...MARKETING MANAGEMENT (MK101) Term 1: Section D Week 2 4 July, 2012 2 Agenda • Session Contents • Levitt and Marketing Myopia 4 July, 2012 © Krishanu Rakshit, IIMC 3 MARKETING MYOPIA By Theodore Levitt, HBR, 1960, 1975, 2002, 2004 4 July, 2012 © Krishanu Rakshit, IIMC 4 Marketing Myopia • Few observations: • The Railroads are in trouble today not because that need was filled by others….. But because it was not filled up by the railroads themselves. • The history of every dead and dying ‘growth’ industry shows a selfdeceiving cycle of bountiful expansion and undetected decay • … then the absence of a problem leads to the absence of thinking. • Mass production does indeed generate great pressure to ‘move’ the product. But what usually gets emphasized, is selling, not Marketing. 4 July, 2012 © Krishanu Rakshit, IIMC 5 Marketing Myopia • Few observations: • The marketing effort is still viewed as a necessary consequence of the product- not vice versa, as it should be. • This is not what the engineer managers say, ……. and this accounts for their concentration on what they know and what they can controlnamely product research… • …. Organization must learn to think of itself not as producing goods or services but as buying customers … .. 4 July, 2012 © Krishanu Rakshit, IIMC 6 Marketing Myopia • So, where do successful businesses like American Railroads go wrong? • Narrow definition of their business ...
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...Service operations Case Study: Google Search Table of Contents Executive Summary 3 1. Introduction 4 2. Overview 6 3. Service Analysis 7 Four V’s Analysis 7 Service Transaction Analysis 9 Process Design and Outcome from customer point of view 11 Customer Role in Google Search 11 IP Matrix: 12 Perceived User Value 13 Conclusion 14 4. Issues and Recommendations 15 Service Inventory in Google Search 15 Privacy 17 Google versus the rest of the tech world 19 Dominance of Regional search Engines over Google 20 Conclusion 21 5. Conclusion 22 Bibliography 23 Appendix 25 List of Tables Table 1: Service Transaction Analysis of Google Search 10 Table 2: Outcome of Google Search from customer point of view 11 Table 3: Process of Google Search from customer point of view 11 Table 4: Customer Role analysis in Google Search service 12 List of Figures Figure 1: Methodology of the report 5 Figure 2: Process Map for Google search operation 6 Figure 3: Transformation of input to output in Google Search 7 Figure 4: Four V Analysis of Google Search service 8 Figure 5: Classification of processes according to volume and variety 9 Figure 6: Importance Performance Matrix for Google Search service 13 Figure 7: Perceived User Value Graph of Google and competitor search services 14 Figure 8: Service Inventory produced during the Google Search process 16 Figure 9: Graph comparing visitors to Google and Facebook 2008-11 19 Executive...
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...information. Each new day introduces an unrelenting flow of data. Consider the volume of data produced from the start of civilization to the year of 2003. According to research Google CEO Eric Schmidt, the world is now producing that equivalent volume of data every two days (Siegler, 2010). In addition, our current society is overcome with a constant surge in technology. Major technological advances has made the ability to access and disseminate this information much easier. Today there is use of the internet, computers, cell phones, tablets, and Bluetooth devices. In addition, there is access to other informational resources such as newspapers, T.V., and radio. This technological growth have led to many important business and societal innovations such as the ability to spot business trends, prevent or treat diseases, fight crime, and much more. However, at some point this can become a destructive trend. Emerging research shows that while there are advantages to having so much information readily available, there is a struggle to process this information as fast as it arrives. While, information Overload is an increasing problem both in the workplace, and in life in general, it is a much more significant one for contemporary organizations as it can adversely affect productivity, decision-making, and employee morale. In addition, the abundance of information that is relished today comes at a big price. There are huge hidden cost associated with this information overload movement...
