市場(chǎng)營(yíng)銷第十三版專業(yè)術(shù)語(yǔ)1520翻譯

1、第十六章Personal selling 人員銷售 salesperson 銷售人員 sales force management 銷售人員管理 Territorial sales force structure 區(qū)域銷售隊(duì)伍結(jié)構(gòu) product sales force structure 產(chǎn)品銷售隊(duì)伍結(jié)構(gòu) customer sales product force structure顧客銷售隊(duì)伍結(jié)構(gòu) outside sales force(or field sales force) inside sales force 內(nèi)部銷售人員 team selling 團(tuán)隊(duì)銷售 sales quota

2、銷售配額 sales process 推銷過(guò)程 prospecting 發(fā)掘 preapproach 銷售準(zhǔn)備 approach 接近 presentation介紹 handing objections 處理爭(zhēng)議 closing 成交 follow-up 顧客跟進(jìn)和維持 Sales promotion 銷售促進(jìn) customer promotions 消費(fèi)者促進(jìn) event marketing 事件營(yíng)銷 trade promotions交易促銷 business promotions 產(chǎn)業(yè)促銷第十七章Direct marketing直復(fù)營(yíng)銷 customer database顧客數(shù)據(jù)庫(kù) dir

3、ect-mail marketing 直接郵寄營(yíng)銷 catalog marketing購(gòu)物目錄營(yíng)銷 telephone marketing電話營(yíng)銷 direct-response television marketing 電視營(yíng)銷 online marketing網(wǎng)絡(luò)營(yíng)銷 internet互聯(lián)網(wǎng) click-only companies 網(wǎng)絡(luò)公司 click-and-momrtar companies網(wǎng)絡(luò)和實(shí)體公司 business-to-comsumer online marketing 企業(yè)對(duì)消費(fèi)者網(wǎng)絡(luò)營(yíng)銷 b2b 企業(yè)對(duì)消費(fèi)網(wǎng)絡(luò)營(yíng)銷c2c消費(fèi)者對(duì)消費(fèi)者的網(wǎng)絡(luò)營(yíng)銷 c2b. 消費(fèi)者對(duì)企業(yè)的

4、網(wǎng)絡(luò)營(yíng)銷 Marketing Web site營(yíng)銷網(wǎng)站 online advertising網(wǎng)絡(luò)廣告 viral marketing病毒營(yíng)銷 online social network網(wǎng)上社交網(wǎng)站第十八章1、Competitive advantage ：競(jìng)爭(zhēng)優(yōu)勢(shì) 2、competitor analysis ：競(jìng)爭(zhēng)對(duì)手分析 3、competitive marketing strategies 競(jìng)爭(zhēng)營(yíng)銷戰(zhàn)略 4、identifying competitors：識(shí)別競(jìng)爭(zhēng)者 5、strategic group ：戰(zhàn)略集團(tuán) 6、benchmarking ：標(biāo)桿瞄準(zhǔn) 7、estimating compet

5、itors reaction :評(píng)估競(jìng)爭(zhēng)者的反應(yīng) 8、customer value analysis ：顧客價(jià)值分析 9、designing a competitive intelligence system :設(shè)計(jì)競(jìng)爭(zhēng)情報(bào)系統(tǒng) 10、competitive strategies 競(jìng)爭(zhēng)戰(zhàn)略（entrepreneurial marketing 創(chuàng)業(yè)營(yíng)銷 formulated marketing 規(guī)范化營(yíng)銷 intrepreneurial marketing 再創(chuàng)新營(yíng)銷） 11、basic competitive strategies ：基本競(jìng)爭(zhēng)戰(zhàn)略（overall cost leadership

6、 全面成本領(lǐng)先戰(zhàn)略 differentiation 差異化戰(zhàn)略 focus 聚焦戰(zhàn)略） 12、competitive position 競(jìng)爭(zhēng)定位 13、market leader ：市場(chǎng)領(lǐng)導(dǎo)者 14、market challenger ：市場(chǎng)挑戰(zhàn)者 15、market follower ：市場(chǎng)跟隨者 16、competitor-centered company:競(jìng)爭(zhēng)性企業(yè) 17、customer-centered company:顧客導(dǎo)向企業(yè) 18、market-centered company：市場(chǎng)導(dǎo)向企業(yè)第十九章Global firm全球企業(yè) Economic community 經(jīng)濟(jì)團(tuán)體

