Marketing場(chǎng)營(yíng)銷專業(yè)詞匯中英文對(duì)照表

1、市場(chǎng)營(yíng)銷專業(yè)詞匯中英文對(duì)照表MarketingManagement營(yíng)銷管理NewProductsDevelopment新產(chǎn)品開(kāi)發(fā)ServiceIndustryMarketing服務(wù)業(yè)營(yíng)銷Advertising廣告BusinessNegotiation商業(yè)談判InternationalMarketing國(guó)際市場(chǎng)營(yíng)銷SalesChannels銷售渠道PublicRelationship公共關(guān)系ConsumerBehavior消費(fèi)者行為SystemsofManagementInformation管理信息系統(tǒng)MarketingResearch營(yíng)銷調(diào)研accessibility可進(jìn)入性accessory

2、equipmentmarkets附屬設(shè)備市場(chǎng)accountmanagementpolicies客戶管理策略positioning定位marketsegmentation市場(chǎng)細(xì)分salespromotion銷售促進(jìn)advertisingfeedback廣告反饋advertisingfrequency廣告頻率advertisingmedia廣告媒體advertisingreach廣告接受人數(shù)advertisingmessage廣告信息advertisingsource廣告信息來(lái)源agentmiddleman代理商allowance折讓alteration退換AmericanMarketingAss

3、ociation美國(guó)營(yíng)銷協(xié)會(huì)annualmarketingplan年度營(yíng)銷計(jì)戈Uassurance保證attitudesofconsumers¥肖費(fèi)者態(tài)度availability可獲得性/供貨能力awareness（產(chǎn)品）知曉度/知名度babyboomers嬰兒潮出生的一代人backwardchannelsforrecycling回收的后向渠道backwardintegration后向垂直一體化banneradvertisements橫幅標(biāo)語(yǔ)廣告barcodes條形碼barter實(shí)物交易basicphysicalneeds基本生理需要BCGGrow-ShareMatrix波士頓增長(zhǎng)一

4、份額矩陣beforetests事前測(cè)試BehaviorScanInformationResourcesInc。行為掃描信息源公司behaviouralanalysis行為分析behaviouralhierarchies行為層級(jí)benchmarking基準(zhǔn)benefitclusters利益群體benefits禾U益Benz奔馳billing帳單birthrate出生率blanketpurchaseorder攬子采購(gòu)合同blindpairedcomparisontesting雙盲比較狽U試bluecollars藍(lán)領(lǐng)bottomline底線/盈虧一覽結(jié)算線brandawareness品牌意識(shí)/認(rèn)知b

5、randextensions品牌擴(kuò)展brandloyalty品牌忠誠(chéng)度brandmark品牌標(biāo)志brandname品牌名稱brandpositioning品牌定位brandrecognition品牌識(shí)另1Jbrandstrategies品牌戰(zhàn)略brand品牌brandingstrategy品牌化戰(zhàn)略branding品牌化brand'sequity品牌的價(jià)值breakevenanalysis盈虧平衡分析break-evenvolume盈虧平衡產(chǎn)量breathofproductassortment產(chǎn)品線的寬度bribery賄賂BritishAirways英國(guó)航空公司brokers經(jīng)紀(jì)人bu

6、dgeting預(yù)算bundle捆綁BureauofCensus人口統(tǒng)計(jì)局businessstrengthrating商業(yè)能力評(píng)分businessplan商業(yè)計(jì)戈Ubusinessposition經(jīng)營(yíng)地位businesssector商業(yè)部businessservicesmarkets商業(yè)服務(wù)市場(chǎng)businessstrategies經(jīng)營(yíng)戰(zhàn)略businessunitstrategy經(jīng)營(yíng)單位戰(zhàn)略buybackallowances回購(gòu)折讓buybackarrangements產(chǎn)品返銷buyers'bargainingpower買方的討價(jià)還價(jià)能力buyers采購(gòu)者buyingbehavior購(gòu)買行

7、為buyingcenter采購(gòu)中心buyinginertia購(gòu)買慣性buyingintention購(gòu)買意圖buyingoffices連鎖商店的進(jìn)貨中心buyingsituation采購(gòu)情況/類型buyingtask采購(gòu)任務(wù)capitalgains資本收益capitalinvestedinproduct產(chǎn)品投入資本Carnival嘉年華cashcows現(xiàn)金牛類cashdiscounts現(xiàn)金折扣cataloguesales目錄銷售categorizationofperception感知分類categorization分另U類centralization集中化chameleons/followers

