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
accesibility 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
behavioural analysis 行为分析
behavioural 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
busines 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 indes (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
contributrion 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 | |
| discriminant 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 lables) brands 分销商/私有品牌 | |
| distributors 分销商 | |
| diversification 多元化 | |
| divest 撤退 | |
| divest 出让 | |
| divestment or liquidation 收回投资或清算 | |
| dividend 红利 | |
| dogs 瘦狗类 | |
| domestic target marketing strategies 国内目标市场定位的营销战略 | |
| dropping products 放弃产品 | |
| dry cleaning 干洗 | |
| dual/two channel distribution systems 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 and technological factors 经济技术因素 | |
| economic power 经济权 | |
| economies of 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 | |
| environment and packaging disposal 环境与包装处理 | |
| environment factors 环境因素 | |
| environmental scanning 环境扫描/分析 | |
| environmental strategy 环境战略 | |
| establishment 机构 | |
| ethical audit （公司）伦理审计 | |
| ethics of marketing 营销伦理道德 | |
| ethnic composition 种族构成 | |
| European Community 欧共体 | |
| evaluation and reward systems 评估与奖励体系 | |
| evaluation and selection of supplier 评估和选择供应商 | |
| evaluation of alternatives 评估替代品/各种选择 | |
| evaluation of brands 品牌评估 | |
| event sponsorship 事件赞助 | |
| event 活动 | |
| everyday low-price (EDLP) 天天低价 | |
| evoked set 引发的组合 | |
| evolution of market 市场演变 | |
| exchange 交换 | |
| exclusive dealing 独家销售 | |
| exclusive distribution 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 | |
| experience curve 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 company 出口管理公司 | |
| export merchants 出口贸易商 | |
| export 出口 | |
| exporting 出口商品 | |
| extended use strategy 扩大使用战略 | |
| extending volume growth 扩大市场份额 | |
| external data sources 外部数据来源 | |
| external environment 外部环境 | |
| extrapolation of past sales trends 过去销售趋势推测法 | |
| facilitating agencies 辅助/中介机构 | |
| factor analysis 因素分析法 | |
| fads 时尚 | |
| family branding 家族品牌 | |
| family life cycle 家庭生命周期 | |
| family structure 家庭结构 | |
| farm products 农产品 | |
| fast-moving consumer goods (FMCG) 快速变动的消费品 | |
| fear appeals 恐惧/顾虑诉求 | |
| features 特征 | |
| Federal Department Stores 联邦百货商店 | |
| Federal Trade Code （FTC) 联邦贸易法案 | |
| FedEx (Federal Express) 联邦快递 | |
| feedback data 反馈数据 | |
| field test marketing 实地市场测试 | |
| financing 融资 | |
| fisheries 渔业 | |
| fit and finish 结实度与外观 | |
| fixed costs 固定成本 | |
| fixed salary 固定工资 | |
| flanker strategy 侧翼进攻战略 | |
| flanker/fighting brand 战斗品牌 | |
| flanking and encirclement strategies 侧翼进攻与围堵战略 | |
| flat organizational structure 扁平的组织结构 | |
| FOB origin pricing FOB产地定价法 | |
| focus strategy 集中战略 | |
| followers 追随者 | |
| Ford 福特公司 | |
| foreign middlemen 国外中间商 | |
| forestry 林业 | |
| formalization 形式/规范化 | |
| formulate 制定 | |
| fortress/position-defence strategy 防御堡垒战略 | |
| Fortune 《财富》杂志 | |
| forward integration 向前一体化 | |
| franchise systems 特许系统 | |
| franchising 特许经营 | |
| free call numbers 免费电话号码 | |
| free goods 免费商品 | |
| freight-absorption pricing 免收运费定价法 | |
| fringe benefits 小额津贴 | |
| frontal attack strategy 正面进攻战略 | |
| full costing profitability analysis 全成本盈利性分析 | |
| full-service wholesalers 全方位服务的批发商 | |
| functional competencies and resource allocation 职能能力与资源分配 | |
| functional efficiency 职能效率 | |
| functional organization of sales force 按销售职能组织销售队伍 | |
| functional organizational structure 职能型组织结构 | |
| functional performance 功能性能 | |
| functional strategy 职能战略 | |
| games 比赛 | |
| gap 差距 | |
| gatekeepers 信息传递者 | |
| general behavioral descriptors 一般行为变量 | |
| General Electric (GE) 通用电气 | |
| General Foods Corporation 通用食品 | |
| general merchandise discount chains 大众商品折扣连锁店 | |
