市场营销第十三版11-15章专业术语翻译
第十一章
Maket-skimming pricing市场撇脂定价Market-penetration pricing市场渗透定价法Product Line Pricing产品线定价Optional-Product Pricing备选产品定价Captive-Product Pricing附属产品定价法By-Product Pricing副产品定价法Product Bundle Pricing一揽子定价法Discount 折扣
Allowance津贴Segmented pricing市场细分定价法Psychological pricing心理定价Reference prices参考价格Promotional pricing促销定价法
Geographical pricing地理定价FOB-original pricing FOB原产地定价法
Uniform-delivered pricing统一交货定价法Zone pricing地区定价法
Basing-point pricing基点定价法Freight-absorption pricing 减免运费定价法Dynamic pricing 动态定价法
第十二章
Value delivery network marketing channel（distribution channel ） channel
level
Direct marketing channel indirect marketing channel channel conflict Conventional distribution channel vertical marketing system(VSM) corporate VSM contractual VSM franchise organization administered VSM
Horizontal marketing system multichannel distribution system disintermediation
Marketing channel design intensive distribution exclusive distribution selective distribution selective distribution marketing channel management
Marketing logistics(physical distribution） supply chain management distribution center intermodal transportation integrated logistics management
Third-party logistics provider
第十三章
Retailing 零售 retailer 零售商 specialty 专用商品店 department store 百货商店supermarket 超市 convenience 便利店 superstore 超级商店 category killer 品类杀
手 service retailer 零售商店 discount store 折扣商店 off-price retailer 低价商店independent off-price retailer 仓储商店 factory outlet 厂家直营店 warehouse club
仓储俱乐部chain store 连锁店franchise 特许经营shopping center 购物中心wheel-of-retailing concept 零售轮转理论wholesaling 批发wholesaler批发商merchant wholesaler 独立批发商 broker 经纪人 agent代理商 manufacturers＇ sales branches and offices 制造商及零售商的分店和销售办事处
第十四章
Promotion mix (or marketing communications mix )促销组合又称营销沟通组合Advertising广告Sales promotion销售促进Sales promotion销售促进Personal selling
人员销售public relations公共关系Direct marketing直复营销
Integrated marketing communications(IMC)整合营销沟通Buyer-readiness stages购买
者准备阶段Personal communication channels人际沟通渠道Word-of-mouth influence 口碑影响Buzz marketing 蜂鸣营销Nonpersonal communication channels非人际沟通渠道Affordable method量入为出法Percentage-of-sales method销售比例法Competitive-parity method竞争对等法
Objective-and-task method目标任务法Push strategy“推’式战略Pull strategy”拉“式战略
第十五章
Advertising 广告 advertising objective 广告目标advertising budget 广告预算advertising strategy 广告策略Madison & Vine 广告、娱乐结合 creative concept 创新概念 execution style 执行方式 advertising media 广告媒体return on advertising investment 广告投资回报advertising agency 广告代理 public relations公共关系
第十章
价格 price：the amount of money charged for a product of service,or the sum of the values that suing the product or service.(价格是顾客为获得、拥有或使用某种产品或服务的利益而支付的
价值。)
基于价值的定价方法value-based pricin g:setting price based or buyers ’perceptions of value rather than on the seller’s cost (以买者的感知价值，而不是卖者的成本作为定价的基础)
高价值定价 good-value pricing :offering just the right combination of quality and good service at a fair price(以合适的价格提供优质产品和良好的服务)
价值增值定价 value-added pricing:attaching value-added features and services to differentiate a company’s offers and charging higher prices(公司增添了增加价值的属性和服务，以使其产品或服务差异化，支持高于平均水平的价格。)
基于成本的定价方法 cost-based pricing:setting price based on the costs for producing,distributing ,and selling the product plus a fair of return for effort and risk(指在生存、分销和销售产品的成本上，加上目标回报率来制定价格)
固定成本 fixed cost :costs that do not vary with production or sales level(是不随产量或销售量的变化而变化的成本)
变动成本 variable cost:costs that vary driectly with the level of production(指随着生产水平而直接变化的成本)
总成本 total cos t:the sum of the fixed and with the level of production(是一定生产水平下，固定成本与变动成本的总和。)
经验曲线(学习曲线) experience curve(learning curve):the drop in the average per-unit production cost that comes with accumulated production experience (随着生产经验积累，平均成本不断下降)
成本加成定价法 cost-plus pricing:adding a standard markup to the cost of the product(在产品成本上加一个标准的加成)
盈亏平衡定价法(目标利润定价法) break-even pricing(target profit pricing):setting price to break even on the costs of making and marketing a product,or setting price to make a target profit
(是根据企业预期的总销售量与总成本，或者实现期望利润目标的价格)
目标成本法 target costing :pricing that starts with an ider selling price,then targets costs that will ensure that the price is met(它先确定一个以顾客感知价值为基础的理想售价，然后以与价格相匹配为目标确定成本。)
需求曲线 demand curve:a curve that shows the number of units the market will buy in a given time period,at different prices that might be charged(是指其他条件相同时，在每一价格水平上买主愿意购买的商品量的表或曲线。
)
价格弹性 price elasticity:a measure of the sensitivity of damand to changes in price(需求对价格波动的反映)
第十一章
Maket-skimming pricing市场撇脂定价
Setting a high price for a new product to skim maximum revenues layer by layer from the segments willing to pay the high price;the company makes fewer but more profitable sales.
推出新产品时制定很高的初始价格，在市场上一层一层的掠夺收益
Market-penetration pricing市场渗透定价法
Setting a low price for a new product in order to attract a large number of buy ers and a large market share.
企业把其新产品的价格定得相对较低，以吸引大量顾客，提高市场占有率
Product Line Pricing产品线定价
Setting the price steps between various products in a product line based on differences between the product costs, customer evaluations of different features, and competitors’ prices.
根据产品成本之间的差异,客户评价不同的特性,和竞争对手的价格确定同一产品线中各种不同产品之间的价格差异
Optional-Product Pricing备选产品定价
The pricing of optional or accessory products along with a main product.
可选或附属产品的定价基于主要产品。
Captive-Product Pricing附属产品定价法
Setting a high price for products that must be used along with a main product charged at low price.
给主产品制定较低价格，给附属品制定较高价格
By-Product Pricing副产品定价法
Setting a price for by-products in order to make the main products’ price more competitive.
