Key terms

1. classes Divisions within a society having different levels of social prestige.
3. the features or characteristics of a product or service that customers use for comparison
7. A group member who plays a key communications role.
9. a principle that maintains that 80 percent of a company's sales will come from 20 percent of its customers
11. The process of grouping things that are perceived as being similar.
13. Goal-directed forces that organize and give direction to the tension caused by unsatisfied needs.
16. behavioral patterns and values that characterize a group of consumers in a target market
17. an approach that recognizes that with every interaction, customers learn something about a company that will affect their desire to do business there in the future
18. The psychological tension or anxiety that occurs when a customer has second thoughts immediately following a purchase.

2. a company-wide business strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on specific customer groups
4. the total profit expected from all future sales to customer
5. An analysis that reveals customers most likely to buy from a firm in the future because they have made purchases recently, frequently, and in amounts that exceed some established minimum.
6. The starting point for all behavior.
8. The individual processes that give meaning to the stimuli confronting consumers.
10. a collection of information about a customer as defined by CRM goals, including personal demographics, lifestyle and transaction data; online habits; past responses; and complaint history
12. an enduring opinion, based on a combination of knowledge, feelings and behavioral tendencies
14. Small groups that an individual allows to influence his or her behavior.
15. a group of brands that a consumer is both aware of and willing to consider as a solution to a purchase need