Marketing市場營銷專業(yè)詞匯中英文對照表

Marketing市場營銷專業(yè)詞匯中英文對照表Marketing市場營銷專業(yè)詞匯中英文對照表/Marketing市場營銷專業(yè)詞匯中英文對照表市場營銷專業(yè)詞匯中英文對照表MarketingManagement營銷管理NewProductsDevelopment新產品開發(fā)ServiceIndustryMarketing服務業(yè)營銷Advertising廣告BusinessNegotiation商業(yè)談判InternationalMarketing國際市場營銷SalesChannels銷售渠道PublicRelationship公共關系ConsumerBehavior消費者行為SystemsofManagementInformation管理信息系統(tǒng)MarketingResearch營銷調研accessibility可進入性accessoryequipmentmarkets附屬設備市場accountmanagementpolicies客戶管理策略positioning定位marketsegmentation市場細分salespromotion銷售促進advertisingfeedback廣告反饋advertisingfrequency廣告頻率advertisingmedia廣告媒體advertisingreach廣告接受人數advertisingmessage廣告信息advertisingsource廣告信息來源agentmiddleman代理商allowance折讓alteration退換AmericanMarketingAssociation美國營銷協(xié)會annualmarketingplan年度營銷計劃assurance保證attitudesofconsumers消費者態(tài)度availability可獲得性/供貨能力awareness（產品）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橫幅標語廣告barcodes條形碼barter實物交易basicphysicalneeds基本生理需要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birthrate出生率blanketpurchaseorder一攬子采購合同blind-pairedcomparisontesting雙盲比較測試bluecollars藍領bottomline底線/盈虧一覽結算線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盈虧平衡產量breathofproductassortment產品線的寬度bribery賄賂BritishAirways英國航空公司brokers經紀人budgeting預算bundle捆綁BureauofCensus人口統(tǒng)計局businessstrengthrating商業(yè)能力評分businessplan商業(yè)計劃businessposition經營地位businesssector商業(yè)部門businessservicesmarkets商業(yè)服務市場businessstrategies經營戰(zhàn)略businessunitstrategy經營單位戰(zhàn)略buybackallowances回購折讓buybackarrangements產品返銷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buyingsituation采購情況/類型buyingtask采購任務capitalgains資本收益capitalinvestedinproduct產品投入資本Carnival嘉年華cashcows現金牛類cashdiscounts現金折扣cataloguesales目錄銷售categorizationofperception感知分類categorization分門別類centralization集中化chameleons/followers變色龍/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渠道組織結構channelmanagement渠道管理channelobjectives渠道目標channelofdistribution分銷渠道channelpower渠道權力channel-controlstrategies渠道控制戰(zhàn)略channel-designdecisions渠道設計決策channel-managementdecisions渠道管理決策channelsofcommunication傳播渠道choicecriteria選擇標準closingasale結束銷售clothingretailers服裝零售商co-branding聯合品牌codeofethics（職業(yè)）道德標準coercivepower強制權cognitivedissonance認識的不協(xié)調collectionofdata數據收集collection收款co-marketingalliances聯合營銷聯盟combinationcompensationplan結合式薪酬方案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competition-orientatedpricing競爭導向定價法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conformancetospecifications及規(guī)格一致conformance一致性confrontationstrategy對抗戰(zhàn)略conjointmeasurement聯合測度法conjunctivemodel聯合模型consumerdecision-making消費者（購買）決策consumergoodschannels消費品分銷渠道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contributionmargin邊際貢獻controlstrategies控制戰(zhàn)略conveniencefoodstores便利食品商店conveniencegoods便利品convenience服務的便利性corebenefitproposition(CBP)核心利益方案/提議corollary-datamethod推定數據法corporateHQ公司總部correctiveaction矯正行動costanalysis成本分析costeffectiveness成本有效性costleadershipstrategy成本領先戰(zhàn)略costofcapital資本成本costofgoodssold(COGS)產品銷售成本costreductions