市场营销专业术语中英文对照标准翻译_3.docx

市场营销专业术语中英文对照标准翻译市场营销专业术语中英文对照标准翻译本文为市场营销中经常用到的一些中文与英文互译的标准用语，希望对市场营销从业人员有所帮助。（财富）杂志Fortune案头调研DeskResearch奥美公司Ogilvy&Mather白色商品WhiteGoods百乐门Parliament百威啤酒Budweiser包裹销售法BandedPack宝洁公司Procter&Gamble宝丽来Polaroid宝马BMW边际成本MarginalCost边际收益MarginalBenefit标准差，均差StandardDeviation别克Buick波立兹调查公司AlfredPolitzResearch,Inc波旁王朝AncientAgeBourbon波特福洛分析PortefolioAnalysis产品差异ProductDifferentiation产品生命周期ProductLifeCycle产品系列ProductLine产品组合ProductMix阐述Presentation超级市场Supermarket成比照较法PairedComparisons成功的理想主义者SuccessfulIdealist承诺型消费者CommittedBuyer程度测试Tachistoscope橙色商品OrangeGoods冲动购买ImpulseBuying重叠率Duplication抽样Sampling传销PyramidSelling传阅发行量Pass-onCirculation词语联想法WordAssociaton刺激营销IncentiveMarketing促销Promotion达彼思广告公司TedBates&Copany大卫·奥格威DavidOgilvy戴比尔斯DeBeers丹尼尔·斯塔奇公司DanileStarch&Staff弹性Elasticity到达率Reach道奇Dodge第三者法Third-PersonTechnique第一提及TopofMind电话访问TelephoneInterview电通广告公司Dentsu电子售点数据EPOSData定量研究QuantitativeResearch定位Positioning定性研究QualitativeResearch动机研究MotivationResearch读者Readers读者人数Readership独特销售主张UniqueSellingProposition杜邦公司DuPont多方面衡量Multi-dimensionalScaling多品牌战略Multi-brandStrategy惰性销售InertiaSelling恩格尔曲线EngelCurves二手资料SecondaryData发行量Circulation发行量稽核组织ABC仿造MeToo访问Interview访问员Interviewer非处方药OTC菲力普·莫里斯公司PhilipMorrisCompany菲亚特FIAT肥皂剧SoapOpera分刊测试Split-runTest分销Distribution丰田TOYATA缝隙分析GapAnalysis浮动插播FloatingSpot辅助回想AidedRecall付费发行量PaidCirculation复核BackChecking复核Validation富豪汽车VOLVO富可视Infocus富士胶卷FUJIFILM覆盖率Coverage盖凡尼克皮肤反响测试仪GalvanicSkinResponseMeter盖洛普暨罗宾逊调查公司Gallup&Robinson,Inc概念测试ConceptTesting高度参与产品HighInvovementProcuct革新消费者Innovators葛瑞广告GreyAdvertising公众调查公司AudienceResearch,Inc奉献Contrubution购买周期BuyingCycle孤单守巢人EmptyNesers煽动销售HardSell故事板/分镜头表Storyboard故事完成法StoryCompletion观察调研法ObseravtionStudy广告Advertising广告/销售比率Advertising/SalesRatio广告比重AdvertisingWeight广告标准AdvertisingStandard广告调查基金会(美国)AdvertisingResearchFoundation广告概要AdvertisingBrief广告口号Slogan广告目的即广告效果评测DefiningAdvertisingGoalsforMeasuredAdvertisingResults国际商用机器公司IBM过度杀伤Overkill过滤审查Screening哈fo商学院HarvardBusinessSchool红色商品RedGoods互补品Complements花旗集团Citigroup华尔街WallStreet黄金时段PrimeTime辉瑞Pfizer混合调查OmnibusResearch混和调研OmnibusResearch基本读者PrimaryReader稽核Audit吉芬商品GiffenGoods吉列Gillette集团购买OrganizationalBuying集中度Affinity集中市场细分ConcentratedSegmentation计算机辅助的电话采访ComputerAssistedTelephoneInterviewing记忆测试RecallTest记忆性Memorability佳能Canan家乐福Carrefour家庭(户)HouseHold家庭稽核HomeAudit家庭生活周期FamilyLifeCycle甲壳虫Bettle价格分析ValuesAnalysis价格敏感PriceSensitive价格歧视PriceDiscrimination