Marketing Management营销管理New Products Development新产品开发ServiceIndustry Marketing服务业营销Advertising广告BusinessNegotiation商业谈判InternationalMarketing国际市场营销SalesChannels销售渠道Public Relationship公共关系ConsumerBehavior消费者行为Systems of ManagementInformation管理信息系统Marketing Research营销调研accessibility可进入性accessory equipmentmarkets 附属设备市场account management policies 客户管理策略positioning定位additions to existingproduct lines 现有产品线得增加administeredverticalmarketing systems 管理式垂直营销系统market segmentation市场细分sales promotion销售促进advertising feedback 广告反馈advertisingfrequency 广告频率advertisingmedia 广告媒体advertising reach 广告接受人数advertisingmessage 广告信息advertising source 广告信息来源agent middleman 代理商allowance折让alteration退换AmericanMarketingAssociation美国营销协会annual marketing plan年度营销计划assurance保证attitudesof consumers 消费者态度availability可获得性/供货能力awareness(产品)知晓度/知名度baby boomers 婴儿潮出生得一代人backwardchannels for recycling回收得后向渠道backward integration 后向垂直一体化banner advertisements横幅标语广告barcodes条形码barter实物交易basic physical needs 基本生理需要BCG Grow-Share Matrix 波士顿增长-份额矩阵before tests事前测试Behavior ScanInformationRe sourcesInc、行为扫描信息源公司behavioralanalysis 行为分析behavioralhierarchies行为层级benchmarking 基准benefit clusters利益群体benefits利益Benz 奔驰billing帐单birthrate出生率blanket purchaseorder一揽子采购合同blind-paired parisontesting 双盲比较测试blue collars 蓝领bottom line 底线/盈亏一览结算线brand awareness品牌意识/认知brandextensions品牌扩展brandloyalty 品牌忠诚度brand mark 品牌标志brandname 品牌名称brand positioning品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand’sequity品牌得价值break-evenanalysis 盈亏平衡分析break—even volume 盈亏平衡产量breathof product assortment 产品线得宽度breath or diversity of product lines产品线得宽度或多样性bribery 贿赂British Airways 英国航空公司brokers 经纪人budgeting 预算bundle捆绑Bureau of Census人口统计局business strengthrating商业能力评分business plan 商业计划businessposition 经营地位business sector 商业部门business services markets 商业服务市场business strategies 经营战略businessunit strategy经营单位战略buybackallowances 回购折让buybackarrangements产品返销buyers' bargaining power买方得讨价还价能力buyers 采购者buying behavior购买行为buyingcenter采购中心buying inertia购买惯性buying intention 购买意图buying offices 连锁商店得进货中心buying power index (BPI) 购买力指数buying situation 采购情况/类型buying task 采购任务capital gains资本收益capital invested inproduct产品投入资本Carnival嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales目录销售categorization of perception 感知分类categorization 分门别类centralization集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择得营销渠道channel conflicts 渠道冲突channel decisions渠道决策channelfunctions渠道功能channel institutions 渠道组织结构channel management渠道管理channel objectives渠道目标channelof distribution分销渠道channel power渠道权力channel—control strategies渠道控制战略channel-design decisions渠道设计决策channel-management decisions渠道管理决策channels of munication 传播渠道choice criteria 选择标准closinga sale 结束销售clothing retailers服装零售商co—branding联合品牌code ofethics(职业)道德标准coercive power强制权cognitive dissonance认识得不协调collection of data数据收集collection 收款co-marketing alliances 联合营销联盟bination pensationplan结合式薪酬方案mitment 承诺munication channels传播渠道munication