Interpersonal Skills Essay

Interpersonal skills are very important to have and develop in life, they are the foundation to the relationships we make throughout our existence. We are interacting with people on a daily basis, even if for a brief moment in time and, those interpersonal skills are the tools we need to make those interactions as positive and effective as possible. This is especially true with our workplace interactions. Throughout our work experience, we will constantly collaborate and interact with others on all aspects of work in order to get the job done. There are many different dimensions of interpersonal skills that include verbal and non-verbal communication, effectively delivering feedback and being open to accepting constructive criticism, efficiently dealing with disagreements, and understanding how technology has an effect on theseskills in the workplace. By understanding these types of interpersonal skills we can more positively influence and support each other, create an encouraging work environment and collectively work together to thrive in our employment. These interpersonal skills will determine our degree of success in the workplace. Furthermore, the absence of these interpersonal skills will hinder our other talents and knowledge and result in a dysfunctional work environment. Interpersonal Skills When thinking of a person we like to be around, it can be difficult to pinpoint the exact reasons why we enjoy their company. A common reason is that they are good communicators. It’s easy to talk to them, they relate well to you, they have a positive attitude and are generally pleasant to be around. Similarly, we all know someone who has difficulty communicating with others. Maybe it’s your coworker, a longtime friend, the clerk at your favorite store or a family member. Everyone is different and interpersonal communication skills vary depending on how well they are in tune with themselves and others. Interpersonal communication is simply the way people communicate with each other (Interpersonal Skills, 2013). Whether interactions are of a social or professional nature, having good interpersonal skills will improve those interactions. The messages sent to others while communicating are both verbal and nonverbal (Adler, 2010). The words being spoken, the listener’s perception of their meaning, the body language of the communicators involved and the environment where the communication is happening are factors of interpersonal communication (Adler, 2010). With all of these moving parts it’s easy for misunderstandings to occur. Often times there is a disconnection between what a speaker actuslly says, what the speaker intended to say and the meaning the listener applies to what the speaker said (Adler, 2010). Linguistic theorists C. K. Ogdfen and I. A. Richards are famous for creating the triangle of meaning. This model shows that there is no direct relationship between an idea, process or other referent and the word (or other symbol) used to represent it. Rather, the pathway to understanding – or misunderstanding – passes through the mind of the sender or receiver. (Adler, 2010, p. 92) Speaking with clarity and removing equivocal terms, or terms with two different, but equally acceptable meanings is one way to mitigate inevitable misunderstandings (Adler, 2010). By eliminating the use of slang in a professional setting and being cognizant of the use of jargon communicators can also help to reduce misunderstandings (Adler, 2010). There is an appropriate place and time for everything and being aware of the audience and how messages will be received can keep verbal messages on a direct path of understanding to the listeners. Nonverbal communication often affects the way information is received more than verbal messages because, as the timeless phrase tells us, it’s not lways what you say, but how you say it that can leave a lasting impression. Nonverbal communication is anything other than the words coming out of your mouth (Adler, 2010). If your boss has a slouched posture and disinterested expression on their face, this may make an employee feel discouraged about bringing forth important concerns. If a colleague is making poor eye contact and constantly checks their watch, this may a message of disinterest to a coworker. People that often encroach upon others’ personal space can find that this affects the attitudes of others towards them. Most times you cannot control if your intended verbal message is received properly, but you can control if you are fidgeting and the amount of focus you are portraying to anyone you communicate with. Verbal and nonverbal communication skills go a long way towards improving overall interpersonal skills. One can improve their interpersonal skills and facilitate optimal communication by developing better networking, team work and leadership qualities (Interpersonal Skills, 2013b). Networking skills are exemplified when an individual is self-confident, communicates effectively and never stops building connections in their personal and professional networks (Interpersonal Skills, 2013b). People with great interpersonal skills can easily act as the ‘go-to’ person in their social circle or professional organization. They can connect the dots for others because they relate well to others and move through various interpersonal environments effortlessly. Collaborating well with others and working towards a common goal illustrates good team work. Individuals with interpersonal prowess cooperate with others to achieve the group’s goals. They value the ideas and contributions of each team member by actively listening and encouraging each and every team member to participate. Strong leadership skills require highly developed interpersonal skills. A leader with confidence, an open mind and who readily gives due praise can motivate others to work harder and achieve more (Adler, 2010). Using one’s expertise to delegate appropriately and mentor those who need it are natural characteristics of a leader (Interpersonal Skills, 2013b). Poise, grace and charisma also play a large part in the impression left after any interpersonal interaction. Those with robust interpersonal communication skills understand not only themselves, but also those around them with a fluid flow of cause and effect.. Dealing with Criticism One cause for communication that relies heavily on interpersonal skills in order to attain a successful outcome is criticism. Dealing with criticism from any aspect can be tricky, if not handled in the right way this kind of conversation can quickly go awry very quickly. While giving and receiving praise is easy and pleasurable to manage, encountering criticism is inevitable. Whether speaking out about a complaint or being the one to receive another’s dissatisfaction, criticism can spread like a wildfire of negative emotion and can result in a workplace climate where people are defensive. With the right tools though, someone can effectively deliver and respond to constructive criticism as well as use that information to develop and grow more. Offering constructive feedback can be more stressful than receiving it, because we know that we may offend others by telling them something they may not want to hear. Anticipating the confrontational nature of the encounter is unnerving, but can be best minimized by having a good attitude, carefully planning the message and being well prepared in the delivery. A good attitude is imperative to fostering development in others, positively influencing work relationships, and most importantly, will also help make others feel more receptive to the constructive feedback you may have. The essence of a more positive attitude is respect†¦that comes from how we construct messages; how we speak and act can be more important that the words themselves, as well as paying close attention not only to what you say but also to your nonverbal behavior, including your vocal tone and facial expression, when expressing yourself. (Adler, 2010) In addition, part of having respect and demonstrating equality for others is showing a genuine concern for them and being honest in communicating, which also gives others a feeling of being valued and appreciated. Planning your constructive feedback content is also essential n making your message most effective, and minimizing a defensive reaction (Adler, 2010). â€Å"Organize your