Promotion Strategy

Table of Contents Sr No. | Title| P No. | 1. | Introduction| 2-5| 2. | Promotional Mix| 5| 3. | Sales process| 7-8| 4. | Advertising| 9-13| 5. | Other Methods| 14-15| 6. | Public Relations| 15| 7. | References| 18| Introduction What is promotional strategy ? Promotional strategy is the function of informing, persuading, and influencing a consumer decision. It is as important to non profit organizations as it is to a profit oriented company like Colgate-Palmolive. Some promotional strategies are aimed at developing primary demand, the desire for a general product category.For example, the Wisconsin Milk Marketing Board promotes natural cheese through advertisements without referring to any particular cheese maker. But most promotional strategies are aimed at creating selective demand, the desire for a particular product. Land O' Lakes campaign—†The taste that stands above. Land O' Lakes 4-Quart Cheese†Ã¢â‚¬â€is an example. The objectives of promotion, the component s of the promotional mix—personal selling, advertising, sales promotion, and public relations are discussed, and finally, the factors that influence marketers' decisions in selecting a promotional mix are explained.Objectives of Promotional Strategy Promotional strategy objectives vary among organizations. Some use promotion to expand their markets, others to hold their current positions, still others to present a corporate viewpoint on a public issue. Promotional strategies can also be used to reach selected markets. Most sources identify the specific promotional objectives or goals of providing information, differentiating the product, increasing sales, stabilizing sales, and accentuating the product's value. An organization can have multiple promotional objectives.The National Pork Producers Council has developed â€Å"The Other White Meat† promotional campaign primarily to position pork as a white meat rather than a red meat. Other goals of the campaign include inc reasing the sale of pork and informing consumers that pork is low in calories and cholesterol, high in nutrition, easy to prepare, and versatile. To illustrate the versatility of pork, one advertisement in the campaign features 21 different pork dishes and offers consumers a free booklet for those and other pork recipes. Providing InformationIn the early days of promotional campaigns, when there was often a short supply of many items, most advertisements were designed to inform the public of a product's availability. Today, a major portion of advertising in the United States is still informational. A large section of the daily newspapers on Wednesdays and Thursdays consists of advertising that tells shoppers which products are featured by stores and at what price. Health insurance advertisements in Sunday newspaper supplements emphasize information about rising hospital costs.Industrial salespeople keep buyers aware of the latest technological advances in a particular field. Fashion retailers advertise to keep consumers abreast of current styles. Promotional campaigns designed to inform are often aimed at specific market segments. Warner Bros. Records, for example, created a compact disc advertisement targeted at the baby-boom generation. In explaining the purpose of the ad, a Warner executive said, â€Å"We believe that most boomers are unaware that our classic recordings of the 1950s, 1960s, and 1970s are on CD along with the current releases. The ad informs baby boomers that Warner releases not only contemporary recordings but also some of its best albums from previous years, including those by Fleetwood Mac, Van Morrison, and ZZ Top, on compact discs. Included in the ad is a list of classic recordings now available on compact discs. Differentiating the Product Marketers often develop a promotional strategy to differentiate their goods or services from those of competitors. To accomplish this, they attempt to occupy a â€Å"position† in the market t hat appeals to their target customers.Promotions that apply the concept of positioning communicate to consumers meaningful distinctions about the attributes, price, quality, or usage of a good or service. Positioning is often used for goods or services that are not leaders in their field. The advertisement for Murphy's Oil Soap in Figure 13. 2 is part of a promotional campaign The Murphy-Phoenix Company uses to differentiate its household cleaner from its much larger competition. While market leader Mr. Clean and other large competitors such as Top Job are promoted as â€Å"tough on dirt† cleaners, Murphy's Oil Soap is positioned as a gentle household cleaner.The positioning strategy is carried through in other ads in the campaign, in which caretakers of churches and opera houses emphasize the soap's gentle cleaning attribute. Increasing Sales Increasing sales volume is the most common objective of a promotional strategy. Some strategies concentrate on primary demand, others on selective demand. Sometimes specific audiences are targeted. In an effort to build the sales volume of its bodywear, Danskin developed an advertising campaign targeted at women age 18 to 44. Advertisements in the $3 million campaign, helped boost the sales of Danskin's adult garments by 30 percent in one year.The campaign theme—†All the World's a Stage†Ã¢â‚¬â€communicates the message that Danskin garments can be purchased not only for exercise and dance but also as everyday apparel. Stabilizing Sales Sales stabilization is another goal of promotional strategy. Sales contests are often held during slack periods. Such contests offer prizes (such as vacation trips, color televisions, and scholarships) to sales personnel who meet certain goals. Sales promotion materials—calendars, pens, and the like—are sometimes distributed to stimulate sales during off-periods.Advertising is also often used to stabilize sales. Hotels are crowded on weekdays with bu siness travelers, but these people go home on Friday. So many hotels promote â€Å"weekend packages† at lower rates to attract tourists and vacationers. A stable sales pattern allows the firm to improve financial, purchasing, and market planning; to even out the production cycle; and to reduce some management and production costs. The correct use of promotional strategy can be a valuable tool in accomplishing these objectives. Accentuating the Product's ValueSome promotional strategies are based on factors, such as warranty programs and repair services, that add to the product's value. Many Ford Motor Company advertisements promote specific car and light truck models. Some ads, however, are designed to promote Ford's 6-year, 60,000-mile powertrain warranty, while others concentrate on the Lifetime Service Guarantee offered by Ford dealers. These promotions point out greater ownership utility to buyers, thus enhancing the product's value. The Promotional Mix Firms use various elements to achieve their promotional objectives.Promotion consists of two components: personal selling and nonpersonal selling. Personal selling is a promotional presentation made on a person-to-person basis with a potential buyer. Nonpersonal selling consists of advertising, sales promotion, and public relations. The promotional mix is a combination of personal selling and nonpersonal selling. Marketers attempt to develop a promotional mix that effectively and efficiently communicates their message to target customers. Personal Selling For many companies, personal selling—a promotional presentation made on a person-to-person basis to a potential buyer—is the key to marketing ffectiveness. The promotional strategy of Merrill Lynch, a financial services firm, focuses on its 12,000-person sales force. Selling was the original method of promotion. Today, selling employs over 6 million Americans. The sales function of most companies is changing rapidly. In some cases, the change has been only cosmetic, such as when the title salesclerk is changed to account representative but the job function remains the same. Yet, many firms are making significant changes in their sales force. Sales duties have been expanded, and in some instances, the function itself has changed.The primary trend is toward increased professionalism on the part of sales personnel. Today's sales people act as advisors to their customers, helping them utilize more efficiently the items they buy. Sales Tasks Sales tasks vary significantly from one company or situation to another, but it usually includes three basic tasks: order processing, creative selling, and missionary selling. Order Processing: The task of order processing involves the receipt and handling of an order. Needs are identified and pointed out to the customer, and the order is processed.The handling of orders is especially important in satisfying customer needs. The Willamette Industries advertisement points out that t he firm's salespeople take a customer-oriented approach to order processing. They check the quality of the products their retail customers receive, know their customers' market, and ensure that products are available when customers need them. Route sales personnel for such consumer products as bread, milk, and soft drinks are examples of order processors. They check a store's stock, report the inventory level to the store manager, and complete the sale.Most sales jobs have at least a minor order-processing function. It becomes the primary duty in cases where needs are readily identified and acknowledged by the customer. Creative Selling: Sales representatives for most industrial goods and some consumer goods are involved in creative selling, a persuasive type of promotional presentation. Creative selling is used when the benefits of a good or service are not readily apparent and its purchase is being based on a careful analysis of alternatives. In new-product selling, sales people n eed to be very creative if initial orders are to be secured.Missionary Selling: An indirect form of selling in which the representative markets the goodwill of a company or provides technical or operational assistance to the customer is called missionary selling. For example, many technically based organizations, such as IBM and Xerox, provide systems specialists who consult with their customers. These people are problem solvers and sometimes work on problems not directly involving their employer's product. A person who sells a highly technical product may do 55 percent missionary selling, 40 percent creative selling, and 5 percent order processing.By contrast, the job of retail salespeople may be 70 percent order processing, 15 percent creative selling, and 15 classifying a particular sales job. The Sales Process Years ago, sales personnel memorized a sales talk provided by their employers. Such a canned sales presentation was intended to provide all the information the customer ne eded to make a purchase decision. The entire sales process was viewed as a situation in which the prospective customer was passive and ready to buy if the appropriate information could be identified and presented by the representative.Contemporary selling recognizes that the interaction between buyers and sellers usually rules out canned presentations in all but the simplest of sales situations. Today's professional sales personnel typically follow a sequential pattern, but the actual presentation varies according to the circumstances. Figure 13. 5 shows that seven steps can be identified in the sales process: prospecting and qualifying, the approach, the presentation, the demonstration, handling objections, the closing, and the follow-up. Prospecting and Qualifying: In prospecting, salespeople identify potential customers.They may come from many sources, such as previous customers, friends, business associates, neighbors, other sales personnel, and other employees in the firm. A re cent study indicated increased advertising in business publications results in more prospects for salespeople promoting industrial goods and services. In the qualifying process, potential customers are identified in terms of their financial ability and authority to buy. Those who lack the necessary financial resources or who are not in a position to make the purchase decision are given no further attention.The Approach: Salespeople should carefully prepare their approach to potential customers. All available information about prospects should be collected and analyzed. Sales representatives should remember that the initial impression they give prospects often affects the prospects' future attitudes. The Presentation: The presentation is the stage at which the salesperson transmits the promotional message. The usual method is to describe the good's or service's major features, highlight its advantages, and cite examples of consumer satisfaction. The Demonstration: A demonstration all ows the prospect to become involved in the presentation.Demonstrations reinforce the message communicated to the prospective buyer. In promoting some goods and services, the demonstration is a critical step in the sales process. Paper manufacturers, for example, produce elaborate booklets that their salespeople use to demonstrate different types of paper, paper finishes, and graphic techniques. The demonstration allows salespeople to show art directors, designers, printers, and other potential customers what different paper specimens look like when they are printed. Handling Objections: Many salespeople fear objections from the prospect because they view them as a rebuke.Actually, such objections should be welcomed, because they allow additional points in support of the sale and to answer questions the consumer has about the good or service to be presented by the sales representative. The Closing: The closing is the critical point in selling—the time at which the seller actua lly asks the prospect to buy the product. The seller should watch for signals that the prospect is ready to buy. For example, if a prospect starts discussing where the new equipment would fit in the plant system they are inspecting, it should give the sales agent a signal to attempt to close the sale.Effective closing techniques might be that the salesclerk can ask the prospect directly or propose alternative purchases. Or the salesperson may do something that implies the sale has been completed, such as walking toward a cash register. This forces the prospect to say no if they do not want to complete the sale. The Follow-Up: After-sale activities are very important in determining whether a customer will buy again later. After the prospect agrees to buy, the salesperson should complete the order processing quickly and efficiently and reassure the customer about the purchase decision.Later, the salesperson should check with the customer to determine whether the good or service is sat isfactory. Many firms employ telemarketers to conduct post-sale activities. Telemarketing: is a personal selling approach conducted entirely by telephone. Telemarketers employed by the Apple Bank for Savings in New York make follow up calls to customers to measure their reaction to the bank's services. Telemarketers also perform other functions in the sales process. At Apple Bank, they handle customer inquiries and help market the bank's financial services.For example, telemarketers call customers when their certificates of deposit are about to mature and suggest other savings alternatives. Advertising For many firms, advertising is the most effective type of nonpersonal promotion. Advertising is a paid, non personal sales communication usually directed at a large number of potential buyers. Firms in the United States account for about half of worldwide advertising expenditures. U. S. marketers spend more than $100 billion each year, or about $420 for each man, woman, and child.The nation's leading advertisers are Philip Morris; Procter & Gamble; General Motors; Sears, Roebuck; and Ford Motor Company, each of which spends more than $1 billion on advertising annually. Advertising expenditures can vary considerably from industry to industry and company to company. In the nonresidential general building contracting industry, for instance, advertising spending amounts to only two-tenths of 1 percent of sales. At the other extreme is the retail mail-order house industry, which spends 14 percent of sales on advertising. Types of AdvertisingThe two basic types of advertising are product and institutional. Product advertising involves the selling of a good or service. Advertisements for Nike Air shoes, Marriott hotels, and Packard Bell computers would be classified as product advertising. Institutional advertising: involves the promotion of a concept, idea, or philosophy, or the goodwill of an industry, company, organization, or government entity. For example, Texas p romoted tourism with the theme: â€Å"Visit a country where the natives are friendly and the language barrier is easily overcome. Institutional advertising by profit-seeking firms is called corporate advertising. A form of institutional advertising that is growing in importance, advocacy advertising supports a specific viewpoint on a public issue. Its purpose is to influence public opinion and/or the legislative process. Advocacy advertising is used by many nonprofit organizations. For example, advertisements by the National Rifle Association support Americans' constitutional right to keep and bear arms and speak out against the passage of gun-control laws.The Chemical Bank advertisement an example of a corporate advocacy advertisement. The ad expresses Chemical Bank's viewpoint concerning a current law that prohibits commercial banks from competing in the securities underwriting market. Advocacy advertising is sometimes referred to as cause advertising. Advertising and the Product Life Cycle Product and institutional advertising can be subdivided by its purposes: to inform, persuade, or remind. Informative advertising, intended to build initial demand for a product, is used in the introductory phase of the product life cycle.When Johnson ; Johnson introduced its Acuvue disposable contact lens—the nation's first disposable lens—it launched a massive advertising campaign directed at consumers and eye-care professionals to explain the health benefits of using the new product. Persuasive advertising attempts to improve the competitive status of a product, institution, or concept. It is used in the growth and maturity stages of the product life cycle. The Kinder-Care advertisement in Figure 13. 