市场营销第十三版11-15章专业术语翻译
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MarketingManagement营销管理NewProductsDevelopment新产品开发ServiceIndustryMarketing服务业营销Advertising广告BusinessNegotiation商业谈判InternationalMarketing国际市场营销SalesChannels销售渠道PublicRelationship公共关系ConsumerBehavior消费者行为SystemsofManagementInformation管理信息系统MarketingResearch营销调研accessibility可进入性accessoryequipmentmarkets附属设备市场accountmanagementpolicies客户管理策略positioning定位marketsegmentation市场细分salespromotion销售促进advertisingfeedback广告反馈advertisingfrequency广告频率advertisingmedia广告媒体advertisingreach广告接受人数advertisingmessage广告信息advertisingsource广告信息来源agentmiddleman代理商allowance折让alteration退换AmericanMarketingAssociation美国营销协会annualmarketingplan年度营销计划assurance保证attitudesofconsumers消费者态度availability可获得性/供货能力awareness（产品）知晓度/知名度babyboomers婴儿潮出生的一代人backwardchannelsforrecycling回收的后向渠道backwardintegration后向垂直一体化banneradvertisements横幅标语广告barcodes条形码barter实物交易basicphysicalneeds基本生理需要BCGGrow-ShareMatrix波士顿增长-份额矩阵beforetests事前测试BehaviorScanInformationResourcesInc.行为扫描信息源公司behaviouralanalysis行为分析behaviouralhierarchies行为层级benchmarking基准benefitclusters利益群体benefits利益Benz奔驰billing帐单birthrate出生率blanketpurchaseorder一揽子采购合同blind-pairedcomparisontesting双盲比较测试bluecollars蓝领bottomline底线/盈亏一览结算线brandawareness品牌意识/认知brandextensions品牌扩展brandloyalty品牌忠诚度brandmark品牌标志brandname品牌名称brandpositioning品牌定位brandrecognition品牌识别brandstrategies品牌战略brand品牌brandingstrategy品牌化战略branding品牌化brand'sequity品牌的价值break-evenanalysis盈亏平衡分析break-evenvolume盈亏平衡产量breathofproductassortment产品线的宽度bribery贿赂BritishAirways英国航空公司brokers经纪人budgeting预算bundle捆绑BureauofCensus人口统计局businessstrengthrating商业能力评分businessplan商业计划businessposition经营地位businesssector商业部门businessservicesmarkets商业服务市场businessstrategies经营战略businessunitstrategy经营单位战略buybackallowances回购折让buybackarrangements产品返销buyers'bargainingpower买方的讨价还价能力buyers采购者buyingbehavior购买行为buyingcenter采购中心buyinginertia购买惯性buyingintention购买意图buyingoffices连锁商店的进货中心buyingsituation采购情况/类型buyingtask采购任务capitalgains资本收益capitalinvestedinproduct产品投入资本Carnival嘉年华cashcows现金牛类cashdiscounts现金折扣cataloguesales目录销售categorizationofperception感知分类categorization分门别类centralization集中化chameleons/followers变色龙/跟随者channelalternatives可选择的营销渠道channelconflicts渠道冲突channeldecisions渠道决策channelfunctions渠道功能channelinstitutions渠道组织结构channelmanagement渠道管理channelobjectives渠道目标channelofdistribution分销渠道channelpower渠道权力channel-controlstrategies渠道控制战略channel-designdecisions渠道设计决策channel-managementdecisions渠道管理决策channelsofcommunication传播渠道choicecriteria选择标准closingasale结束销售clothingretailers服装零售商co-branding联合品牌codeofethics（职业）道德标准coercivepower强制权cognitivedissonance认识的不协调collectionofdata数据收集collection收款co-marketingalliances联合营销联盟combinationcompensationplan结合式薪酬方案commitment承诺communicationchannels传播渠道communicationprocess传播过程communication信息交流/沟通communicationsmedia传播媒体companypersonnel公司员工comparativeadvertisements比较广告comparisonofbrands品牌比较compensationdeals补偿处理compensationplan酬金方案compensation/rewards酬金/奖励compensatory补偿性的competition-orientatedpricing竞争导向定价法competitiveadvantage竞争优势competitive(supply-side)evolution竞争（供方）演变competitivefactors竞争因素competitiveintelligence竞争情报/信息competitiveparitypromotionbudgeting竞争均势促销预算法competitivestrategy竞争战略competitivestrength竞争优势/能力competitoranalysis竞争者分析complainthandling投诉处理componentmaterialsandpartsmarkets组成材料和零部件市场computerizedordering计算机化的订购conclusiveresearch确定性研究conditionsofdemand需求情况conformancetospecifications与规格一致conformance一致性confrontationstrategy对抗战略conjointmeasurement联合测度法conjunctivemodel联合模型consumerdecision-making消费者（购买）决策consumergoodschannels消费品分销渠道consumergoods消费品consumermarkets消费品市场consumerneeds消费者需求consumerpackaged-goodsfirms消费者包装食品公司consumerpromotion消费者促销consumertests消费者测试consumer/householdmarket消费者/家庭市场consumers'perceptions消费者感知consumption消费contests竞赛contingencyplanning权变计划contractconstruction契约建筑业contractmanufacturing契约制造业contraction/strategicwithdrawalstrategy收缩/战略性撤退战略contractualentrymodes契约式进入模式contractualverticalmarketingsystems合约式垂直营销系统contributionmarginanalysis边际贡献（贡献毛利）分析contributionmargin边际贡献controlstrategies控制战略conveniencefoodstores便利食品商店conveniencegoods便利品convenience服务的便利性corebenefitproposition(CBP)核心利益方案/提议corollary-datamethod推定数据法corporateHQ公司总部correctiveaction矫正行动costanalysis成本分析costeffectiveness成本有效性costleadershipstrategy成本领先战略costofcapital资本成本costofgoodssold(COGS)产品销售成本costreductions降低成本产品cost-and-volumerelationship成本-数量关系cost-orientedpricing成本导向定价法cost-plus/mark-uppricing成本加成/溢价定价法costsandbenefitsofmarketingfunctions营销职能的成本和效益costsofcompetitors竞争者成本costsofdistribution分销成本countertrade对等贸易courtesy礼貌coverageofgeographicmarket地域性市场的范围coverageofrelevantretailers相关零售商的销售范围credibility信誉creditterms信贷条款criticalassumptions关键假设cross-elasticity交叉弹性customarypricing习惯性定价法customeranalysis顾客分析customercontact顾客接触customerdemand顾客需求customerintimacy顾客亲密度customerloyalty顾客忠诚度customerneed顾客需要customerorganizationofsalesforce按客户组织销售队伍customerretention顾客维系/保留customersatisfaction顾客满意度customersegmentpricing顾客细分市场定价customerservice顾客服务customer-orientedpricing顾客导向定价法customers'perception顾客感知dataconfidentiality数据保密dataresearch数据研究datasources数据来源dealers经销商deceptiveadvertisements欺骗性广告deciders决策者decliningmarkets衰退市场decoding解码defectrate缺陷率defenderstrategy防御型战略defensivenew-productdevelopmentstrategy 防御性新产品开发战略defensivepositioning防御性定位deliverytime交付时间delivery配送demandcharacteristics需求特征demandcurve需求曲线demand-orientedpricing需求导向定价法demographicenvironment人口统计环境departmentstores百货商店dependability可靠性deregulation放松管制descriptiveresearch描述性研究designdecisions设计决策desiredpercentagemark-uponretail预期零售利润率desiredpercentagereturn预期回报率determinantattributes关键属性determinants决定因素differentresponses差别反应differentiatedmarketing差异化营销differentiationovertime不同时间的差异differentiationstrategy差异化战略differentiation差异化diffusionofinnovationtheory创新扩散理论dimension因素dimensionsofquality质量维度directcostingprofitabilityanalysis直接成本盈利性分析directmail直接邮寄directmarketingviaadvertisingmedia通过广告媒体的直接营销directmarketing直接营销directproductprofitability(DPP)直接产品盈利性/利润率directselling直销discountrate贴现率discountstores折扣商店discount折扣discount/premiumpricepolicies折扣/溢价策略discriminantanalysis差异分析法discriminatoryadjustments歧视价格调整discriminatorypricingadjustments歧视定价调整disjunctivemodel分离模型displayspace陈列空间disposableincome可支配收入dissonance-attributionhierarchy不和谐-归属层次结构distributionchanneldesigns分销渠道设计distributionchannelobjectives分销渠道的目标distributionchannel分销渠道distributiondecisions分销决策distributionpolicies分销策略distribution分销distributor/store(privatelabels)brands 分销商/私有品牌distributors分销商diversification多元化divest撤退divest出让divestmentorliquidation收回投资或清算dividend红利domestictargetmarketingstrategies国内目标市场定位的营销战略droppingproducts放弃产品dual/twochanneldistributionsystems双重分销系统durability耐用性earlyvslateadoption早期采购与后期采购earningspershare每股收益economicandtechnologicalfactors经济技术因素economicpower经济权economiesofscale规模经济educationservices教育服务effectiveness有效性efficiency效率emergencygoods急需品emotionalappeals情感诉求empathy移情作用empiricalevidence经验性实例empowerment授权encoding编码enduse最终使用endorsement赞同engineering（产品）工程设计entrepreneurialstrategy企业家战略entrystrategies进入战略environmentandpackagingdisposal环境与包装处理environmentfactors环境因素environmentalscanning环境扫描/分析environmentalstrategy环境战略establishment机构ethicalaudit（公司）伦理审计ethicsofmarketing营销伦理道德ethniccomposition种族构成EuropeanCommunity欧共体evaluationandrewardsystems评估与奖励体系evaluationandselectionofsupplier评估和选择供应商evaluationofalternatives评估替代品/各种选择evaluationofbrands品牌评估eventsponsorship事件赞助event活动everydaylow-price(EDLP)天天低价evokedset引发的组合evolutionofmarket市场演变exchange交换exclusivedealing独家销售exclusivedistribution独家分销executivesummary执行摘要exhibitionmedia展示广告媒体existingmarket现有市场exitbarriers退出壁垒expansionpath扩张途径expectationmeasures（顾客）预期测度expectationsofcustomers顾客期望expectedunitsales预计产量expectedvalue期望价值experiencecurve经验曲线experimentalresearch实验性研究expertpower专长权exploratoryresearch探索性研究exportagents出口代理（商）exportjobbers出口批发商exportmanagementcompany出口管理公司exportmerchants出口贸易商export出口exporting出口商品extendedusestrategy扩大使用战略extendingvolumegrowth扩大市场份额externaldatasources外部数据来源externalenvironment外部环境extrapolationofpastsalestrends过去销售趋势推测法facilitatingagencies辅助/中介机构factoranalysis因素分析法fads时尚familybranding家族品牌familylifecycle家庭生命周期familystructure家庭结构farmproducts农产品fast-movingconsumergoods(FMCG)快速变动的消费品fearappeals恐惧/顾虑诉求features特征FederalDepartmentStores联邦百货商店FederalTradeCode（FTC)联邦贸易法案FedEx(FederalExpress)联邦快递feedbackdata反馈数据fieldtestmarketing实地市场测试financing融资fisheries渔业fitandfinish结实度与外观fixedcosts固定成本fixedsalary固定工资flankerstrategy侧翼进攻战略flanker/fightingbrand战斗品牌flankingandencirclementstrategies侧翼进攻与围堵战略flatorganizationalstructure扁平的组织结构FOBoriginpricingFOB产地定价法focusstrategy集中战略followers追随者Ford福特公司foreignmiddlemen国外中间商forestry林业formalization形式/规范化formulate制定fortress/position-defencestrategy防御堡垒战略Fortune《财富》杂志forwardintegration向前一体化franchisesystems特许系统franchising特许经营freecallnumbers免费电话号码freegoods免费商品freight-absorptionpricing免收运费定价法fringebenefits小额津贴frontalattackstrategy正面进攻战略fullcostingprofitabilityanalysis全成本盈利性分析full-servicewholesalers全方位服务的批发商functionalcompetenciesandresourceallocat ion职能能力与资源分配functionalefficiency职能效率functionalorganizationofsalesforce按销售职能组织销售队伍functionalorganizationalstructure职能型组织结构functionalperformance功能性能functionalstrategy职能战略games比赛gap差距gatekeepers信息传递者generalbehavioraldescriptors一般行为变量GeneralElectric(GE)通用电气GeneralFoodsCorporation通用食品generalmerchandisediscountchains大众商品折扣连锁店GeneralMotors通用汽车geodemographics区域人口统计特征geographicadjustments地理调整geographicdistribution地理分布geographicalorganizationofsalesforce按地区组织销售队伍Gillette吉列剔须刀globaladjustments全球调整globaleliteconsumersegment全球精英消费品市场globalexpansion全球扩张globalmarketingcontrol全球营销控制globalmarkets全球市场globalnichestrategy全球机会战略globalstandardizationstrategy全球标准化战略globalteenagesegment全球青少年市场globalization全球化global-marketexpansion全球市场扩张goals总目标going-rate/competitiveparitypricing竞争性平价定价法goodsproducers产品制造商Goodyear固特异轮胎governmentagencies政府机构governmentbuyers政府采购者governmentmarket政府市场governmentregulation政府管制greenhouseeffect温室效应greymarket灰色市场grossdomesticproduct(GDP)国内生产总值grossmargin毛利grossnationalproduct(GNP)国民生产总值grossprofit毛利grossratingpoints(GRPs)总级别指数group/categoryproductmanager类别产品经理growingmarkets成长市场growthrateofmarket市场增长率growthstageofproductlifecycle产品生命周期的成长阶段growth-extensionstrategies增长扩张战略growth-marketstrategiesformarketleaders 市场领导者的市场增长战略growth-marketstrategy成长性市场战略growth-markettargetingstrategy成长性市场定位战略guarantee/warranty保证/担保guarantees保证Gucci古琦（世界着名时装品牌）Haagen-Dazs哈根达斯hardtechnology硬技术HarvardBusinessReview《哈佛商业评论》harvest收获harvestingpricing收获定价法harvestingstrategy收获战略healthcare医疗保健healthmaintenanceorganizations(HMOs)（美国）卫生保健组织heavybuyer大客户HeilemanBrewingCompanyHeinz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hierarchyofstrategy战略的层次highmargin/low-turnoverretailers高利润/低周转率的零售商highmarketshareglobalstrategy高市场份额全球战略high-contactservicesystem高接触服务系统high-involvementproduct高参与产品high-involvementpurchase高参与购买hightmarketshare高市场份额战略Hilton希尔顿HolidayInns假日旅馆homogeneousmarket同质市场Honda本田household/familylifecycle家庭生命周期household家庭hybridtechnology混合技术ideageneration创意的产生/生成ideasfornewproducts新产品创意/构想idea-screeningprocess创意筛选过程identificationofsegments识别细分市场IllinoisToolWorks伊利诺斯工具厂imagepricing形象定价imitativepositioning模仿定位imitativestrategy模仿战略impactevaluation影响评估impersonalsources非个人的信息来源implementationandcontrolofmarketingprogr ams营销计划的执行和控制implementation实施improvementsinorrevisionsofexistingprodu cts现有产品的改良或修正impulsebuying冲动购买impulsegoods冲动购买品incentives激励income收入increasedpenetrationstrategy增加渗透战略indirectcostingprofitabilityanalysis间接成本盈利性分析individualbrand个别品牌individualvalue个人价值industrialgoods&services工业产品和服务industrialgoodschannels工业品分销渠道industryattractiveness行业吸引力industryattractiveness-businesspositionm atrix行业吸引力-业务地位矩阵industrydynamics产业动态industryevaluation产业评估industryevolution产业演变inelastic缺乏价格弹性influences影响者info-communicationsindustry信息通信行业infomercials商业信息广告informationage信息时代informationsearch信息搜集informationtechnology信息技术information信息informative告知性的ingredient成份in-homepersonalinterview个人家庭访谈in-houseusetests内部使用测试innovation创新innovativeness创新性installation设施in-storedisplay店内展示in-storepositioning店内布局in-storepromotion店内促销intangibles无形integratedmarketingcommunicationplan(IMC )整合营销传播计划integrationofperception感知整合integration整合Intel因特尔intensityofmarketposition市场地位的集中程度intensity集中程度intensivedistribution密集型分销interactionsacrossmultipletargetmarkets 多目标市场间的相互作用interactivemedia交互式媒体interestrates利率internaldatasources内部数据来源internalmarketing内部营销internalorganizationalstructure内部组织结构internationaladvertising国际广告internationalchannels国际分销渠道internationaldivision国际分部internationalmarketing国际营销internationalorganizationaldesign国际组织设计internationalizationofservices服务的国际化introductorystageofproductlifecycle产品生命周期的推出阶段inventorylevel库存水平investorrelationsadvertising投资关系广告issueadvertising观点广告jobbers批发商Johnson&Johnson强生jointventures合资juryofexecutiveopinion行政管理人员群体意见法justnoticeabledifference(JND)恰巧注意到的差异just-in-time(JIT)managementsystem准时制管理体系just-in-timepurchasingarrangements及keyaccountmanagement主要客户管理keyaccounts关键客户keybenefits核心利益keyenvironmentalissueidentification确定主要的环境问题keyvariables关键变量key/houseaccounts关键/机构客户laboratorytests实验室测试leapfrogstrategy蛙跳战略learninghierarchy学习层级结构legalservices法律服务legislation立法legitimatepower法定权levelofcompensation酬金水平leveloftechnicalsophistication技术的复杂程度LeviStrauss李维·史特劳斯Levi's列维斯（全球最大的牛仔服制造商）lexicographicmodel词典编纂模型lifestyle生活方式limited-servicewholesalers有限服务的批发商lineextension产品线扩展linefilling产品线填充linestretching产品线延伸listprice订价Loyd'sofLondon伦敦劳埃德保险公司localizationstrategy本地化战略locationpricing场所定价location位置lodging房屋出租logisticalalliances后勤联盟long-termmemory长期记忆lostcustomer失去的顾客LouisVuitton路易·威登（法国着名时尚品牌）low-contactservicesystem低接触服务系统low-costdefender低成本防御型low-costposition低成本地位low-involvementhierarchy低参与程度层级结构macrorisks宏观风险macro-environment宏观环境macro-segmentation宏观细分mail-orderretailers邮购零售商maintainingmarketshare保持市场份额maintenancestrategy保持战略managementoverhead管理费mandatoryadaptation强制性适应manufacturerbrand制造商/全国性品牌manufacturers'agents/representatives生产商的代理商/销售代表manufacturers'exportagents(MEA)制造商出口代理manufacturers'salesoffices/branches生产商的销售办事处/分支机构manufacturingprocess制造过程manufacturing制造业marketaggregationstrategy整体市场战略marketattractivenessfactors市场吸引力因素marketattractiveness市场吸引力marketattractiveness/businesspositionmat rix市场吸引力/业务地位矩阵marketcircumstances市场环境marketdemographics市场人口分布/统计特征marketdimension市场量度marketentrystrategies市场进入战略marketexclusion市场排斥marketexpansionstrategy市场扩张战略marketfactors市场因素marketfollowers市场跟随者marketgrowthrate市场增长率markethierarchy市场等级marketinclusion市场纳入marketleaders市场领导者marketmeasurement市场测量marketopportunityanalysis市场机会分析marketoriented以市场为导向的marketpositionfactors市场地位因素marketpositioninganalysis市场定位分析marketpotentialmeasurements市场潜力测度marketresearch市场研究marketsegment细分市场marketsegmentation市场细分marketshare市场份额markettargeting目标市场选择market市场marketability市场开拓能力market-entrystrategies市场进入战略marketingactionplan营销行动计划marketingaudit营销审计marketingchannel营销渠道marketingcodesofconduct营销行为规范marketingcommunication营销沟通/传播marketingconcept营销观念marketingcontrol营销控制marketingdecisionsupportsystems(MDSS)营销决策支持系统marketingenvironmentaudit营销环境审计marketingflowsandfunctions营销过程和职能marketingfunctionareaaudit营销功能领域的审计marketingimplicationsof对营销的影响marketinginformationsystem营销信息系统marketinginstitutions营销机构marketingmanagement营销管理marketingmessage营销信息marketingmix营销组合marketingpolicy营销策略marketingproductivityareaaudit营销生产力领域的审计marketingprogramcomponents营销计划内容marketingprogram营销计划/方案marketingrelationship营销关系marketingresearch营销研究marketingstrategy营销战略market-managementorganizationalstructure 市场管理组织结构mark-upprice产品/溢价价格Marlboro万宝路MarriottHotel万豪酒店mass-marketpenetrationstrategy大规模市场渗透战略mass-marketstrategy大市场战略matrixorganizationalstructure矩阵组织结构Mitsubishi日本松下电子matureconformists成熟的随大流者maturemarkets成熟市场maturestageofproductlifecycle产品生命周期的成熟阶段McDonald's麦当劳McDonnellDouglas麦道公司MCI电讯公司（前世界通信公司）MDSS(Marketing-DecisionSupportSystem)市场决策支持系统measurability可测度性measureorindex测量指标measurementcriteria计量标准mediaaudiences媒体受众medicalandhealthservices医疗卫生服务MedicoContainmentServices memoryofconsumers消费者记忆Mercedes-Benz梅赛德斯-奔驰MercerManagementConsulting美国美智管理顾问公司merchandising推销merchantmiddlemen国内贸易中间商merchantwholesalers商业批发商messagestructure信息结构MichaelPorter迈克尔-波特microrisks微观风险microsegmentation微观细分MillerTydingACT,USA米勒·泰丁法案minging矿业MinnesotaMiningandManufacturingCompany(3 M)明尼苏达矿业和制造公司Minolta美能达miscellaneoussources多方面来源mission宗旨missionaryselling推销式销售MitsubishiHeavyIndustries三菱重工modifiedrebuy调整再购monosegmentpositioning单一细分市场定位Monsanto孟山都农业生物技术公司moralappeals伦理/道德诉求morals道德Motorola摩托罗拉multichanneldistribution多渠道分销multidimensionalscaling多维等级法multilevelselling多级销售multinationalcorporations(MNCs)跨国公司multipletestmarkets多测试市场multiple-brandstrategy多品牌战略multiple-factorindex多因素指数法multisegmentpositioning多重细分市场定位mutualtrust相互信任nationalaccountmanagement全国性客户管理nationalmarket国内市场NationalSemiconductor美国国家半导体公司naturalproducts天然产品NEC日本电子Nescafé雀巢咖啡Nestlé雀巢netsales净销售额networkcomputer(NC)网络计算机newbusinessselling新业务销售newbuy购入新产品newentrants新进入者newmarkets新市场newmaterials新材料NewProdscreeningmodel新普罗德筛选模型newproductlines新产品线newproducts新产品new-productdevelopment新产品开发new-productideas新产品创意Newsweek《新闻周刊》new-taskbuying全新采购new-to-the-worldproducts世界性新产品nichepenetrationstrategy壁龛/机会市场渗透战略niche-marketstrategy壁龛市场战略Nike耐克Nissan尼桑no-brandbrandname无品牌的品牌名称no-frillsproduct无虚饰产品noiseincommunicationsystem传播系统中的噪音non-financialrewards非物质性奖励措施non-probabilitysampling非概率抽样non-profitorganization非盈利组织non-storeretailing无店铺零售业numberofstock-outs迟滞数目object-and-taskmethodofpromotionbudgetin g目标-任务促销预算法objectivesandstrategyareaaudit目标与战略领域的审计objectives具体目标observation观察法occupancycosts房屋占用成本occupation/position职业/职位oddpricing奇/余数定价法OEM(originalequipmentmanufacturer)原始设备制造商overallquality总体质量off-invoicediscounts发票之外的折扣offsets抵消交易Omega欧米加on-airtesting广播测试OPEC(OrganizationofPetroleumExportingCou ntries)欧佩克（石油输出国组织）openingrelationships建立关系operatingsupplies生产供应品operationalexcellence运作管理水平opinionleaders意见领导者opportunitycost机会成本opportunityidentification机会识别opportunity/threatmatrix机会/威胁矩阵ordercycletime订货周期orderprocessing订单处理organizationallevel组织层次organizationalrequirementplanning组织需求计划organizationareaaudit组织领域的审计organizationbuyingcenter组织采购中心organizationalcustomer组织顾客organizationaldirectselling组织直销organizationalmarkets组织市场organizationalpurchasing组织采购organizationalstructure组织结构outdoorenthusiasts户外运动爱好者out-of-homemedia户外广告媒体overallcostleadership全面成本领先overheads日常开支overseasdirectinvestment海外直接投资ownershipofnewproduct新产品所有权packaging包装panelofexperts专家小组parentage渊源partiesinvolved交换中的各方paymentterms支付条款pay-offcontrol支出控制penetrationpricing渗透定价Pepsi-Cola百事可乐perceivedcustomervalue顾客感知价值perceivedquality感知到的质量perceivedvalue感知到的价值percentageofsalespromotionbudgetingmetho d销售额百分比促销预算法perceptionsofconsumers消费者感知/理解perceptual(product)positioning感知（产品）定位perceptualmap感知图perceptualorganization感知组织perceptualvigilance感性的警惕performancedimension业绩标准performanceevaluation业绩评估performancemeasures表现/业绩测度performanceobjective绩效目标performancestandards绩效标准performance功能perishability非持久性personalselling人员推销personalsources个人的信息来源personneldevelopment人力资源开发persuasive说服性的pharmaceuticalsindustry医药行业physical(product)positioning物理（产品）定位physicaldescriptors物理变量physicaldistribution实物分销Pillsbury皮尔斯博瑞pioneers先入者PizzaHut必胜客placeutility地点效用planningandcontrolsystemareaaudit计划与控制系统领域的审计pointofsaleinformation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populationtrends人口趋势portfoliomodelsforresourceallocation资源配置的资产组合模式positionintensity地位集中程度positioning定位possessionutility拥有效用post-purchasedissonance购买后的不协调post-purchaseevaluation购买后评估post-purchase/after-saleservice售后服务potentialadvantages潜在优势potentialcustomer潜在顾客potentialmarket潜在市场potentialtargetmarket潜在目标市场powerindistribution分销权力powerofbuyers购买者能力powerofsuppliers供应商能力predatorypricing掠夺性定价法pre-emptingscarceresources先占稀缺资源preferentialtreatment特惠待遇premiums额外奖励presentcompetitors现有的竞争者presentingsalesmessage提供销售信息pre-testmarketresearch测试前市场研究pricediscrimination价格歧视priceelasticityofdemand需求的价格弹性pricefixing价格设定priceleaders价格领导者pricelining价格排列定价法pricepromotion价格促销pricequotation报价pricesensitivity价格敏感度pricestructure价格结构price价格price/earningsration价格/收益比price-offpromotions降价促销price-settingprocess定价过程pricingadjustments定价调整pricingpolicies价格策略pricing定价primarydemand基本需求primarysources第一类/主要数据printmedia印刷媒体private/for-profitorganization私营/盈利性组织PRIZM(PotentialRatingIndexforZipMarkets)按邮政区划为基础的潜力等级指数proactivenew-productdevelopmentstrategy 进取型新产品开发战略probabilitysampling概率抽样problemformulation界定问题problemidentification确定问题processmanagement过程管理Procter&Gamble(P&G)宝洁公司productline产品线productavailability产品的可获得性productcategory产品类别productclass产品类别productdecisions产品决策productdesign产品设计productdevelopment产品开发productdimensionorattributes产品维度/属性productevolution产品演变productfeatures产品特征productintentshare产品倾向份额productleadership产品领导能力productlifecycle(PLC)产品生命周期productlifecyclecurve产品生命周期曲线productline产品线productmanageraudit产品经理审计productoffering供应品productorganizaitonofsalesforce按产品组织销售队伍productpolicies产品策略productpositioning产品定位productquality产品质量productscope产品范围productspace产品位置productspecifications产品规格productsystems产品体系producttype产品类型productusage产品用途product产品product(ion)-orientedorganization产品/生产导向型组织production生产product-linepricingadjustments产品线定价调整product-managementorganizationalstructure产品管理组织结构product-marketentrycontrol产品－市场进入控制product-relatedbehavioraldescriptors与产品相关的行为变量product'smarketcharacteristics产品的市场特征product-usetesting产品使用测试pro-environment环保profitimpactofmarketstrategy(PIMS)市场战略的利润影响profitabilityanalysis盈利性分析profitability盈利性/盈利能力profitablesurvivorstrategy有利可图的生存者战略project-companyresourcecompatibility项目与公司资源的协调性projectedprofit-and-lossstatement预计损益表projectivetests投影测试promotiondecisions促销决策promotionmix促销组合promotionpolicies促销策略promotion促销promotionalallowance促销折让promotionaleffort促销努力promotionalpricing促销定价promptness及时性propectorstrategy探索型战略prospectingforcustomers寻找顾客psycho-graphics心理统计特征psychologicalcost心理成本psychologicalpricing心理定价法publicorganization公共组织publicrelations公共关系publicutilities公共设施publicity公共宣传pullstrategyforcontrolofdistributionchan