第一篇：What is Marketing市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)英語(yǔ)（范文）

Text 1.1

What is marketing?

What does the term marketing really mean? Many people mistakenly think of it as advertising and selling.Given the number of commercials on television, in magazines and newspapers and all the signs and offers in and around the shops this is not surprising.However, advertising and selling are only two of several marketing functions, and not necessarily the most important ones.The most basic concept underlying marketing is that of human needs.We have many needs including ones such as affection, knowledge and a sense of belonging as well as the physical need for food, warmth and shelter.A good deal of our lives is devoted to obtaining what will satisfy those needs.Marketing can thus be defined as any human activity which is directed at satisfying needs and wants by creating and exchanging goods and value with others.Marketing has become a key factor in the success of western businesses.Today’s companies face stiff competition and the companies which can best satisfy customer needs are those which will survive and make the largest profits.

第二篇：市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)英語(yǔ)術(shù)語(yǔ)

A A.C.Nielson 尼爾森市場(chǎng)研究公司 absorption of costs 成本分配 accesibility 可進(jìn)入性

accessory equipment markets 附屬設(shè)備市場(chǎng) account management policies 客戶(hù)管理策略 Acer 宏基

acquisition new-product development strategy 新產(chǎn)品開(kāi)發(fā)收購(gòu)戰(zhàn)略 activity-based costing 以活動(dòng)為基礎(chǔ)的成本系統(tǒng) adaptability 適應(yīng)性

adaptation to market variations 適應(yīng)市場(chǎng)變化 adaptive positioning 適應(yīng)性定位

additions to existing product lines 現(xiàn)有產(chǎn)品線(xiàn)的增加 adequate size 準(zhǔn)確的大小/足夠的規(guī)模

administered vertical marketing systems 管理式垂直營(yíng)銷(xiāo)系統(tǒng) administrative relationships 管理關(guān)系 adopter categories 采購(gòu)者的類(lèi)型 adoption process 采購(gòu)過(guò)程

advertising and market segmentation 廣告與市場(chǎng)細(xì)分 advertising and sales promotion 廣告和銷(xiāo)售促進(jìn) advertising effects 廣告效果 advertising ethics 廣告?zhèn)惱淼赖?advertising feedback 廣告反饋 advertising frequency 廣告頻率 advertising media 廣告媒體 advertising message 廣告信息 advertising reach 廣告接受人數(shù) advertising source 廣告信息來(lái)源 advertising 廣告

aerobic enthusiasts 增氧健身運(yùn)動(dòng)愛(ài)好者 aesthetics 美感 affinity club 同族俱樂(lè)部 after tests 事后測(cè)試 agent middleman 代理商

agent/merchant middleman 代理中間商 allowance 折讓 alteration 退換

AMA Code of Ethics 美國(guó)營(yíng)銷(xiāo)協(xié)會(huì)職業(yè)道德標(biāo)準(zhǔn) Amazon.com 亞馬遜公司 American Airlines 美國(guó)航空公司 American Express 美國(guó)運(yùn)通

American Marketing Association 美國(guó)營(yíng)銷(xiāo)協(xié)會(huì) Amoco 阿莫科（英國(guó)石油公司）analysis of data 數(shù)據(jù)分析 analyzer strategy 分析者戰(zhàn)略 Anderson 安達(dá)信

annual marketing plan 營(yíng)銷(xiāo)計(jì)劃

annual requirement purchasing arrangement 采購(gòu)需求計(jì)劃 anticipatory positioning 預(yù)見(jiàn)性定位 anti-pollution legislation 反污染立法 anti-trust legislation 反托拉斯立法 Apple Computers 蘋(píng)果電腦 area structure 地區(qū)結(jié)構(gòu)

aspiration/expectation level 渴望/期望水平aspirations of consumers 消費(fèi)者渴望 assurance 保證

AT&T 美國(guó)電話(huà)電報(bào)公司

ATM(automatic teller machine)銀行自動(dòng)柜員機(jī) attitudes of consumers 消費(fèi)者態(tài)度 attributes 屬性 audiences 受眾 auto repair 汽車(chē)維修

automation services 自動(dòng)服務(wù) automobile industry 汽車(chē)產(chǎn)業(yè) autonomy 自主權(quán)

availability 可獲得性/供貨能力 avante guardian 前衛(wèi)派 Avon 雅芳

awareness（產(chǎn)品）知曉度/知名度

B baby boomers 嬰兒潮出生的一代人

backward channels for recycling 回收的后向渠道 backward integration 后向垂直一體化 banner advertisements 橫幅標(biāo)語(yǔ)廣告 bar codes 條形碼 barter 實(shí)物交易 basic physical needs 基本生理需要 Bausch & Lomb 博士倫

BCG Grow-Share Matrix 波士頓增長(zhǎng)-份額矩陣 before tests 事前測(cè)試

Behavior Scan Information Resources Inc.行為掃描信息源公司 behavioural analysis 行為分析 behavioural hierarchies 行為層級(jí) benchmarking 基準(zhǔn) benefit clusters 利益群體 benefits 利益 Benz 奔馳 billing 帳單

biological revolution 生物革命 birth rate 出生率

blanket purchase order 一攬子采購(gòu)合同 blind-paired comparison testing 雙盲比較測(cè)試 Blockbuster blue collars 藍(lán)領(lǐng) BMW 寶馬 Boeing 波音

bottom line 底線(xiàn)/盈虧一覽結(jié)算線(xiàn) brand awareness 品牌意識(shí)/認(rèn)知 brand extensions 品牌擴(kuò)展 brand loyalty 品牌忠誠(chéng)度 brand mark 品牌標(biāo)志 brand name 品牌名稱(chēng) brand positioning 品牌定位 brand recognition 品牌識(shí)別 brand strategies 品牌戰(zhàn)略 brand 品牌

branding strategy 品牌化戰(zhàn)略 branding 品牌化

brand's equity 品牌的價(jià)值 break-even analysis 盈虧平衡分析 break-even volume 盈虧平衡產(chǎn)量

breath of product assortment 產(chǎn)品線(xiàn)的寬度

breath or diversity of product lines 產(chǎn)品線(xiàn)的寬度或多樣性 bribery 賄賂

British Airways 英國(guó)航空公司 brokers 經(jīng)紀(jì)人 budgeting 預(yù)算 bundle 捆綁

Bureau of Census 人口統(tǒng)計(jì)局 Burger King 漢堡王

busines strength rating 商業(yè)能力評(píng)分 business plan 商業(yè)計(jì)劃 business position 經(jīng)營(yíng)地位 business sector 商業(yè)部門(mén)

business services markets 商業(yè)服務(wù)市場(chǎng) business strategies 經(jīng)營(yíng)戰(zhàn)略 business unit strategy 經(jīng)營(yíng)單位戰(zhàn)略 Business Week 《商業(yè)周刊》 buyback allowances 回購(gòu)折讓 buyback arrangements 產(chǎn)品返銷(xiāo)

buyers' bargaining power 買(mǎi)方的討價(jià)還價(jià)能力 buyers 采購(gòu)者

buying behavior 購(gòu)買(mǎi)行為 buying center 采購(gòu)中心 buying inertia 購(gòu)買(mǎi)慣性 buying intention 購(gòu)買(mǎi)意圖 buying offices 連鎖商店的進(jìn)貨中心 buying power indes(BPI)購(gòu)買(mǎi)力指數(shù) buying situation 采購(gòu)情況/類(lèi)型 buying task 采購(gòu)任務(wù)

C cable TV 有線(xiàn)電視 Cadillac 凱迪拉克

Campbell's Soup 金寶湯業(yè)公司 capital gains 資本收益

capital invested in product 產(chǎn)品投入資本 Carnival 嘉年華 cash cows 現(xiàn)金牛類(lèi) cash discounts 現(xiàn)金折扣 catalogue sales 目錄銷(xiāo)售

categorization of perception 感知分類(lèi) categorization 分門(mén)別類(lèi) Caterpillar Tractor 卡特皮勒公司 Cathay Airlines 國(guó)泰航空公司 CBS Records 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 channel alternatives 可選擇的營(yíng)銷(xiāo)渠道 channel conflicts 渠道沖突 channel decisions 渠道決策 channel functions 渠道功能 channel institutions 渠道組織結(jié)構(gòu) channel management 渠道管理 channel objectives 渠道目標(biāo) channel of distribution 分銷(xiāo)渠道 channel power 渠道權(quán)力

channel-control strategies 渠道控制戰(zhàn)略 channel-design decisions 渠道設(shè)計(jì)決策 channel-management decisions 渠道管理決策 channels of communication 傳播渠道 Charles Snow 查爾斯?斯諾 Cherokee 切諾基 chevrolet 雪佛萊 choice criteria 選擇標(biāo)準(zhǔn)

Christian Dior 克里斯汀?迪奧（世界著名時(shí)裝品牌）Chrysler 克萊斯勒 Citi Corp 花旗銀行 closing a sale 結(jié)束銷(xiāo)售 clothing retailers 服裝零售商 CNN 美國(guó)有線(xiàn)新聞網(wǎng) co-branding 聯(lián)合品牌

code of ethics（職業(yè)）道德標(biāo)準(zhǔn) coercive power 強(qiáng)制權(quán)

cognitive dissonance 認(rèn)識(shí)的不協(xié)調(diào) Colgate-Palmolive 高露潔 collection of data 數(shù)據(jù)收集 collection 收款

co-marketing alliances 聯(lián)合營(yíng)銷(xiāo)聯(lián)盟

combination compensation plan 結(jié)合式薪酬方案 Comdex 計(jì)算機(jī)展銷(xiāo)會(huì) commercialization 商業(yè)化 commitment 承諾

communication channels 傳播渠道 communication process 傳播過(guò)程 communication 信息交流/溝通 communications media 傳播媒體 company personnel 公司員工 Compaq 康柏

comparative advertisements 比較廣告 comparison of brands 品牌比較 compensation deals 補(bǔ)償處理 compensation plan 酬金方案 compensation/rewards 酬金/獎(jiǎng)勵(lì) compensatory 補(bǔ)償性的

competition and industry evolution 競(jìng)爭(zhēng)和行業(yè)演變 competition-orientated pricing 競(jìng)爭(zhēng)導(dǎo)向定價(jià)法 competitive advantage 競(jìng)爭(zhēng)優(yōu)勢(shì)

competitive(supply-side)evolution 競(jìng)爭(zhēng)（供方）演變 competitive factors 競(jìng)爭(zhēng)因素

competitive intelligence 競(jìng)爭(zhēng)情報(bào)/信息

competitive parity promotion budgeting 競(jìng)爭(zhēng)均勢(shì)促銷(xiāo)預(yù)算法 competitive strategy 競(jìng)爭(zhēng)戰(zhàn)略 competitive strength 競(jìng)爭(zhēng)優(yōu)勢(shì)/能力 competitor analysis 競(jìng)爭(zhēng)者分析 complaint handling 投訴處理

component materials and parts markets 組成材料和零部件市場(chǎng) computerized ordering 計(jì)算機(jī)化的訂購(gòu) conclusive research 確定性研究 conditions of demand 需求情況

conflict and resolution strategies 沖突和解決戰(zhàn)略 conformance to specifications 與規(guī)格一致 conformance 一致性

confrontation strategy 對(duì)抗戰(zhàn)略 conjoint measurement 聯(lián)合測(cè)度法 conjunctive model 聯(lián)合模型

consumer decision-making 消費(fèi)者（購(gòu)買(mǎi)）決策 consumer goods channels 消費(fèi)品分銷(xiāo)渠道

