Ch 2 Video Case on Konica Minolta

Kevin Kern described​ Konica/Minolta's use of​ commercials, newspapers, social​ media, and other media to control the marketing message. Which marketing concept was he referring​ to?

Marketing mix

Under the previous​ CEO, Konica/Minolta's management determined it was time to invest in​ __________ by offering new products to the technology market.

product development

Prior to changing its product offerings and realigning its business​ units, managers at​ Konica/Minolta most likely first performed which of the following to determine those units that were profitable and those that should be phased out or​ realigned?

Perform a portfolio analysis.

Konica/Minolta focuses one of its business units on medical and healthcare groups. These groups make up one of​ Konica/Minolta's __________.

market segment

​Konica/Minolta hopes to create customer value through its​ mission, strategic goals and​ objectives, marketing​ mix, and other marketing tools. This collective effort is known as​ Konica/Minolta's __________.

marketing strategy