Across
- 4. These present challenges for advertisers because pictures of them can’t be shown in print, on television or through social media.
- 7. Apparently Dr. Martin’s pet “P.”
- 8. Quick action is recommended when marketers see a red one of these.
- 10. The difficulty buyers often have in fully evaluating a service prior to purchase stems from the ______ challenge.
- 13. All organizations do this.
- 14. The _______ of survey questions affects the way surveyed respondents respond.
- 15. A food company that introduces new flavors or new recipes for its brands may be attempting to increase customers’ level of _______.
- 18. Suppose that a significant number of a shopping mall’s customers avoid the mall at certain times of the day or days of the week because they claim that too many “undesirables” visit the mall during those time periods. This phenomenon could be attributed to a(n) _______ customer mix.
- 19. The heterogeneity challenge faced by services marketers is often attributed to the _______ element involved in the delivery of services.
- 20. The importance of managing the timing of capacity and demand in a service business stems from the service challenge known as _______.
- 22. Proposed “P” that represents the creative aspects of marketing.
- 25. On average, U.S. companies lose about _____ percent of their customers annually.
- 26. Decision-making should not rely solely on this when the possible consequences of poor decisions can be costly.
- 28. The marketing ________ is to ensure that the organization has customers.
- 31. This type of management is often used by service organizations. It refers to the series of interrelated action steps involved in the provision of a service.
- 33. Approximate percentage increase in profitability for firms that improve their customer retention rate from 80 to 85 percent.
- 34. It is usually easier to prevent customers from _______ than it is to get them back after they’ve already done so.
- 37. Step in the management process in which objectives are typically established.
- 38. Involves identification of gaps between planned objectives and outcomes.
- 39. This approach is helpful in understanding the general process by which prospective customers transition into customers.
- 40. He first asserted that “the customer is always right.”
- 41. It may take years to build ______, but only an instant to destroy it.
Down
- 1. Frederick gained a competitive advantage in the marketplace when he began including ______ with some of the hardware items his company sold.
- 2. Highly-relevant proposed element of the marketing mix for service organizations.
- 3. What was once thought of in terms of handling customer complaints is now thought of in terms of service ________.
- 5. The marketing mix consists of the major categories of the most ____________ factors that affect marketing performance.
- 6. Described as the flour in the customer retention cake mix.
- 9. Encouraging customers to collect items of merchandise in a series is an example of _____ purchases.
- 11. The importance of service providers’ interpersonal skills is accentuated in businesses where customers and employees must interact with each other to co-create the service. This phenomena has to do with the _______ challenge.
- 12. Jobs today that require no interaction with other people.
- 16. ______ is an acronym that represents four categories of challenges that service marketers often face.
- 17. Metaphorically, what holds brand-related information and market impressions of the brand.
- 18. Managers who subscribe to the philosophy of ______ marketing are likely to believe that customer-contact employees will take care of customers when they (managers) take care of the employees.
- 21. Customers’ loyalty to a brand quite often starts much earlier than this.
- 23. When the ideal target market is not known, organizations sometimes use ______ appeals to allow likely customers to self-select into what becomes a more precisely-defined target market in the future.
- 24. Expressions of gratitude help to _____ relationships with customers.
- 27. These criteria may be used in an organization by decision-makers, but are not always defensible.
- 29. Organizations customize a unique marketing mix for each of their ________ markets.
- 30. This environment includes an ever-changing world of evolving technologies, demographic shifts, emerging social trends and economic fluctuations, among other characteristics.
- 32. These costs are paid by customers and could be monetary or nonmonetary.
- 35. Fifth step in the management process.
- 36. Potentially effective promotional tools for prospective customers categorized near the narrow end of the marketing funnel.