7 is an example of persuasive advertising. Since it was established in 1969, Kinder-Care used informational ads that promoted the centers' hours and programs.But now that the company has grown to almost 1,400 centers and competitors such as La Petite Academy, Children's World, and Gerber Children's Center have entered the market, Kinder-Care has shifted to a persuasive advertising approach. The theme of the campaign—†The Joys of Kinder-Care†Ã¢â‚¬â€promotes the idea of trust, which the firm's marketing research indicated was parents' major child-care concern. One of the most popular approaches to persuasive product advertising is comparative advertising, which makes direct comparisons with competitive products. Numerous companies have used comparative advertising in recent years.The Pepsi Challenge is an example of comparative advertising. Pepsi-Cola ads have used blind taste tests in which a majority of consumers choose Pepsi over Coca- Cola. Although Coca-Cola still leads the soft-drink market, the Pepsi Challenge helped increase Pepsi sales considerably. Reminder-oriented advertising, used in the late-maturity and decline stages of the product life cycle, attempts to keep a product's name in front of the consumer o r to remind people of the importance of a concept or an institution. Soft drinks, beer, toothpaste, and cigarettes are products for which reminder-oriented advertising is used.The Association of Railroads used an advertisement that began: â€Å"Today's railroads, America's great untapped resource. † Even police cars in some areas of the United States carry reminder-oriented themes such as â€Å"We protect and serve. † E. D. Bullard Company designed the poster shown in Figure 13. 8 to remind workers of the importance of wearing hard hats. Advertising Media All marketers face the question of how to best allocate their advertising expenditures. Cost is an important consideration, but it is equally important to choose the media best suited for the job. All media have dvantages and disadvantages; these are discussed in the sections that follow. Newspapers: Newspapers, with 26 percent of total advertising volume, are the largest of the advertising media. 9 Because newspaper advertising can be tailored for individual communities, local advertising is common. Newspapers also reach nearly everyone in the community. Other advantages are that readers can refer back to them, and they can be coordinated with other advertising and merchandising efforts. In fact, advertising is considered the third most useful feature in newspapers, after national and local news. A disadvantage is the relatively short life span.Television: Television ranks second overall to newspapers with 22 percent of all advertising volume, but it is the leader in national advertising. Television advertising can be classified as network, national, local, and cable. Television has a significant impact on potential customers despite its high cost. Mass coverage, repetition, flexibility, and prestige are other advantages. The medium's ability to reach huge audiences was demonstrated vividly by the 1989 Pepsi commercial featuring pop singer Micahael Jackson. The firm spent $5 million to beam the commercial to 250 million viewers in 40 nations, from Finland to the Philippines. The ad was pulled because of Michael Jackson’s image and legal problems. ) In addition to high cost, its disadvantages include the temporary nature of the message, some public distrust, and lack of selectivity in the ability to reach specific target market segments without considerable wasted coverage. Direct Mail: Direct mail is the third-leading advertising medium, with about 17 percent of total advertising expenditures. Its advantages include selectivity, intense coverage, speed, flexibility, complete information, and personalization. On the other hand, direct mail is extremely costly.It is also dependent on effective mailing lists, and it sometimes meets with consumer resistance. Radio: With 99 percent of all U. S. households owning on average five radio sets, radio is another important broadcast advertising medium. Radio, which accounts for 7 percent of total advertising volume, can be cla ssified as network, spot, and local advertising. Advantages of radio are immediacy, low cost, targeted audience selection, flexibility, and mobility. Disadvantages include the short life span of a radio message and a highly fragmented audience.Magazines: Magazines account for about 5 percent of advertising volume. Modern Maturity, with almost 20 million subscribers, is the nation's largest magazine in terms of paid subscriptions. It is followed by Reader's Digest and TV Guide, each with about 17 million subscribers. Advantages of magazines include selectivity, quality reproduction, long life, and prestige. The main disadvantage of magazines is that they lack the flexibility of newspapers and broadcast media, but the appearance of local advertising in various regional editions of national news magazines suggests that this problem is being overcome.Outdoor Advertising: One percent of total advertising expenditures are on outdoor advertising such as billboards. Its strength is in commu nicating simple ideas quickly. Other advantages are repetition and the ability to promote goods and services available for sale nearby. However, the message must be brief, and there are aesthetic considerations. Other Media Options: Other media include advertising in movie theaters and on airline movie screens. Recently, several firms such as Coca Cola, PepsiCo, Chrysler, and Hershey placed ads on videocassette movies.Many firms display their advertising message on trucks, while others use transit advertising. An advertising vehicle gaining in popularity is the hot-air balloon, used by organizations such as Maxwell House, Coors, Eastman Kodak, and the states of Maryland and Connecticut. These alternative media can be employed separately or in conjunction with advertising campaigns using more traditional media. Can you name the candy the space creature picked up in the film â€Å"E. T. â€Å"? Reeses Candy company's sales of Reeses Pieces went through the profit ceiling for this ex posure.As such, many other companies now pay thousands of dollars for this type of theatrical exposure and advertising. Sales Promotion Sales promotion consists of the forms of promotion other than advertising, personal selling, and public relations that increase sales through one-time selling efforts. Sales promotion was traditionally viewed as a supplement to a firm's sales or advertising efforts, but now it has become an integral part of the promotional mix. Expenditures for sales promotion total more than $100 billion each year. Point-of-Purchase Advertising (POP)Point-of-purchase advertising (POP) consists of displays and demonstrations promoting an item at a time and place near the location of the actual purchase decision, such as in a retail store. Video advertising on supermarket shopping carts is an example. POP can be very effective in continuing a theme developed by some other aspect of the firm's promotional strategy. Specialty Advertising Specialty advertising is the gi ving away of useful merchandise such as pens, calendars, T-shirts, glassware, and pocket calculators that are imprinted with the donor's name, logo, or message.Because the items are useful and are often personalized with the recipient's name, they tend to be kept and used by the targeted audience, giving the advertiser repeated exposure. Originally designed to identify and create goodwill for advertisers, specialty advertising is now used to generate sales leads and develop traffic for stores and trade show exhibitors. Trade Shows A trade show is often used to promote goods or services to resellers in the distribution channel. Retailers and wholesalers attend trade conventions and shows where manufacturers exhibit their lines. Such shows are very important n the toy, furniture, and fashion industries. They have also been used to promote the products of one nation to buyers from another. L. A. Gear used a trade show extravaganza to let retailers know about its diversified product lin e. The company, which originally produced a line of teenage fashion athletic footwear, expanded its offerings to include 80 women's shoe styles, a men's and a children's line, and an apparel collection. But most retailers carry a limited number of L. A. Gear styles compared to those of nationally recognized brand names such as Nike and Reebok.To build its brand recognition among retailers, L. A. Gear designed a trade show display replicating the city of Los Angeles, complete with a Beverly Hills Hotel and a 25-foot City Hall. The display includes a stage where dancers, gymnasts, and other performers entertained retailers attending the National Shoe Fair in New York and the Super Show, the trade show of the sporting goods industry. Don Wasley, L. A. Gear's vice-president of promotion, said, â€Å"When we created this trade show booth, it was to let the retailers know we'd arrived.We wanted them to take us seriously. Other Sales Promotion Methods Other sales promotion techniques incl ude samples, coupons, premiums, contests, and trading stamps. Most of these methods are used to introduce new products or encourage consumers to try a new brand. A sample is a free gift of a product distributed by mail, door to door, in a demonstration, or inside packages containing other products. Samples are particularly useful in promoting new products. PepsiCo used a novel sampling promotion to boost the market share of Pepsi Cola in Brazil.Young male students wearing T-shirts with the Pepsi logo dispensed Pepsi samples from refrigerated backpacks to beachgoers sunning themselves on the beaches of Rio de Janeiro. The promotion supported PepsiCo's â€Å"Taste of a new generation† advertising campaign in Brazil, where 50 percent of the population is younger than 20. A coupon is an advertising clipping or package inclusion stamps are similar to premiums in that they are redeemable for additional merchandise. Historically, they have been used to build loyalty to a certain ret ailer or supplier. Contests, sweepstakes, and games offer cash or merchandise redeemable by the customer.Offering what amounts to a small price discount, it can help get a customer to try a new or different product. Many retailers, including southern supermarket giant Winn Dixie, double the face value of manufacturers' coupons. In a recent survey comparing various methods of consumer promotion, 83 percent of respondents said coupons increased the value of their shopping dollar. The respondents gave sweepstakes and other sales promotion techniques much lower ratings. A premium is an item given free or at a reduced cost with the purchase of another product. Premiums are most effective when they relate in some way to the purchased item.To promote its new cinnamon-and-raisin biscuits and increase overall breakfast traffic, Hardee's fast-food restaurants offered the premium of a California Raisin figurine for 99 cents with the purchase of two biscuits. Sales during the four-week promotio n increased 18 percent, well above Hardee's goal of increasing sales 4. 5 percent. McDonals and Burger King promote theatrical releases through their â€Å"Kids Meals. † Trading as prizes to participating winners. The transit poster advertises an American Natural Beverage Corporation sweepstakes in which the grand prize is a 1957 Thunderbird Classic.The first person to spell â€Å"Cruisin†Ã¢â‚¬Ëœ by collecting specially marked bottle caps from Soho Natural Soda wins the car. Public Relations Public relations is an organization's communications with its various publics, such as customers, vendors, news media, employees, stockholders, government, and the general public. Many of these communication efforts have a marketing purpose. Johnson ; Johnson Health Care Company launched a five-year public relations campaign to educate the public on reducing childhood injuries.The Safe Kids program includes a free safety kit for children that contains Band-Aids and other J;J produc ts. The firm hopes the goodwill generated by the program will not only enhance its image as a caring and concerned company but also translate into more sales. â€Å"Building our image builds our business,† said a J;J executive. 14 Public relations is often used to supplement advertising and personal selling efforts. In some cases, however, public relations is used as a dominant element in a firm's promotional campaign. For example, in ddition to advertising, Paramount Pictures developed a public relations program to promote the Eddie Murphy movie â€Å"Coming to America. † The program was designed to change Murphy's image and broaden his appeal beyond his hard-core, young male fans. In the movie, Murphy plays a romantic and humorous leading man, a departure from his familiar tough-guy role in previous films such as â€Å"Beverly Hills Cop† and â€Å"Trading Places. † To stress the versatility of Murphy's talent, Paramount prepared publicity releases for n ewspapers and magazines and sent electronic press kits to television stations.These efforts resulted in extensive media coverage for the movie. For example, several magazines featured Murphy in cover stories, and radio stations gave the movie's soundtrack additional playing time. Selecting a Promotional Mix Selecting the appropriate promotional mix is one of the toughest tasks confronting marketers, but there are some general guidelines to assist in determining the relative allocations of promotional efforts and expenditures among personal selling, advertising, sales promotion, and public relations. These guidelines might be stated as a series of four rules.The first guideline is the decision whether to spend promotional monies on advertising or personal selling. Once this decision is made, the marketer needs to determine the level of sales promotion and public relations efforts. A second consideration is the market served by the good or service. For instance, a drill press is sold to the industrial market, so the manufacturer's strategy must emphasize the sales force. By contrast, California Raisins are sold to consumers; an effective advertising campaign is important to consumer products like raisins.The third rule deals with the value of the product. Most companies cannot afford to emphasize personal selling in marketing a low-priced item and instead choose advertising for the promotional strategy of goods like toothpaste, cosmetics, soft drinks, and candy. Higher-priced items in both industrial and consumer markets rely more on personal selling. Examples include time-share vacation condominiums and Boeing aircraft. Finally, the marketer needs to consider the time frame involved. Advertising is usually used to precondition a person for a sales resentation. An effective and consistent advertising theme may favorably influence individuals when they are approached by a salesclerk in a store. But except for self-service situations, a salesperson is typically in volved in completing the actual transaction. Advertising is often used again after the sale to assure consumers of the correctness of their selection and to precondition them for repeat purchases. Alternative Promotional Strategies The selection of a promotional mix is directly related to the promotional strategy the firm will employ.The marketer has two alternative strategies available to meet these goals: pushing strategy or pulling strategy. A pushing strategy is a sales-oriented approach. The product, product line, or service is marketed to wholesalers and retailers in the marketing channels. Sales personnel explain to them why they should carry this particular item or service. The marketing intermediaries are usually offered special discounts, promotional materials, and cooperative advertising allowances. In the last case, the manufacturer shares the cost of local advertising of the product or line.All these strategies are designed to motivate wholesalers and retailers to †Å"push† the product or service to their customers. The kiwifruit advertisement is an example of a pushing strategy. In it, the New Zealand Kiwifruit Authority suggests ways retailers can merchandise the fruit so consumers will buy it. A pulling strategy attempts to generate consumer demand for the product, product line, or service, primarily through advertising and sales promotion appeals. Most advertising is aimed at the ultimate consumer, who then asks the retailer for the product or service; the retailer in turn requests the item or service from the supplier.The marketer hopes that strong consumer demand will â€Å"pull† the product or service through the marketing channel by forcing marketing intermediaries to carry it. The General Foods advertisement for Maxwell House coffee in illustrates a pulling strategy. The ad announced a sales promotion that tied in with the Taste of Chicago outdoor food festival. Consumers who brought two empty coffee cans to the Maxwell Ho use cafe at the festival received $6 worth of free food tickets. The consumer pull influenced Chicago-area retailers to prominently feature the brand at their stores. With consumers edeeming about 49,000 empty cans, the promotion was so successful it produced record sales and moved the Maxwell House brand from third place to first in the Chicago market. Most marketing situations require the use of both strategies, although the emphasis can vary. Consumer products are often heavily dependent on a pulling strategy, while most industrial products are sold through a pushing strategy. References 1. Colton. M. Jo Ann (2000). The Entrepreneur's Guide to Business Basics 101; Advanced Marketing Technologie 2. http://www. smallbusiness. wa. gov. au/marketing-promotion-strategy/#selling

