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15 Cards in this Set

  • Front
  • Back
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
Three levels of organization
Business Unit
Functional Unit
Business Unit
an organization that markets a set of related products to a clearly defined group of customers
Profit vs Non Profit
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
goal vs objective
goal: Qualitative
Objective: Quantitive
Market Share
the ration of sales revenue of the firm to the total sales revenue of all firms in the industry including the firm itself
BCG Matrix
Boston Consulting Group

stars Question marks
cash cows Dogs
mission statements
a statement of the organizations scope. often identifies its customers, markets, products, technology, and values
market segmentation
aggregating prospective buyers into groups or segments
1)have common needs
2)will respond similarily to a marketing action
Market penetration
selling more product to same market
market development
selling same product to new market
product development
selling new product to old market
selling new product to new market
cross functional teams
a small number of people from different departments in an org who are mutually accountable to a common set of goals