Marketing市场营销专业词汇中英文对照表

1、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

2、 营销调研 accessibility 可进入性 accessory equipment markets account management policies positioning 定位 market segmentation 市场细分 sales promotion 销售促进 advertising feedback advertising frequency advertising media advertising reach advertising message advertising source附属设备市场 客户管理策略广告反馈 广告频率 广告媒体 广告接受人数 广告信息 广

3、告信息来源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 保证attitudes of consumers 消费者态度 availability 可获得性 / 供货能力 awareness （产品）知晓度 / 知名度 baby boomers 婴儿潮出生的一代人 backward channels for recycling backward integration banner advertisem

4、ents bar codes 条形码 barter 实物交易 basic physical needs BCG Grow-Share Matrix before tests事前测试回收的后向渠道后向垂直一体化横幅标语广告基本生理需要波士顿增长 - 份额矩阵Behavior Scan Information Resources Inc. 描信息源公司 behavioural analysis behavioural hierarchies benchmarking 基准行为分析行为层级benefit clusters 利益群体行为扫benefits 利益 Benz 奔驰 billing 帐单 b

5、irth rate 出生率 blanket purchase order 一揽子采购合同 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 品牌名称品牌定位品牌识别品牌战略brand positioning brand recognition brand strategies brand 品牌 brandi

6、ng strategy branding 品牌化 brands equity品牌化战略break-even analysis break-even volume breath of product assortment bribery 贿赂 British Airways 英国航空公司 brokers 经纪人 budgeting 预算 bundle 捆绑 Bureau of Census 人口统计局 business strength rating business plan 商业计划品牌的价值盈亏平衡分析盈亏平衡产量产品线的宽度商业能力评分business position 经营地位 bus

7、iness sector 商业部门 business services markets 商业服务市场 经营战略 经营单位战略 回购折让 产品返销 买方的讨价还价能力business strategies business unit strategy buyback allowances buyback arrangements buyers bargaining power buyers 采购者 buying behavior buying center buying inertia buying intention buying offices buying situation购买行为采购中

8、心购买惯性购买意图 连锁商店的进货中心采购情况 / 类型buying task 采购任务 capital gains 资本收益 capital invested in product产品投入资本cost effectiveness御性新产品开发战略感知分类分门别类 集中化变色龙 / 跟随者 可选择的营销渠道 渠道冲突 渠道决策 渠道功能渠道组织结构 渠道管理 渠道目标分销渠道渠道控制战略渠道设计决策渠道管理决策 传播渠道 选择标准 结束销售服装零售商认识的不协调数据收集联合营销联盟结合式薪酬方案竞争（供方）竞争因素竞争战略竞争优势 / 能力 竞争者分析投诉处理竞争均势组成材料和计算机化的订购

9、确定性研究 需求情况与规格一致consumers perceptions consumption 消费 contests 竞赛 contingency planning contract construction权变计划 契约建筑业 契约制造业收缩/边际贡献（贡献毛利）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 categorization centralization chameleons/followers channel alternat

10、ives channel conflicts channel decisions channel functions channel institutionschannel management channel objectives channel of distribution channel power 渠道权力 channel-control strategies channel-design decisions channel-management decisions channels of communication choice criteria closing a sale cl

11、othing retailers co-branding 联合品牌 code of ethics (职业)道德标准 coercive power 强制权 cognitive dissonance collection of data collection 收款 co-marketing alliances combination compensation plan 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

12、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-orientated pricing竞争导向定价法competitive advantage 竞争优势 competitive (supply-side) evolution 演变 competitive factorsco

13、mpetitive intelligence 竞争情报 / 信息 competitive parity promotion budgeting 促销预算法 competitive strategy competitive strength competitor analysis complaint handlingcomponent materials and parts markets 零部件市场 computerized ordering conclusive research conditions of demandconformance to specifications confor

14、mance 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 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

15、试 consumer/household market 消费者 / 家庭市场 消费者感知contract manufacturing contraction/strategic withdrawal strategy 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 分析 contribution margin边际贡献control strategies 控制战略 convenience food stores 便利

