1.

The overall evaluation of a businesss strengths, weaknesses, opportunities, and threats

2. A challenge posed by an unfavorable external trend or development that would lead, in the absence of
defensive marketing action, to deterioration in sales or profit
3. The marketers initial task is to identify potential long run opportunities given the companys market
experience and core competencies
4. The internal environment is made up of factors within the firm itself
5. Refers to the buying behavior of final consumers in terms individuals and households who buy goods and
services for personal consumption
6. The result when final consumers were combined
7. Organizations that buy products and services for either their own use or to use in a product that they make or
to resell to individuals, or other organizations or to provide a public good
8. use the product being purchased
9. Process of dividing a potential market into distinct subsets of consumers with common needs or
characteristics
10. indicate what a business unit wants to achieve
11. the business works to achieve the lowest production and distribution costs so that it can price lower than
competitors and win more market share
12. the amount charged for a product or service
13. According to him, Marketing mix is a pack of four sets of variables, namely product variable, price variable,
promotion variable, and place variable
14. According to him, Marketing Mix is the set of controllable variables that the firm can use to influence the
buyers response
15. the managerial process of developing and maintaining a viable fit among the organizations objectives,
skills, and resources and its changing market opportunities
16. Many companies around the world have tried to achieve this level of performance over the last decade by
embracing a range of solutions
17. The aim is to shape the companys businesses and products so that they yield target profits and growth and
keep the company healthy despite any unexpected threats that may arise
18. a game plan for achieving long-term objectives
19. affect the buying decision in some way
20. represents the degree of market opportunity offered by a market segment and the ability of the firm to
meet the segments needs within a competitive setting
21. Select that offer best opportunity for profits.
22. Is a group of firms producing a similar product or service, such as airlines, fitness drinks, furniture, or electronic
games
23. This force examines how intense the competition currently is in the marketplace, which is determined by the
number of existing competitors and what each is capable of doing
24. the systematic gathering, recording and analyzing of data about problems relating to the marketing of
goods and services
25. a type of research conducted to clarify the problem definition and prepare for additional research to prove
or disprove the hypothesis
26. a portion of your overall marketing budget
27. refer to questions that ask respondents to rank their answers or measure their answer at a particular point on
a scale
28. answer questions in their own words
29. Presents the broad marketing approach that will be used to achieve the plans objectives
30. Indicates how the plan will be monitored

31. If the product is manufactured keeping the consumer needs in mind, is rightly priced and made available
at outlets convenient to them but the consumer is not made aware about its price, features, availability etc., its
marketing effort may not be successful
32. an important ingredient of marketing mix as it refers to a process of informing, persuading and influencing a
consumer to make choice of the product to be bought
33. involves a number of activities
34. mix of product, price, distribution and promotional efforts
35. a marketing programme that is offered by a firm to its target consumers to earn profits through satisfaction
of their wants
36. It is the second most important element in the marketing mix
37. should be classified according to seriousness and probability of occurrence
38. Must be arranged hierarchically to guide the business in moving from broad ;to specific objectives for
departments and individuals
39. Used the term goals to describe objectives that are specific with respect to magnitude and time
40. is done through means of personal selling, advertising, publicity and sales promotion
41. Turning objectives into measurable goals facilitates management planning, implementation, and control
42.Must be realistic
43. Must be consistent
44. each business is rated in terms of two major dimensions
45. Large companies normally manage quite different businesses, each requiring its own strategy
46. including mergers and acquisitions, downsizing, financial engineering, and Total Quality Management
(TQM)
47. Set strategies to satisfy them
48. Has established 49 strategic business units (SBUs).
49. customers, employees, and owners
50. Must be stated quantitatively whenever possible
51. must satisfy your key stakeholders by improving critical business processes and aligning your resources and
organization to support those processes
52. All corporate headquarters undertake four planning activities
53. The mission statements define which competitive scopes the company will operate in
54. Help the company to promote, sell, and distribute its goods to final buyers

55. The organization buys the product and then resells it relatively unchanged
56. the process of matching offerings of firm to the needs and wants of market segments
57. Is business research that focuses on the potential of an industry

58. Defines the plans financial and marketing goals in terms of sales volume, market share and profit
59. Presents a brief overview of the proposed plan
60. Presents the special programs designed to achieve the business objectives
61. A tool to identify and assess the attractiveness of business opportunity

62. Separating a heterogeneous market into smaller homogeneous units

63. the sum total of all external and internal factors that influence a business.
64. research that helps marketers identify a specific factor that causes an effect in the marketplace
65. a type of preliminary research that allows marketers to better describe the marketing problem
66. Prepare a detailed timeline to complete all steps of the market research process.

