Metric for assessing advertising expenditure determined by dividing the total cost for a certain advertisement by the percentage of an audience who experience the advertisement (e.g., seen, heard) are actually within the marketer’s target market.

A strategic approach whose goal is to get everyone in an organization, not just the marketer, to recognize the importance of customers.

Computer and information systems that allow nearly anyone in an organization that comes into contact with a customer (e.g., sales force, service force, customer service representatives) to have timely access to necessary customer information.

A component of the external influences on consumer buying behavior that represents the behavior, beliefs and way people act learned through interaction and observation of other members of society.

A person or organization that a marketer believes will benefit from the products offered by the marketer’s organization and includes Existing Customers, Former Customers and Potential Customers.

The different methods a customer uses to communicate with a company such as in-person, by telephone, over the Internet, etc.

Activities used by the marketer to support the purchaser’s experience with a product such as training, repair and complaint resolution.