行销分析(全英文)

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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。

经营环境分析行销讲座(英文版)

经营环境分析行销讲座(英文版)Ladies and gentlemen,Thank you all for joining us today for this marketing lecture on business environmental analysis. In today's rapidly changing business landscape, it has become essential for businesses to understand and adapt to their environment in order to achieve sustainable success. Therefore, we will explore the different aspects of business environment analysis and its importance in marketing.To begin, let's discuss the internal factors that impact an organization. These factors include resources, capabilities, and the organizational culture. Properly managing resources, such as finances and human capital, is crucial for the success of any marketing strategy. Additionally, understanding the capabilities of your organization will help identify areas of competitive advantage that can be leveraged in the marketplace. Finally, organizational culture, from its values to its communication style, plays a significant role in shaping the marketing approach.Moving on to the external factors, the macroeconomic environment is one of the most critical aspects of business environmental analysis. Factors such as economic growth, inflation rates, and exchange rates directly impact consumer behavior and purchasing power. It is essential for marketers to closely monitor and analyze these factors to align their strategies accordingly. Moreover, technological advancements have revolutionized the marketing landscape. Companies must embrace technologicalinnovations and incorporate them into their marketing efforts to stay ahead of the competition. From digital marketing to data analytics, technology provides endless opportunities for organizations to connect with their target audience.Next, let's not overlook the importance of understanding the political and legal environment. Governments across the globe implement regulations and policies that businesses must comply with. Non-compliance can result in severe consequences, including fines and reputational damage. Marketers should actively analyze the political and legal landscape in order to design strategies that are compliant and aligned with the local regulations.Social and cultural factors also significantly impact marketing activities. Consumer preferences, demographics, and societal trends all influence the success of marketing campaigns. Marketers need to conduct thorough research to understand their target audience and create campaigns that resonate with their values and aspirations.Lastly, let's not forget about competition. Analyzing and understanding your competitors is crucial for developing effective marketing strategies. Identifying their strengths and weaknesses, as well as their marketing tactics, can help you differentiate your offerings and position your brand to gain a competitive edge in the market.In conclusion, conducting a comprehensive analysis of the business environment is essential for successful marketing. Understanding both the internal and external factors that influenceyour organization will help you develop effective strategies to reach your target audience, gain a competitive advantage, and achieve business objectives. Remember, the business environment is dynamic, so continuous analysis and adaptation are necessary for sustained growth and success.Thank you all for your attention, and I hope you found this lecture informative and insightful.Certainly! Here are some additional points to further expand on the topic of business environmental analysis:1. SWOT Analysis: Another important tool for business environmental analysis is the SWOT analysis. SWOT stands for strengths, weaknesses, opportunities, and threats. It helps businesses identify their internal strengths and weaknesses, as well as external opportunities and threats. By understanding these factors, organizations can develop strategies that leverage their strengths, minimize weaknesses, capitalize on opportunities, and mitigate threats.2. Market Research: A key component of business environmental analysis is market research. This involves gathering relevant data and information about the market, including customer preferences, market size, and trends. By conducting market research, organizations can gain insights into consumer behavior, identify potential target markets, and design effective marketing strategies.3. PESTEL Analysis: PESTEL analysis is a framework used to analyze the external factors that impact a business. PESTEL stands for political, economic, sociocultural, technological, environmental,and legal factors. This analysis helps organizations identify and understand the various external forces that shape their industry and market. By considering each of these factors, businesses can adapt their strategies to the changing environment and ensure long-term success.4. Competitive Analysis: Understanding the competitive landscape is crucial for businesses. Competitive analysis involves evaluating the strengths and weaknesses of competitors, as well as their marketing strategies, pricing models, product offerings, and customer base. This analysis helps businesses identify gaps in the market, differentiate their products or services, and develop strategies to stay ahead of the competition.5. Customer Analysis: Analyzing the target market and understanding customer needs, preferences, and behavior is essential for effective marketing. Customer analysis involves segmenting the market and creating buyer personas to better understand the target audience. By identifying customers' motivations, pain points, and buying habits, businesses can develop marketing campaigns that resonate with their target audience and drive successful outcomes.6. Environmental Sustainability Analysis: In recent years, environmental sustainability has become a significant consideration for businesses. Analyzing the environmental impact of business operations and incorporating sustainable practices into marketing strategies can enhance brand image and attract environmentally conscious consumers. Additionally, understanding and adapting to changes in environmental regulations andconsumer expectations can help businesses stay ahead in a rapidly changing industry.7. Stakeholder Analysis: Stakeholder analysis involves identifying and understanding the various individuals and groups that have an interest or stake in the business. This analysis helps organizations to prioritize stakeholder concerns and develop marketing strategies that effectively address their needs. By engaging and building strong relationships with stakeholders, businesses can create value and drive loyalty and advocacy for their products or services.8. Continuous Monitoring and Adaptation: Lastly, business environmental analysis is not a one-time exercise. The business environment is dynamic and constantly evolving, so continuous monitoring and adaptation are necessary. Regularly assessing internal and external factors, staying updated on market trends, and adjusting strategies accordingly will help businesses stay competitive and achieve long-term success.In conclusion, business environmental analysis is a crucial process in marketing. By understanding the internal and external factors that impact the business, organizations can develop strategies that leverage their strengths, capitalize on market opportunities, and mitigate threats. Through thorough analysis and continuous monitoring, businesses can adapt to changing circumstances, connect with their target audience, and drive sustainable growth.。

英汉对照—行销英语绝招

行销英语绝招1、如何廉价倾销告诉顾客，其购买量的大小决定折扣的高低：“If you buy more than four pounds, we can allow you ten percent discount”（如果您购买4磅以上，可以打9折）2、如何推介品牌优秀的推销员应该懂得在适当的时机，向顾客推销名牌产品，“Are you interested in a particular brand？”（您有没有感兴趣的品牌？）之类的介绍性开场白，要很熟悉。

至于PLAYBOY、issey miyake、LACOSTE、Christian Dior 等世界级名牌，只要知道牌子的名字就行了，甚至根本用不着推销。

3、如何证明质地有些特定商品，要证明其品质，有其特别的鉴定法：如果是羊毛（pure wool）, 您说：“let me prove it”（让我证明给您看）。

接下来要做的是strike a match and burn a thread of it（划根火柴，烧一条毛线）就明白了。

4、如何附带推销一个成功的salesperson除了要充实自己个方面的知识能力之外，还必须熟悉各种推销手法，附带推销就是及其关键的一项。

完成推销后，可说：“Now, what about something else？”或者“What next today？”（还要些别的吗？）常常能收到意想不到的效果。

5、如何找出妨碍销售的主因“推销是由被拒绝时开始的”，这句话是拉人寿保险业绩居全球之冠的 E.G雷塔门所说的名言。

所以，被拒绝时应如何突破妨碍销售的主因是推销员必须多加训练的课题。

买东西的人常常都喜欢在购物时征询对方意见，因此，您必须点明“Maybe you must rely on the opinion of your family.”（也许，您必须要*家人来做出决定）然后，顾客就会说出真正的原因何在了。

6、如何说明本国制造或是国外进口人们基本上都有喜欢外国货的心理，这是，推销人员可以分别介绍之，“This is made in China, but that isn't.”（这是中国造的，那个是进口的）。

企业行销管理与策略概述(英文版)

企业行销管理与策略概述（英文版）Introduction to Corporate Marketing Management and StrategyMarketing is a crucial aspect of any business and plays a significant role in its success. Effective marketing management is essential for a company to identify, anticipate, and satisfy customer needs profitably. This article provides an overview of corporate marketing management and outlines some strategies commonly employed by businesses.Corporate marketing management involves the planning, organizing, directing, and controlling of a company's marketing activities. It encompasses a wide range of functions, including market research, product development, advertising, pricing, distribution, and customer relationship management. By effectively managing these activities, companies can create value for their customers and gain a competitive advantage in the market.One of the key components of corporate marketing management is market research. This involves gathering and analyzing data about customers, competitors, and market trends. Market research helps companies identify market opportunities and develop strategies to exploit them. It also enables businesses to understand customer preferences and design products or services that meet their needs effectively.Product development is another important aspect of corporate marketing management. Companies need to continuously innovate and create new products or improve existing ones to stay competitive in the market. Effective product development requirescompanies to understand customer demands, conduct research and development activities, and align their product offerings with market trends and preferences.Advertising and promotion are vital tools for companies to communicate their offerings to customers and create awareness in the market. Companies can employ various promotional methods, such as advertising, public relations, sales promotions, and online marketing, to reach their target audience and influence their purchase decisions.Pricing also plays a crucial role in marketing management. Companies need to determine appropriate pricing strategies that consider factors such as production costs, competitor pricing, customer willingness to pay, and overall market conditions. Effective pricing strategies can help companies attract customers, maximize profitability, and achieve long-term success.Distribution management is another critical function of marketing management. Companies need to determine the most efficient and effective distribution channels to deliver their products or services to customers. This may involve working with wholesalers, retailers, or direct selling to consumers. Companies also need to manage their supply chain effectively to ensure timely delivery of products and maintain customer satisfaction.Furthermore, customer relationship management (CRM) is a crucial aspect of marketing management. Building strong relationships with customers is essential for companies to retain existing customers and attract new ones. CRM involves activitiessuch as customer segmentation, customer satisfaction surveys, loyalty programs, and personalized marketing approaches.In summary, corporate marketing management involves various activities to drive the success of a business. Through effective market research, product development, advertising, pricing, distribution, and customer relationship management, companies can create value for customers, gain a competitive advantage, and achieve long-term success. By continuously evaluating market trends, understanding customer needs, and adapting strategies accordingly, companies can stay ahead in a dynamic and ever-changing business environment.一、企业市场营销管理的重要性企业市场营销管理是企业成功的关键之一。

企业常用英文缩写.

企业常用英文缩写5S ：整理(SEIRI、整顿(SEITON、清扫（SEISO、清洁(SEIKETSU及素养(SHITSUKEAVL : 认可的供应商清单（Approved Vendor ListBPR : 企业流程再造（Business Process ReengineeringCPI：持续的过程改善Continuous Process ImprovementCPM : 客户抱怨比,每一百万个使用者会有几次抱怨(Complaint per Million CRM ：客户关系管理 (Customer Relationship ManagementCRP ：产能需求计划 (Capacity Requirements PlanningDRP : 分销资源计划（Distribution Resource PlanningDSS : 决策支持系统 (Decision Support SystemEC ：设计变更/工程变更 (Engineer ChangeEC ：电子商务 (Electronic CommerceEIS ：主管决策系统 (Executive Information SystemEOQ : 基本经济订购量（Economic Order QuantityERP ：企业资源规划 (Enterprise Resource PlanningIE：工业工程(Industrial EngineeringJIT ：实时管理（Just In TimeKM :知识管理(Knowledge ManagementKPI 关键业绩指标(Key Process IndicationMRP ：物料需求计划 (Material Requirement PlanningMRPII : 制造资源计划（Manufacturing Resource PlanningPDCA: P（ PLAN--计划;D（Do——执行;C(CHECK-—检查;A（Action—-行动PDM : 产品数据管理系统 (Product Data ManagementSCM : 供应链管理（Supply Chain ManagementSFC : 现场控制（Shop Floor ControlSIS ：策略信息系统（Strategic Information SystemSPC : 统计过程控制（Statistic Process ControlTPM全面设备维护保养(Total Productive MaintenanceTQC : 全面质量控制（Total Quality ControlTQM ：全面质量管理（Total Quality ManagementVE:价值工程(value engineeringVA:价值分析（Value Analysis部分说明:5S5S是由日本企业研究出来的一种环境塑造方案,其目的在通过整理(SEIRI、整顿(SEITON、清扫(SEISO、清洁（SEIKETSU及素养（SHITSUKE五种行为来创造清洁、明朗、活泼化的环境，以提高效率、品质及顾客满意度。

广告业常用英文术语english

你不能不知道的广告英文share with all junior ad boys and girls :What You Should Know About Advertising你应该知道的广告英文知识1.What is advertising？什么是广告？Build an impression on the consumer’s mind in order to have consumers buy certain product。

