市场营销第十三版1-5章专业术语翻译

第一章

Marketing市场营销 Needs需要 Wants欲望 Demands需求 Market offering市场供应Marketing myopia营销短视 Exchange交换Market市场 Marketing management市场营销管理Production concept生产概念Product concept产品观念 Selling concept推销概念Marketing concept市场营销观念Societal marketing concept社会营销概念Customer relationship management顾客关系管理Customer-perceived value顾客认知价值Customer satisfaction顾客满意度 Consumer-generated marketing消费者产生的营销Partner relationship management伙伴关系管理Customer lifetime value顾客终生价值Share of customer顾客份额 Customer equity顾客资产 Internet互联网

第二单元

Strategic planning 战略规划 mission statement 使命陈述 business portfolio业务组合portfolio analysis 组合分析growth-share matrix 增长一份额矩阵product/market expansion grid产品/市场扩张矩阵market penetration 市场渗透 market development 市场开发product development 产品开发diversification 多元化downsizing 精简战略value chain 价值链 value delivery network 价值递送网络marketing strategy 市场营销战略 market segmentation市场细分 market segment 细分市场market targeting 市场营销战略positioning 定位differentiation 差异化marketing mix 市场营销组合 SWOT analysis SWOT分析 marketing implementation 市场营销执行 marketing control 营销控制 return on marketing investment 市场营销投资回报率

第3章

Marketing environment 市场营销环境 microenvironment微观环境

Macroenvironment 宏观环境 marketing intermediaries营销中介

Public公众 demography人口统计

Baby boomers婴儿潮 generation X一代

Millennials(generation Y) Y一代 economic environment经济环境

Engel’s laws恩格尔定律 natural environment自然环境

Environmental sustainability环境的可持续发展

technological environment技术环境Political environment 政治环境cultural environment人文环境

第四章

Customer insights 顾客洞察力（见解） marketing information system 市场营销信息系统

internal databases内部报告系统marketing intelligence营销情报系统marketing research 市场营销调研 Exploratory research探测性调研descriptive research描述性调研 Secondary data 二手资料commercial online databases在线商业数据库 Observational research 观察调研 ethnographic research 人种调研 Survey research调查研究 experimental research实验调研 Focus group interviewing 焦点小组访谈online focus groups在线焦点小组访谈Sample样本

customer relationship management客户关系管理

第五章

Consumer buyer behavior 消费者购买行为Consumer market 消费者市场 Culture 文化Subculture 亚文化 Social class 社会阶层 Group 群体 Opinion leader 意见领袖Online social networks 在线社交网络Lifestyle 生活方式Personality 个性 Brand personality 品牌个性 Motive (drive) 动机Perception 认知过程 Learning学习Belief 信仰Attitude 态度Complex buying behavior 复杂购买行为Dissonance-reducing buying behavior 不和谐的购买行为Habitual buying behavior 习惯性的购买行为Variety-seeking buying behavior 追求多样化的购买行为Need recognition 需求识别Information search 信息搜索Alternative evaluation 另类评估Purchase decision 购买决策Postpurchase behavior 购后行为Cognitive dissonance 认知失调New product 新产品Adoption process开发过程

第一章

Marketing市场营销 p29

The process by which companied create value for customers and build strong customer relationships in order to capture value from customers in return.

企业为消费者创造价值并建立良好的顾客关系，以此从消费者身上获取利益作为回报的过程。

Needs需要 p30

States of felt deprivation.

感到缺乏（某种事物）的状态

Wants欲望 p30

The form human needs take as shaped by culture and individual personality.

个人受不同文化及个人性格影响所表现出来的人们的特定的需要。

Demands需求 p30

Human wants that are backed by buying power.

由购买力支持的人们的需求。

Market offering市场供应 p30

Some combination of products, services, information, or experiences offered to a market to satisfy a need or want.

一些产品，服务，信息或经验的组合，他们被提供到市场中来满足一种需要或需求。Marketing myopia营销短视 p30

The mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products.

在一个公司提供的特定产品上花费更多的注意力，而不是那些产品所产生的利益和经验的一种错误。

Exchange交换 p31

The act of obtaining a desired object from someone by offering something in return. 从某人处获得所需之物，并以自己的某种东西作为回报的行为。

Market市场 p31

The set of all actual and potential buyers of a product or service.

某个产品或服务的实际购买者和潜在购买者的集合。

Marketing management市场营销管理 p32

The art and science of choosing target markets and building profitable relationships with them.

选择目标市场并于他们建立良好关系的艺术和科学。

Production concept生产概念 p33

The idea that consumers will favor products that are available and highly affordable and that the organization should therefore focus on improving production and distribution efficiency.

消费者会偏爱那些有价值的，高度适合的产品，因此组织应该把重点放在改善产品质量和分销效率的理念

Product concept产品观念 p34

The idea that consumers will favor products that offer the most quality, performance, and features and that the organization should therefore devote its energy to making continuous product improvements.

认为消费者更喜欢那些高质量，多功能和具有某些特色的产品，因此，组织应该致力于不断生产高质量产品的概念。

Selling concept推销概念 p34

The idea that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort.

认为消费者将不会购买足够的企业的产品，除非企业进行大规模销售或大力促销的观念。Marketing concept市场营销观念 p34

The marketing management philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do.

强调实现组织的目标取决于了解目标市场的需要和欲望，并比竞争者更好地传递（消费者）期望的满足感的市场营销哲学。

Societal marketing concept社会营销概念 p35

The idea that a company’s marketing decisions should consider consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests.

认为企业的营销决定应该考虑消费者的欲望，企业的要求，消费者的长期利益和社会的长期利益的观念。

Customer relationship management顾客关系管理 p37

The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.

通过传递更高的顾客价值和顾客满意度来建立并维持良好的顾客关系的整个过程。Customer-perceived value顾客认知价值 p37

The customers’ evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers.

顾客对某个营销供应者的所有的利益和成本与其他竞争者的不同的评估。

Customer satisfaction顾客满意度 p37

The extent to which a product’s perceived performance matches a buyer’s expectations.

产品的可感知的性能符合购买者预期的程度。

Consumer-generated marketing消费者产生的营销 p43

Marketing message, ads, and other brand exchanges created by consumers themselves —both invited and uninvited.

营销信息，广告和其他品牌交换由消费者自己创造，不管是被邀请的还是不被邀请的。Partner relationship management伙伴关系管理 p43

Working closely with partners in other company departments and outside the company to jointly bring greater value to customers.

和本公司其他部门的伙伴以及公司外部的伙伴密切地工作，以此共同地给顾客带来更好的价值。

Customer lifetime value顾客终生价值 p46

The value of the entire stream of purchase that the customer would make over a lifetime of patronage.

指购买的整个流程的价值，在此价值指引下顾客将会用一生的时间来惠顾。

Share of customer顾客份额 p46

The portion of the customer’s purchase that a company gets in its product categories. 企业从它的产品种类中获得的消费者购买过程的一部分。

Customer equity顾客资产 p47

The total combined customer lifetime values of all of the company’s customer. 企业所有顾客的总共的联合的顾客终生价值。

Internet互联网 p49

A vast public web of computer networks that connects users of all types all around the world to each other and to an amazingly large information repository.

一个巨大的计算机网络的公共网站，它能够把世界各地的各种类型给的使用者和其他人以及一个难以想象的、巨大的信息知识库联系起来。

第二章

Strategic planning

The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.

在组织的目标和能力与不断变化的市场机会之间建立和维持战略适配的过程。

Mission statement

A statement of the organization’s purpose--- what it wants to accomplish in the larger environment.

对组织目标的说明——组织期望在大环境中实现什么

Business portfolio

The collection of business and products that make up the company.

组成公司的业务和产品的集合

Portfolio analysis

The process by which management evaluates the products and businesses that make up the company.

管理者对组成公司的产品和业务进行评估的过程

Growth-share matrix

A portfolio-planning method that evaluates a company’s strategic business units in terms of its market growth rate and relative market share. SUBs are classified as stars, cash cows, question markets, or dogs.

就某一公司的市场增长比率和相关的市场份额而对一公司的战略业务单位进行评估的一种投资组合分析方法。

Product/market expansion grid

A portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversification. 通过市场渗透，市场发展，产品发展或者差异化确定公司增长机会的一种投资分析组合工具Market penetration

A strategy for company growth by increasing sales of current products to current market segment without changing the product.

不改变原有产品，仅是增加现有产品在现有市场的销售的一种公司发展战略。

Market development

A strategy for company growth by identifying and developing new market segments for current company products.

为其当前产品确认和开发新的细分市场的一种公司发展战略

Product development

A strategy for company growth by offering modified or new products to current market segment.

向现有市场提供改良的或全新的产品的一种公司发展战略

Diversification

A strategy for company growth starting up or acquiring business outside the company’s current products and markets.

创办和收购公司现有产品和市场之外的业务的一种公司发展战略

Downsizing

Reducing the business portfolio by eliminating products of business units that are not profitable or that no longer fit the company’s overall strategy.

通过剔除那些不赚钱的或者不在适合企业整体战略的产品业务单位而减少业务组合。

Value chain

The series of developments that carry out value-creating activities to design, produce, market, deliver, and support a firm’s products.

一系列的部门通过设计、生产、营销、传递和支持公司的产品来完成价值创造的活动

Value delivery network

The network made up of the company, suppliers, distributors, and, ultimately, customers who “panner” with each other to improve the performance of the entire system.

这个网络由企业，供应商，分销商和最终的客户构成，他们彼此合作提高整个系统的绩效Marketing strategy

The marketing logic by which the business unit hopes to create customer value and achieve profitable customer relationships.

公司借以创造客户价值和实现利润的客户关系的市场营销逻辑。

Market segmentation

Diving a market into distinct groups of buyers who have different needs,

characteristics, or behaviors, and who might require separate products or marketing programs.

将市场划分为独特的购买者群体，这些购买群体在需求、特征和行为上存在者明显的差异，需要不同的产品和市场营销计划。

Market segment

A group of consumers who respond in a similar way to a given set of marketing efforts. 由对既定市场营销努力具有类似反映的消费者构成。

Market targeting

The process of evaluating each market segment’s attractiveness and selecting one or more segment to enter.

评价各个细分市场的吸引力并选择一个或更多的细分市场进入

Positioning

Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

设法使自己的产品相对于竞争产品在目标客户心目中占据一个清晰、独特和理想的位置Differentiation

Actually differentiating the market offering to create superior customer value. 事实上与市场提供物相区分并创造更高的客户价值

Marketing mix

The set of controllable tactical marketing tools----product, price, place, and promotion----that the firm blends to produce the response it wants in the target market.

企业为使目标市场有预期反映而使用的一系列可控的战略营销工具——产品，价格，渠道和促销

Return on marketing investment (or marketing ROI)

The net return form a marketing investment divided by the cost of the marketing investment.

用市场营销投资的净回报除以市场营销投资成本。

Marketing control

The process of measuring and evaluating the results of marketing strategies and plans taking corrective action to ensure that objectives are achieved.

测量和评价市场营销战略和策略的结果，并采取纠偏措施确保营销目标的实现。

Marketing implementation

The process that turns marketing strategies and plans into marketing action in order to accomplish strategic marketing objectives.

为了实现企业的战略目标，将市场营销计划转化为市场营销行动的过程

SWOT analysis

An overall evaluation of the company’s strengths ,weaknesses ,opportunities ,and threats.

