MT1 - Chapter 2 Vocab Flashcards

1
Q

strategic planning

A

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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2
Q

mission statement

A

a statement of the organization’s purpose - what it wants to accomplish in the larger environment

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3
Q

business portfolio

A

the collection of businesses and products that make up the company

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4
Q

portfolio analysis

A

the process by which management evaluates the products and businesses that make up the company

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5
Q

growth share matrix

A

a portfolio planning method that evaluates a company’s SBUs in terms of market growth rate and relative market share

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6
Q

product market expansion grid

A

a portfolio planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversification

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7
Q

market development

A

company growth by identifying and developing new market segments for current company products

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8
Q

product development

A

company growth by offering modified or new products to current market segments

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9
Q

diversification

A

company growth through starting up or acquiring businesses outside the company’s current products and markets

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10
Q

value chain

A

the series of internal departments that carry out value-creating activities to design, produce, market, deliver, and support a firm’s products

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11
Q

value delivery network

A

the network made up of the company, its distributors, and ultimately, the customer who partner with each other to improve the performance of the entire system

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12
Q

marketing strategy

A

the marketing logic by which the company hopes to create customer value and achieve profitable customer relationships

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13
Q

market segmentation

A

dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate products or marketing programs

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14
Q

market segment

A

a group of consumers who respond in a similar way to a given set of marketing efforts

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15
Q

market targeting

A

the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter

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16
Q

positioning

A

arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers

17
Q

differentiation

A

actually differentiating the market offering to create superior customer value

18
Q

marketing mix

A

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

19
Q

SWOT analysis

A

an overall evaluation of the company’s strengths, weaknesses, opportunities, and threats

20
Q

marketing implementation

A

turning marketing strategies and plans into marketing actions to accomplish strategic marketing objectives

21
Q

marketing control

A

measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that the objectives are achieved

22
Q

Marketing ROI

A

the net return from a marketing investment divided by the costs of the marketing investment

23
Q

market oriented

A

defined in terms of satisfying basic consumer needs

24
Q

stars

A

high growth, high share SBUs; often need heavy cash investments to finance rapid growth; eventually turn into cash cows

25
cash cows
low growth, high share SBUs
26
question marks
low share, high growth SBUs; require a lot of cash to hold mkt share should it be built into star or phased out?
27
dogs
low growth, low share SBUs; may generate enough cash to sustain themselves but are not large sources of cash
28
four marketing management functions
analysis planning implementation control
29
functional organization
different marketing activities are headed by a functional specialist
30
geographic organization
sales and marketing people are assigned to specific countries, regions and districts
31
product management organization
a product manager develops and implements a complete strategy and marketing program for a specific product or brand
32
market/customer management organization
market managers are responsible for developing marketing strategies and plans for their specific markets or customers
33
customer management
moving away from managing only product or brand profitability and toward managing customer profitability and customer equity
34
operating control
checking ongoing performance against the annual plan and taking corrective action when necessary
35
strategic control
looking at whether the company's basic strategies are well matched to its opportunities
36
marketing dashboards
meaningful sets of marketing performance measures in a single display used to monitor strategic marketing performance