Free Essay

Marketing

In:

Submitted By lei49
Words 3823
Pages 16
Best Practice
BY BOB FRISCH

When Teams Can’t Decide
Are stalemates on your leadership team making you a dictator by default? Stop blaming your people – start fixing the process.
THE EXECUTIVE TEAM

is deliberating about a critical strategic choice, but no matter how much time and effort the team members expend, they cannot reach a satisfactory decision. Then comes that uncomfortable moment when all eyes turn to the CEO. The team waits for the boss to make the final call, yet when it’s made, few people like the decision. Blame, though unspoken, is plentiful. The CEO blames the executives for indecisiveness; they resent the CEO for acting like a dictator. If this sounds familiar, you’ve experienced what I call the dictator-by-default syndrome. For decades this dynamic has been diagnosed as a problem of leadership or teamwork or both. To combat it, companies use team-building and communications exercises that teach executives how to have assertive conversations, give and receive feedback, and establish mutual trust. In doing so, they miss the real problem, which lies not with the people but with the process. This sort of impasse is inherent in the act of arriving at a collective preference on the basis of individual preferences. Once leadership teams understand that voting-system mathematics are the culprit, they can stop wasting time on irrelevant psychological exercises and instead adopt practical measures designed to break the impasse. These measures, proven effective in scores of strategy off-sites for companies of all sizes, enable teams to move beyond the blame cycle to a no-fault style of decision making.

Jen Hsieh

hbr.org

|

November 2008

|

Harvard Business Review 121

Best Practice When Teams Can’t Decide

Asking the Impossible Reaching collective decisions based on individual preferences is an imperfect science. Majority wishes can clash when a group of three or more people attempts to set priorities among three or more items. This “voting paradox,” first noted in the eighteenth century by the Marquis de Condorcet, a French mathematician and social theorist, arises because different subsets of the group can generate conflicting majorities for all possible alternatives (see the exhibit “The Boss Is Always Wrong”). A century and a half later, renowned economist Ken Arrow developed his impossibility theorem, which established a series of mathematical proofs based on Condorcet’s work. Suppose a nine-person leadership team that wants to cut costs is weighing three options: (a) closing plants, (b) moving from a direct sales force to distributors, and (c) reducing benefits and pay. While any individual executive may be able to “rack and stack” her preferences, it’s possible for a majority to be simultaneously found for each alternative. Five members might prefer “closing plants” to “moving sales to distributors” (a > b), and a different set of five might prefer “moving sales” to “reducing benefits and pay” (b > c). By the transitive property, “closing plants” should be preferred to “reducing benefits and pay” (a > c). But the paradox is that five members could rank “reducing benefits and pay” over “closing plants” (c > a). Instead of being transitive, the preferences are circular. When the CEO is finally forced to choose an option, only a minority of team members will agree with the decision. No matter which option is selected, it’s likely that different majorities will prefer alternative outcomes. Moreover, as Arrow demonstrated, no voting method – not allocation of points to alternatives, not rank-ordering of choices, nothing – can solve the problem. It can be circumvented but not cured. Although the concept is well understood in political science and economics and among some organizational theo-

IDEA IN BRIEF


When executive teams hit an impasse deliberating on an important decision, they often look to the CEO to make the final call, only to be displeased with the outcome. The CEO blames the team for indecisiveness; the team resents the CEO for acting like a dictator. This problem arises because groups try to reach consensus on the basis of individual preferences. Use the tactics described here to circumvent this dictator-bydefault syndrome and create genuine team alignment.







rists, it hasn’t yet crossed over to practical management. Understanding this paradox could greatly alter the way executive teams make decisions.

Acknowledging the Problem To circumvent the dictator-by-default syndrome, CEOs and their teams must first understand the conditions that give rise to it. The syndrome is perhaps most obvious at executive off-sites, but it can crop up in any executive committee meeting of substance. Most executive teams are, in effect, legislatures. With the exception of the CEO, each member represents a significant constituency in the organization, from marketing to operations to finance. No matter how many times a CEO asks team members to take off their functional hats and view the organization holistically, the executives find it difficult to divorce themselves from their functional responsibilities. Because the team often focuses on assigning resources and setting priorities, members vie for allocations and approval for favored projects. When more than two options are on the table, the scene is set for the CEO to become a dictator by default. More insidiously, the problem exists even when a team is considering an either/or choice, despite the fact that

the voting paradox requires three or more options. Framing strategy considerations as binary choices – “We must either aggressively enter this market or get out of this line of business altogether” – appears to avert the problem. However, such choices always include a third, implied alternative: “Neither of the above.” In other words, there could be circular majorities for entering the market, for exiting the business, and for doing neither. Take, for example, the ubiquitous business case, which usually offers a single, affirmative recommendation: “We should aggressively enter this market now.” The only apparent alternative is to forgo the market – but some team members may want to enter it more tentatively, others may want to enter an adjacent market, and still others may want to defer the decision until the market potential becomes clearer. The use of the business case, which forces decisions into a yes-or-no framework, is a tacit admission that groups are not good at discussing and prioritizing multiple options. Further, when a team of analysts has spent six months working up the business case and only a half hour has been allotted to the item on the agenda, dissenting team members may be reluctant to speak up. Questions from the heads of sales and marketing, who have spent only a day or two with a briefing book and 20 minutes watching a PowerPoint presentation, would most likely be treated as comments tossed from the peanut gallery. So the team remains silent and unwittingly locked in the voting paradox. Ultimately, in order to move on to the next agenda item, either the team appears to reach a majority view or the CEO issues a fiat. In reality, however, there may be competing opinions, alternative majority opinions, and dissatisfaction with the outcome – all of them unstated.

Managing the Impossible Once CEOs and their teams understand why they have trouble making decisions, they can adopt some straight-

122 Harvard Business Review

|

November 2008

|

hbr.org

forward tactics to minimize potential dysfunction. Articulate clearly what outcome you are seeking. It’s surprising how often executives assume that they are talking about the same thing when in fact they are talking past one another. In a discussion of growth, for instance, some may be referring to revenue, others to market share, and others to net income. The discussion should begin with agreement on what outcome the team is trying to achieve. If it’s growth, then do all the members agree on which measures are most relevant? In the absence of clearly articulated goals, participants will choose options based on unspoken, often widely differing, premises, creating a situation that is ripe for the dictator-by-default syndrome. One division of a major industrial company, for example, was running out of manufacturing capacity for a commodity product made in the United States and a specialty product made in Western Europe. Because costs of labor and raw materials were high in both places, the leadership team was considering what seemed like an obvious choice: shutting down the U.S. plant and building a plant in China, where costs were lower and raw materials were closer, to handle the commodity business and any growth in the specialty business. Most members of the team assumed that the desired outcome was to achieve the highest possible return on net assets, which the move to China might well have accomplished. However, the CEO had been in discussions with corporate managers who were primarily concerned with allocation of overhead throughout the enterprise. The move to China would mean shutting down an additional plant that supplied raw materials to the U.S. plant, with implications for corporate earnings. Once the division team fully understood what outcome the parent company desired – to minimize overhead costs without taking a hit on earnings – it could work on solving the capacity problem in a way that honored the parent’s strictures.

It’s essential to keep discussion of the desired outcome distinct from discussion about how to achieve it. Sometimes, simply articulating the desired outcome will forestall or dissolve disagreement about solutions because the options can be tested against an accepted premise. It may also help avert the political horse trading that can occur when executives

Europe; or build a commodity plant in China and gradually decommission the U.S. plant. Test fences and walls. When teams are invited to think about options, they almost immediately focus on what they can’t do – especially at the divisional level, where they may feel hemmed in by corporate policies, real or imagined.

It’s essential to keep discussion of the desired outcome distinct from discussion about how to achieve it. try to protect their interests rather than aiming for a common goal. Provide a range of options for achieving outcomes. Once the team at the industrial company had articulated the desired outcome, it could break the simplistic “accept,” “reject,” and “defer” alternatives into a more nuanced range of options: build a specialty plant in China; beef up the plant in Western Often the entire team not only assumes that a constraint is real but also shies away when the discussion comes anywhere near it. When team members cite a presumed boundary, my colleagues and I encourage them to ask whether it’s a wall, which can’t be moved, or a fence, which can. For example, one division of a global provider of financial services was

THE VOTING PARADOX

The Boss Is Always Wrong
A management team is attempting to select a fleet vehicle for its company’s senior executives. When asked to rank three choices – BMW, Lexus, and Mercedes – the individual team members reach an impasse. To break it, the CEO intervenes and picks BMW. But as the table shows, two-thirds of the team would have preferred a Lexus. Had he chosen Lexus, however, two-thirds of the team would have preferred Mercedes. And had he chosen Mercedes, twothirds of the team would have preferred BMW. Instead of being transitive – Lexus beats BMW; Mercedes beats Lexus; therefore Mercedes beats BMW – the choice is circular. Whatever decision the boss makes, the majority of his team is rooting for a different option. Unjustly, but not surprisingly, he is considered a dictator.

