Marketing Vocabulary 3

Due to a series of failed initiatives, we seem to have lost our competitive ______________.

• border

• edge

• know-how

A successful marketer is able to determine what intangible product attributes lead to consumer ______________ to pay a premium price.

• willing

• will

• willingness

The ______________ ( = percentage/rate) of brand-loyal consumers is about 35%.

• property

• proportion

• promotion

Price-______________ consumers are the ones for whom price is the determining factor as to whether or not to buy something.

• sensitive

• savvy

• sensitivity

The measurement and management of brand value has become a major ______________ for marketers in the past couple of years.

• issue

• tone

• tool

If two products are ______________, this means they are perceived to be the same.

• indifferent

• differentiated

• undifferentiated

Generally speaking, new products that ______________ ( = offer) unique benefits to the customer have a higher commercial success rate.

• deliver

• give

• make

tangible brand attributes = ______________ brand attributes

• clear, real

• unreal, imaginary

• atypical

______________ visual cues = visual cues that are always of a similar nature

• complex

• consistent

• common

A set of products that a consumer considers for purchase is referred to as their "consideration ______________."