Running a Business

2. Methods used by a business to inform, persuade and remind customers about its products
3. The market segment at which most of the marketing resources are directed
5. The simplest form of business ownership where one individual owns and operates the business
9. Involves two or more individuals sharing ownership and management responsibilities
10. The concept that guides decision-making and helps set long-term goals
13. The incentives which do not involve direct money to the employees
14. Borrowing money to finance the business, typically through loans or credit
15. An approach that seeks a large range of customers
16. How potential buyers perceive the product
17. The first stage in the human resource cycle

1. Financial incentives mostly used by employers to motivate employees to meet their targets
4. Raising capital by selling shares in the business
6. Any free news story about a business
7. Involves the activities of a sales representative directed to a customer in an attempt to make a sale
8. A paid, non-personal message communicated through a mass medium
11. The basic materials from which a product is made
12. When the total market is subdivided into groups of people who share one or more common characteristics