Marketing Concepts Chapter 10 Flashcards
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Questions and Answers

Increasing segmentation of the marketplace and the need to get products to market faster in light of competitors' specialized solutions are examples of ______ currently influencing the future of business.

supertrends

What are companies doing to respond effectively to the increasing segmentation of the marketplace?

Using more narrowly targeted marketing messages

As more and more companies become proficient at bringing products and services to market, ______ is emerging as a necessary and powerful competitive weapon.

speed

Reactive change is change that ______.

<p>responds to problems or opportunities as they arise</p> Signup and view all the answers

Which of the following is a demographic characteristic that is a force for change outside the organization?

<p>Education (B)</p> Signup and view all the answers

Which of the following are supertrends that are currently affecting the future of business?

<p>The way we work is being impacted by offshore suppliers. (B), Competitive advantage is coming increasingly from knowledge, not from information. (C)</p> Signup and view all the answers

Manufacturing automation and office automation are examples of ______ that are forces for change outside the organization.

<p>technological advancements</p> Signup and view all the answers

Which statement best describes demassification?

<p>Segmenting customer groups into smaller, more specialized groups</p> Signup and view all the answers

Jane is planning to implement the same work scheduling system in the accounting department that her company uses in the retail division. Which type of change does this represent?

<p>Adaptive change</p> Signup and view all the answers

Which statement about the need for faster speed-to-market is true?

<p>True (A)</p> Signup and view all the answers

Place the stages of Lewin's model of change in the correct order, with the first stage listed at the top:

<p>1 = Unfreezing 2 = Changing 3 = Refreezing</p> Signup and view all the answers

Making changes in response to problems or opportunities as they arise is referred to as ______ change.

<p>reactive</p> Signup and view all the answers

What are the parts of a systems model of change?

<p>Target elements of change, Inputs, Outputs</p> Signup and view all the answers

Factors such as the increasing number of women in the workforce exemplify which force for change outside the organization?

<p>demographics characteristics</p> Signup and view all the answers

Managers use the four levers of targeting elements of change to ______.

<p>diagnose problems</p> Signup and view all the answers

Any machine or process that enables an organization to gain a competitive advantage in changing materials used to produce a finished product qualifies as ______.

<p>technology</p> Signup and view all the answers

Organizational development is used to hire new executives.

<p>False (B)</p> Signup and view all the answers

Which type of change implementation makes employees feel the least threatened?

<p>Adaptive change (A)</p> Signup and view all the answers

Organizational development can be used to manage ______ within an organization.

<p>conflict</p> Signup and view all the answers

What are the stages of the Lewin model for change?

<p>Unfreezing, Changing, Refreezing</p> Signup and view all the answers

Place the steps in the OD process in the correct order, with the first step listed at the top:

<p>1 = Diagnosis 2 = Intervention 3 = Evaluation 4 = Feedback</p> Signup and view all the answers

One assumption that is central to a systems approach to change is that change ______.

<p>creates a ripple effect through an organization</p> Signup and view all the answers

How do organizational consultants carry out a diagnosis?

<p>By consulting company records, attending meetings, performing direct observation, using surveys and questionnaires</p> Signup and view all the answers

What are the target elements of change?

<p>Methods, People, Organizational arrangements, Social factors</p> Signup and view all the answers

The common term used to describe the techniques for implementing planned change to make people and companies more effective is called organizational ______.

<p>development</p> Signup and view all the answers

Which statement about organizational development is true?

<p>True (A)</p> Signup and view all the answers

Which of the following is a purpose of organizational development?

<p>Managing conflict (C)</p> Signup and view all the answers

Innovations must be ______.

<p>novel</p> Signup and view all the answers

Match each step in the organization development process with the type of question that it answers:

<p>Diagnosis = What is the problem? Intervention = What should we do to fix it? Evaluation = How well has the intervention worked? Feedback = How can the diagnosis and intervention be further refined?</p> Signup and view all the answers

What is the first step in organizational development?

<p>Diagnosis</p> Signup and view all the answers

Changing the appearance or the performance of a product or service, or creating a new one, is called ______ innovation.

<p>product</p> Signup and view all the answers

A set of interdependent processes, practices, and structures that dictate how a company seeks out problems and solutions is a(n) ______.

<p>innovation system</p> Signup and view all the answers

Multiple organizational development interventions have been found to work better than single interventions.

<p>True (A)</p> Signup and view all the answers

What is achieved by integration of innovation activities into business strategies?

<p>Management is encouraged to dedicate resources to innovation. Employees feel committed to innovation in the organization.</p> Signup and view all the answers

The process of creating a new solution to an existing problem that consumers are willing to pay for is referred to as:

<p>innovation</p> Signup and view all the answers

The process of changing the appearance or performance of a product or service is known as ______ innovation.

<p>product</p> Signup and view all the answers

Achievement of strategic goals through organization development is likely to fail if ______.

<p>top managers are not committed</p> Signup and view all the answers

Which of the following are among the seven components of fostering innovation?

<p>All of the above (D)</p> Signup and view all the answers

Tom's company is very successful, even though they expect most new ideas to fail. This is likely due to an organizational culture that ______.

<p>celebrates failure as an important part of fostering innovation</p> Signup and view all the answers

A plan for being innovative that requires a company to integrate its innovation activities and business strategies is a(n) ______.

<p>innovation strategy</p> Signup and view all the answers

Which of the following is a tactic increasingly used by companies to help them innovate?

