COM 240 exam 2 fall07 Study Guide

COM 240 exam 2 fall07 Study Guide - Study Guide Exam 2 Com...

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Study Guide – Exam 2 – Com 240 Fall, 2007 External Communication (Surveys, focus groups, media) Types of stakeholders (those that help the org function, those that establish norms or regulate operations, those that affect or can be affected by the organization) Examples: Investors, employees, suppliers, community, customers. Stakeholders are those who help the organization Those that establish norms or regulate operations (professional associations unions, government regulations. Those that affect or can be affected by the organization (communities, media) Mission statements For both internal and external audiences. Defines values Reflect organizations well-defined purpose Clear and compelling goal that focuses efforts Customer Service – dissatisfied vs. satisfied customers Poor service is the #1 reason orgs lose business Average dissatisfied customer tells 10 people, average satisfied customer tells 5 people 90% of customers who stop doing business with the company never tell why (and orgs rarely ask) Boundary spanning – jobs within organizations that deal with the “environment” beyond the unit or organization. Boundary activities (some include: point person for external audiences, being on cross-functional teams and projects, working in human resources, logistics, market research, sales, etc.) ANGEL – Customer Service through One-One Marketing (look under Week 4, customer service) Marketing What is marketing? Anything that has to do with selling and buying Conditions Conditions you cannot control - weather, politics Competition You cannot control other products, ideas You have control over: Product: What is your product or service? What are its unique qualities?
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COM 240 exam 2 fall07 Study Guide - Study Guide Exam 2 Com...

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