P
Pacific Electric 太平洋電氣
packaging 包裝
panel of experts 專家小組
parentage 淵源
parties involved 交換中的各方
payment terms 支付條款
pay-off control 支出控制
penetration pricing 滲透定價(jià)
Pepsi-Cola 百事可樂
perceived customer value 顧客感知價(jià)值
perceived quality 感知到的質(zhì)量
perceived value 感知到的價(jià)值
percentage of sales promotion budgeting method 銷售額百分比促銷預(yù)算法
perceptions of consumers 消費(fèi)者感知/理解
perceptual (product) pisitioning 感知（產(chǎn)品）定位
perceptual map 感知圖
perceptual organization 感知組織
perceptual vigilance 感性的警惕
performance dimension 業(yè)績(jī)標(biāo)準(zhǔn)
performance evaluation 業(yè)績(jī)?cè)u(píng)估
performance measures 表現(xiàn)/業(yè)績(jī)測(cè)度
performance objective 績(jī)效目標(biāo)
performance standards 績(jī)效標(biāo)準(zhǔn)
performance 功能
perishability 非持久性
personal selling 人員推銷
personal sources 個(gè)人的信息來源
personnel development 人力資源開發(fā)
persuasive 說服性的
pharmaceuticals industry 醫(yī)藥行業(yè)
physical (product) positioning 物理（產(chǎn)品）定位
physical descriptors 物理變量
physical distribution 實(shí)物分銷
Pillsbury 皮爾斯博瑞
pioneers 先入者
Pizza Hut 必勝客
place utility 地點(diǎn)效用
planning and control system area audit 計(jì)劃與控制系統(tǒng)領(lǐng)域的審計(jì)
point of sale information 銷售點(diǎn)信息
point-of-purhcase (POP) promotion 采購點(diǎn)促銷
point-of-sales (POS) data 銷售點(diǎn)數(shù)據(jù)
pontificator 保守派
popularity 通用性
population trends 人口趨勢(shì)
portfolio models for resource allocation 資源配置的資產(chǎn)組合模式
position intensity 地位集中程度
positioning 定位
possession utility 擁有效用
post-purchase dissonance 購買后的不協(xié)調(diào)
post-purchase evaluation 購買后評(píng)估
post-purchase/after-sale service 售后服務(wù)
potential advantages 潛在優(yōu)勢(shì)
potential customer 潛在顧客 potential market 潛在市場(chǎng)
potential target market 潛在目標(biāo)市場(chǎng)
power in distribution 分銷權(quán)力
power of buyers 購買者能力
power of suppliers 供應(yīng)商能力
predatory pricing 掠奪性定價(jià)法
pre-empting scarce resources 先占稀缺資源
preferential treatment 特惠待遇
premiums 額外獎(jiǎng)勵(lì)
present competitors 現(xiàn)有的競(jìng)爭(zhēng)者
presenting sales message 提供銷售信息
pre-test market research 測(cè)試前市場(chǎng)研究
price discrimination 價(jià)格歧視
price elasticity of demand 需求的價(jià)格彈性
price fixing 價(jià)格設(shè)定
price leaders 價(jià)格領(lǐng)導(dǎo)者
price lining 價(jià)格排列定價(jià)法
price promotion 價(jià)格促銷
price quotation 報(bào)價(jià)
price sensitivity 價(jià)格敏感度
price structure 價(jià)格結(jié)構(gòu)
price 價(jià)格
price/earnings ration 價(jià)格/收益比
price-off promotions 降價(jià)促銷
price-setting process 定價(jià)過程
pricing adjustments 定價(jià)調(diào)整
pricing policies 價(jià)格策略
pricing 定價(jià)
primary demand 基本需求
primary sources 第一類/主要數(shù)據(jù)
print media 印刷媒體
private/for-profit organization 私營(yíng)/盈利性組織
PRIZM (Potential Rating Index for Zip Markets) 按郵政區(qū)劃為基礎(chǔ)的潛力等級(jí)指數(shù)
proactive new-product development strategy 進(jìn)取型新產(chǎn)品開發(fā)戰(zhàn)略
probability sampling 概率抽樣
problem formulation 界定問題
problem identificatioin 確定問題
process management 過程管理
Procter & Gamble (P&G) 寶潔公司
product line 產(chǎn)品線
