市场营销英语词汇

1、.：.；AA. C. Nielson 尼尔森市场研讨公司absorption of costs 本钱分配accesibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理战略Acer 宏基acquisition new-product development strategy 新产品开发收买战略activity-based costing 以活动为根底的本钱系统adaptability 顺应性adaptation to market variations 顺应市场变化adaptive posit

2、ioning 顺应性定位additions to existing product lines 现有产品线的添加adequate size 准确的大小/足够的规模administered vertical marketing systems 管理式垂直营销系统administrative relationships 管理关系adopter categories 采购者的类型adoption process 采购过程advertising and market segmentation 广告与市场细分advertising and sales promotion 广告和销售促进advertisi

3、ng effects 广告效果advertising ethics 广告伦理品德advertising feedback 广告反响advertising frequency 广告频率advertising media 广告媒体advertising message 广告信息advertising reach 广告接受人数advertising source 广告信息来源advertising 广告aerobic enthusiasts 增氧健身运动喜好者aesthetics 美感affinity club 同族俱乐部after tests 事后测试agent middleman 代理商agen

4、t/merchant middleman 代理中间商allowance 折让alteration 退换AMA Code of Ethics 美国营销协会职业品德规范Amazon 亚马逊公司American Airlines 美国航空公司American Express 美国运通American Marketing Association 美国营销协会Amoco 阿莫科英国石油公司analysis of data 数据分析analyzer strategy 分析者战略Anderson 安达信annual marketing plan 年度营销方案annual requirement purcha

5、sing arrangement 年度采购需求方案anticipatory positioning 预见性定位anti-pollution legislation 反污染立法anti-trust legislation 反托拉斯立法Apple Computers 苹果电脑area structure 地域构造aspiration/expectation level 盼望/期望程度aspirations of consumers 消费者盼望assurance 保证AT&T 美国电报公司ATM (automatic teller machine) 银行自动柜员机attitudes of consu

6、mers 消费者态度attributes 属性audiences 受众auto repair 汽车维修automation services 自动效力automobile industry 汽车产业autonomy 自主权availability 可获得性/供货才干avante guardian 前卫派Avon 雅芳awareness 产品知晓度/知名度 Bbaby boomers 婴儿潮出生的一代人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

7、 codes 条形码barter 实物买卖basic physical needs 根本生理需求Bausch & Lomb 博士伦BCG Grow-Share Matrix 波士顿增长-份额矩阵before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 飞驰billing 帐单biological revoluti

8、on 生物革命birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试Blockbusterblue collars 蓝领BMW 宝马Boeing 波音bottom line 底线/盈亏一览结算线brand awareness 品牌认识/认知brand extensions 品牌扩展brand loyalty 品牌忠实度brand mark 品牌标志brand name 品牌称号brand positioning 品牌定位brand recognition 品牌识别brand strat

9、egies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brands 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Burger Kin

10、g 汉堡王busines strength rating 商业才干评分business plan 商业方案business position 运营位置business sector 商业部门business services markets 商业效力市场business strategies 运营战略business unit strategy 运营单位战略Business Week buyback allowances 回购折让buyback arrangements 产品返销buyers bargaining power 买方的讨价讨价才干buyers 采购者buying behavior

11、 购买行为buying center 采购中心buying inertia 购买惯性buying intention 购买意图buying offices 连锁商店的进货中心buying power indes (BPI) 购买力指数buying situation 采购情况/类型buying task 采购义务 Ccable TV 有线电视Cadillac 凯迪拉克Campbells Soup 金宝汤业公司capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类cash discounts 现

12、金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类Caterpillar Tractor 卡特皮勒公司Cathay Airlines 国泰航空公司CBS Records 唱片公司CBS 哥伦比亚广播公司centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel conflicts 渠道冲突channel decisions 渠道决策channel functions 渠道功能channel

13、institutions 渠道组织构造channel management 渠道管理channel objectives 渠道目的channel of distribution 分销渠道channel power 渠道权益channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道Charles Snow 查尔斯斯诺Cherokee 切诺基chevrolet 雪佛莱choice criteria 选

14、择规范Christian Dior 克里斯汀迪奥世界著名时装品牌Chrysler 克莱斯勒Citi Corp 花旗银行closing a sale 终了销售clothing retailers 服装零售商CNN 美国有线新闻网co-branding 结合品牌code of ethics 职业品德规范coercive power 强迫权cognitive dissonance 认识的不协调Colgate-Palmolive 高露洁collection of data 数据搜集collection 收款co-marketing alliances 结合营销联盟combination compens

