Marketing Systems And Structures. Essay

3027 words - 12 pages

IntroductionThe question that will be focused on in this paper is whether the main functions of the University involve the full implementation of the marketing concept and by definition focus on consumer satisfaction as the overriding goal. This is reflected in the marketing mix of product, price, place, promotion, people, process and physical evidence. (Booms & Bitner, 1981). This paper will endeavour to asses the current level of customer focus and the implications of those findings.The Marketing ConceptWhat do we mean by customer focus or customer centrality within an organisation and what are the benefits of such an approach. The marketing concept proposes that companies achieve their profit and other objectives by satisfying (even delighting) customers (Day, 1984). The marketing concept places the customer as the central figure and has a long and distinguished lineage, widely acknowledged as the cornerstone of the marketing discipline (Kotler & Levy, 1969). The value placed upon the marketing concept stems from its perceived ability to define the benchmarks against which marketing can be judged, measuring this by market share and profitability. To apply the marketing concept in practice we see high-performance organisations do well under this criteria and low-performance organisations scoreing poorly against the marketing concept criteria (Brownlie & Saren, 1992).To apply the concept three conditions should be met.1) Company activity should be focused upon providing customer satisfaction rather than, for example product convenience. For a large organisations such as the University the range of 'potential' customer needs is so large that the choice of what to provide strongly limits development direction (Brownlie & Saren, 1992). By definition, such choices must be made on the basis of several criteria other than the consumer e.g. expertise, resources, qualified staff, strategic objectives, existing experiences and related sources of income generation. In product development the introduction of new courses is often driven by the expertise of he academics and in many cases the customers would have no idea of the range of courses that could be constructed from their knowledge and innovative and non-traditional courses may have failed to be developed based on a purely customer satisfaction response or feedback.2) The achievement of the customer satisfaction requires an integrated effort. The responsibility for the implementation of the concept lies not just within the marketing department. The belief that customer needs are central to the operation of a company should run right through production, finance, research and development and other departments. While this is perceived by the majority of staff at the University other strategic objectives and non-customer external forces dominate in the development, delivery, price, promotion and place of delivery. Although integrated effort is perceived highly across the University this...

Find Another Essay On Marketing Systems and Structures.

Project Management Organizational Structures Paper

966 words - 4 pages performance to all involved in the project. Functional organization, Pure Project organization, and Matrix organization are the three most popular project management structures that are still used today due to their success.REFERENCESKerzner, H. (200). Project management: A systems approach to planning, scheduling, andcontrolling (10th ed.). Hoboken, NJ: Wiley.Meredith, J. R. (2012). Project Management: A managerial approach (8th Ed.).Hoboken, NJ

Project Management Organizational Structures Paper

966 words - 4 pages performance to all involved in the project. Functional organization, Pure Project organization, and Matrix organization are the three most popular project management structures that are still used today due to their success.REFERENCESKerzner, H. (200). Project management: A systems approach to planning, scheduling, andcontrolling (10th ed.). Hoboken, NJ: Wiley.Meredith, J. R. (2012). Project Management: A managerial approach (8th Ed.).Hoboken, NJ

Project Management Organizational Structures Paper

533 words - 2 pages Project Management Organizational Structures PaperProject Management - MGT/437IntroductionAt the start of every project, it is important to select the organization structure. There are three organizational structures the functional, matrix, and pure project structures. Each structure has its advantages and disadvantages. All three are differenet and when it comes to structuring a project the project managers is in charge of deciding which

Achiving Project Goal Simulation

533 words - 2 pages Project Management Organizational Structures PaperProject Management - MGT/437IntroductionAt the start of every project, it is important to select the organization structure. There are three organizational structures the functional, matrix, and pure project structures. Each structure has its advantages and disadvantages. All three are differenet and when it comes to structuring a project the project managers is in charge of deciding which

