Philips lunch town pdf download

In addition, Phillips boasts many architecturally elaborate libraries that not only hold copious amounts of books, but also act as great studying spaces. However, whenever you are in the mood for a more dynamic activity, there are a number of different parks, athletic fields, and golf courses that you can visit. In addition, however, you will also find the locations of the nearest airports.

Detailed online map of Phillips, Wisconsin. Satellite map - street map and area map. Travelling to Phillips, Wisconsin? External marketing is marketing directed at people outside the company. Internal marketing is the task of hiring, training, and motivating able employees who want to serve the customers well.

In fact, internal marketing must precede external marketing. Master marketing companies invert the chart. Profitability The ultimate purpose of the marketing concept is to help organizations achieve their objectives.

In the case of private firms, the major objective is profit; in the case of nonprofit and public organizations, it is surviving and attracting enough funds. A company makes money by satisfying customer needs better than its competitors.

These are 1. Sales Decline: When Sales fall, companies panic and look for answers. Today newspapers decline as people are more replying on Radio, TV and Internet for the news 2. Slow Growth: Slow sales growth leads companies to search for new markets. They realize they need marketing skills to identify and select new opportunities 3. Changing buying patterns: Many companies operate in markets characterized by rapidly changing customer wants.

These companies need more marketing knowhow if they are to track buyers changing values 4. Increasing Competition: Complacent industries may be suddenly attacked by powerful competitors.

Companies in deregulated industries all find it necessary to build up marketing expertise 5. Increasing Marketing Expenditures: Companies may find their expenditures for advertising, Sales, Promotion, marketing Research and Customer Service to be poorly done.

Management then decides to take a serious audit to improve its marketing Companies need to attract and retain customers through superior product offerings, which delivers the Customer satisfaction. Resistance is especially strong in the industries where Marketing is introduced for the first time-like law offices, colleges, deregulated industries and government offices.

But in spite of resistance the Company president establishes a Marketing department, marketing talents are hired and seminars conducted, Marketing budget increased and Marketing planning and Control systems introduced.

It calls for social and Ethical considerations in marketing. They must balance the conflicting criteria of Company profits, consumer want satisfaction and Public Interest. How Businesses and Marketing are Changing? They perceive fewer Brand Loyalty and Product differences. They can obtain Extensive Product information from the Internet and other sources and shop intelligently.

Brand manufacturers are facing intense competition from domestic and foreign brands, rising promotion costs and shrinking profits. Store based retailers are suffering from an over saturation of retailing. Small retailers are succumbing to growing power of Giant retailers and category killers. Store based retailers are suffering from competition from catalog houses, Direct mail firms, TV direct to customer ads, Telemarketing, Tele-shopping etc.

Company Response and Adjustments Here are some current trends 1. Reengineering: Focusing on Functional departments to reorganize the key business processes, each managed by multidiscipline teams 2. Outsourcing: From making everything inside to buying more goods and services outside, to obtain them cheaper and better.

Few companies are outsourcing everything making them Virtual companies owning very few assets and therefore extraordinary rates of return 3. E-Commerce: Making all products available on the Internet. Customers can now shop online from different vendors, have access to a lot of Pricing and Quality and Variety information. Benchmarking: Adopting the best practices of World Class performers 5. Alliances: Network of partners 6.

Partner-Suppliers: From many suppliers to a few reliable suppliers who work more closely in Partnership relationships with the company 7. Market-Centred: From organized around the product to organized around the Market segment 8. Global and Local: From being local to being Globally local and locally Global 9. Decentralized: More intrepreneurship at the local level Marketer responses and adjustments: 1.

The rule 2. Customer Lifetime value: From making a profit on each sale to making Profits by managing Customer Lifetime value. Customer Share: From focusing on gaining on Market Share to focusing on gaining Customer Mindshare by selling a large variety of goods and services, training employees to do Cross-selling and Up-selling 4.

Target Marketing: From selling to everyone to serving better well defined market segments 5. Individualization: From selling the same offer in the same way in the target market to individualization and Customization. Customers designing their own products on the web pages and all 6. Integrated Marketing Communication: From relying on one communication tool like advertising and Promotion to blending several tools to deliver a consistent brand image to customers at every brand contact 8.

