市场营销原理名词解释 (2).doc

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Strategic planning:(make gameplan)The process of developisegments without changing the product.
Market development:A strategy for company growth by identifying and developing new market segments for current company products
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Product development:A strategy for company growth by offering modified or new products to current market segments
Diversification:A strategy for company growth through starting up or acquiring businesses outside the company’s curren products and markets.
Downsizing:Reducing the business portfolio by eliminating products of business units that are not profitable or that no longer fit the company’s overall strategy.
Value chain:The series of departments that carry out value-creating activities to design,produce,market,deliver,and support a firm’s products.
Value delivery network:The network made up of the copany suppliers,distributors,and,ultimately,customers who”partner”with each other to improve the performance of the entire system.
Marketing strategy:The marketing logic by which the business unit hopes to create customer value and achieve profitable customer relationship.
Markets segmentation:Dividing a market into distinct groups of buyers who have different needs,characteristics,or behaviors,and who might require separate p