What Is The Nature And Substance Of Organisational Culture To What Ex Essay Example For Students

What Is The Nature And Substance Of Organizational Culture? To What Ex Essay tent Can It Be Changed?Culture, the procured information that individuals use to decipher understanding and produce social conduct (Spradley, 1979, p. 5), gives individuals a method of seeing the world. It orders, encodes, and in any case characterizes the world where they live. At whatever point individuals become familiar with a culture, they are somewhat detained without knowing it. Anthropologists discuss this as being society boundi.e., living inside a specific reality. References to culture have since a long time ago had large amounts of expert writing. Nonetheless, it is just reasonably as of late that the writing demonstrates references to culture as a focal point through which to decipher and get associations, their clients, and the working connections in that (Lee Clack, 1966; Shaughnessy, 1988). The social investigation of associations, in this manner, is the utilization of hierarchical culture as a focal point through which to look at what is happening in an association. We will compose a custom exposition on What Is The Nature And Substance Of Organizational Culture? To What Ex explicitly for you for just $16.38 $13.9/page Request now The executives hypothesis during the 1980s experienced an ocean of progress in its acknowledgment that a comprehension of an associations culture(s) could be a significant advance making a course for altering or controlling the course of that association. There are both positive and negative sides to how a comprehension of culture can be utilized inside an association. For example, Edgar Schein (1992) thinks about the way toward making society and the board to be the pith of initiative, while Gideon Kunda (1992) depicts a culture which exemplifies both the verifiable and unequivocal principles and conduct of a specific gathering of individuals and the cognizant endeavors of the board to design the way of life to its own objectives. There is a central differentiation between the individuals who consider culture an analogy (Morgan, 1986) and the individuals who consider culture to be a goal substance. (Gold 1982) Metaphors permit us to comprehend associations as far as other complex substances, for example, the machine and the living being. By watching the similitudes, researchers endeavor to clarify the substance of human associations. The threats of such a methodology is recognizing when the analogy is not, at this point substantial. That is the reason most reporters have decided to consider culture a goal element. This view have run from survey the association actually as a culture with all highlights of an associations including its frameworks, strategies methods and procedures as components of its social life (Paconowsky ; ODonnell-Trujillo 1982) to recommending that culture is best idea of as a lot of mental inclinations, called ?essential suppositions, that individuals from an association have that drives them to think and act in a certain way.(Schein 1985). The previous view presents issues in utilizing the idea to clarify different parts of hierarchical movement. Surely if everything is culture, this view gets vague from the view that culture is an analogy. This leaves us with Scheins perspective on culture as a basically psychological wonders that dwells in the brain science of authoritative members, with the affirmation that examples of conduct are similarly significant (Eldridge Crombie 1974)The substance of a hierarchical culture has a few levels. At the fundamental and shallow level, it appears as antiquities like stories, jokes allegories and images. Instances of ancient rarities would be Material articles like statements of purpose, corporate logos , Physical format of the workplace space and so forth. At a more profound level, culture appears as qualities convictions and perspectives. Qualities figure out what individuals should do while convictions are what individuals bel ieve is or isn't correct. By and by, convictions and qualities are regularly difficult to recognize, in light of the fact that convictions habitually include values. Besides, there is significant legitimacy to survey esteems as a specific kind of conviction. (Rokeach 1973: 5) Attitudes interface convictions and qualities with sentiments. A mentality is a scholarly inclination to react reliably to a specific thing or thought. Mentalities are created after some time and not at all like conclusions, are held generally reliably. .ued8e17595f0a6adf7fe0ebdc0a76e7b9 , .ued8e17595f0a6adf7fe0ebdc0a76e7b9 .postImageUrl , .ued8e17595f0a6adf7fe0ebdc0a76e7b9 .focused content region { min-tallness: 80px; position: relative; } .ued8e17595f0a6adf7fe0ebdc0a76e7b9 , .ued8e17595f0a6adf7fe0ebdc0a76e7b9:hover , .ued8e17595f0a6adf7fe0ebdc0a76e7b9:visited , .ued8e17595f0a6adf7fe0ebdc0a76e7b9:active { border:0!important; } .ued8e17595f0a6adf7fe0ebdc0a76e7b9 .clearfix:after { content: ; show: table; clear: both; } .ued8e17595f0a6adf7fe0ebdc0a76e7b9 { show: square; progress: foundation shading 250ms; webkit-change: foundation shading 250ms; width: 100%; murkiness: 1; progress: haziness 250ms; webkit-change: mistiness 250ms; foundation shading: #95A5A6; } .ued8e17595f0a6adf7fe0ebdc0a76e7b9:active , .ued8e17595f0a6adf7fe0ebdc0a76e7b9:hover { darkness: 1; progress: obscurity 250ms; webkit-change: obscurity 250ms; foundation shading: #2C3E50; } .ued8e17595f0a6adf7fe0ebdc0a76e7b9 .focused content zone { width: 100%; position: relative ; } .ued8e17595f0a6adf7fe0ebdc0a76e7b9 .ctaText { fringe base: 0 strong #fff; shading: #2980B9; text dimension: 16px; textual style weight: striking; edge: 0; cushioning: 0; text-enrichment: underline; } .ued8e17595f0a6adf7fe0ebdc0a76e7b9 .postTitle { shading: #FFFFFF; text dimension: 16px; text style weight: 600; edge: 0; cushioning: 0; width: 100%; } .ued8e17595f0a6adf7fe0ebdc0a76e7b9 .ctaButton { foundation shading: #7F8C8D!important; shading: #2980B9; outskirt: none; outskirt sweep: 3px; box-shadow: none; text dimension: 14px; textual style weight: intense; line-stature: 26px; moz-fringe range: 3px; text-adjust: focus; text-improvement: none; text-shadow: none; width: 80px; min-tallness: 80px; foundation: url(https://artscolumbia.org/wp-content/modules/intelly-related-posts/resources/pictures/basic arrow.png)no-rehash; position: supreme; right: 0; top: 0; } .ued8e17595f0a6adf7fe0ebdc0a76e7b9:hover .ctaButton { foundation shading: #34495E!important; } .ued8e17595f0a6adf7fe0ebdc0a 76e7b9 .focused content { show: table; stature: 80px; cushioning left: 18px; top: 0; } .ued8e17595f0a6adf7fe0ebdc0a76e7b9-content { show: table-cell; edge: 0; cushioning: 0; cushioning right: 108px; position: relative; vertical-adjust: center; width: 100%; } .ued8e17595f0a6adf7fe0ebdc0a76e7b9:after { content: ; show: square; clear: both; } READ: Reaction Paper on Management Principles EssayAt the most profound level, culture in an association appears as essential suspicions, an answer for a recognizable issue that is underestimated. These are verifiable, profound established presumptions that individuals offer, and which manages their discernment, sentiments and feelings about things. (Schein, 1981) Basic suppositions are held unknowingly and are extremely hard to surface. Fundamental suppositions are by definition neither stand up to capable nor far from being obviously true. Fundamental presumptions are additionally extremely complex communications between convictions esteems and feelings. Dissecting these mind boggling communications is made increasingly troublesome by the way that societies change after some time. Associations once in a while have a solitary homogenous culture. There is frequently a subculture inside pieces of the associations and even countercultures in parts.(Gregory 1983:365) There is additionally checked contrast between embraced culture and the way of life practically speaking. In this way culture in associations must be seen regarding different, cross-slicing settings changing through time as opposed to stable limited and homogenous.(Argyris Schon 1978)The inquiry at that point emerges with regards to whether it is conceivable to control and shape the way of life of an association. In enormous associations, it is very hard for a solitary individual to change the way of life. In General Motors John DoLorean attempted to change the way of life by beginning a counter-culture. He fizzled and left to establish his own organization. (Martin Siehl 1983) Indeed crafted by Schein, Beyer and Trice proposes that authoritative change is a mind boggling task including particular stag es. The current culture needs to go an unfreezing instrument where the current culture is addressed and cleansed. This procedure regularly requires outcast, typically as advisors who should bring fair conclusions. The firm at that point experiences an experimetation stage where there is extensive clash and corruption. The subsequent changed culture at that point experiences a refreezing instrument where the way of life is then gradually acclimatized and coordinated in the firm. The procedure as a rule requires the substitution of senior managers.(Goodstein Burke 1991)The level of pliability of the association relies upon the sort of firm. In businesses where quick responses and steady change are a need for endurance, change might be a lot simpler to execute. For instance at Microsoft, there is a trap of culture and counter-societies. To be sure every star-developer will in general carry a component of his way of life to the association. Some have a culture where names are taboo and individuals are know by code names as it were. Others bring a culture where any down to earth joke, anyway expensive or troublesome, is endured. For instance, associates emptying their office incidentally can expect unsavory things like a ranch total with pigs to be there when they return. One could contend that the way of life is one that permits new culture to be incorporated. The less complex clarification could be that the way of life at Microsoft doesn't exist. The differing societies that one watches are just the way of life of the people that are as of now utilized at Microsoft. In such an association, is culture simple to change? Absolutely one can bring components of ones culture into Microsoft. In any case, aside from Bill Gates himself, it is hard to convince associates whom one just knows as Radeon to embrace one culture, regardless of how incredible that cul

Disaster Preparedness Plan

Calamity Preparedness Plan Conceptual At the point when I was a kid my mom consistently kept additional water in 2 liter jugs under her sink and would call them her â€Å"Earth quack† water. Much to my dismay that I experienced childhood with what is known as the New Madrid vault which is well over due to happen once more, the last time it discharged was in 1933. I never comprehended why she did this till I learned through the McCracken County salvage crew and DES, which I was an individual from and a USAR prepared part, that it was so essential to keep an endurance unit for in any event 72 hours, since that is to what extent that it would take to get any help there to help us in view of the considerable number of waterways and scaffolds. From individual experience and living through tropical storm Ivan and losing everything my self-arranged calamity pack was the second best thing I had done preceding the tempest, just coming in second to clearing. Down south before the season begins, all insurance agencies, schoo ls, and papers put out a check list as to things to keep in your unit. I realize it was in any event 2 days before the military came in with MRE’s for us and the local group of fire-fighters came around distributing ice and water that day. On the off chance that it had not been for my pack I have no clue about what my family and I would have done. Task: Develop an individual readiness plan for a group of four that would bolster a the family for three days if the family didn't have open utilities and was cut off from provisions Catastrophe Preparedness There’s not one spot on this planet that are not dependent upon one characteristic or artificial catastrophe or another. Every individual has to comprehend what cataclysmic events are increasingly inclined to their region and get ready for such. The cataclysmic events are: floods, typhoons, rainstorms, lightning, tornadoes, winter storms, extraordinary chilly, outrageous warmth or warmth waves causing water deficiencies, seismic tremors, volcanoes, avalanches and flotsam and jetsam stream landslides, tidal waves, and wild land/backwoods fires. At that point there is the man made risks like: risky materials episodes like substance crises, atomic force plants, and national security crises, for example, psychological oppression, synthetic and natural weapons, atomic and radiological assault, and country security warning frameworks. Catastrophe Supply Kit Catastrophe Preparedness assists people with getting ready for a crisis conditions rather it is man-made or of normal. Contingent upon where you live, will likewise figure out what sort of readiness you may require. There is likewise the fundamental readiness packs that all people needs to have. FEMA and the Red Cross offer a few distinct proposals to assist one with getting ready for a catastrophe. About each network in the US is dependent upon a cataclysmic event, so it would bode well to set up all homes for all the various types of catastrophes. Catastrophe Supply Kits People need to accumulate water, food and crisis supplies to last at any rate three days or more if conceivable. The main issue I had was the place to store these provisions and in what. In the event that you put away the provisions in your home and lost it you would not have the option to get to the provisions you had put away. So I wound up taking a huge rubbish can that could be fixed and placing it in the carport, fixed all the openings and utilized fixed Rubbermaid or other comparative manufacturer’s plastic. Coming up next is the thing that FEMA proposes individuals store for a fiasco of any sort; Gracefully of Drinking Water At least one gallon of water for every individual every day, either purchase filtered water or store tap you can utilize it with no guarantees on the off chance that it has been economically treated. For well water or untreated open water, adhere to treatment guidelines gave by your general wellbeing administration. Seal the water holders and store them in a cool dim spot and change out at regular intervals with new water. Picking Food Supplies When putting away your food you have to ensure and date your food and supplant them at regular intervals. Pack nourishments in watertight sacks or strong plastic holders. Canned nourishments and prepared to-eat meats, organic products, and vegetables, for example, nutty spread, saltines, granola bars, grains, trail blend, boxed or canned squeezes, milk and soups, moment espresso and additionally tea, sugar, salt, and pepper. One needs to make sure to bring a manual can opener to open a few of the above nourishments. Emergency treatment Supplies Emergency treatment manual, scissors, clean swathes, dressing cushions, cotton balls, security pins, latex gloves, anti-toxin balm, purging specialists like isopropyl liquor, and hydrogen peroxide, germicidal cleansers, dampened novelettes, needles, tweezers, scissors, thermometer anti-inflamatory medicine, antidiarrheal prescription, stomach settling agents, nutrients, and enough of your drug to keep going for those three days, esp. prescriptions for diabetics, heart patients, and transplanted drugs. Basic Tools and Emergency Supplies It is essential to likewise keep promptly accessible things, for example, batteries, battery fueled radio, a climate radio, spotlight, matches, wrench, pincers, scoop, channel tape, scissors, plastic sheeting, fire quencher, paper, pens, pencils, needles and string, plastic refuse sacks, hand sanitizer, dye, family unit reports with contact numbers and significant archives. Different Items you might need to place in however isn't basic is something for the children to do, similar to books, games and toys. Agreeable garments and shoes, covers, bedding and camping cots, just as provisions for infants, old, and pets. FEMA’s Four Steps to Safety. Fema has four fundamental strides to build up a family debacle plan which can be applied on any calamities. The initial step is to discover what could befall you and the danger of injury that could happen on the off chance that you remain in your home. In view of that you likewise need to make sense of what kind of catastrophes well on the way to occur in your general vicinity, and how you ought to plan for every individual debacles. One likewise has to realize what their working environment, their children’s school or day care focus, or different spots where your family invests energy fiasco plan is. The subsequent advance is to make a family fiasco plane by conversing with your relatives as how to react on the off chance that one happens. Pick two spots to meet on the off chance that it happens during a period that everybody isn't at home and stick to it. One ought to likewise build up a crisis correspondence plan so on the off chance that you can't get together, you ought to have a solitary individual assigned outside of your debacle are the place all relatives can call to pass on data about their wellbeing and where about. One should know their least demanding most helpful getaway courses to take if clearings are required. References Last Name, F. M. (Year). Article Title. Diary Title, Pages From To. Last Name, F. M. (Year). Book Title. City Name: Publisher Name. Figures Figure 1. [Include all figures in their own segment, following references (and commentaries and tables, if relevant). Incorporate a numbered inscription for each figure. Utilize the Table/Figure style for simple separating among figure and caption.] For more data pretty much all components of APA arranging, if you don't mind counsel the APA Style Manual, sixth Edition.