Breaking the Unspoken Gender Rule Essay

â€Å"I keep trying to integrate my life. I keep trying to make all of the pieces into one piece. As a result, my identity becomes my body which becomes my fashion, which becomes my writing style. Then I perform what I’ve written in an effort to integrate my life, and that becomes my identity, after a fashion, (Bornstein, 1994, p. 1). † For Theatrical Writer and Author Kate Bornstein, born Albert Herman, being a gender outlaw is about breaking the general gender rules and stereotypes. According to Bornstein and many other gender outlaws the current association of gender and sex is limiting in scope. Furthermore, gender in itself is a socially constructed ideology that fails to associate sexuality beyond the confines of anatomy. Bornstein gives the detailed account of her transformation from a man into a lesbian woman. In addition, Bornstein looks at the issues surrounding trying to establish oneself according to societal gender roles. She says that as a man she was continually looking to â€Å"integrate† herself into the norms but finally came to the conclusion that this was not possible. Bornstein is not alone. There are many transsexuals and gender outlaws that are living their lives in defiance of common gender related stereotypes. â€Å"It feels like everything should have been obvious when I look back. But everything was so confusing as I grew up. It’s like one day I was absent and everybody else was taught the crucial aspects of being a boy or girl. I would lie in bed at night practicing and rehearsing how to be a boy, (Wyndzen, 1998, p. 1). † Both Wyndzen and Bornstein describe the emotional aspects of trying to fit their transsexual bodies into a single sex social stereotype. From an outsiders point of view they both provide the context that could make gender outlaws more understandable for mainstream society. Yet, neither addresses what makes them different from the normal stereotype. Esseintially both claim to be classified in the wrong gender category based on their sexual genitalia. Both were born with the working parts of men but psychologically they identified with women. For gender boundary breakers such as Bornstein it has become a personal mission to show that gender in itself can not be classified simply as male or female. However, scholars such as David Geary claim that sexual stereotypes are accurate. â€Å"Gender stereotypes such as the belief that men never help out around the house and women gossip, are generally true, David Geary, a psychology professor at the University of Missouri concludes after reviewing more than 1,200 studies by psychologists, biologists and anthropologists, (Researcher Finds Gender Stereotypes to be Accurate, Part of Nature, 1998,  ¶ 1). According to Geary, stereotypes are rooted in nature and ways in which the species attract the opposite sex. â€Å"The sexual strategies men and women use in their drive to procreate cause many of the stereotypical sex differences in males and females, including physical attributes and development, play patterns, social behavior and development, parenting interests, motivational and emotional patterns, cognitive abilities, and brain structure and functions, (Researcher Finds Gender Stereotypes to be Accurate, Part of Nature, p. 5). † Yet, Geary does not define the gray area which includes people who have an innate feeling of being classified incorrectly. Can there be a gender classification for people born as males but who participate socially as females and vice-versa? In conclusion, there are many examples of the emotional devastation caused by inflexible gender classification. And although there is evidence that current gender stereotypes have roots in human instinct there is no classification or category for transsexuals who either identify with the opposite sex as a source of identity or who were born into an ambiguous state of sexuality. Currently there is no gender category for gender outlaws. References Bornstein, K. (1994). Gender Outlaw: On Men, Women and the Rest of Us. New York: Routledge. Researcher Finds Gender Stereotypes to be Accurate, Part of Nature. (1998). American Psychological Association, 29(19). Retrieved from www. apa. org Wyndzen, M. H. (1998). All Mixed Up. Retrieved April 28, 2009, from www. genderpsychology. org

Recruitment and Selection (Human Resources Managment) Essay

Recruitment and Selection (Human Resources Managment) - Essay Example In today’s rapidly changing world and with the strategic focus, selection also needs to be strategic. Strategic selection demands a range of activities in the general stream of looking for candidates to fit in the jobs. It involves not only the job at hand but potential range of matches for the person in future jobs. Additionally, the enhancing reach of globalization demands much more flexibility and certain interpersonal and personal skills for a candidate to undertake the ever changing and challenging environment i.e. effective selection by the HR selectors. However, the basic match of candidates to the job description is of significant value because otherwise, achievement of organizational goals and attaining appropriate return on investment (on human capital) is not possible. In true terms, no training or motivation or praise can make individuals work beyond their capacity. Current scenario For Toyota R & S policy The globalization of business has shift from trade and busi ness to strategic alliances, integration of businesses etc. This change has significantly affected the HR practices. One of the major challenges, which global organizations are facing today, is attracting global talent. Toyota, one of the largest shareholders of the global automobile market, is no exception when it comes to facing HR problems, particularly in the US, and in other countries as well where their business has grown. Over the years, the observation has been a general and massive shift of jobs from manufacturing and agriculture to service industry and telecommunication. US economy is moreover a services based economy with 80% of the jobs belonging to the services industry. The trend is expected to continue, resulting in increased demand for services industry jobs and reduced inclination towards agricultural or manufacturing units. Toyota being a manufacturing firm hence suffered from this trend. It meant for Toyota lesser pool of candidates available for recruitment and s election. Changing demographics, shortage of highly skilled and qualified specialist and legislative problems are some of the problems Toyota’s HR has to face globally. (Robert L Malthis, 2008) In order to handle this issue, Toyota should make use of various internal and external recruitment models. The forthcoming sections of this report discuss the various aspects of recruitment and selection model used by Toyota. Nature and composition of workforce Toyota believes in low cost and high performance, which is why the business has developed a proper recruitment and selection process that reflects Toyota’s philosophy. Toyota’s main objective is cost reduction and lean management but they believe in valuing their human capital. Same methodology is followed in recruitment and selection. There are a number of temporary and permanent employees in the organziation. Toyota also makes use of off shoring and outsourcing in countries where there is shortage of skilled labo r such as USA and other North American countries. Sound procedures in

The Ag element Lab Report Example | Topics and Well Written Essays - 500 words

The Ag element - Lab Report Example According to Watt (4), Ag has been prized one of the precious metal next to gold from earliest days of Civilizations. Since medieval times, countries have enacted laws to protect this precious metal. This is evidenced by the requirement for the goods made of Ag to be tested as well as stamped before being sold (Watt 4). Silver is a unique element with distinguishable chemical properties. Although Ag is chemically inactive, it may be attacked by concentrated nitric acid and sulfuric acid. In relation to its inactiveness, Ag does not react with oxygen, nitrogen or hydrogen at normal temperatures. However, a thin layer of Ag at the surface of the metal can oxidize. Its melting point is 961.930c whereas its boiling point is 2212.00c. The valence electron potential of Ag is 11.4eV. Apart from having a quite moderate ionization potential, Ag has 11.3kj/mol as its heat of fusion. Ag does not react readily with other acids like concentrated nitric acid and sulfuric acid. Additionally, Ag does not react with water and other compounds. Another interesting chemical property of Ag is its ability to form many new compounds, as well as dissolve into many solutions. It is as a result of this property that silver is regarded as the most deadly element in humans. It can be absorbed at a slow rate by the body tissue s and organs. Ag damages the cornea when it comes into contact with the eyes. A high concentration of Ag can result in death. The physical properties of Ag are defined by its appearance, density, and malleability. Ag is a whitish metal. It can be polished to produce a silvery shine appearance. Ag is also ductile, and as a result of this, it can be formatted into thin sheets by light beatings. In addition to this, Ag can be bent into any shape because it is malleable. As it was introduced above, Ag is a good conductor of both heat and electricity; it is considered one of the best conductor of heat

The Effectiveness of Training Care Home Staff on Management of Literature review

The Effectiveness of Training Care Home Staff on Management of Challenging Behaviour of Person with Dementia - Literature review Example As far as dementia is concerned, a recent study revealed that one of the best ways to equip nurses and other health professional with the basic skills and knowledge to carry out their duties effectively is by giving them training and education on how to give innovative and result oriented care to handle some of the most disturbing behaviors from dementia patients (Smithers et al, 2007). This section of the dissertation therefore reviews related literature that touches on some of the key innovative ways of addressing challenging behaviour through training in three major areas as reviewed below. 2.1 Non-Pharmacological Approaches to Managing Dementia 2.1.1 Psychosocial intervention for managing dementia Recent studies have actually pointed to the realisation that training in the use of psychosocial intervention for managing dementia is an effective way of handing challenging behaviour in dementia patients (Cohen-Mansfield, Libin & Marx, 2007). The singular reason for the effectiveness of the psychosocial intervention is in the fact that it is multi-active and thus makes use of several approaches that addresses multi-complexity issues about the patient. For instance as part of the psychosocial intervention, social, individual as well as environmental factors of the causes of the challenging behaviour may all be catered for in one pile (Davison, et al, 2007). In a very modern perspective, this intervention could be judged as highly viable because dementia as a cognitive problem does not associate its cause to just one risk factor. This means that the kind of interventions that are prescribed for its solutions must also well be varying in nature like psychosocial interventions. Indeed, practitioners who receive training and education in psychosocial intervention in managing dementia would come to the realisation that their patients are as much relevant in the solution as the caregivers themselves. This way, the practitioners would not see patients who put up challen ging behaviour as elements of problems that must be avoided but rather as companions for a common goal who should be aided to come to terms with how best they can play their part in the solution. 2.1.2 Individualized interventions for patients Even though most commentators have rooted for the use of standardised interventions for handling problematic patients who exhibit challenging behaviour as part of the dementia symptoms, there continues to be some modern researchers who believe interventions for catering for problematic dementia patients should be individualised (O'Connor et al, 2009). By individualised interventions, reference is being made to that kind of approach that sees each patient among the lot as a distinguishably different person who demands personalised approach to his or her problems (McCabe, Davison & George, 2007). Relating to this training and education for caregivers, it is said that the trainee should first and foremost possess an attitude that recognises the p eculiarity of each person and must have a very huge heart to accommodate all such differences. This means that the trainee ought to adapt him or herself in such a way that he or she would use a kind of communication that meets the understanding of the patient. There should also be practical management strategies that focus on the needs of the patient. Finally, it is important to recognise the need to have enough patience for patients to recover at their own rate. The later is indeed a major

