Marketing Principles

.. portant to corporate culture. As cited in the book, symbols can convey themes which are important to a well functioning corporation. The symbol “Big Blue”, was once a symbol of pride for its employees, but is now a symbol of lost jobs as a result of massive downsizing in the early 1990’s.Unfortunately, I think that most of these things are laughed off by the general population of employees. The symbol for my company is a bee, because our late founder thought of us as worker bees, constantly plugging away at work.

I doubt that anyone thinks this while working, instead it is only cited jokingly, even by managers. I feel the same applies to stories, slogans and heroes. In a warehouse I worked at, there where signs that read, “The customer is why.” Everyone laughed at that one. Our paycheck was why. We also used to make up fiction stories of warehouse heroes who could “carry 34 boxes at once”. The only time a story or hero could be motivation is when the employee can see themselves as that person, who succeed against odds.

Or stories related to chaos, which one small event greatly influenced the company. But in general, I feel that these thing are around the same level as symbols, passively perceived. 3. I heard that if we were to eliminate the City of New York right now, that the work, not just the United States, would enter a severe depression. This, in a nutshell, demonstrates borderlessness.

Not since the 1920’s has the US adapted a an isolationist policy, and now, with the worldwide economy, it is impossible. An example would be our dependency of foreign oil, which if cut off, would probably ruin our nation for a period of time. We no longer have the means to support ourselves, nor do most other first world countries. We are all, almost to the point of danger, interdependent. Statelessness goes back to the new management paradigm and chaos theory. In the last ten years, companies have undergone drastic changes.

General Motors now uses automobiles as a mean of making profits on fincancing interest. They are now essential in the banking industry. When a company is less centralized and more dynamic, you may never have the same day twice, in theory. This company is stateless, compared to the warehouse, where the employees have been doing essentially the same exact thing for 10+ years. 4.

Yes. If the corporations forecast a loss of money, they will adapt. I would hypothesize that certain practices are taken as a trade-off to the maximum liability for a related irresponsible action. If there is no ceiling for liability, I think that these big corporations would be much more cautious in their procedure, especially those which may pose a risk to the environment. However, to implement such legislation, it must be done gradually, yet steadily, to ensure that oil production is not halted.

99% of environmentalists are 100% dependent on oil, as is the rest of the population. Extreme legislation, implemented too quickly would be more immediately detrimental to human beings that deterioration of the environment. It is important to know that current practices will also lead to the pre-mature extinction of humans at some point in time. Therefore, we must find a middle ground. 5. Strengths- Scenic location, good education with qualified staff, affordable price for in-state residents Weaknesses- Overshadowed by university centers such as SUNY Albany and SUNY Binghamton, reputation as a drug school, remote location, medium level school, “Well, it’s not Harvard.”, Opportunities- Increased local population, i.e. Rockland and Orange counties, increased national enrollment, vast market for local people looking to return to school Threats- new SUNY in Orange county, relative lack of room for expansion C. 1. Chaos theory states that the universe is a series of random event, and that one insignificant even could have very far reaching consequences.

In order to survive in a chaotic world, a species must be dynamic and adaptable. This is why lower orders of life have outlived higher orders by sometimes immeasurable amounts; their ability to adapt to a changing environment, e.g. ice ages, meteorites, etc. This type of thing can be conveyed to the mindset of a modern, successful company in today’s chaotic global environment. The strong and rigid used to be the most powerful in the stable industrial age, but now the lean, efficient, dynamic company under the new management paradigm will succeed.

It’s like an old muscle car. They can beat any car in the straight drag race, but the smaller, light, better designed car will respond much more successfully to the winding, chaotic road. The reason chaos theory has influence management so greatly is because we are now in a chaotic world economy. One hundred years ago, there was no need for anything more progressive and dynamic than the old management paradigm 2. Culture shock is another result of the chaotic, globalizing economy.

I have heard that if you don’t know how to bow in Japan, don’t, since it itself is a dialect, and more likely than not, you would end up insulting your host. Also, a firm handshake and eye contact are seen as a threat in Japan, although they are an essential in American culture. For the American who has learned this the hard way, they have experienced culture shock. When an American works or manages in a foreign land, they are almost always bombarded with new values of their new colleagues. It is impossible to determine what is “right”, and for now, it is essential that we adapt to the mores and ethics of these different cultures. As the global marketplace develops, I believe that all business practices will diffuse and mix with each other, and in time, form one established way of acting in a workplace setting.

I could not find much about future shock, so I will wager a guess that it occurs when classically trained managers encounter the new global economy, and watch the demise of all the “truths” they hold dear, the same way an atheist would feel if she/he saw God face to face. I would also venture a guess that this occurred when the old managers, used to their power, saw their methods lose strength and validity. 3. A mission statement is defined in the text as a broadly stated definition of an organization’s basic business scope and operations that distinguishes it from similar types of organizations. This makes me think of the electronics store, “Best Buy”. I was browsing in the store when the salesman came up to me and went on to explain how he didn’t work on commission and that he would not pressure me into a high priced product.

The mission statement for that company probably stated that in order to set them apart from other electronics stores. A mission statement focuses the goals of the organization in order to be successful. Possibly methods such as ABC analysis could be used with a mission statement. The functions of the company, or lack thereof could be compared to see if they are consistent with the mission statement, assuming “success” is not being achieved. If they are, the mission must be changed, if not, the actions can be changed. It is important that the mission statement be flexible, as to “conform” to the new management paradigm.

If it does not take chaos into account, it is likely that the company’s goals will not be achieved. 4. Total quality management (TQM) is defined as a management approach that focuses orgainzationwide attention on delivering total quality to customers and includes (1) employee involvement, (2) focus on the customer, (3) benchmarking, and (4) continuous improvement. This seems like another interpretation of the new management paradigm, as evident by the first part, employee involvement. TQM assumes that the input and involvement of employees is one of the main parts of providing customer satisfaction, which is the goal of any organization, chaos or not.

Which leads to focus on the customer. This is a departure from the old focus on profits. In the old paradigm, profits were the measure of success. Now, as we globalize, it is more important to adapt to a variety of needs and desires of a broader base of customers. Benchmarking is setting a standard. This seems like an idea of the old paradigm, i.e.

what was good enough yesterday is good enough today. This is not true, although benchmarking is vital as a measure of where not to fall below. This brings us to the fourth part, which is continuous improvement. What was good enough yesterday is NOT good enough today. This should apply to individuals as well as businesses. New benchmarks must be set for success in the chaotic atmosphere.

5. The concept of virtual corporation is the icing on the cake for ideas such as globalization and interdependence. Buy a personal computer and you will see a manifestation of a virtual corporation. 20 years ago, IBM, more or less, made the whole computer (chip, software, harware, etc.) Now when you buy, for example, a new Dell system, you may get a Sony monitor, Microsoft Keyboard, mouse, and operating system, Intel Chip, and a cannon printer. The idea is that Dell focuses on manufacturing the computers.

They leave the speed of the chip and the clarity of the monitor to Intel and Sony, respectively. This results in a much more efficient corporation which isn’t “spread too thin”. It also results in a better product, and more profits for more companies, fueled by high customer satisfaction. One flaw in this type of setup is an interdependency between all of these companies. If Intel is having problems, then 99% of PC manufacturers are having them too. This is rarely the case, since each company is only concerned with the one task at hand.

Virtual corporations are just another result of decentralization and more free and faster exchange of goods and ideas. Bibliography Principles of Marketing text, 1999 Business Essays.