Marketing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benchmarking基准benefitclusters利益群体MarketingManagement营销管理NewProductsDevelopment新产品开发ServiceIndustryMarketing服务业营销Advertising广告BusinessNegotiation商业谈判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accessibility可进入性accessoryequipmentmarkets附属设备市场accountmanagementpolicies客户管理策略positioning定位marketsegmentation市场细分salespromotion销售促进advertisingfeedback广告反馈advertisingfrequency广告频率advertisingmedia广告媒体advertisingreach广告接受人数advertisingmessage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banneradvertisements横幅标语广告barcodes条形码barter实物交易basicphysicalneeds基本生理需要BCGGrowShareMatrix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benefits利益Benz奔驰billing帐单birthrate出生率blanketpurchaseorder一揽子采购合同blind-pairedcomparisontesting双盲比较测试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品牌忠诚度brandmark品牌标志brandname品牌名称brandpositioning品牌定位brandrecognition品牌识另ljbrandstrategies品牌战略brand品牌brandingstrategy品牌化战略branding品牌化brand,sequity品牌的价值break-evenanalysis盈亏平衡分析break-evenvolume盈亏平衡产量breathofproductassortment产品线的宽度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businessstrengthrating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businessunitstrategy经营单位战略buybackallowances回购折让buybackarrangements产品返销buyers,bargainingpower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1buyingsituation采购情况/类型buyingtask采购任务capitalgains资本收益capitalinvestedinproduct产品投入资本Carnival嘉年华cashcows现金牛类cashdiscounts现金折扣cataloguesales目录销售categorizationofperception感知分类categorization分门别类centralization集中化chameleons/followers变色龙/星艮随者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渠道组织结构channelmanagement渠道管理channelobjectives渠道目标channelofdistribution分销渠道channelpower渠道权力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强制权cognitivedissonance认识的不协调collectionofdata数据收集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传播过程communication信息交流/沟通communicationsmedia传播媒体companypersonnel公司员工comparativeadvertisements比较广告comparisonofbrands品牌比较compensationdeals补偿处理compensationplan酬金方案compensation/rewards酬金/奖励compensatory补偿性的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conformancetospecifications与规格一致conformance一致性confrontationstrategy对抗战略conjointmeasurement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consumers'perceptions消费者感知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/战略性撤退战略contractualentrymodes契约式进入模式contractualverticalmarketingsystems合约式垂直营销系统contributionmarginanalysis边际贡献（贡献毛利）分析contributionmargin边际贡献controlstrategies控制战略conveniencefoodstores便利食品商店conveniencegoods便利品convenience服务的便利性corebenefitproposition(CBP)核心利益方案/提议corollary-datamethod推定数据法corporateHQ公司总部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-plus/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交叉弹性customarypricing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顾客忠诚度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顾客导向定价法customers,perception顾客感知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-productdevelopmentstrategy防御性新产品开发战略defensivepositioning防御性定位deliverytime交付时间delivery酉己送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descriptiveresearch描述性研究designdecisions设计决策desiredpercentagemark-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差别反应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dimension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discriminantanalysis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-归属层次结构distributionchanneldesigns分销渠道设计distributionchannelobjectives分销渠道的目标distributionchannel分销渠道distributiondecisions分销决策distributionpolicies分销策略distribution分销distributor/store(privatelabels)brands分销商/私有品牌distributors分销商diversification多元化divest撤退divest出让divestmentorliquidation收回投资或清算dividend红利domestictargetmarketingstrategies国内目标市场定位的营销战略droppingproducts放弃产品dual/twochanneldistributionsystems双重分销系统