推广商品 英文

本文格式为Word版，下载可任意编辑——推广商品英文,卓越;

C2C:CustomtoCustom/Consumer(消费者对消费者),譬如eBay,淘宝,拍拍.

E-Coupons(电子优待券,包含手机等其他数字平台)

可供打印优待券的一个页面或电子档.甚至是QRCode.

FYI/FYR(供参考)

即ForYourInformation/ForYourReference的缩写.供您参考的意思.在工作邮件中这是常见的!在上级对下级的信中多见.

eDM(线上直邮/电子邮件广告)

OnlineDirectMailAdvertising/ElectronicDirectMailAdvertising

HouseAds(自我形象广告/自家广告)

in-HouseAds!从字面上就不难理解!譬如,Google很少做广告,但Google从今年一月起在推Chrome时开头在YouTube替Chrome做广告,这就是一种HouseAd!

IA(信息架构)

InformationArchitecture的缩写。

IGA(网游植入广告)

即In-GameAdvertising.是指在嬉戏中的嵌入式商业广告.通常分为内嵌式、外挂式和独立交互式三种.国内酷动、NGI、天街、IMG、SPT这几家都是对比知名的Agency.

IM(即时通讯)

InstantMessenger.就是即时通讯软件,常用的IM有Gtalk,,MSN,Skype,ICQ,AIM,淘宝旺旺,雅虎通,网易泡泡等等…

Insights(洞察)

多见的词条如‖ConsumerInsight‖前面有解释过.

IntegratedMarketing(整合行销/整合营销)运用多样媒体组合(我们多指传统结合数字媒体),偏重多点广报告求、提防不同类型消费者需求,全方位、立体化的营销方式.

InteractiveDesign/InteractionDesign(交互设计/互动设计)

这个名词真的要好好说一下,我碰见有好多互动行业内的同学直接把这个名词简朴理解成网页界面设计,甚至个别已经理解成单纯的Flash设计.这是不对的!

交互设计的概念早在80年头就提出来了.在我的理解里,―交互‖这个概念已经完全替代了―使用‖,使用是主观的不成逆转的行为方式,而交互是互动式的.交互设计的目的便是了解目标用户和他们的期望;了解―人‖本身的心理和行为特点;了解用户在同产品交互时彼此的行为.所以交互设计涉及到大量学科(心里学,人机工程学等首当其冲)!扯的有点多了,

这里所说的当然多指举行WebDesign时的交互设计,但这并不仅仅是界面视觉上的设计,在界面上可以更美,更艺术化但交互设计更加提防网站和用户之间交互的过程。Flash设计之所以较轻易被同学们直接和交互设上等号是由于Flash这个载体的互动性较之以往的图片文字等更强!

InteractiveMarketing/Advertising(互动营销/广告)

交互式广告,一种利用交互式媒体(如Internet、IPTV、WAP、SMS以及亭式终端等媒体)在线上或线下来推广或影响用户添置、达成用户与品牌广告主双向传播目的的广告形式.

InternetMarketing(网络营销/互联网营销)

网络营销,通常被我们直接叫成’互动营销’或’在线营销’甚至’数字营销’(主要是由于目前在数字营销领域Internet还是占有主导地位),把互联网的创意和技术方面联系在一起,包括设计,开发,广告和销售等.而且网络营销的方法依靠目前技术的飞速更新也始终在推陈出新.

网络营销是使用―网络‖这个媒介来培养和推广的过程,不是简朴地表示―建一个网站‖或者―推广一个网站‖,在网站背后,是一个带有明确目标的组织.

KPI(关键绩效指标)

即:KeyPerformanceIndicator/KeyPerformanceIndex.网络营销领域可简朴理解为―工作成果的评估‖。

KV(主视觉,主画面)

KeyVisual的缩写.它可能不是一张平面广告或者海报,它可以没有Idea甚至可以没有Solgan。KeyVisual只是一个画面。一个可能被用到各种媒体的画面。那个KV可能就是一个明星手里拿着一瓶饮料对着镜头傻笑…

LocalAgency/Advertising(本地代理商/本地广告公司/地方广告公司)

一般相对国际广告公司(InternationalAgency,4AAgency…).