15、ation plan 结合式薪酬方案Comdex 计算机展销会commercialization 商业化commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体company personnel 公司员工Compaq 康柏comparative advertisements 比较广告comparison of brands 品牌比较compensation deals 补偿处置compensation plan 酬金方案comp

16、ensation/rewards 酬金/奖励compensatory 补偿性的competition and industry evolution 竞争和行业演化competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive (supply-side) evolution 竞争供方演化competitive factors 竞争要素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competiti

17、ve strategy 竞争战略competitive strength 竞争优势/才干competitor analysis 竞争者分析complaint handling 赞扬处置component materials and parts markets 组成资料和零部件市场computerized ordering 计算机化的订购conclusive research 确定性研讨conditions of demand 需求情况conflict and resolution strategies 冲突和处理战略conformance to specifications 与规格一致conf

18、ormance 一致性confrontation strategy 对抗战略conjoint measurement 结合测度法conjunctive model 结合模型consumer decision-making 消费者购买决策consumer goods channels 消费品分销渠道Consumer Goods Pricing Act, USA 美国消费品定价法案consumer goods 消费品consumer markets 消费品市场consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer pr

19、omotion 消费者促销consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers perceptions 消费者感知consumption 消费contests 竞赛contingency planning 权变方案contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤离战略contractual entry modes 契约式进入方式contractual vertic

20、al marketing systems 合约式垂直营销系统contribution margin analysis 边沿奉献奉献毛利分析contributrion margin 边沿奉献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 效力的便利性Cool Whip 清凉维普co-operative advertising 协作性广告co-ordination and conflict resolution 协调与冲突处理co-production 协作消费core be

21、nefit proposition (CBP) 中心利益方案/提议corollary-data method 推定数据法corporate HQ 公司总部corporate scope 公司运营范围corporate strategy 公司战略corporate vertical marketing systems 公司式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告corrective action 矫正行动cost analysis 本钱分析cost effectiveness 本钱有效性cost leadership strat

22、egy 本钱领先战略cost of capital 资本本钱cost of goods sold (COGS) 产品销售本钱cost reductions 降低本钱产品cost-and-volume relationship 本钱-数量关系cost-oriented pricing 本钱导向定价法cost-plus/mark-up pricing 本钱加成/溢价定价法costs and benefits of marketing functions 营销职能的本钱和效益costs of competitors 竞争者本钱costs of distribution 分销本钱countertrad

23、e 对等贸易coupons 优惠券courtesy 礼貌coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing 习惯性定价法customer analysis 顾客分析customer contact 顾客接触customer demand 顾客需求customer intimacy 顾客亲密度custom

24、er loyalty 顾客忠实度customer need 顾客需求customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保管customer satisfaction 顾客称心度customer segment pricing 顾客细分市场定价customer service 顾客效力customer-oriented pricing 顾客导向定价法customers perception 顾客感知customers preferences 顾客偏好customers price sensitivity 顾

25、客的价钱敏感度customizing 定制 Ddata collection 数据搜集data confidentiality 数据严密data research 数据研讨data sources 数据来源dealers 经销商deceptive advertisements 欺骗性广告deciders 决策者declining markets 衰退市场decoding 解码defect rate 缺陷率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略defensive positionin

26、g 防御性定位delivery time 交付时间delivery 配送Dell Computers 戴尔计算机公司Delta Airlines 三角洲航空公司demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 可靠性deregulation 放松控制derived demand 衍生需求descriptive research 描画性研讨design decisio

27、ns 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期报答率determinant attributes 关键属性determinants 决议要素different responses 差别反响differentiated defender strategy 差别化防御战略differentiated marketing 差别化营销differentiation over time 不同时间的差别differentiation strategy 差别化战略differentiation 差

28、别化diffusion of innovation theory 创新分散实际dimension 要素dimensions of quality 质量维度direct costing profitability analysis 直接本钱盈利性分析direct mail 直接邮寄direct marketing via advertising media 经过广告媒体的直接营销direct marketing 直接营销direct product profitability (DPP) 直接产品盈利性/利润率direct selling 直销discount rate 贴现率discount

29、stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价战略discriminant analysis 差别分析法discriminatory adjustments 歧视价风格整discriminatory pricing adjustments 歧视定价调整disjunctive model 分别模型display space 陈列空间disposable income 可支配收入dissonance-attribution hierarchy 不调和-归属层次构造distribution channel designs 分销渠

