9. Product-Oriented Vs. Market Oriented Definition of a business. Company Product Definition Market Definition We run a railroad We are a people and good mover. Missouri-Pacific Railroad We make Copying equipment. We help improve office productivity. Xerox We sell gasoline. We supply energy. Standard Oil We make Movie. We market entertainment. Columbia Pictures We sell encyclopedias. We distribute information. Britannica Encyclopedia We make air conditioners. We provide climate control. Carrier We build Biz Platform Internet, business, Platform Daum / Biz Platform
11. โ๋คํธ์ํฌ(๊ด์ฌ์ฌ)โ ๊ธฐ๋ฐ์ ์์ ์ผํ ์๋น์ค๋ฅผ ํตํ ์ฌ์ฉ์ ๊ฐ์น ์ฆ๋ Vision : "Where we are going and Why" ์ฐ๋ฆฌ๋ ์ด๋๋ก ์ ๊ฐ๊ณ ์ ํ๋์ง Mission : "Who we are, What we do, and Why we are hereโ ์ฐ๋ฆฌ๋ ๋๊ตฌ์ด๋ฉฐ, ์ฐ๋ฆฌ๋ ๋ฌด์์ ํ๋ฉฐ, ์ ์ฌ๊ธฐ ์๋์ง
12. โ๋คํธ์ํฌ(๊ด์ฌ์ฌ)โ ๊ธฐ๋ฐ์ ์์ ์ผํ ์๋น์ค๋ฅผ ํตํ ์ฌ์ฉ์ ๊ฐ์น ์ฆ๋ Identity reason for being, basic purpose, basic beliefs, values, philosophical priorities, recognition of responsibilities to various stakeholders, suggest standards of individual behavior Business Definition and Emphasis competitive arenas, principal customers, key market segments