Channels as Partners: From thinking of intermediaries as Customers to treating them as Partners in delivering value 9. Every Employee as a Marketer Four methods of tracking customer satisfaction: 1. Feedback and Suggestion Forms 2.

Customer Surveys 3. Ghost shopping 4. Processes — The trick lies in overcoming the problems posed by departmental organization. The successful companies are those which achieve excellent capabilities in managing core business process through cross — functional teams.

Core processes here could be new-prod development, customer attraction, order fulfillment, etc Resources — The major businesses are nowadays trying to own and nurture only their respective core resources and competences, while out sourcing the rest of the processes. Companies are paying increasing focus on their core competences and distinctive capabilities.

One should go in for outsourcing, if through outsourcing, 1. If resources are less critical Core competence has 3 characteristics 1. Difficult for competitors to imitate 2. Source of competitive advantage if it makes significant contribution to perceived customer benefits 3. Potential breadth of application to a wide variety of markets Set strategies to satisfy key stakeholders Stakeholders By improving critical biz processes Processes And aligning resources and organization Resources and Organisation Organization and Organizational Culture — According to the article Built to Last, there are 3 commonalities amongst the visionary companies — 1.

They all held a core value system from which they did not deviate 2. They expressed their purpose in enlightened terms 3. They have developed a vision for their future and they strive towards it. They communicated it to their employees and embrace a higher purpose beyond making money Senior mgmt must encourage fresh ideas from 3 grps wrt strategy making a. Employees with youthful perspectives b.

Lead generation — to generate leads, the company develops ads and places them in media that will reach new prospects; its sales person participate in trade shows where they might find new leads and so on. All this produces a list of suspects. Lead qualification — the next task is to qualify which of the suspects are really good prospects, and this is done by interviewing them, checking for there financials, and so on. The prospects may be graded as hot warm and cool.

The sales people first contact the hot prospects and work on account conversion, which involves making presentations, answering objections and negotiating final terms. Computing cost of lost customers — Too many companies suffer from high customer churn namely they gain new customer only to lose many of them.

Today companies must pay closer attention to their customer defection rate the rate at which they lose customer. The steps involved here are 1.

A company must define and measure retention rate 2. The company must distinguish the causes of customer attrition and identify those that can be managed better. Not much can be done for customer who leave the region or go out of business but much can be done about the customer who leaves because of poor service shoddy products or high prices.

The company needs to examine the percentages of customer who defect for these reasons. Third, the company needs to estimate how much profit it loses when it loses customer. In case of an individual customer the lost profit is equal to the customers lifetime value that is the present value of the profit stream that the company would have realized if the customer had not defected prematurely.

Fourth the company needs to figure out how much it would cost to reduce the defection rate. As long as the cost is less than the lost profit the company should spend the amount to reduce the defection rate. The key to customer retention is customer satisfaction. Acquiring new customers costs 5 times more than retaining old ones 2. Customer profit rates tend to increase over the lifetime of the customer.

The two ways of retaining a customer would be — 1. To erect high switching costs customers are less inclined to switch to another supplier when this would involve high capital costs, high search costs, or loss of loyal customer discounts.

Deliver high customer satisfaction Relationship marketing — The task of creating strong customer loyalty is called Relationship Marketing. There might be defections from any of these levels, in which case, relationship marketing works on customer win-back strategies. There are 5 different types of levels of investment in customer relationship marketing — 1. Basic marketing : the sales person simply sells the product 2. Reactive marketing: the salesperson sells the product and encourages the customer to call if he or she has questions comments or complaints.

Accountable marketing: the salesperson phones the customer a short time after the sales to check whether the product is meeting the expectation. Proactive marketing: the company salesperson contacts the customer from time to time with suggestion about the improved product uses or helpful new products. Partnership marketing: the company works continuously with the customer to discover ways to perform better. There are also certain marketing tools which can be used for added customer satisfaction — 1.

Adding financial benefits - through frequency marketing programs and club marketing programs. Club membership programs to bond the customer closer to the company can be open to everyone who purchases the product or service, such as frequent flier or frequent diner club, or it can be limited to the affinity group. Adding social benefits — developing more social bonds with the customer; help make brand communities; etc.

