MKTG 310 Chapter Notes - Chapter 2: Swot Analysis, Marketing Mix

• School: Bloomsburg University
• Department: Marketing
• Course: MKTG 310
• Professor: Jung Seek

Document Summary

38): the process of developing and maintaining a strategic fit between the organization"s goals and capabilities and its changing marketing opportunities. Game plan for long-run survival and growth. Adapting the firm to take advantage of opportunities in its constantly changing environment. 39): a statement of the organization"s purpose- what it wants to accomplish in the larger environment. Should be market oriented and defined in terms of satisfying basic customer needs. 42): the collection of businesses and products that make up the company. Company must analyze its current business portfolio and determine which businesses should receive more, less or no investment. Shape the future portfolio by developing strategies for growth and downsizing. 43): the process by which management evaluates the products and businesses that make up the company. 43): a portfolio-planning method that evaluates a company"s sbus in terms of market growth rate and relative market share.