What is the process by which management evaluates the products and businesses that make up the company?

Marketing Chapter 2

Inhaltsverzeichnis Show

What is refer as the collection of businesses and products that make up the company?
What are the steps in company wide strategic planning?
Can be a company division a product line within a division or sometimes a single product or brand?
What identifies the company or division of a company?

A) SWOT analysisB) benchmarkingC) business portfolio analysisD) breakeven analysisE) prospecting

Answer: C

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STRATEGIC PLANNING: The process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunity

MISSION STATEMENT: a statement of the organization's purpose--what it wants to accomplish in the larger environment.

BUSINESS PORTFOLIO: The collection of businesses and products that make up the company.

PORTFOLIO ANALYSIS: The process by which management evaluates the products and business making up the company.

GROWTH-SHARE MATRIX: A portfolio-planning method that evaluates a company's strategic business units in terms of their market growth rate and relative market share. SBUs are classified as stars, cash cows, question markets, or dogs.

PRODUCT/MARKET EXPANSION GRID: A portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversification.

MARKET PENETRATION: A strategy for company growth by increasing sales of current products to current market segments without changing the product.

MARKET DEVELOPMENT: A strategy for company growth by identifying and developing new market segments for current company products.

PRODUCT DEVELOPMENT: A strategy for company growth by offering modified or new products to current markets segments.

DIVERSIFICATION: A strategy for company growth through starting up or acquiring businesses outside the company's current products and marketing.

DOWNSIZING: Reducing the business portfolio by eliminating products of business units that are not profitable or that no longer fit the company's overall strategy.

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

VALUE DELIVERY NETWORK: The network made up of the company, suppliers, distributors, and ultimately customers who "partner" with each other to improve the performance of the entire system.

MARKETING STRATEGY: The marketing logic by which the business unit hopes to create customer value and achieve profitable customer relationships.

MARKETING SEGMENTATION: Dividing a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate products or marketing programs.

What is refer as the collection of businesses and products that make up the company?

A business portfolio is the collection of businesses and products that make up a company.

What are the steps in company wide strategic planning?

Four Steps of company wide strategic planning with full....

Company-wide strategies planning: ... .

Defining Marketing's role: ... .

Defining a Market-Oriented Mission: ... .

Setting Company Objectives & Goals: ... .

Designing the Business Portfolio:.

Can be a company division a product line within a division or sometimes a single product or brand?

An SBU can be a company division, a product line within a division, or sometimes a single product or brand.

What identifies the company or division of a company?

Intro to Marketing CHAPTER 31.

What is the process by which management evaluates the products and businesses that make up the company?

What is refer as the collection of businesses and products that make up the company?

What are the steps in company wide strategic planning?

Can be a company division a product line within a division or sometimes a single product or brand?

What identifies the company or division of a company?

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