市场营销专业词汇中英文对照表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 Research 营销调研accessibility 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market segmentation 市场细分sales promotion 销售促进advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising reach广告接受人数advertising message 广告彳言息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 年度营销计划assurance 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before tests事前测试Behavior Scan Information Resources Inc・彳亍为扫描信息源公司behavioural analysis 彳亍为分析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz奔驰billing 帐单birth rate出生率blanket purchase order 一揽子釆购合同blind-paired comparison testing 双盲比较测试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 strategy 品牌化战略branding品牌化brand1 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 situation采购情况/类型buying task采购任务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centralization 集中化chame 1 eons/fo 11 owers 变色龙/跟随者compensation deals 补偿处理compensation plan 酬金方案compensat ion/rewards 酬金/奖励compensatory补偿性的促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力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il•决策channe 1 -management decisions 渠道管理决策channels of communication 传播渠道choice criteria 选择标准closing a sale结朿销售clothing retailers 服装零售商co-branding联合品牌code of ethics （职业）道徳标准coercive power 强制权cognitive dissonance 认识的不协调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comparative advertisements 比较广告comparison of brands 品牌比较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讣算机化的订购conclusive research 确定性研究conditions of demand 需求情况conformance to specifications •与规格一致conformance 一致性confrontation strategy 对抗战讯各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 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,庭巾场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core benefit proposition (CBP)核心利益方案/提议corollary-data method 推立数据法corporate HQ公司总部corrective action 侨JE彳亍动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-数疑关系cost-oriented pricing 成本导向左价法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counter trade对等贸易courtesy 礼貌coverage of geographic market 地域性市场的范用coverage of relevant retailers 相关零售商的销售范围credib订ity 信誉credit terms信贷条款competition-orientated pricing 竞争导向泄价法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critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing习惯性立价法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顾客细分巾场左价customer service 顾客服务customer-oriented pricing 顾客导向左价法customers* perception 顾客感知dataconfidentiality 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 衰退巾场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demand characteristics 需求特征demand curve需求曲线demand-oriented pricing 需求导向左价法demographic environment 人「1统讣环境department stores 百货商店dependability 可靠性deregulation放松管制descriptive research 描述性研究designdecisions 设汁决策desired percentage mark-upon retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants决左因素different responses 差别反应d辻ferentiated 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d辻fusion 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 通过广告媒体的宜接营销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 折扌11/溢价策略discriminant analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视左价调整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-归屈层次结构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 收回投资或淸算dividend 红利domestic target marketing strategies 国内目标市场定位的营销战略dropping products 放弃严:品dual/two channeldistributionsystems 双重分销系统durability 耐用性early vs lateadoption早期采购与后期采购earningsper share 每股收益economic andtechnologicalfactors 经济技术因素economic power 经济权economies of scale规模经济education services 教冇服务effectiveness 有效性efficiency 效率emergency goods 急需品emotionalappeals 情感诉求empathy務情作用empirical evidence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entry strategies 进入战略environment and packaging disposal 环境与包装处理environmentfactors 环境因素ethics of marketing营销伦理道徳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 预计产虽：expected value 期望价值experience curve 经验曲线experimental research 实验性研究expert power F 长权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 夕卜出(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反馈数拯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 側翼进攻与围堵战略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 制龙fortress/position-defence strategy 防御堡垒战略Fortune《财富》杂志forward integration 向前一体化franchise 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 免收运费左价法fringe benefits 小额津贴frontal attack strategy 正而进攻战略Marketing市场营销专业词汇中英文对照表farm products 农产品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 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 —般行为变量General Electric (GE)通用电气General Foods