When you see the word "morals" used without further clarification, do you take it to mean something different from "values" or "terminal goals"?

Depends on context.

When I use it, it means something kind of like "what we want to happen." More precisely, I treat moral principles as sort keys for determining the preference order of possible worlds. When I say that X is morally superior to Y, I mean that I prefer worlds with more X in them (all else being equal) to worlds with more Y in them.

I know other people who, when they use it, mean something kind of like that, if not quite so crisply, and I understand them that way.

I know people who, when they use it, mean something more like "complying with the rules tagged 'moral' in the social structure I'm embedded in." I know people who, when they use it, mean something more like "complying with the rules implicit in the nonsocial structure of the world." In both cases, I try to understand by it what I expect them to mean.