Management & Marketing

1. Welcome
To the Session
on
“KEY ISSUES IN MANAGEMENT AND MARKETING”

2.  Organizational performance – the impact of managerial
potential and innovation
 The impact of organizational culture on motivation
 Measuring customer satisfaction
 Strategic Implications Of Internet Marketing Plan
2
Discussion Contents

3. Organizational Performance
3
Let us look what is Performance?
Performance is the single most important indicator of the
soundness of any business organization.
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And what is Organizational Performance?
Organizational performance is particularly managerial proficiency
has a direct and positive impact on the structural and production
innovation, which, subsequently, has a direct and positive impact
on the organizational performance.
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4. Relationship Between Organizational Performance and Innovation
Through the development of organization's capabilities and
their conformance to the environment, innovation leads to the
strengthening of the creative advantage and obtaining
supreme performance (Hurley & Hult 1998)
According to Cooper and Kleinschmidt (1987), the ability to
innovate is the most important characteristic that determines
the performance of a company
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As Eshlaghy and Maatofi (2011) put it, innovation has a
positive and significant effect on the performance of small
firms
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4

5. Organizational Culture
5
Organizational culture can be defined as a “system
of assumptions, values, norms and attitudes
manifested through symbols which the members of
an organization have developed and adopted
through shared experience.
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6. Types of Organizational Culture
Source: Cameron, KS, Quinn, R.E. (2006)
Internal
Focus
Flexibility and Autonomy
External
Focus
CLAN Culture
ADHOCRACY
Culture
HIERARCHY
Culture
MARKET Culture
Stability and Control

7. What Is Motivation?
Motivation has always been an important topic in
management, whereby work motivation, i.e.
motivation of people to work in organizations has
always been explored in the area of management.
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8. How Influences Organizational Culture on Motivation
Organizational culture has a great impact and
influence on “Motivation” of the members of an
organization.
To explain the organizational culture impact on
motivation, we have to answer the question.
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9. Customer Satisfaction
9
Customer satisfaction is the basic goal of marketing activities of
market participants. It is achieved by designing and delivering
value to customers
Customer satisfaction is the immediate experience that customers
have when purchasing and using products and services as a
consequence of designed and delivered value (Johson and
Wenhstein, 2007)
Customer satisfaction in modern business management is one of
the key factors of increase of competitive advantage and company
profitability (Maričić, 2011)

10. 10
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11. Measuring Customer Satisfaction
11
A measure of how products and/or services supplied by a
company meet or surpass customer expectation. It is also a
key performance indicator (measure) within business and
is often part of the Balanced Scorecard.
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12.  Customer Satisfaction appears as a prerequisite for
successful cooperation between customers and
companies
 Customer satisfaction creates competitive conditions of
modern business operation and approaches
 Customer satisfaction helps to provide and indication of
how successful the organization is at providing
products and services to the market place
12
Importance of Measuring Customer Satisfaction?
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13. 1. The first method is measuring ratings of all attributes of
products and services using structured questionnaire
2. The second measuring method is determining specific
deviations of each attribute of a product or service from
customer expectations
3. The third method of measuring is determining customer
priorities. This method of measuring satisfaction is the
most immediately connected to the concept of value design
for customers
4. The fourth measuring method is determining satisfaction
for different customers
13
Four Methods for Measuring Customer Satisfactions

14. 14
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15. Internet Marketing Plan
Internet marketing plan is a short term operational planning
tool that presents in a detail procedure for implementing
activities related with creation of the site content and
contribution to linking this media with the other of marketing
communication
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15

16. 05 Potential Target Customers
1. The most profitable customers
2. The biggest customers
a. Highest level customers
b. Mid level customers
c. Lower level customers
3. Customers who are difficult to serve with other
media
4. Customers who are not loyal to the brand
5. Customers in function of decision maker
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17. Key Lessons
 Relationship between managerial potential, structural and production
innovation
 Organizational performance, performance measurement, innovation,
managerial proficiency
 How an organizational culture influences on work motivation
 How helps internet technology to provides a dramatic improvement of
business success
 Internet is one of the best ways to improve the operational efficiency of
companies
 Internet marketing planning of crucial importance is coordinated action
of company’s IT department and marketing experts
17

18. 18
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19. 19
Thanks for being with us….