单项选择题

U.S. direct marketers are taking advantage of the trends of the market and natural advantages which provide good opportunities in Japan. And the future looks promising, too. In particular, the appreciation of the yen, or what the Japanese refer to as endaka (日元升值), has made many U.S. products much more affordable and desirable to the Japanese consumers. Also, through direct marketing U. S. companies can bypass the multitier distribution channels and provide the Japanese consumers with a product that is priced very competitively to the retail product. Another advantage is that the Japanese market consists of a very affluent society with a high income. Direct marketing allows the Japanese consumers to increase their leisure time by staying at home and shopping. This is very important since leisure time is a very precious commodity in a society which typically has a long work week. (Japanese direct marketers have also taken note of this factor, as evidenced by the trend of stagnant traditional retail sales in Japan while direct marketing sales have continued to expand. ) Japanese consumers also prefer the cachet of such imported goods. This is similar to many consumers around the world who prefer the distinction of French perfume or Italian leather.

What does the word "appreciation" mean（）

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