2. LOGO
Contents
Marketing Concept
Segmentation & MR
Positioning
Promotion
Product development & Innovation
Pricing
Knowledge Plan
3. LOGO
Marketing Concept
Achievement of organizational goals is best fulfilled
through understanding the needs of customers and acting
to deliver satisfaction superior to that available from the
competition.
Relationship marketing
building long-term customer loyalty.
requiring in-depth knowledge of customers’ behavior in
the purchase process.
4. LOGO
promotion
Knowledge-based
Marketing
CRM &
Service
Product
Development
Market
Research
Segmentation Pricing
Customer
Behavior
6. LOGO
Segmentation & MR
Possible benefits:
(a) by specialization, companies could stimulate greater
consumption and thereby market expansion
(b) if there are few competitors within a given segment,
promotional costs might be reduced
today’s market researchers have access to powerful
low cost computer data bases and easy-to-use
software tools such as Statistical Programming Social
Sciences (SPSS).
7. Knowledge requirements
in mass marketing
the knowledge to
implement the
functional managerial
processes associated
with the procurement,
production and
distribution of standard
LOGO
goods
www.themegallery.com
knowledge of market
conditions (customer
needs, behavior of
competitors)
two sources of
knowledge
8. LOGO
One-to-one marketing
By combining data processing capability with a wealth
of new data, large companies were placed in a position
to develop a very detailed understanding of the needs
and behavior patterns of individual customers.
10. LOGO
positioning
Four possible generic competitive advantage options
available to organizations:
Cost leadership
Differentiation
Focused cost leadership
Focused differentiation
12. Honda Company
The Honda company in trying to sustain a global position
by:
choosing the business strategy of ‘Small Is Smart’
using a manufacturing model which could be adopted
LOGO
in all major factories
defining a global standard layout for all main assembly
lines to maximize the benefits of knowledge sharing
encouraging a ‘challenging spirit’ within the workforce
13. LOGO
Redeploying Knowledge:
k lo
Daido Metals :
positioned to outperform competition in the areas of both
cost and quality.
relying heavily on acquiring knowledge from interactions
with one customer that can then be redeployed across
projects for other customers.
Keyence:
positioned as being the lowest cost provider of customized
products
working with multiple customers, analyzing each customer’s
needs and then developing a family of product sensors to
solve the customer problem
14. LOGO
market positioning and
the nature of the knowledge
Large firms tend to opt for reach because this
maximizes the number of customers who will receive
information that can influence purchase decisions
specialist firms tend to focus on contacting fewer
customers but delivering to each potential purchaser a
much more extensive volume of information.
E-commerce and appearance of new on-line
knowledge:
offering information about competitors.
15. large firms can compete more effectively because of
using the knowledge in:
Classifying customer into distinct groups based upon
LOGO
their purchase behavior
Modeling relationships between possible variables
such as age, income, location to determine which of
these influence purchase decisions
Clustering data into finite clusters that define specific
customer types
Use this knowledge to tailor products and other
aspects of the marketing mix
16. LOGO
Network-Based Positioning
sharing of knowledge and resources to achieve greater
scale in the execution of marketing processes is one of
the most common reasons for smaller firms to enter
into a partnership with other organizations.
19. Sources of knowledge shaping
in services
Explicit service
Implicit service
the customer’s previous exposure to the service
service providers need to monitor all of these contact
sources to understand their impact on existing and
potential customers.
LOGO
20. Service Gap Theory & SERVQUAL model
LOGO
The main objective: minimizing the gap between
customers’ desires and actual experience.
21. LOGO
CRM
Effective customer relationship management is
critically dependent upon having accurate and up-to-date
knowledge about customers.
The first step in gaining a deeper knowledge of
customer behavior is the construction of a customer
database.
24. LOGO
Data mining
selecting, exploring and modeling large amounts of
data to attempt to identify new patterns, correlations or
irregularities in the data sets using a range of statistical
analysis tools.
Techniques which are applied include:
cluster analysis (to identify groups of similar behaviors)
conjoint analysis (to identify preferences)
regression analysis (to explore patterns between
variables)
25. Data mining (Cont)
knowledge mining: abstraction and validation of data
from a diversity of company information sources
Technics: clustering, classification, value prediction,
association discovery, sequential pattern discovery and
time sequence discovery
data warehousing :storage of knowledge to support
LOGO
knowledge mining activities
26. LOGO
using knowledge to enhance
marketing activities
customer communications
access and customize information to fulfill the
knowledge needs of individual customers
analyzing customer buying patterns and then send a
personalized promotional message
27. LOGO
Customer Targeting
The advent of data warehousing and data mining is
now permitting firms to understand the behaviors of
individual customers. This permits the firm to analyze
the past and future profitability of individual customers
which in turn permits the marketer to implement highly
targeted, customized marketing campaigns.
