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

市場(chǎng)營(yíng)銷專業(yè)詞匯中英文對(duì)照表benchmarking基準(zhǔn)benefitclusters利益群體MarketingManagement營(yíng)銷管理NewProductsDevelopment新產(chǎn)品開發(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accessoryequipmentmarkets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AmericanMarketingAssociation美國(guó)營(yíng)銷協(xié)會(huì)annualmarketingplan年度營(yíng)銷計(jì)劃assurance保證attitudesofconsumers消費(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BCGGrowShareMatrix波士頓增長(zhǎng)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)benefits利益Benz奔馳billing帳單birthrate出生率blanketpurchaseorder一攬子采購(gòu)合同blind-pairedcomparisontesting雙盲比較測(cè)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brandextensions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ljbrandstrategies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break-evenanalysis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budgeting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)劃businessposition經(jīng)營(yíng)地位businesssector商業(yè)部門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1buyingsituation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分門別類centralization集中化chameleons/followers變色龍/星艮隨者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channel-controlstrategies渠道控制戰(zhàn)略channel-designdecisions渠道設(shè)計(jì)決策channel-managementdecisions渠道管理決策channelsofcommunication傳播渠道choicecriteria選擇標(biāo)準(zhǔn)closingasale結(jié)束銷售clothingretailers服裝零售商co-branding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communicationprocess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competition-orientatedpricing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）演變competitivefactors競(jìng)爭(zhēng)因素competitiveintelligence競(jìng)爭(zhēng)情報(bào)/信息competitiveparitypromotionbudgeting競(jìng)爭(zhēng)均勢(shì)促銷預(yù)算法competitivestrategy競(jìng)爭(zhēng)戰(zhàn)略competitivestrength競(jìng)爭(zhēng)優(yōu)勢(shì)/能力competitoranalysis競(jìng)爭(zhēng)者分析complainthandling投訴處理componentmaterialsandpartsmarkets組成材料和零部件市場(chǎng)computerizedordering計(jì)算機(jī)化的訂購(gòu)conclusiveresearch確定性研究conditionsofdemand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consumertests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)劃contractconstruction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)contributionmarginanalysis邊際貢獻(xiàn)（貢獻(xiàn)毛利）分析contributionmargin邊際貢獻(xiàn)controlstrategies控制戰(zhàn)略conveniencefoodstores便利食品商店conveniencegoods便利品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costofcapital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/mark-uppricing成本加成/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coverageofgeographicmarket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customerretention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)customer-orientedpricing