市场营销专业英语定稿版
科特勒市场营销讲义英文版课件
Data Driven Decision Making: The availability of big data has enabled businesses to make data driven decisions in marketing By analyzing customer data, businesses can understand consumer preferences and behaviors and customize their offers accordingly
Competitiveness
Marketing helps businesses differentiate their products and services from those of their competitors It enables them to establish a unique position in the market and attract customers
Innovators
These consumers are early adopters of new products and services and are attracted to novelty and uniqueness They are often open to trying new brands or products and are willing to pay higher prices for the latest trends
Consumer decision making process
Evaluation of alternatives
Once information is gathered, consumers evaluate different product or service options to determine which one best suits their needs and budget Consumers consider factors like price, quality, functionality, and brand reporting
【市场营销英文版】12Positioning and Competition
Positioning
Channel, areas which can be differentiated: •Coverage •Expertise •Performance
If “where to enter a market or not” is the decision that you must make, then using Michael Porter’s Five Forces model for analysis would be beneficial.
Competition
Identifying and analyzing competitors:
A competitor is a company that can satisfy the same customer needs that you can.
Identifying competitors seems like an easy task, but companies and products are more often hurt by emerging competitors or new technologies.
Positioning
To be branded, a product must be differentiated.
Five dimensions of product differentiation: 1.Product 2.Services 3.Personnel 4.Channel 5.Image
市场营销专业英语
市场营销专业英语市场营销专业英语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 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制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 CompanyHeinz 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 Servicesmemory 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 多维等级法multilevel selling 多级销售multinational coporations (MNCs) 跨国公司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 发票之外的折扣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。
市场营销专业英语
市场营销专业英语第一单元Marketing 市场营销定义：Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. 市场营销是在创造、沟通、传播和交换产品中，为顾客、客户、合作伙伴以及整个社会带来价值的一系列活动、过程和体系。
什么是市场营销计划：The marketing plan4个点：situation analysis情况分析marketing objectives 营销目标target market selection目标市场选择marketing mix市场营销组合课后单词：Blueprint 规划蓝图 marketing mix 营销组合Competitive advantage 竞争优势 marketing planning 营销计划Cross functional team 跨部门团队 mortgage 抵押、抵押品Customer orientation 顾客导向 organizational mission 组织使命Distinctive competencies 独特竞争力organizational objectives 组织目标Diversification 多样化战略organizational portfolio plan 资产组合计划Equilibrium 均衡 Organizational strategies 组织战略Implementation 执行实施 product development strategies 产品开发战略Line of products 产品系列 production orientation 生产导向Market development strategies 市场开发战略selling orientation 销售导向Market penetration strategies 市场渗透战略 situation analysis 形式分析Marketing Concept 营销观 Strategic Business Units 战略事业单位Marketing information system 营销信息系统Strategic Planning 战略计划Marketing Management 营销管理第五单元market segmentation process市场细分的过程（市场定位过程）1、delineate firm’s current situation（描绘公司的现状）2、Determine consumer needs and wants（确定消费者的需求和欲望）3、divide markets on relevant dimensions, （有关方面划分市场）4、develop product positioning, （开发产品定位）5、decide segmentation strategy, （决定细分策略）6、design marketing mix strategy（设计营销组合策略）P90第五单元单词：A priori segmentation 事前市场细分 PRIZM 根据邮编制定的潜在市场等级指数Benefit Segmentation 利益细分product positioning; 产品定位geodemographic segmentation 地理人口细分Psychographic segmentation心理细分Market niche 市场缝隙segmentation dimension市场细分标准Positioning map 定位图 target market 目标市场Market Segmentation 市场细分 VALStm 价值观和生活方式系统Post hoc segmentation 事后市场细分第六单元：Product Line产品线（定义） = A set of products（一组产品）Product Mix产品组合（定义）= the full set of products（全套产品）103Product life cycle (产品生命周期) Introduction（产品介绍）growth （成长期）maturation（成熟期）decline（衰退期）第六单元单词Aesthetics 有美感 line extension 产品线延伸Brand equity 品牌价值 marketing myopia 市场缝隙Brand extension 品牌拓展 multibranding 多品牌战略Conformance to specifications 规格一致 performance 产品性能Cross functional teams 跨部门团队product adoption and diffusion 产品的采用和扩散Dual branding 双重品牌战略 product audit 产品审核Durability 耐用性 product life cycle 产品生命周期Extended product 延伸产品 product line 产品系列Fad 热潮 product line extension 产品系列延伸Family branding 家族品牌 product mix 产品组合Fashion 时尚 reliability 可靠性Franchise extension 特许经营权拓展 serviceability 维护保养的方便性Generic product 一般产品 tangible product 有形产品第八单元The promotion mix (促销组合)1、Advertising（广告）2、sales promotion（推销）3、public relations（公关）4、personal selling（个人推销;）Push versus pull marketing（推拉式营销）push strategies（推）：involve aiming promotional efforts at distributors ，retailers，and sales personnel to gain their cooperation in ordering，stocking，and accelerating the sales of aproduct。