product availability 產(chǎn)品的可獲得性
product category 產(chǎn)品類別
product class 產(chǎn)品類別
product decisions 產(chǎn)品決策
product design 產(chǎn)品設(shè)計(jì)
product development 產(chǎn)品開發(fā)
product dimension or attributes 產(chǎn)品維度/屬性
product evolution 產(chǎn)品演變
product features 產(chǎn)品特征
product intent share 產(chǎn)品傾向份額
product leadership 產(chǎn)品領(lǐng)導(dǎo)能力
product life cycle (PLC) 產(chǎn)品生命周期
product life cycle curve 產(chǎn)品生命周期曲線
product line 產(chǎn)品線
product manager audit 產(chǎn)品經(jīng)理審計(jì)
product offering 供應(yīng)品
product organizaiton of salesforce 按產(chǎn)品組織銷售隊(duì)伍
product policies 產(chǎn)品策略
product positioning 產(chǎn)品定位
product quality 產(chǎn)品質(zhì)量
product scope 產(chǎn)品范圍
product space 產(chǎn)品位置
product specifications 產(chǎn)品規(guī)格
product systems 產(chǎn)品體系
product type 產(chǎn)品類型
product usage 產(chǎn)品用途
product 產(chǎn)品
product(ion)-oriented organization 產(chǎn)品/生產(chǎn)導(dǎo)向型組織
production 生產(chǎn)
product-line pricing adjustments 產(chǎn)品線定價(jià)調(diào)整
product-management organizational structure 產(chǎn)品管理組織結(jié)構(gòu)
product-market entry control 產(chǎn)品－市場(chǎng)進(jìn)入控制
product-related behavioral descriptors 與產(chǎn)品相關(guān)的行為變量
product's market characteristics 產(chǎn)品的市場(chǎng)特征
product-use testing 產(chǎn)品使用測(cè)試
pro-environment 環(huán)保
profit impact of market strategy (PIMS) 市場(chǎng)戰(zhàn)略的利潤(rùn)影響
profitability analysis 盈利性分析
profitability 盈利性/盈利能力
profitable survivor strategy 有利可圖的生存者戰(zhàn)略
project-company resource compatibility 項(xiàng)目與公司資源的協(xié)調(diào)性
projected profit-and-loss statement 預(yù)計(jì)損益表
projective tests 投影測(cè)試
promotion decisions 促銷決策
promotion mix 促銷組合
promotion policies 促銷策略
promotion 促銷
promotional allowance 促銷折讓
promotional effort 促銷努力
promotional pricing 促銷定價(jià)
promptness 及時(shí)性
propector strategy 探索型戰(zhàn)略
prospecting for customers 尋找顧客
psychographics 心理統(tǒng)計(jì)特征
psychological cost 心理成本
psychological pricing 心理定價(jià)法
public organization 公共組織
public relations 公共關(guān)系
public utilities 公共設(shè)施
publicity 公共宣傳
pull strategy for control of distribution channels 分銷渠道控制的拉式戰(zhàn)略
pupil dilation 瞳孔擴(kuò)張
purchase predisposition 購買傾向
purchasing agent 采購代理
purchasing contract 采購合同
purchasing manager/agent 采購經(jīng)理／代理
purchasing power perity (PPP) 購買力平價(jià)指數(shù)
push money/spiffs 傭金
push stragtegy for control of distribution channels 分銷渠道控制的推式戰(zhàn)略
Q
qualifying prospects 審查潛在顧客資格
quality dimensions 質(zhì)量維度
quality 質(zhì)量
quantity discount 數(shù)量折扣
question marks 問題類
questioning 詢問法
quotas 定額
R
R & D expenditure 研究開發(fā)戰(zhàn)略
race and ethnic origin 種族和民族
rack jobbers 供應(yīng)超級(jí)市場(chǎng)的批發(fā)商
radio 無線電廣播
rank ordering 排序
rate of adoption 采購率
rate-of-return/target return pricing 回報(bào)率/目標(biāo)回報(bào)定價(jià)法
rational appeals 理性訴求
rationale 基本原理
raw materials 原材料
reactive and proactive responses 反應(yīng)及前攝策略
reactive new-product development strategy
