netrashetty
Netra Shetty
Boise Cascade Holdings, LLC, which uses the trade name Boise, is an American pulp and paper company, ranked as the thirteenth largest forest products company in the world. It is composed of the assets sold off when the publicly-traded Boise Cascade Corporation renamed itself OfficeMax Inc. (after acquiring the company of the same name in 2003).
In order to improve the quality and speed of service production, players in the service industry tend to isolate or separate the different supporting activities or the back-room activities that are vital in order to complete the service operation but are not visible to the customers. However, the said strategy is not always applicable for all companies or players in the service industry. It will be dependent on the marketing strategy being employed by a certain firm.
McDonald’s will be one of the most important cases which will be associated with isolating supporting activities to backrooms. As part of its marketing strategy, McDonald’s brand promises about the efficiency and cleanliness of their facilities and procedures, particularly regarding the process of preparing food ordered by customers. This also focused on the aspect of franchising, especially because the company is facing problems regarding the standards of its franchises. Because of that, hiding their backroom activities will be against their promise, because it will be hard for the customers to know whether the restaurant that they visiting is following the standards of the restaurant. Furthermore, the promise of the company will not be convincing for the customers because they cannot see what is going on inside the backroom. Aside from that hiding the cooking and preparation of food in the backroom can also raise different issues about the cleanliness of the company, which can affect the brand image and meaning of the company that will affect its entire position and share in the market.
In that case, it will be important for McDonald’s to learn from the case of Sbarro, with an open kitchen installed, which enables the customers to watch the pizza-makers spinning pizza dough behind the counter, thus, enable the customers to see that the facilities used and processes applied are all based on high standards.
Market research is an essential part to launching and running a successful business. The official definition of market research can be described as the systematic collection and analysis of data regarding the prominent attributes of the market you are targeting. This information often includes data relating to consumer behavior, and competition.
Market research enables you to offer your products or services that are focused and targeted to the right consumers. When time is spent doing market research you will often avoid costly mistakes and minimize your financial risks when it comes to your marketing. When we take the time to understand the consumers we are marketing to we are enabled to communicate better and identify opportunities.
Market research can be categorized into two difference categories. They include:
Primary Research - Primary research is the collection of data that pertains to the monitoring of sales and marketing strategies through direct communication with consumers. Primary research is often used to gauge a company's progress after a product launch.
Secondary Research - Secondary research often includes data collection through the use of statistics that are already published. These statistics are collected and then analyzed. Secondary research is often less expensive and is ideal when it comes to targeting a particular segment before a product launch.
Market research offers the following important benefits to companies:
Gauges customer satisfaction
Devise more effective marketing strategies
Identify opportunities
Identify market potential
Minimizes the chances of loss or potential problems
Serve as an evaluation tool
Analyze competitors and create strategic plans to beat rivals
MEETING CUSTOMER NEEDS WHILE
MEETING ORGANIZATIONAL GOALS
Sometimes in the zeal to satisfy a customer's wants and needs, the marketing concept is construed to mean that the customer is always right. However, the marketing concept also states that it is important to meet organizational goals as well as satisfy customer wants and needs. Satisfying customer needs and organizational goals may involve conflicts that sometimes cannot be resolved. The organization that adopts the marketing concept will do everything in its power to meet the needs of its customers, but it must also make a profit. Sometimes the wants of the customers may include a low price or features that are not attainable for the organization if it is to make a profit. Consequently, the organization must hope for a compromise between what the consumer wants and what is practical for the business to provide.
CRITICISM OF THE MARKETING CONCEPT
Interpreted literally, the marketing concept only advocates discovering consumers' wants and needs and satisfying them. Critics assert that consumers may not be aware of all of their wants and needs. In the 1950s, were consumers aware of a need to cook their food by sending microwaves through their food? In the 1960s, were consumers aware of a need to have personal computers in their homes? Critics argue that the marketing concept's concentration on consumers' wants and needs stifle innovation. Organizations will no longer concentrate on research and development in hopes that one product in ten might meet with consumer acceptance, and will less likely come up with innovative products such as microwaves and personal computers.
Supporters of the marketing concept have contended that it does not stifle innovation and that it does recognize that consumers cannot conceive of every product that they may want or need. However, need is defined in a very broad sense. In the microwave and personal computer examples, the need was not for the specific product, but there was a need to cook food faster and a need for writing and calculating. The microwave and personal computer satisfied those needs though the consumer never imagined these products. The marketing concept does not stifle creativity and innovation. It seeks to encourage creativity to satisfy customer needs.
The marketing concept is a relative newcomer as a philosophy of doing business. However, its evolution started before the Industrial Revolution. As time progressed, customer and business needs also evolved. The product and selling philosophies eventually evolved into the marketing concept and philosophy. Today, the marketing concept and philosophy stands as a formula for doing business and many believe it is a prescription for success. It aims to satisfy customers by guiding the organization to meet the customers' needs and wants while meeting the organization's goals.