价格战PriceWar间接调研Off-the-research建议价格RecommendedPrice箭牌口香糖Wrigley讲究气派的诉求SnobAppeal穿插销售Cross-selling交替需求AlternateDemand焦点小组(讨论)Focusgroup(Discussion)角色扮演RolePlaying阶式浸透Cascading构造化访问StructuredInterview金佰利Kimberly-Clark浸透策略PenetrationStrategy精工SEIKO句子完成法SentenceCompletion决策群DecisionMakingUnit决定性调研ConclusiveResearch卡通测试CartoonTests开放题Open-endedQuestion开机率HomesUsingTV柯达Kodak壳牌Shell可变价格VariablePricing可口可乐Coca-Cola可丽舒Kleenex可信度Believability克莱斯勒Chrysler克劳德·霍普金斯ClaudeHopkins客观看法OutsideView肯德基炸鸡KentuckyFriedChicken口碑广告Word-of-mouthAdvertising快流量消费品Fast-movingConsumerGoods拉力PullingPower拦截访问InterceptInterview乐观奔命者OptimisticStriver离差Deviation李奥·贝纳LeoBurnett李fo兄弟公司LeverBrothers力士Lux连带外部效应NetworkExternality联合调研/辛迪加SyndicatedResearch联合分析ConjointAnalysis联合利华公司Unilever联想AssociationTechniques练习性预演DryRun两步收费Two-partTariff量表Scale劣等商品InferiorGoods零售周期WheelofRetailing零头定价法Odd-evenPricing漏斗深化法FunnelApproach露华浓Revlon乱数表Random-numberTable罗塞·瑞夫斯RosserReevse罗夏测试RorschachTest骆驼Camal马丁·迈耶MartinMayer麦当劳McDonalds麦肯爱里克森广告公司Mccann-Erickson麦氏威尔咖啡MaxwellHouseCoffee卖方市场SellersMarket满意购买者SatisfiedBuyer盲测BlindTest毛评点GrossRattingpoints媒体分析MediaAnalysis每千人(户)成本CostPerThousandFigure每千人成本CostPerMille美孚Mobil美国报纸发行人协会AmericanNewspaperPublishersAssociation美国电报电话公司AT&T美国广播公司ABC美国广告代理商协会4AsTheAmericanAssociationofAdvertisingAgencies美国民意研究中心AmericanInstituteofPublicOpinion美国营销协会AmericanMarketingAssociation美国运通AmericanExpress描绘性调研DescriptiveResearch民意测验OpinionPoll明尼苏达矿务及制造业公司3M模似Simulation姆姆巧克力M&M耐克Nike尼尔逊公司A.C.Nielsen尼尔逊全国电视指数NielsenNationalTelevisionIndex尼尔逊受众测定器Nielsenaudiometer尼尔逊指数NielsenIndex欧宝OPEL欧洲民意测验和市场调研协会ESOMAR帕累托原理ParetoPrinciple派生需求DerivedDemand攀比效应BandwagonEffect判定性抽样JudgementSampling旁氏Ponds陪伴购物AccompaniedShopping配额Quota配额抽样QuotaSampling频率分布FrequencyDistribution品牌Brang品牌测试BrangTest品牌估价BrangValuation品牌管理BrangManagement品牌偏好BrangPreference品牌认知BrangAwareness品牌形象BrangImage品牌性格BrangPersonalities品牌忠实度BrangLoyalty品牌转换成本SwitchingCost品质认知度PerceivedQuality七喜7UP期望值Expectations期望值ExpectedValue其他指导人Other-directedPerson企业标志CorporateLogo企业识别CorporateIdentity前导性研究PilotStudy潜意识广告SubliminalAdvertising强生公司Johnson&Johnson乔治·格里宾GeorgeGribbin情感购买者LikeFriend情感象征EmotionalSymbol渠道冲突ChannelConflict全国性涵盖度Blanket人口统计学特征Demographics人员推销PersonalSelling认识差距CognitiveDissonance认知Awareness认知图表PerceptualMapping日后记忆Day-after-recall入户访问Door-to-doorInterview软性促销SoftSell萨奇公司Saatchi&Saatchi三维营销3-D商店稽核StoreAudit社会等级SocialGrading社会接受度SocialAcceptability社会营销SocialMarketing深度