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| The activity, set of institutions, and process for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. |
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| People giving up somethig to recieve something they would rather have |
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| A philosophy that focuses on the internal capabilities of the firm rather than on the desiers and needs of the marketplace |
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| The ideas that people will buy more goods and services if aggressive sales techniques are used and that high sales result in high profits |
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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 |
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| A philosophy that assumes that a sale does not depend on an agressive sales force but rather on customer's decision to purchase product. It is synonymous with the marketing concept |
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| Societal Marketing Orientation |
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| The idea that an organizaton exits not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve or enhance individuals' and cociety's long-term best interests |
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| The relationship between benefits and the sacrifice necessary to obtain those benefits |
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| Customer's evalutation of a good or service in terms of whether it has met their needs and expectations. |
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| A strategy that focuses on keeping and imporivng relationships with current customers |
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| Delegation of authority to solve customers' problems quickly - usually by the first person that the customer notifies regarding a problem |
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| Collaborative efforts of people to accomplish common objectives |
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