EXTERNAL AND INTERNAL CONTINGENCIES

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CHAPTER 3

• EXTERNAL AND INTERNAL CONTINGENCIES

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Environmental Contingencies

• Competition
• Technology
• Cultural/Social Trends
• Physical Environment
• Regulatory/Legal/Political
• Demographic Trends
• Economy

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Internal Contingencies

• Organizational Vision
• Organizational Mission
• Organizational Objectives Marketing Goals
• Organizational Strategy
• Organizational Culture

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Organizational Mission

• Written statement about the organizations
  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

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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
  statement
• Typically include both financial and strategic
  dimensions
• Examples of financial include growth in revenues
  and growth in profits
• Examples of strategic include enhance corporate
  image and increase customer satisfaction

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Relationship Between Levels of Strategy
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SWOT Analysis

• Internal Strengths and Weaknesses
• a. Resource Capabilities
• b. Marketing Mix Considerations
• External Opportunities and Threats