市場營銷英語詞匯

1、.：.；AA. C. Nielson 尼爾森市場研討公司absorption of costs 本錢分配accesibility 可進(jìn)入性accessory equipment markets 附屬設(shè)備市場account management policies 客戶管理戰(zhàn)略Acer 宏基acquisition new-product development strategy 新產(chǎn)品開發(fā)收買戰(zhàn)略activity-based costing 以活動為根底的本錢系統(tǒng)adaptability 順應(yīng)性adaptation to market variations 順應(yīng)市場變化adaptive posit

2、ioning 順應(yīng)性定位additions to existing product lines 現(xiàn)有產(chǎn)品線的添加adequate size 準(zhǔn)確的大小/足夠的規(guī)模administered vertical marketing systems 管理式垂直營銷系統(tǒng)administrative relationships 管理關(guān)系adopter categories 采購者的類型adoption process 采購過程advertising and market segmentation 廣告與市場細(xì)分advertising and sales promotion 廣告和銷售促進(jìn)advertisi

3、ng effects 廣告效果advertising ethics 廣告?zhèn)惱砥返耡dvertising feedback 廣告反響advertising frequency 廣告頻率advertising media 廣告媒體advertising message 廣告信息advertising reach 廣告接受人數(shù)advertising source 廣告信息來源advertising 廣告aerobic enthusiasts 增氧健身運動喜好者aesthetics 美感affinity club 同族俱樂部after tests 事后測試agent middleman 代理商agen

4、t/merchant middleman 代理中間商allowance 折讓alteration 退換AMA Code of Ethics 美國營銷協(xié)會職業(yè)品德規(guī)范Amazon 亞馬遜公司American Airlines 美國航空公司American Express 美國運通American Marketing Association 美國營銷協(xié)會Amoco 阿莫科英國石油公司analysis of data 數(shù)據(jù)分析analyzer strategy 分析者戰(zhàn)略Anderson 安達(dá)信annual marketing plan 年度營銷方案annual requirement purcha

5、sing arrangement 年度采購需求方案anticipatory positioning 預(yù)見性定位anti-pollution legislation 反污染立法anti-trust legislation 反托拉斯立法Apple Computers 蘋果電腦area structure 地域構(gòu)造aspiration/expectation level 盼望/期望程度aspirations of consumers 消費者盼望assurance 保證AT&T 美國電報公司ATM (automatic teller machine) 銀行自動柜員機attitudes of consu

6、mers 消費者態(tài)度attributes 屬性audiences 受眾auto repair 汽車維修automation services 自動效力automobile industry 汽車產(chǎn)業(yè)autonomy 自主權(quán)availability 可獲得性/供貨才干avante guardian 前衛(wèi)派Avon 雅芳awareness 產(chǎn)品知曉度/知名度 Bbaby boomers 嬰兒潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一體化banner advertisements 橫幅標(biāo)語廣告bar

7、 codes 條形碼barter 實物買賣basic physical needs 根本生理需求Bausch & Lomb 博士倫BCG Grow-Share Matrix 波士頓增長-份額矩陣before tests 事前測試Behavior Scan Information Resources Inc. 行為掃描信息源公司behavioural analysis 行為分析behavioural hierarchies 行為層級benchmarking 基準(zhǔn)benefit clusters 利益群體benefits 利益Benz 飛馳billing 帳單biological revoluti

8、on 生物革命birth rate 出生率blanket purchase order 一攬子采購合同blind-paired comparison testing 雙盲比較測試Blockbusterblue collars 藍(lán)領(lǐng)BMW 寶馬Boeing 波音bottom line 底線/盈虧一覽結(jié)算線brand awareness 品牌認(rèn)識/認(rèn)知brand extensions 品牌擴展brand loyalty 品牌忠實度brand mark 品牌標(biāo)志brand name 品牌稱號brand positioning 品牌定位brand recognition 品牌識別brand strat