Consumer Goods Pricing Act, USA 美國(guó)消費(fèi)品定價(jià)法案 consumer goods 消費(fèi)品 consumer markets 消費(fèi)品市場(chǎng) consumer needs 消費(fèi)者需求

consumer packaged-goods firms 消費(fèi)者包裝食品公司 consumer promotion 消費(fèi)者促銷(xiāo) consumer tests 消費(fèi)者測(cè)試

consumer/household market 消費(fèi)者/家庭市場(chǎng) consumers' perceptions 消費(fèi)者感知 consumption 消費(fèi) contests 競(jìng)賽

contingency planning 權(quán)變計(jì)劃 contract construction 契約建筑業(yè) contract manufacturing 契約制造業(yè)

contraction/strategic withdrawal strategy 收縮/戰(zhàn)略性撤退戰(zhàn)略 contractual entry modes 契約式進(jìn)入模式

contractual vertical marketing systems 合約式垂直營(yíng)銷(xiāo)系統(tǒng) contribution margin analysis 邊際貢獻(xiàn)（貢獻(xiàn)毛利）分析 contributrion margin 邊際貢獻(xiàn) control strategies 控制戰(zhàn)略

convenience food stores 便利食品商店 convenience goods 便利品 convenience 服務(wù)的便利性 Cool Whip 清涼維普

co-operative advertising 合作性廣告

co-ordination and conflict resolution 協(xié)調(diào)與沖突解決 co-production 合作生產(chǎn)

core benefit proposition(CBP)核心利益方案/提議 corollary-data method 推定數(shù)據(jù)法 corporate HQ 公司總部

corporate scope 公司（經(jīng)營(yíng)）范圍 corporate strategy 公司戰(zhàn)略

corporate vertical marketing systems 公司式垂直營(yíng)銷(xiāo)系統(tǒng) corporate/institutional advertising 團(tuán)體/社會(huì)公共機(jī)構(gòu)廣告 corrective action 矯正行動(dòng) cost analysis 成本分析 cost effectiveness 成本有效性

cost leadership strategy 成本領(lǐng)先戰(zhàn)略 cost of capital 資本成本

cost of goods sold(COGS)產(chǎn)品銷(xiāo)售成本 cost reductions 降低成本產(chǎn)品

cost-and-volume relationship 成本-數(shù)量關(guān)系 cost-oriented pricing 成本導(dǎo)向定價(jià)法

cost-plus/mark-up pricing 成本加成/溢價(jià)定價(jià)法

costs and benefits of marketing functions 營(yíng)銷(xiāo)職能的成本和效益 costs of competitors 競(jìng)爭(zhēng)者成本 costs of distribution 分銷(xiāo)成本 countertrade 對(duì)等貿(mào)易 coupons 優(yōu)惠券 courtesy 禮貌 coverage of geographic market 地域性市場(chǎng)的范圍 coverage of relevant retailers 相關(guān)零售商的銷(xiāo)售范圍 credibility 信譽(yù) credit terms 信貸條款 critical assumptions 關(guān)鍵假設(shè) cross-elasticity 交叉彈性 customary pricing習(xí)慣性定價(jià)法 customer analysis 顧客分析 customer contact 顧客接觸 customer demand 顧客需求 customer intimacy 顧客親密度 customer loyalty 顧客忠誠(chéng)度 customer need 顧客需要

customer organization of sales force 按客戶(hù)組織銷(xiāo)售隊(duì)伍 customer retention 顧客維系/保留 customer satisfaction 顧客滿(mǎn)意度

customer segment pricing 顧客細(xì)分市場(chǎng)定價(jià) customer service 顧客服務(wù)

customer-oriented pricing 顧客導(dǎo)向定價(jià)法 customers' perception 顧客感知 customers' preferences 顧客偏好

customers' price sensitivity 顧客的價(jià)格敏感度 customizing 定制

D data collection 數(shù)據(jù)收集 data confidentiality 數(shù)據(jù)保密 data research 數(shù)據(jù)研究 data sources 數(shù)據(jù)來(lái)源 dealers 經(jīng)銷(xiāo)商

deceptive advertisements 欺騙性廣告 deciders 決策者

declining markets 衰退市場(chǎng) decoding 解碼 defect rate 缺陷率

defender strategy 防御型戰(zhàn)略

defensive new-product development strategy 防御性新產(chǎn)品開(kāi)發(fā)戰(zhàn)略 defensive positioning 防御性定位 delivery time 交付時(shí)間 delivery 配送

Dell Computers 戴爾計(jì)算機(jī)公司 Delta Airlines 三角洲航空公司 demand characteristics 需求特征 demand curve 需求曲線(xiàn)

demand-oriented pricing 需求導(dǎo)向定價(jià)法 demographic environment 人口統(tǒng)計(jì)環(huán)境 department stores 百貨商店 dependability 可靠性 deregulation 放松管制 derived demand 衍生需求 descriptive research 描述性研究 design decisions 設(shè)計(jì)決策

desired percentage mark-up on retail 預(yù)期零售利潤(rùn)率 desired percentage return 預(yù)期回報(bào)率 determinant attributes 關(guān)鍵屬性 determinants 決定因素 different responses 差別反應(yīng)

differentiated defender strategy 差異化防御戰(zhàn)略 differentiated marketing 差異化營(yíng)銷(xiāo) differentiation over time 不同時(shí)間的差異 differentiation strategy 差異化戰(zhàn)略 differentiation 差異化

diffusion of innovation theory 創(chuàng)新擴(kuò)散理論 dimension 因素

dimensions of quality 質(zhì)量維度

direct costing profitability analysis 直接成本盈利性分析 direct mail 直接郵寄

direct marketing via advertising media 通過(guò)廣告媒體的直接營(yíng)銷(xiāo) direct marketing 直接營(yíng)銷(xiāo)

direct product profitability(DPP)直接產(chǎn)品盈利性/利潤(rùn)率 direct selling 直銷(xiāo) discount rate 貼現(xiàn)率 discount stores 折扣商店 discount 折扣

discount/premium price policies 折扣/溢價(jià)策略 discriminant analysis 差異分析法

discriminatory adjustments 歧視價(jià)格調(diào)整 discriminatory pricing adjustments 歧視定價(jià)調(diào)整 disjunctive model 分離模型 display space 陳列空間 disposable income 可支配收入

dissonance-attribution hierarchy 不和諧-歸屬層次結(jié)構(gòu) distribution channel designs 分銷(xiāo)渠道設(shè)計(jì) distribution channel objectives 分銷(xiāo)渠道的目標(biāo) distribution channel 分銷(xiāo)渠道 distribution decisions 分銷(xiāo)決策 distribution policies 分銷(xiāo)策略 distribution 分銷(xiāo)

distributor/store(private lables)brands 分銷(xiāo)商/私有品牌 distributors 分銷(xiāo)商 diversification 多元化 divest 撤退 divest 出讓

divestment or liquidation 收回投資或清算 dividend 紅利 dogs 瘦狗類(lèi)

domestic target marketing strategies 國(guó)內(nèi)目標(biāo)市場(chǎng)定位的營(yíng)銷(xiāo)戰(zhàn)略 dropping products 放棄產(chǎn)品 dry cleaning 干洗

dual/two channel distribution systems 雙重分銷(xiāo)系統(tǒng) duplication（媒體）重復(fù) DuPont 杜邦公司 durability 耐用性

E early vs late adoption 早期采購(gòu)與后期采購(gòu) earnings per share 每股收益

economic and technological factors 經(jīng)濟(jì)技術(shù)因素 economic power 經(jīng)濟(jì)權(quán) economies of scale 規(guī)模經(jīng)濟(jì) education services 教育服務(wù) effectiveness 有效性 efficiency 效率 Electrolux 伊萊克斯 emergency goods 急需品 Emerson Electric 愛(ài)默生電氣 emotional appeals 情感訴求 empathy 移情作用

empirical evidence 經(jīng)驗(yàn)性實(shí)例 empowerment 授權(quán) encoding 編碼 end use 最終使用 endorsement 贊同

engineering（產(chǎn)品）工程設(shè)計(jì) entrepreneurial strategy 企業(yè)家戰(zhàn)略 entry strategies 進(jìn)入戰(zhàn)略

environment and packaging disposal 環(huán)境與包裝處理 environment factors 環(huán)境因素

environmental scanning 環(huán)境掃描/分析 environmental strategy 環(huán)境戰(zhàn)略 establishment 機(jī)構(gòu)

ethical audit（公司）倫理審計(jì) ethics of marketing 營(yíng)銷(xiāo)倫理道德 ethnic composition 種族構(gòu)成 European Community 歐共體

evaluation and reward systems 評(píng)估與獎(jiǎng)勵(lì)體系 evaluation and selection of supplier 評(píng)估和選擇供應(yīng)商 evaluation of alternatives 評(píng)估替代品/各種選擇 evaluation of brands 品牌評(píng)估 event sponsorship 事件贊助 event 活動(dòng)

everyday low-price(EDLP)天天低價(jià) evoked set 引發(fā)的組合 evolution of market 市場(chǎng)演變 exchange 交換

exclusive dealing 獨(dú)家銷(xiāo)售 exclusive distribution 獨(dú)家分銷(xiāo) executive summary 執(zhí)行摘要 exhibition media 展示廣告媒體 existing market 現(xiàn)有市場(chǎng) exit barriers 退出壁壘 expansion path 擴(kuò)張途徑

expectation measures（顧客）預(yù)期測(cè)度 expectations of customers 顧客期望 expected unit sales 預(yù)計(jì)產(chǎn)量 expected value 期望價(jià)值 experience curve 經(jīng)驗(yàn)曲線(xiàn) experimental research 實(shí)驗(yàn)性研究 expert power 專(zhuān)長(zhǎng)權(quán)

exploratory research 探索性研究 export agents 出口代理（商）export jobbers 出口批發(fā)商

export management company 出口管理公司 export merchants 出口貿(mào)易商 export 出口 exporting 出口商品

extended use strategy 擴(kuò)大使用戰(zhàn)略 extending volume growth 擴(kuò)大市場(chǎng)份額 external data sources 外部數(shù)據(jù)來(lái)源 external environment 外部環(huán)境

extrapolation of past sales trends 過(guò)去銷(xiāo)售趨勢(shì)推測(cè)法

F facilitating agencies 輔助/中介機(jī)構(gòu) factor analysis 因素分析法 fads 時(shí)尚

family branding 家族品牌 family life cycle 家庭生命周期 family structure 家庭結(jié)構(gòu) farm products 農(nóng)產(chǎn)品

fast-moving consumer goods(FMCG)快速變動(dòng)的消費(fèi)品 fear appeals 恐懼/顧慮訴求 features 特征

