Viral marketing involves efforts that allow satisfied customers to spread the word about products to other customers.

Database marketing involves the use of information technology to analyze data about customers and their transactions.

Services are intangible products.

Beauty consultants at cosmetics counters in department stores often give customers makeovers. In addition to the makeup, the consultants discuss skin care products to improve skin texture so the makeup looks better. This type of interaction is called suggestive selling.

The advertising director, marketing research manager, and other middle-level managers have the primary responsibility of devising and implementing the strategic plan of the company.

Product-oriented rather than customer-oriented management endangers the future growth of an organization.

Salespeople involved in suggestive selling try to help customers recognize true needs rather than unwanted merchandise.

According to relationship marketing, firms must apply higher standards of customer satisfaction to external customer relationships over intradepartmental relationships.

The main goal of not-for-profit organizations is to generate revenues above and beyond their costs to make money for all stakeholders involved.

According to relationship marketing, the lifetime value of a customer should exceed the investment made by the firm to attract and keep the customer.