营销学管理常用词汇

140/140第1章第2章AAA.C.Nielson尼尔森市场研究公司absorptionofcosts成本分配accesibility可进入性accessoryequipmentmarkets附属设备市场accountmanagementpolicies客户治理策略Acer宏基acquisitionnew-productdevelopmentstrategy新产品开发收购战略activity-basedcosting以活动为基础的成本系统adaptability适应性adaptationtomarketvariations适应市场变化adaptivepositioning适应性定位additionstoexistingproductlines现有产品线的增加adequatesize准确的大小/足够的规模administeredverticalmarketingsystems治理式垂直营销系统administrativerelationships治理关系adoptercategories采购者的类型adoptionprocess采购过程advertisingandmarketsegmentation广告与市场细分advertisingandsalespromotion广告和销售促进advertisingeffects广告效果advertisingethics广告伦理道德advertisingfeedback广告反馈advertisingfrequency广告频率advertisingmedia广告媒体advertisingmessage广告信息advertisingreach广告同意人数advertisingsource广告信息来源advertising广告aerobicenthusiasts增氧健身运动爱好者aesthetics美感affinityclub同族俱乐部aftertests事后测试agentmiddleman代理商agent/merchantmiddleman代理中间商allowance折让alteration退换AMACodeofEthics美国营销协会职业道德标准A亚马逊公司AmericanAirlines美国航空公司AmericanExpress美国运通AmericanMarketingAssociation美国营销协会Amoco阿莫科（英国石油公司）analysisofdata数据分析analyzerstrategy分析者战略Anderson安达信annualmarketingplan年度营销打算annualrequirementpurchasingarrangement年度采购需求打算anticipatorypositioning预见性定位anti-pollutionlegislation反污染立法anti-trustlegislation反托拉斯立法AppleComputers苹果电脑areastructure地区结构aspiration/expectationlevel渴望/期望水平aspirationsofconsumers消费者渴望assurance保证AT&T美国电话电报公司ATM(automatictellermachine)银行自动柜员机attitudesofconsumers消费者态度attributes属性audiences受众autorepair汽车维修automationservices自动服务automobileindustry汽车产业autonomy自主权availability可获得性/供货能力avanteguardian前卫派Avon雅芳awareness（产品）知晓度/知名度第3章BBbabyboomers婴儿潮出生的一代人backwardchannelsforrecycling回收的后向渠道backwardintegration后向垂直一体化banneradvertisements横幅标语广告barcodes条形码barter实物交易basicphysicalneeds差不多生理需要Bausch&Lomb博士伦BCGGrow-ShareMatrix波士顿增长-份额矩阵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benchmarking基准benefitclusters利益群体benefits利益Benz奔驰billing帐单biologicalrevolution生物革命birthrate出生率blanketpurchaseorder一揽子采购合同blind-pairedcomparisontesting双盲比较测试Blockbusterbluecollars蓝领BMW宝马Boeing波音bottomline底线/盈亏一览结算线brandawareness品牌意识/认知brandextensions品牌扩展brandloyalty品牌忠诚度brandmark品牌标志brandname品牌名称brandpositioning品牌定位brandrecognition品牌识不brandstrategies品牌战略brand品牌brandingstrategy品牌化战略branding品牌化brand'sequity品牌的价值break-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bribery贿赂BritishAirways英国航空公司brokers经纪人budgeting预算bundle捆绑BureauofCensus人口统计局BurgerKing汉堡王businesstrengthrating商业能力评分businessplan商业打算businessposition经营地位businesssector商业部门businessservicesmarkets商业服务市场businessstrategies经营战略businessunitstrategy经营单位战略BusinessWeek《商业周刊》buybackallowances回购折让buybackarrangements产品返销buyers'bargainingpower买方的讨价还价能力buyers采购者buyingbehavior购买行为buyingcenter采购中心buyinginertia购买惯性buyingintention购买意图buyingoffices连锁商店的进货中心buyingpowerindes(BPI)购买力指数buyingsituation采购情况/类型buyingtask采购任务第4章CCcableTV有线电视Cadillac凯迪拉克Campbell'sSoup金宝汤业公司capitalgains资本收益capitalinvestedinproduct产品投入资本Carnival嘉年华cashcows现金牛类cashdiscounts现金折扣cataloguesales目录销售categorizationofperception感知分类categorization分门不类CaterpillarTractor卡特皮勒公司CathayAirlines国泰航空公司CBSRecords唱片公司CBS哥伦比亚广播公司centralization集中化chameleons/followers变色龙/跟随者channelalternatives可选择的营销渠道channelconflicts渠道冲突channeldecisions渠道决策channelfunctions渠道功能channelinstitutions渠道组织结构channelmanagement渠道治理channelobjectives渠道目标channelofdistribution分销渠道channelpower渠道权力channel-controlstrategies渠道操纵战略channel-designdecisions渠道设计决策channel-managementdecisions渠道治理决策channelsofcommunication传播渠道CharlesSnow查尔斯·斯诺Cherokee切诺基chevrolet雪佛莱choicecriteria选择标准ChristianDior克里斯汀·迪奥（世界着名时装品牌）Chrysler克莱斯勒CitiCorp花旗银行closingasale结束销售clothingretailers服装零售商CNN美国有线新闻网co-branding联合品牌codeofethics（职业）道德标准coercivepower强制权cognitivedissonance认识的不协调Colgate-Palmolive高露洁collectionofdata数据收集collection收款co-marketingalliances联合营销联盟combinationcompensationplan结合式薪酬方案Comdex计算机展销会commercialization商业化commitment承诺communicationchannels传播渠道communicationprocess传播过程communication信息交流/沟通communicationsmedia传播媒体companypersonnel公司职员Compaq康柏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competitionandindustryevolution竞争和行业演变competition-orientatedpricing竞争导向定价法competitiveadvantage竞争优势competitive(supply-side)evolution竞争（供方）演变competitivefactors竞争因素competitiveintelligence竞争情报/信息competitiveparitypromotionbudgeting竞争均势促销预算法competitivestrategy竞争战略competitivestrength竞争优势/能力competitoranalysis竞争者分析complainthandling投诉处理componentmaterialsandpartsmarkets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消费品分销渠道ConsumerGoodsPricingAct,USA美国消费品定价法案consumergoods消费品consumermarkets消费品市场consumerneeds消费者需求consumerpackaged-goodsfirms消费者包装食品公司consumerpromotion消费者促销consumertests消费者测试consumer/householdmarket消费者/家庭市场consumers'perceptions消费者感知consumption消费contests竞赛contingencyplanning权变打算contractconstruction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（贡献毛利）分析contributrionmargin边际贡献controlstrategies操纵战略conveniencefoodstores便利食品商店conveniencegoods便利品convenience服务的便利性CoolWhip清凉维普co-operativeadvertising合作性广告co-ordinationandconflictresolution协调与冲突解决co-production合作生产corebenefitproposition(CBP)核心利益方案/提议corollary-datamethod推定数据法corporateHQ公司总部corporatescope公司（经营）范围corporatestrategy公司战略corporateverticalmarketingsystems公司式垂直营销系统corporate/institutionaladvertising团体/社会公共机构广告correctiveaction矫正行动costanalysis成本分析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成本加成/溢价定价法costsandbenefitsofmarketingfunctions营销职能的成本和效益costsofcompetitors竞争者成本costsofdistribution分销成本countertrade对等贸易coupons优惠券courtesy礼貌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适应性定价法customeranalysis顾客分析customercontact顾客接触customerdemand顾客需求customerintimacy顾客亲热度customerloyalty顾客忠诚度customerneed顾客需要customerorganizationofsalesforce按客户组织销售队伍customerretention顾客维系/保留customersatisfaction顾客中意度customersegmentpricing顾客细分市场定价customerservice顾客服务customer-orientedpricing顾客导向定价法customers'perception顾客感知customers'preferences顾客偏好customers'pricesensitivity顾客的价格敏感度customizing定制第5章DDdatacollection数据收集dataconfidentiality数据保密dataresearch数据研究datasources数据来源dealers经销商deceptiveadvertisements欺骗性广告deciders决策者decliningmarkets衰退市场decoding解码defectrate缺陷率defenderstrategy防备型战略defensivenew-productdevelopmentstrategy防备性新产品开发战略defensivepositioning防备性定位deliverytime交付时刻delivery配送DellComputers戴尔计算机公司DeltaAirlines三角洲航空公司demandcharacteristics需求特征demandcurve需求曲线demand-orientedpricing需求导向定价法demographicenvironment人口统计环境departmentstores百货商店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差不反应differentiateddefenderstrategy差异化防备战略differentiatedmarketing差异化营销differentiationovertime不同时刻的差异differentiationstrategy差异化战略differentiation差异化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directmail直接邮寄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directselling直销discountrate贴现率discountstores折扣商店discount折扣discount/premiumpricepolicies折扣/溢价策略discriminantanalysis差异分析法discriminatoryadjustments卑视价格调整discriminatorypricingadjustments卑视定价调整disjunctivemodel分离模型displayspace陈列空间disposableincome可支配收入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distributionchannel分销渠道distributiondecisions分销决策distributionpolicies分销策略distribution分销distributor/store(privatelables)brands分销商/私有品牌distributors分销商diversification多