【文章內(nèi)容簡介】 布產(chǎn)品Brand loyalty 品牌忠誠度Brand awareness 品牌知名度Brand preference 品牌偏愛度Brand switcher 轉(zhuǎn)換不同牌子的人Product line 產(chǎn)品線Product lineup 全系列產(chǎn)品Product mix 產(chǎn)品組合（一種產(chǎn)品的不同形式）Product range 產(chǎn)品范圍PLC= Product life cycle 產(chǎn)品生命周期Niche 縫隙Niche market 縫隙市場Linestretching 產(chǎn)品線的擴(kuò)展Line filling 產(chǎn)品系列的填補(bǔ)Market segment 細(xì)分市場Segmentation of the market 市場細(xì)分Highend market 高端市場Lowend market 低端市場Upmarket 向高端市場Downmarket 向低端市場Product image 產(chǎn)品形象Corporate image 公司形象Shelf life 貨架期，存活期Sellby date 銷售期限Expiration date= expire date 產(chǎn)品有效期EyesoreAround the clock 24小時(shí)營業(yè)Portion 一客Dehydrate 使脫水Shareholder= stockholder 股東Stakeholder 利益一致者，風(fēng)險(xiǎn)共擔(dān)體制Logo 標(biāo)志Slogan 口號(hào)Service station （高速公路旁的）服務(wù)站Desktop machine 臺(tái)式機(jī)器Financing 融資Economics 經(jīng)濟(jì)情況，經(jīng)濟(jì)因素Color scheme 色彩主題，色彩搭配Credit facility 信用工具Warranty = guarantee 保修Maintenance 維修保養(yǎng)Aftersales service 售后服務(wù)Brand name 品牌Brand 商標(biāo)，牌子Shelf space 貨架空位Product development 產(chǎn)品研發(fā)Profitability 利潤率Vending machine 自動(dòng)售貨機(jī)Prototype 原型，雛形Augmented 擴(kuò)張的Delivery 交貨，交付Initiative 主動(dòng)積極性Market share 市場份額，市場占有率Multibrand strategy 多品牌策略Vandalize 蓄意損壞公物Retailer 零售商Colgate 高露潔Philips 飛利浦Procter amp。 Gamble 寶潔Unilever 聯(lián)合利華Yamaha 雅馬哈Unit 10 marketing市場營銷Marketing mix市場營銷組合，營銷要素組合= product+ promotion+ price+ placePromotion 促銷= advertising+ word of mouth+ public relations+ point of saleMarketing= advertising 廣告+ personal selling 人員推銷+ sales promotion 促銷+ publicity and public relations 宣傳和公共關(guān)系Optional 選擇（配置）Standard 標(biāo)準(zhǔn)（配置）Personal selling 人員推銷Direct marketing 直銷Direct mail 直郵Business market= producer market= industrial 商務(wù)市場，生產(chǎn)資料市場Consumer market 消費(fèi)市場List price 標(biāo)價(jià)= suggested retail price= remended retail price 建議零售價(jià)Management consulting 管理咨詢Tie range 領(lǐng)帶系列Texture 質(zhì)地Lycra 萊卡Take remedial action 采取補(bǔ)救措施Qualitative analysis 定性分析Quantitive research 定量分析Internal research 內(nèi)部分析Raw/ primary/ firsthand data 一手?jǐn)?shù)據(jù)Secondary/ secondhand data 二手?jǐn)?shù)據(jù)Academic journal 學(xué)術(shù)期刊Trade journal 行業(yè)期刊Wine testing session 品酒會(huì)Sample v. 