项目标题Project公关项目Proposal公关建议书PRSA（Public Relations Society of America）美国公共关系协会Pubic Opinion公众舆论Public Affairs公共事务Public Relations Consulting公关顾问Public Relations Crisis公关危机Public Relations Management公关管理Public Relations公共关系Public Utility公用事业Publicity宣传Q&A问题问答Qualified Project Manager合格的项目经理Quality Control质量控制Quality Management质量管理Questionnaire调查问卷Quotation报价Real Estate房地产Recommendatory 推荐信Recruitment招募Reference参考资料Rehearsal预演、彩排Report报告Reputation Management 声誉管理Research Tools研究工具Reseller 经销商Retainer长期客户Review回顾、总结Risk Management风险管理Roadshow巡展、路演Rude question 不友好的问题SAE（Senior Account Executive）高级客户代表、高级客户主任SAM（Senior Account Manager）高级客户经理SB （Small business）小客户SC（South China）华南Scope Management范畴管理Seminar研讨会Senior Consultant高级顾问Senior Media Executive高级媒介代表Senior Media Manager高级媒介经理Senior Vice President 高级副总裁Shareholders利益关系人Simultaneous interpretation同声传译Slide 幻灯片Slogan口号Social Activities社会活动Social Responsibility社会责任Source Materials客户提供的辅助资料Souvenirs & Gifts 纪念品和礼品SOV （Share of Voice）Speaking with One Voice 用一个声音说话Spokes Person Tips发言人技巧Spokesperson发言人Sponsorship Planning赞助策划Sponsorship 赞助Strategic Consulting战略咨询Strategy Communications Systems战略传播系统Strategy 战略Success Story成功故事Summary 简介、概述Supplier 供应商Survey调查SW（Southwest China）西南SWOT analysis优势、劣势、机遇、威胁分析Synopsis概要总结Target Audience 目标受众Task Marketing任务营销TBD （To be Detail）需更详细信息Team 小组、团队Technical Article技术文章Theme 主题Time Management管理Time Sheet时间管理表Two-way Asymmetry双向非平衡模式Two-way Communications双向传播Two-way Symmetry双向平衡模式Vendor 供应商Venue 会议地点Vertical media行业媒体VI (Visual Identity)视觉识别VIP Speech 讲话稿Virtual Computer虚拟主机Vision愿景Voiceshare 曝光信息份额VP（Vice President）副总裁VSB （Very small business）特小客户、超小客户Website Construction网站建设Whitepaper白皮书Workshops工作研讨Worldwide 全球特写feature articles以货代款in kind机构广告institutional advertising前期市场企业广告market prep corporate advertising 营销公关marketing public relation新闻简报news/press release意见抽样opinion sampling招贴posters传媒炒作press agentry传媒工具press/media kit公共事务public affairs公共关系户public relations公共关系广告public relations advertising宣传publicity公众publics招聘广告recruitment advertising声望经营reputation management撰写讲演稿speechwriting赛场营销venue marketing新闻通报录像video news release执行证明书affidavit of performance受众构成audience composition受众占有率audience share时间表avails一刻平均听众数average quarter-hour audience一刻平均收听率average quarter-hour rating一刻平均占有率average quarter-hour share交换辛迪加barter syndication无线电视broadcast TV有线电视cable TV单位成本CPP千人成本CPM累积听众数cumulative persons累积收听率cumulative rating时段组合day-part mix预定市场区域designated market areas班车时间drive time首播辛迪加first-run syndication形象移植imagery transfer信息式广告informercial互相连接interconnect广播电视网networks网外辛迪加off-network syndication协办participation basis占位价格preemption rate黄金时段prime time节目式广告PLA节目收率视program rating节止编排形式programming formats视听率调查服务公司rating services电台指定时间run-of-station受众总数total audience总体受众计划total audience plan广告网络ad networks广告查询ad request横幅广告banner商业回邮件business reply mail分类广告Web站classified ad Web site编辑名录compiled lists立体创意直邮creative dimensional direct mailing 数字互动媒介digital interactive media直邮广告direct-mail advertising内部刊物house organs互动电视interactive TV互联网Internet互联网服务供应商Internet service provider销售信函sales letters广告礼品advertising specialty展台booths路牌bulletin structure车内尾部招贴car-end posters电影贴片广告cinema advertising陈列媒介exhibitive media全面登场full showing车内广告牌inside cards户外媒介out-of-home media车体招贴outside posters包装packaging奖品premiums标准户外广告standardized outdoor advertising 成品招贴stock posters优惠赠券take-ones商业展示会trade shows交通广告transit advertising广告英语术语——媒介策划用语广告印象advertising impression广告反应曲线advertising response curve注意度attention value受众audience受众目标audience objectives品牌开发指数brand development index品种开发指数category development index发行量circulation成本效益cost efficiency单位成本cost per point千人成本cost per thousand创意组合creative mix分布目标distribution objectives有效频次effective frequency有效到达率effective reach暴露值exposure value频次frequency市场markets组合mechanics媒介media媒介策划media planning媒介载体media vehiclesAE——Account Executive——客户代表，或客户执行。
营销行业常用英语词汇
营销行业常用英语词汇
导语：营销的本质是抓住用户消费者的需求并快速把需求商品化。
下面是YJBYS 小编收集整理的有关营销的英语词汇，欢迎参考!
