1、Fundamentals of ManagementEnglish Course forEnglish Course forFundamentals of ManagementChapter 11Understanding Market and CustomersFundamentals of ManagementEnglish Course for 1.In context of the above case,in terms of big and small customers,which group is more important?2.What will you do to trea
2、t your small customers as treating the big ones?BrainstormingFundamentals of ManagementEnglish Course forEnglish Course forFundamentals of ManagementText A From Sales Obsession to Marketing Effectiveness Fundamentals of ManagementEnglish Course forThe Aims of this Article To show executives how to t
3、ell whether an organization understands and practices marketingand if so,how well This can be done by means of a marketing effectiveness audit.The audit is a form for rating marketing effectiveness in each of five major functions;the resulting score tells where the organization falls on a scale rang
4、ing from no marketing effectiveness to superior effectiveness.To show top management how to respond to a low or mediocre score by injecting more marketing thinking into the division or companyFundamentals of ManagementEnglish Course forSales V.S Marketing Sales and distribution are the major element
5、s of the marketing mix,with advertising playing a very minor role.Fundamentals of ManagementEnglish Course forContrasts in Thinking Sales executives:Sales volume rather than profits.Short-run rather than long-run terms.Individual customers rather than market segment classes.Field work rather than de
6、sk work.Marketing executives:Profit planning.Long-run trends,threats,and opportunities.Customer types and segment differences.Good systems for market analysis,planning,and control.Fundamentals of ManagementEnglish Course forA Common Dilemma Dilemma:No one in the company is a trained marketing manage
7、r.The whole industry may be devoid of trained marketing managers.Yet trained marketers outside the industry are not knowledgeable about the industrys products and customers buying patterns.Solution:Promot a top sales manager to a new titlevice president of marketing.Fundamentals of ManagementEnglish
8、 Course forJob of the Marketing ExecutiveMarketing executive is An expert at demand stimulation.An expert in demand management.Effective at systems management.Fundamentals of ManagementEnglish Course forMarketing Executive is An Expert in Demand Stimulation They know:How to combine the tools of mark
9、eting to create an efficient impact on chosen markets.Buyers wants,buying influences,channels,and competition.How to use product features,personal selling,advertising,sales promotion,price,and service to stimulate purchasing behavior.Fundamentals of ManagementEnglish Course forMarketing Executive is
10、 An Expert in Demand ManagementThey can:Work with a varied and changing set of demand problems.Be skilled at more tasks than simply stimulating demand.Fundamentals of ManagementEnglish Course forMarketing Executive is Effective at Systems ManagementThey can:Be able to develop marketing strategies an
11、d plans that are profitable.These plans should strike a balance between the needs of the marketing mix(sales force effort,advertising,product quality,service),business functions(manufacturing,finance,marketing),and the external system(customers,distributors,suppliers)from the vantage point of profit
12、.Fundamentals of ManagementEnglish Course forAuditing Effectiveness Customer philosophy.Integrated marketing organization.Adequate marketing information.Strategic orientation.Operational efficiency.Fundamentals of ManagementEnglish Course forCustomer Philosophy Key managers recognize the primacy of
13、studying the market,distinguishing the many opportunities,selecting the best parts of the market to serve,and gearing up to offer superior value to the chosen customers in terms of their needs and wants.Some managements are product oriented.They think the trick is to make a good product and go out a
14、nd sell it.Some are technology oriented.They are fascinated with the challenge of new technologies and pay little attention to the size and requirements of the market.Still others are sales oriented.They think anything can be sold with sufficient sales effort.Fundamentals of ManagementEnglish Course
15、 forIntegrated marketing organization The major marketing functions must be integrated and controlled by a high-level marketing executive.Various marketing positions must be designed to serve the needs of important market segments,territories,and product lines.Marketing management must be effective
16、in working with other departments and earning their respect and cooperation.The organization must reflect a well-defined system for developing,evaluating,testing,and launching new products because they constitute the heart of the businesss future.Fundamentals of ManagementEnglish Course forAdequate
17、Information Effective marketing calls for the executives to have adequate information for planning and allocating resources properly to different markets,products,territories,and marketing tools.The sign of the quality of information is Whether management possesses recent studies of customers percep
18、tions,preferences,and buying habits.The presence of good information regarding the sales potential and profitability of different market segments,customers,territories,products,channels,and order sizes.The controller must work closely with marketing and provide a responsive accounting system that gi
19、ves profit information by line item.Skillful marketers need information to evaluate the results of their marketing expenditures.Fundamentals of ManagementEnglish Course forStrategy and Operations First,this requires a formal system for annual and long-range marketing planning.Second,the system shoul
20、d lead to a core strategy that is clear,innovative,and data-based.Third,management should look ahead toward contingent actions that might be required by new developments in the marketplace.And last,marketing plans do not bear fruit unless they are efficiently carried out at various levels of the org
21、anization.The interests of the customers must be of paramount concern to employees throughout the organization.Marketing management must have the right amount of resources to do the job.It also must have systems that enable it to react quickly and intelligently to on-the-spot developments.Fundamenta
22、ls of ManagementEnglish Course forImproving Poor Performance A marketing improvement plan with these needs:1.Training of officers,through seminars,for example,to provide a better understanding of modern marketing.2.Hiring of consultants to bring in to the company specific marketing improvements that
23、 are needed.3.Creation of new positions in the marketing organization.4.Personnel transfers where necessary.5.Increased investmentor sometimes just more efficient investmentin marketing research.6.Installment of improved formal planning procedures.Fundamentals of ManagementEnglish Course forConclusi