First Choice Lou BMW Sue Mercedes Stu Lexus

Second Choice

Third Choice

Mercedes Lexus BMW

Lexus BMW Mercedes

hbr.org

|

November 2008

|

Harvard Business Review 123

Best Practice When Teams Can’t Decide

looking at new avenues for growth. Although expanding the division’s offerings to include banking services was a promising possibility, the executive team never considered it, assuming that corporate policy prohibited the company from entering banking. When the division head explicitly tested that assumption with her boss, she found that the real prohibition – the wall – was against doing anything that would bring certain types of new regulatory requirements. With that knowledge, the division’s executive team was able to develop strategic options that included some features of banking but avoided any new regulations. Surface preferences early. Like juries, executive teams can get an initial sense of where they stand by taking nonbinding votes early in the discussion. They can also conduct surveys in advance of meetings in order to identify areas of agreement and disagreement as well as the potential for deadlock. A global credit card company was deciding where to invest in growth. Ordinarily, executive team members would have embarked on an open-ended discussion in which numerous countries would be under consideration; that tactic would have invited the possibility of multiple majorities. Instead, they conducted a straw poll, quickly eliminating the countries that attracted no votes and focusing their subsequent discussion on the two places where there was the most agreement. Using weighted preferences is another way to narrow the decision-making field and help prevent the dictator-bydefault syndrome. The life and annuities division of a major insurance company had developed a business plan that included a growth in profit of $360 million. The executive team was trying to determine which line of business would deliver that growth. Instead of casting equally weighted votes for various lines of business, each executive was given poker chips representing $360 million and a grid with squares representing the company’s products and channels. Team

Proposing options early and allowing people to tailor them reduces the likelihood of a stalemate. members distributed their chips according to where they thought the projected growth was likely to be found. After discussing the results they repeated the exercise, finding that some agreement emerged. By the third and final round of the exercise, this weighted voting had helped them narrow their discussion to a handful of businesses and channels, and genuine alignment began to develop among team members. Equally weighted votes might have locked the executive team into the voting paradox, but this technique dissolved the false equality of alternatives that is often at the root of the problem. Proposing options early and allowing people to tailor them reduces the likelihood that executives will be forced into a stalemate that the CEO has to break. State each option’s pros and cons. Rather than engaging in exercises about giving feedback or learning how to have assertive conversations, executives can better spend their time making sure that both sides of every option are forcefully voiced. That may require a devil’s advocate. The concept of a devil’s advocate originated in the Roman Catholic Church’s canonization process, in which a lawyer

124 Harvard Business Review

|

November 2008

|

hbr.org

is appointed to argue against the canonization of a candidate – even the most apparently saintly. Similarly, in law, each side files its own brief; the defense doesn’t simply respond off-the-cuff to the plaintiff’s argument. In business, however, an advocate for a particular option typically delivers a presentation that may contain some discussion of risk but remains entirely the work of someone who is sold on the idea. Members of the executive team are expected to agree with the business case or attack it, although they may have seen it only a few days before the meeting and thus have no way of producing an equally detailed rebuttal or offering solid alternatives. Further, attacking the business case is often perceived as attacking the person who is presenting it. Frequently the only executives with open license to ask tough, probing questions are the CEO and the CFO, but even they lack the detailed knowledge of the team advocating the business case. By breaking the false binary of a business case into several explicit and implicit alternatives and assigning a devil’s advocate to critique each option, you can depersonalize the discussion, making thorough and dispassionate counterarguments an expected part of strategic deliberations. This approach is especially valuable when the preferences of the CEO or other powerful members of the team are well known. If assigning a devil’s advocate to each option appears too cumbersome, try a simpler variant: Have the CEO or a meeting facilitator urge each team member to offer two or three suggestions from the perspective of his functional area. Instead of unreasonably asking executives to think like a CEO, which usually elicits silence or perfunctory comments, this tactic puts team members on the solid ground of their expertise and transforms an unsatisfying false binary into far more options for discussion. A major internet entertainment company adopted a novel version of the devil’s advocate approach. The company maintains a council to consider its many

Change lives. Change organizations. Change the world.

