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MGT 3300 Marketing > 2Marketing process > Flashcards

Flashcards in 2Marketing process Deck (10)
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1

3 As

Assess
Aim
Act
U

2

Company orientations (7)

Production
Product
Selling
Service
Competitors
Consumers
Marketing orientation

3

Competitive strategies (4)

Cost leadership
Differentiation
Focused
Middle of the road

4

Value disciplines (3)

Operational excellence
Product leadership
Customer loyalty

5

Competitive position (4)

Market leader
Market competitor
Market follower
Niche player

6

Value proposition

The full mix of benefits relative to the costs
Why should I buy your product/brand?

7

Value chain

Internal

8

Value delivery network

External

9

Product portfolio

The set of all product lines and items that a particular firm offers for sale

10

Product line

A group of closely related products that function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges