MKTG 2030 Chapter Notes - Chapter 1: Marketing Mix, Dollar General
27 Feb 2016
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Total shareholder return: represents the change in capital value of a listed/quoted company over a period (typically one year or longer), plus dividends, expressed as a plus or minus percentage of the opening value. Two factors that account for a company"s success over its competitors: strategy and execution. Stewart (before she went to jail) it diluted its marketing strategy, confused customers they retreated and competed directly with walmart, confused more customers, and eventually kmart filed for bankruptcy unclear marketing strategy. What is marketing: a disciplined process used by organizations to solve business problems, problems in textbook (pg. Marketing process: step 1: understand customers. Marketing strategies must be translated into sales strategies and other functional strategies the organization has to align all its functions to focus on the customer this cross-functional alignment is called customer focus customer needs, customer segments, target customer.
