2 setting objectives
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Chapter 2
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Organizational Mission and Competitive
AdvantageMission: The overall purpose of an
organization, the general scope of activities
Competitive advantage:Distinctivecapabilities that give the organization a costor differentiation advantage over its
competition
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Figure 2.1 - Competitive Advantages:
Typical Categories
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Setting ObjectivesObjective: Goals of the marketing plan, in
clear and specific language
Types of objectives Large organization with a mission emphasizing
growth in new markets
Objective
To focus on increasing its marketshare by expanding geographically
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Setting Objectives Small organization with a mission to be an
expert in its narrow category
Objective
To increase its market share withinits current market, with the intent on dominatinga particular niche
An organization with a mission focused on
luxury services Objective To target an objective based on
increasing its brand reputation; to improve itscustomer service for high-end customers
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Setting ObjectivesA company driven by innovation with a
competitive advantage in technology
Objective
Improving its responsiveness todynamic market conditions by shortening itsproduct development cycle time
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Figure 2.2 - Types of Organizational
Objectives
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Figure 2.3 - Categories of Objectives and
Examples for Each
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Clear ObjectivesObjectives should be clear to ensure their
success
Murky objectives invite confusion
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Figure 2.4 - S.M.A.R.T. Method of
Declaring Objectives
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Figure 2.5 - Expedia: Organization Mission
and Competitive Advantages
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Figure 2.6 - Expedia: Marketing Plan
Objective
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