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Chapter_2_Glossary

Chapter_2_Glossary - Chapter 2 Glossary cash cow in the...

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Chapter 2 Glossary cash cow in the portfolio matrix, a business unit that generates more cash than it needs to maintain its market share competitive advantage a set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition control provides the mechanisms for evaluating marketing results in light of the plan’s objectives and for correcting actions that do not help the organization reach those objectives within budget guidelines cost competitive advantage being the low-cost competitor in an industry while maintaining satisfactory profit margins diversification a strategy of increasing sales by introducing new products into new markets dog in the portfolio matrix, a business unit that has low growth potential and a small market share environmental scanning collection and interpretation of information about forces, events, and relationships in the external environment that may affect the future of the organization or the implementation of the marketing plan evaluation
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