市场营销专业词汇中英文对照表2.docx

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1、市场营销专业词汇中英文对照表2第2部分：maintenancestrategy保持战略managementoverhead管理费mandatoryadaptation强迫性适应manufacturerbrand制造商/全国性品牌manufacturersagents/representatives生产商的代理商/销售代表manufacturersexportagents(MEA)制造商出口代理manufacturerssalesoffices/branches生产商的销售办事处/分支机构marketaggregationstrategy整体市场战略marketattractivenessfac

2、tors市场吸引力因素marketattractiveness市场吸引力marketattractiveness/businesspositionmatrix市场吸引力/业务地位矩阵marketcircumstances市场环境marketdemorgraphics市场人口分布/统计特征marketdimension市场量度marketentrystrategies市场进入战略marketexclusion市场排挤marketexpansionstrategy市场扩张战略marketfactors市场因素marketgrowthrate市场增长率markethirarchy市场等级market

3、inclusion市场纳入marketmeasurement市场测量marketopportunityanalysis市场时机分析marketpositionfactors市场地位因素marketpositioninganalysis市场定位分析marketpotentialmeasurements市场潜力测度marketsegment细分市场marketsegmentation市场细分markettargeting目的市场选择marketability市场开拓能力market-entrystrategies市场进入战略marketingactionplan营销行动计划marketingaud

4、it营销审计marketingchannel营销渠道marketingcodesofconduct营销行为规范marketingcommunication营销沟通/传播marketingconcept营销观念marketingcontrol营销控制marketingdecisionsupportsystems(MDSS)营销决策支持系统marketingenvironmentaudit营销环境审计marketingflowsandfunctions营销经过和职能marketingfunctionareaaudit营销功能领域的审计marketingimplicationsof对营销的影响mar

5、ketinginformationsystem营销信息系统marketinginstitutions营销机构marketingmanagement营销管理marketingmessage营销信息marketingmix营销组合marketingpolicy营销策略marketingproductivityareaaudit营销生产力领域的审计marketingprogramcomponents营销计划内容marketingprogram营销计划/方案marketingrelationship营销关系marketingresearch营销研究marketingstrategy营销战略market

6、-managementorganizationalstructure市场管理组织构造mark-upprice产品/溢价价格Marlboro万宝路MarriottHotel万豪酒店mass-marketpenetrationstrategy大规模市场浸透战略mass-marketstrategy大市场战略matrixorganizationalstructure矩阵组织构造Matsushita日本松下电子matureconformists成熟的随大流者maturemarkets成熟市场maturestageofproductlifecycle产品生命周期的成熟阶段McDonalds麦当劳McDo

7、nnellDouglas麦道公司MCI电讯公司前世界通信公司MDSS(Marketing-DecisionSupportSystem)市场决策支持系统measurability可测度性measureorindex测量指标measurementcriteria计量标准mediaaudiences媒体受众medicalandhealthservices医疗卫生服务MedicoContainmentServicesmemoryofconsumers消费者记忆Mercedes-Benz梅赛德斯-奔驰MercerManagementConsulting美国美智管理参谋公司merchandising推销m

8、erchantmiddlemen国内贸易中间商merchantwholesalers商业批发商messagestructure信息构造MichaelPorter迈克尔-波特microrisks微观风险microsegmentatioin微观细分MillerTydingACT,USA米勒泰丁法案minging矿业MinnesotaMiningandManufacturingCompany(3M)明尼苏达矿业和制造公司Minolta美能达miscellaneoussources多方面来源mission宗旨missionaryselling推销式销售MitsubishiHeavyIndustries

9、三菱重工modifiedrebuy调整再购monosegmentpositioning单一细分市场定位Monsanto孟山都农业生物技术公司moralappeals伦理/道德诉求morals道德Motorola摩托罗拉multichanneldistribution多渠道分销multidimensionalscaling多维等级法multilevelselling多级销售multinationalcoporations(MNCs)跨国公司multipletestmarkets多测试市场multiple-brandstrategy多品牌战略multiple-factorindex多因素指数法mu

10、ltisegmentpositioning多重细分市场定位nationalaccountmanagement全国性客户管理nationalmarket国内市场NationalSemiconductor美国国家半导体公司netsales净销售额networkcomputer(NC)网络计算机newbusinessselling新业务销售newbuy购入新产品newentrants新进入者NewProdscreeningmodel新普罗德挑选模型new-productideas新产品创意Newsweek（新闻周刊）new-taskbuying全新采购new-to-the-worldproducts

11、世界性新产品nichepenetrationstrategy壁龛/时机市场浸透战略niche-marketstrategy壁龛市场战略no-brandbrandname无品牌的品牌名称no-frillsproduct无虚饰产品noiseincommunicationsystem传播系统中的噪音non-financialrewards非物质性奖励措施non-probabilitysampling非概率抽样non-storeretailing无店铺零售业numberofstockouts迟滞数目object-and-taskmethodofpromotionbudgeting目的-任务促销预算法o

