Marketing

谈谈marketing的汉译marketing是经贸英语中最常用的词语之一。

在外贸人员的名片上我们也经常看到marketing department和marketing plan等词语。

，它们通常被译成销售部和销售计划。

在外贸函电和外贸英语教科书中，marketing常被译为“销售”。

笔者认为这种译法不够确切。

这除了有语言方面的原因外，还涉及到中外经营管理体制的不同。

我们不妨先从market作动词的含义谈起。

当market作及物动词时，意思是to carry on all activities by which transfer of title or possession of a product from seller to buyer is effected；或者是to introduce a product on the market（n.市场）。

这种含义的market及其派生的marketing的意思与sell和sale相近，可汉译为“销售”，如：The exporter wishes to market his goods in a foreign country through instrumentality of an independent agent.那个出口商想要靠一独立代理人在国外销售其货物。

The joint venture insisted on their cooperative marketing the new computers.这家合资企业坚持它们合作销售新计算机。

当market作不及物动词时，它与trade含义相同，表示在市场上进行买卖活动，它派生的marketing只能汉译为“（市场上的）交易，买卖”，而不是单一的“销售”。

例如：do our evening marketing（到夜市上去买（卖）东西）；an international marketing company（一家国际贸易公司）。

第一单元Marketing 市场营销定义：Marketing is the activity，set of institutions，and processes for creating，communicating, delivering，and exchanging offerings that have value for customers，clients, partners，and society at large.市场营销是在创造、沟通、传播和交换产品中，为顾客、客户、合作伙伴以及整个社会带来价值的一系列活动、过程和体系。

什么是市场营销计划：The marketing plan4个点：①situation analysis情况分析②marketing objectives 营销目标③target market selection目标市场选择④marketing mix市场营销组合课后单词:Blueprint 规划蓝图marketing mix 营销组合Competitive advantage 竞争优势marketing planning 营销计划Cross functional team 跨部门团队mortgage 抵押、抵押品Customer orientation 顾客导向organizational mission 组织使命Distinctive competencies 独特竞争力organizational objectives 组织目标Diversification 多样化战略organizational portfolio plan 资产组合计划Equilibrium 均衡Organizational strategies 组织战略Implementation 执行实施product development strategies 产品开发战略Line of products 产品系列production orientation 生产导向Market development strategies 市场开发战略selling orientation 销售导向Market penetration strategies 市场渗透战略situation analysis 形式分析Marketing Concept 营销观Strategic Business Units 战略事业单位Marketing information system 营销信息系统Strategic Planning 战略计划Marketing Management 营销管理第五单元market segmentation process市场细分的过程（市场定位过程)1、delineate firm's current situation（描绘公司的现状）2、Determine consumer needs and wants(确定消费者的需求和欲望）3、divide markets on relevant dimensions，(有关方面划分市场）4、develop product positioning,(开发产品定位）5、decide segmentation strategy，(决定细分策略）6、design marketing mix strategy(设计营销组合策略)P90第五单元单词:A priori segmentation 事前市场细分PRIZM 根据邮编制定的潜在市场等级指数Benefit Segmentation 利益细分product positioning; 产品定位geodemographic segmentation 地理人口细分Psychographic segmentation心理细分Market niche 市场缝隙segmentation dimension市场细分标准Positioning map 定位图target market 目标市场Market Segmentation 市场细分VALStm 价值观和生活方式系统Post hoc segmentation 事后市场细分第六单元：Product Line产品线（定义) = A set of products（一组产品)Product Mix产品组合（定义）= the full set of products（全套产品）103Product life cycle (产品生命周期)Introduction（产品介绍)growth （成长期）maturation（成熟期)decline（衰退期）第六单元单词Aesthetics 有美感line extension 产品线延伸Brand equity 品牌价值marketing myopia 市场缝隙Brand extension 品牌拓展multibranding 多品牌战略Conformance to specifications 规格一致performance 产品性能Cross functional teams 跨部门团队product adoption and diffusion 产品的采用和扩散Dual branding 双重品牌战略product audit 产品审核Durability 耐用性product life cycle 产品生命周期Extended product 延伸产品product line 产品系列Fad 热潮product line extension 产品系列延伸Family branding 家族品牌product mix 产品组合Fashion 时尚reliability 可靠性Franchise extension 特许经营权拓展serviceability 维护保养的方便性Generic product 一般产品tangible product 有形产品第八单元The promotion mix (促销组合)1、Advertising（广告）2、sales promotion（推销)3、public relations（公关）4、personal selling（个人推销;）Push versus pull marketing（推拉式营销）push strategies（推）：involve aiming promotional efforts at distributors ，retailers，and sales personnel to gain their cooperation in ordering，stocking，and accelerating the sales of a product.（推动战略涉及的目标是在经销商，零售商和销售人员的促销努力，以获得他们的合作，订货,库存,并加快销售的产品。