thoughts or the sequence of events that you would like to discuss†¦and might even wish to refer to note card†¦as it ensures you get the information correct and can offer the impression that you have carefully considered your comments† (Garne r, 2006). Your message should define the problem clearly with sufficient detail, stay concise, accurate and on topic. The message should address one topic so as to not overwhelm the receiver and potentially cause the individual to become defensive. A good idea, would be to include any ways in which the recipient will benefit from heeding your feedback. When receiving criticism, a respondent will be more accepting if their strengths and positive actions are acknowledged. Finally, the delivery of your feedback should be in a way that is most conducive to convincing the receiving individual. The use of descriptive statements, or â€Å"I† language, refocuses evaluative statements on the speaker instead of judging the other person because they clearly state the reason for bringing up the matter as well as the speaker’s feelings (Adler, 2010). Avoid using â€Å"you† statements that can very easily make the situation take a turn for the worse by making the individual defensive. Pay close attention to your nonverbal communication, so as to avoid demeaning the other person, such as speaking loudly, sounding condescending or pointing your finger (Adler, 2010). Finally when giving constructive feedback, it’s most important to deliver your criticism privately (Adler, 2010). There is nothing worse than feeling embarrassed and belittled, because you feel like you’re being scolded in front of others. Reacting in defense is very easy to come by when you’re on the receiving end of constructive criticism. â€Å"Receiving criticism can actually trigger the flight-or-fight response†¦feeling the desire to withdraw (flight) or retaliate (fight)† (Garner, 2006). Luckily, there are many strategies that can be implemented to help in listening non-defensively and might leave you more open to the feedback. Some strategies include recognizing your body’s physical response to criticism-prone situations, keeping an open mind, recognizing there may be truth in the criticism, and viewing it as an opportunity for personal growth. As you realize that you are being criticized you may feel your heart race a bit, your blood pressure rise, your mouth become a bit dry, and your skin temperature may change†¦however, it may be best to simply realize that these are somewhat instinctual responses and succumbing to them may not best serve your long-term goals† (Garner, 20 06). We learn something new every day from the people around us, especially in the workplace where there are a wide range of skills and knowledge spanning different departments (Adler, 2010). By keeping an open mind and listening thoughtfully, you may learn something useful. While it can be hard to listen sincerely when being criticized, asking for examples or clarification, paraphrasing and even keeping notes of your critic’s comments can give you something to do besides defend yourself†¦and will show your critic that you take his or her comments seriously† (Adler, 2010). Doing these things, they may allow you to be more open to recognizing there might be some validity in your critic’s feedback, especially if this is an opinion others may share. You must avoid excuses, rationalizations and blaming others so as to deviate from the situation. Being honest with yourself is most important and taking the opportunity to develop and grow will benefit you in the long run. It is both the critic and the recipient’s responsibility to work together as a team to focus on finding a cooperative solution that meets everyone’s needs. â€Å"The goal of critical communication is to ensure that there is a dialogue†¦important information may be missed that might help better assess the particulars of the situation† (Garner, 2006). Both party’s perspective should be heard with respect and with as much of a non-judgmental attitude as possible. New information can potentially be uncovered that may influence one’s view of the circumstances, that would otherwise remain undisclosed if the other’s case is not fully heard. Finding someone to place fault on is counterproductive and will not work for satisfying both individuals. A more gainful approach is focusing on finding an effective solution is most beneficial to everyone involved (Adler, 2010). The goal is not to have a winner and loser, but to have a mutual understanding about the topic and how things can change for the better (Garner, 2006).

BB concepts

Transactional (timely exchange of products and services) Value-added (falls between transactional and collaborative) Collaborative (alternatives are less, complex purchases and high prices) Transactional: Timely exchange of g/s in a highly competitive market in terms of prices. Autonomous, no/little concerns towards the need of customers or sellers. The relationship ends once the purchase Is done Types of products- packaging, cleaning products or commodity products where bidding is involved Collaborative:Occurs when few alternatives are present and involves complex purchases. Prices too are high. Switching costs are very high and extremely important to collaborative customers. This is because the organizational customers invest in their relationships in the following areas: Money People Training costs Equipment Procedures & Processes The needs of both the customer as well as the seller is taken care of. Trust and commitment are the key factors In such a relationship and they exists w hen one party has complete confidence In the other partner's Integrity and ability.Egg: IBM/GE/ Intel/ DuPont- Sucrose, etc. In case of high tech IT products, collaborative relationship can be very beneficial. It focuses on joint problem solving and resource sharing. Value drivers in Collaborative exchange: Value creation through core offerings- direct cost, delivery performance Value creation within sourcing process- acquisition cost Value creation at the customer level of operations- ops In order to achieve the key supplier status In collaborative exchange, one must- Target the right customerMatch with their purchase requirements Develop strategies to build trust and commitment in order to reduce the perceived risk in the minds of the buyers. Value-added In-between transactional and collaborative. They are those businesses which apart from Just attracting customers also try and retain customers by: Providing additional services Developing customized services according to customer needs Provide incentives to the customers on a regular basis to retain them Egg: Tate & Lyle and food ingredients The buyer seller relationship depends mainly on:Market conditions- Highly volatile/ less alternatives go for collaborative, Low prices/ low complexity go for transactional o/w collaborative Improving transactional customer loyalty: Adopt differentiation strategy- this strategy suggests that the value created to the customers which is measure by high margins and sales should exceed the cost involved in creating and delivering the customized product/ services. Adopt activity based costing- BBC is a method that allocates the cost of performing various service to each customer.This will enable the firms to accurately identify who are the most profitable customers. The whale curve which is the result of BBC tells that 80% of sales revenue comes from 20% of the customers. The firms should therefore either retain the most profitable customers, convert unprofitable one to profit able or fire those who are not profitable. Managing unprofitable customers- Reduce cost to serve Increasing profitability- life time value All this can be done through adopting the right CRM strategy The CRM strategy: Acquire the right customers

Professional Development Plan Essay

