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1、7點(diǎn)擊朗誦外語(yǔ)-需要啟用宏后才能使用朗誦功能啟用方法：先啟用編輯，然后啟用宏內(nèi)容。2003版啟用方法如下：工具宏安全性低或中重啟文檔啟用宏）31354不會(huì)啟用宏？點(diǎn)擊查看幫助！需要:need 欲望want需求:demand 產(chǎn)品:product關(guān)系營(yíng)銷(xiāo):relationship marketing營(yíng)銷(xiāo)網(wǎng):marketing network生產(chǎn)觀念:the production concept 產(chǎn)品觀念:theproduct concept相關(guān)群體:reference group購(gòu)買(mǎi)者角色:buying role購(gòu)買(mǎi)行為:buying behavior認(rèn)知需求:problem recogniti

2、on搜集信息:information search組織者市場(chǎng):orqanization market派生需求:derived demand缺乏彈性:inelastic demand品牌策略:brand strategy制造商品牌:manufactures brand定價(jià)策略:pricing strategie 現(xiàn)金折扣:cashdiscount數(shù)量折扣:quantity discount功能折扣:functional discount季節(jié)折扣:seasonal discount 新產(chǎn)品定價(jià):newproduct pricing產(chǎn)品組合定價(jià):product-mix pricing分銷(xiāo)渠道:dis

3、tribution channel密集分銷(xiāo)渠道:intensive distribution選擇性分銷(xiāo):selective distribution獨(dú)家分銷(xiāo):exclusive distribution中間商品牌:intermediaries brand批發(fā)商:whoksaler零售商:retailer百貨公司:department store超市:supermarket便利店:convenience store折扣店:discount store促銷(xiāo)組合:promotion mix交流信息:communicating information人員銷(xiāo)售:personalo selling廣告策略

4、advertising strateqie 第 1 頁(yè)，共 94 頁(yè)公共關(guān)系public relation 營(yíng)銷(xiāo)調(diào)研:marketing research產(chǎn)品策略:product strategie 產(chǎn)品組合:product mix營(yíng)銷(xiāo)觀念:the marketing concept 消費(fèi)者市場(chǎng)consumer market顧客滿(mǎn)意:customer satisfaction 顧客總價(jià)值:total customer value顧客總成本:total customer value 營(yíng)銷(xiāo)環(huán)境:marketing environment營(yíng)銷(xiāo)信息系統(tǒng):marketing information sy

5、ste市場(chǎng)細(xì)分策略:market segmentation startegie目標(biāo)市場(chǎng)策略:market tageting strategie市場(chǎng)定位策略market positioning strategie產(chǎn)品市場(chǎng)壽命周期;the product life cycle銷(xiāo)售觀念:the selling/sales concept社會(huì)營(yíng)銷(xiāo)觀念:the societal marketing concept宏觀營(yíng)銷(xiāo)環(huán)境:macro-marketing environment消費(fèi)者行為模式:model of consumer behavior價(jià)值,成本和滿(mǎn)意:value,cost,andsatisf

6、action交換和交易exchange and transaction營(yíng)銷(xiāo)者和預(yù)期顧客:marketers and prospect市場(chǎng)營(yíng)銷(xiāo)觀念:marketing management philosophy 第 2 頁(yè)，共 94 頁(yè) AA.C.Nielson 尼爾森市場(chǎng)研究公司absorption of costs 成本分配accesibility 可進(jìn)入性accessory equipment markets 附屬設(shè)備市場(chǎng)account management policies 客戶(hù)管理策略Acer 宏基acquisition new-product development strategy

7、新產(chǎn)品開(kāi)發(fā)收購(gòu)戰(zhàn)略activity-based costing 以活動(dòng)為基礎(chǔ)的成本系統(tǒng)adaptability 適應(yīng)性adaptation to market variations 適應(yīng)市場(chǎng)變化 第 3 頁(yè)，共 94 頁(yè)adaptive positioning 適應(yīng)性定位additions to existing product lines 現(xiàn)有產(chǎn)品線(xiàn)的增加adequate size 準(zhǔn)確的大小/足夠的規(guī)模administered vertical marketing systems 管理式垂直營(yíng)銷(xiāo)系統(tǒng)administrative relationships 管理關(guān)系adopter categ

8、ories 采購(gòu)者的類(lèi)型adoption process 采購(gòu)過(guò)程advertising and market segmentation 廣告與市場(chǎng)細(xì)分advertising and sales promotion 廣告和銷(xiāo)售促進(jìn)advertising effects 廣告效果advertising ethics 廣告?zhèn)惱淼赖耡dvertising feedback 廣告反饋advertising frequency 廣告頻率advertising media 廣告媒體 第 4 頁(yè)，共 94 頁(yè)advertising message 廣告信息advertising reach 廣告接受人數(shù)ad

9、vertising source 廣告信息來(lái)源advertising 廣告aerobic enthusiasts 增氧健身運(yùn)動(dòng)愛(ài)好者aesthetics 美感affinity club 同族俱樂(lè)部after tests 事后測(cè)試agent middleman 代理商agent/merchant middleman 代理中間商allowance 折讓alteration 退換AMA Code of Ethics 美國(guó)營(yíng)銷(xiāo)協(xié)會(huì)職業(yè)道德標(biāo)準(zhǔn)A 亞馬遜公司American Airlines 美國(guó)航空公司American Express 美國(guó)運(yùn)通American Marketing Associatio

10、n 美國(guó)營(yíng)銷(xiāo) 第 5 頁(yè)，共 94 頁(yè)協(xié)會(huì)Amoco 阿莫科（英國(guó)石油公司）analysis of data 數(shù)據(jù)分析analyzer strategy 分析者戰(zhàn)略Anderson 安達(dá)信annual marketing plan 年度營(yíng)銷(xiāo)計(jì)劃annual requirement purchasing arrangement年度采購(gòu)需求計(jì)劃anticipatory positioning 預(yù)見(jiàn)性定位anti-pollution legislation 反污染立法anti-trust legislation 反托拉斯立法Apple Computers 蘋(píng)果電腦area structure 地區(qū)結(jié)

11、構(gòu)aspiration/expectation level 渴望/期望水平aspirations of consumers 消費(fèi)者渴望assurance 保證AT&T 美國(guó)電話(huà)電報(bào)公司ATM(automatic teller machine)銀行自動(dòng)柜 第 6 頁(yè)，共 94 頁(yè)員機(jī)attitudes of consumers 消費(fèi)者態(tài)度attributes 屬性audiences 受眾auto repair 汽車(chē)維修automation services 自動(dòng)服務(wù)automobile industry 汽車(chē)產(chǎn)業(yè)autonomy 自主權(quán)availability 可獲得性/供貨能力avante g

12、uardian 前衛(wèi)派Avon 雅芳awareness（產(chǎn)品）知曉度/知名度Bbaby boomers 嬰兒潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一體化banner advertisements 橫幅標(biāo)語(yǔ)廣告 第 7 頁(yè)，共 94 頁(yè)bar codes 條形碼barter 實(shí)物交易 basic physical needs 基本生理需要Bausch&Lomb 博士倫BCG Grow-Share Matrix 波士頓增長(zhǎng)-份額矩陣before tests 事前測(cè)試Behavior Scan I

13、nformation Resources Inc.行為掃描信息源公司behavioural analysis 行為分析behavioural hierarchies 行為層級(jí)benchmarking 基準(zhǔn)benefit clusters 利益群體benefits 利益Benz 奔馳billing 帳單biological revolution 生物革命birth rate 出生率blanket purchase order 一攬子采購(gòu)合同 第 8 頁(yè)，共 94 頁(yè)blind-paired comparison testing 雙盲比較測(cè)試Blockbusterblue collars 藍(lán)領(lǐng)BM

14、W 寶馬Boeing 波音bottom line 底線(xiàn)/盈虧一覽結(jié)算線(xiàn)brand awareness 品牌意識(shí)/認(rèn)知brand extensions 品牌擴(kuò)展brand loyalty 品牌忠誠(chéng)度brand mark 品牌標(biāo)志brand name 品牌名稱(chēng)brand positioning 品牌定位brand recognition 品牌識(shí)別brand strategies 品牌戰(zhàn)略brand 品牌branding strategy 品牌化戰(zhàn)略branding 品牌化 第 9 頁(yè)，共 94 頁(yè)brands equity 品牌的價(jià)值break-even analysis 盈虧平衡分析break-

15、even volume 盈虧平衡產(chǎn)量breath of product assortment 產(chǎn)品線(xiàn)的寬度breath or diversity of product lines 產(chǎn)品線(xiàn)的寬度或多樣性bribery 賄賂British Airways 英國(guó)航空公司brokers 經(jīng)紀(jì)人budgeting 預(yù)算bundle 捆綁Bureau of Census 人口統(tǒng)計(jì)局Burger King 漢堡王busines strength rating 商業(yè)能力評(píng)分business plan 商業(yè)計(jì)劃business position 經(jīng)營(yíng)地位business sector 商業(yè)部門(mén)business

16、services markets 商業(yè)服務(wù)市場(chǎng) 第 10 頁(yè)，共 94 頁(yè)business strategies 經(jīng)營(yíng)戰(zhàn)略business unit strategy 經(jīng)營(yíng)單位戰(zhàn)略Business Week 商業(yè)周刊buyback allowances 回購(gòu)折讓buyback arrangements 產(chǎn)品返銷(xiāo)buyers bargaining power 買(mǎi)方的討價(jià)還價(jià)能力buyers 采購(gòu)者buying behavior 購(gòu)買(mǎi)行為buying center 采購(gòu)中心buying inertia 購(gòu)買(mǎi)慣性buying intention 購(gòu)買(mǎi)意圖buying offices 連鎖商店的進(jìn)貨中

