Term
| Marketing Management Process |
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Definition
| (1) Planning marketing activities (2) Directing the implementation of the jobs and (3) Controlling these plans. |
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Term
| Sategic (Management) Planning |
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Definition
| The managerial process of deceloping and mainting a match between an organizaiton's resources and its market opportunities. |
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Term
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Definition
| Specifies a target market and related marketing mix. It is a big pictuer of what a firm will do in some market. |
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Term
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Definition
| A fairly homogenous group of custmoers to whom a company wishes to appeal. |
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Term
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Definition
| The controllable variables the company puts together to satisfy this target group. |
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Term
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Definition
| Tailored marketing mix for a specific target. |
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Term
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Definition
| Vaguely aims at "everyone" with the same marketing mix. |
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Term
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Definition
| Firms or individuals who participate in the flow of products from a producer to athe final user/consumer. |
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Term
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Definition
| Direct spoken communication between sellers and potential customers. |
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Term
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Definition
| Personal communication between a sller and a customer who needs a problem resolved. |
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Term
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Definition
| Communicating with many customers at the same time. |
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Term
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Definition
| Unpaid form of personal presentation. |
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Term
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Definition
| Promotion activites other than advertising, publicity or personal selling that stimulates interest, trial or purchase. |
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Term
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Definition
| Written statement of a marketing strategy and all time related details. |
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Term
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Definition
| Putting marketing plans into operation. |
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Term
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Definition
| Short-run decisions to help implement strategies. |
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Term
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Definition
| Putting all of the firm's marketing plans into one "big" plan. |
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Term
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Definition
| Expected earnings stream (profitability) of a firm's current and prospective customers over some period of time. |
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Term
| 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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Term
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Definition
| Firm has a marketing mix that the target market see as better than the competitors mix. |
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Term
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Definition
| Marketing mix is distinct from and better than what is available from the competitor. |
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Term
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Definition
| Strengths, Weaknesses, Opportunities, Threats |
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Term
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Definition
| Trying to increase sales of a present product in its present markets. |
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Term
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Definition
| Trying to increase sales by selling present products in new markets. |
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Term
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Definition
| Offereing new or improved products in present markets. |
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Term
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Definition
| Moving into totally different lines of business. |
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