Term
|
Definition
| the process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities |
|
|
Term
|
Definition
| a statement of the organization's purpose- what it wants to accomplish in the larger environment |
|
|
Term
|
Definition
| the collection of businesses and products that make up the company |
|
|
Term
|
Definition
| the process by which management evaluates the products and businesses that make up the company |
|
|
Term
|
Definition
| a portfolio-planning method that evaluates a company's strategic business units (SBUs) in terms of its market growth rate and relative market share. SBUs are classified as stars, cash cows, question marks or dogs |
|
|
Term
| product/market expansion grid |
|
Definition
| a portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversification |
|
|
Term
|
Definition
| a strategy for company growth by increasing sales of current products to current market segments without changing the product |
|
|
Term
|
Definition
| a strategy for company growth by identifying and developing new market segments for current company products |
|
|
Term
|
Definition
| a strategy for company growth by offering modified or new products to current market segments |
|
|
Term
|
Definition
| a strategy for company growth through starting up or acquiring businesses outside the company's current products and markets |
|
|
Term
|
Definition
| reducing the business portfolio by eliminating products or business units that are not profitable or that no longer fir the company's overall strategy |
|
|
Term
|
Definition
| the series of internal departments that carry out value-creating activities to design, produce, market, deliver and support a firm's products |
|
|
Term
|
Definition
| the marketing logic by which the company hopes to create customer value and achieve profitable customer relationships |
|
|
Term
|
Definition
| dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate products or marketing programs |
|
|
Term
|
Definition
| a group of consumers who respond in a similar way to a given set of marketing efforts |
|
|
Term
|
Definition
| the process of evaluating each market segment's attractivenes ad selecting one or more segments to enter |
|
|
Term
|
Definition
| arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers |
|
|
Term
|
Definition
| actually differentiating the market offering to create superior customer value |
|
|
Term
|
Definition
| the process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives |
|
|
Term
|
Definition
| the process of measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are achieved |
|
|