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 广告信息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。

市场营销专业词汇中英文对照表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BCGGrow-ShareMatrix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benchmarking基准benefitclusters利益群体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品牌识别brandstrategies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buyingsituation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/跟随者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配送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外部环境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functionalcompetenciesandresourceallocat ion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（世界着名时装品牌）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创意的产生/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implementationandcontrolofmarketingprogr ams营销计划的执行和控制implementation实施improvementsinorrevisionsofexistingprodu cts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行业吸引力industryattractiveness-businesspositionm atrix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（法国着名时尚品牌）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市场吸引力因素marketattractiveness市场吸引力marketattractiveness/businesspositionmat rix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市场跟随者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MedicoContainmentServices memoryofconsumers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(3 M)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Nescafé雀巢咖啡Nestlé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-taskmethodofpromotionbudgetin g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offsets抵消交易Omega欧米加on-airtesting广播测试OPEC(OrganizationofPetroleumExportingCou ntries)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机会识别opportunity/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海外直接投资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percentageofsalespromotionbudgetingmetho d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positioning定位possessionutility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产品类别productclass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product(ion)-orientedorganization产品/生产导向型组织production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－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pullstrategyforcontrolofdistributionchan nels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pushstrategyforcontrolofdistributionchan nels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-productdevelopmentstrategy reactorstrategy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recreation娱乐业recruitmentandselection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scaledmeasures比例测度scoringmodels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-productdevelopments trategy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（全球着名的打印机生产商）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销售计划/提议selling推销/销售serviceability适用性serviceschannels服务渠道servicingproducts服务产品servicingtheaccount客户服务settingquotas确定定额shake-outstage动荡阶段sharedprograms/facilities分享计划/设备share-growthstrategiesforfollowers追随者的市场份额增长战略shareholdervalue股东价值share-maintenance份额保持ShermanAct,USA美国谢尔曼法案shoppinggoods消费品short-termmemory短期记忆signalvehicle/carrier信号载体simulatedtestmarketing模拟市场测试single-factorindex单因素指数法single-linemass-merchandiserstores单一类型产品专营连锁店SKF瑞典轴承公司sleepwalker/contentedunderachievers梦游者/很容易满足的人slottingallowance安置津贴socialacceptability社会可接受性socialclass社会阶层socialobjectives社会目标socioculturalenvironment社会文化环境softgoods非耐用品softtechnology软技术soleownershipentrystrategy独享所有权的进入战略Sony索尼sourcecredibility信息来源的可信度source广告信息来源sourcesofdata数据来源sourcesofnew-productideas新产品创意来源specialitygoods特殊品specialityretailers专营零售商specialitystores专营商店specialization专门化spokesperson代言人stars明星类statementofjobqualifications工作要求说明stocklevels库存水平strategiccontrol战略控制strategicfit战略协调性strategicgroup战略组strategicinertia战略惯性strategicintent/objective战略目标strategicmarketingprogram战略营销计划strategicpricingobjectives战略定价目标strategicwithdrawal战略撤退strategyconstraints战略影响因素strategyformulationandimplementation战略制定和实施strategyimplementation战略实施strategyreassessment战略重估subculture亚文化substitutegoods替代品substitutionthreat替代产品的威胁successrates成功率supermarkets超级市场supplementarymedia辅助性广告媒体suppliers'bargainingpower供应商的讨价还。

