Channel Evaluation


Channel evaluation is a multidimensional construct and includes both performance measures of the channel and measures of contribution to consumers by th channel. These measures of channel performance have been grouped under three main dimensions also known as 3Es, i.e., Effectiveness, Efficiency, and Equity. Effectiveness is further subdivided into delivery and stimulation.

  • Delivery is defined as a short term measure of how well the channel meets the demand for service outputs placed on it by the consumption sector.
  • Stimulation is defined as a long term, goal oriented measure of how well the channel member stimulate latent demand to reach optimum levels of demand.

Efficiency is further subdivided into productivity and profitability:

  • Productivity is defined as the efficiency with which output is generated from resources and inputs used. In essence, productivity is a measure of physical efficiency.
  • Profitability is a general measure of financial efficiency of channel member, in terms of return on investment, liquidity, leverage, growth patterns in sales and profits, growth potential in sales and profits, market share, average inventory maintained, etc.

Equity is the extent to which marketing channels serve problem-ridden markets and market segments, such a disadvantaged or geographically isolated consumers.

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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Quality or Excellence?


The question is what is the organization trying to accomplish? Is it striving for quality, or excellence or both? Quality and excellence are two different terms. Quality is an absolute state—in the control of total quality management, quality is conformance to requirements, doing things according to standards. Excellence is a relative term, to put it simply, it is being better than others. It requires comparison. So it can be said that quality is built in, while excellence is designed. If the goal is quality, it means individuals will be assessed on whether they meet the established standards. It is assumed that they possess the minimum competencies. If the goal is to achieve excellence, individuals will be assessed on their competence levels based on a continuous evaluation scale. Hence when evaluating for excellence, it would be necessary to compare the relative competence between two employees in addition to measuring their competence against the standards scale.

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.

Not-for-Profit Marketing


Non-for-Profit organizations encounter a special set of characteristics that influence their marketing activities. Like profit making firms, not-for-profit organizations may market tangible goods and/or intangible services. One important distinction exists between not-for-profit organizations and profit oriented companies. Profit-seeking businesses tend to focus their marketing on just one public—their customers. Not-for-profit organizations, however, must often market to multiple publics, which complicates decision-making regarding the correct markets to target. Many deal with at least two major publics—their clients and their sponsors—and often many other publics, as well. Political candidates, for example, target both voters and campaign contributors. A college targets prospective students as clients of its marketing program, but it also markets to current students, parents of students, alumni, faculty, staff, local businesses, and local government agencies.

A second distinguishing characteristic of not-for-profit marketing is that a customer or service user may wield less control over the organization’s destiny than would be true for customers of a profit-seeking firm. A government employee may be  far more concerned with the opinion of a member of the legislature’s appropriations committee than with that of a service user. Not-for-profit organizations also often possess some degree of monopoly power in a given geographic area.

Perhaps the most commonly noted feature of the non-profit-organization is its lack of a bottom line—business jargon referring to the overall profitability measure of performance. Profit-seeking firms measure profitability in terms of sales and revenues. While not-for-profit organizations may attempt to maximize their return from specific services, they usually substitute less exact goals, such as service-level standards, for overall evaluation criteria. As a result, it is often difficult to set marketing objectives that are aligned specifically with overall organizational goals.

A typical aspect of a non-for-profit organization is the lack of a clear organizational structure. Not-for-profit organizations often respond to constituencies that they serve, but these usually are less exact than, for example, the stockholders of a profit-oriented corporation. Not-for-profit organizations often have multiple organizational structures.

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.

Going Global


As we wade through the second decade of 21st Century, globalization is affecting almost every industry and every individual throughout the world. Traditional marketers who decide to take their firms global may do so because they already have strong domestic market shares and/or their target market is too saturated to offer any substantial growth. Sometimes, by evaluating key indicators of the marketing environment, marketers can move toward globalization at an optimal time. A critical task facing international marketers is developing strategies for successfully entering new foreign markets. Most large firms already participate a global commerce, and many small businesses recognize the need to investigate whether to market their products overseas. It is not an easy step to take, requiring careful evaluation and preparation.

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.

Effective Brainstorming


  • Choose the topic of discussion.
  • Select a team for brainstorming.
  • Choose a facilitator to monitor the process.
  • Select the type of brainstorming exercise.
  • Ensure everyone knows the rules.
  • Define problem clearly.
  • Give enough time for thought process.
  • Ensure everyone participates.
  • Keep a relaxed atmosphere.
  • Generate as many ideas as possible.
  • Motivate participants to think.
  • Don’t allow discussion and evaluation.
  • Every idea is to be recorded.
  • Evaluate and finalize.

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.

Market Sales Potential and Profitability


An essential activity in opportunity evaluation is the determination of market sales potential and profitability. Estimating market’s sales potential for offerings is a difficult task even for a seasoned marketing executive. Markets and offerings can be defined in numerous ways that can lead to different estimates of market size and dollar sales potential. For innovative offerings or new markets, marketing analysts must often rely almost entirely on judgment and creativity when estimating market sales potential. Therefore, it is understandable that market sales potential estimates very greatly for high definition television  (HDTV) and hybrid (gasoline and battery powered) automobiles. The underlying technology for both offerings is still evolving as is the physical form. In such dynamic settings, measures for identifying prospective market segments are uncertain.

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.

 

Purchase Decision Process


The act of buying is a significant part of everyone’s life. It is such a routine activity that we rarely consider in detail the mental process involved in product purchases. Just what are the steps in the purchase decision? Buyers usually pass through five stage process when they buy a good or service:

  1. Stage 1: Problem Recognition. The buyer recognizes a need, desire, or problem. The marketer tries to determine which needs, desires, or problems stimulate the buyer to begin the purchase process.
  2. Stage 2: Information Search. The buyer collects information about purchase alternatives. The successful marketer knows the sources of buyer information and their relative importance to the buyer.
  3. Stage 3: Alternative Evaluation. The buyer evaluates purchase alternatives in light of various criteria. Since these criteria may differ in each purchase decision, the marketer determines which criteria are appropriate to that decision.
  4. Step 4: Purchase Decision. The buyer selects a product from among the purchase alternatives. Up to this point, the marketer has done as much as possible to influence the buyer to buy his or her product.
  5. Stage 5: Outcome. The buyer experiences some degree of satisfaction with the purchase decision. Knowledge of this satisfaction is crucial to the marketer.

Only when this decision process is understood can an effective marketing program developed. This analysis of the decision process in five distinct stages draws attention to the fact that the buying process begins before the purchase decision is made.

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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