| A | B |
|---|
| SWOT analysis | An assessment of a company's strengths and weaknesses and the opportunities and threats that surround it. |
| environmental scan | An analysis of outside influences that may have an impact on an organization. |
| marketing plan | A formal written document communicating the goals, objectives, and strategies of a company. |
| executive summary | A brief overview of an entire marketing plan. |
| situation analysis | The study of the internal and external factors that affect marketing strategies. |
| marketing strategy | Identification of target markets and determination of marketing mix choices that focus on those markets. |
| sales forcasts | The projection of probable future sales in units or dollars. |
| performance standard | An expectation of performance that reflects a company's goals and marketing plan objectives. |
| market segmentation | The process of analyzing and classifying customers in a given market to create smaller, more precise target markets. |
| demographics | Statistics that describe a population in terms of personal characteristics such as age, gender, income, marital status, ethnicity, education, and occupation. |
| disposable income | The money left over after taxes are taken out of a consumer's income. |
| geographics | Segmentation of the market based on where people live. |
| psychographics | Studies of consumers based on social and psycological characteristics. |
| mass marketing | Use of a single marketing plan to reach all customers. |