Introduction The Professional Development Plan (PDP) is a structured process made by an individual to reflect on their own learning, performance and/or achievement and to plan their personal, educational and career development. PDP complies a range of procedures, such as planning, doing, recording, and reflection. (The Higher Education Academy 2012) The objective of this PDP is to help improve existing skills or to develop new ones. In order to do so, a self-assessment, SWOT analysis, SMART and Belbin’s self-perception inventory will be completed, to acknowledge strengths and weaknesses. Section 1: Professional Development Plan For this PDP three distinct goals will be developed. * Individual Goal – Time Management and Personal Organisation * Group Working Goal – Searching databases * Academic Goal – Listen, read and take notes To help set the goals, three goals worksheets were completed and the SMART diagnosis was applied (See Appendix 1 and 2). SMART is an acronym for Specific, Measurable Attainable, Realistic and Time-bound. (Scanlon 2011) Time Management and Personal Organisation This goal was chosen as the individual goal because managing time and being organised was always a struggle, and therefore for several times in numerous occasions the effect was unpleasant. By being able to manage time and being more organised, opportunities will rise to have a more effective performance in personal, academic and professional life. This weakness was noted through the self-assessment comprised by a friend, a colleague and myself (See Appendix 3). This skill was not developed sooner out of pure laziness and lack of motivation. To achieve this goal I will do weekly schedules to see what was done during the week and check if certain activities were accomplished (See Appendix 4). This goal is set to be developed until 11th March 2012. Searching Databases This goal was chosen as the group working goal because searching databases was always a difficult task, either it was for personal, academic or work related purposes. Whenever there are group works, this task is always passed on to other members, which made my ability to improve less feasible. This weakness was noted through the Belbin Test (See Appendix 5). This skill was not developed until now because there was lack of knowledge of databases resources. To achieve this goal I will carry on a research about Miss Universe, looking for information in all resources I can find (See appendix 6). As there were no relevant books on the subject, I had to confine the search to the Internet. This goal is set to be developed until 12th March 2012. Listen, Read and Take Notes This goal was chosen as the academic goal because as English is not my first language, it is sometimes difficult to keep up with lectures and at the same time take notes, as well as it is difficult to read, comprehend in just one go, and take notes. By developing this skill, when preparing for exams, being in lectures, workshops and work meetings, listening, reading and taking notes, will become simple, efficient, quick and easy. This weakness was noted while in class, at home and at work, and later on identified in SWOT analysis and also through the self-assessment comprised by a friend, a colleague and myself (See Appendix 3 and 7). The SWOT analysis is a notably useful tool to identify and analyse opportunities for development and related barriers and challenges. SWOT is an acronym for Strengths, Weaknesses, Opportunities and Threats. Being Strengths and Weaknesses internal factors and Opportunities and Threats external factors. (Scanlon 2011) To achieve this goal I will take notes from lectures and from a few pages of one of the recommended books for this unit (See Appendix 8). This goal is set to be developed until 12th March 2012. Section 2: Progress Review Time Management and Personal Organisation For this goal I did weekly sheets to see my development. I did the first weekly sheet in 19th December 2011. As I was not working at the moment my only responsibility was University, and seems like the less responsibility one has, the less he/she does. That is exactly what was happening. I was spending most of my days watching television and/or watching series online, or simply just spending days sleeping. I had my mother and a friend over for Christmas and New Year. With their presence here, I felt like doing even less, because all I wanted was to spend time with them or go out and show them Manchester. So basically all the activities I was always planning to do, I ended up not doing them. I knew I had an exam in early January, and yet I did not study until the week before the exam. I managed to pass the exam with a low pass, 44%, but I know I could have done much better if only I dedicated myself to study longer and in advance. So after this happened I realized it was time for me to stop being lazy and change my attitude towards the use of my time. I started watching less television and less series online. I started reading a novel ‘The Lucky One’, I started getting more worried with the planning of my PDP, I joined the gym and I was more focused in finding a job. For a while it was difficult having so many activities after not having basically none. I started going to the gym more often, like twice or three times a week. I started going to Church also; I did not go in a long time. I was more focused in classroom, and I understood more of the topics in study. I was feeling more motivated, less lazy, and I was managing my time very well. I was more organized with my studies, and personal life. I kept a diary so I would know what I did and what I needed to do. So in the end, I think the development of this goal helped me a lot, it improved my attendance in University, and also my productivity at home. Searching Databases For this goal I did a research on Miss Universe. Their history, how it started, who invented it, what is its purpose, previous contestants, the actual Miss Universe Leila Lopes, that is Miss Angola, from my birth country. I have to admit I chose this as my research topic because of how proud I am of her. She is a beautiful woman, and gave her best and deserved to won. As I was doing the research on the subject, I realized I did not choose the best topic to do a research, because I could only find information on the Internet. There are no relevant books on this subject, and even the news I found, were on online newspapers. But as I did not have more time to think of a new topic, and start doing a new research, because I still had my last goal to develop, I had to keep up with lectures of both units, and look for a job, I just kept this topic. I do not think I had great improvements with this goal, and it was mainly because of my topic of research choice. I could not explore others sources, and that confined me to the Internet, which has a wide range of irrelevant information. So this is one goal I will keep on developing because it is really necessary for the years ahead. Listen, Read and Take Notes For this goal I gathered as evidence all the notes I have from lectures I attended, and notes I made from a few pages of one of the recommended books: ‘Organizational Behaviour’ by Buchanan and Huczynski (2010). It was hard in the beginning because I did not know where to begin. I was trying to be more focus in class, by not having my phone close, and not talking with colleagues unnecessarily. As we only have 2 classes per week, it was hard to develop this skill, so I decided that notes from the lectures alone would not be enough. I started to do notes from the book referred above. And after a while I was feeling more confident, my notes were becoming good. I would write more in the lecture notes, instead of just listening and getting home, and not knowing what were the main points of that topic. I will still keep on developing this skill because it is non-stop, I know I am still far from excellent, but it was good to give it a go, and actually see some changes even though they are little. Goal Setting and S.M.A.R.T goals Specific – What (goal), why (reasons), which (constraints) etc.? Clearly stated outcome you wish to achieve. Measurable – Can progress be assessed? A goal that you can evidence, i.e., demonstrate its achievement in way and can show progress. Attainable – Can the goal be accomplished? The goal should not be too high or low. Goals that are set too high or too low become meaningless. It should stretch you a bit, without being too extreme. Realistic – Is the goal worthwhile? Make sure goal can be achieved within the framework of your life before the submission date, not as you would hope or would like it to be. You have to be willing and able to work on the goal. Time-bound – What is your target completion date? Make sure goal that you set for yourself can be achieved within the timeframe and before the submission deadline of 14 March 2012. You must have start and endpoints.