9、egies 品牌戰(zhàn)略brand 品牌branding strategy 品牌化戰(zhàn)略branding 品牌化brands equity 品牌的價值break-even analysis 盈虧平衡分析break-even volume 盈虧平衡產(chǎn)量breath of product assortment 產(chǎn)品線的寬度breath or diversity of product lines 產(chǎn)品線的寬度或多樣性bribery 賄賂British Airways 英國航空公司brokers 經(jīng)紀(jì)人budgeting 預(yù)算bundle 捆綁Bureau of Census 人口統(tǒng)計局Burger Kin

10、g 漢堡王busines strength rating 商業(yè)才干評分business plan 商業(yè)方案business position 運營位置business sector 商業(yè)部門business services markets 商業(yè)效力市場business strategies 運營戰(zhàn)略business unit strategy 運營單位戰(zhàn)略Business Week buyback allowances 回購折讓buyback arrangements 產(chǎn)品返銷buyers bargaining power 買方的討價討價才干buyers 采購者buying behavior

11、 購買行為buying center 采購中心buying inertia 購買慣性buying intention 購買意圖buying offices 連鎖商店的進(jìn)貨中心buying power indes (BPI) 購買力指數(shù)buying situation 采購情況/類型buying task 采購義務(wù) Ccable TV 有線電視Cadillac 凱迪拉克Campbells Soup 金寶湯業(yè)公司capital gains 資本收益capital invested in product 產(chǎn)品投入資本Carnival 嘉年華cash cows 現(xiàn)金牛類cash discounts 現(xiàn)

12、金折扣catalogue sales 目錄銷售categorization of perception 感知分類categorization 分門別類Caterpillar Tractor 卡特皮勒公司Cathay Airlines 國泰航空公司CBS Records 唱片公司CBS 哥倫比亞廣播公司centralization 集中化chameleons/followers 變色龍/跟隨者channel alternatives 可選擇的營銷渠道channel conflicts 渠道沖突channel decisions 渠道決策channel functions 渠道功能channel

13、institutions 渠道組織構(gòu)造channel management 渠道管理channel objectives 渠道目的channel of distribution 分銷渠道channel power 渠道權(quán)益channel-control strategies 渠道控制戰(zhàn)略channel-design decisions 渠道設(shè)計決策channel-management decisions 渠道管理決策channels of communication 傳播渠道Charles Snow 查爾斯斯諾Cherokee 切諾基chevrolet 雪佛萊choice criteria 選

14、擇規(guī)范Christian Dior 克里斯汀迪奧世界著名時裝品牌Chrysler 克萊斯勒Citi Corp 花旗銀行closing a sale 終了銷售clothing retailers 服裝零售商CNN 美國有線新聞網(wǎng)co-branding 結(jié)合品牌code of ethics 職業(yè)品德規(guī)范coercive power 強迫權(quán)cognitive dissonance 認(rèn)識的不協(xié)調(diào)Colgate-Palmolive 高露潔collection of data 數(shù)據(jù)搜集collection 收款co-marketing alliances 結(jié)合營銷聯(lián)盟combination compens

15、ation plan 結(jié)合式薪酬方案Comdex 計算機展銷會commercialization 商業(yè)化commitment 承諾communication channels 傳播渠道communication process 傳播過程communication 信息交流/溝通communications media 傳播媒體company personnel 公司員工Compaq 康柏comparative advertisements 比較廣告comparison of brands 品牌比較compensation deals 補償處置compensation plan 酬金方案comp

16、ensation/rewards 酬金/獎勵compensatory 補償性的competition and industry evolution 競爭和行業(yè)演化competition-orientated pricing 競爭導(dǎo)向定價法competitive advantage 競爭優(yōu)勢competitive (supply-side) evolution 競爭供方演化competitive factors 競爭要素competitive intelligence 競爭情報/信息competitive parity promotion budgeting 競爭均勢促銷預(yù)算法competiti

17、ve strategy 競爭戰(zhàn)略competitive strength 競爭優(yōu)勢/才干competitor analysis 競爭者分析complaint handling 贊揚處置component materials and parts markets 組成資料和零部件市場computerized ordering 計算機化的訂購conclusive research 確定性研討conditions of demand 需求情況conflict and resolution strategies 沖突和處理戰(zhàn)略conformance to specifications 與規(guī)格一致conf

