chapter 15 Flashcards
1
Q
statement of the organization’s scope, often identifying its customers, markets, products etc..
A
misson
2
Q
business portfolio
A
collection of businesses and products that make up the company.
3
Q
a company that has a separate mission and objectives that can be planned separately from other company businesses.
A
strategic business unit
4
Q
strategy
A
long-term course of action designed to deliver a unique customer experience
5
Q
the organization allocates its marketing mix resources to reach its target markets and achieve its goals
A
strategic marketing process.
6
Q
planning phase steps
A
planning, implementation, evaluation
7
Q
market segmentation
A
The main benefits delivered by the product
8
Q
4 p’s
A
product, price, place, promotion
