Male and Segmentation Base Essay Example for Free

Male and Segmentation Base Essay Introduction: In this assignment I am going to describe the customer profile for each of the five target groups for product/service and explain how and why these groups are targeted. 1.Product: IPhone 5 Segmentation base: Demographic, Psychographic/ Age, Social class, Target market: Teenagers and Adults Customer profile: Aged mainly between 18+, aimed at both male and female, medium/ high class How/ Why targeted * Product: IPhone 5, mainly used for calling/texting or communicating with others, also used for pictures, music and downloading apps. * Place: T-Mobile, Carphone warehouse, Phones4u, Tesco * Promotion: This product can be promoted through TV advertisement, posters, internet, and leaflets. By promoting this product, more people can then find out about it and it will get more popular which means that more people will be buying is. * Price: The price of IPhone 5 is from  £499  £529 2.Product: Colgate Toothpaste smiles Segmentation base: Benefit segmentation / needs, safety, esteem Target market: Children Customer profile: Aged mainly between 2-6 years old, aimed at both male and female, How/ Why targeted * Product: Colgate Toothpaste smiles is only used by children aged 4 to 6 as it is not a strong as adult’s toothpaste and it has a mild flavour. * Place: Boots, Superdrug’s, Tesco * Promotion: This product can be promoted through TV advertisement, posters, internet, and leaflets. By promoting this product, Adults/ mothers might consider in buying it if they have young children. * Price: The price of Colgate Toothpaste smiles is  £1.32 3.Product: Gucci by flora perfume Segmentation base: Demographical, psychological/ age group, gender, enjoys shopping Target market: Females Customer profile: Aged mainly between 16+, aimed at females. How/ Why  targeted * Product: Flora by Gucci perfume is only used by females as the smell is not as strong as males perfumes. * Place: Superdrug’s, Boots, Pharmacies. * Promotion: This product can be promoted through TV advertisement, posters, internet, and leaflets. By promoting this product, Females will be interested in buying the perfume as the brand is very popular. * Price: The price of the perfume can be between  £40 to  £72 4 .Product: Ford Segmentation base: Psychological, Demographical / lifestyle, enjoys shopping, age group, family size, Target market: young adults/ adults Customer profile: Aged aimed at 16 and over, aimed at both males and females. How/ Why targeted * Product: Ford cars are used by young adults and adults 16+ as it is illegal for anyone younger that this to be driving a car. * Place: The cars can be bought from their website, Auto trader * Promotion: This product can be promoted through TV advertisement, posters, internet, and leaflets. By promoting this product, people that are interested in buying a new car, can then go and visit one of their stores and buy a car. * Price: There are different prices for every car it can start from  £8,000  £20,000 and over. 5.Product: Disney Princess puzzles Segmentation base: Demographic, psychological / activities, interest, hobbies, age group, gender. Target market: female children Customer profile: Aged mainly between 4 5 Years old, aimed at females. How/ Why targeted * Product: Disney Princess puzzles is only used by female children aged 4 to 5. * Place: Argos and WHSmith * Promotion: This product can be promoted through TV advertisement, posters, internet, and leaflets. By promoting this product, parents and guardians might be interested in buying something for entertainment for their child or for a present. * Price: The price of the puzzles can be different depending on the size, but it will be around  £5 to  £10. Business-to-business market Costco to Corner shops 6.Product: Coca Cola Segmentation base: Geographical; region, area of the country, city Target market: males and females Customer profile: Aged mainly between 10+, aimed at males and females. How/ Why targeted * Product: Coca-Cola * Place: Corner shops could buy stacks of Coca-Cola from Costco as it is cheaper to buy it from there. * Promotion: This product can be promoted through TV advertisement, posters, internet, and leaflets. By promoting this product, people are more likely to go to Costco and buy it from there as it will be more cost efficient. * Price: 1 bottle of Coca Cola is  £1.99 at Corner shops, whereas if they go to Costco they will spend less as there will be 8 bottles of 1/2 litre for only  £6.25 Wilkinsfoods to Tesco 7.Product: Eggs Segmentation base: Geographical; region, area of the country, city Target market: males and females Customer profile: any ages, aimed at males and females. How/ Why targeted * Product: Eggs * Place: Tesco * Promotion: This product can be promoted through their website, leaflets and radio. By promoting this product, people will find out about this farm, and Tesco might consider in buying their eggs as they cheap. * Price: It depends on how many eggs the organisation wants; Small, medium, large and very large and come as standard packed into keyes trays (15 dozen outers or 30 dozen outers). Conclusion: In this assignment I have described the customer profile for each of the five target groups for product/service of Tesco’s and Car manufacturer and have explained how and why these groups are targeted.

Intergrated marketing communications in the retail banking sector

Intergrated marketing communications in the retail banking sector Nigeria is among the developing countries in the World today. In the 1980s, several developing countries pursued some form of financial liberalization program or other, in order to boost the development of their countries. (Ayadi and Hyman, 2006). In achieving this financial liberalization, the First Bank of Nigeria Plc played a major role since the development and maintenance of the Nigerian economy. Being the first of its kind in Nigeria. The Nigerian Banking system started its history as far back as 1892 with the establishment of the African Banking in Lagos, the Capital of Nigeria as at then; it was taken over by the Bank of British West Africa (BBWA) in 1894 and was later acquired by Standard Bank of West Africa in 1965. In 1969, Standard Bank of West Africa incorporated its Nigerian operations under the name Standard Bank of Nigeria. In 1971, Standard Bank of Nigeria listed its shares on the Nigerian Stock Exchange and placed 13% of its share capital with Nigerian investors. The bank changed its name to First Bank of Nigeria in 1979. (The journalof African society). Now, First Bank is the biggest bank in Nigeria out of the 25 banks, it has been rated as the largest RETAIL lender in the country. FBN has a subsidiary in London, UK which started its operation in year 2002 having a branch in Paris. The bank as at 2009 December had a total asset of N2,172 billion (USD14,718 million). (First Bank Financial Highlights 2009). Being the first of its kind in Nigeria, it has made a large clientele base and this has given the management so much confidence and a sense of satisfaction which has led to the neglect of customers satisfaction maximizations and feelings. There are 25 banks in Nigeria, although FBN Plc has been rated has the largest retailer bank, other banks are improving on the loop holes of their products and services and using that medium to sap their customers. The Nigerian populace has come to realise that they own the money (capital) of the bank and because of that; they should get the best products and services possible. Doole et al, (2005) says In the fast moving competitive environment it is vital for organisations to provide customer satisfaction otherwise they risk losing their customers to competitors. The penalty for not providing customer satisfaction can be a steep decline in the organisations performance, as Marks Spencer, McDonalds and British Airways (BA) have recently found. Integrated marketing communication consists of varieties of medium of communication all in the name of satisfying customers in order to get new customer and to retain existing customers. Zeithaml et al (2006) says, marketing communication is more complex today than it used to be. In the past customers received marketing information about goods and services from a limited number of sources, usually mass communication sources such as network television and news papers. With a limited number of sources, marketers could easily convey a uniform brand image and coordinate promises. However, todays consumer of both goods and services receive communications from a far richer variety of advertising vehicles- targeted magazines, websites, direct mail, movie theatre advertising, e-mail socialisation and a host of sales promotion. Consumers of services receive additional communication from services capes, customer service departments, and everyday service encounter with employees. FBN Plc is the biggest bank in Nigeria in terms of asset and clientele base but lacks a proper integrated marketing communication system. It has so much relied on the facts that it is the first bank ever in the country and the Nigerian populace believe strongly in the bank because of its strong asset base and because it has stood the test of times. Despite their strong clientele base, FBN can single handled own 90% of the customer population in the country if it adopts IMC. Chris Fill (2009) IMC has emerged partially as a reaction to this inadequacy and to the realisation by clients that their communication needs can (and should) be achieved more efficiently and effectively than previously. The FBN customers are yearning for qualitative and uniform information about their funds and interest. The Nigerian government created a monetary policy reform that was geared to stabilize the economy in short-run and to introduce a market system for effective allocation of resources. The efforts were directed at promoting financial savings, reducing distortions in investment decisions and inducing an effective intermediation between savers, investors and their financial institutions. (Ayadi and Hyman, 2006). Integrated marketing communication build a strong brand identity in the market place by tying together and reinforcing all your images and messages. IMC means that all your corporate messages, positioning and images, and identity are coordinated across all venues. It means that your PR materials say the same things as your direct mail campaign and advertising has the same look and feel as your website. (Zeithaml et al 2006). Thus this research work aims to explore the opportunities awaiting FBN Plc after adopting a well integrated marketing communications system to boost its customer satisfaction. Research Questions and Objectives: Identify the need, want and demand of the market. Identify the causes of lack of customer satisfaction Identify and evaluate the market opportunities for FBN Plc. Analyse the FBNs competitive advantage over its rivals Develop a well qualitative and quantitative integrated marketing communication system for FBN Plc. Methodology: Conceptual Framework and Design Fisher (2010) says conceptual framework is formed of patterns of concepts and their interconnections. It is usually based on cause and effect relationships which are often the basis of hypotheses that such research seeks to test. It has also been noted by Easterby- smith et al (2002) that conceptual framework helps to take a more informed decision about the research approach, decide which method(s) are appropriate for the piece of research, and also to think about constraints which may impinge on the research. FBN Plc being a bank and with diverse staff and customers spread all over the country, it is therefore advisable from the understanding of methodology (conceptual framework) to go by positivism approach which is linked to quantitative method. Yates (2004) states that other approaches (quantitative methods) within the social sciences may come from the fact that natural science methods appear to be successful in their field of use. Most research texts have categorised research into two parts; quantitative and qualitative approaches. (Knox 2004) notes that this is mostly done for ease of explanation or to reflect differences in style or marketing, (for structural reasons or for addressing alternative research disciplines) or simply differences in approach is in hindsight for the research. It is said by Yates (2004) that from research texts, the relationship between