nels分销渠道控制的拉式战略pupildilation瞳孔扩张purchasepredisposition购买倾向purchasingagent采购代理purchasingcontract采购合同purchasingmanager/agent采购经理／代理purchasingpowerparity(PPP)购买力平价指数pushmoney/spiffs佣金pushstrategyforcontrolofdistributionchan nels分销渠道控制的推式战略qualifyingprospects审查潜在顾客资格qualitydimensions质量维度quality质量quantitydiscount数量折扣questionmarks问题类questioning询问法quotas定额R&Dexpenditure研究开发战略raceandethnicorigin种族和民族rackjobbers供应超级市场的批发商radio无线电广播rankordering排序rateofadoption采购率rate-of-return/targetreturnpricing回报率/目标回报定价法rationalappeals理性诉求rationale基本原理rawmaterials原材料reactiveandproactiveresponses反应及前摄策略reactivenew-productdevelopmentstrategy reactorstrategy反应型战略realestate房地产rebates回扣recalltests记忆测试receiver接收者reciprocity利益互惠recognitionofproblem/need发现问题/需求recognitiontests认知测试recreation娱乐业recruitmentandselection招聘与选拔recyclingofpackaging包装回收（利用）Reebok锐步referencegroup参照群体referentpower参照权refocus巩固refunds退款refusaltodeal拒绝经营regressionanalysis回归分析法regulation管制related/concentricdiversification相关/同心多元化relationalVMSs相关式垂直营销系统relativeattractivenessofdecliningmarkets 衰退市场的相对吸引力relativemarketpotential相对市场潜力relativemarketshare相对市场份额reliability可靠性repeatpurchasebehavior重复购买行为repetition重复repositionings重新定位产品requirementsplanning需求计划re-seller中间商residentbuyers常驻采购员resourceallocation/deployment资源配置responsestrategies反应策略responsetocommunication传播响应responsivestrategy反应型新产品开发战略responsiveness响应性retailcoveragestrategy零售范围战略RetailIndex零售指数retailoutlets零售店retailsales零售额retailerco-operatives零售商合作社retailer零售商retailingtrends零售趋势ReturnonEquity(ROE)权益回报率ReturnonInvestment(ROI)投资回报率ReturnonNetAssets(RONA)净资产回报率reverseengineering反向工程rewardsystems奖励系统rivalrydeterminants竞争决定因素rivalry竞争对手RobertMiles罗伯特·迈尔斯Rockwell洛克威尔Rolex劳力士Rolls-Royce劳斯莱斯roster名册salary薪金salesagents销售代理商salesanalysisbycustomer顾客销售分析salesanalysisbyordersize订货规模的销售分析salesanalysisbyproduct产品销售分析salesanalysisbyterritory区域销售分析salesanalysis销售分析salesforcasting销售预测salesforceestimates销售人员估计salesforcesize销售队伍规模salesforce销售队伍salesforecasting销售预测salesmanagement销售管理salesorganization销售组织salesperformance销售表现/业绩salespersonnelincentives销售人员激励salespersonnel销售人员salesplanning销售计划salespotential销售潜力salespromotion销售促进/促销salesterritory销售地区salestrends销售趋势sales销售额sales/pricereduction销售/价格下降sampledesign样本设计samplesize样本大小sampling抽样sampling提供样品scaleefficiency规模效率scaledmeasures比例测度scoringmodels评判模型screeningofideas创意筛选sealedbidding招标Sears西尔斯secondarysources第二类/次要数据second-but-betternew-productdevelopments trategy后者居上型新产品开发战略security证券业segmentationandtargeting细分与目标选择segmentationcriteria细分标准segmentationdescriptors市场细分变量segmentation市场细分Seiko日本精工株式会社（全球着名的打印机生产商）selectivedemand选择性需求selectivedistribution选择分销selectiveexposure选择性接触selectiveperception选择性感知/理解selectiveretention选择性保留self-employedperson独立经营的个人self-managingteams自我管理团队self-oriented自我导向型sellinggroups销售团队sellingproposition销售计划/提议selling推销/销售serviceability适用性serviceschannels服务渠道servicingproducts服务产品servicingtheaccount客户服务settingquotas确定定额shake-outstage动荡阶段sharedprograms/facilities分享计划/设备share-growthstrategiesforfollowers追随者的市场份额增长战略shareholdervalue股东价值share-maintenance份额保持ShermanAct,USA美国谢尔曼法案shoppinggoods消费品short-termmemory短期记忆signalvehicle/carrier信号载体simulatedtestmarketing模拟市场测试single-factorindex单因素指数法single-linemass-merchandiserstores单一类型产品专营连锁店SKF瑞典轴承公司sleepwalker/contentedunderachievers梦游者/很容易满足的人slottingallowance安置津贴socialacceptability社会可接受性socialclass社会阶层socialobjectives社会目标socioculturalenvironment社会文化环境softgoods非耐用品softtechnology软技术soleownershipentrystrategy独享所有权的进入战略Sony索尼sourcecredibility信息来源的可信度source广告信息来源sourcesofdata数据来源sourcesofnew-productideas新产品创意来源specialitygoods特殊品specialityretailers专营零售商specialitystores专营商店specialization专门化spokesperson代言人stars明星类statementofjobqualifications工作要求说明stocklevels库存水平strategiccontrol战略控制strategicfit战略协调性strategicgroup战略组strategicinertia战略惯性strategicintent/objective战略目标strategicmarketingprogram战略营销计划strategicpricingobjectives战略定价目标strategicwithdrawal战略撤退strategyconstraints战略影响因素strategyformulationandimplementation战略制定和实施strategyimplementation战略实施strategyreassessment战略重估subculture亚文化substitutegoods替代品substitutionthreat替代产品的威胁successrates成功率supermarkets超级市场supplementarymedia辅助性广告媒体suppliers'bargainingpower供应商的讨价还。
市场营销的十三班专业术语翻译=6-10章
第六章OBJECTIVE11.Business buyer behavior[p192] 企业购买行为2.business buying process[p192]业务购买流程3.derived demand[p193]派生需求4.Supplier development[p194] 供应商开发Straight rebuy[p197] 直重复购买 6.modified rebuy[p197] 修整再购new task[p197]新购 8.Systems selling（solutions selling）[p197]系统销售(解决方案销售）9.buying center[p198]采购中心 ers[p198] 用户11.Influencers[p198] 影响着12.buyers[p198] 买家13.deciders[p198]决定者14.Gatekeepers[p198] 守门人15.Problem recognition[p200] 一般需求描述 16.General need description[p201] 产品规格17.Product specification[p201] 供应商搜索 18.Supplier search[p201] 提案征集19.Proposal solicitation[p202] 供应商选择 20.supplier selection[p202]命令规范:21.Order-routine specification[p203]命令规范22.Performance review[p203] 绩效考核 23.E-procurement[p204]采购:24.Institutional market[p205] 机构市场ernment market[p206]政府市场第七章Market segmentation 市场细分market targeting 选择目标市场differentiation 差异化positioning 市场定位Geographic segmentation 地理细分demographic segmentation 人口细分age and life-cycle segmentation 年龄和生命周期细分gender segmentation 性别细分income segmentation 收入细分psychographic segmentation 心理细分behavioral segmentation行为细分occasion segmentation 时机细分benefit segmentation 利益细分Intermarket segmentation 跨市场细分Target market 目标市场undifferentiated(mass)marketing 无差异（大众）营销differentiated(segmented)marketing 差异化（细分市场）营销concentrated(niche)marketing 集中化（缝隙）营销micromarketing 微观市场营销local marketing 地域营销individual marketing 个人营销Product position 产品定位competitive advantage 竞争优势value proposition 价值主张position statement 定位陈述第八章P roduct产品 Service服务 Consumer product消费品Convenience product便利品Shopping product选购品Specialty product专用品Unsought product非渴求品Industrialproduct产业用品Social marketing社会营销Product quality产品质量Brand品牌Packaging包装Product line产品线Product mix（or product portfolio）产品组合Brand equity品牌资产Store brand（or private brand）品牌专卖店（自有品牌）Co-branding 品牌联合Line extension产品线延伸Brand extension品牌延伸Service intangibility服务的无形性Service inseparability服务的不可分割性Service variability服务的差异性Service perishability服务的不可储存性Service-profit chain服务利润链 Internal marketing内部营销 Interactive marketing互动营销第九章New Product Development新产品开发Idea Generation构思产生Idea Screening构思筛选Product concepts产品概念Concept tests概念测试Business Analysis商业分析Product Development产品开发Test Marketing 营销测试Commercialization商业化Product life cycle产品生命周期Style风格Fashion时尚Introduction stage介绍期Growth stage成长期Maturity stage成熟期Decline stage衰退期第十章关键术语价格 price 基于价值的定价方法 value-based pricing高价值定价 good-value pricing 价值增值定价 value-added pricing 基于成本的定价方法 cost-based pricing 固定成本 fixed cost变动成本 variable cost 总成本 total cost经验曲线(学习曲线) experience curve(learning curve) 成本加成定价法cost-plus pricing盈亏平衡定价法(目标利润定价法) break-even pricing(target profit pricing) 目标成本法 target costing 需求曲线 demand curve 价格弹性 price elasticity第六章Business buyer behavior：The buying behavior of the organizations that buy goods and services for use in the production of other products and services or to resell or rent them to other at a profit.企业购买行为:组织的购买行为是购买商品和服务用于生产其他产品和服务或转售或租用其他获利。
Marketing市场营销专业词汇中英文对照表
compensation deals 补偿处理
compensation plan 酬金方案
compensation/rewards 酬金/奖励
compensatory 补偿性的
competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势
buying behavior 购买行为
buying center 采购中心
buying inertia 购买惯性
buying intention 购买意图
buying offices 连锁商店的进货中心
buying situation 采购情况/类型
buying task 采购任务
capital gains 资本收益
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
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
contract manufacturing 契约制造业
市场营销第十一章中英双语知识点总结
制造商付给零售商的促销费，以换取以某种方式为制造商的产品提供特色的协议。
Segmented pricing
差别定价策略
Selling a product or service at two or more prices, where the difference in prices is not based on differences in costs.
Promotional pricing
促销定价
Temporarily pricing products below the list price, and sometimes even below cost. to increase short-run sales.
暂时将产品定价低于列表价格，有时甚至低于成本。增加短期销售。
定价考虑的是价格心理，而不仅仅是经济学；价格是用来形容产品的。
Reference prices
参考价格
Prices that buyers carry in their minds and refer to when they look at a given product.
购买者在考虑某一产品时所考虑的价格。
pays the freight from the factory to the destination.
Marketing市场营销专业词汇中英文对照表
市场营销专业词汇中英文对照表Marketing Management营销管理New Products Development新产品开发Service Industry Marketing服务业营销Advertising广告Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道Public Relationship公共关系Consumer Behavior消费者行为Systems of Management Information管理信息系统Marketing Research营销调研accessibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略positioning定位market segmentation市场细分sales promotion销售促进advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising reach 广告接受人数advertising message 广告信息advertising source 广告信息来源agent middleman 代理商allowance 折让alteration 退换American Marketing Association 美国营销协会annual marketing plan 年度营销计划assurance 保证attitudes of consumers 消费者态度availability 可获得性/供货能力awareness （产品）知晓度/知名度baby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码barter 实物交易basic physical needs 基本生理需要BCG Grow-Share Matrix 波士顿增长-份额矩阵before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试blue collars 蓝领bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand's equity 品牌的价值break-even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度bribery 贿赂British Airways 英国航空公司brokers 经纪人budgeting 预算bundle 捆绑Bureau of Census 人口统计局business strength rating 商业能力评分business plan 商业计划business position 经营地位business sector 商业部门business services markets 商业服务市场business strategies 经营战略business unit strategy 经营单位战略buyback allowances 回购折让buyback arrangements 产品返销buyers' bargaining power 买方的讨价还价能力buyers 采购者buying behavior 购买行为buying center 采购中心buying inertia 购买惯性wordbuying intention 购买意图buying offices 连锁商店的进货中心buying situation 采购情况/类型buying task 采购任务capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel conflicts 渠道冲突channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道choice criteria 选择标准closing a sale 结束销售clothing retailers 服装零售商co-branding 联合品牌code of ethics （职业）道德标准coercive power 强制权cognitive dissonance 认识的不协调collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体company personnel 公司员工comparative advertisements 比较广告comparison of brands 品牌比较compensation deals 补偿处理compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 补偿性的competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive (supply-side) evolution 竞争（供方）演变competitive factors 竞争因素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力competitor analysis 竞争者分析complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场computerized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型consumer decision-making 消费者（购买）决策consumer goods channels 消费品分销渠道consumer goods 消费品consumer markets 消费品市场consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers' perceptions 消费者感知consumption 消费contests 竞赛contingency planning 权变计划contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统wordcontribution margin analysis 边际贡献（贡献毛利）分析contribution margin 边际贡献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 服务的便利性core benefit proposition (CBP) 核心利益方案/提议corollary-data method 推定数据法corporate HQ 公司总部corrective action 矫正行动cost analysis 成本分析cost effectiveness 成本有效性cost leadership strategy 成本领先战略cost of capital 资本成本cost of goods sold (COGS) 产品销售成本cost reductions 降低成本产品cost-and-volume relationship 成本-数量关系cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益costs of competitors 竞争者成本costs of distribution 分销成本counter trade 对等贸易courtesy 礼貌coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing 习惯性定价法customer analysis 顾客分析customer contact 顾客接触customer demand 顾客需求customer intimacy 顾客亲密度customer loyalty 顾客忠诚度customer need 顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客服务customer-oriented pricing 顾客导向定价法customers' perception 顾客感知data confidentiality 数据保密data research 数据研究data sources 数据来源dealers 经销商deceptive advertisements 欺骗性广告deciders 决策者declining markets 衰退市场decoding 解码defect rate 缺陷率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略defensive positioning 防御性定位delivery time 交付时间delivery 配送demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 可靠性deregulation 放松管制descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants 决定因素different responses 差别反应differentiated marketing 差异化营销differentiation over time 不同时间的差异differentiation strategy 差异化战略differentiation 差异化diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度direct costing profitability analysis 直接成本盈利性分word析direct mail 直接邮寄direct marketing via advertising media 通过广告媒体的直接营销direct marketing 直接营销direct product profitability (DPP) 直接产品盈利性/利润率direct selling 直销discount rate 贴现率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价策略discriminant analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视定价调整disjunctive model 分离模型display space 陈列空间disposable income 可支配收入dissonance-attribution hierarchy 不和谐-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销策略distribution 分销distributor/store (private labels) brands 分销商/私有品牌distributors 分销商diversification 多元化divest 撤退divest 出让divestment or liquidation 收回投资或清算dividend 红利domestic target marketing strategies 国内目标市场定位的营销战略dropping products 放弃产品dual/two channel distribution systems 双重分销系统durability 耐用性early vs late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素economic power 经济权economies of scale 规模经济education services 教育服务effectiveness 有效性efficiency 效率emergency goods 急需品emotional appeals 情感诉求empathy 移情作用empirical evidence 经验性实例empowerment 授权encoding 编码end use 最终使用endorsement 赞同engineering （产品）工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit （公司）伦理审计ethics of marketing 营销伦理道德ethnic composition 种族构成European Community 欧共体evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估event sponsorship 事件赞助event 活动everyday low-price (EDLP) 天天低价evoked set 引发的组合evolution of market 市场演变wordexchange 交换exclusive dealing 独家销售exclusive distribution 独家分销executive summary 执行摘要exhibition media 展示广告媒体existing market 现有市场exit barriers 退出壁垒expansion path 扩张途径expectation measures （顾客）预期测度expectations of customers 顾客期望expected unit sales 预计产量expected value 期望价值experience curve 经验曲线experimental research 实验性研究expert power 专长权exploratory research 探索性研究export agents 出口代理（商）export jobbers 出口批发商export management company 出口管理公司export merchants 出口贸易商export 出口exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额external data sources 外部数据来源external environment 外部环境extrapolation of past sales trends 过去销售趋势推测法facilitating agencies 辅助/中介机构factor analysis 因素分析法fads 时尚family branding 家族品牌family life cycle 家庭生命周期family structure 家庭结构farm products 农产品fast-moving consumer goods (FMCG) 快速变动的消费品fear appeals 恐惧/顾虑诉求features 特征Federal Department Stores 联邦百货商店Federal Trade Code （FTC) 联邦贸易法案FedEx (Federal Express) 联邦快递feedback data 反馈数据field test marketing 实地市场测试financing 融资fisheries 渔业fit and finish 结实度与外观fixed costs 固定成本fixed salary 固定工资flanker strategy 侧翼进攻战略flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational structure 扁平的组织结构FOB origin pricing FOB产地定价法focus strategy 集中战略followers 追随者Ford 福特公司foreign middlemen 国外中间商forestry 林业formalization 形式/规范化formulate 制定fortress/position-defence strategy 防御堡垒战略Fortune 《财富》杂志forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 免费电话号码free goods 免费商品freight-absorption pricing 免收运费定价法fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全成本盈利性分析full-service wholesalers 全方位服务的批发商functional competencies and resource allocation 职能能力与资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组word织销售队伍functional organizational structure 职能型组织结构functional performance 功能性能functional strategy 职能战略games 比赛gap 差距gatekeepers 信息传递者general behavioral descriptors 一般行为变量General Electric (GE) 通用电气General Foods Corporation 通用食品general merchandise discount chains 大众商品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布geographical organization of sales force 按地区组织销售队伍Gillette 吉列剔须刀global adjustments 全球调整global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制global markets 全球市场global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场globalization 全球化global-market expansion 全球市场扩张goals 总目标going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制greenhouse effect 温室效应grey market 灰色市场gross domestic product (GDP) 国内生产总值gross margin 毛利gross national product (GNP) 国民生产总值gross profit 毛利gross rating points (GRPs) 总级别指数group/category product manager 类别产品经理growing markets 成长市场growth rate of market 市场增长率growth stage of product life cycle 产品生命周期的成长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leaders 市场领导者的市场增长战略growth-market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 保证/担保guarantees 保证Gucci 古琦（世界著名时装品牌）Haagen-Dazs 哈根达斯hard technology 硬技术Harvard Business Review 《哈佛商业评论》harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations (HMOs) （美国）卫生保健组织heavy buyer 大客户Heileman Brewing CompanyHeinz 亨氏食品helpfulness 有益性Henkel 汉高Hertz 赫兹（美国汽车租赁巨头）Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商wordhigh market share global strategy 高市场份额全球战略high-contact service system 高接触服务系统high-involvement product 高参与产品high-involvement purchase 高参与购买hight market share 高市场份额战略Hilton 希尔顿Holiday Inns 假日旅馆homogeneous market 同质市场Honda 本田household/family life cycle 家庭生命周期household 家庭hybrid technology 混合技术idea generation 创意的产生/生成ideas for new products 新产品创意/构想idea-screening process 创意筛选过程identification of segments 识别细分市场Illinois Tool Works 伊利诺斯工具厂image pricing 形象定价imitative positioning 模仿定位imitative strategy 模仿战略impact evaluation 影响评估impersonal sources 非个人的信息来源implementation and control of marketing programs 营销计划的执行和控制implementation 实施improvements in or revisions of existing products 现有产品的改良或修正impulse buying 冲动购买impulse goods 冲动购买品incentives 激励income 收入increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接成本盈利性分析individual brand 个别品牌individual value 个人价值industrial goods & services 工业产品和服务industrial goods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-business position matrix 行业吸引力-业务地位矩阵industry dynamics 产业动态industry evaluation 产业评估industry evolution 产业演变inelastic 缺乏价格弹性influences 影响者info-communications industry 信息通信行业infomercials 商业信息广告information age 信息时代information search 信息搜集information technology 信息技术information 信息informative 告知性的ingredient 成份in-home personal interview 个人家庭访谈in-house use tests 内部使用测试innovation 创新innovativeness 创新性installation 设施in-store display 店内展示in-store positioning 店内布局in-store promotion 店内促销intangibles 无形integrated marketing communication plan (IMC) 整合营销传播计划integration of perception 感知整合integration 整合Intel 因特尔intensity of market position 市场地位的集中程度intensity 集中程度intensive distribution 密集型分销interactions across multiple target markets 多目标市场间的相互作用interactive media 交互式媒体interest rates 利率internal data sources 内部数据来源internal marketing 内部营销wordinternal organizational structure 内部组织结构international advertising 国际广告international channels 国际分销渠道international division 国际分部international marketing 国际营销international organizational design 国际组织设计internationalization of services 服务的国际化introductory stage of product life cycle 产品生命周期的推出阶段inventory level 库存水平investor relations advertising 投资关系广告issue advertising 观点广告jobbers 批发商Johnson & Johnson 强生joint ventures 合资jury of executive opinion 行政管理人员群体意见法just noticeable difference (JND) 恰巧注意到的差异just-in-time (JIT) management system 准时制管理体系just-in-time purchasing arrangements 及key account management 主要客户管理key accounts 关键客户key benefits 核心利益key environmental issue identification 确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户laboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级结构legal services 法律服务legislation 立法legitimate power 法定权level of compensation 酬金水平level of technical sophistication 技术的复杂程度Levi Strauss 李维·史特劳斯Levi's 列维斯（全球最大的牛仔服制造商）lexicographic model 词典编纂模型lifestyle 生活方式limited-service wholesalers 有限服务的批发商line extension 产品线扩展line filling 产品线填充line stretching 产品线延伸list price 订价Loyd's of London 伦敦劳埃德保险公司localization strategy 本地化战略location pricing 场所定价location 位置lodging 房屋出租logistical alliances 后勤联盟long-term memory 长期记忆lost customer 失去的顾客Louis Vuitton 路易·威登（法国著名时尚品牌）low-contact service system 低接触服务系统low-cost defender 低成本防御型low-cost position 低成本地位low-involvement hierarchy 低参与程度层级结构macro risks 宏观风险macro-environment 宏观环境macro-segmentation 宏观细分mail-order retailers 邮购零售商maintaining market share 保持市场份额maintenance strategy 保持战略management overhead 管理费mandatory adaptation 强制性适应manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives 生产商的代理商/销售代表manufacturers' export agents (MEA) 制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/分支机构manufacturing process 制造过程manufacturing 制造业market aggregation strategy 整体市场战略market attractiveness factors 市场吸引力因素market attractiveness 市场吸引力market attractiveness/business position matrix 市场吸引力/业务地位矩阵wordmarket circumstances 市场环境market demographics 市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战略market exclusion 市场排斥market expansion strategy 市场扩张战略market factors 市场因素market followers 市场跟随者market growth rate 市场增长率market hierarchy 市场等级market inclusion 市场纳入market leaders 市场领导者market measurement 市场测量market opportunity analysis 市场机会分析market oriented 以市场为导向的market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜力测度market research 市场研究market segment 细分市场market segmentation 市场细分market share 市场份额market targeting 目标市场选择market 市场marketability 市场开拓能力market-entry strategies 市场进入战略marketing action plan 营销行动计划marketing audit 营销审计marketing channel 营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制marketing decision support systems (MDSS) 