7、 Countertrade 對(duì)等貿(mào)易 Exporting 出口 Joint venturing 聯(lián)合企業(yè) Licensing 許可 1Direct marketing直復(fù)營(yíng)銷 Contract manufacturing 合同制造 Management contracting 管理合同 joint ownership 合資企業(yè) direct investment直接投資 standardized global marketing 標(biāo)準(zhǔn)化全球營(yíng)銷 adapted global marketing 調(diào)整的全球營(yíng)銷 straight product extension 直接產(chǎn)品延伸 product

8、adaptation產(chǎn)品調(diào)整 product invention 產(chǎn)品創(chuàng)新 communication adaptation 溝通調(diào)整戰(zhàn)略 whole-channel view 整體渠道觀 第二十章 1.sustainable marketing 可持續(xù)營(yíng)銷 2.consumerism 消費(fèi)者保護(hù)主義3.environmentalism 環(huán)境保護(hù)主義4.environmental sustainability 環(huán)境可持續(xù)性5.consumer-oriented marketing 消費(fèi)者導(dǎo)向的營(yíng)銷6.customer-value marketing 顧客價(jià)值營(yíng)銷7.innovative mar

9、keting 創(chuàng)新性營(yíng)銷8.sense-of-mission marketing 使命感導(dǎo)向的市場(chǎng)營(yíng)銷9.societal marketing 社會(huì)營(yíng)銷10.deficient product 缺陷產(chǎn)品11.pleasing products 滿意產(chǎn)品12.salutary products 有益產(chǎn)品13.desirable products 討好產(chǎn)品第十六章Personal selling 人員推銷personal presentation by the firm's sales force for purpose of making sales and building custo

10、mer relationships人員推銷是指營(yíng)銷人員直接面對(duì)面地與顧客溝通，向顧客銷售產(chǎn)品并與顧客建立持久關(guān)系為目的。salesperson 銷售人員 an individual representing a company to customer by performing one or more of the following activities :prospecting ,communicating, selling, servicing ,information gathering 個(gè)人代表公司與顧客接觸，執(zhí)行下列一個(gè)或多個(gè)活動(dòng)：發(fā)掘潛在客戶、交流、銷售、服務(wù)、信息采集。ales

11、 force management 銷售人員管理The analysis,planning,implementation ,and control of sales force activities.It includes designing sales force strategy and structure and recruiting,selecting,training,supervising,compensating,and evaluating the firms salespeople. 分析，計(jì)劃，執(zhí)行和控制銷售人員的活動(dòng)，包括籌劃銷售隊(duì)伍策略及結(jié)構(gòu)，以及應(yīng)聘、選拔、培訓(xùn)、激勵(lì)

12、、監(jiān)督和評(píng)估銷售人員。Territorial sales force structure 區(qū)域銷售隊(duì)伍結(jié)構(gòu)A sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the companys full line 每個(gè)銷售人員都分配到一個(gè)自己專職的服務(wù)地區(qū)，并在這個(gè)地區(qū)內(nèi)推銷公司的所有產(chǎn)品和服務(wù)product sales force structure 產(chǎn)品銷售隊(duì)伍結(jié)構(gòu)A sales force organ

13、ization under which salespeople specialize in selling only a portion of the companys products or lines.根據(jù)產(chǎn)品線來(lái)劃分來(lái)組織銷售人員customer sales product force structure顧客銷售隊(duì)伍結(jié)構(gòu)A sales force organization under which salespeople specialize in selling only a certain customer or industries.y按照顧客或行業(yè)線來(lái)組織銷售人員。outside

14、sales force(or field sales force)外部銷售人員、現(xiàn)場(chǎng)銷售人員 Outside salespeople who travel ti call on customers in field. 外出拜訪顧客的銷售人員inside sales force 內(nèi)部銷售人員Inside salespeople who conduct business from their offices via telephone,the internet,or visits from prospective buyers. 內(nèi)部銷售人員通過(guò)他們的辦公室電話，互聯(lián)網(wǎng)，或接待潛在顧客訪問(wèn)來(lái)開展業(yè)

15、務(wù)。team selling 團(tuán)隊(duì)銷售Using teams of people from sales,marketing,engineering,finance,technical support,and even upper management to service large,complex accounts.利用從銷售，營(yíng)銷，工程，財(cái)務(wù)，技術(shù)支持甚至上層管理，為需求復(fù)雜的大型客戶提供幫助。sales quota 銷售配額A standard that states the amount a salesperson should sell and how sales should be

16、 divided among the companys products.一個(gè)標(biāo)準(zhǔn)，用來(lái)規(guī)定銷售人員的最低銷售量以及銷售額在公司各種產(chǎn)品之間的分配比例。sales process 推銷過(guò)程The step that the salesperson follows when selling,which include prospecting and qualifying,preapproach approach,presentation and demonstration,handing objections,closing,and follow-up. 推銷人員在銷售時(shí)按照的步驟，包括推銷、發(fā)

17、掘潛在顧客和鑒定資格，銷售準(zhǔn)備、接近顧客、介紹和示范、處理爭(zhēng)議、成交、跟進(jìn)和維持。prospecting 發(fā)掘 The step in the selling process in which the salesperson or company identifies qualified potential customers. 在銷售過(guò)程中，銷售人員或公司找出合格的潛在客戶的步驟。Preapproach 銷售準(zhǔn)備The step in the selling process in which the salesperson learns as much as possible about a

18、 prospective customer before making a sale call.在銷售過(guò)程中，銷售人員在銷售拜訪前應(yīng)該盡可能多的了解一個(gè)潛在顧客的步驟。Approach 接近The step in the selling process in which the salesperson meets the customer for the first time. 在銷售過(guò)程中，銷售人員第一次會(huì)見顧客的步驟。Presentation 介紹和示范The step in the selling process in which the salesperson tells the “v

19、alue story”to the buyer,showing how the companys offer solves the customers problem.在銷售過(guò)程中，銷售人員告訴購(gòu)買者產(chǎn)品的利益所在，解釋產(chǎn)品如何能解決顧客的問(wèn)題。 handing objections 處理爭(zhēng)議the step in the selling process in which the salesperson seeks out,clarifies,and overcomes customer objections to buying. 在銷售過(guò)程中，銷售人員尋找出、闡明和克服顧客異議并購(gòu)買產(chǎn)品的步

20、驟。Closing 成交the step in the selling process in which the salesperson asks the customer for an order.在銷售過(guò)程中，銷售人員向顧客要求一個(gè)訂單的過(guò)程。follow-up 顧客跟進(jìn)和維持 The last step in the selling process in which the salesperson follows up after the sale to ensure customer satisfaction and repeat business.在銷售過(guò)程中的最后一步，銷售人員跟進(jìn)

21、售后，保證客戶滿意和重復(fù)購(gòu)買。Sales promotion 銷售促進(jìn)Short-term incentives ti encourage the purchase or sale of product or service 指短期的激勵(lì)活動(dòng)目的是鼓勵(lì)對(duì)某一產(chǎn)品或服務(wù)的購(gòu)買或銷售。customer promotions 消費(fèi)者促進(jìn)Sales promotion tools used to boost short-term customer buying and involvement or to enhance long-term customer relationships.用來(lái)提高短期消費(fèi)

22、者的購(gòu)買和參與或者提高長(zhǎng)期的客戶關(guān)系。event marketing 事件營(yíng)銷 Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others.制造一個(gè)品牌營(yíng)銷事件或作為他人所舉辦活動(dòng)的唯一或指定贊助商。trade promotions交易促銷Sales promotion tools used to persuade resellers to carry a brand,give it shelf space,promote it in adv

23、ertising,and push it to consumer.說(shuō)服零售商銷售某個(gè)品牌，給予架貨空間，在廣告中促銷并推銷給消費(fèi)者。Business promotion 產(chǎn)業(yè)促銷Sales promotion tools used to generate business leads stimulate purchase,reward customers,and motivate salespeople.產(chǎn)業(yè)促銷能夠產(chǎn)生潛在的產(chǎn)業(yè)客戶，刺激購(gòu)買、獎(jiǎng)勵(lì)客戶并激勵(lì)促銷人員。第十七章1Direct marketing直復(fù)營(yíng)銷 Connecting directly with carefully ta