17、心buying power indes(BPI)購(gòu)買(mǎi)力指數(shù)buying situation 采購(gòu)情況/類(lèi)型buying task 采購(gòu)任務(wù)Ccable TV 有線(xiàn)電視 第 11 頁(yè)，共 94 頁(yè)Cadillac 凱迪拉克Campbells Soup 金寶湯業(yè)公司capital gains 資本收益capital invested in product 產(chǎn)品投入資本Carnival 嘉年華cash cows 現(xiàn)金牛類(lèi)cash discounts 現(xiàn)金折扣catalogue sales 目錄銷(xiāo)售categorization of perception 感知分類(lèi)categorization 分門(mén)別類(lèi)

18、Caterpillar Tractor 卡特皮勒公司Cathay Airlines 國(guó)泰航空公司CBS Records 唱片公司CBS 哥倫比亞廣播公司centralization 集中化chameleons/followers 變色龍/跟隨者channel alternatives 可選擇的營(yíng)銷(xiāo)渠道 channelconflicts 渠道沖突channel decisions 渠道決策 第 12 頁(yè)，共 94 頁(yè)channel functions 渠道功能channel institutions 渠道組織結(jié)構(gòu)channel management 渠道管理channel objectives

19、渠道目標(biāo)channel of distribution 分銷(xiāo)渠道channel power 渠道權(quán)力channel-control strategies 渠道控制戰(zhàn)略channel-design decisions 渠道設(shè)計(jì)決策channel-management decisions 渠道管理決策channels of communication 傳播渠道Charles Snow 查爾斯?斯諾Cherokee 切諾基chevrolet 雪佛萊choice criteria 選擇標(biāo)準(zhǔn)Christian Dior 克里斯汀?迪奧（世界著名時(shí)裝品牌）Chrysler 克萊斯勒 第 13 頁(yè)，共 94

20、 頁(yè)Citi Corp 花旗銀行closing a sale 結(jié)束銷(xiāo)售clothing retailers 服裝零售商CNN 美國(guó)有線(xiàn)新聞網(wǎng)co-branding 聯(lián)合品牌code of ethics（職業(yè)）道德標(biāo)準(zhǔn)coercive power 強(qiáng)制權(quán)cognitive dissonance 認(rèn)識(shí)的不協(xié)調(diào)Colgate-Palmolive 高露潔collection of data 數(shù)據(jù)收集collection 收款co-marketing alliances 聯(lián)合營(yíng)銷(xiāo)聯(lián)盟combination compensation plan 結(jié)合式薪酬方案Comdex 計(jì)算機(jī)展銷(xiāo)會(huì)commerciali

21、zation 商業(yè)化commitment 承諾communication channels 傳播渠道 第 14 頁(yè)，共 94 頁(yè)communication process 傳播過(guò)程communication 信息交流/溝通communications media 傳播媒體company personnel 公司員工Compaq 康柏comparative advertisements 比較廣告comparison of brands 品牌比較compensation deals 補(bǔ)償處理compensation plan 酬金方案compensation/rewards 酬金/獎(jiǎng)勵(lì)compen

22、satory 補(bǔ)償性的competition and industry evolution 競(jìng)爭(zhēng)和行業(yè)演變competition-orientated pricing 競(jìng)爭(zhēng)導(dǎo)向定價(jià)法competitive advantage 競(jìng)爭(zhēng)優(yōu)勢(shì)competitive(supply-side)evolution 競(jìng)爭(zhēng)（供方）演變 第 15 頁(yè)，共 94 頁(yè)competitive factors 競(jìng)爭(zhēng)因素competitive intelligence 競(jìng)爭(zhēng)情報(bào)/信息competitive parity promotion budgeting 競(jìng)爭(zhēng)均勢(shì)促銷(xiāo)預(yù)算法competitive strategy 競(jìng)爭(zhēng)

23、戰(zhàn)略competitive strength 競(jìng)爭(zhēng)優(yōu)勢(shì)/能力competitor analysis 競(jìng)爭(zhēng)者分析complaint handling 投訴處理component materials and parts markets 組成材料和零部件市場(chǎng)computerized ordering 計(jì)算機(jī)化的訂購(gòu)conclusive research 確定性研究conditions of demand 需求情況conflict and resolution strategies 沖突和解決戰(zhàn)略conformance to specifications 與規(guī)格一致conformance 一致性con

24、frontation strategy 對(duì)抗戰(zhàn)略 第 16 頁(yè)，共 94 頁(yè)conjoint measurement 聯(lián)合測(cè)度法conjunctive model 聯(lián)合模型consumer decision-making 消費(fèi)者（購(gòu)買(mǎi)）決策consumer goods channels 消費(fèi)品分銷(xiāo)渠道Consumer Goods Pricing Act,USA 美國(guó)消費(fèi)品定價(jià)法案consumer goods 消費(fèi)品consumer markets 消費(fèi)品市場(chǎng)consumer needs 消費(fèi)者需求consumer packaged-goods firms 消費(fèi)者包裝食品公司consumer p