在消费者脑海中建立一个印象，使得消费者购置某项产品。

The impression is called brand。

这个印象就是品牌。

So advertising is to build up the brand。

所以广告就是建立品牌。

2.How do we come out a piece of advertising 我们如何创作广告Client briefing 客户简报Research Recommendation 市场调研建议SWOT Analysis 优劣势分析Advertising Strategy 广告策略Presentation 提案Creative Development 创意发想Creative Presentation 创意提案Media Planning 媒介方案Media Plan Presentation 媒介方案提案Creative Production 创意制作Media Placement 媒介投放Advertising Tracking 广告跟踪3.The terminology of advertising 广告业的术语Advertising agency 广告代理商 Client客户Marketing行销 Market行销者Marketing Mix行销组合 Product产品Pricing订价 Promotion促销Place〔Distribution〕渠道 Marketing Objective行销目标Marketing Strategy行销策略 Marketing Programs行销活动Marketing Plan行销方案 Marketing Manager市场部经理Marketing Executive市场执行 Product Manager产品经理Brand Manager品牌经理 Brand Steward品牌管家Full Service Agency全面〔整体〕效劳代理商 Account Service客户效劳Account Executive业务执行 Account Manager业务经理Account Director业务总监 Group Account Director 客户群总监Client Service Director客户效劳总监〔协理〕Briefing简报 Blue Print蓝图Advertising Strategy广告策略 Target Audience目标对象Competitor竞争者 Consumer Promise消费者承诺Tone & Manner 语气与态度 Brand Personality品牌个性Positioning定位 Segmentation区隔Cannibalization品牌替换 Contact Report会议记录Status Report工作进度报告 Memo备忘录Cost Estimate，Production Estimate，Quotation估价Job Order工作卡 Presentation提案Revision修正 Production制作Moni-bring监看 Post-buy-analysis购置后分析Media Executive媒介执行 Media Planner媒介方案人员Media Buyer媒介购置人员 Media Plan媒介方案Media Objective媒介方案 Media Strategy媒介策略Media Placement〔Exection〕媒介投放Reach触机 Frequency频率Cue List，Transmission Schedule 投放时间表Copy Writing文案撰写 Headline标题Tag Line口号 Body Copy文案Layout构图 Positive正片Negative负片 Typeface字体Art Design艺术设计 Art Direcion艺术指导〔工作〕Storyboard脚本 Rough草稿Campaign广告运动 Campaignable Idea可延展的广告创意Tear Sheet样张 Telecast Copy样带Creative创意人员，作品 Copy Writer文案撰写Art Director艺术指导 Visualizer视觉成型Concept概念 Idea点子Concept Development Idea Generation发想Rough Cut初剪带 A Copy，Duble-head看片带B Copy Station Copy播出带Umatie Betacam 〔一种录像带的格式〕One Inch Tape一寸带 Master Copy原片Soundtrack音轨 Censorship送检带Finished Artwork完稿 Color Separation分色Color Proof打样 Photograghy摄影Ustration插画 Air Brush喷修Typesetting打字〔照排〕 Film菲林、网阳片Market Research市场调查 Consumer A & U Study消费者态度，行为调查Central Location Test定点调查 Focus Group Discussion座谈会Research Report测试报告 Top Line Report摘要报告Research Proposal市调方案 Field Work调查Brand Awareness品牌知名度 Aided Awareness提示后品牌知名度Local Currency本地货币 Hard Currency强势货币Pitch比稿 Partnership伙伴关系Hand-outs，Hard Copy 硬拷贝〔纸上的文件〕InterviewSurekeepAAAA America Association of Advertising 美国／广告代理商协会advertising 广告、广告活动advocacy advertising 倡导型广告Account Executive 客户主管Account planning 客户筹划Account Services 客户部Advertise 广告主Advertising Department 企业广告部agency 广告代理商Art Director 美术指导Assistant Partner 董事助理bid [bid] 广告竞标business-to-business advertising (B2B advertising) B2B广告brand image 品牌映象capitalism 资本本主义，资本运营commercial advertising 商业广告communication process 传播过程comparative advertising 比拟广告consumer advertising 消费品广告consumerism 消费模式customer 顾客Chief Executive Officer(CEO) 首席执行长官Chief Financial Officer(CFO ) 首席财务官client 客户Copywriter 广告撰告人Creative Department 创作部Creative Director 创意总监deceptive advertising 虚假广告department 部门design 设汁稿data 数据director 主管end-user 最终用户、实际使用者industrial advertising 工业广告institutional advertising 社团机构广告Management Supervisor 管理监督Market share 市场占有率Marketing 营销Media Department 媒介部media planning 媒体筹划media 媒介national advertising 全国性广告noncommercial advertising 非商业广告pitch 提案professional advertising 业效劳型广告public service advertising(PSA) 公益广告puffery 吹捧式的广告qualitative 定性的quantitative 定量的Research Department 调查部retail advertising 零售商广告Sister agency 同属同-集团的广告公司supplier 制作公司Traffic Department 流程协调部Brainstorming 头脑风暴法Campaign 广告攻势Commercial 影视广告片coupon 赠券、折价券logo 品牌标识magazine 杂志media budge 媒体预算media mix 媒体组合medium 媒体(指某个媒体) metropolitan 大都会的outdoor 户外媒体promotion 推广用品public relations(PR．) 公共关系radio 播送媒体Situation Analysis 背景分析Slogan 广告口号Television program 电视节目Website [websait] 主页，网站Drive-time 交通顶峰时间So big 做大Numbers 数据Yeah 是的(对啦)A priori 先验估汁(演绎法)A posteriori 实测值(归纳法)Code 编号debranding 品牌屏蔽测试depth Interview 深度访谈desk research 案头调研dichotomous question 两分问题double-barreled question 两难问题double-blind 双盲测试(指实验组和对照组) fatigue bias 疲劳偏差fieldwork 现场调查focus group 焦点小组interview 访谈market research 市场调查mystery shopping 以购物为掩护的调查observation 观察panel 重复凋查样本群participant 参与者population 总人口，总体sample 抽样误差skew 歪曲survey 调查tabulation 统计制表boil down to 归结为hard-and-fast 明确易懂pretty much 大致上analysis 分析community relation 社区关系competitor 竞争者、对于content integration 软性广告cost effective 广告本钱效益creative 创意government relations 政府关系grass roots marketing 贴身式营销industry 行业integrated marketing communication 整合营销传播litigation 起沂，诉讼markets 市场组合media service 媒介代理merger 企业合并online advertising 在线广告point-of-purchase 〔pop〕焦点广告position 定位print 平面广告媒体publics 公众群体strategic philanthropy 策略性公益事业strategy 策略、筹划target audience 目标受众web design 网站设计digital 数字化co-marketing 联袂营销conference 会议consulting 咨询corporate identity 企业识别culture-specific 文化(民族)特性demographic marketing 人口统汁特征营销direct mail(DM) 直邮广告direct marketing 直销event planning 活动筹划exhibition stand 展台integrated branding 整合品牌传播internal corporate communications 企业内部沟通investor relations 股东关系nontraditional 非传统的packaging 包装product placement 产品涉入promotion 活动psychographic 心理统汁的retail 零售retail space 零售市场区域sales promotion 促销活动sponsorship 赞助trade channels 业务渠道vertical publications 行业刊物viral marketing 传染式营销best face forward 展现最正确面貌speak with One voice 统一传播口径the edge 优势top to bottom 自上而下Billboard 广告路牌Blow in card 报刊广告插页Bulldog edition 报纸的早发版Car card [ka：ka：d] 车厢广告Counter advertising 异议式、对抗式广告Display advertisement 陈列式广告Electric spectacular 霓虹灯广告Free-standing insert 非装订广告插页House organ 企业专刊(杂志)Insert 广告插页Island display(超市内)堆头式陈列mail-order advertising 邮购广告network 电(视)台网out-of-home advertising 家外媒体painted bulletin 手绘广告牌panel 广告牌pass-along reader 传阅读者poster panel 用印刷画面拼贴的广告牌shelf screamers 货架插件广告物supplementary media 辅助媒体(非群众传媒) vehicle 广告载体count out 清点，算出make it through the day 过一整天pass．．．off to 把……给出pass-along reader 传阅读者poster panel 用印刷四画面拼贴的广告牌shelf screamers 货架插件广告物supplementary media 辅助媒体vehicle 广告载体count to 清点，算出make it through the day 过一整天pass．．．off to 把……给出ad planning 广告筹划admen 广告人appeal 诉求consumer behavior 消费者行为copy platform 文案大纲creative stratgy 创意策略DAGMAR 广告效果评估体系Day part 时段Decay constant 衰退常数hierarchy-of-effect theory 效果层级理论infomercial 电视直销节日market profile 市场状况market segmentation 市场细分persuasion process 劝服过程primary demand advertising 品类诉求广告product-related segmentation 产品消费量细分seasonality 季节性selective demand advising 选样性诉求(品牌)广告soft sell 软销，感受型广告strategic planning 战略筹划teaser campaign 悬念式(调味)广告攻势rule-of thumb 经验法那么brand manager 品牌经理corporate advising 企业广告family brand 多品类品牌generic brand 非名牌(产品)green advertising 绿色策略式广告image advertising 形象广告line 产品系列name-brand 名牌national brand 全国性品牌parity 同等private brand 零售商自有品牌product different 产品差异product management品牌管理product positioning 产品定位reference group 参照组tagline (广告)行动口号top -the -line 顶级的trade character 桔祥物utility 好处，用途really do something with 确实能用它做些文章zccumulation 受众数(特定周期内)audience duplication 重复受众brand development index 品牌成长指数category development index(CDI) 销量成长指数coverage 覆盖率，覆盖范围cumulative coverage 累计〔总〕覆盖率exposure 告显露次数frequency 广告频次gross audience 受众总量gross impression 总印象gross rating points 总收视点loyalty index 忠诚度mags 杂志(简写)media concentration theory 媒体集合理论media dominance theory 媒介优势理论media plan 媒体方案net unduplicated audience 受众participation 参与program delivery rate 节目到达率reach 到达turnover 受众流失overall 全部的rerunning numbers 复核---的数据archetype 标准受众，原型availability 空余时段back- to-back 广告连播chain break 节目提示标板circulation 发行量continuity 持续型排期continuous advertising 持续型广告fresh 新颖的fringe time 非黄金时段holding power 节目(频道)凝聚力holdover audience 既有观众inherited audience 既有观众open end 节日提示语广告时段piggyback 同一客户广告连播prime time 黄金时报pulsing 栏栅式(或间隔式)排期roadblock 拦路广告run-of-schedule(ROS) 非指定时段staggered schedule 交错排期wave scheduling 波浪式排期wear out 广告磨损ln lieu Of 代替buried position 被淹没的广告位column inch 栏／英寸(报纸广告单位)double truck 双页／，告(跨页)facing 一个广告牌(户外媒体单位)franchised position 专用广告位置insertion 平面媒体广告次数insertion order 广告版位定购island position 独立广告版位lifestyle segmentation 生活形态细分local advertising 地方性广告make good 补偿广告media buy 媒体购置media buying service 媒体购置代理narrow casting 小范围播放(窄播)preferred position 首选广告版位readership 读者人数representative 媒体销售代表run-of-press 随意安置的广告版位split run 分版刊登spread[spred] 杂志跨页card rate 广告市价combination 套装广告价controlled circulation 定向发行量cost per point(CPP) 每收视点本钱cost per thousand(CPM) 每千人本钱earn rate 媒体折扣价flat rate 统一价格grid card 电波广告刊例guaranteed circulation 承诺发行量horizontal publication 横向出版物AA〔Account Assistant〕客户助理Action Plan 行动方案AD〔Account Director〕客户总监Add Value 附加价值Ads〔Advertisement〕广告Advertorial付费软文AE〔Account Executive〕客户代表、客户主任Agency 代理商AM〔Account Manager〕客户经理Analysis Tools分析工具Announcement 公告Annual Report年报AP (Asia-Pacific) 亚太区AR List 任务清单ATL (Above the Line) 线上活动Attachment附件Audience Awareness公众认知度Auto Industry 汽车行业Awareness 认知Background Analysis 背景分析Background material 背景材料Benchmark测试基准BI (Behavior Identity)企业行为识别系统Bidding 竞标Bio个人简历Boilerplate公司简介〔附在新闻稿后面的关于该公司的简短介绍〕Brand Communications Strategy品牌传播战略Brand Loyalty品牌忠诚度Brand Management Commission品牌管理委员会Brand Management Consulting Firm品牌管理参谋公司Brand Management品牌管理Brand Planning/Designing品牌筹划/设计Brand Positioning Survey品牌定位调查Brand Positioning 品牌定位Brand Promotion品牌推广Branding Strategy品牌战略Briefing Kit资料包Briefing情况介绍BTL (Below the Line) 线下活动BU 〔Business Unit〕业务部门Bulletin公告栏Bundle 附赠品Business E-Mail 商务电邮Business Model商业方案Business Philosophy 经营哲学Business Strategy 经营战略Campaign 公关或营销活动Career Development 职业开展Career Planning职业方案Case study案例研究Category 类别Celebration 庆典活动CEO Reputation Management CEO声誉管理CEO's Arrangement CEO接待Channel 渠道Chart 幻灯片中的页面China Golden