CATALAN, MA. CATHELYN KAYE V.

BSMA3

HUMBORG- INFORMATIVE SUMMARY (OUTLINE)

I. CORPORATE TABLE
I.1 Organization’s Success
I.1.1 Quality of Information and Analysis
I.2 Marketing Researchers (Marketing Research)
I.2.1 Decision Making
I.2.2 Strategy Formulation
II. HOW INDUSTRY LEADERS SUGGESTED RESEARCHERS HAVE BEEN, AND THEIR CALL ON
RESEARCHERS
II.1 Day-to-Day Value Demonstration
II.2 Quality That Senior Management Values Most (but failed to develop)
II.2.1 Passionate, single-minded determination to achieve business results
III. POWER OF PASSION
III.1 Enables people to go beyond the call of duty
III.2 To overcome impediments that stand in the way of accomplishment
III.3 Companies Need: Their Definition of Passionate People
IV. PASSIONATE PEOPLE
IV.1 Champions (handpicked by management)
IV.2 Leads important new initiatives
IV.2.1 Product productions and acquisitions
IV.3 Procter & Gamble’s Corporate’s Culture
V. DEFINITION of MARKETING RESEARCH
V.1 Green and Tull (1993)
VI. RESEARCHERS
VI.1 Case of an Energy Marketer in the Northeastern United States
VI.1.1 Passionate Champion Marketer (PCM)
VI.2 General Motors’ New Product Development Group
VI.2.1 Bob Lutz
VI.2.2 ‘Passion for not taking action is not the kind of passion management wants
to see’
VII. A RESEARCHERS ROUTE TO THE TABLE
VII.1 Four (4) Key Levels of the Firm’s Business Planning and Marketing Process
VII.1.1 Below the Management Radar
(1) Avoiding Failure
(2) Enabling Success
VII.1.2 On the Management Radar
(3) Discovering Opportunities
 (4) Transforming the Business
VII.1.3 Key Contribution
(1) Remaining objective so team passion can be channeled into the right
initiatives
(2) Serving as a passionate member of the team
(3) Finding new opportunities or products to become passionate about
(4) Discovering new and better business strategies
VII.1.4 How
(1) At minimum, preventing the firm from team making errors. Proving the potential
of great new ideas. Quickly and accurately predicting marketplace success.
(2) Researching the market and customers to improve marketing for existing
products. Using research to achieve greatest leverage at lowest cost.
Overcoming obstacles to shorten timelines, finding conclusions faster.
(3) Using data to spot the next trend. Assessing failures and learning from them.
Helping creators to innovate through better input from the marketplace.
(4) Innovating with data.
VIII. INFORMED INNOVATION
Although we must remain dispassionate about the results of our work, we need not be
dispassionate about our work.