Term
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Definition
| firm establishes organizational mission and formulates goals, corporate strategy, marketing objectives, marketing strategy, and marketing plan |
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Definition
| identifying and analyzing a target market and developing a marketing mix to satisfy that market |
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Definition
| written document that specifies the activities to be performed to implement and control the organization's marketing activities |
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Definition
| things a firm does extremely well |
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Term
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Definition
| right combo of circumstances and timing permits a firm to take action to reach a particular target market |
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Definition
| temporary periods of optimal fit between the key requirements of a market and the particular capabilities of a firm competing in that market |
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Definition
| when a firm matches a core competency to opportunities in the marketplace |
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Definition
| strengths, weaknesses, opportunities, threats |
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Definition
| long-term view of what org. wants to become |
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Definition
| states what is to be accomplished through marketing activities; based on SWOT analysis |
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Definition
| determines means for using resources in functional areas of marketing, production, finance, r&d, and HR to reach the org's goals; who are our customers? what is our core competency? |
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Term
| levels of strategic planning |
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Definition
mission statement
corporate strategy
business-unit strategy
marketing strategy
product, price, place, promotion |
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Term
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Definition
| division, product line, profit center, within the parent company |
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Term
market-growth/market-share matrix
BCG (Boston Consulting Group) approach |
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Definition
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star | ?
H |
--------|----------
cash |
L cow | dog
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H L
^prdct-mkt ^relative mkt share
growth |
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Term
| sustainable competitive advantage |
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Definition
| one that the competition cannot copy |
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Term
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Definition
| systematic process of assessing marketing opportunities and resources, determining marketing objectives, defining marketing strategies, and establishing guidelines for implementation and control of the marketing program |
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Definition
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