28. LOGO
Relationship Programs
organizations have built systems whereby the
employee handling the contact has immediate access
to customer information which places them in a
position to respond immediately to the customer’s
needs.
proactive services: the database is used to identify a
potential need which a customer may have. Contact is
made to determine whether the customer is interested
in the additional service proposition.
30. Promotion is the marketing process for providing
customers with the knowledge that can influence their
purchase behavior.
Internal promotion: distributing information that permits
employees to have a deeper understanding of tasks
and job
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promotion
31. LOGO
promotional mix strategy
Advertising
Collateral promotion
Direct marketing
Personal selling
Public relations and publicity
Sales promotions
32. Feasible Alternatives for promotional activities
LOGO
To deliver knowledge to completely new target
customer groups.
To find an alternative approach to the delivery of
knowledge.
To identify a new method of using knowledge to guide
the purchase process.
To find an unconventional way of managing the flow of
knowledge provision within the market system.
33. The Internet and the communication mix
Customers will be able to use the internet to acquire
LOGO
comparative information.
enhance the volume of knowledge provision by
incorporating high-grade graphics with audio and
interactive capabilities.
upgrading web site technology
35. LOGO
Internal Electronic Promotion
internal knowledge sharing offers the following benefits:
Improving the quality of technical and non-technical
resolution of customer problems.
Ensuring greater consistency in the quality of services
delivered.
Increasing the frequency with which frontline staff can
resolve customer problems during the first time that the
customer makes contact.
Reducing the costs associated with resolving customer
problems.
41. LOGO
Accelerating the Innovation
Management Process
Using modern computer for accelerating time-to-market
Using computer aided design (CAD) for acquiring
knowledge for evaluation of prototypes
Using computer-aided manufacturing (CAM) systems
to provide knowledge for assessing the feasibility of
manufacturing a new product idea
42. LOGO
Critical factors in innovation
management
Involving the entire workforce in organizational
learning to ensure new ideas, knowledge and skills are
spread throughout the operation
seeking new knowledge about technological innovation
to incorporate latest scientific thinking into the
organization’s core knowledge base
43. Knowledge Management and R&D
associated with innovation, the most important area to
optimize knowledge management is R&D operations
the key aspect of knowledge management within the
R & D process are: creation, capture, retrieval and reuse
The first phase in the research process is to initiate
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discussion and review of available knowledge
45. LOGO
Pricing
Pricing decisions can dramatically impact sales
revenue
marketers need in-depth knowledge about customer
perceptions of prevailing prices and the influence of
price changes
To avoid on-line price competition firms must use the
for distributing additional knowledge to enhance
customer perceptions about product performance and
quality
46. LOGO
pricing strategies
premium pricing
penetration pricing
trusted supplier value pricing
skimming
Average pricing
Sale pricing
limited loyalty pricing
Economy pricing
48. The Influence of Knowledge on Pricing
The degree to which sellers and buyers have acquired
knowledge will have a major impact on the nature of the
pricing systems which are used in a market.
LOGO
Buyer–seller matrix
49. LOGO
Advent of the Internet
access knowledge rapidly on prices and features of
thousands of products
(www.pricescan.com and www.bottomdollar.com)
read about the purchasing experience of others can
acquire knowledge that was once accessible only to travel
agents
(www.travelocity.com and www.epinions.com )
50. Advent of the Internet (Cont)
the internet is so supportive of enhancing customer
knowledge because of:
permitting rapid access to a diverse range of
information sources and thus reducing purchase risk
enhancing the efficiency of the purchaser’s knowledge
LOGO
search
52. LOGO
marketing planning
the most important goal in the marketing planning
process is not the generation of a formal document
planning is an opportunity to use organizational
learning as the basis for reviewing recent events and
determining a future direction
53. LOGO
marketing planning (Cont)
the firm should seek to learn more about
the knowledge issues currently confronting the
organization
the direction in which the organization wishes to go in
relation to the future exploitation of knowledge
the selection of the most appropriate actions
associated with how to achieve specified future
knowledge management performance goals
55. The Resource-Based View of Knowledge
“Competition for the future is competition to create and
dominate emerging opportunities to stake out new
competitive space”
exploiting new and existing knowledge to understand
the probable nature of future market conditions and to
ensure the organization has acquired competencies
appropriate for achieving ongoing success
LOGO
56. Building a Knowledge Management
Resource Planning Matrix
Standard factors influence the degree to which customers
value knowledge:
Level of actual knowledge associated with the product
LOGO
or service being delivered to the customer.
