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Chapter 11, 12 and 13

Horizontales
the particular group of people or organizations on which a firm’s marketing efforts are focused
series of stages in a product’s commercial life
large product-line retailer offering a variety of food and food-related items in specialized departments
extent to which a brand name comes to mind when a consumer considers a particular product category
the group of products that a firm makes available for sale
network of communications that flow among people and organizations interacting through an online platform
inexpensive physical goods that are consumed rapidly and regularly
cost that changes with the quantity of a product produced and sold
brand-name product that a wholesaler or retailer has commissioned from a manufacturer
Verticales
form, time, place, and possession
network of interdependent companies through which a product passes from producer to end user
"let the buyer beware" the principle that the buyer alone is responsible for checking the quality and suitability of goods before a purchase is made.
sales volume at which the seller’s total revenue from sales equals total costs (variable and fixed) with neither profit nor loss
the collection, storage, and retrieval of data in electronic files
setting an initially high price to cover new product costs and generate a profit