市场营销专业词汇中英文对照表_1.docx

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1、市场营销专业词汇中英文对照表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accesibility

2、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advertis

3、ingmessage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bannerad

4、vertisements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一揽子采购合同bl

5、ind-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-evenvo

6、lume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businessu

7、nitstrategy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产品投入资本

8、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channelobjectives

9、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colle

10、ctionofdata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compensationplan

11、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competitivestrategy竞争战

12、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conjo

13、intmeasurement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consu

14、mersperceptions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边际奉献con

15、trolstrategies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corp

16、orateverticalmarketingsystems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cost-p

17、lus/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穿插弹性cu

18、stomarypricing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-orientedpricing顾客导

19、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-produ

20、ctdevelopmentstrategy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desiredpe

21、rcentagemark-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dimen

22、sion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discriminantan

23、alysis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distri

24、butionpolicies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duplica

25、tion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enduse

26、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evaluatio

27、nandrewardsystems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exhibitionmedia展

28、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exportme

29、rchants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农产品fas

30、t-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战斗品牌fl

31、ankingandencirclementstrategies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franchisi

32、ng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functionalorganizationofsalesforce按

33、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geographic

34、adjustments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globaleliteconsumersegment全球精英消费品市场globalexpansion全球扩张globalmarketingcontrol全球营销控制globalmarkets全球市场globalnichestrategy全球时机战略globalstandardizationstrategy全球标准化战略globalteenagesegment

35、全球青少年市场globalization全球化global-marketexpansion全球市场扩张goals总目的going-rate/competitiveparitypricing竞争性平价定价法goodsproducers产品制造商Goodyear固特异轮胎governmentagencies政府机构governmentbuyers政府采购者governmentmarket政府市场governmentregulation政府管制greenhouseeffect温室效应greymarket灰色市场grossdomesticproduct(GDP)国内生产总值grossmargin毛利g

36、rossnationalproduct(GNP)国民生产总值grossprofit毛利grossratingpoints(GRPs)总级别指数group/categoryproductmanager类别产品经理growingmarkets成长市场growthrateofmarket市场增长率growthstageofproductlifecycle产品生命周期的成长阶段growth-extensionstrategies增长扩张战略growth-marketstrategiesformarketleaders市场领导者的市场增长战略growth-marketstrategy成长性市场战略gro

37、wth-markettargetingstrategy成长性市场定位战略guarantee/warranty保证/担保guarantees保证Gucci古琦世界著名时装品牌Haagen-Dazs哈根达斯hardtechnology硬技术HarvardBusinessReview（哈fo商业评论）harvest收获harvestingpricing收获定价法harvestingstrategy收获战略healthcare医疗保健healthmaintenanceorganizations(HMOs)美国卫生保健组织heavybuyer大客户HeilemanBrewingCompanyHeinz亨

38、氏食品helpfulness有益性Henkel汉高Hertz赫兹美国汽车租赁巨头Hewlett-Packard惠普公司hierarchyofstrategy战略的层次highmargin/low-turnoverretailers高利润/低周转率的零售商highmarketshareglobalstrategy高市场份额全球战略high-contactservicesystem高接触服务系统high-involvementproduct高介入产品high-involvementpurchase高介入购买hightmarketshare高市场份额战略Hilton希尔顿HolidayInns假日旅

39、馆homogeneousmarket同质市场Honda本田household/familylifecycle家庭生命周期household家庭hybridtechnology混合技术ideageneration创意的产生/生成ideasfornewproducts新产品创意/设想idea-screeningprocess创意挑选经过identificationofsegments识别细分市场IllinoisToolWorks伊利诺斯工具厂imagepricing形象定价imitativepositioning模拟定位imitativestrategy模拟战略impactevaluation影响

40、评估impersonalsources非个人的信息来源implementationandcontrolofmarketingprograms营销计划的执行和控制implementation施行improvementsinorrevisionsofexistingproducts现有产品的改进或修正impulsebuying冲动购买impulsegoods冲动购买品incentives鼓励income收入increasedpenetrationstrategy增加浸透战略indirectcostingprofitabilityanalysis间接成本盈利性分析individualbrand个别品

41、牌individualvalue个人价值industrialgoods&services工业产品和服务industrialgoodschannels工业品分销渠道industryattractiveness行业吸引力industryattractiveness-businesspositionmatrix行业吸引力-业务地位矩阵industrydynamics产业动态industryevaluation产业评估industryevolution产业演变inelastic缺乏价格弹性influencers影响者infocommunicationsindustry信息通信行业infomercial

42、s商业信息广告informationage信息时代informationsearch信息搜集informationtechnology信息技术information信息informative告知性的ingredient成份in-homepersonalinterview个人家庭访谈in-houseusetests内部使用测试innovation创新innovativeness创新性installation设施in-storedisplay店内展示in-storepositioning店内布局in-storepromotion店内促销intangibles无形integratedmarketin

43、gcommunicationplan(IMC)整合营销传播计划integrationofperception感悟整合integration整合Intel因特尔intensityofmarketposition市场地位的集中程度intensity集中程度intensivedistribution密集型分销interactionsacrossmultipletargetmarkets多目的市场间的互相作用interactivemedia交互式媒体interestrates利率internaldatasources内部数据来源internalmarketing内部营销internalorganiza

44、tionalstructure内部组织构造internationaladvertising国际广告internationalchannels国际分销渠道internationaldivision国际分部internationalmarketing国际营销internationalorganizationaldesign国际组织设计internationalizationofservices服务的国际化introductorystageofproductlifecycle产品生命周期的推出阶段inventorylevel库存水平investorrelationsadvertising投资关系广告

45、issueadvertising观点广告jobbers批发商Johnson&Johnson强生jointventures合资juryofexecutiveopinion行政管理人员群体意见法justnoticeabledifference(JND)恰巧注意到的差异just-in-time(JIT)managementsystem准时制管理体系just-in-timepurchasingarrangements及keyaccountmanagement主要客户管理keyaccounts关键客户keybenefits核心利益keyenvironmentalissueidentification确定

46、主要的环境问题keyvariables关键变量key/houseaccounts关键/机构客户laboratorytests实验室测试leapfrogstrategy蛙跳战略learninghierarchy学习层级构造legalservices法律服务legislation立法legitimatepower法定权levelofcompensation酬金水平leveloftechnicalsophistication技术的复杂程度LeviStrauss李维史特劳斯Levis列维斯全球最大的牛仔服制造商lexicographicmodel词典编纂模型lifestyle生活方式limited-servicewholesalers有限服务的批发商lineextension产品线扩展linefilling产品线填充linestretching产品线延伸listprice订价LloydsofLondon伦敦劳埃德保险公司localizaitonstrategy本地化战略locationpricing场所定价location位置lodging房屋出租logisticalalliances后勤联盟long-termmemory长期记忆lostcustomer失去的顾客LouisVuitton路易威登法国著名时髦