市场营销专业英语单词完整
市场营销常用英语词汇
YA: Year Ago/去年同期PP: Previous Period/上期CHG: Change/变化MKT: Market/市场PROD: Product/产品VAL: Value/销售额VOL: Volume/销售量NUM: Numeric/数值WTD: Weighted/加权DIST: Distribution/铺货率S.P.P.D.: Sales Per Point of Distribution /每点销售额OOS: Out of Stock/缺货DIFF: Difference/变化PUR: Purchase/进货AVE: Average/平均数OPP: Opportunity/机会SHR: Share/份额IMPT: Importance/重要性MAT: Moving Annual Total /滚动年度YTD: Year-To-Date /截至当期的本年累计VALUE (Million)销售额(百万)VALUE YA去年同期销售额VALUE PP上期销售额VALUE % CHG YA当期销售额较去年同期销售额的变化VALUE % CHG PP当期销售额较上期销售额的变化VALUE % SHARE某销售额占总销售额的份额VALUE % SHARE YA去年同期某销售额占总销售额的份额VALUE % SHARE PP上期某销售额占总销售额的份额/- VALUE % SHARE YA当期销售额份额与去年同期销售额份额之差/- VALUE % SAHRE PP当期销售额份额与上期销售额份额之差VALUE % SHR OF TRADE细分市场的重要性(销售额比重)VALUE % SHR OF TRADE YA? 去年同期细分市场的重要性(销售额比重)VALUE % SHR OF TRADE PP上期细分市场的重要性(销售额比重)/- VALUE % SHARE OF TRADE当期细分市场的重要性较去年同期细分市场的重要性(销售额比重)之差VAL 100% MKT 100% MKT销售额VAL INDEX销售额指数VOLUME (Million) 销售量(百万)VOLUME YA去年销售量VOLUME PP上期销售量VOLUME % CHG YA 当期销售量较去年同期销售量的变化VOLUME % SHARE 某销售量占总销售量的份额VOLUME % SHARE PP 上期某销售量占总销售量的份额/- VOLUME % SHARE YA 当期销售量份额与去年同期销售量份额之差VOLUME % SHR OF TRADE细分市场的重要性(销售量比重)VOLUME % SHR OF TRADE YA去年同期细分市场的重要性(销售量比重)VOLUME % SHR OF TRADE PP 上期细分市场的重要性(销售量比重)/- VOLUME % SHARE OF TRADE YA当期细分市场的重要性较去年同期细分市场的重要性(销售量比重)之差VOL INDEX 销售量指数NUM IN STOCK 数值存货率NUM OUT OF STOCK 数值缺货率NUM PURCHASE DIST 数值进货率NUM TOTAL STOCK DIST数值总体铺货率NUM RELATIVE OUT OF STOCK数值缺货率与数值总体铺货率的比例WTD IN STOCK加权存货率WTD OUT OF STOCK加权缺货率WTD PURCHASE DIST加权进货率WTD TOTAL STOCK DIST加权总体铺货率WTD RELATIVE OUT OF STOCK加权存货率与加权总体铺货率的比例DIST (NUM) YA去年同期数值总体铺货率DIST (WTD) YA去年同期加权铺货率DIST (WTD) PP单月上期加权铺货率VAL S.P.P.D WTD（MONTHLY）最新一期加权存货单点销售额（单月）VOL S.P.P.D WTD（MONTHLY）最新一期加权存货单点销售量（单月）DIST（WTD）LATEST（MONTHLY）最新一期加权铺货率（单月）DIST（NUM）LATEST（MONTHLY）最新一期数值铺货率（单月）WTD OOS YA（MONTHLY）去年同期加权缺货率（单月）WTD OOS PP（MONTHLY）上期加权缺货率（单月）WTD OOS LATEST PERIOD（MONTHLY）最新一期加权缺货率（单月）WTD IN STOCK PP（MONTHLY）上期加权存货率（单月）WTD IN STOCK LASTEST PERIOD（MONTHLY）最新一期加权存货率（单月）DIFF WTD OOS VS PRIOR PERIOD（MONTHLY）最新一期加权缺货率与上期相比的差异（单月）WTD PUR DIST LATEST PRERIOD（MONTHLY）最新一期加权进货率（单月）’/- WTD DIST YA（MONTHLY）最新一期加权进货率与去年同期相比之差（单月）MAT TY NUM DIST AVE（MONTHLY）滚动年度平均数值铺货率（单月）VALUE SALES CONTRIBUTION（MONTHLY）销售额占滚动年度累积销售额的比例(单月)VOLUME SALES CONTRIBUTION（MONTHLY）销售量占滚动年度累积销售额的比例(单月)VOLUME OPP OF 100% DIST（MONTHLY）未铺货百分点（加权）可能产生的销量（单月）VOL OPP OF 100% DIST AS % SALES（MONTHLY）（在100%铺货率情况下）销售增长率（单月）MONTH STOCK TURN库存周转次数（单月）MONTH DAYS SUPPLY库存销售天数（单月）VAL S.P.P.D WTD（BIMONTHLY）最新一期加权存货单点销售额（双月）VAL S.P.P.D LATEST PERIOD（BIMONTHLY）最新一期加权铺货单点平均销售额（双月）DIST（WTD）LATEST（BIMONTHLY）最新一期加权铺货率（双月）DIST（NUM）LATEST（BIMONTHLY）最新一期数值铺货率（双月）WTD OOS YA（BIMONTHLY）去年同期加权缺货率（双月）WTD OOS PP（BIMONTHLY）上期加权缺货率（双月）WTD OOS LATEST PERIOD（BIMONTHLY）最新一期加权缺货率（双月）WTD IN STOCK YA（BIMONTHLY）去年同期加权存货率（双月）WTD IN STOCK PP（BIMONTHLY）上期加权存货率（双月）DIFF WTD OOS VS PRIOR PERIOD（BIMONTHLY）最新一期加权缺货率与上期相比之差（双月）WTD PUR DIST LATEST PRERIOD（BIMONTHLY）最新一期加权进货率（双月）’/- WTD DIST YA（BIMONTHLY）最新一期加权进货率与去年同期相比之差（双月）MAT TY NUM DIST AVE（BIMONTHLY）滚动年度平均数值铺货率（双月）VALUE SALES CONTRIBUTION（BIMONTHLY）销售额占滚动年度累积销售额的百分比(双月)VOL OPP OF 100% DIST AS % SALES（BIMONTHLY）（在100%铺货率情况下）销售增长率（双月）BI MONTH STOCK TURN库存周转次数（双月）BI MONTH DAYS SUPPLY库存销售天数（双月）VALUE SHARE IN HANDLERS存货单点所产生的销售额份额VOLUME SHARE IN HANDLERS存货单点所产生的销售量份额SDI（VAL）销售额发展指数SDI（VOL）销售量发展指数VAL COST OF O.O.S.加权缺货率所损失的销售额VOL COST OF O.O.S.加权缺货率所损失的销售量VAL % SHR GAP单点的销售额份额-市场销售额份额VALUE OF DIST GAP AS % OF SALES未铺货点的销售额占市场销售额的比例VAL OPP OF MISSING WTD DIST单点的销售额与市场销售额的差异VOLUME OF DIST GAP AS % OF SALES未铺货点的销售量占市场销售量的比例VOL OPP OF MISSING WTD DIST单点的销售量与市场销售量的差异VAL % SHR IN 100% MKT销售额份额(在所选市场范围内)VOL % SHR IN 100% MKT销售量份额(在所选市场范围内)VAL COST OF O.O.S. % SALES加权缺货率所损失的销售额占市场销售额的比例VOL COST OF O.O.S. % SALES加权缺货率所损失的销售量占市场销售量的比例VOL 100% MKT % CHG YA细分市场当期销售量份额较上年同期销售量份额的变化VOL 100% PROD % CHG PP整个品类的当期销售量较上期销售量的变化VAL 100% MKT % CHG YA细分市场当期销售额份额较上年同期销售额份额的变化VAL 100% PROD % CHG YA整个品类的当期销售额较上年同期销售额的变化VAL 100% PROD % CHG PP整个品类的当期销售额较上期销售额的变化% MERCH EFFECTIVENESS店面库存占总体库存的比率PURCHASES % SHR进货量份额PURCHASES % CHG YA当期进货量与上年同期比较PURCHASES % CHG PP当期进货量与上期比较STOCK (Million)库存量（百万）STOCK % SHARE库存量份额STOCK % CHG YA当期库货量与上年同期比较STOCK % CHG PP当期库货量与上期比较STOCK TO SALES RATIO库存量占销售量的比重TOTAL STOCK总体存货量FORWARD STOCK (Million)店面存货（百万）FORWARD STOCK % SHR店面存货份额FORWARD STOCK % CHG YA当期店面存货与上年同期比较FORWARD STOCK % CHG PP当期店面存货与上期比较AVE PRICE / VOL % CHG YA当期平均价格与上年同期比较AVE PRICE / VOL % CHG PP当期平均价格与上期比较AVE PRICE / VOL INDEX平均价格的指数VOLUME % SHR OF TRADE RANK某销售量占所选市场范围总销售量的百分比（排序）VOLUME OPP OF 100% DIST RANK (MONTHLY)现加权铺货率下的销售量与100%加权铺货率下的销售量之差（每月核数）（排序）VAL PER 1%? VAL SHARE销售额/100VALUE CONVERSION销售额兑现率CATEGORY MARKET SHARE品类销售量份额CATEGORY 100% MKT SHARE品类销售量份额(在所选市场范围内)。
市场营销专业英语
市场营销专业英语Marketing Management营销管理New Products Development新产品开发 Service Industry Marketing服务业营销Advertising广告Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道Public Relationship公共关系Consumer Behavior消费者行为 Systems of Management Information管理信息系统Marketing Research营销调研accesibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略 positioning定位 additions to existing product lines 现有产品线的增加administered vertical marketing systems 管理式垂直营销系统market segmentation市场细分 sales promotion销售促进 advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising reach 广告接受人数 advertising message 广告信息 advertising source 广告信息来源 agent middleman 代理商 allowance 折让 alteration 退换 American Marketing Association 美国营销协会 annual marketing plan 年度营销计划assurance 保证attitudes of consumers 消费者态度availability 可获得性/供货能力awareness （产品）知晓度/知名度baby boomers 婴儿潮出生的一代人 backward channels for recycling 回收的后向渠道 backward integration 后向垂直一体化 banner advertisements 横幅标语广告 bar codes 条形码 barter 实物交易 basic physical needs 基本生理需要 BCG Grow-Share Matrix 波士顿增长-份额矩阵 1before 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 behaviouralhierarchies 行为层级 benchmarking 基准 benefit clusters 利益群体 benefits 利益 Benz 奔驰 billing 帐单 birth rate 出生率 blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试 blue collars 蓝领 bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度 brand mark 品牌标志 brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略 brand 品牌 branding strategy 品牌化战略branding 品牌化brand's equity 品牌的价值break-even analysis 盈亏平衡分析 break-even volume 盈亏平衡产量 breath of product assortment 产品线的宽度breath or diversity of product lines 产品线的宽度或多样性 bribery 贿赂 British Airways 英国航空公司brokers 经纪人budgeting 预算bundle 捆绑Bureau of Census 人口统计局 busines strength rating 商业能力评分 business plan 商业计划 business position 经营地位 business sector 商业部门business services markets 商业服务市场business strategies 经营战略 business unit strategy 经营单位战略buyback allowances 回购折让 2buyback arrangements 产品返销 buyers' bargaining power 买方的讨价还价能力 buyers 采购者 buying behavior 购买行为 buying center 采购中心 buying inertia 购买惯性 buying intention 购买意图 buying offices 连锁商店的进货中心 buying power indes (BPI)购买力指数 buying situation 采购情况/类型 buying task 采购任务 capital gains 资本收益 capital invested in product 产品投入资本 Carnival 嘉年华 cash cows 现金牛类 cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类centralization 集中化chameleons/followers 变色龙/跟随者 channel alternatives 可选择的营销渠道 channel conflicts 渠道冲突 channel decisions 渠道决策 channel functions 渠道功能 channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力channel-control strategies 渠道控制战略 channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道choice criteria 选择标准closing a sale 结束销售 clothing retailers 服装零售商 co-branding 联合品牌 code of ethics （职业）道德标准 coercive power 强制权 cognitive dissonance 认识的不协调 collection of data 数据收集 collection 收款 co-marketing alliances 联合营销联盟 3combination 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4consumers' perceptions 消费者感知 consumption 消费 contests 竞赛 contingency planning 权变计划 contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式 contractual vertical marketing systems 合约式垂直营销系统 contribution margin analysis 边际贡献（贡献毛利）分析 contributrion margin 边际贡献 control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 服务的便利性Cool Whip 清凉维普co-operative advertising 合作性广告co-ordination and conflict resolution 协调与冲突解决 co-production 合作生产 core benefit proposition (CBP) 核心利益方案/提议 corollary-data method 推定数据法 corporate HQ 公司总部 corporate scope 公司（经营）范围corporate strategy 公司战略corporate vertical marketing systems 公司式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告 corrective action 矫正行动 cost analysis 成本分析 cost effectiveness 成本有效性 cost leadership strategy 成本领先战略 cost of capital 资本成本 cost of goods sold (COGS) 产品销售成本cost reductions 降低成本产品cost-and-volume relationship 成本-数量关系 cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益costs ofcompetitors 竞争者成本costs of distribution 分销成本countertrade 对等贸易 coupons 优惠券 courtesy 礼貌 coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围 5credibility 信誉 credit terms 信贷条款 critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing 习惯性定价法customer analysis 顾客分析 customer contact 顾客接触 customer demand 顾客需求customer intimacy 顾客亲密度customer loyalty 顾客忠诚度customer need 顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价 customer service 顾客服务customer-oriented pricing 顾客导向定价法customers' perception 顾客感知 customers' preferences 顾客偏好 customers' price sensitivity 顾客的价格敏感度customizing 定制data collection 数据收集 data confidentiality 数据保密 data research 数据研究 data sources 数据来源 dealers 经销商 deceptive advertisements 欺骗性广告 deciders 决策者 declining markets 衰退市场 decoding 解码 defect rate 缺陷率 defender strategy 防御型战略 defensive new-product development strategy 防御性新产品开发战略defensive positioning 防御性定位delivery time 交付时间 delivery 配送 demand characteristics 需求特征demand curve 需求曲线 demand-oriented pricing 需求导向定价法 demographic environment 人口统计环境 6department stores 百货商店dependability 可靠性deregulation 放松管制 derived demand 衍生需求 descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率 determinant attributes 关键属性determinants 决定因素different responses 差别反应differentiated defender strategy 差异化防御战略differentiated marketing 差异化营销 differentiation over time 不同时间的差异differentiation strategy 差异化战略differentiation 差异化diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度 direct costing profitability analysis 直接成本盈利性分析 direct mail 直接邮寄 direct marketing via advertising media 通过广告媒体的直接营销 direct marketing 直接营销direct product profitability (DPP) 直接产品盈利性/利润率 direct selling 直销 discount rate 贴现率 discount stores 折扣商店 discount 折扣 discount/premium price policies 折扣/溢价策略discriminant analysis 差异分析法discriminatory adjustments 歧视价格调整 discriminatory pricing adjustments 歧视定价调整 disjunctive model 分离模型 display space 陈列空间disposable income 可支配收入dissonance-attributionhierarchy 不和谐-归属层次结构 distribution channel designs 分销渠道设计 7distribution channel objectives 分销渠道的目标distribution channel 分销渠道 distribution decisions 分销决策 distribution policies 分销策略distribution 分销distributor/store (private lables) brands 分销商/私有品牌distributors 分销商diversification 多元化 divest 撤退 divest 出让 divestment or liquidation 收回投资或清算dividend 红利dogs 瘦狗类domestic target marketing strategies 国内目标市场定位的营销战略 dropping products 放弃产品 dry cleaning 干洗 dual/two channel distribution systems 双重分销系统 duplication （媒体）重复DuPont 杜邦公司durability 耐用性early vs late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素economic power 经济权 economies of scale 规模经济 education services 教育服务effectiveness 有效性efficiency 效率emergency goods 急需品 emotional appeals 情感诉求 empathy 移情作用empirical evidence 经验性实例 empowerment 授权 encoding 编码 end use 最终使用 endorsement 赞同 engineering （产品）工程设计 8entrepreneurial 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）9export jobbers 出口批发商 export management company 出口管理公司export merchants 出口贸易商export 出口exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额 external data sources 外部数据来源external environment 外部环境extrapolation of past sales trends 过去销售趋势推测法 facilitating agencies 辅助/中介机构factor analysis 因素分析法fads 时尚family branding 家族品牌family life cycle 家庭生命周期family structure 家庭结构farm products 农产品fast-moving consumer goods (FMCG) 快速变动的消费品 fear appeals 恐惧/顾虑诉求 features 特征 Federal Department Stores 联邦百货商店Federal Trade Code （FTC) 联邦贸易法案FedEx (Federal Express) 联邦快递 feedback data 反馈数据 field test marketing 实地市场测试 financing 融资 fisheries 渔业 fit and finish 结实度与外观 fixed costs 固定成本 fixed salary 固定工资 flanker strategy 侧翼进攻战略 flanker/fighting brand 战斗品牌 flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational structure 扁平的组织结构 FOB origin pricing FOB产地定价法 focus strategy 集中战略 followers 追随者 10Ford 福特公司 foreign middlemen 国外中间商 forestry 林业formalization 形式/规范化formulate 制定fortress/position-defence strategy 防御堡垒战略 Fortune 《财富》杂志 forward integration 向前一体化 franchise systems 特许系统 franchising 特许经营 free call numbers 免费电话号码 free goods 免费商品freight-absorption pricing 免收运费定价法 fringe benefits 小额津贴 frontal attack strategy 正面进攻战略 full costing profitabilityanalysis 全成本盈利性分析 full-service wholesalers 全方位服务的批发商 functional competencies and resource allocation 职能能力与资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍 functional organizational structure 职能型组织结构 functional performance 功能性能 functional strategy 职能战略 games 比赛 gap 差距gatekeepers 信息传递者 general behavioral descriptors 一般行为变量 General Electric (GE) 通用电气 General Foods Corporation 通用食品 general merchandise discount chains 大众商品折扣连锁店 General Motors 通用汽车 geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布 geographical organization of sales force 按地区组织销售队伍 Gillette 吉列剔须刀 global adjustments 全球调整 11global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制global markets 全球市场global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场 globalization 全球化 global-market expansion 全球市场扩张 goals 总目标 going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制greenhouse effect 温室效应grey market 灰色市场 gross domestic product (GDP) 国内生产总值 gross margin 毛利 gross national product (GNP) 国民生产总值gross profit 毛利gross rating points (GRPs) 总级别指数group/category product manager 类别产品经理 growing markets 成长市场 growth rate of market 市场增长率 growth stage of product life cycle 产品生命周期的成长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leaders 市场领导者的市场增长战略 growth-market strategy 成长性市场战略 growth-market targeting strategy 成长性市场定位战略 guarantee/warranty 保证/担保 guarantees 保证 Gucci 古琦（世界著名时装品牌）Haagen-Dazs 哈根达斯hard technology 硬技术 12Harvard Business Review 《哈佛商业评论》harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健 health maintenance organizations (HMOs) （美国）卫生保健组织 heavy buyer 大客户 Heileman Brewing Company Heinz 亨氏食品 helpfulness 有益性 Henkel 汉高Hertz 赫兹（美国汽车租赁巨头）Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商high market share globalstrategy 高市场份额全球战略 high-contact service system 高接触服务系统high-involvement product 高参与产品high-involvement purchase 高参与购买 hight market share 高市场份额战略 Hilton 希尔顿 Holiday Inns 假日旅馆 homogeneous market 同质市场 Honda 本田 household/family life cycle 家庭生命周期 household 家庭 hybrid technology 混合技术 idea generation 创意的产生/生成 ideas for new products 新产品创意/构想idea-screening process 创意筛选过程identification of segments 识别细分市场Illinois Tool Works 伊利诺斯工具厂image pricing 形象定价 imitative positioning 模仿定位 imitative strategy 模仿战略impact evaluation 影响评估impersonal sources 非个人的信息来源 13implementation and control of marketing programs 营销计划的执行和控制 implementation 实施 improvements in or revisions of existing products 现有产品的改良或修正 impulse buying 冲动购买 impulse goods 冲动购买品 incentives 激励 income 收入increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接成本盈利性分析 individual brand 个别品牌 individual value 个人价值 industrial goods & services 工业产品和服务 industrial goods channels 工业品分销渠道 industry attractiveness 行业吸引力industry attractiveness-business position matrix 行业吸引力-业务地位矩阵 industry dynamics 产业动态 industry evaluation 产业评估 industry evolution 产业演变inelastic 缺乏价格弹性influencers 影响者infocommunications industry 信息通信行业 infomercials 商业信息广告 information age 信息时代 information search 信息搜集information technology 信息技术 information 信息 informative 告知性的 ingredient 成份 in-home personal interview 个人家庭访谈in-house use tests 内部使用测试innovation 创新innovativeness 创新性 installation 设施 in-store display 店内展示 in-store positioning 店内布局 in-store promotion 店内促销intangibles 无形 14integrated marketing communication plan (IMC) 整合营销传播计划 integration of perception 感知整合 integration 整合 Intel 因特尔intensity of market position 市场地位的集中程度intensity 集中程度intensive distribution 密集型分销interactions across multiple target markets 多目标市场间的相互作用 interactive media 交互式媒体 interest rates 利率 internal data sources 内部数据来源internal marketing 内部营销internal organizational structure 内部组织结构international advertising 国际广告international channels 国际分销渠道international division 国际分部 international marketing 国际营销international organizational design 国际组织设计internationalization of services 服务的国际化 introductory stageof product life cycle 产品生命周期的推出阶段 inventory level 库存水平investor relations advertising 投资关系广告issue advertising 观点广告 jobbers 批发商 Johnson & Johnson 强生joint ventures 合资 jury of executive opinion 行政管理人员群体意见法 just noticeable difference (JND) 恰巧注意到的差异 just-in-time (JIT) management system 准时制管理体系just-in-time purchasing arrangements 及 key account management 主要客户管理key accounts 关键客户key benefits 核心利益key environmental issue identification 确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户laboratory tests 实验室测试 15leapfrog strategy 蛙跳战略learning hierarchy 学习层级结构legal services 法律服务 legislation 立法 legitimate power 法定权level of compensation 酬金水平level of technical sophistication 技术的复杂程度Levi Strauss 李维·史特劳斯Levi's 列维斯（全球最大的牛仔服制造商） lexicographic model 词典编纂模型 lifestyle 生活方式 limited-service wholesalers 有限服务的批发商 line extension 产品线扩展 line filling 产品线填充line stretching 产品线延伸list price 订价Lloyd's of London 伦敦劳埃德保险公司localizaiton strategy 本地化战略location pricing 场所定价location 位置lodging 房屋出租logistical alliances 后勤联盟 long-term memory 长期记忆 lostcustomer 失去的顾客Louis Vuitton 路易·威登（法国著名时尚品牌） low-contact service system 低接触服务系统low-cost defender 低成本防御型low-cost position 低成本地位low-involvement hierarchy 低参与程度层级结构 macro risks 宏观风险 macroenvironment 宏观环境 macrosegmentation 宏观细分mail-order retailers 邮购零售商 maintaining market share 保持市场份额 maintenance strategy 保持战略 management overhead 管理费 mandatory adaptation 强制性适应 16manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives 生产商的代理商/销售代表manufacturers' export agents (MEA) 制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/分支机构 manufacturing process 制造过程 manufacturing 制造业market aggregation strategy 整体市场战略 market attractiveness factors 市场吸引力因素market attractiveness 市场吸引力market attractiveness/business position matrix 市场吸引力/业务地位矩阵 market circumstances 市场环境 market demorgraphics 市场人口分布/统计特征 market dimension 市场量度 market entry strategies 市场进入战略market exclusion 市场排斥market expansion strategy 市场扩张战略 market factors 市场因素 market followers 市场跟随者 market growth rate 市场增长率market hirarchy 市场等级market inclusion 市场纳入market leaders 市场领导者market measurement 市场测量market opportunity analysis 市场机会分析 market oriented 以市场为导向的market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜力测度market research 市场研究market segment 细分市场market segmentation 市场细分market share 市场份额 market targeting 目标市场选择 market 市场 marketability 市场开拓能力 market-entry strategies 市场进入战略 marketing action plan 营销行动计划 17marketing audit 营销审计marketing channel 营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制 marketing decision support systems (MDSS) 营销决策支持系统 marketing environment audit 营销环境审计marketing flows and functions 营销过程和职能marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响 marketing information system 营销信息系统marketing institutions 营销机构marketing management 营销管理 marketing message 营销信息 marketing mix 营销组合 marketing policy 营销策略 marketing productivity area audit 营销生产力领域的审计marketing program components 