市場營銷專業(yè)詞匯

A.C.Nielson尼爾森市場研究公司absorptionofcosts成本分配accesibility可進入性accessoryequipmentmarkets附屬設(shè)備市場accountmanagementpolicies客戶管理策略Acer宏基acquisitionnew-productdevelopmentstrategy新產(chǎn)品開發(fā)收購戰(zhàn)略activity-basedcosting以活動為基礎(chǔ)的成本系統(tǒng)adaptability適應(yīng)性adaptationtomarketvariations適應(yīng)市場變化adaptivepositioning適應(yīng)性定位additionstoexistingproductlines現(xiàn)有產(chǎn)品線的增加adequatesize準確的大小/足夠的規(guī)模administeredverticalmarketingsystems管理式垂直營銷系統(tǒng)administrativerelationships管理關(guān)系adoptercategories采購者的類型adoptionprocess采購過程advertisingandmarketsegmentation廣告與市場細分advertisingandsalespromotion廣告和銷售促進advertisingeffects廣告效果advertisingethics廣告?zhèn)惱淼赖耡dvertisingfeedback廣告反饋advertisingfrequency廣告頻率advertisingmedia廣告媒體advertisingmessage廣告信息advertisingreach廣告接受人數(shù)advertisingsource廣告信息來源advertising廣告aerobicenthusiasts增氧健身運動愛好者aesthetics美感affinityclub同族俱樂部aftertests事后測試agentmiddleman代理商agent/merchantmiddleman代理中間商allowance折讓alteration退換AMACodeofEthics美國營銷協(xié)會職業(yè)道德標準Amazon亞馬遜公司AmericanAirlines美國航空公司AmericanExpress美國運通AmericanMarketingAssociation美國營銷協(xié)會Amoco阿莫科（英國石油公司）analysisofdata數(shù)據(jù)分析analyzerstrategy分析者戰(zhàn)略Anderson安達信annualmarketingplan年度營銷計劃annualrequirementpurchasingarrangement年度采購需求計劃anticipatorypositioning預(yù)見性定位anti-pollutionlegislation反污染立法anti-trustlegislation反托拉斯立法AppleComputers蘋果電腦areastructure地區(qū)結(jié)構(gòu)aspiration/expectationlevel渴望/期望水平aspirationsofconsumers消費者渴望assurance保證AT&T美國電報公司ATM(automatictellermachine)銀行自動柜員機attitudesofconsumers消費者態(tài)度attributes屬性audiences受眾autorepair汽車維修automationservices自動服務(wù)automobileindustry汽車產(chǎn)業(yè)autonomy自主權(quán)availability可獲得性/供貨能力avanteguardian前衛(wèi)派Avon雅芳awareness（產(chǎn)品）知曉度/知名度Bbabyboomers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橫幅標語廣告barcodes條形碼barter實物交易basicphysicalneeds基本生理需要Bausch&Lomb博士倫BCGGrow-ShareMatrix波士頓增長-份額矩陣beforetests事前測試BehaviorScanInformationResourcesInc.行為掃描信息源公司behaviouralanalysis行為分析behaviouralhierarchies行為層級benchmarking基準benefitclusters利益群體benefits利益Benz奔馳billing帳單biologicalrevolution生物革命birthrate出生率blanketpurchaseorder一攬子采購合同blind-pairedcomparisontesting雙盲比較測試Blockbusterbluecollars藍領(lǐng)BMW寶馬Boeing波音bottomline底線/盈虧一覽結(jié)算線brandawareness品牌意識/認知brandextensions品牌擴展brandloyalty品牌忠誠度brandmark品牌標志brandname品牌名稱brandpositioning品牌定位brandrecognition品牌識別brandstrategies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breathordiversityofproductlines產(chǎn)品線的寬度或多樣性bribery賄賂BritishAirways英國航空公司brokers經(jīng)紀人budgeting預(yù)算bundle捆綁BureauofCensus人口統(tǒng)計局BurgerKing漢堡王businesstrengthrating商業(yè)能力評分businessplan商業(yè)計劃businessposition經(jīng)營地位businesssector商業(yè)部門businessservicesmarkets商業(yè)服務(wù)市場businessstrategies經(jīng)營戰(zhàn)略businessunitstrategy經(jīng)營單位戰(zhàn)略BusinessWeek《商業(yè)周刊》buybackallowances回購折讓buybackarrangements產(chǎn)品返銷buyers'bargainingpower買方的討價還價能力buyers采購者buyingbehavior購買行為buyingcenter采購中心buyinginertia購買慣性buyingintention購買意圖buyingoffices連鎖商店的進貨