MarketingCh2

MarketingCh2 - Chapter 2 Linking Marketing and Corporate...

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Chapter 2 Linking Marketing and Corporate Strategies
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Similar to Figure 2-1, p. 29 Three levels of strategy in an organization Spots 1 2 3 4 5 Board of Directors Strategy: An organization’s long-term course of action designed to deliver a unique customer experience while achieving its goals.
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Strategy in Visionary Organizations Figure 2-2, p. 31 Organizational Foundation (why) Core values Mission Organizational culture Organizational Direction (what) Business Goals (objectives) Long- term Short- term Organizational Strategies (how) By level (corporate, SBU, functional) By offering (product, service, idea) + = Company Values Much has changed since 1912, but some things remain the same. The values that the company's founder, L.L. Bean, was raised to believe in were simple and deeply engrained. Nature is something to be revered. Family ties are a priority. Being neighborly is a matter of course. And "do unto others" is not just a saying but a way of life. When L.L. launched his company, he believed so strongly in the Golden
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MarketingCh2 - Chapter 2 Linking Marketing and Corporate...

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