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Mkt Ch.2.2
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Marketing program
blends all of the firm's marketing plans into one big plan.
Customer equity
the expected earnings stream (profitability) of a firm's current and prospective customers over some period of time.
Attractive opportunities
those that the firm has some chance of doing something about - given it's resources and objectives.
breakthrough opportunities
opportunities that help innovators develop hard-to-copy marketing strategies that will be very profitable for a long time.
competitive advantage
a firm has a marketing mix that the target market sees as better than a competitors mix.
differentiation
the marketing mix is distinct from and better than what is available from a competitor.
Types of Marketing Opportunities:
market penetration
taking current products and trying to expand in the current market.
market development
taking a current product into a new market
product development
taking a new product into the current
diversification
taking a new product into a new market.
Author
vpenaloza23
ID
5423
Card Set
Mkt Ch.2.2
Description
Mkt ch2. part 2
Updated
2010-01-28T01:00:40Z
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