市场营销专业词汇中英文对照表（38页）.docx

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1、市场营销专业词汇中英文对照表（DOC38页）Marketing Management 营销管理New Products Development 新产品开发Service Industry Marketing 服务业营销Advertising 广告Business Negotiation 商业谈判International Marketing 国际市场营销Sales Channels 销售渠道Public Relationship 公共关系Consumer Behavior 消费者行为Systems of Management Information 管理信息、系统Marketing Resea

2、rch 营销调研accesibility可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略positioning 定位additions to existing product lines 现有产品线的增加administered vertical marketing systems 管理式垂直营销系统market segmentation 市场名田分sales promotion 销售促进advertising feedback 广告反馈advertising frequency 广告频率adver

3、tising media 广告媒体advertising reach 广告同意人数advertising message 广告信息advertising source 广告信息来源agent middleman 代理商allowance 折让alteration 退换American Marketing Association 美国营销协会annual marketing plan 年度营销计戈Uassurance 保证attitudes of consumers 消费者态度availability可获得性/供货能力awareness （产品）知晓度/知名度baby boomers婴儿潮出生的

4、一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes条形码barter实物交易basic physical needs基本生理需要BCG Grow-Share Matrix波士顿增长-份额矩阵export jobbers 出口批发商export management company 出口管理公司export merchants 出口贸易商export 出 口exporting 出 口商品extended use strategy 扩大

5、使用战略extending volume growth 扩大市场份额external data sources 外部数据来源external environment 外部环境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fads时尚family branding 家族品牌family life cycle家庭生命周期family structure 家庭结构farm products 农产品fast-moving consumer goods (FMCG)

6、快速变动的消费品fear appeals恐惧/顾虑诉求features 特征Federal 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fixed costs 固定成本fixed salary固定工资flanker strategy侧翼进攻战略flanker/fighting brand 战斗品牌flank

7、ing and encirclement strategies 侧翼进攻与围堵战略flat organizational structure 扁平的组织结构FOB origin pricing FOB 产地定价法focus strategy 集中战略followers追随者Ford福特公司foreign middlemen 国外中间商forestry 林业formalization形式/规范化formulate 制J定fortress/pos it ion-defence strategy 防御堡垒战略Fortune财富杂志forward integration 向前一体化franchise

8、systems 特许系统franchising特许经营free call numbers免费电话号码free goods免费商品freight-absorption pricing 免收运费定价法fringe benefits 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 efficie

9、ncy 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 performance 功能性能functional strategy 职能战略games比赛gap差距gatekeepers 信息传递者general behavioral descriptors 通常行为变量General Electric (GE)通用电气General Foods Corporation 通用食品general merchandise discoun

10、t 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 sales 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 全球营销操纵global ma

11、rkets 全球市场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globalization 全球化global-market expansion 全球市场扩张goals总目标going-rate/competitive 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 政府米购者government

12、market 政府市场government regulation 政府管制greenhouse effect 温室效应grey market灰色市场gross domestic product (GDP)国内生产总值gross margin 毛禾gross national product (GNP)国民生产总值gross profit 毛利gross rating points (GRPs)总级别指数group/category product manager 类另ll产品经理growing markets 成长市场growth rate of market 市场增长率growth stag

13、e of product life cycle产品生命周期的成长阶段growth-ex tens i on 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guarantees 保证Gucci古琦(世界著名时装品牌)Haagen-Dazs哈根达斯hard technology 硬技术Harvard Busine

14、ss Review哈佛商业评论harvest 收获harvesting pricing 收获定价法harvesting strategy 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 CompanyHeinz亨氏食品helpfulness 有益性Henkel汉高Hertz赫兹（美国汽车租赁巨头）Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover ret

15、ailers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 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Hilton希尔顿Holiday Inns假日旅馆homogeneous market 同质市场Honda本田household/family life cycle 家庭生命周期household 家庭hybrid technology

16、 混合技术idea generation创意的产生/生成ideas for new products 新产品仓意/构想idea-screening process 仓ll意筛选过程identification of segments 识别细分市场Illinois Tool Works伊利诺斯工具厂image pricing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 marketi

17、ng programs 营销计划的执行与操纵 implementation 实施improvements in or revisions of existing products 现有产品的改良或者彳修 正 impulse buying 冲动购买impulse goods冲动购买品incentives 激励income收入increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接成本盈利性分析individual brand 个别品牌individual value 个人价值industrial

18、 goods & services 工业产品与月艮务industrial goods channels 工业品分销渠道industry attractiveness 行业吸弓|力industry attractiveness-business position matrix 行业吸引力一业务地位矩 阵 industry dynamics 产业动态industry evaluation 产业评估industry evolution 产业演变inelastic缺乏价格弹性influencers 影响者infocommunications industry 信息通信行业infomercials商业信