positivism and quantitative method is almost a law or truth. He then further highlights (with other authors) that quantitat ive methods can be used with other areas of examples within the social sciences. Also that one can argue clearly that positivist thinking has influenced quantitative or numeric research. This could be as a result from the justification that quantitative methods are just as appropriate within an interpretivist piece of research. Ticehurst and Veal (2000, p15) support this linkage between quantitative and positivism by stating that the quantitative approach to research is also known as management science or operations research. Therefore linking discipline with philosophy. Saunders et al (2003) sees research process as an onion. Adapted from Knox (2004, P.123) Within this onion the second layer refers to the subject of the research approach that flows from ones research philosophy. Therefore linking the philosophy of positivism with different approaches. This onion has now explained that ones research could make do with Deductive Approach: develop a theory and hypothesis or hypotheses and design a research strategy to test the hypothesis. Inductive Approach: in which data will be collected and a theory will be developed as a result of data analysis. (Saunders et al (2003). Deductive approach is a form of reasoning in which a conclusion is validly inferred from some premises and must be true if those premises are true. And Induction is a form of reasoning that usually involves the inference that an instance or repeated combination of events may be universally generalised. (Malhotra, 2003). From the above, I as a researcher in the case of FBN Plc have chosen to use from the Onion; Positivism approach which will lead me to deductive approach (quantitative method). I am expected to use this approach to identify an area of enquiry which is the customers and members of staff of FBN Plc to be able to have a good background of developed theory, which is seen as crucial for, guide me. The issues to focus an enquiry upon emerge from the established theoretical framework i.e., the customer service procedure, products and services and information given to customers about their funds. Specific variables are identified that the researchers deem should be measured, i.e., hypotheses are set. An instrument to measure specific variables is developed. Respondents give answers to set and specific questions with a consistent language and logic. The response to the set questions are analysed in terms of a prior established theoretical framework. The researcher tests theory according to whether their hypotheses are accepted or rejected. (Malhotra,2003). Knox (2004) concludes that positivist paradigm is majorly used by marketing researchers (positivism = deduction =quantitative methods); in aligning methods with philosophical stances. It also helps to form the nature of techniques that are applicable by researchers. Alternative Paradigm Names Positivist Interpretivist Quantitative Objectivist Scientific Experimentalist Traditionalist Qualitative Subjectivist Humanistic Phenomenological Revolutionist Adapted from Malhotra(2003 p.138). Easterby-Smith et al (2002 p28) argue that the key idea of positivism is that the World exists externally, and that its properties should be measured through objective methods. This infers that only knowledge, which is observable, is in fact valid. This then brings together the epistemology of positivism with quantitative methods i.e. methods which are essentially numerical evidence, following a very natural science approach to the research in hand. In reference to the Onion diagram, the third layers consists of six Research Strategies which include; Experiment, Survey, Case study, Grounded theory, Ethnography and Action result. This research is to make use of all these strategies to know the expectation of customers and what the management and staff are ready to deliver to their customers. Saunders et al (2003) further expatiated on data collection to be by the following which will be the means of my gathering of information; Case study (questionnaires, interviews, observations) and Documentary analysis. Expected data collection: Collection of primary data will be conducted majorly in Nigeria through personal interviews (observations), questionnaires for customers and staff of FBN Plc, and customers and staff of other banks. A major interview will be conducted with the Head of Department of the following units; Retail, Human Capital and Social and Welfare (customer service) at the Regional office. Secondary data will be collected through the customer and staff complaint boxes, financial news and reports and other related websites. Resources: This deals with how to find things out by research than discovering things by reading literature. Fisher et al., (2010). In gathering information for the research work, survey research will be adopted to have accurate and generalised views. In having a successful research work, one needs to make use of several resources in the survey approach which includes the following: Questionnaire: a question is a method of obtaining specific information about a defined problem so that the data, after analysis and interpretation, result in a better appreciation of the problem. In this research work, the questionnaire must have these set of information inclusive Facts and knowledge Opinions Past behaviour Future behaviour (chisnall 2005). Pilot testing questionnaire: chinall (2005) notes that, it is vitally important to make sure that questionnaire are piloted through all the stages of development. He further explains that it contains question which are specific, clearly understandable, capable of being answered by particular population sampled and free from bias. Webb (2002) confirms that piloting of questionnaire helps to evade participants biased answer. Personal interviews: helps with structured questions like rating question in self-response instruments and open-ended questions. These are orally presented, with the advantage that there is the opportunity for the interviewer to interpret questions, clear up misunderstanding, or gather data from those not fully literate from the designers language. (Black, 1999). It also helps observe and quantify the respondents attitude when interviewed. Documentary analysis: this is analysing the news originating from the financial sector of the country, news about the general views of customers and staff and complaints of staff and customers. Ethical issues: this poses as a problem in gathering information from staff and customers when there is a restriction on privacy, customers and staff that believe they should be loyal to their bank and employer and this can be done by keeping some things secret. Research bias: Saunders et al.,(2009) says to avoid research being bias, questionnaires and interviews must be designed and tested before being put to use. Time: a time frame must be set to achieve the expected result for the research. Literature Review To appreciate the importance of integrated marketing communication (IMC) it is useful to understand