市场营销专业词汇中英文对照手册模板.doc

市场营销专业词汇中英文对照表Marketing Management营销管理New Products Development新产品开发 Service Industry Marketing服务业营销Advertising广告Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道Public Relationship公共关系Consumer Behavior消费者行为Systems of Management Information管理信息系统Marketing Research营销调研accesibility 可进入性accessory equipment markets 隶属设备市场account management policies 用户管理策略positioning定位additions to existing product lines 现有产品线增加administered vertical marketing systems 管理式垂直营销系统market segmentation市场细分sales promotion销售促进advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising reach 广告接收人数advertising message 广告信息advertising source 广告信息起源agent middleman 代理商allowance 折让alteration 退换American Marketing Association 美国营销协会annual marketing plan 年度营销计划assurance 确保attitudes of consumers 消费者态度availability 可取得性/供货能力awareness （产品）知晓度/著名度baby boomers 婴儿潮出生一代人backward channels for recycling 回收后向渠道backward integration 后向垂直一体化banner advertisements 横幅口号广告bar codes 条形码barter 实物交易basic physical needs 基础生理需要BCG Grow-Share Matrix 波士顿增加-份额矩阵before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源企业behavioural analysis 行为分析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单birth rate 出生率blanket purchase order 一揽子采购协议blind-paired comparison testing 双盲比较测试blue collars 蓝领bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brands equity 品牌价值break-even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线宽度breath or diversity of product lines 产品线宽度或多样性bribery 贿赂British Airways 英国航空企业brokers 经纪人budgeting 预算bundle 捆绑Bureau of Census 人口统计局busines strength rating 商业能力评分business plan 商业计划business position 经营地位business sector 商业部门business services markets 商业服务市场business strategies 经营战略business unit strategy 经营单位战略buyback allowances 回购折让buyback arrangements 产品返销buyers bargaining power 买方讨价还价能力buyers 采购者buying behavior 购置行为buying center 采购中心buying inertia 购置惯性buying intention 购置意图buying offices 连锁商店进货中心buying power indes (BPI) 购置力指数buying situation 采购情况/类型buying task 采购任务capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择营销渠道channel conflicts 渠道冲突channel decisions 渠道决议channel functions 渠道功效channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决议channel-management decisions 渠道管理决议channels of communication 传输渠道choice criteria 选择标准closing a sale 结束销售clothing retailers 服装零售商co-branding 联合品牌code of ethics （职业）道德标准coercive power 强制权cognitive dissonance 认识不协调collection of data 数据搜集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案commitment 承诺communication channels 传输渠道communication process 传输过程communication 信息交流/沟通communications media 传输媒体company personnel 企业职员comparative advertisements 比较广告comparison of brands 品牌比较compensation deals 赔偿处理compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 赔偿性competition and industry evolution 竞争和行业演变competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive (supply-side) evolution 竞争（供方）演变competitive factors 竞争原因competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力competitor analysis 竞争者分析complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场computerized ordering 计算机化订购conclusive research 确定性研究conditions of demand 需求情况conflict and resolution strategies 冲突和处理战略conformance to specifications 和规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型consumer decision-making 消费者（购置）决议consumer goods channels 消费品分销渠道Consumer Goods Pricing Act, USA 美国消费品定价法案consumer goods 消费品consumer markets 消费品市场consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品企业consumer promotion 消费者促销consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers perceptions 消费者感知consumption 消费contests 竞赛contingency planning 权变计划contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际贡献（贡献毛利）分析contributrion margin 边际贡献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 服务便利性Cool Whip 清凉维普co-operative advertising 合作性广告co-ordination and conflict resolution 协调和冲突处理co-production 合作生产core benefit proposition (CBP) 关键利益方案/提议corollary-data method 推定数据法corporate HQ 企业总部corporate scope 企业（经营）范围corporate strategy 企业战略corporate vertical marketing systems 