This chapter discusses the marketing research process and provides an overview of key concepts. It defines marketing research and explains its role in business decision making. The chapter outlines the types of marketing research suppliers and classifications of research. It also describes the components of the marketing research process and highlights the importance of ethics. Finally, it discusses marketing management information systems and decision support systems.
This document discusses different methods of measurement and scaling used in marketing research. It begins with an overview of measurement and scaling, describing measurement as assigning numbers to characteristics according to rules. Scaling places measured objects on a continuum. There are four primary scales discussed: nominal, ordinal, interval, and ratio scales. The document then examines various comparative and noncomparative scaling techniques, such as paired comparisons, rank ordering, and constant sum scaling. It provides examples of how each technique is used to measure preferences. Finally, there is a comparison of scaling techniques and their resulting data types.
Saffola cooking oil the repositioning journey-sbm assignment nisha_chandra
How Saffola has invented the market position and even understands the consumer requirement. This report will help to analyse the user requirement and how brand plays a very crucial part to pitch in to.
The document discusses Castrol India's plans to expand sales of its MCO 4T motorcycle oil in India. It notes that currently Castrol supplies only 2.5 million liters of MCO 4T per year, far less than market demand. It also analyzed distribution channels and market potential forecasts, finding that the non-franchised workshop segment has the highest growth potential. The document concludes by outlining Castrol's current vs. future projected market shares across different sales channels as it works to expand MCO 4T supply to meet more of the growing demand in India.
Bcg matrix presentation made by priyansh kesarwani
BOSTON CONSULTING GROUP (BCG) MATRIX is developed by BRUCE HENDERSON of the BOSTON CONSULTING GROUP IN THE EARLY 1970’s.
According to this technique, businesses or products are classified as low or high performers depending upon their market growth rate and relative market share.
Harrah's Entertainment, Inc. Case Analysismbartugs
Harrah's Entertainment needs to decide how to attract new customers, retain existing customers, and regain lost customers while facing competitive pressures. It has strengths in strategic focus, 100% profit growth year-over-year, and strong marketing targeting specific customer segments. Harrah's has 18 casino locations, competitive pricing, and a loyalty program with 15 million members. However, aging facilities and increasing competition pose weaknesses and threats as competitors invest in newer, superior venues and technology like player cards and internet gambling expands.
The document discusses the concept of marketing myopia and provides examples from the Indian market. Marketing myopia refers to a narrow-minded focus on products instead of customer needs. The examples given include Tata Sierra, Kelvinator, Harrison Locks, LML Vespa, and Carona brands that failed due to marketing myopia by focusing on their products rather than understanding changing customer needs and market dynamics. The conclusion notes that while mass production can be beneficial, marketing myopia leads firms to focus on their own needs rather than adjusting to customers, often resulting in failure.
This document provides an overview of brand positioning and brand audits. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. A brand audit involves comprehensively assessing a brand's health by examining its vision, mission, values, and performance from both internal and external perspectives. The audit helps understand brand equity sources and provides strategic recommendations to maximize long-term brand value.
The document discusses Air France's history and use of internet marketing strategies. It provides details on the company's mergers and growth. It also discusses the travel industry's early adoption of e-commerce and how search engine marketing works. Key strategies discussed for Air France include using both branded and unbranded keywords, focusing on targeted keywords, and partnering with aggregator and metasearch websites to increase reach.
This document discusses different methods of measurement and scaling used in marketing research. It begins with an overview of measurement and scaling, describing measurement as assigning numbers to characteristics according to rules. Scaling places measured objects on a continuum. There are four primary scales discussed: nominal, ordinal, interval, and ratio scales. The document then examines various comparative and noncomparative scaling techniques, such as paired comparisons, rank ordering, and constant sum scaling. It provides examples of how each technique is used to measure preferences. Finally, there is a comparison of scaling techniques and their resulting data types.
Saffola cooking oil the repositioning journey-sbm assignment nisha_chandra
How Saffola has invented the market position and even understands the consumer requirement. This report will help to analyse the user requirement and how brand plays a very crucial part to pitch in to.
The document discusses Castrol India's plans to expand sales of its MCO 4T motorcycle oil in India. It notes that currently Castrol supplies only 2.5 million liters of MCO 4T per year, far less than market demand. It also analyzed distribution channels and market potential forecasts, finding that the non-franchised workshop segment has the highest growth potential. The document concludes by outlining Castrol's current vs. future projected market shares across different sales channels as it works to expand MCO 4T supply to meet more of the growing demand in India.