元化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drycleaning干洗dual/twochanneldistributionsystems双重分销系统duplication（媒体）重复DuPont杜邦公司durability耐用性第6章EEearlyvslateadoption早期采购与后期采购earningspershare每股收益economicandtechnologicalfactors经济技术因素economicpower经济权economiesofscale规模经济educationservices教育服务effectiveness有效性efficiency效率Electrolux伊莱克斯emergencygoods急需品EmersonElectric爱默生电气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environmentalscanning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EuropeanCommunity欧共体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eventsponsorship事件赞助event活动everydaylow-price(EDLP)天天低价evokedset引发的组合evolutionofmarket市场演变exchange交换exclusivedealing独家销售exclusivedistribution独家分销executivesummary执行摘要exhibitionmedia展示广告媒体existingmarket现有市场exitbarriers退出壁垒expansionpath扩张途径expectationmeasures（顾客）预期测度expectationsofcustomers顾客期望expectedunitsales可能产量expectedvalue期望价值experiencecurve经验曲线experimentalresearch实验性研究expertpower专长权exploratoryresearch探究性研究exportagents出口代理（商）exportjobbers出口批发商exportmanagementcompany出口治理公司exportmerchants出口贸易商export出口exporting出口商品extendedusestrategy扩大使用战略extendingvolumegrowth扩大市场份额externaldatasources外部数据来源externalenvironment外部环境extrapolationofpastsalestrends过去销售趋势推测法第7章FFfacilitatingagencies辅助/中介机构factoranalysis因素分析法fads时尚familybranding家族品牌familylifecycle家庭生命周期familystructure家庭结构farmproducts农产品fast-movingconsumergoods(FMCG)快速变动的消费品fearappeals恐惧/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fixedcosts固定成本fixedsalary固定工资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FOBoriginpricingFOB产地定价法focusstrategy集中战略followers追随者Ford福特公司foreignmiddlemen国外中间商forestry林业formalization形式/规范化formulate制定fortress/position-defencestrategy防备堡垒战略Fortune《财宝》杂志forwardintegration向前一体化franchisesystems特许系统franchising特许经营freecallnumbers免费电话号码freegoods免费商品freight-absorptionpricing免收运费定价法fringebenefits小额津贴frontalattackstrategy正面进攻战略fullcostingprofitabilityanalysis全成本盈利性分析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职能战略第8章GGgames竞赛gap差距gatekeepers信息传递者generalbehavioraldescriptors一般行为变量GeneralElectric(GE)通用电气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globalexpansion全球扩张globalmarketingcontrol全球营销操纵globalmarkets全球市场globalnichestrategy全球机会战略globalstandardizationstrategy全球标准化战略globalteenagesegment全球青青年市场globalization全球化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governmentmarket政府市场governmentregulation政府管制greenhouseeffect温室效应greymarket灰色市场grossdomesticproduct(GDP)国内生产总值grossmargin毛利grossnationalproduct(GNP)国民生产总值grossprofit毛利grossratingpoints(GRPs)总级不指数group/categoryproductmanager类不产品经理growingmarkets成长市场growthrateofmarket市场增长率growthstageofproductlifecycle产品生命周期的成长时期growth-extensionstrategies增长扩张战略growth-marketstrategiesformarketleaders市场领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guarantees保证Gucci古琦（世界着名时装品牌）第9章HHHaagen-Dazs哈根达斯hardtechnology硬技术HarvardBusinessReview《哈佛商业评论》harvest收获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HeilemanBrewingCompanyHeinz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hierarchyofstrategy战略的层次highmargin/low-turnoverretailers高利润/低周转率的零售商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Hilton希尔顿HolidayInns假日旅馆homogeneousmarket同质市场Honda本田household/familylifecycle家庭生命周期household家庭hybridtechnology混合技术第10章IIIBM国际商用机器ideageneration创意的产生/生成ideasfornewproducts新产品创意/构想idea-screeningprocess创意筛选过程identificationofsegments识不细分市场IllinoisToolWorks伊利诺斯工具厂imagepricing形象定价imitativepositioning模仿定位imitativestrategy模仿战略impactevaluation阻碍评估impersonalsources非个人的信息来源implementationandcontrolofmarketingprograms营销打算的执行和操纵implementation实施improvementsinorrevisionsofexistingproducts现有产品的改良或修正impulsebuying冲动购买impulsegoods冲动购买品incentives激励income收入increasedpenetrationstrategy增加渗透战略indirectcostingprofitabilityanalysis间接成本盈利性分析individualbrand个不品牌individualvalue个人价值industrialgoods&services工业产品和服务industrialgoodschannels工业品分销渠道industryattractiveness行业吸引力industryattractiveness-businesspositionmatrix行业吸引力-业务地位矩阵industrydynamics产业动态industryevaluation产业评估industryevolution产业演变inelastic缺乏价格弹性influencers阻碍者infocommunicationsindustry信息通信行业infomercials商业信息广告informationage信息时代informationsearch信息搜集informationtechnology信息技术information信息informative告知性的ingredient成份in-homepersonalinterview个人家庭访谈in-houseusetests内部使用测试innovation创新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intangibles无形integratedmarketingcommunicationplan(IMC)整合营销传播打算integrationofperception感知整合integration整合Intel因特尔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interestrates利率internaldatasources内部数据来源internalmarketing内部营销internalorganizationalstructure内部组织结构internationaladvertising国际广告internationalchannels国际分销渠道internationaldivision国际分部internationalmarketing国际营销internationalorganizationaldesign国际组织设计internationalizationofservices服务的国际化introductorystageofproductlifecycle产品生命周期的推出时期inventorylevel库存水平investorrelationsadvertising投资关系广告issueadvertising观点广告第11章JJJaquar美洲豹Jell-O吉露jobbers批发商Johnson&Johnson强生jointventures合资juryofexecutiveopinion行政治理人员群体意见法justnoticeabledifference(JND)恰巧注意到的差异just-in-time(JIT)managementsystem准时制治理体系just-in-timepurchasingarrangements及时采购安排第12章KKKao花王Keiritsu凯莱通Kellogg凯洛格公司KentuckyFriedChicken(KFC)肯德基keyaccountmanagement要紧客户治理keyaccounts关键客户keybenefits核心利益keyenvironmentalissueidentification确定要紧的环境问题keyvariables关键变量key/houseaccounts关键/机构客户Kmart凯玛特Kodak柯达Komatsu小松公司Kraft卡芙第13章LLlaboratorytests实验室测试leapfrogstrategy蛙跳战略learninghierarchy学习层级结构legalservices法律服务legislation立法legitimatepower法定权levelofcompensation酬金水平leveloftechnicalsophistication技术的复杂程度LeviStrauss李维·史特劳斯Levi's列维斯（全球最大的牛仔服制造商）lexicographicmodel词典编纂模型lifestyle生活方式limited-servicewholesalers有限服务的批发商lineextension产品线扩展linefilling产品线填充linestretching产品线延伸listprice订价Lloyd'sofLondon伦敦劳埃德保险公司localizaitonstrategy本地化战略locationpricing场所定价location位置lodging房屋出租logisticalalliances后勤联盟long-termmemory长期经历lostcustomer失去的顾客LouisVuitton路易·威登（法国着名时尚品牌）low-contactservicesystem低接触服务系统low-costdefender低成本防备型low-costposition低成本地位low-involvementhierarchy低参与程度层级结构LucentTechnologies朗讯科技第14章MMmacrorisks宏观风险macroenvironment宏观环境macrosegmentation宏观细分mail-orderretailers邮购零售商maintainingmarketshare保持市场份额maintenancestrategy保持战略managementoverhead治理费mandatoryadaptation强制性适应manufacturerbrand制造商/全国性品牌manufacturers'agents/representatives生产商的代理商/销售代表manufacturers'exportagents(MEA)制造商出口代理manufacturers'salesoffices/branches生产商的销售办事处/分支机构manufacturingprocess制造过程manufacturing制造业marketaggregationstrategy整体市场战略marketattractivenessfactors市场吸引力因素marketattractiveness市场吸引力marketattractiveness/businesspositionmatrix市场吸引力/业务地位矩阵marketcircumstances市场环境marketdemorgraphics市场人口分布/统计特征marketdimension市场量度marketentrystrategies市场进入战略marketexclusion市场排斥marketexpansionstrategy市场扩张战略marketfactors市场因素marketfollowers市场跟随者marketgrowthrate市场增长率markethirarchy市场等级marketinclusion市场纳入marketleaders市场领导者marketmeasurement市场测量marketopportunityanalysis市场机会分析marketoriented以市场为导向的marketpositionfactors市场地位因素marketpositioninganalysis市场定位分析marketpotentialmeasurements市场潜力测度marketresearch市场研究marketsegment细分市场marketsegmentation市场细分marketshare市场份额markettargeting目标市场选择market市场marketability市场开拓能力mark