推廣商品 英文

本文格式為Word版，下載可任意編輯——推廣商品英文,卓越;

C2C:CustomtoCustom/Consumer(消費者對消費者),譬如eBay,淘寶,拍拍.

E-Coupons(電子優(yōu)待券,包含手機等其他數(shù)字平臺)

可供打印優(yōu)待券的一個頁面或電子檔.甚至是QRCode.

FYI/FYR(供參考)

即ForYourInformation/ForYourReference的縮寫.供您參考的意思.在工作郵件中這是常見的!在上級對下級的信中多見.

eDM(線上直郵/電子郵件廣告)

OnlineDirectMailAdvertising/ElectronicDirectMailAdvertising

HouseAds(自我形象廣告/自家廣告)

in-HouseAds!從字面上就不難理解!譬如,Google很少做廣告,但Google從今年一月起在推Chrome時開頭在YouTube替Chrome做廣告,這就是一種HouseAd!

IA(信息架構(gòu))

InformationArchitecture的縮寫。

IGA(網(wǎng)游植入廣告)

即In-GameAdvertising.是指在嬉戲中的嵌入式商業(yè)廣告.通常分為內(nèi)嵌式、外掛式和獨立交互式三種.國內(nèi)酷動、NGI、天街、IMG、SPT這幾家都是對比知名的Agency.

IM(即時通訊)

InstantMessenger.就是即時通訊軟件,常用的IM有Gtalk,,MSN,Skype,ICQ,AIM,淘寶旺旺,雅虎通,網(wǎng)易泡泡等等…

Insights(洞察)

多見的詞條如‖ConsumerInsight‖前面有解釋過.

IntegratedMarketing(整合行銷/整合營銷)運用多樣媒體組合(我們多指傳統(tǒng)結(jié)合數(shù)字媒體),偏重多點廣報告求、提防不同類型消費者需求,全方位、立體化的營銷方式.

InteractiveDesign/InteractionDesign(交互設(shè)計/互動設(shè)計)

這個名詞真的要好好說一下,我碰見有好多互動行業(yè)內(nèi)的同學直接把這個名詞簡樸理解成網(wǎng)頁界面設(shè)計,甚至個別已經(jīng)理解成單純的Flash設(shè)計.這是不對的!

交互設(shè)計的概念早在80年頭就提出來了.在我的理解里,―交互‖這個概念已經(jīng)完全替代了―使用‖,使用是主觀的不成逆轉(zhuǎn)的行為方式,而交互是互動式的.交互設(shè)計的目的便是了解目標用戶和他們的期望;了解―人‖本身的心理和行為特點;了解用戶在同產(chǎn)品交互時彼此的行為.所以交互設(shè)計涉及到大量學科(心里學,人機工程學等首當其沖)!扯的有點多了,

這里所說的當然多指舉行WebDesign時的交互設(shè)計,但這并不僅僅是界面視覺上的設(shè)計,在界面上可以更美,更藝術(shù)化但交互設(shè)計更加提防網(wǎng)站和用戶之間交互的過程。Flash設(shè)計之所以較輕易被同學們直接和交互設(shè)上等號是由于Flash這個載體的互動性較之以往的圖片文字等更強!

InteractiveMarketing/Advertising(互動營銷/廣告)

交互式廣告,一種利用交互式媒體(如Internet、IPTV、WAP、SMS以及亭式終端等媒體)在線上或線下來推廣或影響用戶添置、達成用戶與品牌廣告主雙向傳播目的的廣告形式.

InternetMarketing(網(wǎng)絡(luò)營銷/互聯(lián)網(wǎng)營銷)

網(wǎng)絡(luò)營銷,通常被我們直接叫成’互動營銷’或’在線營銷’甚至’數(shù)字營銷’(主要是由于目前在數(shù)字營銷領(lǐng)域Internet還是占有主導(dǎo)地位),把互聯(lián)網(wǎng)的創(chuàng)意和技術(shù)方面聯(lián)系在一起,包括設(shè)計,開發(fā),廣告和銷售等.而且網(wǎng)絡(luò)營銷的方法依靠目前技術(shù)的飛速更新也始終在推陳出新.