中心buyingpowerindes(BPI)購買力指數(shù)buyingsituation采購情況/類型buyingtask采購任務(wù)CcableTV有線電視Cadillac凱迪拉克Campbell'sSoup金寶湯業(yè)公司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CaterpillarTractor卡特皮勒公司CathayAirlines國泰航空公司CBSRecords唱片公司CBS哥倫比亞廣播公司centralization集中化chameleons/followers變色龍/跟隨者channelalternatives可選擇的營銷渠道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)計決策channel-managementdecisions渠道管理決策channelsofcommunication傳播渠道CharlesSnow查爾斯·斯諾Cherokee切諾基chevrolet雪佛萊choicecriteria選擇標準ChristianDior克里斯汀·迪奧（世界著名時裝品牌）Chrysler克萊斯勒CitiCorp花旗銀行closingasale結(jié)束銷售clothingretailers服裝零售商CNN美國有線新聞網(wǎng)co-branding聯(lián)合品牌codeofethics（職業(yè)）道德標準coercivepower強制權(quán)cognitivedissonance認識的不協(xié)調(diào)Colgate-Palmolive高露潔collectionofdata數(shù)據(jù)收集collection收款co-marketingalliances聯(lián)合營銷聯(lián)盟combinationcompensationplan結(jié)合式薪酬方案Comdex計算機展銷會commercialization商業(yè)化commitment承諾communicationchannels傳播渠道communicationprocess傳播過程communication信息交流/溝通communicationsmedia傳播媒體companypersonnel公司員工Compaq康柏comparativeadvertisements比較廣告comparisonofbrands品牌比較compensationdeals補償處理compensationplan酬金方案compensation/rewards酬金/獎勵compensatory補償性的competitionandindustryevolution競爭和行業(yè)演變competition-orientatedpricing競爭導(dǎo)向定價法competitiveadvantage競爭優(yōu)勢competitive(supply-side)evolution競爭（供方）演變competitivefactors競爭因素competitiveintelligence競爭情報/信息competitiveparitypromotionbudgeting競爭均勢促銷預(yù)算法competitivestrategy競爭戰(zhàn)略competitivestrength競爭優(yōu)勢/能力competitoranalysis競爭者分析complainthandling投訴處理componentmaterialsandpartsmarkets組成材料和零部件市場computerizedordering計算機化的訂購conclusiveresearch確定性研究conditionsofdemand需求情況conflictandresolutionstrategies沖突和解決戰(zhàn)略conformancetospecifications與規(guī)格一致conformance一致性confrontationstrategy對抗戰(zhàn)略conjointmeasurement聯(lián)合測度法conjunctivemodel聯(lián)合模型consumerdecision-making消費者（購買）決策consumergoodschannels消費品分銷渠道ConsumerGoodsPricingAct,USA美國消費品定價法案consumergoods消費品consumermarkets消費品市場consumerneeds消費者需求consumerpackaged-goodsfirms消費者包裝食品公司consumerpromotion消費者促銷consumertests消費者測試consumer/householdmarket消費者/家庭市場consumers'perceptions消費者感知consumption消費contests競賽contingencyplanning權(quán)變計劃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契約式進入模式contractualverticalmarketingsystems合約式垂直營銷系統(tǒng)contributionmarginanalysis邊際貢獻（貢獻毛利）分析contributrionmargin邊際貢獻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CoolWhip清涼維普co-operativeadvertising合作性廣告co-ordinationandconflictresolution協(xié)調(diào)與沖突解決co-production合作生產(chǎn)corebenefitproposition(CBP)核心利益方案/提議corollary-datamethod推定數(shù)據(jù)法corporateHQ公司總部corporatescope公司（經(jīng)營）范圍corporatestrategy公司戰(zhàn)略corporateverticalmarketingsystems公司式垂直營銷系統(tǒng)corporate/institutionaladvertising團體/社會公共機構(gòu)廣告correctiveaction矯正行動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)向定價法cost-plus/mark-uppricing成本加成/溢價定價法costsandbenefitsofmarketingfunctions營銷職能的成本和效益costsofcompetitors競爭者成本costsofdistribution分銷成本countertrade對等貿(mào)易coupons優(yōu)惠券courtesy禮貌coverageofgeographicmarket地域性市場的范圍coverageofrelevantretailers相關(guān)零售商的銷售范圍credibility信譽creditterms信貸條款criticalassumptions關(guān)鍵假設(shè)cross-elasticity交叉彈性customarypricing習慣性定價法customeranalysis顧客分析customercontact顧客接觸customerdemand顧客需求customerintimacy顧客親密度customerloyalty顧客忠誠度customerneed顧客需要customerorganizationofsalesforce按客戶組織銷售隊伍customerretention顧客維系/保留customersatisfaction顧客滿意度customersegmentpricing顧客細分市場定價customerservice顧客服務(wù)customer-orientedpricing顧客導(dǎo)向定價法customers'perception顧客感知customers'preferences顧客偏好customers'pricesensitivity顧客的價格敏感度customizing定制Ddatacollection數(shù)據(jù)收集dataconfidentiality數(shù)據(jù)保密dataresearch數(shù)據(jù)研究datasources數(shù)據(jù)來源dealers經(jīng)銷商deceptiveadvertisements欺騙性廣告deciders決策者decliningmarkets衰退市場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交付時間delivery配送DellComputers戴爾計算機公司DeltaAirlines三角洲航空公司demandcharacteristics需求特征demandcurve需求曲線demand-orientedpricing需求導(dǎo)向定價法demographicenvironment人口統(tǒng)計環(huán)境departmentstores百貨商店dependability可靠性deregulation放松管制deriveddemand衍生需求descriptiveresearch描述性研究designdecisions設(shè)計決策desiredpercentagemark-uponretail預(yù)期零售利潤率desiredpercentagereturn預(yù)期回報率determinantattributes關(guān)鍵屬性determinants決定因素differentresponses差別反應(yīng)differentiateddefenderstrategy差異化防御戰(zhàn)略differentiatedmarketing差異化營銷differentiationovertime不同時間的差異differentiationstrategy差異化戰(zhàn)略differentiation差異化diffusionofinnovationtheory創(chuàng)新擴散理論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通過廣告媒體的直接營銷directmarketing直接營銷directproductprofitability(DPP)直接產(chǎn)品盈利性/利潤率directselling直銷discountrate貼現(xiàn)率discountstores折扣商店discount折扣discount/premiumpricepolicies折扣/溢價策略discriminantanalysis差異分析法discriminatoryadjustments歧視價格調(diào)整discriminatorypricingadjustments歧視定價調(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distributionchannelobjectives分銷渠道的目標distributionchannel分銷渠道distributiondecisions分銷決策distributionpolicies分銷策略distribution分銷distributor/store(privatelables)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dogs瘦狗類domestictargetmarketingstrategies國內(nèi)目標市場定位的營銷戰(zhàn)略droppingproducts放棄產(chǎn)品drycleaning干洗dual/twochanneldistributionsystems雙重分銷系統(tǒng)duplication（媒體）重復(fù)DuPont杜邦公司durability耐用性Eearlyvslateadoption早期采購與后期采購earningspershare每股收益economicandtechnologicalfactors經(jīng)濟技術(shù)因素economicpower經(jīng)濟權(quán)economiesofscale規(guī)模經(jīng)濟educationservices教育服務(wù)effectiveness有效性efficiency效率Electrolux伊萊克斯emergencygoods急需品EmersonElectric愛默生電氣emotionalappeals情感訴求empathy移情作用empiricalevidence經(jīng)驗性實例empowerment授權(quán)encoding編碼enduse最終使用endorsement贊同engineering（產(chǎn)品）工程設(shè)計entrepreneurialstrategy企業(yè)家戰(zhàn)略entrystrategies進入戰(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機構(gòu)ethicalaudit（公司）倫理審計ethicsofmarketing營銷倫理道德ethniccomposition種族構(gòu)成EuropeanCommunity歐共體evaluationandrewardsystems評估與獎勵體系evaluationandselectionofsupplier評估和選擇供應(yīng)商evaluationofalternatives評估替代品/各種選擇evaluationofbrands品牌評估eventsponsorship事件贊助event活動everydaylow-price(EDLP)天天低價evokedset引發(fā)的組合evolutionofmarket市場演變exchange交換exclusivedealing獨家銷售exclusivedistribution獨家分銷executivesummary執(zhí)行摘要exhibitionmedia展示廣告媒體existingmarket現(xiàn)有市場exitbarriers退出壁壘expansionpath擴張途徑expectationmeasures（顧客）預(yù)期測度expectationsofcustomers顧客期望expectedunitsales預(yù)計產(chǎn)量expectedvalue期望價值experiencecurve經(jīng)驗曲線experimentalresearch實驗性研究expertpower專長權(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擴大使用戰(zhàn)略extendingvolumegrowth擴大市場份額externaldatasources外部數(shù)據(jù)來源externalenvironment外部環(huán)境extrapolationofpastsalestrends過去銷售趨勢推測法Ffacilitatingagencies輔助/中介機構(gòu)factoranalysis因素分析法fads時尚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)快速變動的消費品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實地市場測試financing融資fisheries漁業(yè)fitandfinish結(jié)實度與外觀fixedcosts固定成本fixedsalary固定工資flankerstrategy側(cè)翼進攻戰(zhàn)略flanker/fightingbrand戰(zhàn)斗品牌flankingandencirclementstrategies側(cè)翼進攻與圍堵戰(zhàn)略flatorganizationalstructure扁平的組織結(jié)構(gòu)FOBoriginpricingFOB產(chǎn)地定價法focusstrategy集中戰(zhàn)略followers追隨者Ford福特公司foreignmiddlemen國外中間商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《財富》雜志forwardintegration向前一體化franchisesystems特許系統(tǒng)franchising特許經(jīng)營freecallnumbers免費號碼freegoods免費商品freight-absorptionpricing免收運費定價法fringebenefits小額津貼frontalattackstrategy正面進攻戰(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伍functionalorganizationalstructure職能型組織結(jié)構(gòu)functionalperformance功能性能functionalstrategy職能戰(zhàn)略Ggames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)計特征geographicadjustments地理調(diào)整geographicdistribution地理分布geographicalorganizationofsalesforce按地區(qū)組織銷售隊伍Gillette吉列剔須刀globaladjustments全球調(diào)整globaleliteconsumersegment全球精英消費品市場globalexpansion全球擴張globalmarketingcontrol全球營銷控制globalmarkets全球市場globalnichestrategy全球機會戰(zhàn)略globalstandardizationstrategy全球標準化戰(zhàn)略globalteenagesegment全球青少年市場globalization全球化global-marketexpansion全球市場擴張goals總目標going-rate/competitiveparitypricing競爭性平價定價法goodsproducers產(chǎn)品制造商Goodyear固特異輪胎governmentagencies政府機構(gòu)governmentbuyers政府采購者governmentmarket政府市場governmentregulation政府管制greenhouseeffect溫室效應(yīng)greymarket灰色市場grossdomesticproduct(GDP)國內(nèi)生產(chǎn)總值grossmargin毛利grossnationalproduct(GNP)國民生產(chǎn)總值grossprofit毛利grossratingpoints(GRPs)總級別指數(shù)group/categoryproductmanager類別產(chǎn)品經(jīng)理growingmarkets成長市場growthrateofmarket市場增長率growthstageofproductlifecycle產(chǎn)品生命周期的成長階段growth-extensionstrategies增長擴張戰(zhàn)略growth-marketstrategiesformarketleaders市場領(lǐng)導(dǎo)者的市場增長戰(zhàn)略growth-marketstrategy成長性市場戰(zhàn)略growth-markettargetingstrategy成長性市場定位戰(zhàn)略guarantee/warranty保證/擔保guarantees保證Gucci古琦（世界著名時裝品牌）HHaagen-Dazs哈根達斯hardtechnology硬技術(shù)HarvardBusinessReview《哈佛商業(yè)評論》harvest收獲harvestingpricing收獲定價法harvestingstrategy收獲戰(zhàn)略healthcare醫(yī)療保健healthmaintenanceorganizations(HMOs)（美國）衛(wèi)生保健組織heavybuyer大客戶HeilemanBrewingCompanyHeinz亨氏食品helpfulness有益性Henkel漢高