Organisational Culture & Committees Flashcards
Research & Development: Research can be of 3 types:
- Pure (New scientific or technical knowledge)
- Applied (specific practical aim or application)
- Development (Use of existing scientific or technical knowledge to produce new products or systems
There are 2 categories of R&D:
- Product research (‘offer’ to the market)
2. Process research (The way or efficiency with which products are made)
The 4 aspects of process research:
- Processes (crucial in service industries)
- Productivity (saves money & time)
- Planning
- Quality mangement
R&D should be closely coordinated with…
…marketing
Customer needs - vital input to new product development
The purchasing mix is: (4)
- Quantity
- Quality
- Price
- Delivery
Purchasing is…
…the acquisition of material resources and business services for use by the organisation
Importance of purchasing: (3)
- Cost
- Quality
- Strategy
Purchasing manager’s responsibilities include: (7)
- Inputs for production
- Inputs for administration
- Cost control
- Liaison with R&D
- Supplier management
- Obtaining information (Availability, quality, prices, etc)
- Maintaining inventory levels
Professionalism & effectiveness of the purchasing function does 3 things:
- Best value for money
- Meeting quality targets
- Minimises inventory-holding costs
Service is…
…any activity of benefit that 1 party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product.
The nature of service: (4)
- Intangibility
- Inseparability
- Variability
- Ownership
Implications of service provision: (4)
- Poor service on 1 occasion = widespread distrust
- Complexity
- Pricing
- HR Management
Dimensions of Service Operations: Determinants (10)
- Tangibles (Fixtures and fittings)
- Reliability
- Responsiveness
- Communication (Non-technical language!)
- Credibility
- Security
- Competence
- Courtesy
- Understanding customers’ needs
- Access (Queuing systems)
Marketing is…
…the management process which identifies, anticipates and satisfies customer needs profitably
4 Roles of Marketing:
- Sales support
- Marketing communications
- Operational marketing
- Strategic marketing
Operational marketing activities include: (6)
- Research & analysis
- Contributing to strategy and marketing planning
- Managing brands
- Implementing marketing programs
- Measuring effectiveness
- Managing marketing teams
Marketing orientations towards customers: (4)
- Production orientation
- Product orientation
- Sales orientation
- Marketing orientation
Marketing mix is…
…the set of controllable variables and their levels that an organisation uses to influence the target market
…the 4 P’s are product, price, place and promotion
Product issues include: (8)
- Design
- Features
- Quality & reliability
- Packaging
- Safety
- Ecological friendliness
- What it does
- Image
There are 3 distinctions in products:
- Product class (cars, washing machines)
- Product form (Hearses, 4x4, hatchbacks)
- Brand or make (Nissan, Vauxhall, Rover)
Product life cycle includes 5 stages:
- Introduction
- Growth
- Maturity
- Decline
- Senility
Place issues include: (2)
- Outlets (Intermediaries / direct)
2. Logistics (Warehouses, storage & transport)
Promotion is intended to stimulate customers through 4 behavioural stages:
- Awareness
- Interest
- Desire
- Action