Term
| marketing management process |
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Definition
| the process of (1) planning marketing activities, (2) directing the implmentation 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 organizations's resources and its market opportunities |
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Definition
| specifies a target market and a related marketing mix |
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| a fairly similar group of customers to whom a company wishes to appeal |
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Definition
| the controllable variables the company puts together to satisfy this target group |
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| says that a marketing mix is tailored to fit some specific target customers. |
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| 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
| involves 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 |
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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 service by an identified sponsor. |
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Definition
| any unpaid form of nonpersonal presentation of ideas, goods, or services |
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Definition
| promotion activites- other than advertising, publicity, and personal selling - that stimulate interest, trial, or purchase by final customers or others in the channel |
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Definition
| product place promotion price |
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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
| 1 what marketing mix will be offered 2 what company resources will be needed at what rate 3 what results are expected |
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Definition
| putting marketing plans into operation. |
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Definition
| 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 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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Definition
| a firm has a marketing mix that the target market sees as better than the competitor's mix |
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| the marketing mix is distinct from and better than what is available from a competitor |
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| 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 new markets |
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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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