30、道设计distribution channel objectives 分销渠道的目的distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销战略distribution 分销distributor/store (private lables) brands 分销商/私有品牌distributors 分销商diversification 多元化divest 撤离divest 出让divestment or liquidation 收回投资或清算dividend 红利dogs 瘦狗类domestic t

31、arget marketing strategies 国内目的市场定位的营销战略dropping products 放弃产品dry cleaning 干洗dual/two channel distribution systems 双重分销系统duplication 媒体反复DuPont 杜邦公司durability 耐用性 Eearly vs late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术要素economic power 经济权economies of scale 规模经

32、济education services 教育效力effectiveness 有效性efficiency 效率Electrolux 伊莱克斯emergency goods 急需品Emerson Electric 爱默生电气emotional appeals 情感诉求empathy 移情作用empirical evidence 阅历性实例empowerment 授权encoding 编码end use 最终运用endorsement 赞同engineering 产品工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment

33、and packaging disposal 环境与包装处置environment factors 环境要素environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit 公司伦理审计ethics of marketing 营销伦理品德ethnic composition 种族构成European Community 欧共体evaluation and reward systems 评价与奖励体系evaluation and selection of supplier 评价和选择供应商

34、evaluation of alternatives 评价替代品/各种选择evaluation of brands 品牌评价event sponsorship 事件资助event 活动everyday low-price (EDLP) 天天低价evoked set 引发的组合evolution of market 市场演化exchange 交换exclusive dealing 独家销售exclusive distribution 独家分销executive summary 执行摘要exhibition media 展现广告媒体existing market 现有市场exit barriers

35、 退出壁垒expansion path 扩张途径expectation measures 顾客预期测度expectations of customers 顾客期望expected unit sales 估计产量expected value 期望价值experience curve 阅历曲线experimental research 实验性研讨expert power 专长权exploratory research 探求性研讨export agents 出口代理商export jobbers 出口零售商export management company 出口管理公司export merchant

36、s 出口贸易商export 出口exporting 出口商品extended use strategy 扩展运用战略extending volume growth 扩展市场份额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 Ffacilitating agencies 辅助/中介机构factor analysis 要素分析法fads 时髦family branding 家族品牌family life cycle 家庭生命周期family struc

37、ture 家庭构造farm products 农产品fast-moving consumer goods (FMCG) 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 反响数据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 固定本钱fixed

38、 salary 固定工资flanker strategy 侧翼进攻战略flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational structure 扁平的组织构造FOB origin pricing FOB产地定价法focus strategy 集中战略followers 跟随者Ford 福特公司foreign middlemen 国外中间商forestry 林业formalization 方式/规范化formulate 制定fortress/position-def

39、ence strategy 防御堡垒战略Fortune 杂志forward integration 向前一体化franchise systems 特许系统franchising 特许运营free call numbers 免费号码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 全本钱盈利性分析full-service wholesalers 全方位效力的零售商function

40、al competencies and resource allocation 职能才干与资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍functional organizational structure 职能型组织构造functional performance 功能性能functional strategy 职能战略 Ggames 竞赛gap 差距gatekeepers 信息传送者general behavioral descriptors 普通行为变量General Ele

41、ctric (GE) 通用电气General Foods Corporation 通用食品general merchandise discount chains 群众商品折扣连锁店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 按地域组织销售队伍Gillette 吉列剔须刀global adjustments 全球调整global elite consumer seg

42、ment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制global markets 全球市场global niche strategy 全球时机战略global standardization strategy 全球规范化战略global teenage segment 全球青少年市场globalization 全球化global-market expansion 全球市场扩张goals 总目的going-rate/competitive parity pricing 竞争性平价定价法goods producers

43、产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府控制greenhouse effect 温室效应grey market 灰色市场gross domestic product (GDP) 国内消费总值gross margin 毛利gross national product (GNP) 国民消费总值gross profit 毛利gross rating points (GRPs) 总级别指数group/category p

44、roduct manager 类别产品经理growing markets 生长市场growth rate of market 市场增长率growth stage of product life cycle 产品生命周期的生长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leaders 市场指点者的市场增长战略growth-market strategy 生长性市场战略growth-market targeting strategy 生长性市场定位战略guarantee/warranty 保证/担保

