C2C: Custom to Custom/Consumer (消费者对消费者), 比如eBay, 淘宝, 拍拍.
E-Coupons (电子优惠券, 包含手机等其他数字平台)
可供打印优惠券的一个页面或电子档. 甚至是QR Code.
FYI/FYR (供参考)
即For Your Information / For Your Reference的缩写. 供您参考的意思. 在工作邮件中这是常见的! 在上级对下级的信中多见.
eDM (线上直邮/电子邮件广告)
Online Direct Mail Advertising/Electronic Direct Mail Advertising
House Ads (自我形象广告/自家广告)
in-House Ads! 从字面上就不难理解! 比如, Google很少做广告, 但Google从今年一月起在推Chrome时开始在YouTube替Chrome做广告, 这就是一种House Ad!
IA(信息架构)
Information Architecture的缩写。
IGA (网游植入广告)
即In-Game Advertising. 是指在游戏中的嵌入式商业广告. 通常分为内嵌式、外挂式和独立交互式三种. 国内酷动、NGI、天街、IMG、SPT这几家都是比较知名的Agency.
IM (即时通讯)
Instant Messenger. 就是即时通讯软件, 常用的IM有Gtalk, QQ, MSN, Skype, ICQ, AIM, 淘宝旺旺, 雅虎通, 网易泡泡等等…
Insights (洞察)
多见的词条如‖Consumer Insight‖ 前面有解释过.
Integrated Marketing (整合行销/整合营销) 运用多样媒体组合(我们多指传统结合数字媒体), 偏重多点广告诉求、注重不同类型消费者需求, 全方位、立体化的营销方式.
Interactive Design/Interaction Design(交互设计/互动设计)
这个名词真的要好好说一下, 我碰到有很多互动行业内的同学直接把这个名词简单理解成网页界面设计, 甚至个别已经理解成单纯的Flash设计. 这是不对的!
交互设计的概念早在80年代就提出来了. 在我的理解里, ―交互‖这个概念已经完全替代了―使用‖, 使用是主观的不可逆转的行为方式, 而交互是互动式的. 交互设计的目的便是了解目标用户和他们的期望; 了解―人‖本身的心理和行为特点; 了解用户在同产品交互时彼此的行为. 所以交互设计涉及到许多学科(心里学, 人机工程学等首当其冲)! 扯的有点多了,
这里所说的当然多指进行Web Design时的交互设计, 但这并不仅仅是界面视觉上的设计, 在界面上可以更美, 更艺术化但交互设计更加注重网站和用户之间交互的过程。Flash设计之所以较容易被同学们直接和交互设上等号是因为Flash这个载体的互动性较之以往的图片文字等更强!
Interactive Marketing/Advertising (互动营销/广告)
交互式广告, 一种利用交互式媒体(如Internet、IPTV、WAP、SMS以及亭式终端等媒体) 在线上或线下来推广或影响用户购买、达到用户与品牌广告主双向传播目的的广告形式.
Internet Marketing (网络营销/互联网营销)
网络营销, 通常被我们直接叫成’互动营销’或’在线营销’甚至’数字营销’ (主要是因为目前在数字营销领域Internet还是占有主导地位), 把互联网的创意和技术方面联系在一起, 包括设计, 开发, 广告和销售等. 而且网络营销的方法依靠目前技术的飞速更新也始终在推陈出新.
网络营销是使用―网络‖这个媒介来培养和推广的过程, 不是简单地表示―建一个网站‖或者―推广一个网站‖, 在网站背后, 是一个带有明确目标的组织.
KPI (关键绩效指标)
即: Key Performance Indicator/Key Performance Index . 网络营销领域可简单理解为―工作成果的评估‖。
KV (主视觉, 主画面)
Key Visual的缩写. 它可能不是一张平面广告或者海报, 它可以没有Idea甚至可以没有Solgan。Key Visual只是一个画面。一个可能被用到各种媒体的画面。那个KV也许就是一个明星手里拿着一瓶饮料对着镜头傻笑…
Local Agency/Advertising (本土代理商/本土广告公司/地方广告公司)
一般相对国际广告公司(International Agency, 4A Agency…).