its origin and the major elements that have helped in its development. For many years agencies and clients believed that to deliver messages to particular audiences it was necessary to use specific tools of the communication mix. At the time it was a common belief that to achieve specific communication effects on buyers it was necessary to use particular tools. (Chris Fill,2009). Schultz et al.,(1993) says the practice of integrated marketing communication is emerging as one of the most valuable magic bullets companies can use to gain competitive advantage. Advertising, sales promotion, direct response marketing, and public relations practitioners are busy finding common ground to meet the coming challenge of selling to customers rather than market. This explains that integrated marketing is not out to increase profitability alone but also to achieve maximum customer satisfaction. IMC has now emerged as the response to this structural shortfall and the realisation by customers that their communication needs can (and should) be achieved more efficiently and effectively than the way it was in the past. IMC develops and extends the notion and value as a communications process targeting a firms external market. By directing Internal Integrated Marketing Communications (IIMC) towards their employees, firms are able to promote employee satisfaction, trust and commitment, thereby strengthening the firm-employee relationship and ultimately affecting profitability by enhancing customer satisfaction (Herington, Johnson and Scott 2006). By achieving employees satisfaction, trust and commitment, it results in employees dedication and putting in their best at their duties and this helps increase customer satisfaction. Gummenson (2002) confirms this, that previous studies have shown that employees who are familiar with and committed to an organisations market orientation and brand values play a critical role as part-time marketers. All customer oriented employees, not just those associated with marketing, help to deliver the brand promise. They can influence relations, increase customer satisfaction, customer perceived quality and ultimately revenue. Therefore, directing integrated marketing communications towards a firms internal market is itself a critical part of achieving sustainability and profitability. (Ferdous, 2006). Schultz et al., (1993) have produces a lively, no-nonsense critique of this fast moving marketing trend in integrated marketing communications. Taken alone, the early chapters documenting the shift from mass production to mass marketing are worth the price of the book. Yet the real meat of the text is revealed as the authors analyze the emerging reality of true one-on-one marketing to individuals, a reality made possible by the power of information technology to develop this ultimate consumer segmentation approach. The fundamental reasons offered for the popularity of Integrated Marketing Communications (IMC) among marketers is that it is good for the bottom line and a necessity in todays fractured market place. Nonetheless, despite the evolution and increased critical evaluation of IMC, it remains neither universally understood nor universally accepted as a useful construct. Furthermore, IMC is not consistently applied as a marketing principle and according to Hutton à ¢Ã¢â€š ¬Ã‚ ¦has resulted in superficiality, ambiguity and blurred focusà ¢Ã¢â€š ¬Ã‚ ¦ (Hutton 1997, p. 8). It is high time financial institutions realised that they all offer the same products and services and the only thing that can put a major distinctive difference to their services and product is by going extra mile to adopt IMC. Financial products are controlled by regulatory authorities in an economy. It includes administrative tinkering by governments with financial prices such as interest rates and exchange rates. McKinnon and Shaw (1973) further agrees that financial institutions are generally offering the same services and are controlled by government, and this is hindered in a repressed financial system by the low level of savings, it responds in a positive way to real rates of interest on deposits as well as the real rate of growth in output. Moreover, investment is negatively related to the effective real rate of interest on loans, but positively related to the growth rate of the economy. However, if it is proven that the basic financial practices of a bank is solely dependent of government policies, it is only a good thing for the bank(s) to look for best opportunities to improve on their services to survive and sustain their stand in the highly competitive market. This is further proven by Ferdous (2008) that the fundamental reasons offered for the popularity of Integrated Marketing Communication (IMC) among marketers is that it is good for the bottom line and a necessity in todays fractured market place. IMC has been able to achieve what other marketing processes have not been able to by breaking down corporate, geographic, and political borders to reach into customers homes and offices in a matter of weeks or days through the use of worldwide networks created by computer and communications technology that have been inculcated into the process of IMC. (Schultz et al., 1993). Integrated Marketing Communication Integrated marketing communication plan. PLACE Distribution strategy CHANNEL/MEDIUM CHOICE C OTHERS (PR, POS, etc.) Objectives Strategy ELECTRONIC Objectives Strategy PERSONAL CONTACT Objectives Strategy TELEPHONE Objectives Strategy DIRECT MAIL Objectives Strategy MASS MEDIA Objectives Message strategy Media strategy Adapted from McDonald and Dunbar (2004, p.19). Ferdous (2006) describes IMC to have been variously described in terms of a process, a marketing orientation, an organisational structure, a set of marketing tools, a basis for accountability and a philosophy. In fact it is all of these. However according to Robert Lauterborn who helped coin the IMC label, What IMC has come to mean to too many people is little more than two-from-column A, one-from-column B media selection process (Lauterborn 2003, p.14). Schultz (1997) agrees that the focus has been one of à ¢Ã¢â€š ¬Ã‚ ¦. Trying to integrate discipline rather than customer or prospects communications. In addition, focusing IMC efforts on the integration of a firms external marketing communications disciplines ignores the gains in competitive advantage to be had from a horizontal integration across a firms total communications effort including that of its internal market. The need for integration is the notion that some aspects of marketing communication should be integrated. The origin of IMC can be found in the prevailing structural conditions and the needs of particular industry participants, an understanding of what elements should be integrated in order to achieve IMC needs to be established. The elements to be integrated are; relationships, structures, brands, communication tools, messages, employees, technology, agencies and IMC strategy. (Chris Fill, 2009). The integrated elements are applicable to understanding IMC as a customer oriented process in creating a common understanding