Unit 4 Group Project Essay Example | Topics and Well Written Essays - 500 words

Unit 4 Group Project - Essay Example The top priority goes to factors like availability of career opportunities, nature of climatic conditions, status of crime rates, cost of living, educational, healthcare, transportation and entertainment facilities etc. These days, people are much conscious of the environmental concerns also and, therefore, like to live in cities that are pollution free. If one analyses the conditions in the city of San Diego from these perspectives it will come to fore that this wonderful city not only fulfills most of the conditions that make it a good dwelling option, but also has several other features that enhances it livability. Economic aspect is the first consideration for a person before taking a decision about the city he or she chooses to live in. People usually perceive economic stability as the criteria towards a better way of life. Therefore, a city that offers ample career opportunities will attract people who are talented, and they in turn will contribute to its progress. San Diego’s status as a blend of prospering industries like biotechnology, biosciences, computer and electronics, wireless cellular, submarine and shipbuilding, financial business etc make it a hot favorite of skilled workforce. This aspect enhances its acceptance as one of the most livable cities in the US. Next basic consideration for a person while choosing a city to live in is the educational avenues available there. In this context, San Diego features the University of California, San Diego (UCSD), which offers high quality education with state of the art technological support. Apart from this, there are several other accredited schools and colleges, including law schools and museums. Located in beautiful Balboa Park, the Museum of San Diego History presents the colorful and diverse history of the region, interpreting San Diegos growth since the 1840s. (Museum

System thinking- Soft system model Essay Example | Topics and Well Written Essays - 2500 words

System thinking- Soft system model - Essay Example The losses of misunderstanding between urgent & important very from situation to situation, if one has misjudged between two at leadership level in an organization the cost bear might be in total loss of customer and finally organization might be out of business in long term. The benefits accumulated at short term cannot be compared at benefits in the long term, its just like to differentiate between the two is URGENT & IMPORTANT. Sometime we follow urgency at managerial level in an organization ,the tasks like telephone ,mails, urgent inquiries, unexpected customer problems, some employees emerging issues compel even a wise manager towards urgency. Whereas the most important and long term tasks are neglected at the expense of urgent tasks. Keeping in view the all emerging situation and keeping an eye on future the wise leaders of five hundred top multinational companies not only spent an isolated time for planning, long term setting of goals, different roles, models, forecast time e stimation and calculating risk factors (Gomez, 2008, pp.20). Even top leading companies in business plan a certain period for their managers at recreational place where they come closer to leading work force and help them to understand the long-term and important goals and roles to achieve these goals. It has been observed that cost of this trip at organization and the result achieved due to this recreational trip was one of important factor for understanding the difference between urgent & important tasks, Major one- important, minor one - urgent In all the areas of business universe one has to clear cut make a difference between urgent and important, so he/she should set in his mind in such a wise way giving IMPORTANT as major one and URGENT as minor one. This coding in back of his mind will act as driving force in certain crucial situation, which normally appears as tough or hard situation for others .It has observed that world leading lot in the world of business or in the world of politics apply same coding in their mind that's why tough is not tough for this minor lot of leaders. Gardening is one of important example to understand between URGENT& IMPORTANT, ONE WHO SOW SEED,WATER THEM, REMOVE HERBS,USE PESTICIDE HAS GOOD PRODUCE WHEREAS ONE WHO NEGLECT THESE FACTOR HAS BAD PRODUCE. Similarly one who has been brought up in a principled way or harbored these traits in himself is one who will be in a capacity to make clear cut distinction between urgent and important tasks in life. One cannot focus these tasks at business l evel, we have to distinguish at all level what is urgent and what is important in decision making. Choice of metaphors and relevance of important and urgent : Both the situation are important but some are of urgent need, depending upon end result requirement of the organization. The managers and even supervisors have to deal all these important as well as urgent situations at daily basis level, keeping in view the long

Interpersonal Communication in Relationships Research Paper

Interpersonal Communication in Relationships - Research Paper Example So far, the course has provided vast amounts of information that would assist in improving interpersonal relationships through the right application of communication theories and approaches. I would be structuring my advice in five sections: the principles and misconceptions in effective interpersonal communications; barriers to effective interpersonal interactions; the process of developing and maintaining self-concept; assessing your personal communications and improving communication competencies; and finally, developing strategies for active, critical and emphatic listening. I am sure that although this letter is lengthy, the information contained herein is validated from significant findings sources from researches on the subject by authoritative practitioners in the field. Principles and Misconceptions in Effective Interpersonal Communications Effective interpersonal communications must address issues that lead to misconceptions on communication. Remember John and Vivian how mi sunderstandings commonly results from misinterpreting the messages relayed by the sender of the communication to the recipient, or vise versa? A relevant article published in the Health Day News entitled â€Å"Close Relationships Sometimes Mask Poor Communication† (which I will likewise attach for your further reading on you available time), revealed that couples have tendencies to assume that since they have been together for a defined period in time, their close interpersonal relationship presumes that they understand all communications relayed or exchanged in all circumstances. This is a misconception. Experts reveal that one partner should not assume that the message expressed by the other is always understood (Thompson, n.d.). To address the dilemma, couples must repeat what one said to confirm it the message was correctly understood. Accordingly, the implicit rule is to double check with each other (Thompson, n.d.). The Health Day News article cited Nicholas Epley, a pr ofessor of behavioral science at the University of Chicago Booth School of Business, as explaining the rationale for the misconception, to wit: â€Å"our problem in communicating with friends and spouses is that we have an illusion of insight. Getting close to someone appears to create the illusion of understanding more than actual understanding" (Health Day News, 2011, p. 1). In this regard, to improve communication, John and Vivian, you need to pay closer attention not only on the verbal language that you exchanged, but also on nonverbal modes of communication, such as gesture, body language, tone of the voice, eye contact and even silence (Grohol, n.d.). Caution is likewise advised in the interpretation of nonverbal signals that could also be susceptible to be misinterpreted. The rule on double checking still applies. The website on Family Education provide relevant suggestions to improve communication skills by following the guidelines on steps in clear communication: to observ e undivided attention, figuring out what one really wants to say, and practicing being a good listener, among others (Family Education, n.d.). Now that issues of misconception are resolved, we now proceed to barriers to effective interpersonal interactions. Barriers to Effective Interpersonal Interactions There are diverse sources of barriers that deem to preclude the level of

Affirmative Action Policy Term Paper Example | Topics and Well Written Essays - 1750 words

Affirmative Action Policy - Term Paper Example Without this ideologically divisive legislation to help ensure equal opportunity in the workplace, the balance of power in this nation would still more heavily favor the ethnic majority and occupational segregation would still continue much more blatantly than it still does today. A society’s evolution is dependent upon social acceptance on a widespread basis, a slow process that doesn’t appear to happen naturally without the introduction of affirmative action policies. From the time of its implementation, affirmative action laws have succeeded in balancing the scale of employment opportunities available to persons of all ethnicities. The main tool of affirmative action policies, the quota system, is used by governmental offices. It reflects the specific region’s ethnic demographics therefore allowing for legitimate equality that is not biased towards any specific race. Even though the majority ethnic group, white persons, may today think they are being treated u njustly because they have undeniably lost a little ground from an financial perspective, the scale of justice has been adjusted closer to the center thanks mainly to affirmative action hiring policies which demonstrates the need for this system to continue. The expression â€Å"affirmative action† first appeared in 1965 on Executive Order 11246 signed by President Lyndon Johnson. The Order mandated that federal government contractors to â€Å"take affirmative action to ensure that applicants are employed, and that employees are treated during employment, without regard to their race, creed, color, or national origin.† In 1967 Johnson expanded the Order to shield women from discrimination too. The Order reads, in part, â€Å"A contractor in violation of E.O. 11246 may have its contracts canceled, terminated, or suspended in whole or in part, and the contractor may be debarred, i.e., declared ineligible for future government contracts.† 1 From its inception, affir mative action hiring policies have helped many thousands from formerly disadvantaged segments of society who have since achieved access to civil service jobs that had been denied previously. This includes persons of color, other ethnic minorities and women who had been excluded from jobs or denied the equal opportunities for advancement within the government institution once attaining access. These employment gains have translated to very real improvements not just in individual person’s lives but in the progression of society’s concept of justice for all. Affirmative action programs cannot hope to eliminate racist attitudes but can mitigate the effects caused by institutional racism. These programs and policies vary with regard to their directives and extent of conformity according to the nature of the chosen organization when applying to the Federal Government. By utilizing this adaptable approach, contractors who maintain a business relationship with the Government may have to adhere more strictly to affirmative action precepts than those of the private sector. The concept of affirmative action has had its opponents and implementing the policy has had its problems, but to eliminate this guiding principle of equal opportunity would be to erase the hard fought successes of the Civil Rights Movement and return to blatant racism present in the country prior to the 1960’s. Arguments involving affirmative action policies are more extensive than just the legality of the issue. It is the ethical responsibility of every person and institution in

