Term
| Marketing Management process- |
|
Definition
| is the process of planning marketing activities, directing the implementation of the plans, and controlling these plans. |
|
|
Term
| Strategic (management) planning- |
|
Definition
| the managerial process of developing and maintaining a match between an organization’s resources and its market opportunities. |
|
|
Term
|
Definition
| specifies a target market and a related marketing mix. It is a big picture of what a firm will do in some market |
|
|
Term
|
Definition
| a fairly homogeneous group of customers to whom a company wishes to appeal |
|
|
Term
|
Definition
| the controllable variables the company puts together to satisfy this target grou |
|
|
Term
|
Definition
| a marketing mix is tailored to fit some specific target customers |
|
|
Term
|
Definition
| the typical production oriented approach vaguely aims at everyone with the same marketing mix. Assumes that everyone is the same |
|
|
Term
|
Definition
| is any series of firms or individuals that participate in the flow of products form producer to final user or consumer |
|
|
Term
|
Definition
| involves direct spoken communication between sellers and potential customers |
|
|
Term
|
Definition
| a personal communication between a seller and a customer who wants the seller to resolve a problem with a purchase |
|
|
Term
|
Definition
| is communicating with large numbers of customers at the same time |
|
|
Term
|
Definition
| any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor. |
|
|
Term
|
Definition
| any unpaid form of nonpersonal presentation of ideas, goods, or services |
|
|
Term
|
Definition
| refers to those promotion activites other than advertising, publicity, and personal selling that stimulate interest, trial, or purchase by final customers or others in the channel. |
|
|
Term
|
Definition
| is a written statement of a marketing strategy and the time-related details for carrying |
|
|
Term
|
Definition
| putting marketing plans into operation |
|
|
Term
|
Definition
| short run decisions to help implement strategies – may be needed |
|
|
Term
|
Definition
| blends all of the firm’s marketing plans into one big plan |
|
|
Term
|
Definition
| is the expected earnings stream of a firm’s current and prospective customers over some period of time |
|
|
Term
| Breakthrough opportunities- |
|
Definition
| opportunites that help innovators develop hard to copy marketing strategies that will be very profitable for a long time |
|
|
Term
|
Definition
| means that a firm has a marketing mix that the target market sees as better than a competitor’s mix |
|
|
Term
|
Definition
| means that the marketing mix is distinct from and better than what is available from a competitor |
|
|
Term
|
Definition
| strengths, weaknesses, opportunities and threats |
|
|
Term
|
Definition
| means trying to increase sales of a firm’s present products in its present markets |
|
|
Term
|
Definition
| means trying to increase sales by selling present products in new markets |
|
|
Term
|
Definition
| means offering new or improved products for present markets |
|
|
Term
|
Definition
| means moving into totally different lines of business, perhaps entirely unfamiliar products, markets, or even levels in the production-marketing system |
|
|
