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11 Cards in this Set
- Front
- Back
- 3rd side (hint)
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marketing concept
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managerial philosophy where management is focused on helping customers satisfy their needs
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marketing orientation
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an organization-wide commitment to researching and responding to consumer's needs & wants
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marketing management
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planning, organizing, implementing and controlling marketing activities
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relationship marketing
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establishing long-term, mutually satisfying buyer-seller relationships
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strategic planning
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establishing an organizational mission and formulating goals, corporate strategy, marketing strategy, marketing objectives and marketing plan
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corporate strategy
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determines how resources will be used in functional areas (departments) to reach org's goals
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mission statement, objectives, values, resource development
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strategic business unit strategy
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business definition, competitive strategy, objectives, resource allocation and management
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marketing strategy
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plan for identifying & analyzing target markets
develop MMix achieve org's goals |
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marketing plan
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written document specifying activities to perform to implement organization's marketing activities
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mission statement
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long term view of what company wants to become
(e.g. UK's no. 1 retailer of wine) |
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marketing objective
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statement of what you want marketing activities to achieve
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