常用英文营销词汇

常用营销词汇aabstract or executive summary（报告）摘要或结语acknowledgment response感知性反应action close（鼓励）行动性结尾 active listening积极地倾听active verb主动式的动词adjustment调 整 allness误以为全面analytical report分析性报告annual report年度报告argument论点assumption假设bbar graph条状图behavioral interviews 行为式面试bias-free language 非歧视性语言bibliography 参考书目精品资料blind ads（没有公司名称的）盲目广告blind copies盲目（抄送）副本blindering丧失方向性block format齐头式blocking阻碍body language身体语言body主体；正文boilerplate引 用 boxhead表头栏brainstorming头脑风暴法branching question分叉式问题bridge过渡buffer委婉语building goodwill树立良好的信誉bullets项目符号或编号business slang商业俚语businessese商业行话buying time with limited agreement在有限制协议下的购买时间bypassing旁路；错误传达ccable tv有线电视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可选择的营销渠道channel conflicts渠道冲突channel decisions渠道决策channel functions渠道功能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渠道设计决策channel-management decisions渠道管理决策channels of communication传播渠道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认识的不协调collection of data数据收集collection收款co-marketing alliances联合营销联盟combination compensation plan结合式薪酬方案comdex计算机展销会commercialization商业化commitment承诺communication channels传播渠道communication process传播过程communication信息交流 /沟通communications media传播媒体company personnel公司员工comparative advertisements比较广告comparison of brands品牌比较compensation deals补偿处理compensation plan酬金方案compensation/rewards酬金 /奖励compensatory补偿性的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竞争因素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计算机化的订购conclusive research确定性研究conditions of demand需求情况conflict and resolution strategies冲突和解决战略conformance to specifications与规格一致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（购买）决策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消费者包装食品公司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服务的便利性co-operative advertising合作性广告co-ordination and conflict resolution协调与冲突解决co-production合作生产core benefit proposition (cbp)核心利益方案/提议corollary-data method推定数据法corporate hq公司总部corporate scope公司（经营）范围corporate strategy公司战略corporate vertical marketing systems公司式垂直营销系统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成本领先战略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营销职能的成本和效益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地域性市场的范围coverage of relevant retailers相关零售商的销售范围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顾客分析customer contact顾客接触customer demand顾客需求customer intimacy顾客亲密度customer loyalty顾客忠诚度customer need顾客需要customer organization of sales force按客户组织销售队伍customer retention顾客维系 /保留customer satisfaction顾客满意度customer segment pricing顾客细分市场定价customer service顾客服务customer-oriented pricing顾客导向定价法customers perception顾客感知customers preferences顾客偏好customers price sensitivity顾客的价格敏感度customizing定制ddata collection数 据 收 集 data confidentiality数据保密data research数 据 研 究 data sources数据来源dealers经销商deceptive advertisements欺骗性广告deciders决策者declining markets衰退市场decoding解码defect rate缺陷率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设计决策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决定因素different responses差别反应differentiated defender strategy差异化防御战略differentiated marketing差异化营销differentiation over time不同时间的差异differentiation strategy差 异 化 战 略 differentiation差异化diffusion of innovation theory创新扩散理论dimension因素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通过广告媒体的直接营销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不和谐 -归属层次结构distribution channel designs分 销 渠 道 设 计 distribution channel objectives分销渠道的目标distribution channel分销渠道distribution decisions分销决策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国内目标市场定位的营销战略dropping products放弃产品dry cleaning干洗dual/two channel distribution systems双重分销系统duplication（媒体）重复durability耐用性eearly vs late adoption早期采购与后期采购earnings per share每股收益economic and technological factors经济技术因素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emerson electric爱默生电气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环境与包装处理environment factors环境因素environmental scanning环境扫描 /分析environmental strategy环境战略establishment机构ethical audit（公司）伦理审计ethics of marketing营销伦理道德ethnic composition种族构成european community欧共体evaluation and reward systems评估与奖励体系evaluation and selection of supplier评估和选择供应商evaluation of alternatives评估替代品 /各种选择evaluation of brands品牌评估event sponsorship事件赞助event活动everyday low-price (edlp)天天低价evoked set引发的组合evolution of market市场演变exchange交换exclusive dealing独家销售exclusive distribution独家分销executive summary执行摘要exhibition media展示广告媒体existing market现有市场exit barriers退出壁垒expansion path扩张途径expectation measures（顾客）预期测度expectations of customers顾客期望expected unit sales预计产量expected value期望价值experience curve经验曲线experimental research实验性研究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出口管理公司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外部数据来源external environment外部环境extrapolation of past sales trends过去销售趋势推测法ffacilitating agencies辅助 /中介机构factor analysis因素分析法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)快速变动的消费品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feedback data反馈数据field test marketing实地市场测试financing融资fisheries渔业fit and finish结实度与外观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侧翼进攻与围堵战略flat organizational structure扁平的组织结构fob origin pricing fob产地定价法focus strategy集中战略followers追随者foreign middlemen国外中间商forestry林 业 formalization形式 /规范化formulate制定fortress/position-defence strategy防御堡垒战略forward integration向前一体化franchise systems特许系统franchising特许经营free call numbers免费电话号码free goods免费商品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全方位服务的批发商functional competencies and resource allocation职能能力与资源分配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功能性能functional