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Marketing Principles

Horizontales
the specific group of consumers most likely to want your product or service, and therefore, the group of people who should see your ad campaigns
Involves a focus on achieving high-quality products; effective branding and positioning is key.
Marketing is a organizational function and a set of processes for creating, capturing, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
The grouping of consumers according to easily measured, objective characteristics such as age, gender, income, and education.
Cost consumers pay for a product.
The part of the strategic marketing planning process when marketing executives, in conjunction with other top managers, (1) define the mission or vision of the business and (2) evaluate the situation by assessing how various players, both in and outside the organization, affect the firm’s potential for success.
Verticales
A segmentation method that divides customers into groups based on how they use the product or service. Some common behavioral measures include occasion and loyalty
Where a company sells a product and how to deliver the product to the market.
A broad description of a firm’s objectives and the scope of activities it plans to undertake
Advertising, public relations, and promotional strategy.
A written document composed of an analysis of the current marketing situation, opportunities and threats for the firm, marketing objectives and strategy specified in terms of the four Ps, action programs, and projected or pro forma income (and other financial) statements.
A good or service that a company offers to customers and it should fulfill an existing consumer demand