●Marketing mix-市场营销组合：是现代营销中最重要的概念之一，它指公司为使目标市场产生预期反应而整合使用的一系列可控的、策略性的营销工具。

4P，产品、价格、渠道、促销。

P49●Value delivery network-价值递送网络：由公司、供应商、分销商、最终顾客组成，彼此相互合作，共同提高整个系统的绩效。

P46●Wholesaling-批发：涉及将产品和服务出售给以转售或商业用途为目的的购买者的全部活动。

P365●Positioning-定位：是相对于竞争者的产品而言，设法使自己的产品在目标顾客的心目中占据一个清晰、独特而理想的位置。

P48●SBU-Strategic Business Unit-战略单位业务：一个战略业务单位可以是公司的一个部门、一个部门中的一条产品线、或者一个产品或品牌。

●Marketing-商场营销：企业为从顾客处获得利益回报而为顾客创造价值并与之建立稳固关系的过程。

P6●4P and 4C-市场营销组合的4P：产品、价格、渠道、促销。

4C：顾客解决之道、顾客成本、便利、沟通。

P49-50●Market segmentation-市场细分：将市场划分为独特的购买者群体（各个群体之间在需要、特征或行为上存在明显差异，需要不同的产品或市场营销计划。

）P47●Retailing-零售：包括直接向最终消费者销售产品或服务以满足个人或非商业用途的所有活动。

●Strategic planning-战略规划：在组织的目标和能力与不断变化的市场机会之间建立和维持战略适配的过程。

P37●Price：价格：是顾客为获得产品必须支付的货币数量。

P49●IMC：整合营销沟通（integrated marketing communications)公司仔细地整合各种沟通渠道，传播关于组织及其品牌的清晰、一致和有说服力的信息。

P380●Marketing environment营销环境：由影响市场营销管理者与其目标顾客建立和维持稳固关系的能力的所有外部行为者和力量构成。

Sales和Marketing到底有什么区别？（一）——你适合做销售吗？一．FMCG SALES&移动sales。

此段记录的是我曾经做过的两份实习，从中看到的做销售人的工作内容。

其实，sales可以分为两类，开拓市场和维持现有客户。

（一）FMCG sales1．FMCG销售基本分为现代通路（大卖场、超市、连锁等）和传统通路（夫妻老婆店、街边小卖部等）。

2．主要客户：大型超市（比如大润发、沃尔玛、7-11）和各种小卖部。

3．比较成熟的FMCG公司，比如宝洁等，现代通路的sales做的更多的是维持现有客户，因为公司名气已经很大，渠道铺得都差不多了，sales所要做的就是和大润发这样的客户确定进场费用、进场SKU数、促销费用、活动等等。

而传统通路sales可能比较辛苦点，刚开始可能会被派到犄角旮旯的小地方，骑着个三轮车，说服小店店主进自己的货，因此比较多是开拓市场。

4．国际性的大卖场（比如沃尔玛）在进货时比较看重科学性的数据，会根据数据（比如去年销量利润，进场费用等）来跟你谈到底进多少货，进什么货。

而local的卖场（比如农工商）比较看重人情，负责跟你谈生意的人不会跟你讲什么数据，但是你时不时地送ta点东西，给点好处，关系打好了，谈生意就比较好说话。

当然，这里所说的看重数据和看重人情也不是绝对的。

5．销售部都有些哪些职位？一般职位包括总部的和地区办事处的，现在大家关注的外企销售部MT的career path只是总部的职位，其实下面办事处还有很多种职位。

全中国FMCG从业人员是很多很多很多的。

（以现代通路为例）现代通路经理，NKA（National key account）/RKA(regional KA)客户组经理，大区经理，城市经理，客户经理，理货主管，业务代表，理货员，导购员（后两种基本上都是第三方员工）。

6．我所看到的周围sales的工作状态我所在的是总部，是现代通路team，里面的人基本是管的生意比较大，比较多，所以出差很频繁，要到全国去跑店（比如家乐福的客户经理，有必要时就要去全国各地的家乐福），只有一个女生。

