Chapter 5 - Strategic networks and platforms Flashcards
Whats a strategic network?
Collection of different organisations that are seperate in legal terms but which work collectively to try to achieve long term strategic advantage
What is a strategic platform?
Means by which transfer of goods or services between provider and consumer can take place
What is a supply chain?
Encompasses all activies and information flows necessary for the transformation of goods from the origin of the raw material to when the product is finally consumed or discarded
What is a pull model?
Customers use electronic connections to pull whatever they need out of the system
What is a push model?
Customers are the source of profits, they are at the end of chain
What is a supplier strategy likely to take into account?
Sources
Number of suppliers
Cost, quality and speed of delivery
Make or buy and outsourcing
What should a service level agreement include?
explanation of service to be provided
Targets to be used
Expected response time
Expected time to recover
Procedure for dealing with complaints
Information and reporting procedures to be adopted
Procedures for cancelling contract
What is e-sourcing?
Electronic methods for finding new suppliers and establishing contracts
What is e-payment?
Includes tools such as electronic invoicing and electronic fund transfers
What is EDI?
Electronic Data Interchange - links systems to those of its suppliers
What is disintermediation?
Buy supplies online directly from an earlier stage in the supply chain which could help the business save money
What are the main features of industrial buyers?
Motivation
Influence of individual or group
General organisational influences
Reciprocal buying
Purchasing procedures
Size of purchases
Derived demand
What is Payne’s six market model?
Helps organisation understand who it needs to market to
6 markets:
1. Customer markets
2. Referral markets
3. Supplier markets
4. Recruitment markets
5. Influence markets
6. Internal markets
What does relationship marketing focus on?
Concentrates on retention and loyalty
Considerable customer commitment
Considerable customer contact
Emphasis on quality service
Focus on building long-term relationships
Importance of customer benefits
What are some examples of e-marketing?
Search engine marketing
Online PR
Online Partnerships
Interactive adverts
Opt-in e-mail
Viral marketing
What is CRM?
Customer Relationship Management
Culture where emphasis is placed on the interfaces between entity and customers
What are the four stages of a marketing audit?
- Define market
- Determine performance differentials
- Profile strategies of competitors
- Determine strategic planning structure
What are the benefits of an extranet?
Information sharing in a secure environment
Cost reduction
Order processing and distribution
Improved customer service
