GMS 802 Chapter Notes - Chapter 6: Organizational Culture

• School: Ryerson University
• Department: Global Management Studies
• Course: GMS 802
• Professor: Jian Guan

Document Summary

Creating a value proposition and delivering on it for customers cuts across the marketing and operations areas. Marketing helps to clarify the brand and the firm"s business, while operations provides the means to translate that vision into a product or service that gets into the hands of the customer. Marketing makes promises to the customer, and operations delivers that promise. Marketing is fundamentally about the customer and meeting customer needs. Marketing is often viewed as a key area where a firm can lose its core values in an effort to increase sales at any cost. Managers need to ask themselves if the way they gather information is respectful to their customers and other stakeholders involved in the process. If the specific good or service is seen as particularly important or an entitlement excluding some parts of the market, or giving different levels of service and price to different market segments, may be viewed as discriminatory and unfair.