MARK 201 Chapter Notes - Chapter 2 part 2: Marketing Strategy, Marketing Mix, Swot Analysis
Document Summary
Competencies: special capabilities- the skills, technologies, and resources that distinguish it from other organizations and provide customer value. They should be distinctive enough to provide a competitive advantage (a unique strength relative to competitors that provides superior returns, often based on quality, time, cost, or innovation) Customers: consumers with different preferences (form, flavor, health, conveniences) target zones . Competitors: firms and business with similar offerings in an industry. Business portfolio analysis: a technique to quantify performance measures and growth targets to analyze their firms sbu"s as though they were a collection of separate investments. -range of offerings that possess different growth rates and market shares within the industry. To determine which sbu or offering generates cash and which one requires cash to fund the organization"s growth opportunities. Diversification analysis: technique that helps a firm search for growth opportunities from among current and new markets as well as current and new products.