reactor strategy 反應(yīng)型戰(zhàn)略
real estate 房地產(chǎn)
rebates 回扣
recall tests 記憶測(cè)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(rèn)知測(cè)試
recreation 娛樂業(yè)
recruitment and selection 招聘與選拔
recycling of packaging 包裝回收（利用）
Reebok 銳步
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(yíng)
regression analysis 回歸分析法
regulation 管制
related/concentric diversification 相關(guān)/同心多元化
relational VMSs 相關(guān)式垂直營(yíng)銷系統(tǒng)
relative attractiveness of declining markets 衰退市場(chǎng)的相對(duì)吸引力
relative market potential 相對(duì)市場(chǎng)潛力
relative market share 相對(duì)市場(chǎng)份額
reliability 可靠性
repeat purchase behavior 重復(fù)購買行為
repetition 重復(fù)
repositionings 重新定位產(chǎn)品
requirements planning 需求計(jì)劃
reseller 中間商
resident buyers 常駐采購員
resource allocation/deployment 資源配置
response strategies 反應(yīng)策略
response to communication 傳播響應(yīng)
responsive strategy 反應(yīng)型新產(chǎn)品開發(fā)戰(zhàn)略
responsiveness 響應(yīng)性
retail coverage strategy 零售范圍戰(zhàn)略
Retail Index 零售指數(shù)
retail outlets 零售店
retail sales 零售額
retailer co-operatives 零售商合作社
retailer 零售商
retailing trends 零售趨勢(shì)
Return on Equity (ROE) 權(quán)益回報(bào)率
Return on Investment (ROI) 投資回報(bào)率
Return on Net Assets (RONA) 凈資產(chǎn)回報(bào)率
reverse engineering 反向工程
reward systems 獎(jiǎng)勵(lì)系統(tǒng)
rivalry determinants 競(jìng)爭(zhēng)決定因素
rivalry 競(jìng)爭(zhēng)對(duì)手
Robert Miles 羅伯特·邁爾斯
Rockwell 洛克威爾
Rolex 勞力士
Rolls-Royce 勞斯萊斯
roster 名冊(cè)
Rover 羅佛公司
S
salary 薪金
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 analysis 銷售分析
sales forcasting 銷售預(yù)測(cè)
sales force estimates 銷售人員估計(jì)
sales force size 銷售隊(duì)伍規(guī)模
sales force 銷售隊(duì)伍
sales forecasting 銷售預(yù)測(cè)
sales management 銷售管理
sales organization 銷售組織
sales performance 銷售表現(xiàn)/業(yè)績(jī)
sales personnel incentives 銷售人員激勵(lì)
sales personnel 銷售人員
sales planning 銷售計(jì)劃
sales potential 銷售潛力
sales promotion 銷售促進(jìn)/促銷
sales territory 銷售地區(qū)
sales trends 銷售趨勢(shì)
sales 銷售額
sales/price reduction 銷售/價(jià)格下降
sample design 樣本設(shè)計(jì)
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(cè)度
scoring models 評(píng)判模型
screening of ideas 創(chuàng)意篩選
sealed bidding 招標(biāo)
Sears 西爾斯
secondary sources 第二類/次要數(shù)據(jù)
second-but-better new-product 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(xì)分與目標(biāo)選擇
segmentation criteria 細(xì)分標(biāo)準(zhǔn)
segmentation descriptors 市場(chǎng)細(xì)分變量
segmentation 市場(chǎng)細(xì)分
Seiko 日本精工株式會(huì)社（全球著名的打印機(jī)生產(chǎn)商）
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
self-employed person 獨(dú)立經(jīng)營(yíng)的個(gè)人
self-managing teams 自我管理團(tuán)隊(duì)
self-oriented 自我導(dǎo)向型
selling groups 銷售團(tuán)隊(duì)
selling proposition 銷售計(jì)劃/提議
selling 推銷/銷售
service guarantees 服務(wù)保證
service industry 服務(wù)產(chǎn)業(yè)
service organization 服務(wù)組織
service quality 服務(wù)質(zhì)量
service 服務(wù)
serviceability 服務(wù)能力
serviceability 適用性
services channels 服務(wù)渠道
servicing products 服務(wù)產(chǎn)品