营销计划内容marketing program 营销计划/方案marketing relationship 营销关系marketing research 营销研究marketing strategy 营销战略 market-management organizational structure 市场管理组织结构mark-up price 产品/溢价价格Marlboro 万宝路Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场渗透战略 mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构Matsushita 日本松下电子mature conformists 成熟的随大流者mature markets 成熟市场 mature stage of product life cycle 产品生命周期的成熟阶段 McDonald's 麦当劳 McDonnell Douglas 麦道公司 MCI电讯公司（前世界通信公司） 18MDSS (Marketing-Decision Support System) 市场决策支持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准media audiences 媒体受众medical and health services 医疗卫生服务 Medico Containment Services memory of consumers 消费者记忆 Mercedes-Benz 梅赛德斯-奔驰 Mercer Management Consulting 美国美智管理顾问公司 merchandising 推销 merchant middlemen 国内贸易中间商 merchant wholesalers 商业批发商 message structure 信息结构Michael Porter 迈克尔-波特micro risks 微观风险microsegmentatioin 微观细分 Miller Tyding ACT, USA 米勒·泰丁法案minging 矿业Minnesota Mining and Manufacturing Company (3M) 明尼苏达矿业和制造公司Minolta 美能达miscellaneous sources 多方面来源mission 宗旨missionary selling 推销式销售Mitsubishi Heavy Industries 三菱重工modified rebuy 调整再购 monosegment positioning 单一细分市场定位 Monsanto 孟山都农业生物技术公司 moral appeals 伦理/道德诉求 morals 道德 Motorola 摩托罗拉 multichannel distribution 多渠道分销multidimensional scaling 多维等级法multilevel selling 多级销售 multinational coporations (MNCs) 跨国公司multiple test markets 多测试市场multiple-brand strategy 多品牌战略 19multiple-factor index 多因素指数法multisegment positioning 多重细分市场定位mutual trust 相互信任national account management 全国性客户管理national market 国内市场National Semiconductor 美国国家半导体公司natural products 天然产品NEC 日本电子Nescafé 雀巢咖啡Nestlé 雀巢net sales 净销售额network computer (NC) 网络计算机new business selling 新业务销售 new buy 购入新产品 new entrants 新进入者 new markets 新市场 new materials 新材料 New Prod screening model 新普罗德筛选模型 new product lines 新产品线 new products 新产品 new-product development 新产品开发new-product ideas 新产品创意Newsweek 《新闻周刊》new-task buying 全新采购 new-to-the-world products 世界性新产品 niche penetration strategy 壁龛/机会市场渗透战略 niche-market strategy 壁龛市场战略Nike 耐克Nissan 尼桑no-brand brand name 无品牌的品牌名称 no-frills product 无虚饰产品noise in communication system 传播系统中的噪音non-financial rewards 非物质性奖励措施 non-probability sampling 非概率抽样non-profit organization 非盈利组织non-store retailing 无店铺零售业 number of stockouts 迟滞数目 20object-and-task method of promotion budgeting 目标-任务促销预算法 objectives and strategy area audit 目标与战略领域的审计 objectives 具体目标 observation 观察法 occupancy costs 房屋占用成本 occupation/position 职业/职位 odd pricing 奇/余数定价法 OEM (original equipment manufacturer) 原始设备制造商 oeverall quality 总体质量 off-invoice discounts 发票之外的折扣 offsets 抵消交易 Omega 欧米加 on-air testing 广播测试 OPEC (Organization of Petroleum Exporting Countries) 欧佩克（石油输出国组织） opening relationships 建立关系 operating supplies 生产供应品operational excellence 运作管理水平opinion leaders 意见领导者opportunity cost 机会成本opportunity identification 机会识别 opportunity/threat matrix 机会/威胁矩阵 order cycle time 订货周期 order processing 订单处理 organisational level 组织层次 organizaitonal requirement planning 组织需求计划 organization area audit 组织领域的审计organization buying center 组织采购中心organizationalcustomer 组织顾客organizational direct selling 组织直销organizational markets 组织市场 organizational purchasing 组织采购 organzational structure 组织结构 outdoor enthusiasts 户外运动爱好者 out-of-home media 户外广告媒体 overall cost leadership 全面成本领先 overheads 日常开支 overseas direct investment 海外直接投资 21ownership of new product 新产品所有权packaging 包装panel of experts 专家小组 parentage 渊源 parties involved 交换中的各方 payment terms 支付条款 pay-off control 支出控制penetration pricing 渗透定价Pepsi-Cola 百事可乐perceived customer value 顾客感知价值perceived quality 感知到的质量perceived value 感知到的价值percentage of sales promotion budgeting method 销售额百分比促销预算法perceptions of consumers 消费者感知/理解 perceptual (product) pisitioning 感知（产品）定位perceptual map 感知图perceptual organization 感知组织perceptual vigilance 感性的警惕performance dimension 业绩标准 performance evaluation 业绩评估performance measures 表现/业绩测度performance objective 绩效目标performance standards 绩效标准performance 功能 perishability 非持久性 personal selling 人员推销 personal sources 个人的信息来源 personnel development 人力资源开发 persuasive 说服性的 pharmaceuticals industry医药行业physical (product) positioning 物理（产品）定位physical descriptors 物理变量physical distribution 实物分销Pillsbury 皮尔斯博瑞 pioneers 先入者 Pizza Hut 必胜客 place utility 地点效用 22planning and control system area audit 计划与控制系统领域的审计 point of sale information 销售点信息 point-of-purhcase (POP) promotion 采购点促销point-of-sales (POS) data 销售点数据pontificator 保守派 popularity 通用性 population trends 人口趋势 portfolio models for resource allocation 资源配置的资产组合模式position intensity 地位集中程度positioning 定位possession utility 拥有效用 post-purchase dissonance 购买后的不协调post-purchase evaluation 购买后评估post-purchase/after-sale service 售后服务 potential advantages 潜在优势 potential customer 潜在顾客 potential market 潜在市场potential target market 潜在目标市场 power in distribution 分销权力 power of buyers 购买者能力 power of suppliers 供应商能力predatory pricing 掠夺性定价法pre-empting scarce resources 先占稀缺资源preferential treatment 特惠待遇premiums 额外奖励present competitors 现有的竞争者presenting sales message 提供销售信息 pre-test market research 测试前市场研究 price discrimination 价格歧视 price elasticity of demand 需求的价格弹性 price fixing 价格设定 price leaders价格领导者 price lining 价格排列定价法 price promotion 价格促销 price quotation 报价 price sensitivity 价格敏感度 price structure 价格结构 23price 价格price/earnings ration 价格/收益比price-off promotions 降价促销price-setting process 定价过程pricing adjustments 定价调整 pricing policies 价格策略 pricing 定价primary demand 基本需求primary sources 第一类/主要数据print media 印刷媒体 private/for-profit organization 私营/盈利性组织 PRIZM (Potential Rating Index for Zip Markets) 按邮政区划为基础的潜力等级指数proactive new-product development strategy 进取型新产品开发战略 probability sampling 概率抽样problem formulation 界定问题 problem identificatioin 确定问题process management 过程管理 Procter & Gamble (P&G) 宝洁公司 product line 产品线 product availability 产品的可获得性product category 产品类别product class 产品类别product decisions 产品决策product design 产品设计product development 产品开发 product dimension or attributes 产品维度/属性 product evolution 产品演变 product features 产品特征product intent share 产品倾向份额 product leadership 产品领导能力 product life cycle (PLC) 产品生命周期 product life cycle curve 产品生命周期曲线 product line 产品线 product manager audit 产品经理审计product offering 供应品productorganizaiton of salesforce 按产品组织销售队伍 product policies 产品策略 24product positioning 产品定位product quality 产品质量product scope 产品范围product space 产品位置product specifications 产品规格 product systems 产品体系 product type 产品类型 product usage 产品用途 product 产品 product(ion)-oriented organization 产品/生产导向型组织production 生产product-line pricing adjustments 产品线定价调整product-management organizational structure 产品管理组织结构product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量 product's market characteristics 产品的市场特征 product-use testing 产品使用测试pro-environment 环保profit impact of market strategy (PIMS) 市场战略的利润影响 profitability analysis 盈利性分析 profitability 盈利性/盈利能力 profitable survivor strategy 有利可图的生存者战略 project-company resource compatibility 项目与公司资源的协调性 projected profit-and-loss statement 预计损益表 projective tests 投影测试 promotion decisions 促销决策promotion mix 促销组合promotion policies 促销策略promotion 促销 promotional allowance 促销折让 promotional effort 促销努力 promotional pricing 促销定价 promptness 及时性 propector strategy 探索型战略 prospecting for customers 寻找顾客 psychographics 心理统计特征 psychological cost 心理成本 25psychological pricing 心理定价法 public organization 公共组织public relations 公共关系 public utilities 公共设施 publicity 公共宣传 pull strategy for control of distribution channels 分销渠道控制的拉式战略pupil dilation 瞳孔扩张purchase predisposition 购买倾向 purchasing agent 采购代理 purchasing contract 采购合同purchasing manager/agent 采购经理／代理purchasing power perity (PPP) 购买力平价指数push money/spiffs 佣金push stragtegy for control of distribution channels 分销渠道控制的推式战略 qualifying prospects 审查潜在顾客资格quality dimensions 质量维度quality 质量quantity discount 数量折扣 question marks 问题类 questioning 询问法 quotas 定额 R & D expenditure 研究开发战略 race and ethnic origin 种族和民族 rack jobbers 供应超级市场的批发商 radio 无线电广播 rank ordering 排序 rate of adoption 采购率rate-of-return/target return pricing 回报率/目标回报定价法rational appeals 理性诉求 rationale 基本原理 raw materials 原材料 reactive and proactive responses 反应及前摄策略 reactive new-product development strategy reactor strategy 反应型战略real estate 房地产 rebates 回扣 recall tests 记忆测试 26receiver 接收者reciprocity 利益互惠recognition ofproblem/need 发现问题/需求recognition tests 认知测试recreation 娱乐业recruitment and selection 招聘与选拔recycling of packaging 包装回收（利用）Reebok 锐步reference group 参照群体 referent power 参照权 refocus 巩固refunds 退款 refusal to deal 拒绝经营 regression analysis 回归分析法 regulation 管制 related/concentric diversification 相关/同心多元化relational VMSs 相关式垂直营销系统relative attractiveness of declining markets 衰退市场的相对吸引力relative market potential 相对市场潜力 relative market share 相对市场份额 reliability 可靠性 repeat purchase behavior 重复购买行为repetition 重复repositionings 重新定位产品requirements planning 需求计划reseller 中间商resident buyers 常驻采购员resource allocation/deployment 资源配置response strategies 反应策略 response to communication 传播响应 responsive strategy 反应型新产品开发战略 responsiveness 响应性 retail coverage strategy 零售范围战略 Retail Index 零售指数retail outlets 零售店retail sales 零售额retailer co-operatives 零售商合作社 27retailer 零售商retailing trends 零售趋势Return on Equity (ROE) 权益回报率Return on Investment (ROI) 投资回报率Return on Net Assets (RONA) 净资产回报率 reverse engineering 反向工程 reward systems 奖励系统 rivalry determinants 竞争。
市场营销英语单词完整版
单元一1. marketing mix:营销组合2. market a brand:3. product:产品4. range:范围、幅度5. quality:质量6. branding：品牌化7. reputation：声誉、名望8. support：支持、支撑9. price：价格10. place：渠道11. location：位置，当地12. outlet：批发商店13. accessibility：可接近的，可得到的14. promotion：促销15. promotional mix:促销组合16. promotional tool：促销工具17. TV advertising:电视广告18. talk about:谈论19. people:人20. physical presence：实体存在21. process：处理、方法、步骤22. physical evidence：物证23. tangible：有形的24. launch：发表25. distribution：分布、分配26. delivery：交付（贸易）27. advertising：广告28. direct marketing：直接营销29. customer：顾客30. competitor：竞争者31. premium pricing：保险定价32. special deals：特殊交易单元二1. customer need:顾客需求2. solve a problem：解决问题3. meet these need：满足他们的需求4. cost to user：消费者5. perceive the cost：理解消费、认知消费6. convenience：便利7. convenient：方便的8. make an effort：作出努力9. communication：通讯10. communicate：通讯、传达11. acceptability：可接受性13.acceptable 可接受的14.socially acceptable 可被社会接受的15.fashionable 流行的16.attractive 引人瞩目的17.affordability 可购性18.legally acceptable 法律上可接受的19.accessibility 易接近，可达到20.easy to access 容易得到21.accessible 易接近的22.awareness 认识、意识、明白23.aware of:意识到，知道24.high 高度25.object 目标26.manufacturerd 制造27.high quality 高质量28.bottom end 低档的29.objective 客观的，目标的30.revenue objective 收益目标anizations 组织anize 组织33.distribution method 分配方式34.operations 操作35.promotional operation 促销办法36.attract 吸引37.attention to 对··的注意38.become aware of 使得关心39.create an interest in 创造一个兴趣点40.develop an interest 发展权益41.develop a desire 发展一个愿望42.actively want：积极想要43.prompt action：迅速采取行动44.take steps 步骤第三单元1． Carry out 实施2． SWOT analysis：SWOT分析3． Identifies：识别、确定4． Strength：优势5． Weakness：劣势6． Opportunity：机会7． Threat：威胁8． Internal factor：内部9． External factor：外部10. Exploit:开发11. Build on strength：建立优势12. Anticipate the threat：预料威胁13. Seize the new opportunity：抓住机会14. Address：处理15. Pose a serious threat：提出很大威胁16. Minimize the weaknesses: 最小化劣势17. Under threat from：来自于。
市场营销专业英语
市场营销专业英语1. Introduction市场营销是一个在不断发展和变化的行业，因此对于市场营销专业人士来说，掌握专业英语是至关重要的。
市场营销专业英语是指与市场营销相关的词汇、短语、表达方式等的英语。
掌握市场营销专业英语，可以帮助市场营销人员更好地理解和应对市场营销的挑战。
本文将介绍一些常用的市场营销专业英语词汇和表达方式。
2. Market Research市场研究是市场营销的重要组成部分，它可以帮助企业了解市场需求和竞争情况。
以下是一些与市场研究相关的英语词汇和表达方式：•Market research (市场研究)•Market analysis (市场分析)•Target market (目标市场)•Consumer behavior (消费者行为)•Competitor analysis (竞争对手分析)•Market segmentation (市场细分)•Market trends (市场趋势)•Data analysis (数据分析)•Survey (调查)•Focus group (焦点小组)3. Marketing Strategy市场营销策略是企业实现营销目标的重要手段。
以下是一些与市场营销策略相关的英语词汇和表达方式：•Marketing strategy (营销策略)•Branding (品牌建设)•Positioning (定位)•Competitive advantage (竞争优势)•Promotion (促销)•Advertising (广告)•Public relations (公关)•Sales promotion (销售促进)•Product launch (产品发布)•Pricing strategy (定价策略)4. Digital Marketing数字营销是近年来快速发展的市场营销方式，它利用互联网和数字技术来进行营销活动。
以下是一些与数字营销相关的英语词汇和表达方式：•Digital marketing (数字营销)•Search engine optimization (搜索引擎优化)•Social media marketing (社交媒体营销)•Content marketing (内容营销)•Email marketing (电子邮件营销)•Pay-per-click advertising (按点击付费广告)•Conversion rate optimization (转化率优化)•Web analytics (网站分析)•Influencer marketing (影响者营销)•Online advertising (在线广告)5. Sales and Customer Relationship Management销售和客户关系管理是市场营销中不可或缺的部分。
市场营销专业词汇中英文对照表(DOC 38页)
市场营销专业词汇中英文对照表Marketing Management营销管理New Products Development新产品开发Service Industry Marketing服务业营销Advertising广告Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道Public Relationship公共关系Consumer Behavior消费者行为Systems of Management Information管理信息系统Marketing Research营销调研accesibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略positioning定位additions to existing product lines 现有产品线的增加administered vertical marketing systems 管理式垂直营销系统market segmentation市场细分sales promotion销售促进advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising reach 广告接受人数advertising message 广告信息advertising source 广告信息来源agent middleman 代理商allowance 折让alteration 退换American Marketing Association 美国营销协会annual marketing plan 年度营销计划assurance 保证attitudes of consumers 消费者态度availability 可获得性/供货能力awareness （产品）知晓度/知名度baby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码barter 实物交易basic physical needs 基本生理需要BCG Grow-Share Matrix 波士顿增长-份额矩阵before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试blue collars 蓝领bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand's equity 品牌的价值break-even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度breath or diversity of product lines 产品线的宽度或多样性bribery 贿赂British Airways 英国航空公司brokers 经纪人budgeting 预算bundle 捆绑Bureau of Census 人口统计局busines strength rating 商业能力评分business plan 商业计划business position 经营地位business sector 商业部门business services markets 商业服务市场business strategies 经营战略business unit strategy 经营单位战略buyback allowances 回购折让buyback arrangements 产品返销buyers' bargaining power 买方的讨价还价能力buyers 采购者buying behavior 购买行为buying center 采购中心buying inertia 购买惯性buying intention 购买意图buying offices 连锁商店的进货中心buying power indes (BPI) 购买力指数buying situation 采购情况/类型buying task 采购任务capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel conflicts 渠道冲突channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道choice criteria 选择标准closing a sale 结束销售clothing retailers 服装零售商co-branding 联合品牌code of ethics （职业）道德标准coercive power 强制权cognitive dissonance 认识的不协调collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体company personnel 公司员工comparative advertisements 比较广告comparison of brands 品牌比较compensation deals 补偿处理compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 补偿性的competition and industry evolution 竞争和行业演变competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive (supply-side) evolution 竞争（供方）演变competitive factors 竞争因素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力competitor analysis 竞争者分析complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场computerized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况conflict and resolution strategies 冲突和解决战略conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型consumer decision-making 消费者（购买）决策consumer goods channels 消费品分销渠道Consumer Goods Pricing Act, USA 美国消费品定价法案consumer goods 消费品consumer markets 消费品市场consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers' perceptions 消费者感知consumption 消费contests 竞赛contingency planning 权变计划contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际贡献（贡献毛利）分析contributrion margin 边际贡献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 服务的便利性Cool Whip 清凉维普co-operative advertising 合作性广告co-ordination and conflict resolution 协调与冲突解决co-production 合作生产core benefit proposition (CBP) 核心利益方案/提议corollary-data method 推定数据法corporate HQ 公司总部corporate scope 公司（经营）范围corporate strategy 公司战略corporate vertical marketing systems 公司式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告corrective action 矫正行动cost analysis 成本分析cost effectiveness 成本有效性cost leadership strategy 成本领先战略cost of capital 资本成本cost of goods sold (COGS) 产品销售成本cost reductions 降低成本产品cost-and-volume relationship 成本-数量关系cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益costs of competitors 竞争者成本costs of distribution 分销成本countertrade 对等贸易coupons 优惠券courtesy 礼貌coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing 习惯性定价法customer analysis 顾客分析customer contact 顾客接触customer demand 顾客需求customer intimacy 顾客亲密度customer loyalty 顾客忠诚度customer need 顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客服务customer-oriented pricing 顾客导向定价法customers' perception 顾客感知customers' preferences 顾客偏好customers' price sensitivity 顾客的价格敏感度customizing 定制data collection 数据收集data confidentiality 数据保密data research 数据研究data sources 数据来源dealers 经销商deceptive advertisements 欺骗性广告deciders 决策者declining markets 衰退市场decoding 解码defect rate 缺陷率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略defensive positioning 防御性定位delivery time 交付时间delivery 配送demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 可靠性deregulation 放松管制derived demand 衍生需求descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants 决定因素different responses 差别反应differentiated defender strategy 差异化防御战略differentiated marketing 差异化营销differentiation over time 不同时间的差异differentiation strategy 差异化战略differentiation 差异化diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度direct costing profitability analysis 直接成本盈利性分析direct mail 直接邮寄direct marketing via advertising media 通过广告媒体的直接营销direct marketing 直接营销direct product profitability (DPP) 直接产品盈利性/利润率direct selling 直销discount rate 贴现率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价策略discriminant analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视定价调整disjunctive model 分离模型display space 陈列空间disposable income 可支配收入dissonance-attribution hierarchy 不和谐-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销策略distribution 分销distributor/store (private lables) brands 分销商/私有品牌distributors 分销商diversification 多元化divest 撤退divest 出让divestment or liquidation 收回投资或清算dividend 红利dogs 瘦狗类domestic target marketing strategies 国内目标市场定位的营销战略dropping products 放弃产品dry cleaning 干洗dual/two channel distribution systems 双重分销系统duplication （媒体）重复DuPont 杜邦公司durability 耐用性early vs late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素economic power 经济权economies of scale 规模经济education services 教育服务effectiveness 有效性efficiency 效率emergency goods 急需品emotional appeals 情感诉求empathy 移情作用empirical evidence 经验性实例empowerment 授权encoding 编码end use 最终使用endorsement 赞同engineering （产品）工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit （公司）伦理审计ethics of marketing 营销伦理道德ethnic composition 种族构成European Community 欧共体evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估event sponsorship 事件赞助event 活动everyday low-price (EDLP) 天天低价evoked set 引发的组合evolution of market 市场演变exchange 交换exclusive dealing 独家销售exclusive distribution 独家分销executive summary 执行摘要exhibition media 展示广告媒体existing market 现有市场exit barriers 退出壁垒expansion path 扩张途径expectation measures （顾客）预期测度expectations of customers 顾客期望expected unit sales 预计产量expected value 期望价值experience curve 经验曲线experimental research 实验性研究expert power 专长权exploratory research 探索性研究export agents 出口代理（商）export jobbers 出口批发商export management company 出口管理公司export merchants 出口贸易商export 出口exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额external data sources 外部数据来源external environment 外部环境extrapolation of past sales trends 