降低成本產品cost-and-volumerelationship成本-數量關系cost-orientedpricing成本導向定價法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對等貿易courtesy禮貌coverageofgeographicmarket地域性市場的范圍coverageofrelevantretailers相關零售商的銷售范圍credibility信譽creditterms信貸條款criticalassumptions關鍵假設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customer-orientedpricing顧客導向定價法customers'perception顧客感知dataconfidentiality數據保密dataresearch數據研究datasources數據來源dealers經銷商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防御性新產品開發(fā)戰(zhàn)略defensivepositioning防御性定位deliverytime交付時間delivery配送demandcharacteristics需求特征demandcurve需求曲線demand-orientedpricing需求導向定價法demographicenvironment人口統(tǒng)計環(huán)境departmentstores百貨商店dependability可靠性deregulation放松管制descriptiveresearch描述性研究designdecisions設計決策desiredpercentagemark-uponretail預期零售利潤率desiredpercentagereturn預期回報率determinantattributes關鍵屬性determinants決定因素differentresponses差別反應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)直接產品盈利性/利潤率directselling直銷discountrate貼現率discountstores折扣商店discount折扣discount/premiumpricepolicies折扣/溢價策略discriminantanalysis差異分析法discriminatoryadjustments歧視價格調整discriminatorypricingadjustments歧視定價調整disjunctivemodel分離模型displayspace陳列空間disposableincome可支配收入dissonance-attributionhierarchy不和諧-歸屬層次結構distributionchanneldesigns分銷渠道設計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(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國內目標市場定位的營銷戰(zhàn)略droppingproducts放棄產品dual/twochanneldistributionsystems雙重分銷系統(tǒng)durability耐用性earlyvslateadoption早期采購及后期采購earningspershare每股收益economicandtechnologicalfactors經濟技術因素economicpower經濟權economiesofscale規(guī)模經濟educationservices教育服務effectiveness有效性efficiency效率emergencygoods急需品emotionalappeals情感訴求empathy移情作用empiricalevidence經驗性實例empowerment授權encoding編碼enduse最終使用endorsement贊同engineering（產品）工程設計entrepreneurialstrategy企業(yè)家戰(zhàn)略entrystrategies進入戰(zhàn)略environmentandpackagingdisposal環(huán)境及包裝處理environmentfactors環(huán)境因素environmentalscanning環(huán)境掃描/分析environmentalstrategy環(huán)境戰(zhàn)略establishment機構ethicalaudit（公司）倫理審計ethicsofmarketing營銷倫理道德ethniccomposition種族構成EuropeanCommunity歐共體evaluationandrewardsystems評估及獎勵體系evaluationandselectionofsupplier評估和選擇供應商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現有市場exitbarriers退出壁壘expansionpath擴張途徑expectationmeasures（顧客）預期測度expectationsofcustomers顧客期望expectedunitsales預計產量expectedvalue期望價值experiencecurve經驗曲線experimentalresearch實驗性研究expertpower專長權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外部數據來源externalenvironment外部環(huán)境extrapolationofpastsalestrends過去銷售趨勢推測法facilitatingagencies輔助/中介機構factoranalysis因素分析法fads時尚familybranding家族品牌familylifecycle家庭生命周期familystructure家庭結構farmproducts農產品fast-movingconsumergoods(FMCG)快速變動的消費品fearappeals恐懼/顧慮訴求features特征FederalDepartmentStores聯邦百貨商店FederalTradeCode（FTC)聯邦貿易法案FedEx(FederalExpress)聯邦快遞feedbackdata反饋數據fieldtestmarketing實地市場測試financing融資fisheries漁業(yè)fitandfinish結實度及外觀fixedcosts固定成本fixedsalary固定工資flankerstrategy側翼進攻戰(zhàn)略flanker/fightingbrand戰(zhàn)斗品牌flankingandencirclementstrategies側翼進攻及圍堵戰(zhàn)略flatorganizationalstructure扁平的組織結構FOBoriginpricingFOB產地定價法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特許經營freecallnumbers免費電話號碼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全方位服務的批發(fā)商functionalcompetenciesandresourceallocation職能能力及資源分配functionalefficiency職能效率functionalorganizationofsalesforce按銷售職能組織銷售隊伍functionalorganizationalstructure職能型組織結構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)計特征geographicadjustments地理調整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產品制造商Goodyear固特異輪胎governmentagencies政府機構governmentbuyers政府采購者governmentmarket政府市場governmentregulation政府管制greenhouseeffect溫室效應greymarket灰色市場grossdomesticproduct(GDP)國內生產總值grossmargin毛利grossnationalproduct(GNP)國民生產總值grossprofit毛利grossratingpoints(GRPs)總級別指數group/categoryproductmanager類別產品經理growingmarkets成長市場growthrateofmarket市場增長率growthstageofproductlifecycle產品生命周期的成長階段growth-extensionstrategies增長擴張戰(zhàn)略growth-marketstrategiesformarketleaders市場領導者的市場增長戰(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）Haagen-Dazs哈根達斯hardtechnology硬技術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Hertz赫茲（美國汽車租賃巨頭）Hewlett-Packard惠普公司hierarchyofstrategy戰(zhàn)略的層次highmargin/low-turnoverretailers高利潤/低周轉率的零售商highmarketshareglobalstrategy高市場份額全球戰(zhàn)略high-contactservicesystem高接觸服務系統(tǒng)high-involvementproduct高參及產品high-involvementpurchase高參及購買hightmarketshare高市場份額戰(zhàn)略Hilton希爾頓HolidayInns假日旅館homogeneousmarket同質市場Honda本田household/familylifecycle家庭生命周期household家庭hybridtechnology混合技術ideageneration創(chuàng)意的產生/生成ideasfornewproducts新產品創(chuàng)意/構想idea-screeningprocess創(chuàng)意篩選過程identificationofsegments識別細分市場IllinoisToolWorks伊利諾斯工具廠imagepricing形象定價imitativepositioning模仿定位imitativestrategy模仿戰(zhàn)略impactevaluation影響評估impersonalsources非個人的信息來源implementationandcontrolofmarketingprograms營銷計劃的執(zhí)行和控制implementation實施improvementsinorrevisionsofexistingproducts現有產品的改良或修正impulsebuying沖動購買impulsegoods沖動購買品incentives激勵income收入increasedpenetrationstrategy增加滲透戰(zhàn)略indirectcostingprofitabilityanalysis間接成本盈利性分析individualbrand個別品牌individualvalue個人價值industrialgoods&services工業(yè)產品和服務industrialgoodschannels工業(yè)品分銷渠道industryattractiveness行業(yè)吸引力industryattractiveness-businesspositionmatrix行業(yè)吸引力-業(yè)務地位矩陣industrydynamics產業(yè)動態(tài)industryevaluation產業(yè)評估industryevolution產業(yè)演變inelastic缺乏價格彈性influences影響者info-communicationsindustry信息通信行業(yè)infomercials商業(yè)信息廣告informationage信息時代informationsearch信息搜集informationtechnology信息技術information信息informative告知性的ingredient成份in-homepersonalinterview個人家庭訪談in-houseusetests內部使用測試innovation創(chuàng)新innovativeness創(chuàng)新性installation設施in-storedisplay店內展示in-storepositioning店內布局in-storepromotion店內促銷intangibles無形integratedmarketingcommunicationplan(IMC)整合營銷傳播計劃integrationofperception感知整合integration整合Intel因特爾intensityofmarketposition市場地位的集中程度intensity集中程度intensivedistribution密集型分銷interactionsacrossmultipletargetmarkets多目標市場間的相互作用interactivemedia交互式媒體interestrates利率internaldatasources內部數據來源internalmarketing內部營銷internalorganizationalstructure內部組織結構internationaladvertising國際廣告internationalchannels國際分銷渠道internationaldivision國際分部internationalmarketing國際營銷internationalorganizationaldesign國際組織設計internationalizationofservices服務的國際化introductorystageofproductlifecycle產品生命周期的推出階段inventorylevel庫存水平investorrelationsadvertising投資關系廣告issueadvertising觀點廣告jobbers批發(fā)商Johnson&Johnson強生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準時制管理體系just-in-timepurchasingarrangements及keyaccountmanagement主要客戶管理keyaccounts關鍵客戶keybenefits核心利益keyenvironmentalissueidentification確定主要的環(huán)境問題keyvariables關鍵變量key/houseaccounts關鍵/機構客戶laboratorytests實驗室測試leapfrogstrategy蛙跳戰(zhàn)略learninghierarchy學習層級結構legalservices法律服務legislation立法legitimatepower法定權l(xiāng)evelofcompensation酬金水平leveloftechnicalsophistication技術的復雜程度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有限服務的批發(fā)商lineextension產品線擴展linefilling產品線填充linestretching產品線延伸listprice訂價Loyd'sofLondon倫敦勞埃德保險公司localizationstrategy本地化戰(zhàn)略locationpricing場所定價location位置lodging房屋出租logisticalalliances后勤聯盟long-termmemory長期記憶lostcustomer失去的顧客LouisVuitton路易·威登（法國著名時尚品牌）low-contactservicesystem低接觸服務系統(tǒng)low-costdefender低成本防御型low-costposition低成本地位low-involvementhierarchy低參及程度層級結構macrorisks宏觀風險macro-environment宏觀環(huán)境macro-segmentation宏觀細分mail-orderretailers郵購零售商maintainingmarketshare保持市場份額maintenancestrategy保持戰(zhàn)略managementoverhead管理費mandatoryadaptation強制性適應manufacturerbrand制造商/全國性品牌manufacturers'agents/representatives生產商的代理商/銷售代表manufacturers'exportagents(MEA)制造商出口代理manufacturers'salesoffices/branches生產商的銷售辦事處/分支機構manufacturingprocess制造過程manufacturing制造業(yè)marketaggregationstrategy整體市場戰(zhàn)略marketattractivenessfactors市場吸引力因素marketattractiveness市場吸引力marketattractiveness/businesspositionmatrix市場吸引力/業(yè)務地位矩陣marketcircumstances市場環(huán)境marketdemographics市場人口分布/統(tǒng)計特征marketdimension市場量度marketentrystrategies市場進入戰(zhàn)略marketexclusion市場排斥marketexpansionstrategy市場擴張戰(zhàn)略marketfactors市場因素marketfollowers市場跟隨者marketgrowthrate市場增長率markethierarchy市場等級marketinclusion市場納入marketleaders市場領導者marketmeasurement市場測量marketopportunityanalysis市場機會分析marketoriented以市場為導向的marketpositionfactors市場地位因素marketpositioninganalysis市場定位分析marketpotentialmeasurements市場潛力測度marketresearch市場研究marketsegment細分市場marketsegmentation市場細分marketshare市場份額markettargeting目標市場選擇market市場marketability市場開拓能力market-entrystrategies市場進入戰(zhàn)略marketingactionplan營銷行動計劃marketingaudit營銷審計marketingchannel營銷渠道m(xù)arketingcodesofconduct營銷行為規(guī)范marketingcommunication營銷溝通/傳播marketingconcept營銷觀念marketingcontrol營銷控制marketingdecisionsupportsystems(MDSS)營銷決策支持系統(tǒng)marketingenvironmentaudit營銷環(huán)境審計marketingflowsandfunctions營銷過程和職能marketingfunctionareaaudit營銷功能領域的審計marketingimplicationsof對營銷的影響marketinginformationsystem營銷信息系統(tǒng)marketinginstitutions營銷機構marketingmanagement營銷管理marketingmessage營銷信息marketingmix營銷組合marketingpolicy營銷策略marketingproductivityareaaudit營銷生產力領域的審計marketingprogramcomponents營銷計劃內容marketingprogram營銷計劃/方案marketingrelationship營銷關系marketingresearch營銷研究marketingstrategy營銷戰(zhàn)略market-managementorganizationalstructure