1、常用營銷詞匯Aabstractorexecutivesummary（報告）摘要或結語acknowledgmentresponse感知性反應actionclose（鼓勵）行動性結尾activelistening積極地傾聽activeverb主動式的動詞adjustment調整allness誤以為全面analyticalreport分析性報告annualreport年度報告argument論點assumption假設Bbargraph條狀圖behavioralinterviews行為式面試bias-freelanguage非歧視性語言bibliography參考書目blindads（沒有公司名稱的

2、）盲目廣告blindcopies盲目（抄送）副本blindering喪失方向性blockformat齊頭式blocking阻礙bodylanguage身體語言body主體；正文boilerplate引用boxhead表頭欄brainstorming頭腦風暴法branchingquestion分叉式問題bridge過渡buffer委婉語buildinggoodwill樹立良好的信譽bullets項目符號或編號businessslang商業(yè)俚語businessese商業(yè)行話buyingtimewithlimitedagreement在有限制協(xié)議下的購買時間bypassing旁路；錯誤傳達cable

3、TV有線電視capitalgains資本收益capitalinvestedinproduct產品投入資本Carnival嘉年華cashcows現(xiàn)金牛類cashdiscounts現(xiàn)金折扣cataloguesales目錄銷售categorizationofperception感知分類categorization分另U類centralization集中化chameleons/followers變色龍/跟隨者channelalternatives可選擇的營銷渠道channelconflicts渠道沖突channeldecisions渠道決策channelfunctions渠道功能channelinst

4、itutions渠道組織結構channelmanagement渠道管理channelobjectives渠道目標channelofdistribution分銷渠道channelpower渠道權力channel-controlstrategies渠道控制戰(zhàn)略channel-designdecisions渠道設計決策channel-managementdecisions渠道管理決策channelsofcommunication傳播渠道choicecriteria選擇標準closingasale結束銷售clothingretailers服裝零售商co-branding聯(lián)合品牌codeofethics

5、（職業(yè)）道德標準coercivepower強制權cognitivedissonance認識的不協(xié)調collectionofdata數(shù)據(jù)收集collection收款co-marketingalliances聯(lián)合營銷聯(lián)盟combinationcompensationplan結合式薪酬方案Comdex計算機展銷會commercialization商業(yè)化commitment承諾communicationchannels傳播渠道communicationprocess傳播過程communication信息交流/溝通communicationsmedia傳播媒體companypersonnel公司員工co

6、mparativeadvertisements比較廣告comparisonofbrands品牌比較compensationdeals補償處理compensationplan酬金方案compensation/rewards酬金/獎勵compensatory補償性的competitionandindustryevolution競爭和行業(yè)演變competition-orientatedpricing競爭導向定價法competitiveadvantage競爭優(yōu)勢competitive（supply-side）evolution競爭（供方）演變competitivefactors競爭因素competit

7、iveintelligence競爭情報/信息competitiveparitypromotionbudgeting競爭均勢促銷預算法competitivestrategy競爭戰(zhàn)略competitivestrength競爭優(yōu)勢/能力competitoranalysis競爭者分析complainthandling投訴處理componentmaterialsandpartsmarkets組成材料和零音日件市場computerizedordering計算機化的訂購conclusiveresearch確定性研究conditionsofdemand需求情況conflictandresolutionstra

8、tegies沖突和解決戰(zhàn)略conformancetospecifications與規(guī)格一致conformance一致性confrontationstrategy對抗戰(zhàn)略conjointmeasurement聯(lián)合測度法conjunctivemodel聯(lián)合模型consumerdecision-making消費者（購買）決策consumergoodschannels消費品分銷渠道ConsumerGoodsPricingAct,USA美國消費品定價法案consumergoods消費品consumermarkets消費品市場consumerneeds消費者需求consumerpackaged-goods

9、firms消費者包裝食品公司consumerpromotion消費者促銷consumertests消費者測試consumer/householdmarket消費者/家庭市場consumersperceptions消費者感知consumption消費contests競賽contingencyplanning權變計戈Ucontractconstruction契約建筑業(yè)contractmanufacturing契約制造業(yè)contraction/strategicwithdrawalstrategy收縮/戰(zhàn)略性撤退戰(zhàn)略contractualentrymodes契約式進入模式contractualver

