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1、英汉营销学常用词汇一abstract or executive summary（报告）摘要或结语acknowledgment response 感知性反应action close （鼓励）行动性结尾active listening 积极地倾听active verb 主动式的动词adjustment 调整alliteration 头韵allness 误以为全面alternating pattern 交替方式AMS Simplified format 行政管理协会简化式格式analytical report 分析性报告annual report 年度报告argument 论点assumption
2、假设Bbar graph 条状图behavioral interviews 行为式面试bias-free language 非歧视性语言bibliography 参考书目blind ads （没有公司名称的）盲目广告blind copies 盲目（抄送）副本blindering 丧失方向性block format 齐头式blocking 阻碍body language 身体语言body 主体；正文boilerplate 引用boxhead 表头栏brainstorming 头脑风暴法branching question 分叉式问题bridge 过渡buffer 委婉语building good
3、will 树立良好的信誉bullets 项目符号或编号business slang 商业俚语businessese 商业行话buying time with limited agreement 在有限制协议下的购买时间bypassing 旁路；错误传达Ccable TV 有线电视Cadillac 凯迪拉克Campbells Soup 金宝汤业公司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categoriz
4、ation of perception 感知分类categorization 分门别类Caterpillar Tractor 卡特皮勒公司Cathay Airlines 国泰航空公司CBS Records 唱片公司CBS 哥伦比亚广播公司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 manag
5、ement 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Charles Snow 查尔斯斯诺Cherokee 切诺基chevrolet 雪佛莱choice criteria 选择标准Christian Dior 克里斯汀迪奥（世界著名时装品
6、牌）Chrysler 克莱斯勒Citi Corp 花旗银行closing a sale 结束销售clothing retailers 服装零售商CNN 美国有线新闻网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Colgate-Palmolive 高露洁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Comdex 计算机
7、展销会commercialization 商业化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Compaq 康柏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compen
8、satory 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competiti
9、ve 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
10、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 t
11、ests 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
12、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 (C
13、BP) 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 o
14、f 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
15、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
16、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Ddata 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
