市场营销名词解.docVIP

名词解释 1.Product concept The idea that consumers will favor products that offer the most in quality, performance, and features and that the organization should therefore devote its energy to make continuous product improvements. For instance, Kodak assumed that consumers wanted photographic film rather than a way to capture and share memories and at first overlooked the challenge of digital cameras. Although it now leads the digital camera market in sales, it has yet to make significant profits from this business. 2.Integrated marketing program Integrated marketing program is a compr