TAILIEUCHUNG - Lecture Marketing: The core (5/e): Chapter 2 – Kerin, Hartley, Rudelius

Chapter 2: Developing successful marketing and organizational strategies. In this chapter, you learned 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: 2- 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 2- WANT TO BE AN ENTREPRENEUR?: GET AN “A” IN A CORRESPONDENCE COURSE IN ICE CREAM MAKING! 2- Organization TODAY’S ORGANIZATIONS KINDS OF ORGANIZATIONS LO1 Offerings Business Firm .

• Marketing - Bán hàng
• Lecture Marketing
• Marketing process
• Targeting marketing opportunities
• Satisfying marketing opportunities
• Developing successful marketing
• Organizational strategies
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing mix
• Marketing task
• Marketing management
• Customer needs
• Capturing customer value
• Integrated marketing plan
• Strategic planning
• Marketing effort
• Marketing environment
• Managing marketing information
• Developing marketing information
• Customer driven marketing strategy
• Marketing channels
• Delivering customer value
• Communicating customer value
• Integrated marketing communications strategy
• Direct marketing
• Dialogue builder
• Companywide strategic planning
• Planning marketing
• Online marketing
• Sustainable marketing