市場管理組織結構mark-upprice產品/溢價價格Marlboro萬寶路MarriottHotel萬豪酒店mass-marketpenetrationstrategy大規(guī)模市場滲透戰(zhàn)略mass-marketstrategy大市場戰(zhàn)略matrixorganizationalstructure矩陣組織結構Mitsubishi日本松下電子matureconformists成熟的隨大流者maturemarkets成熟市場maturestageofproductlifecycle產品生命周期的成熟階段McDonald's麥當勞McDonnellDouglas麥道公司MCI電訊公司（前世界通信公司）MDSS(Marketing-DecisionSupportSystem)市場決策支持系統(tǒng)measurability可測度性measureorindex測量指標measurementcriteria計量標準mediaaudiences媒體受眾medicalandhealthservices醫(yī)療衛(wèi)生服務MedicoContainmentServicesmemoryofconsumers消費者記憶Mercedes-Benz梅賽德斯-奔馳MercerManagementConsulting美國美智管理顧問公司merchandising推銷merchantmiddlemen國內貿易中間商merchantwholesalers商業(yè)批發(fā)商messagestructure信息結構MichaelPorter邁克爾-波特microrisks微觀風險microsegmentation微觀細分MillerTydingACT,USA米勒·泰丁法案minging礦業(yè)MinnesotaMiningandManufacturingCompany(3M)明尼蘇達礦業(yè)和制造公司Minolta美能達miscellaneoussources多方面來源mission宗旨missionaryselling推銷式銷售MitsubishiHeavyIndustries三菱重工modifiedrebuy調整再購monosegmentpositioning單一細分市場定位Monsanto孟山都農業(yè)生物技術公司moralappeals倫理/道德訴求morals道德Motorola摩托羅拉multichanneldistribution多渠道分銷multidimensionalscaling多維等級法multilevelselling多級銷售multinationalcorporations(MNCs)跨國公司multipletestmarkets多測試市場multiple-brandstrategy多品牌戰(zhàn)略multiple-factorindex多因素指數法multisegmentpositioning多重細分市場定位mutualtrust相互信任nationalaccountmanagement全國性客戶管理nationalmarket國內市場NationalSemiconductor美國國家半導體公司naturalproducts天然產品NEC日本電子Nescafé雀巢咖啡Nestlé雀巢netsales凈銷售額networkcomputer(NC)網絡計算機newbusinessselling新業(yè)務銷售newbuy購入新產品newentrants新進入者newmarkets新市場newmaterials新材料NewProdscreeningmodel新普羅德篩選模型newproductlines新產品線newproducts新產品new-productdevelopment新產品開發(fā)new-productideas新產品創(chuàng)意Newsweek《新聞周刊》new-taskbuying全新采購new-to-the-worldproducts世界性新產品nichepenetrationstrategy壁龕/機會市場滲透戰(zhàn)略niche-marketstrategy壁龕市場戰(zhàn)略Nike耐克Nissan尼桑no-brandbrandname無品牌的品牌名稱no-frillsproduct無虛飾產品noiseincommunicationsystem傳播系統(tǒng)中的噪音non-financialrewards非物質性獎勵措施non-probabilitysampling非概率抽樣non-profitorganization非盈利組織non-storeretailing無店鋪零售業(yè)numberofstock-outs遲滯數目object-and-taskmethodofpromotionbudgeting目標-任務促銷預算法objectivesandstrategyareaaudit目標及戰(zhàn)略領域的審計objectives具體目標observation觀察法occupancycosts房屋占用成本occupation/position職業(yè)/職位oddpricing奇/余數定價法OEM(originalequipmentmanufacturer)原始設備制造商overallquality總體質量off-invoicediscounts發(fā)票之外的折扣offsets抵消交易Omega歐米加on-airtesting廣播測試OPEC(OrganizationofPetroleumExportingCountries)歐佩克（石油輸出國組織）openingrelationships建立關系operatingsupplies生產供應品operationalexcellence運作管理水平opinionleaders意見領導者opportunitycost機會成本opportunityidentification機會識別opportunity/threatmatrix機會/威脅矩陣ordercycletime訂貨周期orderprocessing訂單處理organizationallevel組織層次organizationalrequirementplanning組織需求計劃organizationareaaudit組織領域的審計organizationbuyingcenter組織采購中心organizationalcustomer組織顧客organizationaldirectselling組織直銷organizationalmarkets組織市場organizationalpurchasing組織采購organizationalstructure組織結構outdoorenthusiasts戶外運動愛好者out-of-homemedia戶外廣告媒體overallcostleadership全面成本領先overheads日常開支overseasdirectinvestment海外直接投資ownershipofnewproduct新產品所有權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