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Flashcards in Review Deck (15):
1

4) Customer Value Types

1. Economical
2. Experiential
3. Social
4. Functional

2

4) Consumer decision process

1. Need Recognition
2. Information Search
3. Evaluation and Purchase
4. Post-Choice Evaluation

3

Analytic Methods for Identifying Closest Competitors

1. Customer Judgement
2. Purchase Records

4

Importance Performance Model can be explained with

3 C's

5

Points of Parity

Both us and competitors are able to provide

6

Point of Difference

ONLY one party is able to offer (either us or they)

7

5-box

Current Belief
Current Behavior
Customer Proposition
Customer Belief
Customer Behavior

8

Draw ttual Map

ey

9

Three broad classes of product attributes

1. Search attributes
2. Experience attributes
3. Credence attributes

10

Types of vertical integration

Forward and Backwards

11

3) Advertising Objectives

1. Awareness
2. Consideration
3. Remind

12

3) Price Discrimination types

1st willingess to pay
2nd BULK
3rd segments

13

Pricing Tactics

1. Loss Leader pricing
2. Competitive Pricing
3. Markup Pricing

14

Strategic Business Units lead to

1. Under-investment in Core Competencies
2. Imprisoned resources
3. Bounded Innovation

15

Formal Positioning Statement

is a company blah