市场营销专业英语重点整理

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市场营销学英语知识点归纳

市场营销学英语知识点归纳市场营销是指企业通过调查和分析市场需求，制定营销策略，开展产品销售和推广活动，以满足消费者需求并实现利润最大化的一系列活动。

在市场营销的过程中，英语作为国际通用语言之一，经常被应用于相关领域。

下面将介绍市场营销学英语中的一些重要知识点。

1. 市场调研（Market Research）市场调研是市场营销中非常重要的一环。

它包括对市场、消费者、竞争对手和商品等进行调查和研究，以收集相关信息和数据来指导市场营销活动。

在英语表达方面，常用的词汇包括：market analysis（市场分析）、consumer behavior（消费者行为）、competitor analysis（竞争对手分析）、survey（调查）、sampling（抽样）等。

2. 市场定位（Market Positioning）市场定位是指企业在特定市场中通过品牌、产品特性、价格等方式来塑造自身在消费者心中的形象和地位。

英语表达中常见的相关词汇有：target market（目标市场）、brand positioning（品牌定位）、unique selling proposition（独特卖点）等。

3. 市场营销策略（Marketing Strategy）市场营销策略是企业为实现营销目标而制定的一系列计划和方法。

常见的市场营销策略有市场细分（market segmentation）、差异化营销（differentiated marketing）、直销（direct marketing）、促销（promotion）等。

