世界行銷講座之新時(shí)代營(yíng)銷決策(編輯修改稿)
2025-03-28 07:09 本頁面
【文章內(nèi)容簡(jiǎn)介】 has been hampered by a lack of consensus on what it means to be “green” 9 Marketing: Real People, Real Decisions Serving Society and Community ? Cause marketing: a marketing strategy in which an anization serves its munity by promoting and supporting a worthy cause or by allying itself with a notforprofit anization to tackle a social problem. ? Consumers will respond to this if they believe the anization to be sincere. ? Cultural diversity: a management practice that actively seeks to include people of different sexes, races, ethnic groups, and religions in anization’s employees, customers, suppliers, and distribution channel partners. 10 Marketing: Real People, Real Decisions A Focus on Quality ? Quality: The level of performance, reliability, features, safety, cost, or other product characteristics that consumers expect to satisfy their needs and wants. ? The National Quality Institute surveys customers and panies on quality issues. ? Total Quality Management (TQM): a management philosophy that focuses on satisfying customers through empowering employees to be an active part of continuous quality improvement. ? ISO 9000: criteria developed by the International Standards Organization (ISO) to regulate product quality internationally. ? The ISO 9000 program is administered in Canada by the Standards Council of Canada. 11 Marketing: Real People, Real Decisions The Internal Business Environment ? The internal environment of the anization includes its resources and petencies. ? Corporate culture: the set of values, norms, and beliefs that are held by an anization’s managers and that influence that behavior of everyone in the anization. ? Organizational culture will vary in its attitude towards risk taking, as well as individuality and creativity. ? Organizations will also vary in their attitude towards the pursuit of profits versus satisfying the needs of stakeholders, such as employees, customers, suppliers, and the public. 12 Marketing: Real People, Real Decisions The Internal Business Environment ? Publics: groups of people including suppliers, channel intermediaries, customers, employees, shareholders, financial institutions, government, the media, and public interest groups that have an interest in an anization. ? Competition within an industry can bee destructive as intensity builds, as seen in the battle for the long distance market since deregulation of this industry. ? In the long run, nobody wins in a price war. Who wins in the short run?
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