营销决策支持系统marketing environment audit 营销环境审计marketing flows and functions 营销过程和职能marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响marketing information system 营销信息系统marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合marketing policy 营销策略marketing productivity area audit 营销生产力领域的审计marketing program components 营销计划内容marketing program 营销计划/方案marketing relationship 营销关系marketing research 营销研究marketing strategy 营销战略market-management organizational structure 市场管理组织结构mark-up price 产品/溢价价格Marlboro 万宝路Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场渗透战略mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构Mitsubishi 日本松下电子mature conformists 成熟的随大流者mature markets 成熟市场mature stage of product life cycle 产品生命周期的成熟阶段McDonald's 麦当劳McDonnell Douglas 麦道公司MCI电讯公司（前世界通信公司）MDSS (Marketing-Decision Support System) 市场决策支持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准media audiences 媒体受众medical and health services 医疗卫生服务Medico Containment Serviceswordmemory of consumers 消费者记忆Mercedes-Benz 梅赛德斯-奔驰Mercer Management Consulting 美国美智管理顾问公司merchandising 推销merchant middlemen 国内贸易中间商merchant wholesalers 商业批发商message structure 信息结构Michael Porter 迈克尔-波特micro risks 微观风险microsegmentation 微观细分Miller Tyding ACT, USA 米勒·泰丁法案minging 矿业Minnesota Mining and Manufacturing Company (3M) 明尼苏达矿业和制造公司Minolta 美能达miscellaneous sources 多方面来源mission 宗旨missionary selling 推销式销售Mitsubishi Heavy Industries 三菱重工modified rebuy 调整再购mono segment positioning 单一细分市场定位Monsanto 孟山都农业生物技术公司moral appeals 伦理/道德诉求morals 道德Motorola 摩托罗拉multichannel distribution 多渠道分销multidimensional scaling 多维等级法multilevel selling 多级销售multinational corporations (MNCs) 跨国公司multiple test markets 多测试市场multiple-brand strategy 多品牌战略multiple-factor index 多因素指数法multisegment positioning 多重细分市场定位mutual trust 相互信任national account management 全国性客户管理national market 国内市场National Semiconductor 美国国家半导体公司natural products 天然产品NEC 日本电子Nescafé雀巢咖啡Nestlé雀巢net sales 净销售额network computer (NC) 网络计算机new business selling 新业务销售new buy 购入新产品new entrants 新进入者new markets 新市场new materials 新材料New Prod screening model 新普罗德筛选模型new product lines 新产品线new products 新产品new-product development 新产品开发new-product ideas 新产品创意Newsweek 《新闻周刊》new-task buying 全新采购new-to-the-world products 世界性新产品niche penetration strategy 壁龛/机会市场渗透战略niche-market strategy 壁龛市场战略Nike 耐克Nissan 尼桑no-brand brand name 无品牌的品牌名称no-frills product 无虚饰产品noise in communication system 传播系统中的噪音non-financial rewards 非物质性奖励措施non-probability sampling 非概率抽样non-profit organization 非盈利组织non-store retailing 无店铺零售业number of stock-outs 迟滞数目object-and-task method of promotion budgeting 目标-任务促销预算法objectives and strategy area audit 目标与战略领域的审计objectives 具体目标observation 观察法occupancy costs 房屋占用成本occupation/position 职业/职位odd pricing 奇/余数定价法wordOEM (original equipment manufacturer) 原始设备制造商overall quality 总体质量off-invoice discounts 发票之外的折扣offsets 抵消交易Omega 欧米加on-air testing 广播测试OPEC (Organization of Petroleum Exporting Countries) 欧佩克（石油输出国组织）opening relationships 建立关系operating supplies 生产供应品operational excellence 运作管理水平opinion leaders 意见领导者opportunity cost 机会成本opportunity identification 机会识别opportunity/threat matrix 机会/威胁矩阵order cycle time 订货周期order processing 订单处理organizational level 组织层次organizational requirement planning 组织需求计划organization area audit 组织领域的审计organization buying center 组织采购中心organizational customer 组织顾客organizational direct selling 组织直销organizational markets 组织市场organizational purchasing 组织采购organizational structure 组织结构outdoor enthusiasts 户外运动爱好者out-of-home media 户外广告媒体overall cost leadership 全面成本领先overheads 日常开支overseas direct investment 海外直接投资ownership of new product 新产品所有权packaging 包装panel of experts 专家小组parentage 渊源parties involved 交换中的各方payment terms 支付条款pay-off control 支出控制penetration pricing 渗透定价Pepsi-Cola 百事可乐perceived customer value 顾客感知价值perceived quality 感知到的质量perceived value 感知到的价值percentage of sales promotion budgeting method 销售额百分比促销预算法perceptions of consumers 消费者感知/理解perceptual (product) positioning 感知（产品）定位perceptual map 感知图perceptual organization 感知组织perceptual vigilance 感性的警惕performance dimension 业绩标准performance evaluation 业绩评估performance measures 表现/业绩测度performance objective 绩效目标performance standards 绩效标准performance 功能perish ability 非持久性personal selling 人员推销personal sources 个人的信息来源personnel development 人力资源开发persuasive 说服性的pharmaceuticals industry 医药行业physical (product) positioning 物理（产品）定位physical descriptors 物理变量physical distribution 实物分销Pillsbury 皮尔斯博瑞pioneers 先入者Pizza Hut 必胜客place utility 地点效用planning and control system area audit 计划与控制系统领域的审计point of sale information 销售点信息point-of-purhcase (POP) promotion 采购点促销point-of-sales (POS) data 销售点数据pontificator 保守派popularity 通用性population trends 人口趋势portfolio models for resource allocation 资源配置的资产组合模式position intensity 地位集中程度positioning 定位possession utility 拥有效用post-purchase dissonance 购买后的不协调post-purchase evaluation 购买后评估post-purchase/after-sale service 售后服务potential advantages 潜在优势potential customer 潜在顾客potential market 潜在市场potential target market 潜在目标市场power in distribution 分销权力power of buyers 购买者能力power of suppliers 供应商能力predatory pricing 掠夺性定价法pre-empting scarce resources 先占稀缺资源preferential treatment 特惠待遇premiums 额外奖励present competitors 现有的竞争者presenting sales message 提供销售信息pre-test market research 测试前市场研究price discrimination 价格歧视price elasticity of demand 需求的价格弹性price fixing 价格设定price leaders 价格领导者price lining 价格排列定价法price promotion 价格促销price quotation 报价price sensitivity 价格敏感度price structure 价格结构price 价格price/earnings ration 价格/收益比price-off promotions 降价促销price-setting process 定价过程pricing adjustments 定价调整pricing policies 价格策略pricing 定价primary demand 基本需求primary sources 第一类/主要数据print media 印刷媒体private/for-profit organization 私营/盈利性组织PRIZM (Potential Rating Index for Zip Markets) 按邮政区划为基础的潜力等级指数proactive new-product development strategy 进取型新产品开发战略probability sampling 概率抽样problem formulation 界定问题problem identification 确定问题process management 过程管理Procter & Gamble (P&G) 宝洁公司product line 产品线product availability 产品的可获得性product category 产品类别product class 产品类别product decisions 产品决策product design 产品设计product development 产品开发product dimension or attributes 产品维度/属性product evolution 产品演变product features 产品特征product intent share 产品倾向份额product leadership 产品领导能力product life cycle (PLC) 产品生命周期product life cycle curve 产品生命周期曲线product line 产品线product manager audit 产品经理审计product offering 供应品product organizaiton of salesforce 按产品组织销售队伍product policies 产品策略product positioning 产品定位product quality 产品质量product scope 产品范围product space 产品位置product specifications 产品规格product systems 产品体系product type 产品类型product usage 产品用途product 产品product(ion)-oriented organization 产品/生产导向型组织production 生产product-line pricing adjustments 产品线定价调整product-management organizational structure 产品管理组织结构product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品的市场特征product-use testing 产品使用测试pro-environment 环保profit impact of market strategy (PIMS) 市场战略的利润影响profitability analysis 盈利性分析profitability 盈利性/盈利能力profitable survivor strategy 有利可图的生存者战略project-company resource compatibility 项目与公司资源的协调性projected profit-and-loss statement 预计损益表projective tests 投影测试promotion decisions 促销决策promotion mix 促销组合promotion policies 促销策略promotion 促销promotional allowance 促销折让promotional effort 促销努力promotional pricing 促销定价promptness 及时性propector strategy 探索型战略prospecting for customers 寻找顾客psycho-graphics 心理统计特征psychological cost 心理成本psychological pricing 心理定价法public organization 公共组织public relations 公共关系public utilities 公共设施publicity 公共宣传pull strategy for control of distribution channels 分销渠道控制的拉式战略pupil dilation 瞳孔扩张purchase predisposition 购买倾向purchasing agent 采购代理purchasing contract 采购合同purchasing manager/agent 采购经理／代理purchasing power parity (PPP) 购买力平价指数push money/spiffs 佣金push strategy for control of distribution channels 分销渠道控制的推式战略qualifying prospects 审查潜在顾客资格quality dimensions 质量维度quality 质量quantity discount 数量折扣question marks 问题类questioning 询问法quotas 定额R & D expenditure 研究开发战略race and ethnic origin 种族和民族rack jobbers 供应超级市场的批发商radio 无线电广播rank ordering 排序rate of adoption 采购率rate-of-return/target return pricing 回报率/目标回报定价法rational appeals 理性诉求rationale 基本原理raw materials 原材料reactive and proactive responses 反应及前摄策略reactive new-product development strategyreactor strategy 反应型战略real estate 房地产rebates 回扣recall tests 记忆测试receiver 接收者reciprocity 利益互惠。
Marketing市场营销专业词汇中英文对照表
市场营销专业词汇中英文对照表Marketing Management营销管理New Products Development新产品开发Service Industry Marketing服务业营销Advertising广告Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道Public Relationship公共关系Consumer Behavior消费者行为Systems of Management Information管理信息系统Marketing Research营销调研accessibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略positioning定位market segmentation市场细分sales promotion销售促进advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising reach 广告接受人数advertising message 广告信息advertising source 广告信息来源agent middleman 代理商allowance 折让alteration 退换American Marketing Association 美国营销协会annual marketing plan 年度营销计划assurance 保证attitudes of consumers 消费者态度availability 可获得性/供货能力awareness （产品）知晓度/知名度baby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码barter 实物交易basic physical needs 基本生理需要BCG Grow-Share Matrix 波士顿增长-份额矩阵before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试blue collars 蓝领bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand's equity 品牌的价值break-even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度bribery 贿赂British Airways 英国航空公司brokers 经纪人budgeting 预算bundle 捆绑Bureau of Census 人口统计局business strength rating 商业能力评分business plan 商业计划business position 经营地位business sector 商业部门business services markets 商业服务市场business strategies 经营战略business unit strategy 经营单位战略buyback allowances 回购折让buyback arrangements 产品返销buyers' bargaining power 买方的讨价还价能力buyers 采购者buying behavior 购买行为buying center 采购中心buying inertia 购买惯性buying intention 购买意图buying offices 连锁商店的进货中心buying situation 采购情况/类型buying task 采购任务capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel conflicts 渠道冲突channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道choice criteria 选择标准closing a sale 结束销售clothing retailers 服装零售商co-branding 联合品牌code of ethics （职业）道德标准coercive power 强制权cognitive dissonance 认识的不协调collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体company personnel 公司员工comparative advertisements 比较广告comparison of brands 品牌比较compensation deals 补偿处理compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 补偿性的competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive (supply-side) evolution 竞争（供方）演变competitive factors 竞争因素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力competitor analysis 竞争者分析complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场computerized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型consumer decision-making 消费者（购买）决策consumer goods channels 消费品分销渠道consumer goods 消费品consumer markets 消费品市场consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers' perceptions 消费者感知consumption 消费contests 竞赛contingency planning 权变计划contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际贡献（贡献毛利）分析contribution margin 边际贡献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 服务的便利性core benefit proposition (CBP) 核心利益方案/提议corollary-data method 推定数据法corporate HQ 公司总部corrective action 矫正行动cost analysis 成本分析cost effectiveness 成本有效性cost leadership strategy 成本领先战略cost of capital 资本成本cost of goods sold (COGS) 产品销售成本cost reductions 降低成本产品cost-and-volume relationship 成本-数量关系cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益costs of competitors 竞争者成本costs of distribution 分销成本counter trade 对等贸易courtesy 礼貌coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing 习惯性定价法customer analysis 顾客分析customer contact 顾客接触customer demand 顾客需求customer intimacy 顾客亲密度customer loyalty 顾客忠诚度customer need 顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客服务customer-oriented pricing 顾客导向定价法customers' perception 顾客感知data confidentiality 数据保密data research 数据研究data sources 数据来源dealers 经销商deceptive advertisements 欺骗性广告deciders 决策者declining markets 衰退市场decoding 解码defect rate 缺陷率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略defensive positioning 防御性定位delivery time 交付时间delivery 配送demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 可靠性deregulation 放松管制descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants 决定因素different responses 差别反应differentiated marketing 差异化营销differentiation over time 不同时间的差异differentiation strategy 差异化战略differentiation 差异化diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度direct costing profitability analysis 直接成本盈利性分析direct mail 直接邮寄direct marketing via advertising media 通过广告媒体的直接营销direct marketing 直接营销direct product profitability (DPP) 直接产品盈利性/利润率direct selling 直销discount rate 贴现率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价策略discriminant analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视定价调整disjunctive model 分离模型display space 陈列空间disposable income 可支配收入dissonance-attribution hierarchy 不和谐-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销策略distribution 分销distributor/store (private labels) brands 分销商/私有品牌distributors 分销商diversification 多元化divest 撤退divest 出让divestment or liquidation 收回投资或清算dividend 红利domestic target marketing strategies 国内目标市场定位的营销战略dropping products 放弃产品dual/two channel distribution systems 双重分销系统durability 耐用性early vs late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素economic power 经济权economies of scale 规模经济education services 教育服务effectiveness 有效性efficiency 效率emergency goods 急需品emotional appeals 情感诉求empathy 移情作用empirical evidence 经验性实例empowerment 授权encoding 编码end use 最终使用endorsement 赞同engineering （产品）工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit （公司）伦理审计ethics of marketing 营销伦理道德ethnic composition 种族构成European Community 欧共体evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估event sponsorship 事件赞助event 活动everyday low-price (EDLP) 天天低价evoked set 引发的组合evolution of market 市场演变exchange 交换exclusive dealing 独家销售exclusive distribution 独家分销executive summary 执行摘要exhibition media 展示广告媒体existing market 现有市场exit barriers 退出壁垒expansion path 扩张途径expectation measures （顾客）预期测度expectations of customers 顾客期望expected unit sales 预计产量expected value 期望价值experience curve 经验曲线experimental research 实验性研究expert power 专长权exploratory research 探索性研究export agents 出口代理（商）export jobbers 出口批发商export management company 出口管理公司export merchants 出口贸易商export 出口exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额external data sources 外部数据来源external environment 外部环境extrapolation of past sales trends 过去销售趋势推测法facilitating agencies 辅助/中介机构factor analysis 因素分析法fads 时尚family branding 家族品牌family life cycle 家庭生命周期family structure 家庭结构farm products 农产品fast-moving consumer goods (FMCG) 快速变动的消费品fear appeals 恐惧/顾虑诉求features 特征Federal Department Stores 联邦百货商店Federal Trade Code （FTC) 联邦贸易法案FedEx (Federal Express) 联邦快递feedback data 反馈数据field test marketing 实地市场测试financing 融资fisheries 渔业fit and finish 结实度与外观fixed costs 固定成本fixed salary 固定工资flanker strategy 侧翼进攻战略flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational structure 扁平的组织结构FOB origin pricing FOB产地定价法focus strategy 集中战略followers 追随者Ford 福特公司foreign middlemen 国外中间商forestry 林业formalization 形式/规范化formulate 制定fortress/position-defence strategy 防御堡垒战略Fortune 《财富》杂志forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 免费电话号码free goods 免费商品freight-absorption pricing 免收运费定价法fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全成本盈利性分析full-service wholesalers 全方位服务的批发商functional competencies and resource allocation 职能能力与资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍functional organizational structure 职能型组织结构functional performance 功能性能functional strategy 职能战略games 比赛gap 差距gatekeepers 信息传递者general behavioral descriptors 一般行为变量General Electric (GE) 通用电气General Foods Corporation 通用食品general merchandise discount chains 大众商品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布geographical organization of sales force 按地区组织销售队伍Gillette 吉列剔须刀global adjustments 全球调整global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制global markets 全球市场global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场globalization 全球化global-market expansion 全球市场扩张goals 总目标going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制greenhouse effect 温室效应grey market 灰色市场gross domestic product (GDP) 国内生产总值gross margin 毛利gross national product (GNP) 国民生产总值gross profit 毛利gross rating points (GRPs) 总级别指数group/category product manager 类别产品经理growing markets 成长市场growth rate of market 市场增长率growth stage of product life cycle 产品生命周期的成长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leaders 市场领导者的市场增长战略growth-market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 保证/担保guarantees 保证Gucci 古琦（世界著名时装品牌）Haagen-Dazs 哈根达斯hard technology 硬技术Harvard Business Review 《哈佛商业评论》harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations (HMOs) （美国）卫生保健组织heavy buyer 大客户Heileman Brewing CompanyHeinz 亨氏食品helpfulness 有益性Henkel 汉高Hertz 赫兹（美国汽车租赁巨头）Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商high market share global strategy 高市场份额全球战略high-contact service system 高接触服务系统high-involvement product 高参与产品high-involvement purchase 高参与购买hight market share 高市场份额战略Hilton 希尔顿Holiday Inns 假日旅馆homogeneous market 同质市场Honda 本田household/family life cycle 家庭生命周期household 家庭hybrid technology 混合技术idea generation 创意的产生/生成ideas for new products 新产品创意/构想idea-screening process 创意筛选过程identification of segments 识别细分市场Illinois Tool Works 伊利诺斯工具厂image pricing 形象定价imitative positioning 模仿定位imitative strategy 模仿战略impact evaluation 影响评估impersonal sources 非个人的信息来源implementation and control of marketing programs 营销计划的执行和控制implementation 实施improvements in or revisions of existing products 现有产品的改良或修正impulse buying 冲动购买impulse goods 冲动购买品incentives 激励income 收入increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接成本盈利性分析individual brand 个别品牌individual value 个人价值industrial goods & services 工业产品和服务industrial goods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-business position matrix 行业吸引力-业务地位矩阵industry dynamics 产业动态industry evaluation 产业评估industry evolution 产业演变inelastic 缺乏价格弹性influences 影响者info-communications industry 信息通信行业infomercials 商业信息广告information age 信息时代information search 信息搜集information technology 信息技术information 信息informative 告知性的ingredient 成份in-home personal interview 个人家庭访谈in-house use tests 内部使用测试innovation 创新innovativeness 创新性installation 设施in-store display 店内展示in-store positioning 店内布局in-store promotion 店内促销intangibles 无形integrated marketing communication plan (IMC) 整合营销传播计划integration of perception 感知整合integration 整合Intel 因特尔intensity of market position 市场地位的集中程度intensity 集中程度intensive distribution 密集型分销interactions across multiple target markets 多目标市场间的相互作用interactive media 交互式媒体interest rates 利率internal data sources 内部数据来源internal marketing 内部营销internal organizational structure 内部组织结构international advertising 国际广告international channels 国际分销渠道international division 国际分部international marketing 国际营销international organizational design 国际组织设计internationalization of services 服务的国际化introductory stage of product life cycle 产品生命周期的推出阶段inventory level 库存水平investor relations advertising 投资关系广告issue advertising 观点广告jobbers 批发商Johnson & Johnson 强生joint ventures 合资jury of executive opinion 行政管理人员群体意见法just noticeable difference (JND) 恰巧注意到的差异just-in-time (JIT) management system 准时制管理体系just-in-time purchasing arrangements 及key account management 主要客户管理key accounts 关键客户key benefits 核心利益key environmental issue identification 确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户laboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级结构legal services 法律服务legislation 立法legitimate power 法定权level of compensation 酬金水平level of technical sophistication 技术的复杂程度Levi Strauss 李维·史特劳斯Levi's 列维斯（全球最大的牛仔服制造商）lexicographic model 词典编纂模型lifestyle 生活方式limited-service wholesalers 有限服务的批发商line extension 产品线扩展line filling 产品线填充line stretching 产品线延伸list price 订价Loyd's of London 伦敦劳埃德保险公司localization strategy 本地化战略location pricing 场所定价location 位置lodging 房屋出租logistical alliances 后勤联盟long-term memory 长期记忆lost customer 失去的顾客Louis Vuitton 路易·威登（法国著名时尚品牌）low-contact service system 低接触服务系统low-cost defender 低成本防御型low-cost position 低成本地位low-involvement hierarchy 低参与程度层级结构macro risks 宏观风险macro-environment 宏观环境macro-segmentation 宏观细分mail-order retailers 邮购零售商maintaining market share 保持市场份额maintenance strategy 保持战略management overhead 管理费mandatory adaptation 强制性适应manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives 生产商的代理商/销售代表manufacturers' export agents (MEA) 制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/分支机构manufacturing process 制造过程manufacturing 制造业market aggregation strategy 整体市场战略market attractiveness factors 市场吸引力因素market attractiveness 市场吸引力market attractiveness/business position matrix 市场吸引力/业务地位矩阵market circumstances 市场环境market demographics 市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战略market exclusion 市场排斥market expansion strategy 市场扩张战略market factors 市场因素market followers 市场跟随者market growth rate 市场增长率market hierarchy 市场等级market inclusion 市场纳入market leaders 市场领导者market measurement 市场测量market opportunity analysis 市场机会分析market oriented 以市场为导向的market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜力测度market research 市场研究market segment 细分市场market segmentation 市场细分market share 市场份额market targeting 目标市场选择market 市场marketability 市场开拓能力market-entry strategies 市场进入战略marketing action plan 营销行动计划marketing audit 营销审计marketing channel 营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制marketing decision support systems (MDSS) 营销决策支持系统marketing environment audit 营销环境审计marketing flows and functions 营销过程和职能marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响marketing information system 