Marketing Mix: The marketing manager's controllable factors. The marketing actions of product, price, promotion and place that he or she can take to solve a marketing problem.

 

Marketing Program: A plan that integrates the marketing mix to provide a good, service or idea to prospective buyers.

 

Organizational Buyers: Units such as manufacturers, retailers, wholesalers and government agencies that buy goods and services for their own use or for resale.

 

Relationship Marketing: Linking the organization to its individual customers, employees, suppliers and other partners for their mutual long-term benefits.

 

Societal Marketing Concept: The view that an organization should discover and satisfy the needs of its customers in a way that also provides for society's well-being.

 

Target Market: One or more specific groups of potential consumers toward which an organization directs its marketing program.

 

Ultimate Consumers: The people who use the goods and services purchased for a household.

 

Utility: The benefits or customer value received by users of the product.