过去销售趋势推测法facilitating agencies 辅助/中介机构factor analysis 因素分析法fads 时尚family branding 家族品牌family life cycle 家庭生命周期family structure 家庭结构farm products 农产品fast-moving consumer goods (FMCG) 快速变动的消费品fear appeals 恐惧/顾虑诉求features 特征Federal Department Stores 联邦百货商店Federal Trade Code （FTC) 联邦贸易法案FedEx (Federal Express) 联邦快递feedback data 反馈数据field test marketing 实地市场测试financing 融资fisheries 渔业fit and finish 结实度与外观fixed costs 固定成本fixed salary 固定工资flanker strategy 侧翼进攻战略flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational structure 扁平的组织结构FOB origin pricing FOB产地定价法focus strategy 集中战略followers 追随者Ford 福特公司foreign middlemen 国外中间商forestry 林业formalization 形式/规范化formulate 制定fortress/position-defence strategy 防御堡垒战略Fortune 《财富》杂志forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 免费电话号码free goods 免费商品freight-absorption pricing 免收运费定价法fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全成本盈利性分析full-service wholesalers 全方位服务的批发商functional competencies and resource allocation 职能能力与资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍functional organizational structure 职能型组织结构functional performance 功能性能functional strategy 职能战略games 比赛gap 差距gatekeepers 信息传递者general behavioral descriptors 一般行为变量General Electric (GE) 通用电气General Foods Corporation 通用食品general merchandise discount chains 大众商品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布geographical organization of sales force 按地区组织销售队伍Gillette 吉列剔须刀global adjustments 全球调整global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制global markets 全球市场global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场globalization 全球化global-market expansion 全球市场扩张goals 总目标going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制greenhouse effect 温室效应grey market 灰色市场gross domestic product (GDP) 国内生产总值gross margin 毛利gross national product (GNP) 国民生产总值gross profit 毛利gross rating points (GRPs) 总级别指数group/category product manager 类别产品经理growing markets 成长市场growth rate of market 市场增长率growth stage of product life cycle 产品生命周期的成长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leaders 市场领导者的市场增长战略growth-market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 保证/担保guarantees 保证Gucci 古琦（世界著名时装品牌）Haagen-Dazs 哈根达斯hard technology 硬技术Harvard Business Review 《哈佛商业评论》harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations (HMOs) （美国）卫生保健组织heavy buyer 大客户Heileman Brewing CompanyHeinz 亨氏食品helpfulness 有益性Henkel 汉高Hertz 赫兹（美国汽车租赁巨头）Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商high market share global strategy 高市场份额全球战略high-contact service system 高接触服务系统high-involvement product 高参与产品high-involvement purchase 高参与购买hight market share 高市场份额战略Hilton 希尔顿Holiday Inns 假日旅馆homogeneous market 同质市场Honda 本田household/family life cycle 家庭生命周期household 家庭hybrid technology 混合技术idea generation 创意的产生/生成ideas for new products 新产品创意/构想idea-screening process 创意筛选过程identification of segments 识别细分市场Illinois Tool Works 伊利诺斯工具厂image pricing 形象定价imitative positioning 模仿定位imitative strategy 模仿战略impact evaluation 影响评估impersonal sources 非个人的信息来源implementation and control of marketing programs 营销计划的执行和控制implementation 实施improvements in or revisions of existing products 现有产品的改良或修正impulse buying 冲动购买impulse goods 冲动购买品incentives 激励income 收入increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接成本盈利性分析individual brand 个别品牌individual value 个人价值industrial goods & services 工业产品和服务industrial goods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-business position matrix 行业吸引力-业务地位矩阵industry dynamics 产业动态industry evaluation 产业评估industry evolution 产业演变inelastic 缺乏价格弹性influencers 影响者infocommunications industry 信息通信行业infomercials 商业信息广告information age 信息时代information search 信息搜集information technology 信息技术information 信息informative 告知性的ingredient 成份in-home personal interview 个人家庭访谈in-house use tests 内部使用测试innovation 创新innovativeness 创新性installation 设施in-store display 店内展示in-store positioning 店内布局in-store promotion 店内促销intangibles 无形integrated marketing communication plan (IMC) 整合营销传播计划integration of perception 感知整合integration 整合Intel 因特尔intensity of market position 市场地位的集中程度intensity 集中程度intensive distribution 密集型分销interactions across multiple target markets 多目标市场间的相互作用interactive media 交互式媒体interest rates 利率internal data sources 内部数据来源internal marketing 内部营销internal organizational structure 内部组织结构international advertising 国际广告international channels 国际分销渠道international division 国际分部international marketing 国际营销international organizational design 国际组织设计internationalization of services 服务的国际化introductory stage of product life cycle 产品生命周期的推出阶段inventory level 库存水平investor relations advertising 投资关系广告issue advertising 观点广告jobbers 批发商Johnson & Johnson 强生joint ventures 合资jury of executive opinion 行政管理人员群体意见法just noticeable difference (JND) 恰巧注意到的差异just-in-time (JIT) management system 准时制管理体系just-in-time purchasing arrangements 及key account management 主要客户管理key accounts 关键客户key benefits 核心利益key environmental issue identification 确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户laboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级结构legal services 法律服务legislation 立法legitimate power 法定权level of compensation 酬金水平level of technical sophistication 技术的复杂程度Levi Strauss 李维·史特劳斯Levi's 列维斯（全球最大的牛仔服制造商）lexicographic model 词典编纂模型lifestyle 生活方式limited-service wholesalers 有限服务的批发商line extension 产品线扩展line filling 产品线填充line stretching 产品线延伸list price 订价Lloyd's of London 伦敦劳埃德保险公司localizaiton strategy 本地化战略location pricing 场所定价location 位置lodging 房屋出租logistical alliances 后勤联盟long-term memory 长期记忆lost customer 失去的顾客Louis Vuitton 路易·威登（法国著名时尚品牌）low-contact service system 低接触服务系统low-cost defender 低成本防御型low-cost position 低成本地位low-involvement hierarchy 低参与程度层级结构macro risks 宏观风险macroenvironment 宏观环境macrosegmentation 宏观细分mail-order retailers 邮购零售商maintaining market share 保持市场份额maintenance strategy 保持战略management overhead 管理费mandatory adaptation 强制性适应manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives 生产商的代理商/销售代表manufacturers' export agents (MEA) 制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/分支机构manufacturing process 制造过程manufacturing 制造业market aggregation strategy 整体市场战略market attractiveness factors 市场吸引力因素market attractiveness 市场吸引力market attractiveness/business position matrix 市场吸引力/业务地位矩阵market circumstances 市场环境market demorgraphics 市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战略market exclusion 市场排斥market expansion strategy 市场扩张战略market factors 市场因素market followers 市场跟随者market growth rate 市场增长率market hirarchy 市场等级market inclusion 市场纳入market leaders 市场领导者market measurement 市场测量market opportunity analysis 市场机会分析market oriented 以市场为导向的market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜力测度market research 市场研究market segment 细分市场market segmentation 市场细分market share 市场份额market targeting 目标市场选择market 市场marketability 市场开拓能力market-entry strategies 市场进入战略marketing action plan 营销行动计划marketing audit 营销审计marketing channel 营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制marketing decision support systems (MDSS) 营销决策支持系统marketing environment audit 营销环境审计marketing flows and functions 营销过程和职能marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响marketing information system 营销信息系统marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合marketing policy 营销策略marketing productivity area audit 营销生产力领域的审计marketing program components 营销计划内容marketing program 营销计划/方案marketing relationship 营销关系marketing research 营销研究marketing strategy 营销战略market-management organizational structure 市场管理组织结构mark-up price 产品/溢价价格Marlboro 万宝路Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场渗透战略mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构Matsushita 日本松下电子mature conformists 成熟的随大流者mature markets 成熟市场mature stage of product life cycle 产品生命周期的成熟阶段McDonald's 麦当劳McDonnell Douglas 麦道公司MCI电讯公司（前世界通信公司）MDSS (Marketing-Decision Support System) 市场决策支持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准media audiences 媒体受众medical and health services 医疗卫生服务Medico Containment Servicesmemory of consumers 消费者记忆Mercedes-Benz 梅赛德斯-奔驰Mercer Management Consulting 美国美智管理顾问公司merchandising 推销merchant middlemen 国内贸易中间商merchant wholesalers 商业批发商message structure 信息结构Michael Porter 迈克尔-波特micro risks 微观风险microsegmentatioin 微观细分Miller Tyding ACT, USA 米勒·泰丁法案minging 矿业Minnesota Mining and Manufacturing Company (3M) 明尼苏达矿业和制造公司Minolta 美能达miscellaneous sources 多方面来源mission 宗旨missionary selling 推销式销售Mitsubishi Heavy Industries 三菱重工modified rebuy 调整再购monosegment positioning 单一细分市场定位Monsanto 孟山都农业生物技术公司moral appeals 伦理/道德诉求morals 道德Motorola 摩托罗拉multichannel distribution 多渠道分销multidimensional scaling 多维等级法multilevel selling 多级销售multinational coporations (MNCs) 跨国公司multiple test markets 多测试市场multiple-brand strategy 多品牌战略multiple-factor index 多因素指数法multisegment positioning 多重细分市场定位mutual trust 相互信任national account management 全国性客户管理national market 国内市场National Semiconductor 美国国家半导体公司natural products 天然产品NEC 日本电子Nescafé 雀巢咖啡Nestlé 雀巢net sales 净销售额network computer (NC) 网络计算机new business selling 新业务销售new buy 购入新产品new entrants 新进入者new markets 新市场new materials 新材料New Prod screening model 新普罗德筛选模型new product lines 新产品线new products 新产品new-product development 新产品开发new-product ideas 新产品创意Newsweek 《新闻周刊》new-task buying 全新采购new-to-the-world products 世界性新产品niche penetration strategy 壁龛/机会市场渗透战略niche-market strategy 壁龛市场战略Nike 耐克Nissan 尼桑no-brand brand name 无品牌的品牌名称no-frills product 无虚饰产品noise in communication system 传播系统中的噪音non-financial rewards 非物质性奖励措施non-probability sampling 非概率抽样non-profit organization 非盈利组织non-store retailing 无店铺零售业number of stockouts 迟滞数目object-and-task method of promotion budgeting 目标-任务促销预算法objectives and strategy area audit 目标与战略领域的审计objectives 具体目标observation 观察法occupancy costs 房屋占用成本occupation/position 职业/职位odd pricing 奇/余数定价法OEM (original equipment manufacturer) 原始设备制造商oeverall quality 总体质量off-invoice discounts 发票之外的折扣offsets 抵消交易Omega 欧米加on-air testing 广播测试OPEC (Organization of Petroleum Exporting Countries) 欧佩克（石油输出国组织）opening relationships 建立关系operating supplies 生产供应品operational excellence 运作管理水平opinion leaders 意见领导者opportunity cost 机会成本opportunity identification 机会识别opportunity/threat matrix 机会/威胁矩阵order cycle time 订货周期order processing 订单处理organisational level 组织层次organizaitonal requirement planning 组织需求计划organization area audit 组织领域的审计organization buying center 组织采购中心organizational customer 组织顾客organizational direct selling 组织直销organizational markets 组织市场organizational purchasing 组织采购organzational structure 组织结构outdoor enthusiasts 户外运动爱好者out-of-home media 户外广告媒体overall cost leadership 全面成本领先overheads 日常开支overseas direct investment 海外直接投资ownership of new product 新产品所有权packaging 包装panel of experts 专家小组parentage 渊源parties involved 交换中的各方payment terms 支付条款pay-off control 支出控制penetration pricing 渗透定价Pepsi-Cola 百事可乐perceived customer value 顾客感知价值perceived quality 感知到的质量perceived value 感知到的价值percentage of sales promotion budgeting method 销售额百分比促销预算法perceptions of consumers 消费者感知/理解perceptual (product) pisitioning 感知（产品）定位perceptual map 感知图perceptual organization 感知组织perceptual vigilance 感性的警惕performance dimension 业绩标准performance evaluation 业绩评估performance measures 表现/业绩测度performance objective 绩效目标performance standards 绩效标准performance 功能perishability 非持久性personal selling 人员推销personal sources 个人的信息来源personnel development 人力资源开发persuasive 说服性的pharmaceuticals industry 医药行业physical (product) positioning 物理（产品）定位physical descriptors 物理变量physical distribution 实物分销Pillsbury 皮尔斯博瑞pioneers 先入者Pizza Hut 必胜客place utility 地点效用planning and control system area audit 计划与控制系统领域的审计point of sale information 销售点信息point-of-purhcase (POP) promotion 采购点促销point-of-sales (POS) data 销售点数据pontificator 保守派popularity 通用性population trends 人口趋势portfolio models for resource allocation 资源配置的资产组合模式position intensity 地位集中程度positioning 定位possession utility 拥有效用post-purchase dissonance 购买后的不协调post-purchase evaluation 购买后评估post-purchase/after-sale service 售后服务potential advantages 潜在优势potential customer 潜在顾客potential market 潜在市场potential target market 潜在目标市场power in distribution 分销权力power of buyers 购买者能力power of suppliers 供应商能力predatory pricing 掠夺性定价法pre-empting scarce resources 先占稀缺资源preferential treatment 特惠待遇premiums 额外奖励present competitors 现有的竞争者presenting sales message 提供销售信息pre-test market research 测试前市场研究price discrimination 价格歧视price elasticity of demand 需求的价格弹性price fixing 价格设定price leaders 价格领导者price lining 价格排列定价法price promotion 价格促销price quotation 报价price sensitivity 价格敏感度price structure 价格结构price 价格price/earnings ration 价格/收益比price-off promotions 降价促销price-setting process 定价过程pricing adjustments 定价调整pricing policies 价格策略pricing 定价primary demand 基本需求primary sources 第一类/主要数据print media 印刷媒体private/for-profit organization 私营/盈利性组织PRIZM (Potential Rating Index for Zip Markets) 按邮政区划为基础的潜力等级指数proactive new-product development strategy 进取型新产品开发战略probability sampling 概率抽样problem formulation 界定问题problem identificatioin 确定问题process management 过程管理Procter & Gamble (P&G) 宝洁公司product line 产品线product availability 产品的可获得性product category 产品类别product class 产品类别product decisions 产品决策product design 产品设计product development 产品开发product dimension or attributes 产品维度/属性product evolution 产品演变product features 产品特征product intent share 产品倾向份额product leadership 产品领导能力product life cycle (PLC) 产品生命周期product life cycle curve 产品生命周期曲线product line 产品线product manager audit 产品经理审计product offering 供应品product organizaiton of salesforce 按产品组织销售队伍product policies 产品策略product positioning 产品定位product quality 产品质量product scope 产品范围product space 产品位置product specifications 产品规格product systems 产品体系product type 产品类型product usage 产品用途product 产品product(ion)-oriented organization 产品/生产导向型组织production 生产product-line pricing adjustments 产品线定价调整product-management organizational structure 产品管理组织结构product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品的市场特征product-use testing 产品使用测试pro-environment 环保profit impact of market strategy (PIMS) 市场战略的利润影响profitability analysis 盈利性分析profitability 盈利性/盈利能力profitable survivor strategy 有利可图的生存者战略project-company resource compatibility 项目与公司资源的协调性projected profit-and-loss statement 预计损益表projective tests 投影测试promotion decisions 促销决策promotion mix 促销组合promotion policies 促销策略promotion 促销promotional allowance 促销折让promotional effort 促销努力promotional pricing 促销定价promptness 及时性propector strategy 探索型战略prospecting for customers 寻找顾客。
市场营销英语单词
1．marketing 营销，市场营销2．market segment 细分市场3．marketing mix 营销组合4．customer value 顾客价值5．Production concept 生产观念6．Marketing concept 营销观念7．Business portfolio 业务组合8．Strategic business unit （usb）战略事业部9．Market development 市场开发10．Product development 产品开发11．Marketing environment 营销环境12．Corporate culture 企业文化13．Reseller 中间商14．Buying behavior 购买行为15．Personal factors 个人因素16．Situational factors 情境因素17．Psychological factors 心理因素18．New-task purchase 新购19．Inelastic demand 无弹性需求20．Organizational （business-to-business）buying behavior 组之间（商业机构对商业机构）购买行为21．Buying center 购买中心22．Marketing research 市场调查23．Forecasting 预测24．Market potential 市场潜力25．Market share 市场份额26．Test marketing 试销27．Market segmentation 市场细分28．Product positioning 市场目标化29．Localize 地方化30．Regionalize 区域化31．Customize 定制，用户化32．Core product 核心产品33．Brand 品牌34．Shopping goods 选购品35．Capital goods 固定资产36．Fixed cost 固定成本37．Price war 价格战38．Cash discount 现金折扣39．Rebates 回扣，折扣40．Retailer 零售商41．Selective distribution 选择性分销42．Distribution center 配送中心43．Encoding 编码44．Pubic relation 公共关系45．Personal selling 人员推销46．Competitive advantage 竞争优势47．Marketing planning促销计划48．Marketing is the process of the planning and executing the conception，pricing，and distribution of ideas，goods，and services to create exchanges that satisfy individual and organizational objectives。
Marketing市场营销专业词汇中英文对照表
市场营销专业词汇中英文对照表Marketing Management营销管理New Products Development新产品开发Service Industry Marketing服务业营销Advertising广告Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道Public Relationship公共关系Consumer Behavior消费者行为Systems of Management Information管理信息系统Marketing Research营销调研accessibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略positioning定位market segmentation市场细分sales promotion销售促进advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising reach 广告接受人数advertising message 广告信息advertising source 广告信息来源agent middleman 代理商allowance 折让alteration 退换American Marketing Association 美国营销协会annual marketing plan 年度营销计划assurance 保证attitudes of consumers 消费者态度availability 可获得性/供货能力awareness （产品）知晓度/知名度baby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码barter 实物交易basic physical needs 基本生理需要BCG Grow-Share Matrix 波士顿增长-份额矩阵before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试blue collars 蓝领bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand's equity 品牌的价值break-even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度bribery 贿赂British Airways 英国航空公司brokers 经纪人budgeting 预算bundle 捆绑Bureau of Census 人口统计局business strength rating 商业能力评分business plan 商业计划business position 经营地位business sector 商业部门business services markets 商业服务市场business strategies 经营战略business unit strategy 经营单位战略buyback allowances 回购折让buyback arrangements 产品返销buyers' bargaining power 买方的讨价还价能力buyers 采购者buying behavior 购买行为buying center 采购中心buying inertia 购买惯性wordbuying intention 购买意图buying offices 连锁商店的进货中心buying situation 采购情况/类型buying task 采购任务capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel conflicts 渠道冲突channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道choice criteria 选择标准closing a sale 结束销售clothing retailers 服装零售商co-branding 联合品牌code of ethics （职业）道德标准coercive power 强制权cognitive dissonance 认识的不协调collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体company personnel 公司员工comparative advertisements 比较广告comparison of brands 品牌比较compensation deals 补偿处理compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 补偿性的competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive (supply-side) evolution 竞争（供方）演变competitive factors 竞争因素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力competitor analysis 竞争者分析complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场computerized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型consumer decision-making 消费者（购买）决策consumer goods channels 消费品分销渠道consumer goods 消费品consumer markets 消费品市场consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers' perceptions 消费者感知consumption 消费contests 竞赛contingency planning 权变计划contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统wordcontribution margin analysis 边际贡献（贡献毛利）分析contribution margin 边际贡献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 服务的便利性core benefit proposition (CBP) 核心利益方案/提议corollary-data method 推定数据法corporate HQ 公司总部corrective action 矫正行动cost analysis 成本分析cost effectiveness 成本有效性cost leadership strategy 成本领先战略cost of capital 资本成本cost of goods sold (COGS) 产品销售成本cost reductions 降低成本产品cost-and-volume relationship 成本-数量关系cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益costs of competitors 竞争者成本costs of distribution 分销成本counter trade 对等贸易courtesy 礼貌coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing 习惯性定价法customer analysis 顾客分析customer contact 顾客接触customer demand 顾客需求customer intimacy 顾客亲密度customer loyalty 顾客忠诚度customer need 顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客服务customer-oriented pricing 顾客导向定价法customers' perception 顾客感知data confidentiality 数据保密data research 数据研究data sources 数据来源dealers 经销商deceptive advertisements 