Strategicmarketing答题.ppt

Strategic marketing;Strategic planning;Strategic plan: a plan that describes how a firm will adapt to take advantage of opportunities in its constantly changing environment, thereby maintaining a strategic fit between the firm’s goals and capabilities and its changing market opportunities.;Market analysis, planning, implementation and control;The mission;Strategic business unit;The business portfolio;The BCG growth-share matrix;Question marks: low-share business units in high-growth markets that require a lot of cash in order to hold their share or become stars. Dogs: low-growth, low-share bus