...Team B Reflection Week IIII MKT/421 November 13, 2013 The impact of channel management decisions Channel management is the act of marketing a product or service through deliberately chosen routes. It is important for management to analyze what would be the best route to market their product or service according to the target market they wish to reach. By maximizing market coverage through channeling management will be able to devote a greater focus toward the preferred resource rather than spreading their efforts thinly across multiple avenues. Some channels may be more costly than others. Narrowing their focus to particular channels will allow a greater time and resource to be spent in maximizing their market share. Distribution channels “Place involves making goods and services available in the right quantities and locations when customers want them” as stated by Perreault Jr., Cannon, and McCarthy (2011). The objectives of place are important when making this decision. The types of product to be sold or its’ life cycle help determine if direct or indirect marketing is the best way to service the customer. Direct marketing transactions are handled in person or online are more widely sought after than products offered through intermediaries and wholesalers although they are less costly. Selecting a channel of distribution has a direct bearing on the target audience a product or service will be offered to. Determining how widely promoted products are can be...
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...Communication Channel Scenario MANAGEMENT September- Wednesday 5th, 2011 : Communication Channel Scenario Selecting the proper communication channel is crucial for the best understanding of the message. Because of this error sometimes communication becomes not understandable and also not effective. Sometimes channels differ in their capacity of transmitting pieces of information that is why it is so important to select the right channel. In the First Scenario the best communication channel would be a face-to-face conversation for explaining to the team the details of the product and the strategies to be used to place the new beverage in the global market. We need to gather planning ideas, information from the product and the market. I would also use a face- to- face conversation to explain the strategies to the Vice President of Operations because this channel transmits most information and immediate feedback In my point of view in Scenario II the best choice is a telephone conversation because the IT department is offsite and I have to let them know fast about the expired username and password, even though I think is better if they contact me by e-mail because they need to provide a new username and password, so they need to write it down rather than say them by phone. If I have to tell my employees I will forward the email from the IT department. They can handle it easier than giving them the information by any other means like orally or a bulletin. In...
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...Communication Channels Melody Tice-Baird MGT521 April 22, 2012 Dr. Ronald Johnson Communication Channels Choosing the right form of communication channel to effectively deliver a message to the appropriate audience is important. It is not uncommon for the sender to pick the wrong communication channel simply because they want to choose the easiest and quickest method possible. Based on several scenarios, I will be discussing the best communication channel at different levels. For Scenario 1, the most effective communication channel I would use would be a face-to-face because I only have one week for my team to develop a strategy for entering a new beverage into the global market. Since time constraints and product details are vital to developing this strategy, the face-to-face communication will quickly facilitate questions, ideas, concerns, and feedback from the team resulting in commitment and support. More importantly, each team will have assigned tasks and a concrete deadline for task completion. As a marketing manager, I have selected both formal reports and face-to-face communication to convey the team’s new strategy. These are the most effective communication channels because it allows me to provide the vice president a detailed written outline on the development strategy for the new beverage. However, the complexity of this new strategy requires oral communication to reduce confusion and misunderstandings. (Robbins, pg 14) Lastly, I have the advantage...
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...Summary of Marketing Week 1: Chapter 1+8 and 4 Week 2: Chapter 5 and 6 Week 3: Chapter 9 and 10 Week 4: Chapter 3 Week 5: Chapter 11+12, 13 and 14 Week 6: Chapter 15 and 16+18 Week 7: Chapter 19 and 20 Chapter 1 - Marketing now Chapter 3 - Strategic marketing Chapter 4 - The market environment Chapter 5 - Consumer markets Chapter 9. Segmentation and positioning. Chapter 10. Competitive strategy. Chapter 15. Integrated marketing communications strategy. Chapter 19 - Managing market channels - Place Chapter 1 - Marketing now Definition: a social and managerial process by which individuals and group obtain what they want through creating and exchanging products and value with each others. or the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. Old, “telling and selling”. Now, satisfying customer needs. Selling happens after product is produced, marketing starts much earlier and helps determining whether a profitable opportunity exists. “The aim of marketing is to make selling unnecessary.” Marketing process: create value for customer 1) Understand customer needs and wants 2) Design a customer-driven strategy 3) Construct an integrated marketing programme that deliver superior value 4) Build profitable relationships and create customer delight capture value from customer 5) Capture value from customer to create profits and customer equity ...