欺骗性广告deciders 决策者declining markets 衰退市场decoding 解码defect rate 缺陷率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略defensive positioning 防御性定位delivery time 交付时间delivery 配送demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 可靠性deregulation 放松管制descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants 决定因素different responses 差别反应differentiated marketing 差异化营销differentiation over time 不同时间的差异differentiation strategy 差异化战略differentiation 差异化diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度direct costing profitability analysis 直接成本盈利性分word析direct mail 直接邮寄direct marketing via advertising media 通过广告媒体的直接营销direct marketing 直接营销direct product profitability (DPP) 直接产品盈利性/利润率direct selling 直销discount rate 贴现率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价策略discriminant analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视定价调整disjunctive model 分离模型display space 陈列空间disposable income 可支配收入dissonance-attribution hierarchy 不和谐-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销策略distribution 分销distributor/store (private labels) brands 分销商/私有品牌distributors 分销商diversification 多元化divest 撤退divest 出让divestment or liquidation 收回投资或清算dividend 红利domestic target marketing strategies 国内目标市场定位的营销战略dropping products 放弃产品dual/two channel distribution systems 双重分销系统durability 耐用性early vs late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素economic power 经济权economies of scale 规模经济education services 教育服务effectiveness 有效性efficiency 效率emergency goods 急需品emotional appeals 情感诉求empathy 移情作用empirical evidence 经验性实例empowerment 授权encoding 编码end use 最终使用endorsement 赞同engineering （产品）工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit （公司）伦理审计ethics of marketing 营销伦理道德ethnic composition 种族构成European Community 欧共体evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估event sponsorship 事件赞助event 活动everyday low-price (EDLP) 天天低价evoked set 引发的组合evolution of market 市场演变wordexchange 交换exclusive dealing 独家销售exclusive distribution 独家分销executive summary 执行摘要exhibition media 展示广告媒体existing market 现有市场exit barriers 退出壁垒expansion path 扩张途径expectation measures （顾客）预期测度expectations of customers 顾客期望expected unit sales 预计产量expected value 期望价值experience curve 经验曲线experimental research 实验性研究expert power 专长权exploratory research 探索性研究export agents 出口代理（商）export jobbers 出口批发商export management company 出口管理公司export merchants 出口贸易商export 出口exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额external data sources 外部数据来源external environment 外部环境extrapolation of past sales trends 过去销售趋势推测法facilitating agencies 辅助/中介机构factor analysis 因素分析法fads 时尚family branding 家族品牌family life cycle 家庭生命周期family structure 家庭结构farm products 农产品fast-moving consumer goods (FMCG) 快速变动的消费品fear appeals 恐惧/顾虑诉求features 特征Federal Department Stores 联邦百货商店Federal Trade Code （FTC) 联邦贸易法案FedEx (Federal Express) 联邦快递feedback data 反馈数据field test marketing 实地市场测试financing 融资fisheries 渔业fit and finish 结实度与外观fixed costs 固定成本fixed salary 固定工资flanker strategy 侧翼进攻战略flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational structure 扁平的组织结构FOB origin pricing FOB产地定价法focus strategy 集中战略followers 追随者Ford 福特公司foreign middlemen 国外中间商forestry 林业formalization 形式/规范化formulate 制定fortress/position-defence strategy 防御堡垒战略Fortune 《财富》杂志forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 免费电话号码free goods 免费商品freight-absorption pricing 免收运费定价法fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全成本盈利性分析full-service wholesalers 全方位服务的批发商functional competencies and resource allocation 职能能力与资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组word织销售队伍functional organizational structure 职能型组织结构functional performance 功能性能functional strategy 职能战略games 比赛gap 差距gatekeepers 信息传递者general behavioral descriptors 一般行为变量General Electric (GE) 通用电气General Foods Corporation 通用食品general merchandise discount chains 大众商品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布geographical organization of sales force 按地区组织销售队伍Gillette 吉列剔须刀global adjustments 全球调整global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制global markets 全球市场global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场globalization 全球化global-market expansion 全球市场扩张goals 总目标going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制greenhouse effect 温室效应grey market 灰色市场gross domestic product (GDP) 国内生产总值gross margin 毛利gross national product (GNP) 国民生产总值gross profit 毛利gross rating points (GRPs) 总级别指数group/category product manager 类别产品经理growing markets 成长市场growth rate of market 市场增长率growth stage of product life cycle 产品生命周期的成长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leaders 市场领导者的市场增长战略growth-market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 保证/担保guarantees 保证Gucci 古琦（世界著名时装品牌）Haagen-Dazs 哈根达斯hard technology 硬技术Harvard Business Review 《哈佛商业评论》harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations (HMOs) （美国）卫生保健组织heavy buyer 大客户Heileman Brewing CompanyHeinz 亨氏食品helpfulness 有益性Henkel 汉高Hertz 赫兹（美国汽车租赁巨头）Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商wordhigh market share global strategy 高市场份额全球战略high-contact service system 高接触服务系统high-involvement product 高参与产品high-involvement purchase 高参与购买hight market share 高市场份额战略Hilton 希尔顿Holiday Inns 假日旅馆homogeneous market 同质市场Honda 本田household/family life cycle 家庭生命周期household 家庭hybrid technology 混合技术idea generation 创意的产生/生成ideas for new products 新产品创意/构想idea-screening process 创意筛选过程identification of segments 识别细分市场Illinois Tool Works 伊利诺斯工具厂image pricing 形象定价imitative positioning 模仿定位imitative strategy 模仿战略impact evaluation 影响评估impersonal sources 非个人的信息来源implementation and control of marketing programs 营销计划的执行和控制implementation 实施improvements in or revisions of existing products 现有产品的改良或修正impulse buying 冲动购买impulse goods 冲动购买品incentives 激励income 收入increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接成本盈利性分析individual brand 个别品牌individual value 个人价值industrial goods & services 工业产品和服务industrial goods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-business position matrix 行业吸引力-业务地位矩阵industry dynamics 产业动态industry evaluation 产业评估industry evolution 产业演变inelastic 缺乏价格弹性influences 影响者info-communications industry 信息通信行业infomercials 商业信息广告information age 信息时代information search 信息搜集information technology 信息技术information 信息informative 告知性的ingredient 成份in-home personal interview 个人家庭访谈in-house use tests 内部使用测试innovation 创新innovativeness 创新性installation 设施in-store display 店内展示in-store positioning 店内布局in-store promotion 店内促销intangibles 无形integrated marketing communication plan (IMC) 整合营销传播计划integration of perception 感知整合integration 整合Intel 因特尔intensity of market position 市场地位的集中程度intensity 集中程度intensive distribution 密集型分销interactions across multiple target markets 多目标市场间的相互作用interactive media 交互式媒体interest rates 利率internal data sources 内部数据来源internal marketing 内部营销wordinternal organizational structure 内部组织结构international advertising 国际广告international channels 国际分销渠道international division 国际分部international marketing 国际营销international organizational design 国际组织设计internationalization of services 服务的国际化introductory stage of product life cycle 产品生命周期的推出阶段inventory level 库存水平investor relations advertising 投资关系广告issue advertising 观点广告jobbers 批发商Johnson & Johnson 强生joint ventures 合资jury of executive opinion 行政管理人员群体意见法just noticeable difference (JND) 恰巧注意到的差异just-in-time (JIT) management system 准时制管理体系just-in-time purchasing arrangements 及key account management 主要客户管理key accounts 关键客户key benefits 核心利益key environmental issue identification 确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户laboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级结构legal services 法律服务legislation 立法legitimate power 法定权level of compensation 酬金水平level of technical sophistication 技术的复杂程度Levi Strauss 李维·史特劳斯Levi's 列维斯（全球最大的牛仔服制造商）lexicographic model 词典编纂模型lifestyle 生活方式limited-service wholesalers 有限服务的批发商line extension 产品线扩展line filling 产品线填充line stretching 产品线延伸list price 订价Loyd's of London 伦敦劳埃德保险公司localization strategy 本地化战略location pricing 场所定价location 位置lodging 房屋出租logistical alliances 后勤联盟long-term memory 长期记忆lost customer 失去的顾客Louis Vuitton 路易·威登（法国著名时尚品牌）low-contact service system 低接触服务系统low-cost defender 低成本防御型low-cost position 低成本地位low-involvement hierarchy 低参与程度层级结构macro risks 宏观风险macro-environment 宏观环境macro-segmentation 宏观细分mail-order retailers 邮购零售商maintaining market share 保持市场份额maintenance strategy 保持战略management overhead 管理费mandatory adaptation 强制性适应manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives 生产商的代理商/销售代表manufacturers' export agents (MEA) 制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/分支机构manufacturing process 制造过程manufacturing 制造业market aggregation strategy 整体市场战略market attractiveness factors 市场吸引力因素market attractiveness 市场吸引力market attractiveness/business position matrix 市场吸引力/业务地位矩阵wordmarket circumstances 市场环境market demographics 市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战略market exclusion 市场排斥market expansion strategy 市场扩张战略market factors 市场因素market followers 市场跟随者market growth rate 市场增长率market hierarchy 市场等级market inclusion 市场纳入market leaders 市场领导者market measurement 市场测量market opportunity analysis 市场机会分析market oriented 以市场为导向的market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜力测度market research 市场研究market segment 细分市场market segmentation 市场细分market share 市场份额market targeting 目标市场选择market 市场marketability 市场开拓能力market-entry strategies 市场进入战略marketing action plan 营销行动计划marketing audit 营销审计marketing channel 营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制marketing decision support systems (MDSS) 营销决策支持系统marketing environment audit 营销环境审计marketing flows and functions 营销过程和职能marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响marketing information system 营销信息系统marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合marketing policy 营销策略marketing productivity area audit 营销生产力领域的审计marketing program components 营销计划内容marketing program 营销计划/方案marketing relationship 营销关系marketing research 营销研究marketing strategy 营销战略market-management organizational structure 市场管理组织结构mark-up price 产品/溢价价格Marlboro 万宝路Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场渗透战略mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构Mitsubishi 日本松下电子mature conformists 成熟的随大流者mature markets 成熟市场mature stage of product life cycle 产品生命周期的成熟阶段McDonald's 麦当劳McDonnell Douglas 麦道公司MCI电讯公司（前世界通信公司）MDSS (Marketing-Decision Support System) 市场决策支持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准media audiences 媒体受众medical and health services 医疗卫生服务Medico Containment Serviceswordmemory of consumers 消费者记忆Mercedes-Benz 梅赛德斯-奔驰Mercer Management Consulting 美国美智管理顾问公司merchandising 推销merchant middlemen 国内贸易中间商merchant wholesalers 商业批发商message structure 信息结构Michael Porter 迈克尔-波特micro risks 微观风险microsegmentation 微观细分Miller Tyding ACT, USA 米勒·泰丁法案minging 矿业Minnesota Mining and Manufacturing Company (3M) 明尼苏达矿业和制造公司Minolta 美能达miscellaneous sources 多方面来源mission 宗旨missionary selling 推销式销售Mitsubishi Heavy Industries 三菱重工modified rebuy 调整再购mono segment positioning 单一细分市场定位Monsanto 孟山都农业生物技术公司moral appeals 伦理/道德诉求morals 道德Motorola 摩托罗拉multichannel distribution 多渠道分销multidimensional scaling 多维等级法multilevel selling 多级销售multinational corporations (MNCs) 跨国公司multiple test markets 多测试市场multiple-brand strategy 多品牌战略multiple-factor index 多因素指数法multisegment positioning 多重细分市场定位mutual trust 相互信任national account management 全国性客户管理national market 国内市场National Semiconductor 美国国家半导体公司natural products 天然产品NEC 日本电子Nescafé雀巢咖啡Nestlé雀巢net sales 净销售额network computer (NC) 网络计算机new business selling 新业务销售new buy 购入新产品new entrants 新进入者new markets 新市场new materials 新材料New Prod screening model 新普罗德筛选模型new product lines 新产品线new products 新产品new-product development 新产品开发new-product ideas 新产品创意Newsweek 《新闻周刊》new-task buying 全新采购new-to-the-world products 世界性新产品niche penetration strategy 壁龛/机会市场渗透战略niche-market strategy 壁龛市场战略Nike 耐克Nissan 尼桑no-brand brand name 无品牌的品牌名称no-frills product 无虚饰产品noise in communication system 传播系统中的噪音non-financial rewards 非物质性奖励措施non-probability sampling 非概率抽样non-profit organization 非盈利组织non-store retailing 无店铺零售业number of stock-outs 迟滞数目object-and-task method of promotion budgeting 目标-任务促销预算法objectives and strategy area audit 目标与战略领域的审计objectives 具体目标observation 观察法occupancy costs 房屋占用成本occupation/position 职业/职位odd pricing 奇/余数定价法wordOEM (original equipment manufacturer) 原始设备制造商overall quality 总体质量off-invoice discounts 发票之外的折扣offsets 抵消交易Omega 欧米加on-air testing 广播测试OPEC (Organization of Petroleum Exporting Countries) 欧佩克（石油输出国组织）opening relationships 建立关系operating supplies 生产供应品operational excellence 运作管理水平opinion leaders 意见领导者opportunity cost 机会成本opportunity identification 机会识别opportunity/threat matrix 机会/威胁矩阵order cycle time 订货周期order processing 订单处理organizational level 组织层次organizational requirement planning 组织需求计划organization area audit 组织领域的审计organization buying center 组织采购中心organizational customer 组织顾客organizational direct selling 组织直销organizational markets 组织市场organizational purchasing 组织采购organizational structure 组织结构outdoor enthusiasts 户外运动爱好者out-of-home media 户外广告媒体overall cost leadership 全面成本领先overheads 日常开支overseas direct investment 海外直接投资ownership of new product 新产品所有权packaging 包装panel of experts 专家小组parentage 渊源parties involved 交换中的各方payment terms 支付条款pay-off control 支出控制penetration pricing 渗透定价Pepsi-Cola 百事可乐perceived customer value 顾客感知价值perceived quality 感知到的质量perceived value 感知到的价值percentage of sales promotion budgeting method 销售额百分比促销预算法perceptions of consumers 消费者感知/理解perceptual (product) positioning 感知（产品）定位perceptual map 感知图perceptual organization 感知组织perceptual vigilance 感性的警惕performance dimension 业绩标准performance evaluation 业绩评估performance measures 表现/业绩测度performance objective 绩效目标performance standards 绩效标准performance 功能perish ability 非持久性personal selling 人员推销personal sources 个人的信息来源personnel development 人力资源开发persuasive 说服性的pharmaceuticals industry 医药行业physical (product) positioning 物理（产品）定位physical descriptors 物理变量physical distribution 实物分销Pillsbury 皮尔斯博瑞pioneers 先入者Pizza Hut 必胜客place utility 地点效用planning and control system area audit 计划与控制系统领域的审计point of sale information 销售点信息point-of-purhcase (POP) promotion 采购点促销point-of-sales (POS) data 销售点数据pontificator 保守派popularity 通用性population trends 人口趋势portfolio models for resource allocation 资源配置的资产组合模式position intensity 地位集中程度positioning 定位possession utility 拥有效用post-purchase dissonance 购买后的不协调post-purchase evaluation 购买后评估post-purchase/after-sale service 售后服务potential advantages 潜在优势potential customer 潜在顾客potential market 潜在市场potential target market 潜在目标市场power in distribution 分销权力power of buyers 购买者能力power of suppliers 供应商能力predatory pricing 掠夺性定价法pre-empting scarce resources 先占稀缺资源preferential treatment 特惠待遇premiums 额外奖励present competitors 现有的竞争者presenting sales message 提供销售信息pre-test market research 测试前市场研究price discrimination 价格歧视price elasticity of demand 需求的价格弹性price fixing 价格设定price leaders 价格领导者price lining 价格排列定价法price promotion 价格促销price quotation 报价price sensitivity 价格敏感度price structure 价格结构price 价格price/earnings ration 价格/收益比price-off promotions 降价促销price-setting process 定价过程pricing adjustments 定价调整pricing policies 价格策略pricing 定价primary demand 基本需求primary sources 第一类/主要数据print media 印刷媒体private/for-profit organization 私营/盈利性组织PRIZM (Potential Rating Index for Zip Markets) 按邮政区划为基础的潜力等级指数proactive new-product development strategy 进取型新产品开发战略probability sampling 概率抽样problem formulation 界定问题problem identification 确定问题process management 过程管理Procter & Gamble (P&G) 宝洁公司product line 产品线product availability 产品的可获得性product category 产品类别product class 产品类别product decisions 产品决策product design 产品设计product development 产品开发product dimension or attributes 产品维度/属性product evolution 产品演变product features 产品特征product intent share 产品倾向份额product leadership 产品领导能力product life cycle (PLC) 产品生命周期product life cycle curve 产品生命周期曲线product line 产品线product manager audit 产品经理审计product offering 供应品product organizaiton of salesforce 按产品组织销售队伍product policies 产品策略product positioning 产品定位product quality 产品质量product scope 产品范围product space 产品位置product specifications 产品规格product systems 产品体系product type 产品类型product usage 产品用途product 产品product(ion)-oriented organization 产品/生产导向型组织production 生产product-line pricing adjustments 产品线定价调整product-management organizational structure 产品管理组织结构product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品的市场特征product-use testing 产品使用测试pro-environment 环保profit impact of market strategy (PIMS) 市场战略的利润影响profitability analysis 盈利性分析profitability 盈利性/盈利能力profitable survivor strategy 有利可图的生存者战略project-company resource compatibility 项目与公司资源的协调性projected profit-and-loss statement 预计损益表projective tests 投影测试promotion decisions 促销决策promotion mix 促销组合promotion policies 促销策略promotion 促销promotional allowance 促销折让promotional effort 促销努力promotional pricing 促销定价promptness 及时性propector strategy 探索型战略prospecting for customers 寻找顾客psycho-graphics 心理统计特征psychological cost 心理成本psychological pricing 心理定价法public organization 公共组织public relations 公共关系public utilities 公共设施publicity 公共宣传pull strategy for control of distribution channels 分销渠道控制的拉式战略pupil dilation 瞳孔扩张purchase predisposition 购买倾向purchasing agent 采购代理purchasing contract 采购合同purchasing manager/agent 采购经理／代理purchasing power parity (PPP) 购买力平价指数push money/spiffs 佣金push strategy for control of distribution channels 分销渠道控制的推式战略qualifying prospects 审查潜在顾客资格quality dimensions 质量维度quality 质量quantity discount 数量折扣question marks 问题类questioning 询问法quotas 定额R & D expenditure 研究开发战略race and ethnic origin 种族和民族rack jobbers 供应超级市场的批发商radio 无线电广播rank ordering 排序rate of adoption 采购率rate-of-return/target return pricing 回报率/目标回报定价法rational appeals 理性诉求rationale 基本原理raw materials 原材料reactive and proactive responses 反应及前摄策略reactive new-product development strategyreactor strategy 反应型战略real estate 房地产rebates 回扣recall tests 记忆测试receiver 接收者reciprocity 利益互惠。
市场营销专业术语中英文对照标准翻译
市场营销专业术语中英文对照标准翻译在市场营销专业中，以下是一些常见的术语及其中英文对照翻译：
1. 市场营销 - Marketing
2. 目标市场 - Target Market
3. 市场细分 - Market Segmentation
4. 品牌定位 - Brand Positioning
5. 市场调研 - Market Research
6. 市场份额 - Market Share
7. 市场营销策略 - Marketing Strategy
8. 市场营销环境 - Marketing Environment
9. 市场营销 mix - Marketing Mix
10. 产品定价 - Product Pricing
11. 市场营销推广 - Marketing Promotion
12. 市场营销计划 - Marketing Plan
13. 渠道管理 - Channel Management
14. 品牌价值 - Brand Value
15. 竞争分析 - Competitive Analysis
16. 销售预测 - Sales Forecasting
17. 市场营销活动 - Marketing Campaign
18. 市场营销目标 - Marketing Objectives
19. 市场份额增长 - Market Share Growth
20. 市场定位 - Market Positioning
这些术语可以帮助您理解和沟通市场营销的概念和策略。
请注意，有时候术语的翻译可能存在一定的灵活性，具体使用时需要结合实际情境和语境进行理解。
市场营销专业英语词汇
Cost oriented pricing
Price leadership
01
A pricing strategy where one company sets the prices for a specific industry or market segment
Price competition
A pricing strategy where the seller adds a markup to the total cost to determine the final selling price
Break even analysis
A financial tool used to determine the price at which the business will neither make a profit nor incur a loss
要点一
要点二
Premium pricing
A pricing strategy where the seller prices the product higher than the competition to reflect its superior quality, brand image, or unique features
Advertising is a promotional tool that conveys information about a product, service, or brand to a target audience through various media.