18、ormance 一致性confrontation strategy 對抗戰(zhàn)略conjoint measurement 結(jié)合測度法conjunctive model 結(jié)合模型consumer decision-making 消費者購買決策consumer goods channels 消費品分銷渠道Consumer Goods Pricing Act, USA 美國消費品定價法案consumer goods 消費品consumer markets 消費品市場consumer needs 消費者需求consumer packaged-goods firms 消費者包裝食品公司consumer pr

19、omotion 消費者促銷consumer tests 消費者測試consumer/household market 消費者/家庭市場consumers perceptions 消費者感知consumption 消費contests 競賽contingency planning 權(quán)變方案contract construction 契約建筑業(yè)contract manufacturing 契約制造業(yè)contraction/strategic withdrawal strategy 收縮/戰(zhàn)略性撤離戰(zhàn)略contractual entry modes 契約式進(jìn)入方式contractual vertic

20、al marketing systems 合約式垂直營銷系統(tǒng)contribution margin analysis 邊沿奉獻(xiàn)奉獻(xiàn)毛利分析contributrion margin 邊沿奉獻(xiàn)control strategies 控制戰(zhàn)略convenience food stores 便利食品商店convenience goods 便利品convenience 效力的便利性Cool Whip 清涼維普co-operative advertising 協(xié)作性廣告co-ordination and conflict resolution 協(xié)調(diào)與沖突處理co-production 協(xié)作消費core be

21、nefit proposition (CBP) 中心利益方案/提議corollary-data method 推定數(shù)據(jù)法corporate HQ 公司總部corporate scope 公司運營范圍corporate strategy 公司戰(zhàn)略corporate vertical marketing systems 公司式垂直營銷系統(tǒng)corporate/institutional advertising 團(tuán)體/社會公共機構(gòu)廣告corrective action 矯正行動cost analysis 本錢分析cost effectiveness 本錢有效性cost leadership strat

22、egy 本錢領(lǐng)先戰(zhàn)略cost of capital 資本本錢cost of goods sold (COGS) 產(chǎn)品銷售本錢cost reductions 降低本錢產(chǎn)品cost-and-volume relationship 本錢-數(shù)量關(guān)系cost-oriented pricing 本錢導(dǎo)向定價法cost-plus/mark-up pricing 本錢加成/溢價定價法costs and benefits of marketing functions 營銷職能的本錢和效益costs of competitors 競爭者本錢costs of distribution 分銷本錢countertrad

23、e 對等貿(mào)易coupons 優(yōu)惠券courtesy 禮貌coverage of geographic market 地域性市場的范圍coverage of relevant retailers 相關(guān)零售商的銷售范圍credibility 信譽credit terms 信貸條款critical assumptions 關(guān)鍵假設(shè)cross-elasticity 交叉彈性customary pricing 習(xí)慣性定價法customer analysis 顧客分析customer contact 顧客接觸customer demand 顧客需求customer intimacy 顧客親密度custom

24、er loyalty 顧客忠實度customer need 顧客需求customer organization of sales force 按客戶組織銷售隊伍customer retention 顧客維系/保管customer satisfaction 顧客稱心度customer segment pricing 顧客細(xì)分市場定價customer service 顧客效力customer-oriented pricing 顧客導(dǎo)向定價法customers perception 顧客感知customers preferences 顧客偏好customers price sensitivity 顧

25、客的價錢敏感度customizing 定制 Ddata collection 數(shù)據(jù)搜集data confidentiality 數(shù)據(jù)嚴(yán)密data research 數(shù)據(jù)研討data sources 數(shù)據(jù)來源dealers 經(jīng)銷商deceptive advertisements 欺騙性廣告deciders 決策者declining markets 衰退市場decoding 解碼defect rate 缺陷率defender strategy 防御型戰(zhàn)略defensive new-product development strategy 防御性新產(chǎn)品開發(fā)戰(zhàn)略defensive positionin

