Chapter 2 - Developing successful marketing and organizational strategies. After reading chapter 2, you should be able to: Describe two kinds of organizations and the three levels of strategy in them; describe how core values, mission, organizational culture, business, and goals are important to organizations; explain why managers use marketing dashboards and marketing metrics. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Describe two kinds of organizations and the three levels of strategy in them. LO1 Describe how core values, mission, organizational culture, business, and goals are important to organizations. Explain why managers use marketing dashboards and marketing metrics. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 2, YOU SHOULD BE ABLE TO: LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 2, YOU SHOULD BE ABLE TO: Discuss how an organization assesses where it is now and where it seeks to be. Explain the three steps of the planning phase of the strategic marketing process. LO4 LO5 Describe the elements of the implementation and evaluation phases of the strategic marketing process. LO6 BE AN ENTREPRENEUR: GET AN “A” IN A CORRESPONDENCE COURSE IN ICE CREAM MAKING! Organization TODAY’S ORGANIZATIONS KINDS OF ORGANIZATIONS LO1 Offerings Business Firm Nonprofit Organization Industry . | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Describe two kinds of organizations and the three levels of strategy in them. LO1 Describe how core values, mission, organizational culture, business, and goals are important to organizations. Explain why managers use marketing dashboards and marketing metrics. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 2, YOU SHOULD BE ABLE TO: LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 2, YOU SHOULD BE ABLE TO: Discuss how an organization assesses where it is now and where it seeks to be. Explain the three steps of the planning phase of the strategic marketing process. LO4 LO5 Describe the elements of the implementation and evaluation phases of the strategic marketing process. LO6 BE AN ENTREPRENEUR: GET AN “A” IN A CORRESPONDENCE COURSE IN ICE CREAM MAKING! Organization TODAY’S ORGANIZATIONS KINDS OF ORGANIZATIONS LO1 Offerings Business Firm Nonprofit Organization Industry Profit FIGURE 2-A How an industry is structured MAKING RESPONSIBLE DECISIONS Using Social Entrepreneurship to Help People LO1 Social Entrepreneurship Teach for America SightLife Hand in Hand Int’l TODAY’S ORGANIZATIONS What is Strategy? Strategy Limited Resources to Market Offerings Can’t Be “All Things to All People” LO1 FIGURE 2-1 The board of directors oversees the three levels of strategy in organizations: corporate, business unit, and functional Corporate Level TODAY’S ORGANIZATIONS STRUCTURE—CORPORATE & SBU LO1 Chief Marketing Officer (CMO) Strategic Business Unit (SBU) Level PCs/Laptops iPads iPods “iTVs?” iPhones TODAY’S ORGANIZATIONS STRUCTURE—FUNCTIONAL LO1 Functional Level Department Cross-Functional Teams FIGURE 2-2 Visionary organizations: (1) establish a foundation, (2) set a direction, and (3) create strategies to successfully develop and market their offerings STRATEGY IN VISIONARY ORGANIZATIONS ORGANIZATIONAL FOUNDATION (WHY) Core Values
