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marketing: building customer relationships

benefit segmentation

dividing the market by determining which benefits of the product to talk about

brand name

a word, letter, or group of words or letters that differentiates one sellers goods and services from those of competitors

business to business (B2B) market

all the individuals and organizations that want goods and services to use in producing other goods and services or to sell, rent, or supply goods to others

consumer market

all the individuals or households that want goods and services for personal consumption or use

customer relationship management (CRM)

the process of learning as much as possible about customers and doing everything you can to satisfy them - or even exceed their expectations - with goods and services over time

demographic segmentation

dividing the market by age, income, and education level

environmental scanning

the process of identifying the factors that can affect marketing success

focus group

a small group of people who meet under the direction of a discussion leader to communicate their opinions about an organization, its products, or given issues

geographic segmentation

dividing the market by geographic area


the process of planning and executing the conception, pricing, promotion, and distribution of goods and services to facilitate exchanges that satisfy individual and organizational objectives

marketing concept

a three-part business philosophy: 1. a customer orientation; 2. a service orientation; 3. a profit orientation

marketing mix

the ingredients that go into a marketing program: product, price, place, and promotion

marketing research

the analysis of markets to determine opportunities and challenges, and to find the information needed to make good decisions

market segmentation

the process of dividing the total market into groups whose members have similar characteristics

mass marketing

developing products and promotions to please large groups of people

niche marketing

the process of finding small but profitable market segments and designing or finding products for them

one to one marketing

developing a unique mix of goods and services for each individual customer

primary data

data that you gather yourself (not from secondary sources)


any physical good, service, or idea that satisfies a want or need plus anything that would enhance the product in the eyes of consumers, such as the brand


all the techniques sellers use to motivate people to buy their products or services

psychographic segmentation

dividing the market using the groups values, attitudes, and interests

relationship marketing

marketing strategy with the goal of keeping individual customers over time by offering them products that exactly meet their requirments

secondary data

information that has already been compiled by others and published in journals and books or made available online

target marketing

marketing directed toward those groups (market segments) an organization decides it can serve profitably

test marketing

the process of testing products among potential users

volume, or usage, segmentation

dividing the market by usage (volume of use)

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