设定一个价格副产品以使主要产品的价格更有竞争力为目的。
Product Bundle Pricing一揽子定价法
Combining several products and offering the bundle at a reduced price.
将几种产品组合在一起，以低于各单价之和的价格出售
Discount 折扣
a straight reduction in price on purchases during a stated period of time.
在规定时间内购买价格的直接降低
Allowance津贴
promotional money paid by manufacturers to retailers in return for an agreement to feature the manufacturer’s products in some way.
为回报经销商对广告和促销的参与而提供的报酬或价格减让
Segmented pricing市场细分定价法
Selling a product or service at two or more prices, where the differences in prices is not based on differences in costs.
以两个或两个以上的价格出售产品，价格不同的原因不是基于成本的差异。
根据不同的顾客、销售地点调整基础价格
Psychological pricing心理定价
A pricing approach that considers the psychology of prices and not simply the economics.
一种不只简单的考虑经济意义，也考虑心理作用的定价方法。
Reference prices参考价格
Prices that buyers carry in their minds and refer to when they look at a given product. 购买者在考察某种特定产品时心里会想到的价格
Promotional pricing促销定价法
Temporarily pricing products below the list price, and sometimes even below cost to increase short-run sales.
暂时制定低于正常价格，甚至低于成本的价格，以增加短期销售
Geographical pricing地理定价
Setting prices for customers located in different parts of the country or wor ld .
为销往国内或世界不同地区的产品定价。
FOB-original pricing FOB原产地定价法
A geographical pricing strategy in which goods are placed free on board a carri er; the customer pays the freight from the factory to the destination .
产品免费装上运输工具，从那一刻起，货物和责任就都转交给购买者，由顾客支付从工厂到目的地的运费
Uniform-delivered pricing统一交货定价法
A geographical pricing strategy in which the company charges the same price pl us freight to all customers, regardless of their location
公司向所有的顾客，不论地点远近，都收取统一的价格和运费
Zone pricing地区定价法
A geographical pricing strategy in which the company sets up two or more zones . All customers within a zone pay the same total price; the more distant the zo ne, the higher the price
公司将市场划分为两个或更多区域，对同一地区的所有顾客收取统一的运费，地区越远，价格越高。
Basing-point pricing基点定价法
A geographical pricing strategy in which the seller designates some city as a basing point and charges all customers the freight cost from that city to the o ther customer .
买方确定一些特定的城市作为基点，向所有顾客收取从该基点城市到顾客所在地的运输成本Freight-absorption pricing 减免运费定价法
A geographical pricing strategy in which the seller absorb all or part of the f reight charges in order to get the desired business .
由买者承担部分或所有的实际运费，以争取所期望的生意
Dynamic pricing 动态定价法
Adjusted prices continually to meet the characteristics and needs of indiv idual customers and situations .
持续调整价格，以适应个体消费者的需要和购买情境的特点
第十二章
Value delivery network 价值递送网络
The network made of the company、suppliers 、and ultimately consumers who “partner”with eath other to improve the performance of the entire system in delivering customer value.由供应商、分销商、和最终顾客组成，这些成员彼此成为“伙伴”，通力合作使整个系统的绩效得到改进。
Marketing channel（distribution channel ）营销渠道（分销渠道）
A set of interdependent organizations that help make for use or consumption by the consumer or business user.一系列独立的组织组成的协助，使得产品或服务可供供消费者消费或其用户使用。
channel level 渠道层级
A layer of intermediaries that performs some work in bringing the product and its ownership closer to the final buyer.完成某些工作从而使得产品及其所有权更贴近消费者的每一层营销中介
Direct marketing channel直接营销渠道
A marketing channel that has no intermediary levels.没有中间商的营销渠道
indirect marketing channel间接营销
Channel containing one or more intermediary levels.包含一家或多家营销中介的营销渠道
channel conflict 渠道冲突
Disagreement among marketing channel members on goals and roles--who should do what and for what rewords.渠道成员之间经常会在目标和扮演的角色上及谁在做什么、应该得到什么样的回报上发生争执
Conventional distribution channel传统分销渠道
A channel consisting of one or more independent producers、wholesalers、and retailers、each a separate business seeking to maximize its own profits 、even at the expense of profits for the system as a whole. 是由一个或多个独立的制造商、批发商和零售商构成、每个成员都经营独立的业务寻求自身利益最大化，为此甚至不惜牺牲整个渠道的利益。
vertical marketing system(VMS) 垂直营销系统
A distribution channel structure in which producers、wholesale、and retailers act as a unified system.One channel member owns the others. Has contracts with them or has so much power that they all. 制造商、批发商和零售商作为统一的系统采取行动的一种分销渠道结构，其中一个控股其他成员，或者拥有一定的权力致使其他成员都必须配合。corporate VMS 公司型垂直营销系统
A vertical marketing system that combines successive stages of production and distribution under ingle ownership --channel leadership is established through common ownership.在单一所有权下整合了从生产到分销的一系列步骤，通过常规的组织渠道来完成协作和冲突管理
contractual VMS 契约型垂直营销系统
A vertical marketing system in which independent firns at different levels of through contracts to obtain more economies or sales impact than they could achieve alone.有处在不同生产和分销层次的独立企业组成，它们通过订立合同联系在一起，从而获得比独自经营更大的经济性或销量。
franchise organization 特许权组织
A contractual vertical marketing system in which a channel member 、called a franchisor 、links several stages in the production--distribution process.被称为特许经营授权商的渠道成员把生产到分销的各个环节联系起来。
administered VMS管理型垂直营销系统
A vertical marketing system that coordinates successive stages of production and
distribution、not through common ownership or contractual ties ,but through the size and power of one of the parties. 由一个或几个占统治的韦德渠道成员凭借其规模和实力建立的领导关系的一种垂直营销系统
Horizontal marketing system 水平营销系统
A channel arrangement in which two or more companies at one level join together to follow a new marketing opportunity.在这一系统中，处于同一层次的两家或多家公司为抓住新的营销机会联合起来。
multichannel distribution system 混合营销渠道
A distribution system in which a single firm sets up two or more marketing channel to reach one or customer segments.两个或两个以上的分销渠道为某个或多个消费者细分市场服务
Disintermediation去中介化
The cutting out of marketing channel intermediaries by product or service producers or the displacement of traduction resellers by radical new types of intermediaries. 制造或服务企业摒弃中间商，直接对最终消费者，或者用全新的渠道中介替代传统的渠道中介。
Marketing channel design 营销渠道设计
Designing effective marketing channels by analyzing consumer needs、setting channel objectives、identifying major channel alternatives、and evaluating them.通过分析消费者需要、制定渠道目标、确定主要的渠道备选方案并对这些方案进行评估来设计有效率营销渠道。
intensive distribution 密集型分销
Stocking the product in as many outlets as possible.
