يا عم ركز بقى
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م . سعد بعد الغفار
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يا عم ركز بقى
|
م . سعد بعد الغفار
|
When you put the five key decisions of marketing strategy in a sentence form, it looks like this fill-in-the-blank statement:
Your company name is the leading category for target customers that provides unique benefit. Unlike competitors, your company does unique differentiator.
Our growth rate doubled when we focused and committed to this clear and simple marketing strategy.
Try it for yourself: Fill in the blanks to create the marketing strategy statement for your own business. Get some perspective from employees, friends and best customers. List all the possibilities and then make some decisions. Say it out loud a few times. You should feel clarity and power coming through. It will also show you a few things you could stop doing in your business that would create more focus.
short description of what business you are in. What few words would someone say to describe your business?
Most business owners can't resist over-complicating their company descriptions. This leaves people unsure of what you actually do, which weakens your marketing effectiveness. Here's a simple rule: If someone can't clearly remember your category description a month after you meet them, they were never clear about what you do in the first place.
Clearly defining your category helps amplify your marketing and sales efforts. Think of what it would take to be the best – the leader – in your category.
Strong analytical,
You can take some items from this topic Especially those underlined as an individual factor Zidan 😜😜😜😜 We can organise the factors affecting decision making into three major groups:
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Perception Issues: | Perception can be described as the way in which individuals interpret their environment. An individual's perception can influence how they make decisions and solve problems Perception can be influenced by the following:
The Perceiver The perceiver, the individual perceiving the object, will be heavily influenced by their personal characteristics. The types of personal characteristics that can affect an individual's perception include:
The Object The object, which refers to any person, item or event can have an impact on the way it is perceived. For example, when a manager receives a number of reports to read he may be more inclined to read the one with the most colourful cover as this one stands out. The Situation Time, location and other situational factors can influence our perception of an object. For example, a Team Leader may notice team members who work late on the same evenings as the Team Leader. However, team members who work late on other evenings may not be noticed by the Team Leader. |
Issues | A number of organisational issues can impact on the decision making process. These issues include:
Policies and Procedures Many organisations have formalised policies and procedures which have been developed to resolve common problems and to guide managers when making decisions. For example, many organisations have documented disciplinary procedures which guide managers through a process of resolving issues with staff members. Organisational Hierarchy Organisational hierarchy refers to the management structure of the organisation. Most organisations have different levels of management which carry with them different degrees of authority. The degree of authority directly impacts on the nature of the decisions an individual can make. For example, a Customer Contact Centre Team Leader cannot make decisions about the overall goals of the organisation. However, the Team Leader can make decisions about how their team contributes to the achievement of the organisation's goals. Organisational Politics Organisational politics refers to behaviour displayed by individuals and groups which is designed to influence others. Individuals and teams will often use politics to:
Organisations are made up of individuals with different beliefs, values and interests. These differences are often the driving forces behind organisational politics. For example, two teams believe they require an extra team member. Unfortunately the organisation can only afford one new employee. The two teams may well use politics in an attempt to influence their manager to allocate the new employee to their team. |
Issues | ||
Environmental issues are the external factors that affect the organisation. The types of external factors that can have an effect on decision making include:
For example, B&B online™ decided to create a new team, B&B for Busy Bodies™ because they believed that a corporate market existed for the bed and breakfast industry. |
You can take some items from this topic dear Zidan |
Significant individual factors that affect the ethical decision-making process include
personal moral philosophy,
stage of moral development
, motivation,
other personal factors such as gender, age, and experience.
Lamia 😍😍😍
Moral philosophies
are the principles or rules that individuals apply in deciding what is right or wrong.
Most moral philosophies can be classified as consequentialism, ethical formalism, or justice.
Consequentialist philosophies consider a decision to be right or acceptable if it accomplishes a desired result such as pleasure, knowledge, career growth, the realization of self-interest,
.
The culture of the organization
, as well as superiors, peers, and subordinates, can have a significant impact on the ethical decision-making process. Organizational, or corporate, culture can be defined as a set of values, beliefs, goals, norms, and rituals shared by members or employees of an organization.
Past experiences
can impact future decision making and past decisions influence the decisions people make in the future. It stands to reason that when something positive results from a decision, people are more likely to decide in a similar way, given a similar situation. On the other hand, people tend to avoid repeating past mistakes .
cognitive biases
influence decision making. Cognitive biases are thinking patterns based on observations and generalizations that may lead to memory errors, inaccurate judgments, and faulty logic
Cognitive biases include
belief bias,
the over dependence on prior knowledge in arriving at decisions;
hindsight bias,
people tend to readily explain an event as inevitable, once it has happened;
omission bias, generally, people have a propensity to omit information perceived as risky; and confirmation bias, in which people observe what they expect in observations
escalation of commitment and sunk outcomes
which are unrecoverable costs. Juliusson, Karlsson, and Garling (2005) concluded people make decisions based on an irrational escalation of commitment, that is, individuals invest larger amounts of time, money, and effort into a decision to which they feel committed; further,
Some individual differences may also influence decision making. Research has indicated that age, socioeconomic status (SES), and cognitive abilities influences decision making
Age factor
a significant difference in decision making across age; that is, as cognitive functions decline as a result of age, decision making performance may decline as well. In addition, older people may be more overconfident regarding their ability to make decisions, which inhibits their ability to apply strategies (de Bruin et al., 2007). Finally, with respect to age, there is evidence to support the notion that older adults prefer fewer choices than younger adults
Age is only one individual difference that influences decision making. According to de Bruin et al. (2007), people in lower SES groups may have less access to education and resources, which may make them more susceptible to experiencing negative life events, often beyond their control; as a result, low SES individuals may make poorer decisions, based on past decisions.
the belief in personal relevance.
When people believe what they decide matters, they are more likely to make a decision. Acevedo and Krueger (2004) examined individuals' voting patterns, and concluded that people will vote more readily when they believe their opinion is indicative of the attitudes of the general population,
For example, the CEO of pizza chain noticed that he was losing sales because his home deliveries were slower than competitors.
suggestions that they invest in a fleet of delivery vehicles to solve this problem.
Instead of jumping to this conclusion, the manager asks: "Our pizza deliveries are slow. Why?
Our delivery associates drive old cars that are in poor condition. Why?
They can't afford repairs or newer cars. Why?
They don't have the money. Why?
Their pay is too low." Through this process, he realizes that the older, poorly maintained vehicles were a symptom of lower wages than those competitors paid.
Root-cause analysis can work well for an individual, a small group, or in brainstorming sessions.
A tool that can help you perform such an analysis is called a fishbone diagram.
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Otherwise, you may find yourself confronted with one of the following extremes.
Extreme behaviors can lengthen the decision-making process and interfere with making good decisions.
Advocacy | Inquiry | |
Concept of decision making | A contest | Collaborative problem solving |
Purpose of discussion | Persuasion and lobbying | Testing and evaluation |
Participants' role | Spokespeople | Critical thinkers |
Patterns of behavior |
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Minority views | Discouraged or dismissed | Cultivated and valued |
The outcome | Winners and losers | Collective ownership |