Many of the terms used in this workbook have broader definitions than are intended here. The following definitions refer to this Voice of the Customer Workbook.

Commercially Available	Point at which a product is available for purchase as a normally traded entity.
Customers	All individuals or organizations that influence the purchase of a product or service. More specific the term customers generally refer to direct customers who take possession of the product. This may include distributors as well as users.
Customer Satisfaction	This refers to formal customer surveys where performance on key product and supplier features are rated in comparison to competition.
Development Conferences	These are meetings with small groups of users usually from a single customer firm to discuss new product needs and possibilities.
Discussion Outline	A structured list of questions to be covered during an interview.
Flow Diagram	As used in the workbook, the flow diagram describes the flow of products down the supply chain or channel.
Focus Groups	A group marketing research technique where customers (usually from a mix of firms) are brought together to "focus" a discussion on key product features or new concepts.
Host	As used in this workbook, it refers to the salesperson or consultant who knows the respondent and acts as an intermediary.
Hot Buttons	Terms, concepts, and issues that produce an emotional response to customers. In general, "hot buttons" are considered promotional and communications concepts.
Markets	Groups of customers using products in a similar fashion and being served by a common value/supply chain.
Participants	Same as respondents. These are individuals that are being interviewed.
Price Sensitivitiy	The change in volume due to a change in price for a product.
Product Class	Products that are used as substitutes or near substitutes by a market. Examples would be resins, films, packaging material, etc.
Products	The collection of benefits that is embodied in a sellable entity. In this workbook, it refers to physical products and services. The term "offering" is a synonym.
Proftiability	Long term earnings or contribution that is derived from the sales of products and other business activities.
Projective Techniques	Psychometric techniques to elicit underlying or "inner mind" opinions about products and suppliers.
Respondents	Same as participants. These are individuals that are being interviewed.
Segments	Groups of customers with common characteristics. that are identifiable, and can be influenced by a common marketing strategy.
Value	Customer benefits derived from product features.
Value-In-Use	Economic evaluation of the value of products. Formally, it is the price that would be charged from a new product that would make its total economic value equal to the best alternative competitor.
Value/Supply Chains	The distribution channel connecting the product with the ultimate user.