Marketing市场营销(英文版)Marketing, also known as marketings, is a crucial aspect of any business. It involves promoting and selling products or services to customers. Effective marketing strategies help businesses expand their customer base, increase brand awareness, and ultimately drive sales.One of the key components of marketing is understanding the target market. This involves researching and analyzing the demographics, preferences, and behaviors of potential customers. With this information, businesses can develop tailored marketing campaigns to attract the right audience. By focusing on the needs and desires of their target market, companies can ensure their marketing efforts are both effective and efficient.Another important aspect of marketing is branding. Developing a strong brand identity is essential for businesses to differentiate themselves from competitors. This is done through various elements such as logos, slogans, and brand messaging. A well-defined brand helps businesses build trust and credibility with customers, leading to increased loyalty and repeat purchases.In today's digital age, online marketing has become increasingly important. With the growing use of technology and internet, businesses have unprecedented opportunities to reach a wider audience. Online marketing strategies include social media marketing, search engine optimization (SEO), content marketing, and email marketing. These tools enable businesses to connect with customers on platforms they frequently use, increasing their visibility and engagement.Another effective marketing technique is influencer marketing.This involves collaborating with influential individuals, such as celebrities or social media personalities, to promote products or services. By leveraging the popularity and credibility of these influencers, businesses can reach a larger audience and gain credibility and trust from their followers.Marketing also involves analyzing and measuring the effectiveness of marketing campaigns. This is done through metrics such as return on investment (ROI), customer acquisition cost (CAC), and customer lifetime value (CLTV). By tracking these metrics, businesses can evaluate the success of their marketing efforts and make any necessary adjustments to optimize their strategies.In conclusion, marketing plays a vital role in business success. It helps businesses understand their target market, build strong brands, and reach a wider audience through various channels. By implementing effective marketing strategies, businesses can increase their customer base, boost brand awareness, and ultimately drive sales.在一个竞争激烈的商业环境中，有效的营销策略是企业取得成功的关键。

