工商管理专业英语词汇 ppt课件 (2)

Unit oneformal organization 正式组织division of labor 劳动分工departmentalization 部门化delegation 授权stakeholders 利害相关者organizational chart 组织结构图flatter organization 扁平组织cash flow 现金流量trade credit 商业信用short-term loans 短期贷款commercial paper商业票据life insurance companies 人寿保险公司pension funds 退休基金bonds 债券stocks 股票unit twomacroeconomics 宏观经济学national income theory 国民收入理论inflation通货膨胀deflation通货紧缩the level of interest rates 利率水平international trade balance国际贸易平衡monetary policy 货币政策fiscal policy财政政策unemployment rate 失业率price index 价格指数the consumer price index 消费价格指数the producer price index 生产价格指数the GDP price deflator GDP 价格平减指数nominal GDP 名义GDPreal GDP实际GDPdisposable income 可支配收入transfer payment 转移支付substitution effect 替代效应income effect 收入效应equilibrium price均衡价格equilibrium output均衡产出oil embargo 石油禁运multiplier effect 乘数效应expansionary monetary policy扩张货币政策time lags 时滞unit fourindustrial organization theory 产业组织理论sustained competitive advantage 可持续竞争优势contingency theory 权变理论the board of directors 董事会information symmetry 信息对称resource-based theory 资源基础理论unit fivehuman resource management 人力资源管理recruitment 招聘piece rate 计件工资率merit pay绩效工资job analysis 工作分析psychological assessment 心理评估semi-structured interview 半结构化面试16PF 卡特尔16种人格因素测试performance appraisal 绩效评价unit sixAmerican marketing association 美国市场营销协会line function 生产性职能staff function 服务性职能promotional mix 促销组合personal selling 人员推销unit sevenconsumer behavior 消费者行为consumer decision process 消费决策过程market segmentation 市场细分target market 目标市场unit eightplastic money 信用卡electronic commerce 电子商务banner advertisement 条幅广告brick-and-mortar business model 传统的有固定经营场所的经营模式search products 搜索式产品experience products 体验式产品customer relationship management 顾客关系管理欢迎您的下载，资料仅供参考！致力为企业和个人提供合同协议，策划案计划书，学习资料等等打造全网一站式需求。

工商管理专业英语词汇手册商学院2009年1月目录管理学 (3)组织行为学 (5)市场营销学 (11)经济学 (28)商务谈判 (34)财务管理 (40)质量管理 (47)管理学absenteeism缺勤率achievement-oriented leadership成就取向型领导acquisition购买adaptability适应性administrative ability行政管理能力administrator 行政人员advanced technology先进技术affection情感affiliation needs 归属的需要affiliation归属aggressiveness进取性antagonism 敌对appraisal tool评价工具appraisal鉴定approval procedure 批准程序approval批准aspiration抱负assessment 评估attitude态度authority职权autocratic leader专制式领导balance sheet资产负债表behavior science行为科学behavior表现board of director董事会bonus奖金budget预算business ethics competitive price有竞争力的价格business 商业capacity to produce生产能力capital outlay 资本支出capital shortage资金短缺cash flow现金流量cash position 现金状况company image公司形象company公司compensation报酬controlling 控制confidence信心conflict of interests利益冲突conflict 冲突conglomerate resource大型联合企业资源consistency strategy应变策略consistency一致性control device控制手段coordinate协调counselor顾问customer service strategy顾客服务策略delegation of authority授权democratic leader民主式领导demographic factor人口因素derivative policy派生政策desire欲望deviation偏差devotion 奉献discretion 灵活性diversification多种经营dividend股息division general manager分公司总经理dynamic 动态的eclectic折中economic system经济体系effectiveness 效果efficiency效率end result 最终结果enterprise企业enthusiasm热情entrepreneur企业家equipment 设备esteem needs尊敬的需要esteem尊敬expense account开支帐户external environment外部环境feasibility可行性feedback反馈flexible灵活的followership追随franchise 特许经营free-rein leader自由放任式领导general manager总经理geographic factor地理因素group objective 集体目标growth goal增长目标human input人力投入human relation人际关系hygiene motivator保健激励因素individuality个性industry产业ingredient要素innovation 创新inspection record检验记录inspire鼓舞instrumental leadership 指导型领导intelligence智力internal environment内部环境interpersonal skills人际交往能力inventory 存货joint venture 合资企业labor dispute劳资纠纷labor-hour工时latitude自主权law法律layoff解雇leader behavior领导行为leading 领导liquidation strategy 破产政策loyalty忠诚machine-hour机时machinery机器maintenance 维持major decision主要决定management by objectives目标管理managerial decision管理决策商业道德managerial