24、rgeted individual consumers to both obtain an immediate response and cultivate lasting customer relationship.指與仔細(xì)挑選的單個(gè)消費(fèi)者之間的直接聯(lián)系，目的在于能夠獲得顧客的及時(shí)響應(yīng)以及培養(yǎng)持久的顧客關(guān)系。Customer database顧客數(shù)據(jù)庫(kù) An organized collction of comprehensive data about individual customers or prospects,including geographic,demographic,psy

25、chographic,and behavioral data.對(duì)于個(gè)體顧客或者廠家的廣泛信息的有組織的收集，包括地理、人口統(tǒng)計(jì)、心理和行為等方面的數(shù)據(jù)。Direct-mail marketing 直接郵寄營(yíng)銷Direct marketing by sending an offer,announcement,reminder,or other item to a person at a particular physical or virtual address.指將產(chǎn)品、宣傳單、紀(jì)念品或其他東西寄送給某個(gè)特定的人或虛擬地址的直復(fù)營(yíng)銷。Catalog marketing購(gòu)物目錄營(yíng)銷 Direct

26、 marketing through print,video,or digital catalogs that are mailed to select customers,made available in stores,or presented online.通過(guò)印刷、錄像、寄給客戶選擇的數(shù)字目錄、或者在商店中可以觸及到的以及網(wǎng)上呈遞的直復(fù)營(yíng)銷Telephone marketing電話營(yíng)銷 Using the telephone to sell directly to customers.通過(guò)電話直接向消費(fèi)者銷售Direct-response television marketing 電視

27、營(yíng)銷 Direct marketing via television,including direct-response television advertising (or infomercials) and home shopping channels.電視營(yíng)銷主要包括直接答復(fù)電視廣告和家庭購(gòu)物頻道 Online marketing網(wǎng)絡(luò)營(yíng)銷 Commpany efforts to market products and services and build customer relationships over the internet.公司通過(guò)互聯(lián)網(wǎng)提供產(chǎn)品服務(wù)以及建立客戶關(guān)系 Inte

28、rnet互聯(lián)網(wǎng) A vast public web of computer network that connects users of all types all around the world to each other and to an amazingly large “information repository”一個(gè)連接著世界各地所有類型使用者，并可以獲得令人驚奇的“海量信息”的公共電腦網(wǎng)絡(luò) Click-only companies 網(wǎng)絡(luò)公司 The so-called dot-coms ,which operate only online without any brick-a

29、nd-mortar market presence所謂的網(wǎng)絡(luò)公司就是指只在網(wǎng)上運(yùn)轉(zhuǎn)而沒(méi)有實(shí)體市場(chǎng)的存在。Click-and-momrtar companies網(wǎng)絡(luò)和實(shí)體公司Traditional brick-and-mortar companies that have added online marketing to their operations在經(jīng)營(yíng)中增加了網(wǎng)絡(luò)營(yíng)銷業(yè)務(wù)的傳統(tǒng)實(shí)體公司。Business-to-comsumer online marketing 企業(yè)對(duì)消費(fèi)者網(wǎng)絡(luò)營(yíng)銷 Businesses selling goods and services online to final

30、 consumers企業(yè)通過(guò)網(wǎng)絡(luò)向最終消費(fèi)者銷售產(chǎn)品和提供服務(wù)。Business-to-Businesser online marketing B2b 企業(yè)對(duì)企業(yè)的網(wǎng)絡(luò)營(yíng)銷Business using b2b web sites ,e-mail,online catalogs ,online trading networks ,and other online resources to reach new business customers ,serve current customers more effectively ,and obtain buying efficiencies an

31、d better prices企業(yè)使用B2B網(wǎng)站、電子郵件、網(wǎng)絡(luò)產(chǎn)品目錄、網(wǎng)上交易平臺(tái)以及其他的網(wǎng)絡(luò)資源來(lái)吸引新客戶，更有效的服務(wù)現(xiàn)有客戶，以及進(jìn)行更有效、更低價(jià)格的購(gòu)買。Comsumer-to-comsumer online marketing Ctc 消費(fèi)者對(duì)消費(fèi)者的網(wǎng)絡(luò)營(yíng)銷online exchanges of goods and information between final consumers最終消費(fèi)者在網(wǎng)上所進(jìn)行的產(chǎn)品和信息的交換Comsumer-to-Businessonline marketing C2b消費(fèi)者對(duì)企業(yè)的網(wǎng)絡(luò)營(yíng)銷Online exchange in which