采购产品在尽可能多的售点
exclusive distribution独家分销
Giving limited number of dealers the exclusive right to distribute the company＇s products in their product in their territories .制造商限制经销其产品的中间商的数量只把专卖权给各个地区的少量经销商并限制他们在特定的区域内销售
Selective distribution选择性分销
The use of more than one ,but fewer than all ,of the intermediaries who are willing to carry the company＇s product.使用的中间商不止一个，但又不包括所有愿意经销公司产品的中间商。
Marketing logistics (physical distribution)营销物流或实体分销
Planning ,implementing and controlling the physical flow of materials ,final goods,and related information from points of origin to points of consumption to meet customer requirements at a point.计划，执行和控制原材料，最终产品及相关信息从起
运地到消费地的实体流动，以满足消费者的需求，并赚取利润。
Supply chain management供应链管理
Managing upstream and downstream value-added flows of materials ,final goods ,and related information among suppliers ,the company,resellers,and final consumers.围绕核心企业，通过对信息流，物流,资金流的控制，从采购原材料开始，制成中间产品及最终产品，最后由销售网络把产品送到消费者手中
Distribution center配送中心
A large ,highly automated warehouse designed to receive goods from various plants and suppliers,take orders ,fill them efficiently ,and deliver goods to customers as quickly as possible.大型的自动化仓库，接收各个工厂和供应商发来的货物，接受订单，有效履行订单，尽快将货物发送给客户。
Intermodal transportation联合运输
Combining two or more modes of transportation .
将两种或更多的运输方式结合起来的使用
Integrated logistics management整合物流管理
The logistics concept that emphasizes teamwork,both inside the company and among all the marketing channel organizations,to maximize the performance of the entire distribution system.
要提供跟好的客户服务并降低分销成本需要企业内部及所有营销渠道成员组织之间的团队合作
Third-party logistics第三方物流提供商
An independent logistics provider that performs any or all of the functions required to get its client＇s product to market.一种整合物流公司为客户提供所有的物流服务，是客户的产品顺利走进市场。
第十三章
Retailing零售
All activities involved in selling goods or service directly to final consumers for their personal ,nonbusiness use.
零售商是指所有向最终消费者直接销售产品和服务，用于个人及非商业性用途的活动。
Retailer零售商
A business whose sales come primarily from retailing.
零售商指那些销售量主要来自零售的商业企业。
specialty 专用品商店
A retail store that carries a narrow product line with a deep assortment within that line .
专卖店指经营产品线较窄，花色种类较齐全的零售商店。
department store百货商店
A retail organization that carries a wide variety of product lines ---each line is operated as a separate department managed by specialist buyers or merchandisers. 有很多条产品线，每条产品线都作为一个独立的部门，由专门的采购员和营业员管理的一个零售组织。
supermarket 超市
A large ,low-cost ,low-margin ,high-volume,self-service store that carries a wide variety of grocery and household product .
规模巨大，成本低廉，薄利多销，自我服务的经营机构，主要经营各种日用品和家庭用品等。convenience 便利店
A small store ,located near a residential area,that is open long hours seven days a week and carries a limited line of high-turnover convenience good.
便利店是设在居民区附近的小型商店，营业时间长，一周内每天开业，销售品种有限，周转率高的方便产品。
superstore 超级商店
A store much larger than a regular supermarket that offers a large assortment of routinely purchased food products,nonfood items ,and services.
比传统的超市更大，提供花样品种繁多的日常采购的食品，非食品商店以及服务。category killer 品类杀手
A giant specialty store that carries that carries a very deep assortment of a particular line and is staffed by knowledgeable employees
通过具备专业知识的员工来销售某类特定的产品线内花色品类繁多的商品。
service retailer 零售商店
A retail operation that sells standard merchandise at lower prices by accepting lower margins and selling at higher volume .
经营的产品线实际上是一种服务的零售商，包括旅馆，航空公司，银行，大学等等。discount store 折扣商店
A retailer operation that sells standard merchandise at lower prices by accepting lower margins and selling at higher volume .
折扣店指通过薄利多销的方式，以更低的价格出售标准化商品的零售店。
off-price retailer 廉价零售商
A retailer that buys at less-than-regular wholesale prices and sells at less than retail.examples are factory outlets,independents,and warehouse clubs
以低于常规批发价格采购产品，从而收取比其他零售商更低的价格。类型有工厂直销店、独立廉价零售商和仓储会员店。
independent off-price retailer 独立廉价零售商
An off-price retailer that is either independently owned and run or is a division of a larger retail corporation .
可能是由企业独立拥有或经营的，也可能是更大规模的零售企业的下属部门。
factory outlet 工厂直销店
An off-price retailing operation that is owned and operated by a manufacturer and that normally carries the manufacturer＇s surplus ,discontinued,or irregular good. 一个低价零售操作,拥有并运营一个制造商,通常带有制造商的盈余,中断,或不规则的好。
warehouse club 仓储俱乐部
An off-price retailer that sells a limited selection of brand name grocery items ,appliances ,clothing,and a hodgepodge of other goods at deep discounts to members who pay annual membership fees.
低价零售商销售有限选择的品牌杂货用品,电器、衣服、和其他商品的大杂烩折扣成员缴纳年度会费。
chain store 连锁店
Two or more outlets that are commonly owned and controlled .
共同所有的两家或多家零售店。
franchise 特许经营
A contractual association between a manufacturer ,wholesaler ,or service organization(a franchisor) who buy the right to own and operate who buy or more units in the franchise system.
合同联系制造商、批发商或服务组织(特许人)购买拥有和运营的权利购买或多个单位在特许经营体系。
shopping center 购物中心
A group of retail businesses planted ,developed ,owned ,and managed as a unit. 作为一个整体来计划、发展、所有和管理的零售企业群。
wheel-of-retailing concept “零售轮”概念
A concept that new types of retailers usually begin as low-margin ,low-price ,low-status operations but later evolve into higher-priced,higher-service operations ,eventually becoming like the conventional retailers they replaced.
