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1、第1部分:Accesibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略additions to existing product lines 现有产品线的增加vertical marketing systems 垂直营销系统advertising reach 广告接受人数advertising message 广告信息advertising source 广告信息来源allowance 折让alteration 退换awareness (产品)知晓度/知名度baby boomers 婴
2、儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化barter 实物交易before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benefit clusters 利益群体blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试botto
3、m line 底线/盈亏一览结算线brand extensions 品牌扩展brand recognition 品牌识别break-even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度breath or diversity of product lines 产品线的宽度或多样性brokers 经纪人bundle 捆绑busines strength rating 商业能力评分business position 经营地位business services markets 商业服务市场busi
4、ness unit strategy 经营单位战略buyback allowances 回购折让buyback arrangements 产品返销buyers bargaining power 买方的讨价还价能力buying behavior 购买行为buying center 采购中心buying inertia 购买惯性buying offices 连锁商店的进货中心buying situation 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Carnival 嘉年华cash cows
5、 现金牛类catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织结构channel objectives 渠道目标channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisi
6、ons 渠道设计决策channel-management decisions 渠道管理决策choice criteria 选择标准closing a sale 结束销售clothing retailers 服装零售商co-branding 联合品牌code of ethics (职业)道德标准coercive power 强制权cognitive dissonance 认识的不协调collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案commun
7、ication process 传播过程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 and industry evolution 竞争和行业演变competition-orientated pricing 竞争导向定价法competitive (supply-side) evolution 竞争(供方)演变competitive
8、factors 竞争因素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场computerized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况confl
9、ict and resolution strategies 冲突和解决战略conformance to specifications 与规格一致conformance 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 Pricing Act, USA 美国消费品定价法案consumers perceptions 消费者感知conti
10、ngency planning 权变计划contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/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 边际贡献(贡献毛利)分析contributrion margin 边际贡献control strategies 控制战略co-op
11、erative advertising 合作性广告co-ordination and conflict resolution 协调与冲突解决co-production 合作生产core benefit proposition (CBP) 核心利益方案/提议corollary-data method 推定数据法corporate vertical marketing systems 公司式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告corrective action 矫正行动cost effectiveness 成本有效性cost l
12、eadership 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 竞争者成本costs of distribution
13、分销成本countertrade 对等贸易coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing 习惯性定价法customer contact 顾客接触customer intimacy 顾客亲密度customer organization of sales force 按客户组织销售队伍customer
14、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-oriented pricing 顾客导向定价法customers perception 顾客感知customizing 定制deceptive advertisements 欺骗性广告decoding 解码defect rate 缺陷率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略defensive positioni
15、ng 防御性定位demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境dependability 可靠性deregulation 放松管制derived demand 衍生需求descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率determinant
16、attributes 关键属性determinants 决定因素different responses 差别反应differentiated defender strategy 差异化防御战略differentiated marketing 差异化营销differentiation over time 不同时间的差异diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度direct costing profitability analysis 直接成本盈利性分析direct marketing vi
17、a advertising media 通过广告媒体的直接营销direct marketing 直接营销direct product profitability (DPP) 直接产品盈利性/利润率discount rate 贴现率discount/premium price policies 折扣/溢价策略discriminant analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视定价调整disjunctive model 分离模型dissonance-attribution
18、hierarchy 不和谐-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distributor/store (private lables) brands 分销商/私有品牌divest 撤退divest 出让divestment or liquidation 收回投资或清算dividend 红利dogs 瘦狗类domestic target marketing strategies 国内目标市场定位的营销战略dropping products 放弃产品dual/two chann
19、el distribution systems 双重分销系统duplication (媒体)重复durability 耐用性early vs late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素economic power 经济权education services 教育服务effectiveness 有效性emergency goods 急需品emotional appeals 情感诉求empathy 移情作用empirical evidence 经验性实例empower
20、ment 授权encoding 编码end use 最终使用endorsement 赞同engineering (产品)工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit (公司)伦理审计ethics of marketing 营销伦理
21、道德ethnic composition 种族构成evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估everyday low-price (EDLP) 天天低价evoked set 引发的组合evolution of market 市场演变exclusive dealing 独家销售exclusive distribution 独家分销executive su
22、mmary 执行摘要exhibition media 展示广告媒体exit barriers 退出壁垒expansion path 扩张途径expectation measures (顾客)预期测度expectations of customers 顾客期望expected unit sales 预计产量expected value 期望价值experience curve 经验曲线experimental research 实验性研究expert power 专长权exploratory research 探索性研究export agents 出口代理(商)export jobbers 出口