Range of benefits offered by knowledge content
contained within the product or service
Price
57. Building a Knowledge Management
Resource Planning Matrix (Cont)
Role of knowledge content in fulfilling service quality
LOGO
expectations
Effectiveness with which knowledge is made available
to the customer
Relative knowledge provision capabilities of
competitors
www.themegallery.com
58. Building a Knowledge Management
Resource Planning Matrix
Standard factors influencing knowledge management
capabilities:
Cost of knowledge provision
Cost of knowledge acquisition and storage.
Impact of knowledge on employee productivity.
Cost of internal and external distribution of knowledge.
Cost of fixed assets required to support a knowledge
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management system.
60. Selecting Core Knowledge Competencies
opportunity for adding value comes from exploiting
knowledge across :
five core processes of inbound logistics, process
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operations, outbound logistics, marketing and
customer service
four support processes of management capability,
HRM practices, exploitation of technology and
procurement.
concentrate even more attention on optimizing those
core knowledge management competencies
associated with maximizing added value activities.
62. Issue Coverage in a
Knowledge Management Marketing Plan
1.Situation review
2.Strengths/weaknesses/opportunities/threats (SWOT)
analysis
3. Summary of key issues
4 Future objectives
5. Strategy to achieve objectives
6. Marketing mix for delivering strategy
7. Action plan
8. Financial forecasts
9. Control systems
LOGO
64. LOGO
KM Process Implementation
Recognition of
knowledge that can
contribute towards
improving current
marketing
operations
Using knowledge to
expand the
marketing operation
by entering new
markets or
acquiring new
customers
recognizing that
knowledge
management can
represent an
entirely new value
proposition for
customers
65. LOGO
The SABRE Story
Initially developed as an in-house product for the
company’s own use
the developers rapidly realized that the system could be
made more powerful by embedding data on competitors
into the system.
SABRE was spun off as an independent company to
offer the technology to the rest of the airline industry.
This new company which created as an electronic
platform is now valued at twice the value of the
originator, American Airlines.
66. KM Process Implementation
Progressing the organization from using knowledge to
upgrade current operations to the point where knowledge
is the source of new value propositions is not a simple
process:
1. Instilling across the entire organization the importance
of knowledge exploitation for achieving goals and
strategies
2. Seeking out mechanisms that enhance access to tacit
LOGO
knowledge
3. Developing search and retrieval tools to acquire
internal and external information
67. LOGO
KM Process Implementation
4. Promoting the importance of bringing creative
thinking into the problem resolution process.
5. Ensuring that new tacit and explicit learning is
captured in order that it can be reused.
6. Creating a culture which is supportive of the idea of
maximizing the degree to which employees seek and
share knowledge.
بازاریابی اطلاعات به بتگاهها فهماند که بجای تمرکز بر معاملات بر روی روابط بلندمدت با مشتریان تمرکز کنند. که این مستلزم کسب و استفاده از اطلاعات بود.
by acquiring a deeper understanding of variations in customer needs, companies could develop new products specifically aimed at satisfying different groups of customers.
positioned as a supplier of vehicles in the mass car market
choosing the business strategy of ‘Small Is Smart’ which reflects the goal of maintaining the flexibility and efficiency of a small company while operating as a large company in a global market
آخری یعنی کارمندان باید ذهن خود را به چالش بکشند و از منابعشان خود استقاده. در نتیحه بیشتر ایده ها از تحلیل های کارمندان برای انجام کارهای روزانه میاد
Daido Metals is one the three major suppliers of engine bearings to the Japanese car industry.
positioned to outperform competition in the areas of both cost and quality. To sustain this positioning the company relies heavily on acquiring knowledge from interactions with one customer that can then be redeployed across projects for other customers.
Keyence is a supplier of sensors for car plant automation projects.
The firm is positioned as being the lowest cost provider of customised products. In order to overcome cost obstacle the firm works with multiple customers, analysing each customer’s needs and then developing a family of product sensors to solve the customer problem,
البته الان بنگاههای بزرگ هم فهمیدند که بجای تولید یک محصول استاندارد به همه میتوانند با تمرکز بر نیازهای گروه خاصی از مشتریان محصولات بیشتری بدهند
.
اطلاهات مشتریان را از روی کارت اعتیاری و... درمیارن. در نتیجه مرزهای استراتژیک بین بزرگ و کوچک از بین رفته.برای کوچکنرها هم همینطور:یاد گرفتن که از طریق وب، بر کمبود منابع خود غلبه کنن
One can link together information on what pages they
visit, data provided to questions asked as they register to be considered as
customers, their e-mail address and data from their credit card.
خرده فروشان دیگر بطور میتونن با کوچکها رقابت چون توانایی و ظرفیت لازم برای شخصی کردن خدمات را دارند.
