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B207 (Marketing (Relationship Marketing (Increased Understanding, Cost…
B207
Marketing
Relationship Marketing
Increased Understanding
Cost Effective
Retaining customers provides profit
Customer Loyalty
Internal Marketing
Crisis Management
Measuring Success
Service- Dominant Logic
Advertising and branding
International
Globalisation vs customisation
Language barriers and cultural differences
Human Resource Management
Stakeholders
Shared prosperity
Adoption of free market
Internal marketing
Employment/ Employee Relations
Employee Relations
Working from home
Flexible Hours
Profit sharing schemes
Leadership
Forms
Process
Result
Person
Position
Purpose
Fellowship
Charismatic Leadership
Management
Not 'Top Down'
Leader vs Manager
Building Success Over Time
Medium-Term
Higher degree of investment
Relaunch/Recreation od product/process
Relatively new to market
Long- Term
Large risks and rewards
Sustainable investment
Strong organisation commitment
Commonly new visions
new processes or products
Short- Term
Extension of existing product/idea
Clear aims
Focussed on quick returns
Sustainable Innovation Culture
Creative Destruction
Creative Disruption
Incubator Vs Accelerator
Incubator
Not for profit
Provide support to start ups
Offer facilities/ mentoring
Accelerator
For profit
technology based firms
move rapidly from establishment to early stage
Operations
Quality and Improvement
7 Key tools for quality control
Stratification
Checklists/Tally
Scatter Diagram
Histogram
Control Charts
Pareto Chart
Cause and effect diagram
Importance- Performance Matrix
Supply Chain Management
Regulations
Exchange rate fluctuations
Costs
Methods
Due Diligence
Global Trade Environment
New suppliers
New competition
Absolute comparative advantage
Relative comparative advantage
Global Context
Strategies
Offshoring
Re-shoring
Implications
Pressure to standardise
Mass customisation
Economies of scale
Economies of scope
Dedicated operations
Operational Risk
Failure
Operation or Process
Product or service
Customer
Supply
Environmental Disruption
Globalisation
Crossvergence
A hybrid with customisation by location
Convergence
A global approach
Divergence
A new individual approach
Finance
Tax
Exchange Rates
Transfer Pricing
Politics of business
Stakeholder Analysis
Managing
Understanding
Analysing
Shared Value Creation
CSR vs Shared Value
CSR- Cost Centre
Shared value generates profit
Created competitive advantage
Addresses society issues
Creates business model around
Innovation
Globalisation Context
Global Knowledge
local needs
'Glocalisation'
Customers Associated with innovation
Innovators
Early Adopters
Early Majority
Late Majority
Laggards
Change Management
8 step process (Kotler 1996)