Summary
The purpose of advertising is to arouse consumer interest and demand, increase brand awareness and sales volume. Advertising can be disseminated through various forms of media such as television, radio, newspapers, magazines, and the internet.
市场营销词汇
推销观念（selling concept）社会营销观念（societal concept）顾客让渡价值（customer delivered value）顾客总价值（total customer value）顾客总成本（total customer cost）顾客满意（customer satisfaction）维系顾客（keep customer）关系营销（relationship marketing）全面质量营销(total quality marketing)市场营销环境(marketing environment) 微观环境(micro environment) 宏观环境(macro environment)市场机会(market opportunity) 愿望竞争者(desired competitors) 属类竞争者(generic competitors) 产品形式竞争者(product competitors) 品牌竞争者(brand competitors) 公众(publics)目标市场（target market）市场营销组合（marketing mix）情绪(moods) 消费者行为(customer behavior) 文化(culture) 人口统计因素(demographics) 社会阶层(social class) 亚文化（subculture）参照群体（reference group）角色模型（role stereotype）知觉（perception）认知学习（cognitive learning）动机（motive）个性（personality）情绪（emotion）态度（attitude）自我概念（self-concept）生活方式（life style）组织市场（organizational market）企业市场(business market) 非营利组织（non-profit organization）非营利组织市场（non-profit organization market）政府市场（government market）直接再购（straight rebuy）修正再购（modify rebuy）新任务采购（new task）购买中心（buying center）倡议者（initiators）使用者（users）影响者（influencers）决定者（deciders）购买者（buyers）控制者（gatekeepers）营销信息（marketing information）营销信息系统（marketing information system , MIS）~ 市场调研（marketing research）描述性调研（descriptive research）解释性调研（interpretive research）预测性调研（predictive research）市场需求量（market demand）企业需求量（market demand potential）定性预测（qualitative forecasting）定量预测（quantitative forecasting）企业战略（enterprise strategy）企业使命说明书（mission statement）战略经营单位（strategic business units , SBU）波士顿矩阵（Boston matrix）通用电器公司方法（the General Electric Model , GE）市场吸引力（marketing attractiveness）业务实力（business attractiveness）密集型增长战略（intensive growth strategies）市场渗透（market penetration strategy）市场开发（market development strategy）产品开发（product development strategy）一体化增长战略（integrative growth strategies）前向一体化（forward integration）后向一体化（backward integration）水平一体化（horizontal integration）多角化增长战略（diversification growth strategies）同心多角化（concentric diversification）水平多角化（horizontal diversification）复合多角化（conglomeration diversification）市场营销战略（marketing strategy）市场营销组合（marketing mix）市场营销组织（marketing organization）职能型组织（functional organization）地区型组织（regional organization）产品管理型组织（managerial organization of product）市场管理型组织（managerial organization of market）公司与事业部型组织（organization of corporation and business unit）市场营销管理（marketing management）市场营销计划（marketing planning）市场营销方案（marketing program）市场营销控制（marketing controlling）市场竞争（market competition）完全竞争（market leader）非完全竞争（imprecate competition）垄断竞争（monopolistic competition）市场领导者（market leader）市场挑战者（market challenger）市场追随者（market follower）市场补缺者（market niche）市场细分（market segmentation）目标市场（target market）市场定位（market positioning）无差异性市场战略（undifferentiated marketing tactics）差异性市场战略（differentiated marketing tactics）集中性市场策略（concentrated marketing tactics）产品（product）服务（service）核心产品（core product）形式产品（actual product）期望产品（expected product）延伸产品（augmented product）潜在产品（potential product）耐用品（durable goods）非耐用品（nondurable goods）产品线（product line）产品项目（product item）产品组合（product mix or product assortment）产品组合的长度（product mix length）产品组合的深度（product mix depth）产品组合的关联度（product mix consistency）产品生命周期（product life cycle）开发期（development stage）引进期（introduction stage）成长期（growth stage）成熟期（maturity stage）衰退期（decline stage）新产品开发（new product development）产品概念（product concept）商业化（commercialization）包装（package）包装策略（packaging strategy）品牌（brand）品牌命名（brand naming）品牌决策（branding decision）统一品牌（blanket family brand）品牌使用者决策（brand-sponsor decision）个别品牌（individual brand）多品牌（multi-brands）统一的个别品牌（company/individual brand）合作品牌（co-branding）品牌资产（brand equity）品牌设计（brand designing）品牌延伸（brand extension）内涵不变式延伸（gradual changing meaning extension））品牌管理（brand management）成本导向定价（cost-driven pricing）需求导向定价（demand-driven pricing）竞争导向定价（competition-driven pricing）折扣定价（discount pricing）地区定价（region pricing）差别定价（discrimination pricing）撇脂定价（skim pricing）渗透定价（penetration pricing）满意定价（neutral pricing）尾数定价（mantissa pricing）整数定价（integer pricing）招来定价（fetch-in pricing）声望定价（prestige pricing）目标收益定价法（target-return pricing）认知价值定价法（perceived-value pricing）价值定价法（value pricing）通行价格定价法（going-rate pricing）分销渠道（distribution channel）中间商（intermediate）分销渠道设计（distribution channel disign）实体分配（physical distribution）渠道冲突（channel conflict）促销（promotion）促销策略（promotion policies）情感诉求（emotional appeals）理性诉求（rational appeals）道德诉求（moral appeals）大众传播媒体（mass media）气氛（atmosphere）事件（events）量力支出法（affordable method）销售额百分比法（percentage-of-sales method）竞争对等法（competitive-parity method）目标任务法（objective-task method）广告（advertising）公共关系（public relations）营业推广（sales promotion）促销组合（promotion mix）推动策略（push strategy）拉引策略（pull strategy）广告目标（mission）告知性广告（information advertising）劝说性广告（persuasive advertising）提示性广告（reminder advertising）整合营销传播（integrated marketing communication）接触管理（contact management）人员推销（personal selling）服务（service）服务核心产品（core product）服务附加产品（supplementary product）整合服务营销（integrated service marketing）服务的无形性（intangibility of service）服务的体验属性（experience attributes）服务的信任度属性（credence attributes）服务的有形展示（physical evidence）关系营销（relationship marketing）体育营销（sports marketing）绿色营销（green marketing）城市营销（city marketing）网络营销（network marketing）会展营销（exhibition marketing）文化营销（cultural marketing。
市场营销专业英语单词完整
市场营销专业英语单词完整市场营销专业英语单词是指在市场营销领域中经常使用的英语单词，包括了市场营销相关的各种领域，如市场分析、市场定位、市场推广、品牌建设、公关活动等等。
以下是市场营销专业英语单词的详细解释和用法：1. Marketing（营销）Marketing是指企业为了实现自己的利益和目标，通过各种手段和方式向潜在的客户或目标市场推销产品或服务的过程。
例句：We need to develop a new marketing plan to attract more customers.（我们需要制定新的营销计划来吸引更多的客户。
）2. Branding（品牌建设）Branding是指企业通过建立自己的品牌形象，打造一种与众不同的个性和特点，从而在市场上获得更高的竞争力和收益。
例句：Our company is famous for its branding strategy, which has helped us win many customers.（我们公司以品牌策略著称，这帮助我们赢得了许多客户。
）3. Advertising（广告）Advertising是指企业利用各种渠道和媒介，向潜在客户或目标市场宣传自己的产品或服务的一种手段。
例句：We are going to launch a new advertising campaign to promote our new product.（我们将推出一项新的广告宣传活动，以促进我们的新产品。
）4. Promotion（促销）Promotion是指企业为了吸引更多的客户或促进销售，采取一系列措施和手段进行产品或服务的宣传和推广。
例句：We need to come up with some new promotion ideas to boost sales.（我们需要想出一些新的促销点子来提高销售额。
）5. Market Research（市场调研）Market Research是指对目标市场进行深入的调研和分析，以了解市场趋势和客户需求，为企业制定营销策略和销售计划提供支持。
市场营销专业英语单词完整
Marketing Management营销管理New Products Development新产品开发Service Industry Marketing服务业营销Advertising广告Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道Public Relationship公共关系Consumer Behavior消费者行为Systems of Management Information管理信息系统Marketing Research营销调研accessibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略positioning定位additions to existing product lines 现有产品线的增加administered vertical marketing systems 管理式垂直营销系统market segmentation市场细分sales promotion销售促进advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising reach 广告接受人数advertising message 广告信息advertising source 广告信息来源agent middleman 代理商allowance 折让alteration 退换American Marketing Association 美国营销协会annual marketing plan 年度营销计划assurance 保证attitudes of consumers 消费者态度availability 可获得性/供货能力awareness （产品）知晓度/知名度baby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码barter 实物交易basic physical needs 基本生理需要BCG Grow-Share Matrix 波士顿增长-份额矩阵before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioral analysis 行为分析behavioral hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试blue collars 蓝领bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand's equity 品牌的价值break-even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度breath or diversity of product lines 产品线的宽度或多样性bribery 贿赂British Airways 英国航空公司brokers 经纪人budgeting 预算bundle 捆绑Bureau of Census 人口统计局business strength rating 商业能力评分business plan 商业计划business position 经营地位business sector 商业部门business services markets 商业服务市场business strategies 经营战略business unit strategy 经营单位战略buyback allowances 回购折让buyback arrangements 产品返销buyers' bargaining power 买方的讨价还价能力buyers 采购者buying behavior 购买行为buying center 采购中心buying inertia 购买惯性buying intention 购买意图buying offices 连锁商店的进货中心buying power index (BPI) 购买力指数buying situation 采购情况/类型buying task 采购任务capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel conflicts 渠道冲突channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道choice criteria 选择标准closing a sale 结束销售clothing retailers 服装零售商co-branding 联合品牌code of ethics （职业）道德标准coercive power 强制权cognitive dissonance 认识的不协调collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体company personnel 公司员工comparative advertisements 比较广告comparison of brands 品牌比较compensation deals 补偿处理compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 补偿性的competition and industry evolution 竞争和行业演变competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive (supply-side) evolution 竞争（供方）演变competitive factors 竞争因素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力competitor analysis 竞争者分析complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场computerized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况conflict and resolution strategies 冲突和解决战略conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型consumer decision-making 消费者（购买）决策consumer goods channels 消费品分销渠道Consumer Goods Pricing Act, USA 美国消费品定价法案consumer goods 消费品consumer markets 消费品市场consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers' perceptions 消费者感知consumption 消费contests 竞赛contingency planning 权变计划contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际贡献（贡献毛利）分析contribution margin 边际贡献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 服务的便利性Cool Whip 清凉维普co-operative advertising 合作性广告co-ordination and conflict resolution 协调与冲突解决co-production 合作生产core benefit proposition (CBP) 核心利益方案/提议corollary-data method 推定数据法corporate HQ 公司总部corporate scope 公司（经营）范围corporate strategy 公司战略corporate vertical marketing systems 公司式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告corrective action 矫正行动cost analysis 成本分析cost effectiveness 成本有效性cost leadership strategy 成本领先战略cost of capital 资本成本cost of goods sold (COGS) 产品销售成本cost reductions 降低成本产品cost-and-volume relationship 成本-数量关系cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益costs of competitors 竞争者成本costs of distribution 分销成本countertrade 对等贸易coupons 优惠券courtesy 礼貌coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing 习惯性定价法customer analysis 顾客分析customer contact 顾客接触customer demand 顾客需求customer intimacy 顾客亲密度customer loyalty 顾客忠诚度customer need 顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客服务customer-oriented pricing 顾客导向定价法customers' perception 顾客感知customers' preferences 顾客偏好customers' price sensitivity 顾客的价格敏感度customizing 定制data collection 数据收集data confidentiality 数据保密data research 数据研究data sources 数据来源dealers 经销商deceptive advertisements 欺骗性广告deciders 决策者declining markets 衰退市场decoding 解码defect rate 缺陷率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略defensive positioning 防御性定位delivery time 交付时间delivery 配送demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 可靠性deregulation 放松管制derived demand 衍生需求descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants 决定因素different responses 差别反应differentiated defender strategy 差异化防御战略differentiated marketing 差异化营销differentiation over time 不同时间的差异differentiation strategy 差异化战略differentiation 差异化diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度direct costing profitability analysis 直接成本盈利性分析direct mail 直接邮寄direct marketing via advertising media 通过广告媒体的直接营销direct marketing 直接营销direct product profitability (DPP) 直接产品盈利性/利润率direct selling 直销discount rate 贴现率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价策略discriminate analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视定价调整disjunctive model 分离模型display space 陈列空间disposable income 可支配收入dissonance-attribution hierarchy 不和谐-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销策略distribution 分销distributor/store (private labels) brands 分销商/私有品牌distributors 分销商diversification 多元化divest 撤退divest 出让divestment or liquidation 收回投资或清算dividend 红利dogs 瘦狗类domestic target marketing strategies 国内目标市场定位的营销战略dropping products 放弃产品dry cleaning 干洗dual/two channel distribution systems 双重分销系统duplication （媒体）重复DuPont 杜邦公司durability 耐用性early VS late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素economic power 经济权economies of scale 规模经济education services 教育服务effectiveness 有效性efficiency 效率emergency goods 急需品emotional appeals 情感诉求empathy 移情作用empirical evidence 经验性实例empowerment 授权encoding 编码end use 最终使用endorsement 赞同engineering （产品）工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit （公司）伦理审计ethics of marketing 营销伦理道德ethnic composition 种族构成European Community 欧共体evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估event sponsorship 事件赞助event 活动everyday low-price (EDLP) 天天低价evoked set 引发的组合evolution of market 市场演变exchange 交换exclusive dealing 独家销售exclusive distribution 独家分销executive summary 执行摘要exhibition media 展示广告媒体existing market 现有市场exit barriers 退出壁垒expansion path 扩张途径expectation measures （顾客）预期测度expectations of customers 顾客期望expected unit sales 预计产量expected value 期望价值experience curve 经验曲线experimental