12、bjectivesandstrategyareaaudit目的与战略领域的审计objectives详细目的observation观察法occupancycosts房屋占用成本occupation/position职业/职位oddpricing奇/余数定价法oeverallquality总体质量off-invoicediscounts发票之外的折扣offsets抵消交易on-airtesting广播测试OPEC(OrganizationofPetroleumExportingCountries)欧佩克石油输出国组织openingrelationships建立关系operatingsupplies

13、生产供给品operationalexcellence运作管理水平opinionleaders意见领导者opportunitycost时机成本opportunityidentification时机识别opportunity/threatmatrix时机/威胁矩阵ordercycletime订货周期orderprocessing订单处理organisationallevel组织层次organizaitonalrequirementplanning组织需求计划organizationareaaudit组织领域的审计organizationbuyingcenter组织采购中心organizationa

14、lcustomer组织顾客organizationaldirectselling组织直销organizationalmarkets组织市场organizationalpurchasing组织采购organzationalstructure组织构造outdoorenthusiasts户外运动喜好者out-of-homemedia户外广告媒体overallcostleadership全面成本领先overheads日常开支ownershipofnewproduct新产品所有权panelofexperts专家小组parentage渊源partiesinvolved交换中的各方paymentterms支

15、付条款pay-offcontrol支出控制penetrationpricing浸透定价perceivedcustomervalue顾客感悟价值perceivedquality感悟到的质量perceivedvalue感悟到的价值percentageofsalespromotionbudgetingmethod销售额百分比促销预算法perceptionsofconsumers消费者感悟/理解perceptual(product)pisitioning感悟产品定位perceptualmap感悟图perceptualorganization感悟组织perceptualvigilance感性的警觉per

16、formancedimension业绩标准performanceevaluation业绩评估performancemeasures表现/业绩测度performanceobjective绩效目的performancestandards绩效标准performance功能perishability非持久性personalselling人员推销personalsources个人的信息来源personneldevelopment人力资源开发pharmaceuticalsindustry医药行业physical(product)positioning物理产品定位physicaldescriptors物理变

17、量physicaldistribution实物分销Pillsbury皮尔斯博瑞placeutility地点效用planningandcontrolsystemareaaudit计划与控制系统领域的审计pointofsaleinformation销售点信息point-of-purhcase(POP)promotion采购点促销point-of-sales(POS)data销售点数据pontificator保守派popularity通用性populationtrends人口趋势portfoliomodelsforresourceallocation资源配置的资产组合形式positionintens

18、ity地位集中程度possessionutility拥有效用post-purchasedissonance购买后的不协调post-purchaseevaluation购买后评估powerindistribution分销权利powerofbuyers购买者能力powerofsuppliers供给商能力predatorypricing掠夺性定价法pre-emptingscarceresources先占稀缺资源preferentialtreatment特惠待遇premiums额外奖励presentcompetitors现有的竞争者presentingsalesmessage提供销售信息pre-tes

19、tmarketresearch测试前市场研究pricediscrimination价格歧视priceelasticityofdemand需求的价格弹性pricefixing价格设定priceleaders价格领导者pricelining价格排列定价法price/earningsration价格/收益比price-offpromotions降价促销price-settingprocess定价经过pricingadjustments定价调整primarydemand基本需求primarysources第一类/主要数据printmedia印刷媒体private/for-profitorganizat

20、ion私营/盈利性组织PRIZM(PotentialRatingIndexforZipMarkets)按邮政区划为基础的潜力等级指数proactivenew-productdevelopmentstrategy进取型新产品开发战略probabilitysampling概率抽样problemformulation界定问题problemidentificatioin确定问题processmanagement经过管理Procter&Gamble(P&G)宝洁公司productavailability产品的可获得性productcategory产品类别productclass产品类别productde

21、cisions产品决策productdesign产品设计productdimensionorattributes产品维度/属性productevolution产品演变productfeatures产品特征productintentshare产品倾向份额productleadership产品领导能力productlifecycle(PLC)产品生命周期productlifecyclecurve产品生命周期曲线productmanageraudit产品经理审计productoffering供给品productorganizaitonofsalesforce按产品组织销售队伍productpolic

22、ies产品策略productscope产品范围productspace产档次置productsystems产品体系producttype产品类型productusage产品用处product(ion)-orientedorganization产品/生产导向型组织product-linepricingadjustments产品线定价调整product-managementorganizationalstructure产品管理组织构造product-marketentrycontrol产品市场进入控制product-relatedbehavioraldescriptors与产品相关的行为变量pro

