BUAD 307 Final Exam Study Guide - BUAD 307 Final Exam Study...

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BUAD 307 Final Exam Study Guide/Checklist 1. production orientation – a philosophy that focuses on the internal capabilities of the firm rather than on the desires and needs of the marketplace 2. sales orientation – the idea that people will buy more goods and services if aggressive sales techniques are used and that high sales result in high profits 3. marketing orientation – a philosophy that assumes that a sale does not depend on an aggressive sales force but rather on a customer’s decision to purchase product 4. customer value – the relationship between benefits and the sacrifice necessary to obtain those benefits 5. relationship marketing – a strategy that focuses on keeping and improving relationships with current customers 6. marketing plan – designing activities relating to marketing objectives and the changing marketing environment, a written document that acts as a guidebook of marketing activities for the marketing manager 7.
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