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business portfolio业务组合(4P) U ultimate customers/end users 最终顾客/用户underlying dimension 基本组成要素uniform delivered pricing 统一运费定价法Unilever联合利华Union Pacific Railroad 联合太平洋铁路unit cost单位成本unit sales 单位产品销售额unitary price elasticity 单位需求价格弹性Universal Product Code (UPC) 统一商品编码universe （样本）总体unrelated/conglomerate diversification复合多元化unsought goods非渴求产品UPS 联合包裹服务US Patent Office of the Department of Commerce 美国商务部专利局USA Today《今日美国》usage 用途use tests 使用测试users 使用者utility/price relationship 效用/价格关系V VALS2价值与生活方式体系2value 价值value-based planning 价值基础计划variability 变化性variable costs 可变成本variable incentive 可变激励措施variance decomposition analysis 偏差分解分析VCR (video cassette recorder) 录像机vending sales 自动售货业vending-machine operators 自动售货机经营商vendor analysis 供应商分析vertical integration 垂直/纵向一体化vertical marketing systems (VMS) 垂直营销系统vision 愿景Volvo 沃尔沃W Wall Street Journal 《华尔街日报》Wal-Mart 沃尔玛Walt Disney迪斯尼want 欲求warranty 质量保证weight 加权Wella维拉Wendys 温迪Whirlpool惠而浦wholesale clubs 批发俱乐部wholesaler-sponsored voluntary chains 批发商发起的自愿连锁wholesaling trends 批发趋势win-back program 赢回（顾客）方案working capital investment 周转资金投入workload approach 计算工作量方法World Wide Web (WWW) 万维网X Xerox 施乐Y Yamaha雅马哈young urban trend setters 年轻的城市潮流领导者Z zero defect 零缺陷zone pricing 分区定价法Q qualifying prospects 审查潜在顾客资格quality dimensions 质量维度quality 质量quantity discount数量折扣question marks 问题类questioning 询问法quotas 定额R R D expenditure 研究开发战略race and ethnic origin 种族和民族rack jobbers 供应超级市场的批发商radio 无线电广播rank ordering 排序rate of adoption 采购率rate-of-return/target return pricing 回报率/目标回报定价法rational appeals 理性诉求rationale 基本原理raw materials 原材料reactive and proactive responses 反应及前摄策略reactive new-product development strategy reactor strategy 反应型战略real estate房地产rebates 回扣recall tests 记忆测试receiver 接收者reciprocity 利益互惠recognition of problem/need 发现问题/需求recognition tests 认知测试recreation 娱乐业recruitment and selection 招聘与选拔recycling of packaging 包装回收（利用）Reebok锐步reference group 参照群体referent power 参照权refocus 巩固refunds 退款refusal to deal 拒绝经营regression analysis 回归分析法