营销教材翻译术语对照表

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1、AAccelerator principle加速原理Accessibility可接近性Accessory equipment附属设备Action行动/活动Adopter采用者Adoption rate采用率Advanced computer technology先进计算机技术Advergaming广告游戏Advertising广告 creative decision创意决策 defined定义 effects of效果 market share市场份额 media decision媒体决策 types类型Advertising appeals广告诉求Advertising campaign广告

2、运动Advertising economies广告Advertising media, compared广告媒体，比较Advertising objective广告目标Advertising response function广告反应函数Advocacy advertising倡导广告African Americans marketing toU.S. regional patterns非裔美国人向非裔美国人营销美国区域模式Age and family life-cycle stage年龄和家庭生命周期阶段Age segmentation年龄细分Agent/broker channel代理商/

3、经纪商渠道AIDA conceptAIDA概念Allowances津贴Alternative media其他媒体 （p236）Amae御前注：日语，娇宠、依赖之意American values美国的价值观Anchor stores主力店Applied research应用研究Asian Americans marketing to亚裔美国人向亚裔美国人营销Assurance保证性ATC平均总成本Atmosphere氛围Attention注意Attitude态度Auctions, online拍卖，在线Audience selectivity受众选择性Audit, marketing审计，营销A

4、utomatic vending自动售货AVCAVC（平均可变成本）Average total cost (ATC)平均总成本（ATC）Average variable cost (AVC)平均可变成本（AVC）BB2B e-commerceB2B电子商务B2B online exchangeB2B在线交换Baby boomers婴儿潮Bait pricing引诱性定价Bar codes条码Barter易货（贸易）Base price 基准价Base price fine-tuning tactics基准价微调技巧Basic research基础研究Basing-point pricing基点

5、定价BehaviorScan行为扫描注：一款营销研究的产品，见p127Belief信念Below-cost pricing低于成本的定价Benefit segmentation利益细分Best customers最佳顾客Blogging博客corporateintegrated marketing communicationsmarketing researchnoncorporateopinion leader企业整合营销沟通营销研究非企业意见领袖Body image外在形象Bots机器。注：参见shopping bots 购物机器Boycott抵制Brainstorming头脑风暴（法）B

6、rand品牌Brand equity品牌资产Brand experience品牌体验Brand image品牌形象Brand loyalty品牌忠诚Brand mark品牌标志Brand name品牌名（称）Brand switchers品牌转换者Brandingbenefitscobrandinggeneric products v. branded productsindividual brands v. family brandsmanufacturers brand v. private brandstrademarks品牌化利益联合品牌化无品牌产品 v.有品牌产品个别品牌v.家族品牌

7、制造商品牌v.私有品牌商标Break-even analysis盈亏平衡分析Break-even point盈亏平衡点Break-even pricing盈亏平衡定价Budget, marketing预算，营销Build-to-order订单生产Building relationships建立关系Bundling捆绑Business analysis业务分析Business buying behavior业务购买行为Business format franchising经营模式特许Business marketingB2B Internet marketingbusiness buying b

8、ehaviorconsumer marketing, compareddefinedInternetMajor categories of business customersNAICSRelationship marketing/strategic alliancesRelationships in other culturesTypes of business products业务市场营销B2B互联网营销业务采购中心消费者营销，比较定义互联网业务顾客的主要类别北美行业分类系统关系营销/战略联盟其他文化中的关系业务产品的类型Business markets segmentationbuyin

9、g processcompany characteristicssix segmentation steps业务市场细分采购过程公司特征细分的六个步骤Business meetings商业会议Business mission业务使命Business product(industrial product)业务产品（工业品）Business services商业服务Business-to-Business electronic commerce业务对业务 电子商务Business-to business online exchange业务对业务在线交换Buy在消费者市场中，翻译成购买在业务市场中，

10、翻译成采购，下同Buyer购买者Buyer considerations购买者的考虑因素Buyer for export出口购买商Buying behavior购买行为Buying center采购中心Buying decision type采购决策类型Buying influence采购影响力Buying power购买力Buying processes购买过程Buying situations采购环境CCAFTA中美洲自由贸易协定Campaign evaluation(广告)运动评估Campaign management活动管理Cannibalization自损Capital-intens

11、ive资本密集Capturing customer data获取顾客数据Career opportunities职业机会Cash cow现金牛Cash discount现金折扣Catalogs目录Category killers品类杀手Cause-related marketing善因营销CCOs首席顾客官Central American Free Trade Agreement (CAFTA)中美洲自由贸易协定Central-location telephone (CLT) facility中心控制电话（CLT）设施Chain stores连锁商店/连锁店Changing beliefs改变

