市场营销专业术语英文版大全

（市场营销中的客户、产物、价格、分销、促销）

Market 市场

Demand 需求

Derived demand 派生需求

Inelastic demand 缺少弹性

Needs 需要

Want 愿望

Marketing 市场营销

Marketer 营销人

Goods 商品

Service 办事

Marketing concept 市场营销看法

Enterprise strategy 企业计谋

Mission statement 企业使命说明书

Marketing information 营销信息

Marketing research 市场调研

Descriptive research 描写性调研

Interpretive research 诠释性调研

Market demand 市场需求

Quantitative forecasting 定量猜测

Qualitative forecasting 定性猜测

Marketing attractiveness 市场吸引力

Business attractiveness 营业气力

Market penetration 市场渗透

Market development 市场开辟

Intensive growth strategy 麋集型增加战略

Diversification growth strategy 多角化增加战略

Concentric diversification 齐心多角化

Horizontal diversification 水平多角化

Conglomeration diversification 复合多角化

Integrative growth strategy 一体化增加战略

Forward integration 向前一体化

Backward integration 向后一体化

Horizontal integration 水平一体化

Capital gains 本钱收益

Blanket purchase order 一揽子采购条约

Bottom line 底线/盈亏一线结算表

Marketing organization 市场营销型构造

Organization of corporation and business unit 公司和奇迹部型构造

Organization market 构造市场

Business market 企业市场

Non-profit organization market 非盈利构造

Business sector 贸易部分

Marketing environment 市场营销情况

Micro environment 微观情况

Macro environment 宏观情况

Market opportunity 市场机遇

Market competition 市场合作

Perfect competition 完全合作

Imperfect competition 非完全合作

Monopolistic competition 把持合作

Market leader 市场带领者

Market challenger 市场应战者

Market follower 市场跟随者

Market niche 市场补缺者

Accessibility 可进入性

Marketing strategy 市场营销计谋

Marketing management philosophy 市场营销看法

Undifferentiated marketing tactics 无差别市场计谋

Differentiated marketing tactics 差别性市场计谋

Concentrated marketing tactics 集合性市场战略

Marketing management 市场营销治理

Marketing mix 市场营销组合

Marketing planning 市场营销计划

Marketing program 市场营销计划

Marketing controlling 市场营销控制

Market segmentation 市场细分

Target market 方针市场

Marketing positioning 市场定位

Market targeting strategy 方针市场战略

Exchange and transaction 交换和买卖

Boston matrix 波士顿矩阵

Blind-paired comparison testing 双盲比力测试

Break-even analysis 盈亏平衡分析

Break-even volume 盈亏平衡产量

Business strength rating 贸易才能评分

1.1 Customer 顾客

Attitude of consumers 消耗者态度

Attitude 态度

audience composition 受众组成

audience share 受众占有率

Baby boomer 婴儿潮一代人

Basic physical needs 根基心理需求

Behavioural analysis 行为分析

Benefit clusters 好处群体

BPI buying power index 采办力指数

Buyers 采办者

Buying behavior 采办行为

Buying inertia 采办惯性

Buying intention 采办意图

Chameleons/followers 变色龙/跟从者

Culture 文化

Customer behavior 消耗者行为

Customer delivered value 顾客让渡代价

Customer satisfaction 顾客满足

Customer satisfaction 顾客满足度

Deciders 决议者

Demographics 生齿统计身分

Gatekeeper 控制者

Influencers 影响者

Initiators 倡议者

Life style 生活方式

Moods 情感

Motive 动机

Perception 知觉

Personality 本性

Public 公众

Reference group 参照群体

Reference group 相关群体

Role stereotype 脚色模子

Self-concept 自我概念

Social class 社会阶级

Subculture 亚文化

Target market 方针市场

Total customer cost 顾客总本钱

Total customer value 顾客总代价

Users 利用者

1.2 Product 产物

Actual product 形式产物

Augmented product 延长产物

Bundle 绑缚

Categorization of perception 感知分类

Categorization 分门别类

Centralization 集合化

Commercialization 贸易化

Core product 焦点产物

Decline stage 衰退期

Development stage 开辟期

Durable goods 耐用品

Expected product 期望产物

Growth stage 长大期

Introduction stage 引进期

Maturity stage 成熟期

Nondurable goods 非耐用品

Packaging strategy 包装战略

Potential product 潜伏产物