企业式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告corrective action 矫正行动cost analysis 成本分析cost effectiveness 成本有效性cost leadership strategy 成本事先战略cost of capital 资本成本cost of goods sold (COGS) 产品销售成本cost reductions 降低成本产品cost-and-volume relationship 成本-数量关系cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能成本和效益costs of competitors 竞争者成本costs of distribution 分销成本countertrade 对等贸易coupons 优惠券courtesy 礼貌coverage of geographic market 地域性市场范围coverage of relevant retailers 相关零售商销售范围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing 习惯性定价法customer analysis 用户分析customer contact 用户接触customer demand 用户需求customer intimacy 用户亲密度customer loyalty 用户忠诚度customer need 用户需要customer organization of sales force 按用户组织销售队伍customer retention 用户维系/保留customer satisfaction 用户满意度customer segment pricing 用户细分市场定价customer service 用户服务customer-oriented pricing 用户导向定价法customers perception 用户感知customers preferences 用户偏好customers price sensitivity 用户价格敏感度customizing 定制data collection 数据搜集data confidentiality 数据保密data research 数据研究data sources 数据起源dealers 经销商deceptive advertisements 欺骗性广告deciders 决议者declining markets 衰退市场decoding 解码defect rate 缺点率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略defensive positioning 防御性定位delivery time 交付时间delivery 配送demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 可靠性deregulation 放松管制derived demand 衍生需求descriptive research 描述性研究design decisions 设计决议desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants 决定原因different responses 差异反应differentiated defender strategy 差异化防御战略differentiated marketing 差异化营销differentiation over time 不一样时间差异differentiation strategy 差异化战略differentiation 差异化diffusion of innovation theory 创新扩散理论dimension 原因dimensions of quality 质量维度direct costing profitability analysis 直接成本盈利性分析direct mail 直接邮寄direct marketing via advertising media 经过广告媒体直接营销direct marketing 直接营销direct product profitability (DPP) 直接产品盈利性/利润率direct selling 直销discount rate 贴现率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价策略discriminant analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视定价调整disjunctive model 分离模型display space 陈列空间disposable income 可支配收入dissonance-attribution hierarchy 不友好-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道目标distribution channel 分销渠道distribution decisions 分销决议distribution policies 分销策略distribution 分销distributor/store (private lables) brands 分销商/私有品牌distributors 分销商diversification 多元化divest 撤退divest 出让divestment or liquidation 收回投资或清算dividend 红利dogs 瘦狗类domestic target marketing strategies 中国目标市场定位营销战略dropping products 放弃产品dry cleaning 干洗dual/two channel distribution systems 双重分销系统duplication （媒体）反复DuPont 杜邦企业durability 耐用性early vs late adoption 早期采购和后期采购earnings per share 每股收益economic and technological factors 经济技术原因economic power 经济权economies of scale 规模经济education services 教育服务effectiveness 有效性efficiency 效率emergency goods 急需品emotional appeals 情感诉求empathy 移情作用empirical evidence 经验性实例empowerment 授权encoding 编码end use 最终使用endorsement 赞同engineering （产品）工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境和包装处理environment factors 环境原因environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit （企业）伦理审计ethics of marketing 营销伦理道德ethnic composition 种族组成European Community 欧共体evaluation and reward systems 评定和奖励体系evaluation and selection of supplier 评定和选择供给商evaluation of alternatives 评定替换品/多种选择evaluation of brands 品牌评定event sponsorship 事件赞助event 活动everyday low-price (EDLP) 天天低价evoked set 引发组合evolution of market 市场演变exchange 交换exclusive dealing 独家销售exclusive distribution 独家分销executive summary 实施摘要exhibition media 展示广告媒体existing market 现有市场exit barriers 退出壁垒expansion path 扩张路径expectation measures （用户）预期测度expectations of customers 用户期望expected unit sales 估计产量expected value 期望价值experience curve 经验曲线experimental research 试验性研究expert power 专长权exploratory research 探索性研究export agents 出口代理（商）export jobbers 出口批发商export management company 出口管理企业export merchants 出口贸易商export 出口exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额external data sources 外部数据起源external environment 外部环境extrapolation of past sales trends 过去销售趋势推测法facilitating