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Chapter 2 Game



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The process of developing and maintaining a
strategic fit between the organizations goals
and capabilities and its changing marketing
opportunities.
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Strategic Planning
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A statement of the organizations purpose-what it
wants to accomplish in the larger environment
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Mission Statement
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They can be a company division, a product line
within a division, or sometimes a single product
or brand.
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SBU Strategic Business Unit
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The Answer is
The BCG Growth Share Matrix classifies SBUs into
4 categories. What are the four categories and
explain what each is?
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Stars, Cash Cows, Question Marks, and Dogs
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Making more sales to current customers without
changing a firms products is ___________.
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Market Penetration
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Dividing a market into distinct groups of buyers
who have distinct needs, characteristics or
behavior and who might require separate products
or marketing programs.
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Market Segmentation
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The process of evaluating each market segments
attractiveness and selecting one or more segments
to enter.
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Market Targeting
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Arranging for a product to occupy a clear,
distinctive and desirable place relative to
competing products in the minds of target
consumers.
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Positioning
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Please completely explain what differentiation
means. Why do marketers want to differentiate
their product/service from competitors?
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Providing and promoting perceived differences
between your product and competitors. Marketers
do this so consumers have a perceived different
value perception of a product.
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The text suggests that instead of thinking of
selling products, marketers would be wise to take
the customers view and think of ________. DAILY
DOUBLE
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Offering Solutions to Problems
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What does SWOT stand for?
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Strengths Weaknesses Opportunities Threats
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The collection of businesses and products that
make up the company.
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Business Portfolio
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Identify and explain each of the 4Ps of marketing.
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Product Place Price Promotion
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In the BCG approach, ________ are high-share,
high-growth businesses or products. They need
heavy investment to finance rapid growth. When
their growth slows down, they turn into
________. DAILY DOUBLE
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In the BCG approach, STARS are high-share,
high-growth businesses or products. They need
heavy investment to finance rapid growth. When
their growth slows down, they turn into CASH COWS.
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_____ are low-growth, high share businesses or
products. They generate a lot of cash that the
firm uses to pay its bills and support other SBUs
that need investment.
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Cash Cows
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A portfolio planning method that evaluates a
companys strategic business units in terms of
their market share. SBUs are classified as
stars, cash cows, question marks and dogs.
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BCG Growth Share Matrix
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Reducing the business portfolio by eliminating
products or business units that are not
profitable or that no longer fit the companys
overall strategy.
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Downsizing
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A strategy for company growth through starting up
or acquiring businesses outside the companys
current products and markets.
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Diversification
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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.
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Value Delivery Network
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The process that turns marketing strategies and
plans into marketing actions in order to
accomplish strategic marketing objectives.
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Marketing Implementation
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Why is it important for a companys marketing
strategies and culture to be aligned?
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What are some problems with matrix approaches?
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Explain why, according to the authors of your
text, the four Ps concept of the marketing mix
takes a sellers view of the market, not the
buyers view. How should marketers consider the
buyers view?
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What role does the marketing mix play in
positioning?
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In SWOT analysis, what is the difference between
a weakness and a threat?
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