45、guarantees 保证Gucci 古琦世界著名时装品牌 HHaagen-Dazs 哈根达斯hard technology 硬技术Harvard Business Review 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

46、头Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers 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 高接触效力系统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 m

47、arket 同质市场Honda 本田household/family life cycle 家庭生命周期household 家庭hybrid technology 混合技术 IIBM 国际商用机器idea generation 创意的产生/生成ideas for new products 新产品创意/想象idea-screening process 创意挑选过程identification of segments 识别细分市场Illinois Tool Works 伊利诺斯工具厂image pricing 笼统定价imitative positioning 模拟定位imitative stra

48、tegy 模拟战略impact evaluation 影响评价impersonal sources 非个人的信息来源implementation and control of marketing programs 营销方案的执行和控制implementation 实施improvements in or revisions of existing products 现有产品的改良或修正impulse buying 激动购买impulse goods 激动购买品incentives 鼓励income 收入increased penetration strategy 添加浸透战略indirect

49、costing profitability analysis 间接本钱盈利性分析individual brand 个别品牌individual value 个人价值industrial goods & services 工业产品和效力industrial goods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-business position matrix 行业吸引力-业务位置矩阵industry dynamics 产业动态industry evaluation 产业评价industry evolu

50、tion 产业演化inelastic 缺乏价钱弹性influencers 影响者infocommunications industry 信息通讯行业infomercials 商业信息广告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 内部运用测试innovation 创新innovativeness 创新性insta

51、llation 设备in-store display 店内展现in-store positioning 店内规划in-store promotion 店内促销intangibles 无形integrated marketing communication plan (IMC) 整合营销传播方案integration of perception 感知整合integration 整合Intel 因特尔intensity of market position 市场位置的集中程度intensity 集中程度intensive distribution 密集型分销interactions across

52、multiple target markets 多目的市场间的相互作用interactive media 交互式媒体interest rates 利率internal data sources 内部数据来源internal marketing 内部营销internal organizational structure 内部组织构造international advertising 国际广告international channels 国际分销渠道international division 国际分部international marketing 国际营销international organi

53、zational design 国际组织设计internationalization of services 效力的国际化introductory stage of product life cycle 产品生命周期的推出阶段inventory level 库存程度investor relations advertising 投资关系广告issue advertising 观念广告 JJaquar 美洲豹Jell-O 吉露jobbers 零售商Johnson & Johnson 强生joint ventures 合资jury of executive opinion 行政管理人员群体意见法ju

54、st noticeable difference (JND) 恰巧留意到的差别just-in-time (JIT) management system 准时制管理体系just-in-time purchasing arrangements 及时采购安排 KKao 花王Keiritsu 凯莱通Kellogg 凯洛格公司Kentucky Fried Chicken (KFC) 肯德基key account management 主要客户管理key accounts 关键客户key benefits 中心利益key environmental issue identification 确定主要的环境

55、问题key variables 关键变量key/house accounts 关键/机构客户Kmart 凯玛特Kodak 柯达Komatsu 小松公司Kraft 卡芙 Llaboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级构造legal services 法律效力legislation 立法legitimate power 法定权level of compensation 酬金程度level of technical sophistication 技术的复杂程度Levi Strauss 李维史特劳斯Levis 列

56、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 有限效力的零售商line extension 产品线扩展line filling 产品线填充line stretching 产品线延伸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

57、长期记忆lost customer 失去的顾客Louis Vuitton 路易威登法国著名时髦品牌low-contact service system 低接触效力系统low-cost defender 低本钱防御型low-cost position 低本钱位置low-involvement hierarchy 低参与程度层级构造Lucent Technologies 朗讯科技 Mmacro 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

58、 坚持市场份额maintenance strategy 坚持战略management overhead 管理费mandatory adaptation 强迫性顺应manufacturer brand 制造商/全国性品牌manufacturers agents/representatives 消费商的代理商/销售代表manufacturers export agents (MEA) 制造商出口代理manufacturers sales offices/branches 消费商的销售办事处/分支机构manufacturing process 制造过程manufacturing 制造业market

59、aggregation strategy 整体市场战略market attractiveness factors 市场吸引力要素market attractiveness 市场吸引力market attractiveness/business position matrix 市场吸引力/业务位置矩阵market 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 stra

60、tegy 市场扩张战略market factors 市场要素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 市场指点者market measurement 市场丈量market opportunity analysis 市场时机分析market oriented 以市场为导向的market position factors 市场位置要素market positioning analysis 市场定位分析market potential me