24、on1.We tend to confuse marketing effectiveness with sales effectiveness.2.One way to view the difference between marketing and sales is in terms of the difference between seeding a field and harvesting the crops.3.Marketing executives are responsible for this years profits as well as long-run profit
25、ability.4.Marketing thinking is not easy to introduce in to an organization.5.The corporation has the responsibility of assessing marketing effectiveness in each division.6.In some divisions,top management may need to intervene.Fundamentals of ManagementEnglish Course forNotesDemarketing may be cons
26、idered“unselling”or“marketing in reverse”,which includes general and selective demarketing.Although the concept of demarketing lacks a precise theoretical definition,it refers to an attempt by the firm to discourage all or some of its customers from making purchases either temporarily or permanently
27、.Since the initial interests in the subject area of how to market strategically in times of shortages began,different viewpoints have been offered as to how the firm should pursue demarketing.Fundamentals of ManagementEnglish Course forNotes Audit Effectiveness is for anyone practicing in auditing o
28、r accounting automation,as well as for those with an academic or research interest in the challenges posed by technological advances for auditors in particular,and for managers in general.Marketing effectiveness is the measure of how effective a given marketers go to market strategy is toward meetin
29、g the goal of maximizing their spending to achieve positive results in both the short-and long-term.It is also related to Marketing ROI and Return on Marketing Investment(ROMI).Fundamentals of ManagementEnglish Course forNotes Sales effectiveness refers to the ability of a companys sales professiona
30、ls to“win”at each stage of the customers buying process,and ultimately earn the business on the right terms and in the right time frame.Improving sales effectiveness is not just a sales function issue;its a company issue,as it requires deep collaboration between sales and marketing to understand wha
31、t is workingand not working,and conti-nuous improvement of the knowledge,messages,skills,and strategies that sales people apply as they work sales opportunities.Fundamentals of ManagementEnglish Course forRelated Theories The 4C s of Marketing Mix To stay in the market for long and to find a positio
32、n in customers minds,you have to think like customers and form strategies which benefit both the parties.The 4Cs marketing concept focuses on niche marketing unlike mass marketing which was propagated by the 4Ps.The more you know the consumer,the better are your targeting strategies,and more is the
33、conversion rate.Fundamentals of ManagementEnglish Course forRelated Theories The 4Cs of Marketing Mix are:Consumer wants and needs:Forget product.Study Consumer wants and needs.In this highly competitive environment,your product will not create its own demand if it isnt desired by the consumer.You n
34、eed to study the consumer wants and needs before developing the product as its the needs and wants which trigger demand.This not only will help you in developing a desired product but also will help you:in developing a positioning strategy for your product,and in marketing your product as per your c
35、ustomers needs.Fundamentals of ManagementEnglish Course forRelated Theories The 4Cs of Marketing Mix are:Cost:Forget price.Understand the consumers cost to satisfy that want or need.Price is only a subset of total cost incurred to satisfy the want or need.The consumer incur much more expenditure in
36、acquiring your good or service.The cost subset of marketing 4Cs include monetary as well as non monetary costs.Some of them are:Price The is the amount the customer pays to the seller to acquire the product.Additional cost of acquiring The cost incurred to drive to an outlet to purchase your product
37、,or the cost incurred while researching about your product,etc.Fundamentals of ManagementEnglish Course forRelated Theories The 4Cs of Marketing Mix are:Cost of conscience Suppose youre dealing in a non vegetarian food product.Your consumer might incur a cost of conscience when he buys and eat your
38、non vegetarian product.Opportunity cost This refers to a benefit your consumer could have received,but gave up,to buy your product or service.The cost subset of Marketing 4Cs is a reflection of total cost of ownership unlike the Price subset of Marketing 4Ps which consider only the price aspect of t
39、he cost.Fundamentals of ManagementEnglish Course forRelated Theories The 4Cs of Marketing Mix are:Convenience:Forget place.Think convenience to buy.Convenience is the key to more sales.Most of your customers choose a product based on the convenience of purchase.The focus should be on-:to research an
40、d find out all the channels of distribution your customers consider while making a purchase;to walk on your customers path and selling your product on the channels he is searching on;to remove all the barriers your customers face while buying your product.The convenience aspect of marketing 4Cs is o
41、ften neglected by businesses who prioritize greater profit margins over customers convenience.However,convenience result in more benefits to the brand in the long run.Fundamentals of ManagementEnglish Course forRelated Theories The 4Cs of Marketing Mix are:Communication:Forget promotion.The word is
42、communication.While promotion is manipulative and is forced to the buyer,communication is cooperative and is approved by both the seller and the buyer.Consumer always want to hear whats in it for me?,while the seller always want to tell this is the best product in the market.An effective communicati
43、on considers both the sides and results in a win-win situation.Communication aspect of marketing 4Cs asserts a give and take relationship between the seller and the buyer,unlike promotion aspect of marketing 4Ps which doesnt consider consumers point of view at all.Fundamentals of ManagementEnglish C
44、ourse forEnglish Course forFundamentals of ManagementText B Coca Cola CRM Case StudyFundamentals of ManagementEnglish Course for1.What did Coca-Cola realize during the process of its trying to reach out to their customers?2.In Coca-Colas new CRM system,what did“the speed of delivery”refer to?3.Accor
45、ding to the text,why Coca-Cola decided to rely upon SalesForce?4.From this case,what did you learn about handling customer relationship?Review and DiscussFundamentals of ManagementEnglish Course forEnglish Course forFundamentals of ManagementText C Huawei Smartphone Strategy Case AnalysisFundamentals of ManagementEnglish Course for 1.What are the five forces developed by Michael Porter?2.What is Huaweis“dual-channel”strategy?And what is the effect of the strategy?Review and Discuss
