Two or more businesses attempting to attract the same customers.

Tool used to compare the strengths and weaknesses of a product or company that competes with a business.

Analysis of the external factors that affect the success of business.

Document that describes business and marketing goals and the strategies and tactics that will be used to achieve them.

Maximum number of customers and amount of sales that can be generated from a specific segment in a defined time period.

Process of dividing a large market into smaller groups.

Percentage of total sales in a market that is held by one business.

Total sales per year for a specific product held by all the competing businesses.

Evaluation of the political, economic, social, and technological factors in a certain market or geographic region that may impact the success of a business.

Snapshot of the environment in which a business has been operating over a given period of time, usually the last 12 to 16 months.

Strengths, Weaknesses, Opportunities, and Threats the business faces.

Document that describes a business, how it operates, and how it makes a profit.

What the business aspires to accomplish.

Company message to customers about why the business exists.

Goal that is specific, measurable, attainable, realistic, and timely.

Decision made to execute the marketing plan and meet the goals of the business.

Process used to influence the customer's perception of a brand or product in relation to the competition.

List of the marketing tactics with details about how to execute each tactic.

Specific activity implemented to carry out the marketing strategies.

Financial plan for a fixed period of time that reflects anticipated revenue and shows how it will be allocated in the operation of the business.

Standards of Measurement.