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defenderstrategy防御型戰(zhàn)略defensivenew-productdevelopmentstrategy防御性新產(chǎn)品開發(fā)戰(zhàn)略defensivepositioning防御性定位deliverytime交付時(shí)間delivery酉己送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designdecisions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差別反應(yīng)differentiatedmarketing差異化營(yíng)銷differentiationovertime不同時(shí)間的差異differentiationstrategy差異化戰(zhàn)略differentiation差異化diffusionofinnovationtheory創(chuàng)新擴(kuò)散理論dimension因素dimensionsofquality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discriminatoryadjustments歧視價(jià)格調(diào)整discriminatorypricingadjustments歧視定價(jià)調(diào)整disjunctivemodel分離模型displayspace陳列空間disposableincome可支配收入dissonance-attributionhierarchy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紅利domestictargetmarketingstrategies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)earningspershare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)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)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expectationmeasures(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)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fast-movingconsumergoods(FMCG)快速變動(dòng)的消費(fèi)品fearappeals恐懼/顧慮訴求features特征FederalDepartmentStores聯(lián)邦百貨商店FederalTradeCode(FTC)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flatorganizationalstructure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freight-absorptionpricing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全成本盈利性分析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)functionalperformance功能性能functionalstrategy職能戰(zhàn)略games比賽gap差距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geographicalorganizationofsalesforce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goals總目標(biāo)going-rate/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毛利grossnationalproduct(GNP)國(guó)民生產(chǎn)總值grossprofit毛利grossratingpoints(GRPs)總級(jí)別指數(shù)group/categoryproductmanager類別產(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growth-marketstrategiesformarketleaders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growth-markettargetingstrategy成長(zhǎng)性市場(chǎng)定位戰(zhàn)略guarantee/warranty保證/擔(dān)保guarantees保證Gucci古琦(世界著名時(shí)裝品牌)Haagen-Dazs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)Hewlett-Packard惠普公司hierarchyofstrategy戰(zhàn)略的層次highmargin/low-turnoverretailers高利潤(rùn)/低周轉(zhuǎn)率的零售商highmarketshareglobalstrategy高市場(chǎng)份額全球戰(zhàn)略high-contactservicesystem高接觸服務(wù)系統(tǒng)high-involvementproduct高參與產(chǎn)品high-involvementpurchase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倉(cāng)1J意的產(chǎn)生/生成ideasfornewproducts新產(chǎn)品創(chuàng)意/構(gòu)想idea-screeningprocess創(chuàng)意篩選過(guò)程identificationofsegments識(shí)別細(xì)分市場(chǎng)IllinoisToolWorks伊利諾斯工具廠imagepricing形象定價(jià)imitativepositioning模仿定位imitativestrategy模仿戰(zhàn)略impactevaluation影響評(píng)估impersonalsources非個(gè)人的信息來(lái)源implementationandcontrolofmarketingprograms營(yíng)銷計(jì)劃的執(zhí)行和控制implementation實(shí)施improvementsinorrevisionsofexistingproducts現(xiàn)有產(chǎn)品的改良或修正impulsebuying沖動(dòng)購(gòu)買impulsegoods沖動(dòng)購(gòu)買品incentives激勵(lì)income收入increasedpenetrationstrategy增加滲透戰(zhàn)略indirectcostingprofitabilityanalysis間接成本盈利性分析individualbrand個(gè)別品牌individualvalue個(gè)人價(jià)值industrialgoods&services工業(yè)產(chǎn)品和服務(wù)industrialgoodschannels工業(yè)品分銷渠道industryattractiveness行業(yè)吸弓|力industryattractiveness-businesspositionmatrix行業(yè)吸引力-業(yè)務(wù)地位矩陣industrydynamics產(chǎn)業(yè)動(dòng)態(tài)industryevaluation產(chǎn)業(yè)評(píng)估industryevolution產(chǎn)業(yè)演變inelastic缺乏價(jià)格彈性influences影響者info-communicationsindustry信息通信行業(yè)infomercials商業(yè)信息廣告informationage信息時(shí)代informationsearch信息搜集informationtechnology信息技術(shù)information信息informative告知性的ingredient成份in-homepersonalinterview個(gè)人家庭訪談in-houseusetests內(nèi)部使用測(cè)試innovation創(chuàng)新innovativeness創(chuàng)新性installation設(shè)施in-storedisplay店內(nèi)展示in-storepositioning店內(nèi)布局in-storepromotion店內(nèi)促銷intangibles無(wú)形integratedmarketingcommunicationplan(IMC)整合營(yíng)銷傳播計(jì)劃integrationofperception感知整合integration整合Intel因特爾intensityofmarketposition市場(chǎng)地位的集中程度intensity集中程度intensivedistribution密集型分銷interactionsacrossmultipletargetmarkets多目標(biāo)市場(chǎng)間的相互作用interactivemedia交互式媒體interestrates利率internaldatasources內(nèi)部數(shù)據(jù)來(lái)源internalmarketing內(nèi)部營(yíng)銷internalorganizationalstructure內(nèi)部組織結(jié)構(gòu)internationaladvertising國(guó)際廣告internationalchannels國(guó)際分銷渠道internationaldivision國(guó)際分部internationalmarketing國(guó)際營(yíng)銷internationalorganizationaldesign國(guó)際組織設(shè)計(jì)internationalizationofservices服務(wù)的國(guó)際化introductorystageofproductlifecycle產(chǎn)品生命周期的推出階段inventorylevel庫(kù)存水平investorrelationsadvertising投資關(guān)系廣告issueadvertising觀點(diǎn)廣告jobbers批發(fā)商Johnson&Johnson強(qiáng)生jointventures合資juryofexecutiveopinion行政管理人員群體意見法justnoticeabledifference(JND)恰巧注意到的差異just-in-time(JIT)managementsystem準(zhǔn)時(shí)制管理體系just-in-timepurchasingarrangements及keyaccountmanagement主要客戶管理keyaccounts關(guān)鍵客戶keybenefits核心利益keyenvironmentalissueidentification確定主要的環(huán)境問(wèn)題keyvariables關(guān)鍵變量key/houseaccounts關(guān)鍵/機(jī)構(gòu)客戶laboratorytests實(shí)驗(yàn)室測(cè)試leapfrogstrategy蛙跳戰(zhàn)略learninghierarchy學(xué)習(xí)層級(jí)結(jié)構(gòu)legalservices法律服務(wù)legislation立法legitimatepower法定權(quán)l(xiāng)evelofcompensation酬金水平leveloftechnicalsophistication技術(shù)的復(fù)雜程度LeviStrauss李維?史特勞斯Levi's列維斯(全球最大的牛仔服制造商)lexicographicmodel詞典編纂模型lifestyle生活方式limited-servicewholesalers有限服務(wù)的批發(fā)商lineextension產(chǎn)品線擴(kuò)展linefilling產(chǎn)品線填充linestretching產(chǎn)品線延伸listprice訂價(jià)Loyd,sofLondon倫敦勞埃德保險(xiǎn)公司localizationstrategy本地化戰(zhàn)略locationpricing場(chǎng)所定價(jià)location位置lodging房屋出租logisticalalliances后勤聯(lián)盟long-termmemory長(zhǎng)期記憶lostcustomer失去的顧客LouisVuitton路易?