【正文】 團體/社會公共機構(gòu)廣告corrective action 矯正行動cost analysis 成本分析cost effectiveness 成本有效性cost leadership strategy 成本領(lǐng)先戰(zhàn)略cost of capital 資本成本cost of goods sold (COGS) 產(chǎn)品銷售成本cost reductions 降低成本產(chǎn)品costandvolume relationship 成本數(shù)量關(guān)系costoriented pricing 成本導(dǎo)向定價法costplus/markup pricing 成本加成/溢價定價法costs and benefits of marketing functions 營銷職能的成本和效益costs of petitors 競爭者成本costs of distribution 分銷成本countertrade 對等貿(mào)易coupons 優(yōu)惠券courtesy 禮貌coverage of geographic market 地域性市場的范圍coverage of relevant retailers 相關(guān)零售商的銷售范圍credibility 信譽credit terms 信貸條款critical assumptions 關(guān)鍵假設(shè)crosselasticity 交叉彈性customary pricing 習(xí)慣性定價法customer analysis 顧客分析customer contact 顧客接觸customer demand 顧客需求customer intimacy 顧客親密度customer loyalty 顧客忠誠度customer need 顧客需要customer organization of sales force 按客戶組織銷售隊伍customer retention 顧客維系/保留customer satisfaction 顧客滿意度customer segment pricing 顧客細分市場定價customer service 顧客服務(wù)customeroriented pricing 顧客導(dǎo)向定價法customers39。 perception 顧客感知customers39。 preferences 顧客偏好customers39。 price sensitivity 顧客的價格敏感度customizing 定制data collection 數(shù)據(jù)收集data confidentiality 數(shù)據(jù)保密data research 數(shù)據(jù)研究data sources 數(shù)據(jù)來源dealers 經(jīng)銷商deceptive advertisements 欺騙性廣告deciders 決策者declining markets 衰退市場decoding 解碼defect rate 缺陷率defender strategy 防御型戰(zhàn)略defensive newproduct development strategy 防御性新產(chǎn)品開發(fā)戰(zhàn)略defensive positioning 防御性定位delivery time 交付時間delivery 配送Dell Computers 戴爾計算機公司Delta Airlines 三角洲航空公司demand characteristics 需求特征demand curve 需求曲線demandoriented pricing 需求導(dǎo)向定價法demographic environment 人口統(tǒng)計環(huán)境department stores 百貨商店dependability 可靠性deregulation 放松管制derived demand 衍生需求descriptive research 描述性研究design decisions 設(shè)計決策desired percentage markup on retail 預(yù)期零售利潤率desired percentage return 預(yù)期回報率determinant attributes 關(guān)鍵屬性determinants 決定因素different responses 差別反應(yīng)differentiated defender strategy 差異化防御戰(zhàn)略differentiated marketing 差異化營銷differentiation over time 不同時間的差異differentiation strategy 差異化戰(zhàn)略differentiation 差異化diffusion of innovation theory 創(chuàng)新擴散理論dimension 因素dimensions of quality 質(zhì)量維度direct costing profitability analysis 直接成本盈利性分析direct mail 直接郵寄direct marketing via advertising media 通過廣告媒體的直接營銷direct marketing 直接營銷direct product profitability (DPP) 直接產(chǎn)品盈利性/利潤率direct selling 直銷discount rate 貼現(xiàn)率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢價策略discriminatory adjustments 歧視價格調(diào)整discriminatory pricing a adjustments 歧視定價調(diào)整disjunctive model 分離模型display space 陳列空間disposable ine 可支配收入dissonanceattribution hierarchy 不和諧歸屬層次結(jié)構(gòu)distribution channel designs 分銷渠道設(shè)計distribution channel objectives 分銷渠道的目標distribution channel 分銷渠道distribution decisions 分銷決策distribution policies 分銷策略distribution 分銷distributor/store (private labels) brands 分銷商/私有品牌distributors 分銷商diversification 多元化divest 撤退divest 出讓divestment or liquidation 收回投資或清算dividend 紅利dogs 瘦狗類domestic target marketing strategies 國內(nèi)目標市場定位的營銷戰(zhàn)略dropping products 