function管理职能manager经理market share市场占有率merit system考绩制度mission/ objective 目标modern operational management现代经营管理morale士气motivate 激励motivational techniques激励方法motivation激励needs for self-actualization自我实现的需要obedience 服从opportunity机会optimistic乐观的organizational culture组织文化organizing 组织overall budget总预算participative leadership参与型领导payroll工资表performance业绩performance业绩personal interest个人利益persistence毅力personal responsibility个人责任personal worth个人价值personality性格pervasiveness fear普遍性忧虑pessimistic悲观的physiological needs生理的需要planning计划power权利policy 政策portfolio matrix资产组合距阵practitioner实际工作者prejudice偏见pressure 压力primacy 领先性principle原理priority 优先probability概率procedure程序process步骤procurement采购productivity生产率productivity生产率product产品product line产品系列profitability利润率public responsibility社会责任profit利润promotion晋升program规划proprietary product专利产品psychology心理学public relation公共关系quality of products产品质量quantitative objective 定量目标定性目标record of labor-hours lost误工记录recruit招聘regulation 法规reinforcement theory强化理论resentment 忿恨resistance 抵制responsibility职责retail零售retrenchment strategy紧缩政策return on investment投资回报review审查reward奖励rival竞争对手rule规则safety安全sales volume销售量satisfaction满意satisfaction满足scientific management 科学管理staffing人事supervisor主管人员security needs 安全的需要select 选拔self-actualization自我实现service服务sick leave病假size of the organization组织规模static 静止的status地位stock option 股票期权strength优势structure结构style 作风subconscious潜意识subordinate下级supplier供货商supportive leadership支持型领导surplus盈余synergy共同作用tactics战术tax rate 税收率technique方法the commitment principle投入原则the contingency approach随机制宜法the cooperative social systems approach协作社会系统法the decision theory approach 决策理论法the empirical approach经验法the group behavior approach集体行为法the interpersonal behavior approach人际行为法the mathematical approach数学法the managerial grid管理方格图the managerial roles approach管理任务法the operational approach经营法the social-technical systems approach社会技术系统法the systems approach系统法threat威胁train 培训trait 品质turnover人员流动vacation休假value 价值vendor 小贩wage rate工资率weakness 弱点welfare 福利wholesale批发work efficiency工作效率zeal热诚组织行为学absences 缺勤achievement motivation 成就动机acquired immune deficiency syndrome( aids )爱滋病action research 行动研究active listening 主动的倾听adult ego state) 成人自我心态affiliation motivation 亲和动机affirmative action 认可性行动alienation疏离appraisal interview考评面谈area of job freedom工作自由领域assertiveness果断at-risk pay风险工资attitudes态度attribution归因autocratic leaders独裁型领导者autocratic model独裁模型autonomy自主baseline information基准信息bases of power权力基础behavioral bias行为偏见behavioral intentions行为意向biofeedback生理反馈body language身体语言boundary roles边缘角色boundary spanners边界人员brainstorming头脑风暴法change agents变革顾问changing变革charisma领导魅力child ego state儿童自我心态clarified thinking澄清思维closed-end questions封闭式问题closed questions集中式问题cluster chain簇式沟通链coach教练codetermination协同决定coercive power强制性权力cognitive dissonance认知失调cohesiveness凝聚力collectivism集体主义collegial model合作模型committee委员会communication沟通communication overload 沟通过度communication process沟通过程comparable worth可比较的价值competence motivation能力动机complementary transaction互补式交互作用complete pay program完全工资方案conceptual skills概念技能conditional strokes有条件的肯定conflict冲突conformity服从confronting正视consensus一致意见consideration关怀consultative management协商式管理contingency approach to ob ob的权变方法contingency model of leadership领导的权变模型core dimension工作的核心维度corrective discipline纠正性纪律cost-benefit analysis成本收益分析cost-reward comparison成本回报比较counseling咨询服务counseling functions咨询功能credibility gap信用差距cross-cultural communication跨文化沟通crossed transaction交叉式交互作用cultural contingency文化权变cultural distance文化距离cultural diversity文化多样性cultural empathy文化认同cultural shock文化冲击custodial model监护模型decision-making model of leadership领导的决策模型defensive reasoning防御型推理deferred judgment延迟判断delegation授权development level发展程度devil's