Standard 1 Oversight of Operations and Staff Description Organizations shall have a board of directors that provides adequate oversight of the charity's operations and its staff. Indication of adequate oversight includes, but is not limited to, regularly scheduled appraisals of the CEO's performance, evidence of disbursement controls such as board approval of the budget, fund raising practices, establishment of a conflict of interest policy, and establishment of accounting procedures sufficient to safeguard charity finances. The organization meets this standard. Standard 2 Number of Board Members Description Soliciting organizations shall have a board of directors with a minimum of five voting members.
When it was first articulated by McCarthy init consisted of 12 parameters that were to be mixed like ingredients by a marketer.
Eventually brought down to the much smaller number of 4, the framework became simpler and easier to understand but there was a lack of depth and several important elements were missed out such as the provision of services to the consumer. Some of these expansions have included: This stood for People.
The basis for this was that the people providing the product or service to the customer had an important role to play in communicating the right message and had a significant impact on the user experience.
These were political power and public opinion formation.
Kotler proposed that when entering foreign markets, there was a need to satisfy an audience beyond the target market. These were the governments, regulatory bodies, trade associations and even other interested groups who had power over the intended market.
Hence the political power and public opinion formation was needed to gain their support. The 7Ps of Services Marketing This model has gained significant traction over the years as services and their marketing is increasingly being given due importance as an independent field of study.
This model, proposed by Booms and Bitner inextends the marketing mix by 3 new Ps that directly relate to the service provision industry. These are people, physical evidence and process.
The 15Ps Model The longest extension to the original model was proposed by Baumgartner in and includes people, politics, public relations, probe, partition, prioritize, position, profit, plan, performance, and positive implementations.
In an attempt to add depth, much complexity has also been added to the model. The most widely used extension of the traditional marketing mix is the 7P model for services marketing. The traditional marketing mix was designed and gained popularity in an era where most businesses sold products.
Any service provision and the role of good customer service was largely ignored and the potential impact on brand development and the user experience was not understood.
This was remedied when Booms and Bitner proposed their extension to create the services marketing mix that we see today. The extended model should now be used to create competitive strategies in a more holistic manner.
Defining Services Marketing Now a recognized offshoot of the traditional field of marketing, services marketing is the design of strategy to address the provision of services, both in a business to consumer context and the business to business scenario. Some examples of core services are telecom services, airlines, accountancy or tax services, the hotel industry and professional services such as hair dressers, dry cleaners or tailoring services.
Services marketing may also cover elements in a traditional physical product sales environment such as customer services and tech support. A service is consumed at the point of sale. Since the service cannot be owned and is consumed at the point of delivery, the process through which it is delivered, the person who delivers it, and the environment in which it is delivered become an indicator of whether a customer leaves satisfied and if they will want to return.
Fundamental Characteristics of a Service There are five fundamental defining characteristics of a service. These characteristics are the basis of the 7P model for marketing.
The customer does gain something when they leave. This may be legal advice or a checkup by a doctor. Tangibility needs to be created within the experience and this is done through the environment in which the service is delivered.
Heterogeneous — All service experiences are unique. This means that there is a variety that needs to be anticipated and catered for.
Factors external to a customer or a service provider such as traffic or a storm can impact the service experience. In addition, factors internal to either of the two participants can also have an impact such as personality traits or a bad day.
Apart from this, the same person may react to the same situation differently on two different days. All these factors make it hard to provide a standard service experience. Production and Consumption — A service is created and used up at the same point in time.
This means that the customer and the employee are both part of the process and are equally important to the experience. Perishable — A service can be stored, returned or resold.Towards the end.
we have tried to summarize the various findings of our survey along with those of the entire research report in order to arrive at a comprehensive and holistic understanding of the global marketing strategies followed by McDonalds and thereby provide few recommendations.
Holistic marketing incorporates internal marketing, ensuring that everyone in the organization embraces appropriate marketing principles, especially senior management.
Internal marketing is the task of hiring, training, and motivating able employees who want to serve customers well. “The brand was global, the scale as well, but there was no holistic approach of the digital”, he says, adding they acknowledged lacking talent in house on this topic.
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