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1、marketing专业词汇中英文对照市场营销专业词汇中英文对照表MarketingManagement营销管理NewProductsDevelopment新产品开发ServiceIndustryMarketing服务业营销Advertising广告BusinessNegotiation商业会谈InternationalMarketing国际市场营销SalesChannels销售渠道PublicRelationship公共关系ConsumerBehavior消费者行为SystemsofManagementInformation管理信息系统MarketingResearch营销调研accesibi
2、lity可进入性accessoryequipmentmarkets附属设备市场accountmanagementpolicies客户管理策略positioning定位additionstoexistingproductlines现有产品线的增加administeredverticalmarketingsystems管理式垂直营销系统marketsegmentation市场细分salespromotion销售促进advertisingfeedback广告反应advertisingfrequency广告频率advertisingmedia广告媒体advertisingreach广告接受人数adve
3、rtisingmessage广告信息advertisingsource广告信息来源agentmiddleman代理商allowance折让alteration退换AmericanMarketingAssociation美国营销协会annualmarketingplan年度营销计划assurance保证attitudesofconsumers消费者态度availability可获得性/供货能力awareness产品知晓度/知名度babyboomers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bann
4、eradvertisements横幅标语广告barcodes条形码barter实物交易basicphysicalneeds基本生理需要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birthrate出生率blanketpurchaseorder一揽子采购
5、合同blind-pairedcomparisontesting双盲比拟测试bluecollars蓝领bottomline底线/盈亏一览结算线brandawareness品牌意识/认知brandextensions品牌扩展brandloyalty品牌忠实度brandmark品牌标志brandname品牌名称brandpositioning品牌定位brandrecognition品牌识别brandstrategies品牌战略brand品牌brandingstrategy品牌化战略branding品牌化brandsequity品牌的价值break-evenanalysis盈亏平衡分析break-ev
6、envolume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businesstrengthrating商业能力评分businessplan商业计划businessposition经营地位businesssector商业部门businessservicesmarkets商业服务市场businessstrategies经营战略busin
7、essunitstrategy经营单位战略buybackallowances回购折让buybackarrangements产品返销buyersbargainingpower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capitalgains资本收益capitalinvestedinproduct产品
8、投入资本Carnival嘉年华cashcows现金牛类cashdiscounts现金折扣cataloguesales目录销售categorizationofperception感悟分类categorization分门别类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渠道组织构造channelmanagement渠道管理channelobject
9、ives渠道目的channelofdistribution分销渠道channelpower渠道权利channel-controlstrategies渠道控制战略channel-designdecisions渠道设计决策channel-managementdecisions渠道管理决策channelsofcommunication传播渠道choicecriteria选择标准closingasale结束销售clothingretailers服装零售商co-branding联合品牌codeofethics职业道德标准coercivepower强迫权cognitivedissonance认识的不协调c
10、ollectionofdata数据采集collection收款co-marketingalliances联合营销联盟combinationcompensationplan结合式薪酬方案commitment承诺communicationchannels传播渠道communicationprocess传播经过communication信息沟通/沟通communicationsmedia传播媒体companypersonnel公司员工comparativeadvertisements比拟广告comparisonofbrands品牌比拟compensationdeals补偿处理compensation
11、plan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competitivestrateg
12、y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c
13、onjointmeasurement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c
14、onsumersperceptions消费者感悟consumption消费contests竞赛contingencyplanning权变计划contractconstruction契约建筑业contractmanufacturing契约制造业contraction/strategicwithdrawalstrategy收缩/战略性撤离战略contractualentrymodes契约式进入形式contractualverticalmarketingsystems合约式垂直营销系统contributionmarginanalysis边际奉献奉献毛利分析contributrionmargin边际奉
15、献controlstrategies控制战略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
16、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co
17、st-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穿插
18、弹性customarypricing习惯性定价法customeranalysis顾客分析customercontact顾客接触customerdemand顾客需求customerintimacy顾客亲密度customerloyalty顾客忠实度customerneed顾客需要customerorganizationofsalesforce按客户组织销售队伍customerretention顾客维系/保留customersatisfaction顾客满意度customersegmentpricing顾客细分市场定价customerservice顾客服务customer-orientedpricin
19、g顾客导向定价法customersperception顾客感悟customerspreferences顾客偏好customerspricesensitivity顾客的价格敏感度customizing定制datacollection数据采集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防御型战略defensivenew-p
20、roductdevelopmentstrategy防御性新产品开发战略defensivepositioning防御性定位deliverytime交付时间delivery配送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描绘性研究designdecisions设计决策desir
21、edpercentagemark-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差异反响differentiateddefenderstrategy差异化防御战略differentiatedmarketing差异化营销differentiationovertime不同时间的差异differentiationstrategy差异化战略differentiation差异化diffusionofinnovationtheory创新扩散理论d
22、imension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discrimina
23、ntanalysis差异分析法discriminatoryadjustments歧视价格调整discriminatorypricingadjustments歧视定价调整disjunctivemodel分离模型displayspace陈列空间disposableincome可支配收入dissonance-attributionhierarchy不和谐-归属层次构造distributionchanneldesigns分销渠道设计distributionchannelobjectives分销渠道的目的distributionchannel分销渠道distributiondecisions分销决策di
24、stributionpolicies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撤离divest出让divestmentorliquidation收回投资或清算dividend红利dogs瘦狗类domestictargetmarketingstrategies国内目的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dup
25、lication媒体重复DuPont杜邦公司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economicpower经济权economiesofscale规模经济educationservices教育服务effectiveness有效性efficiency效率emergencygoods急需品emotionalappeals情感诉求empathy移情作用empiricalevidence经历性实例empowerment受权encoding编码en
26、duse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evalu
27、ationandrewardsystems评估与奖励体系evaluationandselectionofsupplier评估和选择供给商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exhibitionme
28、dia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估计产量expectedvalue期望价值experiencecurve经历曲线experimentalresearch实验性研究expertpower特长权exploratoryresearch探索性研究exportagents出口代理商exportjobbers出口批发商exportmanagementcompany出口管理公司expo
29、rtmerchants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过去销售趋势揣测法facilitatingagencies辅助/中介机构factoranalysis因素分析法fads时髦familybranding家族品牌familylifecycle家庭生命周期familystructure家庭构造farmproducts农产
30、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FederalTradeCodeFTC)联邦贸易法案FedEx(FederalExpress)联邦快递feedbackdata反应数据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
31、品牌flankingandencirclementstrategies侧翼进攻与围堵战略flatorganizationalstructure扁平的组织构造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防御堡垒战略Fortune（财富）杂志forwardintegration向前一体化franchisesystems特许系统franc
32、hising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functionalorganizationofsalesfo
33、rce按销售职能组织销售队伍functionalorganizationalstructure职能型组织构造functionalperformance功能性能functionalstrategy职能战略games比赛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群众商品折扣连锁店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