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...UVA-BC-0158 THINKING STRATEGICALLY ABOUT COMMUNICATION Emerging technology has had a profound impact on the workplace and how we communicate. It has enhanced our ability to maintain closer contact with our constituencies and to cultivate relationships with new clients and customers, but it also demands more effective communicators who are skilled at crafting clear and concise messages within tight deadlines. That requires thinking strategically about communication and recognizing that repairing communication mishaps is costly and time-consuming, if at all possible. Strategic communication involves four elements: knowing your purpose; understanding your audience; selecting an appropriate message structure strategy; and identifying the appropriate channel. This sounds simple. So why do we often hear the refrain, “the problem around here is communication?” Knowing Your Purpose When faced with a writing or speaking task, many people obsess first about what they want to say. They may spend hours staring at the computer screen to craft that perfect opening paragraph, often to no avail. A strategic approach to the task forces you to first think about the purpose and to ask why are you writing or speaking. Then consider whether your purpose will be clearly understood by your readers or listeners. Will they wonder why they received the message and need to scroll through it to determine what you want them to do? Most of us, confronted with such material, will put...
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...z3456304 Topic: Southern Cross Health Systems Topic: Southern Cross Health Systems MGMT2002 Managing Business Communications MGMT2002 Managing Business Communications Tutor: Han Ayshan Tutorial Time: Thursday 3pm-4pm Completion Date: 25th September 2014 Word Count: 2420 Tutor: Han Ayshan Tutorial Time: Thursday 3pm-4pm Completion Date: 25th September 2014 Word Count: 2420 EXECUTIVE SUMMARY The purpose of this report is to critically analyse the Southern Cross Health Systems case from a communication perspective, by identifying and discussing the relevant communication and ethical issues in the company. The results have shown that various communication flaws are present between the company’s three main employees: Bieber, Harris and Hirokawa. Firstly, research has shown that effective communication can be achieved through the appropriate choice of communication channels (Lengel 1983). However, Bieber and Harris are utilising the inappropriate channels, such as E-mails and SMS for unsuitable occasions, thus communication is undermined. Next, the report discusses the significance of nonverbal communication. Bieber and Harris have displayed various nonverbal cues, either consciously or unconsciously, to suggest their authority towards their colleagues. Furthermore, the report examines the problems during intercultural communication, with a particular focus on Hirokawa and Harris. Hirokawa is from a Japanese background, whilst Harris is from an...
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...Communication Channel Scenarios Mike Flores Mgt/521 Management University of Phoenix Abstract Selecting the right communication requires thought when exercising how one will relay a message to a group, individual, or even a child. What they say will also require them to prepare how they communicate their message. There are challenges that can become “barriers that distort the clarity of the message” (Robbins & Judge, 2011, pg. 344). The benefit of communicating clearly is that it leaves no message unclear, no meaning unknown. Scenario I What communication channel will you use? When faced with a large task that will require many departments to communicate laterally with one another, the team should schedule a meeting. Achieving success will require the input of all departments, Sales, Operations, Advertising, Branding, Training, etc. Why is this channel the best choice in this situation? This channel provides face-to-face conversations to occur. Face-to-face communication provides the highest level of communication to occur. “Multiple information cues (words, postures, facial expressions, gestures, intonations), immediate feedback (both verbal and nonverbal) (Robbins & Judge, 2011, p. 358), give each team member the proper feedback. Also, “horizontal communication...
