Ορολογία Μάρκετινγκ στα αγγλικά. (I)

I

Idea generation The systematic search for new-product ideas.

Idea screening Screening new-product ideas in order to spot good ideas and drop poor ones as soon as possible.

Income segmentation Dividing a market into different income groups.

Indirect marketing channel Channel containing one or more intermediary levels.

Individual marketing Tailoring products and marketing programs to the needs and preferences of individual customers—also labeled customized marketing, one-to-one marketing, and markets-of-one marketing.

Industrial product Product bought by individuals and organizations for further processing or for use in conducting a business.

Influencers People in an organization’s buying center who affect the buying decision; they often help define specifications and also provide information for evaluating alternatives.

Information search The stage of the buyer decision process in which the consumer is aroused to search for more information; the consumer may simply have heightened attention or may go into active information search.

Inside sales force Inside salespeople who conduct business from their offices via telephone or visits from prospective buyers.

Institutional market Schools, hospitals, nursing homes, prisons, and other institutions that provide goods and services to people in their care.

Integrated direct marketing Direct-marketing campaigns that use multiple vehicles and multiple stages to improve response rates and profits.

Integrated logistics management The logistics concept that emphasizes teamwork, both inside the company and among all the marketing channel organizations, to maximize the performance of the entire distribution system.

Integrated marketing communications (IMC) The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

Intensive distribution Stocking the product in as many outlets as possible.

Interactive marketing Marketing by a service firm that recognizes that perceived service quality depends heavily on the quality of buyer—seller interaction.

Intermarket segmentation Forming segments of consumers who have similar needs and buying behavior even though they are located in different countries.

Internal marketing Marketing by a firm to train and effectively motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction.

Introduction stage The product life-cycle stage in which the new product is first distributed and made available for purchase.