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17 Cards in this Set
- Front
- Back
- 3rd side (hint)
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Action Item List |
An aid to implementing a marketing plan consisting of four columns 1. The task 2. The person responsible for completing that task 3. the date to finish the task 4. what is to be delivered |
Four Columns |
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Cost Focus Strategy |
One of Porter's generic business strategies that involves controlling expenses and, in turn, lowering product prices targeted at a narrow range of market segments |
Porter |
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Cost leadership Strategy |
One of Porter's generic business strategies that focuses on reducing expenses and, in turn, lowers product prices while targeting a broad array of market segments |
Porter |
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Differentiation Focus Strategy |
One of Porter's generic business strategies that requires products to have significant points of difference to target one or only a few market segments |
Porter |
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Differentiation Strategy |
One of Porter's generic business strategies that requires products to have significant points of difference to charge a higher price while targeting a broad array of market segments |
Porter |
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Functional Groupings |
Organizational groupings that represent the different departments or business activities within a firm |
Organizational Grouping |
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Generic Business Strategy |
A strategy that can be adopted by any firm, regardless of the product or industry involved, to achieve a competitive advantage |
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Geographical Groupings |
Organizational groupings in which sales territories are subdivided according to geographical location |
Organizational Grouping |
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Line Positions |
Managers who have the authority and responsibility to issue orders to the people who report to them |
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Market-Based Groupings |
Organizational groupings that use specific customer segments |
Organizational Grouping |
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Marketing ROI |
The application of modern measurement technologies to understand, quantify, and optimize marketing spending |
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Product Line Groupings |
Organizational groupings in which a unit is responsible for specific product offerings |
Organizational Grouping |
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Program Champion |
The person in a company who is able and willing to cut red tape and move the program forward
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Sales Response Function |
Relates the expense of marketing effort to the marketing results obtained |
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Share Points |
An analysis that uses percentage points of market share as the common basis of comparison to allocate marketing resources effectively for different product lines within the same firm |
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Staff Positions |
People who have the authority and responsibility to advise people in line positions but cannot issue direct orders to them |
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Synergy Analysis |
Seeks opportunities by finding the optimum balance between marketing efficiencies versus R&D-manufacturing efficiencies |
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