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To: edward@transocean.com
Subject: Find out the Marketing Capability of your company! [Marketing Capability Index System]
Message-ID: <5fd01cba3fb7983fcac54f77b899a047@marketing.mis.org.sg>
Date: Tue, 06 Jun 2017 15:25:25 +0800
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 Content preview:  Dear MIS Members and Friends, In recent years there has been
    a considerable debate on the role of marketing in competitive strategy. Numerous
    research findings suggest that marketing capabilities influence both the
   innovation intensity and competitive advantage of the firm, and that marketing
    capabilities should be considered as the complementary assets which contribute
    to superior firm performance. [...] 
 
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Dear MIS Members and Friends,

In recent years there has been a considerable debate on the role of
marketing in competitive strategy. Numerous research findings suggest that
marketing capabilities influence both the innovation intensity and
competitive advantage of the firm, and that marketing capabilities should
be considered as the complementary assets which contribute to superior
firm performance.

Global Chinese Marketing Federation (GCMF) provides the "Marketing
Capability Index Assessment System", developed by the Global Branding and
Marketing Research Center at the National Taiwan University and the Taiwan
Institute of Marketing Science (TIMS), to examine the marketing
capabilities of a firm. To summarise a firm's present marketing strategies
and related activities through a 15-minutes online questionnaire, the firm
then will be able to differentiate the current status of its marketing
capabilities.

We would like to extend an invitation to you to take part in the Marketing
Capability Index (MCI) Survey. This survey is to examine the Marketing
Capability of your company from your present marketing strategy and
related activities.

About the survey

This survey will provide a statistical analysis report to your company
with the suggestions of how to improve your marketing capabilities. This
questionnaire takes about 15 minutes to finish. More info here.

What is the Marketing Capability Index (MCI) Assessment System?

The Marketing Capability Index (MCI) Assessment System is built upon the
4-dimensions evaluation. Integrating 4 major marketing constructs,
including Product Strategy, Promotion Strategy, Marketing Research and
Customer Relationship. The system closely examines all the marketing
strategies of the organisation, such as Segmentation, (New) Product
Development, Brand Development, Sales Force, Public Relations,
Communication, Sales Promotion, Market Analysis, Customer Relationship
Management and Service etc. Derived from answers that you give while
answering all the items listed in the questionnaire, the system will
determine that to which type of the firm it should categorise this
specific organisation. In general, firms can be categorised as one of
these four types judged by their overall marketing capability performance,
that is Original Organisation (Level A+), Master Organization (Level B),
Attention Organisation (Level C) or Transforming Organization (Level D).

Based on the statistical analysis report given by the MCI Assessment
System, the firm can have further interpretations on its strength and
weakness. Customised course mapping of on-the-job training or advanced
learning programs can also be suggested accordingly. The system enables
the firm to establish a long-term tracking mechanism through periodic
assessment and to continuously grow.

Original Organisation (Level A+)
Marketing Capability Index is high.
Firms embrace strong marketing concepts in their core and freely apply a
range of variety of marketing strategies. Brand equity is vital to the
successful business.

Master Organisation (Level A)
Marketing Capability Index is high-medium.
Firms are marketing-oriented and master some general marketing
strategies.

Attention Organisation (Level B)
Marketing Capability Index is medium.
Firms share some basic marketing principles; however, they’re merely on
the average understanding the purpose of the marketing strategies.

Transforming Organisation (Level C)
Marketing Capability Index is low.
Firms are relatively short of marketing strategies and lack of coherence
in use of marketing practice or approach.

Survey Inventor

Professor Jen Lichung
As a citizen of Taipei, Taiwan, Professor Jen currently serves as Chief
Secretary of Taiwan Institute of Marketing Science (TIMS). He is also the
Director of Global Branding and Marketing Research Centre and also a
Marketing Professor in the Department of International Business at
National Taiwan University, Chairmen of Chinese Applied statistics
Association (CASA) Chairmen of Chinese Applied statistics Association
(CASA), Chairman of Taiwan Institute of International Business Studies
(TIIBS), and also the Head of Editor of Taiwan Journal of Marketing
Science (TJMS).

Professor Jen has been involved in project research and lectures for more
than 30 well-known enterprises including Chunghwa Telecom in Taiwan, IBM,
Cathay Bank, Ford Motor, China Petroleum, Panasonic and many more.

Official Launch

MCI will be launched during the Brand Finance 2017 event on 12 June 2017,
held at Capital Tower.