Marketing Philosophy Essay

Efforts of reviewing and modelling marketing elements, concepts and philosophical attitudes were numerous and effective. But with new challenges causing hurdles in making marketing function more effective on macro- and micro- level of the economy, a revision of marketing philosophy is always at place. Elements of marketing philosophy Dibb and Simkin (2004)| Lancaster and Reynolds (2005)| Blythe (2005)| Drummond and Ensor (2005)| Morgan (1996)| 1. Production orientation 2. Financial orientation 3. Sales orientation 4. Marketing orientation 5. Customer orientation 6. Competitor orientation 7. Interfunctional Coordination| 1. Production orientation 2. Sales orientation 3. Marketing Orientation| 1. Production orientation 2. Product orientation 3. Sales orientation 4. Customer orientation 5. Societal marketing 6. Relationship Marketing| 1. Production orientation 2. Product orientation 3. Sales orientation 4. Financial orientation 5. Marketing Orientation| 1. Cost philosophy 2. Product philosophy 3. Production philosophy 4. Sales philosophy 5. Erratic philosophy 6. Marketing philosophy 7. Social marketing philosophy| As indicated in Table 1, authors tend to use various terms for the elements of marketing philosophy: a) ‘orientation’ (Dibb and Simkin, 2004; Lancaster and Reynolds, 2005; Blythe, 2005; Drummond and Ensor, 2005); b) ‘philosophy’ (Morgan, 1996); c) ‘concept’ (Kotler and Armstrong, 2008). Even the Lithuanian authors, who wrote the first university book on marketing, professors Pranulis, Pajuodis, Virvilaite and Urbonavicius (1999, 2000 and 2008) have used the Lithuanian counterpart word ‘orientation’. Following this broad tendency of the term ‘orientation’ usage, here, in this article, the choice of the ‘orientation’ term will be applied. The renowned American professors Kotler and Armstrong (2008, pp.9-12) indicated that their choice of marketing management orientations were as follows: * the production concept, * the product concept, * the selling concept, * the marketing concept. * the societal marketing concept. A similar opinion was expressed by a group of Lithuanian marketing professors, where they classified marketing orientations as follows (Pranulis et al., 1999, 2000): a) production orientation, b) product orientation, c) selling orientation, d) marketing orientation; e) socialethical marketing orientation. Because of the difficulty of incorporating all the various facets of marketing into a single definition, Lancaster and Reynolds (2005) distinguished features of the subject in the following statements (Lancaster and Reynolds, 2005, p.16): †¢ â€Å"Marketing is dynamic and operational, requiring action as well as planning. †¢ Marketing requires an improved form of business organisation, although this on its own is not enough. †¢ Marketing is an important functional area of management, often based in a single physical location. More importantly, it is an overall business philosophy that should be adopted by everybody in the entire organisation. †¢ The marketing concept states that the identification, satisfaction and retention of customers is the key to long-term survival and prosperity. †¢ Marketing involves planning and control. †¢ The principle of marketing states that all business decisions should be made with primary consideration of customer requirements. †¢ Marketing focuses attention from production towards the needs and wants of the market place. †¢ Marketing is concerned with obtaining value from the market by offering items of value to the market. It does this by producing goods and services that satisfy the genuine needs and wants of specifically defined target markets. †¢ The distinguishing feature of a marketing orientated organisation is the way in which it strives to provide customer satisfaction as a way of achieving its own business objectives.† The author of the article proposes the following perception on the classification of marketing orientations, which constitute the marketing philosophy essence: 1) the production orientation, 2) the product orientation, 3) the financial orientation, 4) the selling orientation, 5) the marketing orientation, 6) the market orientation (which extends to internal and external orientations), 7) the social-ethical marketing orientation, 8) the holistic marketing orientation (which extends to internal marketing orientation, integrated marketing orientation, social marketing orientation relationship marketing orientation). The holistic marketing concept was proposed by Kotler and Keller (2007) but it was not mentioned or wider discussed in the textbook of Principles of Marketing (Kotler and Armstrong, 2008), but introduced in their co-operative book on Marketing Management (2007). For this reason, it is viable to include this new orientation in the proposed model (Figure 3), as it integrated at least four other sub-orientations: a) internal marketing orientation, b) integrated marketing orientation, c) social marketing orientation and d) relationship marketing orientation. Internal marketing orientation will be directly dealing with a Marketing Department within an organisation. It will directly subordinate to the senior management level and other organisational department, emphasising the organisational culture and micro-climate, suitable for effective work and success factors in marketing performance. Integrated marketing orientation would focus towards integrated marketing communications, the cost-effective selection of marketing channels and integrated development of products and services within the scope, demand and challenges of the national and international markets. Social marketing orientation would be focusing on the concept of societal marketing proposed by Kotler and Armstrong (2008), where the basic societal marketing triangle is based on the well-being of the community, incorporating the corporate social responsibility of companies and non-profit organisations, legal issues and environmental protection issues, which altogether streamline the sustainable development of the economy and consumption patterns. Relationship marketing orientation would be concerned with fostering the customercompany relationship with consumers, offering value added products and services. This orientation will also foster the company-partner company (B2B) relationship, seeking trust and reliability in partner selection process and its maintenance for coming years. Therefore, marketing channels should be effectively developed to reduce costs and enhance profitability ratios for all three market participants: a) producers, b) distributors and sellers, c) consumers. The market orientation is proposed to be grouped as internal and external orientations. Though Narver and Slater (1990) proposed a model that identified the components of market orientation as: †¢ Customer orientation, which incorporates customers’ perceptions and understanding by customers’ creating value, offering cost-effective solutions to satisfy their needs. †¢ Competitor orientation emphasises one of the