很多新的零售业态类型起初都以低利润率、低价格和低端定位进行经营，然而后期陷入更高的价格、更高的服务经营，最终，新的零售商变得像那些被他们替代的传统零售商一样。wholesaling批发
All activities involved in selling goods and services to those buying for resale or business use.
涉及将产品和服务出售给以转售或商业用途为目的的购买者的全部活动。
wholesaler批发商
A firm engaged primarily in wholesaling activities .
主要从事批发活动的企业。
merchant wholesaler 独立批发商
An independently owned business that takes title to the merchandise it handles. 拥有产品的所有权和使用权的独立企业。
broker 经纪人
A wholesaler who does not take title to goods and whose function is to bring buyers and selles
Together and assist in negotiation.
不用有产品的所有权，主要作用为将买方与卖方撮合在一起，协助双方洽谈。
agent代理商
A wholesale who represents buyers or sellers on a relatively permanent basis ,performs only a few
Functions,and dose not take title to goods.
相对永久性的基础上代表买家或卖家，只履行几项职能，没有产品所有权。
manufacturers＇ sales branches and offices 制造商及零售商的分店和销售办事处Wholesaling by sellers or buyers themselves rather than through independent wholesalers.
批发由买方或卖方自己而不是通过独立批发商。
第十四章
1.Promotion mix (or marketing communications mix )促销组合又称营销沟通组合
The specific blend of promotion tools that the company uses to persuasively communicate customer relationships
由广告、公共关系、人员销售、销售促进和直复营销等工具的特定组合构成，用于有说服力地沟通顾客价值和建立顾客关系。
2.Advertising广告
Any paid form of nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor.
由特定广告主出资发布的、非人格化的对观念、商品或服务的各种形式的展示和促销。
3.Sales promotion销售促进
Short-term incentives to encourage the purchase or sale of product or service 为鼓励产品和服务的购买或销售而进行的短期激励
4.Personal selling人员销售
Personal presentation by the form’s sales force for the purpose of making sales and building customer relationships.
公司的销售人员为实现达成销售和建立客户关系的目的而进行的商品介绍和展示。
5.public relations公共关系
Building good relations with the company’s various publics by obtaining favorable publicity ,building up a good corporate image,and handing or heading off unfavorable rumors,stories,and events.
通过获得有利的宣传，建立良好的企业形象处理或应对不利的流言、事故和事件，从而与公司的各种公众建立良好的关系。
6.Direct marketing直复营销
Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relations
与仔细确定的个体消费者直接联系以获得即刻反馈和培养持久客户关系。运用邮件、电话、直接反应电视、电子邮件、互联网以及其他工具与特定消费者直接沟通。
7.Integrated marketing communications(IMC)整合营销沟通
Carefully integrating and coordinating the company’s many communications channels to deliver a clear,consistent,and compelling message about the organization and its
products.
公司仔细地整合各种沟通渠道，传播关于组织及其品牌的清晰、一致和有说服力的信息
8.Buyer-readiness stages购买者准备阶段
The stages consumers normally pass through on their way to purchase,including awareness ,knowledge,liking,preference, conviction,and purchase.
这些阶段是消费者在购买决策过程中通常要经历的，包括知晓，了解、喜爱、偏好、信服和购买。
9.Personal communication channels人际沟通渠道
Channels through which two or more people communicate directly with each other ,including face to face,on the phone,through mail or e-mail,or even through an Internet”chat”.
在人际沟通渠道中，两个或更多的人彼此直接沟通。他们的具体沟通方式包括面对面谈话、打电话、通信、电子邮件，甚至是网上聊天。
10.Word-of-mouth influence口碑影响
Personal communication about product between target buyers and neighbors,friends,family members,and associates.
目标购买者与邻居、朋友、家庭成员以及同事交谈时进行的沟通。
11.Buzz marketing 蜂鸣营销
Cultivating opinion leaders and getting them to spread information about a product or service to others in their communities.
培养意见领袖，并激励他们将关于产品和服务的信息传播给所在社区的其他人。
12.Nonpersonal communication channels非人际沟通渠道
Media that carry messages without personal contact or feedbck ,including marjor media,atmospheres,and events.
是没有人际接触或反馈的信息传播途径，包括主要媒体、气氛和事件。
13.Affordable method量入为出法
Setting the promotion budget at the level management thinks the company can afford. 以公司能够负担的水平为标准制定促销预算
14.Percentage-of-sales method销售比例法
Setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price.
以当前或预算销售额的特定比例来制定促销预算。
https://www.360docs.net/doc/d53415573.html,petitive-parity method竞争对等法
Setting the promotion budget to match competitors’ outlays
按照与竞争对手相当的标准制定促销预算。
16.Objective-and-task method目标任务法
Developing the promotion budget by (1)defining specific objectives ,(2)determining the tasks that must be performed to achieve these objectives,and(3)estimating the costs of performing these tasks.The sum of these costs is the proposed promotion budget.
公司根据自己的促销目标和打算完成的任务来制定促销预算。
17.Push strategy“推’式战略
A promotion strategy that calls for using the sales force and trade promotion to push the product through channels.The producer promotes the product to channel
members who in turn promote it to final consumers.
将产品通过分销渠道向最终消费者推广。制造商对渠道成员开展营销努力（主要是人员销售和交易促销)，旨在吸引它们购买产品并向最终消费者促销。
18.Pull strategy”拉“式战略
A promotion strategy that calls for spending a lot on advertising and consumer promotion to induce final consumers to buy the product ,creating a demand vacuum that “pulls”the product through the channel.
制造商将其营销努力（主要是广告和消费者促销）集中在最终消费者身上，引导他们购买产品。
第十五章
Advertising 广告
Any paid form of nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor.
任何支付形式的由主办人发起的而非个人的介绍和推荐的产品或者服务的思想。Advertising objective 广告目标
A specific communication task to be accomplished with a specific target audience during a specific period of time.
在特定时间内，用一个具体的沟通任务来针对一个特定的目标受众。
Advertising budget 广告预算
The dollars and others resources allocated（分配，把......拨给） to a product or company advertising program.
