第十六章

Personal selling 人员销售 salesperson 销售人员 sales force management 销售人员管理

Territorial sales force structure 区域销售队伍结构 product sales force structure 产品销售队伍结构 customer sales product force structure 顾客销售队伍结构 outside sales force(or field sales force) inside sales force 内部销售人员 team selling 团队销售 sales quota 销售配额 sales process 推销过程 prospecting 发掘 preapproach 销售准备 approach 接近 presentation介绍 handing objections 处理争议 closing 成交 follow-up 顾客跟进和维持

Sales promotion 销售促进 customer promotions 消费者促进 event marketing 事件营销 trade promotions交易促销 business promotions 产业促销

第十七章

Direct marketing直复营销 customer database顾客数据库 direct-mail marketing 直接邮寄营销 catalog marketing购物目录营销 telephone marketing电话营销 direct-response television marketing 电视营销 online marketing网络营销 internet互联网 click-only companies 网络公司 click-and-momrtar companies网络和实体公司 business-to-comsumer online marketing 企业对消费者网络营销 b2b 企业对消费网络营销c2c消费者对消费者的网络营销 c2b. 消费者对企业的网络营销 Marketing Web site营销网站 online advertising网络广告 viral marketing病毒营销 online social network网上社交网站

第十八章

1、Competitive advantage ：竞争优势 2、competitor analysis ：竞争对手分析 3、competitive marketing strategies 竞争营销战略 4、identifying competitors：识别竞争者 5、strategic group ：战略集团 6、benchmarking ：标杆瞄准 7、estimating competitors’ reaction :评估竞争者的反应 8、customer value analysis ：顾客价值分析 9、designing a competitive intelligence system :设计竞争情报系统 10、competitive strategies 竞争战略（entrepreneurial marketing 创业营销 formulated marketing 规范化营销 intrepreneurial marketing 再创新营销） 11、basic competitive strategies ：基本竞争战略（overall cost leadership 全面成本领先战略 differentiation 差异化战略 focus 聚焦战略） 12、competitive position 竞争定位 13、market leader ：市场领导者 14、market challenger ：市场挑战者 15、market follower ：市场跟随者 16、competitor-centered company:竞争性企业 17、customer-centered company:顾客导向企业 18、market-centered company：市场导向企业

第十九章

Global firm全球企业 Economic community 经济团体 Countertrade 对等贸易 Exporting 出口 Joint venturing 联合企业 Licensing 许可

1Direct marketing直复营销 Contract manufacturing 合同制造

Management contracting 管理合同 joint ownership 合资企业

direct investment直接投资 standardized global marketing 标准化全球营销 adapted global marketing 调整的全球营销 straight product extension 直接产品延伸 product adaptation产品调整 product invention 产品创新 communication adaptation 沟通调整战略 whole-channel view 整体渠道观

第二十章

1.sustainable marketing 可持续营销

2.consumerism 消费者保护主义

3.environmentalism 环境保护主义

4.environmental sustainability 环境可持续性

5.consumer-oriented marketing 消费者导向的营销

6.customer-value marketing 顾客价值营销

7.innovative marketing 创新性营销

8.sense-of-mission marketing 使命感导向的市场营销

9.societal marketing 社会营销

10.deficient product 缺陷产品

11.pleasing products 满意产品

12.salutary products 有益产品

13.desirable products 讨好产品

第十六章

Personal selling 人员推销

personal presentation by the firm's sales force for purpose of making sales and building customer relationships人员推销是指营销人员直接面对面地与顾客沟通，向顾客销售产品并与顾客建立持久关系为目的。

salesperson 销售人员

an individual representing a company to customer by performing one or more of the following activities :prospecting ,communicating, selling, servicing ,information gathering 个人代表公司与顾客接触，执行下列一个或多个活动：发掘潜在客户、交流、销售、服务、信息采集。

ales force management 销售人员管理

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 firm’s salespeople. 分析，计划，执行和控制销售人员的活动，包括筹划销售队伍策略及结构，以及应聘、选拔、培训、激励、监督和评估销售人员。