網(wǎng)絡(luò)營銷是使用―網(wǎng)絡(luò)‖這個媒介來培養(yǎng)和推廣的過程,不是簡樸地表示―建一個網(wǎng)站‖或者―推廣一個網(wǎng)站‖,在網(wǎng)站背后,是一個帶有明確目標的組織.

KPI(關(guān)鍵績效指標)

即:KeyPerformanceIndicator/KeyPerformanceIndex.網(wǎng)絡(luò)營銷領(lǐng)域可簡樸理解為―工作成果的評估‖。

KV(主視覺,主畫面)

KeyVisual的縮寫.它可能不是一張平面廣告或者海報,它可以沒有Idea甚至可以沒有Solgan。KeyVisual只是一個畫面。一個可能被用到各種媒體的畫面。那個KV可能就是一個明星手里拿著一瓶飲料對著鏡頭傻笑…

LocalAgency/Advertising(本地代理商/本地廣告公司/地方廣告公司)

一般相對國際廣告公司(InternationalAgency,4AAgency…).

篇二：市場營銷英文術(shù)語

市場營銷英文術(shù)語

市場market市場營銷marketing

需求demand商品goods

服務(wù)service顧客合意customersatisfaction顧客價值customervalue交易transaction營銷者marketer生產(chǎn)觀念productionconcept

產(chǎn)品觀念productconcept推銷觀念sellingconcept市場營銷觀念marketingconcept

社會營銷觀念socialmarketingconcept

顧客customer顧客讓渡價值customerdeliveredvalue顧客總價值totalcustomervalue

顧客總本金totalcustomercost

顧客合意customersatisfaction

維系顧客keepcustomer

關(guān)系營銷relationshipmarketing

全面質(zhì)量管理totalqualitymarketing

市場營銷環(huán)境marketingenvironment

微觀環(huán)境microenvironment

宏觀環(huán)境macroenvironment

市場機遇marketopportunity

愿望競爭者desiredcompetitors

屬類競爭者genericcompetitor

產(chǎn)品形式競爭者productcompetitor

目標市場targetmarket

市場營銷組合marketingmix

心緒moods心緒emotion

消費者行為customerbehavior

文化culture人口統(tǒng)計因素demographies

參照群體referencegroup角色模型rolestereotype知覺perception認知學習cognitivelearning動機motive天性personality

態(tài)度attitude自我概念self-concept

生活方式lifestyle

組織市場organizationalmarket

企業(yè)市場businessmarket

非營利組織市場non-profitorganizationalmarket政府市場governmentmarket

直接再購straightrebuy修正再購modifiedrebuy新任務(wù)購買newtask添置中心buyingcenter

提議者initiators使用者users影響者influencers抉擇者deciders添置者buyers操縱者gatekeepers營銷信息marketinginformation

營銷信息系統(tǒng)marketinginformationsystemMIS市場調(diào)研marketresearch

描述性調(diào)研predictiveresearch

解釋性調(diào)研interpretiveresearch

市場需求marketdemand

市場需求潛量marketdemandpotential

企業(yè)需求量enterprisedemand

企業(yè)需求潛量enterprisedemandpotential

定性預(yù)料qualitativeforecasting

定量預(yù)料quantitativeforecasting

企業(yè)戰(zhàn)略enterprisestrategy

企業(yè)使命說明書enterprisestatement

戰(zhàn)略經(jīng)營單位strategybusinessunits,SBU

波士頓矩陣Bostonmatrix

通用電器公司方法theGeneralElectricModel,GE市場吸引力marketattractiveness

業(yè)務(wù)實力businessattractiveness

密集型增長戰(zhàn)略intensivegrowthstrategies

市場滲透marketpenetrationstrategy

市場開發(fā)marketdevelopmentstrategy

產(chǎn)品開發(fā)productdevelopmentstrategy

一體化增長戰(zhàn)略integrativegrowthstrategies前向一體化forwardintegration

后向一體化backwardsintegration

水平一體化horizontalintegration

多角化增長戰(zhàn)略diversificationgrowthstrategies同心多角化concentricdiversification

水平多角化horizontaldiversification

復(fù)合多角化conglomerationdiversification

市場營銷戰(zhàn)略marketingstrategy

市場營銷組合marketingmix

市場營銷組織marketingorganization

職能型組織functionalorganization

地區(qū)型組織regionalorganization

產(chǎn)品管理型組織managerialorganizationofproduct市場管理型組織managerialorganizationofmarket公司與事業(yè)部型組織organizationofcorporationandbusinessunit

