市场营销第十三版1115章专业术语翻译.docx
《市场营销第十三版1115章专业术语翻译.docx》由会员分享,可在线阅读,更多相关《市场营销第十三版1115章专业术语翻译.docx(22页珍藏版)》请在冰点文库上搜索。
市场营销第十三版1115章专业术语翻译
第十一章
Maket-skimming pricing市场撇脂定价Market-penetration pricing市场渗透定价法ProductLinePricing产品线定价Optional-ProductPricing备选产品定价Captive-ProductPricing附属产品定价法By-ProductPricing副产品定价法ProductBundlePricing一揽子定价法Discount折扣
Allowance津贴Segmentedpricing市场细分定价法Psychologicalpricing心理定价Referenceprices参考价格Promotionalpricing促销定价法
Geographicalpricing地理定价FOB-original pricing FOB原产地定价法
Uniform-delivered pricing统一交货定价法Zone pricing地区定价法
Basing-point pricing基点定价法Freight-absorption pricing 减免运费定价法Dynamic pricing 动态定价法
第十二章
Valuedeliverynetworkmarketingchannel(distributionchannel)channellevel
Directmarketingchannelindirectmarketingchannelchannelconflict
Conventionaldistributionchannelverticalmarketingsystem(VSM)
corporateVSMcontractualVSMfranchiseorganizationadministeredVSM
Horizontalmarketingsystemmultichanneldistributionsystemdisintermediation
Marketingchanneldesignintensivedistributionexclusivedistribution
selectivedistributionselectivedistributionmarketingchannelmanagement
Marketinglogistics(physicaldistribution)supplychainmanagement
distributioncenterintermodaltransportationintegratedlogisticsmanagement
Third-partylogisticsprovider
第十三章
Retailing零售retailer零售商specialty专用商品店departmentstore百货商店supermarket超市convenience便利店superstore超级商店categorykiller品类杀手serviceretailer零售商店discountstore折扣商店off-priceretailer低价商店independentoff-priceretailer仓储商店factoryoutlet厂家直营店warehouseclub仓储俱乐部chainstore连锁店franchise特许经营shoppingcenter购物中心wheel-of-retailingconcept零售轮转理论wholesaling批发wholesaler批发商merchantwholesaler独立批发商broker经纪人agent代理商manufacturers'salesbranchesandoffices制造商及零售商的分店和销售办事处
第十四章
Promotionmix(ormarketingcommunicationsmix)促销组合又称营销沟通组合Advertising广告Salespromotion销售促进Salespromotion销售促进Personalselling人员销售publicrelations公共关系Directmarketing直复营销
Integratedmarketingcommunications(IMC)整合营销沟通Buyer-readinessstages购买者准备阶段Personalcommunicationchannels人际沟通渠道Word-of-mouthinfluence口碑影响Buzzmarketing蜂鸣营销Nonpersonalcommunicationchannels非人际沟通渠道Affordablemethod量入为出法Percentage-of-salesmethod销售比例法Competitive-paritymethod竞争对等法
Objective-and-taskmethod目标任务法Pushstrategy“推’式战略Pullstrategy”拉“式战略
第十五章
Advertising广告advertisingobjective广告目标advertisingbudget广告预算advertisingstrategy广告策略Madison&Vine广告、娱乐结合creativeconcept创新概念executionstyle执行方式advertisingmedia广告媒体returnonadvertisinginvestment广告投资回报advertisingagency广告代理publicrelations公共关系
第十章
价格price:
theamountofmoneychargedforaproductofservice,orthesumofthevaluesthatsuingtheproductorservice.(价格是顾客为获得、拥有或使用某种产品或服务的利益而支付的
价值。
)
基于价值的定价方法value-basedpricing:
settingpricebasedorbuyers’perceptionsofvalueratherthanontheseller’scost(以买者的感知价值,而不是卖者的成本作为定价的基础)
高价值定价good-valuepricing:
offeringjusttherightcombinationofqualityandgoodserviceatafairprice(以合适的价格提供优质产品和良好的服务)
价值增值定价value-addedpricing:
attachingvalue-addedfeaturesandservicestodifferentiateacompany’soffersandcharginghigherprices(公司增添了增加价值的属性和服务,以使其产品或服务差异化,支持高于平均水平的价格。
)