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经验性实例empowerment授权encoding编码enduse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evaluationandrewardsystems评估与奖励体系evaluationandselectionofsupplier评估和选择供应商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预计产量expectedvalue期望价值experiencecurve经验曲线experimentalresearch实验性研究expertpower专长权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exportmerchants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夕卜部环境extrapolationofpastsalestrends过去销售趋势推测法facilitatingagencies辅助/中介机构factoranalysis因素分析法fads时尚familybranding家族品牌familylifecycle家庭生命周期familystructure家庭结构farmproducts农产品fast-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FederalTradeCode(FTC)联邦贸易法案FedEx(FederalExpress)联邦快递feedbackdata反馈数据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flankingandencirclementstrategies侧翼进攻与围堵战略flatorganizationalstructure扁平的组织结构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franchising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按销售职能组织销售队伍functionalorganizationalstructure职能型组织结构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大众商品折扣连锁店GeneralMotors通用汽车geodemographics区域人口统计特征geographicadjustments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全球机会战略globalstandardizationstrategy全球标准化战略globalteenagesegment全球青少年市场globalization全球化global-marketexpansion全球市场扩张goals总目标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grossnationalproduct(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growth-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《哈佛商业评论》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高参与产品high-involvementpurchase高参与购买hightmarketshare高市场份额战略Hilton希尔顿HolidayInns假日旅馆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仓1J意的产生/生成ideasfornewproducts新产品创意/构想idea-screeningprocess创意筛选过程identificationofsegments识别细分市场IllinoisToolWorks伊利诺斯工具厂imagepricing形象定价imitativepositioning模仿定位imitativestrategy模仿战略impactevaluation影响评估impersonalsources非个人的信息来源implementationandcontrolofmarketingprograms营销计划的执行和控制implementation实施improvementsinorrevisionsofexistingproducts现有产品的改良或修正impulsebuying冲动购买impulsegoods冲动购买品incentives激励income收入increasedpenetrationstrategy增加渗透战略indirectcostingprofitabilityanalysis间接成本盈利性分析individualbrand个别品牌individualvalue个人价值industrialgoods&services工业产品和服务industrialgoodschannels工业品分销渠道industryattractiveness行业吸弓|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influences影响者info-communicationsindustry信息通信行业infomercials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integratedmarketingcommunicationplan(IMC)整合营销传播计划integrationofperception感知整合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多目标市场间的相互作用interactivemedia交互式媒体interestrates利率internaldatasources内部数据来源internalmarketing内部营销internalorganizationalstructure内部组织结构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学习层级结构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Levi's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Loyd,sofLondon伦敦劳埃德保险公司localizationstrategy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(法国著名时尚品牌)low-contactservicesystem低接触服务系统low-costdefender低成本防御型low-costposition低成本地位low-involvementhierarchy低参与程度层级结构macrorisks宏观风险macro-environment宏观环境macro-segmentation宏观细分mail-orderretailers邮购零售商maintainingmarketshare保持市场份额maintenancestrategy保持战略managementoverhead管理费mandatoryadaptation强制性适应manufacturerbrand制造商/全国性品牌manufacturers,agents/representatives生产商的代理商/销售代表manufacturers,exportagents(MEA)制造商出口代理manufacturers,salesoffices/branches生产商的销售办事处/分支机构manufacturingprocess制造过程manufacturing制造业marketaggregationstrategy整体市场战略marketattractivenessfactors市场吸弓［力因素marketattractiveness市场吸弓|力marketattractiveness/businesspositionmatrix市场吸引力/业务地位矩阵marketcircumstances市场环境marketdemographics市场人口分布/统计特征marketdimension市场量度marketentrystrategies市场进入战略marketexclusion市场排斥marketexpansionstrategy市场扩张战略marketfactors市场因