MKT 100 Lecture Notes - Lecture 2: Marketing Performance Measurement And Management, Strategic Management, Computer Monitor

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Marla Spergel

Document Summary

Mkt100 chapter 2: developing marketing strategies and a marketing plan (lecture notes) What is a strategy: a firms target market(s, a relatable marketing mix the 4 p"s o. The bases upon which the firm plans to build a sustainable competitive advantage. What is a strategy: an organization"s long-term course of action designed to deliver a unique customer experience while achieving its goals. What are examples of a functional level in an organization? o. Organizational direction: what will it do? o. Business: goals - smart specific measurable attainable relevant time based. Organizational strategies: how will it do: variation by level. Moving from the corporate to the strategic business unit to the functional level involves creating increasingly detailed strategies and plans: variation by offering - organizational strategies also vary by organizations offering. What is the meaning of an organization"s mission? o. It is the statement of the organization"s function in society.