Take the MCI survey now!
http://marketing.mis.org.sg/link.php?M=118697&N=1006&L=1481&F=T

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<head>
<title>Brand Finance Asia Pacific Forum [12 June] – Brand Governance:
Building the brand inside out</title>

<body>
<p style="text-align: center;"><span style="font-size: small; font-family:
tahoma,arial,helvetica,sans-serif;">View this&nbsp;<a
href="http://marketing.mis.org.sg/display.php?M=118697&C=3db58146238a054aa3a6290d35666e35&S=1006&L=50&N=565">online<br
/></a></span><br /><span style="font-size: small;">&nbsp; &nbsp;<img
src="cid:38b1150f1e270ba85a91aaddf3876387" width="620" height="413"
alt="survey.jpg" title="survey.jpg" /></span></p>
<p style="text-align: justify;"></p>
<p style="text-align: left;"><span style="font-size: small; font-family:
tahoma, arial, helvetica, sans-serif;">Dear MIS Members and Friends,<br
/><br /></span></p>
<p><span style="font-family: tahoma, arial, helvetica, sans-serif;
font-size: small;">In recent years there has been a considerable debate on
the role of marketing in competitive strategy. Numerous research findings
suggest that marketing capabilities influence both the innovation
intensity and competitive advantage of the firm</span>,<span
style="font-family: tahoma, arial, helvetica, sans-serif; font-size:
small;">&nbsp;and that marketing capabilities should be considered as the
complementary assets which contribute to superior firm performance.<br
/><br /></span><span style="font-size: small;"><span style="font-family:
tahoma, arial, helvetica, sans-serif;">Global Chinese Marketing Federation
(GCMF) provides the <strong>"Marketing Capability Index Assessment
System"</strong></span>,&nbsp;<span style="font-family: tahoma, arial,
helvetica, sans-serif;">developed by the Global Branding and Marketing
Research Center at the National Taiwan University and the Taiwan Institute
of Marketing Science (TIMS), to examine the marketing capabilities of a
firm. To summarise&nbsp;</span><span style="font-family: tahoma, arial,
helvetica, sans-serif;"><span style="font-family: tahoma, arial,
helvetica, sans-serif;">a firm's present marketing strategies and related
activities through</span><span style="font-family: tahoma, arial,
helvetica, sans-serif;">&nbsp;a 15-minutes online questionnaire, the firm
then will be able to differentiate the current status of its marketing
capabilities.</span></span></span></p>
<p style="text-align: left;"><span style="font-size: small; font-family:
tahoma, arial, helvetica, sans-serif;"><span style="text-align:
justify;">We would like to extend an invitation to you to take part in the
Marketing Capability Index (MCI) Survey. This survey is
to&nbsp;</span><span style="text-align: justify;">examine the Marketing
Capability of your company from your&nbsp;present marketing strategy and
related activities.<br /><br />&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;
&nbsp;&nbsp;<a
href="http://marketing.mis.org.sg/link.php?M=118697&N=1006&L=1481&F=H"
target="_blank"><img src="cid:2704a20a5d6e7d4f4bb1834b9c806eb3"
width="300" height="81" alt="survey button2.png" title="survey
button2.png" /></a>&nbsp;<br /></span></span><strong style="text-align:
justify; font-family: tahoma, arial, helvetica, sans-serif; font-size:
small;"><span style="color: #0000ff;">About the
survey</span></strong></p>
<p style="text-align: justify;"><span style="font-size: small;
font-family: tahoma, arial, helvetica, sans-serif;">This survey will
provide a <strong>statistical analysis report</strong> to your company
with the suggestions of how to improve your marketing capabilities. This
questionnaire takes about 15 minutes to finish. More info <a
href="http://marketing.mis.org.sg/link.php?M=118697&N=1006&L=1482&F=H"
target="_blank">here</a>.&nbsp;<br /><br /><span style="color:
#0000ff;"><strong>What is the Marketing Capability Index (MCI) Assessment
System?</strong></span><br /></span></p>
<p><span style="font-size: small; font-family: tahoma, arial, helvetica,
sans-serif;">The Marketing Capability Index (MCI) Assessment System is
built upon the <strong>4-dimensions evaluation</strong>. Integrating 4
major marketing constructs, including&nbsp;<strong>Product Strategy,
Promotion Strategy, Marketing Research and Customer
Relationship</strong>.&nbsp;The system closely examines all the marketing
strategies of the organisation</span><span style="font-size: small;
font-family: tahoma, arial, helvetica, sans-serif;">, such as
Segmentation, (New) Product Development, Brand Development, Sales Force,
Public Relations, Communication, Sales Promotion, Market Analysis,
Customer Relationship Management and Service etc. Derived from answers
that you give while answering all the items listed in the questionnaire,
the system will determine that to which type of the firm it should
categorise</span><span style="font-size: small; font-family: tahoma,
arial, helvetica, sans-serif;">&nbsp;this specific
organisation</span><span style="font-size: small; font-family: tahoma,
arial, helvetica, sans-serif;">. In general, firms can be
categorised</span><span style="font-size: small; font-family: tahoma,
arial, helvetica, sans-serif;">&nbsp;as one of these four types judged by
their overall marketing capability performance, that is&nbsp;Original
Organisation (Level A+), Master Organization (Level B), Attention
