《市场营销学(第11版)》教材各章节主要名词英汉对照

《市场营销学（第11版）》
教材各章节
主要名词英汉对照Part 1: Defining Marketing
and the Marketing Process P. 8 Chapter 1: Marketing: Creating and Capturing Customer Value P. 8
1.Marketing市场营销
2.Needs需要
3.Wants欲望
4.Demands需求
5.Marketing offering市场供给物
6.Marketing myopia营销近视症
7.Exchange交换
8.Market市场
9.Marketing management 营销管理
10.Production concept 生产观念
11.Product concept产品观念
12.Selling concept销售观念
13.Marketing concept市场营销观念
14.Societal marketing concept社会营销观念
15.Customer relationship management 客户关系管理
16.Customer-perceived value顾客感知价值
17.Customer satisfaction顾客满意
18.Customer-generated marketing消费者自主营销
19.Partner relationship management 合作伙伴关系营销
20.Customer lifetime value顾客终身价值
21.Share of customer顾客份额
22.Customer equity顾客资产
23.Internet互联网
24.Globalization 国际化
25.Marketing process营销过程Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships P. 36
26.Strategic planning战略规划
27.Mission statement企业使命
28.Business portfolio业务组合
29.Portfolio 投资组合，有价证券
30.Portfolio analysis 投资组合分析
31.Growth-share matrix 成长占有率矩阵
32.Product/market expansion grid产品/市场扩展矩阵
33.Market development市场开发
34.Product development产品开发
35.Diversification多元化
36.Downsizing 精简
37.Value chain价值链
38.Value delivery network价值传递网络
39.Marketing strategy营销战略
40.Market segmentation市场细分
41.Market targeting目标市场定位
42.Positioning市场定位
43.Differentiation 差异化
44.Marketing mix营销组合
45.SWOT analysis SWOT分析，态势分析发，优劣势分析法
46.Marketing implementation营销执行
47.Marketing control 营销控制
48.Marketing audit营销审计
49.Return on marketing investment （or marketing ROI）营销投资收益率
Part 2: Understanding the Marketplace and Consumers P. 58 Chapter 3: Analyzing the Marketing Environment P. 58
50.Marketing environment 市场环
境
51.Microenvironment微观环境
52.Macroenviroment宏观环境
53.Marketing intermediaries营销中间商
54.Public公众
55.Demography 人口统计
56.Baby boomers婴儿潮世代
57.Generation X X世代
lennials（or Generation Y）千禧世代（Y世代）
59.Economic environment经济环境
60.Engel’s laws恩格尔法则
61.Natural environment自然环境
62.Technological environment技术环境
63.Political environment政治环境
64.Cultural environment文化环境
Chapter 4: Managing Marketing Information to Gain Customer Insights P. 82
65.Customer insights顾客洞察力
66.Marketing information system （MIS）市场信息系统
67.Internal database内部数据库
68.Marketing intelligence营销情报
69.Exploratory research探索性调研
70.Descriptive research描述性调研
71.Causal research因果性调研
72.Secondary data二手数据
mercial online database商业在线数据库
74.Observational research观察式调研
75.Ethnographic research民族志调研
76.Survey research询问式调研
77.Experimental research实验室调研
78.Focus group interviewing 焦点小组访谈
79.Online marketing research 在线营销调研
80.Online focus group在线焦点小组
81.Sample样本
82.Customer relationship management （CRM）客户关系管理83.Questionnaire 调查问卷
Chapter 5: Understanding Consumer and Business Buyer Behavior P. 108
84.Culture文化
85.Subculture亚文化
86.Social class 社会阶层
87.Group 团队
88.Opinion leader 意见团队
89.Online social networks 在线文化网络
90.Lifestyle 生活方式
91.Personality 个性
92.Motive（Drive）动机（驱动力）
93.Perception感知
94.Learning学习
95.Belief信念
96.Attitude态度
97.Cognitive dissonance 认知失调
98.New product 新产品
99.Adoption process 采用过程100.Business buyer behavior 产业购买者行为
101.Derived demand 派生需求102.Straight rebuy 直接重购
103.Modified rebuy 修订重购买104.New task 新任务
105.Systems selling（or solutions selling）系统销售（解决方案营销）106.Buying center 采购中心
107.Value analysis 价值分析
Part 3: Designing a Customer-Driven
Marketing Strategy and Mix P. 138 Chapter 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers P. 138
108.Market segmentation 市场细分109.Market targeting（targeting）目标市场选择
110.Differentiation 差异化
111.Positioning 市场定位
112.Geographic segmentation 地理细分
113.Demographic segmentation 人口细分
114.Age and life-cycle segmentation 年龄和生命周期细分
115.Gender segmentation 性别细分116.Income segmentation 收入细分117.Psychographic segmentation 心里细分
