2.Describe the two steps of business portfolio planning, and discuss strategies for growth and downsizing.(textbook, pp. 49–53)
10. Explain the role of marketing in forming a value chain as well as a value-delivery network. (textbook, pp. 53–57) Partners in other company department (internal) - Value chain; carry out value-creating activities to design, produce, market, deliver and support a firm's products. Partners with other companies in the marketing system (external) value delivery network; the network made up of the company, supplier, distributors and ultimately, customer who partner with each other to improve the performance of the entire systems. 11. describe marketing strategy and the factors that influence it. (textbook, pp. 57–63) Marketing strategy is to create customer value and achieve profitable customer relationship. Market Segmentation - dividing market into group of buyers who have a different needs, characteristics or behaviors and who might require separate products or marketing programs. Marketing target - the process of evaluating each market segment's attractiveness and selecting one or more segments to enter.
- Spring '15