NaimExplain

How do we define "return on investment" (ROI) in marketing? Answer: The net return from a marketing investment divided by the costs of the marketing investment.

How do we define "marketing implementation"? Answer: The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives.

How do we define "market segmentation"? Answer: Dividing a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate products or marketing programs.

How do we define "marketing strategy"? Answer: The marketing logic by which the company hopes to create customer value and achieve profitable customer relationships.

How do we define a "value delivery network" in marketing? Answer: The network made up of the company, suppliers, distributors, and ultimately customers who "partner" with each other to improve the performance of the entire system.

How do we define a "value chain" in marketing? Answer: The series of departments that carry out value-creating activities to design, produce, market, deliver, and support a firm's products.

How do we define a "product/market expansion grid" in marketing? Answer: A portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development or diversification.

How do we define a "growth-share matrix" in marketing? Answer: A portfolio-planning method that evaluates a company's strategic business units in terms of their market growth rate and relative market share. SBUs are classified as stars, cash cows, question marks, or dogs.

How do we define "portfolio analysis" in marketing? Answer: The process by which management evaluates the products and businesses making up the company.

Which of the following is not a step in the strategic planning process? Answer: The process by which management evaluates the products and businesses making the company.