市場營銷管理marketingmanagement

市場營銷籌劃marketingplanning

市場營銷marketingprogram

市場營銷操縱marketingcontrolling

市場競爭marketcompetition

完全競爭purecompetition

非完全競爭imprecatecompetition

壟斷競爭monopolisticcompetition

市場領(lǐng)導(dǎo)者marketleader市場挑戰(zhàn)者marketchallenger市場追隨者marketfollower市場補缺者marketingniche市場細分marketsegmentation

目標市場targetmarket

市場定位marketpositioning

無差異性市場策略undifferentiatedmarketingtactics差異性市場策略differentiatedmarketingtactics集中性市場策略concentratedmarketingtactics產(chǎn)品product服務(wù)service

核心產(chǎn)品coreproduct形式產(chǎn)品actualproduct

期望產(chǎn)品expectedproduct延遲產(chǎn)品augmentedproduct潛在產(chǎn)品potentialproduct耐用品durablegoods

非耐用品nondurablegoods產(chǎn)品線productline產(chǎn)品工程productitem產(chǎn)品組合productmix產(chǎn)品組合長度productmixlength

產(chǎn)品組合寬度productmixwidth

產(chǎn)品組合深度productmixdepth

產(chǎn)品組合關(guān)聯(lián)度productmixconsistency

產(chǎn)品生命周期productlifecycle

開發(fā)期developmentstage引進期introductionstage成熟期maturitystage衰退期declinestage新產(chǎn)品開發(fā)newproductdevelopment

產(chǎn)品概念productconcept

商業(yè)化commercialization包裝package

包裝策略packagestrategy

品牌brand品牌命名brandnaming

品牌決策brandingdecision

統(tǒng)一品牌blanketfamilybrand

品牌使用者決策brand-sponsordecision

個別品牌individualbrand

分類品牌separatefamilybrand

多品牌multi-brand

統(tǒng)一的個別品牌company/individualbrand

合作品牌co-branding品牌設(shè)計branddesigning品牌資產(chǎn)brandequity品牌延遲brandextension內(nèi)涵不變式延遲invariablemeaningextension

內(nèi)涵漸變式延遲gradualchangingmeaningextension

篇三：品牌營銷(中英文)

品牌營銷（中英）-譯國譯民翻譯公司

BrandStrategyResearch

Kapferer,J.H

Availableonline11June2022

Economicglobalization,howtoadapttointernationaltrends,establish,astrongbrandandenhanceourcompetitiveness,havebecomepressingissuesfacingenterprises.Basedontheanalysisofthedevelopmentofcorporatemarketingbrandstrategyinenterprisemarketingrole.Enteriseneedstosueavarietyofmeansofcompetitiontoincreasebrandawareness,improvebrandpositioning,ancreateagoodbrandimage.

First,Japanesebrandsacrosstheboarddefeat.

November22,2022morning,NECannouncedthatitwouldwithdrawfrom2Gand2.5mobilephonemarket,whichmeansthat,followingSharp,Panasonic,Toshiba,Mitsubishi,Sanyo,aJapanesemobilephonemanufacturerslaterwithdrawfromtheChinesemarket,JapanesemobilephonehasalmostallexceptKyocera2GmobilephonemarketinChinaoutofcontention.

IfwesumuptheChinesehouseholdappliancemarket,todayanydifferentfromtenyearsago,IthinkthebiggestdifferenceisthatJapanesecompaniesinChina,Japanesehomeappliancemarketdownturn,thefollowingmainreasons:First,rigidenterprisesystem,decision-makingdifficult,thereactionwasslow,incompatiblewiththerealityoftheChinesemarket,itisdifficulttoadapttotherapidlychangingChinesemarket;2isweakinmarketing,productplanningcapacityisnotstrong,itisdifficulttojudgeaccordingtotheirmarkerlaunchtomeetconsumerdemandandforecastproducts,followthetrendhasbeeninapassivesituation,cannotsatisfymarketdemand;Third,failuretograsptheindustrybesttimetotransitionistheJapanesehomeappliancecompaniesloseanimportantreasonformarketdominance.JapanesecompaniescometotheedgeintheChinesemarketiscausingcompaniestothinkdeeplyaboutournation?Tomaketheinternanationalrouteand

whethertheenterpriseof“JapaneseCompany”tothelessonslearnedbehind?Second,thebrandstrategyimplementationinChinatheCurrentSituationManyoldfamous“flashinthepen”