Federal Department Stores 聯(lián)邦百貨商店 Federal Trade Code（FTC)聯(lián)邦貿(mào)易法案 FedEx(Federal Express)聯(lián)邦快遞 feedback data 反饋數(shù)據(jù)

field test marketing 實(shí)地市場(chǎng)測(cè)試 financing 融資 fisheries 漁業(yè)

fit and finish 結(jié)實(shí)度與外觀 fixed costs 固定成本 fixed salary 固定工資

flanker strategy 側(cè)翼進(jìn)攻戰(zhàn)略 flanker/fighting brand 戰(zhàn)斗品牌

flanking and encirclement strategies 側(cè)翼進(jìn)攻與圍堵戰(zhàn)略 flat organizational structure 扁平的組織結(jié)構(gòu) FOB origin pricing FOB產(chǎn)地定價(jià)法 focus strategy 集中戰(zhàn)略 followers 追隨者 Ford 福特公司

foreign middlemen 國(guó)外中間商 forestry 林業(yè)

formalization 形式/規(guī)范化 formulate 制定

fortress/position-defence strategy 防御堡壘戰(zhàn)略 Fortune 《財(cái)富》雜志

forward integration 向前一體化 franchise systems 特許系統(tǒng) franchising 特許經(jīng)營(yíng)

free call numbers 免費(fèi)電話(huà)號(hào)碼 free goods 免費(fèi)商品

freight-absorption pricing 免收運(yùn)費(fèi)定價(jià)法 fringe benefits 小額津貼

frontal attack strategy 正面進(jìn)攻戰(zhàn)略

full costing profitability analysis 全成本盈利性分析 full-service wholesalers 全方位服務(wù)的批發(fā)商

functional competencies and resource allocation 職能能力與資源分配 functional efficiency 職能效率

functional organization of sales force 按銷(xiāo)售職能組織銷(xiāo)售隊(duì)伍 functional organizational structure 職能型組織結(jié)構(gòu) functional performance 功能性能 functional strategy 職能戰(zhàn)略

G games 比賽 gap 差距

gatekeepers 信息傳遞者

general behavioral descriptors 一般行為變量 General Electric(GE)通用電氣 General Foods Corporation 通用食品

general merchandise discount chains 大眾商品折扣連鎖店 General Motors 通用汽車(chē)

geodemographics 區(qū)域人口統(tǒng)計(jì)特征 geographic adjustments 地理調(diào)整 geographic distribution 地理分布

geographical organization of sales force 按地區(qū)組織銷(xiāo)售隊(duì)伍 Gillette 吉列剔須刀 global adjustments 全球調(diào)整

global elite consumer segment 全球精英消費(fèi)品市場(chǎng) global expansion 全球擴(kuò)張

global marketing control 全球營(yíng)銷(xiāo)控制 global markets 全球市場(chǎng)

global niche strategy 全球機(jī)會(huì)戰(zhàn)略

global standardization strategy 全球標(biāo)準(zhǔn)化戰(zhàn)略 global teenage segment 全球青少年市場(chǎng) globalization 全球化

global-market expansion 全球市場(chǎng)擴(kuò)張 goals 總目標(biāo)

going-rate/competitive parity pricing 競(jìng)爭(zhēng)性平價(jià)定價(jià)法 goods producers 產(chǎn)品制造商 Goodyear 固特異輪胎

government agencies 政府機(jī)構(gòu) government buyers 政府采購(gòu)者 government market 政府市場(chǎng) government regulation 政府管制 greenhouse effect 溫室效應(yīng) grey market 灰色市場(chǎng)

gross domestic product(GDP)國(guó)內(nèi)生產(chǎn)總值 gross margin 毛利

gross national product(GNP)國(guó)民生產(chǎn)總值 gross profit 毛利

gross rating points(GRPs)總級(jí)別指數(shù)

group/category product manager 類(lèi)別產(chǎn)品經(jīng)理 growing markets 成長(zhǎng)市場(chǎng) growth rate of market 市場(chǎng)增長(zhǎng)率

growth stage of product life cycle 產(chǎn)品生命周期的成長(zhǎng)階段 growth-extension strategies 增長(zhǎng)擴(kuò)張戰(zhàn)略

growth-market strategies for market leaders 市場(chǎng)領(lǐng)導(dǎo)者的市場(chǎng)增長(zhǎng)戰(zhàn)略 growth-market strategy 成長(zhǎng)性市場(chǎng)戰(zhàn)略

growth-market targeting strategy 成長(zhǎng)性市場(chǎng)定位戰(zhàn)略 guarantee/warranty 保證/擔(dān)保 guarantees 保證

Gucci 古琦（世界著名時(shí)裝品牌）

H Haagen-Dazs 哈根達(dá)斯 hard technology 硬技術(shù)

Harvard Business Review 《哈佛商業(yè)評(píng)論》 harvest 收獲

harvesting pricing 收獲定價(jià)法 harvesting strategy 收獲戰(zhàn)略 health care 醫(yī)療保健

health maintenance organizations(HMOs)（美國(guó)）衛(wèi)生保健組織 heavy buyer 大客戶(hù)

Heileman Brewing Company Heinz 亨氏食品 helpfulness 有益性 Henkel 漢高

Hertz 赫茲（美國(guó)汽車(chē)租賃巨頭）Hewlett-Packard 惠普公司 hierarchy of strategy 戰(zhàn)略的層次

high margin/low-turnover retailers 高利潤(rùn)/低周轉(zhuǎn)率的零售商 high market share global strategy 高市場(chǎng)份額全球戰(zhàn)略 high-contact service system 高接觸服務(wù)系統(tǒng) high-involvement product 高參與產(chǎn)品 high-involvement purchase 高參與購(gòu)買(mǎi) hight market share 高市場(chǎng)份額戰(zhàn)略 Hilton 希爾頓

Holiday Inns 假日旅館

homogeneous market 同質(zhì)市場(chǎng) Honda 本田

household/family life cycle 家庭生命周期 household 家庭

hybrid technology 混合技術(shù)

I IBM 國(guó)際商用機(jī)器

idea generation 創(chuàng)意的產(chǎn)生/生成 ideas for new products 新產(chǎn)品創(chuàng)意/構(gòu)想 idea-screening process 創(chuàng)意篩選過(guò)程 identification of segments 識(shí)別細(xì)分市場(chǎng) Illinois Tool Works 伊利諾斯工具廠 image pricing 形象定價(jià) imitative positioning 模仿定位 imitative strategy 模仿戰(zhàn)略 impact evaluation 影響評(píng)估

impersonal sources 非個(gè)人的信息來(lái)源

implementation and control of marketing programs 營(yíng)銷(xiāo)計(jì)劃的執(zhí)行和控制 implementation 實(shí)施

improvements in or revisions of existing products 現(xiàn)有產(chǎn)品的改良或修正 impulse buying 沖動(dòng)購(gòu)買(mǎi) impulse goods 沖動(dòng)購(gòu)買(mǎi)品 incentives 激勵(lì) income 收入

increased penetration strategy 增加滲透戰(zhàn)略

indirect costing profitability analysis 間接成本盈利性分析 individual brand 個(gè)別品牌 individual value 個(gè)人價(jià)值

industrial goods & services 工業(yè)產(chǎn)品和服務(wù) industrial goods channels 工業(yè)品分銷(xiāo)渠道 industry attractiveness 行業(yè)吸引力

industry attractiveness-business position matrix 行業(yè)吸引力-業(yè)務(wù)地位矩陣 industry dynamics 產(chǎn)業(yè)動(dòng)態(tài) industry evaluation 產(chǎn)業(yè)評(píng)估 industry evolution 產(chǎn)業(yè)演變 inelastic 缺乏價(jià)格彈性 influencers 影響者

info communications industry 信息通信行業(yè) infomercials 商業(yè)信息廣告 information age 信息時(shí)代 information search 信息搜集 information technology 信息技術(shù) information 信息 informative 告知性的 ingredient 成份

in-home personal interview 個(gè)人家庭訪(fǎng)談 in-house use tests 內(nèi)部使用測(cè)試 innovation 創(chuàng)新 innovativeness 創(chuàng)新性 installation 設(shè)施

in-store display 店內(nèi)展示 in-store positioning 店內(nèi)布局 in-store promotion 店內(nèi)促銷(xiāo) intangibles 無(wú)形

integrated marketing communication plan(IMC)整合營(yíng)銷(xiāo)傳播計(jì)劃 integration of perception 感知整合 integration 整合 Intel 因特爾

intensity of market position 市場(chǎng)地位的集中程度 intensity 集中程度

intensive distribution 密集型分銷(xiāo)

interactions across multiple target markets 多目標(biāo)市場(chǎng)間的相互作用 interactive media 交互式媒體 interest rates 利率

internal data sources 內(nèi)部數(shù)據(jù)來(lái)源 internal marketing 內(nèi)部營(yíng)銷(xiāo)

internal organizational structure 內(nèi)部組織結(jié)構(gòu) international advertising 國(guó)際廣告 international channels 國(guó)際分銷(xiāo)渠道 international division 國(guó)際分部 international marketing 國(guó)際營(yíng)銷(xiāo)

international organizational design 國(guó)際組織設(shè)計(jì) internationalization of services 服務(wù)的國(guó)際化

introductory stage of product life cycle 產(chǎn)品生命周期的推出階段 inventory level 庫(kù)存水平

investor relations advertising 投資關(guān)系廣告 issue advertising 觀點(diǎn)廣告

J Jaguar 美洲豹 Jell-O 吉露 jobbers 批發(fā)商

Johnson & Johnson 強(qiáng)生 joint ventures 合資

jury of executive opinion 行政管理人員群體意見(jiàn)法 just noticeable difference(JND)恰巧注意到的差異 just-in-time(JIT)management system 準(zhǔn)時(shí)制管理體系 just-in-time purchasing arrangements 及時(shí)采購(gòu)安排

K Kao 花王 Keiritsu 凱萊通 Kellogg 凱洛格公司 Kentucky Fried Chicken(KFC)肯德基 key account management 主要客戶(hù)管理 key accounts 關(guān)鍵客戶(hù) key benefits 核心利益

key environmental issue identification 確定主要的環(huán)境問(wèn)題 key variables 關(guān)鍵變量

key/house accounts 關(guān)鍵/機(jī)構(gòu)客戶(hù) Kmart 凱瑪特 Kodak 柯達(dá) Komatsu 小松公司 Kraft 卡芙

L laboratory tests 實(shí)驗(yàn)室測(cè)試 leapfrog strategy 蛙跳戰(zhàn)略 learning hierarchy 學(xué)習(xí)層級(jí)結(jié)構(gòu) legal services 法律服務(wù) legislation 立法

legitimate power 法定權(quán) level of compensation 酬金水平

level of technical sophistication 技術(shù)的復(fù)雜程度 Levi Strauss 李維?史特勞斯

Levi's 列維斯（全球最大的牛仔服制造商）lexicographic model 詞典編纂模型 lifestyle 生活方式

limited-service wholesalers 有限服務(wù)的批發(fā)商 line extension 產(chǎn)品線(xiàn)擴(kuò)展 line filling 產(chǎn)品線(xiàn)填充 line stretching 產(chǎn)品線(xiàn)延伸 list price 訂價(jià)

