MARKETING COMMUNICATION Essay Example | Topics and Well Written Essays - 6000 words

MARKETING COMMUNICATION - Essay Example The process of creating, maintaining and enhancing strong, value –laden relationship with customers and stakeholder’s {Kolter et al 1999, p11}.The development of on-going (and, if possible, constantly deepening and improving) relationship, as opposed to one –off transaction. A key principle is to extend the duration, or lifetime, of a customer’s purchasing relationship with the firm, and therefore to maximise their ‘‘life time value† that is, the future flow of net profit arising from the relationship. Transactions are single exchanges between an organisation and customer: a single market exchange in the form of a purchase {goods exchange of information or influence (such as an offer and a response). The focus of transaction marketing(TM) is to look to each transaction or encounter as an opportunity to maximise short term gain, without necessarily considering future contacts, or the effect of this transaction on the potential for future contacts. At its worst, transactional marketing can be seen as manipulative or exploitative approach (Egan, 2004).it has been recognized that: transaction marketing is inadequate to cope with today’s business environment. A focus on single transaction fails to leverage the potential inherent in the customer base, and other relationship, to add value for the organisation and for the customer. E.g., it fails to gather on-going customer feedback which could be used to refine marketing strategy Relationship marketing intentionally aims to retain customers (keep them purchasing repeatedly over time) and foster customer loyalty (create a favorable attitude or bias which drives repeat purchase). Research by Fredrick Reichheld, a management consultant at Brain & co, found that a high correlation between customer retention and company profitability: retained customers are more profitable than new customer for several reasons. Is an interactive approach which builds a database of all communications and

Journal questions Article Example | Topics and Well Written Essays - 250 words

Journal questions - Article Example Stories are an excellent way of attaining management objectives; however, the managers must use different narrative patterns for different aims. Discuss this statement while giving examples of occasions when managers will use a particular narrative pattern? I believe that question one provides the historical perspectives and characteristics of stories. Question two is more detailed since it requires one to understand the purpose of stories and factors that may impact on the success of the story. Question three is a better question than two since it considers the use of stories in business organisations and narrative patterns of stories. Question four is an application question that requires the learner to utilize the knowledge of use of stories in inspiring values and beliefs in organisation. Question five is also an application question that tests the overall understanding of storytelling in organisation. Personally, I believe question three is more academic and

Hitler vs. Stalin Essay Example | Topics and Well Written Essays - 500 words

Hitler vs. Stalin - Essay Example Stalin emerged from the Seminary, not as a priest but as a political revolutionary with a new ideology: Russian Marxism (Stalin, 1913). On the other hand Hitler was a miserable student who never completed high school. Yet he was an avid reader, gaining anti-Jewish, anti-democratic convictions through various pamphlets, and becoming a staunch follower of Nietzsche (Hitler, Encarta 1999). Stalin was a revolutionary, Hitler was a soldier. But they were both opportunists. Russia was suffering from a decadent monarchy, a weakening agricultural market and unemployment. The Bolsheviks were on the rise, promising equality and employment to the masses. Stalin became an important part of the Bolshevik movement through dogged organization and administration work. He became Lenin’s secretary-general. Stalin took over the Bolshevik Party by manipulation and propaganda, displacing Trotsky who was considered Lenin’s natural successor (Stalin, Encarta 1999). He further eliminated his competitors in a carefully planned campaign of political terror. One by one his rivals pleaded guilty to treason and were executed. The real strength of Stalin lied in the fear he invoked among the people of Russia. In Germany, another dictator was rising in a similar way; Hitler. In 1919 Hitler joined the National Socialist German Workers (Nazi) party. In the year 1921 he was elected party chairman with dictatorial powers. His campaign involved hundreds of meetings and terrorization of political rivals through hired thugs. His attempt at a coup misfired and he spent 5 years in jail, but after release he rebuilt his party by exploiting a community’s natural mistrust of another. He began blaming Jews and Communists for the Depression and the lagging state of German economy, and the masses supported him enthusiastically. Both Stalin and Hitler vowed to make their countries invincible if they came into power. To a certain extent, they succeeded. Stalin launched a massive