118.Behavior segmentation 行为细分119.Occasion segmentation 时机细分120.Benefit segmentation 利益细分121.Customer loyalty 顾客忠诚度122.Intermarket segmentation 跨国市场细分
123.Target market 目标市场
124.Undifferentiated （mass）marketing 无差异营销（大众营销）125.Differentiated （segmented）marketing 差异化营销（细分营销）126.Concentrated （）marketing 集中营销（利基营销）
127.Micromarketing 微观营销
128.Local marketing 地区营销129.Individual marketing 个性化营销130.Production position 产品定位petitive advantage 竞争优势132.Value proposition 价值主张133.Positioning statement 定位陈述Chapter 7: Products, Services, and Brands: Building Customer Value P. 164
134.Product 产品
135.Service 服务
136.Customer product 消费品
137.Convenience product 便利品138.Shopping product 选购品
139.Specialty product 特殊品
140.Unsought product 非渴求品141.Industrial product 产业用品142.Social marketing 社会营销143.Product quality 产品质量
144.Brand 品牌
145.Packaging 包装
146.Product line 产品线
147.Product mix （or product portfolio）产品组合
148.Brand equity 品牌资产
149.Store brand （or private brand）中间商品牌（自有品牌）
150.Co-branding 合作品牌
151.Line extension 产品延伸线152.Brand extension 品牌延伸
153.Service intangibility服务的无形性
154.Service inseparability服务的不可分离性
155.Service variability服务的易变性156.Service perishability服务的易逝性
157.Service-profit chain服务利润链158.Internal marketing 内部营销159.Interactive marketing 互动营销
Chapter 8: Developing New-Product and Managing the Life-Cycle P. 192 160.New-product development 新产品开发战略
161.Idea generation 产生创意
162.Idea screening 筛选创意
163.Product concept 产品观念
164.Concept testing 概念测试
165.Marketing strategy development 营销战略开发
166.Business analysis 商业分析167.Product development 产品开发168.Test marketing 试销
mercialization 商业化170.Customer-centered new-product development 以顾客为中心的新产品开发
171.Team-based new-product development 基于团队的新产品开发172.Product life cycle 产品生命周期173.Style 风格
174.Fashion 时尚
175.Fad 热潮
176.Introduction stage 导入期
177.Growth stage 成长期
178.Maturity stage 成熟期
179.Decline stage 衰退期
Chapter 9: Pricing:Understanding and Capturing Customer Value P. 212 180.Price价格
181.Value-based pricing 价值导向定价
182.Good-value pricing 最优价值定价
183.Value-added pricing 价值增值定价
184.Cost-based pricing 成本导向定价
185.Fixed costs 固定成本
186.Valuable costs 变动成本
187.Total costs 总成本
188.Cost-plus pricing 成本加成定价189.Break-even pricing （target profit pricing）盈亏平衡定价（目标利润定价）
190.Target costing 目标成本法191.Demand curve 需求曲线
192.Price elasticity 价格弹性
193.Market-skimming pricing 市场撇脂定价
194.High-definition television （HDTV）高清电视
195.Market-penetration pricing 市场渗透定价
196.Optional-product pricing 附属产品定价
197.By-product pricing 副产品定价198.Product bundle pricing 产品捆绑定价
199.Discount 折扣
200.Allowance 折让
201.Segmentation pricing 细分定价202.Psychological pricing 心理定价203.Reference pricing 参考定价204.Promotional pricing 促销定价205.Geographical pricing 地理定价206.Dynamic pricing 动态定价
Chapter 10: Marketing Channels: Delivering Customer Value P. 242 207.Value delivery network 价值传递网络
208.Marketing channel （distribution channel）营销渠道（分销渠道）209.Channel level 渠道层级
210.Direct marketing channel 直接营销渠道
211.Channel conflict 渠道冲突212.Conventional distribution channel 传统分销渠道
213.Vertical marketing system （VMS）垂直营销系统
214.Corporate VMS公司VMS（垂直营销系统）
215.Contractual VMS 合同式VMS （垂直营销系统）
216.Franchise organization 特许经营组织
217.Administered VMS 管理式VMS （垂直营销系统）
218.Horizontal marketing system 水平营销系统
219.Multichannel distribution system 多渠道分销系统
220.Disintermediation 去中介化221.Marketing channel design 营销渠道设计
222.Intensive distribution 密集分销223.Exclusive distribution 独家分销224.Selective distribution 选择性分销
225.Marketing channel management 营销渠道管理
226.Marketing logistics （physical distribution）营销物流（物流）227.Supply chain management 供应链管理
228.Distribution center 分销中心229.Intermodal transportation 多式联运
230.Integrated logistics management 整合物流管理
231.Third-party logistics （3PL）provider 第三方物流供应商
Chapter 11: Retailing and Wholesaling P. 262
232.Retailing 零售
233.Specialty store 专卖店
234.Department store 百货商店235.Supermarket 超级市场