19、息广告information age 信息时代information search 信息、搜集information technology 信息技术information 信息、informative告知性的ingredient 成份in-home personal interview 个人家庭访谈in-house use tests内部使用测试innovation 仓惭innovativeness 仓ll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intangibl

20、es 无形integrated marketing communication plan (IMC)整合营销传播计戈Uintegration of perception 感知整合integration 整合Intel因特尔 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 interest rates 利率internal dat

21、a sources 内部数据来源internal marketing 内部营销international international international international internationalinternational international international international internationalinternal organizational structure 内部组织结构 advertising国际广告channels国际分销渠道division国际分部marketing国际营销organizational design 国际组织设计

22、 internationalization of services 月艮务的国际化 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 观点广告jobbers批发商Johnson & Johnson 强生 joint ventures 合资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 j

23、ust-in-time (JIT) management system 准时制管理体系 just-in-time purchasing arrangements 及key account management 要紧客户管理key accounts关键客户key benefits核心利益key environmental issue identification 确定要紧的环境问题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

24、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Levis列维斯（全球最大的牛仔服制造商） lexicographic model词典编纂模型 lifestyle生活方式 limited-service wholesalers 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

25、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 location 位置 lodging房屋出租 logistical alliances 后勤联盟 long-term memory 长期经历 lost customer 失去的顾客Louis Vuitton路易威登（法国著名时尚品牌） 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-

26、involvement hierarchy低参与程度层级结构 macro risks宏观风险 macroenvironment 宏观环境 macrosegmentation 宏观细分 mail-order retailers 邮购零售商 maintaining market share 保持市场份额 maintenance strategy 保持战略management overhead 管理费mandatory adaptation 强制性习惯manufacturer brand制造商/全国性品牌manufacturers agents/representatives 生产商的代理商/销售代

27、表manufacturers export agents (MEA)制造商出 口代理manufacturers sales offices/branches生产商的销售办事处/分支机构manufacturing process 制造过程manufacturing 制造业market aggregation strategy 整体市场战略market attractiveness factors 市场吸弓|力因素market attractiveness 市场吸弓I力market attractiveness/business position matrix 市场吸引力/业务地位矩阵market

28、 circumstances 市场环境market demorgraphics 市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战略market exclusion 市场排斥market expansion strategy 市场扩张战略market factors 市场因素market followers市场跟随者market growth rate 市场增长率market hirarchy 市场等级market inclusion 市场纳入market leaders市场领导者market measurement 市场

29、测量market opportunity analysis 市场机会分析market oriented以市场为导向的market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜力测度market research 市场研究market segment 细分市场market segmentation 市场名用分market share 市场份额market targeting目标市场选择market市场marketability市场开拓能力market-entry

30、 strategies 市场进入战略marketing action plan 营销行动计戈Umarketing audit 营销审计marketing channel 营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销操纵marketing decision support systems (MDSS)营销决策支持系统marketing environment audit 营销环境审计marketing flows and

31、functions 营销过程与职能marketing function area audit营销功能领域的 审计marketing implications of 对营销的影响marketing information system 营销信息、系统marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合marketing policy 营销策略marketing productivity area audit营销生产力领域的审计marketing program co

32、mponents 营销计戈ll内容marketing program营销计划/方案marketing relationship 营销关系marketing research 营销研究marketing strategy 营销战略market-management organizational structure 市场管理组织结构mark-up price产品/溢价价格Marlboro万宝路Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场渗透战略mass-market strategy 大市场战略matrix organizati

33、onal structure 矩阵组织结构Matsushita日本松下电子mature conformists成熟的随大流者mature markets 成熟市场mature stage of product life cycle产品生命周期的成熟阶段McDonalds 麦当劳McDonnell Douglas 麦道公司MCI电讯公司(前世界通信公司)MDSS (Marketing-Decision Support System)市场决策支持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准media audie

34、nces 媒体受众medical and health services 医疗卫生服务Medico Containment Servicesmemory of consumers 消费者经历Mercedes-Benz梅赛德斯-奔驰Mercer Management Consulting美国美智管理顾问公司merchandising 推销merchant middlemen国内贸易中间商merchant wholesalers 商业批发商message structure 信息结构Michael Porter迈克尔-波特micro risks微观风险microsegmentatioin 微观细分

35、Miller Tyding ACT, USA 米勒泰丁法案minging 矿业Minnesota Mining and Manufacturing Company (3M)明尼苏达矿业与制造公司Minolta美能达miscellaneous sources 多方面来源mission 宗旨missionary selling 推销式销售Mitsubishi Heavy Industries 三菱重工modified rebuy 调整再购monosegment positioning 单一细分市场定位Monsanto孟山都农业生物技术公司moral appeals伦理/道德诉求morals道德Mo