| General Motors 通用汽车 | |
| geodemographics 区域人口统计特征 | |
| geographic adjustments 地理调整 | |
| geographic distribution 地理分布 | |
| geographical organization of sales force 按地区组织销售队伍 | |
| Gillette 吉列剔须刀 | |
| global adjustments 全球调整 | |
| global elite consumer segment 全球精英消费品市场 | |
| global expansion 全球扩张 | |
| global marketing control 全球营销控制 | |
| global markets 全球市场 | |
| global niche strategy 全球机会战略 | |
| global standardization strategy 全球标准化战略 | |
| global teenage segment 全球青少年市场 | |
| globalization 全球化 | |
| global-market expansion 全球市场扩张 | |
| goals 总目标 | |
| going-rate/competitive parity pricing 竞争性平价定价法 | |
| goods producers 产品制造商 | |
| Goodyear 固特异轮胎 | |
| government agencies 机构 | |
| government buyers 采购者 | |
| government market 市场 | |
| government regulation 管制 | |
| greenhouse effect 温室效应 | |
| grey market 灰色市场 | |
| gross domestic product (GDP) 国内生产总值 | |
| gross margin 毛利 | |
| gross national product (GNP) 国民生产总值 | |
| gross profit 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 | |
| growth stage of product life cycle 产品生命周期的成长阶段 | |
| growth-extension strategies 增长扩张战略 | |
| growth-market strategies for market leaders 市场领导者的市场增长战略 | |
| growth-market strategy 成长性市场战略 | |
| growth-market targeting strategy 成长性市场定位战略 | |
| guarantee/warranty 保证/担保 | |
| guarantees 保证 | |
| Gucci 古琦（世界著名时装品牌） | |
| Haagen-Dazs 哈根达斯 | |
| hard technology 硬技术 | |
| Harvard Business Review 《哈佛商业评论》 | |
| harvest 收获 | |
| harvesting pricing 收获定价法 | |
| harvesting strategy 收获战略 | |
| health care 医疗保健 | |
| health maintenance organizations (HMOs) （美国）卫生保健组织 | |
| heavy buyer 大客户 | |
| Heileman Brewing Company | |
| Heinz 亨氏食品 | |
| helpfulness 有益性 | |
| Henkel 汉高 | |
| Hertz 赫兹（美国汽车租赁巨头） | |
| Hewlett-Packard 惠普公司 | |
| hierarchy of strategy 战略的层次 | |
| high margin/low-turnover retailers 高利润/低周转率的零售商 | |
| high market share global strategy 高市场份额全球战略 | |
| high-contact service system 高接触服务系统 | |
| high-involvement product 高参与产品 | |
| high-involvement purchase 高参与购买 | |
| hight market share 高市场份额战略 | |
| Hilton 希尔顿 | |
| Holiday Inns 假日旅馆 | |
| homogeneous market 同质市场 | |
| Honda 本田 | |
| household/family life cycle 家庭生命周期 | |
| household 家庭 | |
| hybrid technology 混合技术 | |
| idea generation 创意的产生/生成 | |
| ideas for new products 新产品创意/构想 | |
| idea-screening process 创意筛选过程 | |
| identification of segments 识别细分市场 | |
| Illinois Tool Works 伊利诺斯工具厂 | |
| image pricing 形象定价 | |
| imitative positioning 模仿定位 | |
| imitative strategy 模仿战略 | |
| impact evaluation 影响评估 | |
| impersonal sources 非个人的信息来源 | |
| implementation and control of marketing programs 营销计划的执行和控制 | |
| implementation 实施 | |
| improvements in or revisions of existing products 现有产品的改良或修正 | |
| impulse buying 冲动购买 | |
| impulse goods 冲动购买品 | |
| incentives 激励 | |
| income 收入 | |
| increased penetration strategy 增加渗透战略 | |
| indirect costing profitability analysis 间接成本盈利性分析 | |
| individual brand 个别品牌 | |
| individual value 个人价值 | |
| industrial goods & services 工业产品和服务 | |
| industrial goods channels 工业品分销渠道 | |
| industry attractiveness 行业吸引力 | |
| industry attractiveness-business position 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 | |
| infocommunications industry 信息通信行业 | |
| infomercials 商业信息广告 | |
| information age 信息时代 | |
| information search 信息搜集 | |
| information technology 信息技术 | |
| information 信息 | |
| informative 告知性的 | |
| ingredient 成份 | |
| in-home personal interview 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 | |
| in-store promotion 店内促销 | |
| intangibles 无形 | |
| integrated marketing communication plan (IMC) 整合营销传播计划 | |
| integration of perception 感知整合 | |
| integration 整合 | |
| Intel 因特尔 | |
| intensity of market position 市场地位的集中程度 | |
| intensity 集中程度 | |
| intensive distribution 密集型分销 | |
| interactions across multiple target markets 多目标市场间的相互作用 | |
| interactive media 交互式媒体 | |
| interest rates 利率 | |
