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Powerpoints Segment 18 - SEGMENT 18 MARKETING CORPORATE...

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SEGMENT 18 MARKETING & CORPORATE STRATEGY (Related chapter in text: 2)
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LEARNING OBJECTIVES Understand the value of a corporate mission. Understand product portfolio analysis and its use in strategy formulation.
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LEARNING OBJECTIVES Define and understand the importance of an organization’s core competency and sustainable competitive advantage. Understand the importance of market share as a marketing objective.
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LEARNING OBJECTIVES Distinguish among the various approaches to budgeting for marketing. Describe the components of a marketing plan.
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CORPORATE MISSION A clear statement of the markets in which the firm competes and seeks to deliver customer value.
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WESTIN HOTELS Our goal is that you leave feeling better than you did when you arrived…strive to develop guest experiences that help you be at your very best in mind, body and spirit.
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GOOGLE Organizing the world’s information and making it universally accessible and useful
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BOSTON BEER COMPANY We are the Boston Beer Company. We make the best beer in America.
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EXAMPLE: LOUISVILLE REDBIRDS Clean Autographs Baseball Great Family Fireworks Entertainment Good Food Picnic Area Low Prices
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AVOID MARKETING MYOPIA !
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