of its principles and core values. It is known that the primary aim of any business is profitability which can only be achieved when customers are satisfied. Profitability as defined by Ferdous (2006) is the function of customer behaviour, and then customer orientation is not only logical but essential. IMC integrates everything that impacts customer behaviour, not just the organisations conscious outgoing marketing messages. It begins with product development and includes packaging (branding), selection of distribution channels (communication tools), channel management (agencies), customer behaviour (relationship), customer relationship management and total quality management. It involves the multi-dimensional, interactive, continuously measured communication that connects brands or products and the customer. Lauterborn (2003 p. 15). Furthermore, Cravens et al. (2003) identifies four attributes that set IMC apart from traditional promotional strategies. They are comprehensive, drawing on all of the media, tools and technologies available to affect behaviour; unified execution of all the components of the organisation; and IMC programs em phasise productivity in reaching the designated targets when selecting communication channels and allocating resources to marketing media. Before considering the delivery of values of IMC, the communication channels will be given further attention, the channels are generally complex, and they involve various media for different communication with the same set of target market or customers. Ferdous (2006), these views about IMC values share three key attributes which are fundamental to its values as a marketing concept. They recognise that IMC is about the connection between the brand and the customer and that communication in all its forms facilitates this relationship. Implicit is the understanding that marketing is the whole business from the point of view of its final result, which is from the customers point of view, marketing today is not a function, but a way of doing business; marketing is everything and everything is marketing. (Harris 1993,p.13). Most importantly in this approach is the recognition that purposeful and coordinated management of customers and their relationship with the organisation is at the heart of building brand equity, which at a time of brand proliferation is critical to success. (Ferdous 2006). The Role of Communication. Communication is the greatest use of language. John Locke has seen the use of communication as the clue to an analysis of the notion of linguistic meaning. Customer communication completes the marketing cycle, linking customer with product, service and availability. At a societal level, in order to connect to mass production and consumption there simply must be mass communications. At its best, commercial communication engages in real dialogue, transmitting value and meaning, while responding to feedback and remaining close to the external customer. Communication has the role to announce, inform, promise, persuade and influence customers to buy in by communicating and delivering customer satisfaction. ( Doole et al.,2005). Communication is the best instrument for sustaining a good relationship between a business and its customers if well understood. In as much as communication is essential between a business and its customers, so also a communication feedback is also very crucial. This because; if a wrong interpretation has been gotten from the information passed by an organisation and a feed back is not received from the customer, the customer retains the wrong information , the organisation might be repeating the same information again at great expense. But when a feedback is in place, the organisation has an opportunity to correct the misinterpreted information and pass the right information across which makes the customer a happy one. Communication when used in the right context strengthens relationships. Doole et al.,(2005) recognising that employees deliver quality, internal communication encourages affiliation with organisational values as well as providing everyday working information. He further explains that communication to both external and internal customers is central to both marketing transactions and relationships. LEVEL OF COMMUNIVATION CORPORATE BUSINESS UNIT MARKETING DEPARTMENT Product Price Promotion Place Price packaging BRAND MANAGEMENT People Sales Advertising Public relations Merchandising Direct Adapted from Doole et al., (2005p.249) This explains the level of communication and how uniquely they have their level of importance to the whole communication process of an organisation. If one malfunctions, it invariably affects the whole system. This helps to increase the value and credibility of brand communication. At this stage, it should be clearly noted that commercial communication should be based on clear intent as noted by Doole et al., (2005), a communication campaign generally seeks to both push product on to and pull products off the shelf and position the offer competitively in the mind of the consumer. Its components parts need to hang together as a cohesive whole and remain consistent with core brand values. It is further noted that during the process of product life cycle, communications have very different roles to play; Introducing new products: the role to play at this initial stage is getting target market attention, also getting the market to test the product or service and the major task at this initial stage is acceptance of the product or service. Product maturity: at this stage, the product has been accepted and needs to proceed to the next stage, the task here includes sustaining the brand identity, maintaining the loyalty, defending the market share and adding value to the product or service is the major task at this level. In a situation where the products or services face rejection or losing market share, the need to improve on the product is essential (revitalise and reposition) or direct customers towards alternative, perhaps reducing communications to bare bones dominates. With the aid of product or service campaign, messages can be charged with differentiating, reminding, informing or persuading (DRIP) or sequentially securing attention, arousing interest, building desire and promoting action (AIDA) and moving a customer from unawareness through purchase to brand loyalty. The Communication Process. The communication process of IMC is between internal external customers. This research work is based on the evaluation of IMC between the employees (internal) of FBN Plc. and its customers (external). Groonroos (1985) explained internal marketing as an instrumental behavioural strategy for developing the state of mind that allows customer service effectiveness and building of relationship marketing. Ferdous (2006), in recent times, marketing professional and scholars have given considerable importance and attention to Internl Marketing (IM). According to Lings (2004) much of the literature on internal marketing, contains a variety of interpretations of the domain of internal marketing, it aim and focus. This