...Managing a Holistic Marketing Organization GENERAL CONCEPT QUESTIONS Multiple Choice 1. ________ is the appointment of teams to manage customer-value–building processes and break down walls between departments. a. Reengineering b. Outsourcing c. Benchmarking d. Supplier partnering e. Customer Partnering Answer: a Page: 696 Level of difficulty: Easy 2. ________ is the greater willingness to buy more goods and services from outside domestic or foreign vendors. a. Benchmarking b. Merging c. Globalizing d. Outsourcing e. Accelerating Answer: d Page: 696 Level of difficulty: Easy 3. ________ is the study of “best practice companies” to improve performance. a. Empowering b. Globalizing c. Flattening d. Focusing e. Benchmarking Answer: e Page: 696 Level of difficulty: Easy 4. ________ is the trend to increase partnering with fewer but better value-adding suppliers. a. Supplier partnering b. Benchmarking c. Customer partnering d. Flattening e. Empowering Answer: a Page: 696 Level of difficulty: Easy 5. ________ is working more closely with customers to add value to their operations. a. Reengineering b. Outsourcing c. Customer partnering d. Merging e. Globalizing Answer: c Page: 696 Level of difficulty: Easy 6. ________ is the acquiring or merging with firms in the same or complementary industries to gain economies...
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...Chapter Two – What is Marketing Management and what do product managers and marketing managers do? The Meaning of the terms Marketing Manager and Marketing Management Traditionally if a person had the title of “manager,” it meant that s/he had the responsibility to help guide the activities of at least a few employees. While this terminology has changed over the years, we still consider someone who has the title of ‘manager’ to be responsible for overseeing the allocation of resources for the organization. For example, as an ‘individual contributor’ I might have the responsibility of performing certain work (for example, writing marketing literature for the firm’s products), but not be responsible for the activities of anyone other than myself. In high technology industries, the word manager is often replaced with “Director” to indicate that a person has primary responsibility for a certain organizational function. For example, the ‘marketing director’ may be responsible for all marketing activities in the firm. At other firms, the term ‘marketing manager’ would be used to describe the same thing. In some organizations, the Vice-President of Marketing may perform the same functions. The term Product Manager is often used in high technology industries to assign responsibility to a specific individual or group for the successful supervision of all marketing activities related to a specific product or service. Sometimes the product manager’s responsibility is defined...
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...Marketing Management is the leading marketing text because its content and organization consistently reflect changes in marketing theory and practice. The very first edition of Marketing Management, published in 1967, introduced the concept that companies must be customer-and-market driven. But there was little mention of what have now become funda- mental topics such as segmentation, targeting, and positioning. Concepts such as brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management. Marketing Management is the leading marketing text because its content and organization consistently reflect changes in marketing theory and practice. The very first edition of Marketing Management, published in 1967, introduced the concept that companies must be customer-and-market driven. But there was little mention of what have now become funda- mental topics such as segmentation, targeting, and positioning. Concepts such as brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management. Marketing Management is the leading marketing text because its content and organization consistently reflect changes in marketing theory and practice. The very first edition of Marketing Management, published in 1967, introduced the concept that companies must be customer-and-market driven. But there was little mention of what have now become funda- mental topics such...
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... Journal of Economics and Management Vol.1 Issue 2, May 2012, ISSN 2278‐0629 THE LINK BETWEEN INTERNAL MARKETING AND HUMAN RESOURCE MANAGEMENT SEYED MEHDI MOUSAVI DAVOUDI*; RAVNEET KAUR** *Student of Executive MBA, Faculty of Management and Economics, Semnan University, Semnan, Iran. **Faculty of management, JIMT, Radaur, India. ABSTRACT Pinnacle Research Journals 59 http://www.pinnaclejournals.com This paper attempts to demonstrate the important linkage between internal marketing (IM) and human resource management (HRM). As a result, first of all, the present paper reviews the relevant literature about IM. In the next step, the elements of IM are introduced. Then, the main objectives of IM are clarified. Further, the relevant literature of HRM and the link between IM and HRM are described. Thereafter, by proposing a model, this paper illustrates the linkage between IM and HRM which leads to firm’s superior performance. This paper states that Marketing and Human Resource management departments should be aligned and integrated with each other. In other words, it is necessary, to have a market-oriented HR managers in order to make an impact on the success of an organization. HR managers should apply the same strategies that marketing managers use to promote products and services outside the organization. Therefore, the tools...
