L2Chapter 1: Intro to Marketing

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Across
  1. 6. (Two words) limited, or short-term, incentives to entice guests to patronize an operation; for example, offering two-for-one entrées.
  2. 10. Paying to present or promote an operation’s products, services, or identity; can be conducted through multiple mediums, such as television, radio, newspapers, storefronts, and the Internet
  3. 11. _____ mix: all the elements that make an operation look unique and contribute to its identity, including the layout, size, type of furniture used, decorations, color scheme, lighting, and service uniform
  4. 13. The way an operation looks and feels to the guests
  5. 15. A group of people, also known as customers or guests, who desire a product or service
Down
  1. 1. (two words) The process by which an operation interacts with the community at large in order to build good relations with the community, gain favorable publicity, and enhance the operation’s image; for example, sponsoring local sports teams or holding a charity event.
  2. 2. ______ Marketing: The people an operation intends to pursue as guests.
  3. 3. (Two Words)A list of steps an operation must take to sell a product or service to a specific market; each will have five main components: (1) research the market, (2) establish objectives, (3) develop a market strategy, (4) implement an action plan, and (5) evaluate/modify the action plan as needed.
  4. 4. A type of promotion when two or more sponsors develop complementary promotions or offer complementary promotional materials; for example, a restaurant hands out coupons for free admission to a
  5. 5. _______ mix: All of the ways an operation actively tries to reach, or communicate with, its desired guests, including through advertising, as well as through its menu, guest survey requests and other guest feedback requests, local community outreach, and Internet social networking sites
  6. 7. An analysis of identifying an operation’s strengths, weaknesses, opportunities, and threats as a simple way for the management of an operation to understand its current situation and take advantage of the opportunities open to it; also called a situation assessment.
  7. 8. ______:Marketing that treats people as being different from each other and tries to make a focused appeal to a distinct group of guests.
  8. 9. The process of communicating a business’s message to its market/guests
  9. 12. (Two words) The people an operation intends to pursue as guests.
  10. 14. event, and the sports arena hands out coupons for a free appetizer at that restaurant