microenvironment
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actors close to the company (company, suppliers, mktg intermediaries,
customers, competitors)
The Product Concept (1 of 5 marketing strategies)
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consumers will favor products that offer the most quality, performance, and
features. Management should devote energy to making continuous
product improvements (make it better.)
, Product/Market Expansion Grid
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1. Market Penetration: co. growth by increasing sales of current products to
current market segments
2. Market Development: co. growth by identifying and developing new
market segments for current products
3. Product Development: co. growth by offering modified/new products to
current market segments
4. Diversification: co. growth through starting up/acquiring businesses
outside the co's current products and markets
customer equity
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total combined customer lifetime values of all of a company's current and
potential customers (ultimate aim of customer relationship management is
to get high customer equity)
gatekeepers
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control the flow of information to others. they can keep salespeople out of
the boss's office
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actors close to the company (company, suppliers, mktg intermediaries,
customers, competitors)
The Product Concept (1 of 5 marketing strategies)
Give this one a try later!
consumers will favor products that offer the most quality, performance, and
features. Management should devote energy to making continuous
product improvements (make it better.)
, Product/Market Expansion Grid
Give this one a try later!
1. Market Penetration: co. growth by increasing sales of current products to
current market segments
2. Market Development: co. growth by identifying and developing new
market segments for current products
3. Product Development: co. growth by offering modified/new products to
current market segments
4. Diversification: co. growth through starting up/acquiring businesses
outside the co's current products and markets
customer equity
Give this one a try later!
total combined customer lifetime values of all of a company's current and
potential customers (ultimate aim of customer relationship management is
to get high customer equity)
gatekeepers
Give this one a try later!
control the flow of information to others. they can keep salespeople out of
the boss's office
