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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
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
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
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
a three-part business philosophy: 1. a customer orientation; 2. a service orientation; 3. a profit orientation
the ingredients that go into a marketing program: product, price, place, and promotion
the analysis of markets to determine opportunities and challenges, and to find the information needed to make good decisions
the process of dividing the total market into groups whose members have similar characteristics
the process of finding small but profitable market segments and designing or finding products for them
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
marketing strategy with the goal of keeping individual customers over time by offering them products that exactly meet their requirments
information that has already been compiled by others and published in journals and books or made available online
marketing directed toward those groups (market segments) an organization decides it can serve profitably
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