| internal data sources 内部数据来源 | |
| internal marketing 内部营销 | |
| internal organizational structure 内部组织结构 | |
| international advertising 国际广告 | |
| international channels 国际分销渠道 | |
| international division 国际分部 | |
| international marketing 国际营销 | |
| international organizational design 国际组织设计 | |
| internationalization of services 服务的国际化 | |
| introductory stage of product life cycle 产品生命周期的推出阶段 | |
| inventory level 库存水平 | |
| investor relations advertising 投资关系广告 | |
| issue advertising 观点广告 | |
| jobbers 批发商 | |
| Johnson & Johnson 强生 | |
| joint ventures 合资 | |
| jury of executive opinion 行政管理人员群体意见法 | |
| just noticeable difference (JND) 恰巧注意到的差异 | |
| just-in-time (JIT) management system 准时制管理体系 | |
| just-in-time purchasing arrangements 及 | |
| key account management 主要客户管理 | |
| key accounts 关键客户 | |
| key benefits 核心利益 | |
| key environmental issue identification 确定主要的环境问题 | |
| key variables 关键变量 | |
| key/house accounts 关键/机构客户 | |
| laboratory tests 实验室测试 | |
| leapfrog strategy 蛙跳战略 | |
| learning hierarchy 学习层级结构 | |
| legal services 法律服务 | |
| legislation 立法 | |
| legitimate power 法定权 | |
| level of compensation 酬金水平 | |
| level of technical sophistication 技术的复杂程度 | |
| Levi Strauss 李维·史特劳斯 | |
| Levi's 列维斯（全球最大的牛仔服制造商） | |
| lexicographic model 词典编纂模型 | |
| lifestyle 生活方式 | |
| limited-service wholesalers 有限服务的批发商 | |
| line extension 产品线扩展 | |
| line filling 产品线填充 | |
| line stretching 产品线延伸 | |
| list price 订价 | |
| Lloyd's of London 伦敦劳埃德保险公司 | |
| localizaiton strategy 本地化战略 | |
| location pricing 场所定价 | |
| location 位置 | |
| lodging 房屋出租 | |
| logistical alliances 后勤联盟 | |
| long-term memory 长期记忆 | |
| lost customer 失去的顾客 | |
| Louis Vuitton 路易·威登（法国著名时尚品牌） | |
| low-contact service system 低接触服务系统 | |
| low-cost defender 低成本防御型 | |
| low-cost position 低成本地位 | |
| low-involvement hierarchy 低参与程度层级结构 | |
| macro risks 宏观风险 | |
| macroenvironment 宏观环境 | |
| macrosegmentation 宏观细分 | |
| mail-order retailers 邮购零售商 | |
| maintaining market share 保持市场份额 | |
| maintenance strategy 保持战略 | |
| management overhead 管理费 | |
| mandatory adaptation 强制性适应 | |
| manufacturer brand 制造商/全国性品牌 | |
| manufacturers' agents/representatives 生产商的代理商/销售代表 | |
| manufacturers' export agents (MEA) 制造商出口代理 | |
| manufacturers' sales offices/branches 生产商的销售办事处/分支机构 | |
| manufacturing process 制造过程 | |
| manufacturing 制造业 | |
| market aggregation strategy 整体市场战略 | |
| market attractiveness factors 市场吸引力因素 | |
| market attractiveness 市场吸引力 | |
| market attractiveness/business position matrix 市场吸引力/业务地位矩阵 | |
| market circumstances 市场环境 | |
| market demorgraphics 市场人口分布/统计特征 | |
| market dimension 市场量度 | |
| market entry strategies 市场进入战略 | |
| market exclusion 市场排斥 | |
| market expansion strategy 市场扩张战略 | |
| market factors 市场因素 | |
| market followers 市场跟随者 | |
| market growth rate 市场增长率 | |
| market hirarchy 市场等级 | |
| market inclusion 市场纳入 | |
| market leaders 市场领导者 | |
| market measurement 市场测量 | |
| market opportunity analysis 市场机会分析 | |
| market oriented 以市场为导向的 | |
| market position factors 市场地位因素 | |
| market positioning analysis 市场定位分析 | |
| market potential measurements 市场潜力测度 | |
| market research 市场研究 | |
| market segment 细分市场 | |
| market segmentation 市场细分 | |
| market share 市场份额 | |
| market targeting 目标市场选择 | |
| market 市场 | |
| marketability 市场开拓能力 | |
| market-entry strategies 市场进入战略 | |
| marketing action plan 营销行动计划 | |
| marketing audit 营销审计 | |
| marketing channel 营销渠道 | |
| marketing codes of conduct 营销行为规范 | |
| marketing communication 营销沟通/传播 | |
| marketing concept 营销观念 | |
| marketing control 营销控制 | |
| marketing decision support systems (MDSS) 营销决策支持系统 | |
| marketing environment audit 营销环境审计 | |
| marketing flows and functions 营销过程和职能 | |
| marketing function area audit 营销功能领域的 审计 | |
| marketing implications of 对营销的影响 | |
| marketing information system 营销信息系统 | |
| marketing institutions 营销机构 | |
