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| 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 stake holders. |
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| People giving up something to receive something they would rather have |
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1. There must be at least two parties
2. Each party has something that might be of value to the other party
3. Each party is capable of communication and delivery
4. Each party is free to accept or reject the exchange offer
5. Each party believes it is appropriate or desirable to deal with the other party |
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A philosophy that focuses on the internal capabilities of the firm rather than on the desires and needs of the marketplace
(The Field of Dreams Orientation-"If we build it, they will come") |
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| Based on the ideas that people will but more goods and services if aggressive sales techniques are used and that high sales result in high profits |
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| A philosophy that assumes that a sale does not depend on an aggressive sales force but rather on a customer's decision to purchase product |
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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
-Focusing on customer wants and needs so that the organization can distinguish its product from competitors offerings
-Integrating all the organization's activities including production, to satisfy these wants
-Achieving long term goals for the organization by satisfying customer wants and needs legally and responsibly |
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