process传播过程munication 信息交流/沟通munications media传播媒体pany personnel公司员工parativeadvertisements 比较广告parison of brands 品牌比较pensation deals补偿处理pensation plan 酬金方案pensation/rewards酬金/奖励pensatory补偿性得petitionand industryevolution竞争与行业演变petition-orientated pricing 竞争导向定价法petitive advantage竞争优势petitive (supply-side)evolution 竞争(供方)演变petitive factors 竞争因素petitive intelligence 竞争情报/信息petitive paritypromotion budgeting 竞争均势促销预算法petitive strategy 竞争战略petitive strength 竞争优势/能力petitor analysis竞争者分析plaint handling 投诉处理ponent materials andpartsmarkets 组成材料与零部件市场puterized ordering 计算机化得订购conclusive research确定性研究conditionsof demand 需求情况conflict and resolution strategies 冲突与解决战略conformance tospecifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctivemodel联合模型consumer decision—making消费者(购买)决策consumer goods channels 消费品分销渠道ConsumerGoodsPricing Act,USA 美国消费品定价法案consumergoods 消费品consumermarkets 消费品市场consumer needs消费者需求consumer packaged—goods firms消费者包装食品公司consumer promotion消费者促销consumertests 消费者测试consumer/household market消费者/家庭市场consumers'perceptions 消费者感知consumption消费contests竞赛contingency planning 权变计划contract construction 契约建筑业contractmanufacturing契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractualentry modes 契约式进入模式contractualvertical marketing sys tems合约式垂直营销系统contribution margin analysis 边际贡献(贡献毛利)分析contribution margin边际贡献controlstrategies控制战略convenience food stores便利食品商店convenience goods 便利品convenience 服务得便利性Cool Whip 清凉维普co-operativeadvertising 合作性广告co-ordinationandconflict resolution协调与冲突解决co-production合作生产corebenefit proposition(CBP) 核心利益方案/提议corollary-data method 推定数据法corporateHQ公司总部corporate scope公司(经营)范围corporatestrategy公司战略corporatevertical marketingsystems 公司式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告corrective action 矫正行动costanalysis 成本分析costeffectiveness 成本有效性cost leadership strategy成本领先战略costof capital资本成本cost of goods sold(COGS)产品销售成本cost reductions 降低成本产品cost—and-volumerelationship成本-数量关系cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefitsofmarketing fun ctions 营销职能得成本与效益costsof petitors 竞争者成本costsof distribution分销成本countertrade 对等贸易coupons优惠券courtesy礼貌coverageof geographic market 地域性市场得范围coverageof relevant retailers 相关零售商得销售范围credibility 信誉credit terms信贷条款criticalassumptions关键假设cross-elasticity交叉弹性customarypricing 习惯性定价法customer analysis 顾客分析customercontact 顾客接触customer demand顾客需求customer intimacy 顾客亲密度customer loyalty 顾客忠诚度customer need 顾客需要customer organization ofsales force按客户组织销售队伍customerretention顾客维系/保留customersatisfaction顾客满意度customer segment pricing 顾客细分市场定价customerservice 顾客服务customer—oriented pricing顾客导向定价法customers' perception 顾客感知customers'preferences 顾客偏好customers' pricesensitivity顾客得价格敏感度customizing定制data collection数据收集data confidentiality 数据保密dataresearch 数据研究data sources数据来源dealers 经销商deceptive advertisements欺骗性广告deciders 决策者declining markets 衰退市场decoding 解码defect rate缺陷率defender strategy 防御型战略defensive new-productdevelopment strategy 防御性新产品开发战略defensive