BUSI 406_Jan 13

BUSI 406_Jan 13 - Company and Marketing Strategy BUSI 406...

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Company and Marketing  Strategy BUSI 406 Session 2 Jan 13 2009
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Strategic Planning The process of developing and maintaining a  strategic fit between the organization’s goals and  capabilities and its changing marketing  opportunities. BUSI 406 Spring 2010 2-2
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The Mission Statement Corporate level: Defining the company mission. Setting objectives and goals. Designing the business portfolio. Business unit, product, and market level: Planning marketing and other functional strategies. Questions the mission statement should answer include: What is our business? Who is our customer? What do consumers value? What  should  our business be? Mission statements should be market oriented, not product  oriented and translate to the lower levels meaningfully. BUSI 406 Spring 2010 2-3
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Business Portfolio  Analysis BUSI 406 Spring 2010 2-4 Relative Market Share HIGH LOW
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Product-Market Grid BUSI 406 Spring 2010 2-5 Diversification Market Development Product Development Market Penetration Product Strategy NEW OLD
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This note was uploaded on 02/27/2012 for the course BUSI 407 taught by Professor Bowen during the Spring '11 term at UNC.

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BUSI 406_Jan 13 - Company and Marketing Strategy BUSI 406...

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