D
/ [( z- i& n; p6 o4 m! d+ v data collection 数据收集
: I G; a% A. |; J$ W data confidentiality 数据保密8 I# t7 p( I5 C2 o& _3 t
data research 数据研究0 D( p; n# \- a8 o- w9 d3 O4 t
data sources 数据来源
- u1 ^" j) \# {/ P$ y* I: y dealers 经销商2 m8 b+ j, h |: E" {
deceptive advertisements 欺骗性广告
/ a( ^ ]; D1 p( H6 F deciders 决策者
- E \4 x+ n% z8 ? declining markets 衰退市场
8 K/ n& D7 ]4 b3 R decoding 解码
4 e9 [7 l3 E8 R# l6 I defect rate 缺陷率' q3 C" q+ {: F. Z$ `- o1 q4 r; T
defender strategy 防御型战略# r# [! U% s6 J1 o. v1 E
defensive new-product development strategy 防御性新产品开发战略0 L2 D2 Q) u. Q, J: i/ ]
defensive positioning 防御性定位$ d# b h4 y# X3 I* y- H
delivery time 交付时间! G4 t9 A, P% P( J
delivery 配送. y& x, g6 ]- h9 V; b% t) e' K+ h
Dell Computers 戴尔计算机公司
& C, t7 C' @7 Q0 _' F; @ Delta Airlines 三角洲航空公司
0 ~+ H- W# f% E# w: a6 f demand characteristics 需求特征+ l0 R* ]) ^9 s8 O, s3 q
demand curve 需求曲线
* D8 G$ y x+ K& |! H demand-oriented pricing 需求导向定价法
4 w; Z }% q6 [; Z demographic environment 人口统计环境! ~( Z& P+ {! _; q. C+ y/ @8 E5 }
department stores 百货商店! Y. ^8 c# E; m2 B6 T
dependability 可靠性
% D2 i ?6 f; T: Y* b7 E deregulation 放松管制8 Y3 T( I* L: i% Z- ?7 ^+ m7 z: d/ p
derived demand 衍生需求
+ g" f" q0 A1 d# f: e2 p: f descriptive research 描述性研究7 Q9 K3 c9 y' b# Z. f8 M; c; K
design decisions 设计决策: O, m& K. i; t/ T6 b
desired percentage mark-up on retail 预期零售利润率1 T# i# u3 Q" Z! q& o& K8 H }
desired percentage return 预期回报率: c! q$ b6 u1 T7 v- E) e
determinant attributes 关键属性
* `$ `3 \0 R0 T4 c determinants 决定因素
3 Q/ q$ D- e) v7 H- _ different responses 差别反应- Y% |$ P; w# j8 M. \. V; ?
differentiated defender strategy 差异化防御战略
; Y: E X( j$ o differentiated marketing 差异化营销: r) v* I) m' \9 s: _% ^
differentiation over time 不同时间的差异
0 l0 X( n) W L differentiation strategy 差异化战略) {1 a" q: r) t) }4 j1 H( u" B5 _8 a; ^
differentiation 差异化
7 K* s& O; o% \7 B* h diffusion of innovation theory 创新扩散理论' r6 }7 d$ Q* L5 `; M
dimension 因素4 V% I5 u2 y- [ w: A
dimensions of quality 质量维度
& r, A1 p0 J" x( ~. v direct costing profitability analysis 直接成本盈利性分析8 h9 E+ y( w/ p
direct mail 直接邮寄2 l$ Y+ }( A# f' O* A" E3 D0 y
direct marketing via advertising media 通过广告媒体的直接营销
! [7 F/ ? g! s" d% n direct marketing 直接营销7 Q& P) W! i$ B: L# J( f0 Z0 }
direct product profitability (DPP) 直接产品盈利性/利润率, m4 e6 Z. F; s% {! i
direct selling 直销7 R. Z% E: `/ ~* x
discount rate 贴现率
6 v+ i" }" J3 t# e6 }) M) h8 y discount stores 折扣商店# h% n" A+ n' S7 x# M; Y( R/ r
discount 折扣
}, f# c( H% F+ A$ j& u# M discount/premium price policies 折扣/溢价策略
6 [0 n6 e4 W( x& @7 v9 S discriminant analysis 差异分析法
/ s5 s: X, ?5 B2 Q- E: h! m9 M# T# q: o discriminatory adjustments 歧视价格调整' }/ c2 _) s1 v7 f
djustments 歧视定价调整6 G0 I2 Y% c( J4 p2 j+ ^( p
disjunctive model 分离模型
5 E6 Y \/ B$ r4 I% H' N' w display space 陈列空间8 f$ k2 J0 o7 g ?. o* R) K
disposable income 可支配收入
5 z% B) U( d: l! x) V. n dissonance-attribution hierarchy 不和谐-归属层次结构0 H5 C$ {' `% T. n X% ]
distribution channel designs 分销渠道设计/ c) \% E7 P0 m* P) ~
distribution channel objectives 分销渠道的目标/ B9 Z' i% I: u, h
distribution channel 分销渠道5 _2 h' |% g. n& H' D6 i8 p6 n
distribution decisions 分销决策
; Z; Y& S+ V+ g distribution policies 分销策略
! |1 Q% {" C5 m& _; E! s+ s, G& ?) _ distribution 分销 N) @+ J. C5 r+ x
distributor/store (private lables) brands 分销商/私有品牌* r4 V# s' w& j! ?
