MK 201 Chapter Notes - Chapter 2: Marketing Strategy, Polskie Radio Program I, Non-Governmental Organization

• School: Quinnipiac University
• Department: Marketing
• Course: MK 201
• Professor: Ben Liu

Document Summary

Organization a legal entity that consist of people who share a common mission. For-profit organization also know as business firms, is a privately owned organization such as target, etc. Profit the reward to a for-profit organization for the risk its undertakes in marketing its offerings. Nonprofit organization a nongovernmental organization that serves its customers but does not have profits as an organizational goal. Strategy a(cid:374) orga(cid:374)izatio(cid:374)"s lo(cid:374)g-term course of action that delivers a unique customer experience while achieving its goal. Corporate level top management directs overall strategy for the e(cid:374)tire orga(cid:374)izatio(cid:374). Strategic business unit(sbu) a subsidiary, division, or unit of an organization that markets a set of related offerings to a clearly define target market. Strategic business unit level managers set a more focused direction for their unit to exploit value-creating opportunities. Functional level where groups of specialist actually create value for the organization/ decisions become more specific.