国际市场营销专业术语(共13页).doc

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1、精选优质文档-倾情为你奉上国际市场营销词汇表Aaccessibility(市场细分）可接受性acquisition收购actionability实效性actual product现实产品（形式产品）administered VMS管理系统advertising objective广告目标advertising specialities广告特写稿，号外advertising广告，广告活动affordable method财力承受力age and life-cycle segmentation年龄及生命周期细分agent代理人allowance折让，津贴American MarketingAsso

2、ciation（AMA）美国市场营销协会analytical marketing system营销分析系统annual plan control年度计划控制Asia and Pacific Economic Cooperation亚太经合组织atmospheres气氛，环境（购买现场）attitude态度augmented product附加产品automatic vending自动售货（机）available market 有效性市场Bbaby room(第二次世界大战至年代后）生育高峰backward integration后向一体化basing-point pricing基定定价beha

3、vioral segmentation购买行为细分benchmarking产品水准基点（与购买者比较）benefit segmentation顾客利益细分brand decision品牌决策brand equity品牌价值brand extension品牌延伸brand image品牌形象brand mark品牌标志brand name品牌名称brand品牌breakeven pricing盈亏零界点定价法bribery and corruption贿赂、受贿Bribery行贿broker经纪者business analysis商业分析business philosophy商业观，经营哲学bu

4、siness portfolio业务组合buyers market买方市场buyer decision process购买者决策过程buyer-readiness states购买状态buyer购买者Ccall norms访问（客户）标准次数captive-product pricing组合产品定价法cash cows金牛类产品cash discount现金折扣catalog marketing目录营销causal research因果分析调查central business district中心商业区chain stores连锁商店channel level渠道层次channel membe

5、rs渠道成员channel system渠道系统closing结帐cluster analysis聚类分析collaborations合作combination store联合商店commercialization商业化company marketing environment公司营销环境company marketing opportunity公司营销机会comparison advertising比较广告competitive advantage竞争广告competitor analysis竞争者分析competitors竞争者concentrated marketing集中性市场营销co

6、nfiscation没收consumer buying behavior消费者购买行为consumer cooperative消费者合作社consumer goods消费品consumerism消费者保护主义consumer market消费者市场consumer orientation消费者导向consumer消费者contestssweeptakescontractual VMS合同系统convenience goods日用品convenience store便民店conventional marketing channel传统营销渠道cooporate chain 公司连锁core pr

7、oduct核心产品corporate communication公司宣传corporate VMS公司系统cost-plus pricing成本加成定价counter segmentation反细分化coupons优待券；赠券criteria标准cultural environment文化环境culture文化cultural Change文化变革cultural Borrowing文化借鉴currency fluctuations币值波动customer attitude tracking顾客态度跟踪customer group顾客群customer-structured sales for

8、ce顾客结构型推销结构customer顾客custom union关税同盟Ddatabase marketing数据库营销data compatibility数据的兼容性decision-making approach决策研究法decline stage衰退期demand curve需求曲线demands需求demand需求demographic segmentation人口统计环境department store百货商店derived demand派生需求；引发需求differentiated marketing差异性营销direct export直接出口direct investment直

9、接投资direct-mail marketing直邮营销discount store折扣商店discriminatory pricing（需求）差异定价distribution channel分销渠道diversification growth opportunity多样化增长机会diversification多样化，多种差异dogs狗灯产品door-to-door retailing挨户销售durable goods耐用品Eecological environment生态环境economic community经济共同体economic enviroment经济环境embargo禁运，贸易禁

10、止令engels laws恩格尔定律environmentalism环境保护主义exchange control外汇管制；外汇管理exchange function交换功能exchange rate汇价；汇率；外汇行市exchange交换Extortion索贿exclusive distribution独家分销experience curve(learning curving)经验曲线；学习曲线exporting出口expropriation征用Ffacilitating function便利功能fads时尚family life cycle家庭生命周期fashion 流行financing资

11、金融通fixed costs固定成本FOB-origin pricing离岸价格forecasing预测foreward integration向前一体化form Utility形态效用franchise organization特许经营组织franchise特许经营franchising特许经营freight-absorption pricing免收运费定价full service wholesaler完全服务职能批发商functional approach职能研究法functional discount功能折扣；交易折扣Ggender segmentation性别细分generic str

12、ategies一般战略Gender Bias性别偏见geographic organization地理细分geographic segmentation性别细分GE strategic business-planning grid通用电气业务组合方法globalization全球化going-rate pricing随行就市定价government market政府市场green marketing绿色营销grey markets灰色市场growth-share matrix增长份额矩阵（波士顿矩阵）growth stage成长期Hhabitual buying behavior习惯性购买行为

13、head-on positioning迎头定位high-context culture高背（语）景文化high-touch positioning高情感定位horizontal integration水平（横向）一体化horizontal marketing system水平营销系统horizontal organisation水平型组织human need人类需求hypercompetition超级竞争hypermarkets特级需求Iidea generation创意想法idea screening创意筛选impaired干扰in-bound logistics上游物流income ela