Bcg matrix presentation made by priyansh kesarwani
BOSTON CONSULTING GROUP (BCG) MATRIX is developed by BRUCE HENDERSON of the BOSTON CONSULTING GROUP IN THE EARLY 1970’s.
According to this technique, businesses or products are classified as low or high performers depending upon their market growth rate and relative market share.
Harrah's Entertainment, Inc. Case Analysismbartugs
Harrah's Entertainment needs to decide how to attract new customers, retain existing customers, and regain lost customers while facing competitive pressures. It has strengths in strategic focus, 100% profit growth year-over-year, and strong marketing targeting specific customer segments. Harrah's has 18 casino locations, competitive pricing, and a loyalty program with 15 million members. However, aging facilities and increasing competition pose weaknesses and threats as competitors invest in newer, superior venues and technology like player cards and internet gambling expands.
The document discusses the concept of marketing myopia and provides examples from the Indian market. Marketing myopia refers to a narrow-minded focus on products instead of customer needs. The examples given include Tata Sierra, Kelvinator, Harrison Locks, LML Vespa, and Carona brands that failed due to marketing myopia by focusing on their products rather than understanding changing customer needs and market dynamics. The conclusion notes that while mass production can be beneficial, marketing myopia leads firms to focus on their own needs rather than adjusting to customers, often resulting in failure.
This document provides an overview of brand positioning and brand audits. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. A brand audit involves comprehensively assessing a brand's health by examining its vision, mission, values, and performance from both internal and external perspectives. The audit helps understand brand equity sources and provides strategic recommendations to maximize long-term brand value.
The document discusses Air France's history and use of internet marketing strategies. It provides details on the company's mergers and growth. It also discusses the travel industry's early adoption of e-commerce and how search engine marketing works. Key strategies discussed for Air France include using both branded and unbranded keywords, focusing on targeted keywords, and partnering with aggregator and metasearch websites to increase reach.
This 3 sentence summary provides the key details about the document:
The document outlines a market research proposal for Nike to assess consumer awareness, preferences, and purchase interest for their Dri-FIT range of products across Asia Pacific markets, with the goal of determining whether to change, reinvigorate, or phase out the line. A mixed methodology is proposed including store audits, focus groups, and exit interviews to understand brand perceptions and barriers to purchase from both quantitative and qualitative perspectives. The research is designed to be conducted over 10 weeks across Hong Kong, Shanghai, and Sydney with samples of 300 consumers and store visits.
The document discusses the economics of the US carbonated soft drink industry from 1970 to 2004, focusing on how Coca-Cola and PepsiCo came to dominate the market through establishing production and distribution networks as well as engaging in competitive marketing campaigns. It analyzes the strategies employed by Coca-Cola and PepsiCo that allowed them to gain and maintain market share over smaller brands, such as expanding their product portfolios and establishing international presences.
The document outlines different qualitative research procedures including focus groups, depth interviews, and projective techniques. It describes the characteristics, techniques, advantages, disadvantages, and applications of each method. Focus groups involve group discussions with 8-12 screened participants moderated by an interviewer. Depth interviews use techniques like laddering and hidden issue questioning to uncover deeper motivations. Projective techniques indirectly assess attitudes through activities like word association, sentence completion, and role playing.
The document provides an overview of key marketing concepts including definitions of marketing, needs and wants, products, markets, and the marketing mix. It discusses the marketing concept, relationship marketing, and different marketing strategies like Porter's generic strategies. Various frameworks for analyzing markets and customers are also introduced, such as PEST analysis, VALS system, and Maslow's hierarchy of needs.
This chapter outlines different research design methods for surveys and observation. It discusses various survey methods classified by administration mode such as telephone, personal, mail, and electronic surveys. Evaluation criteria for different survey methods like flexibility, sample control, response rates and costs are also presented. The chapter also covers structured vs unstructured observation, natural vs contrived observation, and observational methods classified by administration mode including personal, mechanical, audit and content analysis.
Tanishq - Positioning to capture Indian woman’s heart - Marketing Management...Abbas Dhuliawala
Tanishq is a jewelry brand owned by Titan Industries, a Tata Group company. It was launched in 1994 to capture the Indian women's jewelry market which was dominated by unorganized local jewelers. Initially, Tanishq faced challenges due to consumers' preference for 22-karat gold and perception of jewelry as investment over ornament. Through market research, Tanishq repositioned itself by offering 22-karat gold, promoting purity using a karat meter, and changing its designs to appeal to local tastes. It also launched sub-brands like GoldPlus to target different segments. Today Tanishq is a leading player with over 165 stores pan-India pursuing opportunities for growth in India and other Asian markets.