25、romotion 消費(fèi)者促銷(xiāo)consumer tests 消費(fèi)者測(cè)試 consumer/householdmarket 消費(fèi)者/家庭市場(chǎng)consumers perceptions 消費(fèi)者感知consumption 消費(fèi)contests 競(jìng)賽 第 17 頁(yè)，共 94 頁(yè)contingency planning 權(quán)變計(jì)劃contract construction 契約建筑業(yè)contract manufacturing 契約制造業(yè)contraction/strategic withdrawal strategy 收縮/戰(zhàn)略性撤退戰(zhàn)略contractual entry modes 契約式進(jìn)入模式con

26、tractual vertical marketing systems 合約式垂直營(yíng)銷(xiāo)系統(tǒng)contribution margin analysis 邊際貢獻(xiàn)（貢獻(xiàn)毛利）分析contributrion margin 邊際貢獻(xiàn)control strategies 控制戰(zhàn)略convenience food stores 便利食品商店convenience goods 便利品convenience 服務(wù)的便利性Cool Whip 清涼維普co-operative advertising 合作性廣告co-ordination and conflict resolution 協(xié)調(diào)與 第 18 頁(yè)，共 94

27、 頁(yè)沖突解決co-production 合作生產(chǎn)core benefit proposition(CBP)核心利益方案/提議corollary-data method 推定數(shù)據(jù)法corporate HQ 公司總部corporate scope 公司（經(jīng)營(yíng)）范圍corporate strategy 公司戰(zhàn)略corporate vertical marketing systems 公司式垂直營(yíng)銷(xiāo)系統(tǒng)corporate/institutional advertising 團(tuán)體/社會(huì)公共機(jī)構(gòu)廣告corrective action 矯正行動(dòng)cost analysis 成本分析cost effective

28、ness 成本有效性cost leadership strategy 成本領(lǐng)先戰(zhàn)略cost of capital 資本成本cost of goods sold(COGS)產(chǎn)品銷(xiāo)售成本 第 19 頁(yè)，共 94 頁(yè)cost reductions 降低成本產(chǎn)品cost-and-volume relationship 成本-數(shù)量關(guān)系cost-oriented pricing 成本導(dǎo)向定價(jià)法cost-plus/mark-up pricing 成本加成/溢價(jià)定價(jià)法costs and benefits of marketing functions 營(yíng)銷(xiāo)職能的成本和效益costs of competitors

29、 競(jìng)爭(zhēng)者成本costs of distribution 分銷(xiāo)成本countertrade 對(duì)等貿(mào)易coupons 優(yōu)惠券courtesy 禮貌coverage of geographic market 地域性市場(chǎng)的范圍coverage of relevant retailers 相關(guān)零售商的銷(xiāo)售范圍credibility 信譽(yù)credit terms 信貸條款 第 20 頁(yè)，共 94 頁(yè)critical assumptions 關(guān)鍵假設(shè)cross-elasticity 交叉彈性customary pricing 習(xí)慣性定價(jià)法customer analysis 顧客分析customer cont

30、act 顧客接觸customer demand 顧客需求customer intimacy 顧客親密度customer loyalty 顧客忠誠(chéng)度customer need 顧客需要customer organization of sales force 按客戶(hù)組織銷(xiāo)售隊(duì)伍customer retention 顧客維系/保留customer satisfaction 顧客滿(mǎn)意度customer segment pricing 顧客細(xì)分市場(chǎng)定價(jià)customer service 顧客服務(wù)customer-oriented pricing 顧客導(dǎo)向定價(jià)法customers perception 顧客

31、感知 第 21 頁(yè)，共 94 頁(yè)customers preferences 顧客偏好customers price sensitivity 顧客的價(jià)格敏感度customizing 定制Ddata collection 數(shù)據(jù)收集data confidentiality 數(shù)據(jù)保密data research 數(shù)據(jù)研究data sources 數(shù)據(jù)來(lái)源dealers 經(jīng)銷(xiāo)商deceptive advertisements 欺騙性廣告 deciders 決策者declining markets 衰退市場(chǎng)decoding 解碼defect rate 缺陷率defender strategy 防御型戰(zhàn)略de

32、fensive new-product development strategy防御性新產(chǎn)品開(kāi)發(fā)戰(zhàn)略defensive positioning 防御性定位 第 22 頁(yè)，共 94 頁(yè)delivery time 交付時(shí)間delivery 配送Dell Computers 戴爾計(jì)算機(jī)公司Delta Airlines 三角洲航空公司demand characteristics 需求特征demand curve 需求曲線(xiàn)demand-oriented pricing 需求導(dǎo)向定價(jià)法demographic environment 人口統(tǒng)計(jì)環(huán)境department stores 百貨商店dependabi

33、lity 可靠性deregulation 放松管制derived demand 衍生需求descriptive research 描述性研究design decisions 設(shè)計(jì)決策desired percentage mark-up on retail 預(yù)期零售利潤(rùn)率desired percentage return 預(yù)期回報(bào)率determinant attributes 關(guān)鍵屬性 第 23 頁(yè)，共 94 頁(yè)determinants 決定因素different responses 差別反應(yīng)differentiated defender strategy 差異化防御戰(zhàn)略differentiat

