Anima and Animus


Carl Jung wrote about how each woman has a male and a female side, called the anima and animus. As a woman gains more power in business, her male animus increases, which means that her  shift in the internal balance of anima/animus shifts, which leads to a shift in the balance of power between her and a man (with his own internal anima-animus dynamic). This shifting is not only taking place in the interactions between an individual woman and man but also collectively between women and men. On the whole, the dynamics of the relationship between the sexes in the society is being thrown out of whack.

Women must take responsibility for their part in this.

Many women, out of insecurity about their newfound power, as well as, fear of attack for attaining this power and, while women are at it, actual attack for attaining this power, are reaching and overreacting by drawing more and more from their male side for protection. Indeed, there are some women who mistakenly believe that succeeding in business requires imitating men—and even more mistakenly, not nice men.

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.

Advertisements

Sexual Harassment


Sexual harassment is any unwanted activity of sexual nature that affects an individual’s employment. It can occur between members of the opposite or of the same sex, between employees of the organization, involve an employee and a non-employee. Although such an activity is generally protected under sex discrimination, in recent years this problem has gained more recognition.

Sexual harassment creates an unpleasant work environment for organization members and undermines that ability to perform their job.  For many organizations, it’s the offensive or hostile environment issue that is problematic.

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.

Direct Response


You should, if at all possible, engage in direct marketing. The value to you is enormous. You get to pinpoint your prospects with amazing accuracy. You can be selective in regard to age, race, sex, occupation, buying habits, money spent on past direct mail purchases, education, special interests, family composition, religion, marital status, and geographic location. The list should naturally start with your own customers. From there you can expand it to include people who have recently moved into your area, and people who have recently been married or divorced, or become parents. You can eliminate people who have moved away.

You might engage in a simple direct mailing of postcards to customers, informing them of a sale you will have the next week. They will very much appreciate the early notification and will show their gratitude by purchasing from you. You might also engage a full scale direct mailing, consisting of an outer envelop, a direct mail letter, a brochure, an order form, a postpaid return envelop, and even more.

Whatever you do, the process begins when you decide exactly what it is you wish to offer. How will you structure that offer? Then you must select your mailing list. If you haven’t got the names already, you can purchase them from a list broker. Be sure, you buy a clean, fresh list. You must be certain that you know all  the costs involved: postage printing, writing the mailing, artwork, paper, personalization (individualizing each letter by name and address, and repeat mailing costs. Your gross sales, minus these costs and your production, handling, and shipping costs, will contribute your profits. Be sure you make financial projections and know your break-even point.

In the old days, a direct mail campaign meant a letter. Today it means a letter, two, three or five follow-up letters, perhaps a follow-up phone call or two, and finally, one more direct mail letter. Many entrepreneurs engage in weekly or monthly direct mailings.

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.

 

Message Content in Marketing Communications


Message content deals with what is said in a message and how it is said. There are five common content topics that have great relevance for marketing practitioners: 1) fear appeals; 2) the use of humor; 3) the role of music; 4) sex appeals; and 5) subliminal messages. Advertisers, salespersons, public relations spokespersons, and other marketing communicators use all of these message styles to varying degrees in hopes of gaining attention, achieving impact, and ultimately producing sales.

Fear Appeals: Companies sometimes use fear appeals in attempting to motivate customers to action. The underlying logic when using fear appeals is that fear will stimulate audience involvement with a message and thereby promote acceptance of message arguments. The appeals may take the form of social disapproval or physical danger aside from the basic ethical issue of whether fear should be used at all, the fundamental issue for marketing communicators is determining how intense the fear presentation should be. Numerous fear-appeal studies have been performed by psychologists and marketing researchers, but the fact remains that there still is no consensus on the “optimum” level of fear. Some Neither extremely strong nor very weak fear appeals are maximally effective. It seems that appeals at a somewhat moderate level of fear are best.

Humor: Politicians, actors and actresses, after-dinner speakers, professors, and indeed all of us at one time or another use humor to create a desired reaction. Salespeople and advertisers also turn to humor in the hopes of achieving various communication objectives. Whether humor is effective and what kinds of humor are most successful are matters of some debate among marketing communications practitioners and scholars.

Despite the frequent use of humor in advertising, relatively little is known in a definitive scientific sense about its effects on customer behavior. However there are some generalizations:

  • Humorous messages attract attention.
  • Humor can inhibit consumers’ understanding of the intended meaning of a message.
  • Because humor is a pleasant form of distraction, it can produce an increase in persuasion by effectively “disarming” receivers’ natural selective perception and reducing their tendencies toward counter arguing with persuasive selling claims.
  • Humor tends to enhance source credibility, thereby improving the persuasive impact of an ad message.
  • A humorous context may increase liking for the source and create a positive mood, thereby enhancing the persuasive effect of the message.
  • To the extent that a humorous context functions as a positive reinforce, a persuasive communication placed in such a context may be more effective.
  • The effects of humor can differ due to differences in audience characteristics. Advertisers must use humor carefully since consumers display a variety of tastes in what is humorous and what is not.

Music: celebrated musicians, as well as, non-vocal accompaniment and unknown vocalists are used extensively in promoting everything. Music performs useful communication functions such as attracting attention, putting consumers in a positive mood, and making them more respective to message arguments. Although music’s role in marketing is an increasingly understand subject, a few recent studies have begun to demonstrate the roles that music performs. Music is an unconditional stimulus in an effort to influence experimental subjects’ preference.