International Marketing

959 words - 4 pages International Marketing Explain the stages that are typically taken by a firm moving from a domestic business to an international? Domestic Marketing: involves the company manipulating a series of controllable variables such as price, advertising, distribution and the product in a largely uncontrollable external environment that is made up of different economic structures, competitors, cultural values and legal infrastructure within

theory and Practice in management - UA MBA - report

1141 words - 5 pages is ? an intended purpose. ? Brings people together with similar expertise. ? Most organizations have numerous functions with major functions such as marketing & sales, operations (production), human resources, finance and the knowledge function. Flat Functional Structure - typical of manufacturing organizations, with large spans of control and a small number of people manage the work of many operatives. Tall Structures ? each manager has

Organizational Structure

648 words - 3 pages with goals and take corrective action. International reporting systems require information feedback for financial, personnel, production, and marketing variables. Problems in less developed countries with management information systems (MIS) include operating in extreme uncertainty where government information is filtered or fabricated, data is limited, employees who aren't accustomed to sophisticated information generation, analysis, and

E-Marketing

556 words - 3 pages Word count including in-text citations = 500. Introduction Technology advance has provided an opportunity for businesses to operate and reach their customers through electronic platforms giving rise to new business, commerce and marketing systems including e-business, e-commerce, e-marketing and mobile commerce. However, the terms are mostly confused and used interchangeably hence the objective of this discussion being to differentiate them

online mktg

705 words - 3 pages get Internauts to visit the page. Making your page a good place to visit is the best Internet advertisement. Internet marketing is considered to be broad in scope because it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media. Digital customer data and electronic customer relationship management (ECRM) systems are also often grouped together under internet marketing. Internet marketing

MkIS support for the marketing

5538 words - 22 pages MkIS support for the marketing management process: perceived improvements for marketing management Type of Article: Survey Evaluates which information included in Marketing Information Systems (MkIS) has been important in providing support for the marketing management process. Also analyses what improvements in marketing and sales have been realized by implementing MkIS to support the marketing management process. Furthermore, investigates, in

Organisations

831 words - 3 pages Organisations Objective: To understand the basic concepts of organisational structure as they appear on/affect ICT systems. What is an organisation? An organisation is a collection of human and non human resources that are brought together in order to fulfill a designated purpose. 1. Supermarket 2. School 3. Shop 4. Large commercial enterprise 5. Small informally structured non commercial group – green peace In some

Similar Essays

Technology And Marketing Information Systems For Endless Sound Company (Imaginary Company)

600 words - 3 pages diagram that shows the steps to follow and how to follow them. Each step has an in-depth explanation on the proper way to do it. It has good information on marketing and the proper ways to market products.Website: http://www.ziffdavis.com/audiences/overview?kc=ZMGL10408KTX1B0000724The bloodhound website shows a few different internet sites to market on. There are several different ways to market products on the internet. The internet has seven

Peanut Butter Essay

6836 words - 27 pages -1970Period of Differentiation. As marketing thought became expanded, new concepts took on substantial identity as significant components of the total structure of thought. Among them were such elements as managerialism, holism, environmentalism, systems, and internationalism.1970Period of Socialization. Social issues and marketing became much more important, as the influence not of society upon marketing, but of marketing upon society became a focus

Stronger Integration Between Management Accounting And Marketing

848 words - 3 pages changes that markets have faced since ’70. Its development has led to new information needs and new key figures in the organizational structures of many organizations. The shift from an approach “production oriented” to a “marketing oriented” one (Kotler 2006) is the proof of new critical variables, not really taken into consideration before. The considerable attention paid to the relations with single clusters of customers and, sometimes, with single

How Target Marketing Is Performed Essay

1308 words - 6 pages Changes in marketing concepts and practices due to the marketing activities that have become more diverse involving several functional areas and several external factors, for example, globalization, technology, fierce competition and complexity in customer demand (Gok & Hacioglu, 2009). As a result of the increasing in diversity of marketing activities had made marketing, which is the process of communicating the values between products or