这些策略也需要用英语进行描述和讨论。

4. 市场营销组合（Marketing Mix）市场营销组合是指企业在市场营销过程中运用的产品、价格、渠道和推广等因素的组合。

在英语中，这四个因素分别对应Product、Price、Place和Promotion，通常被称为“4P”。

其中，Product指的是产品或服务，Price是指价格，Place是指销售渠道，Promotion是指促销活动。

全球市场营销重要知识点罗列（中英文）

全球市场营销重要知识点罗列（中英文）Global marketing Chapter one掌握：营销概念：Although marketing is universal, marketing practice, of course,varies from country to country.了解：The market conceptThe New concept of marketing and the Four Ps: shifted the focus of marketing from the product to the customer.The strategic 1.concept of marketing: shifted the focus of marketing from the customer or the product to the customer in the context of the broader external environment.2.the strategic concept of marketing has shifted the focus of marketing from a microeconomics maximization paradigm to a focus of managing strategic partnerships and positioning the firm between vendors and customers in the value chain with the aim and purpose of creating value for customers.掌握：THE THREE PRINCIPLES OF MARKETING1.Customer value and the value equationThe task of marketing is to create customer value that is greater than the value created by competitors./doc/1312473186.html,petitive or differential advantageThe advantage can exist in any element of the company’s offer: the product, the price, the advertising and point-of-sale promotion, or the distribution of the product.V=B/P3.FocusThe third marketing principle is focus, or the concentration of attention.掌握：全球本土化概念（global localization）：it means asuccessful global marketer must have the ability to “think globally and act locally”掌握：MANAGEMENT ORIENTATION1.Ethnocentric (母国中心)---------international companyHome country is superior, sees similarities in foreign countries2.Polycentric（东道国中心）-----------multinational companyEach host country is unique sees differences in foreign countries3.Regiocentric（区域中心）----------global companySees similarities and differences in the world region; is ethnocentric or polycentric the rest of the world.4.Geocentric （世界中心）-------------transnational companyWorldview, sees similarities and differences in home and host countries.了解：Leverage定义：Leverage is simply some type of advantage that a company enjoys by virtue of the fact that it conducts business in more than one country.类型：1.experience transfers(经验移植) 2.Scale economies （规模经济：可降低成本）3.resource utilization （资源利用）4.global strategy（全球化战略）Chapter two了解ECONOMIC SYSTEMS1.Market allocationA market allocation system is one that relies on consumers to allocate resources.Consumers“write” the economic plan by deciding what will be produced by whom./doc/1312473186.html,mand or centralplan allocationIn a command allocation system, the state has broad powers to serve the public interest.These include deciding which products to make and how to make them.3. Mixed allocation了解STAGES OF MARKET DEVELOMENTUsing GNP as a base , we have divided global markets into four categories.1.low-income countries(also known as preindustrial countries)2.lower-middle-income countries(also known as less developed countries or LDCs)3.upper-middle-income countries(also known as industrializing countries)4.high-income countries(also known as advanced , industrialized, postindustrial countries) chapter three 了解：BASIC ASPERTS OF SOCIETY AND CULTURE①It is learned, not innate②The various facts of culture are interrelated, influence or change one aspect of a culture and everything else is affected.③It is shared by members of groups and defines the boundaries between different groups.掌握：High and low context cultures强交际环境文化和弱交际环境文化的对比(看73页表) In low context cultures,①messages have to be explicit.②A person's word is not t o be relied on.③Paperwork is important.In high context cultures,①less information is contained in the verbal part of message.② A person's value, position, background are crucial.掌握：Maslow's Hierarchy of Needs 马斯洛需求层次理论①physiological 生理需求②safety 安全需求③social 社交需求④esteem 尊重⑤self-actualization 自我实现掌握：Hofstede Framework 霍夫斯诺德构架（看细节）①individualism versus collectivism 个人主义与集体主义②power distance 权力距离③uncertainty avoidance 不确定性规避⑤masculinity versus femininity 男权主义相对女权主义了解：THE SELF-REFERENCE CRITERION AND PERCEPTION As we have shown, a person’s perception of market needs is framed by his or her own cultural experience.了解：ENVIRONMENTAL SENSITIVITY(了解80页表格)Environmental sensitivity is the extent to which products must be adapted to the culture-specific needs of different national markets. （对环境中最敏感的东西是food）Chapter four了解POLITICAL RISK （经济发达阶段和政治风险的关系，经济越不发达政治风险越高）了解征用（EXPROPRIATION）定义：Expropriation refers to governmental action to dispossess a company or investor.没收（CONPENSATION）定义：compensation is generally provided to foreign investors,although not often in the “prompt effective ,and adequate”manner provided for by international standard.国有化（NATIONALIZATION）定义：Nationalization occurs ifownership of the property or assets in question is transferred to the host government.了解：Differences of the two systems in solving commercial disputes两种法律体系在解决商务纠纷中的区别common law versus civil law(code law)①Under common law, commercial disputes are subjected to either civil or commercial laws. Under code law, commercial disputes are subjected to the commercial code.②Under common law, industrial property right based on proof of agreement.Under code law, industrial property right based on notarization or registration③Under common law, Performance of contract: Act of God/act of nature means extraordinary happenings not reasonably anticipated.Under code law, Performance of contract: Act of God is extended to include unavoidable interferences such as strike or riots (Force Majeure)掌握：Three bases for jurisdiction in resolving private international disputes处理国际争端的3种基本司法程序①negotiation调解协商②Arbitration仲裁③Litigation 诉讼Chapter five掌握：DIFFUSION THEORY(传播理论)（AIETA）Five stages of the adoption process 对新产品接纳过程的五个阶段①Awareness 知晓阶段②Interest 感兴趣阶段③Evaluation 评价阶段④Trial 试用阶段⑤Adoption 采纳阶段Five types of adopter categories 新产品接纳者的5种类型②innovators②early adopters(Early adopters are the most influential people in their communities,even more than the innovators. Thus. The early adopters are a critical group in the adoption process )③early majority④late majority⑤laggards (落后者)掌握：Characteristics of innovations(创新的特征)1.Relative advantage（相对优势）/doc/1312473186.html,patibility（兼容性）/doc/1312473186.html,plexity（复杂性）4.Divisibility（可分性）/doc/1312473186.html,municability（可交流性）Chapter six了解Information subject agenda （理解168页表格）了解SCANNING MODES（搜寻模式）: SURVEILLANCE AND SEARCH监视的两种类型Surveillance include: viewing and monitoring 了解营销信息的主要来源（sources of market information）：1.human sources (人)2.documentary sources（文档资源）3.internet sources（因特网来源）4. Direct perception（直接感知）了解FORMAL MARKETING RESEARCH（正式的市场调研）Step 1: Identifying the research problemStep 2: Developing a research planStep 3: Collecting data (看细节secondary data, primary data, survey research)Step 4: Analyzing research dataStep 5: Presenting the findingsChapter seven掌握市场细分的定义: Market segmentation is the process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs.掌握全球市场细分的定义：Global market segmentation is the process of dividing the world market into distinct subsets of customers that behave in the same way or have similar needs.掌握全球市场的主要细分的标准（criteria）(知道归属)：1.Geographic segmentation2.Demographic segmentation3.Psychographic segmentation4.Behavior segmentation5.Benefit segmentation掌握全球目标市场确定的定义：T argeting is the act of evaluating and comparing the identified groups and then selecting one or more of them as the prospect(s) with the highest potential.掌握选择目标市场的标准（criteria）:1.current segment size and growth potential2.potential competition/doc/1312473186.html,patibility and feasibility掌握选择目标市场的策略：1.standardized global marketing2.concentrated global marketing3.differentiated global marketing掌握全球产品定位（Global product positioning）定义:Positioning is the location of your product in the mind of your customer.Chapter eight掌握出口市场选择的六大标准（MARKET SELECTION CRITERIA）：1.market potential(市场潜量)2.market access (市场潜入因素)3.shipping costs(运输成本及时间)4.potential competition(潜在竞争)5.service requirement(服务要求)6.product fit(产品适应性)了解ENTRY AND EXPANSION DECISION MODEL(进入和扩张决策模型，第237页)掌握依托营销（Piggyback Marketing）的定义：The manufacturer using the piggyback arrangement does so at a cost that is much lower than that required for any direct arrangement. Successful piggyback marketing requires that the combined product lines be complement. They must appeal to the same customers, and they must not be competitive with each other.掌握许可贸易（licensing）的定义:Licensing can be defined as a contractual arrangement whereby one company(the licensee) makes an asset available to another company(the licensing) in exchange for royalties, license fees, or some other form of compensation. The licensed asset may be a patent, trade secret, or company name.其中，Franchising is a form of licensing了解Joint Ventures（第247页）了解市场扩张战略（5 MARKET EXPANSION STRATEGIES）:1.Strategy one: concentrates on a few segments in a few countries.2.Strategy two: country concentration and segment diversification3.Strategy three: country diversification and market segment concentration4.Strategy four: country and segment diversificationChapter nine了解全球战略联盟的三个特点：1.The participants remain independent subsequent to the formation of the alliance2.The participants share the benefits of the alliance as well as control over the performance ofassigned tasks.3.The participants make ongoing contributions in technology, products, and other key strategicareas.