Best Practice When Teams Can’t Decide

potential investments, from upgrading its server farms to adopting new technology to creating special entertainment events on the web. In the past, each opportunity was presented to the council as a business case by an advocate of the investment, and each case was evaluated in isolation. Frustrated with this haphazard approach, the company established a new system: The council now considers all investment proposals as a portfolio at its monthly strategy meetings. All proposals follow an identical template, allowing for easy comparison and a uniform scoring system. Finally, each one needs sign-off from an independent executive. This system incorporates the devil’s advocate role at two levels. For each proposal the validating executive, not wishing to be accountable for groundless optimism, considers carefully all of the counterarguments, does a reality check, and makes sure the sponsor adjusts the score accordingly. At the portfolio level, the comparative-scoring system reminds the team that the proposals are competing for limited resources, which prompts a more critical assessment. Devise new options that preserve the best features of existing ones. Despite a team’s best efforts, executives can still find themselves at an impasse. That is a measure of both the weightiness of some strategic decisions and the intractability of the voting paradox – it’s not necessarily an index of executive dysfunction. Teams should continue to reframe their options in ways that preserve their original intent, be it a higher return on net assets or greater growth. When they feel the impulse to shoehorn decisions into an either/or framework, they should step back and generate a broader range of options. For instance, the executive team of the property and casualty division of a large insurer wanted to grow either by significantly increasing the company’s share with existing agencies or by increasing the total number of agencies that sold its products. Before the leadership team took either path, it

needed to decide whether to offer a full line of products or a narrow line. As a result, team members found themselves considering four business models: (1) full product line, existing large agencies; (2) narrow product line, existing large agencies; (3) full product line, more small agencies; and (4) narrow product line, more small agencies. Dissatisfied with those choices, they broke the business down into 16 value attributes, including brand, claim service, agency compensation, price competitiveness, breadth of product offering, and agencyfacing technology. Some of these value attributes might apply to all four of the original business models; others to three or fewer. Agent-facing technology, for example, is typical of working with many small agencies, because their sheer numbers preclude high-touch relationships with each one. The team then graded its company and several competitors on each attribute to find competitive openings that fit with the division’s willingness and ability to invest. Instead of four static choices, it now had a much larger number of choices based on different combinations of value attributes. Ultimately, it chose to bring several lagging attributes up to market standard, elevate others to above-market standard, and aggressively emphasize still others. This turned out to be a far less radical redirection than the team had originally assumed was needed.

reluctant to engage in the free play of mind that unfettered strategy discussion demands. Moreover, team members whose priorities don’t prevail in the deliberations must be able to save face when the meeting is over. If they are known to have “lost” or to have relinquished something dear to their constituents, their future effectiveness as leaders might be undermined. Deliberate over an appropriate time frame. All too often the agendas for strategy off-sites contain items like “China market strategy,” with 45 minutes allotted for the decision. The result is a discussion that goes nowhere or an arbitrary decision by the CEO that runs roughshod over competing majorities for other options. When new options are devised or existing ones unbundled, team members need time to study them carefully and assess the counterarguments. Breaking up the discussion into several meetings spaced widely apart and interspersed with additional analysis and research gives people a chance to reconsider their preferences. It also gives them time to prepare their constituencies for changes that are likely to emerge as a result of a new strategy.
•••

Two Essential Ground Rules So far, I have outlined several tactics that leadership teams can use to circumvent the dictator-by-default syndrome. These tactics can be effective whether they are used singly or in tandem. But if teams are to thwart this syndrome, they must adhere to two ground rules. Deliberate confidentially. A secure climate for the conversation is essential to allow team members to float trial balloons and cut deals. An executive who knows that her speculative remarks about closing plants may be circulated throughout the company will be

Leadership and communication exercises have their merits. A team can’t make effective decisions if its members don’t trust one another or if they fail to listen to one another. The problem I see most often, however, is one that simply cannot be fixed with the psychological tools so often touted in management literature. If executives employ the tactics described here, which are designed to fix the decision-making process, they will have far greater success in achieving real alignment.
Bob Frisch (rfrisch@strategicoffsites.

com) is the managing partner of the Strategic Offsites Group in Boston and a coauthor of “Off-Sites That Work” (HBR June 2006).
Reprint R0811J To order, see page 139.