10、ticalmarketingsystems合約式垂直營銷系統(tǒng)contributionmarginanalysis邊際貢獻(貢獻毛禾1)分析contributrionmargin邊際貢獻controlstrategies控制戰(zhàn)略conveniencefoodstores便禾U食品商店conveniencegoods便禾U品convenience服務的便利性co-operativeadvertising合作性廣告co-ordinationandconflictresolution協(xié)調與沖突解決co-production合作生產corebenefitproposition(CBP)核心利益方案/提議

11、corollary-datamethod推定數(shù)據(jù)法corporateHQ公司總部corporatescope公司(經(jīng)營)范圍corporatestrategy公司戰(zhàn)略corporateverticalmarketingsystems公司式垂直營銷系統(tǒng)corporate/institutionaladvertising團體/社會公共機構廣告correctiveaction矯正行動costanalysis成本分析costeffectiveness成本有效性costleadershipstrategy成本領先戰(zhàn)略costofcapital資本成本costofgoodssold(COGS)產品銷售成本

12、costreductions降低成本產品cost-and-volumerelationship成本-數(shù)量關系cost-orientedpricing成本導向定價法cost-plus/mark-uppricing成本加成/溢價定價法costsandbenefitsofmarketingfunctions營銷職能的成本和效益costsofcompetitors競爭者成本costsofdistribution分銷成本countertrade對等貿易coupons優(yōu)惠券courtesy禮貌coverageofgeographicmarket地域性市場的范圍coverageofrelevantretai

13、lers相關零售商的銷售范圍credibility信譽creditterms信貸條款criticalassumptions關鍵假設cross-elasticity交叉彈性customarypricing習慣性定價法customeranalysis顧客分析customercontact顧客接觸customerdemand顧客需求customerintimacy顧客親密度customerloyalty顧客忠誠度customerneed顧客需要customerorganizationofsalesforce按客戶組織銷售隊伍customerretention顧客維系/保留customersatisf

14、action顧客滿意度customersegmentpricing顧客細分市場定價customerservice顧客服務customer-orientedpricing顧客導向定價法customersperception顧客感知customerspreferences顧客偏好customerspricesensitivity顧客的價格敏感度customizing定制Ddatacollection數(shù)據(jù)收集dataconfidentiality數(shù)據(jù)保密dataresearch數(shù)據(jù)研究datasources數(shù)據(jù)來源dealers經(jīng)銷商deceptiveadvertisements欺騙性廣告decid

15、ers決策者decliningmarkets衰退市場decoding解碼defectrate缺陷率defenderstrategy防御型戰(zhàn)略defensivenew-productdevelopmentstrategy防御性新產品開發(fā)戰(zhàn)略defensivepositioning防御性定位deliverytime交付時間delivery配送demandcharacteristics需求特征demandcurve需求曲線demand-orientedpricing需求導向定價法demographicenvironment人口統(tǒng)計環(huán)境departmentstores百貨商店dependability

16、可靠性deregulation放松管制deriveddemand衍生需求descriptiveresearch描述性研究designdecisions設計決策desiredpercentagemark-uponretail預期零售禾U潤率desiredpercentagereturn預期回報率determinantattributes關鍵屬性determinants決定因素differentresponses差另1J反應differentiateddefenderstrategy差異化防御戰(zhàn)略differentiatedmarketing差異化營銷differentiationovertime

17、不同時間的差異differentiationstrategy差異化戰(zhàn)略differentiation差異化diffusionofinnovationtheory創(chuàng)新擴散理論dimension因素dimensionsofquality質量維度directcostingprofitabilityanalysis直接成本盈利性分析directmail直接郵寄directmarketingviaadvertisingmedia通過廣告媒體的直接營銷directmarketing直接營銷directproductprofitability(DPP)直接產品盈利性/利潤率directselling直銷di

18、scountrate貼現(xiàn)率discountstores折扣商店discount折扣discount/premiumpricepolicies折扣/溢價策略discriminantanalysis差異分析法discriminatoryadjustments歧視價格調整discriminatorypricingadjustments歧視定價調整disjunctivemodel分離模型displayspace陳歹U空間disposableincome可支配收入dissonance-attributionhierarchy不和諧-歸屬層次結構distributionchanneldesigns分銷渠道