This document discusses how integrated marketing communications (IMC) can be used to build brand equity. IMC uses a variety of communication channels, such as advertising, promotions, public relations, and social media, in a coordinated way to create a unified brand message and experience for customers. The goal of IMC is to move customers from their current knowledge and perceptions of a brand to the desired knowledge and perceptions defined in the brand's positioning, personality, and values. The document outlines different IMC options and provides criteria for determining the optimal mix of channels to effectively reach the target audience.
The document discusses go-to-market strategies for startups. It covers designing sales strategies, identifying target customer segments and ideal sales channels. It also discusses various go-to-market methods like direct sales, resellers and systems integrators. A 9-point go-to-market plan framework is provided focusing on target customers, value propositions, partnerships and pricing. Marketing is defined as telling a company's story to attract different stakeholders. Key marketing elements like messaging, branding and demand generation are examined.
The document defines marketing research as the systematic gathering, recording, and analyzing of data about marketing problems to provide useful information for marketing decisions. It then lists different types of marketing research including product, advertising, motivation, and sales research. The document goes on to describe several specific types of marketing research in more detail such as product research, concept testing, branding research, and advertising research. It also outlines the six main steps of conducting marketing research: defining the problem, situational analysis, informal investigation, formal investigation, data analysis and interpretation, and preparing a written report. Finally, it discusses some limitations of marketing research.
This document outlines a seven-step process for creating an effective go-to-market plan. It details the key questions that should be addressed at each step and the deliverables that result from completing each step. The seven steps include defining the product or service, target markets, value proposition, marketing and sales channels, sales process, required organizational structure, and supporting business processes. Following the seven steps will result in a comprehensive go-to-market plan that can be actionably implemented.
The document outlines the key topics covered in Chapter 15, which include frequency distribution, measures of location, variability and shape related to frequency distributions, hypothesis testing procedures, and cross-tabulation. It provides examples of computing common statistics like the mean, median, range and standard deviation. The chapter cover introduces hypothesis testing methodology, outlining steps like formulating hypotheses, selecting a test, and determining significance levels and types of errors. Examples are given of computing test statistics and determining probabilities. Cross-tabulation and related statistics like chi-square are also listed as chapter topics.
Biopure Corporation is a pharmaceutical firm that has invested $200 million developing two blood substitute products - Oxyglobin for the veterinary market and Hemopure for human use. While Hemopure is still in Phase 3 trials, Oxyglobin has received all necessary approvals. The company currently has no revenue but $50 million in financing. It is recommended that Biopure launch Oxyglobin now to generate revenue and build distribution networks to support the future launch of Hemopure, once it gains FDA approval.
Colgate Palmolive- Salary Offer Case StudyTANUSHREE BOSE
The case study is about the Head of Compensation- Aditya Singh regarding the dilemma to determine the salary/ pay scale of 5 shortlisted candidates based on their respective skill sets, qualification and prior experiences in Sri City Plant Tamil Nadu.
Considering various challenges and issues in the Plant, selecting the job-fit candidates and motivating as well retaining them is also important.
Loreal in China: Strategies for the Yue Sai BrandAnkit Sen
L'Oreal acquired the Chinese skincare brand Yue Sai but has faced challenges in effectively positioning and marketing the brand. Some key issues include an uncertain business model, reduced brand visibility, and lack of motivation among L'Oreal employees in China. To address these, the document recommends that L'Oreal associate its name more closely with Yue Sai to increase brand awareness and customer acceptance. It also suggests strengthening promotions utilizing Chinese social media and traditional Chinese medicine values, while exploring new product categories and markets.
Case Analysis - HubSpot: Inbound Marketing and Web 2.0 Saptarshi Dhar
- Hubspot was founded in 2006 to provide inbound marketing software to help small businesses compete through new online marketing approaches.
- It uses informative content to attract prospective customers and build relationships through content marketing, social media distribution, and community engagement.
- Inbound marketing is more efficient than outbound as it only targets interested customers, with leads costing 5-7 times less than outbound.
- Hubspot offers content design, management, optimization, analytics and intelligence tools to help businesses attract and convert leads.
Buckmeister's proposal of using on-site customer feedback cards is recommended. Feedback cards can provide real-time customer preferences cost-effectively. Descriptive research techniques will be used, including quantitative observation methods like an NPS survey. Primary data sources are interviews, surveys, and social media monitoring. The expected outcomes are insights into customer preferences, purchasing decisions, and behaviors to identify areas for menu, marketing, and promotional improvements.
