市场营销的十三班专业术语翻译=6-10章

第六章OBJECTIVE11.Businessbuyerbehavior[p192]企业购买行为2.businessbuyingprocess[p192]业务购买流程3.deriveddemand[p193]派生需求4.Supplierdevelopment[p194]供应商开发Straightrebuy[p197]直重复购买6.modifiedrebuy[p197]修整再购newtask[p197]新购8.Systemsselling（solutionsselling）[p197]系统销售(解决方案销售）9.buyingcenter[p198]采购中心10.Users[p198]用户11.Influencers[p198]影响着12.buyers[p198]买家13.deciders[p198]决定者14.Gatekeepers[p198]守门人15.Problemrecognition[p200]一般需求描述16.Generalneeddescription[p201]产品规格17.Productspecification[p201]供应商搜索18.Suppliersearch[p201]提案征集19.Proposalsolicitation[p202]供应商选择20.supplierselection[p202]命令规范:21.Order-routinespecification[p203]命令规范22.Performancereview[p203]绩效考核23.E-procurement[p204]采购:24.Institutionalmarket[p205]机构市场25.Governmentmarket[p206]政府市场第七章Marketsegmentation市场细分markettargeting选择目标市场differentiation差异化positioning市场定位Geographicsegmentation地理细分demographicsegmentation人口细分ageandlife-cyclesegmentation年龄和生命周期细分gendersegmentation性别细分incomesegmentation收入细分psychographicsegmentation心理细分behavioralsegmentation行为细分occasionsegmentation时机细分benefitsegmentation利益细分Intermarketsegmentation跨市场细分Targetmarket目标市场undifferentiated(mass)marketing无差异（大众）营销differentiated(segmented)marketing差异化（细分市场）营销concentrated(niche)marketing集中化（缝隙）营销micromarketing微观市场营销localmarketing地域营销individualmarketing个人营销Productposition产品定位competitiveadvantage竞争优势valueproposition价值主张positionstatement定位陈述第八章Product产品Service服务Consumerproduct消费品Convenienceproduct便利品Shoppingproduct选购品Specialtyproduct专用品Unsoughtproduct非渴求品Industrialproduct产业用品Socialmarketing社会营销Productquality产品质量Brand品牌Packaging包装Productline产品线Productmix（orproductportfolio）产品组合Brandequity品牌资产Storebrand（orprivatebrand）品牌专卖店（自有品牌）Co-branding品牌联合Lineextension产品线延伸Brandextension品牌延伸Serviceintangibility服务的无形性Serviceinseparability服务的不可分割性Servicevariability服务的差异性Serviceperishability服务的不可储存性Service-profitchain服务利润链Internalmarketing内部营销Interactivemarketing互动营销第九章NewProductDevelopment新产品开发IdeaGeneration构思产生IdeaScreening构思筛选Productconcepts产品概念Concepttests概念测试BusinessAnalysis商业分析ProductDevelopment产品开发TestMarketing营销测试Commercialization商业化Productlifecycle产品生命周期Style风格Fashion时尚Introductionstage介绍期Growthstage成长期Maturitystage成熟期Declinestage衰退期第十章关键术语价格price基于价值的定价方法value-basedpricing高价值定价good-valuepricing价值增值定价value-addedpricing基于成本的定价方法cost-basedpricing固定成本fixedcost变动成本variablecost总成本totalcost经验曲线(学习曲线)experiencecurve(learningcurve)成本加成定价法cost-pluspricing盈亏平衡定价法(目标利润定价法)break-evenpricing(targetprofitpricing)目标成本法targetcosting需求曲线demandcurve价格弹性priceelasticity第六章Businessbuyerbehavior：Thebuyingbehavioroftheorganizationsthatbuygoodsandservicesforuseintheproductionofotherproductsandservicesortoresellorrentthemtootherataprofit.企业购买行为:组织的购买行为是购买商品和服务用于生产其他产品和服务或转售或租用其他获利。Businessbuyingprocess：Thedecisionprocessbywhichbusinessbuyersdeterminewhichproductsandservicestheirorganizationsneedtopurchase,andthenfind,evaluate,andchooseamongalternativesuppliersandbrands.业务购买流程:业务购买者的决策过程确定哪些产品和服务他们的组织需要购买,然后发现,评估和选择替代供应商和品牌。Deriveddemand：Businessdemandthatultimatelycomesfrom(derivesfrom)thedemandforconsumergoods.派生需求:业务用品需要由消费品需求派生出来。Supplierdevelopment:systematicdevelopmentofnetworksofsupplier-partnerstoensureappropriateanddependablesupplyofproductsandmaterialsforuseinmakingproductsorresellingthemtoothers.供应商开发:供应商合伙人网络系统开发,以确保适当的和可靠的供应的产品和材料用于制造产品或转售他人。Straightrebuy：Abusinessbuyingsituationinwhichthebuyerroutinelyreorderssomethingwithoutandmodifications.直接重购:业务购买情况下买方经常重新安排继续向原先的供应商购买产品。modifiedrebuy：Abusinessbuyingsituationinwhichthebuyerwantstomodifyproductspecifications,prices,terms,orsuppliers.修整再购：业务购买情况下，卖方想修改产品规格或供应商。newtask：Abusinessbuyingsituationinwhichthebuyinginwhichthebuyerpurchasesaproductorserviceforthefirsttime..新购:业务购买的购买情况下买方首次购买产品或服务。Systemsselling（solutionsselling）：Buyingapackagedsolutiontoaproblemfromasingleseller,thusavoidingalltheseparatedecisionsinvolvedinacomplexbuyingsituation.系统销售(解决方案销售):从一个卖方购买打包解决问题,从而避免所涉及的所有单独的决定一个复杂的购买情况。buyingcenter：Alltheindividualsandunitsthatplayaroleinthepurchasedecision-makingprocess..采购中心:所有的个人和单位,在购买决策过程中发挥作用。Users：Membersofthebuyingorganizationwhowillactuallyusethepurchasedproductorservice.用户：购买组织的成员将实际使用购买的产品或服务。Influencers：peopleinanorganization’sbuyingcenterwhoaffectthebuyingdecision;theyoftenhelpdefinespecificationsandalsoprovideinformationforevaluatingalternatives.影响者:人们在一个组织的采购中心影响购买决定;他们经常帮助定义规范和评估备选方案也提供信息。Buyers：Thepeopleintheorganization’sbuyingcenterwhomakeanactualpurchase.买家：在组织的采购中心做一个实际的购买。Deciders：Peopleintheorganization’sbuyingcenterwhohaveformalorinformalpowertoselectorapprovethefinalsuppliers.决定者:人们在组织的采购中心以正式或非正式的权力选择或批准最终的供应商。Gatekeepers：Thepeopleintheorganization’sbuyingcenterwhocontroltheflowofinformationtoothers.守门人:组织的采购中心的人控制了信息的流动。Problemrecognition：Thefirststageofthebusinessbuyingprocessinwhichsomeoneinthecompanyrecognizesaproblemorneedthatcanbemetbyacquiringagoodoraservice.问题识别：第一阶段的业务购买过程中有人在公司认识到一个问题或需求可以通过收购一个商品或服务。Generalneeddescription：Thestageinthebusinessbuyingprocessinwhichthecompanydescribesthegeneralcharacteristicsandquantityofaneededitem.一般需求描述:购买过程阶段