篇二：市场营销英文术语

市场营销英文术语

市场market市场营销marketing

需求demand商品goods

服务service顾客合意customersatisfaction顾客价值customervalue交易transaction营销者marketer生产观念productionconcept

产品观念productconcept推销观念sellingconcept市场营销观念marketingconcept

社会营销观念socialmarketingconcept

顾客customer顾客让渡价值customerdeliveredvalue顾客总价值totalcustomervalue

顾客总本金totalcustomercost

顾客合意customersatisfaction

维系顾客keepcustomer

关系营销relationshipmarketing

全面质量管理totalqualitymarketing

市场营销环境marketingenvironment

微观环境microenvironment

宏观环境macroenvironment

市场机遇marketopportunity

愿望竞争者desiredcompetitors

属类竞争者genericcompetitor

产品形式竞争者productcompetitor

目标市场targetmarket

市场营销组合marketingmix

心绪moods心绪emotion

消费者行为customerbehavior

文化culture人口统计因素demographies

参照群体referencegroup角色模型rolestereotype知觉perception认知学习cognitivelearning动机motive天性personality

态度attitude自我概念self-concept

生活方式lifestyle

组织市场organizationalmarket

企业市场businessmarket

非营利组织市场non-profitorganizationalmarket政府市场governmentmarket

直接再购straightrebuy修正再购modifiedrebuy新任务购买newtask添置中心buyingcenter

提议者initiators使用者users影响者influencers抉择者deciders添置者buyers操纵者gatekeepers营销信息marketinginformation

营销信息系统marketinginformationsystemMIS市场调研marketresearch

描述性调研predictiveresearch

解释性调研interpretiveresearch

市场需求marketdemand

市场需求潜量marketdemandpotential

企业需求量enterprisedemand

企业需求潜量enterprisedemandpotential

定性预料qualitativeforecasting

定量预料quantitativeforecasting

企业战略enterprisestrategy

企业使命说明书enterprisestatement

战略经营单位strategybusinessunits,SBU

波士顿矩阵Bostonmatrix

通用电器公司方法theGeneralElectricModel,GE市场吸引力marketattractiveness

业务实力businessattractiveness

密集型增长战略intensivegrowthstrategies

市场渗透marketpenetrationstrategy

市场开发marketdevelopmentstrategy

产品开发productdevelopmentstrategy

一体化增长战略integrativegrowthstrategies前向一体化forwardintegration

后向一体化backwardsintegration

水平一体化horizontalintegration

多角化增长战略diversificationgrowthstrategies同心多角化concentricdiversification

水平多角化horizontaldiversification

复合多角化conglomerationdiversification

市场营销战略marketingstrategy

市场营销组合marketingmix

市场营销组织marketingorganization

职能型组织functionalorganization

地区型组织regionalorganization

产品管理型组织managerialorganizationofproduct市场管理型组织managerialorganizationofmarket公司与事业部型组织organizationofcorporationandbusinessunit

市场营销管理marketingmanagement

市场营销筹划marketingplanning

市场营销marketingprogram

市场营销操纵marketingcontrolling

市场竞争marketcompetition

完全竞争purecompetition

非完全竞争imprecatecompetition

垄断竞争monopolisticcompetition

市场领导者marketleader市场挑战者marketchallenger市场追随者marketfollower市场补缺者marketingniche市场细分marketsegmentation

目标市场targetmarket

市场定位marketpositioning

无差异性市场策略undifferentiatedmarketingtactics差异性市场策略differentiatedmarketingtactics集中性市场策略concentratedmarketingtactics产品product服务service

核心产品coreproduct形式产品actualproduct

期望产品expectedproduct延迟产品augmentedproduct潜在产品potentialproduct耐用品durablegoods

非耐用品nondurablegoods产品线productline产品工程productitem产品组合productmix产品组合长度productmixlength

产品组合宽度productmixwidth

产品组合深度productmixdepth

产品组合关联度productmixconsistency

产品生命周期productlifecycle

开发期developmentstage引进期introductionstage成熟期maturitystage衰退期declinestage新产品开发newproductdevelopment

产品概念productconcept

商业化commercialization包装package

包装策略packagestrategy

品牌brand品牌命名brandnaming

品牌决策brandingdecision

统一品牌blanketfamilybrand

品牌使用者决策brand-sponsordecision

个别品牌individualbrand

分类品牌separatefamilybrand

多品牌multi-brand

统一的个别品牌company/individualbrand

合作品牌co-branding品牌设计branddesigning品牌资产brandequity品牌延迟brandextension内涵不变式延迟invariablemeaningextension

内涵渐变式延迟gradualchangingmeaningextension

篇三：品牌营销(中英文)

品牌营销（中英）-译国译民翻译公司

BrandStrategyResearch

Kapferer,J.H

Availableonline11June2022

Economicglobalization,howtoadapttointernationaltrends,establish,astrongbrandandenhanceourcompetitiveness,havebecomepressingissuesfacingenterprises.Basedontheanalysisofthedevelopmentofcorporatemarketingbrandstrategyinenterprisemarketingrole.Enteriseneedstosueavarietyofmeansofcompetitiontoincreasebrandawareness,improvebrandpositioning,ancreateagoodbrandimage.

First,Japanesebrandsacrosstheboarddefeat.

