| A | B |
|---|
| marketing concept | putting the customer first |
| target market | a specific group of customers to that you want to focus on |
| patronage purchase | purchases based on loyalty to a particular brand or product |
| Values-based culture | a culture that communicates values through employees to customers and others through performance |
| benefits derived | the value people believe they receive from a product/service |
| breakeven point | point of sales at which all of the expenses are covered |
| Customer service gap | the difference between customer expectations and the service that is actually received |
| Opportunity cost | the value of the next best alternative that you forgo when making a choice |
| Infrastructure | water, sewer, roadways, etc. |
| Ecotourism | responsible travel to natural areas that conserves the environment and sustains the well being of local people |
| Tourism | traveling for pleasure |
| Literary agent | person who plans the marketing campaign and personal appearances of authors |
