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Fall 2017 Chapters 1 and 2

Horizontales
The activity for creating, communicating, delivering, and exchanging offerings that benefit the organization, its stakeholders, and society at large.
The specific group of customers toward which you direct marketing efforts or marketing program.
An activity in which an enterprise uses a name, phrase, design, symbols, or combination of these and other intangible elements to identify the products or services of one marketer and to differentiate them from those of the competition.
The process of continually acquiring information on the external marketing environment to identify and interpret potential trends that may lead to entrepreneurial business opportunities.
An exclusive right granted for a invention, which can be a product or a process that provides a new way of doing something, or offers a new technical solution to a problem.
Verticales
Placing customers into groups.
Identifies certain goods or services as those produced or provided by a specific person or enterprise.
What gets integrated into a tangible marketing program that your business will se to gain and keep customers.
A new market space where demand is being created and not fought over.
Characterized by existing markets with established competition where the goal is simply to outperform rivals to steal share and grow.