Awards For Excellence in Public Relations中国最正确公共关系案例大赛China International Public Relations Congress中国国际公共关系大会CI〔Corporate Identity〕企业形象CIPRA〔China International Public Relations Association〕中国国际公共关系协会CIS 〔Corporate Identity Sysetm〕企业形象识别系统Client Database Management客户数据管理Client Oriented Strategy客户导向战略Client Relations Development System客户关系开发系统Client Relations Evaluation System客户管理评价系统Client Relations Maintenance System客户关系维护系统Client Relations Management System客户关系管理系统Client Relations Management客户管理管理Client Relations Precaution System客户管理预警系统Client Relations Supporting System客户管理支持系统Client Relations客户关系Client Satisfaction Management客户满意度管理Clipping Report剪报报告Closing Phase结束阶段Code of Conduct行为准那么Code of Ethics 职业道德Communication Model 传播模式Communications Kit新闻夹Communications Management 传播管理Communications Regions传播地域Communications Strategy传播战略Community Relations社区关系Competitor竞争对手Confidential 保密的、机密的Confidential Items保密条款Consecutive Interpretation交互式翻译Consultant参谋Consumer Buying Process 顾客购置过程Consumer Database顾客数据Consumer Orientation消费者导向Consumers/Dealers Assembly用户/经销商大会Contact Person 联系人Continuous Education继续教育Controlling Phase 控制阶段Coordination Communicating协调沟通Copywriter 文案Copywriting公关文案Core Competitiveness核心竞争力Core Media核心媒体Corporate Affairs企业事务Corporate Image企业形象Corporate Profile公司简介Corporate Reputation企业声誉Corporate Video 宣传片Cost Control本钱控制Cost Management本钱管理Creative & Design创意设计Credential公司或个人简介Crisis Control 危机控制Crisis Management Office危机管理办公室Crisis Management Planning危机管理筹划Crisis Management Team危机管理小组Crisis Management危机管理Crisis Research危机研究Crisis Statement危机声明Customer testimonial客户证言Datasheet宣传页Decoration 现场布置〔装饰〕Demand GenerationDemo Booth 产品演示台Diagnosis诊断Director总监Distributor 分销商DM 〔Direct mailing 〕直邮Domain Name Registration 域名注册Donation捐赠EC〔East China)华东Editorial Calendar媒体刊登方案Effective Communications有效传播Employee Compensation员工薪酬Employee Relations员工关系Environment Analysis环境分析Environment Issues环境问题Ethics of the Profession 职业道德Event Management事件管理Event Planning 事件筹划Event事件、活动Executing Phase 执行阶段Execution 执行Executive President 执行总裁Fact Sheet资料〔数字或其他材料〕FAQ 常见问题问答Fashion Business时尚产业Feature article 深度文章Feature文章类型中的通讯Finance Management财务管理Financial Communications财经传播Flyer 宣传单页Follow-up跟进Forum 论坛GCG〔Grand China〕大中国区Glossary词汇表Government Affairs政府事务Government PR 政府公关Government Relations政府关系Govt 〔Government〕政府Graphics图形文件Greetings问候语Health Care医疗保健High Tech高科技Hospital PR 医院公关Human Resource Management人力资源管理IMC (Integrated Marketing Communications)整合营传播Implementation实施Incentive Plan鼓励方案Industry Participation行业参与Initiating Phase 初始阶段INPUTS Evaluation Tools输入级评估工具Integration Management整合管理Interactive PR 网上互动公关Internal Magazine内部期刊Internal Communications System内部传播系统Internal Communications内部传播Internal Film内部电影Internal PR 内部公关International PR国际公关Internet Communications网络传播Internet Media Communications 网媒传播Interpersonal Communications人际传播Interpreter翻译Interview 专访或面试Introduction Lantern宣传幻灯Investor Relations投资者关系Invitation Letter 邀请IPR〔Institute of Public Relations〕英国公共关系协会IPRA〔International Public Relations Association〕国际公共关系协会Issue Diagnosis问题诊断Issues Management问题管理ISV 〔Individual Software Vendor〕独立软件开发商Job Evaluation绩效考核Journalist记者Key Media关键媒体Key Messages 关键信息Keynote Speaker主题演讲人Keynote Speech主题演讲LA〔Large Account〕大客户LE 〔Large Enterprise〕大客户Leadership 领导者Legal Duty法律义务Life Cycle of the Products 产品生命周期Lobby游说Logo标识Long Term Program长期工程Lucky Draw 抽奖Marcomm〔Marketing Communications〕营销传播Market Analysis Report市场分析报告Marketing Communications Mix营销传播组合Marketing Communications营销传播Marketing Strategy 市场营销战略Marketshare 市场份额Mass Media群众媒体MB〔Medium business〕中客户MC〔Master of Ceremonies〕主持人MC〔Middle China〕华中MD〔Managing Director〕董事总经理、执行董事Media Assistant媒介助理Media Analysis媒体分析Media Communications Strategy媒体传播战略Media Communications媒体传播Media Coverage 媒体覆盖率Media Director 媒介总监Media Executive媒介代表、媒介主任Media Inquiry媒体垂询Media Kit媒体资料包Media List媒体名单Media Manager媒介经理Media Monitor媒体监测Media Relations媒介关系Media Research媒体研究Media Tour媒体拜访或媒体外出巡游Media媒体Meeting Agenda会议议程Meeting Minutes 会议记录Merchandise促销物品Methodology方法论MI (Mind Identity)企业理念识别MI〔Media Index)企业媒体声望指数Mindshare 品牌影响力份额Miscellaneous 杂费Monthly Report月报Multifunctional Task Force多职能任务小组National Standards of the PR Professional Qualification国家公共关系职业资格标准NC〔North China〕华北NE 〔Northeast China〕东北Negative Report负面报道New Product Launch新产品发布News Clipping新闻剪报News Release新闻发布Newsletter通讯No-profit PR 非营利机构公关Norms of Excellent PR Management 卓越公共关系管理标准NW〔Northwest China〕西北Objective Diagnosis目标诊断Offering 效劳内容On Site现场Online Advertisement 线上广告Online Communications线上传播Online Marketing Communications 线上营销传播Online media网络媒体Online Roadshow 网上路演Online Survey网上调查OOP〔Out-of-Pocket〕杂费、日常工作发生的本钱Open-day Visits开放日参观Opinion Leader舆论领袖OUTCOMES Evaluation Tools输出级评估工具OUTPUTS Evaluation Tools效果级评估工具Outsourcing 外包OV〔One Voice〕一个声音Photo Library图片库Planning Phase 筹划阶段Polish文案润色POP (Point Of Purchase Advertising) 导购点广告Positioning定位Post Event 善后工作Poster 海报Postmortem 会后书面的简短总结报告Postscript后记PR Agency公关公司PR Consulting Market公关参谋效劳市场PR Consulting Practice公关参谋实务PR Consulting Service公关参谋效劳PR Consulting Tools公关参谋工具PR Directorr 公共关系总监PR Evaluation公关评估PR Event 公关活动PR Guideline公关方针PR Management Working Code公关管理工作准那么PR Manager 公共关系经理PR Procedure公关流程PR Proposal公关建议书PR Supervisor 公共关系主管Pre Event前期工作Pre-evaluation 预评估Preface前言Presentation 演示、陈述President 总裁Press Conference新闻发布会Press Kit媒体新闻夹Press Release新闻稿Print Media平面媒体Priority 优先的Procurement Management预警管理Product Test产品评测Profession Responsibility 职业义务Professional Association 专业协会Professional Certification 职业认证Professional Consultant 专业参谋Professional fee专业效劳费Professional Grading专业等级Project Life Cycle工程生命周期Project Management工程管理Project Owner工程委托人Project Title工程标题Project公关工程Proposal公关建议书PRSA〔Public Relations Society of America〕美国公共关系协会Pubic Opinion公众舆论Public Affairs公共事务Public Relations Consulting公关参谋Public Relations Crisis公关危机Public Relations Management公关管理Public Relations公共关系Public Utility公用事业Publicity宣传Q&A问题问答Qualified Project Manager合格的工程经理Quality Control质量控制Quality Management质量管理Questionnaire调查问卷Quotation报价Real Estate房地产Recommendatory 推荐信Recruitment招募Reference参考资料Rehearsal预演、彩排Report报告Reputation Management 声誉管理Research Tools研究工具Reseller 经销商Retainer长期客户Review回忆、总结Risk Management风险管理Roadshow巡展、路演Rude question 不友好的问题SAE〔Senior Account Executive〕高级客户代表、高级客户主任SAM〔Senior Account Manager〕高级客户经理SB 〔Small business〕小客户SC〔South China〕华南Scope Management范畴管理Seminar研讨会Senior Consultant高级参谋Senior Media Executive高级媒介代表Senior Media Manager高级媒介经理Senior Vice President 高级副总裁Shareholders利益关系人Simultaneous interpretation同声传译Slide 幻灯片Slogan口号Social Activities社会活动Social Responsibility社会责任Source Materials客户提供的辅助资料Souvenirs & Gifts 纪念品和礼品SOV 〔Share of Voice〕Speaking with One Voice 用一个声音说话Spokes Person Tips发言人技巧Spokesperson发言人Sponsorship Planning赞助筹划Sponsorship 赞助Strategic Consulting战略咨询Strategy Communications Systems战略传播系统Strategy 战略Success Story成功故事Summary 简介、概述Supplier 供给商Survey调查SW〔Southwest China〕西南SWOT analysis优势、劣势、机遇、威胁分析Synopsis概要总结Target Audience 目标受众Task Marketing任务营销TBD 〔To be Detail〕需更详细信息Team 小组、团队Technical Article技术文章Theme 主题Time Management管理Time Sheet时间管理表Two-way Asymmetry双向非平衡模式Two-way Communications双向传播Two-way Symmetry双向平衡模式Vendor 供给商Venue 会议地点Vertical media行业媒体VI (Visual Identity)视觉识别VIP Speech 讲话稿Virtual Computer虚拟主机Vision愿景Voiceshare 曝光信息份额VP〔Vice President〕副总裁VSB 〔Very small business〕特小客户、超小客户Website Construction网站建设Whitepaper白皮书Workshops工作研讨Worldwide 全球特写feature articles以货代款in kind机构广告institutional advertising前期市场企业广告market prep corporate advertising营销公关marketing public relation新闻简报news/press release意见抽样opinion sampling招贴posters传媒炒作press agentry传媒工具press/media kit公共事务public affairs公共关系户public relations公共关系广告public relations advertising宣传publicity公众publics招聘广告recruitment advertising声望经营reputation management 撰写讲演稿speechwriting赛场营销venue marketing新闻通报录像video news release执行证明书affidavit of performance受众构成audience composition受众占有率audience share时间表avails一刻平均听众数average quarter-hour audience 一刻平均收听率average quarter-hour rating一刻平均占有率average quarter-hour share交换辛迪加barter syndication无线电视broadcast TV有线电视cable TV单位本钱CPP千人本钱CPM累积听众数cumulative persons累积收听率cumulative rating时段组合day-part mix预定市场区域designated market areas班车时间drive time首播辛迪加first-run syndication形象移植imagery transfer信息式广告informercial互相连接interconnect播送电视网networks网外辛迪加off-network syndication协办participation basis占位价格preemption rate黄金时段prime time节目式广告PLA节目收率视program rating节止编排形式programming formats视听率调查效劳公司rating services电台指定时间run-of-station受众总数total audience总体受众方案total audience plan广告网络ad networks广告查询ad request横幅广告banner商业回邮件business reply mail分类广告Web站classified ad Web site编辑名录compiled lists立体创意直邮creative dimensional direct mailing 数字互动媒介digital interactive media直邮广告direct-mail advertising内部刊物house organs互动电视interactive TV互联网Internet互联网效劳供给商Internet service provider销售信函sales letters广告礼品advertising specialty展台booths路牌bulletin structure车内尾部招贴car-end posters电影贴片广告cinema advertising陈列媒介exhibitive media全面登场full showing车内广告牌inside cards户外媒介out-of-home media车体招贴outside posters包装packaging奖品premiums标准户外广告standardized outdoor advertising 成品招贴stock posters优惠赠券take-ones商业展示会trade shows交通广告transit advertising广告英语术语——媒介筹划用语广告印象advertising impression广告反响曲线advertising response curve注意度attention value受众audience受众目标audience objectives品牌开发指数brand development index品种开发指数category development index发行量circulation本钱效益cost efficiency单位本钱cost per point千人本钱cost per thousand创意组合creative mix分布目标distribution objectives有效频次effective frequency有效到达率effective reach暴露值exposure value频次frequency市场markets组合mechanics 媒介media媒介筹划media planning媒介载体media vehiclesAE——Account Executive——客户代表，或客户执行。

