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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 附辉诉求, 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 品牌着名度 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 |
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