Planning/advantage Flashcards
Goal of strategic planning
Long-run profitability and growth
Thus, strategic decisions require long term commitments of resources
The managerial process of creating and maintaining a fit between the organizations objectives and resources and the evolving memory opportunities
Strategic planning
Designing activities relating to marketing objectives and the changing marketing environment
Marketing planning
A written document that acts as a guidebook of marketing activities for the marketing manager
Marketing plan
A statement of the firms business based on a careful analysis of benefits sought by present and potential customers and an analysis of existing and anticipated environmental conditions
Mission statement
Defining a business in terms of goods and services rather than in terms of the benefits customers seek
Marketing myopia
A subgroup of a single business or collection of related businesses within the larger organization
Strategic business unit (SBU)
Identifying internal strengths and weaknesses and also examining external opportunities and threats
SWOT analysis
Collection and interpretation of information about forces, events, and relationships in the external environment that may affect the future of the organization or the implementation of the marketing plan
Environmental scanning
Doc most often studied macro environmental forces
Social Demographic Economic Technological Political & Legal Competitive
A statement of what is to be accomplished through marketing activities
Marketing objective
A set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition
Competitive advantage
Being the low-cost competitor in an industry while maintaining satisfactory profit margins
Cost competitive advantage
Three types of competitive advantage
Cost
Product/service differentiation
Niche
Curved that show costs declining at a predictable rate as experience with s product increases
Experience curves
The provision of one thing that is unique and valuable to buyers beyond simply offering a lower price than that of the competition
Product/service differentiation competitive advantage
The advantage achieved when a firm seeks to target and effectively serve a small segment of the market
Niche competitive advantage
An advantage that cannot be copied by the competition
Sustainable competitive advantage
A marketing strategy that tried to increase market share among existing customers
Market penetration
A marketing strategy that entails attractive new customers to existing products
Market development
A marketing strategy that entails the creation of new products for present markets
Product development
A strategy of increasing sales by introducing new products into new markets
Diversification
A tool for allocating resources among products or strategic business units on the basis of relative market share and market growth rate
Portfolio matrix
In the portfolio matrix, a business unit that is a fast growing market leader
Star
In the portfolio matrix, a business unit that generated more cash than it needs to maintain its market share
Cash cow
The measure of market share used in the portfolio approach
Relative market share
In the portfolio matrix, a business unit that shows rapid growth but poor profit margins
Problem child (question mark)
In the portfolio matrix a business unit that has low growth potential and a small market share
Dog
The activities of selecting and describing one or more target markets and developing and maintaining a marketing mix that will produce mutually satisfying exchanges with target markets
Marketing strategy
The description and estimation of the size and sales potential of market segments that are of interest to the firm and the assessment of key competitors in these market segments
Market opportunity analysis (MOA)
A unique blend of product, place (distribution), promotion, and pricing strategies designed to produce mutually satisfying exchanges with a target market
Marketing mix
Four Ps that make up the marketing mix
Product, place, promotion, and price
The process that turns a marketing plan into action assignments and ensures that these assignments are executed in a way that accomplishes the plan’s objectives
Implementation
Gauging the extent to which the marketing objectives have been achieved during the specified time period
Evaluation
This provides the mechanisms for evaluating marketing results in light of the plans objectives and for correcting actions that do not help the organization reach those objectives within budget guidelines
Control
A thorough, systematic, periodic evaluation of the objectives, strategies, structure, and performance of the marketing organization
Marketing audit
Effective strategic planning requires (3)
Continual attention, creativity, and management commitment
