Rethinking Marketing Essay Example for Free

Rethinking Marketing Essay Companies today have technology that enables them to interact directly with customers. Firms must make use of this technology to focus on customer needs and develop into customer-oriented companies rather than product oriented ones. In order to facilitate this change a change in the company’s strategies as well as structure becomes necessary. This change includes reinventing the organizations marketing department entirely. One such change in strategy involves customer cultivation. Companies must move from being traditional companies to customer cultivating companies. A customer cultivating company is one that focuses on individual or small groups of customers as opposed to a traditional company that focuses on the mass. Many firms today are trying to make this strategy work. For example IBM, Tesco and American express. Next we come to change in structure, which involves reorganizing the marketing department. * Firstly CMOs must be replaced by CCOs (chief customer officer). The CCO’s job is to plan and implement the firms customer relationship strategy and supervise all customer-facing functions. * Secondly under the CCO will work the customer managers who identify the customer’s needs and direct brand mangers to fulfill those needs. * Customer- facing functions: some functions such as the customer relationship management that forms a part of the IT department must be made a part of the customer department. CRM (a tool for gauging customer needs and behavior) contains the data needed to implement customer cultivation strategy and hence essentially forms a part of the customer department. * Market research: market research changes to become more customer focused as well. * Research and Development: marketing and RD must be integrated so that the customer itself can be brought into the process of designing products. * Customer service: the customer department must handle this service to ensure both quality and building long-term relationships with customers. With change in strategy there comes a need to change the measures that gauge the effectiveness of the strategy as well. These changes in measures are as follows: * Product profitability to customer profitability * Current sales to customer lifetime value * Brand equity to customer equity * And lastly market share to customer equity share. All in all the article considers reinventing the strategies and structure of companies to make them focus on building lasting customer relations rather that building brands.

Congo :: essays research papers

The book Congo is about a group of people who go to the African Congo to return a gorilla to her homeland and to find type IIb blue diamonds. On their journey they discover the lost city of Zinj and a new species of killer gorillas, which they must overcome to survive. The story takes place in June of 1979. The three main characters are: Dr. Karen Ross, supervisor of Earth Resources Technology Services (ERTS), Dr. Peter Elliot, a primatologist who trained a gorilla named Amy to speak by the use of sign language, and Charles Munro, the guide who leads the expedition through the Congo. ERTS has already sent an expedition of eight into the Congo to retrieve type IIb blue diamonds. They are contacting them back at the base in Houston. The camera in the expedition’s camp turns on revealing a destroyed camp site: torn tents, supplies and clothing scattered everywhere, and dead bodies. As the camera moves around scanning the area a big gray object runs by the camera and destroys it. Every at ERTS is in shock. They replay the footage and freeze it on the big gray object. It looks like a gray gorilla, but gorillas don’t kill people. Karen Ross decides to take another expedition into the Congo to get the blue diamonds. Because of the bewilderment over this incident she contacts Dr. Elliot to find out what this gorilla is. She tells him that their going to the Congo and he wants to come and bring Amy, his gorilla. Amy has been experiencing bad dreams because of her past which is unknown to Dr. Ross. She begins finger painting which helps her sleep at ease because tries to banish the dreams onto paper. Elliot realizes she wants to go to the jungle because all the her paintings are of it. The expedition leaves quickly because there is a competing company that is also making its way to the Congo to get the blue diamonds, which are an amazing source of energy. The expedition is set to meet Charles Munro, the best guide there is, to guide them through the Congo. They discussed business matters and quickly headed to Nairobi. From Nairobi they took their final plane to go to the Congo. At that time a civil war had started in Africa and both sides were shooting everything, including the expedition’s plane. Every one had to take a parachute and jump out of the plane. This was a major delay in the time the expedition had to beat the competition to the diamond site. The expedition: Ross, Elliot, Munro, Amy, and some African men; have to