Corporation 通用食品general merchandise discount chains 大众商品折扣连锁店General Motors 通用汽车geodemographics 区域人口统il•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 全球营销控制global markets 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全球青少年巾场globalization 全球化global-market expansion 全球市场扩张goals总目标going-rate/competitive parity pricing 竞争性平价宦价法goods producers 产品制造商Goodyear固特异轮胎government agencies 政府机构government buyers 政府釆购者government market 政府巾•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 毛利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 类别产品经理growing markets 成长市场growth rate of market 市场增长率growth stage of product life cycle 产品生命周期的成长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leadersr|j 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 成长性市场左位战略guar an t e e / warrant y 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 Business Review《哈佛商业评论》harvest 收获harvesting pricing 收获左价法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 Company Heinz亨氏食品helpfulness 有益性Henkel汉髙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 retailers 高利润/巾氐周转率的零售商high market share global strategy 髙市场份额全球战略high-contact service system 髙接触服务系统high-involvement product 髙参与产品high-involvement purchase 髙参与购买hight market share髙市场份额战略Hilton希尔顿Holiday Inns假日旅馆homogeneous market 同质市场Honda本田household/fam订y life cycle 家庭生命周期household 家庭hybrid technology 混合技术idea generation创意的产生/生成ideas for new products新产品创意/构想idea-screening process 创意筛选过程identification of segments 识别细分市场Illinois Tool Works伊利诺斯工具厂imagepricing形象定价imitative positioning 模仿定位imitative strategy 模仿战讯各impact evaluation 影响评估impersonal sources非个人的信息来源implementation and control of marketing programs 营销计划的执行和控制implementation 实施improvements in or revisions of existing products现有产品的改良或修正impulse buying 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 goods & services 工业产品和服务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influences 影响者info-communications industry 信息通信行业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内部使用测试innovation 仓i］新innovativeness 创新性installation 设施in-store display 店内展示in-store positioning 店内布局in-store promotion 店内促销intangibles 无形integrated marketing communication plan (IMC) 整合营销传播计划integration of perception 感矢【I整合integration 整合Intel因特尔international organizational design 国际组织设计internationalization of services 服务白勺国际化 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 彳亍政後理人员群体意见 法 just noticeable difference (JND)恰巧注意到的 差异just-in-time (JIT) management system 准时制管理体系just-in-time purchasing arrangements 及 key account management 主要客户管理 key accounts 关键客户key benefits 核心利益key environmental issue identification 确定主要的环境问题key variables 关键变量 listLoyd's of London 伦敦劳埃徳保险公司 localizationstrategy 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 长期记忆 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1 ow-invo 1 vement hierarchy 低参与程度层级结构 macro risks 宏观风险 macro-environment 宏观环境 macro-segmentation 宏观细分 ma 订-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强制性适应 manufacturer brand 制造商/全国性品牌manufacturers* agents/representatives 生产商白勺 代理商/销售代表 manufacturers* export agents(MEA) 制造商出口 代理manufacturers* sales offices/branches 生产商白Marketing 市场营销专业词汇中英文对照表 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 rates 利率 data sources 内部数据来源 marketing 内部营销 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interest internal internal internal international international international internationalkey/house accounts 关键/机构客户 laboratory tests 实验室测试 leapfrog strategy 蛙跳战略 learning hierarchy 学习层级结构 legal services法律服务 legislation 立法 legitimate power 法立权 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Levi's 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 extension 产品线扩展 filling 产品线填充stretching 产品线延伸 price 订价line line line勺销售办事处/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 市场吸引力因素market attractiveness 市场吸引力market attractiveness/business position matrix 市场吸引力/业务地位矩阵market circumstances 市场环境market demographics市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战IH各market exclusion 市场排斥market expansion strategy 市场扩张战略market factors 市场因素market foilowers市场跟随者market growth rate 市场增长率market hierarchy 市场等级market inclusion 市场纳入market leaders市场领导者market measurement 市场测量market opportunity analysis 市场机会分析market oriented以巾场为导向的market position factors『b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 币场纽J分market share市场份额market targeting目标市场选择market市场marketability itj场开拓能力market-entry strategies 市场进入战略marketing action plan 营销行动计划marketing audit 营销审讣marketing channel 营销渠道marketing codesof conduct 营卡肖行为规范marketing communication 营销沟通/传播marketing concept营销观念marketing control 营销控制marketing decision support systems (MDSS) 