Term
| Marketing Management Process |
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Definition
| the process of (1) planning marketing activities, (2) directing the implementation of the plans, and (3)controlling these plans |
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| strategic (management) planning |
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Definition
| the managerial process of developing and maintaining a match between an organization's resources and it market opportunities. |
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Definition
| specifies a target market and a related marketing mix |
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| a fairly honogeneous (smiliar) group of customers to whom a company wishes to appeal |
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| the controllable varibles the company puts together to satisfy this target group |
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Definition
| a marketing mix is tailored to fit some specific target customers |
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| the typical production-oriented approach-vaguely aims at everyone with the same marketing mix |
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| any series of firms (or individuals) that participate in the flow of products from producer to final user or consumer |
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Definition
| direct spoken communication between sellers and potential customers |
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| a personal communication between a seller and a customer who wants the seller to resolve a problem with a purchase-is often a key to building repeat customers |
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| communicating with large numbers of customers at the same time |
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| any paid form of nonpersonal presentation of ideas, goods, or services by an indentified sponsor |
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Definition
| and unpaid form of nonpersonal presntation of ideas, goods, or services-another important form of mass selling |
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Definition
| refers to those promotion activies- other than advertising, publicity, and personal selling- that stimulate interest, trail, or purchase by final customer or others in a channel |
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Definition
| a written statement of a marketing strategy and the time-related details for carrying out the strategy |
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Definition
| putting marketing plans into operation |
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| short-run decisions to help implement strategies |
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Definition
| blends all of the firm's marketing plans into one "big" plan |
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Definition
| the expected earnings stream (profitability) of a firms's current and prospective customer over some period of time |
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| breakthrough opportunities |
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Definition
| opportunities that help innovators develop hard to copy marketing strategies that will be very profitable for a long time |
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Definition
| a firm has a merketing mix that the target market sees as better than a competitors mix |
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| the marketing mix is distinct from and better than what is available from a competitor |
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| identifies and lists the firm's strengths and weaknesses and its opportunities and threats |
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| trying to increase sales of a firm's present products in its present markets |
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Definition
| trying to increase sales by selling present products in a new market |
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Definition
| offering new or improved products for present markets |
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Definition
| moving into totally different lines of business |
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