Organizational Behavior and Marketing Strategies

Marketing Lectures Week 3.8

Topics Covered in Marketing & Sales (M&S)

  • 3.2 Sustainable Marketing

    • Focus on socially and environmentally responsible marketing that meets present consumer needs while preserving resources for future generations.

    • Key concepts: Social criticisms of marketing, Consumer actions to promote sustainable marketing, Business actions towards sustainable marketing.

    • Read: Kotler, P. (2020). Principles of Marketing (Chapter 20).

  • 3.3 Market Entry Barriers

    • Various barriers that companies face when entering new international markets, including cultural, administrative, geographic, and economic barriers (AGE).

    • Types of barriers:

    • Administrative Barriers: Trade policies, legal frameworks, tariffs, quotas, product standards.

    • Geographic Barriers: Physical distance, infrastructure quality, natural features, urbanization.

    • Economic Barriers: Market size, purchasing power, exchange rates, competition.

  • 3.4 International Market Entry Strategies

    • Strategies for entering foreign markets, including forms of market penetration, licensing, joint ventures, and wholly owned subsidiaries.

    • Emphasis on combining global integration with local market responsiveness using strategies like transnational and multi-domestic.

    • Read: Whittington, R. et al (2020). Exploring Strategy (Chapter 9).

  • 3.6 Retailing & Wholesaling

    • Overview of retailing functionality, marketing channel management, and the role of wholesalers in the supply chain.

    • How marketing channels facilitate the flow of goods from producers to consumers.

    • Read: Kotler, P. (2020). Principles of Marketing (Chapters 12 & 13).

  • 3.7 Global Marketing Strategies

    • Focus on global marketing frameworks, differentiation, product adaptation vs standardization in international markets.

    • Understanding competitive dynamics and developing unique selling propositions (USPs) based on local market insights.

Exam Preparation Notes

  • Format includes open questions based on lecture content, applicable in context, requiring one-word or brief responses.

  • Approximately 40 questions total, 20 each from Marketing & Sales (M&S) and Organization & People (O&P).

  • Suggested study method: Review class slides and corresponding chapters referenced in the syllabus.

Organizational Structure & Behavior (O&P) Overview

  • Focus on the behavior of individuals within organizational settings; improving organizational effectiveness through understanding of topics such as:

    • Organizational Structure: How activities are divided, job groupings, reporting structures, spans of control.

    • Organizational Culture: Values and norms that shape behavior within the organization.

  • Key managerial roles as defined by Mintzberg, including interpersonal, informational, and decisional roles, emphasizing diverse managerial skills.

    • Management Skills:

    • Technical Skills: Specialized knowledge or expertise.

    • People Skills: Ability to work with and motivate others.

    • Conceptual Skills: Ability to analyze and diagnose complex situations.

Important Concepts in Organizational Behavior

  • Definition of Organizational Behavior: Study of how individuals and groups affect behavior within organizations.

  • Designing Organizational Structure: Key questions to consider include:

    • Degree of work specialization?

    • Basis for job grouping?

    • Reporting relationships?

    • Span of control?

    • Centralization vs. decentralization?

    • Rules and formalization?

  • Cultural Implications: Influence of an organization’s culture on employee behavior, satisfaction, and performance.

  • Socialization Process: Stages of socialization such as prearrival, encounter, and metamorphosis, affecting employee integration.

  • SWOT Analysis: Tool for assessing Strengths, Weaknesses, Opportunities, and Threats concerning organizational resources and competencies.

Key Trends in Organizational Design

  • Modern Organizational Structures: Shifts from traditional hierarchies to team-based, flat structures, and matrix designs emphasizing agility and flexibility.

  • Challenges in Downsizing: Importance of thoughtful execution in trimming organizational size, with strategies for maintaining employee engagement and minimizing turnover.

  • Value Chain and Competitive Strategy: Importance of operational efficiency in securing competitive advantage; understanding primary and support activities while refining value offerings.

Final Exam Notes

  • Thorough review of the exam structure and anticipated questions is necessary; integrating knowledge from both M&S and O&P components is essential for success.

  • Revisiting key themes such as sustainable marketing, entry barriers, organizational behavior, and strategic resource management will enhance adeptness in exam responses.

Good luck on your exam!