下载文档原格式
Part 1 terms1. value network:价值网络Value network is a system of partnerships and alliances that a firm creates to source, augment, and deliver its offering.2 marketing channels:营销渠道（distribution channel: 分销渠道）marketing channels (also called trade or distribution channels), sets ofinterdependent （相互联系） organizations involved in the process of making a product or service available for use or consumption.它是产品或者服务在投入使用或者消费的过程中涉及到的一系列相互联系得组织。
3. channel level: 渠道层次 direct selling:直接销售A zero-level channel (also called a direct-marketing channel) consists of a manufacture selling directly to the final customer through Internet selling, door-to-door sales, home parties, mail order, telemarketing, TV selling, and other methods.零级渠道也成为直接营销渠道是指生产商通过互联网销售、上门推销、家庭聚会、邮寄、电话销售、电视直销和其他方式直接将产品销售给消费者A one-level channel contains one selling intermediaries, such as a retailer. 一级渠道包括一个销售中介。
pull strategy拉动式战略一种促销策略，主要手段是大量的广告支出和针对消费者的促销活动。
如果战略成功，消费者会向零售商增加购买产品，从而拉动零售商向批发商以及批发商向生产商的订货量。
market segmentation市场细分把一个市场分为不同的购买者群体，这些群体有不同的需求、特征或行为，或可能要求独立的产品市场营销组合。
product line产品线功能较类似，销售给同一客户群体，通过同类商店销售，或者都在事先确定的范围内降价的一组紧密相关的产品。
cost-plus pricing成本加成定价在产品的成本上增加标准的利润。
franchise特许经营一个制造商、批发商或者服务机构(许可方)与独立的商人（受许方）之间的一种合同关系。
受许可方在这个特许经营体系中，购买拥有或经营一项或多项业务单位的权利。
standardized marketing mix标准化营销组合一种国际营销策略。
该策略要求在不同国家市场上，采用相似的产品、广告、分销渠道和其他营销组合要素。
Engel’s law恩格尔定律一个世纪之前由著名学者恩格尔提出的，即当收入增加时，人们如何在食物、房子、交通、健康保健以及其他产品和服务方面进行分配。
undifferentiated（mass）marketing无差异（大众）营销一种市场覆盖策略。
采用这种战略的企业决定通过一种提供物来覆盖整个市场，而决定忽视细分市场之间的差异。
sales force management销售队伍管理销售活动的分析、计划、执行和控制，包括建立和设计销售队伍的战略、招募、挑选、培训、督导、激励和评估销售人员。
objective-and-task method目标任务法通过以下方式发展渠道预算：定义特殊目标；决定那些必须达到这些目标的任务；评估这些任务的成本。
这些成本总额是计划的渠道预算。
VMS（vertical marketing system）垂直营销系统生产者、批发商和零售商作为一个整体来运营的分销渠道结构。
市场营销专业英语1. IntroductionMarketing is an essential component of any company’s success, and effective communication is crucial in this field. As a marketing professional, it is important to have a good understanding of marketing terminology in both English and your native language, as it can facilitate effective communication with international partners and clients. In this document, we will explore some key marketing terms in English and their translations.2. Marketing Concepts2.1 Market SegmentationMarket segmentation is the process of dividing a broad target market into smaller subsets based on specific criteria. These criteria may include demographics, psychographics, and behavior. The goal of market segmentation is to better understand the needs and preferences of different groups of consumers in order to tailor marketing strategies and offerings to each segment.2.2 Target AudienceThe target audience refers to a specific group of individuals or businesses that a company aims to reach with its marketing efforts. Identifying the target audience is crucial in developing marketing campaigns as it helps in creating messaging thatresonates with the intended recipients. Understanding the target audience’s characteristics, preferences, and behaviors is key to achieving marketing success.2.3 BrandingBranding is the process of creating a unique and distinctive identity for a product, service, or company. It involves developing a name, logo, and overall image that sets a brand apart from its competitors. Effective branding fosters brand recognition, loyalty, and trust among consumers, ultimately driving sales and market share.3. Promotional Strategies3.1 AdvertisingAdvertising is a paid form of communication aimed at promoting a product, service, or brand to a target