marketing’s functions, i.e., to seek competitive advantage in the market. Competitor analysis, performed in various techniques (e.g. PESTED analysis, Porter’s forces analysis, Boston matrix analysis, etc.), gives a company tools to objectively evaluate competitors’ capabilities and results on the market. †¢ Organizational culture if analysed on an individual basis could be either included into market orientation factor or in the holistic marketing orientation, depending how integrative the marketing philosophy is on an organisational level. Organisational culture should support customer service and customer relationship development throughemployee performance prism. †¢ Interfunctional coordination should focus on the interaction between internal functional areas of the organization which best serve customer need and satisfaction, which in other cases would correspond to the relationship marketing orientation (Kotler and Keller, 2007). †¢ Long-term focus would incorporate the consideration of how the above can be sustained, and financially viable, over the long term. In this paper the proposition by Drummond et al (2000) is closer to the author’s perception of market orientation, therefore the constituent parts of the market orientation are considered to be the balance between: a) External market orientation: customers, competitors and other external stakeholders. b) Internal market orientation: employees and other internal stakeholders. Marketing Orientation The term marketing is used extensively in modern life. If you stop someone in the street and ask them what it means, they will probably use words like â€Å"advertising†, â€Å"market research† and† a modern word for selling†. In fact, marketing is a lot more than just selling, advertising and research, although all of these functions are important aspects of marketing. The Chartered Lrstitute of Marketing in the UK defines marketing as follows: â€Å"Marketing is the management process which identifies, anticipates, and supplies customer requirements efficiently and profitably†. So what is marketing orientation? In the next sections we shall explore this. First we will consider what it means for an organisation to adopt a marketing-based business philosophy. We shall then consider the evolution of the marketing concept and look at how marketing orientation has influenced organizational structures in business. An Overview of a Marketing-based Business Philosophy The points below describe marketing and its role in a marketing based business philosophy. We shall then go on to consider a marketing-based philosophy in more detail. * Marketing is a management process, and the support of management for the marketing concept is a key element in its success. Today, a company has to be marketing orientated if it is to be successful. * Marketing is involved with identifying customer requirements – usually with market research. * We have to consider current needs and anticipate the requirements of the customer in the future. This requires planning – a very important aspect of the marketing process. The satisfaction of the needs will require the supplier to provide benefits – the right market offering at the right place at the right time. * Truly market-driven companies adopt strategic level marketing, where marketing has a key role in defining the long-term objectives and mission of the company. In this way, a strategic framework is established whereby the customer is placed at the centre of the organisation’s activities. * Marketing is not just for profit-making companies. Marketing is for any organisation that has customers, and that includes charities and government bodies. Very many selling jobs in fact are in non-profit-making organisations, although very often the people who have those jobs would not think of themselves as salespeople! Marketing is a business philosophy, the process responsible for anticipating, identifying and satisfying customer current and future needs. The marketing philosophy developed out of the need by producer manufacturers, whose focus was on efficient production, to compete more effectively in their markets. They turned their attention away from mass production at lowest unit cost to try to anticipate the specific needs of customers and produce products/services whose benefits would satisfy those needs. Marketing is sometimes referred to as a ‘pull strategy’. The principle is that we understand customer needs and produce products or services, which meet those needs through specific benefits. Customers will want to purchase products or services, which they perceive as meeting their needs and wants. Literature review on marketing challenges in the new millennium The precondition, which fostered to review the challenges for the marketing in the new millennium, was the statements in various forms and shapes, which appeared during the past decade in text books, social networks, media and social forums. The selection of disturbing statements were selected and presented here for the discussion. The biased perception of marketing functions and orientations at the dawn of the new millennium is not compelling. Traditional (conventional) marketing is visualised as a dead function, notwithstanding the critics of modern marketing practice. The critics bring up the issues of lost customers, mass marketing and viral marketing. Therefore, a more fundamental change for marketing is at stake – towards a more personal touch in the field, as well emphasised by Spellings (2009). Boynett and Boynett (2003) in their book on â€Å"The Guru Guideâ„ ¢ to Marketing: A Concise Guide to the Best Ideas from Today’s Top Marketers† have also identified a number of citations, which question the future of marketing and its conventional functionality. It is apparent that marketing is becoming a multi-disciplinary theory, which inevitably incorporates postmodern aspects of the markets and consumption patterns and consumer behaviour. Selected statements on the death of traditional marketing in the new millennium Authors/sources| Statements| Boyett and Boyett (2003, p.1)| Death-of-marketing gurus rationalize their hyperbole by explaining that marketing is in the throes of fundamental change.| World of DTC Marketing (2008)| Conventional marketing is dead†¦| Bishop (2009)| Marketing is dead; long live marketing: Attracting consumers in the post-mass marketing era| Big Marketing Ideas (2009)| The reason we say viral marketing is dead is not because content no longer spreads in the same way – quite the contrary. But the idea that you could create a flash game or a funny video and expect it to get a million hits and downloads within a week is now patently naà ¯ve. | Wymore (2009)| Forget direct mail, television advertising, and other mass media marketing. They just don’t work anymore. Traditional marketing is dead. In other words, these marketing chestnuts simply don’t stand out in today’s noisy media market.