Territorial sales force structure 区域销售队伍结构

A sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company’s full line 每个销售人员都分配到一个自己专职的服务地区，并在这个地区内推销公司的所有产品和服务

product sales force structure 产品销售队伍结构

A sales force organization under which salespeople specialize in selling only a portion of the company’s products or lines.根据产品线来划分来组织销售人员

customer sales product force structure 顾客销售队伍结构

A sales force organization under which salespeople specialize in selling only a certain customer or industries.y按照顾客或行业线来组织销售人员。

outside sales force(or field sales force)外部销售人员、现场销售人员

Outside salespeople who travel ti call on customers in field. 外出拜访顾客的销售人员

inside sales force 内部销售人员

Inside salespeople who conduct business from their offices via telephone,the internet,or visits from prospective buyers. 内部销售人员通过他们的办公室电话，互联网，或接待潜在顾客访问来开展业务。

team selling 团队销售

Using teams of people from sales,marketing,engineering,finance,technical support,and even upper management to service large,complex accounts.利用从销售，营销，工程，财务，技术支持甚至上层管理，为需求复杂的大型客户提供帮助。。

sales quota 销售配额

A standard that states the amount a salesperson should sell and how sales should be divided among the company’s products.一个标准，用来规定销售人员的最低销售量以及销售额在公司各种产品之间的分配比例。

sales process 推销过程

The step that the salesperson follows when selling,which include prospecting and qualifying,preapproach approach,presentation and demonstration,handing objections,closing,and follow-up. 推销人员在销售时按照的步骤，包括推销、发掘潜在顾客和鉴定资格，销售准备、接近顾客、介绍和示范、处理争议、成交、跟进和维持。

prospecting 发掘

The step in the selling process in which the salesperson or company identifies qualified potential customers. 在销售过程中，销售人员或公司找出合格的潜在客户的步骤。

Preapproach 销售准备

The step in the selling process in which the salesperson learns as much as possible about a prospective customer before making a sale call.在销售过程中，销售人员在销售拜访前应该尽可能多的了解一个潜在顾客的步骤。

Approach 接近

The step in the selling process in which the salesperson meets the customer for the first time. 在销售过程中，销售人员第一次会见顾客的步骤。

Presentation 介绍和示范

The step in the selling process in which the salesperson tells the “value story”to the buyer,showing how the company’s offer solves the customer’s problem.在销售过程中，销售人员告诉购买者产品的利益所在，解释产品如何能解决顾客的问题。

handing objections 处理争议

the step in the selling process in which the salesperson seeks out,clarifies,and overcomes customer objections to buying. 在销售过程中，销售人员寻找出、阐明和克服顾客异议并购买产品的步骤。

Closing 成交

the step in the selling process in which the salesperson asks the customer for an order.在销售过程中，销售人员向顾客要求一个订单的过程。

follow-up 顾客跟进和维持

The last step in the selling process in which the salesperson follows up after the sale to ensure customer satisfaction and repeat business.在销售过程中的最后一步，销售人员跟进售后，保证客户满意和重复购买。

Sales promotion 销售促进

Short-term incentives ti encourage the purchase or sale of product or service 指短期的激励活动目的是鼓励对某一产品或服务的购买或销售。

customer promotions 消费者促进

Sales promotion tools used to boost short-term customer buying and involvement or to enhance long-term customer relationships.用来提高短期消费者的购买和参与或者提高长期的客户关系。

event marketing 事件营销

Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others.制造一个品牌营销事件或作为他人所举办活动的唯一或指定赞助商。

trade promotions交易促销

Sales promotion tools used to persuade resellers to carry a brand,give it shelf space,promote it in advertising,and push it to consumer.说服零售商销售某个品牌，给予架货空间，在广告中促销并推销给消费者。

Business promotion 产业促销

Sales promotion tools used to generate business leads stimulate purchase,reward customers,and motivate salespeople.产业促销能够产生潜在的产业客户，刺激购买、奖励客户并激励促销人员。

第十七章

1Direct marketing直复营销

Connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationship.