audience. It utilizes various media channels, such as television, radio, print, and digital platforms, to reach potential customers. Advertising objectives may vary, including creating awareness, generating leads, or driving sales.3.2 Public RelationsPublic relations (PR) is the practice of managing the spread of information between a company or organization and its target audience. PR activities may include press releases, media interviews, event planning, and crisis communications. The goal of PR is to build and maintain a positive image of the company, enhance its reputation, and establish strong relationships with key stakeholders.3.3 Sales PromotionSales promotion techniques are used to encourage customers to make a purchase or take a desired action. These techniques may include discounts, coupons, free samples, contests, or loyalty programs. Sales promotions are typically time-limited and aim to create a sense of urgency or excitement among consumers, driving immediate action.4. Marketing Channels4.1 Online MarketingOnline marketing refers to the practice of promoting products or services using digital technologies, such as the internet, social media, search engine optimization (SEO), email marketing, and content marketing. Online marketing offers a wide range of channels and tools to target specific audiences, track and analyze campaign effectiveness, and engage with customers directly.4.2 Offline MarketingOffline marketing, also known as traditional marketing, includes various non-digital channels to reach and engage with consumers. These may include print advertisements, billboards, direct mail, television commercials, and event sponsorships. While online marketing has gained popularity in recent years, offline marketing still plays a significant role in reaching certain segments of the target audience.5. ConclusionMarketing is a dynamic field that demands effective communication to drive success. Familiarizing yourself with marketing terminology in English can help you communicate more efficiently with international partners and clients. In this document, we covered some key marketing concepts, promotional strategies, and marketing channels. Use this guide as a reference to expand your marketing vocabulary and enhance your professional competency in the field of marketing.。
市场营销专业英语市场营销专业英语是指在市场营销领域使用或涉及到的英语术语、表达方式、思维逻辑等。
在国际市场化的背景下，掌握市场营销专业英语对于从事市场营销相关工作的人员来说至关重要。
一、市场分析市场分析是指对市场环境、市场需求、竞争对手等进行分析，以便更好地制定产品营销策略。
市场分析需要掌握的英语词汇有：1. Market environment: 市场环境2. Market demand: 市场需求3. Customer needs: 客户需求4. Market segmentation: 市场细分5. Competitor analysis: 竞争对手分析6. SWOT analysis: SWOT 分析（指 Strengths，Weaknesses，Opportunities，Threats 分析）7. Target market: 目标市场二、营销策略营销策略是指为满足市场需求和实现企业利润最大化而制定的策略和计划。
营销策略需要掌握的英语词汇有：1. Marketing mix: 营销组合2. Product positioning: 产品定位3. Brand building: 品牌建设4. Promotion: 促销5. Advertising: 广告6. Public relations: 公关7. Sales: 销售三、营销实施营销实施是指将营销策略转化为实际行动的过程，实施营销计划的每个环节需要掌握的英语词汇有：1. Advertising campaign: 广告宣传活动2. Sales promotion: 销售促销3. Product launch: 新产品上市4. Distribution channel: 分销渠道5. Channel management: 渠道管理6. Customer loyalty: 客户忠诚度7. Customer service: 客户服务四、市场营销评估市场营销评估是指对营销策略和实施效果进行评价，以便优化营销计划和提高营销效果。
市场营销专业英语1. Introduction市场营销是一个在不断发展和变化的行业，因此对于市场营销专业人士来说，掌握专业英语是至关重要的。
市场营销专业英语是指与市场营销相关的词汇、短语、表达方式等的英语。
掌握市场营销专业英语，可以帮助市场营销人员更好地理解和应对市场营销的挑战。
本文将介绍一些常用的市场营销专业英语词汇和表达方式。
2. Market Research市场研究是市场营销的重要组成部分，它可以帮助企业了解市场需求和竞争情况。
