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B207 Block 1: Big Ideas in Organisations, Marketing Environment,…

- - - - Service design
        
        (Johnston & Clark, 2005)
        
        Service value
        
        Service operation
        
        Service outcome
        
        The organising idea
        
        Service experience
      - Product design
        
        Produce-ability
        
        Maintainability
        
        Aesthetics
        
        Reliability
        
        Durability
      - Product development
        
        Breakthrough
        
        Incremental enhancement
        
        New generation products
      - Failure rates (Schneider & Hall, 2011)
        
        no market
        
        insufficient appeal
        
        cannot support growth
        
        launched too soon
        
        consumer doesn't understand
      - Design Thinking (Walley, 2017)
        
        Test
        
        No idea is too wild
        
        Reframe ideas
        
        Understand the user
        
        Collaborate
        
        See the bigger picture
      - Design Process
        
        UK Design Council (2008)
        
        Discover
        
        Define
        
        Develop
        
        Deliver
        
        Slack et al. (2011)
        
        concept generation
        
        concept screening
        
        preliminary design
        
        evaluation & improvement
        
        prototyping & final design
      - Quality Function Deployment (QFD)
        
        'House of Quality' (Hauser & Clausing, 1988)
        
        Why characteristics to be deployed
        
        What Vs How (link attributes to characteristics)
        
        What attributes or features
        
        How to meet needs (characteristics)
        
        Identify conflicts or trade-offs
        
        How much (level of which characteristic)
    - - Core benefit of product/ service
      - Actual product
      - Augmented product (extras)
    - - Convenience
      - Shopping
      - Speciality
      - Unsought
    - - BASIC New products process
        
        Opportunity
        
        Concept
        
        Project evaluation
        
        Development
        
        Launch
    - - Product Planning
        
        New product planning
        
        Ideas generation
        
        Idea screening
        
        Concept testing
        
        Market/ business analysis
        
        Product development
        
        Test marketing
        
        Commercialisation
    - - Cooper, 2012
        
        Solid Marketing Plan
        
        Spiral Development
        
        Due diligence
        
        Unique Superior Product
        
        Building in voice of the customer
        
        Product and project definition
        
        Global product
    - - Kotler & Armstrong, 2016
        
        Aggressive competition
        
        Inappropriate pricing
        
        Incorrect positioning
        
        Higher than expected product development costs
        
        Overestimation of market size
        
        Disregarding market research
        
        Poor product design
        
        Unsuitable launch timing
        
        Poor promotion
  - - - Buyers price perception
      - Marketing strategy
      - Value perception
      - Cost
      - Competition
      - Objectives
      - Marketing mix (other products)
      - STEEPLE factors
    - - Segmented (based on segment) > discrimination
      - Dynamic pricing (adjusting to needs/ buyers characteristics)
      - Super-size (multi-buy offer/ bundle) > Wastage
    - - Kotler & Armstrong (2016)
        
        Experimentation
      - Grigsby (2015)
        
        General survey
        
        Van Westondorp survey (price sensitivity analysis)
        
        Conjoint analysis (scenario based consumer choice)
        
        Elasticity modelling
    - - Allowances
      - Cash discounts
      - Trade discounts
      - Qty discounts
      - Seasonal discounts
    - - Product bundle pricing
      - Captive product pricing (associated required items)
      - Product line pricing (product range based)
      - Optional-product pricing (optional extras/ accessories)
      - By-Product pricing (offset cost by selling by-products)
    - - Demand
      - Good value
      - Value added
      - Psychological based
    - - Break-even analysis
      - Second market discounting
      - Direct cost pricing (only variable costs)
  - - - Financing
      - Matching
      - Promotion
      - Reach
      - Efficiency
      - Expertise
      - Information
      - Contact
      - Negotiation
      - Risk taking
    - - Share resources
      - Mutual advantage
      - Temporary
    - - According to needs
    - - Link vast array of interfaces (Jaworski et al., 2016)
      - Consumers channel of choice may change
      - Utilise optimisation and personalisation tactics
    - - Influenced by:
        
        Environmental factors
        
        Level of service
        
        Size of co.
        