美元和其他资源的分配对产品或公司的广告计划。
Advertising strategy 广告策略
The strategy by which the company accomplishes its advertising objectives.It consist of two major elements:creating advertising message and selecting advertising media. 该战略的公司完成其广告目标。它包括两个主要元素：创建广告信息和选择广告媒体。Madison & Vine 广告、娱乐结合
A term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter （杂乱，混乱）and create new avenues （手段，途径）for reaching consumers with more engaging（迷人的，吸引人的） messages. 一个术语，来表示在努力突破混乱的广告与娱乐的融合和创造新的途径用更为迷人的消息到达消费者。
Creative concept 创新概念
The compelling “big idea”that will bring the advertising message strategy to life in a distinctive and memorable way.引人注目的“大创意”，将在一个独特的和令人难忘的方式给生活带来的广告信息的策略。
Execution style 执行风格
The approach,style,tone,words,and format used for executing an advertising message. 方法，风格，色调，文字，和用于执行一个广告消息格式。
Advertising media 广告媒体
The vehicles through which advertising messages are delivered to their intended
（有意的，预期的，意指的） audiences.
车辆通过广告信息传递给受众。
Return on advertising investment 广告投资回报
The net return on advertising investment divided by the cost of the advertising investment.
网络广告投资回报率除以广告投资成本。
Advertising agency 广告代理
A marketing services firm that assists companies in planning,preparing,implementing,and evaluating all or portions（一部分） of their advertising programs.
一个营销服务公司协助公司在策划、准备、实施和评价他们的广告程序的全部或一部分。Public relations公共关系
Building good relations with the company’s various publics by obtaining favorable publicity,building up a good corporate image,and handling or heading off unfavorable rumors,stories and events.
建立良好的关系，与公司的各种公众获得良好的宣传，树立了良好的企业形象，并处理或阻止不利的谣言、故事和事件。
市场营销_外文翻译_外文文献_英文文献_顾客满意策略与顾客满意
顾客满意策略与顾客满意营销 原文来源：《Marketing Customer Satisfaction 》自20世纪八十年代末以来, 顾客满意战略已日益成为各国企业占有更多的顾客份额, 获得竞争优势的整体经营手段。 一、顾客满意策略是现代企业获得顾客“货币选票”的法宝随着时代的变迁, 社会物质财富的极大充裕, 顾客中的主体———消费者的需求也先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代, 到了20世纪八十年代末进入了情感消费时代。在我国, 随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时代, 到今天也逐步迈进情感消费时代。在情感消费时代, 各企业的同类产品早已达到同时、同质、同能、同价, 消费者追求的已不再是质量、功能和价格, 而是舒适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有趣等,消费者日益关注的是产品能否为自己的生活带来活力、充实、舒适、美感和精神文化品位, 以及超越消费者期望值的售前、售中、售后服务和咨询。也就是说, 今天人们所追求的是具有“心的满足感和充实感”的商品, 是高附加值的商品和服务,追求价值观和意识多元化、个性化和无形的满足感的时代已经来临。 与消费者价值追求变化相适应的企业间的竞争, 也由产品竞争、价格竞争、技术竞争、广告竞争、品牌竞争发展到现今的形象竞争、信誉竞争、文化竞争和服务竞争, 即顾客满意竞争。这种竞争是企业在广角度、宽领域的时空范围内展开的高层次、体现综合实力的竞争。它包括组织创新力、技术创新力、管理创新力、产业预见力、产品研发力、员工向心力、服务顾客力、顾客亲和力、同行认同力、社会贡献力、公关传播沟通力、企业文化推动力、环境适应力等等。这些综合形象力和如何合成综合持久的竞争力, 这就是CSft略所要解决的问题。CS寸代,企业不再以“自己为中心”,而是以“顾客为中心”；“顾客为尊”、“顾客满意”不再是流于形式的口号, 而是以实实在在的行动为基础的企业经营的一门新哲学。企业不再以质量达标, 自己满意为经营理念, 而是以顾客满意, 赢得顾客高忠诚度为经营理念。企业经营策略的焦点不再以争取或保持市场占有率为主, 而是以争取顾客满意为经营理念。因此, 营销策略的重心不再放在竞争对手身上而是放在顾客身上, 放在顾客现实的、潜在的需求上。当企业提供的产品和服务达到了顾客事先的期望值, 顾客就基本满意；如果远远超越顾客的期望值, 且远远高于其他同行, 顾客才真正满意；如果企业能不断地或长久地令顾客满意, 顾客就会忠诚。忠诚的顾客不仅会经常性地重复购买, 还会购买企业其它相关的产品或服务；忠诚的顾客不仅会积极向别人推荐他所买的产品, 而且对企业竞争者的促销活动具有免疫能力一个不满意的顾客会将不满意告诉16-20个人, 而每一个被告知者会再传播给12-15个人。这样, 一个不满意者会影响到二、三百人。在互联网普及的今天, 其影响则更大。据美国汽车业的调查, 一个满意者会引发8笔潜在的生意, 其中至少有一笔会成交。而另一项调查表明, 企业每增加5%的忠诚顾客, 利润就会增长25%-95%。一个企业的80%的利润来自20%的忠诚顾客；而获取一个新顾客的成本是维持一个老顾客成本的6倍。所以,美国著名学者唐?佩 珀斯指出: 决定一个企业成功与否的关键不是市场份额, 而是在于顾客份额。 于是, 企业纷纷通过广泛细致的市场调研、与消费者直接接触、顾客信息反馈等方式来了解顾客在各方面的现实需求和潜在需求。依靠对企业满意忠诚的销售、服务人员, 定期、定量地对顾客满意度进行综合测定, 以便准确地把握企业经营中与“顾客满意” 目标的差距及其重点领域, 从而进一步改善企业的经营活动。依靠高亲和力的企业文化、高效率的人文管理和全员共同努力, 不断地向顾客提供高附加值的产品, 高水准的亲情般的服
市场营销习地的题目第十三章市场营销组织、计划清单的应用清单与控制
《市场营销学》习题 二00六年九月
第十三章市场营销组织、计划与控制 一、单项选择题 1.市场营销管理必须依托于一定的（）进行。 A.财务部门 B.人事部门 C.主管部门 D.营销部门 2.市场营销是企业管理和经营中的（）。 A.主导性职能 B.辅助性职能 C.被动性职能 D.社会分配职能 3.通常市场营销计划需要提交（）或有关人员审定。 A.营销机构 B.企业领导 C.上级主管 D.营销组织 4.战略控制的目的是确保企业目标.政策.战略和措施与（）相适应。 A.市场营销环境 B.市场营销计划 C.推销计划 D.生产计划 5. 市场营销计划的提要部分是整个市场营销计划的（）所在。 A.任务 B.精神 C.标题 D.目录 6.（）是最常见的现代企业的营销组织形式。 A.地区型组织 B.职能型组织 C.产品型组织 D.管理型组织
7.满足市场需要，创造满意的顾客是企业最为基本的（）。 A.组织形式 B.宗旨和责任 C.主要职能 D.营销观念 8.面向特定细分市场.顾客群的市场营销计划，称之为（）。 A.客户计划 B.区域市场计划 C.品牌计划 D.细分市场计划 9.推销和市场营销成为平行的职能，反映了哪种营销组织形式的特点（）。 A.单纯的推销部门 B.现代市场营销企业 C.现代市场营销部门 D.独立的市场营销部门 10.市场营销计划实施过程中起着决定性作用的是（）。 A.制定行动方案 B.调整组织结构 C.形成规章制度 D.协调各种关系 11.市场管理型组织的优势体现在（）。 A.可以按照地理区域管理 B.行政管理简单.方便 C.能协调营销组合战略 D.围绕特定顾客开展营销活动 12.企业管理的各环节要成为市场营销的支持性职能，体现了组织设置的（）原则。 A.整体协调 B.有效性 C.主导性 D.层级 13.对市场宏观环境的审计涉及对（）的审计。 A.目标市场的特征及趋势
市场营销第十三版1-5章专业术语翻译教学提纲
第一章 Marketing市场营销 Needs需要 Wants欲望 Demands需求 Market offering市场供应Marketing myopia营销短视 Exchange交换Market市场 Marketing management市场营销管理Production concept生产概念Product concept产品观念 Selling concept推销概念Marketing concept市场营销观念Societal marketing concept社会营销概念Customer relationship management顾客关系管理Customer-perceived value顾客认知价值Customer satisfaction顾客满意度 Consumer-generated marketing消费者产生的营销Partner relationship management伙伴关系管理Customer lifetime value顾客终生价值Share of customer顾客份额 Customer equity顾客资产 Internet互联网 第二单元 Strategic planning 战略规划 mission statement 使命陈述 business portfolio业务组合portfolio analysis 组合分析growth-share matrix 增长一份额矩阵product/market expansion grid产品/市场扩张矩阵market penetration 市场渗透 market development 市场开发product development 产品开发diversification 多元化downsizing 精简战略value chain 价值链 value delivery network 价值递送网络marketing strategy 市场营销战略 market segmentation市场细分 