1、产品经理必须熟悉的管理和营销词汇（本文由 UCPM 原创）AdopterA 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
2、 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
3、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
4、 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 co
5、nvey a desired image by a business. It is often the sum total of intellectual property, trademarks, copyrights, packaging, slogans, logos, 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
6、 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
7、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.
8、 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-jims. Brochures done on a single sheet of paper are often called flyers.
9、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
10、”。 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
11、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 bus
12、iness 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
13、 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。 C
14、ash 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
15、. 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,
16、 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
17、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 ta
18、rgets 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
19、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,
20、 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
21、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
22、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 a
23、nd 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 ma
24、ximizing 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
25、 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 w
26、hich sequence of activities has the least amount of scheduling flexibility. The Critical Path Method is a modeling process that defines all the projects 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
27、 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.
28、 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
29、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。 Discounted Cash Flow The effect of a projects influence on the cash flow of the firm over the life of the project. To compensate for funds received
30、in the future being worth less than money earned today the future inflows are discounted to their present day values. 现金流量折现 一个项目的成果对公司现金流的影响超过了项目的生命周期。为了弥补未来收到的资金少于今天赚到的钱，未来的流入被贴现到今天的价值中。 Definition (product) The description of attributes, functions, or capabilities of a product or service to satis
31、fy the stated or implied needs of a targeted customer or customer segment. Products are described in requirements documents to developers who then create the product for the target audience. 定义（产品） 对满足目标客户或者客户细分明示或者暗示的需要的产品或者服务的属性、功能或能力的描述。产品以“需求”文档描述给“开发者”，然后为目标客户创建产品。 Development organization or D
32、eveloper An organization or individual who develops or creates products (“develops“ may include new development, modification, reuse, reengineering, maintenance, or any other activity that results in products) for itself or another organization. 开发组织或者开发者 为自己或者另一个组织开发或创建产品的组织或个人（开发包括新产品开发、修改、重用、在建、维
33、护，以及任何以产品为结果的行为）。 Distribution Channel See “Place” 分销渠道 见“Place” Elasticity The degree to which one economic variable changes in response to a change in another economic variable. Elasticity of demand is a way to measure how the change in price may impact the change in demand. 弹性 在任何程度上，一种经济变量的变化对另一
34、种经济变量的变化的响应。价格弹性是指，通过改变价格，会对需求有何影响的一种测量方法。 Environmental Analysis (related to a market area or business conditions) Relating to the collection of, and analysis of information on political, cultural, social, demographic, economic, legal, international and other forces. 环境分析（同市场区域或者商业条件有关） 关于收集，政治、文化、
35、社会、人口、经济、法律、国际组织和其它力量信息。 Feasibility (phase) The process of screening ideas for technical, market, and economic feasibility. Often represented in a preliminary business case or other screening document. 可行性 从技术、市场和经济可行性来筛选想法的过程。经常指的是一种初步的商业方案或者其它筛选的文档。 Financials Referring to the basic financial sta
36、tements (P&L, cash flow, or balance sheet) and the analysis thereof. 财务 指基础的财务报表（损益表，资金流动，或者资产负债表）和其中的分析。 Fixed Cost Costs that stay the same, regardless of the number of units produced 固定成本 不会随着产量而变化的成本。 Focus Group A method of gathering quantitative data on the preferences and beliefs of customers
