quotes

Marketing

"The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return."

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Customer satisfaction
"The extent to which a product’s perceived performance matches a buyer’s expectations"

Customer-managed relationships

"Marketing relationships in which customers, empowered by today’s new digital technologies, interact with companies and with each other to shape their relationships with brands."

   

Market development

"A strategy for company growth by identifying and developing new market segments for current company products."

Diversification

"A strategy for company growth through starting up or acquiring businesses outside the company’s current products and markets."

Value chain

"The series of internal departments that carry out value-creating activities to design, produce, market, deliver, and support a firm’s products."

Political environment

"Laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society."

Marketing information system (MIS)

"People and procedures for assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights."

Internal databases

"Electronic collections of consumer and market information obtained from data sources within the company network."

Experimental research

"Gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses."

Online marketing research

"Collecting primary data online through Internet surveys, online focus groups, Web-based experiments, or tracking consumers’ online behavior"

Culture

"The set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions."

Lifestyle

"A person’s pattern of living as expressed in his or her activities, interests, and opinions".

Motive (drive)

"A need that is sufficiently pressing to direct the person to seek satisfaction of the need".

Belief

"A descriptive thought that a person holds about something."

Attitude

"A person’s consistently favorable or unfavorable evaluations, feelings, and tendencies toward an object or idea."

Service

"An activity, benefit, or satisfaction offered for sale that is essentially intangible and does not result in the ownership of anything"

Social marketing

"The use of commercial marketing concepts and tools in programs designed to influence individuals’ behavior to improve their well-being and that of society."

Brand

"A name, term, sign, symbol, design, or a combination of these that identifies the products or services of one seller or group of sellers and differentiates them from those of competitors."

Co-branding

"The practice of using the established brand names of two different companies on the same product."