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26 Cards in this Set

  • Front
  • Back
corporate level
top mgmt directs overall strategy for entire org
busines unit
org that markets a set of related products to a clearly defined group of customers
business unit level
lvl at which business unit mgers set the direction for their products and markets to exploit value-creating opportunities
functional level
where groups of specialists create value for the org
cross-functional teams
small number of pple from diff departments in an org who are mutually accountable to a common set of performance goals
statement of the org's scope
identifies markets, customers, products, tech, and values
mission into targeted levels of performance to be acheived: profit, sales, market share, quality, customer satisfaction, employee welfare, social responsibility
org's special capabilities, skills, tech, and resources that distinguish it from other orgs; exploit for success
competitive advantage
unique strength rel to competitiors; based on quality, time, cost, or innovation
Business portfolio analysis
uses quantified performance measures and growth targets to analyze a firm's business units (SBUs) as though they were a colloection of sep investments
usually ?, then star, cash cow, dog
cash cows
high cash, low growth
low cash, high growth
? or problem children
low cash, high growth
low cash, low growth
market penetration
increasing sales in existing market
market development
same product, new market
product development
new product, same market
new product, new market
situation analysis
taking stock of where the firm/product has been recently, where it is now, and where it is headed in terms of org's plans and external factors and trends affecting it
SWOT analysis
internal Strengths, Weaknesses, and external Opportunities and Threats
-id trends in industry
-analyze competitors
-assess firm
-research present and prospective customers
use to: build on a srength, correct a weakness, exploit an opportunity, avoid a threat
market segmentation
segments have: common needs and will respond similarly to marketing action
Goal setting
set marketing and product goals, select target markets, find points of difference(what makes product diff from competitive sub), position the product
marketing mix strategies
product strategy, price strategy, promotion strategy, place (distribution) strategy
4 components of implementation phase
obtain resources, design marketing org, develop schedules, execute marketing program designed in planning phase
control phase
compare results of marketing program w/goals in written plans to id deviations, acto on these deviations by correcting negative deviations and exploiting positive ones
planning gap
diff btwn projection of the path to read a new goal and projection of the path of the results of a plan already in place