November22,2022morning,NECannouncedthatitwouldwithdrawfrom2Gand2.5mobilephonemarket,whichmeansthat,followingSharp,Panasonic,Toshiba,Mitsubishi,Sanyo,aJapanesemobilephonemanufacturerslaterwithdrawfromtheChinesemarket,JapanesemobilephonehasalmostallexceptKyocera2GmobilephonemarketinChinaoutofcontention.

IfwesumuptheChinesehouseholdappliancemarket,todayanydifferentfromtenyearsago,IthinkthebiggestdifferenceisthatJapanesecompaniesinChina,Japanesehomeappliancemarketdownturn,thefollowingmainreasons:First,rigidenterprisesystem,decision-makingdifficult,thereactionwasslow,incompatiblewiththerealityoftheChinesemarket,itisdifficulttoadapttotherapidlychangingChinesemarket;2isweakinmarketing,productplanningcapacityisnotstrong,itisdifficulttojudgeaccordingtotheirmarkerlaunchtomeetconsumerdemandandforecastproducts,followthetrendhasbeeninapassivesituation,cannotsatisfymarketdemand;Third,failuretograsptheindustrybesttimetotransitionistheJapanesehomeappliancecompaniesloseanimportantreasonformarketdominance.JapanesecompaniescometotheedgeintheChinesemarketiscausingcompaniestothinkdeeplyaboutournation?Tomaketheinternanationalrouteand

whethertheenterpriseof“JapaneseCompany”tothelessonslearnedbehind?Second,thebrandstrategyimplementationinChinatheCurrentSituationManyoldfamous“flashinthepen”

ChineseandforeignenterprisesintheChinesemarketthebrandwar;justgrowuptobeagreatimpactonnationalbrands.Thelastcentury,alittle-know80’sbrand,notbeingregisteredbytrademark,istobeacquired,squeeze,eveniftheresidueishardgoingdownreallydevelopedverylimited.Hereatypicalcase,thelastcentury80stoearly90s,heworkedinairconditioningsectorhitwondersoftheWarburgin1998,wasacquiredKelon,thesubsequentdeclineinbrandimageisrepeated.

Brandstrategyhasbeenanincreasingemphasisondomesticenterprisescausedthegovernmenttosupport.

Sincethe80soflastcenturyreformandopeningup,China’ssocialistecononomicconstructionhasmaderemarkableachievements.FromaplannedeconomytomarketeconomyeraChinesecompanies,brandmanagementhasgrownoutofnothing.

Information,localgovernmentsatalllevelsofemphasisonbrand-name,organizationpromotingtheefforts,policiesmeasureshavegreatlyenhancedQinghai,Shenzhen,Wuhan,Ningbo,ShenyangandothercitiesontheChinesefamousenterprisesincentivesto100million,onDalian3millionYuan,onbrand-namecompanieshavebeencitiesforthe100000yuanreward-200000yuan.

Japanese8th2022yeartoJapanese11th,the40thInternationalConsumerElectronicsShow(CES)inLasVegasVentianhotelopening.NationalenterprisesintheCES,weachievesuperiorresults.

Itisunderstoodthatthisyearthereare4000peopleregisteredtoparticipateinChinaCES,includingmanufacturers,mediaandspectators,intheexhibitionhall,thereare327exhibitors.Haieristheworld’smostauthoritativeconsumerelectronicsindustrymedia“TWICE”namedfortheChineseconsumerelectronicsbrand.

3.Thestatusofforeignbrandsinmostsectorsisstilldifficulttoshake

However,weshouldalsoseethefaceofnumerousproductsonthemarket,allowsconsumersblurtedoutgenuinelyfewdomesticbrands.Withtheopeningupfurther,toanumberofbigcompanieshavetosqueezeintotheChinesemarket,Chinesemarket,atimefilledwith“sony”,“Coca-Cola”，“rejoice”，“Benz”andvariousotherinternationalbrands,manyofthesenamesforeignbrandsviolentlyhittingthenational

brandinChina.Althoughtheapplianceindustry,ledbyhaierbrand,“Konka”，“Changhong”，“TCL”andotherdomesticbrandshavedevelopedwell,butwiththe“Sony”,“Panasonic”“Samsung”andotherbrands,theyarestilltherecompetitivedisadvangtage;intheITindustry,“Lenovo”，“Founder”，“GreatWall”andothercountriescomparedto,brandawarenessisstillinsufficient;inConsumerGoodsmarket,“P＆G”，“Oliver”，“Henkel”，andotherinternationalcompanieshaveformedthethreepillars.

Third,thebrandstrategyimplementationinChinaProblemsandErrors.

Currently,Chinesebrandshaveahugeinternationalmarkeropportunityandspaceforinternationalbrandshasbeeninevitable,buttherearealsobrandbuildingisnotunsatisfactory.

