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13 Cards in this Set
- Front
- Back
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The managerial process of creating and maintaining a fit between the organization’s objectives and resources and evolving market opportunities |
Strategic planning |
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A subgroup of a single business or collection of related businesses within the larger organization |
Strategic business unit |
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A marketing strategy that tries to increase market share among existing customers |
Market Penetration |
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A marketing strategy that entails attracting new customers to existing products |
Market Development |
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A marketing strategy that entails the creation of new products for present market |
Product Development |
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A strategy of increasing sales by introducing new products into new markets |
Diversification |
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A Tool for allocating resources among products or strategic business units on the basis of relative market share and market growth rate |
Portfolio Mix |
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In the portfolio matrix, a business unit that is a fast growing market leader |
Star |
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In the portfolio matrix, a business unit that generates more cash than it needs to maintain its market share |
Cash cow |
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In the portfolio matrix, a business unit that shows rapid growth but poor profit margin |
Problem child(also called question mark) |
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In the portfolio matrix, a business unit that has low growth potential and a small market share |
Dog |
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Defining a business in terms of goods and services rather than in terms of the benefits customer’s seek |
Marketing Myopia |
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Identifying internal strength(S) and weaknesses(W) and also examining external opportunities(O)and threats(T) |
SWOT analysis |