67. Identifies the main opportunities/threats, strengths/weaknesses, and issues facing the product line
68. Prevent relevant background data on the market product, competition, distribution, and macro
environment
69. Forecasts the plans expected financial outcomes
70. one of the most important outputs of the marketing process
71. refers to the goods and services offered by the organization
72. These are to be combined or mixed in an appropriate proportion so as to achieve the marketing goal
73. Goods are produced to be sold to the consumers
74. a written document that summarizes what the marketer has learned about the marketplace and indicates
how the firm plans to reach its marketing objectives
75. They must be made available to the consumers at a place where they can conveniently make purchase
76. It contains tactical guidelines for the marketing programs and financial allocations over the planning period
77. It provides direction and focus for the brand, product, or company
78. consists of analyzing market opportunities, researching and selecting target markets, designing marketing
strategies, planning marketing programs, and organizing, implementing, and controlling the marketing effort
79. marketers organize the firms marketing resources to implement and control the marketing plan
80. To transform marketing strategy into marketing programs, marketing managers must make basic decisions
on marketing expenditures, marketing mix, and marketing allocation
81. Because of surprises and disappointments as marketing plans are implemented, the company also needs
feedback and control.
82. To evaluate its various opportunities, assess buyer wants and needs, and gauge market size, the firm needs
a marketing research and information system
83. The task of any business is to deliver value to the market at a profit
84. the firm makes something and then sells it
85. the marketer prepares a positioning strategy for each new and existing products progress through the life
cycle, makes decisions about product lines and branding, and designs and markets its services
86. a mixture of four ingredients, namely Product mix, Price mix, Place (Distribution) mix and Promotion mix
87. assumes that the company knows what to make and that the market will buy enough units to produce
profits for the company
88. affected by lots of different things
89. made up of all of the things that affect the way it operates
90. made up of factors that are close to the firm and affect it on a 'day to day' basis; usually these factors
interact with the firm or are involved in the same industry.
91. Federal, Provincial and Municipal governments purchase products and services and use them for their
constituents.

92. have the formal authority to buy products on behalf of the organization
93. These organizations buy the product and in some way reprocess it before reselling it to the next buyer
94. are businesses that operate in high-growth markets but have low relative market shares
95. are market leaders in a high-growth market
96. are businesses with weak market shares in low-growth markets; typically, these generate low profits or even
losses
97. a leading management consulting firm, developed and popularized the growth-share matrix
98. communities around it, various governments, and the environment
99. was once a question mark, but it does not necessarily produce positive cash flow; the company must still
spend to keep up with the high market growth and fight off competition
100. appropriate because the company has to think hard about whether to keep pouring money into this
business
101. strategy describes the game plan for achieving those goals
102. . These two factors make excellent marketing sense for rating a business
103. the objective is to preserve market share
104. its objective is to sell or liquidate the business because the resources can be better used elsewhere
105. Every business strategy consists of a marketing strategy plus a compatible technology strategy and
sourcing strategy
106. Stated the three generic types of marketing strategies
107. Here the business concentrates on achieving superior performance in an important customer benefit area,
such as being the leader in service, quality, style, or technologybut not leading in all of these things
108. made up of factors that affect the firm on a long term basis
109. not close to the firm, could be national or global measures and affect many industries and groups.

110. This force studies how easy it is for consumers to switch from a business's product or service to that of a
competitor
111. This force examines how easy or difficult it is for competitors to join the marketplace in the industry being
examined
112. This force looks at the power of the consumer to affect pricing and quality that consumers have power
when there aren't many of them, but lots of sellers, as well as when it is easy to switch from one business's
products or services to another
113. are examined to make predictions and includes trends related to consumer behaviour, employment,
technological advancements, new product development, competition, government norms and other factors
that impact the industry
114. may have no formal authority but control the flow of information
115. formal & informal authority to approve purchases
116. This force analyzes how much power a business's supplier has and how much control it has over the
potential to raise its prices, which, in turn, would lower a business's profitability.
117. It looks at how many competitors there are, how their prices and quality compare to the business being
examined and how much of a profit those competitors are earning, which would determine if they have the
ability to lower their costs even more
118. Porter regarded understanding both the competitive forces and the overall industry structure as crucial for
effective strategic decision-making
119. Here the business focuses on one or more narrow market segments, getting to know these segments
intimately and pursuing either cost leadership or differentiation within the target segment
120. Its objective is to increase short-term cash flow regardless of long-term effect
121. Some of the factor's in this environment can be controlled by the firm but some are uncontrollable
122. need to understand their marketing environment so that they can make the most of positive factors and
manage the impact of negative factors
123. The easier it is for a competitor to join the marketplace, the greater the risk of a business's market share
being depleted.

124. its objective is to increase market share

125. are former stars with the largest relative market share in a slow-growth market
126. The purpose of identifying the companys strategic business units is to develop separate strategies and
assign appropriate funding to the entire business portfolio