means, treating employees as customers, understanding and attending to their wants and views which will help achieve a positive change in employees attitudes and on the long run affecting customer (external) satisfaction positively. Chernatony ( 2001 as cited in Ferdous 2006) suggested that in order to coherently transfer brand values to the companys stakeholders, employees must develop a shared understanding of what the brand stands for, through implementation of a unified communication approach. Today, the way organisations communicate with their internal markets, better known as internal communication (IC) (Tansuhaj et al., 1998; Thompson and Hecker 2000; Ahmed and Rafiq 2003; Kong 2007) is considered one of the most essential internal marketing considerations. Ahmed and Rafiq (2003) attempted to give a more acceptable and holistic explanation of internal marketing through the use of internal communication as a cultural framework and instrument for achieving strategic alignment while building customer service competence. This is reveals the importance attached to internal (employees) communication in operationalising internal marketing concepts/activities and achieving organisational competitive advantage and success. (Ferdous 2006). External customers are the major component of a business or an organisation. Customers determine the existence and longevity of a business. It is therefore important to understand how to carefully communicate information across such that it would not be misinterpreted. Organisations should understand how they receive, process and respond to the feedbacks gotten from customers. (Doole et al., 2005). If quality is meeting and influencing customer expectation (Doole et al., 2005) and even delighting clients, then managing expectations matters. It is very crucial that employees (internal customers) do not promise more than what they can deliver. Communicating with customers regularly is critical, keeping in touch with them, comprehending their expectations, apologising and explaining the limits of service possibilities can influence their expectations and may expand their zone of tolerance. Ferdous (2006) emphasises on viewing IMC as a process that focuses on both internal and external customers is the first step to developing a c

Soviet Industrialization :: essays research papers fc

When one looks at the history of the USSR, one of the most important aspects to look at is the massive industrialization that took place under the Soviet regime. This industrialization, like so many other things, is a complicated issue, with many arguments circling around it. The process was marked both by tremendous progress and expansion, as well as gross inefficiency and waste.   Ã‚  Ã‚  Ã‚  Ã‚  To better understand the Soviet industrialization, it is necessary for us to briefly look at the history that preceded it. When the Bolsheviks came to power, they inherited a country with economic conditions that were far from favorable. It was a country devastated by World War I as well as the civil war that followed it. For all intents and purposes, one can say that the economy of the country was in ruins, and drastic steps were necessary in order to feed the hungry population, and for the country to survive.   Ã‚  Ã‚  Ã‚  Ã‚  To answer this problem, a New Economic Policy (NEP) was implemented. In essence, this policy went away from communist ideology to a large degree. It allowed farmers to go out and sell what they have produced, and brought in many elements of the free market. At the same time, the Soviet regime restored the industry which existed but was devastated by war.   Ã‚  Ã‚  Ã‚  Ã‚  To a large degree, this policy was successful. By 1920s, the USSR managed to reach industrial production levels of roughly 1913. (Suny 233) Furthermore, the population was no longer starving, and living conditions improved throughout the country. However, NEP also brought in several problems. One of them, in the eyes of the Soviet leadership, was that it naturally brought polarization into society, producing some rich and some poor peasants, whereas ideologically there were supposed to be no classes in the new society (Suny 171)   Ã‚  Ã‚  Ã‚  Ã‚  A more serious problem, however, was the fact that rapid industrial advance was incompatible with NEP. It was necessary to shift country’s resources from agriculture towards the production of heavy industry. Instead of producing consumption goods, it was necessary to produce capital goods. (Suny 234)   Ã‚  Ã‚  Ã‚  Ã‚  The peasants, however, had little incentive to sell their product, since there were few things of use that they could get in return (since the economy concentrated on production of capital goods instead of consumption goods). This, naturally, brought tension between the city which had to be fed, and the peasants who would not give up or sell their product, unless compelled to do so by the state.

To Kill a Mockingbird by Harper Lee - Pain of Growing Up :: Free Essay Writer

To Kill A Mocking Bird  Ã‚   Growing Up Growing up is one of the most important stages of human life. It is the part when humans reach maturity, become adults, and attain full growth. Also, it means one more thing. It means understanding more about the society. Harper Lee's, To Kill A Mocking Bird, shows the different ways of growing up.   There are three characters who go through the process of growing up, Scout mentally grows up, Jem goes through a mental growing up that every adolescent will go through and aunt Alexandra also goes through a mental growing up. Scout is the narrator of the whole book. She is the young daughter of a lawyer, Atticus. They live in Maycomb County with Scout's brother and Aunt in the 1930's. At the beginning of the book, she doesn’t know much about the prejudice of Southern America. She basically knows nothing about prejudice. She thinks every person is the same as her. But she finds that out at last. She also finally finds out that most people are nice. She just has to put herself in those people's situations. "As I made my way home, I thought Jem and I would get grown but there wasn't much else left for us to learn, except possibly algebra" (Lee pg. #).   This statement shows that she understands the prejudice and people's thinking, at last. That makes her life a lot different. Jem is Scout's brother. He is a little older than Scout. He also becomes familiar with the prejudice of Maycomb County through the story. In addition, he grows up like most teenagers â€Å"He was difficult to live with, inconsistent, moody† â€Å"said Scout† (pg. #). That statement is made when Jem starts to grow up. He doesn’t want to play with Scout like a little kid anymore. He wants to be a man. Aunt Alexandra is Atticus' sister. She moves to live with Scout and Jem because she wants to teach them the right way of growing up since their mom is dead. As she watches them grow up, she grows up mentally also. â€Å"People up there set them free, but you don't see them setting at the table with them. At least we don't have the deceit to say to them ‘yes, you are as good as we are but stay away from us’ said Mrs.

