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营销行业常用英语词汇

　导语：营销的本质是抓住用户消费者的需求并快速把需求商品化。下面是我收集整理的有关营销的英语词汇，欢迎参考!

　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

　budgeting 预算

　bundle 捆绑

　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

　cable TV 有线电视

　Cadillac 凯迪拉克

　Campbell's 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

　categorization 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 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

　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

　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 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

　Dell Computers 戴尔计算机公司

　Delta Airlines 三角洲航空公司

　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

　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

　Electrolux 伊莱克斯

　emergency goods 急需品

　Emerson Electric 爱默生电气

　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

　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

　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

　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

;

To choose a background

According to the ministry of commerce business reform development and China chain-like management association in 2006, the investigation and statistics of the "China chain-like management 100 to sales scale 8552 billion yuan, an increase of 25%, social total retail sales of consumer goods are much higher than the growth of 13.7. Total to store 69100 a year-on-year, 57% and eliminate the individual enterprise supernormal development factors, adjusted, and 26 percent increase total store sales scale growth flat. Business area reaches 5170 million square meters, year-on-year growth of 16%. Following the 2005 "chain 100 of its total sales scale the proportion of total retail sales of consumer goods in society after the first breakthrough in 2006, 10% to 11.2% to further improve. These data indicate that the supermarket chain in China is rapid development expands, and gradually become the mainstream of the retail chain retail. Coincided with China people's standard of living rise ceaselessly, used in food and household consumption growing, it again for the supermarket chain to provide food, the commodities and fresh products as the main characteristics of the rapid development of forms laid a foundation. The development of supermarket chain supermarket is mainly for the overall management scale and constructions and management area are percolating upwards. Meanwhile, supermarket formats tend to be further differentiation. For instance in recent years will be part of the supermarket chain supermarket rebuilds the main non-staple food standard.. supermarkets. With the continuous development of supermarket chain, ChaoShiYe formats for goods logistics distribution achieve more variety, many batches, small batch, timely be punctual request is more and more intense, this to provide security for the logistics distribution put forward higher request.

Research purpose and meaning

China's accession to the wto commitments from from December 11, 2004, foreign completely opening up to foreign retailers in Chinese retailing set by district, equity, no restrictions in terms of the quantity, etc, which makes our domestic retail chain enterprise face unprecedented challenges, and chain ChaoShiYe bearing the brunt. Today, the world's largest retail enterprise 50, existing in our country is home to more than 40 subordinate land ", "like wal-mart, carrefour, metro, and other international giant accelerated the pace of domestic expansion again, the development of local ChaoShiYe facing is greater challenges and threats. According to the Shanghai chain management association, a statistics show that stores accounted for just half the number of Shanghai foreign supermarket has accounted for citywide, sales of total sales of large supermarkets, nearly 80% the competitiveness of foreign supermarket than domestic supermarket. ChaoShiYe foreseeable future again, China chain decade will face more intense market competition, the industry of cruel concentration of also is met subsequently raise further, competition will tend to be more internationalization.

The white-hot supermarket chain in the pattern of competition between that same distribution system gradually become the focus of competition. Reasonable logistics distribution can realize "the least link, the shortest distance, the lowest cost and high efficiency". And our country at present although there are a number of chain supermarkets, and formed the self-established distribution center, infantile full of self-supporting perfect distribution mode, but due to distribution scale and logistics facilities and limitations, compared with foreign counterparts overall distribution level is not high, the efficiency of supply and low.

Distribution level has become the measure of a supermarket chain of modern management level is one of the key criteria. And distribution mode reasonable or not directly determine the distribution of level. "Copycat" do distribution is the international level as soon as possible after a method. So, rapid response and zero inventory, supply chain management related content was continuously was introduced into China. But "copycat" even look whether "foreign things serve". At present in China by local supermarket chain about what the distribution model research seems to haven't form system, aiming at China should adopt the supermarket chain of what the distribution model is appropriate also vary, there is no agreement.

For the above situation, I think it is necessary to supermarket chain study of distribution mode, through the analysis of existing typical advantages and disadvantages of distribution mode? Try to make some improvements, hope for the local supermarket chain in search for appropriate enterprise own distribution mode to improve and enhance the existing distribution levels to provide valuable reference.

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