advocate魔鬼代言人dialectic decision method( ddm) 辩证决策法directive counseling指导式咨询discharge解雇discipline纪律discrimination歧视division of work工作划分double-loop learning双回路学习downward communication下行沟通drives驱力dysfunctional effect消极影响ecological control生态控制economic incentive system经济刺激系统ego states自我心态elaborating夸大electronic brainstorming电子化头脑风暴法electronic grapevine电子化的小道消息electronic mail ( e-mail) 电子邮件electronic monitoring电子监控emotional catharsis感情宣泄employee assistance program支持员工方案employee ownership员工所有制employee territories员工领地employment enrichment就业丰富化empowerment授权enhancers for leadership领导的放大器enriched sociotechnical work system丰富的社会技术工作体系equal employment opportunity ( eeo) 均等就业机会equal pay act of 1963 1963年公平报酬法案equity sensitivity公平敏感度equity theory公平理论e-r-g model e-r-g模型escalating commitment投入的升级ethical imperative道德约束ethical leadership有道德的领导ethical treatment有道德的对待ethnocentrism民族优越感existence needs生存需要expatriates外派人员expectancy期望expectancy model期望模型experiential learning体验式学习expert power专家性权力extinction消退extrinsic motivators外部激励因素face saving维持脸面facilitators协调员fact premises事实前提feedback反馈feedback-seeking behavior寻求反馈的行为feminine societies女性化社会filtering过滤flexible work schedule弹性工作时间表followership skills追随性技能formal groups正式群体free-rein leaders无控制的领导者frustration挫折感functional effect有益效果fundamental attribution bias基本归因偏差gain sharing收益分享gain-sharing plan收益分享计划genetic monitoring基因监控genetic testing基因测试geocentric organizations地球中心组织goal setting目标设置goals目标goals of organizational behavior组织行为的研究目标gossip chain流言链grapevine小道消息group decision support system群体决策支持系统group dynamics群体动态性groupthink群体思维growth need成长需要hawthorne effect霍桑效应hidden agendas隐蔽的情绪hierarchy of needs需要层级high context culture高度情境文化higher-order needs高级需要holistic ob 整体obhomeostasis内平衡honesty tests诚实测试human relations人际关系human resources approach to ob ｏｂ的人力资源方法human skill人际技能humanistic values人文价值观hygiene factors保健因素iceberg model of counseling冰山咨询模型impairment testing机能损伤测试imposter phenomenon骗子现象impression management印象管理incentives诱因individual differences个体差异individualism个体主义individualization个性化industrial democracy企业民主inference推断informal groups非正式群体informal leader非正式的领导者informal organization非正式组织information technology信息技术initiation of action行为的触发inputs投入instrumentality工具性interventions干预intrinsic motivators内源性动机因素job breadth工作广度job content工作内容job context工作环境job depth工作深度job diagnostic survey工作诊断调查job enlargement工作扩大化job enrichment工作丰富化job involvement工作投入job rotation工作轮换job satisfaction工作满意度job satisfaction survey工作满意度调查job scope工作范围just-in-time training即时培训kaizen改善lateral communication同级沟通law of diminishing returns回报递减法则law of effect效果法则law of individual differences个体差异性法则layoff survivor's sickness裁员幸存者忧虑症leader-member exchange model领导者－成员交换模型leader-member relations领导者－成员关系leader-position power领导者的职位权力leadership领导leadership style领导风格learned helplessness习得性无助legitimacy of organizational influence组织影响的合法性legitimate power法定性权力liaison individuals传播小道消息的人life position人生立场linking pin联结点locus of control控制点long-term orientation长期取向loose rates宽松的标准low context culture低度背景文化lower-order needs低级需要macro motivation宏观激励management by objectives ( mbo) 目标管理management by walking around ( mbwa) 走动式管理managerial grid管理方格论manipulation of people操纵别人masculine societies男性化社会matrix organization矩阵组织mechanistic organization机械化的组织mentor辅导员micro motivation微观激励middle-management committees中层管理委员会mission使命models of ob组织行为模型morale士气motivating potential score ( mps) 激励潜在指数动机motivationmotivational factors激励因素multi-skilling多面手multiculturalism多元文化主义multinational organizations跨国组织mutuality of interest互惠利益natural work module自然工作模块natural work team自然工作团队negative reinforcement阴性强化negative strokes负面肯定neighborhoods of offices相邻办公室network关系网network charts网络图networking组网行为neutralizers缓冲器noise噪音nominal