Contemporary World Final Essay -- essays research papers fc

Final Essay   Ã‚  Ã‚  Ã‚  Ã‚  The second half of the twentieth century has seen many changes in political policies, the economy, religion, and technology. All of these have affected each other. The study of the history of humankind allows us to look back and learn from past accomplishments and mistakes. Although technology has allowed for incredible communication and reporting around the world, as individuals do we use this to our advantage and grow as better people? We continue to struggle with ingrained prejudices and ideals for other ethnic groups. As the movement for diversity continues to grow in today’s society, our biggest problem we face in the future could be the disuniting of people. How we handle the changes will provide negative and positive results.   Ã‚  Ã‚  Ã‚  Ã‚  When the United States was formed, the different ethnic groups had a common goal. They wanted to build a nation of multiethnic groups sharing in common political ideas. This was clearly stated in the Constitution of the United States. â€Å"We the people of the United States, in order to form a more perfect union†¦Ã¢â‚¬  builds an immediate identity of citizenship among the people creating cohesion of the different ethnic groups. Hector St. John de Crevecoeur, a French immigrant published Letters from an American Farmer during the American Revolution. In it, he answered his question â€Å"What then is the American, this new man?† His answer is â€Å"He is an American, who leaving behind him all his ancient prejudices and manners, received new ones from the new mode of life he has embraced, the new government he obeys, and the new rank he holds. The American is a new man, who acts upon new principles†¦.Here individuals of all nations are melted into a new race of men.† (Schlesinger, Jr. 12). The term melting pot was coined to describe the blending of the new multiethnic society in America.   Ã‚  Ã‚  Ã‚  Ã‚  However, ethnic groups settled together in areas and formed their own neighborhoods. In a diverse city like Chicago, this is clearly seen. Ethnic groups wanted to maintain some of their beliefs and ways even in America and being together helped them maintain their culture. Now, individual groups of ethnicity are seeking acknowledgement for their differences.   Ã‚  Ã‚  Ã‚  Ã‚  The question as to whether or not we can accept the changes with cultural div... ...e and pray that individual acceptance, love and kindness will overcome some of the issues that arise in the future and we can live in peace and put the past atrocities of ethnic cleansing, war, racism, communism, and hatred behind us. The world’s future depends on us to be accepting and tolerant of each others differences while having a common goal of building economic stability, fair political policies and having a sense of common identity. If history repeats itself, we have not proven we can do this. I would like to believe the most promising development in the world is the return of conservation. As individuals reach a greater awareness of the earth’s depleting natural resources, conservation will become a way of life, rather than the throw away society we have been. In some areas, such as California where there have been brown outs and the practice of electric conservation has been forced. As utility prices skyrocket as we saw with the gas bills this past winter, our awareness of conservation will grow as it hits our pocket books. Works Cited Schlesinger, Jr. Arthur. The Disuniting of America – Reflections on a Multicultural Society.New York:W.W. Norton & Company 1992.

The Analysis of the Main Character †the Grandmother in “A Good Man Is Hard to Find” Essay

In the story â€Å"A Good Man Is Hard to Find† written by Flannery O’Connor, the grandmother is the central character who grows and changes with the story develops, she is a round and dynamic character. At first, she seems to be an unpleasant, contemptible and selfish old lady who is skeptical about her religion. But in the end, when â€Å"her head cleared for an instant,† the grandmother becomes a real believer of God. And she is heading straight to heaven for her final Christ-like act of love the moment before she dies. That is, she moves from spiritual blindness to grace. And that is the method that the author uses to relate her to the theme of the story. Grandmother before the moment of grace First of all, she is selfish and unpleasant. When her family prepares to go on vacation in Florida, she persuades them to go to east Tennessee, where she has relatives. Unable to convince them, she uses the news that a psychopathic killer who calls himself The Misfit is heading toward Florida as an excuse to change her son Bailey’s mind. The grandmother is so self-centered that she just imposes her wish on those people around her. Also, her vanity and old belief make her an unpleasant character. She always claims to be a lady and thinks much of wealth and social status. When they set out to Florida, she dresses in her best clothes and an ostentatious hat lest no one can recognize her as a refined lady if she dies in an accident along the road. â€Å"The grandmother had on a navy blue straw sailor hat with a bunch of white violets on the brim and a navy blue dress with a small white dot in the print. Her collars and cuffs were white organdy trimmed with lace and at her necklin e she had pinned a purple spray of cloth violets containing a sachet.† From her perspective of identity, I can see that she defines people externally, by clothing. And she tells her grandchildren, John Wesley and June Star, that â€Å"she would have done well to marry Mr. Teagarden because he was a gentle man and had bought Coca-Cola stock when it first came out and that he had died only a few years ago, a very wealthy man.† At this point, the grandmother appears to be the woman of old South who holds the outdated idea of hierarchy. She thinks only a gentleman who is rich can march with a lady, which is a stereotypically southern aristocratic prejudice. What’s more, she is a racist and opinionated. â€Å"Oh, look at the  cute little pickaninny!† she said†¦ â€Å"Wouldn’t he make a picture now?† â€Å"He didn’t have any britches on,† June Star said. â€Å"He probably didn’t have any,† the grandmother explained. â€Å"Little niggers in the country don’t have things like we do.â €  Her affection for the South and the days of slavery are still influencing her. According to her understanding, black people, especially kids are supposed to be poor. They belong to the lower class of the society so that they are inferior to her, who is a lady from the upper class. She considers herself morally superior to others by the virtue of her being a â€Å"lady†, and she freely and frequently makes judgment on others. At lunchtime, they stop at Red Sammy’s, a barbecue eatery, where the grandmother laments that â€Å"people are certainly not nice like they used to be†. During the conversation with Red Sammy, the grandmother, narrow-minded and opinionated, repeatedly assures herself that she is a lady, a good Christian, and a good judge of character. She maintains that Red Sammy, a bossy loudmouth, is a â€Å"good man† and that Europe â€Å"was entirely to blame for the way things were now.