Product concept 产物概念

Product item 产物项目

Product life cycle 产物生命周期

Product line 产物线

Product mix consistency 产物组合关联度

Product mix depth 产物组合深度

Product mix length 产物组合长度

Product mix 产物组合

Supplementary product 附加产物

1.3 Price 价格

Competition-driven pricing 合作导向定价

Cost-driven pricing 本钱导向定价

Demand- driven pricing 需求导向定价

Discrimination pricing 不同定价

Fetch-in pricing 招来定价

Going-rate pricing 通行价格定价法

Integer pricing 整数定价

Mantissa pricing 尾数定价

Neutral pricing 满足定价

Penetration pricing 渗透定价

Perceived-value pricing 认知代价定价

Prestige pricing 名誉定价

Skim pricing 撇脂定价

Target-return pricing 方针收益定价

Value pricing 代价定价

1.4 Channel 渠道

Adopter process 采购进程

Allowance 折让

Alternation 退换

Availability 可获得性/供货才能

Barter 实物买卖

Brokers 掮客人

Buyback allowance 回购折让

Buyback arrangements 产物返销

Buyers’bargaining power 买方的讨价讨价才能

Buying task 采购使命

Channel alternatives 可挑选的营销渠道

Channel conflict 渠道抵触

Channel conflicts 渠道抵触

Channel institutions 渠道构造结构

Closing a sale 竣事销售

Coercive power 强迫权

Collection 收款

Commitment 许诺

Distribution channel 分销渠道 （channel of distribution）

Exclusive distribution 独家分销

Intensive distribution 麋集分销渠道

Intermediate 中心商

Physical distribution 实体分派

Sales channel 销售渠道

1.5 Promotion 促销

Advertising effect 广告结果

Advertising feedback 广告反应

Advertising frequency 广告频次

Advertising message 广告信息

Advertising objective 广告方针

Advertising resource 广告信息来历

Advertising 广告

Affordable method 量力支出法

Atmosphere 氛围

Budget 预算

Communication channel 传布渠道

Communication process 传布进程

Competitive-parity method 合作对手对等法

Emotional APPeals 感情诉求

Event 时候

Information advertising 奉告广告

Mass media 公共媒体

Moral appeals 道德诉求

Objective-task method 方针使命法

Percentage-of-sales method 销售额百分比法

Personal selling 职员倾销

Persuasive advertising 劝说广告

Promotion policies 促销战略

Public relations 公关

Rational appeals 理性诉求

Reminder advertising 提醒广告

Sales promotion 营业推行

一、Overview

Action plan 履行计划

Add value 附加代价

Analysis Tools 分析工具

Announcement 通告

Annual Report 年报

Appeals诉求; Emotional Appeals 感性诉求, Rational Appeals 理性诉求

AS Account Service 客户办事

Background 布景

Bidding 竞标

Big idea 大创意

Bio小我简历

Brainstorming 脑筋风暴

Brief 工作简报

Briefing情况先容

Buzz Marketing 蜂鸣营销/WOM/口碑营销

Category 种别

Chart 幻灯片中的页面

Client 客户

COB Close of Business 工作日竣事时

Code of Conduct行为原则

Code of Ethics 职业道德

Competition 合作力

Competitor合作对手

Confidential 保密的、机密的

Confidential Items保密条目

Consultant顾问

Consumer Insights 消耗者洞察

Coordination Communicating调和相同

Core Competitiveness焦点合作力

Cost Control本钱控制

Cost Management本钱治理

Coupon 优惠券

Deadline 结点

DEMO demonstration 演示

Diagnosis诊断

Effective Communications有用传布

Employee Compensation员工薪酬

Employee Relations员工关系

Ethics of the Profession 职业道德

Execution 履行

FAQ frequently asked questions 常见题目回答

FYI/FYR For Your Information / For Your Reference 供参考

IA Information Architecture 信息架构

IM Instant Messenger 立即通讯

IM Integrated Marketing 整合行销/整合营销

IMC (Integrated Marketing Communications)整合营传布

Implementation实施

Insight 洞察

Interactive Marketing/Advertising 互动营销/广告

Internal Communications System内部传布系统

Job Evaluation绩效考核

KPI Key Performance Indicator/Key Performance Index 关键绩效目标

LA（ Large Account） 大客户

LE （Large Enterprise）大客户

Local Agency/Advertising 外乡代理商/外乡广告公司/地方广告公司

MB（Medium business） 中客

Meeting Agenda会议议程

Meeting Minutes 会议记录

Methodology方式论

