Marketing Chapter 2 Chapter Summary & Key Terms.docx -...

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Marketing: An IntroductionChapter Summary & Key TermsChapter 2: Company and Marketing StrategyObjectives Review:In Chapter 1, we defined marketing and outlined the steps in the marketing process. Inthis chapter, we examined company-wide strategic planning and marketing’s role in theorganization. Then we looked more deeply into marketing management functions. Soyou’ve now had a pretty good overview of the fundamentals of modern marketing.OBJECTIVE 2-1 Explain company-wide strategic planning and its four steps. (pg.40-43)
OBJECTIVE 2-2 Discuss how to design business portfolios and develop growthstrategies. (pg. 43-48)

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Term
Spring
Professor
CarolynY.Nicholson
Tags
Marketing, partner

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