Lecture 3_Ch 2 - Chapter 2: Developing Successful Marketing...

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Chapter 2: Developing Successful Marketing and Corporate Strategies Professor Jade DeKinder
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What You Should Know { How to define Marketing { What the marketing mix elements are { How organizations build customer value through marketing
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What You Will Know { What the business, mission, culture, and goals of an organization are { The two ways to aid an organization in answering: “Where do we want to go?” { The three key phases of the strategic marketing process
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Organizational Types { Business Firm Privately owned Profits { Nonprofit NGO
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Organizational Levels { Corporate Top management makes overall strategy { Business unit Managers set direction for products and market opportunities { Functional Where strategic direction becomes more focused and specific
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Cross-Functional Teams { A small number of people from different departments in an organization who are mutually accountable to a common set of performance goals
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Strategy Issues { Business Accomplish “something” for “someone” What is our business? Who are our customers? What offerings should we provide? Example: Medtronic is “in the business of alleviating pain, restoring health, and extending life”
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Strategy Issues { The Mission A statement of the organization’s scope Frequently has inspirational theme
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This note was uploaded on 04/11/2008 for the course MKT 337 taught by Professor Mcallister during the Spring '07 term at University of Texas at Austin.

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Lecture 3_Ch 2 - Chapter 2: Developing Successful Marketing...

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