Across
- 4. Points-of-________ are product associations that are not necessarily unique to the brand but may in fact be shared with other brands.
- 5. For brands in more stable categories where extensions into more distinct categories are less likely to occur, the brand mantra may focus more exclusively on points-of-________.
- 7. According to the VALS segmentation system, ________ are considered to be trendy and fun-loving people who are resource-constrained. They favor stylish products that emulate the purchases of those with greater material wealth.
- 10. Whirlpool took a 53 percent stake in the Dutch electronics group Phillips' home appliances business to leapfrog into the European market. This is an example of a ________.
- 12. Cadbury 5 Star has launched a new bank at ___________, called NothingCoin Bank, wherein consumers can visit the bank, grab a Cadbury 5 Star, sit, and do nothing to mine more Nothing coins on the brand website.
- 14. In a ________ defense strategy, the market leader can meet the attacker frontally and hit its flank or launch a pincer movement so that the attacker is forced to pull back to defend itself.
- 17. WayToGrow Inc. is one of the most popular brands of toys in its home market. The company decided to expand its business abroad and its board of directors felt that instead of trying to establish its presence all at once in multiple markets, it is better to expand to one country at a time. This would limit their risk and allow them to analyze customer response, after which they could expand to other similar countries. WayToGrow is following a ________ approach.
- 18. Under which stage of PLC does the brand go in for divestment or milking the brand?
- 19. Which department store promotes itself with the Tagline "Save money, live better” ?
- 21. The United States imposed a duty of 44.99 to 47.59 percent on wind towers produced in China and Vietnam and imported to the United States after they found evidence both countries were selling them at below fair market value, or ________, the practice of charging less than its costs or less than it charges at home to win a market.
- 22. Rahul is a computer service technician. People in his neighborhood usually depend on his suggestions for purchasing any computer accessory or hardware, as they believe that he has access to far more information on computer technology than the average consumer. The neighbors are also aware that Joe has the required knowledge and background for understanding the technical properties of the products. Within this context, Rahul can be called a(n) ________ Leader.
- 23. Hilton Hotels customizes rooms and lobbies according to location. Northeastern hotels are sleeker and more cosmopolitan. Southwestern hotels are more rustic. This is an example of ________ segmentation
- 27. Under which segmentation variable are buyers classified according to the ‘Benefits they seek’ and ‘Usage rate’?
- 28. ________ defense involves occupying the most desirable market space in the minds of the consumers and making the brand almost impregnable.
Down
- 1. Marketers typically focus on brand ________ in choosing the points-of-parity and points-of-difference
- 2. When consumers share a strong need that cannot be satisfied by an existing product, it is called ________ demand.
- 3. Surf excel matic front load laundry detergent” is an apt example of…
- 6. To satisfy customers, a(n) ________ marketer finds a stated need and fills it.
- 8. In a pure ________ attack, the attacker matches its opponent's product, advertising, price, and distribution.
- 9. When a firm looks for new users in groups that might use a product but do not already use the product, the firm is using the ________ strategy.
- 11. Market ________ generally have a smaller market share than other players and they are willing to maintain their share and not rock the boat.
- 13. In a ________ defense, the market leader stretches its domain over new territories that can serve as future centers for defense and offense.
- 15. The positioning strategy adopted by Subway to offer healthy, good-tasting sandwiches thus creating a dual image of the product in the minds of the customer is known as ……….
- 16. A marketing manager has planned a strategy that will require the organization to erect outposts to protect its weak front-running brands. In this ________ defense, the outposts will be central to the organization's new competitive strategy.
- 20. The process of selecting one or more market segments to enter is called market ________.
- 23. _________ is headquartered in Mumbai, Maharashtra, India, is a financial services company that automates bill splitting.
- 24. Pampers divides its market demographically on the basis of ________ into prenatal, new baby, baby, toddler, and preschooler.
- 25. Microsoft sold more than 60 million licenses and upgrades of Windows 8 in the first 10 weeks after its October 26, 2012, global launch. Marketing spanned 42 countries with TV, print, and banner ads, outdoor posters, and branded entertainment. They used a ________ approach for the launch.
- 26. marketing is based on the development, design, and implementation of marketing programs, processes, and activities that recognize their breadth and interdependencies.