8、變色龍/跟隨者channelalternatives可選擇的營(yíng)銷渠道channelconflicts渠道沖突channeldecisions渠道決策channelfunctions渠道功能channelinstitutions渠道組織結(jié)構(gòu)channelmanagement渠道管理channelobjectives渠道目標(biāo)channelofdistribution分銷渠道channelpower渠道權(quán)力channelcontrolstrategies渠道控制戰(zhàn)略channeldesigndecisions渠道設(shè)計(jì)決策channel-managementdecisions渠道管理決策channel

9、sofcommunication傳播渠道choicecriteria選擇標(biāo)準(zhǔn)closingasale結(jié)束銷售clothingretailers服裝零售商cobranding聯(lián)合品牌codeofethics（職業(yè)）道德標(biāo)準(zhǔn)coercivepower強(qiáng)制權(quán)cognitivedissonance認(rèn)識(shí)的不協(xié)調(diào)collectionofdata數(shù)據(jù)收集collection收款co-marketingalliances聯(lián)合營(yíng)銷聯(lián)盟combinationcompensationplan結(jié)合式薪酬方案commitment承諾communicationchannels傳播渠道communicationproces

10、s傳播過(guò)程communication信息交流/溝通communicationsmedia傳播媒體companypersonnel公司員工comparativeadvertisements比較廣告comparisonofbrands品牌比較compensationdeals補(bǔ)償處理compensationplan酬金方案compensation/rewards酬金/獎(jiǎng)勵(lì)compensatory補(bǔ)償性的competitionorientatedpricing競(jìng)爭(zhēng)導(dǎo)向定價(jià)法competitiveadvantage競(jìng)爭(zhēng)優(yōu)勢(shì)competitive（supply-side）evolution競(jìng)爭(zhēng)（供方）演

11、變competitivefactors競(jìng)爭(zhēng)因素competitiveintelligence競(jìng)爭(zhēng)情報(bào)/信息competitiveparitypromotionbudgeting促銷預(yù)算法競(jìng)爭(zhēng)戰(zhàn)略競(jìng)爭(zhēng)優(yōu)勢(shì)/能力競(jìng)爭(zhēng)者分析投訴處理competitivestrategycompetitivestrengthcompetitoranalysiscomplainthandlingcomponentmaterialsandpartsmarkets競(jìng)爭(zhēng)均勢(shì)組成材料和零部件市場(chǎng)computerizedorderingconclusiveresearchconditionsofdemand計(jì)算機(jī)化的訂購(gòu)確定性研

12、究需求情況conformancetospecifications與規(guī)格一致conformance一致性confrontationstrategy對(duì)抗戰(zhàn)略conjointmeasurement聯(lián)合測(cè)度法conjunctivemodel聯(lián)合模型consumerdecision-making消費(fèi)者（購(gòu)買）決策consumergoodschannels消費(fèi)品分銷渠道consumergoods消費(fèi)品consumermarkets消費(fèi)品市場(chǎng)consumerneeds消費(fèi)者需求consumerpackaged-goodsfirms消費(fèi)者包裝食品公司consumerpromotion消費(fèi)者促銷consumer

13、tests消費(fèi)者測(cè)試consumer/householdmarket消費(fèi)者/家庭市場(chǎng)consumers'perceptions消費(fèi)者感知consumption消費(fèi)contests競(jìng)賽contingencyplanning權(quán)變計(jì)戈Ucontractconstruction契約建筑業(yè)contractmanufacturing契約制造業(yè)contraction/strategicwithdrawalstrategy收縮/戰(zhàn)略性撤退戰(zhàn)略contractualentrymodes契約式進(jìn)入模式contractualverticalmarketingsystems合約式垂直營(yíng)銷系統(tǒng)contribut

14、ionmarginanalysis分析邊際貢獻(xiàn)（貢獻(xiàn)毛利）contributionmargin邊際貢獻(xiàn)controlstrategies控制戰(zhàn)略conveniencefoodstores便禾U食品商店conveniencegoods便禾U品convenience服務(wù)的便利性corebenefitproposition(CBP)核心利益方案/提議corollary-datamethod推定數(shù)據(jù)法corporateHQ公司總部correctiveaction矯正行動(dòng)costanalysis成本分析costeffectiveness成本有效性costleadershipstrategy成本領(lǐng)先戰(zhàn)略c

