市场营销名词解释市营销名词解释.doc

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 comprehensive plan that communicates and delivers the intended value to chosen customers。 3.Customer perceived value The difference between total customer value and total customer cost. For example, FedEx customers gain a number of benefits. By using FedEx, customers may receive some status and image values. Using FedEx usually makes both the package sender and receiver feel more important. When deciding whether to send a package via FedEx, customers will weigh these and other perceived values against the money, effort, and psychic costs of using the service.Moreover, they will compare the value of using FedEx against the value of using other shippers—UPS, Airborne. They will select the service that gives them the greatest perceived value. 4.Market development A strategy for company growth by identifying and developing new market segments for current company products. For instance, managers could review new demographic markets. Perhaps new groups—such as seniors or ethic groups—could be encouraged to visit Starbucks coffee shops for the first time or to buy more from them. Managers also could review new geographical markets. Starbucks is now expanding swiftly into new U.S. markets, especially in the Southeast and Southwest. 5.Opinion leader Person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts influence on other