IMPACT OF KNOWLEDGE MANAGEMENT SYSTEMS ON INNOVATIVENESS IN ITRC Research Paper

IMPACT OF KNOWLEDGE MANAGEMENT SYSTEMS ON INNOVATIVENESS IN ITRC - Research Paper Example If the knowledge management system of Iran Telecommunication Research Center (ITRC) is efficient and effective, then innovativeness in the telecom industry will be enhanced by improving the knowledge management process, knowledge creation and knowledge sharing. There are 64 respondents in this study who comprises of 49 males and 15 females. The majority of these respondents are graduates of technical fields such as computer science, digital communication, and telecommunication engineering.Among the respondents,12.5% are Ph.D. holders,18.75% have a master’s degree,25% have a bachelor’s degree,31.25% have an associate degree and 12.5% have a diploma or a technical graduate diploma (Aghmyoni, 2012) The research has obtained valuable data in areas that include different types of managerial decision effects on knowledge creation process, requirements in knowledge creation process, impressive organizational cultures that are useful in knowledge creation and sharing. The available data include the data from a comparative analysis that is coded and classified. Based on the analysis and classification results, the most important type of decision in the managerial level that has the greatest effect on knowledge creation according to the survey is senior managers’ support followed by creation of a cultural context and lastly being thoughtful managerial

Gun control is it better to make more stringent laws or ban them all Research Paper

Gun control is it better to make more stringent laws or ban them all together - Research Paper Example These incidents horrified not only the family of the victims but a majority of the Americans. In 2000 alone, about 52,447 people died deliberately of gunshot wounds in the United States (Wikipedia, 2011). The country rank first of the world’s 36 richest nation to have gun related deaths. Such incidences and information alerted the politicians, experts and law makers to revive the gun ban in an effort to prevent similar cases to happen and to reduce prevalence of robbery, drug dealings and other forms of crime. The proposal however, was not welcome by everyone. Majority pointed that gun ban is a violation of the second amendment and is not a solution to the problem because guns do not kill but people who has guns do. Law makers should create a tougher gun control laws and its implementation be strictly observed for individuals and manufacturers to be more responsible. Discussion Some sectors of the society claim that gun ban reduces homicide. To them, they believe that countrie s banning guns have lower rate of crimes like homicide. Premeditated crimes would be limited to an extent. Their challenge proves to be true. A study in 1991 found out that a District of Columbia showed a twenty five percent (25%) drop in their homicide cases owing to the implementation of the gun ban. In the same year, Baltimore also showed a positive result with also a decline however the rate of percentage was not revealed. This is in contrast with Columbia’s neighboring States like Marlyland and Virginia with no gun ban showing no decline in their homicide cases (Schwartz, 2008). The study further mentioned that suicide rates by fire arms likewise have declined by twenty three percent (23%) in Columbia just the same. Another important finding was that of the 1999 study that shows that there was a reduction of violent juvenile crime involving minors of 10 to 17 years old from 1994 to 1998 after the implementation of the Brady law and assault weapon ban (La Rosa, 2002). The above affirmation was refuted by the supporters of pro- gun advocates. Pro-gun groups believe that homicide and the absence of guns are not related to the decline in the incidences of homicide. They pointed out the situation of some parts of Europe whose citizens are allowed to own a gun yet have lesser rate of homicide cases. Switzerland who issues a firearm to every law abiding male citizen for the purpose of mandatory militia obligation remains to have a low rate of homicide. The same applies to Austria, Belgium, and Germany with low homicide rates and yet allowed to own a gun. They further pointed out that Western Europe’s low rate of homicide has existed long before gun ban has been adopted (Kates, 2010). The finding above corroborates with the idea of Mauser (2001) where he argued that if gun ban decreases the prevalence of homicide is true, rural regions in the United States and Canada where firearms are observed to be plenty should have the highest rate of homicide. In fact, Mauser noted that urban regions where fewer firearms are found have the same low rate of homicide cases with that of the rural areas where guns are bountiful. Mauser further added that individuals who are most armed with guns are hunters who are not a threat to the society and that they only use their guns for hunting purposes and has nothing to do with homicide. La Rosa in his article (2002) also provided information that even in countries with strict gun control laws has incidences of shootings. He

