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MKTG 25010 Study Guide - Quiz Guide: Tael, Marketing Mix, Swot AnalysisExam


Department
Marketing
Course Code
MKTG 25010
Professor
Lawrence J.Marks
Study Guide
Quiz

This preview shows pages 1-3. to view the full 14 pages of the document.
33
Chapter 2: Developing Successful Marketing and Organizational
Strategies
HP example: Where’s HP going?
I) Strategic Planning
a) By failing to prepare, you are preparing ________________________
b) If you don't know where you are going, then it doesn’t matter
____________________________________________
II) Corporate Strategy
x Corporate strategy is used by ________________, whether profit or non-
profit, manufacturer or service, entrepreneurship or a global corporation.
III) Marketing Strategy
a) Selecting and analyzing a _______________ market and
b) creating and maintaining an appropriate ______________ mix to
c) deliver a unique ___________________________ experience
d) while achieving organizational ____________________________.
e) Whether you are a profit or a nonprofit organization, you need to have a
_____________________ to set your direction and achieve your goals.
tael
which
pathyoutake
album
target
marketing
customer
goals
strategy
Strategyisanorganization'slongtermcourseofactiondesigned
todeliverauniquecustomerexperiencewhile
achieving itsgoals

Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

34
IV) Three levels of Strategy in Organizations
(see text page
30, Figure 2-1,
The board of
directors
oversees the
three levels of
strategy in
organizations:
corporate,
business unit,
and functional)
V) Organizational Structure
a) Corporate
i. The ______________; CEO, CFO, CMO
ii. Top management sets and ________________ the overall strategy for
the firm
x How does this work for our entrepreneurs?
top
management
directsoverall
strategy for
the
managers
setamore entireorganization
specific
direction
their
businesses
to
exploit
valuecreating
opportunities
groups
of
specialists
actually
create
value
for
the
organization
Clevel
dire
as

Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

35
o Tim Apel, AAA Homes
o Rob Felber, Felber & Felber Marketing
o Gary Trinetti, Garick
x Which of our guest faculty are at the “C” level?
o Dan Muller, Timken?
b) _______________________________________________ (SBU’s)
i. A division, product line or profit center
ii. Selling a distinct set of _______________________________
to a specific __________________________________
against well-defined _______________________.
iii. SBU’s operate in markets that have ____________________, growth
rates, opportunities/threats, competition, and profit potential
iv. So, planners must be ________________________ about these in
doing planning, in allocating resources, and in performing evaluations
e.g., Don Kosec - (Now SPECTRUM BUSINESS) -- TWC operates three
business units: Residential Services, Business Services and Media Services,
VI) Functional/Department Level
x Strategy can be made at three different levels:
a) The Corporate Level
b) The Strategic Business Unit level
c) The functional or department level
i. Department input and role:
VII) Levels of Strategic Market Planning
Strategic
Business
wmk
products
1
services
target market
competitors
different sites
knowledgeable
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