素marketfollowers市场是艮随者marketgrowthrate市场增长率markethierarchy市场等级marketinclusion市场纳入marketleaders市场领导者marketmeasurement市场测量marketopportunityanalysis市场机会分析marketoriented以市场为导向的marketpositionfactors市场地位因素marketpositioninganalysis市场定位分析marketpotentialmeasurements市场潜力测度marketresearch市场研究marketsegment细分市场marketsegmentation市场细分marketshare市场份额markettargeting目标市场选择market市场marketability市场开拓能力market-entrystrategies市场进入战略marketingactionplan营销行动计划marketingaudit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营销过程和职能marketingfunctionareaaudit营销功能领域的审计marketingimplicationsof对营销的影响marketinginformationsystem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-managementorganizationalstructure市场管理组织结构mark-upprice产品/溢价价格Marlboro万宝路MarriottHotel万豪酒店mass-marketpenetrationstrategy大规模市场渗透战略mass-marketstrategy大市场战略matrixorganizationalstructure矩阵组织结构Mitsubishi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McDonald's麦当劳McDonnellDouglas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美国美智管理顾问公司merchandising推销

merchantmiddlemen国内贸易中间商merchantwholesalers商业批发商messagestructure信息结构MichaelPorter迈克尔-波特microrisks微观风险microsegmentation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multinationalcorporations(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multisegmentpositioning多重细分市场定位mutualtrust相互信任nationalaccountmanagement全国性客户管理nationalmarket国内市场NationalSemiconductor美国国家半导体公司naturalproducts天然产品NEC日本电子Nescafe雀巢咖啡Nestle雀巢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newmarkets新市场newmaterials新材料NewProdscreeningmodel新普罗德筛选模型newproductlines新产品线newproducts新产品new-productdevelopment新产品开发new-productideas新产品创意Newsweek《新闻周刊》new-taskbuying全新采购new-to-the-worldproducts世界性新产品nichepenetrationstrategy壁龛/机会市场渗透战略niche-marketstrategy壁龛市场战略Nike耐克Nissan尼桑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-profitorganization非盈利组织non-storeretailing无店铺零售业numberofstock-outs迟滞数目object-and-taskmethodofpromotionbudgeting目标-任务促销预算法objectivesandstrategyareaaudit目标与战略领域的审计objectives具体目标observation观察法occupancycosts房屋占用成本occupation/position职业/职位oddpricing奇/余数定价法OEM(originalequipmentmanufacturer)原始设备制造商overallquality总体质量off-invoicediscounts发票之外的折扣10offsets抵消交易

10Omega欧米加on-airtesting广播测试OPEC(OrganizationofPetroleumExportingCountries)欧佩克(石油输出国组织)openingrelationships建立关系operatingsupplies生产供应品operationalexcellence运作管理水平opinionleaders意见领导者opportunitycost机会成本opportunityidentification机会识另ijopportunity/threatmatrix机会/威胁矩阵ordercycletime订货周期orderprocessing订单处理organizationallevel组织层次organizationalrequirementplanning组织需求计划organizationareaaudit组织领域的审计organizationbuyingcenter组织采购中心organizationalcustomer组织顾客organizationaldirectselling组织直销organizationalmarkets组织市场organizationalpurchasing组织采购organizationalstructure组织结构outdoorenthusiasts户外运动爱好者out-of-homemedia户外广告媒体overallcostleadership全面成本领先overheads日常开支overseasdirectinvestment海夕卜直接投资ownershipofnewproduct新产品所有权packaging包装panelofexperts专家小组parentage渊源partiesinvolved交换中的各方paymentterms支付条款pay-offcontrol支出控制penetrationpricing渗透定价Pepsi-Cola百事可乐perceivedcustomervalue顾客感知价值perceivedquality感知到的质量perceivedvalue感知到的价值percentageofsalespromotionbudgetingmethod销售额百分比促销预算法perceptionsofconsumers消费者感知/理解perceptual(product)positioning感知(产品)定位perceptualmap感知图perceptualorganization感知组织perceptualvigilance感性的警惕performancedimension业绩标准performanceevaluation业绩评估performancemeasures表现/业绩测度performanceobjective绩效目标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persuasive说服性的pharmaceuticalsindustry医药行业physical(product)positioning物理(产品)定位physicaldescriptors物理变量physicaldistribution实物分销Pillsbury皮尔斯博瑞pioneers先入者PizzaHut必胜客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模式positionintensity地位集中程度11positioning定位

