MKT 337 Chapter Notes - Chapter 2: Genius Bar, Strategic Planning, Apple I
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Effective strategic planning requires continual attention, creativity, and management commitment. Strategic planning should be an ongoing process because the environment is continually changing a(cid:374)d the fir(cid:373)"s resources and capabilities are continually evolving. ***there may be some factors that overlap (ex. The apple store is both a place and product) In absence of the numerator, consumers have no power. Marketing: creating value so that a consumer will pay for it. Perceived value: how much value consumers feel you are providing for them; actual value does not matter.