marketing记忆方法
要记忆“marketing”这个单词，可以采用以下几种记忆方法：
1. 语音记忆：将“marketing”拆分为音节，并重复朗读。

2. 词根记忆：将“market”和“ing”分开记忆，然后将它们组合在一起。

3. 语境记忆：将“marketing”放在短语或句子中进行记忆，例如“I am involved in marketing for my company.”。

4. 联想记忆：将“market”与购物、销售等相关的图像或场景联系起来，以便更容易记住。

5. 制作卡片：在卡片的一面写上“marketing”，另一面写上它的定义或解释。

通过反复查看这些卡片来加深记忆。

6. 制作思维导图：将“marketing”作为中心词，然后列出与其相关的词汇和概念，形成一个思维导图，以便更好地理解并记忆。

7. 制作表格：将“marketing”的相关信息整理成表格，包括定义、目标、策略、工具等，以便系统地记忆。

8. 反复复习：多次重复复习可以帮助加深记忆。

可以在学完新知识后立即复习，然后在几天后再次复习，以强化记忆。

总之，记忆方法因人而异，找到适合自己的方法，反复练习和复习是关键。

Marketing: An Introduction to PracticeThe term of “Marketing”Definition: Sales can be described as any exchange activity intended to satisfy human needs or wants.Marketing is a system of business activities aimed at achieving organisational goals by developing product, price, distribution and promotion strategies on promoting the sales of products, services and ideas that will satisfy customer‘s want.The difference of Marketing and Selling:Marketing: Company finds out what the customer wants and develops a product to satisfy those wants, while yielding a profit.Selling: A company makes a product and then uses various selling methods to persuade customers to buy it.So, general speaking, Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to sell goods or services.Marketing is diverse and complex and involves physical goods (clothes, machines, DVDs), services (banks, theatres, health insurance), ideas (road safety), people (Barrack Obama, Britney Spears that people who are a marketable product or brand), places (a new business estate) and experiences (travel ,yoga).Marketing MixThe Marketing Mix contained 4 elements: Product, Price, Place and Promotion. Although some day marketers have added other P‘s, such as personnel, packaging and physical evidence, the fundamental of marketing typically identifies the four P's of the marketing mix."Marketing Mix" is set of correlated tools that work together to achieve company's objectives. The set of controllable tactical marketing tools, product, price, place and promotion - that the firm blends to produce the response it wants in the target market:●Product: A product is anything that can be offered to a market to satisfy a want or need. Atangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are often service based like the tourism industry & the hotel industry. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system.●Price: The price is the amount a customer pays for the product. It is determined by a numberof factors including market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have the same product.●Place: It also called distribution. Place represents the location where a product can bepurchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet.●Promotion: This includes advertising, sales promotion, publicity, and personal selling.Branding refers to the various methods of promoting the product, brand, or company.ProductClassification of products: There are three product categories that involve:1.Fast moving consumer goods (FMCG)✓Consumers is familiar with and buys with minimum effort✓Typically have a low unit price✓Products purchased frequently✓Readily usually carry several brands, e.g. tobacco, toothpaste, and batteries.Mass market: These goods are found everywhere and have a very short shelf life-in other words a shop cam sell a lot of them in a very short space of time. They are low priced and convenient to purchase.Heavily branded: Companies spend millions of pounds creating brand awareness with customers. Heavily advertised2.Durable goods✓Consumers usually compare price, quality and style.✓Buying habits affect distribution and promotional strategies.✓Manufacturers work closely with retailers.✓Retail stores often buy shopping goods in large quantities. Distribution direct from manufacturers to the retailer is common, e.g. appliances, furniture.3.ServicesA clear definition is difficult, although services are invariably marketed tighter with physical goods. Several categories exist: consumer services and business services.Features of servicesIntangible,Inseparable,Variable andPerishable.Services can be classified according to whether they are delivered mechanically or by people, e.g. ATM v bank teller.A consistent delivery standard should apply. Organisations need to consider security, reliability and location of the mechanical service, and training, motivation and ability of customer service staff.Services require more quality control, supplier creditability and adaptability.Product mix or product portfolioA product mix refers to the breadth, length and depth of a company‘s product lines.A product line is a group of products marketed by an organization to one general market.A product mix has dimensions of breadth, length and depth.●Breadth-the number of different product lines the company carries. E.g. Sony carry productline such as Televisions, Games consoles, Stereos etc.●Length-the total number of items the company carries. E.g. Sony might carry 50o productsover seven product lines.●Depth-the number of versions offered of each product in the line. E.g. In the televisionproduct line Sony may have seven different versions.Product mix strategies involve:●Expansion of the product mix:1.Add new product lines2.Lengthen its existing lines to become a more full line company3.Add more product versions to each product thus deepen the product mix4.Pursue more product line consistency●alterations of existing productsTypes of alterations include modification, redesign and packaging.