放棄產(chǎn)品dry cleaning 干洗dual/two channel distribution systems 雙重分銷系統(tǒng)duplication （媒體）重復(fù)DuPont 杜邦公司durability 耐用性early vs. late adoption 早期采購與后期采購earnings per share 每股收益economic and technological factors 經(jīng)濟技術(shù)因素economic power 經(jīng)濟權(quán)economies of scale 規(guī)模經(jīng)濟education services 教育服務(wù)effectiveness 有效性efficiency 效率Electrolux 伊萊克斯emergency goods 急需品Emerson Electric 愛默生電氣emotional appeals 情感訴求empathy 移情作用empirical evidence 經(jīng)驗性實例empowerment 授權(quán)encoding 編碼end use 最終使用endorsement 贊同engineering （產(chǎn)品）工程設(shè)計entrepreneurial strategy 企業(yè)家戰(zhàn)略entry strategies 進入戰(zhàn)略environment and packaging disposal 環(huán)境與包裝處理environment factors 環(huán)境因素environmental scanning 環(huán)境掃描/分析environmental strategy 環(huán)境戰(zhàn)略establishment 機構(gòu)ethical audit （公司）倫理審計ethics of marketing 營銷倫理道德ethnic position 種族構(gòu)成European Community 歐共體evaluation and reward systems 評估與獎勵體系evaluation and selection of supplier 評估和選擇供應(yīng)商evaluation of alternatives 評估替代品/各種選擇evaluation of brands 品牌評估event sponsorship 事件贊助event 活動everyday lowprice (EDLP) 天天低價evoked set 引發(fā)的組合evolution of market 市場演變exchange 交換exclusive dealing 獨家銷售exclusive distribution 獨家分銷executive summary 執(zhí)行摘要exhibition media 展示廣告媒體existing market 現(xiàn)有市場exit barriers 退出壁壘expansion path 擴張途徑expectation measures （顧客）預(yù)期測度expectations of customers 顧客期望expected unit sales 預(yù)計產(chǎn)量expected value 期望價值experience curve 經(jīng)驗曲線experimental research 實驗性研究exploratory research 探索性研究export agents 出口代理（商）export jobbers 出口批發(fā)商export management pany 出口管理公司export merchants 出口貿(mào)易商export 出口exporting 出口商品extended use strategy 擴大使用戰(zhàn)略extending volume growth 擴大市場份額external data sources 外部數(shù)據(jù)來源external environment 外部環(huán)境extrapolation of past sales trends 過去銷售趨勢推測法facilitating agencies 輔助/中介機構(gòu)factor analysis 因素分析法fads 時尚family branding 家族品牌family life cycle 家庭生命周期family structure 家庭結(jié)構(gòu)farm products 農(nóng)產(chǎn)品fastmoving consumer goods (FMCG) 快速變動的消費品fear appeals 恐懼/顧慮訴求features 特征Federal Department Stores 聯(lián)邦百貨商店Federal Trade Code （FTC) 聯(lián)邦貿(mào)易法案FedEx (Federal Express) 聯(lián)邦快遞feedback data 反饋數(shù)據(jù)field test marketing 實地市場測試financing 融資fisheries 漁業(yè)fit and finish 結(jié)實度與外觀fixed costs 固定成本fixed salary 固定工資flanker strategy 側(cè)翼進攻戰(zhàn)略flanker/fighting brand 戰(zhàn)斗品牌flanking and encirclement strategies 側(cè)翼進攻與圍堵戰(zhàn)略flat organizational structure 扁平的組織結(jié)構(gòu)FOB origin pricing FOB產(chǎn)地定價法focus strategy 集中戰(zhàn)略followers 追隨者Ford 福特公司foreign middlemen 國外中間商forestry 林業(yè)formalization 形式/規(guī)范化formulate 制定fortress/positiondefense strategy 防御堡壘戰(zhàn)略Fortune 《財富》雜志forward integration 向前一體化franchise systems 特許系統(tǒng)franchising 特許經(jīng)營free call numbers 免費電話號碼free goods 免費商品freightabsorption pricing 免收運費定價法fringe benefits 小額津貼frontal attack strategy 正面進攻戰(zhàn)略full costing profitability analysis 全成本盈利性分析fullservice wholesalers 全方位服務(wù)的批發(fā)商functional petencies and resource allocation 職能能力與資源分配functional efficiency 職能效率functional organization