23、ductsmarketcharacteristics产品的市场特征product-usetesting产品使用测试pro-environment环保profitimpactofmarketstrategy(PIMS)市场战略的利润影响profitabilityanalysis盈利性分析profitability盈利性/盈利能力profitablesurvivorstrategy有利可图的生存者战略project-companyresourcecompatibility项目与公司资源的协调性projectedprofit-and-lossstatement估计损益表projectivetests

24、投影测试promotiondecisions促销决策promotionmix促销组合promotionpolicies促销策略promotionalallowance促销折让promotionaleffort促销努力promotionalpricing促销定价promptness及时性propectorstrategy探索型战略prospectingforcustomers寻找顾客psychographics心理统计特征psychologicalcost心理成本psychologicalpricing心理定价法publicutilities公共设施publicity公共宣传pullstrate

25、gyforcontrolofdistributionchannels分销渠道控制的拉式战略pupildilation瞳孔扩张purchasepredisposition购买倾向purchasingagent采购代理purchasingpowerperity(PPP)购买力平价指数pushmoney/spiffs佣金pushstragtegyforcontrolofdistributionchannels分销渠道控制的推式战略qualifyingprospects审查潜在顾客资格qualitydimensions质量维度quantitydiscount数量折扣questionmarks问题类qu

26、estioning询问法quotas定额R&Dexpenditure研究开发战略raceandethnicorigin种族和民族rackjobbers供给超级市场的批发商rankordering排序rateofadoption采购率rate-of-return/targetreturnpricing回报率/目的回报定价法rationalappeals理性诉求rationale基本原理reactiveandproactiveresponses反响及前摄策略reactivenew-productdevelopmentstrategyreactorstrategy反响型战略rebates回扣reca

27、lltests记忆测试receiver接收者reciprocity利益互惠recognitionofproblem/need发现问题/需求recognitiontests认知测试recreation娱乐业recruitmentandselection招聘与选拔recyclingofpackaging包装回收利用referencegroup参照群体referentpower参照权refocus稳固refunds退款refusaltodeal拒绝经营regressionanalysis回归分析法regulation管制related/concentricdiversification相关/同心多元

28、化relationalVMSs相关式垂直营销系统relativeattractivenessofdecliningmarkets衰退市场的相对吸引力relativemarketpotential相对市场潜力relativemarketshare相对市场份额reliability可靠性repeatpurchasebehavior重复购买行为repetition重复repositionings重新定位产品requirementsplanning需求计划reseller中间商residentbuyers常驻采购员resourceallocation/deployment资源配置responsestr

29、ategies反响策略responsetocommunication传播响应responsivestrategy反响型新产品开发战略responsiveness响应性retailcoveragestrategy零售范围战略RetailIndex零售指数retailsales零售额retailerco-operatives零售商合作社retailer零售商retailingtrends零售趋势ReturnonEquity(ROE)权益回报率ReturnonInvestment(ROI)投资回报率ReturnonNetAssets(RONA)净资产回报率reverseengineering反向工程

30、rewardsystems奖励系统rivalrydeterminants竞争决定因素rivalry竞争对手roster名册salesagents销售代理商salesanalysisbycustomer顾客销售分析salesanalysisbyordersize订货规模的销售分析salesanalysisbyproduct产品销售分析salesanalysisbyterritory区域销售分析salesforcasting销售预测salesforceestimates销售人员估计salesforcesize销售队伍规模salesforce销售队伍salesforecasting销售预测sales

31、management销售管理salesorganization销售组织salespersonnelincentives销售人员鼓励salespersonnel销售人员salespotential销售潜力salesterritory销售地区salestrends销售趋势sales/pricereduction销售/价格下降sampledesign样本设计samplesize样本大小sampling抽样sampling提供样品scaleefficiency规模效率scaledmeasures比例测度scoringmodels评判模型screeningofideas创意挑选sealedbidding

32、招标secondarysources第二类/次要数据second-but-betternew-productdevelopmentstrategy后者居上型新产品开发战略security证券业segmentationandtargeting细分与目的选择segmentationcriteria细分标准segmentationdescriptors市场细分变量selectivedemand选择性需求selectivedistribution选择分销selectiveexposure选择性接触selectiveperception选择性感悟/理解selectiveretention选择性保留sel

33、f-employedperson独立经营的个人self-managingteams自己管理团队self-oriented自己导向型sellinggroups销售团队sellingproposition销售计划/提议selling推销/销售serviceguarantees服务保证serviceability服务能力serviceability适用性serviceschannels服务渠道servicingproducts服务产品servicingtheaccount客户服务settingquotas确定定额shake-outstage动乱阶段sharedprograms/facilities共