34、ed marketing 差異化營(yíng)銷(xiāo)differentiation over time 不同時(shí)間的差異differentiation strategy 差異化戰(zhàn)略differentiation 差異化diffusion of innovation theory 創(chuàng)新擴(kuò)散理論dimension 因素dimensions of quality 質(zhì)量維度direct costing profitability analysis 直接成本盈利性分析direct mail 直接郵寄direct marketing via advertising media 通過(guò)廣告媒體的直接營(yíng)銷(xiāo)direct marke

35、ting 直接營(yíng)銷(xiāo)direct product profitability(DPP)直接產(chǎn)品 第 24 頁(yè)，共 94 頁(yè)盈利性/利潤(rùn)率direct selling 直銷(xiāo)discount rate 貼現(xiàn)率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢價(jià)策略discriminant analysis 差異分析法discriminatory adjustments 歧視價(jià)格調(diào)整discriminatory pricing adjustments 歧視定價(jià)調(diào)整disjunctive model 分離模型displa

36、y space 陳列空間disposable income 可支配收入dissonance-attribution hierarchy 不和諧-歸屬層次結(jié)構(gòu)distribution channel designs 分銷(xiāo)渠道設(shè)計(jì)distribution channel objectives 分銷(xiāo)渠道的 第 25 頁(yè)，共 94 頁(yè)目標(biāo)distribution channel 分銷(xiāo)渠道distribution decisions 分銷(xiāo)決策distribution policies 分銷(xiāo)策略distribution 分銷(xiāo)distributor/store(private lables)brands 分

37、銷(xiāo)商/私有品牌distributors 分銷(xiāo)商diversification 多元化divest 撤退divest 出讓divestment or liquidation 收回投資或清算dividend 紅利dogs 瘦狗類(lèi)domestic target marketing strategies 國(guó)內(nèi)目標(biāo)市場(chǎng)定位的營(yíng)銷(xiāo)戰(zhàn)略dropping products 放棄產(chǎn)品dry cleaning 干洗 第 26 頁(yè)，共 94 頁(yè)dual/two channel distribution systems 雙重分銷(xiāo)系統(tǒng)duplication（媒體）重復(fù)DuPont 杜邦公司durability 耐用性E

38、early vs late adoption 早期采購(gòu)與后期采購(gòu)earnings per share 每股收益 economic andtechnological factors 經(jīng)濟(jì)技術(shù)因素economic power 經(jīng)濟(jì)權(quán)economies of scale 規(guī)模經(jīng)濟(jì)education services 教育服務(wù)effectiveness 有效性efficiency 效率Electrolux 伊萊克斯emergency goods 急需品Emerson Electric 愛(ài)默生電氣emotional appeals 情感訴求 第 27 頁(yè)，共 94 頁(yè)empathy 移情作用empiri

39、cal evidence 經(jīng)驗(yàn)性實(shí)例empowerment 授權(quán)encoding 編碼end use 最終使用endorsement 贊同engineering（產(chǎn)品）工程設(shè)計(jì)entrepreneurial strategy 企業(yè)家戰(zhàn)略entry strategies 進(jìn)入戰(zhàn)略environment and packaging disposal 環(huán)境與包裝處理environment factors 環(huán)境因素environmental scanning 環(huán)境掃描/分析environmental strategy 環(huán)境戰(zhàn)略establishment 機(jī)構(gòu)ethical audit（公司）倫理審計(jì)e

40、thics of marketing 營(yíng)銷(xiāo)倫理道德ethnic composition 種族構(gòu)成 第 28 頁(yè)，共 94 頁(yè)European Community 歐共體evaluation and reward systems 評(píng)估與獎(jiǎng)勵(lì)體系evaluation and selection of supplier 評(píng)估和選擇供應(yīng)商evaluation of alternatives 評(píng)估替代品/各種選擇evaluation of brands 品牌評(píng)估event sponsorship 事件贊助event 活動(dòng)everyday low-price(EDLP)天天低價(jià)evoked set 引發(fā)的

41、組合evolution of market 市場(chǎng)演變exchange 交換exclusive dealing 獨(dú)家銷(xiāo)售exclusive distribution 獨(dú)家分銷(xiāo)executive summary 執(zhí)行摘要exhibition media 展示廣告媒體 第 29 頁(yè)，共 94 頁(yè)existing market 現(xiàn)有市場(chǎng)exit barriers 退出壁壘expansion path 擴(kuò)張途徑expectation measures（顧客）預(yù)期測(cè)度expectations of customers 顧客期望expected unit sales 預(yù)計(jì)產(chǎn)量expected value 期

42、望價(jià)值experience curve 經(jīng)驗(yàn)曲線(xiàn)experimental research 實(shí)驗(yàn)性研究expert power 專(zhuān)長(zhǎng)權(quán)exploratory research 探索性研究export agents 出口代理（商）export jobbers 出口批發(fā)商export management company 出口管理公司export merchants 出口貿(mào)易商export 出口exporting 出口商品extended use strategy 擴(kuò)大使用戰(zhàn)略 第 30 頁(yè)，共 94 頁(yè)extending volume growth 擴(kuò)大市場(chǎng)份額external data sou