126 Harvard Business Review

|

November 2008

|

hbr.org

Harvard Business Review Notice of Use Restrictions, May 2009 Harvard Business Review and Harvard Business Publishing Newsletter content on EBSCOhost is licensed for the private individual use of authorized EBSCOhost users. It is not intended for use as assigned course material in academic institutions nor as corporate learning or training materials in businesses. Academic licensees may not use this content in electronic reserves, electronic course packs, persistent linking from syllabi or by any other means of incorporating the content into course resources. Business licensees may not host this content on learning management systems or use persistent linking or other means to incorporate the content into learning management systems. Harvard Business Publishing will be pleased to grant permission to make this content available through such means. For rates and permission, contact permissions@harvardbusiness.org.

Similar Documents

Premium Essay

Marketing

...ASB-1104 Introduction to Marketing Assignment 1 In view of the dynamic nature of the marketing environment, to what extent do you consider consumers to be, in practice, central to marketing activities? Name: ZHUOMING AN Student No: 500356688 Tutor: David James Introduction What is marketing? The answer is not changeless. There are some different definitions about marketing. The Chartered Institute of Marketing define that "Marketing is the management process responsible for identifying, anticipating and satisfying consumers' requirements profitably." (CIM). Taking a concern into this definition, it indicates that marketing begins before a product or service is developed. In additional, it also explain that marketing involves identifying an unsatisfied consumer need or want and determining if a profitable opportunity exists. Another definition is that “A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others." (Kotler et al., 2005). The basic idea of this definition is that core to all marketing activities is customer satisfaction, which means marketing is an ongoing process as consumer demands and the environment is constantly changing. Products need to adapt as demands change. At the same time, marketing does not involve misleading, tricking or manipulation the customer. The Jobber also define the marketing is "The achievement of corporate goals through meeting...

Words: 1933 - Pages: 8

Premium Essay

Marketing

...*/introduction Critically evaluates the marketing planning process Discusses impediments to effective implementation of marketing plan Introduction The leading exponents of the marketing planning have been warned of the communications factors, operational, cultural and managerial in which frequently impede the effective implementation of the marketing planning programmers in the past two decades. (Cravens, 1998; Doyle, 1998; Greenley, 1982; Leeflang and de Mortanges, 1996; McDonald, 1992a, b; 1995; Piercy and Morgan, 1994; Jain, 1993; Simkin, 1996a, b; Verhage and Waarts, 1988). There have some specific guidance are offered in the recent years to assist marketing managers overcoming those internal organisational and in pre-empting forces (cf. Cravens, 1998; Dibb et al., 1996; Lings, 1999; Piercy, 1997; 1998; Simkin, 2000). Yet, the recent research has shows barriers to the implementation of programmes and marketing strategies. (Dibb and Simkin, 2001; Simkin, 2000). Another key barrier is indicating impeding the deployment of effective marketing practices used to be the lack in most marketing function or either in organisations. (cf. McDonald, 1992a, b; Piercy and Morgan, 1994). The research are shows this is a no longer to the case with the bulkiness businesses professing to have a marketing department undertaking not only promotion and customer research,but are relate to the Kotleresque textbook approach to marketing management (Dibb and Simkin, 1997; Piercy...

Words: 1580 - Pages: 7

Premium Essay

Marketing

...A high-level data model in business or for any functional area is an abstract model that documents and organizes the business data for communication between functional and technical people. It is used to show the data needed and created by business processes. A data model in software engineering is an abstract model that documents and organizes the business data for communication between team members and is used as a plan for developing applications, specifically how data are stored and accessed. An entity-relationship model (ERM) is an abstract conceptual data model (or semantic data model) used in software engineering to represent structured data. There are several notations used for ERMs. Methodology: 1. Use E-R model to get a high-level graphical view of essential components of enterprise and how they are related 2. Then convert E-R diagram to SQL DDL, or whatever database model you are using E-R Model is not SQL based. It's not limited to any particular DBMS. It is a conceptual and semantic model – captures meanings rather than an actual implementation The E-R Model: The enterprise is viewed as set of * Entities * Relationships among entities Symbols used in E-R Diagram * Entity – rectangle * Attribute – oval * Relationship – diamond * Link - line Ellipsis (plural ellipses; from the Ancient Greek: ἔλλειψις, élleipsis, "omission" or "falling short") is a series of dots that usually indicate an intentional omission of a word, sentence...

