Term
| marketing management process |
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Definition
the process of
1) planning marketing activities
2) implementing the plans
3) controlling these plans |
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| the managerial process of developing and maintaining a match between an organization's resources and its market opportunities |
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| a fairly homogeneous group of customers to whom a company wishes to appeal. |
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| the controllable variables the company puts together to satisfy the target group |
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| says that a marketing mix is tailored to its specific target customers. |
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| a typical production-oriented approach--vaguely aims at "everyone" with the same marketing mix. |
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| any series of firms that participate in the flow of products from producer to consumer. |
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| involves direct spoken communication between sellers and potential customers. |
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| a personal communication between a seller and a customer who wants the seller to resolve a problem with a purchase. |
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| communicating with large numbers of customers at the same time |
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| any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor. |
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| any unpaid form of nonpersonal presentation of ideas, goods, or services. |
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| promotion activities--other than advertising, publicity, and personal selling--that stimulate interest, trial, or purchase by final customers or others in the channel. |
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Definition
a written statement of a marketing strategy and the time related details for carrying out the strategy. It should describe:
(1) the marketing mix offerred, to whom and for how long
(2) what company resources will be needed
(3) what results are expected |
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Definition
| putting marketing plans into operation |
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| short-term decisions maed to help implement strategies |
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| blends all of a firm's marketing plans in to one "big" plan. |
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| the expected earnings stream of a firm's current and prospective customers over a period of time. |
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Term
| breakthrough opportunities |
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Definition
| opportunities that help innovators develop hard-to-copy marketing strategies that will be very profitable for a long time. |
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| when a firm has a marketing mix that the target market sees as better than a competitor's mix. |
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| when a marketing mix is distinct from and better than what is available from a competitor |
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| identifies and lists the firm's strengths and weaknesses, and its opportunities and threats. |
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| trying to increase sales of a firm's present products in its present markets--probably through a more aggressive marketing mix. |
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| trying to increase sales by selling present products in new markets |
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| offering new or improved products for present markets |
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| moving in to totally different lines of business |
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