36、torola摩托罗拉multichannel distribution 多渠道分销multidimensional scaling 多维等级法multilevel selling 多级销售multinational coporations (MNCs) 跨国公司before tests事前测试Behavior Scan Information Resources Inc.彳亍为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Ben

37、z奔驰billing 帐单birth rate出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较，则试blue collars 蓝领bottom line底线/盈亏一览结算线brand awareness品牌意识/认知brand extensions 品牌扩展brand loyalty品牌忠诚度brand mark品牌标志brand name品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand品牌branding

38、 strategy 品牌化战略branding品牌化brand5 s equity品牌的价值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产品线的宽度或者多样性bribery 贿赂British Airways英国航空公司brokers经纪人budgeting 预算bundle捆绑Bureau of Census 人口 统计局busines strength rating 商业能力评分business

39、plan 商业计划business position 经营地位business sector 商业部门business services markets 商业服务市场business strategies 经营战略business unit strategy 经营单位战略buyback allowances 回贝勾折让multiple test markets 多测试市场 multiple-brand strategy 多品牌战略 multiple-factor index 多因素指数法 multisegment positioning 多重细分市场定位 mutual trust相互信任nat

40、ional account management 全国性客户管理national market 国内市场National Semiconductor美国国家半导体公司natural products 天然产品NEC日本电子Nescafe雀巢咖啡Nestle雀巢net sales净销售额network computer (NC)网络计算机new business selling 新业务销售new buy购入新产品new entrants 新进入者new markets 新市场new materials 新材料New Prod screening model新普罗德筛选模型new product

41、lines 新产品线new products 新产品new-product development 新产品开发new-product ideas 新产品仓ll意Newsweek新闻周刊new-task buying 全新采购new-to-the-world products 世界性新产品niche penetration strategy壁龛/机会市场渗透战略 niche-market strategy 壁龛市场战略Nike耐克Nissan尼桑no-brand brand name无品牌的品牌名称no-frills product 无虚饰产品noise in communication sys

42、tem 传播系统中的噪音 non-financial rewards非物质性奖励措施 non-probability sampling 非概率抽样 non-profit organization 非盈利组织non-store retailing 无店铺零售业number of stockouts 迟滞数目object-and-task method of promotion budgeting 目标-任务促销预算法objectives and strategy area audit目标与战略领域的审计objectives具体目标observation 观察法occupancy costs 房屋

43、占用成本occupation/position 职业/职位odd pricing奇/余数定价法OEM (original equipment manufacturer)原始设备制造商oeverall quality 总体质量off-invoice discounts发票之外的折扣offsets抵消交易Omega欧米加on-air testing 广播测试OPEC (Organization of Petroleum Exporting Countries)欧佩克(石油输出 国组织)opening relationships 建立关系operating supplies 生产供应品operati

44、onal excellence 运作管理水平opinion leaders意见领导者opportunity cost 机会成本opportunity identification 机会识另Uopportunity/threat matrix 机会/威胁矩阵order cycle time 订货周期order processing 订单处理organisational level 组织层次organizaitonal requirement planning 组织需求计戈Uorganization area audit 组织领域的审计organizational organizational o

45、rganizational organizationalorganization buying center 组织米购中心 customer组织顾客direct selling 组织直销markets组织市场purchasing组织采购 organzational structure 组织结构 outdoor enthusiasts 户外运动爱好者 out-of-home media户外广告媒体overall cost leadership 全面成本领先overheads 日常开支overseas direct investment 海夕卜直接投资ownership of new produc

46、t 新产品所有权packaging 包装panel of experts 专家小组parentage 渊源parties involved交换中的各方payment terms 支付条款pay-off control 支出操纵penetration pricing 渗透定价Pepsi-Cola百事可乐perceived customer value 顾客感知价值perceived quality感知到的质量perceived value感知到的价值percentage of sales promotion budgeting method 销售额百分比促销预算法perceptions of c

47、onsumers 消费者感知/懂得perceptual (product) pisitioning 感知(产品)定位perceptual map 感知图perceptual organization 感知组织perceptual vigilance 感性的警惕performance dimension 业绩标准performance evaluation 业绩评估performance measures 表现/业绩测度performance objective 绩效目标performance standards 绩效标准performance 功能perishability 非持久性perso

48、nal selling 人员推销personal sources个人的信息来源personnel development 人力资源开发persuasive说服性的pharmaceuticals industry 医药行业physical (product) positioning 物理(产品)定位physical descriptors 物理变量physical distribution 实物分销Pillsbury皮尔斯博瑞pioneers先入者Pizza Hut必胜客place utility地点效用planning and control system area audit计划与操纵系统领域的审计point of sale information 销售点信息point-of-purhcase (POP) promoti