Ajay_Maheshwari_530_Module_1_DEC9

Ajay_Maheshwari_530_Module_1_DEC9 - Module 2 1 Module 2:...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Module 2 1 Module 2: Capturing Market Insights Module 2 2 Abstract Response to the first question defines supply chain as the stages involved in fulfilling a customer request. Response to the second question defines Task Environment that includes sectors with which the organization interacts directly. Response to third question defines holistic marketing as a concept based on the development, design and implementation of marketing programs, processes and activities that recognizes breath and interdependence. Response to the fourth question explains Product Market Expansion Grid to analyze marketing objectives. Response to fifth question points differences between a strategic marketing plan and a tactical marketing plan. Response to sixth question defines Market opportunity analysis as a method for gathering and organizing information about a believed market opportunity. Response to first exercise question discusses 5 characteristics of a good mission statement. Response to second exercise question distinguishes between 5 human needs such as stated, real, unstated, delight and secret needs. Response to third exercise question describes 3 characteristics of a strategic business unit. Response to first question in a case study talks about the outcomes of a corporate midlife crisis that Wal-Mart should be worried of. Response to second question in a case study talks about the holistic marketing approach Wal-Mart can take to address mid-life crisis. . Module 2 3 Module 1 Deliverables Assignments: Questions Essay Question 1: A marketing intelligence system is a set of procedures and sources managers use to obtain _________. Response : A marketing intelligence system is a set of procedures and sources managers use to obtain their everyday information about relevant developments in the marketing environment ( Kujnish Vashisht , A Practical Approach to Marketing Management. PP. 45) Essay Question 2: What is the task environment? Response: “The task environment includes sectors with which the organization interacts directly and that have a direct impact on the organization's ability to achieve its goals. The task environment typically includes the industry, competitors, customers, techniques of production, suppliers, stock market, raw materials, market sectors, and perhaps the human resources and international sectors”. ( Richard L. Daft, Organization Theory and Design, PP. 140 ) This environment is made up of four parts. The first part is the competitors. Competitors compete mostly for customer’s dollars for example Nike, Adidas and Puma all compete for customers that are looking for athletic shoes, soccer cleats etc. Organizations also compete against one another but not only for customer’s money, but also for things like the right to buy a piece of real estate, or for a loan if the bank has limited funds they can lend. The second part is customers. Organizations have individual customers as well as wholesalers, retailers, and schools that are also customers to companies. For example hospitals buy food in bulk from McDonalds Module 2...
View Full Document

This note was uploaded on 12/08/2011 for the course MBA 520,510,59 taught by Professor Kate during the Spring '11 term at Asian Institute of Management.

Page1 / 22

Ajay_Maheshwari_530_Module_1_DEC9 - Module 2 1 Module 2:...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online