Organisation (Level C) or Transforming Organization (Level D).</span></p>
<p style="text-align: justify;"><span style="font-size: small;
font-family: tahoma, arial, helvetica, sans-serif;">Based on the
statistical analysis report given by the MCI Assessment System, the firm
can have further interpretations on its strength and weakness.
<strong>Customised</strong></span><span style="font-size: small;
font-family: tahoma, arial, helvetica, sans-serif;"><strong>&nbsp;course
mapping of on-the-job training or advanced learning programmes</strong>
can also be suggested accordingly. The system enables the firm to
establish a long-term tracking mechanism through periodic assessment and
to continuously grow.<br /><br />&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;<img
src="cid:8bee69f8ccd1f331a388d6913431e1d1" width="600" height="379"
alt="mci diag.jpg" title="mci diag.jpg" /><br /><br /></span></p>
<p style="text-align: center;"><span><strong>Original Organisation (Level
A+)</strong></span><br /><span>Marketing Capability Index is
high.&nbsp;</span><br /><span>Firms embrace strong marketing concepts in
their core and freely apply a range of variety of marketing strategies.
Brand equity is vital to the successful business.</span></p>
<p style="text-align: center;"></p>
<p style="text-align: center;"><strong>Master Organisation (Level
A)</strong></p>
<p style="text-align: center;"><span>Marketing Capability Index is
high-medium.&nbsp;</span><br /><span>Firms are marketing-oriented and
master some general marketing strategies.</span></p>
<p style="text-align: center;"></p>
<p style="text-align: center;"><strong>Attention Organisation (Level
B)</strong></p>
<p style="text-align: center;"><span>Marketing Capability Index is
medium.&nbsp;</span><br /><span>Firms share some basic marketing
principles; however, they&rsquo;re merely on the average understanding the
purpose of the marketing strategies.</span></p>
<p style="text-align: center;"></p>
<p style="text-align: center;"><strong>Transforming Organisation (Level
C)</strong></p>
<p style="text-align: center;"><span>Marketing Capability Index is
low.&nbsp;</span><br /><span>Firms are relatively short of marketing
strategies and lack of coherence in use of marketing practice or
approach.</span></p>
<p style="text-align: center;"></p>
<p style="text-align: left;"><span style="font-family: tahoma, arial,
helvetica, sans-serif; font-size: small;"><strong><span style="color:
#0000ff;">Survey Inventor</span></strong><br /><br /><strong>Professor Jen
Lichung<br /></strong><span style="font-family: Verdana, Arial, Helvetica,
sans-serif;">As a citizen of Taipei, Taiwan,&nbsp;Professor Jen currently
serves as Chief Secretary of Taiwan Institute of Marketing Science (TIMS).
He is also the Director of Global Branding and Marketing Research Centre
and also a Marketing Professor in the Department of International Business
at National Taiwan University, Chairmen of Chinese Applied
statistics&nbsp;</span><span style="font-family: Verdana, Arial,
Helvetica, sans-serif;">Association (CASA) Chairmen of Chinese Applied
statistics&nbsp;</span><span style="font-family: Verdana, Arial,
Helvetica, sans-serif;">Association (CASA), Chairman of Taiwan Institute
of International Business Studies (TIIBS)</span><span style="font-family:
Verdana, Arial, Helvetica, sans-serif;">, and also the Head of Editor of
Taiwan Journal of Marketing Science (TJMS).</span></span></p>
<p style="text-align: left;"></p>
<p><span style="font-size: small;">Professor Jen has been involved in
project research and lectures for more than 30 well-known enterprises
including Chunghwa Telecom in Taiwan, IBM, Cathay Bank, Ford Motor, China
Petroleum, Panasonic and many&nbsp;</span><span style="font-size:
small;">more.<br /><br /><span style="font-family: tahoma, arial,
helvetica, sans-serif;"><strong><span style="color: #0000ff;">Official
Launch&nbsp;</span></strong></span><br /><br /><span style="font-family:
tahoma, arial, helvetica, sans-serif;">MCI will be launched during the
Brand Finance 2017 event on 12 June 2017, held at Capital
Tower.&nbsp;</span></span></p>
<p style="text-align: left;"><span style="font-family: tahoma, arial,
helvetica, sans-serif;"><span style="font-size: small;"><br
/>Click&nbsp;</span><a
href="http://marketing.mis.org.sg/link.php?M=118697&N=1006&L=1481&F=H"
target="_blank" style="font-family: tahoma, arial, helvetica, sans-serif;
font-size: small;">here</a><span style="font-size: small;"> to take the
MCI Survey to improve your company's innovation intensity and competitive
advantage now!</span></span></p>
<p style="text-align: justify;"><span style="font-size: small;
font-family: tahoma, arial, helvetica, sans-serif;"><br /></span></p>
<p style="text-align: center;"><span style="font-size: small; font-family:
tahoma,arial,helvetica,sans-serif;"><a
href="http://marketing.mis.org.sg/sendfriend.php?M=118697&C=3db58146238a054aa3a6290d35666e35&L=50&N=1006&F=1&i=565">Forward
to a Colleague</a><br /></span><br /><span style="font-size: small;
font-family: tahoma,arial,helvetica,sans-serif;"><a
href="http://marketing.mis.org.sg/link.php?M=118697&N=1006&L=711&F=H">Update
your particulars</a></span><span style="color: #000000;"><span
style="text-decoration: underline;"><span style="font-size: x-small;
font-family: tahoma,arial,helvetica,sans-serif;"><br /><br /><br
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