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27 Cards in this Set
- Front
- Back
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the process of developing and maintaining a stategic fit between the prganization's goals and capabilities and its changing marketing opportunities
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strategic planning
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a statement of the organization's puprose--what it wants to accomplish in the larger environment
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mission statement
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the collection of businesses and products that make up te company
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business portfolio
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the process by which mangement evaluates the products and businesses making up the company
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portfolio abalysis
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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.
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growth-share matrix
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a portfolio-planning tool for identifyig company growth opportunities through arket penetrations, market development, product development, or diversification
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product/market expansion grid
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a strategy for compny growth by increasing sales of current products to current market segments eithout changing the product
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market penetration
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a strategy for company growth by identifying and developing new market segments for current company products
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market development
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a strategy for company growth by offering modified or new products to current market segments
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product development
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a strategy for company growth through starting up or acquiring businesses outside the company's current products and markets
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diversification
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reducing the business portfolio by eliminating products of business units that are not profitable or that no longer fit the company's overal strategy
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downsizing
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the series of departments that carry out value-creating activities to design, produce, market, deliver, and support a firm's products
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value chain
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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
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value-delivery network
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he marketing logic by which the business unit hopes to achieve its marketing objectives
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marketing strategy
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dividing a market into distinct groups of buyers who have distinct needs, characterisitics, or behavior and who might require separate products or marketing programs
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market segmentation
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a group of customers who respond in a similar way to a given set of marketing efforts
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market segment
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the process of evaluating each market segment's attractiveness and selecting one or more segments to enter
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market targeting
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arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers
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positioning
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actually differentiating the market offering to create superior customer value
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differentiation
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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
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marketing mix
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4 P's
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product
price place promotion |
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4 C's
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customer solution
customer cost convenience communication |
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SWOT analysis
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an overall evaluation of the company's Strengths, Weaknesses, Opportunities, and Threats
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the process that turns marketing strategies and lans into marketing actions in order to accomplish strategic marketing objectives
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marketing implementation
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the process of measuring and evaluating the results of marketing strategies and plans and taking coreective action to ensure that objectives are achieved
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marketing control
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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
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marketing audit
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return on marketing investment (ROI)
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the net return from a marketing investment divided by the costs of the marketing investment
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