威登(法國(guó)著名時(shí)尚品牌)low-contactservicesystem低接觸服務(wù)系統(tǒng)low-costdefender低成本防御型low-costposition低成本地位low-involvementhierarchy低參與程度層級(jí)結(jié)構(gòu)macrorisks宏觀風(fēng)險(xiǎn)macro-environment宏觀環(huán)境macro-segmentation宏觀細(xì)分mail-orderretailers郵購(gòu)零售商maintainingmarketshare保持市場(chǎng)份額maintenancestrategy保持戰(zhàn)略managementoverhead管理費(fèi)mandatoryadaptation強(qiáng)制性適應(yīng)manufacturerbrand制造商/全國(guó)性品牌manufacturers,agents/representatives生產(chǎn)商的代理商/銷售代表manufacturers,exportagents(MEA)制造商出口代理manufacturers,salesoffices/branches生產(chǎn)商的銷售辦事處/分支機(jī)構(gòu)manufacturingprocess制造過(guò)程manufacturing制造業(yè)marketaggregationstrategy整體市場(chǎng)戰(zhàn)略marketattractivenessfactors市場(chǎng)吸弓［力因素marketattractiveness市場(chǎng)吸弓|力marketattractiveness/businesspositionmatrix市場(chǎng)吸引力/業(yè)務(wù)地位矩陣marketcircumstances市場(chǎng)環(huán)境marketdemographics市場(chǎng)人口分布/統(tǒng)計(jì)特征marketdimension市場(chǎng)量度marketentrystrategies市場(chǎng)進(jìn)入戰(zhàn)略marketexclusion市場(chǎng)排斥marketexpansionstrategy市場(chǎng)擴(kuò)張戰(zhàn)略marketfactors市場(chǎng)因素marketfollowers市場(chǎng)是艮隨者marketgrowthrate市場(chǎng)增長(zhǎng)率markethierarchy市場(chǎng)等級(jí)marketinclusion市場(chǎng)納入marketleaders市場(chǎng)領(lǐng)導(dǎo)者marketmeasurement市場(chǎng)測(cè)量marketopportunityanalysis市場(chǎng)機(jī)會(huì)分析marketoriented以市場(chǎng)為導(dǎo)向的marketpositionfactors市場(chǎng)地位因素marketpositioninganalysis市場(chǎng)定位分析marketpotentialmeasurements市場(chǎng)潛力測(cè)度marketresearch市場(chǎng)研究marketsegment細(xì)分市場(chǎng)marketsegmentation市場(chǎng)細(xì)分marketshare市場(chǎng)份額markettargeting目標(biāo)市場(chǎng)選擇market市場(chǎng)marketability市場(chǎng)開拓能力market-entrystrategies市場(chǎng)進(jìn)入戰(zhàn)略marketingactionplan營(yíng)銷行動(dòng)計(jì)劃marketingaudit營(yíng)銷審計(jì)marketingchannel營(yíng)銷渠道m(xù)arketingcodesofconduct營(yíng)銷行為規(guī)范marketingcommunication營(yíng)銷溝通/傳播marketingconcept營(yíng)銷觀念marketingcontrol營(yíng)銷控制marketingdecisionsupportsystems(MDSS)營(yíng)銷決策支持系統(tǒng)marketingenvironmentaudit營(yíng)銷環(huán)境審計(jì)marketingflowsandfunctions營(yíng)銷過(guò)程和職能marketingfunctionareaaudit營(yíng)銷功能領(lǐng)域的審計(jì)marketingimplicationsof對(duì)營(yíng)銷的影響marketinginformationsystem營(yíng)銷信息系統(tǒng)marketinginstitutions營(yíng)銷機(jī)構(gòu)marketingmanagement營(yíng)銷管理marketingmessage營(yíng)銷信息marketingmix營(yíng)銷組合marketingpolicy營(yíng)銷策略marketingproductivityareaaudit營(yíng)銷生產(chǎn)力領(lǐng)域的審計(jì)marketingprogramcomponents營(yíng)銷計(jì)劃內(nèi)容marketingprogram營(yíng)銷計(jì)劃/方案marketingrelationship營(yíng)銷關(guān)系marketingresearch營(yíng)銷研究marketingstrategy營(yíng)銷戰(zhàn)略market-managementorganizationalstructure市場(chǎng)管理組織結(jié)構(gòu)mark-upprice產(chǎn)品/溢價(jià)價(jià)格Marlboro萬(wàn)寶路MarriottHotel萬(wàn)豪酒店mass-marketpenetrationstrategy大規(guī)模市場(chǎng)滲透戰(zhàn)略mass-marketstrategy大市場(chǎng)戰(zhàn)略matrixorganizationalstructure矩陣組織結(jié)構(gòu)Mitsubishi日本松下電子matureconformists成熟的隨大流者maturemarkets成熟市場(chǎng)maturestageofproductlifecycle產(chǎn)品生命周期的成熟階段McDonald's麥當(dāng)勞McDonnellDouglas麥道公司MCI電訊公司(前世界通信公司)MDSS(Marketing-DecisionSupportSystem)市場(chǎng)決策支持系統(tǒng)measurability可測(cè)度性measureorindex測(cè)量指標(biāo)measurementcriteria計(jì)量標(biāo)準(zhǔn)mediaaudiences媒體受眾medicalandhealthservices醫(yī)療衛(wèi)生服務(wù)MedicoContainmentServicesmemoryofconsumers消費(fèi)者記憶Mercedes-Benz梅賽德斯-奔馳MercerManagementConsulting美國(guó)美智管理顧問(wèn)公司merchandising推銷

merchantmiddlemen國(guó)內(nèi)貿(mào)易中間商merchantwholesalers商業(yè)批發(fā)商messagestructure信息結(jié)構(gòu)MichaelPorter邁克爾-波特microrisks微觀風(fēng)險(xiǎn)microsegmentation微觀細(xì)分MillerTydingACT,USA米勒?泰丁法案minging礦業(yè)MinnesotaMiningandManufacturingCompany(3M)明尼蘇達(dá)礦業(yè)和制造公司Minolta美能達(dá)miscellaneoussources多方面來(lái)源mission宗旨missionaryselling推銷式銷售MitsubishiHeavyIndustries三菱重工modifiedrebuy調(diào)整再購(gòu)monosegmentpositioning單一細(xì)分市場(chǎng)定位Monsanto孟山都農(nóng)業(yè)生物技術(shù)公司moralappeals倫理/道德訴求morals道德Motorola摩托羅拉multichanneldistribution多渠道分銷multidimensionalscaling多維等級(jí)法multilevelselling多級(jí)銷售multinationalcorporations(MNCs)跨國(guó)公司multipletestmarkets多測(cè)試市場(chǎng)multiple-brandstrategy多品牌戰(zhàn)略multiple-factorindex多因素指數(shù)法multisegmentpositioning多重細(xì)分市場(chǎng)定位mutualtrust相互信任nationalaccountmanagement全國(guó)性客戶管理nationalmarket國(guó)內(nèi)市場(chǎng)NationalSemiconductor美國(guó)國(guó)家半導(dǎo)體公司naturalproducts天然產(chǎn)品NEC日本電子Nescafe雀巢咖啡Nestle雀巢netsales凈銷售額networkcomputer(NC)網(wǎng)絡(luò)計(jì)算機(jī)newbusinessselling新業(yè)務(wù)銷售newbuy購(gòu)入新產(chǎn)品newentrants新進(jìn)入者newmarkets新市場(chǎng)newmaterials新材料NewProdscreeningmodel新普羅德篩選模型newproductlines新產(chǎn)品線newproducts新產(chǎn)品new-productdevelopment新產(chǎn)品開發(fā)new-productideas新產(chǎn)品創(chuàng)意Newsweek《新聞周刊》new-taskbuying全新采購(gòu)new-to-the-worldproducts世界性新產(chǎn)品nichepenetrationstrategy壁龕/機(jī)會(huì)市場(chǎng)滲透戰(zhàn)略niche-marketstrategy壁龕市場(chǎng)戰(zhàn)略Nike耐克Nissan尼桑no-brandbrandname無(wú)品牌的品牌名稱no-frillsproduct無(wú)虛飾產(chǎn)品noiseincommunicationsystem傳播系統(tǒng)中的噪音non-financialrewards非物質(zhì)性獎(jiǎng)勵(lì)措施non-probabilitysampling非概率抽樣non-profitorganization非盈利組織non-storeretailing無(wú)店鋪零售業(yè)numberofstock-outs遲滯數(shù)目object-and-taskmethodofpromotionbudgeting目標(biāo)-任務(wù)促銷預(yù)算法objectivesandstrategyareaaudit目標(biāo)與戰(zhàn)略領(lǐng)域的審計(jì)objectives具體目標(biāo)observation觀察法occupancycosts房屋占用成本occupation/position職業(yè)/職位oddpricing奇/余數(shù)定價(jià)法OEM(originalequipmentmanufacturer)原始設(shè)備制造商overallquality總體質(zhì)量off-invoicediscounts發(fā)票之外的折扣10offsets抵消交易

