MKT Ch 2.txt

The clear broad underlying industry or market sector of an organizations offering.

A technique that managers uae to quantify performance measures and growth targets to analyze its clients' strategic business units (SBUs) as though they were a collection of separate investments.

A unique stenegth relative to competitors that provides superior returns, often based on quality, time, cost, or innovation.

The fundamental, passionate, and enduring principles of an organization that guide its conduct over time.

The level in an organization where top management directs overall strategy for the entire organization.

A small number of people from different departments in an organization who are mutually accountable to accomplish a task or common set of performance goals.

A tool that helps a firm search for growth opportunities from among current and new markets as well as current and new products.

The level in an organization where groups of specialists actually create value for the organization.

Statements of an accomplishment of a task to be achieved, often by a specific time.

Involves aggregating prospective buyers into groups, or segments that (1) have common needs and (2) will respond similarly to a marketing action.

The ratio of sales revenue of the firm to the total sales revenue of all firms in the industry, including the firm itself.

The visual computer display of the essential information related to achieving a marketing objective.

A measure of the quanitative value or trend of a marketing activity or result.

A road map for the marketing activities of an organization for a specified future time period, such as one year or five years.

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.

Detailed day to day operational decisions essential to the overall success of marketing strategies.

A statement of the organization's function in society, often identifying its customers, markets, products, and technologies.

Statements of an accomplishment of a task to be achieved, often by a specific time.

The set of values, ideas, attitudes, and norms of behavior that is learned and shared among te members of an organization.

Those chsracteristics of a product that make its superior to competitive substitutes.

The money left after a business firm's total expenses are subtracted from its total revenues and is the reward for the risk it undertakes in marketing its offerings.

Taking stock of where the firm or produc has been recently, where it is now, and where it is headed in terms of the organization's marketing plans and the external forces and trends affecting it.

A subsidiary, division, or unit or an organization that markets a set of related offerings to a clearly defined group of customers.

The approach whereby an organization allocates its marketing mix resources to reach its target markets.

An organization's long term course of action designed to deliver a unique customer experience while achieving its goals.

An acronym describing an organization's appraisal of its internal - strengths and weaknesses and its external opportunties and threats.