市场营销专业词汇

1、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

2、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a

3、dvertising 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

4、间商 allowance 折让alteration 退换AMA Code of Ethics美国营销协会职业道德标准A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anti-pollution legislation反污染立法annual marketing plan年度营销计划年度采购需求计划annual requirement pu

5、rchasing arrangement anticipatory positioning 预见性定位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

6、众auto repair汽车维修automation services自动月及务automobile industry汽车产业autonomy自主权availability 可获得性/供货能力avante guardian 前卫派Avon雅芳awareness (产品)知晓度/知名度Bbaby boomers 婴儿潮出生的一代人backward channels for recycling回收的后向渠道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 need

7、s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 彳亍为分析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

8、采购合同blind-paired comparison testing 双盲比较测试Blockbusterblue 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business position Z军营地位brand mark品牌i标志brand name品牌名称brand positioning品片里定位brand recognition品片卑识另！Jbrand strategies品牌战略brand品牌branding stra

9、tegy 品牌化战略branding品牌化brands 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 产品线的宽度产品线的宽度或多样性breath or diversity of product linesbribery 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

10、分business plan 商业计划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产品返车肖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

11、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Ccable TV有线电视Cadillac凯迪拉克Campbells 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分门另！

12、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 集中彳匕chameleons/followers 变色龙 / 跟随者channel alternatives可选择的营销渠道渠道冲突channel conflicts chann原道决策decisions channelfunctions channelinstitutions channelmanagement channelobjectiveschannel of distributionchannel pow

13、er渠道权力channel-control strategies channel-design decisions渠道功能渠道组织结构渠道管理渠道目标分销渠道渠道控制战略渠道设计决策渠道管理决策channel-management decisions传播渠道channels of communicationCharles Snow查尔斯斯诺Cherokee 切诺基 Chevrolet 雪佛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 ret

14、ailers 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com

15、munication 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康柏比较广告comparative advertisementscomparison 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 pr

16、icing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

17、 and parts markets 组成材料和零部件市场computerized ordering计算机化的订购确定性研究conclusive researchconditions of demand需求情况conflict and resolution strategies冲突和解决战略conformance to specifications 与规格致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

18、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

19、contingency planning权变计划contract construction契约建筑业contract manufacturing 契约制造业 co nt ract i o n/st rat eg ic 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 contributionmargin analysis边际贡献（贡献毛利）分析contributrion margin边际贡献control strategies 控

20、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(2军营)范围corporate strate

21、gy 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

22、量关系cost-oriented pricing成本导向定价法cost-plus/mark-up pricing成本加成/溢价定价法营销职能的成本和效益costs and benefits of marketing functionscosts of competitors 竞争者成本costs of distribution分销成本customers1 perception顾客感知customers1 preferences顾客偏好countertrade对等贸易coupons 优惠券 courtesy 礼貌 coverage of geographic market 地域性市场的范围cov

23、erage 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 顾客接向虫 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 customerorganization of sales f

24、orce 按客户组织车肖售0、伍 customer retention顾客维系 /保留 customer satisfaction 顾客满意度 customer segmentpricing顾客细分市场定价顾客导向定价法customer-oriented pricing顾客的价格敏感度customer service顾客月艮务 customers1 price sensitivitycustomizing 定制Ddata 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dece

25、ptive advertisements 欺骗T生广告deciders决策者declining markets 衰退市场decoding解石马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

26、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 retaildesired percentage return 预期回报率determinant attributes 关键属性determinants决定因素预期零售利

27、润率different responses 差另!反应differentiated defender strategy差异化防御战略differentiated marketing differentiation 11.；,；,；. 不同时问的差异 over time differentiation strategydifferentiation 差异化 diffusion 霹，上战略innovation theory dimension 因素dimensions of quality质量维度direct创新扩成理论costing profitability analysis direct m

28、ail直接邮寄 direct marketing viaadvertising media direct marketing 直直接成本盈利性分析接营销 direct product profitability(DPP) direct selling 直销 discount rate通过广告媒体的直接营销贴现率直接产品盈利性/利润率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di

29、scriminatory 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外午H渠道distribution decisions分销决策distribution policies分销策略distribut

30、ion 分销distributor/store (private lables) brands 分销商 / 私有品并用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 duplicat

31、ion （媒体）重复DuPont杜邦公司durability 耐用性Eearly 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教育月艮务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emp

32、athy移情作用empirical evidence经验t生实例1empowerment 授权end use最终使用 endorsement 赞同encoding 编码entrepreneurial strategy企业家战略entry strategies 进入战略环境与包装处理environment and packaging disposalenvironment 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

33、 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引发的组合市场演变evolution of market e

34、xchange 交换exclusive dealing /虫家代exclusive distribution独家分销执行摘要executive summary exhibition media 展示广告媒体exit barriers退出壁垒expansion path 扩张途径expectation measures（顾客）预期测度顾客期望实验性研究exploratory research探索性研究expectations of customers expected unit sales 预计产量expected value 期望价值experience curve 经验曲线experimen

35、tal research expert power 专长权export agents 出口代理（商）export jobbers 出口批发商出口管理公司export management company 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Ffa

36、cilitating 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 农产品快速变动的消费品fast-moving consumer goods (FMCG) 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fe

37、edback 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产地定彳介;去focus strategy 集中战略foll

38、owers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 attac

39、k 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functi

40、onal strategy 职能战略G games比赛gap差距 gatekeepers信息传递者general behavioral descriptors盘殳行为变量General Electric (GE)通用电气General Foods Corporation 通用食品general merchandise discount chains大众商品打扣连锁店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 organi

41、zation 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-marke

42、t 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 produc

43、t (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

44、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