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Marketing Insights

PROGRAM FORMULATION AND IMPLEMENTATION

PROGRAM FORMULATION AND IMPLEMENTATION

PROGRAM FORMULATION AND IMPLEMENTATION :Evan a great marketing strategy can be sabotaged by poor implementation. If the unit has decided to attain technological leadership, it must strengthen its R&D department, gather technological intelligence, develop leading-edge products, train its technical sales force, and communicate its technological leadership. Once they have formulated …

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TOTAL CUSTOMER SATISFACTION

TOTAL CUSTOMER SATISFACTION

TOTAL CUSTOMER SATISFACTION:In general, Satisfaction is a person’s feeling of pleasure or disappointment that result from comparing a product or service’s perceived performance (or outcome) to expectations. If the performance or experience falls short of expectations, the customer is dissatisfied. If it matches expectations the customer is satisfied. If it …

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ORGANIZATION AND ORGANIZATIONAL CULTURE

ORGANIZATION AND ORGANIZATIONAL CULTURE

ORGANIZATION AND ORGANIZATIONAL CULTURE :Strategic planning happens within the context of the organization. A company’s organization consists of its structures, policies, and corporate culture, all of which can become dysfunctional in a rapidly changing business environment. Whereas managers can change structures and policies (though with difficulty). The company’s culture is …

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CORE COMPETENCIES

CORE COMPETENCIES

CORE COMPETENCIES :Companies today outsources less-critical resource if they can obtain better quality or lower cost. The key is to own and nurture the resources and competencies that make up the essence of the business. Many textile, chemical, and computer/electronic product firms use offshore manufactures and focus on product design …

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CUSTOMER-PERCEIVED VALUE

CUSTOMER-PERCEIVED VALUE

CUSTOMER-PERCEIVED VALUE:Consumers are better education and better then ever, and they have the tools to verify companies claims and seek out superior alternatives. Even the best-run companies have to be careful not to take customers for granted, as dell found out.4   DELL Dell rode to success by offering low-priced …

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THE ROLE OF RESEARCH

THE ROLE OF RESEARCH

THE ROLE OF RESEARCH:Marketing need up to date information about the environment, the competition, and the selected market segments. Often, analysis of internal data is the starting point for assessing the current marketing situation. Supplemented by marketing intelligence and reach investigating the overall market, the competition, key issues, threats, and …

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ASSESSING GROWTH OPPORTUNITIES

ASSESSING GROWTH OPPORTUNITIES

Assessing growth opportunities includes planning new business, downsizing. And terminating older business. If there is a gap between future desired sales and projected sales, corporate management will need to develop or acquire new businesses to fill it. Figure 2.2 illustrates this strategic-planning gap for a hypothetical manufacture of bank DVD …

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