“市场营销”讲义(英文PPT 273页)
Economic Environment
Income Distribution
Subsistence economies Raw-material-exporting economies
Industrializing economies Industrial economies
Savings, Debt, & Credit Availability
Objectives
Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New
Challenges
Macroenvironmental Forces
World trade enablers Asian economic power Rise of trade blocs International monetary crises Use of barter & countertrade Move towards market economies “Global” lifestyles
Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
of Buyers)
Information
Company Orientations Towards the Marketplace
市场营销讲义英文共274页
Demand
Company Demand
Market Demand
Estimating Current Demand
Total Market Potential Area Market Potential Industry Sales Market Share
Associations Business Information
Good Marketing Research:
Is scientific Is creative Uses multiple methods Realizes the interdependence of
models & data Acknowledges the cost & value of
Objectives
Define value & satisfaction - understand how to deliver them
The nature of high-performance businesses
How to attract & retain customers Improving customer profitability Total quality management
Are loyal longer Buy more (new products & upgrades) Spread favorable word-of-mouth Are more brand loyal (less price
sensitive) Offer feedback Reduce transaction costs
市场营销英文讲义 (3)
Heinz
16
Key tasks in positioning
1. Market segmentation 2. Target market 3. Differentiated advantage Positioning
Where and how we compete
17
Keys to successful positioning
Market Segmentation, Targeting and Positioning
Lecture Objectives
Segmentation - what/why/how? oTarget market strategies oPositioning and re-positioning strategies
Organizational segmentation
Macrosegmentation
Microsegmentation Choice
Organizational size Industry Geographic location
Decision-making unit structure Decision-making process Buy class Purchasing organization Organizational innovativeness
o
The advantages of market segmentation
Target market selection
Differentiation
Market segmentation
Tailored marketing mix
Opportunities and threats
国际市场营销(双语版)9.Promotion
公关活动效果评估
01
媒体曝光度
统计公关活动在各类媒体上的曝光 次数和覆盖范围。
社会责任表现
分析企业在公关活动中体现的社会 责任意识和行为。
03
02
危机公关能力
评估企业在危机事件中的公关表现 和应对能力。
公众形象提升
通过调查了解公关活动对企业公众 形象的改善程度。
04
04 促销案例分析
成功案例
案例一
在视频ቤተ መጻሕፍቲ ባይዱ享网站、在线视频平台等新媒体 上发布广告，吸引观众的注意力。
通过发送电子邮件的方式，向目标客户推 广产品或服务。
促销赠品
折扣
为客户提供一定的折扣优惠，吸引客户购 买。
赠品
在购买特定产品或服务时，向客户 提供免费的赠品或礼品，以增加客
户购买的意愿。
A
B
C
D
会员卡
推出会员卡服务，为客户提供一定的优惠 和特权，增加客户忠诚度和购买意愿。
销售转化率
分析广告投放后带来的销售转化情况，评估广告对销售的促进效果。
销售促进效果评估
促销活动参与度
统计促销活动参与人数和参与率，了解活动 吸引力。
客户满意度
调查客户对促销活动的满意度，了解客户对 活动的评价。
销售量提升
评估促销活动期间销售量的提升情况，分析 活动对销售的拉动作用。
复购率
分析促销活动后客户的复购情况，评估活动 的长期效果。
积分奖励
为客户提供积分奖励计划，客户在购买产 品或服务时可以累积积分，累积到一定程 度可以兑换礼品或折扣。
03 促销效果评估
广告效果评估
广告覆盖率
评估广告在不同媒体平台上的覆盖范围，了解广告的受众规模。
市场营销知识培训(英文版)
市场营销知识培训(英文版)Market marketing knowledge training is an essential component for businesses to succeed in today's competitive market. In this training, participants will gain a deep understanding of various marketing concepts and strategies that can be implemented to attract and retain customers, increase sales, and enhance brand awareness. The following are some key topics that will be covered in this training:1. Market Analysis: Participants will learn how to conduct a comprehensive analysis of the market, including understanding customer needs and preferences, identifying target markets, and analyzing competitors. This knowledge will enable businesses to develop effective marketing strategies that resonate with their target audience.2. Product Development: This training will equip participants with the skills to develop products that meet customer expectations and provide value. It will cover the process of product ideation, prototyping, testing, and launch, as well as strategies for product differentiation and positioning.3. Branding and Brand Management: Participants will gain insights into the importance of branding and its impact on customer perception and loyalty. They will learn how to create a strong brand identity, develop brand positioning strategies, and effectively manage and protect their brand reputation.4. Marketing Communication: This section will focus on the various marketing communication channels and strategiesbusinesses can use to reach their target