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...New Rules of Globalization Ian Bremmer : -( : -( ; -) : A greAt plAce to work What ideo, BlackRock, and Netflix know about building high-performance cultures Page 53 ©2013 Cartier calibre de cartier CHRONOGRAPH 1904-CH MC THE 1904-CH MC, THE NEW AUTOMATIC WINDING CHRONOGRAPH MOVEMENT, WAS CONCEIVED, DEVELOPED AND ASSEMBLED BY THE CARTIER MANUFACTURE IN THE GREATEST WATCHMAKING TRADITION. THIS MOVEMENT IS EQUIPPED WITH INGENIOUS SYSTEMS FOR UTMOST PRECISION: A COLUMN WHEEL TO COORDINATE ALL THE CHRONOGRAPH FUNCTIONS, A VERTICAL CLUTCH DESIGNED TO IMPROVE THE ACCURACY OF STARTING AND STOPPING THE TIMING FUNCTION, A LINEAR RESET FUNCTION, AND A DOUBLE BARREL TO ENSURE UNRIVALED TIMEKEEPING. 18K PINK GOLD 42 MM CASE, MECHANICAL MANUFACTURE CHRONOGRAPH MOVEMENT, SELF-WINDING, CALIBRE 1904-CH MC (35 JEWELS, 28,800 VIBRATIONS PER HOUR, APPROXIMATELY 48 HOUR POWER RESERVE), CALENDAR APERTURE AT 6 O’CLOCK, 18K PINK GOLD OCTAGONAL CROWN, SILVER OPALINE SNAILED DIAL, GOLD FINISHED CHAMFERS. ALLIGATOR STRAP. EXPLORE AND SHOP WWW.CARTIER.US - 1-800-CARTIER hbr.org January–February 2014 Contents 53 SpoTlIghT on TalENT aND PErformaNCE 54 IDEo’s Culture of helping Research at one office of the design firm revealed four keys to encouraging helpfulness among colleagues. Teresa Amabile, Colin M. Fisher, and Julianna Pillemer 62 building a game-Changing Talent Strategy BlackRock has succeeded in managing the tensions between strategic and...
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...Innovation And Organization Structure 1 Report on Innovation & Organization Structure With case study on Google Inc. Ltd. Prepared By:Akash Tripathy (MS12A005) Deepti Agrawal (MS12A031) Nanda KumarA(MS12A044) Ravinder Reddy(MS12A063) Shine Nagpal (MS12A083) Sunaek Sivadas Vishesh Kumar Agarwal(MS12A103) Innovation And Organization Structure 2 TABLE OF CONTENTS Introduction…………………………………………………………………………………….3 Innovation a. What is Innovation? ……………………………………………………………..........4 b. What are the different types of innovation possible in the organization?....................5 Organization Structure a. What is Organization Structure?.................................................................................9 b. Role of Organizational structure in Innovation…………………………….….……..9 c. The nine common characteristics of innovative organization……………….….…...9 Innovation in Organization a. Examples of Organization promoting Innovation…………………………....…......10 b. Common practices found among organizations fostering innovation………………12 c. Ways to Find Innovation at an Organization………………………………….……..12 d. Processes at organization to drive Innovation ……………………………….……..13 Case study of an Organization- Google a. Organization structure of Google……………………………………………………14 b. Google’s organization chart…………………………………………………..….….19 c. Products of Google……………………………………………………………….….20 d. Advertising services of Google………………………………….…………….…….21 e. Communication and publishing tools of Google………………...