Objective 方针

Pre-evaluation 预评价

Preface前言

Questionnaire调盘问卷

Quotation 报价/援用

Recommendatory 保举信

Recruitment招募

Reference参考材料

Schedule 工作进度计划表, 日程放置

Slide 幻灯片

Summary 简介、概述

Synopsis提要总结

Target audience 方针受众

Task Marketing使命营销

TBD （To be Detail）需更具体信息

Planning Phase 策划阶段

Initiating Phase 初始阶段

Executing Phase 履行阶段

controlling Phase 控制阶段

Closing Phase竣事阶段

Client Relations客户关系

Client Database Management客户数据治理

Client Oriented Strategy客户导向计谋

Client Relations Management客户治理治理

Client Relations Development System客户关系开辟系统

Client Relations Evaluation System客户治理评价系统

Client Relations Maintenance System客户关系保护系统

Client Relations Management System客户关系治理系统

Client Relations Precaution System客户治理预警系统

Client Relations Supporting System客户治理支持系统

Client Satisfaction Management客户满足度治理

Client Satisfaction Management客户满足度治理

Consumer Buying Process 顾客采办进程

Consumer Database顾客数据

Consumer Orientation消耗者导向

Consumers/Dealers Assembly用户/经销商大会

Retainer持久客户

二、Branding

Audience Awareness 公众认知度

Background Analysis 布景分析

Background material 布景材料

Bar code 条形码

Before test 事前测试

Benchmarking 基准

Blanket family brand 同一品牌

Brand awareness 品牌著名度

Brand Communications Strategy品牌传布计谋

Brand designing 品牌设想

Brand equity 品牌资产

Brand extension 品牌延长

Brand Loyalty 品牌虔诚度

Brand management 品牌治理

Brand mark 品牌标志

Brand name 品牌称号

Brand naming 品牌命名

Brand Planning/Designing品牌策划/设想

Brand Positioning Survey品牌定位观察

Brand positioning 品牌定位

Brand Promotion 品牌推行

Brand recognition 品牌识别

Branding decision 品牌决议

Branding strategy 品牌化计谋

Branding 品牌化

Brand-sponsor decision 品牌利用者决议

Buzz Marketing 蜂鸣营销/口头宣传营销/和WOM类似

Culture/ tension point 品牌点

Carnival 嘉韶华

Co-branding 合作品牌

Contact management 打仗治理

Cultural marketing 文化营销

Exhibition marketing 会展营销

Individual brand 个体品牌

Integrated marketing communication 整合营销传布

Internet Communications收集传布

Internet Media Communications 网媒传布

Interpersonal Communications人际传布

Mindshare 品牌影响力份额

Multi-brands 多品牌

Relationship marketing 关系营销

Slogan 口号/口号/广告语

Strategy 计谋/战略

TA Target Audience 方针受众

Viral Marketing 病毒式营销/病毒性营销

Vision愿景

Word-of-mouth Communication WOM/口碑传布

三、Advertising

AD Exchange 广告买卖平台

advertising impression 广告印象

advertising response curve 广告反应曲线

AdWords Google 的关键词竞价广告

animatic 样片

API Application Programming Interface 利用法式编程接口/利用法式界面

Appeal Point 诉求点

attention value 留意度

audience 受众

Banner Ad 横幅广告

body copy 正文

bold face 粗体

brand development index 品牌开辟指数

bursting 集合式

Button Ad图标广告

Campaign 广告活动

casting brief 表演纲领

CF Commercial Film 广告影片

CF Commercial Film 影视广告

Click Rate 点击率

cognition 认知

Communication Model 传布形式

Communications Management 传布治理

Communications Regions传布地域

Communications Strategy传布计谋

Competitive Presentation 比稿

Core message 焦点信息

corporate identity advertising 企业识别广告

cost efficiency 本钱效益

CPA Cost Per Action 每次行动本钱

CPC Cost Per Click 点击本钱

CPM Cost Per Thousand Impression 千人本钱

CPP Cost Per Purchase 每采办本钱

CPR Cost Per Response 每回应本钱

CPS Cost Per Sales 每销售本钱

CPT Cost Per Time 按时候本钱

CR Conversion Rate 转化

CTR Click-Through-Rate 点击经过率

demonstration 粉饰

Digital Marketing 数字营销

distribution objectives 散布方针

DMP Data-Management Platform 数据治理平台

DSP Demand-Side Platform 需求方平台广告：需求方（DSP）提出广告需求，由买卖平台（Ad Exchange）毗连供给平台（SSP），经过数据治理平台（DMP）找到精准用户，实时竞价（RTB）计较出该次广告展现需求方需要出的价格。