Outsourcing and Risks.Outsourced Software Products Essay

Outsourcing and Risks.Outsourced Software Products - Essay Example Companies generally opt for outsourcing to reduce production costs (i.e. outsource to a company that would develop the software in less cost), to access skilled labor force and knowledge expertise (i.e. when the in house employees do not have the essential domain knowledge and skills required for development and teaching costs would be too high and time consuming), to achieve on-time marketing (i.e. when the company cannot meet a deadline within the available time and resources) or to level workload (i.e. when the company cannot complete all tasks as per schedule). Although the service providing organizations offer outsourcing companies with opportunities towards stability, there are some basic challenges and risk involved in the various kinds of outsourcing means. When any of these services are taken from a company within the same geographical region, it refers to as domestic or onboard outsourcing; when acquired from neighbouring countries that are aware of the cultural status of o utsourcing company, it is called near-shore outsourcing and when the services are acquired from beyond national boundaries, it attributes to global or off-shore outsourcing. This document discusses a major common issue associated with these outsourcing means i.e. the maintenance of outsourced software. 2. Issues in Software Maintenance Software maintenance is usually the longest and most demanding phase in the software lifecycle model. New releases and upgrades make software outdated in no time. Therefore, software companies invest considerable resources in keeping the software in line with customers’ requirements even after the software is launched (Ahmed, 2006). For software maintenance, a company has two options; either to maintain it in-house which could induce a technical overhead or outsource the maintenance which imposes managerial overhead. Whether in-house or outsourced, when the various components of software are outsourced for development, the maintenance activitie s such as bug fixing, code maintenance, upgrades, hardware/software compatibility, testing, etc. becomes challenging. This is because the outsourced software could either be of fundamentally low quality or the associated documentation could be incomplete or poor. As a result of this, the contractor may have to invest extra budget in in-house maintenance of the developed product. For instance, a team would have to be arranged to reverse engineer the finished product and extract the missing details in the documentation or attain its better comprehension. In case of upgrades, its effects in the working of various components would have to be retested. Or the contractor could avoid the hassle and outsource the maintenance task by paying some extra. Both ways the objective of outsourcing which is to save cost is somewhat compromised in the maintenance (Earl, 1996). Secondly, if various components of the software are outsourced to different parties then in case any problem is found in the software product, none of the parties would take complete responsibility of the association of the problem to their developed component. And therefore, troubleshooting problems would get further complicated (Ahmed, 2006). Even besides testing, verifying and validating the software on test data, it could happen that the software shows different results when installed in the actual environment. In that case, the software maintenance crew (in-house or outsourced) would have to take over as the purchase would already have been made from the vendor. In case of poor documentation and low quality code, the maintenance team would be placed in a critical situation as the