market segment 细分市场market targeting 市场营销战略positioning 定位differentiation 差异化marketing mix 市场营销组合 SWOT analysis SWOT分析 marketing implementation 市场营销执行 marketing control 营销控制 return on marketing investment 市场营销投资回报率 第3章 Marketing environment 市场营销环境 microenvironment微观环境 Macroenvironment 宏观环境 marketing intermediaries营销中介 Public公众 demography人口统计 Baby boomers婴儿潮 generation X一代 Millennials(generation Y) Y一代 economic environment经济环境 Engel’s laws恩格尔定律 natural environment自然环境 Environmental sustainability环境的可持续发展 technological environment技术环境Political environment 政治环境cultural environment人文环境 第四章 Customer insights 顾客洞察力（见解） marketing information system 市场营销信息系统 internal databases内部报告系统marketing intelligence营销情报系统marketing research 市场营销调研 Exploratory research探测性调研descriptive research描述性调研 Secondary data 二手资料commercial online databases在线商业数据库 Observational research 观察调研 ethnographic research 人种调研 Survey research调查研究 experimental research实验调研 Focus group interviewing 焦点小组访谈online focus groups在线焦点小组访谈Sample样本 customer relationship management客户关系管理 第五章
国际市场营销第13章 国际市场营销的促销策略 习题
第13 章国际市场营销的促销策略习题 一、选择题 1.促销组合的五项主要工具包括广告、销售促进、（）、人员销售和（）。A．直复营销间接销售 B．间接销售公共关系 C．直复营销公共关系 D．间接销售公共关系 2.在制定广告方案时，营销管理人员必须做出的重要决策有（）。 A. 设定广告目标 B. 确定广告预算 C. 制定广告策略 D. 评价广告效果 E．以上都是 3.第五媒体指的是（）。 A. 报纸、杂志 B. 互联网 C. 电视 D. 广播 4.（）是指某一组织为改善与社会公众的关系，促进公众对组织的认识、 理解及支持而发动的一系列促销活动。 A. 广告 B. 公共关系 C. 人员销售 D. 销售促进 5.良好的（），不仅可以及时地纠正企业的错误，求得消费者、公众和政 府的谅解，而且可以化危机为商机，借此建立与消费者之间的联系和信任。 A. 广告公关 B. 危机处理公关
C. 市场进入公关 D. 关系维持公关 6.（）是指介于标准化和定制化广告策略之间的一种策略，是全球化统一 促销概念下，针对单个目标市场进行适度调整的广告策略。 A. 本土化广告策略 B. 模式化广告策略 C. 全球化广告策略 D. 差异化广告策略 7.POP广告是（）的缩略词。 A. point of point B. point of promotion C. point of purchasing D. point of product 8.（）不属于户外广告的形式。 A. 霓虹灯广告 B. 交通车小广告 C. 气球广告 D. POP广告 9.（）被国际广告业认为是一切购物场所场内场外所做广告的总和。 A. 新媒体 B. 户外广告 C. POP广告 D. 邮寄广告 10.相对于传统意义上报刊、户外、广播、电视等媒体，新媒体被形象地成为“第 （）媒体”。 A. 3 B. 4 C. 5 D. 6
国际贸易、市场营销类课题外文翻译——市场定位策略(Positioning_in_Practice)
Positioning in Practice Strategic Role of Marketing For large firms that have two or more strategic business units (SBUs), there are generally three levels of strategy: corporate-level strategy, strategic-business-unit-level (or business-level) strategy, and marketing strategy. A corporate strategy provides direction on the company's mission, the kinds of businesses it should be in, and its growth policies. A business-level strategy addresses the way a strategic business unit will compete within its industry. Finally, a marketing strategy provides a plan for pursuing the company's objectives within a specific market segment. Note that the higher level of strategy provides both the objectives and guidelines for the lower level of strategy. At corporate level, management must coordinate the activities of multiple strategic business units. Thus the decisions about the organization's scope and appropriate resource deployments/allocation across its various divisions or businesses are the primary focus of corporate strategy.Attempts to develop and maintain distinctive competencies tend to focus on generating superior financial, capital, and human resources; designing effective organizational structures and processes; and seeking synergy among the firm's various businesses. At business-level strategy, managers focus on how the SBU will compete within its industry. A major issue addressed in business strategy is how to achieve and sustain a competitive advantage. Synergy for the unit is sought across product-markets and across functional department within the unit. The primary purpose of a marketing strategy is to effectively allocate and coordinate marketing resources and activities to accomplish the firm's objectives within a specific product-market. The decisions about the scope of a marketing strategy involve specifying the target market segment(s) to pursue and the breadth of the product line to offered. At this level of strategy, firms seek competitive advantage and synergy through a well-integrated program of marketing mix elements tailored to the needs and wants of customers in the target segment(s). Strategic Role of Positioning Based on the above discussion, it is clear that marketing strategy consists of two parts: target market strategy and marketing mix strategy. Target market strategy consists of three processes: market segmentation, targeting (or target market selection), and positioning. Marketing mix strategy refers to the process of creating a unique
市场营销英文题