audience. Participants will learn how to develop integrated marketing campaigns, utilize traditional and digital marketing channels, and measure the effectiveness of their communication efforts.5. Customer Relationship Management: Building and maintaining strong customer relationships is crucial for business success. This training will provide participants with the knowledge and skills to develop customer-centric strategies, personalize customer experiences, and implement effective customer retention programs.6. Pricing and Distribution Strategies: In this section, participants will understand the importance of pricing and distribution strategies and their impact on sales and profitability. They will learn how to determine the right pricing strategies, set pricing objectives, and manage pricing conflicts. Additionally, they will gain insights into various distribution channels and how to effectively manage channel partners.7. Digital Marketing: With the increasing importance of digital channels, this training will cover the fundamental principles of digital marketing. Participants will learn about search engine optimization (SEO), social media marketing, content marketing, email marketing, and pay-per-click advertising. They will gain practical knowledge on how to leverage these digital strategies to drive website traffic, generate leads, and improve conversion rates.8. Marketing Metrics and Analytics: To measure the success of marketing efforts, participants will learn how to collect, analyze, and interpret marketing data. They will gain insights into variousmarketing metrics and how to develop meaningful reports to evaluate the effectiveness of marketing campaigns and make data-driven decisions.Through this market marketing knowledge training, businesses can empower their marketing teams with the necessary skills and knowledge to develop and execute effective marketing strategies. Participants will gain a competitive edge in the market by understanding customer needs, creating strong brands, utilizing various marketing communication channels, and leveraging digital marketing strategies. This training will ultimately contribute to achieving business objectives and driving long-term success.9. Market Segmentation: Participants will learn about the importance of market segmentation and how to effectively divide the market into distinct segments based on factors such as demographics, psychographics, and behavior. They will understand the benefits of targeting specific customer segments and how to tailor marketing strategies accordingly.10. Marketing Research: This section will cover the fundamentals of marketing research, including the process of gathering and analyzing data to gain insights into customer behavior and preferences. Participants will learn different research methods and techniques, such as surveys, interviews, and focus groups, to gather reliable and accurate data.11. Competitive Analysis: In order to stay ahead in the market, businesses need a thorough understanding of their competitors. This training will teach participants how to conduct a comprehensive competitive analysis, including assessingcompetitor strengths and weaknesses, analyzing their marketing strategies, and identifying potential opportunities for differentiation.12. Marketing Budget and ROI: Participants will gain insights into budgeting for marketing activities and how to allocate resources effectively. They will learn how to develop a marketing budget based on business objectives, track and measure marketing expenses, and calculate return on investment (ROI). This knowledge will enable businesses to make informed decisions about their marketing spend.13. Customer Behavior Analysis: Understanding customer behavior is crucial for businesses to develop effective marketing strategies. Participants will learn about consumer decision-making processes, factors influencing purchasing decisions, and customer journey mapping. This knowledge will help businesses create targeted marketing messages and experiences that resonate with their target audience.14. International Marketing: In today's globalized world, businesses need to understand the dynamics of international markets. This training will cover the key considerations and challenges of international marketing, including cultural differences, market entry strategies, and adapting marketing campaigns to different regions and countries.15. Sustainable Marketing: Sustainability is becoming increasingly important for both businesses and consumers. Participants will learn