【正文】 D expenditure 研究開發(fā)戰(zhàn)略 race and ethnic origin 種族和民族 rack jobbers 供應超級市場的批發(fā)商 rank ordering 排序 rate of adoption 采購率rateofreturn/target return pricing 回報率/目標回報定價法rational appeals 理性訴求 rationale 基本原理reactive and proactive responses 反應及前攝策略reactive newproduct development strategy reactor strategy 反應型戰(zhàn)略 rebates 回扣 recall tests 記憶測試 receiver 接收者 reciprocity 利益互惠recognition of problem/need 發(fā)現(xiàn)問題/需求 recognition tests 認知測試 recreation 娛樂業(yè)recruitment and selection 招聘與選拔 recycling of packaging 包裝回收（利用）reference group 參照群體 referent power 參照權(quán) refocus 鞏固 refunds 退款refusal to deal 拒絕經(jīng)營 regression analysis 回歸分析法 regulation 管制related/concentric diversification 相關/同心多元化relational VMSs 相關式垂直營銷系統(tǒng) relative attractiveness of declining markets 衰 6 / 10退市場的相對吸引力relative market potential 相對市場潛力 relative market share 相對市場份額 reliability 可靠性repeat purchase behavior 重復購買行為 repetition 重復repositionings 重新定位產(chǎn)品 requirements planning 需求計劃 reseller 中間商resident buyers 常駐采購員resource allocation/deployment 資源配置 response strategies 反應策略 response to munication 傳播響應 responsive strategy 反應型新產(chǎn)品開發(fā)戰(zhàn)略 responsiveness 響應性retail coverage strategy 零售范圍戰(zhàn)略 Retail Index 零售指數(shù) retail sales 零售額retailer cooperatives 零售商合作社 retailer 零售商retailing trends 零售趨勢Return on Equity(ROE)權(quán)益回報率 Return on Investment(ROI)投資回報率 Return on Net Assets(RONA)凈資產(chǎn)回報率reverse engineering 反向工程 reward systems 獎勵系統(tǒng) rivalry determinants 競爭決定因素 rivalry 競爭對手 roster 名冊sales agents 銷售代理商sales analysis by customer 顧客銷售分析 sales analysis by order size 訂貨規(guī)模的銷售分析sales analysis by product 產(chǎn)品銷售分析 sales analysis by territory 區(qū)域銷售分析 sales forcasting 銷售預測 sales force estimates 銷售人員估計 sales force size 銷售隊伍規(guī)模 sales force 銷售隊伍 sales forecasting 銷售預測 sales management 銷售管理 sales organization 銷售組織sales personnel incentives 銷售人員激勵 sales personnel 銷售人員 sales potential 銷售潛力 sales territory 銷售地區(qū) sales trends 銷售趨勢sales/price reduction 銷售/價格下降 sample design 樣本設計 sample size 樣本大小 sampling 抽樣 sampling 提供樣品 scale efficiency 規(guī)模效率 scaled measures 比例測度 scoring models 評判模型 screening of ideas 創(chuàng)意篩選 sealed bidding 招標secondary sources 第二類/次要數(shù)據(jù) secondbutbetter newproduct development strategy 后者居上型新產(chǎn)品開發(fā)戰(zhàn)略 security 證券業(yè)segmentation and targeting 細分與目標選擇 segmentation criteria 細分標準 segmentation descriptors 市場細分變量 selective demand 選擇性需求 selective distribution 選擇分銷 selective exposure 選擇性接觸 selective perception 選擇性感知/理解 selective retention 選擇性保留/ 10selfemployed person 獨立經(jīng)營的個人 selfmanaging teams 自我管理團隊 selforiented 自我導向型 selling groups 銷售團隊selling proposition 銷售計劃/提議 selling 推銷/銷售service guarantees 服務保證 serviceability 服務能力 serviceability 適用性 services channels 服務渠道 servicing products 服務產(chǎn)品 servicing the account 客戶服務 setting quotas 確定定額 shakeout stage 動蕩階段shared programs/facilities 分享計劃/設備 sharegrowth strategies for followers 追隨者的市場份額增長戰(zhàn)略 shareholder value 股東價值 sharemaintenance 份額保持 Sherman Act, USA 美國謝爾曼法案 signal vehicle/carrier 信號載體 simulated test marketing 模擬市場測試 singlefactor index 單因素指數(shù)法 singleline massmerchandiser stores 單一類型產(chǎn)品專營連鎖店skimming