10Omega歐米加on-airtesting廣播測(cè)試OPEC(OrganizationofPetroleumExportingCountries)歐佩克(石油輸出國(guó)組織)openingrelationships建立關(guān)系operatingsupplies生產(chǎn)供應(yīng)品operationalexcellence運(yùn)作管理水平opinionleaders意見領(lǐng)導(dǎo)者opportunitycost機(jī)會(huì)成本opportunityidentification機(jī)會(huì)識(shí)另ijopportunity/threatmatrix機(jī)會(huì)/威脅矩陣ordercycletime訂貨周期orderprocessing訂單處理organizationallevel組織層次organizationalrequirementplanning組織需求計(jì)劃organizationareaaudit組織領(lǐng)域的審計(jì)organizationbuyingcenter組織采購(gòu)中心organizationalcustomer組織顧客organizationaldirectselling組織直銷organizationalmarkets組織市場(chǎng)organizationalpurchasing組織采購(gòu)organizationalstructure組織結(jié)構(gòu)outdoorenthusiasts戶外運(yùn)動(dòng)愛好者out-of-homemedia戶外廣告媒體overallcostleadership全面成本領(lǐng)先overheads日常開支overseasdirectinvestment海夕卜直接投資ownershipofnewproduct新產(chǎn)品所有權(quán)packaging包裝panelofexperts專家小組parentage淵源partiesinvolved交換中的各方paymentterms支付條款pay-offcontrol支出控制penetrationpricing滲透定價(jià)Pepsi-Cola百事可樂(lè)perceivedcustomervalue顧客感知價(jià)值perceivedquality感知到的質(zhì)量perceivedvalue感知到的價(jià)值percentageofsalespromotionbudgetingmethod銷售額百分比促銷預(yù)算法perceptionsofconsumers消費(fèi)者感知/理解perceptual(product)positioning感知(產(chǎn)品)定位perceptualmap感知圖perceptualorganization感知組織perceptualvigilance感性的警惕performancedimension業(yè)績(jī)標(biāo)準(zhǔn)performanceevaluation業(yè)績(jī)?cè)u(píng)估performancemeasures表現(xiàn)/業(yè)績(jī)測(cè)度performanceobjective績(jī)效目標(biāo)performancestandards績(jī)效標(biāo)準(zhǔn)performance功能perishability非持久性personalselling人員推銷personalsources個(gè)人的信息來(lái)源personneldevelopment人力資源開發(fā)persuasive說(shuō)服性的pharmaceuticalsindustry醫(yī)藥行業(yè)physical(product)positioning物理(產(chǎn)品)定位physicaldescriptors物理變量physicaldistribution實(shí)物分銷Pillsbury皮爾斯博瑞pioneers先入者PizzaHut必勝客placeutility地點(diǎn)效用planningandcontrolsystemareaaudit計(jì)劃與控制系統(tǒng)領(lǐng)域的審計(jì)pointofsaleinformation銷售點(diǎn)信息point-of-purhcase(POP)promotion采購(gòu)點(diǎn)促銷point-of-sales(POS)data銷售點(diǎn)數(shù)據(jù)pontificator保守派popularity通用性populationtrends人口趨勢(shì)portfoliomodelsforresourceallocation資源配置的資產(chǎn)組合模式positionintensity地位集中程度11positioning定位

11possessionutility擁有效用post-purchasedissonance購(gòu)買后的不協(xié)調(diào)post-purchaseevaluation購(gòu)買后評(píng)估post-purchase/after-saleservice售后服務(wù)potentialadvantages潛在優(yōu)勢(shì)potentialcustomer潛在顧客potentialmarket潛在市場(chǎng)potentialtargetmarket潛在目標(biāo)市場(chǎng)powerindistribution分銷權(quán)力powerofbuyers購(gòu)買者能力powerofsuppliers供應(yīng)商能力predatorypricing掠奪性定價(jià)法pre-emptingscarceresources先占稀缺資源preferentialtreatment特惠待遇premiums額外獎(jiǎng)勵(lì)presentcompetitors現(xiàn)有的競(jìng)爭(zhēng)者presentingsalesmessage提供銷售信息pre-testmarketresearch測(cè)試前市場(chǎng)研究pricediscrimination價(jià)格歧視priceelasticityofdemand需求的價(jià)格彈性pricefixing價(jià)格設(shè)定priceleaders價(jià)格領(lǐng)導(dǎo)者pricelining價(jià)格排列定價(jià)法pricepromotion價(jià)格促銷pricequotation報(bào)價(jià)pricesensitivity價(jià)格敏感度pricestructure價(jià)格結(jié)構(gòu)price價(jià)格price/earningsration價(jià)格/收益比price-offpromotions降價(jià)促銷price-settingprocess定價(jià)過(guò)程pricingadjustments定價(jià)調(diào)整pricingpolicies價(jià)格策略pricing定價(jià)primarydemand基本需求primarysources第一類/主要數(shù)據(