Marketing Management营销管理
New Products Development新产品开发 Service Industry Marketing服务业营销 Advertising广告
Business Negotiation商业谈判
International Marketing国际市场营销 Sales Channels销售渠道 Public Relationship公共关系 Consumer Behavior消费者行为
Systems of Management Information管理信息系统
Marketing Research营销调研 accessibility 可进入性
accessory equipment markets 附属设备市场 account management policies 客户管理策略 positioning定位
additions to existing product lines 现有产品线的增加
administered vertical marketing 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 advertising frequency 广告频率 advertising media 广告媒体 advertising reach 广告接受人数 advertising message 广告信息 advertising source 广告信息来源 agent middleman 代理商 allowance 折让 alteration 退换
American Marketing Association 美国营销协会
annual marketing plan 年度营销计划 assurance 保证
attitudes of 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 婴儿潮出生的一代人
backward channels for recycling 回收的后向渠道
backward integration 后向垂直一体化 banner advertisements 横幅标语广告 bar codes 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 Scan Information Resources Inc. 行为扫描信息源公司
behavioral analysis 行为分析 behavioral hierarchies 行为层级 benchmarking 基准
benefit clusters 利益群体 benefits 利益 Benz 奔驰 billing 帐单
birth rate 出生率
blanket purchase order 一揽子采购合同 blind-paired comparison testing 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 brand extensions 品牌扩展 brand loyalty 品牌忠诚度 brand mark 品牌标志 brand name 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's equity 品牌的价值
break-even analysis 盈亏平衡分析 break-even volume 盈亏平衡产量
breath of product assortment 产品线的宽度 breath or diversity of product lines 产品线的宽度或多样性 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 strength rating 商业能力评分
business plan 商业计划 business position 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
business unit strategy 经营单位战略 buyback allowances 回购折让 buyback arrangements 产品返销
buyers' bargaining power 买方的讨价还价能力
buyers 采购者
buying behavior 购买行为 buying center 采购中心 buying inertia 购买惯性 buying intention 购买意图
buying offices 连锁商店的进货中心 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 in product 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 可选择的营销渠道 channel conflicts 渠道冲突 channel decisions 渠道决策 channel functions 渠道功能
channel institutions 渠道组织结构 channel management 渠道管理 channel objectives 渠道目标 channel of 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 communication 传播渠道 choice criteria 选择标准 closing a sale 结束销售
clothing retailers 服装零售商 co-branding 联合品牌
code of ethics （职业）道德标准 coercive power 强制权
cognitive dissonance 认识的不协调 collection of data 数据收集 collection 收款
co-marketing alliances 联合营销联盟
combination compensation plan 结合式薪酬方案
commitment 承诺
communication channels 传播渠道 communication process 传播过程 communication 信息交流/沟通 communications media 传播媒体 company personnel 公司员工
comparative advertisements 比较广告 comparison of brands 品牌比较 compensation deals 补偿处理 compensation plan 酬金方案 compensation/rewards 酬金/奖励 compensatory 补偿性的
competition and industry evolution 竞争和行业演变
competition-orientated pricing 竞争导向定价法
competitive advantage 竞争优势
competitive (supply-side) evolution 竞争（供方）演变
competitive factors 竞争因素
competitive intelligence 竞争情报/信息
competitive parity promotion budgeting 竞争均势促销预算法
competitive strategy 竞争战略
competitive strength 竞争优势/能力 competitor analysis 竞争者分析 complaint handling 投诉处理
component materials and parts markets 组成材料和零部件市场
computerized ordering 计算机化的订购 conclusive research 确定性研究 conditions of demand 需求情况
conflict and resolution strategies 冲突和解决
战略
conformance to specifications 与规格一致 conformance 一致性
confrontation strategy 对抗战略 conjoint measurement 联合测度法 conjunctive model 联合模型
consumer decision-making 消费者（购买）决策
consumer goods channels 消费品分销渠道 Consumer Goods Pricing Act, USA 美国消费品定价法案
consumer goods 消费品
consumer markets 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 consumer tests 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 contract manufacturing 契约制造业
contraction/strategic withdrawal strategy 收缩/战略性撤退战略
contractual entry modes 契约式进入模式 contractual vertical marketing systems 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 control strategies 控制战略
convenience food stores 便利食品商店 convenience goods 便利品 convenience 服务的便利性 Cool Whip 清凉维普
co-operative advertising 合作性广告
co-ordination and conflict resolution 协调与冲突解决
co-production 合作生产
core benefit proposition (CBP) 核心利益方案/提议
corollary-data method 推定数据法 corporate HQ 公司总部
corporate scope 公司（经营）范围 corporate strategy 公司战略
corporate vertical marketing systems 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 cost analysis 成本分析
cost effectiveness 成本有效性
cost leadership strategy 成本领先战略 cost of 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-volume relationship 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 benefits of marketing functions 营销职能的成本和效益
costs of competitors 竞争者成本 costs of distribution 分销成本 countertrade 对等贸易 coupons 优惠券 courtesy 礼貌
coverage of geographic market 地域性市场的范围
coverage of relevant retailers 相关零售商的销售范围
credibility 信誉
credit terms 信贷条款
critical assumptions 关键假设 cross-elasticity 交叉弹性
customary pricing 习惯性定价法 customer analysis 顾客分析 customer contact 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 of sales force 按客户组织销售队伍
customer retention 顾客维系/保留 customer satisfaction 顾客满意度
customer segment pricing 顾客细分市场定价
customer service 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' price sensitivity 顾客的价格敏感度
customizing 定制
data collection 数据收集 data confidentiality 数据保密 data research 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-product development 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 demand curve 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 percentage mark-up on retail 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
different responses 差别反应
differentiated defender strategy 差异化防御战略
differentiated marketing 差异化营销
differentiation over time 不同时间的差异 differentiation strategy 差异化战略 differentiation 差异化
diffusion of innovation theory 创新扩散理论 dimension 因素
dimensions of quality 质量维度
direct costing profitability analysis 直接成本盈利性分析
direct mail 直接邮寄
direct marketing via advertising media 通过广告媒体的直接营销
direct marketing 直接营销
direct product profitability (DPP) 直接产品盈利性/利润率 direct selling 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 income 可支配收入
dissonance-attribution hierarchy 不和谐-归属层次结构
distribution channel designs 分销渠道设计 distribution channel objectives 分销渠道的目标
distribution channel 分销渠道 distribution decisions 分销决策 distribution policies 分销策略 distribution 分销
distributor/store (private labels) brands 分销商/私有品牌
distributors 分销商 diversification 多元化 divest 撤退 divest 出让
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