Good Governance Essay Example for Free

Good Governance Essay Introduction The topic of this essay concerns about good governance namely what is it, what is its possible application in the formal and informal sectors added to its context, do the different ideological systems concord with it and lastly does it produce any, whatsoever, improvement or development in any sense and sector? And to answer to all that issues I will firstly define it, secondly discuss all its characteristics and indicators from the various organizations directly and/or indirectly involved with it and thirdly compare and contrast by analysing any situations within the main political orientations in which it is present or absolutely absent and the consequent effects. And finally I will try my conclusions to whatever it could produce with plausible recommendations. Well, the meaning of â€Å"governance in the normal daily use and the first one that comes straightforward to the mind is: the process of decision-making and the process by which decisions are implemented (or not implemented). The concept anyway of governance† is as old as human civilization and that is since human being felt the need to organise themselves by gathering in groups and electing among them those who will decide for the communities way of life, the eventual relation between the members and theirs with any other possible group around. However it is very recent when developmental professionals and different actors (international organizations, local, national and regional governments) noticed the relevance of governance on the causes that produce bad or good outcomes regardless the expected results  and the intentions behind. The increased use of the term â€Å"governance† good or bad, in the development literature is real and evident, but because bad governance is being absolutely regarded as one of the main causes of all evil deeds in all over the world, most of the International developmental institutions and financial donors have changed approaches by pretending from aid eligible poor countries to ensure good governance in order to have access to aids or loans. Not to ignore the fact that it is anyway the civil society, tacitly to ask, first of all, their relative governments for good governance if it ensures for a decent and better standard of life. The aforementioned definition implicates the automatic existence of decision makers whom are usually called actors by scholars and professionals. On the bases of this definition it can be used in several contexts such as corporate governance, international governance, national governance and local governance. Add to this that any analysis of governance focuses on the formal and informal actors involved in decision-making and implementing it and the formal and informal structures that have been set in place to arrive at and implement the decision. Among the various actors Government, is the one per excellence, followed by the numerous local and regional ones in one side and the international or global institutions in the other. Within the same country there are for example, beyond the government that has the super power and final decision, other actors in rural and urban areas such as influential land lords, farmers, cooperatives otherwise known as associations of productive workers, NGOs, research institutes, religious leaders, finance institutions, political parties, the military etc. At the national level, in addition to the above actors, there are media, lobbyists, international donors, multi-national corporations, and many others that may influence the decision-making and or condition the decision-making process. It is worth to remember any way that all actors except government and the military are grouped together under what is known as civil society. In some countries in addition to the civil society, organized crime syndicates also influence decision-making, particularly in urban areas and at the national level. Moreover it is normal to hear about formal and informal government structures and formal and informal sectors and that all of them are one means by which decisions are arrived at and implemented. In some remote rural areas, locally powerful families may informally make or  influence decision-making and most of the time corrupted practices are the final outcomes. So governance may be a good or a bad one depending mainly on whether it is constructive and positively fruitful or corrupted and destructive. Unfortunately it is a real perception that, almost in the majority of the countries in the South of the world, there is an uncontrolled widespread corruption as a result of the bad governances of those minority, the elite in power with no distinction between the trio: Government, the military and civil society. But on the parallel carriage there is, at a global level, a huge campaign aimed to achieve some bettering improvement with the expectations to at least minimise all that corruption if not eradicate it at all. It is known how usually this minority misuse the governmental power to personal and or restricted group’s interest depriving in that way the civil society which represents the majority. If this sort of government in power is of a military extraction it makes the situation very difficult and worse because they, most of the time, impose themselves by intimidating the citizens and treating them as enemies, but the impact of their mismanagement will be discussed later. So the main problem in developing countries is a combination of power misuse, political immaturity and prioritising of personal interests to the communities expenses. The international community, in order to prevent further power misuse, promotes Good governance as the remedy to all that and in the intent to grant a decent standard of life to every single citizen regardless of her/his race, religion and social, political or ethnic group. It is not an easy target implementing it, and at the same not that hard but it, surely, needs or better demands, professionalism with some good deeds. Professionalism is the difficult task to answer since it requires competence, political maturity, responsiveness and responsibility. In other term, to have functioning governance toward the citizens interests and to achieve such governance there is, for the time being, eight major characteristics and several indicators to be fully implemented. These characteristics are the result of a long and hard work of scholars and professionals that offered their intellectual powerful services to the societies in order to find out the solutions for a better life, on common grounds, regardless the different political and ideological views. The eight characteristics are: Participation, Rule of law, Consensus oriented, Transparency, Equity and  inclusiveness, Effectiveness and efficiency, Accountability and finally Responsiveness. According to United Nations Economic and Social Commission for Asia and The Pacific (UN ESCAP) these eight characteristics are defined as follows: â€Å"Participation Participation by both men and women is a key cornerstone of good governance. Participation could be either direct or through legitimate intermediate institutions or representatives. It is important to point out that representative democracy does not necessarily mean that the concerns of the most vulnerable in society would be taken into consideration in decision making. Participation needs to be informed and organized. This means freedom of association and expression on the one hand and an organized civil society on the other hand. Accountability Accountability is a key requirement of good governance. Not only governmental institutions but also the private sector and civil society organizations must be accountable to the public and to their institutional stakeholders. Who is accountable to whom varies depending on whether decisions or actions taken are internal or external to an organization or institution. In general an organization or an institution is accountable to those who will be affected by its decisions or actions. Accountability cannot be enforced without transparency and the rule of law. Transparency Transparency means that decisions taken and their enforcement are done in a manner that follows rules and regulations. It also means that information is freely available and directly accessible to those who will be affected by such decisions and their enforcement. It also means that enough information is provided and that it is provided in easily understandable forms and media. Rule of law Good governance requires fair legal frameworks that are enforced impartially. It also requires full protection of human rights, particularly those of minorities. Impartial enforcement of laws requires an independent judiciary and an impartial and incorruptible police force. Consensus oriented There are several actors and as many view points in a given society. Good governance requires mediation of the different interests in society to reach a broad consensus in society on what is in the best interest of the whole community and how this can be achieved. It also requires a broad and long-term perspective on what is needed for sustainable human development and how to achieve the goals of such development. This can only result from an understanding of the historical, cultural and social contexts of a given society or community. Equity and inclusiveness A society’s well being depends on ensuring that all its members feel that they have a stake in it and do not feel excluded from the mainstream of society. This requires all groups, but particularly the most vulnerable, have opportunities to improve or maintain their well being. Effectiveness and efficiency Good governance means that processes and institutions produce results that meet the needs of society while making the best use of resources at their disposal. The concept of efficiency in the context of good governance also covers the sustainable use of natural resources and the protection of the environment. Responsiveness Good governance requires that institutions and processes try to serve all stakeholders within a reasonable timeframe.† In theory it is participatory, consensus oriented, accountable, transparent, responsive, effective and efficient, equitable and inclusive and follows the rule of law. It assures that corruption is minimized, the views of minorities are taken into account and that the voices of the most vulnerable in society are heard in decision-making. It is also responsive to the present and future needs of society. It is people centred matter trying to address gender inequalities. It is really vital and important from local level to global to achieve good governance, with the awareness that its achievement requires absolute professionalism and consciousness, two attributes that are unfortunately absent or worse than that, not considered especially in the South. Following this â€Å"new† approach the international community, leaded by the United  Nations different and various specialised organizations in collaboration with the International Financial Institutions with Bretton Woods institutions in the first place and some other world organizations, demands those countries in the South, who are always involved in corruption, to adopt good governance’s paradigm by modelling their governmental systems so that it might import huge changes and lead to better their country’s economical and social situations. The aforementioned institutions, after long and on-going hard research on what causes bad governance, and as the ones who perpetuate developmental progress, they use to propose solutions, which most of the times fail because of negligence regarding the way they approach and solve or deal with the problems and because of â€Å"disinterest† from both sides: the proposing and the recipient. However each and every institution has its own proposals, indicators and monitoring systems and some of them need revision and reconsiderations. United Nations institutions: The United Nations different institutions are for instance involved in developing country’s redressing developmental programmes according to their specializations and interests and it is sufficient the Millennium Development Goals (MDG) as an example. In fact, their purpose is to tackle the main tragedies that mankind is facing now in most parts of the planet, with different intensity anyway between North and South. These problems are mainly the followings: -widespread poverty and hunger; -lack of primary education; -absence of Gender equality; -Increasing infant and child mortality; -absolute absence of maternal healthcare; -dangerous diseases such as HIV/AIDS; -mismanagement of environmental resource without sustainability; -misconception of what is a global partnership. And according to these problems the Millennium Development Goals are designed to: -eradicate extreme poverty and hunger -achieve universal primary education -promote gender equality and empower women -reduce child mortality -improve maternal healthcare -combat HIV/AIDS, malaria and other diseases and -ensure environmental sustainability -develop global partnership development. These goals will be achieved and implemented not later than 2015. As seen they are eight goals focusing on the alleviation and tackling of those problems. Each goal has its own targets and indicators under the supervision of the appropriate different organization in order to measurably achieve developmental improvements in the poorest of the developing countries. In total there are 8 goals, 18 targets and 48 indicators. Regarding to the monitoring institutions there are for example concerning to health based programmes UNICEF, WFP, UNAIDS and WHO while to tackle poverty and hunger there are WB, IMF, FAO and UNICEF. UNESCO is concerned with educational problems while ILO (International Labour Organization) and IPU (Inter-Parliamentary Union) are more likely to deal with Gender inequality and women empowerment and so on. One of the eighteen targets [target twelve (12) of goal eight (8): Develop a global partnership for development] demands commitment to good governance, but at the other way round these goals are achievable only in an environment where good governance exists. It is a â€Å"cause† and â€Å"effect† at the same time. The expectations anyway and in any case are less encouraging because of unreasonable policies of some aid institutions that are not allowing a bettering situation, such as IMF and WB or the well known Bretton Woods Institutions. The Bretton Woods Institutions Good Governance One of the major causes of under development is represented by the heavy debts that plague these countries as a result of continuous increasing interest loans hardly repayable. Stabilisation, deregulation, devaluation, distortion of prices and many other interventions render developing countries life very miserable. The killing factor anyhow is represented by the Bretton Woods Institution’s Structural Adjustment Programmes (SPA) with the intention to help heavily indebted poor countries (HIPC) repay or clear their debts in order to be eligible to new loans . But, these criticised institutions and related organizations such as the World Trade Organization (WTO), dedicated from long time their efforts to help poorer  countries to overcome corruption, but unfortunately and sorely without positive tangible results, and this is because of their mismatching â€Å"rigid† policies and certain conditionals imposed on borrower such as Structural Adjustment Programme, that did n ot succeed to alleviate but, at the contrary, worsen the already existing conditions of poverty. The worse part is that IMF conditionals diminish the states authority to govern its own economy as national economic issue and not differently. But with the stabilisation programmes, deregulation, price distortion and privatisation of nationalised industries predetermined by the structural adjustment packages does not help the borrower to implement good governance. Equally the WB’s acting in partnership with the private sectors of a given country results in substituting the state which represents the primary provider of essential good and services. Imposing the reduction of government’s expenditure on food subsidies, education and healthcare or changing its import and export policies does not at all help developing countries to achieve good governance. This replacement usually ends in a shortfall of those services when most likely the condemned country is more in need. But now the Bretton Woods institutions realized that they need to review their policies in order to en able good