Porphyrias Lover and My Last Duchess by Robert Browning Essay -- Rober

Think about the two sonnets ‘Porphyria’s Lover’ and ‘My Last Duchess’ by Robert Browning. What do they uncover about mentalities to ladies and connections in the nineteenth century? Robert Browning was probably the best writer of the nineteenth century. In 1842, he distributed ‘Dramatic Lyrics’ which incorporated the two sonnets ‘Porphyria’s Lover’ and ‘My Last Duchess’. In ‘Porphyria’s Lover’ Browning gives the peruser a sensational knowledge into the bent psyche of an anomalous possessive darling, who wishes the snapshot of affection to keep going forever. In this article, ‘Porphyria’s Lover’ will be contrasted with Robert Browning’s other emotional monolog, ‘My Last Duchess’, where an Italian noble uncovers his mercilessness to his late spouse while flaunting a picture of her to one of his visitors. Robert Browning’s sonnets ‘Porphyria’s Lover’ and ‘My Last Duchess’ were both written as an emotional monolog. The two sonnets show a likeness since they are both described from the male lover’s perspective. Accordingly, the peruser turns out to be all the more firmly engaged with the sonnets and can feel forceful feelings for the people depicted than if the sonnet was composed from the eyes of a ‘outsider’. This type of composing empowers Browning to utilize incongruity, in which the genuine significance is disguised or repudiated by the exacting implications of the words. For instance, in ‘My Last Duchess’ the Duke arranges the passing of his better half, however conceals the genuine importance in his words: ‘ Much a similar grin? This developed; I provided orders; At that point all grins halted together.’ ‘My Last Duchess’ is likewise written as a solitary refrain sonnet, which is the unit of a sonnet that comprises of at least two lines of stanza sorted out as per the substance and structure and generally rehashed as a repetitive example in the sonnet. On the other hand, ‘Porphyria’s Lover’ doesn't follow this example, yet has an alternate rhyming plan. By all accounts, the storytellers in every sonnet show totally various qualities. In ‘Porphyria’s Lover’, the storyteller shows ground-breaking feelings towards Porphyria, which exhibit his solid sentimental emotions. The peruser recognizes that the storyteller is energetically infatuated, as the accompanying concentrate illustrates. â€Å"Too powerless, for all her heart’s attempt, To liberate its battling energy From pride, and vainer ties dissever What's more, offer herself to me forever.† On the other hand, the Duke in ‘My La... ...throughout the night we have not blended But then God has not said a word† You can contrast this with ‘My Last Duchess’ where once more, the Duke shows no regret for requesting the demise of his better half. The cutting edge peruser is given a knowledge into the route connections among people were seen in the only remaining century, and prior, during the hour of the Renaissance. Without question, men had the prevailing job, and ladies had minimal individual flexibility. Ladies were compelled by a sense of honor to show unquestioning appreciation for the men in their lives, paying little mind to how they were dealt with. In Porphyria’s darling, Browning shows us the vision of a lady who isn't following this good example. Truth be told, she is totally the inverse, and all things considered, she is satisfying the job of a male dream by playing a prevailing job, with evident sexual expectations. In the nineteenth century this would have had the double impact of being both exciting and progressive. According to a cutting edge peruser, neither one of the poems is especially stunning, as individuals are progressively acclimated with material of a noteworthy sort. This shows when perusing and getting writings, the peruser needs to manage as a top priority the occasions and setting wherein they were composed.

The Metamorphosis Analysis - Free Essay Example

In The Metamorphosis, Gregor Samsa, a travelling salesman wakes up from a dream and notices that he had transformed into a monstrous cockroach. Despite being a huge bug, he wasnt shocked about his transformation. He just wanted to get up and get to work. Prior to his transformation, Gregor took on all the responsibilities of being the bread maker and watching over his family. Now that he isnt a human anymore he fears that all the peace and contentment he managed to create will all turn into chaos. Gregors change in the physical and mental state are not the only forms of metamorphosis that occur. His transformation causes the role of authority in his family to shift as they adapt to his new form. Gregor understands that he has an obligation to take care of his family, but he hates every moment of it. If I didnt have to exercise restraint for the sake of my parents, then I would have quit a long time ago; I would have gone up to the director and told him exactly what I thought of him (Kafka, 1205). Gregor has thought about the day he could get his life back together and no longer have to work for an overbearing boss. He allows himself to stay in a miserable job for the sake of his parents and sister. He understands that at this point in his life he had no right to take authority because he was not in a position to take it. He allows himself to be ordered around so he can earn enough money to finally part ways, but not before doing right by his family. When Gregor is late for work, the director sends the chief clerk to his house. The chief clerk provides a possible reason for him not showing up to work that day, which has to do with Gregors recent position to collect payments. The chief clerks belittling does not anger or affect Gregors attitude about his work ethic. Instead, he defends himself and tries to prove he is still worthy of working at the company. Gregor still thought he still had a chance to redeem himself even in his new form because he could not deal with the idea of missing a day from work. Grete (Gregors sister) is worried about Gregor and his well-being. She leaves food for him, while taking into consideration his new appetite. She even moves furniture around in his room, so that he could be more comfortable and move around freely. Grete is the only one who can face Gregor after his transformation. This gives her new responsibilities as a caretaker. Her parents started to respect her as she took on more responsibilities and they saw her as a matured-young woman towards the end of the story. As time went on, Grete starts to neglect Gregor and eventually becomes annoyed by his presence. She starts to see him as a threat and one that must be dealt with immediately. Her newly oppressive nature emerges from fear and anger out of Gregors presence when he left his room. Gregors father responds with violence not reason, unlike Grete. His father now gave him a truly liberating kick, and he was thrown, bleeding profusely, far into his room. The door was battered shut with the cane, and then at last there was quiet (Kafka 1214). When he saw Gregors transformation he was obsessed with getting Gregor back into his room. Gregors isolation prevents him from asserting any kind of authority over his family. This also symbolizes his authority over his family is taken away from him. In the end, Grete finally asserts authority to resolve the familys ongoing problem and decides Gregors fate. We must get rid of it, cried the sister again, ?thats the only thing for it Father. You just have to put from your mind any thought that its Gregor. Our continuing to think that it was, for such a long time, therein lies the source of our misfortune (Kafka 1232). She explains that his unwillingness to remain in his room is evident to Gregors inconsiderate behavior which decidedly cannot be human. If Gregor truly cared about his familys well-being, he would have left them alone. Instead, he stays right where he is and continues to cause trauma. Gregor always provided everything for his family which promoted their laziness before his metamorphosis and after. While he worked hard to get his family out of debt, they gladly accepted his hard-earned money to use for themselves with no sense of appreciation. His father had money locked away, which couldve helped speed the process of them getting out of debt. After Gregors metamorphosis, they all got jobs because their one source of income wasnt able to carry out his work duties. His parents were able to work which makes us wonder why they didnt in the first place. When the tables had turned, Gregor needed his familys support and they eventually abandoned him. Gregors passing finally releases them from his burden. The ending of the story was sad considering how Gregor devoted his life for his family, but at the end of day they realized they didnt need him at all. In conclusion, the role of authority shifts as the family has taken their life back from Gregors overshadowing nature. They realized that they gained a lot more financially and are better off without him.

The Treatment Of Mental Illness - 1153 Words

The shutdown of state mental hospitals and lack of available financial and institutional resources force mentally ill people to the United States Judicial System for mental health. Every year thousands of people are arrested for various crimes and they are sent to jail. Sixteen percent of these people have some type of mental health problem (Public Broadcasting System , 2001). When we consider that the United States has the largest incarcerated population in the world at 2.2 million, this number is staggering (Anasseril E. Daniel, 2007). This is about 1% of the entire population of the United States. There are many reasons as to why the situation has taken such a bad turn and when the history of the treatment of mental illness is examined one can see how the situation developed into the inhumane disaster it is today. Hippocrates was the first to recognize that mental illness was due to ‘disturbed physiology’ as opposed to ‘displeasure of the gods or evidence of dem onic possession’. It was not until about one thousand years later that the first place designated for the mentally ill came to be in 15th century Spain. Before the 15th century, it was largely up to individual’s families to care for them. By the 17th century, society was ‘often housing them with handicapped people, vagrants, and delinquents. Those considered insane are increasingly treated inhumanely, often chained to walls and kept in dungeons’. There are great strides for the medical treatments for the mentallyShow MoreRelatedCause and Treatment of Mental Illness807 Words   |  4 PagesRunning Head: Cause and treatment of mental illness Abstract This paper briefly talks about mental illnesses and what it entails. The paper will discuss my thoughts on mental illnesses as well as what exactly a mental illness is. I will begin telling where some of the stigma of someone suffering with a mental illness stems from. I will talk about how the media such as newspapers and national advertisements play a role in this stigma. I will give insight on some of the causes that may contributeRead MoreLack Of Treatment For Mental Illness1523 Words   |  7 Pagesphysical, mental, and social well-being and not merely the absence of disease or infirmity.† However, in the United States, access to care and funding for mental health care are grossly neglected and underfunded in comparison to other aspects of health care. At the individual level, lack of proper treatment for poor mental health and mental illness has a detrimental effect. At a population level, society also suffers from the burden resulting from the lack of treatment options for poor mental healthRead MoreSymptoms And Treatment Of Mental Illness3857 Words   |  16 Pagesof severe mental illness. Sometimes this mental illness can take the form of a personality disorder, which at present is considered incurable, or it can take the form of severe depression, for which there are currently many treatments. This paper aims to shed light as to how conditions beyond a person s control, such as mental illnesses like depression or personality disorders can cause these individuals to get into trouble with the law. Methods: Diagnosis and identification of mental conditionsRead MoreSymptoms And Treatment Of Mental Illness3035 Words   |  13 PagesIntroduction Mental illness/disorder can be described as a change in a person’s cognitive, physical, emotional and/or behavioural control and organization that may cause distress in different areas of life (American Psychiatric Association, 2013). I chose mental illness as the affected population for the article in an inpatient setting; acute psychiatric and rehabilitative units. 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It is perplexing as to why these stigmas even exist as societal misconceptions because approximately 26.4% of the American population has been diagnosed with a mental illness (Kenny Bizumic, 2016, p. 178). However, the majority of people are either failing to acknowledge or ignorantRead MoreMental Illness, Mental, Trauma, And Treatment Of A Hospital1228 Words   |  5 Pagescome in to the hospital with mild to severe mental illness, substance abuse issues, and a lot of the times both. Taylor, the receptionist is usually cheerful when I come in but today, she quickly informs me that it has been out of control on a couple of the units and even worse codes have been called all day. As I walk towards the clock in machine the schedules and assignment sheet sits right above it. That assignment sheet tells the nurses and Mental Health Techs, which is my job title what unitRead MoreCognitive Psychology And The Management And Treatment Of Mental Illness1352 Words   |  6 Pages In this essay I will be looking in detail at two psychological perspectives, comparing their difference and similarities and how they would be applied to the management and treatment of mental illness. Also I will explain the theories of two psychologist highlighting their strengths and weaknesses and there similarities and differences. AC1.1, AC3.1 Biological psychology looks at the biological aspects of behaviour. It looks at how the brain s structure, chemistry, activity and genetic make-upRead MorePrevention versus Treatment of Chronic Illnesses and Childhood Mental Illness665 Words   |  3 Pagesalleviate factors that lead to the need for treatment. Treatment refers to the interventions that occur to cure or lessen/manage the symptoms of a disease, illness or injury once it presents. Prevention is intuitively the best strategy in mitigating social determinants of poor health that lead to high treatment costs. In an ideal world, financial resources would be skewed toward prevention as an investment in future health/wellness and to avoid the need for treatment whenever possible. However, even inRead MoreTreatment Of Mental Illness : What Do Kate Chopin And Charlotte Perkins Gilman?1391 Words   |  6 PagesTreatment of Mental Illness in the 1800’s What do Kate Chopin and Charlotte Perkins Gilman, two authors whose works we have read, have in common? Both female authors suffered from depression during the 1880’s, their experiences with depression are seen in their literary works. After reading about the rest cure in Gilman’s â€Å"The Yellow Wallpaper† and learning that Chopin used writing for solace it made me want to learn more about how people with mental illnesses were treated and their conditions