●product mix contraction1.Eliminating an entire product line-deleting non-profitable product lines.2.Simplifying the product assortment-specialising in a smaller range of products●Trading up, trading down.Marketers add: Higher priced item-To increase perception of product prestige and attract the lower income market.Lower priced item-To increase perception pf product prestige and attract thye lower income market.Risks in ―trading up‖,―trading down‖.Buyer confusionHurt or affect firm‘s reputationChange firm‘s imageConfuse new and current target market owing to change in product positioning.The Boston Consulting Group MatrixThe Boston Matrix, named after the large US consulting group, is an approach to product portfolio planning. It has two controlling aspects. The model can be classified according to two factors:Its market share relative to competitorsThe market growth rate of the industry (market) in which the strategic business unit operates.Each individual product in the company‘s product is taken and placed onto the matrix.Competitor‘s products are then plotted to give relative market share.●Stars. These are products that are in high growth markets with a relatively high share of thatmarket. Stars tend to generate high amounts of income. Keep and build your stars. As the market slows down, stars may become cash cows.●Cash cows. These are products with a high market share of a slow growth market. Cash cowsgenerate more than is invested in them. So companies would keep them in their portfolio of products but would monitor progress closely and dispense with whenever they turn into dogs.●Problem child (Question mark). These are products with a low market share of a highgrowth market. They consume resources and generate little in return. They absorb mostmoney as you attempt to increase market share. With skilled marketing they have thepotential to become stars.●Dogs. These are products with a low share of a low growth market. Rather than generate cashfor the company, they tend to absorb it. Companies would get rid of these products from theirportfolioStrategies✓Organizations will try to achieve some kind of balance within their product portfolio.✓They will try not to have any Dogs✓Cash cows, Problem children and stars need to be kept in a kind of equilibrium✓The funds generated by your Cash Cows are used to turn problem children into Stars, which many eventually become Cash Cows.✓Some of the Problem children will become Dogs, and this means that you will need a larger contribution from the successful products to compensate for the failures.Implications of the BCG Matrix✓There is an assumption that higher rates of profit are directly related to high rates of market share. This may not always be the case.✓Long-term profitability will be easier to achieve in a market that is growing strongly than in one that is static or declining (business opportunity). Markets that are growing fast often have customers who are not as price sensitive as those in more mature markets, and often thecompetitive intensity is not as great in these markets. Both of these factors suggest it may well be easier to generate healthy profits and cash flows in fast-growing markets.●The BCG analysis seeks to reduce risk and optimize outcomes and determine resourceallocation.●The model aims to help firms to maintain a ‗balanced portfolio‘ of SBUs. It suggests whichSBUs are likely to generate cash from its operations and where that cash should be allocated.● A company should seek a balanced portfolio of SBUs with a mix of stars, cash cows, andquestions marks but, hopefully, no dogs.The product life cycleIt can identify possible actions needed depending on the stage in the life cycle. Organisations will have product mix objectives, which will try to ensure a balanced product life cycle portfolio.The product life cycle goes through many phases, involves many professional disciplines, and requires many skills, tools and processes.A product has a life cycle is to assert four things: 1) that products have a limited life, 2) product sales pass through distinct stages, each posing different challenges, opportunities, and problems to the seller, 3) profits rise and fall at different stages of product life cycle, and 4) products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each life cycle stage.The different stages in a product life cycle are:1.Market introduction stagei.Costs are highii.Slow sales volumes to startiii.Little or no competition – competitive manufacturers watch for acceptance/segment growth lossesiv.Demand has to be createdv.Customers have to be prompted to try the product2.Growth stagei.Costs reduced due to economies of scaleii.Sales volume increases significantlyiii.Profitability begins to riseiv.Public awareness increasespetition begins to increase with a few new players in establishing marketvi.Increased competition leas to price decreases3.Mature stagei.Costs are lowered as a result of production volumes increasing and experience curveeffectsii.Sales volume peaks and market saturation is reachediii.Increase in competitors entering the marketiv.Prices tend to drop due to the proliferation of competing productsv.Brand differentiation and feature diversification is emphasized to maintain or increase market sharevi.Industrial profits go down4.Saturation and decline stagei.Costs become counter-optimalii.Sales volume decline or stabilizeiii.Prices, profitability diminishiv.Profit becomes more a challenge of production/distribution efficiency than increased salesIntroduction: Product mix decisions•High promotional expenditure to inform potential consumers•Introduce product trial to test the market•Decide on distribution strategy•Decide on price skimming or price penetration strategyGrowth: Product mix decisions•Firms maintain or slightly increase their promotional expenditures to meet competition & to keep on educating the market.