positioning防御性定位delivery time 交付时间delivery配送demand characteristics需求特征demandcurve需求曲线demand—oriented pricing 需求导向定价法demographic environment 人口统计环境department stores百货商店dependability 可靠性deregulation 放松管制derived demand衍生需求descriptive research 描述性研究design decisions 设计决策desired percentagemark—up onretail 预期零售利润率desired percentage return 预期回报率determinant attributes关键属性determinants决定因素differentresponses 差别反应differentiated defender strategy 差异化防御战略differentiatedmarketing 差异化营销differentiation over time 不同时间得差异differentiation strategy差异化战略differentiation差异化diffusionofinnovation theor y创新扩散理论dimension 因素dimensions of quality 质量维度direct costing profitability analys is直接成本盈利性分析direct mail 直接邮寄directmarketing viaadvertising media 通过广告媒体得直接营销directmarketing 直接营销direct product profitability(DPP) 直接产品盈利性/利润率directselling 直销discount rate贴现率discount stores折扣商店discount 折扣discount/premium price policies折扣/溢价策略discriminate analysis差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments歧视定价调整disjunctive model分离模型display space陈列空间disposable ine 可支配收入dissonance—attribution hierarchy 不与谐-归属层次结构distribution channeldesigns分销渠道设计distribution channel objectives 分销渠道得目标distribution channel 分销渠道distribution decisions 分销决策distributionpolicies分销策略distribution 分销distributor/store (private labels) bran ds 分销商/私有品牌distributors分销商diversification多元化divest 撤退divest 出让divestmentor liquidation收回投资或清算dividend红利dogs瘦狗类domestictarget marketing str ategies 国内目标市场定位得营销战略dropping products放弃产品drycleaning 干洗dual/two channel distributionsystems 双重分销系统duplication(媒体)重复DuPont杜邦公司durability耐用性early VS late adoption早期采购与后期采购earnings per share每股收益economic andtechnological factors经济技术因素economicpower 经济权economiesof scale规模经济education services教育服务effectiveness 有效性efficiency 效率emergency goods急需品emotional appeals 情感诉求empathy 移情作用empirical evidence经验性实例empowerment 授权encoding编码end use最终使用endorsement赞同engineering(产品)工程设计entrepreneurial strategy企业家战略entry strategies 进入战略environmentandpackaging disposal 环境与包装处理environment factors环境因素environmentalscanning 环境扫描/分析environmental strategy 环境战略establishment机构ethical audit (公司)伦理审计ethicsof marketing营销伦理道德ethnicposition种族构成Europeanmunity 欧共体evaluation andreward systems评估与奖励体系evaluation andselectionof sup plier评估与选择供应商evaluationofalternatives 评估替代品/各种选择evaluation of brands品牌评估eventsponsorship 事件赞助event 活动everydaylow—price(EDLP)天天低价evoked set引发得组合evolution ofmarket 市场演变exchange 交换exclusive dealing 独家销售exclusivedistribution独家分销executive summary执行摘要exhibition media 展示广告媒体existing market 现有市场exit barriers 退出壁垒expansion path扩张途径expectation measures (顾客)预期测度expectations of customers顾客期望expected unit sales预计产量expected value 期望价值experiencecurve 经验曲线experimental research 实验性研究expert power 专长权exploratory research探索性研究export agents出口代理(商)export jobbers 出口批发商export management pany 出口管理公司export merchants 出口贸易商export 出口exporting出口商品extended usestrategy 扩大使用战略extendingvolumegrowth 扩大市场份额external data sources外部数据来源external