营销教材翻译术语对照表.docx

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

16、ity一致性Consideration set考虑集Consultants顾问Consultative selling咨询型销售Consumer behavior消费者行为Consumer debt消费者负债Consumer decision making消费者决策制定cultural influencesdecision-making processdecision typesfactors influencingindividual influencespsychological influencessocial influencestypes of buying decisionsund

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

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

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

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

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

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

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

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

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

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

27、ntity数量差异Disintermediation 去中介化Disposable income可任意支配收入Distributiondualelectronicexclusiveindustrialintensivemultiplenonprofit organizationsselective分销双渠道（分销）电子（分销）排他性（分销）工业（分销）密集性（分销）多渠道（分销）非盈利组织（分销）选择性（分销）Distribution resource planning (DRP)分销资源计划Distribution strategies分销策略Distribution structure分销结构Distributors分销商Diversification多样化Division of labor劳动分工Dog瘦狗Doha Round多哈回合（谈判）DRPDRP（分销资源计划）Drug stores药店DSS决策支持系统Dual distribution双渠道分销Dumping倾销EE-tailing电子零售Early adopters早期采用者Early majority早期大众Economic factors经济因素EDI电子数据交换Effective strategic planning有效战略计划Efficient labor有效率的劳动力Efficie