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
budgeting 预算
bundle 捆绑
busines strength rating 商业能力评分
business plan 商业计划
business position 经营地位。
春节营销方案英文怎么说
春节营销方案英文怎么说Introduction:The Spring Festival, also known as Chinese New Year, is one of the most important traditional holidays in China. It is a time for family reunions, celebrations, and gift-giving. As a marketer, it is crucial to seize this opportunity and develop an effective marketing plan to engage customers and boost sales during this festive season. This article aims to provide a comprehensive Spring Festival marketing plan, focusing on various marketing strategies and tactics that can be deployed to achieve optimal results.1. Understanding the Spring Festival Market:Before diving into the marketing plan, it is essential to understand the target market and their preferences during the Spring Festival. Conduct market research to gain insights into consumer behavior, trends, and changes in demand during this holiday season.2. Branding Strategy:Develop a unique Spring Festival theme and integrate it into your branding strategy. Create a special logo or tagline that reflects the festive spirit and resonates with customers. Apply this theme consistently across all marketing channels, packaging, and promotional materials.3. Product Development and Packaging:Introduce special edition products or limited-time offers to attract customers. Consider developing gift sets, incorporating traditional symbols or lucky colors associated with the Spring Festival. Enhance packaging to make it more festive and eye-catching. Ensure that the product assortment aligns with customer preferences during this period.4. Online Marketing Strategy:Utilize various online marketing channels to reach and engage with the target audience. Develop a compelling social media campaign across platforms like WeChat, Weibo, and Douyin (TikTok) to build brand awareness and generate buzz. Incorporate festive elements into content creation and offer online-exclusive promotions or discounts.5. Offline Advertising and Promotion:Take advantage of traditional advertising channels such as newspapers, billboards, and television to reach customers. Create visually appealing advertisements that highlight the Spring Festival theme. Host offline events, such as product launches or cultural performances, to enhance brand visibility and customer engagement. Collaborate with influencers or celebrities to endorse products and create word-of-mouth marketing.6. Partnership and Collaboration:Forge partnerships with other brands or local businesses for cross-promotion. Jointly develop limited-edition products or exclusive offers that attract both customer bases. Collaborate with cultural organizations or traditional artists to create unique brand experiences that resonate with customers during the Spring Festival.7. Online-to-Offline (O2O) Strategy:Merge online and offline experiences to create an integrated marketing approach. Offer online vouchers or discounts that can be redeemed in physical stores, thereby driving foot traffic. Connect online customers to offline experiences through interactive events or pop-up stores. Leverage mobile payment platforms like Alipay or WeChat Pay to facilitate seamless transactions and track customer behavior.8. Customer Relationship Management (CRM):Implement a CRM system to gather customer data and personalize marketing efforts. Tailor promotions and offers based on customers' preferences and past purchasing behavior. Send personalized greetings or offers during the Spring Festival to foster brand loyalty and enhance customer retention.9. Social Responsibility and Giving Back to the Community:Demonstrate corporate social responsibility by engaging in philanthropic activities during the Spring Festival. Donate a portion of sales to charitable organizations or sponsor community events. Communicate these initiatives through various marketing channels to build a positive brand image and deepen customer trust.10. Post-Sale Follow-Up and Analysis:Follow up with customers after the Spring Festival to gather feedback and improve future marketing strategies. Conduct post-sale analysis to evaluate the effectiveness of different marketing tactics. Use analytics tools to measure key performance indicators (KPIs) such as sales conversion rate, customer acquisition cost, and return on investment (ROI).Conclusion:Developing a comprehensive Spring Festival marketing plan requires a deep understanding of the target market and a well-thought-out strategy. By implementing various marketing strategies online and offline, brands can effectively engage customers, boost sales, and strengthen brand loyalty during the festive season. Continuous evaluation and refinement of marketing strategies are essential to ensure long-term success in capturing the opportunities presented by the Spring Festival.。
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白领先生
• 新生事物接受快，
喜欢探奇，通常 是流行的制造者 • 较强的参与性， 希望和别人交流 • 爱好娱乐内容
• 新生事物接受快，
有一定经济能力， 是付费业务的尝 试者 • 较强的参与性 • 主动性较强 • 注意实用性 • 信息需求量大
• 成熟而又具有活
力的人群 • 更加注意实用性 • 已经有经济实力 消费
活动
• 研讨本次市场研究将要
支持什么决策 • 对已有消费者资料做初 步分析 • 对竞争对手进行初步分 析
• 召开定性消费者访谈或座
谈会了解其需求、使用行 为、满意度等等 • 内部数据分析以期了解服 务于不同消费者的内部成 本，推算不同消费需求的 价值体验
• 实施消费者调研以收集有
关其需求、行为、满意度 等完整的信息 • 了解细分市场的大小、机 会潜力 • 构画目标细分市场轮廓用 于今后实施定向营销计划
细分市场 策略审计
定量调查/其他 消费者数据
聚类分析
交叉分 析描述 细分市 场轮廓
聚类分析
消费者以其在需求、态度、行为、人口特征上的类似 性/有别性分成不同的类型
总体 样本 4 - 类方 案
1 2
5–类 方案
1 4 2 3
6–类 方案
2 1 4 5 3
等等
3
模式一：消费客户市场细分业务定位法
探奇少年 网络先锋
成果 • 细化的工作计划
• 假设的细分市场
• 确定谁是购买的决策者 • 消费者需求、购买动机的
清单 • 明晰接触点，及表现 • 更进一步的细分市场假设
• 定型的市场细分及定义 • 针对该细分市场的定位策
略和整合营销策略
大体上有八种细分市场的类型
一级城市 二级城市 农村 地理位置
什么地方 什么时间 如何使用
细分市场3
低 低 本质吸引力 高
“价值选择”的总体思路
选择价值 交付价值 沟通价值
为品牌战略奠定基础
对消费者的深刻认识是品牌战略成功的核心
有效的营销 选择 价值 提供 价值 沟通 价值