基于成本的定价方法cost-basedpricing:
settingpricebasedonthecostsforproducing,distributing,andsellingtheproductplusafairofreturnforeffortandrisk(指在生存、分销和销售产品的成本上,加上目标回报率来制定价格)
固定成本fixedcost:
coststhatdonotvarywithproductionorsaleslevel(是不随产量或销售量的变化而变化的成本)
变动成本variablecost:
coststhatvarydriectlywiththelevelofproduction(指随着生产水平而直接变化的成本)
总成本totalcost:
thesumofthefixedandwiththelevelofproduction(是一定生产水平下,固定成本与变动成本的总和。
)
经验曲线(学习曲线)experiencecurve(learningcurve):
thedropintheaverageper-unitproductioncostthatcomeswithaccumulatedproductionexperience(随着生产经验积累,平均成本不断下降)
成本加成定价法cost-pluspricing:
addingastandardmarkuptothecostoftheproduct(在产品成本上加一个标准的加成)
盈亏平衡定价法(目标利润定价法)break-evenpricing(targetprofitpricing):
settingpricetobreakevenonthecostsofmakingandmarketingaproduct,orsettingpricetomakeatargetprofit
(是根据企业预期的总销售量与总成本,或者实现期望利润目标的价格)
目标成本法targetcosting:
pricingthatstartswithanidersellingprice,thentargetscoststhatwillensurethatthepriceismet(它先确定一个以顾客感知价值为基础的理想售价,然后以与价格相匹配为目标确定成本。
)
需求曲线demandcurve:
acurvethatshowsthenumberofunitsthemarketwillbuyinagiventimeperiod,atdifferentpricesthatmightbecharged(是指其他条件相同时,在每一价格水平上买主愿意购买的商品量的表或曲线。
)
价格弹性priceelasticity:
ameasureofthesensitivityofdamandtochangesinprice(需求对价格波动的反映)
第十一章
Maket-skimming pricing市场撇脂定价
Setting a high price for a new product to skim maximum revenues layer by layer from the segments willing to pay the high price;the company makes fewer but more profitable sales.
推出新产品时制定很高的初始价格,在市场上一层一层的掠夺收益
Market-penetration pricing市场渗透定价法
Setting a low price for a new product in order to attract a large number of buyers and a large market share.
企业把其新产品的价格定得相对较低,以吸引大量顾客,提高市场占有率
ProductLinePricing产品线定价
Settingthepricestepsbetweenvariousproductsinaproductlinebasedondifferencesbetweentheproductcosts,customerevaluationsofdifferentfeatures,andcompetitors’prices.
根据产品成本之间的差异,客户评价不同的特性,和竞争对手的价格确定同一产品线中各种不同产品之间的价格差异
Optional-ProductPricing备选产品定价
Thepricingofoptionaloraccessoryproductsalongwithamainproduct.
可选或附属产品的定价基于主要产品。
Captive-ProductPricing附属产品定价法
Settingahighpriceforproductsthatmustbeusedalongwithamainproductchargedatlowprice.
给主产品制定较低价格,给附属品制定较高价格
By-ProductPricing副产品定价法
Settingapriceforby-productsinordertomakethemainproducts’pricemorecompetitive.
设定一个价格副产品以使主要产品的价格更有竞争力为目的。
ProductBundlePricing一揽子定价法
Combiningseveralproductsandofferingthebundleatareducedprice.
将几种产品组合在一起,以低于各单价之和的价格出售
Discount折扣
astraightreductioninpriceonpurchasesduringastatedperiodoftime.
在规定时间内购买价格的直接降低
Allowance津贴
promotionalmoneypaidbymanufacturerstoretailersinreturnforanagreementtofeaturethemanufacturer’sproductsinsomeway.
为回报经销商对广告和促销的参与而提供的报酬或价格减让
Segmentedpricing市场细分定价法
Sellingaproductorserviceattwoormoreprices,wherethedifferencesinpricesisnotbasedondifferencesincosts.
以两个或两个以上的价格出售产品,价格不同的原因不是基于成本的差异。
根据不同的顾客、销售地点调整基础价格
Psychologicalpricing心理定价
Apricingapproachthatconsidersthepsychologyofpricesandnotsimplytheeconomics.
一种不只简单的考虑经济意义,也考虑心理作用的定价方法。
Referenceprices参考价格
Pricesthatbuyerscarryintheirmindsandrefertowhentheylookatagivenproduct.