Words: 1759 - Pages: 8

Premium Essay

Marketing

...Defining Marketing Paper ShuMikki Stinson MKT/351 Thomas Collins August 26, 2013 Marketing is a tool that can help business owners to prosper with their product. Marketing can be defined as an instrument that is helpful to individuals to promote their goods in their unique way that other people items would not be an eye-catcher. It is vital to know that the key thing for every marketing tool that the individual uses will be used for the proper reasons. By the individual using marketing tools in the proper way, the individual will reach their marketing level in which they wish to be at. There are side effects when it comes to the marketing tools and the techniques which they do not work properly as it was intended too. There are numerous of definitions that relate to the marketing field. According to William D. Perreault, the author of Basic Marketing, the best definition of marketing is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need satisfying goods and services from producer to customer or client. (William D. Perreault, 2011). Marketing is important because it can be a benefit for a business or a hardship. Respectable marketing methods can make a transformation between a concrete upsurges in sales to an impasse circumstances on a quality merchandise. Marketing can be as simple as having a general conversation, which is usually the case in the long run. Marketing is vital...

Words: 767 - Pages: 4

Premium Essay

Marketing

...Omar Rochell Marketing MKT/421 April 7, 2011 Nikki Jackson Introduction Marketing is exposed to someone every day, even when they do not seem realize it. Driving down the roads you see billboards everywhere and that is part of marketing. Logos people were on their shirts and signs in the middle or on the sign of football fields are all part of marketing. Even when a child is marketing themselves to their parents to borrow the car or go to a party they are marketing themselves to their parents in exchange for the car or the party. A set of activities that will benefit both parties’ objectives is my own personal definition of marketing. This paper will be defining marketing in different perspectives. Discussing the importance of marketing in a organizational success will also be discussed with examples included from different organizations. As an organization it is important to know what marketing is and how to establish success. What is Marketing “Marketing is defined as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that will have value for customers, clients, partners, and society at large.”(American Marketing Association, 2011) Marketing is a process that helps links the consumer, customer, and public to information that will help identify and market opportunities. Marketing research will generate, and evaluate different types of market actions, monitor marketing performance, and help improve...

Words: 1088 - Pages: 5

Premium Essay

Marketing

...focus inward on the organization’s needs instead of outward (the customer’s needs). • Product is aimed at everyone. • Firms want to profit through maximizing sales volume. • Promotion to achieve goals. 2. Describe some of the characteristics of a firm that would follow a marketing orientation. Marketing orientation is “a philosophy that assumes that a sale does not depend on an aggressive sales force but rather than on a customer’s decision to purchase a product; it is synonymous with the marketing concept.” • Unlike sales orientation, a firm would focus outward on the customers wants and needs. • The goal of a firm is to satisfy customers wants and needs and delivering superior value. • The target is specific groups of people. • Where sales orientation profits by sales volume, marketing orientation firms profit with good feedback from customers or customer satisfaction. • It’s more about marketing and less about selling (less persuasion). • Firms identify what customers want and have businesses give them what they want efficiently. 3. In what ways does McDonald's embody both a marketing and a societal marketing orientation? Do some internet research if necessary. McDonald’s embodies a marketing orientation...

