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Chapter 02 Developing Successful Organizational and Marketing Strategies. Full file at https testbankuniv eu Marketing 12th Edition Kerin Solutions Manual. POWERPOINT RESOURCES TO USE WITH LECTURES1,PowerPoint. Textbook Figures Slide2, Figure 2 1 The board of directors oversees the three levels of strategy in organizations. corporate business unit and functional p 27 2 8, Figure 2 2 Visionary organizations 1 establish a foundation 2 set a direction and. 3 create strategies to successfully develop and market their offerings p 29 2 11. Figure 2 3 An effective marketing dashboard like Sonatica s helps managers assess a. business situation at a glance p 33 2 22, Figure 2 3A Marketing Dashboard Website Traffic Sources 2 23. Figure 2 3B Marketing Dashboard Sales Performance by SBU 2 24. Figure 2 3C Marketing Dashboard Monthly Website Visits by State 2 25. Figure 2 4 Boston Consulting Group business portfolio analysis for Apple s consumer related. SBUs starting in 20913 and projected for 2016 p 37 2 32. Figure 2 5 Four alternative market product strategies for Ben Jerry s to expand sales. revenues using diversification analysis p 38 2 34, Figure 2 6 The strategic marketing process has three phases planning implementation.
and evaluation p 40 2 36, Figure 2 7 Ben Jerry s SWOT analysis that serves as the basis for management actions. regarding growth p 41 2 39, Figure 2 8 The 4 Ps elements of the marketing mix must be blended to produce a cohesive. marketing program p 42 2 44, Figure 2 9 Organization of a typical manufacturing firm showing a breakdown of the. marketing department p 43 2 46, Figure 2 10 Gantt chart for scheduling a term project that distinguishes sequential and. concurrent tasks p 44 2 50, Figure 2 11 The evaluation phase requires Apple to compare actual results with goals to.
identify and act on deviations to fill in the planning gap by 2012 p 45 2 52. Selected Textbook Images Ads People Products and Websites. Chapter Opener Image of Ben Jerry s social mission statement p 25 2 4. Photos of Apple s iPad iPad mini Tablets iPod MP3 Players iPhone Smartphones. and MacPro iMac MacBook Desktop Laptop PCs What SBU type in the BCG. growth share matrix p 37 2 30, Video Case VC 2 Photo of IBM s logo and a print ad for IBM s Smarter Plant pp 48 49 2 53. Using Marketing Dashboards with an Excel Spreadsheet. How Well is Ben Jerry s Doing Dollar Sales and Dollar Market Share p 34. See UMD02SalesMktShare xls 2 26, For each PowerPoint resource listed the page reference in the textbook p x or p y is where the figure or image is located. The PowerPoint presentation PPT for this chapter is either available on the Instructor s Resource CD ROM or downloadable from the Marketing 12 e website. at http 12e kerin tv The PPT slide number references are for this chapter only. Chapter 2 2 2, Copyright 2015 McGraw Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw Hill Education. Full file at https testbankuniv eu Marketing 12th Edition Kerin Solutions Manual. Chapter 02 Developing Successful Organizational and Marketing Strategies. Full file at https testbankuniv eu Marketing 12th Edition Kerin Solutions Manual. POWERPOINT RESOURCES TO USE WITH LECTURES,PowerPoint. Marketing Matters Making Responsible Decisions and or Marketing inSite Slide. Making Responsible Decisions Social Responsibility Using Social Entrepreneurship to. Help People p 27 2 7, Marketing Matters Entrepreneurship Angry Birds Discovering Its Business and.
Business Model p 31 2 15, Marketing Matters Technology Filling the Shoes of Apple CEO Tim Cook Where Will. Apple s Projected Future Growth for Its Major SBUs Come From p 36 2 31. Supplemental Image, Photo of the Starship Enterprise Why is a mission statement important p 29 2 13. Supplemental Figures, Figure 2 A How an industry is structured pp 26 31 2 6. Figure 2 B Elements in typical marketing and business plans targeted at different audiences. pp 30 32 2 20, Figure 2 C Intertype competition for Lands End p 35 2 28. Figure 2 D Business portfolio analysis BCG matrix pp 35 38 2 29. Figure 2 E Tasks and time needed to complete a term project p 44 2 49. Quick Response QR Codes3,QR 2 1 Cree LED Bulb Ad p 26 2 5.