Is Procrastination A Practical Light Bulb - 1280 Words

In the 1930s, a sudden wind swept an American helium-filled airship aloft from its moorings. The rising ship carried away some of the rope crew as well. Most let go right away and suffered no worse than sprains. Others held on until they lost their grip. Each time a man let go, the dirigible leapt higher. Those who hesitated longest fell to their deaths. Procrastination can be deadly! Procrastinators believe that if they do nothing and wait long enough, any bad situation will take care of itself. Or if it does not resolve itself, it will simply go away. Many even insist that procrastination is a form of work, explaining that they are letting their thinking percolate. With that point of view, they feel no concern about delay. In most situations almost any direct action is better than no action. If nothing else, you ll learn from what you try and then refocus in a more productive direction. In support of this view, Thomas Edison made thousands of unsuccessful attempts to invent a practical light bulb. Edison saw what he was doing as learning rather than failing. Clearly, his approach speeded up the process. When fear is an element, that fear can create a disastrous procrastination stall. DON T THINK TOO LONG ABOUT THAT Fear and Trembling in the Executive Washroom Fear rules many business leaders and their fear comes in many guises. One of America s most admired CEOs feared any negative publicity. As a result, he would only acquire smaller, privately heldShow MoreRelatedEco-Buddhism7194 Words   |  29 Pagesbring about the disappearance of Himalayan glaciers in Tibet, abolishing the water supply of hundreds of millions of people. Even countries not directly affected by environmental disasters could be flooded by millions of refugees.   These are very practical matters for the survival of Buddhism in Asia, as well as for world peace. In summary, the climate-energy emergency is so consequential as to be a moral and ethical matter of the first order. The case can be made that a pan-Buddhist Council shouldRead MorePractical Guide to Market Research62092 Words   |  249 Pagesvital to know and what is of lesser importance. Taking time and effort in defining the coverage of the research is essential if the results are to truly assist the decision making process. In addition, however, a well defined research coverage is of practical value in latter stages of the project and particularly at the questionnaire design stage. With the coverage defined and listed much of the work involved in developing a questionnaire is already done. Key point Pinpoint the objective of the researchRead MoreDeveloping Management Skills404131 Words   |  1617 Pagesyear had occurred during the previous few years, and morale, productivity, and quality of production by the 5,000 employees were the worst in the corporation. Costs of assembling the automobile were about 30 percent above the Asian competitors. In light of these data, corporate headquarters issued an order to close the plant and lay off the workers. Three years later, General Motors signed a joint operating agreement with one of its major competitors: Toyota Motors. Much had been written about theRead Morepaul hoang answers72561 Words   |  291 Pagesbusiness in question – what works well for one area of a conglomerate does not mean it will succeed for other parts of the overall organisation. For instance, Honda manufactures motor bikes, automobiles, jet engines and lawnmowers(!) It would not be practical to apply a single generic strategy across the Honda organisation. Hence, it is only to a limited extent that Porter’s generic strategies work for a global conglomerate. [6 – 7 marks]  © Paul Hoang and IBID Press    32 There is a balanced

Depression and Suicides in Youth in The Australia Context - Sample

Question: Discuss about the Depression and Suicides in Youth in The Australia Context. Answer: Introduction The current study focuses on the aspect of depression management and prevention of suicides in youth in the Australian context. Depression is one of the perils which have been hugely affecting the present century. Mostly the feeling stems from internalization of negative feelings and comments which are either circumstantial or may have genetic predisposition. Depression management is a prime concern among the youth which could be attributed to a number of factors. Some of these factors are constant demand to keep up with the constantly changing society and utmost peer pressure. Additionally, unreported depression may have severe consequences resulting in development of suicidal feelings in an individual. The present assignment focuses upon the risk factors of depression along with the plausible interventions which could be provided for the management of the same. Depression and suicide management in Australia Decoding depression in the Australian context The current decade has seen an alarming rise in the rate of suicide and depression within the Australian population. Depression is a common peril affecting individuals globally and needs immediate care and retrieval. The cause of depression may be deep rooted within the current Australian population. The present youth had been suffering from a number of issues such as loneliness, drug abuse among other factors such lack of as peer pressure. As commented by Butow et al. (2015), the lack of sufficient support and social concern cam add fuel to the grievances of these teenagers. Depression is the second most common health issue after cardiac ailments. However, as argued by Ridani et al. (2015), most of the time people lack sufficient knowledge about the onset or the presence of depression and fail to receive adequate amount of care services. The causes of depression can be broken down into a number of components such as past or family history of depression, sensitive and self critical personalities, possessing chronic medical conditions for a very long time. As commented by Staples et al. (2015), submission to alcohol and other forms of sedatives can form a basis for loosing cognitive control within an individual. Depression is a rather huge and complex area and the causes for the development of melancholy within the individual may vary based upon individual predisposition and circumstances (Cummins et al. 2015). It is mostly attributed to the development of chemical imbalances within the brain. The mood balance within an individual in mainly regulated by the presence of optimum levels of serotonin and dopamine. However, as argued by van Dooren et al. (2013), turbulent social environment along with disturbed family conditions can trigger the development of such feelings of dejection within an individual. Statistics about rate of suicides There has been an alarming rise in the rate of suicides in the current Australian scenario. As reported by the Australian Bureau of Statistics (ABS), between the years 2011-2015, the average number of suicides was recorded at 2867. In the year 2015 alone there were 3027 deaths by suicide alone, the average being 8.3 deaths by suicide each day in Australia. The highest age specific suicide rates was noticed within the males of 85+ age group with 68 deaths ("About the Australian Bureau of Statistics", 2017) However, within females the highest rates of suicides were observed in the age group of 45-49. As reported by Andersson Titov (2014), over the last 10 years the rate has been considerably higher in males than in females. However as argued by LaMontagne et al. (2014), teenage suicide is rising at an alarming rate with per 22.5 out of 100000 deaths attributed to death by suicide alone. Research and study has shown that people with past history of suicidal attempts are at greater risk of attempting something similar actions in the future. Additionally, people facing neglect from their families along with alcohol and drug abuse are at major risk of facing depression. Analysing the risk of depression and suicide Depression among the white Australians The current decade has recorded high rates of depression within the white Australian youth groups. Figures and estimates have shown that one million people in Australia currently suffer from depression and 2.3 million suffer from anxiety ("Home | Suicide Prevention Australia", 2017) Evidences from the Australian Bureau of statistics (ABS) have shown that in the year 2008 alone 10,000 youngsters lived with depression. As commented by Fazel et al. (2014), less than 50% of the population had been actually receiving care for depression management. With only 30% of them whose care requirements have been actually met whereas the rest have been only partially met. This could be attributed to the lack of infrastructure along with optimum levels of awareness in the affected population. The causative factors have been identified to be immense peer pressure, loneliness, economic stress, abusive history, work pressure, drug and substance abuse . The current youth of Australia have been found to be increasingly inclined towards the use of alcohol or substance abuse ("Mental Health Commission of NSW", 2017). This has been seen as a strategy for coping up with the additional levels of stress that a person might be subjected to. Suicide among Australian aboriginal groups The aboriginal groups have been the first inhabitants of the native land of Australia. These people were found to possess a strong spiritual connection with their land and religions. However, the colonisation by the British forcibly removed them from their native land. The indigenous Australians thus had to face huge number of challenges as per the basic rights and privileges of the community were questioned (Folkman, 2013). The lack of support and social inclusion often limited their resources. Thus, the community was deprived in terms adequate living standards and basic amenities such as education and better lifestyle. As mentioned by Anestis et al. (2014), the lack of social inclusion and constant rejection from the society often generates feelings of negativity which could perpetuate into suicidal behaviours. Factors affecting mental health condition In this context, Jonathan was a 19 year old boy undergoing electrical training course at the Technical and further education had been admitted to the hospital with attempt to suicide by drug overdose. He had been living with his father and his younger sister after the loss of his mother. Jonathan lost his mother to breast cancer and has still not been able to accept his mums death. However, in his reinstating report Jonathan had mentioned that he shared a wonderful relationship with his father. However, ever since the death of his mother Jonathan had grown emotionally distant from his father. The analysis of the condition of Jonathan pointed at a number of factors which might have triggered the development of the present state of melancholy. One of the factors being loss of a parent along with lack of social and emotional support. Jonathan had been going through impulsive phases where he had contemplated suicide more than once. Moreover, the mood disturbances of Jonathan had also aff ected his relationship with his girlfriend. As reported by him, Jonathan had also lost interest in his work making him miserable at work. The evaluation of the conditions of Jonathan points at the development of severe depression. Ethical principles related to mental health care The ethical principles are very critical in the provision of optimal health care and services to an individual. In this context, a number of ethical principles need to be considered for sufficient assessment of care risk and management. In this respect a balanced act of beneficence can help in comprehending the problem situation of the care support user (Thomas et al. 2014). The act of beneficence promotes charity, kindness and moral obligations which should be hold upmost in delivery of care services to the patient ("Mental Health Commission of NSW", 2017). In this context, reinstating about the present dilemma faced by Jonathan may help in providing emotional support to the patient. As a practising nurse I should also establish a greater level of understanding with Jonathan to analyse the current set of feelings he might be going through. This might help me in preventing any future act of non-maleficince within the hospital setup. The non-maleficence could be defined as an act of harming others of self within a care set up. However, as argued by Kane (2015), increased interference by the care professional in regulating the daily set of activities of an individual can give rise to conflicting situations. Thus, inculcation of programmes as the Mental Health Capacity Act, 2005, helps in assuring that least restrictive care is being provided to the individuals. Additionally, the confidentiality acts are also very important in the context of health and support care where the private details of the patient records are safely exchanged across the channel. It could be guaranteed with the help of the Data Protection Act, 1998. Interventions for high priority mental health risk Working as a practising nurse I need to conduct a suitable risk assessment and suggest plausible interventions to the client. From the analysis of the present situation of Jonathan i deciphered that Jonathan has been going through ruminating thoughts of suicide. Though he had failed in his last attempt, there are chances that he might contemplate something similar in the future. Thus, caring for Jonathan I need to act beneficently by being kind and understanding towards him. I need to empathize with the feelings of the support users strongly so that I can strike a chord of confidentiality with them. This help in the development of an effective communication channel between me and the support user. Additionally, I could involve my client in the decision making process which helps in providing autonomy to the support user. Moreover, involving the family members of the support users can help in making informed choices. I think doing the same could also help in reducing the gap between J onathan and his father. Identification of the mental health concern and relevant interventions I can undertake a number of steps and measures in providing suitable and relevant care options to the support users. The present analysis done by me as a professional nurse helps me in pointing out that Jonathan had been suffering from extended depression for a longer period of time. Thus, as a practising nurse I need to provide sufficient emotional counselling and support to the patient. Additionally, I can also involve the family members of the patient in the informed decision making process. The immediate medical interventions which could be provided to service users like Jonathan could be prescribing the approved and standard doses of antidepressants for him. As commented by Visser et al. (2014), providing sufficient autonomy to the support users in deciding their care plan can also act in the favour of the treatment. Conclusion Depression among the youths is one of the grave concerns of the present decade. The same has been linked with multiple factors including genetic pre-disposition. As per the case study the patient here had been hitting an all time low due to the loss of his mother. Moreover, he was lacking additional support from his father and girlfriend. With the help of the analysis the fact could be emphasized that the patient did not share transparent and open communication interface with anyone his near and dear relatives. Additionally, the patient had been suffering at the professional interface also. Thus, the patient was in need of help and supervision from a multiple number of channels. The unnoticed depression can further promulgate into suicidal feelings in an individual. Thus, increased care and supervision need to be delivered to the support users in the form of effective counselling sessions. There are a number of ethical dilemmas associated with depression management and care. In this context, the cultural feelings and myths possessed by different cultures need to be taken into consideration for designing of effective care programs. Moreover, medical interventions along with community development programme could serve as a huge motivation factor for the aggrieved person. References About the Australian Bureau of Statistics. (2017). Abs.gov.au. Retrieved 26 August 2017, from https://www.abs.gov.au/about?OpenDocumentref=topBar Andersson, G., Titov, N. (2014). Advantages and limitations of Internet?based interventions for common mental disorders.World Psychiatry,13(1), 4-11. Anestis, M. D., Anestis, J. C., Zawilinski, L. L., Hopkins, T. A., Lilienfeld, S. O. (2014). Equine?related treatments for mental disorders lack empirical support: A systematic review of empirical investigations.Journal of clinical psychology,70(12), 1115-1132. Butow, P., Price, M. A., Shaw, J. M., Turner, J., Clayton, J. M., Grimison, P., ... Kirsten, L. (2015). Clinical pathway for the screening, assessment and management of anxiety and depression in adult cancer patients: Australian guidelines.Psycho?Oncology,24(9), 987-1001. Nielssen, O., Dear, B. F., Cummins, N., Scherer, S., Krajewski, J., Schnieder, S., Epps, J., Quatieri, T. F. (2015). A review of depression and suicide risk assessment using speech analysis.Speech Communication,71, 10-49. Fazel, M., Hoagwood, K., Stephan, S., Ford, T. (2014). Mental health interventions in schools in high-income countries.The Lancet Psychiatry,1(5), 377-387. Folkman, S. (2013). Stress: appraisal and coping. InEncyclopedia of behavioral medicine(pp. 1913-1915). Springer New York. Halpern, D. (2014).Mental health and the built environment: more than bricks and mortar?. Routledge. Home | Suicide Prevention Australia. (2017). Suicidepreventionaust.org. Retrieved 26 August 2017, from https://www.suicidepreventionaust.org/ Kane, C. (2015). The 2014 scope and standards of practice for psychiatric mental health nursing: Key updates.Online journal of issues in nursing,20(1). LaMontagne, A. D., Martin, A., Page, K. M., Reavley, N. J., Noblet, A. J., Milner, A. J., ... Smith, P. M. (2014). Workplace mental health: developing an integrated intervention approach.BMC psychiatry,14(1), 131. Mental Health Commission of NSW. (2017). Mental Health Commission of NSW. Retrieved 26 August 2017, from https://nswmentalhealthcommission.com.au/ Mohr, D. C., Burns, M. N., Schueller, S. M., Clarke, G., Klinkman, M. (2013). Behavioral intervention technologies: evidence review and recommendations for future research in mental health.General hospital psychiatry,35(4), 332-338. Ridani, R., Shand, F. L., Christensen, H., McKay, K., Tighe, J., Burns, J., Hunter, E. (2015). Suicide prevention in Australian Aboriginal communities: a review of past and present programs.Suicide and life-threatening behavior,45(1), 111-140. Staples, L. G., Dear, R., Ryan, K., Purtell, C., Titov, N. (2015). Procedures for risk management and a review of crisis referrals from the MindSpot Clinic, a national service for the remote assessment and treatment of anxiety and depression.BMC psychiatry,15(1), 304. Thomas, K. H., Martin, R. M., Davies, N. M., Metcalfe, C., Windmeijer, F., Gunnell, D. (2013). Smoking cessation treatment and risk of depression, suicide, and self harm in the Clinical Practice Research Datalink: prospective cohort study.Bmj,347, f5704. van Dooren, F. E., Nefs, G., Schram, M. T., Verhey, F. R., Denollet, J., Pouwer, F. (2013). Depression and risk of mortality in people with diabetes mellitus: a systematic review and meta-analysis.PloS one,8(3), e57058. Visser, S. N., Danielson, M. L., Bitsko, R. H., Holbrook, J. R., Kogan, M. D., Ghandour, R. M., ... Blumberg, S. J. (2014). Trends in the parent-report of health care provider-diagnosed and medicated attention-deficit/hyperactivity disorder: United States, 20032011.Journal of the American Academy of Child Adolescent Psychiatry,53(1), 34-46.

