Marketing organizations should able to the segment or segments whose they are best O Target, Problem, Solve O Identify, Product, Sell O Find, Issue, Meet Locate, Supply, Demand O Discover, Service, Fulfill What are core competencies? Resources and activities upon which a temporary differentiation and successful position can be established. O Anything that leads to less intimacy and less loyalty from customers. Any temporary advantage at the company's disposal. Any technological or design advantage. O Resources that marketing organizations possess or marketing activities they perform well. When strategic decision-makers have resources they should allocate those resources to where the largest need or biggest opportunity for return exists. O Tangible O Infinite Intangible Finite O Financial Missions should always be: Culture approving. O Inclusive. Energetic. Forward-looking O Authentic