Cause Marketing


This is one category of nontraditional marketing. It refers to the identification and marketing of a social issue, cause, or idea to selected target markets. Cause marketing covers a wide range of issues, including literacy, physical fitness, gun control, family planning, prison reform, control of overeating, environmental protection, elimination of birth defects, child-abuse prevention, and punishment of drunk drivers. It is an increasingly common marketing practice that is for profit-seeking firms to link their products to social causes.

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.

 

Effective Market Segmentation


Market segmentation is a means to an end: to identify and profile distinct groups of buyers who differ in their needs, preferences, and responsiveness to an organization’s marketing programs. Effective market segmentation should provide answers to six fundamental buyer-related questions for each market segment:

  1. Who are they?
  2. What do they want to buy?
  3. How do they want to buy?
  4. When do they want to buy?
  5. Where do they want to buy?
  6. Why do they want to buy?

More often than not, the answers should be expressed in a narrative form documented with quantitative and qualitative research.

From a managerial perspective, effective market segmentation means that each segment identified and profiled satisfies four fundamental requirements. Each market segment should be:

  1. Measureable. The size and buying power of market segmentation can be quantitatively determined.
  2. Differentiable. A market segment is distinguishable from other segments and responds differently to different marketing programs.
  3. Accessible. A segment can be effectively reached and served through an economically viable marketing program.
  4. Substantial. A segment should be large enough in terms of sales volume potential to cover the cost of the organization serving it and return a satisfactory profit.

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.

 

The Selling Process


It is difficult to manage something without a solid understanding of what it is you’re trying to manage. Unfortunately many people have a number of misconceptions about the selling process, the activities carried out by salespeople, and the personal characteristics necessary for a successful performance. To complicate matters even more, various selling roles can involve very different tasks and require different skills and abilities from the people who do them. The role of sales force should evolve from simple order taking to building long term customer relationships with retailers, for instance, the firm’s salespeople need to develop superior interpersonal skills, the ability to work effectively as members of cross-functional teams, greater knowledge of each market and competitive situation, and the technical and marketing skills necessary to collect and interpret large amounts of sales and cost data related to the product categories in each store they call upon.

Selling process begins with an examination of how organizational buyers make purchase decisions and how salespeople can facilitate and influence those decisions. It covers a variety of activities, tasks, and decisions involved in different types of selling situations.

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.

 

Job Restructuring


Job restructuring comprises an important group of work organization methods which aim at increasing both productivity and job satisfaction. Increased job satisfaction itself can also result in higher productivity and better motivation. Many managers and workers feel that job restructuring , covering job enrichment and job enlargement, is a promising strategy for improved job satisfaction.

Job restructuring can build up the content of jobs, so as to enhance skills, interest, initiative and range of responsibility while reducing frustration and monotony. Job enrichment and job enlargement are concerned with job and work changes through modification of the workers’ tasks. Restructuring, the addition of further similar tasks, is often referred to as job enlargement and can be viewed as horizontal change. One variation of job enlargement is job rotation. Workers are “rotated” between various fragmented activities with some degree of choice. Vertical change involves increased individual involvement through the addition of different tasks and duties; such changes are generally referred to as job enrichment.

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.

 

Truth Map


Truth map is an audit process designed to get to the bottom of an organization’s challenges, opportunities and concerns. It requires the involvement of a cross-section of individuals from right across the whole organization, as well as other relevant parties such as customers and suppliers. At the most simple level, it involves asking a lot of people a lot of questions—but that is only the beginning.

It is not what truth map is that makes it special but the reasons why it is being undertaken and the spirit in which it is carried out that are important.

You may use truth map in two different situations, firstly as part of truth and reconciliation in business, and secondly as the first stage of a standard message mapping exercise.

A truth map covers the same ground in either situation but covers it in different ways and for slightly different reasons.

  • Use as part of a standard message mapping exercise (e.g., to assist a group of committed, enthusiastic individuals), the emphasis is on getting to the truth about future opportunities and challenges.
  • Use as part of truth and reconciliation in business, the emphasis is on getting to the truth of past conflicts, reconciling differences and healing resentments before an organization is even able to move on and address the future. In this type of situation, significant effort must be applied to bring the different parties to the table before dialogue and debate can even start to take place.

In both these situations the actual mechanics are much the same. Both situations require methodical, systematic but sympathetic questioning.

In the interests of objectivity, the presence of an independent adjudicator can be highly beneficial or even essential.

Truth map allows everyone to be heard, it airs people’s grievances and, when done well, even the most hardened objectors can move from being on the outside peeing in, to being on the inside peeing out.

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.

 

Full Warranty


A full warranty means:

  1. The warrantor will fix or replace any defective product, including removal and reinstallation if necessary, free of charge.
  2. It is not limited in time (say, to one or two years).
  3. It does not either exclude or limit payment for consequential damages unless the exclusion or limitation is printed conspicuously on the face of the written warranty.
  4. If the product cannot be repaired or has not been repaired after a reasonable number of efforts to repair it, the consumer may choose between a refund and a replacement.
  5. The warrantor cannot impose duties on the consumer except reasonable duties (the warranty cannot require the consumer to ship a piano to the factory) or a duty not to modify the product.
  6. The warrantor is not required to fulfill the warranty terms if the problem was caused by damage to the product through unreasonable use.

A full warranty does not have to cover the whole product. It may cover only part of the product, such as the picture tube of a television set. Also, anyone who owns the product during the warranty period may invoke or use the warranty.

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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