市场行销分析

一、行销简介行销Marketing狭义解释为：Transaction 交易，指的是营利组织间的利益交换，例如公司销售产品给顾客，顾客付相当费用给公司。

广义解释为：Exchange 交换，除了营利组织外，更包含了非营利组织间的交换，例如学校与学校之间的合作。

美国行销协会AMA 为行销的定义为：Marketing is the process of planning and executing the conception，pricing，promotion，and distribution of ideas，goods，and services to create exchanges that will satisfy individual and organizational objectives. 行销思潮的演进（非过程，有可能同时存在）1.被动式行销Reactive Marketinga.Consumer orientation 消费者导向b.Outside-in perspectivec.Demand determines supply依消费者认知需求决定供给，极力迎合消费者需求，例如传统民生消费品业。

2.主动式行销Proactive Marketingpetitive orientation 竞争者导向b.Inside-out perspectivec.Supply shapes demand扭转消费者想法，进而创造消费者需求，例如：Starbucks 改变消费者喝咖啡的习惯。

3.交互式行销Interaction Marketinga.Relationship orientation 关系导向，亦即一对一行销b.Dynamic perspectivec.Supply inter-locks demand不只着重于一次的交易，进而追求长久合作关系，例如：Cosco 的会员制。

4.連锁式行销Chain-reaction Marketingwork orientation 网络导向b.Neural Supply-Demand Systemc.Strategic foc us网对网的行销，通常搭配公司的资料库作行销，何其他组织或公司有所聯结例如：亚马逊书店。

财务报表各项目中英文对照

ROA（Return on assets）资产回报率/资产收益率
ROE(Return on Equit) 股东回报率/股本收益率(回报率)净资产收益率
Equit ratio 产权比率
Current ration (times) 流动比率
ROCE（Return on Capital Employed）资本报酬率（回报率）或运营资本回报率或权益资本收益率或股权收益率
Average basic common shares outstanding 普通股基本平均数
Average diluted common shares outstanding 普通股稀释平均数
Securities litigation expenses, net 证券诉讼净支出
Intersegment eliminations 部门间消减
财务报表各项目中英文对照
一、损益表INCOME STATEMENT
Aggregate income statement 合并损益表
Operating Results 经营业绩
FINANCIAL HIGHLIGHTS 财务摘要
Gross revenues 总收入/毛收入
Net revenues 销售收入/净收入
equity in affiliates 附属公司权益
Equity Earning 股权收益、股本盈利
Non-operating income 营业外收入
Income taxes-current 当期所得税或法人税、住民税及事业税等（日本公司用法）
Income taxes-deferred 递延所得税或法人税等调整项（日本公司用法）
Net loss per share: 每股亏损