37、 or users through a facilitated interaction (usually in groups) and discussion usually focused on a specific topic or product. 焦点团体 一种基于特定主题或者产品，通过一种有效的交互（通常以一个群体）和讨论来收集关于用户或者用户喜好和信仰的方法。 Functions Organizations such as Marketing, Customer Service, Finance, Development, etc. 职能像营销、售后服务、财政、开发部门等等的组织机构
38、。 Goal (as in a product or market goal) A specific statement derived from a corporate strategy regarding a desired accomplishment over time.目标（作为一个产品或者市场目标）在规定的时间内，和期望的公司成就有关的战略的一种特定说明。 Gantt Chart Particular type of bar chart showing planned activity against time. 甘特图 显示规定时间内计划行动的特殊类型的柱状图。 Image Th
39、e concept of impression or perceptions by customers, made by an organization or a product. 想象 客户因为一个组织或者一个产品而产生的印象或认知的概念。 Industry A grouping of companies or competitors who produce and sell similar products and services. 行业 一群生产和销售类似产品和服务的企业集合。 Innovation A unique, new idea or concept that could re
40、sult in a new product or service. 创新 一种能够导致一个新产品或者服务的新想法或者概念。 Integrated Marketing Strategy A tightly linked set of strategies that are connected, timed, and coordinated to achieve marketing goals. 整合营销战略 一组为实现营销目标而有机结合在一起互相联系、安排和协调的战略。 Intellectual Property An intangible right to an idea or process
41、. 知识产权 一种想法或方法的无形权利。 Justification A persuasive argument, often through a business case or similar document, to justify funding for a project. 理由 一种有说服力的论证，经常通过一个商业方案或者类似文件，去证明一个项目的资金投入是合理的。 Licensing A legal process to transfer the rights or intellectual property from one organization to another. 授
42、权 把权利或知识产权从一个组织转移到另一个组织中的一个法律手续。 Life Cycle Management See Product Life Cycle 产品生命周期管理 见产品生命周期Lifetime Value The value of a customer to a business over the entire lifespan or time that a customer could do business with that firm. This is an important measurement in determining optimal target custome
43、r groups. Lifetime value is a function of the costs associated with acquiring and maintaining the customer in relation to the amount of business a customer will generate over the time of the relationship. (Customer lifetime value = Revenue received less cost to acquire and maintain) 终身价值 一个客户在和企业做生意
44、的整个周期或者时间中的价值。这是一种重要的确定最佳目标客户群体的测量方法。终生价值是指在和企业的整个关系期内，一个客户所产生的生意总量，这是企业获得以及维持一个客户的成本有关的一个函数。（客户终生价值=收入减去获得和维持的成本） Market The set of actual of potential users/customers. (Kotler) 市场 真实的，潜在用户/客户的集合（科特勒）。 Market Development Expanding the total market served by 1) entering new segments, 2) converting n
45、onusers, 3) increasing use by present users 市场开发 通过 1）进入新的细分；2）转化非用户；3）增加现有用户的使用来扩大市场。 Marketing Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. (Kotler) 营销 营销是个体和群体通过创建和与他人交换产
46、品和价值来获得他们所需的一种社会化的管理过程（科特勒）。 Marketing Mix The combination of tactical and strategic actions designed to optimize a products performance in its targeted markets. The marketing mix is represented by most sources as the “4 Ps,” namely Product, Price, Promotion, and Place. 营销组合 旨在优化产品针对目标市场表现的战术和战略行动的组
47、合。营销组合以 4P作为代表：产品；价格；促销和渠道。 Market Penetration The rate at which market share is gained over time. 市场渗透 随时间变化的市场份额增加率。 Market Research The systematic collection, recording and analyzing of data with respect to a particular market, where market refers to a specific user group in a specific geographic
48、 area. 市场研究 针对一个特定市场的系统化数据收集、记录和分析，在这里，市场指的是在一个特定地理区域中的特定用户群。 Market Segmentation A method of identifying a group of customers or customer types, within the context of a broad market. These broad groups can then be divided into specific subsets. Both customer types and subsets have similar character
49、istics and needs. Segments can be identified by examining demographic, psychographic, ethnographic, and geographic dimensions. 市场细分 一种在广泛市场环境下识别一类客户或者客户类型的方法。这些广泛的群体然后被分割成特定的子集。客户类型和子集都有类似的特征和需要。细分可以通过人口学、心理、人种和地理规模识别。 Market Share The percent of total sales achieved by one company selling a specific type of product into a specific segment or sector. 市场份额 一家公司销售特定类型产品到一个特定细分或区域的收入占总销售收入的百分比。 Market Target A subset of a market segment with a set of characteristics that are closely aligned and represent a focused marketing opportunity for a company. 目标市场 有着一类特征的细分市场的子集