嘗試，品嘗Distribution channel 分銷渠道，配送渠道Market research= marketing research 市場研究，市場調(diào)研Centrality 集中性Console 控制臺(tái)Focus group 焦點(diǎn)小組Head office 公司總部Market opportunity 市場機(jī)會(huì)Integration 整合Marketer 營銷人員Publicity 宣傳Questionnaire 調(diào)查問卷Sales promotion 促銷活動(dòng)Selling 推銷Target customer 目標(biāo)顧客Hardsell 硬性推銷Market segmentation 市場細(xì)分Point of sale 銷售點(diǎn)Product concept 產(chǎn)品概念Product features 產(chǎn)品功能Sales representative 銷售代理B2B= business to business 企業(yè)對(duì)企業(yè)Selling concept 銷售概念Marketing concept 行銷概念Differential advantage 差異優(yōu)勢Integrated marketing 整合營銷Discount 折扣Payment periodCredit terms 信用調(diào)侃Product manager 產(chǎn)品經(jīng)理Brand manager 品牌經(jīng)理Annual report 年報(bào)Unit11 advertising廣告Advertising account 廣告客戶Advertising agent 廣告公司Advertising campaign 廣告宣傳，廣告攻勢Brief 摘要Budget 預(yù)算Commercial 廣播或電視廣告Comparativeparity method 相對(duì)平等方法，比較奇偶方法Cost per thousand= CPM 每一千個(gè)成本Countercyclical advertising 非循環(huán)的廣告Diminishing returns 收益遞減Exposure 暴露Frequency 頻率Institutional advertising 機(jī)構(gòu)廣告= prestige advertising 聲望廣告Media plan 媒體計(jì)劃Media space 媒體空間Message 訊息，廣告詞OTS= opportunity to see 可見機(jī)會(huì)Prospective customer 潛在顧客Sales revenue 銷售收入Sponsorship 贊助Target market 目標(biāo)市場Threshold effect 門檻效應(yīng)Turnover 流通量，營業(yè)額，周轉(zhuǎn)Wordofmouth advertising 口口相傳，口碑Billboard = hoarding 廣告牌Classified advertisement 分類廣告Paid advertising 付費(fèi)廣告Advertising strategy 廣告策略Poster 海報(bào)Purchasing frequency 購買平率Buyer turnover 新入場客戶Match 追平Excessive advertising 過度廣告Voiceover 畫外音Unit12 promotional tools促銷工具Promotion tools 促銷工具= advertising 廣告+ personal selling 人員推銷+ sales promotion 提升銷量+public relations 公共關(guān)系Brand awareness 品牌知名度Brand loyalty 品牌忠誠度Coupon 優(yōu)惠券Introduction stage 引入期Growth stage 增長期，上升階段Maturity stage 成熟期Decline stage 衰退期，下降階段Loss leader 特價(jià)商品Planning 計(jì)劃Positioning 定位Priceconscious 對(duì)價(jià)格敏感的Sales force 銷售隊(duì)伍Salespeople 售貨員Sample 樣品Trial 嘗試Free trial 免費(fèi)試用Publicity 宣傳Paid advertising 付費(fèi)廣告Novel product 新產(chǎn)品Aim 指向Reduction 降價(jià)Rebate 回扣Promotional strategy 促銷策略Promotional tactic 促銷技巧Reducedprice pack 經(jīng)濟(jì)裝Distributor 分銷商Retailer 零售商Dealer 代理商Offseason 淡季Unit 13 accounting and financial statements 會(huì)計(jì)和財(cái)務(wù)報(bào)表Accountancy 會(huì)計(jì)師Accountant 會(huì)計(jì)師Accounting equation 會(huì)計(jì)恒等式Accounting 會(huì)計(jì)學(xué)Accrue 自然增加Accrued expenses 應(yīng)計(jì)費(fèi)用Accumulate 累計(jì)Amortization 攤銷Annual report 年度報(bào)告Appreciate 增值A(chǔ)uditing 審計(jì)Bookkeeping 簿記Capitalization 資本化Cash flow 現(xiàn)金流Cost accounting 成本會(huì)計(jì)Creative accounting 粉飾財(cái)務(wù)狀況Credit 信用，貸方Creditors債權(quán)人= accounts payable 應(yīng)付賬款Debit 借方Debt 債務(wù)Debtors債務(wù)人= accounts receivable 應(yīng)收賬款Depreciation 折舊Dividend 股息，紅利Doubleentry bookkeeping 復(fù)式簿記，復(fù)式記賬法Earnings 收益Expenditure 支出，花費(fèi)Expenses 費(fèi)用，開支Financial statement160