Marketin Mix Essay Example | Topics and Well Written Essays - 1500 words - 1

Marketin Mix - Essay Example Referring to the process of evolving new products, it is closely associated with market development (Boone and Kurtz 2002). The concept of a product defines uniqueness nature and qualities of goods proposed to the market. Decisions in this area determine the products to be produced and stocked, as well as details concerning their appearance, form, size, package, quantities, timing of production, price lines, and anticipated market segments. Product combines the function of analyzing, classifying, and organizing information into commercially feasible new products, and the marketers function of assessing unsatisfied wants and needs and identifying profitable market opportunities. Usually this activity necessitates compromise among the engineering, production, marketing, and accounting departments. For instance, the high specifications stressed by engineering may push costs above market acceptance. Effective product development adopts a critical but positive posture. Management cannot be satisfied with current products, regardless of how good they are. Such an attitude and expression of expectations achieve an even better match of corporate offerings with consumer expectations (Lim and Rusetski 2006). The role of the sales force should be geared to company and marketing department objectives. The starting point of the sales program is company goals. Volume, profit, industry, territory, product, image, and rateof-return goals influence the direction and scope of sales activities. The practical range of sales alternatives for a company may vary from the companys own sales force, to the use of a variety of wholesalers including sales agents and manufacturers agents, to the elimination of salesmen by such techniques as mail order. Procedures for selecting salesmen vary from simple informal interviews to interviewing committees aided by batteries of psychological tests (Boone and Kurtz 2002). Price is accorded

Key Transformation for Deckers Outoor Corporation Research Paper

Key Transformation for Deckers Outoor Corporation - Research Paper Example Therefore, this assignment utilizes the Burke-Litwin Causal Model in discussing how these factors integrate with each other in Deckers Outdoor Corporation (DOC). It is necessary to note that all factors are critical when the enhancement of performance of an organization is the key point (Burke & Litwin, 1992). According to the model, structure refers to an arrangement of functions, responsibilities of those working in an organization, those authorities represented in the organization, as well as communication that assist the organization to attain it goals and strategy. Identification of DOC structure will aid in comprehending the variables highlighted above. Deckers utilize a decentralized structure for its management. In this method of management, the top management delegates the key responsibilities of the organization to the middle managers, who in turn direct the workforce on what they ought to do. It is, therefore, evident that the top management spends much of their time in de veloping useful ideas that would propel the company to attain success (Burke & Litwin, 1992). At Deckers, the application of the decentralization principle has significantly assisted it in various ways. As this structure allows the employees involvement in decision making for the organization, it makes them feel empowered unlike in a centralized management system. These employees attain satisfaction after seeing their ideas being implemented for the growth of the organization. Moreover, decentralization relieves the owner of DOC from pressures that emanate from managing the operations of an organization solely. After the delegation of such duties to other individuals in the organization, the owner of DOC spends adequate time in devising strategies to utilize in the expansion of the business (Burke & Litwin, 1992). Such a principle permits him to have unlimited time to meet those clients known to donate drastically to the intensification of the organization’s activities. At De ckers, communication is vital for its success. This is because communication is a vital constituent for the development of such an organization. According to sources, Deckers has implemented a flexible communication program to enhance understanding for every worker in the organization. For instance, at the quarter end of the organization’s calendar, the CEO meets with all employees in the corporate office in order to discuss issues of significance to both the company, as well as the individuals. They refer this meeting as all hands meeting, where they discuss a wide variety of topics such as salary increments, compensations along with any changes that the company would find it convenient to implement. It is thus clear that the overall structure of DOC plays a crucial part towards its growth. The other transactional variable described by the model concerns with the tasks and skills held by an individual. Therefore, this part of the assignment aims to understand the task perfor med by Deckers’ employees, along with their skills. According to sources, Deckers is a footwear manufacturer located in several states of America. The most current information reveals that Deckers manufactures six dissimilar brands of footwear. The increase in the products provided by Deckers allows it to employ an approximated 1900 staff across the states. Recruitment of a large proportion of staff in the organization attracts different skills, and this enhances the organization’