Motivation to Help Essay

This paper discusses the social psychological perspective on helping. It tackles the factors that lead people to help other people and the theoretical basis on such actions. It also includes a reflection on the altruistic property in helping. Motivation to Help The murder of Kitty Genovese in 1964 as one of the most disturbing cases where almost 40 people were witnesses but none of them called the police in time to rescue her. This baffled social psychologists as to how this was possible. The result of their investigation was the formation of the concept of the Genovese Syndrome. This condition is theorized to exist on certain emergency situations where people encounter a diffusion of responsibility. This was because of the notion that there will be someone who will carry out the responsibility (Alex, 2008). On a personal account, an example of this behavior was observed in the sidewalk near a well-known shopping center. A lady, approximately aged 50 years was walking on the nearly crowded pavement when two men riding a motorcycle snatched her bag. It was not easily taken from her since she tried to defend herself and her belongings. The struggle made the two men shoot the lady until she was down on the sidewalk. The initial reaction of the people there was to run away from the scene. When the two men quickly left, the people slowly went towards the lady. Nobody helped until the lady screamed in pain. There are a number of factors that have resulted to the lack of responsiveness of the people on the victim. One of which is the bystander effect. Since there are more people in the area, the responsibility of helping the victim is divided among them. Each of these people had two choices of whether they should act or wait for someone to do it. Thus, the more people there are in the area means that people feel less obligated (â€Å"The Bystander Effect†, n. d. ). Also, the scream of the lady may have somehow alarmed the people around her, which may have motivated the some people to finally help her. Basically, there are five steps to helping or prosocial behavior. First of all, in order to help, there must be a realization that something is happening. It must also be interpreted as an emergency. The person who is to help must also feel the responsibility towards the situation. He must also know how he is going to help. Finally, the costs of helping are also assessed (Stocker, n. d. ). In this particular scenario, the five steps were evident. Although the initial reaction was to run because of the gun shot, people did realize that it was an emergency situation. However, because there were a lot of people, they did not have much responsibility for the situation because of the assumption that someone will act. When the lady screamed and the two men left, it was the time when someone helped, knowing that the costs are already low and it was no longer dangerous. There are many theories which explain why people are motivated to help. However, the most widely accepted theory on the subject is the theory of Victor Vroom, known as the expectancy theory. This simply states that people are motivated to help because they are expecting something in return such as a reward, or a good performance appraisal (Shah, n. d. ). Based on this theory, the act of helping may not be truly altruistic because of the tendency to expect for something in return. If the one helping does not want anything as a reward, it may be because of other outside factors such as his social image, religion, or the dictate of the society. Nevertheless, additional helped could have been offered in the situation, knowing the there were a lot of people in the situation. If all of them felt responsible for the incident, it is most likely that the crime would have been prevented. References Alex. (2008, February 13). The Genovese Syndrome: When Nobody Helps. Retrieved July 14, 2010, from Neatorama: http://www. neatorama. com/2008/02/13/the-genovese-syndrome-when-nobody-helps/ Shah, K. , & Shah, P. (n. d. ). Theories of Motivation. Retrieved July 14, 2010, from Laynetworks: http://www. laynetworks. com/Theories-of-Motivation. html# Stocker, S. (n. d. ). Social Psychology. Retrieved July 14, 2010, from http://webcache. googleusercontent. com/search? q=cache:P4aNe4_DzhsJ:www. spsp. org/student/intro/ppt/myers15. ppt+five+steps+to+prosocial+behavior&cd=4&hl=en&ct=clnk&gl=ph The Bystander Effect. (n. d. ). Retrieved July 14, 2010, from Changing Minds: http://changingminds. org/explanations/theories/bystander_effect. htm

The Rhetoric of Pathos in the Writings of Dr. Martin...