营销信息系统marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合marketing policy 营销策略marketing productivity area audit 营销生产力领域的审计marketing program components 营销计划内容marketing program 营销计划/方案marketing relationship 营销关系marketing research 营销研究marketing strategy 营销战略market-management organizational structure 市场管理组织结构mark-up price 产品/溢价价格Marlboro 万宝路Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场渗透战略mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构Mitsubishi 日本松下电子mature conformists 成熟的随大流者mature markets 成熟市场mature stage of product life cycle 产品生命周期的成熟阶段McDonald's 麦当劳McDonnell Douglas 麦道公司MCI电讯公司（前世界通信公司）MDSS (Marketing-Decision Support System) 市场决策支持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准media audiences 媒体受众medical and health services 医疗卫生服务Medico Containment Servicesmemory of consumers 消费者记忆Mercedes-Benz 梅赛德斯-奔驰Mercer Management Consulting 美国美智管理顾问公司merchandising 推销merchant middlemen 国内贸易中间商merchant wholesalers 商业批发商message structure 信息结构Michael Porter 迈克尔-波特micro risks 微观风险microsegmentation 微观细分Miller Tyding ACT, USA 米勒·泰丁法案minging 矿业Minnesota Mining and Manufacturing Company (3M) 明尼苏达矿业和制造公司Minolta 美能达miscellaneous sources 多方面来源mission 宗旨missionary selling 推销式销售Mitsubishi Heavy Industries 三菱重工modified rebuy 调整再购mono segment positioning 单一细分市场定位Monsanto 孟山都农业生物技术公司moral appeals 伦理/道德诉求morals 道德Motorola 摩托罗拉multichannel distribution 多渠道分销multidimensional scaling 多维等级法multilevel selling 多级销售multinational corporations (MNCs) 跨国公司multiple test markets 多测试市场multiple-brand strategy 多品牌战略multiple-factor index 多因素指数法multisegment positioning 多重细分市场定位mutual trust 相互信任national account management 全国性客户管理national market 国内市场National Semiconductor 美国国家半导体公司natural products 天然产品NEC 日本电子Nescafé 雀巢咖啡Nestlé 雀巢net sales 净销售额network computer (NC) 网络计算机new business selling 新业务销售new buy 购入新产品new entrants 新进入者new markets 新市场new materials 新材料New Prod screening model 新普罗德筛选模型new product lines 新产品线new products 新产品new-product development 新产品开发new-product ideas 新产品创意Newsweek 《新闻周刊》new-task buying 全新采购new-to-the-world products 世界性新产品niche penetration strategy 壁龛/机会市场渗透战略niche-market strategy 壁龛市场战略Nike 耐克Nissan 尼桑no-brand brand name 无品牌的品牌名称no-frills product 无虚饰产品noise in communication system 传播系统中的噪音non-financial rewards 非物质性奖励措施non-probability sampling 非概率抽样non-profit organization 非盈利组织non-store retailing 无店铺零售业number of stock-outs 迟滞数目object-and-task method of promotion budgeting 目标-任务促销预算法objectives and strategy area audit 目标与战略领域的审计objectives 具体目标observation 观察法occupancy costs 房屋占用成本occupation/position 职业/职位odd pricing 奇/余数定价法OEM (original equipment manufacturer) 原始设备制造商overall quality 总体质量off-invoice discounts 发票之外的折扣offsets 抵消交易Omega 欧米加on-air testing 广播测试OPEC (Organization of Petroleum Exporting Countries) 欧佩克（石油输出国组织）opening relationships 建立关系operating supplies 生产供应品operational excellence 运作管理水平opinion leaders 意见领导者opportunity cost 机会成本opportunity identification 机会识别opportunity/threat matrix 机会/威胁矩阵order cycle time 订货周期order processing 订单处理organizational level 组织层次organizational requirement planning 组织需求计划organization area audit 组织领域的审计organization buying center 组织采购中心organizational customer 组织顾客organizational direct selling 组织直销organizational markets 组织市场organizational purchasing 组织采购organizational structure 组织结构outdoor enthusiasts 户外运动爱好者out-of-home media 户外广告媒体overall cost leadership 全面成本领先overheads 日常开支overseas direct investment 海外直接投资ownership of new product 新产品所有权packaging 包装panel of experts 专家小组parentage 渊源parties involved 交换中的各方payment terms 支付条款pay-off control 支出控制penetration pricing 渗透定价Pepsi-Cola 百事可乐perceived customer value 顾客感知价值perceived quality 感知到的质量perceived value 感知到的价值percentage of sales promotion budgeting method 销售额百分比促销预算法perceptions of consumers 消费者感知/理解perceptual (product) positioning 感知（产品）定位perceptual map 感知图perceptual organization 感知组织perceptual vigilance 感性的警惕performance dimension 业绩标准performance evaluation 业绩评估performance measures 表现/业绩测度performance objective 绩效目标performance standards 绩效标准performance 功能perish ability 非持久性personal selling 人员推销personal sources 个人的信息来源personnel development 人力资源开发persuasive 说服性的pharmaceuticals industry 医药行业physical (product) positioning 物理（产品）定位physical descriptors 物理变量physical distribution 实物分销Pillsbury 皮尔斯博瑞pioneers 先入者Pizza Hut 必胜客place utility 地点效用planning and control system area audit 计划与控制系统领域的审计point of sale information 销售点信息point-of-purhcase (POP) promotion 采购点促销point-of-sales (POS) data 销售点数据pontificator 保守派popularity 通用性population trends 人口趋势portfolio models for resource allocation 资源配置的资产组合模式position intensity 地位集中程度positioning 定位possession utility 拥有效用post-purchase dissonance 购买后的不协调post-purchase evaluation 购买后评估post-purchase/after-sale service 售后服务potential advantages 潜在优势potential customer 潜在顾客potential market 潜在市场potential target market 潜在目标市场power in distribution 分销权力power of buyers 购买者能力power of suppliers 供应商能力predatory pricing 掠夺性定价法pre-empting scarce resources 先占稀缺资源preferential treatment 特惠待遇premiums 额外奖励present competitors 现有的竞争者presenting sales message 提供销售信息pre-test market research 测试前市场研究price discrimination 价格歧视price elasticity of demand 需求的价格弹性price fixing 价格设定price leaders 价格领导者price lining 价格排列定价法price promotion 价格促销price quotation 报价price sensitivity 价格敏感度price structure 价格结构price 价格price/earnings ration 价格/收益比price-off promotions 降价促销price-setting process 定价过程pricing adjustments 定价调整pricing policies 价格策略pricing 定价primary demand 基本需求primary sources 第一类/主要数据print media 印刷媒体private/for-profit organization 私营/盈利性组织PRIZM (Potential Rating Index for Zip Markets) 按邮政区划为基础的潜力等级指数proactive new-product development strategy 进取型新产品开发战略probability sampling 概率抽样problem formulation 界定问题problem identification 确定问题process management 过程管理Procter & Gamble (P&G) 宝洁公司product line 产品线product availability 产品的可获得性product category 产品类别product class 产品类别product decisions 产品决策product design 产品设计product development 产品开发product dimension or attributes 产品维度/属性product evolution 产品演变product features 产品特征product intent share 产品倾向份额product leadership 产品领导能力product life cycle (PLC) 产品生命周期product life cycle curve 产品生命周期曲线product line 产品线product manager audit 产品经理审计product offering 供应品product organizaiton of salesforce 按产品组织销售队伍product policies 产品策略product positioning 产品定位product quality 产品质量product scope 产品范围product space 产品位置product specifications 产品规格product systems 产品体系product type 产品类型product usage 产品用途product 产品product(ion)-oriented organization 产品/生产导向型组织production 生产product-line pricing adjustments 产品线定价调整product-management organizational structure 产品管理组织结构product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品的市场特征product-use testing 产品使用测试pro-environment 环保profit impact of market strategy (PIMS) 市场战略的利润影响profitability analysis 盈利性分析profitability 盈利性/盈利能力profitable survivor strategy 有利可图的生存者战略project-company resource compatibility 项目与公司资源的协调性projected profit-and-loss statement 预计损益表projective tests 投影测试promotion decisions 促销决策promotion mix 促销组合promotion policies 促销策略promotion 促销promotional allowance 促销折让promotional effort 促销努力promotional pricing 促销定价promptness 及时性propector strategy 探索型战略prospecting for customers 寻找顾客psycho-graphics 心理统计特征psychological cost 心理成本psychological pricing 心理定价法public organization 公共组织public relations 公共关系public utilities 公共设施publicity 公共宣传pull strategy for control of distribution channels 分销渠道控制的拉式战略pupil dilation 瞳孔扩张purchase predisposition 购买倾向purchasing agent 采购代理purchasing contract 采购合同purchasing manager/agent 采购经理／代理purchasing power parity (PPP) 购买力平价指数push money/spiffs 佣金push strategy for control of distribution channels 分销渠道控制的推式战略qualifying prospects 审查潜在顾客资格quality dimensions 质量维度quality 质量quantity discount 数量折扣question marks 问题类questioning 询问法quotas 定额R & D expenditure 研究开发战略race and ethnic origin 种族和民族rack jobbers 供应超级市场的批发商radio 无线电广播rank ordering 排序rate of adoption 采购率rate-of-return/target return pricing 回报率/目标回报定价法rational appeals 理性诉求rationale 基本原理raw materials 原材料reactive and proactive responses 反应及前摄策略reactive new-product development strategy reactor strategy 反应型战略real estate 房地产rebates 回扣recall tests 记忆测试receiver 接收者reciprocity 利益互惠recognition of problem/need 发现问题/需求recognition tests 认知测试recreation 娱乐业。
市场营销第十三版11-15章专业术语翻译
总成本 total cost:the sum of the fixed and with the level of production(是一定生产水平下，固定成本与变动成本的总和。)
经验曲线(学习曲线) experience curve(learning curve):the drop in the average per-unit production cost that comes with accumulated production experience (随着生产经验积累，平均成本 不断下降)
第十四章
Promotion mix (or marketing communications mix )促销组合又称营
销沟通组合Advertising广告Sales
promotion销售促进Sales
promotion销售促进Personal selling人员销售public relations公共
provider
第十三章
Retailing 零售 retailer 零售商 specialty 专用商品店 department store 百货商店 supermarket 超市 convenience 便利店 superstore 超级商店 category killer 品类杀手 service retailer 零售商店 discount store 折扣商店 off-price retailer 低价商店 independent off-price retailer 仓储商店 factory outlet 厂家直 营店 warehouse club 仓储俱乐部 chain store 连锁店 franchise 特 许经营shopping center 购物中心 wheel-of-retailing concept 零售 轮转理论 wholesaling 批发 wholesaler批发商 merchant wholesaler 独立批发商 broker 经纪人 agent代理商 manufacturers＇ sales branches and offices 制造商及零售商的分店和销售办事处
市场营销专业英语术语
市场营销专业英语术语第一篇：市场营销专业英语术语A A.C.Nielson 尼尔森市场研究公司 absorption of costs 成本分配 accesibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略 Acer 宏基acquisition new-product development strategy 新产品开发收购战略 activity-based costing 以活动为基础的成本系统 adaptability 适应性adaptation to market variations 适应市场变化adaptive positioning 适应性定位additions to existing product lines 现有产品线的增加adequate size 准确的大小/足够的规模administered vertical marketing systems 管理式垂直营销系统administrative relationships 管理关系 adopter categories 采购者的类型 adoption process 采购过程advertising and market segmentation 广告与市场细分advertising and sales promotion 广告和销售促进advertising effects 广告效果advertising ethics 广告伦理道德advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体 advertising message 广告信息 advertising reach 广告接受人数 advertising source 广告信息来源 advertising 广告aerobic enthusiasts 增氧健身运动爱好者aesthetics 美感affinity club 同族俱乐部 after tests 事后测试 agent middleman 代理商agent/merchant middleman 代理中间商allowance 折让alteration 退换AMA Code of Ethics 美国营销协会职业道德标准 亚马逊公司 American Airlines 美国航空公司 American Express 美国运通American Marketing Association 美国营销协会 Amoco 阿莫科（英国石油公司）analysis of data 数据分析 analyzer strategy 分析者战略 Anderson 安达信annual marketing plan 年度营销计划annual requirement purchasing arrangement 年度采购需求计划anticipatory positioning 预见性定位anti-pollution legislation 反污染立法anti-trust legislation 反托拉斯立法Apple Computers 苹果电脑 area structure 地区结构aspiration/expectation level 渴望/期望水平aspirations of consumers 消费者渴望 assurance 保证AT&T 美国电话电报公司ATM(automatic teller machine)银行自动柜员机attitudes of consumers 消费者态度 attributes 属性 audiences 受众 auto repair 汽车维修automation services 自动服务 automobile industry 汽车产业autonomy 自主权availability 可获得性/供货能力 avante guardian 前卫派 Avon 雅芳awareness（产品）知晓度/知名度B 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 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)购买力指数 buying situation 采购情况/类型 buying task 采购任务C cable 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 冲突和解决战略conformance to specifications 与规格一致 conformance 一致性confrontation strategy 对抗战略 conjoint measurement 联合测度法 conjunctive model 联合模型consumer decision-making 消费者（购买）决策consumer goods channels 消费品分销渠道Consumer Goods Pricing Act, USA 美国消费品定价法案consumer goods 消费品 consumer markets 消费品市场 consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销 consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers' perceptions 消费者感知 consumption 消费 contests 竞赛contingency planning 权变计划 contract construction 契约建筑业 contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略 contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际贡献（贡献毛利）分析contributrion margin 边际贡献 control strategies 控制战略convenience food stores 便利食品商店 convenience goods 便利品 convenience 服务的便利性 Cool Whip 清凉维普co-operative advertising 合作性广告co-ordination and conflict resolution 协调与冲突解决co-production 合作生产core benefit proposition(CBP)核心利益方案/提议corollary-data method 推定数据法 corporate HQ 公司总部corporate scope 公司（经营）范围 corporate strategy 公司战略corporate vertical marketing systems 公司式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告corrective action 矫正行动cost analysis 成本分析cost effectiveness 成本有效性cost leadership strategy 成本领先战略 cost of capital 资本成本cost of goods sold(COGS)产品销售成本 cost reductions 降低成本产品cost-and-volume relationship 成本-数量关系cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益 costs of competitors 竞争者成本 costs of distribution 分销成本 countertrade 对等贸易 coupons 优惠券 courtesy 礼貌 coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围 credibility 信誉 credit terms 信贷条款critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing习惯性定价法customer analysis 顾客分析customer contact 顾客接触 customer demand 顾客需求 customer intimacy 顾客亲密度 customer loyalty 顾客忠诚度 customer need顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留 customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客服务customer-oriented pricing 顾客导向定价法customers' perception 顾客感知 customers' preferences 顾客偏好customers' price sensitivity 顾客的价格敏感度 customizing 定制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 direct mail 直接邮寄direct marketing via advertising media 通过广告媒体的直接营销 direct marketing 直接营销direct product profitability(DPP)直接产品盈利性/利润率 direct selling 直销discount rate 贴现率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价策略 discriminant analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视定价调整disjunctive model 分离模型display space 陈列空间 disposable income 可支配收入dissonance-attribution hierarchy 不和谐-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销策略distribution 分销distributor/store(private lables)brands 分销商/私有品牌distributors 分销商 diversification 多元化 divest 撤退 divest 出让divestment or liquidation 收回投资或清算 dividend 红利 dogs 瘦狗类domestic target marketing strategies 国内目标市场定位的营销战略 dropping products 放弃产品 dry cleaning 干洗dual/two channel distribution systems 双重分销系统duplication（媒体）重复 DuPont 杜邦公司 durability 耐用性E early vs late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素 economic power 经济权 economies of scale 规模经济 education services 教育服务effectiveness 有效性efficiency 效率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)快速变动的消费品fear appeals 恐惧/顾虑诉求 features 特征Federal Department Stores 联邦百货商店 Federal Trade Code （FTC)联邦贸易法案FedEx(Federal Express)联邦快递feedback data 反馈数据field test marketing 实地市场测试 financing 融资 fisheries 渔业fit and finish 结实度与外观 fixed costs 固定成本 fixed salary 固定工资flanker strategy 侧翼进攻战略 flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略 flat organizational structure 扁平的组织结构 FOB origin pricing FOB产地定价法 focus strategy 集中战略 followers 追随者 Ford 福特公司foreign middlemen 国外中间商 forestry 林业formalization 形式/规范化 formulate 制定fortress/position-defence strategy 防御堡垒战略 Fortune 《财富》杂志forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 免费电话号码 free goods 免费商品freight-absorption pricing 免收运费定价法 fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全成本盈利性分析 full-service wholesalers 全方位服务的批发商functional competencies and resource allocation 职能能力与资源分配 functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍functional organizational structure 职能型组织结构functional performance 功能性能 functional strategy 职能战略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 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制 global markets 全球市场global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场 globalization 全球化global-market expansion 全球市场扩张 goals 总目标going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商 Goodyear 固特异轮胎government agencies 政府机构 government buyers 政府采购者 government market 政府市场 government regulation 政府管制greenhouse effect 温室效应 grey market 灰色市场gross domestic product(GDP)国内生产总值 gross margin 毛利gross national product(GNP)国民生产总值 gross profit 毛利gross rating points(GRPs)总级别指数group/category product manager 类别产品经理growing markets 成长市场 growth rate of market 市场增长率growth stage of product life cycle 产品生命周期的成长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leaders 市场领导者的市场增长战略 growth-market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 保证/担保 guarantees 保证Gucci 古琦（世界著名时装品牌）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 marketshare 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 T ool 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info communications industry 信息通信行业 infomercials 商业信息广告information age 信息时代information search 信息搜集information technology 信息技术 information 信息 informative 告知性的 ingredient 成份in-home personal interview 个人家庭访谈 in-house use tests 内部使用测试 innovation 创新 innovativeness 创新性 installation 设施in-store display 店内展示in-store positioning 店内布局in-store promotion 店内促销 intangibles 无形integrated marketing communication plan(IMC)整合营销传播计划 integration of perception 感知整合 integration 整合 Intel 因特尔intensity of market position 市场地位的集中程度 intensity 集中程度intensive distribution 密集型分销interactions across multiple target markets 多目标市场间的相互作用 interactive media 交互式媒体 interest rates 利率internal data sources 内部数据来源 internal marketing 内部营销internal organizational structure 内部组织结构international advertising 国际广告international channels 国际分销渠道international division 国际分部 international marketing 国际营销international organizational design 国际组织设计internationalization of services 服务的国际化introductory stage of product life cycle 产品生命周期的推出阶段 inventory level 库存水平investor relations advertising 投资关系广告 issue advertising 观点广告J Jaguar 美洲豹 Jell-O 吉露 jobbers 批发商Johnson & Johnson 强生 joint ventures 合资jury of executive opinion 行政管理人员群体意见法just noticeable difference(JND)恰巧注意到的差异just-in-time(JIT)management system 准时制管理体系just-in-time purchasing arrangements 及时采购安排K Kao 花王 Keiritsu 凯莱通 Kellogg 凯洛格公司 Kentucky Fried Chicken(KFC)肯德基 key account management 主要客户管理 key accounts 关键客户 key benefits 核心利益key environmental issue identification 确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户 Kmart 凯玛特 Kodak 柯达Komatsu 小松公司 Kraft 卡芙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 localization strategy 本地化战略 location pricing 场所定价 location 位置 lodging 房屋出租logistical alliances 后勤联盟 long-term memory 长期记忆 lost customer 失去的顾客Louis Vuitton 路易•威登（法国著名时尚品牌）low-contact service system 低接触服务系统low-cost defender 低成本防御型low-cost position 低成本地位low-involvement hierarchy 低参与程度层级结构Lucent Technologies 朗讯科技M macro risks 宏观风险macro environment 宏观环境 macro segmentation 宏观细分mail-order retailers 邮购零售商maintaining market share 保持市场份额 maintenance strategy 保持战略 management overhead 管理费 mandatory adaptation 强制性适应 manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives 生产商的代理商/销售代表 manufacturers' export agents(MEA)制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/分支机构 manufacturing process 制造过程 manufacturing 制造业market aggregation strategy 整体市场战略market attractiveness factors 市场吸引力因素 market attractiveness 市场吸引力market attractiveness/business position matrix 市场吸引力/业务地位矩阵 market circumstances 市场环境market demographics 市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战略 market exclusion 市场排斥market expansion strategy 市场扩张战略 market factors 市场因素 market followers 市场跟随者 market growth rate 市场增长率market hierarchy 市场等级market inclusion 市场纳入market leaders 市场领导者 market measurement 市场测量market opportunity analysis 市场机会分析 market oriented 以市场为导向的market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜力测度market research 市场研究market segment 细分市场 market segmentation 市场细分 market share 市场份额 market targeting 目标市场选择 market 市场marketability 市场开拓能力market-entry strategies 市场进入战略 marketing action plan 营销行动计划 marketing audit 营销审计 marketing channel 营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制marketing decision support systems(MDSS)营销决策支持系统marketing environment audit 营销环境审计 marketing flows and functions 营销过程和职能 marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响marketing information system 营销信息系统 marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合 marketing policy 营销策略marketing productivity area audit 营销生产力领域的审计marketing program components 营销计划内容marketing program 营销计划/方案marketing relationship 营销关系marketing research 营销研究 marketing strategy 营销战略market-management organizational structure 市场管理组织结构 mark-up price 产品/溢价价格 Marlboro 万宝路 Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场渗透战略 mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构 Matsu****a 日本松下电子mature conformists 成熟的随大流者 mature markets 成熟市场mature stage of product life cycle 产品生命周期的成熟阶段McDonald's 麦当劳McDonnell Douglas 麦道公司MCI电讯公司（前世界通信公司）MDSS(Marketing-Decision Support System)市场决策支持系统measurability 可测度性 measure or index 测量指标 measurement criteria 计量标准 media audiences 媒体受众medical and health services 医疗卫生服务Medico Containment 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micro segmentation 微观细分Miller-Tyding ACT, USA 米勒•泰丁法案 Minging 矿业Minnesota Mining and Manufacturing Company(3M)明尼苏达矿业和制造公司 Minolta 美能达miscellaneous sources 多方面来源 mission 宗旨missionary selling 推销式销售 Mitsubishi Heavy Industries 三菱重工 modified rebuy 调整再购monosegment positioning 单一细分市场定位 Monsanto 孟山都农业生物技术公司moral appeals 伦理/道德诉求morals 道德Motorola 摩托罗拉multichannel distribution 多渠道分销multidimensional scaling 多维等级法 multilevel selling 多级销售multinational corporations(MNCs)跨国公司multiple test markets 多测试市场 multiple-brand strategy 多品牌战略 multiple-factor index 多因素指数法multisegment positioning 多重细分市场定位mutual trust 相互信任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-任务促销预算法 objectives and strategy area audit 目标与战略领域的审计 objectives 具体目标 observation 观察法occupancy costs 房屋占用成本 occupation/position 职业/职位odd pricing 奇/余数定价法OEM(original equipment manufacturer)原始设备制造商overall quality 总体质量off-invoice discounts 发票之外的折扣 offsets 抵消交易 Omega 欧米加on-air testing 广播测试OPEC(Organization of Petroleum Exporting Countries)欧佩克（石油输出国组织）opening relationships 建立关系operating supplies 生产供应品 operational excellence 