Across
- 5. a systematic, objective process of getting information about potential customers to guide marketing decisions.
- 6. groups with whom buyers identify and whose values or attitudes they adopt.
- 8. a market segmentation approach whereby the marketer aims its efforts at two or more segments, developing a marketing strategy for each.
- 10. an approach requiring organizations to gather information about customer needs, share that information throughout the firm, and use that information to help build long-term relationships with customers.
- 14. marketing information that is observed, recorded, or collected directly from respondents.
- 16. an approach whereby a firm tries to appeal to everyone and assumes that all buyers have similar needs.
- 19. a persuasive form of communication that attempts to expedite a marketing exchange by influencing individuals, groups, and organizations to accept goods, services, and ideas.
- 22. an inner drive that directs a person’s behavior toward goals.
- 23. knowledge and positive or negative feelings about something.
- 25. a group of activities designed to expedite transactions by creating, distributing, pricing, and promoting goods, services, and ideas.
- 28. a collection of individuals, groups, or organizations who share one or more characteristics and thus have relatively similar product needs and desires.
- 29. the idea that an organization should try to satisfy customers’ needs through coordinated activities that also allow it to achieve its own goals.
- 30. the organization of an individual’s distinguishing character traits, attitudes, or habits.
Down
- 1. the integrated, accepted pattern of human behavior, including thought, speech, beliefs, actions, and artifacts.
- 2. a strategy whereby a firm divides the total market into groups of people who have relatively similar product needs.
- 3. a market segmentation approach whereby a company develops one marketing strategy for a single market segment.
- 4. the decision processes and actions of people who purchase and use products.
- 7. a customer’s subjective assessment of benefits relative to costs in determining the worth of a product.
- 9. a set of expectations for individuals based on some position they occupy.
- 11. a group of people who have a need, purchasing power, and the desire and authority to spend money on goods, services, and ideas.
- 12. making products available to customers in the quantities desired.
- 13. the process by which a person selects, organizes, and interprets information received from his or her senses.
- 15. a ranking of people into higher or lower positions of respect.
- 17. a plan of action for developing, pricing, distributing, and promoting products that meet the needs of specific customers.
- 18. information that is compiled inside or outside an organization for some purpose other than changing the current situation.
- 20. a specific group of consumers on whose needs and wants a company focuses its marketing efforts.
- 21. the act of giving up one thing (money, credit, labor, goods) in return for something else (goods, services, or ideas).
- 24. the four marketing activities—product, price, promotion, and distribution—that the firm can control to achieve specific goals within a dynamic marketing environment.
- 26. a value placed on an object exchanged between a buyer and a seller.
- 27. changes in a person’s behavior based on information and experience.