| marketing management 营销管理 | |
| marketing message 营销信息 | |
| marketing mix 营销组合 | |
| marketing policy 营销策略 | |
| marketing productivity area audit 营销生产力领域的审计 | |
| marketing program components 营销计划内容 | |
| marketing program 营销计划/方案 | |
| marketing relationship 营销关系 | |
| marketing research 营销研究 | |
| marketing strategy 营销战略 | |
| market-management organizational structure 市场管理组织结构 | |
| mark-up price 产品/溢价价格 | |
| Marlboro 万宝路 | |
| Marriott Hotel 万豪酒店 | |
| mass-market penetration strategy 大规模市场渗透战略 | |
| mass-market strategy 大市场战略 | |
| matrix organizational structure 矩阵组织结构 | |
| Matsushita 日本松下电子 | |
| mature conformists 成熟的随大流者 | |
| mature markets 成熟市场 | |
| mature stage of product life cycle 产品生命周期的成熟阶段 | |
| McDonald's 麦当劳 | |
| McDonnell Douglas 麦道公司 | |
| MCI电讯公司（前世界通信公司） | |
| MDSS (Marketing-Decision Support System) 市场决策支持系统 | |
| measurability 可测度性 | |
| measure or index 测量指标 | |
| measurement criteria 计量标准 | |
| media audiences 媒体受众 | |
| medical and health services 医疗卫生服务 | |
| Medico Containment Services | |
| memory of consumers 消费者记忆 | |
| Mercedes-Benz 梅赛德斯-奔驰 | |
| Mercer Management Consulting 美国美智管理顾问公司 | |
| merchandising 推销 | |
| merchant middlemen 国内贸易中间商 | |
| merchant wholesalers 商业批发商 | |
| message structure 信息结构 | |
| Michael Porter 迈克尔-波特 | |
| micro risks 微观风险 | |
| microsegmentatioin 微观细分 | |
| Miller Tyding ACT, USA 米勒·泰丁法案 | |
| minging 矿业 | |
| Minnesota Mining and Manufacturing Company (3M) 明尼苏达矿业和制造公司 | |
| Minolta 美能达 | |
| miscellaneous sources 多方面来源 | |
| mission 宗旨 | |
| missionary 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 | |
| Monsanto 孟山都农业生物技术公司 | |
| moral appeals 伦理/道德诉求 | |
| morals 道德 | |
| Motorola 摩托罗拉 | |
| multichannel distribution 多渠道分销 | |
| multidimensional scaling 等级法 | |
| multilevel selling 多级销售 | |
| multinational coporations (MNCs) 公司 | |
| multiple test markets 多测试市场 | |
| multiple-brand strategy 多品牌战略 | |
| multiple-factor index 多因素指数法 | |
| multisegment positioning 多重细分市场定位 | |
| mutual trust 相互信任 | |
| national account management 全国性客户管理 | |
| national market 国内市场 | |
| National Semiconductor 美国国家半导体公司 | |
| natural products 天然产品 | |
| NEC 日本电子 | |
| Nescafé 雀巢咖啡 | |
| Nestlé 雀巢 | |
| net sales 净销售额 | |
| network computer (NC) 网络计算机 | |
| new business selling 新业务销售 | |
| new buy 购入新产品 | |
| new entrants 新进入者 | |
| new markets 新市场 | |
| new materials 新材料 | |
| New Prod screening model 新普罗德筛选模型 | |
| new product lines 新产品线 | |
| new products 新产品 | |
| new-product development 新产品开发 | |
| new-product ideas 新产品创意 | |
| Newsweek 《新闻周刊》 | |
| new-task buying 全新采购 | |
| new-to-the-world products 世界性新产品 | |
| niche penetration strategy 壁龛/机会市场渗透战略 | |
| niche-market strategy 壁龛市场战略 | |
| Nike 耐克 | |
| Nissan 尼桑 | |
| no-brand brand name 无品牌的品牌名称 | |
| no-frills product 无虚饰产品 | |
| noise in communication system 传播系统中的噪音 | |
| non-financial rewards 非物质性奖励措施 | |
| non-probability sampling 非概率抽样 | |
| non-profit organization 非盈利组织 | |
| non-store retailing 无店铺零售业 | |
| number of stockouts 迟滞数目 | |
| object-and-task method of promotion budgeting 目标-任务促销预算法 | |
| objectives and strategy area audit 目标与战略领域的审计 | |
| objectives 具体目标 | |
| observation 观察法 | |
| occupancy costs 房屋占用成本 | |
| occupation/position 职业/职位 | |
| odd pricing 奇/余数定价法 | |
| OEM (original equipment manufacturer) 原始设备制造商 | |
| oeverall quality 总体质量 | |
| off-invoice discounts 之外的折扣 | |
| offsets 抵消交易 | |
| Omega 欧米加 | |
| on-air testing 广播测试 | |
| OPEC (Organization of Petroleum Exporting Countries) 欧佩克（石油输出国组织） | |
| opening relationships 建立关系 | |
| operating supplies 生产供应品 | |
| operational excellence 运作管理水平 | |
| opinion leaders 意见领导者 | |
| opportunity cost 机会成本 | |
| opportunity identification 机会识别 | |
| opportunity/threat matrix 机会/威胁矩阵 | |
| order cycle time 订货周期 | |
| order processing 订单处理 | |
| organisational level 组织层次 | |
| organizaitonal requirement planning 组织需求计划 | |
