Consists of the strategies and tactics used to identify, create and maintain satisfying relationships with customers that result in value for both the customer and the marketer.

Suggests marketing decisions should flow from first making efforts to know what customers want and only after this should an organization initiate the process of developing and marketing products and services.

Describes the decisions made by marketers to appeal to their target markets and includes product, distribution, promotion, pricing and services.

A critical component needed to make good marketing decisions by presenting a picture of what is occurring (or likely to occur) in a market and then offering alternative courses of action that may be followed by the marketer in order to reach their objectives.

A formal plan presented by researchers to clients that offers critical information outlining how research objectives and how research will be conducted.

A cost pricing method used to set a product ’s initial price by applying a certain percentage to the cost of the product either through a Markup-on-Cost method or a Markup-on-Selling Price method.

A markup pricing method in which markup is viewed as a percentage by which initial price is set above product cost and is determined by multiplying the cost of each item by a predetermined percentage then adding the result to the product ’s cost.

A markup pricing method in which markup is viewed as a percentage of the product ’s selling price and is determined by dividing the cost of each item by one minus a predetermined percentage.

Distribution strategy that attempts to have products made available in nearly all locations in which that type of product is sold though this strategy is generally only feasible for low priced products that appeal to very large target markets (e.g., consumer convenience products).

Retail format represented by general or specialty merchandisers whose main strategy is to offer discount pricing and whose outlets offer few services and generally lower quality product than is available at higher-end retailers.

A target marketing strategy that assumes all customers in a large market seek the same benefits and, consequently, a marketer appeals to this market with a single marketing strategy including a single product.

A media relations tools used as part of public relations involving the submission of articles to media, such as newspapers and websites, as filler material when publications lacks sufficient content or as original content for publishers whose business model involves mostly third-party submissions.

Stage within the Product Life Cycle which occurs when product growth slows with total sales increasing but at decreasing rates compared to previous periods.

Marketing service that aids clients in assessing different media options and providing other promotional assistance.

A public relations tool where a company spokesperson travels to key cities to discuss new products through bookings on TV and radio shows and conducting interviews with print and Internet reporters or influencers (e.g., bloggers).