answer 1- 2 CHAPTER 10 • Marketing Organization, Implementation, and Control 337
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answer 1- 2
CHAPTER 10 • Marketing Organization, Implementation, and Control 337 appy and social net communication that who is , INTERNET EXERCISES 1. Every big company has in-house experts. So why do they not use them more? Search systems that apply social computing tools such as internal blogs, wikis, and social networks can fill these critical gaps. Posted comments and communication between users help reveal not only who knows what but who is approachable. Cemex (www.cemex.com/AboutUs/ Our Approach.aspx) invited 400 employees involved with its ready-mix products to help figure out which products worked best and which were redundant. The result is a slimmed-down product line offered in a constantly updated catalog avail- able globally. See how Dow's "solutionism" (www.dow.com/ about/index.htm) is addressing some of the world's biggest challenges. The more we talk together, the more we solve together. Wind turbines today are truly revolutionizing energy generation across the globe. The Orkney Islands provide a glimpse of a renewable future. Cutting-edge wave and tidal tech- nology is regenerating island communities and bringing new jobs and new skills. CHALLENGE US Just Right Globalization? Too little attention to foreign markets seems to global company. Both also fail to achieve the learn- result in missed opportunities for sales growth, ing and best-practice benefits that come through operational inefficiencies, and the risk of being global knowledge sharing and skill generation.Explanation / Answer
1. In house experts are now termed (in some companies) as "SUBJECT MATTER EXPERTS". While it is not true that they are not being used anymore, it is a fact that every company focuses on expansion of their market share and how do they achieve this? Only with strong innovative tactics and marketing plan. Also they follow the methodology of "sharing best practices" and for this mostly they use internet and intranet to see what their end users feel about their products or services. In general, a feedback about a product or service is now readily available in the form of comments, blogs and wikis as asked in this question. These are some of the triggers which are collated by the firms to learn from their short falls and create something that delivers more value to their end users.
While some products offer extraordinary value, some deliver negative value. So, this feedback is shared with the in house experts or "SMEs - subject matter experts", who in turn, churn out a more reliable product that helps them sustain in the market in terms of innovation. From there on, once the new product is introduce, marketing plays the key to penetrate into the generic tastes and preferences of the end users.
Also, such feedback helps the in house experts to adopt to cutting edge technologies, develop new skills or in some cases, blend skills ( also referred to as cross - skilling ) and create new opportunties, when launching a much superior product that creates enhanced value to its customers and there by generating more revenue.
Therefore, it is not true that the companies don't use in house experts. Companies adopted a strategy to let the in house experts use their knowledge and to acquire more knowledge both theory wise and also in terms of "hands on" to deliver better quality and to sustain.
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