| marketing (p. 6) | functional benefits (p. 17) |
| exchanges (p. 7) | social benefits (p. 17) |
| organizational buyers (p. 7) | personal benefits (p. 18) |
| consumers (p. 7) | experiential benefits (p. 18) |
| needs (p. 7) | monetary costs (p. 19) |
| wants (p. 7) | temporal costs (p. 19) |
| macromarketing (p. 8) | psychological costs (p. 19) |
| micromarketing (p. 8) | behavioral costs (p. 19) |
| production orientation (p. 9) | shopping costs (p. 19) |
| sales orientation (p. 10) | transactions costs (p. 19) |
| marketing orientation (p. 11) | marketing management (p. 21) |
| marketing concept (p. 12) | marketing plans (p. 21) |
| value-driven marketing (p. 12) | marketing mix (p. 22) |
| direct relationship (p. 12) | product (p. 22) |
| indirect relationship (p. 12) | price (p. 22) |
| stakeholder (p. 15) | placement (p. 22) |
| customer value (p. 15) | promotion (p. 23) |
