Marketing 3.3-4.2
A SWOT is a part of which marketing management function?
Analysis
What are the five marketing management functions used to manage the marketing process?
Analysis, planning, implementation, organization, and control
________ are at the center of marketing strategy and programs.
Customer engagement, value, and relationships
As part of marketing's role, it works closely with partners in other departments to form an effective internal ________ and with other companies in the marketing system to create an external value delivery network that jointly serves customers.
Value chain
The marketing mix consists of product, price, place, and promotion decisions, and is one of the major concepts in modern marketing. The marketing mix consists of everything the firm can do to ________.
engage consumers and deliver customer value
The customer-driven company divides the total market into smaller segments, selects segments it can best serve, and decides how it wants to bring value to target consumers in the selected segments. It then designs a(n) ________.
integrated marketing mix
Marketing plays a key role in the company's strategic planning by providing a ________ concept philosophy and inputs regarding attractive market opportunities.
marketing
Today's marketers face growing pressures to show that they are adding value in line with their costs. In response, marketers are developing better measures of ________.
marketing return on investment
To find the best strategy and mix and to put them into action, the company engages in four activities. These activities include ________, _________, _________, and _________.
marketing analysis, planning, implementation, and control
What are the variables in a company's marketing mix?
market segmentation, market targeting, differentiation, and positioning
Marketers alone cannot produce superior value for customers and must practice _________ management
partner relationship
Marketing departments can be organized in a number of ways. However, more and more companies are changing organizational focus from ________ to ________.
product or territory management; customer relationship management
A company's external value delivery network consists of __________.
suppliers, distributors, and customers
The part of the marketing plan that is written last is _________________.
the executive summary
For strategic planning purposes, marketing provides a guiding philosophy that suggests the company's strategy should revolve around creating customer value and building profitable relationships with important consumer groups. This philosophy is called _______.
the marketing concept
Marketing must also partner effectively with other companies in the marketing system to form a competitively superior ________.
value delivery network