23、批发商export management company 出口管理公司export merchants 出口贸易商exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额extrapolation of past sales trends 过去销售趋势推测法facilitating agencies 辅助/中介机构factor analysis 因素分析法family branding 家族品牌family life cycle 家庭生命周期fear appeals 恐惧/顾虑诉求features 特征Fe
24、deral Department Stores 联邦百货商店Federal Trade Code (FTC) 联邦贸易法案FedEx (Federal Express) 联邦快递feedback data 反馈数据field test marketing 实地市场测试financing 融资fisheries 渔业fit and finish 结实度与外观flanker strategy 侧翼进攻战略flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational struc
25、ture 扁平的组织结构FOB origin pricing FOB产地定价法focus strategy 集中战略foreign middlemen 国外中间商forestry 林业formalization 形式/规范化formulate 制定fortress/position-defence strategy 防御堡垒战略forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 免费电话号码freight-absorption pricing 免收运费定价法fringe benefit
26、s 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全成本盈利性分析full-service wholesalers 全方位服务的批发商functional competencies and resource allocation 职能能力与资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍functional organizational structure 职能型组织结构functional
27、 performance 功能性能functional strategy 职能战略gatekeepers 信息传递者general behavioral descriptors 一般行为变量General Foods Corporation 通用食品general merchandise discount chains 大众商品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布geographical organization of sal
28、es force 按地区组织销售队伍Gillette 吉列剔须刀global adjustments 全球调整global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场global-market expansion 全球市场扩张goals 总目标going-rate/competi
29、tive parity pricing 竞争性平价定价法goods producers 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 rating points (GRPs) 总级别指数group/cat
30、egory product manager 类别产品经理growth stage of product life cycle 产品生命周期的成长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leaders 市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 成长性市场定位战略guarantee/warranty 保证/担保harvesting pricing 收获定价法harvesting strat
31、egy 收获战略health care 医疗保健health maintenance organizations (HMOs) (美国)卫生保健组织heavy buyer 大客户Heileman Brewing Companyhelpfulness 有益性Henkel 汉高Hertz 赫兹(美国汽车租赁巨头)hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商high market share global strategy 高市场份额全球战略high-contact service system
32、高接触服务系统high-involvement product 高参与产品high-involvement purchase 高参与购买hight market share 高市场份额战略homogeneous market 同质市场household/family life cycle 家庭生命周期hybrid technology 混合技术idea generation 创意的产生/生成ideas for new products 新产品创意/构想idea-screening process 创意筛选过程identification of segments 识别细分市场image pric
33、ing 形象定价imitative positioning 模仿定位imitative strategy 模仿战略impact evaluation 影响评估impersonal sources 非个人的信息来源implementation and control of marketing programs 营销计划的执行和控制improvements in or revisions of existing products 现有产品的改良或修正impulse buying 冲动购买impulse goods 冲动购买品increased penetration strategy 增加渗透战略
34、indirect costing profitability analysis 间接成本盈利性分析individual brand 个别品牌industrial goods & services 工业产品和服务industrial goods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-business position matrix 行业吸引力-业务地位矩阵industry dynamics 产业动态industry evaluation 产业评估industry evolution 产业演变ine
35、lastic 缺乏价格弹性influencers 影响者infocommunications industry 信息通信行业infomercials 商业信息广告information search 信息搜集informative 告知性的in-home personal interview 个人家庭访谈in-house use tests 内部使用测试innovativeness 创新性installation 设施in-store display 店内展示in-store positioning 店内布局in-store promotion 店内促销intangibles 无形integr
36、ated marketing communication plan (IMC) 整合营销传播计划integration of perception 感知整合intensity of market position 市场地位的集中程度intensity 集中程度intensive distribution 密集型分销interactions across multiple target markets 多目标市场间的相互作用interactive media 交互式媒体internal organizational structure 内部组织结构international advertisin
37、g 国际广告international channels 国际分销渠道international division 国际分部international marketing 国际营销international organizational design 国际组织设计internationalization of services 服务的国际化introductory stage of product life cycle 产品生命周期的推出阶段inventory level 库存水平investor relations advertising 投资关系广告issue advertising 观点
38、广告jobbers 批发商Johnson & Johnson 强生jury of executive opinion 行政管理人员群体意见法just noticeable difference (JND) 恰巧注意到的差异just-in-time (JIT) management system 准时制管理体系just-in-time purchasing arrangements 及key account management 主要客户管理key accounts 关键客户key benefits 核心利益key environmental issue identification 确定主要的
39、环境问题key variables 关键变量key/house accounts 关键/机构客户laboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级结构legal services 法律服务legislation 立法legitimate power 法定权level of compensation 酬金水平level of technical sophistication 技术的复杂程度Levi Strauss 李维史特劳斯lexicographic model 词典编纂模型limited-service wh
40、olesalers 有限服务的批发商line extension 产品线扩展line filling 产品线填充line stretching 产品线延伸list price 订价Lloyds of London 伦敦劳埃德保险公司localizaiton strategy 本地化战略location pricing 场所定价lodging 房屋出租logistical alliances 后勤联盟long-term memory 长期记忆lost customer 失去的顾客low-contact service system 低接触服务系统low-cost defender 低成本防御型low-cost position 低成本地位low-involvement hierarchy 低参与程度层级结构