† The part that grandmother is selfish, vain, arrogant and judgmental only makes her unpleasant for me, but when she gets her family h urt, she turns out to be contemptible. After they leave the roadhouse, her obstinacy about going to Tennessee blinds her sense of direction, she manipulates her son into making a detour to see an old plantation she once visited as a girl. First, she arouses the kids’ interest to find a house with secret panel, and then she depicts the tour to the plantation â€Å"would be very educational for them†. She is well aware that any father would not reject something labeled â€Å"educational†, so she manipulates them to get what she wants. And this leads them to a very dangerous tour, which they have an accident later because the cat Pitty Sing she selfishly sneaks out leaps onto Bailey and he loses control of the car on the dirt road. In such awful situation, all that she cares about is to avoid the responsibility, so she pretends to be injured. Although she is an old lady, this behavior is really out of line. No one should put their family at risk and find themselves an excuse to escape from the responsibi lity. Her selfishness is more evident when the whole family are confronting with the Misfit, a serial killer. Technically, it is the grandmother recognizing the identity of the Misfit that gets all her family killed. However, she never beg the Misfit to spare her family, she just pleads for her own life. In her  conversation with the Misfit, she tells him, â€Å"If you would pray†¦Jesus would help you.† She calls on â€Å"Jesus† a number of times, but I am not sure if she means â€Å"Jesus will help you† or â€Å"she might be cursing† as she begs the Misfit â€Å"not to shoot a lady.† Plus, for one moment just before she dies, the old lady doubts Jesus, or at least feels abandoned: â€Å"Maybe he didn’t raise the dead†. It is an understandable reaction, after the colossal shock she has undergone: she knows that her family has been massacred. Here, her faith has been tested here. Therefore, I can only assume that the grandmother is a superficial Christian who scepticizes her belief sometimes. Grandmother’s change However, in the end, when â€Å"her head cleared for an instant,† the grandmother has a moment of insight. The moment she reaches out to the Misfit and declares â€Å"You’re one of my own children†, she reveals and offers to the Misfit her compassionate love, she experiences what O’Connor refers to as her â€Å"moment of grace,† a time when she recognizes that she shares some trait with the Misfit despite their obvious differences. She knows she is far from a good person, she is flawed just as the Misfit. She abandons the moral high ground she had held and accepts the common humanity. Here is her religious epiphany. By embracing the moment of grace, she turns into a devout Christian, she believing in Jesus and is ready to â€Å"thow away everything and follow Him†. The link between the grandmother and the theme The link between the grandmother and the theme lies in the moment she embraces the moment of grace. The grandmother travels from the recognition only of her own selfish desires to self-recognition of herself in other through suffering. That is, she moves from spiritual blindness to grace. O’Connor suggests that the grandmother has received grace since Jesus â€Å"thrown everything off balance† by dying on a cross Himself. Thus, suffering is an essential part of receiving grace, and with the help of the Misfit, the grandmother has made this journey of suffering, a journey from spiritual blindness and selfishness to suffering, and finally grace. This passage witnesses the change of a selfish, arrogant old woman. Even though she has all these weaknesses at the beginning, she becomes the â€Å"good man† when she embracing the moment of grace. Violence and suffering are the necessary  ingredients to help her change. In fact, both the experience of the grandmother re veals that good â€Å"is hard to find†. References: 1 A Good Man Is Hard to Find (short story), from Wikipedia 2 SparkNotes: A good man is hard to find, Analysis of Major Characters 3 é «ËœÃ¦  ©Ã¦â„¢ ®Ã§Å¡â€žÃ¦â€" ¥Ã¥ ¿â€"ï ¼Å'è ¯ »Ã¤ ¹ ¦Ã§ ¬â€Ã¨ ® °-A good man is hard to findï ¼Å'æ  ¥Ã¨â€¡ ªÃ¤ º ºÃ¤ º ºÃ§ ½â€˜ 4 è“ Ã¨â€° ²Ã¨ ½ »Ã©â€º ¨Ã¦ ° ´Ã¥  °Ã¯ ¼Å'PPT – A good man is hard to findï ¼Å'æ  ¥Ã¨â€¡ ªÃ§â„¢ ¾Ã¥ º ¦Ã¦â€"‡å ºâ€œ

International Financial Markets: Video Critique Essay

According to Niall Ferguson, the relationship between China and the United States is symbiotic or mutual. While China saves, the United States spends almost indefinitely. In 2003 alone, US-debt to China amounted to more than 700 billion dollars – representing 21% of US public debt (Lucarelli, 2007). Last year, US trade deficit to China amounted to 200 billion dollars. At face, this relationship seems to be true. But this is not entirely the case. The United States filed a complaint against China before the World Trade Organization. The US accused China of allowing the Chinese currency to depreciate indefinitely to increase the value of its exports. Now, because the United States imports huge quantities of imports from China, this represents an indefinite increase in spending. To say that the United States accepts the status quo is ‘a slap in the face. ’ The United States has requested China to allow the appreciation of the Chinese Yuan to reduce the country’s trade deficit. According to Ferguson, the state of stable disequilibrium exists between China and the United States. This is true. The US public debt increases with respect to increases in aggregate Chinese savings (private and public). An increase in US public debt spurs spending while an increase in aggregate Chinese savings increases domestic reserves. An increase in consumption results to an increase in potential investment while an increase in aggregate savings results to a decrease in public investment (Morrison and Labonte, 2008). In short, the economies of China and the United States are not in danger. One should note that the current relationship between China and the United States (in the state of disequilibrium) is beneficial for both countries. For one, China expects a rise in foreign direct investments. The United States also expects a rise in domestic investment. A multinational company may find it attractive to invest in China due to its high reserve and huge domestic market.