memory Essays (548 words) - The Bangles, Miracle Power, Hand Gloves

Find something that you value at many different aspects in your life. A pair of small round bangles was given to me as a gift from my grandmother. At the age around 80, She didn?t want to wear any jewellery and gave away all. My grandfather and mother, with whom I was so much attached mentally that my thought, belief, views all took a shape in a way that me the person who I am is partially was built by them. Their simple way of life and very simple happy everyday life influenced me so many ways whenever I see and I wear the bangles I feel I am very blessed with this very special gift. My grandmother was an illiterate woman and grew up in a very strong conservative Muslim family, early 2oth century she was born in a village grew up in a culture and time when a noble Muslim woman was not permitted walk beyond her home yard. I remember when she came to visit our home in Dhaka the capital city of Bangladesh, she wore a full body cover the black burka, a pair of black hand gloves, a pair of socks and it was very hard to see her eyes through the head Vail. I many time asked her how she could make it in a very hot humid day dressing up like that and, had a journey around 7 or eight hours. She smiled and said us ?don?t worry, time will change when you grow up, just study well, and study well so you can have a life as you desire. She knew a number of Quran verses but didn?t know how to read the Quran. She knew many poems that she learnt from her children when they studied for school. One thing she used to tell me, always be happy and satisfy what you have and be thankful to Allah for what he grants for you. When I was a kid I had problem in walking, on that time once my grandmother asked my father she had a a spiritual man who have miracle power to cure so I she wanted to take me to him , I was 12 years old and I was sent to her, when everybody fell into sleep she woke me up and we walk a long way in the middle of night ,passed through the meadow, vast paddy field and reached in a house yard that was crowed but dim lightening and the smel l of incense stick and burning candle, the place was very smoky its was like a circled meeting first with men then with women. The men was in kind of mental state he did not look to anybody but answer or sometime ask to people who are present I so wonder how a lady who never walked outside she every Thursday mid-night made alone this journey and surprising I found latter in my life she also highly enjoyed that four night walking all that long way to go and come . Only a lamp she When I feel sad or frustrated about something I think about back of my life my parents my grandmother specially her and her time. I feel very fortunate, this gift an inspiration to me.

Grade 11 IPT Term 1 2004 essays

Grade 11 IPT Term 1 2004 essays Artificial Intelligence Minor Project (AI 1) The topic I chose for my system is European flags. I chose this topic because I will try to help people know what European flags are which. In my system there will be a series of questions asked to the user to help classify different flags. Some limitations Ive made are that I have only chosen flags for the most popular and well known countries. To use my system effectively you answer the questions asked to the best of your ability and when you have answered all the questions then you should reach a conclusion. That conclusion will be the name and picture of your flag. I think that my expert system is fairly well done. It helps the user classify the different types of European flags. It also gives a little insight to the country by giving it a brief overview. I believe that my system is extremely helpful to someone trying to find different flag names that are in Europe. If I were to rate my system out of ten, I would rate it 6/10. Some of the weak points in my expert system is that there are so many European flags and I only chose a small quantity of them. This means that there are a lot of flags left out and there is a fair possibility that people want to know those certain flags. Some of the future enhancements are increasing the amount of conclusions in the memory bank. This means increasing the number of flags. I would also if I had plenty of spare time do the world flags and then help other people know all the world flags. ...

Criticism regarding a character ( the character is in the book Hamlet, Essay

Criticism regarding a character ( the character is in the book Hamlet, Shakespeare) - Essay Example Hamlet can sometimes be looked at as a noble prince despite the anger he had towards Claudius for his treachery. This argument is justified through explaining that evil usurper is capable of making good characters to be destroyed. In the critics towards Hamlet, there are several scholars’ works, which can be used. These issues are pointed out to implicate several characters of Hamlet, which can be seen, with the third eye of the audience and readers. Hamlet nature of masculinity and femininity is interpreted by Guo De-yan to be overshadowed by the tragedy in the story. His character of being indecisive, Oedipus complex and philosophical thinking makes him a hard nut to crack when it comes to giving him a responsible nature (Weitz 73). It is shown that he had difficulties dealing with his femininity. This trait makes him exhibit emotional, weakness and passive nature that can only be seen in women. At the same time, his masculinity makes him develop traits such as aggressiveness, rationality and courage. The feminist nature establishes his thinking to degrade his identity to self-hatred and self-negation. The patriarchal concept dealing with gender identity makes him weak to develop the courage of avenging the death of his father. One of the biggest masculine traits that are revealed is courage. This is vivid in during the appearance of the king’s ghost as the soldiers trembled and termed it as a dreaded sight. One of the greatest soldiers in the kingdom Heratio is seen to be shaken and pale. However, the case is different with Hamlet as he faces the ghost with courage and does not show signs of fear. He even challenges it before it attars a word. At the same time, he decides to follow the advice of the ghost though it was against the advice of Marcellus and Heratio (Weitz 90). His courageous nature is also depicted when he decided to participate in an art fence fighting that he was invited. He was aware that Laertes had a better chance of

Mendel and Darwin are the Fathers of Molecular Biology Coursework

Mendel and Darwin are the Fathers of Molecular Biology - Coursework Example In this experiment, Mendel only used only the color of flowers to study inherence. Mendel attempted a second study using the pea seeds. He wanted to decipher the inheritance of seed shape. He crossed the seeds had smooth coats with wrinkled seeds. The result of this cross was that all plants had smooth seeds. Mendel then self-crossed the smooth-seeded plants. The progeny of these fertilization showed that many plants had smooth seeds and only a few wrinkle-seeded. Mendel tried a third experiment. In this case, he used pea plants, which differed in two characteristics. The two traits of comparison were color and shape of the seeds. The pure breeds were smooth, yellow seeds and wrinkled green seeds. After the first cross, Gregor observed that, that all the plants were round in shape and yellow in color. When he self-fertilized these offspring, Mendel the plants from this cross were different. The seeds were, round-yellow, wrinkled-yellow, round green, and wrinkled green. This surprised Mendel. He later concluded that there were ’factors’ responsible for transfer of traits from one generation to another. He went ahead to reveal that the some of the traits did not appear in the first generation. However, the masked traits reappeared in the subsequent generations. Gregor coined his first principle based on the observations of monohybrid crosses. This was the principle of segregation. This principle meant that, there was division of what initially were two factors during the gamete formation process. Using results from a cross of two contrasting traits, Mendel came up with the principle of Independent Assortment. This principle alludes to independent inheritance of alleles. Although Mendel did not provide the word gene at that time, he proposed that there were factors passed from generation to the other. Figure 1 below is an illustration of the principle of segregation. P represents the parental generation. They are purple and white in color. In the fir st generation, their offspring are all purple in color. However, the cross of these individual off springs results to reappearance of white flowered plants. This indicates that the white trait did not get lost. Figure 2 shows laws of independent assortment, the parental traits are round yellow and wrinkled-green. Their offspring demonstrate a variety of characteristics. Nine out of sixteen are round yellow, three are round green, three yellow wrinkled and only one wrinkled green. Figure 1. Illustrates the Principle of segregation Figure 2 indicates the law of independent assortment Charles Darwin is famous for the evolutionary theory. In his book, ‘The Origin of Species’ he proposes the theory of natural selection. Darwin believed that all organisms evolved from previous ones. The theory holds that, organism develop adaptive mechanism to fit well to their immediate environment. Darwin used breeding experiment to understand variation. In his selective experiments, he not iced that there was accumulation of variation in some organism, which enabled them to survive better to the environment than the ones that did not accumulate variation. With each successive breeding, Darwin discovered that there was a new group of organism, which had acquired strong characteristic. Darwin concluded that nature caused the accumulation of good traits in organisms that allowed them to fit well to environment. This clearly implies that nature