了解全球战略同盟的六个特性（attributes）（第265页）在日本，战略联盟被称为综合商社在韩国，战略联盟被称为财阀Chapter ten掌握影响产业竞争的五种力量（Forces Influencing Competition in a Industry）：1.Thread of new entrants2.Rivalry Among Existing Competitors3.Bargaining Power of Suppliers4.Bargaining Power of Buyers5.thread of Substitute Product or Services掌握新加入者的五种威胁（thread of new entrants）：1.Economies of scales(规模经济)2.Product differentiation(产品差异性)3.Capital requirements(资本要求)4.Switching costs(转换成本)5.Access to distribution channels(获取分销渠道的途径)/doc/1312473186.html,ernment policy(政府政策)7.Established firms may also enjoy cost advantages independent of the scale economies(老公司享有的与规模经济无关的成本优势)掌握Porter’s basic thesis(Porter’s diamond): four national attributes of a nation shape the environment in which local firms compete.波特钻石理论中认为决定一国本地公司竞争环境的四大特征：①factor condit ions②demand conditions③related and supporting industries④firm strategy, structure, rivalryAnd two influencers: Governments and chance其中，了解要素来源（factor conditions）的分类1.Human resources2.Physical resources3.Knowledge resources4.Capital resources5.Infrastructure resources掌握要素资源的类型1.Basic versus advanced factors（基本要素与高级要素）2.Generalized（通用要素是前提条件）versus specialized factors（专门要素是企业真正竞争要素的来源）掌握创造竞争优势的一般战略：1.Broad market strategy 大市场战略Cost-Leadership Advantage（成本领先）Differentiation（差异化）2.Narrow target strategies（缩小目标范围）Focused differentiation （差异专注）Cost focus（成本专注）了解日本人创新性竞争的策略：/doc/1312473186.html,yers of advantage （优势层）2.Loose bricks（松动的砖头）3.Changing the rules（改变规则）4.Collaborating（合作）5.Hypercompetition （超级竞争）CHAPTER11了解产品含义（了解产品属于哪类）Local products(本土产品)：A local product is available in a portion of a national market. National products（国家产品）: A national product is one that, in the context o a particular company is offered in a single national market.International products(国际产品): international products are offered in multinational,regional markets.Global products（全球产品）：global products are offered in global markets了解产品与品牌的不同（了解334页的全球品牌的特征--------地球图）A global product differs from a global brand in one important respect: it does not carry the same name and image from country to country.掌握产品定位（product positioning）的定义：product positioning is a communications strategy based on the notion of mental "space": positioning refers to the act of locating a brandin customers' minds over and against other products in terms of product attributes and benefits that the brand does and does not offer.掌握产品定位的一般策略（general strategies for positioning products）1.attribute or benefit （属性与性能）2.Quality/price（质量价格）/doc/1312473186.html,e/user （使用和使用者）4.High-tech positioning （高科技定位）5.High-touch positioning （高感性定位）掌握产品设计的四个因素（Product design considerations）Global market need to consider four factors when making product design decision:1. Preferences （偏好）2. Cost （成本）3. Laws and regulations（法律法规）4. Compatibility（兼容性）5. Labeling and instructions （标签以及用法说明）了解原产国的态度的（coo：country of origin）定义：Country of origin (often abbreviated to COO), is the country of manufacture, production, or growth where an article or product comes from. There are differing rules of origin under various national laws and international treaties掌握产品地理扩张的主要策略（5个）Strategy1:product/communication extension(dual extension) Strategy2:product extension/communication adaptationStrategy3:product adaptation/communication extensionStrategy4:dual adaptationStrategy5:product invention理解公司的三个阶段（How to choose a strategy）1.cave dweller.（洞穴居住着）2.Naive nationalist（天真的国家主义者）3.Globally sensitive（全球性敏感者）了解新产品开发的几层含义（New products in global marketing）:Newness can be assessed in t h e c o n t e x t o f t h e p r o d u c t i t s e l f,t h e o r g a n i z at i o n,a n d t h e m a r ke t.1.an entirely new invention or innovation2. a line extension3.newness may also be organizational4.an existing product that is new to a company may be new to a particular market了解新产品开发的几个步骤：1.Identifying new-product ideas2.New-product development location3.Testing new products in national marketsCHAPTER 12掌握环境对定价决策的影响（Environmental influences on pricing decisions）1.Currency fluctuations（货币的不稳定性）2.Exchange rate clauses（汇率条款）3.Pricing in an inflationary environment（在通货膨胀的环境里定价）/doc/1312473186.html,ernment controls and subsidies（政府控制和补贴）/doc/1312473186.html,petitive behavior （竞争行为）6.Price and quality relationships（价格与质量的关系）掌握全球定价目标及战略（Global pricing objectives andstrategies）1. 掌握市场撇脂（Market skimming）定义：the market skimming pricing strategy is a deliberate attempt to reach a market segment that is willing to pay a premium price for a product.2. 掌握渗透式定价（Penetration pricing）定义：penetration pricing uses price as a competitive weapon to gain market position.3. 掌握市场保持（Market holding）定义：the market holding strategy is frequently adopted by companies that want to maintain their share of the market.4. 掌握成本加成价格升级Cost plus/price escalation掌握价格升级的定义：Price escalation is the increase in a product’s price as tr ansportation, duty, and distributor margins are added to the factory price.掌握灰色市场（Grey market goods）条件和定义定义：gray market goods are trademarked products that are exported from one country to another, where they are sold by unauthorized persons or organizations.条件：The marketing opportunity that presents itself requires gray market goods to be priced lower than goods sold by authorized distributors or domestically produced goods.了解倾销(Dumping) 定义：Dumping is an important global pricing strategy issue.了解转移定价（TRANSFER PRICING）的定义：transfer pricing refers to the pricing of goods and services bought and sold by operating units or divisions of a single company.了解几种转移定价的方法：The alternatives are(1)cost-based transfer pricing,(2).market-based transfer pricing（目的基于市场竞争需要的转移定价）Market-based transfer price了解定义：a market-based transfer price is derived from the price required to be competitive in the international market.(3).negotiated prices.掌握三种定价策略（GLOBAL PRICING-THREE POLICY ALTERNATIVES）1.Extension/ethnocentric2.Adaptation/polycentric3.Invention/geocentricCHAPTER 13掌握分销渠道（Channel of distribution）的定义：Channel of distribution American marketing association defines channel of distribution as"an organized network of agencies and institutions which, in combination, perform all the activities required to link producers withusers to accomplish the marketing task."掌握分销(marketing channels)的目的: The purpose of marketing channels is to create utility for customers.掌握渠道的效用：The major categories of channel utility are place (the availability of a product or service in a location that is convenient to a potential customer);time(the availability of a product or service when desired by a customer);form(the product is processed, prepared, and ready to use and in proper condition);and information(answers to questions and general communication about useful product features and benefits are available).了解两种渠道：1.Direct involvement2.Indirect involvement掌握影响渠道因素（CHANNEL OBJECTIVES AND CONSTRAINTS）1. customers characteristics2. products characteristics3. middlemen characteristics4. environment characteristics掌握中间商（Middleman characteristics）的定义：Channel strategy must recognize the characteristics of existing middlemen. Middlemen are in business to maximize their own profit and not that of the manufacturer. They are notorious for cherry picking.了解cherry picking的定义：that is, the practice of taking orders from manufacturers whose products and brands are in demand to avoid any real selling effort for a manufacturer’s products that may required push.DISTRIBUTION CHANNELS:TERMINOLOGY AND STRUCTURE 掌握消费品（CONSUMER PRODUCTS）的主要渠道1.DOOR-TO-DOOR SELLING2.MANUFACTURER-OWNED STORE3.FRANCHISE OPERATIONS/doc/1312473186.html,BINATION STUCTURES掌握工业产品（INDUSTRIAL PRODUCTS）的主要渠道1.M-manufacturer2. W-wholesaler3. MSF-manufacturer's sales force4. D or A-distributor or agentCHAPTER 14掌握全球广告的定义：Global advertising is the use of the same advertising appeals, messages,art, copy, photographs, stories, and video segments in multiple-country markets.了解global advertising content: the extension versus adoption debate了解选择广告代理商的主要因素：In selecting an advertising agency, the following issues should be considered: Company organization, Area coverage, Buyer perception.CHAPTER 15（重点看选择题）掌握几种主要的促销方式（GLOBAL PROMOTION）Advertising（广告）Public Relations and Publicity （公共关系与公众度）Personal selling （个人推销）Sales promotion (营业促销)Direct Marketing（直复营销）Trade Shows and Exhibitions（贸易展示和展会）Sponsorship Promotion （赞助促销）了解公共关系的主要作用：foster goodwill and understanding among constituents both inside and outside the company.还有宣传的特征:Publicity is a nonpaid form of communication (unearned media)掌握推销(personal selling)的定义: personal selling is two-way,personal communication between a company representative and a potential customer as well as back to the company. 掌握推销的主要过程:The selling process is typically divided into several stages:prospecting, preapproaching, aaproaching, presenting, problem solying, handing objections, closing the sale, and following up.了解SALES PROMOTIONTrade promotions are designed to increases productavailability in distribution channels.了解DIRECT MARKETINGThe use of direct marketing is growing rapidly in many parts of the world due to increased use of computer databases, credit cards, and toll-free numbers, as well as changing life-styles.了解TRADE SHOWS AND EXHIBITIONSTrade shows and exhibitions are other promotion vehicles that are increasingly important in the promotional mix, especially for industrial products and in the international marketplace.了解SPONSORSHIP PROMOTION特点：Sponsorship can be used to increase awareness and esteem, to build the brand identification, to enhance the brand’s positioning and sales,and to circumvent advertising restrictions in some countries.。

