Across
- 3. marketing promotion in which a satisfied customer tells others about their positive experience with a good or service
- 6. image a company promotes and the connotations it fosters of itself and its products
- 7. specific group of consumers for which a company seeks to provide a good or service
- 8. separating the total population by homogeneous groups of people that have similar tastes, backgrounds, lifestyles, demographics, and culture
- 10. value that must be exchanged in order for a customer to receive a product or service
- 11. basic set of possible strategies and approaches that marketers use to reach their target market
- 12. short and catchy positioning statement that quickly communicate some core aspect of the brand to the consumer
- 15. good or a service that creates value by fulfilling a customer need or desire
- 16. chain of procedures and/or activities required to provide the product to the customer
- 17. environment where a service takes place or a product is manufactured
- 19. research use of personal observation of the subject by being immersed in the subject’s environment
- 20. survey tool in which respondents must rank, choose, or a rate a number of “conjoint,” or linked, features or benefits
- 22. process of communicating value to customers in a way that encourages them to buy
- 26. marketing that focuses on connecting with constituents by developing goodwill
- 28. collection and analysis of data related to a business’s target market
- 29. short song or sound that brands a product or company and helps to promote it
- 30. marketing creative approaches to marketing that seek to gain maximum exposure through unconventional means
Down
- 1. pricing pricing led by what the customer is willing to pay
- 2. research generation of numerical data through techniques such as surveys and questionnaires
- 4. group of people participating in market research
- 5. total perceived demand for a product or service within the marketplace
- 9. umbrella term given to those activities that companies use to identify consumers and convert them into buyers
- 13. mass communication that allows companies to reach a broad audience through TV, radio, newspaper, Internet, magazines, and outdoor ads
- 14. online communication tool for entrepreneurs to connect with consumers, especially younger demographics
- 15. company’s human resources
- 16. channels or locations—physical or digital—where products can be found by customers
- 18. research use of open-ended techniques such as observation, focus groups, and interviews to gain an understanding of customers’ basic reasons, opinions, and motivations
- 21. portion of the market that a business can serve based on its products, services, and location
- 23. marketing that uses engaging content in the hopes that viewers will share it on their personal and social media networks
- 24. pricing easiest way to price a product by taking the cost of making the product and marking it up to create profit
- 25. selling using face-to-face interactions to communicate and influence a customer to make a purchase
- 27. pricing charging a price above a competitor’s price