group名义组织nondirective counseling非指导式咨询nonverbal communication非语言沟通norm of reciprocity互助规范norms规范ombudsperson咨询员open-book management开放式管理open-door policy开门政策open-end questions开放式问题open questions开放问题open system开放系统operant conditioning操作条件作用organic organizations有机的组织organization development ( od) 组织开发organizational behavior ( ob) 组织行为学organizational behavior modification ( ob mod) 组织行为校正organizational behavior system组织行为系统organizational citizens组织公民organizational citizenship behavior组织公民的行为organizational commitment组织忠诚度organizational culture组织文化organizational learning curve for change组织变革学习曲线organizational politics组织政治organizational socialization组织社会化outcomes结果/产出output restriction产出限制over participation参与过度paper-and-pencil test纸-笔测验paradigms范式parent ego state家长式自我心态parochialism乡土观念participation参与participative counseling参与式咨询participative leaders参与型领导者participative management参与型管理path-goal leadership路径－目标领导perceived control知觉到的控制perception知觉perceptual set知觉定式performance appraisal绩效评估performance feedback绩效反馈performance gaps绩效偏差performance monitoring绩效监视performance-satisfaction-effort loop绩效－满意－努力环路personal barriers个人障碍personal power个性权力personal wellness个人幸福philosophy of ob组织行为哲学physical barriers物理障碍physical withdrawal行为退化piece rate计件工资polarization极端化political power政治权力politics政治polygraph多导仪positive reinforcement阳性强化positive strokes正面的肯定post-traumatic stress disorder创伤后遗症power权力power distance权力距离power motivation权力动机practice实践prejudice偏见preventive discipline预防性纪律primary needs基本需要primary outcomes首要产出proactive主动procedure工作程序process consultation进展咨询productivity劳动生产率profit sharing利润分享progressive discipline累进式纪律psychic costs精神代价psychological contract心理契约psychological distance心理距离psychological stress evaluator心理压力测评器psychological support心理支持psychological withdrawal心理退化punishment惩罚quality circles质量小组quality of work life ( qwl) 工作生活质量quick fixes快速到位rate setting标准设定reactive反应性的readability可读性realistic job previews实际工作预览reference group参照群体refreezing巩固reinforcement强化reinforcement, continuous连续性强化reinforcement, fixed-interval固定间隔的强化reinforcement, fixed-ratio固定比率的强化reinforcement, variable-interval可变间隔的强化reinforcement, variable-ratio可变比率的强化程序reinforcement schedules强化程序relatedness need关系需要relaxation response放松反应reliability信度reorientation再定位repatriation归国人员research研究resilience弹性resistance to change对变革的抵制result-oriented approach to obｏｂ的结果导向方法retraining再培训reverse cultural shock逆向文化冲击reward power奖赏权力rights of privacy隐私权risky shift风险偏移role角色role ambiguity角色模糊role conflict角色冲突role models角色模型role perceptions角色知觉rumor谣言sabbatical leaves安息日假期sanctions奖惩制度secondary needs次级需要secondary outcomes次级产出selective perception选择性知觉self-actualization自我实现self-appraisal自我评价self-concept自我概念self-efficacy自我效能感self-fulfilling prophecy自我实现预期self-leadership自我领导self-managing teams自我管理团队self-perceived task ability自己知觉的工作能力self-serving bias自我服务偏差semantic barriers语义障碍semantics语义学sexual harassment性骚扰shaping塑造short-circuiting超近路short-term orientation短期取向single-loop learning单路学习situational leadership model情境领导模型skill-based pay技能工资skill variety技能多样化social cues社会线索social culture社会文化social desirability bias社会赞许性偏差social equilibrium社会均衡social facilitation群体敦促social information processing社会信息处理socialization社会化social leader社交领导social learning theory社会学习理论social loafing群体惰性social desirable responses社会赞许性反应social responsibility社会责任social support社会支持social system社会系统socioeconomic model of decision making决策的经济社会模型sociotechnical system ( sts) approach社会技术系统模型spillover effect溢出效应stages of team development组织发展的演变status地位status anxiety地位焦虑status deprivation地位丧失status symbols地位象征status system地位系统stress压力stressors压力源stress-performance model压力—绩效模型stress threshold压力阀stroking肯定structure结构substitutes for leadership领导的替代品suggestion