140/140第1章第2章AAA.C.Nielson尼爾森市場研究公司absorptionofcosts成本分配accesibility可進入性accessoryequipmentmarkets附屬設備市場accountmanagementpolicies客戶治理策略Acer宏基acquisitionnew-productdevelopmentstrategy新產品開發收購戰略activity-basedcosting以活動為基礎的成本系統adaptability適應性adaptationtomarketvariations適應市場變化adaptivepositioning適應性定位additionstoexistingproductlines現有產品線的增加adequatesize準確的大小/足夠的規模administeredverticalmarketingsystems治理式垂直營銷系統administrativerelationships治理關系adoptercategories采購者的類型adoptionprocess采購過程advertisingandmarketsegmentation廣告與市場細分advertisingandsalespromotion廣告和銷售促進advertisingeffects廣告效果advertisingethics廣告倫理道德advertisingfeedback廣告反饋advertisingfrequency廣告頻率advertisingmedia廣告媒體advertisingmessage廣告信息advertisingreach廣告同意人數advertisingsource廣告信息來源advertising廣告aerobicenthusiasts增氧健身運動愛好者aesthetics美感affinityclub同族俱樂部aftertests事后測試agentmiddleman代理商agent/merchantmiddleman代理中間商allowance折讓alteration退換AMACodeofEthics美國營銷協會職業道德標準A亞馬遜公司AmericanAirlines美國航空公司AmericanExpress美國運通AmericanMarketingAssociation美國營銷協會Amoco阿莫科（英國石油公司）analysisofdata數據分析analyzerstrategy分析者戰略Anderson安達信annualmarketingplan年度營銷打算annualrequirementpurchasingarrangement年度采購需求打算anticipatorypositioning預見性定位anti-pollutionlegislation反污染立法anti-trustlegislation反托拉斯立法AppleComputers蘋果電腦areastructure地區結構aspiration/expectationlevel渴望/期望水平aspirationsofconsumers消費者渴望assurance保證AT&T美國電話電報公司ATM(automatictellermachine)銀行自動柜員機attitudesofconsumers消費者態度attributes屬性audiences受眾autorepair汽車維修automationservices自動服務automobileindustry汽車產業autonomy自主權availability可獲得性/供貨能力avanteguardian前衛派Avon雅芳awareness（產品）知曉度/知名度第3章BBbabyboomers嬰兒潮出生的一代人backwardchannelsforrecycling回收的后向渠道backwardintegration后向垂直一體化banneradvertisements橫幅標語廣告barcodes條形碼barter實物交易basicphysicalneeds差不多生理需要Bausch&Lomb博士倫BCGGrow-ShareMatrix波士頓增長-份額矩陣beforetests事前測試BehaviorScanInformationResourcesInc.行為掃描信息源公司behaviouralanalysis行為分析behaviouralhierarchies行為層級benchmarking基準benefitclusters利益群體benefits利益Benz奔馳billing帳單biologicalrevolution生物革命birthrate出生率blanketpurchaseorder一攬子采購合同blind-pairedcomparisontesting雙盲比較測試Blockbusterbluecollars藍領BMW寶馬Boeing波音bottomline底線/盈虧一覽結算線brandawareness品牌意識/認知brandextensions品牌擴展brandloyalty品牌忠誠度brandmark品牌標志brandname品牌名稱brandpositioning品牌定位brandrecognition品牌識不brandstrategies品牌戰略brand品牌brandingstrategy品牌化戰略branding品牌化brand'sequity品牌的價值break-evenanalysis盈虧平衡分析break-evenvolume盈虧平衡產量breathofproductassortment產品線的寬度breathordiversityofproductlines產品線的寬度或多樣性bribery賄賂BritishAirways英國航空公司brokers經紀人budgeting預算bundle捆綁BureauofCensus人口統計局BurgerKing漢堡王businesstrengthrating商業能力評分businessplan商業打算businessposition經營地位businesssector商業部門businessservicesmarkets商業服務市場businessstrategies經營戰略businessunitstrategy經營單位戰略BusinessWeek《商業周刊》buybackallowances回購折讓buybackarrangements產品返銷buyers'bargainingpower買方的討價還價能力buyers采購者buyingbehavior購買行為buyingcenter采購中心buyinginertia購買慣性buyingintention購買意圖buyingoffices連鎖商店的進貨中心buyingpowerindes(BPI)購買力指數buyingsituation采購情況/類型buyingtask采購任務第4章CCcableTV有線電視Cadillac凱迪拉克Campbell'sSoup金寶湯業公司capitalgains資本收益capitalinvestedinproduct產品投入資本Carnival嘉年華cashcows現金牛類cashdiscounts現金折扣cataloguesales目錄銷售categorizationofperception感知分類categorization分門不類CaterpillarTractor卡特皮勒公司CathayAirlines國泰航空公司CBSRecords唱片公司CBS哥倫比亞廣播公司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channelinstitutions渠道組織結構channelmanagement渠道治理channelobjectives渠道目標channelofdistribution分銷渠道channelpower渠道權力channel-controlstrategies渠道操縱戰略channel-designdecisions渠道設計決策channel-managementdecisions渠道治理決策channelsofcommunication傳播渠道CharlesSnow查爾斯·斯諾Cherokee切諾基chevrolet雪佛萊choicecriteria選擇標準ChristianDior克里斯汀·迪奧（世界著名時裝品牌）Chrysler克萊斯勒CitiCorp花旗銀行closingasale結束銷售clothingretailers服裝零售商CNN美國有線新聞網co-branding聯合品牌codeofethics（職業）道德標準coercivepower強制權cognitivedissonance認識的不協調Colgate-Palmolive高露潔collectionofdata數據收集collection收款co-marketingalliances聯合營銷聯盟combinationcompensationplan結合式薪酬方案Comdex計算機展銷會commercialization商業化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公司職員Compaq康柏comparativeadvertisements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競爭和行業演變competition-orientatedpricing競爭導向定價法competitiveadvantage競爭優勢competitive(supply-side)evolution競爭（供方）演變competitivefactors競爭因素competitiveintelligence競爭情報/信息competitiveparitypromotionbudgeting競爭均勢促銷預算法competitivestrategy競爭戰略competitivestrength競爭優勢/能力competitoranalysis競爭者分析complainthandling投訴處理componentmaterialsandpartsmarkets組成材料和零部件市場computerizedordering計算機化的訂購conclusiveresearch確定性研究conditionsofdemand需求情況conflictandresolutionstrategies沖突和解決戰略conformancetospecifications與規格一致conformance一致性confrontationstrategy對抗戰略conjointmeasurement聯合測度法conjunctivemodel聯合模型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-goodsfirms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consumers'perceptions消費者感知consumption消費contests競賽contingencyplanning權變打算contractconstruction契約建筑業contractmanufacturing契約制造業contraction/strategicwithdrawalstrategy收縮/戰略性撤退戰略contractualentrymodes契約式進入模式contractualverticalmarketingsystems合約式垂直營銷系統contributionmarginanalysis邊際貢獻（貢獻毛利）分析contributrionmargin邊際貢獻controlstrategies操縱戰略conveniencefoodstores便利食品商店conveniencegoods便利品convenience服務的便利性CoolWhip清涼維普co-operativeadvertising合作性廣告co-ordinationandconflictresolution協調與沖突解決co-production合作生產corebenefitproposition(CBP)核心利益方案/提議corollary-datamethod推定數據法corporateHQ公司總部corporatescope公司（經營）范圍corporatestrategy公司戰略corporateverticalmarketingsystems公司式垂直營銷系統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成本領先戰略costofcapital資本成本costofgoodssold(COGS)產品銷售成本costreductions降低成本產品cost-and-volumerelationship成本-數量關系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優惠券courtesy禮貌coverageofgeographicmarket地域性市場的范圍coverageofrelevantretailers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適應性定價法customeranalysis顧客分析customercontact顧客接觸customerdemand顧客需求customerintimacy顧客親熱度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customersatisfaction顧客中意度customersegmentpricing顧客細分市場定價customerservice顧客服務customer-orientedpricing顧客導向定價法customers'perception顧客感知customers'preferences顧客偏好customers'pricesensitivity顧客的價格敏感度customizing定制第5章DDdatacollection數據收集dataconfidentiality數據保密dataresearch數據研究datasources數據來源dealers經銷商deceptiveadvertisements欺騙性廣告deciders決策者decliningmarkets衰退市場decoding解碼defectrate缺陷率defenderstrategy防備型戰略defensivenew-productdevelopmentstrategy防備性新產品開發戰略defensivepositioning防備性定位deliverytime交付時刻delivery配送DellComputers戴爾計算機公司DeltaAirlines三角洲航空公司demandcharacteristics需求特征demandcurve需求曲線demand-orientedpricing需求導向定價法demographicenvironment人口統計環境departmentstores百貨商店dependability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預期零售利潤率desiredpercentagereturn預期回報率determinantattributes關鍵屬性determinants決定因素differentresponses差不反應differentiateddefenderstrategy差異化防備戰略differentiatedmarketing差異化營銷differentiationovertime不同時刻的差異differentiationstrategy差異化戰略differentiation差異化diffusionofinnovationtheory創新擴散理論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discountrate貼現率discountstores折扣商店discount折扣discount/premiumpricepolicies折扣/溢價策略discriminantanalysis差異分析法discriminatoryadjustments卑視價格調整discriminatorypricingadjustments卑視定價調整disjunctivemodel分離模型displayspace陳列空間disposableincome可支配收入dissonance-attributionhierarchy不和諧-歸屬層次結構distributionchanneldesigns分銷渠道設計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國內目標市場定位的營銷戰略droppingproducts放棄產品drycleaning干洗dual/twochanneldistributionsystems雙重分銷系統duplication（媒體）重復DuPont杜邦公司durability耐用性第6章EEearlyvslateadoption早期采購與后期采購earningspershare每股收益economicandtechnologicalfactors經濟技術因素economicpower經濟權economiesofscale規模經濟educationservices教育服務effectiveness有效性efficiency效率Electrolux伊萊克斯emergencygoods急需品EmersonElectric愛默生電氣emotionalappeals情感訴求empathy移情作用empiricalevidence經驗性實例empowerment授權encoding編碼enduse最終使用endorsement贊同engineering（產品）工程設計entrepreneurialstrategy企業家戰略entrystrategies進入戰略environmentandpackagingdisposal環境與包裝處理environmentfactors環境因素environmentalscanning環境掃描/分析environmentalstrategy環境戰略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引發的組合evolutionofmarket市場演變exchange交換exclusivedealing獨家銷售exclusivedistribution獨家分銷executivesummary執行摘要exhibitionmedia展示廣告媒體existingmarket現有市場exitbarriers退出壁壘expansionpath擴張途徑expectationmeasures（顧客）預期測度expectationsofcustomers顧客期望expectedunitsales可能產量expectedvalue期望價值experiencecurve經驗曲線experimentalresearch實驗性研究expertpower專長權exploratoryresearch探究性研究exportagents出口代理（商）exportjobbers出口批發商exportmanagementcompany出口治理公司exportmerchants出口貿易商export出口exporting出口商品extendedusestrategy擴大使用戰略extendingvolumegrowth擴大市場份額externaldatasources外部數據來源externalenvironment外部環境extrapolationofpastsalestrends過去銷售趨勢推測法第7章FFfacilitatingagencies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聯邦百貨商店FederalTradeCode（FTC)聯邦貿易法案FedEx(FederalExpress)聯邦快遞feedbackdata反饋數據fieldtestmarketing實地市場測試financing融資fisheries漁業fitandfinish結實度與外觀fixedcosts固定成本fixedsalary固定工資flankerstrategy側翼進攻戰略flanker/fightingbrand戰斗品牌flankingandencirclementstrategies側翼進攻與圍堵戰略flatorganizationalstructure扁平的組織結構FOBoriginpricingFOB產地定價法focusstrategy集中戰略followers追隨者Ford福特公司foreignmiddlemen國外中間商forestry林業formalization