Chapter 01 The Scope and Challenge of International Marketing True / False Questions 1. Global commerce thrives during peacetime. TRUE (p. 4)st century is "expect the unexpected." TRUE Difficulty: Easy Type: Knowledge 3. (p. 5) Today, every American business is international. TRUE Difficulty: Moderate Type: Comprehension 4. (p. 5) One event that will influence the shape of international business as the future unfolds is the rapid growth of the World Trade Organization, NAFTA, and the European Union. TRUE 5. (p. 5) One event that will influence the shape of international business as the future unfolds is the unprecedented acceptance of communism and socialism in Latin America. FALSE Difficulty: Moderate Type: Comprehension 6. (p. 5) A trend that will impact international business in the future is a mandate to properly manage the resources and global environment. TRUE Difficulty: Moderate Type: Comprehension 7. (p. 5) Today, most business activities are local or regional in scope. FALSE Difficulty: Moderate Type: Knowledge 8. (p. 6, Crossing Borders 1.1) What do French farmers, Chinese fishermen, and Russian hackers have in common--they can all receive subsidy payments from the U.S. government. FALSE
市场营销策略外文文献及翻译
市场营销策略外文文献及翻译 Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails
市场营销第13章 大众传播分析
第十三章大众传播分析 主讲：姚杰副教授 南京财经大学
一、广告 广告字面意义的演变： 1. “Advertising”的词源看，源于拉丁文“Advertere”其 含义为“吸引人注意”； 2. 中古英语时代（约公元1300～1475年）演变为 “Advertise”，其含义衍化为“使某人注意到某事”， 或“通知别人某件事，以引起他人的注意”； 3. 直到17世纪末，英国开始大规模的商业活动， Advertise一词被广为使用，这以后Advertise逐渐已不 单指一则广告，而指一系列的广告活动，静止的物的 概念的名词Advertise被转化为Adverting，而赋予了现 代意义。
?1890年以前，国外对广告公认的定义为“广告是有关商品或服务的新闻” （News about Product Service） ?1894年，美国杰出广告人约翰﹒肯尼迪给广告下的新定义为“广告是印刷的推销术”（Salesmanship in Print） ?1927年戈公振：“广告为商业发展之史乘，亦即文化进步之记录。人类生活，因科学发明日趋繁密美满，而广告即有促进人生与指导人生之功能。 ……故广告不仅为工商界推销产品之一种手段，实负有宣传文化与教育群众之使命也。”（《中国报学史》，三联书店出版，1955年3月第一版P220。）
?1932年，美国《广告时代》杂志（Advertising Age）公开征求广告定义，入选的是“由广告主支付费用，透过印刷、书写、口述或图画等，公开表现有关个人、商品、劳务或运动等讯息，用以达到影响并促成销售、使用、投票或赞同的目的。” ?美国市场营销协会定义委员会：“广告是由明确的发起者以公开支付费用的作法，以非人员的任何形式，对产品、劳务或某项行动的意见和想法等的介绍。”（拉尔夫.亚历山大和美国营销协会定义委员会：《市场营销定义》第一版P9。）
国际市场营销与策划10-13章
市场营销策划（ 10-13章复习题）班级姓名 一、选择题（每题1分） 1．企业分销渠道设计的基本目标是（ ） A．控制目标 B．适应目标 C．声誉目标 D．经济目标 2．对于牙膏、饼干这样的便利消费品而言，较适合的分销方式为（ ） A．选择性分销 B．密集性分销 C．独家分销 D．广泛分销 3．产业用品的主要分销渠道是（ ） A．密集性分销渠道 B．间接分销渠道 C．选择性分销渠道 D．直接分销渠道 4．产业用品中的易耗品宜采用（） A．独家分销 B.选择性分销 C.密集性分销 D.代理性分销 5．某电脑制造商把其市场分为5个地区，并在每一个地区选择一个中间 商来经销该产品，该电脑制造商的分销渠道策略最可能是（ ）A．独家分销 B．选择性分销C．广泛分销D．密集性分销 6．消费者购买的次数多、一次性购买的数量少，适合采用（） A．间接分销和较短的分销渠道 B. 直接分销和较短的分销渠道 C. 间接分销和较长的分销渠道 D.直接分销和较长的分销渠道 7．供应链上的产品市场界面定位是一项（ ） A．结构设计 B.风险决策 C.定位决策 D.渠道决策 8．同一渠道层次中各企业间的冲突是（） A．水平冲突 B.垂直冲突 C.交叉冲突 D.特殊冲突 9.渠道的各个成员以所有权、特许权或其它力量联合起来，从而节约成本，提高收益，这种渠道创新的方式为（ ） A. 垂直渠道 B. 水平渠道 C. 多元渠道 D. 网络营销渠道 10．在同一资本系统和统一管理之下，分设两个或两个以上统一店名的 商店组织形式，这种零售商的形式是（ ） A．消费合作社 B．特许经营组织 C．超级市场 D．连锁商店 11．现代物流中经常提到的流通仓库、流通中心、配送中心属于物流关 节点类型中的（ ） A．转运型物流关节点 B．储存型物流关节点 C．流通型物流关节点 D．综合性物流关节点12．在网络营销的参与者模式分类中，C to C所代表的模式是（ ） A．企业－企业模式 B．消费者－消费者模式 C．企业－政府模式
市场营销专业术语中英文对照标准翻译
市场营销专业术语中英文对照标准翻译 本文为市场营销中经常用到的一些中文与英文互译的标准用语，希望对市场营销从业人员有所帮助。 《财富》杂志Fortune 案头调研Desk Research 奥美公司Ogilvy & Mather 白色商品White Goods 百乐门Parliament 百威啤酒Budweiser 包裹销售法Banded Pack 宝洁公司Procter & Gamble 宝丽来Polaroid 宝马BMW 边际成本Marginal Cost 边际收益Marginal Benefit 标准差，均差Standard Deviation 别克Buick 波立兹调查公司Alfred Politz Research, Inc 波旁王朝Ancient Age Bourbon 波特福洛分析Portefolio Analysis 产品差异Product Differentiation 产品生命周期Product Life Cycle 产品系列Product Line 产品组合Product Mix 阐述Presentation 超级市场Supermarket 成对比较法Paired Comparisons 成功的理想主义者Successful Idealist 承诺型消费者Committed Buyer 程度测试Tachistoscope 橙色商品Orange Goods 冲动购买Impulse Buying 重叠率Duplication 抽样Sampling 传销Pyramid Selling 传阅发行量Pass-on Circulation 词语联想法Word Associaton 刺激营销Incentive Marketing 促销Promotion 达彼思广告公司Ted Bates & Copany 大卫·奥格威David Ogilvy 戴比尔斯De Beers
市场营销翻译
专心翻译 做到极致 文献翻译 原文 Marketing theory McCarthy (E.J.Mccarthy) ,in 1960, also under the micro-marketing definition: Marketing is the responsibility of business activities, products and services will be directly from the producer towards the consumer or user in order to meet customer needs and the achievement of the company profits, but also a process of socio-economic activities with the aim to meet the social or human needs, to achieve social goals. this definition than in the United States, although the definition of marketing association a step forward that meet customer needs and realize the company's operating profit as a goal, but two definitions that marketing activities are production activities in the beginning of the end of the middle after a series of business sales activities, when the commodity to the user the hands of the end, the enterprise marketing activities and therefore is limited to the narrow scope of circulation, rather than operating as a business for sale throughout the entire process, including marketing research, product development, pricing, distribution, advertising, publicity reports, sales promotion, marketing staff, after-sales service and so on. Christian Grnroosto the definition and emphasized the purpose of marketing: Marketing is in the interests of a whole, through mutual exchange and commitment to establish, maintain, consolidate and consumers and other participants in the relationship between the parties to achieve the purpose. This definition has been in use ever since, until the summer of 2004 was revised. The new definition is nearly 20 years on the marketing of the first amendment to the definition, no wonder the majority of marketers attracted universal attention. The