MKTG 2800 Lecture Notes - Lecture 2: Privately Held Company, Computer Monitor, Non-Governmental Organization
4 Sep 2016
School
Department
Course
Professor
CHAPTER 2 – DEVELOPING SUCCESSFUL ORGANIZATIONAL AND MARKETING
STRATEGIES
Organization: legal entity that consists of people who share a common mission.
1. For-profit: privately owned organization that serves its customers to earn a profit so that
it can survive
2. Nonprofit: nongovernmental organization that serves its customers but does not have
profit as an organizational goal
3. Government agencies: government agency is a federal, state, county, or city unit that
provides a specific service to its constituents
Strategy: an organization’s long term course of action designed to deliver a unique customer
experience while achieving its goals
Board of directors oversee the three levels of strategy in organizations-
1. Corporate level – top management directs overall strategy for the entire organization –
CEO/president; CMO- chief marketing officer
2. Strategic Business Unit level – subsidiary, division, or unit of an organization that
markets a set of related offerings to a clearly defined target market
3. Functional level – groups of specialists actually create value for the organization.
ORGANIZATIONAL FOUNDATION
• Core values – the fundamental, passionate, and enduring principles that guide its conduct
over time
o Motivate its stakeholders
• Mission – a statement of the organization’s function in society that often identifies its
customers, markets, products, and technologies
• Organizational culture – the set of values, ideas, attitudes, and norms of behavior that is
learned and shared among the members of an organization
ORGANIZATIONAL DIRECTION
• Business – clear, broad, underlying industry or market sector of an organization’s
offering
• Goals:
o Profit
o Sales
o Market share: ratio of sales revenue of the firm to the total sales revenue of all
firms in the industry
o Quality
o Customer satisfaction
o Employee welfare
o Social responsibility
ORGANIZATIONAL STRATEGIES
• Marketing plan: a road map for the marketing actions of an organization for a specified
future time period
• Marketing dashboard: the visual computer display of the essential information related
to achieving a marketing objective – CMO looks at a graph/table and makes a decision
whether to take action or to analyze the problem further
• Marketing metric: measure of the quantitative value or trend of a marketing action or
result
find more resources at oneclass.com
find more resources at oneclass.com
