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英汉《营销学》常用词汇Aabstractorexecutivesummary（报告）摘要或结语acknowledgmentresponse感知性反应actionclose（鼓励）行动性结尾activelistening积极地倾听activeverb主动式的动词adjustment调整alliteration头韵allness误以为全面alternatingpattern交替方式AMSSimplifiedformat行政管理协会简化式格式analyticalreport分析性报告annualreport年度报告argument论点assumption假设Bbargraph条状图behavioralinterviews行为式面试bias-freelanguage非歧视性语言bibliography参考书目blindads（没有公司名称的）盲目广告blindcopies盲目（抄送）副本blindering丧失方向性blockformat齐头式blocking阻碍bodylanguage身体语言body主体；正文boilerplate引用boxhead表头栏brainstorming头脑风暴法branchingquestion分叉式问题bridge过渡buffer委婉语buildinggoodwill树立良好的信誉bullets项目符号或编号businessslang商业俚语businessese商业行话buyingtimewithlimitedagreement在有限制协议下的购买时间bypassing旁路；错误传达CcableTV有线电视Cadillac凯迪拉克Campbell'sSoup金宝汤业公司capitalgains资本收益capitalinvestedinproduct产品投入资本Carnival嘉年华cashcows现金牛类cashdiscounts现金折扣cataloguesales目录销售categorizationofperception感知分类categorization分门别类CaterpillarTractor卡特皮勒公司CathayAirlines国泰航空公司CBSRecords唱片公司CBS哥伦比亚广播公司centralization集中化chameleons/followers变色龙/跟随者channelalternatives可选择的营销渠道channelconflicts渠道冲突channeldecisions渠道决策channelfunctions渠道功能channelinstitutions渠道组织结构channelmanagement渠道管理channelobjectives渠道目标channelofdistribution分销渠道channelpower渠道权力channel-controlstrategies渠道控制战略channel-designdecisions渠道设计决策channel-managementdecisions渠道管理决策channelsofcommunication传播渠道CharlesSnow查尔斯•斯诺Cherokee切诺基chevrolet雪佛莱choicecriteria选择标准ChristianDior克里斯汀•迪奥（世界著名时装品牌）Chrysler克莱斯勒CitiCorp花旗银行closingasale结束销售clothingretailers服装零售商CNN美国有线新闻网co-branding联合品牌codeofethics（职业）道德标准coercivepower强制权cognitivedissonance认识的不协调Colgate-Palmolive高露洁collectionofdata数据收集collection收款co-marketingalliances联合营销联盟combinationcompensationplan结合式薪酬方案Comdex计算机展销会commercialization商业化commitment承诺communicationchannels传播渠道communicationprocess传播过程communication信息交流/沟通communicationsmedia传播媒体companypersonnel公司员工Compaq康柏comparativeadvertisements比较广告comparisonofbrands品牌比较compensationdeals补偿处理compensationplan酬金方案compensation/rewards酬金/奖励compensatory补偿性的competitionandindustryevolution竞争和行业演变competition-orientatedpricing竞争导向定价法competitiveadvantage竞争优势competitive(supply-side)evolution竞争（供方）演变competitivefactors竞争因素competitiveintelligence竞争情报/信息competitiveparitypromotionbudgeting竞争均势促销预算法competitivestrategy竞争战略competitivestrength竞争优势/能力competitoranalysis竞争者分析complainthandling投诉处理componentmaterialsandpartsmarkets组成材料和零部件市场computerizedordering计算机化的订购conclusiveresearch确定性研究conditionsofdemand需求情况conflictandresolutionstrategies冲突和解决战略conformancetospecifications与规格一致conformance一致性confrontationstrategy对抗战略conjointmeasurement联合测度法conjunctivemodel联合模型consumerdecision-making消费者（购买）决策consumergoodschannels消费品分销渠道ConsumerGoodsPricingAct,USA美国消费品定价法案consumergoods消费品consumermarkets消费品市场consumerneeds消费者需求consumerpackaged-goodsfirms消费者包装食品公司consumerpromotion消费者促销consumertests消费者测试consumer/householdmarket消费者/家庭市场consumers'perceptions消费者感知consumption消费contests竞赛contingencyplanning权变计划contractconstruction契约建筑业contractmanufacturing契约制造业contraction/strategicwithdrawalstrategy收缩/战略性撤退战略contractualentrymodes契约式进入模式contractualverticalmarketingsystems合约式垂直营销系统contributionmarginanalysis边际贡献（贡献毛利）分析contributrionmargin边际贡献controlstrategies控制战略conveniencefoodstores便利食品商店conveniencegoods便利品convenience服务的便利性CoolWhip清凉维普co-operativeadvertising合作性广告co-ordinationandconflictresolution协调与冲突解决co-production合作生产corebenefitproposition(CBP)核心利益方案/提议corollary-datamethod推定数据法corporateHQ公司总部corporatescope公司（经营）范围corporatestrategy公司战略corporateverticalmarketingsystems公司式垂直营销系统corporate/institutionaladvertising团体/社会公共机构广告correctiveaction矫正行动costanalysis成本分析costeffectiveness成本有效性costleadershipstrategy成本领先战略costofcapital资本成本costofgoodssold(COGS)产品销售成本costreductions降低成本产品cost-and-volumerelationship成本-数量关系cost-orientedpricing成本导向定价法cost-plus/mark-uppricing成本加成/溢价定价法costsandbenefitsofmarketingfunctions营销职能的成本和效益costsofcompetitors竞争者成本costsofdistribution分销成本countertrade对等贸易coupons优惠券courtesy礼貌coverageofgeographicmarket地域性市场的范围coverageofrelevantretailers相关零售商的销售范围credibility信誉creditterms信贷条款criticalassumptions关键假设cross-elasticity交叉弹性customarypricing习惯性定价法customeranalysis顾客分析customercontact顾客接触customerdemand顾客需求customerintimacy顾客亲密度customerloyalty顾客忠诚度customerneed顾客需要customerorganizationofsalesforce按客户组织销售队伍customerretention顾客维系/保留customersatisfaction顾客满意度customersegmentpricing顾客细分市场定价customerservice顾客服务customer-orientedpricing顾客导向定价法customers'perception顾客感知customers'preferences顾客偏好customers'pricesensitivity顾客的价格敏感度customizing定制Ddatacollection数据收集dataconfidentiality数据保密dataresearch数据研究datasources数据来源dealers经销商deceptiveadvertisements欺骗性广告deciders决策者decliningmarkets衰退市场decoding解码defectrate缺陷率defenderstrategy防御型战略defensivenew-productdevelopmentstrategy防御性新产品开发战略defensivepositioning防御性定位deliverytime交付时间delivery配送DellComputers戴尔计算机公司DeltaAirlines三角洲航空公司demandcharacteristics需求特征demandcurve需求曲线demand-orientedpricing需求导向定价法demographicenvironment人口统计环境departmentstores百货商店dependability可靠性deregulation放松管制deriveddemand衍生需求descriptiveresearch描述性研究designdecisions设计决策desiredpercentagemark-uponretail预期零售利润率desiredpercentagereturn预期回