Marketing 

**Downsizing** = when a company abandons businesses that are unprofitable or that no longer fit the strategy

**Some reasons for downsizing** = Products no longer fit with the strategy , Entering areas where it lacks experience. , Changing market environment making some products / markets less profitable

work closely with partners in other company departments to form **an effective internal value chain**

partner effectively with other companies in the marketing system to form a competitively superior external **value delivery network.**

**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 Segmentation** is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors and who might require separate marketing strategies or mixes

**Market segment** is a group of consumers who respond in a similar way to a given set of marketing efforts.

**Market targeting** is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. A company can target ▪ only one segment that major competitors ignore. ▪ several related segments with the same basic wants. ▪ all market segments, offering a complete range of products

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

**Marketing mix** is the set of controllable, tactical marketing tools— **product, price, place, and promotion**—that the firm blends to influence the demand for its producs

Product : Customer solution Acceptability

Price : Customer cost Affordability

Place : Convenience Accessibility

Promotion: Communication Awarenes

Managing Marketing: Analysis, Planning, Implementation, and Control

S W O T = Analysis Strengths (S), Weaknesses (W)Opportunities (O), and Threats (T)

S W O T: is a framework used to evaluate a company's competitive position and to develop strategic planning

**Marketing Implementation** = Turning marketing strategies and plans into marketing actions to accomplish strategic marketing objective

**Marketing Control** = set specific marketing goals , measures performance in the marketplace , evaluate the causes of differences between expected and performance, take corrective action to close the gaps between goals and performance.

**Return on Marketing Investment (Marketing R O I**) = Net return from a marketing investment divided by the costs of the marketing investment .

\*\*ROI=\*\*Measurement of the profits generated by investments in marketing activities

The growth- share matrix define 4 types of SBUs= Starts, cash cows, question marks, dogs

Starts: requiring heavy investment to finance rapid growth (hight market growth rate and hight relative market share)

Cash cows: are established and successful SBUs requiring less investment to mantain the market(low market growth rate and hight relative market share)

Question marks: requiring a lot of cash to hold their share (hight market growth rate and low relative market share)

Dogs: may generate enought cash to mantain themselves but do not promise to be a large source of cash (low market growth rate and low relative market share) \n

Steps in strategic planning = Defining the company mission, Setting company objectives and goals, Designing the business portfolio, Planning marketing and other functional strategies

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**The strategic plan** defines the company’s overall mission and objectives

**Marketing-major activities** = manage a customer-driven marketing strategy and the marketing mix.

**Marketing strategy** = consists in deciding which customer it will serve (segmentation and targeting ) and how (differentation and positioning)

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**To find the best marketing strategy** = the company engages in marketing analysis, planning, implementation and control

Marketing Analysis : provides information and evaluations needed for all marketing activities.

Planning = develop strategic plans, and develop marketing plans

Implementation = turn the marketing plan into action

Control = measure results, evaluate results, take corrective action

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Marketers are using customer-centred measures of marketing impact such as = customer acquisition, customer retentio, customer lifetime value , customer equity

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Business portfolio: the collection of business and product that make up the company (the best one fits the company\`s strengths and weaknesses to opportunities in environment)

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