營銷學(xué)管理常用詞匯

140/140第1章第2章AAA.C.Nielson尼爾森市場研究公司absorptionofcosts成本分配accesibility可進(jìn)入性accessoryequipmentmarkets附屬設(shè)備市場accountmanagementpolicies客戶治理策略Acer宏基acquisitionnew-productdevelopmentstrategy新產(chǎn)品開發(fā)收購戰(zhàn)略activity-basedcosting以活動(dòng)為基礎(chǔ)的成本系統(tǒng)adaptability適應(yīng)性adaptationtomarketvariations適應(yīng)市場變化adaptivepositioning適應(yīng)性定位additionstoexistingproductlines現(xiàn)有產(chǎn)品線的增加adequatesize準(zhǔn)確的大小/足夠的規(guī)模administeredverticalmarketingsystems治理式垂直營銷系統(tǒng)administrativerelationships治理關(guān)系adoptercategories采購者的類型adoptionprocess采購過程advertisingandmarketsegmentation廣告與市場細(xì)分advertisingandsalespromotion廣告和銷售促進(jìn)advertisingeffects廣告效果advertisingethics廣告?zhèn)惱淼赖耡dvertisingfeedback廣告反饋advertisingfrequency廣告頻率advertisingmedia廣告媒體advertisingmessage廣告信息advertisingreach廣告同意人數(shù)advertisingsource廣告信息來源advertising廣告aerobicenthusiasts增氧健身運(yùn)動(dòng)愛好者aesthetics美感affinityclub同族俱樂部aftertests事后測(cè)試agentmiddleman代理商agent/merchantmiddleman代理中間商allowance折讓alteration退換AMACodeofEthics美國營銷協(xié)會(huì)職業(yè)道德標(biāo)準(zhǔn)A亞馬遜公司AmericanAirlines美國航空公司AmericanExpress美國運(yùn)通AmericanMarketingAssociation美國營銷協(xié)會(huì)Amoco阿莫科（英國石油公司）analysisofdata數(shù)據(jù)分析analyzerstrategy分析者戰(zhàn)略Anderson安達(dá)信annualmarketingplan年度營銷打算annualrequirementpurchasingarrangement年度采購需求打算anticipatorypositioning預(yù)見性定位anti-pollutionlegislation反污染立法anti-trustlegislation反托拉斯立法AppleComputers蘋果電腦areastructure地區(qū)結(jié)構(gòu)aspiration/expectationlevel渴望/期望水平aspirationsofconsumers消費(fèi)者渴望assurance保證AT&T美國電話電報(bào)公司ATM(automatictellermachine)銀行自動(dòng)柜員機(jī)attitudesofconsumers消費(fèi)者態(tài)度attributes屬性audiences受眾autorepair汽車維修automationservices自動(dòng)服務(wù)automobileindustry汽車產(chǎn)業(yè)autonomy自主權(quán)availability可獲得性/供貨能力avanteguardian前衛(wèi)派Avon雅芳awareness（產(chǎn)品）知曉度/知名度第3章BBbabyboomers嬰兒潮出生的一代人backwardchannelsforrecycling回收的后向渠道backwardintegration后向垂直一體化banneradvertisements橫幅標(biāo)語廣告barcodes條形碼barter實(shí)物交易basicphysicalneeds差不多生理需要Bausch&Lomb博士倫BCGGrow-ShareMatrix波士頓增長-份額矩陣beforetests事前測(cè)試BehaviorScanInformationResourcesInc.