市场营销专业词汇中英文对照表1讲课教案

1、第1部分:Accesibility可进入性accessoryequipmentmarkets附属设备市场accountmanagementpolicies客户管理策略additionstoexistingproductlines现有产品线的增加verticalmarketingsystems垂直营销系统advertisingreach广告接受人数advertisingmessage广告信息advertisingsource广告信息来源allowance折让alteration退换awareness（产品）知晓度/知名度babyboomers婴儿潮出生的一代人backwardchannelsfo

2、rrecycling回收的后向渠道backwardintegration后向垂直一体化barter实物交易beforetests事前测试BehaviorScanInformationResourcesInc.行为扫描信息源公司behaviouralanalysis行为分析behaviouralhierarchies行为层级benefitclusters利益群体blanketpurchaseorder揽子采购合同blind-pairedcomparisontesting双盲比较硬U试bottomline底线/盈亏一览结算线brandextensions品牌扩展brandrecognition品牌

3、识另1Jbreak-evenanalysis盈亏平衡分析break-evenvolume盈亏平衡产量breathofproductassortment产品线的宽度breathordiversityofproductlines产品线的宽度或多样性brokers经纪人bundle捆绑businesstrengthrating商业能力评分businessposition经营地位businessservicesmarkets商业服务市场businessunitstrategy经营单位战略buybackallowances回购折让buybackarrangements产品返销buyers'bar

4、gainingpower买方的讨价还价能buyingbehavior购买行为buyingcenter采购中心buyinginertia购买惯性buyingoffices连锁商店的进货中心buyingsituation采购情况/类型buyingtask采购任务capitalgains资本收益capitalinvestedinproduct产品投入资本Carnival嘉年华cashcows现金牛类cataloguesales目录销售categorizationofperception感知分类categorization分门另U类chameleons/followers变色龙/跟随者channela

5、lternatives可选择的营销渠道channeldecisions渠道决策channelfunctions渠道功能channelinstitutions渠道组织结构channelobjectives渠道目标channelpower渠道权力channel-controlstrategies渠道控制战略channel-designdecisions渠道设计决策channel-managementdecisions渠道管理决策choicecriteria选择标准closingasale结束销售clothingretailers服装零售商co-branding联合品牌codeofethics（职业

6、）道德标准coercivepower强制权cognitivedissonance认识的不协调collectionofdata数据收集collection收款co-marketingalliances联合营销联盟combinationcompensationplan结合式薪酬万案communicationprocess传播过程comparativeadvertisements比较广告comparisonofbrands品牌比较compensationdeals补偿处理compensationplan酬金方案compensation/rewards酬金/奖励compensatory补偿性的comp

7、etitionandindustryevolution竞争和行业演变competition-orientatedpricing竞争导向定价competitive(supply-side)evolution竞争(供方)演变competitivefactors竞争因素competitiveintelligence竞争，f青报/信息competitiveparitypromotionbudgeting竞争均势促销预算法competitivestrategy竞争战略competitivestrength竞争优势/能力complainthandling投诉处理componentmaterialsandp

8、artsmarkets组成材料和零部件市场computerizedordering计算机化的订购conclusiveresearch确定性研究conditionsofdemand需求情况conflictandresolutionstrategies冲突和解决战略conformancetospecifications与规格一致conformance一致性confrontationstrategy对抗战略conjointmeasurement联合测度法conjunctivemodel联合模型consumerdecision-making消费者(购买)决策consumergoodschannels消

9、费品分销渠道ConsumerGoodsPricingAct,USA美国消费品定价法案consumers'perceptions消费者感知contingencyplanning权变计戈Ucontractconstruction契约建筑业contractmanufacturing契约制造业contraction/strategicwithdrawalstrategy收缩/战略性撤退战略contractualentrymodes契约式进入模式contractualverticalmarketingsystems合约式垂直营销系统contributionmarginanalysis边际贡献(贡

10、献毛利)分析contributrionmargin边际贡献controlstrategies控制战略co-operativeadvertising合作性广告co-ordinationandconflictresolution协调与冲突解决co-production合作生产corebenefitproposition(CBP)核心禾U益方案/提议corollary-datamethod推定数据法corporateverticalmarketingsystems公司式垂直营销系统corporate/institutionaladvertising团体/社会公共机构广告correctiveactio

11、n矫正行动costeffectiveness成本有效性costleadershipstrategy成本领先战略costofcapital资本成本costofgoodssold(COGS)产品销售成本costreductions降低成本产品cost-and-volumerelationship成本-数量关系cost-orientedpricing成本导向定价法cost-plus/mark-uppricing成本力成/溢价定价法costsandbenefitsofmarketingfunctions营销职能的成本和效益costsofcompetitors竞争者成本costsofdistributi

