MKTG 380 Chapter Notes - Chapter 3: Strategic Planning, Economic Indicator, Business Plan
Document Summary
Action plans: individual support plans included in a marketing plan that provide the guidance for implementation and control of the various marketing strategies within the plan. Action plans are sometimes referred to as (cid:862)(cid:373)arketi(cid:374)g progra(cid:373)s. (cid:863) Activity metrics: metrics focused on measuring and tracking specific activities taken within a firm that are part of different marketing processes. Bcg growth market share matrix: a portfolio analysis model developed by the boston consulting. Group that assesses the potential of successful products to generate cash that a firm can then use to invest in new products. Business plan: a plan that includes the decisions that guide the entire organization. Business planning: an ongoing process of making decisions that guides the firm both in the short term and in the long term. Business portfolio: the group of different products or brands owned by an organization and characterized by different income-generating and growth capabilities. Cash cows: sbus with a dominant market share in a low-growth-potential market.
