MCS 1000 Chapter Notes - Chapter 2: Marketing Mix, Weight Watchers, New Current

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Sergio Meza

Document Summary

Reward for the risk undertaken in marketing offerings. Industry: group of organizations that develop similar offerings e. Make strategic decisions that reflect the dynamics of the industry to create a compelling and sustainable advantage for their offerings relative to those of competitors to achieve a superior level of performance. Every organization must develop strategies to help focus and direct its efforts to. Structure of today"s organizations accomplish its goals: corporate level: top management that directs overall strategy for the entire organization. Board of directors oversees 3 levels of organizations pre-> corporate-level strategy -> business unit-level strategy -> functional-level strategy (information systems, finance, research and development, marketing, manufacturing and human resources) departments. Strategic business unit: subsidiary division or unit of an organization that markets a set of related offerings to a clearly defined group of customers. Strategic business level: managers set more specific strategic directions for the businesses to exploit value-creating opportunities.