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.