School Life Essay Example for Free

School Life Essay Then BOOM my alarm clock goes off to wake my brother and I up to get ready for school, but this was all put to the side by our mother coming in to the room telling us that she would have to work a few extra hours. Wake your but up! Is what I yelled to my brother as I had always did he consistently showed himself to be the lazy one who would just breeze through life without a care in the world. He replied back with the bad morning breath, â€Å"Leave, me, alone its only 6:30 school doesn’t start until 7:30. Me as usual I got up pulled him out of bed until he hit the floor then started my routine to get ready for the day’s events. Oh yeah my name is Gerard by the way. I carried myself across the dimly lit hall towards the bathroom. As I flicked on the light switch, I first noticed this hair pick still stuck in the side of my head. I immediately grabbed it and started to fix my hair. As I stand in front of the mirror looking back at my own reflection, wondering why, does school start this early in the morning, I grabbed the toothbrush and toothpaste and began to a make it happen. My brother’s name is Joel, and he could care less of his appearance, because he always thought that he was God’s gift to the ladies. Most of his attire consisted of whatever he felt like grabbing out of the closet or the first thing he could get his hands on. He didn’t care if he was all wrinkled, his excuse was that they’ll be gone throughout the day plus now one would notice them anyway because that’s how he rolled. You would have thought that he just came from summer camp playing rugby with a few of his friends before school started. As he came into the bathroom besides me to wash up and get ready, I could always here him saying thanks for getting me up too, knowing that being the older sibling I couldn’t just let him be late for school besides our mother would have killed me. As I look at the clock I notice that we are right on schedule, its 7:00 and time to wake my sister Latoya, she’s in middle school and does not experience the rush that my brother and I go thru being that the two of us share a room and sometimes wrestle to get around to what we need to be done. The time is now 7:10, and it’s time for us to leave the house headed for school since we live only a quarter of a mile away from the school we can pretty much toss a couple of rocks a few times and we’re there. The only downside is that sometimes we get too complacent living so close to the school that we end up thinking there’s more time and end up cutting it close to getting to class on time or worse being late and end up with detention. As we get to school they are still selling breakfast its usually something simple like garlic cheesy bread or the cinnamon sugar rolls that are so delicious. But we cannot stand in line and enjoy them today because the first school bell rings and that signifies things need to get closed out and you need to put your thinking caps on. As we exited the cafeteria it was 7:25 and the start of the school day and the final bell rings at 1:50. Joel and I always knew that we would see each other at our lunch period odd as it seems I was a senior and he was a sophomore, but hey, that’s how the schedules came out. We couldn’t control the outcomes of what we wanted to do we could always find some sort of time to throw a wise crack at one another.

Arthur Machen’s The Great God Pan Essay -- The Great God Pan Essays

In â€Å"The Great God Pan† (1894) Machen uses ancient Greek god Pan to serve as a symbol of spiritual reality that lies beyond human perception and knowledge. Machen’s use of this divine entity and his success in rediscovering a minor figure of the classical pantheon, yet â€Å"mostly neglected by earlier authors of English literature† (Pasi 69), provide what Gilles Deleuze and Felix Guattari argue to be the significant value of a minor author, â€Å"†¦by using a number of minority elements, by connecting, conjugating them, one invents a specific, unforeseen, autonomous becoming† (106). â€Å"The Great God Pan† uses a detective plot and English upper class male characters’ search for an elusive figure, Helen Vaughan, who travels by assuming various identities. Helen, through her changeability of her identity destabilises the humanistic notion of identity as a stable phenomenon, and enters into the domain of becoming Pan. This fluidity a nd indeterminacy of Helen’s character is Machen’s attempt to undo the established notion of canonical subjectivity, and propose an alternative possibility of becoming. Helen’s insistence on entering into the zone of inhuman – god Pan- involves a position of alliance with the elements of her desire, which are beyond human accessibility and control. Helen, with this alliance with the god Pan, which has multiple forms and identities, enters into the flux of becoming Pan. Machen, through the experiment of Dr. Raymond, invokes to reveal the reality behind the veil in his supernatural tale â€Å"The Great God Pan†. In this attempt of removing the veil, Dr. Raymond’s practice of â€Å"transcendental medicine† provides the means to reach out the reality behind the veil: Dr. Raymond surgically changes the structure of a woman’s brain... ...e. How We Became Posthuman: Virtual Bodies in Cybernatics, Literature and Informatics. Chicago: The University of Chicago Press, 1999. Hillman, James. "An Essay on Pan." Pan and the Nightmare. Trans. A.V. O'Brien. New York: Spring Publications, 1972. Jackson, Kimberly. "Non-evolutionary Dageneration in Arthur Machen's Supernatural Tales." Victorian Literature and Culture 41 (2013): 125-135. Navarette, Susan J. "The Word Made Flesh: Protoplasmic Predications in Arthur Machen's "The Great God Pan"." The Shape of Fear: Horror and the Fin de Siecle Culture of Decadence. Kentucky: The University Press of Kentucky, 1998. 178-201. Machen, Arthur. The Great God Pan and The Hill of Dreams. Mineola, New York: Dover Publications, Inc., 2006. Pasi, Marco. "Arthur Machen’s Panic Fears: Western Esotericism and the Irruption of Negative Epistemology." Aries 7 (2007): 63-68.

