MARKETING ch. 2

  1. strategic planning
    the process of developing and maintaining a strategic fit between the organizations goals and capabilities and its changing marketing opportunities
  2. Mission statement
    statement of the organizations purpose
  3. business portfolio
    the collection of business and products that make up the company
  4. Portfolio analysis
    the process by which management evaluates the products and business that make up the comanpy
  5. Strategic business units
    the key businesses that make up the company
  6. growth share matrix
    portfolio planning method that evaluates a company's key businesses in terms of market growth and relative market share
Author
jo73
ID
322804
Card Set
MARKETING ch. 2
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