•Prices remain where they are or fall slightly.•Promote the products in question (problem children) into stars.•Improving product quality•Add new models (e.g. different colors)•Enter new market segments•Increase distribution coverage, etc.Maturity: Product mix decisions•Market modification•Product modification to maintain sales. This might include changing packaging, changing perception of product by customers, e.g., finding a new use for an old productDecline: Product mix decisions•Some firms withdraw from the market•Different strategies•Increasing/maintaining/decreasing the firm‘s investmentNew Product- product innovationProduct innovation is becoming increasingly important owing to rapid advancements in technology and successful product copying by competitors.The importance of product innovation•Need for growth—products, like people, go through life cycles.•Increased consumer selectivity—not spending as freely.•Resources and environmental considerations—environmental factors will influence product decisions.What is a ‗new‘ product?•Products that is truly innovative.– e.g. cure for cancer–Products that have no existing substitutes.•Innovative replacements for existing products.–Product is significantly different from existing products, e.g. digital HDTV. •Imitative products that are new to a particular company.–Imitation products are new to that company, not to the market.New product strategy•defending market share position•maintaining the company‘s position as a product innovator•meeting a specific ROI goal•Establishing a position in a new market.Adding a new product!•Do enough people really want this product? Assess the demand for the new product.•Is there a financial fit for the firm?•Will it create environmental issues?•What is the present marketing structure?New product adoption and diffusion•Adoption process—a set of successive decisions an individual or organisation makes before accepting an innovation.•Stages in the adoption process:–awareness–interest–evaluation–trial–adoption ¯–Post-adoption confirmation.•Diffusion—the process by which an innovation is spread through a social system over time.Branding•Branding is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller and to differentiate from those of competitors.- American Marketing Association•Branding is the art and cornerstone of marketing.Reasons for branding•Easy identification of product.•Assures consumer of comparable quality.•Stops confusion•Helps sellers to control their market.•Adds to product differentiation as a measure of distinction.Reasons for not branding•Cost of maintaining market presence, including:–promotions–brand quality–product cannot be differentiated–Physical nature of product, e.g. fruit and vegies.What does a good brand name mean?•easy to recognise and pronounce•is distinctive•suggests characteristics, benefits, use or action•adaptable to new products that might be added to the product lineBranding problems•Product counterfeiting—refers to placing a brand name on a product even though the rights to the product or name are not owned by that firm.•Generic usage—when a brand name is so common it describes the category, e.g. Aspirin is a brand that also signifies a ‘headache tablet’.Branding decisions•Corporate brand- the company that produces products becomes the brand. It is the company which contains brand attributes such as perceived quality, trust, etc.•Product brandBranding strategies•Marketing under producer‘s own brand—includes entire output, e.g.. IBM.•Branding parts and materials—used to develop market preference, e.g. Intel.•Multi-branding—firm using more than one brand name for similar products in its range in an attempt to reach different market segments, e.g. Maybelline, Loreal, and Locome.Types of brands•Separate name (individual brand)—a brand name given to individual products, leaving out the manufacturer‘s name, e.g. Dove, OMO, and Lux all made by Unilever.•Family branding (blanket)—brands that take on the manufacturer‘s name, e.g. Mars Bar. •Combined-brand strategy—the combination of the manufacturer‘s name with a product, e.g.Kellogg’s Special KThe value of branding•Brand value is the value a brand adds to a product. Having brand equity benefits a product by: –becoming a differential advantage–creating barriers for companies entering the market–helping products survive changes in the operating environment–creating strong potential for trademark or brand licensing–maintaining product quality–supporting positioning (through promotional message)–Maintaining open two-way communication with customers.•Brands are hugely influential and they‘re worth millions. They don‘t just sell a product or a service anymore: they sell a set of values, a philosophy, a meaning for life.PackagingIt can be defined as all the activities of designing and producing the container or wrapping for a product.Uses for packaging•Packaging performs several marketing functions: protects the product and the people handling and using it; provides information; and helps promote the product.•Protecting the product and the purchaser to–Protect against damage.•Providing information and gaining acceptance of the product by intermediaries, i.e.–Wholesalers and retailers.•Helping persuade consumers to purchase the product by providing–clear identification of the product。