Resume Marketing Management, 14th Edition – Kotler & Keller

KOTLER RESUME Marketing Management Philip Kotler – Kevin Lane Keller SUMMARY PART 1 Understanding Marketing Management4 Defining Marketing for the 21st Century4 Developing Marketing Strategies and Plans5 PART 2 Capturing Marketing Insights13 Collecting Information and Forecasting Demand13 Conducting Marketing Research16 PART 3 Connecting with Customers18 Creating Long-term Loyalty Relationships18 Analyzing Consumer Markets21 Analyzing Business Markets25 Identifying Market Segments and targets28 PART 4 Building Strong Brands31 Creating Brand Equity31 Crafting the Brand Positioning34Competitive Dynamics36 PART 5 Shaping the Market Offerings39 Setting Product Strategy39 Designing and Managing Services41 Developing Pricing Strategies and Programs46 PART 6 Delivering Value53 Designing and Managing Integrated Marketing Channels53 Managing Retailing, Wholesaling, and Logistics58 PART 7 Communicating Value60 Designing and Managing Integrated Marketing Communications60 Managing Mass Co mmunications : Advertising, Sales Promotions, Events and Experiences, and Public Relations63 Managing Personal Communications : Direct and interactive Marketing, Word of Mouth, and Personal Selling68PART 8 Creating Successful Long-term Growth72 Introducing New Market Offerings72 Tapping into Global Offerings86 Managing a Holistic Marketing Organization for the Long Run93 PART1: UNDERSTANTING MARKETING AND MANAGEMENT CHAPTER 1: DEFINITNG MARKETING FOR THE 21st CENTURY THE IMPORTANCE OF MARKETING Marketing is a significant dimension of any business in today’s highly competitive environment and financial success is often dependent on marketing ability. Marketing is crucial for business success. THE SCOPE OF MARKETING Marketing is about identifying and meeting human and social needs.One of the shortest definitions of marketing is the process of meeting needs profitably. Marketing management is the art and the science of choosing target markets and getting, keeping and increasing customers though creating, managing, communicating and delivering superior customer value. UNDERSTANDING MARKETS Marketing can be used for: Services, products, services and products, events, experiences, people, places ideas Marketing managers seek to influence the level, timing, and composition of demand to meet the organization’s objectives. Eight states of market demand are possible: Full demand: consumers buy all services or products brought to market. – Overfull demand: there are more consumers demanding the service or product than can be satisfied. – Irregular demand: consumer purchases vary on a seasonal, monthly, weekly†¦ – Declining demand: consumers begin to buy services or products less frequently or not all. – Negative demand: consumers dislike the service or product and may even pay a price to avoid it. – Nonexistent demand: consumers may be unaware of or uninterested in the product or service. – Latent demand: consu mers may share a strong need that cannot be satisfied by an existing product or service. Unwholesome demand: consumers may be attracted to services or products that have undesirable social consequences. In each case, marketers must identify the underlying causes of the demand state then determine a plan of action to shift the demand to a more desirable state. HOW IS MARKETING PRACTICED? Marketing practice can be viewed in many perspectives. The traditional view is the KOTLERIAN marketing management view of managing the marketing mix after selecting target market and positioning. TRANSACTIONAL, RELATION AND SERVICE MARKETINGTransaction marketing is defined as attracting and satisfying potential buyers by managing the elements in the marketing mix. Interaction marketing: implies face to face interaction between individuals. Network marketing is with the consumers but occurs across and among organization. The concept was developed by the Nordic school from northern Europe and developme nts from the USA. Relationship marketing in its simplest form is a progression from the dominant and often criticized the 4 P focus. The relational is focus on building long-term relationships with consumers CHAPTER 2 : DEVELOPING MARKETING, STRATEGIES AND PLANMarketing is about satisfying consumers' needs and wants. The task of any business is to deliver customer value at a profit. I. The value Delivery Process The traditional view of marketing is that the firm makes something and then sells it. Companies that subscribe to this view have the best chance of succeeding in economies marked by goods shortages where consumers are not fussy about quality, features, or style-for example, basic staple goods in developing markets. There, the â€Å"mass market† is actually splintering into numerous micro markets, each with its own wants, perceptions, preferences, and buying criteria.The smart competitor must design and deliver offerings for well-defined target markets. II. The value C hain Michael Porter of Harvard has proposed the value chain as a tool for identifying ways to create more customer value. According to this model, every firm is a synthesis of activities performed to design, produce, and market, deliver, and support its product. The value chain identifies nine strategically relevant activities-five primary and four support activities-that create value and cost in a specific business. He firm's infrastructure covers the costs of general management, planning, finance, accounting, legal, and government affairs.The firm's task is to examine its costs and performance in each value-creating activity and to look for ways to improve it. Managers should estimate their competitors' costs and performances as benchmarks against which to compare their own costs and performance. The firm's success depends not only on how well each department performs its work, but also on how well the company coordinates departmental activities to conduct core business processes. †¢ The market-sensing process. †¢ The new-offering realization process. †¢ The customer acquisition process. †¢ The customer relationship management process. The fulfilment management process. To be successful, a firm also needs to look for competitive advantages beyond its own operations, into the value chains of suppliers, distributors, and customers. III. Core competencies Many companies today outsource less-critical resources if they can obtain better quality or lower cost. The key, is to own and nurture the resources and competencies that make up the essence of the business. A core competency has three characteristics: 1. It is a source of competitive advantage in that it makes a significant contribution to perceived customer benefits. 2.It has applications in a wide variety of markets. 3. It is difficult for competitors to imitate. Business realignment may be necessary to maximize core competencies. It has three steps: 1. Defining the business concept or à ¢â‚¬Å"big idea† 2. Shaping the business scope 3. Positioning the company's brand identity. IV. A holistic marketing Orientation and Customer Value A holistic marketing orientation can also help capture customer value. The holistic marketing framework is designed to address three key management questions: 1. Value exploration- How can a company identify new value opportunities? 2.Value creation- How can a company efficiently create more promising new value offerings? 3. Value delivery—–How can a company use its capabilities and infrastructure to deliver the new value offerings more efficiently? A. Value exploration Understanding the relationships among three spaces: – The customer's cognitive space – The company's competence space – The collaborator's resource space. B. Value Creation To create new customer benefits, marketers must understand what the customer thinks about, wants, does, and worries about and observe whom customers admire and i nteract with, and who influences them.C. Value Delivery The company must become proficient at customer relationship management, internal resource management, and business partnership management. Customer relationship management allows the company to discover whom its customers are, how they behave, and what they need or want. V. The central role of the strategic planning Successful marketing thus requires companies to have capabilities such as understanding customer value, creating customer value, delivering customer value, capturing customer value, and sustaining customer value.To ensure that they select and execute the right activities, marketers must give priority to strategic planning in three key areas: managing a company's businesses as an investment portfolio, assessing each business's strength by considering the market's growth rate and the company's position and fit in that market, and establishing a strategy. For each business, the company must develop a game plan for achi eving its long-run objectives. The marketing plan is the central instrument for directing and coordinating the marketing effort. The marketing plan operates at two levels: strategic and tactical.All corporate headquarters undertake four planning activities 1. Defining the corporate mission 2. Establishing strategic business units 3. Assigning resources to each SBD 4. Assessing growth opportunities I. Defining the corporate mission To define its mission, a company should address Peter Drucker's classic questions:What is our business? Who is the customer? What is of value to the customer? What will our business be? What should our business be? These simple-sounding questions are among the most difficult a company will ever have to answer.The good mission statements have five major characteristics. First, they focus on a limited number of goals. †¢ Industry. Some companies will operate in only one industry; some only in a set of related industries; some only in industrial goods, c onsumer goods, or services; and some in any industry. †¢ Products and applications. Firms define the range of products and applications they will supply. †¢ Competence. The firm identifies the range of technological and other core competencies it will master and leverage. †¢ Market segment. The type of market or customers a company will serve is the market segment. Vertical. The vertical sphere is the number of channel levels, from raw material to final product and distribution, in which a company will participate. †¢ Geographical. The range of regions, countries, or country groups in which a company will operate defines its geographical sphere. II. Establishing Strategic Business Units Large companies normally manage quite different businesses, each requiring its own strategy. General Electric has classified its businesses into 49 strategic business units, SBlls. An SBU has three characteristics: 1.It is a single business, or a collection of related businesses, that can be planned separately from the rest of the company. 2. It has its own set of competitors. 3. It has a manager responsible for strategic planning and profit performance, who controls most of the factors affecting profit. III. Assigning Resources to Each SBU Once it has defined SBUs, management must decide how to allocate corporate resources to each. Management would want to grow, â€Å"harvest† or draw cash from, or hold on to the business. IV. Assessing growth Opportunities A. Intensive GrowthCorporate management's first course of action should be are view of opportunities for improving existing businesses. B. Integrative Growth A business can increase sales and profits through backward, for- ward, or horizontal integration within its industry. Media companies have long reaped the benefits of integrative growth. C. Diversification Growth Diversification growth makes sense when good opportunities exist outside the present businesses-the industry is highly attractive a nd the company has the right mix of business strengths to be successful. D. Downsizing and Divesting Older BusinessesWeak businesses require a disproportionate amount of managerial attention. Companies must carefully prune, harvest, or divest tired old businesses in order to release needed resources to other uses and reduce costs. VI. Organization and Organizational Culture Five key strategies for managing change in an organization: 1. Avoid the innovation title-Pick 2. Use the buddy system-Find 3. Set the metrics in advance- 4. Aim for quick hits first- 5. Get data to back up your gut-Use testing to get feedback and improve an idea The Business Unit Strategic Planning I. The Business MissionEach business unit needs to define its specific mission within the broader company mission. Therefore, a television-studio-lighting-equipment company might define its mission as, â€Å"To target major television studios and become their vendor of choice for lighting technologies that represent the most advanced and reliable studio lighting arrangements. † II. SWOT ANALYSIS The overall evaluation of a company's strengths, weaknesses, opportunities, and threats is called SWOT analysis. It's a way of monitoring the external and internal marketing environment. A. External Environment (opportunity and threat) AnalysisThe business unit should set up a marketing intelligence system to track trends and important developments and any related opportunities and threats. Good marketing is the art of finding, developing, and profiting from these opportunities. A marketing opportunity is an area of buyer need and interest that a company has a high probability of profitably satisfying. Opportunities can take many forms, and marketers need to be good at spotting them. To evaluate opportunities, companies can use market opportunity analysis (MOA) to determine their attractiveness and probability of success by asking questions like: To articulate the benefits convincingly to a define d target market(s)? – To locate the target market(s) and reach them with cost-effective media and trade channels? – To possess or have access to the critical capabilities and resources we need to deliver the customer benefits? – To deliver the benefits better than any actual or potential competitors? 5. To rate of return meet or exceed our required threshold for investment? B. Internal Environment (strengths and weaknesses) It's one thing to find attractive opportunities, and another to be able to take advantage of them.Each business needs to evaluate its internal strengths and weaknesses. C. Goal Formulation This stage of the process is called goal formulation. Goals are objectives that are specific with respect to magnitude and time. The unit's objectives must meet four criteria: 1. They must be arranged hierarchically, from the most to the least important. 2. Objectives should be quantitative whenever possible. 3. Goals should be realistic. Goals should arise from an analysis of the business unit's opportunities and strengths, not from wishful thinking. 4. Objectives must be consistent.It's not possible to maximize sales and profits simultaneously. III. Strategic Formulation A. Porter Generic Strategies – Overall cost leadership. Firms pursuing this strategy work hard to achieve the lowest production and distribution costs so they can price lower than their competitors and win a large market share. – Differentiation. The business concentrates on uniquely achieving superior performance in an important customer benefit area valued by a large part of the market. – Focus. The business focuses on one or more narrow market segments. B. Strategic Alliances Product or service alliances-One company licenses another to produce its product, or two companies jointly market their complementary products or a new product. – Promotional alliances One company agrees to carry a promotion for another company's product or servic e. – Logistics alliances One company offers logistical services for another company's product. – Pricing collaborations One or more companies join in a special pricing collaboration. Hotel and rental car companies often offer mutual price discounts. D. Program Formulation and ImplantationThe unit has decided to attain technological leadership, it must plan programs to strengthen its R department, gather technological intelligence, develop leading-edge products, train the technical sales force, and develop ads to communicate its technological leadership. Businesses are also increasingly recognizing that unless they nurture other stake- holders-customers, employees, suppliers, distributors-they may never earn sufficient profits for the stockholders. E. Feedback and Control The company has to point out that it is more important to â€Å"do the right thing†-to be effective-than â€Å"to do things right†-to be efficient.The most successful companies excel at b oth. Product Planning: The Nature and Contents of a Marketing Plan What, does a marketing plan look like? What does it contain? – Executive summary and table of contents. The marketing plan should open with a brief of the main goals and recommendations. A table of con- tents outlines the rest of the plan and all the supporting rationale and operational detail. – Situation analysis. This section presents relevant background data on sales, costs, the market, competitors, and the various forces in the macro environment.How do we define the market, how big is it, and how fast is it growing? What are the relevant trends? What is the product offering and what critical issues do we face? Firms will use all this information to carry out a SWOT (strengths, weaknesses, opportunities, threats) analysis. – Marketing strategy . Here the product manager defines the mission, marketing and financial objectives, and groups and needs that the market offerings are intended to sati sfy. The manager then establishes the product line's competitive positioning, which will inform the â€Å"game plan† to accomplish the plan's objectives.All this requires inputs from other areas, such as purchasing, manufacturing, sales, finance, and human resources. – Financial projections. Financial projections include a sales forecast, an expense fore- cast, and a break-even analysis. On the revenue side, the projections show the forecasted sales volume by month and product category. On the expense side, they show the expected costs of marketing, broken down into finer categories. The break-even analysis shows how many units the firm must sell monthly to offset its monthly fixed costs and average per-unit variable costs. – Implementation controls.The last section of the marketing plan outlines the controls for monitoring and adjusting implementation of the plan. Typically, it spells out the goals and budget for each month or qU31ter, so management can review each period's results and take corrective action as needed. PART 3 : CAPTURING MARKETING INSIGHTS CHAPTER 3 : COLLECTING INFORMATION AND FORECASTING DEMAND Three developments make the need for marketing information greater now than at any time in the past: – Rise of global marketing – New emphasis on buyers’ wants, preferences and behaviour – Trend toward non price competitionTo carry out their analysis, planning, implementation, and control responsibilities, marketing managers need a Marketing Information System (MIS). The MIS’s role is to assess the managers’ information needs, develop the needed information, and distribute that information in a timely manner. It is really easiest and effective with this method to collect information of various countries as it gives: – Quick information – Competitive advantage – Guides the marketing decision It relies on internal company records, marketing intelligence activities & res earch. INTERNAL RECORDS & MARKETING INTELLIGENCESpot important opportunities & problems THE ORDER-TO-PAYMENT CYCLE = the heart of the internal records system Favored firms are those which can promise timely delivery so they have to improve: o Speed o Accuracy o Efficiency This will save costs as well and it is the MIS role! SALES INFORMATION SYSTEMS Reports on current sales are indispensable for marketing managers. Inventory data warehouse is a great tool to capture all important data This will help to be aware of every kind of situation and manage it! Cookies are also a useful tool to provide information to companies.Technological gadgets are revolutionizing sales information systems but sales dta must be carefully interpret. DATABASES, DATA WAREHOUSING, AND DATA MINING Databases are essential to companies to organize their information. This is used in several areas for different information: customer, product, sales person†¦ Advantages: Save mailing expenses Help and make eas y access to decision makers Can be used for statistical methods for usefukl information Managers can yield still deeper insights using its own in-house technology THE MARKETING INTELLIGENCE SYSTEMIt is a set of procedures and sources used by managers to obtain everyday information about pertinent developments in the marketing environment. It can also be called HAPPENINGS DATA. Several steps can be taken by companies to improve the quality of its marketing intelligence: – Train & motivate the sales force to spot and report new development – Motivate distributors, retailers, and other intermediaries to pass along important intelligence – Network externally: giving an immediate competitive advantage – Set up customer advisory panel – Take advantage of government data resources Purchase information from outside suppliers: lower costs – Use online customer feedback systems to collect competitive intelligence Competitive intelligence function work s bests when intelligence operations collaborate closely with key users in the decision-making process! Needs and Trends A trend is a direction or sequence of events that have some momentum and durability. We can draw distinctions among fads, trends, and megatrends. Trends are more predictable and durable. A trend reveals the shape of the future. Trends and megatrends merit marketers’ close attention.Identifying the Major Force In the economical arena, companies and consumers are increasingly affected by global forces. Substantial speedup of international transportation, communication, and financial transactions, leading to the rapid growth trade and investment, especially tripolar trade. – The rising economic power of several Asian countries in world markets. – The rise of trade blocs such as the European Union and the NAFTA signatories. – The severe debt problems of a numbers of countries, along with the increasing fragility of the international financi al system.Successful companies realize that the marketing environment presents a neverending series of opportunities and threats. The major responsibility for identifying significant changes in the macroenvironment falls to a company’s marketers. More than any other group in the company, marketing managers must be the trend trackers and opportunity seekers. 