Abstract This paper provides a comprehensive review of measures of marketing performance and country potential. The analysis uses a global marketing framework to analyze different types of global marketing control systems that are utilized by companies. The paper focuses primarily on how companies measure subsidiary marketing performance and also provides a complete overview of the different methodological approaches to measuring country potential. In addition, the paper provides a general guide for the strengths and weaknesses of the approaches.
Table of Contents:
Executive Summary
Introduction
Global Marketing Management Controls: What Are Global Marketing Management Controls?
Global Marketing Management Controls Strategies: Techniques FOR Measuring Subsidiary
Marketing Performance Subsidiary Performance and Marketing Activities: Understanding the Global Marketing Mix
Evaluating Country Potential: Environmental/Situational Analysis
Effectiveness of Marketing Measures
Tools and Techniques of Country Analysis Techniques
Conclusion
Appendix
From the Paper "The interesting phenomenon is how countries are using these strategies either from a marketing perspective to achieve economic goals, or for public policy uses to bolster political influence. Global marketing management controls is no longer simply a formulated plan for 'private companies' to follow, if they wish to market their products or brands internationally. Global marketing management controls strategies are an important branch of business administration; however it is becoming increasingly a country analysis tool that is becoming very popular based on the number of examples given above and the relative success of this new use."
Abstract This paper reports that SAP's approach to customer acquisition, centers on mining their existing customer base for follow-on sales of their products. The author states that this process relies heavily on SAP's world-class database of reference-able customers. The author points out that SAP is one of the few software companies that actively tie back their performance service to their customer service strategies by using their own CRM applications. The paper concludes that, when an organization has a clear vision of its marketing and specifically Internet-based strategy objectives, the selective application of technologies to these objectives can deliver exceptionally strong results. This paper includes many figures and tables.
Table of Contents:
Target Customer Segments
Customer Acquisition Strategies
Customer retention strategies
Global Survey Advisory Counsel
Retention Communications Campaign
Heavy Emphasis on Customer Participation
Customer Service Strategies
Integration into Overall Marketing Strategy
Technical Infrastructure Required
Data Acquisition, Management and Use
Evaluation of Goals
Social and Regulatory Issues
Strengths, Weaknesses, Opportunities and Threats
Strengths
Weaknesses
Opportunities
Threats
Continued and Aggressive Market Consolidation
Conclusion and Analyses
From the Paper "Based on SAP's segmentation initiative, the company launched a new program called "Smart Business Solutions," which addresses the distinct segments of SMB customers based on their degree of technological sophistication. SAP identified a need for product individualization and industry-specific functionality among the sophisticated customer segment, developing a product offering based on the company's flagship mySAP.com suite. The mySAP.com SMB product assists small- and medium-sized manufacturers that seek to extend and maximize their supply chains."
Abstract In this article, the writer notes that the hospitality industry is one of the largest in the world and continues to grow in size and therefore relative importance to many nations' economies today. The writer discusses that, in an increasingly globalized marketplace, identifying changing customer expectations concerning what services and levels of quality are required to remain competitive and gain additional market share has assumed new relevance and importance. To this end, this paper provides an overview of various methods and approaches currently used into customer expectation research in general and in the hospitality industry in particular. A summary of the research and salient findings are presented in the conclusion.
Outline:
Review and Discussion
Background and Overview
Research Design for Customer Expectations
Table 1 Customer Information Sources Based on Consumption Stages
Conclusion
From the Paper "The research showed that the hospitality industry has largely recovered from the horsewhipping it took following the terrorist attacks of September 11, 2001 and is one of the largest industries in the world today. Therefore, the stakes are high for companies competing in this industry, but the research also showed that there are some useful approaches to collecting and analyzing customer expectation information is meaningful ways that can help managers identify problems areas and existing strengths, as well as opportunities for improvement. These methods ran the gamut from the very simple such as guest comment cards to highly sophisticated customer relationship management applications. A common theme that emerged from the research concerning the use of these research methods, though, was the fundamental need to interpolate this information by using as many sources as possible to draw broad-based conclusions and formulate appropriate responses."
This paper provides a straight forward customer profile analysis that includes target market, product usage and purchasing motivation for the three Canadian-based telecommunication companies of Telus, Rogers and Bell.
Abstract This paper shows a customer profile analysis for the Canadian based telecommunication companies of Telus, Rogers and Bell. The paper compares the market strategies of the three companies within a shared target and space, and determines that each of the companies rely heavily on phone communication as a necessity, for building their businesses. The paper also shows the slight differences in strategies: Telus as a growing globalperformer, Rogers as offering a host of commercial solutions and Bell as being the leader due to its long-standing presence in the market, its recognized brand, and its array of bundled services.