Pepsi-Cola百事可樂perceivedcustomervalue顧客感知價值perceivedquality感知到的質量perceivedvalue感知到的價值percentageofsalespromotionbudgetingmethod銷售額百分比促銷預算法perceptionsofconsumers消費者感知/理解perceptual(product)positioning感知（產品）定位perceptualmap感知圖perceptualorganization感知組織perceptualvigilance感性的警惕performancedimension業(yè)績標準performanceevaluation業(yè)績評估performancemeasures表現/業(yè)績測度performanceobjective績效目標performancestandards績效標準performance功能perishability非持久性personalselling人員推銷personalsources個人的信息來源personneldevelopment人力資源開發(fā)persuasive說服性的pharmaceuticalsindustry醫(yī)藥行業(yè)physical(product)positioning物理（產品）定位physicaldescriptors物理變量physicaldistribution實物分銷Pillsbury皮爾斯博瑞pioneers先入者PizzaHut必勝客placeutility地點效用planningandcontrolsystemareaaudit計劃及控制系統(tǒng)領域的審計pointofsaleinformation銷售點信息point-of-purhcase(POP)promotion采購點促銷point-of-sales(POS)data銷售點數據pontificator保守派popularity通用性populationtrends人口趨勢portfoliomodelsforresourceallocation資源配置的資產組合模式positionintensity地位集中程度positioning定位possessionutility擁有效用post-purchasedissonance購買后的不協(xié)調post-purchaseevaluation購買后評估post-purchase/after-saleservice售后服務potentialadvantages潛在優(yōu)勢potentialcustomer潛在顧客potentialmarket潛在市場potentialtargetmarket潛在目標市場powerindistribution分銷權力powerofbuyers購買者能力powerofsuppliers供應商能力predatorypricing掠奪性定價法pre-emptingscarceresources先占稀缺資源preferentialtreatment特惠待遇premiums額外獎勵presentcompetitors現有的競爭者presentingsalesmessage提供銷售信息pre-testmarketresearch測試前市場研究pricediscrimination價格歧視priceelasticityofdemand需求的價格彈性pricefixing價格設定priceleaders價格領導者pricelining價格排列定價法pricepromotion價格促銷pricequotation報價pricesensitivity價格敏感度pricestructure價格結構price價格price/earningsration價格/收益比price-offpromotions降價促銷price-settingprocess定價過程pricingadjustments定價調整pricingpolicies價格策略pricing定價primarydemand基本需求primarysources第一類/主要數據printmedia印刷媒體private/for-profitorganization私營/盈利性組織PRIZM(PotentialRatingIndexforZipMarkets)按郵政區(qū)劃為基礎的潛力等級指數proactivenew-productdevelopmentstrategy進取型新產品開發(fā)戰(zhàn)略probabilitysampling概率抽樣problemformulation界定問題problemidentification確定問題processmanagement過程管理Procter&Gamble(P&G)寶潔公司productline產品線productavailability產品的可獲得性productcategory產品類別productclass產品類別productdecisions產品決策productdesign產品設計productdevelopment產品開發(fā)productdimensionorattributes產品維度/屬性productevolution產品演變productfeatures產品特征productintentshare產品傾向份額productleadership產品領導能力productlifecycle(PLC)產品生命周期productlifecyclecurve產品生命周期曲線productline產品線productmanageraudit產品經理審計productoffering供應品productorganizaitonofsalesforce按產品組織銷售隊伍productpolicies產品策略productpositioning產品定位productquality產品質量productscope產品范圍productspace產品位置productspecifications產品規(guī)格productsystems產品體系producttype產品類型productusage產品用途product產品product(ion)-orientedorganization產品/生產導向型組織production生產product-linepricingadjustments產品線定價調整product-managementorganizationalstructure產品管理組織結構product-marketentrycontrol產品－市場進入控制product-relatedbehavioraldescriptors及產品相關的行為變量product'smarketcharacteristics產品的市場特征product-usetesting產品使用測試pro-environment環(huán)保profitimpactofmarketstrategy(PIMS)市場戰(zhàn)略的利潤影響