篇二：市场营销英文术语
市场营销英文术语
市场market 市场营销marketing
需求demand 商品goods
服务service 顾客满意customer satisfaction 顾客价值customer value 交易transaction 营销者marketer 生产观念production concept
产品观念product concept 推销观念selling concept 市场营销观念marketing concept
社会营销观念social marketing concept
顾客 customer 顾客让渡价值customer delivered value 顾客总价值total customer value
顾客总成本total customer cost
顾客满意customer satisfaction
维系顾客keep customer
关系营销relationship marketing
全面质量管理total quality marketing
市场营销环境marketing environment
微观环境micro environment
宏观环境macro environment
市场机会market opportunity
愿望竞争者desired competitors
属类竞争者generic competitor
产品形式竞争者product competitor
目标市场target market
市场营销组合marketing mix
情绪moods 情绪emotion
消费者行为customer behavior
文化culture 人口统计因素demographies
参照群体reference group 角色模型role stereotype 知觉perception 认知学习cognitive learning 动机motive 个性personality
态度attitude 自我概念self-concept
生活方式life style
组织市场organizational market
企业市场business market
非营利组织市场non-profit organizational market 政府市场government market
直接再购straight rebuy 修正再购 modified rebuy 新任务采购new task 购买中心buying center
倡议者initiators 使用者users 影响者influencers 决定者deciders 购买者buyers 控制者gatekeepers 营销信息marketing information
营销信息系统marketing information system MIS 市场调研market research
描述性调研predictive research
解释性调研interpretive research
市场需求market demand
市场需求潜量market demand potential
企业需求量enterprise demand
企业需求潜量enterprise demand potential
定性预测qualitative forecasting
定量预测quantitative forecasting
企业战略enterprise strategy
企业使命说明书enterprise statement
战略经营单位strategy business units,SBU
波士顿矩阵Boston matrix
通用电器公司方法the General Electric Model,GE 市场吸引力market attractiveness
业务实力business attractiveness
密集型增长战略intensive growth strategies
市场渗透market penetration strategy
市场开发market development strategy
产品开发product development strategy
一体化增长战略integrative growth strategies 前向一体化forward integration
后向一体化backwards integration
水平一体化horizontal integration
多角化增长战略diversification growth strategies 同心多角化concentric diversification
水平多角化horizontal diversification
复合多角化conglomeration diversification
市场营销战略marketing strategy
市场营销组合marketing mix
市场营销组织marketing organization
职能型组织functional organization
地区型组织regional organization
产品管理型组织managerial organization of product 市场管理型组织managerial organization of market 公司与事业部型组织organization of corporation and business unit
市场营销管理marketing management
市场营销计划marketing planning
市场营销marketing program
市场营销控制marketing controlling
市场竞争market competition
完全竞争pure competition
非完全竞争imprecate competition
垄断竞争monopolistic competition
市场领导者market leader 市场挑战者market challenger 市场追随者market follower 市场补缺者marketing niche 市场细分market segmentation
目标市场target market
市场定位market positioning
无差异性市场策略undifferentiated marketing tactics 差异性市场策略differentiated marketing tactics 集中性市场策略concentrated marketing tactics 产品product 服务service
核心产品core product 形式产品actual product
期望产品expected product 延伸产品augmented product 潜在产品potential product 耐用品durable goods
非耐用品nondurable goods 产品线product line 产品项目product item 产品组合product mix 产品组合长度product mix length
产品组合宽度product mix width
产品组合深度product mix depth
产品组合关联度product mix consistency
产品生命周期product life cycle
开发期development stage 引进期introduction stage 成熟期maturity stage 衰退期decline stage 新产品开发new product development
产品概念product concept
商业化commercialization 包装package
包装策略package strategy
品牌brand 品牌命名brand naming
品牌决策branding decision
统一品牌blanket family brand
品牌使用者决策brand-sponsor decision
个别品牌individual brand
分类品牌separate family brand
多品牌multi-brand
统一的个别品牌company/individual brand
合作品牌co-branding 品牌设计brand designing 品牌资产brand equity 品牌延伸brand extension 内涵不变式延伸invariable meaning extension
内涵渐变式延伸gradual changing meaning extension
篇三：品牌营销(中英文)
品牌营销（中英） -译国译民翻译公司
Brand Strategy Research
Kapferer,J.H
Available online 11 June 2010
Economic globalization, how to adapt to international trends,establish,a strong brand and enhance our competitiveness, have become pressing issues facing enterprises. Based on the analysis of the development of corporate marketing brand strategy in enterprise marketing role.Enterise needs to sue a variety of means of competition to increase brand awareness, improve brand positioning, an create a good brand image.
