Good mission statements have five major characteristics. List and discuss each of these.

On executing value delivery of products or services to customers, marketing managers need to announce Mission Statement as an appeal, a promise (to stakeholders) and guidelines (to staff for acknowledgement and carry out).
In details, a mission statement states where the business plan aims at with what desired outcomes, also to '' provide employees with a shared sense of purpose, direction, and opportunity''; also by the textbook it consists of five characteristics. (Kotler & Kevin, 2009, p. 42).
1. Focusing on limit goals. The attention is normally paid on the abstract values of the products or services that a company is engaging with the customers. For example, “Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Here are the principles of how we live that every day: ……. “ [please follow the links at the bottom of the writing for full details] ("Our starbucks mission statement," 2010).

2. Stressing on company's principal policy and values. The word limitation of the statement specific nature requires it to be brief with power words so as to embed the overall company business purposes. If necessary, more words can follow in outlines form like in the case of Starbucks preliminarily mentioned. [Please follow the link of ("Our starbucks mission statement," 2010). at the bottom of the writing for full illustration]

3. Defining major competitive spheres. This is specifically mentioned in a company of which the areas of activities cover more than one industry and / or territory.

4. Taking long term view. Since a Mission Statement presents the company's willingness to meet the demand of the markets based on its overall strategy, it must give a long-term panorama.

5. Being short, memorable, and as meaningful as possible. In order to go direct to the heart and brain of customers and employees, a Mission Statement should be imperative, motto-like and meaningful to the daily life if the company products or services to be useful, as quoted '' Delight our customers, employees, and shareholders by relentlessly delivering the platform and technology advancements that become essential to the way we work and live.

In brief, when designing the company mission statement, management should base on the five characteristics mentioned above for the company commitment on the producing or serving, which are aimed at the utmost satisfaction, to be fully understandable, persuasive and appealing to customers' actions to buy.