Lloyd's of London 倫敦勞埃德保險(xiǎn)公司 localization strategy 本地化戰(zhàn)略 location pricing 場(chǎng)所定價(jià) location 位置 lodging 房屋出租

logistical alliances 后勤聯(lián)盟 long-term memory 長(zhǎng)期記憶 lost customer 失去的顧客

Louis Vuitton 路易?威登（法國(guó)著名時(shí)尚品牌）low-contact service system 低接觸服務(wù)系統(tǒng) low-cost defender 低成本防御型 low-cost position 低成本地位

low-involvement hierarchy 低參與程度層級(jí)結(jié)構(gòu) Lucent Technologies 朗訊科技

M macro risks 宏觀風(fēng)險(xiǎn)

macro environment 宏觀環(huán)境 macro segmentation 宏觀細(xì)分 mail-order retailers 郵購(gòu)零售商

maintaining market share 保持市場(chǎng)份額 maintenance strategy 保持戰(zhàn)略 management overhead 管理費(fèi) mandatory adaptation 強(qiáng)制性適應(yīng) manufacturer brand 制造商/全國(guó)性品牌

manufacturers' agents/representatives 生產(chǎn)商的代理商/銷(xiāo)售代表 manufacturers' export agents(MEA)制造商出口代理

manufacturers' sales offices/branches 生產(chǎn)商的銷(xiāo)售辦事處/分支機(jī)構(gòu) manufacturing process 制造過(guò)程 manufacturing 制造業(yè)

market aggregation strategy 整體市場(chǎng)戰(zhàn)略 market attractiveness factors 市場(chǎng)吸引力因素 market attractiveness 市場(chǎng)吸引力

market attractiveness/business position matrix 市場(chǎng)吸引力/業(yè)務(wù)地位矩陣 market circumstances 市場(chǎng)環(huán)境

market demographics 市場(chǎng)人口分布/統(tǒng)計(jì)特征 market dimension 市場(chǎng)量度

market entry strategies 市場(chǎng)進(jìn)入戰(zhàn)略 market exclusion 市場(chǎng)排斥

market expansion strategy 市場(chǎng)擴(kuò)張戰(zhàn)略 market factors 市場(chǎng)因素 market followers 市場(chǎng)跟隨者 market growth rate 市場(chǎng)增長(zhǎng)率 market hierarchy 市場(chǎng)等級(jí) market inclusion 市場(chǎng)納入 market leaders 市場(chǎng)領(lǐng)導(dǎo)者 market measurement 市場(chǎng)測(cè)量

market opportunity analysis 市場(chǎng)機(jī)會(huì)分析 market oriented 以市場(chǎng)為導(dǎo)向的 market position factors 市場(chǎng)地位因素 market positioning analysis 市場(chǎng)定位分析 market potential measurements 市場(chǎng)潛力測(cè)度 market research 市場(chǎng)研究 market segment 細(xì)分市場(chǎng) market segmentation 市場(chǎng)細(xì)分 market share 市場(chǎng)份額 market targeting 目標(biāo)市場(chǎng)選擇 market 市場(chǎng)

marketability 市場(chǎng)開(kāi)拓能力

market-entry strategies 市場(chǎng)進(jìn)入戰(zhàn)略 marketing action plan 營(yíng)銷(xiāo)行動(dòng)計(jì)劃 marketing audit 營(yíng)銷(xiāo)審計(jì) marketing channel 營(yíng)銷(xiāo)渠道

marketing codes of conduct 營(yíng)銷(xiāo)行為規(guī)范 marketing communication 營(yíng)銷(xiāo)溝通/傳播 marketing concept 營(yíng)銷(xiāo)觀念 marketing control 營(yíng)銷(xiāo)控制

marketing decision support systems(MDSS)營(yíng)銷(xiāo)決策支持系統(tǒng) marketing environment audit 營(yíng)銷(xiāo)環(huán)境審計(jì) marketing flows and functions 營(yíng)銷(xiāo)過(guò)程和職能 marketing function area audit 營(yíng)銷(xiāo)功能領(lǐng)域的 審計(jì) marketing implications of 對(duì)營(yíng)銷(xiāo)的影響 marketing information system 營(yíng)銷(xiāo)信息系統(tǒng) marketing institutions 營(yíng)銷(xiāo)機(jī)構(gòu) marketing management 營(yíng)銷(xiāo)管理 marketing message 營(yíng)銷(xiāo)信息 marketing mix 營(yíng)銷(xiāo)組合 marketing policy 營(yíng)銷(xiāo)策略

marketing productivity area audit 營(yíng)銷(xiāo)生產(chǎn)力領(lǐng)域的審計(jì) marketing program components 營(yíng)銷(xiāo)計(jì)劃內(nèi)容 marketing program 營(yíng)銷(xiāo)計(jì)劃/方案 marketing relationship 營(yíng)銷(xiāo)關(guān)系 marketing research 營(yíng)銷(xiāo)研究 marketing strategy 營(yíng)銷(xiāo)戰(zhàn)略

market-management organizational structure 市場(chǎng)管理組織結(jié)構(gòu) mark-up price 產(chǎn)品/溢價(jià)價(jià)格 Marlboro 萬(wàn)寶路 Marriott Hotel 萬(wàn)豪酒店

mass-market penetration strategy 大規(guī)模市場(chǎng)滲透戰(zhàn)略 mass-market strategy 大市場(chǎng)戰(zhàn)略

matrix organizational structure 矩陣組織結(jié)構(gòu) Matsu****a 日本松下電子

mature conformists 成熟的隨大流者 mature markets 成熟市場(chǎng)

mature stage of product life cycle 產(chǎn)品生命周期的成熟階段 McDonald's 麥當(dāng)勞

McDonnell Douglas 麥道公司 MCI電訊公司（前世界通信公司）

MDSS(Marketing-Decision Support System)市場(chǎng)決策支持系統(tǒng) measurability 可測(cè)度性 measure or index 測(cè)量指標(biāo) measurement criteria 計(jì)量標(biāo)準(zhǔn) media audiences 媒體受眾

medical and health services 醫(yī)療衛(wèi)生服務(wù) Medico Containment Services memory of consumers 消費(fèi)者記憶 Mercedes-Benz 梅賽德斯-奔馳

Mercer Management Consulting 美國(guó)美智管理顧問(wèn)公司 merchandising 推銷(xiāo)

merchant middlemen 國(guó)內(nèi)貿(mào)易中間商 merchant wholesalers 商業(yè)批發(fā)商 message structure 信息結(jié)構(gòu) Michael Porter 邁克爾-波特 micro risks 微觀風(fēng)險(xiǎn)

micro segmentation 微觀細(xì)分

Miller-Tyding ACT, USA 米勒?泰丁法案 Minging 礦業(yè)

Minnesota Mining and Manufacturing Company(3M)明尼蘇達(dá)礦業(yè)和制造公司 Minolta 美能達(dá)

miscellaneous sources 多方面來(lái)源 mission 宗旨

missionary selling 推銷(xiāo)式銷(xiāo)售 Mitsubishi Heavy Industries 三菱重工 modified rebuy 調(diào)整再購(gòu)

monosegment positioning 單一細(xì)分市場(chǎng)定位 Monsanto 孟山都農(nóng)業(yè)生物技術(shù)公司 moral appeals 倫理/道德訴求 morals 道德 Motorola 摩托羅拉

multichannel distribution 多渠道分銷(xiāo) multidimensional scaling 多維等級(jí)法 multilevel selling 多級(jí)銷(xiāo)售

multinational corporations(MNCs)跨國(guó)公司 multiple test markets 多測(cè)試市場(chǎng) multiple-brand strategy 多品牌戰(zhàn)略 multiple-factor index 多因素指數(shù)法

multisegment positioning 多重細(xì)分市場(chǎng)定位 mutual trust 相互信任

N Nabisco Biscuit 納貝斯克餅干公司

national account management 全國(guó)性客戶(hù)管理 national market 國(guó)內(nèi)市場(chǎng)

National Semiconductor 美國(guó)國(guó)家半導(dǎo)體公司 natural products 天然產(chǎn)品 NEC 日本電子 Nescafé 雀巢咖啡 Nestlé 雀巢 net sales 凈銷(xiāo)售額

network computer(NC)網(wǎng)絡(luò)計(jì)算機(jī) new business selling 新業(yè)務(wù)銷(xiāo)售 new buy 購(gòu)入新產(chǎn)品 new entrants 新進(jìn)入者 new markets 新市場(chǎng) new materials 新材料

New Prod screening model 新普羅德篩選模型 new product lines 新產(chǎn)品線(xiàn) new products 新產(chǎn)品

new-product development 新產(chǎn)品開(kāi)發(fā) new-product ideas 新產(chǎn)品創(chuàng)意 Newsweek 《新聞周刊》 new-task buying 全新采購(gòu)

new-to-the-world products 世界性新產(chǎn)品

niche penetration strategy 壁龕/機(jī)會(huì)市場(chǎng)滲透戰(zhàn)略 niche-market strategy 壁龕市場(chǎng)戰(zhàn)略 Nike 耐克 Nissan 尼桑

no-brand brand name 無(wú)品牌的品牌名稱(chēng) no-frills product 無(wú)虛飾產(chǎn)品 noise in communication system 傳播系統(tǒng)中的噪音 non-financial rewards 非物質(zhì)性獎(jiǎng)勵(lì)措施 non-probability sampling 非概率抽樣 non-profit organization 非盈利組織 non-store retailing 無(wú)店鋪零售業(yè) number of stockouts 遲滯數(shù)目

O object-and-task method of promotion budgeting 目標(biāo)-任務(wù)促銷(xiāo)預(yù)算法 objectives and strategy area audit 目標(biāo)與戰(zhàn)略領(lǐng)域的審計(jì) objectives 具體目標(biāo) observation 觀察法

occupancy costs 房屋占用成本 occupation/position 職業(yè)/職位 odd pricing 奇/余數(shù)定價(jià)法

