Process of anticipating the
future and determining the courses of action necessary for achieving
organizational objectives.
process of anticipating the
future and determining the courses of action necessary for achieving marketing objectives.
Process of determining an
organization's primary objectives, allocating funds, and then initiating
actions designed to achieve those objectives.
Implementation of activities
that are necessary for the achievement of the firm's objectives.
General enduring statement of
organizational purpose.
Study of organizational
resources and capabilities to assess the firm's strengths and weaknesses and
scanning the external environments to identify opportunities and threats.
Limited periods during which the
"fit " between the key requirements of a market and the particular
competencies of a firm is optimal.
Selection of a target market and
the related blending of marketing mix elements.
Related product groupings of
businesses within a multiproduct firm with specific managers, resources,
objectives, and competitors; structured for optimal planning purposes.
Matrix that classifies a firm's
products in terms of the industry growth rate and its market share relative to
competitive products.
Marketing planning tool that
uses a decision&-oriented computer program to answer "what if "
questions posed by marketing managers.
Objective evaluation of an
organization's marketing philosophy, goals, policies, tactics, practices, and
results.
Estimate of company sales for a
specified future period.
Qualitative sales forecasting
method that combines and averages the sales expectation of various executives.
Qualitative sales forecasting
method that involves several rounds of anonymous forecasts and ends when a
consensus of the participants is reached.
Qualitative sales forecasting
method in which sales estimates are based on the combined estimates of the
firm's salesfocre.
Qualitative sales forecasting
method in which sample groups of present and potential customers are surveyed
concerning their purchase intentions.
Quantitative forecasting method
in which a new product, price, promotional campaign, or other marketing
variable is introduced in a relatively small test market location in order to
assess consumer reactions.
Quantitative sales forecasting
method in which estimates of future sales are determined through statistical
analyses of historical sales patterns.
Quantitative forecasting
technique that assigns weights to historical sales data, giving greater weight
to the most recent data.
Broadbased
economic forecasting that focuses on the impact of external factors on the
firm's markets.
