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25 Cards in this Set
- Front
- Back
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The collection of businesses and products that make up the company.
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business portfolio
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Actually differentiating the market offering to create superior customer value.
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differentiation
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A strategy for company growth through starting up or acquiring businesses outside the company's current products and markets.
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diversification
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Reducing the business portfolio by eliminating products of business units that are not profitable or that no longer fit the company's overall strategy.
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downsizing
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A portfolio-planning method that evaluates a company's strategic business units in terms of their market growth rate and relative market share. SBUs are classified as stars, cash cows, question marks, or dogs.
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growth-share matrix
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A strategy for company growth by identifying and developing new market segments for current company products.
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market development
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A strategy for company growth by increasing sales of current products to current market segments without changing the product.
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market penetration
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A group of consumers who respond in a similar way to a given set of marketing efforts.
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market segment
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Dividing a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate products or marketing programs.
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market segmentation
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The process of evaluating each market segment's attractiveness and selecting one or more segments to enter.
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market targeting
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A comprehensive, systematic, independent, and periodic examination of a company's environment, objectives, strategies, and activities to determine problem areas and opportunities and to recommend a plan of action to improve the company's marketing performance.
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marketing audit
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The process of measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are achieved.
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marketing control
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The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives.
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marketing implementation
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The set of controllable tactical marketing tools-- product, price, promotion and place-- that the firm blends to produce the response it wants in the target market.
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marketing mix
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The marketing logic by which the business unit hopes to create customer value and achieve profitable customer relationships.
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marketing strategy
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A statement of the organization's purpose -- what it wants to accomplish in the larger environment.
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mission statement
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The process by which management evaluates the products and businesses making up the company.
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portfolio analysis
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Arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.
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positioning
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A strategy for company growth by offering modified or new products to current market segments; Developing the product concept into a physical product in order to ensure that the product idea can be turned into a workable market offering.
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product development
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A portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversification.
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product/market expansion grid
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The net return from a marketing investment divided by the costs of the marketing investment.
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return on marketing investment
(marketing ROI) |
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The process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities.
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strategic planning
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An overall evaluation of the company's strengths, weaknesses, opportunities, and threats.
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SWOT analysis
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The series of departments that carry out value-creating activities to design, produce, market, deliver, and support a firm's products.
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value chain
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The network made up of the company, suppliers, distributors, and ultimately customers who "partner" with each other to improve the performance of the entire system in delivering customer value.
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value delivery network
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