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23 Cards in this Set
- Front
- Back
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Production orientation |
focuses on the internal capabilities of the firm rather than on the desires and needs of the marketplace. |
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Sales orientation |
people will buy more goods and services if aggressive sales techniques are used and high sales = high profits. |
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Marketing concept |
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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Market orientation |
a sale does not depend on an aggressive sales force but rather on a customer's decision to purchase a product. |
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Societal marketing orientation |
the idea that an organization exists not only to satisfy the customer's wants and needs and to meet organizational objectives but also to preserve or enhance individual's and society's long term best interests. |
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Customer value |
the relationship between the benefits and the sacrifice necessary to obtain those benefits. |
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Marketing |
the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. |
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Exchange |
at least 2 parties, something of value, communication and delivery, freedom to accept or reject, and a desire to deal. |
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Customer satisfaction |
customers' evaluation of a good or service in terms of whether it has met their needs and expectations. |
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Relationship marketing |
a strategy that focuses on keeping and improving relationships with current customers. |
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Empowerment |
delegation of authority to solve customers' problems quickly. |
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Customer relationship management (CRM) |
a company-wide business strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on highly defined and precise customer groups. |
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On-demand marketing |
delivering relevant experiences, integrated across both physical and virtual environments, throughout the customer's decision and buying process. |
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Sales orientation focus is |
inward |
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Market orientation focus is |
outward |
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Sales orientation's business is |
goods and services |
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Market orientation's business is |
satisfying the wants and needs of customers |
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Sales orientation is for whom? |
Everybody |
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Market orientation is for whom? |
specific groups of people |
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Sales orientation's profit goal |
maximum sales volume |
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Market orientation's profit goal |
customer satisfaction |
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Sales orientation's tools |
promotion |
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Market orientation's tools |
coordinated use of marketing activities |