市场营销英语词汇大全了解市场营销策略的关键词

市场营销英语词汇大全了解市场营销策略的关键词市场营销是现代商业中至关重要的一部分，是企业推广产品和服务的策略和方法的综合体。

在市场营销领域，有许多关键词和术语需要了解，这些词汇能够帮助人们更好地理解市场和制定有效的营销策略。

本文将介绍一些市场营销英语词汇的大全，帮助读者深入了解市场营销策略的关键词。

一、市场调研与分析1. Market Research（市场调研）: 这是指通过系统地收集、分析和解释有关市场的信息，以了解市场需求、竞争状况等。

2. Consumer Behavior（消费者行为）: 研究消费者在购买产品或服务时的心理、态度、行为和需求，为企业的市场推广提供指导。

3. SWOT Analysis（SWOT分析）: 是指对一个组织的内部条件（优势和劣势）和外部环境（机会和威胁）进行评估和分析。

4. Market Segmentation（市场细分）: 将整个市场按照不同的特征和需求进行划分，以便更好地满足不同消费者的需求。

5. Competitive Analysis（竞争分析）: 研究和评估竞争对手的产品、定价、市场份额等信息，以在竞争中保持竞争优势。

二、产品开发与定价策略1. Product Development（产品开发）: 指开发新产品或改进现有产品，以满足市场需求，并提供独特的竞争优势。

2. Branding（品牌建设）: 建立和推广一个独特的品牌形象，以增强消费者对产品的认知和忠诚度。

3. Product Differentiation（产品差异化）: 通过在产品设计、功能、特点等方面进行差异化，使产品与竞争对手的产品区别开来。

4. Pricing Strategy（定价策略）: 制定合理的产品定价策略，以确保产品能够覆盖成本、满足市场需求，并保持竞争力。

5. Product Lifecycle（产品生命周期）: 描述一个产品从引入市场到退出市场的不同阶段，包括市场增长期、成熟期和衰退期等。

营销英语知识点归纳总结

营销英语知识点归纳总结营销英语是指在商务领域中用于进行市场营销活动的专业用语。

随着全球化进程的加速，营销英语在企业营销领域中扮演着越来越重要的角色。

本文将围绕营销英语的基本概念、常用词汇和短语、销售技巧等知识点进行归纳总结。

一、营销英语的基本概念1. 营销：Marketing营销是指企业通过市场调研、产品定位、价格策略、广告宣传等手段，满足顾客需求，实现产品销售的过程。

2. 市场营销：Market marketing市场营销是指企业通过对目标市场的分析和研究，制定相应的营销策略，以满足顾客需求、提高市场份额和实现盈利的活动。

3. 目标市场：Target market目标市场是指企业针对特定的人群或群体，通过市场分析和定位，对其进行产品推广和销售的市场。

4. 市场调研：Market research市场调研是指企业通过对市场环境、消费者需求、竞争对手和产品定位等方面的调查和分析，为制定有效的营销策略提供依据。

5. 产品定位：Product positioning产品定位是指企业根据产品特点和目标市场需求，确定产品在市场中的定位和差异化特色，以便更好地满足顾客需求。

6. 市场份额：Market share市场份额是指企业在目标市场中的销售额占比，通常用百分比来表示。

7. 广告宣传：Advertising and promotion广告宣传是指企业通过各种媒体途径，对产品进行宣传推广，以提高产品的知名度和销售量。

二、营销英语常用词汇和短语1. 促销：Promotion2. 销售额：Sales revenue3. 客户满意度：Customer satisfaction4. 市场份额：Market share5. 成本效益分析：Cost-benefit analysis6. 品牌形象：Brand image7. 目标市场：Target market8. 市场定位：Market positioning9. 定价策略：Pricing strategy10. 市场调研：Market research11. 营销策略：Marketing strategy12. 客户关系管理：Customer relationship management13. 产品推广：Product promotion14. 市场竞争分析：Market competition analysis15. 渠道管理：Channel management16. 供应链管理：Supply chain management17. 市场营销计划：Marketing plan18. 产品包装设计：Product packaging design19. 品牌定位：Brand positioning20. 品牌推广：Brand promotion三、营销英语中的销售技巧1. 善于倾听客户需求：Listen to customer needs营销人员在与客户接触时，要善于倾听客户的需求和意见，了解他们的真实诉求，从而更好地针对其需求进行产品推广和销售。

市场营销专业英语

市场营销专业英语市场营销专业英语是指在市场营销领域使用或涉及到的英语术语、表达方式、思维逻辑等。

在国际市场化的背景下，掌握市场营销专业英语对于从事市场营销相关工作的人员来说至关重要。

一、市场分析市场分析是指对市场环境、市场需求、竞争对手等进行分析，以便更好地制定产品营销策略。

市场分析需要掌握的英语词汇有：1. Market environment: 市场环境2. Market demand: 市场需求3. Customer needs: 客户需求4. Market segmentation: 市场细分5. Competitor analysis: 竞争对手分析6. SWOT analysis: SWOT 分析（指 Strengths，Weaknesses，Opportunities，Threats 分析）7. Target market: 目标市场二、营销策略营销策略是指为满足市场需求和实现企业利润最大化而制定的策略和计划。

营销策略需要掌握的英语词汇有：1. Marketing mix: 营销组合2. Product positioning: 产品定位3. Brand building: 品牌建设4. Promotion: 促销5. Advertising: 广告6. Public relations: 公关7. Sales: 销售三、营销实施营销实施是指将营销策略转化为实际行动的过程，实施营销计划的每个环节需要掌握的英语词汇有：1. Advertising campaign: 广告宣传活动2. Sales promotion: 销售促销3. Product launch: 新产品上市4. Distribution channel: 分销渠道5. Channel management: 渠道管理6. Customer loyalty: 客户忠诚度7. Customer service: 客户服务四、市场营销评估市场营销评估是指对营销策略和实施效果进行评价，以便优化营销计划和提高营销效果。

