Term
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Definition
| Developing strategic fix between goals and capabilities and changing marketing opportunities |
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Term
| steps in strategic planning |
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Definition
Corporate level:
- Defining company mission
- Setting company objective and goals
- Designing business portfolio
Business unit,market strategies,product
- Planning marketing and other function strategies
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Term
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Definition
| statement of purpose-what it wants to achieve |
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Term
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Definition
-to build profitable customer relationship
-invest in research
-improve profit |
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Term
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Definition
-increase market share
-create local partnership
-increase promotion |
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Term
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Definition
| collection of business and product that make up the company |
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Term
| Heinz’s overall objective |
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Definition
| to build profitable customer relationships by developing foods “superior in quality, taste, nutrition, and convenience” that embrace its nutrition and wellness mission. |
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Term
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Definition
| major activities in strategic planning whereby the management evaluates the product and business that make up the company |
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Term
| 2 steps in business portfolio |
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Definition
-analyzing the current business portfolio
-developing strategies for growth and downsizing. |
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Term
| strategic business units(SBUs) |
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Definition
-company division
-product line within a division
-single product or brand |
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Term
| how to analyzing the current business portfolio |
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Definition
-identify SBUs
-assess the attractiveness of each various SBUs
-decide how much support each SBUs deserve |
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Term
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Definition
| port-folio planning method that evaluates a company SBUs in term of growth rate and market share |
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Term
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Definition
| high growth,high share business |
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Term
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Definition
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Term
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Definition
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Term
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Definition
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Term
| problem with matrix approach |
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Definition
-difficulty in defining SBUs and measuring market share and growth
-expensive
-time consuming
-focus on current business not future planning |
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Term
| product/market expansion grid |
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Definition
| port-folio 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 product to current market segment without changing the product |
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Term
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Definition
| growth by identifying/developing new market segment for current product |
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Term
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Definition
| growth by offering modified/new product to current market segment |
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Term
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Definition
| growth by starting up or acquire business |
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Term
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Definition
| when company must prune,harvest or divest business that are unprofitable or no longer fit company strategy |
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Term
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Definition
| series of internal department that carry out value- creating activities to design,produce,market,delivery and support firm's product |
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Term
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Definition
| network made up of company,supplier,distributor,customer to improve performance |
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Term
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Definition
| marketing logic by which company wish to create customer value and achieve customer profitable relationship |
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Term
| process in customer-driven marketing strategy |
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Definition
-market segmentation
-market targeting
-differentiation
-positioning |
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Term
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Definition
| dividing market into distinct groups of buyer |
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Term
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Definition
| group of consumer who respond in the similar way to marketing effort |
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Term
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Definition
| process of evaluating each market segment 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 offering to create customer value |
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Term
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Definition
| set of tactical marketing tools that firms blend to produce respond it wants in the target market(price,place,promotion,product) |
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Term
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Definition
-turning marketing strategies and plan into action to accomplish an objective
-address who,where,when,how |
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Term
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Definition
-evaluating result
-taking corrective action
-operating control
-strategic control |
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Term
| return on marketing investment(marketing ROI) |
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Definition
-net return from a marketing investment divided by cost of investment
-measurement of profit generated |
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