Organization Management 2023-2024

• Strategic marketing


  Deals with the direction of your business growth in relation to your competition and the brand image necessary to advance your market position. Uses long-term plans.
• Tactical marketing


  Consists of planning the actual activities that improve your competitive position and convey your brand image. Uses short-term plans.
• Strategic Process


  1. Create company mission

  2. Establish business objectives and goals

  3. Create products and services

  4. Develop strategic and tactical marketing strategies and plans
• Marketing Environment


  A combination of internal and external environmental forces and factors that influences the business operation of a business and its ability to serve its customers
• Microenvironment


  • Environment which is in direct contact with the business organization and can affect the routine activities of business straight away. Associated with a small area in which the firm functions. A collection of all the forces that are close to the firm. Can influence the performance and day to day operations of the company, but for the short term only.
• Microenvironment elements


  • Suppliers
  • Competitors
  • Organization/Company
  • Customers/Consumers
  • Marketing Intermediaries
• Macroenvironment


  • Factors over which a business doesn't have control of and affect its ability to serve its customers.
• Macroenvironment elements


  • Demographic
  • Economic
  • Natural
  • Technological
  • Political
  • Cultural
• Demographic


  The study of populations
• Economic


  Factors that influence consumer buying habits and the company's performance
• Natural


  Refers to both the location a business operates and the place it sources any natural resources it needs
• Technological


  Technological equipment and innovative practices and products. Can alter the behavior of a market.
• Political


  Alter the behavior of a market
• Cultural


  Refers to the way local communities interact with each other and your brand
• Social refers to the way companies and consumers respond to social experiences
• Micro environment


  Nearby environment, under which the firm operates
• Macro environment


  General environment, that can affect the working of all business enterprises
• Basis for comparison


  • Micro environment
  • Macro environment
• Marketing Research


  The process of gathering, analyzing, and interpreting information about a market, about a product or service to be offered for sale in that market, and about the past, present and potential customers for the product or service
• Sources of data


  • Secondary data
  • Primary data
• Secondary data


  Data that was previously collected for a different purpose besides the research at hand. Collected by another individual or organization.
• Primary data


  Information that you collect specifically for the purpose of your research project. Tailored to your research needs but expensive to obtain.
• Research Process


  1. Defining Problem/Opportunity

  2. Developing a Research Plan

  3. Collect Relevant Data & Information

  4. Analyze Data and Report Findings

  5. Taking Action
• Developing a Research Plan


  • Identifying what information is required, allocating resources, and developing a Research Design (choosing research method and data sources)
• Collect Relevant Data & Information


  • Executing the Research Plan, reviewing existing research and data, and further collecting new data (both primary and secondary)
• Analyze Data and Report Findings


  • Transforming collected data into useful and presentable information for managers and other decision-makers. Organizing key-findings and conducting analysis by people keenly aware of the business' inner workings.
• Taking Action


  • Involves using the research findings to inform business decisions and strategies.
• Marketing Research Process


  1. Collect Relevant Data & Information

  2. Analyze Data and Report Findings

  3. Taking Action
• Collect Relevant Data & Information


  Involves executing the Research Plan, reviewing any available existing research and data related to the objective, and further collecting new data. It is ideal to collect both Primary and Secondary data to ensure relevant and insightful information that is reliable and objective.
• Analyze Data and Report Findings


  Involves transforming collected data into useful and presentable information for managers and other decision-makers of the business to carefully examine and interpret the results. Any key-findings of the research should be organized and given priority to show its importance, and the analysis should be conducted by people keenly aware of the business' inner workings as they are most likely to identify any significant insights of the research that could contribute in developing an effective strategy for the method.
• Taking Action


  Involves evaluating possible options, developing effective Marketing Strategies, and executing them based on the analysis results. it is ideal that Marketing Research is regularly conducted to make sure the business does not stagnate or fall off.
• Consumer Market


  A consumer market is a system where customers buy products and services for consumption or sharing with others rather than for reselling. Most of the products in this market are consumer needs for daily lives. A consumer market allows individuals to purchase products and services.
• Consumer Buying Behavior


  Purchasing behaviors are the total of a consumer's attitudes, preferences, intention, and decisions regarding their behavior in the marketplace when buying a product or service
• Consumer Buying Process


  1. Problem recognition

  2. Information search

  3. Alternatives evaluation

  4. Purchase decision

  5. Post-purchase evaluation
• Business Market


  A business market is a method a company uses to sell products or services to a specific group of consumers. Typically, business markets facilitate sales from one business to another in cases where one business plans to reuse or resell another company's products or services.
• Types of Business Markets

  • Business-to-consumer market
  • Business-to-business market
  • Industrial market
  • Services market
  • Professional services market
• Business-to-consumer market


  A business-to-consumer market involves businesses advertising products directly to customers for purchase. The business-to-consumer market is usually identified as the biggest type of business market, as it caters to the largest group of potential consumers.
• Business-to-business market


  Companies that use business-to-business markets advertise and sell their goods or services to other businesses instead of marketing directly to consumers. Products and services sold in a business-to-business market are often reused or resold by the company that purchases them and sometimes function as materials for manufacturing new products.
• Industrial market


  Most companies that use an industrial market advertise and sell their goods and services to other companies rather than immediately to consumers. This is because industrial products and services are typically most useful to companies that can reuse them to complete other projects and are not usually ideal for personal use by individuals.
• Services market


  A services market refers to when a business advertises and sells services instead of products. Businesses that operate in a services market can also function in a business-to-business market if they sell their services primarily to businesses or a business-to-consumer market if they more frequently sell directly to customers.