| organization area audit 组织领域的审计 | |
| organization buying center 组织采购中心 | |
| organizational customer 组织顾客 | |
| organizational direct selling 组织直销 | |
| organizational markets 组织市场 | |
| organizational purchasing 组织采购 | |
| organzational structure 组织结构 | |
| outdoor enthusiasts 户外运动爱好者 | |
| out-of-home media 户外广告媒体 | |
| overall cost leadership 全面成本领先 | |
| overheads 日常开支 | |
| overseas direct investment 海外直接投资 | |
| ownership of new product 新产品所有权 | |
| packaging 包装 | |
| panel of experts 专家小组 | |
| parentage 渊源 | |
| parties involved 交换中的各方 | |
| payment terms 支付条款 | |
| pay-off control 支出控制 | |
| penetration pricing 渗透定价 | |
| Pepsi-Cola 百事可乐 | |
| perceived customer value 顾客感知价值 | |
| perceived quality 感知到的质量 | |
| perceived value 感知到的价值 | |
| percentage of sales promotion budgeting method 销售额百分比促销预算法 | |
| perceptions of consumers 消费者感知/理解 | |
| perceptual (product) pisitioning 感知（产品）定位 | |
| perceptual map 感知图 | |
| perceptual organization 感知组织 | |
| perceptual vigilance 感性的警惕 | |
| performance dimension 业绩标准 | |
| performance evaluation 业绩评估 | |
| performance measures 表现/业绩测度 | |
| performance objective 绩效目标 | |
| performance standards 绩效标准 | |
| performance 功能 | |
| perishability 非持久性 | |
| personal selling 人员推销 | |
| personal sources 个人的信息来源 | |
| personnel development 人力资源开发 | |
| persuasive 说服性的 | |
| pharmaceuticals industry 医药行业 | |
| physical (product) positioning 物理（产品）定位 | |
| physical descriptors 物理变量 | |
| physical distribution 实物分销 | |
| Pillsbury 皮尔斯博瑞 | |
| pioneers 先入者 | |
| Pizza Hut 必胜客 | |
| place utility 地点效用 | |
| planning and control system area audit 计划与控制系统领域的审计 | |
| point of sale information 销售点信息 | |
| point-of-purhcase (POP) promotion 采购点促销 | |
| point-of-sales (POS) data 销售点数据 | |
| pontificator 保守派 | |
| popularity 通用性 | |
| population trends 人口趋势 | |
| portfolio models for resource allocation 资源配置的资产组合模式 | |
| position intensity 地位集中程度 | |
| positioning 定位 | |
| possession utility 拥有效用 | |
| post-purchase dissonance 购买后的不协调 | |
| post-purchase evaluation 购买后评估 | |
| post-purchase/after-sale service 售后服务 | |
| potential advantages 潜在优势 | |
| potential customer 潜在顾客 | |
| potential market 潜在市场 | |
| potential target market 潜在目标市场 | |
| power in distribution 分销权力 | |
| power of buyers 购买者能力 | |
| power of suppliers 供应商能力 | |
| predatory pricing 掠夺性定价法 | |
| pre-empting scarce resources 先占稀缺资源 | |
| preferential treatment 特惠待遇 | |
| premiums 额外奖励 | |
| present competitors 现有的竞争者 | |
| presenting sales message 提供销售信息 | |
| pre-test market research 测试前市场研究 | |
| price discrimination 价格歧视 | |
| price elasticity of demand 需求的价格弹性 | |
| price fixing 价格设定 | |
| price leaders 价格领导者 | |
| price lining 价格排列定价法 | |
| price promotion 价格促销 | |
| price quotation 报价 | |
| price sensitivity 价格敏感度 | |
| price structure 价格结构 | |
| price 价格 | |
| price/earnings ration 价格/收益比 | |
| price-off promotions 降价促销 | |
| price-setting process 定价过程 | |
| pricing adjustments 定价调整 | |
| pricing policies 价格策略 | |
| pricing 定价 | |
| primary demand 基本需求 | |
| primary sources 第一类/主要数据 | |
| print media 印刷媒体 | |
| private/for-profit organization 私营/盈利性组织 | |
| PRIZM (Potential Rating Index for Zip Markets) 按邮政区划为基础的潜力等级指数 | |
| proactive new-product development strategy 进取型新产品开发战略 | |
| probability sampling 概率抽样 | |
| problem formulation 界定问题 | |
| problem identificatioin 确定问题 | |
| process management 过程管理 | |
| Procter & Gamble (P&G) 宝洁公司 | |
| product line 产品线 | |
| product availability 产品的可获得性 | |
| product category 产品类别 | |
| product class 产品类别 | |
| product decisions 产品决策 | |
| product design 产品设计 | |
| product development 产品开发 | |
| product dimension or attributes 产品维度/属性 | |
| product evolution 产品演变 | |
| product features 产品特征 | |
| product intent share 产品倾向份额 | |
| product leadership 产品领导能力 | |
| product life cycle (PLC) 产品生命周期 | |
| product life cycle curve 产品生命周期曲线 | |