| Spellings (2009)| â€Å"Mass Marketing is Dead. Make Way For Personal Marketing†: The days of mass marketing are coming to an end as we enter a new era of personal marketing. Personal marketing will require more work, more preparation, and smarter implementation, but the rewards will be vastly better than the mass marketing approach.| Selected marketing challenges in the new millennium Sutton and Klein (2003)| Blythe (2005)| Kashani (2005)| Brown (2008)| Kotler and Armstrong (2008)| Bishop (2009)| †¢ Increasing market complexity †¢ Accelerating demand for speed to market †¢ Growing need to capture marketing knowledge †¢ Increasing availability of innovative marketing technologies †¢ Escalating demand for marketing efficiency and effectiveness| †¢ Relationship marketing development †¢ Service quality enhancement †¢ Internet marketing development †¢ Marketing ethics †¢ Marketing strategy revisited| †¢ Commoditisation (change in technologies, more informed customer, more intense competition) †¢ Consolidation(mergers & acquisitions) †¢ Power shift †¢ Margin erosion †¢ Value focus| Postmodern challenges: †¢ Hyperreality †¢ Fragmentation †¢ Reversed production and consumption †¢ Decentred subjects †¢ Juxtaposition of opposites| †¢ The new digital age †¢ Rapid globalisation †¢ The call for more ethics and social responsibility †¢ Growth of non-profit marketing| †¢ Aggressive innovations †¢ Building a strong value proposition †¢ Engagement and connection to the customer †¢ Delivering customer experiences at or above expectations| It could be generalised that marketing in the 21st century presents many new postmodern challenges (see Table 3): †¢ shrinking markets, which in effect implies fragmentation and decentralised subjects (Brown, 2008), followed by increasing market complexity (Sutton and Klein, 2003) and market globalisation (Kotler and Armstrong, 2008); †¢ green issues (Blythe, 2005), more marketing ethics (Blythe, 2005; Kotler and Armstrong, 2008) and social responsibility (Kotler and Armstrong, 2008); †¢ marketing strategy revisited (Blythe, 2005) through accelerating the demand for marketing efficiency and effectiveness (Sutton and Klein, 2003) and speed to market (Sutton and Klein, 2003), and aggressive innovations (Bishop, 2009); †¢ advancements in technologies in the digital age (Kotler and Armstrong, 2008), including Internet, commoditisation (Kashani, 2005), communications (Bishop, 2009), internet marketing development (Blythe, 2005), increasing availability of innovative marketing technologies (Sutton and Klein, 2003); †¢ engagement and connection to the customer (Bishop, 2009), through service quality enhancement (Blythe, 2005), delivering customer experiences at or above expectations (Bishop, 2009), rapidly changing public attitudes towards consumption (Sutton and Klein, 2003); †¢ building a strong value proposition (Bishop, 2009) through growing need to capture marketing knowledge (Sutton and Klein, 2003), power shift (Kashani, 2005) and reversed production and consumption (Brown, 2008). Therefore, marketers are facing the re-evaluation of marketing strategy, applying new tools and sophisticated techniques in the new millennium, where changes are of a constant nature. â€Å"Ultimately, the firms who take the greatest care of their customers’ interests are the ones most likely to maintain their competitive edge in a cut-throat world† (Blythe, 2005 p.332). The case of coffee bars: applying marketing orientations and marketing challenges in the new millennium. In practice, each company selects business and marketing philosophy which suits it best. The decision depends on the company’s type, size, products and services it produces, distributes and sells and etc. In order to apply marketing orientations and marketing challenges to a practical situation, two companies in coffee bars sector: a) an international company STARBUCKS (the USA) and b) a national company COFFEE INN (Lithuania). Their briefs and marketing philosophies will be discussed bellow. The case of Starbucks (the USA) Probably one of the most famous brands in the United States and now in the whole world, reflecting the specific lifestyle of the few generations, is definitely Starbucks. Starbucks is the largest coffee-house company in the world, offering a wide range of various coffees, hot and cold coffee and non-coffee drinks, sandwiches and sweet snacks. Founded in 1979, only as a coffee bean retailer Starbucks became a coffee-house selling coffee drinks as well as beans, when its present headmaster Howard Schultz came in and bought the company from its former owners in 1987. Since then, an extraordinary quick expansion in the Unites States, and from 1996 in the whole world, has begun. Now, Starbucks owns approximately 16 000 stores in the world and announces about opening 900 new stores outside United States in 2009 (on the other hand, Starbucks is closing the same amount of stores in the United States) (www.strabucks.com). It is obvious, that such a big success would be impossible without well selected and formulated marketing philosophy. As one of the most innovative companies in the world Starbucks has chosen social-ethical marketing orientation and declares care for the environment and common wealth as well as for people. The main idea of their philosophy is defined in the Starbucks mission statement. Starbucks has two mission statements which are placed in the official company’s website : „To inspire and nurture human spirit – one person, one cup, and one neighbourhood at a timeâ€Å" and „Starbucks is committed to a role of environmental leadership in all facets of our businessâ€Å" (www.strabucks.com). Social-ethical marketing orientation is getting a trendy buzz word, as environmental and ecological problems are on the increase. Some years ago Starbucks was criticised for wasting resources by using paper and plastic cups, for wasting water and even funding Israel army (Vitkus, 2009). Now this company is shown as the best example of environmental friendly business in the business schools around the world. Starbucks announces its corporate social responsibility Annual reports for the public; here the company describes their attention to the employees, customers and the environment, manifesting marketing orientation, marketorientation and holistic marketing orientation. They started to use cups from recycled paper or biodegradable plastic. Social responsibility is also emphasised in their coffee-bars’ design, posters and various promotional campaigns (the integrated marketing sub-orientation in the holistic marketing orientation). According to Pranulis et al (2008), the main idea of marketing orientation is to create the circle of loyal clients rather than one-time buyers. Starbucks could be called a champion in this field too. The chairman of Starbucks Howard Schultz explains, that a person gets more than just coffee when he/she visits Starbucks – „he gets great people, first-rate music and a comfortable and upbeat meeting place† (www.strabucks.com). That’s why people all around the world are willing to pay for coffee more than in other coffee-bars – they buy and experience, not a drink (the