12、on分销成本countertrade对等贸易coverageofgeographicmarket地域性市场的范围coverageofrelevantretailers相关零售商的销售范围credibility信誉creditterms信贷条款criticalassumptions关键假设cross-elasticity交叉弹性customarypricing习惯性定价法customercontact顾客接触customerintimacy顾客亲密度customerorganizationofsalesforce按客户组织销售队伍customerretention顾客维系/保留customers

13、atisfaction顾客满意度customersegmentpricing顾客细分市场定价customer-orientedpricing顾客导向定价法customers'perception顾客感知customizing定制deceptiveadvertisements欺骗性广告decoding解码defectrate缺陷率defenderstrategy防御型战略defensivenew-productdevelopmentstrategy防御性新产品开发战略defensivepositioning防御性定位demandcharacteristics需求特征demandcurve

14、需求曲线demand-orientedpricing需求导向定价法demographicenvironment人口统计环境dependability可靠性deregulation放松管制deriveddemand衍生需求descriptiveresearch描述性研究designdecisions设计决策desiredpercentagemark-uponretail预期零售利润率desiredpercentagereturn预期回报率determinantattributes关键属性determinants决定因素differentresponses差另1J反应differentiatedd

15、efenderstrategy差异化防御战略differentiatedmarketing差异化营销differentiationovertime不同时间的差异diffusionofinnovationtheory创新扩散理论dimension因素dimensionsofquality质量维度directcostingprofitabilityanalysis直接成本盈利性分析directmarketingviaadvertisingmedia通过广告媒体的直接营销directmarketing直接营销directproductprofitability(DPP)直接产品盈利性/利润率disc

16、ountrate贴现率discount/premiumpricepolicies折扣/溢价策略discriminantanalysis差异分析法discriminatoryadjustments歧视价格调整discriminatorypricingadjustments歧视定价调整disjunctivemodel分离模型dissonance-attributionhierarchy不和谐-归属层次结构distributionchanneldesigns分销渠道设计distributionchannelobjectives分销渠道的目标distributor/store(privatelable

17、s)brands分销商/私有品牌divest撤退divest出让divestmentorliquidation收回投资或清算dividend红利dogs瘦狗类domestictargetmarketingstrategies国内目标市场定位的营销战略droppingproducts放弃产品dual/twochanneldistributionsystems双重分销系统duplication(媒体)重复durability耐用性earlyvslateadoption早期采购与后期采购earningspershare每股收益economicandtechnologicalfactors经济技术因素

18、economicpower经济权educationservices教育服务effectiveness有效性emergencygoods急需品emotionalappeals情感诉求empathy移情作用empiricalevidence经验性实例empowerment授权encoding编码enduse最终使用endorsement赞同engineering（产品）工程设计entrepreneurialstrategy企业家战略entrystrategies进入战略environmentandpackagingdisposal环境与包装处理environmentfactors环境因素envir

19、onmentalscanning环境扫描/分析environmentalstrategy环境战略establishment机构ethicalaudit（公司）伦理审计ethicsofmarketing营销伦理道德ethniccomposition种族构成evaluationandrewardsystems评估与奖励体系evaluationandselectionofsupplier评估和选择供应商evaluationofalternatives评估替代品/各种选择evaluationofbrands品牌评估everydaylow-price（EDLP）天天低价evokedset弓I发的组合ev

20、olutionofmarket市场演变exclusivedealing独家销售exclusivedistribution独家分销executivesummary执行摘要exhibitionmedia展示广告媒体exitbarriers退出壁垒expansionpath扩张途径expectationmeasures（顾客）预期测度expectationsofcustomers顾客期望expectedunitsales预计产量expectedvalue期望价值experiencecurve经验曲线experimentalresearch实验性研究expertpower专长权exploratoryr

21、esearch探索性研究exportagents出口代理（商）exportjobbers出口批发商exportmanagementcompany出口管理公司exportmerchants出口贸易商exporting出口商品extendedusestrategy扩大使用战略extendingvolumegrowth扩大市场份额extrapolationofpastsalestrends过去销售趋势推测法facilitatingagencies辅助/中介机构factoranalysis因素分析法familybranding家族品牌familylifecycle家庭生命周期fearappeals恐惧

22、/顾虑诉求features特征FederalDepartmentStores联邦百货商店FederalTradeCode（FTC）联邦贸易法案FedEx（FederalExpress）联邦快递feedbackdata反馈数据fieldtestmarketing实地市场测试financing融资fisheries渔业fitandfinish结实度与外观flankerstrategy侧翼进攻战略flanker/fightingbrand战斗品牌flankingandencirclementstrategies侧翼进攻与围堵战略flatorganizationalstructure扁平的组织结构FO