Chase Sapphire has been very successful with its new Reserve card, exceeding its sales goal in two weeks. However, the bank now faces challenges in retaining customers and making a profit long-term. Recommendations include discontinuing costly customer acquisition programs and focusing on maximizing value for existing customers. The bank should also redesign products and marketing strategies to increase engagement from dormant and transacting customers through rewards programs and new offers. Additionally, differentiating the Sapphire Preferred and Reserve cards through marketing and product design can help reduce cannibalization within the portfolio.
Colgate palmolive company the precision toothbrush case studyYash B.
Colgate-Palmolive is launching a new precision toothbrush to compete in the highly competitive toothbrush market. They developed a unique brush with three different length bristles shown to remove 35% more plaque. Susan Steinberg must determine positioning, branding, and communications strategies. Key issues are how to position precision, set the advertising budget, and develop a profit plan. Research showed claims of preventing gum disease drove purchase intent. Competition from Oral-B, Reach and others will be tough given their innovation, endorsements, and claims.
This document discusses revenue management techniques in supply chains. It begins by defining revenue management as using pricing to increase profits from limited supply chain assets like capacity and inventory. Revenue management is most effective when product value varies between customer segments, products are perishable, demand has peaks and valleys, or products are sold in bulk and on the spot market. The document then examines pricing strategies for multiple customer segments, dynamic pricing of perishable assets over time, and optimizing contracts between bulk and spot sales. Throughout, it highlights tradeoffs between committing capacity early at lower prices versus waiting for higher prices.
The document discusses coordination in supply chains and the obstacles that can arise from a lack of coordination. Some key points:
- A lack of coordination between supply chain stages can result in conflicting objectives and distorted information sharing, leading to the bullwhip effect where demand fluctuations increase up the supply chain.
- The bullwhip effect distorts demand information and reduces total profits. It increases costs like inventory and manufacturing.
- Obstacles to coordination include misaligned incentives, lack of information sharing, operational inefficiencies, pricing issues, and behavioral problems between partners.
- Managers can improve coordination by aligning goals, improving information visibility, optimizing operations, stabilizing pricing, and building strategic partnerships
This 3 sentence summary provides the key details about the document:
The document outlines a market research proposal for Nike to assess consumer awareness, preferences, and purchase interest for their Dri-FIT range of products across Asia Pacific markets, with the goal of determining whether to change, reinvigorate, or phase out the line. A mixed methodology is proposed including store audits, focus groups, and exit interviews to understand brand perceptions and barriers to purchase from both quantitative and qualitative perspectives. The research is designed to be conducted over 10 weeks across Hong Kong, Shanghai, and Sydney with samples of 300 consumers and store visits.
The document discusses the economics of the US carbonated soft drink industry from 1970 to 2004, focusing on how Coca-Cola and PepsiCo came to dominate the market through establishing production and distribution networks as well as engaging in competitive marketing campaigns. It analyzes the strategies employed by Coca-Cola and PepsiCo that allowed them to gain and maintain market share over smaller brands, such as expanding their product portfolios and establishing international presences.
The document outlines different qualitative research procedures including focus groups, depth interviews, and projective techniques. It describes the characteristics, techniques, advantages, disadvantages, and applications of each method. Focus groups involve group discussions with 8-12 screened participants moderated by an interviewer. Depth interviews use techniques like laddering and hidden issue questioning to uncover deeper motivations. Projective techniques indirectly assess attitudes through activities like word association, sentence completion, and role playing.
The document provides an overview of key marketing concepts including definitions of marketing, needs and wants, products, markets, and the marketing mix. It discusses the marketing concept, relationship marketing, and different marketing strategies like Porter's generic strategies. Various frameworks for analyzing markets and customers are also introduced, such as PEST analysis, VALS system, and Maslow's hierarchy of needs.
This chapter outlines different research design methods for surveys and observation. It discusses various survey methods classified by administration mode such as telephone, personal, mail, and electronic surveys. Evaluation criteria for different survey methods like flexibility, sample control, response rates and costs are also presented. The chapter also covers structured vs unstructured observation, natural vs contrived observation, and observational methods classified by administration mode including personal, mechanical, audit and content analysis.
Tanishq - Positioning to capture Indian woman’s heart - Marketing Management...Abbas Dhuliawala
Tanishq is a jewelry brand owned by Titan Industries, a Tata Group company. It was launched in 1994 to capture the Indian women's jewelry market which was dominated by unorganized local jewelers. Initially, Tanishq faced challenges due to consumers' preference for 22-karat gold and perception of jewelry as investment over ornament. Through market research, Tanishq repositioned itself by offering 22-karat gold, promoting purity using a karat meter, and changing its designs to appeal to local tastes. It also launched sub-brands like GoldPlus to target different segments. Today Tanishq is a leading player with over 165 stores pan-India pursuing opportunities for growth in India and other Asian markets.
