Thẻ ghi nhớ: chapter 2 | Quizlet

Market Planning

(Situation Analysis),(Marketing Objectives),(Marketing Strategy),(Marketing Mix - 4Ps)(Budgeting & Implementation)(Control & Evaluation)

Strategic Planning

the process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities

step in strategic planning

defining the company mission. setting company objectives and goals, designing the business porfolio,planning marketing and other functional stategies

Mission Statement

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

Setting Company Objectives and Goals

business and marketing objectives

Business objectives

build profitable customer relationships, invest in research, improve profits

Marketing Objectives

increase market share, create local partnerships, increase promotion

Business Portfolio

the collection of businesses and products that make up the company

porfolio analysis

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

strategic business unit

can be a company division, a product line within a division, or sometimes a single product or brand

SBU (strategic business unit)

a division, product line, or other profit center within the parent company

star

in the portfolio matrix, a business unit that is a fast-growing market leader

question mark

a company with a small share of a fast-growing market

cash cow

a company with a large share of a slow-growing market

dog

in the portfolio matrix, a business unit that has low growth potential and a small market share

market penetration

existing products, existing markets

product development

existing markets, new products

market development

new markets, existing products

Diversification

new product, new market

Downsizing

Khi một công ty phải cắt giảm (prune), khai thác tối đa (harvest), hoặc thoái vốn (divest) các hoạt động kinh doanh không có lợi nhuận hoặc không còn phù hợp với chiến lược

Value Chain

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

value delivery network

made up of the company, suppliers, distributors, and ultimately customers who partner with each other to improve performance of the entire system

market positioning

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

Differentiation

actually differentiating the market offering to create superior customer value( tạo ra những giá trị khác biệt so với đối thủ)

Marketing Implementation

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

net return

The return of a security after fees and expenses are paid

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