Unit11 advertising广告
Advertising account 广告客户 Advertising agent 广告公司
Advertising campaign 广告宣传，广告攻势 Brief 摘要 Budget 预算
Commercial 广播或电视广告
Comparative-parity method 相对平等方法，比较奇偶方法 Cost per thousand= CPM 每一千个成本 Counter-cyclical advertising 非循环的广告 Diminishing returns 收益递减 Exposure 暴露 Frequency 频率
Institutional advertising 机构广告 = prestige advertising 声望广告 Media plan 媒体计划 Media space 媒体空间 Message 讯息，广告词
OTS= opportunity to see 可见机会 Prospective customer 潜在顾客
Sales revenue 销售收入 Sponsorship 赞助 Target market 目标市场 Threshold effect 门槛效应 Turnover 流通量，营业额，周转
Word-of-mouth advertising 口口相传，口碑 Billboard = hoarding 广告牌 Classified advertisement 分类广告 Paid advertising 付费广告 Advertising strategy 广告策略 Poster 海报
Purchasing frequency 购买平率 Buyer turnover 新入场客户 Match 追平
Excessive advertising 过度广告 Voiceover 画外音
Unit12 promotional tools促销工具
Promotion tools 促销工具
= advertising 广告+ personal selling 人员推销+ sales promotion 提升销量+public relations 公共关系
Brand awareness 品牌知名度 Brand loyalty 品牌忠诚度
Coupon 优惠券
Introduction stage 引入期 Growth stage 增长期，上升阶段 Maturity stage 成熟期
Decline stage 衰退期，下降阶段 Loss leader 特价商品 Planning 计划 Positioning 定位
Price-conscious 对价格敏感的 Sales force 销售队伍 Salespeople 售货员 Sample 样品 Trial 尝试 Free trial 免费试用 Publicity 宣传
Paid advertising 付费广告 Novel product 新产品 Aim 指向 Reduction 降价 Rebate 回扣
Promotional strategy 促销策略 Promotional tactic 促销技巧 Reduced-price pack 经济装
Distributor 分销商 Retailer 零售商 Dealer 代理商 Off-season 淡季
Unit 13 accounting and financial statements 会计和财务报表
Accountancy 会计师 Accountant 会计师
Accounting equation 会计恒等式 Accounting 会计学 Accrue 自然增加
Accrued expenses 应计费用 Accumulate 累计 Amortization 摊销 Annual report 年度报告 Appreciate 增值 Auditing 审计 Bookkeeping 簿记 Capitalization 资本化 Cash flow 现金流
Cost accounting 成本会计 Creative accounting 粉饰财务状况 Credit 信用，贷方
Creditors债权人= accounts payable 应付账款 Debit 借方 Debt 债务
Debtors债务人= accounts receivable 应收账款 Depreciation 折旧 Dividend 股息，红利
Double-entry bookkeeping 复式簿记，复式记账法 Earnings 收益
Expenditure 支出，花费 Expenses 费用，开支
Financial statement 财务决算，财务报表 Finished products 成品，产品 Fixed assets 固定资产 Current assets 流动资产 Going concern 持续经营 Goodwill 商誉 Income 收益 Interest 利息
Long term liabilities 长期负债
Current liabilities 流动负债，短期负债