Media Forum

3. An exclusive right granted for a new invention (often government approved), so that competitors cannot copy the design.
4. The market segment that the firm chooses to focus their marketing activities on.
5. The type of marketing where the firm deals with customers by phone.
8. The firm's top-level game plan.
10. Part of our place mix, we use one (or more) to reach the market via intermediaries.
12. Introducing a marketing mix change as an experiment, known as marketing.
13. A large event, like a trade show, where business products are promoted (use short four- letter term).
15. .
17. The type of demand that changes significantly when prices are changed.
18. The term for the overall process of managing (transporting and storing) our supplies and products.
21. Usually considered the centerpiece of the marketing mix elements
22. The marketing mix element where the firm places a value on their product.
23. Maslow's model shows needs in this structure.
25. A promotion tactic where the firm gives away free .
26. In terms of consumption, customers can be a light or a heavy
27. Initial stage of the new product process: generation.

1. A favorable (or not) view, opinion, assessment of a brand held by a consumer.
2. The process of dividing a market into related groups of consumers.
6. Highest sales phase of the PLC.
7. .
9. Between introduction and maturity on the product life cycle
11. A key role of marketing is to meet these for consumers.
14. A market structure made up of a few large dominant firms.
16. A segmentation approach based upon location.
19. A qualitative form of market research known as a ___group.
20. The Receiver of the Information or the services is also known as
24. The initial sales step before the adoption phase for new-to-the-world products.