19、設計distributionchannelobjectives分銷渠道的目標distributionchannel分銷渠道distributiondecisions分銷決策distributionpolicies分銷策略distribution分銷distributor/store(privatelables)brands分銷商/私有品牌distributors分銷商diversification多元化divest撤退divest出讓divestmentorliquidation收回投資或清算dividend紅利dogs瘦狗類domestictargetmarketingstrategies國

20、內目標市場定位的營銷戰(zhàn)略droppingproducts放棄產品drycleaning干洗dual/twochanneldistributionsystems雙重分銷系統(tǒng)duplication（媒體）重復durability耐用性Eearlyvslateadoption早期采購與后期采購earningspershare每股收益economicandtechnologicalfactors經(jīng)濟技術因素economicpower經(jīng)濟權economiesofscale規(guī)模經(jīng)濟educationservices教育服務effectiveness有效性efficiency效率emergencygoods

21、急需品EmersonElectric愛默生電氣emotionalappeals情感訴求empathy移情作用empiricalevidence經(jīng)驗性實例empowerment授權encoding編碼enduse最終使用endorsement贊同engineering（產品）工程設計entrepreneurialstrategy企業(yè)家戰(zhàn)略entrystrategies進入戰(zhàn)略environmentandpackagingdisposal環(huán)境與包裝處理environmentfactors環(huán)境因素environmentalscanning環(huán)境掃描/分析environmentalstrategy環(huán)境戰(zhàn)

22、略establishment機構ethicalaudit（公司）倫理審計ethicsofmarketing營銷倫理道德ethniccomposition種族構成EuropeanCommunity歐共體evaluationandrewardsystems評估與獎勵體系evaluationandselectionofsupplier評估和選擇供應商evaluationofalternatives評估替代品/各種選擇evaluationofbrands品牌評估eventsponsorship事件贊助event活動everydaylow-price（EDLP）天天低價evokedset引發(fā)的組合evo

23、lutionofmarket市場演變exchange交換exclusivedealing獨家銷售exclusivedistribution獨家分銷executivesummary執(zhí)行摘要exhibitionmedia展示廣告媒體existingmarket現(xiàn)有市場exitbarriers退出壁壘expansionpath擴張途徑expectationmeasures(顧客)預期測度expectationsofcustomers顧客期望expectedunitsales預計產量expectedvalue期望價值experiencecurve經(jīng)驗曲線experimentalresearch實驗性研

24、究expertpower專長權exploratoryresearch探索性研究exportagents出口代理(商)exportjobbers出口批發(fā)商exportmanagementcompany出口管理公司exportmerchants出口貿易商export出口exporting出口商品extendedusestrategy擴大使用戰(zhàn)略extendingvolumegrowth擴大市場份額externaldatasources外部數(shù)據(jù)來源externalenvironment夕卜部環(huán)境extrapolationofpastsalestrends過去銷售趨勢推測法Ffacilitatinga

25、gencies輔助/中介機構factoranalysis因素分析法fads時尚familybranding家族品牌familylifecycle家庭生命周期familystructure家庭結構farmproducts農產品fast-movingconsumergoods(FMCG)快速變動的消費品fearappeals恐懼/顧慮訴求features特征FederalDepartmentStores聯(lián)邦百貨商店FederalTradeCode(FTC)聯(lián)邦貿易法案feedbackdata反饋數(shù)據(jù)fieldtestmarketing實地市場測試financing融資fisheries漁業(yè)fita

26、ndfinish結實度與外觀fixedcosts固定成本fixedsalary固定工資flankerstrategy側翼進攻戰(zhàn)略flanker/fightingbrand戰(zhàn)斗品牌flankingandencirclementstrategies側翼進攻與圍堵戰(zhàn)略flatorganizationalstructure扁平的組織結構FOBoriginpricingFOB產地定價法focusstrategy集中戰(zhàn)略followers追隨者foreignmiddlemen國外中間商forestry林業(yè)formalization形式/規(guī)范化formulate制定fortress/position-def

27、encestrategy防御堡壘戰(zhàn)略forwardintegration向前一體化franchisesystems特許系統(tǒng)franchising特許經(jīng)營freecallnumbers免費電話號碼freegoods免費商品freight-absorptionpricing免收運費定價法fringebenefits小額津貼frontalattackstrategy正面進攻戰(zhàn)略fullcostingprofitabilityanalysis全成本盈利性分析full-servicewholesalers全方位服務的批發(fā)商functionalcompetenciesandresourceallocati