营销决策支持系统marketing environment audit 营销环境审汁marketing flows and functions 营销过程和职能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 components 营销计划内容marketing program营销汁划/方案marketing relationship 营销关系marketing research 营销研究marketing strategy 营销战略market-managementorganizational structure 市场管理组织结构mark-up price产品/溢价价格Marlboro万宝路Marriott Hotel 万豪洒店mass-market penetration strategy 大规模市场渗透战略mass-market strategy 大市场战讯各matrix organizational structure 矩阵组织结构Mitsubishi日本松卜电子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McDonald's 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 il•量标准media audiences 媒体受众medical and health services 医疗卫生服务Medico Containment Services memory of consumers 消费者记忆Mercedes-Benz梅赛徳斯-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microsegmentation 微观细分Miller Tyding ACT, USA 米勒・泰丁法案minging 矿•业Minnesota Mining and Manufacturing Company(3M)明尼苏达矿业和制造公司Minolta美能达miscellaneous sources 多方面来源mission 7KFimissionar5r selling 推销式销售Mitsubishi Heavy Industries 三菱重工modified rebuy 调整再购mono segment positioning 单一细分市场左位Monsanto孟山都农业生物技术公司moral appeals伦理/道徳诉求morals道徳Motorola摩托罗'拉multichannel distribution 多渠道分销multidimensional scaling 多维等级法multilevel selling 多级销售multinationa 1 corporations (MNCs) 跨国公司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multi segment positioning多重细分市场定位mutual trust 相互信任national 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Nestld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新普罗徳筛选模型new product lines 新产品线new products 新产品new-product development 新产品开发new-product ideas 新产品创意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 system 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 stock-outs 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 目标与战讯各领域的审计objectives具体目标observation 观察法occupancy costs房屋占用成本occupat i on/position 职业/职位odd pricing奇/余数左价法OEM (original equipment manufacturer) 原女台设备制造商overall 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operational excellence 运作管理水V：opinion leaders意见领导者opportunity cost 机会成本opportunity identification 机会识别opportunity/threat matrix 机会/威胁矩阵order cycle time 订货周期order processing 订单处理organizational level 组织层次organizational requirement planning 组织需求汁划organization area audit组织领域的审计organization buying center 组织采购中心organizational direct selling 组织直销organizational markets 组织市场organizational purchasing 组织采购outdoor enthusiasts户外运动爱好者out-of-home media户外广告媒体overall cost leadership 全而成本领先overheads 日常开支overseas direct investment 海外直接投资ownership of new product 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 支出控制penetration pricing 渗透怎价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 consumers 消费者感知/理解perceptual (product) positioning 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organizational customer组织顾客organizational structure组织结构perish ability 非持久性personal 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physicaldescriptors 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 计划与控制系统领域的审计point of sale information 销售点信息point-of-purhcase (POP) promotion 采购点促¥肖point-of-sales (POS) data 销售点数据pontificator 保守派popularity 通用性population trends 人口趋势portfolio modelsfor resource allocation 资源配宜的资产组合模式position intensity地位集中程度positioning 上位possession utility 拥有效用post-purchase dissonance 购买后的不协调post-purchase evaluation 购买后评估post-purchase/after-sale service 售后月艮务potential advantages 潜在优势potential customer 潜在顾客potential market 潜在市场potential target market 潜在目标市场power in distribution 分销权力power of buyers 购买者能力power of suppliers 供应商能力predatory pricing掠夺性立价法pre-empting scarce resources 先占稀缺资源price leaders价格领导者price lining价格排列泄价法price promotion 价格促销price quotation扌艮价price sensitivity 价格敏感度price structure 价格结构price价格price/earnings ration 价格/收益比price-off promotions 降价促销price-setting process 定价过程pricing adjustments 龙价调整pricing policies 价格策略pricing 定价primary demand 基本需求primary sources第一类/主要数据print media印刷媒体private/for-profit organization 私营/盈利性组织PRIZM (Potential Rating Index for Zip Markets) 按邮政区划为基础的潜力等级指数proactive new-product development strategy 进取型新产品开发战略probability sampling 概率抽样problem formulation 界定问题problem identification 确左问题process management 过程管理Procter & Gamble (P&G)宝洁公司product line 产品线product ava订ability产品的可获得性product category 产品类别product class产品类别product decisions 产品决策product design 产品设计product development 产品开发product dimension or attributes 产品维度/属性product evolution 产品演变product features 产品特征product intent share产品倾向份额product leadership产品领导能力product life cycle (PLC)产品生命周期Marketing市场营销专业词汇中英文对照表preferential treatment 特惠待遇premiums额外奖励present competitors现有的竞争者presenting sales message 提供销售信息pre-test market research 测试前巾场研究pricediscrimination 价格歧视price elasticityof demand 需求的价格弹性price