selling orientation). According to Howard Schultz, Starbucks build personal relationships with each of their customers (this implies the relationship marketing sub-orientation in the holistic marketing orientation). Even the waiters at Starbucks are called baristas to make them feel exceptional and proud about their workplace, not to feel just simple service workers (internal marketing sub-orientation in the holistic marketing orientation). Another core element of marketing concept (Pranulis et al., 2008, Kotler and Keller, 2007) is to appeal to customers’ needs. Starbucks does everything to achieve its costumers’ satisfaction. They were the first who offered free internet at their coffee-bars and started to open the stores 10 minutes before the actual opening time just to make customers always feel welcome and happy. Viral marketing has also become one of the most important features of Starbucks‘. You can hardly find and advertisement in any newspaper or marketplace, but they build extremely strong relationships by using social networks, internet and mouth-to-mouth marketing, which means Starbucks meets the marketing challenges of a) the digital age, b) value proposition, c) connecting to customers, d) corporate social responsibility, e) green issues and f) overall revised marketing strategy, g) market shrinking factors (as Starbucks was forced to close down 600 coffee-bars in the USA during the economic slowdown (Milasius, 2008)). The case of Coffee Inn (Lithuania) The other company selected for a comparative study is a national company, located only in Lithuania. Coffee Inn is a coffee-bars’ chain opened a few years ago in Vilnius, the capital city of the country. Started from just one coffee-bar, Coffee Inn now owns 7 coffee-bars in Vilnius and one in Kaunas in 2007 (Vaitiekuniene, 2007). At first, Coffee Inn came into the market with the same concept as Starbucks did. It sells coffee and various coffee drinks, served in paper cups, sandwiches and desserts in small, cosy coffee-bars, located in the city centre. The main difference between Starbucks and Coffee Inn is that Starbucks is a big global company (the globalisation challenge) and can afford applying social-ethical marketing orientation, while Coffee Inn is still too small to afford huge investments for various socialprojects and campaigns and it has chosen the marketing orientation. However, Coffee Inn expands constantly, therefore, sooner or later this company will also apply social-ethical marketing oreintation (now Coffee Inn supports various cultural festivals, such as cultural night TebÃ… «nie naktis, or Street music day, not financially, but by helping to promote them, or by prolonging their opening hours during these festivals). The main idea, the co-owner of Coffee Inn Nidas Kiuberis explains, is that they sell a feeling of pleasure rather than just a cup of coffee (Obcarskaite, 2009). It seems extremely similar to Starbucks idea. The waiters are called baristas too, Coffee Inn also offers free internet access and their menu is quite similar to Starbucks one. Lithuanians sometimes even claim that Coffee Inn tries to copy Starbucks. On the other hand, there are a lot of cafeterias offering similar facilities (e.g., Vero Cafe, Double Coffee and etc.), and Coffee Inn is not an exception. However, Coffee Inn is a lot smaller as coffee-bars’ chain than Starbucks and for this reason it is much easier to control it. Being small enables Coffee Inn to be more flexible and to react to customers’ demands and wants quicker and to create new demands and wants at the same time (marketing orientation). Coffee Inn constantly offers new drinks, snacks and other features (product orientation). They were one of the first who invited customers to come together with their pets, set free book collection and invited everyone to come to read or to donate a book (the communication challenge). While talking about customers’ loyalty, new technologies play an important part here too (the technological challenge): Coffee Inn keeps exceptionally close relationships with its customers using Facebook social network, writing the blog and honestly replying to all the letters and comments. The co-owner Nidas Kiuberis maintains the Coffee Inn blog himself – this is very important, as customers notice, that director of the company itself pays attention to their opinion (Milasius, 2008). Nidas Kiuberis explains, they are following â€Å"guerilla marketing† ideas, because it is the best solution for a small business without large budget, where creativity and energy are the most important things (Obcarskaite, 2009). â€Å"Viral marketing and personal blog writing costs nothing and gives better results, than advertisement on TV – your loyalty for customers loyalty, these are the things every company seeks, especially in a crisis time† (Obcarskaite, 2009). As a result, Coffee Inn has created a steady circle of loyal customers, who are indifferent to similar competitors, such as Vero Cafe, offers. The Evolution of the Marketing Concept Marketing is basically about anticipating and serving customer needs, but where does the concept come from? In fact, even though the term â€Å"marketing† quite modern, the idea of customer orientation is as old as trade itself. For example, if we looked at a pre-Industrial Revolution village, we would see a number of trades-people such as the blacksmith at work. These people provided the villagers with what they wanted. There was no question of producing large volumes of goods and assuming that people would take them. Everything was made to order – the customer had needs and the supplier met them. Conclusions In the changing market environment with changing customer behaviour and seeking business opportunities, companies face marketing challenges on a daily basis. In the process of theoretical research, a modified model of marketing orientations, which form the marketing philosophy, was proposed, comprising eight major orientations, where market orientation and the holistic marketing orientation are split into further sub-orientations. The other task for the author was to review and structure marketing challenges in the new millennium and test these issues in two cases of coffee-bars sector on international (Starbucks) and national (Coffee Inn in Lithuania) markets. Starbucks and Coffee Inn both follow similar marketing orientations. Starbucks follows social-ethical marketing orientation as a basis of business, while Coffee Inn is being still guided by the marketing orientation. Both companies sell an experience, rather than just coffee and image is very important for the customers of these companies as they are mainly young people (20-40 years of age, Miksys, 2008). Both companies use viral marketing techniques, though Coffee Inn can create closer relationships with its customers, because it is able to react to changes quicker. Loyal customers could be called the biggest strength and competitive advantage of these companies as they do not compete on price, just by creating exceptional atmosphere.