        Competitors
        
        Type of product
        
        Selective (shopping / fewer)
        
        Intensive (convenience / widespread)
        
        Exclusive (speciality / few or one)
        
        Short (e.g. perishable)
    - - Vertical Marketing System (VMS) = Unified members
        
        Corporate VMS (owning other channel members)
        
        Contractual VMS (arrangements with)
        
        Administered VMS (exerting control)
      - Traditional distribution (manu / wholes / retail / cons.)
  - - - Process Design
        
        Understanding the design factors (Slack et al. 2019)
        
        Volume
        
        Variety
        
        Variation (in demand)
        
        Visibility
        
        Process Choice
        
        Service Considerations (Silvestro, 1999)
        
        Mass (high volume, through the system)
        
        Professional (low volume, high customisation)
        
        Service shops (inherent variability, slightly customised)
        
        Project (one-off's)
        
        Jobbing (low volume, tailored output)
        
        Batch
        
        Mass
        
        Continuous (usually highly automated)
        
        Layout choice
        
        Fixed position (take materials to site, create in situ)
        
        Functional (clustered for skills/ scheduling)
        
        Product (process sequence- minimal unnecessary travel)
        
        Hybrid and mixed
        
        Detailed design
        
        Cost-focused (minimise location & transportation)
        
        Revenue-focused (encourage customer spend more)
  - - - Public Relations
      - Sales promotions
      - Direct marketing
      - Advertising
      - Personal selling
      - Digital marketing
      - Sponsorship
    - - Goal
      - Size & location of audience
      - Extent of message control
      - Financial resources
      - Audiences' preferences & behaviours
      - Competitors activities
      - Media cost
    - - Communication techniques
      - Audience-centred
      - Engagement
    - - Cognitive (being absorbed)
      - Relational (feeling connected)
      - Behavioural (feeling involved)
    - - Technical (accuracy of coding)
      - Semantic (accuracy of decoding)
      - Effectiveness (intended response)
      - Noise (disruption)
- - - - Mission; "The master strategy" (Richards, 1978, p.204 in OU p.12)
        
        Specific
        
        Customer focussed
        
        SWOT
        
        Achievable
        
        Adaptable
      - Values
        
        Guide behaviour
        
        Corporate beliefs
        
        Specific modes of conduct
      - Vision
        
        Heritage
        
        Leaders
        
        Opportunities & Threats
        
        Resources
        
        Competencies
  - - - Information
        
        Market Research
        
        Process
        
        Research planning
        
        Exploratory research
        
        Refining the research design
        
        Collect primary data
        
        Analysis & Interpretation
        
        Report findings
        
        Considerations
        
        Resources
        
        Restricted
        
        Internet
        
        Secondary
        
        Informal
        
        Observing competitors
        
        Bias
        
        Ethics
        
        Wording
        
        Cold callers / nuisance/ scams
        
        Privacy
        
        Prevent harm
        
        Distortion
        
        Misuse
        
        Legislation
        
        MRS' Code of Conduct
        
        ICO
        
        GDPR
        
        Data
        
        Quantitative #01
        
        Organisational records
        
        Marketing Intelligence
        
        Marketing research
        
        Primary
        
        Secondary
        
        Qualitative #abc
        
        Segmentation
  - - - Operations Strategy
        
        Focussed by:
        
        Market segment
        
        Specific performance objective
        
        Volume
        
        Technology speciality
        
        Decision making (Walley, 2017)
        
        Capacity & Facilities
        
        Supply Chain development
        
        Technology
        
        Workforce
        
        Market Influence Model (OU, 2020)
        
        Operations Performance Requirements
        
        Dependability
        
        Flexibility
        
        Quality
        
        Speed
        
        Sustainability (eco)
        
        Cost
        
        Market Reconciliation Model (Slack & Lewis, 2002)
        
        Market influence
        
        Competence & capabilities
        
        Entrepreneurial vision
  - - - Strategic Window (Abell, 1978 in OU p.14)
    - - Competence
      - Efficiency
    - - Needs
      - Technology
      - Legislation & Regulation
      - Channel
      - Economy
      - Finances
        
        Raising Finance
        
        Working Capital Management
        
        Retained earnings
        
        Bank facilities
        
        Overdrafts
        
        Bilateral (single bank)
        
        Syndicated (multiple)
        
        Leasing
        
        Finance (lessee's risk)
        
        Operating (lessor's risk)
        
        Equity finance
        
        Shares
        
        Share warrants (right to obtain shares at 'Strike price')
        
        Ordinary (share of profits, voting, no auto dividends)
        
        Preference (fixed dividends, limited voting)
        
        Venture capital
        
        Angel investors (e.g Dragons Den)
        
        Private Equity (non public issue)
        
        Peer to Peer (e.g. lending club)
        
        Lender-agnostic Marketplace (e.g. Fundera)
        
        Debt factoring
        
        Recourse
        
        Non-recourse
      - Redefined market
        
        Competitors
        
        Product
- - - - Macro (national / international)
      - Micro (firm specific)