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項目及公司資源的協(xié)調性projectedprofit-and-lossstatement預計損益表projectivetests投影測試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promptness及時性propectorstrategy探索型戰(zhàn)略prospectingforcustomers尋找顧客psycho-graphics心理統(tǒng)計特征psychologicalcost心理成本psychologicalpricing心理定價法publicorganization公共組織publicrelations公共關系publicutilities公共設施publicity公共宣傳pullstrategyforcontrolofdistributionchannels分銷渠道控制的拉式戰(zhàn)略pupildilation瞳孔擴張purchasepredisposition購買傾向purchasingagent采購代理purchasingcontract采購合同purchasingmanager/agent采購經理／代理purchasingpowerparity(PPP)購買力平價指數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質量維度quality質量quantitydiscount數量折扣questionmarks問題類questioning詢問法quotas定額R&Dexpenditure研究開發(fā)戰(zhàn)略raceandethnicorigin種族和民族rackjobbers供應超級市場的批發(fā)商radio無線電廣播rankordering排序rateofadoption采購率rate-of-return/targetreturnpricing回報率/目標回報定價法rationalappeals理性訴求rationale基本原理rawmaterials原材料reactiveandproactiveresponses反應及前攝策略reactivenew-productdevelopmentstrategyreactorstrategy反應型戰(zhàn)略realestate房地產rebates回扣recalltests記憶測試receiver接收者reciprocity利益互惠recognitionofproblem/need發(fā)現問題/需求recognitiontests認知測試recreation娛樂業(yè)recruitmentandselection招聘及選拔recyclingofpackaging包裝回收（利用）Reebok銳步referencegroup參照群體referentpower參照權refocus鞏固refunds退款refusaltodeal拒絕經營regressionanalysis回歸分析法regulation管制related/concentricdiversification相關/同心多元化relationalVMSs相關式垂直營銷系統(tǒng)relativeattractivenessofdecliningmarkets衰退市場的相對吸引力relativemarketpotential相對市場潛力relativemarketshare相對市場份額reliability可靠性repeatpurchasebehavior重復購買行為repetition重復repositionings重新定位產品requirementsplanning需求計劃re-seller中間商residentbuyers常駐采購員resourceallocation/deployment資源配置responsestrategies反應策略responsetocommunication傳播響應responsivestrategy反應型新產品開發(fā)戰(zhàn)略responsiveness響應性retailcoveragestrategy零售范圍戰(zhàn)略RetailIndex零售指數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ReturnonEquity(ROE)權益回報率ReturnonInvestment(ROI)投資回報率ReturnonNetAssets(RONA)凈資產回報率reverseengineering反向工程rewardsystems獎勵系統(tǒng)rivalrydeterminants競爭決定因素rivalry競爭對手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產品銷售分析salesanalysisbyterritory區(qū)域銷售分析salesanalysis銷售分析salesforcasting銷售預測salesforceestimates銷售人員估計salesforcesize銷售隊伍規(guī)模salesforce銷售隊伍salesforecasting銷售預測salesmanagement銷售管理salesorganization銷售組織salesperformance銷售表現/業(yè)績salespersonnelincentives銷售人員激勵salespersonnel銷售人員salesplanning銷售計劃salespotential銷售潛力salespromotion銷售促進/促銷salesterritory銷售地區(qū)salestrends銷售趨勢sales銷售額sales/pricereduction銷售/價格下降sampledesign樣本設計samplesize樣本大小sampling抽樣sampling提供樣品scaleefficiency規(guī)模效率scaledmeasures比例測度scoringmodels評判模型screeningofideas創(chuàng)意篩選sealedbidding招標Sears西爾斯secondarysources第二類/次要數據second-but-betternew-productdevelopmentstrategy后者居上型新產品開發(fā)戰(zhàn)略security證券業(yè)segmentationandtargeting細分及目標選擇segmentationcriteria

細分標準segmentationdescriptors市場細分變量segmentation市場細分Seiko日本精工株式會社（全球著名的打印機生產商）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獨立經營的個人self-managingteams自我管理團隊self-oriented自我導向型sellinggroups銷售團隊sellingproposition銷售計劃/