<p>Crowdsourcing (A)</p> Signup and view all the answers

What are two factors that contribute to resistance to change?

<p>Employee characteristics, Change agent characteristics</p> Signup and view all the answers

People's reaction to change depends largely on ______.

<p>how they were taught to handle change as children</p> Signup and view all the answers

Although commitment from all members of an organization is important, if ______ in particular are not committed to achieving the organization's innovation goals, the goals are unlikely to be achieved.

<p>senior leaders</p> Signup and view all the answers

Which factors commonly cause employees to resist change?

<p>All of the above (D)</p> Signup and view all the answers

At Hudson Food Company, managers permit experimentation, risk taking, and tolerate failure. Which step of supporting innovation does this represent?

<p>Fostering an innovative culture and climate</p> Signup and view all the answers

Managers can reduce mistrust and resistance to change by ______.

<p>being open and honest with changes</p> Signup and view all the answers

Which of the following should organizational structure and internal processes foster to help promote innovation?

<p>All of the above (D)</p> Signup and view all the answers

An emotional/behavioral response to real or imagined threats to an established work routine is known as ______.

<p>resistance to change</p> Signup and view all the answers

Miriam is likely to be resistant to this change because ______.

<p>her childhood predisposed her to dislike change</p> Signup and view all the answers

Sometimes changes on the job are intimidating and lead to self-doubt. In this case, employees are most likely to resist change due to ______.

<p>fear of failure</p> Signup and view all the answers

Employees are more likely to resist change if ______.

<p>it is a surprise</p> Signup and view all the answers

The company Tonya works for has been eliminating jobs to reduce costs, but the CEO was recently given a bonus of several million dollars. The likely cause of her resistance to change is ______.

<p>a climate of mistrust</p> Signup and view all the answers

Which factors are likely to cause resistance to change?

<p>Both A and B (C)</p> Signup and view all the answers

Which of the following is a common cause of employee resistance to change?

<p>All of the above (D)</p> Signup and view all the answers

Inessa is having a hard time accepting the new employee. This is most likely due to ______.

<p>disruption of the group relationship</p> Signup and view all the answers

Ted is resisting the change because he is not sure that he can handle his new responsibilities. Which of the following best describes this?

<p>Fear of failure</p> Signup and view all the answers

Which statements about openness to change are true?

<p>All of the above (D)</p> Signup and view all the answers

Which statements about self-affirmation are true?

<p>Both A and B (C)</p> Signup and view all the answers

Andre is most likely resistant to the change because it ______.

<p>is resulting in a loss of status</p> Signup and view all the answers

Self-compassion is best described as ______.

<p>gentleness with yourself</p> Signup and view all the answers

Min speaks out against the new system. This is an example of resistance to change due to ______.

<p>peer pressure</p> Signup and view all the answers

What is a common cause of employee resistance to change?

<p>disruption of group relationships</p> Signup and view all the answers

Which of the following are increased by employee openness to change?

<p>Both A and B (C)</p> Signup and view all the answers

Positive statements that help you focus on goals are referred to as ______.

<p>self-affirmations</p> Signup and view all the answers

What are three things that can help you achieve more self-compassion?

<p>Remember you are not alone, Practice self-kindness, Engage in mindfulness meditation</p> Signup and view all the answers

Study Notes

Business Influences and Changes

  • Increasing segmentation and faster market deliveries are driven by supertrends that shape the future of business.
  • Companies are responding to market segmentation by implementing targeted marketing messages.
  • Speed emerges as a critical competitive weapon as firms successfully launch products and services.

Types of Change

  • Reactive change occurs in response to immediate problems or opportunities.
  • Adaptive change is characterized by low employee threat, such as implementing a uniform scheduling system across departments.
  • Organizational development is often confused, yet not meant for hiring executives.

Lewin's Change Model

  • The stages consist of unfreezing, changing, and refreezing, which outline the process of implementing changes effectively.
  • A systems model approach highlights target elements of change as methods, people, organizational arrangements, and social factors.

External Forces of Change

  • Demographic characteristics, including rising education levels and aging workforce, significantly influence organizational change.
  • Technological advancements, like automation, are pivotal forces affecting business environments.

Innovation

  • Innovation is defined as creating solutions valuable enough for consumers to pay for.
  • Organizational strategies that integrate innovation activities with business strategies bolster management commitment and employee involvement.
  • Crowdsourcing leverages collective input for service ideas and content development.

Resistance to Change

  • Change resistance commonly arises from factors such as peer pressure, fears around job security, and disruption of established group relationships.
  • Openness to change correlates with improved job satisfaction and learning opportunities.
  • Elements that promote self-compassion and affirmations enhance the ability to cope with change.

Organizational Development Processes

  • The organization development (OD) process includes diagnosis, intervention, evaluation, and feedback to facilitate change.
  • Successful OD can manage conflict and generally involves multiple interventions rather than single ones.

Key Strategies for Innovation

  • Fostering an innovative culture emphasizes experimentation and a tolerance for failure as part of the creative process.
  • Essential components for encouraging innovation include creating an extensive strategy, top-management commitment, and supportive structures that enable collaboration and communication.

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Test your knowledge of key marketing concepts from Chapter 10 with these interactive flashcards. This quiz covers supertrends and strategies to address market segmentation. Perfect for students looking to reinforce their understanding of modern marketing tactics.

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