Develop Retail Profiles


This will require an understanding of:

  • Types of outlets that sell the product
  • The type of consumers they cater to and the expectations of the consumer. This includes customer needs that the retail outlet is fulfilling, the factors influencing the consumers to choose a particular outlet, and the extent to which they patronize the outlets.
  • The behavior of the retailer with respect to displays, inventory, etc.

These profiles will help the marketer identify the type of outlets that would be catering to the target segment identified in the marketing strategy or the outlets that would suit their positioning strategy.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

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Business Marketing Management


Many large firms that produce goods such as steel, production equipment, or computer-memory chips cater exclusively to business market consumers and never directly interact with their ultimate consumers. Other firms participate in both the consumer goods and the business markets. The introduction of laser printers and personal computers brought Hewlett-Packard, historically a business-to-business marketer, into the consumer market. Conversely, lagging consumer markets prompted Sony Corporation to expand to the business market by introducing office automation products. Both companies had to reorient their marketing strategies dramatically because of the significant differences between the buying behavior exhibited in the consumer versus the business markets.

 Products like cellular phones, office furniture, personal computers, and software are purchased in both the consumer and the business markets. What distinguishes business marketing from consumer goods marketing is the intended use of the product as we all intended consumer. Sometimes the products are identical, but a fundamentally different marketing approach is needed to reach the organizational buyer.

 My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

Organizational Compassion


Although little, if anything can be done to avoid certain disasters, fortunately, there is something that leaders and managers can do to help everyone involved return to business as usual. Specifically, company officials should create an environment in which people can express their emotions in which they can do something to alleviate their own and others’ suffering. In other words, they should express organizational compassion.

 

To be as compassionate as possible, organizational officials should pay attention to the four dimensions: greater scope, more generous scale, more rapid speed, and greater specialization of response are indications of an organization’ compassion competence. This is important insofar as it helps employees heal emotionally when times are tough. For example, an organization would show compassion when it (1) treats an ill employee by doing lots of things to help, such as sending flowers, delivering meals, providing financial support, helping with child care, and so on (broad scope); (2) does these things generously, such as providing the amount of help needed as opposed to only limited amounts (extensive scale); (3) acts quickly, such as by leaping into action to provide help right away (rapid speed); and (4) specializes its action, such as by catering to the unique needs of this particular sick individual instead of offering a fixed, standard package of benefits (greater specialization).

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight