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MKT 337 - Ch 2 - Eddy Fong Marketing Chapter 2 I Where Can...

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Eddy Fong Marketing – Chapter 2 I. Where Can an “A” in a Course in Ice Cream Making Lead? a. Ben and Jerry’s, let customers order by website, create customer orders, contributed profits to philanthropic efforts, franchised to nonprofits, buys all supplies from hormone-free dairy cooperative now top-selling ice creamer II. Levels of Strategy in Organizations a. Today’s Organizations: Kinds, Levels, and Teams i. Kinds profit differentiates (reward to firm for risk it undertakes) 1. Business firm: privately owned org that serves customers for profit 2. Nonprofit: NGO that serves people but does not have profit as goal ii. Levels 1. Corporate level = top management directs overall strategy for all 2. Business unit = business unit managers set direction for their products and markets to exploit value-creating opportunities. a. Business unit = org that markets a set of related products to a clearly defined group of customers 3. Functional = Finance, R&D, IT, HR, Marketing, etc. a. Each BU has multiple functional levels iii. Teams 1. Lowest level, marketing is part of a team of functional specialists 2. Marketing department works with all other departments to succeed 3.
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