市场营销专业部分专业英语词汇整理

市场营销专业英语词汇表需要:need 欲望want 需求:demand 产品:product 关系营销:relationship marketing 营销网:marketing network 生产观念:the production concept 产品观念:the product concept 相关群体:reference group 购买者角色:buying role 购买行为:buying behavior 认知需求:problem recognition 搜集信息:information search 组织者市场:orqanization market 派生需求:derived demand 缺乏弹性:inelastic demand 品牌策略:brand strategy 制造商品牌:manufactures brand 定价策略:pricing strategie 现金折扣:cash discount 数量折扣:quantity discount 功能折扣:functional discount 季节折扣:seasonal discount 新产品定价:new product pricing 产品组合定价:product-mix pricing 分销渠道:distribution channel 密集分销渠道:intensive distribution 选择性分销:selective distribution 独家分销:exclusive distribution 中间商品牌:intermediaries brand 批发商:whoksaler 零售商:retailer 百货公司:department store 超市:supermarket 便利店:convenience store 折扣店:discount store 促销组合:promotion mix 交流信息:communicating information 人员销售:personalo selling 广告策略advertising strateqie 公共关系:public relation 营销调研:marketing research 产品策略:product strategie 产品组合:product mix 营销观念:the marketing concept 消费者市场:consumer market 顾客满意:customer satisfaction 顾客总价值:total customer value 顾客总成本:total customer value 营销环境:marketing environment 营销信息系统:marketing information syste 市场细分策略:market segmentation startegie 目标市场策略:market tageting strategie 市场定位策略:market positioning strategie 产品市场寿命周期:the product life cycle 销售观念:the selling/sales concept 社会营销观念:the societal marketing concept 宏观营销环境:macro-marketing environment 消费者行为模式:model of consumer behavior 价值,成本和满意:value,cost,andsatisfaction 交换和交易:exchange and transaction 营销者和预期顾客:marketers and prospect 市场营销观念:marketing management philosophy AA. C. Nielson 尼尔森市场研究公司absorption of costs 成本分配accesibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略Acer 宏基acquisition new-product development strategy 新产品开发收购战略activity-based costing 以活动为基础的成本系统adaptability 适应性adaptation to market variations 适应适应市场变化adaptive positioning 适应性定位additions to existing product lines 现有产品线的增加adequate size 准确的大小/足够的规模administered vertical marketing systems 管理式垂直管理式垂直营销系统administrative relationships 管理关系adopter categories 采购者的类型adoption process 采购过程advertising and market segmentation 广告与市广告与市场细分advertising and sales promotion 广告和广告和销售促进advertising effects 广告效果advertising ethics 广告伦理道德advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising message 广告信息advertising reach 广告接受人数advertising source 广告信息来源advertising 广告aerobic enthusiasts 增氧健身运动爱好者aesthetics 美感affinity club 同族俱乐部after tests 事后测试agent middleman 代理商agent/merchant middleman 代理中间商allowance 折让alteration 退换AMA Code of Ethics 美国美国营销协会职业道德标准亚马逊公司American Airlines 美国航空公司American Express 美国运通American Marketing Association 美国营销协会Amoco 阿莫科（英国石油公司）analysis of data 数据分析analyzer strategy 分析者战略Anderson 安达信annual marketing plan 年度营销计划annual requirement purchasing arrangement 年度采年度采购需求计划anticipatory positioning 预见性定位anti-pollution legislation 反污染立法anti-trust legislation 反托拉斯立法Apple Computers 苹果电脑area structure 地区结构aspiration/expectation level 渴望/期望水平aspirations of consumers 消费者渴望assurance 保证AT&T 美国电话电报公司ATM (automatic teller machine) 银行自动柜员机attitudes of consumers 消费者态度attributes 属性audiences 受众auto repair 汽车维修automation services 自动服务automobile industry 汽车产业autonomy 自主权availability 可获得性/供货能力avante guardian 前卫派Avon 雅芳awareness （产品）知晓度/知名度Bbaby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码barter 实物交易basic physical needs 基本生理需要Bausch & Lomb 博士伦BCG Grow-Share Matrix 波士顿增长-份额矩阵before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单biological revolution 生物革命birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试Blockbuster blue collars 蓝领BMW 宝马Boeing 波音bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand's equity 品牌的价值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Burger King 汉堡王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Business Week 《商业周刊》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) 购买购买力指数buying situation 采购情况/类型buying task 采购仸务Ccable TV 有线电视Cadillac 凯迪拉克Campbell's Soup 金宝汤业公司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Caterpillar Tractor 卡特皮勒公司Cathay Airlines 国泰航空公司CBS Records 唱片公司CBS 哥伦比亚广播公司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Charles Snow 查尔斯•斯诺Cherokee 切诺基chevrolet 雪佛莱choice criteria 选择标准Christian Dior 克里斯汀•迪奥（世界著名时装品牌）Chrysler 克莱斯勒Citi Corp 花旗银行closing a sale 结束销售clothing retailers 服装零售商CNN 美国有线新闻网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Colgate-Palmolive 高露洁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Comdex 计算机展销会commercialization 商业化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Compaq 康柏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 协调协调与冲突解决co-production 合作生产core benefit proposition (CBP) 核心利益方案核心利益方案/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D 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Dell Computers 戴尔计算机公司Delta Airlines 三角洲航空公司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 双重分双重分销系统duplication （媒体）重复DuPont 杜邦公司durability 耐用性E early vs late adoption 早期采早期采购与后期采购earnings per share 每股收益economic and technological factors 经济经济技术因素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Electrolux 伊莱克斯emergency goods 急需品Emerson Electric 爱默生电气emotional appeals 情感诉求empathy 移情作用empirical evidence 经验性实例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F 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G 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) 国内生国内生产总值gross margin 毛利gross national product (GNP) 国民生国民生产总值gross profit 毛利gross rating points (GRPs) 总级别总级别指数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）H 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 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 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I IBM 国际商用机器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J Jaquar 美洲豹Jell-O 吉露jobbers 批发商Johnson & Johnson 强生joint ventures 合资jury of executive opinion 行政管理人行政管理人员群体意见法just noticeable difference (JND) 恰巧注意到的差恰巧注意到的差异just-in-time (JIT) management system 准时制管理体系just-in-time purchasing arrangements 及时采购安排K Kao 花王Keiritsu 凯莱通Kellogg 凯洛格公司Kentucky Fried Chicken (KFC) 肯德基肯德基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L 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Lucent Technologies 朗讯科技M 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 营销过营销过程和职能marketing function area audit 营销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Japan's Matsushita Electric 日本松下电子mature conformists 成熟的随大流者mature markets 成熟市场mature stage of product life cycle 产品生命周期的成熟阶段McDonald's 麦当劳McDonnell Douglas 麦道公司MCI电讯公司（前世界通信公司）MDSS (Marketing-Decision Support System) 市场决策支持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准media audiences 媒体受众medical and health services 医疗卫生服务Medico Containment Services memory of consumers 消费者记忆Mercedes-Benz 梅赛德斯-奔驰Mercer Management Consulting 美国美智管理顾问公司merchandising 推销merchant middlemen 国内贸易中间商merchant wholesalers 商业批发商message structure 信息结构Michael Porter 迈克尔-波特micro risks 微观风险microsegmentatioin 微观细分Miller Tyding ACT, USA 米勒米勒•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 相互信仸N 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O object-and-task method of promotion budgeting 目标-仸务促销预算法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P Pacific Electric 太平洋电气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。

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。

市场营销专业英语词汇

市场营销专业英语词汇文章摘要：市场营销是一门涉及多方面的学科，需要掌握一些专业的英语词汇，以便与国际市场沟通和交流。

本文从市场营销的基本概念、市场营销的组成要素、市场营销的策略和方法等方面，介绍了一些常用的市场营销专业英语词汇，并给出了中英文对照和简要解释。

本文旨在帮助市场营销专业的学习者和从业者提高英语水平，扩大词汇量，增强市场竞争力。

市场营销的基本概念1. 市场（Market）市场是指所有潜在或实际的买方和卖方之间进行交易的地点或机制¹。

市场可以根据不同的标准进行划分，例如地理范围、产品类型、客户特征等。

中文英文说明全球市场Global market指跨越国界的市场，涉及多个国家和地区²国内市场Domestic market指一个国家或地区内部的市场²消费者市场Consumer market指以个人或家庭为目标客户的市场³组织市场Organizational market指以企业、政府、非盈利机构等为目标客户的市场³无形资产市场Intangible asset market指以知识、技能、声誉等无形资产为交易对象的市场⁴2. 需求（Demand）需求是指顾客对某种产品或服务的购买意愿和购买能力⁵。

