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15 Cards in this Set
- Front
- Back
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Strategic Network |
Created by cooperative and collaborative actions intended to establish, maintain, and enhance mutually advantageous long-term relationships with important industry stakeholders, such as customers, suppliers, distributors, competitors, and other organizations |
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Network Marketing |
Takes into account all relationships in a market; it is a holistic view of marketing |
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Customer-Centric |
Approach to marketing that focuses on creating customer value |
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Product-Centric |
Approach to marketing that emphasizes product features |
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Loyalty |
Repeat purchase accompanied by a favourable attitude toward the product |
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Customer Value |
The difference between the benefits customers receive from a product and the cost incurred by customers to acquire it |
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Customer Value Equation |
A diagnostic tool for managing customer value where customer value equals perceived benefits minus perceived life cycle costs |
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Customer Satisfaction |
Exists when the product's performance exceeds the customer's expectations |
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Customer Share |
Focuses on increasing the amount obtained from an individual customer |
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Loyalty Programs |
Intended to retain customers and enhance customer loyalty through special incentives that can increase customer value |
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Partnering Programs |
Involve collaborative relationships between companies to better meet end-user needs |
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Co-branding |
Involves two companies combining their resources and capabilities to offer joint products to their customers |
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Affinity Partnering Programs |
Programs in which marketers use customer membership in one group to cross-sell other products and services |
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Data Mining |
The process of discovering useful knowledge from data stored in corporate databases by sorting through large quantities of data to find patterns and relationships |
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Data Warehouse |
A type of data architecture with a single site containing data from different sources and organized in a way that facilitates decision-making |
