MKT 100 Chapter Notes - Chapter 2: Customer Experience, Non-Governmental Organization, Organizational Culture
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MKT 100 Full Course Notes
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Business firms a privately owned that serves its customers in order to earn a profit. Non-profit organizations a nongovernmental organization that services its customers but does not have profit as an organizational goal. Levels in organizations: corporate level level at which top management directs overall strategy for the entire organization. Cross-functional teams: a small number of people from different departments in an organization who are mutually accountable to a common set of performance goals. External stakeholders: customers, suppliers, distributors, governments, union, local communities, and the general public. The business definition at birth, most organizations have a clear idea about what something and someone mean. But as the organization grows over time, often its purpose gets fuzzy or unclear. Organizations must be careful not to define their business too narrowly or too broadly. If they do, they may lose sight of who their customers are and how to best serve them.
