BUSMKT 1040 Chapter 2: Chapter 2 BUSMKT0040.docx
Document Summary
Define the organization"s mission: a mission may begin with these questions, what business are we in, what customers should we serve, how should we develop the firm"s capabilities and focus its efforts, marketing myopia, nintendo, 1880, 1989 disney characters on playing cardshelped them branch out of japan, hotels, video game console, playing cards, etc, if they haven"t branched out, we wouldn"t know who they are today, opening them up to new opportunities and defining themselves more broadly made them incredibly successful today. Includes: physical unit, package, warranty, service, brand, image, value, products can be , tangible goods, ideas, services. Product availability where and when customers want them: all activities from raw materials to finished products, ensure products arrive in usable condition at designated places when needed, promotion, role is to bring about exchanges with target markets by, informing, educating, persuading, reminding, any type of communication!
