市场营销（英）.docx

名词解释1. Customer lifetime valueThe value of the entire stream of purchases that the customer would make over a lifetime of patronage2. Business portfolioThe collection of businesses and products that make up the company3. Market segmentationDividing a market into smaller groups with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes.4. Market targetingThe process of evaluating each market segments attractiveness and selecting one or more segments to enter5. Product lineA group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges.6. Product mix (or product portfolio)The set of all product lines and items that a particular seller offers for sale7. Vertical marketing system (VMS)A distribution channel structure in which producers, wholesalers, and retailers act as a unified system. One channel member owns the others, has contracts with them, or has so much power that they all cooperate.8. Horizontal marketing systems (HMS)A channel arrangement in which two or more companies at one level join together to follow a new marketing opportunity9. Integrated direct marketingDirect-marketing campaigns that use multiple vehicles and multiple stages to improve response rates and profits10. Integrated marketing communications (IMC)Carefully integrating and coordinating the companys many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.?Chapter 1Marketing Management Orientations1. Production conceptMarket situation: S DThe idea that consumers will favor products that are available and highly affordable and that the organization should therefore focus on improving production and distribution efficiency2. Product conceptMarket situation: S DThe idea that consumers will favor products that offer the most quality, performan