This document discusses how integrated marketing communications (IMC) can be used to build brand equity. IMC uses a variety of communication channels, such as advertising, promotions, public relations, and social media, in a coordinated way to create a unified brand message and experience for customers. The goal of IMC is to move customers from their current knowledge and perceptions of a brand to the desired knowledge and perceptions defined in the brand's positioning, personality, and values. The document outlines different IMC options and provides criteria for determining the optimal mix of channels to effectively reach the target audience.
The document discusses go-to-market strategies for startups. It covers designing sales strategies, identifying target customer segments and ideal sales channels. It also discusses various go-to-market methods like direct sales, resellers and systems integrators. A 9-point go-to-market plan framework is provided focusing on target customers, value propositions, partnerships and pricing. Marketing is defined as telling a company's story to attract different stakeholders. Key marketing elements like messaging, branding and demand generation are examined.
The document defines marketing research as the systematic gathering, recording, and analyzing of data about marketing problems to provide useful information for marketing decisions. It then lists different types of marketing research including product, advertising, motivation, and sales research. The document goes on to describe several specific types of marketing research in more detail such as product research, concept testing, branding research, and advertising research. It also outlines the six main steps of conducting marketing research: defining the problem, situational analysis, informal investigation, formal investigation, data analysis and interpretation, and preparing a written report. Finally, it discusses some limitations of marketing research.
This document outlines a seven-step process for creating an effective go-to-market plan. It details the key questions that should be addressed at each step and the deliverables that result from completing each step. The seven steps include defining the product or service, target markets, value proposition, marketing and sales channels, sales process, required organizational structure, and supporting business processes. Following the seven steps will result in a comprehensive go-to-market plan that can be actionably implemented.
The document outlines the key topics covered in Chapter 15, which include frequency distribution, measures of location, variability and shape related to frequency distributions, hypothesis testing procedures, and cross-tabulation. It provides examples of computing common statistics like the mean, median, range and standard deviation. The chapter cover introduces hypothesis testing methodology, outlining steps like formulating hypotheses, selecting a test, and determining significance levels and types of errors. Examples are given of computing test statistics and determining probabilities. Cross-tabulation and related statistics like chi-square are also listed as chapter topics.
Biopure Corporation is a pharmaceutical firm that has invested $200 million developing two blood substitute products - Oxyglobin for the veterinary market and Hemopure for human use. While Hemopure is still in Phase 3 trials, Oxyglobin has received all necessary approvals. The company currently has no revenue but $50 million in financing. It is recommended that Biopure launch Oxyglobin now to generate revenue and build distribution networks to support the future launch of Hemopure, once it gains FDA approval.
Colgate Palmolive- Salary Offer Case StudyTANUSHREE BOSE
The case study is about the Head of Compensation- Aditya Singh regarding the dilemma to determine the salary/ pay scale of 5 shortlisted candidates based on their respective skill sets, qualification and prior experiences in Sri City Plant Tamil Nadu.
Considering various challenges and issues in the Plant, selecting the job-fit candidates and motivating as well retaining them is also important.
Loreal in China: Strategies for the Yue Sai BrandAnkit Sen
L'Oreal acquired the Chinese skincare brand Yue Sai but has faced challenges in effectively positioning and marketing the brand. Some key issues include an uncertain business model, reduced brand visibility, and lack of motivation among L'Oreal employees in China. To address these, the document recommends that L'Oreal associate its name more closely with Yue Sai to increase brand awareness and customer acceptance. It also suggests strengthening promotions utilizing Chinese social media and traditional Chinese medicine values, while exploring new product categories and markets.
Case Analysis - HubSpot: Inbound Marketing and Web 2.0 Saptarshi Dhar
- Hubspot was founded in 2006 to provide inbound marketing software to help small businesses compete through new online marketing approaches.
- It uses informative content to attract prospective customers and build relationships through content marketing, social media distribution, and community engagement.
- Inbound marketing is more efficient than outbound as it only targets interested customers, with leads costing 5-7 times less than outbound.
- Hubspot offers content design, management, optimization, analytics and intelligence tools to help businesses attract and convert leads.
Buckmeister's proposal of using on-site customer feedback cards is recommended. Feedback cards can provide real-time customer preferences cost-effectively. Descriptive research techniques will be used, including quantitative observation methods like an NPS survey. Primary data sources are interviews, surveys, and social media monitoring. The expected outcomes are insights into customer preferences, purchasing decisions, and behaviors to identify areas for menu, marketing, and promotional improvements.