32、 consumers search out sellers ,learn about their offers， and initiate purchases ,sometimes even driving transaction terms.網(wǎng)絡(luò)交換中消費(fèi)者可以搜尋賣者、了解他們提供的信息、提出購(gòu)買邀約，有時(shí)甚至可以發(fā)起交易條款Corporate (or brand) web site A web site designed to build customer goodwill ,collect customer feedback ,and supplement other sales ch

33、annels,rather than to sell the companys products directly.設(shè)計(jì)這些網(wǎng)站的目的是建立顧客信譽(yù)、收集顧客反饋和對(duì)其他銷售渠道進(jìn)行補(bǔ)充，而不是直接銷售其產(chǎn)品 Marketing Web site營(yíng)銷網(wǎng)站 A web site that engages consumers in interactions that will move them closer to a direct purchade or other marketing outcome一些網(wǎng)站吸引消費(fèi)者的興趣，進(jìn)行互動(dòng)來(lái)促使他們直接購(gòu)買或者取得其他的營(yíng)銷成果。online adv

34、ertising網(wǎng)絡(luò)廣告 Advertising that appears while consumers are surfing the web,including display ads,search-related ads ,online classifieds,and other forms.當(dāng)消費(fèi)者在網(wǎng)上沖浪時(shí)所出現(xiàn)的廣告包括展示廣告、相關(guān)搜尋廣告、網(wǎng)絡(luò)分類以及其他形式的廣告。viral marketing病毒營(yíng)銷 The internet version of word-of-mouth marketing-web sites,videos.e-mail messages,or o

35、ther marketing events that are so infectious that customers will want to pass thwm along to friends.他是口碑營(yíng)銷的網(wǎng)絡(luò)版，指創(chuàng)建網(wǎng)站、視頻、電子郵件或其他具有強(qiáng)大感染性的營(yíng)銷事件，是顧客希望將其傳遞給他們的朋友。online social network網(wǎng)上社交網(wǎng)站Online social communities -blogs,social networking web sites,or event virtual worlds -where people socialize or excha

36、nge information and opinions.人們可以在網(wǎng)上社群-博客、社交網(wǎng)址、虛擬世界里交際、交換信息以及自己的想法。第十八章 1、Competitive advantage ：競(jìng)爭(zhēng)優(yōu)勢(shì) An advantage over competitors gained by offering consumer greater value than competitors do. 競(jìng)爭(zhēng)優(yōu)勢(shì)的獲得主要是通過(guò)向消費(fèi)者提供比競(jìng)爭(zhēng)對(duì)手更多的價(jià)值。2、competitor analysis ：競(jìng)爭(zhēng)對(duì)手分析 The process of identifying key competitor; ass

37、essing their objective, strategies, strengths and weaknesses, and reaction patterns and selecting which competitors to attack or avoid.確認(rèn)關(guān)鍵競(jìng)爭(zhēng)對(duì)手的方法：分析他們的目標(biāo)、戰(zhàn)略、優(yōu)勢(shì)和劣勢(shì)，以及運(yùn)作模式；最后選擇將哪些競(jìng)爭(zhēng)對(duì)手作為競(jìng)爭(zhēng)或者回避對(duì)象。3、competitive marketing strategies 競(jìng)爭(zhēng)營(yíng)銷戰(zhàn)略 Strategies that strong position possible strategic advantage. 強(qiáng)勢(shì)企

38、業(yè)應(yīng)對(duì)競(jìng)爭(zhēng)對(duì)手的戰(zhàn)略可以給企業(yè)帶來(lái)最大化戰(zhàn)略優(yōu)勢(shì)。4、strategic group ：戰(zhàn)略集團(tuán) A group of firms in an industry following the same or a similar strategy.指哪些在相同產(chǎn)業(yè)的相同目標(biāo)市場(chǎng)采取想通過(guò)或相似戰(zhàn)略的一組企業(yè)。5、benchmarking ：標(biāo)桿瞄準(zhǔn)The process of comparing the companys product and find ways to improve quality and performance.將本企業(yè)的產(chǎn)品和流程與競(jìng)爭(zhēng)者或者其他行業(yè)中的領(lǐng)先企業(yè)比較以尋求改