First, Japanese brands across the board defeat.
November 22,2006 morning, NEC announced that it would withdraw from 2G and 2.5mobile phone market ,which means that, following Sharp, Panasonic, Toshiba, Mitsubishi,Sanyo, a Japanese mobile phone manufacturers later withdraw from the Chinese market, Japanese mobile phone has almost all except Kyocera 2G mobile phone market in China out of contention.
If we sum up the Chinese household appliance market, today any different from ten years ago, I think the biggest difference is that Japanese companies in China, Japanese home appliance market downturn, the following main reasons: First, rigid enterprise system, decision-making difficult, the reaction was slow, incompatible with the reality of the Chinese market ,it is difficult to adapt to the rapidly changing Chinese market;2 is weak in marketing ,product planning capacity is not strong ,it is difficult to judge according to their marker launch to meet consumer demand and forecast products, follow the trend has been in a passive situation, can not satisfy market demand; Third, failure to grasp the industry best time to transition is the Japanese home appliance companies lose an important reason for market dominance. Japanese companies come to the edge in the Chinese market is causing companies to think deeply about our nation ? To make the internanational route and
whether the enterprise of “Japanese Company” to the lessons learned behind?Second, the brand strategy implementation in China the Current Situation Many old famous “flash in the pen”
Chinese and foreign enterprises in the Chinese market the brand war; just grow up to be a great impact on national brands. The last century, a little-know 80’s brand ,not being registered by trademark, is to be acquired, squeeze, even if the residue is hard going down really developed very limited. Here atypical case, the last century 80s to early 90s,he worked in air conditioning sector hit wonders of the Warburg in 1998,was acquired Kelon,the subsequent decline in brand image is repeated.
Brand strategy has been an increasing emphasis on domestic enterprises caused the government to support.
Since the 80s of last century reform and opening up, China’s socialist econonomic construction has made remarkable achievements. From a planned economy to market economy era Chinese companies, brand management has grown out of nothing.
Information, local governments at all levels of emphasis on brand-name, organization promoting the efforts, policies measures have greatly enhanced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other cities on the Chinese famous enterprises incentives to 100 million, on Dali an 3 million Yuan ,on brand-name companies have been cities for the 100000yuan reward-200000yuan.
Japanese 8th 2009 year to Japanese 11th,the 40th International Consumer Electronics Show(CES) in Las Vegas Ventian hotel opening. National enterprises in the CES,we achieve superior results.
It is understood that this year there are 4000 people registered to participate in China CES,including manufacturers, media and spectators, in the exhibition hall, there are 327 exhibitors.Haier is the world’s most authoritative consumer electronics industry media “TWICE” named for the Chinese consumer electronics brand.
3.The status of foreign brands in most sectors is still difficult to shake
However, we should also see the face of numerous products on the market, allows consumers blurted out genuinely few domestic brands. With the opening up further, to a number of big companies have to squeeze into the Chinese market, Chinese market, a time filled with“sony”,“Coca-Cola”，“rejoice”，“Benz” and various other international brands, many of these names foreign brands violently hitting the national
brand in China. Although the appliance industry ,led by haier brand,“Konka”，“Changhong”，“TCL”and other domestic brands have developed well, but with the “Sony”, “Panasonic”“Samsung” and other brands, they are still there competitive disadvangtage;in the IT industry, “Lenovo”，“Founder”，“Great Wall” and other countries compared to ,brand awareness is still insufficient; in Consumer Goods market,“P＆G”，“Oliver”，“Henkel”，and other international companies have formed the three pillars.
Third, the brand strategy implementation in China Problems and Errors.
Currently, Chinese brands have a huge international marker opportunity and space for international brands has been inevitable, but there are also brand building is not unsatisfactory.