Chase Sapphire has been very successful with its new Reserve card, exceeding its sales goal in two weeks. However, the bank now faces challenges in retaining customers and making a profit long-term. Recommendations include discontinuing costly customer acquisition programs and focusing on maximizing value for existing customers. The bank should also redesign products and marketing strategies to increase engagement from dormant and transacting customers through rewards programs and new offers. Additionally, differentiating the Sapphire Preferred and Reserve cards through marketing and product design can help reduce cannibalization within the portfolio.
Colgate palmolive company the precision toothbrush case studyYash B.
Colgate-Palmolive is launching a new precision toothbrush to compete in the highly competitive toothbrush market. They developed a unique brush with three different length bristles shown to remove 35% more plaque. Susan Steinberg must determine positioning, branding, and communications strategies. Key issues are how to position precision, set the advertising budget, and develop a profit plan. Research showed claims of preventing gum disease drove purchase intent. Competition from Oral-B, Reach and others will be tough given their innovation, endorsements, and claims.
This document discusses revenue management techniques in supply chains. It begins by defining revenue management as using pricing to increase profits from limited supply chain assets like capacity and inventory. Revenue management is most effective when product value varies between customer segments, products are perishable, demand has peaks and valleys, or products are sold in bulk and on the spot market. The document then examines pricing strategies for multiple customer segments, dynamic pricing of perishable assets over time, and optimizing contracts between bulk and spot sales. Throughout, it highlights tradeoffs between committing capacity early at lower prices versus waiting for higher prices.
The document discusses coordination in supply chains and the obstacles that can arise from a lack of coordination. Some key points:
- A lack of coordination between supply chain stages can result in conflicting objectives and distorted information sharing, leading to the bullwhip effect where demand fluctuations increase up the supply chain.
- The bullwhip effect distorts demand information and reduces total profits. It increases costs like inventory and manufacturing.
- Obstacles to coordination include misaligned incentives, lack of information sharing, operational inefficiencies, pricing issues, and behavioral problems between partners.
- Managers can improve coordination by aligning goals, improving information visibility, optimizing operations, stabilizing pricing, and building strategic partnerships
This document discusses key drivers and metrics for measuring supply chain performance. It begins by defining common financial measures like return on equity and return on assets. It then identifies six main drivers of supply chain performance: facilities, inventory, transportation, information, sourcing, and pricing. For each driver, the document discusses their role in the supply chain and competitive strategy, important decisions factors, and relevant metrics to measure performance. Throughout, it emphasizes the trade-off between responsiveness and efficiency for each driver.
The document discusses network design in supply chain management. It covers factors that influence network design decisions such as facility location and capacity allocation. These factors include strategic, technological, economic, political, infrastructure and competitive considerations. Optimization models can be used to make location and capacity decisions that minimize costs while meeting demand. The document provides examples of capacitated plant location and gravity location models to illustrate how these decisions are modeled.
This document provides an overview of supply chain management concepts. It discusses what a supply chain is, the objective of maximizing overall value, and the three key decision phases of supply chain strategy, planning and operations. It also describes two process views - the cycle view which divides processes between stages and the push/pull view which categorizes processes as reactive to demand or speculative. The goal of supply chain management is to effectively manage flows between stages to maximize total surplus.
This document discusses network design in supply chains. It begins by outlining the key network design decisions, including facility role, location, capacity allocation, and market/supply allocation. It then discusses factors that influence these decisions, such as strategic, technological, economic, political, infrastructure, and competitive factors. The document presents a framework for network design decisions involving defining strategy, regional configuration, site selection, and location choices. It concludes by describing models that can be used for facility location and capacity allocation decisions, including a capacitated plant location model and gravity location model.
The document discusses supply chain management, defining a supply chain as consisting of all stages involved in fulfilling customer requests. It describes the objectives of a supply chain as maximizing overall value generated and total profitability across all stages. Key aspects of supply chain management are identified as the three decision phases of strategy, planning, and operations; different views of supply chain processes; and the importance of effective supply chain flows.
The document discusses cycle inventory and lot sizing in supply chains. It begins by defining cycle inventory as the average inventory that results from producing or purchasing items in batches larger than customer demand. This cycle inventory allows companies to benefit from economies of scale. The document then examines how to calculate the optimal lot size and cycle inventory level to minimize total costs, including ordering, holding, and material costs. It also explores how quantity discounts, trade promotions, and multiple products impact optimal lot sizing decisions. The goal is to reduce cycle inventory and costs across the entire supply chain.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
This chapter discusses noncomparative scaling techniques used in marketing research to measure attitudes, opinions, and characteristics without direct comparison between objects. It describes continuous rating scales where respondents indicate their rating along a line, and itemized rating scales including the Likert scale involving levels of agreement, semantic differential scales using bipolar adjective pairs, and Stapel scales using a numbered unipolar format. The chapter also covers decisions in designing these scales and evaluating their measurement properties.