| product line 产品线 | |
| product manager audit 产品经理审计 | |
| product offering 供应品 | |
| product organizaiton of salesforce 按产品组织销售队伍 | |
| product policies 产品策略 | |
| product positioning 产品定位 | |
| product quality 产品质量 | |
| product scope 产品范围 | |
| product space 产品位置 | |
| product specifications 产品规格 | |
| product systems 产品体系 | |
| product type 产品类型 | |
| product usage 产品用途 | |
| product 产品 | |
| product(ion)-oriented organization 产品/生产导向型组织 | |
| production 生产 | |
| product-line pricing adjustments 产品线定价调整 | |
| product-management organizational structure 产品管理组织结构 | |
| product-market entry control 产品－市场进入控制 | |
| product-related behavioral descriptors 与产品相关的行为变量 | |
| product's market characteristics 产品的市场特征 | |
| product-use testing 产品使用测试 | |
| pro-environment 环保 | |
| profit impact of market strategy (PIMS) 市场战略的利润影响 | |
| profitability analysis 盈利性分析 | |
| profitability 盈利性/盈利能力 | |
| profitable survivor strategy 有利可图的生存者战略 | |
| project-company resource compatibility 项目与公司资源的协调性 | |
| projected profit-and-loss statement 预计损益表 | |
| projective tests 投影测试 | |
| promotion decisions 促销决策 | |
| promotion mix 促销组合 | |
| promotion policies 促销策略 | |
| promotion 促销 | |
| promotional allowance 促销折让 | |
| promotional effort 促销努力 | |
| promotional pricing 促销定价 | |
| promptness 及时性 | |
| propector strategy 探索型战略 | |
| prospecting for customers 寻找顾客 | |
| psychographics 心理统计特征 | |
| psychological cost 心理成本 | |
| psychological pricing 心理定价法 | |
| public organization 公共组织 | |
| public relations 公共关系 | |
| public utilities 公共设施 | |
| publicity 公共宣传 | |
| pull strategy for control of distribution channels 分销渠道控制的拉式战略 | |
| pupil dilation 瞳孔扩张 | |
| purchase predisposition 购买倾向 | |
| purchasing agent 采购代理 | |
| purchasing contract 采购合同 | |
| purchasing manager/agent 采购经理／代理 | |
| purchasing power perity (PPP) 购买力平价指数 | |
| push money/spiffs 佣金 | |
| push stragtegy for control of distribution channels 分销渠道控制的推式战略 | |
| qualifying prospects 审查潜在顾客资格 | |
| quality dimensions 质量维度 | |
| quality 质量 | |
| quantity discount 数量折扣 | |
| question marks 问题类 | |
| questioning 询问法 | |
| quotas 定额 | |
| R & D expenditure 研究开发战略 | |
| race and ethnic origin 种族和民族 | |
| rack jobbers 供应超级市场的批发商 | |
| radio 无线电广播 | |
| rank ordering 排序 | |
| rate of adoption 采购率 | |
| rate-of-return/target return pricing 回报率/目标回报定价法 | |
| rational appeals 理性诉求 | |
| rationale 基本原理 | |
| raw materials 原材料 | |
| reactive and proactive responses 反应及前摄策略 | |
| reactive new-product development strategy | |
| reactor strategy 反应型战略 | |
| real estate 房地产 | |
| rebates 回扣 | |
| recall tests 记忆测试 | |
| receiver 接收者 | |
| reciprocity 利益互惠 | |
| recognition of problem/need 发现问题/需求 | |
| recognition tests 认知测试 | |
| recreation 娱乐业 | |
| recruitment and selection 招聘与选拔 | |
| recycling of packaging 包装回收（利用） | |
| Reebok 锐步 | |
| reference group 参照群体 | |
| referent power 参照权 | |
| refocus 巩固 | |
| refunds 退款 | |
| refusal to deal 拒绝经营 | |
| regression analysis 回归分析法 | |
| regulation 管制 | |
| related/concentric diversification 相关/同心多元化 | |
| relational VMSs 相关式垂直营销系统 | |
| relative attractiveness of declining markets 衰退市场的相对吸引力 | |
| relative market potential 相对市场潜力 | |
| relative market share 相对市场份额 | |
| reliability 可靠性 | |
| repeat purchase behavior 重复购买行为 | |
| repetition 重复 | |
| repositionings 重新定位产品 | |
| requirements planning 需求计划 | |
| reseller 中间商 | |
| resident buyers 常驻采购员 | |
| resource allocation/deployment 资源配置 | |
| response strategies 反应策略 | |
| response to communication 传播响应 | |
| responsive strategy 反应型新产品开发战略 | |
| responsiveness 响应性 | |
| retail coverage strategy 零售范围战略 | |
| Retail Index 零售指数 | |
| retail outlets 零售店 | |
| retail sales 零售额 | |
| retailer co-operatives 零售商合作社 | |
| retailer 零售商 | |
| retailing trends 零售趋势 | |
| Return on Equity (ROE) 权益回报率 | |
| Return on Investment (ROI) 投资回报率 | |
| Return on Net Assets (RONA) 净资产回报率 | |
| reverse engineering 反向工程 | |
