MarketingNotes03 - -I Marketing Orientation (Responsiveness...

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Unformatted text preview: -I Marketing Orientation (Responsiveness Dimension cont'd) " '-I 26. If a major competitor were to launch an intensive campaign targeted at our customers, we would implement a response immediately. 27. The aclivrties of the different departments in this business unit are well coordinated. * 28. Customer complaints fall on deaf ears in this business unit. (R)* 29. Even if we came up with a great marketing plan, we probably would not be able to implement it in a timely fashion. (R)' 30. We are quick to respond to significant changes in our competitors' nrk:inn structures. * 31. When we find out that customers are unhappy ..., we take corrective action immediately. * 32. When we find that customers would like us to modify a product of service, the departments involved make concerted efforts to do so. * '9 Analyzing Marketing Cases and Effective Class Participation How To Prepare A Case 1. Read case quickly. 2. Read case thoroughly. 3. Analyze case data. 2'-.:1 How to Prepare a Case (Cant'd) 4. Don't be afraid to make assumptions if they are needed for analyses Example: Federal Express --- A Day in the Life of a Driver and a Customer Representative Might assume that this is average (typical) day in terms of activities performed and problems encountered • # of packages picked up and delivered; • # Of locations visited " Don't Use Graphs J lust Because You Know How Do NOT include analyses that does not result in something new or useful • spread sl1eet of balance sheet merely stuck on the end • with no explanation • (or no value) • Graphs of numbers that reveal nothing new# Don't just show data; USE data and COMMUNICATEthe bottom line implications/conclusions • If you use graphs, do them in way that best communicates the key insights #Most pie charts tells me nothing I could not better read and understand in a numerical table 2J • Think about how any numbers of charts will convey important info. to: • Yourself • Reader or audience • Every table or set of numbers should lead to a "so what?" • "Therefore ..." • Ask yourself "what is the point?" • Do the we learn something new from this? • Or have we merely repeated description of the case? 24 More on Analyses of Cases • Often, re-organizing case facts can help . But, avoid mere repetition of case facts and general description . • Instead organize and use case facts to analyze situation or pros/cons of various alternatives. Organizing & Analyzing Case Facts: the Marketing Environment The "Five C'5"- Consumer- Company * = see Porter Five- Competitors ----olForces analyses- Channels model on next two- Controls (legal Environment) slides plus Appendix Analyzing the Competition: Michael Porter's "Five Forces" Model of Industry Competitiveness MOIlI! DErAILS: &sIer to rllild list of all of these tactors i I AppendIx at the ~ of these notes....
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This note was uploaded on 05/12/2010 for the course MAR 5805 taught by Professor Sawyer during the Fall '08 term at University of Florida.

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MarketingNotes03 - -I Marketing Orientation (Responsiveness...

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