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L-2.2 CH 1 Intro to Marketing

Across
The process by which an operation interacts with the community at large in order to build good relations with the community, gain favorable publicity, and enhance the operation’s image; for example, sponsoring local sports teams or holding a charity event.
The process of communicating a business’s message to its market/guests.
Limited, or short-term, incentives to entice guests to patronize an operation; for example, offering two-for-one entrées.
A brief presentation of promotional information written to sound like a news article; also called a news release.
The people an operation intends to pursue as guests.
Down
Paying to present or promote an operation’s products, services, or identity; advertising can be conducted through multiple mediums, such as television, radio, newspapers, storefronts, and the Internet.
A group of people, also known as customers or guests, who desire a product or service.
The process of identifying an operation’s strengths, weaknesses, opportunities, and threats as a simple way for the management of an operation to understand its current situation and take advantage of the opportunities open to it; also called a situation assessment.
The combination of all the factors that go into creating, developing, and selling a product.