environment 外部环境extrapolation ofpastsales trends 过去销售趋势推测法facilitatingagencies 辅助/中介机构factoranalysis因素分析法fads 时尚family branding家族品牌familylife cycle家庭生命周期family structure 家庭结构armproducts 农产品fast—moving consumer good s(FMCG)快速变动得消费品ﻫfear appeals 恐惧/顾虑诉求ﻫfeatures 特征Federal DepartmentStores 联邦百货商店ﻫFederalTradeCode(FTC)联邦贸易法案ﻫFedEx(Federal Express)联邦快递ﻫfeedbackdata反馈数据field test marketing 实地市场测试ﻫfinancing 融资fisheries渔业ﻫfitandfinish 结实度与外观fixedcosts固定成本ﻫfixedsalary固定工资flanker strategy侧翼进攻战略ﻫflanker/fighting brand 战斗品牌flanking and encirclementstrategies侧翼进攻与围堵战略flat organizational structure 扁平得组织结构FOB origin pricingFOB产地定价法ﻫfocus strategy集中战略followers 追随者ﻫFord 福特公司ﻫforeignmiddlemen 国外中间商forestry林业ﻫformalization 形式/规范化ﻫformulate 制定fortress/position—defencestrategy防御堡垒战略Fortune 《财富》杂志forward integration向前一体化franchisesystems特许系统franchising 特许经营freecall numbers免费电话号码ﻫf reegoods 免费商品freight—absorption pricing 免收运费定价法ﻫfringe benefits 小额津贴ﻫfrontalattackstrategy 正面进攻战略fullcosting profitabilityanalysis全成本盈利性分析ﻫfull—servi ce wholesalers全方位服务得批发商ﻫfunctional petenciesand resourceallocation职能能力与资源分配functional efficiency 职能效率functional organizationof sales force 按销售职能组织销售队伍ﻫfunctional organizational structure 职能型组织结构functionalperformance 功能性能ﻫfunctional strategy职能战略ﻫgames比赛gap差距gatekeepers信息传递者general behavioral descriptors一般行为变量ﻫGeneral Electric (GE)通用电气General Foods Corporation通用食品ﻫgeneral merchandis ediscountchains 大众商a 品折扣连锁店ﻫGeneral Motors通用汽车geodemographics区域人口统计特征ﻫgeographic adjustments地理调整ﻫgeographic distribution 地理分布geographical organization o fsales force按地区组织销售队伍ﻫglobal adjustments 全球调整globalelite consumersegment 全球精英消费品市场global expansion全球扩张global marketing control全球营销控制ﻫglobal markets全球市场global niche strategy 全球机会战略ﻫglobal standardizations trategy 全球标准化战略global teenage segment 全球青少年市场globalization 全球化global—marketexpansion 全球市场扩张ﻫgoals 总目标going-rate/petitiveparity pricing 竞争性平价定价法ﻫgoods producers 产品制造商Goodyear 固特异轮胎ﻫgovernment agencies 政府机构ﻫgovernment buyers 政府采购者ﻫgovernment market政府市场government regulation 政府管制ﻫgreenhouseeffect温室效应grey market 灰色市场gross domesticproduct (GDP) 国内生产总值ﻫgrossmargin毛利ﻫgross nationalproduct (GNP)国民生产总值grossprofit毛利gross rating points (GRPs)总级别指数group/category product manager 类别产品经理growing markets 成长市场growth rate of market 市场增长率ﻫgrowth stage of product life cycle产品生命周期得成长阶段growth-extensionstrategies增长扩张战略growth-market strategies formarketleaders 市场领导者得市场增长战略growth—market strategy 成长性市场战略ﻫgrowth-market targeting strategy成长性市场定位战略guarantee/warrant y保证/担保ﻫguarantees保证hardtechnology硬技术ﻫHarvard Business Review《哈佛商业评论》harvest收获harvestingpricing收获定价法ﻫharvesting strategy收获战略ﻫhealth care医疗保健health maintenance organizations (HMOs)(美国)卫生保健组织ﻫheavy buyer 大客户HeilemanBrewing panyHeinz亨氏食品helpfulness有益性ﻫHertz 赫兹(美国汽车租赁巨头)ﻫHewlett—Packard惠普公司ﻫhierarchyof strategy 战略得层次high margin/low-turnover retai lers 高利润/低周转率得零售商high market shareglobal strategy 高市场份额全球战略high-contactservice system 