市场营销专业英语5

市场营销专业英语5

Part 1 terms

1. value network:价值网络

Value network is a system of partnerships and alliances that a firm creates to source, augment, and deliver its offering.

2 marketing channels:营销渠道（distribution channel: 分销渠道）marketing channels (also called trade or distribution channels), sets of interdependent（相互联系）

organizations involved in the process of making a product or service available for use or consumption.

它是产品或者服务在投入使用或者消费的过程中涉及到的一系列相互联系得组织。

3. channel level: 渠道层次 direct selling:直接销售

A zero-level channel(also called a direct-marketing channel) consists of a manufacture selling directly to the final customer through Internet selling, door-to-door sales, home parties, mail

order, telemarketing, TV selling, and other methods.

零级渠道也成为直接营销渠道是指生产商通过互联网销售、上门推销、家庭聚会、邮寄、电话销售、电视直销和其他方式直接将产品销售给消费者

A one-level channel contains one selling intermediaries, such as a retailer.

一级渠道包括一个销售中介。如零售商。

A two-level channel contains two intermediaries; 二级渠道包含两个中介机构，a three-level channel contains three intermediaries.三级渠道包括三个中介机构。

4.push versus pull strategy:推拉策略

In a push strategy, the manufacture uses its sales force and trade promotion to induce intermediaries to carry, and sell the product. 在推式战略中，生产商利用销售人员和贸易推广，诱使中间商承接、推广和销售产品。

In a pull strategy, the manufacture uses advertising and promotion to induce consumers to ask intermediaries for the product.在拉式战

略中，生产商利用广告和促销，诱使顾客向中间商去买产品。

5. intensity of distribution: 分销密度

exclusive distribution: 独家分销：Exclusive distribution means severely limiting the number of intermediaries。独家分销是指严格地限制中间商的数量

selective distribution:选择性分销：Selective distribution involves the use of more than a few but less than all of the intermediaries who are willing to carry a particular product.

选择型分销是指在同一目标市场上，选择某些中间商而不是所有合作意图的中间商销售企业产品。

intensive distribution: 密集性分销：Intensive distribution consists of the manufacturer placing the goods or services in as many outlets as possible.

密集型分销指生产商同时选择尽可能多的中间商销售自己的产品或服务。

6. VMS：vertical marketing system

垂直营销系统Channel captain:渠道领导人

A VMS comprises the producer, wholesaler(s), and retailers acting as a unified system.

由生产者、批发商和零售商组成的统一系统。

A conventional marketing channel comprises an independent producer, wholesaler, and retailer.由一个独立的生产者、批发商和零售商组成。

Horizontal marketing system: 水平营销系统

Two or more unrelated companies pool resources or programs to exploit a particular opportunity.两个或两个以上的不相关的公司将资源和项目整合起来以开拓可能的市场机会。

Multichannel marketing system: 多渠道营销系统

Multichannel marketing system occurs when a single firms uses two or more marketing channels to reach one or more

customer segments.

多渠道营销是指一个公司利用两个或多个营销渠道到达较多的顾客细分市场。

7.channel conflict: 渠道冲突8. channel control:渠道控制

9.exclusive dealing:独占性交易（专营）

The seller allows only certain outlets to carry its products and requires that these dealers not handle competitors’ products.

专营是指卖方只允许特定的分销商销售自己的产品，并且要求这些分销商不得销售竞争者的产品。

tying agreements(contract): 搭销合同，连锁契约

The producer of a strong brand sometimes sells it to dealers only if they will take some or all of the rest of the line.

分销商只有在承诺同时销售该产品生产线上其他产品或者所有产品的情况下才能经营该产品。

11.wholesaling: 批发的；批发

Wholesaling includes all of the activities involved in selling goods or services to those who buy for resale or business use.

批发包括将商品或服务销售给那些把其用于再销售或商业用途的对象的过程中涉及到的一切活动。

Wholesaler：批发商= distributors:分销商

12 Retailing: 零售商 retailer

: 零售商

Retailing includes all of the activities involved in selling goods and services directly to final consumers for personnel, nonbusiness use.

将商品或服务直接销售给最终消费者以供其个人的非商业性使用的过程中所涉及的一切活动。

Producer:生产商 middleman: 中间商Intermediaries:中间商

13. logistics:物流

SCM：supply chain management:供应链管理

Integrated logistics system: 综合物流系统

Integrated logistics system involves materials management, material flow systems, and physical distribution based on information technology.

建立在信息技术基础上的原材料管理、物料流动系统和实体分配。

14. convenience store: 便利店 15. supermarket: 超级市场

16.shopping center:购物中心17. distribution center：配送中心

18.strategic channel alliance

:渠道战略联盟

翻译：1．Holistic marketers are increasingly taking a value network view of their businesses, examining the whole supply chain that links raw materials, components, and manufactured goods and shows how they move toward the final consumers. Not only are marketers looking at their suppliers’suppliers and at their distributiors’ customers, they are also looking at

how to organize company resources to best meet the needs of targeted segments.

整体营销人员越来越多地用价值网络观点来审视自己的企业，时刻关注连接原材料、不见和制成品的整个供应链，这条供应链能够告诉人们上述原材料、零部件和制成品是如何向最终消费者移动的。营销人员不仅关注其供应商的供应商以及经销商的顾客，而且关注如何组织公司的资源才能最好地满足目标细分市场的需求。

3．A demand chain management approach doesn’t just push things through the system. It emphasizes what solutions consumers are looking for, not what products we are trying to sell them.

需求链管理方法并不仅仅是将东西推过该系统。它强调顾客在寻找的解决方案是什么，而不是我们试图向他们推销什么产品。

4.Intermediaries smooth the flow of goos and services…This procedure is necessary in order to bridge the discrepancy between the assortment of goods and services generated by the producer and the assortment demanded

by the consumer. The discrepancy results from the fact that manufacturers typically produce a large quantity of a limited variety of goods, whereas consumers usually desire only a limited quantity of a wide variety of goods.”

中间商使得产品和服务的流动更加顺畅……为了缩短生产商提供的产品和服务种类与消费者需要的产品种类之间的差距，这个环节是必不可少的，这种供需差距的产生是由于生产者只生产种类有限的商品，而顾客所需要的是数量有限而种类众多的商品。”

5. schools develop “educational-dissemination systems” and hospitals develop “health-delivery systems”. These institutions must determine agencies and lacations for reaching a population that is spread out over an area. As Internet technology advances, service industries such as retailing, banking, travel, and securities trading are harnessing this channel

for customer interaction.

例如，学校释“教育传播系统”，医院则是“健康传送系统”。这些组织在向居住于某一特定地区的目标顾客提供服务时，同样需要考虑代理机构和地点问题。随着网络技术的发展，，服务业（如零售业、银行业和证券交易业）也利用这一渠道与顾客互动。

6．After a firm has chosen a channel alternative, individual intermediaries must be selected, trained, motivated, and evaluated. Marketers must also be ready to modify channel arrangements over time.

公司在确定了渠道方案之后，必须选择、培训、激励和评价单个的中间商。此外，营销人员还必须随时做好调整营销渠道的准备。

7. market logistics means planning the infrastructure to meet demand, then implementing and controlling the physical flows of materials and final goods from points of origin to points of use to meet customer needs at a profit.

市场物流是指首先规划所需的基础设施，然后实

施并控制原材料和最终产品从起点到使用点的实体流动，满足顾客的需求并从中获利。