Chapter 1 Glossary Flashcards
1
Q
buzz marketing
A
marketing initiatives designed to get consumers talking about a product or service
2
Q
chain of marketing productivity
A
the processes through which marketing activities contribute to the performance of the firm
3
Q
competitive advantage
A
a clear performance differential over the competition on factors that are important to target customers
4
Q
customer relationship management (CRM)
A
the methodologies, technologies and e-commerce capabilities used by firms to manage customer relationships
5
Q
customer value proposition
A
a clear statement of the differential benefits offered by a product or service
6
Q
customer satisfaction
A
the fulfillment of customers’ requirements or needs
