MKTG 2030 Chapter Notes - Chapter 2: Swot Analysis
21 May 2015
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Document Summary
Organizations usually consist of three organizational levels whose strategy is linked to marketing: board of directors, corporate level strategy, business unit level strategy, functional level strategy (marketing + other departments) Cmo: bring multi industry backgrounds, cross functional management expertise, analytical skills, intuitive marketing insight, create and deliver value to firm and customers. Core values: capture firms heart and soul, serve to inspire and motivate its stakeholders, timeless and should not change due to short term financial, operational, or marketing concerns, guide organizations conduct, must be communicated to and supported by top management and employees (if not, they"re just hollow words) Useful criteria for writing effective goals given by acronym smart: specific: be precise description of what is to be achieved, measurable: be a quantitative value to show attainment, attainable: be achievable, but challenging, relevant: be pertinent to firms mission, time based: have a deadline for completion.