形式/規范化formulate制定fortress/position-defencestrategy防備堡壘戰略Fortune《財寶》雜志forwardintegration向前一體化franchisesystems特許系統franchising特許經營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正面進攻戰略fullcostingprofitabilityanalysis全成本盈利性分析full-servicewholesalers全方位服務的批發商functionalcompetenciesandresourceallocation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職能戰略第8章GGgames競賽gap差距gatekeepers信息傳遞者generalbehavioraldescriptors一般行為變量GeneralElectric(GE)通用電氣GeneralFoodsCorporation通用食品generalmerchandisediscountchains大眾商品折扣連鎖店GeneralMotors通用汽車geodemographics區域人口統計特征geographicadjustments地理調整geographicdistribution地理分布geographicalorganizationofsalesforce按地區組織銷售隊伍Gillette吉列剔須刀globaladjustments全球調整globaleliteconsumersegment全球精英消費品市場globalexpansion全球擴張globalmarketingcontrol全球營銷操縱globalmarkets全球市場globalnichestrategy全球機會戰略globalstandardizationstrategy全球標準化戰略globalteenagesegment全球青青年市場globalization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Goodyear固特異輪胎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毛利grossnationalproduct(GNP)國民生產總值grossprofit毛利grossratingpoints(GRPs)總級不指數group/categoryproductmanager類不產品經理growingmarkets成長市場growthrateofmarket市場增長率growthstageofproductlifecycle產品生命周期的成長時期growth-extensionstrategies增長擴張戰略growth-marketstrategiesformarketleaders市場領導者的市場增長戰略growth-marketstrategy成長性市場戰略growth-markettargetingstrategy成長性市場定位戰略guarantee/warranty保證/擔保guarantees保證Gucci古琦（世界著名時裝品牌）第9章HHHaagen-Dazs哈根達斯hardtechnology硬技術HarvardBusinessReview《哈佛商業評論》harvest收獲harvestingpricing收獲定價法harvestingstrategy收獲戰略healthcare醫療保健healthmaintenanceorganizations(HMOs)（美國）衛生保健組織heavybuyer大客戶HeilemanBrewingCompanyHeinz亨氏食品helpfulness有益性Henkel漢高Hertz赫茲（美國汽車租賃巨頭）Hewlett-Packard惠普公司hierarchyofstrategy戰略的層次highmargin/low-turnoverretailers高利潤/低周轉率的零售商highmarketshareglobalstrategy高市場份額全球戰略high-contactservicesystem高接觸服務系統high-involvementproduct高參與產品high-involvementpurchase高參與購買hightmarketshare高市場份額戰略Hilton希爾頓HolidayInns假日旅館homogeneousmarket同質市場Honda本田household/familylifecycle家庭生命周期household家庭hybridtechnology混合技術第10章IIIBM國際商用機器ideageneration創意的產生/生成ideasfornewproducts新產品創意/構想idea-screeningprocess創意篩選過程identificationofsegments識不細分市場IllinoisToolWorks伊利諾斯工具廠imagepricing形象定價imitativepositioning模仿定位imitativestrategy模仿戰略impactevaluation阻礙評估impersonalsources非個人的信息來源implementationandcontrolofmarketingprograms營銷打算的執行和操縱implementation實施improvementsinorrevisionsofexistingproducts現有產品的改良或修正impulsebuying沖動購買impulsegoods沖動購買品incentives激勵income收入increasedpenetrationstrategy增加滲透戰略indirectcostingprofitabilityanalysis間接成本盈利性分析individualbrand個不品牌individualvalue個人價值industrialgoods&services工業產品和服務industrialgoodschannels工業品分銷渠道industryattractiveness行業吸引力industryattractiveness-businesspositionmatrix行業吸引力-業務地位矩陣industrydynamics產業動態industryevaluation產業評估industryevolution產業演變inelastic缺乏價格彈性influencers阻礙者infocommunicationsindustry信息通信行業infomercials商業信息廣告informationage信息時代informationsearch信息搜集informationtechnology信息技術information信息informative告知性的ingredient成份in-homepersonalinterview