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Chapter 7
7-3
7-4
Inside-Out Process
Customer Order Fulfillment Pricing Purchasing Customer Service Delivery New Product / Service
Development Strategy Development
Exhibit 7-1
7-5
EXPANSION
COMMITMENT
7-6
Order Planning
Order Generation
Order Scheduling
Postal Service
Manufacturing
Transformation Financial Management Integrated Logistics
7-7
Exhibit 7-2
MARKETING
FINANCE
Exhibit 7-3
7-8
LEVEL THE BUDGET AND COMPENSATION PLAYING FIELD THAT SUPPORTS MARKETING EFFORTS
SALES
PRODUCT DEVELOPMENT
MARCOMM
MARKETING RESEARCH
Exhibit 7-4
7-10
Engineering
Engineering Rep Purchasing Agent Purchasing
Manufacturing
Shipping
3 SHARED INTERPRETATION
Marketing Research Sales and Service Feedback Environmental Scanning Competitive Intelligence Accounting Systems Information Systems Experiments Benchmarking Joint Venture Lead Customers Organizational Memory
To: Marketing Management Senior Management Manufacturing Engineering and R&D Finance
Exhibit 7-7
7-12
COGNITIVE MAPPING
Finding links of cause and effect through exploring beliefs and assumptions Research that tests cognitive maps A time and space that is set aside for sharing and learning through experiments, simulations, models and role playing Getting knowledge from partners, consultants, seminars, and competitors.
7-13
COGNITIVE MAPSMAP 1
Example: FedEx-Kinkos
Observation
More competitors means less business per store
Observation
Observation
Kinkos stores compete with each other when located in the same city because of free delivery service
Exhibit 7-8
7-14
Observation
Each store has signage or advertising
Assumption
More stores mean more awareness
Observation
Higher awareness means more business
Exhibit 7-8
Conclusion 2 =
Have more stores in a city
7-15
FINANCE AND ACCOUNTING SKILLS helps communicate with other managers and make better decisions QUESTIONING AND LISTENING helps understand needs of others NEGOTIATION helps resolve conflicts ANALYTICAL SKILLS helps apply meaning to numbers
7-16