research 实验性研究expert power 专长权exploratory research 探索性研究export agents 出口代理（商）export jobbers 出口批发商export management company 出口管理公司export merchants 出口贸易商export 出口exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额external data sources 外部数据来源external environment 外部环境extrapolation of past sales trends 过去销售趋势推测法facilitating agencies 辅助/中介机构factor analysis 因素分析法fads 时尚family branding 家族品牌family life cycle 家庭生命周期family structure 家庭结构arm products 农产品fast-moving consumer goods (FMCG) 快速变动的消费品fear appeals 恐惧/顾虑诉求features 特征Federal Department Stores 联邦百货商店Federal Trade Code （FTC）联邦贸易法案FedEx (Federal Express) 联邦快递feedback data 反馈数据field test marketing 实地市场测试financing 融资fisheries 渔业fit and finish 结实度与外观fixed costs 固定成本fixed salary 固定工资flanker strategy 侧翼进攻战略flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational structure 扁平的组织结构FOB origin pricing FOB产地定价法focus strategy 集中战略followers 追随者Ford 福特公司foreign middlemen 国外中间商forestry 林业formalization 形式/规范化formulate 制定fortress/position-defence strategy 防御堡垒战略Fortune 《财富》杂志forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 免费电话号码free goods 免费商品freight-absorption pricing 免收运费定价法fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全成本盈利性分析full-service wholesalers 全方位服务的批发商functional competencies and resource allocation 职能能力与资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍functional organizational structure 职能型组织结构functional performance 功能性能functional strategy 职能战略games 比赛gap 差距gatekeepers 信息传递者general behavioral descriptors 一般行为变量General Electric (GE) 通用电气General Foods Corporation 通用食品general merchandise discount chains 大众商a品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布geographical organization of sales force 按地区组织销售队伍global adjustments 全球调整global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制global markets 全球市场global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场globalization 全球化global-market expansion 全球市场扩张goals 总目标going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制greenhouse effect 温室效应grey market 灰色市场gross domestic product (GDP) 国内生产总值gross margin 毛利gross national product (GNP) 国民生产总值gross profit 毛利gross rating points (GRPs) 总级别指数group/category product manager 类别产品经理growing markets 成长市场growth rate of market 市场增长率growth stage of product life cycle 产品生命周期的成长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leaders 市场领导者的市场增长战略growth-market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 保证/担保guarantees 保证hard technology 硬技术Harvard Business Review 《哈佛商业评论》harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations (HMOs) （美国）卫生保健组织heavy buyer 大客户Heileman Brewing CompanyHeinz 亨氏食品helpfulness 有益性Hertz 赫兹（美国汽车租赁巨头）Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商high market share global strategy 高市场份额全球战略high-contact service system 高接触服务系统high-involvement product 高参与产品high-involvement purchase 高参与购买hight market share 高市场份额战略Holiday Inns 假日旅馆homogeneous market 同质市场household/family life cycle 家庭生命周期household 家庭hybrid technology 混合技术idea generation 创意的产生/生成ideas for new products 新产品创意/构想idea-screening process 创意筛选过程identification of segments 识别细分市场Illinois Tool Works 伊利诺斯工具厂image pricing 形象定价imitative positioning 模仿定位imitative strategy 模仿战略impact evaluation 影响评估impersonal sources 非个人的信息来源implementation and control of marketing programs 营销计划的执行和控制implementation 实施improvements in or revisions of existing products 现有产品的改良或修正impulse buying 冲动购买impulse goods 冲动购买品incentives 激励income 收入increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接成本盈利性分析individual brand 个别品牌individual value 个人价值industrial goods & services 工业产品和服务industrial goods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-business position matrix 行业吸引力-业务地位矩阵I ndustry dynamics 产业动态industry evaluation 产业评估industry evolution 产业演变inelastic 缺乏价格弹性influencers 影响者infocommunications industry 信息通信行业infomercials 商业信息广告information age 信息时代information search 信息搜集information technology 信息技术informative 告知性的ingredient 成份in-home personal interview 个人家庭访谈in-house use tests 内部使用测试innovation 创新innovativeness 创新性installation 设施in-store display 店内展示in-store positioning 店内布局in-store promotion 店内促销intangibles 无形integrated marketing communication plan (IMC) 整合营销传播计划integration of perception 感知整合integration 整合Jaquar 美洲豹Jell-O 吉露jobbers 批发商Johnson & Johnson 强生joint ventures 合资jury of executive opinion 行政管理人员群体意见法just noticeable difference (JND) 恰巧注意到的差异just-in-time (JIT) management system 准时制管理体系just-in-time purchasing arrangements 及时采购安排Kao 花王Keiritsu 凯莱通Kellogg 凯洛格公司Kentucky Fried Chicken (KFC) 肯德基key account management 主要客户管理key accounts 关键客户key benefits 核心利益key environmental issue identification 确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户Kmart 凯玛特Kodak 柯达Komatsu 小松公司Kraft 卡芙laboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级结构legal services 法律服务legislation 立法legitimate power 法定权level of compensation 酬金水平level of technical sophistication 技术的复杂程度Levi Strauss 李维·史特劳斯Levi's 列维斯（全球最大的牛仔服制造商）lexicographic model 词典编纂模型lifestyle 生活方式limited-servicewholesalers 有限服务的批发商line extension 产品线扩展line filling 产品线填充line stretching 产品线延伸list price 订价Lloyd's of London 伦敦劳埃德保险公司localizaiton strategy 本地化战略location pricing 场所定价location 位置lodging 房屋出租logistical alliances 后勤联盟long-term memory 长期记忆lost customer 失去的顾客Louis Vuitton 路易·威登（法国著名时尚品牌）low-contact service system 低接触服务系统low-cost defender 低成本防御型low-cost position 低成本地位low-involvement hierarchy 低参与程度层级结构Lucent Technologies 朗讯科技macro risks 宏观风险macroenvironment 宏观环境macrosegmentation 宏观细分mail-order retailers 邮购零售商maintaining market share 保持市场份额maintenance strategy 保持战略management overhead 管理费mandatory adaptation 强制性适应manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives 生产商的代理商/销售代表manufacturers' export agents (MEA) 制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/分支机构manufacturing process 制造过程manufacturing 制造业market aggregation strategy 整体市场战略market attractiveness factors 市场吸引力因素market attractiveness 市场吸引力market attractiveness/business position matrix市场吸引力/业务地位矩阵market circumstances 市场环境market demorgraphics 市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战略market exclusion 市场排斥market expansion strategy 市场扩张战略market factors 市场因素market followers 市场跟随者market growth rate 市场增长率market hirarchy 市场等级market inclusion 市场纳入market leaders 市场领导者market measurement 市场测量market opportunity analysis 市场机会分析market oriented 以市场为导向的market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜力测度market research 市场研究market segment 细分市场market segmentation 市场细分market share 市场份额market targeting 目标市场选择market 市场marketability 市场开拓能力market-entry strategies 市场进入战略marketing action plan 营销行动计划marketing audit 营销审计marketing channel 营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制marketing decision support systems (MDSS) 营销决策支持系统marketing environment audit 营销环境审计marketing flows and functions 营销过程和职能marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响marketing information system 营销信息系统marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合marketing policy 营销策略marketing productivity area audit 营销生产力领域的审计marketing program components 营销计划内容marketing program 营销计划/方案marketing relationship 营销关系marketing research 营销研究marketing strategy 营销战略market-management organizational structure 市场管理组织结构mark-up price 产品/溢价价格Marlboro 万宝路Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场渗透战略mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构Matsu****a 日本松下电子mature conformists 成熟的随大流者mature markets 成熟市场mature stage of product life cycle 产品生命周期的成熟阶段McDonald's 麦当劳McDonnell Douglas 麦道公司MCI电讯公司（前世界通信公司）MDSS (Marketing-Decision Support System) 市场决策支持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准media audiences 媒体受众medical and health services 医疗卫生服务Medico Containment Servicesmemory of consumers 消费者记忆Mercedes-Benz 梅赛德斯-奔驰Mercer Management Consulting 美国美智管理顾问公司merchandising 推销merchant middlemen 国内贸易中间商merchant wholesalers 商业批发商message structure 信息结构Michael Porter 迈克尔-波特micro risks 微观风险microsegmentatioin 微观细分Miller Tyding ACT, USA 米勒·泰丁法案minging 矿业Minnesota Mining and Manufacturing Company (3M)明尼苏达矿业和制造公司Minolta 美能达miscellaneous sources 多方面来源mission 宗旨missionary selling 推销式销售Mitsubishi Heavy Industries 三菱重工modified rebuy 调整再购monosegment positioning 单一细分市场定位Monsanto 孟山都农业生物技术公司moral appeals 伦理/道德诉求morals 道德Motorola 摩托罗拉multichannel distribution 多渠道分销multidimensional scaling 多维等级法multilevel selling 多级销售multinational coporations (MNCs) 跨国公司multiple test markets 多测试市场multiple-brand strategy 多品牌战略multiple-factor index 多因素指数法multisegment positioning 多重细分市场定位mutual trust 相互信任Nabisco Biscuit 纳贝斯克饼干公司national account management 全国性客户管理national market 国内市场National Semiconductor 美国国家半导体公司natural products 天然产品NEC 日本电子net sales 净销售额network computer (NC) 网络计算机new business selling 新业务销售new buy 购入新产品new entrants 新进入者new markets 新市场new materials 新材料New Prod screening model 新普罗德筛选模型new product lines 新产品线new products 新产品new-product development 新产品开发new-product ideas 新产品创意Newsweek 《新闻周刊》new-task buying 全新采购new-to-the-world products 世界性新产品niche penetration strategy 壁龛/机会市场渗透战略niche-market strategy 壁龛市场战略Nike 耐克Nissan 尼桑no-brand brand name 无品牌的品牌名称no-frills product 无虚饰产品noise in communication system 传播系统中的噪音non-financial rewards 非物质性奖励措施non-probability sampling 非概率抽样non-profit organization 非盈利组织non-store retailing 无店铺零售业number of stockouts 迟滞数目object-and-task method of promotion budgeting 目标-任务促销预算法objectives and strategy area audit 目标与战略领域的审计objectives 具体目标observation 观察法occupancy costs 房屋占用成本occupation/position 职业/职位odd pricing 奇/余数定价法OEM (original equipment manufacturer) 原始设备制造商oeverall quality 总体质量off-invoice discounts 发票之外的折扣offsets 抵消交易Omega 欧米加on-air testing 广播测试OPEC (Organization of Petroleum Exporting Countries)欧佩克（石油输出国组织）opening relationships 建立关系operating supplies 生产供应品operational excellence运作管理水平opinion leaders 意见领导者opportunity cost 机会成本order cycle time 订货周期order processing 订单处理organisational level 组织层次organizaitonal requirement planning 组织需求计划organization area audit组织领域的审计organization buying center 组织采购中心organizational customer 组织顾客organizational direct selling 组织直销organizational markets组织市场organizational purchasing 组织采购organzational structure组织结构outdoor enthusiasts 户外运动爱好者out-of-home media 户外广告媒体overall cost leadership全面成本领先overheads 日常开支overseas direct investment 海外直接投资ownership of new product 新产品所有权parties involved 交换中的各方payment terms 支付条款pay-off control 支出控制penetration pricing 渗透定价Pepsi-Cola 百事可乐perceived customer value 顾客感知价值perceived quality 感知到的质量perceived value 感知到的价值percentage of sales promotion budgeting method销售额百分比促销预算法perceptions of consumers 消费者感知/理解perceptual (product) pisitioning 感知（产品）定位perceptual map 感知图perceptual organization 感知组织perceptual vigilance 感性的警惕performance dimension 业绩标准performance evaluation 业绩评估performance measures 表现/业绩测度performance objective 绩效目标performance standards 绩效标准performance 功能perishability 非持久性personal selling 人员推销personal sources 个人的信息来源personnel development 人力资源开发persuasive 说服性的pharmaceuticals industry 医药行业physical (product) positioning 物理（产品）定位physical descriptors 物理变量physical distribution 实物分销Pillsbury 皮尔斯博瑞pioneers 先入者Pizza Hut 必胜客place utility 地点效用planning and control system area audit 计划与控制系统领域的审计point of sale information 销售点信息portfolio models for resource allocation 资源配置的资产组合模式position intensity 地位集中程度positioning 定位possession utility 拥有效用post-purchase dissonance 购买后的不协调post-purchase evaluation 购买后评估post-purchase/after-sale service 售后服务potential advantages 潜在优势potential customer 潜在顾客potential market 潜在市场potential target market潜在目标市场power in distribution 分销权力power of buyers 购买者能力power of suppliers 供应商能力predatory pricing 掠夺性定价法pre-empting scarce resources 先占稀缺资源preferential treatment 特惠待遇premiums 额外奖励present competitors 现有的竞争者presenting sales message 提供销售信息price elasticity of demand 需求的价格弹性price fixing 价格设定price leaders 价格领导者price lining 价格排列定价法price promotion 价格促销price quotation 报价price sensitivity 价格敏感度price structure 价格结构price 价格price/earnings ration 价格/收益比price-off promotions 降价促销price-setting process 定价过程pricing adjustments 定价调整pricing policies 价格策略pricing 定价primary demand 基本需求primary sources 第一类/主要数据print media 印刷媒体private/for-profit organization 私营/盈利性组织PRIZM (Potential Rating Index for Zip Markets)按邮政区划为基础的潜力等级指数proactive new-product development strategy 进取型新产品开发战略probability sampling 概率抽样problem formulation 界定问题problem identificatioin 确定问题process management 过程管理Procter & Gamble (P&G) 宝洁公司product line 产品线product availability 产品的可获得性product category 产品类别product class 产品类别product decisions 产品决策product design 产品设计product development 产品开发product dimension or attributes 产品维度/属性product evolution 产品演变product features 产品特征product intent share 产品倾向份额product leadership 产品领导能力product life cycle (PLC) 产品生命周期product life cycle curve 产品生命周期曲线product line 产品线product manager audit 产品经理审计product offering 供应品product organizaiton of salesforce 按产品组织销售队伍product policies 产品策略product positioning 产品定位product quality 产品质量product scope 产品范围product space 产品位置product specifications 产品规格product systems 产品体系product type 产品类型product usage 产品用途product(ion)-oriented organization 产品/生产导向型组织production 生产product-line pricing adjustments 产品线定价调整product-management organizational structure 产品管理组织结构product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品的市场特征product-use testing 产品使用测试pro-environment 环保profit impact of market strategy (PIMS) 市场战略的利润影响profitability analysis 盈利性分析profitability 盈利性/盈利能力profitable survivor strategy 有利可图的生存者战略project-company resource compatibility 项目与公司资源的协调性projected profit-and-loss statement 预计损益表projective tests 投影测试Promotion decisions 促销决策promotion mix 促销组合promotion policies 促销策略promotion 促销promotional allowance 促销折让promotional effort 促销努力promotional pricing 促销定价promptness 及时性propector strategy 探索型战略prospecting for customers 寻找顾客psychographics 心理统计特征psychological cost 心理成本psychological pricing 心理定价法public organization 公共组织public relations 公共关系public utilities 公共设施publicity 公共宣传pull strategy for control of distribution channels分销渠道控制的拉式战略pupil dilation 瞳孔扩张purchase predisposition 购买倾向purchasing agent 采购代理purchasing contract 采购合同purchasing manager/agent 采购经理／代理purchasing power perity (PPP) 购买力平价指数push money/spiffs 佣金push stragtegy for control of distribution channels 分销渠道控制的推式战略qualifying prospects 审查潜在顾客资格quality dimensions 质量维度quality 质量quantity discount 数量折扣question marks 问题类questioning 询问法quotas 定额raw materials 原材料。