Adding structural ties — Supplying customers with special equipment or computer linkages to help them manage their payrolls, inventory, etc.

Customer profitability the ultimate test Ultimately, marketing is the art of attracting and retaining profitable customers. The largest customers who are yielding the most profit. The largest customers demand considerable service and receive the deepest discounts.

The smallest customers pay full price and receive minimal service, but the costs of transacting with small customers reduce their profitability. The mid size customers receive good service and pay nearly full price and are often the most profitable. A company should not pursue and satisfy all customers. Implementing Total Quality Management TQM is an organization wide approach to continuously improving the organizations processes, products and services. This is because higher levels of quality support higher prices while delivering high satisfaction at lower costs.

Quality is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs. Conformance quality is satisfied if all the units deliver the expected quality. Performance quality, however, is different in that it is based upon the grade. A Mercedes and Hyundai may both deliver Conformance Quality, but Mercedes can be said to deliver higher Performance quality. The main responsibilities of a Marketing Manager are — 1. They must participate in formulating strategies and policies designed to give company total quality.

They must deliver marketing quality aside production quality. Communicate these requirements to the product designers 3. Ensure customer is trained enough to use the product well 5. Ensure after sales service and satisfaction 6. Get improvement suggestions from the customers, convey them to respective depts. Formulating a game plan for each of its businesses to achieve long-term objectives.

Strategic Planning is done in 4 levels — 1. Corporate Strategic Plan — It decides what resources to allocate to which business and what businesses to diversify into 2. SBU Plan — 4. Defining corporate mission 2. Establishing SBU 3. Assigning resources to each SBU 4. Planning new businesses, downsizing older ones Defining the Corporate Mission — A good mission statement provides employees with a shared sense of purpose, direction and opportunity.

A good mission statement has 3 characteristics — 1. They focus on a limited number of goals 2. They stress on major policies and values the company wants to honor 3. They define the major competitive scope within which the company will operate. Some of such scopes are : industry scope, products scope, geographical scope, etc Establishing SBUs — Companies should define business units in terms of needs, not products.

A business can de defined in terms of three dimensions — Customer groups, Customer needs and Technology. Characteristics of an SBU are — 1. It is independent in terms of the policies it needs 2. The area of the circle denotes the volume of the business. Question marks 2. Stars 3. Cash cows 4. Dogs After plotting the matrix, the company can judge the health of its portfolio and can take one of the following 4 actions to determine the budget to assign to each SBU— 1.

Build — to increase market share, at the expense of short-term earnings, if necessary. Done on dogs 2. Hold — to preserve market share. Done on cash cows 3. Harvest — to increase short term flow, regardless of long-term effect. This generally diminishes the value of the SBU. Done so that the costs are reduced at a faster rate than the fall in sales. Done on losing cash cows, dogs and question marks 4.

Divest — to liquidate the business. For each business the two dimensions are calculated after setting the values for the parameters under each of the two, and then using their weightage. The 9 cells are divided into 3 zones — 1. Divest or harvest these. Planning new Businesses, Downsizing old ones — The company can try one the following 3 strategies to increase its business — 1. Intensive growth — a review of whether any opportunities exist for improving the existing business performance.

Diversification growth — Exploiting opportunities in new businesses. Business Mission — Each business unit needs to come up with a mission within the broader company mission. Further, they need to trace trends in these factors then identify which can be their opportunities and weaknesses. A marketing opportunity is an area of buyer need in which a company can perform profitably.

A threat is a challenge posed by an unfavorable trend which, in absence of marketing action would lead to fall in profitability. A company needs to chalk out a strategy for dealing with these threats. Goal Formulation Goals are developed to facilitate the management in planning, implementation and control of achieving the targets.

Most businesses pursue a variety of objectives, which should ideally meet the following criteria - the objectives must be placed hierarchically, in decreasing order of priorities - they should be stated quantitatively - the goals should be realistic - the goals should be consistent with each other 4. Strategic formulation Strategy is the roadmap for achieving the envisaged goals. Such businesses require to be good at engineering, purchasing, manufacturing and distribution.

