Marketing and Business Analytics

 The net return from a marketing investment divided by the costs of the marketing investment

Measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that the objectives are achieved.

Turning marketing strategies and plans into marketing actions to accomplish strategic marketing objectives.

 An overall evaluation of the company’s strengths (S), weaknesses (W), opportunities (O), and threats (T). 

The set of marketing tools—product, price, place, and promotion—that the firm blends to produce the response it wants in the target market

Actually differentiating the market offering to create superior customer value relative to the competition. 

 Evaluating each market segment’s attractiveness and selecting one or more segments to serve.

 A group of consumers who are expected to respond in a similar way to a given set of marketing efforts.

Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors and who might require separate marketing strategies or mixes.

The marketing logic by which the company hopes to create customer value and achieve profitable customer relationships. 

 A network composed of the company, suppliers, distributors, and, ultimately, even customers who partner with each other to improve the performance of the entire system in delivering customer value.

 The set of internal departments that carry out value-creating activities to design, produce, market, deliver, and support a firm’s products.

 Company growth through starting up or acquiring businesses outside the company’s current products and markets

Company growth by offering modified or new products to current market segments.

 Company growth by identifying and developing new market segments for current company products.

Company growth by increasing sales of current products to current market segments without changing the product.