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Marketing exam 1 chapter 1

Terms in this set (18)

business portfolio
a technique business use to measure growth targets to analyze their firms
S.W.O.T
an appraisal of its internal Strengths, weaknesses, opportunities, threats
an organization sets its ____ in terms of what business it is in and its specific goals
direction
things regarding SBU
stands for "strategic business unit"
firms with a single business focus may not have SBU'S
managers of an SBU set specific strategic direction
three level of organization strategy in order
CORPORATE
STRATEGIC BUSINESS UNIT
FUNCTIONAL
obtaining resources and developing planning schedules are part of which phase in the strategic marketing process
implementation
A visionary organization's core values _____ and organizational culture make up its foundation
mission
customer value unique combination of benefits received by targeted buyers at
a specific price
production era
buyers accept virtually any goods bc of the scarcity of goods
sales era
manufacturers can produce a surplus of goods and must find new buyers
marketing-concept era
organizations focus on customer needs and using this to create value
customer relationship era
firms seek to satisfy the customer high expectations
4 types of utitlity
form, place, time, possession
form
the production of the good or service
place
having the product available when needed
time
having product available when needed
possession
having product available WHERE consumer needs it
business orientations in correct order
1. production
2. sales
3. marketing concept
4. customer relationship era
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