In order to improve the quality and speed of service production, players in the service industry tend to isolate or separate the different supporting activities or the back-room activities that are vital in order to complete the service operation but are not visible to the customers. However, the said strategy is not always applicable for all companies or players in the service industry. It will be dependent on the marketing strategy being employed by a certain firm.
McDonald’s will be one of the most important cases which will be associated with isolating supporting activities to backrooms. As part of its marketing strategy, McDonald’s brand promises about the efficiency and cleanliness of their facilities and procedures, particularly regarding the process of preparing food ordered by customers. This also focused on the aspect of franchising, especially because the company is facing problems regarding the standards of its franchises. Because of that, hiding their backroom activities will be against their promise, because it will be hard for the customers to know whether the restaurant that they visiting is following the standards of the restaurant. Furthermore, the promise of the company will not be convincing for the customers because they cannot see what is going on inside the backroom. Aside from that hiding the cooking and preparation of food in the backroom can also raise different issues about the cleanliness of the company, which can affect the brand image and meaning of the company that will affect its entire position and share in the market.
In that case, it will be important for McDonald’s to learn from the case of Sbarro, with an open kitchen installed, which enables the customers to watch the pizza-makers spinning pizza dough behind the counter, thus, enable the customers to see that the facilities used and processes applied are all based on high standards.
Market research is an essential part to launching and running a successful business. The official definition of market research can be described as the systematic collection and analysis of data regarding the prominent attributes of the market you are targeting. This information often includes data relating to consumer behavior, and competition.
Market research enables you to offer your products or services that are focused and targeted to the right consumers. When time is spent doing market research you will often avoid costly mistakes and minimize your financial risks when it comes to your marketing. When we take the time to understand the consumers we are marketing to we are enabled to communicate better and identify opportunities.
Market research can be categorized into two difference categories. They include:
Primary Research - Primary research is the collection of data that pertains to the monitoring of sales and marketing strategies through direct communication with consumers. Primary research is often used to gauge a company's progress after a product launch.
Secondary Research - Secondary research often includes data collection through the use of statistics that are already published. These statistics are collected and then analyzed. Secondary research is often less expensive and is ideal when it comes to targeting a particular segment before a product launch.
Market research offers the following important benefits to companies:
Gauges customer satisfaction
Devise more effective marketing strategies
Identify opportunities
Identify market potential
Minimizes the chances of loss or potential problems
Serve as an evaluation tool
Analyze competitors and create strategic plans to beat rivals
MEETING CUSTOMER NEEDS WHILE
MEETING ORGANIZATIONAL GOALS
Sometimes in the zeal to satisfy a customer's wants and needs, the marketing concept is construed to mean that the customer is always right. However, the marketing concept also states that it is important to meet organizational goals as well as satisfy customer wants and needs. Satisfying customer needs and organizational goals may involve conflicts that sometimes cannot be resolved. The organization that adopts the marketing concept will do everything in its power to meet the needs of its customers, but it must also make a profit. Sometimes the wants of the customers may include a low price or features that are not attainable for the organization if it is to make a profit. Consequently, the organization must hope for a compromise between what the consumer wants and what is practical for the business to provide.
CRITICISM OF THE MARKETING CONCEPT
Interpreted literally, the marketing concept only advocates discovering consumers' wants and needs and satisfying them. Critics assert that consumers may not be aware of all of their wants and needs. In the 1950s, were consumers aware of a need to cook their food by sending microwaves through their food? In the 1960s, were consumers aware of a need to have personal computers in their homes? Critics argue that the marketing concept's concentration on consumers' wants and needs stifle innovation. Organizations will no longer concentrate on research and development in hopes that one product in ten might meet with consumer acceptance, and will less likely come up with innovative products such as microwaves and personal computers.
Supporters of the marketing concept have contended that it does not stifle innovation and that it does recognize that consumers cannot conceive of every product that they may want or need. However, need is defined in a very broad sense. In the microwave and personal computer examples, the need was not for the specific product, but there was a need to cook food faster and a need for writing and calculating. The microwave and personal computer satisfied those needs though the consumer never imagined these products. The marketing concept does not stifle creativity and innovation. It seeks to encourage creativity to satisfy customer needs.
The marketing concept is a relative newcomer as a philosophy of doing business. However, its evolution started before the Industrial Revolution. As time progressed, customer and business needs also evolved. The product and selling philosophies eventually evolved into the marketing concept and philosophy. Today, the marketing concept and philosophy stands as a formula for doing business and many believe it is a prescription for success. It aims to satisfy customers by guiding the organization to meet the customers' needs and wants while meeting the organization's goals.