16、食品商店 convenience goods 便利品 convenience 服务的便利性 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 corrective action矫正行动cost analysis 成本分析defensive new-product development strategy防成本有效性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

17、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 costs of distributiondefensive positioningdelivery time 交付时间delivery 配送demand characteristicsd

18、emand curve 需求曲线demand-oriented pricingdemographic environment防御性定位需求特征需求导向定价法人口统计环境竞争者成本分销成本department stores 百货商店dependability 可靠性对等贸易counter trade courtesy 礼貌 coverage of geographic market coverage of relevant retailers 范围 credibility credit termsderegulation 放松管制地域性市场的范围相关零售商的销售descriptive resea

19、rch描述性研究design decisions 设计决策critical assumptions cross-elasticity customary pricing customer analysis customer contact信誉 信贷条款关键假设 交叉弹性 习惯性定价法 顾客分析 顾客接触 顾客需求 顾客亲密度 顾客忠诚度desired percentage mark-up on retail 利润率desired percentage returndeterminant attributesdeterminants 决定因素different responsesdifferen

20、tiated marketing预期零售预期回报率关键属性差别反应差异化营销customer demand customer intimacy customer loyalty customer need customer organization of sales force 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 customers percep

21、tiondifferentiation over timedifferentiation strategydifferentiation不同时间的差异差异化战略顾客需要按客户组织顾客导向定价法顾客感知差异化diffusion of innovation theorydimension 因素dimensions of quality质量维度direct costing profitability analysis 盈利性分析direct mail 直接邮寄创新扩散理论直接成本data confidentiality数据保密direct marketing via advertising medi

22、a 告媒体的直接营销通过广data research 数据研究direct marketing 直接营销data sources 数据来源direct product profitability (DPP) 利性 /利润率直接产品盈dealers 经销商direct selling直销deceptive advertisements欺骗性广告discount rate贴现率deciders 决策者discount stores折扣商店declining markets 衰退市场discount 折扣decoding 解码discount/premium price policies折扣 / 溢

23、价策略defect rate缺陷率discriminant analysis差异分析法defender strategy 防御型战略discriminatory adjustments歧视价格调整discriminatory pricing adjustments 整歧视定价调end use 最终使用endorsement 赞同disjunctive model 分离模型engineering （产品）工程设计display space 陈列空间entrepreneurial strategy企业家战略disposable income可支配收入entry strategies 进入战略dis

24、sonance-attribution hierarchy次结构不和谐 - 归属层environment and packaging disposal 处理环境与包装distribution channel designs分销渠道设计environment factors环境因素distribution channel objectives分销渠道的目标environmental scanning环境扫描 / 分析distribution channel分销渠道environmental strategy环境战略distribution decisions分销决策establishment 机

25、构distribution policies分销策略ethical audit公司）伦理审计distribution 分销ethics of marketing营销伦理道德distributor/store (private labels) brands 商/ 私有品牌分销ethnic composition种族构成European Community欧共体distributors 分销商evaluation and reward systems评估与奖励体系diversification多元化divest 撤退evaluation and selection of supplier 择供应商

26、评估和选divest 出让evaluation of alternatives评估替代品 / 各种选择divestment or liquidation收回投资或清算evaluation of brands品牌评估dividend 红利event sponsorship 事件赞助domestic target marketing strategies 市场定位的营销战略国内目标event 活动everyday low-price (EDLP)天天低价dropping products 放弃产品evoked set 引发的组合dual/two channel distribution syste

27、ms 系统双重分销evolution of market市场演变durability 耐用性exchange 交换early vs late adoption早期采购与后期采购exclusive dealing独家销售earnings per share每股收益exclusive distribution独家分销economic and technological factors 素经济技术因executive summaryexhibition media执行摘要展示广告媒体economic power 经济权existing market现有市场economies of scale 规模经

28、济exit barriers退出壁垒education services 教育服务expansion path扩张途径effectiveness 有效性expectation measures （顾客）预期测度efficiency 效率 emergency goods 急需品expectations of customersexpected unit sales顾客期望预计产量emotional appeals 情感诉求expected value 期望价值empathy 移情作用experience curve 经验曲线empirical evidence 经验性实例experimental

