| cable TV 有线电视 |
| Cadillac 凯迪拉克 |
| Campbell's Soup 金宝汤业公司 |
| capital gains 资本收益 |
| capital invested in product 产品投入资本 |
| Carnival 嘉年华 |
| cash cows 现金牛类 |
| cash discounts 现金折扣 |
| catalogue sales 目录销售 |
| categorization of perception 感知分类 |
| categorization 分门别类 |
| Caterpillar Tractor 卡特皮勒公司 |
| Cathay Airlines 国泰航空公司 |
| CBS Records 唱片公司 |
| CBS 哥伦比亚广播公司 |
| centralization 集中化 |
| chameleons/followers 变色龙/跟随者 |
| channel alternatives 可选择的营销渠道 |
| channel conflicts 渠道冲突 |
| channel decisions 渠道决策 |
| channel functions 渠道功能 |
| channel institutions 渠道组织结构 |
| channel management 渠道管理 |
| channel objectives 渠道目标 |
| channel of distribution 分销渠道 |
| channel power 渠道权力 |
| channel-control strategies 渠道控制战略 |
| channel-design decisions 渠道设计决策 |
| channel-management decisions 渠道管理决策 |
| channels of communication 传播渠道 |
| Charles Snow 查尔斯·斯诺 |
| commitment 承诺 |
| communication channels 传播渠道 |
| communication process 传播过程 |
| communication 信息交流/沟通 |
| communications media 传播媒体 |
| company personnel 公司员工 |
| Compaq 康柏 |
| comparative advertisements 比较广告 |
| comparison of brands 品牌比较 |
| compensation deals 补偿处理 |
| compensation plan 酬金方案 |
| compensation/rewards 酬金/奖励 |
| compensatory 补偿性的 |
| competition and industry evolution 竞争和行业演变 |
| competition-orientated pricing 竞争导向定价法 |
competitive
advantage 竞争优势 |
| competitive (supply-side) evolution 竞争（供方）演变 |
| competitive factors 竞争因素 |
| competitive intelligence 竞争情报/信息 |
| competitive parity promotion budgeting 竞争均势促销预算法 |
| competitive strategy 竞争战略 |
| competitive strength 竞争优势/能力 |
| competitor analysis 竞争者分析 |
| complaint handling 投诉处理 |
| component materials and parts markets 组成材料和零部件市场 |
| computerized ordering 计算机化的订购 |
| conclusive research 确定性研究 |
| conditions of demand 需求情况 |
| conflict and resolution strategies 冲突和解决战略 |
| conformance to specifications 与规格一致 |
| conformance 一致性 |
| confrontation strategy 对抗战略 |
| conjoint measurement 联合测度法 |
| conjunctive model 联合模型 |
| consumer decision-making 消费者（购买）决策 |
| consumer goods channels 消费品分销渠道 |
| Consumer Goods Pricing Act, USA 美国消费品定价法案 |
| consumer goods 消费品 |
| consumer markets 消费品市场 |
| consumer needs 消费者需求 |
| consumer packaged-goods firms 消费者包装食品公司 |
| consumer promotion 消费者促销 |
| consumer tests 消费者测试 |
| consumer/household market 消费者/家庭市场 |
| consumers' perceptions 消费者感知 |
| consumption 消费 |
| contests 竞赛 |
| contingency planning 权变计划 |
| contract construction 契约建筑业 |
| contract manufacturing 契约制造业 |
| contraction/strategic withdrawal strategy 收缩/战略性撤退战略 |
| contractual entry modes 契约式进入模式 |
| contractual vertical marketing systems 合约式垂直营销系统 |
| contribution margin analysis 边际贡献（贡献毛利）分析 |
| contributrion margin 边际贡献 |
| control strategies 控制战略 |
| convenience food stores 便利食品商店 |
| convenience goods 便利品 |
| convenience 服务的便利性 |
| Cool Whip 清凉维普 |
| co-operative advertising 合作性广告 |
| co-ordination and conflict resolution 协调与冲突解决 |
| co-production 合作生产 |
| core benefit proposition (CBP) 核心利益方案/提议 |
| corollary-data method 推定数据法 |
| corporate HQ 公司总部 |
| corporate scope 公司（经营）范围 |
| corporate strategy 公司战略 |
| corporate vertical marketing systems 公司式垂直营销系统 |
| corporate/institutional advertising 团体/社会公共机构广告 |
| corrective action 矫正行动 |
| cost analysis 成本分析 |
| cost effectiveness 成本有效性 |
| cost leadership strategy 成本领先战略 |
| cost of capital 资本成本 |
| cost of goods sold (COGS) 产品销售成本 |
| cost reductions 降低成本产品 |
| cost-and-volume relationship 成本-数量关系 |
| cost-oriented pricing 成本导向定价法 |
| cost-plus/mark-up pricing 成本加成/溢价定价法 |
| costs and benefits of marketing functions 营销职能的成本和效益 |
| costs of competitors 竞争者成本 |
| costs of distribution 分销成本 |
| countertrade 对等贸易 |
| coupons 优惠券 |
| courtesy 礼貌 |
| coverage of geographic market 地域性市场的范围 |
| coverage of relevant retailers 相关零售商的销售范围 |
| credibility 信誉 |
| credit terms 信贷条款 |
| critical assumptions 关键假设 |
| cross-elasticity 交叉弹性 |
| customary pricing 习惯性定价法 |
