MKT 3013 Lecture Notes - Lecture 2: Small Business, Marketing Mix, Cost Leadership
Document Summary
3 types of organizations: non profit, for profit, government, organizational structure i. ii. iii. A subsidiary, division or unit of an. Strategic business unit level organization that markets a set of related offerings to a clearly defined target market. At smaller, less complex businesses the corporate and sbu levels may be the same. Functional level actually create value for the organization. Cross functional teams - consist of a small number of people from different departments who are mutually accountable to accomplish a task or a common set of performance goals. Sometimes these teams will have representatives from outside the organization, such as suppliers or customers, to assist them: organization components i. Uses 3 elements: core values - fundamental, passionate, and enduring principles that guide its conduct over time. Firm"s direction - what? questions: what do we do? , what business are we in? : business direction: defines the business.
