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