Chapter 7 - Weaving marketing into the fabric of the firm. This chapter presents the following content: Components of market orientation, linking customer needs to company capabilities, stages of internal and external partnering, encouraging integration in marketing operations,. | McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved. Chapter 7 Weaving Marketing into the Fabric of the Firm COMPONENTS OF MARKET ORIENTATION Establish a corporate culture where every employee values their customers Listening to the voice of the customer throughout the entire company Developing superior skills to understand and satisfy customers 7- LINKING CUSTOMER NEEDS TO COMPANY CAPABILITIES CUSTOMER NEEDS LINKS COMPANY CAPABILITIES Inputs by customers through sales, service, information seeking Spanning activities that provide decision-making information Defined by all organization functions OBJECTIVE: TO ALIGN EACH PARTNER’S GOALS 7- Market Sensing Customer Linking Channel Bonding Technology Monitoring Outside-in Process Financial Management Cost Control Technology Development Integrated Logistics Manufacturing/Trans- formation Process Human Resources Management Environmental Safety Health and Safety Customer Order Fulfillment . | McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved. Chapter 7 Weaving Marketing into the Fabric of the Firm COMPONENTS OF MARKET ORIENTATION Establish a corporate culture where every employee values their customers Listening to the voice of the customer throughout the entire company Developing superior skills to understand and satisfy customers 7- LINKING CUSTOMER NEEDS TO COMPANY CAPABILITIES CUSTOMER NEEDS LINKS COMPANY CAPABILITIES Inputs by customers through sales, service, information seeking Spanning activities that provide decision-making information Defined by all organization functions OBJECTIVE: TO ALIGN EACH PARTNER’S GOALS 7- Market Sensing Customer Linking Channel Bonding Technology Monitoring Outside-in Process Financial Management Cost Control Technology Development Integrated Logistics Manufacturing/Trans- formation Process Human Resources Management Environmental Safety Health and Safety Customer Order Fulfillment Pricing Purchasing Customer Service Delivery New Product / Service Development Strategy Development Inside-Out Process Spanning Process INTERNAL EMPHASIS EXTERNAL EMPHASIS Exhibit 7-1 USING INFORMATION AS A SPAN 7- STAGES OF INTERNAL AND EXTERNAL PARTNERING AWARENESS EXPLORATION EXPANSION COMMITMENT ACHIEVING THE SUPRAGOAL: CUSTOMER SATISFACTION 7- USING INFORMATION AS A SPAN Marketing Customer Linking Channel Bonding Manufacturing Transformation Financial Management Integrated Logistics OUTSIDE-IN PROCESS Outside-in Process Inside-Out Process Cost Estimation and Pricing Billing and Payment Order Scheduling Order Entry And Prioritization Order Generation Order Planning Postal Service Order Fulfillment Exhibit 7-2 7- INTERNAL CORPORATE PARTNERS PURCHASING MARKETING MANUFACTURING AND ENGINEERING (R&D) FINANCE Exhibit 7-3 7- ENCOURAGING INTEGRATION IN MARKETING OPERATIONS DEVELOP AND ARTICULATE CLEAR STRATEGIC DECISIONS THAT WILL BE IMPLEMENTED PURSUE PERSONNEL STABILITY
