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| Strategic planning | برنامه ریزی استراتژیک | The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities. It involves defining a clear company mission, setting supporting objectives, designing a sound business portfolio, and coordinating functional strategies |
| Mission statement | بیانیه ماموریت | A statement of the organization’s purpose—what it wants to accomplish in the larger environment |
| Business portfolio | سبد سرمایه گذاری کسب و کار | The collection of business and products that make up the company |
| Portfolio analysis | تحلیل سبد سرمایه گذاری | A tool by which management identifies and evaluates that various businesses that make up the company |
| Strategic Business Unit (SBU) | واحد تجاری استراتژیک | A unit of the company that has a separate mission and objectives and that can be planned independently from other company business. An SBU can be a company division, a product line within a division, or sometimes a single product or brand |
| Diversification | تنوع | A strategy for company growth by starting up or acquiring businesses outside the company’s current products and markets |
| Growth-share matrix | ماتریس BCG
ماتریس سهم-رشد |
A portfolio-planning method that evaluates a company’s strategic business units in terms of their market growth rate and relative market share. SBU’s are classified as stars, cash cows, question marks, or dogs |
| Product-market expansion grid | شبکه پخش بازار محصول | A portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversification |
| Market penetration | رسوخ در بازار | A strategy for company growth by increasing sales of current products to current market segments without changing the product |
| Market development | توسعه بازار | A strategy for company growth by identifying and developing new market segments for current company products |
| Product development | توعه محصول | A strategy for company growth by offering modified or new products to current market segments. Developing the product concept into a physical product in order to ensure that the product idea can be turned into a workable product |
| Marketing process | فرایند بازاریابی | The process of (1) analyzing marketing opportunities, (2) selecting target markets, (3) developing the marketing mix, and (4) managing the marketing effort |
| Demand or market levels | سطح بازار یا تقاضا | population, potential, available, qualified, served, and penetrated |
| Company strategies | استراتژی های شرکت | low cost, differentiation, focusing |
| Market strategies | استراتژی های بازار | positioning, innovation, life cycle, competition, global reach |
| Homogeneity and heterogeneity | همگن و غیرهمگن | extremes of consistency influencing pricing, targeting, and a size of target segment for product |
| Competitive strategies | استراتژی های رقابتی | challenger, competitive position, market leader, follower, nicher |
| Ansoff matrix | ماتریس انساف | penetration, diversification and development of products and markets depending on new or mature markets or products |
| Portfolio | سبد سرمایه گذاری | A collection of businesses owned and managed by a parent corporation |
| Individualized portfolio techniques | تکنیکهای سبدسازی فردی | Portfolio techniques which develop specific company definitions of business strength, and of market attractiveness, rather than using the simpler definitions of the Boston Consulting group for those factors of market share and market growth |
| Stars | ستاره ها | A company‘s ‚big winners‘ – business that hold high relative market shares in high-growth markets |
| Strategy | استراتژی | The major objectives of the organisation and a general plan for achieving these objectives |
| Strategic management | مدیریت استراتژیک | The management of a strategy; it involves at least four steps, i.e. analysing, planning, implementing, and control |
| 80/20 principle | اصل، قانون 20/80 | A “law” which states that 80 percent of business in a territory comes from 20 percent of accounts- and, controversially, that only 20 percent of business comes from the other 80 percent of accounts (which is in reality only approximate) |
| Marketing strategy | استراتژی بازاریابی | An overall statement of an organisation‘s goals in terms of markets (Who are our customers) and products (What are we selling) = The marketing logic by which the business unit hopes to achieve its marketing objectives |
| Strategic business unit | واحد تجاری استراتژیک | A single business with its own unique goal or mission, its own products or services, its own identifiable group of customers, its own competitors, its own resources, and a responsible manager |
| Strategic control | کنترل استراتژیک | The control of major strategy directions |
| Market segmentation | بخش بندی بازار | (1) The division of large, dissimilar populations into smaller, more similar groups. (2) The process of subdividing large, heterogeneous (dissimilar) whole markets into smaller, homogenous (similar) parts of submarkets = Dividing a market into distinct groups of buyers on the basis of needs, characteristics, or behaviour who might require separate products or marketing mixes |