servicing the account 客戶服務(wù)
setting quotas 確定定額
shake-out stage 動(dòng)蕩階段
shared programs/facilities 分享計(jì)劃/設(shè)備
share-growth strategies for followers 追隨者的市場(chǎng)份額增長(zhǎng)戰(zhàn)略
shareholder value 股東價(jià)值
share-maintenance 份額保持
Sherman Act, USA 美國(guó)謝爾曼法案
shopping goods 消費(fèi)品
short-term memory 短期記憶
signal vehicle/carrier 信號(hào)載體
simulated test marketing 模擬市場(chǎng)測(cè)試
single-factor index 單因素指數(shù)法
single-line mass-merchandiser stores 單一類型產(chǎn)品專營(yíng)連鎖店
SKF 瑞典軸承公司
skimming and early withdrawal 撇脂與盡早撤離戰(zhàn)略
skimming pricing 撇脂定價(jià)法
sleepwalker/contented underachievers 夢(mèng)游者/很容易滿足的人
slotting allowance 安置津貼
social acceptability 社會(huì)可接受性
social class 社會(huì)階層
social objectives 社會(huì)目標(biāo)
sociocultural environment 社會(huì)文化環(huán)境
soft goods 非耐用品
soft technology 軟技術(shù)
sole ownership entry strategy 獨(dú)享所有權(quán)的進(jìn)入戰(zhàn)略 Sony 索尼
source credibility 信息來源的可信度
source 廣告信息來源
sources of data 數(shù)據(jù)來源
sources of new-product ideas 新產(chǎn)品創(chuàng)意來源
speciality goods 特殊品
speciality retailers 專營(yíng)零售商
speciality stores 專營(yíng)商店
specialization 專門化
spokesperson 代言人
Sprint 斯普林特
Standard Industrial Classification (SIC) 標(biāo)準(zhǔn)工業(yè)分類代碼
standardization strategy 標(biāo)準(zhǔn)化戰(zhàn)略
standby positioning 備用定位
staple goods 日常用品
Starbucks 星巴克
stars 明星類
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(jì)劃
store brands 零售商品牌
straight commission compensation plan 純傭金制薪酬方案
straight rebuy 直接再購
straight salary compensation plan 純薪金制薪酬方案
strategic alliances 戰(zhàn)略聯(lián)盟
strategic business unit (SBU) 戰(zhàn)略經(jīng)營(yíng)/業(yè)務(wù)單位
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(biāo)
strategic marketing program 戰(zhàn)略營(yíng)銷計(jì)劃
strategic pricing objectives 戰(zhàn)略定價(jià)目標(biāo)
strategic withdrawal 戰(zhàn)略撤退
strategy constraints 戰(zhàn)略影響因素
strategy formulation and implementation 戰(zhàn)略制定和實(shí)施
strategy implementation 戰(zhàn)略實(shí)施
strategy reassessment 戰(zhàn)略重估
subculture 亞文化
subfactor 次級(jí)因素
substitute goods 替代品
substitution threat 替代產(chǎn)品的威脅
success rates 成功率
Sumitomo 住友商事
Sun Microsystems 太陽微系統(tǒng)
supermarkets 超級(jí)市場(chǎng)
supplementary media 輔助性廣告媒體
suppliers' bargaining power 供應(yīng)商的討價(jià)還價(jià)能力
surrogate products 替代產(chǎn)品
survey 調(diào)查
survival pricing 生存定價(jià)法
sustainable competitive advantage 可持續(xù)的競(jìng)爭(zhēng)優(yōu)勢(shì)
sweepstakes 彩票抽獎(jiǎng)
switching cost 轉(zhuǎn)換成本
symbols 符號(hào)
synergy 協(xié)同作用
T
tabulation 制表
Taco Bell 塔可鐘
tangibility 有形性
Tantem Computers
target audience 目標(biāo)受眾
target level of product quality 產(chǎn)品質(zhì)量標(biāo)準(zhǔn)
target or hurdle level 目標(biāo)或難度水平
target return price 目標(biāo)回報(bào)價(jià)格
targeting strategy 目標(biāo)市場(chǎng)選擇戰(zhàn)略
targeting 目標(biāo)市場(chǎng)選擇
taste 口味/喜好
team selling 團(tuán)隊(duì)銷售
technical selling 技術(shù)銷售
telecommunications industry 電訊產(chǎn)業(yè)
telemarketing 電話銷售
television audience measurement 電視觀眾測(cè)量