电影专业术语中英对照

电影专业术语中英文对照AAbove-the-line 线上费用A-B roll A-B 卷AC 交流电Academy ratio 学院标准画框比Adaptation 改编ADR editor ADR 剪辑师Aligator clamp=gaffer grip 固定灯具的弹簧夹，又称鳄鱼夹Ambient Sounds 环境音Amp 安培Amplification 信号放大Amplitude 振幅Analog 模拟Anamorphic lens 变形镜头Aperture 光圈Answer Print 校正拷贝Arc 摄像机的弧度运动Art director 艺术指导Aspect ratio 画框比Atmosphere sound 气氛音Attack 起音Audio board 调音台Audio mixer 混音器，混音师Automatic dialogue replacement 自动对白补录Automatic focus 自动对焦Automatic gain control 自动增益控制Automatic iris 自动光圈（少用）Axis of action 表演轴线BBack light 轮廓光Background light=Scenery light 场景光Balance 平衡Balanced 平衡电缆Barndoor 遮扉（灯具上的黑色金属活动板，遮光用的）Barney 隔音套Base 片基（用来附着感光乳剂的胶片基底）Base plate 底座（固定灯的）Baselight level 基本亮度Batch capturing 批次采集Below-the-line 线下费用Bidirectional 双向麦克风Bit depth 位元深度（在数字声音中每次取样的数目，通常是8，12,16) Bit player 客串演员Blimp 隔声罩Blocking 走位（几乎等同为“ Staging 排练”）Blue-screen 蓝幕效果Body brace 身体支架Boom 吊杆（也有上，下移动神相机的意思）Boom arm 可伸缩杆Boom operator 吊杆操作员Bounce light 反射光Bracket 括号式曝光Breakdown 剧本分解Brightness 亮度Broad 方灯（泛光灯）Butterfly scrim 顶光棚CCall sheet 通告表Camcorder 摄录一体机Cameo 浮雕Camera assistant 摄影助理Camera operator 摄影机操作者Camera report 摄影机报表Canted shot 倾斜镜头Capacitor 电容器Carpuring 采集Casting 选角Casting director 选角指导Chroma key 色度键Chrominance 彩色信号Cinematographer 电影摄影师Clip capture 素材段落采集Close-up 特写镜头Color balance 色平衡Colorbars 彩条Color circle 圆形彩图Color corrector 色彩校正器Color compensating filter 色温转换滤镜Color correction 色彩校正Color sampling 色彩取样Color temperature 色温Colorization 调色Coproducer 联合制片Composer 作曲家Composting 合成画面Compression 压缩Compression ratio 压缩比Concept 故事梗概Condenser 电容话筒Conductor 指挥家Conform 套片Construction coordinator 搭景协调Continuity 连续性Continuity editing 连续性剪辑Contrast 对比度Contrast range 最大对比度Contrast ratio 对比度系数Copyright 版权Core 片心Costumer 服装师Costume designer 服装设计师Countdown 倒计时Craft service 膳食服务Crane 摇臂Cross-cutting 交叉剪辑（又称平行剪辑）Cross-fade 交互混音Crystal 晶控同步元件（摄像机里控制速度的一个晶体组件）Cue sheet 混录提示表Cut 卡接（一个画面切换到另一个画面，有一种转场的效果）Cutaway 切离镜头Cut-in 切入镜头Cutting-on-action 剪辑中的“接动作”DD1 一种数字录像带Dailies 工作样片Daily production report 每日拍摄报表Day-for-night 日间拍夜景Daylight 日光片Decay 衰减Decibel 分贝Decompression 解压缩Depth of field 景深Dialogue 对白Diegetic sound 故事中的声音Diffusion filter 扩散滤镜Digital 数字Digital autio workstation 数字声音工作站Digital audiotape 数字录音带Digital film printer 数字胶片印片机Digitalize 数字化Dimmer board 调光控制器Diopter 屈光镜Direct capture 直接采集Direct sound 直接声音Directionality 方向性Diretor 's cu导t 演剪辑版本Dissolve 叠化Distortion 失真Dolly 轮组Dot 圆形遮光罩Dropouts 断磁（又叫脱音）Dynamic mic 动圈话筒Dynamic range 动态变化范围EEcho 回音Edge numbers 边缘号码（胶片边缘的数字）Editor ' s cu剪t 辑师版本8mm 8 毫米胶片Electromagnetic spectrum 电磁波谱Electronic stabilizer 电子影像稳定器Emulsion 感光乳剂Equalization 均衡Establishing shot 定位镜头Executive producer 执行制片Exposure index 曝光指数Extendable lighting pole 伸缩灯杆Extras 群众演员Eye light 眼神光Eyeline match 视线匹配FFade in 淡入Fade out 淡出Fast film stock 感光快的胶片Fast lens 强光透镜Field 场Fill light 辅助光Filter 滤镜Filter box 滤镜斗Filter factor 滤镜系数Filter wheel 滤镜转轮Final cut 精剪，最后一个剪辑的版本（同名剪辑软件）Finger 狭长挡光板Firewire 火线接头Fishpole 鱼竿（传声器吊杆）5.1 sound 5.1 环绕声Fixed lens 定焦镜头Flag 旗形挡光板Flashback 闪回Flash cut 闪切Flashforward 闪后Flat 平线Flatbed 平台式剪辑机Floodlight 散光Floor stand 落地式麦克风支架Fluid head 液压云台Flying spot scanner 飞点扫描仪Focal length 焦距Focus 调焦Fog filter 雾镜Foley 特殊音效Foley artist 特殊音效师Foley editor 特殊音效剪辑师Foley mixer 特殊音效混音师Foley walkers 特殊音效师Font 字体Footcandle 尺烛光Forced development 增感冲洗Formats 格式Frame 格（画框）Freeze-frame 定格Frequency 频率Frequency response 频率响应Fresnel spotlight 一种有透镜镜片的聚光灯Friction head 摩擦云台Front focus 前焦点F-stops 光圈系数Fundamental 基音G Gaffer 电工Gaffer grip 灯光夹Gaffer tape 电工胶布Gain 增益Gelatin filter 明胶滤光片Graduated neutral density filter 中灰渐变滤镜Graphic designer 美术设计Grip 场务HHandle 控制点Hairstylist 发型师Hard effects 动作音效Hard light 硬光，直射光Harmonics 谐音Head 云台，磁头Hertz 赫兹Hidden editing 隐性剪辑Hidden mics 隐藏式麦克风Hi-Fi 高保真音响High hat 仰摄座High-angle shot 俯拍镜头High-frequency fluorescent 高频荧光灯High-key lighting 高调光线Hiss 高频噪音HMI light 太阳灯Horizontal resolution 水平分辨率Hue 色相（颜色特定的色调）Hypercardioid 超指向性麦克风IImage enhancer 图像增强器Image stabilization 影响稳定Imaging device 成像装置Impedance 阻抗Incandescent light 白炽灯Incident light meter 入射式测光表Impoint 开始点Intercutting 交互剪接Interlaced scanning 隔行扫描Internegative 中间负片Interpositive 中间正片Inverse square rule 平方反比率Invisible editing 隐性剪辑Iris 光阑JJib-arm 悬吊手臂Jog 格放Jump cut 跳接KKelvin 开尔文数值Key light 主光Key grip 场务Keyframe 关键影格Keykode 片边号码Kicker light 侧光LLatitude 宽容度Lavaliere 领夹式麦克风Leader 导带Leadroom 导引空间Lens 镜头Lens hood 遮光罩Letterbox 上下黑框式Light meter 测光表Light ratio 光线比例Light stand 灯架Light-balancing filter 校色温滤镜Light crew 灯光组Light-emitting diode 发光二极管Lighting director 灯光指导Lighting plot 照明规划图Lighting ratio 光比Lighting technician 灯光师Line inputs 线材输入Line producer 现场制片人Linear 线性Linear CCD array 线状CCD 排列确切意思待进一步查阅）Location manager 场地管理经理Log 工作记录Long lens 长焦距镜头Long shot 远景镜头Look space 视线空间Loop 循环播放Lossless 无损压缩Low-angle shot 仰拍镜头Low-Contrast filter 低反差滤镜Low-key lighting 低调照明Luminance 亮度MMacro 近摄摄影Magnetic film 磁性声带Makeup artist 化妆师Master scene script 分镜头剧本Master scene shooting method 主场景拍摄法Master shot 主镜头Match cut 匹配剪辑Matte artist 套色绘图师Matte box 遮光斗Matting 套片合成Meditum shot 中景镜头Mic inputs 麦克风输入接口Midside miking M-S 拾音制式Miniature designer 缩小物设计师Mini-DV 迷你DV Miniphone plug 小型耳机Mise-en-sc nèe 场面调度Mixed lighting 混合照明Mixer 混音师Model maker 模型师Modulate 调制Monaural 单声道Monitor 监视器Montage editing 蒙太奇剪辑Morphing 变形Motif 母题Motion capture 运动扑捉Multimedia 多媒体Multitrack audiotape recorder 多轨录音机Music editor 配乐剪辑师Musical Instrument Digital Interface 数字音乐乐器界面Music（MIDI）supervisor 音乐总监NNegative 负片Negative cutter 负片剪辑师Neutral density filter 中灰滤镜Night-for-night 夜间拍夜景Noise 噪波（干扰信号）Nonlinear editing 非线性剪辑（非线编）Normal lens 标准镜头Noseroom 鼻前空间（视线空间）Off-line 脱机剪辑Offline editor 线外剪辑师Off-screen space 银幕外空间Ohms 欧姆Omnidirectional 全方向型麦克风180-degree rule 180°规则，又称轴线规则On-line 在线剪辑Online editor 线上剪辑师Opacity 暗度On-set editing 现场剪辑On-set editor 现场剪辑师Open casting 公开选角Optical printer 光学印片机Optical stabilization 光学影像稳定器Outpoint 结束点Outttakes 备用镜头Overlap action 重叠表演Overlap cutting 重叠剪接Overmodulation 过度调制Over-the-shoulder shot 过肩镜头Overtones 泛音Over-under method 上下方式PPan 横移Pan and scan 横摇纵摇法Parabolic reflector 抛物面反射器Parallel editing 平行剪辑Peaking in the red 指针在红色区域Pedestal 基准黑Perspective 距离感Phase 相位Phone plug 耳机Phono play 莲花接头Photoflood 摄影散光灯Pickup pattern 拾音范围Pitch 音高Pixel 像素Playhead 播放点Point-of-view shot 主观镜头Polarizing filter 偏光滤镜Positive 正片Postproduction 后期制作Practical light 实际光源Premix 预先混音Preproduction 前期制作Preroll 预卷Presence 表现力Prime lens = Fixed lens 定焦镜头Principal actors 主要演员Prism block 棱镜Producer 制片人Production placement 置入行销（就是在影片中植入广告）Production 拍摄阶段Production assistant 制片助理Production coordinator 协调制片Production designer 制作设计师Production manager 制片主任Production schedule 制作日程表Production sound mixer 现场混音师Progressive scanning 逐行扫描Property master 道具管理Props 道具Proximity effect 听讲效果Piblic domain 版权公有Publicist 宣传人员Pulling focus 移焦Pushed processing 增感冲洗Pyro technician 烟火技师QQuartz-halogen lamp 石英灯RRack focus 移焦Radio frequency 射频（简称RF ）Random assess 随机存取Random-assess memory 内存RCA plug = Phone plug 莲花插头Reaction shot 反映镜头Read through 口念对白Reel 片卷Reflected light meter 反射式测光表Reflector 反光板Reframing 调整取景范围Release 释放Release print 发行拷贝Render 渲染Resolution 分辨率Reverberation 混响Reversal 反转片Rigging grip 吊具场务Ripple 涟漪效果Room tone 空间音Rough cut 粗剪Rule of thirds 三分规则SSafe area 安全区域（银幕的概念里恒定成像的区域）Sampling rate 取样频率Saturation 饱和度Scanning 扫描Scene 场景Scene outline 分场大纲Scenic artist 布景工S-connector S 端子（一种电子影像接头）Scratch dish 第二空间（非线编系统中的一个可命令分类项目的空间）Scratch track 参考音轨Screen direction 银幕方向Screenplay 剧本Screen test 试镜Scrim 柔光布Script breakdown 剧本分解Script breakdown sheet 剧本分解表Script supervisor 场记Scrubber 处理器Second unit 第二摄制组Separation light 修饰光Sequence 段落Set decorator 场景装饰工Serifs 横细线Server 伺服器70mm 70 毫米胶片Set decorations 布景装饰Set designer 布景设计师Shock mount 减震架Shooting schedule 拍摄日程表Shooting script 分镜头剧本Short lens 广角镜头Shot 镜头Shotgun mic 枪式麦克风，一般用来采集比较远的声音Shot/reaction shot 反应镜头（偶尔也称脸部特写镜头）Shot/reverse shot 反打镜头Shutter 快门Shuttle 飞梭Signal-to-noise ratio 信噪比Silhouette lighting 剪影光线Single system 单系统16mm 16 毫米胶片Sky filter 天空滤镜Slate 拍板Slow film stock 感光慢的胶片Slow lens 小相对孔径透镜/小光强透镜SMPTE time code SMPTE 时间码Snoot 圆锥形光罩Soft light 柔光/ 散射光Soft-contrast filter 软调反差滤镜Softlight reflector 柔光反射器Software engineer 美术设计软件工程师Sound designer 声音设计师Sound editor 声音剪辑师Sound effects 音效Sound effects editor 音效剪辑师Sound effects mixer 音效混音师Sound flashback 声音闪回Sound flashforward 声音闪前Sound mix 混音Source lighting 有源光线Space clamp 高空夹Spatial compression 空间压缩Special assistant 特别助理Special effects 特效Special effects coordinator 特效协调者Special-effects generator 特效生成器Speech bump 语音衰减Split screen 分割画面Spot 聚光Spot meter 点式测光表Spotlight 聚光灯Spotting sheet 注记表Sprocket holes 片孔Standard definition television 标准清晰度电视Standby 待机Stand-ins 替身Star filter 星型条纹滤镜Steadicam 斯坦尼康Stereo 立体声Still frame 定格Still photographer 剧照师Storage area network 存储局域网络Storyboard 分镜故事板Storyboard artisit 分镜表绘图师Stream 串流Stripboard 提示板Stunt coordinator 特技指导Stunt people 特技演员Super 8 超8 毫米胶片Super 16 超16 毫米胶片Supercardiord 超指向性麦克风Supporting role 配角Surround sound 环绕声Sustain 持续Sweetening 调音Switcher 视频混合处理器Sync 同步信号Synchronous sound 同期声TTable stand 台式麦克风架Take 拍摄次数Technical rehearsal 技术彩排Telecine operator 影视格式转换员Telephoto lens 长焦镜头Template 模板30-degree rule 30°原则35mm 35 毫米胶片3-D computer artist 3-D 电脑立体绘图师Three-point lighting 三点式布光Three-to-one rule 三比一规则Three-two pulldown 三二抓片法（将每秒24 格的胶片要转换成每秒的电子30 个画框影像的过程）Threshold of pain 120 分贝的声音（声音达到刺耳程度的临界点）Thumbnail 缩略图Tilt 纵摇（摄像机垂直上下摇摄）Timbre 音色Time code 时间码Time code generator 时间码生成器Time code reader 时间码读取器Timeline 时间轴Timing 调光Timing sheet 时间表Title designer 标题设计师Tonality 色调Tone 基准音Track 横轨Trailer 预告片Transitions 镜头转换Treatment 文学脚本Trimming 修整Tripod 三角架Trombone 吊灯栓Truck 横移T-stop t 光圈Tungsten 钨丝灯24P 高分辨率的数字电子影像格式UUltracardiord 锐心型麦克风/超指向性麦克风Ultraviolet filter 紫外线滤镜U-Matic 标准3/4 英寸录像带Umbrella reflector 反光伞Unbalanced 不平衡式的Undo 恢复原状Unit production manager 剧组制片主任Universal clamp 万能夹Upright 直立式剪辑机Utility person 剧务VVariable focal length lens = zoom lens 变焦镜头Vectorscope 矢量示波器Velocity 速率Vertical resolution 垂直分辨率Videographer 电子影像摄影师Video assist 录像辅助系统Video-on-demand 随选视频Viewfinder 观景器Virtual set 虚拟场景Visual effects 视觉效果Visual effects editor 视觉特效师Voice-over 旁白Volt 伏特Volume unit meter 音量表WWalla walla 背景人声Watt 瓦特Waveform 波形Waveform monitor 波形监视器White balance 白平衡White reference 白基准Wide-angle lens 广角镜头Widescreen 宽银幕Wild sound 自然音Window dub 视窗剪辑Windscreen 防风罩Wipe 划像Wireless mic 无线麦克风Workprint 工作正片Writer 编剧XXLR connector 卡侬插头X-Y miking X-Y 拾音制式ZZebra stripe 斑马条纹Zoom 变焦Zoom lens 变焦镜头Zoom mic 指向性可调麦克风附录：一些基本电影词汇documentary 记录片,文献片filmdom 电影界literary film 文艺片musicals 音乐片comedy 喜剧片tragedy 悲剧片dracula movie 恐怖片sowordsmen film 武侠片detective film 侦探片ethical film 伦理片affectional film 爱情片erotic film 黄色片western movies 西部片film d' avan-tgarde 前卫片serial 系列片trailer 预告片cartoon (film) 卡通片,动画片footage 影片长度full-length film, feature film 长片short(film) 短片colour film 彩色片(美作:color film) silent film 默片,无声片dubbed film 配音复制的影片,译制片silent cinema, silent films 无声电影sound motion picture, talkie 有声电影cinemascope, CinemaScope 西涅玛斯科普型立体声宽银幕电影幕电影cinerama, Cinerama 西涅拉玛型立体声宽银幕电影,全景电影title 片名original version 原著dialogue 对白subtitles, subtitling 字幕credits, credit titles对原作者及其他有贡献者的谢启和姓名telefilm 电视片演员actors Starring cast阵容film star, movie star 电影明星star, lead 主角double, stand-in 替身演员stunt man 特技替身演员extra, walker-on 临时演员character actor 性格演员regular player 基本演员,变形镜头式宽银extra 特别客串film star 电影明星film actor 男电影明星film actress 女电影明星support 配角util 跑龙套工作人员technicians adapter 改编scenarist, scriptwriter 脚本作者dialogue writer 对白作者production manager 制片人producer 制片主任film director 导演assistant director 副导演,助理导演cameraman, set photographer director of photography assistant cameraman 摄影助理property manager, propsman 道具员art director 布景师（美作:set decorator） stagehand 化装师lighting engineer 灯光师film cutter film editor 剪辑师sound engineer, recording director 录音师script girl, continuity girl 场记员scenario writer, scenarist 剧作家放映projection reel, spool （影片的）卷,本sound track 音带,声带showing, screening, projection 放映projector 放映机projection booth, projection room 放映室panoramic screen 宽银幕film industry 电影工业cinematograph 电影摄影机, 电影放映机cinema, pictures 电影院（美作:movie theater） first-run cinema 首轮影院second-run cinema 二轮影院art theatre 艺术影院continuous performance cinema 循环场电影院film society 电影协会,电影俱乐部（美作:film摄影师club） film library 电影资料馆premiere 首映式film festival电影节distributor 发行人Board of Censors 审查署shooting schedule 摄制计划censor ' c s ertificate 审查级别release 准予上映banned film 禁映影片A-certificate A 级（儿童不宜） U-certificate U 级X-certificate X 级（成人级） direction 导演production 制片adaptation 改编scenario, screenplay, script 编剧scene 场景exterior 外景lighting 灯光shooting 摄制to shoot 拍摄dissolve 渐隐,化入,化出fade-out 淡出fade-in 淡入special effects 特技slow motion 慢镜头editing, cutting 剪接montage 剪辑recording, sound recording 录音sound effects 音响效果mix, mixing 混录dubbing 配音postsynchronization 后期录音合成studio 制片厂,摄影棚（motion）film studio 电影制片厂set, stage, floor 场地properties, props 道具dolly 移动式摄影小车spotlight 聚光灯clapper boards 拍板microphone 麦克风,话筒boom 长杆话筒scenery 布景电影摄制filming shooting camera 摄影机shooting angle 拍摄角度high angle shot 俯拍long shot 远景full shot 全景close-up, close shot 特写,近景medium shot 中景background 背景three-quarter shot 双人近景pan 摇镜头frame, picture 镜头still 静止double exposure 两次曝光superimposition 叠印exposure meter 曝光表printing 洗印影片类型films typesfilm, motion picture 影片,电影（美作:movie） newsreel 新闻片,纪录片• 电影名词解释| 电影名词解释（中英文对照）ABERRATION 像差摄影影头因制作不精密，或人为的损害，不能将一点所发出的所有光线聚焦于底片感光膜上的同一位置，使影像变形，或失焦模糊不清。