agencies 辅助/中介机构factor analysis 原因分析法fads 时尚family branding 家族品牌family life cycle 家庭生命周期family structure 家庭结构farm products 农产品fast-moving consumer goods (FMCG) 快速变动消费品fear appeals 恐惧/顾虑诉求features 特征Federal Department Stores 联邦百货商店Federal Trade Code （FTC) 联邦贸易法案FedEx (Federal Express) 联邦快递feedback data 反馈数据field test marketing 实地市场测试financing 融资fisheries 渔业fit and finish 坚固度和外观fixed costs 固定成本fixed salary 固定工资flanker strategy 侧翼进攻战略flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻和围堵战略flat organizational structure 扁平组织结构FOB origin pricing FOB产地定价法focus strategy 集中战略followers 追随者Ford 福特企业foreign middlemen 国外中间商forestry 林业formalization 形式/规范化formulate 制订fortress/position-defence strategy 防御堡垒战略Fortune 财富杂志forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 无偿电话号码free goods 无偿商品freight-absorption pricing 免收运费定价法fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全成本盈利性分析full-service wholesalers 全方位服务批发商functional competencies and resource allocation 职能能力和资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍functional organizational structure 职能型组织结构functional performance 功效性能functional strategy 职能战略games 比赛gap 差距gatekeepers 信息传输者general behavioral descriptors 通常行为变量General Electric (GE) 通用电气General Foods Corporation 通用食品general merchandise discount chains 大众商品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布geographical organization of sales force 按地域组织销售队伍Gillette 吉列剔须刀global adjustments 全球调整global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制global markets 全球市场global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场globalization 全球化global-market expansion 全球市场扩张goals 总目标going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制greenhouse effect 温室效应grey market 灰色市场gross domestic product (GDP) 中国生产总值gross margin 毛利gross national product (GNP) 国民生产总值gross profit 毛利gross rating points (GRPs) 总等级指数group/category product manager 类别产品经理growing markets 成长市场growth rate of market 市场增加率growth stage of product life cycle 产品生命周期成长阶段growth-extension strategies 增加扩张战略growth-market strategies for market leaders 市场领导者市场增加战略growth-market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 确保/担保guarantees 确保Gucci 古琦（世界著名时装品牌）Haagen-Dazs 哈根达斯hard technology 硬技术Harvard Business Review 哈佛商业评论harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations (HMOs) （美国）卫生保健组织heavy buyer 大用户Heileman Brewing CompanyHeinz 亨氏食品helpfulness 有益性Henkel 汉高Hertz 赫兹（美国汽车租赁巨头）Hewlett-Packard 惠普企业hierarchy of strategy 战略层次high margin/low-turnover retailers 高利润/低周转率零售商high market share global strategy 高市场份额全球战略high-contact service system 高接触服务系统high-involvement product 高参与产品high-involvement purchase 高参与购置hight market share 高市场份额战略Hilton 希尔顿Holiday Inns 假日旅馆homogeneous market 同质市场Honda 本田household/family life cycle 家庭生命周期household 家庭hybrid technology 混合技术idea generation 创意产生/生成ideas for new products 新产品创意/构想idea-screening process 创意筛选过程identification of segments 识别细分市场Illinois Tool Works 伊利诺斯工具厂image pricing 形象定价imitative positioning 模拟定位imitative strategy 模拟战略impact evaluation 影响评定impersonal sources 非个人信息起源implementation and control of marketing programs 营销计划实施和控制implementation 实施improvements in or revisions of existing products 现有产品改良或修正impulse buying 冲动购置impulse goods 冲动购置品incentives 激励income 收入increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接成本盈利性分析individual brand 部分品牌individual value 个人价值industrial goods & services 工业产品和服务industrial goods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-business position matrix 行业吸引力-业务地位矩阵industry dynamics 产业动态industry evaluation 产业评定industry evolution 产业演变inelastic 缺乏价格弹性influencers 影响者infocommunications industry 信息通信行业infomercials 商业信息广告information age 信息时代information search 信息搜集information technology 信息技术information 信息informative 通知性ingredient 成份in-home personal interview 个人家庭访谈in-house use tests 内部使用测试innovation 创新innovativeness 创新性installation 设施in-store display 店内展示in-store positioning 店内布局in-store promotion 店内促销intangibles 无形integrated marketing communication plan (IMC) 整合营销传输计划integration of perception 感知整合integration 整