• 资产 • 关系 • 技能
在每一个阶段对消 费者的认识都很重 要
• 学
一个典型市场研究的工作流程
明确市场研究的目的以及对 最终结果的假设 获取对消费者需求、购买 决策驱动因素的深刻认识 定义目标市场及规划策略
网络稳定服务至上型 客户价值
3
基本保障型 公 共 事 业
2
医 院
低
1 1 2 3 4 5
低
进入壁垒
高
“价值选择”的总体思路
选择价值 交付价值 沟通价值
消费者细分
选择目标市场细分
定义价值定位
实用的市场细分经得起营销实践和业务发展实践的双重检验
所有消费者 细分市场 1 细分市场 4
细分市场 2
细分市场 3
1.5
特色
探奇少年
影视因子
网络先锋 特色因子 游戏因子
1.0
.5 音乐因子
资讯因子 白领先生
0.0
-.5 Dimension 2
痴迷一族 交友因子
-1.0
-1.5 -2.5 -2.0 -1.5
财经因子
功能因子 现代女性
细分人群 因子
时尚因子 -1.0 -.5 0.0
.5
1.0
Dimension 1
在宽带门户建设上考虑针对现代女性内容设计
研究工具
• 小组座谈会 • 深入访谈
• 使用与态度调查 • 结合分析
数据 分析
问卷
小组讨论
一对一谈话
调研分析
数理统计方式法是定量研究的主要分析工具
细分市场 策略审计 样本结构 交叉分析 描述细分 市场轮廓 随机样本 • 保证样本具有选定市场的代表性 有效样本 • 总样本量至少在N=300，每个细分市场 不得少于N=50
-0.02 0.05
0.23
0.13 0.14 0.09
总体100% 需求要点
10% 重在交友、 音乐、影视 因子
19% 重在交友、 教育因子、 体育因子
30% 重在体育、 特色、交友、 财经
29% 重在特色、 交友、时尚、 音乐
12% 重在音乐、 游戏、时尚、 影视、财经、 体育
五个细分用户群因子对应分析
-0.06 -0.16 0.15
-0.05 0.14
网络先锋
0.01 0.13 0.39 0.33
白领先生
-0.11 -0.35 0.15 0.19 0.03 0.28 -0.26
现代女性
-0.07 0.23 0.35 -0.05 0.38 -0.08 0.09
痴迷一族
0.1 0.28
0.39 0.45 0.67
细分市场１ 细分市场2 细分市场3 细分市场4 细分市场5 细分市场6
3 5 4 6 7
8
评估企业自身能力适应度
能力评估 得分 0 难以获得 1 容易获得 2 已经具备
最终用户细 吸引力得分 （0-10分） 分市场
衡量标准
销售
细分市场１ 细分市场2 细分市场3
4 6 6 7
8
设计能力
难以获得
容易获得
已经具备
供应链能力 制造技术与 设备
难以获得 难以获得
容易获得 容易获得
已经具备 已经具备
细分市场4 细分市场5 细分市场6
制造可塑性
难以获得
容易获得
已经具备
9
选择谁是最适应的目标市场
高 细分市场6 细分市场2
细分市场4 细分市场5 能力适应度 细分市场1 主要目标用户细分市场 • 细分市场2 • 细分市场1 • 细分市场4
模式二：行业客户市场细分业务定位法
信息化程度
高
政府 公共事业
中
低
管理型 业务型
金融、信息技术与 贸易 互联网、物流、媒 咨询 体 旅游 机械制造 电器、电子、通讯 医药制造 设备行业 宾馆酒店
广告、建筑、房地 产 消费品制造行业
生产型 服务型
•黑字行业为网络稳定服务至上型：追求应用的安全性和稳定性，并且有专业化服务需求。 •红字行业为价格导向产品优化型：采用行业特有解决方案，降低费用视使用新业务的主要 原因。
脚注：括号内数据为因子相关系数，该系数表明该变量因子与“关键因素”的相关性，系数值越接近一，说明 相关性越强；越接近零，相关性越
五个细分市场对九大“吸引力因子”的偏好
探奇少年
影视因子 音乐因子 交友因子 特色因子 功能因子 资讯因子 时尚因子 游戏因子 财经因子
-0.04 -0.18 -0.36 -0.43 0.36 -0.01 -0.11 0.04 0.01 -0.08 0.12
定量调查/其 他消费者数据
聚类分 析
常见的问卷内容
品牌/产品/ 广告认知 品牌形象
产品使用和 态度
关键购买因 素的重要性 /满意度
价格与其 他优惠的 得失结合
生活态度 媒体习惯
产生细分市场的聚类过程要结合严谨的科学方法和灵活 的基本常识 细分市场评估
聚类结果
2 1 4 5 3
同类共性 • 同类消费者具有类似的特征 异类差别性 • 不同类的消费者之间有明显的特征 差异
现代女性
痴迷一族
• 知识女性为主 • 该群体网上生活
不是非常丰富 • 对女性、时尚内 容关注度较高
• 上网已经成为生
活一部分 • 网上行为非常丰 富 • 通常在网上有某 一方面的偏好
因子分析揭示宽带用户九类需求
影视因子
• • • • •
电影播放(.36) 电影下载(.34) 电影频道(.30) 电视节目播放(.22) 电视频道(.21)
• 客户的物理地点在哪里？
–客户的使用模式是否随地点变化而变化？
以需求为基准的细分市场优于以简单人口特征为基准的细分市场
以地理位置,人口特征为基 准的细分市场 以心理性向/生活方式为 基准的细分市场
以需求为基准的细分市场
对行为的预测性提高 好处 • 易于辩认
• 易于集中媒介沟通渠道 • 易于组织分销
对不同市场细分类型的评估
实 施 难 易 程 度
收入/价值 价值观/态度 需求 购买因素 产品/服务 的使用行为 使用场合
• 这些是推动独特的产品和服务的独特客户需
求么？
–客户需要/想要什么服务？ –他们愿意为之支付多少钱？ –目标客户希望怎样的接触方式？
• 是否存在通过新的产品服务和令人激动的产
品服务能够获得的独特目标客户细分？
•兰字行业为基本保障型：没有特殊行业应用，在基本业务保障的情况下，追求低费用。
对于运营商而言行业的进入可行性分析
5
高
4
大型连 锁
外资制 造
金 融 交 通
公 安
价格导向产品优化型
物 流
除图中标注以外，新 业务应用的明星类企 业用户有： 政府机关、电器大卖 场、大型企业集团、 大中型外资企业、保 险公司、证券公司等 信息化比较高的行业 用户
• 游戏频道(.48) • 组织游戏比赛(.46）
生活
特色因子
• • • •
儿童频道(.40) 青少年频道(.34） 老年频道(.35) 在线教育(.25）
资讯因子
• 新闻视频(.32) • 体育赛事视频直播(.52） • 体育赛事结束后的视频点播(.48)
时尚因子
•
• 汽车、服装、女人等时尚信
息(.57) 旅游、购物等商旅信息(.48)
工作
功能因子
• 个人邮箱(.31) • 搜索引擎(.40)
音乐因子
• 音乐频道(.46) • 音乐播放和下载(.41)
财经因子 娱乐
• 财经频道，提供股市行情、