28、on職能能力與資源分配functionalefficiency職能效率functionalorganizationofsalesforce按銷售職能組織銷售隊伍functionalorganizationalstructure職能型組織結構functionalperformance功能性能functionalstrategy職能戰(zhàn)略Ggames比賽gap差品巨gatekeepers信息傳遞者generalbehavioraldescriptors一般行為變量generalmerchandisediscountchains大眾商品折扣連鎖店geodemographics區(qū)域人口統(tǒng)計特征geogr

29、aphicadjustments地理調整geographicdistribution地理分布geographicalorganizationofsalesforce按地區(qū)組織銷售隊伍globaladjustments全球調整globaleliteconsumersegment全球精英消費品市場globalexpansion全球擴張globalmarketingcontrol全球營銷控制globalmarkets全球市場globalnichestrategy全球機會戰(zhàn)略globalstandardizationstrategy全球標準化戰(zhàn)略globalteenagesegment全球青少年市場g

30、lobalization全球化global-marketexpansion全球市場擴張goals總目標going-rate/competitiveparitypricing競爭性平價定價法goodsproducers產品制造商governmentagencies政府機構governmentbuyers政府采購者governmentmarket政府市場governmentregulation政府管制greenhouseeffect溫室效應greymarket灰色市場grossdomesticproduct(GDP)國內生產總值grossmargin毛禾Ugrossnationalproduct(

31、GNP)國民生產總值grossprofit毛禾1grossratingpoints(GRPs)總級別指數(shù)group/categoryproductmanager類另1J產品經(jīng)理growingmarkets成長市場growthrateofmarket市場增長率growthstageofproductlifecycle產品生命周期的成長階段growth-extensionstrategies增長擴張戰(zhàn)略growth-marketstrategiesformarketleaders市場領導者的市場增長戰(zhàn)略growth-marketstrategy成長性市場戰(zhàn)略growth-markettargeti

32、ngstrategy成長性市場定位戰(zhàn)略guarantee/warranty保證/擔保guarantees保證Hhardtechnology硬技術HarvardBusinessReview哈佛商業(yè)評論harvest收獲harvestingpricing收獲定價法harvestingstrategy收獲戰(zhàn)略healthcare醫(yī)療保健healthmaintenanceorganizations(HMOs)(美國)衛(wèi)生保健組織heavybuyer大客戶helpfulness有益性hierarchyofstrategy戰(zhàn)略的層次highmargin/low-turnoverretailers高利潤/低

33、周轉率的零售商highmarketshareglobalstrategy高市場份額全球戰(zhàn)略high-contactservicesystem高接觸服務系統(tǒng)high-involvementproduct高參與產品high-involvementpurchase高參與購買hightmarketshare高市場份額戰(zhàn)略homogeneousmarket同質市場household/familylifecycle家庭生命周期household家庭hybridtechnology混合技術Iideageneration創(chuàng)意的產生/生成ideasfornewproducts新產品創(chuàng)意/構想idea-scree

34、ningprocess創(chuàng)意篩選過程identificationofsegments識另1J細分市場imagepricing形象定價imitativepositioning模仿定位imitativestrategy模仿戰(zhàn)略impactevaluation影響評估impersonalsources非個人的信息來源implementationandcontrolofmarketingprograms營銷計戈U的執(zhí)行和控制implementation實施improvementsinorrevisionsofexistingproducts現(xiàn)有產品的改良或修正impulsebuying沖動購買impul

35、segoods沖動購買品incentives激勵income收入increasedpenetrationstrategy增力口滲透戰(zhàn)略indirectcostingprofitabilityanalysis間接成本盈禾U性分析individualbrand個別品牌individualvalue個人價值industrialgoods&services工業(yè)產品和服務industrialgoodschannels工業(yè)品分銷渠道industryattractiveness行業(yè)吸弓I力industryattractiveness-businesspositionmatrix行業(yè)吸弓I力-業(yè)務地位矩陣industrydynamics產業(yè)動態(tài)industryevaluation產業(yè)評估industryevolution產業(yè)演變inelastic缺乏價格彈性influencers影響者infocommunicationsindustry信息通信行業(yè)infomercials商業(yè)信息廣告informationage信息時代informationsearch信息搜集informationtechnology信息技術information信息informative告知性的in