Term
|
Definition
| Customers’ evaluation of a good or service based on whether it has met their needs and expectations. p. 9 |
|
|
Term
|
Definition
| The ratio of benefits to the sacrifice necessary to obtain those benefits. p. 8 |
|
|
Term
|
Definition
| Delegation of authority to solve customers’ problems quickly—usually by the first person the customer notifies regarding the problem. p. 11 |
|
|
Term
|
Definition
| The idea that people give up something to receive something they would rather have. p. 4 |
|
|
Term
|
Definition
A philosophy that assumes that a sale does not depend on an aggressive sales force but rather on a customer’s decision to purchase a product.
Synonymous with the marketing concept. p. 9 |
|
|
Term
|
Definition
| 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. p. 4 |
|
|
Term
|
Definition
| The idea that the social and economic justification for an organization’s existence is the satisfaction of customer wants and needs while meeting organizational objectives. p. 6 |
|
|
Term
|
Definition
| A philosophy that focuses on the internal capabilities of the company rather than on the desires and needs of the marketplace. p. 5 |
|
|
Term
|
Definition
| A strategy that entails forging long-term partnerships with customers. p. 10 |
|
|
Term
|
Definition
| The idea that people will buy more goods and services if aggressive sales techniques are used and that high sales result in high profits. p. 5 |
|
|
Term
| societal marketing orientation |
|
Definition
| The idea that an organization exists not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve or enhance individuals’ and society’s long-term best interests. p. 7 |
|
|
Term
|
Definition
| Collaborative efforts of people to accomplish common objectives. p. 11 |
|
|