指与仔细挑选的单个消费者之间的直接联系，目的在于能够获得顾客的及时响应以及培养持久的顾客关系。

Customer database顾客数据库

An organized collction of comprehensive data about individual customers or prospects,including geographic,demographic,psychographic,and behavioral data.

对于个体顾客或者厂家的广泛信息的有组织的收集，包括地理、人口统计、心理和行为等方面的数据。

Direct-mail marketing 直接邮寄营销

Direct marketing by sending an offer,announcement,reminder,or other item to a person at a particular physical or virtual address.

指将产品、宣传单、纪念品或其他东西寄送给某个特定的人或虚拟地址的直复营销。

Catalog marketing购物目录营销

Direct marketing through print,video,or digital catalogs that are mailed to select customers,made available in stores,or presented online.

通过印刷、录像、寄给客户选择的数字目录、或者在商店中可以触及到的以及网上呈递的直复营销

Telephone marketing电话营销

Using the telephone to sell directly to customers.

通过电话直接向消费者销售

Direct-response television marketing 电视营销

Direct marketing via television,including direct-response television advertising (or infomercials) and home shopping channels.

电视营销主要包括直接答复电视广告和家庭购物频道

Online marketing网络营销

Commpany efforts to market products and services and build customer relationships over the internet.

公司通过互联网提供产品服务以及建立客户关系

Internet互联网

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”

一个连接着世界各地所有类型使用者，并可以获得令人惊奇的“海量信息”的公共电脑网络

Click-only companies 网络公司

The so-called dot-coms ,which operate only online without any brick-and-mortar market presence

所谓的网络公司就是指只在网上运转而没有实体市场的存在。

Click-and-momrtar companies网络和实体公司

Traditional brick-and-mortar companies that have added online marketing to their operations

在经营中增加了网络营销业务的传统实体公司。

Business-to-comsumer online marketing 企业对消费者网络营销

Businesses selling goods and services online to final consumers

企业通过网络向最终消费者销售产品和提供服务。

Business-to-Businesser online marketing B2b 企业对企业的网络营销

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 and better prices

企业使用B2B网站、电子邮件、网络产品目录、网上交易平台以及其他的网络资源来吸引新客户，更有效的服务现有客户，以及进行更有效、更低价格的购买。

Comsumer-to-comsumer online marketing Ctc 消费者对消费者的网络营销

online exchanges of goods and information between final consumers

最终消费者在网上所进行的产品和信息的交换

Comsumer-to-Businessonline marketing C2b消费者对企业的网络营销

Online exchange in which consumers search out sellers ,learn about their offers， and initiate purchases ,sometimes even driving transaction terms.

网络交换中消费者可以搜寻卖者、了解他们提供的信息、提出购买邀约，有时甚至可以发起交易条款

Corporate (or brand) web site

A web site designed to build customer goodwill ,collect customer feedback ,and supplement other sales channels,rather than to sell the company’s products directly.

设计这些网站的目的是建立顾客信誉、收集顾客反馈和对其他销售渠道进行补充，而不是直接销售其产品

Marketing Web site营销网站

A web site that engages consumers in interactions that will move them closer to a direct purchade or other marketing outcome

一些网站吸引消费者的兴趣，进行互动来促使他们直接购买或者取得其他的营销成果。

online advertising网络广告

Advertising that appears while consumers are surfing the web,including display ads,search-related ads ,online classifieds,and other forms.

当消费者在网上冲浪时所出现的广告包括展示广告、相关搜寻广告、网络分类以及其他形式的广告。

viral marketing病毒营销

The internet version of word-of-mouth marketing-web sites,videos.e-mail messages,or other marketing events that are so infectious that customers will want to pass thwm along to friends.

他是口碑营销的网络版，指创建网站、视频、电子邮件或其他具有强大感染性的营销事件，是顾客希望将其传递给他们的朋友。

online social network网上社交网站

Online social communities -blogs,social networking web sites,or event virtual worlds -where people socialize or exchange information and opinions.

人们可以在网上社群-博客、社交网址、虚拟世界里交际、交换信息以及自己的想法。

第十八章

1、Competitive advantage ：竞争优势

An advantage over competitors gained by offering consumer greater value than competitors do. 竞争优势的获得主要是通过向消费者提供比竞争对手更多的价值。

2、competitor analysis ：竞争对手分析

The process of identifying key competitor; assessing their objective, strategies, strengths and weaknesses, and reaction patterns and selecting which competitors to attack or avoid.确认关键竞争对手的方法：分析他们的目标、战略、优势和劣势，以及运作模式；最后选择将哪些竞争对手作为竞争或者回避对象。

3、competitive marketing strategies 竞争营销战略

Strategies that strong position…… possible strategic advantage. 强势企业应对竞争对手的战略可以给企业带来最大化战略优势。

4、strategic group ：战略集团

A group of firms in an industry following the same or a similar strategy.

指哪些在相同产业的相同目标市场采取想通过或相似战略的一组企业。

5、benchmarking ：标杆瞄准

The process of comparing the company’s product ……and find ways to improve quality and performance.将本企业的产品和流程与竞争者或者其他行业中的领先企业比较以寻求改进质量和绩效的方法。

6、customer value analysis ：顾客价值分析

Analysis conduct to determine what benefits target ……value of various competitor’s offers. 分析行为主要是为了确定顾客的利益点，以及顾客如何评价不同企业的产品的相对价值。

7、market leader ：市场领导者

The firm in an industry with the largest market share.这样的企业在行业中具有最大的市场份额。

8、market challenger ：市场挑战者

A runner-up firm that in fighting hard to increase its market share in an industry. 这样的企业加大力气扩大原有市场规模。

9、market follower ：市场跟随者

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场份额，不愿破坏整个行业的秩序。

10、market nicher:市场补缺者

A firm that serves small segments that the other firms in an industry overlook or ignore. 服务于那些不被其他企业重视的细分市场。

11、competitor-centered company:竞争性企业

A company whose moves are mainly based on competitors’ action and reaction. 将大部分时间用于追踪竞争对手的行动和市场份额。

12、customer-centered company:顾客导向企业

A company that rocuses on customer developments in designing its marketing strategies and on delivering superior value to its target customers. 企业在改进营销战略时聚焦于顾客以及向目标顾客让渡卓越的价值。

13、market-centered company：市场导向企业

A company that pays balanced attention to both customers and competitors in designing its marketing strategies. 在设计营销战略时这种企业在消费者和竞争对手知己爱你保持平衡。

第十九章

Global firm全球企业

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.

在一个以上的国家开展经营活动，并获得市场营销、生产、研发和金融优势的公司，而这些优势是只在国内经营的企业无法得到的。

Economic community 经济团体

A group of nations organized to work toward common goals in the regulation of international trade.

一些国家以突破国际贸易的管制为共同目标而组织起来建立国家集团。

Countertrade 对等贸易

international trade involving the direct or indirect exchange of goods for other goods instead of cash.

对等贸易就是在国际贸易中涉及用其他商品替代现金支付的商品的直接或间接交换。

Exporting 出口

Entering foreign market by selling goods produced in the company’s home country ,often with little modification.

通过销售公司母国生产的产品进入国外市场，产品通常只需要较小的修改。

Joint venturing 联合企业

Entering foreign markets by joining with foreign companies to produce or market a product or service.

通过与外国公司组建合资企业生产或营销产品或服务来进入外国市场。

Licensing 许可

A method of entering a foreign market in which the company enters into an agreement with a license in the foreign market.

是一种进入国际市场的简单途径，在国外市场中，公司与国外被许可人达成协议。

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 service.

公司与国外制造商签订合同，由其负责生产产品和提供服务。

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.

由国内公司向国外公司提供管理知识，后者自己提供资本，此时公司出口的是管理服务而不是产品。

joint ownership 合资企业

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.

是由当地公司与国外投资者联合创办的企业，合资方分享所有权和控制权。

direct investment直接投资

Entering a foreign market by developing foreign-based assembly or manufacturing facilities.