個人家庭訪談in-houseusetests內部使用測試innovation創新innovativeness創新性installation設施in-storedisplay店內展示in-storepositioning店內布局in-storepromotion店內促銷intangibles無形integratedmarketingcommunicationplan(IMC)整合營銷傳播打算integrationofperception感知整合integration整合Intel因特爾intensityofmarketposition市場地位的集中程度intensity集中程度intensivedistribution密集型分銷interactionsacrossmultipletargetmarkets多目標市場間的相互作用interactivemedia交互式媒體interestrates利率internaldatasources內部數據來源internalmarketing內部營銷internalorganizationalstructure內部組織結構internationaladvertising國際廣告internationalchannels國際分銷渠道internationaldivision國際分部internationalmarketing國際營銷internationalorganizationaldesign國際組織設計internationalizationofservices服務的國際化introductorystageofproductlifecycle產品生命周期的推出時期inventorylevel庫存水平investorrelationsadvertising投資關系廣告issueadvertising觀點廣告第11章JJJaquar美洲豹Jell-O吉露jobbers批發商Johnson&Johnson強生jointventures合資juryofexecutiveopinion行政治理人員群體意見法justnoticeabledifference(JND)恰巧注意到的差異just-in-time(JIT)managementsystem準時制治理體系just-in-timepurchasingarrangements及時采購安排第12章KKKao花王Keiritsu凱萊通Kellogg凱洛格公司KentuckyFriedChicken(KFC)肯德基keyaccountmanagement要緊客戶治理keyaccounts關鍵客戶keybenefits核心利益keyenvironmentalissueidentification確定要緊的環境問題keyvariables關鍵變量key/houseaccounts關鍵/機構客戶Kmart凱瑪特Kodak柯達Komatsu小松公司Kraft卡芙第13章LLlaboratorytests實驗室測試leapfrogstrategy蛙跳戰略learninghierarchy學習層級結構legalservices法律服務legislation立法legitimatepower法定權levelofcompensation酬金水平leveloftechnicalsophistication技術的復雜程度LeviStrauss李維·史特勞斯Levi's列維斯（全球最大的牛仔服制造商）lexicographicmodel詞典編纂模型lifestyle生活方式limited-servicewholesalers有限服務的批發商lineextension產品線擴展linefilling產品線填充linestretching產品線延伸listprice訂價Lloyd'sofLondon倫敦勞埃德保險公司localizaitonstrategy本地化戰略locationpricing場所定價location位置lodging房屋出租logisticalalliances后勤聯盟long-termmemory長期經歷lostcustomer失去的顧客LouisVuitton路易·威登（法國著名時尚品牌）low-contactservicesystem低接觸服務系統low-costdefender低成本防備型low-costposition低成本地位low-involvementhierarchy低參與程度層級結構LucentTechnologies朗訊科技第14章MMmacrorisks宏觀風險macroenvironment宏觀環境macrosegmentation宏觀細分mail-orderretailers郵購零售商maintainingmarketshare保持市場份額maintenancestrategy保持戰略managementoverhead治理費mandatoryadaptation強制性適應manufacturerbrand制造商/全國性品牌manufacturers'agents/representatives生產商的代理商/銷售代表manufacturers'exportagents(MEA)制造商出口代理manufacturers'salesoffices/branches生產商的銷售辦事處/分支機構manufacturingprocess制造過程manufacturing制造業marketaggregationstrategy整體市場戰略marketattractivenessfactors市場吸引力因素marketattractiveness市場吸引力marketattractiveness/businesspositionmatrix市場吸引力/業務地位矩陣marketcircumstances市場環境marketdemorgraphics市場人口分布/統計特征marketdimension市場量度marketentrystrategies市場進入戰略marketexclusion市場排斥marketexpansionstrategy市場擴張戰略marketfactors市場因素marketfollowers市場跟隨者marketgrowthrate市場增長率markethirarchy市場等級marketinclusion市場納入marketleaders市場領導者marketmeasurement市場測量marketopportunityanalysis市場機會分析marketoriented以市場為導向的marketpositionfactors市場地位因素marketpositioninganalysis市場定位分析marketpotentialmeasurements市場潛力測度marketresearch市場研究marketsegment細分市場marketsegmentation市場細分marketshare市場份額markettargeting目標市場選擇market市場marketability市場開拓能力mark