Term
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Definition
| the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large |
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Term
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Definition
-major goal of mktg
-people give up something in order to receive something they would rather have |
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Term
| the 4 mktg management philosophies |
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Definition
1. production orientation
2. sales "
3. market "
4. societal mktg " |
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Term
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Definition
| a philosophy that focuses on the internal capabilities of the firm rather than on the desires and needs of the marketplace |
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Term
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Definition
| a philosophy that that people will buy more if aggressive sales techniques are used & that high sales=high profits |
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Term
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Definition
philosophy that assumes a sale does not depend on an aggressive sales force but rather on a customers decision to purchase a product
-synonymous with the mktg concept |
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Term
| social marketing orientation |
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Definition
| philosophy that an org exists not only to satisfy customers and meet org objectives but to preserve or enhance individuals' and society's long-term best interests |
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Term
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Definition
| idea that the social and economic justification for an org's existence is the satisfaction of customers while meeting org objectives |
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Term
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Definition
| the relationship btwn benefits and the sacrifice necessary to obtain those benefits |
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Term
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Definition
| customers' evaluation of a good/service in terms of whether it has met their needs and expectations |
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Term
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Definition
| strategy that focuses on keeping and improving relationships with current customers |
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Term
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Definition
delegation of authority to solve customer problems quickly
-usually by the first person the customer notifies |
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Term
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Definition
| collaborative efforts of people to accomplish common objectives |
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