Attitude


Attitudes are hypothetical constructs, they cannot be seen, touched, heard, or smelled. Because attitudes cannot be observed, a variety of perspectives have developed over the years in attempting to describe what they are. Fortunately, there is now widespread agreement that the term attitude should be used to refer to a general and enduring positive  or negative feeling  about some person, object, or issue.

The effective component  is what is generally  being referred to when people use the word “attitude.” However, attitude theorists recognize two additional components, cognitive and conative. The cognitive component refers to a person’s beliefs (knowledge and thoughts, which sometimes are erroneous) about an object or issue (e.g., “Reebok shoes are more stylish  that Nike;” “Nike Air Jordans are high-quality basketball shoes”).

The conative component represents one’s behavioral tendency toward an object. In consumer-behavior terms, the conative component represents a consumer’s intention to purchase a specific item.

Attitudes are learned predispositions to respond to an object or class of objects in a consistently favorable or unfavorable way.

An attitude is characterized by progressing from “thinking” (cognitive), to “feeling” (affective), to “behaving” (conative).

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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The Importance of Motivation


One of the manager’s primary tasks is to motivate people in the organization to perform at high levels. This means getting them to work hard, come to work regularly, and make positive contributions to the organization’s mission. But job performance depends on ability and environment as well as on motivation.

To each high levels of performance, an employee must want to 1) do the motivation, 2) be able to demonstrate ability, and 3) have the materials and equipment needed to maintain the environment. A deficiency in any one of these areas will hurt performance. A manager thus should strive to enter that all three conditions are met.

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.

 

Public Relations (PR)


Public Relations is the management function that evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and executes a program of action to earn public understanding and acceptance. In other words a good public relations program has three steps:

  1. Listen to the public: Public relations starts with good marketing research (evaluates public attitudes).
  2. Develops policies and procedures that are in the public interest: One does not earn understanding by bombarding the public with propaganda; one earns understanding by having programs and practices in the public interest.
  3. Inform people of the fact that you are being responsive to their needs: It is not enough to simply have programs that are in the public interest. You have to tell the public about those programs so that they know you are being responsive.

Publicity is one of the major functions of the public relations department. Publicity is any information about an individual, a product, or an organization that is distributed to the public through the media and that is not paid for, or controlled by, the sponsor.

Other activities include:

  • Establishing contact with civic groups, consumer organizations, and other concerned citizens to learn their views of the organization, to answer their questions, and to provide information (or education).
  • Opening lines of communication with customers, suppliers, distributors, retailers, stockholders, government agencies, educators, and community leaders.
  • Conducting studies to find the economic, environmental, and social consequences of organizational practices and to learn how to make a more positive contribution to customers, stakeholders, and society.
  • Providing any assistance needed to adjust the goals, policies, practices, personnel policies, products, and programs of the organization to meet the needs of changing markets.
  • Assisting all members of the firm in developing effective programs of consumer information and education.
  • Sending speakers to schools, clubs, and other such groups to maintain an open dialogue with students and other socially active members of society.
  • Creating incentives for employees to participate in public-affairs activities such as raising funds for charitable groups.
  • Answering consumer and other complaints promptly and correcting whatever it was that caused the complint.
  • Training employees or volunteers to provide prompt, friendly, courteous, and helpful service to anyone who contacts the organization in person, by phone, or written correspondence.
  • Demonstrating to society the organization is listening, reacting, adjusting, and progressing in its attempt to satisfy its diverse publics.
  • Opening two-way communications with employees to generate favorable employee opinion and to motivate employees to speak well of the organization to others.

This is an incomplete description of all the activities and responsibilities of the PR people, but it at least gives some feeling for what they do.

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.

