Non Price Competition


In spite of the emphasis placed on price in microeconomic theory, marketers often compete on product attributes other than price. You may have noted that price differences between products such as gasoline, men’s haircuts, candy bars, and even major products such as compact cars and private colleges are often small, if there is any price difference at all. Very rarely will you see price used as a major promotional appeal on television. Instead, marketers tend to stress product images and consumer benefits such as comfort, style, convenience, and durability.

Many organizations promote the services that accompany basic products rather than price. The idea is to make a relatively homogeneous product better by offering more service. Quite often the reason marketers emphasize non-price is because prices are so easy to match. Few competitors can match the image of a friendly, responsive, consumer-oriented company.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

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Online Retail Selling: Barriers to Success


i.            Increasing consumers’ comfort levels: Online retailers need to improve convenience and value for customers and assist them in overcoming their concerns about security and trust.

ii.            Resolving technological limitations: The ability for online retailers to deliver unique experiences is linked to technology improvements. The internet is still constrained by lack of bandwidth and problems with reliability.

iii.            Rapidly scaling internal operations: Online retailers face the challenges of managing significant growth, internal organizational change and developing and scaling their customer service and fulfillment infrastructure—all while the technology is still evolving.

iv.            Engineering comprehensive convenience: Customers identify many convenience problems with today’s online environment. Among them are the need for customers to reenter personal data on different sites, the vide variation in customer service across sites and the lack of coordination between online and offline retail environments on the part of retailers using both channels.

v.            Resolving channel conflict: many offline retailers believe that there is a risk of cannibalizing sales through existing channels by going online. Many manufacturers fear alienating their existing distribution partners by providing an alternative channel for customers to purchase. These perceived channel conflicts are keeping some traditional retailers and manufacturers from joining the Internet.

vi.            Developing low-cost distribution: Distribution system can be expensive. Online fulfillment systems are still developing and there is a disconnect between what is required and what is currently offered by existing offline systems.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

Constant Challenge


This is clear when you consider how people find jobs in the first place. For many people their whole career history is laced with luck and chance: being in the job market when a certain company was recruiting, seeing a certain advert, knowing someone who knew someone. Many people not in a true vocation have little real idea about the job or company they start working for before they actually start the job.

Some people pick losers and are repeatedly made redundant, or take several jobs before they find something that fits. Other people pick winners in the job lottery, walk into their first position and stay there all their working life.

Nothing wrong with that from a personal point of view, but the last thing these people want to do is rock the best by pushing themselves or indeed anyone else (except those lower down the pecking order) out of their comfort zones.

This inevitably creates stuffy, complacent business. What incentive is there for these people to take risks or leave when they don’t think they will ever find another job half as cushy as the current one?

What is more, when an employee has several years of service under their belt, disgruntled employers will duck this issue, thinking that they will be too costly and difficult to move on.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

Mobilizing Support for Change Managers


Despite using the principles of influence, social networks and negotiation, change efforts in an organization can falter for different reasons. There has been a great deal of interest in finding out why people are so unwilling to stop out of their comfort zones and accept change. Some of the major  impediments to change are:

  • People believing that the change effort is yet another fad: Over a period, many employees have come to perceive different change programs as fads because they associate these with previously failed initiatives. As a result, they do not pay attention to the merits of the arguments. Change induces dissonance, and people often reduce the resulting stress by reverting to previously held assumptions, beliefs, and behaviors.
  • People who believe that change agents are not credible: Employees tend to view the strength of the change idea by associating it with the person who advocates that position. In other words, if the change manager is credible, the idea is seen as convincing. On the other hand, when the manager is perceived as untrustworthy, people tend to reject the change ideas.
  • People who have difficulty unlearning old ideas and approaches: Most often, people do not know how to stop what they have already been doing. When they are faced with uncertainty and ambiguity, they feel a sense of loss of control and this leads them to persist with their existing methods and approaches.
  • People who have difficulty learning new patterns of behavior: When people face unfamiliar situations, they often fail to comprehend the complexities of the situation. They may also feel apprehensive that if they try out new behaviors and fail, they would attract criticism. Faced with a fear of failure and believing that change would make little difference, they may refuse to invest in learning new methods and approaches.
  • People who feel that change threatens their identity: When faced with crises or threats, people tend to uphold their pride rather than appreciating the learning challenge that it offers. There is great comfort in existing belief structures, as these constitute one’s personal identity. Any attempt to change behavior may be seen as a challenge to that identity. As a result, it generates resistance to change.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

The Basic Needs


When questioning your target audience, it might help to list some of the basic needs people have, and ask them to make check marks by those that pushed their particular buttons. Most people will react to one or more of the following basic needs (known as “appeals” in advertising lingo):

  • Convenience
  • Comfort
  • Love
  • Friendship
  • Security
  • Style
  • Social approval (status)
  • Health and well-being
  • Profit
  • Savings or economy

If you have had the feeling that people patronize you because you offer convenience and economy, you may be surprised to learn, via your questionnaires, that they really give you their business because your work adds to their sense of security.

You can engage in more free research by conscientiously studying the other advertising that is going on in your community—not only that of your competitors but that of everyone else as well. Have frank conversations with your customers. Talk with your competitors. Talk with other businesspeople in your community. You’ll find that their sources will provide you with useful information and won’t charge you one cent for it. Research can help you save a lot of money and earn a lot of money. For research can help you save and earn even more.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

People as Numbers


Generally, it is accepted that modern human resource planning should have a wider perspective, in tune with the philosophy of HRM, including ‘softer’ issues such as competence, commitment and career development. Modern human resource planning continues to use the ‘hard’ techniques of manpower planning but also includes a new focus on shaping values, beliefs and culture. Anticipating strategy, market conditions and demographic change.

Nevertheless, in line with the tradition of formal, observable and ‘objective’ planning, numerical measurement and forecasting having been favored over quantitative studies on opinion, attitude and motivation. ‘Hard’ data allows managers and planners to sit in their offices and wait for information. ‘No need to to go out and meet the troops, or the customers, to find out how the products get bought … all that just wastes valuable time.’ The growth of information technology and management information systems has made numerical data readily available and possibly further discouraged collection of qualitative information. Numbers give a comforting feeling of unarguable objectivity and allow managers to detach themselves from shop-floor emotions. It is much easier to sack a number than a real human being.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight