Decision_Making(决策)

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1、PrinciplesofManagementUnit-5DecisionMaking8/13/20211MarketingWhatIsDecision-making?Theprocessofidentifyingandselectingacourseofactiontodealwithaspecificproblem,ortotakeadvantageofanopportunity.Adecisionisachoicemadefromalternatives.8/13/20212MarketingTypesofDecision

2、sOrganizationalofficialdecisionsPersonalreflectmanager’spersonalchoicesProgrammeddecisionsroutinedecisionsNon-programmeddecisionsadhocdecisionsusuallymakebyseniormanagementStrategicaffectslongtermsurvival,developmentandgrowthoftheorganizationTacticalconcernedwithday

3、-to-dayoperations8/13/20213MarketingDecision-makingProcessIdentifyingtheproblem,(thatisrecognizingtheproblem,thendefinetheproblembeforediagnosingtheproblemusinginformationfromexternal,internalenvironments)DevelopalternativesolutionsEvaluatealternativesolutionsChoose

4、thebestalternativePlanthecourseofactionImplementthesolutionEvaluatetheresultsandprovidefeedback8/13/20214MarketingModeloftheDecisionMakingProcessStep1IdentifyTheProblemStep2DevelopAlternativeSolutionsStep3AnalyzeTheAlternativesStep6MonitorTheResultsStep5ImplementThe

5、DecisionStep4SelecttheBestAlternatives8/13/20215MarketingDecisionmakingprocessDecisionmakingisacomplexyetimportantresponsibilityofthemanagers..Thisinvolvesthefollowing-IdentifyingtheproblemIdentifyingthedecisioncriteriaAllocatingweightstothecriteriaDevelopingalterna

6、tivesAnalyzingalternativesSelectinganalternativeImplementationEvaluation(fig5.1studyguide)8/13/20216MarketingIdentifytheproblemAproblemisadiscrepancybetweenanexistingandadesiredstateofaffairs.Mostofthetime,problemsarenotobvious.Managersmustbecarefulnottoconfuseareal

7、problemwiththesymptomsoftheproblemIdentifyingtheproblemisasubjectivematter.Whatisaproblemtoonemanagermaynotbeaproblemtoanother8/13/20217MarketingIdentifythedecisioncriteriaDecisioncriteriaarecriteriathatdefinewhatarerelevantinadecisionThemanagermustdeterminewhatarer

8、elevantinmakingadecisionSuchcriteriamaybecost,availabilityoffinancing,growthpotentialetc8/13/20218MarketingAnalyzingtheProblemDefinethepro