Exam 14: Creating a Startup Funding Strategy

Building brand equity requires that customers form an emotional attachment to a brand.

____ benefits that customers appreciate include such things as access, saving money, saving time, convenience, and health. ​

To the extent that entrepreneurs can predict the points of takeoff (optimism)and slowdown (pessimism)in the ____, they can better manage demand. ​

____ combine(s)technology, training, and business strategy in a system for gathering and using information on current and prospective customers. ​

Briefly discuss what it means to become a value-added company.

The Yellow Pages do not effectively generate awareness of new products/services in the early stages.

The marketing message or pitch presents the ____ of a product/service as a solution to the problem the customer is experiencing.

Even though the term ____ has negative connotations, it is widely used to describe a marketing strategy that entices customers to pass on marketing messages to others. ​

____ marketing is widely used to describe a marketing strategy that entices customers to pass on the marketing message to others.

The book Diffusion of Innovations identifies the group of customers who tend to purchase a product only if they absolutely have to as the ____. ​