评价公司的优势、弱点、机会和威胁。

第三章

Marketing environment 市场营销环境

The actors and forces outside marketing that affects marketing management’s ability to build and maintain successful relationships with target customers.

市场营销环境是由营销以外的那些能够影响与目标顾客建立和维持成功关系的营销管理能力的参与者和各种力量所组成。

Microenvironment微观环境

The actors close to the company that affect its ability to serve its customers —the company,suppliers,marketing intermediaries,

customer markets,competitors,and publics.

微观环境是由影响公司顾客服务能力的联系紧密的组织或个人构成，包括企业、供应商、营销中介、顾客、竞争者和公众。

Macroenvironment 宏观环境

The larger societal forces that affects the microenvironment—demographic,economic,natural,technological,political,and cultural forces.

宏观环境是由影响微观环境的较大的社会力量构成，包括人口、经济、自然、技术、政治和文化。

Marketing intermediaries营销中介

Firms that help the company to promote,sell,and distribute its goods to final buyers.

营销中介是指帮助企业促销、销售和分销产品给最终购买者的机构。

Public公众

Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives.

公众是对组织实现其目标的能力有实际或潜在利益关系，或影响的任何群体。Demography人口统计

The study of human population in terms of size,density,location,age,

gender,race,occupation,and other statistics.

人口统计是根据人口规模、密度、地理位置、年龄、性别、种族、职业和其他一些统计量进行的人口研究。

Baby boomers婴儿潮

The 78 million people born during the baby boom following World War II and lasting until 1964.

婴儿潮是指在第二次世界大战后并持续到1964年间的生育高峰期间出生的7800万人。Generation X一代

The 45 million people born between 1965 and 1976 in the “birth death” following the baby boom.

在生育高峰期后的“生育率低潮”中4500万在1965至1976年出生的一代人。Millennials(generation Y) Y一代

The 83 million children of the baby boomers,born between 1977 and 2000.

在1977至2000年的生育高峰期间出生的大约为8300万的一代人。

Economic environment经济环境

Factors that affect consumers buying power and spending patterns.

经济环境是由影响消费者购买能力和消费模式的因素构成。

Engel’s laws恩格尔定律

Differences noted over a century ago by Ernst Engel in how people shift their spending across food, housing, transportation, health care,and other goods and services categories as family income rises.

一个多世纪以前由厄恩斯特·恩格尔注意到的随着家庭收入的增加人们如何通过食物、住房、交通、医疗保健、其他商品和服务类别中改变支出的差异。

Natural environment自然环境

Natural resources that are needed as inputs by marketers or that are affected by marketing activities.

自然环境是指市场营销者需要投入的或受到市场营销活动影响的自然资源。Environmental sustainability环境的可持续发展

Developing strategies and practices that create a world economy that the planet can support indefinitely.

环境可持续发展是指创建一种地球可以无限发展和支撑的世界经济而制定的战略和行动。Technological environment技术环境

Forces that create new technologies，creating new product and market opportunities.

技术环境是由创造新技术、生成的新产品和市场机会的因素构成。

Political environment 政治环境

Laws,government agencies,and pressure groups that influence and limit various organizations and individuals in a given society.

政治环境是由在特定社会中影响或制约各种组织和个人的法律、政府机构及压力群体构成。

Cultural environment人文环境

Institutions and other forces that affect society’s basic values, perceptions,preferences,and behaviors.

人文环境是由影响社会的基础价值观、认知、偏好和行为的机构和其他力量构成。

第四章

Customer insights 顾客调研/洞察力（见解）

Fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships 根据市场营销信息来清楚的了解顾客和营销地点，并以此为基础创造顾客价值和关系。marketing information system 市场营销信息系统

People and procedures for assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights.

人和程序为评估信息的需要,发展所需的信息,帮助决策者使用信息来生成和验证可行的客户和市场洞察力。

internal databases内部报告系统

Electronic collections of consumer and market information obtained from data sources within the company network.