From the Paper "The motivation for Rogers' wireless solutions is centered on the company's target market's desire to remain connected with both peers and family. Increasingly, wireless phones are being employed as the sole means of communication between family members as well as peer groups. The residential and business phone accounts are subscribed to out necessity since many customers and certainly most businesses still rely on the traditional phone line as their main form of communication. Likewise, Rogers' cable television service is purchase more for its entertainment value than for any form of communication method even when packaged with Internet services."
Tags: communication, target market, customer motivation, customer usage, entertainment
Abstract This paper discusses whether vendor managed inventory (VMI) is a stop-gap measure or is a permanent strategy on the part of suppliers, supply chain intermediaries and customers. It discusses the factors that have enabled the growth of VMI, particularly with regards to globalization trends. The paper also looks briefly at how to streamline and increase the level of visibility throughout supply chains.
Table of Contents:
Summary
Automating the Vendor Managed Inventory (VMI) Process
Conclusion
From the Paper "In addressing the question of whether Vendor Managed Inventory (VMI) is a stop-gap measure or is a permanent strategy on the part of suppliers, supply chain intermediaries and customers, it's critical to look beyond the cyclicality and recessionary conditions that were in effect when Scouras (1) wrote his article on VMI performance. Since 2002 when the article was written, VMI has become a mainstay of supply chain visibility, performance, and become integral to the development of distributed order management systems globally. The rapid globalization of supply chains and with it, the growth of multi-site manufacturing, sourcing, supply chain, and services locations globally all have been enabling factors of the growth of VMI. In response to these globalization trends there is also a major focus on how to streamline and increase the level of visibility throughout supply chains as well."
Discusses the three challenges that are associated with a global market: building customer loyalty, retaining intellectual property rights and securing information systems.
Abstract In this article, the writer notes that in today's global business environment, companies have unprecedented access to markets around the world. The writer points out that though there are many advantages to globalization, companies must be prepared for the challenges that it presents as well. The writer maintains that in order for a company to succeed in a global market, a company must develop and follow a carefully planned strategy. This involves three challenges that are associated with a global market: building customer loyalty, retaining intellectual property rights and securing information systems. This paper explores the importance of these top business challenges and suggests methods by which companies can overcome them.
Outline:
Introduction
Challenge 1: Building Customer Loyalty
Ways to Overcome Challenge 1
Challenge 2: Protecting Intellectual Property in a Global Environment
Ways to Overcome Challenge 2
Challenge 3 - Information Security Protection
Ways to Overcome Challenge 3
Conclusion
From the Paper "The main goal of implementing a customer loyalty program is to prevent a company's existing customers from turning to its competition. The objective of any loyalty solution is to treat customers as if they are truly cared about and provide them with the products and services they seek at the right time and at the right place. With so many purchasing options, customers are savvy enough to detect a company with sub-par service and do not tolerate it."
"Every customer loyalty initiative should start on the front line with the customer service department, since they are in contact with customers on a daily basis. A business should employ a consistent customer service strategy that ensures that each customer receives a positive experience with the company. Customer service representatives must be empowered to not only answer inquiries and close sales, but to build customer relationships. To effectively create relationships with customers, representatives must be equipped with CRM databases to know the customer's history and provide the most relevant offer, have the authority to make business decisions in the best interest of the customer, and be enthusiastic to establish a genuine bond with the customer."
Abstract The paper looks at the metric of the Perfect Order that is a measure of performance that consolidates contributions from the other supply chain measures of performance. The paper provides a table that offers a summary of the most often used series of metrics by manufacturing and services companies alike and another table that specifically shows the list of metrics that are most influenced by a synchronized and consistent supply chain strategy. The paper then shows how for Dell and their unique build-to-order model, these metrics of supply chain performance form the basis of how their company runs daily.
Outline:
Executive Summary
Measuring the Perfect Order
Supply Chain Measures of Performance The Impact of Supply Chain Metrics on Financial Performance Summary
From the Paper "Supply chain measures of performance, often called key performance indicators (KPIs) or metrics of performance are gaining in popularity within many companies due to the following factors. First, there is the growth of analytics software making it possible to generate these metrics. Next, there are higher levels of collaboration throughout supply chains making the data sharing possible to accomplish these measures of performance. Third, greater inventory velocities are proving possible with better insights and more accurate reporting of supply chain performance gained through higher levels of collaboration."
Formal business research about a kosher American restaurant and the feasibility of bringing it into the global market through bringing a franchise of it to Israel.
3,670 words (approx. 14.7 pages), 17 sources, 2001, $ 101.95
Abstract As of now, Dougie's Restaurant is having serious internal problems with customer satisfaction. There are plans of expansion of Dougie's into the global market through the opening of a store in the heart of Jerusalem. This report identifies problems and areas which need improvement such as: training and communication skills between employees and customers. This may help lead to increased customer satisfaction and as a result solutions to this problem can be carried over to further stores. The feasibility of a Dougie's Restaurant is also examined.
From the Paper "The purpose of this report is to examine the feasibility of the success of a Dougie's Restaurant in Israel based on the analysis of the existing stores in America. It was found that in out pre-existing stores in America, our employee's job training plan lacks informational and communication skills that our employees need. Overall, customers felt employees were too unfamiliar with products, price, and were not able to solve problems. These problems caused a decrease in profits as well as customers. It also caused a lack of motivation among the employees. Inefficient job training and communication skills have lead to a decrease in clientele, productive labor, and profits. These problems will continue to exist in the store that will be opened in Israel if they are not fixed.'
Abstract The paper reveals that despite the talk of how "flat" the world is becoming, there is in fact a much greater heterogeneity and diversity in both consumer and business demand than ever before. The paper illustrates this with the highest growth economies of the world which includes China and India, where per capita incomes are reaching new record levels, fueling demand for highly customized products and services in the process.
Outline:
Summary
Addressing Heterogeneous Global Markets through Mass Customization Global Heterogeneity in Content Management Systems
Summary
From the Paper "Despite the prevailing popular press that globalization and the "flattening" of entire countries and cultures is now in full force, there is still a high degree of variation, in fact heterogeneity, between and within cultures. This dynamic of greater differences within cultures between groups and between cultures and nations is in turn driving a much more niche-based series of strategies. Porter (74- 76) in Competitive Advantage of nations specifically defined the competitive strength of heterogeneity on a global level as a result of escalating incomes and the need for greater efficiencies in serving the unique needs of these markets."
Abstract Based on ten books written on the subjects of consumer behavior and customer service, this paper sets out to show whether customer centricity has been the focus of businesses for some time, and whether it has been addressed correctly. The writer explains that the study of customer retention information shows that what it takes to keep customers coming back is quite different from what it takes to attract new ones, and discusses various types of customer loyalty programs. From the literature four specific areas that need to be examined in order to help businesses improve customer focus are identified, as well as six factors that are often seen as imperative in improving customer retention, and five specific dimensions of service quality. The paper concludes that although most studies have indicated that retaining old customers is what really boosts business growth, many businesses still persist in spending more to get new customers who will cost them money by leaving, instead of spending less to retain loyal ones.
From the Paper "It is significant to remember when looking at customer centricity that people seldom stop patronizing a business simply because of ordinary interactions that they deal with when they shop there but instead because of the failure of the specific organization to handle situations that could be potentially problematic to the satisfaction of the customer (Bowen & Lawler, 1992). Personnel who come into contact with customers need to be able to think for themselves, take responsibility for their actions, and respond well to the pressure that often comes from customers who are angry or upset (Bowen & Lawler, 1992)."
Tags: success, customer satisfaction, effective personnel, problem solving, performance coaching communication
Abstract This paper examines an organization with business problems that can be addressed through the application of business research principles. The paper includes three possible outcomes for the research problem, an operational definition of the research problem and identification of the constructs for the operational definition selected. The paper furthermore identifies the benchmarks used to measure the constructs and includes a comparison of the expected outcomes to the operational definition. Finally, using the management-research hierarchy, the paper discusses an outline of the business research process for addressing or finding a solution to the selected problem.
Outline:
Abstract
Survey Analysis on Internal Customer Service at PFG
Conclusion
From the Paper "Defining the problem is the first step to solving the problem (Gomez-Mejia , 2002 p.7). The PFG-Little Rock procurement department has received complaints about the adequacy of customer service provide by the procurement department associates to the outside sales associates. In investigating the symptoms associated with the complaints, sales associates indicate procurement associates respond with the correct information while exhibiting an appropriate attitude but not as quickly as preferred by the sales associate. With the analysis of the information, the question should be posed; does the response time of a procurement associate influence a sales associate's perception of adequate internal customer service?"
Tags: product, service, performance, department, excellence, time
Abstract The paper discusses the problem that Global Communications (GC), a telecommunications company, has had of late. The paper notes that with many more competitors entering the marketplace and profits dwindling, it has become necessary for the leadership at GC to come up with a strategy to take the company global and become an industry leader, but senior management's recent actions have created hostilities among many of the stakeholder groups. This paper describes the events that have taken place thus far, gives a clear understanding of who the stakeholders are, and discusses what opportunities exist for GC. The company will have to implement some new strategies if they are to realize their goals. This paper explores those strategies and build on them, identifies risks, and internal and external pressures, and ultimately lays out an optimal solution for GC to implement. The paper is illustrated with tables.