مورد آخری: Use this knowledge to tailor products and other aspects of the marketing mix such as promotional message or price to meet the specific needs of individual customers
Eleven Danish textile manufacturers which produce different products have formed a network called ‘CD-line’. While continuing to operate independently in their traditional markets, the firms pooled their knowledge to form a consortium to enter West Germany, marketing a complete range of image clothing for employees in large corporations such as banks and car makers.
Four Danish furniture companies which shared knowledge to design a new range of furniture for the Netherlands market and jointly resourced the opening of an export sales office to market the range in that country.
دو بعد در این شبکه ها مطرح است: به اشتراک گذاشتن دانش برای مدیریت فرایندهای مارکتینگ و 2. به اشتراک گذاشتن دانش برای اصلاح در آفرینگ محصول
1 Where sales of existing products to existing customers are increased by
a pooling of knowledge (for example, a group of small furniture manufacturers
creating a single sales force to represent all of their products
in the marketplace).
2 Where pooling of knowledge permits access to new customers for existing
products (for example, a group of cheese producers already distributing
their products through local retailers can now gain access to
national supermarket chains because together they can offer a full
range of cheeses from a single source).
3 Where sales of existing products can be increased by pooling of knowledge
to permit entry into a new market (for example, a group of component
manufacturers in the leisure craft industry pooling promotional
resources to develop new export markets).
4 Where pooling of knowledge permits offering of an enhanced product
to current customers (for example, a group of accountants drawing
upon their various areas of specialist expertise to offer a complete financial
management services portfolio to their clients).
5 Where pooling of knowledge leads to the creation of an enhanced product
proposition which can assist in gaining access to new customers (for
example, a group of specialist management trainers creating a ‘complete
training solution’ package which means they will now be considered as
viable potential suppliers to large, multinational corporations).
6 Where pooling of knowledge to enhance an existing product permits
entry into a new market (for example, a group of specialist computer
software designers, who normally work as subcontractors for system
provider firms, combining their skills to move into the systems provision
market).
7 Where pooling of knowledge permits the creation of a new product
marketed to existing customers (for example, a group of hotels creating
their own package holiday operation).
8 Where pooling of knowledge creates a new product for sale to new customers
in an existing market (for example, a group of fresh juice processors
who distribute their product through small retailers, developing a
new longer shelf-life product which means they can now market their
output to national retail chains).
9 Where pooling of knowledge leads to the development of a new product
to create access to new markets (for example, a group of civil engineering
firms each specialising in specific aspects of construction creating a
total project design and management system which permits them to
enter overseas markets offering a complete tourism infrastructure project
management capability).
اولی مستقیما از خود سرویس میاد. اما دومی عواملی مربوط به سرویس است که روی تحربه ای که از آن سرویس داشتیم تاثیرگذار است. در نتیجه برای ام آر باید شرکت نه فقط روی ارائه خود خدمت بلکه روب همه فرایند ایحاد کننده ی انتظار دقت کند.
بسازمان برای پر کردن هریک از شکافها نیاز به دانش دارد. کارمندان نیازمند ساپورت سیستمهای داخلی هستند برای دسترسی به اطلاهات. سارمانها از سیستمهای کامپیوتری استفاده میکنند برای افزایش سرعت دسترسی و تبادل
Gap 1 :exists between the customer’s expectations and the organization’s perceptions of customer need.
Gap 2: exists between the organization’s perceptions and the definition of appropriate standards for the quality of service to be delivered.
Gap 3: exists between the specified standards of service and the actual performance of the service provision process undertaken by the organization’s employees.
Gap 4: is the gap between actual service delivered, and the nature of the service promise made in any communications with the customer.
Gap 5: represents the overall gap between customer expectations and perceptions, created by the combined influence of gaps 1 through to 4.
پیشرفت در تکتولوژی کامپیوتر موجب آنالیز سریع و دقیق داده های مشتریان شده. در نتیجه میتوانند اطلاعات مشتریان را به دانشی تبدیل کنند که موجب روابط بلندمدت با مشتریان میشه.
در کسب و کارهای آنلایت بعنوان بخشی طبیعی از تعامل با مشتریان آنلاین ایجاد دیتا بیس راخت.
The advent of e-CRM technology being adopted by large firms has made them sufficiently close to customers to be effective at CRM. This technology, by blurring the strategic boundary between large and small firms, represents a major threat to the latter.
اینرنت هم موجب نزدیکتر شده رابطه با مشتریان شده و شرکتها بیش از پیش از داده های مشتریان استفاده میکنند برای شخصی سازی خدمات
acquisition of understanding comes from two sources of knowledge:
external knowledge which is made available through the promotional activities of the supplier or any intermediaries who might be involved in the product distribution process.
Internal knowledge comes from those sources which are beyond the direct control of supply chain members (for example prior product purchase experience; product experiences communicated by friends or relatives; recommendations made by colleagues at work).