Our Enterprise Brand Building Problems：
Factors from the point of micro-enterprises themselves: there is a lace of technology development, brand competitiveness is not strong; brand personality, lack of innovation and development capacity; small-scale production and management, brand development lack of overall planning; ability of weak exports and international operations, Brand awareness is not strong; brand positioning is not clear, there is a large range of factors such as blindness. Speaking from the macro social factors: social mechanisms need to be improved, policies and regulations support the need to further strengthen the country’s industrial policy, export-oriented policies for different sectors play different role in the country’s industrial policy, export-oriented policies for different sectors play different role in the promotion and limitation, the financial environment for business investment capacity and market expansion ability and the important influence. The establishment of market system in China has for many years, despite a significant improvement but still not perfect, her still has not really adapt to the market economy, consumer psychology has not yet fully mature.
2.The current situation of global economic integration, the error of the brand strategy implementation
(1)Ignore the brand investment, profit-oriented
Background of economic globalization, international competition is increasingly reflected in the brand’s competition, the overwhelming majority of the modern world famous multinational companies with particular emphasis on the use of brand strategy, brand such a full range of output through the form of multinational corporations gradually occupation of the international market. it is no exaggeration to say that now, the brand has achieved global strategic objectives of transnational corporations sharp
weapon, is an important means to achieve capital expansion.
Rome was not built in a day cold .Brand never be in the short term invented to be a long process of accumulation. Many enterprises do not clearly recognize this point, attempt to create a brand in a short time, but ignored the long-term planning and strategy.
(2)Brand strategy is a systematic
The implementation of brand strategy is a systematic, enterprise strategy and the overall development of an important component of competitive strategy. The implementation of brand strategy is to rely on their overall quality and overall image enhancement, the need for scientific management idea and superb operational skills, but quit a few brand planner in this regard was particularly poor performance and immediate impact brand development ,practical work in the emergence of many such errors: If that job is to create a brand to take a good brand is drawing a satisfactory visual signs only; Advertising is the only way to cultivate well-known brands, in addition to advertising in the media ,big, the other no attention; scale enterprise product once formed, well-known brands on the naturally established; well-known brand is equivalent to high price, to be uealistically improve the product price. Some companies even to further in the brand Wrong Operation not hesitate to give up their own brand business, with foreign companies,brands,or to sell its own brand low-cost transfer, such as our persent more than 20 million “three capital”enterprises,there 90% of the joint venture using the foreign brands; clean silver toothpaste factory in Ghuangzhou to 2 million Yuan cheap to transfer to joint ventures and other brands, is one such outstanding example of the terrible consequences of today has become increasingly apparent-lost domestic enterprises own brand, product and intellectual property rights, national industrial competitiveness lie!
(3)Product is the enterprise competitive advantage in the market can be quickly imitated by competitors,beyond,the brand is insurmountable, real and lasting competitive advantage comes from innovation, in order to “change”shouldbe “status quo”
Brand is the concentrated expression of the core competitiveness. The market is constantly changing face of any brand at any time to be out of danger .Too much emphasis on the existing achievements, do not attach importance to innovation, leading to a lot of brand-name“dismount”the major reason. Coca-Cola’s former chief marketing officer Sergio Zyman,“the brand is only the company logo products and
services are different from competitors, is the most effective weapon to open up the market, excellent brand can make your product stand out.”Products physical properties,quantity,price,quality,service is very easy to make your product stand out.” Products physical properties, quantity, price, quality, service is very easy to imitate competitors, Er brands, along with the product itself, also includes an attached product to cultural background, emotional, consumer cognition invisible things, so that enterprises Yong Yuan Li in the competition undefeated. Consumer awareness deciding the fate of the brand has a direct impact on consumer awareness. Brand is the difference deciding the fate of the brand has a direct impact on consumer awareness. Brand is the difference between the market enterprise important symbols is the benchmark for consumer spending to brand as the core has become a cor pirate restructuring and reallocation of resources an important mechanism.
In addition, enterprises should learn from successful exiperiences abroad to enhance their design and development capability. Enterprises should dare to challenge the new technology revolution to create their own brand, and increase market competitiveness; We must work hard in the value of differentiation has been directly determined to achieve the final product sales, personal services are indispensable!
2.To strengthen marketing, improve brand awareness, brand strategy will be organically integrated in their overall strategy to promote the overall development strategy. The implementation of brand marketing is an important part of the strategy. By choosing the right marketing approach can be effectively used to brand a household name brand, expand market share. Brand strategy is not an isolate task, but the overall development strategy and business are closely related. A successful brand names more than just a brand its own thing, related to business management of all major strategic decision, these major strategic decision, these major strategic decisions were consciously carried out around to expand.
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