Across
- 2. research done firsthand for the first time.
- 4. statements describing the overall approach to how goals and objectives will be achieved
- 11. research which uses the scientific method and standardized questions to make generalizations and predictions; includes: questionnaires, surveys and experiments
- 14. system for gathering and organizing marketing information used in decision making
- 15. the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
- 16. specific actions which advance the strategy and achieve an end result
Down
- 1. division of the mass market based on shared characteristics
- 3. document that outlines a business's marketing problems and how they will be addressed and solved.
- 5. past research which has already been performed and often already published
- 6. specific, measurable, short-term expectations
- 7. marketing aimed at the masses without consideration of differences among them
- 8. exploratory, in-depth research involving flexible, open-ended questions; includes: interviews, observation, and focus groups.
- 9. specific group for which a business's products, services, and marketing efforts are intended.
- 10. organized effort to gather and interpret information about a market
- 12. mix of variables marketers control to influence a business’s success; the four Ps: price, product, place, promotion
- 13. broad, long-term expectations for future achievements