Fundamentals of Marketing
Fundamentals of Marketing BCOR 2400
Popular in Course
Popular in Business
This 18 page Class Notes was uploaded by Jaron Rowe Jr. on Friday October 30, 2015. The Class Notes belongs to BCOR 2400 at University of Colorado at Boulder taught by Staff in Fall. Since its upload, it has received 24 views. For similar materials see /class/232077/bcor-2400-university-of-colorado-at-boulder in Business at University of Colorado at Boulder.
Reviews for Fundamentals of Marketing
Report this Material
What is Karma?
Karma is the currency of StudySoup.
You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!
Date Created: 10/30/15
Chapter 2 Linking Marketing and Corporate Strategies O r e O r O 390 r O O O r O r 7 O O O a o o a o o a o r o o o o 77 o c o o o r o o o o o Similar to Figure 21 p 29 Three levels of strategy in an organization lglgzwm sl all l ml39m eizzmcx 739 quotSammielevel aiming 5 Business 6 Organlzatlonal Mission culture unit level 4 l l l l l l j a lnformailon Research ii 1 I m ems Finance dewmpmm Marketing Manulachmng Strategy An organization s longterm course of action designed to deliver a unique customer experience while achieving its goals Spotsl z a A g A Good Example Q PEPSIGO pg 39 quot Qumcm x O O r O Q O O y O 390 O O r r O O O 39O r r O O A Good Example Brands 7 a a a o a r a o o o o o o o s a o o o o o o o o 0 Similar to Figure 21 p 29 Three levels of strategy in an organization ugz mm 6 ermm 39 Business 6 Onlgtanlzatlonaj Mission 06 unitlevel chuunaHevel strategy Informa lon quot I I39Rasearcha I I m ems Finance demgpmm Marketing Manuiactmng l O 0 3 O r C O O O O O O O O O O O O O r a a a o o o o r o o o o r o o o o o o o o o o o Strategy in Visionary Organizations Figure 22 p 31 Organizational Direction what I Business I Goals objectives Longterm Shortterm Company Values Much has changed since 1912 but some things remain the same The values that the company39s founder LL Bean was raised to believe in were simple and deeply engrained Nature is something to be revered Family ties are a priority Being neighborly is a matter of course And quotdo unto othersquot is not just a saying but a way of life When LL launched his company he believed so strongly in the Golden Rule that he made it the foundation of his business LL39s Golden Rule quotSell good merchandise at a reasonable pro t treat your customers like human beings and they will always come back for morequot Leon Leonwood Bean Mission and Vision Statements overall mission is to increase the value of our shareholder s investment We do this through sales growth cost controls and Wise investment of resources We believe our commercial success depends upon offering quality and value to our consumers and customers providing products that are safe Wholesome economically ef cient and environmentally sound and providing a fair return to our investors While adhering to the highest standards of integrity O r O 3 O O O O O O r O O O O O O O O O O O S O O O O O O O O O r O C O O O O O O O O O Mission and Vision Statements PepsiCo s OLD Mission Statement PepsiCo39s overall mission is to increase the value of our shareholder39s investment We do this through sales growth cost controls and wise investment of resources We believe our commercial success depends upon offering quality and value to our consumers and customers providing products that are safe wholesome economically ef cient and environmentally sound and providing a fair return to our investors while adhering to the highest standards of integrity PepsiCo s NEW Mission Statement Our mission is to be the world s premier consumer products company focused on convenience foods and beverages We seek to produce healthy f1nancial rewards to investors as we provide opportunities for growth and enrichment to our employees our business partners and the communities in which we operate And in everything we do we strive for honesty fairness and integrity Another Mission Statement Comparison 39 i rg Statement 01 Mission xiii Jii i Unilever O O 7 O 3 C v39 O O O O r O O O O O O O O O O Strategy in Visionary Organizations Figure 22 p 31 Organizational Direction what I Business I Goals objectives Longterm 39S hon term SMART Specific Measurable Attainable Relevant TimeBased 39 O O O O r O r C O O O r O O O O O r O O O O Common Goals Pursued in Business Profit ROI Sales in dollars or units Market Share Quality Customer Satisfaction Employee Welfare Social Responsibility l l lllll O r O 9 O O O O r O O O O O O O a A O O Market Share The ratio of sales revenue of the rm to the total sales revenue of all rms in the industry including the rm itself Sales or units sold can be used to express market share Sales Market Share Share Relative to Largest Competitor 10 17 33 30 50 150 20 33 67 60 100 O r O 9 O r O O n O O O O r O O O O Market Share Calculation O r O 9 O O O O O O r O O O O O O A O O Consider the following information regarding cell phone sales for the second quarter of 2008 Fi Unit Sales Nokia 120 million Samsung 46 million Motorola 30 million LG 27 million All Others 107 million What is Motorola s Market Share A 5 B 7 C 9 D 11 E 15 Market Share Calculation Considerthe following information regarding cell phone sales for the second quarter of 2008 Fi Unit Sales Nokia 120 million Samsung 46 million Motorola 30 million LG 27 million All Others 107 million What is Motorola s share relative to its largest competitor A 18 B 20 C 25 D 28 E 32 O 7 O 9 O O O O O O r O O O O O O A O O 2007 US Soft Drink Market Share Overall market down 23 in 2007 All Others 111 Cadbury Schweppes 150 80 Bii ion 7UpDr PepperSnapple 108 Bi iom Pepsico 311 3322431111011 CocaCola 429 308 E ian Taken ndue i ry Size 720 Bi ion retain Each Share Point 720000000 39 Q 39 O O O r C O O O O O O O O C O O O O O J O O 000000000000000000000000 Beverage Fun Facts ll 72000000000 dollars at retail for the carbonated soft drink market equates to o 526 12 oz cans for each person in the US or o 49 gallons per person If you re wondering about beer in the US 0 In 2004 209922000 barrels of beer were shipped That equates to about 232 12 oz cans person or o 218 gallons per person Marketing s Role at Each Level of the Firm gtC0rp0rate Level Broad Corporate Image wswwwx a O r e C v39 399 O 390 O O O O r O r O O O V
Are you sure you want to buy this material for
You're already Subscribed!
Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'