Marketing chapter 2:
Strategic Planning The managerial process of creating and maintaining a fit between the organizations
objectives and resources and evolving market opportunities.
Strategic Business Unit A subgroup of a single business or a collection
Marketing Chapter 3
Casuist Ethical theory A theory that compares a current ethical dilemma with examples of similar
ethical dilemmas and their outcomes.
Cause-related Marketing The cooperative marketing efforts between a for-profit firm and a
Marketing Chapter 4
Applied research An attempt to develop new or improved products.
Baby boomers People born between 1946-1964 (live long, good mental attitude, feel younger,
volunteering, 85% plan on working over 50)
Basic research Research which intend
Marketing Chapter 6
Consumer Behavior describes how consumers make purchase decisions and how they and dispose of
goods and services.
Consumer decision-making process (1) Need recognition (2) information search (3) Evaluation of
alternatives (4) Purchase
Marketing chapter 8:
Market People or organizations with needs or wants and the ability and willingness to buy.
Market segment A subgroup of people or organizations sharing one or more characteristics that cause
them to have similar product needs
Marketing chapter 11
New-product strategy A plan that links the new-product development process with the objectives of
the marketing department, the nosiness unit and the corporation
Product development process for converting applications for new technolo
Marketing Chapter 13
Marketing channel A set of interdependent organizations that ease the transfer of ownership as
products move from producer to business user or consumer.
Channel Members All parties in the marketing channel that negotiate with one anot
Marketing chapter 10
Product Everything, both favorable and unfavorable, that a person receives in an exchange.
Business product A product used to manufacture other goods or services, to facilitate an organizations
operations, or to resell to other custom