about the concept of sustainable marketing and how tointegrate environmental and social considerations into their marketing strategies. They will explore sustainable product development, green marketing tactics, and ethical marketing practices.16. Crisis Management and Public Relations: In the event of a crisis or negative publicity, businesses need to have a robust crisis management and public relations strategy. Participants will learn how to effectively manage crises, handle customer complaints, and maintain a positive brand reputation in challenging situations.17. Marketing Ethics: Ethical considerations play a vital role in marketing decision-making. This training will discuss ethical issues in marketing, such as deceptive advertising, privacy concerns, and responsible data collection. Participants will learn how to develop ethical marketing strategies that align with business values and maintain customer trust.18. Innovation in Marketing: To stay competitive in the market, businesses need to continuously innovate their marketing strategies. Participants will explore emerging trends and technologies in marketing, such as artificial intelligence, virtual reality, and influencer marketing. They will learn how to leverage these innovations to create engaging and impactful marketing campaigns.19. Marketing Strategy Implementation: Developing a marketing strategy is only the first step; effective implementation is crucialfor success. Participants will learn how to develop an implementation plan, set clear objectives and action steps, allocate resources, and monitor progress. They will gain insights intocommon challenges in strategy execution and how to overcome them.20. Case Studies and Practical Exercises: Throughout the training, participants will have the opportunity to analyze real-life case studies and engage in practical exercises. This hands-on approach will enable them to apply the concepts and strategies learned and develop critical thinking and problem-solving skills.In conclusion, market marketing knowledge training provides businesses with the necessary skills and knowledge to succeed in today's dynamic and competitive market. From market analysis and product development to branding, digital marketing, and customer relationship management, participants will gain a comprehensive understanding of various marketing concepts and strategies. This training will empower businesses to drive growth, enhance customer satisfaction, and achieve long-term success in the marketplace.。
市场营销专业小英语作文
市场营销专业小英语作文Marketing is all about understanding what people want and need, and then creating products and services that can meet those wants and needs. It's about connecting with customers and building relationships with them. It's also about finding new and creative ways to promote and sell products. In short, marketing is about identifying and satisfying customer needs profitably.One of the key aspects of marketing is market research. This involves gathering and analyzing information about the market, the competition, and the target customers. It helps companies understand what their customers want and need, and how they can best meet those needs. Market research also helps companies identify new opportunities and trends in the market.Another important aspect of marketing is branding. Branding is about creating a unique and memorable image for a product or company. It's about building a strong andpositive identity that customers can relate to and trust. A strong brand can help a company stand out from the competition and build customer loyalty.In today's digital age, online marketing has become increasingly important. It includes a wide range of activities such as social media marketing, email marketing, content marketing, and search engine optimization. Online marketing allows companies to reach a global audience and target customers with precision.Marketing also involves pricing, distribution, and promotion. Pricing strategies can influence how customers perceive a product, while distribution channels determine how products reach customers. Promotion involves communicating the value of a product or service to customers through advertising, sales promotions, and public relations.Overall, marketing is a dynamic and diverse field that requires creativity, strategic thinking, and a deep understanding of customer behavior. It's about creatingvalue for customers and building strong, long-lasting relationships with them.。