ChineseandforeignenterprisesintheChinesemarketthebrandwar;justgrowuptobeagreatimpactonnationalbrands.Thelastcentury,alittle-know80’sbrand,notbeingregisteredbytrademark,istobeacquired,squeeze,eveniftheresidueishardgoingdownreallydevelopedverylimited.Hereatypicalcase,thelastcentury80stoearly90s,heworkedinairconditioningsectorhitwondersoftheWarburgin1998,wasacquiredKelon,thesubsequentdeclineinbrandimageisrepeated.

Brandstrategyhasbeenanincreasingemphasisondomesticenterprisescausedthegovernmenttosupport.

Sincethe80soflastcenturyreformandopeningup,China’ssocialistecononomicconstructionhasmaderemarkableachievements.FromaplannedeconomytomarketeconomyeraChinesecompanies,brandmanagementhasgrownoutofnothing.

Information,localgovernmentsatalllevelsofemphasisonbrand-name,organizationpromotingtheefforts,policiesmeasureshavegreatlyenhancedQinghai,Shenzhen,Wuhan,Ningbo,ShenyangandothercitiesontheChinesefamousenterprisesincentivesto100million,onDalian3millionYuan,onbrand-namecompanieshavebeencitiesforthe100000yuanreward-200000yuan.

Japanese8th2022yeartoJapanese11th,the40thInternationalConsumerElectronicsShow(CES)inLasVegasVentianhotelopening.NationalenterprisesintheCES,weachievesuperiorresults.

Itisunderstoodthatthisyearthereare4000peopleregisteredtoparticipateinChinaCES,includingmanufacturers,mediaandspectators,intheexhibitionhall,thereare327exhibitors.Haieristheworld’smostauthoritativeconsumerelectronicsindustrymedia“TWICE”namedfortheChineseconsumerelectronicsbrand.

3.Thestatusofforeignbrandsinmostsectorsisstilldifficulttoshake

However,weshouldalsoseethefaceofnumerousproductsonthemarket,allowsconsumersblurtedoutgenuinelyfewdomesticbrands.Withtheopeningupfurther,toanumberofbigcompanieshavetosqueezeintotheChinesemarket,Chinesemarket,atimefilledwith“sony”,“Coca-Cola”，“rejoice”，“Benz”andvariousotherinternationalbrands,manyofthesenamesforeignbrandsviolentlyhittingthenational

brandinChina.Althoughtheapplianceindustry,ledbyhaierbrand,“Konka”，“Changhong”，“TCL”andotherdomesticbrandshavedevelopedwell,butwiththe“Sony”,“Panasonic”“Samsung”andotherbrands,theyarestilltherecompetitivedisadvangtage;intheITindustry,“Lenovo”，“Founder”，“GreatWall”andothercountriescomparedto,brandawarenessisstillinsufficient;inConsumerGoodsmarket,“P＆G”，“Oliver”，“Henkel”，andotherinternationalcompanieshaveformedthethreepillars.

Third,thebrandstrategyimplementationinChinaProblemsandErrors.

Currently,Chinesebrandshaveahugeinternationalmarkeropportunityandspaceforinternationalbrandshasbeeninevitable,buttherearealsobrandbuildingisnotunsatisfactory.