1. Within the rapidly changing global picture, marketers must monitor six major environmental forces: demographic, economic, natural, technological, political-legal, and social-cultural. 2.In the demographic environment, marketers must be aware of worldwide population growth; changing mixes of age, ethnic composition, and educational levels; the rise of non traditional families; large geographic shifts in population; and the move to micromarketing and away from mass marketing. 3. In the economic arena, marketers need to focus on income distribution and levels of savings, debt, and credit availability. 4. In the social-cult ural arena, marketers must understand people’s views of themselves, others, organizations, society, nature, and the universe.They must market products that correspond to society’s core and secondary values, and address the needs of different subcultures within a society. 5. In the natural environment, marketers need to be aware of raw-materials shortages, increased energy costs and pollution levels, and the changing role of governments in environmental protection. 6. In the technological arena, marketers should take account of the accelerating pace of technological change, opportunities for innovation, varying R&D budgets, and the increased governmental regulation brought about by technological change. . In the political-legal environment, marketers must work within the many laws regulating business practices and with various special-interest groups. CHAPTER 4 : CONDUCTING MARKETING RESEARCH The components of a modern marketing information system A marketing informatio n system (MIS): consists of people, equipment, and procedures to gather, short, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers. Internal Records System It is the most basic information system used by marketing managers. (Sales, prices, inventory levels†¦)The order-to-payment cycle Sales reporting system MARKETING INTELLIGENCE SYSTEM Is a set of procedures and sources used by managers to obtain their everyday information about pertinent developments in the marketing environment? MARKETING RESEARCH SYSTEM Are the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company? SUPPLIERS OF MARKETING RESEARCH Many ways: engaging students or professors to design and carry out marketing research projects; using online information services; checking out rivals.THE MARKETING RESEARCH PROCESS Step 1 : Define the problem and research objectives Step 2 : devel oping the research plan. Decisions on the data sources, research approaches, research instruments, sampling plan, and contact methods Step 3 : Collect the information. The data collection phase of marketing research is the most expensive and the most prone to error. Step 4 : Analyze the information. Extract pertinent findings from the collected data. Step 5 : Present the findings. Major findings are pertinent to the major marketing decisions facing management.MARKETING DECISION SUPPORT SYSTEM Is a coordinated collection of data, systems, tools and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action? FORECASTING AND DEMAND MEASUREMENT †¢ A VOCABULARY FOR DEMAND MEASUREMENT Market demand Market demand for a product is the total volume that would be bought by a defined customer group in a defined geographical area in a defined time period i n a defined marketing environment under a defined marketing program.Market potential Is the limit approached by market demand as industry marketing expenditures approach infinity, for a given environment? Company demand Is the company’s estimated share of market demand at alternative levels of company marketing effort? Forecast Is the expected level of company sales based on a chosen marketing plan and an assumed marketing environment? A sales quota Is the sales goal set for a product line, company division, or sales representative? It is primarily a managerial device for defining and stimulating sales effort. A sales budgetIs a conservative estimate of the expected volume of sales and is used primarily for making current purchasing, production, and cash-flow decisions. Company sales potential ESTIMATING CURRENT DEMAND Total market potential Area market potential †¢Market-build-up method †¢Multiple-factor index method 3. Industry sales and market shares Estimating i ndustry sales and market shares (Identifying competitors and estimating their sales ESTIMATING FUTURE DEMAND Survey of buyers’ intentions Composite of sales force opinions Expert opinion Market test method PART 3 : CONNECTING WITH CUSTOMERS CHAP 5 CREATING LONG TERM LOYALTY RELATIONSHIPSBuilding customer value, satisfaction and loyalty Customer-perceived value (CPV) is the difference between the entire perceived customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives. Applying value concepts The customer value analysis reveals the company’s strengths and weaknesses relative to those of various competitors. Delivering high customer value Loyalty is a deeply held commitment to rebuy a preferred product and service in the future despite situational influences and marketing efforts having the potential to cause switching behavior.The value proposition consists of the whole cluster of benefits the company promises to deliver. The value delivery system includes all the experiences the customer will have on the way to obtaining and using the offering. Total customer satisfaction Satisfaction is the difference between expectations and the product’s perceived performance. Product and service quality Quality is the totality of features and characteristics of a product or service which satisfy explicit or implicit needs. Maximizing customer lifetime value Customer profitabilityA profitable customer is a person, household or company that revenues are higher than the company’s costs for attracting, selling and servicing that customer. But it is a very difficult task, even for banks. Customer profitability analysis is an accounting study which estimates all revenue coming from a customer less all costs (distribution, phone calls, traveling to meet the client, gifts). Measuring customer life time value Customer lifetime value estimates future profits over customer’s lifetime purchases . You can find it p. 172. Cultivating customer relationshipsCustomer relationship management (CMR) Customer relationship management is the process of carefully managing detailed information about individual customers and all customer â€Å"touch points†to maximize customer loyalty. A touch point is any occasion on which a customer meets a brand and a product. One-to-one marketing Identify your prospects and customers, don’t go after everyone. 1. Differentiate customers in terms of (1) their needs and (2) their value to your company. Spend more efforts on the most valuable customers. Do the customer profitability analysis. 2.Interact with individual customers to improve your knowledge about their needs and build a stronger relationship. 3. Customize products, services, and messages to each customer. Increasing value of the customer base †¢ Reducing the rate of customer defection. †¢ Increasing the longevity of the customer relationship. †¢ Increase sells with new offerings and opportunities, like accessories for motorcycles if you sell Harley-Davidson. †¢ Making low-profit customers more profitable or terminating them. Like low-cost flying companies which charge customers for drinks or food. †¢ Focusing disproportionate efforts on high-value customers.Building loyalty Developing loyalty programs Frequency programs are design to provide rewards to customers who buy frequently and in substantial amounts. Many companies have created club membership programs. Customer databases and database marketing A customer database is an organized collection of comprehensive information about individual customers and prospects that is current, accessible and actionable for marketing purposes (sells, maintain relationships). Database marketing is the process of building, maintain and using customer databases to contact, transact and build customer relationships. Customer databasesCustomer database contains customers past purchases, demogra phics (age, birthday, and family members), psychographics (activities, interests), media graphics (preferred media) and other useful information. A business database contains past purchases, volumes, prices, profits, buyer team member names, assessment of competitors their strengths and weaknesses. Data warehouse and dataminig Companies use databases to: 1. Identify prospects 2. Decide which customer should receive a particular offer 3. To deepen customer loyalty 4. To reactivate customer purchases 5. To avoid serious customer mistakes CHAP 6 ANALYZING CONSUMER MARKETSWhat influences consumer behavior? Consumer behavior is the study of how individuals, groups and organizations select, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. Cultural factors Culture is the fundamental determinant of a person’s wants and behavior because of values. Subcultures provide more specific identification and socialization for their members. Subcultur es include nationalities, religion, racial groups†¦ Social classes are relatively homogeneous and enduring divisions in a society, hierarchically ordered and with members who share similar values, interests, and behaviors.Reference groups A person’s reference groups are all the groups that have a direct or indirect influence on their attitudes or behavior. Membership groups have a direct influence. Primary groups are in constant contact with the person (family, friends, neighbors, coworkers). Secondary groups are religious, professional, trade-union groups. Aspiration groups are those a person hopes to join. Dissociative groups are based on individual reject. Opinion leader is the person who offers informal advice or information about a specific productor product category. FamilyFrom family a person acquires an orientation toward religion, politics, and economics and a sense of personal ambition, self-worth, and love. It is a more direct influence on everyday buying beha vior. Role and status A role consists of the activities a person is expected to perform. Each role carriers a status Personal factors Personality is a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli (including buying behavior). Brand personality is defined as the specific mix of human traits that we can attribute to a particular brand.Lifestyle is person’s pattern of living in the world as expressed in activities, interests, and opinions. Key psychological processes Motivation  : Freud, Maslow, Herzberg A need becomes a motive when its intensity drives us to act. Perception Perception is the process by which we select, organize, and interpret information inputs to create a meaningful picture of the world. Selective attention is the screening of stimuli and marketers must work hard to attract consumers’ notice. People are more likely to notice stimuli that relate to a current need Peop le are more likely to notice stimuli they anticipateSelective distortion is the tendency to interpret information in a way that fits our preconceptions. Because of the selective retention, we are pore likely to remember good points of a product we like and forget good points about competing products. Learning Learning comes from experiences and makes us changing our behavior. A drive is a strong internal stimulus impelling action. Cues are minor stimuli that determine when, where, and how a person responds. Discrimination means that we have learned to recognize differences in sets of similar stimuli and can adjust our responses accordingly.The hedonic bias says people are more likely to attribute failure to external causes and success to themselves. Memory Associative network memory model explains that information are stored and linked with a different level of strength. Brand associations consist of all brand-related thoughts, feelings, perceptions, images, experiences, beliefs, at titudes, and so on that become linked to the brand information stored. Memory encoding describes how and where information gets into memory. Memory retrieval is the way of the information gets out of the memory.The buying decision process Marketers must identify who makes the buying decision: people can be initiators, influencers, deciders, buyers, or users. Problem recognition Information search Personal: family, friends, neighbors. Commercial: advertising, web sites, salespersons, packaging, displays. Public: mass media. Experiential: handling, examining, is using the product. Market partitioning is the process of identifying the hierarchy of attributes that guide consumer decision making for the marketer to understand different competitive forces and how this various sets get formed.Evaluation of alternatives Belief is a descriptive thought that a person holds about something. Attitudes are a person’s favorable or unfavorable evaluations, emotional feelings, and action ten dencies towards some object or idea. Expectancy-value model of attitude formation shows that consumers evaluate products and services by combining their brand beliefs according to importance. Purchase decision Heuristics are rules of mental shortcuts in the decision process. With the conjunctive heuristic the customer looks for every attribute and chooses the irst alternative that meets the minimum standard for all attributes. With the lexicographic heuristic the customer chooses the best brand on the basis of its perceived most important attribute. With the elimination-by-aspects heuristic the customer compares brands and eliminates those which don’t correspond to the minimum acceptable cutoffs. The perceived risks can modify, postpone or avoid a purchase decision. Functional risk: the product does not perform up to expectations. Physical risk: the product could threat health or well-being of the user or others.Financial risk: the product is not worth the price paid. Social risk: the product results in embarrassment from others. Psychological risk: the product affects the mental well-being of the user. Postpurchase behavior Other theories of consumer decision making Level of consumer involvement Consumer involvement is the level of engagement and active processing responding to a marketing stimulus. Decision heuristics and biases The availability heuristic means that for example a customer who had troubles with a product would be more likely to purchase a future product with warranty.The representativeness heuristic means that the customer buy a product to be seen as representative of a whole category. The anchoring and adjustment heuristic means that the first impression determines the interpretation of the further information. That is why it is very important to make a first good impression for a salesperson, for instance. Mental accounting Mental accounting refers to the way consumers code, categorize, and evaluate financial outcomes of choices. Pro spect theory maintains that the consumers frame their decision alternatives in terms of gains and losses according to a value function.CHAPTER 7 ANALYSING CONSUMER MARKETS A The study of consumer behavior Consumer behavior is the study of when, why, how and where people do or do not buy products. It tries to understand the buyer wants and decision making process both individually and in groups. It also attempts to evaluate influences on the consumer from groups such as family, friends, reference groups, and society in general. Its can be divided into three interdependent dimensions: – The study of culture – The study of social group – The study of the individual CultureCulture is the essential determinant of a person’s wants and behavior. Every culture can be divided in subcultures that include nationalities, religions, geographic region etc and offer more precise identification for their members. Multicultural marketing appear to satisfy the different su bcultures. We can also observe different social classes with people who have the same values, interests and behavior. Each social class show diverse product and brand preferences on different level. Social groups a. Reference group A reference group is a group that influences people attitudes and behavior.There are different categories of groups: – Membership groups: have a direct influence on people (family, friends, colleagues†¦) – Aspirational groups: are thosea person wish to join – Dissociative groups: are thosea person, does not belong b. Family Family is the most influential primary reference group. There are two families: – Family of orientation: parents and sibling – Family of procreation: wife /husband children The individual consumer A consumer’s decisions are influenced by personal characteristics such as the age and stage in the life cycle, the occupation and economic, the life style and values and the buyer’s person ality.So to study and understand consumer behavior it’s really important to start with the consumer herself or himself. Explore into all these factors can provide clues to attain and serve consumers more effectively. B Key psychological process Motivation: Freud, Maslow, Herzberg a. Freud’s theory For Freud people ‘s behavior are unconscious. People not only react to their affirmed aptitudes, but also to other. b. Maslow’s theory c. Herzberg’s theory For Herzberg there are two different factors: – Dissatisfiers: factors that cause dissatisfaction – Satisfiers: factors that cause satisfactionThe sellers should try to keep away dissatisfiers’ factors and identify the principal satisfiers or motivator of purchase in the market and then provide them. I. Perception Perception is the processes by which we select organize and interpret information. People have different perception of the same object because of three perceptual processe s: – Selective attention – Selective distortion: tendency to interpret information in a way that fits our preconception – Selective retention: only preserve information that support our manners and beliefs II. Learning People learn from their experiences and change their