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市场营销专业英语精编W O R D版IBM system office room 【A0816H-A0912AAAHH-GX8Q8-GNTHHJ8】第一单元Marketing 市场营销定义：Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.市场营销是在创造、沟通、传播和交换产品中，为顾客、客户、合作伙伴以及整个社会带来价值的一系列活动、过程和体系。
什么是市场营销计划：The marketing plan4个点：①situation analysis情况分析②marketing objectives 营销目标③target market selection目标市场选择④marketing mix市场营销组合课后单词：Blueprint 规划蓝图 marketing mix 营销组合Competitive advantage 竞争优势 marketing planning 营销计划Cross functional team 跨部门团队 mortgage 抵押、抵押品Customer orientation 顾客导向 organizational mission 组织使命Distinctive competencies 独特竞争力 organizational objectives 组织目标Diversification 多样化战略 organizational portfolio plan 资产组合计划Equilibrium 均衡 Organizational strategies 组织战略Implementation 执行实施 product development strategies 产品开发战略Line of products 产品系列 production orientation 生产导向Market development strategies 市场开发战略 selling orientation 销售导向Market penetration strategies 市场渗透战略 situation analysis 形式分析Marketing Concept 营销观 Strategic Business Units 战略事业单位Marketing information system 营销信息系统 Strategic Planning 战略计划Marketing Management 营销管理第五单元market segmentation process市场细分的过程（市场定位过程）1、delineate firm’s current situation（描绘公司的现状）2、Determineconsumerneedsandwants（确定消费者的需求和欲望）3、dividemarketsonrelevantdimensions,（有关方面划分市场）4、developproductpositioning,（开发产品定位）5、decidesegmentationstrategy,（决定细分策略）6、designmarketingmixstrategy（设计营销组合策略）P90第五单元单词：A priori segmentation 事前市场细分 PRIZM 根据邮编制定的潜在市场等级指数Benefit Segmentation 利益细分 product positioning; 产品定位geodemographic segmentation 地理人口细分 Psychographic segmentation心理细分Market niche 市场缝隙 segmentation dimension市场细分标准Positioning map 定位图 target market 目标市场Market Segmentation 市场细分 VALStm 价值观和生活方式系统Post hoc segmentation 事后市场细分第六单元：Product Line产品线（定义） = A set of products（一组产品）Product Mix产品组合（定义）= the full set of products（全套产品）103Product life cycle (产品生命周期)Introduction（产品介绍）growth （成长期）maturation（成熟期）decline（衰退期）第六单元单词Aesthetics 有美感 line extension 产品线延伸Brand equity 品牌价值 marketing myopia 市场缝隙Brand extension 品牌拓展 multibranding 多品牌战略Conformance to specifications 规格一致 performance 产品性能Cross functional teams 跨部门团队 product adoption and diffusion 产品的采用和扩散Dual branding 双重品牌战略 product audit 产品审核Durability 耐用性 product life cycle 产品生命周期Extended product 延伸产品 product line 产品系列Fad 热潮 product line extension 产品系列延伸Family branding 家族品牌 product mix 产品组合Fashion 时尚 reliability 可靠性Franchise extension 特许经营权拓展 serviceability 维护保养的方便性Generic product 一般产品 tangible product 有形产品第八单元The promotion mix (促销组合)1、Advertising（广告）2、sales promotion（推销）3、public relations（公关）4、personal selling（个人推销;）Push versus pull marketing（推拉式营销）push strategies（推）：involve aiming promotional efforts at distributors ，retailers，and sales personnel to gain their cooperation in ordering，stocking，and accelerating the sales of a product。
（推动战略涉及的目标是在经销商，零售商和销售人员的促销努力，以获得他们的合作，订货，库存，并加快销售的产品。
）Pull strategies（拉）：involve aiming promotional efforts directly at customers to encourage them to ask the retailer for the product。
(直接参与旨在鼓励客户的促销活动，以鼓励他们要求产品的零售商)第八单元单词All you can afford 量力而为法 promotion mix 促销组合Competitive parity 竞争对等法 prospect 准客户Coupon 电子优惠券 pull strategy 牵引策略Direct marketing 直销 push strategy 推动策略Frequency marketing 频率营销 reach 接触度Integrated marketing communications 整合营销传播 sponsorship赞助商行为Mass media 大众媒体 task approach 目标任务法Percent of sales 销售百分比法 trade promotion 贸易促销Personal selling 人员推销第十单元Channels of distribution（营销渠道）定义：A channel of distribution or marketing channel is a group of individuals and organizations that directs the flow of products from producers to customers。
（分销或营销渠道的一个渠道是一组个人和组织，指导产品从生产者到客户的流动）conventional channels of distribution of consumer goods（传统消费品分销渠道）：1、manufacturer（制造商）→ consumers（消费者）2、manufacturer（制造商）→retailers（零售商）→ consumers（消费者）3、manufacturer（制造商）→wholesaler（批发商）→retailers（零售商）→ consumers（消费者）4、manufacturer（制造商）→agent（代理人）→retailers（零售商）→ consumers （消费者）5、manufacturer（制造商）→agent（代理人）→wholesaler（批发商）→r etailers （零售商）→ consumers（消费者）Direct channel（直接渠道）优缺点优Link your consumer directly（直接链接你的消费者）优Easy to get market information（容易获得市场信息）优Save cost and easy to control price（节约成本，易于控制价格）缺You need to bear all the financial risks（你需要承担所有的财务风险）缺It’s hard to reach all your target market（很难达到你的目标市场）Indirect channel（间接渠道）优缺点优To reach more consumers （为了达到更多的消费者）优Destocking （去库存）优Risk-sharing & Benefit-sharing （风险分担与利益共享）缺Slow circulation（缓慢的循环）缺High cost（成本高）Selecting Channels of Distribution（如何选择分销渠道）(1) distribution coverage required（分布范围要求）Intensive Distribution（密集分布）Selective Distribution（选择性分布）Exclusive Distribution（独家分销）(2) degree of control desired（期望控制度）(3) total distribution cost（配送总成本）(4) channel flexibility（渠道的灵活性）。