29、 research 实验性研究empowerment 授权expert power 专长权encoding 编码exploratory research探索性研究export agents 出口代理（商）Ford 福特公司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foreign middlemen 国外中间商 forestry 林业formalization 形式 / 规范化formulate 制定exporting 出口商品extended use strategy扩大使

30、用战略fortress/position-defence strategy略防御堡垒战extending volume growth扩大市场份额Fortune 财富杂志external data sources外部数据来源forward integration向前一体化external environment外部环境extrapolation of past sales trends 势推测法过去销售趋franchise systems 特许系统 franchising 特许经营free call numbers 免费电话号码facilitating agencies辅助/ 中介机构free

31、goods 免费商品factor analysis因素分析法freight-absorption pricing免收运费定价法fads 时尚fringe benefits 小额津贴family branding家族品牌frontal attack strategy正面进攻战略family life cycle家庭生命周期family structure家庭结构full costing profitability analysis 性分析全成本盈利farm products农产品full-service wholesalers全方位服务的批发商fast-moving consumer goods

32、 (FMCG) 快速变动的消 费品functional competencies and resource 职能能力与资源分配allocationfear appeals 恐惧 / 顾虑诉求functional efficiency职能效率features 特征Federal Department Stores联邦百货商店functional organization of sales force 职能组织销售队伍按销售Federal Trade Code (FTC) 联邦贸易法案FedEx (Federal Express) 联邦快递 feedback data 反馈数据functional

33、 organizational structure 结构职能型组织field test marketing实地市场测试functional performance 功能性能职能战略functional strategyfinancing 融资fisheries 渔业fit and finish结实度与外观games 比赛gap 差距gatekeepers 信息传递者fixed costs固定成本general behavioral descriptors般行为变量fixed salary固定工资General Electric (GE)通用电气flanker strategy 侧翼进攻战略Ge

34、neral Foods Corporation 通用食品flanker/fighting brand战斗品牌general merchandise discount chains 扣连锁店大众商品折flanking and encirclement strategies 与围堵战略侧翼进攻General Motors 通用汽车flat organizational structureFOB origin pricing FOB产地定价法focus strategy 集中战略 followers 追随者扁平的组织结构geodemographics 区域人口统计特征geographic adjus

35、tments 地理调整geographic distribution地理分布geographical organization of sales force 区组织销售队伍按地Gillette 吉列剔须刀Gucci 古琦（世界着名时装品牌）global adjustments 全球调整global elite consumer segment 场全球精英消费品市Haagen-Dazs 哈根达斯 hard technology 硬技术Harvard Business Review 哈佛商业评论global expansion全球扩张harvest 收获global marketing contr

36、ol全球营销控制harvesting pricing收获定价法global markets全球市场global niche strategy全球机会战略harvesting strategy health care 医疗保健收获战略global standardization strategy全球青少年市场global teenage segment globalization 全球化global-market expansiongoals 总目标全球标准化战略全球市场扩张going-rate/competitive parity pricing 价定价法竞争性平goods producers

37、 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)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

38、 product manager成长市场类别产品经理growing marketsgrowth rate of market市场增长率growth stage of product life cycle 期的成长阶段产品生命周growth-extension strategies增长扩张战略growth-market strategies for market leaders 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 位战略成长性市场定guarantee/warranty保证 / 担保gua

39、rantees 保证health maintenance organizations 卫生保健组织heavy buyer 大客户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 惠普公司hierarchy of strategy战略的层次high margin/low-turnover retailers 转率的零售商high market share global strategy 球战略high-contact service systemhigh-invo

40、lvement product（HMOs） （美国）高利润 / 低周高市场份额全高接触服务系统高参与产品high-involvement purchase hight market share 高市场份额战略 Hilton 希尔顿Holiday Inns 假日旅馆高参与购买homogeneous market 同质市场Honda 本田household/family life cycle household 家庭家庭生命周期hybrid technology 混合技术 idea generation 创意的产生 / 生成ideas for new productsidea-screening

41、processidentification of segmentsIllinois Tool Works新产品创意 / 构想创意筛选过程识别细分市场伊利诺斯工具厂image pricing 形象定价imitative positioning模仿定位imitative strategy模仿战略impact evaluation 影响评估in-store promotion店内促销impersonal sources 非个人的信息来源intangibles 无形implementation and control of marketing programs 营销计划的执行和控制integrated

