Across
- 2. ___ product opportunities: the first step in the new product development process
- 4. Brand ___: a set of assets and liabilities linked to a brand’s name and symbol that adds to or subtracts from the value provided by a product or service to a firm or that firm’s customers
- 5. Narrowest target marketing approach (focus is on individual customer)
- 10. Product ___: a group of products linked through usage, customer profile price points, and distribution channels or need satisfaction
- 11. Service ___: the measurement of customer expectations of a service compared to their perceptions of actual service performance
- 14. ___ attributes: aspects of an offering that can be evaluated only during or after consumption of products and services that have both tangible and intangible characteristics.
- 15. Target markets that are not currently considered to be a focus for marketing purposes, bus shows promise for future consideration
- 16. These follow focus groups in the positioning development process
- 17. ___ leadership: using low cost as a means of differentiation and competitive advantage
- 19. A name, term, sign, symbol, or design, or combination, intended to identify the goods or services of one seller and to differentiate them from competitors
- 21. Segmentation of submarkets on the basis of personality, lifestyle, values, and AIOs
- 22. Broadest target marketing approach (focus is on general public)
- 24. Moment of ___: the face-to-face time between a customer and a provider
- 25. ___ purchase: the purchase of a product or service by a customer for the first time
- 26. The last type of consumer to buy newly-developed products
- 27. Communicating one or more sources of value to customers in ways that connect needs and wants to what the product has to offer; often expressed in a tagline or slogan
- 30. Positioning error in which a customers are provided with too frequent changes and contradictory messages regarding positioning
- 32. A product in the sense that it represents a bundle of benefits that can satisfy consumer wants and needs, yet it does so without physical form
- 33. Point in product life cycle where sales plateau
- 34. The person in the buying center who controls access to key participants in the purchasing process
Down
- 1. Companies may choose to extend their brand in this way, by offering other manufacturers the right to use the brand in exchange for a set fee or sales percentage
- 3. Services are ___, or cannot be saved or stored for future use.
- 6. ___ benefit: the fundamental need met by a product
- 7. Dividing a market up into smaller meaningful subsets based on common characteristics
- 8. Positioning error in which a customer has too narrow an understanding of the company, product or brand
- 9. The Service-Profit Chain illustrates the importance of initial ____ service quality for the benefit of the overall process
- 12. SERVQUAL measures customer satisfaction by referring to tangibility, reliability, responsiveness, empathy and _____.
- 13. Services are ___, or cannot be experienced with the physical senses.
- 17. ___ maps are instruments used in making positioning decisions
- 18. Anything that delivers value to satisfy a need or want and includes physical merchandise, services, events, people, places, organizations, information, or idea
- 20. Offerings that are the most difficult to evaluate, usually professional services, are considered to be high in ____ attributes
- 23. Segmentation of submarkets on the basis of characteristics like race, gender, age, and income
- 28. The first type of consumer to buy newly-developed products
- 29. The second step in the target marketing process is to develop ______ of potential markets
- 31. Product ___: all the products offered by a company