دو اسلاید بعدی از جمله مزیتهای این اسلاید هستند
This advance has been made possible through the exploitation of large relational databases to support the provision of customer value-added services (Hu et al. 1998). The approach known as knowledge mining permits the abstraction and validation of data from a diversity of company information sources to support the provision of customer value-added services . Techniques utilised include clustering, classification, value prediction, association discovery, sequential pattern discovery and time sequence discovery.
The effective storage of knowledge to support knowledge mining activities is known as data warehousing.
a data warehouse does not create value. Instead value comes from using the available knowledge to enhance marketing activities such as customer communications. This is because businesses are more able to access and customize information to fulfill the knowledge needs of individual customers. Warehouses clearly offer benefit to firms involved in high intensity transaction markets. Thus on-line firms can use a warehouse to analyse customer buying patterns and then send a personalised promotional message
using the available knowledge to enhance marketing activities such as customer communications
access and customize information to fulfill the knowledge needs of individual customers
on-line firms can use a warehouse to analyze customer buying patterns and then send a personalized promotional message
The advent of the internet has greatly increased organizations’ abilities to provide both educational and product-specific knowledge to customers.
Promotion can be considered as all of the activities associated with the provision of knowledge about a product or service. The aim of these activities is to achieve the outcome that this knowledge convinces the customer to purchase the organisation’s output.
توضیح مورد دوم:
Internal promotion:distributing information that permits employees to have a deeper understanding of tasks and job roles inside their organization
Advertising which permits the delivery of a non-personalized message through the action of renting time and/or space within an advertising channel (for example, radio, television, cinema, newspapers, magazines and billboards).
• Collateral promotion which covers a variety of message delivery approaches including brochures, packaging, merchandising materials, logos/company information on delivery vehicles, layout of office areas where service providers have contact with the customer and the corporate clothing worn by company personnel.
• Direct marketing which exploits advances in technology to create an ever increasing portfolio of techniques to interact with individual customers for example, mail shots, tele-marketing, e-mail, fax, voice mail and internet home pages).
• Personal selling which involves a one-to-one, personalized interaction between the customer and the producer’s sales force (and/or the sale staff of intermediaries) within the marketing channel.
• Public relations and publicity which is constituted of a broad range of activities designed to promote the organization and/or the organization’s products (for example, an article about the organization in a trade magazine; sponsorship of a popular sporting event such as a round-the world yacht race).
• Sales promotions which involve activities that offer the customer some form of temporary, increased value (for example, a coupon good on next purchase; participation in a competition offering the chance to win an overseas holiday).
Furthermore most respondents have adopted the approach of adding the internet to the range of channel options being considered during the process of deciding which media mix offers the most cost effective approach for achieving the aims which have been specified for a promotional campaign.
Hence they will no longer require the services of a sales person to provide basic data about the relative merits of alternative propositions. Instead the role of the sales force becomes that of acting as a knowledge provider, assisting and guiding the customer to make the optimal purchase decision most suited to their specific needs
Most marketing practitioners do not see the internet as replacing other media. Instead most felt that it complements other knowledge provision channels such as television or magazine advertising.
An emerging solution which appears to be gaining in popularity is for major brands to seek to stimulate the creation of on-line communities constituted of their customers (McWilliam 2000). This they are achieving by the sponsorship of chat rooms either on their own web site or by acquiring space on a more universal site such as America Online.
The marketer must take care to ensure that the on-line consumer does not perceive the sponsor is attempting to manipulate the interactive dialogue which is occurring. They have found, however, that by acting to assist in threading conversations and hiring non-affiliated web masters to guide debates, it is possible to create brand sites where participants can be the recipients of knowledge that can assist in building stronger brand– consumer relationships.
A key objective in any promotional strategy is to ensure that all forms of communication are consistent and that information imparted is supportive of the desired overall company or brand image. The advent on intranets has been especially effective in assisting this aim
3- Reducing the frequency with which technical calls have to be referred to technical staff within the organization
4-Reducing the need to provide field services for visiting the customer on-site.
Firms must accept that products have a finite life cycle and hence survival is dependent upon continuous innovation. Product portfolios should regularly be evaluated.
Complex innovation can be frustrated by inadequate knowledge sharing among the development team members.
Firms must accept that products have a finite life cycle and hence survival is dependent upon continuous innovation. Product portfolios should regularly be evaluated.
Innovation, whether directed towards the development of new products or the ongoing improvement of existing product production processes, is possibly the most important activity within any firm. In a world where other firms are seeking to expand their market share, successful firms often can only stay ahead of the competition by exploiting new knowledge to offer improved products or processes that deliver new forms of added value to their customers.
