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Chapter 2

A+ Notes: Ch. 2

3 Pages

Management (MGM)
Course Code

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Ch 2 Company and Marketing StrategyCompanywide Strategic Planning Defining Marketings RoleNASCAR customer driven strategycreate long lasting relationshipsstrategic planningdevelopingmaintaining strategic fit bw orgns goalscapabilitieschanging market opportunitiesfocus on LT survival and growthsets stage for rest of planningmission statementorgns purposewhat it wants to accomplish in larger enviromarketorienteddefined in terms of basic customer neednot just We sellbe the best inindustrynot to make more salesprofithow can co make contribution to worldex Google organize worlds info and make it universally accessiblemission needs to be translated to objectives for current periodDesigning the Business Portfoliobusiness portfoliocollection of business and products that make up companyguided by mission statementobj fit cos strengthsweaknesses to opportunitiesportfolio analysismgmt evaluates strategic business units SBUsSBUs can be division product line indiv productgrowthshare matrix BCGevaluate in terms of market growthmarket shareStarQuestion markNeed he
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