Promoting the Local Products of an Elderly Group in Ubonratchathanee Province: A Study of Product Improvement and Internal Marketing in Organization
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Abstract
The objectives of this research included two endeavors: 1) to study effective direction for product development for a community enterprise of the elderly group of Yangkeenok subdistrict, Kuengnai district, Ubonratchathanee province; and 2) to study internal marketing in the Subdistrict Administrative Organization of Kuengnai, Ubonratchathanee province. Key informants included the elderly population and members of administrative organization consisting of the President of Subdistrict Administrative Organization, and relevant personnels in charge of the addressed elderly group. Data collections were implemented through focus group discussion, participatory workshop, non-participatory observation, and the utilization of structured interview. The data analysis was conducted based on the examination of the findings. The elaboration and explanation of the studied phenomenon were synthesized through educated interpretation.
The study found that the local product development endeavors of the elderly group were directed based on the PDCA quality cycle hosted (1) a realistic planning based on existing problematic issues the assignment of desirable target and the identification of relevant supporting resources required for product development process, (2) the implementation of the established plan, (3) the assessment of outputs, and (4) conduction of suitable continual improvement. The research exploration of internal marketing in organization for promoting products of an elderly group showed that effective measures included suitable delegation which assigned right people to the right job, the empowerment of human resource development, the establishment of encouraging working context, and the cultivation of constructive organizational culture. Together, the mentioned measures encouraged positive awareness among the organization’s personnels to realize the significance of product development among the local community enterprise, the elderly group, which promoted further reputation of the products of the studied elderly group among its customers.
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บทความ ข้อความ ภาพประกอบ ตารางประกอบ ที่ตีพิมพ์ในวารสารเป็นความคิดเห็นและความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว ไม่เกี่ยวข้องกับมหาวิทยาลัยสุโขทัยธรรมาธิราชแต่อย่างใด
บทความที่เสนอพิจารณาในวารสาร e-JODIL ต้องเป็นบทความที่ไม่เคยส่งไปลงพิมพ์ เผยแพร่ หรืออยู่ระหว่างการพิจารณาของวารสารอื่น
กองบรรณาธิการขอสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
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