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BLOCK 3 Building long-term success success - 50 - Coggle…
BLOCK 3
Building long-term success
CRISIS MANAGEMENT
Internally generated issues – brand sabotage
Managing crises and issues
2 Acknowledge the problem
3 Formulate a response
1 Assess the incident
4 Implement the response
Externally generated crises
EMPLOYMENT
RELATIONS
Human resource management (HRM)
Employee inclusion
Flexible working
Employee participation
Empowerment era
Types of negotiation
QUALITY
Cost of quality
Quality assurance and quality control
Quality management
Quality systems
Quality and business sustainability
MEASURING SUCCESS
Key marketing measures
Market share
Number of new products
Awareness
Relative price
Gross margin
Customer dissatisfaction
Sales
Customer satisfaction
Profit/profitability
Distribution/availability
Other measures of
marketing success
Brand equity
Customer equity
MARKETING
Relationship marketing
Types of relationships
Ladder of loyalty
Supporter
Client
Advocate
Purchaser
Partner
Prospect
Service-dominant logic
Commitment, trust, customer orientation
and communication
Customer value and customer
satisfaction
Customer loyalty
Benefits of relationship marketing
Retaining customers provides profit over the customer lifetime
It is more cost-effective to retain than replenish customers
Internal marketing
Critical service interactions
Unfair customers
Internal marketing communication
The role and impact of staff
Types of employees
Brand agnostics
Brand cynics
Brand champions
Brand saboteurs
The benefits
of internal marketing
Provides a focus for staff’s diverse organisational roles and
activities
Supports relationship building with customers
Enables staff to feed back information to the organisation and
contribute ideas to improve customer-orientation
Helps promoting a coherent brand identity
THE POLITICS
OF BUSINESS
Analysing the
political context
Stakeholder analysis:
the power vs. interest matrix
Managing the
political context
Hartley and Fletcher’s
political astuteness
framework
1 Personal skills
2 Interpersonal skills
3 Reading people and situations
4 Building alignment and
alliances
5 Strategic direction and
scanning
Understanding
the political context
Organisational perspective
Societal perspective