需求受到多种因素的影响，例如价格、收入、偏好、竞争等。

中文英文说明有效需求Effective demand指顾客有能力和意愿购买某种产品或服务的需求潜在需求Potential demand指顾客有意愿但没有能力购买某种产品或服务的需求负需求Negative demand指顾客对某种产品或服务有反感或厌恶的情绪，不愿意购买或避免购买的需求弹性需求Elastic demand指需求对价格变化敏感，价格变化会导致需求量显著变化的需求刚性需求Inelastic demand指需求对价格变化不敏感，价格变化不会导致需求量显著变化的需求3. 营销（Marketing）营销是指为了满足顾客和社会的需要，通过创造、传递和交换有价值的产品或服务，实现组织和个人目标的过程。

上海对外经贸大学课程资料市场营销(英)考试重点总结

名词解释1. Customer lifetime valueThe value of the entire stream of purchases that the customer would make over a lifetime of patronage2. Business portfolioThe collection of businesses and products that make up the company3. Market segmentationDividing a market into smaller groups with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes.4. Market targetingThe process of evaluating each market segment's attractiveness and selecting one or more segments to enter5. Product lineA group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges.6. Product mix (or product portfolio)The set of all product lines and items that a particular seller offers for sale7. Vertical marketing system (VMS)A distribution channel structure in which producers, wholesalers, and retailers act as a unified system. One channel member owns the others, has contracts with them, or has so much power that they all cooperate.8. Horizontal marketing systems (HMS)A channel arrangement in which two or more companies at one level join together to follow a new marketing opportunity9. Integrated direct marketingDirect-marketing campaigns that use multiple vehicles and multiple stages to improve response rates and profits10. Integrated marketing communications (IMC)Carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.Chapter 1Marketing Management Orientations1. Production conceptMarket situation: S <<DThe idea that consumers will favor products that are available and highly affordable and that the organization should therefore focus on improving production and distribution efficiency2. Product conceptMarket situation: S < DFirms that help the company to promote, sell, and distribute its goods to final buyers; they include resellers, physical distribution firms, marketing service agencies, and financial intermediaries.They include resellers, physical distribution firms, marketing services agencies, and financial intermediaries.4. Customer markets (5types)Consumer marketsConsist of individuals and households that buy goods and services for personal consumptionBusiness marketsReseller marketsGovernment marketsInternational markets5. CompetitorsMarketers must do more than simply adapt to the needs of target consumers. They also must gain strategic advantage by positioning their offerings strongly against competitors' offerings in the minds of consumers.6. PublicsAny group that has an actual or potential interest in or impact on an organization's ability to achieve its objectivesFinancial publicsMedia publicsGovernment publics Citizen-action publicsLocal publicsGeneral publicInternal publicsMacroenvironment1. Demographic environment Population size Population growth rateAge structure of the POP Gender structure of the POP Urbanization of China2. Economic environment IncomeGDPGDP per capita Disposable income p.c. Average wageSavingMarginal propensity to save Deposit p.c.SpendingMarginal propensity to consumeEngel coefficient3. Natural environmentShortages of raw materialsIncreased pollutionIncreased government intervention4. Technological environmentIt changes rapidlyNew technologies create new markets and new opportunity , e.g. the Internet of things5. Political environmentIncreasing legislationSocially responsible behavior6. Cultural environmentPersistence of Cultural ValuesShifts in Secondary Cultural ValuesChapter 5Model of Consumer BehaviorMKT & other stimuliMKT Other→Characteristics Affecting Consumer Behavior 1. Culture factorsCulture Subculture Social Class 2. Social factors Groups—Opinion leader—Person within a reference group who exerts social influence on othersProduct EconomicPrice TechPlace PoliticalPromotion Cultural Buyer ’s black box Buyercharacteristics Buyer decision processB uyer response Product choiceBrand choice Dealer choice Purchase timingPurchase amountChapter 6Evaluating Market SegmentsIn evaluating different market segments, a firm must look at three factors:-segment size and growth-segment structural attractiveness-According to Michael Porter, there are 5 forces influencing competition in an industry:Threat of new entrantsThreat of substitute productsBargaining power of suppliersBargaining power of buyersRivalry among competitors-company objectives and resourcesSelecting Target Market SegmentsUndifferentiated MarketingA market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer.No market segmentationOne product for all marketDifferentiated MarketingChapter 7Levels of Product and ServicesCore benefit/productIt addresses the question what is the buyer really buying?Actual productFeatures, design, quality level, brand name, and packagingAugmented productAdditional consumer services and benefits, such as after-sale S., warranty, installation, delivery and creditProduct Mix DecisionsWidth: the number of PLsLength: the total number of itemsDepth: the number of versions offered of each product in the line Consistency: how closely related the various PLs are in end use, production requirements, distribution channels, or some other wayRequirements of brand name selection.It should suggest something about the product's benefits and qualities.It should be easy to pronounce, recognize, and remember.The brand name should be distinctive.IntroductionIntroduction is a period of slow sales growth.Profits are nonexistent in this stage because of the heavy expenses of product introduction.GrowthGrowth is a period of rapid market acceptance and increasing profits.MaturityMaturity is a period of slowdown in sales growth because the product has achieved acceptance by most potential buyers.Profits level off or decline because of increased marketing outlays to defend the product against competition.DeclineDecline is the period when sales fall off and profits drop.Chapter 9Cost-plus pricingAdding a standard markup to the cost of the productMarkup Price = Unit Cost∕(1- Desired Return on Sales)Types of DiscountCash discount: a price reduction to buyers who pay their bills promptlyQuantity discount: a price reduction to buyers who buy large volumes Functional discount (trade discount): offered by the seller to trade-channel members who perform certain functions, such as selling, storing, and record keeping.Seasonal discount: a price reduction to buyers who buy merchandise or services out of season.Chapter 10Functions of marketing channelInformationPromotionContactMatchingNegotiationPhysical distributionFinancingRisk takingVertical Marketing Systems (VMS)Corporate VMSA VMS that combines successive stages of production and distribution under single ownership —channel leadership is established through common ownership.Contractual VMSA VMS in which independent firms at different levels of production and distribution join together through contracts to obtain more economies or sales impact than they could achieve alone.Franchise organizationsM-sponsored retailer F; FordM-sponsored wholesaler F; Coca-ColaService-firm-sponsored retailer F; KFCAdministered VMSA VMS that coordinates successive stages of production and distribution, not through common ownership or contractual ties, but through the size and power of one of the partiesChapter 11(书p275)Stores based on product lineSpecialty storeDepartment storeSupermarketConvenience storeSuperstoreDiscount storeOff-price retailersChapter 12Setting advertising objectivesInformative AdvertisingCommunicating customer valueTelling the market about a new productExplaining how the product worksSuggesting new uses for a productInforming the market of a price changeDescribing available servicesCorrecting false impressionsBuilding a brand and company imagePersuasive AdvertisingBuilding brand preferenceEncouraging switching to your brandChanging customer's perception of product attributesPersuading customers to purchase nowPersuading customers to receive a sales callConvincing customers to tell others about the brandReminder AdvertisingMaintaining customer relationshipsReminding consumers that the product may be needed in the near futureReminding consumers where to buy the productKeeping the brand in customer's minds during off-seasonsSetting the Total Promotion Budget (advertising)(找不到。