26、g 防御性定位delivery time 交付時間delivery 配送Dell Computers 戴爾計算機公司Delta Airlines 三角洲航空公司demand characteristics 需求特征demand curve 需求曲線demand-oriented pricing 需求導(dǎo)向定價法demographic environment 人口統(tǒng)計環(huán)境department stores 百貨商店dependability 可靠性deregulation 放松控制derived demand 衍生需求descriptive research 描畫性研討design decisio

27、ns 設(shè)計決策desired percentage mark-up on retail 預(yù)期零售利潤率desired percentage return 預(yù)期報答率determinant attributes 關(guān)鍵屬性determinants 決議要素different responses 差別反響differentiated defender strategy 差別化防御戰(zhàn)略differentiated marketing 差別化營銷differentiation over time 不同時間的差別differentiation strategy 差別化戰(zhàn)略differentiation 差

28、別化diffusion of innovation theory 創(chuàng)新分散實際dimension 要素dimensions of quality 質(zhì)量維度direct costing profitability analysis 直接本錢盈利性分析direct mail 直接郵寄direct marketing via advertising media 經(jīng)過廣告媒體的直接營銷direct marketing 直接營銷direct product profitability (DPP) 直接產(chǎn)品盈利性/利潤率direct selling 直銷discount rate 貼現(xiàn)率discount

29、stores 折扣商店discount 折扣discount/premium price policies 折扣/溢價戰(zhàn)略discriminant analysis 差別分析法discriminatory adjustments 歧視價風(fēng)格整discriminatory pricing adjustments 歧視定價調(diào)整disjunctive model 分別模型display space 陳列空間disposable income 可支配收入dissonance-attribution hierarchy 不調(diào)和-歸屬層次構(gòu)造distribution channel designs 分銷渠

30、道設(shè)計distribution channel objectives 分銷渠道的目的distribution channel 分銷渠道distribution decisions 分銷決策distribution policies 分銷戰(zhàn)略distribution 分銷distributor/store (private lables) brands 分銷商/私有品牌distributors 分銷商diversification 多元化divest 撤離divest 出讓divestment or liquidation 收回投資或清算dividend 紅利dogs 瘦狗類domestic t

31、arget marketing strategies 國內(nèi)目的市場定位的營銷戰(zhàn)略dropping products 放棄產(chǎn)品dry cleaning 干洗dual/two channel distribution systems 雙重分銷系統(tǒng)duplication 媒體反復(fù)DuPont 杜邦公司durability 耐用性 Eearly vs late adoption 早期采購與后期采購earnings per share 每股收益economic and technological factors 經(jīng)濟技術(shù)要素economic power 經(jīng)濟權(quán)economies of scale 規(guī)模經(jīng)

32、濟education services 教育效力effectiveness 有效性efficiency 效率Electrolux 伊萊克斯emergency goods 急需品Emerson Electric 愛默生電氣emotional appeals 情感訴求empathy 移情作用empirical evidence 閱歷性實例empowerment 授權(quán)encoding 編碼end use 最終運用endorsement 贊同engineering 產(chǎn)品工程設(shè)計entrepreneurial strategy 企業(yè)家戰(zhàn)略entry strategies 進(jìn)入戰(zhàn)略environment

33、and packaging disposal 環(huán)境與包裝處置environment factors 環(huán)境要素environmental scanning 環(huán)境掃描/分析environmental strategy 環(huán)境戰(zhàn)略establishment 機構(gòu)ethical audit 公司倫理審計ethics of marketing 營銷倫理品德ethnic composition 種族構(gòu)成European Community 歐共體evaluation and reward systems 評價與獎勵體系evaluation and selection of supplier 評價和選擇供應(yīng)商

34、evaluation of alternatives 評價替代品/各種選擇evaluation of brands 品牌評價event sponsorship 事件資助event 活動everyday low-price (EDLP) 天天低價evoked set 引發(fā)的組合evolution of market 市場演化exchange 交換exclusive dealing 獨家銷售exclusive distribution 獨家分銷executive summary 執(zhí)行摘要exhibition media 展現(xiàn)廣告媒體existing market 現(xiàn)有市場exit barriers