QR 2 2 Medtronic Video p 29 2 12,QR 2 3 Angry Birds Video p 31 2 15. QR 2 4 B J s Bonnaroo Buzz Ad p 38 2 33,QR 2 5 IBM Video Case p 48 2 53. In Class Activities ICA, ICA 2 1 Calculating a Fog Index for Your Own Writing pp 32 51 52 of App A 2 59. ICA 2 2 ICA 2 2 Marketing Yourself pp 39 42 2 61, TV ads videos websites and video cases with QR Codes can be viewed at http 12e kerin tv Please note that for QR codes there MUST be the appropriate. QR Code reference qr1 1 qr1 2 etc that follows the after 12e kerin tv in the URL So to view QR 2 1 the proper URL is http 12e kerin tv qr2 1. 2 3 Chapter 2, Copyright 2015 McGraw Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw Hill Education.
Full file at https testbankuniv eu Marketing 12th Edition Kerin Solutions Manual. Chapter 02 Developing Successful Organizational and Marketing Strategies. Full file at https testbankuniv eu Marketing 12th Edition Kerin Solutions Manual. LEARNING OBJECTIVES LO, After reading this chapter students should be able to. LO 2 1 Describe three kinds of organizations and the three levels of strategy in them. LO 2 2 Describe core values mission organizational culture business and goals. LO 2 3 Explain why managers use marketing dashboards and marketing metrics. LO 2 4 Discuss how an organization assesses where it is now and where it seeks to be. LO 2 5 Explain the three steps of the planning phase of the strategic marketing process. LO 2 6 Describe the four components of the implementation phase of the strategic marketing. LO 2 7 Discuss how managers identify and act on deviations from plans. business p 30 marketing tactics p 44,business portfolio analysis p 35 mission p 29. core values p 29 objectives p 31, diversification analysis p 38 organizational culture p 30. goals p 31 points of difference p 41,market segmentation p 40 profit p 26. market share p 31 situation analysis p 39, marketing dashboard p 32 strategic marketing process p 39.
marketing metric p 32 strategy p 26,marketing plan p 32 SWOT analysis p 39. marketing strategy p 44,Chapter 2 2 4, Copyright 2015 McGraw Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw Hill Education. Full file at https testbankuniv eu Marketing 12th Edition Kerin Solutions Manual. Chapter 02 Developing Successful Organizational and Marketing Strategies. Full file at https testbankuniv eu Marketing 12th Edition Kerin Solutions Manual. LECTURE NOTES,STARTING A BUSINESS BY GETTING AN A,IN AN ICE CREAM MAKING COURSE. Ben Jerry s started in 1978 when friends Ben Cohen and Jerry Greenfield. a Had aced their 5 college correspondence course in ice cream making. b Invested 12 000 in a renovated Vermont gas station from borrowed saved funds. c Concocted the universally best selling flavor vanilla premium ice cream. Ben Jerry s successfully implemented highly creative organizational and marketing. strategies which include, a Caring Dairy Buys milk products from a dairy cooperative that are bovine. growth hormone free,b PartnerShops Uses social entrepreneurship to.
Help community based nonprofit organizations to, Better the lives of at risk youth and young adults by giving them jobs. c Fair Trade Believes people should get their fair share of the pie in which. Ingredients cocoa vanilla coffee are Fair Trade certified sourced from. Producers in developing countries who practice sustainable farming. d B Corp Certified Received the honor from B Lab because Ben Jerry s. Uses the power of business to solve social and environmental problems. Positively impacts the community and environment within which it operates. Ben Jerry s three part social mission links the form to social causes designed to. a Improve humanity, b Offer consumers delicious products with creatively funky names. Ben Jerry s is now owed by Unilever,Ben Jerry s, a Is the market leader in the global premium ice cream industry which. b Is expected to reach 68 billion in sales by 2015. c Has over 7 million Facebook fans,2 5 Chapter 2, Copyright 2015 McGraw Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw Hill Education. Full file at https testbankuniv eu Marketing 12th Edition Kerin Solutions Manual. Chapter 02 Developing Successful Organizational and Marketing Strategies. Full file at https testbankuniv eu Marketing 12th Edition Kerin Solutions Manual. Ben Jerry s and other organizations set goals to give an overall direction to their. organizational and marketing strategies, Their marketing departments convert these goals into plans that are implemented and.