236.Convenience store 便利店
237.Superstore 超级商店
238.Category killer 品类杀手239.Service retailer 服务零售店240.Discount store 折扣商店
241.Off-price retailer 廉价零售店242.Independent off-price retailer 独立廉价零售商
243.Factory outlet 工厂直营店244.Warehouse club 仓储俱乐部245.Chain store 连锁店
246.Franchise 特许经营
247.Shopping center 购物中心248.Wheel-of-retailing concept 零售轮转理论
249.Wholesaling 批发
250.Wholesaler 批发商
251.Merchant wholesaler
252.Broker
253.Agent
254.Manufacturer’s sales branches and offices 制造商的销售分发机构和办事处
Chapter 12: Communicating Customer Value: Advertising and Public Relations P. 294
255.Promotion mix （Marketing Communication Mix）营销组合（营销沟通组合）
256.Advertising 广告
257.Sales promotion 销售促进258.Personal selling 人员推销
259.Public relations 公告关系
260.Direct marketing 直复营销261.Integrated marketing communication （IMC）整合营销沟通
262.Push strategy 推式战略
263.Pull strategy 拉式战略
264.Advertising objective 广告目标265.Advertising budget 广告预算266.Affordable method 量力而行法
267.Percentage-of-sale method 销售百分比法
petitive-parity method 竞争对等法
269.Objective-and-task method 目标任务法
270.Advertising strategy 广告战略271.Madison & Vine 麦迪逊大街和好莱坞藤街
272.Creative concept 创意概念
273.Execution style 创作文体
274.Advertising media 广告媒体275.Return on advertising investment 广告投资收益率
276.Advertising agency 广告代理商277.Public relation 公共关系
Chapter 13: Personal Selling and Sales Promotion P. 324
278.Personal selling 人员推销
279.Salesperson 销售人员
280.Sale force management 销售队伍管理
281.Territorial sales force structure 地域型销售组织机构
282.Product sales force structure 产品型销售组织机构
283.Customer sales force structure 顾客型销售组织机构
284.Outside sales force （or field sales force）外部销售队伍（现场销售队伍）285.Inside sales force 内部销售队伍286.Team selling 团队销售
287.Sales quota 销售定额
288.Selling process 销售过程
289.Prospection 寻找线索
290.Preapproach 事先调查
291.Approach 接触访问
292.Presentation 展示
293.Handling objection 排除异议294.Closing 完成交易
295.Follow-up 后续工作
296.Sales promotion 销售促进297.Customer promotions 消费者销售促进
298.Event marketing 事件营销299.Trade promotion 贸易销售促进300.Business promotions 商业销售促进
Chapter 14: Direct and Online Marketing: Building Direct Customer Relationships P. 348
301.Direct marketing 直复营销302.Customer database 顾客数据库303.Direct-mail marketing 直接邮寄营销
304.Catalog marketing 目录营销305.Telephone marketing 电话营销306.Direct-response television marketing 电视直销
307.Online marketing 在线营销308.Internet 互联网
309.Click-only companies 点击企业（即在线交易公司）
310.Click-and-mortar companies 虚实结合营销
311.Business-to-customer （B2C）online marketing 企业对消费者的在线营销
312.Business-to-business （B2B）online marketing企业对企业的在线营销
313.Customer-to-customer （C2C）online marketing消费者对消费者的在线营销
314.Customer-to-business （C2B）online marketing消费者对企业的在线营销
315.Corporate （or brand）Web site 公
司（品牌）网站
316.Marketing Web site 营销网站317.Online advertising 在线广告318.Viral marketing 病毒营销
319.Online social networks 在线社交啊网络
320.Spam 垃圾邮件
Part 4: Extending Marketing P. 372
Chapter 15: The Global Marketplace P. 372
321.Global marketplace 全球市场322.Global firm 跨国公司
323.Economic community 经济共同体
324.Americanization 美国化
325.Exporting 出口
326.Joint venturing 组建合资公司327.Licensing 许可经营
328.Contract manufacturing 合同制造
329.Management contracting 合同管理
330.Joint ownership 合同所有
331.Direct investment 直接投资332.Standardized global marketing 全球标准化营销
333.Straight product extension 直接产品延伸
334.Product adaptation 产品适应335.Product invention 产品创新munication adaptation 沟通适应
337.Whole-channel view 整渠道视野
Chapter 16: Sustainable Marketing: Social Responsibility and Ethics P. 394 338.Consumerism 消费者保护主义339.Environmentalism 环境保护主义340.Environmental sustainability 环境可持续发展
341.Enlightened marketing 远见营销342.Consumer-oriented marketing 消费者导向营销
343.Customer-value marketing 顾客价值营销
344.Innovative marketing 创新营销345.Sense-o-mission marketing 使命感营销
346.Societal marketing 社会营销347.Deficient product是不完善的产品
348.Pleasing products 令人愉快的产品
349.Salutary products 有益的产品。