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accesibility 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additions to existing product lines 现有产品线的增加administered vertical marketing systems 管理式垂直营销系统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 广告信息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. 行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单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busines 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 power indes (BPI) 购买力指数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choice criteria 选择标准closing a sale 结束销售clothing retailers 服装零售商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contributrion 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discriminant analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing 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 lables) 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emergency goods 急需品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expert power 专长权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 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 制定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 免收运费定价法fringe benefits 小额津贴frontal attack strategy 正面进攻战略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 一般行为变量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 区域人口统计特征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 全球青少年市场globalization 全球化global-market expansion 全球市场扩张goals 总目标going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场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 leaders 市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hard technology 硬技术Harvard Business Review 《哈佛商业评论》harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations (HMOs) （美国）卫生保健组织heavy buyer 大客户Heileman Brewing CompanyHeinz 亨氏食品helpfulness 有益性Henkel 汉高Hertz 赫兹（美国汽车租赁巨头）Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商high market share global strategy 高市场份额全球战略high-contact service system 高接触服务系统high-involvement product 高参与产品high-involvement purchase 高参与购买hight market share 高市场份额战略Hilton 希尔顿Holiday Inns 假日旅馆homogeneous market 同质市场Honda 本田household/family life cycle 家庭生命周期household 家庭hybrid technology 混合技术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image pricing 形象定价imitative positioning 模仿定位imitative strategy 模仿战略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influencers 影响者infocommunications 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 创新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 感知整合integration 整合Intel 因特尔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interest rates 利率internal data sources 内部数据来源internal marketing 内部营销internal organizational structure 内部组织结构international advertising 国际广告international channels 国际分销渠道international division 国际分部international marketing 国际营销international organizational design 国际组织设计internationalization of services 服务的国际化introductory stage of product life cycle 产品生命周期的推出阶段inventory level 库存水平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 行政管理人员群体意见法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key/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 法定权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line extension 产品线扩展line filling 产品线填充line stretching 产品线延伸list price 订价Lloyd's of London 伦敦劳埃德保险公司localizaiton strategy 本地化战略location pricing 场所定价location 位置lodging 房屋出租logistical alliances 后勤联盟long-term memory 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low-involvement hierarchy 低参与程度层级结构macro risks 宏观风险macroenvironment 宏观环境macrosegmentation 宏观细分mail-order retailers 邮购零售商maintaining market share 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 生产商的代理商/销售代表manufacturers' export agents (MEA) 制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/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 demorgraphics 市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战略market exclusion 市场排斥market expansion strategy 市场扩张战略market factors 市场因素market followers 市场跟随者market growth rate 市场增长率market hirarchy 市场等级market inclusion 市场纳入market leaders 市场领导者market measurement 市场测量market opportunity analysis 市场机会分析market oriented 以市场为导向的market position factors 市场地位因素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 市场细分market share 市场份额market targeting 目标市场选择market 市场marketability 市场开拓能力market-entry strategies 市场进入战略marketing action plan 营销行动计划marketing audit 营销审计marketing channel 营销渠道marketing codes of conduct 营销行为规范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 营销环境审计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 营销计划/方案marketing relationship 营销关系marketing research 营销研究marketing strategy 营销战略market-management organizational structure 市场管理组织结构mark-up price 产品/溢价价格Marlboro 万宝路Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场渗透战略mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构Matsushita 日本松下电子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 计量标准media audiences 媒体受众medical and health services 医疗卫生服务Medico Containment Servicesmemory of consumers 消费者记忆Mercedes-Benz 梅赛德斯-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microsegmentatioin 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 宗旨missionary selling 推销式销售Mitsubishi Heavy Industries 三菱重工modified rebuy 调整再购monosegment positioning 单一细分市场定位Monsanto 孟山都农业生物技术公司moral appeals 伦理/道德诉求morals 道德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multinational coporations (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multisegment 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Nescafé 雀巢咖啡Nestlé 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 新普罗德筛选模型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 stockouts 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 目标与战略领域的审计objectives 具体目标observation 观察法occupancy costs 房屋占用成本occupation/position 职业/职位odd pricing 奇/余数定价法OEM (original equipment manufacturer) 原始设备制造商oeverall 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 运作管理水平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organisational level 组织层次organizaitonal requirement planning 组织需求计划organization area audit 组织领域的审计organization buying center 组织采购中心organizational customer 组织顾客organizational direct selling 组织直销organizational markets 组织市场organizational purchasing 组织采购organzational structure 组织结构outdoor enthusiasts 户外运动爱好者out-of-home media 户外广告媒体overall cost leadership 全面成本领先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 渗透定价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) pisitioning 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perishability 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physical descriptors 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 采购点促销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 models for resource allocation 资源配置的资产组合模式position intensity 地位集中程度positioning 定位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 售后服务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 掠夺性定价法pre-empting scarce resources 先占稀缺资源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 测试前市场研究price discrimination 价格歧视price elasticity of demand 需求的价格弹性price fixing 价格设定price leaders 价格领导者price lining 价格排列定价法price promotion 价格促销price quotation 报价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 定价调整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 identificatioin 确定问题process management 过程管理Procter & Gamble (P&G) 宝洁公司product line 产品线product availability 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 产品策略product positioning 产品定位product quality 产品质量product scope 产品范围product space 产品位置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 产品线定价调整product-management organizational structure 产品管理组织结构product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品的市场特征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profitability 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promotion policies 促销策略promotion 促销promotional allowance 促销折让promotional effort 促销努力promotional pricing 促销定价promptness 及时性propector strategy 探索型战略prospecting for customers 寻找顾客psychographics 心理统计特征psychological cost 心理成本。