Marketing. 2 Company and Marketing Strategy: Partnering to Build Customer Relationships

The process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities

A statement of the organization's purpose-what it wants to accomplish in the larger environment

The collection of businesses and products that made up the company

The process by which management evaluates the products and businesses that make up the company

A portfolio-planning method that evaluates a company's SBU (strategic business units) in terms of its market growth rate and relative market share

A portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversification

Company growth by increasing sales of current products to current market segments without changing the product

Company growth by identifying and developing new market segments for current company products

Company growth by offering modified or new products to current market segments

Company growth through starting up or acquiring businesses outside the company's current products and markets

The series of internal departments that carry out value-creating activities to design, produce, market, deliver, and support a firm's products

The network made up of the company, its suppliers, its distributors, and, ultimately, its customers who partner with each other to improve the performance of the entire system

The marketing logic by which the company hopes to create customer value and achieve profitable customer relationships

Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate products or marketing program

A group of consumers who respond in a similar way to a given set of marketing efforts