Marketing

Front 1

Strategic Planning

Back 1

The process of developing and maintaining a strategic fit between the organization's goals and capablities and its marketing opportunities

Front 2

Annual
Long Range
Strategic Plan

Back 2

Types of plans

Front 3

-Defining the Company Mission
-Setting Company Objectives and Goals
-Designing the Business Portfolio
-Planning Marketing and other Functional strategies

Back 3

Steps in Strategic Planning

Front 4

Mission Statement

Back 4

A statement of the organization's purpose-what it wants to accomplish in the longer environment.

Front 5

Mission

Back 5

Reason for a firm's existence

Front 6

Objectives/goals

Back 6

An estimated result expected in the future.

Front 7

Business Portfolio

Back 7

The collection of businesses and products that make up the company.

Front 8

-Analyzing the Business Portfolio
-Assessment of the attractiveness of each SBU

Back 8

Steps in designing a business portfolio

Front 9

Portfolio Analysis

Back 9

The process by which management evaluates the products and businesses that make up the company.

Front 10

Strategic Business Unit

Back 10

A unit of the company that has a separate mission and objectives and that can be planned independently from other company businesses.

Front 11

Growth Share Matrix

Back 11

A portfolio-planning method that evaluates a company's SBU in terms of its market growth rate and relative market share.

Front 12

Boston Consulting Group Approach

Back 12

Best known portfolio planning method.

Front 13

Star
Cash Cows
Question Marks
Dogs

Back 13

Four types of SBUs

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Star

Back 14

High growth, high share businesses or products

Front 15

Cash Cows

Back 15

Low growth, high share businesses or products.

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Question Marks

Back 16

Low share business units

Front 17

Dogs

Back 17

low growth, low share businesses and products

Front 18

Dogs

Back 18

low growth, low share businesses and products

Front 19

Product/Market Expansion Grid

Back 19

A portfolio planning tool for identifying company growth opportunities through market penetration, market development, product development or diversification.

Front 20

-market penetration
-market development
- product development
-diversification

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Product/Market Expansion Grid elements

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Market penetration

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Company growth by increasing sales of current products to current market segments without changing the product.

Front 22

Market development

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company growth by identifying and developing new market segments for current company products.

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Product development

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Company growth by offering modified or new products to current market segments.

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Diversification

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Company growth through starting up or acquiring businesses outside the company's current products and markets.

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Downsizing

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reducing the business portfolio by eliminating products or businesses units that are not profitable or that no longer fit the company's overall strategy.

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- changes in the market environment
- Have reached maturity stage
- Have entered market/product with little knowledge or experience
-Products that with no superior values

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Reasons for abandoning products and markets

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Value Chain

Back 27

The series of internal departments that carry out value creating activities to design, produce, market, deliver and support firm's products.

Front 28

Value delivery network

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The network made up of the company, it's suppliers, it's distributors, and ultimately, it's customers who partner with each other to improve the performance of the entire system.

Front 29

Marketing Strategy

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The marketing logic by which the company hopes to create customer value and achieve profitable customer relationships.

Front 30

Marketing Mix

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the set of tactical marketing tools that the firm blends to produce the response it wants in the target market.

Front 31

Market Segment

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A group of consumers who respond in a similar way to a given set of marketing efforts.

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Differentiation

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Actually differentiating the market offering to create superior customer value.

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Positioning

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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

Front 34

SWOT Analysis

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An overall evaluation of the company's strengths, weaknesses, opportunities and threats.

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Marketing Planning

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involves deciding on marketing strategies that will help the company attain its overall strategic objectives.

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Marketing Implementation

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Turning marketing strategies. and plans into marketing actions to accomplish strategic marketing objectives.

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Marketing Control

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Measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that the objectives are achieved.

Front 38

Return on Marketing investment

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The net return from a marketing investment divided by the costs of the marketing investment.

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Price
Promotion
Place
Product

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4 P's of Marketing Mix

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Analysis
Planning
Implementation
Control

Back 40

Management of Marketing

Front 41

Customer Solution
Customer cost
convenience
communication

Back 41

4 C's of Marketing

Front 42

Market Targeting

Back 42

The process of evaluating each market segment's attractiveness and selecting one or more segments to enter.