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...Competitor analysis: Website & Thought leadership Report by Rashmi Singh (PGDM No: 10098) Work carried out at Tata Consultancy Services, Bangalore, Karnataka Submitted in partial fulfilment of the requirement of Summer Internship Programme Under the Supervision of Mr. Ashish Shetty, Marketing Lead, Insurance ISU, TCS, Bangalore SDM Institute for Management Development Mysore, Karnataka, India (June 2011) SDM IMD INSTITUTE CERTIFICATE This is to certify that Ms. Rashmi Singh, undergoing PGDM program 2010-12 at this institute has successfully completed the Summer Internship Programme on the project titled ―Competitor Analysis: Website and Thought Leadership‖ at TCS, Bangalore, from April 01, 2011 to May 31, 2011 as a partial requirement for completion of his PGDM curriculum. Prof. Govinda Sharma Internal Faculty Guide SDM IMD, Mysore. Date: 24/06/2011 Place: Mysore Summer Internship Project Page 2 SDM IMD Acknowledgement I take this opportunity to extend my sincere gratitude to our guides at Tata Consultancy Services, Mr. Ashish Shetty and Ms. Varsha Nair who spent a lot of time mentoring and guiding us. The insurance ISU was a completely new arena for us. We stumbled a few times, yet they have been very patient and supportive with us, always encouraging us to give our best. I also thank the Academic relationship manager, TCS, Mr. Chandra Koduru, for helping us with the joining formalities and induction program. I would also like to thank Prof. N. R. Govinda Sharma...
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... Anthony is the managing director of Innosight Asia-Pacific and the author of The Little Black Book of Innovation (Harvard Business Review Press, 2012). The New Corporate Garage Illustration: otto steininger Where today’s most innovative—and world-changing—thinking is taking place by Scott D. Anthony Quick: List the big companies that have launched paradigm-shifting innovations in recent decades. There’s Apple—and, well, Apple. The popular perception is that most corporations are just too big and deliberate to produce game-changing inventions. We look to hungry entrepreneurs—the Gateses, Zuckerbergs, Pages, and Brins—instead. The rise of fast, nimble, and passionate venture-capital-backed entrepreneurs seems to have made slow-paced big-company innovation obsolete, or at least to have consigned it to the world of incremental advances. But Apple’s inventiveness is no anomaly; it indicates a dramatic shift in the world of innovation. The revolution spurred by venture capitalists decades ago has created the conditions in which scale enables big companies to stop shackling innovation and start unleashing it. September 2012 Harvard Business Review 45 The Big Idea The New Corporate Garage Three trends are behind this shift. First, the increasing ease and decreasing cost of innovation mean that start-ups now face the same short-term pressures that have constrained innovation at large companies; as soon as a young company gets a whiff of success, it has to race against dozens of...
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...INDUSTRIAL INTERNSHIP REPORT ON “STUDY ON COLD CALLING WITH FOCUS ON EMPLOYEE PERSPECTIVE” A summer training project report submitted in partial fulfillment of the requirement of Post-Graduation Diploma in Management SUBMITTED BY: N. Sneha Priya Roll No. 2T333 SUPERVISED BY: Dr. A. Bhavani Professor - Social Sciences SIVA SIVANI INSTITUTE OF MANAGEMENT SECUNDERABAD-500100 2013-2015 COLLEGE CERTIFICATE COMPANY CERTIFICATE ACKNOWLEDGEMENT I would take this opportunity to express my sincere gratitude to everyone for their valuable assistance and support during my Industry Internship Program (IIP) at Client Curve Info systems Pvt Ltd Hyderabad. I would like to heartily thank my company guide, Mr. Prem Singh Tara, CEO at Client Curve Info systems Pvt Ltd, Hyderabad for giving me an opportunity to work at Client Curve Info systems Pvt Ltd and for his valuable guidance during the course of my internship. His inputs and suggestions have played a very crucial role at every stage in the development of the project and my knowledge as a whole. I would also like to thank Ms. G. Avanthi, HR Manager and for helping me throughout and guiding me and Mr. Karan, COO and my corporate guide, for believing in me and giving me an opportunity to work on a live project and for teaching me and coaching me with each and every small detail required to successfully complete my project, their guidance at the grass root level and helping me overcome every little...
