PM必须要熟悉的管理与营销词汇.docx

　　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