OEM(original equipment manufacturer)原始設(shè)備制造商 overall quality 總體質(zhì)量

off-invoice discounts 發(fā)票之外的折扣 offsets 抵消交易 Omega 歐米加

on-air testing 廣播測(cè)試

OPEC(Organization of Petroleum Exporting Countries)歐佩克（石油輸出國(guó)組織）opening relationships 建立關(guān)系 operating supplies 生產(chǎn)供應(yīng)品 operational excellence 運(yùn)作管理水平opinion leaders 意見(jiàn)領(lǐng)導(dǎo)者 opportunity cost 機(jī)會(huì)成本

opportunity identification 機(jī)會(huì)識(shí)別 opportunity/threat matrix 機(jī)會(huì)/威脅矩陣 order cycle time 訂貨周期 order processing 訂單處理 organizational level 組織層次

organizational requirement planning 組織需求計(jì)劃 organization area audit 組織領(lǐng)域的審計(jì) organization buying center 組織采購(gòu)中心 organizational customer 組織顧客 organizational direct selling 組織直銷(xiāo) organizational markets 組織市場(chǎng) organizational purchasing 組織采購(gòu) organizational structure 組織結(jié)構(gòu) outdoor enthusiasts 戶(hù)外運(yùn)動(dòng)愛(ài)好者 out-of-home media 戶(hù)外廣告媒體 overall cost leadership 全面成本領(lǐng)先 overheads 日常開(kāi)支

overseas direct investment 海外直接投資 ownership of new product 新產(chǎn)品所有權(quán)

P Pacific Electric 太平洋電氣 packaging 包裝

panel of experts 專(zhuān)家小組 parentage 淵源

parties involved 交換中的各方 payment terms 支付條款 pay-off control 支出控制 penetration pricing 滲透定價(jià) Pepsi-Cola 百事可樂(lè)

perceived customer value 顧客感知價(jià)值 perceived quality 感知到的質(zhì)量 perceived value 感知到的價(jià)值

percentage of sales promotion budgeting method 銷(xiāo)售額百分比促銷(xiāo)預(yù)算法 perceptions of consumers 消費(fèi)者感知/理解 perceptual(product)positioning 感知（產(chǎn)品）定位 perceptual map 感知圖

perceptual organization 感知組織 perceptual vigilance 感性的警惕 performance dimension 業(yè)績(jī)標(biāo)準(zhǔn) performance evaluation 業(yè)績(jī)?cè)u(píng)估 performance measures 表現(xiàn)/業(yè)績(jī)測(cè)度 performance objective 績(jī)效目標(biāo) performance standards 績(jī)效標(biāo)準(zhǔn) performance 功能 perishability 非持久性 personal selling 人員推銷(xiāo) personal sources 個(gè)人的信息來(lái)源 personnel development 人力資源開(kāi)發(fā) persuasive 說(shuō)服性的

pharmaceuticals industry 醫(yī)藥行業(yè) physical(product)positioning 物理（產(chǎn)品）定位 physical descriptors 物理變量 physical distribution 實(shí)物分銷(xiāo) Pillsbury 皮爾斯博瑞 pioneers 先入者 Pizza Hut 必勝客 place utility 地點(diǎn)效用

planning and control system area audit 計(jì)劃與控制系統(tǒng)領(lǐng)域的審計(jì) point of sale information 銷(xiāo)售點(diǎn)信息

point-of-purchase(POP)promotion 采購(gòu)點(diǎn)促銷(xiāo) point-of-sales(POS)data 銷(xiāo)售點(diǎn)數(shù)據(jù) pontificator 保守派 popularity 通用性

population trends 人口趨勢(shì)

portfolio models for resource allocation 資源配置的資產(chǎn)組合模式 position intensity 地位集中程度 positioning 定位

possession utility 擁有效用

post-purchase dissonance 購(gòu)買(mǎi)后的不協(xié)調(diào) post-purchase evaluation 購(gòu)買(mǎi)后評(píng)估 post-purchase/after-sale service 售后服務(wù) potential advantages 潛在優(yōu)勢(shì) potential customer 潛在顧客 potential market 潛在市場(chǎng)

potential target market 潛在目標(biāo)市場(chǎng) power in distribution 分銷(xiāo)權(quán)力 power of buyers 購(gòu)買(mǎi)者能力 power of suppliers 供應(yīng)商能力 predatory pricing 掠奪性定價(jià)法

pre-empting scarce resources 先占稀缺資源 preferential treatment 特惠待遇 premiums 額外獎(jiǎng)勵(lì)

present competitors 現(xiàn)有的競(jìng)爭(zhēng)者 presenting sales message 提供銷(xiāo)售信息 pre-test market research 測(cè)試前市場(chǎng)研究 price discrimination 價(jià)格歧視

price elasticity of demand 需求的價(jià)格彈性 price fixing 價(jià)格設(shè)定 price leaders 價(jià)格領(lǐng)導(dǎo)者 price lining 價(jià)格排列定價(jià)法 price promotion 價(jià)格促銷(xiāo) price quotation 報(bào)價(jià) price sensitivity 價(jià)格敏感度 price structure 價(jià)格結(jié)構(gòu) price 價(jià)格

price/earnings ration 價(jià)格/收益比 price-off promotions 降價(jià)促銷(xiāo) price-setting process 定價(jià)過(guò)程 pricing adjustments 定價(jià)調(diào)整 pricing policies 價(jià)格策略 pricing 定價(jià)

primary demand 基本需求 primary sources 第一類(lèi)/主要數(shù)據(jù) print media 印刷媒體

private/for-profit organization 私營(yíng)/盈利性組織

PRIZM(Potential Rating Index for Zip Markets)按郵政區(qū)劃為基礎(chǔ)的潛力等級(jí)指數(shù) proactive new-product development strategy 進(jìn)取型新產(chǎn)品開(kāi)發(fā)戰(zhàn)略 probability sampling 概率抽樣 problem formulation 界定問(wèn)題 problem identification 確定問(wèn)題 process management 過(guò)程管理 Procter & Gamble(P&G)寶潔公司 product line 產(chǎn)品線(xiàn)

product availability 產(chǎn)品的可獲得性 product category 產(chǎn)品類(lèi)別 product class 產(chǎn)品類(lèi)別 product decisions 產(chǎn)品決策 product design 產(chǎn)品設(shè)計(jì) product development 產(chǎn)品開(kāi)發(fā)

product dimension or attributes 產(chǎn)品維度/屬性 product evolution 產(chǎn)品演變 product features 產(chǎn)品特征 product intent share 產(chǎn)品傾向份額 product leadership 產(chǎn)品領(lǐng)導(dǎo)能力 product life cycle(PLC)產(chǎn)品生命周期 product life cycle curve 產(chǎn)品生命周期曲線(xiàn) product line 產(chǎn)品線(xiàn)

product manager audit 產(chǎn)品經(jīng)理審計(jì) product offering 供應(yīng)品

product organization of sales force 按產(chǎn)品組織銷(xiāo)售隊(duì)伍 product policies 產(chǎn)品策略 product positioning 產(chǎn)品定位 product quality 產(chǎn)品質(zhì)量 product scope 產(chǎn)品范圍 product space 產(chǎn)品位置 product specifications 產(chǎn)品規(guī)格 product systems 產(chǎn)品體系 product type 產(chǎn)品類(lèi)型 product usage 產(chǎn)品用途 product 產(chǎn)品

product(ion)-oriented organization 產(chǎn)品/生產(chǎn)導(dǎo)向型組織 production 生產(chǎn)

product-line pricing adjustments 產(chǎn)品線(xiàn)定價(jià)調(diào)整

product-management organizational structure 產(chǎn)品管理組織結(jié)構(gòu) product-market entry control 產(chǎn)品－市場(chǎng)進(jìn)入控制

product-related behavioral descriptors 與產(chǎn)品相關(guān)的行為變量 product's market characteristics 產(chǎn)品的市場(chǎng)特征 product-use testing 產(chǎn)品使用測(cè)試 pro-environment 環(huán)保

profit impact of market strategy(PIMS)市場(chǎng)戰(zhàn)略的利潤(rùn)影響 profitability analysis 盈利性分析 profitability 盈利性/盈利能力

profitable survivor strategy 有利可圖的生存者戰(zhàn)略

project-company resource compatibility 項(xiàng)目與公司資源的協(xié)調(diào)性 projected profit-and-loss statement 預(yù)計(jì)損益表 projective tests 投影測(cè)試 promotion decisions 促銷(xiāo)決策 promotion mix 促銷(xiāo)組合 promotion policies 促銷(xiāo)策略 promotion 促銷(xiāo)

promotional allowance 促銷(xiāo)折讓 promotional effort 促銷(xiāo)努力 promotional pricing 促銷(xiāo)定價(jià) promptness 及時(shí)性

prospector strategy 探索型戰(zhàn)略 prospecting for customers 尋找顧客 psychographics 心理統(tǒng)計(jì)特征 psychological cost 心理成本 psychological pricing 心理定價(jià)法 public organization 公共組織 public relations 公共關(guān)系 public utilities 公共設(shè)施 publicity 公共宣傳 pull strategy for control of distribution channels 分銷(xiāo)渠道控制的拉式戰(zhàn)略 pupil dilation 瞳孔擴(kuò)張

purchase predisposition 購(gòu)買(mǎi)傾向 purchasing agent 采購(gòu)代理 purchasing contract 采購(gòu)合同

purchasing manager/agent 采購(gòu)經(jīng)理／代理 purchasing power parity(PPP)購(gòu)買(mǎi)力平價(jià)指數(shù) push money/spiffs 傭金

push strategy for control of distribution channels 分銷(xiāo)渠道控制的推式戰(zhàn)略

Q qualifying prospects 審查潛在顧客資格 quality dimensions 質(zhì)量維度 quality 質(zhì)量

quantity discount 數(shù)量折扣 question marks 問(wèn)題類(lèi) questioning 詢(xún)問(wèn)法 quotas 定額

R R & D expenditure 研究開(kāi)發(fā)戰(zhàn)略 race and ethnic origin 種族和民族 rack jobbers 供應(yīng)超級(jí)市場(chǎng)的批發(fā)商 radio 無(wú)線(xiàn)電廣播 rank ordering 排序 rate of adoption 采購(gòu)率

rate-of-return/target return pricing 回報(bào)率/目標(biāo)回報(bào)定價(jià)法 rational appeals 理性訴求 rationale 基本原理 raw materials 原材料

reactive and proactive responses 反應(yīng)及前攝策略 reactive new-product development strategy reactor strategy 反應(yīng)型戰(zhàn)略 real estate 房地產(chǎn) rebates 回扣 recall tests 記憶測(cè)試 receiver 接收者 reciprocity 利益互惠

recognition of problem/need 發(fā)現(xiàn)問(wèn)題/需求 recognition tests 認(rèn)知測(cè)試 recreation 娛樂(lè)業(yè)

recruitment and selection 招聘與選拔 recycling of packaging 包裝回收（利用）Reebok 銳步

reference group 參照群體 referent power 參照權(quán) refocus 鞏固 refunds 退款

refusal to deal 拒絕經(jīng)營(yíng) regression analysis 回歸分析法 regulation 管制

related/concentric diversification 相關(guān)/同心多元化 relational VMSs 相關(guān)式垂直營(yíng)銷(xiāo)系統(tǒng)

relative attractiveness of declining markets 衰退市場(chǎng)的相對(duì)吸引力 relative market potential 相對(duì)市場(chǎng)潛力 relative market share 相對(duì)市場(chǎng)份額 reliability 可靠性

repeat purchase behavior 重復(fù)購(gòu)買(mǎi)行為 repetition 重復(fù)

repositioning 重新定位產(chǎn)品 requirements planning 需求計(jì)劃 reseller 中間商

resident buyers 常駐采購(gòu)員

resource allocation/deployment 資源配置 response strategies 反應(yīng)策略

response to communication 傳播響應(yīng) responsive strategy 反應(yīng)型新產(chǎn)品開(kāi)發(fā)戰(zhàn)略 responsiveness 響應(yīng)性

retail coverage strategy 零售范圍戰(zhàn)略 Retail Index 零售指數(shù) retail outlets 零售店 retail sales 零售額

retailer co-operatives 零售商合作社 retailer 零售商

retailing trends 零售趨勢(shì)

