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All rights reserved. Debbie Thorne McAlister, 2003.

2. Learning Focus. Understanding organizational missionRelating marketing strategy to organizational missionDeveloping marketing goals and objectives. 3. Importance of Mission. 4. . Elements of the Mission Statement. 1) Who are we?2) Who are our customers and what do they value?3) What does our organization stand for?4) What makes our organization unique?5) What impressions does this organization want key publics (i.e., customers, employees, citizens, regulatory agenci1147

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All rights reserved. Debbie Thorne McAlister, 2003.

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    1. All rights reserved. Debbie Thorne McAlister, 2003. 1

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    7. 7 What Happened at Kmart? Muddle in the middle Technology that Wal-Mart adopted $150 billion in sales, $700 million in profits Advertising cuts Turnover and cultural effects

    8. 8 Best Western The Worlds Largest Hotel Chain, with 4100 hotels in 80 countries under one brand name Mission: to serve the collective interests of members and guests Structured as a non profit membership association of independently owned and operated hotels Consolidated reservations centers in Arizona and Italy Will offer free high-speed Internet access in all 2300 hotels in US and Canada - top amenity requested

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    10. 10 Effective Goals and Objectives SMART Specific Measurable & motivating Achievable & attainable Realistic & relevant Time bound & trackable

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    13. 13 Goals and Objectives Alignment

    14. 14 Power Bars Marketing Situation Energy-bar category was growing about 30 percent each year Power Bar's sales were gaining just 25 percent annually Power Bar owned 33 percent of the market, but wanted to remain on top The company used market research to identify prototypical customers

    15. 15 Typical Power Bar Customers Dan the Power Bar man and Danielle the Power Bar woman Between 24 and 34 years old who are competitive athletes Eat at least one energy bar per day and like "new and innovative products" with "superior nutrition"

    16. 16 Power Bars New Marketing Plan Focuses on MVCs, known as TeamElite (application process) Communicates with these 2,500 athletes at least four times a year Sponsors local marathons and cycling races Employs consumer research specialists and Power Bar staffers to attend and talk with participants Sends sample products and surveys to TeamElite, more than half respond; similar efforts with a less targeted audience yield a 5 percent response.

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