MK 201 Chapter Notes - Chapter 2: Marketing Strategy, Computer Monitor, Customer Satisfaction
Document Summary
An organizations long-term course of action that delivers a unique customer experience while achieving its goals. Corporate level: top management directors overall strategy for the entire organization. Above them is the board of directors. Organizational foundation: successful visionary organizations use this foundation to guide and inspire their employees through three elements. The fundamental passionate and enduring principles that guide an organization. A statement or vision of an organizations function in society. The set of values ideas attitudes and behavioral norms that is learning and shared among he members of an organizations. The underlying industry or market sector of an organizations offering: goals. Statements of an accomplishment of a task to be achieved often by a specific time. Profit: to get as high a financial return on their investment as possible. Sales: to maintain or increase its sales even though profits may not be maximized. Market share: ratio of a firms sales to the total of all firms in the industry.
