营销和广告术语(中英对照)

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1、营销和广告术语类别中文English营销调研态度测试attitudetests中心场所测试centrallocationtests混杂测试cluttertests直接提问法directquestioning试验法experimentalmethod小组讨论focusgroup正试调查formalresearch成见效应haloeffect深度访问in-depthinterview非正式/试调查informalresearch查询测试inquirytests深度调查技术intensivetechniques营销信息系统ma

2、rketinginformationsystem,MIS营销调查marketingresearch市场markets媒介种类mediaclass媒介调查mediaresearch媒介细分mediasubclass媒介单位mediaunits媒介载体mediavehicles产品merchandise讯息message动机motives非概率抽样nonprobabilitysamples观察法observationmethod事后测试post-testing事前测试pre-testing初级信息primarydata投射法

3、projectivetechniques定性调查qualitativeresearch定量调查quantitativeresearch1of25营销和广告术语类别中文English随机概率抽样randomprobabilitysamples回忆测试recalltests信度reliability销售测试salestests样本sample样本单位sampleunits二级信息secondarydata全面调查survey试验市场testmarket通用产品代码universalproductcode总体universe营

4、销调研效度validity营销策划广告计划advertisingplan广告战略advertisingstrategy自下而上式营销bottom-upmarketing传播媒介communicationsmedia企业目标corporateobjectives创意组合creativemix试验调查法empiricalresearchmethod整合营销传播integratedmarketingcommunication顾客终身价值lifetimecustomervalue营销目标marketingobjectives营销

5、计划marketingplan营销战略marketingstrategy需求一满足式目标need-satisfyingobjectives目标/任务法objective/taskmethod销售百分比法percentage-of-salesmethod产品概念productconcept关系营销relationshipmarketing2of25营销和广告术语类别中文English销售定向式目标sales-targetobjectives市场份额法/广告份额法share-of-market/share-of-voicem

6、ethod形势分析situationanalysis利益相关者stakeholderSWOT分析（优势、弱势、机遇与威胁）strength/weakness/opportunity/threatanalysis战术tactics目标受众target-audience营销策划自上而下式营销top-downmarketing营销品牌兴趣brandinterest品牌忠诚brandloyalty企业市场businessmarkets影响中心centersofinfluence有意劝服路径centralroutetopersua

7、sion认知cognition消费行为consumerbehavior消费者决策过程consumerdecisionmakingprocess消费者市场consumermarkets文化culture现有顾客currentcustomers详尽可能性模型ElaborationLikelihoodModel环境因素environment选择评估evaluationofalternatives评估标准evaluativecriteria参考组evokedset交换exchange政府市场governmentmarkets习惯

8、habit需要层次hierarchyofneeds工业市场industrialmarkets3of25营销和广告术语类别中文English营销信息性动机informationalmotives人际影响interpersonalinfluences认知learning市场market卖主marketers营销marke