35、 退出壁壘expansion path 擴張途徑expectation measures 顧客預(yù)期測度expectations of customers 顧客期望expected unit sales 估計產(chǎn)量expected value 期望價值experience curve 閱歷曲線experimental research 實驗性研討expert power 專長權(quán)exploratory research 探求性研討export agents 出口代理商export jobbers 出口零售商export management company 出口管理公司export merchant

36、s 出口貿(mào)易商export 出口exporting 出口商品extended use strategy 擴展運用戰(zhàn)略extending volume growth 擴展市場份額external data sources 外部數(shù)據(jù)來源external environment 外部環(huán)境extrapolation of past sales trends 過去銷售趨勢推測法 Ffacilitating agencies 輔助/中介機構(gòu)factor analysis 要素分析法fads 時髦family branding 家族品牌family life cycle 家庭生命周期family struc

37、ture 家庭構(gòu)造farm products 農(nóng)產(chǎn)品fast-moving consumer goods (FMCG) 快速變動的消費品fear appeals 恐懼/顧慮訴求features 特征Federal Department Stores 聯(lián)邦百貨商店Federal Trade Code FTC) 聯(lián)邦貿(mào)易法案FedEx (Federal Express) 聯(lián)邦快遞feedback data 反響數(shù)據(jù)field test marketing 實地市場測試financing 融資fisheries 漁業(yè)fit and finish 結(jié)實度與外觀fixed costs 固定本錢fixed

38、 salary 固定工資flanker strategy 側(cè)翼進(jìn)攻戰(zhàn)略flanker/fighting brand 戰(zhàn)斗品牌flanking and encirclement strategies 側(cè)翼進(jìn)攻與圍堵戰(zhàn)略flat organizational structure 扁平的組織構(gòu)造FOB origin pricing FOB產(chǎn)地定價法focus strategy 集中戰(zhàn)略followers 跟隨者Ford 福特公司foreign middlemen 國外中間商forestry 林業(yè)formalization 方式/規(guī)范化formulate 制定fortress/position-def

39、ence strategy 防御堡壘戰(zhàn)略Fortune 雜志forward integration 向前一體化franchise systems 特許系統(tǒng)franchising 特許運營free call numbers 免費號碼free goods 免費商品freight-absorption pricing 免收運費定價法fringe benefits 小額津貼frontal attack strategy 正面進(jìn)攻戰(zhàn)略full costing profitability analysis 全本錢盈利性分析full-service wholesalers 全方位效力的零售商function

40、al competencies and resource allocation 職能才干與資源分配functional efficiency 職能效率functional organization of sales force 按銷售職能組織銷售隊伍functional organizational structure 職能型組織構(gòu)造functional performance 功能性能functional strategy 職能戰(zhàn)略 Ggames 競賽gap 差距gatekeepers 信息傳送者general behavioral descriptors 普通行為變量General Ele

41、ctric (GE) 通用電氣General Foods Corporation 通用食品general merchandise discount chains 群眾商品折扣連鎖店General Motors 通用汽車geodemographics 區(qū)域人口統(tǒng)計特征geographic adjustments 地理調(diào)整geographic distribution 地理分布geographical organization of sales force 按地域組織銷售隊伍Gillette 吉列剔須刀global adjustments 全球調(diào)整global elite consumer seg

42、ment 全球精英消費品市場global expansion 全球擴張global marketing control 全球營銷控制global markets 全球市場global niche strategy 全球時機戰(zhàn)略global standardization strategy 全球規(guī)范化戰(zhàn)略global teenage segment 全球青少年市場globalization 全球化global-market expansion 全球市場擴張goals 總目的going-rate/competitive parity pricing 競爭性平價定價法goods producers

43、產(chǎn)品制造商Goodyear 固特異輪胎government agencies 政府機構(gòu)government buyers 政府采購者government market 政府市場government regulation 政府控制greenhouse effect 溫室效應(yīng)grey market 灰色市場gross domestic product (GDP) 國內(nèi)消費總值gross margin 毛利gross national product (GNP) 國民消費總值gross profit 毛利gross rating points (GRPs) 總級別指數(shù)group/category p

