Hierarchy of Objectives
                     Business 
                     Mission
                     Business 
                    Objectives
                    Marketing 
                    Objectives
                    Marketing 
                     Strategy
               Source: adapted from Kotler & Armstrong, Principles of Marketing
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                                       Hierarchy of Objectives 
                                                       Example
             Business                   Increase agricultural productivity
              Mission
             Business                       Research new 3 fertilizers       “Specific, 
            Objectives                       Raise profitability 20%         Measurable”
                                    Increase sales 15%               Reduce costs 5%
            Marketing                                                       “Specific, 
            Objectives         Increase mkt share    Enter new foreign      Measurable”
                                in domestic mkt            mkts
            Marketing           Increase product        Cut price and 
             Strategy           availability and        call on large         “Actions”
                                   promotion            farms abroad
                                Source: adapted from Kotler & Armstrong, Principles of Marketing
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                           Mission Statements
    • Who is your customer? (demographics, 
      psychographics, firmographics)
    • What benefits are you offering?
    • How will you deliver the benefits? (The 
      technology you will use)
            DCB Examples
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                Mission Statement Example
   “Our mission is to bring better food choices to consumers 
     through the application of advanced technology” (The 
     NutraSweet Co., Kotler & Armstrong, Principles of Marketing, 5th Ed., p. 30)
   Benefit-oriented, not product-oriented
   Specific (?)
   A good mission statement helps avoid “mission creep” 
     but enables a company to grow in appropriate 
     directions
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                            Determinants of E-Commerce 
                                     Marketing Strategy
              Business 
              Mission
              Business 
             Objectives
                                   Traditional      E-Commerce
             Marketing 
             Objectives            Target-Market     Market-Related 
                                     Definition      Technology Issues
              Marketing            Specification of  Four P-Related 
               Strategy             the Four P’s     Technology Issues
                                     
                                      Product
                                     
                                      Promotion
                                     
                                      Price
                                     
                                      Place
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