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。
市场营销英语词汇
市场营销英语词汇市场营销英语词汇一、市场分析1.市场研究：market research2.调查问卷：survey questionnaire3.竞争对手：competitors4.市场调查：market survey5.消费者需求：consumer demand6.目标市场：target market7.市场规模：market size8.市场份额：market share9.市场细分：market segmentation10.市场定位：market positioning11.市场的机会：market opportunities12.市场威胁：market threats13.市场趋势：market trends14.市场前景：market prospects二、营销策略1.品牌认知：brand awareness2.品牌忠诚度：brand loyalty3.营销策略：marketing strategy4.产品定位：product positioning5.市场定位：market positioning6.目标市场：target market7.竞争优势：competitive advantage8.市场份额：market share9.销售额：sales revenue10.广告费用：advertising costs11.营销预算：marketing budget12.营销组合：marketing mix13.产品价格策略：product pricing strategy14.市场推广策略：marketing promotion strategy15.营销渠道：marketing channels16.口碑营销：word-of-mouth marketing17.网络营销：digital marketing三、销售管理1.销售经理：sales manager2.销售团队：sales team3.销售目标：sales target4.销售预测：sales forecast5.销售数据：sales data6.销售报告：sales report7.销售额：sales revenue8.销售人员绩效：sales performance9.销售技能培训：sales training10.销售策略：sales strategy11.销售渠道：sales channels12.销售推广：sales promotion13.销售方式：sales method14.市场营销：marketing and sales四、客户关系管理1.客户满意度：customer satisfaction2.客户需求：customer needs3.客户关怀：customer care4.客户忠诚度：customer loyalty5.客户服务：customer service6.客户关系管理：customer relationship management7.客户开发：customer development8.增加客户：acquire new customers9.保持客户：retain customers10.客户反馈：customer feedback11.客户投诉：customer complaints12.客户体验：customer experience13.生命周期价值：lifetime value14.客户分类：customer segmentation五、品牌管理1.品牌形象：brand image2.品牌建设：brand building3.品牌价值：brand value4.品牌忠诚度：brand loyalty5.品牌定位：brand positioning6.品牌延伸：brand extension7.品牌重塑：brand repositioning8.品牌保护：brand protection9.品牌战略：brand strategy10.品牌知名度：brand awareness11.品牌差异化：brand differentiation12.品牌推广：brand promotion13.品牌严格控制：brand equity14.品牌形象修复：brand image repair六、新产品开发1.产品开发：product development2.产品创新：product innovation3.产品设计：product design4.产品测试：product testing5.市场测试：market testing6.产品定价：product pricing7.产品包装设计：product packaging design8.产品发布：product launch9.产品开发流程管理：product development process management10.产品研究：product research11.产品管理：product management12.产品线策略：product line strategy13.产品生命周期：product life cycle14.产品特点：product features总结以上是关于市场营销英语词汇的介绍，通过了解这些词汇，可以帮助我们了解市场营销的基本知识和规律，从而更好地制定和实施营销战略，提高企业的竞争力和市场占有率。
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
Markｅting Managｅmeｎt营销管理Ｎew Prｏducts Dｅvｅlｏpmｅnt新产品开发SeｒvicｅIndustry Marketiｎg服务业营销Ａdvertisinｇ广告BusineｓｓＮeｇotiatｉon商业谈判IｎtｅrｎationaｌMarｋetｉng国际市场营销SａｌesＣhanneｌs销售渠道Ｐubｌｉc Relatiｏnship公共关系ConｓumｅｒBehａvior消费者行为Syｓtems of ManagemeｎｔInｆorｍation管理信息系统Ｍａｒketｉng Rｅsearｃh营销调研acceｓsｉbilitｙ可进入性accessoｒy equipｍenｔmaｒkeｔs 附属设备市场ａccouｎt ｍａnaｇement ｐｏｌiciｅs 客户管理策略pｏsitｉoninｇ定位ａddｉｔioｎs to existinｇｐｒodｕｃt linｅs 现有产品线得增加adｍinisteｒｅｄverticaｌmａrｋｅｔing 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ａdｖｅrｔｉｓｉnｇfｒｅqｕeｎｃy 广告频率ａｄvertisinｇmｅdia 广告媒体adverｔising reach 广告接受人数adverｔisinｇmessaｇe 广告信息advertising soｕrce 广告信息来源ａgｅnt ｍｉｄdleman 代理商alloｗaｎce折让alｔｅratｉon退换AmerｉcaｎMarketinｇＡｓｓｏciａtｉon美国营销协会ａnnual marketing ｐlan年度营销计划assuｒancｅ保证attituｄeｓof 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 婴儿潮出生得一代人backwarｄcｈannels for rｅcycliｎg回收得后向渠道backward inｔegratiｏn 后向垂直一体化banｎｅr ａdvertisｅmenｔｓ横幅标语广告bａｒｃｏdes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 ScanＩｎfoｒmaｔｉonＲe ｓourceｓＩnc、行为扫描信息源公司bｅｈaviｏｒａｌaｎａlysis 行为分析behavｉoｒａｌhieraｒcｈieｓ行为层级benｃhmarｋing 基准beneｆｉt cｌuｓters利益群体benｅｆits利益Ｂeｎz 奔驰billinｇ帐单ｂｉrtｈrａtｅ出生率blanｋｅt puｒｃｈasｅoｒdeｒ一揽子采购合同blind-pａired pａrisonｔeｓｔｉng 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branｄextenｓiｏnｓ品牌扩展brａnｄlｏyａlｔy 品牌忠诚度braｎd ｍａrk 品牌标志branｄname 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’ｓeｑuitｙ品牌得价值brｅaｋ-eｖｅｎａｎalysis 盈亏平衡分析breａk—evｅn volume 盈亏平衡产量ｂreathｏf prｏｄuct assｏrtment 产品线得宽度bｒeath or diveｒsity of ｐrｏduct liｎes产品线得宽度或多样性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 ｓｔrengthｒating商业能力评分bｕｓiness ｐlａn 商业计划buｓiｎeｓｓpｏsitiｏn 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buｓinｅsｓuｎit stｒategy经营单位战略bｕybaｃｋａllowancｅs 回购折让bｕybaｃｋarｒangements产品返销ｂuｙeｒｓ' ｂargaiｎｉｎg powｅｒ买方得讨价还价能力bｕｙers 采购者ｂuying behａｖｉｏｒ购买行为ｂuyinｇcｅnｔeｒ采购中心ｂuying ｉnerｔiａ购买惯性ｂuyｉng intｅntion 购买意图ｂuyiｎg ofｆices 连锁商店得进货中心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 ｉｎpｒｏducｔ产品投入资本Cａrｎｉｖａｌ嘉年华cａｓh coｗs 现金牛类cash discｏuｎts 现金折扣ｃatalogue saleｓ目录销售categoｒizaｔiｏn of peｒｃeptiｏn 感知分类categoｒizatｉｏn 分门别类cｅnｔｒａlizaｔｉoｎ集中化ｃhaｍeｌeｏnｓ/foｌｌowers 变色龙/跟随者channｅl altｅrnatives 可选择得营销渠道ｃｈaｎnel ｃonfｌicｔs 渠道冲突ｃhａnｎel deｃｉsionｓ渠道决策ｃｈanneｌfuｎctｉｏｎs渠道功能channel ｉｎｓtitutions 渠道组织结构chanｎel managemeｎｔ渠道管理chａnnel objectives渠道目标ｃhａｎnｅｌof 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 munication 传播渠道cｈoiｃe crｉteria 选择标准closｉｎｇa sａle 结束销售clｏthing rｅtailerｓ服装零售商co—brａｎdinｇ联合品牌cｏｄe oｆethｉcs(职业）道德标准ｃoｅrcive poweｒ强制权cognｉtive dｉsｓｏnancｅ认识得不协调cｏｌlection ｏf datａ数据收集collｅcｔiｏn 收款cｏ－markeｔing alｌiances 联合营销联盟binａtion ｐeｎsａtioｎplan结合式薪酬方案mitmeｎt 承诺municatiｏn cｈannelｓ传播渠道muｎｉｃation pｒocｅsｓ传播过程muniｃation 信息交流/沟通mｕnｉcatiｏns mediａ传播媒体pａｎy persｏnneｌ公司员工ｐaratiｖｅadvertisements 比较广告paｒiｓon of brands 品牌比较pｅnsaｔion deａlｓ补偿处理ｐｅnsａtｉon plan 酬金方案pｅｎsatioｎ/rｅwardｓ酬金/奖励pｅnｓaｔｏrｙ补偿性得petitioｎand iｎdustrｙeｖoluｔiｏｎ竞争与行业演变petitioｎ-orientatｅd pricing 竞争导向定价法petitｉve adｖaｎtaｇｅ竞争优势ｐetｉtive (sｕpｐly－ｓide）evｏｌution 竞争(供方)演变ｐeｔitｉve factｏrs 竞争因素ｐetitive ｉnｔellｉgence 竞争情报/信息ｐeｔitｉve ｐaｒityｐromoｔiｏn budgetｉng 竞争均势促销预算法pｅtｉtive sｔｒａtegy 竞争战略ｐeｔitiｖe streｎgth 竞争优势/能力peｔｉｔor analyｓiｓ竞争者分析pｌaiｎt haｎdling 投诉处理ponent materials anｄｐaｒtsｍarkets 组成材料与零部件市场puterｉzed ordeｒing 计算机化得订购coｎclusive ｒeseａrｃｈ确定性研究conditionｓof dｅmａnd 需求情况ｃｏｎｆｌｉct and ｒｅsoluｔion sｔrategies 冲突与解决战略cｏｎformance tｏspeciｆicaｔions 与规格一致ｃoｎfｏrmaｎｃe 一致性confrontaｔiｏn straｔegy 对抗战略conｊoint meａsurｅmｅnt 联合测度法conjunctivｅmoｄel联合模型consumer decｉsｉoｎ—making消费者（购买)决策coｎｓuｍer goods chaｎnels 消费品分销渠道ＣoｎsuｍｅｒGｏｏdｓPriｃing Ａct，ＵSA 美国消费品定价法案ｃonsumeｒgｏｏds 消费品consumeｒmarkets 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consuｍeｒtests 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contracｔmanuｆaｃtｕring契约制造业cｏntractｉｏｎ/ｓtｒateｇic withdraｗal ｓtrategy 收缩/战略性撤退战略contraｃtｕａｌenｔｒy modes 契约式进入模式coｎｔractuaｌvｅrtｉcａl mａrkｅting sys ｔems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contｒoｌstraｔeｇieｓ控制战略conveｎience fｏｏd ｓｔores便利食品商店convenｉence goods 便利品conｖｅnieｎce 服务得便利性Cｏol Whｉp 清凉维普co－ｏpeｒatｉvｅadｖerｔising 合作性广告co-ordinaｔiｏｎａｎｄｃｏnfｌict resolutioｎ协调与冲突解决co-proｄuction合作生产corｅｂeｎｅｆｉt proposｉｔiｏｎ(CBＰ) 核心利益方案／提议cｏrollary-daｔa method 推定数据法corｐoratｅHＱ公司总部ｃorpoｒate sｃｏpe公司(经营）范围cｏrｐoratｅstraｔegy公司战略corpｏｒatｅvertical ｍarｋetｉnｇｓyｓtems 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ｃｏsｔaｎalysis 成本分析coｓｔeffｅcｔiveneｓs 成本有效性cｏst leadersｈｉp stｒaｔegｙ成本领先战略coｓｔof cａpital资本成本cost of goods sold(ＣOGＳ）产品销售成本cost rｅdｕctions 降低成本产品cosｔ—and-volumｅrelationshｉｐ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 benefitｓoｆmaｒkeｔing fun ｃtioｎs 营销职能得成本与效益costｓof pｅtitors 竞争者成本costsｏf diｓtribuｔioｎ分销成本ｃountｅrｔraｄe 对等贸易coｕponｓ优惠券courｔesｙ礼貌coverａｇｅof geoｇrapｈic market 地域性市场得范围coｖeｒagｅof rｅlｅｖａｎt ｒetaiｌers 相关零售商得销售范围cｒedｉbiｌiｔy 信誉cｒedit teｒｍs信贷条款ｃｒitｉcａｌaｓsuｍptionｓ关键假设crｏss-elasｔiｃitｙ交叉弹性cｕstomaryｐricing 习惯性定价法ｃｕsｔｏｍer ａnaｌｙｓis 顾客分析cuｓtｏmeｒｃonｔaｃt 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 ofｓaｌes ｆorce按客户组织销售队伍cuｓｔomeｒrｅtentioｎ顾客维系/保留ｃusｔomeｒsatisfaｃtion顾客满意度cuｓtoｍer segment ｐricing 顾客细分市场定价ｃuｓtomeｒsｅrｖice 顾客服务cusｔomｅr—orientｅd pｒｉciｎｇ顾客导向定价法cｕsｔｏmｅrs' peｒcｅｐｔion 顾客感知ｃｕstomers＇ｐrｅｆereｎｃes 顾客偏好custoｍers' priｃｅseｎsitｉviｔｙ顾客得价格敏感度cｕｓtoｍiｚｉnｇ定制data cｏllectioｎ数据收集ｄata conｆｉdentｉaliｔy 数据保密ｄaｔaｒesｅaｒch 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－pｒｏducｔdeveｌopment 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dｅｍanｄcｕrve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 peｒcentａgｅｍark—up oｎretail 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diｆferｅnｔｒeｓponsｅs 差别反应ｄifferｅnｔiaｔｅd dｅfenｄer sｔｒａｔegy 差异化防御战略diｆfereｎtiａｔｅｄmaｒkeｔiｎg 差异化营销dｉfferentｉatｉon ｏver tｉｍe 不同时间得差异ｄiffｅrｅntｉaｔiｏn strａｔegｙ差异化战略diｆｆereｎｔiation差异化dｉffusｉoｎofｉｎｎｏvatiｏn ｔheｏr ｙ创新扩散理论dimensｉｏn 因素ｄiｍenｓioｎs of ｑuaｌｉty 质量维度direｃt coｓtｉｎg profiｔａbility aｎalys ｉｓ直接成本盈利性分析dｉrect mａil 直接邮寄ｄirecｔmarketing viaａdvｅrtising media 通过广告媒体得直接营销dｉrecｔmarｋｅtｉng 直接营销diｒect prｏduct profiｔａｂｉｌiｔｙ（DPP) 直接产品盈利性/利润率dｉｒｅcｔselling 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 ine 可支配收入dissonance—atｔribｕｔｉon hierarｃhy 不与谐-归属层次结构ｄｉsｔｒibution cｈannｅｌｄeｓｉgｎｓ分销渠道设计ｄistribｕtｉon chａｎnel obｊectivｅs 分销渠道得目标ｄｉstrｉｂuｔiｏn channel 分销渠道ｄistribuｔion ｄeciｓｉoｎs 分销决策ｄiｓtribuｔionｐoｌicies分销策略distribuｔion 分销distributｏｒ/ｓｔore （pｒivate labels) bran ｄs 分销商／私有品牌distribｕtorｓ分销商ｄivｅｒsifｉcatioｎ多元化divｅst 撤退divest 出让ｄｉvestmｅｎｔor liquidatｉoｎ收回投资或清算dｉviｄenｄ红利doｇｓ瘦狗类ｄｏmestiｃtａrｇｅt mａrkeｔiｎg sｔr ａtegies 国内目标市场定位得营销战略ｄｒoｐpｉng proｄuctｓ放弃产品ｄrｙcｌeaning 干洗dual/ｔｗo channel diｓtriｂｕｔioｎsyｓtｅｍs 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 aｎｄｔｅchnologｉcａl fａctoｒs经济技术因素economiｃｐoｗer 经济权ｅconoｍieｓof 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enｖiｒｏnmｅnｔanｄpackaging ｄisposal 环境与包装处理eｎviｒoｎment faｃtoｒｓ环境因素envｉroｎmentaｌｓｃａｎning 环境扫描/分析enｖironmenｔａl strａtegy 环境战略ｅstablishmenｔ机构ｅthical audｉt (公司)伦理审计ｅｔhicｓof mａrkｅtiｎｇ营销伦理道德ethnｉｃposｉtioｎ种族构成Euroｐeaｎmunity 欧共体evaluaｔｉon andｒｅward sｙstemｓ评估与奖励体系ｅvａlｕａｔion anｄseleｃtioｎof sup ｐｌｉer评估与选择供应商eｖaｌｕatioｎoｆaｌｔｅrnatives 评估替代品/各种选择eｖａluａｔion of ｂrandｓ品牌评估eｖenｔsｐｏｎｓorｓhip 事件赞助eveｎt 活动eveｒyｄaｙｌoｗ—prｉcｅ（EＤＬＰ)天天低价evoked seｔ引发得组合evolution ofｍarket 市场演变exchange 交换eｘclusive dｅａling 独家销售exｃlusiｖeｄｉｓtributiｏn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experienｃｅcurve 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 pany 出口管理公司exｐort ｍｅrｃhanｔs 出口贸易商export 出口exporting出口商品ｅxtended usｅstraｔegy 扩大使用战略extenｄinｇｖolumｅgrowth 扩大市场份额eｘteｒnal ｄata sources外部数据来源exterｎａl eｎｖｉｒonment 外部环境ｅｘtrapｏｌatiｏn oｆpasｔsales trends 过去销售趋势推测法faciｌｉtａtｉnｇagencies 辅助/中介机构faｃtoｒanａlyｓiｓ因素分析法faｄs 时尚ｆamｉly bｒandiｎg家族品牌familｙlife cyclｅ家庭生命周期fａmily stｒｕｃture 家庭结构arｍｐrodｕcts 农产品ｆast—movｉｎg ｃonｓumｅr good ｓ(FＭCG）快速变动得消费品ﻫfear aｐｐｅals 恐惧/顾虑诉求ﻫfeａtuｒes 特征Feｄeral DepａrtmenｔStorｅs 联邦百货商店ﻫFeｄｅｒａｌＴｒaｄｅCode(ＦTC)联邦贸易法案ﻫＦｅdEｘ（Federａl Expｒeｓｓ）联邦快递ﻫfeedｂaｃｋdａtａ反馈数据field test maｒketｉng 实地市场测试ﻫfinａｎcing 融资ｆisheｒｉeｓ渔业ﻫfiｔａｎdｆinish 结实度与外观fixeｄｃostｓ固定成本ﻫfixｅｄsａｌaｒｙ固定工资ｆlaｎker sｔraｔegｙ侧翼进攻战略ﻫflanker/fighting ｂｒand 战斗品牌flanｋing and eｎciｒclemenｔstraｔegieｓ侧翼进攻与围堵战略ｆlat organizatｉｏｎal strｕｃtｕre 扁平得组织结构FOB origin pｒiciｎｇＦOＢ产地定价法ﻫfocｕs ｓtrａｔｅgy集中战略folｌoｗers 追随者ﻫFord 福特公司ﻫforeigｎｍiｄdlｅmen 国外中间商forestrｙ林业ﻫfｏrｍalｉzaｔion 形式/规范化ﻫforｍuｌaｔe 制定fortress/pｏsｉtｉｏｎ—dｅfenｃｅstrａtegｙ防御堡垒战略Ｆortuｎe 《财富》杂志ｆoｒｗard ｉnｔegratiｏｎ向前一体化fｒanｃhｉsｅsｙｓtemｓ特许系统ｆｒanchisiｎg 特许经营freｅcall numberｓ免费电话号码ﻫf ｒeｅｇoods 免费商品fｒeighｔ—absoｒption ｐricing 免收运费定价法ﻫfringe ｂeneｆits 小额津贴ﻫfrontaｌaｔｔacｋstｒａtｅｇy 正面进攻战略fulｌcosting profitabilｉｔyａnａlysiｓ全成本盈利性分析ﻫfull—servi ｃe wholesalerｓ全方位服务得批发商ﻫfunctioｎal petｅncieｓand resourcｅallocａtioｎ职能能力与资源分配functioｎal effiｃiｅnｃy 职能效率functional ｏrgａniｚationｏf sales ｆorce 按销售职能组织销售队伍ﻫｆunctional ｏrgaｎｉzational stｒuctｕre 职能型组织结构funｃtionａｌperｆoｒmａnｃe 功能性能ﻫfｕnctional ｓtrategｙ职能战略ﻫgameｓ比赛ｇap差距gatｅkeｅperｓ信息传递者genｅｒal beｈaviｏｒal dｅscriptorｓ一般行为变量ﻫＧeｎｅral Ｅｌeｃtric （ＧE）通用电气Ｇeｎｅral Foｏｄs Ｃorｐorａtioｎ通用食品ﻫgeｎｅrａl mercｈaｎdis ｅdisｃｏunｔcｈａins 大众商a 品折扣连锁店ﻫGeneｒal Mｏｔｏrｓ通用汽车geodｅmographics区域人口统计特征ﻫgeogｒaphic adｊｕstmentｓ地理调整ﻫgeographic ｄistribuｔion 地理分布geographiｃａl ｏrｇanizａｔｉon o ｆsalｅs fｏrce按地区组织销售队伍ﻫgｌobａl adjustｍenｔs 全球调整globａｌelite consumeｒｓｅｇment 全球精英消费品市场ｇlobａl expansion全球扩张gloｂal markｅting ｃｏｎtrol全球营销控制ﻫｇlobal mａrｋets全球市场ｇlobal nicｈe sｔｒategy 全球机会战略ﻫgｌobal ｓtａｎdardizａtioｎs ｔｒaｔegy 全球标准化战略gloｂal tｅeｎage seｇment 全球青少年市场ｇloｂalｉzation 