市场营销英文缩写

R&D：research and develolment，研发。

PEST分析模型：法律力量、经济力量、社会文化力量、技术力量。

SWOT分析法：strength（优势）、weakness（劣势）、opportunity（机会）、threats （威胁）。

BCG矩阵：波士顿矩阵，市场增长度-相对市场份额矩阵。

GE矩阵：通用电气公司矩阵，吸引力/实力矩阵。

PME矩阵：产品/市场演变矩阵。

EDS：electronic data systems，电子数据系统。

EDI：电子数据交换。

BBS：电子公告栏。

CE：concurrent engineering，并行工程。

SCM：supply chain management，供应链管理。

QFD：quality function deployment，质量功能展开。

MC：mass customization，批量客户化生产。

CRM：customer relations management，客户关系管理。

5S：seiri（整理）、seiton（整顿）、seiso（清扫）、seiketsu（清洁）、shitsuke （教养），马来西亚德克萨斯仪器公司（TI）“5S”工作法。

SIS：strategic imformation system，战略信息系统；steal ideas shamelessly，偷点子，不怕羞。

Benchmarking：标杆管理，标杆战略，基准化管理，参照管理。

CKO：chief knowledge officer，首席知识官。

VAP：value-adding partnership，增值伙伴关系。

CIS：corporate identity system，企业形象识别系统。

MI：mind identity，理念识别。

BI：behaviour identity，行为识别。

VI：visual identity，视觉识别。

以上三个为CIS的子系统。

营销与行销的区别

什么是行销？行销与营销的区别？行销与营销在英文中对应的都是marketing。

行销Marketing狭义解释为：Transaction交易，指的是营利组织间的利益交换，例如公司销售产品给顾客，顾客付相当费用给公司。

广义解释为：Exchange交换，除了营利组织外，更包含了非营利组织间的交换，例如学校与学校之间的合作。

美国行销协会AMA为行销的定义：Marketing is the process of planning and executing the conception，pricing，promotion，and distribution of ideas，goods，and services to create exchanges that will satisfy individual and organizational objectives.在中文里，行销从前主要在港台地区使用，但现在由于国内的开放与实施市场经济，行销也逐渐在国内使用。

而营销主要在国内使用，港台及海文中文地区很少使用。

国内使用中，两词的含义略有不同,在许多外企中行销是一个比较大的概念，可能包括企划,销售,营管等多方面，即从企业前期市场调查、产品上市推广、销售到产品物流管理都可称之为行销，并设置行销副总统管。

而营销主要侧重于产品推广方面。

目的是为了提升销售，可设营销总监。

行销最早是两个独立的概念，即行和销；随着资本主义经济的进一步的发展，市场主体发生了转化，伴随者市场营销理论的进一发展，一些经济实践者逐渐分离出一种新的看法。

19世纪晚期20世纪初期有人提出了行销的理论，30年代，福特汽车创始人利·福特看到有人在玩马车玩具，他看到了一片市场，他认为可以生产带人的汽车。

汽车产生时是大量行销，因为当时只有一种颜色、形式，可以大规模生产，产生的利润可观。

在经济学中，需求与供给这两方面交接成价格，如果供大于求，价格就会下降，相反，供小于求，价格就会上升。

Marketing市场营销(英文版)

Marketing市场营销(英文版)Marketing is a critical aspect of any business. It involves promoting and selling products or services to customers through various strategies and channels. In today's competitive market, effective marketing techniques are essential to differentiate a company from its competitors and maximize its potential for success.One of the primary goals of marketing is to understand customer needs and wants. By conducting market research and gathering data, companies can identify their target audience and tailor their marketing efforts accordingly. This customer-centric approach allows businesses to create products or services that meet customer demands and exceed their expectations.Marketing involves developing an effective marketing mix, which includes the product, price, promotion, and place. The product refers to the goods or services being offered and must meet customer needs and preferences. Setting the right price is crucial to ensure the product's affordability and value. Promotion involves the various strategies used to communicate with potential customers and create awareness about the product or service. Lastly, ensuring the product is available at the right place and time is essential to enable customers to access and purchase it conveniently.Digital marketing has become an integral part of successful marketing campaigns. With the widespread use of the internet and social media, companies need to embrace online marketing techniques to reach a broader audience. Digital marketingstrategies include search engine optimization (SEO), content marketing, social media advertising, email marketing, and influencer marketing. These methods help businesses connect with potential customers, increase brand visibility, and generate leads.Another critical aspect of marketing is building and maintaining strong customer relationships. Customer relationship management (CRM) is a strategy that helps companies track and analyze customer interactions to improve their overall experience. By understanding customer preferences, addressing their concerns, and providing excellent customer service, companies can build loyalty and retain customers in the long run.In today's fast-paced and highly competitive market, companies need to stay ahead of their competitors by continuously enhancing their marketing strategies. This requires staying updated with the latest marketing trends and technologies, monitoring competitor activities, and adapting accordingly. Additionally, companies must be flexible and willing to adjust their marketing efforts as market conditions and customer preferences change.In conclusion, marketing plays a vital role in the success of any business. By understanding customer needs, developing an effective marketing mix, embracing digital marketing techniques, and building strong customer relationships, companies can maximize their potential and stay ahead of the competition. It is crucial for businesses to continuously improve their marketing strategies to remain relevant and meet the evolving demands of their target audience.继续发展相关主题-内容营销：内容营销是当下营销领域的一个重要策略。

行销策略分析工具

行销策略分析工具在竞争激烈的市场环境中，企业需要制定有效的行销策略来提高销售业绩和市场份额。

然而，如何分析和评估行销策略的有效性成为了一个关键的挑战。

为了帮助企业做出明智的决策，行销策略分析工具应运而生。

本文将介绍几种常用的行销策略分析工具，并探讨它们对企业决策的价值。

第一，SWOT分析法是一种常用的行销策略分析工具。

SWOT分析法透过对企业内部的优势（Strengths）和劣势（Weaknesses）以及外部的机会（Opportunities）和威胁（Threats）进行全面的分析，帮助企业发现自身的优势和劣势，并发现市场机会和潜在威胁。

通过SWOT分析法，企业可以了解自己的竞争优势和不足，并制定相应的行销策略。

第二，市场调研是行销策略分析的关键环节之一。

市场调研可以通过定量和定性的方法获取市场的信息和数据，帮助企业了解目标市场的需求、偏好和竞争状况。

市场调研可以通过问卷调查、访谈、焦点小组等方式进行，收集到的数据和信息可以用来评估行销策略的有效性。

市场调研为企业提供了客观和准确的市场洞察，有助于制定更具针对性的行销策略。

第三，竞争分析是一项重要的行销策略分析工作。

企业面临的竞争来自于同行业的竞争者和替代品的竞争者。

通过竞争分析，企业可以识别出竞争对手的优势和劣势，并了解他们的行销策略和定位。

在分析竞争对手的同时，还需要对替代品进行分析，以评估他们对市场的潜在威胁。

竞争分析可以为企业制定出与竞争对手相匹配的行销策略提供基础。

第四，市场定位是行销策略分析中的一个重要环节。

市场定位可以帮助企业明确自己产品或服务在市场上的位置，并确定目标市场的特征和需求。

通过市场定位分析，企业可以确定自己产品或服务的目标受众，进行有针对性的市场推广和销售策略。

市场定位可以通过市场调研和竞争分析的基础上进行，帮助企业发现并满足市场的需求。

第五，ROI分析是评估行销策略有效性的重要方法之一。

ROI，即投资回报率，可以帮助企业了解行销策略的投资和回报关系。

星巴克市场营销英文分析

Intermezzo
The store located inside Forbidden City was closed.
Weaknesses Strengths
Байду номын сангаас
Threats Opportunities
It is a global coffee brand Starbucks was one of the Fortune Top 100 Companies to Work For in 2005 The organization has strong ethical values and an ethical mission statement
Starbucks with its partners
• • • • Social responsibility Health insurance Stock options 股票期权 Stable hours
Development (expansion)
In 1971 First Starbucks opens In 1987 Howard Schultz took over the company In 1992 Starbucks listed 上市 In 1998 Starbucks enter Taiwan market In 1999 Starbucks enter mainland of China In 2005 Starbucks established headquarters in Shanghai
Starbucks in china markets
• 1998.3 Starbucks entering into Taiwan, • 1999.1 entering into Beijing, • 2000.5 entering into Shanghai, • Now The starbucks coffee industry has become the first brand in domestic.