| reward systems 奖励系统 | |
| rivalry determinants 竞争决定因素 | |
| rivalry 竞争对手 | |
| Robert Miles 罗伯特·迈尔斯 | |
| Rockwell 洛克威尔 | |
| Rolex 劳力士 | |
| Rolls-Royce 劳斯莱斯 | |
| roster 名册 | |
| salary 薪金 | |
| sales agents 销售代理商 | |
| sales analysis by customer 顾客销售分析 | |
| sales analysis by order size 订货规模的销售分析 | |
| sales analysis by product 产品销售分析 | |
| sales analysis by territory 区域销售分析 | |
| sales analysis 销售分析 | |
| sales forcasting 销售预测 | |
| sales force estimates 销售人员估计 | |
| sales force size 销售队伍规模 | |
| sales force 销售队伍 | |
| sales forecasting 销售预测 | |
| sales management 销售管理 | |
| sales organization 销售组织 | |
| sales performance 销售表现/业绩 | |
| sales personnel incentives 销售人员激励 | |
| sales personnel 销售人员 | |
| sales planning 销售计划 | |
| sales potential 销售潜力 | |
| sales promotion 销售促进/促销 | |
| sales territory 销售地区 | |
| sales trends 销售趋势 | |
| sales 销售额 | |
| sales/price reduction 销售/价格下降 | |
| sample design 样本设计 | |
| sample size 样本大小 | |
| sampling 抽样 | |
| sampling 提供样品 | |
| scale efficiency 规模效率 | |
| scaled measures 比例测度 | |
| scoring models 评判模型 | |
| screening of ideas 创意筛选 | |
| sealed bidding 招标 | |
| Sears 西尔斯 | |
| secondary sources 第二类/次要数据 | |
| second-but-better new-product development strategy 后者居上型新产品开发战略 | |
| security 证券业 | |
| segmentation and targeting 细分与目标选择 | |
| segmentation criteria 细分标准 | |
| segmentation descriptors 市场细分变量 | |
| segmentation 市场细分 | |
| Seiko 日本精工株式会社（全球著名的打印机生产商） | |
| selective demand 选择性需求 | |
| selective distribution 选择分销 | |
| selective exposure 选择性接触 | |
| selective perception 选择性感知/理解 | |
| selective retention 选择性保留 | |
| self-employed person 经营的个人 | |
| self-managing teams 自我管理团队 | |
| self-oriented 自我导向型 | |
| selling groups 销售团队 | |
| selling proposition 销售计划/提议 | |
| selling 推销/销售 | |
| service guarantees 服务保证 | |
| service industry 服务产业 | |
| service organization 服务组织 | |
| service quality 服务质量 | |
| service 服务 | |
| serviceability 服务能力 | |
| serviceability 适用性 | |
| services channels 服务渠道 | |
| servicing products 服务产品 | |
| servicing the account 客户服务 | |
| setting quotas 确定定额 | |
| shake-out stage 动荡阶段 | |
| shared programs/facilities 分享计划/设备 | |
| share-growth strategies for followers 追随者的市场份额增长战略 | |
| shareholder value 股东价值 | |
| share-maintenance 份额保持 | |
| Sherman Act, USA 美国谢尔曼法案 | |
| shopping goods 消费品 | |
| short-term memory 短期记忆 | |
| signal vehicle/carrier 信号载体 | |
| simulated test marketing 模拟市场测试 | |
| single-factor index 单因素指数法 | |
| single-line mass-merchandiser stores 单一类型产品专营连锁店 | |
| SKF 瑞典轴承公司 | |
| skimming and early withdrawal 撇脂与尽早撤离战略 | |
| skimming pricing 撇脂定价法 | |
| sleepwalker/contented underachievers 梦游者/很容易满足的人 | |
| slotting allowance 安置津贴 | |
| social acceptability 社会可接受性 | |
| social class 社会阶层 | |
| social objectives 社会目标 | |
| sociocultural environment 社会文化环境 | |
| soft goods 非耐用品 | |
| soft technology 软技术 | |
| sole ownership entry strategy 独享所有权的进入战略 | |
| Sony 索尼 | |
| source credibility 信息来源的可信度 | |
| source 广告信息来源 | |
| sources of data 数据来源 | |
| sources of new-product ideas 新产品创意来源 | |
| speciality goods 特殊品 | |
| speciality retailers 专营零售商 | |
| speciality stores 专营商店 | |
| specialization 专门化 | |
| spokesperson 代言人 | |
| Sprint 斯普林特 | |
| Standard Industrial Classification (SIC) 标准工业分类代码 | |
| standardization strategy 标准化战略 | |
| standby positioning 备用定位 | |
| staple goods 日常用品 | |
| Starbucks 星巴克 | |
| stars 明星类 | |
| statement of job qualifications 工作要求说明 | |
| stock levels 库存水平 | |
| stockless purchase arrangement 无存货采购计划 | |
| store brands 零售商品牌 | |
| straight commission compensation plan 纯佣金制薪酬方案 | |
| straight rebuy 直接再购 | |
| straight salary compensation plan 纯薪金制薪酬方案 | |
| strategic alliances 战略联盟 | |
| strategic business unit (SBU) 战略经营/业务单位 | |
| strategic control 战略控制 | |
| strategic fit 战略协调性 | |
| strategic group 战略组 | |
| strategic inertia 战略惯性 | |
| strategic intent/objective 战略目标 | |
