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15 Cards in this Set
- Front
- Back
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Strategic marketing process
phases and substeps |
1) planning: SWOT, MKT, MKT program
2)Implementation: Resources, design org., develop schedules, execute program 3)Control: Compare results, act on the deviations |
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Three levels of organization
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Corporate
Business Unit Functional Unit |
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Business Unit
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an organization that markets a set of related products to a clearly defined group of customers
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Profit vs Non Profit
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Profit-reward to a business firm for the risk it takes for offering the product
Non Profit-non gov. org. that serves its customers but does no have profit as a goal |
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goal vs objective
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goal: Qualitative
Objective: Quantitive |
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Market Share
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the ration of sales revenue of the firm to the total sales revenue of all firms in the industry including the firm itself
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BCG Matrix
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Boston Consulting Group
stars Question marks cash cows Dogs |
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mission statements
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a statement of the organizations scope. often identifies its customers, markets, products, technology, and values
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market segmentation
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aggregating prospective buyers into groups or segments
1)have common needs 2)will respond similarily to a marketing action |
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Market penetration
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selling more product to same market
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market development
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selling same product to new market
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product development
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selling new product to old market
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diversification
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selling new product to new market
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cross functional teams
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a small number of people from different departments in an org who are mutually accountable to a common set of goals
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swot
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Strengths
Weaknesses Opportunities Threats |
