| A | B |
|---|
| Selling | The exchange of goods and services from producers to consumers for a price. |
| Data-based | Involves the collection of information about past, current, and potential consumers. |
| Personal selling | A two-way communication between a representative of the company and the customer. |
| Business to business (B2B | One business selling goods or services to another business. |
| Direct mail | Is personal and received in the mailbox. |
| Internet selling | Selling executed on the internet. |
| Customer | The person who buys the product or service. |
| Consumer | The person who uses the product or service. |
| Need | Anything required to live. |
| Want | An unfulfilled desire. |
| Full-menu marketing | Having products or services that meet virtually any customer’s needs and/or wants. |
| Features | The basic, physical, and extended characteristics of an item. |
| Benefits | The advantages or personal satisfaction a customer will get from a good or service. |
| Feature-benefit selling | Matching the characteristics of a product to a customer’s needs and wants. |
| Buying motives | The motives for customers to purchase a product. |
| Rational motives | Motives based on conscious, logical thinking and decision making. |
| Emotional motives | Motives based on feelings. |
| Patronage motives | Motives based on loyalty. |
| Decision-making process | What customers go through in order to determine what products they will buy. |
| Extensive decision-making | Occurs when there is a high level of perceived risk, a product or service is very expensive or has a high value to the customer. |
| Limited decision-making | Occurs when a customer buys products that he or she has purchased before but not regularly. |
| Routine decision-making | Occurs when little information is needed about the product being purchased. |