The document discusses key concepts about supply chain management including:
1) A supply chain includes all stages involved in fulfilling a customer request from raw materials to delivery, and it aims to maximize overall value by balancing customer value and supply chain costs.
2) Supply chain decisions can be classified into three phases: strategy, planning, and operations, with each having a different time horizon and level of uncertainty.
3) Supply chain processes can be viewed through the cycle view which looks at interfaces between stages or the push/pull view which categorizes processes as reactive to customer demand or speculative.
This document outlines the key concepts and procedures for sampling design in marketing research. It discusses the differences between sample and census approaches, and outlines the five main steps in the sampling design process: defining the target population, determining the sampling frame, selecting a sampling technique, determining sample size, and executing the sampling process. It then classifies and describes various sampling techniques, including probability methods like simple random sampling and stratified sampling, and nonprobability methods like convenience sampling and snowball sampling. Examples and illustrations are provided to explain each technique.
This document discusses factors that influence distribution network design, including customer needs, costs, and various design options. Distribution directly impacts costs and customer experience. The number of facilities in a network affects response time, inventory levels, transportation and facility costs. Design options include direct shipping from manufacturers, distributor warehouses, retail stores, and mixed approaches. E-business is changing distribution's impact on customer service and costs. The type of network chosen has long-term consequences for the supply chain.
The document outlines the key steps and considerations in defining a marketing research problem and developing an approach to address it. It discusses defining the management decision problem, conducting discussions with decision-makers and experts, analyzing secondary data and qualitative research. It emphasizes properly defining the specific marketing research problem and its components before developing the research approach, which includes establishing objectives, analytical models, research questions, hypotheses and specifying the necessary information.
The document discusses marketing research, including its definition as the systematic identification, collection, analysis, and dissemination of information to improve marketing decision-making. It outlines the marketing research process and different types of marketing research problems. Problem identification research helps identify unknown issues, while problem-solving research addresses specific problems. The role of marketing research in the process of marketing decision making is also described.
This document provides an overview of market research and the marketing research process. It defines marketing research as the systematic and objective identification, collection, analysis, and dissemination of information to improve marketing decision-making. Market research is classified into problem identification research, which helps identify problems, and problem-solving research, which helps solve specific marketing problems like segmentation, product, pricing, promotion, and distribution research. The marketing research process involves 6 steps: defining the problem, developing an approach, formulating a research design, collecting data, analyzing data, and presenting the report. Market research provides information to marketing managers to help with decisions around segmentation, targeting, and marketing programs.
The document discusses various aspects of conducting an internal assessment or audit of a company. It covers evaluating the strengths and weaknesses in key functional areas like management, marketing, finance, production, research and development, and management information systems. The internal audit helps identify distinctive competencies and resources that can provide a competitive advantage. It also involves analyzing internal forces and capabilities to determine objectives, strategies and the company's mission.
The document discusses marketing research and its role in marketing decision making. It defines marketing research as the systematic collection, analysis and dissemination of information to improve marketing decisions regarding identifying problems and opportunities. It classifies marketing research into two types - problem identification research which helps identify unknown problems, and problem-solving research which helps solve specific marketing problems. Problem-solving research includes segmentation, product, pricing, promotion and distribution research. The marketing research process involves 6 steps - defining the problem, developing an approach, research design, data collection, data analysis, and reporting. Marketing research provides information to marketing managers and helps assess needs while environmental factors also influence decision making.
17 Maret Recruitmen & Selection For Sales PeopleObed Fl
This document discusses recruiting and selecting salespeople. It begins by outlining some key concepts for recruiting salespeople, including learning from the principles of Tao and prioritizing character over credentials. It then discusses competency profiles for salespeople and different selection methods like structured interviews and psychological testing. Finally, it addresses common obstacles in recruiting like having too many candidates and too little time, and how to overcome these obstacles.
