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17 Cards in this Set
- Front
- Back
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Ch2. Business portfolio |
The collection of businesses and products that makes up the company |
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Ch2. Portfolio analysis |
The process by which management evaluates the products and businesses that make up the company |
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Ch2. Growth-share matrix |
A portfolio-planning method that evluates a company's SBUs in terms of market growth rate and relative market share |
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Ch2. Differentiation |
Actually differentiating the market offering to create superior customer value |
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Ch2. Diversification |
Company growth through starting up or acquiring businesses outside the company's current producs and markets |
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Ch2. Marketing mix |
The set of tactical marketing tools - product, price, place, and promotion - that the firm blends to produce the response it wants in the target market |
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Ch2. Market development |
Company growth by identifying and developing new market segments for current company products |
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Ch2. Market penetration |
Company growth by increasing sales of current products to current market segments without changing the product |
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Ch2. Market segmentation |
Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviorsm and who might require separate products or marketing programs |
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Ch2. Market targeting |
The process of evaluating each market segment's attractiveness and selecting one or more segments to enter |
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Ch2. Mission statement |
A statement of the organization's purpose - what it wants to accomplish in the larger environment |
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Ch2. Product development |
Company growth by offering modified or new products to current market segments |
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Ch2. Product/market expansion grid |
A portfolio-planning tool for indentifying copany growth opppurtunities through market penetration, market development, product development, or diversification. |
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Ch2. Strategic planning |
The process of developing and maintaining strategic fit between the organization's goals and capabilities and its changing marketing opurtunities |
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Ch2. Value-delivery network |
The network made up of the company, the suppliers, its distributors, and, ultimately, the customers who partner with each other to improve the performance of the entire system |
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Ch2. Value chain |
The series of internal departments that carry out value-creating activities to design, produce, market, deliver, and support a firm's products |
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