| strategic marketing program 战略营销计划 | |
| strategic pricing objectives 战略定价目标 | |
| strategic withdrawal 战略撤退 | |
| strategy constraints 战略影响因素 | |
| strategy formulation and implementation 战略制定和实施 | |
| strategy implementation 战略实施 | |
| strategy reassessment 战略重估 | |
| subculture 亚文化 | |
| subfactor 次级因素 | |
| substitute goods 替代品 | |
| substitution threat 替代产品的威胁 | |
| success rates 成功率 | |
| Sumitomo 住友商事 | |
| Sun Microsystems 太阳微系统 | |
| supermarkets 超级市场 | |
| supplementary media 辅助性广告媒体 | |
| suppliers' bargaining power 供应商的讨价还价能力 | |
| surrogate products 替代产品 | |
| survey 调查 | |
| survival pricing 生存定价法 | |
| sustainable competitive advantage 可持续的竞争优势 | |
| sweepstakes 彩票抽奖 | |
| switching cost 转换成本 | |
| symbols 符号 | |
| synergy 协同作用 | |
| tabulation 制表 | |
| Taco Bell 塔可钟 | |
| tangibility 有形性 | |
| Tantem Computers | |
| target audience 目标受众 | |
| target level of product quality 产品质量标准 | |
| target or hurdle level 目标或难度水平 | |
| target return price 目标回报价格 | |
| targeting strategy 目标市场选择战略 | |
| targeting 目标市场选择 | |
| taste 口味/喜好 | |
| team selling 团队销售 | |
| technical selling 技术销售 | |
| telecommunications industry 电讯产业 | |
| telemarketing 电话销售 | |
| television audience measurement 电视观众测量 | |
| television home shopping 电视家庭购物 | |
| territorial restrictions 地区 | |
| territories 区域 | |
| territory design and deployment 区域设计及部署 | |
| territory inventory 地区存货 | |
| test marketing 市场测试 | |
| testing new product 测试新产品 | |
| the American Association for Public Opinion Research 美国公共意见研究协会 | |
| the Council of American Survey Research Organization 美国调查研究组织委员会 | |
| the Fishbein Model 菲什宾模型 | |
| the Marketing Research Association 营销研究协会 | |
| theatre tests 现场测试 | |
| threat of new entrants 新进入者的威胁 | |
| three order-hierarchy models 三阶段层级结构模型 | |
| Tide 汰渍 | |
| time frame 时间框架/要求 | |
| time pricing 时间定价 | |
| time utility 时间效用 | |
| Timex 天美时 | |
| title 所有权 | |
| total cost 总成本 | |
| total quality managemnt (TQM) 全面质量管理 | |
| tough customer 苛刻的顾客 | |
| Toyota Motor Corporation 丰田 | |
| Toys 'R' Us 美国著名玩具零售商 | |
| tracking and monitoring 跟踪与监控 | |
| trade mark 商标 | |
| trade promotion 贸易促销 | |
| trade selling 贸易销售 | |
| trade/functional discounts 贸易/职能折扣 | |
| trade-in allowance 以旧换新折让 | |
| trading companies 贸易公司 | |
| traditional stores 传统商店 | |
| training 培训 | |
| transactiional efficiency 交易效率 | |
| transaction cost analysis (TCA) 交易成本分析 | |
| transportation 运输 | |
| trends 趋势 | |
| turnkey construction contract 监督建筑契约 | |
| turnover 人员流动 | |
| two-sided presentations 双向信息陈述 | |
| tying contracts 附带条件的合同 | |
| types of adverstising 广告种类 | |
| types of brand 品牌种类 | |
| types of costs 成本种类 | |
| ultimate customers/end users 最终顾客/用户 | |
| underlying dimension 基本组成要素 | |
| uniform delivered pricing 统一运费定价法 | |
| Unilever 联合利华 | |
| Union Pacific Railroad 联合太平洋铁路 | |
| unit cost 单位成本 | |
| unit sales 单位产品销售额 | |
| unitary price elasticity 单位需求价格弹性 | |
| Universal Product Code (UPC) 统一商品编码 | |
| universe （样本）总体 | |
| unrelated/conglomerate diversification 复合多元化 | |
| unsought goods 非渴求产品 | |
| usage 用途 | |
| use tests 使用测试 | |
| users 使用者 | |
| utility/price relationship 效用/价格关系 | |
| VALS2 价值与生活方式体系2 | |
| value 价值 | |
| value-based planning 价值基础计划 | |
| variability 变化性 | |
| variable costs 可变成本 | |
| variable incentive 可变激励措施 | |
| VCR (video cassette recorder) 录像机 | |
| vending sales 自动售货业 | |
| vending-machine operators 自动售货机经营商 | |
| vendor analysis 供应商分析 | |
| vertical integration 垂直/纵向一体化 | |
| vertical marketing systems (VMS) 垂直营销系统 | |
| vision 愿景 | |
| want 欲求 | |
| warranty 质量保证 | |
| wholesale clubs 批发俱乐部 | |
| wholesaler-sponsored voluntary chains 批发商发起的自愿连锁 | |
| wholesaling trends 批发趋势 | |
| win-back program 赢回（顾客）方案 | |
| working capital investment 周转资金投入 | |
| workload approach 计算工作量方法 | |
| zero defect 零缺陷 | |
| zone pricing 分区定价法 | |
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