Across
- 6. collection and interpretation of information about forces, events, and relationships in the external environemnt that may affect the future of the organization or the implementation of the marketing plan
- 9. defining a business in terms of goods and services rather than in terms of the benefits customers seek
- 10. a written document that acts as a guidebook of marketing activities for the marketing manager
Down
- 1. a statement of the firm's business based on a careful analysis of benefits sought by present and potential customers and an analysis of existing and anticipated environmental conditions
- 2. identifying internal strength (S) and weaknesses (W) and also examining external opportunities (O) and threats (T)
- 3. being the low-cost competitor in an industry while maintaining satisfactory profit margins
- 4. a set of unique features of a company and its products that are perceived byt the target market as significant and superior to those of the competition
- 5. in the portfolio matrix, a business unit that has low growth potential and a small market share
- 7. designing activities relating to marketing objectives and the changing marketing environment
- 8. the process of anticipating future events and determining strategies to achieve organizational objectives in the future