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...5Frederick E. Webster, Jr. The Changing Role of Marketing in the Corporation New organization forms, including strategic partnerships and networks, are replacing sinnple market-based transactions and traditional bureaucratic hierarchical organizations. The historical marketing management function, based on the microeconomic maximization paradigm, must be critically examined for its relevance to marketing theory and practice in the 1990s. A new conception of marketing will focus on managing strategic partnerships and positioning the firm between vendors and customers in the value chain with the aim of delivering superior value to customers. Customer relationships will be seen as the key strategic resource of the business. .^ ., OR the past two decades, some subtle changes in the concept and practice of marketing have been fundamentally reshaping the field. Many of these changes have been initiated by industry, in the form of new organizational types, without explicit concern for their underlying theoretical explanation or justification. On the academic side, prophetic voices have been speaking (Amdt 1979, 1981, 1983; Thorelli 1986; Van de Ven 1976; Williamson 1975) but seldom heard because, representing several different disciplines, they did not sing as a chorus. More basically, perhaps, few listeners were ready to hear the message or to do the intellectual work necessary to pull the several themes together. Like the Peruvian Indians who thought the sails of Ihe Spanish...
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...CHANGING ROLE OF MARKETING IN THE CORPORATION Frederick E. Webster, Jr. For the past two decades, some subtle changes in the concept and practice of marketing have been fundamentally reshaping the field. Many of these changes have been initiated by industry, in the form of new organizational types, without explicit concern for their underlying theoretical explanation or justification. On the academic side, prophetic voices have been speaking (Arndt 1979, 1981, 1983; Thorelli 1986; Van de Ven 1976; Williamson 1975) but seldom heard because, representing several different disciplines, they did not sing as a chorus. More basically, perhaps, few listeners were ready to hear the message or to do the intellectual work necessary to pull the several themes together. Like the Peruvian Indians who thought the sails of the Spanish invaders on the horizon were some phenomenon of the weather and did nothing to prepare themselves for attack (Handy 1990), marketers may ignore some important information in their environment simply because it is not consistent with their past experience. The purpose of this article is to outline both the intellectual and the pragmatic roots of changes that are occurring in marketing, especially marketing management, as a body of knowledge, theory, and practice and to suggest the need for a new paradigm of the marketing function within the firm. First, the origins of the marketing management framework, the generally accepted paradigm of the marketing discipline...
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... | |MEDIA MANAGEMENT | | | | Abstract: Media has played a major part in building and managing the country after 1990’s. It has played both a constructive and destructive role in communicating information to its viewers. Organizations have been aware of this might of media for quite some time now. The partnerships between organizations and media channels and the way in which orgs manage media play a huge role in the way it affects their business. Ex. FMCG companies, entertainment companies, e-commerce companies understand that marketing can’t happen and product can’t sell unless media upholds it. Hence the partnership between orgs and media needs to be seen as an art of media management now. Media can both build and destroy the reputation of any entity in this country. Hence it is extremely careful how media is managed and used in the best possible manner in order to derive benefits instead of creating issues. Media targeted by organizations/entities for marketing are basically of three formats. • Print media Marketing – through Newspapers, magazines, books etc. • Audio / Visual Media Marketing – through Television, movies, radio, youtube...
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...Clark’s advertising and marketing funds were used for two semiannual home and garden trade shows and the annual builders trade show. The sales generated at these trade shows contributed to a large portion of their revenue. The executive team at Clark had previously attempted to implement project management but the attempt failed due to discord between the marketing and engineering departments. Project management failed to receive support from functional team members, line managers, and the procurement manager. The executive council mandated a second attempt to implement project management, the vice presidents of the marketing and engineering departments reluctantly agreed to participate. Senior management hired an external consultant to aide in the process and the consultant conducted interviews with both departments to uncover the roots of the discord. The engineering department felt overloaded with work and that the marketing department did not understand that the engineering department does more work than just developing new products. The engineering department also felt that often times marketing hindered their process and were not conscious about the engineering department’s timeline. The engineering department felt that many problems rooted from the marketing department not having a clear picture of their product requirements in the beginning, which led to many rounds of changes that delayed the product development process even more. The marketing department felt that the...
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...International Management 375 Assessment 1 - Individual Portfolio Portfolio questions: week 3 1. Discuss how the Internet and culture interact. Which most affects the other and how? Give some examples. Internet has now become an integral thing from the viewpoint of organizations and society and it is now emerged as a technology which is creating effectiveness for these aspects from different angles (BEREND AUTOR WIERENGA, 2000). There is a considerable difference found among internet and culture and the interaction of both of these aspects are not easy, as there are certain countries and environment and cultures wherein the utilization of internet is not easy because of the backward thinking of the people living in this region. The thing that affects the most to the people is culture not the internet (Chernev, 2012). If the culture and tradition of the country is effective and clear then the utilization of the same is also effective which will affect over the position of the people. Some of the examples are of African and European region countries in which the stance of utilization are totally change with each other. 2. Discuss the types of operational conflicts that could occur in an international context because of differences in attitudes towards time and individualism. Give examples relative to specific countries. Organization is a name wherein people belong to different demographics and mindset work together merely for the achievement of a single and pre-specified...
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...design business portfolios and develop growth strategies. 3. Explain marketing’s role under strategic planning and how marketing works with its partners to create and deliver customer value. 4. Describe the elements of a customer-driven marketing strategy and mix, and the forces that influence it. 5. List the marketing management functions, including the elements of a marketing plan. COMPANYWIDE STRATEGIC PLANNING: DEFINING MARKETING’S ROLE The task of selecting an overall company strategy for long-run survival and growth is called strategic planning. Companies typically prepare annual plans, long-range plans, and strategic plans. Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing market opportunities. Refer to Figure 2.1 on pg. 63, which shows the 4 steps in strategic planning. 1. Defining a Market-Oriented Mission Many organizations develop formal mission statements. A mission statement is a statement of the organization’s purpose – what it wants to accomplish in the larger environment. A clear mission statement guides people in the organization. A market-oriented mission statement defines the business in terms of satisfying basic customer needs. See Table 2.1 (pg. 64) for market-oriented vs. product-oriented definitions. Management should avoid making its mission too narrow or too broad. Missions should be realistic, specific, fit the market environment...
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...35% edition Understanding Business Table of Contents Page No. Introduction 1 TASK 1 1-6 1.1 Human Resource Management (HRM) 1-3 1.2 Accounting 3 1.3 Marketing 4-6 1.4 Operations Management 5 TASK 2 Analyzing the Key Issues 7-9 2.1 Human Resource Management (HRM) 7 2.2 Marketing 8-9 Conclusion and recommendations 10 References 11 Introduction Understanding business is very important when a company is going to operate for the first time. Without understanding business and its core component like HRM, Marketing, accounting, and operational management it is difficult to initiate business efficiently. That is why these issues can play a big role in an organization and it is very necessary to understanding business. Eastern food is going to launch its business. So this organization should consider accounting, marketing, operational management and HRM factors so that Eastern food can overcome its challenge when it is starting its business. Task 01 1. human resource management: In the time of consideration of success in any business, human resource management (HRM) is the key player to go forward towards the goal. Only the effective and efficient employee can make every single complex task easier that is the main point to overall success in a certain period. Human resource management itself being thought responsible to operate some major function namely retreatment process, training, and other motivational work events. In the arrival of HRM it maintains...