23、BoriginpricingFOB产地定价法focusstrategy集中战略foreignmiddlemen国外中间商forestry林业formalization形式/规范化formulate制定fortress/position-defencestrategy防御堡垒战略forwardintegration向前一体化franchisesystems特许系统franchising特许经营freecallnumbers免费电话号码freight-absorptionpricing免收运费定价法fringebenefits小额津贴frontalattackstrategy正面进攻战略fullc

24、ostingprofitabilityanalysis全成本盈禾1性分析full-servicewholesalers全方位服务的批发商functionalcompetenciesandresourceallocation职能能力与资源分配functionalefficiency职能效率functionalorganizationofsalesforce按销售职能组织销售队伍functionalorganizationalstructure职能型组织结构functionalperformance功能性能functionalstrategy职能战略gatekeepers信息传递者generalb

25、ehavioraldescriptors一般行为变量GeneralFoodsCorporation通用食品generalmerchandisediscountchains大众商品折扣连锁店GeneralMotors通用汽车geodemographics区域人口统计特征geographicadjustments地理调整geographicdistribution地理分布geographicalorganizationofsalesforce按地区组织销售队伍Gillette吉列剔须刀globaladjustments全球调整globaleliteconsumersegment全球精英消费品市场g

26、lobalexpansion全球扩张globalmarketingcontrol全球营销控制globalnichestrategy全球机会战略globalstandardizationstrategy全球标准化战略globalteenagesegment全球青少年市场global-marketexpansion全球市场扩张goals总目标going-rate/competitiveparitypricing竞争性平价定价法goodsproducers产品制造商Goodyear固特异轮胎governmentagencies政府机构governmentbuyers政府采购者governmentma

27、rket政府市场governmentregulation政府管制greymarket灰色市场grossdomesticproduct(GDP)国内生产总值grossmargin毛禾Ugrossnationalproduct(GNP)国民生产总值grossratingpoints(GRPs)总级别指数group/categoryproductmanager类另1J产品经理growthstageofproductlifecycle产品生命周期的成长阶段growth-extensionstrategies增长扩张战略growth-marketstrategiesformarketleaders市场领

28、导者的市场增长战略growth-marketstrategy成长性市场战略growth-markettargetingstrategy成长性市场定位战略guarantee/warranty保证/担保harvestingpricing收获定价法harvestingstrategy收获战略healthcare医疗保健healthmaintenanceorganizations(HMOs)(美国)卫生保健组织heavybuyer大客户HeilemanBrewingCompanyhelpfulness有益性Henkel汉高Hertz赫兹(美国汽车租赁巨头)hierarchyofstrategy战略的层

29、次highmargin/low-turnoverretailers高禾U润"氐周转率的零售商highmarketshareglobalstrategy高市场份额全球战略high-contactservicesystem高接触服务系统high-involvementproduct高参与产品high-involvementpurchase高参与购买hightmarketshare高市场份额战略homogeneousmarket同质市场household/familylifecycle家庭生命周期hybridtechnology混合技术ideageneration创意的产生/生成ideas

30、fornewproducts新产品创意/构想idea-screeningprocess创意筛选过程identificationofsegments识另1J细分市场imagepricing形象定价imitativepositioning模仿定位imitativestrategy模仿战略impactevaluation影响评估impersonalsources非个人的信息来源implementationandcontrolofmarketingprograms营销计划的执行和控制improvementsinorrevisionsofexistingproducts现有产品的改良或修正impulse

31、buying冲动购买impulsegoods冲动购买品increasedpenetrationstrategy增力渗透战略indirectcostingprofitabilityanalysis间接成本盈利性分析individualbrand个别品牌industrialgoods&services工业产品和服务industrialgoodschannels工业品分销渠道industryattractiveness行业吸弓I力industryattractiveness-businesspositionmatrix行业吸引力-业务地位矩阵industrydynamics产业动态indus

32、tryevaluation产业评估industryevolution产业演变inelastic缺乏价格弹性influencers影响者infocommunicationsindustry信息通信行业infomercials商业信息广告informationsearch信息搜集informative告知性的in-homepersonalinterview个人家庭访谈in-houseusetests内部使用测试innovativeness创新性installation设施in-storedisplay店内展示in-storepositioning店内布局in-storepromotion店内促销i

33、ntangibles无形integratedmarketingcommunicationplan(IMC)整合营销传播计划integrationofperception感知整合intensityofmarketposition市场地位的集中程度intensity集中程度intensivedistribution密集型分销interactionsacrossmultipletargetmarkets多目标市场间的相互作用interactivemedia交互式媒体internalorganizationalstructure内部组织结构internationaladvertising国际广告internationalchannels国际分销渠道internationaldiv