Bus 320 Chapter Notes - Chapter 2: Boston Consulting Group, Pearson Education, Ray Kroc

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Document Summary

Company and marketing strategy: partnering to build customer. In this chapter, we dig deeper into steps two and three of the marketing process designing customer-driven marketing strategies and constructing marketing programs. First, we look at the organization"s overall strategic planning. Next, we discuss how marketers partner closely with others inside and outside the firm to serve customers. We then examine marketing strategy and planning how marketers choose target markets, position their market offerings, develop a marketing mix, and manage their marketing programs. Finally, we look at measuring and managing return on marketing investment. More than a half a century ago, ray kroc set out on a mission to transform the way americans eat. Kroc bought the small chain of fast-food restaurants owned by the mcdonald brothers for. From the beginning, kroc preached the motto of qscv quality, service, cleanliness and value. By applying these concepts, the company perfected the fast-food concept delivering.

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