39、進(jìn)質(zhì)量和績(jī)效的方法。6、customer value analysis ：顧客價(jià)值分析 Analysis conduct to determine what benefits target value of various competitors offers. 分析行為主要是為了確定顧客的利益點(diǎn)，以及顧客如何評(píng)價(jià)不同企業(yè)的產(chǎn)品的相對(duì)價(jià)值。7、market leader ：市場(chǎng)領(lǐng)導(dǎo)者 The firm in an industry with the largest market share.這樣的企業(yè)在行業(yè)中具有最大的市場(chǎng)份額。8、market challenger ：市場(chǎng)挑戰(zhàn)者 A runn

40、er-up firm that in fighting hard to increase its market share in an industry. 這樣的企業(yè)加大力氣擴(kuò)大原有市場(chǎng)規(guī)模。9、market follower ：市場(chǎng)跟隨者 A runner-up firm that wants to hold its sharp in an industry without rocking the boat. 一直努力把握好原有市場(chǎng)份額，不愿破壞整個(gè)行業(yè)的秩序。10、market nicher:市場(chǎng)補(bǔ)缺者 A firm that serves small segments that the

41、other firms in an industry overlook or ignore. 服務(wù)于那些不被其他企業(yè)重視的細(xì)分市場(chǎng)。11、competitor-centered company:競(jìng)爭(zhēng)性企業(yè) A company whose moves are mainly based on competitors action and reaction. 將大部分時(shí)間用于追蹤競(jìng)爭(zhēng)對(duì)手的行動(dòng)和市場(chǎng)份額。12、customer-centered company:顧客導(dǎo)向企業(yè) A company that rocuses on customer developments in designing it

42、s marketing strategies and on delivering superior value to its target customers. 企業(yè)在改進(jìn)營(yíng)銷戰(zhàn)略時(shí)聚焦于顧客以及向目標(biāo)顧客讓渡卓越的價(jià)值。13、market-centered company：市場(chǎng)導(dǎo)向企業(yè) A company that pays balanced attention to both customers and competitors in designing its marketing strategies. 在設(shè)計(jì)營(yíng)銷戰(zhàn)略時(shí)這種企業(yè)在消費(fèi)者和競(jìng)爭(zhēng)對(duì)手知己愛(ài)你保持平衡。 第十九章Global f

43、irm全球企業(yè) A firm that,by operating in more than one country , gains R&D,production,marketing ,and financial advantages in its costs and reputation that are not available to purely domestic competitors.在一個(gè)以上的國(guó)家開展經(jīng)營(yíng)活動(dòng)，并獲得市場(chǎng)營(yíng)銷、生產(chǎn)、研發(fā)和金融優(yōu)勢(shì)的公司，而這些優(yōu)勢(shì)是只在國(guó)內(nèi)經(jīng)營(yíng)的企業(yè)無(wú)法得到的。Economic community 經(jīng)濟(jì)團(tuán)體 A group of nati

44、ons organized to work toward common goals in the regulation of international trade.一些國(guó)家以突破國(guó)際貿(mào)易的管制為共同目標(biāo)而組織起來(lái)建立國(guó)家集團(tuán)。Countertrade 對(duì)等貿(mào)易 international trade involving the direct or indirect exchange of goods for other goods instead of cash.對(duì)等貿(mào)易就是在國(guó)際貿(mào)易中涉及用其他商品替代現(xiàn)金支付的商品的直接或間接交換。Exporting 出口 Entering foreig

45、n market by selling goods produced in the companys home country ,often with little modification.通過(guò)銷售公司母國(guó)生產(chǎn)的產(chǎn)品進(jìn)入國(guó)外市場(chǎng)，產(chǎn)品通常只需要較小的修改。Joint venturing 聯(lián)合企業(yè)Entering foreign markets by joining with foreign companies to produce or market a product or service.通過(guò)與外國(guó)公司組建合資企業(yè)生產(chǎn)或營(yíng)銷產(chǎn)品或服務(wù)來(lái)進(jìn)入外國(guó)市場(chǎng)。Licensing 許可 A meth

46、od of entering a foreign market in which the company enters into an agreement with a license in the foreign market.是一種進(jìn)入國(guó)際市場(chǎng)的簡(jiǎn)單途徑，在國(guó)外市場(chǎng)中，公司與國(guó)外被許可人達(dá)成協(xié)議。Contract manufacturing 合同制造 A joint venture in which a company contracts with manufactures in a foreign market to produce the product or provide its