jù)printmedia印刷媒體private/for-profitorganization私營(yíng)/盈利性組織PRIZM(PotentialRatingIndexforZipMarkets)按郵政區(qū)劃為基礎(chǔ)的潛力等級(jí)指數(shù)proactivenew-productdevelopmentstrategy進(jìn)取型新產(chǎn)品開發(fā)戰(zhàn)略probabilitysampling概率抽樣problemformulation界定問(wèn)題problemidentification確定問(wèn)題processmanagement過(guò)程管理Procter&Gamble(P&G)寶潔公司productline產(chǎn)品線productavailability產(chǎn)品的可獲得性productcategory產(chǎn)品類另ljproductclass產(chǎn)品類別productdecisions產(chǎn)品決策productdesign產(chǎn)品設(shè)計(jì)productdevelopment產(chǎn)品開發(fā)productdimensionorattributes產(chǎn)品維度/屬性productevolution產(chǎn)品演變productfeatures產(chǎn)品特征productintentshare產(chǎn)品傾向份額productleadership產(chǎn)品領(lǐng)導(dǎo)能力productlifecycle(PLC)產(chǎn)品生命周期productlifecyclecurve產(chǎn)品生命周期曲線productline產(chǎn)品線productmanageraudit產(chǎn)品經(jīng)理審計(jì)productoffering供應(yīng)品productorganizaitonofsalesforce按產(chǎn)品組織銷售隊(duì)伍productpolicies產(chǎn)品策略productpositioning產(chǎn)品定位productquality產(chǎn)品質(zhì)量productscope產(chǎn)品范圍productspace產(chǎn)品位置productspecifications產(chǎn)品規(guī)格productsystems產(chǎn)品體系producttype產(chǎn)品類型productusage產(chǎn)品用途product產(chǎn)品12product(ion)-orientedorganization產(chǎn)品/生產(chǎn)導(dǎo)向型組織

12production生產(chǎn)product-linepricingadjustments產(chǎn)品線定價(jià)調(diào)整product-managementorganizationalstructure產(chǎn)品管理組織結(jié)構(gòu)product-marketentrycontrol產(chǎn)品一市場(chǎng)進(jìn)入控制product-relatedbehavioraldescriptors與產(chǎn)品相關(guān)的行為變量product,smarketcharacteristics產(chǎn)品的市場(chǎng)特征product-usetesting產(chǎn)品使用測(cè)試pro-environment環(huán)保profitimpactofmarketstrategy(PIMS)市場(chǎng)戰(zhàn)略的利潤(rùn)影響profitabilityanalysis盈利性分析profitability盈利性/盈利能力profitablesurvivorstrategy有利可圖的生存者戰(zhàn)略project-companyresourcecompatibility項(xiàng)目與公司資源的協(xié)調(diào)性projectedprofit-and-lossstatement預(yù)計(jì)損益表projectivetests投影測(cè)試promotiondecisions促銷決策promotionmix促銷組合promotionpolicies促銷策略promotion促銷promotionalallowance促銷折讓promotionaleffort促銷努力promotionalpricing促銷定價(jià)promptness及時(shí)性propectorstrategy探索型戰(zhàn)略prospectingforcustomers尋找顧客psycho-graphics心理統(tǒng)計(jì)特征psychologicalcost心理成本psychologicalpricing心理定價(jià)法publicorganization公共組織publicrelations公共關(guān)系publicutilities公共設(shè)施publicity公共宣傳pullstrategyforcontrolofdistributionchannels分銷渠道控制的拉式戰(zhàn)略pupildilation瞳孔擴(kuò)張purchasepredisposition購(gòu)買傾向purchasingagent采購(gòu)代理purchasingcontract采購(gòu)合同purchasingmanager/agent采購(gòu)經(jīng)理/代理purchasingpowerparity(PPP)購(gòu)買力平價(jià)指數(shù)pushmoney/spiffs傭金pushstrategyforcontrolofdistributionchannels分銷渠道控制的推式戰(zhàn)略qualifyingprospects審查潛在顧客資格qualitydimensions質(zhì)量維度quality質(zhì)量quantitydiscount數(shù)量折扣questionmarks問(wèn)題類questioning詢問(wèn)法quotas定額R&Dexpenditure研究開發(fā)戰(zhàn)略raceandethnicorigin種族和民族rackjobbers供應(yīng)超級(jí)市場(chǎng)的批發(fā)商radio無(wú)線電廣播rankordering排序rateofadoption采購(gòu)率rate-of-return/targetreturnpricing回報(bào)率/目標(biāo)回報(bào)定價(jià)法rationalappeals理性訴求rationale基本原理rawmaterials原材料reactiveandproactiveresponses反應(yīng)及前攝策略reactivenew-productdevelopmentstrategyreactorstrategy反應(yīng)型戰(zhàn)略realestate房地產(chǎn)rebates回扣recalltests記憶測(cè)試receiver接收者reciprocity利益互惠recognitionofproblem/need發(fā)現(xiàn)問(wèn)題/需求recognitiontests認(rèn)知測(cè)試13recreation娛樂(lè)業(yè)