television home shopping 電視家庭購物
territorial restrictions 地區(qū)限制
territories 區(qū)域
territory design and deployment 區(qū)域設(shè)計(jì)及部署
territory inventory 地區(qū)存貨
test marketing 市場(chǎng)測(cè)試
testing new product 測(cè)試新產(chǎn)品
the American Association for Public Opinion Research 美國(guó)公共意見研究協(xié)會(huì)
the Council of American Survey Research Organization 美國(guó)調(diào)查研究組織委員會(huì)
the Fishbein Model 菲什賓模型
the Marketing Research Association 營(yíng)銷研究協(xié)會(huì)
theatre tests 現(xiàn)場(chǎng)測(cè)試
threat of new entrants 新進(jìn)入者的威脅
three order-hierarchy models 三階段層級(jí)結(jié)構(gòu)模型
Tide 汰漬
Tiffany 達(dá)芙妮
Time 《時(shí)代周刊》
time frame 時(shí)間框架/要求
time pricing 時(shí)間定價(jià)
time utility 時(shí)間效用
Timex 天美時(shí)
title 所有權(quán)
Toshiba 東芝
total cost 總成本
total quality managemnt (TQM) 全面質(zhì)量管理
tough customer 苛刻的顧客
Toyota Motor Corporation 豐田
Toys 'R' Us 美國(guó)著名玩具零售商
tracking and monitoring 跟蹤與監(jiān)控
trade mark 商標(biāo)
trade promotion 貿(mào)易促銷
trade selling 貿(mào)易銷售
trade/functional discounts 貿(mào)易/職能折扣
trade-in allowance 以舊換新折讓
trading companies 貿(mào)易公司
traditional stores 傳統(tǒng)商店
training 培訓(xùn)
transactiional efficiency 交易效率
transaction cost analysis (TCA) 交易成本分析
transportation 運(yùn)輸
trends 趨勢(shì)
turnkey construction contract 監(jiān)督建筑契約
turnover 人員流動(dòng)
two-sided presentations 雙向信息陳述
tying contracts 附帶條件的合同
Tylenol 泰諾
types of adverstising 廣告種類
types of brand 品牌種類
types of costs 成本種類
U
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(yùn)費(fèi)定價(jià)法
Unilever 聯(lián)合利華
Union Pacific Railroad 聯(lián)合太平洋鐵路
unit cost 單位成本
unit sales 單位產(chǎn)品銷售額
unitary price elasticity 單位需求價(jià)格彈性
Universal Product Code (UPC) 統(tǒng)一商品編碼
universe （樣本）總體
unrelated/conglomerate diversification 復(fù)合多元化
unsought goods 非渴求產(chǎn)品
UPS 聯(lián)合包裹服務(wù)
US Patent Office of the Department of Commerce 美國(guó)商務(wù)部專利局
USA Today 《今日美國(guó)》
usage 用途
use tests 使用測(cè)試
users 使用者
utility/price relationship 效用/價(jià)格關(guān)系
V
VALS2 價(jià)值與生活方式體系2
value 價(jià)值
value-based planning 價(jià)值基礎(chǔ)計(jì)劃
variability 變化性
variable costs 可變成本
variable incentive 可變激勵(lì)措施
variance decomposition analysis 偏差分解分析
VCR (video cassette recorder) 錄像機(jī)
vending sales 自動(dòng)售貨業(yè)
vending-machine operators 自動(dòng)售貨機(jī)經(jīng)營(yíng)商
vendor analysis 供應(yīng)商分析
vertical integration 垂直/縱向一體化
vertical marketing systems (VMS) 垂直營(yíng)銷系統(tǒng)
vision 愿景
Volvo 沃爾沃
W
Wall Street Journal 《華爾街日?qǐng)?bào)》
Wal-Mart 沃爾瑪
Walt Disney 迪斯尼
want 欲求
warranty 質(zhì)量保證
weight 加權(quán)
Wella 維拉
Wendy's 溫迪
Whirlpool 惠而浦
wholesale clubs 批發(fā)俱樂部
wholesaler-sponsored voluntary chains 批發(fā)商發(fā)起的自愿連鎖
wholesaling trends 批發(fā)趨勢(shì)
win-back program 贏回（顧客）方案
working capital investment 周轉(zhuǎn)資金投入
workload approach 計(jì)算工作量方法
World Wide Web (WWW) 萬維網(wǎng)
X
Xerox 施樂
Y
Yamaha 雅馬哈
young urban trend setters 年輕的城市潮流領(lǐng)導(dǎo)者
Z
zero defect 零缺陷
zone pricing 分區(qū)定價(jià)法