Return on Equity(ROE)權(quán)益回報(bào)率 Return on Investment(ROI)投資回報(bào)率 Return on Net Assets(RONA)凈資產(chǎn)回報(bào)率 reverse engineering 反向工程 reward systems 獎(jiǎng)勵(lì)系統(tǒng)

rivalry determinants 競(jìng)爭(zhēng)決定因素 rivalry 競(jìng)爭(zhēng)對(duì)手

Robert Miles 羅伯特?邁爾斯 Rockwell 洛克威爾 Rolex 勞力士 Rolls-Royce 勞斯萊斯 roster 名冊(cè) Rover 羅佛公司

S salary 薪金

sales agents 銷(xiāo)售代理商

sales analysis by customer 顧客銷(xiāo)售分析 sales analysis by order size 訂貨規(guī)模的銷(xiāo)售分析 sales analysis by product 產(chǎn)品銷(xiāo)售分析 sales analysis by territory 區(qū)域銷(xiāo)售分析 sales analysis 銷(xiāo)售分析 sales forecasting 銷(xiāo)售預(yù)測(cè)

sales force estimates 銷(xiāo)售人員估計(jì) sales force size 銷(xiāo)售隊(duì)伍規(guī)模 sales force 銷(xiāo)售隊(duì)伍 sales forecasting 銷(xiāo)售預(yù)測(cè) sales management 銷(xiāo)售管理 sales organization 銷(xiāo)售組織 sales performance 銷(xiāo)售表現(xiàn)/業(yè)績(jī) sales personnel incentives 銷(xiāo)售人員激勵(lì) sales personnel 銷(xiāo)售人員 sales planning 銷(xiāo)售計(jì)劃 sales potential 銷(xiāo)售潛力 sales promotion 銷(xiāo)售促進(jìn)/促銷(xiāo) sales territory 銷(xiāo)售地區(qū) sales trends 銷(xiāo)售趨勢(shì) sales 銷(xiāo)售額

sales/price reduction 銷(xiāo)售/價(jià)格下降 sample design 樣本設(shè)計(jì) sample size 樣本大小 sampling 抽樣 sampling 提供樣品 scale efficiency 規(guī)模效率 scaled measures 比例測(cè)度 scoring models 評(píng)判模型 screening of ideas 創(chuàng)意篩選 sealed bidding 招標(biāo) Sears 西爾斯

secondary sources 第二類(lèi)/次要數(shù)據(jù)

second-but-better new-product development strategy 后者居上型新產(chǎn)品開(kāi)發(fā)戰(zhàn)略 security 證券業(yè)

segmentation and targeting 細(xì)分與目標(biāo)選擇 segmentation criteria 細(xì)分標(biāo)準(zhǔn)

segmentation descriptors 市場(chǎng)細(xì)分變量 segmentation 市場(chǎng)細(xì)分

Seiko 日本精工株式會(huì)社（全球著名的打印機(jī)生產(chǎn)商）selective demand 選擇性需求 selective distribution 選擇分銷(xiāo) selective exposure 選擇性接觸 selective perception 選擇性感知/理解 selective retention 選擇性保留 self-employed person 獨(dú)立經(jīng)營(yíng)的個(gè)人 self-managing teams 自我管理團(tuán)隊(duì) self-oriented 自我導(dǎo)向型 selling groups 銷(xiāo)售團(tuán)隊(duì)

selling proposition 銷(xiāo)售計(jì)劃/提議 selling 推銷(xiāo)/銷(xiāo)售

service guarantees 服務(wù)保證 service industry 服務(wù)產(chǎn)業(yè) service organization 服務(wù)組織 service quality 服務(wù)質(zhì)量 service 服務(wù)

serviceability 服務(wù)能力 serviceability 適用性 services channels 服務(wù)渠道 servicing products 服務(wù)產(chǎn)品 servicing the account 客戶(hù)服務(wù) setting quotas 確定定額 shake-out stage 動(dòng)蕩階段

shared programs/facilities 分享計(jì)劃/設(shè)備

share-growth strategies for followers 追隨者的市場(chǎng)份額增長(zhǎng)戰(zhàn)略 shareholder value 股東價(jià)值 share-maintenance 份額保持 Sherman Act, USA 美國(guó)謝爾曼法案 shopping goods 消費(fèi)品 short-term memory 短期記憶 signal vehicle/carrier 信號(hào)載體

simulated test marketing 模擬市場(chǎng)測(cè)試 single-factor index 單因素指數(shù)法

single-line mass-merchandiser stores 單一類(lèi)型產(chǎn)品專(zhuān)營(yíng)連鎖店 SKF 瑞典軸承公司

skimming and early withdrawal 撇脂與盡早撤離戰(zhàn)略 skimming pricing 撇脂定價(jià)法

sleepwalker/contented underachievers 夢(mèng)游者/很容易滿(mǎn)足的人 slotting allowance 安置津貼 social acceptability 社會(huì)可接受性 social class 社會(huì)階層 social objectives 社會(huì)目標(biāo)

sociocultural environment 社會(huì)文化環(huán)境 soft goods 非耐用品 soft technology 軟技術(shù)

sole ownership entry strategy 獨(dú)享所有權(quán)的進(jìn)入戰(zhàn)略 Sony 索尼

source credibility 信息來(lái)源的可信度 source 廣告信息來(lái)源 sources of data 數(shù)據(jù)來(lái)源

sources of new-product ideas 新產(chǎn)品創(chuàng)意來(lái)源 speciality goods 特殊品 speciality retailers 專(zhuān)營(yíng)零售商 speciality stores 專(zhuān)營(yíng)商店 specialization 專(zhuān)門(mén)化 spokesperson 代言人 Sprint 斯普林特

Standard Industrial Classification(SIC)標(biāo)準(zhǔn)工業(yè)分類(lèi)代碼 standardization strategy 標(biāo)準(zhǔn)化戰(zhàn)略 standby positioning 備用定位 staple goods 日常用品 Starbucks 星巴克 stars 明星類(lèi)

statement of job qualifications 工作要求說(shuō)明 stock levels 庫(kù)存水平stockless purchas stockless purchase arrangement 無(wú)存貨采購(gòu)計(jì)劃 store brands 零售商品牌

straight commission compensation plan 純傭金制薪酬方案 straight rebuy 直接再購(gòu)

straight salary compensation plan 純薪金制薪酬方案 strategic alliances 戰(zhàn)略聯(lián)盟

strategic business unit(SBU)戰(zhàn)略經(jīng)營(yíng)/業(yè)務(wù)單位 strategic control 戰(zhàn)略控制 strategic fit 戰(zhàn)略協(xié)調(diào)性 strategic group 戰(zhàn)略組 strategic inertia 戰(zhàn)略慣性

strategic intent/objective 戰(zhàn)略目標(biāo) strategic marketing program 戰(zhàn)略營(yíng)銷(xiāo)計(jì)劃 strategic pricing objectives 戰(zhàn)略定價(jià)目標(biāo) strategic withdrawal 戰(zhàn)略撤退 strategy constraints 戰(zhàn)略影響因素

strategy formulation and implementation 戰(zhàn)略制定和實(shí)施 strategy implementation 戰(zhàn)略實(shí)施 strategy reassessment 戰(zhàn)略重估 subculture 亞文化 subfactor 次級(jí)因素 substitute goods 替代品

substitution threat 替代產(chǎn)品的威脅 success rates 成功率 Sumitomo 住友商事

Sun Microsystems 太陽(yáng)微系統(tǒng) supermarkets 超級(jí)市場(chǎng)

supplementary media 輔助性廣告媒體

suppliers' bargaining power 供應(yīng)商的討價(jià)還價(jià)能力 surrogate products 替代產(chǎn)品 survey 調(diào)查

survival pricing 生存定價(jià)法

sustainable competitive advantage 可持續(xù)的競(jìng)爭(zhēng)優(yōu)勢(shì) sweepstakes 彩票抽獎(jiǎng) switching cost 轉(zhuǎn)換成本 symbols 符號(hào) synergy 協(xié)同作用

T tabulation 制表 Taco Bell 塔可鐘 tangibility 有形性 Tandem Computers target audience 目標(biāo)受眾

target level of product quality 產(chǎn)品質(zhì)量標(biāo)準(zhǔn) target or hurdle level 目標(biāo)或難度水平target return price 目標(biāo)回報(bào)價(jià)格 targeting strategy 目標(biāo)市場(chǎng)選擇戰(zhàn)略 targeting 目標(biāo)市場(chǎng)選擇 taste 口味/喜好 team selling 團(tuán)隊(duì)銷(xiāo)售 technical selling 技術(shù)銷(xiāo)售

telecommunications industry 電訊產(chǎn)業(yè) telemarketing 電話(huà)銷(xiāo)售

television audience measurement 電視觀眾測(cè)量 television home shopping 電視家庭購(gòu)物 territorial restrictions 地區(qū)限制 territories 區(qū)域

territory design and deployment 區(qū)域設(shè)計(jì)及部署 territory inventory 地區(qū)存貨 test marketing 市場(chǎng)測(cè)試 testing new product 測(cè)試新產(chǎn)品

the American Association for Public Opinion Research 美國(guó)公共意見(jiàn)研究協(xié)會(huì) the Council of American Survey Research Organization 美國(guó)調(diào)查研究組織委員會(huì) the Fishbein Model 菲什賓模型

the Marketing Research Association 營(yíng)銷(xiāo)研究協(xié)會(huì) theatre tests 現(xiàn)場(chǎng)測(cè)試

threat of new entrants 新進(jìn)入者的威脅

three order-hierarchy models 三階段層級(jí)結(jié)構(gòu)模型 Tide 汰漬 Tiffany 達(dá)芙妮 Time 《時(shí)代周刊》 time frame 時(shí)間框架/要求 time pricing 時(shí)間定價(jià) time utility 時(shí)間效用 Timex 天美時(shí) title 所有權(quán) Toshiba 東芝 total cost 總成本

total quality managemnt(TQM)全面質(zhì)量管理 tough customer 苛刻的顧客 Toyota Motor Corporation 豐田 Toys 'R' Us 美國(guó)著名玩具零售商 tracking and monitoring 跟蹤與監(jiān)控 trade mark 商標(biāo)

trade promotion 貿(mào)易促銷(xiāo) trade selling 貿(mào)易銷(xiāo)售

trade/functional discounts 貿(mào)易/職能折扣 trade-in allowance 以舊換新折讓 trading companies 貿(mào)易公司 traditional stores 傳統(tǒng)商店 training 培訓(xùn)

transactional efficiency 交易效率

transaction cost analysis(TCA)交易成本分析 transportation 運(yùn)輸 trends 趨勢(shì)

turnkey construction contract 監(jiān)督建筑契約 turnover 人員流動(dòng)

two-sided presentations 雙向信息陳述 tying contracts 附帶條件的合同 Tylenol 泰諾

types of advertising 廣告種類(lèi) types of brand 品牌種類(lèi) types of costs 成本種類(lèi)

