Across
- 6. At a minimum, this is a database of customer contacts, purchase history and technical support. Additional elements can include profiles of potential clients, understanding and leveraging the needs of current customers, and enhanced customer service based on data analysis
- 9. A pricing method in which the price of a product is changed according to its demand; a product will have a higher price when the demand is strong and a lower price when it is weak.
- 11. A pricing method in which a seller uses prices of competing products as a benchmark instead of considering own costs or the customer demand
- 12. A strategy that either emphasizes features or image to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer
- 16. All people who share the same wants and who have the ability to purchase a specific product or service.
- 17. Information in an unorganized form that have a relationship with current conditions, ideas or knowledge
- 20. The study of internal and external factors that affect marketing strategy.
- 22. A written document that includes a market and strategic overview, background information, role of research, objectives, suggested approach and research target, reporting requirements, timing, budget and existing research or other information related to the study
- 24. A benefit of a good or service that differentiates it from other products
- 25. Occurs when mistakes are made by the interviewer. These may include influencing the respondent in some way, asking questions in the wrong order, or using slightly different phrasing (or tone of voice) than other interviewers. It can also include intentional errors such as cheating and fraudulent data entry
- 26. A process that involves selecting and evaluating channel members to monitor the movement of a product from producer or manufacturer to end user
- 28. Choices made about advertising, personal selling, sales promotion and public relations used to communicate, inform and persuade potential and current customers
- 29. Exhibit of products or services of interest to a specific industry
- 30. A method developed by Dr. Rensis Likert that attributes quantitative value to qualitative data, to make it easier to analyze. A Number is assigned to each potential choice and a mean figure for all the responses is computed at the end of the evaluation or survey. Likert scales usually have five potential choices (strongly agree, agree, neutral, disagree, strongly disagree)
Down
- 1. Desirable attribute of a good or service, which a customer perceives he or she will get from purchasing
- 2. When a salesperson encourages a consumer to purchase utilizing information regarding services available
- 3. Promotional activities that are designed to create a good image with the public
- 4. The public perception of a business
- 5. The path a message travels
- 7. The process of communicating with a particular group who is most likely to become customers. A target market is usually defined by demographic, geographic and psychographic characteristics
- 8. A method used to collect information on the likelihood that people will demonstrate some type of predictable behavior regarding the purchase of a product or service
- 10. Marketing relationships that occur when two compatible companies work together to increase brand awareness for one another
- 13. The process of helping a customer purchase a product or service and/or provide assistance after a purchase has been made
- 14. All marketing activities other that advertising, public relations, and personal selling that are directed at a customer to increase sales
- 15. Strategy that encourages a new product to be associated with a well-established company name. Can be used with any product that a business sells or a brand that represents the entire business
- 18. A statistical study to identify patterns or trends in a marketing situation.
- 19. A Promise that is given to a consumer that a product will meet certain standards
- 21. Occurs when respondents do not reveal their true opinions on a subject. They may misunderstand the question, fail to understand their opinions, lie, or try to present themselves in a favorable light
- 23. A financial calculation to determine the profitability returned to the business based on funds spent on communicating with potential customers
- 27. The selling message in a promotional message