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。

市场营销专业英语重点

单选：20；单词汉译英：10；单词英译汉：10；句子英译汉：30；阅读：10；作文：20营销英语重点整理一、单词：Marketing management 营销管理New products development 新产品开发Sales channel 销售渠道Public relation 公共关系Consumer behavior 消费者行为Marketing research 营销调研Market segmentation 市场细分Sales promotion 销售促进Allowance 折让Brand awareness 品牌意识Brand extension 品牌扩展Brand loyalty 品牌忠诚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Buying inertia购买惯性Buying intention 购买意图Market share 市场份额Brand loyalty 品牌忠诚度Intensive distribution 密集分销渠道Selective distribution 选择性分销Exclusive distribution 独家分销Intermediaries brand 中间商品牌Wholesaler 批发商Retailer 零售商Department store 百货公司Supermarket 超市Convenience store 便利店Buying inertia 购买惯性Convenience goods 便利品Customer satisfaction 顾客满意度Customers’ preference 顾客偏好Economies of scale 规模经济Global-market expansion 全球市场扩张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Industry attractiveness 行业吸引Localization strategy 本土化战略Comparative advertisements 比较广告Competition-orientated pricing 竞争导向定价法Customer-orientated pricing 顾客导向定价法Personal selling 人员销售Advertising strategies 广告策略Public relation 公共关系Marketing research 营销调研Product strategy 产品策略Product mix 产品组合The marketing concept 营销观念Consumer market 消费者市场Customer satisfaction 顾客满意Total customer value 顾客总价值Marketing environment 营销环境Market segmentation strategy 市场细分策略Market targeting strategy 目标市场策略Market positioning strategy 市场定位策略Product life cycle 产品市场寿命周期The selling /sales concept 销售观念The product concept 产品观念Marketing management philosophy 市场营销观念Societal marketing concept 社会营销观念Macro-marketing environment 宏观营销环境Product mix 产品组合Customer loyalty 顾客忠诚度Market targeting 目标市场选择Niche-market strategy 利基市场战略Personal selling 人员推销Price discrimination 价格歧视Potential customer 潜在顾客Potential market 潜在市场Product development 产品开发Product positioning 产品定位Segmentation criteria 细分标准Specialty goods 特殊产品二、句子：1、The societal marketing concept holds that the organization should determine the needs, wants, and interests of target markets. It should then deliver superior value to customers in a way that maintains or improves the consumer’s and the society’s well-being. The societal marketing concept is the newest of the five marketing management philosophies.翻译：社会营销观念认为一个组织应该确定目标市场的需求和兴趣，然后应以一种方式向顾客提供最大价值，这种方式必须保持和改进消费者及整个社会的福利水平。

市场营销专业英语重点整理

单选：20；单词汉译英:10；单词英译汉:10；句子英译汉：30；阅读:10；作文:20营销英语重点整理一、单词:Marketing management 营销管理New products development 新产品开发Sales channel 销售渠道Public relation 公共关系Consumer behavior 消费者行为Marketing research 营销调研Market segmentation 市场细分Sales promotion 销售促进Allowance 折让Brand awareness 品牌意识Brand extension 品牌扩展Brand loyalty 品牌忠诚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Buying inertia购买惯性Buying intention 购买意图Market share 市场份额Brand loyalty 品牌忠诚度Intensive distribution 密集分销渠道Selective distribution 选择性分销Exclusive distribution 独家分销Intermediaries brand 中间商品牌Wholesaler 批发商Retailer 零售商Department store 百货公司Supermarket 超市Convenience store 便利店Buying inertia 购买惯性Convenience goods 便利品Customer satisfaction 顾客满意度Customers' preference 顾客偏好Economies of scale 规模经济Global-market expansion 全球市场扩张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Industry attractiveness 行业吸引Localization strategy 本土化战略Comparative advertisements 比较广告Competition-orientated pricing 竞争导向定价法Customer—orientated pricing 顾客导向定价法Personal selling 人员销售Advertising strategies 广告策略Public relation 公共关系Marketing research 营销调研Product strategy 产品策略Product mix 产品组合The marketing concept 营销观念Consumer market 消费者市场Customer satisfaction 顾客满意Total customer value 顾客总价值Marketing environment 营销环境Market segmentation strategy 市场细分策略Market targeting strategy 目标市场策略Market positioning strategy 市场定位策略Product life cycle 产品市场寿命周期The selling /sales concept 销售观念The product concept 产品观念Marketing management philosophy 市场营销观念Societal marketing concept 社会营销观念Macro-marketing environment 宏观营销环境Product mix 产品组合Customer loyalty 顾客忠诚度Market targeting 目标市场选择Niche—market strategy 利基市场战略Personal selling 人员推销Price discrimination 价格歧视Potential customer 潜在顾客Potential market 潜在市场Product development 产品开发Product positioning 产品定位Segmentation criteria 细分标准Specialty goods 特殊产品二、句子:1、The societal marketing concept holds that the organization should determine the needs，wants，and interests of target markets。

市场营销常用英语词汇

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/100 VALUE 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。

营销英语知识点总结

营销英语知识点总结营销是企业运作的重要组成部分，是为了促进产品或服务销售而进行的活动。

在今天的全球化市场中，营销不再局限于本地市场，而是需要使用英语进行国际化营销。

因此，掌握营销英语知识是非常重要的。

本文将总结营销英语的基本知识点，包括市场营销策略、广告、推广、销售、客户服务等方面的内容。

一、市场营销策略1.1 目标市场(Target Market)目标市场是企业选择的最有利于开拓的市场，通过对目标市场的研究和分析，企业可以确定适合的产品定位和营销策略。

1.2 定位(Positioning)定位是企业在目标市场中找到自己在消费者心目中的位置，通过定位可以明确产品的特点和所针对的消费群体，以便更好地满足消费者的需求。

1.3 市场细分(Market Segmentation)市场细分是将整个市场分割为多个子市场，并在这些子市场中开展定制的营销策略，以更好地满足不同的消费者需求。

1.4 品牌定位(Brand Positioning)品牌定位是通过市场调研和分析，确定品牌在消费者心目中的独特位置，以便让消费者对品牌有清晰的认知和印象。

1.5 营销渠道(Channel Marketing)营销渠道是指产品销售和配送的途径，包括直销、零售店、电子商务等多种形式，企业需要选择合适的渠道来进行产品销售。

1.6 客户关系管理(Customer Relationship Management)客户关系管理是企业与客户之间建立长期稳定的合作关系，通过定制化的服务和沟通，提升客户满意度，提高客户忠诚度。

