University:
California State University, Northridge
Course:
MKT 304 | Marketing Management
Academic year:

2023
Views:

12

Pages:

2
Author:

Mahmoud M.

Marketing notes Organization and strategy level • A company is a private organization that helps customers make money. Revenue: The Company has been compensated for risks by offering products. • A nonprofit is a nonprofit that serves customers but is not a monetization purpose of. Levels in an Organization and How the Business Affects Them • Organizational levels are where top managers direct ideas for the entire organization. Create a value for the affiliate. • The business unit level is where business leaders set direction for individual products and business. • Each business unit has marketing and other specific functions (finance, research and development, human resources) at the functional level. Where expert groups create value for the organization. The name of the department usually refers to the area of expertise (Business or Information Systems). Effective Issues in Organizations Business • At birth, most organizations have a clear idea of what 'something' and 'someone' mean. But As organizations grow and evolve over time, their goals often become vague and ambiguous. Who is our business? Who are our customers? Example: Disney is not in the Movie Theater or amusement park business; is in the business of creating entertainment and fantasy for consumers. ▪ However, business and reporting can overlap. Task • Task: An organization-wide report. Most phrases have a motivating meaning that motivates employees and other people who come into contact with the organization. Organizational Culture • Organizations should be concerned with all stakeholders (employees, owners, members, suppliers), not just customers. • Organizational Culture: A set of values, ideas, and behaviors learned and shared among the members of an organization. Goals • Goals (Targets): A task that usually has to be accomplished within a specified time. • Different types of targets: Revenue (high return) Sales Business (job status, prestige) ▪ Business share: company sales as a percentage of total sales of all companies in the industry. Quality Customer satisfaction Employee health (good business goal) Social responsibility (balancing conflicting goals) Problem Orientation