programs建议计划super leadership超级领导superordinate goal超凡的目标supportive model支持模型surface agenda表面议题surveillance devices监视设施systems approach to obob的系统方法tardiness迟到task identity任务完整性task leader任务领导task significance任务的重要性task structure任务结构task support任务支持task team任务团队team building团队建设teamwork团队合作technical skill技术技能telecommuting电子通勤theft偷窃行为theories理论theory xｘ理论theory yｙ理论theory zｚ理论360-degree feedback３６０度反馈total quality management tqm全面质量管理training multiplier effect培训放大效应traits特质transactional analysis(ta)交互作用分析tran cultural employees跨文化员工transfer of training培训转换transformational leaders转换型领导者trauma创伤triple-reward system三方受益的系统trust信任tunnel vision管窥turnover离职率two-factor model of motivation双因素激励模型two-way communication process双向沟通过程type a people a型人type b people b型人uncertainty avoidance不确定性规避unconditional strokes无条件肯定under participation参与不足unfreezing解冻upward communication上行沟通valence效价validity效度value premises价值观假设valuing diversity重视多样化violence暴力行为virtual offices虚拟办公室vision远景wage incentives奖金刺激whistle-blowing内部员工揭发willingness to accept the influence of others接受他人影响的意愿win-win outcome of conflict冲突的双赢结果work change工作变革work ethic工作伦理workplace trauma工作场所创伤workplace violence工作场所的暴力行为xenophobia排外市场营销学absorption of costs 成本分配accessibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略acquisition new-product development strategy 新产品开发收购战略activity-based costing 以活动为基础的成本系统adaptability 适应性adaptation to market variations 适应市场变化adaptive positioning 适应性定位additions to existing product lines 现有产品线的增加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advertising effects 广告效果advertising ethics 广告伦理道德advertising feedback 广告反馈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 增氧健身运动爱好者aesthetics 美感affinity club 同族俱乐部after tests 事后测试agent middleman 代理商agent/merchant middleman 代理中间商allowance 折让alteration 退换AMA Code of Ethics 美国营销协会职业道德标准 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 年度营销计划annual requirement purchasing arrangement 年度采购需求计划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 地区结构aspiration/expectation level 渴望/期望水平aspirations of consumers 消费者渴望assurance 保证AT&T 美国电话电报公司ATM (automatic teller machine) 银行自动柜员机attitudes of consumers 消费者态度attributes 属性audiences 受众auto repair 汽车维修automation services 自动服务automobile industry 汽车产业autonomy 自主权availability 可获得性/供货能力Avon 雅芳awareness （产品）知晓度/知名度baby 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 codes 条形码barter 实物交易basic physical needs 基本生理需要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behavioral analysis 行为分析behavioral hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单biological revolution 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 strategy 品牌化战略branding 品牌化brand'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 King 汉堡王business strength rating 商业能力评分business 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Business Week 《商业周刊》buyback allowances 回购折让buyback arrangements 产品返销buyers' bargaining power 买方的讨价还价能力buyers 采购者buying behavior 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 index (BPI) 购买力指数buying situation 采购情况/类型buying task 采购任务cable TV 有线电视Cadillac 凯迪拉克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 institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力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 选择标准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 结束销售clothing retailers 服装零售商CNN 美国有线新闻网co-branding 联合品牌code of ethics （职业）道德标准coercive power 强制权cognitive dissonance 认识的不协调Colgate-Palmolive 高露洁collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation 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 补偿处理compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 补偿性的competition and industry evolution 