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1、市场营销的概念细分（Theconceptsubdivisionofmarketing）Marketingconcept1marketsegmentation:theprocessofdividingthewholemarketofasupplyintodifferentmarketsegments.2customerdeliveredvalue:thedifferencebetweentotalcustomervalueandtotalcustomercost.3newproductdiffusion:anewconceptf
2、romitsinventioncreationtotheenduseroradopter'spropagationprocess.Itgenerallyincludesawareness,interest,evaluation,trial,usingfivestages.4Retail:abusinessactivitythatsellsproductsandservicestoconsumersforpersonalorfamilyuse,therebyincreasingthevalueofproductsandservi
3、ces.5marketingconcept:referstoallthebusinessactivitiesofenterprisesshouldtakethecustomerasthecenter,tocorrectlydefinethetargetmarketandcompetitorsmoreeffectivelyorganizeR&D,productionandmarketing,moreeffectivelymeetcustomerneedsanddesires.6reducedysfunctionalbuyingb
4、ehavior:ifconsumersdonotextensivelycollectproductinformation,anddonotcarefullyselectbrands,thepurchaseprocessisrapidandsimple.However,afterbuying,itisconsideredthatthepurchasedproducthassomedefects,orotherproductshavemoreadvantages,resultinginasenseofdisorderbuyingb
5、ehavior.7marketingmix:thecomprehensiveapplicationofvariousmarketmeansthattheenterprisecancontrol.8verticalchannelconflict:conflictbetweenmembersofdifferentlevelsinthesamedistributionchannel.9marketinginformationsystem:consistingofpeople,machines,procedures,formarket
6、ingdecisionmakerstocollect,screen,evaluateandallocateneeded,timelyandaccurateinformation.10productlifecycle:thewholeprocessofmovingaproductfromenteringthemarkettobeingeliminatedfromthemarket.11targetmarketing:referstothecustomer'sneedsasastartingpoint,basedondemando
7、fmarketsegmentation,choosethemostsuitableforthecompany'sattractivetargetmarket,accordingtothedemandcharacteristicsofthetargetmarkettodevelopandadapttotheproductorservicemarketingmix.12personnelpromotion:referstothesalespersonnelandpotentialcustomerscontact,negotiate
8、,introduceproducts,instructions,topromotetheirpurchasebehavior.13qualifiedandeffectivemarket:onlyinterestedinsellinggoods,withincomeandqua
