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21 Cards in this Set
- Front
- Back
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Strategic planning
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The process of developing and maintaining a stategic fit between the organisation's goals and capabilities and its changing marketing opportunities.
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Mission statement
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A statemnet of the organisation's purpose.
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SBU
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The key businesses that make up a company.
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Business portfolio
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The collection of businesses and products that make up the company.
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Portfolio analysis
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The process by which management evaluates the products and businesses that make up a company.
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BCG growth-share matrix
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A measure that divides products into 4 types: cash cows (Low growth/high market share), Stars (High growth/high market share), Question marks (high growth/low market share), Dogs (Low growth/low market share)
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Product/market expansion grid
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Market penetration (Existing market/Existing products), Product development (Existing market/New product), Market development (New market/Existing product), Diversification (New market/New product)
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Value chain
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A series of internal departments that carry out value creating activities to design, produce, market, deliver, and support a firms products.
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Value delivery network
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A network made up of the company, suppliers, distributors and ultimately customers who partner with each other to improve the performance of the entire system.
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Marketing strategy
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The marketing logic by which the company hopes to create customer value and achieve profitable customer relationships.
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Marketing segmentation
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The dividing up of the market into distinct groups of buyers.
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Market segment
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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 targeting
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The process of evaluating each market segment's attractivness and selecting one or more segments to enter.
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Positioning
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Arranging for a product to occupy a clear, distinctive and desirable place rrelative to competeing products in the minds of the target market.
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Differentiation
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Actually differentiating the market offering to create superior customer value.
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Marketing mix
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Product, Price, Place, Process, Promotion, People, Physical evidence.
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SWOT
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Strengths, Weaknesses, Opportunities, Threats
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Marketing implementation
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The process that turns marketing stratigies and plans into marketing actions in order to accomplish strategic marketing goals.
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Sections of a marketing plan
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Executive summary, current marketing situation, Threats and opportunities analysis, Objectives and issues, Marketing strategy, Action programs, Budgets, Controls.
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Marketing control
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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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Return on marketing investment
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The net return of the marketing investment divided by the costs of the marketing investment.
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