通过建立国外组装厂或制造厂进入一个外国市场。

standardized global marketing 标准化全球营销

An international marketing strategy for using basically the same marketing strategy and mix all the company’s international markets.

标准化全球营销指在全球范围内运用几乎一模一样的市场营销战略和市场营销组合。

adapted global marketing 调整的全球营销

An international marketing 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.

调整的全球营销指生产者根据各个目标市场的需求来调整其营销战略和营销组合要素，虽然成本较高，但有望获得大的市场份额和回报。

straight product extension 直接产品延伸

marketing a product in a foreign market without any change.

公司不做任何改变地在国外销售产品。

product adaptation产品调整

Adapting a product to meet local conditions or wants in foreign markets.

根据国外市场当地条件或需求对产品做出修正。

product invention 产品创新

Creating new products or services for foreign markets.

为特别的国别市场创造新产品。

communication adaptation 沟通调整战略

A global communication strategy of fully adapting advertising messages to local markets.

指针对当地市场的需求特点充分地调整沟通信息的一个全国沟通战略。

whole-channel view 整体渠道观

Designing international channels that take into account the entire global supply chain and marketing channel,forging an effective global valve delivery network.

对整个全球供应链和市场渠道都高度关注，有效地设计和管理整个全球价值运送网络。

第二十章

1.sustainable marketing 可持续营销

Marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs .

满足消费者和企业当前需求的,同时保持或提高满足未来需求能力的营销方式。

2.consumerism 消费者保护主义

An organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers .

一场由公民和政府机构组织来改善消费者对于商家的权利和权力的运动

3.environmentalism 环境保护主义

An organized movement of concerned citizens and government agencies to protect and improve people`s current and future living environment .

一个由相关公民和政府机构组织的保护和改善人们的当前和未来的生活环境的运动。

4.environmental sustainability 环境可持续性

A management approach that involves developing strategies that both sustain the environment and produce profits for the company.

一种涉及到既可保持好环境又能为公司创造利益的可持续发展战略的管理方法。

5.consumer-oriented marketing 消费者导向的营销

The philosophy of sustainable marketing that holds that the company should view and organize its marketing activities from the consumer`s point of view

一种坚持公司考虑和组织营销活动应该站在消费这角度的可持续营销的观念。.

6.customer-value marketing 顾客价值营销

A principle of sustainable marketing that holds that a company should put most of its resources into customer-value-building marketing investments.

一种认为公司应该将它大部分资源放在创立价值的营销投资上的可持续营销原则。

7.innovative marketing 创新式营销

A principle of sustainable marketing that requires that a company seek real product and marketing improvement .

一种要求公司寻求实际产值和营销改善的可持续营销原则。

8.sense-of-mission marketing 使命感导向的市场营销

A principle of sustainable marketing that holds that a company should define its mission in broad social terms rather than narrow product terms .

一种认为公司应该以广泛的社会观点而非狭窄的产品观点来阐述其使命的可持续营销的原则。

9.societal marketing 社会营销

A principle of sustainable marketing that holds that a company should make marketing decisions by considering consumers`wants ,the company`s requirements,consumers`long-run interests and society`s long-run interests

一种认为公司在作营销决策时，不仅要考虑消费者的需求和公司的需要，还要考虑消费者和社会的长期利益的可持续营销原则。

10.deficient products 缺陷产品

Products that have neither immediate appeal nor long-run benefits.

一种既没有直接的吸引力也没有长期利益的产品。

11.pleasing products 满意产品

Products that give high immediate satisfaction but may hurt consumers in the long run .

一种给予高即刻满足感但从长远来看可能会使消费者不满意的产品。

12.salutary products 有益产品

Products that have low appeal but may benefit consumers in the long run .

一种当前吸引力较低但可能从长远来看有利于消费者的产品。

13.desirable products 讨好产品

Products that give both high immediate satisfaction and high long-run benefits.

一种既可以提供高的即刻满意度又能提供长期利益的产品。

市场营销第十三版专业术语15-20翻译