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

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

The organization's purpose, what it wants to accomplish in the larger environment

- The collection of business and products that make up the company - Company must analyze its current portfolio and shape its future one - Example: ESPN has a cable channel, radio, .com, The magazine, sports-themed restaurants

management evaluates the products and businesses that make up a company SBU (strategic business unit) is key businesses that make up the company

A portfolio planning method that evaluates a company's SBUs in terms of its market growth rate and relative market share

Growth-Share Matrix Defines 4 types of SBUs

1. Stars: High-growth, high-share businesses or products. They will turn into cash cows. 2. Cash Cows: Low-growth, high-share businesses or products. They produce a lot of cash for the company. 3. Question Marks: Low-share business units in high-growth markets. They require a lot of cash to hold their position. 4. Dogs: Low-growth, low-share businesses and products.

Product/Market Expansion Grid

This is a tool used for identifying company growth opportunities through market penetration, market development, product development, or diversification.

Marketing strategy to increase sales of current products in current markets . There is no change in either the product line or market served

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

Product/Market Expansion Grid

-Companies can grow by doing a better job of penetrating current markets with current products

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

Strategy of developing new products and selling them in new 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, suppliers, distributers, and, ultimately, 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 smaller segments with distinct needs, characteristics, or behavior that might require separate marketing strategies.

a distinct group of customers within a larger market who are similar to one another in some way but differ from the larger market

Evaluating each market segment's attractiveness and selecting one or more segments to enter

Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

Actually differentiating the company's market offering so that it gives consumers more value

The four key elements of marketing strategy: product, price, distribution, and customer communication

A planning exercise in which managers identify internal organizational strengths (S) and weaknesses (W) and external environmental opportunities (O) and threats (T)

Turning marketing plans into actions to accomplish objectives

Measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that the objectives are achieved. 1. management sets specific marketing goals; 2. measures its performance; 3. evaluates the causes of any differences between expected and actual performance; 4. takes corrective action to close the gaps between goals and performance

Return on Marketing Investment (ROI)

Net Return from a marketing investment divided by the costs of the marketing investment, Marketing ROI provides a measurement of the profits generated by investments in marketing activities
net return / costs

Company growth by identifying and developing new market segments for currentcompany productsProduct DevelopmentCompany growth by offering modified or new products to current market segmentsDiversificationCompany growth through starting up or acquiring businesses outside the company'scurrent products and marketsValue Chain

The series of internal departments that carry out value-creating activities to design,produce, market, deliver, and support a firm's products.Value Delivery NetworkThe network made up of the company, its suppliers, its distributors, and ultimately itscustomers who partner with each other to improve the performance of the entiresystem.Marketing StrategyThe marketing logic by which the company hopes to create customer value and achieveprofitable customer relationshipsMarket SegmentationDividing a market into distinct groups of buyers who have different needs,characteristics, or behaviors, and who might require separate products or marketingprogramsMarket Segment

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Tags

Marketing, current market segments, company growth

Is company growth by increasing sales of current products to current market segments without changing the product?

How does product development achieve company growth?

What is turning marketing strategies and plans into marketing actions to accomplish strategic marketing objectives?

Are high growth high