Across
- 2. This is the share of the customer dollar that an organization would earn if all organizations in the comp set had equal demand.
- 3. _____________ Pricing – A strategic approach to pricing that promotes fairness and avoids discrimination between the consumer base.
- 4. This type of branding makes for an excellent sustainable competitive advantage because it is subjective rather than objective.
- 7. When we think of External Analyses (e.g., PESTELI), we should think of these two letters which are a part of an acronym for a type of analysis.
- 8. Allocentric and Psychocentric fall under this type of segmentation strategy.
- 10. There are two primary forms of this, the literal and figurative (i.e., branding) versions.
- 14. There are tags and stickers on products. These are called labels. But _____________ is more than this when placed in the context of branding.
- 15. This is the best type of competitive advantage.
- 17. This is a type of branding whereby one product a company makes is branded.
- 19. The process of determining the value or worth of a product or service and setting a monetary amount that customers will be charged to purchase it.
- 20. This is a step in the marketing plan where market share and fair share are identified. Indicators of success are aligned with the competition.
Down
- 1. The process of positioning two nearly identical products and making them appear different to the consumer.
- 5. An acronym for a pricing strategy that is most useful when you want to ensure that each item sold contributes to an organization’s profit.
- 6. These are graphical representations of how customers perceive branding.
- 9. A pricing strategy in which a marketer sets a relatively high price for a product or service at first, then lowers the price over time.
- 10. This, within marketing, is an organization’s road map.
- 11. This is a type of branding whereby an entire organization is branded.
- 12. _______________ Pricing - The practice of offering a low price for a new product or service during its initial offering in order to attract customers away from competition.
- 13. There are many ways to segment a market. When we segment a market based on big data, it is normally this type of segmentation.
- 16. When we leverage our logos, products, services, and other particular entities to create a recognizable and unique message.
- 18. This pricing strategy allows businesses to target different customer segments with different price points. The price points allow the business to canvas multiple market segments, in that the organization can reach different budgets and needs.
- 19. A marketing term used to describe the process of shaping how consumer perceive the products and services offered by a business in relation to similar products and services offered by competitors.