소개글
[마케팅 입문] Chapter2 기업전략과 마케팅 전략-고객관계구축을 위한 파트너십 구축(영문)에 대한 자료입니다.
목차
1.Companywide Strategic Planning: Defining Marketing’s Role
2.Designing the Business Portfolio
3.Planning Marketing: Partnering to Build Customer Relationships
4.Marketing Strategy and the Marketing Mix
5.Managing the Marketing Effort
본문내용
The business portfolio is the collection of businesses and products that make up the company
Portfolio analysis is a major activity in strategic planning whereby management evaluates the products and businesses that make up the company
Market penetration is a growth strategy increasing sales to current market segments without changing the product
Market development is a growth strategy that identifies and develops new market segments for current products
Market segmentation is the division of a market into distinct groups of buyers who have distinct needs, characteristics, or behavior, and who might require separate products or marketing mixes
Market segment is a group of consumers who respond in a similar way to a given set of marketing efforts