Misc
________ is the process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities.
What is strategic planning?
A single business or collection of related businesses that can be planned separately from the rest of the company.
What are strategic business units (SBUs)?
A guide to provide all the publics of a company with a shared sense of purpose, direction, and opportunity, allowing all to work independently, yet collectively, toward the organization’s goals.
What is (corporate) mission statement?
In a SWOT analysis, which of the following refers to factors in the external environment?
What are opportunities?
Effective positioning begins with ________.
What is differentiation?
A growth strategy by which companies acquire businesses supplying them with products or services
What is backward integration?
The second step of the marketing planning process is to ________.
What is to set company objectives and goals?
A growth strategy that involves increasing sales of current products to current customers without changing the product, this is called a ________ strategy.
What is market penetration?
________ is the place a product occupies in the consumer's mind relative to competitors' products.
What is (product) position?
What are the buyer's four Cs?
What are: customer solution, customer cost, convenience, and communication?
The final step in the strategic planning process.
What is planning marketing and other functional strategies?
A(n) ________ is when a company might seek new products that have technological or marketing synergies with its existing product lines
What is concentric strategy?