市场营销专业词汇

市场营销专业词汇

A.C.Nielson尼尔森市场研究公司absorptionofcosts本钱分配accesibility可进入性accessoryequipmentmarkets附属设备市场accountmanagementpolicies客户管理策略Acer宏基acquisitionnew-productdevelopmentstrategy新产品开发收购战略activity-basedcosting以活动为根底的本钱系统adaptability适应性adaptationtomarketvariations适应市场变化adaptivepositioning适应性定位additionstoexistingproductlines现有产品线的增加adequatesize准确的大小/足够的规模administeredverticalmarketingsystems管理式垂直营销系统administrativerelationships管理关系adoptercategories采购者的类型adoptionprocess采购过程advertisingandmarketsegmentation广告与市场细分advertisingandsalespromotion广告和销售促进advertisingeffects广告效果advertisingethics广告伦理道德advertisingfeedback广告反响advertisingfrequency广告频率advertisingmedia广告媒体\nadvertisingmessage广告信息advertisingreach广告接受人数advertisingsource广告信息来源advertising广告aerobicenthusiasts增氧健身运动爱好者aesthetics美感affinityclub同族俱乐部aftertests事后测试agentmiddleman代理商agent/merchantmiddleman代理中间商allowance折让alteration退换AMACodeofEthics美国营销协会职业道德标准Amazon亚马逊公司AmericanAirlines美国航空公司AmericanExpress美国运通AmericanMarketingAssociation美国营销协会Amoco阿莫科〔英国石油公司〕analysisofdata数据分析analyzerstrategy分析者战略Anderson安达信annualmarketingplan年度营销方案annualrequirementpurchasingarrangement年度采购需求方案anticipatorypositioning预见性定位anti-pollutionlegislation反污染立法\nanti-trustlegislation反托拉斯立法AppleComputers苹果电脑areastructure地区结构aspiration/expectationlevel渴望/期望水平aspirationsofconsumers消费者渴望assurance保证AT&T美国电报公司ATM(automatictellermachine)银行自动柜员机attitudesofconsumers消费者态度attributes属性audiences受众autorepair汽车维修automationservices自动效劳automobileindustry汽车产业autonomy自主权availability可获得性/供货能力avanteguardian前卫派Avon雅芳awareness〔产品〕知晓度/知名度Bbabyboomers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\nbarter实物交易basicphysicalneeds根本生理需要Bausch&Lomb博士伦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biologicalrevolution生物革命birthrate出生率blanketpurchaseorder一揽子采购合同blind-pairedcomparisontesting双盲比拟测试Blockbusterbluecollars蓝领BMW宝马Boeing波音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\nbrandmark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breathordiversityofproductlines产品线的宽度或多样性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BurgerKing汉堡王businesstrengthrating商业能力评分businessplan商业方案businessposition经营地位businesssector商业部门businessservicesmarkets商业效劳市场\nbusinessstrategies经营战略businessunitstrategy经营单位战略BusinessWeek?商业周刊?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购置行为buyingcenter采购中心buyinginertia购置惯性buyingintention购置意图buyingoffices连锁商店的进货中心buyingpowerindes(BPI)购置力指数buyingsituation采购情况/类型buyingtask采购任务CcableTV有线电视Cadillac凯迪拉克Campbell'sSoup金宝汤业公司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\ncategorizationofperception感知分类categorization分门别类CaterpillarTractor卡特皮勒公司CathayAirlines国泰航空公司CBSRecords唱片公司CBS哥伦比亚播送公司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CharlesSnow查尔斯·斯诺Cherokee切诺基chevrolet雪佛莱choicecriteria选择标准\nChristianDior克里斯汀·迪奥〔世界著名时装品牌〕Chrysler克莱斯勒CitiCorp花旗银行closingasale结束销售clothingretailers服装零售商CNN美国有线新闻网co-branding联合品牌codeofethics〔职业〕道德标准coercivepower强制权cognitivedissonance认识的不协调Colgate-Palmolive高露洁collectionofdata数据收集collection收款co-marketingalliances联合营销联盟combinationcompensationplan结合式薪酬方案Comdex计算机展销会commercialization商业化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Compaq康柏comparativeadvertisements比拟广告\ncomparisonofbrands品牌比拟compensationdeals补偿处理compensationplan酬金方案compensation/rewards酬金/奖励compensatory补偿性的competitionandindustryevolution竞争和行业演变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conflictandresolutionstrategies冲突和解决战略conformancetospecifications与规格一致conformance一致性confrontationstrategy对抗战略conjointmeasurement联合测度法\nconjunctivemodel联合模型consumerdecision-making消费者〔购置〕决策consumergoodschannels消费品分销渠道ConsumerGoodsPricingAct,USA美国消费品定价法案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权变方案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边际奉献〔奉献毛利〕分析contributrionmargin边际奉献controlstrategies控制战略conveniencefoodstores便利食品商店conveniencegoods便利品\nconvenience效劳的便利性CoolWhip清凉维普co-operativeadvertising合作性广告co-ordinationandconflictresolution协调与冲突解决co-production合作生产corebenefitproposition(CBP)核心利益方案/提议corollary-datamethod推定数据法corporateHQ公司总部corporatescope公司〔经营〕范围corporatestrategy公司战略corporateverticalmarketingsystems公司式垂直营销系统corporate/institutionaladvertising团体/社会公共机构广告correctiveaction矫正行动costanalysis本钱分析costeffectiveness本钱有效性costleadershipstrategy本钱领先战略costofcapital资本本钱costofgoodssold(COGS)产品销售本钱costreductions降低本钱产品cost-and-volumerelationship本钱-数量关系cost-orientedpricing本钱导向定价法cost-plus/mark-uppricing本钱加成/溢价定价法costsandbenefitsofmarketingfunctions营销职能的本钱和效益costsofcompetitors竞争者本钱costsofdistribution分销本钱\ncountertrade对等贸易coupons优惠券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/保存customersatisfaction顾客满意度customersegmentpricing顾客细分市场定价customerservice顾客效劳customer-orientedpricing顾客导向定价法customers'perception顾客感知customers'preferences顾客偏好customers'pricesensitivity顾客的价格敏感度\ncustomizing定制Ddatacollection数据收集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DellComputers戴尔计算机公司DeltaAirlines三角洲航空公司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\nderegulation放松管制deriveddemand衍生需求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差异反响differentiateddefenderstrategy差异化防御战略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直接本钱盈利性分析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\ndiscount折扣discount/premiumpricepolicies折扣/溢价策略discriminantanalysis差异分析法discriminatoryadjustments歧视价风格整discriminatorypricingadjustments歧视定价调整disjunctivemodel别离模型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(privatelables)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dogs瘦狗类domestictargetmarketingstrategies国内目标市场定位的营销战略droppingproducts放弃产品\ndrycleaning干洗dual/twochanneldistributionsystems双重分销系统duplication〔媒体〕重复DuPont杜邦公司durability耐用性Eearlyvslateadoption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教育效劳effectiveness有效性efficiency效率Electrolux伊莱克斯emergencygoods急需品EmersonElectric爱默生电气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\nentrepreneurialstrategy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评估和选择供给商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\nexistingmarket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Ffacilitatingagencies辅助/中介机构factoranalysis因素分析法\nfads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反响数据fieldtestmarketing实地市场测试financing融资fisheries渔业fitandfinish结实度与外观fixedcosts固定本钱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\nFord福特公司foreignmiddlemen国外中间商forestry林业formalization形式/标准化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全本钱盈利性分析full-servicewholesalers全方位效劳的批发商functionalcompetenciesandresourceallocation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Ggames比赛\ngap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群众商品折扣连锁店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全球时机战略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\nGoodyear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〔世界著名时装品牌〕HHaagen-Dazs哈根达斯\nhardtechnology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高接触效劳系统high-involvementproduct高参与产品high-involvementpurchase高参与购置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\nhousehold/familylifecycle家庭生命周期household家庭hybridtechnology混合技术IIBM国际商用机器ideageneration创意的产生/生成ideasfornewproducts新产品创意/设想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implementationandcontrolofmarketingprograms营销方案的执行和控制implementation实施improvementsinorrevisionsofexistingproducts现有产品的改进或修正impulsebuying冲动购置impulsegoods冲动购置品incentives鼓励income收入increasedpenetrationstrategy增加渗透战略\nindirectcostingprofitabilityanalysis间接本钱盈利性分析individualbrand个别品牌individualvalue个人价值industrialgoods&services工业产品和效劳industrialgoodschannels工业品分销渠道industryattractiveness行业吸引力industryattractiveness-businesspositionmatrix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influencers影响者infocommunicationsindustry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innovativen