1.دانش موجود برای بهبود فرآیند ها و محصول
2. دانش جدید ،
3. نیاز به سرمایه گذاری برای دانش نداره چون محصولاتش رشد می کنن
4. پر ریسکتر،اکثر منابع دانشی صرف تولید محصولات کارآفرینانه،جایگاه موقت، بعد به 3
The ultimate aim within the model is to progress from idea generation to launch only those products for which success is guaranteed. As the firm moves through the process, at each stage knowledge is acquired and evaluated about whether the product under development should be progressed or terminated. Costs associated with development increase at almost an exponential rate while the product is being progressed from idea stage through to market launch. Hence the earlier the firm acquires knowledge that suggests project termination, the greater will be the savings made.
As illustrated in Figure 8.5, the greater the firm’s knowledge of customer needs, the more probable it is that new ideas will be generated that offer the greatest potential for market success. Another possible success moderator is the degree to which the firm utilises knowledge about competition in the determination of new opportunities. In many markets, technological change can provide the opportunity to permit the development of radical new product forms. Hence as shown in Figure 8.5, the performance of the new product development team will also be greatly influenced by the firm’s R & D knowledge competence in identifying and exploiting new technological opportunities.
1.تولید دانش
منابع آن r&D و ...
Furthermore if the firm is willing to overcome reservations about project confidentiality, the firm can provide suppliers with knowledge about new product plans using real-time data links. These permit suppliers to remain totally informed about all new product projects as they progress from idea through to manufacture of early prototypes
By linking these systems to computer-aided manufacturing (CAM) systems, engineers can be provided with the knowledge needed to assess the feasibility of manufacturing a new product idea prior to construction of a new production line. دومی
دومی:There is emphasis on involving the entire workforce in organizational learning to ensure new ideas, knowledge and skills are spread throughout the operation.
سومی:seeking new knowledge about technological innovation from external of organization for incorporating latest scientific thinking into the organization’s core knowledge base.
Within all of the activities associated with innovation, the most important area to optimize knowledge management is an organization’s R & D operations
the key aspect of knowledge management within the R & D process is to ensure that knowledge flow extends beyond storage and retrieval to embrace creation, capture, retrieval and reuse. Knowledge sharing between R & D staff is also perceived as critical.
Knowledge sharing between R & D staff is critical.
Customers use price as a surrogate measurement of quality. The internet has caused customers to be able to gain more knowledge about prevailing prices. This can cause price wars.
The implications of this rule is that if a company fails to acquire adequate knowledge about the price preference of the majority of customers and, on the basis of internal operating costs and/or profit margin aspirations, sets a price that is significantly higher or much lower than that expected by customers, then the organisation should not be surprised to find their pricing decision may adversely impact overall sales volume.
premium pricing is based upon the use of a high price to communicate knowledge to the customer that they are being offered the highest possible level of product benefits.
Thirdly, offering a low price on a superior benefit proposition through trusted supplier value pricing usually involves the risk that the customer, applying the adage of ‘you get what you pay for’, is extremely suspicious about the validity of the benefit claim.
firms in this sector wishing to offer a high level of benefits at an average price through aggressive or penetration pricing will usually find that the information communicated by the lower than expected market price may lead to a certain degree of customer suspicion about the validity of the product benefit claim.
Thus a firm which wishes to build market share rapidly through penetration pricing will usually need to provide customers wit knowledge sufficient to explain why the price is below that normally expected for this level of product benefit. Typically this pricing strategy can be executed only in those market sectors where the supplier is able to inform the customer that if high volumes are purchased from the outset,
A skimming strategy involves the supplier exploiting the knowledge that customers are willing to pay a higher than average price for goods which offer only an average level of benefits.
Average pricing is used by firms which service the needs of the majority of customers seeking an average range of benefits from products purchased.
Sale pricing involves a lower than usual price on average benefit goods. To retain customer confidence over the benefit claim, sale pricing is usually a temporary phenomenon used by firms to stimulate a short term increase in sales. If the sale price is retained for an exceptionally long period, the supplier faces the risk that customers may begin to question the validity of the benefit claim being made for such goods. Those organisations that use this strategy usually can survive only if new buyers with minimal product knowledge enter the market segment to replace those customers who are lost after making just a single product purchase
. Similarly organizations offering few product benefits at an average price using limited loyalty pricing can survive only in those markets where customers who withdraw their loyalty after two or three purchases are regularly replaced by an influx of new, less knowledgeable, customers.
Economy pricing involves offering few product benefits at highly competitive prices. This proposition usually appeals to those customers whose purchase behaviour is a reflection of limited financial means. It can be an extremely successful market position, but the low margin/unit of sale does mean the supplier has to sustain a very high level of customer transactions in order to achieve an adequate overall profit
. When buyers are significantly more knowledgeable than sellers, the former can use this power to drive down prices. Where the reverse scenario prevails and sellers are much more knowledgeable than buyers, this situation tends to permit sellers to charge higher prices.
