Extending the Product Life Cycle


Marketers usually try to extend each stage of the life cycles for their products as long as possible. They can often accomplish this goal if they take action early in the maturity stage. Product life cycles can stretch indefinitely as a result of decisions designed to increase the frequency of use by  current customers, increase the number of users for the product, find new uses, or charge package sizes, labels, or product quality.

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.

Advertisements

Availability of Warranties


In countries where consumer rights are protected, the seller makes the written warranty terms available to the prospective buyer before the sale. The text of the warranty is often displayed next to the product, or on the package in which the product is enclosed. Warranty terms can also be collected in notebooks in the department that sells the goods and may even be microfilmed, so long as the prospective buyer can readily use the microfilm reader. The maker of the warranty is required to make the text of the warranty available to sellers in forms that sellers can readily use, such as providing copies of the written warranty with each product, or on a tag, sticker, label, or other attachment to the product, or on a sign or poster. These warranty requirements also cover catalog and door-to-door sales.

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.

Determining Salary Range


Responsibilities and salary are always related. Once you have drawn up a list of job duties and responsibilities and have written a job description, determining a corresponding salary range should be easy.

Roughly speaking, all jobs can be sorted into three categories:

  1. Nonexempt jobs are those that involve performing prescribed, internal tasks and include little problem solving.
  2. Exempt jobs are those associated with supervising the performance of internal tasks and dealing with problems related to those tasks. These employees do not need to be overpaid overtime for extra hours. A good rule of thumb for determining whether a job is exempt is this: if you miss a day of work and someone else does your work for you during your absence, your job is probably nonexempt. But if you return to work and find your work waiting for you, you’re probably exempt.
  3. Management positions are those involving responsibility for addressing internal and external problems and programs, such as business objectives and challenges.

Avoid the temptation to inflate a job’s title by pasting the management label on a task-based job. People with management skills cost more money in the job market and are harder to hire. Let’s say you decide to speed up your company’s inefficient employee healthcare claims handling process by creating a new position: someone who will collect claim forms and coordinate with your insurance carrier. Don’t lose sight of the fact that you are hiring someone to perform a series of tasks, not to address a management problem. Advertise for a clerk or coordinator, not a manager.

Always establish the correct responsibility level and salary range for every opening you advertise. Doing so will provide consistency throughout your department and maintain internal equity in the structuring and compensation of jobs.

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.

Trademark


A trademark is a brand that has been given exclusive legal protection for both the brand name and the pictorial design. People are often impressed by certain brand names, even though they say they know there is no difference between brands in a given product category. For example, when someone who says that all aspirin is alike asks for an aspirin, put two bottles in front of him—one with Excedrin label and one labeled with an unknown brand. See which one he chooses. Most people choose the brand name even when they say there is no difference.

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.

Negligence


Negligence is a failure to use ordinary care in the performance of an action. Businesses have an implicit duty to use reasonable care in designing and creating the product, as well as, in informing consumers about any potential hazards associated with the product. Labels, salespersons’ claims, and advertisements must tell consumers what they need to know about the product to avoid using it in ways that could lead to personal injury.

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.

Statistical Analyses


The role of database is to help select names for modeling, implement the results of the modeling process by scoring names and assigning them to the appropriate decile, and selecting names by decile and other criteria for marketing programs. Most companies use statistical analysis for two principal reasons: a) segmentation, and b) predictive modeling.

Segmentation techniques are used to identify and profile groups of customers whose characteristics are similar. If the objective is to segment customers based on their performance, then the procedure is to group people according to their performance characteristics and then develop profiles of each performance group. Typical segmentation variables are performance measures such as recency, frequency, and monetary value of purchases; types of products purchased; or types of promotions responded to.

By linking this data with customer performance data, marketers can analyze who buys what and use the profiles of customers in each segment as a means of finding other customers like them.

Once the segments have been created, individual customers will be assigned to segments and these assignments will be recorded in the database. This makes subsequent selection of individuals for promotion based on the segmentation criteria relatively simple.

Predictive Modeling, based on previous purchase history, based on recency, frequency, and monetary value, models can be developed to predict who is most likely and least likely to purchase at the next opportunity. This scoring model would be used to determine who should be promoted and what they should be promoted with.

Once scoring models have been executed and customers assigned to deciles, this information is recorded in the database so that subsequent selection of customers who have the highest probability of responding to a promotion is easily accomplished.

End users would use a selection menu in which they would indicate which scoring model they wish to use and either a specific cutoff score or a desired number of names to select. The database would then perform the selection and produce an output file to the specific medium. This would either be a file, a magnetic tape, or mailing labels. A file could either be used for further analysis, or in many cases, the file could be combined with a patterned letter file to produce personalized mailings.

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.

ISO 9000 Certification


Organizations that achieve certain quality standards can apply for ISO 9000 certification. This is administered by independent third parties who check quality management methods. For this you must:

  • Say what you are going to do about quality—describing procedures, operations and inspections;
  • Show that you actually do work in this way;
  • Prove that work was done properly by doing audits and keeping records.

Some people think that ISO standards guarantee high product quality—if you see the label, the product must be good. But really, the standard only shows that an organization has a program of quality management, and that the product quality is consistent and reliable. The quality need not necessarily be good. A manufacturer of metal bearings, for example, will specify the tolerance on the diameter of a bearing; ISO certification means that the bearings will be within this tolerance, but it does not judge whether the tolerance is good enough for any intended use.

There are five separate parts to the ISO 9000 standards:

a)      ISO 9000 defines quality, gives a series of standards an organization might aim for and guides you through the other parts of the series.

b)      ISO 9001 is used by companies whose customers expect them to design and make special products—it deals with the whole range of TQM, from initial product design and development, through to procedures for testing final products and services.

c)      ISO 9002 is used by companies who make standard products—it concentrates on the actual process, and how to document quality.

d)     ISO 9003 deals with final product inspection and testing procedures.

e)      ISO 9004 is a guide to overall quality management and related systems, and says what you should do to develop and maintain quality.

ISO 9000 and 9004 are guides for setting up quality management programs; ISO 9001 and 9002 are the main standards; and ISO 9003 describes some aspects of quality control. These standards are flexible enough to use in almost any organization.

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.

Previous Older Entries