12、信念Channel渠道Channel captain渠道巨头Channel intermediaries渠道中间商Channel leader渠道领袖Channel members渠道成员Channel partnering渠道伙伴Channel power渠道权力/渠道力Channels of distribution. See marketing channels分销的渠道。参见营销渠道Chief customer officers (CCOs)首席顾客官（COOs）CI竞争情报City government市政府Closed-ended question封闭式问题Closing the

13、saleCLT facility中心控制电话（CLT）设施Cobranding联合品牌化Code of ethics伦理准则Cognitive dissonance认知失调Cold calling意外访问/冷电Commercialization商业化Communication沟通/传播Community shopping centers社区购物中心Company characteristics公司特征Comparative advertising对比性广告Compatibility兼容性Competitioncompetitive advantagepersonal sellingpricin

14、gsabotaging new product marketing竞争 竞争优势个人推销定价Competitive advantage竞争优势building sustainablecostdefinednicheproduct/service differentiation建立持续竞争优势成本定义利基产品/服务差异化Competitive advertising竞争性广告Competitive factors竞争因素Competitive intelligence (CI)竞争情报Competitor竞争者Competitors customers竞争者的顾客Compiled list编撰名

15、单Complementary branding互补品牌化Complexity复杂性Component lifestyles多样生活形态Component parts组成部件Computer-assisted personal interviewing计算机辅助人员访谈Computer-assisted self-interviewing计算机辅助自主访谈Computer technology计算机技术Concentrated targeting strategy集中性目标市场选择战略Concept test概念测试Conceptual learning概念式学习Conformity一致性Con

16、sideration set考虑集Consultants顾问Consultative selling咨询型销售Consumer behavior消费者行为Consumer debt消费者负债Consumer decision making消费者决策制定cultural influencesdecision-making processdecision typesfactors influencingindividual influencespsychological influencessocial influencestypes of buying decisionsunderstandin

17、g consumer behavior文化影响决策制定过程决策类型影响因素个体影响心理影响社会影响购买决策的类型理解消费者行为Consumer education消费者的教育水平Consumer income/debt消费者的收入/负债Consumer involvement消费者涉入Consumer learning消费者学习Consumer markets segmentation消费者市场细分age benefitdemographicethnicfamily life-cyclegendergeographicincomepsychographicusage rate年龄（细分）利益（

18、细分）人口（细分）种族（细分）家庭生命周期（细分）性别（细分）地理（细分）收入（细分）心理（细分）使用率（细分）Consumer motivation消费者动机Consumer penalty消费者罚金Consumer product消费品Consumer Product Safety Commission(CPSC)消费品安全委员会Consumer sales promotion消费者销售促进Consumer types消费者类型Consumers income消费者的收入Contact efficiency接触效率Containing/protecting products容纳/保护产品C

19、ontests竞赛Continuous media schedule持续媒体排期Contract logistics合同物流Contract manufacturing合同制造Control控制Convenience product便利品Convenience sample便利样本Convenience stores便利店Conventional morality习俗道德Conventions习俗Cooperative advertising合作性广告Cooperative branding合作品牌化Core service 核心服务Corporate blogs企业博客Corporate c

20、ommunication企业沟通/传播Cost 成本Cost competitive advantage成本竞争优势Cost curves成本曲线Cost determinant of price价格的成本决定因素Cost-oriented tactics成本导向的技巧Cost per contact每接触成本Cost schedule成本一览表Costs成本Countertrade对冲贸易County government县政府Coupon优惠券CPSC消费品安全委员会Credence quality置信质量Crisis management危机管理CRM. See customer rel

21、ationship management (CRM)顾客关系管理Cross-selling交叉销售Cross-tabulation列连表Culling products with a low profit margin精选低边际利润产品Cultural diversity文化多样性Cultural influences on consumer-buying decisionsculture and valuessocial classsubcultureunderstanding culture difference消费者购买决策的文化影响（因素）文化和价值观社会阶层亚文化理解文化差异Cult

22、ure文化Cumulative quantity discount累计数量折扣Customer base顾客基础Customer-centric顾客中心Customer data顾客数据Customer database顾客数据库Customer loyalty顾客忠诚Customer relationship management (CRM)capturing customer datacurrent customer base interactionscycledefinedidentifying best customersidentifying customer relationshi

23、psleveraging customer informationstoring/integrating customer datasystem implementation顾客关系管理获取顾客数据现有顾客基础互动周期定义识别最佳顾客识别顾客关系有效利用顾客信息存储/整合顾客数据系统实施Customer satisfaction顾客满意Customer segmentation顾客细分Customer value顾客价值观Customers顾客Customization定制DDAGMARDAGMAR(为测量广告结果而设定广告目标)Data mining数据挖掘Data warehouse数据仓

24、库Database数据库Database marketing 数据库营销Debt负债Decider决定者Decision support systems (DSS)决策支持系统（DSS）Decline stage衰退阶段Decoding解码Defining Advertising Goals for Measured Advertising Results (DAGMAR)为测量广告结果而设定广告目标Delayed-quotation pricing延缓报价定价Demand需求Demand curve需求曲线Demand determinants of price价格的需求决定因素Demand

25、-oriented tactics需求导向的技巧Demographic factorsbaby boomersgeneration Xgeneration Ymigrationtweens人口因素 婴儿潮X一代Y一代迁徙儿童Demographic makeup人口组成Demographic segmentation人口细分Demography人口统计（变量）/人口（变量）Demonstration executional style展示型执行风格Department stores百货商店Derived demand衍生需求Desire欲望Destination stores目标商店Develo

26、ping products. See product development and management开发产品。见产品开发和管理Development开发Diffusion扩散Direct channel直接渠道Direct foreign investment对外直接投资Direct mail直邮Direct marketing (direct-response marketing)直接营销Direct retailing直销Discounts折扣Discrepancies差异Discrepancy of assortment种类差异Discrepancy of quantity数量差异

27、Disintermediation 去中介化Disposable income可任意支配收入Distributiondualelectronicexclusiveindustrialintensivemultiplenonprofit organizationsselective分销双渠道（分销）电子（分销）排他性（分销）工业（分销）密集性（分销）多渠道（分销）非盈利组织（分销）选择性（分销）Distribution resource planning (DRP)分销资源计划Distribution strategies分销策略Distribution structure分销结构Distrib

28、utors分销商Diversification多样化Division of labor劳动分工Dog瘦狗Doha Round多哈回合（谈判）DRPDRP（分销资源计划）Drug stores药店DSS决策支持系统Dual distribution双渠道分销Dumping倾销EE-tailing电子零售Early adopters早期采用者Early majority早期大众Economic factors经济因素EDI电子数据交换Effective strategic planning有效战略计划Efficient labor有效率的劳动力Efficient sales/distributio

29、n高效销售/分销80/20 principle80/20法则Elastic demand弹性需求（有弹性的需求）Elasticity弹性Elasticity of demand需求弹性Electronic data interchange(EDI)电子数据交换（EDI）Electronic distribution电子分销Electronic retailing电子零售Emotion情绪Empathy移情性Employee and investor relations员工和投资者关系Employees员工/雇员Empowerment授权Encoding编码Environmental damag

30、e环境破坏Environmental management环境管理Environmental scanning环境扫描Equivalent quality相同质量Errors误差Escalator pricing调整定价Ethical behavior in business商业中的伦理行为Ethics decision makingdefinedguidelinesin businessprice strategywork伦理 决策制定 定义 方针 商业中的伦理 价格策略 工作中的伦理Ethnic and cultural diversity种族和文化多样性Ethnic markets种族市

31、场Ethnic segmentation种族细分Ethnographic research民族志研究European Union (EU)欧盟（EU）Evaluation评估Evaluative criteria评估准则Evaluators评估人（者）Evoked set激活集Exchange交换Exchange control交换控制Exchange rates汇率Exclusive distribution排他性分销Executional styles执行风格Executive interview高层主管访谈Existing additions现有产品线的新增产品Experience cu

32、rves经验曲线Experience quality体验质量Experiential learning体验式学习Experiment实验Export agent出口代理商Export broker出口经纪人Exporting出口Express warranty明示担保Extensive decision making广泛型决策制定External information search外部信息搜索External marketing environmentculturedemographic makeupeconomic and technological developmentglobal m

33、arketing standardizationnatural resourcespolitical structure and actions外部营销环境 文化 人口组成 经济和技术发展 全球营销标准化 自然资源 政治结构和活动Extranet外部网FFactory outlet工厂店Families家庭Family brand家族品牌Family life cycle (FLC)家庭生命周期Family life cycle segmentation家庭生命周期细分Fantasy executional style幻想型执行风格FDA食品和药物管理局Federal government联邦