34、享计划/设备share-growthstrategiesforfollowers追随者的市场份额增长战略shareholdervalue股东价值share-maintenance份额保持ShermanAct,USA美国谢尔曼法案signalvehicle/carrier信号载体simulatedtestmarketing模拟市场测试single-factorindex单因素指数法single-linemass-merchandiserstores单一类型产品专营连锁店skimmingandearlywithdrawal撇脂与尽早撤离战略skimmingpricing撇脂定价法sleepwalk

35、er/contentedunderachievers梦游者/很容易知足的人slottingallowance安置津贴socialacceptability社会可接受性socialclass社会阶层socialobjectives社会目的socioculturalenvironment社会文化环境softgoods非耐用品softtechnology软技术soleownershipentrystrategy独享所有权的进入战略sourcecredibility信息来源的可信度source广告信息来源sourcesofnew-productideas新产品创意来源specialitygoods特殊

36、品specialityretailers专营零售商specialitystores专营商店specialization专门化StandardIndustrialClassification(SIC)标准工业分类代码standardizationstrategy标准化战略standbypositioning备用定位staplegoods日常用品statementofjobqualifications工作要求讲明stocklevels库存水平stocklesspurchasearrangement无存货采购计划storebrands零售商品牌straightcommissioncompensati

37、onplan纯佣金制薪酬方案straightrebuy直接再购straightsalarycompensationplan纯薪金制薪酬方案strategiccontrol战略控制strategicfit战略协调性strategicgroup战略组strategicinertia战略惯性strategicintent/objective战略目的strategicmarketingprogram战略营销计划strategicpricingobjectives战略定价目的strategicwithdrawal战略撤离strategyconstraints战略影响因素strategyformulati

38、onandimplementation战略制定和施行strategyimplementation战略施行strategyreassessment战略重估subculture亚文化subfactor次级因素substitutegoods替代品substitutionthreat替代产品的威胁Sumitomo住友商事SunMicrosystems太阳微系统supplementarymedia辅助性广告媒体suppliersbargainingpower供给商的讨价还价能力surrogateproducts替代产品survivalpricing生存定价法sustainablecompetitivea

39、dvantage可持续的竞争优势sweepstakes彩票抽奖switchingcost转换成本synergy协同作用tabulation制表tangibility有形性targetaudience目的受众targetlevelofproductquality产品质量标准targetorhurdlelevel目的或难度水平targetreturnprice目的回报价格targetingstrategy目的市场选择战略targeting目的市场选择teamselling团队销售technicalselling技术销售televisionaudiencemeasurement电视观众测量telev

40、isionhomeshopping电视家庭购物territorialrestrictions地区限制territories区域territorydesignanddeployment区域设计及部署territoryinventory地区存货testmarketing市场测试testingnewproduct测试新产品theAmericanAssociationforPublicOpinionResearch美国公共意见研究协会theCouncilofAmericanSurveyResearchOrganization美国调查研究组织委员会theFishbeinModel菲什宾模型theMark

41、etingResearchAssociation营销研究协会theatretests现场测试threatofnewentrants新进入者的威胁threeorder-hierarchymodels三阶段层级构造模型timeframe时间框架/要求timepricing时间定价timeutility时间效用Timex天美时title所有权totalcost总成本totalqualitymanagemnt(TQM)全面质量管理ToysRUs美国著名玩具零售商trackingandmonitoring跟踪与监控tradepromotion贸易促销tradeselling贸易销售trade/funct

42、ionaldiscounts贸易/职能折扣trade-inallowance以旧换新折让transactiionalefficiency交易效率transactioncostanalysis(TCA)交易成本分析turnkeyconstructioncontract监督建筑契约turnover人员流动two-sidedpresentations双向信息陈述tyingcontracts附带条件的合同typesofadverstising广告种类typesofbrand品牌种类typesofcosts成本种类ultimatecustomers/endusers最终顾客/用户underlyingdi

43、mension基本组成要素uniformdeliveredpricing统一运费定价法UnionPacificRailroad联合太平洋铁路unitsales单位产品销售额unitarypriceelasticity单位需求价格弹性UniversalProductCode(UPC)统一商品编码universe样本总体unrelated/conglomeratediversification复合多元化unsoughtgoods非渴求产品usage用处usetests使用测试utility/pricerelationship效用/价格关系VALS2价值与生活方式体系2value-basedplan

44、ning价值基础计划variability变化性variablecosts可变成本variableincentive可变鼓励措施VCR(videocassetterecorder)录像机vendingsales自动售货业vending-machineoperators自动售货机经营商vendoranalysis供给商分析verticalintegration垂直/纵向一体化verticalmarketingsystems(VMS)垂直营销系统want欲求warranty质量保证wholesaleclubs批发俱乐部wholesaler-sponsoredvoluntarychains批发商发起的自愿连锁wholesalingtrends批发趋势win-backprogram赢回顾客方案workingcapitalinvestment周转资金投入workloadapproach计算工作量方法zerodefect零缺陷zonepricing分区定价法