43、rces 外部數(shù)據(jù)來(lái)源external environment 外部環(huán)境extrapolation of past sales trends 過(guò)去銷(xiāo)售趨勢(shì)推測(cè)法Ffacilitating agencies 輔助/中介機(jī)構(gòu)factor analysis 因素分析法fads 時(shí)尚family branding 家族品牌family life cycle 家庭生命周期family structure 家庭結(jié)構(gòu)farm products 農(nóng)產(chǎn)品fast-moving consumer goods(FMCG)快速變動(dòng)的消費(fèi)品fear appeals 恐懼/顧慮訴求features 特征Federal D

44、epartment Stores 聯(lián)邦百貨商店 第 31 頁(yè)，共 94 頁(yè)Federal Trade Code（FTC)聯(lián)邦貿(mào)易法案FedEx(Federal Express)聯(lián)邦快遞feedback data 反饋數(shù)據(jù)field test marketing 實(shí)地市場(chǎng)測(cè)試financing 融資 fisheries 漁業(yè)fit and finish 結(jié)實(shí)度與外觀fixed costs 固定成本fixed salary 固定工資flanker strategy 側(cè)翼進(jìn)攻戰(zhàn)略flanker/fighting brand 戰(zhàn)斗品牌flanking and encirclement strategi

45、es 側(cè)翼進(jìn)攻與圍堵戰(zhàn)略flat organizational structure 扁平的組織結(jié)構(gòu)FOB origin pricing FOB產(chǎn)地定價(jià)法focus strategy 集中戰(zhàn)略followers 追隨者Ford 福特公司foreign middlemen 國(guó)外中間商 第 32 頁(yè)，共 94 頁(yè)forestry 林業(yè)formalization 形式/規(guī)范化formulate 制定fortress/position-defence strategy 防御堡壘戰(zhàn)略Fortune 財(cái)富雜志forward integration 向前一體化franchise systems 特許系統(tǒng)fra

46、nchising 特許經(jīng)營(yíng)free call numbers 免費(fèi)電話(huà)號(hào)碼free goods 免費(fèi)商品freight-absorption pricing 免收運(yùn)費(fèi)定價(jià)法fringe benefits 小額津貼frontal attack strategy 正面進(jìn)攻戰(zhàn)略full costing profitability analysis 全成本盈利性分析full-service wholesalers 全方位服務(wù)的批發(fā)商 第 33 頁(yè)，共 94 頁(yè)functional competencies and resourceallocation 職能能力與資源分配functional effic

47、iency 職能效率functional organization of sales force 按銷(xiāo)售職能組織銷(xiāo)售隊(duì)伍functional organizational structure 職能型組織結(jié)構(gòu)functional performance 功能性能functional strategy 職能戰(zhàn)略Ggames 比賽gap 差距gatekeepers 信息傳遞者general behavioral descriptors 一般行為變量General Electric(GE)通用電氣General Foods Corporation 通用食品general merchandise dis

48、count chains 大眾商品折扣連鎖店 第 34 頁(yè)，共 94 頁(yè)General Motors 通用汽車(chē)geodemographics 區(qū)域人口統(tǒng)計(jì)特征geographic adjustments 地理調(diào)整geographic distribution 地理分布geographical organization of sales force 按地區(qū)組織銷(xiāo)售隊(duì)伍Gillette 吉列剔須刀global adjustments 全球調(diào)整global elite consumer segment 全球精英消費(fèi)品市場(chǎng)global expansion 全球擴(kuò)張global marketing co

49、ntrol 全球營(yíng)銷(xiāo)控制global markets 全球市場(chǎng)global niche strategy 全球機(jī)會(huì)戰(zhàn)略global standardization strategy 全球標(biāo)準(zhǔn)化戰(zhàn)略global teenage segment 全球青少年市場(chǎng)globalization 全球化 第 35 頁(yè)，共 94 頁(yè)global-market expansion 全球市場(chǎng)擴(kuò)張goals 總目標(biāo)going-rate/competitive parity pricing 競(jìng)爭(zhēng)性平價(jià)定價(jià)法goods producers 產(chǎn)品制造商Goodyear 固特異輪胎government agencies 政

50、府機(jī)構(gòu)government buyers 政府采購(gòu)者government market 政府市場(chǎng)government regulation 政府管制greenhouse effect 溫室效應(yīng)grey market 灰色市場(chǎng)gross domestic product(GDP)國(guó)內(nèi)生產(chǎn)總值gross margin 毛利gross national product(GNP)國(guó)民生產(chǎn)總值gross profit 毛利gross rating points(GRPs)總級(jí)別指數(shù)group/category product manager 類(lèi)別產(chǎn)品經(jīng) 第 36 頁(yè)，共 94 頁(yè)理growing mar

