Mkt Ch.2.2

blends all of the firm's marketing plans into one big plan.

the expected earnings stream (profitability) of a firm's current and prospective customers over some period of time.

those that the firm has some chance of doing something about - given it's resources and objectives.

opportunities that help innovators develop hard-to-copy marketing strategies that will be very profitable for a long time.

a firm has a marketing mix that the target market sees as better than a competitors mix.

the marketing mix is distinct from and better than what is available from a competitor.

taking current products and trying to expand in the current market.

taking a current product into a new market

taking a new product into the current

taking a new product into a new market.