(W1) Chapter 2 - MARKETING STRATEGY

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Across
  1. 1. The process that turns marketing plans into action assignments and ensures that these assignments are executed in a way that accomplishes the plan's objectives.
  2. 5. This means that the business is defined too narrowly and focuses on goods and services rather than reflecting on the value customers derive from a product.
  3. 8. A market strategy which seeks to increase sales by introducing new products into new markets.
  4. 12. The second level of hierarchy that deals with the overall direction of strategic business units.
  5. 14. The advantage achieved when an organisation seeks to target and effectively serve a small segment of the market.
  6. 20. The limited period during which the 'fit' between the key requirements of a market and the particular competencies of an organisation is at an optimum level.
  7. 22. A written document that acts as a guidebook of marketing activities for the marketing manager.
  8. 23. A market strategy that tries to increase market share among existing customers.
  9. 25. In the portfolio a business unit that is a fast-growing market leader.
  10. 26. Curves that show costs declining at a predictable rate as experience with a product increases.
  11. 27. An advantage that cannot be copied by the competition.
  12. 28. A subgroup of a single business or collection of related business within the larger organisation.
  13. 29. Designing activities relating to marketing objectives and changing marketing environment.
  14. 30. The collection and interpretation of information about forces, events and relationships in the external environment that may affect the future of an organisation.
Down
  1. 2. A marketing strategy that entails attracting new customers to existing products.
  2. 3. In the matrix a business unit that usually generates more cash than it needs to maintain its market share.
  3. 4. The provision of something that is unique and valuable to buyers beyond simply having a lower price than the competition.
  4. 6. A marketing strategy that entails the creation of new products for current customers.
  5. 7. Gauging the extent to which marketing objectives have been achieved during a specified period.
  6. 9. The activities of selecting and describing one or more target markets and developing and maintaining a marketing mix that will produce mutually satisfying exchanges with target markets.
  7. 10. Measuring and evaluating performance and taking corrective action if required.
  8. 11. In the portfolio matrix a business unit that has low growth potential and a small market share.
  9. 13. The advantage of being a low-cost competitor in an industry while maintaining satisfactory profit margins.
  10. 15. The third level of the strategic hierarchy that deals with the implementation of the strategic direction at an operational level.
  11. 16. In the portfolio matrix a business unit that shows rapid growth but poor profit margins.
  12. 17. Metrics used to measure and monitor marketing activities.
  13. 18. A thorough systematic periodic evaluation of the goals strategies structure and performance of the marketing organisation.
  14. 19. The process of anticipating future events and determining strategies to achieve organisational objectives in the future.
  15. 21. The set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition.
  16. 24. The managerial process of creating and maintaining a fit between the organisation's objectives and resources and evolving market opportunities.