Marketing市場營銷專業(yè)詞匯中英文對照表1

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(chǎn)品開發(fā)ServiceIndustryMarketing服務(wù)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(guān)系ConsumerBehavior消費者行為SystemsofManagementInformation管理信息系統(tǒng)MarketingResearch營銷調(diào)研accessibility可進(jìn)入性accessoryequipmentmarkets附屬設(shè)備市場accountmanagementpolicies客戶管理策略positioning定位marketsegmentation市場細(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(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(zhǔn)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(lán)領(lǐng)bottomline底線/盈虧一覽結(jié)算線brandawareness品牌意識/認(rèn)知brandextensions品牌擴(kuò)展brandloyalty品牌忠誠度brandmark品牌標(biāo)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bribery賄賂BritishAirways英國航空公司brokers經(jīng)紀(jì)人budgeting預(yù)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(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(jìn)貨中心buyingsituation采購情況/類型buyingtask采購任務(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/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(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)識的不協(xié)調(diào)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(bǔ)償處理compensationplan酬金方案compensation/rewards酬金/獎勵compensatory補(bǔ)償性的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(jī)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(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(jìn)入模式contractualverticalmarketingsystems合約式垂直營銷系統(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(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(xì)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)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(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(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國內(nèi)目標(biāo)市場定位的營銷戰(zhàn)略droppingproducts放棄產(chǎn)品dual/twochanneldistributionsystems雙重分銷系統(tǒng)durability耐用性earlyvslateadoption早期采購及后期采購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(jìn)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(jī)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評估及獎勵體系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(kuò)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(kuò)大使用戰(zhàn)略extendingvolumegrowth擴(kuò)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facilitatingagencies輔助/中介機(jī)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)實度及外觀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)攻及圍堵戰(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(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(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(kuò)張globalmarketingcontrol全球營銷控制globalmarkets全球市場globalnichestrategy全球機(jī)會戰(zhàn)略globalstandardizationstrategy全球標(biāo)準(zhǔn)化戰(zhàn)略globalteenagesegment全球青少年市場globalization全球化global-marketexpansion全球市場擴(kuò)張goals總目標(biāo)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(jī)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(kuò)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(dān)保guarantees保證Gucci古琦（世界著名時裝品牌）Haagen-Dazs哈根達(dá)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(zhuǎn)率的零售商highmarketshareglobalstrategy高市場份額全球戰(zhàn)略high-contactservicesystem高接觸服務(wù)系統(tǒng)high-involvementproduct高參及產(chǎn)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(zhì)市場Honda本田household/familylifecycle家庭生命周期household家庭hybridtechnology混合技術(shù)ideageneration創(chuàng)意的產(chǎn)生/生成ideasfornewproducts新產(chǎn)品創(chuàng)意/構(gòu)想idea-screeningprocess創(chuàng)意篩選過程identificationofsegments識別細(xì)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(xiàn)有產(chǎn)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(chǎn)品和服務(wù)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(wù)地位矩陣industrydynamics產(chǎn)業(yè)動態(tài)industryevaluation產(chǎn)業(yè)評估industryevolution產(chǎn)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(shù)information信息informative告知性的ingredient成份in-homepersonalinterview個人家庭訪談in-houseusetests內(nèi)部使用測試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(biāo)市場間的相互作用interactivemedia交互式媒體interestrates利率internaldatasources內(nèi)部數(shù)據(jù)來源internalmarketing內(nèi)部營銷internalorganizationalstructure內(nèi)部組織結(jié)構(gòu)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(shè)計internationalizationofservices服務(wù)的國際化introductorystageofproductlifecycle產(chǎn)品生命周期的推出階段inventorylevel庫存水平investorrelationsadvertising投資關(guān)系廣告issueadvertising觀點廣告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)境問題keyvariables關(guān)鍵變量key/houseaccounts關(guān)鍵/機(jī)構(gòu)客戶laboratorytests實驗室測試leapfrogstrategy蛙跳戰(zhàn)略learninghierarchy學(xué)習(xí)層級結(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(lián)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(wù)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(jié)構(gòu)macrorisks宏觀風(fēng)險macro-environment宏觀環(huán)境macro-segmentation宏觀細(xì)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(qiáng)制性適應(yīng)manufacturerbrand制造商/全國性品牌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(wù)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(jìn)入戰(zhàn)略marketexclusion市場排斥marketexpansionstrategy市場擴(kuò)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(lǐng)導(dǎo)者marketmeasurement市場測量marketopportunityanalysis市場機(jī)會分析marketoriented以市場為導(dǎo)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(xì)分市場marketsegmentation市場細(xì)分marketshare市場份額markettargeting目標(biāo)市場選擇market市場marketability市場開拓能力market-entrystrategies市場進(jìn)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(lǐng)域的審計marketingimplicationsof對營銷的影響marketinginformationsystem營銷信息系統(tǒng)marketinginstitutions營銷機(jī)構(gòu)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(chǎn)力領(lǐng)域的審計marketingprogramcomponents營銷計劃內(nèi)容marketingprogram營銷計劃/方案marketingrelationship營銷關(guān)系marketingresearch營銷研究marketingstrategy營銷戰(zhàn)略market-managementorganizationalstructure市場管理組織結(jié)構(gòu)mark-upprice產(chǎn)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(jié)構(gòu)Mitsubishi日本松下電子matureconformists成熟的隨大流者maturemarkets成熟市場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)市場決策支持系統(tǒng)measurability可測度性measureorindex測量指標(biāo)measurementcriteria計量標(biāo)準(zhǔn)mediaaudiences媒體受眾medicalandhealthservices醫(yī)療衛(wèi)生服務(wù)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(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多方面來源mission宗旨missionaryselling推銷式銷售MitsubishiHeavyIndustries三菱重工modifiedrebuy調(diào)整再購monosegmentpositioning單一細(xì)分市場定位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(shù)法multisegmentpositioning多重細(xì)分市場定位mutualtrust相互信任nationalaccountmanagement全國性客戶管理nationalmarket國內(nèi)市場NationalSemiconductor美國國家半導(dǎo)體公司naturalproducts天然產(chǎn)品NEC日本電子Nescafé雀巢咖啡Nestlé雀巢netsales凈銷售額networkcomputer(NC)網(wǎng)絡(luò)計算機(jī)newbusinessselling新業(yè)務(wù)銷售newbuy購入新產(chǎn)品newentrants新進(jìn)入者newmarkets新市場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new-to-the-worldproducts世界性新產(chǎn)品nichepenetrationstrategy壁龕/機(jī)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(chǎn)品noiseincommunicationsystem傳播系統(tǒng)中的噪音non-financialrewards非物質(zhì)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(shù)目object-and-taskmethodofpromotionbudgeting目標(biāo)-任務(wù)促銷預(yù)算法objectivesandstrategyareaaudit目標(biāo)及戰(zhàn)略領(lǐng)域的審計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(guān)系operatingsupplies生產(chǎn)供應(yīng)品operationalexcellence運作管理水平opinionleaders意見領(lǐng)導(dǎo)者opportunitycost機(jī)會成本opportunityidentification機(jī)會識別opportunity/threatmatrix機(jī)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(lǐng)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(jié)構(gòu)outdoorenthusiasts戶外運動愛好者out-of-homemedia戶外廣告媒體overallcostleadership全面成本領(lǐng)先overheads日常開支overseasdirectinvestment海外直接投資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Pepsi-Cola百事可樂perceivedcustomervalue顧客感知價值perceivedquality感知到的質(zhì)量perceivedvalue感知到的價值percentageofsalespromotionbudgetingmethod銷售額百分比促銷預(yù)算法perceptionsofconsumers消費者感知/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)績標(biāo)準(zhǔn)performanceevaluation業(yè)績評估performancemeasures表現(xiàn)/業(yè)績測度performanceobjective績效目標(biāo)performancestandards績效標(biāo)準(zhǔn)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(chǎn)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(lǐng)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(shù)據(jù)pontificator保守派popularity通用性populationtrends人口趨勢portfoliomodelsforresourceallocation資源配置的資產(chǎn)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(diào)post-purchaseevaluation購買后評估post-purchase/after-saleservice售后服務(wù)potentialadvantages潛在優(yōu)勢potentialcustomer潛在顧客potentialmarket潛在市場potentialtargetmarket潛在目標(biāo)市場powerindistribution分銷權(quán)力powerofbuyers購買者能力powerofsuppliers供應(yīng)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(xiàn)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(shè)定priceleaders價格領(lǐng)導(dǎo)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(jié)構(gòu)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(diào)整pricingpolicies價格策略pricing定價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/盈利性組織PRIZM(PotentialRatingIndexforZipMarkets)按郵政區(qū)劃為基礎(chǔ)的潛力等級指數(shù)proactivenew-productdevelopmentstrategy進(jìn)取型新產(chǎn)品開發(fā)戰(zhàn)略probabilitysampling概率抽樣problemformulation界定問題problemidentification確定問題processmanagement過程管理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)品類別productclass產(chǎn)品類別productdecisions產(chǎn)品決策productdesign產(chǎn)品設(shè)計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productoffering供應(yīng)品productorganizaitonofsalesforce按產(chǎn)品組織銷售隊伍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product(ion)-orientedorganization產(chǎn)品/生產(chǎn)導(dǎo)向型組織production生產(chǎn)product-linepricingadjustments產(chǎn)品線定價調(diào)整product-managementorganizationalstructure產(chǎn)品管理組織結(jié)構(gòu)product-marketentrycontrol產(chǎn)品－市場進(jìn)入控制product-relatedbehavioraldescriptors及產(chǎn)品相關(guān)的行為變量product'smarketcharacteristics產(chǎn)品的市場特征product-usetesting產(chǎn)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(diào)性projectedprofit-and-lossstatement預(yù)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(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購買傾向purchasingagent采購代理purchasingcontract采購合同purchasingmanager/agent采購經(jīng)理／代理purchasingpowerparity(PPP)購買力平價指數(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(yīng)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(biāo)回報定價法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記憶測試receiver接收者reciprocity利益互惠recognitionofproblem/need發(fā)現(xiàn)問題/需求recognitiontests認(rèn)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(quán)refocus鞏固refunds退款refusaltodeal拒絕經(jīng)營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(fù)購買行為repetition重復(fù)repositionings重新定位產(chǎn)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(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ReturnonEquity(ROE)權(quán)益回報率ReturnonInvestment(ROI)投資回報率ReturnonNetAssets(RONA)凈資產(chǎn)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(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salesforceestimates銷售人員估計salesforcesize銷售隊伍規(guī)模salesforce銷售隊伍salesforecasting銷售預(yù)測salesmanagement銷售管理salesorganization銷售組織salesperformance銷售表現(xiàn)/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(jìn)/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(shè)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(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)分及目標(biāo)選擇segmentationcriteria

細(xì)分標(biāo)準(zhǔn)segmentationdescriptors市場細(xì)分變量segmentation市場細(xì)分Seiko日本精工株式會社（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獨立經(jīng)營的個人self-managingteams自我管理團(tuán)隊self-oriented自我導(dǎo)向型sellinggroups銷售團(tuán)隊sellingproposition銷售計劃/