Ch 5 Part Two

cross functional support from marketing includes

• manufacturing/operation

• R&D

• logistics

• technical service

manufacturing/operation determines the

volume, variety, and quality of product that can be marketed

reserach and demand provides

critical technical direction

• helps remain abreast of tech

logistics

provides on time accurate shipments to customers and order tracking

• accurately forecasting sales

technical service

installation and training

• also services as troubleshooter for customer problems

• delivers promises to customers and reaches specific goals

balanced scorecard invovles

• cause and effect relationships

• customer value proposition

• value creating processes

• clustering of assets and activities

cause and effect relationships

defines the chain of logic by which intangible assets will be transformed to tangible value

customer value proposition

clarifies the conditions that will create value for the customer

value creating processes

defines the processes that will transform intangible assets into customer and financial outcomes

clustering of assets and activities

defines the intangible assets that must be aligned and integrated to create the value

financial perspective includes

1. growth stage

2. sustain stage

3. harvest stage

growth stage focuses on

operation where the company needs to commit resources for new product or services

know sales growth rate by segment

sustain stage

maintain and grow slowly

• focus on share of target customers

harvest sstage

mature strategic units

• get the payback and know customer and product line profitability

customer perspective includes

1. product/service attributes (price, quality, time, and function)

2. relationships (partnerships)

3. image (brand)

internal process perspective elements

1. operations management

2. customer management

3. innovation management

4. regulatory and social processes management

learning and growth includes

• human capital

• information capital

• organization capital

human capital

the availability of employees with skills and talent

information capital

the avail of info systems and structure

organization capital

culture, leadership, and teamwork within the organization

qualitative sales forecasting involves

• jury of executive opinion: very easy to understand and apply

• sales force composite

• delphi method

jury of executive opinion

when high level managers and experts within a company meet to share experiences, insights, and hunches to collectively predict future sales, market trends, or demands

sales force composite

bottom-up forecasting method where individ sales reps estimate future sales in their territories, which are then aggregated to create an overall company forecast

delphi method

a structured communication method used to gain consensus among a panel of experts on a specific topic, forecast, or decision

quantitative sales forecasting includes

• regression analysis

• time series projections

regression analysis

statistical method used to understand the relationship btwn variables, specifically how one variable (dependent) changes based on others (independent)

time series projections

a statistical modeling technique that uses historical, time-ordered data to predict future sales