Words: 1110 - Pages: 5

Premium Essay

Marketing

...customer-focused and heavily committed to marketing. These companies share a passion for understanding and satisfying customer needs in well-defined target markets. They motivate everyone in the organization to help build lasting customer relationships based on creating value. Marketing is just as important for non-profit-making organizations as it is for profit-making ones. It is very important to realize that at the heart of marketing is the customer. It is the management process responsible for identifying, anticipating and satisfying consumer requirements profitability. Background The term ‘‘marketing’’ is derived from the word ‘‘market’’, which refers to a group of sellers and buyers that cooperate to exchange goods and services. The modern concept of marketing evolved during and after the revolution in the 19th and 20th centuries. During that period, the proliferation of goods and services, increased worker specialization and technological advances in transportation, refrigeration and other factors that facilitate the transfer of goods over long distances resulted in the need for more advance market mechanisms and selling techniques. But it was not until the 1930s that companies began to place a greater emphasis on advertising and promoting their products and began striving to tailor their goods to specific consumer needs. By the 1950s, many larger companies were sporting entire marketing departments charged with devising and implementing marketing strategies that would complement...

Words: 2190 - Pages: 9

Premium Essay

Marketing

...MARKETING PLAN RESEARCH DEFINITION: A marketing plan is a business document written for the purpose of describing the current market position of a business and its marketing strategy for the period covered by the marketing plan. Marketing plans usually have a life of from one to five years. PURPOSE: The purpose of creating a marketing plan is to clearly show what steps will be undertaken to achieve the business' marketing objectives. CONTENT OF MARKETING: A marketing plan for a small business typically includes Small Business Administration Description of competitors, including the level of demand for the product or service and the strengths and weaknesses of competitors. 1. Description of the product or service, including special features 2. Marketing budget, including the advertising and promotional plan 3. Description of the business location, including advantages and disadvantages for marketing 4. Pricing strategy 5. Market Segmentation The main contents in marketing plan are: * Executive Summary Brief statement of goals and recommendations based on hard data. * Environmental Analysis Presents data on the market, product, competition, distribution, macro-environment. (Product fact book) S.P.I.N.S. Situation “Where am I”, Problem identification/Implications “What is happening”, Needs Assessment “Why is it happening”, Solutions “What can I do about it” Market Situation: Data on target market, size and growth for past years...

Words: 579 - Pages: 3

Premium Essay

Marketing

...Marketing MKT 421 Marketing According to “American Marketing Association” (2013), “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customer, clients, partners, and society at large.” The American Marketing Society has grown to be the largest marketing associations in the world. The members work, teach, and study in the field of marketing across the globe. Another definition of marketing is according to “About.com Investors” (2013), “Marketing is an activity. Marketing activities and strategies result in making products available that satisfy customers while making profits for the companies that offer those products.” Organizations success lies in marketing and it is the heart of the success. The marketing introduces a product or service to potential customers. An organization can offer the best service or product in the industry but the potential customers would not know about it without marketing. Sales could crash and organizations may close without marketing. For a business to succeed the product or service that is provided needs to be known to the potential buyers. Getting the word out is important part of marketing in any organizational success. Product or service awareness is created by marketing strategies. If marketing is not used the potential customers will never be aware of the organizational offerings and the organization will not have the opportunity to succeed...

Words: 776 - Pages: 4

Premium Essay

Marketing

...chapter 1 Marketing’s Role in the Global Economy When You Finish This Chapter, You Should 1. Know what marketing is and why you should learn about it. 2. Understand the difference between micro-marketing and macro-marketing. 3. Know why and how macromarketing systems develop. 4. Understand why marketing is crucial to economic development and our global economy. 5. Know why marketing special— ists—including middlemen and — facilitators—develop. 6. Know the marketing functions and who performs them. 7. Understand the important new terms (shown in red). www.mhhe. When it’s time to roll out of bed in the morning, does your General Electric alarm wake you with a buzzer—or by playing your favorite radio station? Is the station playing rock, classical, or country music—or perhaps a Red Cross ad asking you to contribute blood? Will you slip into your Levi’s jeans, your shirt from L. L. Bean, and your Reeboks, or does the day call for your Brooks Brothers interviewing suit? Will breakfast be Lender’s Bagels with cream cheese or Kellogg’s Frosted Flakes—made with grain from America’s heartland—or some extra large eggs and Oscar Mayer bacon cooked in a Panasonic microwave oven imported from Japan? Will you drink decaffeinated Maxwell House coffee—grown in Colombia—or some Tang instant juice? Will you eat at home or is this a day to meet a friend at the Marriott-run cafeteria—where you’ll pay someone else to serve your breakfast? After breakfast, will you head off to school...