34、政府Federal Trade Commission （FTC）联邦贸易委员会Feedback反馈Field service firm现场服务企业Firms business企业的业务Fixed cost固定成本FLC家庭生命周期Flexible pricing灵活定价Flighted media schedule集中媒体排期Floating exchange rates浮动汇率Fluctuating demand需求波动FOB origin pricingFOB原产地定价Focus group焦点小组Focus groups焦点小组Follow-up跟进Food and Drug Admin

35、istration (FDA)食品和药物管理局Four Ps4PFrame error 抽样框误差Franchise 特许/特许经营Franchisee受许人Franchising特许/特许经营Franchisor特许人Free merchandise免费商品Freestanding stores独立商店Freight absorption pricing免收运费定价Frequency频率Frequent buyer program常客计划FTC联邦贸易委员会Full-line discount stores全线折扣商店Functional discount功能折扣Functional mod

36、ification功能变更GGap analysis model差距分析模型Gap model差距模型Gatekeepers守门人GATT关税和贸易总协定Gender性别Gender segmentation性别细分General Agreement on Tariffs and Trade (GATT)关税和贸易总协定Generating leads产生线索Generation XX一代Generation YY一代Generator storesGeneric product一般产品Generic product name一般产品名Geodemographic segmentation地理

37、人口细分Geodemographics地理人口Geographic pricing地理定价（法）Geographic segmentation地理细分Global brand全球品牌Global logistics全球物流Global marketing全球营销Global marketing channels全球营销渠道Global marketing standardization全球营销标准化Global visiondefinedexternal environmentglobal marketing by the individual firmglobal marketing mix

38、impact of the Internetmultinational firmsrewards of global marketing全球视野 定义 外部环境 单个企业的全球营销 全球营销组合 互联网的影响 跨国企业 全球营销的价值Globalization全球化Government政府Government subsidies政府补贴Gross margin毛利率Gross ratings points (GRP)毛评点Growth stage成长期（成长阶段）GRP毛评点Guarantee担保HHeterogeneity异质性Hispanic Americans marketing to向

39、西班牙裔美国人影响U. S. regional patterns美国区域模式Horizontal conflict水平冲突Humorous executional style幽默型执行风格IIdea generation构思产生Idea screening构思筛选Ideal self-image理想的自我形象Identifiability可识别性IMC. See Integrated marketing communications (IMC)整合营销传播IMF国际货币基金组织Implementation执行Implied warranty默示担保In-home personal interv

40、iews入户人员访谈Inbound telemarketing呼入式电话营销Income, consumers收入，消费者Income segmentation收入细分Independent retailers独立零售商Indirect payment间接支付Individual branding单独品牌化Individual influences on consumer buying decisions消费者购买决策的个体影响（因素）Industrial distributors工业分销商Industrial product工业产品/工业品Inelastic demand无弹性需求Infla

41、tion通货膨胀Influencers影响者Infomercial商业信息片Information processing对信息的过程/信息加工Information search信息搜索Informational labeling告知性标签Informing告知InfoScanInfoScan注：IRI的一款产品名Ingredient branding成分品牌化Initiator发起者Innovation创新Innovators创新采用者Inseparability不可分割性Installations装置Institutional advertising组织广告Intangibility无形性

42、Integrated marketing communications (IMC)advertisingAIDA conceptbloggingcommunication processdefinedfactors affecting promotional mixmarketing mixpersonal sellingpromotion goals/taskspublic relationsrole of promotionsales promotion整合营销沟通（IMC） 广告AIDA概念博客沟通过程定义影响促销组合的因素营销组合人员推销促销目标/任务公共关系促销的作用销售促进Inte

43、nsive distribution密集性分销Interaction互动Interactivity互动性Interest兴趣Internal information search内部信息搜索Internal marketing 内部营销International Monetary Fund (IMF)国际货币基金（组织）（IMF）Internetas type of mediaauctionsbusiness marketingcouponsimpact on personal sellingindustrial distributorsinteracting with customersle

44、ad generationmarketing research, and, opinion leaderpricingprivacy concernsresearch samples retailing sales promotionsimultaneous product development互联网 作为媒体拍卖业务市场营销优惠券对人员推销的影响工业分销商与顾客互动线索产生市场营销研究意见领袖定价隐私问题研究样本零售销售促进同步化产品开发Internet auctions互联网拍卖Interpersonal communication人际沟通Interview访谈Introduction

45、stage导入期/导入阶段Introductory stage导入期/导入阶段Inventory control system存货控制系统Involvement涉入Inward looking内向视野JJITJIT （及时生产）Joint costs联合成本Joint demand联合需求Joint venture联合投资Just-in-time production (JIT)及时生产（JIT）KKeiretsu经连注：日语，相互拥有利害关系以作为彼此间保障的企业组合，特别是在日本，而且通常包含大型制造商及他们原料及零组件的供货商 p86Keystoning双倍成本定价Knowledge m

