名词解释(部分)

2022-04-19 00:00:14   文档大全网     [ 字体: ] [ 阅读: ]

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名词解释,部分
marketing (Kotlers social definition)

营销是个人和集体通过创造和提供有价值的产品,并同别人自由交换这些产品,以获得其所需所欲之物的一种社会过程

Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.

Relationship marketing aim

Relationship marketing aims to build long-term mutually satisfying relations with key parties, which ultimately results in marketing network between the company and its supporting stakeholders

Quality

totality of all features and characteristics of product or service that satisfy stated or implied needs.

Positioning

the act of designing the company’s offering and image to occupy a distinctive place in the the target market’s mind.

Needs describe basic human requirements such as food, air, water, clothing, shelter, recreation, education, and entertainment.

Demands wants for specific products backed by an ability to pay.

Satisfaction a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) in relation to his or her expectations

A Marketing Decision Support System

“A coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets information from businesses and the environment and turns it into a basis for marketing action.”

The field of Consumer Behavior:

“studies how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires.”

Organizational buying is:

“the decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers.”

The AMA definition of a brand:


“A name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from the competition.”

The field of Consumer Behavior:

studies how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires


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