[STCM 10300] - Final Exam Guide - Ultimate 45 pages long Study Guide!
29 Nov 2016
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Done for a purpose (goal in mind) Purposefully consistent with an organization"s overall strategy: enhances its goals and position. Spans boundaries: works holistically and consistently. Monitors reputation of own organization and competitors. Works with investors; hr; csr; advertising; marketing. Communication between the organization and its customers. Conducts market research: find out what the customer wants and give it to them, ex: focus groups, surveys, big data . Develops and implements ways to satisfy its customers better than competitors. 4 p"s product; place; price; promotion (distribution) Works with adverting; events; pr; customer service; product research and development. Oversees efforts to actively participate in the communities affected by the company. Willingness to be a good corporate citizen . Looks at the organization"s impact on the world. Identifies key causes that align with the organization"s mission/values. Advertising creates brand awareness: print, digital, broadcast.