 

Cardinal versus Ordinal


What do we mean when we say that a variable is “quantitatively measurable”?We do not necessarily mean that there is only a single way of measuring or scaling it. Temperature is certainly quantitatively measurable, but there are alternative ways of doing so. For example, 320 Fahrenheit is 00 Celsius, and each degree up or down of Celsius corresponds to 1.8 degrees up or down of Fahrenheit. The two scales differ, but only in zero point and unit interval. Similarly, altitude could be measured from sea level or from the center of the earth (shift of zero point) and in feet or meters (shift of unit interval). Both temperature and altitude are more technically called cardinal magnitudes, variables which have the following property: that, regardless of shift of zero-point and unit interval, the relative magnitudes of differences remain the same. In case of altitude, for example, there’s a bigger difference between the heights of the base and crest of Mount Everest than between the ground floor and roof of even the tallest building. This remains true whether we scale altitude in feet or meters or whether we measure it from sea level or from the center of the earth. If people can state that they prefer two million to one million—but not by how much—their utility is said to be an “ordinal” magnitude. Put another way, if Total Utility is an ordinal magnitude we cannot say anything about the  size of Marginal Utility but we can still say whether Marginal Utility is positive or negative.

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.

 

Attitude and Customer Liaison


Attitude is not always easy to understand, train or instill. It is generally defined as a positive, enthusiastic and helpful attitude – somebody that seems more alive and dead, it means somebody who seems to enjoy what they do or enjoys dealing with customers, not just somebody who happens to do this as a job to earn a living. Even though this may be true, a good customer service experience is one where the customer service person pretends if nothing else, that they enjoy their job – they like doing what they do and they are pleased to see the customer. If the customer representative can do this, the customer will pretend to enjoy buying from them and pretend enough that they will probably come back.

One of the most important aspects of attitude is when the customer is dissatisfied. The customer will then seem to view life through a telephoto lens and every detail or every aspect of the interaction will come under scrutiny. Therefore, the attitude must be to look at a glass of water as half full, instead of half empty.

One of the most important and outward expression of attitude is the verbal and non-verbal behavior that people use at critical times. Simple expressions, such as: ‘I can do that’ or ‘There’s nothing I can do’ or ‘That’s our company policy’ or ‘I only work here’ or ‘You’ve come through to wrong extension,’ only frustrate the customer. Some of these factors, of course, may not be because of anything the person can do; however, it is their attitude that will often create more of an annoyance with the customer than the policy itself. A simple solution to this is that whenever somebody has to be told they can’t do something, within the same sentence they have to know what they can do or may do.

The attitude that will work, if you can instill it, is that every single customer is your most important customer. Instead of seeing a customer for the transaction value that they spend at that time or for the nature of their enquiry, see the customer as a million dollar customer, somebody who has access to large revenue, either through their direct spending or indirectly through referrals and repeat business.

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.

Customer-focused Selling Skills


Following customer-focused selling skills can be used in the sequence in which you use those skills and the emphasis you give them:

  1. Connecting: To establish a personal bond with the customer;
  2. Encouraging: To keep the customer participating in the sales call;
  3. Questioning: To get in-depth information on the situation, problems and needs;
  4. Listening: To hear and remember the facts and feelings shared by the customers.
  5. Confirming: To make the progress of the sales call explicit;
  6. Providing: To give information to create a clear, positive image of the salesperson, company, products, and services.

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.

Inflation


Inflation is a rise in the general level of prices. The most commonly reported measure of inflation is the annual percentage change in the consumer price index (CPI). The consumer price index tracks changes in the prices of a group of goods and services that most consumers buy. Prices are increasing when the CPI is positive and decreasing when it is negative. One major cause of inflation is the relationship between wages and productivity. Productivity is the output per worker hour. When wages increase faster than productivity, the result is inflation. The amount we can consume of any product depends upon the amount we produce. When wages go up but output does not, we have more money income but not more purchasing power. This occurs because the total supply of goods available for purchase has not increased as rapidly as the amount of money in circulation. The combination of rising wages and constant or sagging output exerts an upward push on prices.

Wage increases in one industry often put pressure on other industries to increase wages. Another cause of inflation is the expectation that inflation will continue in the future. Labor unions demand wage increases in anticipation of expected increases in the cost of living. Manufacturers raise the prices of their products in anticipation of future labor and raw material; cost increases. Consumers borrow money to finance today’s purchases in the belief that prices will be higher tomorrow. Some economists argue that inflation subsides only when people believe that it will subside.

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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