高接触服务系统high-involvementproduct 高参与产品high—involvement purchase 高参与购买hightmarket share高市场份额战略ﻫHoliday Inns 假日旅馆homogeneousmarket 同质市场ﻫhousehold/family life cycle 家庭生命周期ﻫhousehold 家庭hybrid technology混合技术ﻫide ageneration创意得产生/生成ideas for new products 新产品创意/构想idea-screeningprocess创意筛选过程identificationofsegments 识别细分市场ﻫIllinois Tool Works 伊利诺斯工具厂image pricing 形象定价imitativepositioning模仿定位ﻫimitative strategy模仿战略impact evaluation影响评估ﻫimpersonal sources 非个人得信息来源implementation and controlofmarketing programs 营销计划得执行与控制implementation 实施improvementsinorrevisionsof existingproducts 现有产品得改良或修正impulsebuying 冲动购买ﻫimpulse goods 冲动购买品incentives 激励ine收入ﻫincreased penetrati on strategy 增加渗透战略ﻫindire ctcosting profitability analysis间接成本盈利性分析ﻫindividual brand个别品牌individualvalue 个人价值industrialgoods&services工业产品与服务ﻫindustrial g oods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-busin essposition matrix 行业吸引力-业务地位矩阵Industry dynamics 产业动态industry evaluation产业评估industry evolution 产业演变inelastic 缺乏价格弹性influencers 影响者infomunications industry信息通信行业ﻫinfomercials商业信息广告ﻫinformationage 信息时代ﻫinformation search 信息搜集ﻫinformation technology 信息技术ﻫinformative 告知性得ﻫingredient成份in-homepersonal interv iew 个人家庭访谈in-house use tests内部使用测试innovation 创新innovativeness 创新性installation 设施in-store display 店内展示in-store positioning店内布局ﻫin-store promotion 店内促销intangibles 无形integrated marketing municat ion plan (IMC)整合营销传播计划integrationof perception 感知整合ﻫintegration 整合Jaquar 美洲豹Jell-O 吉露ﻫjobbers 批发商ﻫJohnson &Johnson 强生joint ventures 合资juryofexecutive opinion 行政管理人员群体意见法just noticeable difference (JND)恰巧注意到得差异ﻫ just—in—time (JIT)management system 准时制管理体系ﻫ just-in-time purchasingarrangements 及时采购安排ﻫKao 花王ﻫKeiritsu 凯莱通ﻫKellogg 凯洛格公司ﻫKentuck yFried Chicken (KFC)肯德基key accountmanagement 主要客户管理ﻫkey accounts 关键客户ﻫkey benefits 核心利益keyenvironmental issueidentification 确定主要得环境问题key variables关键变量ﻫkey/house accounts 关键/机构客户ﻫKmart 凯玛特Kodak 柯达ﻫKomatsu小松公司ﻫKraft 卡芙ﻫﻫlaboratory tests 实验室测试ﻫleap frog strategy 蛙跳战略learning hierarchy 学习层级结构legal services法律服务ﻫlegislation 立法legitimate power法定权ﻫlevel of pensation酬金水平level of technical sophistication技术得复杂程度LeviStrauss李维·史特劳斯Levi's 列维斯(全球最大得牛仔服制造商)ﻫlexicographic mo del 词典编纂模型lifestyle 生活方式ﻫlimited—servic ewholesalers 有限服务得批发商ﻫline extension产品线扩展ﻫlin efilling 产品线填充ﻫline stretching 产品线延伸ﻫﻫlist price订价ﻫLloyd'sof London 伦敦劳埃德保险公司localizaiton strategy 本地化战略location pricing 场所定价ﻫloc ation位置ﻫlodging 房屋出租logistical alliances 后勤联盟long-termmemory 长期记忆lostcustomer 失去得顾客Louis Vuitton 路易·威登(法国著名时尚品牌)ﻫlow-contactservice system 低接触服务系统low—costdefend er 低成本防御型ﻫlow—cost posit ion低成本地位low-involvementhierarchy 低参与程度层级结构Lucent Technologies 朗讯科技ﻫﻫmacro risks 宏观风险macroenvironment 宏观环境macrosegmentation 宏观细分ﻫmail-orde rretailers邮购零售商ﻫmaintaining market share 保持市场份额ﻫmaintenance strategy保持战略ﻫmanagement overhead管理费ﻫmandatory adapta tion 强制性适应manufacturerbrand 制造商/全国性品牌ﻫmanufacturers’a gents/representatives 生产商得代理商/销售代表ﻫmanufacturers'export agents (MEA)制造商出口代理manufacturers' sales offices/branches生产商得销售办事处/分支机构ﻫmanufacturing process制造过程ﻫmanufacturing 制造业market aggregation strategy 整体市场战略ﻫmarket attractiveness factors 市场吸引力因素market attractiveness 市场吸引力marketattra ctiveness/businesspositionmat rix市场吸引力/业务地位矩阵ﻫmarket circu mstances 市场环境ﻫmarket demorgra phics 市场人口分布/统计特征ﻫmarketdimension 市场量度market entry strategies市场进入战略market exclusion市场排斥ﻫmarketexpansionstrategy市场扩张战略market factors 市场因素marketfollowers 市场跟随者market growth rate 市场增长率ﻫmarkethirarchy市场等级market inclusi on 市场纳入marketleaders 市场领导者marketmeasu rement市场测量ﻫmarketopportunity analysis市场机会分析ﻫmarket oriented以市场为导向得market position factors 市场地位因素ﻫmarket positioning analysis市场定位分析marketpotentia lmeasurements 市场潜力测度market research 市场研究ﻫmarket segme nt 细分市场market segmentation 市场细分ﻫmarket share 市场份额ﻫmarket targeting 目标市场选择market 市场marketability市场开拓能力ﻫmarket —entry strategies 市场进入战略ﻫmarketing action plan营销行动计划marketing audit 营销审计marketing channel 营销渠道marketing codes ofconduct 营销行为规范marketingmunication营销沟通/传播ﻫmarketing conce pt营销观念ﻫmarketing control营销控制marketing decis ion support systems (MDSS)营销决策支持系统marketing environm entaudit 营销环境审计ﻫmarketing flow sandfunctions营销过程与职能ﻫmarketing function area audit营销功能领域得审计marketingimplications of 对营销得影响ﻫmarketinginfor mation system 营销信息系统ﻫmarketing institutions 营销机构ﻫmarketing management 营销管理marketing message营销信息marketing mix营销组合ﻫmarketing p olicy营销策略marketing productivity area audit 营销生产力领域得审计ﻫmarketing program ponents营销计划内容marketing progra m营销计划/方案ﻫmarketing relationship 营销关系ﻫmarketing research营销研究ﻫma rketingstrategy营销战略market-management organizational structure 市场管理组织结构ﻫmark -up price 产品/溢价价格Marlboro万宝路Marriott Hotel 万豪酒店mass—marketpe netration strategy 大规模市场渗透战略mass—marketstrat egy 大市场战略matrix organizational structure 矩阵组织结构ﻫMatsu****a 日本松下电子mature conformists 成熟得随大流者ﻫmature markets 成熟市场ﻫmature stage ofproduct life cycle产品生命周期得成熟阶段McDonald’s 麦当劳McDonnell Douglas 麦道公司ﻫMCI电讯公司(前世界通信公司)ﻫMDSS (Marketing-Decision Support System)市场决策支持系统ﻫﻫﻫmeasurability可测度性measure or in dex测量指标ﻫme asurementcriteria计量标准ﻫmediaaudiences 媒体受众ﻫmedical and healthservices医疗卫生服务ﻫMedico ContainmentServicesﻫmemory ofcon sumers消费者记忆Mercedes-Benz梅赛德斯—奔驰ﻫMerc er Management Consulting 美国美智管理顾问公司merchandising 推销ﻫmerchant middlemen国内贸易中间商ﻫmerchantwholesale rs商业批发商message structure 信息结构Michael Porter 迈克尔—波特ﻫmicrori sks 微观风险ﻫmicro segmentatioin 微观细分ﻫMillerTyding ACT, USA 米勒·泰丁法案minging矿业ﻫMinnesota Mining andManufacturing pany (3M)ﻫ明尼苏达矿业与制造公司ﻫMinolt a 美能达ﻫmiscellaneous sources 多方面来源ﻫmission 宗旨ﻫmissionary selling推销式销售Mitsubishi Heavy Industries三菱重工modified rebuy 调整再购monosegment positioning单一细分市场定位ﻫMonsanto孟山都农业生物技术公司ﻫmoral appeals 伦理/道德诉求ﻫmorals 道德ﻫMotorola 摩托罗拉ﻫmultichannel distribution 多渠道分销multidimensional scaling多维等级法ﻫmultilevel selling 多级销售ﻫmultinational coporations (MNCs)跨国公司multiple test markets多测试市场ﻫmultiple—brands trategy多品牌战略multiple-factor index 多因素指数法multisegment positioning 多重细分市场定位ﻫmutual trust 