运作管理水平opinion leaders 意见领导者 opportunity cost 机会成本opportunity identification 机会识别opportunity/threat matrix 机会/威胁矩阵 order cycle time 订货周期 order processing订单处理 organizational level 组织层次organizational requirement planning 组织需求计划organization area audit 组织领域的审计organization buying center 组织采购中心organizational customer 组织顾客organizational direct selling 组织直销 organizational markets 组织市场 organizational purchasing 组织采购 organizational structure 组织结构 outdoor enthusiasts 户外运动爱好者 out-of-home media 户外广告媒体 overall cost leadership 全面成本领先 overheads 日常开支overseas direct investment 海外直接投资ownership of new product 新产品所有权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)positioning 感知（产品）定位perceptual map 感知图perceptual organization 感知组织 perceptual vigilance 感性的警惕 performance dimension 业绩标准 performance evaluation 业绩评估performance measures 表现/业绩测度performance objective 绩效目标 performance standards 绩效标准 performance 功能perishability 非持久性personal selling 人员推销personal sources 个人的信息来源personnel development 人力资源开发persuasive 说服性的pharmaceuticals industry 医药行业physical(product)positioning 物理（产品）定位physical descriptors 物理变量 physical distribution 实物分销 Pillsbury 皮尔斯博瑞 pioneers 先入者 Pizza Hut 必胜客 place utility 地点效用planning and control system area audit 计划与控制系统领域的审计 point of sale information 销售点信息point-of-purchase(POP)promotion 采购点促销point-of-sales(POS)data 销售点数据 pontificator 保守派 popularity 通用性population trends 人口趋势portfolio models for resource allocation 资源配置的资产组合模式 position intensity 地位集中程度 positioning 定位possession utility 拥有效用post-purchase dissonance 购买后的不协调post-purchase evaluation 购买后评估post-purchase/after-sale service 售后服务potential advantages 潜在优势potential customer 潜在顾客potential market 潜在市场potential target market 潜在目标市场 power in distribution 分销权力 power of buyers 购买者能力 power of suppliers 供应商能力predatory pricing 掠夺性定价法pre-empting scarce resources 先占稀缺资源preferential treatment 特惠待遇 premiums 额外奖励present competitors 现有的竞争者 presenting sales message 提供销售信息pre-test market research 测试前市场研究price discrimination 价格歧视price elasticity of demand 需求的价格弹性 price fixing 价格设定price leaders 价格领导者price lining 价格排列定价法price promotion 价格促销 price quotation 报价 price sensitivity 价格敏感度 price structure 价格结构 price 价格price/earnings ration 价格/收益比 price-off promotions 降价促销 price-setting process 定价过程 pricing adjustments 定价调整pricing policies 价格策略 pricing 定价primary demand 基本需求primary sources 第一类/主要数据print media 印刷媒体private/for-profit organization 私营/盈利性组织PRIZM(Potential Rating Index for Zip Markets)按邮政区划为基础的潜力等级指数proactive new-product development strategy 进取型新产品开发战略probability sampling 概率抽样problem formulation 界定问题problem identification 确定问题process management 过程管理 Procter & Gamble(P&G)宝洁公司 product line 产品线product availability 产品的可获得性 product category 产品类别product class 产品类别product decisions 产品决策product design 产品设计 product development 产品开发product dimension or attributes 产品维度/属性product evolution 产品演变product features 产品特征product intent share 产品倾向份额 product leadership 产品领导能力 product life cycle(PLC)产品生命周期 product life cycle curve 产品生命周期曲线product line 产品线product manager audit 产品经理审计 product offering 供应品product organization of sales force 按产品组织销售队伍product policies 产品策略 product positioning 产品定位 product quality 产品质量 product scope 产品范围 product space 产品位置product specifications 产品规格product systems 产品体系product type 产品类型 product usage 产品用途 product 产品product(ion)-oriented organization 产品/生产导向型组织production 生产product-line pricing adjustments 产品线定价调整product-management organizational structure 产品管理组织结构 product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品的市场特征product-use。
市场营销专业词汇中英文对照表2
市场营销专业词汇中英文对照表2第一篇：市场营销专业词汇中英文对照表2第2部分：maintenance strategy 保持战略 management overhead 管理费 mandatory adaptation 强制性适应 manufacturer brand 制造商/全国性品牌 manufacturers' agents/representatives 生产商的代理商/销售代表manufacturers' export agents(MEA)制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/分支机构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 growth rate 市场增长率market hirarchy 市场等级market inclusion 市场纳入 market measurement 市场测量market opportunity analysis 市场机会分析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 segment 细分市场market segmentation 市场细分market targeting 目标市场选择/ 10marketability 市场开拓能力 market-entry strategies 市场进入战略 marketing action plan 营销行动计划 marketing audit 营销审计 marketing channel 营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制marketing decision support systems(MDSS)营销决策支持系统marketing environment audit 营销环境审计 marketing flows and functions 营销过程和职能marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响marketing information system 营销信息系统 marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合 marketing policy 营销策略marketing productivity area audit 营销生产力领域的审计marketing program components 营销计划内容marketing program 营销计划/方案 marketing relationship 营销关系 marketing research 营销研究 marketing strategy 营销战略market-management organizational structure 市场管理组织结构mark-up price 产品/溢价价格 Marlboro 万宝路 Marriott Hotel 万豪酒店 mass-market penetration strategy 大规模市场渗透战略mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构Matsushita 日本松下电子mature conformists 成熟的随大流者 mature markets 成熟市场mature stage of product life cycle 产品生命周期的成熟阶段McDonald's 麦当劳McDonnell Douglas 麦道公司MCI电讯公司（前世界通信公司）MDSS(Marketing-Decision Support System)市场决策支持系统measurability 可测度性 measure or index 测量指标 measurement criteria 计量标准 media audiences 媒体受众medical and health services 医疗卫生服务Medico Containment Services memory of consumers 消费者记忆Mercedes-Benz 梅赛德斯-奔驰Mercer Management Consulting 美国美智管理顾问公司merchandising 推销merchant middlemen 国内贸易中间商 merchant wholesalers 商业批发商 message structure 信息结构 Michael Porter 迈克尔-波特 micro risks 微观风险 microsegmentatioin 微观细分Miller Tyding ACT, USA 米勒·泰丁法案 minging 矿业Minnesota Mining and Manufacturing 2 / 10Company(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 Prod screening model 新普罗德筛选模型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 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-store retailing 无店铺零售业 number of stockouts 迟滞数目object-and-task method of promotion budgeting 目标-任务促销预算法 objectives and strategy area audit 目标与战略领域的审计 objectives 具体目标 observation 观察法occupancy costs 房屋占用成本 occupation/position 职业/职位odd pricing 奇/余数定价法 oeverall quality 总体质量off-invoice discounts 发票之外的折扣 offsets 抵消交易 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/ 10order 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ownership of new product 新产品所有权 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 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 possession utility 拥有效用post-purchase dissonance 购买后的不协调post-purchase evaluation 购买后评估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/ 10pre-empting scarce resources 先占稀缺资源preferential treatment 特惠待遇 premiums 额外奖励present competitors 现有的竞争者 presenting sales message 提供销售信息pre-test market research 测试前市场研究price discrimination 价格歧视price elasticity of demand 需求的价格弹性 price fixing 价格设定price leaders 价格领导者price lining 价格排列定价法price/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primary demand 基本需求 primary sources 第一类/主要数据 print media 印刷媒体private/for-profit organization 私营/盈利性组织PRIZM(Potential Rating Index for Zip Markets)按邮政区划为基础的潜力等级指数proactive new-product development strategy 进取型新产品开发战略 probability sampling 概率抽样 problem formulation 界定问题 problem identificatioin 确定问题 process management 过程管理 Procter & Gamble(P&G)宝洁公司 product availability 产品的可获得性 product category 产品类别 product class 产品类别 product decisions 产品决策product design 产品设计product dimension or attributes 产品维度/属性product evolution 产品演变product features 产品特征product intent share 产品倾向份额 product leadership 产品领导能力 product life cycle(PLC)产品生命周期 product life cycle curve 产品生命周期曲线product manager audit 产品经理审计productoffering 供应品product organizaiton of salesforce 按产品组织销售队伍product policies 产品策略product scope 产品范围product space 产品位置 product systems 产品体系 product type 产品类型product usage 产品用途product(ion)-oriented organization 产品/生产导向型组织product-line pricing adjustments 产品线定价调整product-management organizational structure 产品管理组织结构product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品的市场特征product-use testing 产品使用测试 pro-environment 环保profit impact of market strategy(PIMS)市场战略的利润影响profitability analysis 盈利性分析 profitability 盈利性/盈利能力/ 10profitable survivor strategy 有利可图的生存者战略project-company resource compatibility 项目与公司资源的协调性projected profit-and-loss statement 预计损益表projective tests 投影测试promotion decisions 促销决策promotion mix 促销组合promotion policies 促销策略promotional allowance 促销折让promotional effort 促销努力promotional pricing 促销定价 promptness 及时性propector strategy 探索型战略 prospecting for customers 寻找顾客 psychographics 心理统计特征 psychological cost 心理成本psychological pricing 心理定价法 public utilities 公共设施 publicity 公共宣传pull strategy for control of distribution channels 分销渠道控制的拉式战略 pupil dilation 瞳孔扩张purchase predisposition 购买倾向 purchasing agent 采购代理purchasing power perity(PPP)购买力平价指数push money/spiffs 佣金push stragtegy for control of distribution channels 分销渠道控制的推式战略qualifying prospects 审查潜在顾客资格quality dimensions 质量维度 quantity discount 数量折扣 question marks 问题类 questioning 询问法 quotas 定额R & D expenditure 研究开发战略 race and ethnic origin 种族和民族 rack jobbers 供应超级市场的批发商 rank ordering 排序 rate of adoption 采购率rate-of-return/target return pricing 回报率/目标回报定价法rational appeals 理性诉求 rationale 基本原理reactive and proactive responses 反应及前摄策略reactive new-product development strategy reactor strategy 反应型战略rebates 回扣recall tests 记忆测试receiver 接收者reciprocity 利益互惠recognition of problem/need 发现问题/需求 recognition tests 认知测试 recreation 娱乐业recruitment and selection 招聘与选拔 recycling of packaging 包装回收（利用）reference group 参照群体 referent power 参照权refocus 巩固 refunds 退款refusal to deal 拒绝经营regression analysis 回归分析法regulation 管制related/concentric diversification 相关/同心多元化relational VMSs 相关式垂直营销系统 relative attractiveness of declining markets 衰 6 / 10退市场的相对吸引力relative market potential 相对市场潜力 relative market share 相对市场份额 reliability 可靠性repeat purchase behavior 重复购买行为 repetition 重复repositionings 重新定位产品 requirements planning 需求计划reseller 中间商resident buyers 常驻采购员resource allocation/deployment 资源配置response strategies 反应策略response to communication 传播响应responsive strategy 反应型新产品开发战略 responsiveness 响应性retail coverage strategy 零售范围战略Retail Index 零售指数retail sales 零售额retailer co-operatives 零售商合作社 retailer 零售商retailing trends 零售趋势Return on Equity(ROE)权益回报率 Return on Investment(ROI)投资回报率 Return on Net Assets(RONA)净资产回报率reverse engineering 反向工程 reward systems 奖励系统 rivalry determinants 竞争决定因素 rivalry 竞争对手 roster 名册sales agents 销售代理商sales analysis by customer 顾客销售分析sales analysis by order size 订货规模的销售分析sales analysis by product 产品销售分析sales analysis by territory 区域销售分析sales forcasting 销售预测sales force estimates 销售人员估计 sales force size 销售队伍规模 sales force 销售队伍sales forecasting 销售预测sales management 销售管理sales organization 销售组织sales personnel incentives 销售人员激励 sales personnel 销售人员 sales potential 销售潜力 sales territory 销售地区 sales trends 销售趋势sales/price reduction 销售/价格下降 sample design 样本设计sample size 样本大小sampling 抽样sampling 提供样品scale efficiency 规模效率 scaled measures 比例测度 scoring models 评判模型 screening of ideas 创意筛选 sealed bidding 招标secondary sources 第二类/次要数据 second-but-better new-product development strategy 后者居上型新产品开发战略 security 证券业segmentation and targeting 细分与目标选择segmentation criteria 细分标准 segmentation descriptors 市场细分变量 selective demand 选择性需求selective distribution 选择分销selective exposure 选择性接触selective perception 选择性感知/理解selective retention 选择性保留/ 10self-employed person 独立经营的个人self-managing teams 自我管理团队 self-oriented 自我导向型 selling groups 销售团队selling proposition 销售计划/提议 selling 推销/销售service guarantees 服务保证serviceability 服务能力serviceability 适用性services channels 服务渠道servicing products 服务产品 servicing the account 客户服务 setting quotas 确定定额 shake-out stage 动荡阶段shared programs/facilities 分享计划/设备share-growth strategies for followers 追随者的市场份额增长战略shareholder value 股东价值 share-maintenance 份额保持 Sherman Act, USA 美国谢尔曼法案signal vehicle/carrier 信号载体simulated test marketing 模拟市场测试 single-factor index 单因素指数法 single-line mass-merchandiser stores 单一类型产品专营连锁店skimming and early withdrawal 撇脂与尽早撤离战略skimming pricing 撇脂定价法sleepwalker/contented underachievers 梦游者/很容易满足的人slotting allowance 安置津贴 social acceptability 社会可接受性social class 社会阶层 social objectives 社会目标sociocultural environment 社会文化环境 soft goods 非耐用品soft technology 软技术sole ownership entry strategy 独享所有权的进入战略source credibility 信息来源的可信度 source 广告信息来源sources of new-product ideas 新产品创意来源speciality goods 特殊品speciality retailers 专营零售商speciality stores 专营商店 specialization 专门化Standard Industrial Classification(SIC)标准工业分类代码standardization strategy 标准化战略 standby positioning 备用定位 staple goods 日常用品statement of job qualifications 工作要求说明stock levels 库存水平stockless purchase arrangement 无存货采购计划store brands 零售商品牌straight commission compensation plan 纯佣金制薪酬方案straight rebuy 直接再购straight salary compensation plan 纯薪金制薪酬方案strategic control 战略控制strategic fit 战略协调性strategic group 战略组 strategic inertia 战略惯性 strategic intent/objective 战略目标strategic marketing program 战略营销计划strategic pricing objectives 战略定价目标 strategic withdrawal 战略撤退/ 10strategy constraints 战略影响因素strategy formulation and implementation 战略制定和实施strategy implementation 战略实施 strategy reassessment 战略重估 subculture 亚文化 subfactor 次级因素 substitute goods 替代品substitution threat 替代产品的威胁 Sumitomo 住友商事Sun Microsystems 太阳微系统 supplementary media 辅助性广告媒体 suppliers' bargaining power 供应商的讨价还价能力surrogate products 替代产品 survival pricing 生存定价法sustainable competitive advantage 可持续的竞争优势sweepstakes 彩票抽奖 switching cost 转换成本 synergy 协同作用 tabulation 制表 tangibility 有形性 target audience 目标受众target level of product quality 产品质量标准 target or hurdle level 目标或难度水平target return price 目标回报价格targeting strategy 目标市场选择战略 targeting 目标市场选择 team selling 团队销售 technical selling 技术销售television audience measurement 电视观众测量television home shopping 电视家庭购物 territorial restrictions 地区限制territories 区域territory design and deployment 区域设计及部署territory inventory 地区存货 test marketing 市场测试 testing new product 测试新产品the American Association for Public Opinion Research 美国公共意见研究协会the Council of American Survey Research Organization 美国调查研究组织委员会 the Fishbein Model 菲什宾模型the Marketing Research Association 营销研究协会theatre tests 现场测试threat of new entrants 新进入者的威胁 three order-hierarchy models 三阶段层级结构模型time frame 时间框架/要求 time pricing 时间定价 time utility 时间效用 Timex 天美时 title 所有权 total cost 总成本total quality managemnt(TQM)全面质量管理Toys 'R' Us 美国著名玩具零售商 tracking and monitoring 跟踪与监控 trade promotion 贸易促销 trade selling 贸易销售trade/functional discounts 贸易/职能折扣 trade-in allowance 以旧换新折让transactiional efficiency 交易效率transaction cost analysis(TCA)交易成本分析turnkey construction contract 监督建筑契约/ 10turnover 人员流动two-sided presentations 双向信息陈述 tying contracts 附带条件的合同 types of adverstising 广告种类 types of brand 品牌种类types of costs 成本种类ultimate customers/end users 最终顾客/用户underlying dimension 基本组成要素 uniform delivered pricing 统一运费定价法Union Pacific Railroad 联合太平洋铁路 unit sales 单位产品销售额unitary price elasticity 单位需求价格弹性Universal Product Code(UPC)统一商品编码universe（样本）总体unrelated/conglomerate diversification 复合多元化unsought goods 非渴求产品 usage 用途 use tests 使用测试utility/price relationship 效用/价格关系 VALS2 价值与生活方式体系2 value-based planning 价值基础计划variability 变化性variable costs 可变成本 variable incentive 可变激励措施 VCR(video cassette recorder)录像机 vending sales 自动售货业vending-machine operators 自动售货机经营商vendor analysis 供应商分析 vertical integration 垂直/纵向一体化vertical marketing systems(VMS)垂直营销系统want 欲求warranty 质量保证 wholesale clubs 批发俱乐部wholesaler-sponsored voluntary chains 批发商发起的自愿连锁wholesaling trends 批发趋势 win-back program 赢回（顾客）方案 working capital investment 周转资金投入 workload approach 计算工作量方法 zero defect 零缺陷 zone pricing 分区定价法/ 10第二篇：铁路专业部分常用词汇中英文对照表铁路专业部分常用词汇中英文对照一、职务名词1.路局MD(Managing Director): 总局长DMD(Deputy Managing Director): 副总局长CS（Corporate Secretary）: 公司秘书MPCA（Manager Planning and Corporate Affairs）: 企划部经理CME(Chief Mechanical Engineer)：机辆总工CCE（Chief Civil Engineer）：工务总工FM(Finance Manager)：财务经理MM （Marketing Manager）：市场经理 TM（Traffic Manager）：运输经理 SM（Supplies Manager）：物资经理 SM（Safety Manager）：安全经理HRM（Human Resources Manager）：人事经理HPR （Head Public Relations）：公关部主管HIT（Head Information Technology）：信息部主管 CIA（Chief Internal Auditor）：内审主管 Chief Pension Officer：退休金主管 Chief Controller ：调度长 2.分局、站段及工厂RGM(Regional General Manager): 分局总经理 RME（Regional Mechanical Engineer）：分局机辆总工RCE（Regional Civil Engineer）：分局工务总工S&T(Signaling & Telecommunication)Engineer: 电务（信号与通信）工程师Head Commercial ：商业主管Head Human Resources ：人事主管Chief Administration Officer：行政主管 Area Manager：区域经理WM（Workshop Manager）: 工厂经理 SM（Station Master）：站长Senior Passenger Officer ：客运主管DPC（District Police Commander）: 地区警察指挥官二、部门和组织名词或惯称 Head Office ：路局或总部CRET（Chinese Railway Expert Team）：中国铁路专家协调组Regional Office：分局 Area Office：区域办事处 Workshop：工厂CSP(concrete Sleeper Plant)：轨枕厂 Quarry ：采石场TTC（TAZARA Training Center）：坦赞铁路局培训中心Locomotive Depot：机务段Rolling Stock Depot：车辆段Marshalling Yard：编组场Construction Unit：房建队Board ofDirectors:董事会 Board Committee：董事会委员会Committee meeting：委员会会议或预备会Council of Ministers: 部长理事会 Union：工会三、设备名称 1.机车Locomotive Mainline/shunting locomotive: 干线/调车机车DFH Locomotive：东方红机车Diesel Engine：柴油机 Traction Motor：牵引电机 Wheel set：轮对 Bogie：转向架Running Part：走行部Axle: 车轴Coupler：车钩Valve：阀Bearing: 轴承Brake shoe：闸瓦Cow Catcher：排障器Vacuum horse：真空软管 Air pipe：风管Control system：控制系统 Battery：蓄电池DE（Diesel Electric）：柴油电传 DH（Diesel Hydraulic）：柴油液传Driver’s Cab：驾驶室 Crank Shaft：曲轴Locomotive failure：机故 2.Wagon：货车DSO（Down Side Open wagon）: 低帮车CDSO(Container Down Side Open wagon): 低帮集装箱货车HSO(High Side Open):高帮车Co(Covered wagon)：棚车F(Flat wagon)：平板车FT(Flat Tank wagon)：平板罐车 JTW(Jumbo Tank wagon)：大型罐车 CF(Container Flat wagon)：集装箱平车 WW(Well Wagon)：井型车 BV(Brake Van)：守车LS(Livestock wagon)：牲畜车 B(Ballast wagon)：石渣车R(Refrigeration wagon)：冷藏车 3.Coach：客车1st Class Coach：一等车厢（软卧）2nd Class Coach：二等车厢（硬卧）3rd Class Coach：三等车厢（硬座）MD’s Coach: 总局长专用车Super Seat：软座车厢Dining/buffet Car：餐车Lounge Car：酒吧车 Luggage Van：行李车 4.其它设备 Gantry crane：龙门吊 Trolley：轨道车 Reversing Gear：换向机构 Rescue crane：救援吊车Re-railing Equipment：复救设备 Forklift：叉车Mobile crane：汽车吊 Air compressor：空压机 Mono block：轮饼 Coupler knuckle：钩舌 Wooden sleeper：木枕Concrete sleeper：混凝土轨枕Bridge sleeper：桥枕Turnout：道岔Semaphore signal：臂板信号机 Interlocking equipment: 联锁设备Semi-automatic block system：半自动闭塞 Head Crane：桥式吊车 Drop Table：落车台Flaw detection machine：探伤仪Triple valve：三通阀Generator：发电机 Shop ：车间Second crusher：二级破碎机四、运输词汇Financial year：财政 Passenger train：客车 Freight train: 货车Commuter train：通勤车 Up train:上行列车 Down train：下行列车 Fuel：燃油Locomotive routing：机车交路Locomotive availability：机车完好率Timetable：时刻表Arrival time：抵达时间 Departure time：出发时间 Freight traffic：货运量Passenger ridership：客运量 Parcel：行包tonne-km：吨公里turnaround time：周转时间 punctuality：正点率 interchange：过轨level crossing：平交道口good shed：货场weighbridge：轨道衡 copper：铜 manganese：锰 coal：煤fertilizer：化肥 timber：木材 maize：玉米wheat flour：面粉 molasses：糖稀 container：集装箱 sulphur：硫磺general cargo：杂货 accident：事故 derail：脱轨 capsize：倾覆五、其它专有名词或短语Ministry of transport: 交通部Immigration office：移民局Exemption: 豁免证/工作许可PS（Permanent Secretary）：常秘cemetery：公墓 Protocol：议定书Concession：特许经营Concessionaire：特许经营者/特许经营单位Manpower position：员工人数 Clearance：清关Shipping documents：海运文件 Bill of Lading: 提货单 Packing List：装箱单 Insurance：保险Commercial Invoice：商务发票 Production meeting：生产交班会 minutes：会议记录MOU（Memorandum of Understanding）：谅解备忘录Invitation letter：邀请函Motor vehicle license: 机动车辆证/上路许可financial statement：财务报表 quarter：季度 Turnover：营业额 Revenue：收入 Expenditure：支出 Pension：退休金 Rates: 费率Freight tariff: 货运价格 Passenger fare：客车票价 Permanent way：工务线路speed restricted area：限速地段 land slide: 滑坡tamping machine：捣固机light/heavy motor trolley: 轻型/重型轨道车ballast：道砟curve: 曲线 culvert：涵洞 tunnel：隧道 gradient: 坡度 gauge：轨距/限界motive power：动力（设备）single locomotive operation：单机牵引MU(multiple unit)operation：多机牵引 axle load：轴重 Cummins：康明斯Transmission type：传动类型 Hydraulic transmission：液力传动 Piston：活塞Air brake: 空气制动Vacuum brake：真空制动H.F.(High Frequency)radio: 高频电台 Microwave：微波 Optic fiber：光纤 Light repair: 小修 Medium repair：中修Rehabilitation/overhaul：大修 Spare part：零配件Kilimanjaro passenger train：乞力马扎罗号客车Mukuba passenger train：姆库巴号客车Compartment：客车包厢 VIP lounge：贵宾室 Control order：调度令 Booking office：售票处第三篇：中国商标法专业词汇中英文对照表商标法专业词汇中英文对照表1.2.3.4.5.6.7.8.9.全国人大常委会第三十次会议the 30th Session of the Standing Committee of the National People’s Congress 商标注册 trademark registration 商标注册的审查和核准 examination and approval of trademark registration 注册商标的续展、转让和使用许可 renewal, assignment and licensing of registered trademarks 注册商标争议的裁定the determination of disputes concerning registered trademarks 商标使用的管理 the administration of the use of the trademarks 注册商标专用权的保护the protection of the Right to Exclusive Use of a registered trademark 总则general provisions 附则supplementary provisions 10.生产、经营者 the producers and operators 11.社会主义市场经济the Socialist market economy 12.国务院工商行政管理部门商标局the Trademark Office of the administrative department for industry and commerce under the State Council13.商标评审委员会 the Trademark Review and Adjudication Board14.商品商标the commodity trademark 服务商标the service trademark 集体商标 the collective trademark证明商标 the certification trademark 15.商标注册人享有商标专用权，受法律保护the trademark registrants shall be entitled to the right to exclusive use of their trademarks and protected by law.16.(重复前面提到的)该组织the said organization 17.监督能力 the supervising power 18.限期提出答辩 to reply within the specified period 19.该组织以外的单位或者个人the units and individuals apart from the said organizations 20.自然人、法人或者其他组织对其生产、制造、加工、拣选或者经销的商品，需要取得商标专用权的，应当向商标局申请商品商标注册。
市场营销专业术语中英文对照标准翻译
市场营销专业术语中英文对照标准翻译市场营销专业术语中英文对照标准翻译本文为市场营销中经常用到得一些中文与英文互译得标准用语,希望对市场营销从业人员有所帮助。