市场营销分析可口可乐公司英文

1. IntroductionEvery company has their own questions about how to run it, how to manage the staff, how to attract customers and how to make profits. The proposal is aim to increase the business of the Mountain High Hotel Complex’s business during traditionally off-season, off-season, which is which is spring spring and and and autumn. While this thing is autumn. While this thing is not easy enough enough as the as the hotel thought. The general manager was opinion that the way forward was to promote a culture of customer care, for all customers, amongst the staff at the hotel. The report will will tell tell tell us us us what what what factors factors factors lead lead lead to to to the the the results results results and and and why why why we we we must must must make make make the the the decision decision decision of of build a culture of customer care. If If the the the company company company will will will implement implement implement the the the business business business plan plan plan in in in the the the proposal, proposal, proposal, it it it is is is suppose suppose suppose to to benefit the company in terms of potentially increased sales over competitive models as as well well well as as as a a a potential potential potential increase increase increase in in in activity activity activity sales. sales. sales. The The The business business business plan plan plan will will will also also also benefit benefit customers as well as to increase profits if it increases the business during off-season. 2. Procedures In order to improve the business at the Mountain High Hotel Complex during Spring and and Autumn, Autumn, Autumn, Alice Alice Alice would would would like like like to to to increase increase increase the the the middle-aged middle-aged middle-aged customer. customer. customer. In In In order order order to to ameliorate ameliorate a a a number number number of of of activities activities activities to to to make make make the the the middle-aged middle-aged middle-aged customers customers customers to to to be be be able able able to to participate, participate, Alice Alice Alice did did did some some some investigation. investigation. investigation. Alice Alice Alice adjustment adjustment adjustment exercise exercise exercise equipments equipments equipments to to better meets the needs of the middle-aged customers. After Alice started her new job for a month, she hold a staff meeting and expressed her new ideas, she would like to find ways on how to increase hotel business in the off-peak season. After some further discussion amongst the staff, below are some findings from staff’s view.3. Findings Section A In In the the the Mountain Mountain Mountain High High High Hotel Hotel Hotel Complex, Complex, Complex, Some Some Some department department department managers, managers, managers, shop shop shop attendant attendant and skiing, mountain climbing employees for the internal customer. Hotel shops are to be sold something customers are external customer. Those who frequently come to the hotel during summer and winter are young people, who come for mountain bike ride and ski. However, Alice hoped to attract middle-aged to increase the hotel business of these customers that are potential customer. Excellent Excellent customer customer customer care care care factors factors factors are are are individuality, individuality, individuality, efficiency, efficiency, efficiency, politeness, politeness, politeness, reliability, reliability, friendliness, flexibility, honesty and communication. There are some factors contribute contribute to to to excellent excellent excellent customer customer customer care, care, care, while while while the the the internal internal internal customers customers customers of of of the the the hotel hotel neglected some factors, for example, individuality. People are individuals, everyone needs needs to to to feel feel feel his his his individual individual individual needs needs needs are are are understood understood understood and and and are are are being being being met. met. met. But But But all all all of of of the the programme of our complex are suit for the younger clientele, they could skiing in the winter and biking in the summer, while there has little programme for every customer, this this is is is why why why the the the middle-aged middle-aged middle-aged customer customer customer did did did not not not come come come to to to our our our complex. complex. complex. Soundly, Soundly, Soundly, the the staffs staffs need need need to to to be be be flexible flexible flexible in in in their their their approach approach approach to to to their their their jobs. jobs. jobs. The The The fitness fitness fitness centre centre centre is is is an an example. It could offer more sedate exercise programme that would appeal to those who perhaps enjoyed walking in the countryside rather than the more dynamic needs. Thirdly, the staff should be friendly. For example, for the first-time customers, if the customer can feel the staff's warm service, then these customers may come back to this hotel; slowly become the hotel's loyal customers in the future. At the same time, the manager discovered that Communication is an important factor in the staff jobs. It could help the staff understand what the customer wants and needs. The hotel believes that that staff staff staff should should should promptly promptly promptly communicate communicate communicate with with with customers customers customers and and and other other other staff. staff. staff. Staff Staff Staff must must first listen to customers on the various views and be open-minded with acceptance on different customers. customers. Staff Staff Staff would would would also also also like like like to to to talk talk talk with with with the the the boss boss boss to to to respond respond respond on on customer’s customer’s recommendations. recommendations. recommendations. In In In view view view of of of the the the above above above four four four points, points, points, the the the manager manager manager thinks thinks staff staff should should should also also also be be be efficient. efficient. efficient. If If If the the the customer customer customer has has has a a a special special special request, request, request, staffs staffs staffs must must must be be prompt prompt in in in providing providing providing their their their services, services, services, and and and also also also to to to follow follow follow the the the company’s company’s company’s rules rules rules to to to best best satisfactory satisfactory the the the customers. customers. customers. The The The higher higher higher the the the efficiency efficiency efficiency in in in solving solving solving the the the problems, problems, problems, the the more satisfied customers will increase, which will increase the business of the hotel. Service knowledge is divided into internal resources and external resources. Companies Companies should should should train train train employees employees employees to to to be be be knowledgeable knowledgeable knowledgeable on on on their their their work, work, work, in in in order order order to to give their customers the best services. For which, training is important to train staff on product knowledge and work skills, because employees have to deal with ever-changing customer needs, so service knowledge is very important. To be able to help customers, employees should attend more training seminars in order to understand understand company company company products, products, products, the the the company company company should should should organize organize organize more more more competitions competitions competitions to to encourage encourage employees employees employees to to to better better better understand understand understand the the the products, products, products, and and and to to to use use use fully fully fully of of of the the company resources. As far as the customer is concerned, the staffs are the expert on the the product product product or or or service service service being being being sold, sold, sold, therefore, therefore, therefore, product product product knowledge knowledge knowledge is is is essential. essential. essential. In In In the the fitness centre, there must be more equipment for all kinds of sports, also the exercise suit suit for for for the the the mature mature mature clientele. clientele. As As a a a knowledgeable knowledgeable staff, the the most most most important important is professional professional development. development. development. To To To the the the hotel, hotel, hotel, the the the staffs staffs staffs were were were generally generally generally very very very enthusiastic enthusiastic about their particular area of expertise but had no interest whatsoever in anything else. The staff had little time for non-skiers in winter and mountain biking in summer, they cannot be called knowledgeable. Poor customer service will make customers think that the whole service of the hotel is not good, if not treated soon enough, it cannot meet customer expectations, customers will no longer come to this hotel, but would choose other hotel. For example, some middle-aged customers came to the hotel once, and they are no longer returned back, because because the the the hotel's hotel's hotel's activities activities activities are are are not not not suitable suitable suitable for for for them, them, them, if if if the the the hotel’s hotel’s hotel’s services services services or or activities activities can can can be be be improved, improved, improved, these these these middle-aged middle-aged middle-aged customers customers customers will will will more more more than than than likely likely likely to to come back. In this way, the hotel will attract more business to the hotel to improve business. business. According According According to to to the the the failure failure failure of of of the the the efforts, efforts, efforts, the the the customer customer customer care care care of of of the the the hotel hotel hotel is is existing existing big big big problem. problem. problem. It It It is is is easy easy easy to to to see see see that that that the the the poor poor poor service service service lead lead lead to to to the the the result. result. result. The The manager of the sports shop has the opinion that his staff worked hard enough in the winter winter and and and summer, summer, summer, and and and they they they felt felt felt entitled entitled entitled to to to be be be able able able to to to ‘take ‘take ‘take it it it easy’ easy’ easy’ during during during the the off-peak months. It must lead to the dissatisfaction of the customer in off-peak month. The impact of the dissatisfaction of the customers is that there was little evidence of any any re-booking. re-booking. re-booking. And And And they they they would would would try try try to to to persuade persuade persuade other other other potential potential potential customers customers customers like like like the the mature customers who want to join the sedate exercise programme not come to the complex. So the hotel must lose the business. The acceptable customer service could balance the needs and expectations of customers, the mature customers are maybe come to the hotel next time or every peak month. During summer and winter, there are many people to hotels for mountain bike riding and skiing, for those who love cycling and skiing, the staff is still very warm for for their their their services, services, services, but but but employees employees employees do do do outside outside outside of of of work work work for for for them them them has has has been been been more more lukewarm. lukewarm. Such Such Such a a a situation situation situation we we we call call call the the the acceptable acceptable acceptable customer customer customer service. service. service. In In In addition, addition, addition, if if employees are always ignored everything outside of their own, and then slowly, these loyal customers also will choose another hotel, not to come back. It is obvious that the excellent customer service could bring the complex some loyalty customers; it means that the customers delight. The benefits of the customer delight are it causes new customers to come. In other words, the complex could make more profit. first because the entire hotel's environment is very important, customers who come come to to to the the the hotel hotel hotel should should should feel feel feel like like like home home home the the the same same same comfortable, comfortable, comfortable, Second, Second, Second, the the the staff staff should be warm-hearted service, allowing customers to feel concerned about any time to to communicate communicate communicate with with with customers, customers, customers, there there there are are are places places places where where where customers customers customers are are are not not not satisfied satisfied with the timely correction, so that customers feel warm, Finally, the hotel's activities should change with the seasons and customer ages, the relative changes in adjustment, employees should learn more skills, patience, counseling clients engaged in activities. So that we can beat the other hotels for customers to choose our hotel. Section B The Mountain High Hotel Complex is Flat Structure. Flat Structure is fewer levels of management management and and and managers managers managers are are are given given given a a a wider wider wider span span span of of of control control control and and and authority. authority. authority. Top Top Management Management is is is Alice; Alice; Alice; Middle Middle Middle Management Management Management is is is the the the department department department manager; manager; manager; Employees Employees are staffs at various departments. The advantage of this structure is that fewer layers of management, so that employers and employees can communication better, the boss can can give give give employees employees employees a a a certain certain certain degree degree degree of of of power, power, power, so so so that that that employees employees employees under under under normal normal circumstances can solve the problem by themselves. The disadvantage of this structure is the horizontal communication is very important, however cannot meet the rapidly changing environment, because employees are not always having good idea, and may slow to implement actions. Top-Down and Bottom-Up Communication systems refers to communication flowed downwards (upwards) the layers i.e. instructions (ideas) were passed down (up) the business in the spring and autumn are very low, so Alice’s job is to improve the hotel business during the off-season. All of above are the problem of the hotel complex; the most important question is the bad relationships of the internal customers. At the same time, the staff did not know what factors could contribution to excellent customer care, and the customer care is poor. They also cannot be called knowledgeable. Therefore, building a culture of customer care is very important. 5. Recommendations Based on past experience, the hotel should make proposal and make them into action on on how how how to to to improve improve improve the the the hotel’s hotel’s hotel’s off off off-season -season -season business. business. business. In In In order order order to to to do do do this, this, this, because because employees have direct contact with customers, and their their opinions opinions are are reliable, reliable, important, important, and will finally be understand by the and will finally be understand by the boss boss to to to approve approve approve a perfect a perfect solution. Alice think that during the low season hotel can carry out some preferential policies to attract customers, hotel can also be creative on activities as well as create new games, and and make make make some some some small small small gifts, gifts, gifts, so so so that that that customers customers customers are are are attracted attracted attracted to to to it. it. it. Of Of Of course, course, course, these these activities activities can can can not not not be be be so so so dramatic dramatic dramatic and and and achieve achieve achieve immediate immediate immediate effects, effects, effects, however however however good good customer service skills and attitudes as well as customer after-care services will help the the hotel hotel hotel business business business to to to grow grow grow in in in the the the future. future. future. The The The hotel hotel hotel should should should aim aim aim to to to build build build customer customer satisfaction in order to achieve profits. 。

市场营销英文作文

市场营销英文作文Marketing is all about understanding the needs and wants of customers. It's about creating products and services that people actually want to buy, and then finding ways to let them know about it.In today's digital age, social media plays a huge role in marketing. It's a way for companies to connect withtheir customers on a more personal level, and it allows for instant feedback and interaction.But traditional marketing methods are still important. Things like print ads, TV commercials, and billboards are still effective ways to reach a large audience.One of the most important aspects of marketing is branding. A strong brand can set a company apart from its competitors and create a sense of trust and loyalty among customers.Marketing is also about staying ahead of the curve.It's about keeping up with the latest trends and technologies, and finding new and innovative ways to reach customers.Ultimately, marketing is about creating value for both the customer and the company. It's about finding ways to meet the needs of the customer while also achieving the goals of the business.。

行销就是把自己推销出去（Marketingissellingyourself）

行销就是把自己推销出去（Marketing is selling yourself）Every day I'm not thinking about marketing, or just trying to sell. Marketing and sales can help you succeed and help you become rich. The purpose of marketing and marketing is to serve more customers, and to provide more products to the society, and help everyone lead a better life and a better quality of life. That's what we really want to learn.The way to get rich requires practice every dayWill NBA's Champions team practice every day? Does the NBA champion team practice on a regular basis for only four months? Impossible。

