Basics of Marketing - Kotler Philip

The basic concepts found in Chapter 17

Analysis of sales opportunities - measurement and evaluation of indicators of actual sales in comparison with the planned.

The opportunities for diversification growth are growth opportunities that open outside the firm's field of operations.

Opportunities for integration growth - opportunities for growth through integration of the firm's activities with other elements of the marketing system of the industry.

The opportunities for intensive growth - the opportunities for growth within the current scale of the firm's activities.

Deep introduction to the market - the company's search for ways to increase sales in existing markets through more aggressive marketing.

Horizontal diversification is the replenishment of the company's assortment with new products that are not related to the currently produced products, but which can arouse the interest of the existing clientele.

Horizontal integration is the acquisition by a firm of ownership or the establishment under a more stringent control from its side of a number of competing enterprises.

Conglomerate diversification is the replenishment of the assortment with products that have nothing to do with either the technology used by the firm or its current products and markets.

Control - measuring and analyzing the results of implementation of strategic plans and marketing plans and taking corrective actions.

Concentric diversification - replenishment of the assortment with new products, which, from a technical and / or marketing point of view, are similar to existing products of the firm.

Marketing opportunity of the company is an attractive direction of marketing efforts, where a particular firm can achieve a competitive advantage.

Danger is a complication arising from an unfavorable trend or a specific event, which - in the absence of targeted marketing efforts - can lead to the undermining of the survivability of the product or its death.

Planning - a formal procedure aimed at increasing the sales and profits of the firm and consisting of two parts - strategic planning and marketing planning.

Progressive integration is the acquisition by a firm of ownership or staging under more stringent control of its distribution system.

Expansion of market boundaries - the company's attempts to increase sales by introducing existing products to new markets.

Marketing audit is a comprehensive, systematic, impartial and regular investigation of the marketing environment, tasks, strategies and operational activities of the firm in order to identify emerging problems and opportunities and make recommendations on an action plan for improving the marketing activities of the firm.

Regressive integration is the acquisition by a firm of ownership or the establishment under more stringent control of its supply system.

Perfection of goods - the firm's activities to increase sales by creating new or improved products for its existing markets.

Strategic planning is the managerial process of creating and maintaining a strategic correspondence between the objectives of the firm, its potential opportunities and the chances in the field of marketing.

The marketing strategy is a rational logical construction, guided by which the organization expects to solve its marketing tasks and which includes specific strategies for target markets, the marketing mix and the level of marketing costs.

The function of the sales reaction is the forecast of the probable sales volume over a certain period of time at different cost levels for one or more elements of the marketing mix.