42、 marketing communication plan (IMC) 整合营销传播计划implementation 实施integration of perception感知整合improvements in or revisions of existing products 现有产品的改良或修正integration 整合Intel 因特尔impulse buying 冲动购买impulse goods 冲动购买品intensity of market position 度市场地位的集中程incentives 激励intensity 集中程度income 收入intensive distr

43、ibution密集型分销increased penetration strategy增加渗透战略indirect costing profitability analysis 本盈利性分析间接成interactions across multiple target markets 目标市场间的相互作用interactive media 交互式媒体individual brand 个别品牌interest rates利率individual value个人价值internal data sources内部数据来源industrial goods & services工业产品和服务internal

44、 marketing内部营销industrial goods channels工业品分销渠道internal organizational structure内部组织结构industry attractiveness行业吸引力international advertising国际广告industry attractiveness-business position matrix 行业吸引力-业务地位矩阵international channels国际分销渠道international division国际分部industry dynamics产业动态international marketin

45、g国际营销industry evaluation产业评估industry evolution产业演变international organizational design 计国际组织设inelastic 缺乏价格弹性internationalization of services服务的国际化influences 影响者info-communications industry信息通信行业introductory stage of product life cycle 生命周期的推出阶段产品infomercials 商业信息广告inventory level库存水平information age

46、信息时代investor relations advertising投资关系广告information search 信息搜集issue advertising观点广告information technology信息技术jobbers 批发商information信息Johnson & Johnson 强生informative告知性的joint ventures 合资ingredient成份in-home personal interview个人家庭访谈jury of executive opinion 法行政管理人员群体意见in-house use tests内部使用测试innovatio

47、n 创新just noticeable difference (JND) 差异恰巧注意到的innovativeness创新性just-in-time (JIT) management system 理体系准时制管installation设施just-in-time purchasing arrangementsin-store display店内展示key account management 主要客户管理in-store positioning店内布局key accounts 关键客户key benefits 核心利益maintenance strategy保持战略key environme

48、ntal issue identification 要的环境问题确定主management overhead管理费mandatory adaptation强制性适应key variables 关键变量manufacturer brand制造商 / 全国性品牌key/house accounts关键 / 机构客户laboratory tests实验室测试manufacturers agents/representatives 代理商 / 销售代表生产商的leapfrog strategy蛙跳战略learning hierarchy学习层级结构manufacturers export agents

49、 (MEA) 代理制造商出口legal services法律服务legislation 立法manufacturers sales offices/branches 销售办事处 / 分支机构生产商的legitimate power 法定权manufacturing process 制造过程level of compensation酬金水平manufacturing 制造业level of technical sophistication 度技术的复杂程market aggregation strategymarket attractiveness factorsLevi Strauss 李维史

50、特劳斯market attractiveness整体市场战略市场吸引力因素市场吸引力Levis 列维斯（全球最大的牛仔服制造商）lexicographic model 词典编纂模型market attractiveness/business position matrix 市场吸引力 / 业务地位矩阵lifestyle 生活方式market circumstances 市场环境limited-service wholesalers有限服务的批发商market demographics 市场人口分布 / 统计特征line extension产品线扩展market dimension 市场量度li

51、ne filling产品线填充market entry strategies市场进入战略line stretching产品线延伸market exclusion 市场排斥list price 订价market expansion strategy市场扩张战略Loyds of London伦敦劳埃德保险公司market factors 市场因素localization strategy本地化战略market followers市场跟随者location pricing场所定价market growth rate市场增长率location 位置market hierarchy市场等级lodging

52、 房屋出租market inclusion市场纳入logistical alliances后勤联盟market leaders 市场领导者long-term memory长期记忆market measurement 市场测量lost customer 失去的顾客market opportunity analysis市场机会分析Louis Vuitt on路易威登（法国着名时尚品牌）market oriented 以市场为导向的low-contact service system低接触服务系统market position factors市场地位因素low-cost defender 低成本防御型market positioning analysi