| Market segment | بخش بازار | A group of consumers who respond in a similar way to a given set of marketing efforts |
| Segment marketing | بازاریابی بخش | Isolating broad segments that make up a market and adapting the marketing to match the needs of one or more segments |
| Niche marketing | بازاریابی نیش | Focusing on subsegments or niches with distinctive traits that may seek a special combination of benefits |
| Micromarketing | بازاریابی خرد | The practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations—includes local marketing andindividual marketing |
| Local marketing | بازاریابی محلی | Tailoring brands and promotions to the needs and wants of local customer groups—cities, neighborhoods, and even specific stores |
| Individual marketing | بازاریابی فردی | Tailoring products and marketing programs to the needs and preferences of individual customers—also labeled one-to-one marketing, customized marketing, and markets-of-one marketing |
| Segmentation variables | متغیرهای بخش بندی | Factors by which market segments are formed, e.g., geographic, demographic, socio-economic, behavioural, and psychographic variables |
| Geographic segmentation | بخش بندی جغرافیایی | Dividing a market into different geographical units such as nations, states, regions, counties, cities, or neighborhoods |
| Demographics | جمعیت شناختی | A catchall term referring to particular variables describing populations, such as age , wages , |
| Age and life-cycle segmentation | بخش بندی سن و چرخه عمر | Dividing a market into different age and life-cycle group |
| Gender segmentation | بخش بندی جنسیتی | Dividing a market into different groups based on s-e-x |
| Income segmentation | بخش بندی درآمدی | Dividing a market into different income groups |
| Behaviouristic segmentation | بخش بندی رفتارگرا | A method of segmenting a market by dividing customers into groups based on their usage, loyalties, or buying responses to a product or service |
| Psychographics | روانشناختی | The system of measurement of life styles |
| Psychogenic needs | نیازهای روانشناختی | Needs which arise from learning and socialisation |
| Behavioral segmentation | بخش بندی رفتاری | Dividing a market into groups based on consumer knowledge, attitude, use, or response to a product |
| Benefit segmentation | بخش بندی فایده | A method of segmenting markets on the basis of the major benefits consumers seek in a product or service |
| Occasion segmentation | بخش بندی سببی | Dividing the market into groups according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item |
| Intermarket segmentation | بخش بندی درون بازار | Forming segments of consumers who have similar needs and buying behavior even though they are located in different countries |
| Target market | بازار هدف | A set of buyers sharing common needs or characteristics that the company decides to serve |
| Market targeting | هدفگیری بازار | The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter |
| Differentiated marketing | بازاریابی متفاوت | The strategy of pursuing several market segments with particular products and marketing mixes designed for the needs of each / A type of marketing strategy whereby a firm offers products or services to a number of market segments and develops separate marketing strategies for each |
| Undifferentiated marketing | بازاریابی غیر متفاوت | The process opposite of market segmentation; i.e., marketers define their products as broadly as possible and promote a product or service to anyone capable of making a purchase |
| Concentrated marketing | بازایابی متمرکز | The strategy of focusing on a single, easily defined, profitable market segment |
| Product-oriented positioning | جایگاه یابی محصول محور | The strategy that rests on some attribute inherent in a product’s makeup, packaging, use, or price |
| Market positioning | جایگاه یابی بازار | Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers |
| Product positioning | جایگاه یابی محصول | The process by which marketers create and image in buyers’ minds and control buyers’ perceptions of their product |
| Repositioning | جایگاه یابی مجدد | The conscious effort to change consumers’ perceptions of a product – may be in order when marketers discover that a product appeals to other market segments |
| Consumer oriented positioning | جایگاه یابی مصرف کننده محور | The strategy aimed at getting the consumer to perceive a product in some unique, personally related manner, regardless of the product’s characteristics |
| Value proposition | ارزش پیشنهادی | The full positioning of a brand—the full mix of benefits upon which it is positioned. |
| Marketing planning | برنامه بازاریابی | The process through which an organisation designs the offerings that will satisfy the needs of its target markets |