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Ｐｏnt多方面衡量Ｍｕlti－ｄiｍensiｏnａl Sｃaling多品牌战略Muｌｔi-brand Ｓｔrategｙ惰性销售Iｎｅｒtia Ｓelｌing恩格尔曲线EngeｌCurveｓ二手资料Seｃonｄary Ｄatａ发行量Circulaｔioｎ发行量稽核组织AＢC仿造Me Too访问Inteｒvieｗ访问员Inｔeｒｖiｅwer非处方药ＯTC菲力普·莫里斯公司Phｉlip Morris ｐany菲亚特FIAT肥皂剧Soap Opｅra分刊测试Ｓｐｌｉt—ｒuｎTeｓt分销Diｓtｒｉbｕｔｉoｎ丰田ＴOYＡＴA缝隙分析GapＡnalysis浮动插播Ｆｌoaｔｉng Spｏt辅助回想Ａided Ｒeｃall付费发行量PａiｄCｉｒculａtｉon复核Back Ｃhecking复核Vaｌiｄaｔion富豪汽车VOLVO富可视Iｎfocus富士胶卷FUJI FIＬＭ覆盖率Ｃoｖeｒaｇe盖凡尼克皮肤反应测试仪Ｇalvanic ＳkiｎResponse Meter 盖洛普暨罗宾逊调查公司Gaｌluｐ& Roｂinson，Inc概念测试ConceｐｔTestiｎｇ高度介入产品Ｈｉgh InvoｖemenｔPrｏcucｔ革新消费者Innoｖaｔors葛瑞广告GｒｅｙAdｖｅｒｔiｓｉｎg公众调查公司Ａudiｅｎce Resｅarch，Inc贡献Contruｂuｔioｎ购买周期Buying Cｙcle孤独守巢人Empty Nesers鼓动销售Haｒd Sell故事板/分镜头表Storyｂoａｒd故事完成法Sｔｏrｙpleｔｉon观察调研法ＯｂseravtiｏｎＳtudy广告Aｄveｒtisiｎg广告／销售比率Advertisｉnｇ/Sａｌｅs Rａtio广告比重Ａdｖertｉsｉng Weｉｇht广告标准Aｄvｅrtising Sｔaｎｄard广告调查基金会（美国）Ａｄｖertising Reｓeaｒch Fｏｕｎda ｔioｎ广告概要Aｄverｔｉsｉｎg Briｅf广告口号Ｓlｏgan广告目标即广告效果评测DｅｆｉniｎｇAｄvertisｉng Ｇｏａls fｏr Measured Aｄveｒｔｉsing Reｓｕｌｔs国际商用机器公司IBM过度杀伤Ｏｖerkilｌ过滤审查Ｓcｒeeｎing哈佛商学院HaｒvarｄBuｓinesｓSchool红色商品ＲeｄGoｏds互补品plemeｎtｓ花旗集团Ｃitigroｕp华尔街WａlｌStreet黄金时段Prｉme Time辉瑞Pfiｚeｒ混合调查Oｍnibus Reｓeａrch混与调研Oｍnｉbus Resｅarch基本读者PrｉｍarｙReａder稽核Aｕdit吉芬商品Giｆfen Goｏｄs吉列Gilleｔte集团购买Ｏrｇanｉzaｔioｎal Ｂｕyiｎg集中度Affinｉｔy集中市场细分ConｃeｎｔrateｄSegmｅntａtｉon计算机辅助得电话采访pｕter Ａｓsistｅd Tｅlephone Ｉntervie ｗinｇ记忆测试ReｃaｌｌTest记忆性Memoｒabiｌity佳能Ｃanan家乐福Carrｅfoｕｒ家庭(户) House Hoｌd家庭稽核Hｏｍe Audit家庭生活周期Fａmily Life Ｃｙclｅ甲壳虫Bettle价格分析Values Analｙsiｓ价格敏感Pｒｉｃe Sensitｉve价格歧视Ｐrｉｃe Dｉｓｃriminａtioｎ价格战Prｉce Wａｒ间接调研Off-the—ｒesearch建议价格Remeｎded Price箭牌口香糖Wrigleｙ讲究派头得诉求SnｏｂAppｅal交叉销售Ｃrｏss—sｅllｉng交替需求Ａｌtｅｒnate Dｅmand焦点小组（讨论）Focus ｇrｏup （Discussion)角色扮演Role Pｌayinｇ阶式渗透Ｃａsｃading结构化访问StructurｅｄＩntｅｒvieｗ金佰利Kimberｌy-Clark浸透策略ＰeneｔratｉoｎＳtrategy精工SEＩKＯ句子完成法Sentenｃe pletion决策群Decision Makｉng Ｕniｔ决定性调研CｏnｃluｓｉvｅResearcｈ卡通测试Cartoon Tｅstｓ开放题Ｏｐen-ended Question开机率Ｈｏｍｅs Using ＴＶ柯达Kｏdａk壳牌Ｓhｅlｌ可变价格VariａｂｌeＰriｃing可口可乐Cｏｃa-Ｃola可丽舒Kleeｎeｘ可信度Belｉevabilｉｔy克莱斯勒Chｒysler克劳德·霍普金斯Claude Hopkins客观瞧法Outsｉde View肯德基炸鸡KentｕckｙFriｅdＣhiｃken口碑广告Worｄ—ｏf—mouth Ａdvｅrtising快流量消费品Ｆast—movinｇCｏｎsｕmer Gｏods 拉力Pullｉng Poweｒ拦截访问Iｎtercept Inteｒｖｉew乐观奔命者Optiｍistｉc Sｔriver离差Dｅviation李奥·贝纳Leo Burnett李佛兄弟公司LevｅｒＢrotherｓ力士Lux连带外部效应NｅtworｋＥｘtｅrｎaliｔｙ联合调研/辛迪加Syｎdiｃａted Ｒesｅarch 联合分析ＣonjoinｔAnaｌｙsis联合利华公司Uｎilevｅr联想AssociaｔioｎTｅcｈniques练习性预演Dry Ｒｕn两步收费Tｗo—parｔTａrｉff量表Scalｅ劣等商品InferioｒGoods零售周期Wｈeｅｌof Retaiｌing零头定价法Ｏdd-ｅｖeｎPricｉｎg漏斗深入法Fuｎｎel Ａppｒoach露华浓Ｒeｖloｎ乱数表Ranｄom-number Ｔable罗塞·瑞夫斯Rｏｓser Reeｖse罗夏测试Rorsｃhach Tｅst骆驼Cａmal马丁·迈耶Ｍarｔin Mａyer麦当劳MｃDoｎalｄ's麦肯爱里克森广告公司Mccaｎn-Erickson麦氏威尔咖啡Ｍａxwｅll House Coffee卖方市场Seller’ｓMarkｅt满意购买者ＳaｔｉsfｉeｄＢuyer盲测Blind Tｅsｔ毛评点Gross Raｔｔｉｎg pｏints媒体分析Media Aｎalｙsis每千人(户)成本Coｓt Per TｈousanｄＦigure每千人成本Coｓt PｅｒMille美孚Ｍｏbil美国报纸发行人协会AmeｒicaｎNewspapeｒPuｂlisher’s Assoｃiation 美国电报电话公司AT&T美国广播公司ABC美国广告代理商协会4Ａ’ｓＴｈｅAmericaｎAssociation of Advｅrｔising Ageｎcies美国民意研究中心Ameｒiｃan Instiｔｕte ｏｆＰｕblｉc Opin ｉon美国营销协会Aｍｅrican Mａrketiｎg Asｓocｉａtioｎ美国运通Amｅrｉcan Exprｅｓs描述性调研ＤeｓcｒiptivｅReｓearｃｈ民意测验Opinion Pｏll明尼苏达矿务及制造业公司3M模似Ｓimulatiｏn姆姆巧克力M&Ｍ耐克Nike尼尔逊公司Ａ、C、Nｉelseｎ尼尔逊全国电视指数ＮiｅlseｎNaｔionａl Television Index 尼尔逊受众测定器Niｅlseｎaｕdｉoｍetｅr尼尔逊指数NiｅlsenＩndex欧宝OPＥＬ欧洲民意测验与市场调研协会ＥＳOMＡR帕累托原理Pareto Ｐrｉnciｐle派生需求ＤerivｅｄDemand攀比效应Bandwａgon Eｆｆect判断性抽样Jｕdgｅment Samｐliｎg旁氏Poｎd's陪伴购物AｃpanieｄＳhｏｐping配额Qｕｏtａ配额抽样Ｑuota Sａmplｉng频率分布Fｒequeｎcy Distribｕｔion 品牌Brang品牌测试Brang Ｔest品牌估价Brａng Valｕatioｎ品牌管理ＢranｇMaｎagement品牌偏好Ｂraｎg Preference品牌认知Braｎg Awareness品牌形象Brａｎg Image品牌性格Ｂrang Perｓonalities品牌忠诚度Brａｎg Ｌoyａlty品牌转换成本Switching Cｏst品质认知度Ｐｅｒcｅiｖｅd Quality七喜7UP期望值Expeｃtatiｏｎs期望值Expected Value其她指导人Otheｒ－diｒected Pｅrson 企业标志Corporａte Logo企业识别Cｏｒporate Identｉty前导性研究ＰｉlｏｔＳtudy潜意识广告SubliｍinalＡdverｔｉsｉng 强生公司Jｏｈnsｏn & Johnsoｎ乔治·格里宾GeｏrgｅGribｂｉｎ情感购买者Like Fｒｉend情感象征ＥmｏtiｏnaｌＳymbol渠道冲突Channel Confｌｉct全国性涵盖度Ｂlａｎｋｅt人口统计学特征Ｄemogｒaphicｓ人员推销Peｒsonal Ｓｅllinｇ认识差距Cｏgnｉｔiｖe Diｓsonanｃe认知Awａｒeｎeｓｓ认知图表Ｐerceptual Mappｉｎg日后记忆Day－after-ｒeｃaｌl入户访问Doｏr－tｏ-ｄooｒInterviｅw软性促销Soft Sell萨奇公司Saaｔchi ＆Sａatｃhi三维营销3－D商店稽核Ｓｔore Audit社会等级Sｏciａl Ｇrading社会接受度Socｉal Acceptaｂｉliｔｙ社会营销SoｃｉaｌＭarｋetiｎｇ深度访谈Depｔh Ｉnｔeｒviｅw生存者Surviｖor生活方式Lifesｔyle声音比例SOＶ声音份额Share of V oice施乐Xeｒox时代华纳Ｔime Warｎer时机感Sense of Tｉmｉｎg时间档次Time Slot时序分析Tiｍe—Sｅｒiｅｓaｎaｌysｉs识阈效应ThresholｄＥffect使用与态度Uｓage and Atｔｉtｕde市场策略得利润效果Ｐrｏfit Impact ｏf ＭarkｅｔStｒａtegy 市场调研Maｒｋet Reｓearch市场调研/营销调研MarketinｇResｅarcｈ市场细分MａrkeｔSegmentａtｉon市场占有率MaｒkeｔＳｈare视听众暴露度Impｅｓsion收获战略Ｈarvesting Strategy收入效应InｅEｆfeｃt收视（听)率Raｔings收视率Ｔeleviｓion Rating售点POＰ售点PＯＳ斯塔奇数字Ｓｔarch Figuｒe斯坦利·里索Ｓtａnｌｅy Rｅsor斯沃琪Sｗatch四点分析SＷOT Ａnａlyｓis随机抽样Random Samplｉng索尼SONＹ态度Attitude探索性调研Ｅxploｒatｏry汤橱浓汤Camｐbell’ｓSｏup特许经营Ｆranchise替代品Sｕｂstｉtutes替代效应Substitutiｏn Eｆfect天美时Tｉｍｅx听众调查Audｉeｎce Ｒesearch通用汽车Genｅral Ｍotor同类相食Cａnｎiｂaｌisatiｏn投射研究Ｐroｊective Rｅsearch图片响应法Pｉctuｒe Reｓｐonse Techｎiques 推拉战略ＰuｓhａｎｄPuｌｌSｔrａtｅgiｅs推力Push Poweｒ完成法pletiｏn Ｔechnｉques完全竞争市场PerfｅｃtlｙpetitivｅMaｒkｅt 万宝路Maｒlboro万事达卡Ｍaｓter Cａｒd威廉·伯恩巴克William Bｅrnｂａｃh威士卡VISA维持者Susｔainer伟哥Viaｇra胃溃疡峡谷Ｕlcer Gulch稳定插播AnchoredＳpｏt问卷Ｑuestioｎｎaire沃尔玛Wal－Mart Sｔｏrｅs无品牌忠诚度No Brａnd Ｌoyalty无提示认知UｎaｉｄeｄAwareneｓs无准备调查访问Ｃoｌd Ｃalling西门子SIEMENS习惯购买者Ｈａbitｕal Bｕyer习惯性购买HabiｔＢuying喜力Heiｎekeｎ系统销售Systｅm Ｓelling细流战Drip Campaiｇn显著特征SａｌｉenｔAｔｔｒｉbｕtｅ现场调研ＦｉｅlｄResearch现场督导Conducｔor现场督导FielｄＳupervisor现场工作Ｆield Wｏｒｋ现场人员FiｅｌｄForce线上活动Aｂove-tｈｅ-line线下活动Beloｗ—ｔhe—lｉne相关群体Ｒefｅｒｅnce Ｇrouｐ象牙牌香皂Ｉｖｏrｙ消费者购物固定样本ＣoｎsｕmｅｒPｕrcｈaｓe Ｐaｎel 消费者内在需求Conｓumer Ｉnsｉght消费者偏好CｏｎsumｅrＰｒeferences消费者剩余Consｕmer Sｕrｐlus消费者形象描述Consumer Pｒoｆilｅ销售定额ＳalｅｓQuｏta销售反馈功能SaｌeｓResponse Fuｎｃtioｎ销售领域Ｓalｅs Territorｙ销售预测SａleｓFｏrｅcaｓt销售专集Saｌes Litｅｒaturｅ销售组合Sａles Ｍix小组讨论ＧrｏupＤｉsｃuｓsiｏn心理图案学Ｐsycｈogrａpｈｉcs心理戏剧Motiｖational Tｈeaｔｅr心智索引Ｍiｎdｅx心智占有率Share ｏf Miｎｄ新奇士Sunkist新人训练Orｉenｔation Trａinｉｎg形象Image虚荣效应Snob Efｆeｃt选择性分销Selｅcｔｉｖe Distributｉon雪佛兰Cheｖrｏｌet雅皮ＹUPPＹ眼睛轨迹研究Ｅye Traｃｋiｎg Ｒｅsｅarｃｈ扬雅广告公司You ｎg & Rubicaｍ样品Ｓample一次性购物Oｎe-stoｐShopping一手资料Ｐｒimａry Ｄａta伊莱克斯Elｅctｒoｌｕx宜家IKEA移情作用Empatｈy意见领导Opiｎion Leａｄｅr因果性调研Ｃaｕsａl Resｅarch营销会计稽核Marketiｎg Audit营销近视Mａｒｋeting Myopia营销组合1０Ｐ’s营销组合４C’s'营销组合４P’ｓ营销组合Marｋｅting Ｍix营业额/到达率增长指数Tuｒnovｅｒ影响力等级Ｈｉｅrarchy oｆＥffects佣金制misｓioｎSystem由报纸决定（刊登位置）Ruｎ-ｏf—paｐer 邮购Maｉl Oｒdｅr有提示认知ＡidｅｄAwaｒｅnesｓ有效贮藏期限Shelf Ｌｉfe诱导转向法Ｂaｉｔand Ｓｗitch语义差异法Ｓeｍａｎｔｉc Difｆｅrenｔial 预检验Pre-tｅsｔing原创性Originalitｙ原子状测试Atoｍistic Teｓｔ岳母研究Ｍother－ｉｎ—law Rｅsｅａｒch 载波技术ＺＡP赞助Ｓponsｏrsｈｉp詹姆士·韦伯扬Jaｍes Wｅbb Young展览会Eｘhibｉtiｏn争夺经营Scrａmbled Mercｈandｉsiｎg 正常商品Noｒｍａl Gｏods直递Diｒect Ｍail直销Direct Marketing智威汤逊Ｊ、Walｔer Thoｍpｓon重度消费者Heavy Usｅｒ主持人Moderaｔor主题类化法Ｔhematic Appeｒｃｅptｉon属性特征Aｔtｒibｕteｓ住地居民细分法A Ｃlassifｉcaｔion of ResｉdenｔiａlＮeighborhoods 专家调研Specialiｓt Resｅarｃh资料手册Fａct Book自付优惠Self-liquidａｔing Oｆfer棕色商品Broｗn Gｏoｄs最终用户End－uｓer。
市场营销第十三版专业术语15-20翻译
第十六章Personal selling人员销售 salesperson销售人员sales force management 销售人员管理Territorial sales force structure地区销售队伍构造product sales force structure产品销售队伍构造 customer sales product force structure顾客销售队伍构造outside sales force(or field sales force)inside sales force 内部销售人员team selling团队销售sales quota销售配额 sales process销售过程 prospecting挖掘preapproach销售准备 approach靠近 presentation介绍 handing objections办理争议 closing成交 follow-up顾客跟进和保持Sales promotion销售促进 customer promotions花费者促进event marketing事件营销 trade promotions交易促销 business promotions家产促销第十七章Direct marketing直复营销customer database顾客数据库 direct-mail marketing 直接邮寄营销catalog marketing购物目录营销telephone marketing电话营销direct-response television marketing电视营销online marketing网络营销internet互联网 click-only companies网络公司 click-and-momrtar companies网络和实体公司 business-to-comsumer online marketing公司抵花费者网络营销b2b公司抵花费网络营销c2c花费者抵花费者的网络营销c2b.花费者对公司的网络营销Marketing Web site营销网站 online advertising网络广告 viral marketing病毒营销online social network网上交际网站第十八章1、 Competitive advantage：竞争优势2、competitor analysis：竞争敌手剖析 3 、competitive marketing strategies竞争营销战略4、 identifying competitors ：辨别竞争者 5 、strategic group：战略公司6、benchmarking：标杆对准 7、estimating competitors’ reaction: 评估竞争者的反响8 、customer value analysis：顾客价值剖析 9、 designing a competitive intelligence system :设计竞争情报系统10 、competitive strategies竞争战略（ entrepreneurial marketing创业营销 formulated marketing 规范化营销 intrepreneurial marketing再创新营销）11 、basic competitive strategies：基本竞争战略（overall cost leadership全面成本事先战略differentiation差别化战略focus聚焦战略）12、 competitive position竞争定位13、 market leader：市场领导者14 、 market challenger：市场挑战者15、 market follower：市场跟从者16 、 competitor-centered company: 竞争性企业17 、customer-centered company: 顾客导向公司18 、 market-centered company：市场导向企业第十九章Global firm 全世界公司Economic community经济集体Countertrade平等贸易Exporting 出口Joint venturing结合公司 Licensing允许1Direct marketing直复营销Contract manufacturing合同制造Management contracting管理合同 joint ownership合资公司direct investment直接投资 standardized global marketing标准化全世界营销adapted global marketing调整的全世界营销straight product extension直接产品延长product adaptation 产品调整 product invention 产品创新 communication adaptation交流调整战略whole-channel view整体渠道观第二十章1.sustainable marketing可连续营销2.consumerism花费者保护主义3.environmentalism环境保护主义4.environmental sustainability环境可连续性5.consumer-oriented marketing花费者导向的营销6.customer-value marketing顾客价值营销7.innovative marketing创新性营销8.sense-of-mission marketing使命感导向的市场营销9.societal marketing社会营销10.deficient product缺点产品11.pleasing products满意产品12.salutary products有利产品13.desirable products讨好产品第十六章Personal selling人员销售personal presentation by the firm's sales force for purpose of making sales andbuilding customer relationships人员销售是指营销人员直接当面地与顾客交流，向顾客销售产品并与顾客成立长久关系为目的。
市场营销英文术语
市场营销英文术语市场market 市场营销marketing需求demand 商品goods服务service 顾客满意customer satisfaction顾客价值customer value 交易transaction营销者marketer 生产观念production concept产品观念product concept 推销观念selling concept市场营销观念marketing concept社会营销观念social marketing concept顾客 customer 顾客让渡价值customer delivered value 顾客总价值total customer value顾客总成本total customer cost顾客满意customer satisfaction维系顾客keep customer关系营销relationship marketing全面质量管理total quality marketing市场营销环境marketing environment微观环境micro environment宏观环境macro environment市场机会market opportunity愿望竞争者desired competitors属类竞争者generic competitor产品形式竞争者product competitor目标市场target market市场营销组合marketing mix情绪moods 情绪emotion消费者行为customer behavior文化culture 人口统计因素demographies参照群体reference group 角色模型role stereotype知觉perception 认知学习cognitive learning动机motive 个性personality态度attitude 自我概念self-concept生活方式life style组织市场organizational market企业市场business market非营利组织市场non-profit organizational market政府市场government market直接再购straight rebuy 修正再购 modified rebuy新任务采购new task 购买中心buying center倡议者initiators 使用者users 影响者influencers 决定者deciders 购买者buyers 控制者gatekeepers 营销信息marketing information营销信息系统marketing information system MIS市场调研market research描述性调研predictive research解释性调研interpretive research市场需求market demand市场需求潜量market demand potential企业需求量enterprise demand企业需求潜量enterprise demand potential定性预测qualitative forecasting定量预测quantitative forecasting企业战略enterprise strategy企业使命说明书enterprise statement战略经营单位strategy business units，SBU波士顿矩阵Boston matrix通用电器公司方法the General Electric Model,GE市场吸引力market attractiveness业务实力business attractiveness密集型增长战略intensive growth strategies市场渗透market penetration strategy市场开发market development strategy产品开发product development strategy一体化增长战略integrative growth strategies前向一体化forward integration后向一体化backwards integration水平一体化horizontal integration多角化增长战略diversification growth strategies 同心多角化concentric diversification水平多角化horizontal diversification复合多角化conglomeration diversification市场营销战略marketing strategy市场营销组合marketing mix市场营销组织marketing organization职能型组织functional organization地区型组织regional organization产品管理型组织managerial organization of product市场管理型组织managerial organization of market公司与事业部型组织organization of corporation andbusiness unit市场营销管理marketing management市场营销计划marketing planning市场营销方案marketing program市场营销控制marketing controlling市场竞争market competition完全竞争pure competition非完全竞争imprecate competition垄断竞争monopolistic competition市场领导者market leader 市场挑战者market challenger 市场追随者market follower 市场补缺者marketing niche 市场细分market segmentation目标市场target market市场定位market positioning无差异性市场策略undifferentiated marketing tactics 差异性市场策略differentiated marketing tactics集中性市场策略concentrated marketing tactics产品product 服务service核心产品core product 形式产品actual product期望产品expected product 延伸产品augmented product 潜在产品potential product 耐用品durable goods非耐用品nondurable goods 产品线product line产品项目product item 产品组合product mix产品组合长度product mix length产品组合宽度product mix width产品组合深度product mix depth产品组合关联度product mix consistency产品生命周期product life cycle开发期development stage 引进期introduction stage 成熟期maturity stage 衰退期decline stage新产品开发new product development产品概念product concept商业化commercialization 包装package包装策略package strategy品牌brand 品牌命名brand naming品牌决策branding decision统一品牌blanket family brand品牌使用者决策brand-sponsor decision个别品牌individual brand分类品牌separate family brand多品牌multi—brand统一的个别品牌company/individual brand合作品牌co—branding 品牌设计brand designing品牌资产brand equity 品牌延伸brand extension内涵不变式延伸invariable meaning extension内涵渐变式延伸gradual changing meaning extension品牌管理brand management竞争导向定价competition-driven pricing折扣定价discount pricing地区定价region pricing差别定价discrimination pricing撇脂定价skim pricing 渗透定价penetration pricing 满意定价neutral pricing 尾数定价mantissa pricing 整数定价integer pricing 招徕定价fetch—in pricing 声望定价prestige pricing目标收益定价法target—return pricing认知价值定价法perceived-value pricing价值定价法value pricing通行价格定价法going-rate pricing分销渠道distribution channel 中间商intermediate 分销渠道设计distribution channel design实体分配physical distribution渠道冲突channel conflictcha15 促销策略促销promotion 促销策略promotion policies理性诉求rational appeals 情感诉求emotional appeals 道德诉求moral appeals大众传播媒体mass media 气氛atmosphere事件event 量力支出法affordable method销售额百分比法percentage-of-sales method竞争对等法competitive-parity method目标任务法objective-task method广告advertising 人员推销personal selling公共关系public relations 营业推广sales promotion 促销组合promotion mix推动策略push strategy 拉引策略pull strategy广告目标mission 告知性广告information advertising 劝告性广告persuasive advertising提示性广告reminder advertising整合营销传播integrated marketing communication服务service 服务核心产品core product服务附加产品supplement product服务的无形性intangibility of service服务体验属性experience attributes服务的信任度属性credence attributes服务的有形展示physical evidence关系营销relationship marketing体育营销sports marketing网络营销network marketing会展营销exhibition marketing文化营销cultural marketing。
市场营销专业术语
市场营销专业术语第一篇：市场营销专业术语营销用语营销组合(marketing mix)服务市场（served market）公司销售预测（company sales forecast）购买概率量表（purchase probability scale）环境预测（environmental forecast）连锁比率法(chain ratio method)先导指标法（leading indicator）最低市场需求（market minimal）合格有效市场（qualified available market）可扩展市场（expandable market）渗入市场（penetrated market）市场潜量（market potential）需求的营销敏感性（marketing sensitivity of demand）有效市场（available market）不可扩展市场（nonexpendable market）顾客化营销（customized marketing）突出属性（salient attributes）消费者选择的分取模式（disjunctive model）消费者选择的期望值模式（expectancy value model）意见领导者(opinion leader)意见追随者(opinion follower)购买意图（purchase intention）认知冲突（cognitive dissonance）认知的使用效果（perceived performance）认知风险（perceived risk）全面成本领导（overall cost leadership）聚焦战略（集中化战略）（focus）差异化战略（differentiation）自然环境(natural environment)宏观环境(macro environment)技术环境(technological environment)经济环境(economic environment)人口统计(demography)人口统计环境(demographic environment)文化环境(cultural environment)政治环境(political environment)法律环境(legal environment)营销中介机构(marketing intermediary)组织购买（organizational buying）定位不足（under positioning）定位过分(over positioning)定位混乱(confused positioning)市场利基者（market niches）产品线特色决策（product-line feature）产品线填补决策（line-filling）产品组合（product mix）产品属性的重要性权数（degrees of importance）撇脂定价法（market-skimming pricing）无品牌产品（generics）是指包装简单且没有制造者的标记，主要目的是要节省包装及广告费用，降低成本。
Marketing市场营销专业词汇中英文对照表
市场营销专业词汇中英文对照表Marketing Management营销管理New Products Development新产品开发Service Industry Marketing服务业营销Advertising广告Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道Public Relationship公共关系Consumer Behavior消费者行为Systems of Management Information管理信息系统Marketing Research营销调研accessibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略positioning定位market segmentation市场细分sales promotion销售促进advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising reach 广告接受人数advertising message 广告信息advertising source 广告信息来源agent middleman 代理商allowance 折让alteration 退换American Marketing Association 美国营销协会annual marketing plan 年度营销计划assurance 保证attitudes of consumers 消费者态度availability 可获得性/供货能力awareness （产品）知晓度/知名度baby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码barter 实物交易basic physical needs 基本生理需要BCG Grow-Share Matrix 波士顿增长-份额矩阵before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试blue collars 蓝领bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand's equity 品牌的价值break-even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度bribery 贿赂British Airways 英国航空公司brokers 经纪人budgeting 预算bundle 捆绑Bureau of Census 人口统计局business strength rating 商业能力评分business plan 商业计划business position 经营地位business sector 商业部门business services markets 商业服务市场business strategies 经营战略business unit strategy 经营单位战略buyback allowances 回购折让buyback arrangements 产品返销buyers' bargaining power 买方的讨价还价能力buyers 采购者buying behavior 购买行为buying center 采购中心buying inertia 购买惯性buying intention 购买意图buying offices 连锁商店的进货中心buying situation 采购情况/类型buying task 采购任务capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel conflicts 渠道冲突channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道choice criteria 选择标准closing a sale 结束销售clothing retailers 服装零售商co-branding 联合品牌code of ethics （职业）道德标准coercive power 强制权cognitive dissonance 认识的不协调collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体company personnel 公司员工comparative advertisements 比较广告comparison of brands 品牌比较compensation deals 补偿处理compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 补偿性的competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive (supply-side) evolution 竞争（供方）演变competitive factors 竞争因素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力competitor analysis 竞争者分析complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场computerized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型consumer decision-making 消费者（购买）决策consumer goods channels 消费品分销渠道consumer goods 消费品consumer markets 消费品市场consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers' perceptions 消费者感知consumption 消费contests 竞赛contingency planning 权变计划contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际贡献（贡献毛利）分析contribution margin 边际贡献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 服务的便利性core benefit proposition (CBP) 核心利益方案/提议corollary-data method 推定数据法corporate HQ 公司总部corrective action 矫正行动cost analysis 成本分析cost effectiveness 成本有效性cost leadership strategy 成本领先战略cost of capital 资本成本cost of goods sold (COGS) 产品销售成本cost reductions 降低成本产品cost-and-volume relationship 成本-数量关系cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益costs of competitors 竞争者成本costs of distribution 分销成本counter trade 对等贸易courtesy 礼貌coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing 习惯性定价法customer analysis 顾客分析customer contact 顾客接触customer demand 顾客需求customer intimacy 顾客亲密度customer loyalty 顾客忠诚度customer need 顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客服务customer-oriented pricing 顾客导向定价法customers' perception 顾客感知data confidentiality 数据保密data research 数据研究data sources 数据来源dealers 经销商deceptive advertisements 欺骗性广告deciders 决策者declining markets 衰退市场decoding 解码defect rate 缺陷率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略defensive positioning 防御性定位delivery time 交付时间delivery 配送demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 可靠性deregulation 放松管制descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants 决定因素different responses 差别反应differentiated marketing 差异化营销differentiation over time 不同时间的差异differentiation strategy 差异化战略differentiation 差异化diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度direct costing profitability analysis 直接成本盈利性分析direct mail 直接邮寄direct marketing via advertising media 通过广告媒体的直接营销direct marketing 直接营销direct product profitability (DPP) 直接产品盈利性/利润率direct selling 直销discount rate 贴现率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价策略discriminant analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视定价调整disjunctive model 分离模型display space 陈列空间disposable income 可支配收入dissonance-attribution hierarchy 不和谐-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销策略distribution 分销distributor/store (private labels) brands 分销商/私有品牌distributors 分销商diversification 多元化divest 撤退divest 出让divestment or liquidation 收回投资或清算dividend 红利domestic target marketing strategies 国内目标市场定位的营销战略dropping products 放弃产品dual/two channel distribution systems 双重分销系统durability 耐用性early vs late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素economic power 经济权economies of scale 规模经济education services 教育服务effectiveness 有效性efficiency 效率emergency goods 急需品emotional appeals 情感诉求empathy 移情作用empirical evidence 经验性实例empowerment 授权encoding 编码end use 最终使用endorsement 赞同engineering （产品）工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit （公司）伦理审计ethics of marketing 营销伦理道德ethnic composition 种族构成European Community 欧共体evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估event sponsorship 事件赞助event 活动everyday low-price (EDLP) 天天低价evoked set 引发的组合evolution of market 市场演变exchange 交换exclusive dealing 独家销售exclusive distribution 独家分销executive summary 执行摘要exhibition media 展示广告媒体existing market 现有市场exit barriers 退出壁垒expansion path 扩张途径expectation measures （顾客）预期测度expectations of customers 顾客期望expected unit sales 预计产量expected value 期望价值experience curve 经验曲线experimental research 实验性研究expert power 专长权exploratory research 探索性研究export agents 出口代理（商）export jobbers 出口批发商export management company 出口管理公司export merchants 出口贸易商export 出口exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额external data sources 外部数据来源external environment 外部环境extrapolation of past sales trends 过去销售趋势推测法facilitating agencies 辅助/中介机构factor analysis 因素分析法fads 时尚family branding 家族品牌family life cycle 家庭生命周期family structure 家庭结构farm products 农产品fast-moving consumer goods (FMCG) 快速变动的消费品fear appeals 恐惧/顾虑诉求features 特征Federal Department Stores 联邦百货商店Federal Trade Code （FTC) 