وقتی اطلاعات هر دو درباره هم کم است مثال آن سوپرمارکت است که قیمت اجناس ثابت و مشتریان بدون سوال قبول میکنن
Where both buyer and seller have a low level of knowledge about each other’s attitudes, beliefs and motivations, the probable outcome is that fixed prices will prevail within the market.
In some markets both the sellers and the buyers are highly knowledgeable which means a certain degree of equality exists between all parties. Given the relatively equal knowledge of the two parties, most price decisions are based upon extensive negotiations as the basis for reaching agreement over a price acceptable to both buyer and seller.
In those sectors where the seller is highly knowledgeable but buyers poorly informed, it is to the benefit of the seller to exploit this superior position by requesting buyers to bid for the goods on offer.
The reverse scenario exists where the buyer is highly knowledgeable and can choose to purchase standard goods or services from a large number of potential suppliers Under these circumstances the buyer can request that sellers submit bids for the available business and this usually results in the buyer being able to minimize the actual purchase price.
An outcome of this situation in both consumer and industrial markets is that sellers are finding their pricing strategies are becoming much more transparent to potential customers. This reduces a seller’s ability to command a premium price (for example, the price wars which have broken out in the long-distance telephone market) and tends to turn branded goods into commodities
توضیحات دومی:
In consumer markets, as purchasers broaden their knowledge about the extensive variations in prices which exist, this begins to stimulate the attitude that suppliers can be persuaded to be more flexible o prices instead of insisting on fixed prices.
توضیحات سومی:By analysing these databases, firms can identify variations in customer behaviour and utilise this information for very accurate market segmentation activities
Knowledge can be used to answer the three key questions: where are we now? where are we going? And how do we get there?
The resource-based view of the firm stresses the importance of assessing internal knowledge relative to market opportunity.
Firms cannot be good at everything. Hence it recommends that an organization concentrates on those areas of knowledge exploitation related to optimizing performance of the organization's core competencies.
The aim of organizational learning is for firms to enhance performance by combining new knowledge with existing experience as the basis for evolving new solutions to encountered business problems.
When reviewing the development of a knowledge management marketing strategy for the firm it is necessary to ensure that both existing and new knowledge sources are exploited when assessing various alternative market management scenarios
three groups Should involve in the learning process:
firm’s stakeholders (for example, customers, suppliers, the financial community),
management
employees.
Their definition of a successful firm is one which is able to envisage the future accurately, acquire knowledge which can underpin the development of core competencies ahead of competition and thereby become the dominant player within an industrial sector.
. Factors influencing relative perceived importance of knowledge will vary by both industrial sector and nature of marketing style being utilized by the organization.
Step one is to determine which factors influence the degree to which customers value knowledge within a portfolio of products or services
factors influencing knowledge management capabilities relative to competition will also vary by industrial sector and marketing style orientation of the organization. Examples of standard factors which are applicable in virtually any situation include:
Having defined key factors, the next stage in the process is to rate these factors on some form of scale. Possibly the simplest approach is a scoring system ranging from a low of one through to high of ten. Where a score approaches ten for each dimension respectively this indicates (a) the high level of value customers place on knowledge and (b) the high level of internal knowledge management capability.
2 )Where the average perceived value customers place on knowledge and the low knowledge management capability infer poor future prospects, but where withdrawal should be a phased process because this will perm avoidance of major financial write downs for redundant capital assets.
Having executed the scoring, the average total score is found by dividing summated total scores by the number of factors used in the analysis. This generates an overall score for value placed on knowledge and knowledge management capability.
1) Where the low perceived value customers place on knowledge and poor knowledge management capability suggest the firm has minimal opportunity for success. Hence the company (assuming it also has operations in other, more successful, sectors) should withdraw from this market sector immediately
Select which core knowledge competencies will be the driving force upon which to build future market success.
آخری:the firm becomes a hub containing core knowledge competencies critical to generating internal added value while being surrounded by a satellite of other firms performing outsourced activities.
Thus firms operating in transactional markets might assess their value chain to determine if any activity such as sourcing raw materials might be assigned to a more knowledgeable outside supplier.
The arrival of e-commerce has created a technological framework in which firms can genuinely evaluate how IT can be used to effectively manage outsourcing certain aspects of their value chain in order to lower operating costs.
In relationship orientated markets, firms might examine how horizontal knowledge exchange partnerships with other firms at the same level in the market system and vertical knowledge exchange partnerships with suppliers can be utilized to identify how their specific value added activities when linked with others can optimize achievement of competitive advantage.