E-Commerce 电子商务

EDM Electronic Direct Marketing 电子邮件营销

fact-based thinking 究竟性思维

Feeds 信息流广告

hook 吸引技能

Interactive Design/Interaction DesigInteractive Marketing/Advertising 互动营销/广告

IP Internet Protocol 自力IP数

Layout 构图

media planning 前言策划

media vehicles 前言载体

Online Advertisement 线上广告

Online Communications线上传布

Online Marketing Communications 线上营销传布

Online media收集媒体

Online Roadshow 网上路演

Online Survey网上观察

Presentation 提案

PR值 Page rank 网页级别

Public Service Advertising 公益广告

PV Page View 阅读量/拜候量

ROI Return On Investment 投资回报率

RTB Real Time Bidding 实时竞价

SEM Search Engine Marketing 搜索引擎营销

SEO Search Engine Optimization 搜索引擎优化

subhead 副题目

tagline 题目句

testimonial 正言

text 正文

theme line 主题句

Tone & manner 气概和基调

Traffic 流程

TVC TV Commercial 电视广告

UCD User Centered Design 以用户为中心的设想

UE/UX User Experience 用户体验

UED User Experience Design 用户体验设想

URL Uniform Resource Locator 同一资本定位、网址

UV Unique Visitor/User 自力访客

verbal 笔墨的

四、PR

Advertorial 软文

Budget 预算

Campaign 公关或营销活动

Case study案例研讨

CEO Reputation Management CEO声誉治理

CEO's Arrangement CEO接待

circulation 刊行量

Clipping Report剪报报告

CMS Content Management System 内容治理系统

Communications Kit消息夹

Community Relations社区关系

Copywriter 文案

Copywriting公关文案

Core Media焦点媒体

Corpor Corporation Image 企业形象片

Corporate Affairs企业事务

Corporate Image企业形象

Corporate Profile公司简介

Corporate Reputation企业声誉

Corporate Video 宣传片

Creative Pyramid 创意金字塔

Credential公司或小我简介

Crisis Control 危机控制

Crisis Management危机治理

Crisis Research危机研讨

Crisis Statement危机声明

Customer testimonial客户证言

Domain Name Registration 域名注册

Editorial Calendar媒体刊登计划

Feature article 深度文章

feature articles 特写

Feature文章范例中的通讯

Glossary辞汇表

Government Affairs政府事务

Government PR 政府公关

Government Relations政府关系

Govt （Government） 政府

House Ads 自我形象广告/自家广告

Interview 专访或口试

Introduction Lantern宣传幻灯

Investor Relations投资者关系

Invitation Letter 约请

Journalist记者

Key Media关键媒体

Key Messages 关键信息

KV Key Visual 主视觉, 主画面

Lobby游说

Logo标识

Long Term Program持久项目

Media Analysis媒体分析

Media Communications Strategy媒体传布计谋

Media Communications媒体传布

Media Coverage 媒体覆盖率

Media Inquiry媒体垂询

Media Kit媒体材料包

Media List媒体名单

Media Monitor媒体监测

Media Relations前言关系

Media Research媒体研讨

Media Tour媒体造访或媒体外出巡游

Media媒体

MI（Media Index)企业媒体名誉指数

Negative Report负面报道

New Product Launch新产物公布

News Clipping消息剪报

News Release消息公布

news/press release 消息简报

Newsletter通讯

No-profit PR 非营利机构公关

Offering 办事内容

Opinion Leader言论魁首

OV（One Voice）一个声音

Polish文案润饰

POP Point Of Purchase 卖点广告

PPM Pre-Production Meeting 拍摄/建造前会议

PR Agency公关公司

PR Consulting Market公关顾问办事市场

PR Evaluation公关评价

PR Guideline公关方针

PR Management Working Code公关治理工作原则

PR Procedure公关流程

PR Proposal公关倡议书

Press Conference消息公布会

Press Kit媒体消息夹

Press Release消息稿

press/media kit 传媒工具

Procurement Management预警治理

Script 故事剧本

Showreel 作品集视频

Social Activities社会活动

Social Responsibility社会义务

SOV （Share of Voice）

Spam 渣滓信息

Speaking with One Voice 用一个声音措辞

Stickiness 粘性

Story Board 故事版

Story Line 故事纲领

Streaming 流媒体

Voice share 曝光信息份额

WBS Work Breakdown Structure 工作分化结构

Website Construction网站扶植

五、Event

Fact Sheet材料

advertising specialty 广告礼物

booth 展台

Briefing Kit材料包

Bulletin通告栏

Bundle 附赠品

Celebration 庆典活动

Datasheet宣传页

Decoration 现场安插（装潢）

Demo Booth 产物演示台

Event Management事务治理

Event Planning 事务策划

Event事务、活动

Flyer 宣传单页

Follow-up跟进

