Term
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Definition
| Developing strategic fit between goals and capabilities and changing marketing opportunities |
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Term
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Definition
| Statement of purpose-what it wants to accomplish |
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Term
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Definition
| collection of businesses and products that make up the company |
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Term
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Definition
| Process by which management evaluates products and businesses that make up the company |
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Term
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Definition
| portfolio-planning method that evaluates a company's strategic business units in terms of its growth rate and market share |
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Term
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Definition
| High-growth, High-share businesses |
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Term
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Definition
| low-growth, high-share businesses |
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Term
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Definition
| low-share business units in high-growth markets |
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Term
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Definition
| low-growth, low-share businesses |
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Term
| Product/Market expansion grid |
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Definition
| portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversification |
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Term
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Definition
| Company growth by increasing sales of current products to current market segments without changing the product |
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Term
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Definition
| growth by identifying/developing new market segments for current products |
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Term
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Definition
| Growth by offering modified or new products to current market segments |
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Term
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Definition
| growth through starting up or acquiring businesses |
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Term
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Definition
| Series of internal departments that carry out value-creating activities to design, produce, market, deliver, and support a firm's products |
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Term
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Definition
| Network made up of company, suppliers, distributors, customers to improve performance |
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Term
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Definition
| Marketing logic by which company hopes to create customer value and achieve profitable customer relationships |
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Term
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Definition
| Dividing market into distinct groups of buyers |
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Term
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Definition
| Group of consumers who respond in a similar way to marketing efforts |
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Term
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Definition
| Process of evaluating each market segments attractiveness and selecting which to enter |
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Term
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Definition
| Arranging for product to occupy distinctive place relative to competing products |
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Term
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Definition
| differentiating market offerings to create customer value |
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Term
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Definition
| tactical marketing tools- product price place promotion- firm blends to produce response it wants |
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Term
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Definition
| Overall evaluation of companies strengths weaknesses opportunities and threats |
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Term
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Definition
| turning marketing strategies and plans into actions to accomplish objectives |
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Term
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Definition
| evaluating results of marketing strategies and plans and taking action to ensure objectives are achieved |
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Term
| Return on marketing investment |
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Definition
| net return from a marketing investment divided by costs of investment |
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