ADM 2320 Lecture Notes - Lecture 4: Marketing Myopia, Crisis Management
26 Sep 2016
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2)corporate goals and values: corporate vision and mission. Industry outlook: where is the industry going, recent trends, recent developments, subjective judgement, porter 5 competitive forces: analysis is a framework that attempts to analyze the level of competition within an industry and business strategy development. Corporate goals and values: a corporation"s institutional standards of behavior: building corporate brand image, reputation and credibility c, public relations, corporate crisis management. Where are we going: marketing myopia: what is the importance of a mission statement? a. i. To brand itself in a broad sense and to remind stakeholders that key to growth is to make products fulfilling the needs of customer, not merely achieving perfection on their limited standards. a. ii. What is the value to the customer? (consumer value focus) a. i. 3. Good missions: google: to organize the world"s information and make it universally accessible and useful , ge: we bring good things to life , microsoft have changed: a. i. a. ii.
