【文章內(nèi)容簡(jiǎn)介】 lobalization 全球化globalmarket expansion 全球市場(chǎng)擴(kuò)張goals 總目標(biāo)goingrate/petitive parity pricing 競(jìng)爭(zhēng)性平價(jià)定價(jià)法goods producers 產(chǎn)品制造商Goodyear 固特異輪胎government agencies 政府機(jī)構(gòu)government buyers 政府采購(gòu)者government market 政府市場(chǎng)government regulation 政府管制greenhouse effect 溫室效應(yīng)grey market 灰色市場(chǎng)gross domestic product (GDP) 國(guó)內(nèi)生產(chǎn)總值gross margin 毛利gross national product (GNP) 國(guó)民生產(chǎn)總值gross profit 毛利gross rating points (GRPs) 總級(jí)別指數(shù)group/category product manager 類別產(chǎn)品經(jīng)理growing markets 成長(zhǎng)市場(chǎng)growth rate of market 市場(chǎng)增長(zhǎng)率growth stage of product life cycle 產(chǎn)品生命周期的成長(zhǎng)階段growthextension strategies 增長(zhǎng)擴(kuò)張戰(zhàn)略growthmarket strategies for market leaders 市場(chǎng)領(lǐng)導(dǎo)者的市場(chǎng)增長(zhǎng)戰(zhàn)略growthmarket strategy 成長(zhǎng)性市場(chǎng)戰(zhàn)略growthmarket targeting strategy 成長(zhǎng)性市場(chǎng)定位戰(zhàn)略guarantee/warranty 保證/擔(dān)保guarantees 保證Gucci 古琦（世界著名時(shí)裝品牌）HaagenDazs 哈根達(dá)斯hard technology 硬技術(shù)Harvard Business Review 《哈佛商業(yè)評(píng)論》harvest 收獲harvesting pricing 收獲定價(jià)法harvesting strategy 收獲戰(zhàn)略health care 醫(yī)療保健health maintenance organizations (HMOs) （美國(guó)）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(guó)汽車租賃巨頭）HewlettPackard 惠普公司hierarchy of strategy 戰(zhàn)略的層次high margin/lowturnover retailers 高利潤(rùn)/低周轉(zhuǎn)率的零售商high market share global strategy 高市場(chǎng)份額全球戰(zhàn)略highcontact service system 高接觸服務(wù)系統(tǒng)highinvolvement product 高參與產(chǎn)品highinvolvement purchase 高參與購(gòu)買hight market share 高市場(chǎng)份額戰(zhàn)略Hilton 希爾頓Holiday Inns 假日旅館homogeneous market 同質(zhì)市場(chǎng)Honda 本田household/family life cycle 家庭生命周期household 家庭hybrid technology 混合技術(shù)idea generation 創(chuàng)意的產(chǎn)生/生成ideas for new products 新產(chǎn)品創(chuàng)意/構(gòu)想ideascreening process 創(chuàng)意篩選過程identification of segments 識(shí)別細(xì)分市場(chǎng)Illinois Tool Works 伊利諾斯工具廠image pricing 形象定價(jià)imitative positioning 模仿定位imitative strategy 模仿戰(zhàn)略impact evaluation 影響評(píng)估impersonal sources 非個(gè)人的信息來源implementation and control of marketing programs 營(yíng)銷計(jì)劃的執(zhí)行和控制implementation 實(shí)施improvements in or revisions of existing products 現(xiàn)有產(chǎn)品的改良或修正impulse buying 沖動(dòng)購(gòu)買impulse goods 沖動(dòng)購(gòu)買品incentives 激勵(lì)ine 收入increased penetration strategy 增加滲透戰(zhàn)略indirect costing profitability analysis 間接成本盈利性分析individual brand 個(gè)別品牌individual value 個(gè)人價(jià)值industrial goods amp。 services 工業(yè)產(chǎn)品和服務(wù)industrial goods channels 工業(yè)品分銷渠道industry attractiveness 行業(yè)吸引力industry attractivenessbusiness position matrix 行業(yè)吸引力業(yè)務(wù)地位矩陣industry dynamics 產(chǎn)業(yè)動(dòng)態(tài)industry evaluation 產(chǎn)業(yè)評(píng)估industry evolution 產(chǎn)業(yè)演變inelastic 缺乏價(jià)格彈性influencers 影響者infomunications industry 信息通信行業(yè)infomercials 商業(yè)信息廣告information age 信息時(shí)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inhome personal interview 個(gè)人家庭訪談inhouse use tests 內(nèi)部使用測(cè)試innovation 創(chuàng)新innovativeness 創(chuàng)新性installation 設(shè)施instore display 店內(nèi)展示instore positioning 店內(nèi)布局instore promotion 店內(nèi)促銷intangibles 無形integrated marketing munication plan (IMC) 整合營(yíng)銷傳播計(jì)劃integration of perception 感知整合integration 整合Intel 因特爾intensity of market position 市場(chǎng)地位的集中程度intensity 集中程度intensive distribution 密集型分銷interactions across multiple