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...generally predict decreased future financial performance. 2-2 A Balanced Scorecard is a systematic approach to performance measurement that translates an organization’s strategy into clear objectives, measures, and targets. The Balanced Scorecard integrates an appropriate mix of short- and long-term financial and non-financial performance measures used across the organization, based on the organization’s strategy. 2-3 The four measurement perspectives in the Balanced Scorecard are (1) financial, (2) customer, (3) process, and (4) learning and growth. 2-4 Increasingly, in order to succeed, organizations are relying on competitive advantage created from their intangible assets, such as loyal customers, high-quality operating and innovation processes, employee skills and motivation, data bases and information systems, and organization culture. The growing importance of intangible assets complements the growing interest in the...
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...The Competitive Advantage of Nations Michael E. Porter Harvard Business Review 90211 HBR MARCH±APRIL 1990 The Competitive Advantage of Nations Michael E. Porter National prosperity is created, not inherited. It does not grow out of a country's natural endowments, its labor pool, its interest rates, or its currency's value, as classical economics insists. A nation's competitiveness depends on the capacity of its industry to innovate and upgrade. Companies gain advantage against the world's best competitors because of pressure and challenge. They benefit from having strong domestic rivals, aggressive home-based suppliers, and demanding local customers. In a world of increasingly global competition, nations have become more, not less, important. As the basis of competition has shifted more and more to the creation and assimilation of knowledge, the role of the nation has grown. Competitive advantage is created and sustained through a highly localized process. Differences in national values, culture, economic structures, institutions, and histories all contribute to competitive success. There are striking differences in the patterns of competitiveness in every country; no nation can or will be competitive in every or even most industries. Ultimately, nations succeed in particular industries because their home environment is the most forward-looking, dynamic, and challenging. These conclusions, the product of a four-year study Harvard Business School professor Michael E. Porter...
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...How Global Brands Compete When a brand is marketed around the world, that fact alone gives itan aura of excellence-and a set of obligations.To maximize the value of global reach, companies must manage both. 68 HARVARD BUSINESS REVIEW by Douglas B. Holt, John A. Quelch, and Earl LTaylor I More than two decades ago, Harvard Business School professor Theodore Levitt provocatively declared in a 1983 HBR article, "The Globalization of Markets" that a global market for uniform products and services had emerged. He argued that corporations should exploit the "economics of simplicity" and grow by selling standardized products all over the world. Although Levitt did not explicitly discuss branding, managers interpreted his ideas to mean that transnational companies should standardize products, packaging, and communication to achieve a leastcommon denominator positioning tbat would be effective across cultures. From that commonsense standpoint, global branding was only about saving costs and ensuring consistent customer communication. The idea proved popular in the 1980s, wben several countries opened up to foreign competition and American and Japanese corporations tried to penetrate those markets with global brands and marketing programs. T'S TIME TO RETHINK GLOBAL BRANDING. While tbe world economy continued to integrate, experiments with global branding soon slowed. Consumers SEPTEMBER 2004 in most countries bad trouble relating to the generic...
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...How Global Brands Compete When a brand is marketed around the w orld, t hat fact alone gives it an aura of excellence-and a set of obligations.To maximize the value of global reach, companies must manage b oth. 68 HARVARD BUSINESS REVIEW by Douglas B. Holt, John A. Quelch, and Earl LTaylor I More than two decades ago, Harvard Business School professor Theodore Levitt provocatively declared in a 1983 HBR article, "The Globalization of Markets" that a global market for uniform products and services had emerged. He argued that corporations should exploit the "economics of simplicity" and grow by selling standardized products all over the world. Although Levitt did not explicitly discuss branding, managers interpreted his ideas to mean that transnational companies should standardize products, packaging, and communication to achieve a leastcommon denominator positioning that would be effective across cultures. From that commonsense standpoint, global branding was only about saving costs and ensuring consistent customer communication. The idea proved popular in the 1980s, when several countries opened up to foreign competition and American and Japanese corporations tried to penetrate those markets with global brands and marketing programs. T'S TIME TO RETHINK GLOBAL BRANDING. While the world economy continued to integrate, experiments with global branding soon slowed. Consumers SEPTEMBER 2004 in most countries had trouble relating to the generic...
