MKT 310 Lecture Notes - Lecture 2: Swot Analysis, Customer Service, Consumer Protection
31 Oct 2017
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Document Summary
Can be functional and geographical i. e. reporting to marketing manager and manager of ontario operations. Can be functional and product/service specific i. e. to marketing manager and product manager. Mission: how you are going to achieve it. Culture: in the context of its employees. Vision: in the context of it as a business that offers a product or service. Corporate culture: what they want to achieve and (sometimes) in what manner, (always) in the context of the employees (to other employees or to customers) Core values: what the company believes in. Core competency: is fundamental knowledge, ability, or expertise in a specific subject area or skill set than allows an organization to beat its competitors. Effect on marketing strategy: allows you to see if an opportunity is attractive or unattractive to your company thereby relating to your swot analysis. Provides an easily understood snapshot of the typical consumer in a specific target market.
