MA_Chapter 12

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Across
  1. 1. the revenue generated by the customer less the cost it takes to service the customer
  2. 2. the ability to retrieve the brand from memory
  3. 3. the process of creating and running a campaign through several stages
  4. 8. the cost of capital for the organization
  5. 9. the ability to confirm a prior exposure to a brand
  6. 10. the percentage of customers who remain loyal over time
Down
  1. 1. quantifiable measures used to track the status of a marketing process
  2. 3. informs companies about how much a customer is worth to them
  3. 4. customer revenue minus customer costs
  4. 5. the range of usage scenarios for a brand
  5. 6. measures the ability to deliver goods and services at low cost
  6. 7. the ease with which a brand comes to mind