| customer service | (1) A company's attitude and behavior during interactions with customers. (2) The process of managing customers' interactive experiences with a brand.
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| empowerment | The authority to handle customer-relations problems.
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| event marketing | A promotional occasion designed to attract and involve a brand's target audience.
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| mystery shopping | Evaluative field research into a store's operations conducted by someone who appears to be an average shopper and is not known or recognized by the employees who are being evaluated.
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| sponsorship | Financial support of an organization, person, or activity in exchange for brand publicity and association.
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| trade show | An event at which customers in a particular industry gather to attend training sessions and visit with suppliers and vendors to review their product offerings and innovations.
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