1、第1部分:Accesibility可進入性accessoryequipmentmarkets附屬設備市場accountmanagementpolicies客戶管理策略additionstoexistingproductlines現有產品線的增加verticalmarketingsystems垂直營銷系統advertisingreach廣告接受人數advertisingmessage廣告信息advertisingsource廣告信息來源allowance折讓alteration退換awareness（產品）知曉度/知名度babyboomers嬰兒潮出生的一代人backwardchannelsfo

2、rrecycling回收的后向渠道backwardintegration后向垂直一體化barter實物交易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benefitclusters利益群體blanketpurchaseorder攬子采購合同blind-pairedcomparisontesting雙盲比較硬U試bottomline底線/盈虧一覽結算線brandextensions品牌擴展brandrecognition品牌

3、識另1Jbreak-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brokers經紀人bundle捆綁businesstrengthrating商業能力評分businessposition經營地位businessservicesmarkets商業服務市場businessunitstrategy經營單位戰略buybackallowances回購折讓buybackarrangements產品返銷buyers'bar

4、gainingpower買方的討價還價能buyingbehavior購買行為buyingcenter采購中心buyinginertia購買慣性buyingoffices連鎖商店的進貨中心buyingsituation采購情況/類型buyingtask采購任務capitalgains資本收益capitalinvestedinproduct產品投入資本Carnival嘉年華cashcows現金牛類cataloguesales目錄銷售categorizationofperception感知分類categorization分門另U類chameleons/followers變色龍/跟隨者channela

5、lternatives可選擇的營銷渠道channeldecisions渠道決策channelfunctions渠道功能channelinstitutions渠道組織結構channelobjectives渠道目標channelpower渠道權力channel-controlstrategies渠道控制戰略channel-designdecisions渠道設計決策channel-managementdecisions渠道管理決策choicecriteria選擇標準closingasale結束銷售clothingretailers服裝零售商co-branding聯合品牌codeofethics（職業

6、）道德標準coercivepower強制權cognitivedissonance認識的不協調collectionofdata數據收集collection收款co-marketingalliances聯合營銷聯盟combinationcompensationplan結合式薪酬萬案communicationprocess傳播過程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comp

7、etitionandindustryevolution競爭和行業演變competition-orientatedpricing競爭導向定價competitive(supply-side)evolution競爭(供方)演變competitivefactors競爭因素competitiveintelligence競爭，f青報/信息competitiveparitypromotionbudgeting競爭均勢促銷預算法competitivestrategy競爭戰略competitivestrength競爭優勢/能力complainthandling投訴處理componentmaterialsandp

8、artsmarkets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

9、費品分銷渠道ConsumerGoodsPricingAct,USA美國消費品定價法案consumers'perceptions消費者感知contingencyplanning權變計戈Ucontractconstruction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

10、獻毛利)分析contributrionmargin邊際貢獻controlstrategies控制戰略co-operativeadvertising合作性廣告co-ordinationandconflictresolution協調與沖突解決co-production合作生產corebenefitproposition(CBP)核心禾U益方案/提議corollary-datamethod推定數據法corporateverticalmarketingsystems公司式垂直營銷系統corporate/institutionaladvertising團體/社會公共機構廣告correctiveactio

11、n矯正行動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成本力成/溢價定價法costsandbenefitsofmarketingfunctions營銷職能的成本和效益costsofcompetitors競爭者成本costsofdistributi

12、on分銷成本countertrade對等貿易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習慣性定價法customercontact顧客接觸customerintimacy顧客親密度customerorganizationofsalesforce按客戶組織銷售隊伍customerretention顧客維系/保留customers

13、atisfaction顧客滿意度customersegmentpricing顧客細分市場定價customer-orientedpricing顧客導向定價法customers'perception顧客感知customizing定制deceptiveadvertisements欺騙性廣告decoding解碼defectrate缺陷率defenderstrategy防御型戰略defensivenew-productdevelopmentstrategy防御性新產品開發戰略defensivepositioning防御性定位demandcharacteristics需求特征demandcurve

14、需求曲線demand-orientedpricing需求導向定價法demographicenvironment人口統計環境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差另1J反應differentiatedd

15、efenderstrategy差異化防御戰略differentiatedmarketing差異化營銷differentiationovertime不同時間的差異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disc

16、ountrate貼現率discount/premiumpricepolicies折扣/溢價策略discriminantanalysis差異分析法discriminatoryadjustments歧視價格調整discriminatorypricingadjustments歧視定價調整disjunctivemodel分離模型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distributor/store(privatelable

