tailieunhanh - Lecture Marketing (12/e): Chapter 2 – Kerin, Hartley, Rudelius

Chapter 2: Developing successful organizational and marketing strategies. In this chapter you will learn: Describe three kinds of organizations and the three levels of strategy in them; describe core values, mission, organizational culture, business, and goals; explain why managers use marketing dashboards and marketing metrics;. | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Describe three kinds of organizations and the three levels of strategy in them. Explain why managers use marketing dashboards and marketing metrics. LO 2-3 LO 2-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 2, YOU SHOULD BE ABLE TO: LO 2-1 Describe core values, mission, organizational culture, business, and goals. LO 2-4 Discuss how an organization assesses where it is now and where it seeks to be. 2- LO 2-6 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 2, YOU SHOULD BE ABLE TO: LO 2-5 Explain the three steps of the planning phase of the strategic marketing process. Describe the four components of the implementation phase of the strategic marketing process. LO 2-7 Discuss how managers identify and act on deviations from plans. 2- STARTING A BUSINESS BY GETTING AN “A” IN AN ICE CREAM-MAKING COURSE! 2- TODAY’S . | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Describe three kinds of organizations and the three levels of strategy in them. Explain why managers use marketing dashboards and marketing metrics. LO 2-3 LO 2-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 2, YOU SHOULD BE ABLE TO: LO 2-1 Describe core values, mission, organizational culture, business, and goals. LO 2-4 Discuss how an organization assesses where it is now and where it seeks to be. 2- LO 2-6 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 2, YOU SHOULD BE ABLE TO: LO 2-5 Explain the three steps of the planning phase of the strategic marketing process. Describe the four components of the implementation phase of the strategic marketing process. LO 2-7 Discuss how managers identify and act on deviations from plans. 2- STARTING A BUSINESS BY GETTING AN “A” IN AN ICE CREAM-MAKING COURSE! 2- TODAY’S ORGANIZATIONS KINDS OF ORGANIZATIONS LO 2-1 Organization Offerings For-Profit Organization (Business Firm) Nonprofit Organization Industry Profit Government Agency 2- FIGURE 2-A How an industry is structured 2- MAKING RESPONSIBLE DECISIONS Using Social Entrepreneurship to Help People Social Entrepreneurship LO 2-1 2- FIGURE 2-1 The board of directors oversees the three levels of strategy in organizations: corporate, business unit, and functional 2- Strategy TODAY’S ORGANIZATIONS STRATEGY AND ORGANIZATIONAL STRUCTURE LO 2-1 Can’t Be “All Things to All People” Corporate Level Chief Marketing Officer (CMO) Strategic Business Unit (SBU) Level Perfume Leather Goods Luggage 2- TODAY’S ORGANIZATIONS STRATEGY AND ORGANIZATIONAL STRUCTURE LO 2-1 Functional Level Department Cross-Functional Teams 2- FIGURE 2-2 Visionary organizations: (1) establish a foundation, (2) set a direction, and (3) create strategies to successfully develop and market their offerings 2- STRATEGY IN .