MKTG 311 Lecture Notes - Lecture 4: Mylan, Kodak, Bargaining Power
26 Sep 2016
School
Department
Course
Professor
Document Summary
Engineers came in talking about the product, not being able to market it, the wheel, technology. Don added the benefit of the wheel, not the feature, sold them on what it"s about not the wheel or technology but how i feel when i look at the pictures. Customers want relief of something or gain something from your product. Some comes from up top corporate vision and mission. Managers wanted to protect the film and so they got into the digital game way too late. What benefits do they gain: not just surveys. What should our business be: given the resources, the studies, the constraints. Credo- appealed to everyone from stockholders to customers to workers and employees. Responsibilities are to customers- customers are doctors, mothers, fathers, etc. Today- stocker holder profit comes first, satisfying stockholders, making profit for stockholders that is not the purpose of a business. Doing the right thing = stockholders will receive a fair return.