then evaluated,I TODAY S ORGANIZATIONS LO 2 1, In studying today s visionary organizations one must understand. The kinds of organizations that exist,What strategy is. How strategy relates to the three levels of structure found in large organizations. A Kinds of Organizations, An organization is a legal entity of people who share a common mission. This mission motivates organizations to, a Develop offerings which are goods services or ideas that. b Create value for both the organization and its customers. Organizations consist of three types,a For profit organization.
Is often called a business firm,Is a privately owned organization that. Serves its customers in order to earn a profit which is the. Money left after a for profit organization subtracts its total expenses. from its total revenues, Reward for the risk it undertakes in marketing its offerings. Must earn a profit to survive,QR Code 2 1 Cree LED Bulb Ad. b Nonprofit organization,Is a nongovernmental organization that. Serves its customers but,Does not have profit as an organizational goal.
Chapter 2 2 6, Copyright 2015 McGraw Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw Hill Education. Full file at https testbankuniv eu Marketing 12th Edition Kerin Solutions Manual. Chapter 02 Developing Successful Organizational and Marketing Strategies. Full file at https testbankuniv eu Marketing 12th Edition Kerin Solutions Manual. Goals include operational efficiency or client satisfaction. Examples Charities and cooperatives,MAKING RESPONSIBLE DECISIONS. Social Responsibility Using Social Entrepreneurship to Help People. Teach for America and SightLife are examples of social entrepreneurs. Social entrepreneurship,a Applies innovative approaches to. b Organize create and manage a venture to,c Solve the practical needs of society. Social entrepreneurs,a Usually are nonprofit organizations.
b Focus on issues facing people who lack the financial or political means to solve. their own problems,Teach for America, a Is a national corps of recent college graduates who commit to teach for two years. in urban and rural public schools, More than 10 000 corps members taught 750 000 students. Nearly 28 000 alumni continue to work for the changes necessary to ensure. educational excellence and equity,a Has a mission to end cornea blindness. b Cornea blindness affects 10 million people globally who can be cured by. transplanting a donated healthy cornea to replace a diseased one. c SightLife works with eye surgeons and health organizations in about 30 countries. d SightLife provided more than 14 000 corneas for transplant. 2 7 Chapter 2, Copyright 2015 McGraw Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw Hill Education. Full file at https testbankuniv eu Marketing 12th Edition Kerin Solutions Manual. Chapter 02 Developing Successful Organizational and Marketing Strategies. Full file at https testbankuniv eu Marketing 12th Edition Kerin Solutions Manual. c Government agency,Is a federal state county or city unit that.
Provides a specific service to its constituents,Example Census Bureau. The terms firm company and organization are used interchangeably to cover. both for profit and nonprofit organizations, Organizations that develop similar offerings when grouped together create an. industry such as the automobile industry or the ice cream industry. a Figure 2 A The dynamics of an industry and how it is structured impact the. strategic decisions organizations make, b These strategic decisions create a compelling and sustainable competitive. advantage to achieve superior performance for an organization s offerings. c Organizations must understand the industry within which they compete. B What Is Strategy, An organization has limited human financial technological and other resources. available to produce and market its offerings it can t be all things to all people. Strategy is an organization s long term course of action designed to deliver a. unique customer experience while achieving its goals. a All organizations set a strategic direction, b Marketing helps to set a strategic direction and to move the organization there.
C The Structure of Today s Organizations, Figure 2 1 Large organizations are very complex and consist of three levels. 2 3 Chapter 2 POWERPOINT RESOURCES TO USE WITH LECTURES PowerPoint Marketing Matters Making Responsible Decisions and or Marketing inSite Slide

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