购买者在考察某种特定产品时心里会想到的价格
Promotionalpricing促销定价法
Temporarilypricingproductsbelowthelistprice,andsometimesevenbelowcosttoincreaseshort-runsales.
暂时制定低于正常价格,甚至低于成本的价格,以增加短期销售
Geographicalpricing地理定价
Setting prices for customers located in different parts of the country or world .
为销往国内或世界不同地区的产品定价。
FOB-original pricing FOB原产地定价法
A geographical pricing strategy in which goods are placed free on board a carrier; the customer pays the freight from the factory to the destination .
产品免费装上运输工具,从那一刻起,货物和责任就都转交给购买者,由顾客支付从工厂到目的地的运费
Uniform-delivered pricing统一交货定价法
A geographical pricing strategy in which the company charges the same price plus freight to all customers, regardless of their location
公司向所有的顾客,不论地点远近,都收取统一的价格和运费
Zone pricing地区定价法
A geographical pricing strategy in which the company sets up two or more zones. All customers within a zone pay the same total price; the more distant the zone, the higher the price
公司将市场划分为两个或更多区域,对同一地区的所有顾客收取统一的运费,地区越远,价格越高。
Basing-point pricing基点定价法
A geographical pricing strategy in which the seller designates some city as a basing point and charges all customers the freight cost from that city to the other customer .
买方确定一些特定的城市作为基点,向所有顾客收取从该基点城市到顾客所在地的运输成本
Freight-absorption pricing 减免运费定价法
A geographical pricing strategy in which the seller absorb all or part of the freight charges in order to get the desired business .
由买者承担部分或所有的实际运费,以争取所期望的生意
Dynamic pricing 动态定价法
Adjusted prices continually to meet the characteristics and needs of individual customers and situations .
持续调整价格,以适应个体消费者的需要和购买情境的特点
第十二章
Valuedeliverynetwork价值递送网络
Thenetworkmadeofthecompany、suppliers、andultimatelyconsumerswho“partner”witheathothertoimprovetheperformanceoftheentiresystemindeliveringcustomervalue.由供应商、分销商、和最终顾客组成,这些成员彼此成为“伙伴”,通力合作使整个系统的绩效得到改进。
Marketingchannel(distributionchannel)营销渠道(分销渠道)
Asetofinterdependentorganizationsthathelpmakeforuseorconsumptionbytheconsumerorbusinessuser.一系列独立的组织组成的协助,使得产品或服务可供供消费者消费或其用户使用。
channellevel渠道层级
Alayerofintermediariesthatperformssomeworkinbringingtheproductanditsownershipclosertothefinalbuyer.完成某些工作从而使得产品及其所有权更贴近消费者的每一层营销中介
Directmarketingchannel直接营销渠道
Amarketingchannelthathasnointermediarylevels.没有中间商的营销渠道
indirectmarketingchannel间接营销
Channelcontainingoneormoreintermediarylevels.包含一家或多家营销中介的营销渠道
channelconflict渠道冲突
Disagreementamongmarketingchannelmembersongoalsandroles--whoshoulddowhatandforwhatrewords.渠道成员之间经常会在目标和扮演的角色上及谁在做什么、应该得到什么样的回报上发生争执
Conventionaldistributionchannel传统分销渠道
Achannelconsistingofoneormoreindependentproducers、wholesalers、andretailers、eachaseparatebusinessseekingtomaximizeitsownprofits、evenattheexpenseofprofitsforthesystemasawhole.是由一个或多个独立的制造商、批发商和零售商构成、每个成员都经营独立的业务寻求自身利益最大化,为此甚至不惜牺牲整个渠道的利益。
verticalmarketingsystem(VMS)垂直营销系统
Adistributionchannelstructureinwhichproducers、wholesale、andretailersactasaunifiedsystem.Onechannelmemberownstheothers.Hascontractswiththemorhassomuchpowerthattheyall.制造商、批发商和零售商作为统一的系统采取行动的一种分销渠道结构,其中一个控股其他成员,或者拥有一定的权力致使其他成员都必须配合。
corporateVMS公司型垂直营销系统
Averticalmarketingsystemthatcombinessuccessivestagesofproductionanddistributionunderingleownership--channelleadershipisestablishedthroughcommonownership.在单一所有权下整合了从生产到分销的一系列步骤,通过常规的组织渠道来完成协作和冲