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...CUSTOMERS The One Number You Need to Grow by Frederick F. Reichheld FROM THE DECEMBER 2003 ISSUE T he CEOs in the room knew all about the power of loyalty. They had already transformed their companies into industry leaders, largely by building intensely loyal relationships with customers and employees. Now the chief executives—from Vanguard, Chick-fil-A, State Farm, and a half-dozen other leading companies—had gathered at a daylong forum to swap insights that would help them further enhance their loyalty efforts. And what they were hearing from Andy Taylor, the CEO of Enterprise Rent-A-Car, was riveting. Taylor and his senior team had figured out a way to measure and manage customer loyalty without the complexity of traditional customer surveys. Every month, Enterprise polled its customers using just two simple questions, one about the quality of their rental experience and the other about the likelihood that they would rent from the company again. Because the process was so simple, it was fast. That allowed the company to publish ranked results for its 5,000 U.S. branches within days, giving the offices real-time feedback on how they were doing and the opportunity to learn from successful peers. The survey was different in another important way. In ranking the branches, the company counted only the customers who gave the experience the highest possible rating. That narrow focus on enthusiastic customers surprised the CEOs in the room. Hands shot up. What about the rest...
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...How Global Brands Compete When a brand is marketed around the world, that fact alone gives it an aura of excellence-and a set of obligations.To maximize the value of global reach, companies must manage both. 68 HARVARD BUSINESS REVIEW by Douglas B. Holt, John A. Quelch, and Earl LTaylor I More than two decades ago, Harvard Business School professor Theodore Levitt provocatively declared in a 1983 HBR article, "The Globalization of Markets" that a global market for uniform products and services had emerged. He argued that corporations should exploit the "economics of simplicity" and grow by selling standardized products all over the world. Although Levitt did not explicitly discuss branding, managers interpreted his ideas to mean that transnational companies should standardize products, packaging, and communication to achieve a leastcommon denominator positioning that would be effective across cultures. From that commonsense standpoint, global branding was only about saving costs and ensuring consistent customer communication. The idea proved popular in the 1980s, when several countries opened up to foreign competition and American and Japanese corporations tried to penetrate those markets with global brands and marketing programs. T'S TIME TO RETHINK GLOBAL BRANDING. While the world economy continued to integrate, experiments with global branding soon slowed. Consumers SEPTEMBER 2004 in most countries had trouble relating to the generic...
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...Creating a Customer-Centered Organization A Harvard Business Review Insight Center Report sponsored by The HBR Insight Center is an interactive resource that highlights the emerging thinking around today’s most important issues. In this installment of the series, Harvard Business Review focused on how managers are turning their companies into customer-focused organizations. The growing obsession with customer excellence is driven, in part, by technology. Today customers can obtain and exchange more information about the good and bad of their encounters with companies than ever before. That gives companies a great incentive to work harder to make customers happy — before, during, and after their purchases. © 2011 Harvard Business School Publishing. All rights reserved. Harvard Business Publishing is an affiliate of Harvard Business School. Creating a CustomerCentered Organization A Harvard Business Review Insight Center Report CONTENTS 1 3 5 7 9 11 13 15 17 19 21 23 Create Brand Superfans Matthew Rhoden How Philips Uses Net Promoter Scores to Understand Customers Suhail Khan What Zipcar Can Teach the S&P 500 Stephen Wunker How Fidelity Used Design Thinking to Perfect Its Website Frederick S. Leichter The Coming Point-of-Sale Revolution Grant McCracken Using Mobile Phones to Capture Customer Experiences Emma Macdonald, Hugh Wilson, and Umut Konus How to Play Marco Polo When Setting Prices Rafi Mohammed Beyond Mass Customization B. Joseph Pine II Understand...
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