行為掃描信息源公司behaviouralanalysis行為分析behaviouralhierarchies行為層級(jí)benchmarking基準(zhǔn)benefitclusters利益群體benefits利益Benz奔馳billing帳單biologicalrevolution生物革命birthrate出生率blanketpurchaseorder一攬子采購合同blind-pairedcomparisontesting雙盲比較測(cè)試Blockbusterbluecollars藍(lán)領(lǐng)BMW寶馬Boeing波音bottomline底線/盈虧一覽結(jié)算線brandawareness品牌意識(shí)/認(rèn)知brandextensions品牌擴(kuò)展brandloyalty品牌忠誠度brandmark品牌標(biāo)志brandname品牌名稱brandpositioning品牌定位brandrecognition品牌識(shí)不brandstrategies品牌戰(zhàn)略brand品牌brandingstrategy品牌化戰(zhàn)略branding品牌化brand'sequity品牌的價(jià)值break-evenanalysis盈虧平衡分析break-evenvolume盈虧平衡產(chǎn)量breathofproductassortment產(chǎn)品線的寬度breathordiversityofproductlines產(chǎn)品線的寬度或多樣性bribery賄賂BritishAirways英國航空公司brokers經(jīng)紀(jì)人budgeting預(yù)算bundle捆綁BureauofCensus人口統(tǒng)計(jì)局BurgerKing漢堡王businesstrengthrating商業(yè)能力評(píng)分businessplan商業(yè)打算businessposition經(jīng)營地位businesssector商業(yè)部門businessservicesmarkets商業(yè)服務(wù)市場businessstrategies經(jīng)營戰(zhàn)略businessunitstrategy經(jīng)營單位戰(zhàn)略BusinessWeek《商業(yè)周刊》buybackallowances回購折讓buybackarrangements產(chǎn)品返銷buyers'bargainingpower買方的討價(jià)還價(jià)能力buyers采購者buyingbehavior購買行為buyingcenter采購中心buyinginertia購買慣性buyingintention購買意圖buyingoffices連鎖商店的進(jìn)貨中心buyingpowerindes(BPI)購買力指數(shù)buyingsituation采購情況/類型buyingtask采購任務(wù)第4章CCcableTV有線電視Cadillac凱迪拉克Campbell'sSoup金寶湯業(yè)公司capitalgains資本收益capitalinvestedinproduct產(chǎn)品投入資本Carnival嘉年華cashcows現(xiàn)金牛類cashdiscounts現(xiàn)金折扣cataloguesales目錄銷售categorizationofperception感知分類categorization分門不類CaterpillarTractor卡特皮勒公司CathayAirlines國泰航空公司CBSRecords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channelalternatives可選擇的營銷渠道channelconflicts渠道沖突channeldecisions渠道決策channelfunctions渠道功能channelinstitutions渠道組織結(jié)構(gòu)channelmanagement渠道治理channelobjectives渠道目標(biāo)channelofdistribution分銷渠道channelpower渠道權(quán)力channel-controlstrategies渠道操縱戰(zhàn)略channel-designdecisions渠道設(shè)計(jì)決策channel-managementdecisions渠道治理決策channelsofcommunication傳播渠道CharlesSnow查爾斯·斯諾Cherokee切諾基chevrolet雪佛萊choicecriteria選擇標(biāo)準(zhǔn)ChristianDior克里斯汀·迪奧（世界著名時(shí)裝品牌）Chrysler克萊斯勒CitiCorp花旗銀行closingasale結(jié)束銷售clothingretailers服裝零售商CNN美國有線新聞網(wǎng)co-branding聯(lián)合品牌codeofethics（職業(yè)）道德標(biāo)準(zhǔn)coercivepower強(qiáng)制權(quán)cognitivedissonance認(rèn)識(shí)的不協(xié)調(diào)Colgate-Palmolive高露潔collectionofdata數(shù)據(jù)收集collection收款co-marketingalliances聯(lián)合營銷聯(lián)盟combinationcompensationplan結(jié)合式薪酬方案Comdex計(jì)算機(jī)展銷會(huì)commercialization商業(yè)化commitment承諾communicationchannels傳播渠道communicationprocess傳播過程communication信息交流/溝通communicationsmedia傳播媒體companypersonnel公司職員Compaq康柏comparativeadvertisements比較廣告comparisonofbrands品牌比較compensationdeals補(bǔ)償處理compensationplan酬金方案compensation/rewards酬金/獎(jiǎng)勵(lì)compensatory補(bǔ)償性的competitionandindustryevolution競爭和行業(yè)演變competition-orientatedpricing競爭導(dǎo)向定價(jià)法competitiveadvantage競爭優(yōu)勢(shì)competitive(supply-side)evolution競爭（供方）演變competitivefactors競爭因素competitiveintelligence競爭情報(bào)/信息competitiveparitypromotionbudgeting競爭均勢(shì)促銷預(yù)算法competitivestrategy競爭戰(zhàn)略competitivestrength競爭優(yōu)勢(shì)/能力competitoranalysis競爭者分析complainthandling投訴處理componentmaterialsandpartsmarkets組成材料和零部件市場computerizedordering計(jì)算機(jī)化的訂購conclusiveresearch確定性研究conditionsofdemand需求情況conflictandresolutionstrategies沖突和解決戰(zhàn)略conformancetospecifications與規(guī)格一致conformance一致性confrontationstrategy對(duì)抗戰(zhàn)略conjointmeasurement聯(lián)合測(cè)度法conjunctivemodel聯(lián)合模型consumerdecision-making消費(fèi)者（購買）決策consumergoodschannels消費(fèi)品分銷渠道ConsumerGoodsPricingAct,USA美國消費(fèi)品定價(jià)法案consumergoods消費(fèi)品consumermarkets消費(fèi)品市場consumerneeds消費(fèi)者需求consumerpackaged-goodsfirms消費(fèi)者包裝食品公司consumerpromotion消費(fèi)者促銷consumertests消費(fèi)者測(cè)試consumer/householdmarket消費(fèi)者/家庭市場consumers'perceptions消費(fèi)者感知consumption消費(fèi)contests競賽contingencyplanning權(quán)變打算contractconstruction契約建筑業(yè)contractmanufacturing契約制造業(yè)contraction/strategicwithdrawalstrategy收縮/戰(zhàn)略性撤退戰(zhàn)略contractualentrymodes契約式進(jìn)入模式contractualverticalmarketingsystems合約式垂直營銷系統(tǒng)contributionmarginanalysis邊際貢獻(xiàn)（貢獻(xiàn)毛利）分析contributrionmargin邊際貢獻(xiàn)controlstrategies操縱戰(zhàn)略conveniencefoodstores便利食品商店conveniencegoods便利品convenience服務(wù)的便利性CoolWhip清涼維普co-operativeadvertising合作性廣告co-ordinationandconflictresolution協(xié)調(diào)與沖突解決co-production合作生產(chǎn)corebenefitproposition(CBP)核心利益方案/提議corollary-datamethod推定數(shù)據(jù)法corporateHQ公司總部corporatescope公司（經(jīng)營）范圍corporatestrategy公司戰(zhàn)略corporateverticalmarketingsystems公司式垂直營銷系統(tǒng)corporate/institutionaladvertising團(tuán)體/社會(huì)公共機(jī)構(gòu)廣告correctiveaction矯正行動(dòng)costanalysis成本分析costeffectiveness成本有效性costleadershipstrategy成本領(lǐng)先戰(zhàn)略costofcapital資本成本costofgoodssold(COGS)產(chǎn)品銷售成本costreductions降低成本產(chǎn)品cost-and-volumerelationship成本-數(shù)量關(guān)系cost-orientedpricing成本導(dǎo)向定價(jià)法cost-plus/mark-uppricing成本加成/溢價(jià)定價(jià)法costsandbenefitsofmarketingfunctions營銷職能的成本和效益costsofcompetitors競爭者成本costsofdistribution分銷成本countertrade對(duì)等貿(mào)易coupons優(yōu)惠券courtesy禮貌coverageofgeographicmarket地域性市場的范圍coverageofrelevantretailers相關(guān)零售商的銷售范圍credibility信譽(yù)creditterms信貸條款criticalassumptions關(guān)鍵假設(shè)cross-elasticity交叉彈性customarypricing適應(yīng)性定價(jià)法customeranalysis顧客分析customercontact顧客接觸customerdemand顧客需求customerintimacy顧客親熱度customerloyalty顧客忠誠度customerneed顧客需要customerorganizationofsalesforce按客戶組織銷售隊(duì)伍customerretention顧客維系/保留customersatisfaction顧客中意度customersegmentpricing顧客細(xì)分市場定價(jià)customerservice顧客服務(wù)customer-orientedpricing顧客導(dǎo)向定價(jià)法customers'perception顧客感知customers'preferences顧客偏好customers'pricesensitivity顧客的價(jià)格敏感度customizing定制第5章DDdatacollection數(shù)據(jù)收集dataconfidentiality數(shù)據(jù)保密dataresearch數(shù)據(jù)研究datasources數(shù)據(jù)來源dealers經(jīng)銷商deceptiveadvertisements欺騙性廣告deciders決策者decliningmarkets衰退市場decoding解碼defectrate缺陷率defenderstrategy防備型戰(zhàn)略defensivenew-productdevelopmentstrategy防備性新產(chǎn)品開發(fā)戰(zhàn)略defensivepositioning防備性定位deliverytime交付時(shí)刻delivery配送DellComputers戴爾計(jì)算機(jī)公司DeltaAirlines三角洲航空公司demandcharacteristics需求特征demandcurve需求曲線demand-orientedpricing需求導(dǎo)向定價(jià)法demographicenvironment人口統(tǒng)計(jì)環(huán)境departmentstores百貨商店dependability可靠性deregulation放松管制deriveddemand衍生需求descriptiveresearch描述性研究designdecisions設(shè)計(jì)決策desiredpercentagemark-uponretail預(yù)期零售利潤率desiredpercentagereturn預(yù)期回報(bào)率determinantattributes關(guān)鍵屬性determinants決定因素differentresponses差不反應(yīng)differentiateddefenderstrategy差異化防備戰(zhàn)略differentiatedmarketing差異化營銷differentiationovertime不同時(shí)刻的差異differentiationstrategy差異化戰(zhàn)略differentiation差異化diffusionofinnovationtheory創(chuàng)新擴(kuò)散理論dimension因素dimensionsofquality質(zhì)量維度directcostingprofitabilityanalysis直接成本盈利性分析directmail直接郵寄directmarketingviaadvertisingmedia通過廣告媒體的直接營銷directmarketing直接營銷directproductprofitability(DPP)直接產(chǎn)品盈利性/利潤率directselling直銷discountrate貼現(xiàn)率discountstores折扣商店discount折扣discount/premiumpricepolicies折扣/溢價(jià)策略discriminantanalysis差異分析法discriminatoryadjustments卑視價(jià)格調(diào)整discriminatorypricingadjustments卑視定價(jià)調(diào)整disjunctivemodel分離模型displayspace陳列空間disposableincome可支配收入dissonance-attributionhierarchy不和諧-歸屬層次結(jié)構(gòu)distributionchanneldesigns分銷渠道設(shè)計(jì)distributionchannelobjectives分銷渠道的目標(biāo)distributionchannel分銷渠道distributiondecisions分銷決策distributionpolicies分銷策略distribution分銷distributor/store(privatelables)brands分銷商/私有品牌distributors分銷商diversification多元化divest撤退divest出讓divestmentorliquidation收回投資或清算dividend紅利dogs瘦狗類domestictargetmarketingstrategies國內(nèi)目標(biāo)市場定位的營銷戰(zhàn)略droppingproducts放棄產(chǎn)品drycleaning干洗dual/twochanneldistributionsystems雙重分銷系統(tǒng)duplication（媒體）重復(fù)DuPont杜邦公司durability耐用性第6章EEearlyvslateadoption早期采購與后期采購earningspershare