Customer knowledge management
Process management
Technology management
Knowledge management
Market relationships
Customer relationships
Strategy
1. Within the situation review there should coverage of the strategic situation facing the organizat
ion. This will be based on a description of market size, market growth trends, customer knowledge and product benefit requirements, utilization of the marketing mix to satisfy customer needs, knowledge management activity of key competitors and the potential influence of changes in any of the variables which constitute the core and macro environmental elements of the market system. This review should include analysis of whether the firm is merely going to service end user market needs or will concurrently seek to integrate knowledge management systems with those of key suppliers
2. The internal knowledge management capabilities of the organization are reviewed within the context of whether they represent strengths or weaknesses which might influence future performance. One of the key issues will be whether staff have appropriate knowledge management operational skills, whether new staff will need to be recruited or aspects of the project outsourced to specialist data management providers
Market circumstances are assessed in relation to whether knowledge management trends represent an opportunity or, threat. Consideration will need to be given to whether the move is proactive or, alternatively, a reactive response to initiatives already implemented by the competition. Other issues are (a) the degree to which new knowledge management practices might be used to enhance activities within existing markets and (b) whether knowledge management can be used to support entry into new markets
Combining the external and internal market analysis will permit execution of the SWOT analysis. The SWOT analysis, when linked with the situation review, will provide the basis for defining which key issues will need to be managed in order to develop an effective knowledge management marketing plan for the future
The internal knowledge management capabilities of the organization are reviewed within the context of whether they represent strengths or weaknesses which might influence future performance. One of the key issues will be whether staff have appropriate knowledge management operational skills, whether new staff will need to be recruited or aspects of the project outsourced to specialist data management providers.
The knowledge management marketing strategy will define how, by positioning the company in a specific way, stated marketing objectives will be achieved.
The marketing mix section will cover how each element within the commerce mix (product, price, promotion and distribution) will be utilized to support the specified strategy.
In relation to the product, it will be necessary to determine the degree to which knowledge provision can enhance product benefits to be made available to customers. Such actions might include upgrading service quality, improving product utilization and broadening the nature of the product line.
Concerning pricing, thought must be given to how the scale of knowledge provision might influence future prices.
The promotional mix will be reviewed in relation to how knowledge can most effectively be communicated and the degree to which such activities will enhance customer awareness of the company offerings. Distribution needs to be examined in the context of how the company can enhance customers’ understanding of the status and location of their products within the order–shipment cycle.
The action plan section will provide detailed descriptions of all actions to be taken to manage the knowledge marketing plan, including timings and definition of which specific individuals and/or departments are responsible for implementing the plan.
The financial forecasts will provide a detailed breakdown of revenue, cost of goods, all expenditures and resultant profits. Many organizations will also include forecasts of fund flows and, via a balance sheet, the expected asset/liability situation.
Finally, after the knowledge management issues have been resolved, then the plan should specify how control systems will be evolved to support assessment of actual knowledge delivery versus the level of knowledge provision envisaged in the marketing plan
the organisation recognises that knowledge exists within one employee group which, if shared with others, can contribute towards improving current marketing operations.
knowledge is used to expand the marketing operation by entering new markets or acquiring new customers. In this situation lessons about the causes of current success are codified and examined to determine how this knowledge can be used to exploit new sources of opportunity.
The organization recognises that knowledge management can represent an entirely new value proposition for customers. A business might, for instance, decide to offer previously internal knowledge as part of the product proposition.
مثال فاز 1: یک کارمند فروش در مورد عوامل موثر بر انتظار مشتری از کیفیت اطلاعاتی دارد که اگر بقیه هم بدانند احتمال نارضایتی کم میشه
مثال 2: یک شرکت مشاوره میتواند نحوه مدیریت پروژه فعلی را مرور کنو تا از شایستگی ها برای گارهای بعدی استفاده کند.
Instil across the entire organisation the message that the exploitation of knowledge is fundamental to the achievement of all goals and strategies.
Seek out mechanisms that enhance access to tacit knowledge which resides in the minds of the employees and work teams. Techniques can include IT collaboration tools, training, seminars and creation of communities or practice. The aim is to ‘know what we know’ and ‘use what we know’.
Develop search and retrieval tools to acquire internal and external information. The advent of the internet and related technologies has greatly simplified this process because repositories of information can be rapidly searched and knowledge retrieved almost instantaneously.
Promote the importance of bringing creative thinking into the problem resolution process. Place emphasis on providing employees with a proportion of work time that can be allocated to the pursuit of new directions and the development of new ideas.
Ensure that new tacit and explicit learning is captured in order that it can be reused. Techniques that can be used include training of other employees, mentoring, formal documentation and evaluation of both successful and unsuccessful projects.
Create a culture which is supportive of the idea of maximising the degree to which employees seek and share knowledge. Promote the philosophy of active collaboration between employees and identify mechanisms for rewarding those who are clearly committed to the exploitation of knowledge in the fulfilment of their assigned job roles.