Internal Contingencies Organizational vision 夤 Organizational mission Organizational objectives mkt g Goals Organizational strategy Organizational culture 文
Internal Contingencies • Organizational Vision • Organizational Mission • Organizational Objectives & Mktg Goals • Organizational Strategy • Organizational Culture
Organizational mission Written statement about the organization's present situation and the direction of the organization. (what business we are in and who we serve) The green Bay Packers mission is to be a dominating force in professional footballs competitive arena On the field, the Packers will continually strive to present their fans with the highest level of performance quality available In their operating activities and relations with the NFl, the Packers will also continually strive for excellence in the quality of work performed Overall, the Packers will commit themselves to doing their part in representing the State of Wisconsin with competitiveness, respect and dignity 文
Organizational Mission • Written statement about the organization’s present situation and the direction of the organization. (what business we are in and who we serve) • The Green Bay Packers mission is to be a dominating force in professional football’s competitive arena – On the field, the Packers will continually strive to present their fans with the highest level of performance quality available – In their operating activities and relations with the NFL, the Packers will also continually strive for excellence in the quality of work performed – Overall, the Packers will commit themselves to doing their part in representing the State of Wisconsin with competitiveness, respect and dignity
ORGANIZATIONAL OBJECTIVES VS MARKETING GOALS Organizational Objectives- Signposts along the road which help an organization focus on its long-range 夤 purpose stated in the mission statements Typically include both financial and strategic di Imensions Examples of financial include: growth in revenues growth in profits Examples of strategic include: enhance corporate image, increase customer satisfaction 文
ORGANIZATIONAL OBJECTIVES vs MARKETING GOALS • Organizational Objectives - Signposts along the road which help an organization focus on its long-range purpose stated in the mission statements. • Typically include both financial and strategic dimensions • Examples of financial include: growth in revenues; growth in profits • Examples of strategic include: enhance corporate image; increase customer satisfaction
SWOT Analysis 夤 Internal Strengths and Weaknesses a Resource capabilities b Marketing Mix Considerations External Opportunities and Threats 文
SWOT Analysis • Internal Strengths and Weaknesses a. Resource capabilities b. Marketing Mix Considerations • External Opportunities and Threats
Marketing research-systematic process of collecting, analyzing and interpreting data to reduce the risk in decision-making 夤 What kinds of studies would need to be done in sports marketing? When to use in the context of the marketing plan? How to conduct a marketing research study? 文
Marketing Research -Systematic process of collecting, analyzing and interpreting data to reduce the risk in decision-making • What kinds of studies would need to be done in sports marketing? • When to use in the context of the marketing plan? • How to conduct a marketing research study?