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27 Cards in this Set

  • Front
  • Back
the process of developing and maintaining a stategic fit between the prganization's goals and capabilities and its changing marketing opportunities
strategic planning
a statement of the organization's puprose--what it wants to accomplish in the larger environment
mission statement
the collection of businesses and products that make up te company
business portfolio
the process by which mangement evaluates the products and businesses making up the company
portfolio abalysis
a portolio-planning method that evaluates a company's strtgic business units in terms of their market growth rate and relative market share. SBUs are classified as stars, cash cows, question marks, or dogs.
growth-share matrix
a portfolio-planning tool for identifyig company growth opportunities through arket penetrations, market development, product development, or diversification
product/market expansion grid
a strategy for compny growth by increasing sales of current products to current market segments eithout changing the product
market penetration
a strategy for company growth by identifying and developing new market segments for current company products
market development
a strategy for company growth by offering modified or new products to current market segments
product development
a strategy for company growth through starting up or acquiring businesses outside the company's current products and markets
reducing the business portfolio by eliminating products of business units that are not profitable or that no longer fit the company's overal strategy
the series of departments that carry out value-creating activities to design, produce, market, deliver, and support a firm's products
value chain
the network made up of the company, suppliers, distributors, and ultimately customers who "partner" with each othe to improve the performance of the entire system
value-delivery network
he marketing logic by which the business unit hopes to achieve its marketing objectives
marketing strategy
dividing a market into distinct groups of buyers who have distinct needs, characterisitics, or behavior and who might require separate products or marketing programs
market segmentation
a group of customers who respond in a similar way to a given set of marketing efforts
market segment
the process of evaluating each market segment's attractiveness and selecting one or more segments to enter
market targeting
arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers
actually differentiating the market offering to create superior customer value
the set of controllable tactical marketing tools--product, price, place, and promotion--that the firm blends to produce the response it wants in the target market
marketing mix
4 P's
4 C's
customer solution
customer cost
SWOT analysis
an overall evaluation of the company's Strengths, Weaknesses, Opportunities, and Threats
the process that turns marketing strategies and lans into marketing actions in order to accomplish strategic marketing objectives
marketing implementation
the process of measuring and evaluating the results of marketing strategies and plans and taking coreective action to ensure that objectives are achieved
marketing control
a comprehensive, sstematic, independent, and periodic examination of a company's environment, objectives, strategies, and activities to determine problem areas and opportunities and to recommend a plan of action to improve the company's marketing performance
marketing audit
return on marketing investment (ROI)
the net return from a marketing investment divided by the costs of the marketing investment