Forum 论坛

Graphics图形文件

Incentive Plan激励计划

Keynote Speaker主题演讲人

Keynote Speech主题演讲

Lucky Draw 抽奖

MC（Master of Ceremonies）主持人

Merchandise促销物品

Miscellaneous 杂费

Multifunctional Task Force多职能使命小组

On Site现场

OOP（Out-of-Pocket）杂费、平常工作发生的本钱

Open-day Visits开放日参观

Outsourcing 外包

Post Event 善后工作

Poster 海报

Postmortem 会后书面的简短总结报告

Postscript后记

Pre Event前期工作

premiums 奖品

Presentation 演示、陈说

Project Life Cycle项陌生命周期

Project Management项目治理

Project Owner项目拜托人

Project Title项目题目

Project公关项目

Proposal公关倡议书

Rehearsal预演、彩排

Report报告

Roadshow巡展、路演

Scope Management范围治理

Seminar钻研会

Shareholders好处关系人

Simultaneous interpretation同声传译

Source Materials客户供给的帮助材料

Souvenirs & Gifts 纪念品和礼物

Spokes Person Tips讲话人技能

Spokesperson讲话人

Sponsorship Planning援助策划

Sponsorship 援助

take-ones 优惠增券

Theme 主题

thumbnail 小样

Time Management治理

Time Sheet时候治理表

trade shows 贸易展现会

Vendor 供给商

venue marketing 赛场营销

Venue 会议地址

Whitepaper白皮书

Workshops工作钻研

六、inbound marketing

Closed Loop Reporting – A way to measure the impact of marketing activities on revenues.

Content Marketing – The creation and sharing of content for the purpose of promoting a product or service

Conversion – A specific event that represents the goal of a landing page

Conversion Path – A specific online path offered to web visitors after clicking on a landing page

Conversion Rate – The primary success metric for landing pages Demand Generation – The function of a B2B marketing

department that creates demand for your product or service

Landing Page – A web page that a user encounters after clicking on a link from a search engine, advertisement, email or other marketing vehicle

Lead Nurturing – The process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready

Marketing Asset – A piece of marketing content (e.g. whitepapers, videos, newsletters, webinars, etc.) used to educate and generate interest for a company’s products or services

Marketing Automation – The use of technology to manage and automate the process of converting prospective customers into actual buyers

Marketing Lead – A lead generated by marketing which has not yet been qualified as a sales prospect

Persona – A fictional person used to represent a specific target segment for a company; personas aid in marketing, product development, usability and other areas

Revenue Performance Management: Optimizing interactions with buyers across the revenue cycle to accelerate predictable revenue growth.

Sales Ready Lead – A lead that has been qualified by marketing based upon criteria agreed upon by both sales and marketing

Search Engine Marketing (SEM) – Also known as Pay-Per- Click (PPC) advertising; the process of paying a search engine to advertise a product or service

Search Engine Optimization (SEO) – The process of employing different tactics to improve a business’ ranking in organic or unpaid search results to ultimately increase conversions

Social Media – Any strategy, software system or media outlet that relies on social interaction and the participation of individuals or communities to create and publish content

Social Selling – Also referred to as Sales 2.0, the merging of Web 2.0 technologies with traditional sales strategies, enabling salespeople to better prioritize their time and serve as experts, not just negotiators—in the product selection process