Ngoc Anh Tran

- Definition: Based on value proposition and business offerings, pricing strategy is defined for individual products/ lines/ services

- Example: In the smartphone market, there are different players with different pricing strategies. Pricing strategy of Apple is high pricing/ luxurious products. On the other hand, pricing strategy of Wiko is cheap smartphones

- Synonym: pricing

- Cloud services: none

- Definition: The process of defining how the company will appear in their targeted customer's eyes: if they are high-end or on the other side with cheap offers

- Example: Clothes retailers have a lot of participants. However, brand like Burberry, Dior, Channel, etc are high-end brands. H&M, C&A define themselves in a lower-end

- Synonym: Branding

- Cloud services: none

- Definition: This process defines channels to customers, determine potential partners for channels and ananlyze and manage channels performance"

- Example: Apple have 2 channels to their end customers: their own retail stores and their re-seller network

- Synonym: Channel to customers

- Cloud services: none

- Definition: This process defines which marketing channels that they want to reach out for their customers: whether they will do an online campaign or offline campaign

- Example: Including defining media channels, drect marketing channels, POS, etc.

Mc Donald's communication strategy thrrough their point of sales (POSs) because their POSs have a good location that everyone can have access to it.

- Synonym: Communication

- Cloud services: none

- Definition: The process of developing and managing customer loyalty programs in order to keep customer's retention

- Example: The Body Shop has membership programs for their customers to cummulate points. These points can be used to purchase more products late

- Synonym: Customer Loyalty

- Cloud services: Oracle_Social_Marketing_Cloud_Service_Essential_Edition,

Eloqua_Business_Intelligence_Cloud_Service