51、kets 成長(zhǎng)市場(chǎng) growth rate of market 市場(chǎng)增長(zhǎng)率growth stage of product life cycle 產(chǎn)品生命周期的成長(zhǎng)階段growth-extension strategies 增長(zhǎng)擴(kuò)張戰(zhàn)略growth-market strategies for market leaders市場(chǎng)領(lǐng)導(dǎo)者的市場(chǎng)增長(zhǎng)戰(zhàn)略growth-market strategy 成長(zhǎng)性市場(chǎng)戰(zhàn)略growth-market targeting strategy 成長(zhǎng)性市場(chǎng)定位戰(zhàn)略guarantee/warranty 保證/擔(dān)保guarantees 保證Gucci 古琦（世界著名時(shí)裝品牌）H

52、Haagen-Dazs 哈根達(dá)斯hard technology 硬技術(shù)Harvard Business Review 哈佛商業(yè)評(píng)論harvest 收獲 第 37 頁(yè)，共 94 頁(yè)harvesting pricing 收獲定價(jià)法harvesting strategy 收獲戰(zhàn)略health care 醫(yī)療保健health maintenance organizations(HMOs)（美國(guó)）衛(wèi)生保健組織heavy buyer 大客戶(hù)Heileman Brewing CompanyHeinz 亨氏食品helpfulness 有益性Henkel 漢高Hertz 赫茲（美國(guó)汽車(chē)租賃巨頭）Hewlett-

53、Packard 惠普公司hierarchy of strategy 戰(zhàn)略的層次high margin/low-turnover retailers 高利潤(rùn)/低周轉(zhuǎn)率的零售商high market share global strategy 高市場(chǎng)份額全球戰(zhàn)略high-contact service system 高接觸服務(wù)系統(tǒng) 第 38 頁(yè)，共 94 頁(yè)high-involvement product 高參與產(chǎn)品high-involvement purchase 高參與購(gòu)買(mǎi)hight market share 高市場(chǎng)份額戰(zhàn)略Hilton 希爾頓Holiday Inns 假日旅館homogene

54、ous market 同質(zhì)市場(chǎng)Honda 本田household/family life cycle 家庭生命周期household 家庭hybrid technology 混合技術(shù)IIBM 國(guó)際商用機(jī)器idea generation 創(chuàng)意的產(chǎn)生/生成ideas for new products 新產(chǎn)品創(chuàng)意/構(gòu)想idea-screening process 創(chuàng)意篩選過(guò)程identification of segments 識(shí)別細(xì)分市場(chǎng)Illinois Tool Works 伊利諾斯工具廠(chǎng)image pricing 形象定價(jià) 第 39 頁(yè)，共 94 頁(yè)imitative positioning

55、模仿定位imitative strategy 模仿戰(zhàn)略impact evaluation 影響評(píng)估impersonal sources 非個(gè)人的信息來(lái)源implementation and control of marketingprograms 營(yíng)銷(xiāo)計(jì)劃的執(zhí)行和控制implementation 實(shí)施improvements in or revisions of existingproducts 現(xiàn)有產(chǎn)品的改良或修正impulse buying 沖動(dòng)購(gòu)買(mǎi)impulse goods 沖動(dòng)購(gòu)買(mǎi)品incentives 激勵(lì)income 收入increased penetration strategy

56、 增加滲透戰(zhàn)略indirect costing profitability analysis 間接成本盈利性分析individual brand 個(gè)別品牌individual value 個(gè)人價(jià)值 第 40 頁(yè)，共 94 頁(yè)industrial goods&services 工業(yè)產(chǎn)品和服務(wù)industrial goods channels 工業(yè)品分銷(xiāo)渠道industry attractiveness 行業(yè)吸引力industry attractiveness-business positionmatrix 行業(yè)吸引力-業(yè)務(wù)地位矩陣industry dynamics 產(chǎn)業(yè)動(dòng)態(tài)industry ev

57、aluation 產(chǎn)業(yè)評(píng)估industry evolution 產(chǎn)業(yè)演變inelastic 缺乏價(jià)格彈性influencers 影響者infocommunications industry 信息通信行業(yè)infomercials 商業(yè)信息廣告information age 信息時(shí)代information search 信息搜集information technology 信息技術(shù)information 信息informative 告知性的 ingredient 成份in-home personal interview 個(gè)人家庭訪(fǎng)談 第 41 頁(yè)，共 94 頁(yè)in-house use tests

58、內(nèi)部使用測(cè)試innovation 創(chuàng)新innovativeness 創(chuàng)新性installation 設(shè)施in-store display 店內(nèi)展示in-store positioning 店內(nèi)布局in-store promotion 店內(nèi)促銷(xiāo)intangibles 無(wú)形integrated marketing communication plan(IMC)整合營(yíng)銷(xiāo)傳播計(jì)劃integration of perception 感知整合integration 整合Intel 因特爾intensity of market position 市場(chǎng)地位的集中程度intensity 集中程度intensiv

59、e distribution 密集型分銷(xiāo)interactions across multiple target markets 多 第 42 頁(yè)，共 94 頁(yè)目標(biāo)市場(chǎng)間的相互作用interactive media 交互式媒體interest rates 利率internal data sources 內(nèi)部數(shù)據(jù)來(lái)源internal marketing 內(nèi)部營(yíng)銷(xiāo)internal organizational structure 內(nèi)部組織結(jié)構(gòu)international advertising 國(guó)際廣告international channels 國(guó)際分銷(xiāo)渠道international divisio