由公司内部网络数据资源获得的顾客和市场信息的电子组合。

marketing intelligence营销情报系统

The systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.

系统的收集和分析关于消费者、竞争对手和市场营销环境发展的可用的公共信息。marketing research 市场营销调研

The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

对面向一个组织的相关特定市场状况的数据进行系统的设计、收集、分析和报告。Exploratory research探索性调研

Marketing research to gather preliminary information that will help define problems and suggest hypotheses.

收集初步信息来帮助定义问题和作出假设的市场调研。

descriptive research描述性调研

Marketing research to better describe marketing problem, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers.

更好的描述市场营销问题、现状或者市场情况，例如对一个产品的市场潜力或消费者人口统计资料和态度的调查。

Secondary data 二手资料

Information that already exists somewhere, having been collected for another purpose.

为其他目的已经收集并存在的信息。

commercial online databases在线商业数据库

Computerized collections of information available from online commercial sources or via the internet. 通过在线商业资源或因特网收集的电脑化信息。

Observational research观察调研

Gathering primary data by observing relevant people,actions, and situations.

通过相关人员，行为和环境收集基本数据。

ethnographic research 人种调研

A form of observational research that involves sending trained observers to watch and interact with consumers in their “natural habitat”涉及到将经过训练的调查人员送去观察和接触消费者的自然习惯的一种观察调研法。

Survey research调查研究

Gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior. 通过询问人们关于他们的知识，态度，爱好和购买行为的问题来收集基本数据.

experimental research实验调研

Gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses. 通过选择与课题相匹配的群体来获得基本数据，给他们不同的对待方

式，控制相关因素，并对不同群体的反映进行检查。

Focus group interviewing 焦点小组访谈

Personal interviewing that involves inviting six to ten people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. The interviewer “focuses” the group discussion on important issues.

邀请6到10个人聚集到一起与经过训练的面试官进行几小时的关于产品、服务或组织的谈话的私人交谈会。这个面试官要将小组讨论聚焦在重要的问题上。

online focus groups在线焦点小组访谈

Gathering a small group of people online with a trained moderator to chat about a product, service, or organization and gain qualitative insights about consumer attitudes and behavior.

将在线的人群组成一个小组并和经过训练的中间人对一个产品、服务或组织进行讨论并获得顾客态度和行为的定性观察。

Sample样本

A segment of the population selected for marketing research to represent the population as a whole.

选择一部分群体进行市场调查来代表整个群体。

customer relationship management客户关系管理

Managing detailed information about individual customers and carefully managing customer “touch points” in order to maximize customer loyalty.管理个别客户的详细信息并仔细的管理顾客接触点来获得最大程度的顾客忠诚。

第五章

Consumer buyer behavior 消费者购买行为

The buying behavior of final consumer—individuals and households that buy goods and services for personal consumption.

最终的消费者——个人和家庭的购买商品和服务用于个人消费的购买行为。

Consumer market 消费者市场

All the individuals and households who buy or acquire goods and services for personal consumption.

Culture 文化

The set of basic values, perceptions, wants, and behaviors learned by a member of society from society from family and other important institutions.

指建立起来的基本价值观，观念，愿望和行为受到社会从家庭和其他重要机构的社会一员了解到的。

Subculture 亚文化

A group of people with shared value systems based on common life experiences and situations.

基于共同的生活经历和情况的一群人共享的价值体系。

Social class 社会阶层

Relatively permanent and ordered divisions in a society whose members share similar values,interests,and behaviors.

相对固定的、有序的部门在一个社会的成员具有类似的价值观，兴趣，和行为

Group 群体

Two or more people who interact to accomplish individual or mutual goal.

两个或两个以上的人相互作用来实现个人或共同的目标。

Opinion leader 意见领袖

Person within a reference group who, because of special skill, knowledge, personality, or other characteristics, exerts social influence on others.

