【经管励志】营销和广告术语（中英对照）

Englishattitudetestscentrallocationtestscluttertestsdirectquestioningexperimentalmethodfocusgroupformalresearchhaloeffectin-depthinterview/informalresearchinquirytestsintensivetechniquesmarketinginformationsystem,MISmarketingresearchmarketsmediaclassmediaresearchmediasubclassmediaunitsmediavehiclesmerchandisemessagemotivesnonprobabilitysamplesobservationmethodpost-testingpre-testingprimarydataprojectivetechniquesqualitativeresearchquantitativeresearch1of25Englishrandomprobabilitysamplesrecalltestsreliabilitysalestestssamplesampleunitssecondarydatasurveytestmarketuniversalproductcodeuniversevalidityadvertisingplanadvertisingstrategybottom-upmarketingcommunicationsmediacorporateobjectivescreativemixempiricalresearchmethodintegratedmarketingcommunicationlifetimecustomervaluemarketingobjectivesmarketingplanmarketingstrategyneed-satisfyingobjectives/objective/taskmethodpercentage-of-salesmethodproductconceptrelationshipmarketing2of25Englishsales-targetobjectives/share-of-market/share-of-voicemethodsituationanalysisstakeholderSWOTstrength/weakness/opportunity/threatanalysistacticstarget-audiencetop-downmarketingbrandinterestbrandloyaltybusinessmarketscentersofinfluencecentralroutetopersuasioncognitionconsumerbehaviorconsumerdecisionmakingprocessconsumermarketsculturecurrentcustomersElaborationLikelihoodModelenvironmentevaluationofalternativesevaluativecriteriaevokedsetexchangegovernmentmarketshabithierarchyofneedsindustrialmarkets3of25Englishinformationalmotivesinterpersonalinfluenceslearningmarketmarketersmarketingmentalfilesmotivationneedsnegativelyoriginatedmotivesnonpersonalinfluencesopinionleaderorganizationalbuyersperceptionperceptualscreensperipheralroutetopersuasionpersonalprocessespersuasionphysiologicalscreenspositivelyoriginatedmotivespost-purchasedissonancepost-purchaseevaluationprospectivecustomerspsychologicalscreensreferencegroupsresellermarketsselectiveperceptionself-conceptsocialclassesstimulussubculture4of25Englishtheoryofcognitivedissonancetransformationalmotivestransnationalmarketsutilitywantsgeodemographicsegmentationgeographicsegmentationgrowthstagehiddendifferencesindividualbrandinduceddifferencesintensivedistributionintroductoryphaselicensedbrandmarketsegmentationmarketingmixmaturitystagenationalbrandnetworkmarketingnonpersonalcommunicationpeople-basedserviceperceptibledifferencespersonalcommunicationpositionpriceelementprimarydemandprimarydemandtrendprivatelabelproductconceptproductelementproductlifecycle5of25EnglishpsychographicsegmentationpsychographicpublicitypullpullstrategypurchaseoccasionpushpushstrategyresellersalespromotionselectivedemandselectivedistributionservicespecialeventsStandardIndustrialClassificationCodestargetmarkettargetmarketingprocesstelemarketingusageratesuserstatusverticalmarketingsystemvolumesegmentationadvertorialadvocacyadvertisingambushmarketingaudiovisualmaterialsbulletingboardscommunityinvolvementcorporateadvertising6of25Englishcorporateidentityadvertisingcrisismanagemententertainmentexhibitsfeaturearticleshouseorganinkindinstitutionaladvertisinglobbyingmarketprepcorporateadvertisingmarketingpublicrelationnews/pressreleaseopinionsamplingphilanthropyposterspressagentrypress/mediakitpublicaffairspublicrelationspublicrelationsadvertisingpublicitypublicsrecruitmentadvertisingreputationmanagementspeechwritingsponsorshipvenuemarketingvideonewsrelease7of25EnglishaccountplanningadvertisingagencyartdirectorsartstudiosANAbrandmanagerbusiness-to-businessagencycentralizedadvertisingdepartmentclassifiedadvertisingclearanceadvertisingcooperativeadvertisingcopycopywriterscreativeboutiquecreativedirectordecentralizedsystemdepartmentalsystemdevelopmentstagedigitalinteractivemediadirect-mailadvertisingelectronicmediafee-commissioncombinationforeignmediafull-serviceadvertisingagencygeneralconsumeragencyglobalmarketersgroupsystemhorizontalcooperativeadvertisingin-houseagencyincentivesystemindependentproductionhouse8of25Englishindependentresearchcompanyinstitutionaladvertisingintegratedmarketingcommunicationsinteractiveagencyinternationalagencyinternationalmediainternationalstructurelocaladvertisinglocalagencymaintenancestagemanagementsupervisorsmarkupmediamedia-buyingservicemediacommissionmultinationalcorporationsnationaladvertisernationalagencyoutdooradvertisingpointprerelationshipstageprintmediaprintersproductadvertisingregionaladvertiserregionalagencyregularprice-lineadvertisingretainersystemsaleadvertisingsalespromotiondepartmentspeculativepresentation9of25Englishstraight-feesystemsupplierterminationstagetransitadvertisingverticalcooperativeadvertisingWebdesignhouseartartdirectionartistartdirectorbigideabrainstormingcommunicationsmediaconceptualizationcopywritercreativebriefcreativedirectorcreativeprocesscreativepyramidcreativecreativityemotionalappealsexplorerfact-basedthinkinginformationaljudgemandatoriesmessagestrategynonverbal10of25Englishproductconceptrationalappealstargetaudiencetechnicaltransformationalvalue-basedthinkingverbalvisualizationwarrioranimaticanimationtech