15、ostofcapital資本成本costofgoodssold(COGS)產(chǎn)品銷售成本costreductions降低成本產(chǎn)品cost-and-volumerelationship成本-數(shù)量關(guān)系cost-orientedpricing成本導(dǎo)向定價(jià)法cost-plus/markuppricing成本力口成/溢價(jià)定價(jià)法costsandbenefitsofmarketingfunctions營(yíng)銷職能的成本和效益costsofcompetitors競(jìng)爭(zhēng)者成本costsofdistribution分銷成本countertrade對(duì)等貿(mào)易courtesy禮貌coverageofgeographicmark

16、et地域性市場(chǎng)的范圍coverageofrelevantretailers相關(guān)零售商的銷售范圍credibility信譽(yù)creditterms信貸條款criticalassumptions關(guān)鍵假設(shè)cross-elasticity交叉彈性customarypricing習(xí)慣性定價(jià)法customeranalysis顧客分析customercontact顧客接觸customerdemand顧客需求customerintimacy顧客親密度customerloyalty顧客忠誠(chéng)度customerneed顧客需要customerorganizationofsalesforce按客戶組織銷售隊(duì)伍custo

17、merretention顧客維系/保留customersatisfaction顧客滿意度customersegmentpricing顧客細(xì)分市場(chǎng)定價(jià)customerservice顧客服務(wù)customerorientedpricing顧客導(dǎo)向定價(jià)法customers'perception顧客感知dataconfidentiality數(shù)據(jù)保密dataresearch數(shù)據(jù)研究datasources數(shù)據(jù)來(lái)源dealers經(jīng)銷商deceptiveadvertisements欺騙性廣告deciders決策者decliningmarkets衰退市場(chǎng)decoding解碼defectrate缺陷率def

18、enderstrategy防御型戰(zhàn)略defensivenewproductdevelopmentstrategy防御性新產(chǎn)品開(kāi)發(fā)戰(zhàn)略defensivepositioning防御性定位deliverytime交付時(shí)間delivery配送demandcharacteristics需求特征demandcurve需求曲線demand-orientedpricing需求導(dǎo)向定價(jià)法demographicenvironment人口統(tǒng)計(jì)環(huán)境departmentstores百貨商店dependability可靠性deregulation放松管制descriptiveresearch描述性研究designdeci

19、sions設(shè)計(jì)決策desiredpercentagemark-uponretail預(yù)期零售利潤(rùn)率desiredpercentagereturn預(yù)期回報(bào)率determinantattributes關(guān)鍵屬性determinants決定因素differentresponses差另1J反應(yīng)差異化營(yíng)銷不同時(shí)間的差異差異化戰(zhàn)略創(chuàng)新擴(kuò)散理論differentiatedmarketingdifferentiationovertimedifferentiationstrategydifferentiation差異化diffusionofinnovationtheorydimension因素dimensionso

20、fquality質(zhì)量維度directcostingprofitabilityanalysis直接成本盈利性分析directmail直接郵寄directmarketingviaadvertisingmedia通過(guò)廣告媒體的直接營(yíng)銷directmarketing直接營(yíng)銷directproductprofitability(DPP)直接產(chǎn)品盈利性/利潤(rùn)率directselling直銷discountrate貼現(xiàn)率discountstores折扣商店discount折扣discount/premiumpricepolicies折扣/溢價(jià)策略discriminantanalysis差異分析法discri

21、minatoryadjustments歧視價(jià)格調(diào)整discriminatorypricingadjustments歧視定價(jià)調(diào)整disjunctivemodel分離模型displayspace陳歹U空間disposableincome可支配收入dissonanceattributionhierarchy不和諧-歸屬層次結(jié)構(gòu)distributionchanneldesigns分銷渠道設(shè)計(jì)distributionchannelobjectives分銷渠道的目標(biāo)distributionchannel分銷渠道distributiondecisions分銷決策distributionpolicies分銷策

22、略distribution分銷distributor/store(privatelabels)brands分銷商/私有品牌distributors分銷商diversification多元化divest撤退divest出讓divestmentorliquidation收回投資或清算dividend紅禾Udomestictargetmarketingstrategies國(guó)內(nèi)目標(biāo)市場(chǎng)定位的營(yíng)銷戰(zhàn)略droppingproducts放棄產(chǎn)品dual/twochanneldistributionsystems雙重分銷系統(tǒng)durability耐用性earlyvslateadoption早期采購(gòu)與后期采購(gòu)ea