个人参考组内的人，由于特殊的技能，知识，人格，或其他特性，对他人的社会影响。Online social networks 在线社交网络

Online social communities—blogs, social networking web sites, or even virtual worlds—where people socialize or exchange information and opinions.

在线社交社区，博客，社交网站，甚至是虚拟世界，那里的人们进行社交或交换信息和意见。Lifestyle 生活方式

A person’s pattern of living as expressed in his or her activities, interests, and

opinions.

一个人的生活中所表达的他或她的活动，兴趣和意见的格局。

Personality 个性

The unique psychological characteristics that lead to relatively consistent and lasting responses to one’s own environment.

这导致相对一致的反应自己的环境和持久的独特的心理特征。

Brand personality 品牌个性

The specific mix of human traits that may be attributed to a particular brand. 人类的特质，可以归因于一个特定品牌的特定组合。

Motive (drive) 动机

A need that is sufficiently pressing to direct the person to seek satisfaction of

the need.

需要的是足够的压迫，以指示该人寻求的需要的满足。

Perception 认知过程

The process by which people select, organize, and interpret information to form a meaningful picture of the world.

这一过程的人选择，组织和解释信息，形成一个有意义的世界图景。

Learning学习

Changes in an individual’s behavior arising from experience.

改变从经验中产生的个人行为。

Belief 信仰

一个描述性的认为一个人拥有的东西。

Attitude 态度

A person’s consistently favorable or unfavorable evaluations, feelings, and

tendencies toward an object or idea.

一个人的一贯有利或不利的评价，感受，并朝着一个对象或想法的倾向。

Complex buying behavior 复杂购买行为

Consumer buying behavior in situations characterized by high consumer involvement in a purchase and significant perceived differences among brands.

消费者购买行为的特点是高消费者参与品牌之间的采购和显著认知差异的情况。

Dissonance-reducing buying behavior 不和谐的购买行为

Consumer buying behavior in situations characterized by high involvement but few perceived differences among brands.

消费者购买行为的特点是高涉入其中，但一些品牌的感知差异的情况。

Habitual buying behavior 习惯性的购买行为

Consumer buying behavior in situations characterized by low-consumer involvement and few significantly perceived brand differences.

消费者购买行为的特点是低消费的参与和几个显著感知品牌的差异情况。

Variety-seeking buying behavior 追求多样化的购买行为

Consumer buying behavior in situations characterized by low consumer involvement but significant perceived brand differences.

Need recognition 需求识别

The first stage of the buyer decision process, in which the consumer recognizes

a problem or need.

买方决定过程的第一阶段，其中，消费者识别的问题或需要。

Information search 信息搜索

The stage of the buyer decision process in which the consumer is aroused to search for more information, the consumer may simply have heightened attention or may go into an active information search.

只是高度关注或可能进入一个积极的信息搜索。

Alternative evaluation 另类评估

The stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set.

买家决策过程中，消费者使用信息，以评估在选择集的替代品牌的阶段

Purchase decision 购买决策

The buyer’s decision about which brand to purchase.

消费者购买动机转化为购买活动的过程。

Postpurchase behavior 购后行为

The stage of the buyer decision process in which the consumers take further action after purchase, based on their satisfaction or dissatisfaction.

买方决定过程中，购买后消费者根据他们的满意或不满意采取进一步行动的阶段。

Cognitive dissonance 认知失调

Buyers discomfort caused by postpurchase conflict.

购买者造成的不适购买后冲突。

New product 新产品

A good, service, or idea that is perceived by some potential customers as new. 一些潜在的客户视为新的一个好的服务或想法、商品。

Adoption process开发过程

The mental process through which an individual passes from first hearing about an innovation to final adoption.