Words: 14069 - Pages: 57

Premium Essay

Marketing

...Abstract In the world of today with rude competition everywhere, customers’ expectations have become higher than ever. It is not the customers who come towards the products but it is the products which should make their way to the customers. And for this, only competitive businesses that are able to stimulate customers’ interests survive in the market. Therefore firms need to increase customers’ awareness about their products or services to be able to pull and encourage them to engage in purchase of their products. And as such, the promotional mix used by a company is really important for this task. The promotional mix in itself is very broad, consisting of various tools, like advertising, personal selling, direct marketing, public relation and sales promotion. To make the optimum use of these tools, marketers usually select them, depending on their budget and objectives, as well as the sector in which they operate (Kotler & Armstrong 1997). As such, research has been conducted on the use of promotional mix and research questions and objectives have been set. The methodology which will be used has been devised. We shall be doing a descriptive study through a survey questionnaire, in which there will be open as well as close ended questions and the questionnaire will be administered through personal interview that is direct, face-to-face. The sample size will be 100 persons and will all be customers of J Kalachand & Co Ltd. After the research, we will be...

Words: 4233 - Pages: 17

Premium Essay

Marketing

...Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service. Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and customer relationship management that also benefits the organization. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer behavior and providing superior customer value. From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. Organizations may choose to operate a business under five competing concepts: the production concept, the product concept, the selling concept, the marketing concept, and the holistic marketing concept.[1] The four components of holistic marketing are relationship marketing, internal marketing, integrated marketing, and socially responsive marketing. The set of engagements necessary for successful marketing management includes capturing marketing insights, connecting with customers, building strong brands, shaping the market offerings, delivering and communicating value, creating long-term growth, and developing marketing strategies and plans.[2] Marketing may be defined in several ways, depending on...

Words: 270 - Pages: 2

Premium Essay

Marketing

...oriented philosophy is so important. The phrase market-oriented is used in marketing conversations as an adjective describing a company with a marketing orientation. Market orientation more describes the company's approach to doing business. Market-oriented defines the company itself. If a company is market-oriented, its board and executive leadership believe that the best way to succeed is to prioritize the marketplace above products. This usually goes over well with customers, but the company also must have adequate research and development to provide what the market wants. Hence, a market-oriented organization is one whose actions are consistent with the marketing concept. Difference Between Marketing Orientation & Market Oriented by Neil Kokemuller, Demand Media http://smallbusiness.chron.com/difference-between-marketing-orientation-market-oriented-14387.html Marketing is a management process and management support for marketing concept is very important element in success. If a company wants to be successful then it is market oriented. Marketing involves identifying the customer requirements and estimate the customer requirements in future. It requires planning which is very important process of marketing. To satisfy the needs the business should provide benefits – offering right marketing at right time at right place. Generally market based companies adopt strategic level marketing that defines the mission and long term objectives of the company. Market oriented...

Words: 716 - Pages: 3

Premium Essay

Marketing

...qwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwer...

Words: 789 - Pages: 4

Premium Essay

Marketing

...Assessment: MKC1 Market Environmental Variables Reading: Contemporary Marketing: Chapter 3 Questions: 1. How would you categorize Generation X using the five segments of the marketing environment? A: Competitive Environment B: Political-legal environment C: Economic environment D: Technological environment E: Social-cultural environment 2. Joe and Ryan both have storefronts in the local mall. Joe sells candies and Ryan sells pretzels. Are Joe and Ryan in direct competition with each other? A: Yes B: No Consumer Behavior and Marketing Reading: Contemporary Marketing: Chapter 5 Questions: 1. Rachel and Sarah’s parents always purchased groceries from the local Aldi marketplace. What is this type of behavior an example of? A: Cultural influences B: Social Influences C: Personal factors 2. Maryanne purchases Maxwell House coffee every two weeks from the grocery. What is this type of behavior an example of? A: Routinized Problem Solving B: Limited problem solving C: Extended problem solving 3. Aaron does research on several local colleges before applying to his first three choices. This is an example of: A: High – involvement purchase decision B: Low – involvement purchase decision Marketing Plans Reading: Contemporary Marketing: Chapter 2 + Ch. 2 Appendix Web sites: http://www.jpec.org/handouts/jpec33.pdf http://www.netmba.com/marketing/process/ Questions: 1. Strategies are designed to meet objectives...

Words: 8933 - Pages: 36