23、rningspershare每股收益economicandtechnologicalfactors經(jīng)濟(jì)技術(shù)因素economicpower經(jīng)濟(jì)權(quán)economiesofscale規(guī)模經(jīng)濟(jì)educationservices教育服務(wù)effectiveness有效性efficiency效率emergencygoods急需品emotionalappeals情感訴求empathy移情作用empiricalevidence經(jīng)驗(yàn)性實(shí)例empowerment授權(quán)encoding編碼enduse最終使用endorsement贊同engineering(產(chǎn)品)工程設(shè)計(jì)entrepreneurialstrategy企業(yè)

24、家戰(zhàn)略entrystrategies進(jìn)入戰(zhàn)略environmentandpackagingdisposal環(huán)境與包裝處理environmentfactors環(huán)境因素environmentalscanning環(huán)境掃描/分析environmentalstrategy環(huán)境戰(zhàn)略establishment機(jī)構(gòu)ethicalaudit(公司)倫理審計(jì)ethicsofmarketing營(yíng)銷倫理道德ethniccomposition種族構(gòu)成EuropeanCommunity歐共體evaluationandrewardsystems評(píng)估與獎(jiǎng)勵(lì)體系evaluationandselectionofsupplier評(píng)

25、估和選擇供應(yīng)商evaluationofalternatives評(píng)估替代品/各種選擇evaluationofbrands品牌評(píng)估eventsponsorship事件贊助event活動(dòng)everydaylow-price(EDLP)天天低價(jià)evokedset引發(fā)的組合evolutionofmarket市場(chǎng)演變exchange交換exclusivedealing獨(dú)家銷售exclusivedistribution獨(dú)家分銷executivesummary執(zhí)行摘要exhibitionmedia展示廣告媒體existingmarket現(xiàn)有市場(chǎng)exitbarriers退出壁壘expansionpath擴(kuò)張途徑e

26、xpectationmeasures(顧客)預(yù)期測(cè)度expectationsofcustomers顧客期望expectedunitsales預(yù)計(jì)產(chǎn)量expectedvalue期望價(jià)值experiencecurve經(jīng)驗(yàn)曲線experimentalresearch實(shí)驗(yàn)性研究expertpower專長(zhǎng)權(quán)exploratoryresearch探索性研究exportagents出口代理(商)exportjobbers出口批發(fā)商exportmanagementcompany出口管理公司exportmerchants出口貿(mào)易商export出口exporting出口商品extendedusestrategy擴(kuò)

27、大使用戰(zhàn)略extendingvolumegrowth擴(kuò)大市場(chǎng)份額externaldatasources外部數(shù)據(jù)來(lái)源externalenvironment夕卜部環(huán)境extrapolationofpastsalestrends過(guò)去銷售趨勢(shì)推測(cè)法facilitatingagencies輔助/中介機(jī)構(gòu)factoranalysis因素分析法fads時(shí)尚familybranding家族品牌familylifecycle家庭生命周期familystructure家庭結(jié)構(gòu)farmproducts農(nóng)產(chǎn)品fastmovingconsumergoods(FMCG)快速變動(dòng)的消費(fèi)品fearappeals恐懼/顧慮訴求

28、features特征FederalDepartmentStores聯(lián)邦百貨商店FederalTradeCode(FT。聯(lián)邦貿(mào)易法案FedEx(FederalExpress)聯(lián)邦快遞feedbackdata反饋數(shù)據(jù)fieldtestmarketing實(shí)地市場(chǎng)測(cè)試financing融資fisheries漁業(yè)fitandfinish結(jié)實(shí)度與外觀fixedcosts固定成本fixedsalary固定工資flankerstrategy側(cè)翼進(jìn)攻戰(zhàn)略flanker/fightingbrand戰(zhàn)斗品牌flankingandencirclementstrategies側(cè)翼進(jìn)攻與圍堵戰(zhàn)略flatorganizat

29、ionalstructure扁平的組織結(jié)構(gòu)FOBoriginpricingFOB產(chǎn)地定價(jià)法focusstrategy集中戰(zhàn)略followers追隨者Ford福特公司foreignmiddlemen國(guó)外中間商forestry林業(yè)formalization形式/規(guī)范化formulate制定fortress/position-defencestrategy防御堡壘戰(zhàn)略Fortune財(cái)富雜志forwardintegration向前一體化franchisesystems特許系統(tǒng)franchising特許經(jīng)營(yíng)freecallnumbers免費(fèi)電話號(hào)碼freegoods免費(fèi)商品freightabsorpti

