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Definition
| the activity for creating and delivering offerings that benefit the org. its stakeholders and society |
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| the trade of things of value between a buyer and a seller so that each is better off |
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| people with the desire and the ability to buy a specific offering |
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| 1 or more specific groups of potential consumers toward which an organization directs its marketing program |
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Definition
| product, price, promotion, place that the marketing manager can use to solve a marketing problem |
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Term
| customer value proposition |
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Definition
| a cluster of benefits that an org. promises its customers to satisfy there needs |
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Definition
| the uncontrolable social, economic, technological, competitive and regulatory forces that affect the results of a marketing decision |
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Definition
| buyers benefits including quality, convenience, on-time delivery and before and after sale service at a specific price |
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Definition
| limking the org. to its individual customers, employees, suppliers, and other partners for their mutual longterm benefit |
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Definition
| a plan that integrates the marketing mix to provide a good, service or idea to perspective buyers |
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Definition
| the idea that an org. should strive to satisfy the needs of consumers while also trying to achieve the orgs. goals |
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Definition
| focusing organzational efforts to collect and use info about customers needs to create customer value |
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Term
| societal marketing concept |
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Definition
| the view that orgs. should satisfy the needs of consumers in a way that also provides for societys well being |
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Definition
| a good service or idea consisting of a bundle of tangible and intangible attributes that satisfies consumer needs and is recieved in exchange for money or something else of value |
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Definition
| the people who use the products and services purchased for a household |
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Definition
| manufacturers, wholesalers, retailers and government agencies that buy products and services for their own use or for resale |
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Definition
| the benefits or customer value recieved by users of the product |
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Definition
| legal entity that consists of people who share a common mission |
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Definition
| the reward to a business firm for the risk it undertakes in marketing its offerings |
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Definition
| an orgs. long term course of action that delivers a unique customer experience while achieving its goals |
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Term
| Strategic business unit SBU |
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Definition
| a subsidiary, division, or unit of an organization that markets a set of related offerings to clearly defined group of customers |
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Definition
| privately owned organization |
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Definition
| the fundamental, passionate, and enduring principles that guide an organization |
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| a statement or vision of an orgs. function in society |
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Definition
| the set of values, ideas, attitudes and behavioral norms that is learned and shared among the members of an org. |
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| the underlying industry or market sector of an orgs. offering |
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Definition
| targets of performance to be achieved often by a specific time |
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Definition
| ratio of a firms sales to the total sales of all firms in the industry |
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Definition
| the visual computer display of essential marketing information |
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Definition
| a measure of the value or trend of a marketing activity or result |
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Definition
| a road map for the marketing activities of an organization for a specified future time period |
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Definition
| companys special capabilities |
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Term
| business portfolio analysis |
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Definition
| a technique that managers use to quantify performance measures and growth targets of their firms strategis business units |
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Definition
| a technique a firm uses to search for growth oppurtunities from among current and new products and markets |
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Term
| strategic marketing process |
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Definition
| an approach where by an org. allocates its marketing mix resources to reach its target markets |
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Definition
| taking stock of where a firm or product has been recently, where it is now, and where its headed |
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Definition
| an acronym desribing an orgs. appraisal of its internal strengths and weakness's and its external oppurtunities and threats |
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Definition
| the sorting of potential buyers into groups that have common needs and will respond similarly to a marketing action |
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Definition
| those characteristics of a product that make it superior to competitive substitutes |
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Definition
| the means by which a marketing goal is to be achieved |
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| detailed day to day operational decisions essential to the overall success of marketing strategies |
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