13recruitmentandselection招聘與選拔recyclingofpackaging包裝回收(利用)Reebok銳步referencegroup參照群體referentpower參照權(quán)refocus鞏固refunds退款refusaltodeal拒絕經(jīng)營(yíng)regressionanalysis回歸分析法regulation管制related/concentricdiversification相關(guān)/同心多元化relationalVMSs相關(guān)式垂直營(yíng)銷系統(tǒng)relativeattractivenessofdecliningmarkets衰退市場(chǎng)的相對(duì)吸引力relativemarketpotential相對(duì)市場(chǎng)潛力relativemarketshare相對(duì)市場(chǎng)份額reliability可靠性repeatpurchasebehavior重復(fù)購(gòu)買行為repetition重復(fù)repositionings重新定位產(chǎn)品requirementsplanning需求計(jì)劃re-seller中間商residentbuyers常駐采購(gòu)員resourceallocation/deployment資源配置responsestrategies反應(yīng)策略responsetocommunication傳播響應(yīng)responsivestrategy反應(yīng)型新產(chǎn)品開發(fā)戰(zhàn)略responsiveness響應(yīng)性retailcoveragestrategy零售范圍戰(zhàn)略RetailIndex零售指數(shù)retailoutlets零售店retailsales零售額retailerco-operatives零售商合作社retailer零售商retailingtrends零售趨勢(shì)ReturnonEquity(ROE)權(quán)益回報(bào)率ReturnonInvestment(ROI)投資回報(bào)率ReturnonNetAssets(RONA)凈資產(chǎn)回報(bào)率reverseengineering反向工程rewardsystems獎(jiǎng)勵(lì)系統(tǒng)rivalrydeterminants競(jìng)爭(zhēng)決定因素rivalry競(jìng)爭(zhēng)對(duì)手RobertMiles羅伯特?邁爾斯Rockwell洛克威爾Rolex勞力士Rolls-Royce勞斯萊斯roster名冊(cè)salary薪金salesagents銷售代理商salesanalysisbycustomer顧客銷售分析salesanalysisbyordersize訂貨規(guī)模的銷售分析salesanalysisbyproduct產(chǎn)品銷售分析salesanalysisbyterritory區(qū)域銷售分析salesanalysis銷售分析salesforcasting銷售預(yù)測(cè)salesforceestimates銷售人員估計(jì)salesforcesize銷售隊(duì)伍規(guī)模salesforce銷售隊(duì)伍salesforecasting銷售預(yù)測(cè)salesmanagement銷售管理salesorganization銷售組織salesperformance銷售表現(xiàn)/業(yè)績(jī)salespersonnelincentives銷售人員激勵(lì)salespersonnel銷售人員salesplanning銷售計(jì)劃salespotential銷售潛力salespromotion銷售促進(jìn)/促銷salesterritory銷售地區(qū)salestrends銷售趨勢(shì)sales銷售額sales/pricereduction銷售/價(jià)格下降sampledesign樣本設(shè)計(jì)samplesize樣本大小sampling抽樣sampling提供樣品scaleefficiency規(guī)模效率14scaledmeasures比例測(cè)度

14scoringmodels評(píng)判模型screeningofideas創(chuàng)意篩選sealedbidding招標(biāo)Sears西爾斯secondarysources第二類/次要數(shù)據(jù)second-but-betternew-productdevelopmentstrategy后者居上型新產(chǎn)品開發(fā)戰(zhàn)略security證券業(yè)segmentationandtargeting細(xì)分與目標(biāo)選擇segmentationcriteria細(xì)分標(biāo)準(zhǔn)segmentationdescriptors市場(chǎng)細(xì)分變量segmentation市場(chǎng)細(xì)分Seiko日本精工株式會(huì)社（全球著名的打印機(jī)生產(chǎn)商）selectivedemand選擇性需求selectivedistribution選擇分銷selectiveexposure選擇性接觸selectiveperception選擇性感知/理解selectiveretention選擇性保留self-employedperson獨(dú)立經(jīng)營(yíng)的個(gè)人self-managingteams自我管理團(tuán)隊(duì)self-oriented自我導(dǎo)向型sellinggroups銷售團(tuán)隊(duì)sellingproposition銷