11possessionutility拥有效用post-purchasedissonance购买后的不协调post-purchaseevaluation购买后评估post-purchase/after-saleservice售后服务potentialadvantages潜在优势potentialcustomer潜在顾客potentialmarket潜在市场potentialtargetmarket潜在目标市场powerindistribution分销权力powerofbuyers购买者能力powerofsuppliers供应商能力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-testmarketresearch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pricepromotion价格促销pricequotation报价pricesensitivity价格敏感度pricestructure价格结构price价格price/earningsration价格/收益比price-offpromotions降价促销price-settingprocess定价过程pricingadjustments定价调整pricingpolicies价格策略pricing定价primarydemand基本需求primarysources第一类/主要数据printmedia印刷媒体private/for-profitorganization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problemidentification确定问题processmanagement过程管理Procter&Gamble(P&G)宝洁公司productline产品线productavailability产品的可获得性productcategory产品类另ljproductclass产品类别productdecisions产品决策productdesign产品设计productdevelopment产品开发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productline产品线productmanageraudit产品经理审计productoffering供应品productorganizaitonofsalesforce按产品组织销售队伍productpolicies产品策略productpositioning产品定位productquality产品质量productscope产品范围productspace产品位置productspecifications产品规格productsystems产品体系producttype产品类型productusage产品用途product产品12product(ion)-orientedorganization产品/生产导向型组织

12production生产product-linepricingadjustments产品线定价调整product-managementorganizationalstructure产品管理组织结构product-marketentrycontrol产品一市场进入控制product-relatedbehavioraldescriptors与产品相关的行为变量product,smarketcharacteristics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预计损益表projectivetests投影测试promotiondecisions促销决策promotionmix促销组合promotionpolicies促销策略promotion促销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psycho-graphics心理统计特征psychologicalcost心理成本psychologicalpricing心理定价法publicorganization公共组织publicrelations公共关系publicutilities公共设施publicity公共宣传pullstrategyforcontrolofdistributionchannels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purchasingcontract采购合同purchasingmanager/agent采购经理/代理purchasingpowerparity(PPP)购买力平价指数pushmoney/spiffs佣金pushstrategyforcontrolofdistributionchannels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quality质量quantitydiscount数量折扣questionmarks问题类questioning询问法quotas定额R&Dexpenditure研究开发战略raceandethnicorigin种族和民族rackjobbers供应超级市场的批发商radio无线电广播rankordering排序rateofadoption采购率rate-of-return/targetreturnpricing回报率/目标回报定价法rationalappeals理性诉求rationale基本原理rawmaterials原材料reactiveandproactiveresponses反应及前摄策略reactivenew-productdevelopmentstrategyreactorstrategy反应型战略realestate房地产rebates回扣recalltests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13recreation娱乐业

13recruitmentandselection招聘与选拔recyclingofpackaging包装回收(利用)Reebok锐步referencegroup参照群体referentpower参照权refocus巩固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re-seller中间商residentbuyers常驻采购员resourceallocation/deployment资源配置responsestrategies反应策略responsetocommunication传播响应responsivestrategy反应型新产品开发战略responsiveness响应性retailcoveragestrategy零售范围战略RetailIndex零售指数retailoutlets零售店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rewardsystems奖励系统rivalrydeterminants竞争决定因素rivalry竞争对手RobertMiles罗伯特•迈尔斯Rockwell洛克威尔Rolex劳力士Rolls-Royce劳斯莱斯roster名册salary薪金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salesanalysis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salesmanagement销售管理salesorganization销售组织salesperformance销售表现/业绩salespersonnelincentives销售人员激励salespersonnel销售人员salesplanning销售计划salespotential销售潜力salespromotion销售促进/促销salesterritory销售地区salestrends销售趋势sales销售额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14scaledmeasures比例测度

14scoringmodels评判模型screeningofideas创意筛选sealedbidding招标Sears西尔斯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细分与目标选择segmentationcriteria细分标准segmentationdescriptors市场细分变量segmentation市场细分Seiko日本精工株式会社（全球著名的打印机生产商）selectivedemand选择性需求selectivedistribution选择分销selectiveexposure选择性接触selectiveperception选择性感知/理解selectiveretention选择性保留self-employedperson独立经营的个人self-managingteams自我管理团队self-oriented自我导向型sellinggroups销售团队sellingproposition销