U ultimate customers/end users 最終顧客/用戶(hù) underlying dimension 基本組成要素 uniform delivered pricing 統(tǒng)一運(yùn)費(fèi)定價(jià)法 Unilever 聯(lián)合利華

Union Pacific Railroad 聯(lián)合太平洋鐵路 unit cost 單位成本 unit sales 單位產(chǎn)品銷(xiāo)售額

unitary price elasticity 單位需求價(jià)格彈性 Universal Product Code(UPC)統(tǒng)一商品編碼 universe（樣本）總體

unrelated/conglomerate diversification 復(fù)合多元化 unsought goods 非渴求產(chǎn)品 UPS 聯(lián)合包裹服務(wù) US Patent Office of the Department of Commerce 美國(guó)商務(wù)部專(zhuān)利局 USA Today 《今日美國(guó)》 usage 用途 use tests 使用測(cè)試 users 使用者

utility/price relationship 效用/價(jià)格關(guān)系

V VALS2 價(jià)值與生活方式體系2 value 價(jià)值

value-based planning 價(jià)值基礎(chǔ)計(jì)劃 variability 變化性 variable costs 可變成本 variable incentive 可變激勵(lì)措施

variance decomposition analysis 偏差分解分析 VCR(video cassette recorder)錄像機(jī) vending sales 自動(dòng)售貨業(yè)

vending-machine operators 自動(dòng)售貨機(jī)經(jīng)營(yíng)商 vendor analysis 供應(yīng)商分析

vertical integration 垂直/縱向一體化

vertical marketing systems(VMS)垂直營(yíng)銷(xiāo)系統(tǒng) vision 愿景 Volvo 沃爾沃

W Wall Street Journal 《華爾街日?qǐng)?bào)》 Wal-Mart 沃爾瑪 Walt Disney 迪斯尼 want 欲求 warranty 質(zhì)量保證 weight 加權(quán) Wella 維拉 Wendy's 溫迪 Whirlpool 惠而浦

wholesale clubs 批發(fā)俱樂(lè)部

wholesaler-sponsored voluntary chains 批發(fā)商發(fā)起的自愿連鎖 wholesaling trends 批發(fā)趨勢(shì) win-back program 贏回（顧客）方案 working capital investment 周轉(zhuǎn)資金投入 workload approach 計(jì)算工作量方法 World Wide Web(WWW)萬(wàn)維網(wǎng)

X Xerox 施樂(lè)

Y Yamaha 雅馬哈

young urban trend setters 年輕的城市潮流領(lǐng)導(dǎo)者

Z zero defect 零缺陷 zone pricing 分區(qū)定價(jià)法

第三篇：市場(chǎng)營(yíng)銷(xiāo)策略的運(yùn)用 專(zhuān)業(yè)英語(yǔ)

市場(chǎng)營(yíng)銷(xiāo)策略的運(yùn)用

企業(yè)為了贏得市場(chǎng)，會(huì)采取各種各樣的營(yíng)銷(xiāo)策略，主要包括：廣告策略、價(jià)格策略、品牌策略、服務(wù)策略和不同的銷(xiāo)售渠道。而每種策略在實(shí)施的過(guò)程中又可以采取多種不同的形式。如價(jià)格策略就可以有降價(jià)、折扣、搭售等不同形式；又如銷(xiāo)售渠道可以分為分銷(xiāo)、直銷(xiāo)、一級(jí)分銷(xiāo)、多級(jí)分銷(xiāo)等形式。具體企業(yè)會(huì)采用何種形式要根據(jù)具體的產(chǎn)品、地區(qū)、時(shí)間銷(xiāo)售環(huán)境而確定。

下面就與營(yíng)銷(xiāo)相關(guān)的表達(dá)方式舉一些例子：

As part of our marketing mix, we'll label the product as a premium item with above-average quality.It fits with our image as one of the top companies in the business.作為我們營(yíng)銷(xiāo)組合的一部分，我們要使這一產(chǎn)品成為高品質(zhì)的象征。這才符合我們業(yè)界領(lǐng)頭羊的形象。It shouldn't be too hard to market our great new diet pill.It satisfies a need for many people who want to lose some weight.銷(xiāo)售我們新的減肥藥應(yīng)該不會(huì)太難。它滿(mǎn)足了許多想減肥的人的需要。

I like dealing from a position of strength, so let's identify all our weaknesses up front and work to eliminate them.我喜歡從我們的強(qiáng)項(xiàng)入手，所以讓我們來(lái)找出自身的所有缺點(diǎn)，并消除它們。

Our target customers are the 25-35 year olds.They have a lot of discretionary buying power.我們的目標(biāo)消費(fèi)群在25-35歲之間。他們有很強(qiáng)的可支配購(gòu)買(mǎi)力。

Our tires are the best on the market.Let's sponsor a car-racing team to prove it.我們的輪胎是市場(chǎng)上最好的。讓我們來(lái)贊助一個(gè)賽車(chē)隊(duì)來(lái)證明這一點(diǎn)。

We're behind the competition.They've had similar items out for some time.What can we do to get market penetration for our product?

我們?cè)诟?jìng)爭(zhēng)中處于劣勢(shì)。他們相似的產(chǎn)品已經(jīng)上市一段時(shí)間了。我們?cè)鯓邮刮覀兊漠a(chǎn)品獲得市場(chǎng)突破？Our market share is dropping.We need to increase sales.Let's offer customers a discount.我們的市場(chǎng)份額在下降。我們需要提升銷(xiāo)量。我們給顧客打折吧。

We need to know if this campaign is meeting our objectives.Let's measure its effectiveness by using a unique telephone number.我們要知道這次活動(dòng)能否達(dá)成我們的目標(biāo)。讓我們使用一個(gè)獨(dú)特的電話(huà)號(hào)碼來(lái)測(cè)試它的有效性。

第四篇：市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)英語(yǔ)復(fù)習(xí)

市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)英語(yǔ)復(fù)習(xí)

I題型

一、專(zhuān)業(yè)短語(yǔ)中英互譯題（每題1分,共20分）

二、單項(xiàng)選擇題（每題1分,共30分）

三、判斷題（每題2分,共10分）

四、句子中英互譯題（每題3分,共15分）

五、簡(jiǎn)答題（每題5分,共25分）

II復(fù)習(xí)

Chapter1 Marketing Management [營(yíng)銷(xiāo)管理]

1、Marketing Management Philosophies [營(yíng)銷(xiāo)管理基本原理]

2、Five alternative concepts:

the production concept[生產(chǎn)觀念] It holds the philosophy that consumers will favor those products that are widely available and low in cost.the product concept[產(chǎn)品觀念] consumers will favor products that offer the most quality, performance, and innovative features.the selling concept[銷(xiāo)售觀念] Many organizations follow the selling concept, which holds that consumers will not buy enough of the organization's products unless it undertakes a large-scale selling and promotion effort.the marketing concept [市場(chǎng)觀念]

the societal marketing concept[社會(huì)營(yíng)銷(xiāo)觀念]

3、Four Pillars for Marketing Concept: target market[目標(biāo)市場(chǎng)],customer needs[消費(fèi)者需求],integrated marketing[整合市場(chǎng)營(yíng)銷(xiāo)],profitability[利益].4、Describe the differences between the selling concept and the marketing concept.5、Three steps to targeting: market segmentation, target choice, product positioning.6、Relationship Marketing[關(guān)系營(yíng)銷(xiāo)]；Collaborative Marketing[協(xié)作營(yíng)銷(xiāo)]

Chapter2 Consumer Behavior[消費(fèi)者行為]

1、Stages in the Buyer Decision Process[購(gòu)買(mǎi)決策的步驟]

（1）problem recognition[問(wèn)題確認(rèn)]

（2）information search[信息收集]

（3）evaluation of alternative[備選方案評(píng)價(jià)]

（4）purchase decision[購(gòu)買(mǎi)決策]

（5）post purchase behaviors[購(gòu)后行為]

2、Types of Consumer Buying Decisions and Consumer Involvement:

routine response behavior, limited decision making, extensive decision making.3、The level of involvement in the purchase depends on five factors: previous experience； interest；perceived risk；financial risk；social risk；psychological risk；situation；social visibility4、Factors influencing consumer behavior[影響消費(fèi)者行為因素]

1）Underlying cultural, social, individual, and psychological factors strongly influence the decision process.2）Cultural factors：culture and values, subculture, and social class.3）Social factors ：reference groups, opinion leaders, word of mouse and family members.4）personal characteristics：gender;age and life-cycle stage;and personality, self-concept, and lifestyle.5）Psychological factors ：perception, motivation, learning, beliefs, and attitudes.5、Maslow’s needs hierarchy：Hierarchies of Needs[需求層次]:（1）physiological needs[生理需要]（2）safety needs[安全需要]（3）social needs[社會(huì)需要]（4）personal needs [個(gè)性需要]（5）self-actualization needs[自我實(shí)現(xiàn)需要]

6、Marketing mix consist of the four Ps: product, price, place, and promotion.7、The buyer decision process for new products（Stages in the Adoption Process）:（1）Awareness.（2）Interest（3）Evaluation（4）Trial（5）Adoption

Chapter3Integrated Marketing Communications 整合營(yíng)銷(xiāo)傳播

1、A company’s total marketing communications mix—also called its promotion mix—consists of the specific blend of five different parts.（1）Direct marketing[直接營(yíng)銷(xiāo)]

（2）Sales Promotion[銷(xiāo)售促進(jìn)]is a marketing communication technique where additional incentives beyond the inherent qualities or benefits of the product or service are offered to the target audience, sales force, or distributors.（3）Personal selling[人員銷(xiāo)售]is exactly what it says--a form of person to person marketing communication in which the seller attempts to persuade the consumer to buy the company's product or service.（4）Advertising 廣告Advertising is traditionally defined as any paid form of non-personal communication about a product, a service, or a company with the intention to sell the product or service or to influence opinions on and attitudes towards the product, service, or company.（5）Public Relations 公共關(guān)系

2、what is Integrated Marketing Communications3、The tools of Public Relations:（1）press releases[新聞稿]；（2）lobbying[游說(shuō)]；（3）education and training[教育和培訓(xùn)] ；（4）exhibitions and shows[展覽和展示]；（5）in-house journals [活動(dòng)與實(shí)踐]

Chapter4 Contemporary Advertising 當(dāng)代廣告

1、廣告類(lèi)型:

