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Definition
| The process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities |
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Definition
| A statement of the organization's purpose- what it wants to accomplish in the larger environment |
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| The collection of businesses and products that make up the company |
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| The process by which management evaluates the products and businesses making up the company |
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| A portfolio-planning method that evaluates a company's strategic business units in terms of their of their market growth rate and relative market share. SBUs are classified as stars, cash cows, question marks, or dogs |
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| Product/Market Expansion Grid |
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Definition
| A portfolio-planning tool for identifying company growth opportunities though market penetration, market development, product development, or diversification |
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Definition
| A strategy for company growth by increasing sales of current products to current market segments without changing the product |
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Definition
| A strategy for company growth by identifying and developing new market segments for current company products |
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| A strategy for company growth by offering modified or new products to current market segments |
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| A strategy for company growth through starting up or acquiring businesses outside the company's current products and markets |
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Definition
| Reducing the business portfolio by eliminating products of business units that are not profitable or that no longer fit the company's overall strategy. |
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Definition
| The series of departments that carry out value-creating activities to design, produce, market, deliver, and support a firm's products |
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Definition
| The network made up of the company, suppliers, distributors, and ultimately customers who "partner" with each other to improve the performance of the entire stystem |
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Definition
| The marketing logic by which the business unit hopes to create customer value and achieve profitable customer relationships |
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Definition
| Dividing a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate products or marketing programs |
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Definition
| A group of consumers who respond in a similar way to a given set of marketing efforts |
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Definition
| The process of evaluating each market segment's attractiveness and selecting one or more segments to enter |
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| Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers |
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Definition
| Actually differentiation the market offering to create superior customer value |
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Definition
| The set of controllable tactical marketing tools- product, price, place, and promotion-that the firm blends to produce the response it wants in the target market |
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Definition
| An overall evaluation of the company's strengths(S), weaknesses(W), opportunities(O), and threats(T). |
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Definition
| The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives. |
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Definition
| The process of measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are achieved |
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Definition
| A comprehensive, systematic, independent, and periodic examination of a company's environment, objectives, strategies, and activities to determine problem areas and opportunities and to recommend a plan of action to improve the company's marketing performance |
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Term
| Return on Marketing Investment (ROI) |
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Definition
| The net return from marketing investment divided by the costs of the marketing investment |
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