Chapter 1 Flashcards
a philosophy that focuses on internal capabilities of the firm rather than on the desires and needs of the market place.
Production Orientation
the belief that people will buy more goods and services if aggressive sales techniques are used and that high sales result in high profits.
Sales Orientation
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.
Marketing Concept
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; it is synonymous with the marketing concept.
Marketing Orientation
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.
Societal Marketing Orientation
the relationship between benefits and the sacrifice necessary to obtain those benefits.
Customer Value
customer’s evaluation of a good or service in terms of whether it has met their needs and expectations.
Customer Satisfaction
a strategy that focuses on keeping and improving relationships with current customers.
Relationship Marketing
delegation of authority to solve customers problems quickly - usually by the first person the customer notifies regarding a problem.
Empowerment
a company wide strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on highly defined and precise customer groups.
Customer Relationship Management
delivering relevant experiences, integrated across both physical and virtual environments, throughout the consumer’s decision and buying process.
On Demand Marketing
collaborative efforts of people to accomplish common objectives.
Teamwork