governance to be achieved and the veracity of this is reported in the 1994 Naples summit communiquà © of the G-7’s countries. This communication clearly explicitly urged the need of reforms and reviews because of the Bretton Woods failure to achieve its primary mission of poverty alleviation. Reforming and reviewing the International Financial Institutions means they themselves need to practice and apply good governance and not pretending only from their borrowing members. If they succeed to change their policies in better then perhaps there will be a hope of improvement for the developing countries. All the above exposition concerns the theoretical side of good governance and it is very ideal and difficult to be realised in practice up to be considered a utopia. Nevertheless, the real fact is that good governance is absent from the international scenario and only few countries could be said to be close to implement it fully. Besides, the hilarious aspect of this assertion is that they are of different political orientation. This means that good governance does not require a certain political view than othe r. Examples of these politically differently  oriented states are: OECD, Japan, China and the Arabian Gulf countries. Good Governance and the main political systems and governing ideologies As stated before Good governance is not necessarily related to any of the political systems existing nowadays and this because countries with totally different political orientations seem to succeed implementing it. Moreover these systems might be used as temporary solutions in certain difficult political moments regardless their main â€Å"normal† one. In the purpose to understand which of these systems could conciliate with what could be seen as good governance paradigm it is worth to remember them with some useful comments. There are two main different groups on which these systems are based namely collectivism and individualism. The first one considers human being the pillar around which to build a society with the result that the types of the societies are different as it is different the means to design it. What they have in common is the notion that one (king or dictator) or many men (majority) should rule the others. At the contrary the individualist are more philosophical concepts in respect to the other group. Under the umbrella of collectivism there are autocracy/ dictatorship/ despotism, communism, conservatism, democracy, fascism, imperialism, monarchy, pluralism, plutocracy, socialism and theocracy, and the individualist are: anarchism /nihilism, liberalism (classical), libertarianism, objectivism, capitalism, and the republic. Each of them has its characteristics and less or more they could be simply interrelated and or contradictory. -Autocracy, dictatorship and despotism, for instance, are very similar in term of definition and that is an uncontrolled supreme right of governing in a single person with the difference that autocracy is supposedly benevolent. But there is a paradox in the sense that anyway an autocrat needs a huge amount of force to subordinate perhaps an unwilling people and from autocracy we pass to dictatorship. An example of this sort of dictatorship could be the Russia of Stalin for instance. Dictatorship though is the main factor that unfortunately destroyed most of the countries of the South mainly in the decolonization decades (1950-1970) leading them to extreme poverty. It is clearly evident that this type of system does not favourite the achievement of good governance because lacks most of its characteristics such as transparency, accountability, consensus  oriented, and respect for human rights just to mention some. -Communism and socialism have the same collective view of mankind with the difference that socialism is a political system while communism is a scheme that tends to equalize the social conditions of life by collectivising the private property under the governing of the legislator (the State in socialism); a problem that could be mentioned is concerned with what socialists call supervision on freedom of expression just to preserve the community integrity and this represent a restraining factor. Moreover socialism’s paradigms contradicts and represses the private initiatives ignoring so the potentiality of the private on development. Lately in few western countries there is an acceptance of it but in a diluted fashion. This leads to think that socialism differently from communism could give birth a good governance if well managed up to realize at least the corresponding and similar characteristic of both: good governance and socialism. I think this is enough for our purpose but it can be otherwise developed. Opposing to socialism and communism there are, as secular antagonists, democracy and capitalism. Democracy is usually intended for two major modes: 1) retained and directly exercised by the people and 2) retained by the people but governed by a delegated periodically renewable constitutional authority, a popular representation. It relays on whatever the majority’s choice is sacrificing so the minority, even if represented by one single person. This is the same as dictatorship with the difference that in the latter is the single person who sacrifices the majority for his choice. The major difference between socialism and democracy lays in the way deal regarding the collective. Democracy uses to favour the powerful capitalists at the expenses of others with less economic and consequent social power. In this sense capitalism  exerts inequalities born from wrongly created adversarial. Nevertheless capitalism allowed technological progress to be achieved more rapidly than communism. Hence good governance might be implemented by these later systems albeit in a different way and intensity and there are no consistent and distinctive criteria to declare the suitability of one of them to the best achievement of good governance. Remember that all depends about good deeds and professionalism. -Monarchy is a currently used system in different part of the two hemispheres. As a rulership, in which a king or a queen, an emperor or empress, it holds unlimited power having similarity with autocracy or lately limited power (constitutional), usually inherited. It is proven that monarchy in these last centuries succeeded to implement good governance albeit with more suffering civil society. But seen that good governance is people centred system there should be a redressing effort and good intent. According to the other systems I think that they are either out of fashion such as fascism, imperialism or nihilism or have a temporary or transitory use such as pluralism, conservatism, libertarianism, liberalism, plutocracy, objectivism, theocracy and so on. Among these later systems pluralism seems, in my opinion, to be helpful to most if not totally of the African governments. According to an article on the web of freedom in the UK, pluralism is: â€Å"Government carried out by a process of bargaining and compromise between a variety of competing leadership groups (business, labour, government, etc.). Advocates of pluralism claim that it best serves the democratic ideal in a complex modern society, in which individual participation in every act of decision-making is impractical. According to pluralism, individual rights and interests are protected by a sort of extra-constitutional checks and balances: No single group holds the dominant power position, power is always shifting, and individuals can have influence on policy-making through being active in one of these power groups. Some claim that America is such a pluralistic society; other theories say that pluralism is in fact a myth and American society is elitist. Despite this pluralism is not limited, other than by the common sense of its participants. Therefore it is still, in essence, collectivist and adversarial.† Analysing this sort of definition it is easy to encounter, at least most of good governance’s characteristics such as participatory, consensus oriented, accountable, transparent, responsive, equitable and inclusive and follows the rule of law. In 1994-5 I was following Yemen’s political crises during the controversy between the socialists system supporters from the south and the, let us say, non socialist promoters in the north. At the end came winner those from north  formed by a coalition of religious forces and the pseudo capitalist system in power. During the contention the President proposed a joint supreme governing power composed by three representative members of the main three forces: the president, a socialist and a religious leader stabilising so a sort of bargaining government and the result was that the socialist part lost the partnership. My aim anyway was to prove how pluralism worked in this crucial time and for this reason it is seen as a myth since good governance tends to be utopia matter. But nevertheless different countries of different political orientation nearly implemented its characteristics it means that other could succeed by trying it. There is nothing unachievable if there is the willpower to succeed and people are determined to obviate the obstacles. And to do so the actors need to, first of all, understand the nature of the obstacles and then analyse the eventual solutions without being second to none in decision making putting themselves in that way in a subordinated position. They need to be capable of bargaining and only by that way they can validate their voices over bargaining powers on the other side. Understanding your power, resource availability, willpower of bargaining through it and accepting compromises are attributes necessary toward good governance. Representing their civil society properly and honestly and prioritising their basic needs will put the actors in the position of enabling it to benefit from the outcomes. All these requirements are possible of realization if the roles of the three main components of a country are well defined and every component knows its limits, rights and duties. Those mentioned three parts are government, civil society and the force army in its different specialty. Only in the case these parts understand clearly their roles there will be the expected good governance, otherwise the developing countries will hold forever the heavily burdens now devastating their lives and live with it. Good governance and the trio: Government, Civil society and the Military It is absolutely necessary to have distinct these three groups in order to avoid any irregular and regrettable interferences among them. This simply means that government’s role is to rule and to make  decisions, to choose the ways of implanting those decisions while the Military is to defend the country from external aggression or to calm an internal subversive. Regarding the civil society it represents the groups and individuals out of the formal structure of government and the military. Concerning political development it represents the extreme expression of political parties. In it there are the opposing forces that recalls government and military’s misbehaviour. Therefore, if one of them interferes with the other’s role and tries to replace them there will be a chaotic situation, and to sort out or put a remedy will be afterwards difficult. Effectively this is what happens in many of the developing countries causing situations difficult to redress. Nepotism, tribalism, racism, clannish belonging and similar congregations are causes of misuse of power, public and private resources and denying basic human rights to whoever does not belong to their circle. Add to this the fact that if the replacing group are the arm forces, the atrocity of the consequences is very deep and bitter. After the decolonization, in most countries in the South there was a subsequent darkening governmental systems that, based on ignorance and limited professionalism and lacking any sort of political stability due to indecisions regarding to which big power block count lean on, ended in disastrous bad governance and continuous coup dà ©tat from military men. At the beginning this sort of endeavour was aimed for a patriotic purpose but the result afterwards become dictatorship and despotism. The general ideas of governing of creating nations become too hard to be accomplished and it is been replaced by personal enrichment. More these fool governors were enriching themselves the civil society was suffering deep poverty. These facts encouraged military men challenge their adversely rivals in order to access to that wealthy life at the expenses of their poor tribal partners and not any more the whole civil society. Moreover such economic patrimony did not stop them from stealing but they have created tribal-based hatred between the poor people and this ended in between failed states and under the denomination of poorest countries. A failed state is the result of internally not functioning one or externally not recognised and that because the damage is more o less incident. There are so partially or totally failed states or better states that internally function but there is non external recognition and vice versa. Anyway the internal malfunctioning ends  in overthrowing o r secessionism, situations that are to be avoided. Well then, it is time that developing countries leave this nonsense aggregation of tribe, race and similar clannish ones and move forward in order to accomplish decent standard of life becoming equal to the civilised world and to put an end to the greediness of their governors. They have just to ask good governance’s characteristics to be implemented or otherwise they will only regress in respect to the progressive globalizing world. From the above discussion it is clear that good governance is an ideal which is difficult to achieve in its totality but this does not mean that is impossible. Very few countries and societies have come close to achieve it. However, to ensure sustainable human development, actions must be taken to work towards this ideal with the aim of transforming it into a reality. It is a matter of competence/professionalism and good deeds. Competency, or professionalism or skill or aptitude, is very decisive or better it represents the core of the power in the government. It is indeed a requirement. Regarding the good deeds the determining one depends mostly from the rich and free societies and the effort they decide to spend. Actually it is the international community’s interest to show good intents in reasonably and responsibly cooperating with and helping poorest countries all around the world otherwise whatever the outcomes will affect them seen that the whole world is becoming a small village due to globalisation. It is surely known how global warming for example is threatening the whole world. Good deeds from national to international level is required and the rich and free societies role. To support this thesis it is worth to mention the United States of America’ 60th president, John F.Kennedy who said in his inaugural Address in January 20, 1961: If a free society can not help the many who are poor, it can not save the few who are rich. Likewise President Mpaka of Tanzania quoting President Kennedy’s statement said in a speech: In a globalizing world, if we cannot help the many who are excluded in global prosperity, we cannot save the few who are included. In conclusion good governance will definitely improve development’s conditions all over the world if the varied development institutions work in favour of good governance. References: 1. UN ESCAP What is a GOOD GOVERNANCE? INTRODUCTION Recently the terms governance and good governance are being increasingly used in development literature at www.unescap.org/huset/gg/governance.htm (accessed 21 December 2004) 2. United Nations Millennium Development Goals. at www.un.org/millenniumgoals (accessed 27 November 2004) 3. Bretton Woods Project Critical voices on the World Bank and IMF. Good governance. 49 items. Fugitive in five-star hotel, IMF foots bill. at www.brettonwoodsproject.org/topic/goodgov/index.shtml 25k (accessed 24 December 2004) 4. Freedom in the UK google search engine: political systems (accessed 28 December 2004) 5. President J. F. Kennedy’s inaugural speech at www.fordham.edu/halsall/mod/1961Kennedy.html ( accessed 23 December 2004) 6. Chakravarthi Raghavan, Mar 5, 1998 FINANCE: FUND/BANK SHOULD PRACTICE GOOD GOVERNANCE! At www.sunsonline.org.htm 14k (accessed 14 January 2005) ____________________________________________ Bibliography Kingsbury D. et al (2004) Key issues in development 1ST ed. New York: Palgrave Mcmillan