OurEnterpriseBrandBuildingProblems：

Factorsfromthepointofmicro-enterprisesthemselves:thereisalaceoftechnologydevelopment,brandcompetitivenessisnotstrong;brandpersonality,lackofinnovationanddevelopmentcapacity;small-scaleproductionandmanagement,branddevelopmentlackofoverallplanning;abilityofweakexportsandinternationaloperations,Brandawarenessisnotstrong;brandpositioningisnotclear,thereisalargerangeoffactorssuchasblindness.Speakingfromthemacrosocialfactors:socialmechanismsneedtobeimproved,policiesandregulationssupporttheneedtofurtherstrengthenthecountry’sindustrialpolicy,export-orientedpoliciesfordifferentsectorsplaydifferentroleinthecountry’sindustrialpolicy,export-orientedpoliciesfordifferentsectorsplaydifferentroleinthepromotionandlimitation,thefinancialenvironmentforbusinessinvestmentcapacityandmarketexpansionabilityandtheimportantinfluence.TheestablishmentofmarketsysteminChinahasformanyyears,despiteasignificantimprovementbutstillnotperfect,herstillhasnotreallyadapttothemarketeconomy,consumerpsychologyhasnotyetfullymature.

2.Thecurrentsituationofglobaleconomicintegration,theerrorofthebrandstrategyimplementation

(1)Ignorethebrandinvestment,profit-oriented

Backgroundofeconomicglobalization,internationalcompetitionisincreasinglyreflectedinthebrand’scompetition,theoverwhelmingmajorityofthemodernworldfamousmultinationalcompanieswithparticularemphasisontheuseofbrandstrategy,brandsuchafullrangeofoutputthroughtheformofmultinationalcorporationsgraduallyoccupationoftheinternationalmarket.itisnoexaggerationtosaythatnow,thebrandhasachievedglobalstrategicobjectivesoftransnationalcorporationssharp

weapon,isanimportantmeanstoachievecapitalexpansion.

Romewasnotbuiltinadaycold.Brandneverbeintheshortterminventedtobealongprocessofaccumulation.Manyenterprisesdonotclearlyrecognizethispoint,attempttocreateabrandinashorttime,butignoredthelong-termplanningandstrategy.

(2)Brandstrategyisasystematic

Theimplementationofbrandstrategyisasystematic,enterprisestrategyandtheoveralldevelopmentofanimportantcomponentofcompetitivestrategy.Theimplementationofbrandstrategyistorelyontheiroverallqualityandoverallimageenhancement,theneedforscientificmanagementideaandsuperboperationalskills,butquitafewbrandplannerinthisregardwasparticularlypoorperformanceandimmediateimpactbranddevelopment,practicalworkintheemergenceofmanysucherrors:Ifthatjobistocreateabrandtotakeagoodbrandisdrawingasatisfactoryvisualsignsonly;Advertisingistheonlywaytocultivatewell-knownbrands,inadditiontoadvertisinginthemedia,big,theothernoattention;scaleenterpriseproductonceformed,well-knownbrandsonthenaturallyestablished;well-knownbrandisequivalenttohighprice,tobeuealisticallyimprovetheproductprice.SomecompanieseventofurtherinthebrandWrongOperationnothesitatetogiveuptheirownbrandbusiness,withforeigncompanies,brands,ortosellitsownbrandlow-costtransfer,suchasourpersentmorethan20million“threecapital”enterprises,there90%ofthejointventureusingtheforeignbrands;cleansilvertoothpastefactoryinGhuangzhouto2millionYuancheaptotransfertojointventuresandotherbrands,isonesuchoutstandingexampleoftheterribleconsequencesoftodayhasbecomeincreasinglyapparent-lostdomesticenterprisesownbrand,productandintellectualpropertyrights,nationalindustrialcompetitivenesslie!

(3)Productistheenterprisecompetitiveadvantageinthemarketcanbequicklyimitatedbycompetitors,beyond,thebrandisinsurmountable,realandlastingcompetitiveadvantagecomesfrominnovation,inorderto“change”shouldbe“statusquo”

Brandistheconcentratedexpressionofthecorecompetitiveness.Themarketisconstantlychangingfaceofanybrandatanytimetobeoutofdanger.Toomuchemphasisontheexistingachievements,donotattachimportancetoinnovation,leadingtoalotofbrand-name“dismount”themajorreason.Coca-Cola’sformerchiefmarketingofficerSergioZyman,“thebrandisonlythecompanylogoproductsand

servicesaredifferentfromcompetitors,isthemosteffectiveweapontoopenupthemarket,excellentbrandcanmakeyourproductstandout.”Productsphysicalproperties,quantity,price,quality,serviceisveryeasytomakeyourproductstandout.”Productsphysicalproperties,quantity,price,quality,serviceisveryeasytoi