Textbook Notes (368,089)
Canada (161,636)
Commerce (596)
COMM 131 (63)
Chapter 2

Chapter 2 Notes.docx

1 Page
76 Views
Unlock Document

Department
Commerce
Course
COMM 131
Professor
Jacob Brower
Semester
Winter

Description
Marketing: Chapter 2 – Company and Marketing Strategy: Partnering to Build Customer Relationships Company­Wide Strategic Planning: Defining Marketing’s Role: • Strategic planning: process of developing and maintaining a strategic fit between the  organization’s goals and capabilities and its changing marketing opportunities • Steps in Strategic Planning: 1. Defining the company mission 2. Setting company objectives and goals (Corporate Level) 3. Designing the business portfolio 4. Planning marketing and other functional strategies (Business unit, product and  market level) Defining a Market­Oriented Mission: • Mission statement: statement of the organization’s purpose – what it wants to  accomplish in the larger environment; should be market oriented and defined in terms  of satisfying basic customer needs; meaningful, specific, and motivating, written to  emphasize company’s strengths in the marketplace • Answers the following questions: o What is our bu
More Less

Related notes for COMM 131

Log In


OR

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


OR

By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.


Submit