竞争和行业演变competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive (supply-side) evolution 竞争（供方）演变competitive factors 竞争因素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力competitor analysis 竞争者分析complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场computerized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况conflict and resolution strategies 冲突和解决战略conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型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 promotion 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 权变计划contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际贡献（贡献毛利）分析contribution margin 边际贡献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 服务的便利性Cool Whip 清凉维普co-operative advertising 合作性广告co-ordination and conflict resolution 协调与冲突解决co-production 合作生产core benefit proposition (CBP) 核心利益方案/提议corollary-data method 推定数据法corporate HQ 公司总部corporate scope 公司（经营）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 成本分析cost effectiveness 成本有效性cost leadership strategy 成本领先战略cost of capital 资本成本cost of goods sold (COGS) 产品销售成本cost reductions 降低成本产品cost-and-volume relationship 成本-数量关系cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益costs of competitors 竞争者成本costs of distribution 分销成本countertrade 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customer loyalty 顾客忠诚度customer need 顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客服务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 顾客的价格敏感度customizing 定制data collection 数据收集data confidentiality 数据保密data research 数据研究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 positioning 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 放松管制derived demand 衍生需求descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants 决定因素different responses 差别反应differentiated defender strategy 差异化防御战略differentiated marketing 差异化营销differentiation over time 不同时间的差异differentiation strategy 差异化战略differentiation 差异化diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度direct costing profitability analysis 直接成本盈利性分析direct mail 直接邮寄direct marketing via advertising media 通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 stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价策略discriminatory adjustments 歧视价格调整discriminatory pricing a adjustments 歧视定价调整disjunctive model 分离模型display space 陈列空间disposable income 可支配收入dissonance-attribution hierarchy 不和谐-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销策略distribution 分销distributor/store (private labels) brands 分销商/私有品牌distributors 分销商diversification 多元化divest 撤退divest 出让divestment or liquidation 收回投资或清算dividend 红利dogs 瘦狗类domestic target marketing strategies 国内目标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）重复DuPont 杜邦公司durability 耐用性early vs. late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素economic power 经济权economies of scale 规模经济education services 教育服务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 经验性实例empowerment 授权encoding 编码end use 最终使用endorsement 赞同engineering （产品）工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素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 营销伦理道德ethnic composition 种族构成European Community 欧共体evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估event sponsorship 事件赞助event 活动everyday low-price (EDLP) 天天低价evoked set 引发的组合evolution of market 市场演变exchange 交换exclusive dealing 独家销售exclusive distribution 独家分销executive summary 执行摘要exhibition media 展示广告媒体existing market 现有市场exit barriers 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 预计产量expected value 期望价值experience curve 经验曲线experimental research 实验性研究exploratory research 探索性研究export agents 出口代理（商）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) 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flanking and encirclement strategies 侧翼进攻与围。