Outline:
Situation Analysis
Issue and Opportunity
Identification
Stakeholder Perspectives/Ethical Dilemmas
Problem Statement
End-State Vision
Alternative Solutions
Primary Alternative Solutions
Secondary Alternative Solutions
Analysis of Alternative Solutions
Risk Assessment and Mitigation Techniques
Continuing with the Outsourcing Plan
Abandoning the Outsourcing Plan
Optimal Solution
Moral-Building Programs
The Employee-customer-profit Chain Model
Including Stakeholders in the Decision-Making Process
Building Effective Communication
Implementation Plan
Evaluation of Results
Conclusion
From the Paper "There are five main groups of stakeholders in the GC scenario. The stockholders are a group of people that are concerned about the past three years of stock depreciation. Stockholders demand that GC take action that will ensure the growth of the company so the stock will appreciate. The management team at GC also wants to take steps to ensure the viability and growth of the company, but they must also be mindful of employee relations and the political dealings with the labor union".
Abstract This paper presents a look at managing performance on a global level. The author takes us on a tour of the globalization of the world and what it means to businesses around the world and how they can best be managed. We take a look at telecommunications and their purpose and service in the global management of today's companies.
Abstract In recent years, researchers have contributed different causes as responsible for the success of a country's economic system, and as a result, differing models for economic growth suggest multiple possible paths for success. The world is changing fast, and China is now an important part of the global economy. One of the aspects most notable in China's economy is the rapid growth of the real estate industry. To date, while there has been much research conducted in marketing and customer satisfaction in general, the research concerning customer satisfaction in Chinese realty is lacking. New research studies in this area must focus on whether or not it is suitable to implement customer satisfaction into the current real estate industry in China. This research focuses on two studies measuring customer satisfaction in the real estate industry, discuses the implications of the data results, and offers recommendations toward much-warranted improvements in this area, if China is to continue at its current intense growth pace.
Abstract
Executive Summary
Introduction
Statement of the Problem
Literature Review
Background and Methodology of Proposed Research
Design
Proposed Data
Collection
Research Findings
Future Research
Conclusion
Bibliography
From the Paper "In recent years, the value of Chinese realty has undergone many changes and periods of substantial growth unprecedented by previous growth patterns. As a result, one could theorize that real estate consumers' expectations and requirements have increased as a result of this heightened growth. To date, while there has been much research in marketing and customer satisfaction in general, the research concerning customer satisfaction in Chinese realty is lacking. Research such as this is crucial in determining whether or not it is suitable to implement customer satisfaction into the current Chinese realty business. Customer satisfaction is an essential factor in marketing practice, as satisfaction is a person's feelings of pleasure or disappointment resulting from comparing a product's perceived performance (or outcome) in relation to his or her expectations (Kotler, 2003). According to Drucker (1954), the principal purpose of a business is to create satisfied customers. Similarly, increasing customer satisfaction has been found to lead to higher future profitability (Anderson et.al., 1994). In order to maintain this substantial growth in Chinese real estate, customer satisfaction must be increased, or at the least, maintained. Research by Rust et.al (1997) supports this standard by relating lower costs to defective goods and services. Due to the increasing competition existing in the Chinese realty business, customer satisfaction has become one essential point from both the customers' goodwill perspective and an organization's profits."
Abstract The paper discusses that today's global marketplace has changed the definition of the role of human resources in the business world. The paper then examines those changes and its effect on the role held by human resource managers.
Outline:
Introduction
The Role Of HR In Today's Marketplace
Assessment Of The Extent Of Global Participation
Challenges: Differences In Culture And Management Styles
Challenges Of A Global Marketplace
Summary and Conclusion
.
From the Paper "Bray (2006) states: "Barney (1991) developed a model that demonstrates that, for a resource to be the source of sustained competitive advantage, it must create value (V) for the firm; it must be rare (R); it must be inimitable (I); and it must be nonsubstitutable (S)." Bray states that when this model is applied that human resources has the "highest probability among all resources of being the source of sustained competitive advantage for the firm." (2006) With this in mind, Bray argues that a firm should "focus its entire pool of human resources..." (2006) When human resources is considered in the organization Bray states that human resources is distinguished as: "...individuals (or an elite group of individuals such as top management teams) and human resources as the total pool of human capital." (2006) However in Barney (1991) the emphasis was placed on HR resources referring to both manager and worker characteristics and the work of Wright McMahan and McWilliams (1994) posited that "...the larger pool of human capital that constitutes the entire organization is more likely to be a source of sustained competitive advantage." (Bray, 2006) A resource, according to Bray "must also be rare if it is to be a source of sustained competitive advantage." (2006) In fact, the organization that is globally based has a better change at acquiring the 'rare' human 'resource' because it has a larger pool to choose from. Bray specifically states: "Therefore, firms that, because of their international operations, can draw from more than one labor pool have a greater potential for developing a human-resource-based sustainable competitive advantage than do domestic firms that can draw from only one labor pool. Transnational organizations by virtue of transnational representation and a transnational process are particularly able to draw upon the rare components of their multiple labor pools, and are, thus, more likely to develop sustainable competitive advantages." "
Tags: business, performance, competitive, market, place