以下是一些与市场研究相关的英语词汇和表达方式：•Market research (市场研究)•Market analysis (市场分析)•Target market (目标市场)•Consumer behavior (消费者行为)•Competitor analysis (竞争对手分析)•Market segmentation (市场细分)•Market trends (市场趋势)•Data analysis (数据分析)•Survey (调查)•Focus group (焦点小组)3. Marketing Strategy市场营销策略是企业实现营销目标的重要手段。
以下是一些与市场营销策略相关的英语词汇和表达方式：•Marketing strategy (营销策略)•Branding (品牌建设)•Positioning (定位)•Competitive advantage (竞争优势)•Promotion (促销)•Advertising (广告)•Public relations (公关)•Sales promotion (销售促进)•Product launch (产品发布)•Pricing strategy (定价策略)4. Digital Marketing数字营销是近年来快速发展的市场营销方式，它利用互联网和数字技术来进行营销活动。
以下是一些与数字营销相关的英语词汇和表达方式：•Digital marketing (数字营销)•Search engine optimization (搜索引擎优化)•Social media marketing (社交媒体营销)•Content marketing (内容营销)•Email marketing (电子邮件营销)•Pay-per-click advertising (按点击付费广告)•Conversion rate optimization (转化率优化)•Web analytics (网站分析)•Influencer marketing (影响者营销)•Online advertising (在线广告)5. Sales and Customer Relationship Management销售和客户关系管理是市场营销中不可或缺的部分。
第一章Marketing市场营销 Needs需要 Wants欲望 Demands需求 Market offering市场供应Marketing myopia营销短视 Exchange交换Market市场 Marketing management市场营销管理Production concept生产概念Product concept产品观念 Selling concept推销概念Marketing concept市场营销观念Societal marketing concept社会营销概念Customer relationship management顾客关系管理Customer-perceived value顾客认知价值Customer satisfaction顾客满意度 Consumer-generated marketing消费者产生的营销Partner relationship management伙伴关系管理Customer lifetime value顾客终生价值Share of customer顾客份额 Customer equity顾客资产 Internet互联网第二单元Strategic planning 战略规划 mission statement 使命陈述 business portfolio业务组合portfolio analysis 组合分析growth-share matrix 增长一份额矩阵product/market expansion grid产品/市场扩张矩阵market penetration 市场渗透 market development 市场开发product development 产品开发diversification 多元化downsizing 精简战略value chain 价值链 value delivery network 价值递送网络marketing strategy 市场营销战略 market segmentation市场细分 market segment 细分市场market targeting 市场营销战略positioning 定位differentiation 差异化marketing mix 市场营销组合 SWOT analysis SWOT分析 marketing implementation 市场营销执行 marketing control 营销控制 return on marketing investment 市场营销投资回报率第3章Marketing environment 市场营销环境 microenvironment微观环境Macroenvironment 宏观环境 marketing intermediaries营销中介Public公众 demography人口统计Baby boomers婴儿潮 generation X一代Millennials(generation Y) Y一代 economic environment经济环境Engel’s laws恩格尔定律 natural environment自然环境Environmental sustainability环境的可持续发展technological environment技术环境Political environment 政治环境cultural environment人文环境第四章Customer insights 顾客洞察力（见解） marketing information system 市场营销信息系统internal databases内部报告系统marketing intelligence营销情报系统marketing research 市场营销调研 Exploratory research探测性调研descriptive research描述性调研 Secondary data 二手资料commercial online databases在线商业数据库 Observational research 观察调研 ethnographic research 人种调研 Survey research调查研究 experimental research实验调研 Focus group interviewing 焦点小组访谈online focus groups在线焦点小组访谈Sample样本customer relationship management客户关系管理第五章Consumer buyer behavior 消费者购买行为Consumer market 消费者市场 Culture 文化Subculture 亚文化 Social class 社会阶层 Group 群体 Opinion leader 意见领袖Online social networks 在线社交网络Lifestyle 生活方式Personality 个性 Brand personality 品牌个性 Motive (drive) 动机Perception 认知过程 Learning学习Belief 信仰Attitude 态度Complex buying behavior 复杂购买行为Dissonance-reducing buying behavior 不和谐的购买行为Habitual buying behavior 习惯性的购买行为Variety-seeking buying behavior 追求多样化的购买行为Need recognition 需求识别Information search 信息搜索Alternative evaluation 另类评估Purchase decision 购买决策Postpurchase behavior 购后行为Cognitive dissonance 认知失调New product 新产品Adoption process开发过程第一章Marketing市场营销 p29The process by which companied create value for customers and build strong customer relationships in order to capture value from customers in return.企业为消费者创造价值并建立良好的顾客关系，以此从消费者身上获取利益作为回报的过程。
