Professional Documents
Culture Documents
Internal Marketing
Market Orientation
Defined as organization wide generation of market intelligence pertaining to current & future customer needs, dissemination of intelligence across departments and organization wide responsiveness to it [Kohli & Jaworski, 1990] consists of three behavioural components customer orientation, competitor orientation & inter functional coordination and two decision criteria long term focus & profitability [Narver & Slater, 1990] Set of beliefs that puts the customers interest first, while not excluding those of other stakeholders such as owners, managers and employees, in order to develop a long-term profitable enterprise [Deshpande, Farley & Webster, 1993]
Market Orientation
Senior Management
Interdepartmental Dynamics
Organizational Systems
Brand Positioning
Positioning Related with creating perception of a brand in the customers mind and of achieving differentiation Meets the consumers needs / expectations Position is part of brand identity & value proposition Adding psychological value to products, services and companies in the form of intangible benefits emotional associations, beliefs, values & feelings
Searches in stores often futile Research & Information intensity Web tools trump store experience Ease of Delivery & Returns Reliability of Product Descriptions Frustration in stores Trust in online retailers