30、onpricing免收運(yùn)費(fèi)定價(jià)法fringebenefits小額津貼frontalattackstrategy正面進(jìn)攻戰(zhàn)略fullcostingprofitabilityanalysis全成本盈禾1性分析full-servicewholesalers全方位服務(wù)的批發(fā)商functionalcompetenciesandresourceallocation職能能力與資源分配functionalefficiency職能效率functionalorganizationofsalesforce按銷售職能組織銷售隊(duì)伍functionalorganizationalstructure職能型組織結(jié)構(gòu)funct

31、ionalperformance功能性能5functionalstrategy職能戰(zhàn)略games比賽gap差品巨gatekeepers信息傳遞者generalbehavioraldescriptors一般行為變量GeneralElectric(GE)通用電氣GeneralFoodsCorporation通用食品generalmerchandisediscountchains大眾商品折扣連鎖店GeneralMotors通用汽車geodemographics區(qū)域人口統(tǒng)計(jì)特征geographicadjustments地理調(diào)整geographicdistribution地理分布geographical

32、organizationofsalesforce按地區(qū)組織銷售隊(duì)伍Gillette吉列剔須刀globaladjustments全球調(diào)整globaleliteconsumersegment全球精英消費(fèi)品市場(chǎng)globalexpansion全球擴(kuò)張globalmarketingcontrol全球營(yíng)銷控制globalmarkets全球市場(chǎng)globalnichestrategy全球機(jī)會(huì)戰(zhàn)略globalstandardizationstrategy全球標(biāo)準(zhǔn)化戰(zhàn)略globalteenagesegment全球青少年市場(chǎng)globalization全球化global-marketexpansion全球市場(chǎng)擴(kuò)張go

33、als總目標(biāo)goingrate/competitiveparitypricing競(jìng)爭(zhēng)性平價(jià)定價(jià)法goodsproducers產(chǎn)品制造商Goodyear固特異輪胎governmentagencies政府機(jī)構(gòu)governmentbuyers政府采購(gòu)者governmentmarket政府市場(chǎng)governmentregulation政府管制greenhouseeffect溫室效應(yīng)greymarket灰色市場(chǎng)grossdomesticproduct(GDP)國(guó)內(nèi)生產(chǎn)總值grossmargin毛禾Ugrossnationalproduct(GNP國(guó)民生產(chǎn)總值grossprofit毛禾1grossratin

34、gpoints(GRPs)總級(jí)別指數(shù)group/categoryproductmanager類另1J產(chǎn)品經(jīng)理growingmarkets成長(zhǎng)市場(chǎng)growthrateofmarket市場(chǎng)增長(zhǎng)率growthstageofproductlifecycle產(chǎn)品生命周期的成長(zhǎng)階段growth-extensionstrategies增長(zhǎng)擴(kuò)張戰(zhàn)略growthmarketstrategiesformarketleaders市場(chǎng)領(lǐng)導(dǎo)者的市場(chǎng)增長(zhǎng)戰(zhàn)略growth-marketstrategy成長(zhǎng)性市場(chǎng)戰(zhàn)略growthmarkettargetingstrategy成長(zhǎng)性市場(chǎng)定位戰(zhàn)略guarantee/warrant

35、y保證/擔(dān)保guarantees保證Gucci古琦(世界著名時(shí)裝品牌)HaagenDazs哈根達(dá)斯hardtechnology硬技術(shù)HarvardBusinessReview哈佛商業(yè)評(píng)論harvest收獲harvestingpricing收獲定價(jià)法harvestingstrategy收獲戰(zhàn)略healthcare醫(yī)療保健healthmaintenanceorganizations(HMOs(美國(guó))衛(wèi)生保健組織heavybuyer大客戶HeilemanBrewingCompanyHeinz亨氏食品helpfulness有益性Henkel漢高Hertz赫茲(美國(guó)汽車租賃巨頭)HewlettPacka

36、rd惠普公司hierarchyofstrategy戰(zhàn)略的層次highmargin/low-turnoverretailers高禾U潤(rùn)/彳氐周轉(zhuǎn)率的零售商highmarketshareglobalstrategy高市場(chǎng)份額全球戰(zhàn)略highcontactservicesystem高接觸服務(wù)系統(tǒng)high-involvementproduct高參與產(chǎn)品highinvolvementpurchase高參與購(gòu)買hightmarketshare高市場(chǎng)份額戰(zhàn)略Hilton希爾頓HolidayInns假日旅館homogeneousmarket同質(zhì)市場(chǎng)Honda本田household/familylifecycle家庭生命周期household家庭hybridtechnology混合技術(shù)ideageneration創(chuàng)意的產(chǎn)生/生成ideasfornewproducts新產(chǎn)品創(chuàng)意/構(gòu)想ide