MARKETING

Apuntes

MARKETING designing the business portfolio - chapter 2 MARKET PENETRATION: company growth by increasing sales of current products to current market segments MARKET DEVELOPMENT: company growth by identifying and developing new market segments for current company products PRODUCT DEVELOPMENT: company growth by offering modified or new products to current market segments DIVERSIFICATION: company growth to starting up or acquiring business outside the company’s current products and markets DOWNSIZING; is when a company must prune, harvest or divest business that are unprofitable or that no longer fit the strategy VALUE CHAIN: is a series of departments that carry out value creating activities to design, produce, market, deliver and support a firm’s products CUSTOMER VALUE-DRIVEN MARKETING STRATEGY MARKETING STRATEGY : is the marketing logic by which the company hopes to create customer value and achieve profitable customer relationships MARKET SEGMENTATION: the division of a market into distinct groups of buyers who have different needs, characteristics, or behaviors and who might require separate products or marketing mixes MARKET SEGMENT: is a group of consumers who respond in a simi...