46、anagement知识管理L Labeling标签Laboratory market testing实验室市场测试Laboratory tests实验室测试Laggards落后（采用）者Large customers大顾客Late majority晚期大众Lead generation线索产生Lead qualification线索资格确认Leader pricing招徕定价Learning学习Leasing租借Legal considerations法律考虑因素Legal factors. See Political/legal factors法律因素。见政治/法律因素Level of se

47、rvice 服务水平Licensing许可Life-cycle stage of a consumer 消费者的生命周期阶段Lifestyle生活形态Lifestyle executional style生活方式型执行风格Lifetime value analysis (LTV)终身价值分析（LTV）Limited decision making受限型决策制定Lobbying游说Location of buyers购买者的地理位置Location selection, in retail选址，零售Logistics物流Logistics information system物流信息系统Loss

48、-leader pricing牺牲品定价Lower-priced products更低价格的产品Loyal customers忠诚顾客Loyalty忠诚Loyalty marketing programs忠诚营销计划LTV 终身价值MM-commerce移动电子商务Magazines杂志Mail order邮购Mail panels邮寄小组Mail surveys邮寄调查Major equipment (installations)主要设备（设施）Mall intercept interviews商场拦截访问Management decision problem管理决策问题Management

49、 philosophies. See marketing management philosophies管理哲学。参见营销管理哲学Managing products. See Product development and management管理产品。参见产品开发和管理Manufacturers brand制造商品牌Marginal revenue (MR)边际收入Marginal cost (MC)边际成本Market市场Market-basket analysis市场购物篮分析Market characteristics市场特征Market conditions市场状况Market de

50、velopment市场开发Market factors市场因素Market grouping市场集团Market opportunity analysis (MOA)市场机会分析Market orientation市场导向Market-oriented organization市场导向型组织Market penetration市场渗透Market segment细分市场Market share市场份额advertising anddefiendone-to-one marketingpricing pricing, and, 广告定义一对一营销定价定价Marketing营销careersdef

51、initionmanagementmarketing management philosophiessales/market orientationsservices. See also Servicessocial rolewhy study职业定义管理营销管理哲学销售/市场导向服务，同时参见服务社会角色为什么学习Marketing audit营销审计Marketing budget营销预算Marketing channels营销渠道conflictcontact efficiencyglobal marketsintermediariesovercoming discrepanciespa

52、rtnershipsproviding specialization/division of laborrelationship managementstrategic alliancesstrategy decisionsstructuressupply chain management冲突接触效率全球市场中间商克服差异伙伴提供专业化和劳动分工关系管理战略联盟战略决策结构供应链管理Marketing communications. See Integrated marketing communications (IMC)营销沟通 参见整合营销沟通 （IMC）Marketing concept

53、营销观念Marketing-controlled information source营销控制信息来源Marketing decision support systems营销决策支持系统Marketing information营销信息Marketing management营销管理Marketing management philosophies营销管理哲学market orientationproduct orientationsales orientationsocietal orientation市场导向产品导向销售导向社会导向Marketing mix营销组合Marketing my

54、opia营销短视Marketing objective营销目标Marketing plan营销计划creating definedelements of following up onwhy write 创建 定义 要素跟进为什么撰写Marketing planning（市场）营销计划Marketing research（市场）营销研究competitive intelligencedecision support systemsdefined Internet, andprocessrole of scanner-based researchwhen conducted竞争情报决策支持系统定

55、义互联网过程作用基于扫描的研究何时进行Marketing research aggregator营销研究采集Marketing research objective营销研究目标Marketing research problem营销研究问题Marketing research project营销研究项目analyzing datacollecting dataethnographic researchexperimentsfollowing upInternetobservation researchplanning design/gathering dataquestionnaire des

56、ignreport preparation/presentationsampling proceduressecondary data surveys分析数据收集数据民族志研究实验跟进互联网观察研究计划设计/收集数据问卷设计报告准备/展示抽样程序二手数据调查Marketing strategy营销战略Markup pricing加成定价Maslows hierarchy of needs马斯洛需要层次（理论）Mass communication大众传播Mass customization大量定制Mass merchandising大量销售/量贩Materials handling物料搬运Materials-handling system物料搬运系统Materials management物料管理Materials requirement planning (MRP)物料需求计划（MRP）Maturity stage