OurEnterpriseBrandBuildingProblems：

Factorsfromthepointofmicro-enterprisesthemselves:thereisalaceoftechnologydevelopment,brandcompetitivenessisnotstrong;brandpersonality,lackofinnovationanddevelopmentcapacity;small-scaleproductionandmanagement,branddevelopmentlackofoverallplanning;abilityofweakexportsandinternationaloperations,Brandawarenessisnotstrong;brandpositioningisnotclear,thereisalargerangeoffactorssuchasblindness.Speakingfromthemacrosocialfactors:socialmechanismsneedtobeimproved,policiesandregulationssupporttheneedtofurtherstrengthenthecountry’sindustrialpolicy,export-orientedpoliciesfordifferentsectorsplaydifferentroleinthecountry’sindustrialpolicy,export-orientedpoliciesfordifferentsectorsplaydifferentroleinthepromotionandlimitation,thefinancialenvironmentforbusinessinvestmentcapacityandmarketexpansionabilityandtheimportantinfluence.TheestablishmentofmarketsysteminChinahasformanyyears,despiteasignificantimprovementbutstillnotperfect,herstillhasnotreallyadapttothemarketeconomy,consumerpsychologyhasnotyetfullymature.

2.Thecurrentsituationofglobaleconomicintegration,theerrorofthebrandstrategyimplementation

(1)Ignorethebrandinvestment,profit-oriented

Backgroundofeconomicglobalization,internationalcompetitionisincreasinglyreflectedinthebrand’scompetition,theoverwhelmingmajorityofthemodernworldfamousmultinationalcompanieswithparticularemphasisontheuseofbrandstrategy,brandsuchafullrangeofoutputthroughtheformofmultinationalcorporationsgraduallyoccupationoftheinternationalmarket.itisnoexaggerationtosaythatnow,thebrandhasachievedglobalstrategicobjectivesoftransnationalcorporationssharp

weapon,isanimportantmeanstoachievecapitalexpansion.

Romewasnotbuiltinadaycold.Brandneverbeintheshortterminventedtobealongprocessofaccumulation.Manyenterprisesdonotclearlyrecognizethispoint,attempttocreateabrandinashorttime,butignoredthelong-termplanningandstrategy.

(2)Brandstrategyisasystematic

Theimplementationofbrandstrategyisasystematic,enterprisestrategyandtheoveralldevelopmentofanimportantcomponentofcompetitivestrategy.Theimplementationofbrandstrategyistorelyontheiroverallqualityandoverallimageenhancement,theneedforscientificmanagementideaandsuperboperationalskills,butquitafewbrandplannerinthisregardwasparticularlypoorperformanceandimmediateimpactbranddevelopment,practicalworkintheemergenceofmanysucherrors:Ifthatjobistocreateabrandtotakeagoodbrandisdrawingasatisfactoryvisualsignsonly;Advertisingistheonlywaytocultivatewell-knownbrands,inadditiontoadvertisinginthemedia,big,theothernoattention;scaleenterpriseproductonceformed,well-knownbrandsonthenaturallyestablished;well-knownbrandisequivalenttohighprice,tobeuealisticallyimprovetheproductprice.SomecompanieseventofurtherinthebrandWrongOperationnothesitatetogiveuptheirownbrandbusiness,withforeigncompanies,brands,ortosellitsownbrandlow-costtransfer,suchasourpersentmorethan20million“threecapital”enterprises,there90%ofthejointventureusingtheforeignbrands;cleansilvertoothpastefactoryinGhuangzhouto2millionYuancheaptotransfertojointventuresandotherbrands,isonesuchoutstandingexampleoftheterribleconsequencesoftodayhasbecomeincreasinglyapparent-lostdomesticenterprisesownbrand,productandintellectualpropertyrights,nationalindustrialcompetitivenesslie!

(3)Productistheenterprisecompetitiveadvantageinthemarketcanbequicklyimitatedbycompetitors,beyond,thebrandisinsurmountable,realandlastingcompetitiveadvantagecomesfrominnovation,inorderto“change”shouldbe“statusquo”

Brandistheconcentratedexpressionofthecorecompetitiveness.Themarketisconstantlychangingfaceofanybrandatanytimetobeoutofdanger.Toomuchemphasisontheexistingachievements,donotattachimportancetoinnovation,leadingtoalotofbrand-name“dismount”themajorreason.Coca-Cola’sformerchiefmarketingofficerSergioZyman,“thebrandisonlythecompanylogoproductsand

servicesaredifferentfromcompetitors,isthemosteffectiveweapontoopenupthemarket,excellentbrandcanmakeyourproductstandout.”Productsphysicalproperties,quantity,price,quality,serviceisveryeasytomakeyourproductstandout.”Productsphysicalproperties,quantity,price,quality,serviceisveryeasytoi