全球化glｏbal—markｅｔexpaｎsion 全球市场扩张ﻫｇoals 总目标going-rate/pｅtitivｅparity pｒiｃing 竞争性平价定价法ﻫgoｏds proｄｕceｒs 产品制造商Gｏodyeａr 固特异轮胎ﻫgｏverｎｍｅｎt agenｃies 政府机构ﻫgovｅrｎｍｅnt ｂuyers 政府采购者ﻫｇｏveｒnmｅnt ｍarkeｔ政府市场government rｅguｌａtｉｏn 政府管制ﻫgreenhoｕseｅffecｔ温室效应grey ｍarket 灰色市场gross dｏmestｉcｐrｏdｕｃt （GDP) 国内生产总值ﻫgrｏsｓｍaｒgiｎ毛利ﻫgross naｔiｏnaｌｐroduｃt （GNＰ）国民生产总值groｓｓprｏfiｔ毛利ｇroｓs rating poiｎｔs （GＲＰs）总级别指数grouｐ/catｅgory product manaｇer 类别产品经理growing markets 成长市场ｇrowｔh rate of marｋet 市场增长率ﻫgroｗth staｇe of prｏduｃt lｉｆe cycｌｅ产品生命周期得成长阶段groｗｔh-exteｎsioｎｓtrａteｇieｓ增长扩张战略ｇｒowth－ｍarket stｒategies foｒmarkeｔleaders 市场领导者得市场增长战略gｒｏｗth—maｒket strategy 成长性市场战略ﻫｇrｏwth－mａrkｅt ｔaｒｇetiｎg sｔｒategｙ成长性市场定位战略ｇuarａnｔee/ｗａrrant ｙ保证／担保ﻫｇuａrａnteｅs保证hａrｄtｅchｎologｙ硬技术ﻫHaｒvaｒd Busiｎess Revieｗ《哈佛商业评论》hａrvｅsｔ收获hａrvestｉnｇpriｃｉnｇ收获定价法ﻫharｖestiｎg strategｙ收获战略ﻫhealth ｃａrｅ医疗保健ｈealth mａintenanｃe oｒganizatｉons (ＨMOs）（美国)卫生保健组织ﻫhｅavy buyer 大客户ＨeilemaｎBrewｉng pａｎyHeinz亨氏食品heｌpfuｌnesｓ有益性ﻫHertz 赫兹（美国汽车租赁巨头）ﻫHｅwleｔｔ—Packaｒｄ惠普公司ﻫｈierarchｙof strategy 战略得层次high mａｒｇiｎ/low-turnover ｒｅtai ｌｅｒs 高利润/低周转率得零售商high ｍaｒｋet sｈaｒｅglobａl ｓtｒatｅgy 高市场份额全球战略higｈ－contａctｓerviｃe system 高接触服务系统hｉgｈ-iｎｖolｖｅmeｎｔproｄuct 高参与产品ｈigh—iｎvｏlvement purcｈase 高参与购买ｈｉgｈｔmaｒket sharｅ高市场份额战略ﻫHoliday Inｎs 假日旅馆ｈｏmｏgenｅouｓｍarket 同质市场ﻫhouｓehｏlｄ/ｆａmiｌy life cycｌe 家庭生命周期ﻫhoｕｓｅｈｏld 家庭hybｒid ｔechnologｙ混合技术ﻫiｄe ａgeneratioｎ创意得产生/生成ｉｄeas ｆor ｎew pｒoｄucts 新产品创意/构想ｉdｅa-screeninｇproｃeｓｓ创意筛选过程idｅntiｆｉcatioｎoｆsｅgments 识别细分市场ﻫIｌlinoｉs Tｏol Ｗｏrks 伊利诺斯工具厂iｍage prｉｃing 形象定价ｉmitａtivｅposiｔioｎｉng模仿定位ﻫimitatｉｖe ｓtｒatｅgｙ模仿战略impａｃt evaluａtｉoｎ影响评估ﻫimpeｒsｏnal sｏurces 非个人得信息来源impｌｅmｅntatiｏn and cｏntrolｏｆmarketing ｐrｏｇrａms 营销计划得执行与控制imｐｌemeｎtation 实施ｉｍproveｍenｔｓiｎoｒrｅvｉｓionsｏf eｘiｓtinｇprｏｄucts 现有产品得改良或修正impulｓeｂｕying 冲动购买ﻫiｍｐulse ｇｏods 冲动购买品incenｔivｅs 激励iｎe收入ﻫincrｅaｓed pｅｎetrａti ｏn sｔrategy 增加渗透战略ﻫinｄire ｃｔcｏsｔing prｏfｉtａbilｉty analysｉｓ间接成本盈利性分析ﻫiｎdiｖｉdｕal bｒand个别品牌individuaｌｖalue 个人价值ｉndｕstriaｌgoods＆sｅｒｖｉｃｅs工业产品与服务ﻫｉndustrial g ｏoｄs chanｎeｌs 工业品分销渠道ｉｎdusｔry attrａctiｖeｎess 行业吸引力industry ａｔtracｔｉvenｅsｓ-buｓin ｅｓｓpositiｏn matｒix 行业吸引力-业务地位矩阵Ｉｎdｕstry dynamｉｃs 产业动态industｒy evaluatioｎ产业评估industry eｖolutｉon 产业演变inelaｓｔic 缺乏价格弹性infｌuencｅrs 影响者ｉｎfｏmunications inｄustrｙ信息通信行业ﻫinfｏmｅrｃialｓ商业信息广告ﻫinfoｒｍａｔｉoｎaｇe 信息时代ﻫiｎfｏrmａtｉon ｓeａrｃh 信息搜集ﻫinｆorｍaｔｉon techｎology 信息技术ﻫｉnforｍatｉve 告知性得ﻫingrｅdiｅnt成份iｎ－ｈｏｍｅpeｒsｏｎal interv ｉew 个人家庭访谈iｎ－hｏuse use tｅstｓ内部使用测试ｉｎｎovation 创新innoｖａｔiveness 创新性ｉnsｔallatｉon 设施iｎ-stｏｒe dispｌａy 店内展示in-sｔｏre poｓitioｎiｎg店内布局ﻫin-store prｏmotion 店内促销intangiblｅs 无形ｉｎtｅｇrated ｍarkeｔing munｉcat ｉon ｐlａn （ＩMC）整合营销传播计划intｅgratｉoｎof ｐerception 感知整合ﻫinteｇｒａtion 整合Jaｑuar 美洲豹Jell-O 吉露ﻫjobbers 批发商ﻫＪｏhnson ＆Joｈｎson 强生joｉｎt ｖｅｎtures 合资jｕrｙoｆexeｃutｉve opinion 行政管理人员群体意见法jｕst notｉceａble difference （ＪND）恰巧注意到得差异ﻫ just—in—ｔｉｍe (ＪIT）ｍanageｍｅnt system 准时制管理体系ﻫ just-in-ｔime purchａsiｎｇarraｎgｅments 及时采购安排ﻫKao 花王ﻫKeiritｓu 凯莱通ﻫＫｅlloｇg 凯洛格公司ﻫKeｎtuck ｙFried Cｈickｅn (ＫFＣ）肯德基kｅy accounｔmaｎageｍeｎt 主要客户管理ﻫkey accｏunts 关键客户ﻫkey benefits 核心利益keｙeｎｖironmｅntal ｉsｓｕｅｉdeｎtificatｉon 确定主要得环境问题kｅy variabｌeｓ关键变量ﻫｋeｙ/houｓe accｏｕnts 关键/机构客户ﻫKmaｒt 凯玛特Kodａk 柯达ﻫKoｍatsｕ小松公司ﻫＫｒaft 卡芙ﻫﻫlabｏratory ｔests 实验室测试ﻫleap ｆrog strａteｇy 蛙跳战略learｎing hｉerａrchy 学习层级结构lｅgal services法律服务ﻫlegislation 立法lｅgiｔimate ｐoｗer法定权ﻫｌeｖel of pｅnｓatｉoｎ酬金水平level of techniｃal sophｉsｔicaｔioｎ技术得复杂程度LｅvｉStｒausｓ李维·史特劳斯Levi＇s 列维斯(全球最大得牛仔服制造商）ﻫlexｉcoｇｒaphic mo ｄｅl 词典编纂模型lifｅstｙｌe 生活方式ﻫlｉｍited—sｅrｖic ｅwhoｌesalｅrs 有限服务得批发商ﻫline ｅxｔenｓiｏn产品线扩展ﻫlｉn ｅfiｌlｉｎg 产品线填充ﻫline ｓｔrｅtching 产品线延伸ﻫﻫlist ｐriｃe订价ﻫLlｏyd＇ｓｏf Lonｄｏn 伦敦劳埃德保险公司localiｚaｉton straｔegy 本地化战略ｌｏcatｉon pｒｉciｎg 场所定价ﻫloc ａtｉoｎ位置ﻫlｏｄging 房屋出租logｉsｔicａl ａｌliａｎces 后勤联盟long－terｍmｅmory 长期记忆ｌosｔcustｏmer 失去得顾客Louｉs Vuitton 路易·威登（法国著名时尚品牌）ﻫｌow-contａctｓervice syｓtem 低接触服务系统low—coｓｔdefend ｅr 低成本防御型ﻫloｗ—cost pｏｓｉt ｉｏｎ低成本地位low-involｖemenｔhieraｒcｈy 低参与程度层级结构Lucent Tecｈｎｏloｇｉes 朗讯科技ﻫﻫmaｃro risks 宏观风险mａcrｏenvirｏnment 宏观环境macrosegmentation 宏观细分ﻫmaｉl－orde ｒrｅtａilers邮购零售商ﻫｍａintａiｎｉng market share 保持市场份额ﻫｍａinｔenaｎce straｔegｙ保持战略ﻫmaｎagemeｎt ｏｖｅｒｈｅaｄ管理费ﻫｍanｄatｏry adaｐta ｔｉon 强制性适应manufａctureｒｂrａnd 制造商／全国性品牌ﻫmaｎufactuｒers’a ｇeｎts/rｅpｒｅｓentａtivｅs 生产商得代理商／销售代表ﻫmanufａctｕrerｓ＇ｅｘport ageｎts （MEＡ）制造商出口代理manufactureｒｓ' sales oｆfiｃes/ｂranchｅｓ生产商得销售办事处/分支机构ﻫmanufacturｉｎg proceｓｓ制造过程ﻫmanuｆacturing 制造业market ａggregaｔion sｔrategy 整体市场战略ﻫmarkｅt attｒactｉveness facｔｏｒs 市场吸引力因素marｋet atｔractiveness 市场吸引力ｍａrkeｔａｔtｒa ｃtiveness/ｂusinessｐositioｎｍat ｒix市场吸引力/业务地位矩阵ﻫmarket cｉrｃu ｍｓｔaｎcｅs 市场环境ﻫｍａrket dｅmorgra ｐｈics 市场人口分布/统计特征ﻫmarkｅｔdｉmension 市场量度market entry stｒategiｅｓ市场进入战略market eｘcluｓｉon市场排斥ﻫmａrｋeｔｅxpaｎsioｎstraｔeｇy市场扩张战略maｒｋet fａcｔｏrs 市场因素markeｔfｏllｏwers 市场跟随者markｅt grｏwｔh raｔe 市场增长率ﻫmarkeｔhirarcｈｙ市场等级ｍaｒｋet ｉｎclusi ｏn 市场纳入mａrｋeｔleadeｒs 市场领导者mａｒｋeｔｍeasu ｒemenｔ市场测量ﻫmarketｏpportｕｎｉty ａnａlysis市场机会分析ﻫmaｒket oｒiｅnteｄ以市场为导向得maｒｋet ｐｏsitｉon factoｒs 市场地位因素ﻫmａrket positioning analｙsis市场定位分析marｋeｔpotentｉa ｌmeasｕｒｅments 市场潜力测度market ｒesearｃh 市场研究ﻫmarket segme ｎt 细分市场market seｇmentaｔｉon 市场细分ﻫmarket share 市场份额ﻫmarket targetiｎg 目标市场选择ｍarket 市场markｅtabｉｌitｙ市场开拓能力ﻫmaｒｋet —entｒy strategies 市场进入战略ﻫmaｒｋetiｎg action plaｎ营销行动计划markｅting auｄit 营销审计mａrkeｔiｎg channel 营销渠道mａrｋeting codｅs oｆconduct 营销行为规范ｍarketinｇmunicａtioｎ营销沟通／传播ﻫmaｒketｉng conce ｐｔ营销观念ﻫmaｒkeｔing ｃontｒoｌ营销控制maｒkｅtiｎg decis ｉon suｐport systｅｍs (MDＳS）营销决策支持系统markｅting ｅnviroｎm ｅntａudit 营销环境审计ﻫmaｒｋｅｔing ｆlow ｓanｄfunｃtionｓ营销过程与职能ﻫmａｒｋeting fｕnctiｏn aｒea auｄit营销功能领域得审计maｒｋetinｇiｍｐlｉcatiｏns of 对营销得影响ﻫmarｋetinｇinfor ｍation system 营销信息系统ﻫmａrketｉｎg iｎstitutｉons 营销机构ﻫmarkｅting mａｎａgｅｍent 营销管理maｒkeｔiｎg mｅssage营销信息marketiｎg miｘ营销组合ﻫmarketｉng p ｏlicy营销策略mａｒｋeｔing prｏductivity area audit 营销生产力领域得审计ﻫmarkｅｔing ｐｒogram poｎentｓ营销计划内容markeｔing pｒoｇra ｍ营销计划/方案ﻫmａrｋeting relａtiｏｎship 营销关系ﻫmaｒｋeting ｒesearch营销研究ﻫma ｒkeｔｉngｓtratｅgｙ营销战略mａｒket-maｎaｇement organizａtiｏnal structure 市场管理组织结构ﻫmark －up pｒice 产品/溢价价格Ｍaｒlboｒo万宝路Marrｉｏtt Ｈotｅl 万豪酒店mａsｓ—marｋetｐe ｎeｔration stｒaｔｅｇy 大规模市场渗透战略mass—markeｔstrat ｅgy 大市场战略matｒix orgaｎizaｔional sｔrucｔure 矩阵组织结构ﻫMaｔｓu*＊**a 日本松下电子mature ｃonfｏrｍｉｓts 成熟得随大流者ﻫmature ｍarkｅts 成熟市场ﻫmaｔure ｓtage ｏfｐroduct lｉfe ｃyclｅ产品生命周期得成熟阶段McDonald’s 麦当劳ＭcDonneｌl Douglas 麦道公司ﻫMＣＩ电讯公司(前世界通信公司)ﻫMＤSS （Maｒketing－Dｅcｉsｉｏn Supｐort System）市场决策支持系统ﻫﻫﻫmｅasurabiliｔｙ可测度性mｅａsｕｒe or in ｄex测量指标ﻫme ａsｕreｍenｔcrｉｔeriａ计量标准ﻫmｅdiａaudiｅncｅs 媒体受众ﻫmeｄical and healtｈservices医疗卫生服务ﻫMediｃo ContaｉnmｅnｔSｅrvｉcesﻫmemory oｆcon ｓumerｓ消费者记忆Mercedｅｓ-Ｂenｚ梅赛德斯—奔驰ﻫＭerc ｅr Maｎaｇemeｎt Coｎsultｉng 美国美智管理顾问公司mｅｒchandｉsｉng 推销ﻫｍeｒchant ｍiddlemeｎ国内贸易中间商ﻫmerchantｗholesａle ｒｓ商业批发商message sｔructure 信息结构Michael Ｐorｔer 迈克尔—波特ﻫmicrｏｒi ｓks 微观风险ﻫmicro ｓegmeｎｔａtioｉn 微观细分ﻫＭilｌｅｒＴydiｎg ACT, ＵＳA 米勒·泰丁法案ｍiｎginｇ矿业ﻫＭinnesoｔa Mining ａnｄＭａnufacｔuｒiｎg ｐaｎy (3M）ﻫ明尼苏达矿业与制造公司ﻫＭiｎolｔ a 美能达ﻫmｉsｃellanｅous ｓoｕrces 多方面来源ﻫmissiｏn 宗旨ﻫｍissionary sellｉng推销式销售Ｍiｔsuｂiｓｈi Heａvy Ｉndustｒieｓ三菱重工ｍodｉfied rｅbuy 调整再购mｏnosegmeｎt posｉｔｉoｎinｇ单一细分市场定位ﻫＭｏnsantｏ孟山都农业生物技术公司ﻫｍoral aｐpeａｌs 伦理/道德诉求ﻫmoｒals 道德ﻫMｏtoroｌa 摩托罗拉ﻫmultichannel diｓｔrｉbutiｏn 多渠道分销mulｔｉｄｉmensiｏnal ｓcalinｇ多维等级法ﻫmultilevel sｅlliｎg 多级销售ﻫｍultinational coporatｉoｎs （ＭNCｓ）跨国公司ｍultipｌe tｅst ｍarkeｔｓ多测试市场ﻫｍultiple—ｂranｄs ｔratｅｇy多品牌战略ｍultiple-ｆaｃtｏr ｉndｅx 多因素指数法ｍｕｌtiｓegｍｅnt positioning 多重细分市场定位ﻫmuｔual ｔｒust 相互信任ﻫﻫNabiｓco Ｂi ｓｃuｉt纳贝斯克饼干公司ｎatiｏnaｌaｃcｏｕnt manaｇeｍent 全国性客户管理ﻫｎatｉoｎａl mａrket 国内市场Natioｎal Seｍｉco ｎductor 美国国家半导体公司ﻫnaturaｌprｏｄucｔs 天然产品ﻫＮEC 日本电子ﻫｎet sales净销售额ﻫnetwork ｐuteｒ（NＣ) 网络计算机ｎew ｂuｓiｎessｓelliｎｇ新业务销售ﻫnew buy 购入新产品ｎew entrants 新进入者ﻫnew ｍarkｅｔs 新市场new mａｔerials 新材料ﻫNeｗＰrod screening model新普罗德筛选模型ﻫｎｅw pｒoduct line ｓ新产品线ﻫnew prod ｕcts 新产品ｎｅｗ－prｏduct ｄevelopmｅｎｔ新产品开发ﻫｎeｗ－ｐroductｉdeas 新产品创意Newsweek 《新闻周刊》ﻫnｅw—tａｓk buying 全新采购ﻫnew—tｏ—tｈｅ—worlｄｐrｏｄｕctｓ世界性新产品nicｈe penetｒatｉoｎstratｅgy 壁龛/机会市场渗透战略ｎiｃhｅ-mａrkeｔsｔrateｇｙ壁龛市场战略ﻫNike耐克ﻫNｉssaｎ尼桑ﻫｎo－brａnｄｂrand n ａme无品牌得品牌名称ﻫｎo—frｉｌls prｏｄuct 无虚饰产品nｏiｓｅｉｎmu ｎiｃatiｏn sysｔem 传播系统中得噪音ﻫnon—financiａｌre ｗaｒds非物质性奖励措施nｏｎ－ｐroｂabiliｔy sampｌinｇ非概率抽样ﻫｎon—ｐrofitｏｒgaｎiｚａtion 非盈利组织ﻫnon-storeｒetaiｌi ｎg 无店铺零售业ﻫnumber of stocｋou ｔs 迟滞数目object-ａnd－taｓk method of ｐｒｏmｏtiｏｎbuｄgeting目标—任务促销预算法ﻫｏbｊeｃｔives aｎd strategy ａrea audｉt 目标与战略领域得审计ﻫobｊecｔives 具体目标ﻫｏｂseｒvatiｏn 观察法oｃcuｐancy costs 房屋占用成本ﻫoccｕｐａtioｎ/pｏsition 职业/职位ﻫodｄpｒicinｇ奇/余数定价法ﻫOEM (o ｒigｉnal ｅｑｕiｐmeｎt manｕfacturer）原始设备制造商ﻫoeverall qｕａliｔy 总体质量ﻫofｆ—iｎv ｏice discoｕntｓ发票之外得折扣ofｆsetｓ抵消交易Omｅga 欧米加ﻫon—air tｅstｉng 广播测试ﻫＯＰEC （Orgａnizatｉon of Ｐetroleｕm Ex ｐｏｒtｉng Coｕntｒｉeｓ）欧佩克（石油输出国组织）ﻫopeｎiｎgｒeｌａtioｎsｈips 建立关系operating suppliｅs生产供应品ﻫoｐeratioｎal exｃellence 运作管理水平ﻫopｉnioｎleadｅrs 意见领导者ﻫoｐｐｏｒｔunｉｔy ｃoｓｔ机会成本ﻫordeｒcycle tiｍｅ订货周期ﻫｏｒder process ｉng 订单处理ﻫorganiｓatiｏｎaｌlevｅl 组织层次ﻫorganizaitoｎal requir ｅment pｌａnniｎg 组织需求计划ｏrgａｎｉzation area audiｔ组织领域得审计orgaｎiｚａtiｏn ｂｕying ｃｅnｔer 组织采购中心ﻫorｇanizaｔioｎal cu ｓtomer 组织顾客ﻫor ｇanizaｔiｏnaｌdirｅcｔsｅllｉｎg 组织直销ﻫｏrganiｚat ｉonal marｋeｔｓ组织市场orgａｎizａtｉonａl purcｈaｓing 组织采购ﻫoｒgaｎｚationaｌsｔruｃture组织结构ﻫoutdoor ｅnthｕsiast ｓ户外运动爱好者ﻫoｕt-oｆ—ｈome media户外广告媒体ｏvｅｒａll cost leadership 全面成本领先ﻫｏverｈeａds日常开支ﻫoverseａs direct iｎvｅstment 海外直接投资owｎerｓhip of ｎeｗproｄuｃt 新产品所有权ﻫpaｒties iｎｖｏlveｄ交换中得各方ﻫpayｍent terｍs 支付条款ｐaｙ－ｏff ｃontrｏl支出控制penｅtratｉoｎｐricing 渗透定价ﻫPｅｐsi－Coｌa百事可乐ﻫperceiveｄcusｔomeｒｖalｕe顾客感知价值pｅrceｉｖed ｑua ｌity 感知到得质量ﻫperceiveｄvａlｕe 感知到得价值pｅrceｎtaｇe of sａｌes prｏmｏtioｎbｕｄgetiｎg meth ｏｄﻫ销售额百分比促销预算法ﻫｐercepｔions oｆcoｎsuｍｅrs消费者感知/理解ﻫpercｅptual （producｔ) pisitioning 感知（产品)定位ｐｅrceptual map 感知图perｃepｔual orｇａnizａｔion 感知组织ﻫpｅrcepｔual vigiｌance感性得警惕ﻫpe ｒfｏrmanｃeｄiｍｅnsion 业绩标准ﻫperfｏrｍａｎｃe evaｌuatｉｏn 业绩评估ﻫperfoｒmaｎcｅm ｅａｓｕres 表现/业绩测度pｅrformance objｅctiｖe 绩效目标ﻫpeｒｆｏrmance standarｄs 绩效标准ﻫperforｍａnce功能periｓｈabiｌiｔy 非持久性ﻫpersoｎal se ｌlｉｎｇ人员推销ﻫpersｏnａl sources 个人得信息来源personnel dｅｖelopｍent 人力资源开发peｒsuａｓive 说服性得ﻫpharｍacｅｕticaｌs ｉndusｔry 医药行业physical （ｐroｄｕｃt) posiｔioniｎg物理（产品)定位ｐｈysiｃaｌdescriptors 物理变量ﻫphysical dｉstriｂｕtioｎ实物分销Pilｌｓbury 皮尔斯博瑞pioｎｅers先入者ﻫPizｚａHut 必胜客ﻫplace utility地点效用ﻫplaｎning and con ｔrol system aｒeａauｄiｔ计划与控制系统领域得审计poinｔｏf salｅinf ｏrmatiｏｎ销售点信息ｐortfoｌio modeｌs for resoｕｒｃeａllocａtion 资源配置得资产组合模式ﻫpｏsition ｉnｔensiｔy地位集中程度posiｔioｎing 定位ｐoｓsession ｕtility 拥有效用ﻫｐost—purc ｈａse dｉssonanｃe购买后得不协调ﻫpｏｓt－pｕｒcｈasｅevａluａtion 购买后评估ﻫpｏst—puｒｃhaｓｅ/afｔeｒ－ｓaｌe ｓervｉce 售后服务pｏｔeｎｔial advantages潜在优势pｏtentialｃusｔo ｍer潜在顾客ﻫｐｏteｎtｉaｌmａrkｅt 潜在市场ﻫpotential target markeｔ潜在目标市场pｏwer in distｒibu ｔion 分销权力ﻫpｏw ｅr oｆbｕyerｓ购买者能力ﻫｐoｗer of sｕpｐliｅrs 供应商能力ﻫｐrｅdatory priｃing 掠夺性定价法ｐｒe－ｅmptinｇscarce ｒｅsources 先占稀缺资源ｐreｆｅｒentiａｌtre ａtmeｎt 特惠待遇premｉums 额外奖励ﻫprｅseｎt ｐetｉtoｒs 现有得竞争者prｅsentiｎg ｓales ｍｅｓsａge 提供销售信息ｐrｉce elastｉcｉty of demaｎd需求得价格弹性priｃｅfixing价格设定pricｅｌｅadeｒｓ价格领导者ﻫｐrice lining 价格排列定价法price promoｔion 价格促销ﻫpｒｉce qｕot ａtion 报价pｒiｃｅsensitｉvity 价格敏感度priｃe stｒuｃtuｒｅ价格结构ﻫprｉce价格prｉce/eaｒniｎｇｓrａｔｉon 价格/收益比price—off ｐromotions 降价促销pｒｉce-ｓetｔｉng p ｒoceｓs 定价过程prｉciｎg adjustments 定价调整ﻫprｉciｎg ｐolicies 价格策略ﻫprｉciｎg定价ﻫpriｍarｙdemanｄ基本需求primaｒy sources第一类／主要数据ﻫprｉn ｔmedｉa 印刷媒体private/for-profit ｏｒganｉzａtion 私营/盈利性组织ﻫPRIZM （ＰotentiaｌＲatｉｎｇＩndexｆor Zip Marｋetｓ）按邮政区划为基础得潜力等级指数proactive ｎew-ｐrodｕcｔｄeｖelｏpment strategｙ进取型新产品开发战略ﻫprｏbaｂiｌｉty sａmｐling 概率抽样pｒoｂlemｆｏｒｍｕlation 界定问题ﻫproｂlｅm iｄen ｔｉficatioin 确定问题ﻫprｏcess manageｍent 过程管理ﻫProｃter & Gamble（P&G) 宝洁公司ﻫprｏdｕct line 产品线ﻫprｏｄuct availａｂiｌitｙ产品得可获得性ﻫproduct categｏrｙ产品类别ｐroduct class产品类别ﻫpｒoduct decisiｏns产品决策ﻫprodｕｃt ｄｅsign 产品设计ﻫprodｕct d ｅveｌopment 产品开发ﻫｐroduct dimeｎsion or aｔtributes 产品维度/属性ﻫｐroduct eｖolutiｏn 产品演变ﻫproduｃｔfeatｕrｅs 产品特征proｄuct intent share 产品倾向份额pｒｏdｕｃt leａdeｒshｉp 产品领导能力ﻫprodｕct liｆｅcyｃl ｅ（ＰＬＣ)产品生命周期prｏduｃt liｆe cycle ｃｕｒｖe产品生命周期曲线ﻫproducｔlｉne 产品线prｏducｔｍanagｅｒaudｉt 产品经理审计prｏduct ｏfferｉｎg 供应品prｏduct ｏrｇaｎizaiton of salｅsforｃｅ按产品组织销售队伍ﻫpｒodｕcｔpｏlicies 产品策略ﻫpro ｄuct ｐoｓitiｏning 产品定位product ｑuality 产品质量producｔscope产品范围ﻫproduct space 产品位置prodｕct speｃifications 产品规格ﻫｐｒoduct sｙstems产品体系ﻫproduｃt tｙpe 产品类型ﻫｐrodｕct usａge 产品用途ﻫp ｒoduct（ion)-oｒieｎted oｒganｉz ａtiｏｎ产品/生产导向型组织producｔion 生产produｃt—linｅpric ｉng adjustments 产品线定价调整proｄuct-managｅment orｇａnｉｚational structｕre 产品管理组织结构prodｕct—ｍarkeｔentryｃonｔｒol产品－市场进入控制ﻫprodｕｃt-ｒelat ｅd ｂehaｖiｏｒal desｃriｐtoｒs 与产品相关得行为变量ｐroduｃt's ｍaｒket charactｅristiｃｓ产品得市场特征ｐrｏduct—uｓe ｔeｓtｉng 产品使用测试pro-ｅｎｖirｏnｍent 环保pｒofit impact ｏｆmａｒket strateｇｙ(PIMＳ)市场战略得利润影响prｏfiｔaｂility aｎａlysiｓ盈利性分析prｏｆitabiliｔy 盈利性/盈利能力ﻫpro ｆｉtablｅｓurｖｉvor ｓtrateｇｙ有利可图得生存者战略ｐroｊecｔ—ｐanｙresourceｐaｔibiｌiｔy项目与公司资源得协调性ｐrojeｃtｅd profit—a ｎd-loss ｓtatemeｎｔ预计损益表proｊｅctｉve ｔests 投影测试ﻫPｒoｍotion ｄecisions 促销决策promotion miｘ促销组合ﻫｐrｏmotion policieｓ促销策略ﻫｐｒｏmotion 促销ｐrｏmotｉｏnａl ａlｌowance促销折让ﻫｐromotｉonal effort 促销努力ﻫpromｏtio ｎal pｒicing 促销定价prompｔness 及时性ﻫpｒopeｃtor strategy 探索型战略ﻫprospecｔiｎｇfｏr cusｔomers 寻找顾客ﻫpsyｃｈographics 心理统计特征ﻫpsychｏｌoｇｉcａl cost 心理成本ﻫｐｓycｈolｏgical ｐriｃing 心理定价法ﻫpublｉｃoｒganiza ｔion 公共组织ﻫpu ｂｌic ｒeｌatiｏns公共关系ﻫpublｉｃｕtｉlities 公共设施ﻫｐｕbliｃｉty 公共宣传ﻫｐull strａｔegy ｆorｃontrol oｆdiｓｔｒibｕｔｉon chaｎnels ﻫ分销渠道控制得拉式战略ﻫpupｉlｄｉl ａｔiｏn 瞳孔扩张ﻫpurchaｓe predisposition 购买倾向purｃｈasing agenｔ采购代理ﻫpurcｈａsi ｎg coｎtracｔ采购合同ﻫｐｕｒｃhasing ｍaｎager/ageｎt 采购经理/代理ｐurchａsing ｐower periｔy（PPP）购买力平价指数ﻫpuｓh money/spｉfｆs 佣金ﻫｐuｓｈsｔｒagteｇyｆor contｒol ofｄistｒibution channels 分销渠道控制得推式战略ﻫｑuａｌifyiｎg pｒospecｔs 审查潜在顾客资格quaｌity dｉmｅｎsio ｎｓ质量维度ﻫquaｌiｔy 质量quantity dｉscoｕnt 数量折扣qｕｅｓｔion ｍａrks问题类qｕeｓtioｎｉng 询问法ﻫｑｕｏtａｓ定额ﻫｒaｗmatｅri ａls原材料ﻫ。