Decision_Making(决策).pptVIP

Marketing Principles of Management Unit -5 Decision Making What Is Decision-making? The process of identifying and selecting a course of action to deal with a specific problem, or to take advantage of an opportunity. A decision is a choice made from alternatives. Types of Decisions Organizational official decisions Personal reflect manager’s personal choices Programmed decisions routine decisions Non-programmed decisions adhoc decisions usually make by senior management Strategic affects long term survival, development and growth of the organization Tactical concerned with day-to-day operations Decision-making Process Identifying the problem,( that is recognizing the problem, then define the problem before diagnosing the problem using information from external, internal environments) Develop alternative solutions Evaluate alternative solutions Choose the best alternative Plan the course of action Implement the solution Evaluate the results and provide feedback Model of the Decision Making Process Decision making process Decision making is a complex yet important responsibility of the managers.. This involves the following- Identifying the problem Identifying the decision criteria Allocating weights to the criteria Developing alternatives Analyzing alternatives Selecting an alternative Implementation Evaluation ( fig 5.1 study guide) Identify the problem A problem is a discrepancy between an existing and a desired state of affairs . Most of the time , problems are not obvious. Managers must be careful not to confuse a real problem with the symptoms of the problem Identifying the problem is a subjective matter. What is a problem to one manager may not be a problem to another Identify the decision criteria Decision criteria are criteria that define what are relevant in a decision The manager must determine what are relevant in making a decision Such criteria may be cost, availability of financing, growth potential etc Analyzing the Problem Def