fixing价格设定product life cycle curve产品生命周期曲线product line 产品线product manager audit 产品经理审计product offering 供应品product organizaiton of salesforce 按产品组织销售队伍product policies 产品策讯各product positioning 产品龙位product quality 产品质量product scope产品范围product space 产品位宜product specifications 产品规格product systems 产品体系product type产品类型product usage 产品用途product 产品product (ion) -oriented organization 产品/生产导向型组织production 生产product-line pricing adjustments 产品线左•(介调整product-management organizational structure 产品管理组织结构product-market entry control 产品一市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品白勺市场特征product-use testing产品使用测试pro-environment 环保profit impact of market strategy (PIMS)市场战略的利润影响profitability analysis 盈利性分析profitab订ity盈利性/盈利能力profitable survivor strategy 有利可图的生存者战略project-company resource compatibility 项目与公司资源的协调性projected profit-and-loss statement 预计损益表projective tests 投影测试promotion decisions 促销决策promotion mix促销组合promotionpolicies 促销策略promotion 促销promotional allowance 促销折让promotional effort 促销努力promotional pricing 促销怎价promptness 及时性propector strategy 探索型战略prospecting for customers 寻找顾客psycho-graphics心理统讣特征psychological cost 心理成本psychological pricing 心理左价法public organization 公共组织public relations 公共关系public utilities 公共设施publicity公共宣传pull strategy forcontrol of distribution channels分销渠道控制的拉式战略pupil dilation 瞳孔扩张purchasepredisposition 购买倾向purchasing agent 采购代理purchasing contract 采购合同purchasingmanager/agent 采购经理 / 代理purchasing power parity (PPP)购买力平价指数push money/spiffs 佣金push strategy for control of distributionchannels分销渠道控制的推式战略qualifying prospects审査潜在顾客资格quality dimensions 质量维度quality 质量quantity discount 数量折扣question marks 问题类questioning 询问法quotas 龙额R & D expenditure研究开发战略race and ethnic origin 种族和民族rack jobbers供应超级市场的批发商radio无线电广播rank ordering 排序rate of adoption 采购率rate-of-return/target return pricing 回扌艮率/目标回报宦价法rational appeals 理性诉求rationale基本原理raw materials 原材料reactive and proactive responses 反应及前摄策略reactive new-product development strategyreactor strategy 反应型战略real estate 房地产rebates 回扣recall tests记忆测试receiver接收者reciprocity利益互惠recognition of problem/need 发现问题/需求recognition tests 认矢口测试recreation 娱乐业recruitment and selection 招聘与选拔recycling of packaging 包装回收(利用)Reebok锐步reference group 参照群体referent power 参照权refocus 巩固refunds 退款refusal to deal 拒绝经营regression analysis 回归分析法regulation 管制related/concentric diversification 相关/同心多元化relational VMSs相关式垂直营销系统relative attractiveness of declining markets 衰退市场的相对吸引力relative market potential 相对市场潜力relative market share 相对市场份额reliability 可靠性repeat purchase behavior 重复购买行为repetition 重复repositionings重新立位产品requirements planning 需求计划re-seller中间商resident buyers常驻采购员resource allocation/deplo^nnent 资源配宜response strategies 反应策略response to communication 传皤H向应responsive strategy反应型新产品开发战略responsiveness 响应性retail coverage strategy 零售范围战略Retail Index零售指数reta订outlets零售店retail sales 零售额retailer co-operatives 零售商合作社retailer零售商retailing trends 零售趋势Return on Equity (ROE)权益回报率Return on Investment (ROI)投资回报率Return on Net Assets (RONA)净资产回报率reverse engineering 反向工程reward systems 奖励系统rivalry determinants 竞争决立因素rivalry竞争对手Robert Miles罗伯特•迈尔斯Rockwell洛克威尔Rolex劳力士Marketing 市场营销专业词汇中英文对照表second-but-better new-product developmentstrategy 后者居上型新产品开发战略 security 证券业sales management 销售管理 sales organization 销售组织 sales performance 销售表现/业绩sales personnel incentives 销售人员激励 sales personnel 销售人员 sales planning 销售计划 sales potential 销售潜力 sales promotion 销售促进/促销 sales territory 销售地区 sales trends 销售趋势sales 销售额 sales/price reduction 销售/价格卜降 sample design 样本设汁 sample size 样本大小 sampling 扌由样 sampling 提供样品scale efficiency 规模效率 scaled measures 比例测度 scoring models 评判模型 screening of ideas 创意筛选 sealed bidding 招标Sears 西尔斯 self-managing teams 自我管理团队 self-oriented 自我导向型 selling groups 销售团队 selling proposition 销售计划/提议 selling 推销/销售 serviceability 适用性 services channels 服务渠道 servicing products 服务产品servicing the account 客户月艮务 setting quotas 确左立额 shake-out stage 动荡阶段shared programs/facilities 分享il •划/设备 share-growth strategies for followers 追随者的市场份额增长战略shareholder value 股东价值 share-maintenance 份额保持Sherman Act, USA 美国谢尔曼法案 shopping goods消费品 short-term memory 短期记忆 signalvehicle/carrier 信号载体 simulated test marketing 模拟市场测试 single-factor index 单因素指数法 single-line mass -me r c hand i s e rstores 单一类型 产品专营连锁店 SKF 瑞典轴承公司sleepwalker/contented underachievers 梦游者/很容易满足的人sales sales sales 析 agents 销售代理陷j analysis analysis by customer 顾客销售分析 by order size 订货规模的销售分 sales sales sales analysis analysis analysis by product 产品销售分析 by territory 区域销售分析 销售分析 sales sales sales sales sales forcasting 销售预测 force estimates 销售人员估计 force size 销售队伍规模 force 销售队伍forecasting 销售预测segmentation and targeting 细分与目标选择 segmentation criteria 细分标准 segmentat ion descriptors 市场纽I 分变量segmentation 市场细分Seiko 日本精工株式会社（全球著需的打印机生产商）selective demand 选择性需求 selective distribution 选择分¥肖 selective exposure 选择性接触 selective perception 选择性感知/理解 selective retention 选择性保留 self-employed person 独立经营的个人Rolls-Royce 劳斯莱斯 roster 名册 salary 薪金secondary sources 第二类/次要数拯。
