Term
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Definition
| An ongoing process of making decisions that guides the firm both in the short rem and the long term |
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Definition
| A plan that includes the decisions that guide the entire organization |
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Definition
| Describes the marketing environment and outlines the marketing objectives |
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Definition
| a managerial decision process that matches an organizations resources and capabilities to its market opportunities for long-term growth and survival |
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Definition
| Individual units within the firm that operate like separate businesses |
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Definition
| A decision process that concentrates on developing detailed plans and tactics for the short term |
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Definition
| A decision process that focuses on developing day-to-day activity plans that match up with the functional plans |
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Definition
| A formal statement that describes the overall purpose of an organization |
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Definition
| An assessment of a firms internal and external environments |
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Definition
| the controllable elements inside an organization (people, facilities, etc) |
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Definition
| the uncontrollable elements outside an organization |
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Definition
| The group of different products or brands owned by a company |
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Definition
| A management tool for evaluating a firms business mix |
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Term
| BCG growth market share matrix |
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Definition
| A portfolio analysis tool that assesses the potential of successful products to generate profit |
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Term
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Definition
| SBUs with products that have a dominant market share in high growth markets |
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Definition
| SBUs with dominant market share in low growth markets |
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Definition
| SBUs with low market shares in fast growth markets |
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Definition
| SBUs with a small share of a slow growth market |
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Term
| market development strategies |
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Definition
| growth strategies that introduce existing products to new markets |
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Term
| market penetration strategies |
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Definition
| Seek to increase sales of existing products in existing markets |
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| product development strategies |
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Definition
| growth strategies that focus on selling new products in existing markets |
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| diversification strategies |
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Definition
| growth strategies that emphasizing new products in new markets |
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Term
| return on marketing investment (ROMI) |
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Definition
| Quantifying how much a marketing investment made an impact on the firms success |
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Definition
| Individual support plans for various marketing strategies within the marketing plan |
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Term
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Definition
| the actors and forces outside marketing that affect marketers abilities to build relationships with the customer |
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Term
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Definition
| Actors close to the company that affect it (suppliers, resellers, publics, etc) |
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Term
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Definition
| the larger societal features that affect the marketing decisions (political, cultural, etc.) |
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Term
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Definition
| firms that help the company to promote, sell, and distribute its goods to final buyers |
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Term
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Definition
| a group that has an actual or potential interest on an organizations ability to achieve its objectives |
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Term
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Definition
| the study of human populations based on size, density, location, age, race, occupation, etc. |
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Term
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Definition
-78 M
-WW2-1964
-Richest Generation
-Retirement targeted |
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Definition
-49 M
-1965-1974
-frugal
-most educated |
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| Millennials (Generation Y) |
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Definition
-83M
-Completely in touch with technology
-In debt |
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Term
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Definition
| natural resources that are needed as inputs by marketers or that are affected by marketing activities |
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Term
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Definition
| fresh understandings of the customers and the marketplace become the basis for creating relationships |
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Term
| marketing information systems (MIS) |
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Definition
| people and procedures dedicated to assessing information needs |
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Term
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Definition
| electronic collections of consumer information obtained from data sources within the company network |
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Term
| competitive marketing intelligence |
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Definition
| the systematic collection and analysis of public information about consumers and competitors |
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Term
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Definition
| marketing research used to test hypothesis about cause and effect relationships |
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Term
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Definition
| information that already exists somewhere and was collected for some other purpose |
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Term
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Definition
| information collected for the specific purpose at hand |
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Term
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Definition
| a form of observational research that watches consumers in their natural environment |
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Term
| customer relationship management (CRM) |
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Definition
| Managing detailed information about individual customer touch points to maximize customer loyalty |
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Definition
| the process involved when people select goods to satisfy their needs and desires |
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Definition
| the relative importance of perceived consequences of a pruchase |
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Definition
| the belief that the choice of a product will have negative consequences |
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Definition
| occurs when the customer sees a difference between his current state and a desired state |
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Definition
| the consumer searches for info to make a decision |
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Definition
| marketers deliver ads for products a consumer is looking at online |
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Definition
| the regret the consumer might feel after making a choice |
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Definition
| hidden messages in marketers ads |
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Definition
| the process of assigning meaning to a stimulus |
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Definition
| an approach that characterizes motives according to five levels of importance |
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Term
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Definition
| a stimulus response is paired with another stimulus response |
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Definition
| learning that occurs as a result of rewards or punishments |
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Definition
| knowing vs. doing parts of attitude |
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Definition
| a means of characterizing consumers within the stage of the family that they are in |
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Definition
| Measure of a consumers activities, interests, and opinions |
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Definition
| consumers belief that they are always pressed for time |
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Term
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Definition
| an actual of imaginary group that has an effect on an individuals evaluations |
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