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Definition
| the process of developing and maintaining a strategic fit b/w the organizations's goals ad capabilities and its changing marketing opportunities |
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| a statement of the organizations purpose--what it wants to accomplish in the larger environment |
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| the collection of businesses and products that make up the company |
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| the process by which management evaluates the products and business that make up the company |
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| 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. |
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| product/market expansion grid |
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Definition
| a portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversification |
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| a strategy for company growth by increasing sales of current products to current market segments without chasing the product |
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| a strategy for company growth by identifying and developing new market segments for current company products |
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| a strategy for new products to current market segments |
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| a strategy for company growth through starting up or acquiring businesses outside the company's current products and markets |
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| reducing the business portfolio by eliminating products or business units that are not profitable or that no longer fit the company's overall strategy |
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| the series of internal departments that carry out value-creating activities to design, produce, market, deliver, and support a firms products |
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| the network made up of the company, suppliers, distributors, and ultimately, customers who partner with each other to improve the performance of the entire system |
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| the marketing logic by which the company hopes to create customer value and achieve profitable customer relationships |
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| dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate products or marketing programs |
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| a group of consumers who respond in a similar way to a given set of marketing efforts |
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| the process of evaluating each market segment's attractiveness and selecting one or more segments to enter |
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| arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target customers |
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| actually differentiating the market offering to create superior customer value |
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| the set of controllable tactical marketing tools--product, price, place, and promotion--that the firm blends to produce the response it wants in the target market |
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Definition
| an overall evaluation of the companys strengths (S), weaknesses (W), opportunities (O), and threats (T). |
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| the process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives |
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| the process of measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are achieved |
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Term
| return on investment (or marketing ROI) |
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Definition
| the net return from a marketing investment divided by the costs of the marketing investment |
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