相互信任ﻫﻫNabisco Bi scuit纳贝斯克饼干公司nationalaccount management 全国性客户管理ﻫnational market 国内市场National Semico nductor 美国国家半导体公司ﻫnaturalproducts 天然产品ﻫNEC 日本电子ﻫnet sales净销售额ﻫnetwork puter(NC) 网络计算机new businessselling新业务销售ﻫnew buy 购入新产品new entrants 新进入者ﻫnew markets 新市场new materials 新材料ﻫNewProd screening model新普罗德筛选模型ﻫnew product line s新产品线ﻫnew prod ucts 新产品new-product development新产品开发ﻫnew-productideas 新产品创意Newsweek 《新闻周刊》ﻫnew—task buying 全新采购ﻫnew—to—the—worldproducts世界性新产品niche penetrationstrategy 壁龛/机会市场渗透战略niche-marketstrategy壁龛市场战略ﻫNike耐克ﻫNissan尼桑ﻫno-brandbrand n ame无品牌得品牌名称ﻫno—frills product 无虚饰产品noiseinmu nication system 传播系统中得噪音ﻫnon—financialre wards非物质性奖励措施non-probability sampling非概率抽样ﻫnon—profitorganization 非盈利组织ﻫnon-storeretaili ng 无店铺零售业ﻫnumber of stockou ts 迟滞数目object-and-task method of promotionbudgeting目标—任务促销预算法ﻫobjectives and strategy area audit 目标与战略领域得审计ﻫobjectives 具体目标ﻫobservation 观察法occupancy costs 房屋占用成本ﻫoccupation/position 职业/职位ﻫoddpricing奇/余数定价法ﻫOEM (o riginal equipment manufacturer)原始设备制造商ﻫoeverall quality 总体质量ﻫoff—inv oice discounts发票之外得折扣offsets抵消交易Omega 欧米加ﻫon—air testing 广播测试ﻫOPEC (Organization of Petroleum Ex porting Countries)欧佩克(石油输出国组织)ﻫopeningrelationships 建立关系operating supplies生产供应品ﻫoperational excellence 运作管理水平ﻫopinionleaders 意见领导者ﻫopportunity cost机会成本ﻫordercycle time订货周期ﻫorder process ing 订单处理ﻫorganisationallevel 组织层次ﻫorganizaitonal requir ement planning 组织需求计划organization area audit组织领域得审计organization buying center 组织采购中心ﻫorganizational cu stomer 组织顾客ﻫor ganizationaldirectselling 组织直销ﻫorganizat ional markets组织市场organizational purchasing 组织采购ﻫorganzationalstructure组织结构ﻫoutdoor enthusiast s户外运动爱好者ﻫout-of—home media户外广告媒体overall cost leadership 全面成本领先ﻫoverheads日常开支ﻫoverseas direct investment 海外直接投资ownership of newproduct 新产品所有权ﻫparties involved交换中得各方ﻫpayment terms 支付条款pay-off control支出控制penetrationpricing 渗透定价ﻫPepsi-Cola百事可乐ﻫperceivedcustomervalue顾客感知价值perceived qua lity 感知到得质量ﻫperceivedvalue 感知到得价值percentage of sales promotionbudgeting meth odﻫ销售额百分比促销预算法ﻫperceptions ofconsumers消费者感知/理解ﻫperceptual (product) pisitioning 感知(产品)定位perceptual map 感知图perceptual organization 感知组织ﻫperceptual vigilance感性得警惕ﻫpe rformancedimension 业绩标准ﻫperformance evaluation 业绩评估ﻫperformancem easures 表现/业绩测度performance objective 绩效目标ﻫperformance standards 绩效标准ﻫperformance功能perishability 非持久性ﻫpersonal se lling人员推销ﻫpersonal sources 个人得信息来源personnel development 人力资源开发persuasive 说服性得ﻫpharmaceuticals industry 医药行业physical (product) positioning物理(产品)定位physicaldescriptors 物理变量ﻫphysical distribution实物分销Pillsbury 皮尔斯博瑞pioneers先入者ﻫPizzaHut 必胜客ﻫplace utility地点效用ﻫplanning and con trol system areaaudit计划与控制系统领域得审计pointof saleinf ormation销售点信息portfolio models for resourceallocation 资源配置得资产组合模式ﻫposition intensity地位集中程度positioning 定位possession utility 拥有效用ﻫpost—purc hase dissonance购买后得不协调ﻫpost-purchaseevaluation 购买后评估ﻫpost—purchase/after-sale service 售后服务potential advantages潜在优势potentialcusto mer潜在顾客ﻫpotentialmarket 