加载中…
个人资料
lookyu2016
lookyu2016
  • 博客等级:
  • 博客积分:0
  • 博客访问:23,239
  • 关注人气:41
  • 获赠金笔:0支
  • 赠出金笔:0支
  • 荣誉徽章:
相关博文
推荐博文
谁看过这篇博文
加载中…
正文 字体大小:

[转载]PM必须要熟悉的管理和营销词汇(A-C)

(2011-03-30 13:31:22)
标签:

转载

Adopter
A term used to define a customer or organization who obtains and uses technologies developed by others. An adopter is sometimes a “user” of a technology or technologies.
采纳者
一个术语,用来定义一个获得和使用由他人开发的技术的客户或者组织。采纳者有时是一个技术或者多样技术的“用户”。

Advertisement (or Ad)
A formal, paid for marketing message delivered in writing, verbally, or graphically through a variety of media, including periodicals (print), television, radio, the internet, etc. 
广告
一种正式的,以书面的、口头的、或者图像来传递营销信息,通过各种各样的媒体形式,包括期刊(印刷)、电视、广播、互联网,等等。

Advertising Agency
A business whose purpose is to create, place, and monitor the performance of advertisements.
广告商
一类旨在创建、部署和监控广告绩效的商业组织。

Average Cost 
Average cost of a unit of product is made up of its fixed cost divided by # of units produced, and the variable cost per unit.
平均成本
一个单位产品的平均成本是由它的固定成本除以单位产量和每单位的变动成本构成的。

Attribute 
Describing a capability or feature of a product or service. (CHECK WEBSTER)
属性
描述一个产品或者服务的能力或特征。

Benefit
That which satisfies a given need. It is often used to position a product or service, explain the value proposition, or a competitive advantage.
利益
满足特定的需要。通常被用来定位一个产品或服务,阐释价值定位或者竞争优势。

Brand
That which is created by a business to convey a desired image by a business. It is often the sum total of intellectual property, trademarks, copyrights, packaging, slogans, logo’s, or other unique identifiers that creates an impression on the marketplace.
品牌
由企业创建并传递企业渴望的形象。它通常是知识产权、商标、版权、包装、口号、logo、或者其它对市场产生印象的独有的标识的集合。

Break-Even Analysis 
A calculation to determine how much product a company must sell in order to make back its original investment. As a tool, it measures the impact on various new product or product extension possibilities. It is also a good tool to rank product or marketing investment options.
盈亏平衡分析
一种确定公司需要销售多少产品才能收回初始投资的计算。作为一种工具,它可以测量各类新产品或者产品延伸可能性的影响。它也是一种排序产品或者营销投资选项的好的工具。

Brochure
A market communication tool which is usually written and may contain graphics, whose goal is to communicate specific messages to a target customer. It may contain information about the business, its mission, vision, or charter. It may contain information that communicates value, benefits, or other unique information. Brochures can take many forms, including ‘product’ brochures or ‘company’ brochures. They are sometimes called ‘bi-folds,’ ‘trifolds,’ or ‘slim-jim’s.’  Brochures done on a single sheet of paper are often called  ‘flyers.’ Flyers that include detailed product specifications and descriptions are sometimes called ‘spec sheets.’
宣传手册
一种可能包含图形的书面的市场沟通工具,它的目标是向目标客户传达特定的信息。它可能包含关于企业、企业任务、愿景、或者资格的信息。它可能包含沟通价值、利益、或者其它特定资料的信息。宣传手册有许多类型,包括“产品”宣传手册或者“公司”宣传手册。它们有时候被称为“双折页”、“三折页”或者“瘦折页”。宣传手册被单独装订成册,通常被称为“传单”。传单包括详细的产品规格和说明,有时被称为“规格表”。

Business to Business (B2B) 
Refers to trade between businesses or between businesses and distributors.
企业对企业
指的是企业之间或者企业和经销商之间的买卖。

Business to Consumer (B2C) 
Refers to trade or commerce between businesses and consumers, often at the retail level.
企业对消费者
指的是企业和消费者之间的买卖或者贸易,经常出现在零售层面。

Business Case 
A business case is a document that acts to justify, both qualitatively and quantitatively, an investment in a product or project and the expected returns from that investment. 
商业方案
商业方案是一份文档,旨在证明一个产品或者项目的投资以及这个投资的预期回报,包括定性和定量。

Business/Portfolio Plans 
Explicit directions for creating or evolving business units or product lines. Although these plans are ongoing, they are usually developed for and measured against specific time periods.
商业/投资组合计划
明确说明正在创建或者展开的业务单位或者产品线。尽管这些计划是持续的,但它们通常被用来开发对特定的时间和时间段进行评价。

Buyer
The actual purchaser of a product. A buyer may or may not be the ultimate consumer or user.
购买者
产品的真实买方。一个购买者或许是,也或许不是这个最终的消费者或者用户。

Call to action
An action requested or required in response to a marketers promotion or message
行动纲领
响应市场促销或者推广的需要和必需的行动。

Capability
Can be used to describe an aspect of a product or a skill set of a product team member. 能力
被用来描述一个产品的方面或者一个产品团队成员的技能组合。

