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Terms in this set (34)
an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders
Activity in which two or more parties give something of value to each other to satisfy perceived needs.
power of a good or service to satisfy a want or need
company wide consumer orientation to promote long-urn success
use of efforts designed to attract the attention, interest, and preference of a target market toward a person
Attempts to attract people to a particular area, such as a city, state, or nation.
Marketing or sponsoring short-term events such as athletic competitions and cultural and charitable performances
marketing that promotes a cause or social issue, wich as preventing child abuse, anti-littering efforts, and stop-smoking campaigns
Influences consumers to accept the goals of, receive the services of, or contribute in some way to an organization.
consumer (B2C) product
good or service that is purchased by end users
business (B2B) product
good or service purchased to be used, either directly or indirectly, in the production of other goods for resale
group of people toward whom an organization markets its goods, services, or ideas with a strategy designed to satisfy their specific needs and preferences
The blending of four marketing elements-product, distribution, price, and promotion
collecting and evaluating information to support marketing decision marking
activities and technologies for gathering, storing, and analyzing data to make better competitive decisions
computer searches of customer data to detect patterns and relationships
customer database that allows managers to combine data from several different organizational functions
The process of dividing the total market into groups whose members have similar characteristics
dividing an overall market into homogeneous groups on the basis of their locations
dividing the market into segments based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality
dividing a market into different segments based on social class, lifestyle, or personality characteristics
dividing consumer markets into groups based on benefits sought by buyers, usage rates, and loyalty levels
marketing strategy that focuses on the precise way a B2B purchaser will use a product
Processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and product use
Developing and maintaining long-term, cost-effective exchange relationships with partners.
lifetime value of a customer
Revenues and intangible benefits from a customer over the life of the relationship, minus the amount the company must spend to acquire and serve that customer.
marketing initiative that rewards frequent purchases with cash, rebates, merchandise, or other premiums
marketing effort sponsored by an organization that solicits involvement by individuals who share common interests and activities
Cooperative arrangement in which two businesses jointly market each other's products.
Cooperative arrangement in which two or more businesses team up to closely link their names on a single product.
refers to applications and technologies that are used to gather, provide access to, and analyze data and information to support decision making efforts.
(gather info and analyze it to make decisions)
availability of a good or service when customers want to purchase it
availability of a product in a location convenient for customers
orderly transfer of products from seller to buyer, also called possession utility
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