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13 Cards in this Set
- Front
- Back
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in most companies, marketing resource allocation decisions are made at the SBU or |
product line |
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product has recent high rate of growth, dominates market, needs more money to establish firmly. using BCG portfolio analysis: |
Star |
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developing new product ideas for exsisting customers |
product development |
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market penetration includes increasing advertising and sales promotions. May also add: |
getting the stores who carry her products to promote them more heavily |
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____ growth strategy employs the existing market offering to reach new market segments |
market development |
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restricting entry into the market by professionals from other states limits ___ growth strategies |
market development |
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telling an existing customer about new products similar to old product |
product development |
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offering better service offers value through: |
customer excellence |
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third step in the strategic marketing planning process |
identify and evaluate opportunities |
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thinking about how two companies fit together |
define the business mission |
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after defining the business mission, what should a firm do next to develop a marketing plan? |
perform a situation analysis |
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product is market leader in a new and fast-growing market |
invest heavily to achieve maximum potential |
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best way to build a sustainable competitive advantage using product excellence |
positioning the product using a clear, distinctive brand image |
