Brand exchanges created by consumers themselves- both invited and uninvited - by which consumers are playing sn increasing role in shaping their own bran experiences and those of other consumers
Working closely with partners in other company departments and outside the company to jointly bring greater value to customers
The value of the entire stream of purchases a customer makes over a lifetime of patronage
The portion of the customer's purchasing that a company gets in its product categories .
The total combined customer lifetime values of all of the company's customers .
Using digital marketing tools such as Websites, social media, mobile apps and ads, online video, email, and blogs and engage customers anywhere, at any time, via their digital devices
The process of developing and mantaining strategic fit between the organization's goals and capabilities and its changing marketing opportunities
A statement of the organization's purposes - what it wants to accomplish in the larger environment
The collection of businesses and products that make up the company
The process by which management evaluateS the products and businesses that make up the company
A portfolio-planning tool for identifying companies growth opportunities through market penetration, market development, product development, or diversification
A protfolio-planning method that evaluates a company's SBU in terms of market growth rate and relative market share
Company growth by increasing sales of current products to current market segments without changing the product
Company growth by identifying and developing new market segments for current company products
Company growth by offering modified or new products to current market segments
Company growth through starting up or aquiring businesses outside the company's current products and markets
The network made up of the company, its suppliers, its distributors, and, ultimately, its customers who partner with each other to improve the performance of the entire system
The marketing logic by which the company hopes to create customer value and achieve profitable customer relationships
Dividing a market into distinct groups of buyers who have different needs, characteristics or behaviors, and who might require separate products or marketing programs
A group of consumers who respond in a similar way to a given set of marketing efforts
The process of evaluating each market segment's attractiveness and selecting one or more segments to enter
Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers
Actually differentiating the market offering to create superior customer value
The set of tactical marketing tools - product, price, place and promotion - that the firm blends to produce the respone it wants in the target market - guided by marketing strategy
Turning marketing strategies and plans into marketing actions to accomplish strategic marketing objectives
Measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that the objectives are achieved
Checking ongoing performance against the annual plan
The net return from a marketing investment divided by the costs of the marketing investment
Meaningful sets of marketing performance measures in a single desplay used to monitor strategic marketing performance
The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return
States of felt deprivation
The form human needs take as they are shaped by culture and individual personality
Human wants that are baked by buying power
Some combination of products, services, information, or experiences offered to a market to satisfy a need or want
The mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products
The act of obtaining a desired object from someone by offering something in return
The set of all actual and potential buyers of a product or service
The art and science of choosing target markets and building profitable relationships with them
The idea that consumers will favor products that are available and highly affordable, therefore, the organization should focus on improving production and distribution efficiency
The idea that consumers will favor products that offer most quality, perfomance, and features, therefore, the organization should devote its energy to making continuous product improvements
The idea that consumers will not buy enoguh of the firm's products unless the firm undertakes a large-scale selling and promotion effort
A philosophy in which achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do
The idea that a company's marketing decisions should consider consumer's wants, the comapny requirements, consumer's long-run interests, and society's long-run interests
The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction
The customer's evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers
The extent to which a product's perceived performance matches a buyer's expectations
Making the brand a meaningful part of consumer's conversations and lives by fostering direct and continuous customer involvement in shaping brand conversations, experiences, and community
The actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers
The actors close to the company that affect its ability to serve its customers - the company, suppliers, marketing intermediaries, customer markets, competitors, and publics
The larger societal forces that affect the environmetn - demographic, economic, natural, technological, political and cultural forces
Firms that help the company to promote, sell and distribute its goods to final buyers. (Important component of the value delivery network)
Any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives
The study on human populations in terms of size, density, location, age, gender, race, occupation, and other statistics
The 78 million people born during the years following World War II and lasting until 1964
The 49 million people born between 1965 and 1976 in the "birth death" following the baby boom
The 83 million children of the baby boomers born between 1977 and 2000
People born after 2000 (although many analysts include people born after 1995) who make up the kids, tweens, and teen markets
Economic factors that affect consumer purchasing power and spending patterns
The physical environment and the natural resources that are needed as inputs by marketers or that are affected by marketing activities
Developing strategies and practices that create a world economy that the planet can support indefinitely
Forces that create new technologies, creating new product and market opportunities
Laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society
Institutions and other forces that affect society's basic values, perceptions, preferences, and behaviors
Fresh undertanding of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships
People and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights
Electronic collections of consumer and market information obtained from data sources within the company network
The systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment
The systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organization
Marketing research to gather preliminary information that will help define the porblems and suggest hypotheses
Marketing research to beter describemarketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers
Marketing research to test hypotheses about cause-and-effect relationships
Information that already exists somewhere, having been collected for another purpose
Information collected for the specific purpose at hand
Gathering primary data by observing relevant people, actions and situations
A form of observational research that invoves sendinf trained observers to watch and interact with consumers in their "natural environments"
Gathering primary data by asking people questions about their knowledge, attitudes, preferences and buying behavior
Gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.
Personal interviewing that involves inviting 6 to 10 people to gather for a few hours with trained interviewer to talk about a product, service, or ogranization. The interviewer focuses the group discussion on important issues
Collecting primary data online through internet surveys, online focus groups, Web-based experiments, or tracking consumers' online behavior
Gathering in a small group of people online with a trained moderator to chat about a product, service, or organization and gain quantitative insights about consumer attitudes and behavior
Using online consumer tracking data to target advertisements and marketing offers to specific consumers
A segment of the population selected for marketing research to represent the population as a whole
Managing detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty
The buying behavior of final consumers - individuals and households that buy goods and services for personal consumption
All the individuals and households that buy or acquire goods and services for perosnal consumption
The set of basic values, perceptions, wants and behaviors learned by a member of society from family and other important institutions
A group of people with shared value systems based on common life experiences and situations
Including ethnic themes and cross cultural perspectives within a brand's mainstream marketing, appealing to consumer similarities across subcultures rather than differences
Relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors
Two or more people who interact to accomplish individual or mutual goals
The impact of the personal words and recommendations of trusted friends, associates, and other consumers on buying behavior
A person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others
Online social communities - blogs, social networking Websites, and other online communities - where people socialize or exchange informations and opinions
A person's pattern on living as expressed in his or her activities, interests, and opinions
The unique psuchological characteristics that distinguish a person or group
A need that is sufficiently pressing to direct the person to seek a satisfaction of the need
The process by which people select, organize, and interpret information to form a meaningful picture of the wold - Selective Distorsion - Subliminal advertising
Changes in an individual's behavior arising from experience
A person's consistently favorable or unfavorable evaluations, feelings, and tendencies toward an object or idea
Buyer discomfort caused by post purchase conflict
A good, service, or idea that is perceived by some potential customers as new
The mental process through which an individual passes from first hearing about an innovation to final adoption
The buying behavior of organizations that buy goods and services for use in the production of other products and services that are sold, rentedm or supplied to others
The decision process by which business buyers determine which products and services their organizations needs to purchase and then find, evaluate and choose among alternative suppliers and brands Far fewer but far larger buyers
Business demand that ultimately comes from (derives from) the demand for consumer goods
Systematic development of networks of supplier-partners to ensure an appropriate and dependable supply of products and materials for use in making products or reselling them to others
A business buying situation in which the buyer routinely reorders something without modifications
A business buying situation in which the buyer wants to modify product specifications, prices, terms or suppliers
A business buying situation in which the buyer purchases a product or service for the first time
Buying a packaged solution to a problem from a single seller, thus avoiding all the separate decisions involved in a complex buying situation