The document provides an overview of key topics in human resource management including:
1. It defines human resource management and its relationship to the management process.
2. It discusses the responsibilities of line managers and HR staff managers.
3. It outlines important trends that are shaping HR like globalization, technology, and demographic shifts.
4. It introduces concepts like the new roles for HR professionals, evidence-based HR, and managing ethics.
The document outlines Chapter 1 of a textbook on human resource management, introducing topics like the definition of HRM, the roles and responsibilities of line managers and HR staff, trends influencing HRM like globalization and new technologies, and the importance of evidence-based practices and strategic alignment of HRM functions. It provides an overview of the chapter's learning objectives and various concepts, processes, and models involved in HRM.
First seminar of my Managing Marketing Processes course in the Masters of General Management Program at the Stockholm School of Economics in Sweden: http://www.hhs.se/EDUCATION/MSC/MSCGM/Pages/default.aspx
This document outlines the key topics covered in Chapter 1 of a marketing research textbook. It includes definitions of marketing research, the marketing research process, types of marketing research problems, and the role of marketing research in marketing decision making. It also provides a classification of marketing research and lists the top 50 US marketing research firms.
Philosophy - Endorphin believes that in every student, there is a potential to excel
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The document discusses various aspects of conducting an internal assessment for a company. It covers analyzing a company's internal strengths and weaknesses in key areas like management, marketing, finance, production, research and development, and management information systems. It also discusses distinctive competencies, the internal audit process, the resource based view, integrating strategy and organizational culture, the functions of management, and conducting audits of different business functions.
The document provides an overview of strategic management. It defines strategic management and discusses its three main stages: strategy formulation, implementation, and evaluation. It also outlines the key aspects of strategic management like vision/mission statements, external opportunities/threats, internal strengths/weaknesses, long-term objectives, alternative strategies, and annual objectives. The document emphasizes that strategic management helps companies achieve sustained competitive advantage by capitalizing on opportunities and minimizing threats.
This document provides an overview of marketing philosophies and strategies. It discusses the key concepts of the marketing concept, which emphasizes customer focus, and different organizational philosophies around marketing such as sales-driven, technology-driven, and marketing-driven approaches. It also covers the changing nature of marketing, including the impact of mobile technology, customer power, globalization, and challenges in marketing communications. The job of the marketing manager and developing marketing plans is also summarized.
This document provides an overview of business research. It begins with definitions of business research as the systematic and objective identification, collection, analysis, and dissemination of information to assist management decision-making. It then classifies business research into problem identification research and problem-solving research. Problem identification research aims to uncover problems not apparent, while problem-solving research addresses specific issues. The document outlines the business research process and various types of problem-solving research like segmentation, product, pricing, and distribution research. It stresses the importance of properly defining problems to ensure research success.
The document discusses marketing information and customer insights. It explains that customer insights are difficult to obtain but provide a deep understanding of customer needs and wants. Companies are forming customer insight teams to better understand their customers. A marketing information system collects, analyzes, and distributes data to provide insights. It assesses information needs, develops information through research and intelligence, and ensures decision-makers can use the findings. The goal is to continuously improve understanding of customers.
The document discusses marketing research and metrics. It describes the marketing research process as having six steps: (1) define the problem, (2) develop a research plan, (3) collect information, (4) analyze the information, (5) present findings, and (6) make a decision. It also discusses different types of marketing metrics that can be used to measure marketing performance, both external metrics like market share and customer satisfaction, and internal metrics like commitment to goals. Additionally, it introduces the concept of marketing-mix modeling to analyze the effects of specific marketing activities and marketing dashboards to help visualize key metrics.
The presentation provides an introduction to human resource management. It defines HRM and explains its relationship to the management process. It discusses the responsibilities of both line and staff (HR) managers in HRM. Finally, it outlines important trends influencing HRM, such as globalization, technology, and demographic shifts, and how HRM must adapt.
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This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
Internal - Marketing research dept within a firm (eg Cadbury Schweppes, National Australia bank, Toyota) External- Outside firm hired to supply market research data Syndicated services Information provided to subscribers at any time. Roy Morgan – Single source data see www.roymorgan.com Roy Morgan – Values segments Quantum – AustraliaSCAN and YouthScan Standardised services Research conducted in a standard way (eg advertising effectiveness) to different clients Customised Research tailored specifically to clients needs (eg Chant Link & Associates, Quadrant, AMR-Quantum) Field services CATi interviewing facilities (Fieldforce, Fieldworks) Coding and data entry Editing or coding questionnaires, transcribing Analytical services Designing questionnaires, sampling plans and other research designs Data analysis services analysing data, including multivariate data analysis (eg Strategy by design)
Management want to symptoms to disappear but may not understand the real cause of the problem, perhaps because they can not be impartial or they do not have they necessary skills.
Researcher may be more impartial, objective and are experienced in searching for information to understand why the symptoms have occurred.