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...By By Leadership and the Pine Tree | AbstractThis assignment looks into the qualities of the Pine Tree, from personal experience and intuition and from ancient teachings and tries to relate it to the qualities a leader must possess in order to be successful in life Mayukh Biswas | B14033 | Leadership and the Pine Tree | AbstractThis assignment looks into the qualities of the Pine Tree, from personal experience and intuition and from ancient teachings and tries to relate it to the qualities a leader must possess in order to be successful in life Mayukh Biswas | B14033 | “Letting go gives us freedom, And freedom is the only condition for happiness” - Thich Nhat Hanh We spend each and every day of our life in the mad rush towards success. Yet we are not satisfied with our life. There always seems to be something missing. As Thich Nhat Hanh correctly points out, happiness can only be attained by gaining freedom. And freedom comes only when we let go of everything, including our thoughts. “A person’s mind is so powerful, it can invent, create, experience and destroy things with thoughts alone” A person who desires freedom has to realize the fact that it is not him who controls his thoughts, but his thoughts who control him. Our thoughts are in command and we unknowingly have become its slaves. This fact can be related to our everyday lives. For instance, I have an assignment to write for the subject “Zen and the Executive Mind”. I freshen up after an entire day...
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...BA 170 Exam #2 Notes March 19, 2015 Products and Services Product Anything that can be offered in a market for attention, acquisition, use or consumption that might satisfy a need or a want May be defined as everything both favorable and unfavorable that a person receives in an exchange Service is a product that consists of activities, benefits or satisfaction that is essentially intangible and does not result in the ownership of anything. Experiences represent what buying the product or service will do for the customer 3 levels of Product 1. Core customer value - What is the customer buying? 2. Actual product – What is the core benefit of the product? (Brand name, features, design, packaging, quality level) 3. Augmented value – what are the additional customer services and benefits? (Warranty, product support, deliveryand credit, after sales service) Product Classification 1. Consumer products a. Products and services for personal consumptions b. CONSUMER PRODUCT CLASSIFICATION: i. Convenience Products – consumer products and services that the customer buys frequently, immediately and with a minimum comparison and buying effort ii. Shopping products – consumer products and services that the customer compares carefully on suitability, quality, price and style iii. Specialty products – products with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort iv...
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...sales volume is more than double the US average. Unlike in US, where home delivery is dominant, in china it accounts for only 10-15% of volume. The International Marketing Challenge As in case of Dominoz, the product completely deviates from local teastes and customs in china. International markets offer vast opportunities for firms with a product or service in high demand. Howeer globalization also brings about intense competition in markets that in the past have been domincated by domestic firms. Newness, cultural adaptation, attractiveness, and appropriate marketing strategies can help tremendously. Following are the factors for success in international markets: 1. Accurate assessment of market potential 2. Selection of right product mix 3. Appropriate adjustment in distribution 4. Pricing 5. Packaging 6. Advertising Assessing Market potential To assess market potential, firms seek to identify the aggregate demand for a product and estimate the costs associated with product introduction and distribution. Population growth provides a coarse estimate of future market potential and so do consumption patterns, which are dynamic. Accessibility, profitability and market size all play a major role in deciding market priority. Globalization and Localization in International Markets Striking a balance between globalization and localization is a key challenge. Lack of marketing globalization has proved to be detrimental to performance; however the...
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...Communication Process By: Nick Sanchez Communication can best be summarized as the transmission of a message from a sender to a receiver in an understandable manner. The importance of effective communication is immeasurable in the world of business and in personal life. From a business perspective, effective communication is an absolute must, because it commonly accounts for the difference between success and failure or profit and loss. It has become clear that effective business communication is critical to the successful operation of modern enterprise. Every business person needs to understand the fundamentals of effective communication. Currently, companies in the United States and abroad are working toward the realization of total quality management. Effective communication is the most critical component of total quality management. The manner in which individuals perceive and talk to each other at work about different issues is a major determinant of the business success. It has proven been proven that poor communication reduces quality, weakens productivity, and eventually leads to anger and a lack of trust among individuals within the organization. The communication process is the guide toward realizing effective communication. It is through the communication process that the sharing of a common meaning between the sender and the receiver takes place. Individuals that follow the communication process will have the opportunity to become more productive in every aspect...