14、sticity of demand需求收入弹性income segmentation收入细分indirect export间接出口indirect export直接出口industrial economies发达工业化经济类型industrial goods工业品industrializaing economies新兴工业化经济类型industrial market产业市场inelastic demand需求无弹性initiator初次使用者，发起者inseparability等一性；不可分割性institutional approach机构研究法intangibility无形性integra

15、ted marketing communication整合营销传播integrative growth opportunity一体化增长机会intensive distribution密集化（广泛性）分销intensive growth opportunity密集化增长机会internal reports system内部报告系统international marketing国际市场营销international market国际市场introduction stage投入期inventory库存inventory control存货控制Jjoint ownership合营股权joint ve

16、nturing合营Llearning学习leasing租赁legal environment法律环境licensing许可lifestyle生活方式limited-service retailers有限服务职能零售商limited-serviece wholesaler有限服务职能批发商line extension产品线扩展Lubrication打点Mmacroenvironment宏观环境macromarketing宏观市场营销management contracing管理合同management science approach管理科学研究法manufacturers brand制造商品牌

17、market development市场开发market growth rate市场增长率marketing audit营销审计marketing budget营销预算marketing concept市场营销信息系统marketing database数据库营销；关系营销marketing environment市场营销环境marketing information system市场营销信息系统marketing intermediaries营销中介marketing management营销管理marketing mix市场营销组合marketing research营销调研marketi

18、ng strategy营销战略marketing市场营销学；市场营销market leader市场领导企业market orientation市场导向market penetration pricing市场渗透定价market penetration市场渗透market positioning市场定位market segment市场细分market segmentation市场细分化market share市场份额；市场占有率market-skimming pricing取脂定价market specialization市场专业化market targeting确定目标市场market tes

19、ting试销market市场maslows hierarchy of needs马洛斯需求层次论maturity stage成熟期media媒体merchant wholesaler商人批发商microenvironment微观环境micromarketing微观市场营销学middlemen中间商monopolistic competition垄断竞争motive 动机multibrand strategy多品牌战略multichannel marketing多渠道营销Nnatural environment自然环境need需要new product development新产品开发new p

20、roduct pricing新产品定价new product新产品new task新购买（任务）nontariff trade barriers非关税贸易壁垒Ooligopolistic competition寡头垄断竞争opinion leaders意见领袖order processing订单处理organization image组织形象overall market整体形象Ppackaging包装parallel imports平行进口perishability不可储存性personal selling人员推销physical distribution实物分销place utility必要

21、的场地political environment政治环境polycentric orientation多国中心主义portfolio analysis投资组合分析potential market潜在市场premiums额外费用，保险费price价格price elasticity价格弹性price pack包装价格producer market生产者市场producer orentation以产品为中心product产品product concept产品观念product development产品发展production concept产品观念product item产品项目product

22、life cycle(PLC)产品生命周期product line产品线product mix产品组合product specialization产品特色promotion促销promotion mix混合促销promotion pricing促销价格pruchase decision分销策略psychographic segmentation心理细分psychological pricing心理定价法public公众publicity公开pubulic relations公共关系pure monopoly完全垄断Qquantity discount数量折扣question marks问题类产

23、品quotas配额Rreciprocity互惠reference group相关群体regiocentric orientation地区中心主义relationship marketing关系营销religious rituals宗教仪式repositioning重新定位reseller market转卖者市场retailer零售商retailer cooperatives零售商合作社retailing零售；零售业return on investment(ROI)投资报酬率risk taking风险承担role角色Ssales force structure推销结构sales promotio

24、n营业推广sales quotas销售配额sales representative推销代表sales team推销队伍samples样品seal-bid pricing密封投标竞价seasonal discount季节折扣segmentattion variable细分变量selective distribution选择性分销selective specialization选择性专业化sellers market卖方市场selling concept推销观念served market(target market)目标市场service服务services marketing服务营销shoppi

25、ng center购物中心social classes社会阶层social environment社会环境social marketing社会营销观念specialty goods特殊品specialty store专业商品stars明星类产品straight rebuy直接重购strategic business unit(SBU)战略业务单位strategic fit战略适应strategic planning战略规划subculture亚文化Subornation收买submarket亚市场supermarkets超级市场superstore超级商店suppliers供应商Ttactic

26、s战术target profit pricing目标利润定价tariff关税technological environment技术环境telemarketing电话直销television marketing电视直销territorial-structured sales force地区结构型推销结构time-series analysis时间序列分析total costs总成本total promotion budget促销预算trade mark商标trading stamps赠品印花transportation运输Uundifferentiated marketing无差异性营销unif

27、orm delivered pricing统一交货定价universal discipline通用原则unsought goods未寻求产品；未知产品user用户Vvalue analysis价值分析value chain价值链variable costs变动成本vertical marketing system(VMS)纵向营销系统virtual organisations虚拟组织voluntary chain自愿连锁Wwant欲望warehouse store仓储商店warehousing仓储wheel of retailing concept零售车轮假说wholesaler批发商wholesaling批发；批发业Zzone pricing分区定价专心-专注-专业