Term
|
Definition
| The process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities |
|
|
Term
|
Definition
| A statement of the organization's purpose--what it wants to accomplish in the larger environment |
|
|
Term
|
Definition
| The collection of businesses and products that make up the company |
|
|
Term
|
Definition
| The process by which management evaluates the products and businesses that make up the company. |
|
|
Term
|
Definition
| A portfolio-planning method that evaluates a company's SBUs in terms of its market growth rate and relative market share |
|
|
Term
| Product/market expansion grid |
|
Definition
| A portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversification |
|
|
Term
|
Definition
| Company growth by identifying and developing new market segments for current company products |
|
|
Term
|
Definition
| Company growth by offering modified or new products to current market segments |
|
|
Term
|
Definition
| Company growth through starting up or acquiring businesses outside the company's current products and markets |
|
|
Term
|
Definition
| The series of internal departments that carry out value-creating activities to design, produce, market, deliver, and support a firm's products. |
|
|
Term
|
Definition
| The network made up of the company, its suppliers, its distributors, and, ultimately, its customers who partner with each other to improve the performance of the entire system |
|
|
Term
|
Definition
| The marketing logic by which the company hopes to create customer value and achieve profitable customer relationships. |
|
|
Term
|
Definition
| Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate products or marketing programs |
|
|
Term
|
Definition
| The process of evaluating each market segment's attractiveness and selecting one or more segments to enter |
|
|
Term
|
Definition
| Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers |
|
|
Term
|
Definition
| Actually differentiating the market offering to create superior customer value. |
|
|
Term
|
Definition
| The set of tactical marketing tools -- product, price, place, and promotion--that the firm blends to produce the response it wants in the target market |
|
|
Term
|
Definition
| An overall evaluation of the company's strengths, weaknesses,opportunities, and threats |
|
|
Term
|
Definition
| Turning marketing strategies and plans into marketing actions to accomplish strategic marketing objectives |
|
|
Term
|
Definition
| Measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that the objectives are achieved |
|
|
Term
| Return on marketing investment (or marketing ROI) |
|
Definition
| The net return from a marketing investment divided by the costs of the marketing investment |
|
|