通过它一个人经过从第一次到创新的心理过程。

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一、广告 广告字面意义的演变： 1. “Advertising”的词源看，源于拉丁文“Advertere”其 含义为“吸引人注意”； 2. 中古英语时代（约公元1300～1475年）演变为 “Advertise”，其含义衍化为“使某人注意到某事”， 或“通知别人某件事，以引起他人的注意”； 3. 直到17世纪末，英国开始大规模的商业活动， Advertise一词被广为使用，这以后Advertise逐渐已不 单指一则广告，而指一系列的广告活动，静止的物的 概念的名词Advertise被转化为Adverting，而赋予了现 代意义。

?1890年以前，国外对广告公认的定义为“广告是有关商品或服务的新闻” （News about Product Service） ?1894年，美国杰出广告人约翰﹒肯尼迪给广告下的新定义为“广告是印刷的推销术”（Salesmanship in Print） ?1927年戈公振：“广告为商业发展之史乘，亦即文化进步之记录。人类生活，因科学发明日趋繁密美满，而广告即有促进人生与指导人生之功能。 ……故广告不仅为工商界推销产品之一种手段，实负有宣传文化与教育群众之使命也。”（《中国报学史》，三联书店出版，1955年3月第一版P220。）

?1932年，美国《广告时代》杂志（Advertising Age）公开征求广告定义，入选的是“由广告主支付费用，透过印刷、书写、口述或图画等，公开表现有关个人、商品、劳务或运动等讯息，用以达到影响并促成销售、使用、投票或赞同的目的。” ?美国市场营销协会定义委员会：“广告是由明确的发起者以公开支付费用的作法，以非人员的任何形式，对产品、劳务或某项行动的意见和想法等的介绍。”（拉尔夫.亚历山大和美国营销协会定义委员会：《市场营销定义》第一版P9。）

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5．国外独资企业 第四节国际市场营销组合策略 一、营销组合的标准化 二、营销组合的当地化 三、国际市场营销组合的决策 1．产品决策 2．价格决策 3．分销决策 4．促销决策 六、主要概念 1．国际市场营销 2．营销组合的标准化 3．人员推销战略 3

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市场营销外文翻译

IEEETRANSACTIONS ON ENGINEERING MANAGEMENT, VOL. EM-34, NO. 3, AUGUST 1987 Defining the New Product Strategy ROBERT G. COOPER Abstract—New products are critical to the growth and survival of most corporations. The new product strategy is the master plan that guides the product innovation efforts of the firm, and links new product development to the corporate plan. This article looks first at what a product innovation strategy is, its role in the corporation, and why an innovation strategy is essential to an effective new product program. Next, the article focuses on the development of a new product strategy, beginning with objectives and moving to arena selection. A matrix approach to arena definition and selection is used. Empirical data from research by the author is employed in the model to prioritize new product arenas. INTRODUCTION NEW products are central to the growth and prosperity ofthe modern corporation. Increasingly, progressive managementsrecognize that a new product or technology strategyshould be an explicit and central element of the corporatestrategy. This article is about new productstrategy at the corporate level—about the need for a newproduct strategy, and about defining and developing such astrategy. THE IMPORTANCE OF A NEW PRODUCT STRATEGY New product development and technology bear an integralrelationship to a company's strategic thinking by helping todefine the range of that company's choices . For manycompanies, new products and technologies have become theleading edge of corporate strategy, opening up new market andnew business opportunities. The rapid growth of countlessfirms in office-of-the-future, bioengineering, microelectronics,and robotics is evidence of the growth potential of awell conceived new product strategy. Similarly, many oftoday's corporate giants, such as Xerox, IBM, Polaroid, andTexas Instruments, were fledgling companies only decadesago, but became great because of new product choices madeby management in earlier years. The companies that are most likely to succeed in thedevelopment and launch of new products are those firmswhich implement a company specific approach, driven bycorporate objectives and strategies, with a well-defined newproduct strategy at its core. These are some of the conclusionsof a study of business practices by Booz-Allen