（1）pioneering advertising開(kāi)創(chuàng)式廣告,產(chǎn)品初期階段采用

（2）Competitive advertising競(jìng)爭(zhēng)性廣告,隨產(chǎn)品生命周期往前發(fā)展

（3）Reminder advertising提醒廣告

2、Marketing management must make four important decisions when developing an advertising program: setting advertising objectives, setting advertising budgets, developing advertising strategy, and evaluating advertising campaigns.3、the three primary purposes of advertising objectives：which can be classified by primary purpose: whether the aim is to inform, persuade, or remind.4、Advertising media廣告媒體:television, newspaper, radio, magazine, yellow pages, outdoor, direct mail, Internet.Chapter5 Sales force Management 銷(xiāo)售隊(duì)伍管理

1、The tasks of sales management銷(xiāo)售管理的任務(wù)

（1）Define sales goals and the sales process

（2）Determine the sales force structure

（3）Recruit and train the sales force

（4）Compensate and motivate the sales force, ,（5）Evaluate the sales force.2、Steps in the Selling Process

（1）Generating leads

（2）Qualifying leads

（3）Approaching the customer and probing needs

（4）Developing and proposing solutions

（5）Handling objections

（6）Closing the sale

（7）Following up

Chapter6 Brand Management 品牌管理

1、Brand is a “name, term, sign, symbol or design, or a combination of them”

2、Kotler define five levels to a product.產(chǎn)品的五個(gè)層次.(1)the core benefit level is the fundamental need or want that consumer satisfies by consuming the product or service.核心利益

(2)The generic product level基礎(chǔ)產(chǎn)品

(3)The expected product level期望產(chǎn)品

(4)The augmented product level附加產(chǎn)品

(5)The potential product level潛在產(chǎn)品

3、Market penetration strategy市場(chǎng)滲透；Market development strategy市場(chǎng)開(kāi)發(fā)；

Product development strategy產(chǎn)品開(kāi)發(fā)；Diversification strategy多元化

4、Customer-based Brand Equity.基于顧客的品牌資產(chǎn).5、A brand extension is when a firm uses an established brand name to introduce a new product.品牌延伸

Line extension means that the parent brand is used to brand a new product that targets a new market segment within a product category currently served by the parent brand.Category extension: The parent brand is used to enter a different product category from that currently served by the parent brand.6、Sub-brand 副品牌 parent brand母品牌.Horizontal Extensions 水平延伸 Vertical Extensions垂直延伸

7、the advantages of brand extension.8、the disadvantages of brand extension：Can confuse or frustrate consumers；Can encounter retailer resistance； Can fail and hurt parent brand image； Can succeed but cannibalize sales of parent brand； Can succeed but diminish identification with any one category； Can succeed but hurt the image of parent brand； Can dilute brand meaning ； Can cause the company to forgo the chance to develop a new brand.

第五篇：專(zhuān)業(yè)英語(yǔ)

我國(guó)經(jīng)濟(jì)和科學(xué)技術(shù)正在高速發(fā)展，隨著我國(guó)機(jī)械行業(yè)實(shí)力的不斷提升，中國(guó)正在加速產(chǎn)品與設(shè)備的更新與改造，我國(guó)與其他國(guó)家在各技術(shù)領(lǐng)域也正在實(shí)現(xiàn)進(jìn)一步的合作，許多企業(yè)引進(jìn)了很多進(jìn)口設(shè)備，大量資料是英文原版的。因此，學(xué)生將來(lái)在工作崗位上能否讀懂這些資料就是擺在面前的一個(gè)嚴(yán)峻的問(wèn)題，特別是在生產(chǎn)實(shí)際中碰到現(xiàn)場(chǎng)實(shí)際問(wèn)題的時(shí)候，很可能需要查閱原版英文資料或與相關(guān)專(zhuān)家用英語(yǔ)交流專(zhuān)業(yè)技術(shù)來(lái)謀取解決途徑，所以機(jī)械工程專(zhuān)業(yè)英語(yǔ)的掌握就變得越來(lái)越重要。

一、學(xué)習(xí)機(jī)械專(zhuān)業(yè)英語(yǔ)面臨的主要問(wèn)題

1.缺乏足夠的重視，認(rèn)為沒(méi)必要

許多學(xué)生對(duì)專(zhuān)業(yè)英語(yǔ)重視不夠，認(rèn)為自己以后在工作崗位上一般用不上，學(xué)起來(lái)又不容易，不想花功夫去學(xué)習(xí)和加強(qiáng)專(zhuān)業(yè)英語(yǔ)方面的能力，即便有專(zhuān)業(yè)英語(yǔ)課程也是抱著及格萬(wàn)歲的思想，敷衍了事。其實(shí)，隨著社會(huì)的發(fā)展，各種工作崗位對(duì)人才的要求越來(lái)越高，即使作為一名操作工，也有很大可能要面對(duì)純英文的說(shuō)明書(shū)、加工圖紙等專(zhuān)業(yè)文獻(xiàn)，更無(wú)須說(shuō)將來(lái)?yè)?dān)任管理和領(lǐng)導(dǎo)崗位對(duì)專(zhuān)業(yè)英語(yǔ)的需求了。

2專(zhuān)業(yè)基礎(chǔ)知識(shí)不扎實(shí)

專(zhuān)業(yè)基礎(chǔ)不扎實(shí)、專(zhuān)業(yè)知識(shí)的缺乏是專(zhuān)業(yè)英語(yǔ)學(xué)習(xí)和翻譯的一大障礙。只有既懂外語(yǔ)又懂專(zhuān)業(yè)的人才能適應(yīng)全面的對(duì)外開(kāi)放，4.無(wú)法適應(yīng)專(zhuān)業(yè)英語(yǔ)本身的特點(diǎn)

專(zhuān)業(yè)英語(yǔ)一般內(nèi)容較為枯燥，闡述的是原理概念，結(jié)構(gòu)嚴(yán)謹(jǐn)，不注重文字修飾，重在客觀事實(shí)；專(zhuān)業(yè)詞匯多，邏輯性強(qiáng)，理論推導(dǎo)多，有獨(dú)特的文體形式和表達(dá)方式。在學(xué)習(xí)開(kāi)始階段，我感覺(jué)很難適應(yīng)。

二、大學(xué)生學(xué)好機(jī)械專(zhuān)業(yè)英語(yǔ)的方法

1.把握專(zhuān)業(yè)知識(shí)

必須將機(jī)械專(zhuān)業(yè)知識(shí)與英語(yǔ)知識(shí)相結(jié)合。缺乏專(zhuān)業(yè)知識(shí)，翻譯專(zhuān)業(yè)文獻(xiàn)就沒(méi)有了根基，成了無(wú)本之末。也許自己在學(xué)習(xí)過(guò)程中就會(huì)對(duì)翻譯出來(lái)的東西拿捏不穩(wěn)，或者自己都不明白，更不能保證對(duì)錯(cuò)了。所以，學(xué)生必須加強(qiáng)開(kāi)設(shè)本課程前的相關(guān)專(zhuān)業(yè)知識(shí)的學(xué)習(xí)，為本課程的學(xué)習(xí)掃清這方面的阻礙，減輕負(fù)擔(dān)。也有學(xué)生反映，專(zhuān)業(yè)英語(yǔ)學(xué)完以后，英語(yǔ)和專(zhuān)業(yè)兩方面都有所鞏固和加強(qiáng)，所以學(xué)生要做的仍舊是樹(shù)立信心，保持良好積極的心態(tài)。

2.積累專(zhuān)業(yè)詞匯和專(zhuān)業(yè)術(shù)語(yǔ)

在專(zhuān)業(yè)英語(yǔ)的學(xué)習(xí)過(guò)程中，學(xué)生既要鞏固基礎(chǔ)詞匯，也要學(xué)習(xí)專(zhuān)業(yè)詞匯，更要注重基礎(chǔ)詞匯的習(xí)慣用法、含義和在專(zhuān)業(yè)英語(yǔ)中的特殊用法、含義，同時(shí)，學(xué)生還需要在識(shí)記專(zhuān)業(yè)詞匯的同時(shí)，掌握一定量的詞根、詞綴［7］。提高專(zhuān)業(yè)英語(yǔ)資料的閱讀能力必須擴(kuò)大詞匯量，掌握一定量的專(zhuān)業(yè)詞匯。如果詞匯量掌握得不夠，閱讀時(shí)就會(huì)感到生詞多，障礙大，不但影響閱讀的速度，而且影響理解的程度，從而不能進(jìn)行有效的閱讀，還容易使人產(chǎn)生挫敗感。而學(xué)生要想擴(kuò)大詞匯量，就必須在閱讀的同時(shí)進(jìn)行識(shí)記，并擴(kuò)大閱讀范圍。

3培養(yǎng)濃厚興趣

培養(yǎng)對(duì)英語(yǔ)的興趣至關(guān)重要?！芭d趣是最好的老師”，興趣是學(xué)習(xí)英語(yǔ)的巨大動(dòng)力，有了興趣，學(xué)習(xí)就會(huì)事半功倍。我們都有這樣的經(jīng)驗(yàn)：喜歡的事，就容易堅(jiān)持下去；不喜歡的事，是很難堅(jiān)持下去的。而興趣不是與生俱來(lái)的，需要培養(yǎng)。必須要用正確的態(tài)度對(duì)待英語(yǔ)學(xué)習(xí)，用科學(xué)的方法指導(dǎo)學(xué)習(xí)。多讓自己去嘗試，通過(guò)努力讓自己體會(huì)成功的愉悅。

三、結(jié)語(yǔ)

用英語(yǔ)進(jìn)行專(zhuān)業(yè)交流是學(xué)習(xí)機(jī)械工程專(zhuān)業(yè)英語(yǔ)的最終目的。由于翻譯過(guò)程是個(gè)創(chuàng)造性的、從生疏到熟練的過(guò)程，只有具備刻苦的精神、嚴(yán)肅認(rèn)真的學(xué)習(xí)態(tài)度和一定的英語(yǔ)水平、專(zhuān)業(yè)水平和漢語(yǔ)表達(dá)水平，才能充分理解原專(zhuān)業(yè)文獻(xiàn)的含義，把握原文的想要表述的實(shí)質(zhì)內(nèi)容，運(yùn)用種種表達(dá)手段和翻譯技巧，用準(zhǔn)確流暢的符合漢語(yǔ)言習(xí)慣的語(yǔ)言生動(dòng)地再現(xiàn)原文。所以，為把自己培養(yǎng)成為復(fù)合型、有發(fā)展后勁的高技能人才，大學(xué)生必須把握機(jī)械工程專(zhuān)業(yè)知識(shí)，培養(yǎng)專(zhuān)業(yè)英語(yǔ)的學(xué)習(xí)興趣，積累專(zhuān)業(yè)英語(yǔ)學(xué)習(xí)方法和基礎(chǔ)知識(shí)，加強(qiáng)英文原始專(zhuān)業(yè)文獻(xiàn)的閱讀，擴(kuò)大知識(shí)面，迅速而切實(shí)地提高自己的專(zhuān)業(yè)英語(yǔ)的應(yīng)用能力，為將來(lái)更好地適應(yīng)高素質(zhì)工作崗位和進(jìn)一步發(fā)展的需要打下良好的基礎(chǔ)。