and early withdrawal 撇脂與盡早撤離戰(zhàn)略skimming pricing 撇脂定價法sleepwalker/contented underachievers 夢游者/很容易滿足的人slotting allowance 安置津貼 social acceptability 社會可接受性 social class 社會階層 social objectives 社會目標sociocultural environment 社會文化環(huán)境 soft goods 非耐用品 soft technology 軟技術(shù)sole ownership entry strategy 獨享所有權(quán)的進入戰(zhàn)略source credibility 信息來源的可信度 source 廣告信息來源sources of newproduct ideas 新產(chǎn)品創(chuàng)意來源speciality goods 特殊品 speciality retailers 專營零售商 speciality stores 專營商店 specialization 專門化Standard Industrial Classification(SIC)標準工業(yè)分類代碼standardization strategy 標準化戰(zhàn)略 standby positioning 備用定位 staple goods 日常用品statement of job qualifications 工作要求說明stock levels 庫存水平stockless purchase arrangement 無存貨采購計劃store brands 零售商品牌straight mission pensation plan 純傭金制薪酬方案straight rebuy 直接再購straight salary pensation plan 純薪金制薪酬方案strategic control 戰(zhàn)略控制 strategic fit 戰(zhàn)略協(xié)調(diào)性 strategic group 戰(zhàn)略組 strategic inertia 戰(zhàn)略慣性 strategic intent/objective 戰(zhàn)略目標 strategic marketing program 戰(zhàn)略營銷計劃 strategic pricing objectives 戰(zhàn)略定價目標 strategic withdrawal 戰(zhàn)略撤退/ 10strategy constraints 戰(zhàn)略影響因素 strategy formulation and implementation 戰(zhàn)略制定和實施strategy implementation 戰(zhàn)略實施 strategy reassessment 戰(zhàn)略重估 subculture 亞文化 subfactor 次級因素 substitute goods 替代品substitution threat 替代產(chǎn)品的威脅 Sumitomo 住友商事Sun Microsystems 太陽微系統(tǒng) supplementary media 輔助性廣告媒體 suppliers39。 Gamble(Pamp。 Us 美國著名玩具零售商 tracking and monitoring 跟蹤與監(jiān)控 trade promotion 貿(mào)易促銷 trade selling 貿(mào)易銷售trade/functional discounts 貿(mào)易/職能折扣 tradein allowance 以舊換新折讓 transactiional efficiency 交易效率 transaction cost analysis(TCA)交易成本分析turnkey construction contract 監(jiān)督建筑契約/ 10turnover 人員流動twosided presentations 雙向信息陳述 tying contracts 附帶條件的合同 types of adverstising 廣告種類 types of brand 品牌種類 types of costs 成本種類ultimate customers/end users 最終顧客/用戶 underlying dimension 基本組成要素 uniform delivered pricing 統(tǒng)一運費定價法 Union Pacific Railroad 聯(lián)合太平洋鐵路 unit sales 單位產(chǎn)品銷售額unitary price elasticity 單位需求價格彈性 Universal Product Code(UPC)統(tǒng)一商品編碼universe（樣本）總體unrelated/conglomerate diversification 復合多元化unsought goods 非渴求產(chǎn)品 usage 用途 use tests 使用測試utility/price relationship 效用/價格關系 VALS2 價值與生活方式體系2 valuebased planning 價值基礎計劃 variability 變化性 variable costs 可變成本 variable incentive 可變激勵措施 VCR(video cassette recorder)錄像機 vending sales 自動售貨業(yè)vendingmachine operators 自動售貨機經(jīng)營商vendor analysis 供應商分析 vertical integration 垂直/縱向一體化 vertical marketing systems(VMS)垂直營銷系統(tǒng) want 欲求 warranty 質(zhì)量保證 wholesale clubs 批發(fā)俱樂部wholesalersponsored voluntary chains 批發(fā)商發(fā)起的自愿連鎖wholesaling trends 批發(fā)趨勢 winback program 贏回（顧客）方案 working capital investment 周轉(zhuǎn)資金投入 workload approach 計算工作量方法 zero defect 零缺陷 zone pricing 分區(qū)定價法/ 10第二篇：中國商標法專業(yè)詞匯中英文對照表商標法專業(yè)詞匯中英文對照表the 30th Session of the Standing Committee of the National People’s Congress 商標注冊 trademark registration 商標注冊的審查和核準 examination and approval of trademark registration 注冊商標的續(xù)展、轉(zhuǎn)讓和使用許可 renewal, assignment and licensing of registered trademarks 注冊商標爭議的裁定 the determination of dispu