Nội dung lý thuyết môn Marketing căn bản 2
sinh viên học marketing tiếng anh toàn phần
Môn: Kinh doanh quốc tế - Marketing 118 tài liệu
Trường: Đại học Kinh tế Thành phố Hồ Chí Minh 3.1 K tài liệu
Tác giả:
Preview text:
Chapter 2 Marketing Strategy
Strategic planning:
- The process of developing and maintaining a fit between the organization’s goals and capabilities and its changing marketing opportunities.
- Sets the stage for the rest of the planning in firm. Companies typically prepare annual plans, long-range plans, and strategic plans.
Mission:
A mission statement – a statement of the organization’s purpose – what it wants to accomplish in the large environment. It acts as an “invisible hand” that guide people in the organization.
🡪 A mission statement should be meaningful and specific, motivating, and not be stated as making sales or profits.
A market-oriented mission statement defines the business in terms of satisfying basic customer needs.
🡪 Missions should be realistic, specific, fit the market environment, based on the company’s distinctive competencies, and motivating.