60、n 國(guó)際分部international marketing 國(guó)際營(yíng)銷(xiāo)international organizational design 國(guó)際組織設(shè)計(jì)internationalization of services 服務(wù)的國(guó)際化introductory stage of product life cycle 產(chǎn)品生命周期的推出階段inventory level 庫(kù)存水平 第 43 頁(yè)，共 94 頁(yè)investor relations advertising 投資關(guān)系廣告issue advertising 觀點(diǎn)廣告JJaquar 美洲豹Jell-O 吉露jobbers 批發(fā)商Johnson&J

61、ohnson 強(qiáng)生joint ventures 合資jury of executive opinion 行政管理人員群體意見(jiàn)法just noticeable difference(JND)恰巧注意到的差異just-in-time(JIT)management system 準(zhǔn)時(shí)制管理體系just-in-time purchasing arrangements 及時(shí)采購(gòu)安排KKao 花王 第 44 頁(yè)，共 94 頁(yè)Keiritsu 凱萊通Kellogg 凱洛格公司Kentucky Fried Chicken(KFC)肯德基key account management 主要客戶(hù)管理key acco

62、unts 關(guān)鍵客戶(hù)key benefits 核心利益key environmental issue identification 確定主要的環(huán)境問(wèn)題key variables 關(guān)鍵變量key/house accounts 關(guān)鍵/機(jī)構(gòu)客戶(hù)Kmart 凱瑪特Kodak 柯達(dá)Komatsu 小松公司Kraft 卡芙Llaboratory tests 實(shí)驗(yàn)室測(cè)試leapfrog strategy 蛙跳戰(zhàn)略learning hierarchy 學(xué)習(xí)層級(jí)結(jié)構(gòu) 第 45 頁(yè)，共 94 頁(yè)legal services 法律服務(wù)legislation 立法legitimate power 法定權(quán)l(xiāng)evel of

63、 compensation 酬金水平level of technical sophistication 技術(shù)的復(fù)雜程度Levi Strauss 李維?史特勞斯Levis 列維斯（全球最大的牛仔服制造商）lexicographic model 詞典編纂模型lifestyle 生活方式limited-service wholesalers 有限服務(wù)的批發(fā)商line extension 產(chǎn)品線(xiàn)擴(kuò)展line filling 產(chǎn)品線(xiàn)填充 line stretching 產(chǎn)品線(xiàn)延伸list price 訂價(jià)Lloyds of London 倫敦勞埃德保險(xiǎn)公司localizaiton strategy 本地

64、化戰(zhàn)略location pricing 場(chǎng)所定價(jià) 第 46 頁(yè)，共 94 頁(yè)location 位置lodging 房屋出租logistical alliances 后勤聯(lián)盟long-term memory 長(zhǎng)期記憶lost customer 失去的顧客Louis Vuitton 路易?威登（法國(guó)著名時(shí)尚品牌）low-contact service system 低接觸服務(wù)系統(tǒng)low-cost defender 低成本防御型low-cost position 低成本地位low-involvement hierarchy 低參與程度層級(jí)結(jié)構(gòu)Lucent Technologies 朗訊科技Mmacr

65、o risks 宏觀風(fēng)險(xiǎn)macroenvironment 宏觀環(huán)境macrosegmentation 宏觀細(xì)分mail-order retailers 郵購(gòu)零售商 第 47 頁(yè)，共 94 頁(yè)maintaining market share 保持市場(chǎng)份額maintenance strategy 保持戰(zhàn)略management overhead 管理費(fèi)mandatory adaptation 強(qiáng)制性適應(yīng)manufacturer brand 制造商/全國(guó)性品牌manufacturers agents/representatives 生產(chǎn)商的代理商/銷(xiāo)售代表manufacturers export ag

66、ents(MEA)制造商出口代理manufacturers sales offices/branches 生產(chǎn)商的銷(xiāo)售辦事處/分支機(jī)構(gòu)manufacturing process 制造過(guò)程manufacturing 制造業(yè)market aggregation strategy 整體市場(chǎng)戰(zhàn)略market attractiveness factors 市場(chǎng)吸引力因素market attractiveness 市場(chǎng)吸引力market attractiveness/business position matrix 第 48 頁(yè)，共 94 頁(yè)市場(chǎng)吸引力/業(yè)務(wù)地位矩陣market circumstances 市場(chǎng)環(huán)境market demorgraphics 市場(chǎng)人口分布/統(tǒng)計(jì)特征market dimension 市場(chǎng)量度market entry strategies 市場(chǎng)進(jìn)入戰(zhàn)略market exclusion 市場(chǎng)排斥market expansion strategy 市場(chǎng)擴(kuò)張戰(zhàn)略market factors 市場(chǎng)因素market followers 市場(chǎng)跟隨者market growth rate