target markets 多目標(biāo)市場(chǎng)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(yíng)銷internal organizational structure 內(nèi)部組織結(jié)構(gòu)international advertising 國(guó)際廣告international channels 國(guó)際分銷渠道international division 國(guó)際分部international marketing 國(guó)際營(yíng)銷international organizational design 國(guó)際組織設(shè)計(jì)internationalization of services 服務(wù)的國(guó)際化introductory stage of product life cycle 產(chǎn)品生命周期的推出階段inventory level 庫存水平investor relations advertising 投資關(guān)系廣告issue advertising 觀點(diǎn)廣告jobbers 批發(fā)商Johnson amp。 Johnson 強(qiáng)生joint ventures 合資jury of executive opinion 行政管理人員群體意見法just noticeable difference (JND) 恰巧注意到的差異justintime (JIT) management system 準(zhǔn)時(shí)制管理體系justintime purchasing arrangements 及key account management 主要客戶管理key accounts 關(guān)鍵客戶key benefits 核心利益key environmental issue identification 確定主要的環(huán)境問題key variables 關(guān)鍵變量key/house accounts 關(guān)鍵/機(jī)構(gòu)客戶laboratory tests 實(shí)驗(yàn)室測(cè)試leapfrog strategy 蛙跳戰(zhàn)略learning hierarchy 學(xué)習(xí)層級(jí)結(jié)構(gòu)legal services 法律服務(wù)legislation 立法legitimate power 法定權(quán)l(xiāng)evel of pensation 酬金水平level of technical sophistication 技術(shù)的復(fù)雜程度Levi Strauss 李維史特勞斯Levi39。s 列維斯（全球最大的牛仔服制造商）lexicographic model 詞典編纂模型lifestyle 生活方式limitedservice wholesalers 有限服務(wù)的批發(fā)商line extension 產(chǎn)品線擴(kuò)展line filling 產(chǎn)品線填充line stretching 產(chǎn)品線延伸list price 訂價(jià)Lloyd39。s of London 倫敦勞埃德保險(xiǎn)公司localizaiton strategy 本地化戰(zhàn)略location pricing 場(chǎng)所定價(jià)location 位置lodging 房屋出租logistical alliances 后勤聯(lián)盟longterm memory 長(zhǎng)期記憶lost customer 失去的顧客Louis Vuitton 路易威登（法國(guó)著名時(shí)尚品牌）lowcontact service system 低接觸服務(wù)系統(tǒng)lowcost defender 低成本防御型lowcost position 低成本地位lowinvolvement hierarchy 低參與程度層級(jí)結(jié)構(gòu)macro risks 宏觀風(fēng)險(xiǎn)macroenvironment 宏觀環(huán)境macrosegmentation 宏觀細(xì)分mailorder retailers 郵購(gòu)零售商maintaining market share 保持市場(chǎng)份額maintenance strategy 保持戰(zhàn)略management overhead 管理費(fèi)mandatory adaptation 強(qiáng)制性適應(yīng)manufacturer brand 制造商/全國(guó)性品牌manufacturers39。 agents/representatives 生產(chǎn)商的代理商/銷售代表manufacturers39。 export agents (MEA) 制造商出口代理manufacturers39。 sales offices/branches 生產(chǎn)商的銷售辦事處/分支機(jī)構(gòu)manufacturing process 制造過程manufacturing 制造業(yè)market aggregation strategy 整體市場(chǎng)戰(zhàn)略market attractiveness factors 市場(chǎng)吸引力因素market attractiveness 市場(chǎng)吸引力market attractiveness/business position matrix 市場(chǎng)吸引力/業(yè)務(wù)地位矩陣market circumstances 市場(chǎng)環(huán)境market demorgraphics 市場(chǎng)人口分布/統(tǒng)計(jì)特征market dimension 市場(chǎng)量度market entry strategies 市場(chǎng)進(jìn)入戰(zhàn)略market exclusion 市場(chǎng)排斥market expansion strategy 市場(chǎng)擴(kuò)張戰(zhàn)略market factors 市場(chǎng)因素market followers 市場(chǎng)跟隨者market growth rate 市場(chǎng)增長(zhǎng)率market hirarchy 市場(chǎng)等級(jí)market inclusion 市場(chǎng)納入market leaders 市場(chǎng)領(lǐng)導(dǎo)者market measurement 市場(chǎng)測(cè)量market opportunity analysis 市場(chǎng)機(jī)會(huì)分析market oriented 以市場(chǎng)為導(dǎo)向的market position factors 市場(chǎng)地位因素market positioning analysis 市場(chǎng)定位分析market potential measurements 市場(chǎng)潛力測(cè)度market research 市場(chǎng)研究market segment 細(xì)分市場(chǎng)market segmentation 市場(chǎng)細(xì)分market share 市場(chǎng)份額market targeting 目標(biāo)市場(chǎng)選擇market 市場(chǎng)marketability 市場(chǎng)開拓能力marketentry strategies 市場(chǎng)進(jìn)入戰(zhàn)略marketing action plan 營(yíng)銷行動(dòng)