44、roduct manager 類別產(chǎn)品經(jīng)理growing markets 生長市場growth rate of market 市場增長率growth stage of product life cycle 產(chǎn)品生命周期的生長階段growth-extension strategies 增長擴張戰(zhàn)略growth-market strategies for market leaders 市場指點者的市場增長戰(zhàn)略growth-market strategy 生長性市場戰(zhàn)略growth-market targeting strategy 生長性市場定位戰(zhàn)略guarantee/warranty 保證/擔(dān)保

45、guarantees 保證Gucci 古琦世界著名時裝品牌 HHaagen-Dazs 哈根達(dá)斯hard technology 硬技術(shù)Harvard Business Review harvest 收獲harvesting pricing 收獲定價法harvesting strategy 收獲戰(zhàn)略health care 醫(yī)療保健health maintenance organizations (HMOs) 美國衛(wèi)生保健組織heavy buyer 大客戶Heileman Brewing CompanyHeinz 亨氏食品helpfulness 有益性Henkel 漢高Hertz 赫茲美國汽車租賃巨

46、頭Hewlett-Packard 惠普公司hierarchy of strategy 戰(zhàn)略的層次high margin/low-turnover retailers 高利潤/低周轉(zhuǎn)率的零售商high market share global strategy 高市場份額全球戰(zhàn)略high-contact service system 高接觸效力系統(tǒng)high-involvement product 高參與產(chǎn)品high-involvement purchase 高參與購買hight market share 高市場份額戰(zhàn)略Hilton 希爾頓Holiday Inns 假日旅館homogeneous m

47、arket 同質(zhì)市場Honda 本田household/family life cycle 家庭生命周期household 家庭hybrid technology 混合技術(shù) IIBM 國際商用機器idea generation 創(chuàng)意的產(chǎn)生/生成ideas for new products 新產(chǎn)品創(chuàng)意/想象idea-screening process 創(chuàng)意挑選過程identification of segments 識別細(xì)分市場Illinois Tool Works 伊利諾斯工具廠image pricing 籠統(tǒng)定價imitative positioning 模擬定位imitative stra

48、tegy 模擬戰(zhàn)略impact evaluation 影響評價impersonal sources 非個人的信息來源implementation and control of marketing programs 營銷方案的執(zhí)行和控制implementation 實施improvements in or revisions of existing products 現(xiàn)有產(chǎn)品的改良或修正impulse buying 激動購買impulse goods 激動購買品incentives 鼓勵income 收入increased penetration strategy 添加浸透戰(zhàn)略indirect

49、costing profitability analysis 間接本錢盈利性分析individual brand 個別品牌individual value 個人價值industrial goods & services 工業(yè)產(chǎn)品和效力industrial goods channels 工業(yè)品分銷渠道industry attractiveness 行業(yè)吸引力industry attractiveness-business position matrix 行業(yè)吸引力-業(yè)務(wù)位置矩陣industry dynamics 產(chǎn)業(yè)動態(tài)industry evaluation 產(chǎn)業(yè)評價industry evolu

50、tion 產(chǎn)業(yè)演化inelastic 缺乏價錢彈性influencers 影響者infocommunications industry 信息通訊行業(yè)infomercials 商業(yè)信息廣告information age 信息時代information search 信息搜集information technology 信息技術(shù)information 信息informative 告知性的ingredient 成份in-home personal interview 個人家庭訪談in-house use tests 內(nèi)部運用測試innovation 創(chuàng)新innovativeness 創(chuàng)新性insta

51、llation 設(shè)備in-store display 店內(nèi)展現(xiàn)in-store positioning 店內(nèi)規(guī)劃in-store promotion 店內(nèi)促銷intangibles 無形integrated marketing communication plan (IMC) 整合營銷傳播方案integration of perception 感知整合integration 整合Intel 因特爾intensity of market position 市場位置的集中程度intensity 集中程度intensive distribution 密集型分銷interactions across