strategy职能战略ggames比赛gap差距gatekeepers信息传递者general behavioral descriptors一般行为变量general merchandise discount chains大众商品折扣连锁店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按地区组织销售队伍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)国内生产总值gross margin毛利gross national product (gnp)国民生产总值gross profit毛利gross rating points (grps)总级别指数group/category product manager类别产品经理growing markets成长市场growth rate of market市场增长率growth stage of product life cycle产品生命周期的成长阶段growth-extension strategies增长扩张战略growth-market strategies for market leaders市场领导者的市场增长战略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保证 /担保guarantees保证hhard 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大客户helpfulness有益性hierarchy of strategy战略的层次high margin/low-turnover retailers高利润 / 低周转率的零售商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高参与购买hight market share高市场份额战略homogeneous market同质市场household/family life cycle家庭生命周期household家庭hybrid technology混合技术iidea generation创意的产生 /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image pricing形象定价imitative positioning模仿定位imitative strategy模仿战略impact evaluation影响评估impersonal sources非个人的信息来源implementation and control of marketing programs营销计划的执行和控制implementation实施improvements in or revisions of existing products现有产品的改良或修正impulse buying冲动购买impulse goods冲动购买品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个别品牌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产业评估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告知性的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)整合营销传播计划integration of perception感知整合integration整合intensity of market position市场地位的集中程度intensity集中程度intensive distribution密集型分销interactions across multiple target markets多目标市场间的相互作用interactive media交互式媒体interest rates利率internal data sources内部数据来源internal marketing内部营销internal organizational structure内部组织结构international advertising国际广告international channels国际分销渠道international division国际分部international marketing国际营销international organizational design国际组织设计internationalization of services服务的国际化introductory stage of product life cycle产品生命周期的推出阶段inventory level库存水平investor relations advertising投资关系广告issue advertising观点广告jjobbers批发商joint ventures合资jury of executive opinion行政管理人员群体意见法just noticeable difference (jnd)恰巧注意到的差异just-in-time (jit) management system准时制管理体系just-in-time purchasing arrangements及时采购安排kkey account management主要客户管理key accounts关键客户key benefits核心利益key environmental issue identification确定主要的环境问题key variables关键变量key/house accounts关键/ 机构客户llaboratory tests实验室测试leapfrog strategy蛙跳战略learning hierarchy学习层级结构legal services法律服务legislation立法legitimate power法定权level of compensation酬金水平level of technical sophistication技术的复杂程度lexicographic model词典编纂模型lifestyle生活方式limited-service wholesalers有限服务的批发商line extension产品线扩展line filling产品线填充 line stretching产品线延伸list price订价localizaiton strategy本地化战略location pricing场所定价location位置lodging房屋出租logistical alliances后勤联盟long-term memory长期记忆lost customer失去的顾客low-contact service system低接触服务系统low-cost defender低成本防御型low-cost position低成本地位low-involvement hierarchy低参与程度层级结构mmacro risks宏观风险macroenvironment宏观环境macrosegmentation宏观细分mail-order retailers邮购零售商maintaining market share保持市场份额maintenance strategy保持战略management overhead管理费mandatory adaptation强制性适应manufacturer brand制造商 /全国性品牌manufacturers agents/representatives生产商的代理商/ 销售代表manufacturers export agents (mea)制造商出口代理manufacturers sales offices/branches生产商的销售办事处/ 分支机构manufacturing process制造过程manufacturing制造业market aggregation strategy整体市场战略market attractiveness factors市场吸引力因素market attractiveness市场吸引力market attractiveness/business position matrix市场吸引力 /业务地位矩阵market circumstances市场环境market demorgraphics市场人口分布/统计特征market dimension市场量度market entry strategies市场进入战略market exclusion市场排斥market expansion strategy市场扩张战略market factors市 场 因 素 market followers市场跟随者market growth rate市场增长率market hirarchy市场等级market inclusion市场纳入market leaders市场领导者market measurement市场测量market opportunity analysis市场机会分析market oriented以市场为导向的market position factors市场地位因素market positioning analysis市场定位分析market potential measurements市场潜力测度market research市场研究market segment细分市场market segmentation市场细分market share市 场 份 额 market targeting目标市场选择market市场marketability市场开拓能力market-entry strategies市场进入战略marketing action plan营销行动计划marketing audit营销审计marketing channel营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通 /传播marketing concept 营销观念marketing control营销控制marketing decision support systems (mdss)营销决策支持系统marketing environment audit营 销 环 境 审 计 marketing flows and functions营销过程和职能marketing function area audit营销功能领域的审计marketing implications of对营销的影响marketing information system营销信息系统marketing institutions营销机构marketing management营销管理marketing message营销信息marketing mix营 销 组 合 marketing policy营销策略marketing productivity area audit营销生产力领域的审计marketing program components营销计划内容marketing program营销计划 /方案marketing relationship营销关系marketing research营销研究marketing strategy营销战略market-management organizational structure市场管理组织结构mark-up price产品/ 溢价价格mass-market penetration strategy大规模市场渗透战略mass-market strategy大市场战略matrix organizational structure矩阵组织结构mature conformists成熟的随大流者mature markets成熟市场mature stage of product life cycle产品生命周期的成熟阶段mdss (marketing-decision support system)市场决策支持系统measurability可测度性measure or index测量指标measurement criteria计量标准media audiences媒体受众medical and health services医疗卫生服务memory of consumers消费者记忆merchandising推销merchant middlemen国内贸易中间商merchant wholesalers商业批发商message structure信息结构micro risks微观风险microsegmentatioin微观细分minging矿业miscellaneous sources多方面来源mission宗旨missionary selling推销式销售modifi