Cash Flow 
The movement of funds into and out of a company.
资金流动
一个公司进出资金的变动。

Champion (sometimes product champion) 
An informal role fulfilled by an individual who takes a powerful, passionate interest in a project, product, or program, with the conviction to see the project to a successful conclusion.
牵头人(有时是产品牵头人)
把强烈的信念与兴趣带进一个项目、产品或者方案,坚信项目能够圆满成功的一个扮演非正式角色的个人。

Checklist 
A list of work items or tasks that usually serves as a reference to determine whether or not the tasks were completed at a specific milestone. Checklists are used for reviews during the phases of product planning, development, and the launch.
检查清单
工作项目或者任务的列表,这个列表通常作为评估任务是否在特定里程碑里完成的参考。检查清单被用来在整个产品计划、开发和发布阶段进行复核。

Client 
A specific customer with a specific need, often in a relationship involving the delivery of professional services.
委托人
一种有特定需要的特定客户,通常是专业服务的交付联系在一起。

Commercialization 
A process of converting a technology into a product 
商品化
一个转化技术为产品的过程。

Compete 
To strive to outperform others. Often in relation to quality, product performance, time, benefits, price, financial performance, etc.
竞争
努力超过别人。经常和质量、产品性能、时间、利益、价格、财务状况,等等有关。

Competitor
A company meeting similar needs by serving the same market segments or targets with similar products.
竞争者
用类似产品服务于相同市场细分或目标来满足类似需要的公司。

Competitive Factor 
A basis on which to choose between different ways of meeting specific needs. For example, attributes represent competitive factors on which choices are made between competing products.
竞争要素
选择符合特定需要不同方法的基础。例如,产品属性就是一种在竞品间进行选择的竞争要素。

Competitive Strategy 
A broad approach used by corporations or organizations to gain an advantage over competitors. 
竞争战略
为了获得优于竞争者的有利条件,企业或者组织所采用的一种广泛的方法。

Concept
An idea for a product or service. As concepts evolve, they are progressively assessed for technical and economic feasibility, and may lead to development and ultimate commercialization.
概念
产品或者服务的想法。随着概念的发展,它们逐渐地要对技术和财务可行性进行评估,可能会导致开发和最终的商业化。

Core Competency 
Specialized skills or experiences of members of a cross-functional team. Core competencies are those that the company believes are critical for its success.
核心竞争力
跨职能团队成员的专业技能或者经验,这是公司相信能够成功的关键。

Cost(s) 
Costs represent funds expended for materials, labor, or overheads or are incurred in the direct production of sales (revenue). In the profit and loss statement, revenue minus costs equals gross margin.
成本
成本指的是花费在物料、工时、或者日常管理费用上的资金,或者由直接的销售(收入)成果所产生。在损益表中,收入减去成本等于毛利。

Culture
Culture refers to the environment, paradigms, beliefs, ideals, actions, skill-sets, or behaviors of an organization.
文化
文化指的是一个组织的环境、榜样、信仰、理想、行动、技能集合或者行为。

Customer Centric  (sometimes used with ‘customer driven’) 
Having all business activities directed toward understanding customer needs and preferences and in the creation of products and services offering true benefits for those customers.
以客户为中心(也叫客户驱动)
理解客户的需要和选择,为这些客户提供真正受益的产品或者服务,企业所采取的针对性的活动。

Customer Relationship Management (CRM) 
A business strategy built on a foundation of being customer centric. The central themes include maximizing revenue through the achievement of high levels of customer satisfaction and loyalty and optimal customer interactions at each and every touch point.
客户关系管理
一种以客户为中心作为基础的商业战略。其中心思想包括通过高度的客户满意度和忠诚度,在每一次和每一个接触点达到最佳的客户互动来使收入最大化。

Critical Path 
Represents a series of tasks that are dependent upon one another. A critical path network is a plan for the execution of a project which consists of activities and their logical relationship to one another.
关键路径
指的是彼此依赖的一系列任务。关键路径网是一个为项目执行而定的计划,这个项目包含彼此的行动和它们的逻辑关系。

Critical Path Method (CPM) 
A technique used to predict project duration by analyzing which sequence of activities has the least amount of scheduling flexibility. The Critical Path Method is a modeling process that defines all the project's critical activities that must be completed on time. The start and finish dates of activities in the project are calculated in two passes. The first pass calculates early start and finish dates from the earliest start date forward. The second pass calculates the late start and finish activities from the latest finish date backwards. The difference between the pairs of start and finish dates for each task is the float or slack time for the task. Slack is the amount of time a task can be delayed without delaying the project completion date. By experimenting with different logical sequences and /or durations the optimal project schedule can be determined.
关键路径法
一种用来预测项目工期的方法,通过分析序列活动使时间安排更具灵活性,项目工期更少。CPM是一种模型,用来定义项目所有需要按时完成的关键活动。项目活动中的开始和结束日期应该在两个关口计算出来。首关计算早期的开始和结束日期,始于之前更糟的开始日期。第二关计算后续的开始和结束活动,始于最后的完成日期。每个任务的开始和结束日期之间的差异是有浮动的。浮动的时间是指没有延误项目完成的任务能够被完成的时间。通过对不同的逻辑序列和/或者持续最佳的项目进度进行测试才能确定下来。

0

  

新浪BLOG意见反馈留言板 电话:4000520066 提示音后按1键(按当地市话标准计费) 欢迎批评指正

新浪简介 | About Sina | 广告服务 | 联系我们 | 招聘信息 | 网站律师 | SINA English | 会员注册 | 产品答疑

新浪公司 版权所有