A disadvantage of this strategy is that some other company will eventually emerge with still lower costs. Differentiation — here a business aims at achieving superior performance in an important customer area valued by a large chunk of the market. It could strive to be the service leader, the quality leader, the style leader or technology leader. Focus — Here a firm concentrates on one or more narrow market segments. It first identifies such a segment and then pursues either cost leadership or differentiation in them.

Strategic Alliances Companies are discovering that to achieve leadership they need to form strategic alliances with domestic or multinational companies that complement or leverage their capabilities and resources.

Product or service alliance — one company licenses the other to produce its product, or two companies jointly market their complementary product or a new product. Pricing collaboration — one more companies join in a special pricing collaboration. Program formulation After developing the principal strategies, companies must work out detailed supporting programs for them. After formulating the marketing programs, the costs and benefit scenario is calculated.

Activity Based Costing should be applied to each program to determine whether the benefits form it outdo the costs. Implementation For the implementation of strategy, McKinsey has come up with a 7-S framework. The implementation part of this framework consists of - Style : employees should share a common way of thinking and behaving - Skills : these should be in consonance with the strategy - Staff : includes hiring able people, training them and then assigning them to the right jobs - Shared values: employees should share the same guiding values.

Feedback and Control A firm needs to constantly track and monitor new developments in the internal and external environment. For when the marketplace changes, the company will have to rethink the implementations, programs, strategies, or even objectives. But such a sequence could only exist where the supplier calls the shots. In the value delivery sequence there are 3 parts 1.

The marketing process consists of analyzing markets, researching and selecting markets, designing marketing strategies, planning marketing programs and organizing, implementing and controlling the marketing effort.

Analyzing market opportunities — A company should identify long term opportunities given its core competences and market experience. This needs reliable market research and information systems. Both, the Macro environment, consisting of demographic, socio-cultural, economic, technological, etc forces; and the Microenvironment, consisting of suppliers, marketing intermediaries, customers and competitors should be considered.

A way to do it is to divide the market into many segments and evaluate the segments to find which segment serves the company best. Developing marketing strategies — After deciding upon the product the company shall have to decide upon the product positioning, then initiate the product development, testing and launching. Also the strategy for the different life stages of the product: introduction, growth, maturity and decline have to be decided.

Planning marketing programs — It consists of deciding upon the following 1. Marketing expenditure — allotting the budget to meeting the marketing objectives, and amongst the products, channels, promotion media and sales areas, and in the marketing mix.

Marketing mix- Product — Price — the company has to decide upon the wholesale, retail pricing, discounts to be offered, allowances, etc.

Place — identify, recruit marketing facilitators to supply the products and service to the target market. Promotion — Managing the marketing effort — This final step includes organizing the marketing resources and then implementing and controlling the marketing plan. Three types of controls may be deployed — 1. Annual plan control — ensures whether the company is meeting the projections of current sales and profits. Profitability control — manages the task of measuring the actual profitability of products, customer groups, trade channels and order sizes; and that of different marketing activities.

Sales dept prepare invoices and transmits copies to various departments. Out of stock items are back ordered. Shipped items are accompanied by shipping to various depts. Most of these are being automated lately. Marketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment. Steps taken to improve quality of marketing intelligence: 1 Train and motivate sales force 2 Motivate distributors, retailers and other intermediaries 3 Learn about competitors by purchasing products, tradeshows 4 Setup customer advisory panel of largest or important customers 5 purchase information from outside suppliers like AC neilsen 6 Establish marketing information center to collect marketing intelligence Marketing Research is the systematic design and collection, analysis and reporting of data and findings to a specific marketing situation facing the company.

Eg: field service firm does only interviews. Marketing research process Define a problem and research objectives Develop the research plan Collect the information Analyze the information Present the findings The Marketing Research Process Step 1: Define the Problem and Research Objectives Management must not define a problem too broadly or too narrowly.

Not all research projects can be specific. Some research is exploratory- its goal is to shed light on the real nature of the problem and to suggest possible solutions or new ideas.

Some research is causal- its purpose is to test a cause-and-effect relationship. For example, would passengers make more calls if the phone were located next to their seat rather than in the aisle near the lavatory? Step 2: Develop the Research Plan This stage calls for developing the most efficient plan for gathering the needed information. The cost of the research plan must be known before it is approved. Designing a research plan calls for decisions on the data sources, research approaches, research instruments, sampling plan, and contact methods.