The Rhetoric of Pathos in the Writings of Dr. Martin Luther King, Jr. I have a dream, says Dr. Samuel Proctor, Martin Luther King, Jr. Professor Emeritus of Rutgers University. All the little children--you hear everywhere you go: I have a dream. All the little children repeating that speech. Its become like the Star Spangled Banner or the Pledge of Allegiance. Its entered our culture. And so it has: I have a dream has become one of the most memorable phrases of the twentieth century. Of all the many speeches delivered at the Lincoln Memorial on that hot, steamy day of August 28, 1963, no other remarks have had such an impact as those of Dr. Martin Luther King, Jr. His words reflected then, and continue to do so now, the†¦show more content†¦When white ministers protested the Southern Christian Leadership Conferences decision to pursue non-violent but direct action in Birmingham in April 1963, Dr. King, in his written response, drew widely upon Biblical, theological, and historical references in the development of his defense. Always believing that the fundamental justification for direct action was to be found in Christian scripture, Dr. King cites both Old Testament and New Testament references supporting his claim that there is nothing new about this kind of civil disobedience (Letter, 294). He notes, It was seen sublimely in the refusal of Shadrach, Meshach, and Abednego to obey the laws of Nebuchadnezzar because a higher moral law was involved. It was practiced superbly by the early Christians who were willing to face hungry lions and the excruciating pain of chopping blocks, before submitting to certain unjust laws of the Roman Empire (294). In defense of the charges that SCLC protests precipitate violence, Dr. King asks, Isnt this like condemning Jesus because His unique God-consciousness and never-ceasing devotion to His will precipitated the evil act of crucifixion? (295-296) While his most memorable address is punctuated with such poignant themesShow MoreRelatedRhetorical Analysis Of Letter From Birmingham Jail1843 Words   |  8 Pagesjail cell? Some might see restraints blocking them off from the rest of the world, feel cold metal or scratchy cloth against their skin, or experience the stench of sweat and despair. Martin Luther King Jr. saw a quiet place to write. After being arrested under the charge of â€Å"parading without a permit,† Dr. King used his eleven days in the Birmingham City Jail to respond to one specific instance of criticism through a letter geared to each of the many audiences that needed to learn about the desegregationRead MorePersuasive Speech : Dr. Martin Luther King, Jr.1334 Words   |  6 PagesIn any good speech, the most important part of the speech is not what is said during the speech, but what the audience feels and remembers after the speech was over. Dr. Martin Luther King, Jr., a powerful advocate of Africa n American rights, was an expert at convincing his audience to feel and react to his speeches however he wanted them to. One of the main ways he achieved this was through the use of the artistic proofs. The ‘artistic proofs’ is a term coined by the ancient greek philosopherRead MoreLetter from Birmingham Jail Rhetorical Analysis- Martin Luth Essay1384 Words   |  6 Pages Martin Luther King, Jr. Analytical Essay Violence, force, bribery. These are just the few of the many ways figures all throughout history have come to implement their ideas among others. Whether it be through force or logic, there needs to be some form for persuasion to pass of your claim. Dr. Martin Luther King, Jr., promoter of social justice, utilized rhetorical strategies to persuade his opponents of his claims. When Dr. King received a letter fromRead MoreRhetorical Analysis Of Martin Luther King Jr s Letter From Birmingham Jail1831 Words   |  8 PagesPersuasive writing is most effective when all three rhetorical appeals, Logos, Pathos, and Ethos, come together to form an indisputable argument. Dr. Martin Luther King Jr and Malcolm X are two of the most influential figures of the past few decades; similarly, their work is summarized as some of the most persuasive and controversial of all time. The audience of both of their pieces, â€Å"Letter from Birmingham Jail† and â€Å"The Ballot or the Bullet† include oppressed African Americans and the white oppressorsRead MoreArgumentative Synthesis Letter from Birmingham Jail1535 Words   |  7 Pagesvision such as Rev. Dr. Luther King Jr. Kings letter from Birmingham reflects his opinion that peace and non-violence were vital in achieving desegregation and important human rights for African Americans throughout the nation during the 1960’s. The â€Å"Letter from Birmingham Jail† was an appeal to the general African American population to lay down their weapons and rest their spite filled minds. He uses pleas to emotions, logic and to history in order to portray his vision. King famously preached toRead MoreRhetorical Analysis Of Martin Luther Kings Letter To Birmingham725 Words   |  3 PagesIn the summer of 1963, Martin Luther King Jr. went to Birmingham due to a large amount of segregation happening there. Dr. King was invited to Birmingham because of his connection with the Southern Christian leadership conference. Because he was the president of the conference he felt the need to be in Birmingham to fix the segregation there. While Dr. King was in Birmingham he and fellow protesters were arrested. In his letter Dr. King’s letter he answers statements that white leaders said to himRead MoreIn 1963 Martin Luther King, Jr Composedâ€Å"Letter From The870 Words   |  4 PagesIn 19 63 Martin Luther King, Jr composed â€Å"Letter from the Birmingham Jail† when the African-Americans community was struggling for black and white equality. Readers can perceive this by the diction that Dr. King practices, like â€Å"Negro,† which was used around that time and still being used. One can also see through the context of his letter that Dr. King wants equality for the African-American community. Martin Luther King s intention of writing this letter is trying to convince the clergymen thatRead MoreA Rhetorical Analysis Of Dr. Martin Luther King On The Church1256 Words   |  6 PagesAnalysis: Dr. King on the Church Missionary and Professor Charles Porter vocalizes a profound point during a lecture, â€Å"The only person who justifies us is Jesus.† This speaks measures regarding the Church and their responsibility to uphold justice. As people who claim to follow Jesus, the Church should be leading the charge against injustice. However, in the past century it failed to act upon the injustice of segregation. Analyzing Letter from Birmingham Jail, it becomes clear that Dr. Martin LutherRead MoreLetters From A Birmingham Jail And Trial By Civil Racism Essay1633 Words   |  7 Pagesnation. In Letters from a Birmingham Jail, Martin Luther King Jr. describes the various injustices against citizens of African American descent, and describes the need for actions to be taken against them. Similarly, in Trial by Fire, David Grann describes the injustices within the judicial system about falsely incriminating inmates and convicting innocent people of the death penalty. Both authors use various typ es of rhetoric including telos, kairos, pathos, logos, and ethos, to help enforce theirRead MoreMartin Luther King Jr., â€Å"Letter from Birmingham Jail†3011 Words   |  13 Pages[Subject] [Date] Martin Luther king Jr., â€Å"Letter from Birmingham Jail† Outline 1. Introduction i) Argument about â€Å"Justice and injustice† ii) Religious appeals in King’s latter iii) Paragraph fourteen of King’s latter 2. Discussion 3. Conclusion Introduction The pressure of racial segregation was reaching a boiling point in 1963 in Birmingham, Alabama. After being arrested for his part in the Birmingham Campaign, Dr. Martin Luther King Jr. wrote an open letter