《专业英语,女生制作.docVIP

名词解释 the Societal Marketing Concept：It holds that the organization’s task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more efficiently than competitors do in a way that preserves or enhances the consumer’s and the society’s well-being. Positioning: In marketing, positioning is the technique by which marketers try to create an image or identity for a product, brand, or company. It is the “place” a product occupies in a given market as perceived by the target market. Culture: Culture refers to the set of values, ideas, and attitudes that are accepted by a homogeneous group of people and transmitted to the next generation. Reference Groups：Reference groups are people to whom an individual looks as a basis for self-appraisal or as a source of personal standards. Opinion Leaders: Individuals who exert direct or indirect social influence over others are called opinion leaders. Direct Marketing: Direct marketing refers to marketing communication techniques, which will enable the marketer to communicate directly with the target audience with a view to prompting immediate or direct reaction in the form of purchase behavior or asking for more information Sales Promotion: Sales promotion is a marketing communication technique where additional incentives beyond the inherent qualities or benefits of the product or service are offered to the target audience, sales force, or distributors. Category extension: The parent brand is used to enter a different product category from that currently served by the parent brand. Core Customers: Core customers are customers who visit and purchase both regular and frequently. Brands Versus Products: A brand is therefore a product, but one that adds other dimensions that differentiate it in some way from other products designed to satisfy the same need. P9 The societal marketing concept questions whether the pure marketing concept is adequate in an age of environmental prob