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...CHAPTER 8 INTEGRATED MARKETING COMMUNICATIONS Study Guide 1. Strategic Goals of Marketing Communication Marketers seek to communicate with target customers for the obvious goals of increased sales and profits. 1.1. Create Awareness Marketing communications designed to create awareness are especially important for new products and brands in order to stimulate trial purchases. As an organization expands globally, creating awareness must be a critical goal of marketing communications. 1.2. Build Positive Images When products or brands have distinct images in the minds of customers, the customers better understand the value that is being offered. A major way marketers create positive and distinct images is through marketing communications. 1.3. Identify Prospects Identifying prospects is becoming an increasingly important goal of marketing communication because modern technology makes information gathering, much more practical, even in large consumer markets. Technology now enables marketers to stay very close to their customers. 1.4. Build Channel Relationships When producers use marketing communications to generate awareness, they are also helping the retailers who carry the product. Producers may also arrange with retailers to distribute coupons, set up special displays, or hold promotional events in their stores, all of which benefit retailers and wholesalers. Retailers support manufacturers when they feature brands in...
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...individuals with great communication skills. Before contacting the media, having an idea about what type of journalists and or reporters you are going to talk to is incredibly important. This is essential to bear in mind, as we are between two generations: traditional; and modern. This is about innovativity and creativity as basic principles of gathering attention of the media for what organisations may have to say to their public. One way of maintaining good MR is to keep updating available data and evaluate the organisation performance constantly. Therefore, enhancing effective communications is essential. Through professional approach and appreciating reporters’ and journalists’ limited time, organisations can attract their attention more effectively. space and time to them to get back to you rather than bothering them by constant calls. information should be designed in a way to encourage the reporters to get back to you as quickly as possible. Also, follow up is an important task for organisations to ensure the effectiveness and appropriateness of what is taking place with respect to the organisation purposes. Suggest ethics and positive media exposure, needs to be taken into the core of every organisation’s activities, in order to increase chances of improving the organisation’s community image, well established media relations offer organisations and businesses a higher exposure to publics and community. employ various communication channels to reach their target audience...
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...Buying a computer in the post, petrol at a supermarket, mortgages over the phone and phones themselves from vending machines are just some innovations in distribution which create competitive advantage as customers are offered newer, faster, cheaper, safer and easier ways of buying products and services. Without distribution even the best product or service fails. Author Jean-Jacques Lambin believes a marketer has two roles: (1) to organise exchange through distribution and (2) to organise communication. Physical distribution, or Place, must integrate with the other 'P's in the marketing mix. For example, the design of product packaging must fit onto a pallet, into a truck and onto a shelf; prices are often determined by distribution channels; and the image of the channel must fit in with the supplier's required 'positioning'. You can see how Coca Cola further integrate the timing of distribution and promotion in the Hall Of Fame later. In fact, they see distribution as one of their "core competencies". Distribution is important because: Firstly, it affects sales - if it's not available it can't be sold. Most customers won't wait. Secondly, distribution affects profits and competitiveness since it can contribute up to 50 percent of the final selling price of some goods. This affects cost competitiveness as well as profits since margins are squeezed by distribution costs. Thirdly, delivery is seen as part of the product influencing customer satisfaction. Distribution...
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...Article Review: McDonald and Leppard (1993) The Marketing Audit The Marketing Audit Model Any marketing plan will only be as good as the information on which it is based, and the marketing audit is the means by which information for planning is organised. A marketing audit is a systematic, critical and unbiased review and appraisal of all the external and internal factors that have affected an organisation’s commercial performance over a defined period. By providing an understanding of how the organisation relates to the environment in which it operates, the marketing audit enables management to select a position within that environment based on known factors. Any organisation carrying out an audit will be faced with two kinds of variable: those over which if has no direct control and those over which it has complete control. The former include economic and market factors, while the latter usually concern the organisation’s resources, or operational variables. This suggests that the marketing audit should be structured in two parts: * External audit—the uncontrollable variables (business and economic environment, the market, the competition). * Internal audit—the controllable variables (organisation’s strengths and weaknesses, operations and resources in relation to the environment and competitors). Chapters 1—6 McDonald and Leppard’s The Marketing Audit Model is a comprehensive set of exercises that a company can go through to develop insight into all aspects...
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