The production of products or services that will generate the highest return on investment
The strategies used in the advertising and promotion of products and services
The process of identifying target market segments for a product or service
The activity for creating, communicating, delivering, and exchanging offerings that benefit the organization, its stakeholders, and society at large
The activity involved in actually getting a product or service to the ultimate user
A healthy competitive environment
A sense of social responsibility
A desire and ability on their part to be satisfied
An ability to see hidden potential within an environmental force
People who could purchase a product regardless who ultimately uses it.
One or more specific groups of potential consumers toward which an organization directs its marketing program
Former customers who now use competitors' products
Customers who shop at Target stores.
People with both the desire and the ability to buy a specific offering.
The target goal set by a company regarding future profits
The target objective set by a company regarding future market share
The functional philosophy of a corporation that dictates the behavior of all its employees
Specific strategies and tactics that will be used to counteract any advantages of competitors.
A statement of the organization's functions in society, often identifying its customers, markets, products, and technologies
Strengths, weaknesses, opportunities, and tactics
Strengths, weaknesses, options, and tactics
Strengths, weaknesses, opportunities, and threats
Simple, workable, optimal, and timely
State the problem, work out a strategy, organize your team, and take action
Market growth rate
Market segment size
Relative market share with respect to largest competitor
Strengths, Weaknesses, Opportunities, Threats
Strengths, Weaknesses, Objects, Threats
Support, Weaknesses, Objects, Threats
Strength , Weaknesses, Objectives, Threats
Gay and lesbians
The personal moral philosophy of the decision maker.
Societal culture and norms.
Business culture and industry practices.
Laws enacted by Congress and regulations by federal and state governments.
chance and opportunity
The marketing concept
Post purchase behavior
Alternative selection group.
Semantic differential scale
Virtual focus groups
Social networking Web sites
the discussion leader can help change negative panel responses into positive ones.
The company can find out if consumers change their purchasing behavior over time.
Panel members often help each other by bringing up ideas for discussion that others didn't initially think of but that were important to them
There will usually be one panel member who dominates the discussion and helps keep the conversation focused.
. panel members are highly defined demographically, so it is relatively simple to replace an individual member without losing continuity