distributors 分销商
2 g7 g g- u1 C: A; m: t diversification 多元化9 J' @! L9 u' i! y# |3 {6 w8 ~
divest 撤退, X6 g0 d2 \) ]. F
divest 出让
q. a+ d( v/ F( E divestment or liquidation 收回投资或清算4 ]* v$ ^$ n% x! ] o
dividend 红利' A0 Z; x6 {8 r0 N) p, p3 W9 O2 ?
dogs 瘦狗类% y+ X% m0 v m/ b
domestic target marketing strategies 国内目标市场定位的营销战略/ ?9 z0 `5 L* i' T; g* N/ A/ v
dropping products 放弃产品# Y( w& \" F R! U# ^
dry cleaning 干洗- n: l! L; z; i+ |
dual/two channel distribution systems 双重分销系统
9 F: D% o! J! @' ^. M; m duplication (媒体)重复$ C7 C$ G9 B% v* }$ x$ Q3 ]
DuPont 杜邦公司
2 l: q6 O" q& Z, |8 }: |9 I+ v, i durability 耐用性
- Y: C% G1 M2 Q. R' c5 c0 y( w7 k+ [ E
6 r* E6 b$ u" }6 u! j early vs late adoption 早期采购与后期采购
! _$ j* u7 ~1 G2 E6 G earnings per share 每股收益
: }5 y! T' v `" l0 _6 L$ m# q economic and technological factors 经济技术因素
7 B% ^3 g; C4 c3 q$ [9 l0 { I economic power 经济权
) n+ i! z2 ]2 T; \) m, B4 l& \ economies of scale 规模经济
7 |8 e/ v) h- E. j% }, N9 w education services 教育服务: `" c7 v/ ]1 }$ S& N* J4 f
effectiveness 有效性
2 P& M- @1 o l efficiency 效率
$ u9 [/ I( n# [ z1 F Electrolux 伊莱克斯
& p, \. s! a; f8 k, a# D emergency goods 急需品
' Y) P1 s! r. D1 J3 _4 l" B S Emerson Electric 爱默生电气9 i+ t/ f b0 H* n
emotional appeals 情感诉求. f0 N2 U, T: h4 V) m! r/ `
empathy 移情作用
3 G( P/ l% H' w; M3 X/ G% a6 ` empirical evidence 经验性实例
# c- D" ~+ T6 H4 l9 I$ | empowerment 授权( I1 \" H8 x7 z7 O
encoding 编码* T+ y/ q2 d0 p U
end use 最终使用5 v9 G0 B, t' k0 ~
endorsement 赞同' r5 y! |6 P. n3 G3 ]1 l' m4 R9 Y
engineering (产品)工程设计
9 J5 D3 o) T3 L! z4 x9 @) n3 T2 B entrepreneurial strategy 企业家战略
) j' R# s/ Q5 l6 d entry strategies 进入战略* R, z; Z0 X% U3 h, o' e& _
environment and packaging disposal 环境与包装处理# n% S& [$ V( z
environment factors 环境因素# E& w5 g- X8 w, p' K
environmental scanning 环境扫描/分析
0 U6 G; l9 M1 w environmental strategy 环境战略# j5 b0 L) ?9 E9 S# x7 q8 V2 F
establishment 机构6 r; b4 H3 U" A) N) c+ U# { Z
ethical audit (公司)伦理审计) a8 h2 a. |+ m( x# T% u9 P" w
ethics of marketing 营销伦理道德; D7 q- s) s: ?7 u2 m
ethnic composition 种族构成
8 y0 u$ L8 L, K European Community 欧共体
3 U9 ~! r, ~1 K+ \6 {1 U: Q evaluation and reward systems 评估与奖励体系
" g {9 N; Z6 j# } evaluation and selection of supplier 评估和选择供应商7 ~; _8 Q% m( l/ \! W% J
evaluation of alternatives 评估替代品/各种选择# W% ^" o3 d! n9 C9 A
evaluation of brands 品牌评估6 J9 h3 S4 ?) E1 i% _4 ]
event sponsorship 事件赞助
+ F3 \, M+ [3 ?) d2 | event 活动
5 _) m3 C% @: d! \& k everyday low-price (EDLP) 天天低价8 {. j7 i8 W7 E1 ?
evoked set 引发的组合
; o- n; a/ R9 D, |% J evolution of market 市场演变& h# y1 S6 [ c' F; M# J
exchange 交换$ `# J! T/ }* i
exclusive dealing 独家销售
) Z ^: r# Y. W7 X exclusive distribution 独家分销
! n0 S: ?3 _$ g% e9 L executive summary 执行摘要5 ~' z, n& `' T/ z
exhibition media 展示广告媒体3 X; f. b* g# ^
existing market 现有市场 |