17、s)brands分銷商/私有品牌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dual/twochanneldistributionsystems雙重分銷系統duplication(媒體)重復durability耐用性earlyvslateadoption早期采購與后期采購earningspershare每股收益economicandtechnologicalfactors經濟技術因素

18、economicpower經濟權educationservices教育服務effectiveness有效性emergencygoods急需品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envir

19、onmentalscanning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everydaylow-price（EDLP）天天低價evokedset弓I發的組合ev

20、olutionofmarket市場演變exclusivedealing獨家銷售exclusivedistribution獨家分銷executivesummary執行摘要exhibitionmedia展示廣告媒體exitbarriers退出壁壘expansionpath擴張途徑expectationmeasures（顧客）預期測度expectationsofcustomers顧客期望expectedunitsales預計產量expectedvalue期望價值experiencecurve經驗曲線experimentalresearch實驗性研究expertpower專長權exploratoryr

21、esearch探索性研究exportagents出口代理（商）exportjobbers出口批發商exportmanagementcompany出口管理公司exportmerchants出口貿易商exporting出口商品extendedusestrategy擴大使用戰略extendingvolumegrowth擴大市場份額extrapolationofpastsalestrends過去銷售趨勢推測法facilitatingagencies輔助/中介機構factoranalysis因素分析法familybranding家族品牌familylifecycle家庭生命周期fearappeals恐懼

22、/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FO

23、BoriginpricingFOB產地定價法focusstrategy集中戰略foreignmiddlemen國外中間商forestry林業formalization形式/規范化formulate制定fortress/position-defencestrategy防御堡壘戰略forwardintegration向前一體化franchisesystems特許系統franchising特許經營freecallnumbers免費電話號碼freight-absorptionpricing免收運費定價法fringebenefits小額津貼frontalattackstrategy正面進攻戰略fullc

24、ostingprofitabilityanalysis全成本盈禾1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gatekeepers信息傳遞者generalb

25、ehavioraldescriptors一般行為變量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g

26、lobalexpansion全球擴張globalmarketingcontrol全球營銷控制globalnichestrategy全球機會戰略globalstandardizationstrategy全球標準化戰略globalteenagesegment全球青少年市場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governmentma

27、rket政府市場governmentregulation政府管制greymarket灰色市場grossdomesticproduct(GDP)國內生產總值grossmargin毛禾Ugrossnationalproduct(GNP)國民生產總值grossratingpoints(GRPs)總級別指數group/categoryproductmanager類另1J產品經理growthstageofproductlifecycle產品生命周期的成長階段growth-extensionstrategies增長擴張戰略growth-marketstrategiesformarketleaders市場領

28、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HeilemanBrewingCompanyhelpfulness有益性Henkel漢高Hertz赫茲(美國汽車租賃巨頭)hierarchyofstrategy戰略的層

29、次highmargin/low-turnoverretailers高禾U潤"氐周轉率的零售商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homogeneousmarket同質市場household/familylifecycle家庭生命周期hybridtechnology混合技術ideageneration創意的產生/生成ideas

30、fornewproducts新產品創意/構想idea-screeningprocess創意篩選過程identificationofsegments識另1J細分市場imagepricing形象定價imitativepositioning模仿定位imitativestrategy模仿戰略impactevaluation影響評估impersonalsources非個人的信息來源implementationandcontrolofmarketingprograms營銷計劃的執行和控制improvementsinorrevisionsofexistingproducts現有產品的改良或修正impulse

31、buying沖動購買impulsegoods沖動購買品increasedpenetrationstrategy增力滲透戰略indirectcostingprofitabilityanalysis間接成本盈利性分析individualbrand個別品牌industrialgoods&services工業產品和服務industrialgoodschannels工業品分銷渠道industryattractiveness行業吸弓I力industryattractiveness-businesspositionmatrix行業吸引力-業務地位矩陣industrydynamics產業動態indus

32、tryevaluation產業評估industryevolution產業演變inelastic缺乏價格彈性influencers影響者infocommunicationsindustry信息通信行業infomercials商業信息廣告informationsearch信息搜集informative告知性的in-homepersonalinterview個人家庭訪談in-houseusetests內部使用測試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i

33、ntangibles無形integratedmarketingcommunicationplan(IMC)整合營銷傳播計劃integrationofperception感知整合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internalorganizationalstructure內部組織結構internationaladvertising國際廣告internationalchannels國際分銷渠道internationaldiv