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...FACULTY OF MANAGEMENT STRATEGIC MANAGEMENT CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Abstract Majority of administrations have observed the customer relationship management (CRM) design as a hi-tech explanation for glitches in individual region, convoyed by a great deal of not coordinated enterprises. in any case, customer relationship management have to be conceptualized as a strategy, due to its technological, human, and processes implications, meanwhile an organization decides to carry it out. On this concept, the main aim declared in this research is to propose, vindicate, and legalize a model based on critical success influences that will constitute a lead for companies in the execution and diagnosis of a CRM strategy. The model is match by a set of 13 critical success factors with their 55 analogous metrics, which will perform as a lead for organizations desiring to apply this type of strategy. These rudiments cover the three key aspects of every customer relationship management strategy (processes, human factors and technology); giving a universal focuses and appease success in the performing of a CRM strategy. These critical success factors were measured by a group of internationally experts permitting deciding guidelines for a consumer relationship management employment as well as the plausible causes of the shortages in past projects. Introduction In the early of 1960s, Levitt recommended that the aim of...
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...Research Question: Destination management organizations (DMO), exhibit significant transformations including the scope of their objectives and expenditures incurred RQ1: How DMO’s work effectively with government and other stake holders? RQ2: How DMO’s influence the perceptions of Consumer/Tourist? RQ 3: What are the factors accounting for the collapse of DMO`S OBJECTIVES AND AIMS Overall Objective This research paper aims to examine the DMO model whiles examining its contributions to sustainable tourism. Specific Aims 1. The research aims to focus on the collaborative nature between the works of...
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...manager plays in an organization – leadership, figurehead, liaison, monitor, disseminator, spokesperson, entrepreneur, disturbance handler, negotiator, and resource allocator. He categorized them into 3 roles – interpersonal roles, informational roles, and decisional roles (Robbins and Coulter, 2012). A manager plays these roles at varying degrees depending on the situations that arise. We will now identify some of these roles in the functional areas of human resource management and marketing management. Human resources management addresses the area of personnel development in the business. Managers use human resources management throughout the employee life cycle (University of Phoenix 2014, Week One Assignment). Human resources management is responsible for establishing policies and procedures to accomplish the strategic goals set. Human resource (HR) managers deal with but not limited to, employee hiring, training, employee development, performance management, salary and benefits, employee relationships and safety. A monitor looks for and receives information and maintain interpersonal contacts (Quinn, 2010). The responsibility of the HR manager who plays the role of a monitor is to identify and resolve workplace issues. By identifying the issues and taking action before it gets out of hand would also help prevent legal issues that might arise. They are also responsible for ensuring that the policies and procedures set by the organization are implemented. A...
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...European Journal of Marketing 29,1 8 Received June 1994 Information systems in marketing Identifying opportunities for new applications Jari M. Talvinen Helsinki School of Economics and Business Administration, Helsinki, Finland Introduction Over the past three decades, subtle changes in the theory and practice of marketing have been fundamentally reshaping companies. These changes have also been evident in marketing and management related information systems. More and more, companies are faced with the need to control an ever larger and rapidly changing marketing environment. The information processing requirements of companies are expanding as their competitive environments become more dynamic and volatile[1]. To handle the increasing external and internal information flow and to improve its quality, companies will need to take advantage of the opportunities offered by modern information technology (IT) and information systems (IS). Managing marketing information by means of IT has become one of the most vital elements of effective marketing. By collecting and sharing marketing information and by using it to promote corporate and brand image, IS offer new ways of improving internal efficiencies of the firm. Information systems allow dynamic marketing communication between personnel in corporate planning, accounting, advertising and sales promotion, product management, channels of distribution and direct sales. Information technology-based marketing information systems...
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