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29 Cards in this Set
- Front
- Back
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Strategic planning |
threats and opportunities |
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corporate level strategic planning |
Defining the company mission Setting company objectives andgoals Designing the business portfolio |
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What does b2c stand for? |
Business to customer |
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What does b2b stand for? |
business to business |
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Which is more challenging b2c or b2b? |
Business to business is more challenging |
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Steps in strategic planning maintain what? |
maintains a strategic fit between goals and capabilities and how it changes/reacts the market. |
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What is an organization's purpose? |
The company's mission |
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What is a mission statement |
Mission statement does not state profit, it only states the value they (the company) get from value. |
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Goals and objectives are an explanation of what? |
A mission statement |
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What is market share? |
"How much of the market is yours?" |
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What is a business portfolio? |
It is what product, what kind of business they want to include or product. example: Apple; I-phones, I-pads & macbooks |
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Portfolio Analysis looks at..? |
What to add or take away. Based on what is selling or should sell. |
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BCG Growth share Matrix |
It is the placement of your product, service or experience within the market growth rate and the relative market share. |
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In the BCG growth-share matrix, what are the four types of products? |
Star = high share & desired product ? = High market share but your share is low Cash Cow = generating cash, you have a high share Dog = You don't have a share and your product is not moving |
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Existing products and existing markets = |
Market penetration |
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Existing markets and new products = |
Product Development |
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New Markets and existing products = |
Market development |
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New Markets and New Products = |
Diversification |
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What part of a company affects customer satisfaction? |
every aspect |
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Value delivery Network includes? |
Companies value chain Suppliers Distributors Customers |
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What drives Marketing Strategy? |
Marketing mix aka the four P's |
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Marketing Strategy starts with? |
Segmentation |
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How to segment? |
Geographic Demographic Psychographic Behavioural |
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What is positioning? |
Attempting to occupy a desirable place in the minds of target consumers |
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What is Differentiation? |
Creating unique & superior customer value |
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Downsizing? |
eliminates products or businessunits that are not profitable or no longer fit the company’s overall strategy |
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What are the four C's (Buyers view of the Four P's)? |
Customer Solution Customer Cost Convienece Communication |
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Managing Marketing? |
Planning, implementation and control |
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Marketers must be? |
Analytical |