Data Sources The researcher can gather secondary data, primary data, or both. Secondary data are data that were collected for another purpose and already exist somewhere.

Primary data are data gathered for a specific purpose or for a specific research project. Primary data is costly while secondary data provide a starting point for research and offer the advantages of low cost and ready availability.

The WWW is a powerful source of secondary data and can provide information on associations, business information, government information, international information.

When the needed data do not exist or are outdated, inaccurate, incomplete, or unreliable, the researcher will have to collect primary data. Primary data can be collected by individual and group interviews. A customer or prospect database is an organized collection of comprehensive data about individual customers, prospects, or suspects that is current, accessible, and actionable for marketing purposes such as lead generation, lead qualification, sale of a product or service, or maintenance of customer relationships.

Data warehousing and data mining techniques are becoming increasingly popular. Companies are using data mining, a set of methods that extracts patterns from large masses of data organized in what is called a data warehouse.

But data mining and data warehousing come with a heavy cost. Research Approaches Primary data can be collected in the following five ways: Observational research: Fresh data can be gathered by observing the relevant actors and settings. The American Airlines researchers might meander around airports, airlines offices, and travel agencies to hear how travelers talk about the different carriers.

This exploratory research might yield some useful hypotheses about how travelers choose air carriers. Focus-group research: A focus group is a gathering of six to ten people who are invited to spend a few hours with a skilled moderator to discuss a product, service, organization, or other marketing entity. This is a useful exploratory step.

With the development of the WWW, many companies are now conducting on-line focus groups. Survey research: Surveys are best suited for descriptive research. Behavioral data: Customers leave traces of their purchasing behavior in store scanning data, catalog purchase records, and customer databases.

Much can be learned by analyzing this data. Experimental research: This is most scientific and captures cause-and-effect relationships. Respondents are asked to identify with the other and fill in the empty balloon. Thematic Apperception Test TAT A picture is presented and respondents are asked to make up a story about what they think is happening or may happen in the picture. Galvanometers measure the interests emotions aroused by exposure to a specific ad or picture.

An audiometer is attached to TV sets in participating homes when the set is on and to which channel it is tuned. A tachistoscope may also help. This is continuation of STEP 2 : Develop the research plan Sampling plan after deciding on the research approach , the marketer researcher needs to draw up a sampling plan. For this he needs to make 3 decisions 1. However technology computers etc are making things easier and enhancing the process of data collection and analysis.

User icon An illustration of a person's head and chest. Sign up Log in. Web icon An illustration of a computer application window Wayback Machine Texts icon An illustration of an open book. Books Video icon An illustration of two cells of a film strip. Video Audio icon An illustration of an audio speaker. In Edmonton even the restaurants yearn to be somewhere far away, but Matthew Wong was there, in its nowhereness.

As for many immigrant families from warmer climes, this unlikely city was where his devoted parents happened to find a second foothold in their adopted country, a chance created by necessity and happenstance.

For those three years, periods of intense productivity in Edmonton were reclusive lulls in his frenetic and supercharged march through the art world, wherever his paintings were exhibited. Fox, whose military dads moved them away very early on. It was the childhood home of k. Matthew Wong would have gone up and down that valley, crossing the North Saskatchewan River, every early morning on his way to his studio.

Matthew Wong he found in Edmonton at least the tranquility he needed to work. Unpeopled painted at home, on the road, and in the studio. He spoke of the compulsion glimpses of Edmonton appear in his paintings from — its empty parks to finish each of his paintings in a single sitting, and talked of them always in the twilight Into the Night, ; its birch forests Look, the Moon, ; as process, rather than subject matter.

Standing before paintings he finished its generic skyline Solitude, ; its single, straight highway to the airport years ago, he could recall every stroke and mark as if he had placed them just Untitled, , Landscape of Memory, His studio was located in one of moments before. At a panel discussion at the Whitney, he talked about painting south side. He started in photography, began to draw in ink, painted gesturally you tried to paint in solitude?

Later, he returned to photography, by way of his friends.