访谈DepthInterview生存者Survivor生活方式Lifestyle声音比例SOV声音份额ShareofVoice施乐Xerox时代华纳TimeWarner机会感SenseofTiming时间档次TimeSlot时序分析Time-Seriesanalysis识阈效应ThresholdEffect使用与态度UsageandAttitude市场策略的利润效果ProfitImpactofMarketStrategy市场调研MarketResearch市场调研/营销调研MarketingResearch市场细分MarketSegmentation市场占有率MarketShare视听众暴露度Impession收获战略HarvestingStrategy收入效应IncomeEffect收视(听)率Ratings收视率TelevisionRating售点POP售点POS斯塔奇数字StarchFigure斯坦利·里索StanleyResor斯沃琪Swatch四点分析SWOTAnalysis随机抽样RandomSampling索尼SONY态度Attitude探索性调研Exploratory汤橱浓汤CampbellsSoup特许经营Franchise替代品Substitutes替代效应SubstitutionEffect天美时Timex听众调查AudienceResearch通用汽车GeneralMotor同类相食Cannibalisation投射研究ProjectiveResearch图片响应法PictureResponseTechniques推拉战略PushandPullStrategies推力PushPower完成法CompletionTechniques完全竞争市场PerfectlyCompetitiveMarket万宝路Marlboro万事达卡MasterCard威廉·伯恩巴克WilliamBernbach威士卡VISA维持者Sustainer伟哥Viagra胃溃疡峡谷UlcerGulch稳定插播AnchoredSpot问卷Questionnaire沃尔玛Wal-MartStores无品牌忠实度NoBrandLoyalty无提示认知UnaidedAwareness无准备调查访问ColdCalling西门子SIEMENS习惯购买者HabitualBuyer习惯性购买HabitBuying喜力Heineken系统销售SystemSelling细流战DripCampaign显著特征SalientAttribute现场调研FieldResearch现场督导Conductor现场督导FieldSupervisor现场工作FieldWork现场人员FieldForce线上活动Above-the-line线下活动Below-the-line相关群体ReferenceGroup象牙牌香皂Ivory消费者购物固定样本ConsumerPurchasePanel消费者内在需求ConsumerInsight消费者偏好ConsumerPreferences消费者剩余ConsumerSurplus消费者形象描绘ConsumerProfile销售定额SalesQuota销售反应功能SalesResponseFunction销售领域SalesTerritory销售预测SalesForecast销售专集SalesLiterature销售组合SalesMix小组讨论GroupDiscussion心理图案学Psychographics心理戏剧MotivationalTheater心智索引Mindex心智占有率ShareofMind新奇士Sunkist新人训练OrientationTraining形象Image虚荣效应SnobEffect选择性分销SelectiveDistribution雪fo兰Chevrolet雅皮YUPPY眼睛轨迹研究EyeTrackingResearch扬雅广告公司Young&Rubicam样品Sample一次性购物One-stopShopping一手资料PrimaryData伊莱克斯Electrolux宜家IKEA移情作用Empathy意见领导OpinionLeader因果性调研CausalResearch营销会计稽核MarketingAudit营销近视MarketingMyopia营销组合10Ps营销组合4Cs营销组合4Ps营销组合MarketingMix营业额/到达率增长指数Turnover影响力等级HierarchyofEffects佣金制CommissionSystem由报纸决定(刊登位置)Run-of-paper邮购MailOrder有提示认知AidedAwareness有效贮藏期限ShelfLife诱导转向法BaitandSwitch语义差异法SemanticDifferential预检验Pre-testing原创性Originality原子状测试AtomisticTest岳母研究Mother-in-lawResearch载波技术ZAP赞助Sponsorship詹姆士·韦伯扬JamesWebbYoung展览会Exhibition争夺经营ScrambledMerchandising正常商品NormalGoods直递DirectMail直销DirectMarketing智威汤逊J.WalterThompson重度消费者HeavyUser主持人Moderator主题类化法ThematicApperception属性特征Attributes住地居民细分法AClassificationofResidentialNeighborhoods专家调研SpecialistResearch资料手册FactBook自付优惠Self-liquidatingOffer棕色商品BrownGoods最终用户End-user