52、multiple target markets 多目的市場間的相互作用interactive media 交互式媒體interest rates 利率internal data sources 內(nèi)部數(shù)據(jù)來源internal marketing 內(nèi)部營銷internal organizational structure 內(nèi)部組織構(gòu)造international advertising 國際廣告international channels 國際分銷渠道international division 國際分部international marketing 國際營銷international organi

53、zational design 國際組織設(shè)計internationalization of services 效力的國際化introductory stage of product life cycle 產(chǎn)品生命周期的推出階段inventory level 庫存程度investor relations advertising 投資關(guān)系廣告issue advertising 觀念廣告 JJaquar 美洲豹Jell-O 吉露jobbers 零售商Johnson & Johnson 強生joint ventures 合資jury of executive opinion 行政管理人員群體意見法ju

54、st noticeable difference (JND) 恰巧留意到的差別just-in-time (JIT) management system 準(zhǔn)時制管理體系just-in-time purchasing arrangements 及時采購安排 KKao 花王Keiritsu 凱萊通Kellogg 凱洛格公司Kentucky Fried Chicken (KFC) 肯德基key account management 主要客戶管理key accounts 關(guān)鍵客戶key benefits 中心利益key environmental issue identification 確定主要的環(huán)境

55、問題key variables 關(guān)鍵變量key/house accounts 關(guān)鍵/機構(gòu)客戶Kmart 凱瑪特Kodak 柯達(dá)Komatsu 小松公司Kraft 卡芙 Llaboratory tests 實驗室測試leapfrog strategy 蛙跳戰(zhàn)略learning hierarchy 學(xué)習(xí)層級構(gòu)造legal services 法律效力legislation 立法legitimate power 法定權(quán)l(xiāng)evel of compensation 酬金程度level of technical sophistication 技術(shù)的復(fù)雜程度Levi Strauss 李維史特勞斯Levis 列

56、維斯全球最大的牛仔服制造商lexicographic model 詞典編纂模型lifestyle 生活方式limited-service wholesalers 有限效力的零售商line extension 產(chǎn)品線擴展line filling 產(chǎn)品線填充line stretching 產(chǎn)品線延伸list price 訂價Lloyds of London 倫敦勞埃德保險公司localizaiton strategy 本地化戰(zhàn)略location pricing 場所定價location 位置lodging 房屋出租logistical alliances 后勤聯(lián)盟long-term memory

57、長期記憶lost customer 失去的顧客Louis Vuitton 路易威登法國著名時髦品牌low-contact service system 低接觸效力系統(tǒng)low-cost defender 低本錢防御型low-cost position 低本錢位置low-involvement hierarchy 低參與程度層級構(gòu)造Lucent Technologies 朗訊科技 Mmacro risks 宏觀風(fēng)險macroenvironment 宏觀環(huán)境macrosegmentation 宏觀細(xì)分mail-order retailers 郵購零售商maintaining market share

58、 堅持市場份額maintenance strategy 堅持戰(zhàn)略management overhead 管理費mandatory adaptation 強迫性順應(yīng)manufacturer brand 制造商/全國性品牌manufacturers agents/representatives 消費商的代理商/銷售代表manufacturers export agents (MEA) 制造商出口代理manufacturers sales offices/branches 消費商的銷售辦事處/分支機構(gòu)manufacturing process 制造過程manufacturing 制造業(yè)market

59、aggregation strategy 整體市場戰(zhàn)略market attractiveness factors 市場吸引力要素market attractiveness 市場吸引力market attractiveness/business position matrix 市場吸引力/業(yè)務(wù)位置矩陣market circumstances 市場環(huán)境market demorgraphics 市場人口分布/統(tǒng)計特征market dimension 市場量度market entry strategies 市場進(jìn)入戰(zhàn)略market exclusion 市場排斥market expansion stra

60、tegy 市場擴張戰(zhàn)略market factors 市場要素market followers 市場跟隨者market growth rate 市場增長率market hirarchy 市場等級market inclusion 市場納入market leaders 市場指點者market measurement 市場丈量market opportunity analysis 市場時機分析market oriented 以市場為導(dǎo)向的market position factors 市場位置要素market positioning analysis 市場定位分析market potential me