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Marketing (perspectives (Mkt doctrine (Keys (Reflects firm specific…

- - - - . Unique principles, experiences that guide market facing decisions. Core set of mkt beliefsthat apply in many situations
    - - Simplify decisión making, provides guidance but few execution details, easy to remember and communicate
    - - Guide mkt deciion making
    - - Reflects firm specific principles
        
        example
        
        Create customer experiences from the customer’s point of view
      - experienced bases
        
        Success and failure
      - guides firm-wide mkt decision making
      - represents a firm’s market facing choices
    - - Market orientation, generation, disemination and responsiveness to market intelligence. Purpse (customer and competitor focused
      - Culture.
        
        Shared values, norms for conduct
      - Values
        
        Guide modes of conduct
        
        Teamwork and integrity
      - Routines.
        
        Detailed sequences of behavior for simple, highly structured problems
    - - ID principles
        
        Experience, observation, reflection, testing, generalization
        
        Evaluate relevance
        
        contextual
        
        applicable across a firm’s contests
        
        hierarchy
        
        organizational members at all levels
        
        temporally
        
        present and future
      - Articulating
        
        Degrees of flexibility, simplicity and explicity
      - Sustaining
        
        Doctrine adaptable to reflect successes and failures, new experiences, technological changes and shifts in capabilities