二、广告2.1 广告媒体选择(Media Selection)广告媒体选择是企业根据产品特点和目标市场，选择适合的广告媒体进行宣传，包括电视、广播、报纸、杂志、互联网等多种形式。

2.2 广告创意(Advertising Creative)广告创意是广告内容的设计和制作，包括文字、图片、音频、视频等元素的搭配和编排，以吸引消费者的注意力和刺激消费欲望。

市场营销词汇大全

aspirations of consumers 消费者渴望
assurance 保证
AT&T 美国电话电报公司
ATM (automatic teller machine) 银行自动柜员机
attitudes of consumers 消费者态度
attributes 属性
audiences 受众
advertising source 广告信息来源
advertising 广告
aerobic enthusiasts 增氧健身运动爱好者
aesthetics 美感
affinity club 同族俱乐部
after tests 事后测试
agent middleman 代理商
agent/merchant middleman 代理中间商
人员销售:personalo selling 广告策略advertising strateqie
公共关系public relation 营销调研:marketing research
产品策略:product strategie 产品组合:product mix
营销观念:the marketing concept 消费者市场consumer market
产品组合定价:product-mix pricing 分销渠道:distribution channel
密集分销渠道:intensive distribution 选择性分销:selective distribution
独家分销:exclusive distribution 中间商品牌:intermediaries brand
Bausch & Lomb 博士伦

市场营销专业英语--单词1

专业英语单词整理CHAPTER 11. marketing mix 市场营销组合2. target market 目标市场3. marketing environment 市场营销环境4. demographic environment 人口环境economic environment 经济环境natural environment 自然环境cultural environment 文化环境5. social class 社会阶层6. references groups 参照群体7. open up a new market 开辟新市场8. purchasing / buying power 购买力9. field survey 实地调查CHAPTER 2 （书24页）Executive Overview 执行概要market analysis 市场分析current situation 当前市场状况trends in the market 市场趋势market segments 市场细分target market and customers 目标市场与顾客Competitive Analysis 竞争分析industry overview 行业概况changes in the industry 行业变化趋势primary competitors 主要竞争对手competitive products/services 竞争性的产品与服务strength，weaknesses，opportunities，threats（企业本身的）优势与劣势及所面临的机会与威胁Goals and Objectives 目标financial objectives 财务目标marketing objectives 营销目标Marketing Strategy 营销战略positioning 定位product 产品pricing 定价distribution 分销advertising 广告service 服务communications/promotion 宣传与促销Action Plan and Implementation 行动方案与实施assignments 任务key personnel 主要人员budget 预算schedule 进度表Profit and Loss Projection 预计的损益表cash flow projection 预计的现金流量表balance sheet projection 预计的资产负债表Evaluation and Control 评估与控制lead tracking systems 引导跟踪系统sales reviews 销售评估monitoring 调整CHAPTER 31. competitive edge 竞争优势2. corporate culture 企业文化3. customer loyalty 顾客忠诚4. brand recognition 品牌知名度5. after-sales service 售后服务6. market share 市场份额，市场占有率7. market share goal 市场占有率目标8. market size 市场规模9. age groupings 年龄段10. spending power 购买力11. buying habits 消费习惯CHAPTER 41. exclusive channel 独家分销selective channel 选择性分销intensive channel 密集性分销2. direct channel 直接渠道indirect channel 间接渠道3. channel level 渠道层次4. bulk breaking 整买散卖5. a listing fee 进场费6. list price 价格表中的价格7. sales rebate 销售折扣8. credit standing 信用状况9. economies of scale 规模经济10. joint venture 合资企业11. shelf life 保质期12. retail format 零售业态13. channel captain 渠道领袖14. channel fit 渠道适应性15. channel length 渠道长度16. channel width 渠道宽度17. channel functions 渠道功能18. channel members 渠道成员。

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社会营销观念是五个营销管理哲学中最新的。

2、A sound marketing program starts with identifying the differences that exist within a market, a process called market segmentation, and deciding which segments will be pursued as target markets.翻译：一个合理的营销计划应以区分市场中存在的差异为起点，这一过程被称为市场细分，它还包括将何种市场细分作为目标市场。

3、The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product, mass-market strategy.翻译：市场细分的缺点是，其导致了比单一产品、单一大市场策略更高的生产和营销成本。

4、Sale promotion includes a wide variety of promotion tool designed to stimulate earlier of stronger market response. It includes consumer promotion, trade promotion, and sales force promotion.翻译：营销推广是指种类繁多的促销方式，以便刺激市场作出尽可能早的或强烈的反应，包括针对消费者的、针对中间商的和针对推销人员的营业推广。

5、They offer strong incentives to purchase by providing inducements or contributions that give additional value to consumers.翻译：营业推广通过提供某些优惠来刺激和诱导购买。

6、Colgate-Palmolive Canada is a wholly owned subsidiary of Colgate-Palmolive, a large multinational with divisions in 58 countries Worldwide company sales in 1986 were ＄4.9 billion with profits of ＄170 million.翻译：高露洁——帕尔莫利夫加拿大公司是在58个国家拥有分支机构的跨国公司高露洁——帕尔莫利夫的全资子公司。

1986年，后者在全球的总销售额为49亿美元，利润为1.7亿美元。

7、The executional tone needs to be distinct from other detergent advertising in order to break through traditional washing attitudes and to do so will be young adult-oriented , light , “cool”, and up-beat .翻译：为了从传统的洗涤观念中杀出一条路来，其实施基调需要与别的洗涤剂广告有所区别，应该面向青年人，强调靓、酷和令人心跳。

8、This flexibility allowed effective communication strategies to be developed quickly so that advantage could be taken of sporting victories more or less as they happened, utilizing them in subsequent advertising and promotions while they were still fresh in mind .翻译：这种灵活性就使得有效的传媒战略迅速制定出来，或多或少地可以在利用运动比赛的优胜者上占据优势，当人们记忆犹新之时在随后的广告中利用他们来促销。

三、作文：我对市场营销的理解企业需要市场营销，用来创建品牌和收益；同样对于我们自己也需要营销，用来推销和完善自我。

在学习《市场营销学》这门课程之前，对我来说，有一种模糊又捉摸不透之感。

但是在学习之后，我认为现代营销学不仅仅是“买”与“卖”的关系，而是推进现代社会物质文明发展的重要组成部分。

市场营销并不等同于推销，推销只是市场营销的内容之一，市场营销的最终目的是“满足交换双方的需求和欲望”。

21世纪是关系营销的时代，企业与客户建立战略双赢型的伙伴关系是企业健康发展的重要保障。

良好的客户关系是建立在互惠互利，相互信任的基础上的。

对于个人也一样，我们在学校也应该将自己作为一个品牌来进行营销和策划，经营好自己的人生，通过四年的时间将自己经营成一个有实力，有能力的合格大学生。

人生处处须营销，人生处处皆营销，营销不仅仅存在商业之中，在我们周围的生活中处处都是营销。