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Chapter 2 Marketing
Developing Successful Marketing and Organizational Strategies
Term | Definition |
---|---|
Profit | The reward to a business firms for the risk it undertakes in marketing its offerings |
Strategy | An organization's long-term course of action that delivers a unique customer experience while achieving its goals |
Core Values | The fundamental, passionate, and enduring principles that guide an organization |
Mission | A statement or vision of an organization's function in society |
Organizational culture | The set of values, ideas, attitudes, and behavioral norms that is learned and shared among the members of |
Business | The underlying industry or market sector of an organization's offering |
goals (objectives) | Target of performance to be achieved, often by a specific time. |
Market Share | Ratio of a firm's sales to the total sales of all firms in the industry |
Marketing Dashboard | The visual computer display of essential marketing information |
Marketing Metric | A measure of the value or trend of marketing activity or result |