每股收益economicandtechnologicalfactors經(jīng)濟(jì)技術(shù)因素economicpower經(jīng)濟(jì)權(quán)economiesofscale規(guī)模經(jīng)濟(jì)educationservices教育服務(wù)effectiveness有效性efficiency效率Electrolux伊萊克斯emergencygoods急需品EmersonElectric愛默生電氣emotionalappeals情感訴求empathy移情作用empiricalevidence經(jīng)驗(yàn)性實(shí)例empowerment授權(quán)encoding編碼enduse最終使用endorsement贊同engineering（產(chǎn)品）工程設(shè)計(jì)entrepreneurialstrategy企業(yè)家戰(zhàn)略entrystrategies進(jìn)入戰(zhàn)略environmentandpackagingdisposal環(huán)境與包裝處理environmentfactors環(huán)境因素environmentalscanning環(huán)境掃描/分析environmentalstrategy環(huán)境戰(zhàn)略establishment機(jī)構(gòu)ethicalaudit（公司）倫理審計(jì)ethicsofmarketing營銷倫理道德ethniccomposition種族構(gòu)成EuropeanCommunity歐共體evaluationandrewardsystems評(píng)估與獎(jiǎng)勵(lì)體系evaluationandselectionofsupplier評(píng)估和選擇供應(yīng)商evaluationofalternatives評(píng)估替代品/各種選擇evaluationofbrands品牌評(píng)估eventsponsorship事件贊助event活動(dòng)everydaylow-price(EDLP)天天低價(jià)evokedset引發(fā)的組合evolutionofmarket市場演變exchange交換exclusivedealing獨(dú)家銷售exclusivedistribution獨(dú)家分銷executivesummary執(zhí)行摘要exhibitionmedia展示廣告媒體existingmarket現(xiàn)有市場exitbarriers退出壁壘expansionpath擴(kuò)張途徑expectationmeasures（顧客）預(yù)期測(cè)度expectationsofcustomers顧客期望expectedunitsales可能產(chǎn)量expectedvalue期望價(jià)值experiencecurve經(jīng)驗(yàn)曲線experimentalresearch實(shí)驗(yàn)性研究expertpower專長權(quán)exploratoryresearch探究性研究exportagents出口代理（商）exportjobbers出口批發(fā)商exportmanagementcompany出口治理公司exportmerchants出口貿(mào)易商export出口exporting出口商品extendedusestrategy擴(kuò)大使用戰(zhàn)略extendingvolumegrowth擴(kuò)大市場份額externaldatasources外部數(shù)據(jù)來源externalenvironment外部環(huán)境extrapolationofpastsalestrends過去銷售趨勢(shì)推測(cè)法第7章FFfacilitatingagencies輔助/中介機(jī)構(gòu)factoranalysis因素分析法fads時(shí)尚familybranding家族品牌familylifecycle家庭生命周期familystructure家庭結(jié)構(gòu)farmproducts農(nóng)產(chǎn)品fast-movingconsumergoods(FMCG)快速變動(dòng)的消費(fèi)品fearappeals恐懼/顧慮訴求features特征FederalDepartmentStores聯(lián)邦百貨商店FederalTradeCode（FTC)聯(lián)邦貿(mào)易法案FedEx(FederalExpress)聯(lián)邦快遞feedbackdata反饋數(shù)據(jù)fieldtestmarketing實(shí)地市場測(cè)試financing融資fisheries漁業(yè)fitandfinish結(jié)實(shí)度與外觀fixedcosts固定成本fixedsalary固定工資flankerstrategy側(cè)翼進(jìn)攻戰(zhàn)略flanker/fightingbrand戰(zhàn)斗品牌flankingandencirclementstrategies側(cè)翼進(jìn)攻與圍堵戰(zhàn)略flatorganizationalstructure扁平的組織結(jié)構(gòu)FOBoriginpricingFOB產(chǎn)地定價(jià)法focusstrategy集中戰(zhàn)略followers追隨者Ford福特公司foreignmiddlemen國外中間商forestry林業(yè)formalization形式/規(guī)范化formulate制定fortress/position-defencestrategy防備堡壘戰(zhàn)略Fortune《財(cái)寶》雜志forwardintegration向前一體化franchisesystems特許系統(tǒng)franchising特許經(jīng)營freecallnumbers免費(fèi)電話號(hào)碼freegoods免費(fèi)商品freight-absorptionpricing免收運(yùn)費(fèi)定價(jià)法fringebenefits小額津貼frontalattackstrategy正面進(jìn)攻戰(zhàn)略fullcostingprofitabilityanalysis全成本盈利性分析full-servicewholesalers全方位服務(wù)的批發(fā)商functionalcompetenciesandresourceallocation職能能力與資源分配functionalefficiency職能效率functionalorganizationofsalesforce按銷售職能組織銷售隊(duì)伍functionalorganizationalstructure職能型組織結(jié)構(gòu)functionalperformance功能性能functionalstrategy職能戰(zhàn)略第8章GGgames競賽gap差距gatekeepers信息傳遞者generalbehavioraldescriptors一般行為變量GeneralElectric(GE)通用電氣GeneralFoodsCorporation通用食品generalmerchandisediscountchains大眾商品折扣連鎖店GeneralMotors通用汽車geodemographics區(qū)域人口統(tǒng)計(jì)特征geographicadjustments地理調(diào)整geographicdistribution地理分布geographicalorganizationofsalesforce按地區(qū)組織銷售隊(duì)伍Gillette吉列剔須刀globaladjustments全球調(diào)整globaleliteconsumersegment全球精英消費(fèi)品市場globalexpansion全球擴(kuò)張globalmarketingcontrol全球營銷操縱globalmarkets全球市場globalnichestrategy全球機(jī)會(huì)戰(zhàn)略globalstandardizationstrategy全球標(biāo)準(zhǔn)化戰(zhàn)略globalteenagesegment全球青青年市場globalization全球化global-marketexpansion全球市場擴(kuò)張goals總目標(biāo)going-rate/competitiveparitypricing競爭性平價(jià)定價(jià)法goodsproducers產(chǎn)品制造商Goodyear固特異輪胎governmentagencies政府機(jī)構(gòu)governmentbuyers政府采購者governmentmarket政府市場governmentregulation政府管制greenhouseeffect溫室效應(yīng)greymarket灰色市場grossdomesticproduct(GDP)國內(nèi)生產(chǎn)總值grossmargin毛利grossnationalproduct(GNP)國民生產(chǎn)總值grossprofit毛利grossratingpoints(GRPs)總級(jí)不指數(shù)group/categoryproductmanager類不產(chǎn)品經(jīng)理growingmarkets成長市場growthrateofmarket市場增長率growthstageofproductlifecycle產(chǎn)品生命周期的成長時(shí)期growth-extensionstrategies增長擴(kuò)張戰(zhàn)略growth-marketstrategiesformarketleaders市場領(lǐng)導(dǎo)者的市場增長戰(zhàn)略growth-marketstrategy成長性市場戰(zhàn)略growth-markettargetingstrategy成長性市場定位戰(zhàn)略guarantee/warranty保證/擔(dān)保guarantees保證Gucci古琦（世界著名時(shí)裝品牌）第9章HHHaagen-Dazs哈根達(dá)斯hardtechnology硬技術(shù)HarvardBusinessReview《哈佛商業(yè)評(píng)論》harvest收獲harvestingpricing收獲定價(jià)法harvestingstrategy收獲戰(zhàn)略healthcare醫(yī)療保健healthmaintenanceorganizations(HMOs)（美國）衛(wèi)生保健組織heavybuyer大客戶HeilemanBrewingCompanyHeinz亨氏食品helpfulness有益性Henkel漢高Hertz赫茲（美國汽車租賃巨頭）Hewlett-Packard惠普公司hierarchyofstrategy戰(zhàn)略的層次highmargin/low-turnoverretailers高利潤/低周轉(zhuǎn)率的零售商highmarketshareglobalstrategy高市場份額全球戰(zhàn)略high-contactservicesystem高接觸服務(wù)系統(tǒng)high-involvementproduct高參與產(chǎn)品high-involvementpurchase高參與購買hightmarketshare高市場份額戰(zhàn)略Hilton希爾頓HolidayInns假日旅館homogeneousmarket同質(zhì)市場Honda本田household/familylifecycle家庭生命周期household家庭hybridtechnology混合技術(shù)第10章IIIBM國際商用機(jī)器ideageneration創(chuàng)意的產(chǎn)生/生成ideasfornewproducts新產(chǎn)品創(chuàng)意/構(gòu)想idea-screeningprocess創(chuàng)意篩選過程identificationofsegments識(shí)不細(xì)分市場IllinoisToolWorks伊利諾斯工具廠imagepricing形象定價(jià)imitativepositioning模仿定位imitativestrategy模仿戰(zhàn)略impactevaluation阻礙評(píng)估impersonalsources非個(gè)人的信息來源implementationandcontrolofmarketingprograms營銷打算的執(zhí)行和操縱implementation實(shí)施improvementsinorrevisionsofexistingproducts現(xiàn)有產(chǎn)品的改良或修正impulsebuying沖動(dòng)購買impulsegoods沖動(dòng)購買品incentives激勵(lì)income收入increasedpenetrationstrategy增加滲透戰(zhàn)略indirectcostingprofitabilityanalysis間接成本盈利性分析individualbrand個(gè)不品牌individualvalue個(gè)人價(jià)值industrialgoods&services工業(yè)產(chǎn)品和服務(wù)industrialgoodschannels工業(yè)品分銷渠道industryattractiveness行業(yè)吸引力industryattractiveness-businesspositionmatrix行業(yè)吸引力-業(yè)務(wù)地位矩陣industrydynamics產(chǎn)業(yè)動(dòng)態(tài)industryevaluation產(chǎn)業(yè)評(píng)估industryevolution產(chǎn)業(yè)演變inelastic缺乏價(jià)格彈性influencers阻礙者infocommunicationsindustry信息通信行業(yè)infomercials商業(yè)信息廣告informationage信息時(shí)代informationsearch信息搜集informationtechnology信息技術(shù)information信息informative告知性的ingredient成份in-homepersonalinterview個(gè)人家庭訪談in-houseusetests內(nèi)部使用測(cè)試innovation創(chuàng)新innovativeness創(chuàng)新性installation設(shè)施in-storedisplay店內(nèi)展示in-storepositioning店內(nèi)布局in-storepromotion店內(nèi)促銷intangibles無形integratedmarketingcommunicationplan(IMC)整合營銷傳播打算integrationofperception感知整合integration整合Intel因特爾intensityofmarketposition市場地位的集中程度intensity集中程度intensivedistribution密集型分銷interactionsacrossmultipletargetmarkets多目標(biāo)市場間的相互作用interactivemedia交互式媒體interestrates利率internaldatasources內(nèi)部數(shù)據(jù)來源internalmarketing內(nèi)部營銷internalorganizationalstructure內(nèi)部組織結(jié)構(gòu)internationaladvertising國際廣告internationalchannels國際分銷渠道internationaldivision國際分部internationalmarketing國際營銷internationalorganizationaldesign國際組織設(shè)計(jì)internationalizationofservices服務(wù)的國際化introductorystageofproductlifecycle產(chǎn)品生命周期的推出時(shí)期inventorylevel庫存水平investorrelationsadvertising投資關(guān)系廣告issueadvertising觀點(diǎn)廣告第11章JJJaquar美洲豹Jell-O吉露jobbers批發(fā)商Johnson&Johnson強(qiáng)生jointventures合資juryofexecutiveopinion行政治理人員群體意見法justnoticeabledifference(JND)恰巧注意到的差異just-in-time(JIT)managementsystem準(zhǔn)時(shí)制治理體系just-in-timepurchasingarrangements及時(shí)采購安排第12章KKKao花王Keiritsu凱萊通Kellogg凱洛格公司KentuckyFriedChicken(KFC)肯德基keyaccountmanagement要緊客戶治理keyaccounts關(guān)鍵客戶keybenefits核心利益keyenvironmentalissueidentification確定要緊的環(huán)境問題keyvariables關(guān)鍵變量key/houseaccounts關(guān)鍵/機(jī)構(gòu)客戶Kmart凱瑪特Kodak柯達(dá)Komatsu小松公司Kraft卡芙第13章LLlaboratorytests實(shí)驗(yàn)室測(cè)試leapfrogstrategy蛙跳戰(zhàn)略learninghierarchy學(xué)習(xí)層級(jí)結(jié)構(gòu)legalservices法律服務(wù)legislation立法legitimatepower法定權(quán)l(xiāng)evelofcompensation酬金水平leveloftechnicalsophistication技術(shù)的復(fù)雜程度LeviStrauss李維·史特勞斯Levi's列維斯（全球最大的牛仔服制造商）lexicographicmodel詞典編纂模型lifestyle生活方式limited-servicewholesalers有限服務(wù)的批發(fā)商lineextension產(chǎn)品線擴(kuò)展linefilling產(chǎn)品線填充linestretching產(chǎn)品線延伸listprice訂價(jià)Lloyd'sofLondon倫敦勞埃德保險(xiǎn)公司localizaitonstrategy本地化戰(zhàn)略locationpricing場所定價(jià)location位置lodging房屋出租logisticalalliances后勤聯(lián)盟long-termmemory長期經(jīng)歷lostcustomer失去的顧客LouisVuitton路易·威登（法國著名時(shí)尚品牌）low-contactservicesystem低接觸服務(wù)系統(tǒng)low-costdefender低成本防備型low-costposition低成本地位low-involvementhierarchy低參與程度層級(jí)結(jié)構(gòu)LucentTechnologies朗訊科技第14章MMmacrorisks宏觀風(fēng)險(xiǎn)macroenvironment宏觀環(huán)境macrosegmentation宏觀細(xì)分mail-orderretailers郵購零售商maintainingmarketshare保持市場份額maintenancestrategy保持戰(zhàn)略managementoverhead治理費(fèi)mandatoryadaptation強(qiáng)制性適應(yīng)manufacturerbrand制造商/全國性品牌manufacturers'agents/representatives生產(chǎn)商的代理商/銷售代表manufacturers'exportagents(MEA)制造商出口代理manufacturers'salesoffices/branches生產(chǎn)商的銷售辦事處/分支機(jī)構(gòu)manufacturingprocess制造過程manufacturing制造業(yè)marketaggregationstrategy整體市場戰(zhàn)略marketattractivenessfactors市場吸引力因素marketattractiveness市場吸引力marketattractiveness/businesspositionmatrix市場吸引力/業(yè)務(wù)地位矩陣marketcircumstances市場環(huán)境marketdemorgraphics市場人口分布/統(tǒng)計(jì)特征marketdimension市場量度marketentrystrategies市場進(jìn)入戰(zhàn)略marketexclusion市場排斥marketexpansionstrategy市場擴(kuò)張戰(zhàn)略marketfactors市場因素marketfollowers市場跟隨者marketgrowthrate市場增長率markethirarchy市場等級(jí)marketinclusion市場納入marketleaders市場領(lǐng)導(dǎo)者marketmeasurement市場測(cè)量marketopportunityanalysis市場機(jī)會(huì)分析marketoriented以市場為導(dǎo)向的marketpositionfactors市場地位因素marketpositioninganalysis市場定位分析marketpotentialmeasurements市場潛力測(cè)度marketresearch市場研究marketsegment細(xì)分市場marketsegmentation市場細(xì)分marketshare市場份額markettargeting目標(biāo)市場選擇market市場marketability市場開拓能力mark