Business strategyA business strategy is the means by which it sets out to achieve its desired ends (objectives). It can simply be described as a long-term business planning. Typically a business strategy will cover a period of about 3-5 years (sometimes even longer).A business strategy is concerned with major resource issues e.g. raising the finance to build a new factory or plant. Strategies are also concerned with deciding on what products to allocate major resources to - for example when Coca-Cola launched Pooh Roo Juice in this country.Strategies are concerned with the scope of a business' activities i.e. what and where they produce. For example, BIC's scope is focused on three main product areas - lighters, pens, and razors, and they have developed super factories in key geographical locations to produce these items.Two main categories of strategies can be identified:1. Generic (general) strategies, and2. Competitive strategies.The main types of generic strategies that organisations can pursue are:1. Growth i.e. the expansion of the company to purchase new assets, including new businesses, and to develop new products. The Inland Revenue has expanded from being just a tax collector, to other functions such as collecting student loan repayments and paying tax credits.2. Internationalisation/globalisation i.e. moving operations into more and more countries. For example companies like Gillette, Coca-Cola, Kellogg's, and Cadbury Schweppes are major multinationals with operations across the globe.3. Retrenchment involves cutting back to focus on your best lines. The Americans refer to this as'sticking to the knitting' - i.e. concentrating on what you do best.Competitive advantageCompetitive strategies are also important. Competitive strategies are concerned with doing things better than rivals. To be competitive a firm shouldn't just copy the ideas of rivals. They should seek to out compete rivals. There are two main ways of being competitive.1. By selling goods at lower prices than rivals. This is possible when a firm is the market leader and benefits from economies of scale.2. By differentiating your product from those of rivals - which enables you to charge a higher price if desired.The airline industry is divided into two main segments. At one end of the market are the premium price category firms such as British Airways that concentrate on differentiation. They offer better service to passengers, more legroom, in flight entertainment, and more individualised attention. At the other end of the market the emphasis is on being the low cost producer and is exemplified by 'no frills' airlines such as Ryanair. Ryanair focuses on short haul destinations and keeping its planes in the air as frequently as possible in a 24 hour period.Economies of scale - The advantages that large firms have from producing large volumes of output enabling them to spread their costs over more units of output.Differentiation - Making a product different from rival offerings e.g. through packaging and labelling, customer care, additional extra features, etc.Do not fall for overly complicated planning processes. All you need to do is answer these six questions.Most entrepreneurs agree that the ability to consistently execute is a key factor in surviving the start-up phase and ultimately winning. That said you could not make a pig fly, no matter how much you stick with it. In other words, a crummy plan executed well still gets you crummy results. So start with a solid strategy.A sound plan and a simple plan are not mutually exclusive. If you are going to work on a plan, your plan should work for you.Management journals, books, blogs and articles are filled with countless approaches to strategic planning. The definitions for the various components of a strategic plan can be debated endlessly: a vision versus a mission, initiatives versus tactics, and goals versus objectives.Whatever the terms you prefer, cut through the clutter by answering six simple questions about your business:Why do we exist?Where are we going?How will we conduct ourselves?What will we do?How will we measure our success?What improvements or changes must we make?Answering these questions will get you started with a solid plan you can execute. In addition, a final note of caution: Do not be deceived by the simplicity of the questions.。