They practice every day! So someone told me, can I take a course in four months, can I read a book every three months, do you mean it's not funny? Excuse me, how long do you practice tennis? Practice every day! Did you say I practiced the ball once in two months, and I went to coach once three months? It's impossible. These are world champions, aren't they? So you want to be the champion of your industry?The problem is that, if you don't want to practice every day, you don't ask coaches every day, so how do you want to succeed?To be rich, you must learn from those who have succeededIf you want to succeed, you must study success and study success. Would you like to play the piano, you get a score and start to play? Not really! To learn to play tennis, though you can practice it yourself, there must be no coach to teach you! Isn'tthat right?The key is here. If you want to learn basketball, why don't you let Michael Jordan teach you? Because only he knows how to be Michael Jordan. Because other people are not Michael Jordan after all. The quickest way to learn is to learn from the world, and if he can't teach you, who can?I remember before the world's richest man Paul (King), cover when he wrote a book called "how to" get rich, to become the nation's best-selling book. Why? Because he is the richest man in the United States, is the richest man in the world, if the world's richest man can not teach you how to become rich, then who can? If the most influential person has no way to teach you how to convince others, who can? If you want to learn how to sell, you don't learn from the world, then who can teach you? If you want to learn marketing, not with the world's first school, then who can teach you?Marketing is just trying to sell yourselfMarketing is about selling yourself, but how do you sell it?Marketing is called differentiation. Ask yourself to do something better, newer, faster than others. How come? Come by studying.As a matter of fact, all my marketing concepts are learned. When I want to spend a lot of money, a lot of time to learn the world's top marketing guru know how (secret), let their thoughts to guide me to adjust my mistake, I learned more than any of thepeople. So, of course, I can be an authority in the industry in my twenties.I am not arrogant, but I am admired by so many people. Thank you very much for their personal confirmation.A winner does what others cannot doOf course, when it comes to marketing, you must know your competitors. Suppose you don't know your competitors, how do you sell them? Suppose you were doing promotions today, and you didn't take action, would you succeed? Suppose your competitors read four hundred books a year, and you only read one. Would that make any difference? What's the big impact? Suppose your competitors are learning marketing, and you don't know? Suppose your competitors are talking about it every day, and you don't have one? What will happen then? I think it will be eliminated by this age.Conversely, if everyone doesn't learn, and you know what?Put values in contributionIf you can put your values on the contribution, in fact, you will be very successful, because your starting point is correct.When your starting point is right, no one can refuse you. I think this is a necessary mentality for a successful person, which is also one of the most important rules for getting rich.I can share some successful experiences and methods in this book, thanks to the great masters who used to share these ideas with me. Because without their share, today I Chen Anzhi will not share these successful experiences here. Without them, there would be no me.I am successful because of their help. The reason why I am doing this is because these ideas can help more people.You can teach others success by practicing your successIn fact, the best way to motivate yourself is to learn. I'm so motivated because I have new ideas and new ideas every day, and I update myself every day with an updated approach.My goal in life is to help more people. So I have to change myself constantly. Because only improve myself, there is no way to serve more people, there is a way to serve a higher level of people. I haven't changed myself. How can I teach others? My own income has not increased, how can I teach people to improve their performance? I don't have confidence in myself. How can I teach people to be confident? I can't lecture myself. How can I teach people public speaking? No one can give you what he does not have; it is absolute truth.So, when I'm going to learn from one person, I must see how good this person is. Good performance, I must go, the performance is not good, that he does not understand what he is doing. If you really understand, in fact, the effect should appear on you. If not, it means you don't understand it.Success is a habit, giving up is also a habitWhy does average person heat three minutes? This is because they do not choose what they really want to do. Even if you choose what you really want to do, there are bottlenecks. I have changed eighteen jobs before, every time I feel that the boss has problems, product problems, system problems, advertising is not big enough, customer complaints...... I always blame other people. Is there any use? Of no avail。

商场销售分析方案英语

Executive Summary:This sales analysis plan is designed to evaluate the performance of a shopping mall over a specified period. The goal is to identify trends, strengths, weaknesses, and opportunities for improvement. By analyzing sales data, customer behavior, and market conditions, the mall management can make informed decisions to enhance profitability and customer satisfaction.1. IntroductionThe shopping mall, located in the heart of the city, has been operational for the past five years. It boasts a variety of stores, restaurants, and entertainment facilities, attracting a diverse range of customers. This plan aims to analyze the mall's sales performance, customer demographics, and market trends to provide actionable insights for the management team.2. Objectives- To identify the top-selling categories and brands within the mall.- To understand customer preferences and shopping patterns.- To evaluate the effectiveness of promotional activities and marketing strategies.- To benchmark the mall's performance against industry standards.- To propose strategies for enhancing sales and customer experience.3. Methodologya. Data Collection:- Sales data: Monthly sales reports, including total revenue, number of transactions, and average transaction value.- Customer data: Customer demographics, visit frequency, and preferences.- Market data: Competitor analysis, market trends, and economic indicators.b. Data Analysis:- Descriptive analysis: Summarize sales data, customer demographics, and market trends.- Comparative analysis: Compare the mall's performance against industry benchmarks and competitors.- Correlational analysis: Identify relationships between sales, promotions, and customer behavior.4. Key Findingsa. Sales Performance:- Identify the top-selling categories (e.g., fashion, electronics, food) and brands.- Analyze the seasonality of sales and identify peak periods.- Evaluate the growth rate of sales over the past year.b. Customer Behavior:- Determine the age, gender, and income level of the mall's target audience.- Analyze customer visit frequency and spending patterns.- Identify customer preferences for shopping channels (in-store, online, mobile).c. Promotional Activities:- Evaluate the effectiveness of past promotions and marketing campaigns.- Analyze the impact of promotional activities on sales and foot traffic.- Identify the most effective channels for promoting the mall.5. Recommendationsa. Sales Enhancement:- Increase visibility of top-selling categories and brands.- Implement targeted promotions and discounts for high-demand items.- Explore partnerships with local businesses to offer exclusive deals.b. Customer Experience:- Improve signage and navigation within the mall.- Enhance customer service and provide training for staff.- Develop loyalty programs to reward frequent shoppers.c. Marketing and Promotion:- Invest in digital marketing and social media campaigns to reach a wider audience.- Host events and activities to attract customers and increase foot traffic.- Collaborate with influencers and brands to promote the mall.6. ConclusionBy implementing this sales analysis plan, the mall management can gain valuable insights into the mall's performance and customer preferences. By addressing the identified areas of improvement and capitalizing on opportunities, the mall can enhance its sales and customer satisfaction, ultimately leading to increased profitability and market share.。

英语作文-销售中的销售数据分析与应用

英语作文-销售中的销售数据分析与应用Sales Data Analysis and Application in Sales。

In today's highly competitive market, sales data analysis plays a crucial role in helping businesses make informed decisions and drive growth. By analyzing sales data, companies can gain valuable insights into customer preferences, market trends, and sales performance. This article aims to explore the importance of sales data analysis and its application in sales strategies.Sales data analysis involves the collection, interpretation, and presentation of data related to sales activities. It enables businesses to identify patterns, trends, and correlations that can provide valuable insights into customer behavior and market dynamics. By analyzing sales data, companies can understand which products or services are in high demand, identify potential sales opportunities, and optimize their sales strategies accordingly.One of the key benefits of sales data analysis is its ability to identify customer preferences. By analyzing customer purchase history, businesses can determine which products or services are most popular among their target audience. This information can be used to tailor marketing campaigns, develop new products, or improve existing ones. For example, if the analysis shows that a particular product is selling well among a specific demographic, the company can focus its marketing efforts on that group and develop targeted advertising campaigns.Sales data analysis also helps businesses identify market trends and stay ahead of the competition. By analyzing sales data alongside external factors such as economic indicators, industry trends, and competitor analysis, companies can identify emerging market trends and adjust their sales strategies accordingly. For instance, if the analysis reveals a decline in sales of a particular product category, the company can investigate the reasons behind it and make necessary adjustments to stay competitive.Furthermore, sales data analysis can provide insights into sales performance and help businesses set realistic sales targets. By analyzing sales data over a specific period, companies can track their sales performance, identify areas of improvement, and set achievable sales goals. For instance, if the analysis shows that sales are consistently falling short of the target, the company can identify the underlying issues, such as ineffective sales techniques or poor customer service, and take corrective actions.Another important application of sales data analysis is in forecasting future sales. By analyzing historical sales data and considering factors such as seasonality, market trends, and customer behavior, businesses can make accurate sales predictions. This enables them to plan their inventory, allocate resources effectively, and make informed business decisions. For example, if the analysis predicts a surge in demand for a particular product during a specific season, the company can stock up on inventory and adjust its production capacity accordingly.In conclusion, sales data analysis plays a vital role in helping businesses make informed decisions and drive growth. By analyzing sales data, companies can gain valuable insights into customer preferences, market trends, and sales performance. This information can be used to tailor marketing campaigns, identify sales opportunities, and set achievable sales targets. Moreover, sales data analysis enables businesses to stay ahead of the competition by identifying emerging market trends and forecasting future sales. Therefore, it is crucial for companies to invest in robust sales data analysis tools and techniques to stay competitive in today's dynamic business environment.。

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Workshop Objectives
• To explore the driving forces shaping the industry • To review the implications for the key players
– what it will take to win in the pharma marketplace in 2005 and beyond
• Massive marketing expenditure
“In 2000, the global marketing budget of Claritin exceeded that of Coca-cola”. The Economist, April 2001
•
Innovations in e-Business
9.50 - 10.10
Current Trends
10.10 - 11.00
Megatrend Generation Exercise Report Back and Discussion •Megatrends •Implications Imperatives for action Bs, Cs and Close
Cap Gemini Ernst & Young • Proprietary and Confidential
Eye for
Consumer is King
Megatrend Storyboard
•
• • • •
Led by baby boomers, with costs shifting to the individuals, and used to the level of sophistication from other industries, patients are becoming more demanding and pro-active about their health The increasing amount of online information and rapid progress of genomics enable the concept of personalised healthcare Many patients ask doctors for specific drug and are prescribed it most of the time Pharmaceuticals are answering by communicating directly with the patient Pharmacists and Insurance companies are also gearing up to the challenge of answering the needs of the customers with tailored services
Beyond
2005 ?
Cap Gemini Ernst & Young • Proprietary and Confidential
Eye for Pharma Workshop Panels
-4-
Today’s workshop is about preparing for the future beyond 2005
Emergence of a Premier League
Megatrend Storyboard Megatrend Implications
• • •
•
Future demand is driven by the empowered patients and the ageing population The fastest growing products are the ones addressing these two segments Stockmarket pressure and declining R&D profitability are forcing pharmaceuticals to recognise this trend As a result, companies are starting to harness consumer marketing to communicate with their patients base
Marketing and sales is becoming the critical battleground for Phama companies
Cap Gemini Ernst & Young • Proprietary and Confidential
Eye for Pharma Workshop Panels
Workshop Input Synthesis Workshop Output
Mega-trends
Observable Changes
Implications for Strategy
Actions
•Industry trends •Economic trends •Political trends •Consumer trends •Societal trends
•
There will be an emergence of a premier league of pharmaceuticals companies, or ‘Blockbuster Chasers’, primarily concerned with producing mass market products for the empowered patients in the Western World
Pharma Marketing & Sales
Beyond 2005
Cap Gemini Ernst & Young
Eye for Pharma, Amsterdam 22 October 2001
天马行空官方博客：/tmxk_docin ；QQ:1318241189；QQ群：175569632
"Traditional detailing is still important but will need augmenting. Lilly has been running a number of pilot schemes…one for remote e-detailing involves thousands of doctors in the US and Scandinavia.” Newt Crenshaw, e-Lilly, FT April 2001
Increasing availability of connecting technology
Reliance on blockbusters
Empowered patient
Cap Gemini Ernst & Young • Proprietary and Confidential
Eye for Pharma Workshop Panels
• Major investment in enabling
technologies
“Roche Pharmaceuticals (Italy) is deploying Siebel ePharma among its 700 medical reps and support staff. The goal is to develop a single comprehensive understanding of its customer base by enabling these professionals to compile and share customer information.” Case Study - 2000
• To identify the actions needed to prepare for the future
Cap Gemini Ernst & Young • Proprietary and Confidential
Eye for Pharma Workshop Panels
-5-
Our approach is centred on the identification of the ‘Megatrends’ which will shift the industry
-2-
Most companies are responding to these challenges by investing in their marketing and sales activities
• Dramatic salesforce recruitment
“We cannot continue to grow as we have in the past by relying on science alone…we are expanding our salesforce by 30% over the next 18 months”. R Gilmartin, CEO Merck Dec 2000
• High impact product launches
Last month, GSK conducted its biggest-ever US launch with Advair, a new asthma medicine. The launch involved 2,300 sales reps contacting 70,000 doctors who write 80% of asthma prescriptions in the first week, backed by a massive television advertising campaign. April 2001