47、service.公司與國(guó)外制造商簽訂合同，由其負(fù)責(zé)生產(chǎn)產(chǎn)品和提供服務(wù)。Management contracting 管理合同 A joint venture in which the domestic firm supplies the management know-how to a foreign company that supplies the capital; the domestic firm export management services rather than products.由國(guó)內(nèi)公司向國(guó)外公司提供管理知識(shí)，后者自己提供資本，此時(shí)公司出口的是管理服務(wù)而不是產(chǎn)品。joi

48、nt ownership 合資企業(yè) A joint venture in which a company joins investors in a foreign market to create a local business in which the company shares joint ownership and control.是由當(dāng)?shù)毓九c國(guó)外投資者聯(lián)合創(chuàng)辦的企業(yè)，合資方分享所有權(quán)和控制權(quán)。direct investment直接投資 Entering a foreign market by developing foreign-based assembly or manufac

49、turing facilities.通過(guò)建立國(guó)外組裝廠或制造廠進(jìn)入一個(gè)外國(guó)市場(chǎng)。standardized global marketing 標(biāo)準(zhǔn)化全球營(yíng)銷 An international marketing strategy for using basically the same marketing strategy and mix all the companys international markets.標(biāo)準(zhǔn)化全球營(yíng)銷指在全球范圍內(nèi)運(yùn)用幾乎一模一樣的市場(chǎng)營(yíng)銷戰(zhàn)略和市場(chǎng)營(yíng)銷組合。adapted global marketing 調(diào)整的全球營(yíng)銷 An international mark

50、eting strategy for adjusting the marketing strategy and mix elements to each international target market , bearing more costs but hoping for a large market share and return.調(diào)整的全球營(yíng)銷指生產(chǎn)者根據(jù)各個(gè)目標(biāo)市場(chǎng)的需求來(lái)調(diào)整其營(yíng)銷戰(zhàn)略和營(yíng)銷組合要素，雖然成本較高，但有望獲得大的市場(chǎng)份額和回報(bào)。straight product extension 直接產(chǎn)品延伸 marketing a product in a foreign

51、market without any change.公司不做任何改變地在國(guó)外銷售產(chǎn)品。product adaptation產(chǎn)品調(diào)整 Adapting a product to meet local conditions or wants in foreign markets.根據(jù)國(guó)外市場(chǎng)當(dāng)?shù)貤l件或需求對(duì)產(chǎn)品做出修正。product invention 產(chǎn)品創(chuàng)新 Creating new products or services for foreign markets.為特別的國(guó)別市場(chǎng)創(chuàng)造新產(chǎn)品。communication adaptation 溝通調(diào)整戰(zhàn)略 A global communica

52、tion strategy of fully adapting advertising messages to local markets.指針對(duì)當(dāng)?shù)厥袌?chǎng)的需求特點(diǎn)充分地調(diào)整溝通信息的一個(gè)全國(guó)溝通戰(zhàn)略。whole-channel view 整體渠道觀 Designing international channels that take into account the entire global supply chain and marketing channel,forging an effective global valve delivery network.對(duì)整個(gè)全球供應(yīng)鏈和市場(chǎng)渠道都

53、高度關(guān)注，有效地設(shè)計(jì)和管理整個(gè)全球價(jià)值運(yùn)送網(wǎng)絡(luò)。 第二十章1.sustainable marketing 可持續(xù)營(yíng)銷 Marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs . 滿足消費(fèi)者和企業(yè)當(dāng)前需求的,同時(shí)保持或提高滿足未來(lái)需求能力的營(yíng)銷方式。2.consumerism 消費(fèi)者保護(hù)主義An organized movement of ci

54、tizens and government agencies to improve the rights and power of buyers in relation to sellers . 一場(chǎng)由公民和政府機(jī)構(gòu)組織來(lái)改善消費(fèi)者對(duì)于商家的權(quán)利和權(quán)力的運(yùn)動(dòng)3.environmentalism 環(huán)境保護(hù)主義An organized movement of concerned citizens and government agencies to protect and improve peoples current and future living environment .一個(gè)由相關(guān)公民和政府機(jī)構(gòu)組織的保護(hù)和改善人們的當(dāng)前和未來(lái)的生活環(huán)境的運(yùn)動(dòng)。4.environmental sustainability 環(huán)