behaviour.Marketers should build demand for a product by associating it with strong drives (internal stimulus pushing action), cues (minor stimuli) and providing positive support. III. Memory Memory is distinguished between to type of memory short-term memory and long-term memory. Marketing is a good way to be sure that consumers have the right type of products and services experiences to build the good brand knowledge and keep it in memory. Four main psychological processes affect consumer behavior r motivation, perception, learning, and memory. C Perspectives on consumer behaviorNumerous perspectives on consumer behavior can be considered: – The behaviorist perspective: focus on the imp act of external influences on consumer behavior – The information processing perspective: appeared in the 60’s and 70’s thinks about how consumers mentally process, store, retrieve and use marketing information in the decision process – The emotional perspective: consumers affections should be included in the explanation of consumer decision making – The cultural perspective: culture show consumers view – A multiperspective approach: consumers do not have unlimited mental resources D The buying decision process the five stage modelTo understand how consumer make buying decisions, marketers should identify who makes and has contribute into buying decision. People can be initiators, influencers, deciders, buyers or users. The classical buying process consists of the following succession of events: 1. Problem recognition (the buyer recognizes a problem) 2. Information search 3. Evaluation of alternatives 4. Purchase decision 5. Post purchase be havior (post purchase satisfaction, action, use and disposal) Marketers’ have to understand the consumer behavior at each stage. It’s not always easy because many different factors influence the diverse behavior.CHAPTER 8 : IDENTIFYING MARKET SEGMENTS AND TARGETS I. The business market versus the consumer market Business marketers have numerous characteristics that contrast with those of consumer markets: – Fewer larger buyers: deal with much bigger buyer than the consumer market – Close supplier customer relationship: suppliers adapt their offering to individual business customer needs – Professional purchasing: goods are bought by trained purchasing agents – Multiple buying influence: more people typically influence business buying decisions – Multiple sales calls Derived demand: the demand for business goods resulting from the demand for consumer goods – Inelastic demand: the demand for goods won’t change even if pric es change – Fluctuating demand: the demand for business goods and services tend to be more unstable than the demand for consumer goods and services – Direct purchasing: business buyers buy directly for manufactures II. Buying situations The business buyer faces many decisions in making a purchase. The number depends on the buying situation: complexity of the problem being solved, newness of the buying requirement, number of people involved and time requirement.There are three types of buying situations: – Straight Rebuy: The purchasing department reorders supplies and chooses from suppliers on an approved list. The suppliers’ effort to maintain service and product quality. Their goal is to get a small order and then enlarge their purchase share over time. – Modify rebuy: the buyer wants to change products specifications – New task: the buyer buys the product for the first time III. Systems Buying and Selling Originally,  «Ã‚  system buying   Ã‚ » is a practice about government purchases of major weapons and communications systems.Thus, many business buyers prefer to buy a total solution to a problem from one seller. A system selling is a key industrial marketing strategy in bidding to build large-scale industrial projects, such as dams, steel factory, irrigation systems, sanitation systems, pipelines, utilities and even new towns. B. Participants in the business buying process I. The buying centre The buying center consists of all those individuals and groups who contribute in the purchasing decision making process. Its include all members of the organization who take part in any roles in the purchase decision process. Initiators: request something be purchased – Users: use the product, initiate the buying proposal – Influencers: people who influence the buying decision – Deciders: decide on product requirements or on suppliers – Approvers: authorize the proposed actions – Buyers: have formal authority to select the supplier and arrange the purchase terms – Gatekeepers: have the power to prevent sellers or information from reaching member II. Buying centre influences Buying center typically include several participants with diverse interest.If the business marketers want to influence these participants they should try to be attentive to many factors such as environment, organization, individual, motivations and interpersonal influences. III. Buying centre targeting Business marketers should answer at some questions to target their efforts appropriately. Who are the major decision participants? What decisions do they influence? What is their level of influence? The small sellers focus on reaching the key buying influencers and larger sellers the multilevel in depth selling to attain many participants. C. The Purchasing/Procurement Process a. Purchasing Department PerceptionsRecent competitive pressures have led many companies to upgrade their purchasing departments and elevate administrators to vice presidential rank. These new, more strategically oriented purchasing departments have a mission to seek the best value from fewer and better suppliers. b. Purchasing Organization and Administration Some companies have started to centralize purchasing. Headquarters identifies materials purchased by several divisions and buys them centrally, gaining more purchasing clout. At the same time, companies are decentralizing some purchasing operations by empowering employees to purchase small-ticket items.D. Stages in the buying process The buying process consists of: 1. Problem recognition: the company recognizes a need that can be fixed by purchasing a good or service. 2. General need description and product specification:general characteristics and required quantity 3. Supplier search: identify the most appropriate suppliers 4. Proposal solicitation: invite the qualified suppliers to suggest proposals 5. Supplier selection: the buying center usually use a supplier evaluation to identify the most attractive suppliers 6. Order-routine specification: negotiations 7. Performance review: review of the chosen supplierE. Managing business to business relationship Business marketers must form strong bonds and relationships with their customers and provide them added value. Some customers, however, may prefer more of a transactional relationship. a. The Benefits of Vertical Coordination Much research had advocated greater vertical coordination between buying partners and sellers, so they can transcend merely transacting and instead engage activities that create more value for both parties. Building trust is one prerequisite to healthy long-term relationships. b. Business Relationships: Risks and OpportunismResearchers have noted that establishing a customer-supplier relationship creates tension between safeguarding and adaptation. Vertical coordination can facilitate stronger customer-seller ties but at the same time may increa se the risk to the customer’s and suppliers specific investments. Specific investments, however, also entail considerable risk to both customer and supplier. Transaction theory from economics maintains that because these investments are partially sunk, they lock the firms that make them into a particular relationship. I. Transactions cost economics F. Institutional and government marketsPART 4 : BUILDING STRONG BRANDS CHAPTER 9 CREATING BRAND EQUITY I. What is a brand equity A. Role of brand Permit to consumers evaluate products (of specific brands), in order to find their needs. Brand signal a certain level of quality. Brand offer security for customers and firms B. The scope (ampleur) of branding A brand resides in the minds of consumer as an identity One of the first branding strategy is: consumers must be convinced their meaningful differences among brands in products or services C. Defining brand equity -is the added value endowed on product and service customer based br and equity: the customer brand knowledge is + when he reacts more favorably to a product and –when reacts less favorably 3 keys for favorably react: different responses about consumer needs associated the brand of something (image†¦), and ensuring consumer has great experiences with products. D. Brand equity as a bridge -brand knowledge (decide by customer) dictates future direction of the brand – Brand promise: is what the brand is and must do for consumers So, money spend for marketing is an investment for consumers’ brand knowledge E. brand equity model 4 models of B. equity models brand asset valuator (p 283) 5 categories: differenciation,energy, revelance, estum, knowledge -brandz: (p 284) relationship with brand (pyramid) -AAKER model: typically elements (value, uses, meaning, origin country, personality, symbols) -brand resonance model (p 285): development, building objectives II. Building brand equity This is the creating to have the right brand kno wledge of consumers F. Choosing brand elements -It’s that identify and differentiate the brand -6 criteria: memorable, meaningful, likable, adaptable, transferable (for a new product, geography), protectable (not become generic as Kleenex, scotch).G. Designing holistic marketing activities Brand contact with the consumer, there are 3 phase: Personalization: -stop mass market, throwback to personalizing marketing. – Each customer is unique: one to one marketing -build a strong consumer’s relationship Integration: -traditional mix marketing isn’t adequately, now we need variet of marketing to reinforce the brand. (Sponsoring, communication, promotion, events†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. ) Internalization: -companies must adopt an international perspective Choose the right moment, link internal and external marketing and bring the brand alive for employees H.Leveraging (influence) secondary association Linking the brand with others information (p290), a brand can build equity by linking with others entities. III. Measuring brand equity 2 basic approaches: -Brand audit: uncover sources of brand equity, suggest way to improve its equity. Brand audit is use to prepare marketing plan -brand tracking studies: understanding thank to quantitative data from consumers, to facilitate day to day decision marketing. IV. Managing brand equity Brand management requires a long term view of marketing actions I. Brand reinforcement -Brand need to be carefully managed to surviveImprove product, service, and marketing Needs innovations/relevance throughout marketing program (p295) -marketing need some change to be competitive -brands need activities to awareness (new products, creatively design, ad campaign†¦) J. Brand revitalization New competitors can affect a brand, so brand have to be refresh Solution: -understanding the source of brand equity -bad association loosing the brand -create new positioning -change marketing program -come back to basic ima ge V. Devising (concevoir) a brand Strategy -Brand extension: establish brand with introduce a new one sub brand: new brand combine with existing brand -brand line: all product -License product: brand name has been licensed to make the product K. Branding decision Develop a brand name for a product: 4 strategies Individual name:(old el Paso) advantage, if the product is low quality brand is not hurt Blanket family name: development cost is lower because we don’t need research/add, to create recognition Separate family name for all products: ex: craftsman for tools Corporate name combined with individual product name: Kellogg: kellogg’scorn flakes L. Brand extension Advantages: -customers know parent brand don’t need to create awareness for marketing, communication Feed back effect: knowledge Disadvantages: -confusion with new product -harm, hurt parent brand with bad a product (Success characteristic f 9. 8 p301) M. Brand portfolio Marketers need multiple brands to pursue these segments. Aim goal of brand portfolio is maximize brand coverage. -low end entry: attract customers to brand franchise -high end prestige: prestige of brand with adds CHAPTER 10 CRAFTING THE BRAND POSITIONING SEGMENT MARKETING A market segment consists of a group of customers who share a similar needs and wants.Rather than creating the segments, the marketer’s task is to identify them and to decide which one to target. Market segments can be characterized in different ways, one approach is to: Identify preference segment categorized them by: Homogeneous preferences: if the customers have the same preferences Diffused preferences: the customer preference vary greatly in their requirement Clustered preferences: when natural market segment emerge from groups of customers with shared preferences NICHE MARKETING A niche is marketing is narrowly defined customers group seeking a distinctive mix of benefits or values.Marketers usually identify niches by dividing a m arket into subsegments. Niche markets are generally fairly small is term of volume but constitute a sufficientetly attractive size, profit and growth potential. Also they are less likely to attract many other powerful competitors †¢ Focusing their resources to gain economies though specialization LOCAL MARKETING Customizes merchandise to match the perceived demand of local areas The risk associated with localized marketing includes: †¢ A tendency to drive up the manufacturing costs and to reduce economies of scale Grassroots marketingINDIVIDUAL MARKETING Marketing one to one The researches seek to define segment by looking at descriptive characteristics: geographic, demographic and psychographic. GEOGRAPHIC SEGMENTATION Divide the market into different geographical units such as nations, states, regions†¦ DEMOGRAPHIC SEGMENTATION The market is divided into groups on the basic of variable such as ages, family size, occupation, race†¦ PSYCHOGRAPHIC SEGMENTATION Psy chographic profiles are typically developed with reference to three variables know as the AIO factors that describe individual lifestyle: 1. Activities 2. Interests . opinions BEHAVIOURAL SEGMENTATION Marketers place buyers into groups on the basic of their knowledge of, attitude towards, use of or response to a product. To compete more effectively many companies are now adopting target marketing. Instead of scattering their marketing efforts they are focusing on customers they have the greatest chance of satisfying. Target marketing includes three activities: market segmentation, market targeting and market positioning. STEPS IN SEGMENTATION PROCESS 1. Needs-based segmentation Group customers into segments based on similar needs 2. Segment identificationSegment by behavior, psychographic, individual, demographic and geographic 3. Segment attractiveness: Determine the attractiveness of each segment 4. Segment profitability: Determine segment profitability 5. Segment positioning: for each segment create a value proposition and product-price positioning strategy based on that segment’s unique customer need and characteristics 6. Segment â€Å"acid test†: create segment storyboard to test the attractiveness of each segment’s positioning strategy 7. Marketing mix strategy: Expand segment positioning strategy to include all aspects of the marketing mix: the 4PEFFECTIVE SEGMENTATION CRITERIA An effective segmentation must be: 1. Measurable: size, purchasing power†¦ 2. Substantial: the segment are large and profitable enough toserve 3. Accessible: the segment can be effectively reached and seved. 4. Differentiable: the segment are distinguishable 5. Actionable: effective programs can be formulates for attracting and serving the segments Positioning is the act of designing the company offering and image to occupy a distinctive place in the minds of the target market. The goal is to establish the brand in the mind of the consumers.The result o f positioning is the successful creation of a consumer- focused value proposition CHAPTER 11 : COMPETITVE DYNAMICS Without customers, you don’t have business Creating loyal customers is at the heart of every business, the only value your company will ever create is the value that comes from the customers. Managers who believe that costumer is the company’s only true â€Å"profit center† consider the traditional organization chart (first figure), successful marketing companies invert the chart (second figure) At the top the customer, the front line is the people who meet, serve and satisfy customersMany companies recognize the importance of satisfying theirs consumer in order to develop brand reputations that can deliver a sustainable competitive advantage The concept of costumer-perceived value enables marketers to discover what consumers want though the medium market research CUSTOMER-PERCEIVED VALUE (CPV) The CPVis the difference between the prospective custom er’s evaluation of all benefits and all the costs of an offering and the perceived alternatives. Total costumer benefit is the perceived monetary value of the bundle of economic, functional and psychological benefits consumers expect from given market offering.Total costumer cost is the perceived bundle of costs costumers expect to incur in evaluating, obtaining, using and disposing of the given market offering BUILDING CUSTOMER SATISFACTION Customers want loyalty, not perfection Customer can sense when a companies are consistently more loyal to investors, employees and regulators than to people who buy their products and services, customers are not being disloyal; they are being discriminating. The question is not how can we radically increase customer loyalty, but how can we radically increase our own loyalty to customers.To increase our sellers, we need to develop consumer’s loyalty Total customer satisfaction Whether the buyer is satisfied after purchase depends on the offer’s performance; if the performance falls short of expectations, the customer is dissatisfied, if the performance match the expectations, the customer is satisfied, if the performance exceeds expectations, the customer is highly satisfied or delighted. Customer assessments of product performance depend on many factors, especially the type of loyalty relationship the customer has with the brand.Although the customer-centre firm seeks to create a high customer satisfaction, that is not only his ultimate goal. Company might be able to increase its profitability by means other than increased satisfaction. Monitoring satisfaction Many companies are systematically measuring how well they treat their customers, identifying the factors shaping satisfaction and making changes in their operations and marketing as a result Customer satisfaction Companies should measure customer satisfaction regularly, because an important key to customer retention is customer satisfaction.A hig h customer satisfaction brings high profits, the customer stay longer; the customers are less sensitive to the price and pay less attention to the competing brand. Measurement techniques A number of methods exist to measure customer satisfaction for example periodic surveys, customer loss rate. Influence of customer satisfaction For customer-centre companies, customer satisfaction is both a goal and a marketing tool. Companies need to be especially concerned today with their customer satisfaction level.MAXIMIZING CUSTOMER LIFETIME VALUE Customer profitability A profitable customer is a person, household, or company that over time yields a revenue stream that exceeds by an acceptable amount the company’s cost stream for attracting, selling and servicing that customer. CULTIVATING CUSTOMER RELATIONSHIPS Maximizing customer-perceived value means cultivating long-term customer relationship. Companies are now moving away from wasteful mass marketing to precision marketing designed to build strong customer relationships.Customer relationship management Customer relationship management (CRM) is the process of carefully managing detailed information about individual customers and all customer â€Å"touch point† to maximize