潜在市场ﻫpotential target market潜在目标市场power in distribu tion 分销权力ﻫpow er ofbuyers购买者能力ﻫpower of suppliers 供应商能力ﻫpredatory pricing 掠夺性定价法pre-emptingscarce resources 先占稀缺资源preferentialtre atment 特惠待遇premiums 额外奖励ﻫpresent petitors 现有得竞争者presenting sales message 提供销售信息price elasticity of demand需求得价格弹性pricefixing价格设定priceleaders价格领导者ﻫprice lining 价格排列定价法price promotion 价格促销ﻫprice quot ation 报价pricesensitivity 价格敏感度price structure价格结构ﻫprice价格price/earningsration 价格/收益比price—off promotions 降价促销price-setting p rocess 定价过程pricing adjustments 定价调整ﻫpricing policies 价格策略ﻫpricing定价ﻫprimarydemand基本需求primary sources第一类/主要数据ﻫprin tmedia 印刷媒体private/for-profit organization 私营/盈利性组织ﻫPRIZM (PotentialRatingIndexfor Zip Markets)按邮政区划为基础得潜力等级指数proactive new-productdevelopment strategy进取型新产品开发战略ﻫprobability sampling 概率抽样problemformulation 界定问题ﻫproblem iden tificatioin 确定问题ﻫprocess management 过程管理ﻫProcter & Gamble(P&G) 宝洁公司ﻫproduct line 产品线ﻫproduct availability产品得可获得性ﻫproduct category产品类别product class产品类别ﻫproduct decisions产品决策ﻫproduct design 产品设计ﻫproduct d evelopment 产品开发ﻫproduct dimension or attributes 产品维度/属性ﻫproduct evolution 产品演变ﻫproductfeatures 产品特征product intent share 产品倾向份额product leadership 产品领导能力ﻫproduct lifecycl e(PLC)产品生命周期product life cycle curve产品生命周期曲线ﻫproductline 产品线productmanageraudit 产品经理审计product offering 供应品product organizaiton of salesforce按产品组织销售队伍ﻫproductpolicies 产品策略ﻫpro duct positioning 产品定位product quality 产品质量productscope产品范围ﻫproduct space 产品位置product specifications 产品规格ﻫproduct systems产品体系ﻫproduct type 产品类型ﻫproduct usage 产品用途ﻫp roduct(ion)-oriented organiz ation产品/生产导向型组织production 生产product—linepric ing adjustments 产品线定价调整product-management organizational structure 产品管理组织结构product—marketentrycontrol产品-市场进入控制ﻫproduct-relat ed behavioral descriptors 与产品相关得行为变量product's market characteristics产品得市场特征product—use testing 产品使用测试pro-environment 环保profit impact ofmarket strategy(PIMS)市场战略得利润影响profitability analysis盈利性分析profitability 盈利性/盈利能力ﻫpro fitablesurvivor strategy有利可图得生存者战略project—panyresourcepatibility项目与公司资源得协调性projected profit—a nd-loss statement预计损益表projective tests 投影测试ﻫPromotion decisions 促销决策promotion mix促销组合ﻫpromotion policies促销策略ﻫpromotion 促销promotional allowance促销折让ﻫpromotional effort 促销努力ﻫpromotio nal pricing 促销定价promptness 及时性ﻫpropector strategy 探索型战略ﻫprospectingfor customers 寻找顾客ﻫpsychographics 心理统计特征ﻫpsychological cost 心理成本ﻫpsychological pricing 心理定价法ﻫpublicorganiza tion 公共组织ﻫpu blic relations公共关系ﻫpublicutilities 公共设施ﻫpublicity 公共宣传ﻫpull strategy forcontrol ofdistribution channels ﻫ分销渠道控制得拉式战略ﻫpupildil ation 瞳孔扩张ﻫpurchase predisposition 购买倾向purchasing agent采购代理ﻫpurchasi ng contract采购合同ﻫpurchasing manager/agent 采购经理/代理purchasing power perity(PPP)购买力平价指数ﻫpush money/spiffs 佣金ﻫpushstragtegyfor control ofdistribution channels 分销渠道控制得推式战略ﻫqualifying prospects 审查潜在顾客资格quality dimensio ns质量维度ﻫquality 质量quantity discount 数量折扣question marks问题类questioning 询问法ﻫquotas定额ﻫrawmateri als原材料ﻫ。