Sex Appeals: Sex appeals in advertising are often explicit. The use of explicit sex was unthinkable just a few years ago, it now represents part of a new trend toward more sexually explicit advertising. Sexual explicitness is prevalent and overt in some countries. Whether such advertising is effective and under what conditions it may be effective remain largely unexplored issues. Complicating the matter is the fact that sex in advertising actually takes two forms: nudity and suggestiveness. It is uncertain which form is more effective. There are several potential roles. First, sexual material in advertising acts as an initial attentional lure and also holds attention for a longer period, given that the models are attractive or the scene is pleasant. This is called the “stopping power” role of sex. A second potential role is to enhance recall. Sexual content or symbolism will enhance recall only if it is appropriate to the product category and the creative advertising execution. Sexual appeals produce significantly better recall only if the advertising execution has an appropriate relationship with the advertised product. A third role performed by sexual content in advertising is to evoke emotional response such as feelings of attraction or even lust.

Subliminal Messages: the word subliminal refers to the presentation of stimuli at a rate or level that is below the conscious threshold of awareness. Stimuli that cannot be perceived by the conscious senses may nonetheless be perceived subconsciously. This possibility has generated considerable concern from advertising critics and has fostered much speculation from researchers.

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 Androgynous Manager


Clearly, the corporate world is still a man’s world. Under this male-bastion model, corporations, for a number of reasons, are losing out as much as women. Every corporation wants the most competent people woking on their side. But companies which permit themselves the luxury of unconsciously sexist attitudes lose out on a wealth of talent which resides equally in men and women. That is simply bad for business.

 When women and men are segregated in the workplace, formulating stereotype of each other’s behavior, they can become blind to genuine abilities each possesses. Women, for example, are rarely considered great-deal-makers.

 But women are actually more flexible, less deceptive, more emphatic, and more likely to reach agreement, while men are just the opposite. When a man visualizes a negotiating situation, he sees it as a one-shot deal to win or lose, like a sport or a game. A woman sees it as part of a long-term relationship. Since most business situations involve long-term relationships, the female approach is more productive.

 But in the information society, as the manager’s role shifts to that of the teacher, mentor, and nurturer of human potential, there is even more reason for corporations to take advantage of women’s managerial abilities, because these people-oriented traits are the ones women are socialized to possess.

 The problem is that most women feel that they must be more like men if they are too succeed in a male-dominated corporate environment and that is a mistake both for women and for companies.

 The appropriate style for the manager of the 80s was an androgynous blend, one that combined the best of traditional male and female traits.

 Men and women should learn from one another without abandoning successful traits they already possess. Men can learn to be more collaborative and intuitive, yet remain result-oriented. Women need not give up being nurturing in order to learn to be comfortable with power and conflict. Women can transform the workplace by expressing, not by giving up their personal values.

 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

Managing Customer Connections


Marketing is perhaps best understood as the function that manages the three primary connections between the organization and the customer.

o The customer-product connection: This involves linking the customer to the focal offering, particularly the knowledge and skills to discover customer needs and connect them to product design.

o The customer-service delivery connection: Included here are the design and delivery actions involved in providing a firm’s goods and services to the customer (for example, the performance of frontline sales and customer service employees).

o The customer-financial accountability connection: This refers to activities and processes that link customers to financial outcomes (for example, the link between customer satisfaction and profitability or customer retention efforts and financial outcomes).

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 contact www.asifjmir.com, Line of Sight

The primacy of Internal Marketing


Internal marketing is the conceptual process by which managers actively encourage, stimulate, and support employee commitment to the company, the company’s goods and services, and the company’s customers. Emphasis should be placed on continual. Managers, who consistently pitch into help when needed, constantly provide encouragement and words of praise to employees, strive to help employees understand the benefits of performing their jobs well, and emphasize the importance of employee actions on both company and employee results are practitioners of internal marketing. In service marketing, successful internal marketing efforts, leading to employee commitment to service quality, are key to success.

Properly performed customer satisfaction research can yield a wealth of strategic information about customers, the sponsoring company, and competitors. However, service quality goes beyond the relationship between a customer and a company. Rather, it is personal relationship between a customer and the particular employee that the customer happens to be dealing with at the time of the service encounter that ultimately determines service quality. The importance of having customer-oriented, frontline people cannot be overstated. If frontline service personnel are unfriendly, unhelpful, uncooperative, or uninterested in the customer, the customer will tend to project that same attitude to the company as a whole. The character and personality of an organization reflects the character and personality of its top management. Management must develop programs that will stimulate employee commitment to customer service. These programs must contain five critical components:

1) A careful selection process in hiring frontline employees. To do this, management has to clearly define the skills the service person must bring to the job.

2) A clear, concrete message that conveys particular service strategy that frontline people can bring to act on. People delivering service need to know how their work fits in the broader scheme of business operations. They need to have a cause because servicing others is just too demanding and frustrating to be done well each day without one.

3) Significant modeling by managers, that is, managers demonstrating the behavior that they intend to reward employees for performing.

4) An energetic follow-through process, in which managers provide the training, support, and incentives necessary to give the employees the capability and willingness to provide quality service.

5) An emphasis on teaching employees to have good attitudes. This type of training usually focuses on specific social techniques, such as, eye contact, smiling, tone of voice, and standards of dress.

However, organizing and implementing such programs will only lead to temporary results unless managers practice a strategy of internal marketing.

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 contact www.asifjmir.com, Line of Sight

Previous Older Entries