Marketing Case Study Example | Topics and Well Written Essays - 1250 words

Marketing - Case Study Example Despite the fact that parking in the street is usually a problem, there is a metered parking behind the store although most customers do not seem to be aware of these parking lot. Throughout its existence, the expansion has brought positive gains but the last expansion did not bring additional sales. This paper will carry out a marketing analysis of Don Martin and this will be organized into three sections. The sections include problems and analysis, alternative analysis and a recommendations section. Problems and Analysis Don Martin Limited has always strived to expand thereby increase sales which would eventually translate to high profitability. To achieve this, the company has made several acquisitions given that initially it only had a total area of 45 meters squared (Grasby et al 379). The expansion has always produced an increase in the sales volumes but about three ago, a store that neighbored that of Don Martin Limited was floated for sales and the company bought it. After th e acquisition, Don Martin Limited brought down the wall separating the two companies and ended up with a large store. However, instead of increased sales; the new acquisition eventually led to losses. The expansion has necessitated the need for more staff members who are now currently twenty six and this has increased the expenditure by the company. In addition, the increased workforce makes it hard for the company to monitor the staff and the business in general thereby leading to loss of some goods. The proprietor of asserts that he is afraid that the company staff may be stealing. Things are further complicated for Don Martin given that he has approximately 500 suppliers which means that he has to spend about seventy five percent of his time. The company buys directly from manufacturers in small quantities which mean that the company cannot advantage economies of scale (Grasby et al 380). The customers coming to Don Martin Limited are trying to cut down on expenses given that the y are cash strapped. The services offered to customers no longer lead to higher customer satisfaction and most of them are ready to do without such services in order to save some money. For instance, previously whenever a customer came to the store of a sport’s equipment; there was a salesperson to help them but currently customer no longer seem to like this service. Despite the low reception of the company’s services by customers, Don Martin believes that such services have always attracted customers to the store. The company is incurring high expenses in maintaining these services where for instance the company has to pay $1,000 for gas not forgetting the pay to truck drivers (Grasby et al 381). Consumer Analysis Segment 1 Segment 2 Segment 3 Who Customers having low income Customers having cars External customers (Customers not living within the city) What These customers are cutting spending given that they low income. These customers require parking when doing the ir shopping These are customers who are not in close proximity to the business. When The company is losing these customers since the last expansion undertaken three years ago. Following the last expansion three years ago, Don Martin has a parking lot The company has been attracting this kind of customers since inception Where The company is facing competition for these customers from nearby stores. The parking lot for the Don Martin is

English Lit Essay Example | Topics and Well Written Essays - 2000 words

English Lit - Essay Example The absence of any kind of fundamental economic, social or political rights, like right to property, freedom of speech and expression, right to vote or even the right to seek justice was the bane of the nineteenth and twentieth century woman. These social ills are reflected in the lives of these two women as they struggle to give sound to the incessant chatter of the inner voice throughout the novels. In the post-war world, when everything and everyone was coming to terms with the trauma of new beginnings; the emergence of a new genre of writing in English signaled the onset of yet another revolution. Writers like Kate Chopin and her women characters were a living example of a colonized race that sought redemption by a deviation from reality, thus, pushing them further into the maws of self-doubt and loathing; furthering them still from the ‘freedom’ of their being. Books like The Awakening portrayed the psychological journey of its female protagonist Edna Pontellier; pre-empting and skillfully projecting the image of the ‘war-torn’ inner self of an American woman in the wake of a new century. Another novel of tangential equivalence in terms of character-depiction is Vile Bodies by Evelyn Waugh. The female protagonist in this novel Nina Blount is, among the other characters, a depiction of the loss of objective and purpose and the epitome of portrayal of the war-cradled ‘lost generation’. Interestingly, despite having non-intersecting personalities, the women characters in these novels like Nina, Agatha, Edna achieve a ‘vile’ and ‘ridiculous’ status of living because of their loose social conventions. The fallen angels like Chastity are the effeminate-degenerate as they break free from moral restraint, so cleverly put across in the lines â€Å"Chastity didn’t feel well, Mrs. Ape. She went below† (VB, 8). The so-called