Card Set Information
Developing Successful Marketing and organizational Strategies
it is the reward to a business firm for the risk it undertakes in offering a product for sale. it is also the money left over after a firm's total expenses are subtracted from its total sales.
it is an organization's long-term course of action designed to deliver a unique customer experience while achieving its goals
Are the fundamental, passionate, and enduring principles of an organization that guide its conduct over time.
is a statement of the organization's function in society, often identifying its customers, markets, products, and technologies. the term is often used interchangeably with
it consists of the set of values, ideas, attitudes, and norms of behavior that is learned and shared among the members of an organization.
is the clear, broad underlying industry or market sector of an organization's offering.
are the statements of an accomplishment of a task to be achieved, often by a specific time.
Goals or Objectives
is the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry, including the firm itself
is the visual display of the essential information related to achieving a marketing objective
is a measure of the quantitative value or trend of a marketing activity or result
is a road map for the marketing activities of an organization for a specified future period of time, such as one year or five years.
is the approach whereby an organization allocated its marketing mix resources to reach its target markets
Strategic Marketing Process
involves taking stock of where the firm or product has been recently, where it is now, and where it is headed in terms of the organizaton's plans and the external factors and trends affecting it
is an acronym describing an organization's appraisal of its internal Strengths and Weaknesses and its external Opportunities and Threats.
Involves aggregating prospective buyers into groups, or segments, that 1) have common needs and 2) will respond similarly to a marketing action.
are those characteristics of a product that make it superior to competitive substitutes
Points of Difference
is the means by which a marketing goal is to be achieved, usually characterized by a specified target market and a marketing program to reach it.
are the detailed day-to-day operational decisions essential to the overall success of marketing strategies.