MK 201 Chapter Notes - Chapter 2: Marketing Mix, Swot Analysis, Strategic Business Unit
Document Summary
An organization"s long-term course of action that delivers a unique customer experience while achieving its goals. The corporate level: is where top management directs overall strategy for the entire organization. Strategic business unit: each unit is a strategic business unit, which is a subsidiary, division, or a unit of an organization that markets a set of related offerings to a clearly defined target market. Functional level: each strategic business unit has a functional level, where groups of specialists actually create value for the organization. The fundamental, passionate, and enduring principles that guide an organization. A statement or vision of an organization"s function in society. The set of values, ideas, attitudes, behavioral norms that is learned and shared among the members of an organization. The underlying industry or market sector of an organization"s offering. Statements of an accomplishment of a task to be achieved, often by a specific time.