Celebrity Endorsement in India Essay

In India, celebrities are idolized as Gods and marketers have been trying their best to tap on this emotional connect of the people with the celebrities. Today, most of the popular brands are being endorsed by a famous personality either from entertainment industry or sports arena. Strategic brand positioning and effective communication are the keys to success in today’s market where many brands compete in the same category for the market share. Companies are employing their maximum might to promote their brands and occupy a long lasting image in the minds of the consumers. In India, television is the most popular and effective means of the mass communication. There are over three million television commercials being aired every year. However, 80 percent of them are forgotten by the people in a day or two. So, it is imperative for the marketers to ensure that their ad campaign stands out amongst the crowd (Suhalka, n.d.). Since advertising is a highly critical tool for luring customers to make purchases, Indian firms are investing millions of rupees on celebrity advertising (Khatri, 2006). Celebrity endorsements are also an easy option for Indian marketers because of the disparities of the Indian consumer base in terms of religion, ethinicity, value system and most importantly economic variations. Therefore, advertisers in India emphasis a lot on brand recall and customer persuasion for differentiating their ad campaigns from those of the counterparts. It is here that celebrity endorsement provides a tremendous boost (Surana, 2008). For instance, one of the strongest celebrity endorser is cricketer Sachin Tendulkar who is a youth icon and endorses many successful brands like, Pepsi, Boost, Aviva Life Insurance, TVS, Britannia Biscuits, Visa, Airtel etc. Like, Shahrukh Khan, Amitabh Bac hchan, Kareena Kapoor also have many brands in their kitties. Indians love their celebrities and blindly follow their suit. This has proved to be a boon for the marketers and celebrity endorsement is just getting better by the day. It has now become an indispensible part of the marketing communication strategy. It is a win ?win situation for both the celebrities and the brands. However, the consumers are ones who are least benefitted as they end up paying more for the products and services. References: †¢ Khatri, P., 2006. Celebrity Endorsement: A Strategic Promotion Perspective. Indian Media Studies Journal, 1(1).Pp. 25-37 †¢ Suhalka,G.n.d. Celebrity Endorsers and Endorsements in India- The Rise and the Impact [pdf] Available at: http://www.ndtvmi.com/b4/dopesheets/garima.pdf [Accessed 18 February 2012] †¢ Surana,R., 2008. The Effectiveness of Celebrity Endorsement in India [pdf] Available at: http://edissertations.nottingham.ac.uk/2069/1/08MAlixrs13.pdf [Accessed 18 February 2012] Commentary | Theses | Dissertations | Journals & Articles | Proposals & Synopsis | Essays | Promotional Writing | Press Release Copyright  © 2005 – 2012 Project Guru India. All rights reserved. www.ProjectGuru.in

Good Test Takers and Diagnostic Assessment Assignment

Good Test Takers and Diagnostic Assessment - Assignment Example According to Levine (n.d.), there are five types of high-level thinking that differentiate between a good test taker and a poor test taker, namely concept formation, problem solving ability, memorization and application of rules, critical thinking ability, and creativity. Good test takers remember things by forming concepts whereas poor test takers are habitual to cramming things up. Good test takers think logically so they have excellent problem solving ability whereas poor test takers do not think quite as logically and thus do not have as good problem solving ability as the good test takers have. Good test takers easily remember the concepts and are able to apply the rules that govern different subjects whereas poor test takers cannot remember concepts and accordingly, have difficulty applying them wherever required. Good test takers draw conclusions by considering the author’s viewpoint, identifying reliable sources in support of arguments, and consider their biases wherea s poor test takers tend to take the things at face value and draw erroneous conclusions accordingly. Good test takers are creative and like to have their own input into projects whereas poor test takers want guidelines and are not as creative as good test takers. Similarities between good and bad test takers are that both commonly experience test anxiety and difficult situations during test but the way they handle them differentiates between the two. Some ways in which teachers can improve the skills of poor test takers include frequent testing, testing soon after teaching a topic and then retesting later, and testing with cumulative questions.  We should not conclude about a child’s ability or progress using only formative and summative assessments. We also need to carry out diagnostic assessment and authentic assessment before reaching any conclusions about the children’s progress. Drawing conclusion without diagnostic and authentic assessment is inadequate because the teacher tends to assume that all children have the same level of existing knowledge whereas in reality, this is not the case. Diagnostic assessment provides the teachers with a way to map out a route or chart a way using the existing knowledge of the individual children. Diagnostic assessment also provides the teachers with an opportunity to identify misconceptions or gaps in the prior learning of the students so that they exactly know what the children know already and what are they able to do. Diagnostic assessment defines the individual children’s abilities to the teachers so that they can divide their attention among the children as per their needs.

Leadership Principles Assignment Example | Topics and Well Written Essays - 250 words

Leadership Principles - Assignment Example I would take responsibility for my every grade and not seek people to blame about it. I would set good example to every other individual in the education center. As a student I would enhance good communication skills between myself, the tutors and my fellow students. In case of any conflicts in the course of my education process, I would employ the principle of good problem solving skills to ensure that the situation is well handled. c. Am encouraging team work by discussions. I organize discussions and attend as many as possible just to share ideas and help one another. Am leading by an example because at school I have organized a group of volunteers that keeps the compound clean and educate other students on the leadership techniques and skills. d. While doing any research proposal, I make sound and timely decisions, use good problem solving skills which are major principles of leadership. I also ensure that am in the fore front and thus leading by example. e. I will research on more principles of leadership and follow them so that I may be fully equipped and enhance my leadership skills. I will also research on the progress of successful leaders and follow their