Term
| kinds of organizations today |
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Definition
- organization
- business firm (profit)
- industry
- offerings
- nonprofit organization
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Definition
| oversees the 3 levels of strategy in organizations: corporate, business unit, and functional |
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Term
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Definition
- establish a foundation
- set a direction
- create strategies to successfully develop and market their offerings
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Term
| organizational foundation |
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Definition
- core values
- mission/vision
- organizational culture
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Term
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Definition
- business
- goals (objectives)
- long term
- short term
- SMART
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Term
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Definition
goals or objectives
- specific
- measurable
- attainable
- relevant
- time-based
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Term
| organizational strategies |
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Definition
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Term
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Definition
- market penetration
- market development
- product development
- diversification
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Term
| strategic marketing process 3 phases |
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Definition
- planning
- swot analysis
- market product focus and goal setting
- marketing program
- implementation
- evaluation
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Term
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Definition
- swot analysis
- strengths
- weaknesses
- opportunities
- threats
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Term
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Definition
- market-product focus and goal setting
- market segmentation
- points of difference
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Term
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Definition
- marketing program
- product strategy
- price strategy
- promotion strategy
- place (distribution) strategy
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Term
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Definition
- obtaining resources
- designing the marketing organization
- developing planning schedule
- executing the marketing program
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Term
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Definition
- comparing results with plans to identify deviations
- acting on deviations (positive or negative)
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Term
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Definition
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the money left after a business firm’s total expenses are subtracted from its total revenues and is the reward for the risk it undertakes in marketing its offerings.
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Term
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Definition
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an organization’s long-term course of action designed to deliver a unique customer experience while achieving its goals
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Term
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Definition
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the level in an organization where top management directs overall strategy for the entire organization.
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Term
| strategic business unit (SBU) |
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Definition
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a subsidiary, division, or unit of an organization that markets a set of related offerings to a clearly defined group of customers |
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Term
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Definition
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is the level in an organization where groups
of specialists actually create value for the organization.
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Term
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Definition
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consist of a small number of people from different departments in an organization who are mutually accountable to accomplish a task or common set of performance goals.
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Term
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Definition
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the fundamental, passionate, and enduring principles of an organization that guide its conduct over time.
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Term
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Definition
| a statement of the organization’s function in society that often identifies its customers, markets, products, and technologies. The term is often used interchangeably with vision |
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Definition
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consists of the set of values, ideas, attitudes, and norms of behavior that is learned and shared among the members of
an organization.
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Term
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Definition
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the clear, broad, underlying industry or market sector of an organization’s offering.
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Term
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Definition
| the strategies an organization develops to provide value to the customers it serves |
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Term
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Definition
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the statements of an accomplishment of a task to be achieved, often by a specific time.
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Term
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Definition
| the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry, including the firm itself |
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Term
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Definition
| the visual computer display of the essential information related to achieving a marketing objective |
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Term
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Definition
| a measure of the quantitative value or trend of a marketing activity or result |
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Term
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Definition
| a road map for the marketing activities of an organization for a specified future time period, such as one year or five years. |
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Term
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Definition
| a road map for the entire organization for a specified future time period, such as one year or five years. |
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Term
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Definition
| an unique strength relative to competitors that provides superior returns, often based on quality, time, cost, or innovation. |
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Term
| business portfolio analysis |
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Definition
| a technique that managers use to quantify performance measures and growth targets to analyze its clients’ strategic business units (SBUs) as though they were a collection of separate investments. |
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Term
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Definition
| a technique that helps a firm search for growth opportunities from among current and new markets as well as current and new products. |
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Term
| business portfolio analysis |
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Definition
| a technique that managers use to quantify performance measures and growth targets to analyze its clients’ strategic business units (SBUs) as though they were a collection of separate investments. |
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Term
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Definition
| a technique that helps a firm search for growth opportunities from among current and new markets as well as current and new products. |
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Term
| strategic marketing process |
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Definition
| the approach whereby an organization allocates its marketing mix resources to reach its target markets |
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Term
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Definition
| involves taking stock of where the firm or product has been recently, where it is now, and where it is headed in terms of the organization’s marketing plans and the external factors and trends affecting it. |
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Term
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Definition
| an acronym describing an organization’s appraisal of its internal Strengths and Weaknesses and its external Opportunities and Threats |
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Term
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Definition
| involves aggregating prospective buyers into groups, or segments, that (1) have common needs and (2) will respond similarly to a marketing action. |
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Term
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Definition
| those characteristics of a product that make it superior to competitive substitutes. |
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Term
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Definition
| the means by which a marketing goal is to be achieved, usually characterized by a specified target market and a marketing program to reach it. |
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Term
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Definition
| the detailed day-to-day operational decisions essential to the overall success of marketing strategies. |
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