Terminal Reports Essay Example for Free

Terminal Reports Essay 1.) What was your basis fpr selecting your practicum organization? I chose Office of the Solicitor General because one of our 3rd year professor in Political Dynamics, Atty. Rigor Pascual, was a former intern in OSG. He told us that if we want to learn a lot we should prefer OSG as our OJT destination. 2.) Describe in details your duties and responsibilities in your practicum organization. In the division which I was assigned, they taught the process how to make delegations, file cases, update cases in ECMT, motion and manifestations and others which includes photocopying of files and recording of new cases received by our division. These are my duties and responsibilities everyday during my OJT. 3.) What were your personal, academic and professional expectations from the Practicum Program? I am expecting to learn more about my future career path either in the fields of law or management and to improve and develop not only my skills but also my personality. All of my expectations were all satisfied after 200-hours of quality on-the-job training. 4.) Were your expectation met? Why or why not? I’m proud to say that all of my expectations were met as I have learned a lot of things in my 200 hours or 6 weeks of stay in OSG. They taught me a lot of things in the field of law and give me some advice how to become a good lawyer. All in all, my stay in OSG was a one o a kind experience that I will never forget. 5.) Describe in details your working relationship with your superiors and co-workers/co-trainees. I have a very good relationship with my superiors especially my supervisor Atty. Tadeo as she is very kind and helpful to me. She taught me a lot of things regarding my work to be accomplished and things that might be helpful in my academic training in school. It was a happy workplace as all of the employees in our division were kind and supportive. 6.) Describe in detail three incidents related to your practicum where you were able to fully  utilize your academic training. a. I was able to use my knowledge in persons and family relations when I was given a research about marriage and adoption. b. My legal research class was also useful whenever I was told to get a SCRA or anything from their library. c. Lastly, my knowledge about computers was also utilized as everyday I am in front of the computer for my paper works (delegation, motion and manifestations etc.). 7.) Describe fully any incident(s) which may have proven disturbing during your Practicum. There wasn’t any disturbing incident that happened during my OJT program and honestly it was more of a productive and enjoyable experience than that of a distressing one. 8.) What suggestions can you put forward to further improve the Practicum Program of the Legal Management Department? We should have been given a seminar about our internship program, as it was confusing from the start. We were told first that it is okay to have your OJT outside Metro Manila and then after some of us have chosen our OJT destination from different provinces, we are told the other way around which was very frustrating and hassling. To improve the Practicum Program of the Legal Management Department, student should be properly informed and knowledgeable about the their OJT program.