联邦贸易法案FedEx (Federal Express) 联邦快递feedback data 反馈数据field test marketing 实地市场测试financing 融资fisheries 渔业fit and finish 结实度与外观fixed costs 固定成本fixed salary 固定工资flanker strategy 侧翼进攻战略flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational structure 扁平的组织结构FOB origin pricing FOB产地定价法focus strategy 集中战略followers 追随者Ford 福特公司foreign middlemen 国外中间商forestry 林业formalization 形式/规范化formulate 制定fortress/position-defence strategy 防御堡垒战略Fortune 《财富》杂志forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 免费电话号码free goods 免费商品freight-absorption pricing 免收运费定价法fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全成本盈利性分析full-service wholesalers 全方位服务的批发商functional competencies and resource allocation 职能能力与资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍functional organizational structure 职能型组织结构functional performance 功能性能functional strategy 职能战略games 比赛gap 差距gatekeepers 信息传递者general behavioral descriptors 一般行为变量General Electric (GE) 通用电气General Foods Corporation 通用食品general merchandise discount chains 大众商品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布geographical organization of sales force 按地区组织销售队伍Gillette 吉列剔须刀global adjustments 全球调整global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制global markets 全球市场global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场globalization 全球化global-market expansion 全球市场扩张goals 总目标going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制greenhouse effect 温室效应grey market 灰色市场gross domestic product (GDP) 国内生产总值gross margin 毛利gross national product (GNP) 国民生产总值gross profit 毛利gross rating points (GRPs) 总级别指数group/category product manager 类别产品经理growing markets 成长市场growth rate of market 市场增长率growth stage of product life cycle 产品生命周期的成长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leaders 市场领导者的市场增长战略growth-market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 保证/担保guarantees 保证Gucci 古琦（世界著名时装品牌）Haagen-Dazs 哈根达斯hard technology 硬技术Harvard Business Review 《哈佛商业评论》harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations (HMOs) （美国）卫生保健组织heavy buyer 大客户Heileman Brewing CompanyHeinz 亨氏食品helpfulness 有益性Henkel 汉高Hertz 赫兹（美国汽车租赁巨头）Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商high market share global strategy 高市场份额全球战略high-contact service system 高接触服务系统high-involvement product 高参与产品high-involvement purchase 高参与购买hight market share 高市场份额战略Hilton 希尔顿Holiday Inns 假日旅馆homogeneous market 同质市场Honda 本田household/family life cycle 家庭生命周期household 家庭hybrid technology 混合技术idea generation 创意的产生/生成ideas for new products 新产品创意/构想idea-screening process 创意筛选过程identification of segments 识别细分市场Illinois Tool Works 伊利诺斯工具厂image pricing 形象定价imitative positioning 模仿定位imitative strategy 模仿战略impact evaluation 影响评估impersonal sources 非个人的信息来源implementation and control of marketing programs 营销计划的执行和控制implementation 实施improvements in or revisions of existing products 现有产品的改良或修正impulse buying 冲动购买impulse goods 冲动购买品incentives 激励income 收入increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接成本盈利性分析individual brand 个别品牌individual value 个人价值industrial goods & services 工业产品和服务industrial goods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-business position matrix 行业吸引力-业务地位矩阵industry dynamics 产业动态industry evaluation 产业评估industry evolution 产业演变inelastic 缺乏价格弹性influences 影响者info-communications industry 信息通信行业infomercials 商业信息广告information age 信息时代information search 信息搜集information technology 信息技术information 信息informative 告知性的ingredient 成份in-home personal interview 个人家庭访谈in-house use tests 内部使用测试innovation 创新innovativeness 创新性installation 设施in-store display 店内展示in-store positioning 店内布局in-store promotion 店内促销intangibles 无形integrated marketing communication plan (IMC) 整合营销传播计划integration of perception 感知整合integration 整合Intel 因特尔intensity of market position 市场地位的集中程度intensity 集中程度intensive distribution 密集型分销interactions across multiple target markets 多目标市场间的相互作用interactive media 交互式媒体interest rates 利率internal data sources 内部数据来源internal marketing 内部营销internal organizational structure 内部组织结构international advertising 国际广告international channels 国际分销渠道international division 国际分部international marketing 国际营销international organizational design 国际组织设计internationalization of services 服务的国际化introductory stage of product life cycle 产品生命周期的推出阶段inventory level 库存水平investor relations advertising 投资关系广告issue advertising 观点广告jobbers 批发商Johnson & Johnson 强生joint ventures 合资jury of executive opinion 行政管理人员群体意见法just noticeable difference (JND) 恰巧注意到的差异just-in-time (JIT) management system 准时制管理体系just-in-time purchasing arrangements 及key account management 主要客户管理key accounts 关键客户key benefits 核心利益key environmental issue identification 确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户laboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级结构legal services 法律服务legislation 立法legitimate power 法定权level of compensation 酬金水平level of technical sophistication 技术的复杂程度Levi Strauss 李维·史特劳斯Levi's 列维斯（全球最大的牛仔服制造商）lexicographic model 词典编纂模型lifestyle 生活方式limited-service wholesalers 有限服务的批发商line extension 产品线扩展line filling 产品线填充line stretching 产品线延伸list price 订价Loyd's of London 伦敦劳埃德保险公司localization strategy 本地化战略location pricing 场所定价location 位置lodging 房屋出租logistical alliances 后勤联盟long-term memory 长期记忆lost customer 失去的顾客Louis Vuitton 路易·威登（法国著名时尚品牌）low-contact service system 低接触服务系统low-cost defender 低成本防御型low-cost position 低成本地位low-involvement hierarchy 低参与程度层级结构macro risks 宏观风险macro-environment 宏观环境macro-segmentation 宏观细分mail-order retailers 邮购零售商maintaining market share 保持市场份额maintenance strategy 保持战略management overhead 管理费mandatory adaptation 强制性适应manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives 生产商的代理商/销售代表manufacturers' export agents (MEA) 制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/分支机构manufacturing process 制造过程manufacturing 制造业market aggregation strategy 整体市场战略market attractiveness factors 市场吸引力因素market attractiveness 市场吸引力market attractiveness/business position matrix 市场吸引力/业务地位矩阵market circumstances 市场环境market demographics 市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战略market exclusion 市场排斥market expansion strategy 市场扩张战略market factors 市场因素market followers 市场跟随者market growth rate 市场增长率market hierarchy 市场等级market inclusion 市场纳入market leaders 市场领导者market measurement 市场测量market opportunity analysis 市场机会分析market oriented 以市场为导向的market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜力测度market research 市场研究market segment 细分市场market segmentation 市场细分market share 市场份额market targeting 目标市场选择market 市场marketability 市场开拓能力market-entry strategies 市场进入战略marketing action plan 营销行动计划marketing audit 营销审计marketing channel 营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制marketing decision support systems (MDSS) 营销决策支持系统marketing environment audit 营销环境审计marketing flows and functions 营销过程和职能marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响marketing information system 营销信息系统marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合marketing policy 营销策略marketing productivity area audit 营销生产力领域的审计marketing program components 营销计划内容marketing program 营销计划/方案marketing relationship 营销关系marketing research 营销研究marketing strategy 营销战略market-management organizational structure 市场管理组织结构mark-up price 产品/溢价价格Marlboro 万宝路Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场渗透战略mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构Mitsubishi 日本松下电子mature conformists 成熟的随大流者mature markets 成熟市场mature stage of product life cycle 产品生命周期的成熟阶段McDonald's 麦当劳McDonnell Douglas 麦道公司MCI电讯公司（前世界通信公司）MDSS (Marketing-Decision Support System) 市场决策支持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准media audiences 媒体受众medical and health services 医疗卫生服务Medico Containment Servicesmemory of consumers 消费者记忆Mercedes-Benz 梅赛德斯-奔驰Mercer Management Consulting 美国美智管理顾问公司merchandising 推销merchant middlemen 国内贸易中间商merchant wholesalers 商业批发商message structure 信息结构Michael Porter 迈克尔-波特micro risks 微观风险microsegmentation 微观细分Miller Tyding ACT, USA 米勒·泰丁法案minging 矿业Minnesota Mining and Manufacturing Company (3M) 明尼苏达矿业和制造公司Minolta 美能达miscellaneous sources 多方面来源mission 宗旨missionary selling 推销式销售Mitsubishi Heavy Industries 三菱重工modified rebuy 调整再购mono segment positioning 单一细分市场定位Monsanto 孟山都农业生物技术公司moral appeals 伦理/道德诉求morals 道德Motorola 摩托罗拉multichannel distribution 多渠道分销multidimensional scaling 多维等级法multilevel selling 多级销售multinational corporations (MNCs) 跨国公司multiple test markets 多测试市场multiple-brand strategy 多品牌战略multiple-factor index 多因素指数法multisegment positioning 多重细分市场定位mutual trust 相互信任national account management 全国性客户管理national market 国内市场National Semiconductor 美国国家半导体公司natural products 天然产品NEC 日本电子Nescafé 雀巢咖啡Nestlé 雀巢net sales 净销售额network computer (NC) 网络计算机new business selling 新业务销售new buy 购入新产品new entrants 新进入者new markets 新市场new materials 新材料New Prod screening model 新普罗德筛选模型new product lines 新产品线new products 新产品new-product development 新产品开发new-product ideas 新产品创意Newsweek 《新闻周刊》new-task buying 全新采购new-to-the-world products 世界性新产品niche penetration strategy 壁龛/机会市场渗透战略niche-market strategy 壁龛市场战略Nike 耐克Nissan 尼桑no-brand brand name 无品牌的品牌名称no-frills product 无虚饰产品noise in communication system 传播系统中的噪音non-financial rewards 非物质性奖励措施non-probability sampling 非概率抽样non-profit organization 非盈利组织non-store retailing 无店铺零售业number of stock-outs 迟滞数目object-and-task method of promotion budgeting 目标-任务促销预算法objectives and strategy area audit 目标与战略领域的审计objectives 具体目标observation 观察法occupancy costs 房屋占用成本occupation/position 职业/职位odd pricing 奇/余数定价法OEM (original equipment manufacturer) 原始设备制造商overall quality 总体质量off-invoice discounts 发票之外的折扣offsets 抵消交易Omega 欧米加on-air testing 广播测试OPEC (Organization of Petroleum Exporting Countries) 欧佩克（石油输出国组织）opening relationships 建立关系operating supplies 生产供应品operational excellence 运作管理水平opinion leaders 意见领导者opportunity cost 机会成本opportunity identification 机会识别opportunity/threat matrix 机会/威胁矩阵order cycle time 订货周期order processing 订单处理organizational level 组织层次organizational requirement planning 组织需求计划organization area audit 组织领域的审计organization buying center 组织采购中心organizational customer 组织顾客organizational direct selling 组织直销organizational markets 组织市场organizational purchasing 组织采购organizational structure 组织结构outdoor enthusiasts 户外运动爱好者out-of-home media 户外广告媒体overall cost leadership 全面成本领先overheads 日常开支overseas direct investment 海外直接投资ownership of new product 新产品所有权packaging 包装panel of experts 专家小组parentage 渊源parties involved 交换中的各方payment terms 支付条款pay-off control 支出控制penetration pricing 渗透定价Pepsi-Cola 百事可乐perceived customer value 顾客感知价值perceived quality 感知到的质量perceived value 感知到的价值percentage of sales promotion budgeting method 销售额百分比促销预算法perceptions of consumers 消费者感知/理解perceptual (product) positioning 感知（产品）定位perceptual map 感知图perceptual organization 感知组织perceptual vigilance 感性的警惕performance dimension 业绩标准performance evaluation 业绩评估performance measures 表现/业绩测度performance objective 绩效目标performance standards 绩效标准performance 功能perish ability 非持久性personal selling 人员推销personal sources 个人的信息来源personnel development 人力资源开发persuasive 说服性的pharmaceuticals industry 医药行业physical (product) positioning 物理（产品）定位physical descriptors 物理变量physical distribution 实物分销Pillsbury 皮尔斯博瑞pioneers 先入者Pizza Hut 必胜客place utility 地点效用planning and control system area audit 计划与控制系统领域的审计point of sale information 销售点信息point-of-purhcase (POP) promotion 采购点促销point-of-sales (POS) data 销售点数据pontificator 保守派popularity 通用性population trends 人口趋势portfolio models for resource allocation 资源配置的资产组合模式position intensity 地位集中程度positioning 定位possession utility 拥有效用post-purchase dissonance 购买后的不协调post-purchase evaluation 购买后评估post-purchase/after-sale service 售后服务potential advantages 潜在优势potential customer 潜在顾客potential market 潜在市场potential target market 潜在目标市场power in distribution 分销权力power of buyers 购买者能力power of suppliers 供应商能力predatory pricing 掠夺性定价法pre-empting scarce resources 先占稀缺资源preferential treatment 特惠待遇premiums 额外奖励present competitors 现有的竞争者presenting sales message 提供销售信息pre-test market research 测试前市场研究price discrimination 价格歧视price elasticity of demand 需求的价格弹性price fixing 价格设定price leaders 价格领导者price lining 价格排列定价法price promotion 价格促销price quotation 报价price sensitivity 价格敏感度price structure 价格结构price 价格price/earnings ration 价格/收益比price-off promotions 降价促销price-setting process 定价过程pricing adjustments 定价调整pricing policies 价格策略pricing 定价primary demand 基本需求primary sources 第一类/主要数据print media 印刷媒体private/for-profit organization 私营/盈利性组织PRIZM (Potential Rating Index for Zip Markets) 按邮政区划为基础的潜力等级指数proactive new-product development strategy 进取型新产品开发战略probability sampling 概率抽样problem formulation 界定问题problem identification 确定问题process management 过程管理Procter & Gamble (P&G) 宝洁公司product line 产品线product availability 产品的可获得性product category 产品类别product class 产品类别product decisions 产品决策product design 产品设计product development 产品开发product dimension or attributes 产品维度/属性product evolution 产品演变product features 产品特征product intent share 产品倾向份额product leadership 产品领导能力product life cycle (PLC) 产品生命周期product life cycle curve 产品生命周期曲线product line 产品线product manager audit 产品经理审计product offering 供应品product organizaiton of salesforce 按产品组织销售队伍product policies 产品策略product positioning 产品定位product quality 产品质量product scope 产品范围product space 产品位置product specifications 产品规格product systems 产品体系product type 产品类型product usage 产品用途product 产品product(ion)-oriented organization 产品/生产导向型组织production 生产product-line pricing adjustments 产品线定价调整product-management organizational structure 产品管理组织结构product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品的市场特征product-use testing 产品使用测试pro-environment 环保profit impact of market strategy (PIMS) 市场战略的利润影响profitability analysis 盈利性分析profitability 盈利性/盈利能力profitable survivor strategy 有利可图的生存者战略project-company resource compatibility 项目与公司资源的协调性projected profit-and-loss statement 预计损益表projective tests 投影测试promotion decisions 促销决策promotion mix 促销组合promotion policies 促销策略promotion 促销promotional allowance 促销折让promotional effort 促销努力promotional pricing 促销定价promptness 及时性propector strategy 探索型战略prospecting for customers 寻找顾客psycho-graphics 心理统计特征psychological cost 心理成本psychological pricing 心理定价法public organization 公共组织public relations 公共关系public utilities 公共设施publicity 公共宣传pull strategy for control of distribution channels 分销渠道控制的拉式战略pupil dilation 瞳孔扩张purchase predisposition 购买倾向purchasing agent 采购代理purchasing contract 采购合同purchasing manager/agent 采购经理／代理purchasing power parity (PPP) 购买力平价指数push money/spiffs 佣金push strategy for control of distribution channels 分销渠道控制的推式战略qualifying prospects 审查潜在顾客资格quality dimensions 质量维度quality 质量quantity discount 数量折扣question marks 问题类questioning 询问法quotas 定额R & D expenditure 研究开发战略race and ethnic origin 种族和民族rack jobbers 供应超级市场的批发商radio 无线电广播rank ordering 排序rate of adoption 采购率rate-of-return/target return pricing 回报率/目标回报定价法rational appeals 理性诉求rationale 基本原理raw materials 原材料reactive and proactive responses 反应及前摄策略reactive new-product development strategy reactor strategy 反应型战略real estate 房地产rebates 回扣recall tests 记忆测试receiver 接收者reciprocity 利益互惠recognition of problem/need 发现问题/需求recognition tests 认知测试recreation 娱乐业recruitment and selection 招聘与选拔recycling of packaging 包装回收（利用）Reebok 锐步reference group 参照群体referent power 参照权refocus 巩固refunds 退款refusal to deal 拒绝经营regression analysis 回归分析法regulation 管制related/concentric diversification 相关/同心多元化relational VMSs 相关式垂直营销系统relative attractiveness of declining markets 衰退市场的相对吸引力relative market potential 相对市场潜力relative market share 相对市场份额reliability 可靠性repeat purchase behavior 重复购买行为repetition 重复repositionings 重新定位产品requirements planning 需求计划re-seller 中间商resident buyers 常驻采购员resource allocation/deployment 资源配置response strategies 反应策略response to communication 传播响应responsive strategy 反应型新产品开发战略responsiveness 响应性retail coverage strategy 零售范围战略Retail Index 零售指数retail outlets 零售店retail sales 零售额retailer co-operatives 零售商合作社retailer 零售商retailing trends 零售趋势Return on Equity (ROE) 权益回报率Return on Investment (ROI) 投资回报率Return on Net Assets (RONA) 净资产回报率reverse engineering 反向工程reward systems 奖励系统rivalry determinants 竞争决定因素rivalry 竞争对手Robert Miles 罗伯特·迈尔斯Rockwell 洛克威尔Rolex 劳力士Rolls-Royce 劳斯莱斯roster 名册salary 薪金sales agents 销售代理商sales analysis by customer 顾客销售分析sales analysis by order size 订货规模的销售分析sales analysis by product 产品销售分析sales analysis by territory 区域销售分析sales analysis 销售分析sales forcasting 销售预测sales force estimates 销售人员估计sales force size 销售队伍规模。
Marketing市场营销专业词汇中英文对照表
市场营销专业词汇中英文对照表Marketing Management营销管理New Products Development新产品开发Service Industry Marketing服务业营销Advertising广告Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道Public Relationship公共关系Consumer Behavior消费者行为Systems of Management Information管理信息系统Marketing Research营销调研accessibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略positioning定位market segmentation市场细分sales promotion销售促进advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising reach 广告接受人数advertising message 广告信息advertising source 广告信息来源agent middleman 代理商allowance 折让alteration 退换American Marketing Association 美国营销协会annual marketing plan 年度营销计划assurance 保证attitudes of consumers 消费者态度availability 可获得性/供货能力awareness （产品）知晓度/知名度baby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码barter 实物交易basic physical needs 基本生理需要BCG Grow-Share Matrix 波士顿增长-份额矩阵before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试blue collars 蓝领bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand's equity 品牌的价值break-even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度bribery 贿赂British Airways 英国航空公司brokers 经纪人budgeting 预算bundle 捆绑Bureau of Census 人口统计局business strength rating 商业能力评分business plan 商业计划business position 经营地位business sector 商业部门business services markets 商业服务市场business strategies 经营战略business unit strategy 经营单位战略buyback allowances 回购折让buyback arrangements 产品返销buyers' bargaining power 买方的讨价还价能力buyers 采购者buying behavior 购买行为buying center 采购中心buying inertia 购买惯性buying intention 购买意图buying offices 连锁商店的进货中心buying situation 采购情况/类型buying task 采购任务capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel conflicts 渠道冲突channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道choice criteria 选择标准closing a sale 结束销售clothing retailers 服装零售商co-branding 联合品牌code of ethics （职业）道德标准coercive power 强制权cognitive dissonance 认识的不协调collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体company personnel 公司员工comparative advertisements 比较广告comparison of brands 品牌比较compensation deals 补偿处理compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 补偿性的competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive (supply-side) evolution 竞争（供方）演变competitive factors 竞争因素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力competitor analysis 竞争者分析complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场computerized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型consumer decision-making 消费者（购买）决策consumer goods channels 消费品分销渠道consumer goods 消费品consumer markets 消费品市场consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers' perceptions 消费者感知consumption 消费contests 竞赛contingency planning 权变计划contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际贡献（贡献毛利）分析contribution margin 边际贡献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 服务的便利性core benefit proposition (CBP) 核心利益方案/提议corollary-data method 推定数据法corporate HQ 公司总部corrective action 矫正行动cost analysis 成本分析cost effectiveness 成本有效性cost leadership strategy 成本领先战略cost of capital 资本成本cost of goods sold (COGS) 产品销售成本cost reductions 降低成本产品cost-and-volume relationship 成本-数量关系cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益costs of competitors 竞争者成本costs of distribution 分销成本counter trade 对等贸易courtesy 礼貌coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing 习惯性定价法customer analysis 顾客分析customer contact 顾客接触customer demand 顾客需求customer intimacy 顾客亲密度customer loyalty 顾客忠诚度customer need 顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客服务customer-oriented pricing 顾客导向定价法customers' perception 顾客感知data confidentiality 数据保密data research 数据研究data sources 数据来源dealers 经销商deceptive advertisements 欺骗性广告deciders 决策者declining markets 衰退市场decoding 解码defect rate 缺陷率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略defensive positioning 防御性定位delivery time 交付时间delivery 配送demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 可靠性deregulation 放松管制descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants 决定因素different responses 差别反应differentiated marketing 差异化营销differentiation over time 不同时间的差异differentiation strategy 差异化战略differentiation 差异化diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度direct costing profitability analysis 直接成本盈利性分析direct mail 直接邮寄direct marketing via advertising media 通过广告媒体的直接营销direct marketing 直接营销direct product profitability (DPP) 直接产品盈利性/利润率direct selling 直销discount rate 贴现率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价策略discriminant analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视定价调整disjunctive model 分离模型display space 陈列空间disposable income 可支配收入dissonance-attribution hierarchy 不和谐-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销策略distribution 分销distributor/store (private labels) brands 分销商/私有品牌distributors 分销商diversification 多元化divest 撤退divest 出让divestment or liquidation 收回投资或清算dividend 红利domestic target marketing strategies 国内目标市场定位的营销战略dropping products 放弃产品dual/two channel distribution systems 双重分销系统durability 耐用性early vs late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素economic power 经济权economies of scale 规模经济education services 教育服务effectiveness 有效性efficiency 效率emergency goods 急需品emotional appeals 情感诉求empathy 移情作用empirical evidence 经验性实例empowerment 授权encoding 编码end use 最终使用endorsement 赞同engineering （产品）工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit （公司）伦理审计ethics of marketing 营销伦理道德ethnic composition 种族构成European Community 欧共体evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估event sponsorship 事件赞助event 活动everyday low-price (EDLP) 天天低价evoked set 引发的组合evolution of market 市场演变exchange 交换exclusive dealing 独家销售exclusive distribution 独家分销executive summary 执行摘要exhibition media 展示广告媒体existing market 现有市场exit barriers 退出壁垒expansion path 扩张途径expectation measures （顾客）预期测度expectations of customers 顾客期望expected unit sales 预计产量expected value 期望价值experience curve 经验曲线experimental research 实验性研究expert power 专长权exploratory research 探索性研究export agents 出口代理（商）export jobbers 出口批发商export management company 出口管理公司export merchants 出口贸易商export 出口exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额external data sources 外部数据来源external environment 外部环境extrapolation of past sales trends 过去销售趋势推测法facilitating agencies 辅助/中介机构factor analysis 因素分析法fads 时尚family branding 家族品牌family life cycle 家庭生命周期family structure 家庭结构farm products 农产品fast-moving consumer goods (FMCG) 快速变动的消费品fear appeals 恐惧/顾虑诉求features 特征Federal Department Stores 联邦百货商店Federal Trade Code （FTC) 联邦贸易法案FedEx (Federal Express) 联邦快递feedback data 反馈数据field test marketing 实地市场测试financing 融资fisheries 渔业fit and finish 结实度与外观fixed costs 固定成本fixed salary 固定工资flanker strategy 侧翼进攻战略flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational structure 扁平的组织结构FOB origin pricing FOB产地定价法focus strategy 集中战略followers 追随者Ford 福特公司foreign middlemen 国外中间商forestry 林业formalization 形式/规范化formulate 制定fortress/position-defence strategy 防御堡垒战略Fortune 《财富》杂志forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 免费电话号码free goods 免费商品freight-absorption pricing 免收运费定价法fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全成本盈利性分析full-service wholesalers 全方位服务的批发商functional competencies and resource allocation 职能能力与资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍functional organizational structure 职能型组织结构functional performance 功能性能functional strategy 职能战略games 比赛gap 差距gatekeepers 信息传递者general behavioral descriptors 一般行为变量General Electric (GE) 通用电气General Foods Corporation 通用食品general merchandise discount chains 大众商品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布geographical organization of sales force 按地区组织销售队伍Gillette 吉列剔须刀global adjustments 全球调整global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制global markets 全球市场global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场globalization 全球化global-market expansion 全球市场扩张goals 总目标going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制greenhouse effect 温室效应grey market 灰色市场gross domestic product (GDP) 国内生产总值gross margin 毛利gross national product (GNP) 国民生产总值gross profit 毛利gross rating points (GRPs) 总级别指数group/category product manager 类别产品经理growing markets 成长市场growth rate of market 市场增长率growth stage of product life cycle 产品生命周期的成长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leaders 市场领导者的市场增长战略growth-market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 保证/担保guarantees 保证Gucci 古琦（世界着名时装品牌）Haagen-Dazs 哈根达斯hard technology 硬技术Harvard Business Review 《哈佛商业评论》harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations (HMOs) （美国）卫生保健组织heavy buyer 大客户Heileman Brewing CompanyHeinz 亨氏食品helpfulness 有益性Henkel 汉高Hertz 赫兹（美国汽车租赁巨头）Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商high market share global strategy 高市场份额全球战略high-contact service system 高接触服务系统high-involvement product 高参与产品high-involvement purchase 高参与购买hight market share 高市场份额战略Hilton 希尔顿Holiday Inns 假日旅馆homogeneous market 同质市场Honda 本田household/family life cycle 家庭生命周期household 家庭hybrid technology 混合技术idea generation 创意的产生/生成ideas for new products 新产品创意/构想idea-screening process 创意筛选过程identification of segments 识别细分市场Illinois Tool Works 伊利诺斯工具厂image pricing 形象定价imitative positioning 模仿定位imitative strategy 模仿战略impact evaluation 影响评估impersonal sources 非个人的信息来源implementation and control of marketing programs 营销计划的执行和控制implementation 实施improvements in or revisions of existing products 现有产品的改良或修正impulse buying 冲动购买impulse goods 冲动购买品incentives 激励income 收入increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接成本盈利性分析individual brand 个别品牌individual value 个人价值industrial goods & services 工业产品和服务industrial goods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-business position matrix 行业吸引力-业务地位矩阵industry dynamics 产业动态industry evaluation 产业评估industry evolution 产业演变inelastic 缺乏价格弹性influences 影响者info-communications industry 信息通信行业infomercials 商业信息广告information age 信息时代information search 信息搜集information technology 信息技术information 信息informative 告知性的ingredient 成份in-home personal interview 个人家庭访谈in-house use tests 内部使用测试innovation 创新innovativeness 创新性installation 设施in-store display 店内展示in-store positioning 店内布局in-store promotion 店内促销intangibles 无形integrated marketing communication plan (IMC) 整合营销传播计划integration of perception 感知整合integration 整合Intel 因特尔intensity of market position 市场地位的集中程度intensity 集中程度intensive distribution 密集型分销interactions across multiple target markets 多目标市场间的相互作用interactive media 交互式媒体interest rates 利率internal data sources 内部数据来源internal marketing 内部营销internal organizational structure 内部组织结构international advertising 国际广告international channels 国际分销渠道international division 国际分部international marketing 国际营销international organizational design 国际组织设计internationalization of services 服务的国际化introductory stage of product life cycle 产品生命周期的推出阶段inventory level 库存水平investor relations advertising 投资关系广告issue advertising 观点广告jobbers 批发商Johnson & Johnson 强生joint ventures 合资jury of executive opinion 行政管理人员群体意见法just noticeable difference (JND) 恰巧注意到的差异just-in-time (JIT) management system 准时制管理体系just-in-time purchasing arrangements 及key account management 主要客户管理key accounts 关键客户key benefits 核心利益key environmental issue identification 确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户laboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级结构legal services 法律服务legislation 立法legitimate power 法定权level of compensation 酬金水平level of technical sophistication 技术的复杂程度Levi Strauss 李维·史特劳斯Levi's 列维斯（全球最大的牛仔服制造商）lexicographic model 词典编纂模型lifestyle 生活方式limited-service wholesalers 有限服务的批发商line extension 产品线扩展line filling 产品线填充line stretching 产品线延伸list price 订价Loyd's of London 伦敦劳埃德保险公司localization strategy 本地化战略location pricing 场所定价location 位置lodging 房屋出租logistical alliances 后勤联盟long-term memory 长期记忆lost customer 失去的顾客Louis Vuitton 路易·威登（法国着名时尚品牌）low-contact service system 低接触服务系统low-cost defender 低成本防御型low-cost position 低成本地位low-involvement hierarchy 低参与程度层级结构macro risks 宏观风险macro-environment 宏观环境macro-segmentation 宏观细分mail-order retailers 邮购零售商maintaining market share 保持市场份额maintenance strategy 保持战略management overhead 管理费mandatory adaptation 强制性适应manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives 生产商的代理商/销售代表manufacturers' export agents (MEA) 制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/分支机构manufacturing process 制造过程manufacturing 制造业market aggregation strategy 整体市场战略market attractiveness factors 市场吸引力因素market attractiveness 市场吸引力market attractiveness/business position matrix 市场吸引力/业务地位矩阵market circumstances 市场环境market demographics 市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战略market exclusion 市场排斥market expansion strategy 市场扩张战略market factors 市场因素market followers 市场跟随者market growth rate 市场增长率market hierarchy 市场等级market inclusion 市场纳入market leaders 市场领导者market measurement 市场测量market opportunity analysis 市场机会分析market oriented 以市场为导向的market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜力测度market research 市场研究market segment 细分市场market segmentation 市场细分market share 市场份额market targeting 目标市场选择market 市场marketability 市场开拓能力market-entry strategies 市场进入战略marketing action plan 营销行动计划marketing audit 营销审计marketing channel 营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制marketing decision support systems (MDSS) 营销决策支持系统marketing environment audit 营销环境审计marketing flows and functions 营销过程和职能marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响marketing information system 营销信息系统marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合marketing policy 营销策略marketing productivity area audit 营销生产力领域的审计marketing program components 营销计划内容marketing program 营销计划/方案marketing relationship 营销关系marketing research 营销研究marketing strategy 营销战略market-management organizational structure 市场管理组织结构mark-up price 产品/溢价价格Marlboro 万宝路Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场渗透战略mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构Mitsubishi 日本松下电子mature conformists 成熟的随大流者mature markets 成熟市场mature stage of product life cycle 产品生命周期的成熟阶段McDonald's 麦当劳McDonnell Douglas 麦道公司MCI电讯公司（前世界通信公司）MDSS (Marketing-Decision Support System) 市场决策支持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准media audiences 媒体受众medical and health services 医疗卫生服务Medico Containment Servicesmemory of consumers 消费者记忆Mercedes-Benz 梅赛德斯-奔驰Mercer Management Consulting 美国美智管理顾问公司merchandising 推销merchant middlemen 国内贸易中间商merchant wholesalers 商业批发商message structure 信息结构Michael Porter 迈克尔-波特micro risks 微观风险microsegmentation 微观细分Miller Tyding ACT, USA 米勒·泰丁法案minging 矿业Minnesota Mining and Manufacturing Company (3M) 明尼苏达矿业和制造公司Minolta 美能达miscellaneous sources 多方面来源mission 宗旨missionary selling 推销式销售Mitsubishi Heavy Industries 三菱重工modified rebuy 调整再购mono segment positioning 单一细分市场定位Monsanto 孟山都农业生物技术公司moral appeals 伦理/道德诉求morals 道德Motorola 摩托罗拉multichannel distribution 多渠道分销multidimensional scaling 多维等级法multilevel selling 多级销售multinational corporations (MNCs) 跨国公司multiple test markets 多测试市场multiple-brand strategy 多品牌战略multiple-factor index 多因素指数法multisegment positioning 多重细分市场定位mutual trust 相互信任national account management 全国性客户管理national market 国内市场National Semiconductor 美国国家半导体公司natural products 天然产品NEC 日本电子Nescafé 雀巢咖啡Nestlé 雀巢net sales 净销售额network computer (NC) 网络计算机new business selling 新业务销售new buy 购入新产品new entrants 新进入者new markets 新市场new materials 新材料New Prod screening model 新普罗德筛选模型new product lines 新产品线new products 新产品new-product development 新产品开发new-product ideas 新产品创意Newsweek 《新闻周刊》new-task buying 全新采购new-to-the-world products 世界性新产品niche penetration strategy 壁龛/机会市场渗透战略niche-market strategy 壁龛市场战略Nike 耐克Nissan 尼桑no-brand brand name 无品牌的品牌名称no-frills product 无虚饰产品noise in communication system 传播系统中的噪音non-financial rewards 非物质性奖励措施non-probability sampling 非概率抽样non-profit organization 非盈利组织non-store retailing 无店铺零售业number of stock-outs 迟滞数目object-and-task method of promotion budgeting 目标-任务促销预算法objectives and strategy area audit 目标与战略领域的审计objectives 具体目标observation 观察法occupancy costs 房屋占用成本occupation/position 职业/职位odd pricing 奇/余数定价法OEM (original equipment manufacturer) 原始设备制造商overall quality 总体质量off-invoice discounts 发票之外的折扣offsets 抵消交易Omega 欧米加on-air testing 广播测试OPEC (Organization of Petroleum Exporting Countries) 欧佩克（石油输出国组织）opening relationships 建立关系operating supplies 生产供应品operational excellence 运作管理水平opinion leaders 意见领导者opportunity cost 机会成本opportunity identification 机会识别opportunity/threat matrix 机会/威胁矩阵order cycle time 订货周期order processing 订单处理organizational level 组织层次organizational requirement planning 组织需求计划organization area audit 组织领域的审计organization buying center 组织采购中心organizational customer 组织顾客organizational direct selling 组织直销organizational markets 组织市场organizational purchasing 组织采购organizational structure 组织结构outdoor enthusiasts 户外运动爱好者out-of-home media 户外广告媒体overall cost leadership 全面成本领先overheads 日常开支overseas direct investment 海外直接投资ownership of new product 新产品所有权packaging 包装panel of experts 专家小组parentage 渊源parties involved 交换中的各方payment terms 支付条款pay-off control 支出控制penetration pricing 渗透定价Pepsi-Cola 百事可乐perceived customer value 顾客感知价值perceived quality 感知到的质量perceived value 感知到的价值percentage of sales promotion budgeting method 销售额百分比促销预算法perceptions of consumers 消费者感知/理解perceptual (product) positioning 感知（产品）定位perceptual map 感知图perceptual organization 感知组织perceptual vigilance 感性的警惕performance dimension 业绩标准performance evaluation 业绩评估performance measures 表现/业绩测度performance objective 绩效目标performance standards 绩效标准performance 功能perish ability 非持久性personal selling 人员推销personal sources 个人的信息来源personnel development 人力资源开发persuasive 说服性的pharmaceuticals industry 医药行业physical (product) positioning 物理（产品）定位physical descriptors 物理变量physical distribution 实物分销Pillsbury 皮尔斯博瑞pioneers 先入者Pizza Hut 必胜客place utility 地点效用planning and control system area audit 计划与控制系统领域的审计point of sale information 销售点信息point-of-purhcase (POP) promotion 采购点促销point-of-sales (POS) data 销售点数据pontificator 保守派popularity 通用性population trends 人口趋势portfolio models for resource allocation 资源配置的资产组合模式position intensity 地位集中程度positioning 定位possession utility 拥有效用post-purchase dissonance 购买后的不协调post-purchase evaluation 购买后评估post-purchase/after-sale service 售后服务potential advantages 潜在优势potential customer 潜在顾客potential market 潜在市场potential target market 潜在目标市场power in distribution 分销权力power of buyers 购买者能力power of suppliers 供应商能力predatory pricing 掠夺性定价法pre-empting scarce resources 先占稀缺资源preferential treatment 特惠待遇premiums 额外奖励present competitors 现有的竞争者presenting sales message 提供销售信息pre-test market research 测试前市场研究price discrimination 价格歧视price elasticity of demand 需求的价格弹性price fixing 价格设定price leaders 价格领导者price lining 价格排列定价法price promotion 价格促销price quotation 报价price sensitivity 价格敏感度price structure 价格结构price 价格price/earnings ration 价格/收益比price-off promotions 降价促销price-setting process 定价过程pricing adjustments 定价调整pricing policies 价格策略pricing 定价primary demand 基本需求primary sources 第一类/主要数据print media 印刷媒体private/for-profit organization 私营/盈利性组织PRIZM (Potential Rating Index for Zip Markets) 按邮政区划为基础的潜力等级指数proactive new-product development strategy 进取型新产品开发战略probability sampling 概率抽样problem formulation 界定问题problem identification 确定问题process management 过程管理Procter & Gamble (P&G) 宝洁公司product line 产品线product availability 产品的可获得性product category 产品类别product class 产品类别product decisions 产品决策product design 产品设计product development 产品开发product dimension or attributes 产品维度/属性product evolution 产品演变product features 产品特征product intent share 产品倾向份额product leadership 产品领导能力product life cycle (PLC) 产品生命周期product life cycle curve 产品生命周期曲线product line 产品线product manager audit 产品经理审计product offering 供应品product organizaiton of salesforce 按产品组织销售队伍product policies 产品策略product positioning 产品定位product quality 产品质量product scope 产品范围product space 产品位置product specifications 产品规格product systems 产品体系product type 产品类型product usage 产品用途product 产品product(ion)-oriented organization 产品/生产导向型组织production 生产product-line pricing adjustments 产品线定价调整product-management organizational structure 产品管理组织结构product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品的市场特征product-use testing 产品使用测试pro-environment 环保profit impact of market strategy (PIMS) 市场战略的利润影响profitability analysis 盈利性分析profitability 盈利性/盈利能力profitable survivor strategy 有利可图的生存者战略project-company resource compatibility 项目与公司资源的协调性projected profit-and-loss statement 预计损益表projective tests 投影测试promotion decisions 促销决策promotion mix 促销组合promotion policies 促销策略promotion 促销promotional allowance 促销折让promotional effort 促销努力promotional pricing 促销定价promptness 及时性propector strategy 探索型战略prospecting for customers 寻找顾客psycho-graphics 心理统计特征psychological cost 心理成本psychological pricing 心理定价法public organization 公共组织public relations 公共关系public utilities 公共设施publicity 公共宣传pull strategy for control of distribution channels 分销渠道控制的拉式战略pupil dilation 瞳孔扩张purchase predisposition 购买倾向purchasing agent 采购代理purchasing contract 采购合同purchasing manager/agent 采购经理／代理purchasing power parity (PPP) 购买力平价指数push money/spiffs 佣金push strategy for control of distribution channels 分销渠道控制的推式战略qualifying prospects 审查潜在顾客资格quality dimensions 质量维度quality 质量quantity discount 数量折扣question marks 问题类questioning 询问法quotas 定额R & D expenditure 研究开发战略race and ethnic origin 种族和民族rack jobbers 供应超级市场的批发商radio 无线电广播rank ordering 排序rate of adoption 采购率rate-of-return/target return pricing 回报率/目标回报定价法rational appeals 理性诉求rationale 基本原理raw materials 原材料reactive and proactive responses 反应及前摄策略reactive new-product development strategy reactor strategy 反应型战略real estate 房地产rebates 回扣recall tests 记忆测试receiver 接收者reciprocity 利益互惠recognition of problem/need 发现问题/需求recognition tests 认知测试recreation 娱乐业recruitment and selection 招聘与选拔recycling of packaging 包装回收（利用）Reebok 锐步reference group 参照群体referent power 参照权refocus 巩固refunds 退款refusal to deal 拒绝经营regression analysis 回归分析法regulation 管制related/concentric diversification 相关/同心多元化relational VMSs 相关式垂直营销系统relative attractiveness of declining markets 衰退市场的相对吸引力relative market potential 相对市场潜力relative market share 相对市场份额reliability 可靠性repeat purchase behavior 重复购买行为repetition 重复repositionings 重新定位产品requirements planning 需求计划re-seller 中间商resident buyers 常驻采购员resource allocation/deployment 资源配置response strategies 反应策略response to communication 传播响应responsive strategy 反应型新产品开发战略responsiveness 响应性retail coverage strategy 零售范围战略Retail Index 零售指数retail outlets 零售店retail sales 零售额retailer co-operatives 零售商合作社retailer 零售商retailing trends 零售趋势Return on Equity (ROE) 权益回报率Return on Investment (ROI) 投资回报率Return on Net Assets (RONA) 净资产回报率reverse engineering 反向工程reward systems 奖励系统rivalry determinants 竞争决定因素rivalry 竞争对手Robert Miles 罗伯特·迈尔斯Rockwell 洛克威尔Rolex 劳力士Rolls-Royce 劳斯莱斯roster 名册。
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第十四章
Promotion mix (or marketing communications mix )促销组合又称营
销沟通组合Advertising广告Sales
promotion销售促进Sales
promotion销售促进Personal selling人员销售public relations公共
目标成本法 target costing :pricing that starts with an ider selling price,then targets costs that will ensure that the price is met(它先确定一个以顾客感知价值为基础的理想售价，然后 以与价格相匹配为目标确定成本。)
需求曲线 demand curve:a curve that shows the number of units the market will buy in a given time period,at different prices that might be charged(是指其他条件相同时，在每一价格水 平上买主愿意购买的商品量的表或曲线。 )
推出新产品时制定很高的初始价格，在市场上一层一层的掠夺收益 Market-penetration pricing市场渗透定价法 Setting a low price for a new product in order to attract a large number 企业把其新产品的价格定得相对较低，以吸引大量顾客，提高市场占有 率 Product Line Pricing产品线定价 Setting the price steps between various products in a product line based on differences between the product costs, customer evaluations of different features, and competitors’ prices. 根据产品成本之间的差异,客户评价不同的特性,和竞争对手的价格确 定同一产品线中各种不同产品之间的价格差异 Optional-Product Pricing备选产品定价 The pricing of optional or accessory products along with a main product. 可选或附属产品的定价基于主要产品。 Captive-Product Pricing附属产品定价法 Setting a high price for products that must be used along with a main product charged at low price. 给主产品制定较低价格，给附属品制定较高价格 By-Product Pricing副产品定价法 Setting a price for by-products in order to make the main products’ price more competitive. 设定一个价格副产品以使主要产品的价格更有竞争力为目的。 Product Bundle Pricing一揽子定价法 Combining several products and offering the bundle at a reduced price. 将几种产品组合在一起，以低于各单价之和的价格出售 Discount 折扣 a straight reduction in price on purchases during a stated period of time. 在规定时间内购买价格的直接降低 Allowance津贴 promotional money paid by manufacturers to retailers in return for an agreement to feature the manufacturer’s products in some way. 为回报经销商对广告和促销的参与而提供的报酬或价格减让 Segmented pricing市场细分定价法
system
disintermediation
Marketing channel design intensive distribution
exclusive distribution
selective distribution
selective distribution
marketing channel management
第十一章
Maket-skimming pricing市场撇脂定价Market-penetration pricing市
场渗透定价法Product Line Pricing产品线定价Optional-Product
Pricing备选产品定价Captive-Product Pricing附属产品定价法By-
产品或服务差异化，支持高于平均水平的价格。)
基于成本的定价方法 cost-based pricing:setting price based on the costs for producing,distributing ,and selling the product plus a fair of return for effort and risk(指在生存、分销和销售 产品的成icing副产品定价法Product Bundle Pricing一揽子定价法
Discount 折扣
Allowance津贴Segmented
pricing市场细分定价法Psychological
pricing心理定价Reference prices参考价格Promotional pricing促销
价值增值定价 value-added pricing:attaching
value-added
features and services to differentiate a company’s offers and
charging higher prices(公司增添了增加价值的属性和服务，以使其
成本加成定价法 cost-plus pricing:adding a standard markup to the cost of the product(在产品成本上加一个标准的加成)
盈亏平衡定价法(目标利润定价法) break-even pricing(target profit pricing):setting price to break even on the costs of making and marketing a product,or setting price to make a target profit (是根据企业预期的总销售量与总成本，或者实现期望利润目标的价格)
价格弹性 price elasticity:a measure of the sensitivity of damand to changes in price(需求对价格波动的反映)
第十一章
Maket-skimming pricing市场撇脂定价 Setting a high price for a new product to skim maximum revenues layer by layer from the segments willing to pay the high price;the company makes fewer but more profitable sales.
定价法
Geographical pricing地理定价FOB-original pricing FOB原产地定
价法
Uniform-delivered pricing统一交货定价法Zone pricing地区定价法
Basing-point pricing基点定价法Freight-absorption pricing 减免
固定成本 fixed cost :costs that do not vary with production or sales level(是不随产量或销售量的变化而变化的成本)
变动成本 variable cost:costs that vary driectly with the level of production(指随着生产水平而直接变化的成本)
provider
第十三章
Retailing 零售 retailer 零售商 specialty 专用商品店 department store 百货商店 supermarket 超市 convenience 便利店 superstore 超级商店 category killer 品类杀手 service retailer 零售商店 discount store 折扣商店 off-price retailer 低价商店 independent off-price retailer 仓储商店 factory outlet 厂家直 营店 warehouse club 仓储俱乐部 chain store 连锁店 franchise 特 许经营shopping center 购物中心 wheel-of-retailing concept 零售 轮转理论 wholesaling 批发 wholesaler批发商 merchant wholesaler 独立批发商 broker 经纪人 agent代理商 manufacturers＇ sales branches and offices 制造商及零售商的分店和销售办事处
channel conflict
Conventional distribution channel
vertical marketing
system(VSM)
corporate VSM
contractual VSM franchise
organization administered VSM