development of marketing theory has the following four stages: The first stage: start-up phase. Marketing in the late 19th century to 20 in the United States the world's creation of 20, due to industrial development and marketing at this time by a very narrow scope of the study, but research and commercial advertis ing network settings. Island in Illinois and other related courses at the universities. By the "Association of American Advertising" to "National Advertising and Marketing Association of Science Teachers", to marketing research to ensure the organization. At this time of marketing research is characterized by: a. focus on marketing and advertising techniques, modern marketing theory, concepts, principles had yet to emerge; b. University research activities are basically confined to the classroom and a professor of the study, and also society and the business community did not receive attention. Phase II: Application stage. During the 20th century to the end of World War II 20 for the application stage, begun to take shape at this time, the United States beg an large-scale domestic enterprises to use marketing to operate businesses, open overseas markets, European countries have to follow. Established in 1931, "American Marketing Association" Marketing preach, and in 1937 merged the two organizations, academia and the business community to absorb a wide range to join the Marketing from the University of the rostrum to the community. This stage of the development of marketing in the applications. The capitalist world in 1929 due to the outbreak of an unprecedented economic crisis, the economy of the Great Depression, large shrinkage in the purchasing power of a sharp decline in the community, the unprecedented sharp market. The whole capitalist economic crisis dealt a serious blow. This stage, marketing research is characterized by: a. there is no product to sell out of this narrow concept of; b. at a deeper study on the basis of a broader marketing and advertising technique; c. study in favor of selling the business organization set; d. beginning of the study of marketing theory to society, paying attention to the general business community. The third phase: the formation period of development. The 20th century, the 50's to 80's for the marketing stage of development, the U.S. military-industrial economy has begun to shift the public economic, social goods, the sharp increase in social productivity improved significantly, while the corresponding consumption level of residents has not been much improvement, market began to emerge in a state of oversupply. At this p oint the U.S.
市场营销外文翻译教学教材
市场营销外文翻译
IEEETRANSACTIONS ON ENGINEERING MANAGEMENT, VOL. EM-34, NO. 3, AUGUST 1987 Defining the New Product Strategy ROBERT G. COOPER Abstract—New products are critical to the growth and survival of most corporations. The new product strategy is the master plan that guides the product innovation efforts of the firm, and links new product development to the corporate plan. This article looks first at what a product innovation strategy is, its role in the corporation, and why an innovation strategy is essential to an effective new product program. Next, the article focuses on the development of a new product strategy, beginning with objectives and moving to arena selection. A matrix approach to arena definition and selection is used. Empirical data from research by the author is employed in the model to prioritize new product arenas. INTRODUCTION NEW products are central to the growth and prosperity ofthe modern corporation. Increasingly, progressive managementsrecognize that a new product or technology strategyshould be an explicit and central element of the corporatestrategy. This article is about new productstrategy at the corporate level—about the need for a newproduct strategy, and about defining and developing such astrategy. THE IMPORTANCE OF A NEW PRODUCT STRATEGY New product development and technology bear an integralrelationship to a company's strategic thinking by helping todefine the range of that company's choices . For manycompanies, new products and technologies have become theleading edge of corporate strategy, opening up new market andnew business opportunities. The rapid growth of countlessfirms in office-of-the-future, bioengineering, microelectronics,and robotics is evidence of the growth potential of awell conceived new product strategy. Similarly, many oftoday's corporate giants, such as Xerox, IBM, Polaroid, andTexas Instruments, were fledgling companies only decadesago, but became great because of new product choices madeby management in earlier years. The companies that are most likely to succeed in thedevelopment and launch of new products are those firmswhich implement a company specific approach, driven bycorporate objectives and strategies, with a well-defined newproduct strategy at its core. These are some of the conclusionsof a study of business practices by Booz-Allen