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8 Cards in this Set
- Front
- Back
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Strategic planning
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The managerial process of creating and maintaining a fit between the organization's objectives and resources and the evolving market opportunities
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Planning
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The process of anticipated future events and determining strategies to achieve organizational objectives in the future
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Marketing planning
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Designing activities relating to marketing objectives and the changing marketing environment
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Marketing plan
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A written document that acts as a guidebook of marketing activities for the marketing manager
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Mission statement
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A statement of the firm's business based on a careful analysis of benefits sought by present and potential customers and an analysis of existing and anticipated environmental conditions
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Marketing myopia
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Defining a business in terms of goods and services rather than in terms of the benefits customers seek
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Strategic business unit (SBU)
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A subgroup of a single business or collection of related businesses within the larger organization
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SWOT analysis
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Identifying internal strengths (S) and weaknesses (W) and also examining external opportunities (O) and threats (T)
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